WITH tourism serving as one of Jamaica’s most powerful economic drivers, a new training programme aimed at one of the industry’s critical needs — raising service standards while creating stronger economic pathways for workers on the front lines — is now underway.

Launched at the iconic Rick’s Café in Negril, the ‘Brewtender Training Programme’ introduced 19 bartenders, carefully selected from the local hospitality sector.

The programme — designed by Red Stripe and the Desnoes & Geddes (D&G) Foundation as part of its Learning for Life skills development initiative — builds on a legacy of training more than 18,000 young Jamaicans with regionally accredited qualifications.

Brewtender is a national service training model that focuses on equipping bartenders with high-demand soft skills, cultural fluency, and customer engagement techniques that have the potential to improve both performance and earnings.

“Bartenders are cultural ambassadors and economic drivers, often the first and most lasting impression of Jamaica,” said Dianne Ashton-Smith, director of the D&G Foundation and head of corporate affairs at Red Stripe.

“By investing in their skills, we’re elevating the guest experience, strengthening the heart of our tourism sector, empowering individuals to build better futures, and passing on a deeper sense of national pride through every interaction,” added Ashton-Smith.

Participants receive hands-on training in areas such as advanced mixology, upselling, guest interaction, and cultural storytelling. A signature feature of the programme is the ‘History Jeopardy’ module, which deepens awareness of Jamaican heritage and includes the legacy of one of the country’s most iconic beer brands.

“This training really inspired me,” said bartender Shanna Morris. “It made me believe I can do more and be more. I feel more confident talking to guests, and I know that can lead to better tips. But it also gives me hope that I can build a better life for myself and my family, and help others do the same,” added Morris.

Beyond the individual gains, the programme aligns with Jamaica’s broader tourism development goals; supporting the country’s global reputation for warm, authentic service and immersive cultural experiences.

It complements other local efforts, including The Red Stripe Experience, an interactive installation at Rick’s Café showcasing Jamaican creativity through art, music, and digital storytelling.

The Brewtender Programme is set to roll out in Kingston this August, where 80 additional bartenders from well-known entertainment venues such as Tracks & Records, Peppa Thyme, Chive, and Janga’s Soundbar will join the training.

Graduates receive a recognised certificate that is now acknowledged by select hospitality partners. This credential qualifies bartenders to work in Brewtender-certified accounts and enhances their appeal in a competitive job market, improving employability, guest satisfaction, and service excellence across the sector.

Ultimately, initiatives like Brewtender highlight the value of collaboration between business and community, demonstrating how targeted skills training can drive economic opportunity, uplift families, and contribute to national development.

D&G Foundation accountant Dennis Beckford serves samples of freshly poured Red Stripe during the kick-off session of the ‘Brewtender Training Programme’ at Rick’s Café. The immersive training blends product knowledge with hands-on hospitality skills — right at the heart of one of Jamaica’s most iconic tourist destinations in Negril.