Jidvei will invest 40 percent of its advertising budget for this year to promote the new products, which will be distributed in stores, as well as in the hotel, restaurant and cafe (HoReCa) network. One identification element for the new wines are famous paintings by Romanian painter Nicolae Grigorescu.
The Romanian wine market was estimated last year to be worth some €450 million, and a 15 percent increase is expected this year. Main companies on the market are Murfatlar, Vincon, Jidvei, Cotnari and Vinexport Focsani, which together claimed 72.4 percent of the market share in terms of value in the first half of the year, and 82.2 percent in volume.
Jidvei posted turnover worth over €13 million in the first six months of the year, 31 percent higher than in H1 2007, due to investments in vineyards and production. The annual average wine consumption in Romania is some 30 liters per capita. In France, the world’s top wine consumer, consumption reaches an annual 55 liters per capita.
