BEER IN

AMERICA
&
FOOD AND
BEER
TA S T I N G : W H E AT S , S O U R S , & C I D E R S
 EARLY AMERICAN BEER HISTORY
• 1587 – Virginia Colonists in Jamestown successfully brew a beer from corn
• 1609 – A “Help Wanted” ad is taken out in a London paper for a brewer in Virginia
• 1612 – First Brewery in America is built in New Amsterdam by the Dutch
• 1757 – George Washington has a brewhouse – records recipe of “small beer”
• 1829 – Yuengling starts his brewery in Pottsville, Pennsylvania – is the oldest brewery
still operating in the USA today
• 1840 – Lager yeast first brought to America
• Late 19th Century – German immigrants begin brewing
in the US: Busch, Pabst, Coors, Miller, Schlitz, etc.
• 1862 – first excise tax on beer enacted to help fund the
Civil War; was supposed to be temporary, but still exists
• 1873 – Record 4131 breweries in the US – THIS
RECORD IS NOT BROKEN UNTIL 2015!!!
 MORE AMERICAN BEER HISTORY
• 1919 – The Volstead Act – the 18th Amendment - PROHIBITION
– During Prohibition breweries get by making
“near” beer (<.5%), soda, ice cream, dyes,
malt extract, pottery!
• 1933 – 21st Amendment ends Prohibition
– Within a year – only 756 breweries reopen
– Three tiered system rules put into place –
this favors large, shipping breweries with
access to transportation
• 1935 – Canned beer first made by Kruger
• WWII:
– grain rationing limits availability of malt for brewers
– Military lifts alcohol ban; troops given low abv, light lager
MODERN AMERICAN BEER HISTORY
• Post WWII – continued consolidation; the rise of the pale, light lager
– 1950s-1970s: the race to the bottom – low quality, lower prices. Generic Beer!
– 1975 – Miller introduces its “Lite” brand
– By 1980, only 101 breweries left in the US
• Craft Beer beginnings
– 1965 – Fritz Maytag buys Anchor Brewing (Father of
American Craft Brewing)
– 1976 – Homebrewer Jack McAuliffe starts New Albion
Brewing – inspires today’s craft beer icons: Sierra Nevada,
Sam Adams, etc.
– 1978 – Carter signs law legalizing homebrewing in the US
• 90% of today’s professional brewers started out as homebrewers
– 1980 – 8 craft breweries are operating in the US
WHAT IS CRAFT BEER?
The Brewer’s Association is the trade organization for America’s
craft brewers.
To be considered a “Craft Brewer” by the Brewer’s Association, a
Brewery MUST be:
• Small:
• Annual production of 6 million barrels or less
• Independent:
• Less than 25% of the craft brewery is owned or controlled by
a beverage alcohol industry member which is not itself a craft
brewer
• Traditional:
• A brewer which has a majority of its total beverage alcohol
volume derived from traditional or innovative ingredients.
Flavored Malt Beverages are NOT considered Beers
WHAT IS CRAFT BEER?
THE RAPID RISE OF US CRAFT BEER
 Since 1994, craft breweries in the US have grown by 5,729!

Source: Brewer’s Association- https://www.brewersassociation.org/statistics/number-of-breweries/

2017 TOP CRAFT BREWERIES
Rank Brewery Location
1 D.G.Yuengling and Son Pottsville, PA
2 Boston Beer Co. (Sam Adams)* Boston, MA
3 Sierra Nevada Brewing Co. Chico, CA
4 New Belgium Brewing Co. Fort Collins, CO
5 Duvel Moortgat CA, MO, NY
6 Gambrinus (Shiner) TX/CA/OR
7 Bell’s Brewery, Inc. Comstock, MI
8 Stone Brewing Co. Escondido, CA
9 CANarchy+ CO/FL/UT/MI
10 Deschutes Brewery Bend, OR

Source: https://www.brewersassociation.org/press-releases/brewers-association-releases-2017-top-50-brewing-companies-by-sales-volume/
2017 TOP OVERALL BREWERIES
Rank Brewery Location
1 Anheuser-Busch, Inc. St. Louis, MO
2 MillerCoors Chicago, IL
3 Constellation Brands Chicago, IL
4 Heineken White Plains, NY
5 Pabst Brewing Co. Los Angeles, CA
6 D.G.Yuengling & Son Pottsville, PA
7 North American Breweries Rochester, NY
8 Diageo Norwalk, CT
9 Boston Beer Co. Boston, MA
10 Sierra Nevada Brewing Co. Chico, CA
Source: Brewer’s Association Top 50, https://www.brewersassociation.org/press-releases/brewers-association-releases-2017-top-50-brewing-companies-by-sales-volume/
THE US BEER MARKET TODAY:
BY THE NUMBERS
TOP BEERS IN AMERICA - 2017
Despite the rise in craft,
America still loves its light lagers
– Bud Light, Coors Light, and
Miller Lite are the top 3 beers
sold off-premise in the US.

