Craft Beer Trends 2014 Review Brian Reed Tenth & Blake Trade Brewer

Emphasis on Quality (over quantity) Quality Beer –Draft System maintenance –Freshness Quality Experience –Clean/Appropriate Glassware –Knowledgeable service Cicerone Program

Beer From Near & Far Emphasis on local –Freshness Steadily improving import trends –Increased emphasis on quality and rotation

Style Trends (what’s hot) Hopmania –IPA/Pale Ale category combined to account for 30% of OnP craft sales in 2014 Very inclusive category Explosion of brands/cannibalization Second wave of discovery Sour and Funky –Hurdles Classic styles –Mostly European –Lager resurgence Culinary-inspired –Italy & US Belgian/French-inspired

Package Trends Right Package, Right Occasion Cans –Hurdles –Opportunities Corked/caged –Overcome stigma –Encourage trial Bombers v. NRs - Which format is best suited for your customer

Beer Ingredients Tenth and Blake Trade Brewer Team Beer & Food Pairings An Introduction Brian Reed Tenth & Blake Trade Brewer

Beer is food – Cereals – Cooked – Fermented – Lots of complementary and contrasting aromas, flavors and origins Ingredient Importance – Grains – Hops – Yeast – Flavor Additions Understanding Beer & Food

Flavor Intensity & The Three C’s C ut C omplement C ontrast Palate-Cleansing Similar Flavors Different Flavors Food Match Intensities Beer Good Bad

BALANCE. FLAVOR. INTENSITIES. The single most important principle of impactful beer & food pairing Balancing flavor intensities means… Match the flavor intensity of beer with that of the dish it’s being served with (e.g. Strongly-flavored food with strongly flavored beer) Elements that affect flavor intensity Beer -Gravity/ABV (not the only measure of intensity) -Roast Character -Hop Bitterness -Hop flavor/aroma -Intensity of malt character -Body -Sweetness -Level of carbonation -Other: fruit, spice, acidity, barrel characters, etc. -Service approach Food -Inherent intensity of ingredient -Cooking method (color) -Seasoning level -Brine/marinade -Acidity -Spice/herbal component -Heat -Sauce/condiment -Service approach -Hot/cold, portion size

The 3-C’s of Beer and Food Pairing CUT COMPLEMENT CONTRAST

̶ Bready malt flavor of beer compliment with similar breads ̶ Herbal hop notes from beer compliment with herbs used in cooking ̶ Browning and cooking compliment beer because beer is prepared similarly ̶ Rule of Thumb: Match Color of the beer and the color of (cooked) food to build a good starting point of complimentary flavors Similar flavors shared by the beer and the food that are delicious COMPLEMENT

CONTRAST Opposite flavors between beer and food that harmonize ̶ Tart beer and sweet food ̶ Sweetness in beer and spicy food ̶ Sweetness in beer or food and bitterness in beer or food ̶ Sweet and sour ̶ Bitterness from hops and sweet food

CUT ABC of palate cleansing Alcohol Alcohol is a great solvent of oils from food. Water based beverages lack this strength. Bitterness Activity from hops helps break down fats and oils. Bitterness helps act as a solvent as well as helps avoid adaptation to sweetness and sourness from foods. Carbonation Carbonic acid in solution dissolve food particles & CO2 bubbles physically lift the now cleansed particles from the tongue and allow them to be swallowed

Complement and Contrast Scallops and Wit Beer Complement: Searing – sweetness of beer Fruit – mimic from yeast and orange Herbal from chutney – coriander Texture – light and creamy Contrast: Sweetness of beer & herbal Spicy of Chutney Sweetness & saltiness of scallop