Nine steps to the perfect pour

BELGIAN BEER is traditionally served in unique glasses and the popular Stella Artois pilsner is no exception, arriving in front of the drinker in a perfectly poured chalice.
The brand, which has been existence since 1926, takes the pouring seriously too, organising the annual Stella Artois World Draught Masters competition to find the world’s steadiest hand.
Now in its 17th year, the competition gives Stella Artois an opportunity to show how an integrated approach to communications furthers brand position and emphasises the 9-step pouring ritual and the perfectly poured chalice.
Stella Artois World Draught Masters has been hosted around the world from New York City to London, with last year’s edition taking place at the historic Chalet du Mont-Royal high above Montreal, where Belgian Allaine Schaiko was crowned the winner. It was a true honour for Schaiko, given he’s from Stella Artois’ hometown of Leuven, and he’s currently serving as the brew’s global ambassador, working to ensure that every chalice of Stella Artois is perfectly served.
Here is Thailand, the competition has been held for the last three years and the 2013 contest drew the participation of 23 contestants from 23 outlets, with 11 making it through to the final.
The competition was held last week at Wine I Love You on Sukhumvit Soi 26 where contestants were tested and timed for a perfect serve of Stella Artois. Three winners, Samart Nhongmesup from Hyde & Seek Gastro Bar, Supatra Wicharapote from Beerosophy 101 and Pankorn Taksinbut from HOBS Rain Hill walked away with the title and will represent Thailand in the regional final along with Japan, Singapore, Malaysia, Micronesia and Hong Kong on October 22. The winner from the regional round will then compete in the world final in Cannes, France, next year.
Every beer needs a “ritual” in the pouring to ensure that the glass boasts a beautiful head and the beer is served at the proper temperature. Stella Artois takes that ritual one step further and insists that the beer is only served in its signature hand-blown, Belgian-made chalice, which is almost an art piece in its own right. The chalice is an eye-catching tulip-shaped glass with gold-rimmed lip and prominent star engraving at the stem. But it’s not just a pretty face. The curve helps create a perfect head and your thumb can rest neatly and elegantly on the carved stem, keeping the content cool longer.
And it takes nine steps to make a perfect glass of Stella Artois. The first step is purification and demands that the chalice is rinsed in cold water to allow the glass to reach the same temperature as the beer. The first burst of foam is then released from the tap before the pour begins with the glass tipped at a 45-degree angle.
The creation of the foam head occurs by straightening and lowering the glass. This fourth step is important as it prevents the beer from coming into contact with the air and losing any flavour. In step five, the glass is removed from the tap with care taken to ensure that no extra drops find their way into the chalice.
The sixth step involves “beheading” the foam to eliminate large bubbles that tend to burst easily and accelerate the dissipation of the head. The seventh step calls for judgement and a check that the head is exactly 2-inches thick. This final head creates a “cap” that keeps the beer from getting stale too soon. The bottom part of the chalice is then rinsed in cold water again, to clean the glass and make it comfortable to hold.
The chalice is then served on a coaster with a drip catcher at the base. Cheers!
With sales of almost 6 million barrels a year, Stella Artois is available in more than 80 countries and has become the world’s most popular Belgian export.