Romania’s Cotnari Winery is one of the oldest and most celebrated names in Eastern Europe’s wine heritage. With a legacy that stretches back centuries, Cotnari is now expanding its footprint across the globe — including in India. We spoke with Mihai Necula, Export Business Development Manager at Cotnari Wines, to learn about his journey, motivations, and the brand’s vision for connecting Romanian authenticity with global audiences.

From Business to Wine: A Journey of Passion

“I have a background in international business and marketing,” Mihai begins. “My journey into the wine world came from both passion and curiosity for authentic products that carry cultural identity. Working with Cotnari allowed me to blend professional experience with heritage — wine isn’t just a product, it’s a story that connects people, cultures, and traditions.”

Motivated by Heritage and Connection

For Mihai, representing Romanian excellence is more than a job; it’s a mission.
“My greatest motivation comes from helping people around the world discover our native grape varieties. Every partnership and every glass of Cotnari wine enjoyed abroad proves that heritage and authenticity still matter.”

Cotnari’s New Chapter in India

India marks a new beginning for Cotnari. “We’re in the process of establishing our first strategic partnerships,” Mihai explains. “Our aim is to collaborate with select distributors and hotel groups who value authenticity and long-term cooperation. We’re proud to be the first Romanian winery officially introducing our wines to India.”

Building Sustainable Growth

“Our plan in India is to build a sustainable presence through premium distribution, private label collaborations, and strong partnerships within the diplomatic and hospitality sectors,” he shares.
Globally, Cotnari continues to expand across Europe, Asia, and the Americas. “We focus on relationships, not transactions — that’s how we grow.”

Early Success and Future Ambitions

Cotnari’s journey in India is still young but promising. “Sales are at an early stage, but interest is growing among importers, hotels, and diplomatic channels,” says Mihai. “To accelerate growth, we plan to educate consumers about Romanian wines and introduce tailored collections suited for Indian preferences.”

The Art of Selling Wine

When asked what makes a great salesperson, Mihai is quick to answer: “Empathy, integrity, and vision. You must understand people, believe in your product, and be patient enough to build real trust. In the wine business, it’s not about selling — it’s about building relationships that last.”

Strengths, Weaknesses, and Lessons Learned

“My greatest strength lies in connecting people and creating partnerships based on trust,” he reflects. “I bring energy and long-term perspective to every project. My weakness? Sometimes I’m too passionate about perfection — I want everything to reflect the highest standard.”

Profit, Loss, and the Power of Resilience

“Both profit and loss are part of growth,” Mihai says thoughtfully. “When things go well, I study why. When challenges appear, I see them as feedback, not failure. Resilience and constant improvement are key to keeping a brand strong.”

Teamwork and Collaboration in India

“Working with people in India has been inspiring,” he says with enthusiasm. “The openness and creativity I’ve experienced here are remarkable. Building our local team means sharing values, not just strategies.”

Global Networking and Technology

“Networking is the foundation of our expansion,” Mihai explains. “We’ve built partnerships across Europe, Asia, and the Americas, always based on shared trust. Technology plays a big role too — from digital marketing and CRM systems to virtual tastings, it helps us stay connected with global partners in real time.”

Mentoring the Next Generation

Mihai also believes in guiding young professionals. “I’ve trained several junior colleagues in export, negotiation, and market development. Watching them grow into confident professionals is one of the most rewarding parts of my job.”

Looking Ahead: Cotnari’s Vision for India

“Our next step is to establish long-term partnerships with importers, hotels, and diplomatic suppliers to ensure continuous visibility for Cotnari wines in India,” Mihai concludes. “We’re also curating a special collection designed to suit Indian tastes. For us, India is not just a market — it’s a partnership for the future.”

✨ Through his passion and dedication, Mihai Necula continues to bridge Romanian tradition with global innovation — one glass of wine at a time.

Written by Shiva Nayak, a Director & writer covering global business, trade, and emerging markets.