Hospitality & Tourism , assignment #3

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C h a p t e r 5

Beverages

L E A r N i N G o B J E C T i V E S

after reading and studying this chapter, you should be able to:

• List and describe the main grape varieties.

• Suggest appropriate pairings of wine with food.

• Identify the various types of beer.

• List the types of spirits and their main ingredients.

• explain a restaurant’s liability in terms of serving alcoholic beverages.

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This chapter offers an overview of alcoholic and nonalcoholic beverages in the hospitality industry. Be sure that you realize the utmost importance of re- sponsible beverage consumption and service. Arrange for a designated driver if you intend to have a drink. If you do drink alcoholic beverages, then stay with the same drink—don’t mix them. The two different types are grape (wine) and grain (beer and spirits). That’s when trouble really begins and hangovers are bad. Remember that moderation is the key to enjoying beverages, whether at a get-together with friends at a local restaurant or on a getaway for spring break. Examine the tragic alcohol-related auto and other accidents that too many people are involved in each year. Enjoy, but do not overindulge.

Serving beverages is traditional throughout the world. According to his or her culture, a person might welcome a visitor with coffee or tea—or bour- bon. Beverages are generally categorized into two main groups: alcoholic and nonalcoholic. Alcoholic beverages are further categorized as wines, beer, and spirits. Figure 5–1 shows these three categories.

Wines Wine is the fermented juice of freshly gathered ripe grapes. Wine may also be made from other sugar-containing fruits, such as blackberries, cherries, or elderberries. In this chapter, however, we will confine our discussion to wine made from grapes. Wine may be classified first by color: red, white, or pink (rose). Wines are further classified as light beverage wines, still wines, sparkling wines, dessert and fortified wines, and aromatic wines.

Light beverage Wines White, red, or rose table wines are “still” light beverage wines; such still table wines may come from a variety of growing regions around the world. In the United States, the premium wines are named after the grape varietal, such as chardonnay, cabernet sauvignon, and merlot. In europe, wines were tradition- ally named for their region, such as pouilly-Fuissé and Chablis, two regions in France; however, some european wine producers are now naming their wines after the grape varietal.

LearnIng OBjeCtIve 1 List and describe the main grape varieties.

Wine Still Natural Forti�ed Aromatic Sparkling

Beer Top fermenting

Lager Bottom fermenting

Ale Stout Lager Pilsner Porter

Spirits Grapes/fruit Grains Cactus Sugar cane/molasses

Figure 5–1 • Alcoholic Beverages.

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sparkling Wines Champagne, sparkling white wine, and sparkling rose wine are called sparkling wines. Sparkling wines contain carbon dioxide, which causes them to bubble, like any carbonated beverage. the car- bon dioxide may be either naturally produced or mechanically infused into the wine. the best-known sparkling wine is Champagne, which has become synonymous with celebrations and happiness.

Champagne became the drink of fashion in France and england in the seventeenth century. the wine owed its unique sparkling quality to a secondary fermentation—originally unintentional—occurring in the bottle itself. this process became known as Méthode Champenoise.

the Benedictine monk Dom perignon (1638– 1715) was the cellar master for the abbaye haut- villers and an exceptional wine connoisseur. he was the first to experiment with blending different wines to achieve the so-called cuvée (a method of pressing grapes to extract the finest juice), denoting the basis of Champagne production. he also revo- lutionized wine by retaining the resulting carbon dioxide in the bottles. Dom perignon’s methods were refined throughout the centuries and led to the modern method used in champagne production.

Champagne may, by law, only come from the Champagne region of France. the term Champagne is safeguarded by the european law, protected Des- ignation of Origin (pDO), for the purpose of label- ing wine. Sparkling wines from other countries have Méthode Champenoise written on their labels to des- ignate that a similar method was used to make that particular sparkling wine. Figure 5–2 explains how to handle and serve champagne. It is strongly recom- mended to avoid mixing drinking wine and spirits at the same time or within a few hours because it may seriously affect you with a terrible hangover. the same goes for beer and wine. as the saying goes, beer before wine is ok but beer after wine, look out!

▶ check Your Knowledge

1. Why is champagne served in fluted glasses?

2. how are alcoholic beverages categorized?

3. Why should you avoid mixing grape (wine) and grain (spirits) drinks?

4. Where should you point the cork of a champagne bottle when opening it?

Remember not to point the cork from a bottle of champagne at anyone when opening the bottle; point it at the ceiling. In fact, a napkin should be placed over the cork, which is then held there while the bottle is gently twisted open. Champagne is served chilled in fluted glasses, which help the bouquet and effervescence last longer.

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Fortified Wines Sherries, ports, Madeira, and Marsala are fortified wines, meaning that they have had brandy or wine alcohol added to them. the brandy or wine alcohol imparts a unique taste and increases the alcohol content to about 20 percent. Most fortified wines are sweeter than regular wines. each of the groups of forti- fied wines has several subgroups with myriad tastes and aromas.

aromatic Wines aromatized wines are fortified and flavored with herbs, roots, flowers, and barks. these wines may be sweet or dry. aromatic wines are also known as aperitifs, which generally are consumed before meals as digestive stimu- lants. among the better-known brands of aperitif wines are Dubonnet red (sweet), Dubonnet White (dry), vermouth red (sweet), vermouth white (dry), Byrrh (sweet), Lillet (sweet), punt e Mes (dry), St. raphael red (sweet), and St. raphael White (dry).

the History of Wine Wine has been produced for centuries. the ancient egyptians and Babylonians recorded using the fermentation process. the very first records of winemaking 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 by planting vines in the territories they conquered.

the wine produced during these times was not the cab- ernet or chardonnay of today. the wines of the past were drunk when they were young and likely to be highly acidic and crude. to help offset these deficiencies, people added

3. Hold the bottle �rmly in one hand at a 45-degree angle. Unwind and removethe wiring. With a clean napkin, wipe the neck of the bottle and around the cork. 4. With the other hand, grasp the cork so that it will not y out. Twist the bottle and ease the cork out. 5. When the cork is out, retain the bottle at an angle for about �ve seconds. The gas will rush out and carry with it some of the champagne if the bottle is held upright. 6. Champagne should be served in two motions: pour until the froth almost reaches the brim of the glass. Stop and wait for the foam to subside. Then �nish �lling the glass to about three-quarters full.

Champagne should be stored horizontally at a tempera- ture between 50 and 55 degrees Fahrenheit. However, it should be served at a temperature between 43 and 47 degrees Fahrenheit. This is best achieved by placing the bottle in an ice bucket. When serving champagne, there are some recommended steps to take to achieve the best results, as listed below. 1. If the bottle is presented in a champagne cooler, it should be placed upright in the cooler, with �ne ice tightly packed around the bottle. 2. The bottle should be wrapped in a cloth napkin. Removethe foil or metal capsule to a point just be- low the wire, which holds the cork securely.

Figure 5–2 • Handling and Serving Champagne.

Sherry can be dry (fino), medium, or sweet. Pictured here are bottles of dry sherry with a glass. The lighter the color, the drier the sherry.

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different spices and honey, which made the wine at least palatable. to this day, some greek and german wines have added flavoring.

good winemaking is dependent on the quality of the grape variety, type of soil, climate, preparation of vineyards, and the method of winemaking. thou- sands of grape varietals exist, thriving in a variety of soil and climate condi- tions. Different plants thrive on clay, chalky, gravelly, or sandy soil. the most important wine-making grape varietal is the Vitis vinifera, which yields caber- net sauvignon, gamay, pinot noir, pinot chardonnay, and riesling.

Matching Wine with Food the combination of food and wine is one of life’s great pleasures. We eat every day, so a gourmet will seek out not only exotic foods and vintage wines but also simple food that is well prepared and accompanied by an unpretentious, yet quality, wine.

Over the years, traditions have developed a how-to approach to the marrying of wines and food. generally, the following traditions apply:

• White wine is best served with white meat (chicken, pork, or veal), shellfish, and fish.

• red wine is best served with red meat (beef, lamb, duck, or game).

• the heavier the food, the heavier and more robust the wine should be.

• Champagne can be served throughout the meal.

• port and red wine go well with cheese.

• Dessert wines best complement desserts and fresh fruits that are not highly acidic.

• When a dish is cooked with wine, it is best served with that wine.

• regional food is best complemented by wines of the region.

• Wine experts suggest that wine should not accompany salads with vinegar dressings; the taste will clash or be overpowering.

• Sweet wines should be served with foods that are less sweet.

Figure 5–3 matches some of the better-known varietal wines with food.

Food and wine are described by texture and flavor. textures are the qualities in food and wine that we feel in the mouth, such as soft- ness, smoothness, roundness, richness, thickness, thinness, creami- ness, chewiness, oiliness, harshness, silkiness, coarseness, and so on.

Port wines are generally red, fortified, and sweet. Vintage port is the most prized by port lovers. Port is typically served with cheese and biscuits at the end of a meal.

White grapes make white wines; the main white grapes are chardonnay, sauvignon blanc, Riesling, pinot blanc, and gewürztraminer.

LearnIng OBjeCtIve 2 Suggest appropriate pairings of wine with food.

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textures correspond to sensations of touch and temperature, which can be easy to identify—for example, hot, cold, rough, smooth, thick, or thin. regarding the marrying of food and wine, light food with light wine is always a reliable combination. rich food with rich wine can be wonderful as long as the match is not too rich. For example, full-bodied red wines like a Cabernet Sauvignon or rosso piceno go well with chocolate or pepperoni pizza. however, very sweet foods like pralines or very spicy foods like Chinese mapo tofu do not pair well. the two most important qualities to consider when choosing the appropriate wine are richness and lightness.

Flavors are food and wine elements perceived by the olfactory nerve as fruity, minty, herbal, nutty, cheesy, smoky, flowery, earthy, and so on. a person often determines flavors by using the nose as well as the tongue. the combination of texture and flavor is what makes food and wine a pleasure to enjoy; a good match between the food and wine can make occasions even more memorable. Figure 5–4 suggests the steps to be taken in wine tasting.

▶ check Your Knowledge

1. What are the names of the main white and red grape varieties used to make wine?

2. Cabernet sauvignon is best served with _____.

3. Chardonnay is best served with _____.

4. Why does a wine taster swirl the wine around the glass before tasting it?

5. What is the general guideline for serving wine with food?

Major Wine-growing regions europe germany, Italy, Spain, portugal, and France are the main european wine- producing countries. germany is noted for the outstanding riesling wines from the rhine and Moselle river valleys. Italy pro- duces the world-famous Chianti. Spain makes good wine but is best known for making sherry. portugal also makes good wine but is bet- ter known for its port.

France is the most notable of the european countries, producing not only the finest wines but also champagne and cognac. the two most famous wine-producing areas in France are the Bordeaux and Burgundy regions. the vineyards, villages, and towns are steeped in the history of centuries devoted to the production of the finest qual- ity wines. they represent some of the most beautiful countryside in europe and are well worth visiting.

Red grapes make red wine; the main red grapes are cabernet sauvignon, merlot, merlot/cabernet sauvignon, pinot noir, and Shiraz.

Sniffing the bouquet of the wine.

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F O c u s O n W i n e s

Wine and Food pairing

Jay R. Schrock, professor emeritus, University of South Florida

The combination of food and wine is as old as the making of wine. It is truly one of the great plea- sures in life. Food and wine are natural accompaniments and enhance the flavor and enjoyment of each other. The flavor of a wine consumed by itself will taste different than when it is imbibed with food. Much of the wine taste experience is actually perceived from the nose; hence, you will hear that “the wine has a good nose.” In fact, wine experts, called sommeliers, say that 80 percent of the taste—of nuts, oak, fruits, herbs, spices, and the other words used to describe wine—comes via one’s nose. To improve the smell and taste of wine, we often decant it and serve it in stemware with large openings. The wine taster often swirls the wine to increase the aromas entering the nose.

Over the years, traditions have developed as to how to approach wine and food pairing. Remember, these are traditions and that food and wine pairing is a highly subjective and an inexact process. The tradi- tional rules basically state that red wines are served with red meat and white wines are served with fish and poultry. These rules are still generally valid, but they don’t take into consideration the complexity of today’s multiethnic fusion cuisines, with their wide range of flavors and the corresponding wide range of wines from

around the world that are now readily available to everyone. Today, you are more likely to hear of food and wine pairing suggestions rather than the hard-and-fast traditional rules of the past.

