06.05.2025. (Caucasian Journal) We always seize the opportunity to discuss winemaking, since it's such a vital industry in our region. So, what’s in store for winemakers in EU candidate countries like Georgia and Moldova as they look to integrate into the EU? Can they expect changes in pricing, quality control, and subsidies as they align with European standards?
Our guest today, Diana PAVELESCU from Romania, is here to shed some light on these questions. Diana is the Secretary-General of ADAR (the Romanian Authorized Wine Tasters' Association) and the founder of the Romanian Wine Academy. She’s also a Wine Ambassador and has served as a wine advisor to the Romanian Minister of Agriculture, as well as a juror in various international wine competitions.
▶ ქართულად: The Georgian version is here.
Alexander KAFFKA, editor-in-chief of Caucasian Journal: Dear Diana, welcome! Romania went through a big shift when it joined the EU. What are the key takeaways about how the situation changed or how local wines stacked up against the imports? Do you think the Romanian winemaking has experienced major changes due to EU membership?
Diana PAVELESCU: Thank you for the invitation — it’s an honor to share our experience with you and your readers. I should mention that I currently work with Romania’s National Office for Vine and Wine Products, the institution responsible for vineyard certification and trade authorization for wines with protected designations of origin (PDO) and geographical indications (PGI).
Joining the EU was a turning point for our wine industry. It gave us access to European funds, which played a critical role in the sector’s remarkable development. Romania managed to absorb close to 100% of these funds, and the investments were directed toward vineyard restructuring, modernizing production facilities, launching greenfield projects, and other essential measures like risk management and international promotion.
Thanks to EU support, Romanian viticulture has experienced unprecedented growth. Yes, we can confidently say that this transformation is largely due to EU accession. As for the wine market itself, it operates freely, and imported wines now represent around 17% of consumption. Domestic production still doesn’t fully meet demand, so imports have found their place in consumers’ preferences.
I’ve seen Georgia’s strong presence at international wine fairs, and you’re doing an excellent job. You’ve developed a clear identity centered on traditional qvevri winemaking.
AK: Georgia has a smaller wine production volume and vineyard area compared to Romania, but it has a stronger focus on exports. What significant changes do you think Georgian (and possibly Moldovan) winemakers should prepare for as they seek closer ties with Europe?
DP: I’ve seen Georgia’s strong presence at international wine fairs, and you’re doing an excellent job. I’ve tasted Georgian wines and attended your presentations — you’ve developed a clear identity centered on traditional qvevri winemaking. These wines are impressive, and their pairing with local cuisine enhances their character, particularly those made from indigenous grape varieties.
That’s the key: to define your own identity, not to replicate others. Congratulations on everything achieved so far, and I wish you continued success.
As Georgia aligns with EU regulations, the transition will be gradual and mostly procedural. One essential step is to clearly define Protected Designations of Origin and Geographical Indications. It’s crucial for producers to organize and work closely together to build a strong collective presence. This is a significant challenge — it certainly was for Romania, especially after 50 years of communism that disrupted traditions of cooperation.
AK: You've seen the Romanian wine scene up close, and you know the EU standards. When Georgia and Moldova start playing by EU rules, what may happen with the price tags on their wines, both at home and when they try to sell in the EU?
DP: As I mentioned, aligning with EU standards is mostly about procedures. Traceability becomes fundamental — when a consumer reads the lot number on a label, there should be a clear record tracing the wine back to the exact grapes and every production step. Ingredient disclosure and nutritional information are also becoming mandatory.
These requirements do involve some costs, but they shouldn’t significantly impact the final price of the wine — that’s precisely why EU funding exists, to help member states meet these standards. Ultimately, the market dictates the price. And in today’s global context, where wine consumption is declining, it’s essential to offer something distinctive, personalized — a premium product that stands out.
AK: What about the average wages in the wine sector in Romania - did they go up? How are things looking for winegrowers, small-scale producers, and bigger industrial producers when it comes to their incomes?
DP: Yes, wages have increased, especially the minimum wage, reflecting Romania’s impressive economic growth. In fact, Romania has recently surpassed Poland in terms of GDP per capita. Things are going well, economically speaking.
That said, the entire production sector, including viticulture, faces a serious labor shortage. For large producers, automation has become a viable solution, and mechanical harvesting is now standard practice. But small producers continue to face significant challenges — many have had to delay harvests due to a lack of labor.
Climate change is another major concern. Prolonged droughts, late frosts, and hailstorms have all impacted production in recent years. Even so, Romania continues to rank among the top wine producers in Europe.
AK: Do you think the similar tendencies regarding incomes and wages may be true for the new candidate countries?
DP: There’s no reason why they wouldn’t — but we can’t look at the wine sector in isolation. Its economic weight varies from country to country. If I’m not mistaken, Georgia exports around 90% of its wine production? If that’s the case, then the sector already plays a crucial role in the national economy, and wages and incomes could rise significantly as integration progresses.
It’s essential for producers to organize into representative associations... The EU requires this kind of structured dialogue to ensure that funds are used efficiently.
