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2. © 2011 John Wiley and Sons, Inc.
Chapter 8 Beer
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3. This Chapter Will Help You
Understand the market trends affecting today’s brewing industry.
Learn how beer is made and the role of each of its ingredients.
Recognize and describe the various types and styles of beer.
Learn how to take proper care of a draft-beer system and why each step is important.
Learn to properly store canned and bottled beer.
Correctly choose and clean beer glasses.
Sell beer profitably in a bar or restaurant setting.
Train and motivate staff members to sell beer.
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A Brief History of Beer
Beer and bread together constituted the principal items of the ordinary family diet for centuries.
Two terms you will hear in conjunction with beer sales today are on-premise and off-premise.
On-premise sale means beer is sold and consumed on the same site.
When you buy beer to drink someplace else, this is an off-premise sale.
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5. Starting Small: Craft Beers
A microbrewery makes 15,000 barrels of beer per year and sells 75+ percent of its beer off-site.
A brewpub is a combination restaurant and brewery that sells 25 percent or more of its own beer on-premise, with food.
A regional brewery has annual beer production of between 15,000 and 2 million barrels.
Some regional breweries are hired as contract brewers to make and market other private-label brands for brewpubs.
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6. Beer Wars: The Macrobreweries
A macrobrewery is a large, national or international beer-manufacturing conglomerate with multiple locations and an output of more than 500,000 barrels annually.
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7. Trends in the Domestic Beer Market
Macrobrewers’ mainstream product lines now appears on brewpub menus: lawnmower beers.
To reinforce brand image, U.S. macrobreweries spend millions of dollars for sponsorships to align themselves closely with big events—which is called event marketing.
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Beer-Making Basics
Beer is nine-tenths water, so quality is critical. The term pH is used to describe the amount of acidity in water. The best brewing pH level is between 5.0 and 5.8.
Malt is the word for barley that has been placed in water, allowed to sprout, then dried to stop germination.
Wheat malts are made from half barley and half wheat.
The drying process is called kilning.
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Beer-Making Basics
The hops give beer its bitterness.
Yeast converts sugar into alcohol.
There are two categories of brewer’s yeast
Ale yeast
Lager yeast
Adjuncts are rice and corn.
Additives are used to stabilize foam, prevent cloudiness, convert starch to sugar, prolong shelf life, and/or adjust color.
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10. The Beer-Making Process
Mashing, the first step, converts starches into sugars.
The barley malt is ground into grist, which is fed into a container called a mash tun along with hot water.
Then the grain residue is strained out, and the remaining liquid, now called wort, is conveyed to the brew kettle.
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11. The Beer-Making Process
Brewing, the second step, is the process of boiling the wort with hops.
The third step, fermenting, or converting the sugars into alcohol and CO2, begins when yeast is added.
Lager is referred to as bottom-fermented.
Ale is referred to as top-fermented.
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12. The Beer-Making Process
Carbon dioxide creates the effervescence in beer.
In the late 1960s, Guinness brewers began using nitrogen in addition to CO2.
Nitrogen is an inert gas, colorless and odorless, that creates smaller bubbles and less “gassiness” in the beer.
Nitrogenated beer is known for its smooth, creamy consistency.
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13. The Beer-Making Process
Lagering, the fourth step, means storing or conditioning.
Beer and ale are matured in stainless-steel or glass lined tanks called barrels.
During lagering, some beers are given a small additional amount of newly fermenting wort, to add zest and carbonation by prompting a little further fermentation. This process is called krausening.
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Beer Packaging
After storage the beer is filtered and then kegged, bottled, or canned.
Kegs or half barrels (15½ gallons), provide bar supplies of draft beer.
Serving beer straight from the keg it was brewed in is called cask-conditioned beer.
It is a secondary fermentation of the beer that involves adding some yeast and priming wort to the wooden cask.
The beer is served directly from the cask, called a firkin.
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Beer Packaging
Anheuser-Busch InBev “aluminum bottle” works well for events at which glass containers are not permitted.
It is also resealable and recyclable. In Asian markets, where aluminum bottles were first introduced, they are called bottlecans.
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Pasteurization
Most canned and bottled beers are stabilized by pasteurizing.
This heating process kills bacteria and any remaining yeast cells.
The constant cold temperature is essential to maintaining the quality of an unpasteurized beer.
A beer that has been warmed and cooled again is known as a bruised beer; it suffers a loss in quality.
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Types of Beer
Lagers made by macrobreweries are generally either standard or premium.
The difference is the amount of adjuncts, or filler-type grains, used in the blend: up to 40 percent rice or corn in standard lagers, and up to 25 percent rice or corn in premium lagers.
There are several major sub-classifications; see Figure 8.6.
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18. Lager-Beer Styles and Products
Pilsner, which is also spelled Pilsener and sometimes shortened to pils, is named after the village of Pilsen in the Czech Republic.
A lively, mild, dry, light-bodied, amber colored, thirst-quenching liquid.
Malt liquors are lager beers with higher alcohol contents than pilsners.
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19. Lager-Beer Styles and Products
Malternative is a subcategory of flavored, malt-based alcoholic beverages, sometimes also known as alco-pops for their sweet fruit flavors and their appeal to a young crowd raised on soft drinks.
