Bucharest Academy of Economic Studies

Business Administration
- English -
Market analysis
for wines on the Romanian
market
Table of Contents
1
Introduction.........................................................................................3
1. Market capacity..............................................................................4
2. Market evolution.............................................................................7
3. Market structure............................................................................12
4. Product supply..............................................................................14
5. Exports and Imports ....................................................................1
!. Prices and tari""s...........................................................................24
7. #onclusions .................................................................................2!
$. %e"erence list................................................................................27
Introduction
&'e "act t'at %omanians like to drink (ine is (ell kno(n )y Europeans. *ut t'ey miss one aspect+
%omanians, a)ove all, are real (ine -ro(ers. &'is is due to t'e -eo-rap'y t'at (e live in. ."
course, t'e -eo-rap'y (ould )e (ort'less i" (e didn/t take in account t'e talent o" our viticulturists.
2
&'ere are several capital di""erences )et(een t'e people livin- in di""erent areas o" t'e country,
eac' (it' advanta-es and disadvanta-es. 0ame t'in- could )e said a)out t'e (ines comin- "rom
t'ese certain 1one+ eac' (ine is special. 2o (onder ('y t'e natives like to drink (ine+ every
person 'as a "avorite %omanian (ine, s(eet or dry, red or ('ite.
&'e %omanian viticulture -oes )ack at least 4333 years a-o. &'ere/s a le-end t'at states t'at
4ionysos, t'e -od o" (ine, (as )orn in &'racia. &'e (ine (as introduced )y t'e 5reeks, in 4acia,
('o arrived "rom t'e *lack 0ea. In t'e middle a-es, t'e 0axons )rou-'t di""erent types o" 5ermanic
-rapes and t'e (ine production diversi"ied and developed .6ater, in t'e 1$$3, P'ylloxera appeared
in %omania, comin- "rom 2ort' 7merica. &'is insect devastated t'e %omanian (ine cultures, alon-
(it' ot'er European cultures. &'is un"ortunate event 'ad a stron- impact on t'e local viticulture, )ut
eventually, di""erent sorts o" (ines (ere imported "rom 8rance. &'e %omanian (ine culture (as
)ack on tracks9
&'e -eneral climate is continental (it' very 'ot summers and cold (inters, alleviated sli-'tly )y t'e
in"luence o" t'e *lack 0ea, particularly in t'e extreme sout'-east. In &ransylvania, (est and nort' o"
t'e #arpat'ian Mountains, t'e altitude -ives sli-'tly cooler summers t'an are "ound else('ere in
t'e country. &'e soils are varied: t'ey are )asically stony and (ell-drained around t'e #arpat'ians,
)ut more alluvial and sandy in t'e coastal area.
&'ere"ore, t'e viticulture is done on 'ills and (ell-drained slopes, 'avin- t'e )est sun exposure.
.t'er areas pre"erred )y t'e (ine -ro(ers are t'e valleys t'at are protected a-ainst t'e cold (inter
(inds and late sprin- "rosts.
1
Wines of Romania
%omania num)ers amon- t'e "e( countries in t'e (orld t'at )ene"its o" suc' "avora)le
conditions "or vine -ro(in- and (ine makin-, exceptin- per'aps only 8rance, ('ic' can
produce suc' a -reat variety o" (ines. 8rom t'e divine ('ite (ines o" ;idvei and #otnari to
t'e red (ines o" Mur"atlar in 4o)ro-ea, %omania 'as al(ays o""ered some o" t'e most
excitin- and interestin- (ines in t'e (orld.
1
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3

Romania - a wine country
%omania is a ma>or European (ine country (it' ric' 'istoric and cultural traditions, many o"
t'em directly related to t'is marvelous drink, ri-'t"ully considered divine li?uor. &oday t'e
country )uilds its o(n "uture in consonance (it' t'at o" t'e European @nion and in t'is
sense under-oes pro"ound c'an-es, ('ile aspirin- to )ecome a valued mem)er o" t'e
(orld (ine community as a producer o" 'i-'ly praised ?uality (ines.
%omania is t'e 5t' (ine producer in Europe.
Place of Romania world-wide
- area under vine A!t' position in t'e E@B
- -rape production A7t' position in t'e E@B
- (ine production A7t' position in t'e E@B
- amon- t'e "irst 13 countries in t'e (orld (it' re-ard to area under vine and (ine production.
2
1. Market capacity
Cine market posted a total turnover o" 353 million euros in 233$, ('ile consumption is 2!.!
liters per capita is expected to -ro( in 233 to 33 liters per capita.
1.1The number of potential consumers ( potential market )
&'e potential consumers o" (ine market, represents t'e entire %omanian national population,
('o turned 1$ years, plus ot'er nationalities ('o, )y t'eir reli-ion and tradition, t'ey are allo(ed to
drink alco'ol. Most people, 1$ million, accordin- to 2332 census, are not pro'i)ited t'e
consumption o" alco'olic )evera-es.
1.2The number of effective consumers (effective market )
&'e e""ective consumers o" t'is market are t'e people older t'an 1$ years. In %omania,
t'ey are around 14 million.
