Abv launches Whisky Ambassador course

By Carina Perkins

- Last updated on GMT

Related tags: Whisky, Scotch whisky

The course covers nosing and tasting as well as up-selling and the history of whisky
The course covers nosing and tasting as well as up-selling and the history of whisky
Abv Training has become the sole provider of the UK’s only accredited Scotch Whisky training course.

Product details:

The Whisky Ambassador course is an interactive one-day course which teaches the history, mystery and up-selling opportunities that Scotch Whisky offers. It will cover:

  • Whisky by numbers
  • The basics - its history, geography, production Learn about the history and global impact, where it comes from and how it is made
  • Glassware, presentation and sales
  • Nosing and tasting. Learn the subtle differences between whiskies and confidently talk about its complexities
  • Drink less. Drink better
  • Mixers and cocktails
  • Other world whiskies - Learn how to recommend whisky with success and be able to up-sell to premium brand

There will be a practical test and a written exam at the end of the course.


Designed specifically for the licensed trade, the Whisky Ambassador course is 100% independent so information is not brand specific. It is fully accredited through the British Institute of Innkeepers (BIIAB) and is the only UK course of its kind to achieve accreditation. Abv claims the course has been proven to increase sales of whisky by up to 64 per cent.




The first course will take place at The Shooting Star in Middlesex Street, London, on January 29. To book your place call 0800 0612981 or go online here: http://www.abvtraining.co.uk/event/4611.htm

Why should you do it:

Frazer Grant, chief executive of abv Training, said: “This is a fantastic qualification. The aim of the programme is to give bar staff the skills, knowledge and confidence to enable them to engage with customers, talk about whisky and, at the end of the day, to sell more of it.”

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