1. Monarch Beverage
Introduction to Beer

2. “Beer is proof that God loves us and wants us to be happy”
- Benjamin Franklin

3. 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

4. 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

5. Beer History

6. So where did beer come from?
England?
Germany?
Egypt?
Indiana?

7. 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

8. 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

9. Beer in America 18th Amendment – January 1920 1933 – Prohibition ended
Impact of refrigeration & pasteurization
Here come the Germans!
Saloon trouble

10. Beer History (Review)

11. Beer Ingredients

12. Beer Ingredients Water = Water Malt = Color/Flavor Hops
Yeast
= Water
= Color/Flavor
= Spices/ S & P
Just like soup!

13. Water
90% of beer is water
Major breweries will strip or purify their water
Different water types affect beer character

14. Malts (fermentable grains)
Sweet
Expensive
Determine color, flavor, aroma
Fermentable grains
Barley, corn, wheat, rye, oats, potatoes, cereal, rice

15. Malts can be heated to change colors and flavor profiles

16. 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)

17. Hops Longer head in glass, the more hops used
I.B.U. – (International Bitterness Unit) the higher the number, the more bitter the beer

18. Yeast Microscopic organism Sugar → alcohol & CO2 Many types
Skunky smell
B vitamins

19. Louis Pasteur French scientist Began studying beer in 1871
First person to observe yeast feeding on sugar
Solved beer production problems

20. Beer Ingredients (Review)

21. Ales & Lagers

22. 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)
days

23. 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

24. Lagers 2 fermentations Normal production cycle Laagering phase
The lagering phase allows beer to clear and gain more CO2( °F)
About 21 days

25. Let’s Drink!
Wait!
First, a few guidelines!

26. Your Tongue
Back
Hops
Acidity
Acidity
Malts
Front

27. 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

28. Presentation, size and head longevity
Pouring
Presentation, size and head longevity
Guidelines:
Tilt the glass - 45° angle
Aim for the middle of the side of the glass
Half-way, straighten the glass (vertically), pour directly down the center of the glass

29. Brand features and performance
Let’s Sample!
Brand features and performance

30. Break! See you in 5 minutes

31. Monarch Beverage
Welcome Back!

32. Beer and Your Health

33. Beer and Your Health Studies show: beer is good (in moderation)
Women = 1 drink per day
Men = 2 to 3 drinks per day
Contains antioxidants (polyphenols)
Increases good cholesterol (HDL)

34. Beer and Your Health Thins the blood and decreases blood clots
Increases blood circulation
Reduces chance of strokes
Reduces chances of heart disease

35. Beer and Your Health Beer is also…
Fat and cholesterol free
Great stress reliever
Helps you sleep
Contains – sodium, proteins, potassium, phosphorus and vitamins B, B2, and B6

36. Beer and Your Health (Review)

37. Draft Beer

38. 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

39. 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 life
Louis Pasteur

40. Draft Beer Maintenance
Store cold
Clean lines regularly to avoid bacteria, mold, yeast, and beer stone (calcium deposits)
Monitor CO2 and nitrogen pressure

41. 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

42. Draft Beer (Review)

43. More Product Information

44. 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

45. Drink This!
Not That!

46. Beer Categories

47. Beer Categories Below-Premium Craft/ Microbrews *Low cal/ Low carb.
Malt Liquor
Cider
Non-alcoholic
Craft/ Microbrews
Import
FMB/ RTD/ PAB
Premium
Near-Premium

48. 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

49. 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

50. 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

51. 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

52. Premium High volume beer brands Strong advertising and volume
Multiple production sites
Strong competition -“Big 3”
Examples:
Miller Lite, Coors Light, MGD

53. Near-Premium Slightly lower price and quality than premium brands
Strong marketing and advertising
Examples:
High Life and Busch

54. Below-Premium Lowest quality and priced brands
Popular in price sensitive markets and demographics (college towns)
Examples:
Milwaukee’s Best, Keystone Light

55. Low Cal – Low Carb Created for the figure-conscious consumer
Less flavor and aroma
Fairly recent category
Examples:
MGD 64, Michelob Ultra

56. Malt Liquor Fermented beverages High alcohol content (7% or higher)
Not considered beer (by law)
Examples:
Mickey’s, Old English, Colt 45

57. Cider Made with fermented apples Great beer alternative
Can be served cold in grocery and liquor stores
Examples:
Woodchuck, Hornsby’s, Strongbow

58. 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

59. 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

60. Wrapping Things Up:
Post test
Certificates
Grade tests

61. “Beer if drank in moderation softens the temper, cheers the spirit, and promotes health.”
-Thomas Jefferson

62. Good Luck and Good Selling!
To learn more about beer:
Modern Marvels: Brewing (DVD)
American Brew (DVD)
Brewed in America (DVD)