For the first time since Beer

Marketer’s Insights began
tracking the top beers in the US
(1977), Budweiser is NOT in the
top 3!

But beer as a whole is losing

market share to wine and spirits

Source:
https://www.usatoday.com/story/money/food/2018/01/23/budwei
ser-falls-top-three-u-s-beer-favorites/1057374001/
IF YOU CAN’T BEAT ‘EM, BUY ‘EM
• Infographic shows
brewery landscape at
end of 2014

• Large Macro Brewers

losing share to craft;
buy craft breweries
to gain share/shelf
space

• Craft Brewers
looking for
succession plans
and/or capital to
expand
 M&A IN 2015

Source:
Vinepair https://www.porchdrinking.com/articles/2016/01/06/vinepair-infographic-shows-2015-acquisitions/
WHAT CRAFT BEERS ARE WE CONSUMING?

IPAs are the #1 Craft Beer Style in the US, 25% of the total craft market!
Source: https://www.trinitybrandgroup.com/wp-content/uploads/2017/10/InfoGraphics_TopTenCraftBeerStyles_HR.jpg
BEER AND FOOD
S O M E PA I R I N G G U I D E L I N E S
PAIRING PRACTICES
Beer and Food Pairing looks at three main pairing practices:
• Complement
– Flavors in beer/food that MATCH each other
• Porters/Stouts with Chocolate
• Contrast
– Flavors in beer/food that intensify or suppress each other
• Porters/Stouts with Oysters (Salty and Sweet/Roasted)
• Cut
– Flavors that cleanse the palate
• Hop bitterness cut the fat off the palate
PAIRING PRACTICES - INTENSITY
Common Rule of Thumb: “Match Strength with Strength”
• Pair delicate dishes with lighter craft beers; pair strongly flavored dishes with
more assertive craft beers
• Examples of Intensity:
– ABV strength
– Malt Profile
– Hop Impact
– Sweetness
– Body
– Acidity
FINAL EX AM
REVIEW
 FINAL EXAM REVIEW
• Exam – 50 Questions, each question is worth 2 points each
– 25 multiple choice/True & False
– 25 Fill in the Blank
– 5 extra credit questions (1 point each)

• Review highlighted info on each beer lecture

• Quiz with answers will be posted on Blackboard!

– Many of these questions will be recycled/adjusted
 FINAL EXAM REVIEW
Know definitions of:
• ABV • Trappist Beer
• Wort • Dry-Hopping
• Bottle Conditioning • Craft Brewery
• Turbidity • Attenuation

Know difference between Ales and Lagers

• Ales ferment at WARM temperatures with TOP fermenting yeast
• Lagers ferment at COLD temperatures with BOTTOM fermenting yeast
FINAL EXAM REVIEW
Other Key Topics
• Brewing Ingredients
• Proper serving temperature of beer
• 4 Essential Qualities of Beer
• Cans vs. Bottles
• Beer Pasteurization & Filtration
• Highlighted beer flaws
• Casks/Kegs/Firkins
• IBUs and Perceived Bitterness
• Spices in Wheat Beers
• Largest Breweries in the US
• Prohibition
 T I M E TO TA S T E !

WHEAT BEERS
AND
CIDERS
WHEAT YOU TALKIN’ BOUT, WILLIS?

Beer as a Second Language:

• Weis, Weiss, Weisse – White – German
• Wit/Witte – White – Dutch
• Weizen – Wheat – German
• Hefe – Yeast – German
 GERMAN WHEAT BEERS
• Reinheitsgebot – German Purity Law – Only Barley, Hops, Water in Beer!

• So how did the Germans become famous for Hefeweizen?

