ISSN 11222211–11227733, E-ISSN 22006655–33440099 Article no. 225522110077–668833 [605424]

AAnnaalleellee UUnniivveerrssiittăățțiiii ddiinn OOrraaddeeaa,, SSeerriiaa GGeeooggrraaffiiee Year XXXXVV, no. 22//22001155 (December), pp. 119955–221100
ISSN 11222211–11227733, E-ISSN 22006655–33440099 Article no. 225522110077–668833

http://istgeorelint.uoradea. ro/Reviste/Anale/anale.htm

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MMiihhaaeellaa UUNNGGUURREEAANNUU
University of Oradea, Depa rtment of Geography, Tourism and Territorial Planning
University St., 410087, Oradea, Romania, e-mail: [anonimizat]

Abstract: The main aim of this study is to hi ghlight the wine-growing and wine-making
potential of Alba County and the way it can be valorised. Alba c ounty has a rich wine-
growing and wine-making heritage, a fact which is due to the long-standing tradition of wine-
growing on these area, as well as to the characteristics of the natural factors (relief, geology,
climate, soil), favourable for obt aining high-quality wines, the reputation of which has been
acquired at national and international competitions. In order to render useful the wine tourism
resources, the development of a specific infrastructure is needed, as well as the creation of
complex tourist products, able to satisfy a wide range of tourist motivations. An efficient
instrument to make productive the wine potential of a region is the „ Wine Road" – a tourist
trail which includes the tourist attractions of a delimited area, usually with a controlled
designation of origin, and also a diverse ra nge of tourist services (transportation,
accommodation, catering leisure etc.). In Alba County, the „Wine Road" can be considered as
a tourist attraction in itself, but also a means of harnessing the rich cultural-historical and
natural heritage and, imp licitly, the wine-growing and wine-making heritage.

Key words: wine road, vineyards, wine tourism potential

* * * * * *

INTRODUCTION
The predominant form of organization of wine tourism is the „Wine Road" – a tourist trail
which includes the winemaking units and which offers to the tourists the opportunity of
discovering the tourist attributes of a wine-growi ng region (winescape, the grape varieties, vine
and wine museums, the characte ristics of the terroir etc.).
Gatti (1997, p. 219) gives the following definition of the „Wine Road" : „a signposted
itinerary along a delimited area (region, province, area with controlled designation of origin),
inviting tourists to discover the wine(s) produced in this area and the activities that can be related
to this. This discovery is carried out directly in the farms (enabling the traveler to meet the producer) and/or in the spaces specifically organized to raise the profile of wine products (wine
tasting centres or wine museums)" .
According to Bruwer (2002), th e main reasons for tourists to visit the wine roads in a
certain wine-growing region are the following: visit the vineyards, the opportunity to taste and buy

 Corresponding Author

Mihaela UNGUREANU
196
wines, the visit of a local museum which offers information about the tradition of winemaking and
the history of that wine-growing area, take part in wine-related festivals and events, the winescape of the region, meet the winemaker, the opportunity of having a meal within the winemaking units.
Tourists can also find accommodati on in agrotourism pensions and experience the local cuisine of
the region or buy specific products of the area.
The wine road can be considered an integrated system of relationships between the tourism
and the winemaking industries, by means of which tourists can get connected to the tourist offer of a wine-growing region. Therefore, we can say that it has been designed to generate income by the
sale of goods and services. The question is: which are the means to interpret, organize and
coordinate the wine trail for the visitors? This is not always clear. At first glance, the wine trail makes the connection only with the door of the cellar or the winemaking unit, and not with the
tourist attractions of the area.
A wine itinerary must be accompanied by a brochure with a map showing the tourist
attractions included on the trail, the accommoda tion, catering and leisure offers. This is a
particularly important factor as it can motivate th e tourists to travel along a wine road (Gatti,
1997). This idea is endorsed by Isabelle Frochot (2000, p. 72-73), who considers that „a wine
route usually consists of a designed itinerary (or several) through the wine region, which is
thematically signposted as well as being marketed and interpreted via a free leaflet and map,
which notes the different vineyards and wine-makers and provides information on sites of historical and other interest ".
Sophie Lignon-Darmalac (2009) analyzes the econ omic efficiency of wine trails in France
and finds out that in order to attract visitors, th ese trails have to represent a tourist attraction
themselves. The idea that the trail is indeed a tourist attraction and not only a marketing
mechanism is supported more and more by the increasing number of attributes having a tourist
value. For example, in France, th e majority of wine tourism trails are designed as cultural heritage
trails, including many tourist attractions in their st ructure, and tourists can travel along them with
various means of access (car, bicycl e, horse riding or walking).
Every wine road tries to highlight a series of regional characteristics (natural, cultural and
social ones) which confer a brand identity and a distinctive attribute (Moran, 1993) or something
that makes it unique in the tourists’ perception. This idea is sustained by Elías Pastor (2006), who considers that the wine roads are multithematic areas where structural axis is wine, plus the
identity of each region.
The majority of the wine routes take the name of the wine-growing region, which, in most
of the cases, is officially limited by a controlled designation of origin (CDO) or by a geographical
indication (GI), such as: Bordeaux, Alsace, Provence, Champagne (France), Napa Valley
(California, USA), Rioja (Spain), Douro (Portu gal), Dealurile Moldovei, Colinele Dobrogei
(România) etc.
The wine road in Europe bears the stamp of the tradition, culture and history, as the tourists
can enjoy the visits of the cellars, or the restaura nts which promote the traditional local cuisine, as
well as the specific architecture of the visited area. Meanwhile, the wi ne routes in the countries of
the „New World" (Australia, New Zealand, USA etc.) are characterized by educational and
recreational themes, as there is an increased interest of the tourists for wine tasting, improving the
wine-related knowledge and using the winemaking units for entertainment purposes. In this
context, the specific wine tourism activities go hand in hand with the gastronomy, the cultural and
the rural tourism (Casanovas, 2008, quoted by Boschi, 2011).
The first wine road appeared in 1953, in Al sace (France); it now covers 170 km. In a short
time, the wine roads developed in Bordeaux, on the Loire Valley and the Rhône Valley. Germany, Italy or Spain immediately followed the lead and cr eated new tourist trails on the Rhine Valley, in
Tuscany or Castile. Countries which are not part of Europe (USA, New Zealand, Chile, Brazil etc.)
followed the trend and eventually, the wine roads have become tourist destinations per se in south-

