Even when you strip away the brand marketing from something like the Draught Masters, these competitions – and the service standards that they celebrate – do much to elevate the beer drinking experience, which is great for beer.

Congratulations and best of luck to Charles in Montreal!

Media Release

Charles Mudd from Menora to represent Australia in international beer-pouring competition

This week Menora local, Charles Mudd has been crowned the national winner in the Australian final of the Stella Artois World Draught Masters competition, which pitted top bartenders from Adelaide, Perth, Brisbane, Sydney, and Melbourne against each other in a competition to pull the perfect Stella Artois using its Nine Step Pouring Ritual.

Mudd will go on to compete in Montreal, Canada on October 25 and take on the world at the global finals.

The global winner will be crowned the Stella Artois Global World Draught Master ambassador and travel the world to share their passion for the brand and the beer experience with local bartenders and drinkers.

Mudd said: “I am so excited to be heading to Canada to compete against the world’s best. Winning the competition for Australia would be a great honour. We’ve had great representation over the years, but I hope to go one better and take the crown.”

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.

Bartenders are 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.

The Stella Artois Nine Step Pouring Ritual video is featured on the Facebook page:

www.facebook.com/StellaArtoisAustraliaand can also be viewed through the “Stella Artois 9 Step Pouring Ritual” iPhone app.

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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 theworld and is distributed in almost 80 countries worldwide. In Australia, it is the third largest international premium beer brand.

The Nine Step Pouring Ritual

Step 1 – The Purification

The perfect beer deserves a spotless glass. This isprecisely why barmen 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 barman 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 littleskill with a knife. In other words, as the frothy head foams over the edge of the chalice glass, the barman should gentlycut it off. Doing so prevents the beer from going flat too quickly.

Step 7 – The Judgement

Perfection is in the details. Specifically, it’s injust the right amount of foam. Three centimeters. 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.