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Buy your ticket until March 27 only for 620€ (+VAT)

SPEAKERS

For the first time ever, top world Speakers and trend setters will be in Portugal to exchange ideas and to debate the sector and its trends, problems and opportunities that are increasingly making this sector one of the most important worldwide.

More speakers to be announced soon.

ALICE FEIRING

Alice Feiring is an internationally known author, journalist, wine consultant and authority in the international debate on wine made naturally for which she is passionate about.

BIO

CATHY HUYGHE

Cathy Huyghe is the co-founder of Enolytics, which provides big data services to the wine industry. She is also the author of the award-winning book, Hungry for Wine: Seeing the World through the Lens of a Wine Glass.

BIO

ERIC ASIMOV

Eric Asimov is the chief wine critic of The New York Times. He is one of the most respected authorities in the wine world.

BIO

FELICITY CARTER

Felicity Carter is editor-in-chief of Meininger’s Wine Business International, and one of the most powerful women in the wine business.

BIO

JAMIE GOODE

Winner of several journalistic and scientific awards, Jamie Goode is a known marketing specialist. Began modestly with a simple blog, and grew to be one of the most influent personalities in the international critic.

BIO

GEOFF KRUTH

Geoff Kruth is part of the world elite of sommeliers, and is today the president of GuildSomm. He was also the creator and founder of “Top Somm”, one of the top international competitions of sommeliers that helped to prestige the profession.

BIO

HUIQIN MA

Huiqin Ma is a professor of China Agricultural University, expert on wine marketing and grape molecular biology.

BIO

JOSÉ VOUILLAMOZ

Dr. José Vouillamoz is one of the world's leading authority on the origin and parentage of grape varieties through DNA profiling.

BIO

MARIETTE DU TOIT-HELMBOLD

Is one of most relevant authorities on Wine Tourism. Her implemented strategy as CEO of Cape Town Tourism for close to 10 years, was recognised by the United Nations valued not only for its methods but as benchmark practices for the wine tourism sector.

BIO

MATTHEW JUKES

Regarded as one of the world’s leading wine experts, Matthew hosts bespoke corporate and consumer wine tastings all over the world and writes a weekly column for both MoneyWeek and the Daily Mail’s Weekend Magazine.

BIO

MICHELLE BOUFFARD

Michelle is a certified Sommelier and regular presence on CBC radio and Canadian television. She is a Master of Wine candidate and regular speaker in international events. Michelle Bouffard is one of the most influent people on the canadian wine universe.

BIO

PAUL SYMINGTON

Chairman and Joint Managing Director of Symington Family Estate, a family of Port wine producers present in Portugal for more than six generations that own some of the world’s leading Port brands, like Graham’s, Dow’s, Warre’s, Quinta do Vesúvio and Cockburn’s.

BIO

RICHARD HALSTEAD

Richard is co-founder and COO at Wine Intelligence, the biggest and most widely regarded strategic research company in the world of wine.

BIO

STEPHEN LI

One of most important new authors in China. Stephen has no doubts on China’s part on world development and feels chinese wines will have their affirmation soon. Expert on the different styles of chinese wine and on the diverse terroirs in China.

BIO

VICTOR DE LA SERNA

Is one of the biggest spanish references in the world of wine and one of the most relevant international authorities on Iberian grape varieties.

BIO

WINE AS KICK STARTER FOR THE WORLD ECONOMY

It’s a fact. More and more, around the globe, wine is drawing people together both around the table and around an industry in expansion.

That is exactly why this event will, for the first time, bring the greatest world experts together in just one place. They will be debating the topics and the trends that are increasingly making this sector one of the most important worldwide.

THIS EVENT WILL ATTRACT THE GREATEST TREND SETTERS

For the first time ever, top world masters will be coming together to exchange ideas and to reflect on what we have in common: wine and the world of emotions that envelopes it. MUST - Fermenting Ideas will be the centre of world attention.

The best of the wine world will be here and the whole world will be watching what happens in Cascais, Portugal.

NEWS

01

Mar 2017

THIS EVENT WILL ATTRACT THE MOST RELEVANT INTERNATIONAL AUTHORITIES AND TREND SETTERS

For three consecutive days, speakers will be presenting and debating new trends and views or divergent perspectives for topics that we see as essential to the future of wine.

read more »

28

Feb 2017

PROMOTING MUST

Meet the men behind the idea and how it came to life

read more »

27

Feb 2017

CASCAIS, THE CHARM OF THE ATLANTIC COAST

Wonderful Cascais! The picturesque fishermen's village already gained fame in the 19th century when King Carlos I of Portugal said "Cascais is the place where the noble are most popular and the most popular, noble“. The ideal place for a Wine Summit.

read more »

PROGRAMME

MUST – Fermenting Ideas will be a meeting point for debating the sector and its ideas, trends and problems, opportunities and challenges. It will be a space of excellence and of learning, totally dedicated to wine.

FROM EARTH
TO YOU

  • Can English sparkling wine win out over Champagne?
  • High altitude vineyards – here to stay or just a fad?
  • Old but unknown grapes – new opportunities and rising stars.
  • We all know these grape varieties, but when will they gain widespread international recognition?

WINE
TOURISM

  • Wine tourism, salvation or doom for some of the most famous wine regions?
  • Is wine tourism turning wine regions into a sort of Disneyland?
  • Wine Tourism – it’s more than just visiting wineries.

WINE MARKETING &
COMMUNICATION (R)EVOLUTION

  • Is there any space left for the traditional and specialized wine press as we know it today?
  • Communication strategies – how should we talk about wine both with millennial and with long time consumers?
  • What sort of media support should we use to market wine? How can we communicate about wine?
  • Can European wine regions survive the international grape invasion?

NEW CONSUMER
TRENDS

  • What on Earth is Natural wine?
  • Are we talking about Natural in the cellar or at the vineyard?
  • France seems to be losing ground to other wine nations. Is that because French lingo is too confusing?
  • Wine education. Why bother?
  • Is Asia redefining wine styles?

WINE
BUSINESS

  • Do fortified wines still have a place in the modern world?
  • The overwhelming diversity of Chinese terroir – many worlds within one wine country
  • Eastern Europe – a new world to come?
  • Will Canada ever become known for producing anything other than Ice Wine?
  • Brazil – a sleeping giant or a sparkling wine paradise?
  • Wine trade shows in the near future – what to expect and how to adapt?
  • Going mutual in the wine world. Does the future of winemaking, retail and event organizing lie in the hands of associations?
  • Adapt or die – innovative ways to promote and sell wine online
  • Wine contests and long-term commitment – how can they change the way we make or sell wine?

EVENT VENUE Cascais, Portugal

Estoril Congress Center, Av. Amaral, 2765-192 Estoril, Portugal

The venue will evoke a contemporary interpretation of the world of wine. It will gather emblematic materials of the world of wine and reassemble them in a sophisticated and disruptive fashion. Noble raw materials, will play up the blend of seriousness and audacity that will characterise the event.

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PROMOTERS

Get in touch with the two guys that are behind the idea and organization of the MUST - Fermenting Ideas.

Paulo Salvador

Paulo Salvador

Paulo Salvador is a journalist, presenter and Executive Editor of Portuguese television channel TVI. He has a long and prestigious career in television, radio and print media. He is a well-known personality and food enthusiast who has won many awards in this field.

Rui Falcão

Rui Falcão

Rui Falcão is one of the most respected wine critics in Portugal. He is a consultant, and a columnist for both the Público newspaper and Wine magazine. He is a writer and speaker and is well-known for his expertise in international wine markets.

CONTACTS

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