Schmid: The Hospitality Manager’s Guide to Wines, Beers, and Spirits, 2nd ed. © 2008 Pearson Education, Upper Saddle River, NJ All rights reserved. Chapter 1 A Brief History of Alcoholic Beverages

© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved. Schmid: The Hospitality Manager’s Guide to Wines, Beers, and Spirits, 2 nd ed. Chapter Objectives Identify key moments in the history of wine, beer, and spirits in the ancient world. Discuss wine’s importance in the Greek and Roman civilizations. Identify key moments in French wine history. Discuss basic rules and regulations concerning wine production. Identify key moments in American winemaking history. Summarize the worldwide Phylloxera crisis. Discuss the rise of microbreweries. Explain the effect of Prohibition on the alcohol industry.

© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved. Schmid: The Hospitality Manager’s Guide to Wines, Beers, and Spirits, 2 nd ed. Key moments in history Alcohol discovered by accident between 6,000 and 10,000 years ago Wine mentioned in the Old Testament (the Torah) Egyptians first to label their wines Babylonians first to set laws pertaining to alcoholic beverages in 1792 BC under King Hammurabi Beer-making paraphernalia found in Mesopotamia, Egypt, China, Rome, Syria, Peru, and Greece

© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved. Schmid: The Hospitality Manager’s Guide to Wines, Beers, and Spirits, 2 nd ed. The Greeks and Romans Each society had its own god of wine (Dionysus – Greek; Bacchus – Roman) The word symposium, derived from Greek, means to “drink together.” The Greeks and the Romans consumed their “god” so it would inhabit their bodies

© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved. Schmid: The Hospitality Manager’s Guide to Wines, Beers, and Spirits, 2 nd ed. France Duke Philippe the Bold bans Gamay grape from Burgundy in 1395; also decrees acceptable grape-growing fertilizer Chateau Haut-Brion noted as a great wine by Samuel Pepys and Thomas Jefferson two centuries apart Pope Clement V moves headquarters to Avignon In 1923, Rhône implements AOC; rest of France follows in 1935

© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved. Schmid: The Hospitality Manager’s Guide to Wines, Beers, and Spirits, 2 nd ed. Rules and Regulations Beer is first regulated in 1215 when King John signs the Magna Carta William VI of Germany legislates the Reinheitsgebot of 1516; still used today

© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved. Schmid: The Hospitality Manager’s Guide to Wines, Beers, and Spirits, 2 nd ed. Phylloxera Phylloxera is a mite that eats grapevine roots Labrusca grapes are indigenous to the Americas and are phylloxera-resistant; Vinifera grapes are European in origin and are not phylloxera-resistant Labrusca grapevines are exported to Europe for study along with phylloxera, which ends up devastating most of the European crop Problem solved in 1869 by Professor Gaston Barzille by grafting Vinifera vines to Labrusca roots

© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved. Schmid: The Hospitality Manager’s Guide to Wines, Beers, and Spirits, 2 nd ed. The Americas Mayflower passengers are dropped off at Plymouth Rock when the ship’s beer supply runs short (Virginia is the proper destination) Harvard College opens in 1636 with a brewery on campus; students revolt in 1639 when beer supply runs low In 1638 William Penn opens first large-scale brewery in the new world Many founding fathers, including the first three U.S. presidents, are brewery and distillery owners

© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved. Schmid: The Hospitality Manager’s Guide to Wines, Beers, and Spirits, 2 nd ed. The Americas (cont.) Bourbon is first made in 1789 Alexander Hamilton asks Congress to institute a new tax on whiskey 1,700 farmers revolt Washington calls up about 15,000 militia troops to put down the “Whiskey Rebellion”

© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved. Schmid: The Hospitality Manager’s Guide to Wines, Beers, and Spirits, 2 nd ed. Microbreweries Original brewery in the Americas was the microbrewery Replaced by large-scale macrobreweries such as Anheuser Busch and Coors Have been re-popularized because of their flavorful brews and consumers’ renewed interest in craft beers

© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved. Schmid: The Hospitality Manager’s Guide to Wines, Beers, and Spirits, 2 nd ed. Prohibition Voted into existence in 1919 with the passage of the Eighteenth Amendment, also known as the Volstead Act The Eighteenth Amendment banned the production, transportation, and sales of alcohol, but not the consumption Took effect in 1920 and lasted until 1933 with the passage of the Twenty-first Amendment

© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved. Schmid: The Hospitality Manager’s Guide to Wines, Beers, and Spirits, 2 nd ed. Prohibition Continued Seeds of Prohibition planted pre-Civil War Congress proposed the Eighteenth Amendment in 1917 The terms moonshine, bathtub gin, speakeasy, the real McCoy, and bootlegging all come from this period In 1928, democratic presidential candidate Al Smith suggests repeal; Herbert Hoover runs campaign of Rum, Romanism, and Rebellion In 1932, Franklin D. Roosevelt beats Hoover and helps repeal Prohibition in less than 11 months

© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved. Schmid: The Hospitality Manager’s Guide to Wines, Beers, and Spirits, 2 nd ed. Conclusion