Bar staff will get a £1 bonus for every pint of Stella Artois sold as part of a scheme to mark the reopening of pubs after lockdown.
The hospitality workforce has been one of the hardest-hit industries throughout lockdown, having seen up to 10,000 outlets close their doors for good in 2020 and over a third of the workforce showing concerns for their long-term job security as lockdowns have continued, according to industry studies.
At the heart of the industry closures, staff behind the bar have borne the brunt with salaries impacted, as well as their daily tips which were excluded from the furlough scheme.
To show its appreciation, Stella Artois is hoping to raise half a million pounds worth of tips which will go to pub and bar staff, who’ll expect to receive an average tip of £42 each.
Stella Artois wants to also reward those behind the bar who’ve been through a turbulent year of stops and starts and encourage consumers to also show their own appreciation with a tip when buying any pint.
So, it will donate £1 from every pint of the premium lager purchased in participating outlets between April 12 and May 9.
It follows on from Budweiser Brewing Group’s Save Pub Life programme launched as a way to help communities support their local pub during the first set of Covid-19 closures.
The campaign encouraged pub-goers to purchase gift cards for their local pub which could be spent once doors re-opened, and Budweiser Brewing Group pledged to match the value with a total of £1.5 million contributed to the sector throughout 2020.
Ali Humphrey, European marketing director of Stella Artois, said: “The last 12 months have been particularly hard on this workforce, with one important issue being the lack of their usual customer tips.
"We want to put tipping back on the agenda, so we’re proud to be working with our largest beer brand, Stella Artois, to launch Stella Tips as our way of showing gratitude to those behind the bar. When the pubs re-open we’ll be raising a Stella, and a tip, to those who make the return of the hospitality industry possible.”
Emma McClarkin, chief executive of the British Beer & Pub Association, added: “We welcome this campaign by Stella Artois and others within the brewing and pub community who work towards supporting pub staff.
"We’ve all missed the great British pub and want to support its reopening and recovery. As we start to enjoy a pint in the beer garden once more, it’s important to recognise the pub staff who’ll do a great job of looking after us.”
Stella Artois has been joined by a couple of famous faces who have their own role to play in the industry’s return; including Jodie Kidd and James Blunt, owners of the Half Moon Inn and The Fox & Pheasant, who are backing Stella Tips.
The Stella Tips programme will be available to all participating pubs and bars in England, Wales and Scotland who stock Stella Artois on draught and have signed up. See the list of outlets here.
