Wine in Romania [625852]

Wine in Romania
Euromonitor International
July 2019

W I N E I N R O M A N I A P a s s p o r t i
© E u r o m o n i t o r I n t e r n a t i o n a l LIST OF CONTENTS AND TABLES

Headlines ………………………….. ………………………….. ………………………….. ………………………….. ….. 1
Prospects ………………………….. ………………………….. ………………………….. ………………………….. ….. 1
Sales of Packaged Wine Continue To Grow ………………………….. ………………………….. …………. 1
Strong Seasonality for Sparkling Wine ………………………….. ………………………….. ………………… 1
Romanians Are Moving Towards A More Sophisticated Shopping Experience …………………… 2
Competitive Landscape ………………………….. ………………………….. ………………………….. ……………. 2
Domestic Producers Reign Supreme ………………………….. ………………………….. …………………… 2
Product Innovation Is Used As A Successful Weapon ………………………….. ………………………… 2
the Rising Presence of Private Label ………………………….. ………………………….. …………………… 3
Category Data ………………………….. ………………………….. ………………………….. ………………………… 3
Table 1 Sales of Wine by Category: Total Volume 2013 -2018 ………………………….. .. 3
Table 2 Sales of Wine by Category: Total Value 2013 -2018 ………………………….. ….. 3
Table 3 Sales of Wine by Category: % Total Volume Growth 2013 -2018 …………….. 4
Table 4 Sales of Wine by Category: % Total Value Growth 2013 -2018 ……………….. 4
Table 5 Sales of Wine by Off -trade vs On -trade: Volume 2013 -2018 ………………….. 4
Table 6 Sales of Wine by Off -trade vs On -trade: Value 2013 -2018 …………………….. 5
Table 7 Sales of Wine by Off -trade vs On -trade: % Volume Growth 2013 -2018 ……. 5
Table 8 Sales of Wine by Off -trade vs On -trade: % Value Growth 2013 -2018 ………. 5
Table 9 Sales of Still Red Wine by Price Segment: % Off -trade Volume 2013 –
2018 ………………………….. ………………………….. ………………………….. …………. 5
Table 10 Sales of Still Rosé Wine by Price Segment: % Off -trade Volume
2013 -2018 ………………………….. ………………………….. ………………………….. …. 5
Table 11 Sales of Still White Wine by Price Segment: % Off -trade Volume
2013 -2018 ………………………….. ………………………….. ………………………….. …. 6
Table 12 Sales of Other Sparkling Wine by Price Segment: % Off -trade Volume
2013 -2018 ………………………….. ………………………….. ………………………….. …. 6
Table 13 GBO Company Shares of St ill Light Grape Wine: % Total Volume
2014 -2018 ………………………….. ………………………….. ………………………….. …. 6
Table 14 NBO Company Shares of Still Light Grape Wine: % Total Volume
2014 -2018 ………………………….. ………………………….. ………………………….. …. 7
Table 15 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2015 –
2018 ………………………….. ………………………….. ………………………….. …………. 8
Table 16 GBO Company Shares of Champagne: % Total Volume 2014 -2018 ……….. 8
Table 17 NBO Company Shares of Champagne: % Total Volume 2014 -2018 ……….. 8
Table 18 LBN Brand Shares of Cham pagne: % Total Volume 2015 -2018 ……………… 9
Table 19 GBO Company Shares of Other Sparkling Wine: % Total Volume
2014 -2018 ………………………….. ………………………….. ………………………….. …. 9
Table 20 NBO Company Shares of Other Sparkling Wine: % Total Volume
2014 -2018 ………………………….. ………………………….. ………………………….. .. 10
Table 21 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2015 –
2018 ………………………….. ………………………….. ………………………….. ……….. 10
Table 22 GBO Company Shares of Fortified Wine a nd Vermouth: % Total
Volume 2014 -2018 ………………………….. ………………………….. ………………… 11
Table 23 NBO Company Shares of Fortified Wine and Vermouth: % Total
Volume 2014 -2018 ………………………….. ………………………….. ………………… 11
Table 24 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume
2015 -2018 ………………………….. ………………………….. ………………………….. .. 11

W I N E I N R O M A N I A P a s s p o r t ii
© E u r o m o n i t o r I n t e r n a t i o n a l Table 25 Forecast Sales of Wine by Category: Total Volume 2018 -2023 …………….. 12
Table 26 Forecast Sales of Wine by Category: Total Value 2018 -2023 ……………….. 12
Table 27 Forecast Sales of Wine by Category: % Total Volume Growth 2018 –
2023 ………………………….. ………………………….. ………………………….. ……….. 13
Table 28 Forecast Sales of Wine by Category: % Total Value Growth 2018 –
2023 ………………………….. ………………………….. ………………………….. ……….. 13

W I N E I N R O M A N I A P a s s p o r t 1
© E u r o m o n i t o r I n t e r n a t i o n a l WINE IN ROMANIA

