Product Quality at the Heart of Stella Artois Success Story
In its biggest on-trade push of recent years, Stella Artois is helping retailers tackle the key business challenge of product quality with a series of industry initiatives.
Spearheaded by the Draught Master events - designed to illustrate the very best bar standards - it is underpinned by a massive package of trade activity to encourage as many bar staff to strive for the "perfect" serve.
The Stella Artois Quality Training programme is helping bar staff raise their game and increase profit margins by delivering customers a beautifully-served chalice glass every time.
The programme provides guidance on beer styles, beer and food matching and, crucially, Stella Artois dispense to encourage bar staff "to create something beautiful". Kits featuring training materials, skimmers, coasters and drip catchers are now also available.
Rachel Gough of après bar in Stafford was one of many to praise the training. "It got me interested in the beer I serve and I will be going back to my outlet to continue the training." "I have learnt a lot about Stella Artois and am now confident about describing and recommending it to customers" says Charlotte Brittain from The Royal Sovereign.
Stella Artois has also provided practical advice on dispense and presentation through a series of master classes attended by more than 500 people.
TV, digital and poster advertising is emphasising the pouring ritual associated with Stella Artois and the integral role of the iconic chalice glass.
One in four pub customers say they won't buy another drink if the service is poor* - so the commercial importance of quality cannot be stressed enough.
* TNS Alcovision
If you wish to stock Stella Artois - please ring 0870169 69 69.
