![]() Inspired by more than 600 years of brewing tradition, this annual competition encourages staff training and development in the art of delivering a superior beer experience to consumers while celebrating the skill and care that goes into creating the ultimate “Thing of Beauty” – a perfect chalice of Stella Artois. Now in its 15th year, the Stella Artois World Draught Masters competition will once again see bartenders from more than 28 countries compete with skill and mastery in performing the Stella Artois nine-step pouring ritual. While these competitions certainly focus on practical bar skills and add some much needed theatre to bars and hotels, the real test of the program is what happens when the bar staff step out from behind the sponsors logoed font and away from the heavily reinforced brand language and answer questions about beer. Once again it is the battle of Australia’s big two, with Lion Nathan-brewed Heineken up against CUB-brewed Stella Artois. Following on from James Davidson’s look at the Heineken Perfect Pour program, we seem to be in the midst of an international brand pouring battle.
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