Education is the backbone of our business. Whether we are giving a cocktail demonstration to bartenders at a conference or teaching consumers the correct way to hold a cocktail shaker, we strive to not only inform, but to inspire. We undertake all forms and levels of training from new brand introductions to constructing and implementing specific training programmes for bar chains and hotel groups.

'Alex Kammerling has been educating both the on and off trade with Martin Miller's Gin since we launched in 2002, he brings a great deal of knowledge and expertise not only about the gin category but premium spirits in general. He also has the rare ability to make training fun as well as educational.'
Emma Martin – Reformed Sprits Company


On-premise bartender training
We offer personal and direct training programmes targeting the front-line sales force (the bartenders!) in numerous key on-trade accounts. Sessions last between 30-60 minutes and typically involve a category overview, comparative tasting and brand education with the extended option of cocktail training.

We have undertaken training on behalf of the following brands:
Grey Goose vodka, 2004 – Present
Martin Miller's gin – London, 2002 – 2006
Courvoisier – London 2004
Appleton rum – London, 2002
Campari – London, 2001


Gin Masterclasses – 2004–2006
For Martin Miller's gin, we gave un-biased, formal classroom-style tastings which included the history of gin, the production process, a look and taste of the raw ingredients and a detailed tutored tasting. In addition we also run informal and fun ‘Cocktail Masterclasses’ for consumers in their own homes.

Oddbins white spirit training – 2005
We developed the first white spirit training programme for Oddbins staff. Covering history, production and tutored tasting of vodka, gin, rum and tequila. (Sponsored by Martin Miller's gin.)


Sandals resorts, Jamaica/Atlantis resort, Bahamas – 2006
On behalf of Campari/Skyy, we created bespoke on-premise bartender training at various luxury resorts throughout Jamaica and the Bahamas. We not only aimed to educate and inspire the bartenders, but and educate them on the Campari/Skyy portfolio and how to effectively use the products in cocktails.


Grey Goose Mixology, Tokyo, Japan – 2005
We led a session for Japan’s 50 leading mixologists on international cocktail trends and how to invent your own cocktails.


Oddbins white spirit training – 2005–Present
We developed the first white spirit training programme for Oddbins staff. Covering history, production and tutored tasting of vodka, gin, rum and tequila. (Sponsored by Martin Miller's gin.)


Spirit Group training – National, 2004
Together with IPBartenders, we developed and executed numerous one-day spirit and cocktail training sessions throughout the country for the group’s key accounts.