Italian wines and global markets: enrollment is now open for the Master's degree program to train professionals in international communication and marketing of Italian wine
It is now recognized as a benchmark for training professionals in communication and marketing in the wine sector, one of Italy's areas of excellence. Now in its eleventh edition, the first-level Master's Degree in Italian Wines and World Markets is now accepting applications for the new academic year, with a deadline for submission of applications set for October 6, 2025.
The Master's program, organized by the Scuola Superiore Sant'Anna di Pisa, in collaboration with the University of Pisa, the University for Foreigners of Siena, the University of Siena, and the Italian Sommelier Association (AIS), has enjoyed growing success in recent years, demonstrating strong interest in the training program offered and the excellent professional prospects open to those who obtain this university degree.
Furthermore, the participation of the universities reinforces the quality and breadth of the training program and confirms the interest of Tuscan universities in the professional path of the master's degree, focused on national wine production.
High employment rate and possible career opportunities
The success of the Master's program is evidenced by the employment rate of those who have obtained the degree, thanks to the establishment of professional relationships with companies throughout Italy that 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 curriculum) or even before completing the Master's program. 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 organization 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 program, are able to work in sectors aimed at spreading knowledge of Italian wines abroad, as well as promoting 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
Students of the Master's program also acquire wine tasting skills through the AIS sommelier diploma, which is obtained during the classroom activities. Particular attention is also paid to the characteristics and trends of different world markets and international consumers.
The teaching staff of the Master's program 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 program 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 program. It is possible to apply for individual modules or as auditors. Some lessons will be held in English to facilitate access to international markets.
“Italian wine production continues to be one of the strengths of the national agri-food sector,” comments Pietro Tonutti, director of the master's program and professor of viticulture at the Sant'Anna School of Advanced Studies. . "In recent years, Italy has not only become the world's leading wine producer, but has also seen strong growth in exports, with highly positive repercussions for companies that have invested energy and human resources in this direction. The particular attention paid to local grape varieties (Italy is one of the countries with the highest viticultural biodiversity) and to territoriality, and the development and increasing application of sustainable practices and management (also in relation to climate change) in vineyards and wineries, combined with the high quality that characterizes a large part of national production, represent the strengths of Italian wine which, despite a decline in wine consumption worldwide, reached a record value of €8.1 billion in exports in 2024.
“While this figure is absolutely positive and encouraging overall,” continues Tonutti, "the signs that may point to different scenarios should not be underestimated. If, in addition to consumption, consumer habits also change and the markets that traditionally represent the strengths of our exports show signs of fatigue (or other geopolitical problems), it is urgent to implement new strategies based on new skills and managerial figures capable of facing the present and the near future with tools other than those used in the past. Corporate professionals must therefore be rethought with a view to complementing viticultural and winemaking skills with those of a more socio-cultural and communication nature, to be integrated with those relating to the study of market characteristics and types of consumption and international consumers. All these aspects are included in an integrated manner in the master's program.
