Brewmasters Become the New Faces of Beer

The goal is to help breweries stand out from competitors

ST. LOUIS (AP) — Brewmasters are adding to their roles overseeing beer production.

The St. Louis Post-Dispatch reports that they’re also hosting dinners pairing beer and food, leading tours, handing out samples and educating consumers about hops, malts and yeast. The goal is to help breweries stand out from competitors.

Stephen Hale has spent the past 22 years brewing beer at the St. Louis Brewery LLC, maker of Schlafly brand beers and St. Louis’ largest craft brewer. The former teacher says he enjoyed talking to the throngs of home brewers and the general public who visit their locations downtown and in Maplewood.

Bigger brewers also are following the trend. In April, St. Louis-based Anheuser-Busch, the North American unit of A-B InBev, began a new television ad campaign featuring its brewmasters.

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Information from: St. Louis Post-Dispatch, http://www.stltoday.com

(Copyright 2014 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.)

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