Bibendum launches new Spirits Training Programme for pubs, bars and restaurants

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Bibendum has extended its very successful on trade training programmes to include spirits for the first time. The new Spirits: Distilled course is based on the company’s long-running Wine Champions programme with a syllabus that includes both product knowledge and practical business skills.

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“Our training philosophy is all about professional development and changing behaviour rather than just passing on bite-sized nuggets of information. This new course is designed specifically to build participants’ confidence when selling spirits"

Bibendum has extended its very successful on-trade training programmes for pubs, bars and restaurants to include spirits for the first time. The new Spirits: Distilled course is based on the company’s long-running Wine Champions programme with a syllabus that includes both product knowledge and practical business skills.

The new course covers subjects including: the science and methods of distillation; category overviews of vodka, gin, rum, whisky and cognac; food and digestif matching; identifying sales opportunities; and how to advise consumers about spirits.

The course is aimed at restaurant and bar managers in on trade accounts that do not employ specialist mixologists, and aims to enhance the capability of these accounts to grow spirits sales and profits within their businesses.

Spirits: Distilled was the brainchild of Will Lowe, who also teaches the course. Lowe is a member of Bibendum’s in-house training team and was recently named Associate Judge of the Year for his work judging spirits in the 2011 International Wine and Spirits Competition.

Bibendum Training Manager, Sarah Henson, said: “We know how successful our wine training courses are in terms of increasing our customers’ sales, and we expect the new spirits course to be just as effective.”

“Our training philosophy is all about professional development and changing behaviour rather than just passing on bite-sized nuggets of information. This new course is designed specifically to build participants’ confidence when selling spirits and to ensure they are equipped with the tools they need to increase sales.”

Bibendum’s spirits division was launched in 2007 and its portfolio includes some of the world’s most exciting artisan spirits, including Plantation Rum, Pierre Ferrand Cognac, El Tesoro Tequila and Samalens Armagnac. The latest addition to the Bibendum Spirits range is actor Dan Aykroyd’s Crystal Head vodka, which was launched in the UK earlier this month.

More information on Bibendum's Training Programmes: http://www.bibendum-wine.co.uk/training

More information on Bibendum Spirits: http://www.bibendum-wine.co.uk/spirits

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Gareth Groves
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