Ep. 2507 Stevie Kim interviews Vincenzo Russo of IULM University in Milan | Next Generation

Welcome to Episode 2507 of the Italian Wine Podcast.This is Next Generation episode where Stevie interviews, in Italian, Professor Vincenzo Russo, Director of the project and expert in neuromarketing applied to wine. Together, they explore the Young Wine Neuro-Engagement Index, an innovative tool designed to measure how appealing wineries, products, and communication are to younger audiences. Powered by Sardegna Ricerche with the support of Assoenologi Sardegna and under the supervision of IULM – Behavior & Brain Lab, the project marks a pioneering pilot in the Italian wine scene. Stevie and the Professor will discuss Young Wine Neuro-Engagement Index’s five-step methodology, the Cannonau case study, and the evolving relationship between young consumers and wine. More about today’s guest: Professor Vincenzo Russo is Full Professor of Consumer Psychology and Neuromarketing, Founder and Coordinator of the Neuromarketing Research Center 'Behavior and Brain Lab IULM', Scientific Director of the Master's Program in Food and Wine Communication (IULM), the Master's Program in Sport Communication and Marketing (IULM), and the Executive Master's Program in Neuromarketing, Consumer Neuroscience and Market Research (IULM). Founded in 1968, IULM University (Libera Università di Lingue e Comunicazione IULM) is a private university in Milan specializing in languages, communication, marketing, and cultural studies. Known for its interdisciplinary approach, IULM bridges academia and industry, offering programs in media, marketing, and food and wine communication, and is home to cutting-edge research in consumer psychology and neuromarketing. Connect: Website: https://www.iulm.it/ More about the host: Stevie Kim is an Italian Wine Marketing & Communication Expert, Brand Positioning Specialist, and Public Speaker based in Verona, Italy. As Managing Partner at Vinitaly, she leads key initiatives, including OperaWine, Vinitaly International Academy, wine2wine Business Forum, and 5StarWines & Wine Without Walls. A passionate Italian Wine Evangelist, she harnesses social media and education to promote Italian wine on a global scale. The Italian Wine Podcast is part of Mamma Jumbo Shrimp, a brand Stevie launched in 2020 to make wine more accessible through books, maps, videos, and the Italian Wine Travel with Stevie YouTube series. Stevie often joins Professor Scienza in his shows to lend a hand keeping our Professor in check! You can also find her taking a hit for the team when she goes “On the Road”, all over the Italian countryside, visiting wineries and interviewing producers, enjoying their best food and wine – all in the name of bringing us great Pods! Connect: Instagram: https://www.instagram.com/steviekim222/ Website: https://www.vinitaly.com/eventi/operawine/stevie-kim/ _______________________________ Let's keep in touch! Follow Italian Wine Podcast on our social media channels: Instagram: https://www.instagram.com/italianwinepodcast/ Facebook: https://www.facebook.com/ItalianWinePodcast Twitter: https://www.twitter.com/itawinepodcast Tiktok: https://www.tiktok.com/@mammajumboshrimp LinkedIn: https://www.linkedin.com/company/italianwinepodcast If you feel like helping us, donate here: https://www.italianwinepodcast.com/donate-to-show/ Until next time, Cin Cin!