Sorin Maslo, Interim Director of Cricova: We increased our turnover by 20%.
The Wine Complex “Cricova” S.A. celebrates 70 years of activity this year. Over time, the Cricova brand has grown, a sign that its products are of high quality and appreciated by consumers. Although the past year has been challenging for the business environment, and crises have affected everyone, Cricova SA has managed to overcome the challenges and achieve several remarkable results. Sorin Maslo, the interim director of the company, spoke about this for Bani.md.
The year 2022 is practically coming to an end, and specific conclusions can already be drawn. How was this year for Cricova?
Sorin Maslo: It certainly wasn’t an easy year. Moreover, February turned everyone’s plans upside down, and we had to adapt to new realities. However, we mobilized, and thanks to the efforts of the entire team, we are ending the year on a high note. We can already say that in 2022, the company’s turnover increased by more than 50 million lei, which means a growth of at least 20%. We are proud that Cricova products have reached the tables of many people both in the country and abroad and that our sparkling wines and wines are the top choice for local consumers. Without quality, we wouldn’t have achieved such a result.
Speaking of exports, to which countries do Cricova products reach? Who are the largest consumers?
Sorin Maslo: We have continued working in this direction, exploring new markets and consumers for our products. At the moment, we have sales in more than 30 countries. This year, the export of Cricova wines and sparkling wines has increased in Romania, the USA, and Kazakhstan—countries that, in fact, are also our biggest consumers. At the same time, we have managed to increase exports to Cyprus, Turkey, Sweden, and the United Kingdom. We are proud that we can compete with other major world-class wine producers. This success is also due to our active participation in international specialized exhibitions and forums held in Germany, Sweden, Azerbaijan, the United Kingdom, Romania, and Italy.
The Cricova Cellars are, I believe, the first location that foreign tourists want to visit when they come to the Republic of Moldova. How many tourists have visited the tourism complex this year?
Sorin Maslo: Undoubtedly, the Cricova Underground Complex is the pride of the Republic of Moldova, and everyone who visits remains impressed. Unfortunately, the crisis caused by the unjust war in Ukraine has affected the number of tourists visiting our country, especially in the first part of the year. However, in the second half of the year, we can say that things returned to normal, and the number of 50,000 tourists, mostly from Romania, represents an increase of at least 10% compared to previous years. Revenue from tourism services has grown by 15%. I also want to mention that our guides make considerable efforts to ensure that every tourist who visits us is impressed. Furthermore, in 2022, the entire team of tourism managers was trained, so the services provided will be of the highest quality.
How was the grape harvest in 2022? Will we have quality wines?
Sorin Maslo: This year’s grape harvest has been good for us, the wine producers, as the grapes have benefited from sufficient sunlight, meaning that we will have high-quality wines from the 2022 harvest with great potential for maturation and refinement. The Cricova Complex processed about 10,000 tons of grapes, a record number in recent years! The grapes, carefully selected by our specialists, come from the central regions, specifically Cricova and Criuleni, and from the southern region of Cahul. The majority, about 60%, come from our own vineyards. This season, Cricova processed varieties that are in high demand among our consumers: Chardonnay, Pinot Noir, Pinot Meunier, Sauvignon, Merlot, Muscat, Traminer, as well as native varieties—Fetească Neagră, Fetească Regală, Fetească Albă, Rară Neagră, and Viorica. This year has been a good one for the harvest. The moderate rains in August and the long, warm autumn allowed the grapes to ripen properly and achieve a high sugar content—exactly what is needed for truly high-quality wines. Certainly, we can now say that we are ready to produce even more next year, considering that we anticipate growth in both exports and local consumption.
Around the world and in the Republic of Moldova, organic products are becoming increasingly popular. What has Cricova prepared for organic wine consumers?
Sorin Maslo: The Cricova Wine Complex is fully involved in developing this production sector. Specifically, in 2022, we obtained the European CERES certificate, which certifies our organic products for the European market. In other words, Cricova organic wines can now be exported to the EU. Additionally, we are in the process of implementing the Fair’N Green Sustainability System, which evaluates businesses in the wine industry according to globally recognized sustainability standards, indicating that our eco-friendly wines are “sustainable.” In this regard, we have also created a photovoltaic park with a capacity of 140 kW—a first for our company—which currently provides 10% of our energy needs from renewable sources, and in the near future, we plan to cover at least 40% of our total electricity requirements.
The winter holidays are approaching. Does Cricova have enough sparkling wine in stock? After all, Cricova sparkling wines are practically a staple on every New Year’s Eve table…
Sorin Maslo: You should know that the sparkling wine segment represents us and accounts for no less than 60% of our total production volume. It is very important that, after a three-year pause, in 2022, the company managed to bottle over 200,000 bottles of Classic Method Sparkling Wine—a product that largely defines the company’s image! We offer different types of sparkling wines for various tastes and price ranges, and I want to thank everyone for their loyalty. A New Year’s Eve table wouldn’t be truly traditional without our sparkling wine. If we were to highlight a standout product, it would be Pinot Meunier Extra Sec, a sparkling wine produced using the traditional French method, from carefully selected grapes, which has won numerous international awards. It is sure to impress. That being said, all our sparkling wines are festive and of the highest quality.
What has changed in terms of company management this year?
Sorin Maslo: Managing a state enterprise, especially a legendary one like Cricova, is a complex process where, without the support of the entire team, it is impossible to achieve results. Our success is largely due to regaining the trust of our business partners. All deliveries and orders are executed within the terms established in collaboration contracts, and throughout the year, the production and bottling process has been continuous, without unplanned stoppages due to shortages. These factors have directly led to an increase in employee salaries by 15–20%.
To maximize efficiency, this year, with the support of an expert team, we conducted an economic and financial diagnosis of the company’s business models and decision-making processes over the last five years. We outlined a business plan with concrete actions to obtain investment resources and developed the Cricova SA Development Strategy for 2022–2027. It is an ambitious plan, but with the support of the Public Property Agency and the Government, we will transform the company into a prosperous one with a modern and high-value technical-material base that benefits the state.
The Wine Vernissage is approaching, specifically on December 9. If you were a guest at this event, which wine products wouldn’t you miss?
Sorin Maslo: For winemakers, this event has already become a tradition, a moment where we are closer to our consumers, cultivating wine culture year after year, educating consumers, and taking them on a deeper journey into the world of winemaking. Every winery presents its finest and most refined wines, masterfully crafted by expert winemakers—these wines can rightfully be called “works of art.” So, no matter which wine you taste, you can’t go wrong.
Cricova will also present a new, extremely limited edition range—”Elogiu”—created in this anniversary year, celebrating 70 years of Cricova. Each wine in this series pays tribute to remarkable figures who have worked at the company, grape varieties, and the grandeur of the underground galleries. These three unique wines will undoubtedly be among the event’s top selections.
Any visitor to the Vernissage, as a wine enthusiast, won’t want to miss the special wines produced through exclusive technological processes, such as those using the “Amarone/Amaro” technique or, conversely, wines made using classic methods from native grape varieties.