Brochure INSEEC Wine & Spirits Institute

“BECOME AN EXPERT IN THE WINE & SPIRITS INDUSTRIES” INSEEC-WINEANDSPIRITS.COM É TA B L ISSE M E N T D ’E N SEI G N EME N T S U P É R I E U R T E C H N I QU E P R I V É

EDITO For 40 years Groupe INSEEC’s mission has been to guide our students in their professional project both in France and on an international scale. Our pedagogy relies on a pool of expertise and social skills able to help them develop an entrepreneurship state of mind with creation of collaborative and responsible human values.

Settled in Europe, in the USA and in Asia (China) we yearly train over 15,000 students confirming our leadership on the French and European post graduate private business schools market.

Academic learning and personal development are the foundations of Groupe INSEEC approach with a continuous understanding of the expectations of all the economic actors in a globalized world.

Over time, we have asserted an expertise in 3 excellent key sectors: • Wines and Spirits • Digital • Luxury.

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 2,000 alumni and more than 150 professional lecturers it provides specific programs in the top capitals of production and distribution of wines and spirits following 3 performance levers: Professionalization, specialization and international approach.

You can choose our professionalizing programs: • Bachelor « Commercialisation des vins et spiritueux » in Bordeaux, Beaune and Paris • MBA 1 WINE & SPIRITS Marketing & Management in Bordeaux and Paris • MBA 2 WINE Marketing & Management in Bordeaux • MBA 2 SPIRITS Marketing & Management in Bordeaux, Paris and London.

Our certifying short programs in wine and spirits knowledge and tasting: • IN WINE on 2, 4 or 6 days • INSPIRITS on 3 days Or our executive programs and short sessions dedicated to the wine and spirits companies available in Bordeaux, Beaune, Paris, London, Shanghai or San Francisco.

LES PARRAINS/ PATRONS

With a true expertise and network, the INSEEC Wine & Spirits Institute already welcomes more than 50% of foreign students coming from all over the world. Our MBAs are taught in English and are designed to train the future leaders of the world wine and spirits companies.

Catherine LESPINE

Jean-François LEY

PRESIDENT OF GROUPE INSEEC

DIRECTOR OF THE INSEEC WINE AND SPIRITS INSTITUTE

2016

2015

Philippe GUIGUAL

Gérard BERTRAND

2014

2013

Aubert de VILLAINE

Philippine de ROTHSCHILD

ÉDITO Depuis 40 ans, la mission du Groupe INSEEC est d’accompagner ses étudiants dans la définition et la construction de leur projet professionnel, tant en France qu’à l’international. Notre objectif repose sur le savoir-faire et le savoir-être tout en développant auprès de nos apprenants un esprit entrepreneurial, responsable et collaboratif contribuant à la création de valeurs humaines.

Implantés en Europe, aux États-Unis et en Asie (Chine), nous formons chaque année plus de 15 000 étudiants, confirmant ainsi notre place de leader sur le marché de l’enseignement supérieur français et européen.

Notre Groupe à vocation internationale s’appuie sur deux grands piliers, la formation académique et le développement personnel, en s’efforçant de continuellement répondre aux attentes des acteurs économiques d’un marché de plus en plus globalisé.

Au fil du temps, nous avons développé une expertise dans 3 secteurs clés d’excellence : • le Luxe • le Digital • les Vins et Spiritueux.

L’INSEEC Wine & Spirits Institute, créé il y a dix ans, est aujourd’hui leader dans les formations à la commercialisation, au marketing et au management de ces filières.

S’appuyant sur un réseau mondial de plus de 2 000 diplômés et de plus de 150 intervenants professionnels, nous délivrons, dans les grandes capitales de la production et de la distribution des vins et spiritueux, des programmes spécifiques autour de 3 axes de performance : la professionnalisation, l’international et la spécialisation.

