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Becoming more competitive in the wine industry


The wine world is undergoing an incredible transformation. The growth and internationalisation of “new world” wineries (in the USA, Australia and Chile, for example), and falling consumption in traditional markets is leading to a new competitive climate. With regards to Spain, we’ve seen consumption drop more than 30% over the past 15 years.
This programme is made up of three seminars, each analysing one of the key issues for improving the positioning and future of wineries: Evolution of the sector, growth strategies and brand management.


  • Length: 3 June to 18 June
  • Price: 1300 €
  • Admissions requirements: interview
  • Language: spanish
  • Qualification: certificate of participation


Highly practical, active and participative (learning by doing), allowing students to expand upon and put in practice their knowledge and analytical skills, as well as developing key skills in critical decision-making for expansion processes.


Global trends for the future of the sector: 10 hours (+2h)

  • 03 June 2016  4 to 9 pm
  • 04 June 2016  9 am to 2 pm

Competitive strategy: 10 hours

  • 10 June 2016  4 to 9 pm
  • 11 June 2016  9 am to 2 pm

Brand management: 10 hours

  • 17 June 2016  4 to 9 pm
  • 18 June 2016  9 am to 2 pm

Geared towards^

  • Executives and middle management at wineries interested in improving their knowledge on the evolution of foreign markets, how to develop a growth strategy and manage a brand.
  • Owners and executives at family-run businesses and/or SMEs in the winemaking sector who are, or aim to be, moving into foreign markets or are working to speed up their presence in emerging markets and/or markets with high potential for growth.