Budweiser Brewing Group-owned Stella Artois has unveiled a new accreditation scheme to drive beer quality and premium experiences across the UK on-trade.
To launch the Draught Masters programme, the brand partnered with Beer Marque, an independent accreditation platform from Cask Marque that provides a comprehensive rating assessment consisting of the testing of cellars, head size, bubble cling, pour, glassware and more.
The new interactive initiative sets out to educate bar staff on all aspects of the bar in order to overcome the issues arising through poor beer and cellar management, via training, accreditation and rewards.
Stella Artois’ Draught Masters consists of four key components: the Draught Masters website, providing video guides and top tips to improve beer quality and the experience for beer drinkers; premium training kits and events; the full accreditation scheme; and finally, a rewards scheme, offering bartenders who pour the perfect four-step pour pint the chance to win prizes.
As part of the programme, bars can sign up to the Beer Marque accreditation for just £95 (usually £195), with Stella Artois covering the rest of the fee.
Rory McLellan, on-trade sales director at Budweiser Brewing Group said: “Quality is of utmost importance to us at Stella Artois. We have big ambitions when it comes to growing the beer category, championing our nation’s iconic beer community.
“We’ve 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’re the first brand to partner with Beer Marque and are passionate in pushing the beer quality agenda forward for the sector.”
Paul Nunny, director at Beer Marque, added: “We’re incredibly excited to be working with Stella Artois. We’re just launching Beer Marque, so to start our journey with a much-loved brand that shares our values for excellence – a premium experience and top-quality beer serve – is invaluable.
“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 consumer that they can expect a first-class experience from the venue – something that we know Stella Artois is equally passionate about.”