Presentation

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

The Expert Diploma in Marketing, Sales and Business of Wine and Beverages is designed for professionals who already know the sector and want to strengthen their ability to interpret the market, understand the consumer, and make marketing, sales, and business-development decisions with stronger strategic judgment. Through a 100% online experience, you will go deeper into the real challenges of a market in transformation, covering wine, spirits, beers, 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 go deeper into the current challenges of marketing, sales, and business development in the wine and beverage sector. You will analyze markets, consumers, brands, and channels in order to develop an up-to-date strategic view of the sector.

The online platform is designed so you can follow 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 classroom, weekly activities, and faculty support. In addition, through online networking, you will be able to exchange experiences with other professionals in the sector and expand your network of contacts.

Course objectives

Analyze the economic, cultural, and consumption context of the wine, alcoholic beverage, and NoLo beverage sector.

Understand the consumer as the focus of marketing, sales, and business-development decisions.

Design marketing, branding, communication, and promotion strategies adapted to the liquid business.

Select and manage sales channels suited to wine, spirits, beers, and NoLos.

Apply tools for analysis, negotiation, sales management, and measurement of results.

Identify emerging trends and solutions applicable to companies in the beverage sector.

Professional applications

Sales and international expansion in the beverage sector
- National and international sales manager: customer portfolio management, sales, and negotiation.
- Export director: expansion into emerging and established markets.
- Key Account Manager: development of relationships with strategic suppliers and customers.
Marketing, PR, advertising, and communication in the beverage sector
- Marketing and communications manager.
- Manager of advertising campaigns and promotion in national and international markets.
- Public relations and corporate communications manager in the beverage sector.

Distribution and logistics in the beverage sector
- Purchasing manager at supermarket chains, specialty stores, and distributors.
- Logistics and supply chain manager in large retail and specialized distribution.
- Key Account Manager: purchasing manager at distributors and chains in the food sector.
Entrepreneurship and innovation
- Creating and managing wineries or businesses that sell wines and beverages.
- Designing new business models and innovation in the wine and beverage sector.

Training program

Culture and trends in the beverage market
The consumer from a qualitative approach
The consumer from a quantitative approach
The consumer from sensory analysis
A change in mindset: from the product to the consumer

A new view of the business plan
Marketing strategies
Branding strategy: building and managing a brand
Multichannel sales strategies
Communication strategies
Evaluation of marketing and sales plans
Digital tools for strategy

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

Markets and sales channels
The beverage business at the national level
International beverage trade
Management and finance operations in sales
Negotiation and sales techniques
Digital tools for sales

Periods	Dates	Schedule and information
Academic period	January 5 to May 27, 2027	Live classes: Tuesdays and Thursdays, 6:00 p.m. to 8:00 p.m. (CET).
Introduction to the platform	At the start of the academic period	Module 0 will be made available so you can get familiar with the course methodology and the learning platform.
Weekly commitment	Throughout the academic period	Approximately 25 hours per week.
Live classes	Throughout the academic period	Tuesdays and Thursdays, 6:00 p.m. to 8:00 p.m. (CET). All sessions will be recorded so they can be watched later.
Access to materials	During the academic period and the following three months	The content and materials available in the virtual classroom will remain accessible for the three months after the course ends.

Who it’s for

The Expert Diploma in Marketing, Sales and Business of Wine and Beverages is designed for professionals who want to go deeper into the commercial and strategic dimension of the wine and beverage sector. With a shorter duration than a master program, the Diploma lets you specialize without giving up the rigor, academic standards, and practical application that define Basque Culinary Center.

Its 100% online format makes it easier to combine the training with your professional activity, from anywhere.

1. Professionals in the wine and beverage sector

Professionals who work directly in the production and sale of wines and alcoholic beverages and want to broaden their knowledge of business management, commercial strategy, and expansion.

2. Professionals in distribution, retail, and export

Professionals involved in the distribution, sale, and export of wines and beverages, both in large-scale operations and in the retail channel, who want to go deeper into the tools and strategies needed to carry out their work.

3. Professionals with technical training in wine, beverages, and gastronomy

Profiles with technical training in enology, viticulture, fermented beverages, or gastronomic management who want to complement their knowledge with a specialization focused on the sale and business of wine and beverages.

4. Entrepreneurs, consultants, and professionals in transition

Entrepreneurs, consultants, and professionals from other fields who want to start a business in the wine sector or make a career transition into the sale of wine and beverages.

Do you not see yourself in the profiles above?

