Maxxium UK launches £1 million cocktail training drive

Maxxium UK is investing £1million in a free on-trade cocktail training initiative, devised and delivered by award-winning in-house mixologist Wayne Collins.

Maxxium Cocktail Master classes, which take place in the MaxxAirstream, a 1950s Airstream bus customised as a cocktail bar, offer training classes on three levels (basic, intermediate and advanced). Each level is modular and can be tailored to the experience and skill requirements of customers' bar teams.

Bar managers can select courses from different options, the basic and intermediate levels consist of four modules covering core skills: expert bartending, attitude and appearance, cocktail wisdom and product knowledge.

The advanced level gives a greater insight into expert bartending, cocktail wisdom and product knowledge, focusing strongly on creating and naming bespoke cocktails and optimising their impact on driving sales and profitability.

All training courses take place in the unique environment of the MaxxAirstream, which can be taken to the customer so staff can attend at work, but without disrupting normal customer service.

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

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

Maxxium UK will be at this year's BAR show with the MaxxAirstream dispensing summer cocktails to visitors, while cocktail expert Wayne Collins will be doing hourly drinks demonstrations and be available for advice on cocktails and mixing drinks.