Presentation

First edition start date: January 5, 2027

January 5, 2027 – May 27, 2027

Tuesdays and Thursdays, 18:00–20:00 p.m. (CET)

Specialization course

€3,675

Further information and requests: cursos@bculinary.com

Online modality

Online Application

First edition start date: January 5, 2027

January 5, 2027 – May 27, 2027

Tuesdays and Thursdays, 18:00–20:00 p.m. (CET)

Specialization course

Spanish

Further information and requests: cursos@bculinary.com

Online modality

Online Application

FIRST EDITION STARTS: JANUARY 5, 2027

ENROLL HERE - Enrollment is open until December 20, 2026, or until all places are filled

Specialize in beverage marketing, commercialization, and business in a 100% online format compatible with your professional activity.

The Expert Diploma in Wine and Beverage Marketing, Commercialization, and Business is designed for professionals who already know the industry and want to strengthen their ability to interpret the market, understand consumers, and make marketing, commercialization, and business development decisions with greater strategic judgment. Through a 100% online experience, you will explore the real challenges of a changing market, covering wine, spirits, beer, and NoLo beverages.
 

Throughout the program, you will work on strategy, brand, communication, channels, customers, negotiation, profitability, and trends. Through cases, exercises, and applied activities, you will delve into the current challenges of marketing, commercialization, and business development in the wine and beverage sector. You will analyze markets, consumers, brands, and channels to develop a strategic and up-to-date perspective on the industry.
 

The online platform is designed so you can take the course from anywhere and combine it with your professional activity. You will have access to live sessions that will be recorded, materials available in the Virtual Campus, weekly activities, and academic support. In addition, online networking will allow you to exchange experiences with other professionals in the industry and expand your network.

PRACTICAL INFORMATION

• Start date: January 5, 2027
• Enrollment deadline: December 20, 2026
• Language: Spanish
  • *The program may include guest lectures and additional documentation in English.
• Duration: 18 ECTS credits
• Format: Online
• Academic period: January 5–May 27, 2027
• Live classes: Tuesdays and Thursdays, 6:00–8:00 p.m. (CET)
  • *All live sessions are recorded and available on the platform 24/7 throughout the course.
• Qualification: Expert Diploma in Wine and Beverage Marketing, Commercialization, and Business
  • Interested in a master's degree qualification?

If you are looking for a hybrid program that combines online learning with an in-person experience, discover the Master's Degree in Wine and Beverage Marketing, Commercialization, and Business. It includes internships, a Master's Final Project, and a Master's Degree in Continuing Education qualification.

• For questions and further information, contact us through the form.​

COURSE OBJECTIVES

• Analyze the economic, cultural, and consumer context of the wine, alcoholic beverage, and NoLo beverage sectors.
• Understand consumers as the focus of marketing, commercialization, and business development decisions.
• Design marketing, branding, communication, and promotional strategies adapted to the beverage business.
• Select and manage appropriate commercialization channels for wine, spirits, beer, and NoLo beverages.
• Apply tools for analysis, negotiation, commercial management, and results measurement.
• Identify emerging trends and solutions applicable to companies in the beverage sector.

CAREER APPLICATIONS

Upon completing the course, you will be equipped to apply your knowledge across different areas of the wine and beverage sector. Some career options include:

Commercialization and international expansion in the beverage sector

• Domestic and International Sales Manager: Client portfolio management, commercialization, and negotiation.

• Export Director: Expansion into emerging and established markets.

• Key Account Manager: Development of relationships with suppliers and strategic clients.

Marketing, public relations, advertising, and communication in the beverage sector

• Manager of marketing and communication.
• Manager of advertising campaigns and promotion in domestic and international markets.
• Manager of public relations and corporate communication in the beverage sector.

Distribution and logistics in the beverage sector

• Purchasing Manager in supermarket chains, specialty stores, and distributors.
• Logistics and supply chain manager in large retailers and specialty distribution.
• Key Account Manager: Purchasing manager for distributors and food retail chains.

Entrepreneurship and innovation

• Creation and management of wineries or wine and beverage commercialization businesses.
• Design of new business models and innovation in the wine and beverage sector.

