Stella Artois kicked off the semifinal round of its U.S. Draught Masters Competition in Tampa and Orlando last week. This is the 14th year of the Belgian brewer's contest but the first time it was open to consumers in addition to professional bartenders.
"The brand's time-honored nine-step pouring ritual helps ensure all adults around the world are served as they have been in Belgium for more than 600 years,” said Alexander Lambrecht, global marketing manager for Stella Artois. “Belgium's gold-standard lager should only be poured one way, and it is important that all those who enjoy Stella Artois pay as much attention to serving it as we do to making it."
Tampa and Orlando are two of the eight U.S. cities to host regional events in the 2010 contest, with judging based on mastery of the brand’s pouring ritual. Stella Artois offered complimentary invitations to the contest through local bars and boutiques.
The Ritz Ybor in Tampa hosted the first semifinal round on August 18. More than 200 people attended the event, which began with cocktails and hors d’oeuvres provided by Catering by the Family. Later, judges selected two winners from 12 contestants who demonstrated their pouring skills on portable Stella Artois draft machines.
The following night the competition moved to Firestone Live in Orlando. Eight contestants vied for one spot in the next round, while more than 100 spectators enjoyed hors d’oeuvres prepared by Foodie Catering, Inc.
In both locations, conceptBAIT used red, gold, and white accents throughout the rooms to reflect the Stella Artois label. The brand’s signature chalice was the focal point of the centerpieces.
The Stella Artois U.S. Draught Masters Competition continues in Las Vegas, Denver, and Phoenix later this week, and will hit three more cities before the finals in Boston on September 17, which will include 15 regional winners and one from an online contest. The winner in Boston will be one of 32 people from around the world to vie for the title of 2010 Stella Artois World Draught Master in London on October 28.
