a refreshing look at beer by: jj cavanaugh and wes perry
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A Refreshing Look At Beer By: JJ Cavanaugh and Wes Perry. Introduction. Industry. Agenda. Types Of Beer. Consumption. Last Call. Introduction. Industry. Introduction. Types Of Beer. Consumption. Last Call. Fun Facts To Know. Introduction. - PowerPoint PPT PresentationTRANSCRIPT
A Refreshing Look At BeerBy: JJ Cavanaugh and Wes Perry
Agenda
2
Last Call
Introduction
Industry
Types Of Beer
Consumption
3
Introduction
Last Call
Introduction
Industry
Types Of Beer
Consumption
Source: Hub, Slash 4
• What’s the most expensive beer per bottle and its cost?
• What rank does beer hold in terms of most popular drink?
• What U.S. historical event would not have occurred without the aid of beer?
• What is the fear of an empty beer glass?
“Tutankhamen” $52
2nd behind tea
Pilgrims landing at Plymouth Rock
Cenosillicaphobia
Fun Facts To Know
Last Call
Introduction
Industry
Types Of Beer
Consumption
Source: Beer-FAQ
• Water– Best to use filtered or spring
• Yeast– Creates the alcohol in the beer– Two types of yeast: Ale and Lager
• Malt– Essentially barley grains about to sprout– Turned to mash before being entering brewing process– Acts as a catalyst for the fermentation process
• Hops– Adds bitterness, spicy flavoring, and aroma– Bacterial inhibitor and natural clarifying agent
Last Call
Introduction
Industry
Types Of Beer
Consumption
5
Essential Ingredients
Source: About 6
Annotated Timeline
Last Call
Introduction
Industry
Types Of Beer
Consumption
7
Industry
Last Call
Introduction
Industry
Types Of Beer
Consumption
Source: Beer Institute 8
U.S. Market Share For Brewers
Last Call
Introduction
Industry
Types Of Beer
Consumption
A-Busch50%
Miller-Coors29%
Crown5%
Heineken-USA4%
Pabst3%
Other9%
Source: Beer Serves
• Generated $33.5 trillion in business and personal taxes
• 553,000 total establishments– Retail (99.1%)– Wholesaler (0.6%)– Brewers (0.3%)
9
Economic Impact For 2010
Last Call
Introduction
Industry
Types Of Beer
Consumption
State Jobs Wages (Billions)
California 229,700 $ 10.5
Texas 146,000 $ 5.8
New York 99,200 $ 4.6
Georgia 59,300 $ 2.2
Montana 7,600 $ 0.2
Total U.S. 1,800,000 $ 71.2
Source: Brewers Association
• Brewery classification by barrels* per year produced – Large Brewery: > 6 million– Regional Brewery: 15,000 – 6 million– Microbrewery: < 15,000
• Other classifications– Brewpub is a restaurant brewery that sells 25% or more of
its beer on site– Contract brewing company outsources its beer production
to another company– Regional craft brewery is an independent brewery with
> 50% of its volume in malt beers
*1 barrel = 31 U.S. gallons
10
Market Segments
Last Call
Introduction
Industry
Types Of Beer
Consumption
Source: Brewers Association 11
Microbrew Growth By Year
Last Call
Introduction
Industry
Types Of Beer
Consumption
• Craft brewing industry grew 9.0% by volume in first half of 2010– Total U.S. beer sales declined 2.7% by volume
2006 2007 2008 2009 20101300
1350
1400
1450
1500
1550
1600
1650
1370
1424
1474
1525
1625
Number of Breweries
Avg
Num
ber O
f Bre
wer
ies
12
Types Of Beer
Last Call
Introduction
Industry
Types Of Beer
Consumption
Source: Epinions
• Characteristics– Light golden color– Moderate amount of malt taste and substantial hops taste– Alcoholic level of 4.0-5.0%– Pale body and crisp dry finish
• Examples– Sam Adams Golden Pilsner– Warsteiner– Pilsner Urquell
