Stella Artois launches beer accreditation scheme

Almost three quarters (70%) of drinks sold in pubs are beer (according to the British Beer & Pub Association) and 90% of consumers said beer quality was very important or essential when choosing where to drink (from The Cask Report​).

Budweiser Brewing Group claimed if pubs and bars don’t get this right, it can damage the reputation of the venue, beer brand and brewer – ultimately, affecting the beer category as a whole.

It also stated 89% of consumers in the US and UK make decisions based on experience over price or product and are willing to spend more on premium experiences that are perceived to add value to their lives.

Draught Masters is a new interactive initiative that aims to set out to educate pub staff on all aspects of the bar to overcome the issues that arise through poor beer and cellar management.

In partnership

This will be completed through training, accreditation and rewards. It will mean bar staff will provide a better beer service to customers, resulting in a rise in footfall, improved rate of sale and a boost to reputation alongside helping to grow the premium category, according to Budweiser Brewing Group.

The initiative has been launched in partnership with Beer Marque – a new accreditation platform from Cask Marque.​

Budweiser Brewing Group on-trade sales director Rory McLellan said: “Quality is of utmost importance to us at Stella Artois with more than 600 years of brewing traditions.

“We have big ambitions when it comes to growing the beer category, championing our nation’s iconic beer community.

“So we have launched Draught Masters, in partnership with Beer Marque, to ensure a quality of service and a level of training across the beer and lager sector, in order to drive perceptions, rate of sale and footfall for our customers and community.

“We are the first brand to partner with Beer Marque and are passionate in pushing the beer quality agenda forward for the sector.”

First-class experience

Beer Marque director Paul Nunny outlined why the scheme had been introduced and how operators can use it.

He said: “We are incredibly excited to be working with Stella Artois. We are just launching Beer Marque, so to start our journey with a much-loved brand that shares our values for excellence is invaluable.

“Some 77% of consumers recognise Cask Marque as a sign of quality and Beer Marque has been launched to recognise venues that meet our strict five-star rating against quality, presentation and experience throughout the venue and serve process.

“It demonstrates to consumers they can expect a first-class experience from the venue.”