Vinitaly launches first ‘hackathon’

27th February, 2014 by Lauren Eads

Vinitaly International is challenging more than 400 young people to come up with tech solutions to engage their generation in the world of wine in the industry’s first ever 24-hour “hackathon”.

vinitaly

H-ACK Wine is a collaboration between Vinitaly International and H-FARM Ventures, a digital platform and incubator for Italian tech companies, founded to help young entrepreneurs launch initiatives in the internet sector.

In the course of 24 hours from Saturday, 1 March, to Sunday, 2 March, at H-FARM’s campus in Treviso, teams of young hackers will race to create winning solutions to problems posed by wine industry leaders.

Its aim is to expand wine communication beyond the traditional channels of press releases, promotional events and incoming activity, to adopt business models based on digital platforms such as blogs, websites and social media.

Participating companies proposing business challenges include Allegrini Estates, a leading producer of Valpolicella Classica, and the Trentino-based Cantine Ferrari, as well as Vinitaly International itself.

All three challenges will be posed by the female leaders of the participating companies, affirming the role of female leadership in Italian wine.

Stevie Kim, managing director of Vinitaly International, said: “The main problem is that now young people in Italy associate wine as something old people drink, and not modern or trendy.”

“We’re posing this challenge to the young people at H-ACK Wine because they are in the best position to understand how to appeal to this market – a demographic that will of course be vital to the future of wine consumption in Italy. The hackers’ objective will be to develop a digital tool to engage young people, and to position wine drinking as young, modern – and above all, cool.”

Camilla Lunelli, director of communication and external relations at Cantine Ferrari, said: “The decision to participate in H-ACK Wine fits into our larger goal of increasing communication on the web, and finding innovative digital solutions that help strengthen Ferrari’s international reputation as the ambassador of the Italian ‘art of living.”

“We are convinced that even a company with a history of more than a hundred years, one that is extremely proud of its tradition, must always keep an attentive eye on the future and on innovation.”

Marilisa Allegrini, the marketing director of Allegrini Estates, said: “This event opens up enormous prospects for the world of Italian wine and emphasizes the crucial role of female leaders in seizing the new opportunities offered by digital tools,” adds Kim.

The winning teams will be rewarded with prizes sponsored by the participating companies, as well as the opportunity to participate in H-CAMP, the intensive accelerated program of H-FARM, where they will work to further develop their projects.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

National Account Manager – On-Trade

Berkmann Wine Cellars
London, UK

Sales Manager – Midlands and South West

Pol Roger Portfolio
Midlands and South West

UK Brand Ambassador - That Boutique-y Gin Company

That Boutique-y Gin Company
Tunbridge Wells, Kent, UK

Senior National Account Manager – Grocery (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Senior National Account Manager – Wholesale RTM (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Digital Marketing Manager

Master of Malt
Tunbridge Wells, Kent, UK

Experienced On Trade Sales Person

Borough Wine Imports
London, GB

3 x Business Development Executive

The Lakes Distillery Company Limited
Newcastle head office and nationwide, UK

Editor

Master of Malt Ltd
Tunbridge Wells(Kent)

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Brand Manager

Hallgarten Druitt
Luton, UK

Experienced On-Trade Salespeople Required

Portal Wines and Spirits
London, UK

The Global Merlot Masters 2017

Deadline : 17th April 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 14th April 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more