AB InBev has revolutionized crew training in the cruise industry with its Master of Beer Customer Service (MBCS) program, reaching over 50 cruise ships across seven major cruise lines. This innovative program not only enhances service quality but also offers crew members a fun and meaningful experience.
What is the MBCS Program?
The MBCS program is designed to equip crew members with essential brand knowledge and service skills, focusing on AB InBev’s iconic brands: Michelob Ultra, Bud Light, Corona, and Stella Artois. The name itself is a clever nod to these brands, making the training both memorable and impactful.
Engaging and Interactive Training
Crew members enjoy a break from their routine in a relaxed, upbeat setting, where they participate in engaging activities like:
- Games
- Live speaker interactions
- Beer tastings paired with snacks
These activities help them learn beer basics, discover what makes each brand special, and gain valuable tips to enhance guest satisfaction and gratuities.
Lasting Impact
After each session, crew members leave energized, thankful, and eager to apply their new skills. Many express excitement about creating even better guest experiences onboard. According to a spokesperson, the program is more than just training—it’s an experience that motivates crew members, builds brand love, and deepens their knowledge of each brand.
Continuous Improvement
The program, now in its third edition, has been updated with new activities and content to keep things exciting for both first-time and returning participants. AB InBev remains committed to making each session better than the last and expanding its reach to more ships in the coming years.
Raising the Standard
AB InBev is proud to support hospitality teams across the cruise industry, helping to raise the standard for beer service at sea. This program is a testament to their growing commitment to the cruise industry and their dedication to excellence in customer service.
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