Latest

Stella Artois Promotes the Perfect Pour at World Draught Masters

Now in its 15th year, the Stella Artois World Draught Masters competition will once again see bartenders from more than 28 countries compete with skill and mastery in performing the Stella Artois nine-step pouring ritual.
 
Inspired by more than 600 years of brewing tradition, this annual competition encourages staff training and development in the art of delivering a superior beer experience to consumers while celebrating the skill and care that goes into creating the ultimate “Thing of Beauty” – a perfect chalice of Stella Artois.
 
Over the last two months, would-be Draught Masters from participating venues across Australia have received training in the finer details of the Stella Artois pouring ritual and its ability to give consumers the best possible taste and service experience, time after time. The winners from each state will compete in the National Final at the Belgian Beer Café Oostende, Adelaide on Wednesday 14 September for their chance to represent Australia at the Stella Artois World Draught Masters Global Finals in Buenos Aires, Argentina on 26 October.
 
In Adelaide, state finalists will walk the red carpet and entertain the audience with exceptional beer theatre, whilst demonstrating with finesse their pouring skills in front of an expert jury. A final ‘pour-off’ between the top two finalists will reveal the Australian winner, who will take on the rest of the world for the most valued prize in bartending, the title of Stella Artois World Draught Master 2011.  Along with the title, the winner will embark on a journey around the world to share their skill and passion for the art of the perfect pour.
 
Judging the competition will be the 2010 Stella Artois World Draught Masters Champion and Ambassador, Chris Myers, who is at present away from his hometown in Wisconsin sharing his passion and dedication to the craft of the perfect pour with aspiring draught masters around the globe.
 
As a continued commitment to the Australian on-premise sector, Stella Artois will be rolling out their 'Pouring Perfection Program,' which will focus on delivering the ultimate beer experience in venues. The nine-step pouring ritual, complemented by the carefully designed and elegant chalice glass and new stand-alone Swan Font, are key components of the program.
 
“The World Draught Masters is about perfection, quality and passion – everything Stella Artois embodies as a brand. Our 'Pouring Perfection Program' will be rolled out across Australia and will aim to deliver this premium beer experience in outlets, creating theatre and adding value to drinking occasions. Stella Artois’ aim is to raise the bar on beer service standards in Australia,” said Richard Oppy, Group Marketing Manager, International Beers, Carlton United Brewers.

For more information, head to the Stella Artois website http://www.stellaartois.com/

More News

To Top