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Monarch Beverage Introduction to Beer.

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Presentation on theme: "Monarch Beverage Introduction to Beer."— Presentation transcript:

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)

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