What is an MSc in Spirits Sales & Marketing Management?
The MSc Sales & Marketing Management of Spirits prepares students for careers in sales development and marketing in the spirits industry. It is RNCP level 7 certified by the French Ministry of Employment. The first year lays the foundations in strategic marketing, distribution and specialised customer relations. The second year develops expertise in brand management, sales strategy and oenology. This professionally-oriented programme prepares students to manage sales activities in the international wine and spirits sector.
Professional certification
Level 7 (EU) Business Development Manager professional qualification, NSF code(s) 312, awarded by INSEEC MSc, registered under number 39884 on the RNCP (Répertoire National des Certifications Professionnelles) by decision of the Director General of France Compétences.
Objectives and skills
The aim of the MSc Commercial Management & Marketing of Spirits is to train professionals capable of managing commercial development in the world of wines and spirits. You will learn to manage sales teams, develop distribution strategies and manage international brands.
The programme develops key skills in :
- Marketing and management of wines and spirits
- Business development and distribution strategies
- Brand management and customer experience
- Oenology and professional tasting
The courses
The courses presented below are given as examples and may vary slightly depending on the teaching campus. Course content is adapted each year to reflect changes in the wine and spirits market, new consumer trends and international issues.
The pace of courses may differ from campus to campus and depending on whether the course is being run under a work placement agreement (initial) or a professionalization/apprenticeship contract (continuing).
The work-study contract must be signed for a period of 12 months (MSc 2) or 24 months (MSc1 + MSc 2).
1ʳᵉ year – Cross-disciplinary and foundation courses
60 ECTS credits – 441 h
This first year develops the managerial and commercial skills essential to the wine and spirits sector.
- Budget management and dashboards
- Business English
- Negotiation
- Software and decision making techniques
- Professional tools and methods
- Company strategy and business plan
1ʳᵉ year – Specialised courses
Specialised courses develop skills in marketing, distribution and sales of wines and spirits.
- Capstone California wine certification program (Level 1)
- Distribution policies and retailing
- Business skills
- Data analysis – CRM and marketing
- Strategic and operational marketing
- Market focus
- No code data structuring and GenAI: prompt engineering
- Digital marketing and e-commerce
- Event marketing and communication
- Consumer behaviour and customer experience
- Logistics and supply chain
- Examinations and support
2ᵉ year
60 ECTS credits – 441 h
The second year deepens expertise with advanced modules in marketing strategy and brand management applied to the spirits sector.
Marketing strategy and customer experience
- Consumer behavior applied to wine and spirits
- Marketing and management strategies
- Marketing and innovation
- Master thesis
Steering the customer experience
- Digital strategy and e-commerce
- Distribution strategies applied to wine and spirits
- Marketing, communication and PR
- Purchasing and supply chain management
Loyalty and performance
- CRM marketing
- Brand management and legal issues
- Financial management and strategic planning
- Action Lab
Team management and agility
- Team and talent management applied to wine and spirits
- Negotiation
- Master class
Team management and agility
- Wine tasting and oenology
- Capstone California wine certification (Level 2)
- Historic export market
- Monopolistic and emerging market
Assessment procedures
The two-year programme combines mastery of the world of spirits with experience of winegrowing and sales structures, and is available as part of an initial or sandwich course.
Course validation
- 60 ECTS credits are required to complete each year.
- The MSc title is awarded after consecutive completion of the two years, representing a total of 120 ECTS credits.
- Certification is obtained by full validation of all the skill blocks.
- Each block requires a minimum score of 10/20 on all skills to be validated.
- Partial validation of a block is not possible.
Conditions for obtaining certification
- Compulsory validation of four blocks of cross-disciplinary skills that are identical for all courses.
- A minimum of 132 days’ work experience in the second year (MSc 2) for students on initial training.
Assessment procedures
Your skills development is continuously monitored throughout the course by :
- Regular assessments and final validation tests carried out face-to-face.
- Sector-specific case studies carried out independently and/or in groups.
- Individual and/or group oral presentations.
- Personal and/or team written dossiers.
- Field projects and assignments in a real-life professional environment.
- An applied research dissertation on a sales management or spirits marketing issue, presented to a panel of professionals and lecturers (in the second year).
This variety of formats allows you to validate the acquisition of skills and measure your ability to manage commercial issues in the world of wines and spirits.
Is this diploma recognised by the State?
Yes, it is an official certification from the Ministry of Labour. Qualiopi guarantees the quality of INSEEC and its training courses.
- A demanding quality label appreciated by companies
Our campus
I France
Business school in Bordeaux
Join a modern, friendly campus on the banks of the Garonne, in the heart of a lively, friendly city.
Testimonials
Our students are satisfied
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After graduating with an MSc in Marketing, Communication & Brand Strategy from INSEEC Bordeaux, I created CLOE, a platform that facilitates access to student housing. Thanks to the La FabriK For Good incubator, I benefited from tailored support and a network of experts to develop a project with social impact, serving student life and inclusion.
Said LasmakCEO & CofounderCloé
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After completing my MSc at INSEEC, I started at Bosch as a Strategic Marketing Analyst, before joining Oracle as an EMEA Business Development Consultant. The skills I acquired at INSEEC enabled me to build this international career path, which led me to my current position at Google.
Nabil AbdelhalimIndustry ManagerGoogle
Key figures for class 2024
For RNCP title n°39884
“Business Development Manager”
Rate of presentation for certification
National pass rate
Overall integration rate
Hot satisfaction rate
Rates updated on 16/10/2025
Professional experience
Internships
Internships placements give you the opportunity to develop your sales activity within wine merchants, wineries or spirits distributors. You’ll lead marketing projects, manage international customer portfolios and develop your sector expertise. This professional immersion makes it easier for you to find a job in the spirits industry.
