K7LA 2770 - Understanding luxury wine and champagne market

Over the last decades, many wines saw their prices reaching from 100$ per bottle, then sometimes 1 000 $ or even more. Much of the wine market has come to penetrate the luxury world. But what defines a luxury wine? Is it related to privilege, pleasure or image? Is it based on its highest quality or price point? Could a unique terroir or scarcity being key issues ? We will try to understand how luxury brand management can be applied to the wine industry and linked to Art de Vivre. At the end of the semester, students will be able to identify a luxury wine, to decrypt the Champagne business model, to understand the mechanisms of wine premiumization, to deep dive into Bourgogne and Bordeaux specificities and differences, and to understand the environmental challenge that those peculiar agricultural products are facing.

Martin CUBERTAFOND,Jean-Emmanuel SIMOND

Séminaire

English

- Readings before each session - One presentation per semester

Autumn 2024-2025

- Presentation (group work) 40% - Final Exam (individual, multi-choice quizz) 40% - Class involvement (individual) 20%