INSEEC Wine & Spirits Institute
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MBA Spirits Marketing & Management (MBA2)

MBA Spirits Marketing & Management (MBA2)


An international program to manage and market spirits brands

The MBA Spirits Marketing and Management welcomes students from diverse backgrounds (university or management school graduates), as well as professionals from the spirit industry. This one-year program has a strong international orientation.

It provides students a specialization in the Spirits Industry, gaining insight through courses on brand strategy, mergers and acquisitions, development of foreign markets, consumer behavior, media, and public relations in order to meet the industry's need for skilled management.

This career-boosting program takes place at INSEEC Wine & Spirits Institute Bordeaux from October to January, and at INSEEC London from February to March.

London was chosen as a location because of the local depth and expertise in the spirits industry that offering a unique pool of experts available as lecturers. Renowned professionals working for the largest international spirits groups will share their experience and teach best practices. Various course topics and projects will also give students the opportunity to improve their English language skills in the classroom and in the vibrant city of London.

Innovation Award at SMBG 2015 ranking Master Program
Bertrand Plessis


Program Director

"Train international experts with a good understanding of the different spirits categories"

The Spirits industry has dramatically changed for the past 10 years, both in terms of size and sophistication. We now need experts, with an international dimension combined with a good understanding of the different spirits categories and of the dynamics that make them grow so fast. Ahead of us, we have much potential growth for the brands, be large ones or niche ones.

Before the creation of this MBA, companies did not have specialists and had to hire talented people from other industries. As we are dealing with brands where the cultural dimension, the heritage and the savoirfaire is so important, hiring people with this background means gaining time and efficiency at all levels.

Career opportunities after the MBA Spirits Marketing & Management

This MBA trains students to work in multiple functions within sales, export, marketing, purchasing or communication departments... It offers the opportunity to:

  • become a Spirits Consultant
  • become a Brand Ambassador
  • become a Business Manager
  • become an Export Area Manager
  • become a Liquor and Spirits Sales Representative
  • become a Group Leader
  • become a Spirits Brand Manager
  • etc.


  • Web 2 Digital Tools

    From online shopping to the latest developments in social networking, a review of spirit e-strategies.
    This course evaluates evolving marketing techniques and promotional technologies, and finds ways to integrate them into an effective communication strategy at the product launch stage for an established brand. It also looks at the emergence of the on line store.

  • Management in the Spirits Industry

    Topics include: Integrating a strategic approach to long term development, formulating a global company diagnostic and assessing capacity for change in a fast moving environment; Making a global diagnosis of a firm and its environment while taking into consideration its capacity to adapt to changes; Analyzing and understanding structural problems linked to establishing a strategic plan; and, Pinpointing the identity of an organization and analyzing the components of the company culture.

  • Marketing Studies and Research

    This course prepares students to understand different types of studies: surveys, qualitative studies, explanatory, predicative and causal studies, descriptive studies.

  • Merchandising

    Evaluating different types of merchandising; consumer behavior as the keystone of merchandising; quantitative analysis of a line: optimization, value, reasons to set up, product range.

  • Direct Marketing & Sales Promotion

    Formulating a direct communication strategy, understanding different types of media, stimulating product demand and improving product availability.

  • Media Press Relations and Communication

    Topics include: Sources of information; Defining the various roles played by the key players in international advertising (advertisers, agencies, media, consumer lobbies); and Developing awareness of the global trends affecting the advertising of today and tomorrow; Various socio-cultural and management factors.

  • Financial and Economy in the Spirit Industry

    Choices regarding investment and financial means; Financial analysis and financial information - to know the users, the sources of information; Mastering the tools of financial analysis; Financing the assets, the production tools and the marketing development; and, COGS, overheads and marketing - aiming at optimizing the gross and the net margins.

  • Brand Marketing and Strategy

    Assessing the feasibility of a new product. New product development and the launch process.

