Heineken
PASSION FOR QUALITY
STAR SERVE
Quality
Sells
With the launch of Star Serve, a global draught quality programme, HEINEKEN is
ensuring that wherever consumers order a draught Heineken®, they get the quality
they've come to expect. The initiative is also increasing on-trade customers' turnover
significantly in the process. Quality really does sell.
C
ince 1864, the Heirieken®
l W brand has been synonymous
with quality. But the finest
ingredients and meticulous brewing
processes aren't always enough to ensure
consumer satisfaction, says Franklin van
den Bos, Trade Marketing Manager On-
premise Heineken®.
"We put a lot of energy and passion into
brewing the best beer possible, but to
deliver it to the consumer, the last step
- the last few centimetres between the
tap and the glass - is where things can
go wrong, like too much foam or dirty
glasses." Ward Goderie, On-premise
Activation Manager, concurs: "Bartenders
touch the beer with the taps, they serve
warm beer - it's unbelievable how many
things can, and do, go wrong."
In several markets, 80% of Heineken®
draught beer is not served according
to our quality standards. "With the rise
in consumers looking for quality when
deciding what to spend their money on,
on-trade customers who don't deliver this
are missing out on potential business,"
says Ward.
This is where the Star Serve programme
comes in. Providing key support - from
bartender training and technical evalua
tion to blind quality checks and staff
incentives - Star Serve helps outlets
to serve perfect draught Heineken®
every time.
HEINEKEN has always said that a quality
drinking experience delivers three sales
opportunities. The consumer purchases
Star Serve helps guarantee a
quality consumer experience
every time
Quarter 3 2012 World of HEINEKEN
