BECOME AN EXPERT IN THE WINE & SPIRITS INDUSTRIES
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“BECOME AN EXPERT IN THE WINE & SPIRITS INDUSTRIES”
É TA B L I S S E M E N T D ’ E N S E I G N E M E N T S U P É R I E U R T E C H N I Q U E P R I V É
EDITO
Fondé à Bordeaux en 1975, le Groupe INSEEC
I est aujourd’hui iimplanté
mplanté en Europe,
aux États-Unis et en Asie (Chine) et forme
form
rme chaque année 15 000
00
00 étudiants, confir-
mant ainsi sa placee parmi les tout premiers
rs groupes d’enseignement
d’enseignem
ment supérieur fran-
çais.
Le Groupe INSEEC délivre
ivre des programmes allant du bachelor
ba au doctorat ((DBA)
DBA) et a développé au
fil du temps une expertise
rtise dans
nss 4 secteurs
se
se
ecte
ecteu
cteu d’excellence : Luxe, Tourism & Ho
Hospitality,
ospitality, Digital et Vins
et Spiritueux.
L’INSEEC Wine and Spirits Institute, créé il y a dix ans, est aujourd’hui leader
der dans les formations
à la commercialisation, au marketing et au management de ces filières.
S’appuyant sur un réseau mondial de 2 000 diplômés et de plus de 110 intervenants profession-
nels, il délivre, dans les grandes capitales de la production et de la distribution des vins et spiri-
tueux, des programmes spécifiques autour de 3 axes de performance : la professionnalisation,
l’international et la spécialisation.
Il s’agit :
de programmes professionnalisants :
• Bachelor Commercialisation des vins et spiritueux à Bordeaux, Beaune et Paris
• MBA WINE Marketing and Management à Bordeaux
• MBA SPIRITS Marketing and Management à Bordeaux et Londres
de certificats en connaissance et dégustation des vins et spiritueux :
• INWine sur 2, 4 ou 6 jours
• INSpirits sur 3 jours
de programmes « Executive » et de « Short Sessions » dédiés aux salariés des entre-
prises de vins et spiritueux à Bordeaux, Beaune, Paris, Londres, Shanghai et prochaine-
ment San Francisco.
Fort de son expertise et de son réseau, l’INSEEC Wine and Spirits Institute accueille déjà plus de
50 % d’étudiants venus du monde entier. Nos MBA sont enseignés en anglais et préparent les fu-
turs managers des entreprises de vins et spiritueux mondiales.
2015 2014 2013
PARRAINS/
PATRONS
LES PA
Gérard Aubert Philippine
BERTRAND de VILLAINE de ROTHSCHILD
Created in Bordeaux in 1975 the INSEEC Group is now implemented in Europe, in
the United States and in Asia (China) to train 15 000 students per academic year.
It confirms its top position among the post graduate French Business schools.
The INSEEC Group delivers programs from Bachelor to DBA and has developed its expertise in 4
sectors of excellence: Luxury, Tourism & Hospitality, Digital and Wines & Spirits.
The INSEEC Wine & Spirits Institute started a decade ago and is nowadays the Leading Business
School for trade, Marketing and Management in these industries.
With a network of 2000 alumni and more than 110 professional lecturers it provides specific pro-
grams in the top capitals of production and distribution of wines and spirits following 3 perfor-
mance levers: professionalization, specialization and international approach.
They are:
Professionalizing programs:
• Bachelor in Wine and Spirits sales available in Bordeaux, Beaune and Paris
• MBA WINE Marketing and Management in Bordeaux
• MBA SPIRITS Marketing and Management between Bordeaux and London
Certificates in Wine and Spirits Knowledge and Tasting:
• INWine on 2, 4 or 6 days
• INSpirits on 3 days
Executive programs and short sessions dedicated to the wine and spirits companies in
Bordeaux, Beaune, Paris, London, Shanghai and coming soon to San Francisco.
With a true experience, expertise and network the INSEEC Wine and Spirits Institute already
welcomes more than 50 % of foreign students coming from all over the world. Our MBA’s are
taught in English and are designed to train the future managers of the world wine and spirits
companies.
2012 2011 2010 2009 2008
Angelo Pierre-Emmanuel Michel Pierre Michel
GAJA TAITTINGER CHAPOUTIER CASTEL ROLLAND
INSEEC WINE & SPIRITS INSTITUTE 1
L’ATOUT CAPITALES
CAPITALS…
L’INSEEC Wine & Spirits Institute est im-
planté dans les plus grandes capitales
mondiales de production et de distribu-
tion des vins et spiritueux au plus près des
réseaux professionnels et des innovations
de ces filières.
The INSEEC Wine and Spirits institute is
established in the world major produc-
tion and distribution capitals for wines LONDON
and spirits and in the heart of professional
networks as well as innovations for these La capitale britannique qui abrite les sièges de 6 des 10 premières
marques mondiales de spiritueux (vodka, gin, liqueurs et bien
industries. sûr whisky) et qui accueille plus de 400 000 étudiants du monde
entier chaque année, offre un cadre exceptionnel au campus de
l’INSEEC, implanté en plein centre-ville, entre Regent’s Park et
Oxford Street.
Our down town campus is located between Regent’s Park and
Oxford Street in the British capital which is hosting 6 of the
world top 10 spirits brands headquarters (in vodka, gin, liquors
and of course whiskies). London welcomes more than 400,000
foreign students every year.
