Stella Artois World Draught Masters Competition Global Finals - Montreal hosts the best bartenders from 26 countries

MONTREAL, Oct. 12, 2012 /CNW Telbec/ - Earlier this year, Stella Artois® officially launched the 2012 World Draught Masters competition, an annual search for beer-pouring perfection among men and women from 26 countries across 5 continents. The finalists have now been chosen, and will be pitted against one another in a series of "head to head" duels at the Global Finals of the competition, which this year take place for the first time in Quebec, at the Chalet atop Montreal's famed Mount Royal, on Thursday, October 25.

The World Draught Masters competition invites expert bartenders and Stella Artois fans from around the globe to try their hand at perfecting the Stella Artois Nine-Step Pouring Ritual. This time-honoured tradition reflects the same care that goes into the Belgian lager, from the brewing process right through to the way it is served.

There are nine discrete steps in pouring a perfect glass of Stella Artois, and the smallest details resonate. "Just one spilled drop, a too-foamy head or a poorly cleaned glass, and you'll be out of the competition," explains Jonathan Garnier, spokesperson for the Global Finals and a jury member, who is also chef and co-owner of the Montreal cooking school La Guilde Culinaire. "But the Perfect Pour, brilliantly executed, can earn you the title of Stella Artois World Draught Master 2012," he continues. "There have been only 15 World Draught Masters crowned in the competition's history."

Canada has crowned its 2012 Draught Master 2012
On September 27, the Canadian Finals of the Stella Artois World Draught Masters competition took place in Toronto, crowning the finalist who will represent the country at the Global Finals in Montreal. Out of more than 500 participants in local and regional finals across the country who tried their hand at the Perfect Pour over the past few weeks, Jonathan Terninck, from Montreal, was judged the best and earned the chance to go up against the world's best on October 25.

What is the Perfect Pour?
The Stella Artois World Draught Masters competition is a distinctly Belgian experience. Beer occupies a hallowed position in that country and the beverage is traditionally served in glasses specifically designed to accentuate the specific flavour profile. For Stella Artois, that glass is the Chalice, which, together with the Nine-Step Pouring Ritual, provides the best possible drinking experience.

Each of the nine steps has equal merit in the Stella Artois World Draught Masters competition. They are:

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. 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 Cleansing
   The bottom and sides of the Chalice are to be cleaned.
   
   
8. The Judgment
   The perfect amount of foam equals two fingers.
   
   
9. The Bestowal
   The beer should be presented on a clean coaster, with the logo facing outward.

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 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.

SOURCE: LABATT BREWING COMPANY LIMITED

Source:
Jennifer Damiani
Communications Manager
Labatt Breweries of Canada

For more information, please contact:
Joëlle Paquette
TACT Intelligence-conseil
438 825-7481
[email protected] 

Jonathan Gendron
TACT Intelligence-conseil
418 576-2871
[email protected]