European Wine Academy

Diploma in Wine Tourism & Marketing

€2850 (All inclusive. Includes course fee, registration costs and exam fees (based on number of modules)
120 e-learning lectures
No prior wine knowledge required
Includes a 6-lecture module on Wine Tasting & Evaluation

This program offers a comprehensive e-learning course tailored for individuals aspiring to excel in the dynamic world of wine. Designed to provide a detailed understanding of wine marketing and business aspects, this program is ideal for those interested in launching wine-related businesses or pursuing professional careers in trading, importing, exporting, sales, management, or retail.

Structured into four modules, the course begins with an Essential module covering fundamental wine knowledge, including sensory evaluations, wine styles, and food pairing. Module 1 also offers insights into viticulture and wine production, exploring topics such as climate impact and specialty wines like Champagne and sparkling wines.

Module 2 delves into major wine-producing countries, providing valuable insights into global wine diversity.

Modules 3 & 4 focus on specialized segments covering wine marketing and business, addressing topics such as marketing essentials, consumer research, wine trading, and business management principles.

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

Complementing the lectures are mandatory assignments, an essay, and immersive wine tasting sessions featuring a selection of 120 wines.
To conclude the course, participants will do an online final examination.

Upon successful completion, students earn the EWA’s “Associate Degree in Wine Essentials, Business & Marketing,” unlocking endless opportunities in the dynamic world of wine. Join us and embark on a journey towards professional excellence in the wine industry.

Extracts from typical lectures:


“….Charentais copper pot stills are far larger and more complex. They feature a “chauffe-cidre”, which pre-heats the cider to 80°C (176°F) before being transferred to the heating vessel….”

“….targeting gentler tannins, cold soak might also extract undesirable green aromas or harsh herbaceous notes if skin contact lasts too long or the temperature is too low (Harbertson et al., 2013). Careful adjustment of duration and temperature is essential to avoid this pitfall….”

“……Premiumization: A trend towards premiumization is evident in the global wine market, with consumers willing to pay more for unique and high-quality wines. Wineries can capitalize on this trend by focusing on limited-production wines, single-vineyard designations, and innovative winemaking techniques ([Crotty, 2020])……..”

“…The hands-off approach in natural winemaking within the cellar is a key principle, though it varies among producers. This approach is not governed by regulations, and because wild yeasts are used and protective sulphur is minimized or omitted, there is a degree of unpredictability in how the final wine will develop. Natural winemakers embrace this element of chance as an intrinsic aspect of creating “real” wine. However, this unpredictability can sometimes lead to natural wines being unfairly labeled as flawed or poorly made due to their raw style. While faults can occasionally occur, this is a possibility with all types of wine, not just natural wines….”

“……Income Levels and Wine Expenditure:
A positive correlation exists between income levels and wine expenditure (Scribner & Blandford, 2009). Consumers with higher disposable income have greater resources to allocate towards discretionary spending, including wine purchases. This allows them to explore a wider range of wines, potentially experimenting with premium or luxury offerings……”

“……Direct-to-consumer (DTC) sales have become increasingly popular among wineries, allowing them to bypass traditional distribution channels and sell their products directly to consumers through their websites or dedicated online storefronts (Vecchio et al., 2021). By establishing DTC sales channels, wineries can capture a larger share of the value chain, maintain control over pricing and branding, and build direct relationships with consumers……..”

“………Leveraging Sustainability and Ethical Marketing in the Wine Industry:
In recent years, sustainability and ethical marketing have emerged as critical pillars of wine marketing strategies. Wineries are increasingly recognizing the importance of environmental stewardship, social responsibility, and ethical sourcing practices in building brand reputation, attracting consumers, and securing long-term viability in the marketplace………”