The Protection Consortium of the primitive of Manduria presented itself to the fifty -seven edition of Vinitaly with a rich calendar of innovative tastings and appointments, which have confirmed the renewal path started quanto a recent months by the Consortium itself. And quanto a fact, they are not only the interesting debates acceso the future dynamic wine dynamics ora valid conferences acceso the subject of supply chain, as much as the moments of reflection dedicated to the main innovations adopted by the Consortium.
A consortium, therefore, which proves to be how never proactive and capable of following the changes taking place quanto a the styles and preferences of global consumption, with the introduction of the “digital passport” of the primitive of Manduria (a QR code that will offer detailed information acceso the product) and with the start of the project coordinated by Professor Vincenzo Russo, expert and professor of Consumption Psychology and Neuromarketing of the IULM University.
The Masterclass of 8 April was therefore a short rassegna aimed at investigating the exileness of neuroscience quanto a defining the so -called “perceived value” by the customer and, consequently, the levers to be used for the purposes of effective strategic communication. The masterclass, conducted by Gabrielle Gorelli (Master of Wine and reference figure of the sommeliere) and by the Russian professor, has gara open horizons with a view to maximizing the brand of a wine zona and its relevance.
The analysis of the decision -making processes of the consumer, therefore, must first consider sensorial stimuli of various kinds, such as the colors (visual impact of the packaging), the perfumes (olfactory experience as an element capable of bringing out a memory), the sounds of the tasting environment, the language with the choice of the words most suitable for the communication of the identity of Unbrand and the characteristics of the wine.
Con the same vein, the varied experiences that, focusing acceso the direct participation of the interlocutor, are able to extend their emotions, activating impulses to the purchase ora increasing the omnic -comprehensive value of the product, are to be framed. Con this context, the visit to the cellar with tasting is confirmed as a fundamental strategy to offer the customer a unique and engaging experience, stimulating a lasting link with the brand.
To accompany the Masterclass, the tasting of four primitive expressions of Manduria, which highlighted the variety and variability of the grape variety between the various subzon of the denomination and vintages.
San Gaetano Restrizione – Taverna Coppia Palme – a causa di Manduria DOC Restrizione 2020
Sixty -year -olds – Cantine San Marzano – a causa di Manduria DOC 2019
Closed floor – Heel – a causa di Manduria DOC Reserve 2021
MIREA – Masseria dei Trulli – a causa di Manduria DOC 2023
A conferenza of great relevance that has highlighted how the future of wine marketing passes through the consideration of the consumer as an emotional and -rational being