Wine Road – An Instrument for the Valorisation of Wine Tourism Potential…
197
eastern Europe as well – Hungary, Slovenia, Romania and the Republic of Moldova – being
considered the best way of valorizing the origin designations (Vlachvei, 2009).
In Romania, the tourist project „Wine Road" has been designed within the framework of
the national program „Romania – Land of the Wine" drawn up by the Ministry of Tourism and
Regional Development in 2003. The wine road passes through the well-known vineyards of the
counties Buz ău, Prahova, Bac ău, Iași, Vrancea, Vâlcea, Alba, Arad etc. The aim of such programs
is the development of wine tourism, with all the i nvestments and benefits that this type of tourism
entails directly and indirectly.
Currently, there are 11 wine roads passing through the best known vineyards of the country,
but none of them has a well-established structure or functioning system. Many of them lead nowhere, because there are no signposts showi ng the itinerary, the accommodation, catering and
leisure offer. In terms of functionality, the best or ganised is the wine road of Prahova county. It
goes through 11 wine estates (Tohani, Halewo od Cellars, Budureasca Cellar, SERVE Cellar,
LaCerta Cellar, Basilescu Cellar, Ceptura Cellar, Domeniile S ăhăteni etc.), covering
approximately 58 km and attracting 12 000 – 13 000 tourists every year. The wine road of Buz ău
County covers 60 km and starts from the National Road DN10, towards Pietroasele and Monteoru. The investment amounted to EUR 24 million, with EU funding (http ://www.vinland.ro/).
In Vrancea county, the wine road passes through Panciu, Cote ști and Odobe ști vineyards
(Mănilă, 2013), covering approximately 100 km; in Arad, the 60 km which go along the county
roads DJ708B and DJ708C (which start from the National Road DN10) cross the Mini ș-Măderat
vineyard from north to south.
In Alba County, the wine road covers approximately 200 km and passes through Aiud,
Alba, Sebe ș-Apold and Târnave vineyards.
As far as the research on this subject is concerned, there are many studies in the
international specialized tourist literature. Most of the studies in the anglo-saxon literature
highlight the role that the wine routes play in the marketing strategies of the wine factories, as well
as their economic effectiveness (Preston-White, 2000; Bruwer, 2002; Kirkman, 2010). In Europe, the wine routes are considered tourist destinations per se and the majority of the studies emphasize
the elements of the cultural landscape, the reputa tion of the wines and of the terroir etc. (Gatti,
1997; Correia, 2006; Boschi, 2011).
In Romania, the research on this topic is still at an early stage and so is the development of
this new form of tourism. There are a limited numb er of papers at the mome nt and the majority of
the investigations are case studies. For example Ra nca (2007) analyses the wine road in Dobrogea
and considers that it represents a solution for the sustainable development of the local agrotourist
potential. Most of the studies are descriptive (Popescu, 2000) and focus of the description of the
attractions included on the wine road of a certain wine-growing region or vineyard (M ănilă, 2013).
Other studies focus on the analysis of the wine-growing cultural potential and of the wine
tourism potential on a national level (Soare, 2010).
To conclude, we can say that the research on the topic of the wine routes in Romania,
implicitly of the wine tourism is yet at the pioneering stage. This paper aims to bring a small
contribution to the specialized tourist literature of Romania, concerning the wine routes.

