Moldova approves a €125 million plan to move its wine industry beyond bulk exports

Moldova’s wine industry has adopted a five-year strategy backed by the government that aims to cut reliance on bulk wine exports, modernize vineyards and raise the value of the country’s wines in foreign markets.

The plan, approved in late May by Moldova’s Ministry of Agriculture and Food Industry, sets out a 2026-2030 roadmap for a sector that remains central to the national economy but has struggled with aging vines, outdated technology, uneven harvests and vineyard layouts that no longer match climate pressures or market demand. The budget is about €125 million over five years, with roughly half expected to come from private investment.

The shift is significant for a country where wine has long been an export engine. Moldova, located between Romania and Ukraine, exports about 85% of its wine production. Bulk wine still dominates those shipments. It accounts for 60% of export volumes but only 30% of export value, a gap that industry officials see as one of the clearest signs that the country must move upmarket if it wants stronger returns.

The strategy is built around three areas: production, marketing and market development, and what officials describe as the broader ecosystem of training, research, institutions and innovation. Together, those measures are meant to reposition Moldovan wine away from a volume-driven model and toward bottled wines with stronger identity, higher prices and better margins.

At the vineyard level, the plan calls for a broad restructuring. Officials want average yields to reach at least 8 tons per hectare by 2030, up from about 5 tons per hectare now. To get there, the strategy calls for more modern vineyard systems, better-adapted grape varieties and wider use of irrigation. At least 2,000 hectares of vineyards are expected to gain irrigation, while 7,500 hectares are to be modernized with growing systems that allow more efficient management and mechanization.

The plan also includes removing 15,000 hectares of low-productivity or abandoned vines and planting 5,000 hectares of new vineyards. That target reflects the age profile of Moldova’s vineyards: nearly half of existing vines are more than 25 years old. Industry officials say renewal is necessary not only to improve yields but also to adapt vineyards to current consumer preferences and changing weather conditions.

Production volatility is another concern. According to the strategy document, Moldova’s 2025 wine production was 53% higher than in 2024, underscoring how sharply output can swing from one year to the next. In good years, annual production does not exceed 1.8 million hectoliters. Even so, Moldova remains one of the most vineyard-dense countries in the world, with about 110,000 hectares planted, according to the International Organization of Vine and Wine.

Commercially, the government and producers want to expand both domestic sales and exports while using digital tools to reach consumers in distant markets. The strategy identifies e-commerce and digital marketing as growth channels, especially in countries such as the United States and South Korea, where traditional distribution systems can be harder for smaller origins to penetrate. By 2030, the roadmap targets a 20% increase in average sales volume through online channels.

That effort is tied to a broader premiumization push. Moldova wants to reduce dependence on bulk shipments and increase its average export price by 25%. The current average stands at $1.45 per liter, well below the global average of $3.60 per liter cited in the strategy. Officials also want to increase revenue from wine tourism as part of a wider effort to improve the country’s image abroad.

A central part of that repositioning is a stronger focus on native grape varieties and wines sold under protected geographical indications and appellations. Producers and officials argue that local grapes can help distinguish Moldovan wine in crowded export markets where international varieties alone offer little differentiation.

Ion Mereuta, commercial director at Asconi, described that approach as more viable than it might have been in the past because younger consumers now use smartphones and artificial intelligence tools to look up unfamiliar wines and grapes before buying them. Titus Pislaru, commercial manager at Salcuta in Chisinau, said demand for local varieties is growing and noted that Moldovan producers can also offer international grapes alongside them. He added that interest in dealcoholized wines is rising as well and said producers can respond because specialized companies already operate inside the country.

The strategy also points to structural weaknesses beyond vineyard renewal. Among them is Moldova’s current inability to produce certified planting material at the scale needed by the sector. That gap affects replanting plans and limits efforts to align vineyards with quality goals and export demand. Officials say research, technical training and closer coordination between public institutions and producers will be necessary if the plan is to succeed.

As part of that effort, Moldova recently opened a new innovation center for viticulture and winemaking in Chisinau. The center is intended to support applied research, professional training and collaboration with growers and wineries. Andrian Digolean, state secretary at the Agriculture Ministry, said its purpose is to strengthen competitiveness and help producers adapt to international market requirements.

The strategy marks a notable change for an industry long known for supplying competitively priced wine rather than building prestige around origin. Moldova is now trying to base its reputation on quality, innovation and grape identity while keeping one foot in established export channels that still depend heavily on bulk trade. Whether that transition succeeds will depend not only on public policy but also on whether private producers commit their share of funding and carry out a difficult overhaul in vineyards, wineries and sales networks at the same time.