However, the country’s exports are almost invisible in both volume and value. Only 3.5% (157,000 hectoliters) of its production goes abroad, according to ZF’s calculations based on the data from the above-mentioned source.
“Export is tied to a country’s image, and Romania is seen as a country that makes cheap things. We make Dacia, a EUR10,000 car, not Mercedes. This shows on the wine market,” says Victor Ciuperca, vice-president of APEV. This is the immediate perception of consumers abroad, and the lack of a strategy on the part of authorities will make it difficult to change, he added.
“Wine does not account for much in Romania’s total exports, but it could be regarded as strategic, considering the local market is one of the largest wine producers in the world. Moreover, this industry also helps tourism and other related sectors.”
Romania’s is one of the largest wine producers, with more than 4 million hectoliters a year. The domestic market remains the biggest market for the ‘Made in Romania’ wine, though. Exports have not even reached 5%, while in the countries they stand at 50%.
“In the eyes of the international consumers – the general public, Romania is not a wine producing country. Only connoisseurs and wine lovers know that,” explains Gabriel Roceanu, general manager of Carl Reh Winery, the owner of the Crama Onisor brand. One third of the company’s wine production is exported but that is because the owner of the winery, Germany’s Carl Reh group, is one of the biggest winemakers in Germany and handles sale of local wines.
“Another problem Romania is facing abroad is that competition is really fierce on the segment of medium priced wine (less than EUR7 per bottle shelf price). Counties in the southern hemisphere – South Africa, Australia, New Zealand, Chile and Argentina can make very good wines at competitive prices.”
APEV data show average price per litter of wine exported was EUR1.7 last year, slightly up compared with the previous years, but the level remains very low, confirming Romania’s image abroad, that of a volume winemaker.
(English version by Loredana Fratila-Cristescu)