1. Introduction to Hospitality, 6e
and
Introduction to Hospitality Management, 4e
John R. Walker
Beverages
Chapter 5

2. Wine Wine is fermented juice of grapes May be classified several ways
Light beverage wines (white, rose, and red)
Sparkling wines (best quality is champagne)
Fortified wines (Sherry, Port, and Madeira)
Brandy or wine alcohol is added
Aromatic wines (Vermouths and aperitifs)
Flavored with herbs, roots, flowers, and barks

3. Light Beverage Wines
White, red, or rose table wines are “still” (no carbonation), light beverage wines
In the United States, the premium wines are named after the grape variety, such as chardonnay and cabernet sauvignon

4. Sparkling Wines
Champagne, sparkling white wine, and sparkling rose wine
Champagne goes through a second fermentation in the bottle itself—this process is known as methode champenoise
Champagne only comes from the Champagne region of France
By law, Champagne only comes from the Champagne region of France

5. Fortified and Aromatic Wines
Fortified wines…Sherries, ports, Madeiras, and Marsalas have brandy or wine alcohol added for extra alcohol content. They are also sweeter than regular wines
Aromatic wines…are flavored with herbs, roots, flowers, or barks. They may be sweet or dry.

6. The History of Wine
The very first records about wine making date back about 7,000 years
The Greeks received the vine from the Egyptians, and later the Romans contributed to the popularization of wine in Europe
The wines of yesteryear were drunk when they were young and likely to be acidic and crude
The most important winemaking grape variety is the vitis vinifera.

7. Making Wine
Wine is made in 6 steps: Crushing, fermenting, racking, maturing, filtering (fining and clarifying), and bottling
Red wine gains its color during the fermentation process from the coloring pigments of the red grape skins

8. Matching Wine with Food
White wines:
Poultry, fish, and egg entrees
Red wines:
Any game or red meat
Sparkling wines:
Any course—from dry to sweet
The heavier the food, the heavier the wine
Champagne can be served throughout a meal
When a dish is cooked with wine it is best served with that wine
Sweet wines should be served with foods that are not too sweet

9. Major Wine-Growing Regions
Europe
France
Bordeaux and Burgundy
Champagne and Cognac
Italy
Chianti
Germany
Riesling
Spain
Sherry
Portugal
Port
America
California
North and Central Coast
Napa and Sonoma
Great Central Valley
Southern California
New York
Oregon and Washington
Canada
Australia
South America
South Africa

10. How to Read a Wine Label Labeling varies from country to country
In the U.S. wines are typically labeled by their varietal grape and include the name of the region
In Europe, wines tend to be labeled regionally

11. Wine and Health A glass of wine may be beneficial to your health
60 Minutes focused on a phenomenon called the French Paradox
The French eat 30 percent more fat than Americans, yet they suffer fewer heart attacks than Americans. Ironically, the French drink more wine than people of any other nationality—about 75 liters per person a year.
Wine attacks platelets and wine’s flushing effect removes platelets from the artery wall.

12. Sustainable Wine Production
Organic is a term given to environmentally friendly methods that use no chemicals or pesticides.
Sustainability is defined as a holistic approach to growing and food production that respects the environment, the ecosystem, and even society.

13. Beer
Beer is a brewed and fermented beverage made from malted barley and other starchy cereals and flavored with hops
Beer is a generic term for a variety of mash-based, yeast-fermented brewed malted beverages that have an alcohol content mostly between 3.8 and 8 percent.
The term “beer” includes lager, ale, stout, and pilsner

14. The Brewing Process The brewing process begins with water
Next, grain is added in the form of malt (barley that has been ground to a course grit)
The grain is germinated, producing an enzyme that converts starch into fermentable sugar—the yeast is the fermenting agent
The malt then goes through a hopper into a mash tub—which is a large stainless steel or copper container
Here the water and grains are mixed and heated

15. The Brewing Process
The liquid is now called wort and is filtered through a mash filter or lauter tub
This liquid then flows into a brewing kettle where hops are added, and the mixture is boiled for several hours
The hop wort is filtered through the hop separator, or hop jack, and is pumped through a wort cooler flowing into a fermenting vat where pure-culture yeast is added for fermentation
The brew is aged for a few days prior to being barreled for draught beer or pasteurized for bottled or canned beer

16. Organic and Craft Beers, Microbreweries, and Brewpubs
The USDA established the National Organic Program in 1997
Brewers methods for reducing their ecological footprint are using various techniques such as:
Efficient brewhouses
Water treatment reducing water usage
Recycling all paper products
Many other ecological practices

