From Tradition to Innovation: Neuromarketing and Communication Strategies in the Global Wine Market — The Lungarotti Case

This thesis examines the intersection between tradition, culture, and innovation in the wine industry through the perspective of neuromarketing, focusing on the Italian winery Lungarotti. The first chapter outlines the historical and cultural evolution of viticulture, highlighting the continuity of wine production in Umbria and Lungarotti’s role in combining regional heritage with modern business strategies. It also presents the company’s mission, vision, and values, emphasizing its cultural initiatives and commitment to sustainability and education. The second chapter explores the theoretical foundations of neuromarketing and consumer behaviour. It discusses the main neuroscientific tools and their role in studying emotions and decision-making. Furthermore, it analyses how cognitive biases and emotional branding influence purchasing behaviour, while addressing the ethical and methodological limitations of the discipline. The third chapter applies these concepts to the global wine market, investigating how neuromarketing contributes to brand communication and internationalization strategies. Through a qualitative interview with a representative of the company, the research explores how Lungarotti employs authenticity, storytelling, and multisensory experiences to strengthen emotional engagement and brand recognition across international markets. By combining theoretical insights with empirical analysis, this study demonstrates how neuromarketing can enhance consumer perception and brand value when aligned with cultural heritage and authenticity. The findings highlight opportunities for wine producers – especially in Umbria – to adopt neuromarketing-driven strategies that integrate tradition, innovation, and emotional connection to achieve sustainable competitiveness in the global market.