Perfection in a Pint Brings Crowning Glory for New Stella Artois UK Draught Master

As well as a trip to New York, Will Maltby also received a cash prize of £500 to reward his outstanding display of bartending expertise and ability to dispense a perfectly poured chalice glass of Stella Artois.

Seven finalists selected from licensed outlets across London competed for the title of UK Draught Master by showing they could follow the classic Stella Artois pouring tradition and serve the perfect glass correctly to a panel of judges headed by Stella Artois Brew Master, Paul van de Walle. “The standard of the competitors was very high, which is encouraging and shows that an ever-increasing number of bar staff are taking the brand’s quality message on board.”

Runners up in the UK competition were Charlotte Bradley from Henry Holland in Mayfair, central London who came second and Kelly Foran from the Flying Horse, in Finsbury, north London who came third.

Andreas Hilger, Marketing Director, InBev UK, said: “This event gives bartenders the chance to demonstrate the care and skill that goes into every glass of Stella Artois. The initiative once again reflects our continued commitment to encouraging improved retail standards to ensure that Stella Artois drinkers enjoy the very best quality drinking experience every time.”

The competitors in the annual event were for the first time able to utilize the quality boost provided by the recently launched Stella Artois Chalice glass featuring innovative enamel nucleation for improved head retention.

The 2009 UK Draught Master event underlines the unrivalled product quality and brewing heritage of Stella Artois – the leading premium lager in the on-trade and No. 1 take home alcoholic drinks brand.

The winner of the UK event will join a record number of bartenders from more than 32 countries at the Stella Artois World Draught Master Global Final being held in another iconic capital location: The New York City public library.

This is the first year the competition has been held outside of Stella Artois’s home in Leuven, Belgium and is part of a new touring format that will result in the competition being held in different countries each year. The 2009 New York based World Draught Master Final also marks Stella Artois’s tenth anniversary since its arrival in the United States of America.

Hilger added: “As Stella Artois has increased in popularity so has the appeal and interest around the world for hosting the Stella Artois World Draught Master Final and this year we have expanded our Draught Master competition for the first time to truly reflect the globalness of the event.”

The ultimate winner will embark on a global quest visiting more than 20 different countries in the journey of a lifetime and will spend three months working as an Ambassador for Stella Artois sharing the passion and dedication to the craft.