2
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4
1.3Sales volume and sales value of the product ( by geographical regions/ administrative
territorial divisions/ developments regions)
The structure of the wine sales by counties in !""# $ liters of wine
Alba 10.161.200
Arad 12.528.600
Arges 17.875.200
Bacau 18.806.200
Bihor 15.960.000
Bistrita- Nasaud 8.299.200
Botosani 12.023.200
Brasov 15.696.660
Braila 9.98.00
Bu!au 13.220.200
"aras #everin 8.857.800
"alarasi 8.65.000
"lu$ 18.699.800
"onstanta 19.05.600
"ovasna 5.931.800
%a&bovita 1.17.200
%ol$ 19.551.000
'alati 16.9.660
'iurigu 7.982.660
'or$ 10.37.000
(argita 8.671.600
(unedoara 12.901.000
)asi 21.705.600
)l*ov 7.982.660
+ara&ures 13.568.660
+ehedinti 8.139.600
+ures 15.30.660
Nea&t 1.632.660
,lt 12.770.660
-rahova 22.051.00
#atu +are 9.762.200
#ala$ 6.596.800
#ibiu 11.198.600
#uceava 18.300.800
.eleor&an 11.597.600
.i&is 18.008.200
.ulcea 6.836.200
/aslui 12.103.000
/alcea 10.985.800
5
/rancea 10.29.200
Bucuresti 53.226.600
1.!Structure of the sales volume and value
In t'e se-ment o" 3.75-litre )ottles, t'e %omanian consumers pre"er t'e ('ite (ines
Aa)out 72DB, "ollo(ed )y t'e red (ines A22.4DB and t'e rosF (ines A5.!DB. &'e sales )y
(ine type reveal t'e %omanians/ pre"erence "or t'e semi-s(eet (ines A41.DB, "ollo(ed )y
t'e semi-dry (ines A24.2DB and t'e dry (ines A1.5DB. &'e s(eet (ines account "or 11.2D
in t'e %omanians/ pre"erences. C'ile in Moldavia t'e consumption o" )ottled (ine in 2-litre
)ottles is on t'e top position in consumers/ pre"erences, in &ransylvania t'e consumers
pre"er t'e (ine )ottled into 3.75-litre )ottles.
!
Sales
C'ite
Cines
%ed Cines
Sales
0emi-s(eet (ines
0emi-dry (ines
4ry (ines
0(eet (ines
.t'ers
2. Market evolution
2.1. The "omanian #ine industry outlook
Cine production
&'e evolution o" (ine production durin- t'e period 2334-233$ (as t'e "ollo(in-+
5rap' 1 + Cine production, 2334 -233$ AG333 'lB
3
*y main re-ions, t'e (ine production looked in 233$ as "ollo(s+
5rap' 2+ Cine production )y main (ine re-ions, 233$ ADB
4
4omestic market
3
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4
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7
#urrently, "ive )i- (ine producers dominate t'e domestic market, (it' a common s'are o" almost
73D in 233$, t'e remainder )ein- disputed )y all ot'er %omanian and "orei-n (ine producers
present on t'e market.
5rap' 3+ Main (ine producers on t'e local market, 233$ ADB
2.2. $articularities of the %ine and #ine &arket. Trends.
5rap' 3+ Evolution o" avera-e yearly (ine consumption per capita in %omania compared to ot'er )evera-es
in t'e period 13- 233!.
5
5
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$
0ource+ %omania/s 0tatistical Hear)ook, di""erent years.
&'e area under )earin- vines 'ad a decreasin- trend, t'e main constraints )ein- t'e
extremely expensive investment "or t'e esta)lis'ment o" vine plantations as (ell as t'e extremely
'i-' maintenance costs in t'e no)le vine plantations.
Source' %omania/s 0tatistical Hear)ooks.
5rap' 4+ . Evolution o" areas under )earin- vines, t'ousand 'a, in t'e period 2331I2337.
In t'e year 233!, t'e area under )earin- vines totaled 13.5 t'ousand 'ectares, out o" ('ic' !.7
t'ousand 'a under -ra"ted vines and 3.$ t'ousand 'a under 'y)rid vines. #ompared to t'e
previous year, in 2337 t'e areas under -ra"ted vines decreased )y 2 t'ousand 'a, ('ile t'e areas
under 'y)rid vines increased )y 1.5 t'ousand 'a. 8rom t'e point o" vie( o" t'e s'are o" -ra"ted and
'y)rid vines, t'e ?uality structure o" vine plantations 'as deteriorated t'rou-'out t'e years+ in early
transition, t'e -ra"ted vines accounted "or 73D and t'e 'y)rid ones 33D o" t'e area: at present, it
continues to )e unsatis"actory, (it' only 4.$D no)le vines and over 53D 'y)rid vines: t'e area

under (ine -rape vines Ata)le -rapes exclusivelyB accounts "or 4$.2D o" t'e area under vines on
)earin-.
&'e total -rape production "luctuates "rom one year to anot'er, )ein- in"luenced )y t'e speci"ic
(eat'er conditions. In t'e year 2337, t'e -rape production totaled $7!.! t'ousand tons, out o"
('ic' 5$.7D (ere no)le -rapes and 41.3D 'y)rid -rapes. &'e yields are 'i-'er on t'e no)le vine
plantations compared to t'e 'y)rid vines, i.e. 5435 k-<'a versus 377 k-<'a. &'e main "actors
in"luencin- ?uality are t'e "ollo(in-+ structure o" plantations and varieties, tec'nolo-y and (eat'er
conditions, t'e last "actor in"luencin- production ?uality every year.
Source' Ministry o" 7-riculture and %ural 4evelopment AM7%4B.
5rap' 5 + . Juality structure o" (ine -rape production, in t'e year 233!.
2.3. &arket evolution
&'e (ine market 'as evolved up(ard in t'e period 233!-233$.
In 233! t'ere (as a -ro(t' up to 433 million euros, in 2337 it
reac'es 453 millions euros, and in 233$, 533 million euros.
