The winner of the World Draught Master title has to show they have the ultimate level of expertise to triumph over the very best bar talent anywhere on the globe.
Not everybody can reach this absolute peak of perfection — but every bar person can strive to improve their skills and Stella Artois is supporting them with its biggest on-trade initiative of recent years.
It is helping people reach new heights with its Quality Training Programme designed to ensure they dispense the "perfect pint" every time.
Dispense perfection - the ability to "create something beautiful with Stella Artois" - will build business by developing customer loyalty and attracting new consumers to your outlet.
Stella Artois is distributing training kits - featuring educational material, skimmers and coasters - to provide outlets with the tools to raise their game and increase profit by dispensing a beautifully-served lager every time.
That has been backed up with 34 master classes staged recently providing practical training and guidance to help bar staff improve skills and absolutely delight customers every time.
There was a positive reaction to the training from licensees: "I really enjoyed the course and have learnt a lot of good points," said Kieran McWilliams of the Traveller's Tavern pub. "It's always great to have trainers that are passionate about what they do," said Hilary Fulton of The Greyhound Inn.
Advertising focusing on the classic pouring ritual is emphasising the premium message - and helping drive more consumers to seek out a memorable Stella Artois drinking experience.
Research shows that six out of ten customers who get a perfectly-served drink will return to the outlet* - so quality is a major factor in retail success.
* TNS Alcovision
If you wish to stock Stella Artois - please ring 0870169 69 69.