By Vanessa Cavasinni, editor Australian Hotelier
Heineken has revealed that in the lead-up and during the initial stages of the Australian Open, it ran a mystery activation ensuring that bartenders in several pubs and bars around Melbourne were serving Heineken correctly.
As an official partner of the Australian Open, Heineken wanted to ensure that revellers enjoying the tennis were receiving beer that had been served to them correctly. As part of this strategy, a mystery shopper, dubbed the Star Serve Guru, visited several pubs and bars around Melbourne, to ensure that bar staff were serving Heineken correctly.
Many bartenders were awarded for their correct serves with tickets to the Australian Open games, including the women’s final. The brand’s goal was to incentivise the correct serving of it’s beer to maintain high and consistent standards at all venues.
Alessandro Manunta, marketing manager for Heineken Lion Australia, said, "Our product sits at the heart of everything we do and one of Heineken's core brand commitments is to go the extra mile to ensure our international premium beer is delivered to consumers in the best possible way.
“We are always looking to try new things and we want this activation to encourage all bar and wait staff to make sure they are providing the best service to anyone that orders a Heineken.”
Manunta suggested that the mystery activation will continue in other parts of Australia.
“The Star Serve Guru now moves his attention to the rest of the country but no doubt will be back to Melbourne soon. You won’t know where, or when, but as long as you continue to deliver the five-step ‘Heineken Star Serve Ritual’ you could receive the ultimate tip.”