Bulgaria’s Journey to Wine Excellence: Following in Argentina’s Footsteps

When Robert Hayk established his Bulgarian wine import business, G&B Importers, twelve years ago, he made a bold declaration: he aimed to transform Bulgaria into the next Argentina. For Hayk, the transformation of Argentina from a mere value producer to a region recognized for its high-quality terroir serves as a benchmark. He believes that Bulgaria possesses the essential resources—its rich history, potential vineyards, and talented individuals—but requires a modern framework and global marketing narrative to shift from being overlooked to being celebrated in the wine community.

As a co-founder of G&B Importers, Hayk has dedicated years to introducing Bulgarian wines to the U.S. market through varying brands, including Bulgariana and Rough Day Wines, which are available at Whole Foods. His current venture, in partnership with American winemaker Paul Hobbs, is the Hayk & Hobbs project, a premium wine initiative. The first release, a single-vineyard Bulgarian Cabernet Sauvignon sourced from the Sakar Hills, is expected in spring 2026 and will feature limited production.

Hayk is motivated by personal ties, having sought refuge in Bulgaria after leaving war-torn Armenia during the Soviet collapse. He has developed a profound connection to Bulgarian wine, seeing it as part of his identity and memories. As he travels through Bulgaria’s wine regions, he notes the struggles of local communities facing decline and expresses a commitment to reviving these areas through wine production.

He highlights the need for quality over volume in Bulgarian wine production, arguing that the tradition has suffered because vineyard work was often undervalued. Hayk emphasizes that Bulgaria requires a shift toward craft viticulture to enhance its reputation and quality of wine.

Hobbs brings his expertise and vineyard-first doctrine into the partnership as they work collaboratively to establish a refined approach to wine production in Bulgaria. Hayk recognizes that the partnership requires commitment and openness to change, relying on local expertise to improve viticulture practices.

For Hayk, the goal of the Hayk & Hobbs collaboration is twofold: to produce exceptional wine and to secure a sustainable future for Bulgarian winemakers. Having received accolades for existing brands, including Rough Day Wines, the partnership aims for broad acceptance and growth in the international wine market while supporting local communities in Bulgaria.

Ultimately, Hayk is not seeking to save Bulgaria but to provide a successful model of excellence that can shape expectations and bring recognition to the region. His vision rests on the belief that Bulgaria can emulate Argentina’s journey toward becoming a respected name in the global wine industry, driven by quality and a deep connection to its cultural legacy.

For more about Bulgarian wines, visit G&B Importers and Hayk & Hobbs.

About the Author: Chris Lehoux

Meet Chris Lehoux, an experienced wine connoisseur and dedicated blogger with a deep passion for all things wine-related. With years of expertise in the industry, Chris shares insightful wine reviews, valuable wine tasting tips, expert pairing advice, and captivating tales of vineyard visits. Join Chris on a journey through the world of wine, where every sip is an adventure waiting to be savored!