MOȘIA GALICEA MARE — A Multi-Sensory Journey into History, Wine, and Gastronomy

OVERVIEW

Moșia Galicea Mare belongs, by excellence, to a cultural heritage of immense significance for Romania—a history that has been continuously written for over 100 years and has now reached a new era of development. All this unfolds in the same cultivated, aristocratic, and refined spirit that honors the Belle Époque past.

THE CHALLENGE

Launching premium, mature, and exclusive wines on the market, designed for a hedonistic lifestyle—wines that awaken the senses and invite sophisticated culinary pairings.

SCIENCE: Different researchers show that pleasant sensations coming from the different senses can affect the overall experience of wine, and vice versa.

STRATEGY

• Chosen venue: The courtyard of the National History Museum of Transylvania—a historic heritage palace in Cluj, offering an outdoor space filled with historical relics. The courtyard was designed to recreate a part of the winery experience: vintage-inspired furniture and decorative pieces that evoke a bohemian atmosphere, framing the culinary stations and integrating them into the overall setting. This fusion and the careful selection of each element for guest service illustrated the winery’s identity: deeply rooted in tradition, with great attention to detail and quality.

• Organizing the launch event in a space that highlights the rich past of Moșia Galicea Mare while also hosting a modern gastronomic presentation.

• Conveying the experience consumers can have at the winery: exploring a restored Belle Époque estate, enjoying wines that showcase both terroir and state-of-the-art technologies, and experiencing a blend of luxury, history, and contemporary elegance.

• Replicating this captivating atmosphere in another location posed both a creative and a logistical challenge.

SENSES

• Location synergy: Bringing Moșia Galicea Mare’s Belle Époque story into the museum’s history-laden courtyard created a unique and authentic atmosphere.

• Culinary integration: Cooking sessions, carefully prepared dishes, and pairing with the estate’s wines underscored the brand’s premium, tasteful gastronomic identity.

• Lighting and timing: Transitioning from natural daylight to an evening event with warm lighting maximized the visual impact, increased guest engagement, and encouraged socializing.

• Heritage-meets-modern fusion: Successfully blending vintage colourful décor and serving elements with innovative cuisine highlighted the winery’s sophisticated style and the premium services it offers.

• Wine-tasting experience: The true highlight of the event was an immersive wine tasting, featuring the discovery of flavored premium and exclusive wines, each with a story deeply rooted in the winery's history.

• Music and atmosphere: The event's soundscape was thoughtfully designed with a playlist that mirrored the guests' experience, shifting seamlessly from the welcome to the networking portion.

  
  

SUCCESS

• Immediate Premium Positioning: Participants perceived Moșia Galicea Mare as a refined, exclusive brand, associating its wines with luxury, attention to detail, and culinary excellence.

• Enhanced Brand Recognition: Wine enthusiasts, gourmands, and lifestyle influencers appreciated and praised the innovative approach. The launch became a benchmark event in Cluj-Napoca for its out-of-the-box format.

• Captivating Historical Connection Reflecting the charm of the 100-year-old winery, guests were left with a lasting impression of Moșia Galicea Mare’s authenticity—rich in history yet offering modern and sophisticated experiences.

• Building Long-Term Relationships: The multisensory experience fostered connections with industry professionals, potential partners, and especially with consumers, paving the way for future collaborations as well as visits and events at the winery.