MARKETING AND COMMUNICATION IN ROMANIA’S WINE INDUSTRY: A COMPARATIVE CASE STUDY
Abstract
The Romanian wine industry has experienced significant growth and
diversification over the past decade, driven by both domestic demand and expanding export opportunities. In this context, marketing and communication strategies have become crucial instruments for strengthening brand identity, increasing market visibility, and differentiating products in a highly competitive environment. This comparative case study
examines two leading Romanian wine companies, analyzing how their communication approaches, ranging from traditional channels to digital marketing, storytelling, and experiential branding influence consumer perception and purchasing behavior. The research evaluates promotional tools, social media engagement, brand positioning, and the alignment between marketing messages and company values. Findings indicate that
successful communication in the Romanian wine sector depends on the integration of cultural elements, authenticity, and consistent consumer interaction, supported by coherent long term marketing strategies. The study contributes to a deeper understanding of how communication shapes competitive advantage in the wine industry and offers practical insights for improving brand performance in both national and international markets.
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Copyright (c) 2026 Alexandru Georgiana Pogan, Paul Roxana Seiche, Cornel Ruja, Iasmina IOSIM, Anka Roxana Pascariu
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LUCRĂRI ȘTIINȚIFICE MANAGEMENT AGRICOL
ISSN print 1453-1410
ISSN online 2069-2307
(former ISSN 1453-1410, E-ISSN 2069-2307)
PUBLISHER: AGROPRINT Timisoara, Romania
PAPER ACCESS: Full text articles available for free
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PUBLICATION LANGUAGE: English
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Banat`s University of Agricultural Sciences and Veterinary Medicine “King Michael I of Romania” from Timisoara
Faculty of Management and Rural Tourism
300645, Timisoara, Calea Aradului 119, Romania
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