A new tradition has begun:

1. When serving more than one wine at a meal, it’s best to serve lighter wines before full-bodied ones. The drier wines should be served before sweeter wines. The exception is if a sweet-flavored food is served early in the meal. Serve wines with lower alcohol content before wines with higher alcohol content.

2. Pair light-bodied wines with lighter food and fuller-bodied wines with heaver, richer, or more flavorful foods. This is a restatement of the old red wine with red meat and white wine with fish and chicken suggestion.

3. Match flavors. A pinot noir goes well with duck, prosciutto, and mushrooms, while a gewürztraminer is a well-suited accompaniment for ham, sausage, curry, and Thai and Indian food. Beware of pairing a wine with food that is sweeter than the wine. Most people agree that chocolate is the one exception. It seems to go with almost anything.

4. Delicately flavored foods that are poached or steamed should be paired with delicate wines. 5. Match regional wines with regional foods; they have been developed together and have a natural

affinity for each other. The red sauces of Tuscany and the Chianti wines of the Tuscany region in Italy are an unbeatable combination.

6. Soft cheese such as Camembert and Brie pair well with a variety of red wine, including cabernet sau- vignon, zinfandel, and red burgundy. Cabernet sauvignon also goes well with sharp, aged cheddar cheese. Pungent and intensely flavored cheeses, such as a blue cheese, are better with the sweeter eiswein (or icewine) or late-harvest dessert wines. Sheep and goat cheeses pair well with dry white wines, while red wine with fruit flavors goes best with milder cheeses.

Many of your restaurant guests may want to have wine with their dinner but are intimidated by the process or are afraid of the price. Set your guests’ minds at ease when they are ordering wine. The know-it-all attitude will not work here; you are not trying to sell a used car or life insurance. You are trying to improve your guests’ experience, the check average, and your tip. Make an honest suggestion, and try to explain the differences in wine choices. If guests are pondering two wines by the glass, do not just suggest the more expensive one; bring two glasses and let them taste. They will decide for themselves.

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Many restaurants have introduced wine tastings as special marketing events to promote the restaurant itself, or a particular type or label of wine. Wine tasting is more than just a process—it is an artful ritual. Wine o�ers a threefold sensory appeal: color, aroma, and taste. Wine tasting, thus, consists of three essential steps.

1. Hold the glass to the light. The color of the wine gives the rst indication of the wine’s body. The deeper the color, the fuller the wine will be. Generally, wines should be clear and brilliant.

2. Smell the wine. Hold the glass between the middle and the ring nger in a “cup-like” fashion and gently roll the glass. This will bring the aroma and the bouquet of the wine to the edge of the glass. The bouquet should be pleasant.This will tell much about what the taste will be.

3. Finally, taste the wine by rolling the wine around the mouth and by sucking in a little air—this helps release the complexities of the ˆavors.

Figure 5–4 • Wine Tasting.

SMELL AND TASTE ASSOCIATED WITH WINEWINE FOOD PAIRING

Gewürztraminer (Alsace in France)

Chardonnay Chablis (Burgundy in France)

Sauvignon Blanc Sancerre (Loire in France)

Pinot Blanc

Pinot Noir Côte d’ Or (Burgundy in France)

Merlot Gamay (Beaujolais in France)

Cabernet Sauvignon Médoc (Bordeaux in France)

Late harvest white wines

grapefruit, apple, nectarine, peach, nutmeg, clove, cinnamon

citrus fruit, apple, pear, pineapple, other tropical fruit

citrus fruit, gooseberry, bell pepper, black pepper, green olives, herbs

citrus fruit, apple, pear, melon

strawberry, cherry, raspberry, clove, mint, vanilla, cinnamon

cherry, raspberry, plum, pepper, herbs, mint

cherry, plum, pepper, bell pepper, herbs, mint, tea, chocolate

citrus fruit, apple, pear, apricot, peach, mango, honey

Thai, Indian, Tex-Mex, Szechuan, ham, sausage, curry, garlic

pork, salmon, chicken, pheasant, rabbit

goat cheese, oysters, sh, chicken, pork, garlic

shrimp, shellsh, sh, chicken

duck, chicken, turkey, mushrooms, grilled meats, sh and vegetables, pork

beef, lamb, duck, barbecued meats, pork ribs

beef; lamb; braised, barbecued and grilled meats; aged cheddar; chocolate

custard, vanilla, ginger, carrot cake, cheesecake, cream pus, apricot cobbler

Figure 5–3 • Matching Wine with Food. (Courtesy of Jay R. Schrock.)

In France, wine is named after the village in which the wine is produced. In recent years, the name of the grape varietal has also been used. the name of the wine grower is also important; because the quality may vary, reputa- tion understandably is very important. a vineyard might also include a cha- teau in which the wine is made.

Within the Bordeaux region, wine growing is divided into five major dis- tricts: Médoc, graves, Saint-Émilion, pomerol, and Sauternes. the wine from each district has its own characteristics.

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there are several other well-known wine-producing regions of France, such as the Loire valley, alsace, and Côtes du rhône. French people regard wine as an important part of their culture and heritage.

united states and canada In California, viticulture began in 1769 when junípero Serra, a Spanish friar, began to produce wine for the missions he started. at one time, the French considered California wines to be inferior. however, California is blessed with a near-perfect climate and excellent vine-growing soil. In the United States, the name of the grape varietal is used to name the wine, not the village or chateau as used by the French. the better-known varietal white wines in the United States are chardonnay, sauvignon blanc, riesling, and chenin blanc; varietal red wines are cabernet sauvignon, pinot noir, merlot, Syrah, and zinfandel.

California viticulture areas are generally divided into the following three regions:

1. north and central coastal region

2. great central valley region

3. Southern California region

the north and central coastal region produces the best wines in California. a high degree of use of mechanical methods allows for efficient, large-scale production of quality wines. the two best-known areas within this region are the napa and Sonoma valleys. the wines of the napa and Sonoma valleys resemble those of Bordeaux and Burgundy. In recent years, the wines from the napa and Sonoma valleys have rivaled and even exceeded the French and other european wines. the chardonnays and cabernets are particularly outstanding.

the napa and Sonoma valleys are the symbols as well as the centers of the top-quality wine industry in California.

Several other states and Canadian provinces provide quality wines. new York, Oregon, and Washington are the other major U.S. wine- producing states. In Canada, the best wineries are in British Columbia’s Okanagan valley and southern Ontario’s niagara peninsula. Both of these regions produce excellent wines.

australia australia has been producing wines for about 150 years, but it is only in the last half-century that these wines have achieved the prominence and recognition they rightly deserve. australian winemakers traveled to europe and California to perfect the winemaking craft. Unlike France, with many rigid laws controlling wine growth and production, australian winemak- ers use high technology to produce excellent wines, many of which are blended to offer the best charac- teristics of each wine.

A Napa Valley vineyard.

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i n t r O d u c i n g r O b e r t M O n d a v i

Founder of robert Mondavi Winery

Since its founding in 1966, the Robert Mondavi Winery has established itself as one of the world’s top wineries. Robert Mondavi, who passed away in 2008, was active as wine’s foremost spokesperson, having greatly contrib- uted to the wine industry throughout his successful life.

Robert Mondavi was born in 1913 to an Italian couple who had emigrated from the Marche region of Italy in 1910. His father, Cesare, became involved in shipping California wine grapes to fellow Italians. Extremely pleased with California, Cesare Mondavi decided to move to the Napa Valley and set up a firm that shipped fruit east. Robert Mondavi grew up among wines and vines and remained in his father’s business.

Robert began by improving the family enterprise, adding to it the management, production, and market- ing skills he learned at Stanford University, from which he graduated in 1936. Robert acknowledged the great business potential of the Napa Valley in the broader context of the California wine industry. What the firm needed was to be upgraded with innovations in technology to keep up with the changes in the overall business environment.

Mondavi had an ambitious dream that was realized when the Charles Krug Winery was  offered for sale in 1943. The facility was purchased, and Robert knew that the strategy for success included well-planned market- ing as well as the crucial winemaking expertise that the family already had.

Mondavi also understood the importance of the introduction of innovative processes that could place the winery in a competitive position. From the 1950s to the 1960s, he performed many experiments and introduced pivotal innovations. For example, Robert popularized new styles of wine, such as the chenin blanc, which was previously known as white pinot and was not doing well in the market. Mondavi changed the fermentation, turning it into a sweeter, more delicious wine. The name was also changed, and sales increased fourfold the following year.

Similarly, he noticed that the sauvignon blanc was a slow-selling wine. He began producing it in a drier style, called it fumé blanc, and turned it into an immediate success. Although the winery’s operations were successful, Mondavi was still looking for a missing link in the chain. A trip to Europe, designed to study the finest wineries’ techniques, convinced him to adopt a new, smaller type of barrel to age the wine, which he believed added a “wonderful dimension to the finished product.”

In 1966, Robert Mondavi opened the Robert Mondavi Winery, which represented the fulfillment of the family’s vision to build a facility that would allow them to produce truly world-class wines. In fact, since its establishment, the winery has led the industry, standing as an example of continuous research and innovation in winemaking, as well as a “monument to persistence in the pursuit of excellence.”

Throughout the years of operation, the original vision remained constant: to produce the best wines that were the perfect accompaniments to food and to provide the public with proper education about the product. The Robert Mondavi Winery sponsors several educational programs, such as seminars on viticulture, a totally comprehensive tour program in the Napa Valley, and the great chefs program.

The Robert Mondavi Corporation was acquired by Constellation Brands in 2004, a leading international producer and marketer of beverages, selling nearly 90 million cases annually.

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australia has about 60 wine-growing regions with diverse climates and soil types, mostly in the southeastern part of the continent, in new South Wales, victoria, and South australia, all within easy reach of the major cities of Sydney, Melbourne, and adelaide. there are about 1,120 wineries in australia. One of the larger and more popular wineries is Lindemans, which regularly receives accolades for its consistent quality and value. the leading red wines are cabernet sauvignon, cabernet-shiraz blends, cabernet-merlot blends, merlot, and Shiraz. the leading white wines are chardonnay, Semillon, Sauvignon Blanc, and Semillon chardonnay. among the better-known wine-growing areas is hunter valley in new South Wales, which produces Semillon. When mature, this wine has a honey, nut, and butter flavor. the chardonnay is complex with a peaches-and- cream character. In recent years, australian wines have shown exceptional quality and value, leading to increased sales in europe, the United States, and asia.

Wine is also produced in many other temperate parts of the world, most notably new Zealand, Chile, argentina, and South africa.

How to read a Wine Label Labeling requirements vary significantly from country to country. the local laws at the point of sale govern specific information that is required to be on the label where the wine is marketed, rather than where it is produced. this requirement often results in two different wine labels for the same wine. then, if the wine is marketed where it was produced, it will have one wine label; if the wine is to be exported, it may have another version of the first wine label to meet the requirements of local laws. after the label is designed, it must be approved by the same government agency that controls wine production in that country, as well as the various government agencies that control the import and sale of the wine.1

In the United States, wines are labeled by their grape varietal and include the name of their region on the label. In europe, wines tend to be labeled regionally rather than by varietal. the wine label on the front of the bottle generally has the following five headings:

1. the name of the vineyard

2. the grape varietal

3. the growing area

4. the vintage

5. the producer

Wine labels are helpful in telling you a lot about what is in the bottle. Most wine bottles have two labels applied to each bottle. the front label is meant to attract your attention, while the back label may be used to pro- voke your senses. as an example, the label may state: “a wonderful aperi- tif, this smooth, elegant, wonderfully fruity wine… .” the label may also include serving suggestions for pairing with food. these statements are not governed by law.2

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Wine and Health a glass of wine may be beneficial to health. this perspective was featured in the CBS news program 60 Minutes, which focused on a phenomenon called the French paradox. the French eat 30 percent more fat than americans do, smoke more, and exercise less, yet they suffer fewer heart attacks—about one-third as many as americans. Ironically, the French drink more wine than people of any other nationality—about 75 liters per person a year. research indicates that wine attacks platelets, which are the smallest of the blood cells that cause the blood to clot, preventing excess bleeding. however, platelets also cling to the rough, fatty deposits on arterial walls, clogging and finally blocking arteries and causing heart attacks. Wine’s flushing effect removes platelets from the artery wall. after the 60 Minutes program was broadcast, sales of wine, particularly red wine, in the United States increased dramatically.3

Sustainable Wine production4

environmentally and socially responsible grape growing and winemaking is not new, but what was once labeled a trend is now becoming an indus- try standard. 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.

the California association of Wine grape growers has prepared a Code of Sustainable Winegrowing Practices; this is a 490-page voluntary self- assessment workbook covering everything from pest management to wine quality to water conservation to environmental stewardship. this tool allows growers and vintners to gauge how they are doing, and then to design and implement their own action plans.

a good example of sustainable winemaking is the viansa Winery in California. It has long boasted a natural antipest team of bats, barn owls, and insectaries to keep its bug populations under control. the winery uses organic fungicide and has eliminated all herbicides.