METHODOLOGY
In order to write this paper, we have used the classical research methodology, that is we
have consulted the specialized bibliography related to tourism, from the international literature as
well as the Romanian one, regarding our topi c; we have studied as well the specialized
bibliography having as subject the geography and wine-growing in the research area.
The data base has been completed with th e information acquired from the fieldwork.
Among the documentary methods used on the ground, we mention: the observation, the analysis,
the investigation, and the mapping. The visits on the ground aimed to identify, localize, describe

Mihaela UNGUREANU
198
and photograph the wine tourism resources from the vineyards of Alba county in order to integrate
them in the tourist trail „Wine Road" .
Also, the visits on the ground have allowed us to obtain from the wine producers and the
local authorities some information concerning the tourist circulation, the characteristics of the
tourist products, the acco mmodation supply, the on-going project s etc. The spatial representation
of some of the analyzed elemen ts has been made by using a specialized software, named ArcGIS.

WINE – GROWING POTENTIAL OF ALBA COUNTY
Framing the vineyards of Alba County on a regional and national level
Alba county vineyards are part of the Transylv ania Plateau wine region, situated in the
centre of Romania. The grape plantations of this region are grouped in five vineyards, namely:
Aiud, Alba Iulia, Sebe ș – Apold, Lechin ța and Târnave , situated within the administrative borders
of four counties: Alba, Sibiu, Mure ș, Bistrița-Năsăud.
The grape plantations of Alba County are included in four of the five vineyards of the
region, respectively: Aiud, Alba Iulia, Sebe ș-Apold and Târnave (figure 1).
From a physical-geographical point of view, the grape plantations of Alba county are
located between the piedmont of Trasc ău Mountains (to the west), Ludu ș Hills, at the southern
extremity of Transylvania Plain and the Mure ș river between its confluences with Arie ș and Aiud
rivers (to the north), the northern extensions of the Subcarpathian Hills at the foot of Șureanu and
Cândrel Mountains (to the south), the southern extensions of the hills from the Seca șelor Plateau
(to the south-east), the hills from Târnave and Mure ș basin (to the east and north-east) (figure 2).

Figure 1. The vineyards and wine centers from
Alba County
Figure 2. The physical – geographical map
of Alba County

From ecological point of view, the vineyard finds here good and very good vegetation
conditions, especially in the south-western half of the Transylvania Plateau, in the Alba Iulia and
Târnave vineyards, which bear the name „The Land of the Wine " (Cotea, 2008).
The reputation of the Jidvei, Ciumbrud, Alba Iulia and Târnave wines has transcended the
borders of the country, a fact which is proved by the numerous medals won over the years at the

Wine Road – An Instrument for the Valorisation of Wine Tourism Potential…
199
international competitions. On a national level, Alba County does not own a vast wine-growing
surface. In 2013, th e total wine-growing surface (vineyards and grape nurseries) of Alba county
was 4 656 ha, representing 45,8% of Transylv ania Plateau grape surface and 2,2% of the
Romanian grape surface. 1
The cornerstone of the vineyards in Alba County is the white wines production, either table
wines, or belonging to the Grand Cru category (Cotea, 2008).

The vineyards of Alba County
Due to the favourable conditions of the natural environment, the culture of vine has an ancient
tradition on the territory of Alba County, being practiced here since very distant times. Târnave and Alba Iulia vineyards are among the oldest of Romani a; wine-growing in these areas was attested by
archaeologists and historiographers since the Dacian times (Martin, 1966; Macici, 1996).
Until the phylloxera invasion (1880-1884), wine-growing in this area and in fact, wine-
growing in the whole Romania was in a continual progress under all aspects: economical,
technological, biological. Phylloxera had a disastrous impact on the vineyards on the whole
Romanian territory. The reconstruction of the vineyards was rather difficult, being replanted in two stages: the first began in 1884 and lasted until the end of the Second World War, and the second
covers the socialist period. By means of a vast programme, on a national level, the vineyards
which were old and unproduc tive were replaced by ne w plantations, either for wine grapes or for
table grapes. The aims were to increase the grape surface and the pr oduction per hectare.
After 1989, together with the retrocession of lands and the establishment of the private
property, the Romanian viticulture has entered in a downward spiral as a result of a poor
management of the wine-growing stock.
Currently, the Romanian viticulture is going through a stage of deep transformations, that
of the reconversion of grape plantations; thus, the old vines and those which have developed from
hybrid varieties are being replaced with new plantations, with noble varieties.
In 2013, the total wine-growing surface of Alba county was 4 656 ha, out of which 3 860 ha
were fruitful vines. Out of the su rface planted with fruitful vines, 3 348 ha were grafted vines and
only 512 ha were hybrid vines. The whole surface of fruitful vines belongs to the private sector,
and 50 % of them are individual exploitations.
2
Aiud vineyard is located in the west of Transylvania Plateau, north of Alba-Iulia vineyard, the
grape plantations being scattered on the hills from both sides of the corridor of lower Mure ș
(Teodorescu, 1987; Maci ci, 1996). Aiud vineyard covers a surface of approximately 600 ha 3 and
includes the grape fields of Ciumbrud, Sâncrai, Ocna Mure ș, Mirăslău, Lopadea Nou ă, Ciuguzel and
Uioara (Popa, 2010). The largest grape surface is owned by SC Domeniile Boieru SRL, owning
approximately 180 ha, follo wed by Logos Cellar, with 20 ha. Th e small producers own little surfaces,
from several tens of acres to 3-5 ha. The ecol ogical conditions are favourable for obtaining high
quality white wines, most of them bearing a designation of origin (O șlobeanu, 1991).
Alba Iulia vineyard locally named „The Land of the Wine" , is located on the hills at the
eastern foot of the Apuseni Mountains, which spread on the right border of Mure ș, between
Geoagiu and Ampoi water streams (Teodorescu, 1987; Popa, 2010). The vineyard covers a surface
of about 230 ha 4 and includes the wine centre of Alba Iulia, encompassing some famous grape
plains: Ighiu, Cric ău, Șard, Țelna, Craiva, Bucerdea Vinoas ă and Sântimbru.
The ecological conditions are favourable for obtaining dry, semi-dry and semi-sweet white
wines, table wines or bearing a designation of or igin, as well as those wines which constitute the
raw material for the Alba Iulia sparkling wine (Cotea, 2008).