Vous pourrez ainsi vous orienter vers nos programmes professionnalisants : • Bachelor Commercialisation des Vins et Spiritueux à Bordeaux, Beaune et Paris • MBA 1 WINE & SPIRITS Marketing & Management à Bordeaux et Paris • MBA 2 WINE Marketing & Management à Bordeaux • MBA 2 SPIRITS Marketing & Management à Bordeaux, Paris et Londres ou opter pour des formations courtes par l’obtention de certificats en connaissance et dégustation des vins et spiritueux : • INWine sur 2, 4 ou 6 jours • INSpirits sur 3 jours Enfin, des programmes « Executive » et des « Short Sessions » dédiés aux salariés des entreprises de vins et spiritueux sont proposés à Bordeaux, Beaune, Paris, Londres, Shanghai et San Francisco.

Fort de son expertise et de son important réseau, l’INSEEC Wine and Spirits Institute accueille plus de 50 % d’étudiants étrangers venus du monde entier. Nos MBA sont enseignés en anglais et préparent les futurs managers des entreprises de vins et spiritueux mondiales.

En rejoignant l’INSEEC Wine & Spirits Institute, devenez les leaders de demain d’un secteur en plein développement.

Catherine LESPINE

Jean-François LEY

DIRECTRICE GÉNÉRALE DU GROUPE INSEEC

DIRECTEUR DE L’INSEEC WINE & SPIRITS INSTITUTE

2012

2011

2010

2009

2008

Angelo GAJA

Pierre-Emmanuel TAITTINGER

Michel CHAPOUTIER

Pierre CASTEL

Michel ROLLAND

INSEEC WINE & SPIRITS INSTITUTE

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L’ATOUT CAPITALES

L’INSEEC Wine & Spirits Institute est implanté dans les plus grandes capitales mondiales de production et de distribution 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 production and distribution capitals for wines and spirits and in the heart of professional networks as well as innovations for these industries.

LONDON La capitale britannique qui abrite les sièges de 6 des 10 premières marques mondiales de spiritueux (vodka, gin, liqueurs et bien 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.

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CAPITALS… AS A TRUMP CARD

PARIS Premier centre de consommation et de distribution des vins et spiritueux en Europe, Paris est aussi le siège de toutes les instances professionnelles de ces filières à une heure de la Champagne. Le campus INSEEC Wine and Spirits Institute se situe dans le 16e arrondissement de la capitale, accessible par deux lignes de métro (lignes 9 et 10).

LONDRES

PARIS BEAUNE

First consumption and distribution place for wines and spirits in Europe, Paris is also the headquarter of all the professional bodies of these industries. It’s only one hour from the Champagne area. The INSEEC Wine and Spirits Institute is located in the 16th district of the city, easily accessible by tube (lines 9 or 10).

BORDEAUX

BEAUNE L’INSEEC Wine and Spirits Institute s’installe dans le centre de la capitale des vins de Bourgogne dans un campus entièrement rénové.

The INSEEC Wine and Spirits Institute is setting up downtown the Burgundy wines Capital in a fully renovated campus.

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PROGRAMME BACHELOR DISPONIBLE À / AVAILABLE IN BORDEAUX, BEAUNE, PARIS Le Bachelor « Commercialisation des Vins et Spiritueux » a pour objectif de former des professionnels 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.

BTS. DUT L2

Après bac+2, Admission sur dossier + Tests + Entretien

Bachelor ou bac+3

MBA

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• 3 jours de cours / 2 jours en entreprise • Stage - 6 mois • Mémoire de stage Certains cours sont dispensés en anglais.

ALEXANDRE ROUGEOT Diplômé en 2010 KEY ACCOUNT MANAGER CRAGGY RANGE AUSTRALIA MELBOURNE

« Passionné de vin, j’ai obtenu un BTS Technico-commercial en boissons, vins et spiritueux avant d’intégrer le Bachelor du INSEEC Wine and Spirits Institute. Cette formation en rythme alterné correspondait parfaitement à mes attentes puisque je cherchais un programme qui me permette de m’insérer dans le secteur tout en développant mes connaissances. J’ai effectué mon stage dans la filière e-commerce d’un négociant bordelais de renom, le Groupe Duclot. Décidé à ne pas m’arrêter en si bon chemin, j’ai ensuite effectué le MBA Wine Marketing & Management, puis mon stage de fin d’études chez un producteur californien réputé, Chappellet Vineyard & Winery. Une fois diplômé, j’ai été recruté en tant que Sales Supervisor par Altavis Fine Wines, un

