l Cheers: Sainsbury's beer buyer Fiona Bayley

January 30, 2005: Superstore Sainsbury is to become a silver patron of the Beer Academy - a not-for-profit organisation aimed at helping anyone interested in beer develop their knowledge.

Sainsbury's - the new sponsor of the International Beer Competition - is committed to using Beer Academy courses to improve the knowledge and skills of its off-liecence managers, as well as quality assurance, training and buying teams.

"We already make use of the Wine and Spirit Education Trust to help us with wine training and are delighted that the Beer Academy has been formed and is already making such an impact on beer education in the UK," said Fiona Bayley, Sainsbury's beer buyer.

"We see the Beer Academy as being an important factor in raising the standards of training and education in the industry and in increasing the profile and appreciation of beer."

Beer Academy chief executive Dr George Philliskirk added: "Sainsbury's now stocks 160 different beers, with a strong emphasis on regionality and a growing range of imported beers ... It's great to have Sainsbury's on board."