Asenovgrad is located on the northern slopes of the Rhodopes on both banks of the Asenitsa River. From the south it is surrounded by hills, whose slopes in places descend steeply to the river. To the west and north in front of the town stretches the Asenovgrad fertile field. The average altitude of the area is 158 meters. This characteristic shows that in the area of ​​Asenovgrad nature has created soil and climatic conditions suitable for the emergence and development of viticulture and winemaking as a livelihood of the population. Viticulture is one of the oldest livelihoods in the city. We learn this from the researchers of this period, who have summarized the data from Thracian antiquity. There is no doubt that the Thracians knew the vine and wine and skillfully cultivated them.

Asenovgrad Winery was established on October 15, 1947, on the basis of the Stanimashki Mavrud wine cooperative. With the increase of the raw material base the enterprise develops and the production constantly increases.