If your training or experience is not included among these profiles and you are interested in taking the Diploma, contact us through the form. We will review your case and can provide personalized information about the program.

Calendar

Periods	Dates	Schedule and information
Academic period	January 5 to May 27, 2027	Live classes: Tuesdays and Thursdays, 6:00 p.m. to 8:00 p.m. (CET).
Introduction to the platform	At the start of the academic period	Module 0 will be made available so you can get familiar with the course methodology and the learning platform.
Weekly commitment	Throughout the academic period	Approximately 25 hours per week.
Live classes	Throughout the academic period	Tuesdays and Thursdays, 6:00 p.m. to 8:00 p.m. (CET). All sessions will be recorded so they can be watched later.
Access to materials	During the academic period and the following three months	The content and materials available in the virtual classroom will remain accessible for the three months after the course ends.

Methodology

How does the course work?

Content developed by sector experts: You will have access to master classes and demonstrations recorded by professionals.
Participation in live online classes: You will take part in live online classes that are dynamic and participatory, together with tutors and speakers.
Readings, forums, discussions, and individual work: You will work through readings, forums, discussions, and individual reflection assignments.
Weekly activities: You will complete weekly activities such as tests, case studies, role-playing exercises, and applied exercises. The case method will play an important role throughout the program.
Active tutoring: You will have active tutoring to resolve questions, receive corrections, and move forward with the exercises assigned.

Faculty

The Expert Diploma in Marketing, Sales and Business of Wine and Beverages has a faculty made up of working professionals and recognized specialists in wine, beverages, and business management. A diverse, multidisciplinary faculty that brings together expert profiles in production, sales, marketing, distribution, consumer analysis, innovation, strategy, and global trends in the sector.

The combination of national and international faculty, together with professionals from leading companies and emerging voices, ensures rigorous, up-to-date training connected to the reality of the market. This range of perspectives and experiences enriches learning and offers students a broad, global, and deeply applied view of the wine and beverage business.

Coordination

Ana López-Cano Lamarain

Senior strategic consultant and founder of LópezCano Consulting

Coordinator of the Master in Marketing, Sales and Business of Wine and Beverages – EDA Drinks & Wine Campus

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

She has held key executive positions: Global Communications Manager of the Juvé & Camps group; Marketing Global Projects Manager at the Regulatory Council of DOCa Rioja, where she led international campaigns and developed global projects such as the Rioja Wine Academy; and head of communication, brand, and wine tourism at Bodegas Muga for more than a decade, taking part in initiatives that are now sector 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, executive ability, and a deep understanding of international markets. Her career combines executive leadership, a global outlook, and a strategic approach able to integrate brand, business, and market in order to drive real, sustainable transformations.

She currently leads LópezCano Consulting, a boutique firm specialized 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 takes an active part in projects linked to innovation, wine culture, and talent.

As coordinator of the master, she brings a comprehensive view of the global liquid business, a demanding and contemporary approach, and solid executive experience that connects the reality of the sector with high-level training.

Professors and collaborators

Alberto Ruffoni

Profesor BCC

Sommelier and communicator trained in anthropology and the WSET Diploma in Wine.

María José Huertas

Colaboradora

One of the most recognized and respected sommeliers in Spain, with a career of more than two decades leading the sommelier service at La Terraza del Casino de Madrid (NH Collection).

Rafael del Rey

Colaborador experto

Director General of the Spanish Wine Market Observatory Foundation and Manager of the Foundation for Wine Culture.

Colaboradora

Colaboradora

Colaboradora

Colaborador

Marketing and Communication specialist for the Familia Juvé wine group.

Alberto Saldón

Colaboradora

Alba Abiega

Colaboradora

CEO of Alba en Ribera, a contemporary winery in Ribera del Duero.

Beatriz García del Pino

Colaboradora

Sommelier, consultant, brand ambassador, trainer and jury member in contests.

Raquel Pardo

Colaboradora

Wine journalist for more than 20 years.

Jennie Leuzarne

Colaboradora

Marta Plana

Colaboradora

Founder and CEO of the US wine importing company The Winetones.

Jorge Navarro

Colaborador experto

Founder of TOB, a gastronomic marketing consultancy.