BORDEAUX
Plus vaste vignoble d’appellation d’origine protégée (AOP) de
France, 14 000 producteurs, 300 maisons de négoce, Bordeaux
est aussi une ville classée au patrimoine mondial de l’UNESCO
connue pour sa vie étudiante. Dans le quartier des chartrons,
le campus, très urbain, bénéficie de toutes les facilités d’accès
(tramway) et d’une salle de dégustation professionnelle.
The largest Appellation d’origine protégée (AOP) region of France
gathering 14,000 producers, 300 wine merchants, Bordeaux is
also classified as a UNESCO world heritage site and is recognized
for its student life. In the quarter of “les chartrons” the urban
campus is easily reachable (by tramway) and uses professional
wine tasting facilities.
2 INSEEC WINE & SPIRITS INSTITUTE
AS A TRUMP CARD
PARIS
PA
ARIS
Premier
emieer centre
ce
ent
ntre
e de consomma
consommation
c matitiion et
et de e distribution
distr
d ist
strib
buti
bution n des
d s vinsns
et spiritueux Eurrope, Paris estt aaussi
ritueux en Europe, ussi lle e ssiège
ièg
ège de toutes less
in
instances profession
professionnelles
onn
nnelles de cess ffilières
iliièr
è es
es à uune
ne h heure
eure de la
Champagne. Le campu
campus us INSEEC Wine aand nddS Spirits
piri
rits Institute
ts In
nstitute se
LONDRES situe dans le 16e arron
arrondissement
ondissement de la a capitale,
capi
ca piita
p t le, accessible
acce
ac ess
ssib
ible
ib le par
par
deux lignes de métro (lignes
(lig
ignes 9 et 10).
Fi
Firs
First
rstt consumption
cons
co nsumptio on and d distri
distribution
ibu
buti
tion
on p
place
lacee ffor
or w wines
ines
in e and
es and spirits
spi
piri
rits
tss
in Europe, Paris
Par
aris
is iiss al
also
so tthe
he h
he head
ead
ea d qu
quar
quarter
arte
terr of aallllll tthe
he pprofessional
rofe
ro fess
fe ssssio
ona
nall
bodies of these industries.
indust stries.
tries
ries.
iess. It
It’ss onl
only
ly one h
hour
our ffrom
ro
om th thee Ch
Cham
Champagne
mpa pagng e
gn
a
ar
area.
ea. The INSEEC
SEEC Wine and Spirits Sp Institute is located in the
16th districtt o
16 of the city, easily accessible
ccessible
cessible
b byy tube (lines 9 or 10).
PARIS
BEAUNE
BORDEAUX
BEAUNE
L’’IIN
LL’INSEEC
L’INNSE
S EC Wine and Spirits Institute s’installe
e dans le centre de
l ccapitale
la apitale des vins de Bourgogne dans un campus
ap cam
mpus entièrement
rrénové.
ré no
ové.
The
T e INSEEC
he I SEEC Wine and Spirits Institute is setting up downtown
IN
tthe
he Burgundy
B rgundy wines Capital in a fully renovated cam
Bu campus.
mpus.
INSEEC WINE & SPIRITS INSTITUTE 3
BACHELOR PROGRAMME
DISPONIBLE À / AVAILABLE IN BORDEAUX, BEAUNE,
Le Bachelor « Commercialisation des Vins et Spiritueux » a pour objectif de former des pro-
fessionnels de la filière. Les enseignements sont assurés par des experts et des intervenants
appartenant au monde de l’entreprise. Ce programme d’une année en alternance donne
les bases nécessaires en gestion, marketing, vente et management liées aux spécificités du
secteur viti-vinicole.
Après bac+2, BTS. DUT Bachelor MBA Insertion
Admission L2 ou bac+3 professionnelle
sur dossier
+ Tests
+ Entretien
Calendrier du programme
S O N D J F M A M J J A
• 3 jours de cours / 2 jours en entreprise
• Stage - 6 mois
• Mémoire de stage Certains cours sont dispensés en anglais.
LE PROGRAMME S’ARTICULE AUTOUR
DE 5 UNITÉS D’ENSEIGNEMENT (UE)
Marcello ROUDIL
DIRECTEUR DE PROGRAMME
UE1
Techniques de Vente et Marketing
« Les entreprises de vins et spiritueux recherchent de plus en plus des
profils commerciaux spécialisés ayant une sensibilité marketing et une ■ Simulation de vente
ouverture internationale. C’est dans ce sens que nous orientons nos en- ■ Technique de négociation dans un contexte français et
seignements. Les sorties que nous organisons sont également pour nos international
étudiants une façon concrète d’appréhender la diversité des structures
■ Marketing et communication
et des métiers dans un environnement professionnel. »
■ Marketing direct et promotion des ventes
« Wine and spirits companies are more and more seeking sales pro- ■ Merchandising
files with marketing skills and an international sensitivity. We build our
■ Techniques liées à l’export
courses in this direction. The visits that we organize are also for our
students a concrete exercise to understand the diversity and complexity ■ E-commerce
of structures and jobs in a professional environment. »
4 INSEEC WINE & SPIRITS INSTITUTE
PARIS
Alexandre ROUGEOT Fine Wines, un importateur-distributeur de vin basé à Shanghai. Deux
ans plus tard, j’ai mis le cap vers l’Australie, où je suis désormais en
Diplômé en 2010
charge de la distribution des vins en hôtellerie-restauration pour un
importateur-distributeur de réputation mondiale, Craggy Range Aus-
KEY ACCOUNT MANAGER
tralia. Même au bout du monde, ma formation spécialisée me permet
Craggy Range Australia - de gagner en visibilité sur le marché du travail. »
Melbourne
“Passionate about wine, I obtained a first degree in wine and spirits
« Passionné de vin, j’ai obtenu un BTS Technico-commercial en bois- sales before entering the Bachelor and MBA of the INSEEC Wine and
sons, vins et spiritueux avant d’intégrer le Bachelor du INSEEC Wine Spirits Institute. These programs enabled me to increase my knowledge
and Spirits Institute. Cette formation en rythme alterné correspondait of this sector and complete internships with renowned actors: the Bor-
parfaitement à mes attentes puisque je cherchais un programme qui deaux wine merchant “Groupe Duclot” and the Californian producer
me permette de m’insérer dans le secteur tout en développant mes Chappellet Vineyard & Winery.
