MSc Spirits Marketing & Business Development

MSc
3rd year undergraduate, 1st year postgraduate
September / October, February / March
Full-time, Work-study
Bordeaux
English
Home » Programmes et Formations » MSc Spirits Marketing & Business Development

Why choose the MSc in Commercial Management & Spirits Marketing ?

France is a country renowned for these spirits with famous productions such as: Cognac (a wine brandy produced in the region of Cognac), Calvados (an apple brandy produced in Normandy), Armagnac (a brandy produced in the region of Armagnac) or the Grand Marnier (a liqueur made from orange and cognac). In addition to these products and brands, which are the major export markets, there are other spirits, which are not originally produced in France but which are experiencing very good growth levels. We can note liqueurs, vodka, aniseed aperitifs, rum, gin and whisky. The trade balance of French spirits exports has been growing steadily for several years and also reached its highest level in 2022. France is the world’s second largest exporter with more than 5.8 billion spirits in 2022. Several factors contribute to the reputation of French spirits:

  • The quality of raw materials: French spirits are made from high-quality products, such as fruit, cereals and wines;
  • The distillers’ know-how: they have developed unique expertise in distillation;
  • Oak barrel ageing: most French spirits are aged in oak barrels, which gives them a unique flavor.

INSEEC is committed to attracting the best professionals and professors in the spirits industry. This training was created to give students the opportunity to enter this dynamic sector by giving them a range of practical, theoretical and multicultural knowledge.

Trainin objectives

This program welcomes learners from various backgrounds (universities or management schools), but also professionals from the wine and/or spirits industry. The objective of this program is to train future managers to acquire technical skills in order to become highly qualified in the wine and spirits industry. Anchored in the professional sector, this program allows to master the methods and tools related to this sector of activity. Here are the positions to which you can apply : sales manager/sales director, marketing manager, area manager, ambassador.

  • Develop a marketing strategy focused on the customer experience (“Customer centric”);
  • Lead the operational implementation of the customer experience strategy;
  • Design and deploy the levers of loyalty in the service of performance;
  • Manage the teams and federate around the concept of customer experience in agile mode;
  • Coordinate and deploy the customer experience marketing strategy in the wine and spirits sector.

A degree in 1 or 2 years for a specialized specialization in the field of spirits 

This program is available on the Bordeaux campus in 100% English. 

  • Hourly volume 1st year of MSc: 441 hours
  • Hourly volume 2nd year of MSc: 441 hours

How to apply for INSEEC’s MSc Spirits Marketing & Business Development program ?

The conditions for access to the certification system (excluding VAE) are :

  • For entry into 4th year (MSc1): a level 6 RNCP qualification and/or 180 ECTS validated in a course equivalent to the field concerned.
  • For entry into the 5th year (MSc2): a level 6 RNCP qualification and/or 240 ECTS acquired in a course equivalent to the field concerned.

Would you like to know more about the Spirits Marketing & Business Development program? Sign up for an Online Meeting!

Would you like to find out more about the admission requirements for our Spirits Marketing & Business Development program?

What courses does the Master of Science Spirits Marketing & Business Development offer ?

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

1st year courses

WORKSHOPS 1ST YEAR

BUDGET MANAGEMENT AND DASHBOARDS

The objective is to acquire key skills in terms of budget management and reporting. The emphasis will be placed in particular on budget architecture, with the implementation of summary documents, project management control and its link with budget management, the execution and management of dashboards

BUSINESS ENGLISH

  • Perfect comprehension and communication techniques in the English language in a professional context and applied to the sector. Learners may be required to take the TOEIC, depending on their host campus.

NEGOTIATION

This seminar is focused on a negotiation in an international context. It will be necessary to take into account the cultural dimension and define its impact in an international negotiation. The negotiation is focused on the sales process through a role-playing game.

SOFTWARE AND DECISION MAKING TECHNIQUES

This module aims to deepen the skills of learners in IT to meet the demand of companies in terms of budget or commercial monitoring, project management, personnel management and communication with notably Excel, Word, Powerpoint and team work tools. It aims to be efficient with office tools, quickly identify and correct errors, customize existing tools or create your own tools.