HEADLINES
▪ Total volume sales of wine increase by 2% in 2018, to reach 173 million litres
▪ Premiumisation affects the evolution of the category
▪ Still rosé wine increases by 19% in total volume terms in 2018
▪ Romanians choose more expensive wines, leading to rising unit prices in current terms in
2018
▪ Jidvei retains the lead in wine in 2018
▪ Wine is projected to increase by a total volume CAGR of 3% over the forecast period,
reaching 201 million litres in 2023

PROSPECTS

Sales of Packaged Wine Continue To Grow
Wine has seen slow and steady growth in Romania, highly influenced by supply dynamics.
Romania is the 13th most important wine manufacturer globally. However, the agricultural area
allocated for wine production has b een declining. This is because many Romanians accessed
EU funds for the conversion of their lands and planted vines. However, some of them
abandoned them after the 10 year obligation expired. Home -made wine is still prevalent in
Romania, accounting for rou ghly half the total wine production in the country. Consumers are
becoming more educated about both local and international wines. The type of wine (white,
rose, red) is the main criterion in the purchasing decision, followed by the sugar content (dry,
semi-dry, semi -sweet, sweet). Red wine dominates, and red dry wine gained more ground, as
Romanians are increasingly purchasing premium wines. However, semi -dry wines are the most
popular in Romania. Local grapes such as Feteasca Neagra fare the best with dom estic
consumers. Sales of packaged wines are expected to continue growing, as Romanian
consumers are becoming more demanding and educated. Consumers will gravitate towards
premium wines, influenced by the constant diversification of the category. In this c ontext,
building consumer loyalty will be crucial. In an increasingly competitive market, government
support for local wine producers will be needed.

Strong Seasonality for Sparkling Wine
Sparkling wine registered another year of growth in both volume and current value terms in
2018. This can be explained by the rising presence of economy brands and increasing
penetration of Prosecco. Romanians do not consume high -quality sparkling wines, and they
mostly purchase them on a seasonal basis, with a peak aroun d the winter holidays, and to a
lesser extent during the summer – especially Prosecco. Sparkling wine is dominated by mass
products, and there is tendency to include some beverages in the wrong segment; defined as
“champagne”. The main drawback for the gro wth of sparkling wine is the low level of consumer
information. There is much room for consumer education, since currently sparkling wines are
mostly purchased on special occasions, and they are not always consumed at the right
temperature. The main potent ial for growth is in the consumption of sparkling wine in the
summer months, whilst strong product activation throughout the year will be a key goal for brand
owners in the forecast period.

W I N E I N R O M A N I A P a s s p o r t 2
© E u r o m o n i t o r I n t e r n a t i o n a l
Romanians Are Moving Towards A More Sophisticated Shopping
Experi ence
Supermarkets is a growing channel through which consumers buy wines. These retailers
have wide product portfolios, selling wines with a perceived good price/quality ratio. However,
connoisseurs tend to shop in wine shops in their search for high -end, unique products. There
were about 50 wine bars and shops in Bucharest in 2018, with some selling only wines, and
others also offering complementary products. Every year, new outlets open in the capital,
although their popularity is also rising in other big cities in Romania. Wine bars and shops
usually have selected product portfolios, shying away from mass brands. The ambiance,
product selection and knowledgeable personnel are key factors which attract consumers to
purchase wine from these outlets. Consume rs are also purchasing more products directly from
wine cellars, as they aim for a more direct and personal experience with the brand owners. The
number of wine cellars also increased over the review period, mostly due to the better
absorption of EU funds. Consumers’ search for premium, unique products will bring some
changes to the retail landscape, with wine bars, wine shops and wineries seeing more
consumers looking for a high -quality shopping experience.

COMPETITIVE LANDSCAP E

Domestic Producers Reign Supreme
Local companies dominate sales of wine in Romania. Jidvei, Cotnari, Cramele Recas and
Vincon Vrancea were the top four players in 2018, accounting for the majority of sales of wine,
even though there are 1,000 wine producers in the country. In 201 7, Murfatlar, a major player in
the category, went into bankruptcy, leaving its rivals to compete for its share. There is
exponential growth in the quality of wines produced in Romania, mainly due to investment in
production technologies. Manufacturers are also involved in creating a bottled wine consumption
culture. Wine has already become a trendy product, especially amongst millennials. More and
more wine cellars have appeared in Romania, usually positioning themselves in the premium
segment. Wine tastin g has also become more common, usually taking place when brand
owners launch new brands or wines. Romanian winemakers also rely on exports. Brexit poses
some threat to local producers, as the UK accounts for 20% of Romanian wine exports.

