European Wine Academy

Associate Degree Wine Business & Marketing

 €2200 (All inclusive. Includes course fee, registration costs and exam fees (based on number of modules)
90 eLearning lectures
Prior wine knowledge required


This advanced program equips students for middle- to senior-level marketing careers in the global wine and spirits industry, and it is also suitable for those planning wine-related businesses. It assumes students have basic wine knowledge.

It includes:

  • 90 lectures in four modules covering the relevant wine regions, wine import and export, general and wine marketing, business, and management.
  • Topics encompass wine marketing essentials, market research, reputation management, pricing, wine media, advertising, distribution strategies, regions, import and export strategies, management of a winery, and more.
  • Tasting a portfolio of 90 wines.
  • Mandatory assignments and an essay.
  • Up to 40 hours of on-site training if the student has no wine experience, at any type of wine or liquor business or winery.
  •  Compulsory online examination at the end of the course.

Timing: Normally students spend 1 to 2 hours per assignment.

Extracts from typical lectures:

“…..Cultural Differences: Understanding cultural nuances and adapting marketing strategies to resonate with consumers in different countries is essential for success. For example, wine preferences, pricing strategies, and distribution channels may vary significantly across geographic markets ([Gambas, 2018])…..”

“…..Marketing and Sales Strategy: Outline the winery’s approach to marketing and sales, including branding, positioning, distribution channels, promotional activities, and sales tactics. Describe how the winery will attract and retain customers.

Operations Plan: Discuss the winery’s production processes, facilities, and equipment. Include information on vineyard management, winemaking techniques, storage, and distribution logistics. Address any regulatory compliance requirements and quality assurance measures…..”

“……Digital marketing encompasses a broad spectrum of online strategies and tactics aimed at promoting brands, engaging consumers, and driving sales. In the wine industry, digital marketing has evolved from traditional websites and email campaigns to encompass a diverse array of channels, including social media, content marketing, influencer partnerships, and search engine optimization (SEO) (Alonso et al., 2020). Social media platforms such as Instagram, Facebook, and Twitter offer wineries a powerful means of connecting with consumers, sharing compelling content, and fostering brand loyalty (Brook et al., 2019). By leveraging user-generated content, engaging storytelling, and interactive features, wineries can cultivate vibrant online communities and amplify their brand presence in the digital sphere…….”

….. Organizational Climates
Organizational climate is a by-product of a company’s culture, encompassing the general tone of the workplace and employee morale. Worker attitudes largely shape whether the work environment feels positive or negative. The daily interactions and relationships among employees are key indicators of an organization’s climate…..”

“……..Content marketing plays a crucial role in digital marketing strategies, with wineries producing a wide range of educational, entertaining, and informative content to engage and educate consumers (Alonso et al., 2020). From blog posts and articles to videos, podcasts, and virtual tastings, content marketing enables wineries to showcase their expertise, share their stories, and provide value to consumers in ways that resonate with their interests and preferences……”

“……The most fundamental economic factor influencing wine consumption is disposable income (DI) (Hirschman & Holbrook, 1982). Disposable income refers to the money remaining after taxes and other deductions, representing the amount available for discretionary spending, including purchases like wine. Here, we explore the relationship between income and wine consumption:…”