13
Pilsner
Last Call
Introduction
Industry
Types Of Beer
Consumption
Source: Epinions 14
Lager
Last Call
Introduction
Industry
Types Of Beer
Consumption
• Characteristics– Emphasizes the flavor of grain and yeast– Fermentation process lasts few weeks to months– Most popular beer in U.S.– Smooth flavor
• Examples– Yuengling– Shiner Bock– Budweiser
Source: Epinions 15
Ale
Last Call
Introduction
Industry
Types Of Beer
Consumption
• Characteristics– Fruity taste– Sharper taste than Lagers with more hop flavor– Should be served around 50 degrees– Uses top-fermenting yeast
• Examples– Sierra Nevada– Smithwick’s– Newcastle
Source: Epinions 16
Porter
Last Call
Introduction
Industry
Types Of Beer
Consumption
• Characteristics– Dark top-fermented beer– Alcoholic level of 4.5-6.0%– Full body taste that’s strong and malty– More filling and higher calories than the average beer
• Examples– Guinness– Sam Adams Honey Porter– Catamount Porter
Source: Epinions 17
Stout
Last Call
Introduction
Industry
Types Of Beer
Consumption
• Characteristics– Four types of stout
– Dry, milk, imperial, oatmeal– Typically flavored with coffee and chocolate– Darker, hoppier, and richer than a Porter– Brewed using roasted barley and a generous amount of
hops• Examples
– Murphy’s– Guinness Stout– Sam Smith’s Oatmeal Stout
18
Consumption
Last Call
Introduction
Industry
Types Of Beer
Consumption
Source: Beer Brewing 19
Demographics
Last Call
Introduction
Industry
Types Of Beer
Consumption
• Men typically favor domestic light beer• Women attracted more to specialty microbrews
– Attributed to the greater variety
Men80%
Women20%
Consumption Of Total Beer Volume By Gender
Source: Beer Institute 20
Gallons Consumed Per Person(2010)
Last Call
Introduction
Industry
Types Of Beer
Consumption
40.0 >
30.0 ≤ 34.9≤ 29.9
35.0 ≤ 39.9
21
Last Call
Last Call
Introduction
Industry
Types Of Beer
Consumption
• Beer has greater popularity than you might expect• The whole greater than the parts
– Type of beer can change dramatically based on use of ingredients
• More companies involved than just Budweiser or Miller-Coors– Industry as a whole greatly affects U.S. economy
• Men are not the only consumers of beer
22
More Than Meets The Tongue
Last Call
Introduction
Industry
Types Of Beer
Consumption
23
Drink Responsibly
Last Call
Introduction
Industry
Types Of Beer
Consumption
24
Questions
Last Call
Introduction
Industry
Types Of Beer
Consumption
25
Sources
Last Call
Introduction
Industry
Types Of Beer
Consumption
• http://hubpages.com/hub/beertriv• http://www.slashfood.com/2009/09/01/beer-trivia/• http://www.beer-faq.com/beer-ingredients/• http://beer.about.com/gi/o.htm?zi=1/
XJ&zTi=1&sdn=beer&cdn=food&tm=3&f=00&tt=14&bt=0&bts=0&zu=http%3A//www.beersweetbeer.com/beer_history.html
• http://www.beerinstitute.org/beerInstitute/files/ccLibraryFiles/Filename/000000000906/Industry%20Update%202008-Website.ppt
• http://www.beerservesamerica.org/economic/default.aspx• http://www.brewersassociation.org/pages/business-tools/craft-brewing-
statistics/market-segments• http://www.brewersassociation.org/pages/business-tools/craft-brewing-
statistics/number-of-breweries• http://www.epinions.com/content_1857265796• http://www.epinions.com/content_1669570692• http://www.epinions.com/content_1664655492• http://www.epinions.com/content_1428856964• http://www.epinions.com/content_1435017348• http://www.beer-brewing.com/beer-brewing/US_beer_industry/
beer_demographics.htm