After a successful year of launching the inaugural batch of experts and ambassadors, we’re excited to announce the second batch for 2026, featuring two influential voices in the global beverage industry: Marinela Ardelean and Irem Eren.

For wine and beverage brands looking to grow in the US market, understanding how to position your product and connect with the right buyers is critical. That’s why Beverage Trade Network (BTN) created the Regional & Category Experts Program, an initiative designed to help producers get closer to market expectations and commercial success.

We’re proud to announce that two internationally respected professionals, Marinela Ardelean and Irem Eren, are joining the program for 2026. Each will contribute their category and regional expertise at the Sommeliers Choice Awards (on-premise and hospitality sector)

Both experts will also lead exclusive webinars to share insights directly with producers ahead of the competition season.

About Beverage Trade Network (BTN)

Beverage Trade Network is a global platform helping beverage producers connect with buyers, importers, distributors, and media across the UK, US, Europe, and Asia. With leading industry events, competitions, and business tools, BTN supports producers from product development through to go-to-market strategy.

Why the Experts Program Matters

Our Regional & Category Experts provide:

1. Clear feedback on what buyers in their market are looking for

2. Input into category structure, scoring, and entry guidance

3. Thought leadership through webinars, content, and brand education

This program is designed to prepare producers for success before and after the competitions, helping them gain recognition and distribution.

Marinela Ardelean

Expert for Eastern Europe and Premium Wine Brand Positioning
Based in: Romania & Italy

Marinela is one of Eastern Europe’s most influential wine ambassadors. As founder of RO-Wine and Wines of Romania, and with a professional background spanning luxury branding, event curation, and international trade, she is a tireless advocate for Romanian wines.

With advanced degrees in marketing and law, and sommelier credentials from Italy and France, Marinela brings strategic and cultural insight into how emerging regions can compete on the global stage. She will guide emerging producers on how to elevate their wines to compete on the global premium shelf, particularly in the US market.

Her Influence:

1. Founder of RO-Wine, Romania’s first premium wine fair

2. Creator of Wines of Romania, a global platform spotlighting Romanian producers

3. Author of acclaimed books including:

           - “The Wine Book of Romania” (series)
           - “Țara și Vinul”
           - “50 vini di Romania incontrano 50 piatti italiani d’eccellenza”

4. Advisor to the Romanian Minister of Agriculture

5. Brand ambassador for key Romanian wine and spirits brands

6. Speaker and judge at international wine events across Europe and Asia

Irem Eren

Expert for No & Low Alcohol and Rosé Categories
Based in: EU 

With a science and marketing background, plus deep category experience, Irem Eren is one of the most forward-thinking voices in the No and Low Alcohol space. She has worked at Familia Torres, led strategy at BevZero, and now works with Solos Technology, while also serving as a WSET educator and global competition judge.

Irem’s insights cover technical development, buyer expectations, and how to make no/low products resonate with wellness-driven consumers in both retail and on-premise. Irem will help brands refine their offer, avoid commodity-style traps, and craft products that resonate with health-conscious, social, and sober-curious consumers.

Her Experience Includes:

1. Business Development Director at BevZero, global leaders in dealcoholization technology

2. Now part of Solos Technology, advancing next-gen beverage solutions

3. Former roles at Familia Torres, a global leader in sustainability and premium winemaking

4. WSET Diploma holder and current Master of Wine candidate

5. Educator and editor at WSET

6. Judge at multiple global wine competitions

Why these Categories? Why Now?

BTN is doubling down on categories that are gaining buyer attention and shelf space in global markets:

1) Eastern European Wines: Regions like Romania, Moldova, Hungary, and Georgia are producing world-class wines,  but still struggle with brand recognition, export positioning, and retail shelf access. With rising quality and competitive value, BTN sees Eastern Europe as one of the most upwards growth categories in global trade.

2) No and Low Category: The No & Low Alcohol segment is no longer niche; it’s a multi-billion-dollar category. Retailers are expanding shelf space, younger consumers are drinking less but better, and functional beverage trends are blending into wine and spirits. 

3) Rosé category: Rosé, on the other hand, continues to dominate warm-climate markets and overperform in premium casual dining and lifestyle spaces.

Why This Matters for Brands

If you’re entering the Sommeliers Choice Awards, Marinela and Irem will help ensure your product is seen through the lens of real market viability, not just technical quality.

Through their guidance and their live sessions, producers will gain access to the kind of strategic insights that typically take years of trial and error to learn.

This is about more than winning medals. It’s about getting distribution-ready, retail-credible, and consumer-resonant.

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