A bor, ahogy a Z generáció issza
„Nem is szerettem a bort – amíg meg nem tanították, hogyan kóstoljam.”
Wine Is Only the Beginning.
Discover how perspective transforms leadership.
Strategic Thinking – Make decisions with clarity and foresight
Cultural Fluency – Understand global markets through wine
Connected Community – Join a network of professionals shaping the future
What we do
"I founded WBA Budapest to create something I hadn’t yet found in the world of wine: a space where strategic thinking, cultural literacy, and business acumen are taught with the same intellectual rigor as tasting techniques or terroir analysis.
In a field often defined by tradition or specialization, I wanted to ask different questions.
What does leadership mean in this context?
How do we build bridges between markets, identities, and disciplines?
WBA is my answer to that challenge — a place where wine is not the destination, but the lens through which we learn to lead.”
– Dr. Attila Fiáth
Founder, Wine Business Academy Budapest
Explore the Academy
WBA Budapest is more than a wine school. It’s a place for professionals to develop vision, strategic clarity, and cultural intelligence – with wine as the catalyst.
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Program / Faculty / Journal
Step into how we think – and where it can take you.
Wine Strategy & Global Markets
Branding & Consumer Insights
Leadership & Innovation
From real cases to real thinking —
Where strategy meets the specifics of place.
At WBA Budapest, case studies are not theoretical detours — they are the core of how we learn.
We examine real-world challenges through global strategy and local nuance,
training participants to think systemically, act decisively, and lead with insight.
The Minds Behind the Movement
– Meet the faculty shaping the future of wine through business, culture, and strategic thinking.
Dr. Attila Fiáth
Professor at Corvinus University and an international wine academic
Dr. Steve Charters MW
Professor of Wine Marketing and a researcher at Burgundy School of Business in Dijon.
Dr. Liz Thach MW
Distinguished Professor of Wine, Sonoma State University
Dr. Lara Agnoli
Associate Professor in Wine Marketing and Economics, Burgundy School of Business (BSB)
Jacques Thébault
Director, School of Wine & Spirits Business, Burgundy School of Business (BSB)
Chris McIndoe
Senior Wine Industry Expert | UK & France Specialist (Champagne & Burgundy)
Sonia Ferchaud
Wine Tourism Specialist | Co-founder of Domaine Orgâmic
Alumni Inspiration
They’ve already started their journey in the world of wine and business – discover their stories!
Andrea Gere – Winery Director
“Leading the Gere Winery, I sought international horizons. The WBA introduced me to innovative approaches and global case studies that inspire fresh ideas for our family estate.”
Tamás Bánki – Commercial Director
“At DiVino Wine Bars, I connect premium wines with discerning audiences. The WBA expanded my perspective, offering new strategies for a dynamic market.”
Csabi Miklós – Winemaker
“At the family-run Miklós Csabi Winery, I grow wine with passion. The WBA challenged me to think beyond the vineyard and embrace a global perspective.”
Certificate of Completion
WBA Budapest awards an official certificate upon program completion —
a mark of strategic thinking, leadership, and cultural fluency in the global wine business.
✔ Signed by the Director of Academic Affairs
✔ Issued in print and digital formats
✔ Recognized by international partners
Not a diploma. A distinction.
Step into how we think – and where it can take you.
Explore the core ideas shaping our curriculum.
Strategic Immersion
Global Perspectives
Intellectual Community
Wine Tourism & Place-Making
Regulation & Pricing
Sustainability in Wine Business
Limited seats. Designed for those who think differently.
Perspectives Worth Reading
Our journal is more than a collection of updates — it’s a space where wine meets reflection, and strategy takes shape through words.
Explore insights, interviews, and ideas from the WBA Budapest community that challenge conventions and inspire transformation across the wine world.
Olaszrizling: A Hungarian Grape Finds Its Voice Again
By Dr. Attila Fiáth | WBA Budapest Blog
Positioning Is Not Marketing – It’s Leadership
In the world of wine marketing, we often see professionals thinking in terms of campaigns, when in fact they should be choosing direction. They design new labels, launch social media pushes, refresh portfolios — and still, they feel their brand doesn’t quite “stick.”
Why We Started This Blog
Wine, in our view, is not just about grapes, markets, or consumer behavior.It is about: