distilled spirits of the world - city tech openlab...distilled spirits hooch booze hard stuff rot...
TRANSCRIPT
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Distilled Spirits of the World
Lori Tieszen - Guest Lecturer
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ME
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TODAY
• Focus on Distillation & Types of Spirits from around the world
• BREAK
• Spirits Marketing
• Interactive Activity
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DISTILLED SPIRITS
Hooch
Booze
Hard Stuff
Rot Gut
Fire Water
PoisonSpirit
Adult Beverage
Hard Alcohol
Yak Giggle Juice
SauceThe Real McCoy
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PROHIBITION
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“The Real McCoy”• Bill McCoy, the pioneer rum runner of the Prohibition
era
• Known as The Real McCoy for never adulterating the
alcohol
• `
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Fermented or Distilled?Alcoholic Beverage
Fermented
Beverage?Distilled Beverage?
WINE?
GIN?
WHISKEY?
BEER?
SAKE?
COGNAC?
RUM?
CIDER?
VODKA?
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Fermented or Distilled?Alcoholic Beverage
Fermented
Beverage?Distilled Beverage?
WINE? X
GIN?X
WHISKEY? X
BEER?X
SAKE? X
COGNAC?X
RUM?X
CIDER? X
VODKA?X
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HISTORY OF DISTILLATION
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Proof of Spirit?• Primitive distillers would determine if the spirit
was strong enough by:
• Mixing the spirit & gunpowder (50/50) with a
flame
• Burned too brightly = too strong
• Burned evenly with blue flame = “proved”
• Each degree of “proof” = ½% alcohol
• 80 Proof = 40% ABV (alcohol by volume)
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Producing Spirits: Distillation
1. Prepare raw materials (sugar source)
for fermentation
2. Fermentation
3. Distillation
4. Post-distillation
• Filtering, blending, maturation, flavor,
sweetening
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Fermentation
Formula:
•Sugar + Yeast =
Ethanol (alcohol) + Carbon Dioxide + Heat
Goal of Fermentation:
•Release as many congeners (impurities) as
possible
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Distillation• The process of separating alcohol from water
and other materials
• Water boils: ____________
• Alcohol boils: ____________
• Pot Still
• Continuous / Column “Coffey” Still
212 degrees F
173 degrees F
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Pot Still (process)
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Pot Still Images
Scotch Whisky
Pot Stills
French Cognac
Pot Still
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Column/Continuous
Still Images
2 column
Coffey Still
Continuous Still
Multi-Column
Continuous Still
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Benefits of Pot Stills
• Greater congener retention
• Multiple distilling process results in
greater array of flavor components
• Choice of size and shape affects
quality of ultimate spirit
• Appropriate for products produced
in relatively small batches
• Legally required in some cases, as
in Cognac and single malt Scotch
Whisky
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Benefits of Continuous Stills
• Can be engineered to remove
specific congeners with a high
degree of precision
• Can operate continuously
• Ability of distiller to "fine tune"
exact components in final spirit for
taste and quality purposes
• Because of high purity potential,
appropriate for "white" spirits
• Can produce spirit at higher level
of alcohol than pot stills, and in a
single distillation
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Benefits of Pot Stills Benefits of Continuous Stills
• Greater congener retention • Can be engineered to remove
specific congeners with a high
degree of precision
• Multiple distilling process results in
greater array of flavor components
• Can operate continuously
• Choice of size and shape affects
quality of ultimate spirit
• Ability of distiller to "fine tune"
exact components in final spirit for
taste and quality purposes
• Appropriate for products produced
in relatively small batches
• Because of high purity potential,
appropriate for "white" spirits
• Legally required in some cases, as
in Cognac and single malt Scotch
Whisky
• Can produce spirit at higher level
of alcohol than pot stills, and in a
single distillation
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Types of spirits/raw materials
• Grain Based
• Whiskies
• Neutral Spirits
• Gin
• Vodka
• Fruit and Plant Based
• Brandy
• Rum
• Tequila
• Liqueurs
• Anise Spirits
• Bitters
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Grain Based• Whiskey
• Scotch Whisky: Sugar source: _______
• Peat is ___________________ used for
_________________________________
• Single Malt Scotch
• Irish Whiskey: Sugar source: ____________________
• American Whiskey (Bourbon and Tennessee): Sugar source:
________
• Pot Stills
• Distilled to 190 Proof (80% abv)
• Stored in oak barrels
Barley
Coal at its primary stage
Drying the “green malt” before fermentation.
