Educate to Elevate
Why brands must rethink education from the inside out.
In the fast-moving world of spirits, great stories and great liquid used to be enough, but the rules have changed. Today, the brands that win are the ones that understand that education isn’t an add-on, it’s the engine that drives advocacy, sales and relevance.
It’s not just about knowing the product, it’s about building belief within internal teams, ambassadors, influencers, the trade and consumers. When education connects across all these layers, it creates something powerful: fluency. Without it, even the best-crafted bottle risks getting lost in the noise.
The Green Hustle, Absolut
From Distillery floor to back bar
The best brand education doesn’t live in a slide deck, it lives in the distillery, behind the bar, and on the trade show floor. We’ve seen it ourselves, whether it’s judging awards, leading lectures, or designing brand homes and global advocacy programmes, we know that the most memorable lessons come from real immersion. You can’t fake fluency; you have to live it.
BEAT, Pernod Ricard
the gap is real
Let’s zoom out for a second. While global alcohol consumption has dipped since the post-pandemic boom, the premium spirits category remains relatively resilient and is projected to grow over 9% annually in the coming years. But this momentum depends on solid foundations and right now, there’s a major disconnect. Over 60% of bartenders and trade professionals feel under-trained (Bar World Insights, 2024). In the UK alone, a recent hiring surge has left many brands scrambling to reconnect with their front-line advocates. There’s a gap between what brands think they’re teaching and what people are actually learning. And that costs confidence, loyalty and ultimately, sales.
time to rethink the approach
The Elyx Experience, Absolut Elyx
Too many current education programmes fall flat. Content is fragmented, delivery methods are outdated, there’s a lack of flexibility and poor relevance. There should be a much better connection to what really matters in the bar, the venue and the consumer’s world.
To move forward, education needs to feel less like a download and more like a conversation. It should be human, local, adaptable, and inspiring. Because the most powerful tool a brand can have is someone who wants to talk about it.
people first, platforms second
Sure, scalable digital training has its place, but the real magic happens in human moments. A distiller-led tasting. A story shared behind the bar. A training that lands, not just informs. We believe brands need to invest in their people as much as their platforms, great educators create great advocates.
And let’s be honest, the next generation of drinkers care about more than ABV, they want to be sure what they hold in their hand reflects their values. So, education needs to cover what a brand stands for, including sustainability, inclusivity and transparency – not as trendy extras, but as central brand pillars.
Masters of Smoke, Ardbeg
The Green Hustle, Absolut
a more sustainable approach
to learning
As brands face growing scrutiny over environmental impact, traditional ambassador models are being rethought. Long haul flights, heavy travel schedules and even the carbon cost of digital tools need to be considered. And getting the balance right can be difficult, but the answer isn’t to retreat, it’s to recalibrate.
Transparency is always the best policy, and smarter brands are building education strategies that are not just effective, but ethically sound. It’s not just about reach anymore, it’s about responsibility.
education is a great recruitment strategy for your trade partners
Brand education helps support the trade too and nowadays it isn’t just about retention, it’s also about recruitment. A great training experience can turn a bartender into a lifelong advocate for brand and bar. For some, it’s the reason they choose one bar job over another.
In a high-churn industry, this is gold. When people feel seen, supported and skilled, they stick around and bring others with them.
Absolut Akademi, Absolut
so, what’s next?
Education must reach every touchpoint – from interns to ambassadors to the bartender pouring your spirit on a Friday night. It’s not about memorising flavour notes; it’s about believing in the brand’s purpose.
In a saturated market, the brands that teach best will rise. To educate is to elevate. And that’s what turns a good brand into a lasting one.
BEAT, Pernod Ricard
Let’s talk about building an education strategy that inspires belief, drives advocacy and delivers commercial impact.
Get in touch at izzy@contagious.co.uk