The programme aims to grow sales for existing Staropramen stockists by improving both the quality of the serve and improving bars’ staff appreciation of the brand’s heritage.
Those staff taking part will be shown how to pour and serve Staropramen with a distinctive ‘Prague head’. Created using the bespoke tap on the Staropramen tap font, the tight foam head keeps in the beer’s flavour and carbonation all the way to the bottom of the glass.
The initial half-day training will be followed up by mystery shopping and refresher visits. Outlets which pass the full programme will receive exclusive POS including branded glassware, staff shirts, as well as etched plagues and chalkboards which let customers know they are drinking in a Staropramen certified establishment.
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A similar programme in Sweden has seen more than 200 bars receive training, generating a rate-of-sale increase of around 30%.
David Scott, director of brands & insight at Carlsberg UK, said: "Staropramen is the best-selling Czech lager in the UK on-trade, commanding a premium price over other brands and generating a high rate of sale.
"The Staropramen Academy training programme will create a top tier of flagship outlets for the brand which will help to further build Staropramen’s credibility with beer enthusiasts."