Lotte Peplow, the Brewers Association’s American craft beer ambassador for Europe, addresses her most frequently asked questions.
Lotte Peplow at an American craft beer tasting session
Do you like beer?
This questions always dumbfounds me! How can anyone working in the beer industry not like beer?! It’s the best beverage in the world, in my humble opinion, of course! The vast array of flavours, styles, and strengths make it one of the most versatile and varied beverage choices available.
I absolutely love beer, and American craft beer in particular. My preference is not simply because I work for an American brewing association. I truly believe that American craft beer is worth seeking out because American craft brewers benefit from having close access to some of the best hop growing states in America, for instance, in Washington, Oregon, and Idaho. They spend hours with the hop growers, constantly evaluating hops and interacting with the growers and suppliers.
This use of high-quality raw materials, combined with relentless innovation, technical brewing expertise, and an unswerving commitment to quality, ensures beer reaches people like you and me exactly as the brewer intended.
I refuse to believe anyone who says they don’t like beer. Such people simply haven’t found a beer that suits them yet, and I consider it a personal challenge to encourage more people to drink American craft beer on more occasions.
What’s your favourite style?
That’s an easy one to answer – IPA, or, more specifically, West Coast IPA(WCIPA) and hazy/juicy IPAs. I love them both, and I’m not alone! In the States, four in every ten craft beer sales is an IPA. WCIPAs are great because they offer a classic, bold, audacious bitterness, with a robust hop aroma, flavour, and aftertaste that encourages drinkability. Hazy IPAs are also a favourite of mine, due to the often luscious, juicy, tropical fruit aroma and flavour, and soft, smooth mouthfeel. Many a friend I have converted into a beer drinker with a high quality American hazy/juicy IPA.
These styles of American craft beer win medals all over the world in highly competitive, prestigious beer competitions, and one taste of them is instant justification for their success.
How did you get your role with the Brewers Association?
My links with the Brewers Association go back a long way. I first came across them in 2006 for an ad-hoc piece of work assisting with the organisation and promotion of the Export Development Programme’s (EDP) first beer and food pairing event in the UK at the White Horse pub, on Parson’s Green. I continued with ad-hoc events for the next few years, until around 2014 when I travelled overseas with the EDP for the first time (to Sweden for the Stockholm Beer and Whisky Festival).
Back in the day, my role was more marketing/PR, but from 2014 onwards it began to ramp up and I worked alongside the then American Craft Beer Ambassadors for Europe, supporting their role and publicising American craft beer activity. I gradually became more integrated into the heart of the EDP and gained more responsibility, while at the same time studying intensively to improve my beer knowledge, gaining Certified Cicerone and Beer Sommelier accreditations to enhance my value to the Brewers Association.
In 2019, I was honoured to be awarded the role of American Craft Beer Ambassador for Europe. Since then, I have travelled extensively in Europe, supporting activities in the UK, Sweden, France, Italy, the Netherlands, Germany etc, and targeted media in those countries.
My international judging has also increased, and taken me to Europe and the States. It’s a privilege to work for the Brewers Association, and my favourite part is seeing incredibly high-quality, style-diverse and groundbreaking American craft beers available in different corners of the world.
You’re only small. Where do you put all this beer you purport to drink? Do you have hollow legs?
Ah, everything in moderation! I like to sample an array of styles and flavours, never having the same beer twice in a night, and never necking pints and pints for the sake of it. When I’m judging, I only take tiny sips and never finish the sample. Beer sometimes suffers from the erroneous perception that it is fattening. This is not true. Beer contains no more calories than a glass of wine or a spirit and mixer. It’s all about drinking responsibly and knowing your body’s alcohol tolerance.
Are you American?
No, I’m British through and through. London born and raised, and still live there now. I’m honoured to work for an American trade organisation on American craft beer export development to Europe.
And finally…
Brewers, there’s still time to register for the World Beer Cup, the biggest, most competitive, and most prestigious beer competition in the world, being held next year alongside the Craft Brewers Conference in Las Vegas, from 21st-24th April. Registration closes on 7th December, 2023. Winners are announced at an awards ceremony on the final night of the Craft Brewers Conference.
Look out for award-winning beers in the UK from American craft breweries such as Athletic Brewing Co, DC Brau, Sierra Nevada Brewing Co, and many more.
In the UK, American craft beer is available from online retailers such as Athletic Brewing, the Sierra Nevada shop, Beers of Europe, Beer Merchants, plus selected bottle shops, off-licences, online subscription services, supermarkets and many pubs and bars.
The Brewers Association publishes a wealth of resources to understand and enjoy craft beer, downloadable free of charge from www.brewersassociation.org.
