The export potential of the Muntenia Oltenia vineyard area

• Author: Barbulescu O.
• Pages: 309-316

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 9 (58) No. 2 - 2016

The export potential of the Muntenia Oltenia vineyard

area

Oana BRBULESCU1

Abstract: The work that begins with the presentation of the Muntenia Oltenia wine region

intends to identify the reasons underlying the small share of exports in the total production of

wine made in this area and to formulate some proposals which could represent in the future

solutions to improve the trade balance of the vineyard sector. In order to know the barriers

that prevent wine exports, qualitative marketing research was conducted with 8 managers of

vineyard areas. After analyzing the information obtained it could be concluded that in order

to give more coherence and consistency to their wines, in order to promote more effectively

on foreign markets and finally in order to benefit from the increased exports, wine producers

should associate depending on the wine regions they belong to.

Key-words: export, wine-growing areas, promotion, association, producer

1. Introduction

The Muntenia Oltenia vineyard area stretching from west to east along the meridian

Subcarpathians including the South West of Oltenia, the vineyards in Severin, the

Segarcea, the Getic plateau, the terraces of Olt, the piedmont hills of Argeş and the

last ramifications of the Curvature Subcarpathians represented by the hills of Buzu.

The region is specialized in the production of white, rosé and red, dry, semi-

dry or semisweet wines of superior quality. The varieties that are grown mainly here

are: Feteasca, Black Drgşani, Novac, Merlot, Cabernet Sauvignon, Pinot noir,

Royal Feteasca, Pinot Gris, Italian Riesling, Sauvignon, Romanian Tmâioas,

Muscat Ottonel etc.

Although none of the first five largest producers in the country is from this

area, the Muntenia Oltenia region represents the greatest concentration of wine

manufacturers in Romania which mainly includes manufacturers of medium size

that hold about 200 hectares with vines vineyard and small producers whose

plantations are under 100 hectares. There are, however, in this area several large

manufacturers with over 400 hectares, such as the Halewood Cellars, and

Budureasca Tohani demesnes. It is notable that the producers in this area, although

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