Wine producers generate around 23% of sales volumes throughmodern retail networks, a percentage that has remained constant inthe past years, according to the data provided by MEMRB marketresearch company. On the other hand, sales through restaurantsaccounted for just 18% during the August 2008-July 2009 period, andthere are no growth prospects on short term, say producers."Normally, on long term, the on-premise segment is the one thatshould generate the volumes, but Romania is still far from thistarget. It will probably take another ten years to get to thislevel," says Daniel Negrescu, brand manager of Murfatlar. Whilemajor producers hold products both in modern networks and on theon-premise segment, producers now edging in on the market areparticularly tapping into the restaurant and hotel market. "Thetendency is for fine wine consumption on the on-premise segment andspecialised stores to rise. This is also reflected in the structureof the new wines (...)," believes Catalin Paduraru, a shareholderin Vinexpert wine retailer. Whereas in terms of volume there arefew changes from last year, in terms of value an increase in saleson the on-premise segment can be noticed, according to MEMRBdata.
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