Adapting the wine producers' offers in Muntenia Oltenia to the new market trends

• Author: Barbulescu O.
• Pages: 243-250

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 10 (59) No. 2 - 2017

Adapting the wine producers' offers in Muntenia

Oltenia to the new market trends

Oana BĂRBULESCU1

Abstract: The process of transformation that affects the world wine industry is also felt at

the level of the Romanian market. The article aims to address two of the directions this

market evolves in. The aim of the paper is to outline the extent to which wine cellars know

and use the biodynamic cultivation and vinification techniques and to measure their

willingness to practice enotourism as a wine promotion measure. After a short presentation

of the general context of the Romanian wine industry and of the latest developments in this

sector, the author analyzes of the results of a qualitative research carried out with seven

wine producers in the Muntenia Oltenia area. The results of the research allow sketching

some proposals that are in line with the trends on the international wine market and that

contribute to the increase of the sales of Romanian producers'.

Key-words: wine industry, enotourism, biodynamics, promotion, qualitative research

1. Introducere

In the wine industry, biodynamic certification involves the observance of rules on

growing and vinification that can be stricter than organic alone, for example, less

use of cooper sulphate per hectare, and the requirement for natural yeasts for

fermentation. With biodynamics, the homeopathic preparations used on the compost

and on the vines represent the key, and the vineyard must strive to be as self-

sustaining as possible, with minimal external inputs. The planets’ influence on the

growing season and on vineyard and winery operations is also taken into account

(www.biodyvin.com).

Wine cellars in Romania begin to understand that only by adapting the offer

to new market requirements can guarantee business development. The recent trends

in the market are manifestedly growing, especially in the case of the external

demand for the biodynamic wine and by attracting more local consumers by

practicing enotourism as a way to promote wines.

Enotourism or wine tourism involves guided visits to wine cellars, the

presentation of the technological process, wine tasting and, possibly, walks in the

1 Transilvania University of Braşov, oana.barbulescu@unitbv.ro