August 20, 2010 (Boston, MA) – Showcasing a centuries old beer-pouring ritual, some of the country’s most skilled tap virtuosos will meet in Boston Sept. 17 for the U.S. finals of the 2010 Stella Artois World Draught Masters competition. Now in its 14th year, the annual competition epitomizes Stella Artois’ dedication to delivering superior beer the world over and showcases the unique Belgian beer experience that Stella Artois aficionados have enjoyed for more than six centuries.
Competing for a slot at the 2010 Stella Artois World Draught Masters finals in Old Billingsgate, London on Oct. 28, the finalists will demonstrate their beer-pouring prowess before a panel of distinguished judges who will carefully scrutinize each and every phase of the essential Stella Artois 9-Step Pouring Ritual.
Among the 16 U.S. finalists, 15 will be selected from regional events throughout the nation over the next five weeks and one will be a wild-card participant randomly chosen from the top 25 national scorers in the interactive 9-Step Pouring Ritual game found at www.DraughtMasterUSA.com.
“A perfect pour is fundamental to experiencing the perfect Stella Artois,” said Alexander Lambrecht, global marketing manager for Stella Artois. “The brand’s time-honored 9-step Pouring Ritual helps ensure all adults around the world are served as they have been in Belgium for more than 600 years. Belgium’s gold-standard lager should only be poured one way, and it is important that all those who enjoy Stella Artois pay as much attention to serving it as we do to making it.”
From Aug. 17 through Sept. 10, eight regional semi-final markets—Tampa, Orlando, Las Vegas, Denver, Phoenix, Washington D.C., New York and Boston—will hold competitions in which consumers will be trained in the 9-Step Pouring Ritual, then demonstrate their mastery of the process.
Once chosen, the U.S. Draught Master crowned in Boston will rendezvous in London with the other 31 individual competition winners from around the world to perform the centuries-old Belgian Pouring Ritual and compete for the 2010 Stella Artois World Draught Masters title. As in Boston, the World Draught Masters event in London will feature the style of 1960s Franco-European cinema with props, music, clothes and sets from the era.
The Draught Master crowned at this year's global competition will embark on a quest during which he/she will visit more than 20 different countries as a Stella Artois brand ambassador and share his/her passion and dedication to the craft of the perfect pour.
For more information and to join the global Stella Artois community to begin your own personal quest for perfection, visit www.DraughtMasterUSA.com.
About Stella Artois®
Stella Artois traces its origin back to 1366 to the Den Hoorn brewery in Leuven, Belgium, just outside of Brussels. The beer was originally brewed to celebrate Christmas, and it was named Stella (Latin for “star”) for its exceptional clarity. Stella Artois has a pleasantly bitter flavor and refreshing finish that distinguishes it from other European lagers. Stella Artois should only be served in its signature chalice, which showcases its rich, golden color while releasing the beer's flavor and aroma.