Agency: The Greenhouse
Client: South African Breweries
We created The Draught Quality League consisting of 200 outlets and 200 barmen throughout the country, dividing them into 5 regions. It was a year-long quest to find the Ultimate Draught Master. Outlets and barmen were educated through The SAB Draught Academy on how to produce top quality draught and serve the perfect pint through a five step ritual (THE FIRST IMPRESSION, THE POUR, THE SERVE, THE CARRY AND THE MOMENT OF TRUTH). The intention was to allow for a higher consumer expectation when ordering a draught. The result was an increase in SAB Draught sales, and strengthened partnerships.