PSB 巴黎商学院奢侈品管理MBA研究生 参观访问“轩尼诗”的故乡

谈起世界奢侈品品牌,大家首先想到的一定是世界十大顶级奢侈品中的法国品牌:路易.威登(Louis Vuitton)、夏奈尔(Chanel)、迪奥(Dior)、爱马仕(Hermes)、卡地亚(Cartier),等等。

谈到世界十大名酒,大家也不难列出中国人所熟知的 “人头马一开,好事自然来”的法国干邑白兰地。人头马(Rémy Martin)、加上轩尼诗(Hennissy)、马爹利(Martell)、拿破仑(Courvoisier) 就是世界闻名的干邑白兰地四大金刚,而这四大金刚都产自于法国的干邑 (Cognac)地区。

PSB巴黎商学院奢侈品与时尚管理硕士 (MBA in Luxury & Fashion Management) 班的研究生一行15人,在硕士项目主任瓦莱里.埃(Valérie HAIE)女士的带领下, 于本月7、8、9日三天参观访问了干邑白兰地轩尼诗的故乡-干邑(Cognac)市。

通过三天的轩尼诗(Hennissy)、人头马(Rémy Martin)、马爹利(Martell)、等各大品牌集团的专题介绍与坐谈,酒庄城堡的参观,名菜加名酒的品尝,使同学们真正走近了奢侈品,看到了奢侈品,了解了奢侈品。特别是从实践上对法国顶级干邑白兰地酒的文化及其传统酿制的技术有了一定的了解,对各大品牌集团对其品牌产品的营销政策与技巧有了初步的认识。

此次考察访问是PSB巴黎商学院奢侈品与时尚管理硕士 (MBA in Luxury & Fashion Management) 项目奢侈品方向课程的一部分。报读此专业的学生来自世界五大洲,主要来自中国、俄罗斯、苏格兰、美国、马来西亚、巴西、印度等国家。此次参观学习无论对MBA同学们接下来的奢侈品管理的学习还是对未来从事奢侈品行业的工作都将起到积极的作用。

详细情况请大家参阅此次参观的报道,MBA学生的观后感,并请欣赏在此次参观中他们所拍下的精美照片!

PARIS SCHOOL OF BUSINESS, DES ETUDIANTS DE TOUS PAYS RECUS EN PAYS COGNAÇAIS

Ils sont Chinois, Russes, Ecossais, Américains, Malaisiens, Brésiliens, Indiens… Passionnés, ils ont choisi de faire des milliers de kilomètres pour s’inscrire dans le MBA « Luxury & Fashion Program » de « Paris School of Business », pour mieux vivre l’expérience-client des « happy few » du luxe en France, comprendre ce savoir-faire et cette French Touch, si prisée dans le monde.

Incontournables symboles de la Grande Tradition Française et de la créativité artistique, les grands noms de Cognac les recevront les 7, 8, 9 novembre sur cette terre d’héritage ; c’est grâce au soutien du BNIC et de l’efficacité de David Boileau, Ambassadeur du Cognac, qu’ils pourront découvrir le patrimoine gastronomique cognaçais de façon très privilégiée :

  • Hennessy (Groupe LVMH) : Visite des chais, de la distillerie et dîner au Château de Bagnolet ;
  • Martell (groupe Ricard) : visite du domaine et déjeuner au Château de Chanteloup ;
  • Rémy-Martin (groupe Rémy Cointreau) : Visite du site et déjeuner au Club Rémy Martin;
  • Cognacs Delamain (groupe Jacques Bollinger) : Visite des chais – Dégustation
  • Cognacs Leyrat-ABK6 : visite du château – dégustation
  • Tonnellerie Vicard

 

Un atelier gastronomie a été prévu au Château La Ribaudière pour les étudiants en compagnie du Chef étoilé Thierry Verrat, suivi d’un dîner sur le thème « Alliance cognac et mets » pour les initier à la Haute-Gastronomie française et à la French Etiquette.

