Maxxium hits the road with cocktail mix tour

Maxxium UK has embarked on a drinking and driving initiative with a difference in its crusade to raise the standards of mixed drinks in UK pubs and bars.

The purveyor of spirits such as The Famous Grouse, Absolut vodka and Vladivar is hitting the road in the MaxxAirstream, a swish looking 1950s Airstream bus customised as a cocktail bar as part of a £1m on-trade training initiative.

With Wayne Collins, Maxxium's in-house mixologist, at the helm, the bus will be touring the country offering bespoke training free of charge to barstaff and licensees.

"As the demand for cocktails continues to grow, we hope to be able to educate our customers about serving quality mixed drinks with premium products," said Maxxium marketing director Huw Pennell.

"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 £1m investment in this activity over the next three years reflects our dedication to working with our customers to raising standards in quality mixed drinks."

Each course is modular and can be tailored to the experience and skill requirements of barstaff and Mr Pennell was keen to stress that the course was open to both mainstream outlets and top-end style bars.

"Training has come on dramatically but we have still got a long way to go within the mainstream pub sector," he said. "It's in the interests of licensees to 'premium-ise' the spirits category.

"Wetherspoon is adding premium lines to its portfolio and if that's indicative of the mainstream marketplace then other chains and pubs will soon need to follow."

Wayne Collins added: "People can sometimes be really frightened by cocktails and long drinks but it's all to do with preparation, product knowledge and ensuring you make the drinks that are suitable to your outlet."