connaissances. J’ai effectué mon stage dans la filière e-commerce d’un After graduation, I worked for two years as a Sales Supervisor at Alta-
négociant bordelais de renom, le Groupe Duclot. vis Fine Wines, a wine importer and distributor based in Shanghai. I am
Décidé à ne pas m’arrêter en si bon chemin, j’ai ensuite effectué le MBA now working in Australia as a Key Account Manager for a world-renow-
Wine Marketing & Management, puis mon stage de fin d’études chez ned importer and distributor, Craggy Range Australia.
un producteur californien réputé, Chappellet Vineyard & Winery. Une Even at the other side of the world, this specialized training is a real
fois diplômé, j’ai été recruté en tant que Sales Supervisor par Altavis asset on the labor market.”
Les étudiants sortant du Bachelor
ont une double compétence
marketing et commerciale
très prisée par les entreprises
Isabelle DUCELLIER,
PDG Pernod Ricard Sweden
UE2 UE4
Environnement Économique Ateliers
■ Principales zones et caractéristiques ■ Dégustation
■ Acteurs clés du secteur, négociants, courtiers et producteurs ■ Viticulture
■ Règles juridiques et douanières ■ Sorties professionnelles
■ Logistique et approvisionnement, achats ■ Rédaction CV et lettre de motivation, définition du projet
professionnel
UE3 UE5
Fondamentaux Mise en pratique professionnelle
■ Informatique, logiciels professionnels et bureautique et mémoire de stage
■ Anglais des affaires
■ Finance, comptabilité appliquée aux exploitations viticoles
■ Management des organisations
INSEEC WINE & SPIRITS INSTITUTE 5
MBA 1 YEAR PROGRAMME st
DISPONIBLE À / AVAILABLE IN BORDEAUX
Ce programme permet de consolider les fondamentaux en matière de gestion, de droit et
de management, et fournit les bases d’une solide culture « business ». Il peut être suivi en
français/anglais ou intégralement en anglais.
Après bac+3, MBA MBA Insertion
Admission (1re année) (2e année) professionnelle
sur dossier
+ Tests
+ Entretien
Calendrier du programme
Rentrée de septembre
S O N D J F M A M J J A
Rentrée de février
F M A M J J A S
• 3 jours de cours / 2 jours en entreprise
• Stage - 6 mois
• Synthèse de rapport professionnel
Stéphane MATHIEU C’est d’ailleurs lors du salon Vinexpo de Bordeaux que j’ai rencontré le Directeur
de la société de négoce Louis Max qui m’a proposé un VIE de deux ans à New-
Diplômé en 2012 York. à présent ambassadeur de la marque, mon rôle est de promouvoir et de
commercialiser des vins français aux États-Unis… en attendant de créer dans
VIE BRAND AMBASSADOR quelques années ma propre entreprise de négoce de grands vins. »
Louis Max - New York
“After a first degree in hospitality management, I was looking for a professional
training to acquire an expertise in the wine and spirits sector. I then chose the
MBA in Wine Marketing & Management for its recognized quality and its first
« Après une Licence en hôtellerie et management, je souhaitais suivre une place in the rankings of wine programs.
formation dans le domaine du vin et des spiritueux afin de me former aux At the INSEEC Wine and Spirits Institute, I acquired maturity, an expertise
métiers très spécialisés de ce secteur. J’ai alors choisi d’intégrer le MBA Wine in wine and spirits, but also a clear understanding of international issues
Marketing & Management, classé en tête dans tous les classements des and challenges of this sector. I also developed a real professional network
programmes spécialisés dans le vin et bénéficiant d’une reconnaissance through the many lectures, tastings, tours and workshops scheduled during
mondiale auprès de la profession. this two-year training.
Cette formation m’a apporté la maturité qu’il me manquait, des connaissances It’s actually at the Vinexpo exhibition that I met the Director of Max Louis, a
importantes dans le domaine du vin, mais aussi une compréhension précise trading company, who offered me work as a Brand Ambassador in New York.
des problématiques et enjeux internationaux de ce secteur. J’ai pu également Now graduated, my role is to promote and sell French wines in the United
me créer un véritable réseau professionnel grâce aux multiples conférences, States. In the coming years, I would also like to create my own trading company,
dégustations, visites et ateliers pratiques. specialized in fine wines.”
6 INSEEC WINE & SPIRITS INSTITUTE
Tiffany SARRAZIN je voulais vraiment bénéficier du large réseau de l’établissement et de sa
notoriété dans le milieu.
