In a dynamic market where product distribution is becoming increasingly competitive, Monica Dinu has successfully transformed Old Team Distribution into a benchmark for quality and reliability, where major brands stand alongside boutique wineries. With solid experience in the field and a clear vision of how the business should evolve, she has built not just a company but a community based on trust and long-term partnerships, establishing herself as a resilient entrepreneur in Romania’s business landscape.
What does Old Team Distribution represent for the Romanian wine market? And for the HoReCa industry?
One word: partner. And in our case, this is not just a word—it is a reality that defines our identity. From the moment we entered the market, we needed to establish a differentiator. We chose to focus on a category that, at the time, was underrepresented in the portfolios of existing distributors and decided to maximize its potential within Old Team: wines. Primarily local wines, but over time, we have also built a strong portfolio of imports. We promoted wineries that were virtually unknown at the time, championed quality and premium wine consumption, and ensured the presence of both well-established partners and smaller wineries that lacked the resources to enter the market on their own.
The same principle applies to our relationship with HoReCa. Since the beginning, entering an already well-structured market, we approached HoReCa clients with great attention to their specific needs and provided them with value-added services, from consultancy in crafting wine and beverage menus, specialized training, and dedicated events to guidance in marketing and communicating their wine selections. To further strengthen our differentiation, we expanded our portfolio with new product ranges, keeping a close eye on national and international consumption trends.
In short, we have actively contributed to the growth and refinement of wine consumption within HoReCa. A famous marketing campaign once stated: "When you are only number 2, you try harder." We embraced this philosophy and made it our own, becoming the most relevant player in the market's wine distribution sector, offering the most diverse and comprehensive wine selection, with the largest number of labels and wineries in our portfolio.
How has the company’s business model evolved from its inception to today?
Our business model has been clearly defined from the very beginning. We positioned ourselves as a distributor with the primary goal of growing the wine market. We worked towards this goal, shifted mindsets, changed industry paradigms, and expanded our portfolio by introducing new categories such as specialty juices and beers. We also strengthened our presence in the spirits category without losing focus on the product that brought us here: wine. Today, we are arguably the most significant "pure-blood" HoReCa distributor across all beverage categories.
In previous interviews, you frequently mention that the team is the most important asset of your business. How has the Old Team Distribution team evolved over these 15 years?
Calling it "the most important asset" does not fully capture the team’s significance throughout this journey. The Old Team has been the vital growth factor, the fundamental pillar of stability, and will remain the driving force behind our position as a market leader in this category.
Symbiosis – Our team has adapted, acted, and evolved according to Old Team’s needs and strategy, while Old Team has, in turn, adapted, listened, and fulfilled the needs of its team members, allowing them to achieve and surpass their professional and personal development goals. This symbiosis has worked so well that, in some cases, team members have been "forced" to grow, and even the top performers continue to find new horizons and set new objectives.
The performance of each individual determines the performance of the team, and the team’s performance helps every one of us evolve.
What type of people do you look for when expanding your team?
All our colleagues share two essential traits: a passion for the industry and a drive for excellence. Everything else can be learned. We are highly attentive to organizational culture, providing our team with motivation and continuous challenges because we believe that learning never stops. The biggest danger is complacency—resting on your laurels and thinking you already know everything.
What are the most valuable leadership and management lessons you have learned in this industry?
Over the years, I have observed that the power of leading by example is immense and that people value honesty and common sense the most when making management decisions. I have learned that honesty fosters trust, and trust drives performance.
Regarding leadership: a true leader supports their team, makes well-grounded decisions, and contributes to the growth of others by inspiring and motivating them.
What does digitalization mean for a distribution-focused business?
It is difficult to define digitalization because, in reality, it is the future. Today, it is a "must," and soon, it will be an absolute necessity for survival in this industry. You simply cannot operate efficiently and correctly serve hundreds or thousands of clients while managing thousands—or even tens of thousands—of stocked products without a digital mirror of your business.
Beyond that, digitalization will allow us to respond immediately to market challenges, urgent issues, or evolving demands. The next step in digital transformation is leveraging AI tools to rapidly interpret market signals, process them in real time, and respond with high accuracy and speed.
A distributor's wine portfolio is critical. What are the key principles behind your selection process? Do you have a guiding philosophy?
Today, this is widely recognized, but 15 years ago, it was far from being the case. From the outset, we positioned ourselves as wine specialists and industry partners, building the most extensive and diverse selection of Romanian wineries and imports. We understood early on that the wine selection would be a defining factor over time, and we acted accordingly. Today, together with our partners, we are reaping the rewards of the portfolio strategy that Old Team has upheld from the beginning.
Our selection principles fall into two categories: objective criteria, such as quality, brand recognition, ensuring diversity and representation from different wine regions, and a strong price-to-quality ratio and subjective criteria, based on our industry expertise—elements we instinctively recognize after years of evaluating wines. These allow us to identify promising but lesser-known players who have the potential to become future industry stars.
This combination of criteria and in-depth industry knowledge has brought us to where we are today—and will likely ensure our continued success.
How do you maintain relationships with wineries and producers? What do you value most in a long-term partnership?
We have partners with whom we have grown the market, partners we have helped launch, and partnerships with both major wineries and smaller producers who rely solely on one distributor.
The key is personalized relationships — understanding that, through effective client segmentation, we can find a place for every winery in the market. Each producer has different expectations: some seek high volumes, while others prioritize correct portfolio placement and are satisfied with selling just a few dozen bottles. The challenge is to align their expectations with market demands.
The Romanian consumer market has changed significantly in recent years. What wine trends are gaining popularity? How do you adapt?
The most evident shift is a rise in quality. If we compare today's wine lists with those from 12–13 years ago, we would hardly recognize anything, which is entirely natural.
Consumers have become more refined, and their choices are increasingly driven by the balance between quality and price. Sparkling and white wines have gained popularity, along with low- or no-alcohol wines and aromatized varieties that appeal to younger audiences.
For us, adaptation is second nature—we have been doing it from the very beginning. Challenges keep us flexible, alert, and proactive.
How important are events for Old Team Distribution? How have they helped you connect with your audience and partners?
We have been pioneers in this field, becoming the first distributor to forge partnerships with industry events, organize specialized retail spaces at these events, and work alongside organizers to bring as many HoReCa operators as possible.
We were also the first distributors to organize our own events, giving us a unique advantage in fostering relationships with both wineries and the public. This continuous engagement has given us invaluable market insights, allowing us to adapt and cater to the needs of both sides.
If you had to describe yourself using only the elements of a wine bottle label, what would they be?
Sparkling Wine
Traditional Method
Brut Nature
