Executive Director of "Domain Boyar" Evgeni Haramliyski told the Expert.bg for recent successes of "Domain Boyar" and conquered brand medals from world wine competitions, the development prospects for the company, competition in the Bulgarian wine market and the need for rules for implementation the Law on wine and spirits.
Only 5 months of the year the guilt of "Domain Boyar" brought the country more than 20 top medals of the largest wine competition. What mean these awards and are you satisfied with the achievements?
Of course, we are satisfied with. We appeared to the three strongest competition in Europe. These are Vinalies Internationales, Mundus Vini and Concours Mondial de Bruxelles. At these competitions our wines were highly rated. Two of the biggest competitions in the world of guilt "Domain Boyar" were respectively rated as the best red and best white wine. Competition Mundus Vini wine "Domaine Boyar" received the grand prize for best Bulgarian red wine. Of the Concours Mondial de Bruxelles we received the grand prize for best Bulgarian white wine. We collected 23 medals, which indicates a very high success rate. This year, as in previous "Domaine Boyar" carries over 30% of the medals for Bulgaria. Bulgaria expect consumers to evaluate our success. For the moment it is clear from our results for the first five months, which recorded a significant growth of over 25% of the Bulgarian market. Overall company in all markets in which it operates, registering 13% growth. We can therefore conclude that these medals are contributing.
How much help earned medals for awareness of the brand "Domain Boyar" among European consumers and the introduction of European markets?
I think that these medals help. Large customers in the face of distributors and retail chains in Europe monitor the wine competitions and see that Bulgarian wines have good results. Since about a year and a half since an increased interest of international companies to Bulgarian wines. Until a few years ago, they focused mainly on cheap wines. Now, however, growing interest and quality wines at a higher price. In this respect, I believe that the medals are very important because customers in Europe and beyond prefer to buy wines that are awarded.
You were told that the "Domain Boyar" will strive to become a European company and to enter other markets, for example through participation in foreign wineries. What is the situation now?
Yes, we're working on it. Currently we are developing a very serious commitment to the development of our company in France. Soon there will be a visible result and obtain a company in France.
For the moment, "Domain Boyar" managed to become a bridge between Europe and the eastern markets such as China, Russia etc. Also we import many wines, such as Australia and New Zealand, we sell not only in Bulgaria, but and in Europe. On the other hand we managed to sell in China, Russia and other eastern countries wines from France, Spain and Italy. "Domaine Boyar" really have as a company on a European scale. In our portfolio, unless we produce wines we have such worldwide. "Domain Boyar" distributes wines from Australia, New Zealand, South Africa, Chile, USA, Argentina, France and Italy.
What do you expect from 2015?
2015 is currently very successful. I expect the year is really quite beneficial, as regards the "Domain Boyar", but also for the Bulgarian wine as a whole. I think Bulgarian wine industry can win in 2015 new markets.
In this regard, how do you assess Bulgarian wine market and what are your impressions about the industry in the last few years?
The development is entirely positive. There is growth in the last 2-3 years the consumption of wine in the culture of nutrition. At the same time reduces the consumption of alcoholic beverages, especially brandy. People are starting to move towards wine.
How do you assess competition among winemakers in terms of the largest exporter of wine from Bulgaria?
Bulgarian wines are generally in the last 2-3 years have reached a very high level and quality, and vision. During the wine tasting DiVino.Taste not find any wine which was to say, "It does not happen." Yes, the wines are different, but all are of very good quality. For example, for 2013 harvest in 2014 we can safely say that Bulgaria had never had such good wine as in 2014. This inevitably has an impact and the competition is extremely high. Regarding the differences between large and small manufacturers small wineries also have their advantages. Most people consider them as boutique. They were able to offer good quality and find their niche in the market. I'm a big proponent of the idea that the market has a place for everyone.
What to expect from the wine competition Concours Mondial de Bruxelles for 2016? Is it a good sign that Bulgaria will host next year?
Surely this will bring to Bulgaria popularity in wine circles. Here come more than 300 experts from around the world. They will tour some Bulgarian wineries will consider Bulgarian vineyards, terroirs will try wines from the country. This will affect the image of nurses wines in the world. I think the competition is something extremely useful.
We are currently preparing a new law on wine and spirits which had to be ready by the end of May. What changes do you think should be made? According to comments from industry current law is outdated.
It is not correct to say that the law is outdated. The law, which act is currently legal two or three years. Then he was completely changed and complies with European directives. I can not say that it is outdated, but there are other problems. One is that the Law on wine and spirits was adopted, and to this day no rules for its implementation. Many of the texts or applied incorrectly, or not at all. I am not talking to producers and state regulatory authorities. The law can not cover all the details. This had to be done by regulation. How it will work a law when we do not have rules for its implementation. Another flaw in the current law is that to a large extent it does not say how things should be, but simply transferred to the European directives. Practice in Bulgaria is to make only cosmetic changes in laws and I think it will happen now. In this Wine Act has serious bureaucratic procedures that burden the work. The problem here is not in the laws and their application.
According to surveys of economists, including the Institute for Agricultural Economics, Bulgarian wine exports to the US will win at possible conclusion of an agreement on transatlantic trade and investment between the US and Europe. Can we really hope so at any dropping of tariffs and non-tariff barriers? Does Bulgaria have the capacity for it?
Duties that currently exist are not absolutely no problem. I think this is an agreement between unequal parties. If we say that American companies and the United States are generally much stronger party in this agreement, then I think the benefits to the United States will be much larger than those for Europe. Much faster and easier US goods will flood the European markets, and not vice versa. I am not sure whether the blame also will gain a lot, although countries such as France and Italy are very popular in the States. But the US has also become a large producer of wine. They are in the top five wine producers. Whether European wines will flood into greater US market or vice versa is perhaps a little hard to say. However, probably France and Italy will draw benefits in terms of wine. Bulgaria doubt that there will be great benefits. The obstacle is not the duties that are low enough for the wine. The problems are others - the country's image, the investments made by the state or by any company. We, for example, if we want to develop the US market, we need to invest at least 1 million. Dollars to make any sales. None Bulgarian company can not afford to invest just 1 million. Dollars and wait for returns.