LILIAC WINERY — AMB WINE COMPANY.

ARCHITECTING A PREMIUM WINE BRAND FROM THE GROUND UP.

OVERVIEW

When AMB Wine Company entered the Romanian market, Batoș was a young, underdeveloped vineyard in an unknown region. The winery lacked operational maturity, market relevance, and the credibility required for premium positioning. As Executive Manager, my mandate was to architect the entire business—from vineyard operations to brand ecosystem, pricing, distribution, behavioral market entry, and long-term commercial growth.

The result was a complete transformation: an innovative modern approach to a multi-brand portfolio, a sensory- and behavior-driven market intervention, and a national premium wine brand that sold out its full production year after year.

THE CHALLENGE

• Poor vineyard management & limited production

• Market resistance toward modern labels and packaging design, including screw caps

• Bias against premium wines from Transylvania

• No recognition for the Lechința wine region

• Entrenched competition from both volume giants and established premium wineries

• A 7-year break-even target with no initial market traction

The strategic question was not how to enter the market, but how to reshape it.

THE SOLUTION

I architected a 3-tier brand portfolio, developed during different years, with a strategic focus in the first year to a premium and exclusive brand, a premium-first distribution model, and a sensory-science market intervention that redefined consumer perception.

1. The Portfolio Architecture

• Liliac (Premium HoReCa): single-variety wines, Private Selection, high-price positioning

• Crepuscul (Retail Premium): cuvées built around the “after-work” concept with exclusive retail campaigns

• Young Liliac (Youth & Creatives): fresh early-release wine with Romania’s first UGC label design contest

  
  

2. Distribution & Pricing Strategy

• Premium-first HoReCa listings

• Controlled retail exclusivity

• Laddered pricing aligned with behavioral perception

• A direct-to-consumer creative ecosystem

  
  

3. Sensory & Behavioral Intervention

Romania’s first multisensory wine launch, engineered using Oberfeld’s research on light, sound, and taste perception to neutralize traditionalist bias and elevate perceived quality.

THE 6-PILLAR MODEL IN ACTION

SCIENCE

Behavioral segmentation across demographics, generations, and consumption rituals. Sensory perception research used to influence wine evaluation and overcome market bias.

SENSES

A fully engineered multisensory launch (light, sound, visual columns) shaped critics’ perception and re-anchored Liiac, The Wine of Transylvanian, as premium.

SOCIAL

A “train-the-trainer” system turned sommeliers and HoReCa staff into brand advocates. Young Liliac created a creative community that amplified visibility organically.

STRATEGY

A 3-tier business architecture designed for premium anchoring, retail scale, and long-term brand heat. Laddered pricing created a clear position, margin, and customer segmentation.

SUCCESS

Sold out from the first year. Premium positioning secured across the top HoReCa venues. Brand identity and portfolio strategy are still used today.

SUSTAINABILITY

A vineyard operational model, scalable brand ecosystem, and long-term commercial viability aligned with the founder’s 7-year break-even mandate.

RESULTS

• Full production sold out yearly

• Premium market positioning achieved from year one

• Sustained multi-brand performance

• Long-term asset value created for AMB Holding

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INSIGHT LAB