Draughting in the beer Masters

Stella Artois quality accreditation scheme is launched

Stella Artois is looking to put the spotlight on beer quality with its new programme

THE firm behind Stella Artois is looking to improve the quality of beer poured in pubs across the UK with its new initiative, Draught Masters.

Budweiser Brewing Group (formerly AB InBev) has partnered with Beer Marque, an independent accreditation scheme recently launched by Cask Marque to raise handling and service standards in pubs, to deliver the scheme and is calling on operators to sign up to the programme “to receive invaluable training to help boost quality credentials and drive rate of sale”.

The programme is described as an “interactive initiative” which aims to educate bar staff on all aspects of the bar so as to overcome any issues arising from poor beer and cellar management, resulting in “upskilled staff giving a better standard of beer service to customers”, according to the brewer. The initiative also offers participating operators the chance to sign up for Beer Marque accreditation at a discounted rate (£95 instead of £195). Beer Marque’s five-star rating assessment comprises testing of cellars, head size, bubble cling, pour, glassware and more.

Rory McLellan, on-trade sales director at Stella Artois parent firm Budweiser Brewing Group, said: “We have big ambitions when it comes to growing the beer category, championing our nation’s iconic beer 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. 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.”