Spirits Academy

Spirits Academy is built to create memorable moments that matter. Grounded in Education, Entertainment, and Reward, it connects people across the hospitality industry through shared experiences that inspire, engage, and leave a lasting impression. Every interaction is designed to bring brands to life in a way that feels authentic, relevant, and meaningful to those behind the bar and those they serve.

At its heart, Spirits Academy is about developing people. Through immersive activations, mentoring, and in venue experiences, we build knowledge, confidence, and storytelling ability, giving bartenders the tools to connect with guests in a genuine way. Education becomes the foundation of communication, allowing teams to understand not just what they are serving, but how and why it matters, creating stronger connections with consumers.

For venue managers, Spirits Academy offers a platform to grow staff capability, build trust in the brands they represent, and showcase how to use them with confidence in service. This naturally supports stronger performance, increased sales, and long-term relationships, all driven by knowledgeable teams delivering consistent, memorable experiences.

APERITIVO SOCIALE

This is an immersive brand experience that reimagines the classic Italian aperitivo hour as a vibrant celebration of flavour, culture, and connection. Set in sun-soaked courtyards, rooftops, or stylish bars, guests enjoy spritzes, Amari, vermouths, and classic cocktails from our Italian portfolio paired with antipasti, music, and communal games. More than a tasting, it’s a moment to slow down, savour, and live the Italian way.

BARTENDER OF THE YEAR

In 2026, Spirits Academy is proud to sponsor Bartender of the Year in partnership with Bartender Magazine. This will see some of Australia’s top bartenders go head-to-head for the title, along with a $5,000 prize. With brand sponsors to be announced soon, this is set to be one of the most compelling formats to enter, where reputation, name, and honour are all on the line. For further details, please connect with your Spirits Academy Ambassador or Bartender Magazine. The best is still to come in 2026.

CHARTREUSE

Join us this May as we celebrate Chartreuse and mark 16.05 with activations across NSW, QLD, and VIC. Chartreuse 1605 is more than a liqueur, it is a living piece of history. The name honours the moment François Annibal d’Estrées presented the Carthusian monks with a manuscript believed to contain the “elixir of long life”, marking the beginning of one of the world’s most closely guarded recipes. The monks of the Carthusian Order spent decades interpreting this document, shaping what we now know as Chartreuse today. Contact your Spirits Academy Ambassador for more details and be part of the celebration.

LUXE OBSCURA

This is a signature evening of ultra-premium immersion; a curated celebration of world-class spirits designed for Australia’s most influential trade and luxury account partners. Set in an elegant, exclusive space, the experience blends live music, crafted cocktails, and tastings from icons like The Macallan, Highland Park, Michter’s, Lark, and Louis XIII. With elevated hospitality and a rare private Cognac experience, it’s more than an event, it’s a high-impact platform for brand building, advocacy, and lasting connection. (Victoria)

‘THE GRAIN EXCHANGE’

A collaborative brewery experience designed to bring the industry together, where bartenders connect, learn, and share knowledge through the lens of beer and whisky. Through guided tastings, whisky and beer pairings, and a brewer hosted lunch, participants explore how these two worlds align, building confidence to translate these experiences into memorable moments for their guests. A true industry led experience focused on connection, education, and lasting impact. (All States)

THE MACALLAN EXPERIENCE

This is a deep-dive educational journey into the rich heritage, Six Pillars, and unmistakable DNA of The Macallan. Designed for bartenders, it brings the brand’s story to life through an immersive tasting of the iconic Double Cask and Sherry Oak expressions building knowledge, appreciation, and advocacy for one of the world’s most revered single malts.

SPIRITS ACADEMY FOUNDATION

This is our 12-week mentoring program across NSW, VIC, and QLD focused on developing the next generation of talent within the hospitality industry. Designed to immerse emerging bartenders in the craft, the program builds strong foundations in category and brand knowledge, presentation skills, and confidence behind the bar. Six rookies per state are selected through key venues, each working closely with two brands while receiving hands on training, mentorship, and guidance in cocktail creation and storytelling. The journey is supported through mid point round tables and concludes with a bar takeover event, giving participants the opportunity to showcase their skills, grow their presence in the industry, and strengthen their connection to the wider hospitality community.

VENUE-SPECIFIC TRAININGS

These are targeted, in venue sessions focused on building staff knowledge to drive venue and incremental sales. These trainings give bartenders practical understanding of how to use the portfolio in service, linking product knowledge directly to confident recommendations and menu opportunities. Through hands-on tastings and cocktail building, we explore how to modify drinks using brands such as Re’al, from enhancing Daiquiris and Margaritas to creating flexible spritz serves suited to different occasions. The focus is on consistency, ease of use, and helping teams adapt drinks to their venue and customers. Delivered nationally, these sessions support stronger staff confidence, better execution behind the bar, and increased sales through informed, practical application.