&o study t'e (ine market evolution (e need to take into
consideration t'e "ollo(in- indicator+ t'e avera-e variation
r'yt'm o" t'e sales value o" (ine durin- t'e period 233!-233$.
&o determine it use t'e "ollo(in- "ormula+
13
100 * 1 1
1

n
n
Y
Y
R , ('ere+
Y
n- t'e sales volume in t'e year 233$K 533 mil:
Y
1- t'e sales volume in 233!K 433:
n - t'e num)er o" years taken into consideration K3
K % 11 100 * ) 1
400
500
(
1 3
=

&akin- into acoount t'e avera-e variation r'yt'm o" t'e sales value and t'e sales volume in 233!,
2337 and 233$, (e can say t'at t'e (ine market 'as risen slo(ly.
2.!. "omanian (ine market in 2)11
&'e %omanian (ine market is expected to contract )y more t'an 13D in 2311 compared to 2313,
accordin- to t'e 7ssociation o" Eineyards and Cine Producers.
&'e (ine market in %omania last year (as estimated to )e (ort' L353m. 4urin- t'e period
;anuary-2ovem)er 2311 (ine exports amounted to L12.7m ('ile imports totaled L13.3m. In
volume terms, t'e (ine market in %omania totaled !.5 million 'l last year.
.nly around one-?uarter Aapproximately 27DB o" t'e (ine produced in %omania is sold t'rou-'
o""icial c'annels. &'e rest Aover 73DB is eit'er sold on t'e )lack market or is produced "or
'ouse'old consumption purposes. &'e )lack market o" (ine causes t'e state )ud-et to lose out on
L133m annually. &'e counties o" Erancea, *u1au and Pra'ova are t'e main locations "or )lack
market (ine sales, accordin- to in"ormation "rom t'e 7ssociation o" Eineyards and Cine
Producers.
!
3. Market structure
3.1. &ain customer segments of the product/service market
!
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7ccordin- to a local specialist, Mit is very di""icult to make -ood (ines )ecause in order "or t'em to
)e success"ul, you need to c'an-e t'e %omanian mentality. 8ortunately t'e pu)lic are open to
c'an-e. &'ere is a promisin- market "or expensive (ines. %omanian people are startin- to
understand ?ualityN. &'ey are tendin- to )ecome "orei-n (ine drinkers. 5D o" %omanians pre"er
('ite (ine and 35D red. 33D pre"er medium-s(eet and 21D dry. 4$D like (ine sprit1ers.
#onsumption o" stron- alco'ol 'as
decreased in "avor o" (ine and )eer. &'e
)re(ery market is (ort' !33 million Euros
and annual consumption 'as increased to
73 liters per person Acompared to 43 liters
in 8ranceB. &'e in"luence o" t'e c'an-e in
)uyin- po(er is also evident in t'e
sparklin- (ine market, "or example,
consumption o" 8renc' c'ampa-nes
increased 5D in 233!, ('ilst imports o"
8renc' sparklin- (ines declined.
&o de"ine t'e main market se-ments to
('ic' (ine is addressed it is necessary to
analy1e t'e market on t'e "oll(in- criteria+ -eo-rap'ic, socio-demo-rap'ic, economic,
psyc'o-rap'ic and )e'avioral. Cit' t'e 'elp o" t'ese a pro"ile o" t'e (ine consumer (ill )e made.
5eo-rap'ically speakin-, (e are interested in t'e re-ions (it' t'e 'i-'est sales durin- last years.
Moldova represents t'e most important area "or t'e 3.75 liter )ottled (ine "ollo(ed )y *uc'arest,
Muntenia, .ltenia and 7rdeal in t'e last place. 8rom t'e point o" vie( o" value and income
*uc'arest is t'e leader.
4emo-rap'ically speakin- t'e market is "ormed not only )y p'ysical persons )ut also le-al
persons. In romania t'e tar-et market is represented )y consumers ('o live in t'e ur)an areas (it'
a-es )et(een 33 and 45, mainly males. %elated to consumer/s personal income and education t'e
tar-eted persons are part o" t'e middle to 'i-' class and 'i-' studies ('o are part o" t'e )usiness
area.
Psyc'o-rap'ically speakin- t'e persons ('ic' are supposed to drink (ine are usually open-
minded, modern, out-oin-, (illin- to -at'er ne( in"ormation and try ne( products. &'ese persons
drink ot'er types o" )oo1e also and en>oy places like clu)s, pu)s, restaurants and co""ee s'ops.
3.2. *onsumer preferences
&'e re-ular %omanian (ine consumer does not only drink
s(eet (ines (it' a 'i-' level o" su-ar and eventually mixed
(it' coke or ('ite (ine mixed (it' sprin-led (ater, t'e so-
12
called Osprit1N. It 'as )een proven t'at t'e 'a)it o" (ine drinkin- is in a continuous transition.
%omanian (ine drinkers 'ave t'e tendancy to loosen s(eet (ines and drink more semi-dry and dry
(ines and in t'e same time t'e ?uantity o" ('ite (ine is reduced ('ile red ones -ain more market
s'are. Cit' time passin- t'e %omanian consumer pre"ers (ines (it' increasin- ?uality.
&'e area in ('ic' t'e vineyard is placed usually causes some di""erences in pre"erences. 8or
example, people ('o live near vineyard 'ave t'e tendancy to )e more attac'ed to t'is particular
(ine ('ic' t'ey consume a lot.