Diplômée en 2014 Mon objectif est d’acquérir assez d’expérience commerciale (back office et
CHARGÉE DE MISSION terrain) pour devenir Responsable de zone export dans un futur proche. »
COMMERCIALE “Before joining the INSEEC Wine & Spirits Institute I graduated in a Bachelor in
Baron Philippe de Rothschild Nantes. I had a lot of positive feedbacks on the Institute and INSEEC in general
from wine professionals and wanted to access its large network and benefit
from its good reputation in the industry.
« Avant d’intégrer l’INSEEC Wine & Spirits Institute, j’ai effectué un Bachelor My objective is to acquire enough sales experience ( front and back office ) to
en commerce international à Nantes. J’avais eu beaucoup de retours positifs become an area export manager in a near future.”
sur l’Institut et l’INSEEC en général de la part des professionnels du vin et
Consolider les fondamentaux et
découvrir les spécificités du secteur
Outre ces enseignements approfondis, la formation comprend des
mises en situations pratiques et la maîtrise d’outils tels que l’informa-
Cours Spécialisés /
tique ou les langues. La prise de contact avec le monde de l’entreprise se Specialized Courses
concrétise par un stage de longue durée (5 à 6 mois) et la possibilité d’un
rythme alterné École / Entreprise. ■ Marketing B to C / B to C Marketing
■ International Business Law
Besides extensive teaching, this training includes simulation exercises
■ International Trade
and workshops to develop a good command of languages and business
skills. Students also gain a first significant professional experience, with ■ International Marketing
a long-term internship (5-6 months) and the opportunity to work two ■ Achats internationaux et logistique /
company days per week during the course period. Logistics & International Purchasing
■ Wine Economy
Wine Marketing
Cours Fondamentaux / ■
Core Courses
Séminaires / Seminars
■ Gestion budgétaire et tableaux de bord /
Budget Management & Tracking Reports ■ Aspects juridiques du secteur des vins et spiritueux /
■ Business plan et création d’entreprise / Legal Aspects of Wine and Spirits Sector
Business Plan & Business Start-up ■ Acteurs clés du secteur / Key Players of the Wine Sector
■ Management ■ La place de Bordeaux / The Role of Bordeaux
■ Stratégie d’entreprise / Company Strategy ■ Marché des spiritueux / The Spirits Market
■ Marketing ■ Visites professionnelles (visites de châteaux/négociants,
■ Négociation / Negotiation dégustations…) / Professional Visits (wine tours, tastings…)
■ Réseaux de distribution / Distribution Networks
Outils et méthodes /
Stage / Internship
Workshops & Tools
■ Anglais intensif (passage du TOEIC) /
Intensive English & TOEIC
Mémoire professionnel /
■ Self Management Research Paper
■ Informatique / Computer Courses
■ Business Game
INSEEC WINE & SPIRITS INSTITUTE 7
MBA 2 YEAR WINE Marketing nd
DISPONIBLE À / AVAILABLE IN BORDEAUX
This program has a strong international orientation (all the courses are taught in English),
and welcomes students from different academic backgrounds as well as professionals from
the world of viticulture.
Each year, students from five continents enroll in the MBA Wine Marketing & Management
program. This international wine program responds to a growing global market.
MBA
BA Insertion
After bac+4 / (2e année
ée) professionnelle
bac+5
Post-graduate Program Calendar
students Program in September
S O N D J F M A M J J A
Program in February
• 3 class days, 2 company days
F M A M J J A S • Internship - 5 months
• Thesis
Students can also start this program in February.
COURSES
■ THE INTERNATIONAL WINE ECONOMY ■ FINANCIAL MANAGEMENT
Examining the international and French wine sectors, the business of wine. Choices regarding investment and financial means. Financial
analysis and financial information: to know the users, the sources
urces
■ INTERNATIONAL MARKETING of information. Mastering the tools of financial analysis.
sis.
Understanding the fundamental principles which govern
marketing activities in a global environment. ■ LOGISTICS AND PURCHASING
Logistics and e-business, distribution and logistics strategy,
trategy,
■ MANAGEMENT AND COMPANY STRATEGY chasing
customs and wine transport, specifities linked to purchasing
Integrating a strategic approach to long term development, in the wine business, the role of wine merchants.
formulating a global company diagnostic and assessing
capacity for change in a fast moving environment. ■ INTERNATIONAL NEGOTIATION
Mastering different negotiating techniques according
g to the
■ MARKETING STUDIES AND RESEARCH cultural context. Negociating with a win-win approach.
h.
Understanding different types of studies: surveys, qualitative studies,
explanatory, predicative and causal studies, descriptive studies. ■PROFESSIONAL WORKSHOPS: WINE GROWING,
OWING,
OENOLOGY, WINE TASTING, WINE TOURS
■ MERCHANDISING
Evaluating different types of merchandising; consumer behavior
as the keystone of merchandising; quantitative analysis of a
line: optimization, value, reasons to set up, product range.
8 INSEEC WINE & SPIRITS INSTITUTE& Management
SPECIALIZATION IN WINE RESEARCH PAPER
■ LAUNCHING AND MANAGING NEW PRODUCTS
Assessing the feasibility of a new product. Wilson VORDNICK
New product development and the launch process. (graduated 2014) published by the
■ INTERNATIONAL STRATEGY OF THE BRANDS American Association of Wine Econo-
IN THE WINE AND SPIRITS SECTOR mists (AAWE)
Consolidating and evaluating brand strategy; guiding the relationship
between brands and consumers, brand building strategy.
