Course Title: World of Whisky Level Four
Course Duration: 2.5 days
Grading Policy:
– Written Test on Whisky history, production, and styles: 70% passing grade required
– Live Assessments: 70% passing grade required for all three assessments; judging criteria is listed below
– Deductive Tasting Assignments: 70% passing grade required; judging criteria is listed below
Course Description:
Level Four – where the rubber hits the road…This is a two-and-half-day course that formally assesses students’ skills in a variety of areas, including tasting analysis, public speaking, practical knowledge of bar and restaurant operations, event speaking, and tour management. In addition to these practical skills, there is also a written assessment that covers all of the previous class levels.
Following Level Four assessments, there is a half-day session that will deepen students’ understanding of marketing, education, brain theory, communications, personality and temperament analysis, marketing of upscale products, and the science of building remarkable brands and internal company communication structures.
Course Objectives:
- Testing of palate and analysis competency
- Testing of bar management and public speaking
- Testing of menu development and food/whiskey comparisons.
- Testing of tour management, people skills, and ability to design magnetic whisky tours as well as improvised social challenges
- Understand the marketing strategies and techniques used to promote upscale whisky products.
- Overview of brain and personality theory as it relates to marketing and communications
- Overview of marketing of upscale products
- Overview of the architecture of brand development and internal company communication structures.
Course Outline:
DAY ONE:
Testing Analysis 1: Bar Testing
– A judged analysis of the ability to manage customer interactions and whisky education at a bar with a 36-whisky menu.
– Judged on storytelling, whisky knowledge, tasting knowledge, ability to pivot, and teaching/communication skills
Testing Analysis 2: Restaurant Testing
– Ability to manage customer interactions and whisky education at a restaurant with a 12-whisky menu and a three-course food menu.
– Judged on storytelling, whisky knowledge, tasting knowledge, ability to pivot, teaching/communication skills, and food pairing
Testing Analysis 3: Whisky Tour Testing
– Ability to manage customer interactions and whisky education in the whisky vault with a three-whisky tour chosen at random by instructors
– Judged on storytelling, whisky knowledge, tasting knowledge, ability to pivot, and teaching/communication skills
DAY TWO:
Testing Analysis 4: Written Whisky Test
– 100-question test based on the previous three levels
Testing Analysis 5: Deductive Tasting and Analysis Testing
– 12 whisky blind comparisons in 4 separate trios
– Graded on visual notes, aroma notes, tasting notes, and final conclusions
Teaching Segment 1: Magical Worlds of Communication
– An overview of brain theory, personality development, marketing and advertising, and the fundamental science of magnetic human communication.
Teaching Segment 2: Marketing of Upscale Products
– An overview of the specific techniques applied when marketing upscale commodity products applied in writing
Teaching Segment 3: Character Diamonds
– Develop a Character architecture approach to brand design and company culture development.
GRADUATION / WRAP-UP
Note: This syllabus is subject to change at the instructor’s discretion.