Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 24 ISSUE 4
Written by Daniel Marian MICU, Georgiana Armenița ARGHIROIU, Silviu BECIU

The global wine industry is facing numerous challenges, such as declining consumption, consumer preferences (especially among younger people) for other types of beverages, the shrinking or disappearance of certain markets, and the effects of the COVID-19 pandemic, which have impacted purchasing and consumption behaviour and caused significant disruptions in supply chains. To promote overall economic growth and wine exports in particular, more and more wine-producing countries are choosing to build and promote a sectoral brand for their wine industry. The Romanian wine industry should also align with this global trend. The aim of this paper, which is based on applied qualitative research, is to present the perception of Romanian wine exporters regarding how Romania is viewed as a wine-producing country in foreign markets, what the export objectives are for the next five years, and which are the most important target export markets. Additionally, the paper seeks to evaluate the main critical success factors for entering international markets, the key elements of a brand strategy and brand architecture for the wine industry, and who should manage the project of building and promoting such a brand, as well as how it should be managed.

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