Pernod Ricard’s BEAT team are a hardworking bunch…
Visitors to this year’s London Cocktail Week will have seen them hosting loads of seminars and events, and their ongoing Magnificent Seven tour of the UK sees them setting up camp in various cites for education, fun and frolics.
In addition to this face-to-face training, the BEAT team have been working on a new website to support bartenders in their learning efforts, which went live last week.
The Beat Society site hosts a mix of ‘technical’ information, such as drink specs and menu-building tools, extremely detailed brand information and general spirits-geekery, with interviews and comment from both well established ‘faces’ and some rising starts.
Both of the latter categories are represented at launch by conversations with the now mythological Alex Kratena, and Bristol’s Chelsie Bailey, who cannot stop winning cocktail competitions.
The drinks section will be very useful for bartenders looking to create new specs, whether that be for inclusion on menus, or cocktail comp entries. However, the ‘Challenge Phil Huckle’ section is obviously open to abuse, which we suspect was done by design.