Italian wine sector introduces neuroscience to sommelier training

The Onav 3rd Level Sommelier and Taster course, starting in Catania on October 24, is introducing neuroscience into its curriculum. The program aims to provide a holistic approach by combining technical wine knowledge with anthropology, communication, and neuroscience to help professionals understand how different generations perceive wine.

Vincenzo Russo, an associate professor of Consumer Psychology and Neuromarketing at Iulm University, will teach how brain structures influence appreciation. For instance, Boomers may respond more to technical data due to prefrontal cortex development, while Generation Z may respond more to visual and immediate rewards. This approach encourages professionals to adapt their language and non-verbal communication to their audience.

In the Oltrepò Pavese region, entrepreneur Antonio Faravelli has introduced the Metodo Classico Vitea. Produced by Cantine Vitea in Montù Beccaria, this Pinot Nero focuses on expressing terroir through rigorous vinification without added sugars. The project features specialized packaging designed to reflect the local landscape and offers numbered bottles to track the wine's evolution over time.