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

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Presentation on theme: "Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin."— Presentation transcript:


2 Introduction to Beer Monarch Beverage

3 Beer is proof that God loves us and wants us to be happy - Benjamin Franklin

4 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

5 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

6 Beer History

7 So where did beer come from? England? Germany? Egypt? Indiana?

8 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

9 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

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

11 Beer History (Review)

12 Beer Ingredients

13 WaterMaltHopsYeast = Water = Color/Flavor = Spices/ S & P

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

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

16 Malts Malts can be heated to change colors and flavor profiles

17 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)

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

19 Yeast Microscopic organism Sugar alcohol & CO 2 Many types Skunky smell B vitamins

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

21 Beer Ingredients (Review)

22 Ales & Lagers

23 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)

24 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

25 Lagers 2 fermentations 1.Normal production cycle 2.Laagering phase –The lagering phase allows beer to clear and gain more CO 2 (30 - 40°F)

26 Lets Drink! Wait! First, a few guidelines!

27 Your Tongue Front Back AcidityAcidity Hops Malts

28 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

29 Pouring Presentation, size and head longevityGuidelines: 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

30 Lets Sample! Brand features and performance

31 Break! See you in 5 minutes

32 Welcome Back! Monarch Beverage

33 Beer and Your Health

34 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)

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

36 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

37 Beer and Your Health (Review)

38 Draft Beer

39 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

40 Whats 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

41 Draft Beer Maintenance Store cold Clean lines regularly to avoid bacteria, mold, yeast, and beer stone (calcium deposits) Monitor CO 2 and nitrogen pressure

42 How a Keg Works CO 2 is entered CO 2 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

43 Draft Beer (Review)

44 More Product Information

45 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

46 Drink This! Not That!

47 Beer Categories

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

49 Craft/ Microbrews 15,000Microbrew –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

50 Craft/ Microbrews Quality focused Fuller flavor, more aroma The Mercedes of the industryExamples: Crafts: Sam Adams, Blue Moon, Fat Tire Microbrews: Bells, Upland, 3 Floyds

51 Imports Brands made in other countries Higher priced, higher margin items Weve got a powerful import portfolio!Examples: Imports – Corona, Heineken, Guinness, Red Stripe, Molson, Peroni, Dos Equis

52 FMBs/ RTDs/ PABs FMB = Flavored Malt Beverage RTD = Ready To Drink PAB = Progressive Adult Beverage Higher price and higher marginsExamples: Smirnoff Ice, Mikes Lemonade, Bartles & Jaymes, Seagrams

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

54 Near-Premium Slightly lower price and quality than premium brands Strong marketing and advertisingExamples: High Life and Busch

55 Below-Premium Lowest quality and priced brands Popular in price sensitive markets and demographics (college towns)Examples: Milwaukees Best, Keystone Light

56 Low Cal – Low Carb Created for the figure-conscious consumer Less flavor and aroma Fairly recent categoryExamples: MGD 64, Michelob Ultra

57 Malt Liquor Fermented beverages High alcohol content (7% or higher) Not considered beer (by law)Examples: Mickeys, Old English, Colt 45

58 Cider Made with fermented apples Great beer alternative Can be served cold in grocery and liquor storesExamples: Woodchuck, Hornsbys, Strongbow

59 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 cant drink A.K.A. near beers Became popular during prohibition

60 Non-Alcoholic A popular illegal practice was to inject alcohol into near beer Rumored to have changed the American paletteExamples: Sharps, Kaliber, St. Pauli

61 Wrapping Things Up: Post test Certificates Grade tests

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

63 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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