One in five bottles of wine, sold in hypermarkets

Wine producers generate around 23% of sales volumes through modern retail networks, a percentage that has remained constant in the past years, according to the data provided by MEMRB market research company. On the other hand, sales through restaurants accounted for just 18% during the August 2008-July 2009 period, and there are no growth prospects on short term, say producers. “Normally, on long term, the on-premise segment is the one that should generate the volumes, but Romania is still far from this target. It will probably take another ten years to get to this level,” says Daniel Negrescu, brand manager of Murfatlar. While major producers hold products both in modern networks and on the on-premise segment, producers now edging in on the market are particularly tapping into the restaurant and hotel market. “The tendency is for fine wine consumption on the on-premise segment and specialised stores to rise. This is also reflected in the structure of the new wines (…),” believes Catalin Paduraru, a shareholder in Vinexpert wine retailer. Whereas in terms of volume there are few changes from last year, in terms of value an increase in sales on the on-premise segment can be noticed, according to MEMRB data.