1. Beer Institute Training Deck

2. Introduction Our Vision
To create enduring bonds by providing the brands and experiences that bring people together
Labatt Breweries of Canada is a proud member of AB Inbev, home to an exceptional portfolio of over 50 local and world renowned beers
Quality, tradition and innovation are characteristics that define who we are and staff training is an integral component to communicate our dedication to these attributes
Staff trainings help us ensure that our consumers are receiving a quality beer experience time and time again at the Point of Connection
Ensures product integrity and increases customer profitability

3. Agenda This training will cover the following topics: History of Beer
Ale vs. Lager
Beer Ingredients
Beer Tasting
Beer Taste Profiles and Food pairing
Stella Artois Pouring Ritual
Importance of Glassware
Responsible Drinking

4. History of Beer Beer From the Latin root - “bibere” meaning “to drink”
Beer, one of the earliest forms of nourishment, often referred to as “Liquid Bread” goes back to 10,000 BC
The ancient Egyptians brewed beer and packed it in their tombs for the afterlife!
Monks brewed beer for nourishment and to refresh thirsty travelers who visited the monasteries and also to trade for goods required by the monastery.

5. Famous Moments in the History of Beer
4300 BC
Babylonian clay tablets
from this time depict brewing
and show detailed recipes for beer
1200 AD
Beer-making is firmly established as
an important commercial enterprise
in Germany, Austria and England
1420
German brewers begin to make lager
1516
Germany’s Purity Law states that the only ingredients allowed in beer are water, hops, barley and malted wheat
1810
Oktoberfest is established in Munich as a city-wide celebration
1842
The first clear, golden-hued lager is produced in the town of Pilsen in Bohemia
1880
Approximately 2,300 breweries are operating in the U.S. By 1960, only 34 breweries existed
1966 Budweiser is the first brand to achieve 10 million barrels annually
1993
The first ice beers are introduced in Canada

6. Pop Quiz #1 “What was the first, assumed, culture to brew beer?”
“Why did monks become interested in brewing beer?”
“What year was the German Purity Law declared?”

7. Ales vs. Lagers Lagers Ales
First beers ever made (refrigeration not critical)
More pronounced aroma, more robust taste, more complex, best consumed cool rather than cold
Can be compared to Red Wine for food pairing
Includes anything with ale in the name (pale ale, amber ale, etc.), porters, stouts, wheat beers
Lagers
More difficult to produce (requires refrigeration)
Less aromatic than ales, best consumed at cooler temperature than ales
Comparable to white wines for food pairing
Includes pilsener, bock

8. Ale Styles

9. Lager Styles

10. Pop Quiz #2 “What is an example of an Ale?”
“What is an example of a Lager?”

11. What are the 4 main ingredients in beer?
Malt
Hops
Water
Yeast

12. Beer Ingredients – Malt Barley
As grapes are to wine, malted barley is to beer…..the essential ingredient.
Simple sugar for fermentation
Colour
Flavour
Stabilizes the foam head
It is most important for the group to come away with 3 simple points about malted barley –fermentable sugars/taste/colour. The rest is to keep you, the presenter knowledgable in case questions are asked.
Malt is a grain that has been allowed to germinate or grow shoots
Barley malt is put in water to begin the germination process. When the maltster considers the conversion is complete, the grain is heated to stop the germination process and the water is extracted.
In the process of germination, protein and starch is converted to simple sugars for fermentation. No simple sugars, no fermentation, no alcohol, no party, no fun!!
Yeast requires simple sugars for fermentation, protein and starch won’t do.
Barley malt is most commonly used in beer
Wheat malt is also used in certain beers
Malts can be roasted for adding extra flavour and/or colour
Malt adds colour and flavour to beer
Malt contributes to good foam retention

13. Beer Ingredients - Water
Beer is 90% water.
Water used in beer is filtered to make it as neutral in taste and smell as possible before using in the brew
The source of the water is important. For example, water content high in minerals such as calcium is very good for brewing ales.
Beer is 90% water
It takes 6-10HL to brew 1HL of beer
Cleaning/sanitizing/cooling/heating/etc.
Water is filtered through active carbon filters so that it is as neutral in taste and smell (tasteless and odourless) before it is used in the brew.
Water quality is crucial to a successful brew
At Labatt we have an outstanding quality control team to ensure the quality of the water used in the brew.

