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NEW NORMAL

and its partners have turned to use more di-
gital communication tools: intense Social Me-
dia Campaigns raised consumers‘ support on
the domestic market (#mywineofmoldova),
as well as on key markets, Poland and Roma-
nia; 360 degrees video-tours to Moldovan
wineries (www.360.moldova.travel) promo-
ted Moldovan wine heritage; Online Wine
tastings with leading wine infl uencers and
a complex promotion program replaced the
annual National Wine Days in October; Re-
tail-trade marketing campaigns drove online

traffic into sales in key accounts of Romanian
super-markets.
As a result, the export data showed a drop
only of 7.6% in value and 12.2% in volume.
The top growing markets were Romania
+27%, the Czech Republic +7.9%, Nether-
lands +303.2%, especially for the bottled
wine exports. This serves as
an indisputable proof that
Wine of Moldova‘s strate-
gy to embrace quality over
quantity is paving the way
to ensuring the sectors‘
stability and sustainable Union of Small Wineries of Moldova has
development. initiated a dialogue with its wine lovers‘
Still, the early deployed community building a new platform for
survey showed that the wine culture education – the #VinulMe-

most affected wine produ- u(#MyWine) group on social media.
cers are the small winegro- This mobilized a community of so-
wers with a forecasted dec- cially responsible Moldovans, wine lo-
rease in sales of over 50%, vers, sommeliers, trade professionals,
since they depend on do- artists, and designers to promote a
mestic sales and incoming complex and multifaceted promotio-
tourism. nal campaign „Vinul Meu“ (My Wine).
Moldova accounts for The basic idea was that any responsi-
over 30 thousand small ble consumer wants to support his pre-
farmers owning vineyards of up to 1 ha, ferred small wine producer since his wine is
but has only 35 small wine producers of their wine too – giving birth to the #MyWine
author-wines, actively infusing innovation social campaign.
and spreading terroir-based winemaking. The #MyWine Club on social media has ma-
There `boutique-wineries` are appreciated naged to create a convergence between the
mainly by both, local and international wine boutique-wineries with the local consumers,
lovers, due to their courage, passion, and in- the wine professionals, as well as with the lo-
spirational stories. Aiming for resilience, the cal artists. The community organized a series
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