CONTENTS...Last but not least, you will receive your Star Serve certificate as official confirmation...

1DRAUGHT MASTER MANUAL

INTRODUCTION 2

STAR SERVE POURING RITUAL 3

1. DRAUGhT MASTER: AN OVERVIEw1.1 WheredoesDraughtMasterfitinto

theStarServeprogramme? 4

1.2StarServejargon 5

1.3DraughtMasterClass 5

2. whAT DOES IT TAkE TO bE A DRAUGhT MASTER?

2.1Perfectpouringrequiresperfecttraining 6

2.2Knowledge 6

2.3Trainingcompetencies 7

2.4Attitude 10

3. TARGET GROUP3.1Yourchallenge 11

3.2Characteristicsofthetargetgroup 11

3.3Haveyoumetthechallenge? 12

4. DELIVERING ThE STAR SERVE TRAINING4.1Runningasmoothtrainingsession:

overview 13

4.2Part1.TheStarServetrainingscript 16

4.3Part2.Successful1-to-1pouring

ritualtraining 37

5. ThEORy Of bEER 5.1Whyknowingyourtheoryisimportant 42

5.2Historyofbeer 42

5.3Ingredientsofbeer 45

5.4Thebeerbrewingprocess 48

5.5Technicalaspectsofbeer 51

6. whAT If…? DEALING wITh (NEAR) DISASTER 56

APPENDIx 1. ThE ChEAT ShEET 59

APPENDIx 2. fAQS 61

NOTES 64

LIST Of SOURCES 68

COLOPhON 69

contents

2DRAUGHT MASTER MANUALINTRODUCTION

The only reason for ordering a second beer is the quality of the first

Seemsprettyobvious,right?Butsometimes

thequalityofbeerservedisnotallitshouldbe.

Why quality is important Heinekenworkshardtoensurethehighquality

ofdraughtbeerproducedinitsbreweries.

Butifit’sthenservedwrongly,allthatloveand

carecanbedestroyedatthebar:rightbefore

theconsumer’seyes.

Itcanbeanythingfromadirtyglasstoan

unbrandedglass,fromlackoffoamtolackof

hospitality.Butifthebeeryou’reservedoryour

experienceasaconsumerisn’tallitshouldbe,

thensomethingneedstobedone.

How you will help Heineken raise standards Toensurethesamehighqualitydraughtbeeris

enjoyedineveryHeinekenoutletontheplanet,

wehavedevelopedatailor-madedraughtbeer

qualityprogramme:HeinekenStarServe.

Star Servewilltrainoutletsstaffineveryaspect

ofpouringtheperfectHeinekendraughtbeer.

Ourambitionistohave1,000outletsjointhe

programmein2012.AndasaDraughtMaster

youwillbeavitalpartofStarServe’ssuccess.

Your manual, your bible Thismanualcontainseverythingyouneedto

becomeaDraughtMaster.Itexplainsinclear

languagethedetailsoftheprogramme.Anddraws

onbestpracticefromthemanysimilarprogrammes

Heinekenhasalreadysuccessfullyintroduced

aroundtheworld.

ConsumersexpecthighstandardsfromHeineken.

Youwillexpecthighstandardsfromthepeopleyou

train.AndHeinekenexpectshighstandardsfrom

you.Thismeansyouneedtoknowandunderstand

frommemoryeverythinginthismanual.It’stheonly

waytobecomeatrueDraughtMaster.

Wewishyouthebestofluckandhopeyouenjoy

workingwithusontheStarServeProgramme!

IntroductIon: Why Star Serve?

ChECk

SkIM

POUR

RINSE

SERVE

3DRAUGHT MASTER MANUALSTAR SERVE POURING RITUAL

STEP 1RINSE ThE GLASS TO MAkE IT CLEAN AND COLD•AlwaysuseaHeinekenglass

•Rinsetheglasswithcold,freshwater

•Holdtheglassatitsbasetokeepitcoolandhygienic

•Neverdrytheglass,asthiscouldleavefibresbehind

STEP 2POUR wITh ThE GLASS AT A 45° ANGLE fOR A fULL, SATISfyING hEAD•Openthetapinonesmoothmotion

•Holdtheglassata45°anglesothattheellipsemarkingsarehorizontal

•Straightentheglassslowlyasitfills,thenclosethetap

•Forhygienereasons,neverletthetaptouchthebeer

STEP 3SkIM Off ThE fOAM AT A 45° ANGLE TO SEAL ThE hEAD•Alwaysuseaskimmertoremoveexcessfoam

•Startskimmingthemomentthebeeroverflows

•Skimtheheadata45°angletocreateanunbrokenseal

•Standtheskimmerincleanwaterandrefreshthatwaterregularly

STEP 4ChECk ThAT ThE hEAD SITS ON ThE hORIzONTAL LINE Of ThE STAR•Letthebeersettleastheheadrisesgentlyabovethetop

oftheglass

•Fortheperfecthead,aimforapproximately2fingersoffoam

STEP 5SERVE ON A COASTER wITh ThE LOGO fACING yOUR CUSTOMER•Holdtheglassatitsbaseforhygienepurposes

•Turnthelogoontheglasstofaceyourcustomer

•ServetheglassonaHeineken-brandedcoaster

•Asyouserve,makeeyecontactwithyourcustomerandsmile

fIVE SIMPLE STEPS TO PERfECTIONAttheheartoftheHeinekenStarServeprogrammeisthepouringritual.

5stepstoaperfectlyservedHeinekendraughtbeer:


1.1 whERE DOES DRAUGhT MASTER fIT INTO ThE STAR SERVE PROGRAMME? TheStarServeProgrammeconsistsofthefollowingparts:

SUPPORTEQUIPMENT, MAINTENANCE & MERCHANDISE

Regularservicechecks,Heinekenmerchandise,programmeupdatesandotherusefulinput

tokeepoutletsup-to-date.

TRAININGSESSIoNS WITH HEINEkEN DRAUgHT MASTERS

Outletowners,managersandtheirbarstafflearnthefivestepstoaperfectlypouredglassof

Heineken.Wealsofocusonthetechnicalandcustomercareaspectsoftheirrole.

EVALUATIONMYSTERY VISIToRS

Atleast4timesayear,trainedmysteryvisitorswillevaluatejusthowwellparticipatingoutletsareperforming.

REwARDSTIMULATE oUTLETS To kEEP THE QUALITY HIgH

On-goingschemeswillrewardoutletsandtheirstaffforupholdingthequalitystandardsofStarServe.

CONSUMER ACTIVATIONFRoM 2013, WE WILL ALSo BE TARgETINg CoNSUMERS

Variouscampaignswillraiseconsumerdemandforquality.

1. DRAUGhT MASTER: AN OVERVIEw

2012 Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 2013

RINSE POUR SkIM ChECk SERVE

CONSUMER ACTIVATIONIN 2013, We WILL aLsO Be TaRGeTING CONsUMeRs

EVALUATIONMYsTeRY VIsITORs

REwARDsTIMULaTe OUTLeTs TO KeeP The QUaLITY hIGh

TRAININGsessIONs WITh heINeKeN DRaUGhT MasTeRs

SUPPORTeQUIPMeNT, MaINTeNaNCe & MeRChaNDIse

hEINEkEN STAR SERVE PROGRAMME OVERVIEwExample

Example

DRAUGhT MASTER: AN OVERVIEw

5DRAUGHT MASTER MANUAL1. DRAUGhT MASTER: AN OVERVIEw

1.2 STAR SERVE jARGON

NAME DESCRIPTION

Consumer SomeonewhodrinksaHeinekenbeerataHeinekenoutlet(nottobeconfusedwithcustomer–seebelow)

Customer Heinekenclient:barorrestaurantthatservesHeineken(nottobeconfusedwithconsumers–seeabove)

Draught Master DraughtbeerexpertsandtrainerswhorunStarServetrainingforoutletstaff

Draught Master Class TrainingprogrammetobecomeaDraughtMaster

Draught Master Manual GuidebookforDraughtMasters(thisdocument)

Pouring ritual TheStarServemethodforpouringtheperfectHeineken(Rinse,Pour,Skim,CheckandServe)

Star Serve Programme TheoverallStarServeProgramme(see1.1above)includingallitscomponents

Star Serve training Trainingforoutletstaff.ParticipantslearntopouraperfectHeinekenusingthePouringritual,aswellasStarServehospitalityandprofessionalism,andsometechnicalknowledge.

1.3 DRAUGhT MASTER CLASSTobecomeaDraughtMasteryoumustsuccessfullyattendaDraughtMasterClass.Thiscomprehensive

5-daytrainingprogrammetakesplaceinAmsterdam,thehomeofHeineken.Hereyouwilllearnallthe

insandoutsofyourtrade,andwhatittakestobeatrulyfirst-ratebarprofessional.

Atthestartofyourtraining,youwillreceivethismanual.Itwillbeusedduringthetrainingandyou

shouldlookafteritcarefullyasyourDraughtMasterreferencebookforthefuture.

Inaddition,attheendofthetrainingyouwillgetavarietyofusefulmaterial,includingashoulderbag

forallyourtrainingmaterial,aNationalGeographicdocumentaryonHeinekenbreweries,aDVDof

yourStarServeexamvideoandmuchmore.

Lastbutnotleast,youwillreceiveyourStarServecertificateasofficialconfirmationofyournew

DraughtMasterstatus.Plusasmartpinasapublicsignofyourimportantroleasanambassador

forHeinekenandtheStarServeprogramme.

6DRAUGHT MASTER MANUAL2. whAT DOES IT TAkE TO bE A DRAUGhT MASTER?

2.1 PERfECT POURING REQUIRES PERfECT TRAININGInthischapterwediscusswhatyouneedtoruneffectivetrainingcoursesandsobecomeasuccessful

DraughtMaster.

Theaimoftrainingistohelpparticipantsacquirenewskills,attitudesand/orknowledge.After

attendingyourStarServetrainingcourse,participantsmustbeabletopourHeinekendraughtbeer

tothehighestpossiblestandard:theStarServestandard.

Soit’sextremelyimportantyouareabletogiveparticipantsthebesttrainingtheyhaveeverhad.

WhatyouneedasaneffectiveDraughtMasterwehavedividedintothreeareas:

•Knowledge.

•Competencies.

•Attitude.

2.2 kNOwLEDGE AsaDraughtMaster,youneedtoknow:

Technique•AboutthedifferentinstallationsandtheuseofCO2.

•HowtoconnectanddisconnectakegtoandfromtheDavidsystem.

Formoredetailsseesection5.5.

The story of Heineken•Fromthefirstbeerdrinkerstothemodernage

•ThestoryofHeinkene.


The ingredients of beer•TheingredientsofbeeringeneralandofHeinekeninparticular.

•Theingredientsusedforbrewingbeerandthecharacteristicsofthoseingredients.


The brewing process•IncludinghowlongittakestobrewaHeineken.

•ThespecialelementsinbrewingHeinekenlager.


whAT DOES IT TAkE TO bE A DRAUGhT MASTER?


2.3 TRAINING COMPETENCIES Knowledgeisuselessifyoucan’tbringitovertoparticipantsonyourtrainingcourses.

Todosorequiresthefollowingcoretrainingcompetencies:

Competence 1: Show and tellYouwillneedtoteachyourparticipantsthe5stepsoftheStarServepouringritual.Bothresearch

andtheexperienceofteachersovertheworldprovethatthemosteffectivewaytoteachsomeone

newskillsistousethe‘showandtell’technique,followingthese3steps:

Step 1 Youshow Youtell

Step 2 Theyshow Youtell

Step 3 Theyshow Theytell

•Step1–youshowparticipantshowtopouraHeinekenaccordingtothepouringritualandthen

explainwhythe5stepsareimportant.

•Step2–participantspouraHeinekenthemselves.Youagainexplainwhythe5stepsareimportant.

•Step3–participantsshowhowtopouraHeinekenwhilethemselvesexplainingtheimportanceof

usingthe5steps.

‘ShowandTell’isimportantbecauseitmakesparticipantsthinkaboutwhytheyhavetousethe

pouringritual.Andbyrepeatingtheprocessafewtimestheywillbetterrememberit.

Competence 2: Use a clear outlineDuringtraining,alwaysclearlycommunicatethetrainingscheduletoparticipants

(what’sgoingtohappenandwhen).Thiswaytheyknowwhattoexpect.

Thenattheendofthecourse,summariseforparticipantswhattheyhavedone.

Thisprocessiscapturedinafavouritetrainer’smantra:

Tellparticipantswhatyou’regoingtoteachthem.Teachthem.Thentellthemwhatyoutaughtthem.

Competence 3: Create a good physical training environment•Arrangeaquietplaceforyourtraining.Aplacethatwillremainquiet,withparticipantsundisturbed,

throughoutthefollowinghoursthatthetrainingwilltakeplace.

•Makesurebeforehandyoucanuseyourequipmentandotherresourceseasily.

•Takeresponsibilityforensuringallparticipantshaveagoodview:makesureyouseatparticipants

aroundthebar,minimisingthedistancebetweenyouandthegroup.



Competence 4: Make yourself clearly audible•Facethegroupandspeakclearly.

•Adjustyourlanguagetosuiteveryoneinyouraudience.Donotusetoomuchtechnicallanguage.

•‘Play’withthevolumeofyourvoice.Sometimesit’sbettertospeakslowerandmorequietlyto

attractpeople’sattention.Sometimesit’sbettertospeakloudly.Thisisatechniqueyouwilllearn

duringtheDraughtMasterClass.

Competence 5: Regularly check if participants understandAreparticipantsstillfollowingyou?Dotheyunderstandwhatyou’resaying?Areyougoingtoofast?

Youcancheckthesepointsbyregularlyasking,‘Anyquestionssofar?’‘Isthiscleartoeveryone?’etc.

Watchoutforsignsthatpeoplearen’tfollowing,suchasfrowning,deepsighs,doodling,etc.

Alsoaskforreactions:didtheyunderstandthefeedback?Dotheyknowwhattheyhavetoimproveand

why?Dotheyhaveanyquestionsorremarks?

Competence 6: Use humour Humourisaveryimportantelementofanytraining.

StarServetrainingshouldbefunandeducationalatthesametime.It’syourgoaltomakeparticipants

enthusiastic.Usinghumourwillhelpbondthetraininggroup,andkeepparticipantsmotivatedand

interested.

Competence 7: Visualise informationShowwhatyoutell.Forinstance,whenexplainingthepouringritualtoyourparticipants,demonstrate

the5stepsatthesametime.

Don’tjustsay‘Rinse,Pour,Skim,Check&Serve’.Actuallyrinse,pour,skim,check&serve.

