Quest for the Stella Artois® World Draught Master 2011 begins Back to news

4th August 2011

– Premium continental lager celebrates ‘Les Créateurs de Beauté’ in fifteenth year of competition –

– UK Finals at IndigO2, London, 20 September 2011

– Global Finals in Buenos Aires, 26 October 2011

 Stella Artois, the UK’s number one premium lager, has launched its fifteenth annual World Draught Master competition – the annual contest in which bartenders from around the country compete to celebrate the Stella Artois pouring ritual. The competition is part of the Stella Artois’ ongoing investment programme to drive quality, sales and value in the UK on trade.

Quality Draught Masters Programme

Quality Draught Masters (QDM) 2011 is a programme of investment and support from Stella Artois for on trade customers – positioned to help drive sales and value amongst bar staff across the country by delivering a superior customer experience and improved practices.

Once registered, bartenders will attend exclusive QDM Masterclasses throughout April, May and June with Master Beer Sommelier, Marc Stroobandt, which will guide potential Stella Artois Beer Champions, ‘Les Créateurs de Beauté’, on how to perfect the Stella Artois pouring ritual. At these Masterclasses participants will be taught how to appreciate different beers, food pairing, cellar management and stock control, as well as improved serving standards.

Following this, to enhance staff expertise in the bartender’s outlet, specialist serving tools including; glassware, cups, skimmers, coasters, drip catchers and ‘Train the Trainer’ toolkits will be provided to drive quality and sales. In addition, a complementary case of Stella Artois chalice glasses are included. The chalice plays a pivotal role in enhancing the distinctive aromas and flavours of the beer by causing a wave when the liquid is poured, thereby enhancing head retention and flavour and so creating a superior beer experience.

James Watson, Marketing Director of Stella Artois Western Europe, says: “Following on from the success of last year’s competition we’re expecting an even higher standard of skill and expertise from our entrants, and expect to make this year the most exciting World Draught Master contest yet. The competition provides us with a solid training programme to increase service standards across the industry, not only during the competition, but also in the long term.



The road to greatness

Outlets participating in the training will each be assessed by Cask Marque experts, and visited by mystery shoppers, which helps to ensure sustained change in customer perception and behaviour through improved practices. In order to reach this high standard a variety of rewards and incentives will be available – with the ultimate being the outlet’s best bartender moving forward to the UK National Draught Master final on 20 September 2011. The national winner will then continue their quest to become the World Draught Master 2011 by representing the UK at a spectacular global final which will be held in Buenos Aires on 26 October.

Jonathan Crow, UK Draught Master Winner for 2010, says: “Competing in Stella Artois World Draught Master was the biggest and best thing I’ve ever done. The training and support I received has really helped me develop my skills as a bartender and sales have shot up since the competition because customers really appreciate it when they see you taking care and time to serve a really great beer.”

The global finalist deemed to have perfected the Stella Artois pour will be crowned Stella Artois World Draught Master 2011, and will embark on a global journey during which they will visit more than 20 different countries as a Stella Artois brand ambassador to share their passion and dedication to the craft.

James Watson continues, “The brand’s time-honoured pouring ritual helps ensure consumers around the world are served as they are on the continent. Leuven’s gold-standard lager should only be poured one way, and it is important that all those who serve Stella Artois pay as much attention to serving it as we do to making it.”


The dates

UK Finals –20 September, IndigO2, London

Some of the nation’s most skilful bartenders will meet in London on 20 September for a night of sophisticated entertainment and competition at the Stella Artois World Draught Master 2011 UK Finals. The UK finalists, who will have been trained in the artistry of pouring the perfect pint, will then demonstrate their skills before a panel of experts. The winner of this event will go on to represent the UK at the World Draught Master Global Finals.


Global Finals – 26 October, Buenos Aires, Argentina

The Stella Artois World Draught Master Global Finals 2011 will see the UK Draught Master compete on an international stage against countries from around the globe. Each step of the time-honoured 9-step Stella Artois pouring ritual will be scrutinised, in the quest to earn the coveted title of Stella Artois World Draught Master 2011.

Participants must be aged 21 years or over.

For more information about the Stella Artois 2011 World Draught Master competition, visit or


Media requiring further information or interview opportunities please contact:

Sarah-Jane Spooner (T) 020 7395 7002 (E)

Charlotte Pamment (T) 020 7395 7074 (E) charlotte.pamment


Notes to Editors

The Stella Artois pouring ritual:

  1. The Purification – Use a clean and rinsed branded glass
  2. The Sacrifice – Open the tap in one quick action and let the first drops of beer flow away
  3. The Liquid Alchemy Begins – Hold the glass just under the tap without touching it at a 45° angle
  4. The Head, although ‘Crown’ would be more appropriate – Lower the glass to allow the natural formation of the foam head
  5. The Removal – Close the tap quickly and move the glass away so beer doesn’t drip into the glass
  6. The Skim – While the head foams up and overflows the side of the glass, smooth it gently with a head cutter
  7. The Cleansing – Clean the bottom and sides of the glass
  8. The Two Finger Rule – The right amount of foam is usually about two fingers
  9. The Bestowal – Present the beer on a clean beer coaster with the logo facing the consumer


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 flavour 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 colour while releasing the beer’s flavour and aroma.

For more information visit

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