Across May and June this year, Jim Beam is hosting a brand new UK bartender engagement programme, called Jim Beam Presents: Class of 2018.
Bringing American college-themed classes to London, Edinburgh, Liverpool and Birmingham, the brand has collaborated with author of the Curious Bartender series Tristan Stephenson, head bartender at Dandelyan and owner of Porter’s Gin Alex Lawrence, and Fred Noe, great grandson of Jim Beam and 7th-generation master distiller.
The classes will explore the fundamentals of American whiskey, geared towards giving a deeper understanding of bourbon today.
At the end of each programme, as part of their graduation, bartenders will be given the opportunity to win a trip to Tokyo. The winner will be chosen based on the most innovative twist on a Jim Beam highball.
During the programme, in classes named history, geography, chemistry and business management, attendees will learn about the distinctions between American whiskey and bourbon, chart their way through the tasting profiles of the Jim Beam range, and discover whiskey trends, such as the rise of the highball.
‘We wanted to move away from traditional training sessions and instead offer bartenders a unique opportunity to understand and experience the Jim Beam legacy first hand,’ said Johna Penman, head of brands at Edrington-Beam Suntory UK.
'Drawing from over two-centuries worth of whiskey knowledge, these workshops will inspire bartenders by integrating some of the most influential speakers in the business to share their industry expertise – giving guests the warmest of welcomes to the family.'
London bartenders will have their sessions with Fred Noe, those in Edinburgh and Liverpool will be with Alex Lawrence, and bartenders in Birmingham will be guided through the classes by Tristan Stephenson.
Class of 2018 dates
- London – 8th and 9th May
- Edinburgh – 16th May
- Liverpool – 29th May
- Birmingham – 12th June
To sign up, visit Jim Beam Presents: Class of 2018.