Whiskey Fest

The eighth-annual Whiskey Fest exposition was held in Sofia, Bulgaria, October 25-27, 2019.  Bulgaria is a growing market for U.S. whiskies and Whiskey Fest bills itself as Central and Eastern Europe’s premier distilled spirits expo and trade fair.  The U.S. Ambassador delivered opening remarks about American whiskey culture and highlighted that American whiskies were prominently featured at the show.  Whiskey Fest presents a growing opportunity to market U.S. whiskies and other distilled spirits in Bulgaria and Eastern Europe.

About 3,200 whiskey fans visited the show during its three-day run and nearly 40,000 samplings were made.  Hundreds of media and online publications covered the show opening, which provided broad publicity.  Show organizers focused on raising awareness through master-class presentations and Brand Ambassadors.  All these components contributed toward developing Bulgaria’s whiskey market and to increase sales.

More than 250 people attended the opening event, which featured the British and the Irish Ambassadors.  FAS Sofia arranged for the participation of U.S. Ambassador Herro Mustafa.  She expressed satisfaction that American whiskies are prominently featured at the event, including the Jim Beam Family (e.g. Honey, Devil’s Cut, Apple, Red Stag, and the 12 years old Signature Craft), Maker’s Mark (including Maker’s Mark 46), Jack Daniel’s (including Gentleman Jack, Jack Daniel’s Single Barrel, and Honey), Woodford Reserve, Four Roses, Journeyman craft bourbon, Knob Creek, Southern Comfort, Benchmark, Buffalo Trace, Eagle Rare, Kentucky Highway, and others.  Eight whiskey Brand Ambassadors also presented different brands through 10 master classes for invitees, including a “Four Roses – a Unique American Bourbon” master class.  Following her remarks, Ambassador Mustafa visited exhibitor booths with President of Spirits Bulgaria and met with local trade and industry reps.  The event was broadly covered by various media.

For more information, please contact FAS Sofia: agsofia@fas.usda.gov