Another name is ready-to-drink (RTD) since they are presented as prepackaged “cocktails” that can be consumed as is, without mixing in other liquids.
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20. Lager-Beer Styles and Products
Bock beers are traditionally strong, usually dark lagers with a high alcohol content and a full, malty, sweet flavor.
Doppelbocks (double bocks) produce a strong, rich beer.
Eisbock is made by freezing the beer during the brewing process, then removing the ice crystals and lagering the beer before bottling.
Steam beer is a truly American invention.
It combines the bottom fermentation of lager beer with the higher fermenting temperatures of ale.
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21. Ale Styles and Products
Ales have a characteristic fruity flavor that comes from the quicker, warmer top-fermentation process.
In wheat beer the yeast shows up as sediment that leaves the beer cloudy.
A few imported wheat beers, labeled krystal, have been filtered for clarity.
“Ale Family Tree” is shown in Figure 8.8.
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22. Ale Styles and Products
Pale ale is a type of bitter. American-made bitter is a hearty, hoppy brew often labeled India Pale Ale (IPA).
Trappist describes the source of these Belgian ales rather than a particular style.
Belgian breweries make their own excellent versions of the Trappist-made ales.
Collectively these are known as abbey beers or abbey ales.
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23. Ale Styles and Products
Altbier, which means “old beer” in German, is a beer made with traditional Rhineland brewing methods.
This beer is a cross between an ale and a lager, with a copper color and a very hoppy flavor.
Barleywine, both English and American versions, has a strong, intense malt flavor and noticeable bitterness.
It is the thickest, richest, strongest type of ale, with an alcohol content of 8 to 12 percent by volume.
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24. Ale Styles and Products
Porter is a dark, bittersweet brew. Its dark brown color and distinctive bitterness come from the use of roasted, unmalted barley.
A stout is a fuller-flavored, aromatic, creamy, and dark brown to almost black in color porter.
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25. Hybrids and Specialty Beers
Lambic beer is a wheat beer.
Dry and sharply acidic, it is used as the base for adding fruit to make summer beers laced with peaches, cherries, apricots, raspberries, or honey.
European imports sometimes use strains of yeast that impart spicy or fruity flavors, and are wild-fermented—that is, exposed for long time periods to natural “wild” yeasts in the air.
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26. Hybrids and Specialty Beers
Blonde beers are light- to medium-bodied, and contain less alcohol and less hop bitterness than true pilsners and ales.
They are all-malt products, made only with barley and very little wheat. They are viewed as starter beers.
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Selling Beer
Create a Beer List
On-Premise Beer Promotions
Private-Label Beers
Contract brewing enables you to hire an established brewery or microbrewery to make and label beer for you.
Mixing Beers
A mixed pint is a blend of one beer with another beer or even with some other type of drink.
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Storing Beer
Freshness Dating
A pull date indicates the date you should pull it off your shelves if you have not served it yet.
Budweiser countered with a born-on date (BOD), the date on which it was packaged, and states that the beer is at its peak of freshness 110 days from the BOD.
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Draft-Beer Systems
Direct draw is the term for serving the beer directly from the keg, with a line of 6 feet or less in length.
In a long-draw system, the beer is piped up to the faucets at the bar.
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Draft-Beer Systems
The traditional beer system includes one or more kegs of beer, a cylinder of CO2 with a pressure gauge (also called a regulator), a tap (faucet), heavy-duty lines (nylon or vinyl hoses) running from the CO2 cylinder to the keg and from the keg to the tap, and a refrigerated beer box or remote cooler to store the keg.
Connecting the lines to the kegs is called tapping.
See Figure 8.12
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31. © 2011 John Wiley and Sons, Inc.
Draft-Beer Systems
A popular alternative to the use of straight CO2 is a blended-gas or mixed-gas system, which collects nitrogen (N2) from the air and mixes it in a preset ratio with CO2.
Mixed-gas canisters that already contain both N2 and CO2 in preset amounts are available. (Blended gas made for this purpose is also called beer gas.)
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Serving Beer
Dependent on several factors
The condition of the glass, a beer-clean glass is completely grease-free, film-free, and lint-free.
The correct temperature of the beer.
A lager style beer is served at 40°F (4°C). Ales may be served at 45°F (7°C).
Stouts, porters, and bock beers are usually chilled only lightly.
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Pouring Beer
The way the beer is poured.
The head is a collar of firm, dense foam reaching slightly above the top of the glass.
It is the beer’s natural way of releasing excess CO2.
The head is a total of ¼ to 1 inch thick and should be tight, made of tiny bubbles instead of large ones.
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Beer Glassware
The traditional British 20-ounce pint glass is called a nonik or a tulip pint, which has slightly smoother sides than the nonik.
The nonfooted pilsner glass is called a pils, a vase, or a weizen glass.
Belgian ales and Scottish ales may be served in short-stemmed, wide-bottomed glasses that look like brandy snifters; they are also known as thistles.
The all-around beer glass most often seen in U.S. restaurants is called an hourglass.
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Summing Up
Employees should be well trained, not only in brewing methods and flavor profiles, but in the behind-the-scenes effort it takes to pour a consistently top quality product.
This involves how to operate and care for a beer system, how to wash and chill glasses, how to rotate stock, how to pour beer, and how to use beer in cooking and beer-based cocktails.
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