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February 3, 2023

Tohani Romania: Creative wines, 20% increase in sales Tohani Romania: Experiential wine tourism, engine for premium wine sales

Red and white wines – creative wines based on Romanian varieties, such as Feteasca Neagra, Feteasca Alba and Tamaioasa Romaneasca – were the most sought-after wines from Tohani in 2021. The labels that recorded the highest increases are those dedicated to the young public, looking for fresh, special wines. One of the engines of growth was experiential wine tourism, with those who visited Apogeum Winery and becoming recurring customers on Tohani channels.

Siel, Mosia de la Tohani, Wine Chocolate are the top 3 bestselling labels in Tohani in 2021. The ranking is completed by Ice Flowers and Princiar, two top wines of the company, with a special specific, the first being an ice wine, that is, produced from grapes harvested after the first frost, and the second a label with tradition and history, closely linked to the company’s DNA. In terms of exports, Siel, Princiar and Mosia de la Tohani were preferred by consumers abroad.

The best-selling labels also reflect the preference for Romanian varieties, whether we are talking about red, white, or rose wines. Thus, either singly or in blends, the Romanians’ favourites this year were Feteasca Neagra, Feteasca Alba and Tamaioasa Romaneasca.

2021 has strengthened our efforts to get closer to consumers, with the opening of accommodation that completes Conacul Apogeum. Even in a period marked by precaution and even restrictions, the interest of Romanians for experiential wine tourism is constantly growing, and this was reflected in the reservations made. One thing that makes us happy is the fact that all those who visited us, extended the experience from Tohani with complex tastings, including vertical tastings, with the same variety, especially Feteasca Neagra, from different years. Thus, they become fine connoisseurs of all our labels. Moreover, over 80% of them returned to our shop and made wine purchases even after visiting us, said Virgil Mandru, CEO, and owner of Tohani Romania.


Online sales continue to rise, after tripling last year


The acquisition behaviour complements the data of a recent survey conducted by Tohani Romania, which showed that Romanians are becoming more and more interested in the story of wine, the history, and the charm of the vineyard where it comes from. Thus, 70% of the respondents stated that they visited at least one winery, and 45% that they buy wine from the winery.

In fact, the trend is also confirmed by the increase registered by Tohani Romania in direct sales. After tripling them, in 2020 compared to 2019, due to pandemic and of a behaviour oriented towards online purchases, 2021 continued the ascending trend, the increase compared to the previous year being over 20%.

Also, the limited-edition wines are among the most sought-after wines on Tohani Romania’s own store. Thus, in the top of preferences is the Apogeum Feteasca Neagra, which this year won the 15th international medal, Siel and Mosia de la Tohani.


Tohani’s client’s portrait


The sales also reflect Tohani Romania’s strategy to create wines for each category of consumers. Siel is a creative wine that addresses the young consumer, aged 25-35, who experiences and tests new tastes and combinations, willing to invest in quality. Wine Chocolate is also a creative wine, with fine aromas of chocolate, preferred by the customer who wants the wine to create a unique experience. It is a wine chosen by both women and men, most of them aged between 25 and 40 years. The same note includes Flori de Gheata, a dessert wine, preferred for brunches and intimate meetings, mostly by women, aged 30-45.

Mosia de la Tohani is preferred by the client who remains faithful to the classic taste, who prefers the familiar and deep aromas of the traditional Romanian varieties, such as Feteasca Neagra and Feteasca Alba. Princiar is also in the same category, which has the particularity of addressing a mature audience, in search of a complete experience, which is seduced primarily by the story behind the label.

Regardless of the label, 2021 was the year we wanted to surprise. For example, Siel white is a unique blend of 7 varieties. In the case of traditional labels, such as the Mosia de la Tohani, we have brought a new breath by launching a new bottle with a contemporary design. The investments made in recent years have helped us to offer our customers a wine of an increasingly higher quality, a fact confirmed by the awards received internationally. This year is no exception, said Virgil Mandru.

By the end of the year, Tohani Romania is betting on reaching the threshold set in 2020, of 1 million bottles of Feteasca Neagra sold. Red wine sales increase between November and December, especially in the context of gifts and festive meals, where Feteasca Neagra is an increasingly appreciated variety, due to its local character and unique notes.



*Survey conducted online between September 1-30, 2021, with 472 respondents, 52% men.




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