ST. LOUIS (Aug. 17, 2011) – Taking the Belgian beer experience to new heights of perfectly poured sophistication, Stella Artois has commenced the U.S. portion of its World Draught Masters competition, an annual event that honors beer connoisseurs’ mastery of the Stella Artois 9-Step Pouring Ritual. On Oct. 7, U.S. finalists from across the country will rendezvous in Washington, D.C. at the celebrated National Building Museum to vie for the chance to move on to the global finals in Buenos Aires, Argentina.
Inspired by more than six centuries of brewing tradition, the 15th annual Stella Artois World Draught Masters competition celebrates the elegance and skill that go into pouring the ultimate “Thing of Beauty” – a flawless chalice of Stella Artois, freshly drawn from a tap.
From Sept. 9 through Sept 30, seven U.S. cities —Miami, Las Vegas, Phoenix, Boston, Denver, New York and Washington, D.C. — will hold live competitions in which beer enthusiasts are trained in the 9-Step Pouring Ritual, then have the opportunity to showcase their command of the process. U.S. hopefuls outside those markets can still participate via the virtual pour competition on the Stella Artois Facebook Page.*
“Stella Artois’ 9-Step Pouring Ritual brings the care and craftsmanship that go into brewing our beer to the connoisseurs who enjoy it, ensuring that each chalice of Stella Artois is perfectly poured and preciously presented,” said Alexander Lambrecht, Global Marketing Manager, Stella Artois. “Our annual World Draught Masters competition celebrates the brand’s heritage and recognizes the most skillful Draught Masters from around the world.”
Winners from the seven semi-final markets, and one wild-card participant, will move on to the U.S. finals. The wild-card winner will be randomly chosen from the top national scorers in the virtual 9-Step Pouring Ritual game on the Stella Artois Facebook page. To enter, fans can visit www.facebook.com/stellaartoisusa now through Noon CDT on Thursday, Sept. 15.