How to Pour a Draught Beer (Courtesy of
Heineken) http://cmpLx.it/mHGtio
Countin' on ya! MT skipped: In #NYC
for Heineken #StarPour Challenge. Could
win a summer's worth of beer for the
(<t MensHealthMag office.
Crushing loss to menshealth at the
heineken #starpour
NCB Ls at a draft pouring contest at
Heineken's offices in NY" #starpour. Wish
us luck!
drinking heineken at heineken
headquarters for #starpour
http://l0ckerz.c0m/s/lli006609
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beers offer the same quality,
the Company recently ran a
perfect pour training in New York
for consumer and trade media
publications. "While there is a core
group who has rediscovered the
whole ritual of quality draught beer,
there are still too many people
who have had a bad experience
with quality in the past and we
are focused on changing their
experiences and perceptions,"
explains Leanne.
Proven Quality
"By running this training for the
media, we wanted to demonstrate
that the perfect quality draught
beer isn't just marketing spin, but
a real science totally reliant on the
glass it's served in, and the way it's
poured, as well as the quality and
storage of the beer itself."
The training covered Heineken®'s
simple yet effective four-step
process to ensure optimal quality
and taste. The four steps explain
the technical side of serving
the perfect beer, including the
importance of the right amount
of foam to prevent oxidation of
the beer and how to skim the top
layer of foam away to remove any
bitterness. During previous blind
tastings between skimmed and
non-skimmed beer, consumers were
surprised about the noticeable
impact this had on the taste.
"There was a real competitive
element between participants from
the various publications as there
were prizes on offer for the best
poured beer," Leanne tells us. "The
winner received a David® Green
draught installation in their office
for the whole summer! During the
event, numerous tweets, read by
nearly half a million followers, were
sent by participants and colleagues
offering encouragement. This
added to the sense of competition
and excitement."
The event succeeded in spreading
the message about quality draught
beer. In total, the training was
covered in three articles receiving
over 500,000 impressions. A video
of the perfect-pour training posted
on MensHealth.com has also
received a staggering 1.6 million
hits to date, reflecting the interest
in this growing market. HEINEKEN
will be repeating the training for
press around the US in the coming
months.
The event succeeded in spreading the message about
quality draught beer. In total, the training was covered in
three articles which received around 500,000 impressions.
@worldsbestever
The Worlds Best Ever
World of HEINEKEN Autumn 2011
