The Global Wine Market: Trends and Strategies

Transcription

1 The Glbal Wine Market: Trends and Strategies PROF. STEFANO PONI (ACADEMIC COORDINATOR) / PROF. GABRIELE CANALI / PROF. JOSÉ MARÍA AJKAY ROMERO DR ANTONIO GAROFOLIN / DR MATTEO GATTI / DR MILENA LAMBRI / DR ELISABETTA VIRTUANI OVERVIEW Area: Agribusiness & Fd Sciences Dates: > Optin 1: June (2 weeks) > Optin 2: 10 July 20 July (2 weeks) Campus: Piacenza Curse Number: FD / BU 320 Term: Summer Schl 2018 Credits: 6 ECTS COURSE DESCRIPTION The curse will present an verview f the mst imprtant plicies and ecnmic trends affecting wine prductin, cnsumptin and trade, with specific emphasis n the evlutin f the rle f Italy and f the Eurpean Unin.. MAIN TOPICS Perceived wine quality, ecnmic sustainability and visual merchandising Dr. Elisabetta Virtuani This lecture will intrduce the students t the main tpics f wine marketing and sustainability. Yu will explre the evlutin f wine marketing strategies and the leverages wine firms and territries adpt, fcusing n the emerging trend f wine sustainable experience. Wine marketing: an experiential apprach t wine business Wine and place marketing Sustainability as cmpetitive advantage fr wine firms Wine quality appraches and perceptin Experiential marketing Pst-mdern wine cnsumer and new cnsumptin patterns Visual merchandising. > Flint, D. J., & Glicic, S. L. (2009). Searching fr cmpetitive advantage thrugh sustainability. A qualitative study in the New Zealand wine industry, Internatinal Jurnal f Physical Distributin & Lgistics Management, Vl. 39, N. 10, pp , Emerald Grup Publishing Ltd. > Hall, C. M., & Mitchell, R. (2008). Wine Marketing: a practical guide. Oxfrd: Elsevier Butterwrth- Heinemann. > Ktler, P., Armstrng, G. (2012). Principles f Marketing, Pearsn Prentice Hall. > Mra, P., (2013). Wine Business Case Studies: Thirteen Cases frm the Real Wrld f Wine Business Management. The Wine Appreciatin Guild.

2 > OIV, Wine Statistics, > Pine, B. J. & Gilmre, J. H. (1998). Experience Ecnmy, Harvard Business Review. Bigraphy Dr. Elisabetta Virtuani is a researcher at LEL (Lcal Ecnmy Labratry), Università Cattlica del Sacr Cure, Piacenza-Cremna Campus. She is a Smmelier, President f Clli Piacentini Wine Rute and cfunder f Blmet Ltd, a marketing cmpany dealing in wine,fd and turism sectrs. Research and teaching activities: wine marketing and cmmunicatin, wine clusters, wine&fd turism, place marketing and branding. Wine Tasting f Clli Piacentini wines sparkling r still? - Dr Milena Lambri The curse deeps the main rutes fr white and red wine prductin and illustrate the effects f the main winemaking techniques n sensry wine prfile. A special discussin is devted t tasting f a still, a sparkling, and a sweet wine frm Clli Piacentini area. Detailed tpics are: DOC Clli PIacentini wines Histry f Piacenza wines White wine prductin Red wine prductin Wine tasting > C. NAVARRE, Enlgia, Hepli, Milan, > M. UBIGLI, I prfili del vin. Intrduzine all analisi sensriale, Il Sle 24 Ore Edagricle srl, Blgna, Bigraphy Dr. Milena Lambri is a full time researcher in Fd Science and Technlgy, Institute f Enlgy and Agr- Fd Engineering, Faculty f Agricultural, Fd and Envirnmental Sciences, Università Cattlica del Sacr Cure, Piacenza. She teaches Advances in Enlgy, Fd sensry analysis and Prcesses f Fd Technlgy. She is in charge f research prjects n wine prteins, cllids, plyphenls, and tartrates fr ptimizing the use and dse f enlgical adjuvants and fr implementing new plants and technlgies in red winemaking. Wine guides and media - Dr Antni Garflin Engraphy f Italy and engastrnmy Gegraphy f Italian wines Presentatin f the mst imprtant wines in the mst imprtant Regins Influence f terrir and grapes Sensrial prfiles f the varius wine Denminatins Wine and fd matching. ( reginal, prfessinal) Wine and fd guided sensrial analysis. Wine service ( glasses, temperatures, decanting...). Slides and ther reading materials will be prvided during the curse.

