Wine and Spirits

With the Wine & Spirits Academy, KEDGE's aims to position itself as the leading institution in the world of wine management.

The KEDGE Wine & Spirits Academy is based in Bordeaux, worldwide capital of wine. Directed by Jérémy Cukierman and with a presence at the heart of the various bodies of the wine-producing industry relaying information and influence, the Wine & Spirits Academy not only has the aim of training managers in the wine and spirits sector but also of supporting changes in the industry by offering help in decision-making, in developing local & international projects to provide economic support to stakeholders and in channelling momentum.

In concrete terms, the Wine & Spirits Academy is a team dedicated to the students of our Wine & Spirits programmes and to our initiatives, partnerships and projects aiming to benefit and improve the employability of our students and alumni.

Impact of Wine & Spirits research

Directed by Prof. Olivier Gergaud, the Wine and Spirits research center promotes research on wine management and economics. It includes topics related to Wine Supply Chain Management, Wine Sustainability, Wine Demand and Branding, Wine Tourism, Wine Tourism, and Wine-related Strategies and Decision.

Read more about Wine & Spirits research

Impact on pedagogy

KEDGE has been educating wine leaders for about 15 years. Our large network of alumni is a valuable asset facilitating contacts between researchers, students and professionals of the wine industry. Two members have recently been invited to join the editorial team of a new journal focusing on wine case studies. Their participation to the editorial board of this journal is a good opportunity for our students to learn how to write and submit cases to academic journals in an efficient way.

Degree programmes

Academic partners 

cooperation with leading universities in France and abroad : 

ISVV, Université de Bordeaux, Bordeaux Sciences Agro, University of British Columbia (Canada), Oenoviti Network, Hong-Kong Polytechnic University School of Hotel & Tourism Management (HK), Sonoma State University (USA), UniSA (Australia)

Impact on networks

corporate and institutional partnerships :

La Cité du Vin, Axa Millésimes, Pernod Ricard, Moët Hennessy, Groupe Castel, LVMH, Martell Cognac, Les Grands Chais de France, VINEXPO, Château Cheval Blanc, Château Angelus, Château Smith Haut Lafitte, Rémy Martin, Baron Philippe de Rothschild, La, Bernard Magrez, CIVB, Château Phélan Ségur, Inno’Vin, Château Cos d’Estournel, Cordier, Mestrezat, Advini, Groupe Bernard, CVBG Dourthe…


Spread of information and decision and strategic support tools in the industry : 

  • BFM radio "the keys to success". 5 times a year, Jacques-Olivier Pesme presents and explores a success in the industry, and the lessons to be drawn for its stakeholders. 140,000 Listeners at each broadcast. link to the last broadcast
  • C dans le Vin: a cycle of bimonthly news debates about vines and wine, presented at the Cité du Vin on the second Tuesday of the month from 11 October 2016 from 7pm to 8:30pm. For the first time, specialists and professionals come to meet the public to debate for 60 minutes on a current wine theme. For each debate, three guests who are specialists in the subject are questioned by Jacques-Olivier Pesme.
    Next debate: Tuesday 13 December. Do wine and education mix?


initiating relaxed occasions surrounding "Wining & Dining", special opportunities for meetings between students, alumni, professionals and decision-makers... who may become business accelerators
Partners : Vinexpo, Cité du Vin

Case studies

  1. Château La Coste or how to combine contemporary art, wine and ecology 
  2. The Bonfils Vineyards: Which development model for an independent grower and harvester, among cooperatives? 


Cité du Vin: measuring and analysing the visitor experience

Within the framework of our partnership with the Cité du Vin, a brand new, unique venue which offers both a cultural and tourist experience, KEDGE provides support in studying the visitor experience and customer satisfaction. The aim is to measure and adapt the overall services offered to visitors who will take a trip back in time as they discover the permanent and temporary exhibitions, workshops, the belvedere, wine bar, restaurant and shop.

Visitors' journeys will be tracked via their digital companions, and the information collected during their visits will be aggregated and ultimately used to improve the service offered to them. Furthermore, KEDGE BS will provide training to facilitators with public advisory responsibilities as well as to receptionists whose job is to welcome visitors, issue tickets and handle additional sales. The general and marketing departments will also benefit from HR support and seminars on digital strategy.

Cité du vin website

UBC : developing the Canadian wine-producing industry in partnership with UBC

"Besides our primary business which is training students and professionals, we support companies in the sector, in France and abroad," explains Jacques-Olivier Pesme, "as well as projects managed by governments who have decided to make their wine-producing industry a strategic driver in their economic development."

Therefore, in Canada the public authorities have entrusted the University of British Columbia (UBC in Vancouver), one of the best universities in the world, and KEDGE, with the task of leading a general study to enhance the performance of Canadian vineyards.

"Economic expertise from Bordeaux and KEDGE's academic excellence made the choice of key programme contributor obvious," explains Jacques-Olivier Pesme.

UBC and KEDGE are therefore setting up a shared task force focused on four areas: geographical appellation, organisation of the industry, identity of the region and international influence.

UBC website

Wine Business Leader

Adelaide Partnership

KEDGE Wine and Spirits Academy, Bordeaux together with the University of Adelaide, 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, experts 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.

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