Matthew Clark steps up beer advice for bars and pubs


matthew clark boutique beers

The rise in craft beers has led on-trade drinks supplier Matthew Clark to create a Beer Academy so its staff can offer more advice to bars, pubs and restaurants.

It has set up the “academy” in partnership with beer company Miller Brands, with plans to put its entire regional and national sales force through the training programme over the next 12 months.

Matthew Clark has seen a 28% rise in the number of outlets stocking its Boutique Beers range which has been updated this year in response to the rising popularity of craft beer – the fastest-growing category in the on-trade beer market.

Justin Wylde, Matthew Clark’s category manager for beers, ciders and soft drinks, said: “As a business we’ve recognised that it is key for our sales teams to be fully equipped with in-depth knowledge and understanding of the rich world of beer.

“The Beer Academy is a hugely useful and informative experience for our staff and will enable them to keep up with the growing consumer demand for this category.

“The training they will receive will make them completely comfortable in getting customers to try new and different beers and encourage them to match beer with food, which is another trend which continues to grow in popularity.

“It’s about igniting passion, building on the love for the category with the confidence and knowledge to talk about it.”

Tim Clay, director of sales at Miller Brands, added: “Through the Beer Academy, we’re aiming to provide a comprehensive and interactive training programme that covers everything from the evolution of beer, the artistry behind how beer is made, and ultimately how Matthew Clark can help its customers understand and sell more beer.

“The programme has received an excellent response from the sales teams and we’re delighted to be working on this unique initiative.”

Miller Brands’ portfolio includes Belgian beer St Stefanus, Czech beers Kozel and Pilsner Urquell and premium Italian beer Peroni Nastro Azzurro.

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