Leading on trade drinks supplier Matthew Clark has initiated a Beer Academy in partnership with Miller Brands as part of its staff training programme.
The aim of the Beer Academy is to ensure all members of the sales team are knowledgeable within the growing beer category and equipped to offer expertise to customers. With 200 new microbreweries within the UK opening their doors over the past year, Matthew Clark has seen a 28% rise in the number of outlets stocking its Boutique Beers and the team is able to offer clear guidance to its customers across its full, diverse beer range. This year, Matthew Clark updated their exciting range of Boutique Beers in response to the rising popularity of Craft Beer which is now the fastest growing category in the on-trade beer market.
The Beer Academy has been in development within Matthew Clark for 12 months and it plans to send its entire Regional and National sales force through the training programme over the next 12 months.
Justin Wylde, Matthew Clark’s Category Manager for Beers, Ciders & Soft Drinks comments: “As a business we’ve recognised that it is key for our sales teams to be fully equipped with in-depth knowledge and understanding of the rich world of beer. The Beer Academy is a hugely useful and informative experience for our staff and will enable them to keep up with the growing consumer demand for this category. The training they will receive will make them completely comfortable in getting customers to try new and different beers and encourage them to match beer with food, which is another trend which continues to grow in popularity. It’s about igniting passion, building on the love for the category with the confidence and knowledge to talk about it”.
Tim Clay, Director of Sales, Miller Brands says: “Through the Beer Academy, we’re aiming to provide a comprehensive and interactive training programme that covers everything from the evolution of beer, the artistry behind how beer is made, and ultimately how Matthew Clark can help its customers understand and sell more beer. The programme has received an excellent response from the sales teams and we’re delighted to be working on this unique initiative.”