1 http://www.insse.ro/
2 http://www.insse.ro/
3 http://www.insse.ro/
4 http://www.insse.ro/

Mihaela UNGUREANU
200
Sebe ș – Apold vineyard is situated in the south-west of Transylvania Plateau. The grape
plantations are spread on the northern extensions of the hills at the foot of the Meridionali Carpathians and on the southern extensions of the hills from the Seca șelor Plateau. Globally, the
wine centre Sebe ș covers about 625 ha 5 and includes 11 grape plains, the best-known of which
are: Câlnic, Gârbova, Vingard, Spring, Daia Roman ă and Cut. The vineyard is the source of white
wines, table wines or bearing a designation of origin.
Târnave vineyard is the largest and the most famous of Transylvania Plateau wine-growing
region. The vineyard are situated in the hydrographic basin of Târnava Mare and Târnava Mic ă
(Martin, 1966), at an averag e elevation of 270 m (Babe ș, 2011), on slopes whose inclinations
range from 5 ˚ to 15 ˚, a fact which demands methods of combating soil erosion and landslides.
Târnave vineyard spreads on the su rface of three counties: Alba, Mure ș and Sibiu and includes six
wine centres: Media ș, Zagăr, Târnăveni, Valea Nirajului, Jidvei and Blaj, the last two being
situated in Alba county (Cotea, 2008).
As for the vineyards in Alba county, the la rgest surface belongs to Târnave vineyard (wine
centres Blaj and Jidvei), with about 3 000 ha. 6
In the wine centre Jidvei lies one of the most famous national wine brands: SC Jidvei SRL.
The wine-making unit of Jidvei owns the largest grape area in Romania, approximately 2 300 ha. 7
In the wine centre Blaj operate the Reasearch Station of Viticulture and Enology Blaj, as
well as Târnave-Blaj Cellar, with a grape surface of about 250 ha.
The ecological conditions of Târnave vineyard are favourable for obtaining dry white wines, different varieties of sparkling wines bearing a designation of origin (Târnave-Blaj,
Târnave-Jidvei), as well as semi-dry or sweet wh ite wines, liqueur and aromatic wines, which are
obtained when the conditions for the development of the noble rot are met, especially from the
following varieties: Feteasc ă Albă, Fetească Regală, Traminer Roz, Muscat Ottonel, Sauvignon,
Pinot Gris, Neuburger and Riesling italian (Macici, 1996; O șlobeanu, 1991).

The grape production
In the vineyards of Alba County, there are significant variations of the total grape
production (wine grapes and grapes for current use) from year to year, due mainly to the values of
the climate elements in certain vegetation periods, as well as to the production of certain extreme
meteorological phenomena (fog, drought, hail). As we can notice in graph of figure 3, the grape production recorded a strong oscillation between years 1990-2014.

Figure 3. The evolution of total production of grapes in Alba county (1990-2014) 8

5 http://www.insse.ro/
6 http://www.insse.ro/.
7 Data source: Ioan Buia, manager of winemaking complex SC Jidvei SRL.
8 http://www.insse.ro/.

Wine Road – An Instrument for the Valorisation of Wine Tourism Potential…
201
The lowest value of the grape production was recorded in 1998, namely 8 540 tons. In the period
2005 – 2007, the grape production was very low, between 11 000 and 13 000 tons, but increased significantly in 2008, to 24 173 tons. The year 2014 was the most productive, the production reaching
32 557 tons of grapes (29 895 tons, out of grafted vines and 2 662 tons, out of hybrid vines).
9

