WBA Budapest – Executive Program Curriculum
WBA Budapest – Executive Program Curriculum
Designed for professionals who think ahead, act with confidence, and shape the future of the wine business.
Program Overview
-
One-year executive course
-
Four in-person blocks in Budapest
-
Online learning modules and group projects
-
Faculty of internationally recognized experts
-
Maximum of 25 participants per cohort
Thematic Modules
Our curriculum is built on six strategic pillars — each representing a critical domain of global wine business.
New Module Launching October 2025
AI and Digitalisation in the Wine and Spirits Industry
From October 2025, the Wine Business Academy introduces a new module dedicated to exploring how artificial intelligence and digital transformation are reshaping the wine and spirits sector.
Focusing on the full value chain — from precision viticulture to predictive marketing — this course offers participants practical insight into how technology becomes a strategic driver in an industry rooted in tradition yet facing constant evolution.
Core topics include:
-
Artificial intelligence and predictive decision-making
-
Automation in viticulture and winemaking
-
Data-driven marketing and digital consumer journeys
-
Interactive learning with tech demos and avatar-led sessions
This is a course for those who don’t just follow change — they lead it.
Strategy and Entrepreneurship in the Wine and Spirits Industry
Explore how global trade, consolidation and strategic thinking shape the future of wine. This module connects local realities with global market dynamics.
Finance in the Wine and Spirits Industries
Great wine brands go beyond design — they tell stories, shape perception, and connect with the right audience. This module explores branding, consumer insights and strategic communication.
World Wine Business Environment
Effective leaders in wine balance tradition with transformation. This module develops strategic mindset, change-readiness and innovation culture.
Sales Marketing and Distribution
Wine is more than a product — it is an experience tied to place. This module explores how wine regions can develop identity and value through tourism.
-
Experience design and regional branding
-
Destination strategy and economic impact
-
Community engagement and authenticity
Wine Tourism
Wine tourism thrives at the intersection of culture, experience, and strategic market focus. This module explores audience insights, offer design, and future-proof positioning.
-
Wine tourists around the world: profiles and behaviours
-
Market segmentation, targeting and positioning strategies
-
Designing the wine tourism offer – with real-world case studies
-
Storytelling as a strategic tool in destination branding
-
Emerging trends and sustainable practices in wine tourism
Luxury Wine Marketing
Sustainability is a core driver of future competitiveness. This module equips leaders with ESG frameworks and responsible business practices.
-
Climate risk and environmental management
-
Social responsibility and stakeholder value
-
Sustainable certifications and innovation
Program Timeline
-
October to May
-
4 x 3-day in-person sessions in Budapest
-
Online lectures, readings and collaboration between sessions
-
Final group project and presentation in May
Learning Methods
Wanneer passie en precisie elkaar ontmoeten
Real-World Case Studies
Participants engage in applied business scenarios drawn from actual wine industry challenges.
Expert-Led Workshops
Intensive sessions facilitated by international faculty and wine business practitioners.
Reflective assignments and strategic workshops
Participants explore analytical tools for understanding consumer behavior and market trends.