Crama Jelna, located in the Lechința vineyard in the heart of Transylvania, is a place where wine, gastronomy, and hospitality blend into one complete experience. From the very first initiatives, starting with the opening of a small and intimate guesthouse right in the middle of the pandemic, to the development of a true resort with a four-star hotel, farm-to-table restaurant, SPA, event and conference hall, Jelna has managed to transform wine tourism into a landmark for the region and a source of local pride.
Here, every glass of wine tells the story of the terroir and of the hardworking people who put their heart into everything they do. The restaurant brings to the table local products creatively reinterpreted, themed events bring life to the winery’s courtyard and terraces, while summer evenings turn into unforgettable parties with wine, music, and gastronomy.
For Ciprian Macavei, representative of Crama Jelna, this blending of wine and tourism is an investment in brand promotion and in building a wine culture in Romania. Today, visitors from all over the country - and increasingly, foreign tourists as well - discover here a universe of relaxation and simple joy, taking home with them the wines and memories lived among the vineyards.
What determined owners to invest in wine tourism (hotel, restaurant, event hall), in addition to wine production?
Completing the experience. Wine tourism in Romania is not fully exploited, and many of us choose to travel abroad in order to enjoy a complete experience: wine, food, story, relaxation.
From the richness of this land’s perspective, we can say we are in a small “Tuscany of Romania,” here in the heart of Transylvania. We also have a community of hardworking and skilled people, which helps us bring to the restaurant a lot of raw products directly from local producers.
How has wine tourism at Crama Jelna evolved over the past 3-4 years, from the first initiatives to the current level?
We started this part of wine tourism with a small 8-room guesthouse, opened right when the pandemic hit. I can say that one of the positives of the pandemic was that, since we couldn’t travel abroad, we began discovering the beautiful places in our own country. That was the moment we decided to expand our story and build a 4* hotel, a SPA center, an event and conference hall, and a farm-to-table restaurant.
What types of themed events do you organize monthly, and how do you manage to combine wine, gastronomy, and music into a complete experience for visitors?
All our events are with and about wine. The wines of Crama Jelna bear the signature of oenologist Darius Pripon, a passionate creator who manages to capture, in every bottle, the authenticity of the Lechința terroir and to blend tradition with innovation.
In addition to our classic standard tasting packages, we take advantage especially of summer to organize outdoor events with different themes (Mediterranean, Romanian, Steak Day, brunches, rooftop parties), as well as wine tasting evenings paired with food.
How important is it for you to use local ingredients and promote Transylvanian gastronomy within the restaurant and your events?
I strongly believe that, beyond the classic pairings we learn about in books, the best pairing is local food with local wine. Through local food and drink, you can best feel the culture of the place.
What categories of tourists visit you most often (locals, tourists from other regions of Romania, foreigners), and what are they looking for at Crama Jelna?
The majority of tourists are from Romania, coming with the purpose of relaxing and discovering the experience of the place. It is encouraging that, in recent years, we have also welcomed groups of foreign tourists coming for wine tastings.
Do you view these events and the tourism side as a separate source of income or more as an investment in promoting the Jelna brand and wines?
The tourism side has contributed a lot to both brand promotion and growth in the wine segment, since most tourists leave with wines they’ve enjoyed here and want to share with friends the experience they had with us.
What concrete effects have you noticed in terms of Jelna’s brand awareness and perception since you started organizing events and welcoming tourists?
With the opening of the resort and the organization of events, new channels for promoting our wine have also appeared throughout the country.
What medium and long-term plans do you have in the area of wine tourism and visitor experiences?
Our investments haven’t stopped since we started the wine tourism story, and for the future we are preparing to increase the number of accommodation spaces, build small cottages overlooking the vineyard, and arrange an outdoor pool right in the winery’s courtyard.
Your favorite type of event?
I can’t wait for next summer to once again organize, on the terrace in the apple orchard, the gastronomic-themed evenings that turn into unforgettable parties.
Your favorite wines (white and red grape varieties)?
I’m a fan of acidity, so on the white side I prefer Sauvignon Blanc, and when it comes to red wine, Navicella completely fulfills my palate with its tenderness.
P.S. I’ll share a little secret: soon we’ll also release a sparkling wine made by the traditional method.
Three words that describe an experience at Crama Jelna?
Authenticity, joy, tranquility.
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Alina Iancu
18/09/2025