Competence 8: Ask questions during trainingByaskingquestionsyouinvolvetheparticipants.It’saperfectwaytochecktheirunderstanding

ofthingsyouhavediscussed.

See4.2formoreonhowyoucaninitiateinteractionwithparticipants.

Competence 9: give participants enough opportunity to ask questions •Maybeparticipantswantmoreinformationonatopic.Orhaveotherquestionsorremarks.

•Tryto‘park’questionsandsayyouwillanswerthemattheend.

•Alotofquestionswillbeansweredlaterinyourpresentation,soyoucanrefertothat.

•Didyouansweraquestion?Alwaysasktheparticipantifyouranswerwascomplete.

2.3


Competence 10: Coach participantsStartPart2ofyourtraining,‘AreyoureadytopourtheperfectHeineken?’,withabriefintroduction

onwhatyouexpectfromyourparticipants.Theninvitethembehindthebaronebyone,notallat

once.Tellthemto‘takeaglass,giveitagoodrinseandfollowthepouringritual’.

Competence 11: Create participant awareness and interest Ifaparticipantdoesn’tknowwhattodonext,don’tprovidethemwithasolution.Helptheminsteadby

askingquestions.

Sometimesitcanbehelpfultoinvolveotherparticipantsatsuchamoment(‘WhocanhelpJane?

Whatshouldbehernextstep?’).

But be careful:insomeculturesparticipantsmightseethisas‘lossofface’.

Competence 12: Provide functional feedbackParticipantsneedinformationabouttheirperformanceduringassignments.Givedirectfeedback

inshort,clearsentences.Forexample:‘Lowertheglass’;‘Tilttheglassmore’.

Competence 13: Complete Star Serve training in the set timeEspeciallywhenyoutrainseveralgroupsononeday,itisimportanttofollowthetrainingoutline

andtimetable,andfinishontime.

Youneedenoughtimetoprepareyourselfandthebarforthenexttrainingsession.

Participantsmayalsohaveothercommitmentsafterthetraining.Youmayalienatesomeofthem

byrunningovertime.

Competence 14: Be precise and specificWhengivingfeedback,makesureyouarespecific.Soparticipantsknowexactlywheretheycanimprove.

Listwhattheydidwellandwhatcanbeimproved.Forinstance,ifthereistoomuchfoamonthebeersay

‘Youdidagreatjob,buttilttheglassalittlebitmoreandkeepitclosertothetap.Thenyouwillgetlessfoam’.

Competence 15: keep the energy level high at all times AhighenergyleveliscrucialfortheStarServetraining.IfastheDraughtMasteryoulackenergy,

thegroupwillalsobecomesluggish.LeadbyexampleduringStarServetraining.

Competence 16: Lead your training AsatrueDraughtMasteryoushouldbeproactive,engagewithyourparticipantsandbeabletoadapt

yourselftothemanydifferenttypesofpeoplewithinyourtraininggroup.

2.3


2.4 ATTITUDEYoumayknowallthereistoknowaboutStarServe.Youmayevenhavethetrainingcompetencies

required.Butifyoudon’thavetherightattitude,thenthetrainingyougivewillstillnotbeworthy

ofaDraughtMaster.

Be positiveSupposesomethinggoeswrong.Forinstance,thereisnocoffee.Whateveryoudoalwaysstaypositive.

Comeupwithasolution.

YouarerepresentingHeineken.ParticipantswillassociateyouwithHeineken.Keepinmindthatyou

areaHeinekenambassador.

Be engagingMakeparticipantsfeelspecial.

Interactwiththemandmakesuretheyarerelaxed.Askthemabouttheirownbar:itssize,itsclientele,

whypeoplelikeit.Showgenuineinterest.Askquestionsinawaythatengagespeopleinapositiveway.

Alwaysshowpositiveenergy.

Adapt your personal style •Alwaysengagewithparticipants.

•Beonthesamelevelastheparticipants.Donottalkdowntothem.

•Trytotalkappropriatelytoeveryone.Yourtoneofvoicewhenaddressinga60yearoldquietlady

mayneedtobedifferenttotheoneyouusewitha23yearoldlad.

•Beproudofwhatyoudo,butwhateveryoudo,bemodest.Youare‘oneoftheguys’.

Fromthemomentparticipantswalkin,theymustfeelcomfortablewithyou.

Be responsibleParticipantswillbedrinkingbeerduringStarServetraining.Itisthereforeimportantto

payattention,takecareofparticipants,andmakesuretheyarenotdrinkingtoomuch.

Thisisnotaparty.Itisatrainingcoursewhereparticipantslearnaboutbeer.Thatis

whyitisalsoimportantthattheDraughtMasterstayssober.Youshouldnotdrinkany

beerwhilerunningatrainingsession.

11DRAUGHT MASTER MANUAL3. TARGET GROUP

3.1 yOUR ChALLENGE ItisimportanttoknowwhoHeineken’stargetgroupisandwhatyoucanexpectfromyourparticipants.

IfyouknowhowtoapproachparticipantsduringStarServetraining,itwillhelpyoudelivera

world-classtrainingsession.

YourchallengeistomakesurethatattheendofyourStarServetrainingsessionseveryparticipant

canpourtheperfectHeinekenfollowingthepouringritualandmeettheStarServestandards.

3.2 ChARACTERISTICS Of ThE TARGET GROUPThetargetgroupforStarServetrainingisanyonewhoservesHeinekendraughtbeerprofessionally.

Fromtheexperiencedownerofabartoatraineewaitress.Yourtraininggroupmaybeverydiverse.

Whichiswhatmakesitunique,interactiveand,mostimportantly,funtrainingtogive.

Youneedtobesensitivetothesedifferenttypesofcharacteristics.

Personal characteristics Theparticipantscanbemenandwomenandwillbeofdifferentages.

Theknowledgeandexperienceofparticipantswillalsovarywidely,especiallywhenitcomesto

part-timeand/oryoungeremployees.Payattentiontothem:makesuretheyunderstandeverything

andyou’renotgoingtoofast!EveryparticipantisapotentialHeinekenambassador!

Someparticipantsmaybeolderthanyouorhavemoreexperience.Showrespectforthis.

Someparticipantsmayhavetheirownwayofworkingandbeinclinedtosticktothat.Whendealing

withparticipantswhoproverigidandnotveryopentochange,alwaysemphasisethenecessityand

importanceofthechangesyou’reintroducing,andstresswhythechangesareintheirinterest:

Whatwilltheygainbychangingtheirwayofworking?What’sinitforthem?

Cultural characteristics Participantscancomefromdifferentculturesandhavedifferentreligionsorbackgrounds.

Beawarethatjokingaboutcertaintopics(e.g.religion,politicsorsex)canoffendothers.

Berespectfulandtrytomakeeverybodyfeelcomfortableduringyourtrainingsessions.

outletsHeinekenisservedinallsortsofdifferentoutlets:restaurants,bars,clubs,etc.Thisisgoodnews

foryouasatrainer!Differentparticipantshavedifferentexperiencestosharewitheachother.

Enrichingthetrainingexperienceforeveryone.Makesureyoumakeuseoftherangeofideas,

experienceandknowledgeofyourparticipants.

TARGET GROUP

12DRAUGHT MASTER MANUAL3. TARGET GROUP

AtthestartoftheStarServetrainingsession,

keepinmindthatsomeparticipantsmightnot

havebeentrainedatallinhowtopourbeer.

Theymaybeuncomfortableorshyatfirst.

Alsoremember,noteverybodylikesbeer

(yes,itispossible!).Don’ttrytoconvertthem

intobeerdrinkers.Dotrytomotivatethemto

appreciatetheproduct,eveniftheydonot

drinkit.

Someparticipantsmaynotdrinkatall.Show

respectforthatchoice.

3.3 hAVE yOU MET ThE ChALLENGE?YourchallengeasDraughtMasterisultimatelytochallengeyourparticipants.Andtoensuretheymeet

thatchallengesuccessfully:

•AretheyabletoserveaperfectHeinekendraughtbeerfollowingthepouringritualprotocol?

•Aretheyleavingyoumotivatedtofollowthatpouringritualatalltimesintheirwork?

•Willtheyreturntoworkandfriends,hopefullyafteragreatday,asanambassadorforHeineken?

Thatisyourchallenge.

3.2

13DRAUGHT MASTER MANUAL4. DELIVERING ThE STAR SERVE TRAINING

You’renowreadytoprepareyourselfforStarServetrainingsessions.

Youaregoingtotrainupto20participantsatatimetobecomecertifiedpourersandHeineken

ambassadors.Anexcitingchallenge.Butaswellasrunningthesessionitself,worldclasstraining

requiresgoodplanning,whichwealsocoverinthissection.

4.1 RUNNING A SMOOTh TRAINING SESSION: OVERVIEw

What to bring Youwillhavereceivedabriefing from back office,including:

•Traininglocation&time.

•Nameandcellphonenumberofyourcontactperson.

•Participantslist.

•DetailsandextrainformationabouttheStarServetraining.

•Themostimportantotherthingsareyourthermometerandskimmer(s).

Be earlyArriveatthevenueat least one hour before the training starts.Nothingbeatsgoodpreparation.

Meetupwithyour(Heineken)contact,whoshouldalreadybeatthevenue.Ifnot,ringthem.Letthe

contactpersontalktotheownerorbarstaffmemberwhowillassistyou.Nevertakeanythingforgranted.

Fromthismomenton,youareinchargeoftheresultandsuccessoftheStarServetrainingsession.

Initial chat with your assistant Startwithsmalltalk:perhapsaboutthebar,whetherornotithasbeenbusy.Showsomeinterest

inyourparticipants.

Thenaskhowmanyparticipantsheorsheisexpecting:ideallythecontactpersonwillhavealistthat

matchesyourown.About5minutesbeforestartingthetrainingyouwillcheckifeveryoneisthere.If

thisisnotthecase,youshouldtrytocontacttheparticipantstoseeiftheyarestillcomingorifthey

arerunninglate.Thiswillgiveyouanideaifandhowlongyoushouldwaitforthem.Youcanthen

managetheexpectationsoftheotherparticipantsthatarealreadythere.

DELIVERING ThE STAR SERVE TRAINING


Set up the bar Startsettingupthebar:

•Makesurethebariswell-organised.

•Makesuretherewillbenomusicandnootherpeopleduringthewholetrainingsession.

•Makesureparticipantswillbeabletohearandseeclearlyeverythingyoudo.Checkthebarfrom

differentanglestoseeifthesightlinesaregood.

•Removeanyglasswareorotheritemsthatblocksight.

•Cleanthebarandgetridofeverythingthatmightdistractyourparticipants.

•Placethechairsorbarstoolsaroundthebarasclosetoyouaspossible:theclosertheyare,

themoreyouconnectandthebetterattentionpeoplewillpay.

Check the barChecknowthatyoucanpouraperfectHeinekenonthistap.Ifyoucan,yourparticipantscan.

Scenario A: No problems. You can pour a perfect Heineken on this tap.

NowpouratleastoneperfectHeinekenandleaveitonthebar.Youneedthisasanexampletoshow

whatabadglassofbeerlookslike.

Scenario B: You cannot pour a perfect beer on this tap.

Youshouldstillhaveabout50minutestosolvetheproblem.Donotdothisonyourown:

findyourcontactperson,shareyourproblemsinapositivewayandtrytofindasolutiontogether.

Scenario C: Even after trying to resolve the problem, you still can’t pour a perfect beer

Inthisworstcasescenario,whereyoucannotresolvetheproblemwiththetap,youmustpostpone

theStarServetrainingsession.RunningthetrainingwithatapthatcannotpouraperfectHeineken

isnotanoption.

SeealsoChapter6‘Whatif’forotherthingsthatcangowrongandhowtosolvethem.

Final touches and double-checkMakesurethere’ssomethingforparticipantstodrink.Sometimesthere’salsosomethingtoeat.

OK,everything’ssetup...No,double-check:iseverythingsetup?

Noweverythingreallyissetup.Waitforyourparticipantstoarrive.

Your participants start arrivingAsparticipantsarrive,onebyoneorinsmallgroups,youandyourHeinekencontactshouldmake sure

people feel welcome:

•Pointoutwherethetoiletsarelocated.

•Tellpeopleyouwillstartwheneveryonehasarrived.

•Haveaquickchatwiththemtomakethemfeelcomfortable.

•Checktheirnamesonyourlistandtrytomemorisenames-with-faces.Usingpeople’sfirstnames

willputthematease.

4.1


Not everyone has arrived…Sometimesitistimetostartthesessionbutnotalltheparticipantshavearrived.

•Tellthepeoplepresentyou’regoingtocalltheparticipantswhohavenotshownupyetandthatyou

plantostartinabout10minutes(always keep people informed:itengagesthemandpeopleareless

likelytobecomerestlessorangry).

•Make relevant phone callsorletyourHeinekencontactdoit.

•Whenyouhavemoreinformation,make a decision:iftheparticipantsarenearlythere,

youcanwaitalittlelonger.Ifnot,startandhopefullythey’llarriveduringthetraining.

Start the training sessionFirst impressions count.Soyouhaveonlyonechancetomakeagoodimpression.

Beginwithlots of energyandthanktheparticipantsforcoming.

The breakParticipantsneedabreakduringthetraining:tosmokeorgotothetoilet,butalsotokeepenergy

levelsupsoeveryoneisfreshandattentive.

Tellparticipantshowlongthebreakisandwhentheyshouldbebackfortherestart.

Setthebreakattheendofthefirstpartofthetraining:afterabout60minutes.Afterthebreakyouwill

startwithPart2‘AreyoureadytopourtheperfectHeineken?’

Rounding off the training session •Thank your participants.

•Double-check attendance listhasalltheirnamesonit.

•Giveeachparticipantanevaluationformandapen,andaskthemtofill out their evaluation form

there and then.

•Handoutthecertificates and small souvenirsifyouhavethem.

•Givepeopletheopportunitytotake picturesor(iftheyask!)autographaglassforthem.

•Engageinsmall talk but avoid discussions(seechapter6‘Whatif’).

•Oftenthereissomething to eatand,ofcourse,there’salwaystimeforaHeineken.

•AstheDraughtMaster,youarestillworking.Sodo not drink(youcanhaveaHeinekeninyourown

time,butofcourseenjoyresponsibly).

4.1


Post-training and requesting feedback Obviouslyyoucannotsimplyleavethebuildingwiththeparticipants.Youarestillanambassador

forHeineken,andlastimpressionsareasimportantasfirstones.

•Thankallthestaffmembersandbarownersfortheirassistanceandhospitality.

•Perhapsyoucanalsohelpbycleaningthebar:anicegesturethatleavesagoodimpression.

