Nawaf Salameh, Founding Chairman: Alexandrion Group has become a large world-wide business lead by the newly created entity, Family Office

Mihai-Alexandru Cristea 29/03/2022 | 18:04

Alexandrion Group has a new organizational structure that allows a more efficient management of the group’s businesses, which have broadly expanded globally within the past few years. Thus, key to this is the Family Office entity lead by Mr. Nawaf Salameh, Chairman and two Vice Presidents, roles which will be filled by two of his three sons, Antonio Salameh and Roberto Salameh.


“In 1994 I founded a business with the excitement, energy and vision of a young entrepreneur at the beginning of the road, who wanted the conquer the world” said Mr. Nawaf Salameh, Founding Chairman Alexandrion Group.

“My sources of inspiration were two strong, remarkable leaders: Alexander the Great and Constantin Brâncoveanu. After almost 30 years, my business has become the leader of the spirits and wine markets in Romania and a strong global player, in an aggressive strategic and purposeful expansion process. Today, Alexandrion Group does not represent one person, Nawaf Salameh, anymore, but the family Salameh. I set-up the business, have developed it into a global player and will continue to lead it, transferring my vision and values to future generations, to ensure the continuity and integrity of the business. Indeed, this business will always be a family business. Future generations will not be able to alienate any part of the family business” he added.

The Family Office coordinates the group’s shared services: finance and controlling, information technology and digital transformation, supply chain, legal, compliance and regulatory affairs, marketing and branding, international corporate affairs, human resources and trade marketing headed by Chief Experience Officers (CXO), as well as the group’s businesses in various segments: distilleries and factories, distribution and trading, hotels and shops, energy and real estate, headed by Chief Executive Officers (CEO).

Mr. Salameh also observed that it is extremely important that the accomplishments and financial results of a group such as Alexandrion Group, are understood and reported at global level, not only at the level of the country of investment, to correctly reflect the scale of the projects and their value.

Mr. Salameh elaborated that “Alexandrion Group must be regarded by those who create rankings in Romania as a global organization, not only from the perspective of the company with the highest turnover within the group. To reflect the reality these rankings must also include groups of companies, not only companies and the activity from all the countries where the group is present must be taken into consideration. The entrepreneurs who managed to cross the borders of the country and build international businesses must be a source of inspiration and motivation for the rest of the entrepreneurs, who don’t have the courage to do this for the moment, maybe. These rankings discourage the entrepreneurs instead of motivating them. Each company or group of companies must be treated at its real value” he said.

“When I opened the company in Brazil I didn’t think about my business only, but about all the entrepreneurs in Romania who could follow my example. I opened the door for other companies and groups of companies set-up in Romania. We must all be aware that today all the information launched in the public space spread rapidly at international level, that is why they have to be correct and complete. Otherwise, they can strongly affect the image of the organizations or of those they speak about” he added.

At the beginning of March, Alexandrion Group terminated its partnership with Russian vodka producer, Beluga Group, taking on losses worth around 1 million Euros, as part of the Group’s efforts to support those affected by the crisis in Ukraine. To cover the demand on this segment, generated by the sanctions imposed on the Russian producers, Alexandrion Group has developed a global team of spirit experts who will create a large variety of vodka brands.

“We have an aggressive program of replacing the Russian vodka brands eliminated from the international market. We have a team of experts from different areas of the world, with wide know-how, able to produce the best vodka. We will soon launch a premium vodka which will change the rules of the game in the category” concluded Mr. Salameh.

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