The document summarizes a qualitative research project conducted in 2012 on perceptions of vodka and rakia (Bulgarian brandy) in Bulgaria. Over 26 interviews were conducted with people ages 20-30, along with desk research. Key findings included that rakia is seen as traditional and connected to family and roots, while vodka is seen as more cosmopolitan and connected to nights out. Both drinks are commonly consumed but have different cultural meanings and contexts of consumption in Bulgaria.

1. South-East European Center for Semiotic Studies
at New Bulgarian University - Sofia
Alcoholic Beverages
Project (2012)
How Vodka and Rakia are Perceived in Bulgaria
Authors:
Dimitar Trendafilov, Executive Assistant of Socio-semio Lab, SEECSS
Milena Hristova-Markova, PhD Candidate, SEECSS
Supported by: MA Students “Advertising and Lifestyles” (2011/2012)
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2. ACKNOWLEDGEMENTS
1. Common article:
“Going out” rituals
in semiotic journal
“Lexia”, 2012
2.
?
• Milena Hristova gave the idea and designed the research
• Field work has been done by 13 MA students
• Secondary info analysis has been done by Dimitar Trendafilov
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3. COVERAGE OF THE ALCOHOL PROJECT
Qualitative Research (may - june 2012):
• Field work - 26 Interviews
(the target group included 20-30 years old active consumers)
• Desk Research:
- Producers’ sites
- Online forums
- Advertisements
- Facebook sites and groups
- Additional PR and research articles
- Other materials (mainly pop-culture artifacts)
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4. OBJECTIVES
• Shading light on perception of Rakia and Vodka, and ways of
consumption in alcohol category as a whole;
• Clarifying to what extend the consumption of the each of the two
drinks is connected with lifestyle;
• Clarifying which are the main brands in the market, and what are
their images (to what extend brand has influence over the
consumption);
• Studying the Internet discourse about the two drinks.
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5. WHERE IS THE COMPETITION?
• Almost 60% of the alcohol market is in grey zone
(but it does not mean that it is fake)
• Rakia market - Home-made vs. Branded products
• Vodka market – Local vs. Global brands
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6. QUANTITATIVE RESEARCH 2011 /
1
When usually, in what situations you How often you personally drink
personally use alcohol? alcohol?
“When I celebrate” – 48% “Every day” – 11%
“When I’m with my family” – 46% “5-6 times a week” – 8%
“When I go out with friends” – 33% “3-4 times a week” – 14%
“When I eat” – 32% “1-2 times a week” – 22%
“When I want to relax” – 26% “2-3 times a month” – 13%
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7. QUANTITATIVE RESEARCH 2011 /
2
• 70% think that alcohol is a part of our local culture
• 78% drink liquor in home environment
• 8% in bars or disco clubs, and 7% - in restaurants
• 46% drink mostly with their families
• About 55% drink on weekly basis (at least 2 times): but in fact,
towards 20% drink some kind of alcohol every day
• Rakia – chosen by male population, the group of elders,
predominantly from small towns and villages
• Vodka – chosen by males, 20-40 years old, with mean level
income
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8. ALCOHOL AS A PART OF THE CULTURE
A Statement on Facebook (by Bulgarian guy):
“We drink to celebrate when something good happened,
we drink also when something bad happened [to overcome it],
but we drink as well when nothing happens.”
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9. OPPOSITIONS /1
RAKIA Vs. VODKA
SHADING VALUES SHARING PARTY
(LONG TERM EFFECT) (SHORT TERM EFFECT)
ROOTS DREAMS
(HISTORY, FAMILY) (FLIRT)
VILLAGE CITY
(LOCAL, ORIGINAL) (COSMOPOLITANISM)
PROCESS PROCESS
OF PREPARATION OF CONSUMATION
(HISTORY, TRADITION) (EMOTION)
Searching for the meaning of each drink
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10. OPPOSITIONS /2
RAKIA Vs. VODKA
Just like wine, it is “grown” Nobody cares
and follow the cycles of nature about the ingredients
Way of living Lifestyle
The most important thing The most important things
are the regions of origin are effect and image
Marketers make their promotions Marketers make their promotions
in so called “hot market” in so called “cold market”
Searching for the meaning of each drink
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11. Vodka: PURIFY YOUR (NEXT) MORNING
Purified to perfection
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12. Vodka: CONQUERING FLIRTS & CLUBS
Dirty dancing
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13. What will be the world without….?
• … Vodka – the vast majority of respondents don’t see any
problems in substituting it with another high spirits drink, usually
they mention “whisky”.
• … Rakia – the people have difficulties to imagine a world without
Rakia and refuse to accept the idea:
“There will be always someone who will make it” (male, Rakia drinker)
• But there is no problem for the two drinkers’ groups to get
together in one party.
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14. MAIN GROUPS
Groups :
– Favourite ones – whiskey, vodka, beer, gin, rum – “those I would drink always with
pleasure”. Whiskey is the leader – I like it them most.
– Last resort – rakia, liquors, vermouth, mastika, champagne, tequila, wine – “if I’m
invited somewhere and only those are available I would drink them”. Leaders are
rakia and wine – most popular and most preferred. “I’m used to them, as I often
happen to drink them”.
– Exotic ones – cognac, digestive, grenadine, absinth – “I wouldn’t drink them, most of
them I haven’t even try, don’t trust them.”
Vodka – “universal drink”, as it could be combined with different non-alcoholic beverages. For
her, it is similar as situations of consumption to whiskey – “the associations with vodka for me
are very similar to those with whiskey – friends, parties, going out”. But vodka is also related to
my younger years – then I used to drink more vodka, compared to now. Vodka is tasteless.
“Spirit with a light or no flavor at all”. Always combined with some non-alcoholic drink to soften
it. Would be replaced with whiskey or gin. Very common drink.
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15. ALCOHOLIC DRINKS MAPPING
Strong
Absinth
Rakia Mastika Vodka Tequila
Ouzo Whiskey Gin
Martini
At home Out of home
Sparkling wine
Campari
Metaxa Wine Mentha
Cognac
Brandy
Liquor Beer
Digestive
Vermouth
Light
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16. Rakia: THE NATIONAL PRIDE
Nature, Rituals/Religion, Family, Tradition, Folklore, Local Product
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17. FOLKLORE
• The local producers say that they “roast” Rakia, not “bake” or “blend”
• “Mulled” Rakia (as a part of sexual ritual – in the morning after the
first night of marriage)
• We use Rakia as a medicine against cold (rubbed into the skin)
• The idiom is not a “litter” but a “kilo” of Rakia
• Rakia is praised in different songs / “I can give 100 kilos of Rakia
only to have you, …. !” (Rakia as a currency in male mind)
“Tequila Sunrise” is a comic sub-show (sitcom
style) of one of the most popular TV shows in
BG; the idea is to present Bulgarian kruchma
(pub, tavern) environment where Bulgarian
situations happen.
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18. (Th)Rakia Square
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19. Rakia Power (Football fanship)
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20. GAMES FOR ADVANCED (players)
JUST DO IT!
/ GO AHEAD!
Vodka
… and the world is colorful again
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21. New Bulgarian University // Socio-Semiotic Lab
THANK YOU FOR YOUR ATTENTION
AND, PLEASE, DRINK RESPONSIBLY!
SOZOPOL, Bulgaria
September the 17th, 2012
18th Early Fall School of Semiotics
“Food, drink, and National Identity”
trendafilov.dim@gmail.com
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