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30th July 2021


Global Bartending® is working with Asahi Europe & International to launch a leading global bartender training programme, focusing on beer quality and how to achieve the perfect serve every time.

30 July 2021, UK; A perfect pint matters to consumers, with two thirds of people saying quality is the biggest influence of drinks choice.

To achieve the perfect serve, you have to truly understand the beer: Its provenance, how it was brewed and ultimately, what makes its taste truly authentic and worth paying for.

Officially launched in April 2021, across 11 markets all over the world, Asahi Europe & International’s new campaign, ‘Every Serve Matters’ produced by Global Bartending®; aims to support and educate the hospitality sector in producing that perfect pint, every time through four key brands and the unique way in which they should be served: Peroni Nastro Azzurro, Asahi Super Dry, Pilsner Urquell and Grolsch Premium Pilsner.

Global Bartending® has employed over 30 new trainers worldwide working in partnership with Asahi Brands as part of their global advocacy vision to have the most desired, recommended and enjoyed beers in the world and are undertaking a shared mission to enable the key gatekeepers to beer drinkers – bartenders – to deliver beer quality at scale.

Each unique in their profile this global advocacy programme will provide the crucial training needed to ensure bartenders bring out the quality of every beer with each pour. Because beer quality is non-negotiable. And serving it the right way is key to keeping customers coming back.

The quality focused campaign will be available in 20 cities across Europe, the USA, Canada, South America, and the UAE, with an aim to reach over 3,000 outlets in 2021 to help bartenders get back on their feet after an unpredictable and troublesome year for many.

The Super Premium beer brands within Asahi Europe & International are recognised all over the world for its quality and superior taste. Each brand carries unique qualities and ingredients that when communicated correctly, elevate the drinking experience for the consumer.

Founder of Global Bartending®, Dan Dove, said:

“After an extremely difficult year we would like to reignite the passion for pouring the perfect serve, by educating the hospitality sector on four key Asahi brands. This is our biggest quality focused campaign ever and we hope to reach people all over the world, sharing the knowledge of our top trainers with the industry, fundamentally helping drive profit back into bars”

Gareth Morgan, Global Advocacy Lead for Asahi Europe & International comments on the partnership:

“There has never been a more relevant time to launch a programme like Every Serve Matters. It is about helping venue staff deliver a Super Premium beer experience consistently and ensuring those patrons return time and time again. The hospitality sector has been under incredible pressure, and we want to support the rebuilding of their business to drive a higher rate of sale, more footfall throughout the week and much needed profitability. If staff and operators are inspired and educated, they in turn can provide a more robust customer service for every person that walks into their venue”.

Peroni Nastro Azzurro: Servito Con Stile

There is only one way to serve Peroni Nastro Azzurro and that is in True Italian Style, or as we say in Italia, ‘Servito con Stile’. We believe it’s not just what you serve, but HOW you serve it. This programme is all about inspiring bartenders to elevate service with True Italian Style and flair and is led by Global Brand Ambassador Simone Caporale.

Asahi Super Dry: Masters of Karakuchi

A true discovery awaits the consumer with this Japan’s number 1 beer, dry and crisp with quick, clean finish. But to master the perfect serve, bartenders must first master the two-part pour, which they will learn through the Masters of Karakuchi programme. By fully understanding Japanese Hospitality, or ‘Omotenashi’, they will be able to take consumers on the full journey, from mystery to mastery.

Pilsner Urquell: The Tapsters

This is the original pilsner that changed the world of beer forever. Showcase its true quality by mastering the art of the Czech pours; Hladinka, Šnvt and Mlíko – because the beer is only as good as its serve.

Grolsch Premium Pilsner: Double Brewed, Double the Flavour

The secret to this delicious beer is not just in the brewing process but in the unique two-step serve. The double brewing elevates the flavour, challenging the taste buds and bringing a more rewarding taste. With each sip, the drinker should discover another layer of this complex beer, keeping them coming back time and time again.


Notes to Editors:

Global Bartending Talent Agency is considered a pivotal platform for the hospitality industry and community. It is the brainchild of ex Diageo World Class Manager Dan Dove, and boasts the most diverse selection of talent from across the globe. The platform connects drinks professionals with luxury brands, consumers and each other. Global Bartending also provides specialist consultancy and full execution of brand events, on trade & online strategies.


Instagram: @globalbartending

Facebook: @globalbartendingtalentagency

Hashtag: #globalbartending

Press release from Asahi

For further information, please contact Amelia Clark at Capture Communications: | Phone: 07909 821 447