Stella Artois is enjoyed in more than 80 countries. With an annual production of more than 9 million HL, it is one of the biggest global beer brands. Stella Artois was introduced in Malta by GSD Marketing Ltd in 1995. Stella is part of the Anheuser-Busch InBev Group, which is the largest brewer in the world.
The first three establishments that received professional training by Stella Artois were Hugo’s Pub and AXM Club in St Julian’s and Traveller’s Café in Bugibba. GSD Marketing Ltd is providing all outlets offering Stella on draught with the brand’s famous chalices. Serving Stella in the right chalice is the first step to reach the Gold Standards status.
“Stella Artois is known worldwide not only for its distinct taste, but it is also associated with its capacity to make beer a thing of beauty,” said Frederick Broeckhoven, a Stella Artois World Draught Master and Gold Standards Programme visiting trainer. “For this reason, Stella Artois pays great attention to the details involved in the serving ritual which takes beer-drinking to the next level. To distinguish themselves, bars around the world want to have their barmen professionally trained by Stella Artois and obtain the Gold Standards recognition that shows their patrons the quality of service they offer with such a premium beer.”
GSD sales and technical staff were trained in the pouring ritual and draught troubleshooting to assist bars and catering establishments in serving Stella the proper way and aim to achieve the Gold Standard. Once the level is achieved, the bars will receive the Stella Artois’ international Gold Standards status which can be proudly displayed on the façade. Spot inspections will be held by the trained GSD representatives to ensure that standards are maintained in the outlets that receive the international recognition.
During the training, which was held over an intensive three days, participants learnt about Stella’s history and heritage, its differentiating tasting notes, the importance of the specifically-designed Stella chalice, the pouring ritual, draught troubleshooting and the brand attributes which give Stella its cutting-edge over other beers.