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importateur-distributeur de vin basé à Shanghai. Deux ans plus tard, j’ai mis le cap vers l’Australie, où je suis désormais en charge de la distribution des vins en hôtellerie-restauration pour un importateur-distributeur de réputation mondiale, Craggy Range Australia. Même au bout du monde, ma formation spécialisée me permet de gagner en visibilité sur le marché du travail. » “Passionate about wine, I obtained a first degree in wine and spirits sales before entering the Bachelor and MBA of the INSEEC Wine and Spirits Institute. These programs enabled me to increase my knowledge of this sector and complete internships with renowned actors: the Bordeaux wine merchant “Groupe Duclot” and the Californian producer Chappellet Vineyard & Winery.

After graduation, I worked for two years as a Sales Supervisor at Altavis Fine Wines, a wine importer and distributor based in Shanghai. I am now working in Australia as a Key Account Manager for a world-renowned importer and distributor, Craggy Range Australia. Even at the other side of the world, this specialized training is a real asset on the labor market.”

que nous orientons nos enseignements. Les sorties que nous organisons sont également pour nos étudiants une façon concrète d’appréhender la diversité des structures et des métiers dans un environnement professionnel. »

MARCELLO ROUDIL DIRECTEUR DE PROGRAMME

« Les entreprises de vins et spiritueux recherchent de plus en plus des profils commerciaux spécialisés ayant une sensibilité marketing et une ouverture internationale. C’est dans ce sens

« Wine and spirits companies are more and more seeking sales profiles with marketing skills and an international sensitivity. We build our courses in this direction. The visits that we organize are also for our students a concrete exercise to understand the diversity and complexity of structures and jobs in a professional environment. »

LE PROGRAMME S’ARTICULE AUTOUR DE 5 UNITÉS D’ENSEIGNEMENT (UE) UE1 TECHNIQUES DE VENTE ET MARKETING • Simulation de vente • Technique de négociation dans un contexte français et international • Marketing et communication

• Marketing direct et promotion des ventes • Merchandising • Techniques liées à l’export • E-commerce

Les étudiants sortant du Bachelor ont une double compétence marketing et commerciale très prisée par les entreprises

UE2 ENVIRONNEMENT ÉCONOMIQUE • Principales zones et caractéristiques • Acteurs clés du secteur, négociants, courtiers et producteurs

• Règles juridiques et douanières • Logistique et approvisionnement, achats

UE3 FONDAMENTAUX • Informatique, logiciels professionnels et bureautique • Anglais des affaires

• Finance, comptabilité appliquée aux exploitations viticoles • Management des organisations

ISABELLE DUCELLIER, PDG PERNOD RICARD SWEDEN

UE4 ATELIERS • Dégustation • Viticulture

• Sorties professionnelles • Rédaction CV et lettre de motivation, définition du projet professionnel

UE5 MISE EN PRATIQUE PROFESSIONNELLE ET MÉMOIRE DE STAGE

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MBA 1st YEAR PROGRAMME DISPONIBLE À / AVAILABLE IN BORDEAUX ET/AND PARIS 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 est dispensé à Paris et Bordeaux en français/anglais et peut également être suivi intégralement en anglais (Bordeaux).

This program allows to strengthen core knowledge in management, law and company strategy and supplies a strong “business culture” environment. It is available in Paris and Bordeaux in French/ English version and can also be followed in full English in Bordeaux.

