Stella Artois Anoints Master of the Perfect Pour: Allaine Schaiko of Belgium Wins 2012 World Draught Master Competition Held in Montreal

Schaiko Masters Complex 9-Step Pouring Ritual to Become 16^th Stella Artois World Draught Master

MONTREAL, Oct. 26, 2012 /CNW/ - Last night, in front of hundreds of cheering spectators at Montreal's famed Chalet du Mont-Royal, Belgian Allaine Schaiko and Australian Charles Mudd squared off in the final duel of Stella Artois' annual World Draught Master Competition. Their challenge? Perform a complex Belgian beer-Pouring Ritual with speed and precision, on the clock and under bright lights, before the watchful eyes of a panel of expert judges. Each year, the World Draught Master competition aims to find the world's steadiest pouring hand.

This year, which marked the first time Canada hosted the prestigious competition, Schaiko executed his mastery of the pour with a near perfect score. The Belgian was formally named the 2012 Stella Artois World Draught Master. He is the 16^th World Draught Master, having triumphed among Stella Artois aficionados from around the world.

"A perfectly poured Chalice is a thing of beauty and I'm beyond excited to be the 2012 Stella Artois World Draught Master. I've come a long way honing my skills in the pursuit of executing the 9-step Pouring Ritual flawlessly," said Allaine Schaiko, of Belgium. "With such a storied brewing tradition, it's an honour to have my name part of Stella Artois' history, especially being from Leuven, Belgium, Stella Artois' home town. I'm looking forward to traveling the world as Stella Artois' global ambassador and ensuring every Chalice of Stella Artois is perfectly poured."

Belgian beers are traditionally served in unique glasses developed to accentuate each beer's unique flavor profile. For Stella Artois, that glass is the Chalice. The 9-Step Pouring Ritual makes the best use of the Chalice's frame, stem and signature rim, and offers the best possible Stella Artois experience.

"Belgians have a passion for beer that extends to all stages, from brewing to pouring to consumption. The commitment to artistry and perfection at this year's World Draught Master was a great tribute to that," said Jorn Socquet, Vice President of Labatt Breweries of Canada. "The 9-Step Pouring Ritual is an important part of serving a perfect Stella Artois and each of our 21 global competitors demonstrated a passion for this ritual. Stella Artois beer fans and connoisseurs worldwide are trained on this technique, and this year was a culmination of the best-of-the-best dueling for the title of World Draught Master. We're proud to crown Allaine with this title - he demonstrated an impeccable pour under pressure and will do a wonderful job representing Stella Artois around the globe."

Competitors from 21 countries participated in the 2012 World Draught Master competition. Finalists represent their home country, having won their nation's Draught Master title in the weeks leading up to the event. They are flown to the competition's host city - this year, gorgeous and cosmopolitan Montreal - where they spend a week celebrating with their peers and prepping for the Finals.

The 9-Step Pouring Ritual at the heart of the World Draught Master competition is rhythmic and complex. Steps include:

1. The Purification
		The Chalice must be cleaned and rinsed.
2. The Sacrifice
		The tap is opened in a single swift motion and the first drops of beer are poured.
3. The Liquid Alchemy
		The Chalice must be held at a 45° angle, just under the tap.
4. The Crown
		Lowering the Chalice permits the natural formation of the foam head.
5. The Removal
		The tap is closed quickly and the Chalice removed. No drips permitted.
6. The Beheading
		While the head foams up and threatens to overflow, a head cutter is deployed to smooth it gently.
7. The Judgement
		The perfect amount of foam equals two fingers.
8. The Cleansing
		The bottom and sides of the Chalice are to be cleaned.
9. The Bestowal
		The beer should be presented on a clean coaster, with the logo facing outward.

The judging panel at this year's competition included Stella Artois World Draught Master Emeritus Chris Myers; Stella Artois Canadian Draught Master Emeritus Joe Oppedisano; Labatt's Vice President of Marketing, Jorn Socquet; Global Vice President, Stella Artois, Andrew Sneyd; Global Stella Artois Brewmaster, Paul Van De Walle; and Stella Artois Canada Marketing Director, Arielle Loeb. In their estimation, Allaine Schaiko earned the title of Draught Master because of consistent excellence.

Competitors included:
Allaine Schaiko, Belgium						Lotha Alcantara Purto, Singapore
Arnaldo Hernandez Semidey, Puerto Rico						Audrey Marie-Anne, Guadeloupe
Bridgett Leggatt, Cayman Islands						Martyna Nedza, Cyprus
Charles Mudd, Australia						Melton Lopez Delfin, Hong Kong
Chase Schoondewoerd, New Zealand						Nitiput Phonwongloet, Thailand
Edgar De Litran, Chile						Sándor József Gulyás, Hungary
Encho Georgiev, Bulgaria						Simone Mahdi, United Kingdom
Jonathan Parker, Ireland						Steve Kim, United States of America
Jonathan Terninck, Canada						Vadym Krushynski, Ukraine
Julia Andrino, Argentina						Yasuaki Komon, Japan
Konstantinos Anastasiadis, Greece

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 flavor and a hint of bitterness. Stella Artois® is best enjoyed served between 3 and 5 degrees Celsius and should be served in the unique Stella Artois® Chalice according to the 9-Step Pouring Ritual to guarantee a perfect experience of this gold standard lager.

Image with caption: "Montreal's Jonathan Terninck shakes the hand of a fellow competitor after advancing to the quarter finals at the Stella Artois World Draught Master competition, held at Montreal's Chalet du Mont-Royal. Stella Artois hosted 21 competitors from around the world at the 16th annual event on October 26, 2012. (CNW Group/Stella Artois)". Image available at: http://photos.newswire.ca/images/download/20121026_C2377_PHOTO_EN_19767.jpg

Image with caption: "Belgium's Allaine Schaiko raises the 2012 Stella Artois World Draught Master trophy after winning the World Draught Master competition at Montreal's Chalet du Mont-Royal on October 26, 2012. Schaiko beat out 21 global competitors to take the title - the first time it's been awarded to a Belgian since 2008. (CNW Group/Stella Artois)". Image available at: http://photos.newswire.ca/images/download/20121026_C2377_PHOTO_EN_19768.jpg

SOURCE: Stella Artois

Briar Wells
647-968-9295
[email protected]