School for Viticulture and Enology

International Wine Marketing

This course is part of the programme:
Bachelor's programme in Viticulture and Enology (1st level)

Objectives and competences

The purpose of this course is to illustrate the situation on the world wine market. Although the world wine brand doesn’t exist yet, the trends are moving in this direction. Students must obtain the basic information whom will help them to understand, that the quality of wine is only entrance ticket to the wine marketing. It is also imnportant to know, that the important international institutions could have essential influence to the development of branch fom the oenological-tehnological aspect as within marketing. Study of explanations of progress of events in different countries and comparative tasting wines will help them to uderstand the actuall wine moment.

Prerequisites

Knowledge of sensory evaluation of wines and general

marketing rules.

Content (Syllabus outline)

1 Introduction: basic data

The development of international wine market: EU, Europe, world

Elements of international wine marketing

Fashion and Trends

2 The current wine paradigm

The old wine world vs. new: the emergence and development of the concept

International wine-making legislation and impacts on marketing

International organizations and lobbies

3 Analysis of individual markets

Slovenia and the possible comparisons

Member of the old world – examples

Member of the New World – examples

International trade chain

4 The role of tourism

EXERCISES

Find the right information.

Comparative tastings and price comparisons.

Analysis of international wine offers.

Visit winemakers / wine cellar with a strong international presence on the market.

Intended learning outcomes

Knowledge and understanding

  • The impact of globalization on the wine industry,
  • The role of new actors (especially non-European producers),
  • Recognize patterns of consumption,
  • International trade,
  • Increased role of brand name of wines compared to traditional wines with “origin”
  • International markets.
  • Management and the role of strategic and operational marketing.
  • Based on the segmentation to determine what the objective of positioning and differentiation must be used in a context of a vineyard estate in a particular area,
  • The role of the consumer in different markets,
  • Analysis of cases (especially Schioppettino di Prepotto)
  • The role of tourism for wine and food branch industry as a way to differentiate from global competitors and to achieve the final consumer,
  • understanding about what could Slovenia and Slovenian winemakers do in this area

Readings

  • Izročki predavanj/Slides
  • Resnick E., Wine Brands: Success Strategies for New Markets, New Consumers and New Trends, Palgrave Macmillan (2008)
  • Hall C.M. and Mitchell R., Wine Marketing. A practical guide, Butterworth-Heinemann, 2008 (chapters 1 and 2)
  • Wine Business International, Meininger’s Verlag (www.wine-business-international.com)

winebusiness.wordpress.com (in Italian)

Assessment

Class participation (10 %), Group assignments and class discussion (40 %) Exam (50 %)

Lecturer's references

Higher lecturer for the field of Marketing at University of Nova Gorica

Publications of last 5 years

Academic research – Conference papers

1. P.De Luca, P.Penco: “The role of packaging in marketing communication: an explorative study of the Italian wine business”, 3rd International Wine Business & Marketing Conference, July 6-8, 2006, Montpellier (France)

Publications (Wine Industry management)

1. P.Penco, “30 blogger da tutto il mondo in FriuliVG”, Q.B. – Quanto Basta FVG, October 2011

2. P.Penco, “26 milioni di persone che cercano un motivo in più”, Il Corriere Vinicolo anno 84 n.28, July 11th, Editrice Unione Italiana Vini, 2011

3. P.Penco, “For any further information”, Il Corriere Vinicolo anno 84 n.16/17, April 25th, Editrice Unione Italiana Vini, 2011

4. P.Penco, “E’ iniziata la Prosecco Decade”, Il Corriere Vinicolo anno 84 n.6, February 1st, Editrice Unione Italiana Vini, 2011

5. P.Penco, “Il mercato dei fine wines in tempo di frugality”, Il Corriere Vinicolo anno 83 n.45, November 15th, Editrice Unione Italiana Vini, 2010

6. P.Penco, “UK – Off Trade: La promozione ammazza la curiosità”, Il Corriere Vinicolo anno 83 n.23, June 7th, Editrice Unione Italiana Vini, 2010

7. P.Penco, “UK – On Trade: Al ristorante non gira”, Il Corriere Vinicolo anno 83 n.23, June 7th, Editrice Unione Italiana Vini, 2010

8. P.Penco, “Correrà come prima”, Il Corriere Vinicolo anno 83 n.22, May 31st, Editrice Unione Italiana Vini, 2010

9. P.Penco, “Quando il marchio vuol dire fiducia”, Il Corriere Vinicolo anno 83 n.18, May 3rd, Editrice Unione Italiana Vini, 2010

10. P.Penco, “Grande è bello? Forse non più”, Il Corriere Vinicolo anno 83 n.15, April 12th, Editrice Unione Italiana Vini, 2010

11. P.Penco, “Il nuovo passa dal verde”, Il Corriere Vinicolo anno 83 n.15, April 12th, Editrice Unione Italiana Vini, 2010

12. P.Penco, “Un’orma sempre più leggera”, Il Corriere Vinicolo anno 83 n.15, April 12th, Editrice Unione Italiana Vini, 2010

13. P.Penco, “Il valore dell’origine si riconosce a colpo d’occhio”, Il Corriere Vinicolo anno 82 n.12, March 23rd, Editrice Unione Italiana Vini, 2009

14. P.Penco, “Vino e brand Italia – questione di lifestyle”, Il Corriere Vinicolo anno 82 n.4, January 26th, Editrice Unione Italiana Vini, 2009

University course code: 1VV314

Year of study: 3

Semester: 2

Course principal:

Lecturer:

Assistant:

ECTS: 3

Workload:

  • Lectures: 20 hours
  • Seminar: 5 hours
  • Field exercises: 5 hours
  • Individual work: 60 hours

Course type: lectures, tutorials, field practice

Languages: slovene

Learning and teaching methods:
lectures, tutorials, field observations, students'