In the historic Huși region of Romania, wine is far more than a commodity, it is a cultural vessel. For Crina Dulute, co-owner and Marketing Manager of Domeniile Averești, the family’s 150-year-old estate is not just a legacy to be preserved, but a global brand to be built. Today, she is leading a sophisticated mission to elevate Romania’s noble grape varieties, positioning them on the world’s most prestigious tables, one bottle at a time.
At the heart of the Domeniile Averești portfolio are three indigenous treasures: Fetească Neagră, Busuioacă de Bohotin, and Zghihară de Huși. For generations, these varieties remained local secrets. Crina’s vision is to rewrite that narrative, introducing the global elite to Romania’s vinicultural excellence through a blend of storytelling, precision, and elegance.
Her strategy is a masterclass in global branding. While championing local heritage, the winery also cultivates international classics like Cabernet Sauvignon. This creates a “terroir bridge,” using a familiar wine language to introduce international collectors to the unique, untamed character of Romanian grapes.
Breaking into the guarded world of luxury wine exports was no small feat. “Convincing international markets to give a chance to our native grapes was one of the hardest challenges,” Crina shares. But her relentless pursuit of excellence has yielded definitive results.
Domeniile Averești has become a fixture on the podiums of the world’s most elite competitions, including the Concours Mondial de Bruxelles, Mundus Vini, and the International Wine Challenge. Perhaps the most significant victory came when Zghihară de Huși – once an underdog unknown beyond Romania’s borders – earned international validation. It was proof that Romanian heritage doesn’t just belong in history books, but on the world stage.
Crina Dulute’s roadmap is as ambitious as it is intentional. Her three-year strategic vision involves establishing Fetească Neagră and Busuioacă as flagship Romanian labels in premium restaurants worldwide, from Paris to Singapore.
Simultaneously, the winery is investing in the Luxury Travel sector. A state-of-the-art tasting room and boutique wine shop are currently in development at the estate. This move transforms the vineyard from a production site into a premier destination for global travelers seeking authenticity and tradition in its most refined form.
The stewardship of Crina Dulute represents a pivotal Brand Insight: the power of transparency and terroir. By marrying a deep respect for 19th-century history with a progressive, sustainable mindset, she is effectively rewriting the global perception of Eastern European wine.
For the audience of Millionaire Prism, Crina’s journey is a testament to the fact that “local” is never a limitation. With every medal won and every new market entered, she is proving that when tradition is paired with visionary marketing, a brand becomes a legacy.