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 malt beverages that have an alcohol con- tent mostly between 3.8 and 8 percent.5 the term beer includes the following:

• Lager, the beverage that is normally referred to as beer, is a clear, light- bodied, refreshing beer.

• ale is fuller bodied and more bitter than lager.

• Stout is a dark ale with a sweet, strong, malt flavor.

• pilsner is not really a beer. the term pilsner means that the beer is made in the style of the famous beer brewed in pilsen, Czech republic.

LearnIng OBjeCtIve 3 Identify the various types of beer.

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the brewing Process Beer is brewed from water, malt, yeast, and hops. the brewing process begins with water, an impor- tant ingredient in the making of beer. the mineral content and purity of the water largely determine the quality of the final product. Water accounts for 85–89 percent of the finished beer.

next, grain is added in the form of malt, which is barley that has been ground to a coarse grit. the grain is germinated, producing an enzyme that con- verts starch into fermentable sugar.

the yeast is the fermenting agent. Breweries typi- cally have their own cultured yeasts, which to a large extent determine the type and taste of the beer.

Mashing is the term for grinding the malt and screening out any bits of dirt. 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.

the liquid is now called wort and is filtered through a mash filter or lauter tub. this liquid then flows into a brewing ket- tle, where hops are added and the mixture is boiled for several hours. after the brewing operation, the hop wort is filtered through the hop separator or hop jack. the filtered liquid then is pumped through a wort cooler and into a fermenting vat where pure-culture yeast is added for fermentation.6 the brew is aged for a few days prior to being barreled for draught beer or pas- teurized for bottled or canned beer.

today, marketing and distribution partnerships promote an even greater choice of beers for consumers. among those available from anheuser- Busch distributors are Löwenbräu and Beck’s from germany; Stella artois and hoegaarden from the netherlands; Staropramen and Czechvar from the Czech republic; harbin from China; and Landshark from Florida. Other interesting beverages include Michelob ULtra Dragon Fruit peach, Michelob Ultra Fruit pomegranate raspberry, and Michelob Ultra Fruit Lime Cactus.

Organic and craft beers, Microbreweries, and Brewpubs the U.S. Department of agriculture (USDa) established the national Organic program in 1997, opening the door for organic beer. the guidelines for organic beer are the same as for all organic foods: the ingredients must be grown without toxic and persistent pesticides or synthetic fertilizers and in soil that has been free from such chemicals for at least three years. no genetically modified ingredients can be used in the brewing process. Studies show that organic farming reduces erosion and ground water pollution and that it significantly reduces negative impacts on wildlife.7

the organic requirements lend themselves well to smaller breweries. an american craft brewery is a small, independent, and traditional brewery.8

A brewer adds hops to the beer as it boils in the kettle of a microbrewery.

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Craft beer showcases the different areas of the country and their seemingly distinct styles of beer and craft beer scenes. You can get an India pale ale (Ipa) from anywhere, but there’s a reason people will refer to a super hoppy, dry Ipa as a “west coast Ipa.” also, a lot of craft breweries only distribute in a small- to medium-sized area.9 as craft brewers have come of age, little did the world know that their full-flavored craft beers would generate such pas- sion and excitement.

today is a great time to be a beer lover, and as a nation, we now have more beer styles and beer brands to choose from than any other market in the world.10 traditionally, a brewer has either an all-malt flagship (the beer that represents the greatest volume sold among that brewer’s brands) or has at least 50 percent of its volume represented by either all-malt beers or by beers that use adjuncts to enhance rather than lighten flavor.11

the Brewers association describes a microbrewery as a brewery that pro- duces a limited amount (less than 15,000 barrels) of beer a year. a brewpub brews and sells beer on the premises and may also be known as a micro- brewery if 75 percent of the production is distributed beyond the premises.12

Sustainable Brewing Breweries use a lot of resources yet have the potential to significantly reduce their environmental footprint. here is how some brewers are reducing their footprint:13

• efficient brewhouse: the brewery is as sustainable and efficient as pos- sible, starting with the parts of the building that were reclaimed and recycled such as when the Full Sail brewery first opened in the old Diamond Fruit cannery in Oregon. Full Sail utilizes measures such as energy-efficient lighting and air compressors, and compresses the work week into four very productive days, which helps reduce water and energy consumption by 20 percent.

• Sustainable brew process: pure water literally flows from the peaks that surround the brewery, so Full Sail takes care to conserve this precious resource. While average breweries consume six to eight gallons of water for every gallon of beer produced, Full Sail has reduced its consump- tion to a mere 3.45 gallons and operates its own on-site wastewater treatment facility. Local farms supply the other essential ingredients for award-winning brews: 85 percent of hops and 95 percent of barley come straight from northwest farms.

• reduce–reuse–recycle: Full Sail uses 100 percent recycled paperboard on all its packaging (and was one of the first in the industry to commit to long- term purchasing of recycled paper products). everything from office paper to glass to stretch wrap to wooden pallets is recycled. even dairy cows are beneficiaries of brewery waste: 4,160 tons of spent grain and 1,248 tons of spent yeast are sent back to farmers every year to use as feed for cows.

• Community-wide practices: Full Sail purchases 140 blocks of pacific power Blue Sky renewable energy per month. this practice results

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in the reduction of 168 tons of carbon dioxide emissions, the equiva- lent of planting 33,000 trees. Full Sail also supports over 300 events and charities each year, with a focus on those in Oregon. employees at the company have inspired environmental change among other businesses in the hood river area as well. Full Sail was a founding member of the hood river Chamber of Commerce’s “green Smart” program, an initiative that helps businesses and organizations within the hood river watershed increase their productivity and profitability by improving resource efficiency and by reducing waste and pollution.

as the push for sustainability gains momentum, one only needs to look down at the pint or mug he or she is holding to see how breweries are join- ing the growing green movement! Beer is the third most-consumed beverage in the world behind water and tea. Upon surveying a number of breweries and sustainable brewing documents, BlueMap Inc. has determined 10 green steps every brewery should consider.14

utilize biochar Processing to reuse spent grains processing spent grains through pyrolysis (a process that burns grains to create biochar, a valuable soil amendment) is a carbon-negative process: it creates heat and syngas while sequestering carbon. By doing so, pyrolysis decreases a brewery’s carbon footprint.

implement Water use reduction Measures Water is one of the largest inputs in brewing. a brewery can conserve water by reducing lost steam, increasing the efficiency of wort production, increas- ing the life of water in boiler systems, and altogether preventing waste.

implement variable-speed Fans or Motors Many brewery processes have variable loads that are more efficiently served by variable-speed motors, fans, and drives. Where applicable, an upgrade in a brewery’s fans and motors can offer substantial savings and have favorable pay back periods. Savings are only observed if loads vary.

ensure a regular Maintenance regime a regular maintenance regimen is a great way to cut down on energy inef- ficiencies. regularly scheduled maintenance allows breweries to catch prob- lems sooner and address them before excess energy is wasted. also, keeping a system tuned up means that motors and pumps run at optimum speeds, controls are set properly, and control systems are turned on.

capture Methane at On-site Water treatment Facilities For breweries that process wastewater on site, methane capture is a great way to regain value from a waste stream. Currently, closed systems and pond cover methane capture exist. these systems purify and burn methane onsite, which typically offsets the brewery’s fuel costs while cutting costs.

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recapture cO2 during Fermentation Fermentation releases CO2. Savvy breweries can capture this CO2 and use it (instead of purchased CO2) in the bottling process to carbonate their beer. this reduces both CO2 released to the air and CO2 purchasing costs.

Optimize thermal resources within the brewing Process Much of the brewing process consists of thermal processes: boiling and cooling liquids. auditing the entire process can reveal ways to capture ther- mal resources and apply them to other brewing processes, thereby reducing energy and fuel costs of heating and cooling.

implement alternatives to diatomaceous earth (de) Filtering though De is a long-standing industry standard as a filter medium, health risks associated with De (and potential problems regulating its use and dis- posal) are prompting some to seek alternatives. Where applicable, sheet fil- tering, cross flow filtration systems, and De recycling systems can be used to avoid some of these flaws.

Optimize refrigeration, Lighting, construction, and Other building controls Sustainable building is potentially one of the largest opportunities for a brewery to reduce energy consumption and curtail demand spikes (thereby minimizing fines). Management systems can be installed to green the lighting of spaces, maximize building functions, optimize chill systems, and stagger cooling loads.

utilize renewable energy technologies Beer is made with hops, grain, water, and yeast. What could be a more natural way to complement these natural ingredients than using sun or wind to power the beer brewing process? renewable energy sources include geothermal, syngas, or biogas. When sized correctly, these technologies greatly reduce pur- chased electricity and fuel and can have very attractive payback periods.

By considering these 10 recommendations, the third-largest beverage industry in the world can reduce its overall ecological impact while in many cases saving money.

Further examples of breweries around the country that are finding cre- ative ways to reduce their carbon footprint include installing wind and solar power. Colorado’s new Belgium Brewery has a solar array above its packag- ing hall that is projected to replace 264,000 kWh of coal-powered electric- ity per year;15 Odell Brewing Company gets 5 percent of its elecricity from 11,000 square feet of solar panels.16

Spirits a spirit or liquor is made from a liquid that has been fermented and distilled. Consequently, a spirit has a high percentage of alcohol, gauged in the United States by its proof content. Proof is equal to twice the percentage of alcohol

LearnIng OBjeCtIve 4 List the types of spirits and their main ingredients.

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in the beverage; therefore, a spirit that is 80 proof is 40 percent alcohol. Spir- its traditionally are enjoyed before or after a meal, rather than with the meal. Many spirits can be consumed straight or neat (without ice or other ingredi- ents), or they may be enjoyed with water, soda water, juices, or cocktail mixers.

Fermentation of spirits takes place by the action of yeast on sugar- containing substances, such as grain or fruit. Distilled drinks are made from a fermented liquid that has been put through a distillation process.

Whiskies among the better-known spirits is whisky, which is a generic name for the spirit first distilled in Scotland and Ireland centuries ago. the word whisky comes from the Celtic word visgebaugh, meaning “water of life.” Whisky is made from a fermented mash of grain to which malt, in the form of barley, is added. the barley contains an enzyme called diastase that converts starch to sugars. after fermentation, the liquid is distilled. Spirits naturally are white or pale in color, but raw whisky is stored in oak barrels that have been charred (burnt). this gives whisky its caramel color. the whisky is stored for a period of time, up to a maximum of 12–15 years. however, several good whiskies reach the market after three to five years.

Most whiskies are blended to produce a flavor and quality that is charac- teristic of the brand. not surprisingly, the blending process at each distillery is a closely guarded secret. there are four distinct whisky types that have gained worldwide acknowledg- ment throughout the centuries: Scotch whisky, Irish whiskey, bourbon whisky, and Canadian whisky.

scotch Whisky Scotch whisky, or scotch, has been distilled in Scotland for centuries and has been a distinc- tive part of the Scots’ way of life. From its origins in remote and romantic highland glens, Scotch whisky has become a popular and international drink, its fla- vor appreciated throughout the world. Scotch became popular in the United States during the days of Prohibition (1919– 1933) when it was smuggled into the country from Canada. It is produced like other whiskies, except that the malt is dried in special kilns that give it a smoky flavor. to be legally called Scotch

Checking the color of Johnnie Walker Scotch that is maturing in barrels.

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whisky, the spirit must conform to the standards of the Scotch Whisky act; only whisky made with this process can be called Scotch whisky. Some of the better-known quality-blended Scotch whiskies are Chivas regal and johnnie Walker Black, gold, and Blue Labels.

a single malt Scotch whisky is the product of one specific distillery and has not been mixed with whisky from any other distilleries. Some whisky aficionados prefer a single malt Scotch, from which there are several brands to choose, for example, Laphroaig and Macallan, two of the better known single malts.

irish Whiskey Irish whiskey is spelled with an e and is produced from malted or unmalted barley, corn, rye, and other grains. the malt is not dried like it is in the pro- duction of Scotch whisky, which gives Irish whiskey a milder character, yet an excellent flavor. two well-known Irish whiskies are Bushmills Black Bush and jameson’s 12 Year Old Special reserve.

bourbon Whisky Liquor was introduced in america by the first settlers, who used it as a medi- cine. Bourbon has a peculiar history. In colonial times in new england, rum was the most popular distilled spirit. after the break with Britain, settlers of Scottish and Irish background predominated. they were mostly grain farm- ers and distillers, producing whisky for barter. When george Washington levied a tax on this whisky, the farmers moved south and continued their whisky production. however, the rye crop failed, so they decided to mix corn, particularly abundant in Kentucky, with the remaining rye. the result was delightful. this experiment occurred in Bourbon County—hence the name of the new product.

Bourbon whisky is produced mainly from corn; other grains are also used, but they are of secondary importance. the distillation processes are similar to those of other types of whisky. Charred barrels provide bourbon with its distinctive taste. It is curious to note that barrels can only be used once in the United States to age liquor. aging, therefore, occurs in new bar- rels after each distillation process. Bourbon may be aged up to six years to improve its mellowness. among the better-known bourbon whiskies are jack Daniels, Maker’s Mark, and george Dickel.

canadian Whisky Like bourbon, Canadian whisky is produced mainly from corn. It is char- acterized by a delicate flavor that nonetheless pleases the palate. Canadian whisky must be at least four years old before it can be bottled and marketed. It is distilled at 70–90 percent alcohol by volume. among the better-known Canadian whiskies are Seagram’s and Canadian Club.

White spirits gin, rum, vodka, and tequila are the most common of the spirits that are called white spirits. gin, first known as geneva, is a neutral spirit made from juniper berries. although gin originated in holland, it was in London that the word

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Geneva was shortened to gin, and almost anything was used to make it. Often gin was made in the bathtub in the morning and sold in hole-in-the-wall dram shops all over London at night. Obviously, the quality left a lot to be desired, but the poor drank it to the point of national disaster.17 gin also was widely produced in the United States during prohibition. In fact, the habit of mixing something else with it led to the creation of the cocktail. Over the years, gin became the foundation of many popular cocktails (e.g., martini, gin and tonic, gin and juice, tom Collins).

rum can be light or dark in color. Light rum is distilled from the fer- mented juice of sugarcane, and dark rum is distilled from molasses. rum comes mainly from the Caribbean islands of Barbados (Mount gay), puerto rico (Bacardi), and jamaica (Myers). rums are mostly used in mixed frozen and specialty drinks such as rum and Coke, rum punches, daiquiris, and piña coladas.

tequila is distilled from the Agave tequilana (a type of cactus), which is called mezcal in Mexico. Official Mexican regulations require that tequila be made in the area around the town of tequila because the soil contains volcanic ash, which is especially suitable for growing the blue agave cactus. tequila may be white, silver, or golden in color. the white is shipped unaged, silver is aged up to three years, and golden is aged in oak from two to four years. tequila is mainly used in the popular margar- ita cocktail or in the tequila sunrise (made popular in a song by the eagles rock group).

vodka can be made from many sources, including barley, corn, wheat, rye, or potatoes. Because it lacks color, odor, and flavor, vodka generally is com- bined with juices or other mixers whose flavors predominate. to offer consum- ers more choices, vodka producers have popularized flavored vodkas with lemon, pepper, vanilla, raspberry, peach, pears, and mango, among others. Brand names of vodka produc- ers are absolut from Sweden, Stolichnaya (or Stoli for short) from russia, grey goose from France, trU Organic from the United Sates, and van gogh from the netherlands.

Other spirits Brandy is distilled from wine in a fashion similar to that of other spirits. american brandy comes primarily from Cali- fornia, where it is made in column stills and aged in white- oak barrels for at least two years. the best-known american brandies are made by Christian Brothers and ernest and julio gallo. their brandies are smooth and fruity with a touch of sweetness. the best brandies are served as after- dinner drinks, and ordinary brandies are used in the well for mixed drinks.

Cognac is regarded by connoisseurs as the best brandy in the world. It is made only in the Cognac region of France, where the chalky soil and humid climate combine with special distillation techniques to produce the finest brandy. Only brandy from this region may be called cognac. Most cognac is aged in oak casks from two to four years or

A glass of Cognac.

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more. Because cognacs are blends of brandies of various ages, no age is allowed on the label; instead, letters signify the relative age and quality.

Brandies labeled as VSOP must be aged at least four years. all others must be aged in wood at least five years. Five years, then, is the age of the youngest cognac in a blend; usually, several others of older age are added to lend taste, bouquet, and finesse. about 75 percent of the cognac shipped to Canada and the United States is produced by four companies: Courvoisier, hennessy, Martell, and rémy Martin.

cocktails the first cocktails originated in england during the victorian era, but it wasn’t until the 1920s and 1930s that cocktails became popular.

Cocktails are usually drinks made by mixing two or more ingredients (wines, liquors, fruit juices), resulting in a blend that is pleasant to the palate, with no single ingredient overpowering the others. Cocktails are mixed by stirring, shaking, or blending. the mixing technique is particu- larly important to achieve the perfect cocktail. Cocktails are commonly divided into two categories according to volume: short drinks (up to 3.5 ounces) and tall drinks (generally up to 8.5 ounces).

the secret of a good cocktail lies in several factors such as the following:

• the balance of the ingredients: no single ingredient should over- power the others.

• the quality of the ingredients: as a general rule, cocktails should be made from a maximum of three ingredients.

• the skill of the bartender: the bartender’s experience, knowledge, and inspiration are key factors in making a perfect cocktail.

a good bartender should understand the effect and the “timing” of a cock- tail. It is not a coincidence that many cocktails are categorized by when they are best served. there are aperitifs, digestifs, corpse-revivers, pick-me-ups, and so on. Cocktails can stimulate an appetite or provide the perfect conclu- sion to a fine meal.

▶ check Your Knowledge

1. Describe the different types of beer.

2. Describe the various spirits.

nonalcoholic Beverages Nonalcoholic beverages are increasing in popularity. In the 1990s and 2000s, a radical shift has occurred from the free-love 1960s and the singles bars of the 1970s and early 1980s. people are, in general, more cautious about

A martini cocktail served in a martini glass.

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the consumption of alcohol. Lifestyles have become healthier, and organiza- tions such as Mothers against Drunk Driving (MaDD) have raised the social conscience about responsible alcohol consumption. Overall consumption of alcohol has decreased in recent years, with spirits declining the most.

In recent years, several new beverages have been added to the nonal- coholic beverage list. From goji juice to passion fruit green tea, the nonal- coholic beverage world has been innovative in creating flavored teas and coffees and an ever-increasing variety of juices to satisfy all our tastes. the rise in popularity of craft beverages has fashioned a heightened interest in craft soda production from independent beverage companies and craft beer producers to larger producers that distribute their products nationwide. Whether it’s for the taste or for the trendiness, craft sodas, while not the newest thing to hit the market, are certainly one of the most exciting nonal- coholic beverages worth trying.

nonalcoholic beer guinness, anheuser-Busch, and Miller, along with many other brewers, have developed beer products that have the same appearance as regular beer but that have a lower calorie content and approximately 95–99 percent of the alcohol removed, either after processing or after fermentation. the taste, therefore, is somewhat different from regular beer.

coffee Coffee is the drink of the present. people who used to frequent bars are now patronizing coffeehouses. the U.S. coffee market brings in $18 billion per year. It is also estimated that there are more than 24,000 coffee cafés nationwide.18

Coffee first came from ethiopia and Mocha, which is in the Yemen repub- lic. Legends say that Kaldi, a young abyssinian goatherd, accustomed to his sleepy goats, noticed that after chewing certain berries, the goats began to prance about excitedly. he tried the berries himself, forgot his troubles, lost his heavy heart, and became the happiest person in “happy arabia.” a monk from a nearby monastery surprised Kaldi in this state, decided to try the ber- ries, too, and invited the brothers to join him. they all felt more alert that night during prayers!19

In the Middle ages, coffee found its way to europe via turkey, but not without some objections. In Italy, priests appealed to pope Clement vIII to have the use of coffee forbidden among Christians. Satan, they said, had forbidden his followers, the infidel Moslems, the use of wine because it was used in the holy Communion and had given them instead his “hellish black brew.” apparently, the pope liked the drink, for he blessed it on the spot, after which coffee quickly became the social beverage of europe’s middle and upper classes.20

the coffeehouses were nicknamed penny universities, where any topic could be discussed and learned for the price of a pot of coffee. the men

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of the period not only discussed business but actually conducted business. Banks, newspapers, and the Lloyd’s of London Insurance Company began at edward Lloyd’s coffeehouse.

Coffeehouses were also popular in other areas of europe. In paris, Café procope, which opened in 1689 and still operates today, has been the meet- ing place of many a famous artist and philosopher, including rousseau and voltaire (who are reputed to have drunk 40 cups of coffee a day).

the Dutch introduced coffee to the United States during the colonial period. Coffeehouses soon became the haunts of the revolutionary activists plotting against King george of england and his tea tax. john adams and paul revere planned the Boston tea party and the fight for freedom at a coffeehouse. this helped establish coffee as the traditional democratic drink of americans.

Brazil produces more than 30 percent of the world’s coffee, most of which goes into canned and instant coffee. Coffee connoisseurs recommend beans by name, such as arabica and robusta beans. In Indonesia, coffee is named for the island on which it grows; the best is from java and is rich and spicy with a full-bodied flavor. Yemen, the country in which coffee was discovered, names its best coffee for the port of Mocha. Its fragrant, creamy brew has a rich, almost chocolaty aftertaste. Coffee beans are frequently blended by the merchants who roast them; one of the best blends, mocha java, is the result of blending these two fine coffees.

Coffee may be roasted from light to dark according to preference. Light roasts are generally used in canned and institutional roasts, and medium is the all-purpose roast most people prefer. Medium beans are medium brown in color, and their surface is dry. although this brew may have snappy, acidic qualities, its flavor tends to be flat. Full, high, or viennese roast is the roast preferred by specialty stores, where balance is achieved between sweetness and sharpness. Dark roasts have a fancy, rich flavor, with espresso the dark- est of all roasts. Its almost-black beans have shiny, oily surfaces. all the acidic qualities and specific coffee flavor are gone from espresso, but its pungent flavor is a favorite of espresso lovers.

Decaffeinating coffee removes the caffeine with either a solvent or water process. In contrast, many specialty coffees have things added. among the better-known specialty coffees are café au lait or caffè latte. In these cases, milk is steamed until it becomes frothy and is poured into the cup together with the coffee. a cappuccino is made with espresso, hot milk, and milk foam, which may then be sprinkled with powdered chocolate and cinnamon.

tea tea is a beverage made by steeping in boiling water the leaves of the tea plant, an evergreen shrub, or small tree, native to asia. tea is consumed as either a hot or cold beverage by approximately half of the world’s popu- lation, yet it is second to coffee in commercial importance because most of the world’s tea crop is consumed in the tea-growing regions. tea leaves contain 1–3 percent caffeine. this means that weight for weight, tea leaves have more than twice as much caffeine as coffee beans. however, a cup of coffee generally has more caffeine than a cup of tea because one pound of

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Operations Starbucks Coffee Company (named after the first mate in Her- man Melville’s Moby-Dick) is the leading retailer, roaster, and brand of specialty coffee in North America. More than 7 million people visit Starbucks stores each week. In addition to its more than 18,000 retail locations, the company supplies fine dining, foodservice, travel, and hotel accounts with coffee and coffee- making equipment and operates a national mail-order division.

Locations and Alliances Starbucks currently has more than 18,000 stores in 50 U.S. states and in 64 countries.21 Starbucks has strategic alliances with United Airlines and is now the exclusive supplier of coffee on every United flight.

In addition, Specialty Sales and Marketing supplies Starbucks coffee to the health care, business and indus- try, college and university, and hotel and resort segments of the foodservice industry; to many fine restaurants throughout North America; and to companies such as Costco, Nordstrom, Starwood, Barnes and Noble, Hilton Hotels, Sodexho, ARAMARK, Compass, Wyndham, Borders, Radisson, Sysco, Safeway, Albertson’s, Kraft Foods, PepsiCo, and Marriott International.

Product Line Starbucks roasts more than 30 varieties of the world’s finest arabica coffee beans. The company’s retail locations also feature a variety of espresso beverages and locally made fresh pastries. Starbucks specialty merchandise includes Starbucks private-label espresso makers, mugs, plunger pots, grinders, storage jars, water filters, ther- mal carafes, and coffee makers. An extensive selection of packaged goods, including unique confections, gift baskets, and coffee-related items, are available in stores and online.