17. Spirits Liquid that has been fermented and distilled
Spirits are usually consumed before or after a meal
They are` served straight or neat, mixed with water, soda, juice, or cocktail mixes
Distilled spirits are made from a fermented liquid
Proof is the liquor’s alcohol content
In the U.S., proof is two times the percent of alcohol

18. Whiskies
Generic name for the spirit first distilled in Scotland and Ireland centuries ago
Made from a fermented mash of grain to which malt, in the form of barley, is added
Scotch Whisky: Smokey Kilns
Irish Whiskey: Not dried, milder
Bourbon Whisky: Corn mixed with rye
Canadian Whisky: From corn

19. White Spirits Gin: Rum: Tequila: Vodka: Made from juniper berries
Light is from sugarcane
Dark is from molasses
Tequila:
Agave tequilana—a type of cactus
Vodka:
Barley, corn, wheat, rye, or potatoes
Lacks color, odor, and flavor

20. Other Spirits
Brandy:
Distilled from wine in a fashion similar to that of other spirits
Cognac:
Regarded as the best brandy in the world
Only made in the Cognac region of France—where the chalky soil and humid climate combine with special distillation techniques
Cocktails:
Drinks made by mixing two or more ingredients resulting in a blend that is pleasant to the palate—with no single ingredient overpowering the others

21. Cocktails
The first cocktails originated in England during the Victorian era, but it wasn’t until the 1920’s and 1930’s that cocktails became popular.
Cocktails are made by mixing two or more ingredients resulting in a blend that is pleasant to the palate
Wine, liquor, or juices
Cocktails can stimulate the appetite or provide the perfect conclusion to a fine meal

22. Non-alcoholic Beverages
Overall consumption of alcohol has decreased in recent years, with spirits declining the most
Nonalcoholic Beverages include:
Nonalcoholic beer and wine
Coffee
Tea
Carbonated soft drinks and energy drinks
Juices
Bottled water

23. Bars and Beverage Operations
Bar Setup:
Physical setup of the bar is critical to its overall effectiveness
Each station should have everything it needs to respond to most, if not all, requests
Inventory Control:
The better the control system, the less likely it is that there will be a loss
The beverage operation manager needs to establish what the expected results will be

24. Bars and Beverage Operations
Beverage Management Technology:
Technology for beverage management has improved with products from companies such as:
Scannabar and AZ Bar America POS
Personnel Procedures:
Procedures for screening and hiring bar personnel
Employees must be experienced in bartending and cocktail serving and also must be honest

25. Restaurant and Hotel Bars
In restaurants, the bar is often used as a holding area to allow guests to enjoy a cocktail or aperitif before dinner
The profit margin from beverages is higher than the food profit margin
Bars carry a range of each spirit, from well (least expensive) to call (most expensive) packages
Most bars operate on some form of par stock level, which means that for every spirit bottle in use, there is a minimum par stock level of one, two, or more bottles available as a backup

26. Nightclubs
A popular place to go to get away from the stresses of everyday life for a long time
A risky business
Requires a considerable time commitment
Owners should study demographics, market attitude, and social dynamics
A new concept is critical to success

27. Brewpubs and Microbreweries
Combination brewery and pub or restaurant that brews its own fresh beer on-site to meet the taste of local customers
Produces a wide variety of ales, lagers, and other beers—the quality of which depends largely on the quality of the raw materials and the skill of the brewer

28. Sports Bars Geared toward a more diverse base of patrons
People’s tastes have changed, causing sports bars to now offer a more diverse menu
More family oriented:
Now offering games and family-friendly menus
Satellite television coverage of the top sporting events helps sports bars to draw crowds

29. Coffee Shops
Originally were created based on the model of Italian bars
Students as well as businesspeople find coffeehouses a place to relax, discuss, socialize, and study
Wireless cafes offering Internet accessibility are a recent trend in the coffeehouse sector

30. Liquor Liability and the Law
The bar is liable if:
They serve a minor.
They serve a person who is intoxicated.
Dram shop law:
Made owners and operators of drinking establishments liable for injuries caused by intoxicated customers
Some states have reverted back to the eighteenth-century common law which removes liability from vendors except in cases involving minors

31. Trends The comeback of cocktails Designer bottled water Microbreweries
More wine consumption
Increase in coffeehouses and coffee intake
Increased awareness and action to avoid irresponsible alcoholic beverage consumption
An increase in beverages to attract more female participation
An increase in the number and variety of “energy drinks”

32. The End