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wine2wine • Auditorium wine2wine - Palaexpo Floor -1

Monday, 13 November 2023 11:15 • 12:00 (CET)

Enotourism: a Social Media Journey to #1

Ticket wine2wine Business Forum 2023
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Description

The Catena Zapata winery was founded by an Italian immigrant to Argentina, Nicola Catena, in 1902. In many ways, the winery is a traditional family winery with a family member at the helm for four generations.

However, the wine journey of current Managing Director Dr. Laura Catena has been anything but traditional. Laura started her professional career as a medical doctor in the United States and has practiced both medicine and winemaking for 25 years. She credits her father Nicolás, a Doctor in economics, with teaching her everything she knows about making wine and running a business.

When Laura started working with her father, she asked him to explain what people meant by “marketing.” Her father answered: “Laurita, it is hard to prove and sustain a #1 position over time, but when you do something different, you are most likely to win. Always focus on differentiation.”

Today, Laura thinks that authenticity is the key to differentiation. During her session, she will show us - through a series of social media moments - how in 2023 the family winery, Catena Zapata, made it to the #1 World’s Best Vineyard position.



Event languages: Italiano, English

How to participate: 100% in-person attendance, with wine2wine Business Forum ticket

Speakers

Speaker - Dr. Laura Catena
Dr. Laura Catena

Dr. Laura Catena is the Managing Director of Catena Zapata winery in Argentina, recently named the World’s Best vineyard. She is a medical doctor and fourth-generation vintner, on a mission to elevate Argentina’s reputation as a great wine country.

A pioneer in Malbec since 1902, Catena Zapata is the oldest family winery in Argentina.

Laura founded The Catena Institute of Wine in 1995 to conduct industry-leading wine research. She has authored three books: “Vino Argentino”, an insider’s travelogue to Argentine wine country, with great food and wine pairings; “Gold in the Vineyards”, and “Malbec Mon Amour”, a compelling story - recently featured in the New York Times - of near extinction, rebirth, and a happy ending, the tale of how a plant has enriched the lives of millions for over 2,000 years.

Laura has been honored with the following accolades for herself and on behalf of the winery: • Catena Zapata #1 World’s Best Vineyards, 2023 • Dr. Laura Catena Outstanding Achievement Award, Meininger Awards Excellence in Wine & Spirit, M2023 • Dr. Laura Catena Old Vine Hero Award, Jancis Robinson, March 2023 • Dr. Laura Catena Woman of the Year Award, Drinks Business, 2022 She has also been invited to contribute to these important organizations: • Dr. Laura Catena Honorary President, Wine & Spirt Education Trust (WSET), 2023 • Dr. Laura Catena Board Member, Fulbright Association, 2023
Speaker - Mod. Stevie Kim
Mod. Stevie Kim
Stevie Kim is an Italian Wine Marketing & Communication Expert, a Brand Positioning Specialist and an experienced Public Speaker based in Verona, Italy. She is Korean- American and has acquired a BS degree from NYU – Leonard N. Stern School of Business, an MBA from Bocconi University, School of Economics and Management, and a Post Graduate specialization in Wealth Management at the University of Pennsylvania – The Wharton School.
Her devotion to Italian Wine is deep and wide. She is an Italian Wine Evangelist. As Managing Director of Vinitaly International, Stevie has launched and now coordinates a series of initiatives connected to the Vinitaly brand including OperaWine, Vinitaly International Academy, wine2wine Business Forum and 5StarWines & Wine Without Walls.
As a social media enthusiast, Stevie is always seeking innovative ways to communicate Italian wine – with a strong creative emphasis on social media and educational platforms. In 2017, Stevie founded the Italian Wine Podcast, the first podcast in English dedicated exclusively to Italian wine and protagonists. The show amassed more than six million listens alone on SoundCloud. The Italian Wine Podcast now airs 7 days a week, 365 days a year, and boasts over 1500 episodes featuring some of the best-known voices in the international wine community.
Along with books, maps, and videos, the Italian Wine Podcast is part of the “Mamma Jumbo Shrimp” project, an umbrella brand conceived during the COVID-19 lockdown of 2020 that strives to take big concepts and make them accessible in smaller bites. Every week, the Mamma Jumbo Shrimp YouTube channel airs “Italian Wine Travel with Stevie” travels to wineries and regions across Italy.

Location

Auditorium wine2wine - Palaexpo Floor -1
Auditorium wine2wine - Palaexpo Floor -1