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Bar Excellence Training 

Great bars sell great drinks. Discover how you can maximuse your revenue - and deliver the ultimate Hospitality Experience with this premium training service from our very own Master Mixologist, Murdo MacLeod.

At AW, we want every Hospitality business in the UK to have access to the services that give the larger industry operators their edge.

In the drinks industry, training experts like Murdo are used to energise bar teams across the country and grow profits. The focus is on upselling - training your bar team to fluently upsell premium spirits in natural conversation. 

Starting his career as a senior training manager for Bacardi, in a single year Murdo trained over 5000 bartenders in creative mixology. In 2011 he launched his own multi award-winning pop up cocktail service that went on to serve cocktails to over 2 million event guests in every continent worldwide.

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With a client base spanning Lamborghini, McLaren, Google, HNWI, celebrities and royalty, he now heads up Bar Excellence. Empowering bartenders with an incredible skill set for success, he teaches them how to be super engaging and jubilate knowledge that delights and excites on all levels.


Does your bar business need a much needed lift?

Do your team need help to deliver great drinks, engage with customers and  deliver those important up-sell opportunities?

Do you want to increase both sales and profitability across all bar sales?

Our training programs can be delivered in-person at your location or alternatively within our state-of-the-art Bar Excellence training centre in Birmingham.


No two Hospitality businesses are the same, so we tailor our support to suit your bar, your business and your team! With training packages from just £1495 for up to 15 team-members, you will see a quick return on your training investment! 

Submit the form below and we will be in touch to discuss how we can best support you!

Thanks for your enquiry! Murdo certainly seems to be popular - we will be in touch within the next 72 hours!


"Murdo has a real passion for drinks culture and inspires consumers with creativity and passion and can bring both expertise and fun to any on premise establishment" - Michael Birch, Vice President, Bacardi

"Murdo Macleod's Bar Excellence courses have been delivered across multiple sites with 5 star feedback. The financial benefits in our bar teams learning to effectively up-sell premium spirits is significant and the guest experience through cocktail service has been greatly elevated in newly trained sites."

- Stephanie Robertson, Head Of Experience, Compass Group

"Thanks for all your help, we have already placed your recommendations into process to run a seamless service. You have been great help with generating the desired guest engagement experience and the bar team at The O2 have really learned a lot under your coaching"

Alex Stephanopoulos, Operations Mgr, The O2 Arena

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