The beer brand's '9 step pouring ritual' educates fans with a video and iPhone app.

The Stella Artois World Draught Masters Global Finals were held in Buenos Aires, Argentina last week, and the beer brand released a video of the 9 step pouring ritual that bartenders and connoisseurs need to master in order to pour the perfect beer. The tongue-in-cheek video takes you through the different stages: The Purification, The Sacrifice, Liquid Alchemy, The Crown, The Removal, The Beheading, The Judgement, The Cleansing, and The Bestowal. The surreal and vintage-inspired video was developed by creative agency Mother London. For those who’d like to practice their beer pouring technique, an iPhone app was also released featuring an interactive game.

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