"Tandem" Interview with Miron Radic, CEO Liliac, and Adrian Trofim, GM Castel Mimi

Embarking on a unique partnership that bridges borders and history, Tandem wines represent the collaborative vision between two esteemed wineries—Liliac from Romania and Castel Mimi from the Republic of Moldova. Founded on the camaraderie of Miron Radic, CEO of Liliac, and Adrian Trofim, General Manager of Castel Mimi, both former university colleagues in Vienna, Tandem wines are the fruit of this enduring friendship. Recently launching their fourth assortment, a sparkling wine crafted from 100% Fetească Albă using the Charmat method, Tandem sets a new standard in the wine market. In this exclusive interview, we delve into the story behind Tandem, its future aspirations, and the remarkable journey of its first year and a half, gaining insights from the visionary minds behind this collaborative success.

Can you share the inspiration behind the Tandem project and how the idea of collaborating between a Romanian winery and one from the Republic of Moldova came about?

Miron Radic: The story behind this collection starts with the friendship between me and Adrian. We were university mates in Vienna, and decided to put together our experience and expertise to create a premium wine collection that symbolizes friendship and collaboration.

The Tandem project was inspired by a shared passion for winemaking and a desire to merge Moldovan and Transylvanian wine traditions. The collaboration combines state-of-the-art techniques with years of experience from both wineries, creating unique wines that celebrate the diverse heritage of both regions. Tandem aims to showcase the best of Moldova and Transylvania, blending tradition with modern innovation to produce exceptional wines that transcend borders and traditions.

Could you describe the unique characteristics of the new Tandem sparkling wine? What makes it stand out in the market?

Adrian Trofim: The new Tandem sparkling wine is produced using the Charmat method, made from 100% Fetească Albă grapes, and vinified at Castel Mimi in the Republic of Moldova. It is characterized by floral aromas and a balanced taste with hints of green apple and currants.

How has your friendship and shared history as university colleagues in Vienna influenced the development of Tandem wines? In what ways does this personal connection impact your collaboration?

Adrian Trofim: Our friendship and common passion for winemaking have greatly influenced the development of Tandem wines. It’s also the inspiration behind the concept of bringing together Moldova and Transylvania in our wines, reflecting the unity and friendship we experienced ourselves. This connection has played a significant role in shaping Tandem wines and the way we present them to the market.

What do you envision for the future of Tandem wines? Are there any upcoming projects or expansion plans on the horizon?

Adrian Trofim: When it comes to the future of Tandem wines, we are actively thinking of the expansion of our offering. Moreover, we are exploring the potential of introducing Tandem wines into additional retail locations beyond our existing ones. We’re passionate about bringing our wines to new audiences and markets, creating opportunities for people to enjoy the distinctive flavors Tandem has to offer.

Can you share some insights into the reception and sales of Tandem wines in the market since its launch? What feedback have you received from consumers and wine enthusiasts?

Adrian Trofim: The reception of the Tandem wine collection in the market has been incredibly positive since its launch. People have been pleasantly surprised by the wines and the unique story that accompanies them.

In its first year, Tandem sold 45.000 bottles of wine, and by the end of 2022, 38.000 wine bottles were sold: 60% of them were of white wine, 25% rosé, and 15% red wine. The wines became available in specialized stores, as well as major retailers in the second half of last year and generated a revenue of 650.000 lei by the end of 2022.

Tandem sparkling wine is a significant addition to your portfolio. What are your expectations for the first year of sales, and how do you plan to market and distribute it?

Miron Radic: We anticipate selling 20,000 bottles in its first year, and we can’t wait to share this exceptional wine with you.

The sparkling wine is already available in stores, priced at approximately 45 RON, on the shelves of major retailers in Romania, such as Selgros, as well as online on eMAG, Freshful by eMAG, AlcoolDiscount.ro, and FineStore.

What have been some of the challenges and successes you’ve encountered in the first year and a half of Tandem? Can you share any interesting anecdotes or experiences from this journey?

Miron Radic: Some people did not initially understand why we are doing this project – it is the first of its kind for Romanian or Moldavian wineries, but when you are the first and only one doing something, there is always skepticism. The nicest feedback was that professionals could see the common line in winemaking in this project, the combined knowledge of both wineries, put into practice. It was good fun to be together at the stand at the last wine fair in Bucharest and show the people OUR project.

Sustainability and responsible production are important considerations in the wine industry. Can you talk about any sustainable practices or initiatives that Tandem and your respective wineries are implementing?

Miron Radic: Our latest investment was also one in the optimization of energy consumption, where we opted for tools that are more efficient. Also, we are in the process of making our energy with solar panels that will cover a big part of our electricity needs – a step that Castel Mimi has already successfully implemented. This is also one of the fields that we continuously discuss between each other and where Tandem created a base for exchange of experience and knowledge.

Are there any particular stories or moments related to Tandem that stand out to you as memorable or significant in the project’s development?

Miron Radic: Certainly, Tandem’s development has had some memorable moments. Our launch event, for example, was a special night where we connected with wine enthusiasts and introduced Tandem Wines to the Romanian audience.

We’ve also been actively participating in various wine events, including a recent appearance at ROWine, where our new sparkling wine received great feedback and was well-received by the participants.

These experiences are playing a significant role in shaping the Tandem project and inspiring us to continue our mission of crafting exceptional wines.

How do you see the Tandem project contributing to the overall reputation and growth of the Romanian and Moldovan wine industries?

Miron Radic: My personal opinion is that it helps to see that both countries can collaborate to create a larger good, rather than to see each other as competition, which is mostly the case in the local wine industry. Both countries are rather unknown internationally, with Moldova doing a much better job at the national promotion than Romania. We want to show with our project and friendship that if we focus together on the final client, the wine lover, the benefit for everyone is much bigger than if we compete over the same client.

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