Some £1.3m of that will be spent specifically on a scheme called Pint Perfection, which will roll out across the UK from next month, and include visits to more than 5,000 outlets by 33 ambassadors who will train barstaff in the art of pulling a decent pint.
The rest of the investment will be spent on glassware, drip mats, skimmers and promotional activity.
The initiative focuses on Heineken’s Foster’s, Heineken and Strongbow brands but is designed to be a full category approach to improve the quality of draught pours across the board.
“We are aiming to reach 50,000 barstaff this year to show them clearly the difference pouring a good-quality pint every time can make to the consumer experience but also to the bottom line,” said Susie Matthews, draught quality development manager.
The training programme has been trialled for the past three months and several regional and national pub chains have also signed up to include the scheme as part of their in-house training.
Participating outlets will receive three training sessions between now and March 2014, two quality audits to make sure that high standards are being met, a mystery-shopper visit and equipment.
“There are many licensees who have pulled pints for decades and think they don’t need help, but during trials we showed that not only can they improve their pint-pouring skills but by doing so, they boost their business because the venue gets known as somewhere you can get a great pint,” Matthews added.