Bulgarian Wines

Abstract

Bulgarian wine made a dramatic and successful entry into the UK wine market in the 1980s and led a revolution in wine drinking in the UK. Charts the strategies employed, and the relative success achieved, by the state‐controlled Bulgarian wine industry in entering the UK and other EC markets. The state system both supported and hindered the efforts of the industry to apply a market‐oriented approach to production, pricing and exporting. Reviews the development of the former state‐owned company in the post‐communist era. The future for Bulgarian wine in the UK and other EC markets is uncertain. Observes general trends in the UK market and in the wine industry.

Citation

Bainbridge, S. and Roe, A. (1994), "Bulgarian Wines", Management Decision, Vol. 32 No. 3, pp. 19-24. https://doi.org/10.1108/00251749410057348