This Actor course will allow you to refine marketing strategies in the hyper-competitive world of wine by taking into account the fundamental dimensions of wine tourism and heritage and will also allow you to deepen food and wine combinations or, more naturally, wine and food combinations.


Key B1 Terroir and Brands

Head Instructor : Joëlle Brouard (creator of the Master’s degree in International Wine Trade at the Dijon Business School)

Speakers from VITAE (VIns de Terroir and enlightened amateurs) and Etoffe des Terroirs

The terroir concept and its interpretation in marketing
– In the collective strategies of the appellations
– Analysis of the main major vineyards: Burgundy, Bordeaux Champagne, Côtes du Rhône
– Success and difficulties of certain terroirs
– What are the conditions for the successful marketing of an appellation?
– The brand in wine
– Analysis of the successes of the estates and castles
– Case studies
– Testimonials from leading brand managers: Aubert de Villaine

Quotation and prices of wines
– How are wine prices and wine lists determined ?
– General and particular quotation tools
– Prescription in wine Traditional prescription (intervention of journalists)
– Digital prescription (intervention influencers and digital specialists)

The establishment and management of networks
– Implementation of a distribution and influence strategy
– Knowledge and understanding of networks of influence (testimony and case study) Clubs, enlightened amateurs…..
– Influential and cultural networks (brotherhoods, clubs…)
– Cavist distribution network

Clef B2 Vin et Gastronomie


  • The geo-sensory approach to food and wine pairing: the origin of the dishes, aromatic analysis and the colour of the dish
  • The fundamentals of the food and wine association
  • Wine and the spirit of a dish
  • The chords in the direction of the dish
  • Agreements in opposition
  • Associations on dishes and types of preparation of French cuisine
  • Food and wine pairings on foreign cuisine
  • The choice of glassware, glasses and decanters and their uses
  • Wine serving temperatures

Key B3 Wine tourism and heritage

Head Instructor : Charles Rigaux

Speakers : Marie Claude Pichery, Youri Lebault, Pierre-Olivier Coron

Understand and analyse the reality covered by the term Œnotourism
– Understand how wine tourism fits into an economic, marketing, cultural and historical approach.
– Identify the actors who take part in this tourism phenomenon. – Understand and analyse the relational networks and the economic and political stakes for a territory
– Definition of wine tourism and its main characteristics. o Case studies and examples from several vineyards: Burgundy, California, Piedmont…
– Analysis of concrete examples
– Socio-historical, geographical, marketing, and economic approachesapproaches
– A “total” and complete tourism?
– Very territorialized applications. Why are some vineyards getting more involved in wine tourism?
– How do historical processes, cultural and economic context influence wine tourism development?
– The actors of wine tourism: Traders and big companies; “Small” producers; Peripheral actors
– Professional dimension
– Speeches, skills and inter-recognition
– Tourists, targets and consumption .