MASTER’S DEGREE IN “ITALIAN WINE, GLOBAL MARKET”, 6TH TRAINING SESSION AT SANT’ANNA SCOOL IN COOPERATION WITH UNIVERSITY OF PISA, UNIVERSITY FOR FOREIGNERS OF SIENA, UNIVERSITY OF SIENA AND ITALIAN ASSOCIATION OF SOMMELIERS AIS

Universities in Tuscany have been committed to providing scientific and technical framework for the master’s degree “Italian Wine and Global Market” now for six years in a row. This nationally acclaimed program has given the students the academic knowledge, expertise, and strategic marketing communication to pursue their passion for wine. The program is designed for winemakers, viticulturists, oenologists, and other wine industry professionals in partnership with the University of PisaUniversity for Foreigners of SienaUniversity of Siena and AIS Italian Association of Sommeliers.

Students of the 6th Master Program “Italian Wine and Global Market” will benefit from a core of instructors with extensive experience; the emphasis is on the making of wine in Italy. The deadline for applications is 5 October 2020. This program serves the continuing education needs of wine industry professionals across the country. It has a special focus on career and networking opportunities: according to the AlmaLaurea Consortium statistics, employment rates were estimated between 65 to 85.7% (2015-2019).

Future ambassadors and wine professionals will improve Italian winery’s brand through marketing initiatives and targeted campaigns. They will learn from industry experts how to successfully create a brand, market and sell wine in well-established export markets for Italian wines such as USA, Germany and the UK, less traditional markets as China, Korea and Russia and emerging markets India, Africa, Mexico and Asian countries. By enhancing their tasting ability, the wine (and wine industry) professionals will advance their careers or deepen their knowledge through the AIS certified Sommelier course.

Requirements for admission. Candidates possess a bachelor’s degree in viticulture or oenology, agriculture, economics, or subjects related to the wine world professional profiles. Students who have passed their exams but have not had their degree conferred may enrol in this program. Students may be permitted to audit one module. Some modules of certain subjects are taught in English language.

“Despite market turmoil, Italy maintains its leadership  position in wine production reaching  50 million hectolitres in 2019 – said the Master’s coordinator Pietro Tonutti, professor in viticulture at Sant’Anna School.  As domestic consumption has decreased over the years (almost 37 litres per capita), wine exports are key drivers to advancing our industry. Over the last ten years, the value of Italian wine exports has increased 65%. Targeting both the export and domestic consumption, we expect to reach the 6.4 billion euros value of wine exports achieved in 2019”.

“We expect this positive trend to continue for the future resulting from exports diversification among different countries. Over the last 3-4 years, the exports of Italian branded wine have increased together with the “Made in Italy” label granting fine quality all over the world.  The worth of the “Made in Italy” has granted many Italian wines prosperity in the international markets and keeps growing thanks to the tourism industry and the luxury sector. We need to maintain our leading role in the world and secure the solidity of our wine industry; so, we need viticulture specialists for our Protected Designation of Origin - DOP wines. Through the combined expertise of partner universities and businesses, this program prepares wine professionals to develop marketing and communication skills and keep our primacy in the export sector as the way wine is appreciated internationally has changed by variety, by blending new varieties or by  prices and availability”.

“Even if the Covid-19 crisis undermined the wine trade – concluded Pietro Tonutti – we need to translate declining markets into business opportunities. Students will learn to understand consumers’ sensory perception as well as export dynamics, and managerial approaches through innovation”.

Photo archive: wine tasting seminar at Sant’Anna School