Selling Moldovan wine in France: How hard can it be?

{Info-Prim Neo Interview with Nikita Macovei, a Moldova-born businessman running a wine shop called “Casa Moldova” in the French city of Nantes} [ - You have been trying to sell Moldovan wines on the French market for several years now. To what extent are they recognized, does the ordinary Frenchman know that Moldova is a country with a centuries-old tradition of winemaking?] - If I said that the French are familiar with the Moldovan wines I wouldn't be speaking the truth, to say the least, especially since a great part of them actually have troubles identifying Moldova geographically, placing it anywhere from the Balkans to North Africa to the Caucasus. Not even the established brands are known here. Of course there are a few people, like travelling officials or tourists who accidentally discovered the cellars of Cricova or Milestii Mici or who heard something about Moldova while chatting in between two glasses of wine, but that's largely an exception which confirms the general rule: very little is known about Moldova... [ - And how do you manage to sell our wines there?] - Well, difficultly. We have been selling wines for four years and we are trying to adapt to the conditions of the French market. There are a number of instruments that could help to promote a product, like a considerable budget for marketing. Such an investment would help us sell wine in the existing national sales networks. Unfortunately, it's not our case. We can't afford such investment. So we are using a different strategy, that of trying to create our on sales channel by focusing on a specific clientele in the industry: small specialized shops (called {cave}s), restaurants, small hotels, beerhouses, and private customers. Sales are modest yet constant. [ - What is a {cave}?] - A {cave}, translated as cellar, is a specialized wine shop where the merchant, or the {caviste} is usually a competent person who has extensive knowledge about and sometimes even education in wine and winemaking. However, not even they know a thing about Moldovan wines. But this should not be regarded as a problem. On the contrary, the fact that a country is not known allows the opportunity to perceive it as an exotic country and there are no negative attitudes that could spoil its reputation. In other words, the potential buyer remains at worst neutral and at best curious: “what's with this Moldova and its wine?”. A neutral attitude is a factor that helps to initiate a dialogue, and all the more is the desire to learn something new. The Frenchmen are adventuresome and open-minded people. And having a soft spot for wine, that's for sure. A Frenchman loves to talks about wine for hours, and he knows pretty well about what he's talking about, too. He loves to recall which wine he drank yesterday, last week and two weeks ago, and what he drank for Christmas, so when he's offered to buy a bottle of something new and rare, he's likely to buy it. And, on top of that, if you also have a story to tell him, and let it be a true story for every bottle, then consider you won yourself a loyal customer and a lover of Moldovan wine. There's also a condition I almost forgot: the wine has to be good! [ - Besides these cellar-shops, where else do you search for clients? How many of them can become loyal customers? Which wines do you offer?] - Four years ago, Casa Moldova was simply and importer. Then another company, Tzar Wines appeared on the market, with a much greater financial potential than ours, so we decided to become partners and subsequently Casa Moldova became a retailer for the regions Pays de la Loire and Brittany. The demand is potentially rather high, provided we are able to create an operational sales network. To achieve this, we are organizing various presentations featuring wine tastings and participating in exhibitions that take place in Nantes or in the region. Our offer includes wines from about 50 producers, in particular Chateau Vartely, Purcari, Imperial-vin, Acorex, Dionysus and other brands. As I told you earlier, the Frenchmen are curious and rather receptive, so our goal is to think how to further surprise them, how to offer them new wines, and, in parallel, how to penetrate the network of retail supermarkets, where the potential is huge. [ - Does Moldova have any other products that could impress the French?] - I've never given it a serious thought, but I guess many Moldovan agrifood products could win the attraction of the French, in particular these could be fresh fruit and vegetables. Today we are living in a world that is increasingly embracing organic food and other bioproducts, when people are seeking a healthy lifestyle and are trying to stay healthy and mobile for as long as they can. This option to go bio, at first timid, has become a modern religion not just for the well-to-do people but also for those with moderate incomes. There is a considerable demand for natural, organic food. Why shouldn't we offer it? After all, we produce tons of cherries, grapes, apples, pears and potatoes. A have been living in Nantes for quite some time and I do my shopping like the ordinary Frenchman. It shouldn't be a surprise if I told you that most fruit and vegetables here are almost tasteless. No doubt a Frenchman would appreciate our exceptionally tasty goods. At first it could be difficult, with a lot of impediments to face, from Moldovan bureaucracy to European bureaucracy, but when you are determined to penetrate a market, there is some substantial effort involved. [ - Moldovan officials say that in order to promote our products on European markets and elsewhere abroad, first we need to promote a good image for our country.] - It is key not only to say this but also act on this statement. Because everything starts from the reputation of the country, absolutely. If I were a Minister or a Moldovan diplomat, I'd try to arrange for a Year, or a Month or at least a Week of Moldova in France. I know, this requires a big pot of money and a lot of efforts. But if it's so difficult, let's try at least a campaign on a local level, in the region where I live. This should include exhibitions, promotional materials, concerts, Moldovan folk, craftsmanship and cuisine. I'd do everything to achieve a positive and long-standing reputation. I remember in February 2011 Nantes hosted the Month of Poland, and the city was full of Poles: singing songs, serving food, staging performances, holding exhibitions and workshops, and there was their Zubrowka everywhere. Russia's Month was held recently. When will there be a Month of Moldova? Where are the people who know how to organize such promotional events? If Moldova wants to improve recognition, it has to promote itself. For example, every time I call the Moldovan Embassy in Paris, there is always some staffer complaining: we have no resources, we have no funds... In May 2011, I staged a wine presentation at a hotel and I asked the Embassy for some leaflets about Moldova, about its tourism, folklore, national cuisine and so on. “We don't have any in French, there are only in English”, I was told. Do you find it a normal thing? How is it possible that an Embassy in France doesn't have some very basic materials in the French language? This can only happen with the Moldovans! I've heard that things have changed, they've told me now we have a different, a better Ambassador in France. I've learned from the media that he even organized an event to promote Moldovan wine, inviting French businessmen and retail representatives. However, the Moldovan authorities should understand that one event is not enough, or two, or three. Political will is needed, together with competent and enthusiastic people who are willing to work… and a bit of luck of course. We have great wines, many of them can compete with the French and other good wines. But as you can see, the problem is not in the wine's quality. Sometimes, great results can be achieved with smaller budgets, provided that the people involved are truly dedicated to the promotion of their country and its goods. [Valeriu Vasilica, Info-Prim Neo]