Stella's quest for draught master begins

19 May, 2011

Stella Artois’ seven-month quest to find its “draught master” has begun with the launch of the Quality Draught Masters Programme.

The programme is the prelude to the Stella Artois World Draught Master 2011 contest, which will see participants from 24 countries compete in national finals and a global final in Buenos Aires in October.

In the UK, the programme will see 1,000 outlets participate, double the number of last year, with  bartenders attending master classes on the Stella “pouring ritual” with beer sommelier Marc Stroobandt.

Participants will also be taught about food pairing, cellar management, stock control and how to “appreciate different beers”.

Cask Marque “experts” and mystery shoppers will assess participating outlets, with the 28 best bartenders progressing to the national final.

Stella will provide bartenders with “specialist serving tools” that comprise cups, skimmers, coasters, drip catchers, “train the trainer” toolkits and branded chalice glassware.

According to Stella, its investment in the programme will deliver “superior customer experience and improved practices” that will “help to drive sales and value”.

Last year’s UK winner, Jonathon Crow of Young’s Lamb Tavern in London said: “The training and support I received has really helped me develop my skills as a bartender.

"Sales have shot up since the competition because customers really appreciate it when they see you taking care and time to serve a really great beer.”


Christian Davis

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