Máster en Márketing, Comercialización y Negocio del Vino y Bebidas

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