Aimed at/Program

The Expert Diploma in Wine and Beverage Marketing, Commercialization, and Business is designed for professionals who wish to deepen their understanding of the commercial and strategic dimensions of the wine and beverage industry. With a shorter duration than a master's degree, the Diploma allows you to specialize without compromising the rigor, academic standards, and practical application that define Basque Culinary Center. Its 100% online format makes it easy to combine your education with your professional activity, from anywhere.

Recommended profiles:

• Wine and beverage industry professionals who work directly in the production and commercialization of wines and alcoholic beverages, with a focus on business management and expansion.
• Distribution, retail, and export professionals involved in the distribution, commercialization, and export of wines and beverages, whether on a large scale or through retail channels.
• Professionals with technical training in enology, viticulture, fermented beverages, and gastronomic management who are interested in deepening their knowledge of commercialization.
• Entrepreneurs, consultants, and professionals in transition who want to launch ventures in the wine industry or come from other fields and wish to transition professionally into wine and beverage commercialization.

Don’t see yourself reflected in the profiles above but are interested in the course?

If your education or experience is not listed and you are interested, contact us through the form so we can assess your case and provide personalized information.

PROGRAM

Module I: The Consumer at the Center of the Beverage Business | 3 ECTS

• Culture and trends in the beverage market
• Understanding consumers from a qualitative perspective
• Understanding consumers from a quantitative perspective
• Understanding consumers through sensory analysis
• Mindset shift: from product to consumer

Module II: A Strategic Perspective on Marketing and Commercialization in the Beverage Business | 5 ECTS

• A new perspective on the business plan
• Marketing strategies
• Branding strategy: brand building and management
• Multichannel commercialization strategies
• Communication strategies
• Assessment of marketing and commercialization plans
• Digital tools for strategy

Module III: Marketing and Customer Relationships: Beverage Branding, Communication, and Promotion | 3 ECTS

• Branding applied to the beverage industry
• Communication
• Promotion and public relations
• Digital tools for marketing

Module IV: Channels and Commercialization Processes for Wine, Spirits, Beer, and NoLo Beverages | 6 ECTS

• Markets and commercialization channels
• The beverage business in Spain
• International beverage trade
• Management and finance operations in commercialization
• Negotiation and sales techniques
• Digital tools for commercialization

Module V: Trends and Solutions for Businesses | 1 ECTS

• Cases and trends in experiences and services in the beverage world

Calendar

Please note: The schedules indicated are provisional and may be subject to adjustments or changes for academic, organizational, or program-planning reasons. The final version of the calendar and schedules will be shared with students before the course begins.

Methodology

The Expert Diploma in Wine and Beverage Marketing, Commercialization, and Business is delivered through a 100% online methodology based on the learning-by-doing approach. It combines theoretical content with practical activities designed to apply what you learn to real situations and challenges in the wine and beverage industry.

What is the course format like?

• Content developed by industry experts: You will have access to recorded masterclasses and demonstrations delivered by professionals.
• You will take part in dynamic, interactive live online classes alongside tutors and guest speakers.
• You will work through readings, forums, discussions, and individual reflection assignments.
• You will complete weekly activities, including tests, case studies, role-playing exercises, and applied assignments. The case method will play an important role throughout the program.
• You will receive active tutoring to resolve questions, receive feedback, and make progress on the proposed assignments.

Teachers and guests

The Expert Diploma in Wine and Beverage Marketing, Commercialization, and Business has a faculty made up of active professionals and recognized specialists in wine, beverages, and business management. It brings together a diverse, multidisciplinary group of experts in production, commercialization, marketing, distribution, consumer analysis, innovation, strategy, and global industry trends.

The combination of national and international faculty members, together with professionals from leading companies and emerging voices, ensures rigorous, up-to-date education connected to market realities. This diversity of perspectives and experience enriches learning and gives students a broad, global, and highly applied understanding of the wine and beverage business.

COORDINATION TEAM

 

 

 

 

Ana López-Cano Lamarain

Senior strategic consultant and founder of LópezCano Consulting

With more than 25 years of experience in the wine industry, she has led positioning, global communication, and strategic transformation projects for leading wineries and organizations. Her experience combines brand vision, business strategy, and an international, results-oriented perspective.

She has held key executive positions, including Global Communications Manager at the Juvé & Camps group; Global Marketing Projects Manager at the DOCa Rioja Regulatory Council, where she led international campaigns and developed global projects such as the Rioja Wine Academy; and Head of Communications, Brand, and Wine Tourism at Bodegas Muga for more than a decade, contributing to initiatives that are now industry benchmarks.

