LILIAC WINERY
ARCHITECTING A PREMIUM WINE BRAND FROM THE GROUND UP.
THE PROBLEM
AMB Wine Company entered the market with a young, poorly managed vineyard in Lechința, Transylvania—an unfamiliar region with no premium reputation. The winery lacked operational structure, consistent output, and a clear strategic direction.
Meanwhile, the Romanian wine market was shaped by strong traditional biases: skepticism toward minimalist design, resistance to screw caps, and disbelief that premium red wines could come from Transylvania. Competition was dominated by large-scale producers and well-established premium wineries, making it difficult for a new brand without heritage to be taken seriously.
The challenge was not simply to launch a wine—it was to build a premium business in a market conditioned to reject it.
OUR SOLUTION
As Executive Manager, I architected the entire business and brand ecosystem—from vineyard rehabilitation and winemaking operations to product architecture, pricing, distribution, and consumer behavior strategy.
I designed a three-tier brand portfolio (Liliac / Crepuscul / Young Liliac), secured national HoReCa distribution, and engineered creative go-to-market programs that accelerated visibility and adoption.
To overcome entrenched biases, I executed Romania’s first multisensory wine launch, applying behavioral science and sensory design to reset how critics and sommeliers evaluated the wines.
The result was rapid market traction, sold out in the first year, and the foundation of a premium brand identity that remains central to Liliac Winery today.
64%
INCREASE IN WEBSITE TRAFFIC
100K
MEDIA COVERAGE
52%
UPLIFT IN SOCIAL MEDIA