■ AN IN-DEPTH APPROACH TO CONSUMER BEHAVIOUR Wilson (35) is a former American navy officer who decided to choose
Understanding consumer trends in order to better define target the MBA Wine Marketing and Management to start a new career.
markets.
■ DISTRIBUTION POLICY His research paper “the global Urban Winery crush: Model and pros-
Evaluating different trends, economic or cultural or legal, affecting pect” is an analysis of a new phenomenon (urban wineries) appearing in
distribution; chainstore brands, the new channels of distribution the US and all over the world and its consequences in terms of consu-
(internet). mer relationship and distribution policy. He also retained this subject for
his MBA’s final essay.
■ MEDIA PRESS RELATIONS AND COMMUNICATION
Defining the various roles played by the key players in international
advertising (advertisers, agencies, media, consumer lobbies).
Developing awareness of the global trends affecting the advertising
of today and tomorrow.
Li LIJUAN
■ PACKAGING DESIGN
Brand strategy, visual identity, design and packaging, industrial Graduated in 2013
design, sales and marketing architecture.
CHINESE MARKETING MANAGER
■ DEVELOPMENT OF FOREIGN MARKETS
To familiarize students with all aspects of international markets. Christie’s International Real Estate
Bordeaux
■ACOMPARATIVE APPROACH TO LEGISLATION
AFFECTING THE WINE OR SPIRITS INDUSTRY An alumna of the MBA Wine Marketing and Management, a famous
Legislation inside and outside of Europe, rules governing the sale
singer in China, an “Ambassador“ of the Chinese Students in Bordeaux,
and presentation of products, the naming of wines, the brand
or its labelling and the prom
promotion of the product, administrative
Lily works now for the auction company Christie’s, in a new department
constraints. specialized for vineyards. She helps and supports new Chinese custo-
mers who want to invest in the Bordeaux wine area.
Jean-François LEY “With a global retail turnover of $180bn and 3,5 million jobs worldwide
the Wine industry “weights” as much as the cosmetic industry in the
PROGRAM DIRECTOR world and offers a tremendous number of opportunities to our students.
Our skills, our network and our team of professional teachers selected
DIRECTOR OF THE INSEEC for their experience are here to stimulate the future manager’s careers
WINE AND SPIRITS INSTITUTE of this globalizing industry in Marketing and Management.
With a decade of success in doing so we can assume that their achie-
vement is our goal.”
INSEEC WINE & SPIRITS INSTITUTE 9MBA 2 YEAR SPIRITS Marketing nd
À / BETWEEN BORDEAUX ET/AND LONDON
The MBA Spirits Marketing and Management welcomes students from diverse back-
grounds (university or management school graduates), as well as professionals from the
spirit industry. This program has a strong international orientation. It provides students a
specialization in the Spirits Industry, gaining insight through courses on brand strategy,
mergers and acquisitions, development of foreign markets, consumer behavior, media,
and public relations in order to meet the industry’s need for skilled management.
This career-boosting program takes place at INSEEC Bordeaux from October to January,
and at INSEEC London from January to April. London was chosen as a location because
of the local depth and expertise in the spirits industry that offering a unique pool of
experts available as lecturers. Renowned professionals working for the largest interna-
tional spirits groups will share their experience and teach best practices. Various course
topics and projects will also give students the opportunity to improve their English
language skills in the classroom and in the vibrant city of London.
FALL INTAKE SPRING INTAKE
O N D J F M A M J J A S M A M J J A S O N D J F M
• Courses in Bordeaux: 3 class days, 2 company days
• Courses in London: 3 class days, 2 company days
• Internship - 5 months
• Thesis Alastair SMITH
OWNER
International Wine and Spirits
Research
“The IWSR is the leading source of data and forecast for the alcoholic
beverage used by all the largest multinational wine and spirit compa-
nies. Students in the MBA Spirits Marketing and Management benefit
from our data and methodology in seminars given by our senior ana-
lysts in Bordeaux and London and have the opportunity to experience
“on line” our expertise prior to their future jobs in the industry “
10 INSEEC WINE & SPIRITS INSTITUTE& Management
WORKSHOPS
■ PERSONAL DEVELOPMENT
■ PROFESSIONAL WORKSHOPS: PRODUCTION AND TECHNIQUES, SPIRITS TASTINGS
COURSES
■ WEB 2 DIGITAL TOOLS Bertrand PLESSIS
From online shipping to the latest development in social networking, a
review of spirit e-strategies. Evolving marketing technique and promotional PROGRAM DIRECTOR
CTOR
technologies, ways to integrate them into an effective communication
strategy at the product launch stage for an established brand. Emergence
of the on line store.
■ MANAGEMENT IN THE SPIRITS INDUSTRY
Integrating a strategic approach to long term development, formulating
a global company diagnostic and assessing capacity for change in a fast “The Spirits industry has dramatica
dramatically changed for the past
ast 10 years,
moving environment. both in terms of size and sophistica
sophistication. We now need experts,
xperts, with
an international dimension combined w with a good understanding
ing of the
■ MARKETING STUDIES AND RESEARCH different spirits categories and of the dydynamics that make them em grow
Understanding different types of studies: surveys, qualitative studies, so fast. Ahead of us, we have much potent
potential growth for the brands,
nds, be
explanatory, predicative and causal studies, descriptive studies. large ones or niche ones.
