{"id":101373,"date":"2023-03-27T11:54:30","date_gmt":"2023-03-27T09:54:30","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/?p=101373"},"modified":"2023-03-27T17:53:25","modified_gmt":"2023-03-27T15:53:25","slug":"global-mba-in-food-and-wine-meet-the-next-generation","status":"publish","type":"post","link":"https:\/\/www.bbs.unibo.it\/en\/global-mba-in-food-and-wine-meet-the-next-generation\/","title":{"rendered":"Global MBA in Food and Wine: meet the next generation"},"content":{"rendered":"<p>In the last few years, <strong>communication<\/strong> in the <strong>Luxury Food &amp; Wine<\/strong> industry has moved in unexplored <strong>directions<\/strong> <strong>to target new generations<\/strong> of consumers. Millennials and Gen Z represent a pool that is highly interested in the food and wine business &#8211; consumers aged 18-39, while representing only 26% of regular wine consumers, are also worth 34% of off-premise channel spending (WineNews, 2022) -, and express different needs than their predecessors. For example, 60% of Millennials and 65% of Generation Z showed their intention to purchase products and services online even after the end of the pandemic (Deloitte, 2021); and 75% of Millennials and 83% of Generation Z are willing to pay more for a product or service that is sustainable and eco-friendly (Accenture, 2021).<\/p>\n<p>This <strong>new goal<\/strong> calls for <strong>innovative strategies<\/strong>: <strong>Instagram<\/strong>, <strong>TikTok<\/strong> and other social platforms have become <strong>brand<\/strong> storytelling tools. Images and videos of exceptional dishes and wines, pairing suggestions, storytelling about the <strong>production chain<\/strong> and <strong>corporate sustainability<\/strong> are now among the most effective <strong>branding<\/strong> <strong>strategies<\/strong> in a historically adult and classic industry such as luxury in the food and beverage world.<\/p>\n<p>A good example is the <strong>Ferrarelle<\/strong> brand, a longtime <strong>partner<\/strong> of <strong>BBS<\/strong>, which has focused on <strong>youthful social communication<\/strong>, relying on a <strong>mix<\/strong> <strong>of<\/strong> <strong>the brand&#8217;s historical claims<\/strong>, which have now entered common speech in Italy, <strong>promotion<\/strong> through the profiles of <strong>chefs<\/strong> and <strong>influencers<\/strong>, and <strong>storytelling<\/strong> of the strong <strong>sustainability<\/strong> <strong>path<\/strong> pursued by the company.<\/p>\n<p><strong>Bologna Business School<\/strong>&#8216;s <a href=\"https:\/\/www.bbs.unibo.it\/en\/global-mba\/mba-food-and-wine\/\"><strong>Global MBA in Food and Wine<\/strong><\/a>, created to train managers and entrepreneurs capable of guiding the <strong>growth<\/strong> and <strong>internationalization<\/strong> of companies in the area, offers a vantage point of view on these issues, thanks to <strong>market-leading partners<\/strong> operating in the <strong>Emilia region<\/strong>, with whom students can <strong>to come into direct contact<\/strong> through meetings with industry entrepreneurs, managers and opinion leaders.<\/p>\n<p><strong>12 months<\/strong>, <strong>full-time<\/strong>, with a curriculum guided by an <strong>International Faculty<\/strong> supported by top executives, and complemented by <strong>500 hours<\/strong> of <strong>internships<\/strong> in leading companies or to devote to developing your own <strong>entrepreneurial project work<\/strong>.<\/p>\n<p>With a <strong>placement<\/strong> rate (2021) <strong>between 95% and 100%<\/strong>, <strong>BBS<\/strong>&#8216;s <strong>Global MBA Food and Wine<\/strong> is a <strong>unique experience <\/strong>in one of the region&#8217;s richest high-profile companies, in the country that has made good food and drink part of the worldwide imaginary and a foundation of Made in Italy. An <strong>innovative path<\/strong> from which to start a <strong>brilliant managerial or entrepreneurial career<\/strong> in one of the most concrete, rooted and, at the same time, changing sectors of the global market.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the last few years, communication in the Luxury Food &amp; Wine industry has moved in unexplored directions to target new generations of consumers. Millennials and Gen Z represent a pool that is highly interested in the food and wine business &#8211; consumers aged 18-39, while representing only 26% of regular wine consumers, are also [&hellip;]<\/p>\n","protected":false},"author":108,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2],"tags":[],"rubrica":[],"class_list":["post-101373","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Global MBA in Food and Wine: meet the next generation | BBS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bbs.unibo.it\/en\/global-mba-in-food-and-wine-meet-the-next-generation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Global MBA in Food and Wine: meet the next generation | BBS\" \/>\n<meta property=\"og:description\" content=\"In the last few years, communication in the Luxury Food &amp; Wine industry has moved in unexplored directions to target new generations of consumers. Millennials and Gen Z represent a pool that is highly interested in the food and wine business &#8211; consumers aged 18-39, while representing only 26% of regular wine consumers, are also [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bbs.unibo.it\/en\/global-mba-in-food-and-wine-meet-the-next-generation\/\" \/>\n<meta property=\"og:site_name\" content=\"BBS\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/BolognaBusinessSchool\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-27T09:54:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-27T15:53:25+00:00\" \/>\n<meta name=\"author\" content=\"Karima Ourari\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Karima Ourari\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/global-mba-in-food-and-wine-meet-the-next-generation\/\",\"url\":\"https:\/\/www.bbs.unibo.it\/en\/global-mba-in-food-and-wine-meet-the-next-generation\/\",\"name\":\"Global MBA in Food and Wine: meet the next generation | BBS\",\"isPartOf\":{\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#website\"},\"datePublished\":\"2023-03-27T09:54:30+00:00\",\"dateModified\":\"2023-03-27T15:53:25+00:00\",\"author\":{\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/738d10a68e32dbf418fa750b0f02ec28\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/global-mba-in-food-and-wine-meet-the-next-generation\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.bbs.unibo.it\/en\/global-mba-in-food-and-wine-meet-the-next-generation\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/global-mba-in-food-and-wine-meet-the-next-generation\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.bbs.unibo.it\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Global MBA in Food and Wine: meet the next generation\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#website\",\"url\":\"https:\/\/www.bbs.unibo.it\/en\/\",\"name\":\"BBS\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.bbs.unibo.it\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/738d10a68e32dbf418fa750b0f02ec28\",\"name\":\"Karima Ourari\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/95cf0392b929c46953200d07e24a6c817a22658623bea27ff834261bb5156c70?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/95cf0392b929c46953200d07e24a6c817a22658623bea27ff834261bb5156c70?s=96&d=mm&r=g\",\"caption\":\"Karima Ourari\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Global MBA in Food and Wine: meet the next generation | BBS","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.bbs.unibo.it\/en\/global-mba-in-food-and-wine-meet-the-next-generation\/","og_locale":"en_US","og_type":"article","og_title":"Global MBA in Food and Wine: meet the next generation | BBS","og_description":"In the last few years, communication in the Luxury Food &amp; Wine industry has moved in unexplored directions to target new generations of consumers. 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