site.btaVarna Winery: Adapting Technology to Meet Evolving Bulgarian Taste

BTA will present dozens of Bulgarian wineries in the New BG WINE Leads the Way series ahead of the 9th UN Global Conference on Wine Tourism, which will be hosted in Plovdiv. The forum is organized by the Ministry of Tourism in partnership with the UN World Tourism Organization.

Varna Winery is located near the village of General Kantardzhievo and mainly produces white wines and rose, as the region is suitable for such grape varieties. The vineyards include Sauvignon Blanc, Pinot Gris, Riesling, Chardonnay, small quantities of Traminer and Gruner Veltliner, as well as the Bulgarian varieties Varna Misket and Vratsa Misket. 

The winery uses French oak barrels to refine the wine’s flavour. Some of its wines have been presented at international exhibitions and won awards, but according to the winery’s chief technologist Tihomir Trifonov, the best prize is the customers’ feedback. The winery has also exported abroad in the past, albeit in small quantities, since its annual capacity is about 200,000 litres and does not allow for regular exports.

The wine culture of Bulgarians is constantly improving, and the business is making efforts to meet expectations, said Trifonov. According to him, many people travel and discover interesting wines which they want to taste at home. “That is why we, as producers, make efforts to adapt our technology to the taste of Bulgarians who are looking for something different, something more interesting,” Trifonov added.

The winery’s clientele includes many foreigners. “These are our friends who come to the Bulgarian Black Sea coast every year and always visit us for a ritual tasting,” Trifonov explained.

Speaking about wine tourism in Bulgaria, he said the sector is working hard, developing and applying various marketing initiatives. The problem, however, is the rising trend of wine imports in recent years. “To reach the Bulgarian market at competitive prices, these Italian, Argentine, and other wines are unlikely to be of the highest quality. They are attractive at first glance, but what really sells them is their name and origin,” Trifonov commented.

He noted that imports of both wine and grapes cannot be restricted. The solution, in his view, is for state-level mechanisms to be developed to support the vine and wine sector through regulation and compensatory measures, so that grape growers and wine-makers have incentive to work. He recalled that a change in the Wine Act has been under discussion for years, but no steps have yet been taken. According to him, the new legislation should not copy French rules literally but take into account Bulgarian specifics, the changes in the industry over the past decade, and its transformation from large factories to many small wineries. “The law must consider different production volumes and provide mechanisms to support both production and marketing of the product,” Trifonov said.

Bulgaria is renowned for its excellent conditions for vine growing and, consequently, for producing high-quality wine, he emphasized. However, in the past decade climate change has had an increasing impact on the sector. This, too, must be taken into account when amending the legislation, Trifonov said, stressing the need for clear rules on irrigation agriculture and how it will be applied. “Boreholes, surface water sources, these things need to be regulated, otherwise the sector faces serious problems,” he added.

As for the wines produced at Varna winery, he said they come from vineyards planted shortly before the winery started operating in 2008. Although the focus is on whites and roses, the range also includes two reds, with grapes sourced from Southern Bulgaria. “Our task is to provide the right wine for every taste,” Trifonov said, adding that while the winery strives to differentiate itself as a producer, it cannot abandon red wines since they remain in high demand.