The distribution company Maxxium UK, owned by Highland Distillers, Remy Cointreau, Vin & Sprit and Jim Beam Brands is to pump £1m into a free on-trade cocktail training initiative.
The Maxxium Cocktail Master classes have devised and delivered by award-winning in-house mixologist Wayne Collins. They will take place in a mobile bar within a 1950s Airstream bus called MaxxAirstream.
Bar managers will be able to select course from three different levels, basic, intermediate and advanced
Huw Pennell, marketing director, Maxxium UK said: “As the demand for cocktails continues to grows, we hope to be able to educate our customers about serving quality mixed drinks with premium products.
“We are the only company to offer a free training initiative delivered by an expert in house mixologist in a fantastic and truly unique environment. Our £1million investment in this activity over the next three years reflects our dedication to working with our customers to raising standards in quality mixed drinks.”
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalData
