MUST FERMENTING IDEAS


"Organised, Professional, Intelligent" - Felicity Carter

"An outlook of the industry that you don’t usually get" - Victor de la Serna

"There is a lot to learn here” - Eric Asimov

MUST FERMENTING IDEAS


“Stimulating, active, exciting!” - Alice Feiring

“Really high caliber group of thinkers and influencers” - Jamie Goode

“Inspiring” - Paul Symington

"Magnificent mixture of ideas” - Natalia Velikova

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.

WEDNESDAY 7 JUNE

Morning Session (8.30–13.00)

WELCOME TO MUST FERMENTING IDEAS

With a message by His Excellency the President of the Republic of Portugal, Marcelo Rebelo de Sousa.

NATURAL WINE

Alice Feiring answers the question, ‘What, precisely, is natural wine?’

CLOSURES

Miguel Cabral speaks about the cork industry research guidelines and answers the question ‘Is there a future for natural cork?’

WINE TOURISM

Natalia Velikova speaks on tourism in the wine scene. Does it involve more than just visiting wineries?

Afternoon Session (14.30–18.00)

NATURAL WINE

Jamie Goode (wineanorak.com) speaks about the various challenges in the cellar & the vineyard fundamental to the production of natural wines.

FORTIFIED WINES

Winemaker and ‘Decanter Man of the Year’ Paul Symington speaks about fortifed wines and their status in a modern world of wine.

SPARKLING VS CHAMPAGNE

Matthew Jukes opens discussion on if English sparkling wine can win out over Champagne.

THURSDAY 8 JUNE

Morning Session (8.30–13.00)

OLD GRAPE VARIETIES

Grape geneticist José Vouillamoz shares his expertise about old but unknown grape varieties. Are these rising stars, offering new opportunities?

REGIONAL IDENTITY

Michelle Bouffard speaks about Canadian wines emphasizing: will Canada ever become known for producing anything besides Ice Wine?

CONSUMER TRENDS

The wine critic and MUST promoter Rui Falcão answers the question ‘Is Madeira wine out of this world?

WINE TOURISM

Felicity Carter (Wine Business International) speaks about the impact of wine tourism on some of the most famous wine regions.

Afternoon Session (14.30–18.00)

CONSUMER TRENDS

Paz Levinson speaks about Sommeliers and the hospitality industry., and answers the question ‘What does it take to win?’

COMMUNICATIONS (R)EVOLUTION

Lulie Halstead (CEO at Wine Intelligence) will talk about how we address Millennials in the different communication channels in the world of wine.

WINE EDUCATION

Founder of GuildSomm and Master Sommelier Geoff Kruth is an expert on wine education. He explains the importance of expanding this professional eld.

FRIDAY 9 JUNE

Morning Session (8.30–13.00)

ONLINE SALES

Adapt or die! Cathy Huyghe shows some innovative ways to promote & sell wine online.

INDIGENOUS GRAPE VARIETIES

Victor de La Serna (El Mundo) speaks about how after the international grape invasion, European wine regions are coming back to local, indigenous, traditional varieties.

WINE TOURISM

Tourism expert Mariette du Toit-Helmbold raises the question: does wine tourism turn wine regions into a sort of Disneyland, into theme parks?

UNKNOWN GRAPE VARIETIES

New York Times wine critic Eric Asimov speaks about internationally known – but still underestimated – grape varieties.

Afternoon Session (14.30–18.15)

CHINESE TERROIR

Stephen Li delineates the diversity of Chinese terroir, many worlds within one wine country.

DATA MINING

Wine-Searcher, with its new data mining capability has insights for wine businesses to help make better decisions, identify new opportunities and spot trends. Nicholas Oakes dives into this unique data set, focussing on China and the demand trends that Wine-Searcher can see.

ASIA’S INFLUENCE

Is the Asian market redefining wine styles? Huiqin Ma, Professor at China Agricultural University in Beijing, addresses this question

CLOSING CEREMONY

On Tuesday June 6, the Centro de Congressos do Estoril will be open for registrations from 17.00 to 18.30 for all attendees.
Late registrations will be admitted on Wednesday, June 7, opening at 8.00. Please collect your attendee badge.

SPEAKERS

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

HUIQIN MA

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

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

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

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

LULIE HALSTEAD

Lulie is co-founder and CEO of Wine Intelligence and regarded as a leading thinker in the world of wine business strategy.

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. Michelle Bouffard is has been a speaker in international events and is one of the most influent people on the canadian wine universe.

BIO

MIGUEL CABRAL

Miguel Cabral is responsible for the Research & Development department at Amorim & Irmãos. Miguel is also a Professor in the Laboratory of Microbiology in the Pharmacy Faculty in Universidade Porto.

BIO

NATALIA VELIKOVA

Dr. Natalia Velikova is the Associate Professor at Texas Tech University and a former Fulbright Scholar at the Agricultural University of Georgia. Her expertise is recognised by the wine and grape growers industry and she also conducts research in the area of wine tourism, wine marketing, and wine consumer behavior.

BIO

NICHOLAS OAKES

Nicholas Oakes is an expert at Digital Advertising for the online wine sales world. Nicho has a deep understanding on big data and works at Wine-Searcher, a 500,000 wines platform dedicated to finding and pricing wine.

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

PAZ LEVINSON

Paz Levinson works between Argentina and France as Sommelier, Consultant and Educator. She is today one of the world's top sommeliers.

BIO

RUI FALCÃO

Rui is the most influential wine journalist in Portugal and one of the most respected voices about Portuguese wines. He is also a promoter of MUST Fermenting Ideas.

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

EVENT VENUE

CASCAIS PORTUGAL

25Km (19 miles) from Lisbon

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 the first Wine Summit.

The coastal town of Cascais is 25 minutes away from Portugal’s capital, Lisbon. With a charm that resembles Biarritz in France or Sausalito in the US, Cascais was once home and refuge of kings, worldwide relevant political personalities and celebrities. Today, Cascais is a dynamic town, one of the top touristic points of Portugal filled with energy, events, restaurants, and outdoors activities. You can’t escape its charm. Come visit us with MUST Fermenting Ideas.

Centro Congressos do Estoril

CENTRO DE CONGRESSOS DO ESTORIL

Av. Amaral, 2765-192 Estoril, Portugal

At the grand Congress Center by the famous Casino do Estoril and its garden, MUST Fermenting Ideas’ venue will evoke a contemporary interpretation of the world of wine. It will gather emblematic materials 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.

The sophisticated yet comfortable living room concept main lounge where all participants, speakers and press will come together will be the perfect set to network and exchange opinions.

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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