Interview with the Executive Director of Vinprom Yambol - Krassimir Avramov for “Duma” newspaper: We offer good quality at a good price

The success formula is traditions and modernity, entwined in premium wines, says the executive director of "Vinprom Yambol"

KRASSIMIR AVRAMOV had graduated his higher education at the University of Food Technologies in Plovdiv, specialty "Wine and Spirits". He had also specialized "Beer and Soft drinks", as well as "Tobacco and Tobacco Products ". In 1988 he started work at "Vinprom Yambol" as a technologist and went through all the management levels to reach his current position as an Executive Director. He has a number of specializations abroad - France, Italy, Spain, Portugal, South Africa, Japan and Chile.

- Mr. Avramov, the grape-gathering is at its end. How would you comment on this year's yield?

- This year the quality of the yield is very good. It is bigger as a quantity, compared to the last year. According to the calculations of the Executive Agency for Vine and Wine for 2013, the production is expected to increase by 25-30%, which means that wine-growers will collect over 250 000 tons of grapes this year. It is also expected that the grapes` prices will drop by about 20%.

- Does "Vinprom Yambol" have its own vineyards? Would you tell us more about them?

- “Vinprom Yambol” owns over 9000 decares of vineyards which are located in the lands of the villages of Tenevo, Bolyarovo and Topolica, as well as the vineyard planted only with white grape varieties in Troyanovo. The future plans of the company include the creation of more vineyards not only with typical regional varieties, but also with experimental ones. Our pride is a vineyard with an area of 900 decares, with parts of it planted over the years. It all started in 2005. Not only the soil but also the microclimate at the beginning and at the end of the massif is different.

In our vineyards we grow more traditional for Bulgaria varieties such as Chardonnay, Muscat Ottonel, Mavrud, Tamianka, Merlot, and Cabernet as well as relatively new to the country varieties such as Petit Verdot, Prosecco, Viognier, and Syrah. The different varieties ripen at different times and it allows the grape-gathering to begin in August and be completed in October. The 2013`s yield promises to be very rich and with high quality.

- "Vinprom Yambol" is one of the oldest in the country.  What is the secret of your long-standing success on the market?

- "Vinprom Yambol" had inherited 1924`s wine traditions, as today it has at its disposal modern facilities in Yambol and Straldja. Our total grape processing capacity exceeds 16 million kilograms and storage capacity - 18 million liters. The vineyards are located in a heavenly place, characterized by a specific microclimate - mild winters and moderate hot summers. This is a prerequisite for an equable ripening of the grapes and their vinification to high-tech wines and grape distillates. The vineyards are processed with new and modern agricultural equipment and inventory compliant with all European requirements. The process of vine growing is entrusted to a team of highly qualified agronomists who annually have the chance to exchange experience with our traditional partners in France, Germany and Italy.

- Recently you`ve opened a new microvinification winery. Will you tell us more about it?

- The new microvinification winery is a real pride for our company. It fully complies with the international standards for production of premium wines. Not only white, but also red varieties will be vinified in the winery. New and modern equipment for grapes` processing was imported especially from Italy. We plan to launch on the market new series of boutique wines for the real connoisseurs. The capacity of the winery is about 340 thousand kilograms of grapes, or about 170 thousand liters of wine. We needed nearly a year to build the facility. More than 500 experts participated in the project, and the investment was BGN 1 million.

- What actually is the microvinification? What will happen in the new winery?

- Microvinification actually means the production of small batches. The wonder of fermentation takes place within special small volume vessels, which helps the production of wine with a distinctive character and rich flavour. The wine in the new winery will be produced after careful selection of the grapes at the time of their harvest. Trademark of the company is the hand picking of the grapes. Then it is transported to the base in small and well-protected cassettes, in order to avoid even the slightest injury. In the winery, through the selection line, another quality check of the grapes is carried out. There they are manually selected again. From the line, the grapes enter last generation grape crusher, equipped with mechanisms for extremely delicate treatment of the grapes. The so crushed, grape pulp enters into microfermenters with a volume of 5 cubic meters, where the fermentation temperature is controlled by an automated system, by the assignement of the technologist. It is no coincidence that all renowned French wineries work this way.

- What distinguish the wines of "Vinprom Yambol" from the others on the market?

- Yambol is one of the regions in Bulgaria, famous with its wine-making traditions. The unique location of the Yambol`s vineyards and the suitable soils for grape growing have always been a guarantee for outstanding wine. What definitely distinguish our wines from the others is the unique combination of traditional and modern techniques, which we entwine in the creation of every product.

We offer wines with strong fruity flavour, which are much in demand on the market at home and abroad. These wines are very popular in England, Chile, Argentina and Australia. We also have another type of wine - with oak-fruit flavor, which perfectly meets the old Bulgarian traditions and tastes. In practice, we may say that we satisfy all the requirements of good wine connoisseurs.

For the production of Villa Yambol red wines, we mainly use the varieties Cabernet, Merlot, Syrah and Mavrud; for the white wines - mainly Chardonnay and Muscat. We already grow Petit Verdot - French variety, as well as Cabernet Franc. We may also boast with the Vione – variety with peach aroma, Sauvignon Blanc, Tamianka, Muscat of Alexandria. What makes us famous on the market is the fact that we sell high quality wine at a good price. We use the highest quality grapes, picked completely by hand.

The good quality also brings recognition...

- Yes, we recently won two big awards, which are very important. In San Francisco, “Vinprom Yambol” was honored with a prize for the best Merlot in the world - a double gold medal "The best Wine". The award came from Merlot Villa Yambol 2011. On the same competition we won a bronze medal for Cabernet Sauvignon Villa Yambol 2011. Our wines from Chardonnay, Muscat, Cabernet and Merlot received diplomas in the "Wine Index" competition and they lined up in the VIP wine collection last summer. In the competition took part the best Bulgarian and imported wines, presented on the market. Our alcoholic beverages also received prestigious awards from every competition in which they took part.

- Do you prepare any new wine brands?

- Next year we will present limited wine series. We explore the needs of the internal market very well, aiming to respond adequately to the demand. The success of the company is due exactly to that proper evaluation of the market. On the domestic market we offer our famous brand Villa Yambol, as export - apart from the successes of Villa Yambol we are very pleased with the good performance of other established company`s brands.

- What part of the production is intended for the Bulgarian market and what for export?

- The quantities are almost equally divided. About 50% of our production is for export, and the same quantity is intended for the internal market. We export to many countries, like Germany, England and the Czech Republic. We also have major markets in Asia. We deal with China, Japan, Hong Kong, Iraq and South Korea. In Africa, we also work seriously. We also export to the United States and Canada. The export is different these days, not like 15 years ago – when we used to export a lot of production to only one country. Now we export small quantities to many places. "Vinprom Yambol" is one of the companies that may boast about the good foreign market for its concentrates. Our alcoholic beverages are well accepted abroad, especially in the countries populated with more Bulgarians.

- Which are your most popular alcoholic beverages?

- "Vinprom Yambol" has a strong presence in the premium segment with Straldjanska Muscat rakia, which is sold in basic Matured Muscat option and Matured Special Selection. In the segment of Muscat rakia our market share is significant. Besides its high quality premium products, the company is very proud of Yambolska Grape rakia , which is the best selling product in its price class in Bulgaria. Very soon we will present a new proposal for its continuously increasing connoisseurs. Its success is built up on a unique combination of high quality, attractive design and affordable price. During the last few years, the product had significantly increased its sales. We offer good quality at a good price - this is the key to success.