In the hot Sunday afternoon of June 12th, at SHORTCUT bar on Vitosha street in Sofia, “the Belgian pearl” gathered four former champions and once again challenged them – to complete Stella Artois’ 9-step pouring ritual and perfectly serve the Stella Artois chalice.

The event, managed by MullenLowe Swing, was graced by the presence of some honored guests – the actors Kalin Vrachanski and Orlin Pavlov as well as the singer Beloslava. Encho Georgiev, one of the contestants and a former Stella Artois champion, trained the special guests in the art of pouring according to the century-old 9-step ritual.

This year the Championship was once more inspired by the annual partnership of Stella Artois and the tennis tournament Wimbledon – the prize for the Champion of the Champions was a visit of this year’s tournament in London in July.

Partners and guests of the agency’s client – Kamenitza AD also attended the event. Hundreds of passers-by were inspired to take part too – many of them had the opportunity to be trained in the 9-step ritual by the participating champions. Stella Artois gave away numerous prizes from the limited edition of its Wimbledon collection.