{"id":137798,"date":"2025-06-11T11:00:03","date_gmt":"2025-06-11T09:00:03","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/?p=137798"},"modified":"2025-08-04T11:10:06","modified_gmt":"2025-08-04T09:10:06","slug":"shaping-the-story-of-wine-the-global-mba-visits-zonin1821","status":"publish","type":"post","link":"https:\/\/www.bbs.unibo.it\/en\/shaping-the-story-of-wine-the-global-mba-visits-zonin1821\/","title":{"rendered":"Shaping the story of wine: the Global MBA visits ZONIN1821"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">How does a wine label become a story<\/span><span style=\"font-weight: 400;\">? This question shaped the company visit to <\/span><b>ZONIN1821<\/b><span style=\"font-weight: 400;\">, one of the most historic players in the Italian wine industry, which welcomed the participants of the <\/span><a href=\"https:\/\/www.bbs.unibo.it\/en\/global-mba\/mba-food-and-wine\/\"><b>Global MBA in Food and Wine<\/b><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">The visit offered a chance to put into practice the <\/span><b>knowledge<\/b><span style=\"font-weight: 400;\"> acquired during the program: students presented <\/span><b><i>Amira<\/i><\/b><span style=\"font-weight: 400;\">, a project designed for the <\/span><b>U.S. market<\/b><span style=\"font-weight: 400;\">, to the company\u2019s top management.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;While developing the project, I drew on the <\/span><b>multidisciplinary knowledge<\/b><span style=\"font-weight: 400;\"> gained throughout the <\/span><b>Global MBA<\/b><span style=\"font-weight: 400;\">,&#8221; explains <\/span><b>Taylor Leigh Moore<\/b><span style=\"font-weight: 400;\">, a participant in the program. &#8220;We identified a clear <\/span><b>target<\/b><span style=\"font-weight: 400;\">\u2014urban, experience-driven young adults\u2014by applying tools such as <\/span><b>consumer profiling<\/b><span style=\"font-weight: 400;\">, <\/span><b>storytelling<\/b><span style=\"font-weight: 400;\">, and <\/span><b>market positioning<\/b><span style=\"font-weight: 400;\">, along with a strategy rooted in <\/span><b>wine economics<\/b><span style=\"font-weight: 400;\">, <\/span><b>sustainability<\/b><span style=\"font-weight: 400;\">, and <\/span><b>cultural heritage<\/b><span style=\"font-weight: 400;\">.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Enhancing the experience, the visit to the company\u2019s <\/span><b>museum<\/b><span style=\"font-weight: 400;\"> provided a tangible example of how <\/span><b>cultural heritage<\/b><span style=\"font-weight: 400;\"> can serve as a <\/span><b>competitive asset<\/b><span style=\"font-weight: 400;\">. &#8220;We saw how the <\/span><b>Zonin family\u2019s history<\/b><span style=\"font-weight: 400;\"> is woven into the <\/span><b>brand narrative<\/b><span style=\"font-weight: 400;\">. It\u2019s not just a communication tool\u2014it\u2019s a <\/span><b>core identity element<\/b><span style=\"font-weight: 400;\"> that adds <\/span><b>authenticity<\/b><span style=\"font-weight: 400;\"> and <\/span><b>value<\/b><span style=\"font-weight: 400;\">,&#8221; <\/span><b>Taylor<\/b><span style=\"font-weight: 400;\"> explains.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The visit concluded with a <\/span><b>wine tasting experience<\/b><span style=\"font-weight: 400;\"> that brought <\/span><b>ZONIN1821\u2019s philosophy<\/b><span style=\"font-weight: 400;\"> to life. &#8220;Each wine told a story,&#8221; she continues. &#8220;Not just <\/span><b>technical details<\/b><span style=\"font-weight: 400;\">, but <\/span><b>narratives<\/b><span style=\"font-weight: 400;\"> of <\/span><b>place<\/b><span style=\"font-weight: 400;\">, <\/span><b>people<\/b><span style=\"font-weight: 400;\">, and <\/span><b>strategic choices<\/b><span style=\"font-weight: 400;\">. A tasting that conveyed <\/span><b>vision<\/b><span style=\"font-weight: 400;\">, not just <\/span><b>flavor<\/b><span style=\"font-weight: 400;\">.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This company visit reflects the essence of the <\/span><b>Global MBA in Food and Wine<\/b><span style=\"font-weight: 400;\">: an experience where <\/span><b>interdisciplinarity<\/b><span style=\"font-weight: 400;\"> meets <\/span><b>enterprise<\/b><span style=\"font-weight: 400;\">, and <\/span><b>knowledge<\/b><span style=\"font-weight: 400;\"> becomes a <\/span><b>practical tool<\/b><span style=\"font-weight: 400;\"> for building <\/span><b>identity<\/b><span style=\"font-weight: 400;\"> and <\/span><b>strategy<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How does a wine label become a story? This question shaped the company visit to ZONIN1821, one of the most historic players in the Italian wine industry, which welcomed the participants of the Global MBA in Food and Wine.<\/p>\n","protected":false},"author":132,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[207,92],"tags":[],"rubrica":[],"class_list":["post-137798","post","type-post","status-publish","format-standard","hentry","category-news-en-2","category-news-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Shaping the story of wine: the Global MBA visits ZONIN1821 | 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\/shaping-the-story-of-wine-the-global-mba-visits-zonin1821\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Shaping the story of wine: the Global MBA visits ZONIN1821 | BBS\" \/>\n<meta property=\"og:description\" content=\"How does a wine label become a story? 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