Starbucks introduced Frappuccino blended beverages, a line of low-fat, creamy, iced coffee drinks. This prod- uct launch was the most successful in Starbucks history. The company also has a bottled version of Frappuccino, which is currently available in grocery stores and in many Starbucks retail locations.

A long-term joint venture between Starbucks Coffee and Breyer’s Grand Ice Cream dishes up a premium line of coffee ice creams, with national distribution of several different flavors to leading grocery stores. Starbucks has become the number-one brand of coffee ice cream in the United States. Currently, ice cream lovers can choose from eight delectable flavors or two ice cream bars.

Community Involvement Starbucks contributes to a variety of organizations that benefit AIDS research, child welfare, environmental awareness, literacy, and the arts. The company encourages its partners (employees) to take an active role in their own neighborhoods.

Starbucks fulfills its corporate social responsibility mission by reducing its environmental footprint on the planet. The company addresses three high-impact areas: sourcing of coffee, tea, and paper; transportation of people and products; and design and operations (energy, water, waste reduction, and recycling). Starbucks has developed relations with organizations that support the people and places that grow its coffee and tea, such as Conservation International, CARE, Save the Children, and the African Wildlife Foundation. Additionally, Starbucks

c O r P O r a t e P r O F i L e

Starbucks Coffee Company

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has entered into a partnership with the U.S. Agency for International Development (USAID) and Conservation International to improve the livelihoods of small-scale coffee farmers through private sector approaches within the coffee industry that are environmentally sensitive, socially responsible, and economically viable. In 2005, Starbucks received the World Environment Center’s Gold Medal for International Corporate Achievement in Sustainable Development.

Starbucks has received numerous awards for quality innovation, service, and giving.

c O r P O r a t e P r O F i L e (Continued)

tea leaves makes 250–300 cups of tea, whereas one pound of coffee beans makes only 40 cups of coffee.

the following list shows where the different types of tea originate:

China—oolong, orange pekoe

India—Darjeeling, assam (also known as english breakfast tea), Dooars

Indonesia—java, Sumatra

carbonated soft drinks and energy drinks Coca-Cola and pepsi have long dominated the carbonated soft drink market. In the early 1970s, Diet Coke and Diet pepsi were introduced and quickly gained popularity. the diet colas now command about a 10-percent mar- ket share. Caffeine-free colas offer an alternative, but they have not, as yet, become as popular as diet colas. In order to curb obesity, former new York Mayor Michael r. Bloomberg championed a restriction on the sale of large sugary drinks and the city Board of health voted to approve it.

energy drinks are beverages that are designed to give the consumer a burst of energy by using a combination of methylxanthines (including caf- feine), B vitamins, and exotic herbal ingredients. energy drinks commonly include caffeine, guarana (extracts from the guarana plant), taurine, vari- ous forms of ginseng, maltodextrin, inositol, carnitine, creatine, glucurono- lactone, and ginkgo biloba. Some contain high levels of sugar, while most brands also offer an artificially sweetened version. red Bull is an example of a popular energy drink that originated in thailand and that has a japanese heritage. It was adapted to australian tastes and in only a few years has become popular around the world. the claims are that red Bull vitalizes the body and mind by supplying tired minds and exhausted bodies with vital substances that have been lost, while reducing harmful substances. It pur- ports to provide immediate energy and vitamins to the consumer. red Bull has a large market share in more than 160 countries.

Sales of energy drinks and shots are soaring, even as there are grow- ing health concerns given the popularity of the high-caffeine drinks among young people. the dollar value of energy-drink sales continue to rise each year, thanks in part to energy-shot sales at convenience stores, according to a report from the market research firm SymphonyIrI group.22 Former american

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Beverage association Senior vice president of Science policy Maureen Storey says energy drinks are no worse than coffee. a 16-ounce cup of Starbucks’ pike place coffee, for instance, has 330 mg of caffeine. that size of latte has 160 mg—the same as a 16-ounce can of the energy drink Monster energy, which bills itself as “a killer energy brew” that “you can really pound down.” the federal Food and Drug administration limits caffeine in soft drinks to 71 mg for 12 ounces but doesn’t regulate the caffeine in energy drinks, coffee, or tea.23

juices popular juice flavors include orange, cranberry, grapefruit, mango, papaya, and apple. nonal- coholic versions of popular cocktails made with juices have been popular for years and are known as virgin cocktails.

juice bars have established themselves as places for quick, healthy drinks. Lately, “smart drinks” that are supposed to boost energy and improve concentration have become popular. the smart drinks are made up of a blend of juices, herbs, amino acids, caffeine, and sugar and are sold under names such as plasma energy Drink and IQ energy.

Other drinks have jumped on the healthy drink bandwagon, playing on the consumer’s desire to drink something refreshing, light, and healthful. Often, these drinks are fruit flavored, giving the consumer the impression of drinking something healthier than sugar-filled sodas. Unfortunately, these drinks usually just add the flavor of the fruit and rarely have any nutritional value.

In addition, some drinks are created by mixing different fruit flavors to arrive at new, exotic flavors such as passion–Kiwi–Strawberry and Mango–Banana Delight. Some examples of such drinks are Snapple and tropicana twister.

Sports enthusiasts also find drinks that professional athletes use and advertise available in stores. these specially formulated isotonic beverages are intended to help the body regain the vital fluids and minerals that are lost during heavy physical exertion. the national Football League sponsors gatorade and encourages its use among its athletes. the appeal of being able to drink what the professionals drink is undoubtedly one of the major reasons for the success of gatorade’s sales and marketing. Other brands of isotonic beverages include powerade and all Sport, which is sponsored by the national Collegiate athletics association.

bottled Water Bottled water was popular in europe years ago when it was not safe to drink tap water. In north america, the increased popularity of bottled water has coincided with the trend toward healthier lifestyles.

A juice bar.

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In the 1980s, it was chic to be seen drinking perrier (a sparkling water) or some other imported bottled water. perrier, which comes from France, lost market share a few years ago when an employee tampered with the product. now the market leader is evian (a spring water), which is also French. Domestic bottled water is as good as imported and is now available in various flavors that offer the consumer a greater selection.

Bottled waters are available as sparkling, mineral, and spring waters. Bottled water is a refreshing, clean-tasting, low-calorie beverage that will likely increase in popularity as a beverage on its own or to accompany another beverage such as wine or whisky.

Bars and Beverage Operations From an operating perspective, bar and beverage management follows much the same sequence as does food management, as shown in the following list:

• Forecasting

• Determining what to order

• Selecting the supplier

• placing the order

• receiving the order

• Storing

• Issuing

• Serving

• accounting

• Controlling

bar setup Whether a bar is part of a larger operation (restaurant) or a business in its own right, the physical setup of the bar is critical to its overall effectiveness. there is a need to design the area in such a way that it not only is pleasing to the eye but it also is conducive to a smooth and efficient operation. this means that bar stations—where drinks are filled—are located in strategic spots, and that each station has everything it needs to respond to most, if not all, requests. all well liquors should be easily accessible, with popular call brands not too far out of reach. the brands that are less likely to be ordered (and more likely to be high priced) can be farther away from the stations. the most obvious place for the high-priced, premium brands is the back bar, a place of high visibility. anyone sitting at the bar will be looking directly at the back bar, giving the customers a chance to view the bar’s choices.

as for beer coolers, their location depends on the relative importance of beer to the establishment. In many places, beer is kept in coolers under the bar or below the back bar, and sample bottles or signs are displayed for

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H O W t O e F F e c t i v e LY M a n a g e a b a r

Courtesy of James McManemon, M.S., University of South Florida Sarasota–Manatee

Jeanne Kearney, an assistant restaurant manager for a boutique hotel chain, who is responsible for managing two separate bars, along with the restaurant and in-room dining departments, shared her insight on three as- pects of effective bar management in multiple food and beverage outlets.

“First,” Jeanne remarked, “as bar manager, know how to bartend yourself because you will more than likely be behind the bar 25–50 percent of the time during peak business hours and rushes. You don’t need to be a professional mixologist, but a solid working knowledge of making drinks is necessary to effectively assist your bartenders when they are in the weeds.” (See Jeanne’s personal list of drinks that she recommends as good basic knowledge at the end of this feature.)

The second area Jeanne pointed to is the importance of staffing enough bartenders and/or a “bar back” to continuously keep inventory—garnishes, ice, and fresh bar glasses—stocked at all times. “The last thing you want is to run out of necessary items and have your bartenders flustered and scrambling to cut limes, haul ice from the freezer to the bar, or search through the storage room for a bottle of liquor here and there, while guests complain about waiting for their drinks.” She pointed out that when managing multiple bars, it is often necessary to work your way between bars and station yourself at the bar that is busier. This way you can more effectively manage the flow of traffic and gauge areas where you can help out or assist guests.

“Finally,” Jeanne cautioned, “always be aware of your environment and the people occupying it, especially when alcohol is involved. Be alert and aware of who is being served drinks and how much alcohol is being con- sumed. There will come a time when you will more than likely need to handle a situation that requires a quick and levelheaded response. The rest, you will learn as you go, so hopefully you are the type of person who likes to think on their feet.”

Jeanne’s suggested list of drinks reflect a good basic bartending knowledge. An effective bar manager should possess the following:

• Pouring a draft beer: Take a clean, slightly chilled glass, hold it at a 45-degree angle just below the draft faucet, and quickly pull the handle toward you in one motion. As the glass fills, straighten it until it is upright, which is close to the same time when the glass should be full. Snap the handle back away from you. Don’t forget a coaster!

• Basic cocktails: When in doubt, pour one part liquor to three parts mixer in a glass filled with ice (rum and coke, gin and tonic, screwdriver, vodka soda, and so on).

• Martini (traditionally gin, more often than not vodka): Fill the mixer with ice. Pour five counts of gin or vodka. Add a dash of vermouth. Stir or swirl briskly 30–50 times (shake if you must). Strain into a chilled martini glass. Garnish with an olive or a twist of lemon.

• Manhattan: Ingredients include: 2 oz. rye whiskey, ½ oz. sweet vermouth, 2–3 dashes of Agostino bitters, maraschino cherry to garnish. In shaker with ice: pour, stir, strain, garnish. Rob Roy is to scotch what Manhattan is to whisky.

• Margarita (on the rocks): Pour salt on a small plate. Rub the rim of the glass with lime and roll it in the salt for a salted rim. Fill the mixer with ice. Pour ½ full with sweet and sour mix, or substitute lime juice.

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customers. however, in many places, beer is the biggest seller, and bars may offer numerous brands from around the world. In such places, other setups may be used, such as standup coolers with glass doors so that customers can easily see all the varieties available. this is also true for draft beers.

inventory control the beverage profitability of an organization is not a matter of luck. profits result largely from the implementation and use of effective inventory con- trols by management and employees. training is also important to ensure that employees treat inventory as cash and that they handle it as if it were their own money. Management’s example will be followed by employees. If employees sense a lax management style, they may be tempted to steal. no control system can guarantee the prevention of theft completely. however, the better the control system, the less likely it is that there will be a loss.23

to operate profitably, a beverage operation manager needs to estab- lish what the expected results will be. For example, if a bottle of gin con- tains 25 one-ounce measures, it would be reasonable to expect 25 times the selling price in revenue. When this is multiplied for each bottle, the total revenue can be determined and compared to the actual revenue.

One of the critical areas of bar management is the design, installation, and implementation of a system to control possible theft of the bar’s bever- age inventory. theft may occur in a number of ways, including the following:

• giving away drinks

• Overpouring alcohol

• Mischarging for drinks

• Selling a call liquor at a well price

• Outright stealing of bar beverages by employees

as is the case with food operations, anticipated profit margin is based on the ratio of sales generated to related beverage costs. Bar management must be able to account for any discrepancies between expected and actual profit margins.

all inventory control systems require an actual physical count of the existing inventory, which may be done on a weekly or monthly basis,

Pour four counts of gold tequila. Pour two counts of triple sec and two counts of Grand Marnier (or another orange liqueur). Mix and pour into glass with salted rim.

• Bloody Mary: Fill the mixer with ice. Fill 2⁄3 full with tomato juice. Pour four counts of vodka. Squeeze ½ a lemon. Add several hefty dashes of Worcestershire sauce. Add several dashes of hot sauce. Pour a splash of olive juice. Mix and pour into a glass. Garnish with a celery stick, spear of olives, lemon wedges, or whatever you think looks festive for the occasion.

