Gina Pană (DAR 1892): Our heritage is a source of creative freedom

As Senior Marketing Manager Wines, Gina Pană leads the marketing strategy, brand development and communication for the entire still wines and sparkling wines portfolio of Domeniile Alexandrion Rhein 1892. Her role is to identify sustainable growth opportunities and transform the winery’s heritage and authenticity into distinctive, contemporary brand propositions that are relevant to today’s consumers.

She developed Untamed Heritage as the strategic platform and identity that brings the winery’s diverse portfolio together under one compelling vision, while allowing each brand to retain its individual character. She has also led the strategic reorganisation and premiumisation of the portfolio, including the repositioning and rebranding of key brands such as Prahova Valley, Hyperion and Theia, as well as the development of integrated communication platforms, innovation projects and consumer experiences.

Gina Pană’s responsibilities cover the full brand-building process – from portfolio architecture, positioning and product innovation to integrated campaigns, experiential marketing and go-to-market strategies across retail, HoReCa and digital. She focuses on ensuring that every initiative strengthens brand equity while also generating awareness, trial and sustainable commercial growth.

In parallel, she is responsible for developing the international partner brands Bottega, Pommery and Trapiche in Romania, translating their global positioning into locally relevant strategies and growth opportunities.

What is the #1 change that you have applied following BRAND MINDS?

My participation in BRAND MINDS came after an extensive process in which we had redefined the identity and strategy of Domeniile Alexandrion Rhein 1892, reorganized our portfolio and developed our new communication platform, “Untamed Heritage.”

The platform was built around a simple belief: tradition was never created by simply following the rules. It was created by people who had the courage to challenge conventions, experiment and do things differently. We therefore wanted to reinterpret more than 130 years of winemaking heritage through a bold, contemporary and distinctive identity.

BRAND MINDS confirmed that we were moving in the right direction, but it also changed the way I evaluated our marketing initiatives. The most important change I applied was moving from assessing each campaign individually to asking how every initiative contributes to one coherent, long-term brand-building system.

This made us more disciplined in applying the strategy consistently across the entire portfolio, while allowing each brand to express it through its own personality. It also changed the questions we ask before making a marketing decision: does this idea reflect who we are, does it strengthen our distinctive identity, and will it contribute to how people remember us over time?

The main lesson I applied following BRAND MINDS was that a strong brand is not built through isolated campaigns or by reacting to every new trend. It is built when every decision, across every brand and consumer touchpoint, contributes consistently to the same long-term vision.

How is AI changing what leadership means inside Domeniile Alexandrion Rhein 1892?

AI is changing leadership by expanding what teams can create and, at the same time, making clarity of direction and human judgment more valuable than ever.

At Domeniile Alexandrion Rhein 1892, we use AI as part of the production process for some of our social media content. It allows us to explore new creative territories and bring complex visual ideas to life more efficiently, particularly the symbolic and surreal compositions inspired by our “Untamed Heritage” platform.

Our surreal visual language is rooted in the brand strategy, while AI expands the ways in which we can bring it to life. Through this combination, we can express ideas such as heritage, craftsmanship, the passage of time and the relationship between nature and human creativity in ways that conventional product photography cannot always capture.

Every execution begins with a clear communication objective and a human insight. Our team defines the concept, symbolism, art direction and composition, while AI helps us explore and execute the idea. The final selection is also a human decision, based on whether the content feels authentic and contributes to the identity we are building.

This has changed my role as a leader. I need to create a clear strategic and creative framework, encourage the team to experiment with new possibilities and give people the confidence to combine technology with their own expertise and imagination.

It also means building a culture in which speed does not replace reflection. AI can give us more options, but leadership means knowing which option is right for the brand—and sometimes deciding that none of them is.

For me, leadership in the age of AI means creating an environment in which technology amplifies human creativity. AI helps us imagine and execute more, while people continue to provide the purpose, emotion and meaning behind everything we create.

What is the story of Domeniile Alexandrion Rhein 1892?

The story of Domeniile Alexandrion Rhein 1892 began in 1892, when the Rhein & CIE winery was established in Azuga by Wilhelm Rhein, at the request of King Carol I. The location was chosen for its exceptional conditions for producing sparkling wine.

