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Bar Tender Training

Those who serve alcohol in bars can often influence the way in which it is consumed and we have developed a bartender-training programme that helps to put this influence to good use.

Case study

Those who serve alcohol in bars can often influence the way in which it is consumed and we have developed a bartender-training programme that helps to put this influence to good use. Our programme, which began in 2003, consists of a one-day coaching course for bartenders and bar managers in 12 cities. To date, 1585 bartenders have received certificates on completing the programme.
Course students learn how to store, serve and merchandise our brands. A segment of the day is devoted to responsible serving techniques – how to assess someone’s age and refuse alcohol to underage customers; how to do the same with customers who have had too much, encouraging customers to drink water or eat between servings of their favourite brands, and arranging transport home or suggesting that groups of friends designate a driver who will then not drink.