H O W t O e F F e c t i v e LY M a n a g e a b a r (Continued)

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depending on the needs of management. this physical count is based on units. For liquor and wine, the unit is a bottle, either 0.750 or 1.0 liter; for bottled beer, the unit is a case of 24 bottles; for draft beer, the unit is one keg. the results of the most current physical count are then compared to the prior period’s physical count to determine the actual amount of beverage inventory consumed during the period. this physical amount is translated into a cost or dollar figure by multiplying the amount consumed for each item by its respective cost per unit. the total cost for all beverages consumed is compared to the sales generated to result in a profit margin, which is then compared to the expected margin.

Management should design forms that can be used to account for all types of liquor, beer, and wine available at the bar. the listing of the items should follow their actual physical setup within the bar to facilitate easy accounting of the inventory. the forms should also have columns where amounts of each inventory item can be noted. a traditional way to account for the amount of liquor in a bottle is by using the “10” count, where the level of each bottle is marked by tenths; thus, a half-full bottle of well vodka would be marked as “0.5” on the form. Similarly, for kegs of draft beer, a breakdown of 25, 50, 75, and 100 percent may be used to determine their physical count.

beverage Management technology technology for beverage management has improved with products from companies such as Scannabar (en.scannabar.com), which offers beverage operators a system that accounts for every ounce, with daily, weekly, or monthly results. the ongoing real-time inventory allows viewing results at any time and place, with tamperproof reliability interfaced with major point- of-sale (pOS) systems.

the Scannabar liquor module has a bar-coded label on each bottle, mak- ing it easy to track bottles from purchase to recycle bin. each bottle variety has the same bar code, allowing for easy calibration. the barcoded ribbon is used as a measuring tool to give accurate results. Inventory taking is done with a portable handheld radio frequency bar code reader. Once the label is scanned, the level of alcohol in the bottle is recorded and the data are sent from the user’s handheld reader to the computer in the office for real-time results.25

the wine module keeps control of all wines by region, variety, or vin- tage. after the wines have been configured within the directory, the proce- dure is that, when a wine is received, the variety is identified by scanning the bar code already on the bottle or is selected directly from the portable handheld radio frequency bar code reader. a bar-coded tag is placed around the collar, which creates a unique identity for each bottle. Once the bottle is ready to be served, either at the table or at the bar, the bar-coded tag is removed from the bottle and scanned out of inventory. Scanning the tag around the neck of the bottle accomplishes inventory taking.26

the beverage system from azbar plus offers a pOS system that runs the operations behind the bar. It rings up the charge as the beverage is being poured while automatically removing the product from inventory.

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i n t r O d u c i n g r O b W e s t F a L L

Bar Manager, the Speakeasy, Siesta Key, Florida

The Speakeasy has been a staple in Siesta Key’s Village for over 10 years. Known for its exceptional variety of live music, it is also a place where locals feel right at home. The Speakeasy features ice-cold air conditioning in a polished, clean environment. Located at the back of the room is our pool table with plenty of space to allow for professional play. Specialty drinks are another draw for patrons at The Speakeasy. Our menu is loaded with innovative cocktails that are tough to find in another establishment. Along with our extensive list of wines by the glass, we also offer many premium single-malt scotches, cognacs, and bourbons and a host of fine liqueurs. The Speakeasy is owned and operated by Café Gardens, which also owns the Daiquiri Deck located directly next door.

Rob describes a typical day for a bar manager at The Speakeasy like this:

9:45 a.m. Arrive for manager meeting at the Daiquiri Deck. All Daiquiri Deck managers, the owners, and myself are present at this meeting. The meeting consists of a variety of issues. Typically, the first order of busi- ness is reviewing the numbers from the previous week. Numbers like net sales, cost of labor, cost of goods, and promotional costs are discussed. Additionally, budgets are a major concern every week. Budgets are set based on sales projections from the previous year and are very important to the success of the business. Next, we discuss any issues from the previous week. In the bar business, an “issue” could be just about anything from fights to vandalism. We find it extremely important to discuss all of these issues so that the manage- ment team is all on the same page.

11:00 a.m. Mondays are very important in the bar business. Inventory must be taken to ensure that costs are in line and that you know what product you need. First, I take an inventory of all beverage products at The Speakeasy. Liquor, beer, wine, cigarettes, cigars, and mixers are all items that must be counted.

12:00 p.m. Upon completion of the inventory, it is time to put your orders together for the week. Knowing your usage is extremely important when placing an order. Buying in bulk is always superior to simply filling holes from week to week. Simply put, it allows you more buying power and, essentially, more free goods.

1:00 p.m. Confirm band schedule. Booking bands and maintaining an entertainment schedule can sometimes be one of the most frustrating areas of the bar business. However, it can also be the most rewarding. The experience you gain from working with so many different types of entertainment is difficult to replace. The majority of bands show up on time and treat their job professionally, but there are a significant amount of them that do not. I call my bands to confirm their schedule on a weekly basis for this very reason.

2:00 p.m. Typically, there is always some bar maintenance that needs to be addressed. I always take a walk around and check everything out to make sure that everything is working property.

3:00 p.m. Work on any upcoming promotions and ensure their success. Spirit tastings, holidays, full-moon parties, and private parties are examples of these types of events.

4:00 p.m. Send memo to corporate office regarding what checks need to be written for entertainment that week. Ensure that each band has proper paperwork filled out for tax purposes.

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5:00 p.m. Every day the staff needs to be reminded to step it up. Motivation comes from the top down. The bar business is a stage, and the bartenders are on a stage. The staff will typically need to be reminded of this on a consistent basis. Open lines of communication are very important and allow you to apply constructive criticism or accolades, as they are appropriate.

6:00 p.m. It’s time to have a drink. That’s the management side of the bar. The nighttime is another animal entirely!

i n t r O d u c i n g r O b W e s t F a L L (Continued)

t e c H n O L O g Y s P O t L i g H t

Using technology to Control Beverage Costs

Courtesy of James McManemon, M.S., University of South Florida Sarasota–Manatee

Controlling costs in a food service operation is one of the key elements for being successful. Traditionally, the profit margins in the food service establishments are very slim (about 5–8  percent). This requires the restaurant owners and managers to be in control of the food and beverage costs at all times. There are several technology applications that will help food service operations to keep track and control costs. An important part of food ser- vice operations is beverage service and sales. Controlling beverage costs differs from controlling food costs. Food costs should be around 28–32 percent of the sales price, whereas beverage costs should be between 18 and 22 percent of the sales price. Every reduction in food and beverage cost percentage results in a higher gross profit. Beverage sales (alcoholic and nonalcoholic) are an easy way to increase profitability because the costs are lower and the gross margin is far greater for beverage than for food.

There are several technologies that will help operators to control beverage costs. One of them is Accu- Bar, which is a sophisticated beverage management program that uses personal digital assistants (PDAs) to scan the bar codes on the labels of liquor, beer, and wine bottles, as well as virtually any other items you may have in inventory. The PDA quickly collects counts to simplify tracking of (1) physical inventory, (2)  receiving, (3)  perpetual inventory, (4) supplier, (5) ordering, (6) transfers between locations, (7) banquet and event con- sumption, (8) large wine cellars, (9) requisitions, (10) empties, (11) variances, (12) slow-moving stock, and (13) cost of goods. Once the PDA has collected the data, it syncs with a PC (or wirelessly) to send the encrypted files to AccuBar’s back-end software. From there, the user can log in through a secure Web site to perform many of AccuBar’s functions. Restaurant operators report 50–80-percent time savings when using the AccuBar system. That’s a key benefit, because often it means the difference between a thorough, insightful inventory and one that has been rushed through after hours. And it can mean one manager efficiently completing the process with time to spare, instead of several burned-out managers having to work late or off hours.

Another way of tracking beverage costs is through a device that controls the dispensing of alcoholic bever- ages. In this system, each bottle is attached to a dispensing system with different measures of pours. As the

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Instead of holding up bottles and guessing what is left in them or even weighing each bottle at the end of shifts, the aZ-200 controller can at any time give a report of what was sold, who completed the transaction, how the system was used, and what the actual profits are by brand, transaction, or product group. the system can be remotely monitored from home or other locations by dialing into the bar location; this is handy for making price changes and monitoring sales activity.

the aZ-200 is the heart of a dispensing system that interfaces with a variety of products: “spouts,” a cocktail tower, beer, wine, juice, soft drink machines, and soda guns. the system even runs cocktail programming, so if the bartender does not know what goes into a certain drink, he or she can hit the cocktail button, and the system will tell the bartender what liquor bottle to pick up and will control the recipe pour amounts.27

Personnel Procedures another key component of internal control is having procedures in place for screening and hiring bar personnel. employees must be experienced in bartending and cocktail serving, and they also must be honest because they have access to the bar’s beverage inventory and its cash.

Bar managers may also implement several other procedures to control inventory and reduce the likelihood of employee theft. One popular method is the use of spotters, who are hired to act like typical bar customers, but who are actually observing the bartenders and/or cocktailers for inappropriate behavior, such as not taking money from customers or overpouring. another method for checking bar personnel is to perform a bank switch in the middle of the shift. In some cases, employees steal from the company by taking money from customers without ringing it up on the register. they keep the

bartender pours in to a glass, each pour is registered, therefore allowing full control of the beverage sales and keeping inventory. The disadvantage of this system is the low speed of service in a busy bar environment.

A new generation of beverage-dispensing control systems is the radio-frequency identification (RFID)–based systems. In this system, an RFID spout is assigned to each bottle in the bar, and every drink dispensed is auto- matically tracked in real time. The Capton beverage tracking solution uses RFID-enabled free-pour spouts, allow- ing bartenders to pour liquor without adjusting normal bar operations. Each spout contains an RFID microchip that wirelessly transmits pour data via radio frequency to a receiver. Every RFID microchip has a unique serial code, so each spout can be tracked individually. These spouts are completely self-contained and hold the battery, electronics, transmitter, and microchip. They are water resistant and impact resistant so they can be cleaned like any other pour spout. They fit all major brands of liquor and are completely reprogrammable through a simple software update. Every event, including pours, placement on bottle, and placement off bottle, is date and time stamped and transmitted in real time. The wireless spouts transmit on a low-range AM spectrum (433 mega- hertz). With this system, the management can know the perpetual inventory (total inventory—all sales) at a given time.

t e c H n O L O g Y s P O t L i g H t (Continued)

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extra money in the cash drawer until the end of the shift when they are cash- ing out, at which point they retrieve the stolen funds. to do a bank switch, the manager must “z-out” a bartender’s cash register, take the cash drawer, and replace it with a new bank. the manager then counts the money in the drawer, subtracts the starting bank, and compares that figure to the one on the register’s tape. If there is a significant surplus of funds, it is highly likely that the employee is stealing. If there is less than what is indicated on the tape, the employee may be honest but careless when giving change or hitting the buttons on the register. either way, there is a potential for loss.

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 sitting down to dinner. this allows the restaurant to space out the guests’ orders so that the kitchen can cope more effectively; it also increases beverage sales. the profit margin from bever- ages is higher than the food profit margin.

In some restaurants, the bar is the focal point or main feature. guests feel drawn to having a beverage because the atmosphere and layout of the restaurant encourages them to have a drink. Beverages generally account for about 25–30 percent of total sales. Many restaurants used to have a higher percentage of beverage sales, but the trend toward responsible consumption of alcoholic beverages has influenced people to decrease their consumption.

Bars carry a range of each spirit, beginning with the well package. the well package is the least expensive pouring brand that the bar uses when guests simply ask for a “scotch and water.” the call package is the group of spirits that the bar offers to guests who are likely to ask for a particular name brand. For example, guests may call for johnnie Walker red Label. an example of a premium scotch is johnnie Walker Black Label, and a super premium scotch is Chivas regal.

a popular method of costing each of the spirits poured is to calculate cost according to the following example:

a premium brand of vodka such as grey goose costs $41.25 per liter and yields twenty-five 1¾-oz shots that each sell for $7.25. therefore, the bottle brings in $181.25. the profit margins pro- duced by bars may be catego- rized as follows:

Liquor Pouring Cost % (approx.)

12

Beer 25

Wine 38

When combined, the sales mix may have an average pouring cost of 16–20 percent.

Beach restaurant at dusk.

