Around the Net

InBev Wants Bartenders To Apotheosize Stella (Artois)

Stella, I mean, "Stella Artois" is trying to get bar staff to stop acting like Stanley Kowalski. Getting staff to use the full name is part of a marketing drive to promote the quality and craft of the beer in pubs and clubs across the UK. The "premiumisation" program includes the ritual of pouring the beer that sees bar staff use specially branded skimmers, glassware and and drip trays to emphasis the taste of the beer over its rivals. 

Read the whole story at Marketing Week »

Next story loading loading..