Yes, there’s a lot of brandwank involved in Nine Step Pouring Ritual, starting with the apparent need to capitalise every letter of the name, but at the same time let’s not throw the baby out with The Liquid.
There is still plenty of substance to the ornately-named pouring process and the more widespread good bar techniques become, the better it is for the beer culture. It doesn’t crop up in the media release but aside from the World Draught Masters, Lion has been investing quite heavily recently in national draught beer training at venues that serve Stella and its other brands.
So, congratulations to Charles Mudd on his achievement at the World Draft Masters.
Media Release
Aussie bartender picks up silver in international beer-pouring competition
Australia’s own, Charles (Charlie) Mudd from Menora, Western Australia, has come runner-up in the international Stella Artois World Draught Masters competition which took place in Montreal, Canada just last month. Bartenders from across the world were judged on their ability to pour a Stella Artois according to the Nine Step Pouring Ritual – a process that has been developed to ensure beer lovers experience the perfect beer.
Mudd competed against 21 other bartenders who were chosen from countries including Japan, Argentina and Puerto Rico.
Monique Henderson, Brand Manager for Stella Artois said: “After three rounds of competition, only two competitors were left standing, Charlie and Allaine Schaiko from Belgium. Despite a gallant effort from Charlie, the Belgian took the crown.
“We’re extremely proud of Charlie – and the fact that he came second against someone from Belgium, the home of Stella Artois, shows Aussies are well and truly up with the best when it comes to pouring the perfect beer!”
Whilst he didn’t take up the top spot, Mudd was happy to take home the silver: “I was proud to represent Australia in Montreal. The Stella Artois World Draught Masters is a once in a lifetime opportunity and definitely the highlight of my career. I have learnt even more about one of my passions in life – beer – and had the opportunity to travel abroad and meet so many great people who also share my passion,” said Mudd.
Currently in its 16th year, bartenders from around the world are invited by Stella Artois to demonstrate their beer serving prowess annually before a panel of distinguished judges.
The Stella Artois World Draught Masters 2013 competition promises to be even grander than this year, with entries for the Australian competition opening mid next year with specific dates announced on www.facebook.com/StellaArtoisAustralia.
The Stella Artois Nine Step Pouring Ritual video is featured on the Facebook page and can also be viewed through the “Stella Artois 9 Step Pouring Ritual” iPhone app (accessible only to people aged 18+).
Notes to the editor:
About Stella Artois
Stella Artois was first brewed as a Christmas beer in Leuven, Belgium. It was named “Stella”, Latin for “star”, from the star of Christmas, and Artois, after Sebastian Artois, founder of the brewery. The premium lager has a full flavour and clean, crisp taste.
Stella Artois is the number one Belgian beer in the world and is distributed in almost 80 countries worldwide. In Australia, it is the third largest international premium beer brand.
About The Nine Step Pouring Ritual
Step 1 – The Purification
The perfect beer deserves a spotless glass. This is precisely why bartenders need to thoroughly rinse and clean the Stella Artois chalice glass prior to serving. Doing so prevents the head of foam from disappearing too quickly, leaving the beer unprotected.
Step 2 – The Sacrifice
The perfect pour starts with the perfect mispour. Well, to be specific, it starts with the bartender allowing the first burst of foam to flow away. Doing so ensures that every drop of Stella Artois that reaches the chalice glass is fresh.
Step 3 – The Liquid
Alchemy begins – the chalice glass is held at a 45 degree angle. When the beer hits the chalice glass and begins to circulate, it creates the ideal proportion of foam in relation to the liquid.
Step 4 – The Head
Although “crown” would be more appropriate. The natural creation of the foam head occurs by straightening and lowering the glass. This initial foam is important as it prevents the beer from coming into contact with the air and losing any flavour.
Step 5 – The Removal
The bartender then closes the tap in one quick action and moves the glass away from the font to prevent any drops from falling into the glass. These drops come into contact with the air, and oxidize, making them unworthy of the glass of Stella Artois.
Step 6 – The Beheading
Pouring a Stella Artois takes patience and a little skill with a knife. In other words, as the frothy head foams over the edge of the chalice glass, the bartender should gently cut it off. Doing so prevents the beer from going flat too quickly.
Step 7 – The Judgement
Perfection is in the details. Specifically, it’s in just the right amount of foam. Three centimetres. No more – no less. This head creates a protective “cap” that keeps your Stella Artois from going stale.
Step 8 – The Cleansing
Your bartender then rinses the bottom and sides of the glass. This step keeps the outside of the chalice glass clean and comfortable to hold.
Step 9 – The Bestowal
Finally, the Stella Artois is served to on a coaster, accompanied by the drip catcher at the base. Behold the perfect glass of Stella Artois.
Matt,
continuing our discussion from twitter…. I was feeling a little defensive about my flippant comment (that this was a contest in turn polishing) until I saw your last post (“they do have to be able to speak of the product and I know their current training deals with that”). In all seriousness I don’t think training and a contest that emphasises the cosmetic and gives bar staff knowledge of a single product has much positive about it at all. It sounds like the training on setting timers and sprinkling salt that must be given out at MacDonalds.
If Stella were serious they would be sponsoring a thorough and independent contest in helping customers make informed choices and serving a variety of beers well.
Dominic
Sure, it’s a branding exercise and you’d never expect them to do something industry wide (although Cascade did with their iPhone app, so it does happen from time to time. Also the training that I know of is about beer generally, not just the brand). But, so far as that goes, it’s at least a positive branding exercise. We’re always happy to trash what we regard as dodgy stuff that damages the wider perception of beer, but we also highlight the marketing that is at least pushing beer delivery and service in the right direction. Anything that gets a beer drinker thinking more about beer service and presentation should be applauded, even when its dripping with branding.