Beer History

TOPICS Beer, where and how did it originate? Early History, Middle Ages through Renaissance History. How the beer landscape was formed in America. The Golden Age followed by the Dark Age of Brewing in America. What’s happening now that is shaping the beer industry in America?

Early History Beer follows the development of early civilization.

Early History Beer, made from an early form of barley bread, was prepared for sustenance – it was food. It made barley easier to eat, more nutritious, easier to transport, and made you feel good! Most of this beer was un-hopped and rather sweet. Hops were not yet discovered as a primary spicing agent until much later.

Early History All these early cultures drank beer with straws sitting around jugs. The worlds first beer bottles!

Middle Ages through Renaissance History The dark ages after the fall of Rome. No central authority and the church took over as the keepers of knowledge. The monks were responsible for any advancement in brewing.

The Renaissance -Beginning of Brewing as a business Travel and business was restored during the renaissance. Inns, taverns, and ale houses (where business was conducted, and entertainment had) could not meet the local demand for ale. The first breweries made beer to supply these early “public” houses. They banded together as a sort of combination trade union and economic monopoly know as a guild

Colonial America 1620 – Pilgrims landed on Plymouth Rock Brewing with other native substances such as corn, pumpkin, and molasses, juniper and spruce

Colonial America By 1677 there were 27 Taverns in Boston Taverns were used as “courts to conduct business” The growth of taverns was the main catalyst for a brewing industry

Colonial America The revolution lead to grain and hops shortages from England. People are forced to drink more American produced beer. Cider came into it’s own and competed with beer.

The 19 th Century The Germans started to store (cellar) their Ale beers cold. Over the course of time, this “lager yeast” began working at lower temperatures. By chance the Germans encouraged this yeast variety. Emil Hansen scientifically isolates this yeast variety in Glass production took off in the early 19 th century. Now people could see their beer in a glass vs. wooden or earthen tankards. Saccharomyces uvarum

The Golden Age of Breweries 1820’s brought a wave of German immigration and they brought their Lager yeast with them! They settled in climates similar to their homeland.

The Golden Age of Breweries After the Civil War, there was an expansion of breweries Advancements in the 1870’s included the stream engine, refrigeration, railroads, bottling, and pasteurization. By 1880 there were 2,300 breweries in the United States – most produced LAGER!

The Dark Age of American Brewing Prohibition – the Volstead Act Brewers didn’t see it coming It was the 5 th largest industry in the U.S. Prohibition lasted 13 years from 1920 to 1933.

Post Prohibition Breweries that survived looked for ways to cut costs. Adjuncts found their way into beer production. Drinking habits have been altered – modern, mass produced beers brought the public a “lighter” style beer.

Since the end of World War II… Total Barrelage of US BreweriesTop 10 Brewers % of total US Breweries business ,000,000 barrels38% ,000,000 barrels52% ,000,000 barrels69% ,000,000 barrels85%

The 1980’s -Decade of Microbrewing Americans began to experience different beers as they began to travel to Europe in the 1970’s. It was difficult to buy these beers in the U.S. In 1978, Jimmy Carter legalized homebrewing in the U.S.

The 1980’s -Decade of Microbrewing This spawned small industrious homebrewers and microbreweries were born. By 1997, the first “Craft” brewer made it into the Top 10 American Breweries.

The craft beer industry is defined by four distinct markets—brewpub, microbreweries, regional craft breweries and contract brewing companies. CRAFT BREWER: An American craft brewer is small, independent and traditional. Craft Beer Industry Definitions

Small = annual production of beer less than 2 million barrels. Beer production is attributed to a brewer according to the rules of alternating proprietorships. Flavored malt beverages are not considered beer for purposes of this definition. Independent = Less than 25% of the craft brewery is owned or controlled (or equivalent economic interest) by an alcoholic beverage industry member who is not themselves a craft brewer. Traditional = A brewer who has either an all malt flagship (the beer which represents the greatest volume among that brewers brands) or has at least 50% of its volume in either all malt beers or in beers which use adjuncts to enhance rather than lighten flavor. CRAFT BEER : Craft beers are produced with 100 % barley or wheat malt or use other fermentable ingredients that enhance (rather than lighten) flavor. Craft Beer Industry Definitions

Test Summary – Beer History 1.The earliest recorded evidence of brewing was founded by whom and revolved around this ingredient in beer? 2.These people are responsible for the advancement in brewing and did most of the brewing in the Middle Ages thru the Renaissance. 3.In Colonial America, these places were used to conduct political discussions over pints of beer. 4.This most common beer style was developed / discovered by the Germans.

Test Summary – Beer History 1.Today, there were this many breweries operating in the U.S. (about the same number as 100 years ago). 2.Prohibition lasted from this time period in American history. 3.This is the decade of Microbrewing. 4.An American Craft Brewer is defined by these 3 criteria. 5.Craft beer, as defined by the brewing association, has this market share in 2008?

BBC asks What does BBC want to accomplish from providing beer training? – Category Management Opps? – Lead Brand Training? – Beer Industry Knowledge? – Beer Freshness? – What do we want them to know about BBC and about our portfolio? – How do we want to integrate Allied Brand training? Cider? FMB?