Romania’s Profi Restructures Wine Offering Using Artificial Intelligence

By Branislav Pekic
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Romania’s Profi Restructures Wine Offering Using Artificial Intelligence

Romanian retailer Profi has restructured its wine offering around a new brand, Crama Somelierilor, which it says was developed entirely by artificial intelligence.

Using AI, Profi developed dozens of branding concepts, as well as 100 different name variants, before settling on Crama Somelierilor, which translates as 'Sommelier Winery'.

New Technology

With the completion of this project, Profi said that it is laying the foundations for an AI department that will harness the new technology to contribute to the evolution of the company.

Gabriela Sirbu, director of sustainability at Profi, explained, "The collaboration between machine and man gave life to our new brand – making it authentic and relevant for customers. With all these technological advantages, one thing remains clear: artificial intelligence does not work well enough without humans.”

Profi Network

With 28,000 employees in 1,653 directly-owned and franchised stores present in more than 800 urban and rural locations, Profi is one of the largest private employers in Romania.


The company operates four store formats – Profi Super, Profi City, Profi Go, and Profi Loco – offering 5,000 SKUs to the over 1.4 million customers who make their daily purchases in these stores.

Over 94% of these products come from suppliers in Romania. The turnover of the network, of RON 11.6 billion (€2.4 billion), places the company in third place in Romanian retail.

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