■ MERCHANDISING Before the creation of this MBA, companies did not have specialists and nd
Evaluating different types of merchandising; consumer behavior as the industries. As we are dealing
had to hire talented people from other industr
keystone of merchandising; quantitative analysis of a line: optimization, with brands where the cultural dimension, the heritage
her and the savoir-
value, reasons to set up, product range. faire is so important, hiring people with this background
backgrou means gaining
time and efficiency at all levels.”
■ DIRECT MARKETING AND SALES PROMOTION
Formulating a direct communication strategy, understanding different
types of media, stimulating product demand and improving product
availability.
■ MEDIA PRESS RELATIONS AND COMMUNICATION ■ INTERNATIONAL
MARKETING AND BRAND
Sources of information, roles played by players in international advertising. MANAGEMENT IN THE SPIRIT INDUSTRY
Global trends. Various socio-cultural and management factors. Managing creativity and innovation; Insights into existing and emerging
markets; International brand positioning and competitive analysis; Market
■ FINANCIAL AND ECONOMY IN THE SPIRIT INDUSCRY entry strategies, brand development and international pricing strategies;
Choices regarding investment and financial means. Financial analysis Consolidating and evaluating brand strat- egy; Guiding the relationship
and financial information: to know the users, the sources of information. between brands and consumers; Brand building strategy; and, Mergers and
Mastering the tools of financial analysis. acquisitions in the spirits industry.
■ BRAND MARKETING AND STRATEGY ■ CRM
Assessing the feasibility of a new product. New product development and How to conquer the local store and bar (street marketing), as well as how to
the launch process. conquer national retailers – offerings and negotiations. Using technology to
organize, automate and synchronize business processes.
■ LAW, REGLATIONS AND POLICIES
Legislation inside and outside of Europe, rules governing the sale and ■ NEW PRODUCTS LAUNCHES
presentation of products; Naming trandm its lanelling and its promotion; Assessing the feasibility of a new product. It analyses new product
Administrative constraints; Product licensingm contracts and control of development and the launch process; Identification of the opportunities;
brand image; Protection of intellectual property; Combating counterfeit Sequencing and planning launches; Financial and P&L aspects; and,
and parallel imports; International regulatory and tax environement and Production and launches.
communication compliance.
■ PACKAGING DESIGN
■ DISTRIBUTION POLICY Brand strategy, visual identity, design and packaging, industrial design,
Evaluating different trends, economic or cultural or legal, affecting sales and marketing architecture.
distribution; chainstore brands, the new channels of distribution (internet).
■ INTERNATIONAL NEGOTIATION
■ CONSUMER BEHAVIOR Mastering different negotiating techniques according to the cultural
Human behavior and decision-making. Understanding of consumer tends in context. Negociating with a win-win approach.
order to better define target markets. The bright and the dark sides of the
spirits industry will also be explored. Social status and consumption of spirits;
The versatility of spirits (straight, mixedm pairing with food); Offering.
INSEEC WINE & SPIRITS INSTITUTE 11INWine / INSpirits
Certificats en connaissance et dégustation des vins
Wine and Spirits knowledge and tasting Certificates
INWine et INSpirits sont des format
formations
ations courte
courteses de
e 2, 3, 4 ou 6 jours permettant une
certification en connaissance des vins ns et spiritueu
spiritueux
ux et e
en
n dégustation. Ces formations sont
organisées sur ttous les sites de l’INSEEEEC Wine and
l’INSEEC dS pirits IInstitute
Spirits nstitute (Bordeaux, Londres,
Beaune, Paris) et
e sont accessibles en fra français
rançais oou
ueen
na anglais.
nglais.
Le saviez-vous ?
71 % des Français
nçais déclarent ne rien connaître
à la d t ti des
dégustation
dégustation d vins
v … et vous ?
Did you know?
71 % of French Consumers declare
decl not to
know how to taste wine … wha
what about you?
Avec une pédagogie résolument innovante laissant une large With a truly innovative pedagogy open to new technologies,
place aux nouvelles technologies, aux exemples et à l’interac- examples and interactivity, INWine and INSpirits are the most
tion, INWine et INSpirits sont les formations les plus modernes modern courses reaching the expectations of any amateur or
et les plus proches des attentes d’un public d’amateurs ou de young professional willing to enhance and certify its skills.
jeunes professionnels désireux d’améliorer et de certifier leurs
connaissances.
12 INSEEC WINE & SPIRITS INSTITUTEet spiritueux
INWine and IN INSpirits
NSpirits a
are
re short programs of 2, 3, 4 or 6 days allowing a certificate in wine
and spirits knowledge and d tast
tasting.
ting. They are available on all sites of INSEEC Wine and
Spirits Institute (Bordeaux, London, Beaune, P arris) a
Paris) nd a
and re d
are elivered in French or in English.
delivered
Jennifer DELÉTRA
SALES MANAGER
LS Wine Group, Hong-Kong
« INWine est un cours intense et complet qui m’a aidée à comprendre
en profondeur le monde des vins et spiritueux. C’est grâce à INWine
que j’ai pu satisfaire les demandes qui m’ont été faites lors des dé-
gustations à l’aveugle qui m’ont été proposées lors de mes entretiens
de recrutement. INWine n’est pas seulement intéressant mais aussi
« fun » et une très bonne façon de partager sur les vins et spiritueux
avec des gens ayant les mêmes centres d’intérêt. »
“INWine is an intense and highly complete course which helped me
to understand in more depth the world of Wines & Spirits. Thanks to
INWine, I was able to successfully answer my blind tasting question
during one of my job interviews. INWine is not only interesting, it is also
fun and a great way to learn about the Wine & Spirits world with people
who share your interests.”
