Skip to main content

The Business of Wine

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

Calendar icon Key Dates May 2019 (Bordeaux) and November 2019 (Adelaide)
Info icon Duration 10 days (5 days in South Australia and 5 days in Bordeaux)
Cart icon Cost To be advised
 Earth globe icon Location Adelaide, SA and Bordeaux, France
User icon Instructor Adelaide: Marni Ladd and Paul Henry. Bordeaux: Jacques-Olivier Pesme and Isabelle Dartigues.
Together with leading academics and industry experts in each region.

Customised options   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 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


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

  • Explore production and consumption trends in the European and American wine producing countries, compare old world and new world practices and tastes
  • Discover the Place de Bordeaux unique approach to sales
  • Visit and experience wine tasting at 2 vineyards outside Bordeaux

Day 2 - The UK market as a gateway to Europe

  • Discover the wine market in the UK
  • Select the most appropriate distribution channels among On-trade and Off-trade distributors
  • Explore UK wine Marketing: Competitive environment, the UK wine consumer, wine prices, communication

Day 3 - The Bordeaux experiment: From tradition to revival

  • A history of tradition and French savoir-faire: Learn from the one century old cooperage Nadalié and follow the process of barrel making
  • Step into a world of experiences and visit the new born Bordeaux jewel: The Cité du Vin. So much more than a museum

Day 4 - Prestige wines as a differentiation key to success

  • One of a kind experience at Château Smith Haut Lafitte and discover the Sources de Caudalie world class success
  • The myth of Bordeaux most in demand iconic wines: Share an exclusive tour and wine tasting experience at a BordeauxGrand Cru Classé

Day 5 - Wrap-up session: How to mix Asian and French art de vivre

  • Compare Asian and Western tastes with a food and wine pairing session.

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

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.

Get in touch