He «I International Wine Marketing Workshop. La Palma 2026 » It will be held at the San Antonio Volcano Visitor Center in the municipality of Fuencaliente on November 12 and 13, 2026, within the framework of the “La Palma Autumn University 2026”.

The aim of this activity is to understand wine marketing as a discipline focused on analysis, branding, storytelling, and experience, beyond its production dimension. Participants will learn about current academic research on wine consumer behavior, analyze wine tourism experiences (winery, vineyard, tasting) as objects of study in marketing and communication, and evaluate the Canary Islands, with its unique grape varieties and territorial identity, as a case study in territorial marketing.

Aimed at university students, especially those from the Faculty of Economics, Business and Tourism and related fields (economics, business, tourism, design, communication); teaching and research staff; professionals in the wine sector and destination management; and the general public interested in wine marketing and communication.

Academic Director: Edgar Javier Sabina del Castillo. Assistant Professor, Department of Business Administration and Economic History, University of La Laguna.

CERTIFICATE OF ATTENDANCE, COMPETENCE AND RECOGNITION BY ECTS CREDIT

The University of La Laguna, through the Vice-Rectorate for Culture and University Extension, will issue a certificate of attendance to all those who attend a minimum of 80% of the scheduled in-person class hours. Likewise, those who successfully complete the independent student work will receive a certificate of attendance and achievement, which is also recognized as an ECTS credit.

Check out the program and register here.

Those who wish to receive a certificate must also register here.

Contact: extuni@ull.es