Stella scheme aims for pour-fection

Stella Artois is launching a national “Quality Training” initiative for the UK on-trade as part of the run up to this year’s World Draught Master competition, held this year for the first time in London.

The training initiative is based on three pillars: firstly, the initiative will provide a framework for matching food and beer, helping staff to understand pairings between different beer varieties and flavours, as well as maximising profits in food-led pubs.

Secondly, beer application which will provide staff with a fuller understanding of the different types of beer available, allowing them to confidently guide the consumer through the various options and providing them with the skills to reccommend a trade-up.The third element focuses on teaching staff how to perfect their pouring technique.

James Watson, Stella Artois marketing director, western Europe, explains the importance of this last element: “Research shows that nine out of ten customers will order another drink if the first one is correctly poured, which is why Stella Artois Quality Training Programme focuses on providing bar staff with the tools to ensure absolute customer satisfaction.”

A perfectly poured pint is also in keeping with the brand’s current campaign that promotes the beer as “a thing of beauty”, heightening a respect for aesthetics in drink presentation.

“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,” said Watson.

On-trade establishments will be provided with training kits including educational videos, skimmers, coasters and drip catchers, and will bolstered with Cask Marque certification and training support.

The launch of the Quality Training programme corresponds with the imminent Stella Artois National Draught Master contest, held on 13 October, the winner of which will represent the UK at the 14th annual Stella Artois World Draught Masters, taking place on 28 October. The contest, launched in 1997, is a celebration of the Stella Artois pouring ritual.

The idea to use training programmes as a means to increase profits is not a new one, as demonstrated by the continuing growth of applicants at the WSET and private training companies, such as Vintellect.

As the variety of drinks available increases, staff are required to understand the differences in order to create a better service offering to customers.

Marinel FitzSimons, 31.08.2010