Carrefour Romania participated with the “We Open the Romanian Wine” program at Milano Wine Week, one of the largest international wine events, pursuing its core mission to put the Romanian wine and local varieties on the international wine map. The event takes place between October 8-16 and brings together producers, tasters, oenologists, experts and wine lovers from all over the world. 14 Romanian wineries, part of the Carrefour program, presented in Milan classic premium selections, but also less known varieties of the Romanian viticulture, such as Crâmpoşia, Negru de Drăgăşani, Șarba, Tămâioasa Românească, Feteasca Regală, Cadarca and others, marking also a premiere for the Italian market – these wines being introduced for the first time in the boot-shaped Peninsula.
On Sunday, October 9th, Romania benefited from an exclusive day at Milano Wine Week, at Palazzo Bovara, bringing Romanian wines into the centre of international attention. Marinela Ardelean, wine critic, referee at international competitions, the Wine Ambassador of the “We Open the Romanian Wine” program, and Mircea Niculescu, Senior Wine Buyer at Carrefour Romania, held on this occasion four Masterclass-type presentations, in which connoisseurs, international experts and special guests had the opportunity to taste and professionally analyse the Romanian wines.
“It was a great joy for me to present at Milano Wine Week the varieties of grapes cultivated on Romanian soils, too little known by wine lovers around the world. Such initiatives place the Romanian wine where it deserves to be, after the market’s formidable evolution in recent years, sparking positive reactions and appreciation from international experts. This initiative also gives confidence to Romanian producers. On a personal level, as an Italian citizen born in Romania, a country with a millennial wine culture, I felt honored to represent the wine from Romania right here”, says Marinela Ardelean, ambassador of the “We Open the Romanian Wine” program.
The 14 partner wineries in Carrefour’s program present in Milan are: Via Viticola; Prince Matei Domains; Jidvei; Bogdan Domain; The Iconic Estate – Alexandrion Group; Avincis; Villa Vinea; Cotnari; Rotenberg wine cellar; Davino; Săhăteni Domains – Aurelia Vişinescu; Gîrboiu Winery; Gramophone Wine; Tohani Domains.
“With the participation at Milano Wine Week, we have taken another step in bringing the worldwide recognition our wine deserves. We found in Milan appreciation for the balance between tradition and modernity both by experts and wine lovers and we are glad that we represented Romania at this international event, through ‹‹We open the Romanian Wine›› program”, commented Alin Lăzărescu, General Director, Via Viticola.
“An effervescent atmosphere, important names in the industry and only appreciation for our wine: on Sunday we were in the spotlight at Milano Wine Week. We are delighted to have participated alongside Carrefour at this celebration of Romanian wine in Milan, the international capital of wine these days”, added Oana Anton, Marketing Director, Bogdan Domain.
The original program “We Open the Romanian Wine”, initiated in 2019 nationally by Carrefour Romania, has the mission to support the Romanian wine industry and put Romania on the international wine map, with a selection of over 200 labels, some of which are sold exclusively in Carrefour. Through the participation at Milano Wine Week, Carrefour Romania invites the international wine community to discover the Romanian grapes, the modernity and innovation that Romanian vineyards cultivate, and meet the local producers. In 2021, Carrefour promoted Romanian wine in New York on the National Day of Romania, in the first international opening of the program.
“Romania benefits from extraordinary wines and wine producers with top expertise and passion for what they do and with a sense of solidarity with communities where the wines are produced. These values are the ones that unite us into the national ‹‹We open the Romanian Wine›› program that we designed for them but also together with them. Their presence at Milano Wine Week is part of a sustained strategy that capitalizes on the specificity of our country’s grapes and wine and shows that our Romanian wine can turn into a national brand. This joint action in Milan will certainly have beneficial effects on the entire wine industry in Romania. We support the local wineries to access international markets and have initiatives in this regard”, says Narcis Horhoianu, Chief Marketing Officer of Carrefour Romania.
“We Open the Romanian Wine” program
”We Open the Romanian Wine” is a long-term national program, developed by Carrefour Romania with the mission to support the Romanian wine industry and to put Romania on the international wine map. The wine experts of the program travel to the country visiting wineries, from the well-known brands to the small businesses of the families of local producers, in search of new wines to promote at national level. After they taste and select the wines, the program consultants support winemakers in their branding, promotion and distribution efforts to successfully enter modern retail.
Milano Wine Week
Milano Wine Week is one of the largest international events dedicated to wine, which transforms the Italian city into a wine hub, where, for a week, international wines, tasters, oenologists, experts and wine lovers meet to celebrate the world of wine, to participate in workshops, events and dedicated masterclasses.