The wine varieties
The cornerstone of the vineyards in Alba County is the white wines production, either table
wines, or bearing a protected designation of origin (Cotea, 2008).
As far as the varieties are concerned, in the four vineyards of Alba County prevail the grape
varieties for high-quality white wines, the majority of which bear a designation of origin, namely:
Fetească Regală, Fetească Albă, Traminer Roz, Riesling Italian, Pinot Gris and Sauvignon Blanc,
but also the variety for Muscat Ottonel aromatic wines (Macici, 1996; Popa, 2010).
As for the wine varieties and their sugar content, the wines which come from the vineyards
of Alba county can be: dry, semi-dry, semi-sweet and sweet (Cotea, 2008). Together with these
wines, we must highlight the sparkling wines from Târnave vineyards (Jidvei), Alba Iulia and
Sebeș-Apold, considered to be some of the best of our country, a fact which justifies their ranking
among the sparkling wines bearing a designation of origin (Macici, 1996). The Alba sparkling
wine has been produced since 1969, and is obtained, in most of the cases, out of Pinot Gris and
Fetească Regală (Cotea, 2008).
In recent years, in Târnave vineyard were intr oduced in culture the grape varieties for red
wines (Pinot noir, Cabernet Sauvignon, Feteasc ă neagră, Merlot and Syrah). The red wines are
produced by SC Jidvei SRL. In 2011, the company launched onto the market a Pinot noir from the 2009 vintage, intended for the super premium segment (about 100 000 bottles).
10
In Aiud vineyard, at Ciumbrud, the conditions allow that, in some years, the grapes be
infected with noble rot, which offers the possibility of producing some wines of an exceptional
quality. One of the oldest wines produced in the vineyard is a blending named „Plebanos" . It is
obtained, in most of the cases, out of Feteasc ă Albă, Grasă and Muscat Ottonel (Macici, 1996).
Currently, this wine is produced by Logos Cellar from Aiud.
According to the National Office for Designation of Origin for Wine (ONDOV), the wines
of Alba county vineyards can have the following controlled designations of origin (CDO): Aiud, Alba Iulia, Sebe ș-Apold, Târnave, Târnave- Blaj and Târnave-Jidvei.
11
Table no. 1 includes the grape varieties out of which the wines with CDO are obtained.

Table 1. The varieties of grapes for the wine with designation of controlled origin 12

CDO Aiud CDO
Alba Iulia CDO Târnave CDO
Sebeș-Apold
White varieties White varieties White varieties Red varieties White varieties
Pinot Gris Pinot Gris Traminer Cabernet Sauvignon Pinot Gris
Muscat Ottonel Muscat Ottonel Chardonnay Pinot Noir Traminer Roz
Traminer Roz Traminer Roz Pinot Gris Fetească Neagră Muscat Ottonel
Sauvignon Blanc Sauvignon Blanc Muscat Ottonel Syrah Sauvignon Blanc
Chardonnay Riesling Italian Sauvignon Blanc Merlot Chardonnay
Riesling de Rhin Neuburger Neuburger Neuburger
Riesling Italian Fetească Regală Riesling Italian Riesling de Rhin
Neuburger Fetească Albă Riesling de Rhin Riesling Italian
Fetească Regală Furmint Fetească Regală Fetescă Regală
Fetească albă Fetescă Albă Fetească Albă
Furmint Furmint

9 http://www.insse.ro/.
10 http://vinul.ro/.
11 http://www.onvpv.ro/.
12 http://www.onvpv.ro/

Mihaela UNGUREANU
202
As for the surface planted with grape varieties for wines with controlled designation of origin
(CDO), in 2011 there were 2 100 ha in Alba County (figure 4), with over 800 ha more than in 2007.13

Figure 4. The evolution of the surface vineyards with CDO (ha), between years 2006 – 2011 14

WINE TOURISM POTENTIAL OF ALBA COUNTY
The wine tourism potential includes all the tourist attractions of a wine-growing region,
either natural or anthropic: winemaking units, vine yards, wine centres, cellars, research stations,
vine and wine museums etc., plus the accommodation and cater ing units, access infrastructure
specific to wine tourism (tourist trails) and other tourist amenities which are necessary in order to
render valuable the wine tourism resources. We should not forget the natural and anthropic tourist
attractions (natural reserves and monuments, cultural, historical and religious tourist attractions)
which are not directly linked to wine tourism, but can be harnessed by it, thus creating a wide tourist offer, able to satisfy a diverse range of tourist motivations.
On the whole, Alba county has a tourist potential harmoniously distributed on all its
surface; to the west, in the mount ain area, the natural tourist attr actions prevail, followed by the
cultural-historical and religious ones, and in th e east-central part, the largest share belongs to
anthropic tourist attractions, but also to wine-gro wing attractions (cellars, winemaking units, wine
collections, castles etc.) (figure 5). In terms of wine tourism attractions, in Alba County lies one of the main wine producers in
Romania: the winemaking unit of SC Jidvei SRL, and also one of the most famous national wine
brands. In the four vineyard of Alba county there is an impressive number of cellars belonging,
most of them, to small producers (figure 6): Logos Cellars, Tamas Andras Cellar, Papp Péter
Cellar (Aiud), Köble Tiberiu Cellar, Iepure Ioan Cellar, Vass Attila Cellar (Ciumbrud), Toth Csaba
Cellar (Alba Iulia), Apoulon Cellar (Bucerdea Vinoas ă), Țelna Cellar ( Țelna), Viticola Gârbova,
Rex Vinorum (Aiud) etc. (figure 6).
We must add to these SC Domeniile Boieru SRL, a medium-sized wine-producer, whose
image capital becomes ever stronger. The quality of the wines of Ciumbrud, produced by Domeniile
Boieru, has already been recogni zed by the medals won at the competitions in this field. 15
Furthermore, two tourist attractions which cannot be omitted are the Reasearch Station of Viticulture and Enology Blaj, as well as Târnave- Blaj Cellar. As for the wine-related anthropic
attractions, the castles have a special importance, due to their historical an d architectural value.

