Last year, the company registered sales of 140 million lei (some EUR32 million).
Murfatlar is controlled by the Dobronauteanu brothers (Emanuel-Corneliu Dobronauteanu and Ion Serban Dobronauteanu).
“According to the new course we chose in 2012, the main objective for 2013 is to continue development of Crama Atelier and to grow on the premium and super-premium wine segments,” said Daniel Negrescu, Murfatlar’s brand manager.
As of 2010 the company also started the development of a store network, Crama Murfatlar, one of the most extensive wine store networks.
“The number of stores has remained relatively steady. There were a few store relocations, but non-significant ones. In terms of openings, we had an average of two per month,” Negrescu also said.
As far as the store network is concerned, the objective is consolidation, with the number of stores to settle around 140-150, he added.
Below estimates in 2012
Last year, Murfatlar recorded sales of RON140 million (EUR32 million), below the company’s initial forecast of RON200 million.
“Our achievements have been below our initial targets. Over the course of the year, as a result of market changes, we decided on a more radical change to our business strategy than originally planned. (…) June 2012 was the launch of the first wine collections in M1 Crama Atelier.”
Murfatlar’s decision to invest in premium and superpremium wines (the M1 Crama Atelier collection) overlapped with Murfatlar’s exit from the low-cost segment, by giving up production and sale of brands on this segment.
In the spring of last year the wine maker announced it had become insolvent at its own request and that it planned to reorganize. In July 2012 the company said it had firm debts of almost RON93 million (EUR21 million), while a further RON53.84 million (EUR12 million) were debts whose payment was doubtful, so the ultimate debt list could ultimately be modified after all challenges are solved.
Daniel Negrescu said the company continues to be under observation awaiting confirmation of the reorganization plan.
The Romanian wine market is estimated at around EUR350 million, with the leading players being companies such as Murfatlar, Vincon, Jidvei, Cotnari and Halewood.
(English version by Daniela Stoican)