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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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