•IfyouhaveanyHeinekengiftsleftover,youcangivethemtothebarstaff.

•Makesureyoutakeallyourstuffwithyou(e.g.attendancelistsandevaluationforms).

•Whenyouleaveinagroup,knowwhereyouaregoing.Sometimesthereisanevening

programmeplanned(e.g.visitingsomeoutlets).

•Askyourcontactpersonforfeedback.Whatwerethereactionsofparticipants?Couldyoudo

somethingtoimproveyournexttrainingsessionoryourperformance?

•Acceptanycriticism(goodandbad)positivelyanduseitconstructively.

Back home •Sendallthepaperworkbacktotheoffice.

•Runoverthedayinyourhead:whatwentwell,whatlessso?Whatcouldyoudotobeanevenbetter

DraughtMasternexttime?

•Getyourselfreadyforthenextdayoftraining.Enjoy!

4.2 PART 1. ThE STAR SERVE TRAINING SCRIPT

How the script worksThissectioncontainstheactualtextyouwillbeusingforStarServetraining:

•Textnotinaboxistheactual‘script’foryourStarServetraining.Asmileyface()meansit’sajoke

orhumorousremark,andshouldbefunny.

•Bold text:

theintroductiontothenextsectionofthescript

•Red text:

atipyoucanuseforStarServetraining

•green text:

thereactionyoucanexpectfromparticipants

•Footnotes,indicatedwithasmallnumberlikethis1,areatthebottomofthatpage.

Enjoy!


OPENING ThE SESSION

Duration: 2 minutes

goal: Introduce yourself; share relevant background information about your profession; engage participants.

Mynameis…(yourexperienceandprofessionalbackground)

Example:‘MynameisFranckEversandI’mfromtheNetherlands,

thehomeofHeineken.Iownedafewbarsinmyhometown.

Beforethat,Iwasapsychiatricnurse.Asyoucanimagine,

quitehandytrainingforworkinginabar.’

10yearsago,welaunchedaqualityprogrammeinthe

Netherlandscalled‘GoedGetapt’(Dutchfor‘WellTapped’).

Today,ateamofDraughtMasterstogethertrain2,300barsand

restaurantseveryyear.Afewyearslater,theIrishOPCOfollowed

theDutchandlaunchedtheirownprogramme.

Andtodaywehavetheworldwideprogrammeyouarenow

attending:StarServe.


IRRITATIONS

Duration: 10 minutes

Summary: Participants identify a number of problem areas with draught beer (foam, temperature, state of the glass and presentation). They will raise points in a random order (and may include some irrelevant points): you must pick out the irritations and describe them one by one.

goal: To draw the conclusion that all the irritations come together in the head of the foam.

Alotofbeersarepouredaroundtheworld,includingherein

[namecountry].

It’snotdifficult.Imean,youopenthetap,youcloseit,

andsometimesattheendyoudosomethingwiththeskimmer.

Sowedoitalotandit’snotdifficult.

Buteventhoughwepourbeerallthetime,therecanstillbesome

annoyingthingsaboutbeer.Imagine:asaconsumer,you’reatthe

bar,you’vedecidedwhichbrandyouwantandyou’repreparedto

pay€4forit.

Andthenit’sputinfrontofyou.Youlookatitandthink‘Hmmmm’.

Youtakeyourfirstsipandyouknow:thiswasnot€4well-spent.

Sowhatarethethingsthatcouldirritateyouatthispointas

aconsumer2?

Oneofthemainirritationsiswithfoam:notenoughfoam,

toomuchfoam,nofoamatall.Orperhapsunevenfoamor

maybethestructureofthehead.

Anyonewholooksatanycommercialimageofbeer-

inamagazine,onTV-seesacertainamountofbeeranda

certainamountoffoam.Soyoudon’tneedtoknowalot

abouttheproducttoknowthatfoamisimportant.Sookay,

foamisagoodone,thankyou,whatelse?

The participants will think

about different annoyances

and come up with answers1.

The foam/head of the beer.

The temperature of the beer.

1 Greentextistheresponseyoucanexpectfromyourparticipants.2 Yourscriptcontainsvariousinteractivemomentswithparticipants.Aftereveryquestion,leaveamomentfortheparticipantstoreact.


Anothergoodone.Temperatureisanirritation.Whatcango

wrongwithtemperature?Toowarmortoocold?

Yes,that’sright:toowarm.Wedon’tlikedrinkingwarmbeer.

Whatelse?Wealreadyhavefoam,temperature.What’sanother

annoyingthing?

Dirtyglasses,thankyou.Manyofyouknowwhatadirty,dry

glasswilldotothefoamor‘head’:itcollapsesmoreeasily.

Butstillsometimesyouseedirtyglassesinbars.

Butjustasimportant:whatdoesthisdirtyglasstellyouaboutme,

thebartender?

Exactly:I’mnotveryprofessional,asloppybartender.

AndwhatdoesittellyouaboutthebarIworkin?

Yeah,probablythesame:asloppybusiness.

ItalsotellsyousomethingabouthowimportantIfindmy

customers:notveryimportant.

It’sallnon-verbalcommunication.Doyouknowwhatpercentage

ofourcommunicationisnon-verbal,sowithoutusingwords?

Over90%ofcommunicationisnon-verbal.Whichisvery

convenientwhenyouworkbehindabar.Becauseit’sbusy,

themusicisloud,youdon’thavetimetotalktopeople.

Sonon-verbalcommunicationisquiteuseful.

Sowehavedirtyglasses,temperature,andtheheadoffoam.

Whatelsecanbeannoying?

Presentation:absolutelyright.Thewaythebeerispresentedtoyou.

Whenwetrainbarstaffwealwaysaskthemtouseabeermat.

Becausenomatterwhatyoudo,thebeerglasswillalwaysbewet.

You hope participants will say:

too warm.

With this sort of question, always

put what you want to hear at

the end of the question, stressing

that last part: guide participants

in the direction of what you want

to hear3.

The participants start

guessing…Just collect

everything they say. Make

them part of the interaction.

When you want to hear things

in a random order, repeat

back the answers participants

have already given. This helps

your participants come up

with new ideas.

3 Redtextisatipthatyoucanuseduringtraining.

IRRITATIONS


Sousebeermats!

Andalwaysuseabrandedglass.Idon’tknowthefigurefor

[country],butresearchshowsthatmorethan60%ofDutch

consumersthinkit’sasignofqualityforabarwhenitworks

withbrandedglassware.

ResearchalsoconfirmsthatintheNetherlands,whenyoupresent

thebeerlikethisandduringtheinteractionmakeeyecontact,

peopletip70%more.

Anyotherirritationswillbeaboutsomeaspectofthehead

offoam.

Well,mygoaltodayisthatwhenwe’redoneeverybodyherewill

beabletopourtheperfectglassofbeeronthistap,butalsoon

thetapyounormallyworkwith.

IRRITATIONS


ThE REfERENCE bEER


Summary: You invite a participant to pour a beer without advice. Usually the beer is a failure. Discuss the beer’s faults and get them to tap a second beer, this time advising them.

goal: To make clear that there’s only one way to pour the perfect Heineken: the Star Serve way!

Whatdowecallthefirstbeerwepourwithanunfamiliartap,

withastrangeguystandingnexttoyou,infrontofanaudience

fullofstrangers?Whatdowecallthatfirstbeer?Anyone?

Atestbeer.InHollandtheycallitthereferencebeer.

Thereferencebeertellsyousomethingaboutthecircumstances

youhavetoworkin:thepressure,thetemperature,thetypeof

glass.Butitalsotellsussomethingaboutthesecondbeer:what

wewantittolooklikenexttime.

Now,whatdoeseverybartenderdoafterheclosesthetap

andputsdowntheglass?Whatdoeseverybartender

immediatelydo…?

Youdiditandwediditwithyou.That’sright:youlookatthebeer.

You’recheckingtheheadoffoam.Sometimesyouthink‘Oh,not

bad,Icanstillsellthisone.’Othertimesyou’renotsoluckyand

youseeitinthehead:toomuchfoamortoolittlefoam.

Andwhenthathappens,whoorwhatdoesthebartenderblame

forthatbadbeer..?

Exactly,theonethingyoudon’tdoisblameyourself.

So,[name].Guesswhat?You’regoingtopourasecondbeer.

Andwhat’syourgoalwiththissecondbeer?

Invite participant to pour

a glass of beer.

Ask their name, show them

the glasses and tap. Let them

pour a beer and see what

happens. Don’t give any tips

or advice. Let them make

their own decisions.

Usually, that first beer will

be a failure…

The tap, the machine, the

pressure. Where I normally

work I have no problems…

Depends on how first beer

was. For example: less or

more foam.


Ourconsumersknowexactlywhatthebeershouldlooklike.How?

Right:everywheretheygotheyseetheperfectglassofbeerin

commercials:beerwithaheadtotheshouldersofthestar.

Whatis[name]goingtododifferentwiththesecondbeer?

Pleaseadvisehim/her…..

Myadvicewouldbe:onceyou’redone,lookself-assured!

Soyouthinkyoucanmanage?Okay,giveitanothertry.

Okay,whatwasyourgoal?Tocreate[more/less]foam.

Didyouachieveyourgoal,yesyoudid.Isittheperfectbeer?

Nonotyet.Butisitbetterthanyourfirstone?Absolutely!

Areyougoingtodrinkityourself?Give[name]abighand.

OK,Ihaveaconfession.WhatIjustdidherewith[name]wasnot

thebestthingfromadidactic/teachingpointofview.

Iaskedhim/hertopourmeabeerwithoutanyexplanation.And

whatdoyouthinkwouldhappenifweinvited4peopleuphereto

pourabeer?Whatwouldyousee…?

Exactly,4differentwaysofpouring,fourdifferentresults.

Butallwiththesamegoal:theperfectbeer.Thatimageinthe

commercials.

Now,allthatadvicewegave[name]forpouringhis/hersecond

beer:it’sallinthepouringritual.Rinsingtheglass,thewayyou

openandclosethetap,theangleoftheglass,howyouuse

theskimmer.Theyallaffectthefinalresult.Inotherwords,

theStarServepouringritualreallydoesmakeadifference.

Advice comes from the group.

Angle the glass more,

let the first drop out, open

and close the tap in one firm

motion, wet and rinse the

glass, use the skimmer, etc.

You want to make it very

clear that all the advice for

improving the beer cencerns

the pouring ritual and that

most of the knowledge is

already in the group.

By asking now and repeating

it within a few minutes you

make it a key element of the

training.

Here give the participant a

small gift, such as the Dutch

‘Goed Getapt’ gold medal.

Small gifts thank participants,

show warmth and create

business fans.

ThE REfERENCE bEER



ThE POURING RITUAL


Summary: You demonstrate the pouring ritual: Rinse, Pour, Skim, Check and Serve.

goal: Demonstrate the pouring ritual and make it look easy.

TheStarServepouringritualthatI’mabouttoshowisverysimple.

Butwhyshouldyoudoit?

NotbecauseItellyoutodoit,notbecauseHeinekenwants

youtodoit.Youshoulddoitbecauseyouunderstandthat

withthispouringritualyou’regoingtoincreasethedrinkability

ofthisproductandyou’regoingtoincreasesalesandvolume.

Thepouringritualisprettysimple;Rinse,Pour,Skim,Checkand

Serve.5steps,eachofwhichyoudoforareason:

Rinse: Coolandcleantheglass.Weknowwhatadirtyglassdoestothe

head:itcollapsesmoreeasily.

Meanwhilethecleaningalsocoolstheglass.Thecoldertheglass,

thecolderthebeerwillbeonceit’sintheglass.Acoldglasswill

keepthebeercoldandfreshlonger.

Howcanyoutellifaglassiscleanornot..?Youdon’twanttosee

dryspotsontheglass:thewatershouldsticktotheglass.

Aftercleaningholdtheglassupsidedownsotheexcesswater

poursout.

This is the first time you’re

pouring a beer in front of

the group. They’re going to

watch carefully to see what

you do and whether you make

a mistake. It’s crucial you do

this very well, without

mistakes.


Pour: Openthetapwithonesmoothmotionandletthefirstdropout.

Letthebeerspiralintotheglass,holdingitatanangleof

45degrees.Whenit’salmostfull,straightentheglassandclose

thetapwhentheglassisfullwithfoam.

Skim: Don’tputtheglassdown,directlywaterthetaptoavoiddrops

fromthetapfallingintoit.

Themomenttheheadisoverflowing,skimthebeerwitha

wetskimmerata45degreeangle.Withthis,youdotwothings:

youremovetheexcessfoamontopofthebeer.Andyouleavea

thinlayerofwaterbehind,whichwillensureaniceshinyhead.

Check: Checktheheadissittingonthehorizontallineofthestarandlet

thebeersettleastheheadrisesgentlyabovethetopoftheglass.

Fortheperfecthead,aimfor2fingersoffoam.

Serve: Holdingtheglassatthebottom,presentitonabeermatwiththe

logofacingtheconsumer.Makeeyecontact…‘Enjoyyour

Heineken’.

Butifexpertsagreethatthispouringritualisthebestonefor

thisproduct,forlager—andtheydo—thenwhydoesn’teveryone

alwaysdoitthisway?Whatdoyouthinkthereasonsare?

Maybeit’sbecausethebaristoobusy:youhavetopourseveral

beersinarow.Butwhatelse?

That’sright:somepeopledon’tknowhowtodoit.Butalsomost

peopledon’tknowwhytheyshouldfollowthepouringritual.

Sotounderstandwhythepouringritualisimportantfor

drinkability—andthereforeforincome,turnoverandvolume—

we’regoingtotakeacloserlookattheproductitself.

Participants give answers

and reasons why they are

not doing this…

ThE POURING RITUAL


whAT ARE wE wORkING wITh?

Duration: 5 minutes

Summary: You explain some of the key characteristics of beer and why the pouring ritual works with those characteristics to optimise the consumer’s drinking experience.

goal: Simple explanation of the product; explain the characteristics of this particular beer and how these characteristics mean the pouring ritual is the optimal way to treat this beer.

Sowhatareweworkingwith?Whatexactlyisityou’reselling

yourcustomers?

Basically,we’reworkingwithaclear,carbonatedbeverage.

Andwhenthetapisopenyoucanlookrightthroughit.

Butwhenthebeermeetsresistance—forinstancebytouching

theglass—thenweseehowthebeerchangesintofoam.

Andprettymucheverybartenderisnervousworkingwithfoam.

Butwealsoseehowalotofthefoamischangesbackintobeer.

Sowecanonlyconcludethatthisfoamcontainsalotofbeer.

