What is the Academy

The 3Two1 Academy is the trade-education arm of 3Two1 Drinks. It exists for one reason: bartenders sell what they understand. The more confidently a working bar team can talk about a tequila's terroir, a syrup's sugar profile or a rum's still type, the better the drinks get and the better the bar performs.

Every Academy session is built and delivered by the 3Two1 team — area sales managers who have run real shifts — together with global brand ambassadors from our supplier partners. Sessions run on-site at venues, off-site at events, and increasingly, behind the stick at our supplier distilleries.

What We Cover

Programmes are modular. A venue can book a single 45-minute staff training before service, or a full-day immersion across the category.

For Bartenders

Academy sessions are free for venues we work with. If your bar is on a 3Two1 trading account or through a wholesaler, training is a phone call away — book it as part of a new-product launch, as a quarterly refresher, or as part of staff onboarding.

Sessions can be tailored to:

• Single-product launches. When a venue brings on a new brand, we will train the floor before the bottle hits the back-bar.
• Category refreshers. A 30-minute reset for an existing team on agave, French liqueurs, rum or syrups.
• Pre-shift drops. Quick spec walkthroughs delivered to the team in the half-hour before service.
• Off-site immersions. Full-day deep-dives held at venues, hotels or our own warehouse.

Bartenders sell what they understand. The Academy exists to give them the language.

Featured Programmes

The Giffard West Cup

The Giffard West Cup is the global cocktail competition run by Giffard, with Australia fielding its own national finals. 3Two1, as Giffard's exclusive Australian distributor, runs the Australian leg. Past national finals have brought together the country's strongest bartenders for a tight, spec-driven competition built around the Giffard syrup and liqueur range.

Past Australian finals have been held in 2022 and 2024. Registrations for upcoming editions open through the contact form and via the 3Two1 sales team.

Brand Ambassador Sessions

Where the producer themselves visits Australia, we host them in-market. Past visits have included Giffard's France-based team running French-liqueur masterclasses for trade. Future visits across the agave, rum and bourbon categories are scheduled quarterly.

Distillery Visits

The Academy's most ambitious tier. Top-performing trade partners and competition winners earn trips to source — to the Loire Valley, to the Jalisco highlands, to the Worthy Park estate in Jamaica. These are not influencer junkets. They are working visits, with production tours and tasting calibration as the agenda.

Looking for cocktail recipes between sessions? The 3Two1 cocktail recipes blog and the Bartender's Corner publish recipes, technique pieces and brand stories every week.