%ecent studies s'o( t'at more t'an a t'ird o" t'e consumers pre"er semi-dry (ines and only one
out o" six pre"ers dry (ines. 0(eet and semi-s(eet (ines are pre"ered oy)y more t'an a t'ird o" t'e
consumers, especially (omen. 0tudies s'o( t'at semi-s(eet (ines are en>oyed )y 41.D o" t'e
consumers, semi-dry )y 24.4D, dry )y 1.5D and "inally 11.2D o" t'e consumers en>oy drinkin-
s(eet (ines.
3.3. *onsumer behaviour
%omanian people )uy (ines accordin- to its price and not ?uality. &'is is ('y producers con"irm
t'at t'ey are constantly su""erin- losses )ecause people pre"er to
drink c'eap, lo(-?uality (ines, t'e main purpose is to -et eup'oric
and not to en>oy ('at t'ey drink.
C'en -oin- out, sociali1in- people pre"er to drink somet'in- t'ey
do not usually drink at 'ome. In restaurants and pu)s, less t'an
ordinary (ines are consumed, )ut it depends on t'e (aiter i" 'e
kno(s ('at to su--est or not to t'e customer.
4. Product supply
0upply is t'e amount o" an economic -ood t'at a producer or all producers can and are (illin- to
sell durin- a period o" time.
Ce kno( t'at in %omania t'ere are many (ine producers, o""erin- an impressive assortment, ('ic'
are added and (ine importers.
&'e main %omanian )idders )ased on t'e -eo-rap'ical area are+
In 4o)ro-ea (e meet+ Mur"atlar %omania, Parom 4rinks, Einvicon #onstanta, 8ruvimed, Eiticola
0arica, 2iculitel 7lcovin 0%6, .vidius Mercado
In &ransilvania+ ;idvei Qi Prescon MureQ
In *anat+ #ramele %ecas, 0#4EE Minis.
13
In .ltenia + #arl %e' Cinery, Eie Ein ERn>u Mare, Einarte, 0# *anu MSrScine, 4omeniul #oroanei
0e-arcea.
In Moldova+ *ucium IaQi, #otnari, Einia, 0#4EE IaQi, Eincon Erancea, Eeritas Panciu, Einuri
2icoreQti, Pro(ine International.
In Muntenia+ Provinum, 0.E.%.E.E., Einterra International, #ramele Tale(ood, #arpat'ian Cinery,
Eidelmar, 4E8%, I#4EE Ealea #Slu-SreascS.
&'e most important producers in 233$ are+
%ame of &roducers Market share '() Turno*er 'mil+ euro)
Mur"altar 27,$ 42
#otnari 1 25
;idvei 14,5 13
Eincon $ 7
%omania ranks 11t' amon- t'e (orldUs lar-est (ine producer, (it' production o" !.3 million
'ectoliters, and t'e tent' position in t'e consumer, (it' 5.4 million 'l per year, accordin- to a report
)y t'e International .r-ani1ation o" Eine and Cine A.IEB.
!.1. &ain suppliers
EI2#.2
Eincon Erancea 0.7. is t'e )i--est (ine producer in %omania, (it' more
t'an 53 years o" experience.
&'e company develops its activity in t'e re-ion o" Erancea, t'e )i--est (ine-
-ro(in- re-ion o" t'e country, (it' more t'an 2$.333 vine cultivated 'ectares.
14
&'is (ine--ro(in- re-ion, (it' a secular tradition, includes 3 "amous vineyards+ Panciu, .do)esti
and #otesti. Eincon Erancea 0.7. o(ns 25 production unities, (ine-cellars and -rape collectin-
centers, t'at can process almost 43.333 tones o" ra( material in only one season. &'e modern
tec'nolo-y, e?uipments and per"ormin- )ottlin- lines Aimported "rom Italy, 8rance and 5ermanyB
-ive t'is company real possi)ilities o" o)tainin- 'i-' ?uality (ines "or t'e 'ome market and "or
export.
7ll t'e no)le (ines o)tained are t'e result o" an oenolo-y en-ineers team, o" t'eir e""orts and
a)ne-ation, as (ell as o" some "amous tec'nolo-ists (it' a special trainin- in *ordeaux-8rance.
&'e traditional ('ite (ines+ 5al)ena de .do)esti, 0ar)a, 8eteasca %e-ala, &amaioasa
%omaneasca, 5rasa de Moldova and t'e classic ones+ 0auvi-non *lanc, %ieslin-, Muscat .ttonel
are very (ell appreciated "or t'eir ?uality )y t'e %omanian consumers and )y t'e European and
7sian ones.
%ed (ines+ #a)ernet 0auvi-non, Merlot, Pinot 2oir and 8eteasca 2ea-ra are t'e pride o" t'e
oenolo- specialists, ('o, succeeded, t'rou-' t'eir talent and (it' t'e 'elp o" t'e most recent
tec'nolo-y, to ena)le t'ese (ines to (in many national and international contests.
&'e variety ran-e o""ered to t'e consumers is per"ectly completed )y a -reat variety o" re"ined
)randy sorts, o)tained t'rou-' t'e same met'od as 8renc' )randy is, )ein- a-ed in 533 l oak
casks "or over 25 years. &'e )randy store Aover 23.333 'lB is considered to )e t'e lar-est in Europe
and it is care"ully kept in t'e special store'ouse, tec'nically named VParadiseV. &'e most (ell-
kno(n ori-inal products o)tained o" (ine distillate )y EI2#.2 E%72#E7 0.7. are+ Miorita,
Erancea, Extra *aron, 4oro)ant, &riump', #olumna, 0teaua Erancei K EranceaWs 0tar and Milcov-
Extra. &'e ?uality o" t'ese products (as, alon- t'e years, Eincon Erancea certi"ied )y t'e
numerous -olden medals (on in pro"essional contests.