It was there that Rhein Extra began to be crafted using the traditional method. The wine soon found its place at royal tables, became the official sparkling wine of the Romanian Royal House and was served at the Coronation of King Ferdinand I.

This remarkable chapter is the historical foundation of Domeniile Alexandrion Rhein 1892. Today, we carry that legacy forward through our vineyards, our winemaking expertise and a diverse portfolio of still and sparkling wines.

When we began redefining the identity and strategy of the winery, our responsibility was not simply to preserve this history, but to make it meaningful for a new generation. This heritage became the foundation of “Untamed Heritage,” our contemporary expression of a story that continues to evolve.

We respect the craftsmanship, knowledge and connection to the land that have shaped our wines, while constantly looking for new ways to develop and express them. Our past gives us credibility, but it is what we choose to do with that legacy today that keeps it alive.

The story of Domeniile Alexandrion Rhein 1892 began at royal tables, but it continues through our ambition to write a new chapter for Romanian wine.

How does Domeniile Alexandrion Rhein 1892 stay relevant to contemporary consumers?

We stay relevant by understanding that consumers have different expectations and occasions, and that each brand in our portfolio needs to connect with them in its own way.

We also believe that contemporary consumers are not rejecting tradition. They are rejecting the rigid, distant and sometimes overly complicated way in which tradition is presented. Our role is to translate our heritage into the language and experiences of today without losing its authenticity.

The Prahova Valley campaign, “Stinge ofurile. Dă-i cu șprițul.”, is one of the clearest examples. We started from the șpriț, a familiar Romanian consumption ritual, and transformed it into a bold, humorous and contemporary communication platform.

The campaign challenges the idea that wine must always be serious or governed by complicated rules. It brings wine closer to real life: spontaneous moments, time spent with friends and the freedom to enjoy it in your own way. We then brought the same idea consistently into social media, retail, HoReCa and live consumer experiences.

At the premium end of our portfolio, relevance takes a different form. Through Hyperion and Theia, we reinterpret Romanian terroir using contemporary design, artistic storytelling and curated experiences. Through Rhein Extra, we bring a sparkling-wine tradition dating back to 1892 into modern celebrations and cultural contexts.

We also know that relevance cannot be created through communication alone. Our brands need to be visible, available and recommended in the places where people actually discover, choose and enjoy wine—from retail and online platforms to restaurants, festivals and tastings.

For Domeniile Alexandrion Rhein 1892, staying relevant means remaining true to our identity while continuously finding meaningful ways to become part of consumers’ lives.

What does “Untamed Heritage” mean for the personality and creative direction of Domeniile Alexandrion Rhein 1892?

“Untamed Heritage” expresses the creative tension at the heart of Domeniile Alexandrion Rhein 1892: a deep respect for tradition combined with the courage to challenge convention.

“Heritage” represents more than 130 years of history, winemaking knowledge, craftsmanship and connection to the land. “Untamed” represents the courage, freedom and spirit of innovation required to carry that heritage forward.

The platform begins with our belief that tradition was never created by simply following the rules. It was created by people who experimented, innovated and had the courage to do things differently. We therefore see our heritage not as a rigid set of codes, but as a source of creative freedom.

This gives Domeniile Alexandrion Rhein 1892 a personality that is confident, refined and authentic, but also bold, expressive and unexpected. We want the brand to feel premium without becoming conventional, rooted in history without becoming nostalgic, and knowledgeable without becoming distant.

Creatively, this means moving beyond the familiar imagery of the wine category. Bottles, glasses and vineyards remain part of our world, but we reinterpret them through symbolism, artistic compositions and surreal elements. This allows us to express ideas such as time, craftsmanship, nature and transformation in ways that conventional product photography cannot always capture.

The objective is not to create unusual images simply to attract attention. It is to build a distinctive and recognizable visual universe in which every element has meaning and contributes to the memorability of the brand.

The platform also gives each brand in our portfolio the freedom to develop its own personality. It becomes bold, humorous and culturally relevant for Prahova Valley, more refined and artistic for Hyperion and Theia, and connects historic craftsmanship with contemporary celebration for Rhein Extra.

