Marzia Varvaglione has been involved in wine all her life: ten years ago, after her international training, she took on the role of Business Development Manager within the family business. Through a shrewd marketing and communication strategy, as well as an innovative technology approach, she revolutionized the Varvaglione brand, meeting the tastes of GenZ.
Generation Z: identikit of tomorrow’s consumer – session sponsored by AGIVI
This session offers an in-depth look at the new generation of consumers of today and tomorrow, “Generation Z”, which includes those born since 1997. Through an internal survey carried out on AGIVI member wineries, a real identikit of tomorrow’s consumer will be proposed. What are their favorite wines? What is their current portfolio? What is their news background? What are their main interests about the world of wine? These are just some of the questions the proposed study sought to answer.