The training, which the IWSI says is the first of its kind in the UK, is for students from Bordeaux business school INSEEC, studying two-year wine marketing and management MBAs (master of business administration).
According to the IWSI, students will be taught about brand strategy, mergers and acquisitions, development of foreign markets, consumer behaviour, media and public relations, in order to meet the industry’s requirement for skilled management.
London was chosen, says the IWSI, “because of the UK’s depth of experience in the spirits industry and the pool of experts available as lecturers”.
Laurent Bergeruc, dean of masters at INSEEC said: “The leadership of our wine and spirits master programs in marketing and management will be reinforced by this London-based development.
“Our aim is to train future leaders by giving them the operational skills expected by the industry.”