ABSTRACT
Even though it is among the top ten European wine producers and the top 20 worldwide, in Romania, the wine culture is not as well developed as in countries such as Portugal, Italy and France, considered the largest consuming countries of wine, from the European Union. In addition, there is a differentiation between urban and rural preferences for wine consumption. Romania is one of the major wine producers, at the European level, ranking 6th, with a total production of 5.4 million hl in 2021, being on an upward trend in last years. The national wine market is in a continuous rise, being determined by a growing demand, supported by the health benefits of wine products. The quality of the wines and the way they are presented, the innovation of flavors and the new distribution networks, combined with the changes that occurred during the Covid-19 pandemic, impose new consumption models.