MASTER’S DEGREE IN ITALIAN WINE AND GLOBAL MARKETS: AIS SOMMELIER DIPLOMA AWARD CEREMONY FOR STUDENTS WHO HAVE COMPLETED DIDACTIC COURSES

Students of the first edition of the Masters Program in Italian wine and global markets have successfully completed their didactic courses. Italian wineries showed strong interest in the program and the organizing committee already started working on 2017 second edition. The new advanced education initiative, which will train the "ambassadors of Italian wine in the world", was promoted by Sant'Anna School for Advanced Studies, the University of Pisa, the University for Foreigners of Siena in collaboration with AIS, Italian Association of Sommeliers. The didactic session, preceding the internship, ended precisely with the AIS Sommelier diploma course award, taught module included in the Masters program.

The Masters Program in Italian wine and global markets, directed by Professor Pietro Tonutti, adds more value to an “unpopular” or under-appreciated profession these days. The food and wine sector plays a key role in "Made in Italy" branding strategy and contributes to create a strong sense of the Italian identity enhancing cultural and economical aspects in international marketing strategies, since Italian identity is synonymous with a product which cannot be replicated and symbol of unequaled country different from any other in the world. To be successful in international markets and in emerging markets, promoting the wine sector and, more generally, food and wine industry, we need proper training and good marketing strategies. So, we can contribute to "Italian wine culture" characterization.

The training session, which has just ended, has been characterized by strong integrated skills, from basic viticulture and enology to cultural competence, communication and marketing, and the study of markets dynamics and food consumption trends.