€3 million investments take Sarom Packaging to new European markets

Sarom Packaging announces the launch of a new bottle collection for wines designed for brands aiming for a better differentiation in the highly contested the premium segment of the market. This is the first initiative of the kind in the European area coming from a glass packaging manufacturer in Romania.

The investments made during the last two years of activity by Sarom Packaging – one of the most important local and regional glass packaging players – amount to €3 million dedicated to research & development, acquisition of equipment and intellectual property rights, expansion of the team and of the storage capacity.

The strategic changes peaked with the development of a 10-model collection of unique wine bottles to be released on a market where over 80% of the players use standard glass packaging. Danube Wine Collection is Sarom Packaging’s premium reply to the industry standardization trend.

“This uniformizing trend makes it difficult for anyone who intends to pay the effort to differentiate in the market or who manifests the desire to move the brand to the premium area. And we are talking about wines, a field where the desire to define the origin and mark the identity of the product is a very strong one and frequently encountered”, explains Jacques-Edouard Săvoiu, CEO Sarom.

“Through this refined collection, we try to make the specialty bottle much more accessible to the widest possible spectrum of customers, including smaller wine producers who, perhaps, cannot afford big budgets, but aim to target the premium area. From what we know, this is the first initiative of the kind carried out by a Romanian glass manufacturer. In what the client avatar is concerned, we are particularly addressing those who identify themselves as “challengers” in their market or business category, brave brands looking to build a high-standard image.” – Jacques-Edouard Săvoiu, CEO Sarom.

The 10 bottles that make up the new Sarom Packaging collection carry the names of several towns and cities laying on the banks of the Danube – Tulcea, Vienna, Ulm, Linz, etc. – and silhouettes that bring together the bustling cities and the serene countryside, in simple lines and unexpected angles.

“We have also decided to reduce the minimum quantity required for an order in order to eliminate another significant obstacle this category of producers was facing” ̧ emphasizes Jacques-Edouard Săvoiu, CEO Sarom.

The initial investment in the development of the collection reached approximately €500,000. In what results are concerned, Sarom representatives estimate that the new products will add one €5-6 million to the turnover in the two-year period following the launch.

The prognosis is backed by the strategy built for the Danube Wine Collection, orienting it mainly towards the European market. Austria, Germany, Spain, Italy, France, Greece are among the countries targeted firsthand for the sale and promotion of the new wine bottles.