Dubbed 2X by 200, the Group’s mid-term strategy aims to double on key operating metrics by its bicentenary in 2027. As part of it, the Group announced that it is targeting RON200+ million in EBITDA and RON600+ million in sales by 2027, circa double the corresponding 2023 values.
The strategy focuses on three key pillars: Profitable growth, Wine-making excellence, and Commercial excellence, enabled by an upgrade of (digital) Tools and Processes, Talent and Culture. Key markets for growth include Romania, Moldova, Bulgaria, as well as export regions in broader CEE, as well as UK, US, and Asia.
Purcari Wineries Group will accelerate its premiumization efforts, focusing on increasing the sales of high-end ranges like Purcari Nocturne or Limited editions brands, while expanding its footprint in new markets through targeted M&A activities.
The Group will continue to promote indigenous grape varieties like Rara Neagra to create a hard-to-replicate competitive advantage through a unique portfolio and an enhanced reputation. Wine-making excellence remains at the core of Purcari Wineries Group’s operations, with plans to expand production capacity and plant new vineyards to secure the grape quantity and quality required for growth and premiumization. Additionally, the Group aims to optimize its marketing efforts to drive growth across its portfolio.
By implementing the new strategy, the group targets to roughly double the key financial performance metrics: reach EBITDA of RON200+ million, increase Net Profit from RON64 million to RON130 million, and increase dividends by 2.3x from RON0.6 / share to RON1.4.
Purcari Wineries Group is equally committed to driving sustainability across its operations. As part of its ESG strategy, the Group will continue to invest in reducing water and energy consumption, improving waste management, and expanding solar energy use, with a goal of sourcing up to 80% of its energy needs from clean sources. The company also aims to further develop sustainable viticulture practices, including expanding irrigation. The Group continues its strong focus on employee development and community engagement and adheres to the best practices in Governance.
“We are excited to launch this ambitious strategy that is designed to position Purcari Wineries Group as an emerging global wine leader,” said Victor Bostan, CEO. “With a clear focus on premiumization, sustainability, and innovation, we are well positioned to meet our ambitious financial and operational targets by 2027, while preserving and promoting the rich winemaking traditions of New Europe.”
The Group will seek to implement over 150 operational initiatives across all locations to ensure the timely achievement of its growth objectives. Progress will be measured through Objectives and Key Results (OKRs) defined for every area of the company, across all strategic pillars, ensuring that the company achieves its ambition and remains agile in navigating market changes.
Purcari Wineries Public Company Limited (with its brands: Purcari, Crama Ceptura, Bostavan, Bardar, Domeniile Cuza and Angel’s Estate) is one of the largest wine and brandy groups in the Central and Eastern European (CEE) Region. The Group manages around 1,850 hectares of vineyards and operates seven production platforms in Romania, Moldova, and Bulgaria.