Master en Master's Degree in Marketing, Sales and Business for Wine and Beverages

Presentation

START OF FIRST EDITION NOVEMBER 2026

ENROL HERE - Enrolment open until October 2026 or until places are filled

Lead the new era in wine and beverages: From strategic analysis to global commercial success.

The beverages sector is not what it used to be. The drop in traditional consumption, explosion of e-commerce and growth in NoLo categories demand more than just passion ─ they demand a high-impact strategy.
The Master’s Degree in Marketing, Commercialisation and Business Development for Wine and Beverages transforms the way of understanding, developing and expanding the beverages business. As well as learning about the product, you will learn how to make it profitable, how to read data and how to win over the consumer in a saturated and competitive environment.

How will this master’s degree transform your career?

360º vision of the market: From wine and distillates to craft beer and sustainability trends.
Results-focused: Design marketing and sales strategies with real impact on the balance sheet and brand positioning. Learn how to manage product portfolios, lead sales teams, work with suppliers, analyse markets, negotiate with large accounts and open up national and international opportunities
Learn from the best: Train with an elite faculty that includes Masters of Wine, managers of large wineries and export experts at the forefront of the business today.
Hybrid and experiential methodology: Online flexibility from November to May, followed by an intensive in-person month in June, with technical tastings, real challenges with companies and high-level networking.
International differentiation: Enhance your CV by obtaining WSET Level 2 certification, the global gold standard for the sector.

Your professional career starts here. Prepare for roles such as Commercial Manager, Brand Manager, Export Manager or Strategic Consultant.

PRACTICAL INFORMATION

Start date: 9 de noviembre de 2026
Language: Spanish
Duration: 60 ECTS credits
Places: 20 maximum
Master’s degree partially subsidised by FUNDAE (State Foundation for Employment Training)
Modality: hybrid (online + intensive in-person month)
Location: Basque Culinary Center
Study period: 9 November 2026 to 25 June 2027
Online period: 9 November 2026 to 23 May 2027
Intensive in-person period: 31 May to 25 June 2027
Internship period: **12 July to 12 October 2027
- Internships can be validated /count according to the student’s professional experience.
WSET Level 2 certification: WSET Level 2 in Wines official exam, with in-person training during the intensive month.
Degree type: Continuing Education Degree from Mondragon University, taught by the Basque Culinary Center
Degree/Qualification: Master’s Degree in Continuing Education in Marketing, Commercialization and Business Development for Wine and Beverages, and WSET® Level 2 in Wines official certification
For enquiries and further information, please fill in the form

LEARNING OBJECTIVES

Competencies you will develop during this master’s degree:

Think and make decisions like a professional in the sector: Understand how the wine and beverages markets function: channels, distribution and commercial dynamics. Learn how to analyse costs, prices and profit margins, interpret ROI and KPIs and contextualise negotiation with an executive view of the business.
Design marketing and sales plans with a realistic focus: Work on structured plans for each channel, with clear positioning, informed segmentation and communication aimed at providing value, designed to be executable and measurable.
Build a brand and communicate coherently: Develop a professional vision of the brand and storytelling to create and manage coherent brands in different beverage markets and categories.
Understand the consumer and market trends: Analyse what today’s consumer values and how their behaviour has changed, and learn how to differentiate structural trends from short-term phenomena to translate them into business decisions.
Expand your perspective to the entire beverages market: Contextualize wine within an ecosystem where RTD, premium spirits, craft beer and no/low alcohol co-exist, incorporating a transversal strategic perspective.
Incorporate a digital vision and applied commerce: Evaluate the role of digital tools, analytics, CRM and activations, and build on foundations in negotiation, sales, logistics and export to be able to interact with distributors, importers, HoReCa and retail with economic and commercial criteria.

