The Adnams on-trade sales team have all completed and passed an in-depth cask quality training workshop developed in conjunction with Cask Marque.
The course provided participants with the skills and tools to navigate beer quality issues and offer training support to their customers.
The tailored curriculum was commissioned by Maxwell Bond, Adnams sales director, who said: “Our goal from the training was for all the Adnams on-trade sales team to have the skills and confidence to provide cask quality training for our customers and their teams, helping our customers to maximise their cask yields, improve rate of sale and deliver the perfect pint of Adnams beer.”
Cask Marque director Paul Nunny was pleased about the focus now being placed on upskilling sales teams with the knowledge to support their cask stockists.
He said: “Good cellar practices and procedures deliver better yields and better-quality beer thus helping pub profitability. Education and training drive up standards that not only benefit the brand, but also the pub and its cask ale drinkers.”
The course content was designed and delivered by Cask Marque head of training Annabel Smith who said: “We developed the content to align with the stringent Cask Marque Bar and Cellar Hygiene audit and the beer quality assessment scoring criteria.
“There are unique challenges faced by publicans in the cask beer sector and support from suppliers is increasingly being sought.
“The curriculum was carefully designed to promote a deeper understanding of cask ale and the aspects that affect its quality in trade. Additionally, Adnams was keen to upskill its team on training techniques and how to address quality issues in a professional manner.”
Last week, the 15 strong team were introduced to invaluable insights, practical knowledge and real-world experiences in the training room and the cellar and bar at the Maypole in Cambridge.
The interactive one-day workshop allowed participants to apply theoretical concepts to real-life scenarios, to foster a deeper understanding of the subject matter.
The learning experience extends beyond the training room. The team will have access to ongoing training and resources, enabling them to support existing and new stockists of Adnams brands.