Since 1997, the Stella Artois World Draught Master Competition has been dubbing champions who can best adhere to the strict nine-step pouring ritual. In August, Hard Rock Hotel bellman Scott Ast took first place in the 2010 regional competition, then went on to take third in the nationals in Boston.
Step 1. The Purification
Begin with a cleaned and rinsed Stella Artois-branded glass.
Step 2. The Sacrifice
Open the tap in one quick action and let the first drops of beer flow away.
Step 3. The Liquid Alchemy begins
Hold the glass just under the tap without touching it, at a 45-degree angle.
Step 4. The Crown (Head)
Lower the glass to allow the natural formation of the foam head.
Step 5. The Removal
Close the tap quickly and move the glass away so beer doesn’t drip into the glass.
Step 6. The Beheading
While the head foams up and overflows the side of the glass, smooth it gently with a head-cutter.
Step 7. The Judgment
The right amount of foam is usually about two fingers in height.
Step 8. The Cleansing
Clean the bottom and sides of the glass.
Step 9. The Bestowal
Present the beer on a clean beer coaster with the logo facing the consumer.