&'e old (ines and t'e collections o" selected (ine )ottles are, "or t'e company, t'e indisputa)le
proo" o" t'e value, tradition and ?uality in time o" t'e (ines t'at are o)tained 'ere. More t'an
53.333 )ottles o" exceptional (ine are stored in t'e VPrincely #ellarV A*eciul 4omnescB t'at (as
)uilt durin- t'e rei-n o" 0te"an cel Mare A0teven t'e 5reatB and rearran-ed in 1!$3. &'e oldest
collection (ine carries t'e mark o" its value and a-e, )ein- stored in 'ere since 14.
7
Most o" t'e (ines produced )y EI2#.2 E%72#E7 0.7. (on, alon- t'e years, -old, silver and
)ron1e medals in t'e contests t'at t'e company took part in.
;I4EEI
&'e private trade company ;I4EEI 0%6 is located in t'e &arnave Eineyard, more precisely in t'e
&arnava Ealley, )et(een &arnaveni and *la>, at t'e
common )order o" Mures and 7l)a counties.
&'e vine covers over 1333 'a. 7pproximately 53 'a are
rene(ed every year. &'e "irst state vineyard (as "ounded
'ere in 14 and it 'as )een -radually extended to a total
area o" 1333 'a.
&'e privatisation o" t'e viticultural, "ruit--ro(in- sectors
and t'e (ine cellar 'as -iven a ne( dimension o" ;idvei
7
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15
vineyard development. &'e ;idvei vinery is "inancial 'ealt'y, as t'e exports -ro( mont'ly and t'e
consumption is 'i-'.
&'e vine plantations (ere esta)lis'ed on t'e sunny 'ills on t'e le"t 'and side o" &arnava Mica,
s'eltered "rom t'e (inds, t'e late sprin- and t'e early autumn 'oar"rosts.
Eines are planted on 'ills (it' east-(est exposure at an altitude o" 433-453 m.
$
&'e lands (ere recently consolidated and terraced. &'e
)ro(n "orest soil en>oys a "avoura)le climate (it' (arm and
lon- autumns, mild summers and (inters.
&'e avera-e temperature is .
o
#. In t'is V0anctuary o" CineV
many varieties o" vine are cultivated, reco-ni1ed and praised
in %omania and around t'e (orld+ 8eteasca %e-ala A323 'aB,
%ieslin- A233 'aB, 8eteasca 7l)a A133 'aB, &raminer A43 'aB,
#'ardonnay A23 'aB.
&'ere are also ot'er varieties on $3 'a+ Pinot 5ris, .porto and
0ylvaner.
&'e ;idvei sparklin- (ines are made 'ere in #atatea de *alta c'ateau.
#.&27%I
0.#. #.&27%I 0.7. (as "ounded in 14$, as a distinct
department o" a state-o(ned "arm, countin- at t'at
time 12$ 'ectares o" vine plantations. In 15!, 0.#.
#.&27%I 0.7. )ecame an independent unit. 7
modern plant (as erected t'rou-'out 1!!-1!$, (it'
a processin- capacity o" 533 tons o" -rapes in 12
'ours and 13,533 tons "or stora-e, o" ('ic' 5,523 tons
"or maturation.
#otnari is one o" t'e most precious >e(els o" all
%omanian vineyards, certi"ied in documents more t'an
533 years a-o I in 144$ I ('ere (ine is made "rom
ancient times.
6ocated at t'e nort'ern )order o" t'e %omanian (ine, t'e #.&27%I vineyard may easily )e
compared to t'e most "amous vineyards in t'e (orld. Its tall 'ills remind o" le-ends (it' a deep
resonance upon t'e (ine and its 'istory.
#otnari, t'is Omiracle vineyardN, -iven its -eo-rap'ical location at t'e crossroads o" t'e coordinates
47
3
25/ nort'ern latitude and 2!
3
25/ eastern lon-itude, is placed to(ards t'e nort'ernmost limit o"
?uality vineyards in %omania and even in Europe.
$
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&'e pearl o" Moldavia and o" t'e entire country, t'e #otnari (ine 'as savored )y 'i-' di-nitaries,
kin-s and ?ueens, patriarc's and )is'ops, and t'ey 'ave all appreciated its ?ualities (it' various
superlatives.
&'e natural conditions o" t'is vineyard are "avora)le "or special (ine varieties. &'e calcareous soil
and t'e (onder"ul e""ect o" t'e Ono)le mouldN A*otrytis cinereaB, as (ell as t'e selective 'arvetin- o"
(it'ered -rapes contri)ute t'e uni?ue ?uality o" t'e #otnari (ine A4...#. I denomination o"
controlled ori-inB.
&ourists may take a tour o" t'e modern plant, o" t'e ancient (ine cellars and t'e #ar>oaia and
Paraclis castles, to t'e ruins o" t'e Tarlau Palace, erected durin- t'e rei-n o" 0tep'en t'e 5reat
A1457-1534B, ('en t'e vineyard evolved si-ni"icantly.
#.&27%I 0.7. is t'e most important producer o" t'e #otnari vineyard. 6ocated at t'e very 'eart o"
t'e vineyard, t'e producer/s name ri-'t"ully identi"ies (it' t'at o" t'e vineyard, as anyone ('o
(ants to -et a taste o" t'e -enuine #otnari (ine s'ould order t'e (ine (it' t'e )ottle identi"ication
elements certi"yin- t'e aut'enticity o" t'e #otnari 0.7. producer.
