By Michael Larson

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This presentation will focus on getting you the tools you need to sell more beer and make better tips.

We are going to be focusing on the beers we have available at our store and the differences between them, specifically the 2-2-2 rule that you can use to recommend a beverage to your guest.

*Remember, the point of learning about beer is to become a better salesperson to your guest. You personal feelings on these styles are irrelevant.

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ABV- Alcohol by volume. This is a measurement of the percent of alcohol present in a volume of liquid.

Fermentation- The reaction of the yeast consuming the sugars in wort in the case of beer. This process creates alcohol and carbon dioxide.

Hops- Hops come from the Humulis Lupulus plant or vine. Cousin of Marijuana, gives the beer its bitterness.

IBU- International Bitterness Unit. It is a number that rates the bitterness of beer. The higher the IBU the more bitter the beer. Scale of 1-100.

Imperial- A beer which is stronger than the typical base style.

Session A beer which is less strong, can sit down for a Session.

Wort Wort is beer before it becomes beer. After you boil the ingredients together that mixture is called wort.

Yeast Yeast is what makes the alcohol in beer. Yeast eats the sugars in the wort and gives of alcohol and carbon dioxide.Key Terms

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How Its Made

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How Its Made

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How Its Made

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Beeris one of the oldest beverages humans have produced, dating back to at least the fifth millennium BC.3900 years ago the Sumerians honored Ninkasi, the Goddess of beer

Brief History of Beer

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ProhibitionTook place from 1920-1933Alcohol made illegalAll breweries were shut downAfter prohibition ended, only the ones with biggest most money could restartMiller, Coors, Anheuser-Busch

Before prohibition over 3,000 breweries existed in the U.S.The government intentionally poisoned certain alcohol supplies (eugenics)Only 160 breweries made it out of the 18th amendmentThere is an ancient Celtic axiom that says Good people drink good beer. Which is true, then as now. Just look around you in any public barroom and you will quickly see: Bad people drink bad beer. Think about it.

-Hunter S. Thompson

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2-2-22-2-2 refers to the sales tactic of Domestics, Crafts, and Imports. Every beer falls in to one of these 3 categories.

Domestic: The big ones, Miller/Coors, and Anheuser-Busch.Craft: Anything made in the U.S. that isnt Domestic (Sam Adams, New Belgium, Elysian)Import: Anything made outside the U.S.. These can vary in styles greatly (Heineken, Guiness, Modelo)

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For every beer category, there are subcategories. They range greatly in style and taste.

American AlesAmerican Amber / Red AleAmerican BarleywineAmerican Black AleAmerican Blonde AleAmerican Brown AleAmerican Dark Wheat AleAmerican Double / Imperial IPAAmerican Double / Imperial StoutAmerican IPAAmerican Pale Ale (APA)American Pale Wheat AleAmerican PorterAmerican StoutAmerican Strong AleAmerican Wild AleBlack & TanChile BeerCream AlePumpkin AleRye BeerWheatwineBelgian / French AlesBelgian Dark AleBelgian IPABelgian Pale AleBelgian Strong Dark AleBelgian Strong Pale AleBire de Champagne / Bire BrutBire de GardeDubbelFaroFlanders Oud BruinFlanders Red AleGueuzeLambic - FruitLambic - UnblendedQuadrupel (Quad)Saison / Farmhouse AleTripelWitbier

English AlesBaltic PorterBraggotEnglish BarleywineEnglish BitterEnglish Brown AleEnglish Dark Mild AleEnglish India Pale Ale (IPA)English Pale AleEnglish Pale Mild AleEnglish PorterEnglish StoutEnglish Strong AleExtra Special / Strong Bitter (ESB)Foreign / Export StoutMilk / Sweet StoutOatmeal StoutOld AleRussian Imperial StoutWinter WarmerFinnish AlesSahtiGerman AlesAltbierBerliner WeissbierDunkelweizenGoseHefeweizenKlschKristalweizenRoggenbierWeizenbockIrish AlesIrish Dry StoutIrish Red AleRussian AlesKvassScottish AlesScotch Ale / Wee HeavyScottish AleScottish Gruit / Ancient Herbed AleLager Styles American LagersAmerican Adjunct LagerAmerican Amber / Red LagerAmerican Double / Imperial PilsnerAmerican Malt LiquorAmerican Pale LagerCalifornia Common / Steam BeerLight LagerLow Alcohol BeerCzech LagersCzech PilsenerEuropean LagersEuro Dark LagerEuro Pale LagerEuro Strong LagerGerman LagersBockDoppelbockDortmunder / Export LagerEisbockGerman PilsenerKellerbier / ZwickelbierMaibock / Helles BockMrzen / OktoberfestMunich Dunkel LagerMunich Helles LagerRauchbierSchwarzbierVienna LagerJapanese LagersHapposhuJapanese Rice LagerHybrid Styles Fruit / Vegetable BeerHerbed / Spiced BeerSmoked Beer

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Overwhelmed?