13 http://www.onvpv.ro/
14 http://www.arev.org/
15 http://www.domeniileboieru.ro/

Wine Road – An Instrument for the Valorisation of Wine Tourism Potential…
203
Some of them are already open for tourist purposes or there are on-going projects to achieve this. A
good example is the Bethlen – Haller Castle (historical monument) of Cetatea de Balt ă, which operated
as a department for turning the wine into champagne, belonging to the Jidvei Company, until 2003,
when restoration of the castle began. Currently, the cellar under the castle hosts wine tastings, together
with local traditional meals or from the international cuisine. The castle may be visited only on request,
with a previous programming, by organized groups or on the occasion of various events (symposiums,
exhibitions). The image of Bethlen-Haller Castle is the logo of Jidvei brand.

Figure 5. The share of tourist attractions at the level
of Alba administrative units
(Data source: the official websites of localities' Town-Hall;
investigation on the ground, 2014) Figure 6. The distribution of wine-producers and
cellars in Alba county vineyards
(Data source: investigation on the ground, 2014)

In Alba County there is an impressive number of castles, many of which are placed in wine-
growing localities, and that could be included in the tourist trails after specific developments. Here, we
could mention the Bethlen Castle of the commune Cut, Martinuzzi Castle and Kendeffy – Horvath
Castle (Vin țu de Jos), Mikes Castle (Cisteiu de Mure ș), Teleki Castle (Uioara de Sus), Kemény Castle
(Sâncrai), Wesselényi Castle (Obreja), Esterházy Castle ( Șard), Bethlen Castle (Sânmicl ăuș), Kemény
Castle (Gâlda de Jo s), the castle from Bote ști etc. (Anghel, 1982; Stoica, 2009). 16
Another category of tourist attractions located in vineyards, which could be harnessed by
means of wine tourism are the natural reserves and the natural monuments. The fact that they are
placed in the close surroundings of wine-growing localities favours th eir inclusion within the wine
trails. The main protected areas of local or national interest from Alba county, which might be included in the tourist trail „Wine Road" are the natural reserves: „Pădurea Sloboda" (Aiud),

16 http://patrimoniu.gov.ro/

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„Tăul fără fund" (Băgău), „Pădurea Cărbunarea" (Blaj), „Pădurea de stejar pufos" (Quercus
pubescens ) of Mirăslău etc., and the natural monuments: „Teiul lui Eminescu" and „Stejarul lui
Avram Iancu" of Blaj. A particularly important tourist attraction is „The Botanical Garden of
Blaj" , the oldest botanical garden in the world established near a secondary school (1881-1883)
(Anghel, 1982). At present, the majority of th e wine tourism attractions of Alba County are
harnessed by means of a tourist itinerary called „Wine Road" .

„Wine Road" in Alba County
The most effective way of putting to use the tourist potential of a wine-growing region is the so-
called „Wine Road" – a tourist trail which includes natural attractions (winescapes, natural reserves and
monuments), cultural tourist attrac tions (castles, mansions, vine and wine museums etc.), technical or
industrial attractions (winemaking units, cellars), specific tourist infrastructure (roads and signposts
enabling the tourists to arrive at the wineries, accommodation and catering units).
In Alba County, the tourist programme „Wine Road" started at the beginning of 2004, in
the framework of a project initiated by Alba C ounty Council, with a non-refundable European
grant. Afterwards, the initiatives of the members of some profe ssional and inter-professional
wine-related associations and organizations added to this. Their common purpose was to create a
tourist product which should combine the vine a nd wine-related tourist attractions and the cultural-
historical and natural ones, for the promotion of the local wines, the increase of the direct sales, especially in the case of the small producers and, last but not least, for the national and
international promotion of the general tourist offer of Alba county. Other objectives or the factors
involved are: improving of the access infrastructure in the rural localities included in the wine
road, setting up signposts and information boards, editing leaflets, brochures, guides etc., in order
to promote the project, as well as organizing cultu ral and recreational events or activities, for the
creation of a complex tourist of fer, able to satisfy a wide range of tourist motivations.
The tourist itinerary „Wine Road" includes the most important wine centres of Alba
County. The trail passes through scenic, historic and cultural interest areas, covering a distance of more than 200 kilometers (figure 7).
The wine tourism attractions are grouped along the National Road DN1 (E81), having the
advantage of a quick acces to the four vineyards of Alba county. Thus, from the National Road DN1,
which passes from north to south the vineyards Aiud, Alba Iulia and Sebe ș, the National Road
DN14B (Teiu ș – Blaj – Valea Lung ă) starts, allowing the access to Târnave vineyard, towards the
wine center Blaj, then towards Jidvei, on the County Road DJ 107 (Blaj – Jidvei – Cetatea de Balt ă).
Aiud vineyard represents the maximum concentr ation point of wine tourism attractions. In
Aiud vineyard there is an impressive number of cellars that belong to the small producers: six
cellars in Aiud and seven cellars in Ciumbrud, plus a winemaking company – SC Domeniile Boieru SRL (figure 8). All these small producers offer wine tastings directly in the cellar, and this
is the moment when the tourist can meet the wine -producer and the whole history of the cellar and
also the history of the wine, which can be purchased directly from the source.
In order to develop the tourist segment, Domeniile Boieru society intends to build a pension
within the vineyard and a restaurant having a seating capacity of 120 seats.
In Aiud, the tourist can visit one of the oldest urban fortresses in Transylvania (13th – 16th
centuries), and the Bethlen Castle within, which hos ts the History Museum (Stoica, 2009). Near Aiud,
we can visit some religious historical monuments, such as: the Church „Nașterea Maicii Domnului”
(14th century) in Gârbovi ța and the Calvin Reformed Church (15th century) in Ciumbrud . 17
The tourists who wish to visit the tourist attr actions in Alba Iulia vineyard can follow the
route Alba-Iulia – Șard of the National Road DN 74, then they can continue on the County Road
DJ 107H in order to visit the cellars, as well as other tourist attractions from Ighiu, Țelna,
Bucerdea Vinoas ă, Craiva, Cric ău and Gâlda de Jos.

