1. The Brewing Process

3. Topics Ingredients - Brief review Traditional Four Vessel Brewing Process Lagers Versus Ales Common Beer Styles Evaluate One Lager and One Ale Summary

4. What this means to you… We know that… – Availability of more styles help retailers capture more craft and imported beer drinkers, which leads to higher profits. – Craft beer drinkers will experiment with different brands and styles. Increasing your knowledge of the brewing process and how it contributes to the flavors in beer, will help you romance your craft portfolio and set you apart as a craft beer consultant.

5. What this means to you… You can take this knowledge to sell more beer in four different ways.. – Introduce and describe / romance a new item. – Compare to an item the retailer already carries. – Sell in a new style / flavor that the retailer does not have. – Give your personal evaluation opinion.

6. Brewing is a complicated and highly specialized field that should only be attempted by the best and brightest!

7. Or the Celibate …

8. We Believe That Mere Mortals Can Improve Their Understanding of Brewing and Even Potentially Home Brew!

9. What is Brewing? Basic brewing is fermenting sugar in water 1.Create sugar source 2.Ferment the sugar water to create alcohol, carbon dioxide and flavor components 3.Add hops (or not) for aroma, flavor and as a preservative

10. Brewing Formula Sugar Source + Yeast = Alcohol + Flavors + C02 Goal is to create a alcoholic beverage with flavors you enjoy!!!

11. Traditional Brewing Ingredients Hops Malted Barley Water Yeast Other Ingredients – Adjuncts (rice and corn), fruit, spices, wheat, honey, etc.

12. 1.2.3.4. Crushed Malted Barley Mash Kettle Mash TunLauter Tun Brew Kettle Whirlpool Heat ExchangeFermentation Aging Traditional Four Vessel Brewing

13. Milling Grinding Malt

14. Mashing-In Mash Kettle and Mash Tun Crushed malted barley and water are heated to convert starches to fermentable sugar. Mash Kettle 20% of Mash Boiled Mash Tun 80% of Mash Heated to get a sweet porridge like mixture called Mash Old World Brewing – Decoction Mash is 4 vessel brewing CONVERSION

15. Lauter Tun Separates the sweet liquid called WORT from the spent grain.

16. Brew Kettle Wort Sweet liquid from the Lauter Tun Dried hops or hop pellets Add hops to spice the boiling Wort Hops added early – bitterness Hops added late - aroma

17. Spices, Fruits and Flavors Spices, fruit and flavors can be introduced to the brew to influence taste. Examples Fruit extract in the boil Real fruit in the aging Spices during fermentation

18. WhirlpoolHeat Exchanger Hopped wort is clarified in the whirlpool where large particles are spun out of solution. Clarified, hopped wort is cooled to temperature acceptable to the yeast Whirlpool/Heat Exchange

19. Fermentation Fermented for 7 to 10 days. Krausening Adding a small amount of young beer to the already fermenting beer for flavor development and smoothness (body & sweetness). Pitching (adding) yeast into cooled wort

20. Lagering - Aging for refinement Particles and proteins fall out of suspension.

21. Dry Hopping Adding hops at the aging stage to affect aroma.

22. Final Filtering Final filtering clarifies the beer and readies it for packaging.

23. Racking – Bottling -Kegging

24. Ale vs. Lager Time Ales Uses a top fermenting yeast (Saccharomyces Cerevisiae) Fermentation takes place at warm temperatures between ranging from 70-75°F and can take as little as 7 to 10 days to produce. Typically Ales are not aged. Ales usually exhibit yeast flavor characteristics that sometimes come off as fruity. Lagers Uses a bottom fermenting yeast (Saccharomyces Uvarum) fermenting at lower temperatures at 55* F. Lagers needs to be aged (lagered) for refining and settling. Lagers tend to be rounded and balanced and do not exhibit the fruity esters typical of Ales.

25. Common Beer Styles Lager Pilsners Amber Lager Pale Lagers Marzens Octoberfests Bocks Ales Wheat beers – Weiss beers Berlinier Weiss Blond, Golden, Pale Ales India Pale Ales Alt Bier Brown Ale Scotch Ale Porters Stouts

26. Common Beer Brands By Style Lagers Sam Adams Lager, Octoberfest, Winter Lager, Sam Light Bud, Bud Light, Michelob Miller Lite, MGD Coor Lite, Coors Harp Pilsner Urquell Corona Heineken Ales Sam Boston Ale, Summer Ale and White Ale Sierra Pale Ale Blue Moon Belgium White Bass Harpoon IPA Fat Tire Amber Dog Fish Head 90 Minute Guinness

27. Tasting and Evaluating Beer Beer Clean Glass and Proper Pour 1.Appearance 2.Aroma 3.Taste 4.Mouth-feel 5.Finish 6.Overall Impression

28. Taste 2 Beers…. Appearance Aroma Taste Mouth Feel Finish Comments Beer #1 ________ and Beer #2_________

29. Four Ways to Sell Using Your Knowledge of the Brewing Process 1. Introduce and describe a new item – What was the brewer trying to do? – Sam Adams Boston Ale Adams is ale with a an spicy, earthy aroma, light fruit notes and a malty sweet finish. It was brewed to be easy to drink with a classic English ale flavor. 2. Compare to an item the retailer already carries. – Samuel Adams Boston Ale has a more malty flavor than Bass Ale, a Pale Ale, and has a smoother finish due to longer aging and krausening.

30. Four Ways to Sell Using Your Knowledge of the Brewing Process 3. Sell in a style or new flavor that the retailer does not have. – “Samuel Adams Boston Lager has a unique, complex balance that due to it’s lager fermentation and process is different than any of the craft Ales you have on tap.” 4. Give your personal evaluation opinion. – “I personally like it better than many of the fruitier ales on the market because the malty flavor which I like is more subtle than those beer..”

31. Summary Questions What is brewing? How do you make alcohol? What is the four vessel brewing process? When do I add hops in the brewing process? When do you ferment? How do get you get fruit flavors in beer? What is an Ale? What is a Lager? What beer styles are Octoberfest? Bock? How can I use this info?