MBA (1 année)

MBA (2 année)

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• 3 jours de cours / 2 jours en entreprise • Stage - 6 mois • Synthèse de rapport professionnel

STÉPHANE MATHIEU Diplômé en 2012 VIE BRAND AMBASSADOR LOUIS MAX - NEW YORK

« Après une Licence en hôtellerie et management, je souhaitais suivre une formation dans le domaine du vin et des spiritueux afin de me former aux métiers très spécialisés de ce secteur. J’ai alors choisi d’intégrer le MBA Wine Marketing & Management, classé en tête dans tous les classements des programmes spécialisés dans le vin et bénéficiant d’une reconnaissance mondiale auprès de la profession. Cette formation m’a apporté la maturité qu’il me manquait, des connaissances importantes dans le domaine du vin, mais aussi une compréhension précise des problématiques et enjeux internationaux de ce secteur. J’ai pu également me créer un véritable réseau professionnel grâce aux multiples conférences, dégustations, visites et ateliers pratiques. C’est d’ailleurs lors du salon Vinexpo de Bordeaux que j’ai rencontré le Directeur de la société de négoce Louis

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INSEEC WINE & SPIRITS INSTITUTE

Max qui m’a proposé un VIE de deux ans à New-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 quelques années ma propre entreprise de négoce de grands vins. » “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 place in the rankings of wine programs. At the INSEEC Wine and Spirits Institute, I acquired maturity, an expertise in wine and spirits, but also a clear understanding of international issues and challenges of this sector. I also developed a real professional network through the many lectures, tastings, tours and workshops scheduled during this two-year training. It’s actually at the Vinexpo exhibition that I met the Director of Max Louis, a trading company, who offered me work as a Brand Ambassador in New York. Now graduated, my role is to promote and sell French wines in the United States. In the coming years, I would also like to create my own trading company, specialized in fine wines.”

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’informatique ou les langues. La prise de contact avec le monde de l’entreprise se concrétise par un stage de longue durée (5 à 6 mois) et la possibilité d’un rythme alterné École / Entreprise.

Besides extensive teaching, this training includes simulation exercises and workshops to develop a good command of languages and business skills. Students also gain a first significant professional experience, with a long-term internship (5-6 months) and the opportunity to work two company days per week during the course period.

COURS FONDAMENTAUX / CORE COURSES & Business Start-up • Gestion budgétaire et tableaux de bord / Budget • Management Management & Tracking • Stratégie d’entreprise / Reports Company Strategy • Business plan et création • Marketing d’entreprise / Business Plan • Négociation / Negotiation

SÉMINAIRES / SEMINARS • Aspects juridiques du secteur des vins et spiritueux / Legal Aspects of Wine and Spirits Sector • Acteurs clés du secteur / Key Players of the Wine Sector • Marché des spiritueux / The Spirits Market

OUTILS ET MÉTHODES / WORKSHOPS & TOOLS • Anglais intensif (passage du • Informatique / Computer TOEIC) / Intensive English & Courses TOEIC • Business Game • Self Management

• Visites professionnelles (visites de châteaux/ négociants, dégustations…) / Professional Visits (wine tours, tastings…)

• Réseaux de distribution / Distribution Networks

STAGE / INTERNSHIP MÉMOIRE PROFESSIONNEL / RESEARCH PAPER

COURS SPÉCIALISÉS / SPECIALIZED COURSES • Marketing B to C / • Achats internationaux et B to C Marketing logistique / Logistics & International Purchasing • International Business Law • Wine Economy • International Trade • Wine Marketing • International Marketing

JEAN-CHARLES CHAPUZET DIRECTEUR DE PROGRAMME

« Nous souhaitons donner tous les outils nécessaires aux étudiants pour qu’ils réussissent au mieux dans le monde des vins et des spiritueux. Cela signifie qu’au-delà de la connaissance des marchés, des techniques de vente, de la gestion ou du marketing, nous voulons offrir une approche globale, culturelle, sensible, condition sine qua non pour appréhender cet univers si spécifique. »

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MBA 2nd YEAR WINE MARKETING & MANAGEMENT DISPONIBLE À / AVAILABLE IN BORDEAUX This program has a strong international orientation (all 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 (2 year)

Professional Insertion

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COURSES ■ THE INTERNATIONAL WINE ECONOMY Examining the international and French wine sectors, the business of wine.

■ INTERNATIONAL MARKETING Understanding the fundamental principles which govern marketing activities in a global environment.

■ MANAGEMENT AND COMPANY STRATEGY Integrating a strategic approach to long term development, formulating a global company diagnostic and assessing capacity for change in a fast moving environment.