JOB OPPORTUNITIES

1. Sales and commercial management (in the beverages sector)

2. Export and international market development

3. Marketing, branding and strategic communication

4. Distribution and retail management

5. Strategic consultancy in commercialization and beverage markets

6. Entrepreneurship in the area of wine and beverages

10+1 Reasons

REASONS FOR DOING THE MASTER’S

1. A comprehensive, strategic vision of the beverages business

The Master’s offers a complete and contemporary overview of the sector, integrating marketing, commercialization, product, consumer analysis, digitalisation, business strategy and market dynamics. It provides a 360º perspective that enables participants to understand and take action across the entire ecosystem of wine, spirits, beer and NoLo beverages, connecting products, channels, customers and markets.

2. Cross-cutting specialisation in wine, spirits, beers and NoLo

Unlike other programmes focused exclusively on wine, this Master’s degree takes a holistic approach to the contemporary world of beverages. It explores wines, spirits, beers, fermented drinks, RTDs and NoLo categories in depth, providing a broader education that expands professional opportunities and avoids a narrow, inward-looking sector perspective.

3. Designed to lead commercialisation in a sector in transformation

The content directly addresses the current challenges of the market: drop in consumption, reconfiguration of channels, growth of new categories, pressure on profit margins, digitalisation and need for consumer-centric differential strategies. The Master’s prepares students for making relevant decisions in a complex and highly competitive market.

4. A hybrid format designed to fit around professional commitments

The Master’s programme combines 75% online learning with one intensive on-campus month in San Sebastián. This structure allows participants to progress flexibly and sustainably, balancing their studies with professional responsibilities, and culminates in an immersive, hands-on experience at the Basque Culinary Center.

5. Includes international WSET Level 2 Award in Wines certification

The Master’s programme includes access to the WSET Level 2 Award in Wines course and examination, one of the most widely recognised qualifications worldwide. This provides a distinctive and tangible added value to participants’ professional profiles and strengthens their employability in both national and international markets.

6. A practice-based learning methodology applied to real business contexts

The programme integrates workshops, sensory analysis, tastings, negotiation role play, market studies, sales simulations, business challenge resolution and visits to production areas and companies in the sector. The content of each module is linked to real-world situations, which accelerates the students’ understanding and ability to apply what they have learned from day one.

7. International faculty and connections with leading companies in the sector

The teaching team is formed of Masters of Wine, managers of large beer and spirits groups, global marketing managers, distributors, importers, e-commerce experts, producers and international critics. This direct engagement with industry professionals ensures relevance and up-to-date insight, while also providing access to a highly valuable professional network.

8. Institutional support and professional ecosystem

The Basque Culinary Center and the new EDA Drinks & Wine Campus provide prestige, international recognition and a unique business network. The location, facilities, access to wineries, producers and experts, and the link with the gastronomic community converts the experience into a differential value.

9. You will acquire key skills and knowledge for a global market

Develop essential tools for competing in national and international markets: consumer analysis, brand design, digital communication strategies, logistics and financial management, multi-channel distribution, advanced negotiation, international vision and analytical skills. An essential skill set for professionals who want to progress to the next level.

10. Direct transfer to the professional environment: internships and the Master’s Final Project

The programme concludes with curricular internships in companies within the sector, where participants apply the knowledge, tools and methodologies acquired during the course in a real professional setting. At the same time, the Master’s Final Project is developed in response to a genuine business challenge or need, enabling participants to translate their learning into a tangible strategic proposal.

This combination — professional internships and an applied final project — provides a meaningful opportunity to demonstrate the competencies gained, deliver measurable impact and access new career opportunities or professional advancement.

+1. Enhancing professional progression and access to leadership roles

The Master’s programme prepares participants to take on positions in commercial management, marketing, export, branding, distribution, consultancy and business development within wine and beverage companies. Through its strategic approach, strong expert network and global perspective, it supports participants in progressing towards leadership roles, launching new ventures or repositioning their profiles towards areas of greater responsibility and specialisation

Program

AIMED AT:

This Master’s programme is aimed at professionals from diverse backgrounds who wish to specialise, update their expertise or redirect their careers towards marketing, commercialisation and business development within the wine and beverage sector. It is primarily designed for:

1. Professionals in the wine and beverage sector seeking to advance their development in commercial roles

2. Commercial teams, sales departments and professionals working in distribution, retail and export

3. Technical and gastronomic profiles, as well as hospitality professionals, looking to broaden their perspective towards the business dimension of the sector

