Sandeman, recognized worldwide as one of the most prestigious and iconic Port wine brands, is strengthening its position in the world of mixology by partnering with the European Bartender School (EBS), the largest global network for bartender training. This collaboration makes Sandeman the official Port wine brand used in EBS’s three main courses: the International Bartender Course, the Advanced Bartender Course, and the 2-Day Mixology Course. Through this partnership, Sandeman ensures that its range of wines will be introduced to a new generation of bartenders, promoting their integration into the creation and preparation of innovative cocktails.
In line with its commitment to continuous renewal and to combining tradition with innovation, this partnership marks a strategic step for Sandeman in promoting a diverse and unconventional approach to enjoying Port wine. The unique characteristics of its wines—Sandeman Apitiv Reserve White, Sandeman Founder’s Reserve Ruby, and Sandeman Tawny 10 Years Old—will serve as a source of inspiration for students, who will learn to explore their potential in various mixology contexts. This initiative not only strengthens the brand’s visibility but also helps shape new trends in the industry, positioning Sandeman as a versatile and world-class choice.
Filipe Gonçalves, Chief Marketing Officer at Sogrape, notes: “This partnership with the European Bartender School is more than just an opportunity to promote Sandeman in the world of mixology. It represents a strategic step toward our ambition to expand the consumption of Port wine to new audiences and occasions. By integrating our products into bartender training programs around the world, we are training brand ambassadors and consolidating our presence as a premium, versatile, and relevant choice in the industry on a global scale.”
Gavin Wrigley, Head of Education at the European Bartender School, states: “Bartender education is the key to progress in our industry and the first step toward shaping new standards. EBS is proud to partner with Sandeman, which clearly values both innovation and education as much as we do. By equipping the next generation of bartenders with knowledge and an appreciation for exceptional products like those from Sandeman, we are not only investing in the future of individuals and the bartending industry, but also celebrating a heritage with centuries of history and shaping the culture.”
The partnership with EBS coincides with the opening of the EBS school in Lisbon, thereby strengthening Sandeman’s presence in the Portuguese market as well.
The perfect tasting experience for Sandeman wines is intrinsically linked to their correct serving temperature, as each category reveals its best qualities under specific conditions. Sandeman White should be served between 10°C and 12°C; Ruby shines when served between 14°C and 16°C; and Tawny, due to its complexity, reveals its full potential between 12°C and 16°C. These wines can be enjoyed in either wine glasses or cocktail glasses, depending on the preparation, while always preserving their unique characteristics.
The Sogrape Wine Academy also contributed to the official manual of the European Bartender School (EBS) by writing the chapter on Port wine, further reinforcing Sandeman’s commitment—as part of Sogrape—to the education and global promotion of Port wine.
About Sandeman
For over two centuries, Sandeman has based its success on an exceptional capacity for innovation, combined with deep expertise passed down from generation to generation. Its founder was George Sandeman, an ambitious Scotsman from Perth who launched the business in 1790 in London.
More than 230 years after its founder’s creative vision, Sandeman remains a brand that continues to reinvent itself and deepen its commitment to combining tradition with the quality and superior elegance of its wines. These commitments make Sandeman the most universal Port wine brand, offering exceptional wines from Jerez, Madeira, and Brandy.
About the European Bartender School
Founded in 1999, the European Bartender School (EBS) has expanded globally and currently operates more than 20 bartending schools across five continents. Over the past 20 years, more than 80,000 students have attended its courses, many of whom have achieved remarkable success in their careers. With training centers in 20 countries across Europe, Asia, North America, Australia, and Africa, EBS is the world’s largest bartending school in terms of both student enrollment and number of institutions. Its International Bartending Course is recognized as the most comprehensive in the industry, providing excellent practical and theoretical training, which ensures that EBS certificates are respected worldwide.