Michela Mingione (Research Fellow in Management)

This lesson explores what wine brand authenticity is, with special regards to brand authenticity in the new Era of Digitalization. The following slides explain what brand authenticity is (with a focus on its antecedents and consequences), along with the contexts that studied the phenomenon. The lesson is supported by a single case study on an Italian winery, a leading one in the sector of wine tourism, the Antonelli winery. Thanks to this lesson, knowledge on brand authenticity in the context of wine tourism can be acquired. A special focus on wine tourism Post-Covid is also highlighted. In particular, readers we can learn: the specific sources of brand authenticity in the new era of digitalization and what responsibilities a brand face in the digital age, when attempting to maintain its authenticity.