Bulgaria's wine exports could be increased by boosting the respective image-making efforts, according to Plamen Mollov, a former MP and honorary head of the Bulgarian Food and Drinks Industry Association. "Bulgaria must boost the image of its wine and decide how to position itself on the world wine market. The international competition is becoming increasingly rigorous which makes it essential that Bulgaria should find a niche," Mollov recommended speaking on the Bulgarian National Television Wednesday. "Wine markets are extremely conservative. What you sell is the tradition. French wine is not better than Bulgarian wine in any way. This is a matter of a long-term policy and image-making efforts," he believes.