Name Presenter: Clive Lim

Stella Artois Chalice Initiative

Introduction

Total Population: 5.69m as of June 2016

Currency: Singapore Dollars

Type of Government: Democratic

Beer Consumption Per Capital: 23L

Total Beer Volume LY 2015: 1.258m HLS

On Trade/ Off Trade Split: 65% / 35%

Pacific Beverages Pte Ltd – Singapore

Stella Artois San Miguel

Hoegaarden London Pride

Leffe Little Creatures

Boddingtons James Squire

Franziskaner Jagermeister

Lowenbrau Jose Cuervo

Spaten Icelandic Glacial

Mission Wine Estate

• In 1708, Sébastien Artois became head brewer at the Den Hoorn brewery in Leuven, a brewery established by 1366.

• Artois purchased the brewery and gave his name to it in 1717, as Brouwerij Artois.

• In 1926, Brouwerij Artois launched Stella as a festive pilsner, named after the Christmas star. First sold in the winter season, it eventually became available year round, with exports into the broad European market commencing in 1930.

• By 1960, about 100 million litres of Stella Artois were being produced annually.

• In 1988, Brouwerij Artois was a founding member in the merger creatingInterbrew. That year, Taylorbrands founder David Taylor created the current package design, bottle design, and shape. The original 1926 bottle label inspired the design, which replaced a 1960s design. The design incorporates the horn symbol and the 1366 date of the original Den Hoorn brewery. The label also shows medals for excellence awarded to Brouwerij Artois at a number of trade exhibitions in Belgium in the 19th and 20th centuries. The name Stella Artois is held within a "cartouche" which was influenced by the style of Belgian architecture in Leuven.

Stella Artois - History

Stella Artois Information - Singapore

Volumes

On Trade vs Off Trade Split is 80% / 20%

Majority of the volume comes from the draught

accounts

Stella Artois - Numeric Distribution

Draught10% (92 Outlets)

On Premises -

Bottle21% (208

Outlets)

Off Premises -

Cans & Bottle

69% (656 Outlets)

Draught (76.00%)

Bottle (12.30%)

Cans & Bottles

(11.70%)

Source: BPTStella Artois key metrics - Volume

Continuously

Increasing volume

in the Singapore

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

2012 2013 2014 2015

Stella Artois Volume Growth %

CAGR:

6.04%

Stella Artois Chalice InitiativeSituation Overview

Brand Position of Stella Artois as the Premium Beer Brand in Singapore Market, not

all POCs are using the Chalice Glass.

Hotels preferred to use their own glassware

Bottle accounts preferred to run bucket promotions without Chalice Glass

Objectives

Convert non-believers and share with existing POCs the importance of Chalice

Glass

To increase availability, visibility and quality in selected On Trade POCs with Stella

Artois Draught tap to reinforce the position of a Super Premium Imported Lager

How

Introduced and share the importance Stella Artois Experience and Chalice via:

Gold Standard Establishments Program to new & existing POCs

World Draught Masters as a platform to showcase the importance of 9-Step Ritual Pouring

8390

2340

Chalice Glass Distribution

Draught POCS Bottle POCS

Draught

Current By End of 2016

Stella Artois Chalice Initiative

Bottle

Out of 92 Draught

Accounts

83 are using Chalice

Glass

Out of 208 Bottle Accounts

23 are using Chalice Glass

Draught

Bottle

Pouring and Serving Stella Artois

‘You buy your 2nd Beer based on the Quality of your 1st Beer’

Consumers expect special care and attention when being served a beer of such supreme quality and craftmanship – which is why we insist on serving Stella Artois in its unique Chalice Glass – to allow the beer to flow, breathe and develop a pristine head – and according to its traditional 9-step pouring ritual – adding theatre to the product delivery and setting the brand apart from other beers.

If you thought Stella Artois required skill to brew, you should see the expertise it takes to pour!

The Chalice Glass is the symbol of the Stella Artois brand, specifically designed for the brand when it was first launched in 1926. Its shape however is not purely for aesthetical purposes:

Pouring and Serving Stella ArtoisThe Stella Artois Chalice Glass

The narrower top allows for the creation of a tight, smooth, longer-lasting head of foam as it is constantly replenished with the carbonation from the beer below.

Its rounded bottom causes the beer to swirl when it is poured , allowing for a gentle release of the natural carbonation for just the right flavor and aroma (perfect balance of CO2 & liquid).

Using the same principles as wine, the stem provides a place to hold the glass so that the beer stays cold longer. Keeps beer 23% colder for longer than any other glass.*

The Chalice Glass is unique in the lager category, supporting the discerning taste of the consumers who choose it.

