The wine of the future: Gambero Rosso Academy launches advanced training for industry professionals

The climate, taste, market, and communication are changing. To meet the challenges of a rapidly changing wine world, Gambero Rosso is launching a new, ambitious and structured training project. This is an innovative package of lessons to provide producers, winemakers, managers, and communications professionals with the opportunity to update their knowledge to approach the “wine of tomorrow.” The course is dedicated to industry professionals at all levels, thanks to a team of top-level teachers and scholars.

Leading it is Attilio Scienza, Full Professor of Viticulture at the University of Milan who has developed a rich program in four modules on a new working method , at least for the world of wine, called " Design Thinking ": a complete journey that starts from the raw material between innovative and digital solutions, the interpretation of new trends, an attention to business risks to generate an all-round value for the company, the market and the stakeholders of what is behind - and then in front of - a glass of wine.

The course, accessible on demand, will consist of 150 hours of teaching, divided into 4 modules with a teaching staff chosen in collaboration with Italian universities and research centres , which will see scholars, experts and academics in the classroom, and 4 in -person seminars.

“ Italy has always been a stronghold of wine and traditional wine, with its cornerstones, ” comments Paolo Cuccia, President of Gambero Rosso. “ But today, leveraging tradition is no longer enough: to make our market increasingly competitive and rich, even potential, it is essential not to forget that this game has ever-new rules, and not just regulatory ones. This is why we decided to involve entrepreneurs, oenologists, agronomists, sales managers, and even journalists and communication, packaging and marketing operators to illuminate together, with apparently very different tiles, the new map of the wine of the future .”

The training modules, which can also be purchased individually, are four. The first module is dedicated to the valorization of soil, climate and genetic resources, from the vineyard to the cellar , the second to innovation and development (the viticulture of tomorrow is already here) including the new frontiers of digital and precision viticulture. In the third module, the protagonists become society and the market : between anthropology of consumption and new markets; to arrive at the fourth step, entirely centered on the communication of wine with its new languages, storytelling and a broad focus on social networks.

For information on the course, whose contents will be available online from November, and registration:

academy@gamberorosso.it - Tel. 0655112211