Create your own report

Select your areas of interest from the list below and submit your selection to create the PDF ready for you to download:

Create report

Educating bartenders in Asia with the Diageo Bar Academy

For Diageo, good business means empowering our customers to ensure consumers are in safe hands. The Diageo Bar Academy trains bartenders in Asia in excellent service that emphasises moderate drinking.


In partnership with the Wine and Spirits Education Trust, the Diageo Bar Academy provides accredited training and professional certification for bartenders. With practical sessions and theory, the course focuses on serving alcohol responsibly.

Through the foundation course, launched in India in May 2011, we have trained 10,000 bartenders across China, South Korea, Taiwan, the Philippines, Singapore, Hong Kong, Thailand and Vietnam, and more than 9,600 bartenders in Australia alone, under its Alchemy programme

In Indonesia, through the Sahabat Guinness programme (‘Guinness is my good friend’), we have invested £150,000 to provide bar staff training and insurance cover for over 4,500 bartenders, while Diageo Australia’s Better Nights training package has been distributed to over 4,000 venues. Of the venue managers surveyed, 92% agreed that Better Nights was effective in raising bar staff’s awareness of how to deal with potentially difficult situations, while 98% rated the tool as being effective in increasing staff’s confidence to use hints and tips to deal with challenging situations.

Lam Chi Mun, director, Diageo Bar Academy, Asia Pacific said, ‘Diageo Bar Academy was set up with the simple aim to educate and inspire. It aims to develop the skills and further enhance the knowledge of bartenders and elevate the craft of mixology. We are dedicated to providing leadership on responsible drinking for our customers and will expand and develop advanced modules for the Academy in selected markets next year.’