Stella Artois is set to launch a celebrity-backed Stella Tips campaign on 12 April that will see £500,000 given to hospitality staff across the UK.
According to the Evening Standard, some 12,000 hospitality staff are expected to benefit from the campaign that is supported by Jodie Kidd and James Blunt.
Employees at venues across the country will be offered £1 for each pint of Stella they pull, with a TV advertising campaign also supporting the initiative.
Kidd owns The Half Moon Inn in Sussex, while Blunt backs Chelsea’s The Fox and Pheasant establishment.
Alice Humphrey, European marketing director at Stella Artois, told the Evening Standard that the celebrities became involved as they “have a first-hand account of the extent the hospitality staff have suffered” over the past 12 months.
She said the company recognises that tips are “crucial to the workforce”, and in turn the firm wanted to “celebrate the return of the industry” by rewarding the UK’s bar staff.
Humphrey added: “From the incredibly positive reaction to Stella Tips from our on-trade partners, we know that this boost of support is very welcome right now.
“We’re excited to support our pub partners re-open their doors and enjoy a cold pint of Stella Artois, on what is set to be a great summer.”
A host of pubs across the UK have already signed up the Stella Tips initiative, including London’s The Red Lion and Sun, Wingmans, and Black Cat pubs.