Product Innovatio n Is Used As A Successful Weapon
New product development is a key strategy for producers to build loyalty, especially in the
context of rising curiosity amongst the Romanian population. Some launches target the
unexploited potential of certain wine types. Most product innovations are also in the premium
segment. Within sparkling wine, Zarea is the most active innovator. The company launched the I
Love collection, which includes Tamaioasa Romaneasca and Muscat Rose premium sparkling
wines. Zarea also launche d two new frizzante Lambrusco wines in the Lively Collection range,
targeting summer consumption with casual -chic wines. Several brand owners tried to
differentiate by launching their products in unusual pack formats for the Romanian market, such
as bag -in-box. For example, Vincon Romania launched Vin Bun in 3 litre and 10 litre bag -in-box.
Limited editions were also launched in 2018, with some players paying homage to the
Centenary of Romania; for example, Jidvei launched Vinul Unirii (The Wine of the Unio n).

W I N E I N R O M A N I A P a s s p o r t 3
© E u r o m o n i t o r I n t e r n a t i o n a l the Rising Presence of Private Label
The wine category is undergoing continuous diversification, both in terms of product types and
prices. Over the review period, private label became increasingly important, with most products
concentrated in the eco nomy segment. Chained retailers such as Lidl and Carrefour have been
focusing on launching wines in bag -in-box packaging, aiming to differentiate themselves from
their competitors.

CATEGORY DATA

Table 1 Sales of Wine by Category: Total Volume 2013 -2018

million litres
2013 2014 2015 2016 2017 2018

Fortified Wine and 8.0 6.7 7.3 7.9 8.5 9.1
Vermouth
– Port 0.1 0.1 0.1 0.2 0.2 0.3
– Sherry – – – – – –
– Vermouth 7.2 6.0 6.5 7.0 7.5 8.0
– Other Fortified Wine 0.7 0.6 0.6 0.7 0.8 0.8
Non-Grape Wine – – – – – –
Sparkling Wine 8.3 7.6 8.5 8.7 9.0 9.3
– Champagne 0.4 0.6 0.5 0.5 0.5 0.6
– Other Sparkling Wine 7.9 7.0 8.0 8.2 8.4 8.8
Still Light Grape Wine 145.3 132.9 141.8 151.3 152.8 154.9
– Still Red Wine 49.2 42.6 45.5 49.2 51.2 52.6
– Still Rosé Wine 4.1 3.5 3.9 4.5 5.5 6.6
– Still White Wine 92.0 86.8 92.3 97.6 96.1 95.7
Wine 161.6 147.3 157.6 167.8 170.3 173.3
Source: Euromonitor International from official statistics, trade associations , trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Wine by Category: Total Value 2013 -2018

RON million
2013 2014 2015 2016 2017 2018

Fortified Wine and 271.8 253.0 258.9 272.7 306.3 339.8
Vermouth
– Port 7.5 8.2 11.7 16.1 20.2 24.5
– Sherry – – – – – –
– Vermouth 237.0 218.7 221.7 229.7 257.8 285.3
– Other Fortified Wine 27.3 26.1 25.5 27.0 28.3 30.0
Non-Grape Wine – – – – – –
Sparkling Wine 326.4 418.8 367.0 385.7 425.6 465.4
– Champagne 122.0 223.1 152.1 167.8 189.4 209.5
– Other Sparkling Wine 204.4 195.7 214.9 217.9 236.3 255.9
Still Light Grape Wine 2,353.8 2,207.1 2,445.0 2,734.3 2,934.7 3,164.3
– Still Red Wine 951.2 851.6 949.4 1,079.9 1,189.0 1,294.2
– Still Rosé Wine 83.9 75.2 86.9 103.4 132.9 165.9
– Still White Wine 1,318.7 1,280.2 1,408.7 1,551.0 1,612.8 1,704.2
Wine 2,952.0 2,878.9 3,070.9 3,392.8 3,666.7 3,969.5
Source: Euromonitor International from official stat istics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

W I N E I N R O M A N I A P a s s p o r t 4
© E u r o m o n i t o r I n t e r n a t i o n a l
Table 3 Sales of Wine by Category: % Total Volume Growth 2013 -2018

% total volume growth
2017/18 2013 -18 CAGR 2013/18 Total

Fortified Wine and Ver mouth 6.9 2.4 12.5
– Port 18.8 25.2 207.9
– Sherry – – –
– Vermouth 6.2 1.9 9.9
– Other Fortified Wine 9.5 2.8 15.1
Non-Grape Wine – – –
Sparkling Wine 4.1 2.5 13.0
– Champagne 5.7 8.2 48.3
– Other Sparkling Wine 4.0 2.2 11.3
Still Light Grape Wine 1.3 1.3 6.6
– Still Red Wine 2.8 1.4 7.0
– Still Rosé Wine 19.2 10.1 61.8
– Still White Wine -0.5 0.8 4.0
Wine 1.8 1.4 7.2
Source: Euromonitor International from official statistics, trade associat ions, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Sales of Wine by Category: % Total Value Growth 2013 -2018

