Tradition meets innovation in a changing market

: the case of Nonino

Abstract

This case study investigates the strategic evolution of Nonino, a family-owned distillery founded in 1897 in Percoto, Northern Italy. The company is internationally known for its high quality grappa and for elevating it to premium spirit. Despite its success and strong brand identity based on craftmanship, quality, and tradition, the company faces a general decline in the domestic grappa market, fostered by generational shifts in consumer behavior. To face these challenges, Nonino must adapt to evolving market dynamics while preserving its heritage. The demonstration analyzes the strategic responses of the company, its strategic positioning and differentiation strategy, and the consumer behavior of younger generations, particularly Millennials and Generation Z. It evaluates Nonino's ability to maintain its relevance in the global spirits market through product innovation, international and intergenerational expansion, and the entry in new categories of the market, using storytelling, digital engagement, and consumer education as tools for its long-term competitiveness in the industry. The Literature Review explores topics related to the Case issues and the Teaching Note offers an analysis of the Case that can be used as a basis for a class discussion.

Date of Award	7 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Magalhães Guedes (Supervisor)