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)