Cramele Recas (Recas Wine Cellars), the biggest wine producer in the Banat region, is investing 500,000 euros to enter the hotel, restaurant and catering market by launching the La Putere brand, destined exclusively for hotels and restaurants. "Sales of the new products will not account for more than 5% of our total shares, since it is an exclusive range, available in limited amounts," stated Phillip Cox, commercial manager at Cramele Recas. Currently produced in a limited series of 90,000 bottles, the La Putere range includes Cabernet Sauvigon, Merlot, Feteasca Neagra, Feteasca Regala, Riesling and Sauvignon Blanc. The launch of a new brand on the local market is a strategic decision by the company, which intends to achieve greater visibility among Romanian consumers, given that 60% of annual sales were previously destined to foreign markets. "The new range addresses the public with above average incomes, with a high social status and knowledgeable about wines," Phillip Cox adds. This move by Cramele Recas is not the only such move made on the market. The leader of the wine market, Murfatlar, launched the Trei Hectare (Three Hectares) brand exclusively for the hotels, restaurants and catering segment. ZF
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