Soave, May 13th, 2016

Institute of Masters of Wine: Jane wins the Soave essay contest

Jane Nisbet Huseby, Masters of Wine student living in Norway, won the first edition of the essay contest launched by the Consorzio di Tutela del Soave in collaboration with the Institute of Masters of Wine. The essay topic was, “Volcanic Wines, a new notion of terroir: explain how cross-territorial marketing and communication can be used as an opportunity for Soave and Italian volcanic wines.”

The winning essay will be presented May 19th and 20th during the Soave Preview, which will host over 150 international buyers and journalists.


Press Release n° 23/2016 del Consorzio per la tutela vini Soave e Recioto di Soave


The Consorzio di Tutela del Soave e Recioto di Soave  is delighted to announce Masters of Wine (MW) student Jane Nisbet Huseby has won the Soave essay competition.


This is the first time that the Soave Consortium organised an essay contest. Launched earlier this year, the competition saw entries from MW students spanning three continents.


Jane’s winning essay is titled Volcanic Wines, a new notion of terroir: explain how cross-territorial marketing and communication can be used as an opportunity for Soave and Italian volcanic wines. Jane distinguished herself not only for centring on the phenomenon of volcanic wines, but also for building on what has already been developed by Soave over the last few years. Our judges felt she gave fresh ideas on how volcanic wines can be further promoted, positioned and communicated in collaboration with appellations of volcanic origin throughout the world.


Aldo Lorenzoni, Director of the Soave Consortium explains:

“The essays provided us with interesting insights and original interpretations which we will expand upon in the coming months. It is always useful and constructive to understand how others see us, especially when it comes to wine experts working around the world. It puts us in a position to improve our approach and to design promotional proposals that are more in tune with the international markets that we are currently developing. It has been a pleasure to collaborate with the Masters of Wine Institute on this initiative, after the IMW’s Volcanic Wines Seminar, held last February in London.”


Olly Champan, Programme and Development Manager for the IMW said:

“We were delighted to collaborate with the Consorzio di Tutela del Soave on this initiative. Giving MW students the opportunity to work with such organisations only enhances their learning and development whilst on the study programme.”


Jane said:

“I think this is an excellent initiative between the Soave Consortium and the Institute of Masters of Wine. I am extremely excited and honoured to have won the essay competition, and I hope my contribution can make a difference to the future marketing and position of volcanic wines.”


The official presentation of Jane’s winning essay will be held during the Soave Preview next week, which hosts over 150 international buyers and journalists.




Please contact:

Lucia Vesentini

Marketing and Communications Manager

Consorzio di Tutela del Soave

T: +39 045 7681578

E: [email protected]


Notes to Editors:


Consorzio di Tutela del Soave e Recioto di Soave

In 1931, Soave was the first zone in Italy to be recognised by Royal Decree as having the potential to produce fine wines. However, it wasn’t until 1968 that the first Soave DOC was created, and a year later the Consortium was founded, to promote and to develop the appellation. Since 1968, there have been a number of revisions to the Soave DOC, including the DOCG production zones, with the main objective being to increase the overall quality of the wines. In 1998, Recioto di Soave was granted DOCG status. Around the year 2000 Soave also mapped the Cru areas within the DOCG productions areas. Despite its small surface area, Soave produces among the highest quantities of wine in Italy due to its historical specialised viticulture, which has changed very little over the last century. In fact, in 2016, Soave was recognised by the Italian Ministry of Agriculture as a “historic rural landscape”, the first wine DOC to receive this recognition.


Masters of Wine Institute

There are 342 Masters of Wine today, working in 25 countries. The Membership encompasses winemakers, buyers, journalists, shippers, business owners, consultants, academics, and wine educators.

The Institute of Masters of Wine, which is a non-profit organisation, stands for excellence, interaction, and learning. The Institute, which has its headquarters in London, runs courses, events and examinations on four continents.

In addition to passing the Institute’s exams, Masters of Wine are required to sign the Code of Conduct and join the Institute before they are entitled to the initials ‘MW’. The Code of Conduct insists that Masters of Wine should act with honesty and integrity, and use every opportunity to share their understanding of wine with others.

There are currently 350 students, from 35 countries, in the Master of Wine Study Programme.



Jane Nisbet Huseby

Jane, who was born in Scotland and now lives in Norway, is an International Wine Strategy Consultant and has worked in the wine business for over ten years. She currently works with importers and wineries to develop products and strategies. She is a sought out speaker at wine events and also develops wine tasting events for generic wine bodies. Jane lived in Chile for seven years and still owns a wine marketing company, Brandabout ( in Santiago, which organises expert visits to over 60 vineyards in Chile.