The Stella Artois Chalice Glass drives sales and profitability:

Pouring and Serving Stella ArtoisThe Stella Artois Chalice Glass

• Average sales uplift in on-trade after introduction vs. regular pint glasses: +41%.*

• Drives profitability by an average of +12%

• 44% of Consumers willing to pay more for a higher quality, well served glass beer

• 31% of Consumers wished that bartender took more care in pouring their beer

• Elevate individual out of their everyday, makes them out of ordinary

• Consumer feels unique and special

Stella Artois 9 Step Pouring Ritual

Step 1 The Purification

Step 2 The Sacrifice

Step 3 The Liquid Alchemy

Step 4 The Crown

Step 5 The Removal

Step 6 The Skimming

Step 7 The Judgement

Step 8 The Cleansing

Step 9 The Bestowal

9 Step ritual pouring started in the late 90s whereas

some other brand tried to follow and call their own

5 Step Pouring recently

Stella Artois Chalice Initiative

Digital (Facebook)

Print Ads/ Event Booklets

Events

World Draught Masters

Gold Standard

Establishments

Stella Artois Chalice InitiativePrint Ads/Event booklets

Stella Artois Chalice InitiativeFaceBook Activation

364% growth from 01 April 2013 since we first started Stella Artois Facebook in

Singapore

Stella Artois Chalice InitiativePromotions/ Events/ Sponsorships

EventsConsumers

Stella Artois Chalice InitiativePromotions/ Events/ SponsorshipsAssociate Stella Artois with Premier Event/Activities

Sponsorship & Consumer Promotion for On & Off Premises

Gold Standard Establishment Program

How do we encourage existing and new PoC’s

to Participate?

• PoC’s must at least a rotation of 20 kegs

(30L) every month

• Bar Staff must be properly trained and

having the knowledge of 9-Step Ritual

• PoCs must know the importance of serving

Stella Artois in a Chalice Glass with Drip

Catchers & Stella Artois Coasters.

• Letter of Invitation will be send at least 2

months before the commencement of the

retail audit by our mystery shoppers

Gold Standard Establishment ProgramHow We Run the Audit Via Mystery Shoppers? – Check List

1 Stella Artois branded glassware used YES ☐ NO ☐

2 Glass checked for cleanliness YES ☐ NO ☐

3 Washed and rinsed YES ☐ NO ☐

4 Glass held by the base throughout pour YES ☐ NO ☐

5 Tap opened fully in one quick action YES ☐ NO ☐

6 First drops of beer discarded YES ☐ NO ☐

7 Begins pour with glass held at 45˚ YES ☐ NO ☐

8 Avoided contact of glass and contents with tap nozzle YES ☐ NO ☐

9 Tap closed fully and quickly YES ☐ NO ☐

10 Glass moved away from falling drips YES ☐ NO ☐

11 Foam cutter used and held at 45˚ YES ☐ NO ☐

12 Approx. 2-fingers of foam-head YES ☐ NO ☐

13 Base and stem of glass cleaned and dried YES ☐ NO ☐

14 Stella Artois coaster used YES ☐ NO ☐

15 Stella Artois branding on glass and coaster facing you YES ☐ NO ☐

16 Sample questions:

A. Where is Stella Artois from?

B. What type of beer is Stella Artois?

C. Alcohol content?

1 Acknowledged or greeted upon arrival YES ☐ NO ☐2 Stella Artois recommended YES ☐ NO ☐3 Any attempt made at conversation / friendly banter YES ☐ NO ☐4 "Enjoy your Stella Artois / beer" upon serving YES ☐ NO ☐5 Refill offered YES ☐ NO ☐6 Bill and change / charge receipt returned promptly YES ☐ NO ☐

7

"Goodnight", "Thanks for coming", "Hope to see you again" on

departure YES ☐ NO ☐

8

If Stella Artois was not recommended (see 2 above), which

beer or beverage was? YES ☐ NO ☐

POURING AUDIT - 2014

AWSR: Belgium /

Leuven

AWSR: Golden Lager

AWSR: 5%

SERVICE AUDIT - 2014

Gold Standard Establishment Program

How do we award them?

• Every participating outlet who had achieved 80% grade level will be awarded the

Certification & Plaque for the Gold Standard Establishment of that year.

• Gold Standard Establishments will also be the PoCs with allocation of GS Chalice Glass

(See Images below)

Stella Artois® World Draught Masters Regional Finals –Singapore 2015Why We Do World Draught Masters?

Introducing the importance of 9 Step Ritual Pouring

Generate visibility for our brand and get our brand values across

Enhance consumption experience

Showcases the unique Belgian experience

Allowing not just bartenders but also consumers to know more about

the historic events of Stella Artois (Thru Passion Test)

Generate more Sales Volume and Accounts

Stella Artois® World Draught Masters Regional Finals –Singapore 2015

Total of 12 contestant from 4 countries

(Japan, Malaysia, Singapore, Thailand)

3 contestant of Individual country will be

competing among each other

Winner of Individual country will be going to

Global WDM in Wimbledon

Best Performing Team (Country) will also be

awarded

(12 contestants = 6 groups of 2, which then

eliminates 4 leaving with 8 contestants, the

Finals will be 4 rounds of 2 which awards the

winner from each country)

Stella Artois® World Draught Masters (Global)World Draught Masters Regional Finals Singapore - Country Winners

Jan Vanden Plas

18th EditionStella Artois WDM Champion 2015

Marjolein Geuens

17th EditionStella Artois WDM Champion 2014

Jan Vanden Plas

16th EditionStella Artois WDM Champion 2012

Thank You