COCA COLA SUPPORTS LICENSED TRADE WITH LAUNCH OF INNOVATIVE PERFECT SERVE PROGRAMME
30 April 2014
Coca-Cola HBC Ireland has announced details of a new trade initiative aimed at maximising revenue for its loyal customers in the licensed trade across the island of Ireland.
The Coca-Cola Signature Serve is a fresh look at the classic pouring ritual of Coca-Cola from its iconic contour glass bottle.
In recent years, ‘Perfect Pour’ initiatives have been employed by iconic brands in the alcohol industry to encourage sales, provide quality bar experiences and to promote repeat custom and outlet loyalty. Recognising these benefits Coca-Cola sought to pioneer a new initiative.
The essence of the Coca-Cola Signature Serve programme for the licensed trade is to educate and inspire bar staff on the crucial ingredients to achieving a perfectly served Coca-Cola. It will also challenge bartenders to add their own flair to the pouring ritual by creating a signature move that demonstrates their unique skills and also brings to life the character of the brand.
Selected outlets across the country will be invited to participate in the ‘train to gain’ programme to win the opportunity to compete for a trip to The World of Coca-Cola in Atlanta. The winning outlet representative will also be presented with the prestigious title of Coca-Cola Signature Serve Master Bartender.
Speaking at the launch of the campaign, Alex Hughes, HoReCa Channel Marketing Manager from Coca-Cola HBC Ireland, said:
“The soft drinks category represents 10% of on trade sales in Ireland and consumers are demanding more from their outlet experience. As Ireland’s Number One soft drinks brand, Coca-Cola wanted to invest in selected outlets across the country by crafting a training and reward programme in 2014. The Coca-Cola Signature Serve is our way of delighting consumers through the skill and expertise of our outlets and bartenders.”
The importance of training was also highlighted by Licensed Vintners Association Chief Executive Donall O’Keefe in last year’s AIB Trade Report:
“…Progressive publicans are focused on the things they can change to attract and retain customers. They recognise the role of staff and customer service in driving repeat business, hence investment in training staff to deliver a better product…”
By taking part in Coca-Cola’s Signature Serve ‘train and gain’ initiative, successful bar staff will benefit from a personalised accreditation from Coca-Cola HBC for display in their outlet. Following assessment, accredited outlets will then have the opportunity to nominate two bar staff members to compete in an all-Ireland competition for the chance to win an experience to remember to the World of Coca-Cola in Atlanta, Georgia.
Regional finals will take place across the country in four cultural hubs – Belfast, Dublin, Galway and Cork - with the overall final taking place Dublin early next year. This program will run for a period of 3 years from 2014 -2016.
Outlets and bar staff can find out more about The Coca-Cola Signature Serve programme from their Coca-Cola area representative or customer services.