My professional journey began in the legal field, where I practiced as a commercial lawyer, advising numerous international companies operating in the fashion, advertising and events industries. During those years, I specialized in commercial law, with particular expertise in contracts, intellectual property and business negotiations. It was an experience that taught me the value of strategy, vision and the ability to transform ideas and relationships into tangible projects.

At the same time, my passion for wine gradually evolved into a profession. In 2007, I became an AIS Certified Sommelier and began collaborating with leading wineries, recognizing as early as the beginning of the 2000s that the future of the industry would depend not only on product quality, but also on the ability to design experiences capable of enhancing perceived value. During this period, I began studying and applying event marketing and experiential marketing as strategic tools for communicating wine through emotion, engagement and meaningful consumer relationships.

Over the following years, I lived and worked in New York, Brussels, Paris and Bordeaux, experiences that broadened my international perspective and shaped a multidisciplinary approach to marketing. In 2014, I earned an MBA in Wine Marketing and Management in Bordeaux, presenting a thesis entitled “Guerrilla, Viral, and Event Marketing as New Languages and New Strategies for the Wine Business”, which explored the evolution of communication in the wine industry and new ways of creating value through experience.

After returning to Italy, I joined Italesse, a leading company in professional glassware for the wine industry, as Head of Marketing. There, I had the opportunity to turn a vision into a tangible project: Senses, an innovative concept designed to redefine the role of the wine glass in the tasting experience, transforming it from a simple serving tool into an active element of sensory perception.

Developed at the intersection of design, scientific research, wine culture and neuroscience, the project introduced a new generation of sensory glassware designed to enhance the unique characteristics of each terroir and the organoleptic profile of every wine. Beyond redefining the glassware category, Senses became a key driver of Italesse’s international rebranding and repositioning strategy.

This journey also led to the creation of Italesse Academy, conceived as a centre for education, research and culture dedicated to professionals in hospitality, wine and fine dining, and to my appointment as Director of Brand Vision & Experience, a role through which I continue to develop projects exploring the relationship between perception, brand identity and experience.

In 2022, I published Cantine Storiche d’Italia (“Historic Wineries of Italy”), released by 24 ORE Cultura (Gruppo Sole 24 Ore), a book dedicated to the architectural, cultural and entrepreneurial heritage of Italy’s most iconic wineries—a journey through places where history, territory and business come together in a single narrative.

Today, my work focuses on experience as a strategic driver for the evolution of the wine and premium food industries. I believe that the value of a product is not determined solely by its intrinsic qualities, but above all by the way it is perceived, understood and remembered.

I believe that the future of wine and premium food will belong not simply to those who produce the best products, but to those who are able to design the experiential context in which those products express their greatest value. This is why I am particularly interested in working at the intersection of different disciplines, where innovation has the power to redefine entire industries.

This belief is the foundation of my work: integrating neuroscience, sensory design, branding and experiential marketing to develop new models that transform tasting into a tool for knowledge, differentiation and value creation for people, places and businesses.

My ambition is not simply to interpret market change, but to help shape its language, its tools and its future models.

About Me

Selected References: Cantine Storiche d'Italia, Ed. 24OreCultura - Italesse Senses - Italesse Academy