Bachelor in charge of commercial activities in wines and spirits

Bac, Bac +1, Bac +2
September / Octobrer, February / March
initial, alternating
Beaune, Bordeaux, Lyon, Paris
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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 que nous orientons nos enseignements.

‘Marcello ROUDIL’

‘Directeur de programme’

The Bachelor’s degree in Wine and Spirits Sales Manager: acquire expertise in the wine sector

two students from the INSEEC business school working around a computer

A diploma course in 1, 2 or 3 years to specialize in wine

Holders of a BAC can apply for the 1st year of the Bachelor program, holders of a BAC+1 for the 2nd year and those with a BAC+2 for the 3rd year.

This bachelor’s degree welcomes students from various backgrounds (universities, agricultural engineers or business schools) but also professionals in the wine industry or those who are changing careers.

The aim of the Wine and Spirits Business Manager programme is to train professionals in the sector. The courses are taught by experts and speakers from the business world.

The 3rd year program can be done in alternation, it gives the necessary bases in management, marketing, sales and management related to the specificities of the wine industry.

All our final year courses are specialized and professional, allowing students to be directly operational in a company at the end of their course.

Would you like to know more about the professionalization course for Sales Manager in Wines and Spirits? Sign up for an Open House!

What business skills are developed?

Les compétences développées

In response to the needs of companies identified on the market, the certification develops the following blocks of skills:

  • Block 1 – Participate in the definition of the company’s or organization’s commercial strategy
  • Block 2 – Design and implement a business development plan
  • Block 3 – Define and manage the budgetary elements of business development
  • Block 4 – Lead and develop customer relations and the activity of the sales team
  • Block 5 – Professionalization – Designing and implementing wine and spirits marketing activities

Teaching methods

Méthodes d’enseignement

Modalités d’évaluation

The three years of the program alternate between concept acquisition and practical application.

Each semester is validated by the award of 30 ECTS credits. Progression through the Bachelor’s programme is achieved by validating the semesters one after the other, i.e. 180 ECTS credits acquired at the end of the 3-year programme. The evaluation of the students’ knowledge acquisition is done through continuous controls followed by mid-term and final evaluations at the end of each semester.

  • Individual or group case studies
  • Individual and group oral presentations
  • Individual and group files

Méthodes et outils

The Courses

The courses presented below are given as an example, they may vary slightly depending on the teaching campus. The course content is adapted each year to market developments and updated before the start of each new school year.

Les enseignements fondamentaux

INSEEC Bachelor’s pedagogy combines the mastery of the fundamentals in the key areas of the business world with an immersion provided by professional speakers.

From the first year onwards, students will follow fundamental courses in management sciences:

  • Corporate law / Business law
  • Press review / Deciphering the economic news
  • Business English
  • Accounting and financial management
  • Business development & reporting
  • CRM and loyalty
  • Budget management and steering
  • Corporate strategy
  • Project management
  • Negotiation techniques
  • Pack Office / Adobe / HTML
  • Business games / challenges / “red thread” projects

Non-exhaustive list – course content and titles may vary depending on the campus.

Les enseignements spécifiques

In addition to the common core courses, the students of the Bachelor’s degree “Responsable des activités commerciales en Vins et Spiritueux” will follow specific courses according to their choice of path:

  • Wine business culture
  • Viticulture & Oenology
  • Wine brand law
  • Finance accounting applied to farms
  • Logistics, procurement & purchasing
  • Wine tourism and project management
  • The world of spirits
  • Techniques related to export: Chinese market
  • Digital in wine
  • Sensory analysis
  • Raw material purchasing techniques in the hotel and restaurant industry
  • Events, PR & communication in the Wine & Food industry
  • Business & experience in winetourism

Non-exhaustive list – course content and titles may vary depending on the campus.

The 1st and 2nd year courses are available here.

Complementary modules for orientation

The Bachelor’s degree “Manager of commercial activities in Wines and Spirits” offers, depending on the campus and the ecosystems, four complementary orientation modules.

  • Wine Business
  • Sommellerie et gastronomie
  • Oenotourisme
  • French Wine & Gastronomy (Full English)
  • What are the career opportunities after the Bachelor’s degree in Wine and SpiritsSales Manager?

    Les débouchés professionnels

    At the end of the Bachelor’s degree “Manager of commercial activities in Wines and Spirits”, the graduate students will be able to exercise the following professions (non-exhaustive list):

    • Product manager
    • Wine tourism officer
    • Export manager
    • Wine broker
    • Retail Manager
    • Sommelier
    • Cellarman
    • Company creator (Wine Bar, Cellar, Restaurant)
    • Brand Ambassador
    • In charge of promotion and territorial development
    • Wine consultant
    • French vineyards and oenology
    • Marketing on fairs and exhibitions
    • Wine & Spirits export and logistics
    • Overview of the world’s vineyards
    • Global distribution channels

    The details of the opportunities are available HERE.

    1 or 2 entries per year and an alternating study rhythm

    Each year, the start of the 3rd year Bachelors program is organized in September. Some campuses also offer a staggered start in February.


    The course rhythm is 3 days/2 days for 6 months and then 6 months full time in a company.

    This rhythm is the same whether the learner is in initial training (internship) or in continuing education (professionalization/apprenticeship).

    two students from the INSEEC business school leaning against each other and smiling

    What certification does the Bachelor’s degree in Commercial Activities in Wines and Spirits provide ?

    This program delivers the certification ” Responsable d’Activités Commerciales ” n°36294 registered in the RNCP.

    This certification is accessible by VAE.

    The validation of the certification is obtained by the capitalization of four blocks of competences common to all the courses as well as a block of professionalization according to the course of the candidate .

    What are the tuition fees for the course?

    Initial training:

    • For a 3rd year Bachelor’s degree: 8 900 €.

    Continuing education (sandwich course) :

    • For a 3rd year Bachelor’s degree: 9 700 €.

    Tuition fees may vary from campus to campus. For more information, please contact the campus concerned.

    The rates presented are valid for the year 2022-2023.

    VAE/VAP :

    VAE : 4 200 € HT

    VAP : 850 € HT

    International package: 490€.

    What kind of financial aid is available?

    INSEEC offers several financial aid schemes:

    Key figures for the training course for commercial activities in Wines and Spirits


    Graduation rate 2019 – 2020


    Apprenticeship Contract Breakdown Rate 2019 – 2020


    Satisfaction rate 2019 – 2020 (according to the LimeSurvey analysis report in October 2020)


    Rate of certified apprentices to number of apprentices taking the exam 2019 – 2020


    Updated 12 April 2022