Romania Calling: Why Eastern Europe Is the New Frontier for Italian Wine

There is a new route in the wine world. It no longer runs only through the United States, Germany, or the United Kingdom. It is shifting eastward, where the market is growing, evolving, and—above all—listening.

In recent years, Italian wine exports have experienced a slowdown in traditional markets. Nothing structural, but enough to push producers, distributors, and wine merchants to look beyond. Those who have anticipated market movements are now turning their attention with increasing interest toward Eastern Europe.

Among all, one country in particular is attracting the attention of industry players: Romania.

Romania is no longer an “emerging market” to observe.It is a market to establish a presence in.

With an expanding middle class, an increasingly dynamic Ho.Re.Ca. sector, and a growing wine culture, Romanian consumers are changing. They drink less in quantity but seek higher quality. And in this transformation, Italian wine plays a leading role.

It’s not just about numbers. It’s about perception:Italian wine is synonymous with style,it is recognized as premium,it tells stories of territories, heritage, and identity.

A language that the Romanian market is learning to appreciate more and more.

Unlike mature markets, Eastern Europe still offers room to grow.Less saturation.Greater curiosity.More openness to new players.

This means one thing: those who enter now are entering at the right time.

It’s not just about selling, but about building relationships. About becoming a point of reference. About growing together with the market. It is within this context that the participation of Freschi&Bufano Wine Merchants & Co. in RoWine 2026 takes place.

Not just a trade fair presence, but a strategic choice.

RoWine is now one of the most relevant events for wine in Eastern Europe: a meeting point for producers, importers, sommeliers, and industry professionals.

For us, it will be an opportunity to:

• strengthen relationships

• connect with new partners

• share a vision of wine based on quality, identity, and careful selection

The global wine market is changing. And fast.

Those who stand still risk falling behind.Those who move now build the future.

Romania—and Eastern Europe more broadly—is no longer a bet.It is a direction.

And we have chosen to follow it.

See you at RoWine 2026.