2-3 November 2020 Business Design Centre

William Musgrave

Director at Beaux Consultancy

Head Trainer at Shaker Bar School

William Musgrave photo

William is a passionate bar trainer and consultant. His story and timeline of experience is as diverse as it is unorthodox – from Head Bartender in trend-setting dive bars in central London, to Lead Consultant for premium and luxury hotel group Marriott. He has designed beverage programmes and managed events for prestigious clients such as Goldman & Sachs in venues such as Kensington Palace and the V&A and has been commissioned to develop F&B business models at both a national and multi-national level.

His style of consultancy is centred on the definition of the consummate bartender – one who amalgamates the literary, historical and scientific approaches to create both an immersive and educative learning experience. His results speak for themselves; as Head Trainer for internationally renowned Shaker Bar-School he has trained over 500 bartenders from over 30 countries and has a 100% pass rate, with over 70% of his student achieving Distinction or Honours grades; and as a consultant has designed numerous bespoke training programmes for international spirit brands and has been elemental in the creative development of cocktail menus at the highest level.

William’s parents – both English Literature & Drama teachers – encouraged him from an early age to read, express himself, learn from others and to value learning itself as a fundamental tool of self- improvement and awareness. This has shaped his own teaching style as a Bar Trainer; one based on emotional intelligence, passion, understanding, style and compelling theses. William is also an aspiring author and writer of short stories as well as a keen musician and admirer of fine art and photography.

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