LEGAL ASPECTS OF THE WINE AND SPIRITS SECTOR

Presentation of wine-growing structures, different forms of companies (form, purpose, interest) and the specific nature of rural leases. Basic principles for the protection of wine and spirits brands (particularly toponymic brands). Analysis of the applicable rules on customs and excise taxes. Detailed presentation of a wine estate transaction.

INTERNATIONAL MARKETING

This course gives on in-depth presentation of the main wine and spirits businesses around the world. Global approach of wine and spirits world markets, knowledge of wine and spirits environment. Approach of consumer’s patterns analysis. Integration of the specificities of wines and spirits in marketing strategies. Strategic marketing tools and wine broods strategies. Presentation of updated forecasts on the wines and spirits world markets.

INTERNATIONAL TRADE OF WINE AND SPIRITS

Presentation of the main markets of wines and spirits in the world (UK, US, Germany, Benelux, Italy, Spain, Asia). Incoterms and means of payment, financing of export contracts. Define the conditions of the internationalisation of companies in the wine and spirits sector. Understand the financial needs of international trade operations.

KEY PLAYERS IN THE WINE AND SPIRITS SECTOR

As part of this seminar, professionals from the wine sector (traders, brokers, proprietors, oenologists) will lead workshops. They will describe the various challenges of their jobs as well as the expectations of the market. Practical cases will be used to illustrate the issues of this industry, based on which the students will submit recommendations to leaders and managers within this sector.

CONSUMER BEHAVIOUR APPLIED TO THE WINE AND SPIRITS SECTOR

Consumer psychology and specialised persuasion strategies: learning the current trends in consumption of wines and spirits. Overview of case studies, collection and organisation of data, specific barometers of the wine and spirits sector, development of market studies.

INTERNATIONAL PURCHASING AND LOGISTICS OF THE WINE AND SPIRITS SECTOR

The tools specific to the purchasing strategy. Obtaining the best conditions of quality and cost for dry materials (corks, bottles, labels, plastics, wood). Set up a logistics circuit. Manage financial risks, including currency risk. Study of documentary credits and financial guarantees. Timely delivery of wines and spirits, including costs and security.

WINE AND SPIRITS DISTRIBUTION NETWORKS

Analysis of the main markets of the Western European Union, the USA and Asia. Trends and Forecasts (IWSR). Focus on specific markets. The key participants of the distribution: wine merchants, mass distribution, hospitality/restaurants. Specificity of the distribution of Bordeaux’s Grands Crus Classés. Development of a pricing strategy based on the distribution network. Characteristics of the sales of wines and spirits, and issues of e-commerce.