Brewmasters Becoming More Visible Figures For Missouri Breweries

The Anheuser-Busch factory in St. Louis | Photo courtesy of Creative Commons
Anheuser-Busch has featured its brewmasters in recent commercials. | Photo courtesy of Creative Commons

Since the late 1970s, the number of U.S. brewing companies has risen to more than 2,600 currently from fewer than 100. Several new local craft breweries, including Alpha Brewing in downtown St. Louis and Heavy Riff Brewing in the Dogtown district of St. Louis, opened over the past year, leading to an expanded array of local options for beer drinkers.

With more than 20 craft breweries in the St. Louis area now, more breweries are making a personal pitch for customers’ attention and dollars. Customers not only want to learn about beer making, they also want to hear about the brewmaster’s training and what it takes to get the job.

Schlafly Bottleworks in Maplewood, which offers free tours, is testing VIP tours of its brewery that, for a fee, provide behind-the-scenes access to brewery operations led by a brewer. In April, St. Louis-based Anheuser-Busch, the North American unit of Anheuser-Busch InBev, began a new television ad campaign featuring its brewmasters.

“What we’re seeing is that as the information age makes information more available, consumers are getting more curious,” Anheuser-Busch brewmaster Pete Kraemer said. “They want to know more about the product they’re consuming and they’re especially interested in beer. They’re very interested in the raw ingredients we use and the types of hops we use.”

Read more at the St. Louis Post-Dispatch


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