Jean-Pierre SIMEONI sais mieux reconnaitre l’origine d’un vin et surtout j’ai appris à fixer un
prix après une dégustation à l’aveugle. Je recommande aux néophytes
comme aux initiés de suivre cette formation. »
STUDENT “INWine gave me the tools for a precise and professional tasting of
MBA Wine Marketing and wines. A method easy to apply and memorize. I improved my knowledge
Management promotion 2014 in aromas and I’m better now in recognition of the origin of a wine. But
above all I’ve learned how to set a price for a wine after a blind tasting.
« INWine m’a donné des outils pour effectuer une dégustation précise I do recommend INWIne to beginners as well as confirmed wine lovers.”
et professionnelle de vins et de spiritueux. Une méthode facile à appli-
quer et à mémoriser. J’ai amélioré mes connaissances des arômes, je
INSEEC WINE & SPIRITS INSTITUTE 1314 INSEEC WINE & SPIRITS INSTITUTE
INWine INSpirits
INWine A : 2 jours consécutifs / 2 consecutive days INSpirits : 3 jours / 3 days
(lundi/mardi ou jeudi/vendredi) / (Monday/Tuesday or (le mercredi sur 3 semaines / on Wednesdays during
Thursday/Friday ) 3 weeks)
En deux jours (6 heures de formation par jour avec 2 dégusta- 3 jours de formation dédiés exclusivement à la connaissance
tions incluses), venez découvrir les vins et vignobles d’Europe, de la culture, des modes de production et à la dégustation des
leurs cépages et terroirs, l’art de la dégustation et les bases de spiritueux du monde.
l’harmonie mets et vins. 3 days exclusively dedicated to the culture, production and tas-
In two days (6 hours per day with 2 tastings included), come and tings of spirits of the world.
discover European wines and vines, the art of wine tasting and
the basics in wine and food matching.
INWine B : 4 jours (4 samedis sur 1 mois) /
4 days (4 Saturdays on 1 month)
Connaître les vins et vignobles du monde, les bases de
Valérie DAMOUR
l’œnologie moderne et faire travailler ses sens pour amé-
liorer ses capacités à la dégustation sont les objectifs de Université Bordeaux 3,
cette formation « intermédiaire » sur 4 jours. INWine B est spécialité œnotourisme
sanctionné par un examen écrit (QCM) et une dégustation
à l’aveugle qui se déroulent le dernier jour de formation.
Develop your knowledge of the world wine, basis in oeno- « Je suis très satisfaite de la formation INWine.
logy and enhance your senses to develop your skills in wine 4 jours très intensifs où j’ai énormément appris, aussi bien sur mon
tasting. These are the objectives of this “intermediate” approche de la dégustation que sur les termes techniques et le voca-
course on 4 days. INWine B is ending (final day) by a written bulaire anglophone. Les cours sont articulés de manière pédagogique
exam (MCQ) and a blind tasting. et professionnelle. J’avais des doutes sur une future carrière dans le
vin, participer à l’INWine m’a redonné confiance et motivation. »
“I’m really satisfied of INWine certificate.
4 intensive days during which I’ve learned a lot not only on my tasting
INWine C : 2 jours / 2 days approach but on technical terms and English vocabulary for tasting.
Réservé aux participants ayant déjà validé INWine B / Courses are given in a very academic and professional way.
Only for participants with a validated INWine B I had doubts on my future career in the wine industry and INWine gave
me confidence and motivation.”
2 jours pour les experts ! Approfondissement de l’œnologie
moderne et des techniques de dégustation pour cette for-
mation professionnelle.
2 days for experts! Skills in modern oenology and tasting
techniques are taught in this professional session.
INSEEC WINE & SPIRITS INSTITUTE 1516 INSEEC WINE & SPIRITS INSTITUTE
CARRIÈRES
CreatedET ENTREPRISES
in Bordeaux in 1975, Groupe INSEEC is now settled in Europe, in the
United States and in Asia (China) to train 15,000 students per academic year.
/CAREERS AND
It confirms COMPANIES
its top position among the post graduate French Business schools.
Groupe INSEEC delivers programs from Bachelor to DBA and has developed its expertise in 4 sec-
Parcours d’anciens / Careers
tors of Foreign
excellence: Luxury, Tourism & Hospitality, students
Digital and Winetestimonial
& Spirits.
The INSEEC
• Pier Giuseppe TORRESANI, WineMasi
Export Manager, Agricola Institute started
& Spirits a decade
Denise Lam ago and is nowadays the Leading Business
- ITALY School for trade, Marketing and Management in these industries.
After several professional experiences in the wine industry as business
• Rebecca TETLEY, GlobalWith
Marketing, Constellation
a network Brands alumni and moredeveloper
of 2,000 than 110 project assistant, lecturers,
professional project manager and export
it provides manager
specific (Ab-
pro-
- NEW ZEALAND solut, O Chateau, Hong Kong trade Developpement Council), I decided to
grams in the top capitals of production and distribution of wines and spirits following 3 perfor-
set up my own company: Bon Wine based in Hong Kong and specialized
• Veronica RUIZ, Sales Promotion
manceManager,
levers:Sopexa
professionalization, specialization andand
in negociation international approach.
trade of “grands crus classés”.