14. Beer Ingredients - Hops
Hops, “the spice” of beer
natural preservative
bitterness taste
aroma
Have only been used in beer for 1,000 years
Again, there are three points you want your customers to take away about hops:
Natural Preservative
(have an antiseptic effect – kill bacteria, therefore any beer with hops has no need for artificial preservatives – A good time to talk about the fact that Labatt beers have NO PRESERVATIVES.
Bitter Taste
brew masters measure bitterness because it is such an important element in the taste of beer – also why you must swallow beer when tasting because your bitterness taste buds are on the back of your tongue.
Aroma.
Aroma hops go into the kettle at the end
Bitterness hops go into the kettle at the beginning
Yes some hops are more desirable for aroma and others for bitterness taste
(see beer school I – Brewing Ingredients for more detail)
Hops are also related to the Cannabis family – grow very rapidly on vines feet high.
The hop essence found under the leaves of the hop flower provide the needed elements to the beer.
Most brewers today use palletized hops (opportunity to show/ smell palletized hops)

15. Beer Ingredients - Yeast
Yeast is a living organism
responsible for fermentation
Used to convert sugars to alcohol
Top fermenting - ale yeast
Bottom fermenting - lager yeast
Millions of tiny living cells are used to produced each ml. of beer (12 million)

16. Other Ingredients Spices were used before hops to flavour the beer.
Examples would be juniper, coriander, spruce….orange peel - e.g. coriander and orange peel are added to Hoegaarden
Other Grains or sugar alternatives:
a cereal grain or sugar added to lighten the body and taste of the beer
Examples would be rice in Budweiser, corn syrup in Labatt Blue

17. Pop Quiz #3 “What is the most essential ingredient in beer?”
“What ingredient gives beer its spice?”
“Beer is made up of 90% of which ingredient?”
“What is yeast responsible for in the brewing process?”

18. Beer Tasting
“What are the four taste sensations of the tongue?”
TASTE
How does it taste? Is it bitter (hoppy) or is it sweet (malty)?
APPEARANCE
How does it look? Is it clear,cloudy, amber or dark?
AROMA
Smell the aroma. Does it smell fruity or spicy?

19. Beer Tasting The beer must be at its ideal temperature.
Make sure the beer is served in its corresponding glass.
Pour the beer delicately and move the glass progressively away from the bottle while it fills.
Observe the colour of the beer and distinguish subtleties of colour in comparison to other beers.
Appreciate the bouquet by inhaling and try to identify the particulars of the aroma.
Take a sip and make sure the beer comes into contact with all regions of the tongue that are sensitive to different flavours.
Appreciate the aftertaste (whether it is strong or soft). The flavours in aftertaste can be quite different than the ones that dominated in the taste of the beer.

20. Lagers Beer Taste Profiles
(equate white wine pairing with lager pairing)
White Meat
Mild flavored seafood
mussels,scallops, halibut
Mild flavored fowl
chicken, game hen, turkey

21. Ales Beer Taste Profiles Red Meat
(equate red wine pairing with ale pairing)
Red Meat
Beef, Lamb, Game
English Pub Food
Shepherd’s Pie
Steak & Kidney Pie
Bangers & Mash!!
French Tortiere!

22. Food & Beer Pairing Hoppiness in Beer is equal to the acidity in wine
pair spicy or oily foods (deep fried) with a “hoppier” or more bitter grassy tasting beer.
Remember regional cuisine when pairing beer and food
Nations which consume a lot of beer generally have national cuisine that pairs well with regional beers
Ex: German pilsner (I.e. Beck’s) and bratwurst
Beer & Dessert
when pairing beer with dessert keep the beer a little sweeter than the dessert.
One exception to the Beer and Dessert comment would be Guinness and ice Cream. Guinness and Ice Cream makes a very tasty dessert.

23. Food & Beer Pairing PLUS There are always exceptions to the rule!!
Alexander Keith’s I.P.A. is an ale but is the perfect compliment to lobster and other mild flavoured seafood.

24. Brand Profiles Budweiser Bud Light Alexander Keith’s IPA Stella Artois
Over the next few slide insert brand profiles relevant to the POC where the training is being conducted
Include which foods would best complement that brand
Include a graphic of each brand next to their profiles

