Steve Luke

Washington, United States

How did you get into the beer industry? Why does beer matter to you?

In the summer of 2005, I found myself packing boxes and sweeping floors at a local brewery — and I was hooked!

The beauty of beer and brewing is that it can be as complicated or as simple you make it out to be, and finding that happy medium is up to each and every brewer. There are endless wormholes to seek knowledge and solutions, and continuously evolving techniques, equipment and ingredients. But at the same time, the brewing process is still timeless and logical. Good beer is good beer, no matter how you get there!

Why do you judge at the World Beer Cup? What does judging at the World Beer Cup mean to you?

Judging at the World Beer Cup allows you to meet people with different backgrounds in the beer industry from all over the world. It’s engaging, exciting, and often challenging. And it gives you an unrivaled snapshot of the current state of beer — from a quality standpoint, to trends and experimentation, to observing and developing beer style parameters.

Lotte Peplow

Greater London, United Kingdom

How did you get into the beer industry? Why does beer matter to you?

I’ve been in the beer industry all my career but initially on the periphery, and I came to it through the PR and marketing route. As the craft beer world grew so did my interest and passion for the subject. I was lucky enough to begin my long relationship with the Brewers Association back in 2006 and I gradually took on more responsibility. My role widened until in 2019 when I was appointed American craft beer ambassador for Europe. It’s an honor and a privilege to work for the Brewers Association and I’m incredibly proud to represent them either when traveling overseas or at home in the UK.

For me, beer is not just a career but a way of life. I love the wide variety of flavors and aromas found in beer. It’s super versatile and makes the perfect food accompaniment. I love the beer community and the people who make this industry special. Everyone is friendly, welcoming, and united in a shared appreciation of this beautiful beverage. It’s a uniquely collaborative space and I count myself very lucky to be associated with some of the most talented brewing minds in the industry.

Why do you judge at the World Beer Cup? What does judging at the World Beer Cup mean to you?

Judging in the World Beer Cup is the pinnacle of my beer journey and the gold standard in beer judging. It’s like competing at the Olympics! The quality of the competition is second to none — from the world class quality of the entries to the high standards of the judges and the professional, smooth-running organization behind the scenes. Of all the competitions I’ve judged around the world, the World Beer Cup is the biggest, most prestigious, most international, best-organized and most professional of them all — in my humble opinion, of course!

Being selected as a judge for the World Beer Cup is a huge honor and fills me with pride. I love judging because it focuses my mind on everything I’ve learned about beer and brewing. Much like an Olympic athlete, I have to be at the very top of my game and that’s an exciting and thrilling prospect.

I have only judged one World Beer Cup so far (2023 in Nashville) but was completely blown away by the standard of entries, quality of the judges, and organization of the competition. It was an enormously rich and rewarding personal experience and one I hope to repeat again soon.

What else would you like the world to know?

I play hockey (that’s field hockey to my American friends!) for a Club in southwest London and have done for many years. It’s great fun, a chance to run around and blow away the cobwebs before a beer in the bar afterwards. Last season we were undefeated and won promotion to a higher league. This season may be different! I’m married with three grown up children and one very lively dog.

George Reisch

Missouri, United States

How did you get into the beer industry? Why does beer matter to you?

I am a fourth-generation brewmaster in the Reisch family, which owned and operated the Reisch Brewery in Springfield, Illinois, for 117 years, from 1849 to 1966. My dad was the last Reisch brewmaster at the Reisch Brewery. After retiring from a 37-year brewing career, I started Reisch Charities, Inc., a 501(c)(3) organization, in 2018 and brewed the first Reisch Beer in 53 years, with all profits going to our charity. We tapped the first keg at my dad’s 100th birthday party, and he was so happy!

Why do you judge at the World Beer Cup? What does judging at the World Beer Cup mean to you?

The World Beer Cup has the best judge panel made up of fabulous human beings with spectacular tasting ability. The best beers plus the best judges leads to a pure beer experience. A beer retreat! I am so humbled to be included as a judge!

Abram Goldman-Armstrong

Sandefjord, Norway

How did you get into the beer industry? Why does beer matter to you?

I was a big fan of Oregon microbrews growing up in the 1990s and began homebrewing at age 17 when I moved to Minnesota for college and missed the beers from home. While studying at University College Cork in Ireland during my junior year abroad in 1997-98, my local Rumplestiltskins had a great selection of German and Belgian beers. I broadened my knowledge of European beer styles while traveling in Scotland, England, Belgium and the Netherlands with my trusty copy of Michael Jackson’s Pocket Guide to beer. When I returned to Portland after college I joined the Oregon Brew Crew and passed the BJCP exam at the national level. From there I went on to work as a beer writer, festival organizer, bottle shop beer buyer and brewer. I operated my own cidery in Portland from 2013-2019 and moved to Norway in 2020 to launch a cider brand for Fjordfolk Mikrobryggeri where I also became the assistant brewer and took over as head brewer in January 2022. Enjoying the diversity of beer flavours has always been an important part of travel for me, and I enjoy trying beers from around the world.

Why do you judge at the World Beer Cup? What does judging at the World Beer Cup mean to you?

Judging at the World Beer Cup is an important way to connect with other brewers, judges, and writers from around the globe. I always learn something from judging, and it makes me a better brewer, as I taste and assess beers with other highly knowledgeable beer people.

What else would you like the world to know?

My favorite category to judge is Historical Beer. I enjoy learning about beer traditions from entrants notes and tasting different interpretations of historical beers from diverse brewing traditions.