Vinitaly launches first ‘hackathon’

(TDB) - 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”.

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.”