25. Budweiser Country of Origin: United States “World's #2 Selling Beer”
“The King of Beers”
Brewed with the strongest commitment to quality, tradition and excellence
Slightly fruity aroma with a smooth, clean finish
Matches well with North American style foods, especially spicy flavours or BBQ
5.0% alcohol by volume
135 calories / 10.1 gms of carbohydrates
Historical/Cultural Significance:
Introduced into Canada by Labatt in first U.S. beer brewed under license in Canada
Uniquely brewed lager since 1876, with a beechwood aging process (for over 125 years) resulting in a crisp, clean, delicate taste
Bud is the largest brand in Canada and the second largest in the world.
In Canada, Budweiser holds the rights to the following properties: NFL, Super Bowl, F1, FIFA World Cup.
In 2007, Super Bowl XLI takes place in Miami.
Beechwood aging is used to enhance the aging process and produce additional natural carbonation. Beechwood chips are added at the bottom of the Ageing Tank to provide more surface for yeast to come in contact with the beer.
A-B uses 2-row and 6-row barley malt in the production of Budweiser.
8 – 10 varieties of hops are used in the production of Budweiser.
Rice is used to lighten both the colour and taste of the beer.
Budweiser is crafted using a second fermentation and extra aging – a method called Krausening to mature the flavour of the beer. Krausening is a traditional, natural way of carbonating beer and also provides a smooth taste, making it easier to drink.
The distinctive banana aroma and flavour comes from the Budweiser yeast strain.
Bud uses the finest Willamette hops from the Yakima Valley in Washington.
Bud became the largest selling beer in the world since 1957.
Budweiser reached the 1,000,000 barrel mark in 1901.
The company was founded in St. Louis by Adolphus Busch who then married Lilly Anheuser.
A-B ships canned brewing water to areas in the US hit by disaster.
The unique ingredients and processes used to create Budweiser make it the most expensive beer produced by Labatt.
The Canadian marketing team is responsible for the upside down crown as a symbol for the King of Beers.

26. Bud Light Country of Origin: United States
“#1 Selling Light Beer in the World”
Renowned for it’s crisp, clean, delicate flavour
Matches well with North American style foods, especially spicy flavours or BBQ .
4.0% alcohol by volume
110 calories / 7.9 gms of carbohydrates
Historical/Cultural Significance:
Introduced in 1986
Labatt was the first brewery outside the U.S. to produce Bud Light
#1 Beer in the U.S. and #1 in the world
Uniquely brewed with a beechwood aging process for over 125 years
Bud Light can be described as “Smooth and Refreshing”
A-B introduced Bud Light in It was introduced in Canada in 1986.
Bud Light is the official sponsor of the NHL
Bud Light is associated with NFL, Super Bowl, NHL, Toronto Blue Jays and Rodeo.
Cdn stats: Bud Light’s volume grew by over 50% in it’s best performance is in New Brunswick, where it is ranked as the #3 beer, with a market share of over 10%.
Bud Light grew over 150,000 hL in 2006 and sold 538,000 hL (40% growth vs. 2005).
The light beer category is the fastest growing beer category in the US
Both Bud and Bud Light have a distinguishing banana aroma
A-B is the largest purchaser of rice in the US
Most recently associated with the Bud Light Institute.
Adolphus Busch’s first son was named August
Anheuser-Busch was founded in 1876 and still makes its home in St. Louis, Missouri
Bud Light’s new advertising slogan, launched in 2007, is “Go On Taste.”
Uniquely brewed with a beechwood aging process for over 125 years
The Beechwood aging process produces the ester responsible for the banana aroma

27. Alexander Keith’s Province of Origin: Nova Scotia
“Those who like it, like it a lot”
Known for its distinctive flavour, refreshing aroma and special pale colour
#1 selling domestic premium beer in Canada
5.0% alcohol by volume; BU between
145 calories / 11.7 gms of carbohydrates
Historical/Cultural Significance
Dates back to 1820 when Alexander Keith first established his Nova Scotia brewery
Approximately 60% of all draught in Nova Scotia is Alexander Keith’s
The Alexander Keith’s Nova Scotia Brewery (located on Water St) was restored in 2000
Every Keith’s outside of the home market is served in a new bottle, using only the finest ingredients, like cascade hops and Standard Pale Malt.
Alexander Keith was born on October 5 in Halkirk, Scotland in 1795
The brewery was purchased by the Oland Brewery in 1927
The Oland Brewery was purchased by Labatt in 1975
Keith did his training in England 1812 (age 17). Came to Halifax in 1817 worked for Charles Boggs Brewery Brewery outgrows Argyle St moves to Lower Water street Brewery survives Halifax Explosion.
In the early 1800’s, soldiers at Citadel Hill were rationed 1 gallon of beer per day
Alexander Keith’s Nova Scotia Brewery is the oldest working brewery in North America
A unique site in the Brewery is the groove in the North Arch, created when carts would rub their wheel hub on the third stone, every day.
Mr. Keith liked to be close to his work, so he built a tunnel joining Keith Hall to his Brewery.
Alexander Keith was the mayor of Nova Scotia 3 times in his life
Alexander Keith and his second wife Eliza had 9 children

