Máster University Master's Drinks Closed enrollment

Degree:

Master’s Degree in Continuing Education in Marketing, Commercialization and Business Development for Wine and Beverages and official WSET® Level 2 Award in Wines certification

Credits:

60 ECTS

Language:

Spanish

Precio total:

17,010.00 EUR

Registration fee:

150.00 EUR

Reservation price:

1,000.00 EUR

Amount in installments:

15,860.00 EUR

Maximum places:

20

Place:

BCC

Presentation

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, the explosion of e-commerce and the rise of NoLo categories demand more than just passion: they demand a high-impact strategy.

The Master’s in Marketing, Sales and Business 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 the data and how to win over the consumer in a saturated and competitive environment.

How will this master’s 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 bottom line and brand positioning. Prepare to manage product portfolios, lead sales teams, work with distributors, analyze markets, negotiate with large accounts and open national and international opportunities.
  • Learn from the best: Train with an elite faculty that includes Masters of Wine, managers of leading wineries and export experts at the forefront of the business today.
  • Hybrid and experiential methodology: Online flexibility from November to May, culminating in an intensive in-person month in June with technical tastings, real challenges with companies and high-level networking.
  • International differentiation: Strengthen your CV with WSET Level 2 certification, the global gold standard in the sector.

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

In the following video, Ana López-Cano, coordinator of the Master’s, explains who the program is for and everything you will learn about building brands, opening markets and developing strategies that generate growth and economic impact in companies in the sector.

Why take this 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 you to understand and act across the entire ecosystem of wine, spirits, beer and NoLo beverages, connecting product, channels, customers and markets.


2 - Cross-cutting specialisation in wine, spirits, beers and NoLo: Unlike other programs focused exclusively on wine, this Master’s takes a holistic approach to the contemporary liquid world. It explores wines, spirits, beers, fermented drinks, distillates, RTDs and NoLo in depth, offering a broader education that multiplies professional opportunities and avoids a narrow, inward-looking sector perspective.


3 - Designed to lead commercialisation in a sector in transformation: The content addresses current market challenges directly: falling consumption, reconfiguration of channels, the rise of new categories, pressure on margins, digitalisation and the need for distinctive, consumer-centric strategies. The Master’s prepares you to take relevant decisions in a complex and highly competitive market.


4 - A hybrid format that fits around professional life: The program combines 75% online learning with one intensive in-person month in San Sebastián. This structure lets you progress in a flexible, sustainable way that is compatible with work, culminating in an immersive, practical experience at the center itself.


5 - International WSET Level 2 certification included: The Master’s includes access to the WSET Level 2 Award in Wines course and examination, one of the most widely recognized credentials worldwide. This adds distinctive, tangible value to your professional profile and strengthens employability in national and international markets.

 

6 - A practice-based learning methodology applied to real business: The program 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. Each module grounds the content in real situations, accelerating understanding and the ability to apply what you 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. Direct contact with working professionals brings relevance, up-to-date insight and a high-value professional network.

 

8 - Institutional support and professional ecosystem: 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 make the experience a distinctive asset.


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, an international outlook and analytical capacity. An essential skill set for professionals who want to move to the next level.


10 - Direct transfer to the professional environment: internships and Master’s Thesis: The Master’s concludes with curricular internships in companies in the sector, where students apply the knowledge, tools and methodologies acquired during the program in a real professional setting. In parallel, the Master’s Thesis is developed from a real company challenge or need, turning learning into a tangible strategic proposal.

 

This combination — professional internships and an applied project — is a way to demonstrate the competencies gained, show real impact and access opportunities for joining a company or progressing professionally.

 

11 - Boosting professional projection and access to roles of responsibility: The Master’s prepares you for positions in commercial management, marketing, export, branding, distribution, consultancy or business development in wine and beverage companies. Through its strategic approach, expert network and global vision, it helps students move toward leadership roles, start new projects or reposition their profile toward areas of greater responsibility and specialisation.

Competencies you will develop during this master’s

Think and decide like a professional in the sector: Understand how wine and beverage markets work: channels, distribution and commercial dynamics. Learn to analyze costs, prices and 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 by channel, with clear positioning, well-founded segmentation and communication aimed at adding value, designed to be executed and measured.

Build a brand and communicate with coherence: Develop a professional vision of the brand and storytelling to create and manage coherent brands across different beverage markets and categories.

