Shaping the story of wine: the Global MBA visits ZONIN1821
11 June 2025How does a wine label become a story capable of crossing markets, cultures, and generations? 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 at BBS for a day focused on the intersection of business, culture, and strategy.
The visit offered a chance to put into practice the knowledge acquired during the program: students presented Amira, a project designed for the U.S. market, to the company’s top management.
“While developing the project, I drew on the multidisciplinary knowledge gained throughout the Global MBA,” explains Taylor Leigh Moore, a participant in the program. “We identified a clear target—urban, experience-driven young adults—by applying tools such as consumer profiling, storytelling, and market positioning, along with a strategy rooted in wine economics, sustainability, and cultural heritage.”
Enhancing the experience, the visit to the company’s museum provided a tangible example of how cultural heritage can serve as a competitive asset. “We saw how the Zonin family’s history is woven into the brand narrative. It’s not just a communication tool—it’s a core identity element that adds authenticity and value,” Taylor explains.
The visit concluded with a wine tasting experience that brought ZONIN1821’s philosophy to life. “Each wine told a story,” she continues. “Not just technical details, but narratives of place, people, and strategic choices. A tasting that conveyed vision, not just flavor.”
This company visit reflects the essence of the Global MBA in Food and Wine: an experience where interdisciplinarity meets enterprise, and knowledge becomes a practical tool for building identity and strategy.