17 http://patrimoniu.gov.ro/

Wine Road – An Instrument for the Valorisation of Wine Tourism Potential…
205

Figure 7. „Wine Road" în Alba County

At Blaj, a city which has pl ayed an important role in the formation of the national
consciousness of the Romanian people, the tourists can visit the Reasearch Station of Viticulture
and Enology Blaj, Târnave-Blaj Cellar, but also many other cultural and anthropic tourist
attractions, such as: the historical monument „Câmpia Libert ății", the Metropolitan Castle, the

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History Museum „Augustin Bunea" etc. From Blaj, the wine itinerary heads towards the
fascinating vineyards of Jidvei. Here, the tourist can visit the winemaking department of the Jidvei Company, one of the most famous and appreciat ed Romanian wine bran ds. The Jidvei Company
owns 4 cellars: Jidvei, B ălcaciu (the first industrial-type cella r of Romania, bu ilt in 1958), the
Bethlen-Haller Castle of Cetatea de Balt ă (figure 9), built in the 15
th century in Renaissance style
(Sebestyén, 1963) and the T ăuni Cellar (built in 2014).

Figure 8. Domeniile Boieru Cellar. Figure 9. Bethlen-Haller Castle 18

Information and tourist signalization infrastructu re of this route includes trail signs bearing
the inscription „Wine Road" and tourist documenting boards. They are placed in the most
important points of the trail: at the entrance in every locality included in the „Wine Road" , in the
centre of the localities and in the surroundings of the cellars / winemaking units (figure 9). The
tourist information panels contain a sketch map with the „Wine Road" (figure 10) and the wine-
growing localities that it passes through.

Figure 9. Tourist sign bearing the inscription
„Wine Road" , located near SC Jidvei SRL Figure 10. Tourist information panel containing a
sketch map with the „ Wine Road" , located in Aiud,
near Logos Cellar

In Alba County, these equipments are satisfactor y, due to their density, as well as to their
location. Their role is to inform continually the tourists that they travel along the „Wine Road" and

18 http://www.castelintransilvania.ro/).

Wine Road – An Instrument for the Valorisation of Wine Tourism Potential…
207
about the leisure, accommodation and catering opportunities. As for the last element, we must
mention that the tourist documenting boards do not contain information about the cellars or the wineries along the „Wine Road" , the tourist attractions which can be visited or the catering and
accommodation opportunities. For an efficient harn essing of the wine tourism potential, and not
only, this aspect has to be improved. In order to vi sit the tourist attractions of an area, first of all,
the tourist has to be informed that they exist, therefore, the tourist information and signalization
infrastructure is essential for the valorization of the tourist resources of an area.

