Though well positioned in terms of vineyard area, ranking 10th in the world, Romania is not using its potential sufficiently so that it may succeed in imposing its wines on other markets. With a European market dominated by France, Spain and Italy, Romanian producers have turned their eyes to China and Japan, but deliveries are extremely small.
By value, Romania’s wine exports in 2010 amounted to EUR13-14 million, but in 2011 they are likely to rise given that they reached EUR8 million in the first six months alone.
Companies in the field say output is largely destined to the domestic market, a large one. According to data provided by the Association of Wine Producers and Exporters in Romania, consumption last year neared 17 liters per capita, down from 2009.
Also, profits generated by wine sold in Romania overshoot those from exports, as Dan Muntean, general manager of Halewood Romania, recently told ZF, another reason why producers prefer to sell at home.
Exports could be bolstered through investments in wine promotion operated both by authorities and private companies.
Ovidiu Gheorghe, general manager of the National Vine and Wine Employers’ Association (PNVV), said Romania is not a brand as a wine producing country because it has not been promoted as such and the “Agriculture Ministry has not turned promotion into a priority.”
Also, Romanian wines may come to be known by foreigners right at home should producers be able to attract more tourists.
The wine market revolves around EUR350 million, after it stood at some EUR450 million three years ago. According to a ZF analysis, based on Finance Ministry data, the top 20 companies in the field of wine production last year reported turnover of above EUR177 million, down 6.8% from 2009. The market is extremely fragmented considering the leader, Murfatlar, has not succeeded in breaking the EUR30-million level.
(English version by Catalina Apostoiu)