Quality accreditation scheme for Guinness in bars

GuinnessDiageo GB is carrying out a new “Quality Accreditation” programme for Guinness, offering training and support for bars and pubs, alongside roll-out of its new font.

Representatives will visit outlets to install the new “Magic behind the gates” font which was unveiled late last year with an eye-catching design inspired by the St James’s Gate Brewery in Dublin, the home of Guinness.

At the same time, “Diageo quality executives” will spend time in each outlet providing training in how to pour a perfect pint of Guinness and running full quality checks on the pour and taste.

Outlets will then be presented with a certified accreditation plaque for displaying in the bar. They will also receive point-of-sale items such as beer mats and bar runners that will communicate the quality message.

The executives will have visited about 3,000 managed, leased and tenanted outlets by the end of June after the launch of the programme this week. Sales executives will visit another 3,000 independent pubs and bars to provide point-of-sale materials.

The next stage of the programme will continue “on an even bigger scale” from June onwards.

Fergal Murray, Guinness master brewer, said: “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.”

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