The objective of the course is twofold. First, it aims at giving you a broad overview of the world wine market and of its economic, social and regulatory patterns. Based on a description of the functions performed by the various members of the wine supply-chain–illuminating what makes it specific compared to FMCGs–it then explains the need for an adapted marketing mix. Case-studies and real-life examples serve as guidelines to explore wine consumer’s behavior and to study the relevance of the marketing strategies and techniques wine producers and retailers use to brand, advertise, and sell wine.