America’s Fine Spirits Promotion and Master Class in Sofia

On October 24, 2017, FAS Sofia, in cooperation with all Bulgarian importers of U.S. whiskey and the Association of Producers, Importers and Traders of Spirits (Spirits Bulgaria), organized the ‘America’s Fine Spirits’ whiskey promotion, presentation, and master class.  The venue for this activity was the U.S. Ambassador’s residence which added ‘prestige’ value, as guests appreciated being invited to the residence.  More than 30 strategically-selected guests , including two Minsters, other high-level Government of Bulgaria (GOB) officials, senior trade, retail, hospitality, culinary, business, media, and celebrities, tasted a selection of eight U.S. whiskey brands available in Bulgaria.

The event aimed to increase knowledge about U.S. beverages available on the Bulgarian market and increase interest in American products in Bulgaria’s competitive distilled-spirits market.  The promotion was unique, as it combined tasting with education about the history of the American whiskey, the whiskey making process, market information, and specifics of the various brands, and global market presence information.  A Bulgarian whiskey expert, together with FAS Sofia, prepared a focused and education-oriented presentation and scenario.  With professionalism and well-structured presentation, the whiskey expert fully engaged the audience and shared lots of information about U.S. whiskeys.

The Ambassador offered high praise following the activity.  He sent a thank you email to FAS Sofia saying: “Absolute home run on the event tonight.  Two ministers (Ag and Tourism) came and had a great time. Along with an impressive list of other guests, a great presenter and presentation, and a really nice spread of food.  Great export promotion!  Kudos to FAS Sofia for all their work on this, it really paid off. ”

Left: Ambassador Rubin opening the event (Minister of Tourism in the right corner);
Right: Guests enjoying the presentation and tasting (Minister of Agriculture in the right corner)

Left: The whiskey expert during the presentation
Right:  CEO of Metro Cash&Carry Bulgaria, CEO of Kaufland Bulgaria, AmCham Director, and CEO of Coca-Cola HBC enjoying the event

Left to right: FAS Sofia’s Marketing Specialist, the whiskey expert, and FAS Sofia’s Ag Specialist