PROFESSIONAL TOOLS AND MEHODS

This module allows learners to improve their CV and their posture, notably through simulations (business game, professional simulation, speaking, etc.); practical and professionalizing workshops (CV, professional social networks, coaching, etc.) as well as professional and master class conferences.

COMPANY STRATEGY AND BUSINESS PLAN

This module allows initially to integrate the approach of the business strategy: from the analysis of customer needs, the structure of markets to the dynamics of competitors to identify opportunities and threats in the environment. It also aims to learn how to create a Business Plan or business plan: from the design of a costed project for business creation or development.

SPECIALIZED COURSES

CAPSTONE CALIFORNIA WINE CERTIFICATION PROGRAM (LEVEL 1)

This certification allows wine managers to demonstrate their knowledge and skills from a technical point of view. 

DISTRIBUTION POLICIES & RETAILING

Distribution and retail distribution (retailing) now complement digital marketing and ecommerce, it is nevertheless an essential facet in order to continue attracting consumers at physical points of sale.

BUSINESS SKILLS

This module allows learners to dive into real or fictitious business cases and to practice marketing strategy, operational marketing, communication plan as well as peer exchanges in order to progress.

DATA ANALYSIS – CRM & MARKETING

  • Apply SQL skills to analyze real-world datasets, using complex queries, joins and subqueries.
  • Analyze customer data and campaign results to improve marketing strategies, using CRM tools and marketing automation for segmentation, targeting and personalization

STRATEGIC & OPERATIONAL MARKETING

The fundamentals of marketing apply to the wine and spirits sectors, so this seminar is an opportunity to put theories into perspective in relation to the practices of companies in the sector. Numerous implementations are proposed in order to progress in the launch of a range or a new product, in the proposal of a collaboration or even in the elements of an optimal phygital distribution.

MARKET FOCUS

These masterclasses are an opportunity to bring in experts on emerging or cutting-edge topics in the wine and spirits sector.

NO CODE DATA STRUCTURING & GENERATIVE AI : PROMPT ENGINEERING

  • Apply skills to create, format and manipulate data in Google Sheets, using more complex functions and formulas.
  • Learn the principles of prompt engineering and its impact on AI responses.
  • Learn the principles of message engineering and their impact on AI responses.

DIGITAL MARKETING & E-COMMERCE

If digital marketing and e-commerce are now widely adopted by wine and spirits companies, it is nevertheless necessary to know how to maintain a high level of requirement and a “memorable” experience like the physical experience in a point of sale. How to (re)create this online experience? Which integrated performance indicators? Which tools and techniques adopted on the CRM? What about social commerce? These questions will be addressed throughout this seminar.

 

EVENT MARKETING & COMMUNICATION

Mastering the strategy and actions of both marketing and communication related to events is imperative. This module therefore allows learners to become real event project managers and in a sustainable perspective.

CONSUMER BEHAVIOR & CUSTOMER EXPERIENCE

Consumer behaviour applied to the wine and spirits sector allows a market to be better studied, to better define its target and therefore to propose the most relevant strategy. The social, cultural and maturity characteristics of consumers are studied as well as the study of consumer behavior at a point of sale or in a specific consumption context.

LOGISTICS & SUPPLY CHAIN

Logistics and supply chain are now a central service in order to gain efficiency and develop a company’s sales. Applied to the wine & spirits sector, logistics and supply chain can no longer be ignored, this module allows understanding the added value of this department.

EXAMS & SUPPORT

WRITTEN EXAMS
DEFENSE

The 2nd year courses

MARKETING STRATEGY & CUSTOMER EXPERIENCE

CONSUMER BEHAVIOR APPLIED TO WINE AND SPIRITS

This course will allow learners to understand the specificities of wine and spirits consumer behavior and master the keys to a successful customer experience. They will thus be able to analyze customer needs, create memorable experiences and improve the performance of brands.

MARKETING & MANAGEMENT STRATEGIES

Mastery of key marketing and management tools and concepts applied to the wine and spirits sectors. Learners will be able to develop effective marketing strategies, manage teams and drive brand performance.

