Simone Mahdi Masters the Stella Artois Pouring Ritual and
Qualifies for World Draught Masters Global Finals in Montreal
London, UK (20th September, 2012) – Today, Simone Mahdi of Henry’s was formally anointed the “steadiest pouring hand” in the UK when she became the Stella Artois 2012 UK Draught Master by winning the national competition at The Minister Exchange, located in the heart of the City of London.
StellaArtois’ World Draught Masters competition is an annual search for perfect craftsmanship among men and women from 26 countries across five continents. The World Draught Masters competition invites both expert bartenders and StellaArtoisfans to try their hand at StellaArtois’ time-honored 9-step pouring ritual.
Simone Mahdi qualified in the regional leg of the competition inManchesterbefore advancing to theUKfinals inLondon. Simone Mahdi beat a total of 16 participants in theUKfinals where, boasting an unrivalled expert touch, she completed the unique StellaArtoispouring ritual to progress to the international heats.
The judging panel at this year’s competition in theUKconsisted of Paul Van De Walle, Global Brew Master StellaArtois, James Watson, Stella Artois Brand Director Western Europe, Luke Morris, Stella Artois Quality Brand Ambassador and Chris Meyers, former Global World Draught Master Champion. Simone defeated Julie Bonney fromBlackpoolin the final duel.
Simone Mahdi will now head toMontreal,Quebec, to represent theUKfor the 2012 World Draught Masters Final where she will compete with finalists representing the other 25 nations in heated head-to-head duels against the world’s best. Here she will be required to complete the traditional StellaArtois9-step pouring ritual and the ultimate winner will be judged by a panel of experts at the famed Chalet Du Mont Royal.
The deserving winner will then embark on a global journey visiting more than 20 countries as a Stella Artois brand ambassador to share their passion and dedication to the craft and celebrate the skill and care that goes into delivering the ultimate “Thing of Beauty” – a perfect Chalice of StellaArtois.
Simone Mahdi said “Since the prestigious competition started back in 1997, no one from theUKhas ever taken home the World Draught Masters crown but I intend to change that. I have my Chalice at the ready and cannot wait to represent theUKat the grand final inMontreal.”
To steal the global crown Simone Mahdi will need to perfectly execute the famous StellaArtoispouring ritual – a challenge that is precise and complex, comprising nine key steps:
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 Head
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.
If the excitement of the prestigious 2012 World Draught Masters competition wasn’t enough, Stella Artois is also inviting consumers to celebrate the competition and demand pouring perfection every time, via Facebook. To participate, consumers simply take a photo of a perfectly poured Chalice of Stella Artois and upload it to the Stella Artois Connoisseur Facebook application, at www.facebook.com/Stellaartoisuk . The photos will be judged by a panel of experts, and the winners will receive a limited edition Stella Artois Connoisseur Chalice.
For more information, please contact:
Tel: 0207 632 4800
Notes to Editors:
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.
In addition to the World Draft Masters competition, StellaArtoisis also putting the Chalice in the hands of hundreds of thousands of adults across theUK. Symbolising quality and craftsmanship, the brand is bringing its iconic glassware to fans around the country and as part of a massive out of home and print campaign; the Chalice will also be seen by millions more.
The ambition is to give the consumer a first hand, quality experience of the perfect Stella Artois serve, reaching across both off and on-trade outlets. The activity launches with an out of home national campaign focusing solely on The Chalice. The simple strapline, ‘It’s not a glass, It’s a Chalice’, showcases the iconic Chalice, bringing to life the sophistication of the Stella Artois experience.
The Chalice will be offered to off trade consumers in StellaArtois’s biggest ever instant redemption promotion. Half a million Chalices will be given away to adults of legal drinking age who purchase selected packs of Stella Artois.* The promotion will run across selected off trade multiples starting from early September. As well as the national advertising campaign, the promotion will be supported across digital and social media channels, plus in-store point of sale material.
About Anheuser-Busch InBev
Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with an American Depositary Receipt secondary listing on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer and one of the world’s top five consumer products companies. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands – those with the greatest growth potential such as global brands Budweiser®, Stella Artois® and Beck’s®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseröder® and Jupiler®. In addition, the company owns a 50 percent equity interest in the operating subsidiary of Grupo Modelo, Mexico’s leading brewer and owner of the global Corona® brand. AB InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgiumdating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USAsince 1852. Geographically diversified with a balanced exposure to developed and developing markets, AB InBev leverages the collective strengths of its approximately 116,000 employees based in operations in 23 countries worldwide. In 2011, AB InBev realized 39.0 billion US dollar revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit: www.ab-inbev.com.