The following is my coursework assignment due in April. If any of my readers has suggestions on industry journals, websites, or other resources that may be helpful, I would greatly appreciate it. I have already begun my research but am in infancy of the assignment. Thank for all of your support.
WSET Diploma in Wine & Spirits
Candidate assignment brief April 2013
Accounting for the success of Pinot Grigio, Prosecco and Brunello di Montalcino
For those versed in conventional marketing wisdom, the behaviour of the Italian wine sector can seem odd if not inexplicable. Much of the success of the New World wine industries can be attributed to brand led marketing. By contrast, the achievement of the French industry can, in large part, be said to be based on emphasising the link between wine and its place of origin. Whilst elements of both these strategies have played a role in Italy, neither seems to fully explain the sales growth achieved by wines as diverse as Pinot Grigio, Prosecco and Brunello di Montalcino.
2. Strategy and required sections
a) Presentation and structure:
Assignments should include a declared word count and a bibliography correctly referenced throughout the body of the text.
b) The commercial success of Pinot Grigio, Prosecco and Brunello di Montalcino:
The candidate should account for the commercial success of Pinot Grigio, Prosecco and Brunello di Montalcino. For each of these, the candidate should evaluate the potential of these wines for sustaining further growth.
c) The Cinderella wines:
There are other Italian wines deserving of success, but where this does not seem to have been forthcoming. The candidate should select two examples of such wines and explore the reasons for their perceived lack of popularity. What are their prospects for success in the future?
The report should be of between 2500 and 3000 words in length (not including appendices, tables or diagrams) with a declared word count and bibliography which is correctly referenced throughout the body of the assignment. Appendices are exclusively for the inclusion of charts, diagrams, tables etc. Allocation of marks will be as follows:
Section a) – including structure and style (coherence, flair, fluency, use of examples), bibliography showing diversity of evidence of research which is used appropriately and correctly referenced, presentation (spelling, grammar, legibility): 20% weighting
Section b) – The commercial success of Pinot Grigio, Prosecco and Brunello di Montalcino: 60% weighting
Section c) – The Cinderella wines: 20% weighting
Examiners will be looking for
- Explicit evidence within the body of the assignment of diverse and relevant research drawn from both trade and general publications.
- Evidence of commercial awareness.
- Evidence of original and reflective thought.
- Examples and information to justify arguments made in the assignment.
- Evidence that the information and examples uncovered by research have been the subject of careful study and analysis before being deployed in the assignment.
- Good presentation and clear thinking. This includes good layout, contents lists and references.
- Candidates must address all required sections and gain an overall minimum mark of 55% to qualify for a pass grade.