3. What is Beer?
โข centuryโs old process of converting sugared water to fermented liquid
โข some of the oldest recipes ever found have been beer recipes
โข beer was a necessity in ancient times
โข poor water quality
โข social and medical contributions
4. Whatโs in a Beer?
โข BARLEY โ the body & soul of beer
โข YEAST โ the life of beer
โข HOPS โ the spice of beer
โข WATER โ the integrity & purity of beer
โข ADJUNCTS โ Additive grains like rice or corn, fruit or spices
5. Barley โ โBody & Soulโ
Barleymalt givesbeer:
โข NATURAL enzymes to covert starch to sugar needed for
fermentation
โข MALTY sweet flavor
โข COLOR
โข FOAMY head
Two row & six row barley malt are used in the brewing process.
Variety of barley malts helps determine the color, texture and flavor of
beer.
6. Yeast โ โLife of Beerโ
Yeastis the catalyst of change:
โข one cell micro-organism
โข produces carbon dioxide and alcohol
Two types of yeast are used to produce beer:
โข ALE โ top fermenting
โข LAGER โ bottom fermenting
There are literally thousands of brewers yeast that create a variety beer
styles.
7. Hops โ โSpice of Beerโ
Hopflowersare usedto:
โข MICROBIAL STABILIZATION hops have antiseptic qualities
โข HOP AROMA fruity flowery characteristics
โข BITTERNESS balances malt sweetness
โข FOAM STABILIZATION enhances head properties
There are two primary hop styles:
โข Aroma Hops โ Saaz, Fuggle & Hallertua
โข Bitter Hops โ Brewerโs Gold & Unique
Hops are grown around the world between the 35th and 55th degrees
of latitude and harvested in fall.
8. Water โ โIntegrity & Purityโ
Waterโs rolein beer:
โข water makes up 92% of beer
โข through filtration or boiling; impurities, aromas & flavor differences
can be mitigated
Water styles can effect flavor:
โข hard water โ helps add crisp cleaness
โข soft water โ adds smoothness
9. Adjuncts โ โThe Wild Cardโ
Adjunctsadd to beer:
โข adjuncts are added to change the flavor, character or profile of beer.
โข used to supplement main starch source to provide better foam
retention, color or aroma
Adjuncts fall into two categories:
โข Grains:
โข corn, rice, wheat, oats or rye
โข Specialty Ingredients:
โข sweets โ honey or maple
โข fruits โ raspberry, cherry or cranberry
โข spices โ cinnamon, coriander or clove
10. What is a Lager?
โข lager means โto storeโ
โข bottom fermenting yeasts
โข ferment at lower temperatures (50ยฐ)
โข lagered close to freezing for several weeks
โข characterized by a crisp-tasting, lighter body and less-fruity aroma โ
rounded, smooth beer
โข over last 150 years or so lagers have become the predominate beers
12. What is an Ale?
โข ale is synonymous for beer
โข top fermenting yeasts
โข ferment at higher temperatures (64ยฐ โ 72 ยฐ)
โข ferments less fully and less discriminately
โข characterized by more-fruity flavors & aromas with a malty, full
bodied flavor
โข prior to the 1800โs ales were almost universal
14. Why Beer?
โข Beer is a $91.6 billion dollar category and accounts for over half of beverage alcohol dollar
sales.
โข Beer has a 52% share of alcohol retail dollar sales and is 85% of alcohol consumption.
Shareof TotalBeverageAlcohol
RetailDollarSales
Wine
9%
Beer
85%
Liquor
6%
Shareof TotalBeverageAlcohol
Consumption(Gallons)
Wine
15%
Beer
52% Liquor
33%
16. Why Craft Beers?
โข Micro and Craft Beers add interest and variety to your beer portfolio.
โข Although small, the category is growing in sales and share of total
beer volume.
โข Segment is fragmented with over 900 brands to choose fromโฆselect
carefully.
โข Anheuser-Busch distributes many top selling / high growth micro /
craft beers to help you get the most from your valuable retail space.
17. Import Category Growth
โข Import segment off-premise case sales have grown by nearly 12 million cases in 5 years!
โข Import share of total beer category has grown 3% in 5 years!
6%3%4%
13%
15%
12%
47%
5%4%5%
11%
14%
15%
46%
Segment Share of Off-Premise Case Sales
2002 2006
18. What is a โSpecialty/Craftโ Beer?
โข all Malt Brewing Process
โข no โfillerโ adjuncts to lighten beer
โข tend to be non-pasteurized, using additional filtration for clarity if
desired
โข small Batch Production
โข tend to produce beer in smaller vessels
โข regional based
โข between 15,000 and 2 million BEโs
19. Whatโs the Difference?
โข Imports= brewer supplied products for outside USA
โข import Companies or holding/distribution companies
โข Crown Imports, Heineken USA, Anheuser-Busch, Inc.
โข Craft /Specialtybeers = regional / national Brewers
โข independent or regional distribution networks
โข Sam Adams, Leinenkugelโs, Redhook
โข Micro beers = Local/Regional Brewers
โข independent distribution networks or self distribution
โข Summit, Surly, Flat Earth Brewing. Co.
20. Why Import & Specialties?
โข changing Consumers
โข boomer market
โข โgen Xโersโ coming of age
โข discretionary income
โข evolving marketplace
โข consumers are demanding broader selection, unique and
interesting products
โข profitability
โข higher perceived value
โข higher margins / profit generators
21. Opportunities for you?
โข profit generators
โข higher margins
โข incremental sales
โข added ring totals
โข impulse purchases
โข selection
โข value add for your consumers
โข point of difference from competition
โข become more of a destination
22. How should I do this?
โข selection
โข commitment to the category
โข pricing
โข be competitive but these are profit generators
โข sampling
โข awareness builders
โข brewery sponsored / funded programs
โข employee focus
โข education
โข dedicated people
23. Opportunity Selling?
โข Food Pairings
โข beer is an excellent complement to food
โข Amber Ales โ wild game, meats & cheeses
โข Hefeweizens โ salads, summer fair
โข IPA โ spicy foods (Mexican or Asian)
โข Porters โ deserts
โข cooking with beer
โข secret ingredient
โข adds depth and flavor
โข versatility
24. โข Heat โ cool temperatures
โข Air - oxidation
โข Light โ low light conditions
2001 โ A Space Odyssey
25. Bottle Beer โ Doโs & Donโts
โข Always pour bottle beer into a glass
โข drinking from the bottle traps carbonation and flavor which can
leave you feeling bloated
โข pouring into a glass releases carbonation, flavor and aroma of the
beer
โข pour beer down the center of glass to release carbonation and
flavor
โข pouring down the side of the glass minimizes foam and traps
carbonation leaving the beer flat looking and gassy tasting.
26. Thank you.
How about a beer?
Chef Sunil Kumar
Research Scholar & Teaching Associate
IHTM MDU Rohtak and IHM Rohtak Haryana
124001 ph.no. 9996000499
Facebook id: ihmsunilkumar