03/02/2021
Redesigned to be bigger, better and smarter with more support for the on trade, the new Stella Draught Masters Programme celebrates the perfect pour and heroes the chalice whilst driving value with increased sales of premium Stella Artois draught.
The all-new Stella Draught Masters is a two-phased programme that educates staff and provides the tools needed to increase sales in the current climate. The tools include serve and service training videos on how to boost profitability in addition to footfall and sales driving assets with an exclusive consumer promotion.
In phase one of Stella Draught Masters, outlets are invited to join the programme. After signing up, the outlets whose staff watch educational videos on serve, pour and more will be assessed by a field team. After this stage, successful outlets will receive limited edition chalices and benefit from a consumer promotion.
Consumers see premium POCM and are encouraged to buy a Stella Artois draught. To enter, they upload a shot of their chalice using a web-based scan-to-win app and are asked to rate the quality of the outlet’s serve. Winners receive premium prizes, and the best reviews are designed into branded social posts for outlets.
Once outlets sign up for training, they simply send their staff’s email or WhatsApp details for onboarding. To access the training resources, staff log in to the microsite and watch short videos within a set timeframe. Subjects range from reducing keg wastage and wait times to improving service and outlet profitability.
All staff complete training. It's available to any new staff and all furloughed/non-working staff are invited to complete it and receive a prize for doing so. Training is easy to access and designed to improve standards as part of the Stella Draught Masters programme that champions quality for customers and consumers.