Murfatlar, a major wine producer domestically, is entering retail by opening its own wine cellars and estimates it will have "several hundred" such locations nationwide in the next two or three years.
Murfatlar is the first wine industry producer announcing aggressive retail expansion plans.
"All the cellars will look the same, will have the same shelf prices, the same communication. The best locations are those very close to consumers," Daniel Negrescu, Murfatlar brand manager, told ZF.
The cellars are developed through some partnerships with domestic investors, a model close to the franchise one, in which Murfatlar comes up with the brand, the know-how, the products, marketing investments, commercial policy and partners with the space, which can be rented or owned, and its fitting out.
The opening of a cellar amounts to 10-15,000 euros.
Asked why the producer decided to launch its own cellars, Negrescu said that "starting last year market opportunities emerged in the wake of changing consumption habits during the crisis, opportunities which we're trying to speculate".
Murfatlar, a major wine producer domestically, is entering retail by opening its own wine cellars and estimates it will have "several hundred" such locations nationwide in the next two or three years.
Murfatlar is the first wine industry producer announcing aggressive retail expansion plans.
"All the cellars will look the same, will have the same shelf prices, the same communication. The best locations are those very close to consumers," Daniel Negrescu, Murfatlar brand manager, told ZF.
The cellars are developed through some partnerships with domestic investors, a model close to the franchise one, in which Murfatlar comes up with the brand, the know-how, the products, marketing investments, commercial policy and partners with