• The Royals had a fondness for Weissbier, and so an exception was made to the
Reinheitsgebot to allow ONE brewery (owned by the Royals, naturally) to
brew the Weissbier in Bavaria

• They control Brewing for 300 years – until the market dries up

• 1872 – George Schneider negotiates the rights to the

remaining Weis breweries - Still brews today!
 BELGIAN WHEAT BEERS
• Style is about 400 years old
• Coincidentally, same time Dutch start bringing back exotic spices from
Asia
• Orange Peel and Coriander are classic spices in Witbier

• By late 1800’s Witbiers are mostly made near Leuven –

Hoegaarde (nearly 40 breweries in a hamlet!)
• Like in Germany – style loses its appeal, by 1940 –
only one brewery left – that closes in 1955
• Pierre Celis (used to work at a Hoegaarde brewery)
decides to revive the style. Starts a brewery called
Brouweij Celis. Creates a witbier, named Hoegaarden.
• Decides to open a brewery in America – chooses
Austin, TX – water similar to that in Hoegaarde;
Creates Celis White.
CIDERS
History of Hard Cider in the US
Early English settlers:
• Barley was tricky to cultivate, but they had plenty
of apples – FERMENT AWAY!
• Safer to drink than some drinking water
• 1841 – William Henry Harrison campaigns on Log
Cabins and Hard Cider
• 1920 – the VOLSTEAD ACT – Prohibition
• Kills all alcohol consumption
• Also limited amount of non-alcoholic cider an
orchard could produce
• Prohibitionists burn down many orchards – all
in the name of temperance
• 1991 – Vermont Hard Cider - Woodchuck
• 2014 – Hard Cider grows +75% in the grocery channel
Schneider Weisse
• Founded in 1872 by Georg Schneider
• First “commoner” to be allowed to brew wheat beer
• Originally located in Munich, during WWII the brewery was
destroyed.
• Now in Kelheim, Germany
• Style: Hefeweizen
• ABV: 5.2%
• IBU: 14
From the Brewery:
“a bright wheat beer with the original Schneider Weisse aroma, full-
bodied and intensive. Its mild freshness is reviving and lifts the senses.
The perfect companion for daydreaming on a summer's afternoon -
Bavarian zest for life!”

• $4.99/16.9oz Bottle
 Hoegaarden
• Named for the Village of Hoegaarden in the Flanders region of Belgium
• Wheat brewing dates back to 1445
• In 1957, last local brewery closes its doors
• Pierre Celis – a local milkman, once helped with brewing decides
to open his own brewery in 1967.
• 1985 – fire at the brewery; Interbrew (now InBev) loans money to
help them rebuild; Celis feels pressured by Interbrew to change
recipe – sells brewery to them instead
• Moves to Texas and opens Celis Brewery (later sells to Miller)
• Hoegaarden White
• Belgian White (Witbier)
• Brewed with Coriander and Curacao Orange Peel
• ABV: 4.9%; IBU: 13
• Spicy, Clove, Citrusy, Lemony with a low bitter crisp body
• $9.49/6Pk
 Harpoon Raspberry UFO
• Brewery: Harpoon Brewing - Boston, MA/Windsor,VT
• Founded in 1987 in Boston, MA by three friends
• Harpoon became employee owned in 2014.
• Beer: UFO Raspberry
• (UFO stands for UnFiltered Offering)
• Style: Hefeweizen with Raspberries
• ABV: 4.8%
• IBU: 10
• Uses natural raspberry flavoring
• “Delightfully sweet and slightly tart”
• $8.99/6pk
Dogfish Head Sea Quench
Brewed by Dogfish Head Craft Brewery, Milton DE

• Sea Quench originally released in 2016

• Style: Sour Ale

• A cross between a Kolsch (crisp), Gose (salty),
and Berliner Weiss (tart)
• Brewed with black limes, sea salt and sour lime juice

• ABV: 4.9%
• IBU:10

• “May be the world’s most thirst-slaying beer.” - Men’s Health

• $10.99/6pk 12oz Cans

Downeast Cider – Original Blend
Downeast Cider House, East Boston, MA
• Started in 2011 by two seniors at Bates
College in Maine
• Were making cider as a hobby (their
friend’s family owned an orchard –
so they had lots of apples)
• Were also studying for the GMAT,
and then realized they wanted to
make cider full time
• So. they. did.
• Downeast ciders are fresh-pressed and
unfiltered
• Original Blend uses Red Delicious,
McIntosh, Cortland and Gala Apples
• ABV: 5.1%
• $7.99/4pk cans
Graft Gose Cider
Graft Cidery, Newburgh, NY
• Started in November 2016

Where Secrets Lie Gose Cider

• Rotating brand
• Made with Lavender, Hibiscus and Pink Sea Salt
• Fermented with wild Brett yeast founder Klye
Sherrar found on an apple tree in New Paltz
• Had it cultivated by a lab for cider prodction/
• Unfiltered
• No sulfites or added sugars
• ABV: 6.9%

• $10.99/4pk 12oz cans