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The Sustainable Wine Race

The Sustainable Wine Race

The Italian winery challenge

Our challenge

How can Schenk avoid the “Green-washing trap” and communicate that their commitment to sustainability is serious and reliable? And how can students help a company which wants to see its year-long efforts towards sustainability recognized by the market and appreciated by consumers? That’s a real challenge for dynamic and curious students: you might have repeatedly analyzed, studyed, mentalized the concept of sustainability in class, but can you bring substantial understanding and successful ideas out to the real world? Are you ready to help Schenk capitalize its serious sustainability commitment, thereby contributing to its market success in the tough Italian wine sector?

Study format
Application period
17 January – 13 March 2023
Study period
17 April – 19 May 2023
Hosting university
University of Trento
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Challenge Provider: The Italian winery Schenk Italia, 

Final Prize: Winner: 2.000 euros. Runner ups (second and third): 500 euros


Schenk Italia, one of the major wineries in Italy, producer of wines and sparkling wines since 1952, has experienced many evolutions and changes over the years. After the foundation in Reggio Emilia, in 1960 the winery moved to Ora (Alto Adige) and the associated wineries became two in 2011 with the acquisition of Bacio della Luna, the Valdobbiadenewinery dedicated to the production of sparkling wines with a focus on Prosecco. The third winery was included in 2016 with a small estate in Montepulciano (Tuscany), Azienda Agricola Lunadoro, with 12 hectares of entirely organic vineyards.

For some time now Schenk has been focusing on the sustainability of processes and products. After a complete analysis of the processes - including production and energy costs-, effective action was taken, and a number of products very much in line with this sustainable approach were developed.

The challenge and focus of the company is now to ensure that all the efforts and commitment to sustainability are communicatedin a complete and exhaustive way, by conveying a very clear message about where the company is going to: A concrete message - rather than mere “poetry”- that gives the consumer the certainty that we are working on something real.  We know that “organic”, “eco-sustainable”, and “green” are often used just as shining labels: how can we avoid the “Green-washing trap” and communicate that our commitment to sustainability is serious and reliable?

The challenge

The Sustainable Wine Race

Can Schenk’s sustainability be communicated in a strong and reliable way - and not just as a common slogan? Can we avoid the “Green-washing trap”? What is making “our” sustainability different from competitors?

Expected impact

Ideal outcome of the Challenge is for Schenk:

  • Getting original views, opinions and analyses from fresh minds outside our working context where, very often, we take too many things for granted and we do not notice some details that are important and could make the difference.

Innovative Ideas that are, however, concrete and applicable in an industrial reality that has to deal (unfortunately) with costs, last minute requests from each country, with increasingly tight deadlines.

Concrete communication projects that will allow us to develop a communication package to be conveyed through the appropriate channels, with the aim to distinguish ourselves and the company from the competitors - who talk about the same topics over and over but take no real action.

Hosting university

University of Trento

University of Trento