“We budgeted slightly higher sales for the Easter holidays compared with the same time last year. This is a very difficult period for the economy considering the developments in the first quarter of the year but we are optimistic because the Easter overlaps with the days off [including May Day], which should lead to a higher consumption than last year,” said Daniel Negrescu, brand manager of winemaker Murfatlar.
Negrescu had previously said that the pressure of winter specific spending “seems to have been rather heavy”, which showed in consumer spending in the first quarter. The trend was made worse by an overall increase in prices. Under the circumstances, “things were more complicated than in the same time of last year.”
Murfatlar went insolvent last year in order to reorganize. The company set out to keep revenue flat at 140 million lei (EUR32 million) and boost sales on the premium and superpremium segments in 2013.
Jidvei officials are somewhat less optimistic in their estimates, saying sales will be flat to up around this year’s Orthodox Easter.
“We expect Easter sales to be at least flat this year because of certain specials,” said Costin Ghita, Jidvei’s manager.
The company expects growth of 10% on the RON87 million (excluding VAT) of 2012, when it focused on superpremium product launches.
“Premium products are traditionally the biggest sellers at this time of the year, because consumers see the holiday as a reason to indulge in buying something a bit more expensive than usual. It is also a good time for corporate gifts, which include products in the same price range. To Jidvei, this means higher than usual sales of premium, superpremium products and Vinars,” Costin Ghita said.
Most optimistic of all is Lerida, a wine importer and dealer, established by Ion Matei family in 1993.
“Lerida International expects sales to be slightly up by 10% around Easter. Affordable products will be the top sellers and we expect 5% to 10% growth in value for this segment given the difficult economy. We expect 15% to 20% growth in volume for premium and superpremium segments,” said Bogdan Ciocoveanu, general manager of Lerida International.
Lerida’s official says this time of the year accounts for 10% to 15% of the annual sales.
The company expects revenue to increase by 30% on 2012, as in the last couple of years. Lerida’s revenue stood at about RON25 million, according to ZF calculations based on the data provided by the company. Lerida imports about 2.5 million to 2.8 million bottles of wine a year.
Other major winemakers in Romania are Cotnari, Vincon, Tohani, Halewood.
(English version by Loredana Fratila-Cristescu)