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

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Introduction to Beer Monarch Beverage

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

Page 1: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Introduction to Beer

Monarch Beverage

Page 2: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

“Beer is proof that God loves us and wants us to be

happy”

- Benjamin Franklin

Page 3: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Why are you here? • Enlarge our sales force (670+)• Learn about beer history• Discuss key beer ingredients• Provide specific brand features• Learn health benefits of beer• Sample our products

Page 4: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Why is this class important?

• Increase your beer knowledge• Make you more credible• Give you first hand experience• Provide you with general information • Help you convert family, friends,

neighbors and retailers

Page 5: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Beer History

Page 6: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

So where did beer come from?

England?

Germany?

Egypt?

Indiana?

Page 7: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Beer History• Created by accident • Babylonian clay tablets with beer recipes

were found – Dating back to 4300 B.C. • Egyptians used beer for medicinal and

monetary purposes (honey and dates)• “God is good” or the “Breath of God”• Sanitary food and water source

Page 8: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Beer History

• 1000 A.D. - Hops were introduced to the brewing process

• Monks brewed beer for Lent - “Liquid Bread”

• England - Home brewing lead to the “public houses” or pubs

Page 9: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Beer in America• 18th Amendment – January 1920• 1933 – Prohibition ended• Impact of refrigeration &

pasteurization• Here come the Germans!• Saloon trouble

Page 10: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Beer History (Review)

Page 11: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Beer Ingredients

Page 12: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Beer Ingredients

Water

Malt

Hops

Yeast

= Water

= Color/Flavor

= Spices/ S & P

Page 13: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Water• 90% of beer is water• Major breweries will

strip or purify their water • Different water types

affect beer character

Page 14: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Malts (fermentable grains)• Sweet• Expensive • Determine color, flavor, aroma • Fermentable grains

Barley, corn, wheat, rye, oats, potatoes, cereal, rice

Page 15: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Malts Malts can be heated to change colors and

flavor profiles

Page 16: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Hops• Spice and bitterness• Preservative • Americans like hops for

flavor • American hops are

rumored to be some of the best in the world (Pacific Northwest)

Page 17: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Hops• Longer head in glass,

the more hops used• I.B.U. – (International

Bitterness Unit) the higher the number, the more bitter the beer

Page 18: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Yeast• Microscopic

organism • Sugar → alcohol &

CO2

• Many types• Skunky smell• B vitamins

Page 19: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Louis Pasteur• French scientist • Began studying beer in

1871• First person to observe

yeast feeding on sugar • Solved beer production

problems

Page 20: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Beer Ingredients (Review)

Page 21: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Ales & Lagers

Page 22: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Ales • Top-fermenting yeast• Higher Fermentation temperature

(60°- 75°F)• Shorter production time (vs. lagers)• Product of England (hot tea)• Wild and exotic beers• More flavor and aroma (vs. lagers)

Page 23: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Lagers • Bottom-fermenting yeast• Lower fermentation temperature

(45° - 55°F)• Longer production time (vs. ales)• Lager means “to store” in German• Over 82% of beer sold in the U.S.

are lagers

Page 24: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Lagers • 2 fermentations

1. Normal production cycle

2. Laagering phase– The lagering phase allows beer to

clear and gain more CO2(30 - 40°F)

Page 25: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Let’s Drink!Wait!

First, a few guidelines!

Page 26: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Your Tongue

Front

Back

Acidity Acidity

Hops

Malts

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Tasting Guidelines• Clean and clear glassware – no

towel drying!• Chilled beer, not cold - No frosty

glasses or mugs!• Involve all your senses• Use all parts of your tongue • Taste and aftertaste

Page 28: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

PouringPresentation, size and head longevity

Guidelines:

1. Tilt the glass - 45° angle

2. Aim for the middle of the side of the glass

3. Half-way, straighten the glass (vertically), pour directly down the center of the glass

Page 29: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Let’s Sample!Brand features and

performance

Page 30: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Break!See you in 5 minutes

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Welcome Back!

Monarch Beverage

Page 32: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Beer and Your Health

Page 33: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Beer and Your Health • Studies show: beer is good (in moderation)

Women = 1 drink per dayMen = 2 to 3 drinks per day

• Contains antioxidants (polyphenols)• Increases good cholesterol (HDL)

Page 34: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Beer and Your Health

• Thins the blood and decreases blood clots

• Increases blood circulation• Reduces chance of strokes • Reduces chances of heart disease

Page 35: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Beer and Your HealthBeer is also…

• Fat and cholesterol free• Great stress reliever• Helps you sleep• Contains – sodium, proteins,

potassium, phosphorus and vitamins B, B2, and B6

Page 36: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Beer and Your Health (Review)

Page 37: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Draft Beer

Page 38: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

What is Draft Beer?• Any beer that has not been

pasteurized • Highly filtered to remove bacteria • “Draft” or “draught”?• Fresher, better tasting beer• Kegs and bottles can be draft

Page 39: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

What’s Pasteurization?• Created by this guy

• Heating process used to kill bacteria and yeast (140° for 2-3 minutes.)

