Young people's interest in wine can grow with the Metaverse

The ideas and proposals of Lorenzo Biscontin, creator of "Vinophila 3D Wine Expo", in the round table of the MIB Trieste School of Management

The "Vinophila 3D Wine Expo" is the Metaverse entirely dedicated to wine
The "Vinophila 3D Wine Expo" is the Metaverse dedicated to the cultivation of the vineyard and the production of wine created by Lorenzo Biscontin

Within the Summer School on "Marketing and Innovation of North-East wines" of MIB Trieste School of Management, which has included the Wine Business Management course in its training offer, much space has been given to the role of 3D reality and Metaverse declined in the wine sector.

The program of the study day on Thursday 14 July saw numerous professionals of theagriculture and wine production to address the issue of how to effectively communicate the world of wine to new generations.

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Giulio Somma, Director of the "Corriere Vinicolo", at the MIB Trieste School of Management
Giulio Somma, Director of the "Corriere Vinicolo", addressed the theme of young people, wine and the Metaverse in a conference at the MIB Trieste School of Management

Interventions… DOC and DOCG by producers and experts from Veneto, Friuli and Giulia

The works were opened by Giulio Somma, Director of the "Corriere Vinicolo", with a speech entitled "Why Italian wine needs younger generations?”.

Bruno Bertero, Marketing Director Promoturismo FVG of Region Friuli-Venezia Giulia, he focused on “Le younger generations of tourists and consumers and the role of wine tourism”.

Lorenzo Biscontin, creator of Vinophila, Metaverse created in partnership with the 3D developers of Advepa, it tackled the curious theme of preferences for new generations.

His speech entitled “Pinot Grigio, wine of the Baby Boomers? How to engage young people?” it has highlighted the habits of people less advanced in age and their way of enjoying wine as an experience of conviviality, experimentation and discovery.

Luca Giavi, Director of the Prosecco DOC Consortium, and Diego Tomasi, Director of the Prosecco Superiore DOCG Consortium, reflected precisely on the future of prosecco, considered the wine of the "GenX" and the "older Millennials".

"Innovating marketing to reach young consumers of wine and spirits (from packaging to low-alcohol)", was instead the speech addressed by the entrepreneur Lorenzo Foffani, who preceded the round table which was also attended by students and local stakeholders.

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The "Vinophila 3D Wine Expo" is the Metaverse entirely dedicated to wine
The "Vinophila 3D Wine Expo" is the Metaverse dedicated to the cultivation of the vineyard and the production of wine created by Lorenzo Biscontin

Lorenzo Biscontin: “It seemed right to ask ourselves: 'What did we do wrong?…'”

“We had an interesting day from many points of view”, explained Lorenzo Biscontin.

“It was an excellent starting point to bring attention to the generation gap and how to intercept Millenials and Generation x, a problem that cyclically recurs in the wine sector. It seemed right to ask ourselves: 'what did we do wrong?…'".

Definitely the birth of a Metaverse all dedicated to wine, like Vinophila, falls within the logic of creating new media, with new languages ​​and the possibility of richer interactions such as immersive reality.

Vinophila it is in fact certainly one of the tools to fill this gap and begin to involve entire generations in wine in a substantial and lasting way.

Approaching the "nectar of the Gods" also through the Metaverse, in a complementary way to physical reality, is a fun way to enjoy wine, to which tasting is added.

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The MIB Trieste School of Management is located in Palazzo Ferdinandeo
The MIB Trieste School of Management is based in Palazzo Ferdinandeo: on 14 July 2022 it hosted the round table "Marketing and Innovation of North-Eastern wines" of its Summer School

“It is right there, in the virtual world, that the product is closest to everyday life”

“The Metaverse, in conclusion, answers many of the reasons why wine does not involve the most young. In Metaverse, wine is thus closer to everyday life. The best way to stay informed about news and trends, to intercept and dialogue with consumers", underlines Lorenzo Biscontin again.

Il MIB of Trieste understood from the beginning of the adventure of Vinophila its innovative scope and has decided to be present with its own stand inside the Metaverse some wine.

In its stand, the MIB presents its training offer and interacts with producers, experts and wine enthusiasts.

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Metaverse is a term coined by Neal Stephenson in Snow Crash, a cyberpunk science fiction book, described as a sort of virtual reality shared via the internet, where one is represented in three dimensions through one's avatar
Metaverse is a term coined by Neal Stephenson in Snow Crash, a cyberpunk science fiction book, described as a sort of virtual reality shared via the internet, where one is represented in three dimensions through one's avatar

"Telling about cultivation and processing techniques for health and lifestyle"

“For those who, like us, are already putting down roots in the Metaverse, a big step forward towards the new generation has already been taken”, concludes the creator of Vinophila.

“However, a change of language is necessary. In short, there must be a change of pace also on the contents. The world of wine always talks about the characteristics of wine and grapes, but not about the benefits of the different methods of cultivation and production for health and lifestyle".

“We must be able to tell all of this and in the Metaverse, through multimedia interactions, avatars, videos and links, storytelling about what wine is and what it means to drink and taste it is really just a click away…”. Here are the Facebook offices in Zurich where the Metaverse will be born

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The "Vinophila 3D Wine Expo" is the Metaverse entirely dedicated to wine
The "Vinophila 3D Wine Expo" is the Metaverse dedicated to the cultivation of the vineyard and the production of wine created by Lorenzo Biscontin