CHECK
Heineken® Star Serve Ritual
The Value of Quality Draught
More Perfect Pours
S3»'*"
STEP 1 STEP 2 STEP 3
STEP 4
STEP 5
It was the unbeatable combination of a perfect pour and the
magical use of dry ice cascading from the serving tray that lead
to Sander van der Veenenhof from the Netherlands receiving the
winner's trophy and an all-expenses-paid trip to the city of his
choice. "The Global Bartender Finals has been great for my pub
and for me," said Sander. "I really felt the pressure of delivering a
home turf win and I'm so happy to achieve it."
At the heart of the Global Bartender Finals is an emphasis on top-
quality Fleineken® draught beer. Accounting for approximately
10% of Fleineken® total beer volume, with more than 3 million
hectolitres sold in more than 50 countries every year, draught beer
is a key part of HEINEKEN business.
that outlets around the world can follow to deliver top-
quality draught Fleineken® to consumers.
Star Serve only works if outlets are fully engaged with it.
Fleineken® provides ongoing support for all partner outlets,
including advice about equipment, regular service checks,
merchandise and training for owners, managers and bar
staff delivered exclusively by Fleineken® draught masters.
The Global Bartender Finals plays a valuable role in the
Star Serve programme, creating excitement and reward
around the ritual. The success of the competition inspires a
continued commitment to spread the Star Serve message.
One major factor affecting the success of draught beer is the way it
is poured and presented. A properly executed pour leads to a better
tasting beer and improved consumer experience. Star Serve is also
proven to boost draught beer sales - the only reason a customer
orders a second beer is because of the quality of the first.
To ensure more perfect draught beers are poured,
Fleineken® will continue to inspire energy and enthusiasm
for Star Serve through regular innovations and activities.
Ultimately, quality is a not a destination - it's an on-going
journey.
The Fleineken® Star Serve ritual was introduced in 2012 to help
improve the quality of draught beer. It includes five simple steps
Connect with your local Star Serve contact for more
Information, or email Nikki.vandeijzen@heineken.com
Editions 201 World of HEINEKEN 23
