The first Wine Summit to bring all industry experts together

26 27 28 JUNE 2019

CASCAIS – PORTUGAL

WHAT IS MUST – FERMENTING IDEAS ?

MUST – Fermenting Ideas is a think-tank wine summit where leading speakers, experts, journalists and guests from all over the world gather to discuss what unites us all: wine. Over the course of three days MUST offers a worldwide forum for attendees, press and wine tourism industry to actively exchange, share and challenge state-of-the-art presentations by leading wine experts who shape the future of this industry.

508+

Industry Insiders

77%

Key Decision Makers

83%

Extremely Pleased Participants

31

Different Countries

The wine industry certainly needs a forum and this could be it

Felicity Carter – Meininger’s Wine Business International

It’s absolutely mandatory to come

Gerard Basset – Master of Wine and Master Sommelier

The impressive list of speakers that makes it absolutely unique

Willi Klinger – Managing Director Austrian Wine Board

The wine industry certainly needs a forum and this could be it

Felicity Carter – Meininger’s Wine Business International

It’s absolutely mandatory to come

Gerard Basset – Master of Wine and Master Sommelier

The impressive list of speakers that makes it absolutely unique

Willi Klinger – Managing Director Austrian Wine Board

SPEAKERS

First speaker announced

ERIC ASIMOV RETURNS TO MUST IN 2019

There is a lot to learn here at MUST

Eric Asimov Chief Wine Critic, The New York Times

A keynote not to be missed

GAIA GAJA WILL BE SPEAKING AT MUST 2019

A 5th generation winemaker from the prestigious Gaja Family

Gaia Gaja Gaja Winery

France’s first female Master of Wine

ISABELLE LEGERON JOINS MUST 2019 SPEAKER LINE-UP

Drinks Business called her one of the 50 most powerful women in wine

Isabelle Legeron RAW Wine, Consultant, Wine Journalist, MW

Sign-up to hear about our speakers and other news.

First speaker announced

ERIC ASIMOV RETURNS TO MUST IN 2019

There is a lot to learn here at MUST

Eric Asimov Chief Wine Critic, The New York Times

A keynote not to be missed

GAIA GAJA WILL BE SPEAKING AT MUST 2019

A 5th generation winemaker from the prestigious Gaja Family

Gaia Gaja Gaja Winery

France’s first female Master of Wine

ISABELLE LEGERON JOINS MUST 2019 SPEAKER LINE-UP

Drinks Business called her one of the 50 most powerful women in wine

Isabelle Legeron RAW Wine, Consultant, Wine Journalist, MW

Sign-up to hear about our speakers and other news.

First speaker announced

ERIC ASIMOV RETURNS TO MUST IN 2019

There is a lot to learn here at MUST

Eric Asimov Chief Wine Critic, The New York Times

A keynote not to be missed

GAIA GAJA WILL BE SPEAKING AT MUST 2019

A 5th generation winemaker from the prestigious Gaja Family

Gaia Gaja Gaja Winery

 

France’s first female Master of Wine

ISABELLE LEGERON JOINS MUST 2019 SPEAKER LINE-UP

Drinks Business called her one of the 50 most powerful women in wine

Isabelle Legeron RAW Wine, Consultant, Wine Journalist, MW

Sign-up to hear about our speakers and other news.


SPEAKERS

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.

Master of Wine
and
 Writer

Gaia International
Brand Ambassador

More to come

We will be announcing new speakers soon


PROGRAMME

WED | 26 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 | 27 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 | 28 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 | 26 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 | 27 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 | 28 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 – Editor-in-Chief Meininger’s Wine Business International

A think tank where we
can defend our ideas

Michel Bettane – Wine Critic

Inspiring

Debra Meiburg MW – Award-winning author, TV personality and international speaker

JOIN THE INDUSTRY’S DECISION-MAKERS

Book your seat at the table and help shape the future of wine with the world’s top experts.

Congress Center Estoril

CCE Estoril enjoys a global reputation for excellence and is consistently ranked among the world’s top convention centres.

Over 1000sqm daylight flooded space for coffee breaks, lunch and exhibition directly connected to the auditorium and workshop rooms. Catering, cafés, exhibition halls are all under one roof maximising networking potential of the event.

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.

Congress Center Estoril

CCE Estoril enjoys a global reputation for excellence and is consistently ranked among the world’s top convention centres.

Over 1000sqm daylight flooded space for coffee breaks, lunch and exhibition directly connected to the auditorium and workshop rooms. Catering, cafés, exhibition halls are all under one roof maximising networking potential of the event.

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

Congress Center Estoril

CCE Estoril enjoys a global reputation for excellence and is consistently ranked among the world’s top convention centres.

Over 1000sqm daylight flooded space for coffee breaks, lunch and exhibition directly connected to the auditorium and workshop rooms. Catering, cafés, exhibition halls are all under one roof maximising networking potential of the event.

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 Partner

We need events like this to open minds
Dirk Niepoort – Fifth Generation CEO Niepoort

Innovative, fascinating,
very interesting

Martin Brown – Founder of Winesearcher

FOUNDERS

Paulo Salvador

Paulo Salvador (left) is a journalist, presenter and the Editor-in-Chief 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, book author, and a columnist for several international wine magazines. He is also a writer and guest speaker well-known for his expertise in international wine markets.

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, book author, and a columnist for several international wine magazines. He is also a writer and guest speaker well-known for his expertise in international wine markets.

MEDIA

Interested in covering the wine summit? Request a press pass online.

BLOG

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.