4. Entrepreneurs, consultants and professionals moving into the beverages sector

5. Marketing, communication and strategy professionals who want to specialise in the beverages sector

6. Graduates in areas such as gastronomy, oenology, communication, business administration and management, international trade or similar

STUDY PROGRAMME

MODULE 1: SENSORY ANALYSIS AND TASTING TECHNIQUES
This module explores consumer sensitivity in order to understand consumption preferences, and delves into the principles and methodologies of sensory analysis to interpret, describe and evaluate beverages. They also participate in different types of tastings, enhancing their capacity to perceive through the senses. Finally, they learn a specific vocabulary and are encouraged to create their own language to describe the entire sensory experience.

1. Sensory analysis methodology and consumer studies
2. Tasting systems and techniques
3. Sensory calibration and development of tasting skills
4. Creation of a sensory vocabulary

MODULE 2: TODAY’S LIQUID WORLD: WINE, OTHER ALCOHOLIC BEVERAGES AND NOLOS
This module is entirely dedicated to the contemporary world of wine, spirits, beer and other related beverages. Taking an innovative perspective, it examines the raw materials from which they are made and the production techniques involved, gradually unpacking their composition and key characteristics. It also explores their history, production processes and typologies, combining theoretical insight with practical learning through numerous tastings and visits.
The module presents a comprehensive and holistic view of the broader beverage landscape — including both alcoholic and NoLo categories — and its current connection with gastronomy.

1.RAW MATERIAL: FRUIT I, GRAPES
1.1 Vine cultivation (viticulture: grapes and their varieties, growing cycles, soils, agricultural practices, diseases, etc.)
1.2 Wine (fermented)
1.2.1 History and cultural value of wine
1.2.2 Quality factors
1.2.3 Winemaking techniques
1.2.4 Wine types
1.2.5 Notable wine regions
1.3 Wine distillates (Cognac, Armagnac, brandy)
1.4 Grape distillates (grappa, orujo)

2.MATERIA PRIMA: FRUIT II, APPLE AND OTHER FRUIT (cider, calvados)

3.MATERIA PRIMA: GRAINS
3.1 Grain cultivation and processing (barley, wheat, rye, rice)
3.2 Fermented grain beverages (beer and sake)
3.3 Grain distillates (vodka, gin, whisky, etc.)
3.4 Cereal-based macerations and NoLo beverages

4. RAW MATERIAL: PLANTS (RUM, CACHAÇA, TEQUILA, MEZCAL AND POTATO VODKA, AND NOLOS SUCH AS KOMBUCHA)

MODULE 3: THE CONSUMER AT THE CENTRE OF THE BEVERAGES BUSINESS
This module places the consumer at the epicentre of strategic commercialization and marketing decisions in the alcoholic and NoLo beverage sectors. Using a cross-disciplinary approach, we explore the cultural, emotional, sensorial and analytical dimensions of consumer behaviour. Qualitative, quantitative and sensorial methodologies are used to understand and anticipate consumers’ purchasing decisions, preferences and experiences.

1. Culture and market trends
2. Vision of the consumer using a qualitative approach
3. Vision of the consumer using a quantitative approach
4. Vision of the consumer using sensory analysis
5. A shift in mindset: from product to consumer

MODULE 4: STRATEGIC VISION OF MARKETING AND COMMERCIALIZATION IN THE LIQUIDS BUSINESS
This module focuses on designing and implementing a strategic business vision centred on defining, applying and evaluating marketing, commercialization and branding strategies in the beverages sector; integrating key variables such as product, price, distribution and promotion; and with an approach that is sustainable, cost-effective and consistent with the company’s vision.

