Four students from the University of Oregon got firsthand experience studying wine marketing in collaboration with Bindi Sergardi winery in Siena this summer. With wine consumption trends tending toward the younger generation, the students lent their valuable perspectives to the winery managers while also gaining their own work experience. ‘Working with Bindi Sergardi has opened my eyes to the wine industry in Tuscany and the complexity of producing an exceptional wine,’ commented Matthew St Clair, a third year marketing major. Throughout this intensive six-week program, the students spent their days learning about the local wine industry and examining global trends. They then used this information to develop an all-inclusive marketing plan, capitalizing on the growing interest in wine among the younger generation. Third year business major Jade Walker said, ‘This experience has been the most impactful of my college career because it ties us to a real winery where our efforts can actually make a difference.’
Giulia Bernini, Bindi Sergardi’s marketing director, replied, ‘[These students represent] the future of our industry; we wanted to see what aspects of wine appealed to them.’ As the up-and-coming generation gains more buying power, wineries will have to learn to adapt to the change in consumer preferences. Bindi Sergardi has already popped the cork on this opportunity.
