Chief executive Dougal Sharp: “Success in the highly competitive world beer market is all about differentiating your brands from the competition.
“Beer knowledge is essential if you are going to do this. “Everyone in the company needs to be able to explain what your beers taste like, what raw materials are used, how the beers are brewed and what makes them distinctive.
“Obviously this comes naturally to our technical experts, but it’s our sales and marketing team that need to be armed with the knowledge to inspire people about our beers.”
All 35 passed the NVQ level one Beer Academy qualification.
“The Beer Academy training has given everyone in the company the confidence to talk beer to customers, colleagues and friends and makes what could be a very arcane subject easy and fun to follow for the non-scientist,” added Sharp.