Understand the consumer and market trends: Analyze what today’s consumer values, how behavior is evolving and how to distinguish structural trends from short-term phenomena in order to turn them into business decisions.

Widen your view to the whole beverages market: Place wine in an ecosystem where RTD, premium spirits, craft beer and NoLo beverages coexist, incorporating a cross-cutting strategic perspective.

Incorporate an applied digital and commercial vision: Assess the role of digital tools, analytics, CRM and activations, and strengthen foundations in negotiation, sales, logistics and export in order to interact with distributors, importers, HORECA and retail with economic and commercial judgement.

equipo de marketing del vino y bebidas

Career opportunities

  • Commercial management and sales (in the beverages sector)
  • Export and international market development
  • Marketing, branding and strategic communication
  • Distribution and retail management
  • Strategic consultancy in commercialization and beverage markets
  • Entrepreneurship in wine and beverages

For more information about the Master’s, get inspired by our webinar on marketing, positioning and commercialization of wine and beverages: 

Study program

Over 60 ECTS, students acquire a broad, in-depth and up-to-date knowledge of the liquid world, develop specific competencies in sensory analysis, management, beverage creation, communication and leadership, and train in the technical practice of sommelier work in demanding contexts. Learning is completed with real internships, specialized workshops and professional visits to territories and production centers, integrating innovation, sustainability and a 360º vision as cross-cutting themes.

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. It also immerses you in different types of tastings, amplifying your perceptual capacity through the senses. Finally, it introduces a specific vocabulary and encourages you to create your own language to capture the full sensory experience.

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

This module is entirely dedicated to the contemporary liquid world of wine, spirits, beers and other related beverages. From a fresh perspective, through the raw materials that constitute them and the techniques used to produce them, it unpacks the composition of beverages and their main characteristics one by one. It covers history, production, typology, and they are explored from a theoretical and practical point of view through numerous tastings and visits.

This module presents a comprehensive, holistic and extended view of the entire liquid world of alcoholic and NoLo beverages linked to gastronomy today.

1. RAW MATERIAL: FRUIT I, GRAPES

  1. 1.1 Vine cultivation (viticulture: grapes and their varieties, cycles, soils, agricultural practices, diseases, etc.)
  2. 1.2 Wine (fermented)
    1. 1.2.1 History and cultural value of wine
    2. 1.2.2 Quality factors
    3. 1.2.3 Winemaking techniques
    4. 1.2.4 Wine types
    5. 1.2.5 Notable wine regions
  3. 1.3 Wine distillates (Cognac, Armagnac, brandy, etc.)
  4. 1.4 Grape distillates (grappa, orujo, etc.)

2. RAW MATERIAL: FRUIT II, APPLE AND OTHERS (cider, calvados, ...)

3. RAW MATERIAL: GRAINS

  1. 3.1 Grain cultivation and processing (barley, wheat, rye, rice, etc.)
  2. 3.2 Fermented grain beverages (beer and sake)
  3. 3.3 Grain distillates (vodka, gin, whisky, etc.)
  4. 3.4 Grain macerations and NoLo beverages

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

This module places the consumer at the epicenter of strategic commercialization and marketing decisions in the alcoholic and NoLo beverage sectors. Through a transdisciplinary approach, it explores the cultural, emotional, sensory and analytical dimensions of consumer behavior. Qualitative, quantitative and sensory methodologies are integrated to understand and anticipate purchasing decisions, preferences and experiences.

  1. Culture and trends in the beverages market
  2. A qualitative view of the consumer
  3. A quantitative view of the consumer
  4. A sensory-analysis view of the consumer
  5. A shift in mindset: from product to consumer

The module focuses on designing and implementing a strategic business vision, centerd 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 a sustainable, profitable approach consistent with the company’s vision.

  1. A 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 strategy

This module explores customer-relationship strategies in the beverages sector, covering brand design and management, effective communication and promotional actions adapted to different contexts. Narrative, digital and experiential tools are explored to build strong links between brands, distributors and end consumers, integrating gastronomy, pairing and hospitality as key elements of differentiation. Students will learn to design communication and promotion plans consistent with business objectives, acting as brand ambassadors in professional and educational settings. The module fosters a creative, strategic and ethical vision of commercialization.

