WINE CHAIN IN ROMANIA – A MARKETING APPROACH

The paper presents an overview of the wine chain in Romania, analysing the areasunder vine, in a structural approach, the yields and the production of grapes and the wine industry.The data regarding the lands under vines, yields, productions of grapes and wine industry havebeen collected from the National Institute of Statistics.The main results show that Romania has high potential for wine production; 1.3% of theagricultural areas are cultivated with vineyards, but it has structural problems. Among the 189,000ha of vines, 48% are hybrids, which produce wines forbidden to be traded on the market. Thoseareas belong to small exploitations that produce for self-consumption, while bigger exploitationscultivate grafted vineyards that produce noble assortments of wine.