We're a global leader in premium drinks, one of the most dynamic consumer categories.
About us
Academy vision
The Academy is the pinnacle training program that drives competitive advantage for Diageo and elevates salesforce expertise and excellence across the Spirits industry. ABL empowers graduates through a rigorous, immersive multi-year curriculum. As strategic advisors, ABL graduates combine category expertise and business acumen to create actionable insights, deliver exceptional business value, and drive sustainable growth.
Steve Rust, President of US Spirits, Introduces the Academy
Mark Schulte
Meet the Dean
The Academy of Beverage Leadership is the most dynamic leadership and capability training curriculum I’ve ever seen in my 40 years in the beverage alcohol industry. It continues to change the paradigm of how sales leaders make and develop a long-term business impact with retailers in every channel. It builds high-level business, category, and broad-based leadership skills, setting a new standard across manufacturers and wholesalers alike.
Mark is a 40-year veteran of the Beverage Alcohol Industry creating effective sales & marketing programs, growing talent and building brands for industry leaders Diageo NA, Pernod Ricard USA and Joseph E. Seagram & Sons. He started his career managing multiple sales markets across the country leading him to New York and several marketing roles in 1996.
His passion to build brands and achieve outcomes led him from Seagram to Pernod Ricard establishing the first-ever Relationship Marketing and Marketing Services functions providing competitive advantage against industry leaders. Mark's passion to grow his career with Industry leader Diageo took shape in 2003. He held positions in commercial marketing which led him to create the Diageo Customer Marketing function in 2007 building capabilities across Diageo Spirits, Diageo Beer and former Diageo Chateau & Estates Wine Company in Commercial Planning & Activation, Commercial Innovation, POS Production & Fulfillment, Commercial Capabilities & Training, Marketing Information Services, Category Development, On-Premise capabilities and more.
In 2016, Mark moved back into sales to establish Diageo's Strategic Accounts function across their largest customer base to drive high-level performance through enhanced capabilities, dynamic selling tools and strategic thought leadership. During his time he expanded teams remit, hired high performing leaders while growing a highly profitable business from $850mm to $1.4b.
Mark has also acted as General Manager-Canada (Interim), held board director positions, consults with United States Bartender Guild (USBG) and other businesses and enjoys working with highly talented team members acting as their coach and confidence builder to achieve outcomes driving business performance.
Mark is extremely excited about The Academy of Beverage Leadership Dean position and opportunity to add value through a new Industry leading capabilities program partnering with Diageo NA, Deloitte Consulting, Enthuse Marketing and The University of Michigan-Ross School of Business.
Key Numbers
345 Learners
Who participated in year 1 of ABL
99% Completion Rate
Based on the percent of learners who met Academy requirements and received their completion certificate
127% Knowledge Improvement
Across 9 priority learning areas, self-assessed on a 1 to 10 scale at the start and end of ABL.
97% Learning Objectives Met
Based on the outcomes from 16 surveys in which learners rated the effectiveness of the learning module
95% Learning Satisfaction
With their overall Academy experience curriculum content and relevance and instructors
ABL Program Differentiators
From the business curriculum to the bespoke assessment methodology, the Academy has many elements that set it apart from other training programs in the industry.
ABL Business Curriculum
ABL is an industry education program developed in partnership with the University of Michigan Ross School of Business, which provides business leaders with a differentiated curriculum focused on business foundations.
Weekly Coaching Sessions
A small group of managers and directors serve as coaches and have been an invaluable resource to learners, meeting with small cohorts weekly to reinforce Academy learnings and provide guidance and mentorship.
ABL Certification Requirements
To earn certification from the Academy of Beverage Leadership, participants must complete all virtual and in-person learning modules, participate in coaching sessions, and pass a series of assessments including quizzes, individual business plans, and a capstone group project.
Testimonials
One of the most impactful learning experiences from ABL was the focus on business math application. It gave me the tools to better understand key performance metrics like profit margins, rate of sale, and volume thresholds—which directly supports my ability to be a true consultant to my retail partners. By using data strategically, I can now bring tailored recommendations that not only help grow their business, but also ensure our brands are sold the right way, with intention and long-term success in mind.
The most impactful learning experiences from ABL have helped me shift from a transactional mindset to a strategic, account development approach—especially when representing premium brands like Casamigos, Don Julio, and the broader Diageo portfolio. The training helped me better assess account potential, align brand priorities with business objectives, and craft tailored activation plans that drive long-term value.
The networking opportunities that ABL presents have been outstanding. Meeting new people both within Diageo and from other parts of the industry has broadened my perspective and enriched my professional journey. These connections have not only enhanced my understanding of the market but also fostered a supportive community that encourages continuous learning and growth.
Key Learning Moments
Immersive Brand Experience
Participants have the opportunity to experience Diageo brands first-hand through distillery visits and guided tasting experiences. These immersive moments help them understand how our brands are crafted, how they should be served, and how to bring those stories to life with customers.
Michigan Model of Leadership
The Michigan Model of Leadership highlights four core domains: sensemaking, relating, visioning, and inventing. Leaders use these interconnected skills to foster self-awareness, collaboration, strategic vision, and innovation, enabling learners to adapt, thrive, and lead effectively in changing environments.
Final Capstone Project
This project is the summative assessment of the Academy that brings together all the knowledge learners have gained. In this project, they demonstrate how they can best support their customers by being consultative sellers and category experts.