■ MARKETING STUDIES AND RESEARCH Understanding different types of studies: surveys, qualitative studies, explanatory, predicative and causal studies, descriptive studies.

■ 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.

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■ FINANCIAL MANAGEMENT Choices regarding investment and financial means. Financial analysis and financial information: to know the users, the sources of information. Mastering the tools of financial analysis.

LOGISTICS AND PURCHASING Logistics and e-business, distribution and logistics strategy, customs and wine transport, specifities linked to purchasing in the wine business, the role of wine merchants.

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INTERNATIONAL NEGOTIATION Mastering different negotiating techniques according to the cultural context. Negociating with a win-win approach.

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PROFESSIONAL WORKSHOPS: WINE GROWING, OENOLOGY, WINE TASTING, WINE TOURS

FULL ENGLISH PROGRAM

SPECIALIZATION IN WINE

RESEARCH PAPER

■ LAUNCHING AND MANAGING NEW PRODUCTS Assessing the feasibility of a new product. New product development and the launch process.

INTERNATIONAL STRATEGY OF THE BRANDS IN THE WINE AND SPIRITS SECTOR Consolidating and evaluating brand strategy; guiding the relationship between brands and consumers, brand building strategy.

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AN IN-DEPTH APPROACH TO CONSUMER BEHAVIOUR Understanding consumer trends in order to better define target markets.

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■ DISTRIBUTION POLICY Evaluating different trends, economic or cultural or legal, affecting distribution; chainstore brands, the new channels of distribution (internet).

■ 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.

■ PACKAGING DESIGN Brand strategy, visual identity, design and packaging, industrial design, sales and marketing architecture.

■ DEVELOPMENT OF FOREIGN MARKETS To familiarize students with all aspects of international markets.

A COMPARATIVE APPROACH TO LEGISLATION AFFECTING THE WINE OR SPIRITS INDUSTRY Legislation inside and outside of Europe, rules governing the sale and presentation of products, the naming of wines, the brand or its labelling and the promotion of the product, administrative constraints.

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JEAN-FRANÇOIS LEY PROGRAM DIRECTOR DIRECTOR OF THE INSEEC WINE AND SPIRITS INSTITUTE

WILSON VORDNICK Graduated 2014 PUBLISHED BY THE AMERICAN ASSOCIATION OF WINE ECONOMISTS (AAWE)

Wilson (35) is a former American navy officer who decided to choose the MBA Wine Marketing and Management to start a new career. His research paper “the global Urban Winery crush: Model and prospect” is an analysis of a new phenomenon (urban wineries) appearing in the US and all over the world and its consequences in terms of consumer relationship and distribution policy. He also retained this subject for his MBA’s final essay.

LI LIJUAN Graduated in 2013 CHINESE MARKETING MANAGER CHRISTIE’S INTERNATIONAL REAL ESTATE BORDEAUX

An alumna of the MBA Wine Marketing and Management, a famous singer in China, an “Ambassador“ of the Chinese Students in Bordeaux, Lily works now for the auction company Christie’s, in a new department specialized for vineyards. She helps and supports new Chinese customers who want to invest in the Bordeaux wine area.

“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 world and offers a tremendous number of opportunities to our students. Our skills, our network and our team of professional teachers selected for their experience are here to stimulate the future manager’s careers of this globalizing industry in Marketing and Management. With a decade of success in doing so we can assume that their achievement is our goal.”

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MBA 2nd YEAR SPIRITS MARKETING & MANAGEMENT BETWEEN PARIS OR BORDEAUX AND LONDON The MBA Spirits Marketing and Management welcomes students from diverse backgrounds (University or Management School graduates), as well as professionals from the Spirits industry. This program has a strong international orientation. It provides students with 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 international 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.

