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Maxxium mixes it up with on-trade focus
Distributor Maxxium has unveiled details of a major new on-trade education programme, Mixxit.
The three year project will see over 100 members of the team – led by in-house mixologists Wayne Collins and Andy Gemmell – train over 25,000 bartenders. The company has also launched the Cocktail Yearbook 07/08 recognising the 65 leading lights in this dynamic sector, as part of the £3.5m investment.
“We are committed to excellence in the on-trade and this is our way of supporting the industry,” says on-trade sales director Jim Grierson. “The UK now has the best on-trade in the world. There has been a massive improvement in the last three years because there is an understanding that bar tending is not just a part time job, it’s a career now. There’s real pride and passion in the industry and we have a responsibility to give something back.”
There are now three methods of training that Maxxium is offering: at the new state of the art Mixxing room which has just opened at the company’s HQ in Stirling; a mobile bar in a converted Airstream van, conducted by Collins or Gemmel; or in situ at the customers’ bar, conducted by one of Maxxium’s 100+ sales force. The company is not charging for the service, and Grierson points out that the opportunity is being offered to all types of on-trade venue. He also stresses that the while there is obviously more of a focus on Maxxium brands, the course has been carefully developed to give a fully rounded knowledge. “It’s all about integrity in this business,” says Grierson. “This project is about more than just a brand building exercise.”
The yearbook pays homage to the leading movers and shakers in the UK cocktail industry, aiming to be “an inspiration” to bartenders. It is being distributed free of charge to 1,500 key opinion formers. “We’re gradually getting to the stage where top bartenders are going in the same direction as celebrity chefs on TV. It’s highly inspirational and is playing a part in making bartending a viable career choice.” Grierson anticipates that the yearbook – which is likely to be published bi-annually – will play a role in building this recognition.
© Ben Grant, db 17 October 2007