Diageo invests £600,000 in staff training

Diageo is investing £600,000 in a new training programme for bar staff in August, claiming well-served spirits can provide a crucial point of difference from the off-trade.

The Quality Classics scheme will focus on educating licensees and staff on how to create perfectly served spirit and mixer drinks.

It will run alongside Diageo's existing ESP training programme, which has been revamped and split into two bespoke half day sessions: one for licensees and the other for staff. This will allow for tailored training.

Quality Classics will provide licensees with kits that include a manager's guide packed with tips on how to increase profits, train staff and excite customers.

Kits also contain training posters and back bar reminder stickers featuring the perfect serve process, and point of sale material.

The Quality Classics kits will be distributed to 7,000 outlets across Great Britain, who will also be visited by a mystery shopper at a later date. Providing they're presented with a perfectly served drink, the outlet will be given a 'Perfectly Served Spirits' sticker which will act as a symbol of quality to customers.

Diageo GB category marketing manager Ali Wilkes said: "It's no secret that the on-trade is facing a challenging time at present. However, spirit and mixer can be a real point of difference for pubs over people enjoying a drink at home.

"Both Quality Classics and the revamped ESP programme will give licensees and their staff the tools which will help them make the most of the spirit and mixer category. Being served a longer-lasting, refreshing-tasting drink is very relevant to today's consumer."