THE FIRST WINE SUMMIT TO BRING ALL EXPERTS TOGETHER TO DISCUSS THE FUTURE
20 21 22 JUNE 2018
CASCAIS – PORTUGAL
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
To be announced
Watch this space for more speakers
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 |
| 14:30 |  |
FRANK CORNELISSEN | Biodynamics, hocus pocus or true respect for Mother Earth? |
| 15:30 | PENDING DISCLOSURE |
| 16:30 | |
COFFEE BREAK |
| 17:00 |  |
DISCUSSION PANEL | In today’s changing world what is a wine flaw? Michel Bettane, Frank Cornelissen, Gerard Basset, 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 |
| 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. |
|
END OF SESSIONS |
| 18:00 | |
|
| 21:00 | |
END OF THE DAY |
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 |
| 14:30 |  |
FELICITY CARTER | “’Storytelling’ has become this big mantra in wine, but most people misunderstand what it means…” |
| 15:30 | |
PENDING DISCLOSURE |
| 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
|
14:30 – FRANK CORNELISSEN | Biodynamics, hocus pocus or true respect for Mother Earth? |
| 15:30 – PENDING DISCLOSURE |
16:30 – COFFEE BREAK
| 17:00 – DISCUSSION PANEL | In today’s changing world what is a wine flaw? Michel Bettane, Frank Cornelissen, Gerard Basset, 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
|
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. |
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
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
|
14:30 – FELICITY CARTER | “‘Storytelling’ has become this big mantra in wine, but most people misunderstand what it means…” |
| 15:30 – PENDING DISCLOSURE |
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
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THE VENUE
Meet, share and have fun
MUST – Fermenting Ideas is the first worldwide Wine Summit to bring all the industry experts together. Sponsors, partners, producers and journalists from all over the world can mingle in one common hall designed to promote networking and break barriers between speakers and participants.
Influent, decisive, provocative and respected professional opinion leaders in the wine industry will ferment and instigate ideas, debate trends, discuss problems and search for opportunities and challenges. But, above all, the main goal is to create great moments for all who value sharing knowledge about the future of the wine world.
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.
FALL IN LOVE WITH CASCAIS
Brand Sponsors
Congress Organizer
Contact Us
info@mustfermentingideas.com
commercial@mustfermentingideas.com