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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 companies. Students in the MBA Spirits Marketing and Management benefit from our data and methodology in seminars given by our senior analysts in Bordeaux and London and have the opportunity to experience “on line” our expertise prior to their future jobs in the industry “

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BERTRAND PLESSIS PROGRAM DIRECTOR

“The Spirits industry has dramatically changed for the past 10 years, both in terms of size and sophistication. We now need experts, with an international dimension combined with a good understanding of the different spirits categories and of the dynamics that make them grow so fast. Ahead of us, we have much potential growth for the brands, be large ones or niche ones. Before the creation of this MBA, companies did not have specialists and had to hire talented people from other industries. As we are dealing with brands where the cultural dimension, the heritage and the savoir-faire is so important, hiring people with this background means gaining time and efficiency at all levels.”

FULL ENGLISH PROGRAM

WORKSHOPS ■

PERSONAL DEVELOPMENT

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PROFESSIONAL WORKSHOPS: PRODUCTION AND TECHNIQUES, SPIRITS TASTINGS

COURSES ■ WEB 2 DIGITAL TOOLS From online shipping to the latest development in social networking, a review of spirit e-strategies. Evolving marketing technique and promotional 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 moving environment.

■ MARKETING STUDIES AND RESEARCH Understanding different types of studies: surveys, qualitative studies, explanatory, predicative and causal studies, descriptive studies.

■ 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.

■ 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 Sources of information, roles played by players in international advertising. Global trends. Various socio-cultural and management factors.

FINANCIAL AND ECONOMY IN THE SPIRIT INDUSTRY Choices regarding investment and financial means. Financial analysis and financial information: to know the users, the sources of information. Mastering the tools of financial analysis.

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BRAND MARKETING AND STRATEGY Assessing the feasibility of a new product. New product development and the launch process.

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LAW, REGLATIONS AND POLICIES Legislation inside and outside of Europe, rules governing the sale and presentation of products; Naming trandm its lanelling and its promotion; Administrative constraints; Product licensingm contracts and control of brand image; Protection of intellectual property; Combating counterfeit and parallel imports; International regulatory and tax environement and communication compliance.

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DISTRIBUTION POLICY Evaluating different trends, economic or cultural or legal, affecting distribution; chainstore brands, the new channels of distribution (internet).

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CONSUMER BEHAVIOR Human behavior and decision-making. Understanding of consumer tends in 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.

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INTERNATIONAL MARKETING AND BRAND MANAGEMENT IN THE SPIRIT INDUSTRY Managing creativity and innovation; Insights into existing and emerging markets; International brand positioning and competitive analysis; Market entry strategies, brand development and international pricing strategies; Consolidating and evaluating brand strategy; Guiding the relationship between brands and consumers; Brand building strategy; and, Mergers and acquisitions in the spirits industry.

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CRM How to conquer the local store and bar (street marketing), as well as how to conquer national retailers – offerings and negotiations.

Using technology to organize, automate and synchronize business processes.

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NEW PRODUCTS LAUNCHES Assessing the feasibility of a new product. It analyses new product development and the launch process; Identification of the opportunities; Sequencing and planning launches; Financial and P&L aspects; and, Production and launches.

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PACKAGING DESIGN Brand strategy, visual identity, design and packaging, industrial design, sales and marketing architecture.

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INTERNATIONAL NEGOTIATION Mastering different negotiating techniques according to the cultural context. Negociating with a win-win approach.

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CERTIFICATS EN CONNAISSANCE ET DÉGUSTATION DES VINS ET SPIRITUEUX

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%

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LE SAVIEZ-VOUS ? DID YOU KNOW?

des Français déclarent ne rien connaître à la dégustation des vins… et vous ?

INSEEC WINE & SPIRITS INSTITUTE

of French Consumers declare not to know how to taste wine… what about you?

WINE AND SPIRITS KNOWLEDGE AND TASTING CERTIFICATES

INWine et INSpirits sont des formations courtes de 2, 3, 4 ou 6 jours permettant une certification en connaissance des vins et spiritueux et en dégustation. Ces formations sont organisées sur tous les sites de l’INSEEC Wine and Spirits Institute (Bordeaux, Londres, Beaune, Paris) et sont accessibles en français ou en anglais.

INWine and INSpirits are short programs of 2, 3, 4 or 6 days allowing a certificate in wine and spirits knowledge and tasting. They are available on all sites of INSEEC Wine and Spirits Institute (Bordeaux, London, Beaune, Paris) and are delivered in French or in English.

