Wine industry market strategies. Case study: Lacerta Winery

• Author: Neacsu N.A, Madar A.
• Pages: 353-360

Bulletin of the Transilvania University of Braşov

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

Wine industry market strategies. Case study:

Lacerta Winery

Nicoleta Andreea NEACŞU1, Anca MADAR2

Abstract: Wine market in Romania is in constant development. More and more

manufacturers appear on the market, and the competition is increasingly fierce. Although it

has an area of the largest planted with vines, Romania is not distinguished among major

exporters. Using EU funds made available, new manufacturers appear who developed the

premium wine sector. Among the investments carried out in recent years in this sector is

Lacerta Winery, an Austrian investment, which sold the first wine under the brand Lacerta in

2011.

Key-words: wine, quality, marketing strategy, consumers, competition

1. Introduction

The European Union remains the world's biggest wine producer, producing around

60% of world production of wine. Wine is not a commodity: Each type of wine even

produced within the same area has specific particularities. The quality and price of a

same wine produced in another year can differ from the one produced this year.

Appreciation and consumption of a certain type of wine also depends of

cultural aspects and is also bound to trends (http://ec.europa.eu/agriculture/wine).

Even with a stable production potential, European wine production varies a lot

from year to year (Yields +20% / -20%) highly influenced by weather conditions

and/or sanitary conditions of the vines. Furthermore wine producers are able to

increase or decrease the wine production depending on the market situation

forecasts. Yield variations in Spain resulted in 2012 to a total harvest situated 15%

below 5-year average whereas 2013 wine harvest ended 38% above the same 5-year

average resulting in a harvest twice as important as the previous year

(+55%)(http://ec.europa.eu/agriculture/wine).

1 Transilvania University of Braşov, deea_neacsu@unitbv.ro

2 Transilvania University of Braşov, ancamadar@unitbv.ro