Stella Artois Opts for Public Exposure

Stella Artois® Opts for Public Exposure

For the first time ever, eighteen of the best bartenders from around the country will be publicly exposing… the art of draughting the perfect beer, when the Stella Artois® New Zealand Draught Master Competition goes public at the Auckland Foodshow!

Members of the public will be able to watch the best bartenders in the industry battle it out for the title of New Zealand’s Stella Artois® Draught Master 2005. In October, the winner of this event will go on to represent New Zealand in the Stella Artois® World Draught Master Competition in Brussels, Belgium, land of Stella Artois®.

Currently, regional competitions are taking place in over 25 countries around the world, with competitors eyeing the grand prize of a 2,500€ trip to anywhere in the world!

This is no ordinary beer pouring competition. It requires polished expertise in the art of pouring a perfect beer from the tap as well as the bottle, not to mention skill in the art of hospitality and an in-depth knowledge of the history and taste profiles of each Belgian beer poured.

Contestants will perform a detailed seven-minute routine requiring them to pour and serve three different traditionally-brewed beers – Stella Artois®, Hoegaarden® and Leffe®. Each has its own pouring ritual and characteristic glassware. In this way, the colour, aroma and taste of each beer can be fully appreciated.

Contestants are judged according to a detailed scoring system that measures mastery of precise pouring techniques and speed. Participants’ style and social skills such as spontaneity, eye contact, sociability and serving technique at the table will also be under the spot light.

The Stella Artois® New Zealand Draught Master Competition promises to be a complete sensory experience, with the audience being actively encouraged to sample the unique beer and food on offer, and even try the Stella Artois® pouring ritual for themselves!

Stella Artois® marketing manager, Justine Grebenar says beer quality and the art of pouring and presenting a beer with service excellence is essential for an exceptional drinking experience.

“Correct pouring and serving techniques have been developed to allow beer drinkers to fully appreciate the subtleties of Belgian beer, because in Belgium, the brewing and enjoyment of beer is taken just as seriously as wine is in France.”

“By letting the best bartenders in the industry demonstrate their art and compete in the public arena at the Auckland Food Show we hope to increase awareness of the importance of these techniques. What’s more, there is the opportunity for the public to have a go themselves so they can truly appreciate the tradition and ritual behind their glass of Stella Artois®.”

“We hope that through this event we can highlight the importance of service standards and increase the awareness of the pouring rituals which are a significant factor in the enjoyment and appreciation of Belgian beers. We want this competition to enhance the beer culture here in New Zealand,” Justine says.

Originating in 1997, the Stella Artois® World Draught Master contest is the only international draught master competition making this award one of the most prestigious and recognised titles to be bestowed upon bartenders around the world.

ENDS

Stella Artois®
Is the world’s best selling Belgian beer, enjoyed in more than 80 countries around the world. A crafted brewing process uses traditionally malted barley and the finest hops, resulting in a premium lager with superior quality and a full, unique flavour. Stella Artois® has a clear, pale golden colour with a fine, clean bitterness and a hint of citrus fruit. Alcohol volume = 5.2%

Hoegaarden® White
Is the authentic Belgian wheat beer, top fermented and then re-fermented in the bottle. Hoegaarden® White has a distinctive hazy yellow colour and an alcohol content of 5%. This is a sweet/sour beer with a little bitterness. It is slightly spicy, with a strong hint of coriander and a touch of orange.

Leffe® Brun
Is an authentic abbey beer originally hand crafted by monks. It is brewed with roasted malt to provide its full bodied, slightly fruity taste and its rich, deep brown colour. It is a medium strength abbey beer, which compliments all traditional Belgian meat dishes. Leffe® Brun is served with a creamy head in the chalice-type glass, continuing the traditions of the monks from Abbey de Leffe. It has an alcohol volume of 6.5%

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