Ultimately, “Untamed Heritage” means that we do not choose between tradition and modernity. We use the creative tension between them to remain unmistakably rooted in our origins while continuing to move forward.

How is Domeniile Alexandrion Rhein 1892 bringing the story of Romanian winemaking to a growing international audience?

We believe Romanian wine can become internationally relevant by confidently expressing what makes Romania distinctive.

For Domeniile Alexandrion Rhein 1892, this means combining international standards of quality and premium brand building with elements that are authentically Romanian: our terroir, our history, our craftsmanship and grape varieties such as Fetească Neagră and Tămâioasă Românească.

At the pinnacle of our winemaking stand the DAR 1892 wines, created as the highest expression of our expertise and ambition. DAR 1892 White received a Grand Gold Medal at Mundus Vini, while DAR 1892 Red received a Gold Medal. These distinctions are particularly meaningful because they demonstrate that premium Romanian wines can earn recognition at the highest international level.

Over the years, wines across the portfolio of Domeniile Alexandrion Rhein 1892 have received significant recognition at major international competitions. Most recently, Hyperion Fetească Neagră 2021 and Hyperion Tămâioasă Românească 2024 were each awarded a Gold Medal at Mundus Vini 2026. This consistent recognition confirms both the quality of our wines and the potential of Romanian winemaking on the international stage.

However, awards open the door; a distinctive identity and a memorable story allow us to build a lasting relationship with international audiences.

We bring this story to consumers and industry professionals through international competitions, wine fairs, trade partnerships, distributor development and curated tasting experiences. Each interaction is an opportunity not only to present our wines, but also to introduce people to the diversity, heritage and future potential of Romanian winemaking.

Our ambition is not simply to export more bottles. It is to contribute to building Romania’s reputation as a modern, distinctive and premium wine-producing country.

What is the main challenge for Domeniile Alexandrion Rhein 1892 today, in the era of AI?

The main challenge for Domeniile Alexandrion Rhein 1892 is ensuring that our distinctiveness remains meaningful, recognizable and uniquely ours as AI makes sophisticated creative execution accessible to every brand.

We see AI as a major creative opportunity. However, as access to these tools becomes universal, technology itself can no longer be a source of differentiation.

Our use of surrealism helps us stand apart from the conventional imagery of the wine category and express our heritage in a more emotional and memorable way. But surrealism alone is not a brand identity. Without a clear strategy, it can become simply a visual effect that others can reproduce.

Our challenge is therefore to ensure that every visual is unmistakably connected to “Untamed Heritage” and to the identity of Domeniile Alexandrion Rhein 1892. This comes from the meaning behind the image, the symbolism we use, the consistency of our art direction and the human judgment guiding every execution.

The challenge is not simply to create content that looks different. It is to ensure that every creative choice has meaning and that our communication remains recognizably ours.

In the era of AI, true differentiation will not come from access to technology. It will come from having an original point of view and the discipline to express it consistently.

What does a human-driven future look like for Domeniile Alexandrion Rhein 1892?

A human-driven future for Domeniile Alexandrion Rhein 1892 is one in which technology works in the service of people, creativity and the brand—not the other way around.

Wine will always remain profoundly human. It begins with people who understand the land, observe nature and combine knowledge with intuition. It is shaped by craftsmanship, patience and decisions that cannot be reduced entirely to data.

Wine also becomes meaningful through human connection: a conversation around a table, a celebration, a festival, a tasting or a relaxed șpriț shared with friends. Technology can support these moments and help us tell their stories, but it cannot replace the emotion behind them.

A human-driven future means that the possibilities created by technology allow our teams to focus even more on what truly builds value: understanding consumers, developing meaningful ideas, working closely with our winemakers and creating memorable experiences around our wines.

It also means keeping people visible at the heart of Domeniile Alexandrion Rhein 1892: our winemakers, our teams, creators, partners and consumers. Their knowledge, perspectives and experiences give the brand its credibility and emotional depth.

The future is not about choosing between heritage and innovation or between people and AI. It is about using technology to carry our heritage forward while preserving the imagination, judgment and connection that give it meaning.

For Domeniile Alexandrion Rhein 1892, technology will help us move faster, but people will continue to decide where we are going.