Industry-first launched in the UK: The Brand Ambassador Academy sets a new commercial standard for the drinks trade

London February 2026: The Brand Ambassador Academy (BAA) has officially launched in the UK, introducing an industry-first professional development program series designed to create the next generation of commercially trained drinks industry leaders. Built for bartenders, brand ambassadors, sales teams, trade marketers and future brand directors, The BAA delivers a structured pathway that has never existed at this scale within the sector, combining commercial rigour with modern, accessible learning.

Created to remove the traditional barriers between hospitality and corporate drinks careers, the Academy offers a clear route from front-line experience to high-impact commercial leadership. Whether a student is looking to strengthen their credibility in interviews, transition from the bar into brand roles, build confidence in trade conversations, or develop the strategic skills required to support international brand growth, The BAA is designed to unlock unlimited possibilities across the drinks industry.

The BAA is delivered online via a dedicated learning management system developed in partnership with Expert LMS, combining self-paced learning with Tutor-led sessions, interactive modules, and structured assessment. This flexible digital format ensures students can progress around service schedules and field-based roles, while still receiving the discipline, depth and standards expected from a serious professional development program.

Launched with a clear three-stage framework, the Academy has been built to support long-term progression, not just short-term training. BAA’s initial development program series includes: BAA Level 1: Foundations of the Drinks Industry & Professional Engagement (Entry Level), BAA Level 2: Advanced Brand Advocacy & Commercial Strategy (Advanced), and BAA Level 3: Strategic Brand Leadership & Global Market Development (Expert). Each level has been designed to move students from product confidence and advocacy into advanced commercial execution, leadership capability and global market thinking.

Assessment is embedded throughout the programme to ensure graduates do not simply complete modules, but demonstrate real-world competence. The Academy includes multiple choice exams across all levels, with Levels 2 and 3 incorporating practical assessments based on real industry briefs, including delivering a sales pitch, developing a brand strategy, or running a training session. Students who complete Level 3 will receive a BAA diploma and a BAA Letterman jacket, marking completion of the Academy’s highest development program tier.

Indicative pricing is set to make the programme accessible while reflecting the depth and professional value of the content. Pricing is expected to be £249.99 for Level 1, £449.99 for Level 2, and £1,499.99 for Level 3.

Nate Sorby, Founder and Head of Education at The Brand Ambassador Academy, said:

“I am so proud to be launching The Brand Ambassador Academy, a groundbreaking programme designed to cultivate expertise across the multifaceted landscape of the global drinks industry.

The drinks industry is a vibrant ecosystem, demanding a unique blend of product knowledge, commercial acumen, and strategic insight. Whether you aspire to be a frontline storyteller as a Brand Ambassador, a strategic architect in Brand Marketing, a crucial link in Trade Marketing, or a driving force in Sales, this development program series offers a clear pathway for growth.

We aim to equip you with both theoretical understanding and practical application, fostering a new generation of highly skilled and commercially savvy professionals. From foundational product understanding and advocacy skills to advanced sales strategies, brand leadership, and global market expansion, each level of The BAA is meticulously crafted.

With expert-led sessions, interactive modules, real-world case studies, and practical assessments, we are committed to developing the future leaders of the global drinks industry. Join us on this transformative journey and elevate your career to the next level.

We are currently working to have each development program accredited by CPD and endorsed by ISP and CIM”

Unlike short-form training or one-off education sessions, The BAA has been built as a complete professional framework that supports career progression at every stage. It is designed for bartenders who want a route beyond the venue floor, for brand teams who want commercially sharper ambassadors, and for employers seeking a new standard to support recruitment, onboarding and long-term performance.

As the Academy grows, The BAA is also positioned to complement university-level business and marketing pathways, giving graduates and career changers a drinks-specific commercial toolkit that is immediately relevant to real-world trade

-        ENDS -

NOTES TO EDITORS

The Brand Ambassador Academy (BAA) is a professional education platform and development program series designed to develop commercially capable talent across the global drinks industry. Founded by Nate Sorby as a specialist division of Elementary Trade Marketing Ltd, The BAA provides structured vocational learning that bridges hospitality experience with the commercial disciplines that drive brand growth, including Sales, Brand Marketing, Trade Marketing and Advocacy.

Platform and delivery

The BAA is delivered online via a dedicated learning management system developed in partnership with Expert LMS, combining self-paced learning with expert-led sessions, interactive modules and practical assessment.

development program structure

BAA launches with three progressive development program levels:- BAA Level 1: Foundations of the Drinks Industry & Professional Engagement (Entry Level)- BAA Level 2: Advanced Brand Advocacy & Commercial Strategy (Advanced)- BAA Level 3: Strategic Brand Leadership & Global Market Development (Expert)

Assessment and certification

Assessment includes multiple choice exams across all levels. Levels 2 and 3 also incorporate practical assessments based on real-world briefs such as sales pitch delivery, brand strategy or training sessions. Students who complete Level 3 will receive a BAA diploma and BAA Letterman jacket.

Future specialist pathways (planned)

From Autumn 2026, The Brand Ambassador Academy plans to introduce a suite of post Level 2 specialist pathways, designed for students looking to progress into defined commercial disciplines across the drinks industry. These advanced routes will include: The Sales Manager, The Brand Ambassador, The Brand Manager, and The Trade Marketeer.

Alongside the specialist pathways, The BAA will also develop and launch the BAA Community, a dedicated networking and talent centre created to connect students, alumni and drinks brands. The platform will provide a structured space for collaboration, relationship building and industry insight sharing, supported by a Talent Portal designed to facilitate placements and support brands with ambassador recruitment and ongoing talent management.

Indicative launch pricing is expected to be: Level 1: £249.99, Level 2: £449.99, and

Level 3: £1,499.99.

Website: thebaacademy.co.uk

For media enquiries, imagery and sample requests, please contact:

Antoni Heatley or Tim Harfield at Cutlass Communications

Email: Antoni@cutlasscomms.com / Tim@cutlasscomms.com

Phone: 07852 985 773

Third-party news items that are posted on the Guild website come from press releases and emails received by the Guild. These are posted as they have been received. Their publication on the Guild website is an informational service only and is neither an endorsement of the content, nor its sender, by the Guild. For enquiries, please use the contact details that can be found at the bottom of each post.