Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy -...

Introduction to Beer

Monarch Beverage

“Beer is proof that God loves us and wants us to be

happy”

- Benjamin Franklin

Why are you here? • Enlarge our sales force (670+)• Learn about beer history• Discuss key beer ingredients• Provide specific brand features• Learn health benefits of beer• Sample our products

Why is this class important?

• Increase your beer knowledge• Make you more credible• Give you first hand experience• Provide you with general information • Help you convert family, friends,

neighbors and retailers

Beer History

So where did beer come from?

England?

Germany?

Egypt?

Indiana?

Beer History• Created by accident • Babylonian clay tablets with beer recipes

were found – Dating back to 4300 B.C. • Egyptians used beer for medicinal and

monetary purposes (honey and dates)• “God is good” or the “Breath of God”• Sanitary food and water source

Beer History

• 1000 A.D. - Hops were introduced to the brewing process

• Monks brewed beer for Lent - “Liquid Bread”

• England - Home brewing lead to the “public houses” or pubs

Beer in America• 18th Amendment – January 1920• 1933 – Prohibition ended• Impact of refrigeration &

pasteurization• Here come the Germans!• Saloon trouble

Beer History (Review)

Beer Ingredients

Beer Ingredients

Water

Malt

Hops

Yeast

= Water

= Color/Flavor

= Spices/ S & P

Water• 90% of beer is water• Major breweries will

strip or purify their water • Different water types

affect beer character

Malts (fermentable grains)• Sweet• Expensive • Determine color, flavor, aroma • Fermentable grains

Barley, corn, wheat, rye, oats, potatoes, cereal, rice

Malts Malts can be heated to change colors and

flavor profiles

Hops• Spice and bitterness• Preservative • Americans like hops for

flavor • American hops are

rumored to be some of the best in the world (Pacific Northwest)

Hops• Longer head in glass,

the more hops used• I.B.U. – (International

Bitterness Unit) the higher the number, the more bitter the beer

Yeast• Microscopic

organism • Sugar → alcohol &

CO2

• Many types• Skunky smell• B vitamins

Louis Pasteur• French scientist • Began studying beer in

1871• First person to observe

yeast feeding on sugar • Solved beer production

problems

Beer Ingredients (Review)

Ales & Lagers

Ales • Top-fermenting yeast• Higher Fermentation temperature

(60°- 75°F)• Shorter production time (vs. lagers)• Product of England (hot tea)• Wild and exotic beers• More flavor and aroma (vs. lagers)

Lagers • Bottom-fermenting yeast• Lower fermentation temperature

(45° - 55°F)• Longer production time (vs. ales)• Lager means “to store” in German• Over 82% of beer sold in the U.S.

are lagers

Lagers • 2 fermentations

1. Normal production cycle

2. Laagering phase– The lagering phase allows beer to

clear and gain more CO2(30 - 40°F)

Let’s Drink!Wait!

First, a few guidelines!

Your Tongue

Front

Back

Acidity Acidity

Hops

Malts

Tasting Guidelines• Clean and clear glassware – no

towel drying!• Chilled beer, not cold - No frosty

glasses or mugs!• Involve all your senses• Use all parts of your tongue • Taste and aftertaste

PouringPresentation, size and head longevity

Guidelines:

1. Tilt the glass - 45° angle

2. Aim for the middle of the side of the glass

3. Half-way, straighten the glass (vertically), pour directly down the center of the glass

Let’s Sample!Brand features and

performance

Break!See you in 5 minutes

Welcome Back!

Monarch Beverage

Beer and Your Health

Beer and Your Health • Studies show: beer is good (in moderation)

Women = 1 drink per dayMen = 2 to 3 drinks per day

• Contains antioxidants (polyphenols)• Increases good cholesterol (HDL)

Beer and Your Health

• Thins the blood and decreases blood clots

• Increases blood circulation• Reduces chance of strokes • Reduces chances of heart disease

Beer and Your HealthBeer is also…

• Fat and cholesterol free• Great stress reliever• Helps you sleep• Contains – sodium, proteins,

potassium, phosphorus and vitamins B, B2, and B6

Beer and Your Health (Review)

Draft Beer

What is Draft Beer?• Any beer that has not been

pasteurized • Highly filtered to remove bacteria • “Draft” or “draught”?• Fresher, better tasting beer• Kegs and bottles can be draft

What’s Pasteurization?• Created by this guy

• Heating process used to kill bacteria and yeast (140° for 2-3 minutes.)