• Preserves beer for longer shelf lifeLouis Pasteur

Page 40: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Draft Beer Maintenance• Store cold• Clean lines regularly to avoid bacteria,

mold, yeast, and beer stone (calcium deposits)

• Monitor CO2 and nitrogen pressure

Page 41: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

How a Keg Works• CO2 is entered

• CO2 rises to the top pushing the beer down

• Only escape is through the opening of the tube at the bottom

• The pressure shoots the beer through the tube up and out of the keg

Page 42: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Draft Beer(Review)

Page 43: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

More Product Information

Page 44: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Why Try These Brands?• These brands keep us in business• Give you firepower to sell • Provide first hand experience • Share performance information• Take Pride in Our Products

Page 45: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Drink This!

Not That!

Page 46: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Beer Categories

Page 47: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Beer Categories• Craft/ Microbrews• Import• FMB/ RTD/ PAB• Premium• Near-Premium

• Below-Premium• *Low cal/ Low carb.• Malt Liquor• Cider• Non-alcoholic

Page 48: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Craft/ Microbrews• Microbrew –Breweries which produce

less than 15,000 barrels per year • Craft beers = Breweries using quality

ingredients and have outgrown the microbrewery classification

• Use all malt, no adjuncts• Higher margins and profit

Page 49: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Craft/ Microbrews• Quality focused• Fuller flavor, more aroma• The Mercedes of the industry

Examples:• Crafts: Sam Adams, Blue Moon, Fat Tire• Microbrews: Bell’s, Upland, 3 Floyds

Page 50: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Imports

• Brands made in other countries• Higher priced, higher margin items• We’ve got a powerful import portfolio!

Examples:• Imports – Corona, Heineken, Guinness,

Red Stripe, Molson, Peroni, Dos Equis

Page 51: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

FMB’s/ RTD’s/ PAB’s• FMB = Flavored Malt Beverage• RTD = Ready To Drink• PAB = Progressive Adult Beverage• Higher price and higher margins

Examples:• Smirnoff Ice, Mike’s Lemonade, Bartles

& Jaymes, Seagrams

Page 52: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Premium• High volume beer brands• Strong advertising and volume • Multiple production sites• Strong competition -“Big 3”

Examples:• Miller Lite, Coors Light, MGD

Page 53: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Near-Premium• Slightly lower price and quality

than premium brands • Strong marketing and advertising

Examples:• High Life and Busch

Page 54: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Below-Premium• Lowest quality and priced brands• Popular in price sensitive markets

and demographics (college towns)

Examples:• Milwaukee’s Best, Keystone Light

Page 55: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Low Cal – Low Carb

• Created for the figure-conscious consumer

• Less flavor and aroma • Fairly recent category

Examples:• MGD 64, Michelob Ultra

Page 56: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Malt Liquor

• Fermented beverages • High alcohol content (7% or higher)• Not considered beer (by law)

Examples:• Mickey’s, Old English, Colt 45

Page 57: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Cider• Made with fermented apples• Great beer alternative• Can be served cold in grocery and

liquor stores

Examples:• Woodchuck, Hornsby’s, Strongbow

Page 58: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Non-Alcoholic• Alcohol removed during or after the

brewing process• Allowed to be .5% or less• For people who like the taste of beer,

but can’t drink• A.K.A. “near beers”• Became popular during prohibition

Page 59: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Non-Alcoholic• A popular illegal practice was to

inject alcohol into near beer• Rumored to have changed the

American palette

Examples:• Sharp’s, Kaliber, St. Pauli

Page 60: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Wrapping Things Up:

• Post test• Certificates• Grade tests

Page 61: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

“Beer if drank in moderation softens the

temper, cheers the spirit, and promotes health.”

-Thomas Jefferson

Page 62: Introduction to Beer Monarch Beverage Beer is proof that God loves us and wants us to be happy - Benjamin Franklin.

Good Luck and Good Selling!

To learn more about beer: Modern Marvels: Brewing (DVD) American Brew (DVD) Brewed in America (DVD)