Ene Vasile, co-owner of Crama Strehan, speaks about the development of a wine project that blends interwar tradition, oenological innovation, and active involvement in local tourism. With a restored manor in the heart of Dealu Mare, strategic partnerships among wineries, and a long-term vision, Crama Strehan aims to become a regional landmark and a model of sustainability in the wine industry. From a terroir named after a local custom to collaborative wine tourism initiatives and the launch of a new wine range influenced by South Africa, the discussion revealed the philosophy of a winery that places patience, community, and storytelling at the heart of every bottle.

Briefly, how did you enter the world of wine?

Born and raised in Dealu Mare, alongside the businesses I’ve developed in my hometown, I’ve always had with the idea of getting involved in and promoting wine tourism in Dealu Mare. In 2017, I bought a manor in Tohani and 6 hectares of vineyard, and that’s when we started developing this business.

What does the “Strehan terroir” mean to you? How does this place translate into the taste of the wine?

The name Strehan comes from the name of the hill at the foot of which our estate lies and is inspired by a local custom called "shout at the inn" – a practice among merchants who traveled the old road connecting Brașov and Buzău and used to stop at this inn to trade. As a terroir, we refer strictly to a clay soil with plant residue, rich in minerals and nutrients, which gives a distinctive uniqueness to the wines we produce.

What role does the local community play in the life of the winery? Do you work with local suppliers, artisans, or craftsmen?

For us, the local community plays a very important role, as we only promote artisanal products, especially those from the Dealu Mare region.

How do you manage climate change in the vineyard? Have you noticed significant changes in how the grape varieties behave in recent years?

We can say that the global warming we’re currently facing has significantly affected vine cultivation. We manage this challenge with great care, through earlier grape harvesting, implementation of an irrigation system for the vineyard, and so on.

What can you tell us about the winery’s most recent releases? What story lies behind these wines?

Being a boutique winery, every label we launch has a unique story behind it. We’ve already launched two labels: Crama Strehan and Eglantina. Now, since our son is studying Oenology at Stellenbosch University in South Africa, together with our winemaker – who is also from that region – we’re preparing to launch a third label of wines, an event scheduled for February 2026.

How do you envision the winery 10–20 years from now? What legacy do you want to leave behind?

First of all, through all our actions, we want the Dealu Mare vineyard to become a national brand within the next 10–20 years, and Crama Strehan to be one of its main landmarks.

What is your relationship with time – both in the vineyard and in the cellar? How is patience cultivated in your profession?

Since we’re also active in other business areas, the time we spend in the vineyard or the cellar is very important to us because it's the time when we reconnect with ourselves. These are, in fact, the moments when we feel we can stop time altogether.

How do you feel about the growing competition in the boutique segment? Does it motivate you, or push you to reinvent something?

Competition is always beneficial and yes, it definitely motivates us to push our limits and create exceptional wines. The boutique area is actually the creative side of the wine industry.

If you could create just one memory for a visitor – one that would bond them for life to Strehan – what would that experience look like?

Domeniul Strehan appeared during the interwar period, specifically in 1939, and we believe that by presenting the history of our estate, we succeed in creating a lifelong experience – just as our slogan says: “Wines with the aroma of an idyllic past.”

What does wine tourism mean to you? What kind of experience do you offer to those who visit?

For us, wine tourism means promoting the Dealu Mare vineyard, and in this sense we’ve developed the "Wine Tour" project. It translates into a unique experience, thanks to the blend of three elements: Muntenian architectural style, local Muntenian gastronomy, and wines with the aroma of an idyllic past.

How did the idea of introducing a hop-on hop-off bus in Dealu Mare come about? What needs did you identify among tourists?

The main problem identified in Dealu Mare was transportation between wineries. Since visitors drink wine during tastings, we believed that introducing the sightseeing bus would both solve the transportation issue and offer a superb view of the vineyard from the height of the coach during transfers.

What exactly does this program involve? How many wineries are included and how does the route work?

The project currently includes 10 partner wineries plus Crama Strehan, which initiated the project. The list remains open to all wineries wishing to join. The experience includes visiting two wineries with tastings, transfers between them via the sightseeing bus, and round-trip transport from Bucharest/Ploiești to Dealu Mare. The program runs every two weeks, from the greening of the vines until late autumn.

What feedback have you received so far from visitors? How has this initiative changed tourist flow in the region?

The feedback has been positive, and all participants have encouraged us to continue the project. Guests now have the option to visit Dealu Mare year-round without worrying about transportation. Moreover, we aim to expand the project and attract tourists from other nearby cities (Buzău, Brașov, Brăila, Galați, Slobozia, etc.).

Collaboration among wineries isn’t always easy in a competitive industry. How did you manage to create a space of cooperation and trust?

Indeed, collaboration between wineries isn’t always easy, but when our shared goal is to promote the Dealu Mare vineyard, the result is guaranteed to be positive.

What does the idea of a “collective destination” in wine tourism mean to you? Can we speak of a community spirit in Dealu Mare?

Tourists visiting Dealu Mare are interested in seeing as many wineries as possible and having a multi-layered experience. So yes, from this perspective, we can absolutely speak of a “collective destination.”

How would you describe yourself using only the elements of a wine bottle label?

Currently, we’ve launched two wine labels that reflect our brand identity: the Crama Strehan label – through which we showcase the manor we are restoring and the Muntenian architectural style specific to our region – and the Eglantina wine label, which references the manor’s former owner and the wild rose flower, as well as a manuscript discovered in the manor’s foundation that testifies to the estate’s idyllic past. In 2026, we will launch our third label, inspired by an ancient Romanian tradition that we aim to reinterpret with a modern approach.

24/05/2025