<abstract xmlns="http://www.w3.org/1999/xhtml"><p>In the last decade or so, the Romanian wine industry has changed and developed greatly, by the increase of wine producers, especially the niche producers, alongside the traditional, big, producers. The paper aims to understand the new tendencies in the field of marketing, that occur on the wine industry of Romania, as well as the changes that take place in the minds and lives of the consumers in the context of the online world, combined with new trends and technologies that can be used by the consumers. Secondly, the paper represents a secondary data analysis of the International and Romanian Wine Industry, in terms of production and consumption, we also presented a short profile of the Romanian wine consumer, as a result of a survey developed by wine industry organisation. The paper shows some new trends of the wine industry, underlined by the specialists, as well as technologies and methods of marketing interaction with the consumers used by the Romanian producers of this product.</p></abstract>

In the last decade or so, the Romanian wine industry has changed and developed greatly, by the increase of wine producers, especially the niche producers, alongside the traditional, big, producers. The paper aims to understand the new tendencies in the field of marketing, that occur on the wine industry of Romania, as well as the changes that take place in the minds and lives of the consumers in the context of the online world, combined with new trends and technologies that can be used by the consumers. Secondly, the paper represents a secondary data analysis of the International and Romanian Wine Industry, in terms of production and consumption, we also presented a short profile of the Romanian wine consumer, as a result of a survey developed by wine industry organisation. The paper shows some new trends of the wine industry, underlined by the specialists, as well as technologies and methods of marketing interaction with the consumers used by the Romanian producers of this product.

New Marketing Tendencies in the Romanian Wine Industry

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"New Marketing Tendencies in the Romanian Wine Industry"}

In the last decade or so, the Romanian wine industry has changed and developed greatly, by the increase of wine producers, especially the niche producers,...

New Marketing Tendencies in the Romanian Wine Industry

Published Online: May 20, 2020

Page range: 31 - 39

DOI: https://doi.org/10.2478/sbe-2020-0004

Keywords
marketing, trends, wine industry, consumers, technology

© 2020 Fuciu Mircea, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

New Marketing Tendencies in the Romanian Wine Industry

Published Online: May 20, 2020

Page range: 31 - 39

DOI: https://doi.org/10.2478/sbe-2020-0004

Keywordsmarketing, trends, wine industry, consumers, technology

© 2020 Fuciu Mircea, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
marketing, trends, wine industry, consumers, technology