Avec une pédagogie résolument innovante laissant une large place aux nouvelles technologies, aux exemples et à l’interaction, INWine et INSpirits sont les formations les plus modernes et les plus proches des attentes d’un public d’amateurs ou de jeunes professionnels désireux d’améliorer et de certifier leurs connaissances.

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 dégustations à l’aveugle qui m’ont été proposées lors de mes entretiens de recrutement. INWine n’est pas seulement intéressant mais aussi très ludique 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.”

With a truly innovative pedagogy open to new technologies, examples and interactivity, INWine and INSpirits are the most modern courses reaching the expectations of any amateur or young professional willing to enhance and certify its skills.

JEAN-PIERRE SIMEONI STUDENT MBA WINE MARKETING AND MANAGEMENT PROMOTION 2014

« INWine m’a donné des outils pour effectuer une dégustation précise et professionnelle de vins et de spiritueux. Une méthode facile à appliquer et à mémoriser. J’ai amélioré mes connaissances des arômes, je 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. » “INWine gave me the tools for a precise and professional tasting of wines. A method easy to apply and memorize. I improved my knowledge 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. I do recommend INWIne to beginners as well as confirmed wine lovers.”

INSEEC WINE & SPIRITS INSTITUTE

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CERTIFICATS EN CONNAISSANCE E ET DÉGUSTA ATI TION ON DES ES S VIN NS ET T SPIRITUEU EUX X WINE AND SPIRITS KNOWLEDGE AND TASTING CERTIIFICA CA ATES

INWine A

INWine B

2 jours consécutifs (lundi/mardi ou jeudi/vendredi) 2 consecutive days (Monday/Tuesday or Thursday/Friday)

4 jours (4 samedis sur 1 mois) 4 days (4 Saturdays on 1 month)

En deux jours (6 heures de formation par jour avec 2 dégustations incluses), venez découvrir les vins et vignobles d’Europe, leurs cépages et terroirs, l’art de la dégustation et les bases de l’harmonie mets et vins.

Connaître les vins et vignobles du monde, les bases de l’œnologie moderne et faire travailler ses sens pour améliorer ses capacités à la dégustation sont les objectifs de cette formation « intermédiaire » sur 4 jours. INWine B est sanctionné par un examen écrit (QCM) et une dégustation à l’aveugle qui se déroulent le dernier jour de formation.

In two days (6 hours per day with 2 tastings included), come and discover European wines and vines, the art of wine tasting and the basics in wine and food matching.

Develop your knowledge of the world wine, basis in oenology and enhance your senses to develop your skills in wine tasting.

These are the objectives of this “intermediate” course on 4 days. INWine B is ending (final day) by a written exam (MCQ) and a blind tasting.

VALÉRIE DAMOUR UNIVERSITÉ BORDEAUX 3, SPÉCIALITÉ ŒNOTOURISME

« Je suis très satisfaite de la formation INWine. 4 jours très intensifs où j’ai énormément appris, aussi bien sur mon approche de la dégustation que sur les termes techniques et le vocabulaire anglophone. Les cours sont articulés de manière pédagogique 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 approach but on technical terms and English vocabulary for tasting.

Courses are given in a very academic and professional way.

I had doubts on my future career in the wine industry and INWine gave me confidence and motivation.”

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INSEEC WINE & SPIRITS INSTITUTE

INWine C 2 jours (réservé aux participants ayant déjà validé INWine B) 2 days (only for participants with a validated INWine B) 2 jours pour les experts ! Approfondissement de l’œnologie moderne et des techniques de dégustation pour cette formation professionnelle.

2 days for experts! Skills in modern oenology and tasting techniques are taught in this professional session.

INSpirits 3 jours (le mercredi sur 3 semaines) 3 days (on Wednesdays during 3 weeks) 3 jours de formation dédiés exclusivement à la connaissance de la culture, des modes de production et à la dégustation des spiritueux du monde.

3 days exclusively dedicated to the culture, production and tastings of spirits of the world.

