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British Institue of Innkeeping Accreditation Board

Spirit Retail


What is it?

The Spirit Retail Certificate is designed to help licensees to improve the marketing, merchandising and presentation of spirits.

The course aims to grow spirit sales without affecting other products.

How is it assessed?

By examination. Candidates sit a 45-minute multiple choice examination.

How long is the course leading to the examination?

The course comprises one day of training.

What support material is available?

A comprehensive workbook is supplied to each candidate.

What does a candidate receive on successful assessment?

The Spirit Retail Certificate - a national qualification awarded by the BIIAB.


The Spirit Retail Certificate can be used as part of the AQ Diploma portfolio.

Spirit Retail Certificate

Course units

Spirit Retail Marketing Strategy:

  • The macro spirit market
  • The micro (customer) market
  • Spirit marketing strategy

Product Range, Profit and Pricing:

  • Tailoring product range
  • The product lifecycle
  • Profit opportunities
  • Creative pricing


  • Principles of merchandising
  • Space planning
  • Impulse and demand products
  • Impact displays

Selling and Presentation:

  • Face to face selling techniques
  • Product knowledge
  • Drinks service


Who is this qualification suitable for?

Manager/Assistant Manager/Tenant/Lessee




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