Wine beyond the glass: experiential marketing and trasformation of the wine industry

"Wine beyond the glass: experiential marketing and transformation of the wine industry” explores the shift of the wine sector from a product-centred model to an experiential and symbolic paradigm. Wine is framed as a hyper-product whose value increasingly extends beyond consumption to include cultural, emotional, and experiential dimensions. The thesis analyses how experiential marketing contributes to this transformation by reshaping consumption practices and reinforcing the role of storytelling, terroir, new trends, and consumer engagement in the global wine industry.