Birmingham-based Shaker UK is causing a stir with its new international office in Cape Town, following help from UK Trade & Investment.

Shaker UK, of Jubilee Centre, Pershore Street, delivers training in bartending to the hospitality industry. Its UK ventures include helping to set up the award-winning bar at the Kenilworth Hotel in 2005.

Established in 2001, Shaker UK now employs nine full-time and about 20 part-time staff and has an annual turnover of £350,000.

The company turned to UK Trade & Investment a year ago for help in setting up the South African business – its first overseas venture.

Shaker UK joined UK Trade & Investment’s Passport to Export initiative - a flagship scheme that gives new exporters the training, planning and ongoing support they need to succeed overseas – and is due to complete the programme shortly.

Through Passport to Export, the company has benefited from a package of support, inclusive of: a free export health check, attending an export workshop, assistance in formulating an international trade strategy and matched funding to help implement this strategy, quality training and mentoring advice, access to the full range of UK Trade & Investment services and membership of the Midlands World Trade Forum, the regional export club.

Managing director Adam Freeth said: “The advice, support and direction from our international trade adviser Mark Sankey at Birmingham Chamber of Commerce and Industry have been excellent.

“The support from Passport enabled me to go on two market visits to South Africa this year, which was fantastic. We found UK Trade & Investment’s commercial team at the British Embassy very helpful in providing local market knowledge.”

Adam has formed a partnership agreement with Nick Cursi, of Birmingham training organisation Purple Monster, who is in charge of the South African company.

Shaker BarSchool opened its Cape Town premises in October, employing two people, and has already delivered three five-day courses, including one for disadvantaged children. The company has linked up with a local charity to train 120 youngsters per year, with a view to giving them opportunities to work in the catering industry.

Adam added: “We have had excellent feedback from the courses – that we’re providing exactly what South Africa needs. Cape Town is an ideal location for tourists as the weather is perfect for sipping cocktails all day, but the local bar industry needs training to meet the standards of international customers.

“Our courses are different from other bar schools in that they have a 75 per cent practical weighting, the real thing is used when it comes to alcohol, fruit, herbs and juices, and our expert trainers are some of the best cocktail mixologists in the world.

“One of our Birmingham team, Anil Sabharwal, a UK bartending champion who has trained at least 2,000 people in the UK, has gone out to South Africa to lead the training there.

“Also, our recruitment service Shaker ProLink will be assisting British bartenders to work in South Africa and South African bartenders to work in the UK.”

UK Trade & Investment international trade adviser Mark Sankey, based at Birmingham Chamber of Commerce, said: “This is an excellent example of how the structure and support of the Passport programme can achieve export success. Adam Freeth’s personal drive and enthusiasm are also commendable.”

UK Trade & Investment’s services in Birmingham are delivered through Birmingham Chamber of Commerce and Industry, which has a full range of business support services including advice and information on business start-up, international trade, growth, information technology and workforce development.

For more information about how UK Trade & Investment can help your business expand into new markets abroad, contact the international trade team at Birmingham Chamber of Commerce and Industry on Tel: 0121 450 4205.

Picture caption: International trade adviser Mark Sankey (left) is pictured with Adam Freeth, managing director of Shaker UK.

For more details about Shaker UK Limited, contact the company on 08707 202877, or visit the website www.shaker-uk.com