% local currency, current value growth

2017/18 2013 -18 CAGR 2013/18 Total

Fortified Wine and Vermouth 11.0 4.6 25.0
– Port 21.3 26.7 226.0
– Sherry – – –
– Vermouth 10.7 3.8 20.4
– Other Fortified Wine 6.2 1.9 10.0
Non-Grape Wine – – –
Sparkling Wine 9.3 7.4 42.6
– Champagne 10.6 11.4 71.7
– Other Sparkling Wine 8.3 4.6 25.2
Still Light Grape Wine 7.8 6.1 34.4
– Still Red Wine 8.8 6.4 36.1
– Still Rosé Wine 24.8 14.6 97.6
– Still White Wine 5.7 5.3 29.2
Wine 8.3 6.1 34.5
Source: Euromonitor International from official statistics, trade assoc iations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 Sales of Wine by Off -trade vs On -trade: Volume 2013 -2018

million litres
2013 2014 2015 2016 2017 2018

Off-trade 144.6 132.0 141.2 149.8 150.7 152.1
On-trade 17.0 15.3 16.4 18.0 19.6 21.1
Total 161.6 147.3 157.6 167.8 170.3 173.3
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

W I N E I N R O M A N I A P a s s p o r t 5
© E u r o m o n i t o r I n t e r n a t i o n a l

Table 6 Sales of Wine by Off-trade vs On -trade: Value 2013 -2018

RON million
2013 2014 2015 2016 2017 2018

Off-trade 2,364.6 2,235.5 2,463.7 2,695.8 2,873.3 3,068.1
On-trade 587.4 643.4 607.2 696.9 793.3 901.5
Total 2,952.0 2,878.9 3,070.9 3,392.8 3,666.7 3,969.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Sales of Wine by Off -trade vs On -trade: % Volume Growth 2013 -2018

% volume growth
2017/18 2013 -18 CAGR 2013/18 Total

Off-trade 1.0 1.0 5.2
On-trade 7.8 4.5 24.5
Total 1.8 1.4 7.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research ,
store checks, trade interviews, trade sources

Table 8 Sales of Wine by Off -trade vs On -trade: % Value Growth 2013 -2018

% constant value growth
2017/18 2013 -18 CAGR 2013/18 Total

Off-trade 6.8 5.3 29.8
On-trade 13.6 8.9 53.5
Total 8.3 6.1 34.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 Sales of Still Red Wine by Price Segment: % Off -trade Volume 2013 -2018

% off -trade
2013 2014 2015 2016 2017 2018

Under RON8.99 35.0 32.8 30.2 28.1 27.7 26.9
RON9 to RON19.99 38.6 38.8 40.1 41.3 40.3 40.0
RON20 to RON29.99 19.2 20.4 21.1 21.7 22.4 22.9
RON30 to RON39.99 5.1 5.6 5.9 6.2 7.0 7.5
RON40 and above 2.2 2.4 2.6 2.6 2.6 2.7
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10 Sales of Still Rosé Wine by Price S egment: % Off -trade Volume 2013 -2018

% off -trade
2013 2014 2015 2016 2017 2018

W I N E I N R O M A N I A P a s s p o r t 6
© E u r o m o n i t o r I n t e r n a t i o n a l
Under RON8.99 32.3 29.3 26.9 24.8 23.6 23.5
RON9 to RON19.99 39.1 41.1 42.3 43.2 42.1 41.8
RON20 to RON29.99 20.9 21.4 22.1 22.8 23.8 23.9
RON30 to RON39.99 6.0 6.3 6.7 6.9 7.3 7.5
RON40 and above 1.7 1.9 2.0 2.3 3.1 3.3
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trad e press, company research,
store checks, trade interviews, trade sources

Table 11 Sales of Still White Wine by Price Segment: % Off -trade Volume 2013 -2018

% off -trade
2013 2014 2015 2016 2017 2018

Under RON8.99 35.9 33.8 31.9 30.0 29.8 29.6
RON9 to RO N19.99 38.6 39.8 40.8 41.6 40.2 39.8
RON20 to RON29.99 18.5 19.0 19.7 20.3 21.3 21.5
RON30 to RON39.99 4.9 5.0 5.3 5.6 5.8 5.9
RON40 and above 2.1 2.3 2.3 2.6 2.9 3.2
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 12 Sales of Other Sparkling Wine by Price Segment: % Off -trade Volume 2013 –
2018

% off -trade
2013 2014 2015 2016 2017 2018

Under RON9.99 5.1 4.1 3.3 3.3 3.1 3.0
RON10 to RON14.99 8.3 7.8 7.2 7.4 7.2 6.8
RON15 to RON19.99 8.8 10.1 11.0 10.8 11.2 11.2
RON20 to RON22.99 47.7 46.3 45.8 44.4 44.2 44.0
RON23 to RON24.99 11.6 12.9 14.0 15.4 15.5 15.8
RON25 to RON34.99 14.4 13.9 13.1 13.2 13.3 13.4
RON35 and above 4.1 5.0 5.5 5.5 5.6 5.8
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor Internat ional from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 13 GBO Company Shares of Still Light Grape Wine: % Total Volume 2014 -2018

