Program Objectives

An international training to manage the spirits industry

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 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 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.

This program delivers a title of Trade and Marketing Manager, certified level I by the CNCP.

At a glance

Program operated by


Initial, continuous or work-study training


Full English

in Bordeaux and London

Intakes in October and March

Accessible after a 4-year post-secondary degree

months of internship

Production – Techniques and Tastings

Production and Techniques

This course prepare students to history of distillation and alcoholic beverages; A brief history of the main categories: whisky, brandy, vodka, rum, soju; Raw materials: water, corn, grapes, wheat, rice, potatoes; Origins, usage versatility; Distillation: column vs. pot stills, distillation basics; and, Filtration, blending, ageing, bottling, and shipping.

Spirits Tastings

Students will practice in Tastings of the main categories (white spirits, brown spirits, liqueurs and specialities); Courses on the versatility of spirits (straight, mixed, pairing with food); and, Visit whisky distilleries, cognac companies and vodka producing units.


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.


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.

Brand Marketing and Strategy

Topics include: Managing a brand; Brand image; Brand attributes; Brand personality – values, benefits and identity; Brand development and brand creation; Brand extension (vertical/horiztontal); Marketing tools – advertising, communication, design and packaging, promotions, public relations; and Premiumization; eco-friendly attitude; regional vs. international brands; tailor-made products.

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.


This course studies the different trends (economic, cultural or legal) affecting distribution; Chainstore brands, and the new channels of distribution (internet).
It analyses: 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.

Marketing Studies and Research

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

Packaging Design

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


Web 2 Digital Tools

This course looks at how the web is transforming the spirit customer experience, from online shopping to the latest developments in social networking. It will give 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.

Media Press Relations and Communication

Topics include: 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.

International Advertising and Event Management

Topics include: Sources of information and key players in international advertising (advertisers, agencies, media, consumer lobbies); Global trends affecting advertising today and tomorrow (political, economic, technological, socio-cultural, etc.); and, Socio-cultural and management factors that have to be taken into consideration when researching, planning and implementing international advertising campaigns.


Management in the Spirit 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.

Finance 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.

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.

Supply Chain Management

From independent agents to fully owned stores, how to control distribution and maximize distribution margins.
Topics include: Logistics and e-business; Distribution and logistics strategy; Customs and wine transport; Specifities linked to purchasing in the wine business; and, the Role of spirits merchants.

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.

This program includes 4 days of training on wine knowledge and tasting taught by the international lecturers of the INSEEC Wine and Spirits Institute.
This session is concluded by an exam (MCQ + blind tasting) allowing you to obtain the INWINE certificate (Level B Intermediate).
Program Structure

This MBA program allows students to alternate business studies with professional experience:

From October to January: courses in Bordeaux

Students follow courses alternated with internship (3 days in class and 2 days of internship per week).

From February to March: courses in London

Students follow courses in London.

From April to September: internship

Students complete a full-time professional internship of 5 or 6 months, in France or aborad. During this period, they must also write and defend a thesis in a field related to this program.