&'e #otnari (ine on t'e market currently identi"ies (it' t'e (ine produced )y #otnari 0.7., ('ic'
continues t'e decades and centuries o" tradition at t'e 'eart o" t'is vineyard.
#otnari 0.7. 'as "ocused on producin- ('ite (ines, (it' denomination o" controlled ori-in A4...#.B
as (ell as (ines (it' denomination o" controlled ori-in and ?uality sta-es A4.#-#&, #M4, #I*B
Alate-picked, picked at t'e "ull maturity sta-e, picked at t'e seed enno)lin- sta-eB.
&'e vineyard varieties 'ave al(ays )een made up o" native varieties+ 5rasa de #otnari, 8eteasca
7l)a, 8rancusa and &amaioasa %omaneasca A*usuioaca de MoldovaB, a structure esta)lis'ed ever
since t'e times o" 0tep'en t'e 5reat and preserved until no(.
&'e (ine produced )y #.&27%I 0.7. is distri)uted )ot' on t'e domestic and on international
markets A;apan, 5reece, t'e @nited 0tates o" 7merica etc.B. &'e domestic distri)ution net(ork
covers t'e entire %omanian territory.

M@%87&67%
%E0E7%#T #E2&%E 8.% EI&I#@6&@%E 724 E2.6.5H
M@%87&67%, is located in t'e middle o" t'e vineyard (it' t'e
same name t'at it is spreadin- on t'e central 'illy area o" t'e
#onstanXa #ounty.
0ince more t'an a century, )e-innin- (it' t'e 137, at Mur"atlar
(ere esta)lis'ed t'e "irst plantations "or researc', ('ic' (ere
named V&'e nursery Mur"atlar UU.
&'e sur"aces o" t'e our vineyards 'ave ran-ed "rom 5 'ectares
in 137 until 1747 'ectares in 1$$. #urrently, t'e land consists
o" 13 'ectares o" ('ic' 13$ are in t'e property o" t'e 7cademy
o" 7-ricultural 0ciences and 8orestry V5'e. Ionescu YiseZtiV.

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17
Ti-' concentrations o" su-ars in OmustN o" t'e -rapes, as a conse?uence o" dry climate and t'e
calcareous soils, created at Mur"atlar t'e opportunity o" o)tainin- semis(eet (ines and natural
s(eet (ines, ori-inal, ('ic' (ere asserted easily in time, at international and national competitions.
#urrently, 'ere are o)tained all ran-e o" (ines, dry, semidry up to s(eet ones.
13
&'e assortment consists in (ines "rom ('ite varieties+ #'ardonnay, Pinot -ris, 0auvi-non,
8eteascS re-ala, %ieslin- Italian, Muscat .ttonel, #olumna and t'e varieties "or red (ines+ Pinot
noir, #a)ernet 0auvi-non, Merlot, 8eteascS 2ea-ra and Mamaia.
!.2 &arketing *hannels for #ines in "omania
Cikipedia says t'at O 7 marketing channel is a set o" practices or activities necessary to trans"er
t'e o(ners'ip o" -oods, and to move -oods, "rom t'e point o" production to t'e point o"
consumption and, as suc', ('ic' consists o" all t'e institutions and all t'e marketin- activities in t'e
marketin- process.N
11
0o (e can state t'at t'e marketin- c'annel is actually t'e distri)ution system. &'e mec'anism t'at
)rin-s t'e product, in our case, t'e (ine, "rom t'e producer to consumers. &'e distri)ution includes
'uman and material resources. 6o-ically, t'e price o" t'e distri)ution system is re"lected in t'e price
o" t'e product.
Ce 'ave several types o" distri)ution systems+
,+ -arge &roducers of gra&es and wines -. Consumers or E/&ort+
This is typical for the large producers+ (ho produce their product and also sell it. Their
targets are the destinations for their product' domestic and foreign.
!+ -arge &roducers of gra&es and wines -. En-gross or E/&ort+
This is typical for the large producers+ (ho produce their product and then sell it to ,ngross
"etailers. Their targets are the same' domestic and foreign.
0+ Small gra&e and wine &roducers -.Centers that collect gra&es -. -arge 1ine
&roducers -. En-gross-. Consumers
This is the case for small (ine producers+ that do not process the grapes. Their harvest is
sent to a speciali-ed center that collects grapes. This center has the e.uipment needed to
collect+ store and transport the ra( materials to the larger units that actually perform the
processing operations. /n the end+ the (ine is bought by the consumers through engross or
endetail retailers.
13
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11
'ttp+<<en.(ikipedia.or-<(iki<Marketin-=c'annel
1$
2+ Small gra&e and wine &roducers -. Co-o&erati*e Societies -. En-gross Retailers-
.Consumers
2o(adays, t'is tec'ni?ue is rarely "ound.
3+ Small gra&e and wine &roducers -. Co-o&erati*e Societies -. En-detail Retailers-
.Consumers
In t'is case, en-detail retailers are used in order to sell t'e product.
4+ Small gra&e and wine &roducers -. 5wn Processing -. Consumers
6+ Small gra&e and wine &roducers-. 5wn Processing -. 5wn Consum&tion
&'ese are very s'ort c'annels. &'e viticulturists 'ave t'eir o(n processin-, storin- and
sellin- operations. &'ey do all t'e (ork, in t'eir 'ouse'old.
&'e 'ouse'old production 'as t(o tar-ets+ local market and o(n consumption.
