Stella Artois invests in pub quality training scheme
Stella Artois has launched a new on-trade quality training scheme for bar staff across the country as part of its World Draught Master programme.
The Stella Artois Quality Training Programme aims to ramp up product and category knowledge and provide staff with the tools to pour a perfect pint every time.
One of the key aims of the course is to give staff the confidence to promote beer, get people back in pubs and spending more money by improving the overall pub experience.
There are three key elements to the training:
• Beer Application: providing staff with an understanding of different beer types to enable them to have the confidence to make recommendations
• Beer and Food: enabling staff to recommend appropriate beers for different menu options
• Perfect pour: teaching bar staff to deliver a perfectly poured Stella Artois in the correct chalice glass every time
Stella Artois training kits will be made available to licensed premises, which include training videos and materials, skimmers, coasters and drip catchers with the training initiative being followed up with Cask Marque certification and training support.
Outlets participating in the training will each be assessed by Cask Marque inspectors and the best will move forward to the UK National Draught Master on 13 October. The national winner will represent the country at the World Draught Master event which will be held in London on 28 October.
"The new Quality Training Programme from Stella Artois enables us to focus customers and consumers on the brand's brewing credentials, thus empowering pubs and bars throughout the UK to offer a superior drinking experience — which consumers now demand — and which will ultimately improve business profits," said Stella Artois marketing director Western Europe James Watson.
"We are investing significant resources into the Quality Training Programme and the World Draught Master activity as a whole because we believe that the perfect pour using the correct Stella Artois chalice glass is an intrinsic aspect to the best possible consumer drinking experience.
"In fact, we see significant rate of sale uplift when the correct chalice glass is used and Stella Artois is served according to the pouring ritual."
"The Quality Training Programme forms part of the broader global campaign for Stella Artois themed around the strap-line 'She is a thing of beauty' - the first elements of the poster and TV campaign have recently launched.
"The campaign takes as its cues the Stella Artois pouring ritual, and compares the ritual and presentation of Stella Artois with that of a beautiful woman - and shows the quality and care that go into both."
The on trade Quality Training Programme will be supported with a consumer element, which includes an outside poster campaign and an in-outlet promotion encouraging consumers to vote for their favourite outlet that pours a perfect pint of Stella Artois.
