George F Reisch, a fifth generation brewmaster at Anheuser-Busch InBev and also the director of Brewmaster Outreach for Anheuser-Busch, is in India to conduct the Budweiser Magnum Zythologue Sessions.

Ale and hearty

    Beer isn’t just another beverage — to those who love it, beer is a fine art. And connoisseurs are very particular about how their beer is brewed and what sort of beer they like. To such connoisseurs, this will come as very good news. George F Reisch, a fifth generation brewmaster at Anheuser-Busch InBev and also the director of Brewmaster Outreach for Anheuser-Busch, is in India to conduct the Budweiser Magnum Zythologue Sessions.
    So what is zythology, you ask? “People call a beer connoisseur a zythologist. But for me, those who love beer and are passionate about it are true zythologists. Knowing the aroma, the colour and knowing which food works best with it are all factors that make a good zythologist,” says Reisch.
    The sessions that are part of the tour will cover these aspects: a brief history of beer, ingredients, the brewing process, beer styles, tasting the full flavour, and proper care and storage. With initiatives like the zythology sessions, AB Inbev hopes to create a deeper bond with consumers and bring them closer to their preferred drink. The Become A Zythologue — Celebrity Brewmaster Tour 2012, which will cover three cities, is taking place in Mumbai today, from 3 pm at Hotel Novotel, Juhu Beach.

George F Reisch