Last week, FH Consumer joined our InBev client at the much anticipated Stella Artois World Draught Master UK Finals at the IndigO2.
The event was a celebration of the skill and care that goes into delivering the ultimate ‘Thing of Beauty’ – a perfect chalice of Stella Artois. The chalice plays a pivotal role in enhancing the distinctive aromas and flavours of the beer by causing a wave when the liquid is poured and is the distinctive visual icon of the Stella Artois World Draught Masters.
Mark Simmonite - UK winner of 2011 Stella Artois World Draught Master
With the winner of the event going on to represent the UK at the World Draught Master Global Finals in Buenos Aires in October, the twenty-eight contestants were under intense pressure, as all but seven were eliminated before the final round. Mark Simmonite from Sheffield – co-owner and manager of Henry’s bar in Sheffield took the number one spot. Congrats Mark!
Eleven journalists attended on the night, with Fleishman-Hillard managing interviews with our winner Mark, and reigning Global and UK Draught Masters, Chris Myers and Jonathan Crow.
To date, Fleishman-Hillard has secured thirteen pieces of coverage, which have included branded articles in the Daily Star and Metro, and a two minute discussion on the Capital Breakfast Show – a great outcome for a trade event!
The London Consumer team is now looking to build on the success of last week’s event for the Global Finals which will be held in Buenos Aires next month – fingers crossed it’s a UK victory to help secure even more fantastic coverage for Stella Artois.