1. New vision of the Business Plan
2. Marketing strategies
3. Branding strategy: Brand building and management
4. Multi-channel commercialization strategies
5. Communication strategies
6. Evaluation of marketing and commercialization plans
7. Digital tools for the strategy

MODULE 6: Commercial Channels and Processes in the Wine, Spirits, Beer and NoLo Sectors
This module covers the strategic, operational and financial dimensions of the commercialization of beverages in different channels and markets. It offers a comprehensive vision of the sector, analysing its structure, dynamics and traditional and emerging distribution models, at both national and international level. Students will explore the specific characteristics of each channel ─from large-scale distribution and the HoReCa channel to direct selling and experiential formats─ and will learn how to design strategies adapted to each context. The module also covers negotiation techniques, financial planning and export logistics, to prepare the students for managing complex commercial operations with a global, sustainable, and results-focused vision.

1. Markets and commercialization channels
2. The national beverages business
3. International beverages trade
4. Management and Financial Operations in Commercialisation
5. Negotiation and sales techniques
6. Digital tools for commercialization

MODULE 7: TRENDS AND SOLUTIONS FOR COMPANIES: PRACTICAL APPLICATION
This module focuses on the practical application of the knowledge acquired during the Master’s to real contexts in the beverages sector. Through collaborative challenges with companies, participants will develop key competencies in market analysis, commercial strategy design, negotiation and decision-making. They will work as a team to solve challenges related to commercialization, innovation and sustainability, integrating a cross-cutting, global vision of the liquids business. The module develops strategic thinking, applied creativity and the ability to adapt to different customer profiles, channels and business contexts.

1. Cases and trends in experiences and services in the beverages world
2. Project methodology (products, experiences and services)
3. Solutions for different cases and sectors (challenge)

MODULE 8: CURRICULAR INTERNSHIPS IN COMPANIES
The internships can be in national or international companies. You will receive guidance from the Programme Coordinator to help you assess your options and align expectations. Please note that the internship requires a full-time commitment of three months. If you have a senior profile, you may be eligible to have the internship requirement waived on the basis of prior professional experience.

Calendar

Study period: 9 November 2026 to 25 June 2027
- Online period: 9 November 2026 to 23 May 2027
- Live classes: Tuesdays and Thursdays from 6pm to 8pm (CET)
Intensive in-person month: 31 de mayo al 25 de junio de 2027
- Classes: Monday to Thursday from 3pm to 8pm and Friday from 9am to 2pm (CEST)
The training and evaluation corresponding to the WSET Level 2 in Wines certification will take place during the in-person month.
Curricular internships: 12 July to 12 October 2027
- The internship component may be exempted subject to the student’s previous work experience.
Master’s Thesis Defence: October 2027

Methodology

The Master’s is taught using the learning-by-doing methodology, which is based on practice, experimentation and collaborative learning. This approach enables students to acquire key competencies and progress towards specialised applications in the real environment of the sector. The curriculum structure includes progressive stages, combining theoretical classes, practical activities and projects linked to the professional reality.

ONLINE PERIOD:

Live classes: participatory sessions with experts in marketing, sales and commercial strategy, focused on case analysis, challenge resolution and sector-specific workshops.
Audiovisual resources: access to masterclasses, demonstrations and materials prepared by leading national and international professionals.
Interactive activities: participation in forums, debates and individual or group work, fostering the development of strategic thinking and the practical application of the content.
Personalised supervision: active tutorials and continuous feedback during the training process.

IN-PERSON PERIOD

Masterclasses and practical workshops: intensive sessions focused on commercialization, marketing and beverage business management, given by specialists and leaders in the sector.
Demonstrations and simulations: practical exercises related to market analysis, sales strategies, digitalization of channels and negotiation techniques. Role play of sales and negotiation techniques, plan design and defence of the same.
Practical tasting and sensory analysis workshops: exercises to improve alcoholic beverage and NoLo tasting skills. Workshops on gastronomy as a promotional tool; pairings, harmonies, global trends.
Visits and real experiences: tours of wineries, production plants, distributors and leading companies to learn about the dynamics of the sector from the inside.
Learning journeys and in-person challenges: experiential activities and teamwork in real environments linked to collaborating companies and the EDA ecosystem. Visits to wine-producing areas and wineries, distillates/beer production plants, HoReCa channel, with a gastronomy focus.

MASTER’S DEGREE FINAL PROJECT

Individual project: focused on the design and implementation of commercial, marketing or business strategies, with guidance from specialised tutors and presentation in front of a professional panel.

