Moldovan Wines: A Future Strategy
Moldovan winemakers are attempting to conquer the European market, particularly after Russia’s ban on import of Moldovan wines. Even if Russia would allow Moldovan wines back on its market, their image has already been seriously damaged. As always, every problem is an opportunity. Moldovan wines need to be re-invented. For instance, an improved image and increase competitive capacity might be outcomes of one consolidated brand. Instead of having hundreds brands (some of which are pretty stupid, e.g. A Nun’s Sin or A Monk’s Sinful Dream) our wines could enter new markets under one brand such as Moldovan Wines, suggests Denis Stirbu from KSB Partners.
This idea makes sense even more in the context of the ongoing reform in European winemaking. Because the wines of the New World (the Americas, Australia) are becoming more popular, presumably due to their simple and clear labels and brands, e.g. Merlot California, the European winemakers intend to do the same. Consequently, in 2007 French wines will reach their old and new customers under one brand, Sud de France.
When I lived in New York City, I could not find too many Moldovan wines in local wine stores. Yet, although I did find a couple of bottles, I did not buy them because I wasn’t really sure about their contents. Instead, I used to buy the Australian Yellow Tail Merlot or Cabernet. However, of all European wines, I prefer Italian. I hope one day I can add “and Moldovan.”
Comments:
I like Australian and Italian wines too. I’ve only tasted a few Moldovan wines, and they have an old fashioned taste to me, the wood and tannins. Even more so than French. Branding wines Moldovan is a good idea, but I also think the wines need to evolve to match the world’s tastes. Fresher and more fruity like new world wines.
My opinion regarding Italian wine is not very high (sorry), as I'm a fan of the French ones (Bordeaux, Rhone, Bourgogne, Pays de la Loire, Alsace...). True, that many of them should be dumped directly to the sewer (and not subsidized by the European Commission that encourages overproduction of this s**t), but there are quite a lot of which merit appreciation (like any wine of any wine producing nation).
Moldovan wines, on the other hand need to take a classy approach and not the tacky one that currently predominates amongst them. But, hey, the demand dictates the product, and due to the fact that most Moldovan wines were sold in Russia, the bad taste of Russian masses de-railed Moldovan wine marketing efforts for years.
To penetrate the European markets, Moldovan wine hasn't to be cheap but priced ranging from 6 to 12 euros (as a consumer, I'd be suspicious of a wine under 6 euros) and look clean and smart (starting from simple dark green (Bordeaux or Rhone/Bourgogne styled bottles) and clean white labels with simple, yet classy fonts).
Ex: Chardonnay de Milesti, Sauvignon de Cojusna, etc...
Moldova Vin should also focus on setting a national standard of wine labelling, bottling, and set a sort of Appelation Originale Controle (AOC) as in France that will guarantee the quality of bottled wines.
Good article, Lucia, keep up with good work!
Cheers,
vp