Stella Artois Draught Masters
Challenge.
With over 600 years of brewing heritage in every chalice, everything about a perfectly poured Stella Artois is considered and curated. Stella Artois is served at some of the most iconic events in the UK including Royal Ascot and Wimbledon. Ensuring that Stella Artois is consistently served correctly is vital to the brand’s premium legacy. We were recruited to put together a team of Stella Draught Masters to implement the required standards.
Approach.
First we set about finding the perfect individuals to become Stella Artois’ new team of Draught Masters. It was a rigorous selection process, including face to face interviews, to source the right individuals who had the perfect balance of charisma, experience and skill. We then created an immersive training programme for the team to ensure they were trained to the standards that Draught Master status demands.
Solution.
A team of on-demand Stella Artois Draught Masters who toured the country ensuring Stella Artois was poured correctly at high profile events and venues. Our specialist event managers trained bar staff and consumers at various events including Ascot & Wimbledon. These sessions educated and challenged bartenders on improving beer quality and perfect pour within outlets and consisted of bar and cellar management training, handling of glassware, food pairing and pouring.