  1. Branding applied to the beverages sector
  2. Communication
  3. Promotion and public relations
  4. Digital tools for marketing

This module covers the strategic, operational and financial dimensions of beverage commercialization across different channels and markets. It offers a comprehensive view of the sector, analyzing 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 sales and experiential formats — and will learn to design strategies adapted to each context. Negotiation techniques, financial planning and export logistics are also integrated, preparing students to manage complex commercial operations with a global, sustainable and results-oriented vision.

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

This module is oriented toward the practical application of the knowledge acquired throughout the Master’s in real contexts in the beverages sector. Through collaborative challenges with companies, students will develop key competencies in market analysis, commercial strategy design, negotiation and decision-making. They will work as a team to solve challenges linked to commercialization, innovation and sustainability, integrating a cross-cutting, global vision of the liquids business. The module fosters 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 world of drinks
  2. Project methodology (products, experiences and services)
  3. Solutions for different cases and sectors (challenge)

Internships can be completed in both national and international companies. You will have guidance from the coordinator to assess options and align expectations. It is important to note that internships require a full-time commitment of 3 months. If you have a senior profile, you may validate the internship on the basis of prior experience.

*Some activities may take place in English. We recommend a B2 level (upper intermediate) to follow them comfortably; no official certificate is required.

Who it’s for

This Master’s is aimed at professionals and diverse profiles who wish to specialize, update their knowledge or redirect their career toward marketing, commercialization and business development in the wine and beverages sector.

 

This master’s is for:
  1. Professionals in the wine and beverages sector seeking to boost their development in the commercial field.
  2. Commercial teams, sales departments and professionals in distribution, retail and export.
  3. Technical profiles, gastronomic professionals and hospitality professionals who want to broaden their vision toward the business.
  4. Entrepreneurs, consultants and professionals transitioning into the beverages sector.
  5. Marketing, communication and strategy professionals who want to specialize in the beverages sector.
  6. Graduates in areas such as Gastronomy, Oenology, Communication, Business Administration or International Trade, or related fields.

Don’t see yourself reflected in the points above and are you interested in the master’s?

If you have doubts about whether your profile fits the master’s, contact us so we can assess your profile and provide personalised information.

Calendar

Periods Dates Timetable
Study period 9 November 2026 to 25 June 2027 —
Online period 9 November 2026 to 23 May 2027 Tuesdays and Thursdays, 18:00 to 20:00 (CET)
Intensive in-person month 31 May to 25 June 2027 Monday to Thursday, 15:00 to 20:00, and Friday 9:00 to 14:00 (CEST).The training and evaluation for the WSET Level 2 Award in Wines will take place during the in-person month.
Curricular internship period 12 July to 12 October 2027 —
Master’s Thesis defense October 2027 —

*Internships may be validated according to the student’s prior professional experience.

Methodology

The Master’s is taught through the learning by doing methodology, based on practice, experimentation and collaborative learning. This approach makes it possible to acquire key competencies and progress toward specialized applications in the real environment of the sector. The curricular structure integrates progressive stages, combining theoretical classes, practical activities and projects linked to professional reality.

Online period

  • Live classes: participatory sessions with experts in marketing, sales and commercial strategy, focused on case analysis, challenge resolution and sector workshops.
  • Audiovisual resources: access to masterclasses, demonstrations and materials produced by leading national and international professionals.
  • Interactive activities: participation in forums, debates and individual or group work, fostering strategic thinking and the practical application of the content.
  • Personalised follow-up: active tutorials and continuous feedback throughout 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 in market analysis, sales strategies, channel digitalisation and negotiation techniques. Role-play of sales and negotiation techniques, plan design and defense of those plans.
  • Practical tasting and sensory analysis workshops: exercises to improve tasting skills for alcoholic and NoLo beverages. Gastronomy workshops as a promotional tool, pairings, harmonies and global trends.
  • Visits and real experiences: tours of wineries, production plants, distributors and leading companies to understand 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, spirits and beer production plants, the HORECA channel and gastronomy.

Master’s Thesis

  • Individual project: focused on the design and implementation of commercial, marketing or business strategies, with support from specialized tutors and presentation before a professional panel.

