Adapting the wine producers' offers in Muntenia Oltenia to the new market trends

Abstract

The process of transformation that affects the world wine industry is also felt at the level of the Romanian market. The article aims to address two of the directions in which this market evolves. The aim of the paper is to outline the extent to which wine cellars know and use biodynamic cultivation and vinification techniques and to measure their willingness to practice ecotourism as a wine promotion measure. After a short presentation of the general context of the Romanian wine industry and of the latest developments in this sector, the author analyzes the results of qualitative research carried out with seven wine producers in the Muntenia Oltenia area. The results of the research allow for sketching some proposals that are in line with the trends in the international wine market and that contribute to the increase of the sales of Romanian producers.