“Wine has soul:” Marinela Ardelean on the Future of Romanian Wine and RO-WINE

In the fast-evolving landscape of European viticulture, few voices resonate as clearly as Marinela Ardelean’s. She is a renowned Romanian wine expert and the author of The Wine Book of Romania. As co-founder of the prestigious RO-WINE festival, Marinela has spent years bridging the gap between local traditions and global appreciation. Her work with the Wines of Romania platform has been pivotal in showcasing the country’s unique terroir to the world.

We sat down with Marinela to discuss the delicate balance between digitalization and authenticity of Romanian grape varieties. We talked about why transylvanian wine culture is uniquely positioned to capture the hearts of a new, technologically connected generation.

Wine as connection for new generations

Marinela, we are in an era of speed, yet wine demands patience. RO-WINE has grown alongside the digitalization of consumption. How do you think the “language” through which Romanian wines communicate with the new generation of consumers in Transylvania has changed? These consumers are highly tech-connected, yet they seek “old school” authenticity.

“Wine is a carrier of history and tradition—two elements that Transylvania enjoys in abundance—and I am convinced that these appeal to the deeper layers of consumers. Regarding technology, we see every day how it grows, how something new appears or is invented, from the content a QR code directs you toward to the way wine is communicated in events and online.

I believe the value the new generation of consumers finds in wine is direct interpersonal communication and interaction with your fellow human being—something we have missed, and a lack that is only worsening. The faster the world moves, the more we must learn to enjoy a break.

In Cluj—and in Transylvania in general—there are plenty of places to enjoy a glass of wine with someone. Furthermore, the selections of local businesses—available both physically and online, very quickly and effortlessly—offer excellent options even for those who want to stay home and invite friends or family over” explains Marinela.

Romanian wines as a passport to the european market

You are a promoter of Romanian wine on an international level. Looking at this year’s edition in Cluj, what is that specific trait of our wines that you believe will offer us the strongest “diplomatic passport” on foreign markets in the next five years?

“Certainly, originality. The “taste of the place” (terroir), which changes the expression of international varieties based on how the grapes grow in a specific location, but especially that taste of the place combined with the unique flavor of indigenous varieties. These are treasures waiting to be discovered.

Economically speaking, Romania has become competitive—significantly more so than 15–20 years ago. The ability to access segments that are not just premium, but also low-premium or “everyday wine” for any category of public, can become a major argument in conquering foreign markets” says Marinela.

“If you had to choose just one thing that the RO-WINE audience should understand better about wine (beyond the taste), what would it be and why?”

“That wine rarely exists on its own. By that I mean, yes, you can enjoy a glass at a table alone. But wine is better alongside food and people. With responsibility, obviously!

It is a complex ecosystem—not as complicated as it seems at first glance—but full of emotion and interaction. Wine is part of the beauty of the world and helps reveal the beauty in people and things. It is a joy, not (just) a food item or a drink. It is something many of those who come to RO-WINE already understand, but the more people who do, the better.”

The future of romanian wines

Marinela Ardelean’s insights reveal a future of Romanian wine that is rooted in originality but propelled by modern connection. The success of native Romanian grapes on the international stage paints a hopeful picture for the industry.

As wine events continue to grow in profile, the core message remains the same. Wine is a bearer of history, a catalyst for interaction, and ultimately, a shared joy. For those seeking to discover these treasures, the next edition of RO-WINE Cluj will undoubtedly offer another masterclass in authenticity.