Overview: Moldovan companies showcased approximately 210 wines and cognacs alongside over 180 wines at two major international exhibitions in 2017. The National Office for Vine and Wine utilized the country brand to consolidate exhibitors for both the ProWein event in Dusseldorf and the China Food and Drink Fair in Chengdu.
The Full Story
At the prestigious ProWein 2017 exhibition in Dusseldorf, Germany, Moldovan producers displayed their portfolio under the unified country brand Wine of Moldova. This marked the fourth time the organization participated with a common stand, bringing together a record number of wineries totaling 35 companies. The National Office for Vine and Wine, an institution responsible for promotion and consolidation of Moldova’s image, followed a complex marketing strategy to target both EU and China markets. Director Gheorghe Arpentin noted that reforms in the sector allowed producers to meet consumer expectations with a great diversity of qualitative wines possessing distinct personality.
Simultaneously, over 180 wines were displayed at the China Food and Drink Fair 2017 held in Chengdu. This was Moldova’s second appearance with a common stand covering an area of 124 square metres, where 24 companies presented their products under the Wine of Moldova brand. Marketing efforts included virtual reality tours allowing visitors to travel through underground wine galleries and six wineries without leaving the venue. Additionally, 600 promotional bottles of Feteasca Neagra were distributed to attendees at both events.
What This Means
Participation in these fairs highlighted the growing potential for Moldovan spirits on the global stage. Diana Lazar, deputy director of the Moldova Competitiveness Project with USAID, stated that the Chinese market is continuously increasing and aims to become the second-largest consumer market for wines worldwide. Investigations indicated that Moldova’s wine remains competitive on this market. The events facilitated significant engagement, resulting in 90 business meetings at the China fair and over 100 new contacts established for future collaborations.
Consumer Takeaway
Visitors to the exhibitions could experience the potential of vine and wine tourism through virtual tours of underground galleries. The promotional distribution included specific bottles of Feteasca Neagra, offering a tangible sample of the qualitative wines promoted under the unified country brand.
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