Andwhenyouleaveitstandingyouwillseethateventuallythis

fullglassoffoamwillbecomeanalmostfullglassofbeer.

Whyistherefoamonourbeer?What’sthefunctionofthefoam?

‘Hmm,’Icanseeyouthinking,‘goodquestion…next

questionplease.’

Right:tokeepthesparkles,thebubbles,theCO2,whatever

youwanttocallthem,inthebeer.Andoxygenoutofthebeer.

Butalsotokeepthetemperaturelow.

Thefoam,thehead,islikethecaponabottle:itkeepstheCO2

inandtheoxygenout.

You now open the tap and

demonstrate what you are

explaining as you go along.

Make sure everybody can

see what you do. They need

to see the foam changes

back into beer again.

Show the participants what

happens when the beer gets

resistance in the glass.

The participants answer

the question.

Show them a bottle of,

for example, cola while

you’re talking about the head.

Further on in the presentation

you will need the bottle again.


Becausewhatdoesoxygendowithfoam?

Itmakesitcollapse.Andwhatdoestheoxygendowiththebeer?

Itmakesthebeerflat:theCO2canescape.

Andthenwhathappenstothetasteofthebeer?Whattastedoesitget?

Right:itbecomesbittererandmetallic.Andwhathappenstothe

colourofthebeer?

Itgetsdarker.

Thiswholeprocessiscalledoxidation.Andthisgivesthebeerthat

nastymetallictaste.Sotokeepthebeerfreshitneedsanicehead.

Asyoucansee,foamisyourfriend.

Andwhatisthebiggestfoamkillerthereis…?

Thenozzle.Whenthenozzleofyourtaptouchesthefoam,you

canseethefoamcollapsing.Whentheheaddoesn’ttouchthe

nozzle,itwilllastabout15minutes.Andthat’senoughtimefor

someonetodrinkabeer.

Plusifthenozzletouchesthehead,yourbeertasteslikeiron.

Andifyoudon’tbelieveme,justtryit!

Solet’slookmorecloselyatthehead.WhenIampouringabeerI

alwaysdothesame:rinsetheglass,openthetap,angletheglass,

whenit’sfullIclosethetapandIskimthebeer.

Takealookatthehead.Youcanseetwodifferentlayers:

thelowerCO2layerandtheupperCO2layer.

Whatweseeistheheadrising.That’swhatoureyessee.

Butinfactit’sanopticalillusion.It’stheotherwayaround:

whatactuallyhappensisthatthefoamcontainsalotofbeer

andthebeerfallsbackintotheglass.

The participants will say it

makes the beer flat.

The participants will say it will

make it collapse.

The participants will say it

gets more bitter.

The participants will say it will

get darker.

Pour another beer this time

holding the nozzle in the head

to show what you are

describing.

You are again pouring a beer

correctly. This is in contrast to

the badly poured beers you’ve

just poured. So make sure you

pour it perfectly, following the

pouring ritual.

Show them what you are

saying, using the skimmer

to point out what you want

them to see.



CO2isagasanditwantstoleavethebeer:itwillpushthefoam

andtheoxygentothetop.Buttheycan’tleavebecausethey’re

stuckunderthehead.

SothisfoamisbestprotectionagainstthelossofCO2.Andifyoulook

attheundersideoftheheadyoucanseeathinlayeroftinybubbles

thatwillmakesuretheCO2iskeptinsidethebeer.That’swhypouring

underhighpressurewithcoldbeermakesanice,firmhead.

Butthisallhappensautomatically.Wedon’thavetodoanything.

ButnowI’llshowyouwherewe,asbartenders,comeintothepicture.

So,again.Whatyoudo:yourinsetheglass,youopenthetap

inonefirmmotion,youletthebeerspiralintotheglass,you

straightentheglasswhenit’salmostfull,youclosethetapwhen

theglassisfullwithfoam,andyouskimthebeerwithawet

skimmerundera45degreeangle.

SeehowIskimwhenthebeerisoverflowing.Thisisavery

importantmoment.BecausehereIamdoing3things:

Firstofall,I’mremovingtheexcessfoam.Andinthatexcess

foamarethemosthopbitters,themostbitterpartsofthehops,

whicharealsoimportantcontributorstoahangover.

Secondly,I’mremovingalotofoxygenfromthefoam.CO2is

heavierthanoxygen.Itwillpushtheoxygentothetopandwhen

you’retherewithyourskimmer,youcanremoveit.

Andthirdly,withthethinlayerofwaterfromtheskimmer,

Iamcreatingsurfacetension.Thiscreatesthenice,shinyhead

thatyouseeincommercialimages.

Ifyou’vepouredaperfectbeeryoushouldbeabletostandaskimmer

initupright.Youdon’thavetodothiswitheveryperfectbeer.

It’sjusttoshowyouthattheheadisfirmenoughtoprotectthebeer.

WhenIhavetoexplaininabusybarwhythere’sfoamonthebeer,

Ialwayssay:this[indicatethegoldenbeer]iswhatyoupayfor,

thisbit[indicatehead]isforprotection.Andyoushouldnever

drinkwithoutprotection…

For the third time you are

explaining the pouring ritual

as you execute it. A lot of

what people learn is through

watching.



hISTORy AND NATURAL ThIRST-QUENChING QUALITIES


Summary: You are the link between Star Serve and its benefits for participants. Show how beer has always been man’s natural thirst quencher and how the pouring ritual will help them sell more beer.

goal: give them a reason to believe!

Isthispouringritualonlytheretomakethebeerlookbetter?

Ordoesitalsoservethegoalofdrinkability,andtherefore

incomeandturnover?

Nowbeforeyouanswerthatquestion,I’mgoingtoaskyou

anotherone:howlonghavepeoplebeendrinkingbeer?

Theansweriswe’vebeendrinkingbeerforabout6,000years.

Butwhatwastheoriginalreasonpeoplehadfordrinkingbeer?

Themostimportantreasonwasthattheywerethirsty!People

couldn’tdrinkthewaterbecauseitmightmakethemill,because

unlikebeeritwasn’tclean.Sowhenpeoplecouldn’tdrinkwater,

theyinventedanalternative.

Today’sbeerdrinkerisstillusingthisproductforthesamereason,

thoughnowadayswehavealternatives,suchassoftdrinks.

Howoldaresoftdrinks?Wehavebeendrinkingbeerfor6,000

years,buthowlonghavewebeendrinkingsoftdrinks?

We’veknownhowtomakesoftdrinksforabout500years.

Soseenfromthatperspective,wecandrawtheconclusionthat

yourbodyhas,fromanevolutionarypointofview,prettymuch

adaptedtodrinkingbeer…

Andit’smybeliefthateverybodylovesbeer.It’sjustthatnot

everyoneknowsityet!Butwe’llcomebacktothatlater.

Now,canyougivemesomecharacteristicsofadrinkthat

quenchesyourthirst?Whetheryoutakebitterlemon,tonic,beer

doesn’tmatter:whatdoescharacteristicsdoesithavetohave?

Participants guess.

The participants will

start guessing.

The participants will say

cold and fresh.


Coldandfresh.Theproducthastobecold.Coldnessisalways

themostimportantthing.

Sowhatistherefreshingthinginbeer?

Right,theCO2.Itactivatestheinsideofyourmouthandcreates

taste.TheCO2isimportanttothedrinkabilityandtothedigestion.

Peoplementionedtasteandflavour,butnoonementioned

sweetness.Whynot?Whatisthetasteofbeer?

Wheredoyoutastethebitterness?

Wheredoyoutastesweetness?

Butwhynotsweetness?Itwillgiveyouafullfeeling.Ifyouwere

todrink4cokesinarow,howwouldyoufeel?

Butwhenwedrink4beerswhatdowewant?Ha-ha,right:

more!Ididn’tmakethatup.Andit’simportant.Suppose

you’reverythirsty,whatdoyouwanttodo?

Drinkalotinaprettyshortperiodoftime.Soitshouldgo

downeasily,butalsodigesteasily.Anditshouldn’thavetoo

muchalcohol.Becauseofcourseweshouldalwaysenjoy

beerresponsibly.


the bubbles.


bitter.

The participants will say at

the back of the tongue.

The participants will say at

the front of your tongue.


bloated.

hISTORy AND NATURAL ThIRST QUENChING QUALITIES


TASTE OR AfTERTASTE

Duration: 5 minutes

Summary: You show participants that aftertaste is very important. The fact that beer has a head of foam and that the temperature is low implies this.

goal: Create a mouth-watering experience.

OK:canwetellbylookingatapersonifheorsheisarealbeer

drinkerornot?Dobeerdrinkersexhibitcertainbehaviour?

Canwerecognisethem?Whatdoesabeerdrinkerdowhen

he’sabouttodrinkabeer?

Now,thefactthatthisproductiscoldandsealedofffromtheair

bythethinlayerofwaterontopofthefoamtellsussomething

abouttheimportanceofflavour…

Putitanotherway:dowetastewhatwedrinkaswedrinkit,

ornot?Whichisthemostimportant:tasteoraftertaste?

Well,wecantalkaboutitalldaybutnothingbeatsproper

research.

Soisthereanyoneherewhoconsidersthemselvesarealbeer

drinker?Someonewhothinks‘ifIhaveonetalent,it’sdrinking

beer.’You?Great,what’syourname?Pleasecomeforward.

Wearegoingtodo2thingsnow.Firstwe’regoingtoseeif[name]

isarealbeerdrinker(Ireallyhopeso).Andthenwe’regoingto

seeifit’sabouttasteoraftertaste.

Pleaseeveryone:studycloselythebeerandthebeerdrinker.

Thisisyourmoment….watchhim!

Okay,whatdowesee?

Well,thefunnythingis,youwerewatching[name],butIwas

watchingyou.Becausedrinkingbeerisamouth-watering

experience.Forthebeerdrinkersandanyonewatchinghim.And

themoment[name]swallowed,Isawawholegroupofyoudo

somethinglikethis…

The participants will say he

immediately starts drinking,

licking his lips, smiling…

It’s very important that

everyone looks at this person

in order to create a good

reaction with your

participants.

Now pretend everyone copied

the swallowing of the beer.

Many participants will say it

is true.


Whatdoesthebeerdrinkerdowiththebeerhe’ssipped,

almostimmediately?Right,heswallowsit:hedoesn’ttasteit.

Soisitthetasteortheaftertaste?

Youtakeasip,swallowit,putdowntheglassandthenyou

sayaaahhhh…Andthat’sthemomentabeerdrinkerrelaxes.

Andhewilldosomethinglikethis[moveyourcheeks].

TheCO2activatedtheinsideofyourmouth.Sowhatdoyouwant

todo?YES.Youwantanothersip!Youcan’thelpyourself,

it’sstrongerthanyou!

What’stheonlyreasonforme,asacustomer,toorderasecond

beer?Right:thequalityofthefirstone.

Becauseifthefirstbeerwaswarmorpresentedinadirtyglassby

amoodybartender,thechanceI’llbuyasecondbeerinthatoutlet

isquitesmall.Butwhenthebeerispresentedwell,withagood

head,andniceandcold,thechanceI’llbuyasecondbeerthere

ismuchbigger.

Okay,researcherswe’veallobservedabeerdrinker.

Now,whoamongstyoudoesn’tlikebeer?

Willyoubesokindastotakeasipofthebeer?People,watch

carefully.Perhapsifwelookcloselywecanseewhy[name]

doesn’tlikebeer.Pleasetakeasip….

WhatdidIaskyoutodo?

AndIaskeditinquiteafriendlyway.Notatallaggressive,

butwhatdidIaskyoutodo?Totakeasip,right.Butwhatdid

youactuallydo?Yeah,youtookabiteoutofthehead.

What’sthetasteinyourmouthrightnow?Probablyalittlebitter?

Butwhatwasthereasonforhavingfoamonourbeer?Right,

itactslikethecaponabottlekeepingCO2inandoxygenout.

You give the beer drinker a hand

and perhaps a gift. He at least

gets to keep his beer!

Ask someone to come

forward.

This person (usually female) is

going to bite into the foam.

Exactly what you want to see.

Because now you can explain

why she won’t like it.

This is the moment you again

show the bottle you showed

when explaining why there

was foam on a beer.

TASTE OR AfTERTASTE


Becausewhenwedrinkbeer,weangletheglassandtakeasip.

Whathappens,whatdowesee?Right:weseealittleextractionof

CO2andthiskeepstheheadfresh.That’sthereasonwhyinIreland,

forexample,theinsideoftheglassisetchedabit.Soyouconstantly

haveasmallextractionofCO2.Wecallitaheadkeeper.

Whenthebeerispouredwell,wecanseetheCO2keepingthe

headfreshforabout15minutes.

ThisbeerI’mholdinghasalayeroffoam.Butwhenthere’sno

foam,whatdopeopledo?

Whydopeopledothat?

Right,theywantfoamontheirbeer.Andwhenyouasksomeone

why,theygenerallysay,‘BecauseIwantfoamonmybeer.’

Instinctivelysomethingtellspeoplethatbeerisbetterwithfoam

thanwithout.Doesthisbeerlookbettertoyou?Yeahitlooks

better.Butisthebeerbetter?Noit’snot.

Whynot…?

Exactly,theCO2gotout.Andwhatdowereplaceitwith?Oxygen.And

whatdoyoudowiththetemperaturebydoingthis?Youwarmitup.

Sowhatdowecallthisbeer?

‘Flat’beerand‘dead’beer.

Youcandrinkflatbeer.Youwon’tdiefromit.Butdeadorflatbeer

givesyouabloatedfeeling.Alotofpeoplethinkthatbloated

feelingiscausedbytheCO2.

Butinfactit’sthelackofCO2.BecauseyouneedCO2fordigestion.

Itwillstartdigestionandeverybeerdrinkerknowsit.

Alotofpeoplegooutfordinnerandstartdrinkingbeer.Andafter

afewhoursofbeerdrinkingwhatwillthebeerdrinkersdo?

Show a beer with some foam

on top.


something like: shake or swirl

the glass, pour it in another

glass, put a coaster or napkin

in the glass.

Participants will come up with

suggestions, probably

including ‘flat’ and ‘dead’.

If you can, show a glass.

Whenever you have an

opportunity to show what

you’re explaining, do so.

TASTE OR AfTERTASTE


Wheredotheyendupattheendoftheevening?Eating.

Andwhatdotheyeat?Right:pizza,fish&chipsand,especially,

kebab…conclusion:you’rehungrybecauseoftheCO2.

Alotofpeoplethinkthisisabeerbelly{tapyourbellyifyouhave

one].Butactuallyit’safatbelly.Becausewhenwefinishbeer

drinkingwegethungry,andinsteadofeatingsomethingeasy

todigest,likesayacucumber,whatdowewant?That’sright:

thegreasystuff!

