What is an MSc in Wine Sales & Marketing Management?
The MSc Wine Sales & Marketing Management provides training in sales development and marketing in the wine industry. It is RNCP level 7 certified by the French Ministry of Employment. The first year lays the foundations for strategic marketing, distribution and international wine trade. The second year develops expertise in market strategies, wine tourism and wine management. This professionally-oriented programme prepares students to manage commercial activities in the international wine sector.
Professional certification
Level 7 (EU) Business Development Manager professional qualification, NSF code(s) 312, awarded by INSEEC MSc, registered under number 39884 in the RNCP (Répertoire National des Certifications Professionnelles) by decision of the Director General of France Compétences.
Objectives and skills
The aim of the MSc Wine Sales & Marketing Management is to train professionals capable of managing commercial development in the wine industry. You will learn to manage sales teams, develop international distribution strategies and manage wine brands.
The programme develops key skills in :
- Designing the sales strategy
- Steering and securing the sales 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 company in the wine and spirits industry.
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 take account of changes in the wine market, new consumer trends and the challenges of sustainable development.
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 sector.
- Business game
- Budget management and dashboards
- Business English
- Negotiations
- Software and decision-support tools
- Professional tools and methods
- Corporate strategy and business plan
1ʳᵉ year – Specialised courses
Specialised courses develop skills in wine marketing, distribution and international trade.
- International trade applied to the wine sector
- Capstone California wine certification program (Level 1)
- Distribution and retailing policy
- Business skills
- TA prompt engineering
- Strategic and operational marketing
- Market focus
- Digital marketing and e-commerce
- Event marketing and communication
- Consumer behaviour and customer experience
- Logistics and supply chain
- Masterclass
2ᵉ year
60 ECTS credits – 441 h
The second year deepens expertise with advanced modules in commercial strategy, international distribution and wine management.
Commercial strategy
- Procurement and purchasing in the wine sector
- Marketing and launching new brands
- World wine markets and balances
- Sustainable development and green management
- Applied research dissertation
Steering and operational deployment
- Distribution strategies for wines and spirits in supermarkets
- Distribution strategy for monopolistic and emerging markets
- Distribution strategy for historic markets
- Financing and investment decisions
Team management
- Professional tools and methods
- E-commerce and digital strategy
- Management and marketing strategies for wineries
- Communication, events and public relations
Commercial excellence
- Wine tourism and legal regulations
- Advanced negotiation strategy
- Consumer behaviour as applied to wine
- Packaging and design
Company management
- Wine tasting and oenology
- Capstone California wine certification (Level 2)
- Wine challenge
Assessment procedures
The two years of the programme combine expertise in the wine industry with practical experience in wineries and distribution channels, and are offered on both initial and sandwich courses.
Course validation
- The validation of each year implies the acquisition of 60 ECTS credits.
- The MSc degree is validated by successful completion of the two years, totalling 120 ECTS credits.
- Full mastery of all the skill blocks is a prerequisite for certification.
- Validation of each block requires a mark of at least 10/20 for all the skills assessed.
- Partial validation of a block is not possible.
Conditions for obtaining certification
- Mastery of four blocks of cross-disciplinary skills that are the same for all courses.
- Professional period of at least 132 days in the second year (MSc 2) for students on initial training.
Assessment procedures
Your progress is constantly assessed throughout the course through :
- Continuous assessment and face-to-face final examination sessions.
- Winegrowing case studies carried out alone and/or in groups.
- Personal and/or group oral presentations.
- Individual and/or group written reports.
- Market research and experience of winegrowing structures.
- An applied research dissertation on a sales management or wine marketing issue, defended in front of a panel of industry professionals and academics (in the second year).
This diversity of formats enables you to validate the acquisition of skills and measure your ability to manage commercial issues in the world of wine.
