The 10-day Business of Wine course will give industry professionals access to some of the leading minds in Adelaide, Australia, and Bordeaux, France.
The course is the result of collaboration between renowned wine industry educators the University of Adelaide and the KEDGE Wine and Spirits Academy in Bordeaux.
The 10-day course was launched today, 29 May, at the Vinexpo in Hong Kong.
Course participants will spend five days in each region where they will be given exclusive access to vineyard tours and master classes led by chief winemakers. Alongside this, a tailored academic program will cover subjects such as research and development, global market insights, wine marketing, and consumer behaviour.
Bordeaux is probably the most famous wine region in the world while Adelaide, the capital of South Australia, is within an hour’s drive of globally renowned regions Barossa, McLaren Vale and Adelaide Hills.
Adelaide joined Bordeaux as a Great Wine Capital in 2016.
“This unique and immersive program has been designed to allow people from all over the world to learn from the experiences of experts from two of the world’s greatest wine regions,” said University of Adelaide Wine Business Program Director Marni Ladd.
“Participants will learn from the best academics and business leaders not just about the science of wine, but also about future challenges in the wine business.”
The program is a direct result of a Memorandum of Understanding signed between the Adelaide Business School and KEDGE Business School last year.
KEDGE Wine and Spirits Academy Director Professor Jacques-Olivier Pesme said France and Australia’s winemaking histories and experiences were different but very complimentary.
“As such, the experiences, practices, and technologies of these two regions provide different perspectives which are among the most successful ones in the world of wine,” he said.
“This polarity is what make this program so unique; a truly holistic learning experience.”
Australia is the world’s fifth largest wine producer and the second largest exporter to China, behind France. South Australia produces about 50 per cent of Australia’s wine and is home to leading brands including Penfolds, Jacob’s Creek, Hardys Wines and Wolf Blass.
Expressions of interest are being sought for the inaugural course, which will likely be held in Adelaide in November 2018 and Bordeaux in May 2019.
The new course was launched at a Vinexpo event attended by wine business leaders, industry bodies, dignitaries and the Great Wine Capitals Global Network community.
Vinexpo Hong Kong 2018, involving the participation of both the University of Adelaide and KEDGE, is the most influential wine and spirits trade fair in Asia. This year, the fair celebrates Australia as the ‘Country of Honour’.
Speaking at Vinexpo, Australian Assistant Minister for Agriculture and Water Resources Anne Ruston said the course would take advantage of existing and emerging market opportunities.
“Australian wine producers have never been so connected with the world as the global demand for our wine only grows,” Senator Ruston said.
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