Labatt opens its new Chicago beer academy

by Molly LaBroad

Labatt USA has announced the opening of its new Beer Academy, an educational center designed to provide training for Labatt USA wholesalers and retailers.

The Academy is housed within the new Metropolis Performing Arts Centre, outside of Chicago in downtown Arlington Heights.

"The opening of the Academy allows us to invited our key contacts and personnel into an environment that is true and authentic to our brand portfolio. We're happy to provide this resource with the goal of building education ultimately to the consumer," reported Joe Warnstedt, Beer Academy Manager.

Warnstedt said the Academy takes up all 9500-square feet of the third floor of the Metropolis Performing Arts Centre. In its reception area, the reception desk is made out of oak Belle-Vue Lambic casks. According to Warnstedt, the 1800-square foot Auditorium is equipped with instant polling capabilities at each seat in the theater. There are two drop projection screens in the front of the room, the floor is laid with acoustic tiles and there are three multi-media conference rooms for smaller groups.

The academy includes several theme bars, based on the varied brands in the Labatt portfolio.

In the northeast corner of the Academy, the "North American" bar is designed with hardwood floors, brick walls, butcher-block tables and an exposed ceiling to reflect a classic American bar. The room comes complete with a pool table, fireplace and big screen TV. The North American bar features Labatt Blue, Labatt Blue Light, Rolling Rock and Rolling Rock Light on draft, and other selections available in bottles.

The "European Bar" is designed in the style of an English pub, with mahogany walls, a glass-backed bar with a large chalkboard listing the brands available, a dartboard, a red phone booth from London and a large Belgian clock that hangs in the center of the room. This bar is the setting for the training of, what Labatt USA calls, "The Perfect Pour." The selection and cleaning of glassware will also be taught within the European Bar. Beers on draft include Stella Artois, Lowenbrau and Hoegaarden, with others available by the bottle.

The "Mexican Cantina" is the third bar in the Academy, which Labatt USA says is "bathed in the colors of the sun." The bar top is made up of hand cut tiles from Mexico, and the room is complete with Spanish tile walls and terra cotta flooring. Tecate, Dos Equis, Sol and Carta Blanca will be served here.

In addition to these three bars, there is an al fresco rooftop cafe, which has a Belgian outdoor cafe, a cantina and a barbecue, to echo the interior themes.

Class topics at the Labatt Beer Academy will include pouring techniques, bar equipment problem-solving and simple repair, in-depth product background, and brand and category management.

The company said that more specific training topics will be added throughout the year.