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5th February 2021

Prepare for Recovery by Offering Outstanding Customer Service with Online Drinks Courses Now Available from School of Booze

As hospitality operators prepare for business recovery despite an uncertain reopening schedule, Guild Member Jane Peyton, founder of School of Booze, has launched an online drinks education platform offering training courses in Beer, Cider, and Wine.

The courses are an opportunity for team members to develop their drinks knowledge to provide the best possible customer service and memorable experience once hospitality is open for business again.

There are three levels of learning – Beginner, Intermediate, and Advanced – offering essential starter knowledge for anyone who works in the drinks industry and wants to know more about what they are selling or to expand their knowledge to improve their career prospects.

Commenting on the launch, Jane Peyton said “All staff should know what they are selling and be able to engage, communicate and enthuse customers about their drinks offer. Educated staff are more motivated and good for business, as they bring a higher likelihood of encouraging incremental spend. They perform more effectively and have more confidence in upselling, giving customers a better experience and more confidence in the service provided. They feel more valued, are happier, enjoy their work more, stay in the job for longer and therefore bring greater stability and a clear career pathway to a business.

“With so many talented hospitality staff currently on furlough, this is the ideal time for them to study a relevant subject to add to their CV and ensure that their expertise can contribute to the sector’s recovery.”

The convenient courses are concise with easy-to-learn content in audio and written formats. They are aimed at people who work in the on-trade and off-trade, brand owners, drinks producers, PR and Marketing or associated suppliers, and anyone who is keen to learn more about the industry they work in.

The courses are accessed through School of Booze’s learning portal via mobile devices or computer, allowing study to be completed whenever and wherever is convenient, removing the need to travel and sit in a classroom. When students feel ready, they take an online multiple-choice examination and receive a digital certificate when they pass. In other words, the School of Booze courses are ‘On Your Device, In Your Place, At Your Pace’.

The courses have been developed in response to the growing number of hospitality staff who want to become better informed about beer, cider and wine, as businesses seek to use every advantage through the preparation of pandemic recovery plans. They draw on Jane’s experience as a drinks expert, having run tasting, training and education, and consultancy events. Jane is a Beer Sommelier, was Britain’s first accredited Cider Pommelier, is accredited through the Wine & Spirit Education Trust, and has also written extensively about drinks and the hospitality industry.

Individual online learning courses from School of Booze are priced at £50 inc VAT, with discounts available for subscribing to multiple programmes. “With three levels of study available” continued Jane “the courses offer an informative and engaging way to learn for beginners, intermediates and advanced students and are aimed at further improving service standards within the UK hospitality sector.”

The online courses are available through the School of Booze website. Single subject education materials such as the principles of Beer & Food Matching will be available next month.


Notes To Editors:  

Jane Peyton is an award-winning drinks educator, writer, and broadcaster. She founded the School of Booze in 2009 offering drinks training to consumers and to the on and off-trade. Jane is accredited through the Beer & Cider Academy, and Wine & Spirit Education Trust. She was Britain’s first Beer Sommelier of the Year, is Britain’s first accredited Pommelier (cider sommelier), and is a former Imbibe Magazine Drinks Educator of the Year.

Press release from Kate Hempsall PR

For more information, please contact Jane Peyton: 


Telephone:  +44  (0)7729 601 590