INSEEC WINE & SPIRITS INSTITUTE

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CARRIÈRES ET ENTREPRISES/ CAREERS AND COMPANIES PARCOURS D’ANCIENS / CAREERS • PIER GIUSEPPE TORRESANI Export Manager, Masi Agricola ITALY

• GUILLAUME CHEVRIN Assistant Sommelier, Alain DUCASSE Entreprise FRANCE

• REBECCA TETLEY Global Marketing, Constellation Brands NEW ZEALAND

• PIERRE SURAUD Merchandising, Carrefour FRANCE

• VERONICA RUIZ Sales Promotion Manager, Sopexa USA

• HONGCHAO LI Responsable Export, Bord’O Vins Fins FRANCE

• LUCIA MINEUR Events and Sales Training Development, Caudalie USA

• DELPHINE BLANCHOT Brand Ambassador, Barton & Guestier USA • DAMIEN MAURY Promotion de vente, Baron Philippe Rothschild Distribution FRANCE

EXEMPLES DE STAGES / INTERNSHIP EXAMPLES • MARIE LALLEMAND Assistante E-Marketing, Millésima FRANCE

• LOUISE LECONTE Assistante Marketing et Communication, Châteaux et Domaines Castel, Castel Frères FRANCE

• ADRIEN COHO Commercial, GINESTET FRANCE

• EDGAR MARTIN Assistant Marketing Export, Maison SERVAN FRANCE

• AGATHE VAUCHER Commercial, The Fair Trade Spirits Company UK

• AGATHE VINCENT-LAY La maison du Whisky FRANCE

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INSEEC WINE & SPIRITS INSTITUTE

• MARGAUX BRENGEL Assistante Communication, Moët Hennessy SNC - Entité Estates & Wines FRANCE

• VINCENT FILHOL Assistant Analyses Commerciales, GMS, Bacardi Martini France FRANCE

• FLORIAN BEAUBOUCHEZ Marketing, House of Fine Wines Ltd CHINE

• ANTRIM DUNCAN Assistant Export, Bernard Magrez Grands Vignobles FRANCE

• ROMAIN KASZKOWIAK Commercial GMS, Brasseries Kronenbourg FRANCE

• HUA YU Assistant Communication, La Maison Veuve Clicquot FRANCE

FOREIGN STUDENTS TESTIMONIAL DENISE LAM After several professional experiences in the wine industry as business developer project assistant, project manager and export manager (Absolut, O Chateau, Hong Kong trade Developpement Council), I decided to set up my own company: Bon Wine based in Hong Kong and specialized in negociation and trade of “grands crus classés”.

ERNESTA AMITINAITE In search of a truly international experience in the wine industry, I left Lithuania and came to complete a MBA in Wine Marketing at INSEEC Bordeaux. I have just completed the academic year and I am off to London to work in the Sales Marketing Department in 10 International. I am very excited to acquire an even larger experience but I’m sad to leave Bordeaux.

EDUARDO CABALLERO A commercial Engineer graduated from The Valparaiso University, he worked as Area Manager for Terranoble Vineyard, Chile, where he realized his passion for this industry and decided to leave the country to study a Wine MBA at INSEEC, Bordeaux. Eduardo is currently promoting the wines of Viu Manent in the European market. A great challenge for him!

LINDSAY MORISS I grew up in North Kingstown, Rhode Island (USA), studied business and languages at the University of Rhode Island, then went on to work for several multinational companies - both in the U.S. and abroad. I moved to France to obtain an MBA in Wine Marketing & Management at the Bordeaux International Wine Institute (INSEEC Group) and later completed internships with a Bordeaux wine merchant and a family-owned winery in Nierstein, Germany.

I’m now Wine Manager at Chris Gasbarro’s Fine Wine & Spirits.

YAZHOU LEI After following a Franco-Chinese bilingual program in China, I decided to come to France and study a field that fascinates me: wine. As part of the MBA program in Wine Marketing, I am doing an internship as a sales representative at La Winery, a company based in Bordeaux and specialized in wine tourism and wine trade. After my graduation, I wish to continue working as an go-between between China and France because the Chinese market is flourishing.

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