La demande n’a jamais été aussi forte : La gastronomie et les spiritueux, théâtre social où se tissent les plus grands secrets du Luxe au fil de l’Histoire, ne cessent d’intriguer et d’envoûter les jeunes générations, qui plus est, internationales.

Comme le rappelle, Valérie Haie, Directrice du Programme, « Ces étudiants, sont d’ores et déjà des clients du luxe : ils ont un pouvoir d’achat élevé. Ils se sont inscrits à Paris School of Business, certes, pour son enseignement reconnu (une des rares écoles à l’accréditation américaine IACBE) mais aussi pour ses séminaires d’études très prestigieux. Ils recherchent des expériences uniques et la pédagogie moderne passe désormais par une immersion totale au cœur du luxe ultime. Les jeunes veulent tout connaître, du savoir-faire aux codes du luxe, être avertis et opérationnels dès la fin de leurs études, dès leur diplôme.

Ce séminaire s’inscrit dans la volonté de « Paris School of Business » d’offrir à ses étudiants une formation conjuguant, à la fois, un niveau académique reconnu à une expertise professionnelle sur le terrain, une prise directe avec les acteurs du monde du luxe. Un programme innovant dont on parle déjà  dans la presse à l’international.

En effet, fort d’un très gros réseau, ce MBA fait vivre à ses étudiants une véritable expérience-client VIP en les emmenant dans les endroits les plus secrets et les plus prestigieux d’Europe..

Testimonials from students
« All these fantastic memories still keep flashing into my mind after I’m back at home in Paris. Luxury is Attitude. It’s not just about price tag or logos. It’s something inside, dating back from centuries. It’s a kind of spirit. Nowadays Luxury is no longer what it used to be centuries ago. When some luxury brands only focus onto the profit and commercial success at the risk of downgrading the the brand image, it’s good to see there are still luxury brands like Remy Martin sticking closely to the luxury spirit and providing great value. Time will tell the true luxury will never fade away. » Yuli WANG

« The Cognac study trip was the most luxury study trip and experience I have ever participated. Everything was prepared in the French style, every details as the menu, the tableware, the cuisine were luxury. The most interesting things for me is how to drink cognac with different foods. For example, Rémy Martin is best with chocolate cakes. Besides the different smells of different cognac in different district impressed me indeed. The flower smells from Grande Champagne ; the fruty smells from Fin Bois. The trip not only gave me a lesson of tasting cognac but also improve my attitude and views towards cognac. I think from now on, every time when I drink cognac in my country, this trip will come back to my mind » Chao LIU

I could not imagine that the trip would be so interesting. I have changed my opinion about the Cognac. I was impressed by the way of production. I have got the knowledge and experience which now give me a chance to represent it in my thesis. The Cognac is more than just a drink. It is a luxury world. It was my first experience when I could see luxury product inside. Thanks to the trip I understood that I have made the right choice chen I decided to learn Luxury Management. Thank you again to give us such opportunities. OLGA LABONINA

« It was my first time and occasion to touch the culture of Cognac and its so exquisite French Lifestyle. I was totally seduced. The Cognac houses as Hennessy, Martell, Remy Martin keep on pursuing the very finest quality of Cognac not only in its classical collection but also in innovation. Everything was perfect, no matter when we were, at distillery or at Château. The service, the decoration and the atmosphere were absolutely luxurious and purely artistic. I was honoured to have such a wonderful opportunity to visit Cognac. » Chenmi FU

« This visit not only provided me a closer contact with the most excellent brands in the Cognac industry but also force me and led me to think about the way that Luxury behave. How cant hey keep the heritage and tradition ? How do they manage the relationship between present and future ? All those condidering will help me to find and explore the way that our national luxury brand should follow. I do respect their attitude towards Quality and Time. Their work inspired me a lot ». SHA SHA WANG from China

