Wine and place marketing: emerging trends, competitive strategies and sustainability

MAN04

Wine, territory and tourism: a close relationship to create value and stimulate innovation and growth in wine regions.

Wine production has become a productive and cultural model able to enhance local development. The search for identity of local products, their approach to sustainability and their efficient communication has become more and more strategic to ensure that the product’s prime qualities are well conveyed to the consumer.

Wine regions have developed Destination Management systems capable of creating integrated offers of products, places and local actors in a competitive and efficient branding approach to local development.

-  Monday:

Italy and the global competitive wine market scenario: trends and strategic approaches to wine and place branding

The evolution of EU regulation for the grape and wine sector: effects on production and marketing

-  Tuesday:

Sustainability as a value for the wine market and the territory

Local development strategies: a place branding approach to wine marketing 

-  Wednesday:

Visit to EXPO Milano 2015

-  Thursday:

Field trip to Langhe wine region

Langhe wine region: a case of excellence  for wine and place branding

-  Friday:

Understand and meet the market: how to communicate the value of wine and territory

Destination management of wine regions: new approaches to wine tourism branding

Scientific advisor

Lecturers

Participants profile

- Importers

- Retailers

- Ho.re.ca operators

- Operators in tourism and leisure activities

- Governmental institutions and policy makers

- Others with a specific interest in the topics 

Field Trips

· A winery in Franciacorta, famous for sparkling wine production

· A winery in Colli Piacentini, in collaboration with “Colli Piacentini – Strada dei Vini e dei Sapori”  

· A winery in Langhe wine region and WiMu (http://www.wimubarolo.it/en/)

 

 

Period

FromMay 25th 2015
ToMay 29th 2015

Location

CREMONA
Palazzo Trecchi

Language

The course will be delivered in English. Upon request, this course can be repeated in another language.

Participation Fee

The participation fee is € 1,600.00. For applications made before March 26th 2015 a 20% discount will be applied (participation fee = € 1,280.00)

If two or more members of an organization apply for the same course the first participant will pay the full fee, but additional members will have a reduced participation fee of € 1,200.00.

The application deadline for the course MAN04 is April 10th, 2015.

The participation fee includes:

- Tuition costs, including all training materials and use of the location’s training facilities and related services

- Participant costs, including the course field trips, transfer to and from EXPO Milano 2015 + entrance ticket, the lunches of Monday, Tuesday, Thursday and Friday, a gala dinner and special evening event, and a final dinner. 

Brochure

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