Town & Country developed an ongoing retailer education program called Retail Beer 101 & 201. Our Level II Cicerones lead these classes which are generally attended by our large, on-premise buying groups but are open to a broad spectrum of retailers. The program is specifically tailored towards wait staff and employee education, and consists of a two hour food and craft beer pairing. Generally we introduce these employee groups to three or four specific breweries, then educate them on various styles and flavors of beers. These courses help to transfer our passion and knowledge for great beer to our retailers and their staffs which ultimately connects to consumers. Our education seminars are currently offered on-site at retail accounts in order to facilitate the highest possible levels of employee participation. Since we view product knowledge at retail a key to success, we tailor our staff education agenda towards food pairings, samplings and shelf management.