« The stop of the Time…The heritage of the History and the concern about following generation. These are the sense of existence in Cognac. The wine slept a century in barrels quietly and just woke up for someone who knows really its value… Can you imagine how emotional it is ? Luxury is an attitude. Time waits for no one but it will ever tell it in our glass » DAN WU

« I think the best part of the travel is a real experience into the luxury world. When we ate, whatever we drunk, where we have been, everything was so fascinating during the trip. The visit to the 3 largest château also brought me to the very heart of the wine industry. During the visit, we were teached within such an emotional frame. And at the same time, it was so interesting !. I felt like I had become part of the History by tasting the old wines while knowing how long it is to make a good cognac. The direct conversation with the people in the wine industry gave me a more luxurious vision of the whole industry, than I thought before » FEIWEI WANG
« This is the most unbelievable trip I have ever had. With a lot of professional people and many wonderful places, I have learned so many things about Cognac. From the manufacturing to wine-tasting, I have experienced the very roots of Cognac and loved them deeply. Before the trip, I thought Cognac was just a type of wine which we occasionnally drink in China. But now, I have changed totally my mind. It is culture, elegance, dignity. What we have to do is to understand the culture behind a glass of cognac and make the most different use of it to spread the spirit of it. » MA YUE

« Our Cognac trip was not only so much fun but also very educational. I went with very little knowledge on Cognac before hand and was left fascinated by the History of each house and how they all did things a little differently to get the perfect blend. I now not only feel like a mini cognac expert but an ambassador for the amazing Cognac cocktails » Caroline Allan

« I did appreciate the Cognac trip so much ! This study trip provided a lot of amazing experience to me, not only the history and knowledge of Cognac but also the visits of those famous luxury Cognac company which made me impressed. Moreover, I experienced a deeply French culture of drinking, and gastronomy along with the meaning of elegance and professionalism. The Hennessy private Château provided me an unforgettable evening with the occasion to feel this French lifestyle. Furthermore, those cognacs cellars excited our passion with their storytelling about the brand and the reality of cognac over last centuries. I look forward to coming back in the future to Cognac to have other many experiences » Jing ZHANG

« During the trip to cognac, I have learned that Cognac is not only the result of a marketing strategy but also the quality that have been makng it famous all over the world over centuries. Its production methods must meet drastic legal requirements ; it must be made from specific grapes and the wine be twice distilled in copper pots, aged at minimum 2 years in oak barrels. It is the details that make Cognac’s high quality.
We visited Hennessy, Martell, Rémy Martin, Delamain and ABK6. They all produce high-quality cognac every year although each brand has its style, its taste and its brandimage. They all impressed me a lot. To sum up, the combination of the quality and the marketing strategy make them the best in the world ; something we have to keep in mind. Besides we had a cooking class and the French culture about gastronomy helped me a lot to better understand the Cognac culture. It was a great chance for us to meet experts. I really enjoyed this strip ». YE QUIAN

« China is one of the largest market for spirits’ consumption. Most chinese people like drinking during their dinner or after dinner, with some friends. Drink as a booster of relationship has a long history in China. And there are a lot of chinese spirit brands. But for most Chinese people, they are not familiar with foreign wine even in their everyday life. It is devoted to business parties only. From this Cognac trip, we visited the most famous cognac houses and learned how to drink these elegant flavoured spirits. We could understand how the spirit gets more spicy and elegant. With time. Time is luxury ». JI TANG

« When I first heard about the trip to Cognac during the orientation day at the beginning of the semester, I thought that it would be an ordinary school field trip. I did not at all expect the exposure and treatment that we received during our stay in Cognac. It was simply luxurious and extraordinary. It has been very insigthful with informations exchange sessions with the professionals from each Cognac houses, welcoming us warmly into their high-end luxury spirit universe. I had enjoy every moment of it – from discovering the history & production of Cognac to the fine dining prepapred my the Michelin awarded chef in the most extravagant chateaus.It is definitely a highlight of this semester and a memory that will never be forgotten » MUBARAQ AHMAD