Global MBA in Food and Wine: meet the next generation

27 March 2023

In the last few years, communication in the Luxury Food & 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 – 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).

This new goal calls for innovative strategies: Instagram, TikTok and other social platforms have become brand storytelling tools. Images and videos of exceptional dishes and wines, pairing suggestions, storytelling about the production chain and corporate sustainability are now among the most effective branding strategies in a historically adult and classic industry such as luxury in the food and beverage world.

A good example is the Ferrarelle brand, a longtime partner of BBS, which has focused on youthful social communication, relying on a mix of the brand’s historical claims, which have now entered common speech in Italy, promotion through the profiles of chefs and influencers, and storytelling of the strong sustainability path pursued by the company.

Bologna Business School‘s Global MBA in Food and Wine, created to train managers and entrepreneurs capable of guiding the growth and internationalization of companies in the area, offers a vantage point of view on these issues, thanks to market-leading partners operating in the Emilia region, with whom students can to come into direct contact through meetings with industry entrepreneurs, managers and opinion leaders.

12 months, full-time, with a curriculum guided by an International Faculty supported by top executives, and complemented by 500 hours of internships in leading companies or to devote to developing your own entrepreneurial project work.

With a placement rate (2021) between 95% and 100%, BBS‘s Global MBA Food and Wine is a unique experience in one of the region’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 innovative path from which to start a brilliant managerial or entrepreneurial career in one of the most concrete, rooted and, at the same time, changing sectors of the global market.


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