AB InBev launches Quality Training initiative

Brewer AB InBev has upped its efforts to improve licensee training as part of its 2010 Stella Artois World Draught Master marketing plans.

The "Quality Training" initiative will cover three areas including beer application, beer and food pairing, and the perfect pour.

James Watson, Stella Artois marketing director for Western Europe, said: "The new programme enables us to focus on the brand’s brewing credentials, empowering pubs and bars across the UK to offer a superior drinking experience, which consumers now demand and which will ultimately improve business profits."

Beer application will help barstaff understand styles and help them explain to consumers the merits of different beers. Beer and food pairing will hopefully encourage the upsell of food with beer and the perfect pour element will emphasise the importance of pouring methods and glassware.

Training kits will be made available to pubs and the programme will run alongside the Stella Artois National Draught Master contest, to be held in October.

Ben McFarland, 27.09.2010