3 Bigraphy Dr. Antni Garflin is a prfessinal Smmelier, fd and beverages manager, teacher at the Hspitality Training Institute f Rveret (Rveret, Italy). Evlutin f the cmmn agricultural plicy fr the wine sectr - Prf. Gabriele Canali The evlutin f the Cmmn Agricultural Plicy (CAP) and its rle in shaping the Italian and Eurpean agriculture The evlutin f the Cmmn Market Organizatin (CMO) fr the wine market and its effects The evlutin f ecnmic tls and regulatins f the quality issues in the wine market in Eurpe Perspectives after the last refrm f the CAP and f EU regulatin f the wine market Implicatins fr farmers, wine prducers, cnsumers and trade. Slides and ther reading materials will be prvided during the curse. Bigraphy Prf. Gabriele Canali is assciate prfessr at the Department f Agricultural and Fd Ecnmics, Faculty f Agricultural, Fd and Envirnmental Sciences, Università Cattlica del Sacr Cure, Piacenza-Cremna Campus. He teaches Envirnmental Ecnmics, Ecnmics f Agricultural Markets, Ecnmic Fundamentals f the Agri-fd market, Tpics in wine marketing and Ecnmics f fd quality and safety. Supply, demand and trade f wine: Italian, EU and wrld markets - Prf. Jsé María Ajkay Rmer Engastrnmy This curse will present an apprach t the mst imprtant factrs related t the cncept f the Engastrnmy. The relatin between Gastrnmy and Enlgy and hw the cncept became a market strategy fr the fd and beverage industry. It wuld study the imprtance and presence f wine and fd as a trend and their shift frm a necessity t a fashinable living experience, As tpics f discussin the curse will have an verview n: 1) Discussin: The human perceptin f the term (Engastrnmy) and its assciatin with fd prductin, Turism, Culture and Gegraphical aspects. Human Being aspects Gegraphical aspects Industrial Aspects Human relatins Terrir Fd and Wine prductin

4 Cmmunity Climate Marketing Strategies Experience Bigegraphy Turism Backgrund, Culture and Histry 2) Discussin: The perceptin f the cnsumer and hw they are changing habits well established thru the search f new experiences. 3) Discussin: Hw the fd Industries has been develping new tls t reach a grwing market f gurmands thru the design f new strategies. > Presenza, A.; Minguzzi, A.; Petrill, C. (2010). Managing Wine Turism in Italy. Jurnal f Turism Cnsumptin and Practice Vlume 2 (1). pp (46-61). > American Assciatin f Wine Ecnmists (s.f.): > Peeples, S. (s.f.). A Niche Trend in the Turism Market: Wine Turism in Italy. Schl f Hspitality & Turism Management. University f Guelph: df?sequence=7 > Leddy, M.; Williams, P. (s.f.). Investigating the Relatinship between Wine Turism and Practive Envirnmental Management at Wineries: > Sheny, S. (2005). Fd turism and the culinary turist. Thesis Presented t the Graduate Schl f Clemsn University. Bigraphy Prf. Jsé María Ajkay Rmer is assciate prfessr in Science Culinary Arts & Prfessinal Catering f Sullivan University in Luisville, KY (USA). He was cmmitted in varius big events. Fr instance, he was invlved as chef fr the US Olympic team and cmmittee in the Winter Olympic Games f He currently teaches at Universidad de La Sabana (Bgtá, Clmbia) in the field f Gastrnmy. His academic activity fcuses n Culinary Arts as head f the Area Of the Gastrnmy Prgram. LEARNING GOALS/OBJECTIVES Make the participants aware f the rle f EU plicies in shaping EU wine prductin and trade Analyze mst imprtant trends f the wine market Illustrate hw the quality issue may be addressed in the wine sectr. TEACHING METHODS Lectures Class discussins Grup prject wrks

5 Guest speakers Tasting Winery visits. EVALUATION AND GRADING In class presentatin 20 % Final exam 80 % RULES OF CONDUCT Attendance: Attendance is mandatry and n absence/s will be excused. Unexcused absences will result in a ZERO in the grading scale. In case f health issues, students will need t infrm bth UCSC Internatinal Office (at internatinal.advisr@unicatt.it) and the prfessr and prvide a medical certificate. Exam Date: The exam date cannt be re-scheduled. Unexcused absences will result in a failing grade. In cases f unfreseeable circumstances such as illness r injury n the day f the exams, the student must submit a medical certificate and cmmunicate his/her absence t the Prfessr and UCSC Internatinal Office via prir t the exam. If the student des nt justify his/her absence thrugh sufficient dcumentatin and with adequate ntice befre the final test, the student will receive an autmatic Failed.