Murfatlar, a major wine producer domestically, is enteringretail by opening its own wine cellars and estimates it will have"several hundred" such locations nationwide in the next two orthree years.
Murfatlar is the first wine industry producer announcingaggressive retail expansion plans.
"All the cellars will look the same, will have the same shelfprices, the same communication. The best locations are those veryclose to consumers," Daniel Negrescu, Murfatlar brand manager, toldZF.
The cellars are developed through some partnerships with domesticinvestors, a model close to the franchise one, in which Murfatlarcomes up with the brand, the know-how, the products, marketinginvestments, commercial policy and partners with the space, whichcan 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, Negrescusaid that "starting last year market opportunities emerged in thewake of changing consumption habits during the crisis,opportunities which we're trying to speculate".
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