The Moldova Competitiveness Enhancement and Enterprise Development II (CEED II) project

The industry directly and indirectly employs approximately 200,000 people, mostly from rural areas, and generates an estimated 2.5% of GDP and 7% of the country's exports. Despite facing challenges such as the 2006 and 2013 Russian embargo, wine is one of the only products exported with its full value chain completed in country. Moldova is one of a handful of European wine-producing countries able to produce a wide range of wine styles, especially popular white varietals such as Chardonnay, but also great red cuvees, such as 'Negru de Purcari', traditionally ordered by the United Kingdom for their royal family. The industry directly and indirectly employs approximately 200,000 people, mostly from rural areas, and generates an estimated 2.5% of GDP and 7% of the country's exports. The USAID Moldova CEED and CEED II projects created a vision to enhance the overall competitiveness of the sector. This vision evolved with the sector, ranging from individual assistance to wine producers to a sector focus with government support. The sector steadily demanded improvement of the legal and regulatory framework, endorsement and positioning of Moldova in export markets, and supporting development of a national wine brand, increasing sales of quality bottled wine in Moldova, and support for the industry to come together around a common agenda and create a unique voice to advocate for reforms. Business-Oriented Wine Legislation has been implemented with international donor support of the sector beginning in 2010. The business-enabling environment for the wine sector showcases major improvements. Unprecedented reforms have been mobilized, including the passage of Law 262/12 in November 2012, which set up the public-private National Office for Vine and Wine and National Wine and Vine Fund valued at $3.2 million, primarily used for the campaign of the newly launched national brand. A Marketing and Promotional Platform for the "Wine of Moldova" was developed, impressively marketed, and launched by the U.S. Secretary of State John Kerry during his 2013 visit in Moldova. The new brand was also launched internationally in 2014 at the Prowein expo in Germany, where 30 international wine journalists, including editors of wine journals from Germany, Poland, Ukraine, Romania, China, and France, attended the press conference. More than 200 wine professionals participated in the seven master classes and tasted the selected Moldovan wines. Investments in New Technologies and Quality Wines have been made, with 20 companies investing about 21 million Euros in new equipment and vineyards using credits provided by the European Investment Bank. Increased productivity, modern technology, and streamlined sector strategies, such as the production of PGI/PDO wines and stimulating production of quality wines of indigenous varieties, have been part of the wine industry's strategy for product development to boost industry competitiveness and diminish the negative impact of the Russian embargo. Upgraded Wine Culture and Domestic Market Development have been achieved through local market assistance provided through wine culture events and trade enhancement activities. The first 33 professional Moldovan sommeliers have been trained by French experts, 13 of whom have been accredited and achieved a European Sommelier Diploma. The project succeeded in formalizing the sommelier profession in Moldova, which didn't exist until 2012, and wine culture has been spread to some 1,000 wine amateurs. Improved concepts and organization for the country's National Wine Day include several new elements, including Wine School.