&'e %omanian (ine is rarely exported )ecause it is not advertised correctly. To(ever, anot'er
reason is t'e ?uality o" t'e (ine. &'is is due to t'e "act t'at 53D o" t'e (ine produced in %omania
is o)tained "rom 'y)rids. More t'an 53D o" t'e ?uality (ine produced in %omania is o)tained "rom
small producers ('o do not (ant to sell it. &'ey (ould rat'er consume it t'emselves.
. !"ports and imports
0.1. #ine ,1ports
In 233$, %omanian (ine exports reac'ed a level o" 13$ t'ousand 'l, in value o" 24.1 million
@0[. Juantitatively, t'e exports remained sta-nant, )ut value-(ise t'ey s'o(ed an
increase ('ic' meant a -ro(in- avera-e value A@0[<literB.
%omanian (ine exports, 233-233$AG333 'lB
%omanian (ine exports, 233-
233$ A mio @0[B
1
*y main destinations, %omanian (ine exports in 233$ presented as "ollo(s+
%omanian (ine exports )y main countries o" destination, 233$ ADB
7n interestin- "eature, (ort'('ile mentionin-, is t'at %omania/s Intra-E@ (ine trade 'eld in
233$ a s'are o" 74.4D in ?uantitative terms and o" !5.4D in value terms, t'e di""erence
)ein- s'ared )y over 33 t'ird countries around t'e -lo)e.
7t t'e same time, t'e top ten countries o" destination 'eld in 233$ a s'are o" $$.3D in
?uantitative terms and o" $5.1D in value terms.
12
In 233, t'e (ine exports durin- t'e "irst "ive mont's presented as "ollo(s+
12
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23
Romania wine e/&ort 7an-May !""8 9eogra&hical 5rientation 7an-May
!""8 ADB
E %.M7
I7
0.2. #ine /mports
In 233$, %omanian (ine imports reac'ed a level o" 3$4.3 t'ousand 'l, in value o" 54.!
million @0[, meanin- a sli-'t increase in ?uantity terms, ('ile in value terms t'e -ro(t'
(as more pronounced. &'e explanation is rat'er simple, since t'e import in 233! consisted
mainly in c'eap )ulk (ines imported to compensate t'e losses recorded in 2335, ('ile
)e-innin- (it' 2337 t'e imports o" )ottled (ines o" 'i-'er ?uality )ecame ever more
mani"est.
4urin- t'e period 2333-233$ t'e (ine imports evolution o" %omania looked as "ollo(s+
Romanian wine im&orts$ !"""-!""# ':""" hl)
21
Romanian wine im&orts$ !"""-!""# 'mio ;S<)
*y main countries o" ori-in, %omania/s (ine imports in 233$ are presented )elo(+
Romania wine im&orts by main countries of origin$ !""# '()
In 233, t'e (ine imports presented as "ollo(s+
22
Romania wine im&orts 7an-May !""8 9eogra&hical 5rientation 7an-
May !""8 '()
#. Prices and tariffs
2.1. /dentifying the price segments
&'e )e'avior o" (ine distri)ution companies is not su)>ect to price sta)ility esta)lis'ed )y
re-ulated competitive market re?uirements. 8or some )rands, t'e price is a)ove t'e level o"
competition and market, as it is "or t'e se-ment o" t'e population (it' 'i-'
income and 'i-' demands. Products on t'e (ine market 'ave a price disparity compared (it' t'e
ones in t'e vine domain
In -eneral, price di""erences re"er to all respects+
- t'e production re-ions
- ('ite and red (ines
- (ines classi"ied as O'i-' ?ualityN.
In conclusion, it is di""icult to make an overall assessment o" t'e di""erences o" prices in t'e (ine,
especially i" (e consider V?uality (inesV, ('ic' can reac' spectacular price levels, ('ile
some types o" ta)le (ines can not "ind a market place despite relative lo( prices.
Juality is a primary criterion "or t'e Cine Marketin- Policy. #lassi"yin- (ines in ta)le (ines and
'i-' ?uality (ines expressed t'e di""erences in t'e consumer/s )e'avior and o"ten s'o(s t'e
diver-in- trends in t'e evolution o" consumption.
23
2.2. 3etermination of price changes in the last five years and the reasons underlying these
variations
&'e price o" a liter o" ta)le (ine in 2335 (as 2.5 lei, and o" t'e ?uality (ine 7.3 lei.
Production in 2335 (as very poor, a)out 'al" o" ('at in a normal year s'ould )e. &'is meant small
stocks in cellars, and 'i-'er prices o" %omanian (ine. &'ese prices can not )e immediately
transmitted to consumers. 7t t'is moment in %omania, a)out 73-$3D o" %omanian (ines in t'e
supermarket are more expensive t'an !3D o" (ines in supermarkets in 5ermany.
4urin- 233!-233$ prices 'ave increased sli-'tly, due to -ood production recorded.
*ut )uyers paid on avera-e 13-15D more "or varieties o" %omanian (ines, to(ards producers
sellin- price.
&'us, )uyers pay a)out 3.5 - 3 lei more "or (ine, i" t'ey are )uyin- "rom t'e )i- commercial
net(orks.
$ase study % Price of &idvei wine in supermarkets
7ccordin- to representatives o" ;idvei (ine producer, t'e company supplyin- t'e commercial
net(orks (it' types o" (ine 8eteascS %e-ala AdryB, 4ry %ieslin- AdryB and 0auvi-non *lanc AdryB at
a price o" 14.2$ lei.
In Pau"land store c'ains, t'e prices o" assortment o" (ine are 'i-'er (it' 1.71 lei, reac'in- 15.
lei, ('ile t'e units #arre"our sells 8eteasca %e-ala 15.$5 lei, %ieslin- 4ry (it' 14.$! lei and
0auvi-non *lanc (it' 14.73 lei. In #ora 'ypermarkets, 0auvi-non *lanc is sold at 15. lei.