She has collaborated on high-impact projects with institutions such as the Institute of Masters of Wine, WSET Global, and elBulliFoundation, contributing strategic judgment, execution capabilities, and a deep understanding of international markets. Her career combines executive leadership, a global vision, and a strategic approach capable of integrating brand, business, and market to drive meaningful and sustainable transformation.

She currently leads LópezCano Consulting, a boutique firm specializing in strategy, positioning, and organizational development for wineries and companies in the wine and beverage ecosystem. She is a regular speaker at national and international forums and actively participates in projects related to innovation, wine culture, and talent.

As course coordinator, she brings a comprehensive perspective on the global beverage business, a demanding and contemporary approach, and solid executive experience that connects industry realities with high-level education.

FACULTY AND COLLABORATORS

Some of the faculty members and collaborators for this first edition are:

• Alberto Ruffoni – Sommelier and wine communicator with training in Anthropology and a WSET Diploma.
• María José Huertas – One of Spain’s most recognized and respected sommeliers, with more than two decades of experience leading the wine program at La Terraza del Casino de Madrid (NH Collection).
• Rafael del Rey – An internationally recognized expert, university professor, frequent speaker, and author of influential academic publications on the evolution and trends of the global wine market.
• Ricardo Aguiriano – Expert in strategy, marketing, and business development in the wine and beverage industry, with more than 25 years of international experience.
• Iñigo Tapiador – Marketing and communications professional with 20 years of experience in brand strategy, positioning, and national and international campaign development.
• Alba and Sofía Atienza  – Sisters and founders of Lágrima Terrae, a leading consumer-focused wine outreach and communication project with a community of more than 350,000 people.
• Roger Burgues – Marketing and Communications specialist at the Familia Juvé wine group.
• Alberto Saldón  – Marketing Director at Bodegas LAN.
• Alba Abiega – CEO of Alba en Ribera, a contemporary winery in Ribera.
• Beatriz García del Pino – Sommelier, consultant, brand ambassador, educator, and competition judge. 
• Raquel Pardo – Wine journalist with more than 20 years of experience.
• Jennie Leuzarne  –  Specialist in bringing brands from their essence to their commercial expression, with a focus on innovation, growth, and cultural authenticity.
• Marta Plana – Founder and CEO of U.S. importer The Winetones.
• Jorge Navarro – PhD in Entrepreneurship and founder of TOB (Thinking Outside the Bottle), a strategic marketing consultancy specializing in liquid gastronomy.
• Izaskun Zurbitu – Business Area Coordinator and innovation-in-business and experience design lecturer-coach at Basque Culinary Center.
• David Ballesteros –  Wine and beverage industry professional with more than 20 years of experience at leading companies, specializing in marketing, trade marketing, premium brand management, and commercial activation.
• Joana Ciborowska  – International executive specializing in strategy and internationalization, and lecturer in the Master’s Degree in Expansion and Internationalization at Bordeaux Magnum Business School and Next Business School.

Learn from experts and connect with an international network: the EDA Drinks & Wine Campus Ecosystem

EDA Drinks & Wine Campus is a Basque Culinary Center initiative that develops internationally recognized university education, research, and innovation.

It is made up of:

• A council of leading wineries
• An expert committee: 12 international professionals from different areas of the beverage industry 
• An international network of companies and associations in the wine and beverage sector
   

Enrolment and payment methods

Total tuition: €3,675 

Payment plan:

• €150 when completing online registration.
• 40% of the total tuition, that is, €1,410, upon confirmation of admission as a seat reservation payment.
• The remaining amount, €2,115, must be paid before the course begins. 

The tuition includes:

• Access to the learning environment
• Introductory training on the learning platform
• Live online sessions and recorded classes
• Academic materials
• Seminars and masterclasses with guest experts
• Issuance and delivery of the diploma
• Access to more than 5,000 resources in the Faculty Library
• Tutoring to support the learning process
• Joining the Basque Culinary Center Alumni community upon successfully completing the course

Admission process

To formalize your application, you must complete the online registration and submit the documentation requested during the admission process. If you have completed university studies, you must provide the documentation that certifies them.

If you do not have completed university studies, you may request a competency recognition process. 

Qualification

Upon successfully completing the program, you will receive the Expert Diploma in Wine and Beverage Marketing, Commercialization, and Business.

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