Marketing

Coke launches Signature Serve trade competition

Coca-Cola has announced details of its new on-trade initiative for the soft drinks category aimed at maximising revenue for its licensed trade customers across the island of Ireland.
At the launch of The Coca Cola Signature Serve is Coca-Cola Flair Artist Anthony Farrell and Alex Hughes, On-trade Channel Marketing Manager from Coca-Cola.At the launch of The Coca Cola Signature Serve is Coca-Cola Flair Artist Anthony Farrell and Alex Hughes, On-trade Channel Marketing Manager from Coca-Cola.

The Coca Cola Signature Serve takes a fresh look at Coca-Cola’s classic pouring ritual from its iconic contour glass bottle.

Recognising that ‘Perfect Pour’ initiatives have been employed by iconic brands in the alcohol industry to encourage sales, provide quality bar experiences and to promote repeat custom and outlet loyalty, Coca-Cola seeks to pioneer this new initiative.

The essence of the Coca Cola Signature Serve is to educate and inspire bar staff on the crucial ingredients to achieving a perfectly-served Coca-Cola. It also challenges bartenders to add their own flair to the pouring ritual by creating a signature move that demonstrates their unique skills and also brings to life the character of the brand.

Selected outlets across the country are being invited to participate in the ‘train to gain’ programme to win the opportunity to compete for a trip to The World of Coca-Cola in Atlanta. The winning outlet representative will also be awarded the title of Coca Cola Signature Serve Master Bartender.

The education and reward programme is being rolled-out in on-trade outlets across the island of Ireland.

In order for bartenders and outlets to compete, they must first complete the Signature Serve training programme to become an accredited Coca-Cola outlet.

Speaking at the launch of the campaign, Alex Hughes, On-trade Channel Marketing Manager from Coca-Cola HBC Ireland, said, “The soft drinks category represents 10% of on-trade sales in Ireland and consumers are demanding more from their outlet experience. As Ireland’s Number One soft drinks brand, Coca-Cola wanted to invest in selected outlets across the country by crafting a training and reward programme in 2014. The Coca Cola Signature Serve is our way of delighting consumers through the skill and expertise of our outlets and bartenders”.

By taking part in Coca-Cola’s Signature Serve ‘train and gain’ initiative, successful bar staff will benefit from a personalised accreditation from Coca-Cola HBC for display in their outlet.

Following the training, mystery shoppers will visit the outlets to confirm they’ve mastered the Signature Serve on every occasion to become an accredited Coca-Cola outlet.

Accredited outlets will have the opportunity to nominate two bar staff members to compete in an all-Ireland competition.

The competition consists of regional heats across Ireland beginning July 2014 with the Grand Final being held in Dublin in January 2015.

Regional finals take place across the country in four cultural hubs – Belfast, Dublin, Galway and Cork – with the overall final taking place Dublin early next year.

Training will be delivered to 1,200 accounts in this first year of the scheme which is to run for a period of three years.

Outlets and bar staff can find out more about The Coca-Cola Signature Serve programme from their Coca-Cola area representative.

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