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Monday, April 04, 2011

Select Wines of Romania Launches U.S. Marketing Campaign

NEW YORK, New York - Six wineries from Romania have banded together to launch a dynamic marketing campaign to penetrate the U.S. market with a selection of wines produced in one of the world's oldest wine regions.
Located in southeastern Europe where the Blue Danube River meets the Black Sea, Romania lies on the same latitude as Bordeaux, Piemonte and other great winemaking regions.

Branded as "Select Wines of Romania," the winery group includes Cramele Recas, Halewood Romania, Senator, Domeniul Coroanei Segarcea, Murfatlar and Carl Reh - Crama Oprisor. Together, the wineries have nearly 15,000 acres under vine with grapes indigenous to Romania and international varieties.

"Romania has been making wines since 2,000 B.C. and now it is among the main European countries producing world class wines," noted Ioan Stefan, Executive Director of APEV Romania, the national association of wine growers and exporters. "We believe that the U.S. market will be excited by the discovery of interesting and unusual varietals such as Feteasca Neagra."

Feteasca Neagra, a red wine known for its intense ruby color and strong personality, is available from each of the six vineyards, along with a selection of Pinot Noir, Cabernet Sauvignon, Merlot, Chardonnay, Sauvignon Blanc and other varietals and blends.

The three-year marketing campaign is being financed by funds from the European Union and Romania. The European Union is known as an important wine producer in the world, with 65% of world production, 45% of the world's wine regions, 57% of global consumption and 70% of exports.

The European Union, including Romania, offers for export a diverse range of wines that are popular with consumers around the world and are strictly regulated from the vineyard to the consumer with an emphasis on quality and food safety. The European Union has specific winemaking methods that focus on terroir, with acknowledged health and nutrition benefits, in addition to quality and labeling standards, protection of designation of origin (PDOs), geographic indications (PGIs) and a deep respect for the environment.

The marketing campaign launched this month with a series of small group tastings in New York City with media and the trade. Select Wines of Romania will have also an exhibit (booth #212) at the Wine & Spirits Wholesalers of America (WSWA) Convention and Exposition in Orlando in April and will enter more than two dozen wines in the wine tasting competition. A wine tasting for importers is slated for April 14 in New York City. A new website, collateral materials, advertising, e-marketing, trade fairs and events for importers and distributors are also in the works.

"Romanian wines are virtually unknown to the U.S. market today and are relatively hard to find," noted Andrew Levine, President of Development Counsellors International, the New York-based marketing firm hired by APEV-Romania. "Our goal is to expose Romania's top wines to the American wine trade and consumer."
 
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