Sandeman Partners with European Bartender School to Promote Port Wine in Mixology Courses

In February 2025, Sandeman, a renowned brand in the Port wine industry, announced a partnership with the European Bartender School (EBS), the largest global network for bartender training. This collaboration designates Sandeman as the official Port wine brand for EBS's main courses: the International Bartender Course, Advanced Bartender Course, and 2-Day Mixology Course. Through this alliance, Sandeman aims to introduce its range of wines to a new generation of bartenders, encouraging their use in innovative cocktail creations. This strategic move aligns with Sandeman's commitment to blend tradition with innovation, promoting a diverse and modern consumption of Port wine.

The unique characteristics of Sandeman's wines, including Sandeman Apitiv Reserve White, Sandeman Founder’s Reserve Ruby, and Sandeman Tawny 10 Years, will serve as inspiration for students. They will learn to explore these wines' potential in various mixology contexts. This initiative not only enhances the brand's visibility but also contributes to shaping new trends in the industry, positioning Sandeman as a versatile and premium choice globally.

Filipe Gonçalves, Chief Marketing Officer of Sogrape, emphasized that the partnership with EBS is more than just a promotional opportunity. It represents a strategic step in expanding Port wine consumption to new audiences and occasions. By integrating their wines into bartender training programs worldwide, Sandeman is creating brand ambassadors and solidifying its presence as a premium, versatile, and relevant choice in the global sector.

Gavin Wrigley, Head of Education at EBS, highlighted the importance of bartender education for industry progress and setting new standards. He expressed pride in partnering with Sandeman, a brand that values innovation and education. By equipping the next generation of bartenders with knowledge and appreciation for exceptional products like Sandeman's, they are investing in the future of individuals and the bartending industry while celebrating a heritage with centuries of history.

The partnership coincides with the opening of an EBS location in Lisbon, further strengthening Sandeman's presence in the Portuguese market. The perfect tasting experience of Sandeman wines is closely linked to their correct serving temperature. Sandeman White should be served between 10°C and 12°C, Ruby between 14°C and 16°C, and Tawny, due to its complexity, between 12°C and 16°C. These wines can be enjoyed in a wine glass or cocktail, depending on the preparation, while preserving their unique characteristics.

Additionally, the Sogrape Wine Academy contributes to the official EBS manual by writing the chapter on Port wine, reinforcing Sandeman's commitment to global education and appreciation of Port wine. Sandeman's success over more than two centuries is rooted in its innovative capacity and deep knowledge passed down through generations. Founded by George Sandeman, an ambitious Scotsman from Perth, in 1790 in London, the brand continues to renew itself and uphold its commitment to combining tradition with quality and excellence.

Sandeman offers a range of wines, including Sherry, Madeira, and Brandy, maintaining its status as the most universal Port wine brand. European Bartender School, founded in 1999, has expanded globally with over 20 bartending schools across five continents. In the past 20 years, more than 80,000 students have attended its courses, many achieving significant career milestones. With training centers in 20 countries across Europe, Asia, North America, Australia, and Africa, EBS is the largest bartender school worldwide in terms of student numbers and institutions. Its International Bartender Course is recognized as the most comprehensive in the industry, providing excellent practical and theoretical training, ensuring EBS certificates are respected globally.