AB InBev has launched a national Quality Training initiative for UK pubs and bars as part of its 2010 Stella Artois World Draught Master marketing plans.
The training will be based on three core areas:
- Beer application providing barstaff with a rounded understanding of styles and help them confidently explain to consumers the merits of different beers.
- Beer and food pairing encouraging staff to recommend appropriate beers for different dishes.
- The perfect pour teaching barstaff to deliver a perfectly poured Stella Artois in the correct chalice glass.
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."
The programme will be supported with a promotion encouraging consumers to vote for their favourite outlet that pours a perfect pint of Stella.
Training kits will be made available to pubs, which include videos and materials, skimmers, coasters and drip catchers and will be followed up with Cask Marque certification and training support.
The Quality Training programme will run alongside the Stella Artois National Draught Master contest, to be held in October.
The winner will represent the UK at the annual Stella Artois World Draught Masters, taking place in London on October 28.