International Wine, Spirits and Beverage Management Specialisation

Through our specialisation* in International Wine, Spirits and Beverage Management you will gain an in-depth understanding of the global dynamics of the wine, spirits and beverage sector. You will develop practical expertise, management skills and strategic vision in the field.

*this specialisation is aimed at students on our Bachelor’s in International Hospitality and Restaurant Management; Bachelor’s in International Culinary Arts Management; as well as parallel admissions (subject to eligibility)

4-year degree in Hospitality and Restaurant Management approved by the Ministry of Higher Education and Research.*

*Published in Official Gazette no. 31, 24th August 2023

Qualification: State-approved 4-year Bachelor’s (Hons) degree
Duration: 7 months (60 ECTS)
Teaching languages: French/English
Start date: october 2025
Entry requirements: 3-year Bachelor’s or equivalent
Careers: Export manager, F&B manager, Brand ambassador, Owner of a concept bar, Wine merchant, Manager in wine tourism.

Master the challenges of the world of wine and hospitality

Wine, spirits and drinks in general are firmly intertwined with the hospitality and restaurant industry. Wines and beverages account for up to 50% of restaurant profit margins. Balancing innovation with tradition, the dynamic oenology sector is diversifying, looking at renowned international wine brands alongside regional and artisan producers. It is a sector in constant evolution, particularly with the rise of wine tourism around the world.

Excel in the dynamic wine and spirits sector thanks to our immersive and hands-on training programme. The International Wine, Spirits and Beverage Management specialisation will provide you with you a global vision of the wine and beverage sector, covering themes such as production, distribution, and marketing. Our programme enables you to acquire a dual skill set, focusing not only on products and techniques, but also on the economic, environmental, legal and marketing dimensions of the market. It provides insight into the cultural dimension of markets, enabling you to acquire global knowledge of the wine sector and develop a keen commercial sense along with strategic leadership skills.

Through our site visits and field trips (to prestigious vineyards, wineries, cellars, brasseries, hotels and restaurants) you will perfect tasting techniques for wine, spirits and a range of other beverages. Guided by internationally renowned hospitality and restaurant experts, you will master the scientific principles of oenology and mixology, as well as the marketing and sensory approach.

At Institut Lyfe, we encourage our students to anticipate the future, to explore and analyse. Your strategic decision-making based on market specifics and ability to craft innovative customer experiences will make you an inspired and inspiring leader, in an industry that thrives on creating emotional connections.

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Course overview

Become an expert in oenology, mixology, coffeology and more

You will learn about wines and spirits, as well as soft drinks, beers and fermented beverages.

Experiential learning is at the heart of the educational philosophy of our school. Our lessons feed into the practical cases you will be working on. This approach develops skills that can be applied immediately, making our graduates highly employable.

During your wine and beverage training course, your real-life application project will be to set up a fictitious wine cellar, taking into account all aspects of cellar creation and management: competitor study, strategic positioning, customer journey, olfactory marketing, assessment of the digital strategy at point-of-sale, creation of an e-commerce marketing plan, study of and compliance with regulations, etc.

By the end of this specialisation, you will have mastered all key management and strategic topics specific to the wine and beverage industry. This will enable you to pursue your career goals as an expert in wine and beverages and their marketing, a wine merchant, or a wine tourism manager.

Main subject areas in the wine and beverage management specialisation*

*Subjects provided as examples only

• Strategic marketing of wine and drinks, food and wine pairings
• Knowledge of drinks: tasting techniques, global geo-viticulture
• Strategic international wine and beverage management
• Cellar management, sales techniques and contracts
• Experiential and sensory marketing
• Digital marketing and e-commerce
• Wine and spirits management
• Negotiation and communication techniques
• Laws on alcohols and spirits

24-week placement or business creation project

Why choose Institut Lyfe?

I chose the Wine and Beverage specialisation because it was the most appropriate for my professional project. Indeed, my goal is to become a catering manager in a fine establishment. Knowledge of international wines, as well as knowledge of the world of beverages in general, is essential for this type of position of responsibility.

Antoine Froschauer – Specialisation International Wine and Beverage Management