June 21st to 25th, 2021 - 03.30 TO 07.30 PM CET


At a time as complicated as the current one, due to the global health and economic crises, the HORECA sector and the wine industry must put into practice innovative techniques of marketing, promotion and organization of events to improve consumption and sales.
In such a changing market and where there is so much competition, it is essential for wineries, distributors, restaurants, hotels, shops, sommeliers and other professionals in the sector to adapt to the new reality, innovating in the way of promoting wine and organizing events to that this can improve sales.
Spain Wine School, The American College in Spain and Chrand Marketing & Events have created a course focused on helping the HORECA and wine sectors to improve in these areas, adapting the contents to the needs of the market, extrapolating, in many cases, marketing and event organization techniques from other sectors.

Course Content

• Session 1: Industry analysis, current state of the market

• Session 2: Marketing for the wine industry

• Session 3: Social media and digital marketing

• Session 4: PR, communications and media

• Session 5: Sales and Promotion in hospitality

• Session 6: Online sales

• Session 7: Event management: in person, hybrid and virtual

• Session 8: Sponsorship negotiations

• Session 9: Data research and Analytics

• Session 10: Wine Tourism

• Session 11: Labeling and Packaging

• Session 12: Neuromarketing

Course Objectives

  1. Apply marketing and promotion techniques to the gastronomic, wine and hospitality sectors.
  2. Learn the basics of marketing and promoting.
  3. Plan, organize and lead events.
  4. Design and organize wine tastings and events.
  5. Design marketing and promotional campaigns.
  6. Learn new and effective sales techniques.
  7. How to increase sales in the HORECA sector.
  8. Learn to organize digital events.
  9. Improve public speaking techniques to lead wine tastings, product presentations and conferences.
  10. Know the applications of neuromarketing to gastronomic and wine industries.

Who should take part?

This course has been specially designed to meet the needs of professionals in the HORECA industry and wine sectors, so it is aimed at:

  • Catering staff.
  • Importers and distributors.
  • Food and Beverage staff.
  • Hotel personnel.
  • Sommeliers.
  • Winemakers and winery staff.
  • Marketing personnel.
  • Retailers.
  • Export staff.
  • Wine shops.
  • Public relations and communication personnel.
  • Journalists and bloggers.
  • Festival and event organizers.


Pancho Campo - Course Director - CEO of Chrand Events

A former tennis professional and Olympic captain, Pancho is the CEO and founder of Chrand Events.  Organizers of world-class events for the last 30 years in over 20 countries, with Chrand Events he has managed and produced summits and conferences with some of the most important world leaders, celebrities and Nobel Prize winners including: US President Barack Obama, US Vice-President Al Gore, UN Secretary-General Kofi Annan, and film director Francis Ford Coppola amongst other notables. Founders and organizers of WineFuture, the World Conference on Climate Change & Wine, and co-organizers of Climate Change Leadership Porto 2018 and 2019 Chrand has managed and promoted concerts, sporting events and wine related events with legendary names such as Sting, Pink Floyd, Enrique Iglesias, Andre Agassi, Jancis Robinson, and Robert Parker. Amongst Campo's accomplishments has been his recognition as Spain's first Master of Wine (MW).

David Furer - Founder of DF Consults

David Furer is an internationally recognized communicator, marketer, and event organizer working since 1991 with the world's most recognized and far flung wine-producing locales. His news and opinion writings appear in US, British, and French drinks media outlets, and he's authored and contributed to several wine books. Since 1998 he's developed and executed marketing projects for numerous US, European, and South American organizations; since 2003 created, organized, spoken at and hosted events in Asia, Europe, and the US of topics including the climate crisis and the sociocultural origins of wine. David was the host and a consultant for WineFuture Hong Kong, the World Conference on Climate Change & Wine of 2011, the Climate Leadership Porto Summit 2019, and co-organizer of Wine Future 2021. 

Michael Wangbickler - President of Balzac Communications & Marketing

Michael Wangbickler is President of Balzac Communications. With nearly 30 years of experience in marketing and public relations, Mike is a trusted advisor and strategic consultant to his clients. Mike's strategic mind enables him to sort through the noise and find the best way forward. Before following his heart to wine country, Mike followed his head to Silicon Valley where he spent 8 fast-paced years in technology communications, where he caught the bug for following the latest trends in marketing tech. 

Balzac serves multiple market segments (verticals). These include luxury beverages, travel, food, agriculture & land, health & wellness, and public policy/government.

Paul Mabray - CEO at Pix

Paul has been a powerful change agent in the wine industry for over 20 years. He began his career working in traditional three-tier sales and marketing with Napa Ale Works and later innovating direct-to-consumer sales and marketing models with Niebaum Coppola. Since then, he has been at the forefront of all major digital trends for the wine industry, working with and He founded two companies that have significantly changed the US wine landscape for digital. First by introducing winery e-commerce with Inertia Beverage Group that transformed into pioneering winery e-commerce and then again introducing social media and social customer relationship management with He is considered the wine industry's foremost futurist and thought leader, harnessing the power and potential of digital tools and methodologies to move the industry into the future.

Gloria Vallés - CEO at Winestyle Group

Gloria is the CEO and founder of the Winestyle Group, a digital agency specialized in FMCG (Beverages, mostly wine) focused on digitalization and transformation from product-centered to customer-centered, through Innovation & Data Analysis, marketing and Communications. She also launched the portal, which In 2 years received 15 thousand unique users per month and 1 million people impacted via social media.

Gloria is also a Marketing Associated Teacher at EAE Business School in Barcelona, in the subjects of marketing and communications. She has also extensive experience in tourism as the former General Manager of Can Bonastre, the first wine resort in Spain, a pioneer in wine tourism in the luxury segment.

Guest Speakers

The course also features appearances by CEOs and management of wineries, importers, distributors and retailers, as well as sommeliers, marketeers, directors of wine promotional bodies, wine personalities and writers who have extensive experience in wine tourism, marketing campaigns, organizations of trade fairs, sales, digital marketing, branding, labeling, etc. 

Diploma issued by The American College in Spain, Chrand Marketing & Events & Spain Wine School. 

Are you interested in receiving more information on our Wine Business & Marketing Course?