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DONT WORRYYou dont have to know all of these styles, our store only has a few of them, so its only important to know the difference between the styles we carry.But also make sure to remember that if someone asks for a weird type of beer youve never heard of before, it might be real!

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Ale Ales are beers made with top fermenting yeast. They typically are fermented between 68-75F. Ales absorb some of the byproducts from the fermentation which cause can a fruity or estery nose or flavor.

Brown ale A British-style, top-fermented beer which is lightly hopped and flavored with roasted and caramel malt.

Cider - Alcoholic beverage made from the fermented juice of apples

IPA India Pale Ale. A strong, hoppy Pale ale. The style originated in Britain in the 19th century, hops are a natural preservative and were loaded in to keep the beer safe to drink once it got to English troops in India. They acquired the taste of the bitterness.

Lager Beer made with bottom fermenting yeast. Lager is fermented at lower temperatures and usually takes longer to ferment than ales. Since the fermentation is at low temperatures, the yeast byproducts are reduced and a cleaner more crisp beer is the result. Discovered by brewing in basements.

Stout/Porter - Stout is a dark beer made using roasted malt or roasted barley, hops, water and yeast

Basic Styles

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2-2-2 Continued

You need to pick 2 beers from each category and know these beers like the back of your hand.

Every server/bartender should have their specific 2-2-2 set in stone in order to sell beer effectively. The rule is that you know and suggest 2 domestic beers, 2 craft, and 2 imports.

I personally like to choose vastly different beers for each category, for example: Coors Light and Budweiser, Apocalypse and Mac & Jacks, and Guinness and Heineken.

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The brands of Beers we have available

Domestics

DraftAnheuser-BuschBudweiserBud LightMichelob UltraMiller/CoorsMiller LiteCoors Light

BottleBud LightBud Light LimeBud Miller LiteMGDCoors LightMichelob Ultra

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Craft Beers (On Tap)

Blue MoonPyramid HefeweizenPyramid SnoCap (Seasonal)Widmer Brothers HefeMack & JacksMannysSam Adams Boston LagerSam Adams Winter Lager (Seasonal)Sam Adams Rebel IPAElysian Mens Room Original RedElysian Dragonstooth Oatmeal Stout10 Barrel Apocalypse IPANew Belgium Slow Ride Session IPAAngry Orchard Crisp Apple CiderHoppy Bitch IPASierra Nevada Pale AleNinkasi Total Domination IPALagunitas IPAKona Big Wave Golden Ale

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Imports

DraftHeinekenNewcastle Brown AleGuinness StoutDos Equis LagerModelo EspecialStella Artois

BottleCoronaCorona LightModeloHeinekenHeineken LightPacificoGuinness Blonde

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Remember

Our taps are changing constantly, it is important to check back frequently to find out what is new on tap and how you can market it to your guests.

Popular Styles

Light Lagers

Light lagers are easy to drink, and popular for most demographics because the flavors are not complexRefreshing on hot days, thirst quenching Styles include Bud Light, Coors Light, Miller Lite, and Michelob Ultra

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Popular Styles

Hefeweizen

Low bitterness, characterized by cloudiness from unfiltered brewing process using mostly wheat instead of barley, and a lemon garnish.Also refreshing and a good gateway beer for people who are not into more complex flavors yet.Pairs well with fish and seafood, unfortunately for us!We have Widmer Brothers Hefe, Pyramid Hefeweizen, and Blue Moon (a Belgian White Wheat Ale)

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Popular Styles

IPA

The IPA is a very popular beer in the northwestCharacterized by the bitterness from heavy use of hops10 Barrel Apocalypse, Ninkasi Total Domination, Lagunitas IPA and Hoppy Bith to name a fewPairs well with spicy food (Wings duh!)

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Popular Styles

Stouts/Porters

Use of roasted barley or malt make it darker.Difference between them is that stouts are generally darker and use less water than portersNotes of Chocolate and Coffee. (Pairs with desserts!)Guinness Stout, Dragonstooth Oatmeal Stout, Irish Death

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How to Pour a Perfect Guinness

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