Wine has a ritual, coffee has a ritual, and even tequila has a ritual. To boost sales of SAB draught beer The Greenhouse developed the SAB draught beer ritual. This was the first step in a much larger strategy to ensure consumers were served consistently SAB perfect draught in every outlet in the country. It was developed after months of research and a keen insight into the consumer journey.


The Art of the Pour

The Art of the Carry

The Art of the Serve

The Moment of Truth