Being the beer drinker that I am, I excitedly headed over to the Grand Hyatt Kuala Lumpur on 18 April 2017 for the 7th Stella Artois World Draught Masters Malaysia Final – an event inspired by more than six centuries of brewing tradition, celebrating the elegance and skills that goes into pouring the ultimate “She is a Thing of Beauty” – a flawless chalice of Stella Artois, freshly drawn from a tap.
The Malaysian finals of the Stella Artois World Draught Masters competition – an annual event that honours beer connoisseurs’ mastery of the Stella Artois 9-Step Pouring Ritual, saw 12 finalists from across the country compete head to head, vying for the chance to be one of the top 3 in Malaysia and move on to the Regional Finals in Bangkok, Thailand in June 2017.
“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, former Stella Artois Global Marketing and Communication Director. “Our annual World Draught Masters competition celebrates the brand’s heritage and recognizes the most skillful Draught Masters from around the world.”
The marquee event in Stella Artois Malaysia’s calendar continues the brand’s tradition of bringing the competition from Belgium to cosmopolitan cities around the globe. The Draught Master crowned at this year’s Malaysia Final will become a Stella Artois Malaysia brand ambassador and share his/her passion and dedication to the craft of the perfect pour.
The 9-Step pouring ritual at the heart of the World Draught Master competition is rhythmic and complex. The Stella Artois® perfect pour is fundamental not only to ensure the highest beer taste but also adding theatre to the consumer experience. Each of the 9-Step pouring ritual in the signature Chalice serves a specific purpose and optimizes serving consistency, drinking enjoyment while delivering romance to the beer itself.
These steps include:
Step 1: The Purification
The Chalice must be cleaned and rinsed.
Step 2: The Sacrifice
The tap is opened in a single swift motion and the first drops of beer are poured.
Step 3: The Liquid Alchemy
The Chalice must be held at a 45° angle, just under the tap.
Step 4: The Crown
Lowering the Chalice permits the natural formation of the foam head.
Step 5: The Removal
The tap is closed quickly and the Chalice removed. No drips permitted.
Step 6: The Beheading
While the head foams up and threatens to overflow, a head cutter is deployed to smooth it gently.
Step 7: The Cleansing
The bottom and sides of the Chalice are to be cleaned.
Step 8: The Judgment
The perfect amount of foam equals two fingers.
Step 9: The Bestowal
The beer should be presented on a clean coaster, with the logo facing outward.
At the end of the competition, the judges eventually decided on the top 3 who would represent Malaysia at the regional finals:
Eddy Jay Jaimin from The Beer Factory Setiawalk
Tang Kum Loong from Freond Tavern Setiawalk
Chan Yoon Hong from Brussels Beer Cafe Ampang
We put Kassey through the 9 step pouring ritual which she successfully completed with guidance from Sean.
More info on Stella Artois at http://www.stellaartois.com
Stella Artois is distributed in Malaysia by Luen Heng F&B – http://www.luenheng.com
Photo credits: Andy Kho Photography (www.andykho.com) and Luen Heng F&B