Stella Artois Signs Up 5,000 Bartenders in Quest for Perfection Back to news

11th December 2013

– Participating outlets gain strong sales uplift

26 November 2013LONDON – More than 1,000 discerning on trade outlets have now joined the Stella Artois Connoisseurs Programme, giving over 5,000 members of bar staff across the UK the opportunity to enhance their skills and be trained in the art of delivering a perfectly poured Chalice of Stella Artois.

Results from the programme to date, which launched in February 2013, have seen Stella Artois sales increase by approximately 10 per cent1 in participating outlets. The programme reflects Stella Artois’ commitment to supporting operators in developing the skills and engagement of their workforce, increasing their profitability and providing a superior beer experience for their customers.

The programme has seen 200,000 Stella Artois Chalices distributed within the UK on-trade2 this year, accompanied by other bar materials including branded skimmers, cups and drip trays. The Chalice, which reflects hundreds of years of Belgian heritage, provides a superior beer experience for consumers by keeping Stella Artois cooler for longer and promoting better head retention.

The Stella Artois Connoisseurs Programme has also played a positive role in overall AB InBev UK performance, contributing to a 4.2 per cent year-on-year increase in UK volumes for the three months to 30 September3 and helping to increase brand equity.

The Stella Artois Connoisseurs Programme is focussed on investing in the on-trade to the benefit of bar staff, operators and owners, and delivering the perfectly poured Stella Artois to consumers.  A huge emphasis is placed on training and communications for staff, with every outlet visited by an ambassador. There are also financial incentives, as well as access to a bespoke website giving results and programme updates. To date, 75 per cent⁴ of participating outlets have been successful in their quest for perfection and have enjoyed the financial benefits of the programme.

As well as the training and financial incentives, the Stella Artois Connoisseurs Programme also provides  operators with glassware (the bespoke Stella Artois Chalice) and point of sale merchandise, which enable a premium and differentiated experience. Together this makes for a better quality of service for consumers, more sales and a happy, trained workforce.

Mark Simmonite, manager at Henry’s, Sheffield said: “We’ve experienced a noticeable sales uplift in Stella Artois since joining the Stella Artois Connoisseurs Programme, and witnessed an improvement in staff performance and motivation which is a clear testament to the incentives available. Not only has the programme’s bespoke training built on my staff’s existing skills, it has also changed consumer perception towards how Stella Artois should be served.”

Andy Logan, Stella Artois marketing manager said: “The Stella Artois Connoisseurs Programme reflects our commitment and appreciation for genuine quality. We are delighted with the support we have received from the on-trade, with the uplift in sales confirming our belief that this is the right approach.  We hope to build on this success in 2014 as the demand for perfectly served Chalices of Stella Artois continues among consumers.”

Due to the positive feedback from outlets who took part in the 2013 programme, Stella Artois is intending to double the number of participating outlets for 2014.  The programme is aimed at outlets that have a passion for quality and a desire for excellence in customer service.

Outlets can register their interest in joining the Stella Artois Connoisseurs Programme at by emailing and can find out more about the programme at


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1. APT Volumetric Model Wave 1 POCs: Oct 2013

2. ABI UK internal data provided by MDA

3. AB InBev Q3 Results: Oct 2013 –

4. Market Force mystery shopping data Oct 2013

Stella Artois Connoisseurs participants are subject to the programme’s terms and conditions.


For more information please contact:


About Anheuser-Busch InBev

Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD).  It is the leading global brewer, one of the world’s top five consumer products companies and recognized as first in the beverage industry on FORTUNE Magazine’s “World’s Most Admired” companies list.  Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers.  We invest the majority of our brand-building resources on our Focus Brands – those with the greatest growth potential such as global brands Budweiser®, Stella Artois® and Beck’s®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseröder® and Jupiler®.  In addition, the company owns a majority equity interest in the operating subsidiary of Grupo Modelo, Mexico’s leading brewer and owner of the global Corona® brand.  Anheuser-Busch InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852.  Geographically diversified with a balanced exposure to developed and developing markets, Anheuser‑Busch InBev leverages the collective strengths of its approximately 118 000 employees based in 23 countries worldwide.  In 2012, AB InBev realized 39.8 billion US dollar revenue. The company strives to be the Best Beer Company in a Better World.  For more information, please visit:

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