Laurence Cogan

After 6 years of ESC Dijon marketing department where I taught mainly in English, the following courses: E -Business, marketing strategy, branding , brand communication , marketing & tourism wine tourism (for programs MSC Wine Business & MSC Wine Management) , I joined in early September , the new entity ESC Dijon , namely its " School of Wine & Spirits Business ." Part of the awards is the organization of thematic tastings for MSC students and the organization of field trips - with visits to wineries, tastings and discoveries eno- tourism structures - in various wine regions in France (Burgundy , Beaujolais, Champagne, Côte du Rhône) . Development in 2012 of a customized course in Food / Wine Tourism for American students from New Hampshire and Oxford Brookes University students ( 2011 and 2012 ) .

Laurence delivered a talk titled:

Wine tourism in Beaujolais, A potential to exploit

The Beaujolais region has suffered recently a severe crisis due to the problem with the Beaujolais nouveau and a mediocre quality of the wines. France and traditional markets like the USA, Japan and the UK have stopped making the Beaujolais nouveau a major international wine event. Beaujolais has many assets: its location near Lyon and an international airport, beautiful landscape, nice chateaux, great food, architecture and the location at 1 hour of traditional burgundy with beaune. Despite all its assets and the dynamism of key wine-growers and wine merchants - George duboeuf - wine tourism is largely under-developed. Some wine-growers with the help of the wine promotion board of the region are trying to exploit the opportunities and use wine tourism to reboost the sales of their wines. Key success stories. Recommendations for future developments.

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