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@ To educate and inspire bartenders about Pilsner Urquell

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@ To ensure that Pilsner Urquell is always served in the

correct way

@ To encourage key outlet staff (Bartenders/Managers) to

recommend Pilsner Urquell to their customers and thereby
generate enthusiasm, interest and loyalty amongst opinion
leading consumers who frequent their outlets
 
   

 

@ Miller Brands (UK) commissioned independent research in

100 target outlets to understand current levels of training
and bartender needs
@ The figures suggest that there is virtually no information or
training given to bartenders on beer brands
(how to properly serve them, how they are brewed, the key
ingredients and basic brand talking points
(Taste, Heritage, etc.)
¦ Only 6% said they had received training from a beer
brand, compared to 49% from other drinks brands
(Spirits, Wines)
¦ 
  
  


 

    
   

 
   

 

@ Bartenders are expected to learn ´on the jobµ about the

beer brands they serve whilst training is favoured towards
higher priced drinks (e.g. cocktails and premium spirits)
@ Research suggests a sustained campaign of support is high
on the bartenders agenda:
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Stage 1: Induction and Registration

@ Bartenders are trained, in outlet, by our sales team and are given a
quick, multiple choice 10 question induction test. Those
bartenders who achieve a 10/10 score automatically receive a
welcome gift from Pilsner Urquell. Our Customer Development
Executives (CDE·s) then register inducted bartenders onto the
Master Bartender Programme
Stage 2: Modules 1 and 2
@ Bartenders will receive, by post, two 30 minute paper-based
modules for completion educating them about the history,
heritage and authenticity of the brand (module 1) as well as the
storage, maintenance and how to perfectly serve Pilsner Urquell
(module 2). On completion of both modules, with an 80% or
higher score, bartenders receive another unique gift
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Stage 3: Mystery Shopping

@ Bartenders who have completed & returned their module training
will then be appraised on their knowledge and enthusiasm for
Pilsner Urquell through mystery shopper visits
Stage 4: Award
@ The 10 highest placing bartenders in the competition will then be
selected to participate in the Pilsner Urquell UK Bartender of the
Year Award in September 2009
@ The National winner will go on to compete for the International
Pilsner Urquell Master Bartender competition in Berlin, Germany
in October 2009

Benefits
@ Proven to increase ROS by at least 1 keg (50L)/week in
participating outlets

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@ Account stocks Pilsner Urquell on draught

@ CDE trains bartenders in outlet as part of our Pilsner
Urquell 5-star draught outlet support package
@ CDE tests bartenders knowledge with a quick, 10 question
multiple choice test
@ Bartenders obtaining 10/10 on the induction test
immediately receive a £20 HMV voucher


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@ Module 1
The History and Brewing Process of Pilsner Urquell

@ Module 2
Caring For and Serving Pilsner Urquell

@ Gifts upon completion of the modules include:

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@ Bartenders who complete their induction as well as the

paper-based modules will be mystery shopped in their work
environment
@ They will need to:
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@ The 10 top bartenders (judged from results from their modules and
mystery shop) from the UK will be invited to take part in the UK
Pilsner Urquell Master Bartender Awards in September 2009
@ Bartenders will need to demonstrate:
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@ The National winner will go on to represent the UK at the

International Master Bartender Awards to be held in
Berlin, Germany in October 2009
@ The International Pilsner Urquell Master Bartender of the
Year is immortalised in the Hall of Fame at the Pilsen
Brewery