THE FIRST WINE SUMMIT TO BRING ALL EXPERTS TOGETHER TO DISCUSS THE FUTURE

26 27 28 JUNE 2019

CASCAIS – PORTUGAL

WHAT IS MUST – FERMENTING IDEAS ?

A wine summit where speakers, experts, journalists and guests from all over the world gather to discuss what unites us all: wine. Hear from the world’s top minds, network with fellow wine professionals, share knowledge, and join us in defining the industry’s future over the course of three days.

Having events like MUST is extremely important

Felicity Carter – Meininger’s Wine Business International

Really high caliber group of thinkers and influencers

Jamie Goode – Wine Journalist, Author

We can learn a lot about the way people think about wine

Eric Asimov – Editor-in-Chief, The New York Times

Having events like MUST is extremely important

Felicity Carter – Meininger’s Wine Business International

Really high caliber group of thinkers and influencers

Jamie Goode – Wine Journalist, Author

We can learn a lot about the way people think about wine

Eric Asimov – Editor-in-Chief, The New York Times

450+

Industry Insiders

77%

Key Decision Makers

79%

Extremely Pleased Participants

22

Different Countries

SPEAKERS

In 2018 we have an amazing line up with influent, decisive, incisive and respected opinion leaders. MUST is set to instigate ideas and promote debate over the main trends and challenges facing the wine industry.

IWC Founder, Author, Meininger’s Editorial Consultant

MW, MS, OBE, Wine MBA, OIV MSc

Managing Director of the Austrian Wine Marketing Board

Counterfeit
Wine Authority

Prof. Oxford University, Experimental Psychologist

Producer, Winemaker & Consultant

Editor-in-Chief of Meininger’s Wine Business International

Marketing and Wine Tourism Leader

Managing Director Bodega Catena Zapata

Founder
Vivino

Author & Journalist, Master of Wine

Wine
Producer

Author,
Wine Journalist

Author, Wine Journalist, Wine Educator

Founder and CEO, Wine – Searcher

Wine Producer

Accredited Mediator

WED | 20 JUNE
09:00  MUST FERMENTING IDEAS | Opening Ceremony                                                  
09:30   ROBERT JOSEPH | What sort of media support should we use to market wine?     
10:30                                     COFFEE BREAK                                            
11:00   MICHEL BETTANE | Is French wine communication too confusing for new
consumers?
12:00 LAURA CATENA | High altitude vineyards – here to stay or just a fad?        
13:00                                              LUNCH                                                     
13:30 TASTE THE DIFFERENCE | This tasting session will present the same wine,
bottled on the same day, under the same conditions, but sealed with
different closures. The goal of these experiment is not to prove that one
closure tops another, but to underline the importance of the closure
itself, and learn more by encouraging you to Taste The Difference.
14:30   JAUME GRAMONA | Biodynamics, hocus pocus or true respect for Mother Earth?
15:30 DIRK NIEPOORT | Portugal, a wine country full of paradoxes.
16:30                                     COFFEE BREAK                                               
17:00           DISCUSSION PANEL | In today’s changing world what is a wine flaw? Michel                                  Bettane, Dirk Niepoort, Laura Catena and Alberto Antonini.
                                         END OF SESSIONS                                             
18:00
21:00                                              END OF THE DAY                                          
THU | 21 JUNE
08:30  DEBRA MEIBURG | Asia wine trends and what does it take to succeed in Asia?
09:30  MAUREEN DOWNEY | Wine counterfeit, should we be afraid?                            
10:30                                     COFFEE BREAK                                            
11:00 RUI FALCÃO | Clay amphora wines in the Alentejo, a legacy handed
down from generation to generation.                                           
12:00  PROF. CHARLES SPENCE | Wine, brain and consumer psychology.                  
13:00                                              LUNCH                                                     
13:30 TASTE THE DIFFERENCE | This tasting session will present the same wine,
bottled on the same day, under the same conditions, but sealed with
different closures. The goal of these experiment is not to prove that one
closure tops another, but to underline the importance of the closure
itself, and learn more by encouraging you to Taste The Difference.
14:30  WILLI KLINGER | Austria, land of red wines?                                                                  
15:30 GERARD BASSET | There are a myriad of organisations providing wine education (ISG,  CMS, WSET, IMW). Which one to choose?
16:30                                           COFFEE BREAK                                               
17:00  DISCUSSION PANEL | Is there any space left for the traditional wine press? Felicity
Carter, Debra Meiburg, Robert Joseph and Willi Klinger.
                      
18:00 HIDDEN GEMS OF PORTUGAL | A masterclass by Dirceu Vianna Junior, MW.
                                                            
19:30                                          END OF SESSIONS                                             
FRI | 22 JUNE
08:30  HEINI ZACHARIASSEN | Do you know how to use Vivino in your favor?               
09:30  ALBERTO ANTONINI | Going back to the roots. Are we finally over with overripe, over concentrated wines.
10:30                                     COFFEE BREAK                                            
11:00  MARIETTE DU TOIT-HELMBOLD | Wine tourism, building loyalty connections.
12:00  MARTIN BROWN | The art & science of pricing of wine.                                                 
13:00                                                              LUNCH                                  
13:30 TASTE THE DIFFERENCE | This tasting session will present the same wine,
bottled on the same day, under the same conditions, but sealed with
different closures. The goal of these experiment is not to prove that one
closure tops another, but to underline the importance of the closure
itself, and learn more by encouraging you to Taste The Difference.
14:30 FELICITY CARTER | “Storytelling’ has become this big mantra in wine,
but most people misunderstand what it means…”
15:30 RONALD AUSTIN | “Can Mediation transform Conflicts in the Wine
industry into New Business Relationships?” 
              