INSEEC supports you
Personalized support in your search for a work-study program or internship in the wine and spirits sector.
Job dating
Monthly meetings to meet our partner companies in the wine, spirits, and specialized distribution sectors.
Match’Up
Numerous work-study programs and internships in wine marketing, business development, and spirits distribution.
Corporate and Alumni Relations Department
A network of 10,000 partner companies and 115,000 alumni to facilitate your integration into the sector.
Coaching Workshop
Weekly group or individual workshops: CV, motivational interview, posture, LinkedIn, stress management, etc.
Business
What are the career opportunities after an MSc in Spirits Sales & Marketing Management?
After completing INSEEC’s MSc Sales Management & Marketing of Spirits, there are many opportunities for you to join the professions of sales development, sales management and marketing in the wine and spirits sector. You can look forward to rapid career development towards sales management or key account management positions.
Application
What are the entry requirements for the MSc Spirits Sales & Marketing Management?
Admission to 1st year
- Accessible to holders of a minimum of 3 years’ higher education in the fields of commerce, marketing, hospitality, viticulture or management: university degree, professional degree, Bachelor’s degree from a business school or BUT.
- Apply using the online application form.
Admission to 2nd year
- Open to holders of a validated Bac +4 in the fields of commerce, wine and spirits marketing, management or oenology: university Master 1, 1ʳᵉ year of Master’s degree in a business school or equivalent.
- Apply using the online application form.
Your application
- Submitting your application
- Admission test
- Eligibility results
School fees
What are the tuition fees for the MSc Commercial Management & Marketing of Spirits?
Tuition fees for the INSEEC MSc vary from year to year. Several sources of finance are available to help you.
- 3rd year undergraduate
- 1st year 1 year12 650€
- 2nd year 1 year16 550€
- MSc’s Degree
Financial aid
INSEEC offers a number of financial aid schemes:
Alternating work placements or work-study contracts
Banking partnerships and their advantages
- 3rd year undergraduate
- 1st year 1 year12 190€
- 2nd year 1 year16 290€
- MSc’s degree
Financial aid
INSEEC offers a number of financial aid schemes:
Alternating work placements or work-study contracts
Banking partnerships and their advantages
- 3rd year undergraduate
- 1st year 1 year12 650€
- 2nd year 1 year16 550€
- MSc’s degree
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FAQ
All you need to know about the MSc Sales & Marketing Management of Spirits
All the answers to your questions about the MSc Sales Management & Marketing of Spirits. Need more information? Our team at the Bordeaux campus will be happy to help!
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What are the objectives of the MSc Spirits Sales & Marketing Management?
This MSc in Sales Management & Marketing of Spirits trains professionals capable of :
- Designing the sales strategy
- Steering and securing the commercial strategy and its operational deployment
- Managing sales teams
- Managing the performance and excellence of commercial activities
In addition to these common blocks of skills, there is the following optional sectoral block:
- Managing the growth of a wine and spirits company
This course prepares students for careers in sales and management in the wine and spirits sector.
Which languages are used for courses and exams?
Courses on the Master of Science in Commercial Management & Marketing of Spirits are taught in French and English or 100% English, depending on the path chosen. This bilingual approach prepares students for international exchanges and facilitates access to wine and spirits export markets worldwide.
Is it possible to do a sandwich course during the INSEEC MSc Sales Management & Marketing of Spirits?
Yes, the Master of Science in Sales Management and Marketing of Spirits can be taken on a sandwich course over 12 months (MSc 2) or 24 months (MSc 1 + MSc 2). The work-study programme gives you the opportunity to gain professional experience in a trading house, winery or distributor, while learning about new practices in the sector.
Is INSEEC’s MSc Commercial Management & Marketing of Spirits recognised by the State?
Yes, the programme delivers RNCP level 7 title 39884 “Business Development Manager”, recognised by the French government and registered on the Répertoire National des Certifications Professionnelles. This qualification facilitates access to management positions in the wine and spirits sector.
What is the duration of INSEEC’s MSc Business Management & Marketing of Spirits?
The course lasts 2 years (MSc 1 + MSc 2) for those with 3 years’ higher education, or 1 year (MSc 2 only) for those with 4 years’ higher education. You can apply based on your background and professional experience in the sector.
Is there an active INSEEC alumni network to help with professional integration?
Yes, you benefit from access to the network of 115,000 INSEEC graduates in all sectors. This network facilitates exchanges with wine and spirits professionals, access to new opportunities and the development of social skills that are essential for success in this relational sector.
What is the admission process for the MSc Spirits Sales & Marketing Management?
Admission is in three stages: an online application, a review of your academic and professional record, and a personal interview. You can apply for MSc 1 with a Bac +3 or directly for MSc 2 with a Bac +4.
Students entering the programme must demonstrate an interest in the spirits sector.
What professional qualifications does the programme offer?
The Master of Science in Commercial Management & Marketing of Spirits leads to the internationally recognised California Wine Certification (Level 1 and Level 2).
This certification, which complements the RNCP qualification, enhances your expertise in oenology and makes it easier for you to enter the global wine and spirits industry.
What legal and regulatory aspects are covered in the course?
The programme includes modules on trademark law, international business law and legal aspects specific to the spirits sector. Students learn to navigate the complex regulatory framework of wine and spirits distribution, including commercial law issues and labour relations in wine organisations.
What soft skills are developed after the MSc Spirits Sales & Marketing Management?
The soft skills acquired include :
- The art of tasting and professional sensory analysis.
- The social and interpersonal skills essential to the sector
- The ability to adapt to different international markets
- Commercial sense and a passion for the product.
- Cultural expertise and local knowledge.
These soft skills are essential for success in the world of wines and spirits. The course also develops your professional network and your understanding of new consumer trends.
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