Global Wine Markets


MAE - Management du Tourisme
UE 5 International Wine Marketing and Management
Contact hours
20 H
Number of spots
Open to visitors
Coralie HALLER

Pedagogical contribution of the course to the program

Concevoir des solutions adaptées aux problématiques organisationnelles en appliquant des méthodologies pertinentes

Diagnose the strategic positioning of an organization
Evaluate sustainable managerial practices using managerial concepts and instruments as well as digital tools
Develop an academic response to an organizational problem through the mobilization of reading grids and appropriate methodologies

Adopter une posture de leadership responsable en étant acteur de son propre développement et de celui de ses équipes

Build solutions related to issues arising from collaborative work
Recommend decision making by taking a critical approach to driving change in organizations
Effectively argue his ideas orally and in writing with a professional posture

Formuler des solutions aux défis organisationnels dans un contexte multiculturel et international, porté par un "European mindset"

Build an advanced technical vocabulary in foreign language(s)
Communicate in a professional context in writing and orally in foreign language(s)
Design impact management taking into account the economic and social issues supported by a "European Mindset"


The wine industry is going through a period of rapid change and has been closely impacted by the consequences of the global pandemic. At international level, all markets have been affected and present new challenges for wine organizations. They have to consider not only the emergence of mass marketing and changes in consumption practices which are driven by the millenials entering into the wine category but also the consequences of climate change and the increased pressure to adapt sustainable practices along their whole production and supply chain. It seems necessary for wineries to understand their environment to adapt to the industry specific challenges in the future while still navigating the uncertainty created at every level by the global pandemic. This course provides participants with a study of the international and the French Wine Business environment. It is dedicated to giving participants awareness and understanding of strategic perspectives and unique challenges faced by organizations within the wine industry. The objective is for participants to have the opportunity to develop their skills and acquire knowledge about the highly competitive and changing wine business environment. The course is conducted over a three-days seminar. Participants will be encouraged to actively engage through class discussions and group presentations.

Teaching methods


- E-learning

In group

- Exercises
- Oral presentations
- Projects
- Case studies/texts


- Discussions/debates


No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 1) Describe what are the major challenges faced by wine organisations within the global and French wine industry;
  • - (level 1) Recognize the role played by different stakeholders in the French and Global wine business environment;
  • - (level 2) Discuss what are the implications of major challenges for organizations related to the global wine business environment
  • - (level 3) Use strategic Management tools to conduct a strategic analysis of the external environment of a wine market;
  • - (level 4) Appraise the general and country-specific practices of wine monopoly markets;
  • - (level 4) Analyze competitive environment of specific wine markets around the world
  • - (level 5) Develop a critical thinking in solving problems related to wine business challenges;

Affective domain

Upon completion of this course, students should be able to
None affective domain have been associated with this course yet


