Master in Sommelier Studies and Wine Marketing

NEXT EDITION: JANUARY 2026

Boost your career in the wine industry by combining sommelier training, commercial strategy, and sensory analysis.

The Master in Sommelier Studies and Wine Marketing prepares you to become a strategic professional in the wine sector, combining technical training in tasting, pairing, and service with key competencies in marketing, branding, communication, and commercial management.

Through a learning by doing methodology, you will participate in technical tastings led by expert sommeliers, sensory workshops, seminars with industry professionals, and Learning Journeys to renowned wineries and vineyards.

The program covers everything from advanced sommelier techniques to the implementation of commercial and positioning strategies for wine across different markets. You will also apply your learning through hands-on professional internships and a final project presented before a panel of industry experts.

This Master’s is designed for those who want to specialize in a growing sector, take on strategic roles in sommelier services and commercial wine management, and become key players in the evolving wine industry.

PRACTICAL INFORMATION

• Start date: January 2026
• Registration deadline: December 15th, 2025
• Language: Spanish
• Duration: 60 ECTS 
• 18 available slots
• Campus-Based learning
• Location: Basque Culinary Center 
• Academic period:
  • Campus-Based period: from January to June 2026
    • In-person classes: Monday to Thursday, from 15:00 to 20:00h (CEST)
  • Internship period: from July to October 2026 (3 months)
• Type of degree: Permanent Learning Master’s Degree from the University of Mondragón, taught by the Basque Culinary Center
• Degree: Master in Permanent Learning in Sommelier Studies and Wine Marketing
• For enquiries and more information click here

MASTER'S OBJECTIVES

• Understand the wine value chain in depth, from vineyard cultivation and winemaking processes to aging, commercialization, and distribution across various channels.
• Identify and characterize the main types of wines and other beverages,  including white, red, sparkling, natural, spirits, and beers, recognizing their regions of origin and distinctive attributes at an international level.
• Develop advanced sensory skills for professional tasting, applying organoleptic analysis techniques to wine and other beverages to carry out accurate and well-founded evaluations.
• Manage wine-related processes and services in diverse professional contexts, from wine list design and cellar management to table service, sales techniques, and food & wine pairing in gastronomic or commercial environments.
• Design and implement effective marketing and sales strategies, selecting appropriate markets and channels and developing promotional actions for both national and international markets.

PROFESSIONAL OPPORTUNITIES

Upon completing the Master’s program, you will be prepared to take on key roles across the wine industry value chain, with a focus on wine management, commercialization, and professional sommelier services. Career paths may include:

Sommelier Services and Cellar Management

• Sommelier in restaurants and gastronomic spaces, leading cellar operations and delivering specialized service.
• Cellar manager, designing pairing proposals and enhancing the guest experience in hospitality settings.

Wine Management and Commercialization

• Sales technician in the wine sector, developing sales and distribution strategies for national and international markets.
• Marketing manager in wineries or wine companies, designing product positioning and communication campaigns.
• Wine business manager, coordinating operations, commercial development, and relationships with distributors or Horeca channels.

Specialized Consulting

• Wine consultant, advising wineries, wine shops, or gastronomic projects on product selection, service, and commercialization.
• Technical advisor in wine products, contributing to product portfolio development and commercial strategy design.

LISTEN TO/READ ABOUT OUR ALUMNI

Leticia Sanz Alonso – Bodega Javier Sanz Viticultor

My journey began in various departments of the winery, which allowed me to understand the versatility and challenges of running a family business. What I value most about the Master’s program is the strong networking with professionals in the sector, the hands-on learning during trips to leading wine regions, and the chance to experience Donosti’s rich wine culture. This Master’s has boosted my professional growth and has been a truly transformative experience—one I would definitely choose again.