% total volume
Company 2014 2015 2016 2017 2018

Jidvei SRL 12.1 14.2 16.1 20.8 22.0
Cramele Recas SA 5.7 5.8 6.5 14.6 17.3
Cotnari SA 10.0 10.6 11.1 15.8 16.3
Vincon Vrancea SA 11.1 11.9 11.9 13.0 13.5
Halewood International 3.9 3.9 3.9 4.2 4.5
Ltd
Domeniile Viticole 2.4 2.8 3.1 3.3 3.4
Tohani SRL
Podgoria Ostrovit SA 1.3 1.4 1.5 1.6 1.7

W I N E I N R O M A N I A P a s s p o r t 7
© E u r o m o n i t o r I n t e r n a t i o n a l Budureasca SRL 1.0 1.0 1.1 1.1 1.2
Speed SRL 1.1 1.0 0.9 1.1 1.2
TGV Holding 1.1 1.1 0.9 1.0 1.1
Reh Kendermann GmbH 1.0 0.9 0.9 0.9 1.1
Vinia SA 0.7 0.9 0.8 0.8 0.8
Senator Prodimpex SRL 0.5 0.6 0.6 0.6 0.6
Agroindustriala Bucium SA 0.7 0.5 0.5 0.6 0.6
Domeniul Coroanei 0.5 0.4 0.5 0.5 0.6
Segarcea SRL
Vinarte SRL 0.6 0.3 0.3 0.4 0.4
Cramele Odobesti SA 0.4 0.4 0.4 0.4 0.4
Fruvimed Medgidia SA 0.2 0.2 0.1 0.3 0.3
Crama Ceptura SRL 0.3 0.3 0.3 0.3 0.3
Serve Ceptura SRL 0.2 0.2 0.2 0.2 0.3
Cricova SA 0.2 0.2 0.2 0.2 0.2
Viti-Pomicola 0.2 0.2 0.2 0.2 0.2
Simburesti SA
Interagro SRL 0.2 0.2 0.2 0.2 0.2
Veritas Panciu SA 0.2 0.1 0.1 0.1 0.2
Casa de Vinuri Zoresti SA 0.4 0.3 0.1 0.1 0.1
Viticola Corcova SRL 0.1 0.1 0.1 0.1 0.1
Unicom Production SRL 0.1 0.1 0.1 0.1 0.1
Murfatlar Romania SA 12.3 12.3 13.0 – –
Bachus SA – – – – –
Others 31.5 28.3 24.7 17.7 11.6
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 14 NBO Company Shares of Still Light Grape Wine: % Tota l Volume 2014 -2018

% total volume
Company 2014 2015 2016 2017 2018

Jidvei SRL 12.1 14.2 16.1 20.8 22.0
Cramele Recas SA 5.7 5.8 6.5 14.6 17.3
Cotnari SA 9.8 10.4 11.0 15.7 16.2
Vincon Vrancea SA 11.1 11.9 11.9 13.0 13.5
Cramele Halewood SA 3.9 3.9 3.9 4.2 4.5
Domeniile Viticole 2.4 2.8 3.1 3.3 3.4
Tohani SRL
Podgoria Ostrovit SA 1.3 1.4 1.5 1.6 1.7
Budureasca SRL 1.0 1.0 1.1 1.1 1.2
Speed SRL 1.1 1.0 0.9 1.1 1.2
Vinexport SA 1.1 1.1 0.9 1.0 1.1
Carl Reh Winery SRL 1.0 0.9 0.9 0.9 1.1
Vinia SA 0.7 0.9 0.8 0.8 0.8
Senator Prodimpex SRL 0.5 0.6 0.6 0.6 0.6
Agroindustriala Bucium SA 0.7 0.5 0.5 0.6 0.6
Domeniul Coroanei 0.5 0.4 0.5 0.5 0.6
Segarcea SRL
Vinarte SRL 0.6 0.3 0.3 0.4 0.4
Cramele Odobesti SA 0.4 0.4 0.4 0.4 0.4
Fruvimed Medgidia SA 0.2 0.2 0.1 0.3 0.3
Crama Ceptura SRL 0.3 0.3 0.3 0.3 0.3
Serve Ceptura SRL 0.2 0.2 0.2 0.2 0.3
Cricova SA 0.2 0.2 0.2 0.2 0.2
Viti-Pomicola 0.2 0.2 0.2 0.2 0.2
Simburesti SA

W I N E I N R O M A N I A P a s s p o r t 8
© E u r o m o n i t o r I n t e r n a t i o n a l Interagro S RL 0.2 0.2 0.2 0.2 0.2
Veritas Panciu SA 0.2 0.1 0.1 0.1 0.2
Casa de Vinuri Zoresti SA 0.4 0.3 0.1 0.1 0.1
Viticola Corcova SRL 0.1 0.1 0.1 0.1 0.1
Casa de Vinuri Cotnari SA 0.2 0.1 0.1 0.1 0.1
Unicom Production SRL 0.1 0.1 0.1 0.1 0.1
Murfatlar Romania SA 12.3 12.3 13.0 – –
Bachus SA – – – – –
Others 31.5 28.3 24.7 17.7 11.6
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 15 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2015 -2018

