Wine and culture have been linked since ancient times. Wine has held an important place in people’s lives, culture and diets for centuries. The role of wine has evolved over time, moving from an important source of nutrition to a cultural complement of gastronomy and conviviality. The art of wine making has also adapted to grasp the changes in technology, science, but also people’s lifestyles. All these changes have led to the institutionalization of a massive market (estimated around US$360 bn in 2023). Contrary to most markets, wine is highly intertwined with culture. Therefore, to understand wine marketing, it is imperative to apprehend the distinctive properties of wine. In this class, participants will discover wine culture, explore the contemporary stakes wine market is facing (climate change, evolution of drinking habits…), delve into the peculiarities of wine marketing and learn about the fascinating world of wine tasting and wine making.
From June 26th to July 5th, 2023
Total ECTS (European Credit Transfer System) : 6
Module taught by Aurélie LABRUYÈRE, Vindème Associate Director
Concepts and subjects covered:
- Wine culture
- Value creation in wine industry
- Status game in wine industry
- Market-driving strategies
The stakes of wine marketing and wine culture are numerous and strategic. Wine sits at the boundary of two contradictory fields. Culture on the one (with links to art, or even magic); business (with link to commodification and appropriation) on the other hand. As a product coming from both agriculture and craftmanship, wine is a boundary object. Throughout its long history, wine has become a cultural object. And in the meantime, it is also an object that is sold and marketed. But culture cannot be appropriated and sold. So, how are we to proceed? New countries have started producing wines that compete with historical wine producers. Large conglomerates are entering the strategic niches of independent tiny producers.
Assessment: class participation (40%), group work (30%), individual final report (30%)
Get to know more about Module 1.