Prahova-based winemaker Domeniile Tohani estimates this year's sales will reach 5 million euros, 25% more than initially anticipated earlier in the year, following consolidation on foreign markets and the start of a campaign to regain the domestic market.
"Exports for the first nine months rose by 25% and we also registered growth on the domestic market due to an aggressive promotion programme," says Virgil Mandru, the chairman and majority shareholder of Domeniile Tohani.
The winemaker recently began an advertising campaign costing 750,000 euros net, through which a new brand, Domeniile Tohani, was introduced on the market joining the two existing brands, Princiar and Dolette.
"We want to reposition the brand on the market where we belong, that is in second place, and at the same time regain the domestic market," Mandru says. The off-the-shelf price of a bottle Domeniile Tohani ranges from 2.6 to nearly 5 euros, placing it at the higher end of medium range wines.
The company made sales of 3 million euros in the first nine months of this year, the same as in the corresponding period of 2003.
Mandru says 2004 was a very good year for winemakers. "Sales were good and most producers completed large investments, using SAPARD funds as the main stream of financing. Three such investments were finalised in Prahova County alone this year. They led to an increase in the number of brands on the market and in the quality of the wine," Mandru says.
Domeniile Tohani has recently completed an over 2 million-euro investment in a new winemaking centre, whose annual capacity is 2 million litres of wine. The company now owns a winemaking centre that can produce up to 10 million litres of wine a year and which is due for an upgrading next year of 2 million euros. It has a network of 25 stores spread throughout the country and has its own distribution network.
Domeniile Tohani owns 1,200 hectares of vineyard in the Dealu Mare area and employs 250 people.
stelian.negrea@zf.ro
Pentru alte știri, analize, articole și informații din business în timp real urmărește Ziarul Financiar pe WhatsApp Channels