Accommodation offer
Alba county has a wide accommodation offer, mo re developed in the mountain area, due to
the density and variety of the natural tourist attractions (Gozner, 2010; Avram, 2012), but also in
the main urban centres, because of the high number of cultural-historical tourist attractions. Alba
Iulia Municipality concentrates the largest number of beds – over 1000, distributed in two, three and four-star hotels, as well as in tourist pensions and villas.
19
There is a close connection betw een the number of tourist a ttractions of an area and the
degree of development of the tourist accommodation infrastructure. As we can notice on the map
in figure 11, the localities which have a large number of tourist attractions also have a large
number of accommodation offers. This aspect – the relationship between the density and the
variety of the tourist attractions and the num ber of accommodation places – is particularly
important for the localities included in the tourist trail „Wine Road" . In the villages situated in
vineyards, tourist pensions-type of lodgings have appeared during the last 3-4 years, as there is an
increased interest on the part of the population, of the local authorities and of the cellars or
wineries owners concerning the harnessing of the wine-tourism potential. In this respect, some
cellars or wineries owners who organize wine tastings, wine-growing and wine-making tours, have
established guest houses, as well as restaurants, with the purpose of providing a complete tourist
package to the tourists. For example, Jidvei Company has introduced in the tourist circuit the
Bethlen – Haller Castle of Cetatea de Balt ă, by creating a wine tasting hall and eight rooms for
accommodating the company guests.
The tourists who visit Jidvei can find accommoda tion at the only pension in the village –
„Casa dintre vii" , built in the year 2011, as a re sult of the integration of the locality in the tourist trail
„Wine Road" and of the increasing accommodation demand. In fact, most of the tourists who visit
Jidvei estate choose the lodgings of Blaj municipality. The majority of the accommodation places are
in the cities Alba Iulia, Aiud, Sebe ș, Blaj and Teiu ș, situated on the „Wine Road" . As for the
accommodation offer in the rural areas included in the „Wine Road" , the most of the places are
situated in the communes Ighiu, Gârbova, S ăsciori, Spring and Pianu, followed by Jidvei, Strem ț,
Gâlda de Jos and Cetatea de Balt ă. According to the investigations made on the ground, the
accommodation demand in the rural localities with a wine-tourism potential is much greater than the
existing supply. But, at the level of the wine-producing units, there are projects concerning the building
of „guest houses" (pensions) and restaurants. For example, SC Domeniile Boieru SRL of Ciumbrud
(Aiud) intends to build a pension in the vineyard, exactly next to the winemaking unit, and also a
restaurant having a seating capacity of 120 seats. For such a form of tourism, the tourist demand is
made more of the foreign tourists and less of domestic demand, which demonstrates that Romanian tourists have not yet developed a culture of wine discovery, wine tourism being more addressed to a
higher class of tourists. Wine-tourism attracts every year over 6000 tourists in the vineyards of Alba
County. Following the interviews with the directors or the managers of the wine-production units and
with a part of the small producers, we found out that the largest number of visitors per year come to the
wine-making complex SC Jidvei SRL, that is 4000-5000 visitors. On the second place is situated Târnave-Blaj Cellar, which is visited annually by about 1000 tourists, followed by SC Domeniile
Boieru SRL, of Ciumbrud (Aiud), with an average of 20 tourists per month.

19 http://www.insse.ro/).

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208

Figure 11. Distribution of the accommodation places and the share
of the tourism attractions at the level of Alba administrative units
(Data sources: official websites of the C ity Halls; investigation on the ground, 2014 ) 20

In Ciumbrud there are several cellars belonging to small producers, but the number of the
tourists visiting them is very reduced, non-existent in some cases. The situation is the same in the
cellars of the small producers of Aiud; unlike the others, the best known of them, the Logos Cellar,
offers wine tastings, accommodation and the possibility to serve a meal in the „Două Sălcii"

20 http://www.insse.ro/.

Wine Road – An Instrument for the Valorisation of Wine Tourism Potential…
209
hostel, but we do not have the data concerning the approximate number of tourists who visit this
cellar every year. The situation is the same in the case of the other cellars of the small producers
in Alba County; until now we cannot speak about a concrete tourist offer from their part and,
therefore, we are not dealing with wine-tourism, but with wine-buyers who are offered the
possibility of tasting the wines before choosing a variety for purchase. Jidvei Company is the only
winemaker which has developed a concrete tourist offer, sold by means of travel agencies.
As for the origins of the tourists, the major ity are Hungarians, Germans, Danish, French,
Italians, Dutch and less Americans, Canadians and Israelis. As a percentage, 80% are foreigners
and the rest are Romanians from different parts of th e country. The majority of the tourists visit the
winemaking units and the cellars between May and September. At Jidvei Company, in the summer months there are 1 – 2 tourists groups of 30 – 40 people every week.

CONCLUSIONS
In Alba County lie four of the oldest and most famous vineyards of the country, where there
are traditional cellars, renowned for the quality of th eir wines, with particular touches of nobleness
and originality. Throughout Alba County there is a balance of the tourist resources, the wine-tourism attractions being situated, normally, along the famous „Wine Road" (cellars, winemaking
units, castles, fortresses, historical monuments, places of worship etc.)
The tourists who visit Alba County can take part in wine tastings or have the opportunity of
visiting the cellars and the winemaking units in order to learn the wine-making process. For the
tourists who are less interested in wine, the variet y of tourist resources in Alba County offers the
possibility of experiencing other forms or types of tourism (cultural tourism, ecotourism, rural
tourism, agrotourism).
The data gathered during the investigation on the ground indicate the f act that wine-tourism
takes more and more shape, being supported by the local authorities, in cooperation with
professional organizations in the fields of tourism and wine-growing, and, by extension, by the
wine-producers.
The interest of the local authorities to devel op wine tourism is proved by the projects
accomplished until now, such as: the „Wine Road" , the wine-related cultural events, fairs and
exhibitions having a wine-growing related subject etc.

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Submitted: Revised: Accepted and published online
June 03, 2015 Octomber 01, 2015 Octomber 16, 2015