Bachelor's degree in wine tourism and wine & spirits marketing

Become a player in the development of wine tourism and the promotion of French wines.

Bachelor in Wine Tourism and Marketing - A course to unlock the potential of wine tourism

Accessible after 2 years of higher education, the Bachelor in Wine Tourism and Marketing ISV trains professionals capable of combining culture, hospitality and business strategy. Led by industry experts, the course combines hands-on learning, digital marketing and vineyard immersion, in initial or sandwich course.

I am a candidate

In brief

✅ Designing unique wine tourism experiences... Welcoming, explaining and enhancing the world of wine to French and international audiences. Master the marketing, digital and experiential levers that transform visits into emotions and sales.🎓 Certified level 6 qualification - Bac+3 (RNCP40600 FILE)
👉 Access Bac+2
💯Programme 100% specialising in wines and spirits

💼 3 weeks / 1 week sandwich course 

The Wine Tourism and Marketing Bachelor's programme?

Product skills :

 Professional wine and spirits tasting, Viticulture-oenology and sensory analysis, Masterclasses with the main interprofessional associations (Bordeaux, Burgundy, Rhône, Champagne, etc.) Wine English
The aim is to talk wine with expertise and convince with passion.

Commercial skills :

Creation and management of a boutique or reception area, merchandising, direct sales management (BtoC), financial performance, Business English.
Objective: Learn how to turn the visitor experience into a growth driver.

Marketing skills :

Wine and spirits marketing, digital marketing, SEO and brand communication, wine tourism, creating an online shop.
Objective: Develop a complete marketing approach, from storytelling to online visibility.

Hospitality & luxury skills :

Luxury and top-of-the-range hospitality, History and culture of wine, spirit tourism, customer experience.
Objective: To highlight the art of living and heritage in sublimating the world of wines and spirits. 

Masterclasses & Immersive Experiences :

Professional conferences and visits to estates, themed tastings.

WSET I Spirits included in the course

Download the programme

Why choose the Wine Tourism and Marketing Bachelor?

Le Bachelor's degree in wine tourism and marketing trains future professionals capable of combining wine culture, hospitality and marketing strategy.

This course, the only one of its kind in France, prepares students to design, promote and manage wine tourism experiences innovative, in tune with the expectations of today's visitors: authenticity, emotion and meaning.

This Bachelor's degree trains you to master all the dimensions of modern wine tourism, from designing experiences to commercial performance.

Key skills for success in wine tourism

  • Discover and understand the wine tourism ecosystem, and its economic and cultural challenges.

  • Creating visitor and tasting experiences that promote an estate, a brand or a terroir.

  • Using marketing and digital tools to promote wine tourism in France and abroad.

  • Develop your sales and management skills, from shop management to customer loyalty.

  • Integrating a responsible and sustainable approach, in line with new consumer expectations.

Work-linked training & Personalised support

Each student benefits from a individual coaching We'll help you find the right work-study programme for your company: CV correction, scheduled meetings to monitor your work-study search, contact with the network via the CV library, a platform for disseminating dedicated vacancies, contact with all your companies to explain the terms and conditions.

➕ Approx. 25 students per class is your guarantee of the same level of support throughout your studies.

Examples of sandwich courses

Wine tourism and customer experience manager - Domaine Paul Mas
Community Manager - Daumas Gasssac
Cellar and events manager - Nages Castle
Wine tourism officer - Champagne Devaux 
Sales, wine tourism and communication officer - Château La Negly

Request an appointment

Contact our admissions officer Caroline Poulain for more information

Would you like more information about the ISV's Bachelor of Wine and Spirits programme? Book a personal appointment.

Send an e-mailMake an appointment

Objectives: The aim of the course is to award the diploma Bachelor in Wine Tourism and Marketing and the level 6 title of Marketing and Sales Project Manager for Wines and Spirits* (in French). They carry out a multi-faceted role aimed at boosting sales by analysing the product, the market and the customer base, under the authority of their management. They implement the marketing strategy for the company and its products. He/she defines, organises and participates in the company's sales activities: from defining objectives to analysing results. They take part in sales promotion, communication, point-of-sale organisation and operational management of the company.

Title RNCP40600 Marketing and Sales Project Manager for Wines and Spirits - Certifier Institut Supérieur du Vin ISV - Order of 11 July 2018 published in the Journal Officiel of 21 July 2018

In a professional environment and in fully-equipped workrooms, the Institute offers a project-based teaching approach that encourages case studies, role-playing, etc. educational resources are as follows:

  • Equipped classrooms (whiteboards, projector, flipchart, internet connection, etc.)
  • Professional tasting equipment (glass, spittoon, wine cellars, glass washer, wine nose...).
  • Google drivesharing of course slideshows by teachers, sharing of professional reading.
  • ISV Extranet Student profile: an online tool for viewing the timetable. The student profile allows you to track absences and grades.

Access to the Bachelor is available to students with a diploma equivalent to at least Bac + 2 (120 ECTS credits), ideally in the following areas:

  • Tertiary BTS: International Commerce, Communication, Tourism, NRC, MUC, etc.
  • BTS A Viti-oeno, Technico commercial des vins et spiritueux.
  • Marketing Technology DUT
  • Holder of a L2 degree in economics, AES, LEA...

No knowledge of wine is required for entry to the course.

The course is also open to employees on individual training leave or undergoing professional retraining.

This course is aimed at candidates with a real passion for wine and a desire to invest in developing sales in the wine industry. Access to the course is limited to 25 people, l’admission s’effectue après une sélection sur dossier et la réussite aux épreuves :

  • individual motivation interview in French
  • 1? hour case study (summary test requiring no knowledge of the sector).

Les épreuves sont réalisées à distance via Teams. Réponse d’admissibilité sous 2 jours. 

    • Bachelor 3rd year : 9 900 €

    i : In sandwich courses, the cost of the training is paid by the company via its OPCO.

    We are proposing regulations in the form of free monthly instalments (3, 6, 10).

    Find out more about financing and available grants

    All students in France must pay the CVEC with the CROUS (105€ 25/26). Vous devez nous présenter your proof of payment pto confirm your registration. For further information: Click here

Studies are subject to a continuous assessment and contextualised examinations. 

The Bachelor's degree is conditional on : 

  • the results of various tests
  • writing an in-company assignment report
  • a presentation before a jury.
  • validation of the 4 skill blocks

You can validate the RNCP qualification in blocks of skills. For more information, visit France compétences. 

  • Case studies
  • Seminars and Masterclasses
  • Role plays
  • Conferences and testimonials from professionals
  • Visits and outings
  • Participation in trade fairs

September 2026

 

1 year - 450 hours of lessons 
Initial : 6-month internship
Work-linked : Courses run from September to June, alternating between 3 weeks at a company and 1 week at the ISV. 

The premises of the Institut Supérieur du Vin are fully equipped to accommodate a disabled person. If you have a disability and would like to join one of our courses. Our disability advisor Caroline Poulain is here to help you. Depending on your type of disability, we will put in place the necessary measures and adapt our teaching conditions. We will also work with your host company to adapt your workstation if necessary.
Contact: Caroline Poulain - 06 78 44 26 98

I am a candidate

Key figures

A survey of our students is carried out at the end of each course - Integration surveys are carried out at 6 and 24 months.
Données Bachelor commerce 2024/2025
Continuation of studies
47%
Integration rate at 6 months
87%
Certification rate
100%
Training interruption rate
0%

Page information last updated on 12/11/2025