The global health crisis that unfolded at the beginning of 2020 has significantly disrupted international business operations. The majority of prior studies have focused on the impacts of crisis contexts at a strategic level, primarily within corporate leadership. This chapter presents the findings of a study carried out among a sample of French executives, managers and export sales professionals. The aim is to understand the effects of the Covid-19 crisis on their respective occupations. This study will enable us to assess how a crisis can facilitate the reflection and adaptation of practices to evolving environmental conditions. Historically, France is among the world's three leading wine exporters, alongside Italy and Spain. Despite the diversity of roles, wine export management operates at two main levels. The first mission involves the acquisition of new clients and the second mission revolves around retaining existing customers.