% total volume
Brand (Global Brand Company 2015 2016 2017 2018
Owner)

Jidvei Jidvei SRL 8.6 9.5 11.8 12.0
Cotnari Cotnari SA 6.7 7.4 10.6 10.9
Schwaben Wein Cramele Recas SA 3.1 3.4 8.0 9.0
Perla Jidvei Jidvei SRL 4.2 4.8 6.3 6.9
Castel Huniade Cramele Recas SA 1.2 1.2 3.5 4.4
Beciul Domnesc Vincon Vrancea SA 3.4 3.3 3.6 3.8
7 Pacate Vincon Vrancea SA 2.7 3.0 3.4 3.5
Prahova Valley Cramele Halewood SA 2.3 2.3 2.5 2.7
(Halewood
International Ltd)
Muscatel Vincon Vrancea SA 2.0 2.0 2.2 2.4
Cotnari 2XL Cotnari SA 1.2 1.4 2.0 2.2
Zestrea Murfatlar Murfatlar Romania SA 3.9 4.3 – –
Sec de Murfatlar Murfatlar Romania SA 2.9 2.9 – –
Others Others 57.8 54.6 46.1 42.4
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sour ces

Table 16 GBO Company Shares of Champagne: % Total Volume 2014 -2018

% total volume
Company 2014 2015 2016 2017 2018

LVMH Moët Hennessy 9.2 13.4 13.7 13.7 13.8
Louis Vuitton SA
Pernod Ricard Groupe 6.2 9.6 9.0 9.4 9.7
Vranken -Pommery 1.2 1.9 1.9 2.0 2.1
Monopole SA
Others 83.4 75.1 75.3 74.8 74.4
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade pres s, company research,
store checks, trade interviews, trade sources

Table 17 NBO Company Shares of Champagne: % Total Volume 2014 -2018

W I N E I N R O M A N I A P a s s p o r t 9
© E u r o m o n i t o r I n t e r n a t i o n a l % total volume
Company 2014 2015 2016 2017 2018

LVMH Moët Hennessy 9.2 13.4 13.7 13.7 13.8
Louis Vuitton SA
Pernod Ricard Romania SRL 6.2 9.6 9.0 9.4 9.7
Vranken -Pommery 1.2 1.9 1.9 2.0 2.1
Monopole SA
Others 83.4 75.1 75.3 74.8 74.4
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 18 LBN Brand Shares of Champagne: % Total Volume 2015 -2018

% total volume
Brand (Global Brand Company 2015 2016 2017 2018
Owner)

Mumm (Pernod Ricard Pernod Ricard Romania SRL 9.6 9.0 9.4 9.7
Groupe)
Moët & Chandon LVMH Moët Hennessy 5.7 5.8 6.0 6.1
Louis Vuitton SA
Dom Pérignon LVMH Moët Hennessy 5.2 5.4 5.3 5.1
Louis Vuitton SA
Veuve Clicquot LVMH Moët Hennessy 2.6 2.5 2.5 2.6
Louis Vuitton SA
Pommery Vranken -Pommery 1.9 1.9 2.0 2.1
Monopole SA
Others Others 75.1 75.3 74.8 74.4
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 19 GBO Company Shares of Other Sparkling Wine: % Total Volume 2014 -2018

% total volume
Company 2014 2015 2016 2017 2018

Sektkellerei Schloss 24.7 21.7 28.5 31.2 32.0
Wachenheim AG
Oetker -Gruppe 31.6 28.3 13.8 14.1 14.3
Granddis SRL 5.1 5.0 4.7 4.7 4.6
Halewood International 4.2 1.6 1.8 1.8 1.8
Ltd
Jidvei SRL 1.1 1.2 1.3 1.3 1.3
Agroindustriala Bucium SA 1.3 1.0 1.2 1.2 1.2
Bacardi & Co Ltd 0.4 0.3 0.3 0.3 0.4
Campari Milano SpA, 0.3 0.2 0.3 0.3 0.3
Davide
Freixenet SA – – – – –
Rodia SpA – – – – –
Private Label – – 10.3 10.9 10.9
Others 31.3 40.7 37.8 34.2 33.2
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

W I N E I N R O M A N I A P a s s p o r t 10
© E u r o m o n i t o r I n t e r n a t i o n a l

