Take a deeper dive into the world of luxury through

Fresh Insights & Experiences.

Find out why the Fine Wines & Spirits sector is an integral part of today's high-net worth (HNW) lifestyle and investment opportunity.
Specialist Luxury Program

Fine Wines & Spirits Track
  • Program Details
  • Curriculum
  • Faculty And Speakers

This specially curated 2-day experiential program is developed with the support of our corporate partner, Edrington. The Specialist Luxury Program Tracks offered by the ESSEC Academy of Luxury APAC are part of a suite of short-term luxury management programs offered to executives and professionals who wish to advance their careers in areas where premium branding and building quality relationships with (ultra) high-net-worth are important.

What you will gain from this program:

  • Learning from ESSEC faculty and luxury industry experts in pertinent areas that deal with understanding luxury consumers and HNWI
  • Exploring concepts and knowledge from cases and examples drawn from a wide range of luxury industry sectors
  • Meaningful exchanges with peers from other industries
  • Learning by doing! We don’t just ‘show and tell’ but we ensure participants get to have firsthand experiences about the lifestyles of HNWI
  • Access to the Academy of Luxury programs and resources through an exclusive alumni network

To find out more about our Corporate Partner for this Track, please visit


This Specialist Luxury Program Track is for those who appreciate the finer things in life and wish to learn more about this industry to enhance their knowledge and career development.



A uniquely designed program encapsulated into a 2-day experience, weaving knowledge, insights, and hands-on learning which engages all the senses.


Bringing together industry-specific knowledge and meaningful experiences to help executives to expand their social readiness and skills.


Involving category experts to provide external perspectives and creating opportunities for networking as part of the community.

Module 1


9am to 7.30pm
Luxury F&B Trends & Importance of Collaborations
Prof Sonja Prokopec

This session examines the recent global trends in the premium F&B industry. Prof Prokopec uses business exambples to illuminate the importance of and how to differentiate your F&B brand, and explores the “Why’s” and “How-to’s” for successful collaborations for F&B.

E-Commerce & Digital Brand Strategies
Prof Gautam Kiyawat

With a focus on reaching the luxury consumers across Asia, we explore the role e-commerce has and will continue to play, and how premium brands can be translated effectively online to retain and grow their brand values.

Fine Wine Appreciation
Industry Expert

Day 1 will end with NETWORKING (6pm to 7.30pm)

Canapes & Cocktails


2pm to 9pm
Market Trends & Industry Knowledge
Mr. François Saurel, Regional MD APAC, Edrington
Dinner & Experiential Activity: Tasting & Lesson on Whisky Traditions
Mr. Randall Tan, APAC Regional Brand Education Manager for the Macallan, Edrington
Academic Programs
Category Knowledge/Industry Engagement
Lifestyle Experiences


Program Director (Academic)

Professor of Marketing, Associate Dean of Faculty, Former Chair Professor (LVMH Chair)


Prof. Sonja Prokopec is a Professor of Marketing and the Associate Dean of Faculty at ESSEC Business School APAC based in Singapore. Her research explores consumer judgment and decision-making. She is also interested in understanding the factors that affect brand perceptions of luxury brands. Prof. Prokopec's research has been published in the Journal of Consumer Research, Journal of Consumer Psychology, and International Journal of Research in Marketing among others, as well as a variety of media including the Harvard Business Review, Huffington Post, the Business of Fashion and Business Times Singapore.

She was the ESSEC LVMH Chair Professor of Luxury Brand Management for 12 years, from 2010 – 2022. She was named one of the Top 40 under 40 Business School Professors worldwide in 2015 (Poets&Quants ranking). Outside of teaching and research, she actively advises companies from the luxury and automotive industries, as well as start-ups regarding consumer behavior trends, consumer research and marketing, and brand management issues. She is also an advisory council member of Singapore Fashion Council and VOGUE Council.


Professor of Management Practice (Marketing)

Professor Gautam Kiyawat has deep industry experience across Consumer, Media, and Advertising sectors. His area of focus is in helping businesses maximize returns on their marketing investments. Gautam leads digital transformation consulting sprints for teams who want to build digital capability, scale revenue, or drive effectiveness of their advertising spends. Over the course of his 25-year industry career prior to joining ESSEC, Gautam has worked in leadership roles at P&G, Disney|Star, Madison Media, Philips, and Singtel, along with digital start-up and consulting experience. He has lived and worked in Singapore, the US, and India.

Mr. François Saurel

Regional Managing Director
Asia Pacific at Edrington

François Saurel is the Regional Managing Director, Asia Pacific at Edrington, based in Singapore.

With over 20 years of proven experience in building aspirational global luxury consumer brands gained from his extensive career at Procter & Gamble and Coty’s luxury and prestige divisions in Europe and Asia, François joined Edrington in 2019 and is responsible for the business’ overall strategy, direction, and management within this region to continue building the world’s leading portfolio of exceptional super premium spirits.

He has a proven track record of general management roles and multi-functional expertise in the Asia Pacific region, having led business transformation with distributors, JV’s and distribution companies. François is a French national and was educated in Paris where he graduated from a world-class French business school, HEC Paris.

Mr. Randall Tan

APAC Regional Brand Education Manager for the Macallan, Edrington

Randall Tan is the Regional Brand Education Manager for The Macallan, Asia Pacific. In his current role, he oversees brand education for The Macallan across the region and leads the brand ambassador network through brand messaging and consumer engagement.

Apart from product launches, Randall occasionally hosts experiential whisky appreciation and tasting sessions as well as exclusive VIP dinner events.

His accreditations include the Diploma in Single Malt Whisky by the Edinburgh Whisky Academy, the Whisky Ambassador and WSET Level 2 in Spirits.

Prior to working at Edrington, Randall was a freelance artiste for over 20 years, juggling roles such as actor, host and emcee, and has appeared in Mediacorp Singapore and HBO Asia productions.

Program Dates
MARCH 14 & 15, 2024

Places are limited to keep the learning experience meaningful for each participant. Please apply early!

For enquiries, please contact David Lim at +65 9092 5825 or david.lim@essec.edu

All eligible participants of this Program will receive a Certificate of Completion from ESSEC Executive Education.

For more information, please contact us now

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