Stella Artois, part of the Budweiser Brewing Group UK&I portfolio, welcomes the return of the hospitality industry on April 12th with a monumental celebration of the people behind the bar.
Bar staff need support more than ever after 12 months of closings, curfews and furloughs; Stella Tips will see the global beer brand add £1 to staff’s tips for every pint of Stella Artois sold in participating pubs and restaurants across the UK.
- For every pint served, Stella Artois will give £1 to bar staff tips
- Stella Artois commits to tipping the industry £500,000 as a mark of the April return
- Over 12,000 UK hospitality staff will take home an extra £42.00 – the equivalent of 5 hours of shift work on average
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. 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 for the resilient, hard-working hospitality staff across the UK, Stella Artois are starting a tipping movement. Stella Tips will 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 £42.00 each. While the nation’s focus has mainly been on the anticipation to return to the pub for that first taste of a freshly pulled, cold pint, 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.
Stella Tips 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 pubgoers 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, says: “Britain’s pubs are the cornerstones of our communities, and it’s the people behind the bar who bring this community together with a welcoming smile and pint in hand.
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.”
Small Business Minister, Paul Scully said: “Pubs are integral to communities across Britain and their hard-working staff make them the dynamic and welcoming places we know and love. They earn every tip they get.
“Following such a tough time for the hospitality industry it is fantastic to see the government’s work to support the sector complemented by this generous offer from Stella Artois.”
Heath Ball, Owner of North London’s award-winning pub The Red Lion & Sun, comments: “The last year has been an incredibly difficult one for everyone working in the industry, and one many weren’t sure they’d make it through. The sector wants and needs a strong recovery, so it’s fantastic to see the effort and support offered through this Stella Artois campaign.
“Tips are a hugely important part of the job and something my team have had to go without for most of the Covid-19 duration. They’re extremely pleased to see the Stella Tips campaign putting emphasis on staff tips, and handing over such a generous amount.”
Emma McClarkin, Chief Executive of the British Beer & Pub Association, says: “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.”
The campaign is supported with a national TV campaign from 6th April with the brand heroing that freshly poured pint of Stella Artois, which so many are looking forward to savouring when pubs reopen. Stella Artois has brought back the Reassuringly Expensive campaign for one month only, featuring characters that first hit the UK 25 years ago in ad classics such as “Red Shoes” “Returning Hero” and “Bicycle Race”. Accompanied once again by the original cinematic soundtrack of Jean de Florette, the nostalgic, iconic Stella Artois ads have been given a fresh spin for 2021’s UK Stella Tips campaign. Alongside the ATL support, Stella Artois will be running weekly challenges on social media, encouraging customers to show off their team celebrating being open once more.
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 at https://www.stellaartois.com/stellatips.
Between April 12th and May 9th consumers who return to their local can order a freshly-poured, cold pint of Stella Artois whilst supporting and rewarding the industry at the same time.