The new Quality Accreditation Programme consists of training on pouring the perfect pint of Guinness, quality checks, PoS and, in half the venues, installation of the new Guinness font, which was revealed in December.
Venues that do well will be awarded an accreditation plaque, which they can display to show they serve great quality Guinness, said Guinness master brewer Fergal Murray.
“Guinness is a mark of quality, and a pub serving quality Guinness is a quality pub. At Guinness, we are proud of our pint, so we want to spend our time investing in trade outlets, giving our customers the tools, tips and items they need to drive sales.
“With over 3,000 pubs and bars to visit before the end of June, it’s not going to be an easy task, but from this week Diageo Quality Executives based all over the UK are already starting to make it happen. Our main aim is for consumers to know that when they visit a pub, if it has the plaque, they know they are going to enjoy a perfect pint of Guinness.”
Brand owner Diageo has also invested in a consumer marketing campaign to support the initiative, under its new “Made of More” slogan.