New HEINEKEN Training Platform Set To Help Licensees Achieve 'Pint Perfection'

7th June 2013

HEINEKEN, the UK’s leading cider and beer business, has announced the launch of a new training programme, Pint Perfection. With draught beer and cider delivering 89% of total on-trade sales volumes, the new initiative has been developed to give bar staff the confidence to deliver the perfect pint and help tap the incremental sales opportunity the category presents.

Backed by a £4m investment, the activity will see HEINEKEN work with over 50,000 bar staff across the UK to deliver ‘Best in Glass’ quality to every customer, every time. While the activity focuses on the perfect pouring techniques for leading beer and cider brands Foster's, Heineken® and Strongbow, Pint Perfection is designed to take a full category approach to improve the quality of a licensee’s total draught portfolio.

The importance of draught

Led by a team of 21 Brand Ambassadors, the programme will begin this month and run over an 18 month period. The training will initially be available to nominated draught-led independent free traders and Star Pubs & Bars tenants and lessees. Participating outlets will be offered continuous training and development, while being monitored against pre-agreed standards of cellar management, dispense and presentation.

Recognising the high levels of staff turnover traditionally seen in pubs and bars, the training modules will take place over three periods of the year to ensure that outlets are continuously serving HEINEKEN brands in perfect condition. In-depth training will cover pouring technique, glassware, storage and the overall customer experience.

Train the Trainer

Tailoring the programme to suit a range of different customers, HEINEKEN will also offer training sessions for national pub groups, which will be delivered by their own in-house training teams. Designed to help these customers develop their beer and cider offering, the Train the Trainer sessions will ensure a quality draught pour every time. Training will be adapted to meet national customers’ specific needs and ensure Pint Perfection is delivered across their estates.

HEINEKEN’s investment in product quality will extend to providing licensees with the ‘tools’ they need to deliver the perfect serve, including branded glassware, drip mats and skimmers.

Rewarding bar staff

Helping to incentivise bar staff and publicans, rewards will operate across all areas of the programme. Outlets signed up to the HEINEKEN’s Pint Perfection training scheme will be mystery shopped and rewarded for pouring the perfect pint. Top performing staff will be allocated a place in HEINEKEN’s dedicated Hall of Fame on the Pint Perfection page on Facebook.

A passion for quality

Andrew Turner, Category and Trade Marketing Director (On-Trade) at HEINEKEN, said: “Passion for quality is embedded throughout the HEINEKEN business and stems from the belief that if we are not passionate about our brands and their quality, why should our customers and consumers be? Product quality is not just something we do – it is an inherent part of who and what we are as a business.

“We want to instil this unmitigated passion for beer and cider quality in the people to whom we entrust our brands and, to this end, we developed Pint Perfection; a new training programme designed to provide licensees with the knowledge and tools they need to deliver the perfect serve. The draught beer and cider drinking experience is the on-trade’s greatest USP and a key factor when it comes to driving sales and footfall. We’re confident that our targeted approach and bespoke training sessions will not only engage our customers, but ultimately engage consumers, driving sales and footfall, and driving growth of the Beer and Cider category as a whole.”

To find out more about HEINEKEN’s Pint Perfection scheme speak to your local Sales Representative.