MARKETING & INNOVATION

This module will address the skills needed to develop and launch innovative products in the wine and spirits sector. Ultimately, learners will be able to understand market trends, create disruptive business models and master digital marketing tools.

MASTER THESIS

  • Allow learners to know the expectations of the applied research thesis.
  • Formulate an issue, build a review of the literature, choose the methodology of the study, issue recommendations.

MANAGING THE CUSTOMER EXPERIENCE

DIGITAL STRATEGY AND E-COMMERCE

  • The new communication levers: Internet (web 2.0 and 3.0, social networks, e-mailing, podcasting).
  • E-reputation and brand protection on the Internet.
  • This module allows learners to develop an effective e-commerce strategy for wine and spirits brands.

DISTRIBUTION STRATEGIES APPLIED TO WINE AND SPIRITS

This module will allow students to master the workings of distribution and develop an optimal strategy for routing products to customers. Learners will be able to choose the relevant distribution channels, manage relationships with intermediaries and define an effective retail policy.

MARKETING, COMMUNICATION AND PR

  • Understand the issues by analyzing the fundamentals of marketing, communication and press relations in the wine and spirits sector.
  • Mastering tools by implementing digital techniques, press relations and storytelling to build effective communication.
  • Develop a global strategy by creating a strong image, managing reputation and forging lasting links with the media and influencers.

PURCHASING AND SUPPLY CHAIN MANAGEMENT

This module allows learners to understand the specific issues and challenges of the purchasing and supply chain function in the wine and spirits sector.

LOYALTY & PERFORMANCE

CRM MARKETING

Develop a data-driven CRM & Marketing approach to increase customer satisfaction and generate tangible results.

BRAND MANAGEMENT AND LEGAL ISSUES

This module will allow learners to acquire a thorough understanding of the legal issues of brand management in the wine and spirits sector.

FINANCIAL MANAGEMENT AND STRATEGIC PLANNING

From performance analysis to strategic vision, this module allows you to drive the company’s profitability, build a long-term strategy and make the right decisions to ensure its sustainable growth in the wine and spirits sector.

ACTION LAB

Through a common thread project, learners will be able to implement the skills acquired over the year. These are therefore practical workshops applied to the wine and spirits sector.

TEAM MANAGEMENT & AGILITY

TEAM & TALENT MANAGEMENT APPLIED TO WINE AND SPIRITS

Seasonality, diversity of professions, transmission of traditions, attractiveness and retention of talent in a competitive sector are the major challenges today.

NEGOTIATION

Learners will be able to conduct complex and sensitive negotiations in the international context of wine and spirits, preserving interests and brand image.

MASTER CLASS

Inspiring meetings with professionals, a thorough exploration of luxury themes and an environment conducive to networking and personal development

TEAM MANAGEMENT & AGILITY

WINE TASTING AND OENOLOGY

Learners develop sensory expertise and precise vocabulary to describe complex wines, and explore the advanced aspects of winemaking, ageing, and food & wine pairings.

CAPSTONE CALIFORNIA WINE CERTIFICATION (LEVEL 2)

Detailed exploration of Californian wine regions, grape varieties and styles.

HISTORIC EXPORT MARKET

This module allows learners to acquire the necessary skills to develop an effective marketing strategy in the historical export market. They explore the characteristics of this market, analyze the competition and customer needs and build a tailored marketing action plan.

MONOPOLISTIC AND EMERGING MARKET

  • Analysis of markets such as China or India and understanding of the specific challenges related to them.
  • Local particularities, environmental issues and monopoly requirements are all factors to be taken into consideration.

EXAMS & SUPPORT

EXAMS

Written exams
Thesis defense

The course content is adapted each year and updated before each start of the school year. 


What are the start dates and study rhythms?

There are two openings per year, in February/March and September/October. To check the opening of each intake, contact the admissions departmentdirectly.

The pace of the course may differ from campus to campus and depending on whether the course is carried out under an internship agreement (initial) or a professionalization/apprenticeship contract (continuing).

