THE FIRST WINE SUMMIT TO BRING ALL EXPERTS TOGETHER TO DISCUSS THE FUTURE
26 27 28 JUNE 2019
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
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
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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.
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.
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.
FALL IN LOVE WITH CASCAIS
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