“The world of wine offers many job opportunities for the younger generation.” Pietro Tonutti, professor at the Sant’Anna School of Advanced Studies, presents the eleventh edition of the Master’s Degree in Italian Wines and World Markets

‘The world of wine can offer many job opportunities to the younger generation. And the Sant'Anna School of Advanced Studies strongly believes in the revival of a sector that continues to be one of the strengths of the national agri-food industry.’ For years recognised as a benchmark for training professionals in communication and marketing in the wine sector, one of Italy's areas of excellence, the first-level Master's Degree in ‘Italian Wines and World Markets’, organised by the Sant'Anna School of Advanced Studies in Pisa, in conjunction with the University of Pisa, the University for Foreigners of Siena, the University of Siena and the Italian Sommelier Association (AIS), is now in its eleventh edition. With just under a month to go before the registration deadline, set for 6 October 2025, Pietro Tonutti, director of the master's programme and professor of viticulture at the Sant'Anna School of Advanced Studies, outlines the objectives of the training course and emphasises how the master's programme can offer multiple professional opportunities, especially for the younger generation.

‘New professional skills and new job opportunities: these are the keys to revitalising the sector and enabling Italy to remain one of the world leaders in wine production,’ comments Pietro Tonutti. . "We are going through a delicate phase: if consumer habits change and the markets that traditionally represent the strengths of our exports show signs of fatigue or geopolitical problems, it is necessary to activate new strategies based on new skills and managerial figures capable of facing the present and the near future with tools different from those used in the past. Corporate professionals must therefore be rethought with a view to complementing viticultural, oenological and marketing skills with those of a more socio-cultural and communicative nature, to be integrated with those relating to the study of market characteristics and types of consumption and international consumers. All aspects that the master's programme includes in an integrated manner in the training programme'.

High employment levels and possible career opportunities

The success of the Master's programme is evidenced by the employment level of those who have obtained the qualification, thanks to the establishment of professional relationships with companies throughout Italy, which collaborate in training activities, including through internships. Approximately 70% of those who started working did so at the end of their internship (provided for in the teaching programme) or even before the end of the Master's programme. The networking activities between Master's graduates, through social media or newsletters, are also proving to be an important tool for communication and information on job opportunities in various fields. There are many career opportunities, particularly in national and international promotion for both individual companies and collective brands, marketing management and responsibility, event organisation and wine tourism management and corporate hospitality, communication activities and strategies.

The course therefore trains professionals who, thanks to their knowledge of the principles of wine production, communication and marketing mechanisms and tools, as well as the tasting techniques developed during the Master's teaching activities, are able to work in sectors aimed at spreading knowledge of Italian wines abroad, as well as promoting them and establishing them on world markets, considering both established markets (such as the United States, Germany, the United Kingdom, Canada and Scandinavia) and expanding ones (such as China, Korea, Russia, Brazil and Latin America), with a particular focus on “emerging” countries (e.g. Southeast Asia).

The AIS sommelier diploma

Master's students also acquire wine tasting skills through the AIS sommelier diploma, which is obtained during classroom activities. Particular attention is also paid to the characteristics and trends of different global markets and international consumers.

The Master's teaching staff is mainly made up of professionals from the various sectors and subject areas covered, supported by a number of university lecturers.

Who can participate

The Master's programme is aimed at first-level graduates in any discipline who must submit an application accompanied by a letter of motivation. The application for admission is also open to undergraduates who have completed their exams before the start of classes and who plan to obtain their degree during the Master's programme. It is possible to apply to participate in individual modules or as auditors. Some lessons will be held in English to facilitate access to international markets.

All information can be found on the School's website:

https://www.santannapisa.it/it/formazione/vini-italiani-e-mercati-mondiali