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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. as soon as the stock level falls to a level below the par level, more is automatically purchased.

nightclubs nightclubs have long been a popular place to go to get away from the stresses of everyday life. From the small club in a suburban neighborhood to the world-famous clubs of new York, Las vegas, and Miami’s South Beach, all clubs have one thing in common: people frequent them to kick back, relax, and, more often than not, enjoy a wild night of dancing and partying with friends and strangers alike.

Like restaurant ownership, starting up a nightclub is a very risky busi- ness. But with the right education and proper planning, nightclub ownership can be a very profitable endeavor. as with most businesses in the hospital- ity industry, many believe that experience is more important than education and that you can learn as you go. however, when embarking on a journey as involved as owning a nightclub, a person with a degree and a high level of education is well ahead of the game.

the ability to read the market is key in developing a nightclub. When investing anywhere from $300,000 to $1 million in start-up costs, it is of utmost importance to be sure that the right spot is chosen and that a rel- evant market is within reach. great nightclubs result from an accurate and calculated read of a marketplace, not by virtue of good luck. In fact, the number one cause of early nightclub failure stems from an inaccurate read on the marketplace. For example, if an entrepreneur is interested in opening up a country line–dancing nightclub in an urban neighborhood, he or she may want to do extensive market research to be sure that members of the community even like country music.

When considering the prospect of a new nightclub, it is important to invest considerable time in the study of demographics, market attitude, and social dynamics of the proposed target. Many people tend to come up with a concept they are dead set on pursuing without really digging into the mar- ket. One should take all markets into account, even if the other markets may not seem relevant at the time. In the future, it may be these same markets that are being divided to come to the newer clubs that have just opened.

a new and exciting concept is a highly important factor in creating a nightclub. Some people feel that if one nightclub is doing well down the street, they will open the same type and be equally successful. this is not true. variety is one of the keys to successful business. By offering patrons a fresh new opportunity, one can draw clientele away from the old clubs and into the new club.

Budgeting is another big factor in developing a nightclub. although such an undertaking can be very costly, cutting corners in building and design will only hurt the business later. It is better to spend the money now and do it right than to have to spend more money for repairs later. Creating a bud- get should include all aspects of the operation, including, but not limited to,

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food and beverage, staffing and labor, licenses, building ramifications, décor, lighting, and entertainment.

Be sure to know all the legal issues that come with running a nightclub. For example, many laws exist on the sale and distribution of alcohol. In many instances, if a problem occurs involving a patron who was last drink- ing at the club, the problem can be considered the fault of the operation’s management. Lawsuits can arise fairly easily, and it is highly important to be aware of such possibilities.

nightclubs can be great experiences for both the patrons and the owner because revenues can be very high. however, it is important to remember the risks involved and work to minimize them.

although this is only a brief discussion of the creation of a nightclub, the points given are quite important to successful operation. as with all business endeavors, the more one knows about the industry with which he or she is getting involved, the better off the business will be. For more informa- tion regarding the nightclub industry, go to www.nightclub.com or www .nightclubbiz.com.

brewpubs and Microbreweries Brewpubs are a combination brewery and pub or restaurant that brews its own fresh beer onsite to meet the taste of local customers. Microbreweries are craft breweries that produce up to 15,000 barrels (or 30,000 kegs) of beer a year. the north american microbrewery industry trend revived the concept of small breweries serving fresh, all-malt beer. although regional breweries, microbrew- eries, and brewpubs account for only a small part of the north american brew- ing industry in terms of total beer production (less than 5 percent), they have a potentially large growth rate. One reason for the success of microbreweries and brewpubs is the wide variety of styles and flavors of beer they produce. On one hand, this educates the public about beer styles that have been out of production for decades and, on the other hand, helps brewpubs and restau- rants meet the individual tastes and preferences of their local clientele.

Starting a brewpub is a fairly expensive venture. although brewing sys- tems come in a wide range of configurations, the cost of the equipment ranges from $200,000 to $800,000. Costs are affected by factors such as annual production capacity, beer types, and packaging. the investment in microbreweries and brewpubs is well justified by the enormous potential for returns. Microbreweries can produce 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. there are several regional brewpub restaurants of note, including rock Bottom, which built its foundation on a tradition of fresh handcrafted beers and a diverse menu. It promotes itself as a place to gather with friends, drink the best beer around, enjoy a great meal, and share good times. john harvard’s has a famous selection of ales and lagers that are brewed on the premises according to the old english recipes brought to america in 1637 by john harvard, after whom harvard University is named. gordon Biersch has several excellent brewery restau- rants also offering handcrafted ales and beers along with a varied menu.

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sports bars Sports bars have always been popular but have become more so with the decline of disco and singles bars. they are places where people relax in the sporting atmosphere, so bar/restaurants such as Characters at Marriott hotels have become popular “watering holes.” Satellite tv coverage of the top sporting events helps sports bars to draw crowds. Sports bars have evolved over the years into much more than corner bars featuring the game of the week. In the past, sports bars were frequented by die-hard sports fans and were rarely visited by other clientele. today, the sports bar is more of an entertainment concept and is geared toward a more diverse base of patrons.

Sports bars were originally no more than a gathering spot for local sports fans when the home team played on tv. now, such places have been transformed into mega-sports adventures, featuring musical enter- tainment, interactive games, and hundreds of tvs tuned in to just about every sport imaginable. “there are no more watering holes,” says Zach Strauss, general manager of Sluggers World Class Sports Bar in Chicago. “things have changed. people are more health conscious; nobody really drinks, drinks, drinks anymore… . You have to offer more than booze. people expect sports bars to have more personality, better food, and bet- ter service.”28

today’s sports bars are attracting a much more diverse clientele. now, more women and families are frequenting these venues, which provide a new prospect for revenue for bar owners. Scott estes, founding partner of Lee roy Selmon’s restaurant in tampa, Florida, has recognized that women are an increasing revenue force in the industry and has made adjustments to his restaurant to be sure to capitalize on this rapidly expanding market. Sports bars are also making changes in their establishments to become more family oriented. Lee roy Selmon’s main dining room, for example, is a tv-free environment. Many families go into sports bars and request a room with no tvs, so, recognizing that, an increasing number of owners have chosen to set aside a special place where families can eat uninter- rupted by the noise of tv.

another method of attracting bar patrons on slower nights is to offer games and family-friendly menus. Frank- lin park in Brooklyn attracts families with its indoor and outdoor spaces. Kids are entertained by skee ball, photo booth, and pop-a-shot. Sports bars have also become the latest version of the tradi- tional arcade. Many bars offer interactive video games where friends and families can compete against one another. virtual reality games such as Indy 500 and other sports games are available at many estab- lishments. Some venues have even gone

Sports bar.

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a step farther and offer batting cages, bowling alleys, and basketball courts for their patrons to enjoy.

another aspect of the sports bar that has changed drastically is the menu. Sports bars have a reputation for serving spicy chicken wings, hamburgers, and other typical bar fare. But just as sports bars have evolved in their entertain- ment offerings, so too have their menus. people’s tastes have changed, causing sports bars to offer a more diverse menu. today, guests can dine on a variety of foods, from filet mignon to fresh fish, to gourmet sandwiches and pizza. now people frequent sports bars as much for the great meal they will have as for the entertainment. In the past, sports bars usually had a few tvs that showcased games that would appeal to the area and big games such as the Super Bowl. the sudden increase in technology and tv programming available has made game viewing very different. the popularity of satellites and digital receivers has allowed bars to tune in to virtually dozens of events at any given time. Bars now have hundreds of tvs, and fans can watch games featuring every sport, team, and level of play around the world at any time of the day or night.

Burbank, California–based eSpn Zone has about 200 tvs in each of its locations so that fans can catch all the action. a handful of tvs are placed in the restaurant’s bathrooms because the evolution of sports bars has turned the smoky corner bar into an exciting dining and sports experience. Cus- tomers who once rarely frequented the establishments, such as women and families, are now some of the biggest patrons, increasing both attendance and revenue at sports bars.

coffee shops another fairly recent trend in the beverage industry in the United States and Canada is the establishment of coffeehouses, or coffee shops. Coffeehouses originally were created based on the model of Italian bars, which reflected the deeply rooted espresso tradition in Italy. the winning concept of Italian bars lies in the ambiance they create, which is suitable for conversation of a personal, social, and business nature. a talk over a cup of coffee with soft background music and maybe a pastry is a typical scenario for Italians. Much of the same concept was re-created in the United States and Canada, where there was a niche in the beverage industry that was yet to be acknowledged and filled. the original concept was modified, however, to include a much wider variety of beverages and styles of coffee to meet the tastes of north american consumers. Consequently, the typical espresso/ cappuccino offered by Italian bars has been expanded in north america to include items such as iced mocha, iced cappuccino, and so forth.

Students as well as businesspeople find coffeehouses a place to relax, discuss, socialize, and study. the success of coffeehouses is reflected in the establishment of chains such as Starbucks, as well as family-owned, indepen- dent shops.

Wireless cafés are a recent trend in the coffeehouse sector. Wireless cafés offer the use of computers, with Internet capability, for about $6 per hour. guests can enjoy coffee, snacks, or even a meal while online. reasonable rates allow regular guests to have e-mail addresses.

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▶ check Your Knowledge

1. Describe the bar setup.

2. how is inventory control conducted?

3. What is the average beverage pouring cost percentage?

4. What is a trend in sports bars?

Liquor Liability and the Law Owners, managers, bartenders, and servers may be liable under the law if they serve alcohol to minors or to persons who are intoxicated. the extent of the liability can be very severe. the legislation that governs the sale of alcoholic beverages is called dram shop legislation. the dram shop laws, or civil damage acts, were enacted in the 1850s and dictated that owners and operators of drinking establishments are liable for injuries caused by intoxi- cated customers.

Some states have reverted back to the eighteenth-century common law, removing liability from vendors except in cases involving minors. nonethe- less, most people recognize that as a society we are faced with major prob- lems of underage drinking and drunk driving.

to combat underage drinking in restaurants, bars, and lounges, a major brewery distributed a booklet showing the authentic design and layout of each state’s driver’s licenses. trade associations such as the national restau- rant association and the american hotel & Lodging association, together with major corporations, have produced a number of preventive measures and programs aimed at responsible alcohol beverage service. the major thrust of these initiatives is awareness programs and mandatory training pro- grams, such as ServSafe alcohol, that promote responsible alcohol service. ServSafe alcohol is sponsored by the national restaurant association and is a certification program that teaches participants about alcohol and its effects on people, the common signs of intoxication, and how to help customers avoid drinking too much.

Other programs for responsible alcohol service and consumption include designated drivers, who only drink nonalcoholic beverages to ensure that they can drive friends home safely. Some operators give free nonalcoholic beverages to the designated driver as a courtesy.

One positive outcome of the responsible alcohol service programs for operators is a reduction in the insurance premiums and legal fees for bever- age establishments, which had skyrocketed in previous years.

trends in the Beverage Industry Courtesy of Dr. greg Dunn, Senior Lecturer & Managing Director, UF eric Friedheim tourism Institute

LearnIng OBjeCtIve 5 Explain a restaurant’s liability in terms of serving alcoholic beverages.

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• Seasonal lattes. restaurants and bars are spicing up their coffee and tea drink offerings beyond the traditional vanilla, mocha, and caramel fla- vors. For instance, fast food and casual dining stores are offering pump- kin spice, toffee nut, and gingerbread lattes during the holidays. Others have added red velvet (cake-flavored) lattes, peppermint mocha, and white chocolate cheesecake.

• Cocktails. the profession of bartending is constantly developing to keep up with the increasing interest in crafting cocktails. the art of mixing, infusing, and pairing liquors with a number of other ingredients is constantly evolving to new experimental and even scientific heights. Mixologists are always seeking out new ways to turn the average martini or basic mixed cocktail into a new and exciting concoction that not only looks cool, but also sends your taste buds racing and truly raises your spirit! Outlined below are some of the trendy ingredients, accompaniments, and mixing methods that you’re sure to start seeing more of:

– It’s all about the ice. Mixologists know that the amount of ice used and the way ice is shaped makes a difference in the look and taste of the end product. Cubed, cracked, crushed, chipped, shaved, spherical, and smoky: the shape of ice and the amount that is used determine the rate of dilution. Some of the more advanced include a dense spherical shape of ice used for keeping the alcohol cool when you don’t want the ice to dilute the drink at a rapid rate. additionally, dry ice is used to create a thick smoke, often reminiscent of a volcano erupting in your glass.

