Leading on-trade drinks supplier Matthew Clark has initiated a Beer Academy in partnership with Miller Brands as part of its staff training programme.
With 200 new micro-breweries 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 beer range.
Justin Wylde, category manager for beers, ciders and soft drinks at Matthew Clark, said: "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 world of beer.
"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 at Miller Brands, added: "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."