Italian Wines and Global Markets: Applications Open for the Master's Programme Training Professionals in International Communication and Marketing for Italian Wine

Applications are open until 5 October 2026 for the postgraduate programme jointly promoted by the Sant'Anna School of Advanced Studies, the University of Pisa, the University for Foreigners of Siena, the University of Siena, and the Italian Sommelier Association

Applications are now open for the twelfth edition of the first-level University Master's Programme "Italian Wines and Global Markets", a leading national postgraduate programme dedicated to training the next generation of professionals in the marketing and communication of Italian wine. Jointly promoted by the Sant'Anna School of Advanced Studies in Pisa, the University of Pisa, the University for Foreigners of Siena, the University of Siena, and the Italian Sommelier Association (AIS), the programme aims to educate the next generation of "wine ambassadors" capable of promoting and enhancing Italy's wine production worldwide.

Over the years, the Master's Programme has enjoyed steadily increasing success, reflecting the growing interest in innovative strategies for promoting the wine sector and the excellent career opportunities available to graduates. The application deadline is 5 October 2026.

"Italian wine production continues to be one of the greatest strengths of the country's agri-food sector," says Pietro Tonutti, Professor of Viticulture at the Sant'Anna School of Advanced Studies and Director of the Master's Programme. "In recent years, Italy has not only become the world's leading wine producer but has also experienced remarkable growth in wine exports, generating significant benefits for companies that have invested resources and expertise in international markets. Despite the challenges currently affecting the wine industry—including declining consumption, changing lifestyles and dietary habits, and ongoing tensions in international markets—the value of Italian wine exports remained strong in 2025, reaching approximately €7.8 billion."

Strong Employment Outcomes and Career Opportunities

The success of the Master's Programme is also reflected in the high employability of its graduates, supported by long-standing collaborations with companies involved in the programme. Around 70% of graduates who enter the job market do so immediately after completing the internship included in the curriculum—or even before finishing the programme. According to AlmaLaurea surveys, graduates achieve an average employment rate of 83% within one year of completing the Master's.

Career opportunities are diverse and include national and international wine promotion for both individual wineries and collective brands, marketing planning and management, event organisation, wine tourism and hospitality management, as well as corporate communication and strategic communications.

At a time when the wine industry is undergoing profound transformation—both in terms of consumer behaviour and the exploration of new international markets—the programme prepares professionals capable of promoting Italian wines abroad in both established markets, such as the United States, Germany, the United Kingdom, Canada and the Nordic countries, and expanding markets including China, South Korea, Russia, Brazil and Latin America, with particular attention to emerging regions such as Southeast Asia.

AIS Sommelier Diploma

Students enrolled in the Master's Programme also develop professional wine tasting skills by earning the AIS Sommelier Diploma during the classroom-based component of the course. Particular emphasis is placed on understanding the characteristics and trends of international wine markets and global consumer behaviour.

The teaching staff consists primarily of experienced industry professionals, complemented by university academics with expertise in the programme's core subject areas.

Who Can Apply

The Master's Programme is open to holders of a first-cycle university degree (Bachelor's degree or equivalent) in any discipline. Applicants are required to submit a motivation letter as part of the application process. Final-year undergraduate students may also apply, provided they have completed all required examinations before the programme begins and expect to obtain their degree during the Master's academic year.

Applicants may also choose to attend individual modules or enrol as auditors. Some classes will be taught in English to strengthen participants' preparation for international markets.

"The rapidly evolving national and international landscape," Tonutti concludes, "requires innovative strategies built on new skills and new managerial profiles capable of addressing present and future challenges with approaches that differ from those of the past. Today's professionals need an integrated combination of expertise in viticulture, oenology and marketing, together with sociocultural knowledge, communication skills, and a thorough understanding of international markets, consumption patterns and consumer behaviour. These are precisely the competencies that our Master's Programme brings together in an integrated educational pathway."