Jim Beam announces new bartender programme

By James Beeson contact

- Last updated on GMT

Informative sessions: the workshops will explore the fundamentals of American whiskey
Informative sessions: the workshops will explore the fundamentals of American whiskey
Jim Beam Bourbon has announced its brand new UK bartender engagement programme: ‘Jim Beam Presents: Class of 2018’.

Launching across the UK in London, Edinburgh, Liverpool and Birmingham this May, the US College-themed classes will offer attendees an immersive and fun experience that educates and shares the knowledge Jim Beam has built from over 220 years of US whiskey production.

High-profile guest speakers 

Jim Beam is working in collaboration with a host of guest speakers to launch the programme. The list of speakers includes the likes of award-winning bar operator and author of the Curious Bartender​ series of books Tristan Stephenson; Alex Lawrence, head bartender at award-winning Dandelyan cocktail bar; and Fred Noe, great grandson of Jim Beam and seventh generation master distiller.

The series of workshops designed for bartenders will explore the fundamentals of American whiskey, harnessing insight from more than 200 years' worth of knowledge from the Bourbon producer.

At the end of each programme, as part of graduation, each bartender will be given the opportunity to win the ‘Ultimate Field Trip’ to Tokyo, the home of the 'highball' serve. The grand prize will be granted to the bartender’s menu that features the most innovative twist on the classic Jim Beam Highball.

Jim Beam legacy

Edrington-Beam Suntory UK Distribution head of brands Johna Penman said: “We wanted to move away from traditional training sessions and, instead, offer bartenders a unique opportunity to understand and experience the Jim Beam legacy first hand.

“Drawing from over two centuries' worth of whiskey knowledge, these workshops will inspire bartenders by integrating some of the most influential speakers in the business to share their industry expertise – giving guests the warmest of welcomes to the family.”

The bartender classes are running from May to June in key cities across the UK, including London, Edinburgh, Liverpool and Birmingham.

  • London – 8-9 May
  • Edinburgh – 16 May
  • Liverpool – 29 May
  • Birmingham – 12 June

Related topics: Spirits & Cocktails

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