mag. Pierpaolo Penco

Pierpaolo Penco is a Senior Visiting Professor at the School for Viticulture and Enology at the University of Nova Gorica, where he has taught courses on International Wine Marketing, Advanced Wine Marketing & Consumer Behaviour, and Wine Tourism & Cellar Door Sales since 2007.

Since 2003, he has headed executive training for the wine industry at the MIB Trieste School of Management. He serves as Director of the Wine Business Management course and lectures on wine strategy and marketing.

He is visiting lecturer at the Sant’Anna School of Advanced Studies in Pisa, as well as for other universities, training institutions, Chambers of Commerce, and industry organizations, while contributing to academic research and publications.

Formerly the Italy Country Manager for Wine Intelligence – IWSR (a leading European wine market and consumer research firm), he is a founding partner of Affinamenti, providing consultancy services to companies, interprofessions, and industry associations in the food and wine sector.

His articles have appeared in leading industry publications, and he has extensive experience serving as a judge for wine guides and international competitions.

Selected publications:
- P. Penco, A. Zago: "Strategie e Case Studies," in A. Zago, Manuale di Viticoltura Biodinamica, Terra Nuova Edizioni, 2023
- P. Penco: Sustainability, Environment, Innovation and Marketing: The Wine Industry Challenge, Conference paper for the EU Commission Joint Research Centre (JRC), Trieste 2016
- P. De Luca, G. Gallenti, P. Penco: "New Customers in New Markets: Italian Wine in India," in The Relationship between Innovation and Internationalization. Research Paths and Business Cases (edited by P. De Luca), University of Trieste Editions, Trieste 2015
- P. De Luca, P. Penco: "The Role of Packaging in Marketing Communication: An Exploratory Study of the Italian Wine Business," 3rd International Wine Business & Marketing Conference, July 6-8, 2006, Montpellier (France)