TASTE OR AfTERTASTE


TO SkIM OR NOT TO SkIM


Summary: This is the moment where participants see the difference between skimmed and unskimmed beer. You provide the scientific explanation: the iso-alpha acids make you dehydrate.

goal: To let the participants taste the difference between skimmed and unskimmed beer.

There’sonemorethingwe’regoingtodobeforewepourbeer

ourselves.Andthat’slookintothewholeskimmingpart.

I’mgoingtopourabeerbutIwon’tskimit.ThenI’llpouranother

onewhichIwillskim.

Alreadywecanseethedifference.Butdoyouthinkyoucan

tastethedifferencebetweenawell-pouredskimmedbeer

andawell-pouredunskimmedbeer?

Well,againcanwediscussitendlessly.But,againnothingbeats

experience(inmyexperience).

Sobemyguest.Andpleasedrinklikeyounormallydo.

Trythebeersoneafteranother,butpleasewaitforabout

15secondsbetweensipstoletyourmouthgetbacktobody

temperatureagain.So:drinkthem,tastethemanddiscover

ifthereisadifference.

Whatyouseeisthattheunskimmedoneiscollapsingmore

easilybecauseitisundermorepressurefromtheairandthe

bubblesareunequal.So:unequalpressureinthebubbles.

Butwhatisthemaindifferenceintaste?

Youallagreeonthat?It’salsoabitharder,creatingmoreofa

reactioninyourmouth.Andtheskimmedbeerisfresher,easier

todrink,colder,smoother.Sowhat’sthescientificexplanation?

WhenCO2isextractedfrombeeryougetfoamandfoamhas

alargeconcentrationofhops.Hopsare,amongotherthings,

responsibleforthebitternessinbeer.Thelightestpartisthe

mostbitterpartandthelightestpartreachesthetopfirst.

Tap the two beers

(skimmed and unskimmed)

as you describe what

you’re doing.

You pour different sets of

beers. Participants try the

beers. Keep stressing that

they have to find the

difference. When you hear

something you want to hear,

repeat it. Not too loud, but

make sure everyone is going

in the same direction: the

unskimmed one is slightly

more bitter.

Participants will probably say

the unskimmed beer is more

bitter, a bit like iron, less fresh.

Following this section you

want the circle to be

complete: the pouring ritual is

easy. All it takes is a little

motivation to do it right.


Sowhenyou‘retherewithyourskimmer,youremovethose

bittererelements.Leavingyourcustomerwithacold,fresh,

crisp,easy-to-drinkbeerwithaclean,dryaftertaste.Andwhen

youdon’tskim,thatbitternessfallsbackintotheglass,andthat’s

whatyoutaste.

Wedrinkalotofbeers.And,sadly,mostofusalsodrinkalotof

badbeers.

Butdoyouthinkyou’ddrinkmorebeersifthroughouttheevening

thebartenderpresentedwell-poured,fresh,cold,skimmedbeers?

Doyouthinkitmakesadifference?Ithinkso...Thethingyouhave

torememberisthatpouringaperfectbeerisassimpleaspouring

theworstbeeryoueverpouredinyourlife.

Becausewealldothesamething:youopenthetap,closeit.

Andtoskimyoudon’texactlyneedtobesuper-fit,right?

Actuallyallittakesisalittlemotivation.

THEBREAK See in 4.1 the section on

The Break for things you

have to cover and think

of around the break.

TO SkIM OR NOT TO SkIM


ARE yOU READy TO POUR ThE PERfECT hEINEkEN? Sowhatarewegoingtodonow?

I’llaskeachofyou,onebyone,tostepbehindthebarto

pourtheperfectHeineken.Idon’twantyoutodoatrick,

butIwantyouunderstandthatpouringbeerisallabout

pressureandresistance.

AreyoureadytopourtheperfectHeineken?

Conclusion:

Weallsawthateveryonewascapableofpouringtheperfect

Heinekeninone,twoorthreeattempts.

Thereason?Youweremotivatedtoperformthepouringritual.

Whenyoufollowthisritual,yourchancesofsuccessarepretty

nearguaranteed.Whenyoudon’t,youwillfrequentlyfail.

Sokeepupthegoodwork.Andthankyouverymuchforyour

time,yourenergyandyourconcentration.Andhopefullyforyour

commitmenttoperfecttheStarServepouringritual!

This is a key part of the

training.

As Draught Master, you must

ensure everyone pours a

perfect Heineken. You must

give direct feedback to

participants, but you also

need to keep talking while

they walk to and from the bar.

Have the person who poured

the first beer at the beginning

of the session pour the last

beer now.


4.3 PART 2. SUCCESSfUL 1-TO-1 POURING RITUAL TRAINING

Whenyouinviteparticipantsbehindthebarone-by-oneyoumustensurethateveryoneofthem

canpourtheperfectHeineken.3keythingswillhelpguaranteethispartofyourtrainingisasuccess:

givingdirectfeedbacktoparticipants,knowinghowtoworkwithmultiplepointsoffeedback,

andsharingtriviawithyourparticipants.

Providing feedback

Whenyouinvitethefirstparticipantbehindthebar,tellhim/herwhatyouexpectfromthem:takea

glass,giveitagoodrinse,andpourtheperfectHeineken.

Afterthey’vepouredit,asktheparticipantwhattheythinkofit.

Setagoalforthesecondbeer.Whatisyourgoalforthesecondbeer?

Askforfeedbackfromthegroup.Donotgiveallthefeedbackyourself:youwanttoengagewith

thegroupandthemoreinteractionyoucreate,thebettertheyengage.

Letparticipantsthinkaboutthefeedback.Whenaparticipantpourstheperfectbeer,givehima

bighand:welldone.

Multiple points of feedback

Ifaparticipantmakesthreeormoremistakes,chooseonetogivethemfeedbackon.Leavetherest

forlater,althoughyoudoneedtotellthemtheseaswell.

Example: a participant pours a beer and gets the following feedback from the group:

skims under 135 degree angle, keeps the nozzle in the head and ticks the tray with his skimmer.

Explain why the nozzle needs to be kept out of the foam. You also need to say that the other two things

should not be done either. But for now you don’t explain them, just mention them.

Trivia

It’simportanttosharetriviawiththegroup.

Anditiscritical,especiallywithabiggroup,tospreadyourtriviafactsacrossthewholeof

the‘AreyoureadytopourtheperfectHeineken?’sectionofthetraining.

Supposeyouhave20participants,shareafactafterevery1or2participants.Thisensuresyou

maintaintheattentionofthewholegroup.

Thisalsogoesforfeedback:it’sarealchallengenottouseupallyourfactsorfeedbackwiththe

first10participants.Ifoneparticipantmakesacertainmistake,it’slikelytobemadebyothers,too.

Belowyou’llfindarangeoftrivialfactsyoucansharewithyourparticipantsduringthe‘Areyouready


topourtheperfectHeineken?’sectionofthetraining.Usethemtokeepparticipantsenthusiastic,

eagerandmotivated.AndhaveFUN:it’scontagious!

TRIVIA, fACTS AND hANDy TIPS

Always use the middle brush when rinsing glasses

What do the white lines inside the glass mean?

Why shouldn’t we tick with the skimmer?

Why must we keep the nozzle out of the foam?

Makesureyouusethemiddlebrushwhenit’sfree.

Thentheoutsideoftheglass(lipstick,forexample)

isalsocleaned.

Thewhitelinesarecalled‘clings’.Thenumberof

clingsplusone=howmanysipssomeonetookto

finishhisbeer.

Moreimportant,thewhiteringstellyouyourglass

wasclean.Soit’sawaytoqualitycontrolglass

cleanlinessinyourbar.

Becauseyou’lltickoffthewateryouneedtocreate

surfacetensionwhileskimming.

Somebartenderssaytheyonlytickafterskimming

thebeer.Butfeelaplasticskimmerandoften

you’llfeelroughedgeshere[bringadamaged

skimmertoletparticipantsfeel]:youcanfeelwhere

theskimmerhasbeendamaged.Thismeansthe

waterwon’tsticktotheskimmer.

It’sthebiggestfoamkillerthereis.Ifyoukeepthe

nozzleintheheadyouseethefoamcollapsing.

OxygencanenterthebeerandCO2canleaveit.

Whichisexactlywhatyouwanttopreventhappening.

4.3


What happens when people pour under low pressure?

Why do we skim beer?

Why let the first drop out before putting a glass under the nozzle?

What happens when a foam bubble collapses on top of the head?

Youseethemmovingtheglassupanddown

beneaththetap.

Dothatandyougetalotoffoam.Whichmeans

youlosealotofCO2andletinmoreoxygen.

Howmuchbeerwillthisbe?[Showparticipants

afoam-filedglass:they’llsay‘notthatmuch’.]

Thisisn’tanewwayofpouringI’mshowingyou.

Like:it’sgoingtogetbusytonight,let’sdosome

pre-pouring,putitintherefrigeratorandwhenthe

[Germans]comewe’llserveit.Ijustwantedtoshow

you,again:youdon’thavetobeafraidtoworkwith

foam.Butafullglassoffoamwilleventuallybecome

anormalamountofbeer.

Toremovethebitterestpartsofthehopsandleave

athinlayerofwaterontopofthebeertocreate

surfacetensionthatwillpreventoxygenfrom

gettingintothebeerandkeepingCO2from

escaping.It’stodelaytheoxidationprocess.

Whenyouclosethetapyoucanalsostillseeafew

beerdropscomingoutofthetap.Thismeanssome

foamremaininginthispartofthetapandviathis

smallventholeoxygenmixeswiththatfoam.

Thefoamdriesandwhenyoupouranotherbeeryou

getalotoffoaminyourglass,andit’sverydifficult

tocorrectthat.Besideswhich,theremainingfoam

isexposedtooxygenandcangiveamoreiron-like,

oxidisedtastetoyourbeer.

Youdon’thavetoletalotpourout.Onlythefirst

dropisimportant.Sobeforethefirstdrophitsthe

tray,youcanputyourglassunderneaththetap.

Thebubblescontainalotofenergy:ifonecollapses,

otherbubbleswillalsocollapse.Whenonebubble

collapsestheothersallthinkthere’sapartygoing

onandtheyallcollapsetogether.

4.3


How do you get bubbles on the top of your foam?

Throwing a beer in the sink improves the cleanliness of the glasses

Multiple corrections

Visibility

Skimming too roughly

Don’t put the glass down directly underneath the tap

Onlyifyouclosethetaptooearlyorskimtoosoon

(beforethebeerisoverflowing).

Beerisaverygoodcleaningagent:greaseislighter

thanwater.Soaslongasthewaterinthesinkis

running,thegreasewillgodownthedrain:youget

nicebeer-cleanglasses.Butbearinmindthat

consumersdon’tknowthis,soitdoesn’tlook

veryhygienic.

Whenaftergivingthesamefeedbackthreetimes

(e.g.‘lowertheglass’)theparticipantstilldoesn’tdo

it,askthem‘Whichpartofloweringtheglassdidn’t

youunderstand?So,tryit.’asagentle,funwayof

gettingthemtofollowyourinstructions.

Makesurethebarisclearlyvisibleatalltimes:

getbeersoutofsightwhensomeoneispouring.

Ifsomeoneskimstooroughly,askthem:

‘Doestrainingalwaysmakeyouaggressive?

Soshowsomeloveforyourbeerwhenyouskim.’

Youcanputtheglassdownanywhere…

butnotunderthetap.

Whatyou’redoingwhenyou’reskimmingiscreating,

withsurgicalprecision,homogenouscohesion

amongstthefoambubbles.

Asyou’veseen,everytimeyouclosethetapsome

dropswillfallout.Whenyouplaceyourglass

underneathit,anydropswillbreakthethinlayerof

water.Whichmeansoxygencangetintothebeer

andtheCO2canescape….Believeme,onedropon

yourbeer’shead:theconsequencesarebeyond

imagination.Disastermoviestuff.

4.3


Don’t let the nozzle touch the inside of the glass

Importance of clean glasses

Whenyou’rerinsingaglassyou’releavinga

hydrophiliclayerofwaterontheinsideoftheglass

(tryaskingyourcolleague‘Hey,gotahydrophilic

glassthere,mate?’)

Butifsomethingtouchestheinsideofyourglass,

thelayerofwaterwillbreak.Andwhere’sthehead?

Alwaysontopoftheglass.Sothefoamwillreact

andthebubbleswillcollapsefaster.

Wecanallseethatthisisacleanglass.Wouldyou

besokindastoputyourfingerinit?Andcould

youdothesame?Nowwouldyoucoughinit

(youdon’thavetocoughsomethingup,justa

gentlecoughwilldo,thanks).

OK.NowI’mgoingtopourabeer,butI’mgoingto

doeverythingwrong.SoI’llforgettheentirepouring

ritual.Whatdoesourbeerlooklike?Great.

NowsupposesomeonewalksinrightnowandIask

him‘Doyouwantthisbeer?’Whatwilltheysay?

Sure,itlooksokay.

ButwhatifIofferittooneofyou:noonewantsit!

Becauseyou’veseenwhathappenedtoit.Inthe

beginningitlooksalright!Butwhatwillhappento

thisbeer:thefoamwillcollapse.Andwhowillthe

consumerblame?Right:thebrand!

4.3

42DRAUGHT MASTER MANUAL5. ThEORy Of bEER

5.1 why kNOwING yOUR ThEORy IS IMPORTANT YounowknowtheStarServetrainingcontentandhowit’ssupposedtobedelivered.

But it takes more to become a Draught Master!

Ifduringtraining,participantsaskyoutechnical questions about beer(e.g.onconnectingakeg)

oraboutthehistoryofbeer(e.g.onitsorigins),you’lllookunprofessionalifyoudon’tknowtheanswer.

Imean,let’sfaceit:people will expect a Draught Master to know everything!

Butthat’snottheonlyreasonforknowingit.Ifyou’retrulymotivatedas a Draught Master you will

want to know all about beer.Andifyou’renotmotivatedasaDraughtMaster,howcanyouexpect

participantstobemotivatedwhenyoutrainthem?

Thischaptergivesyoubackgroundinformationoneverythingyouneedtoknowaboutbeer,

dividedinto4sections:

• History of beerincludingorigins,currentstatusandtheHeinekenbrand.

• Ingredients of beerincludingtheprimaryandsecondaryingredientsofbeer.

• The beer brewingprocessevery step frommaltingtopackaging.

• Technical aspectsincludingdraughttechnique,differentinstallations,andconnecting

anddisconnectingakeg.

