Stella Artois crowns Canada's master of the perfect pour

    Ontarian Joe Oppedisano will go on to represent Canada at the 2009 Stella
    Artois World Draught Master Competition

    TORONTO, July 26 /CNW/ - The top 16 finalists with the best pint-pouring
skills from across Canada came head to head at the Stella Artois National
Draught Master Competition last night at Andrew Richard Designs in Toronto,
each vying for a chance to become Canada's master of the perfect pour. In the
end, Joe Oppedisano from Maple, Ontario truly mastered the Stella Artois
Nine-Step Pouring Ritual - the finishing touch on a high-quality brewing
process that brings the rich heritage of Stella Artois to life.
    This is the first time Stella Artois fans have been able to participate
in the Draught Master Competition. Canadian champion Oppedisano will go on to
represent the country at the global Draught Master competition in New York
City. In preparation for this challenge, he will receive the full Stella
Artois experience and in-depth training at Stella Artois's brewery in Leuven,
Belgium.
    "The competition was fierce, but I had a blast perfecting the Stella
Artois Nine-Step Pouring Ritual alongside all the finalists!" said Oppedisano.
"I had a full support system here to cheer me on - this was definitely one of
the most memorable birthdays I've ever had. I'm excited to represent Canada at
the world competition in New York and can't wait to take on the other
finalists from all over the world."
    Beer experts were on-site at the competition to judge the technique
behind each pint poured along with Stella Artois representatives. Competitors
were scored on their ability to complete each of Stella Artois' nine steps for
the perfect pour. The judges scored the final product on a scale of 0
(incomplete) to ten (perfect).
    "The Stella Artois Draught Master Competition is the quest to find
Canada's master of the perfect pour. We've had nearly 9,000 people participate
in our quest and tonight was a culmination of six weeks of searching - all
while educating beer lovers across the country about Stella Artois," said John
Robinson, Stella Artois brand manager and competition judge. "We had some
fantastic competitors come very close to pouring perfection, but Joe
demonstrated true excellence at the Stella Artois Nine-Step Pouring Ritual. I
am excited for him to represent Canada at the Stella Artois global competition
in October and wish him the best of luck."
    Oppedisano will advance to the world championship in New York, NY, on
October 29, 2009, where he will compete against finalists from more than 30
other countries for the chance to be crowned the Stella Artois World Draught
Master.

    A GLIMPSE INTO BELGIAN BEER CULTURE

    This is the ninth year that Stella Artois has held its quest to find
Canada's master of the perfect pour and the first year the competition is open
to beer drinkers rather than just bartenders and servers.
    "This competition is the perfect opportunity for Canadians to get a
glimpse into Belgian beer culture - a culture that demands the highest respect
for quality, pouring technique, glassware and beer serving etiquette. We
wanted to share this great experience with beer drinkers from across Canada to
give them the chance to learn about the nine steps in Stella Artois' Pouring
Ritual - each of which serves a specific purpose in order to achieve the
perfect pour," continued Robinson.
    The Nine-Step Pouring Ritual includes steps such as 'The Purification',
where the chalice is rinsed with cold water, allowing the glass to reach the
same temperature as the beer; 'The Beheading' where the pourer gently cuts the
head on a 45-degree angle as it flows over the edge of the glass, eliminating
the larger bubbles that burst easily and accelerate the dissipation of the
head; and 'The Bestowal' - the final step, when the Stella Artois is served on
a coaster, accompanied by the drip catcher at the base.

    A GLOBAL TRADITION

    The Stella Artois Draught Master Global competition is now in its 13th
year and is held in more than 30 countries around the world. This year marks
the first year that the competition will be held in North America. The
Canadian finalist will receive the full Stella Artois experience and in-depth
training at the Stella Artois brewery in Leuven, Belgium prior to the Global
competition in New York City.

    ABOUT STELLA ARTOIS

    Stella Artois is one of Anheuser-Busch InBev's global flagship brands.
This premium brand is available in over 80 countries and sold close to 10
million hectolitres in 2008. With roots tracing back to the Den Horen brewery
in 1366, in the Belgian city of Leuven, it is now available in over 80
countries. For further information, visit www.clubstellaartois.com.

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
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For further information: Briar Wells, (647) 968-9295,
Briar.wells@edelman.com