During the first two lessons of this course, the instructor will introduce students to a “special” pre-tasting focusing on flavors and aromas related to wine. Students will taste blackberries, pineapples, and apples and smell leather, chocolate, and yeast in order to shape or recover their olfactory memory. The same method will be used to explain “sparkling wines,” with a pre-tasting of sparkling water for the students to become familiar with different kind of bubbles. A sparkling or “spumante” wine will be the opening wine of the tasting sessions. Students will also become acquainted with Italian culture and geography through the tasting of wines from different Italian regions, following a regional geographical criterion from northern to central to southern Italy. A special focus is devoted to Tuscany (a tasting of three wines) and to international wines (a tasting of three wines from other European countries). Field research will be carried out with a visit to the main wine shops of Siena. Several of the primary marketing concepts will be introduced and explained during each lesson; however, lessons are predominantly focused on wine marketing, with special regard to case histories (small family businesses/famous wineries).