As part of its recently-launched Guinness Quality Accreditation scheme, Diageo is sending representatives to pubs and bars across the UK to deliver staff training on how to pour a perfect pint of Guinness.
The representatives will carry out full checks on the pour and taste of the pint.
The ‘quality executives’ will also carry out full quality checks on the pour and taste of the pint, and install the new ‘magic behind the gates’ font.
Operators of participating outlets will receive a certified accreditation plaque, to display in their venue after meeting certain quality criteria, including hygiene, glassware and serve; point of sale material, including beer mats and bar runners, will also be distributed.
The first phase of the quality programme, which launched last month and runs until the end of June, aims to target 3000 managed, leased and tenanted outlets. Diageo said its sales executives will visit an additional 3000 independent pubs during this time to distribute the POS.
From June, the drinks giant said it will continue to roll out the accreditation programme alongside the new font.
The activity will be backed by the ‘Made of More’ marketing campaign.
Guinness master brewer Fergal Murray said the new quality accreditation scheme is designed to show customers which pubs serve quality Guinness.
“Guinness is a mark of quality, and a pub serving quality Guinness is a quality pub,” he said.
Outlets meeting the criteria will receive a certified accreditation plaque.
“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.
“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.”
Image – It’s official: outlets meeting a number of quality criteria will receive an accreditation plaque.