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Bibendum extends on-trade training to cover spirits

20 February 2012
Bibendum extends on-trade training to cover spirits

Drinks supplier Bibendum has extended its on-trade training programmes to cover spirits.

The new course, Spirits: Distilled, based on the company's long-running Wine Champions programme, covers distillation methods, food and digestif matching, identifying sales opportunities and consumer advice.

The course is aimed at restaurant and bar managers in on-trade accounts that do not employ mixologists.

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 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 includes Plantation Rum, Pierre Ferrand Cognac, El Tesoro Tequila and Samalens Armagnac. The latest addition is Canadian actor Dan Aykroyd's Crystal Head vodka, which was launched in the UK earlier this month.

Bibendum to distribute Dan Aykroyd's Crystal Head vodka >>

Bibendum rolls out bespoke wine academies for customers >>

By Andy Morton

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