Beer Ambassador


Course information
Welcome to our full-day workshop designed to equip candidates with a solid foundational knowledge of beer and the skills necessary to enhance the sales and service of beer within the hospitality industry. This workshop is specifically tailored for waitstaff and floor managers operating within the premium segment of the on-trade market. Our goal is to empower candidates to add value, elevate the reputation of beer, and enhance the overall customer experience in upscale restaurant and bar settings.
This course is dedicated to building confidence, improving efficiency, and elevating customer service standards. It focuses on developing the soft skills essential for optimizing beer service and meeting patron expectations. Through a combination of lectures, role-playing exercises, and practical case studies, students will learn the art of proper beer presentation and service, glassware and temperature management, food pairing, and effectively addressing client expectations. To validate these skills, an examination will be conducted at the conclusion of this comprehensive one-day learning experience.

Understanding Alcohol Awareness, Social Responsibility, and Local Regulations.
Exploring the Rich History of Beer, Its Diversity, and Its Significance in Many Cultures.
Covering the Essentials of Beer Service Rules and Basics for the Hospitality Industry, including Glassware and Temperature Management. Mastering Beer Service Techniques for Bottles and Glasses, Along with Familiarization with Service Equipment. Providing Outstanding Customer Service, Involving Beer Terminology, Service Etiquette, Recommendations, Handling Complaints, and Effective Communication through Language and Body Language. Enhancing the Beer Experience by Adding Flair and Value.
Learning Food Pairing Rules. Guiding Patrons to Maximize Sales and Optimize Their Beer Experience.

Course Material
Sommeliers Academy provides students with a comprehensive course package, including a dedicated student workbook and all the necessary equipment for practical exercises. Additionally, our courses are facilitated by internationally certified sommeliers to ensure a high-quality learning experience.

At the end of the day, a written exam will validate the knowledge of the students. Pass mark is 60%.
Graduated learners will receive their Beer Ambassador Certificate Diploma and their Beer Ambassador pin so they can proudly display their achievement on the floor. Certificate of attendance will be delivered.

R3490 (R3034.78 excluding VAT) for the full day at our Cape Town campus.
R3990 (R3469.57 excluding VAT) for a full day in East London, including luncheon.


Module 1

  • Alcohol Awareness and Social Responsibility
  • Understanding local regulations and responsible alcohol service.

Module 2

  • History, Diversity, and Cultural Significance of Beer
  • Exploring the rich history of beer.
  • Recognising the diversity of beer styles.
  • Understanding beer’s cultural significance in various societies.

Module 3

  • Beer Production, the different styles of beer
  • How is beer made in modern days.
  • Mainstream styles
  • Specialty beers
  • No alcohol beers

Module 4

  • Beer Service Techniques
  • Introduction to beer service rules
  • Beer basics for hospitality service
  • Service preparation: Glassware and temperature management
  • Mastering beer service techniques for both bottled and draft beer
  • Familiarisation with service equipment

Module 5

  • Customer Service Excellence in Beer Service
  • Developing fluency in beer language
  • Practicing service etiquette
  • Providing recommendations and handling complaints
  • Effective use of language and body language

Module 6

  • Enhancing the Beer Experience
  • Adding flair and value to the beer service
  • Understanding food pairing principles
  • Guiding patrons to optimise sales while enhancing their beer experience
  • Beer and Food pairing

Module 7

  • ¬†Examination
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