Il vino è roba da grandi?
Ciao! Sono Sofia Sandroni, ho 21 anni, sono socia e segretaria della WINExcel Association, fondata da mia zia, Mihaela Cojocaru. Grazie a lei, che lavora nel…
Read →Hi, I’m Mihaela
I teach and support wine professionals in programmes on internationalisation, sales, Wine English and marketing, sharing hands-on experience and strategies to achieve concrete results.
My story
I have lived export first-hand
I know the challenges of export because I have lived them: the fear of making mistakes, rejections that seem to block every step, clients who disappear without explanation, the pressure of ever more ambitious sales targets. I know how much the desire to improve and make a difference matters.
The WINExcel Coaching Program was born from my twenty years of experience in export and took shape working with my students, guiding their project work: what emerged from the results is a practical, effective and repeatable method.
With me you get constant support, based on direct experience and proven strategies, to consolidate your brand on international markets and build lasting relationships of trust.
The journey
The main milestones
- 2007
I started in wine as a secretary, then in hospitality and as export manager for a large Apulian winery, Apollonio Vini.
- Training
Level 4 of the Wine & Spirit Education Trust in London (DipWSET), AIS Sommelier, WSET Educator, RINA-certified Export Manager.
- Teaching
Courses and masterclasses in Italy and abroad; wine marketing and export lecturer for Italian Food Academy, Adsum and ITS Brindisi; WSET courses with Mercuri Wine Club.
- Judging
Judge at international competitions, including the Balkan International Wine Contest, Mundus Vini and the Concours Mondial de Bruxelles.
- The book
«Metodo WINExcel – consigli pratici per esportare con successo i tuoi vini», followed by the English ebook.
- WINExcel
With friends and colleagues I founded WINExcel | The Wine Sellers Network, an international network of wine sales professionals. In 2026, the first WINExcel Meeting and the WINExcel Awards.
Qualifications
What the letters mean, and what they give you
- DipWSET
- It is the Level 4 Diploma of the Wine & Spirit Education Trust in London, the highest WSET qualification in wine. It gives a complete view of the sector: from business, marketing and markets to viticulture, winemaking and tasting the wines of the world. In my coaching, these skills allow me to help you assess the positioning of your wines, communicate their value and build sales proposals that match importers’ needs.
- WSET Educator
- Certified to teach WSET courses. In my coaching I bring a structured teaching method, to help you understand wine and present it clearly and professionally, in English too.
- RINA-certified Export Manager
- RINA attestation of skills as an export manager and internationalisation manager. For you it means working with someone who can define the winery’s export strategy and develop it in the field, including through Temporary Export Management.
- AIS Sommelier
- Sommelier qualified by the Italian Sommelier Association (AIS).
- Export manager and wine broker
- More than twenty years selling Italian wine to foreign importers and acting as an intermediary between wineries and markets.
As a trainer
What students say
“Meeting Mihaela was the best thing anyone eager to learn could wish for: she is not only competent with an enormous wealth of experience, she is someone with empathy, who thinks about how to pass on everything she can, convinced that knowledge is not only circular but also necessary to help a community grow. All this creates enthusiasm and gives you an extra edge!”
“A well-prepared, clear and engaging teacher. You make even the most complex topics accessible to everyone, thanks to a practical approach and great availability towards students. Attending your lessons was truly stimulating!”
“I wanted to thank you for these weekends together, for everything we learned thanks to your experience and above all your ability to pass on your knowledge with drive and passion, keeping us engaged from start to finish. You have become a point of reference for us.”
My interviews
The people I have talked to
In the blog and in the SoMe Wine podcast I interview producers, importers, sommeliers and wine professionals.
Prima il metodo, poi la tecnologia: Marcello Nardeschi racconta Methodus
Marcello Nardeschi racconta Methodus, un approccio che mette il metodo al centro e la tecnologia al servizio della crescita.
Read →
Da un’impresa familiare a una realtà nazionale: la visione imprenditoriale di Vito Chirenti
Dalla storia familiare iniziata nel 1970 alla presenza su tutto il territorio nazionale: Vito Chirenti racconta l’evoluzione di Chirenti Group, tra…
Read →They wrote about me
Articles and interviews about my work in wine.
Follow me and join the live streams
On my YouTube channel you’ll find live streams with wine professionals; on Instagram and LinkedIn I share events, markets and news from the WINExcel network.
Do you have a concrete export problem? Put me to the test