Promotion drives Zaraza sales up to 5.8m euros

Zaraza brandy, formerly Vinars de Murfatlar, could reach sales worth 5.8 million euros next year, with representatives of Murfatlar company, the holder of the Zaraza brand, targeting a 40-45% increase in the volume of sales against the same time last year, following the promotion campaign conducted this year. "The promotion in which a Zaraza bottle was sold together with a book targeted both image and sales. Both targets have been met and we see the action as a success, but the sales increase was mainly prompted by the promotion, not just by the gift. We used the books strictly as a marketing tool," said Florian Radu, Zaraza's brand manager. Murfatlar invested 3 million euros this year (rate card value) in promoting the Zaraza brand. According to Radu, this sum had a bigger contribution to the sales increase than the 26,000 packages, which consisted of a Zaraza bottle and a book.