Benoît LECAT is currently Head of the Wine and Viticulture Department at California Polytechnic State University in the USA. He was Professor of Marketing in the School of Wine and Spirits Business, ESC Dijon/Burgundy School of Business in Dijon, France but also Visiting Professor in different universities including HEC Genève, HEC Lausanne and UNESCO Department in Inter-cultural and Inter-Religious Exchanges at the University of Bucharest. His research has focused on management of luxury goods, fine wines and spirits with a specific interest on price premium, price determinants, m-commerce, scarcity, terroir and tourism. He was co-organising with Joëlle Brouard the International Conference on Innovation & Trends in Wine Management (ITWM) held in Dijon. He is teaching courses relevant to the wine industry such as Global Wine and Viticulture, European Wine Tour and Wine Business Classes. Recently, with his team, he implemented the new Justin and J. Lohr Center for Wine and Viticulture and fundraised more than 25 million dollars to make the Center operational.