Stella Artois to bring perfect serve to Brewers Fayre and Brewsters

Stella Artois is bringing its 'perfect serve' campaign to Whitbread's Brewers Fayre and Brewsters pubs.

Brand owner Interbrew wants to build on the success of its Quality Training Programme for staff by highlighting to drinkers the key attributes of a perfect pint of Stella. This includes a branded glass, a temperature of 6-8 degrees Centigrade, and the perfect size head.

A range of point-of-sale material including banners, posters, chiller stickers, tent cards and promotional beer mats will be used in the food-led chains.

The aim is to allow customers to judge for themselves whether they are getting a quality drinking experience. Staff at all 390 Brewers Fayre and Brewsters outlets have been through training sessions with the Stella Artois Quality Programme training team to develop the dispense skills to deliver a consistent product. The training is being followed up with mystery drinker visits to gauge the success of the initiative.

Graeme Farrington, marketing manager at Brewers Fayre, says: "This activity will show our customers the importance we place on product quality and the emphasis we are putting on ensuring consistent high-quality dispense. It will help to raise their perception of the drinking experience in our outlets."

Colin Pedrick, managing director, on-trade sales at Interbrew UK, said: "Research shows that consumers are becoming increasingly quality conscious about what they drink, with four out of ten prepared to leave an outlet if the quality of the beer is poor. Giving people a quality experience is therefore essential if retailers want to generate repeat business."

Interbrew now has around 15,000 outlets across the UK supporting the Stella Artois Quality Programme.