02/06/2026
🍷 From Paris with a passion for wine
What happens when hands-on learning meets one of the world’s most exciting wine cities? For students of the International Wine Business programme at IMC Krems, it can lead straight to Paris.
As part of an innovative marketing project, IMC lecturer Chris Sciacca and his students brought Austrian wine to the French capital – through the “Le Austrian Wine Pop-Up” during Wine Paris 2026.
🍷 The concept: transform a Parisian café into a wine shop for three weeks
🍇 The wines: over 50 Austrian wineries
🤝 The goal: connect new audiences with Austrian wine
The result speaks for itself:
✅ 413 bottles sold
✅ €10,000+ in revenue
✅ valuable connections with international traders, institutions and industry professionals
For students Anna-Lena Weigand and Laetitia Ferraton, it was more than a project – it was a real-world experience in international wine marketing:
“Many Austrian winemakers visited our pop-up – it was a great opportunity for networking.”
💡 And it doesn’t stop there: Another highlight of the programme is the Student Wine Fair, where students plan, organise and run their own wine stall – from concept and marketing to working directly with wineries and guests.
🌍 Studying International Wine Business at IMC Krems means gaining practical experience across borders – from Krems to Bordeaux to Paris. Through initiatives like the Budburst Agency, students work on real projects with regional wineries, testing innovative ideas from product development to branding.
👉 The takeaway: Sometimes, the best way to learn marketing is to do it – in real markets, with real customers.
➡️ Read the whole story: https://www.imc.ac.at/en/about-us/media-press/news/detail/from-paris-with-wine-love/
➡️ Find out more about our bachelor degree programme International Wine Business: https://www.imc.ac.at/en/study/bachelor/business/international-wine-business/