event image

wine2wine • Auditorium wine2wine - Palaexpo Floor -1

Monday, 13 November 2023 14:00 14:45 (CET)

The Shapes & Sizes of Brand Ambassadors for Luxury Wine

Ticket wine2wine Business Forum 2023
Buy the ticket to join the event


Brand ambassadors can be a key element in spreading the story and messaging of a winery. This is particularly important for luxury wineries, where sales are more brand-driven vs packaging or shelf placement driven. Brand ambassadors can take a variety of “shapes and sizes”, from being part of people’s jobs to a full team of brand ambassadors globally. This session will explore the role of brand ambassadors, how they add value, and the common archetypes of effective brand ambassadors in the context of luxury wine.

Event languages: Italiano, English

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


Speaker - Peter Yeung DipWSET
Peter Yeung DipWSET
Peter Yeung (pronounced “young”) is a leading wine business consultant, developing strategic business plans and innovative marketing plans for the wine industry. He is the author of the book “Luxury Wine Marketing” and the host of the XChateau podcast. He was previously Vice President of Strategy & Business Development at Realm Cellars in Napa and Kosta Browne Winery in Sonoma, managing the allocation systems and business analytics functions. Peter holds the WSET Diploma as well as the CIA’s Certified Wine Professional designations. Prior to wine, Peter led Strategic Marketing, Market Development, and Sales for a clean technology company in Silicon Valley and was a management consultant with McKinsey & Company. Peter also holds a MSc from the London School of Economics and a BA from the University of California, Berkeley in Economics and is based in San Francisco.
Speaker - Mod. Matteo Lunelli
Mod. Matteo Lunelli

A passionate entrepreneur, Matteo Lunelli is President and CEO of Ferrari Trento Winery, Italy’s leading producer of luxury sparkling wines, founded in Trento in 1902. He is also the CEO of Gruppo Lunelli, an Italian beverage group which, along with Ferrari, includes: Surgiva, which produces a light and exclusive mineral water; the historic grappa Segnana; the Tenute Lunelli still wines (from Trentino, Tuscany and Umbria); Bisol 1542, a renowned Prosecco Superiore; and, finally, Tassoni, an Italian leader in the production of citrus soft drinks and known worldwide for the iconic ‘Cedrata’. All brands which have long traditions and a strong link to their territories. After graduating with honors in Economics from Bocconi University in Milan, he worked for five years in Zurich, London and New York as a financial consultant at the American investment bank Goldman Sachs. Strongly committed to promoting Italian lifestyle, Matteo is President of Fondazione Altagamma, which gathers leading high-end Italian companies from seven sectors. Under his leadership Ferrari Trento has won the title of “Sparkling wine producer of the year” five times, alongside numerous other prestigious titles. He was recently awarded “Guido Carli Prize” for his constant commitment to promoting Italian excellence.


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