The Cambridgebar below where I live in Cambridgelaan is run by student volunteers, and is the only bar in Utrecht under Heineken’s “Star Serve” program. That means that every bartender in the Cambridgebar should know the proper way to serve a Heineken beer. People who work at Heineken organize training sessions, and every once in a while a secret customer will come in to see if everybody is getting the “Star Serve” experience.
So, what is the proper way to serve a Heineken beer?
Each beer comes in its own special glass. Even the regular Heineken comes in a different glass than the Heineken served extra cold — at negative two degrees Celsius, even the tap is covered in real ice. See that red star above every Heineken logo? You are to pour beer in such a way that the foam rests upon the shoulders of the star. Enough foam to create a seal to preserve the beer for longer, but not so much foam that the customer feels cheated out of a few sips. And when you hand the glass of beer to the customer, the star must face the customer. Don’t forget to make eye contact and smile.
And boom! There you have it — the Star Serve experience.
They take it seriously here, and I do like that. Pouring beer is a lot harder than it looks. The first time I volunteered, I splattered beer on the floor, on myself, and on the other bartenders. And each time I filled the glass, I would wait and watch to see the bubbles rise, hoping that the foam would be perfect.
Why are you hesitating? asked Bob. He was responsible for training me on my first shift.
If you seem unsure of what you’re pouring, the person on the other side will, too.
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The star-serve program may just be another marketing technique, but it does make a good point about taking pride in your work. Small details add up, and the world of beer is no different.
Although to be honest, there are so many other beers I’d rather drink instead of Heineken.
