THE BEER ACADEMY

AIMS : To raise the image and awareness of beer

• By ensuring that every new employee in a company brewing or retailing beer attends the Beer Academy Foundation course.
• By addressing the consumer, male and female, 18-80, with particular emphasis on effective communication through the media.

The Beer Academy was set up in 2003 as a generic campaign to help improve knowledge and enjoyment of beer. Initially trialled by all sectors of the trade, it has recently launched to consumers as well.

It aims to do for beer what the Wine and Spirit Education Trust has done for wine, by providing beer knowledge in a colourful, educational and passionate manner.

Patrons : The Beer Academy has over 40 patrons including

Carlsberg Tetley, Coors, Diageo, Interbrew, SAB Miller, Scottish Courage; Adnams, SA Brain; Budvar, Everard, Frederic Robinson, Fuller Smith and Turner, Greene King, Hardy’s and Hansons, Heineken, Punch, Refresh, Safeway, Sainsbury’s, Tesco, Wolverhampton & Dudley, Youngs; Asda, Bateman, Beer Seller, Brakspear, Caledonian, James Clay, Cobra, enjoy beer, Hall & Woodhouse, Harvey, Hook Norton, Laurel, JW Lees, Mitchells and Butler, Okell, Ringwood, St Austell, Shepherd Neame, Thwaites and Charles Wells.

The Beer Academy is also supported by the BBPA, BII, BFBI, BRI, SIBA, IBD, Cask Marque, Camra and the WSET.

Patrons account for over 90% of all the beer brewed in Britain, as well as representing a high percentage of all beer retailed.

Courses: How the Beer Academy fulfils our educational remit

The Beer Academy currently runs one day (£145) and three day (£345) courses; but it is also developing a colourful 50 minute ‘taster’ format for use at consumer events or for short ‘n sharp trade sessions.

Seventy courses have already been planned for 2005, with a target of 2,500 plus students for the year. Courses are mainly held in breweries and pubs from Cornwall to Scotland; Wales to Suffolk, Dorset, Sussex, Hampshire, Lancashire, Yorkshire and London.

Courses include material on the history of beer; beer’s many ingredients and their flavours and aromas; how to taste beer and how different flavours originate; how to marry beer with food; how beer is brewed and packaged

The Beer Academy also acts as a source of generic beer information for the trade and consumer media as well as helping to raise awareness of different beer styles and beer occasions.

Consumer Launch : Publicity for The Beer Academy’s consumer launch in February included:

• 5+ minutes on the Channel 4 Richard and Judy Show covering beer and food/health/glass design/celebrity tasting.
• Two news items on the Channel 5 News on Beer Academy courses.
• Two news items on GMTV on beer and chocolate as the new wine & cheese.
• A five minute slot on Good Food Live TV on bottle conditioned beers.
• BBC Radio 4 You and Yours on attending a Beer Academy course.
• BBC Radio 5 Live – on air beer tasting by GP.
• BBC Radio Newcastle : Interview on BA with GP.
• The Sunday Telegraph : On the Academy’s consumer launch.
• The Saturday Telegraph : Letters page from GP on beer and health and why Bridget Jones should have tried beer.
• Trade Press: Morning Advertiser, Publican and Off Licence News.
• Radio Ottawa : On the Beer Academy’s hopes for the future.
• Guild of Food Writers : A one-hour session tasting ‘the history and future of beer’.

Participation : How does one go about enrolling on a Beer Academy course

Whichever course interest you, the easiest way to find out more about the Beer Academy is to visit our website and then contact Belinda Norton directly to book your place.

George Philliskirk.

Chief Executive. The Beer Academy.

February 25 th 2005.