  • Law, Regulations and Policies

    This course introduce legislation inside and outside of Europe, rules governing the sale and presentation of products; The naming of wines; The brand, its labelling and its promotion; Administrative constraints; Product licensing, contracts and control of brand image; Protection of intellectual property; Combating counterfeit and parallel imports; International regulatory and tax environment; and, Communication compliance.

  • Distribution Policy

    This course evaluates the different trends (economic, cultural or legal) affecting distribution; Chainstore brands, and the new channels of distribution (internet).
    It analyzes: Strategies for distribution - from independent agents to fully owned stores (how to control distribution, how to capture the distributions margins); How to work in free trade or controlled distribution. It also reviews the current situation in the leading markets and consequences on distribution.

  • Consumer Behavior

    This course investigates the dynamics of human behavior and how it relates to decision-making. It helps gain understanding of consumer trends in order to better define target markets.
    It will explore attitudes: from sipping alone to social drinking, from medical benefits to adverse effects, from taste enjoyment to purposeful drinking. The bright and the dark sides of the spirits industry will also be explored.
    Other topics: Social status and consumption of spirits; The versatility of spirits (straight, mixed, pairing with food); Offering; by leading brands in each category and the renewal of the offering.

  • International Marketing and Brand Management in the Spirit Industry

    Topics include: Managing creativity and innovation; Insights into existing and emerging markets; International brand positioning and competitive analysis; Market entry strategies, brand development and international pricing strategies; Consolidating and evaluating brand strategy; Guiding the relationship between brands and consumers; Brand building strategy; and, Mergers and acquisitions in the spirits industry.

  • CRM

    This course looks at how to conquer the local store and bar (street marketing), as well as how to conquer national retailers – offerings and negotiations. Using technology to organize, automate and synchronize business processes.

  • New Products Launches

    Assessing the feasibility of a new product. It analyses new product development and the launch process; Identification of the opportunities; Sequencing and planning launches; Financial and P&L aspects; and, Production and launches.

  • Packaging Design

    Topics include: Brand strategy; Visual identity; Design and packaging; Industrial design; Sales and marketing architecture.

  • International Negotiation

    The purpose of this course is to master different negotiating techniques according to the cultural context, and learn to negotiate with a win-win approach.
    The course introduces students to the different negotiation techniques with an eye to the cultural context (Europe, USA, North Africa, Asia and Latin America). Participants learn how to use a win/win approach and appreciate the importance of gaining a sound knowledge of the profile of buyers. The course also stresses the importance of learning and analyzing the key points needed to succeed in negotiation.


Fall Intake

oct nov dec jan feb mar apr may jun jul aug sep
Courses in Bordeaux:
3 class days / 2 company days
Courses in London:
3 class days / 2 company days
Full-time internship Thesis
  • Part-time courses in Bordeaux: from October to and including mid-January (3 class days / 2 company days)
  • Part-time courses in London: from mi-January to and including March (3 class days / 2 company days)
  • Full-time internship: from April to and including August
  • Thesis: in September

Spring Intake

mar apr may jun jul aug sep oct nov dec jan feb mar
Courses in Bordeaux:
3 class days
Full-time internship Thesis Courses in Bordeaux:
3 class days / 2 company days
Courses in London:
3 class days / 2 company days
  • Seminars in Bordeaux: in March (3 class days per week)
  • Full-time internship: from April to and including September
  • Thesis: in September
  • Part-time courses in Bordeaux: from October to and including mid-January (3 class days / 2 company days)
  • Part-time courses in London: from mid-January to and including March (3 class days / 2 company days)
INSEEC Wine & Spirits Institute is member of Groupe INSEEC.

Groupe INSEEC is a leader in private higher education in France and offers a large choice of programs from post high school to doctoral studies in initial training and executive education. Campuses are located in Paris, Lyon, Bordeaux, Chambery, Geneva, Monaco, London, Shanghai and San Francisco.

Find out more about other programs of the Groupe INSEEC: