The winter holidays, which traditionally are that time of the year when sales peak across all retail channels, is also expected to bolster wine producers' turnovers, which anticipate at least 30% increases.
For players in this field, the last few months of the year account for more than 50% of sales, which in terms of value means that over 225m euros of the overall wine market (worth 450m euros) is generated during this period. Depending on products, December can bring above 60% increases, as was the case for some Murfatlar brands last year.
Daniel Negrescu, brand manager at Murfatlar, leader of the domestic wine market, expects the producer to sell around 6 million 0.75-litre bottles of wine in the last two months of 2007.
In terms of sales, Negrescu estimates the top positions will be held by Pinot Noir improved with Merlot and Muscat Ottonel from the Zestrea Murfatlar range, Lacrima lui Ovidiu, whilst Conu Alecu, Sec de Murfatlar and Rai de Murfatlar will also register significant increases.
As a rule, wine sales reach their peak just before the Christmas holidays, but also hit another peak just before New Year's Eve. Sales subside towards the end of January. All producers expect to register significant sales increases by yearend.
"For 2007, we expect sales to increase by 30% against the same period last year. The best selling brands of Cramele Halewood portfolio during the winter holidays are Rhein Extra and Prahova Valley wines, which post considerable increases, as well as the company's leading wine brands: Cherry Tree Hill, Byzantium and Prahova Valley," explained Delora Panga, marketing manager at Halewood. The company is both a producer and importer of premium wines (from Italy, France, Spain, Chile, Argentina and New Zealand).
Another player in the wine industry, Vinexport, also anticipates similar growth by yearend.
"This month, besides the bag-in-box concept, we will launch a product range for the holidays - Afrodita, and expect to register 30% growth against 2006," said Angela Mares, the company's marketing manager.
The company announced 2 new wines, Codul lui Merlot and Visul unei Nopti cu Feteasca Regala, in a bag-in-box packaging system, which primarily targets the on-premise segment.
The weight of wine sales in hotels and restaurants dropped to 30.2% between August 2006 and June 2007, from 35.8% between August 2005 and June 2006, but increased in supermarkets, from 15.5% to 21%. These types of locations are also visibly dynamic towards yearend, which significantly boosts the upper price segment.
This year, the wine market is estimated to be worth 450m euros, and is divided among producers such as Murfatlar, Vincon, Jidvei, Vinexport Focsani and Halewood Romania.
Wine market
n The winter holidays is expected to bolster wine producers' turnovers, which anticipate at least a 30% increase
n The last few months of the year account for more than 50% of sales, which in terms of value means that over 225m euros of the overall wine market (worth 450m euros) is generated during this period
n Is expected to reach 450m euros this year divided among producers such as Murfatlar, Vincon, Jidvei, Vinexport Focsani and Halewood Romania
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