Mallorca is an extremely well-known holiday destination, but at the same time, this Balearic island is increasingly developing into an exciting wine-growing region with innovative wine marketing. For the fourth-semester students on the Master’s programme in International Wine Marketing, this was precisely the focus of their field trip.

Upon arrival, the group immediately embarked on an intensive programme that closely combined marketing theory and practice. A key highlight was the visit to the Cellar Tianna Negre winery, which included a detailed guided tour and wine tasting. At many other wineries too, the students were able to gain insights into working with indigenous grape varieties, modern cellar technology and the balance between tradition and innovation.

It also became clear on site how the theoretical aspects covered in their studies apply in practice: the terroir shapes not only the wine but also its positioning in the market. For example, the students analysed how Mallorcan wineries use their origin as a brand, the role regionality plays in international competition, and how wine tourism is specifically used as a marketing tool. Above all, the exchange with the winemakers was particularly important and decisive.

Another item on the programme took the group to the historic Gardiola glassworks. The visit highlighted just how closely craftsmanship and wine culture are intertwined, and the importance of authenticity in marketing.

The excursion not only offered specialist insights but also provided opportunities for discussion, reflection and networking. In particular, the combination of site visits, tastings and personal conversations with the winemakers made the learning experience particularly memorable.

The trip to Mallorca has shown once again that international wine marketing cannot be learnt solely in the lecture theatre. It is only when you are there in person that the interplay between product, origin, strategy and, ultimately, marketing, truly becomes visible and tangible.

Guest article: Students on the Master’s in International Wine Marketing