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The Business of Fine Wine

Immersive Wine Business program delivered in two of the world’s top wine regions - South Australia and Bordeaux.

Calendar icon Key Dates 20-24th May 2019 (Bordeaux) and 25-29th November 2019 (Adelaide)
Info icon Duration 10 days (5 days in South Australia and 5 days in Bordeaux)
Cart icon Cost EUR 8,888
 Earth globe icon Location Adelaide, SA and Bordeaux, France
User icon Instructor -

Customised options Download Brochure Enquire now

Course overview

This program will see wine business leaders, industry bodies and world leading academics, critics and writers coming together to deliver participants the learning experience of a lifetime.

The University of Adelaide together with KEDGE Wine and Spirits Academy, Bordeaux are excited to offer an innovative program showcasing the best practices in wine business from two of the world’s Great Wine Capitals.

Visiting wine businesses and academics from these iconic regions, the 10 day program will focus on experiential learning within the regions themselves, exploring the best wine business practices in South Australia and Bordeaux, with 5 days spent in each.

Our connections run deep and will allow you behind the scenes access to both academic institutions and wine businesses in these regions. You will workshop global trends in wine business, explore our R&D and visit the vines in Bordeaux and Barossa to see how they compare.

Expressions of interest are being sought for this unique two week program where you will be immersed in two of the great wine capitals of the world.

This program is capped at 20 participants.

Course topics


Day 1 - A global challenge: The European and American picture

  • Compare French and North-American consumption trends
  • Understand the keys to enter the French and North-American markets
  • Discover the Cité du Vin

Day 2 - UK the most important Fine wine marketplace

  • Understand the Fine wine market in the UK
  • How to build a wine marketing strategy in the UK?
  • How to be successful as an importer or a wine buyer in the UK?

Day 3 - Prestige, differentiation of diversification in a very competitive market

Two case studies through two fascinating visits:

  • The Sauternes challenge.
    Can you rely on prestige and history in an evolving market? How can Sauternes regain its markets in France and abroad?
  • Smith Haut Lafitte, Differentiation and diversification
    How to complete the story and become much stronger.  

Day 4 - The Bordeaux experience from the vineyards to the consumer

  • Understand the work of a major Bordeaux Négociant – How to be competitive on La Place de Bordeaux?
  • Visit a Bordeaux icon, Château Margaux
  • Discover the JM Cazes Selection group

Day 5 - How to mix French and Asian lifestyles?
& tasting of French icons

  • Compare and contrast French and Asian taste and consumption trends
  • Enjoy a tasting of the very best of France


Day 1 - A global challenge: the bigger picture

  • Explore global trends, consumer insights and priority setting for market engagement
  • Identify challenges and opportunities for category development
  • Determine Australia’s key market focus and engagement strategies
  • Dinner at Australia’s most iconic winery, Penfolds

Day 2 - R&D as our competitive advantage

  • Introduce and establish the power of innovation, technology and outreach
  • Making an evidential case for being a ‘better’ product
  • Determine a wine industry culture for long-term, consequential planning informed by technical excellence

Day 3 - Old vines and sacred sites: The great inheritance

  • Profile and comprehend Australia’s unique features and key points of differentiation
  • The strategic importance of old vines, single sites and new landmarks - building a credible premium
  • Visits to Barossa Valley wineries

Day 4 - New marketing and the importance of purpose

  • Consider key change drivers and determinants of consumer behaviour
  • Building a product response
  • The cornerstones of pricing, positioning and value
  • Future forward: the reality of climate change and the challenge of sustainability
  • Visits to McLaren Vale wineries

Day 5 - A new world order

  • Synthesize and conclude the week with a definitive tasting covering all of our major themes in 24 wines
  • Farewell lunch

Who should take this course?

  • Wine business professionals
  • Business professionals with an interest in, or looking to transition into the wine industry.
  • Wine producers and professionals working in the wine value chain from production to distribution, sales and marketing.
  • Wine category managers and buyers.

Key learnings

By the end of this program you will:

  • have thorough knowledge and key industry insights from two of the world’s top wine regions
  • be able to identify challenges and opportunities, with meaningful insights and strategies for wine category development in a global context
  • know how to utilise innovation and technology, as well as history and culture as a competitive advantage
  • differentiate wine products and experiences by integrating place, historical and cultural context, story and customer insights
  • have a current understanding of changes in consumer behaviour in the wine industry internationally

Apply Now

Business of Fine Wine - Application Form

Please provide contact details for a professional referee

Terms and Conditions

  • Visa and flight arrangements are the responsibility of the participant.

  • Travel insurance is the responsibility of the participant.

  • Program content is delivered in English

  • Full payment is required two months prior to the program commencement in 2019

  • Refunds not available one month prior to program commencement in 2019

(All applications will be reviewed and outcome advised in February 2019)

Enquire Now

Our experts are on hand to answer your questions and work with you to determine your professional development requirements.

You can phone us on +61 8 8313 3268 or simply complete the details below and we'll respond to you within 24 hours.

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