The Diageo conference took place in Sofia, hosted by Avendi – the official representative of Diageo’s brands in Bulgaria and winner of the 2024 “Partner of the Year” award for Eastern Europe. The event brought together over 200 delegates from more than 30 countries across Central and Eastern Europe and Asia.
“At the heart of VM Finance Group – and especially of Avendi – lies a spirit of bold entrepreneurship and transformative innovation. These values are key to meeting the ever-evolving tastes and habits of today’s consumers and driving the market forward. Diageo Roundfest was a powerful glimpse into what the future holds,” said Alexandra Mircheva, CEO of VM Finance Group.
Conference panels with world-class guest experts, along with Show & Tell sessions featuring nominated partners for the Diageo Awards, focused on the future of the industry and shared the latest trends and insights.
The program included a Singleton food pairing session with brand ambassador Chef Alexander Taralezhkov and Diageo Bulgaria ambassador Svetoslav Chochev, a talk on the application of AI in business by Paul Sfirlea, Diageo Bar Academy’s Head Trainer for Eastern Europe, masterclasses on the evolution of on-trade trends and industry culture, and The Owners Meeting with business owners and Diageo partners.
The Mayor of Sofia, Vasil Terziev, was also a special guest at this significant event for the city.