;idvei 5e(urt1traminer (ineAmedium dryB is marketed )y t'e producer at price o" 14.$4 lei and
arrive at 1!.$ lei in Pau"land net(ork, and it sells in #ora 'ypermarkets at 1!.72 lei. Muscat
.ttonel Amedium s(eetB "rom ;idvei receives in #arre"our stores, an addition o" 3.5$ lei.
7n added -reater is recorded at assortment &e1aur ;idvei - Muscat .ttonel \ 8eteascS %e-ala.
Pau"land o""ers 3 lei over t'e price o" t'e producer, and #arre"our 'ypermarkets added 1.11 lei. &'e
assortment -oes "rom producer to 1. lei.
7lso accordin- to t'e price list provided )y #otnari assortment 5rasa de #otnari 2335 As(eetB and
&amaioasa %omaneasca 2335 As(eetB, marketed )y t'e producer (it' 14 %.2, (ill )e sold in
Pau"land at t'e price o" 15. lei.
In addition, t'e same s'ops, 8rancusa 233$ AdryB retails "or 12. lei "rom 11.5 lei as is producer
price, 8eteasca 7l)a 2337 AsemidryB is solded (it' 13.5 lei "rom 13.45 lei, and (ine V#asa de
piatraV 2337 AsemidryB is sold (it' t'e addition o" 1 leu.
13
'.$onclusions
13
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24
&'e level o" (ine production estimated )y o""icials "or 2311 is situated around !.5 million
'ectoliters o" (ine. V7lt'ou-' t'e crisis 'as )itten 'ard "rom t'e %omanian (ine market, ('ic'
decreased "rom 453 million Euros in 233 to 353 million Euros in 2311, t'e e""orts o" t'e (ine
makers to produce more ?ualitative (ines and to promote t'em in a pro"essional manner seems
to reap t'e )ene"itsN stated 7n-elica Iva, 5eneral Mana-er o" 5oodCineV.
%omania ranks 5t' in Europe/s (ine--ro(in- standin-s. 8or 2337-2313, %omania )ene"its "rom
213 million Euros "rom t'e E@ (ine--ro(in- )ud-et. &'e money is to )e used "or reconvertin-,
replantin- and promotin- t'e (ine industry. In 2337, t'e num)er o" t'e recipients o" E@ (ine
and vine reconversion "unds stood at 43 "or 1,17! 'ectares A(it' a value o" !. million EurosB. In
2313, 'o(ever, t'e num)er o" )ene"iciaries stood at 1$, "or an area o" 5,124 'ectares A(it' a
value o" 41. 54 Million EurosB.
Cine consumption in %omania stands at )et(een 23.4 I 24 litres per capita. %omania is one o"
t'e 15 (orld-level producers and Europe/s sixt' (ine producer, "ollo(in- 8rance, Italy, 0pain,
5ermany and Portu-al. &'e country also ranks 5t' amon- Europe/s (ine--ro(in- countries,
(it' a total "ruit-yieldin- vine area t'at in 2313 stood at 1$3,433 'ectares.
7ccordin- to t'e a"orementioned association, "or 2311, sta-nation is t'e most optimistic
"orecast. &'e on-oin- crisis is t'e main reason "or t'e s'arp drop in sales as it curtailed t'e
(ine consumer/s )ud-et: 'o(ever, t'e ?uality o" (ine stands at a 'i-' standard, proo" o" t'at
)ein- t'e medals t'e leadin- (ine producers (alked 'ome (it', at t'e national and
international "estivals and "airs. Cine makers 'ave announced t'ey (ill support t'e "air industry
"or t'e (ine market, to revitali1e it.
Reference list
25
1. 'ttp+<<(((.(ineromania.com<"iles<docs<romania=E2.pd"
2. 'ttp+<<(((.traderom.ro<pre1entareD23sectoareD23economice<EinuriD232313en.pd"
3. 'ttp+<<(((.romanian-(ine-ro(ers.com<do(nloads<CineD23Industry
D23.utlook=31314.pd"
4. "tp+<<"tp.repec.or-<opt<%e4I8<%ePEc<ia-<ia-=pd"<7E%4332=277-22.pd"
5. 'ttp+<<(((.ceeretail.com<$3$!<%omanian-(ine-market-expectin--decline-t'is-year.s'tml
!. 'ttp+<<(((.dce.-ov.ro<in"o=)usiness<apev<en-le1a<Eincon=v<vincon<presentation.'tm
7. 'ttp+<<(((.dce.-ov.ro<in"o=)usiness<apev<=en-le1a<;idvei<index.'tm
$. 'ttp+<<(((.dce.-ov.ro<in"o=)usiness<apev<=en-le1a<#otnari<index.'tm
. 'ttp+<<(((.dce.-ov.ro<in"o=)usiness<apev<=en-le1a<Mur"atlar<index.'tm
13. 'ttp+<<en.(ikipedia.or-<(iki<Marketin-=c'annel
11. 'ttp+<<(((.scri)d.com<doc<5311!54<piata-vinurilor-mrk
12. 'ttp+<<(((.ann.u-al.ro<tpa<7naleD232313<volD231<8ullD23paperD235Iordac'escu.pd"
13. 'ttp+<<(((.(ine-pa-es.com<"eatures<romanian-(ine.'tm
14. 'ttp+<<(((.(inealley.com<dossier=4$!7=en.'tm
2!