Izaskun Zurbitu

Docente del área de gestión

Coordinator of the Business Area and lecturer-coach in business innovation, experiences and entrepreneurship at Basque Culinary Center. She holds a degree in Food Science and Technology from the University of the Basque Country and a Master’s in Marketing Research from Johns Hopkins. Fulbright scholar (2006-7). She has developed her career in the international promotion of Spanish gastronomy at a strategic level, overseeing European and Asian markets within Foods and Wines from Spain, ICEX. She enjoys designing and implementing gastronomic experiences such as the award-winning Bodegas Valdemar project recognized at Best Of as “Innovative Wine Tourism Experience” 2018, and dynamising the permanent exhibition of the San Telmo Museum through gastronomy (2018-19). With consulting experience at McKinsey, she has developed gastronomy promotional campaigns in the USA, Ireland and Spain, integrating economic, tourism and cultural perspectives with many agents of the gastronomic ecosystem. She currently researches the role of gastronomy in the development of a region/country and its brand from both an academic and a consulting perspective.

David Ballesteros

Colaboradora

Joana Ciborowska

Colaboradora

Fees and payment

Total price: 3.675 €

Payment method:

150 € when you complete the online registration - Free using the code VINONLINE26 through September 30.
40% of the amount, that is, 1.410 €, when admission is confirmed, as a place reservation.
The remaining amount, 2.115 €, must be paid before the course starts.

The price includes:

Access to the training environment
Introductory training on the learning platform
Live online sessions and recorded classes
Academic materials
Seminars and master classes with guest experts
Issuance and delivery of the diploma
Access to more than 5,000 references in the Faculty Library.
Tutoring throughout the learning process
Joining the Basque Culinary Center Alumni community after passing the course

Admission process

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

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

Qualification

After passing the training program, you will receive the qualification corresponding to the Expert Diploma in Marketing, Sales and Business of Wine and Beverages.

As a member of the BCC Alumni community, you have access to exclusive discounts on our programs and training activities. Below are the benefits available depending on the training you have previously completed:

I AM A BACHELOR’S OR MASTER’S ALUMNI

10% discount on Master’s programs
10% discount on Specialization Courses
10% discount on Intensive Courses, workshops, seminars, and master classes
10% discount on WSET Courses (Levels 1, 2, and 3)

I AM A SPECIALIZATION COURSE ALUMNI

5% discount on Master’s programs
5% discount on Specialization Courses
10% discount on Intensive Courses, workshops, seminars, and master classes
10% discount on WSET Courses (Levels 1, 2, and 3)

To benefit from the discount, if you want to take a master’s or specialization course (either online or on-site) you must complete the registration process as usual. The discount percentage will be applied to the last installment of the course and you will be notified at that time. After registering, you can let us know that you are Alumni by emailing alumni@bculinary.com. If you register with your @alumni account, this last step is not necessary. If the tuition fee is paid in a single payment, contact alumni@bculinary.com before registering to request the discount code you need to enter during registration.

If a visa is required because of nationality, a type C (Schengen) visa must be requested in order to enter Spain.

International students must travel with the official documentation that proves their enrollment in the course and proof of the health insurance taken out, which will provide coverage during their stay in Spain.

SCHOLARSHIPS AND GRANTS FOR MASTER’S PROGRAMS

Given the official nature of the degree, students legally residing in Spain may apply for calls for public scholarships or grants. International students may also apply for funding and scholarships from institutions in their home countries that support study abroad.

ERASMUS+ SCHOLARSHIPS

Students may apply for an international mobility grant to complete internships in Europe under the Erasmus+ program.

SUPPORT FOR STUDENT EMPLOYABILITY

In order to support students in their job search, during or after their studies, students in this master’s program will receive information on the job offers received by the faculty.

During their stay they may also apply for the study-work scholarships offered by the Faculty and provide their services in the different departments: R&D, operations, cafeteria, etc.

Get to know EDA Drinks & Wine Campus

EDA Drinks & Wine Campus is an initiative driven by Basque Culinary Center to develop university education, research, and innovation of international standing in the field of beverages.

You will be part of an ecosystem that promotes sustainable economic and social development through wine and beverages by attracting talent, offering specialized training, encouraging entrepreneurship and innovation, and developing research lines with an international outlook, a comprehensive vision, and a constant commitment to excellence.

It is organized around two independent and complementary sites in Araba: one in Vitoria-Gasteiz, dedicated to the world of beverages, and another in Laguardia, Rioja Alavesa, specialized in wine and its connection to the territory. Conceived as a single campus spread across two spaces, both sites combine training, research, innovation, and a connection with their surroundings.

This site has an approximate area of 4,000 m² and is oriented toward the development of fermented beverages, beer, cider, spirits, and other products.