Seminar on the marketing of balsamic vinegar

5 Jun, 2023

Last month, at the degree course in 'Quality and Procurement of Raw Materials for Agri-Food', we hosted Daniele Bacchini, export manager of the Acetaia Castelli.

Daniele is a former student of the University of Parma where he studied Gastronomic Science and afterward, he attended a Master marketing and communication, marketing e comunicazione d'impresa from the Professional Datagest Bologna. Since 2016 he has been working for the Acetaia Castelli which is located in Rio Saliceto, a small village in Reggio Emilia province in Emilia-Romagna (Italy). This Acetaia produces balsamic vinegars of Modena and Reggio Emilia, wine vinegars, young and aged condiments, and other products such as compotes.

Daniele's talk was specifically focused on the marketing of balsamic vinegar which is a product obtained mostly by cooked grapes must. This is the first ingredient together with the passing of time and our experience. It is made with Lambrusco, Trebbiano and Spergola grapes farmed in Acetaia Castelli’s land. The must comes from a softly squeezing out, cooked on fire and matured in wooden barrels. They used seven different kinds of woods (acacia, cherry wood, pear, juniper, chestnut, mulberry, oak) which give the vinegar an extraordinary bouquet of aromas. Aged balsamic vinegar appears as a refined nectar, thick and shining. 


Daniele explained the price, communication, and product diversification strategies that the company developed over the years in order to meet its consumer's needs and bring value to their offer. His insight and experience were very much appreciated by the students who are studying to become experts in the evaluation, selection and procurement of raw materials for industry, catering and large-scale retail trade.

After his talk we also had the pleasure to taste several types of Acetaia Castelli's balsamic vinegars. This tasting session was preceded by a lecture on sensory analysis given by Ph.D. candidate Giulia Andreani from the Department of Food and Drug. In particular, Giulia provided a specific focus on sensory marketing and how this new field of study aims to create an atmosphere that encourages consumers to purchase the product by leveraging sight, smell, touch, taste, and hearing.





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