The FDS/Inbev partnership developed a Quality Programme in 2003 to ensure Stella Artois was delivering a truly positive drinking experience across almost 10,000 outlets.

The quality of a pint was assessed on temperature, head size and cleanliness of glassware. If the outlet passed all criteria it was invited it to join the prestigious Stella Artois Quality Programme. If not, relvant support was provided by Inbev.

All visits were carried out within the timeframe and reported on individually to enable results to be actioned immediately.

For Inbev, this meant that only the 30% of outlets which did not pass needed to be visited by its technical or training teams. It eliminated the need to visit the majority of outlets which were already serving the perfect pint.