Stella Artois has launched the U.S. portion of its World Draught Masters competition, which challenges entrants to master the Stella Artois 9-Step Pouring Ritual.
From Sept. 9 through Sept 30, seven U.S. cities — Miami, Las Vegas, Phoenix, Boston, Denver, New York and Washington, D.C. — will host live competitions in which beer enthusiasts are trained in the 9-Step Pouring Ritual, then have the opportunity to showcase their command of the process. U.S. hopefuls outside those markets can participate via the virtual pour competition on the Stella Artois Facebook Page.
“Stella Artois’ 9-Step Pouring Ritual brings the care and craftsmanship that go into brewing our beer to the connoisseurs who enjoy it, ensuring that each chalice of Stella Artois is perfectly poured and preciously presented,” said Alexander Lambrecht, the brand’s global marketing manager. “Our annual World Draught Masters competition celebrates the brand’s heritage and recognizes the most skillful Draught Masters from around the world.”
Winners from the seven semi-final markets, and one wild-card participant, will advance to the U.S. finals Oct. 7 in Washington, D.C. The wild-card winner will be randomly chosen from the top national scorers in the virtual 9-Step Pouring Ritual game on the Stella Artois Facebook page. To enter, fans can visit www.facebook.com/stellaartoisusa now through Sept. 15. Those achieving a score of 90 or higher may fill out the official online entry form for a chance to win the wild-card entry to the Stella Artois U.S. Draught Masters Finals in Washington, D.C.
The U.S. winner will represent the United States at the 2011 Stella Artois World Draught Masters global finals in Buenos Aires, Argentina on Oct. 26.