Heineken has been brewing premium quality beer since 1864. But at the bar, consumers do not always get the quality they have a right to expect. In fact, most bartenders make mistakes that adversely affect the quality of Heineken draught beer.

That's why Heineken developed Star Serve. A full 360, through-the-line, global draught beer quality programme that optimizes the draught beer drinking experience worldwide. Encouraging consumers to reorder, revisit and recommend; motivating and professionalizing bar staff; and increasing draught beer sales.

The philosophy behind Star Serve is simple: with the right training, equipment and support for outlets, consumers anywhere will enjoy the same high quality when they experience a perfectly poured Heineken draught beer.

The unique element in this call-for-entry film is its soundtrack, which consists entirely of real sounds made during the pouring of a perfect glass of Heineken draught beer.

Heineken Internally

The Heineken Star Serve programme won the Brand Building Award 2012. A prestigious internal global award honoring the best brand innovation, brand activation, brand communication, and customer marketing campaigns.

Customer

Since the introduction of Heineken Star Serve, the programme has trained over 45 draught masters and sent them to the 50 markets where Heineken draught beer is served. These ‘ambassadors of quality’ have already trained bar staff in almost 5000 Heineken outlets. Creating over 45,000 well-trained bar professionals.

Sales

Total volume increase in markets varies from 3.5 % in Ireland and 6% in the Netherlands, to 12% in Singapore and 20.6% in Slovenia.

Consumer

Facebook activation (3 weeks) in The Netherlands: 80,238 visitors | 20,066 played the game | average time on page 1.54 minutes.

Mystery shopper activation Singapore: from 140 volunteers, 25 mystery shoppers were selected. Together they generated €80,000 of free publicity.