Each section ends with questions.Somecontainextra information that’s nice to sharewith

participants.Othersaretotest your understandingofwhatyoujustread.Alltheanswersare

intheFAQsappendix.

Enjoy!

5.2 hISTORy Of bEER

Early adopters: the Sumerians4 Beerhasbeenpartofdailylifeforaverylongtime.Thefirstprovenrecordsofbrewingbeerareabout

6,000yearsoldandattributedtotheSumerians.TheylivedinMesopotamia,aregioninwhatisnow

Iraq.Itisbelievedtheydiscoveredthefermentationprocessbyaccident.

TheprocessbywhichtheSumeriansmadebeerhasbeenfoundonlarge

stonetablets:theybakedbreadoutofbarley,whichtheymadeintoamash

withwater.ThismashfermentedandsotheSumeriansgottheirbeer.

Thebeerwasoftenflavouredwithhoneyorspices.TheSumerianspassed

ontheartofbrewingbeertotheBabylonians,whoweknowcouldmake

20typesofbeer.ItwasthroughtheBabyloniansthatthebeerbrewing

processreachedEgypt.

4 Themainsourcesforalltheinformationinthischapterare‘ServingPerfectBeer,Allyouneedtoknow’and‘TechniqueandSustainability’.

Formoredetails,seeSourcesattheendofthismanual.

ThE ThEORy Of bEER


Tough quality control: the EgyptiansFortheEgyptians,breadandbeerformedsubstantialpartsoftheirdailynutrition.Therewerevery

strictrulesforbrewingbeer:sostrictthatabadbrewerriskedbeingdrownedinhisownbeer!

Egyptiansusedbeerasasacrificialbeverage.Atfuneralstheydrankalot,justtoputthegodsinthe

rightmood.Beerwasalsogiventothedead,whotookitwiththemtothehereafter,orsoitwas

believed.SomethingparticulartoEgyptianbeerwastheuseofdatestoimprovethetaste.Theyalso

experimentedwithspiceslikecinnamon.Theiruseofhopswasalsoveryadvanced,sinceinEurope

hopswerenotusedforbeeruntiltheMiddleAges.

Supernatural powers: Romans and germanic tribesTheRomanswerefamiliarwiththeartofbrewingbeer,butdidn’tlikedrinkingit,preferringwine.

InfacttheRomansconsideredbeerabarbariandrink.ThegreatRomanwriterTacituswroteabout

theGermanictribes,whodidlikebeer:‘TodrinktheGermanictribeshaveahorriblebrewfermented

frombarleyorwheat,abrewwhichhasonlyaveryfarremovedsimilaritytowine’.Beerwasmainly

producedinthenorthernregionsoftheRomanEmpire,whereitwasdifficulttocultivategrapesfor

wine,whichiswheretheGermanictribeslived.Superstitiousastheywere,theyattributedthe

intoxicatingpropertyofbeertosupernaturalpowers.Sobeerwasusedasasacrificetothegods.

ButtheGermanictribesalsojustlikeditalot.Indeedonesagaofthattimedevotes400versesto

beerandonly200tothecreationoftheearth!

Monks, hops and hygiene: Middle AgesUntiltheMiddleAges,brewingbeerwasataskreservedforhousewives.Butaround900ADthemonks

inthemonasteriesofWesternEuropetookover.Theirfoodwasmostlypoor,sotheywanteda

nutritious,tastybeveragetodrinkwiththeirmeals.Latercommercialbrewingbeganandbeer

becamepopularwiththeentirepopulation.

Inthosedays,drinkingwaterwasprettyriskyasitwasoftencontaminated.Beerwasboiledduring

thebrewingprocess,killingharmfulbacteriaandmakingitsafertodrinkthanwater.Andpeopledrank

lotsofit:about400litersayear,anaverageofmorethantwopintsaday!

AnimportantinnovationintheMiddleAgeswastheuseofhops.Hopsgavebeeramorerefreshing

tasteandservedasanaturalpreservativeatthesametime.

5.2


getting fresh: Modern timesAftertheMiddleAges,beergotstiffcompetitionfromotherbeveragesthatbecameavailabledueto

theexplorativeexpeditionsofthetime,includingcoffee,teaandgin.

Inthe19thcenturybeercamebackintothepicturethankstoseveraltechnicalinnovations.

Importantly,LouisPasteurdiscoveredhowtoreproduceyeastcellstogetastableyeastquality,

sobeer’squalitydulybecamemoreconsistent.

Italsoledtothecreationoflagerbeer,abottom-fermentedbeerthatfermentsatalowtemperature.

Thisnewprocessgavethebeerfreshnessandclarity.Lagerbeer,firstbrewedin1843intheCzech

cityPilzen(hencethename‘pilsnerbeer’),hasgoneontoconquertheworld.

No change but constant change: beer todayNowadaysbeerismorepopularthanever.Essentiallyitisthesamenaturalproductdrunkbythe

Sumerians.Ofcourse,brewingtechnologieshaveimprovedbutthemainingredientsremainstillwater,

maltedbarleyandhops.Andyeast,notoriginallyaningredient,isstillthevitalcatalystthattransforms

fermentablesugarsintoCO2andalcohol.

Sincebeerissopopularthereisgreatcompetitionbetweentheworld’svariousbreweries.While

consumershavebecomeevermoredemanding,withspecificbeerrequirements.Brewersare

thereforecontinuouslydevelopingnewproducts.Onerecentdevelopmentinthebeerindustry,for

example,istheso-called‘malternatives’,beerswithanaddedspecialflavour.

The history of HeinekenIn1864,GerardAdriaanHeinekenboughtaloss-makingbreweryinAmsterdamcalledTheHaystack.

Nobodywouldhavebelievedthisbrewerywouldgrowintooneoftheworld’slargestbeerbrewing

companies.QualitywasveryimportanttoGerardHeineken:hehadhisownlaboratoryforqualitycontrol

andwasresponsibleforselectingthefamousA-yeast,stillavitalpartofHeineken’sbrewingsuccess.

UnderGerard’sson,HenryPierreHeineken,thecompanystartedtoexportbeertotheUSAandexpanded

bybuildingbreweriesinAsia.HenryPierrewasknownasthe‘RedBrewer’forhiscommitmenttothe

workforce,andwasthefirstemployerinHollandtosetupapensionschemeforhisstaff.

AfterWorldWarII,itwasHenry’ssonAlfredHeinekenwhohadthecreativity

andenergytorebuildthecompany.‘Freddie’stronglybelievedthat‘beercan

travel’,resultingingreatinternationalexpansion.PartofthekeytoHeineken’s

internationalsuccessistheworldwideadvertisingcampaignsinwhichAlfred

Heinekenwasalwayscloselyinvolved.Forexample,itwashewhopersonally

inventedthesmilinge’sinHeineken’slogo.

TodayHeinekenisEurope’slargestbreweryandtheworld’snumberone

beerexporter.Over100HeinekenbreweriesacrosstheworldbrewHeineken

tothesamehighquality.

Alfred Heineken

5.2


fAQS! (fREQUENTLy ASkED QUESTIONS) - hISTORy Of bEER•WhatistheA-yeastthatmadeHeinekensofamous?

•WhenwasHeinekenfounded?

•HowmanylitresofHeinekenarebrewedeveryyear?

5.3 INGREDIENTS Of bEERWhenworkingthroughallthismaterialit’sworthrememberingthatknowledgeisnotonlypower.

Italsogivesyouconfidence.Whichinturngivesyoupositiveenergywhenyoustandupinfrontofa

groupofparticipants:someenthusiastic,someinquisitive,someevencynical.Butallexpectingyouto

knowtheanswerstoalltheirquestions.

Theingredientsofbeerdivideintoprimaryandsecondaryingredients:

Primary ingredients Secondary ingredients

•Brewingwater •Wheat

•Barley •Rice

•Hops •Corn

•Yeast •Sugar

•Fruit

Please note:insomecountries,onlythepartonprimaryingredientsistaughtbecauseinthose

countriessecondaryingredientsarenotusedintheproductionofbeer.

Ifyou’reunsureaboutthesituationinacountrywhereyou’regivingthetraining,pleasegetintouch

withyourcontactpersonatSiebenhellerformoreinformation.

Primary ingredients

Brewing water

Watermakesupmorethan90%ofaglassofbeer.Soitstasteandqualityarecrucialinthe

brewingprocess.

Thebrewerhasoneimportantdemand:thewatershouldbebiologicallyclean.Thismeansitshould

notcontainmicro-organisms,suchasbacteria,thatcanbeharmfulinthebrewery.Suchorganisms

canspoilthetasteofthewaterandsothebeer.There’salsoadangertheywillcauseinfectionsinthe

wortorthebeer.

Undernormalconditions,wellwaterisbiologicallyclean.Butthisdoesn’tmeanallwellwateris

suitableforbeerbrewing.Itmayhaveotherincurabledefects.Inwhichcase,thebrewerhastouse

surfacewaterandtreatittomakeitsuitable.Ifthisisnotpossibleeither,hehasnochoicebuttofind

abetterlocationforhisbrewery.

5.2


Barley

Barleyisamajoringredientofbeer.Thebarleygrainhastobemaltedbeforeitcanbeusedfor

brewing.Themaltingprocessmakesthestarchinthebarleygrainsreadilyavailableforbrewing.

Attheendofthemaltingprocess,thegrainsaredried.

Thedryingprocessdeterminesthecolourofthebeerandsharpnessofits

taste.Alowdryingtemperatureresultsinalight-colouredbeerwithamalt

flavour,suchaslagerbeer.Withahighdryingtemperaturethebeerbecomes

darkerandgetsaroastyflavour.Notallbarleyissuitableforuseasbrewer’s

barleyandspecialvarietiesaregrowntomeetbrewers’requirements.

Hops

Hopsareplantsusedalmostexclusivelyforbrewing.Theygivethebeerits

typicalhoppyflavourandbitterness,andimprovethestabilityandqualityof

thefinalbeer.

Therearemanydifferenttypesandqualitiesofhops,andmostbrewers

experimentwithamixofseveraltypesofhopstoarriveatthebesthoptaste

andflavourfortheirbeer.

Yeast

Itissafetosaythatwithoutyeasttherewouldbenobeer.Yeastisasingle-

celledorganism,whichsoundslikethelastthingyouwouldwantto

findinyourbeer,butdon’tworry:itisusedforitscapacitytoconvertmalt

sugarsintoalcohol,notaningredientofthebeeritself.

Brewersattachgreatimportancetogettingtherightyeastandmosthave

researchlaboratorieswheredifferentyeastsaremonitored.Painstakingwork

producedtheA-yeast,whichtodayremainsacornerstoneofHeineken’s

successfulbrewingempire.

Therearetwodifferentyeasttypes:top-fermentingandbottom-fermenting

yeasts.Top-fermentingyeastsdotheirworkat15to20degreesCelsiusand

risetothesurface.Bottom-fermentingyeastisactiveat6to10degrees

Celsiusandsinkstothebottom.Bottom-fermentingyeastisusedinlager

beerslikeHeineken.

5.3


Secondary ingredients

Wheat

Wheathasbeenusedinbrewingforcenturies.Anditsuseisincreasing,especiallywiththerevival

ofwheatbeers.

Wheatisagenericnameforagraincropofabout15typesthatgrowalmosteverywhereinEurope.

Thewheatkernelcontainsmanyvaluablebiologicalsubstances,suchassugar,starch,aromaticoils,

highqualityproteins,fats,mineralsandvitamins.Wheatisusedinbothmaltedandunmaltedforms,

andgivesthebeerauniquerefreshingtaste.

Rice

Thericeplant,withitsoriginsinIndonesia,isnowcultivatedthroughoutthetropics.Likebarleyand

wheat,riceisamemberofthegrassfamily,withhighstarch,proteinsandwatercontent.Useofrice

givesbeerafairlydrytaste,givingtheflavourofthehopsmoreprominence.

Corn

CornisaplantoriginallyfromtheAmericantropicsthatwasbroughttoEuropebyColumbus.

Itcontainsaround70%starch,manyproteins,plusalotofessentialoilsinthecornkernel.

Thisoilisdamagingtothebeer’shead,soisfirstremoved,alongwithmostoftheproteins.

Theremainingcornstarchisaddedtothemashtogivethebeerasoftflavourandbrightcolour.

Sugar

Ifabrewerusescaneorbeetsugarasanadditionalrawmaterial,thesugardoesn’tneedtobetreated

inanyway.Itdissolvesinthebrewingliquidwithoutdifficulty.Togetherwithmostofthemaltsugarsit

canbechangedintoalcoholandCO2inthefermentingvessels.Anotheradvantageofcaneorbeet

sugaristhatithardlycontainsanysurplusingredients:practicallyallofitcanbedissolved.Thisisnot

thecasewiththeotherrawmaterials.Cerealscontainwaterandmoreproteinsthanthebrewerneeds

forhisbeer.

Fruit

Useoffruitinbeerhasincreasedinrecentyears,especiallyinBelgium,wherebeerhasbeenbrewed

withfruitsformanyyears.Cherriesandraspberriesarethemostcommonlyused.Fruitbeersare

brewedbya‘spontaneous’yeastingprocess,whichmeanstheyeastingprocessisnotforcedby

people,butbynature.

5.3


5.4 ThE bEER bREwING PROCESS

Oneareathatwillinterestmanyofyourmoreengagedparticipantsisthebrewingprocess.Sothe

knowledgecontainedinthissectionisanothervitalpartofyourweaponryasaDraughtMaster.

Barley

Brewingbeerisachemicalprocessthousandsofyearsoldwiththesame

unchangedbasicingredients.

Tomakeanalcoholicbeverage,someformoffermentablesugarisneeded.

Wineusescrushedgrapesforfermentablesugar.Beergetsitsfermentable

sugarfromcerealgrain(e.g.maltedbarley,wheatorsorghum)orfroma

combinationofgrains.Thetype(s)ofgrainusedproducingdifferentflavours.

Beforebarleyismalted,ithastobecleaned.Barleystraightfromthefieldscontainsallsortsof

impuritiesthatcannotbemalted,suchasstone,othergrains,weeds,straw,particlesofiron,etc.These

impuritiesareseparatedfromthebarleybysortingitthroughcoarseandfinesieves.Magnetsareused

toremoveferrous(iron-based)particles.Afterthisinitialcleaningthebarleyisreadyformalting.

Malting

Wecallitmaltingbecausethebarleychangesintomalt.Themaltingprocessisasfollows:inbrewing

beer,duringthefermentationstagesugarisconvertedintoalcoholandCO2.Maltingisthenatural

processofthegerminationoftheseed.Byaddinghumidityandwarmth,thebarleygerminates,

producingstarch.

