A DIFFERENT COMMUNICATION FOR DIFFERENT BRAINS

This skill is even more important considering that brain structure differs across generations. Understanding who you're talking to and using the right words is therefore crucial, and this will also be covered in the ONAV Level 3 Taster and Sommelier Course, which will lead to the Master Sommelier diploma, starting October 24th in Catania. This course brings, for the first time, a holistic approach to wine knowledge. Among the instructors will be Vincenzo Russo, associate professor of Consumer Psychology and Neuromarketing at IULM University in Milan, who will introduce some innovative concepts. For example, he will explain that boomers have a more developed prefrontal area, where rational reasoning is located, and are therefore more attentive to technical information and scores. Generation Z, on the other hand, has a more developed occipital lobe and is sensitive to immediate reward and visual appeal. A revolution that requires a new approach. " Using different words depending on who I'm talking to to stimulate different sensations is as fundamental as being aware of the importance of nonverbal language. “ Wine professionals who understand these concepts have the opportunity to truly make a difference in spreading the culture of the product,” says Vincenzo Russo. “The course developed by ONAV is characterized by a new approach that goes beyond technical knowledge and includes anthropology, history, sensory analysis, and expertise in food and wine pairing, thanks to authoritative instructors. The goal? To spread the culture of wine and attract new consumers with a new narrative. “ Wine needs a new approach. The decline in consumption is real, but the reasons are also linked to an outdated way of presenting the product,” says ONAV President Vito Intini. “We need professionals with a comprehensive education, who can empathize with the person in front of them and who know how to look beyond the glass. This is why we have created a one-of-a-kind course .”

The course, starting October 24th, will feature renowned professors from the academic and business worlds and will cover topics such as the anthropology of taste and neuroscience, service techniques, wine and food pairing, other beverages, and many more.

To register: https://onav.it/corsi/9160-2-corso-per-assaggiatore-e-sommelier--3-livello-diploma-master-sommelier