DAY 1 - Monday 15th January – Coralie HALLER - 13:00-17:00 Session 1 13h-13h30 Course Introduction: the learning journey assignments & assessments, learning objectives Session 2 13h30-14h45 Global Wine Context State of vitiviniculture world market : Vineyards surface area, Grapes production, World wine production, World wine consumption, International Wine trade, Key wine categories, key export and import country players Session 3 15h-16h15 Governance and key players in the French Wine Industry Wine industry value chain : wine producers, wine distributors, professional wine bodies Session 4 15h45- Old Vs New World of wine DAY 2 - Tuesday 16th January – Juan LO BELLO 09:00 - 18:00 Session 5 09h-10h00 Wine Industry Challenges overview: Climate Change impact and adaptation. Intro to sustainability in the wine industry. GreenHouse Emissions on the value chain. Session 6 10h30-11h30 Sustainability in the eyes of the wine consumer. 3 Pillars - Differences between Organic, Biodynamic, Sustainable and Natural wines- IWCA (introduction) - Sustainable accreditation for wineries. Session 7 11h30-12h00 Open debate: Sustainability vs Climate Change adaptation - Wineries dilemma or opportunity? Session 8 12h00-12:15h Introduction to Global Wine markets - the role of the export manager. Session 9 12h00-13h Global Markets Scandinavian Monopolies: Introduction to Nordic Monopolies - Norway, Sweden, Finland - Introduction to Denmark Lunch Break Session 10 14h00-15h Global Markets Asia: Introduction to Asian markets Japan , China and Hong Kong Session 11 15h00-15:45 hrs Global Markets Canada & US: Introduction to Canada and US markets - Canada wine market trends Introduction to the US wine market. Session 12 15:45h-16h00 Final Project: "On the shoes of an export manager" - Group Creation - Introduction and allocation of the French Wine Categories and wines - Allocation of Export markets. Discussion of the scope, the role and the objectives of the project. Group work 1 16:00h-17h00 Group Work 1. Research wine consumption trends of the country you have been assigned to export your wine to. What is changing? How aware are the consumers of your wine category? Is it growing? Group work 2 17:00h-18h00 Group work 2. Understand your wine, the wine region and your category. The AOC system, quality hierarchy, labeling terms, other AOC relevant laws or requirements. Regional differences, most important grape varieties and a short overview of the main export markets of the region. Loire, Alsace, Bordeaux and Burgundy. DAY 3 - Wednesday 17th January- Juan Lo Bello 9:00 - 18:00 Group Session 3 - Final Project 9h00- 13h00 Coaching Sessions for the group - Group start to research and work on the project of "Launching a new wine in a new market in the era of environmentally conscious consumers - 2024" Lunch Break Group Session 3 - Final Project 14h00- 18h00 Presentations: ""Launching a new wine in a new market in the era of environmentally conscious consumers 2024" 4 Groups - x 3 people - 30 min (20 m presentation + 10 discussion) 14h00 - 14h30 Group Presentation 1 14h30 - 15h00 Group Presentation 2 Break 15h15-15h45 Group Presentation 3 15h45-16h15 Group Presentation 4 16h30 - 17h30 Conclusions and Open Final Conversation - Course take outs and valuable take home knowledge.

No prerequisite has been provided

Knowledge in / Key concepts to master


Teaching material

Mandatory tools for the course

- Computer

Documents in all formats

- Newspaper articles
- Case studies/texts
- Worksheets

Moodle platform

- Upload of class documents
- Interface to submit coursework
- Assessments
- Coaching/mentoring


No items in this list have been checked.

Additional electronic platforms

No items in this list have been checked.

Recommended reading

Charters, S. & Gallo, J. (2014) Wine Business Management, Pearson

1- Mariani, A., Pomarici, E. & Boatto, V. (2012) The International wine trade: recent trends and critical issues, Wine Economics and Policy, p.24-40. 2- Montaigne, E. & Coelho, A. (2012) Structure of the producing side of the wine industry: firm typologies, networks of firms and clusters, Wine Economics and Policy, p.41-53 3- Jeffords, A. (2010) New world versus old world success in global wine market by 2030, conference workshop on “The world’s wine markets by 2030: terroir, climate change, R&D and globalization”, Adelaide convention center

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
No reading material has been provided.


List of assessment methods

Intermediate assessment / continuous assessment 1Class no. DAY 1-2-3
Oral / Group / English / Weight : 15 %
Details : Group presentations work in class – group work dynamics
This evaluation is used to measure ILO1.1-MU, ILO1.3-MU, ILO1.4-MU, ILO2.1-MU, ILO2.2-MU, ILO2.3-MU, ILO2.4-MU, ILO1.1-PGE, ILO1.3-PGE, ILO2.3-PGE, ILO4.1-PGE, ILO4.2-PGE
Intermediate assessment / continuous assessment 2Class no. DAY 3
Oral / Group / English / Weight : 25 %
Details : Final project presentation - Group Final Project - “On the shoes of the export manager”
This evaluation is used to measure ILO1.1-MU, ILO1.2-MU, ILO1.3-MU, ILO1.4-MU, ILO2.1-MU, ILO2.2-MU, ILO1.1-PGE, ILO1.3-PGE, ILO2.2-PGE, ILO2.3-PGE, ILO4.1-PGE, ILO4.2-PGE
Final evaluationOther (date, pop quiz, etc.) : TBA
Written / Individual / English / Weight : 60 %
Details : The individual exam will take place during the coming weeks after the course. Date to be confirmed. It will consist of 1 HOUR multiple choice questions together with short written answers questions based on course content, lectures and reading material provided in the 3 days of class (including course lectures, readings, other groups presentations)
This evaluation is used to measure ILO1.4-MU, ILO4.2-MU, ILO1.2-PGE, ILO1.3-PGE, ILO2.3-PGE
No assessment methods have been attributed to this course yet.