Barleyissoakedinwater,germinatedandthendriedinakilntobecome‘malt’.Thelengthoftime

andtemperatureatwhichbarleyisdrieddeterminesitscolourandflavour.Themaltedgrainismilled

togentlybreakopenthekernel(alsoknownas‘grist’).Themostcommonlyuseddryingmethodis

tospreadthebarleyonameshfloor,throughwhichwarmorhotairpasses.Modernmaltingsuse

combinedgerminationanddryingfloors.

Wort

Thegristismixedwithhotwaterinaprocesscalled‘mashing’.Thisactivatesenzymesinthemaltthat

convertthenaturally-occurringstarchinthemaltintosugar.Themashisthenfiltered.Leavinga

fermentable,sugar-ladenliquidcalled‘wort’.Thebrewernowaddshopstothewort.

Hops

Hopsareaddedtothewortandboiled(or‘brewed’)inabrewkettle.

Hopsarevineswhoseflowers,orcones,givebeeritsbitterflavourandaroma.

Thehopsalsohelppreservebeer.Theboilingprocessisalsoimportantto

steriliseandstabilisethewort,andtodevelopcolourandflavour.

Hopsalsomakethebeerkeeplonger.Inthebrewingprocess,onlythefemale

hopflowerconesareused.Theycontainlupulinwhichhelpsbalancethe


sweetnessofmaltinbeerwitharefreshingbitterness.Lagerbeercontainsmorehopsthanmostother

typesofbeer.Brewersusecombinationsofvarioushoptypestogiveeachbeeritsuniqueflavour.

Thewortisthenprocessedfurthertoproducebeer.Thedregs(orsediment)arediscardedorpressed

intocake,whichmakesexcellentcattlefeed.Attheendoftheboilperiod,thewortiscooledsoyeast

canbeadded.

Fermentation

Yeast and Heineken’s A-yeast

YeastisaddedtotheworttoturnthesugarsintoalcoholandCO2inaprocess

calledfermentation.HeinekenusesA-yeastduringfermentation.Inthe19th

century,HeinekenhiredDr.Elion,astudentofthegreatscientistLouis

Pasteur,toworkonitsyeast.

TheresultingA-yeastremainsacornerstoneofthecompany’ssuccessful

brewingempire.Dayafterday,yearafteryear,newbatchesarecompared

withtheirpredecessorsandareonlyacceptedforusewhenthematchisperfect.

TheA-yeastisshippedbyaircouriertoHeinekensubsidiariesandaffiliatebreweries.

Primary and secondary fermentation

Fermentationtakesplaceintwophases:primaryfermentationandsecondaryfermentation(storage).

Thefirstsignsoffermentationbecomevisibleabout24hoursaftertheyeasthasbeenaddedtothe

wort.Afinelayeroffoamformsonthesurfaceofthe‘green’beer.Fermentationisatitsmostvigorous

after3or4days,afterwhichitgraduallysubsides.Theyeastsinksslowlytothebottomandthehigh

headcollapses.Primaryfermentationiscompleteafter7days,afterwhichthegreenbeercanbe

pumpedtothelageringcellar.Thisiscalled‘youngbeer’.

Thetotalfermentation(oflager)takes9-14days.Duringthebrewingprocessnopreservativesare

used,onlynaturalingredients.This,togetherwiththewell-controlledproductionprocess,determines

thehighqualityofbeer.DuringfermentationCO2isreleased,whichisbottledandusedinoutletsfor

thedraughtbeerinstallation.

Bottom-fermenting and top-fermenting

Therearetwotypesofyeastusedinbrewing:bottom-fermentingand

top-fermentingyeast.Asthenamessuggest,bottom-fermentingyeast

sinkstothebottomandtop-fermentingyeaststaysatthetop.

Temperaturecontrolplaysanimportantpartduringprimary

fermentation,aprocessthatgeneratesheat.Thetemperatureofa

bottom-fermentingbeermaynotexceed4to15°C.Atop-fermenting

beertemperaturecannotriseabove20°C,astheyeastwilldieathighertemperatures.Thisiswhyin

earliertimesbreweriescouldonlybrewinwinter.Butofcoursethemodernbreweryisacontinuous

business,wherebrewingtakesplacearoundtheclockifnecessary.

5.4


Thestyleoffermentationbroadlydescribeswhetheraproductis

analeorlager.Ales arebeersfermentedbytop-fermentingyeast,

lagers arebeersfermentedbybottom-fermentingyeast.

Filtration

Aftersecondaryfermentation,orstorage,thebeerisfiltered(exceptbeersthatundergofurther

fermentationinthebottleorbarrel).Theyeastisfilteredoutandtheclearbeer,thefinalproduct,

isstoredinaclearbeertank.LagerbeerslikeHeinekenarefiltered,whichiswhytheyareclear.

Packaging

Afterfiltering,thebeercanbepacked,orrackedintobottles,cansorkegs.Bottlesandcasksusedtobe

filledmanually,butnowadaysfully-automaticfillingequipmentfillsmorethan100,000bottlesanhour.

Thefillingmachineisaproductionlineinwhichthebottle,canandcaskaresubjectedtovariousprocesses:

•Crates of returned bottles are emptied automatically.

•Bottles are then put through a cleaning machine which, among other things, removes the labels.

•Bottles travel on a conveyor belt to a filling carousel, where they are pressurised with Co2 gas, filled

with beer, closed with a crown cork, and have labels applied to the front, back and neck.

Pressurisingthebottle,canorcaskisnecessarytostopthebeer

foamingexcessively.Somebreweriespasteurisebottlesandcans

afterfilling,bybrieflyheatingthecontentstoabout60°C.

Pasteurisedbeermeansitkeepslonger,especiallyforbeerthatcan’t

bestoredunderoptimumconditions.Butevenpasteurisationcan’t

preventeverything.Acanorbottleofbeerleftinthesunalldaywill

quicklygooff.Realbeerloversarecarefulhowandwheretheystore

theirbeer.

fAQS (fREQUENTLy ASkED QUESTIONS) - INGREDIENTS AND ThE bEER bREwING PROCES•What’sthedifferencebetweenLager,AleandPilsner?

•Whatisyeast?

•WhataretheingredientsofHeinekenlager?

5.4


5.5 TEChNICAL ASPECTS Of bEER

Why technical knowledge is important for a Draught MasterWhenrunningStarServetrainingsessions,youmayhavetoworkwithdifferenttypesofdraught

installations.TheremightbesomethingwrongwiththeCO2.Itisthereforeimportantyouknow

thevarioustechnicalaspectsofthebarstaff’srole,including:

•Howtochangeakeg.

•HowtoadjusttheCO2pressure.

•Howvarioustypesofdraughtinstallationswork.

•Themaintenanceofdraughtinstallations.

Carbon Dioxide (Co2)

What is Co2?

CO2isagasheldinsteelcylindersandusedtocarrybeerthroughitslines.Itispotentiallyvery

dangerousifmishandled.Soit’simportantyouknowhowtohandleCO2whenworkingwithit.CO2gas

isformednaturallyduringthefermentationprocess(seeChapter5.4‘Thebeerbrewingprocess’).

Why do we use Co2?

TheCO2keepsthebeerinthekegbycreatingpressureinthekeg.Italsotransports(pushes)thebeer

throughthelines.

Balance pressure

EstablishingtherightCO2pressureisveryimportanttothetasteandqualityofbeer.BecauseCO2

pressureisusedbothtotransportthebeerfromthekegtothetapandtomaintaintheCO2contentof

thebeeritself.

It’simportantthatthepressureissetjustright.Ifit’stoohigh,extraCO2will‘çreep’intothebeer.

Resultingintoomuchfoamintheglass.Thisiscalledsaturation.Ifthepressureistoolow,CO2will

escapefromthebeerinthekeg.Resultinginflat,badtastingbeerintheglass.Thisiscalled

desaturation.

Desaturation Saturation

CO2


Working safely with Co2

IftheCO2cylinderfallsitcanbadlyinjureyou.Thereducingvalvecouldalsobreakofforbecome

damaged,causingthecylindertoleakpossiblyleadingtofatalsuffocation.The Co2 cylinder must

therefore be wall-mounted.Thereareseveralothersafetyregulations:

•Donotdropgascylinders.

•Placegascylindersinaspacethatisventilatedatalltimes.

•Alwaysconnectgascylinderstothereducingvalve.

•Nevertrytoconnectgascylindersdirectlytothekeg.

•Neverconnectgascylinderstoanyequipmentnotprovidedbythebrewery.

•Alwayssecuregascylindersinanuprightpositionwhileinuse.

•Neverremovefittingsfromthekegorgascylinders.

•Donotexposegascylindersorkegstohightemperatures(sokeepthemoutofthesun).

Three major irritations with draught beer installations

1. The beer is too warm

Coolingandpressureareessentialforgooddraughtbeer.Withoutthem,beercandecayorthehead

becomeaffected(resultinginnotenoughortoomuchfoam).Toowarmbeeristheresultof

inappropriatestorage(beercanbestoredtoowarmortoocold).Someguidelines:

•Donotstorebeerclosetoaheatsource.

•Ensurethestoreroomiswellventilated.

•Makesurethebeerkegsareinacleanenvironmentwithaconstanttemperature.

•Firstinfirstout:alwaysusethe‘oldest’kegsfirst.

•Ensurepackagingisnotstandingdirectlyonacoldfloor(concrete,tiles,bricks,stones).

•Alwaysstorethekegsonarubbermatorwoodenpallet.

2. The beer doesn’t taste right

Thishassomethingtodowiththemaintenanceofthedraughtinstallation(seenextsudheading:

‘Maintenanceofthedraughtinstallation’).

5.5

8 9

7.2Mobileversion

MobileversionParts list:01 Counter mount02 Dispense tap03 CO2 tube04 Reducing valve05 CO2 cylinder06 Beer tube inlet07 Dispense tool holder08 Dispense tool

09 Quick reference sticker10 Beer tube11 Beer keg12 Fridge13 Wheel cart14 Drip tray15 Type plate (inside fridge)16 Fridge light and light switch

7.Descriptionofapplianceandequipment

7.1Builtinversion

Parts list:01 Counter mount02 Dispense tap03 CO2 tube04 Reducing valve05 CO2 cylinder06 Beer tube inlet07 Dispense tool holder08 Dispense tool

09 Quick reference sticker10 Beer tube11 Beer keg12 Fridge13 Adjustable feet14 Drip tray15 Type plate (inside fridge)16 Fridge light and light switch

English

8 9

7.2Mobileversion




7.1Builtinversion



English

8 9

7.2Mobileversion




7.1Builtinversion



English

8 9

7.2Mobileversion




7.1Builtinversion



English

8 9

7.2Mobileversion




7.1Builtinversion



English

8 9

7.2Mobileversion




7.1Builtinversion



English


3. The foam immediately collapses

Thishassomethingtodowiththebeer’sstoragetemperatureandtheCO2pressure

(see‘CarbonDioxide’earlierinthissection).

Maintenance of the draught installationBeerlinesmustbecleanedonaregularbasis(cleaningaDavidtapsystemisnotnecessary.

Ithasabeerlineconnectedtoeachkeg.Andbecauseeachnewkegusesitsownbeerline,

youdonothavetocleanthelines).

Whenworkingwithanormaldraughtinstallation(icebankcooler,CO2&keg)youshouldcleanthe

lineseveryfourweeks.Whetherthiscurrentlyhappensdependsontheregion.

Itisimportanttocleanbeerlinesonaregularbasisbecausebeerisaperishablefood(i.e.containing

micro-organisms).Asmicro-organismsgrow,thebeernolongersmellsfreshandbecomecloudy.

Cleaninganddisinfectingthelineskillsandremovesthesemicro-organisms.

kegs must be changed regularly Afteropening,youshouldemptykegswithinthefollowingtimeframes:

•Uncooledkeg:within3days.

•Cooledkeg:within7days.

•HeinekenDavidtapsystem:within21days.

Different types of draught installationsTherearevarioustypesofdraughtinstallationsandeachworksdifferently.Thethreedraught

installationsyoumaybeworkingwithare:

•Davidtapsystem.

•Regulardraughtinstallation(icebankcooler,CO2&keg).

•ExtraCold.

David tap system

TheDavidtapsystemallowsthebeertostayfreshfor21days.Thebeerlinesareconnectedtothe

keg,soyoudonothavetocleanthelines.BelowyoucanseetheDavidtapsystem’scomponents,

andhowto(dis-)connectaDavidkeg.

Builtinversion Mobileversion

5.5

10 11

8.Useofappliance8.1Pouringbeer

8.2Removingthekeg

1. Always use glasses rinsed with water

2. Hold glass in a tilted position

3. Open tap4. Dispense beer

5. Close tap when glass is full. Cheers!

1. Push knob to open dispense tap

2. Disconnect beer spout 3. De-activate dispense tool by pushing the button

4. Disconnect dispense tool

5. Remove beer line 6. Remove keg 7.Store the beer tube inside the keg rim

8.3Installingthekeg

12. Wait for 12 hours before pouring or use precooled keg

11. Activate dispense tool by pushing the button

10. Place dispense tool9. Remove aluminum seal

8. Remove hygienic cap7. Close dispense tap

3. Insert beer tube with hygienic cap

4. Push until it appears at dispense tap

5. Check beer spout 6. Insert beer spout in dispense tap

2. Unreel beer tube of cold keg

1. Place new keg

8. Place dispense tool in holder during transport

Mobile version

8.4Changing/ConnectingtheCO2 cylinder

6. Open cylinder

1. Close gas cylinder

5. Connect reducing valve manually

2. Disconnect reducing valve manually

3. Disconnect safety chain and take out empty cylinder

4. Place and secure new cylinder

7. Works only when CO2 cylinder is open and contains enough CO2

CO2 can bedangerous

English

10 11


8.2Removingthekeg









8.3Installingthekeg









1. Place new keg


Mobile version


6. Open cylinder







CO2 can bedangerous

EnglishInstalling the keg

Changing/Connecting the Co2 cylinder

10 11


8.2Removingthekeg









8.3Installingthekeg









1. Place new keg


Mobile version


6. Open cylinder







CO2 can bedangerous

English


5.5


Regular draught installation (ice bank cooler, Co2 & keg)

Witharegulardraughtinstallation,thebeerfromthekeg

ispressuredthroughthebeerlinesbyCO2.Itthengoesthroughthe

icebankcoolerwhichcoolsthebeertodrinkingtemperature.From

thereitrunsonthroughthelinestothetapfromwhichyoupoura

perfectStarServeHeineken.

Ontherightyoucanseethecomponentsofaregulardraught

installationandhowitworks.