Table 20 NBO Company Shares of Other Sparkling Wine: % Total Volume 2014 -2018

% total volume
Comp any 2014 2015 2016 2017 2018

Zarea SA 24.7 21.7 28.5 31.2 32.0
Angelli Spumante & 31.6 28.3 13.8 14.1 14.3
Aperitive SRL
Granddis SRL 5.1 5.0 4.7 4.7 4.6
Cramele Halewood SA 4.2 1.6 1.8 1.8 1.8
Jidvei SRL 1.1 1.2 1.3 1.3 1.3
Agroindustriala Bucium SA 1.3 1.0 1.2 1.2 1.2
BDG Import SRL 0.4 0.3 0.3 0.3 0.4
Cristalex '94 SRL 0.3 0.2 0.3 0.3 0.3
Romanian Drink Service – – – – –
Garonne SRL
Lerida International SRL – – – – –
Private Label – – 10.3 10.9 10.9
Others 31.3 40.7 37.8 34.2 33.2
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 21 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2015 -2018

% total volume
Brand (Global Brand Company 2015 2016 2017 2018
Owner)

Zarea (Sektkellerei Zarea SA 12.9 14.6 16.4 17.2
Schloss Wachenheim
AG)
Angelli (Oetker – Angelli Spumante & 27.4 13.0 13.3 13.5
Gruppe) Aperitive SRL
Dorato Zarea SA 4.7 9.9 10.9 11.1
(Sektkellerei
Schloss Wachenheim
AG)
Rose Mary Granddis SRL 5.0 4.7 4.7 4.6
Athenee Palace Zarea SA 4.1 4.0 3.9 3.7
(Sektkellerei
Schloss Wachenheim
AG)
Jidvei Jidvei SRL 1.2 1.3 1.3 1.3
Prahova Valley Cramele Halewood SA 1.4 1.4 1.3 1.3
(Halewood
International Ltd)
Bucium Agroindustriala Bucium SA 1.0 1.2 1.2 1.2
Millennium Cramele Halewood SA 0.2 0.5 0.5 0.5
(Halewood
International Ltd)
Martini Asti BDG Import SRL 0.3 0.3 0.3 0.4
(Bacardi & Co Ltd)
Private label Private Label – 10.3 10.9 10.9
Others Others 41.8 38.9 35.3 34.3
Total Total 100.0 100.0 100.0 100.0

W I N E I N R O M A N I A P a s s p o r t 11
© E u r o m o n i t o r I n t e r n a t i o n a l Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 22 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014 –
2018

% total volume
Company 2014 2015 2016 2017 2018

Oetker -Gruppe 13.8 12.4 12.1 15.6 16.4
Sektkellerei Schloss 12.6 10.7 10.0 11.0 12.2
Wachenheim AG
Rodia SpA 17.8 16.1 14.7 11.0 10.0
Granddis SRL 6.7 7.2 6.3 6.1 5.5
Campari Milano SpA, 5.1 4.8 5.0 5.0 5.2
Davide
Murfatlar Romania SA 4.2 4.5 4.5 4.6 4.8
Bacardi & Co Ltd 5.2 4.6 4.4 4.3 4.1
La Martiniquaise SVS 0.8 0.9 1.1 1.3 1.4
Sogrape Group 0.2 0.2 0.4 0.6 0.7
Others 33.6 38.7 41.5 40.3 39.6
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 23 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014 –
2018

% total volume
Company 2014 2015 2016 2017 2018

Angelli Spumante & 13.8 12.4 12.1 15.6 16.4
Aperitive SRL
Granddis SRL 24.6 23.3 21.0 17.1 15.5
Zarea SA 12.6 10.7 10.0 11.0 12.2
PP Distributors Romania 5.1 4.8 5.0 5.0 5.2
SRL
Murfatlar Romania SA 4.2 4.5 4.5 4.6 4.8
BDG Import SRL 5.2 4.6 4.4 4.3 4.1
La Martiniquaise SVS 0.8 0.9 1.1 1.3 1.4
Lerida International SRL 0.2 0.2 0.4 0.6 0.7
Martini & Rossi SpA – – – – –
Romanian Drink Service – – – – –
Garonne SRL
Cristalex '94 SRL – – – – –
Others 33.6 38.7 41.5 40.3 39.6
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 24 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2015 -2018

% total volume
Brand (Global Brand Company 2015 2016 2017 2018
Owner)

W I N E I N R O M A N I A P a s s p o r t 12
© E u r o m o n i t o r I n t e r n a t i o n a l Angelli (Oetker – Angelli Spumante & 12.4 12.1 15.6 16.4
Gruppe) Aperitive SRL
Zarea (Sektkellerei Zarea SA 10.7 10.0 11.0 12.2
Schloss Wachenheim
AG)
Garrone (Rodia SpA) Granddis SRL 16.1 14.7 11.0 10.0
Rose Mary Granddis SRL 7.2 6.3 6.1 5.5
Cinzano (Campari PP Distributors Romania 4.8 5.0 5.0 5.2
Milano SpA, Davide) SRL
Lacrima Lui Ovidiu Murfatlar Romania SA 4.5 4.5 4.6 4.8
Martini (Bacardi & BDG Import SRL 4.6 4.4 4.3 4.1
Co Ltd)
Cruz La Martiniquaise SVS 0.9 1.1 1.3 1.4
Offley (Sogrape Lerida International SRL 0.2 0.4 0.6 0.7
Group)
Cinzano (Campari Cristalex '94 SRL – – – –
Milano SpA, Davide)
Others Others 38.7 41.5 40.3 39.6
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor Internation al from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 25 Forecast Sales of Wine by Category: Total Volume 2018 -2023

