Recommended Reading & External resources

Mastering the drinks industry requires more than just completing a course; it demands a constant pulse on market shifts, consumer behaviour, and brand innovation. We have curated this list of external resources to supplement your learning at the Academy.

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These journals, books, and platforms are the same tools used by trade marketing and sales leads to stay sharp and maintain a competitive edge. Use these to deepen your understanding of the global drinks landscape and refine your approach to high-level activations.

Featured Industry Resources

CLASS Magazine

If you want to keep your finger on the pulse of the UK bar scene and the wider drinks industry, CLASS is essential reading. It is widely considered the best for real-time industry news, providing a mix of high-level brand strategy and on-the-ground trends that are directly relatable to the work you’ll be doing. From bar culture to product innovation, it’s the most authentic voice in the sector today.

Class Bar Magazine Website

Partnership: The Mixing Class

While the Academy focuses on the trade marketing and sales side of the industry, we highly recommend The Mixing Class for those looking to deepen their technical product knowledge. As the world’s leading independent supplier of WSET Spirits education, they offer a dynamic and fresh approach to learning.

If you are looking to take your WSET Level 1, 2, or 3 Awards in Spirits, we encourage all our students to reach out to their expert team. They offer a mix of in-person classroom teaching, real-time online lessons via Zoom, and self-guided courses—all elevated by decades of experience within cocktail culture and distilling.

Explore The Mixing Class Courses

Suggested Book List

"That S*it Will Never Sell!" by David Gluckman: An absolute must-read for the drinks industry. Gluckman, the mind behind Baileys and Purdey’s, offers a brilliant, no-nonsense account of how some of the world’s most iconic brands were actually created.
"Brand Relevance" by David Aaker: A deep dive into how brands stay relevant in shifting markets—critical for anyone in brand management.
"The 22 Immutable Laws of Marketing" by Al Ries & Jack Trout: A classic for a reason; these fundamental laws apply perfectly to the competitive nature of the spirits and beer sectors.
"Setting the Table" by Danny Meyer: While focused on hospitality, this is the gold standard for understanding the "service and advocacy" side of the drinks business.

Other Essential Journals & Platforms

The Spirits Business: Essential for global trends, new product launches, and industry awards.
The Grocer (FMCG Focus): The best source for understanding how drinks brands perform within the wider retail and supermarket landscape.
Drinks Retailing: Provides a great look at the "Off-Trade" side of the industry.
The Portman Group: To understand the regulatory environment and responsible alcohol marketing standards in the UK.