Teachers and guests

TEACHING TEAM

The Master’s will have a first-rate teaching team, formed of working professionals and renowned specialists in the areas of wine, beverages and business management. A diverse and multidisciplinary faculty that includes experts in production, commercialization, marketing, distribution, consumer analysis, innovation, strategy and global trends in the sector. National and international teachers, together with professionals from leading companies and emerging voices, guarantee training that is rigorous, up to date and connected to the reality of the market. This plurality of perspectives and experiences enriches learning and provides students with a broad, global vision that is highly applicable to the wine and beverages business.

CORDINATION TEAM

Ana López-Cano Lamarain

Senior Strategic Consultant and founder of LópezCano Consulting

Coordinator of the Master’s Degree in Marketing, Commercialization and Business Development for Wine and Beverages – EDA Drinks & Wine Campus

With over 25 years in the wine industry, she has led positioning, global communication and strategic transformation projects for wineries and leading organisations. Her experience includes brand vision, business strategy and an international, results-focused perspective.

She has held key executive positions such as: Global Communications Manager at Juvé & Camps; Marketing Global Projects Manager at the DOCa Rioja Regulatory Council, where she spearheaded international campaigns and developed global projects such as the Rioja Wine Academy; and communication, brand and wine tourism manager at Bodegas Muga for more than a decade, participating in initiatives that are now benchmarks in the sector.

She has collaborated on high-impact projects with institutions such as the Institute of Masters of Wine, WSET Global and elBulliFoundation, contributing strategic criterion, executive capacity and a deep understanding of international markets. Her career combines executive leadership, global vision and a strategic approach that integrates brand, business and market to drive real and sustainable change.

She currently runs LópezCano Consulting, a boutique firm specialising in strategy, positioning and organisational development for wineries and companies in the wine and beverages ecosystem. She is a regular speaker at national and international forums and an active participant in projects related to innovation, wine culture and talent.

As coordinator of the Master’s programme, she provides a comprehensive view of the global liquids business, a demanding and contemporary approach, and solid executive experience that links high-level training to the reality of the sector.

TEACHERS AND COLLABORATORS

Some of the teachers and collaborators in this first edition include:

Alberto Ruffoni – Sommelier and communicator trained in anthropology and the WSET Diploma in Wine.
Rafael del Rey – A global leader in the sector, he is a university professor, regular lecturer and author of high-impact academic publications related to the evolution and trends in the global wine market.
Roger Burgues – Marketing and Communication specialist for the Familia Juvé wine group
Alba Abiega – CEO of Alba en Ribera, a contemporary winery in Ribera del Duero.
Beatriz García del Pino – Sommelier, consultant, brand ambassador, trainer and jury member in contests.
Raquel Pardo – Over 20 years as a wine journalist.
Marta Plana – Founder and CEO of the US wine importing company The Winetones.

Study with experts and connect with an international network, the EDA Drinks & Wine Campus ecosystem

The EDA Drinks & Wine Campus is a Basque Culinary Center initiative for developing world-class university education, research and innovation.

It is composed of:

A board of leading wineries
An experts committee formed of 12 international professionals from different areas of the beverages sector
A network of international companies and associations in the wine and beverages area

Fees / Grants

Total price of the Master’s degree: €12,275

Payment method:

€150 on submission of application (fully refundable in the event of application rejection).
25% of the total, €3,031.25, on confirmation of acceptance, to reserve a place.
The remaining balance, in three instalments of €3,031.25, to be paid in October and December 2026 and February 2027.

This Master’s degree is partially subsidised by FUNDAE for employees based in Spain. Contact us for information on conditions.