AK: Once Romania joined the EU, local winemakers got access to various EU agricultural subsidies and funding mechanisms. What financial support can Georgian and Moldovan winemakers potentially expect as they integrate? What about indirect forms of EU support – like marketing help or rural development funds?
DP: All EU member states have access to the same measures, but each country chooses which ones to implement based on local needs. That’s why it’s essential for producers to organize into representative associations — so they can negotiate and decide what really matters for their sector. The EU requires this kind of structured dialogue to ensure that funds are used efficiently.
Support typically starts with basic subsidies for cultivated land, then moves into specific needs like vineyard replanting, modernization investments, and so on. For example, we in Romania chose not to implement the distillation support measure, even though it’s available.
Promotion funding also exists — for domestic, EU, and third-country markets — and operates similarly to other support measures. There are even additional promotional grants available directly from Brussels. The options are there, but to make the most of them, producers must speak with one voice.
In terms of country image, I’d say Moldova and Georgia are doing a better job than Romania.
AK: Speaking about wine marketing, I am sure you have many interesting case studies from your work experience. Would you like to share any?
DP: In terms of country image, I’d say Moldova and Georgia are doing a better job than Romania. Romanian producers still focus heavily on the domestic market. Exporting requires long-term investment, consistent presence, and competitive pricing. Simply showing up at a trade fair isn’t enough.
Today’s market requires a new kind of communication. Gen Z, for instance, leans toward Ready-to-Drink beverages (RTDs) or beer and sees wine as ambitious and exclusive. We need to change that perception — make wine more accessible, more relatable.
From discussions with foreign importers, I’ve learned how important it is to present your wines directly in the target markets, through a range of events — big or small. One great example is Moldova’s annual wine festival in Romania, organized by their producers and national authority. It’s a smart marketing move — Romanians don’t perceive Moldovan wines as foreign, which gives them a major edge in positioning and sales.
AK: Romania had to implement changes in its appellation systems and quality designations (like DOC). What advice would you give Georgia and Moldova as they navigate similar processes?
DP: First and foremost, each appellation must be backed by a strong producers’ association. They should be the ones defining the requirements in the technical specification — maximum yields, vinification methods, quality tiers, and other criteria like "reserva" or minimum aging times.
There are plenty of good examples across Europe to draw inspiration from, but don’t just copy them. Choose the grape varieties and rules that make sense for your context. You can start with a more flexible framework, then tighten it later based on market demand or a desire to raise quality.
Change is the only constant, so these specifications should evolve over time. The market is dynamic, and the rules should be, too.
EU standards give consumers confidence that what’s written on the label is exactly what’s inside the bottle.
AK: The EU has stringent quality control standards for wine production. Do you see the adoption of EU quality standards as a potential advantage in terms of building consumer trust and accessing premium market segments?
DP: Absolutely — it’s a major advantage. EU standards give consumers confidence that what’s written on the label is exactly what’s inside the bottle. But that trust alone doesn’t guarantee a high price.
Pricing is dictated by the market. That’s why PR, marketing, and communication are crucial and should be treated as real investments. These tools help build visibility, reputation, and long-term value.
AK: From your viewpoint, what's the long-term outlook for Georgian and Moldovan wines in the EU market? Big potential or a tough climb?
DP: The wine market, especially in the EU, is extremely competitive — but there’s still room for everyone. Each country can carve out its niche. The potential is there, but how big or difficult the path will be depends entirely on how each country defines its development strategy.
In Moldova’s case, USAID played a key role in shaping a strong national brand. I’m not sure if Georgia had a similar program, but if so, now’s the time to rethink and refresh those strategies. This isn’t rocket science — it’s marketing.
AK: Based on what Romania went through, what are the top three things you'd tell Georgian and Moldovan winemakers to focus on right now?
DP: That’s an easy one:
Association, association, and association!
Then: develop a clear, consistent communication and promotion strategy — one that targets specific markets rather than trying to reach them all at once. For example, I see strong growth potential in South Korea and Japan in the coming years, especially if the U.S. doesn’t revise its tariffs. I know Georgia already has a strong foothold in the American market, which is an asset.
AK: Finally, are there any additional insights or perspectives you'd like to share with our readers?
DP: Let’s not forget tourism — especially wine tourism. The experience of visiting a winery, tasting local wines with traditional food, and soaking in the local atmosphere creates deep emotional connections. Tourists who have a memorable visit become the best ambassadors for your wine.
Wine is already a wonderful symbol of national identity. But when people get to see and feel the place where the wine is made, they’re much more likely to become loyal consumers. That’s why it’s so important to invite communicators and influencers from your target markets to experience your wine regions firsthand, in addition to promoting your wines locally. It’s beautiful work — and a long-term investment.
AK: Thank you very much!
DP: Thank you for having me!
Read the Georgian language version here.
This article was produced with the financial support of the EU and the German Marshall Fund of the United States (GMF). Its contents are the sole responsibility of the Caucasian Journal and do not necessarily reflect the views of GMF.
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