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in vines and wines:
 In
2006 Bulgaria had nearly 130,000 hectares under vine.
Most popular varieties are the native Dimiat,
Misket (white), Pamid (red), the international
Chardonnay, Muscat Ottonel, Traminer, Caberent Sauvignon
and Merlot, and the Georgian white variety Rkatsiteli
(marketed as Rikat ).
Production over the past five years has ranged between
180 million and 220 million litres. Production is weighted
towards red wine (60 per cent), then white (35 per cent),
and the balance devoted to rosé, sparkling and
fortified wines. The domestic market, which consumed
47 million litres in 2006, is highly buoyant, expanding
in terms of both quantity and quality. Local consumers
favour wines of Bulgarian origin because they are familiar
with the regions, producers and styles.
Imported wine accounts for less than 2% of volume sales
but their average retail prices are higher than those
of domestic wine, with wines priced between €8-10
being in highest demand. Exports of Bulgarian wine in
2006 stood at 112 million litres, finally bottoming
out after a period of decline, which was felt most astutely
in the second half of the 1990s and beginning of the
new millennium. Russia, Poland, UK and Sweden are the
main markets for Bulgarian wine.
Future holds promise:
Future opportunities for Bulgarian wine are seen both
in the domestic and export markets. Positive image of
the country following the EU accession, growing number
of foreign tourists in Bulgaria and attempts for a greater
involvement of para-governmental organizations in promotion
of the wines of Bulgaria can all create favorable trading
climate for local producers.
Investments in the wine industry are also expected
to pay back as producers gain an even stronger focus
on quality and value but also move into the perspective
premium category with brands, blends and single vineyard
series.
Asia remains a virgin territory: While Europeans are
familiar with the wines of Bulgaria, Asia is still an
untapped territory which situation can be reversed,
given positive projections for per capita consumption
and expected openness to the world of wine.
 Dr.
Elissaveta Velianova holds a PhD in wine
marketing from the University of Newcastle, UK. On her
return from the UK she became the Marketing and PR Manager
for Domaine Boyar. Since 2005 she has been a freelance
wine marketing consultant for a number of Bulgarian
wineries and a drinks researcher for Euromonitor International.
During her time with Domaine Boyar she has contributed
to Harpers and now she is the country correspondent
for Wine Business International and a regular contributor
to Bacchus wine magazine.
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