- TEXAS
They
• Lucia MINEUR, Events and are:
Sales Training Development, Caudalie
Ernesta Amitinaite
- NEW-YORK, USA In search of a truly international experience in the wine industry, I left
Professionalizing programs: Lithuania and came to complete a MBA in Wine Marketing at INSEEC
• Guillaume CHEVRIN, Assistant Sommelier, Alain DUCASSE Entreprise Bordeaux. I have just completed the academic yearand
and IParis
am off to Lon-
• Bachelor in Wine and Spirits sales available in Bordeaux, Beaune
• Pierre SURAUD, Merchandising, Carrefour - MASSY, FRANCE don to work in the Sales Marketing Department in 10 International. I am
• MBA WINE Marketing andveryManagement in Bordeaux
excited to acquire an even larger experience but I’m sad to leave
• Hongchao LI, Responsable Export, Bord’O Vins Fins - FRANCE Bordeaux.
•
• Delphine BLANCHOT, Brand Ambassador, MBA
Barton SPIRITS Marketing and Management between Bordeaux and London
& Guestier
- FLORIDA
Eduardo Caballero
Certificates in Wine and Spirits AKnowledge commercial and Tasting:
Engineer graduated from The Valparaiso University, he
• Damien MAURY, Promotion de vente, Baron Philippe Rothschild Distribution worked as Area Manager for Terranoble Vineyard, Chile, where he rea-
- FRANCE • INWine on 2, 4 or 6 days
lized his passion for this industry and decided to leave the country to
• INSpirits on 3 days
Exemples de stages / Internship Examples study a Wine MBA at INSEEC, Bordeaux. Eduardo is currently promoting
the wines of Viu Manent in the European market. A great challenge for
Executive programs and short sessions
him!
dedicated to the wine and spirits companies in
• Marie LALLEMAND, Assistante E-Marketing, Millésima
Bordeaux, Beaune, Paris, London, Shanghai and coming soon to San Francisco.
- BORDEAUX, FRANCE Lindsay Moriss
• Louise LECONTE, Assistante WithMarketing
a true experience, expertise
et Communication, and network
Châteaux et the
I grew up in INSEEC Wine and
North Kingstown, Spirits
Rhode IslandInstitute already
(USA), studied wel-and
business
comes more than 50
Domaines Castel, Castel Frères - BLANQUEFORT, FRANCE% of foreign students coming from all over the world. Our MBAs are taught
languages at the University of Rhode Island, then went on to work for
in English and are designed
• Adrien COHO, Commercial, GINESTET - BORDEAUX, FRANCE to train the future
severalmanagers ofcompanies
multinational the world- wine
both inand
the spirits
U.S. andcompanies.
abroad. I moved
to France to obtain an MBA in Wine Marketing & Management at the
• Edgar MARTIN, Assistant Marketing Export, Maison SERVAN Bordeaux International Wine Institute (INSEEC Group) and later com-
- BORDEAUX, FRANCE pleted internships with a Bordeaux wine merchant and a family-owned
• Agathe VAUCHER, Commercial, The Fair Trade Spirits Company winery in Nierstein, Germany. I’m now Wine Manager at Chris Gas-
- LONDRES, UK barro’s Fine Wine & Spirits.
• Agathe VINCENT-LAY, La maison du Whisky - PARIS, FRANCE Yazhou Lei
• Margaux BRENGEL, Assistante Communication, Moët Hennessy SNC - After following a Franco-Chinese bilingual program in China, I decided
2012 Entité Estates & Wines - PARIS,2011
FRANCE 2010 to come to France and study
2009a field that fascinates me: wine.2008
As part
of the MBA program in Wine Marketing, I am doing an internship as a
• Vincent FILHOL, Assistant Analyses Commerciales, GMS, Bacardi Martini sales representative at La Winery, a company based in Bordeaux and
France - PARIS, FRANCE
specialized in wine tourism and wine trade. After my graduation, I wish
• Florian BEAUBOUCHEZ, Marketing, House of Fine Wines Ltd to continue working as an intermediary between China and France be-
- HONG-KONG, CHINE cause the Chinese market is flourishing.
• Antrim DUNCAN, Assistant Export, Bernard Magrez Grands Vignobles,
PESSAC, FRANCE
• Romain KASZKOWIAK, Commercial GMS, Brasseries Kronenbourg -
STRABOURG FRANCE
Angelo Pierre-Emmanuel
• Hua YU, Assistant Communication, La Maison Veuve Clicquot - REIMS, Michel Pierre Michel
GAJA FRANCE TAITTINGER CHAPOUTIER CASTEL ROLLAND
INSEEC WINE & SPIRITS INSTITUTE 17
115061-12/14
INSEEC WINE & SPIRITS INSTITUTE INSEEC-WINEANDSPIRITS.COM
CAMPUS BORDEAUX CAMPUS LONDON CAMPUS BEAUNE CAMPUS PARIS
H16/H18 - Quai de Bacalan 32 Aybrook Street 1 Boulevard Foch 71, rue Chardon-Lagache
Document non contractuel. Tous droits réservés
33000 Bordeaux - France London, W1U 4AW - UK 21200 Beaune 75016 Paris - France
Tél. : +33 (0)5 56 00 73 87 Tél. : +44 (0) 203 725 4600 Tél. : +33 (0)1 53 92 86 91
Information programmes & admission:
admissions-wineandspirits@inseec.com
Candidature en ligne / online application:
www.inseec-wineandspirits.com
Crédits photos • Photos credits : Dominique Le Lann, Peng Wang, Fotolia
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