• Preserves beer for longer shelf lifeLouis Pasteur

Draft Beer Maintenance• Store cold• Clean lines regularly to avoid bacteria,

mold, yeast, and beer stone (calcium deposits)

• Monitor CO2 and nitrogen pressure

How a Keg Works• CO2 is entered

• CO2 rises to the top pushing the beer down

• Only escape is through the opening of the tube at the bottom

• The pressure shoots the beer through the tube up and out of the keg

Draft Beer(Review)

More Product Information

Why Try These Brands?• These brands keep us in business• Give you firepower to sell • Provide first hand experience • Share performance information• Take Pride in Our Products

Drink This!

Not That!

Beer Categories

Beer Categories• Craft/ Microbrews• Import• FMB/ RTD/ PAB• Premium• Near-Premium

• Below-Premium• *Low cal/ Low carb.• Malt Liquor• Cider• Non-alcoholic

Craft/ Microbrews• Microbrew –Breweries which produce

less than 15,000 barrels per year • Craft beers = Breweries using quality

ingredients and have outgrown the microbrewery classification

• Use all malt, no adjuncts• Higher margins and profit

Craft/ Microbrews• Quality focused• Fuller flavor, more aroma• The Mercedes of the industry

Examples:• Crafts: Sam Adams, Blue Moon, Fat Tire• Microbrews: Bell’s, Upland, 3 Floyds

Imports

• Brands made in other countries• Higher priced, higher margin items• We’ve got a powerful import portfolio!

Examples:• Imports – Corona, Heineken, Guinness,

Red Stripe, Molson, Peroni, Dos Equis

FMB’s/ RTD’s/ PAB’s• FMB = Flavored Malt Beverage• RTD = Ready To Drink• PAB = Progressive Adult Beverage• Higher price and higher margins

Examples:• Smirnoff Ice, Mike’s Lemonade, Bartles

& Jaymes, Seagrams

Premium• High volume beer brands• Strong advertising and volume • Multiple production sites• Strong competition -“Big 3”

Examples:• Miller Lite, Coors Light, MGD

Near-Premium• Slightly lower price and quality

than premium brands • Strong marketing and advertising

Examples:• High Life and Busch

Below-Premium• Lowest quality and priced brands• Popular in price sensitive markets

and demographics (college towns)

Examples:• Milwaukee’s Best, Keystone Light

Low Cal – Low Carb

• Created for the figure-conscious consumer

• Less flavor and aroma • Fairly recent category

Examples:• MGD 64, Michelob Ultra

Malt Liquor

• Fermented beverages • High alcohol content (7% or higher)• Not considered beer (by law)

Examples:• Mickey’s, Old English, Colt 45

Cider• Made with fermented apples• Great beer alternative• Can be served cold in grocery and

liquor stores

Examples:• Woodchuck, Hornsby’s, Strongbow

Non-Alcoholic• Alcohol removed during or after the

brewing process• Allowed to be .5% or less• For people who like the taste of beer,

but can’t drink• A.K.A. “near beers”• Became popular during prohibition

Non-Alcoholic• A popular illegal practice was to

inject alcohol into near beer• Rumored to have changed the

American palette

Examples:• Sharp’s, Kaliber, St. Pauli

Wrapping Things Up:

• Post test• Certificates• Grade tests

“Beer if drank in moderation softens the

temper, cheers the spirit, and promotes health.”

-Thomas Jefferson

Good Luck and Good Selling!

To learn more about beer: Modern Marvels: Brewing (DVD) American Brew (DVD) Brewed in America (DVD)