Extra Cold

TheonlydifferencebetweenanExtraColdsystemandaregular

draughtsystemisthatthebeeris0degreesCelsius.Thankstoanextra

coolerthatmakesthebeerevencolderandsoeveneasiertodrink.

fAQS! (fREQUENTLy ASkED QUESTIONS) - TEChNICAL ASPECTS Of bEER•Whatiscarbondioxide(CO2)?

•Whydoweusecarbondioxide?

•WhydowehavetomounttheCO2cylindertothewall?

•Whatarethestoragerequirementsforbeer?

•Whydobeerlineshavetobecleanedonaregularbasis?

•Howsoonshouldakegbeemptiedafteropening?

5.5


You’re in safe hands Youknowyourtheoryandyourpractice.You’vepreparedwellandyou’refullofenergy,can’twait

forthetrainingtobegin.Andthen...Problemswiththebeer,foam,equipment,venue,participants.

Don’t worry: every problem has its solution.

Inthischapterwegiveyoutheanswertomostofthecalamitiesyou’relikelytoface.Fromexperienced

DraughtMasterswho’vefacedthemallbefore.

What if the beer…?

…isn’t cold enough?

Doeverythinginyourpowertocoolit:

•Askforabigcontaineroficeandwater.

•Cansomeonegetcoldbeerfromanothervenue?

Itisn’tacceptabletopourbeerthatisn’tcoldenough.Wehavebeenhiredtodothepresentation

andsimplyhavetodeliver!

…has too much foam when you’re pouring?

Whenyouhaveafoamproblem,99timesoutof100there’satemperatureproblem:

•Toomuchfoam:thebeerisnotcoldenough.

•Nofoamatall:thebeeristoocold.

•Takeyourthermometerandmeasurethetemperature.Changeakegifnecessary.

…quality isn’t good (smell, colour, foam)?

Whenyoucheckthebeerbeforetrainingandyoufindsomethingstrange:

•Changethekeg.

•Cleanthelines.

DoeverythingyoucantoensureyoucanpouraperfectHeineken.

What if participants…?

…aren’t there on time?

•Askyourcontactpersontomakesomephonecallstotherelevantoutlets.

•Telltheparticipantswhoarethereyou’recallingtoseeiftheothersareontheirway.

…are getting drunk during training?

•Nevergiveoutalotofbeerduringtraining(tipfornexttime!).

•Whenyounoticepeopletryingtogetdrunk,appealtotheirresponsibleside.

•Donotgivethoseparticipantsanymorebeer.

6. whAT If…? DEALING wITh (NEAR) DISASTER

whAT If...? DEALING wITh (NEAR) DISASTER

57DRAUGHT MASTER MANUAL6. whAT If…? DEALING wITh (NEAR) DISASTER

…aren’t listening to what you’re saying?

•Useallthedidactictechniquesgiventoyouinthetrainingmanual.

•Itisyourresponsibility.Makeithappen!

•FurtherdidactictechniqueswillbediscussedduringtheDraughtMasterClass.

…need to leave before the end of the training session?

•Thankthemforsharingthiswithyou.

•Makesureyouletthempourtheirbeerbeforetheyleave,sothey’veexperiencedtheStarServe

pouringritualexperience.

…are not responding to your questions?

•Manageexpectations:perhapstheparticipantsdon’tunderstandyouorit’saculturalthing

orthey’reshy.

•Adaptyourtrainingstylejustalittlebit:seeifthere’sstillroomforinteraction.

•Ifthat’snotworking,considerswitchingtoalessparticipatorystyleofpresenting.

What if when I get to the venue…?

…the bar owner hasn’t been informed about the training?

•Apologiseandtrytoagreeasolutionwiththeowner.

•Youareappealingtotheirflexibility,butthatmeansyoumustbeflexibletoo.

•Donotblameanyone:everybodycanmakeamistake.

…your contact person isn’t there?

•Alwayscarryalistwithtelephonenumbersandyourbriefinginyourbag.

•Phoneyourcontactpersonimmediately.Seeifandwhentheycangetthere.

•Askthemforanyinfotheyhavethatyou’llneedtoactionthingsinthemeantime.

•Iftheyaren’tgoingtobethere,actionthingsyourself.

…the group consists of more than 20 participants?

•Iftherearen’tmorethan25participants,youcangoaheadwiththetrainingasplanned.

•Iftherearemorethan25participants,trytodivideitintotwosmallergroups.

•Ifthisisn’tpossible,manageexpectations:noteveryonewillgettopourtheirownbeer.

…there’s background noise?

•Trytocreateagoodphysicalenvironment.

•Ifyouneedtodo,runthetrainingsessionoutside.

•Remember:peopleonlypayattentionwhentheycanseewhatyou’redoingandhearwhat

you’resaying.


What if there is no…?

…coffee or tea?

•AskyourHeinekencontacttomakeithappen.

•Ifyou’realone,askthestaffwhethertheycanarrangesomething.

•Yourguestshavetofeelwelcomewhentheyattendyourtrainingsession.

…glassware?

•Lookforanalternative.

•Askforanyglasswarethatisavailable.

•AskaHeinekencontacttogetglasswarefromotheroutlets.

…glass rinser?

Theobjectiveis:coldandcleanglassware.So:

•Fillabucketwithwaterandice.

•Orputtheglasswareintherefrigerator.

•Telltheparticipantswhyyouaredoingthis.

…skimmer?

•Youshouldcarryafewskimmersinyourbag,justasyoualwayshaveathermometer.

•Analternativeisanormalknife.

…beer running from the tap?

Doacheckfromthebeerkegtothetap:

•IsthereenoughCO2?

•DidyouopentheCO2cylinder?

•TakealookatthemetersoftheCO2cylinder.

•Istheinstallationpluggedin?

…Co2?

•Lookforit.

•Asktheoutletownerwhereitis.

•AskyourcontactpersontotrytogetaCO2kegfromsomewhereelse.

•MakesuretheCO2isthereforthestartofthetrainingsession.

6. whAT If…? DEALING wITh (NEAR) DISASTER


59DRAUGHT MASTER MANUALAPPENDIx 1. ThE ChEAT ShEET

1.1 IRRITATIONS Duration: 10 minutes

Eventhoughmanybeersarepouredandit’samoreorlessautomaticprocess,consumersstillface

irritationswithdraughtbeeraround:

•Head/foam.

•Temperature.

•Dirtyglassware.

•Presentation.

goal of the day: when we are done, everybody is able to pour the perfect Heineken.

1.2 REfERENCE bEERDuration: 10 minutes

Aparticipantfromthegroupisaskedtopourabeer.Don’tadvisethem.

Thefirstbeeristhe‘referencebeer’.Factors:

•Tappressure.

•Temperature.

•Typeofglass.

•Whatshouldthenextbeerlooklike.

1.3 ThE STAR SERVE POURING RITUAL Duration: 10 minutes

Asktheotherparticipantsforadviceonhowtheparticipantbehindthebar’snextbeer

shouldbepouredperfectly.Afterthat,explainthepouringritual:

You ask why everyone doesn’t pour the same way:

•Toobusy.

•Nonsense.

•Idonotdrinkbeer.

•Neverbeenshownhow,etc.

APPENDIx 1. ThE ChEAT ShEET

60DRAUGHT MASTER MANUALAPPENDIx 1. ThE ChEAT ShEET

1.4 whAT ARE wE wORkING wITh? Duration: 5 minutes

Thegroupdelvesdeeper.Whyisthereaheadonourbeer?

•Keepoxygenoutofthebeer.

•KeepCO2inthebeer.

•Preventoxidation.

1.5 hISTORy AND ThIRST-QUENChING QUALITIESDuration: 10 minutes

•6,000yearold.

•Cold.

•Fresh.

•Slightlybitter.

•Easytodrink.

1.6 TASTE OR AfTERTASTEDuration: 5 minutes

•Beerdrinkerandmouth-wateringexperience.

1.7 SkIMMINGDuration: 10 minutes

•Pour2goodbeers.Skimone,don’tskimtheother.

•Letparticipantsexperiencethedifference.

•Theyshouldtastethefollowingdifferences:

Non-skimmedbeer:morebitter,harsher,irontaste,notfresh

Skimmedbeer:soft,all-eveningdrink,‘moreish’(makesyouwantmore),fresh

1.8 ARE yOU READy TO POUR ThE PERfECT hEINEkEN? Duration: 45 minutes

Theone-to-onepouringritualtraining.

1.9 TExT AND DEVELOPMENT PaulvanGent

EricSiebenheller

61DRAUGHT MASTER MANUALAPPENDIx 2. fAQS

Overtheyears,lotsofquestionhavecomeupduringtrainingsessions.Hereyouwillfindtheanswers

tothemostfrequentlyaskedquestions(FAQs),brokendownintothemainsubjectareas.

hISTORy Of bEER

What is the A-yeast that made Heineken so famous?

Inthe19thcentury,HeinekenhiredDr.Elion,astudentofthegreatscientistLouisPasteur,toworkonits

yeast.TheresultingA-yeastremainsacornerstoneofthecompany’ssuccessfulbrewingempire.Providing

thefresh,fruitytasteofHeineken.Dayafterday,yearafteryear,newbatchesarecomparedwiththeir

predecessorsandareonlyacceptedforusewhenthematchisperfect.TheA-yeastisshippedbyaircourierto

Heinekensubsidiariesandaffiliatebreweries.

When was Heineken founded?

1.Heinekencompany1864

2.Heinekenbrand1873

How many litres of Heineken are brewed a year?

1.Heinekencompany192millionhectolitresin2010

2.Heinekenbrand26millionhectolitresin2010

How many Heineken’s are sold per day?

25millionperday

INGREDIENTS Of bEER

What’s the difference between Lager, Ale and Pilsner?

AnAleisabeerofhighfermentation.Lagers(orPilsners)areoflowfermentation.Highfermentationcreatesmore

flavourinthebeer.Inaddition,Alesarebrewedwithroastedordriedbarley,givingthebeerabrassy,copperycolour.

What is yeast?

Asingle-celledorganismthatconvertsfermentablesugarsintoCO2andalcohol.

ThE bREwING PROCESS

What is yeasting?

YeastingisthepartofthebrewingprocessinwhichsugarsareconvertedintoalcoholandCO2.Somebeers

undergobottomfermentationandotherstopfermentation.ForHeinekenbottomfermentationisused.

APPENDIx 2. fAQs


How come Heineken is so clear that you can see straight through it?

Heinekenisclearbecausethebeerisfiltered.

How long does it take to brew beer?

Ittakes28daystomakeHeinekenlager.

In what forms of packaging (or containers) does beer come?

Bottles(varioussizes),cans(varioussizes),kegs(varioussizes)and,insomecountries,tankor‘cellar’beer.

TEChNICAL ASPECTS

What is carbon dioxide (Co2)?

Carbondioxideisagasformedasaresultofthefermentationprocess.Itisasignificant,taste-influencing

componentofbeer.

CO2ispackagedunderhighpressureinsteelcylinders.Itcanbedangerous,asitisheavierthanairand

willsettleandreplacebreathableairinthestorageareaifleakageoccurs.

Why do we use carbon dioxide?

CO2hastwofunctionswithrespecttobeer:ittransportsbeerfromthekegtotheglassandCO2pressureis

alsousedtomaintainastateofequilibriuminthekeg,ensuringnoCO2escapesfromthebeer.

IfCO2escapesfromthebeerinthekeg,yougetflat,badtastingbeerintheglass.

Why do we have to mount the Co2 cylinder on the wall?

Forsafetyreasons:ifthecylinderfallsdown,itcancausesevereinjurytolegsorfeet.Moreover,

ifthereducingvalvebreaksoff,itthecylinderwillleak,potentiallyleadingtofatalsuffocation.

What are the requirements for the storage of beer?

Adry,coolandcleanenvironment.Kegsplacedonpalletsorrubbermats.Forbottles,alsoadark

environmentclearofsmellysubstancessuchaspaint,fuelordetergent.Theenvironmentmustalsobe

hygienic,withnostorageofothernon-packagedfoods.

ExTRA INfORMATION

What does FIFo stand for?

FirstIn,FirstOut.Adheringtothisprinciplewithbeerproductsensurestheoldestproductisconsumedfirst.

Why don’t the English and Irish have/want foam on their beer?

Generally,femalehopsareusedtobrewbeer(includingHeineken).Originally,theEnglishdrankale,whichis

brewedwithmalehops.Thesehopsaremoreadipic(fatty)anddestroythefoamimmediately.Sotherewas


nofoamonthisbeerandithadlittleCO2.ThisistheEnglishbeerdrinker’shistoricreferenceandwhythey

areusedtodrinkingbeerwithoutfoam.

Anotherissueisthatwhenaconsumerseesfoam,hethinkshe’sbeingrippedoff,becausethelawinthose

countriesdictatesthatapinthasexactly568mlofliquid.That’sthereasonHeinekenmadeitsglassesfor

thosemarketsalittlebittaller:theconsumergetsthesameamountofbeer,butalsoanextralayeroffoam

toprotectthebeerfromoxidation.

Why is pouring under high pressure so important?

Thehigherthepressure,thesmallerthebubbles,andsothefirmertheheadof.

64DRAUGHT MASTER MANUALNOTES

68DRAUGHT MASTER MANUALLIST Of SOURCES

•HeinekenUniversity,(2003)‘ServingPerfectBeer,Allyouneedtoknow’.HeinekenInternational.

•Nelson,B.&Economy,P.(1996)‘ManagingForDummies’,Calif,AddisonWesleyLongman.

•Kuipers,J.&Jonkers,I.(2011)‘TechniqueandSustainability’,Heineken.

LIST Of RECOURCES

69DRAUGHT MASTER MANUALCOLOPhON

Initiator

HeinekenInternational

Coordination and organisation

Siebenheller&Partners

Text and development

FranckEvers

LaurensRaven

TeskaKoch

MariannevanDiepen

TomCollingridge

PaulvanGent

EricSiebelheller

The Star Serve Story

FranckEvers

Concept and design

DeCombinatievanFactoren

©2012HeinekenBrouwerijenB.V.,Amsterdam.Allrightsreserved.

ThismanualremainsthepropertyofHeinekenBrouwerijenB.V.Nopartofthismanualmaybecopied,reproduced,storedina

retrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recordingorotherwise,

withoutthepriorwrittenpermissionofHeinekenBrouwerijenB.V.Nopartofthismanualmaybesharedwithanythirdperson,

includingbutnotlimitedanycompetitorofHeineken.

COLOPhON

CONTENTS...Last but not least, you will receive your Star Serve certificate as official confirmation...

Documents

Transcript of CONTENTS...Last but not least, you will receive your Star Serve certificate as official confirmation...