Heineken International – Star Serve programme

Following the success of the Goed Getapt Bier (Well-Poured Beer) programme in the Netherlands, Heineken decided to set up a worldwide programme for pouring the perfect draught beer. Thereby setting a new standard that would guarantee quality.

The different countries were supported through an activation programme. Trade & Sales departments were informed and inspired, a training programme was set up, supporting materials produced, a mystery visit protocol devised and a reward programme developed.

I worked on this project on a dedicated basis, including for part of the project at Heineken International as the programme’s interim project manager. To this day, the Heineken Star Serve programme is still used worldwide, with national competitions for the master bar staff.

De Combinatie van Factoren, May 2012 until February 2013