Stella Artois to double the size of its Connoisseurs programme next year

“The Stella Artois Connoisseurs Programme reflects our commitment and appreciation for genuine quality,” said Andy Logan, Stella Artois marketing manager.

“We are delighted with the support we have received from the on-trade, with the uplift in sales confirming our belief that this is the right approach.  We hope to build on this success in 2014 as the demand for perfectly served Chalices of Stella Artois continues among consumers.”

It claims sales of Stella Artois have increased by 10% in participating outlets and says the scheme has contributed to a 4.2% year-on-year increase in UK volumes this summer.

“Andy Logan, Stella Artois marketing manager said: “The Stella Artois Connoisseurs Programme reflects our commitment and appreciation for genuine quality. We are delighted with the support we have received from the on-trade, with the uplift in sales confirming our belief that this is the right approach.  We hope to build on this success in 2014 as the demand for perfectly served Chalices of Stella Artois continues among consumers.”

Some 200,000 chalice glasses as part of the scheme, alongside other equipment such as branded skimmers, cups and drip trays

The programme, which was launched last February, consists of barstaff training on the “pouring ritual,” and mystery shopping visits to ensure standards are maintained.