                                                  
16:30                                          COFFEE BREAK                                         
17:00                           DISCUSSION PANEL | For the first time, the founders of Wine-Searcher and Vivino, Martin Brown and Heini Zachariassen discuss the future of selling wine online. Moderated by Rui Falcão.                      
18:00                                         CLOSING CEREMONY                                  
WED | 20 JUNE
09:00 – MUST FERMENTING IDEAS | Opening Ceremony
09:30 – ROBERT JOSEPH | What sort of media support should we use to market wine?

10:30 – COFFEE BREAK

11:00 – MICHEL BETTANE | Is French wine communication too confusing for new consumers?
12:00 – LAURA CATENA | High altitude vineyards – here to stay or just a fad?

13:00 – LUNCH

13:30 – TASTE THE DIFFERENCE | This tasting session will present the same wine, bottled on the same day, under the same conditions, but sealed with different closures. The goal of these experiment is not to prove that one closure tops another, but to underline the importance of the closure itself, and learn more by encouraging you to Taste The Difference.
14:30 – JAUME GRAMONA | Biodynamics, hocus pocus or true respect for Mother Earth?
15:30 – DIRK NIEPOORT |Portugal, a wine country full of paradoxes.

16:30 – COFFEE BREAK

17:00 – DISCUSSION PANEL | In today’s changing world what is a wine flaw? Michel Bettane, Dirk Niepoort, Laura Catena and Alberto Antonini.

END OF SESSIONS

18:00 – WINE SUNSET | An 18th century castle by the sea. A perfect spot to taste some of the best wines whilst enjoying a magnificent view of the Atlantic.

21:00 – END OF THE DAY

THU | 21 JUNE
08:30 – DEBRA MEIBURG | Asia wine trends and what does it take to succeed in Asia?
09:30 – MAUREEN DOWNEY | Wine counterfeit, should we be afraid?

10:30 – COFFEE BREAK

11:00 – RUI FALCÃO | Clay amphora wines in the Alentejo, a legacy handed down from generation to generation.
12:00 – PROF. CHARLES SPENCE | Wine, brain and consumer psychology.

13:00 – LUNCH

13:30 – TASTE THE DIFFERENCE | This tasting session will present the same wine, bottled on the same day, under the same conditions, but sealed with different closures. The goal of these experiment is not to prove that one closure tops another, but to underline the importance of the closure itself, and learn more by encouraging you to Taste The Difference.
14:30 – WILLI KLINGER | Austria, land of red wines?
15:30 – GERARD BASSET | There are a myriad of organisations providing wine education (ISG, CMS, WSET, IMW). Wich one to choose?

16:30 – COFFEE BREAK

17:00 – DISCUSSION PANEL | Is there any space left for the traditional wine press? Felicity Carter, Debra Meiburg, Robert Joseph and Willi Klinger.
18:00 – HIDDEN GEMS OF PORTUGAL | A masterclass by Dirceu Vianna Junior, MW.

19:30 – END OF SESSIONS

FRI | 22 JUNE
08:30 – HEINI ZACHARIASSEN | Do you know how to use Vivino in your favor?
09:30 – ALBERTO ANTONINI | Going back to the roots. Are we finally over with overripe, over concentrated wines.

10:30 – COFFEE BREAK

11:00 – MARIETTE DU TOIT-HELMBOLD | Wine tourism, building loyalty connections.
  12:00 – MARTIN BROWN | The art & science of pricing of wine.

13:00 – LUNCH

13:30 – TASTE THE DIFFERENCE | This tasting session will present the same wine, bottled on the same day, under the same conditions, but sealed with different closures. The goal of these experiment is not to prove that one closure tops another, but to underline the importance of the closure itself, and learn more by encouraging you to Taste The Difference.
14:30 – FELICITY CARTER | ‘Storytelling’ has become this big mantra in wine, but most people misunderstand what it means…
15:30 – RONALD AUSTIN | “Can Mediation transform Conflicts in the Wine Industry into New Business Relationships?”

16:30 – COFFEE BREAK

17:00 – DISCUSSION PANEL | For the first time, the founders of Wine-Searcher and Vivino, Martin Brown and Heini Zachariassen discuss the future of selling wine online. Moderated by Rui Falcão.