The work-study contract must be signed for a period of 12 months (MSc2) or 24 months (MSc1 + MSc2).

To find out the duration of the contract for our Spring intake, please contact the Admissions Department of the campus that interests you.

What are the career opportunities after a MSc in Commercial Management & Spirits Marketing ?

  • Sales Director
  • Business Development Manager
  • Business development manager
  • Sales Manager
  • Project Manager / Consultant
  • Business Engineer / Sales Engineer

To consult detailed job descriptions by specialization.

What business skills are developed ?

Professional certification allows the preparation of the following blocks of skills :

  • Design the business strategy
  • Manage and secure the commercial strategy and its operational deployment
  • Manager of the commercial teams
  • Driving performance and excellence in business activities

To these common blocks of skills, the following optional sectoral block is added :

  • Managing the growth of a company in the wine and spirits sector

Certification is obtained by :

  • Validation of four skill blocks common to all courses, plus a specialization block depending on the candidate’s course (each skill block must be passed with a grade of 10/20 or higher).
  • Completion of an in-company placement of at least 132 days during the second year of the program (MSc 2).

Professional certification of “Commercial Development Manager” at level 7 (EU), NSF code 312, awarded by INSEEC MSc (CEE-SO, CEE-RA, CEE-OUEST, CEE-M, CEFAS, MBA INSTITUTE, ADEFI FORMATION), registered under number 39884 in the RNCP (National Directory of Professional Certifications) by decision of the Director General of France Compétences on November 28, 2024.

The certification is issued once all competency blocks have been completed. All the competencies must be validated for the block to be complete. Partial validation of a block is not possible. It is also accessible through the Validation of Acquired Experience.

What are the educational methods of the MSc in Commercial Management & Spirits Marketing ?

Teaching methods

  • Situational exercises through collective or individual case studies carried out by the students
  • Lectures and interactive courses
  • Conferences, seminars and educational visits

Evaluation methods

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

Methods and tools

  • The evaluation methods are face-to-face, in the form of continuous assessment or final exams in the form of mid-term exams.

What are the 2025/2026 tuition fees to join the training in MSc Commercial Management & Spirits Marketing ?

FALL INTAKE – 2025

Initial training:

  • MSc1: €12,190
  • MSc2: €15,950  

Apprenticeship program:

  • 24 months : €26,450 before tax
  • MSc2 :  €16,290 before tax

Mandatory fee of €700 for exclusive support services for international students living outside the European Union.

SPRING INTAKE – 2026

Initial training:

  • MSc1: €12,190
  • MSc2: €15,950  

Apprenticeship program:

  • 24 months : €26,450 before tax
  • MSc2 :  €16,290 before tax

Mandatory fee of €700 for exclusive support services for international students living outside the European Union.

In the context of work-study training, tuition fees are payable by the OPCO and the company signing the contract.

Do you have any questions about work-study or our school in general? Consult our frequently asked questions.

  • VAE: €4,800 before tax
  • VAP: €850 before tax 

Mandatory fee for exclusive support services for international students living outside the European Union.

  • Fall intake (2025) – September/October: €700  
  • Spring intake (2026) – February/March:  €700

The application fee is €80.

What kind of financial help is available ?

INSEEC offers several financial aid schemes:

Key NUMBERS for RNCP n°34806 "Customer Experience Marketing ManageR".

99%

National success rate
Class of 2024

97%

Presentation rate
Class of 2024

84%

Overall integration rate
Class of 2023

84%

Satisfaction rate at 6 months
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Disabilities

The OMNES Education Group pays particular attention to the societal environment, including the disability dimension. Indeed, we believe that students with disabilities should not have any problems in pursuing their studies and starting a professional career. We accompany them to facilitate their access to the premises, offer them personalized advice as well as adapted accommodations throughout their school career.

Accessibility of premises: all our campuses are accessible to people with disabilities.

To learn more about the OMNES Education Group’s disability policy, click here.


Contacts for disability referents by campus :

News

David Bartet, intervenant en Finance d'Entreprise à l'INSEEC
Updated 4 July 2025