A marketing professor and academic, specialising in consumer behaviour and psychology. I have published over 50 academic articles and case studies, most of which pertain to the world of wine, including seminal pieces on the meaning of terroir for consumers and the power of territorial brands as strategic marketing tools. At NEOMA Business School, located in Reims, Champagne, I direct the MSc Wine & Gastronomy. I am also an executive committee member of the Academy of Wine Business Research. In tandem to my responsibilities as an academic, I opened an award-winning Champagne wine bar on the Mountain of Reims in 2017. In 2023 I completed the WSET Diploma and became an Italian Wine Ambassador and Certified Sherry Educator.