The price of the Master’s degree includes:

WSET Level 2 in Wines certification: Materials, classes and the right to take the certification exam
Academic material
Learning journeys: transport and accommodation costs during the different learning journeys
Seminars and masterclasses with invited experts and collaborating wineries.
Management of curricular internships
Issuance and delivery of the degree certificate/diploma
Access to more than 5,000 publications in the Faculty Library
Graduation event
Registration for the service for Basque Culinary Center graduates: Bculinary Alumni

ARE YOU A GRADUATE? KNOW YOUR BENEFITS

As a member of the BCC Alumni community you have access to exclusive discounts on our training programmes and activities. Below, we set out the current benefits available to you depending on the training you have already done:

IF YOU’RE A BACHELOR’S OR MASTER’S GRADUATE

10% discount on Master’s degrees
10% discount on specialization courses
10% discount on intensive courses, workshops seminars and masterclasses
10% discount on WSET course (levels 1, 2 and 3)

IF YOU’RE A SPECIALIZATION COURSE GRADUATE

5% de descuento en Másteres
5% de descuento en Cursos de especialización
10% de descuento en Cursos intensivos, talleres, seminarios y master class
10% de descuento en Cursos WSET (Niveles 1, 2 y 3)

To avail of the discount, if you want do a master’s or specialization course (whether online or in-person) you must go through the usual enrolment process/steps. The discount percentage will be applied when you make the final payment instalment and you will be notified at that time. Once you have completed enrolment, you can inform/communicate that you are a graduate by sending an email to alumni@bculinary.com. If you enrol using your @alumni account, this last step will not be necessary. If the price of the training course has to be paid in one installment, you must send an email to alumni@bculinary.com before enrolling, to request the discount code you need to enter during the enrolment process.

ARE YOU AN INTERNATIONAL STUDENT?

In general, students enrolling on a course lasting less than three months do not need to apply for a visa. See the list of countries whose citizens need to or do not need to apply for a visa here (scroll down to Annex I to see the information).

If you need to obtain a visa because of your nationality, you will need to apply for a Type C visa (Schengen) to be able to enter Spain.

International students must travel with the official documents that prove their enrollment in the course and the payment receipt for the health insurance policy they have taken out to cover them during their stay in Spain.

COLLABORATION IN FACULTY DEPARTMENTS

You will have access to the collaborative scholarships posted by the Faculty’s departments: R&D, operations, logistics, cafeteria, events, student office, etc.

These scholarships are compatible with Master's studies and provide an opportunity to improve competencies in different areas of knowledge.

CANCELLATION AND REFUND POLICY

See detailed information about the Policy in the cancellations and refunds section.

Admission

The Master’s in Sommelier Studies and Innovation in the Liquid World has an admissions process designed to ensure that candidates possess the academic level and competencies required to successfully complete a demanding programme.

This Master’s is aimed both at professionals with a university degree and at those who, without holding a degree, can demonstrate relevant professional experience in the sector.

The Basque Culinary Center admissions system has a dual objective:

To ensure that candidates have the academic level and personal competencies necessary to successfully undertake an innovative and practical curriculum.
To verify that the programme meets the educational needs and motivations of each candidate.

YOUR ADMISSIONS PROCESS, STEP BY STEP

1. APPLY

Complete the online application and pay the €150 application fee, which will be refunded if you are not admitted.

2. SHARE YOUR PROFILE

We would like to learn more about your application: your academic background, professional experience, motivations and training interests. To do this, you will:

Complete a profile questionnaire and submit the required documentation.
Carry out a practical exercise to better understand your knowledge base.
Attend a personal interview with the programme coordination team.

3. APPLICATION REVIEW

After the interview, we will review your application and inform you of the result within approximately two weeks.

4. RESERVE YOUR PLACE

If your application is successful, you may secure your place by paying 25% of the programme fee within the established deadline.

MASTER’S QUALIFICATION

This programme is a Lifelong Learning Master’s Degree. To obtain this qualification, participants must hold a university degree (Bachelor’s degree, Engineering degree or equivalent).

If you do not hold a university degree, you may apply for a recognition of prior learning and professional experience, which evaluates your professional background and career trajectory. This process must be completed during the admissions stage, before the final decision on your application.

If you successfully complete both the recognition process and the programme, you will obtain the Lifelong Learning Master’s Degree.
If the recognition process is not successfully completed, you will receive a University Extension Diploma in Sommelier Studies and Innovation in the Liquid World.

For enquiries and further information: cursos@bculinary.com