Stella Artois Crowns World Draught Master 2011 Back to news

31st October 2011



– After a year-long series of competitions, Nanda Nkumar Sethy representingDubaiis chosen to embark on global quest to bring the art of the perfect pour to bartenders all over the world –

 BUENOS AIRES, ARGENTINA – 27 October 2011 – Now in its fifteenth year, the Stella Artois World Draught Masters competition celebrates the skill and passion of bartenders around the world, testing their ability to perform the time-honoured 9-step Pouring Ritual with flair and finesse. This year’s global finals, held in beautiful Buenos Aires, Argentina, saw competitors representing 25 countries come together to determine who is the best of the best. Competitors took to the stage to demonstrate not only their technical prowess, but also their passion for delivering a superior beer experience, as they presented Leuven’s gold standard lager in limited edition chalice glasses, designed by renowned Argentine sculptor, Juan Carlos Pallarols, to the panel of distinguished judges.

Tonight, Nanda Nkumar Sethy, was crowned Stella Artois World Draught Master 2011, having demonstrated great skill, passion and an eye for detail in each of the three rounds of the competition.

After a tense semi-final round, an enthusiastic audience of Stella Artois connoisseurs watched on as the finalists demonstrated bartending skill and passion. A tense pouring finale followed, before Nanda Nkumar Sethy was announced the winner and returned to the stage to claim their trophy. Sethy, hailing from Dubai now begins a global journey as an ambassador for Stella Artois and his own quest to ensure every chalice of Stella Artois the world over is perfectly poured and preciously presented.

Guests were also treated to entertainment from renowned Argentine singer, Elena Roger, and a specially commissioned “aerial tango” from legendary theatre group De La Guarda. Viewers from around the world watched the event live online at and on the brand’s Facebook page.

Alexander Lambrecht, Global Marketing Manager, Stella Artois, said,

“Stella Artois’ World Draught Masters competition is integral to our ongoing quest to deliver superior beer experiences around the world ensuring that Stella Artois is served with the same care, consideration and craftsmanship that goes into brewing Leuven’s gold standard lager. We were extremely proud to have welcomed the fantastic finalists from around the world, and as ever, the competitors distinguished themselves, demonstrating poise, passion and perfection. We were especially pleased to extend the reach of the event through our live stream of the show, enjoyed by viewers at home, and at local viewing parties where friends and family of our competitors gathered to show their support.”

Binod Karel of Hong Kong came in second place and Stocia Simona Nicoleta of Romania came in third place. Remaining contestants came from: Argentina, Australia, Belgium, Brazil, Bulgaria, Canada, Finland, Greece, Guadeloupe, Ireland, Israel, Japan, Malaysia, New Zealand, Paraguay, Puerto Rico, Singapore, South Africa, Thailand, Ukraine, United Kingdom and United States of America.

The Stella Artois 9-Step Pouring Ritual: Pouring to Perfection

The Stella Artois World Draught Masters competition – established in 1997 – is organised on a yearly basis to make it known to the world that the perfect pouring is key to enjoying the perfect Stella Artois. The brand’s time-honoured 9-step pouring ritual helps ensure that consumers everywhere are served as they would be in Stella Artois’ home country of Belgium. Not only has it been proven that correctly-poured Stella Artois results in satisfied consumers and increased brand loyalty, but bartenders around the world become true brand ambassadors once they have mastered the art of serving Stella Artois.


Media requiring further information or interview opportunities please contact:

Laura Vallis

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+1 (212) 573-9283

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