Stella Artois Anoints Master of the Perfect Pour: Allaine Schaiko of Belgium Wins 2012 World Draught Masters Competition Held in Montreal

In front of hundreds of cheering spectators at
Montreal’s famed Chalet du Mont-Royal, Belgian Allaine Schaiko and Australian Charles Mudd
squared off in the final duel of Stella Artois’ annual World Draught Master Competition.

Their
challenge? Perform a complex Belgian beer-pouring ritual with speed and precision, on the clock and
under bright lights, before the watchful eyes of a panel of expert judges. Each year, the World Draught
Master competition aims to find the world’s steadiest pouring hand.
This year, which marked the first time Canada hosted the prestigious competition, Allaine executed his
mastery of the pour with a near perfect score. The Belgian was formally named the 2012 Stella Artois
World Draught Master. He is the 16th World Draught Master, having triumphed among Stella Artois
aficionados from around the world.
“A perfectly poured Chalice is a thing of a beauty and it brings me great joy to be recognized as the 2012
Stella Artois World Draught Master. I’ve come a long way honing my skills in the pursuit of executing the
9-step Pouring Ritual flawlessly,” said Allaine Schaiko, of Belgium. “With such a storied brewing
tradition, it is a true honor to have my name etched in the annals of Stella Artois history, especially
being from Leuven, Belgium, Stella Artois’ home town. I look forward to serving as a global ambassador
committed to ensuring every Chalice of Stella Artois is perfectly poured.”
Belgian beers are traditionally served in unique glasses developed to accentuate each beer’s unique
flavor profile. For Stella Artois, that glass is the Chalice. The 9-Step pouring ritual makes the best use of
the Chalice’s frame, stem and signature rim, and offers the best possible Stella Artois experience.
“Belgians treat beer as seriously as the Swiss treat timekeeping,” said Andrew Sneyd, Global Vice
President, Stella Artois. “The 9-Step pouring ritual is a subtle but important sign of respect for the
customer. We train Stella Artois connaisseurs worldwide to master the technique, and we invite the
best-of-the-best to compete against their peers from different countries. We’re proud to bestow the
title of World Draught Master on Allaine. He earned it. He showed an exceptionally steady hand under
pressure.”