million litres
2018 2019 2020 2021 2022 2023

Fortified Wine and 9.1 9.6 10.1 10.5 10.9 11.3
Vermouth
– Port 0.3 0.3 0.3 0.4 0.4 0.5
– Sherry – – – – – –
– Vermouth 8.0 8.4 8.8 9.1 9.4 9.6
– Other Fortified Wine 0.8 0.9 1.0 1.0 1.1 1.2
Non-Grape Wine – – – – – –
Sparkling Wine 9.3 9.7 10.1 10.6 11.0 11.5
– Champagne 0.6 0.6 0.6 0.7 0.7 0.7
– Other Sparkling Wine 8.8 9.1 9.5 9.9 10.3 10.8
Still Light Grape Wine 154.9 157.5 161.4 166.2 171.9 178.4
– Still Red Wine 52.6 53.6 54.8 56.6 59.0 61.7
– Still Rosé Wine 6.6 7.8 8.7 9.5 10.5 11.6
– Still White Wine 95.7 96.1 97.9 100.0 102.5 105.1
Wine 173.3 176.7 181.5 187.2 193.8 201.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 26 Forecast Sales of Wine by Category: T otal Value 2018 -2023

RON million
2018 2019 2020 2021 2022 2023

Fortified Wine and 339.8 354.4 373.7 387.0 404.7 423.1
Vermouth
– Port 24.5 27.4 30.1 32.9 35.4 37.8
– Sherry – – – – – –
– Vermouth 285.3 295.8 311.1 320.3 334.1 348.7
– Other Fortified Wine 30.0 31.2 32.5 33.7 35.1 36.6
Non-Grape Wine – – – – – –

W I N E I N R O M A N I A P a s s p o r t 13
© E u r o m o n i t o r I n t e r n a t i o n a l Sparkling Wine 465.4 499.3 527.1 552.5 574.6 596.0
– Champagne 209.5 229.9 243.9 255.4 265.5 275.0
– Other Sparkling Wine 255.9 269.4 283.3 297.1 309.0 321.1
Still Light Grape Wine 3,164.3 3,377.2 3,586.4 3,776.1 3,984.9 4,183.8
– Still Red Wine 1,294.2 1,372.1 1,450.6 1,529.5 1,619.4 1,712.7
– Still Rosé Wine 165.9 203.2 232.8 258.9 286.6 318.8
– Still White Wine 1,704.2 1,801.9 1,903.1 1,987.7 2,078.9 2,152.3
Wine 3,969.5 4,230.8 4,487.3 4,715.5 4,964.1 5,202.9
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 27 Forecast Sales of Wine by Category: % To tal Volume Growth 2018 -2023

% total volume growth
2018/19 2018 -23 CAGR 2018/23 Total

Fortified Wine and Vermouth 5.6 4.5 24.5
– Port 12.4 10.5 64.5
– Sherry – – –
– Vermouth 5.1 3.9 21.2
– Other Fortified Wine 8.7 7.5 43.6
Non-Grape Wine – – –
Sparkling Wine 3.9 4.3 23.4
– Champagne 6.0 5.8 32.4
– Other Sparkling Wine 3.8 4.2 22.8
Still Light Grape Wine 1.7 2.9 15.2
– Still Red Wine 1.9 3.2 17.2
– Still Rosé Wine 17.9 12.0 76.4
– Still White Wine 0.4 1.9 9.9
Wine 2.0 3.0 16.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 28 Forecast Sales of Wine by Category: % Total Value Growth 2018 -2023

% local currency, constant value growth

2018/2019 2018-23 CAGR 2018/23 Total

Fortified Wine and Vermouth 4.3 4.5 24.5
– Port 12.0 9.1 54.5
– Sherry – – –
– Vermouth 3.6 4.1 22.2
– Other Fortified Wine 3.9 4.0 21.8
Non-Grape Wine – – –
Sparkling Wine 7.3 5.1 28.1
– Champagne 9.7 5.6 31.3
– Other Sparkling Wine 5.3 4.6 25.5
Still Light Grape Wine 6.7 5.7 32.2
– Still Red Wine 6.0 5.8 32.3
– Still Rosé Wine 22.5 14.0 92.2
– Still White Wine 5.7 4.8 26.3
Wine 6.6 5.6 31.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

W I N E I N R O M A N I A P a s s p o r t 14
© E u r o m o n i t o r I n t e r n a t i o n a l