Silviana Petre-Badea, ex-JLL, Takes Over as General Manager of SERVE Winery

Silviana Petre Badea assumes the role of CEO at SERVE Winery, one of Romania’s most prestigious businesses in the wine industry. With extensive experience in real estate, Silviana Petre-Badea took over the leadership of SERVE from her mother, Mihaela Tyrel de Poix, co-founder of Romania’s first private winery. Silviana led JLL Romania for 8 years and currently holds a non-executive board position on iO Partners’ CEE Board.

“I’m stepping into a completely new industry, with a highly dynamic market and competitors whom I deeply respect. Having spent 20 years in consultancy, I’ve encountered a wide range of challenges. I’ve come to understand that, regardless of the industry, certain elements remain constant: prioritizing people and their role within the ecosystem, focusing on results, fostering innovation, ensuring excellence in every detail, and embracing joy in each day and project. We already have a fantastic team in the winery and vineyard, with an average retention rate of over 20 years. Additionally, we’ve built a sales and marketing team that we can take pride in”, states Silviana Petre-Badea.

SERVE Winery, situated in the viticultural region of Dealu Mare, Prahova County, has an annual production capacity of 500.000 bottles of wine. Last year, it achieved a turnover of 2 million euros, showing an increase from the previous year.

Silviana Petre-Badea, a graduate of the Academy of Economic Studies, brings with her 20 years of experience in real estate consultancy, including the last decade in top management positions. As she assumes leadership of the family business, her objective is to foster excellence within the company, attract new talent, and implement modern systems to facilitate business expansion starting in 2025.

Silviana will have her mother alongside her, who will stay involved and assist with the transition, as well as her brother, Paul Badea. He has assumed the role of Non-Executive Partner, overseeing relationships with specific clients and strategic partners, and contributing to shaping the company’s long-term strategy.

“In the next 5 years, our aim is to establish SERVE as the most esteemed wine business in Romania, renowned not only for our wines, history, and story, but also for the value we bring to our partners – our employees, suppliers, and customers, as well as to the wider business community, the wine industry, and society as a whole. We aspire for SERVE to remain a company where individuals are eager to work and where partners are keen to engage in business. We have the strength to stand alongside other producers who share our values and vision of positioning wine as a national brand for Romania”, adds Silviana Petre-Badea.

The company is currently exploring opportunities in the production domain, spanning marketing, sales, culture and organic wine, sustainability and ESG practices in viticulture, packaging innovation to reduce carbon footprint, wine education for consumers, and wine tourism.

In addition to transitioning to the new generation, SERVE Winery also celebrates its 30th anniversary this year. In 1994, French Count Guy Tyrel de Poix and Mihaela de Poix laid the foundation for one of Romania’s largest and most successful wine businesses by establishing the country’s first private wine company. Since 1996, SERVE wines have garnered over 250 medals, starting with the 1995 Chevalier de Dionys merlot winning a bronze medal at the Selections Mondiales competition in Canada. Additionally, Guy and Mihaela de Poix reintroduced the Fetească Neagră grape variety to viticulturists and wine enthusiasts. SERVE is recognized for producing the first Fetească Neagră wine rated with over 90 points by Parker.