18:00 – CLOSING CEREMONY

Best wine and wine tourism conference I’ve been and participated in

Mariette Du Toit-Helmbold – Wine Tourism Expert

Modern, exciting and vital

Mattew Jukes – Wine Writer

I’ve never been in such a professional event like this

CEO Wine Intelligence

Best wine and tourism conference I’ve been and participated in

Mariette Du Toit-Helmbold – Wine Tourism Expert

Modern, exciting and vital

Mattew Jukes – Wine Writer

I’ve never been in such a professional event like this

CEO Wine Intelligence

Best wine and wine tourism conference I’ve been and participated in

Mariette Du Toit-Helmbold – Wine Tourism Expert

Modern, exciting and vital

Mattew Jukes – Wine Writer

I’ve never been in such a professional event like this

CEO Wine Intelligence

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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 Wine Summit.

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.

Expect the Unexpected

Ideas, knowledge and information are the Must we keep fermenting to produce a better future that leads into a deeper understanding of the industry. Our motto stands for an open minded summit having wine as a kick starter for the world economy.

MUST – Fermenting Ideas was conceived to be one of the top wine events worldwide. It stands out for its high level of innovation, originality and quality of the speakers and attendees. From this blend of ideas we aim to achieve greatness.

Engage with the Masters

MUST – Fermenting Ideas instigates the perception of different points of view, sharing knowledge and discussions within the wine industry. It is a unique opportunity to all professionals to share their thoughts with speakers and other guests experiences and expertise.

The most relevant opinion leaders, specialised journalists, stimulating speakers, prestigious producers and significant researchers gather at MUST to ferment ideas and share their knowledge in the many sides of the industry – wine making, trade, wine tourism, marketing, education and communication.

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 Wine Summit.

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.

Expect the Unexpected

Ideas, knowledge and information are the Must we keep fermenting to produce a better future that leads into a deeper understanding of the industry. Our motto stands for an open minded summit having wine as a kick starter for the world economy.

MUST – Fermenting Ideas was conceived to be one of the top wine events worldwide. It stands out for its high level of innovation, originality and quality of the speakers and attendees. From this blend of ideas we aim to achieve greatness.

Engage with the Masters

MUST – Fermenting Ideas instigates the perception of different points of view, sharing knowledge and discussions within the wine industry. It is a unique opportunity to all professionals to share their thoughts with speakers and other guests experiences and expertise.

The most relevant opinion leaders, specialised journalists, stimulating speakers, prestigious producers and significant researchers gather at MUST to ferment ideas and share their knowledge in the many sides of the industry – wine making, trade, wine tourism, marketing, education and communication.

THE VENUE

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 Wine Summit.

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.

THE CONCEPT

Expect the Unexpected

Ideas, knowledge and information are the Must we keep fermenting to produce a better future that leads into a deeper understanding of the industry. Our motto stands for an open minded summit having wine as a kick starter for the world economy.

MUST – Fermenting Ideas was conceived to be one of the top wine events worldwide. It stands out for its high level of innovation, originality and quality of the speakers and attendees. From this blend of ideas we aim to achieve greatness.

THE KNOWLEDGE

Engage with the Masters

MUST – Fermenting Ideas instigates the perception of different points of view, sharing knowledge and discussions within the wine industry. It is a unique opportunity to all professionals to share their thoughts with speakers and other guests experiences and expertise.

The most relevant opinion leaders, specialised journalists, stimulating speakers, prestigious producers and significant researchers gather at MUST to ferment ideas and share their knowledge in the many sides of the industry – wine making, trade, wine tourism, marketing, education and communication.

SPONSORS

Platinum

Gold

Silver

Media Partners

Friendships. No egos. In step with the industryBirdie Quay – Sommtable.com

This is a conference where we are looking for the futureHuiquin Ma – Prof. Agricultural, University of Beijin

Professional, flawless, elegant, style.Natalia Velikova – Texas Tech University

I was very proud to be a part of it Alice Feiring – Author, Wine Critic

An outlook of the industry that you don’t usually getVictor de La Serna – Journalist and Wine Producer

This is a conference where we are looking for the futureHuiquin Ma – Prof. Agricultural, University of Beijin

I was very proud to be a part of itAlice Feiring – Author, Wine Critic

Friendships. No egos. In step with the industryBirdie Quay – Sommtable.com

Professional, flawless, elegant, style.Natalia Velikova – Texas Tech University

An outlook of the industry that you don’t usually getVictor de La Serna – Jounalist and Wine Producer

This is a conference where we are looking for the futureHuiquin Ma – Prof. Agricultural, University of Beijin

I was very proud to be a part of it 

Alice Feiring – Author, Wine Critic

Friendships. No egos. In step with the industry

Birdie Quay – Sommtable.com

Professional, flawless, elegant, style.

Natalia Velikova – Texas Tech University

An outlook of the industry that you don’t usually get

Victor de La Serna – Jounalist and Wine Producer

FOUNDERS

Paulo Salvador

Paulo Salvador (left) is a journalist, presenter and the 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 (right) is one of the most respected wine critics in Portugal. He is a consultant, and a columnist for several international magazines. He is a writer and speaker, well-known for his expertise in international wine markets.

FOUNDERS

Paulo Salvador

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

Rui Falcão

Rui Falcão (right) 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 a well-know for is expertise in international wine markets.

MEDIA

Here you have the opportunity to apply for accreditation online.

FALL IN LOVE WITH CASCAIS

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