Stella Artois 600 Years of Belgian Heritage
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HE FOLKS AT STELLA ARTOIS® are extremely proud of their Belgian roots. Their story can be seen on every bottle of Stella Artois. If you look closely, hints of their origins are proudly displayed. By 1366, roots of Stella’s brewing tradition had been established in the city of Leuven, Belgium– which is also where the original Den Hoorn brewery was founded. Den Hoorn laid the foundation for the quality taste and standard Stella Artois is known for. The symbol of the Den Hoorn Brewery is proudly displayed in Stella Artois’ cartouche to this day. Sebastian Artois Sebastian Artois was admitted to the Leuven Brewer’s Guild as a Brew Master in 1708, and only nine years later purchased the Den Hoorn brewery. In memoriam, you can find his last name on the brewery and every bottle of Stella Artois around the world. Originally Brewed for the Holidays The Artois Brewery was so beloved internationally and locally, a special batch was created as a Christmas gift to the people of Leuven. That special batch was the first to officially include “Stella” in its name. “Stella,” meaning star in Latin, pays homage to this original occasion, accompanied by a star on every bottle. So next time you see a bottle of Stella Artois, take note of the rich history paired with the rich flavor on and in every bottle.
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How to Pour Perfection The Stella Artois® 9 Step Pouring Ritual Pouring the perfect Stella Artois® is key to enjoying the perfect Stella Artois®. The brand’s time-honored nine-step ritual helps ensure that consumers everywhere are served as they would be in Belgium. After hundreds of years of brewing experience, there is only one way to pour a Stella Artois®, and it is important that all those who serve Leuven’s gold standard lager pay as much attention to serving Stella Artois® as we do to brewing it. The 9-step pouring ritual: 1. The Purification: Use clean and rinsed branded glass. 2. The Sacrifice: Open the tap in one quick action and let the first drops of beer flow away. 3. The Liquid Alchemy Begins: Hold the glass just under the tap without touching it at a 45° angle. 4. The Head: Lower the glass to allow the natural formation of the foam head. 5. The Removal: Close the tap quickly and move the glass away, so beer doesn’t drip into the glass. 6. The Beheading: While the head foams up and overflows the side of the glass, smooth it gently with a head cutter. 7. The Judgment: The right amount of foam is usually about 2 fingers. 8. The Cleansing: Clean the bottom and sides of the glass. 9. The Bestowal: Present the beer on a
clean beer coaster with the logo facing the consumer. Not only has it been proven that correctly-poured Stella Artois® results in satisfied consumers and increased brand loyalty, but bartenders, too, become true brand ambassadors once they have mastered the art of serving Stella Artois®. The annual Stella Artois® World Draught Master Competition – established in 1997 - heralds the importance of this pouring ritual. Bartenders from around the world compete to demonstrate their beer-serving prowess before a panel of distinguished judges who carefully scrutinize each and every step. Say Bonjour to the Simple Life Imagine the taste of... A soft, fruity sweetness paired with a crisp, dry finish made with hand picked apples from wine-growing regions. A perfectly balanced and blended cider to awaken your senses. That is Stella Artois Cidre, my friend. Host Beautifully Discover the art of hosting with tips from experts in the world of food, entertainment and style by visiting www.stellaartois.com.