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
Everywhere in France
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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 schemes will enable you to develop your commercial activity in wineries, wine merchants or specialist distributors. You’ll manage marketing projects and export markets. In this way, you’ll develop your oenological expertise, making it easier for you to find a job in the sector.
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 Wine Sales & Marketing Management?
After completing INSEEC’s MSc in Wine Sales & Marketing Management, there are many opportunities for you to enter the professions of business development, sales management and marketing in the wine sector. You will benefit from rapid career development prospects towards sales management or international market manager positions.
Application
What are the entry requirements for the MSc Wine 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 marketing, management or oenology: university Master 1, 1ʳᵉ year of a Master’s degree in a business school or equivalent.
- Apply using the online application form.
Your application
- Submitting your application
- Admission test
- Eligibility results
Tuition fees
What are the tuition fees for the MSc Wine Sales & Marketing Management?
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 Wine Sales & Marketing Management
The top questions asked about the MSc Wine Sales & Marketing Management. And if you’d like to know even more, our teams will be happy to talk to you!
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What are the objectives of the MSc Wine Sales & Marketing Management?
The Master of Science in Commercial Management & Wine Marketing trains professionals capable of :
- Managing sales development in the wine sector.
- Developing distribution strategies for international markets.
- Managing wine brands and the customer experience.
- Master oenology, wine tasting and wine tourism.
This course prepares students for careers in sales and management in the wine and spirits sector.
Are there any work-study opportunities during the MSc Wine Sales & Marketing Management course? What languages are used for the courses and exams?
Yes, the Master of Science in Wine Marketing can be taken on a sandwich course over 12 months (MSc 2) or 24 months (MSc 1 + MSc 2). Work-linked training gives you the opportunity to gain professional experience in a winery, wine merchant or distributor, while continuing your general education in the wine sector.
How long does the MSc Wine Sales & Marketing Management at INSEEC last?
The programme lasts 2 years (MSc 1 + MSc 2) for those with a Bac +3, or 1 year (MSc 2 only) for those with a Bac +4. You can join the programme at the start of the academic year in September/October or at the start of the academic year in February/March, depending on the campus.
What languages are used for lessons and exams?
Courses on the Master of Science in Commercial Management & Wine Marketing are taught in French and English or 100% English, depending on the course chosen and the host campus. This bilingual approach prepares students for international exchanges and facilitates access to wine export markets worldwide, including monopolistic and emerging markets.
Is INSEEC’s MSc Wine Sales & Marketing Management recognised by the State?
Yes, the programme awards RNCP level 7 title 39884 “Business Development Manager”, which is recognised by the French government and registered on the Répertoire National des Certifications Professionnelles. This qualification gives graduates easier access to management positions in the wine and spirits sector.
What is the admission process for the MSc Wine Sales & Marketing Management?
There are three stages to admission: submitting your application online, studying your academic and professional background, and then a personal interview.
Students must demonstrate their interest in the wine sector when their application and interview are assessed.
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 professionals and access to opportunities in wineries, trading houses and distributors. Graduates of the programme form a network specialising in the wine and spirits sector.
What professional qualifications does the programme offer?
The Master of Science in Commercial Management & Wine Marketing 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 facilitates your integration into the global wine sector, particularly in historic and emerging markets.
What legal and regulatory aspects are covered in the course?
The programme includes modules on commercial law, legal regulations for wine tourism and the economics of the wine sector. Students learn to navigate the regulatory framework for wine, understand the economics of global markets and manage the international business law aspects when they return to each of the campuses offering these specialist courses.
What soft skills have been developed following the MSc Wine Sales & Marketing Management?
The soft skills acquired during this training course include :
- Tasting expertise and professional sensory analysis.
- Commercial sense and a passion for the wine product.
- The ability to adapt to different international markets.
- The interpersonal skills essential to the sector.
- Knowledge of terroirs and wine culture.
These soft skills are essential if you are to succeed in the world of wine. The course also develops your professional network and your understanding of the challenges of sustainable development in the sector.
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