– Less mixer is more. Mixologists are replacing the typical sugary mixer, such as margarita mix, fountain sodas, and concentrated fruit juices, with natural, organic, and fresh mixers. By using fresh squeezed fruit juices, homemade syrups, tonics, and bitters, and muddled fruits, vegetables, and herbs, your favorite drinks can be made fresher, less manufactured, and lower in calories.

– Infusing spirits with fresh flavor. Spirits can be infused with fruits, vegetables, herbs, spices, and a number of other flavors to create a product that can be enjoyed on its own or as a mixed drink. With infused spirits, single flavors and simple combinations are known to work best; think chile and lime, lemon and basil, chocolate and cherries, or any one of those ingredients unaccompanied. Infused spirits can also be paired with foods to create a heightened culinary experience.

– Cocktails synched with food concepts. For instance, seafood restaurants are introducing beach drinks and “moonshine” cocktails while others such as Brazilian steakhouses are offering variations of their traditional caipirinha.

– Different and unique Scotches, herbaceous liquors, and bitters. Mixologists are introducing and reinventing craft cocktails by combining upscale and small batch liquors with homemade mixers using old-school techniques in order to create premier cocktails full of flavor, balance, and aesthetic appeal.

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• Microbreweries and local craft beer. the proliferation of small breweries across the nation has given way to new brewpub concepts and offer chain restaurants a way to source local product without looking to brewers and farmers. Microbreweries are places that craft their own beers and offer customers a different type of experience than traditional restaurants and bars. Chains are encouraging local managers to seek out popular local beers, holding local craft beer dinners, and recommending specific local craft beer pairings to drink with its food menu items. new beer recipes are turning toward a sour beer taste, and craft brewers are using beer with wild yeasts and aging them in wood to give them a slightly acidic taste or moving to “beertails”—cocktail drink recipes made with beer instead of wine or spirits.

• Fresh-pressed juices, enhanced iced teas, and craft sodas. Following the increasing demand for fresh, natural, organic, and craft-style bev- erages, many bars and restaurants are featuring enhanced nonalco- holic beverages such as fresh-pressed juices, enhanced iced teas and energy drinks, and small batch craft sodas. restaurants, bars, and re- tail operations are increasingly offering fresh pressed juices—organic or nonorganic and either made in house or purchased from local vendors. tea, especially green tea, is being lauded for its health ben- efits, and many have grabbed onto that halo and made it their own by adding fruit, such as pomegranate, acai berry, and peach iced teas. Others are offering iced teas fortified with unique blends of antioxi- dants, vitamins, and minerals. and as more restaurateurs understand the potential profitability of serving unique nonalcoholic beverages to discerning customers, restaurants are also beginning to offer more house-made small batch custom sodas to add to the uniqueness of the experience and brand.

• Freestyle Beverages. Both Coca-Cola and pepsiCo are experimenting and offering new freestyle drink dispensing machines so consumers have the opportunity to custom make their own soft drink mixes—up to 146  different options. Beverage companies are targeting the millen- nial generation, and the high-tech, touch-screen dispenser flavors self- created beverages in microdoses. the freestyle system is not a beverage formula, but a formula for survival in the $76 billion soft drink industry highlighted by intense competition and growing consumer rejection— as more and more consumers move away from carbonated drinks to more natural and healthier options. this new system may be one way to keep millennials fully engaged, socially involved, and buying more core beverage products.

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c a s e s t u d Y

java Coffee house

Michelle Wong is manager of the Java Coffee House at a busy location on Union Street in San Francisco. Michelle says that there are several challenges in operating a busy coffeehouse, such as training staff to handle unusual circumstances. For example, one guest consumed a cup of coffee and ate two-thirds of a piece of cake and then said he didn’t like the cake, so didn’t want to pay for his order.

Another problem is suppliers who quote good prices to get her business and then, two weeks later, raise the price of some of the items.

Michelle says that the young employees she has at the Java Coffee House are her greatest challenge of all. According to Michelle, there are four kinds of employees—those who are lazy, those who are good but not responsible, those who steal, and those who are great and are no trouble.

discussion Questions 1. What are some suggestions for training staff to handle unusual circumstances? 2. How do you ensure that suppliers are delivering the product at the price quoted? 3. What do you do with lazy employees? 4. What do you do with irresponsible employees? 5. How do you deal with employees who steal?

c a s e s t u d Y

hiring Bar personnel

As bar manager of a popular local nightclub, it is your responsibility to interview and hire all bar personnel. One of your friends asks you for a job as a bartender. Because he has experi- ence, you decide to help him out and give him a regular shift. During the next few weeks, you notice that the overall sales for his shifts are down slightly from previous weeks when other bartenders worked that shift. You suspect he may be stealing from you.

discussion Questions 1. What are your alternatives for determining whether your friend is, in fact, stealing? 2. If you determine that he has been stealing, how do you handle it?

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Key Words and Concepts alcoholic beverage beer brandy champagne cognac dram shop legislation fermentation fortified wines hops

inventory control liquor malt mashing nonalcoholic beverage Prohibition proof sparkling wine spirit

vintage white spirits wine wine and food pairing wine tasting wort yeast

Review Questions

1. What is the difference between fortified and aromatic wines? In what combination is it suggested to serve food and wine and why?

2. Describe the brewing process of beer. What is the difference between a stout and a pilsner?

3. Name and describe the main types of spirits.

4. Why have nonalcoholic drinks increased in popularity, and what difficulties do bar managers face when serving alcohol?

5. Describe the origin of coffee.

6. What activities are referred to as theft of the bar’s beverage inventory?

7. Explain what the well and call packages are.

8. List the important operational tasks in bar and beverage management.

Summary 1. Beverages are categorized into alcoholic

and nonalcoholic beverages. Alcoholic beverages are further categorized into spirits, wines, and beer.

2. Wine is the fermented juice of ripe grapes. It is classified as red, white, and rose, and we distinguish between light beverage wines, sparkling wines, and aromatic wines.

3. The six steps in making wine are crush- ing, fermenting, racking, maturing, filtering, and boiling. France, Germany, Italy, Spain, and Portugal are the main European wine- producing areas, and California is the main American wine-producing area.

4. Beer is a brewed and fermented beverage made from malt. Different types of beer include ale, stout, lager, and pilsner.

5. Spirits have a high percentage of alcohol and are served before or after a meal. Fermentation and distillation are parts of their processing. The most popular white spirits are rum, gin, vodka, and tequila.

6. Today people have become more health conscious about consumption of alcohol; nonalcoholic beverages such as coffee, tea, soft drinks, juices, and bottled water are increasing in popularity.

7. Beverages make up 20–30 percent of total sales in a restaurant, but managers are liable if they serve alcohol to minors. Programs such as designated drivers, ServSafe Alcohol, and the serving of virgin cocktails have increased.

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Apply Your Knowledge

1. In groups, do a blindfold taste test with cans of Coke and Pepsi. See if your group can identify which is which.

2. Can dark roast coffee be used in canned roasts? Explain your answer.

3. Request a local wine representative to demonstrate the correct way of opening and serving a bottle of nonalcoholic wine. Then practice opening a bottle yourself.

4. What type of wine would be recommended with the following:

a. Pork

b. Cheese

c. Lamb

d. Chocolate cake

e. Chicken

Internet Exercises

1. Organization: James Halliday Australian Wine Companion Summary: James Halliday Australian Wine Companion is an online guide to wine, con- taining wine reviews and tasting notes from wine critic and vigneron James Halliday.

(a) Click on “Tasting Notes” and find “Understanding Wine Ratings.” What is the 100-point system in wine rating? (b) Click on “Essentials” and look for “Wine and Food.” Which wines are recommended for seafood in spring, summer, fall, and winter?

2. Organization: Costa Coffee Summary: Costa Coffee is a coffeehouse chain headquartered in the United Kingdom. The chain has a presence in over 29 countries.

(a) What is the Costa Experience? (b) What are the functions of the Coffee Club App?

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264 Part II Beverages, restaurants, and Managed Services

Suggested activities

1. Search the Internet for underage drinking statistics and related highway deaths in your state.

2. Check local laws and regulations on responsible Service of alcohol (rSa).

3. Discuss the significance of a spotter in inventory control.

endnotes 1. personal correspondence with jay r. Schrock,

Dean, School of hotel and restaurant Management, University of South Florida, March 26, 2011.

2. Ibid. 3. Dr. vino, “60 Minutes on red wine, 1991,” http://

www.drvino.com. Search for “60 minutes on red wine” (accessed august 31, 2015).

4. this section draws on Sarah Berkley, “Organic and Sustainable Wine production expanding rapidly in California,” Organic Consumers association, http:// www.organicconsumers.org/organic/wine012104. cfm (retrieved March 12, 2015).

5. Budweiser Brewing Company presentation, University of South Florida, tampa, Florida, September 7, 2004.

6. Ibid. 7. Greg hottinger, “Organic Beer: tapping a New

Market,” BestNaturalFoods.com, http://bestnatural foods.com/newsletter/organic_beer.html (accessed May 27, 2015).

8. Craft Beer, Small, Independent Traditional, www .craftbeer.com. Go to blogs, click on Craft Beer Muses, search for “Small Independent traditional,” and click on the Craft Breweries: Small, Indepen- dent and traditional article (accessed March 21, 2015).

9. Drink Craft Beer, Home Page, www.drinkcraftbeer .com/ (accessed March 21, 2015).

10. Craft Beer, Small, Independent Traditional, www .craftbeer.com. Go to blogs, click on Craft Beer Muses, search for “Small Independent traditional,” and click on the “Craft Breweries: Small, Independent and traditional” article (accessed March 21, 2015).

11. Ibid. 12. Brewers association, Home Page, www.brewers

association.org (accessed November 13, 2014).

13. jonny Fullpint, “Oregon honors Full Sail Brewing for Sustainability,” the Full pint, january 6, 2009, http://thefullpint.com. Click on Beer News and search for “Oregon honors Full Sail Brewing” (accessed March 14, 2015).

14. “10 Must-Do Steps for Sustainable homebrewing,” The Beer Apostle (blog), thursday, april 2, 2015, http://www.thebeerapostle.com/ (accessed april 15, 2015).

15. New Belgium Brewing Company, Inc. (2009). Sustainability Management System. New Belgium Brewing Company, 27. retrieved from http://www .newbelgium.com/. Click on Sustainability, click on environmental Metrics, click on New Belgium’s S.M.S. to view this file (accessed September 13, 2015).

16. Odell Brewing Company, “Sustainability around the Brewery,” Odell Brewing Company (blog), april 22, 2015, http://odellbrewing.com/. Click on Blog, click on Sustainability, click on Sustainability around the Brewery to view the article (accessed September 13, 2015).

17. Costas Katsigiris and Mary porter, The Bar and Beverage Book, 3rd ed. (New York: john Wiley and Sons, 2002), 139.

18. “Coffee Statistics,” E-Importz, http://www.e-importz .com. Click on Coffee Statistics (accessed November 13, 2014).

19. “the history of Coffee,” National Coffee Asso- ciation USA, http://www.ncausa.org. Click on Knowledge Bank, all about Coffee, the history of Coffee (accessed March 21, 2015).

20. Ibid. 21. “Starbucks Company Statistics–Statistic Brain,”

2014 Statistic Brain Research Institute, publishing as Statistic Brain, research Date: april 20, 2015, http://www.statisticbrain.com/, search for “Star- bucks company statistics” (accessed May 22, 2015).

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22. Elaine Watson, “Energy Drinks, Coffee and Bottled Water: The Top Performers in the Center of the Store,” FoodNavigator-USA, January 3, 2013, http:// www.foodnavigator-usa.com/. Search for “Energy drinks, coffee and bottled water” to find this article (accessed May 27, 2015).

23. “Energy Drink Dollar Sales Grow 13.3%,” CSP Daily News, March 17, 2011, http://www.cspnet .com/. Search for “Energy Drink Dollar Sales Grow 13” for this article (accessed May 27, 2015).

24. Belverd Needles, Marian Powers, and Susan Crosson, Financial and Managerial Accounting, 10th ed. (Boston: Cengage Learning, 2013), 331.

25. Scannabar, Liquor Inventory Software, http:// en.scannabar.com/. Go to Products and click on Liquor Inventory (accessed March 19, 2015).

26. Scannabar, Wine Inventory Software, http:// en.scannabar.com. Go to Products and click on Wine Inventory (accessed March 19, 2015).

27. Azbar Plus, Home, www.azbarplus.com (retrieved March 19, 2015).

28. Personal conversation with Zach Strauss, General Manager of Sluggers World Class Sports Bar in Chicago, May 4, 2007.

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