On September 8, the second wave of the Heineken Star Serve program started in Moscow, the goal of which is to educate industry representatives on the correct pouring of Heineken Draught in order to guarantee the preservation of high quality from the moment of production to the moment of serving a glass of Heineken beer and to form a real culture of beer consumption.
Our editors were invited to the event, but since we are in Kharkov, unfortunately we were not able to visit Star Serve. Nevertheless, we could not refuse representatives of the Heineken company, whose beer is the standard of taste (without advertising), to publish a small press release of this event.
Every day, several million glasses of Heineken beer are drunk around the world. And the main reason to order a second glass is the constant quality of the first! To preserve the unique taste of each of them, Heineken specialists have developed a unique Star Serve program that can turn every glass of Heineken beer served at the bar into a work of art. In 2014, the Star Serve program launches its second wave to conquer all draft beer lovers. This year, the curator of the program in Russia was appointed Lawrence Raven, Senior Global Draft Master Heineken.
Star Serve is just five steps. Five simple rules that will help ensure the perfect serving of Heineken beer. This is a completely new look at the culture of beer consumption.
1. CONNECTED
2. PAY
3. DEFOAM
4. MAKE SURE
5. SERVE
The first steps to success were laid by Heineken in 2013, when Konstantin Yakimenko from the LaCantina bar became the best bartender in Russia according to Heineken. In 2014, a series of master classes for bartenders started on September 8 in Moscow. As part of the course, Heineken aims to train bartenders of the best institutions in the art of Star Serve (a training program for the “5 steps” technique), which has been formed for several centuries and is a real ritual.
Based on the results of trainings and a series of checks by mystery shoppers, the best bartenders in Moscow and St. Petersburg will be identified, who will be able to take part in the Moscow Heineken Star Serve championship on February 16th. That’s when the name of the best bartender according to Heineken in 2014 will be known, who will go to Amsterdam, the birthplace of Heineken beer, to compete with the best of the best from around the world.
Heineken is a company that not only cares about the consistently high quality of its product and the culture of consumption of this drink, but also now brings the art of serving Heineken beer to a new level!
NOTES TO EDITORS
Heineken United Brewery LLC is the Russian division of the international concern HEINEKEN NV, the world’s leading international brewing company, represented in 71 countries.
The company has been operating on the Russian market since February 2002. Today the company owns eight breweries in Russia. Now the company’s portfolio includes 29 brands. Among them: Heineken®, Amstel Premium Pilsner, Zlaty Bazant, Guinness, as well as favorite national and regional brands such as Okhota, Three Bears, Doctor Diesel, Stepan Razin, Gray Ural, Baikal Coast , “Okskoye”, “Shikhan”, “Amur-beer”.
The company operates in accordance with the principles of sustainable development and offers its employees favorable working conditions and opportunities for development, makes social investments, reduces environmental impact, and promotes responsible attitude to beer consumption. Since 2010, HEINEKEN in Russia has been participating in the Brewing a Better Future group’s international program for sustainable business development. By 2020, HEINEKEN has set itself the long-term goal of this comprehensive initiative of the Company to achieve the status of the “greenest”, that is, the most socially responsible beer producer in the world.