Chapter 8 - Beer. 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. | © 2011 John Wiley and Sons, Inc. All Rights Reserved CHAPTER 8 BEER © 2011 John Wiley and Sons, Inc. All Rights Reserved © 2011 John Wiley and Sons, Inc. All Rights Reserved 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. THIS CHAPTER WILL HELP YOU 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 | © 2011 John Wiley and Sons, Inc. All Rights Reserved CHAPTER 8 BEER © 2011 John Wiley and Sons, Inc. All Rights Reserved © 2011 John Wiley and Sons, Inc. All Rights Reserved 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. THIS CHAPTER WILL HELP YOU 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. © 2011 John Wiley and Sons, Inc. All Rights Reserved 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. © 2011 John Wiley and Sons, Inc. All Rights Reserved 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. © 2011 John Wiley and Sons, Inc. All Rights Reserved TRENDS IN THE DOMESTIC BEER MARKET Macrobrewers’ mainstream product lines now appears on brewpub menus: lawnmower beers. To reinforce brand image, . macrobreweries spend millions
