‘The French may still have a certain reputation for arrogance but we can’t afford to rest on our laurels,’ said manager Corinne Mentzelopoulos of famed Bordeaux winemaker Chateau Margaux.
The institute, which opens in October exclusively to experienced restaurateurs, critics and other industry professionals, will be based in the eastern town of Reims – the heart of champagne country.
The venture has the backing of food companies, champagne houses and the government – as well as celebrity French restaurateur Alain Ducasse and tyremaker Michelin, which also publishes a famous gourmet guide to restaurants.
Mr Remi Krug, head of champagne maker Krug, said the school would be the first in France to bring together an appreciation of fine food and wine with a businesslike approach to sales and marketing.
‘In France, there tends to be the attitude that either you are in culture or you are in business and you can’t really mix the two,’ he said.