It is not a world for (only) old men. Generational perspectives in the wine sector. Saturday 23 November the Scuola Superiore Sant'Anna in Pisa hosts a workshop to relaunch the world of wine among the new generations

What future awaits the wine-growing world? The workshop ‘It's not a world for (only) old men. Generational perspectives in the wine sector’ will take place on Saturday 23 November at 10.30 a.m. in the Aula Magna of the Scuola Superiore Sant'Anna in Pisa. The workshop is organised within the framework of the 10th edition of the Master's Course in Italian Wines and World Markets, and aims to propose new strategies to relaunch a sector that seems to have little attraction, especially among the younger generations.

The generational matrix behind the drop in sales

The wine world is facing profound reflections, stimulated by the impact of climate change, but not only. Global lifestyles and consumption are changing, which, in the field of agri-food production, involves wine in particular. The sector is, in fact, experiencing more or less generalised drops in sales and significant changes in consumption choices, in relation to the different types of product. This is attributable to several factors, some of which seem to have a generational matrix. The differences, evident considering consumption data, between baby boomers, millennials and Gen Z, highlight the need to think of new strategies.
The workshop therefore proposes itself as a moment for reflection and sharing experiences and, as far as possible, proposals for the future in relation to the specific generational theme, in the various segments and articulations of the wine supply chain.

The workshop programme and how to participate

The workshop is organised as part of the 1st Level Master's Degree Course ‘Italian Wines and World Markets’, a training activity promoted by the Italian Sommelier Association, jointly organised by the Scuola Superiore Sant'Anna, the University of Pisa, the University for Foreigners of Siena and the University of Siena, and promoted by TERRE DI PISA. The programme includes speeches by Pietro Tonutti, Director of the Master's Course ‘Italian Wines and World Markets’ and lecturer at the Sant'Anna School, Marzia Varvaglione, President of AGIVI (Association of Young Wine Entrepreneurs), Francesca Luna Noce, author and content writer, Luna Doni, wine marketing and communication consultant, Elvio Ancona, University for Foreigners of Siena, Duccio Leoni, Head of Communication at Marchesi Antinori, Alessandro Benato, Asia-Pacific Export Manager, Alessandro Torcoli, Director of Civiltà del bere.

Participation is free of charge, after compulsory registration through this form: https://forms.gle/E4yuKijsKD6jo3gq5

It will also be possible to participate remotely.