28. Stella Artois Country of Origin: Belgium
“Europe’s Gold Standard Lager”
A bottom fermented blonde lager that has a full distinctive taste and is brewed with the finest barley and hops including Saaz hops from the Czech Republic.
A slight hoppy start ends with a smooth, clean finish
great with ‘moules and frites’, seafood, chicken, pasta dishes
5.2% alcohol by volume
135 calories
Historical/Cultural Significance:
Introduced in 1926 as a Christmas lager, Stella Artois’ history can be traced back to 1366 and the brewery Den Horen
#1 Premium Lager in the U.K.
Stella in latin means ‘Star’
Sebastien Artois became the master brewer of the brewery Den Horen in 1708 and purchased the brewery in 1717
The cartouche (frame) on the Stella logo is designed after Flemish architecture
Stella Artois is associated with Film Festivals around the world and is the sponsor of both the Cannes and Toronto Film Festivals
Stella Artois is brewed in Leuven, Belgium
The Stella Artois glass is designed for the following reasons; the curve at the top of the glass allows the delicate aromas to be focused at the top of the glass and stabilizes the foam head and the stem of the chalice allows the drinker to hold the glass while keeping the beer cold

29. Pop Quiz #4 “White wine is equivalent to which beer type?”
“Beef complements which beer type?”
“Which beer brand has a crisp, clean and delicately balanced flavour with minimal sweetness and fewer calories?”
“If a consumer orders Stella Artois what food item would you recommend?”

30. The Chalice glass & Pouring Ritual deliver a unique Brand experience
Chalice glass is the symbol of the brand !
It has both functional & emotional relevance for consumers
The angles at the bottom of the chalice glass cause a wave when the liquid is poured that positively effect the relation between the liquid and the gases.
Shape of glass positive for CO2 which enhances head retention and flavour.
Stem provides place to hold glass so beer stays cold longer.
The Chalice glass is unique in the lager category, supporting the discerning taste of the consumers who choose it
The chalice is the icon of the brand. It appears in all our communications. If we can, we will always embed the chalice glass into our print, television and digital communication.
The chalice is truly something that we own. It’s very unique and important for our brand.
The pouring ritual ensures product performance & delivers the theater for the consumer experience.

31. Stella Artois Pouring Ritual

32. Stella Artois Pouring Ritual

33. Stella Artois Pouring Ritual

34. Pop Quiz #5
“What is step 8 of the ritual? What happens at this step?”

35. Importance of Glassware
Glassware sets up the expectation for
What the consumer is about to receive
The glass is a great marketing tool but also
Enhances the experience of the beer
Glasses are the vessels that carry profit bearing
products and deliver satisfaction
and value to customers
Interface between your establishment
t and the patron.
Promoting glassware can drive customer profits.
Glassware is moving upscale, with a
European flare.
Beer consumers are concerned with presentation,
and appreciate high quality, unique glassware.
“Good glassware delivers better profits and profile
for your establishment”
Each glass has a distinctive shape designed to preserve the beer’s unique aroma and to help create the perfect, smooth head
Provides package differentiation for the consumer
Glassware is your display case for one of the world’s finest beverages. It is probably the biggest marketing tool in Belgium
Why is branded glassware important to your bar?
It provides package differentiation for the consumer
It makes your establishment standout from the competition
It creates excitement which is key to generating impulse purchases
When serving a beer to a customer, where should the logo on the glass be facing?
Toward the customer

36. The Role of Glassware
“Good glassware delivers better profits and profile for your establishment”
Glassware does a lot more than just hold beverages.
They not only package your product, they are the interface between your establishment and the patron.
Glasses are the vessels that carry profit bearing products and deliver satisfaction and value to customers.
Promoting glassware can drive customer profits.
Glassware is moving upscale, with a European flare.
Beer consumers are concerned with presentation, and appreciate high quality, unique glassware.

37. Handling Glassware DO’S DON’TS
Always transport glassware by holding the lower half.
Handle glassware gently.
Remove cracked or chipped glassware from service.
Always serve Stella Artois in a chalice glass
DON’TS
Never hold glassware in bouquets.
Never stack glasses.
Never store glassware in overhead racks.
Avoid glass contact with beer tap.
Never put silverware into glasses.
Never use beer glasses for any other beverages.

38. Pop Quiz #6
“Why is it important to use branded glassware when delivering a beer to a consumer?”
“What is the proper way to handle glassware?”
“What is the proper way to clean glassware?”
“Looking at the branded glassware, what makes each glass unique?”

39. Responsible use Promote safe and responsible enjoyment of beer
Remember to adhere to Responsible Use guidelines and procedures
Speak to your Manager if you have any questions about Responsible Use