Sales Representative Training for Drinks Brands

​Build confident, commercially effective sales teams through practical drinks knowledge and real‑world mixology skills.

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Why Sales Teams Need Practical Drinks Training

Sales reps are the face of your brand in the on‑trade. To build trust with venue teams, they need more than product sheets — they need credible drinks knowledge, hands‑on understanding of serves, and the ability to spot commercial opportunities in every account.

Our training gives your team the confidence to walk into any bar, restaurant, or venue and speak with authority about spirits, serves, and how your brand can drive revenue.

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What We Offer

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1. Sales Representative Mixology & Drinks Knowledge Training

A fully bespoke two‑day programme tailored to your brand portfolio, serves, and commercial objectives.

This course blends practical mixology with commercial sales skills to help reps:

• Understand spirits categories — production, flavour profiles, and how to position them

• Make simple, consistent serves using your brand’s key cocktails and perfect serves

• Link serves to sales conversations — using drinks knowledge to secure listings

• Identify commercial opportunities across different venue types

• Build long‑term customer relationships through credible, value‑adding conversations

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Fully bespoke to your brand, including:

• Your spirits portfolio

• Your signature serves

• Your commercial priorities

• Your target venue types

• Your brand language and advocacy style

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Ideal for:

• New sales reps

• Graduate programmes

• Brand ambassadors

• Field sales teams needing a confidence boost

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2. Intro to Cocktails & Mixology + WSET Level 1 Spirits (Combined Offer)

A powerful foundation package for brands wanting to upskill their teams with both practical mixology and globally recognised certification.

Intro to Cocktails & Mixology

• Essential techniques (shaking, stirring, building, garnishing)

• Understanding balance and flavour

• Creating simple serves that support brand listings

• Working with venue teams to improve rate of sale

WSET Level 1 Spirits

• Globally recognised qualification

• Clear, structured spirits knowledge

• Builds confidence and credibility in customer conversations

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Ideal for:

• Brands wanting a structured, certifiable training offer

• Teams who need both practical and theoretical grounding

• Sales teams who support activations or menu placements

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How the Training Works

• Delivered on‑site only, at your offices or chosen venue

• Fully equipped mobile bar and all non‑alcoholic ingredients provided

• Your team supplies the spirits from your brand portfolio

• Tailored to your brand portfolio and commercial priorities

• Suitable for groups of 4 - 10

• Certificates provided for all participants

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Why Brands Choose Mixology Group

• 15+ years delivering training for global drinks companies

• Trusted by Brown‑Forman, Chivas, Pernod Ricard, Jagermeister, and leading UK venues

• Trainers with real industry experience

• Commercially focused, practical, and confidence‑building

• Flexible formats for graduate programmes, national sales teams, and brand ambassadors

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Ready to Train Your Sales Team?

We can tailor the course to your brand portfolio, your sales strategy, and the skill level of your team.