BWI: Stella Artois World Draught Master Comes to India

Press release from Business Wire India
Source: Stella Artois
Tuesday, September 29, 2009 06:07 PM IST (12:37 PM GMT)
Editors: General: Consumer interest, Entertainment, Food & drink; Business: Advertising, PR & marketing, Media & entertainment
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Stella Artois World Draught Master Comes to India
The Search is On for the Next World Draught Master Culminates in a Dramatic New York City Final

New Delhi, Delhi, India, Tuesday, September 29, 2009 -- (Business Wire India) -- Imagine a battle royale of the best bartenders from around the world sans their jugular acts or fire antics! It is quite hard to believe but that's what Stella Artois World Draught Master competition is all about. Started in 1987, it is the only bartending competition in the world that involves some of the biggest names from behind the bar demonstrating the art of pouring the perfect Stella Artois.

In towns and cities around the world, the 13th annual search for the Stella Artois World Draught Master has begun. A record number of bartenders from more than 32 countries will compete in this year's competition, striving to complete the time honoured Stella Artois 9-Step Pouring Ritual to perfection. The competition's final will culminate in one of New York's most iconic buildings on 5th Avenue: The New York Public Library.

For the first time in the competition's history, Stella Artois connoisseurs of India will be able to participate the competition. The participants could register via a ground-breaking digital application: "My Quest." Housed on the World Draught Master website, "My Quest" will enable entrants to capture and share their own personal takes on perfection by uploading photographs that epitomise perfection from a selection of contemporary categories, ranging from design to sport to film.

One lucky winner from India will be selected to compete against the world's best bartenders in the dramatic final event in New York.

After 12 annual World Draught Master Competitions, the contest continues to evolve as it grows in success and stature. This year, New York Fashion Designer Tim Hamilton, winner of the 2009 Swarovski CFDA Menswear designer of the year award, has been commissioned to create a unique trophy that embodies the ideals of the competition. Hamilton's passion for perfection in craftsmanship echoes the Stella Artois dedication to quality and superior beer experiences, making him the ideal partner for the brand. Hamilton will also create a limited edition Chalice glass, the brand's iconic glassware which is integral to the perfect experience of a Stella Artois®.

About the 9 step pouring ritual

The 9 step pouring ritual starts with the "purification" of the special Stella chalice which is cleaned and rinsed in a unique manner. Then comes the ritual of "sacrifice", which involves opening the tap in one quick action and letting the first few drops of beer flow away. This is followed by the "art of alchemy" in which the bartender holds the just under the tap at a 45 degree angle without touching the tap. With "the head", one lowers the glass to allow the natural formation of the foam head. With "removal", the bartender closes the tap quickly and moves the glass away so beer doesn't dip in the glass. While the head foams up and overflows the side of the glass, "the beheading" of the foam takes place smoothly and gently with a head cutter. Then comes "the judgement", where the perfect call is taken for the amount of foam in the chalice, which is about 2 fingers. Then comes the "cleansing" bit, where the bottom and the sides of the glass are cleaned properly. The final "bestowal" is the presentation of the perfect Stella Artois on a clean beer coaster with the logo facing the consumer.

HISTORY

It all began in the Belgian city of Leuven with a brewery called Den Horen (The Horn) and a fine brewing tradition dating back to 1366. In 1717, master brewer Sebastian Artois purchased the brewery and now over 600 years later Stella Artois is the number 1 Belgian beer in the world and present in over 80 countries. For the past 12 years Stella Artois has searched continents to bring the best bartenders together to compete and prove themselves in the 9-Step Pouring Ritual, demonstrating their dedication to the craft in order to be crowned World Draught Master.

About Stella Artois

Stella Artois® is part of a Belgian brewing tradition dating back to 1366. It is the number one Belgian beer in the world and is present in over 80 countries. Stella Artois® is a bottom filtered, blonde pilsner. It is thirst quenching with a malty middle and crisp finish delivering a full flavour and a hint of bitterness. Stella Artois® is best enjoyed served between 3 and 5 degree Celsius and should be served in the unique Stella Artois® Chalice Glass according to the 9 Step Pouring Ritual to guarantee a perfect experience of this gold standard lager.


CONTACT DETAILS
Manisha Chaudhry, Precision PR & Media, +91 9899797810, manisha@precisionpr.org

KEYWORDS
CONSUMER, ENTERTAINMENT, FOOD, MARKETING, MEDIA

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