By James Atkinson

Coca-Cola Amatil (CCA) has provided further details on its new spirits brand training and support program, first revealed on TheShout last week.

The new program is dubbed The Exchange, a team of expert bar and drinks professionals who are based in each state and can assist CCA’s licensed customers with new ideas for cocktails and professional bartending advice. 

Coca-Cola Amatil national future brands manager Julian Train said The Exchange is about supporting customers with training that will help with moving products "out of fridges and off back bars and into consumers’ hands". 

"Being locals, our team members really get the time to understand their own markets and build content and support that truly works on a local level," he said.

The Exchange premium sprits brand ambassador team is comprised of Dan Woolley (Queensland), Michael Nouri (New South Wales), Sarah Miller (Victoria), Patrick Allan (South Australia) and Bill Bewsher (Western Australia). 

Some of the key brands they will focus on include Jim Beam, Canadian Club, Knob Creek Bourbon, Laphroaig, Sauza Tequila, Courvoisier Cognac, and Australian Bitters.

For more information visit

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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