Faculty

The Master’s has a first-rate teaching team made up of working professionals and renowned specialists in wine, beverages and business management. A diverse, multidisciplinary faculty that includes experts in production, commercialization, marketing, distribution, consumer analysis, innovation, strategy and global trends in the sector. National and international lecturers, 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 gives students a broad, global vision that is highly applicable to the wine and beverages business.

Coordination

Ana López-Cano Lamarain

Senior Strategic Consultant and founder of LópezCano Consulting

Coordinator of the Master’s in Marketing, Sales and Business 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 organizations. Her experience brings together brand vision, business strategy and an international, results-focused perspective.

She has held key executive positions: Global Communications Manager at Juvé & Camps; Marketing Global Projects Manager at the DOCa Rioja Regulatory Council, where she led 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, taking part 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 judgement, executive capacity and a deep understanding of international markets. Her career combines executive leadership, a global vision and a strategic approach able to integrate brand, business and market to drive real and sustainable change.

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

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

Faculty and collaborators

Alberto Ruffoni

Profesor BCC

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

Rafael del Rey

Colaborador experto

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

Roger Burgues

Colaborador

Marketing and Communication specialist for the Familia Juvé wine group.

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.

Marta Plana

Colaboradora

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

Admission process

The Master’s in Marketing, Sales and Business for Wine and Beverages has an admission process that ensures candidates have the academic level and competencies needed to successfully complete a demanding study program.

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

The Basque Culinary Center admissions system has a dual objective:

  1. To ensure that candidates have the academic level and personal competencies needed to successfully undertake an innovative and practical curriculum.
  2. To verify that the Master’s meets the training needs and interests of the candidates.

1. Submit your application

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

2. Share your profile

We want to know more about your application: studies completed, professional career, what motivates you and your training interests. To do this:

  • You will complete a profile questionnaire and submit the required documentation.
  • You will carry out a practical exercise so we can better understand your knowledge base.
  • You will have a personal interview with the Master’s coordination team.

3. Assessment of your application

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

4. Reserve your place

If your application is admitted, you may secure your place by paying 25% of the Master’s fee within the established deadline.

Master’s qualification

This training program is a Lifelong Learning Master’s Degree. To obtain this qualification, you need to hold university Bachelor’s studies (Licentiate, Engineering, Diploma or equivalent).

  • If you do not hold university studies, you may apply for a recognition of competencies process, which evaluates your experience and professional career. This process must be completed during admission, before the decision on your application.
  • If you pass this process and the training program, you will obtain the Lifelong Learning Master’s Degree.
  • If you do not pass the recognition of competencies, you will obtain the University Extension Diploma in Marketing, Sales and Business for Wine and Beverages.

Enquiries and further information: cursos@bculinary.com.

Fees and payment

Total Master’s fee: €12,275

 

Payment method:

  • €150 on submission of the application, fully refundable if you are not admitted.
  • 25% of the total, €3,031.25, on confirmation of admission as a place reservation.
  • The remaining amount, in 3 installments of €3,031.25, to be paid in October and December 2026, and February 2027.

FINANCING OPTIONS - FIND OUT MORE

 

Would you like to invest in your professional future but need support to do so? We offer financing options to make our training programs more accessible. If you would like more information, complete the following form.

 

FUNDAE SUBSIDY

 

This Master’s is partially subsidised through FUNDAE for employees working for others in Spain. Contact us to check the conditions.

 

The Master’s fee includes:

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

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, please contact alumni@bculinary.com before registering to request the discount code you need to enter during the registration process.

If a visa is required due to nationality, a type C (Schengen) visa must be requested to enter Spain.

International students must travel with the official documentation accrediting their enrollment on the course and proof of the health insurance that will cover them during their stay in Spain.

SCHOLARSHIPS AND FINANCIAL AID FOR MASTER’S PROGRAMS

Due to the official nature of the degree, students legally residing in Spain may apply for public scholarship or aid programs. International students can also seek funding and scholarships from institutions in their home countries that support studying abroad.

ERASMUS+ SCHOLARSHIPS

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

EMPLOYABILITY SUPPORT FOR STUDENTS

To support students in finding employment during or after their studies, students on this Master’s will receive information on job offers received by the faculty.

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

Collaboration in Faculty departments

You will be able to access collaboration scholarships published by the Faculty’s different departments: R&D, operations, logistics, cafeteria, events, student office, etc.

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

Refund and cancellation policy

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

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