barley, corn, rye, wheat & oats
rye & corn
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Whiskies
Single Malt
Scotch Whisky
Blended Scotch
Whisky
American
Whiskey
Irish
Whiskey
Barley Rye or CornBarley, Corn, Rye,
Wheat or Oats
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Neutral Spirits• Vodka
• Sugar source: ________________________
• Continuous, Column Stills mostly
• Charcoal Filters used for purifying
• Gin
• Sugar source: _______________________
• Combination of Continuous Column Stills & Pot Still
• Flavored with _____________ can also use other botanicals herbs and spices
cereals, grains, corn & potatoes
cereals, grains, corn & potatoes
Juniper berries
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Fruit & Plant Based• Brandy
• Sugar source: __________
• Pot and/or Continuous Distilled depending on laws
• Cognac, Armagnac, Calvados, American Brandy
• Rum
• Sugar source: ___________________
• Continuous, Column or “Coffey” Stills plus some Pot Stills
• Types of Rum
• Clear and Dark
• Aged and Unaged
Grapes/wine
Molasses or cane juice
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Fruit & Plant Based
• Tequila
• Sugar source: _______________
• Pot Distilled
• Types of Tequila:
• Blanco/silver, reposado, añejo
Blue Weber Agave
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Terms to know before we go
• Fermentation
• Congener
• Distillation
• List types of spirits, name/base ingredient
• Proof vs. ABV
• Still (pot and continuous and which is used for each
spirit)
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BREAK!!
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SPIRITS MARKETING
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SPIRITS SALES IN USA
VODKA34%
IMPORTED WHISKEY13%
RUM12%
AMERICAN WHISKEY
11%
CORDIALS & LIQUEURS
11%
TEQUILA7%
BRANDY & COGNAC
5%
GIN5%
PREPARED COCKTAILS2%
% OF US SALES VOLUME
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SPIRITS TRENDS IN THE USASPIRIT % OF
SALES
TREND
VODKA 34%IMPORTED
WHISKEY 13%
RUM 12%AMERICAN
WHISKEY 11%CORDIALS &
LIQUEURS 11%
TEQUILA 7%
BRANDY & COGNAC 5%
GIN 5%PREPARED
COCKTAILS 2%
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SPIRITS TRENDS IN THE USASPIRIT % OF
SALES
TREND
VODKA 34%IMPORTED
WHISKEY 13%
RUM 12%AMERICAN
WHISKEY 11%CORDIALS &
LIQUEURS 11%
TEQUILA 7%
BRANDY & COGNAC 5%
GIN 5%PREPARED
COCKTAILS 2%
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SPIRITS ADVERTISING• PRINT
• Newspapers, Magazines & MENUS
• OUTDOOR
• Billboards, Buses & Posters
• TV
• DIGITAL
• Websites & Blogs
• SOCIAL MEDIA
• Facebook, Instagram & Twitter
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PRINT ADVERTISING
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OUTDOOR ADVERTISING
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TV ADVERTISING
• https://www.youtube.
com/watch?time_con
tinue=1&v=AOe5Fqy
WJ44
https://www.youtube.com/watc
h?v=21RM_FSTrU0
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DIGITAL/SOCIAL MEDIA:
VIDEOS
https://www.facebook.com/pg/j
ackdaniels/videos/?ref=page_i
nternal
https://www.facebook.com/p
g/Hennessy/videos/?ref=pa
ge_internal
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SOCIAL MEDIA: FACEBOOK
1 million fans
16 million fans
3 million fans
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SOCIAL MEDIA: INSTAGRAM
139k followers
286k followers
236k followers
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SOCIAL MEDIA: TWITTER
74k followers
236k followers
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BEVERAGE MENUS
1. Increase cocktail sales
2. Influence cocktail sales
3. Promote “signature” drinks
4. Makes more profit
5. Help consumers find an interesting cocktail
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BEVERAGE MENU
EXAMPLES
TIKI BAR
CLASSIC
BAR
HIGH-END
RESTAURANT
THEME
RESTAURANT
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IDEAS FOR BEVERAGE
MENUS
• Google “top cocktails” for ideas
• Develop drink ideas off of restaurant theme
• Think of alternative drink times:
• Brunch cocktails
• Happy hour cocktails
• After dinner cocktails/coffee drinks
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INTERACTIVE ACTIVITY
• 6 Groups: Each develop 2 drinks for a drink
menu for the following cuisine:
1. Italian Restaurant/Bar
2. French Restaurant/Bar
3. Chinese Restaurant/Bar
4. American Restaurant/Bar
5. BBQ Restaurant/Bar
6. Sushi Restaurant/Bar
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TIMING• WORK IN GROUPS: 20 MINUTES
• PRESENT TO THE CLASS: 5 MINUTES EACH
• RESTAURANT THEME/TYPE
• 2 COCKTAILS
• TYPE
• NAME
• HOW IT IS SERVED
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