hospitality manager's guide to wines, beers, and spirits 2nd edition
TRANSCRIPT
Online Instructor’s Manual to accompany
Hospitality Manager’s Guide To Wines, Beers, and Spirits
Second Edition
Albert Schmid CCP, CHE, CFBE, MCFE, CCE, CEC, COI
Upper Saddle River, New Jersey Columbus, Ohio
__________________________________________________________________________________ Copyright © 2008 by Pearson Education, Inc., Upper Saddle River, New Jersey 07458. Pearson Prentice Hall. All rights reserved. Printed in the United States of America. This publication is protected by Copyright and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. For information regarding permission(s), write to: Rights and Permissions Department. Pearson Prentice Hall™ is a trademark of Pearson Education, Inc. Pearson® is a registered trademark of Pearson plc Prentice Hall® is a registered trademark of Pearson Education, Inc. Instructors of classes using Albert Schmid’s, Hospitality Manager’s Guide to Wines, Beers and Spirits, Second Edition, may reproduce material from the instructor’s manual for classroom use.
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ISBN-13: 978-0-13-205968-8 ISBN-10: 0-13-205968-1
Table of Contents
Preface Introduction to the Instructor, page 4
Chapter 1 – A Short History of Alcohol, pages 5 – 12
Chapter 2 – Fermentation, pages 13 - 16
Chapter 3 – Alcohol Safety, pages 17 - 21
Chapter 4 – The Vineyard, pages 22 - 27
Chapter 5 – Wine Labels and Bottle Shapes, pages 28 - 31
Chapter 6 – Getting to know wine: tasting and pairing, pages 32 - 35
Chapter 7 – Light Bodied White Wines, pages 36 - 38
Chapter 8 – Medium Bodied White Wines, pages 39 - 42
Chapter 9 – Full Bodied White Wines, pages 43 - 47
Chapter 10 – Light Bodied Red Wines, pages 48 - 51
Chapter 11 – Medium Bodied Red Wines, pages 52 - 56
Chapter 12 – Full Bodied Red Wines, pages 57 - 61
Chapter 13 – Sparkling Wines, Dessert Wines, Fortified Wines and Aperitifs, pages
62 - 72
Chapter 14 – Beer: Ale and Lager, pages 73 - 77
Chapter 15 – Distillation and Distilled Spirits: Aged and Non-Aged, pages 78 - 83
Chapter 16 – Mixology, pages 84 - 89
Chapter 17 – Professional Alcohol Service, pages 90 - 94
Chapter 18 – Purchasing and Storage, pages 95 - 100
Chapter 19 – Beverage Cost Control, pages 101 - 106
Chapter 20 – Marketing and Selling, pages 107 - 111
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Preface Introduction to the Instructor Dear fellow Instructor/Professor,
I hope that you enjoy using The Hospitality Manager’s Guide to Wines, Beers, and Spirits, 2nd edition, in your classroom. The idea behind the book was to provide a user- friendly book for an introductory class of alcoholic beverage management that students would enjoy. This instructor’s manual’s purpose is to make the book very user friendly for the instructor.
This instructor’s manual is broken into chapters. Each chapter provides an outline
of the information presented in the book (including the quote at the beginning of the chapter) followed by the terms and study question which, can also be found in the book. In addition, this instructor’s manual provides sample test questions and suggested class activities for you to use.
My hope is that this manual can be used by you to aid your lecture, test writing,
and overall class content. The quotes for example could be used at the beginning of a class to allow the students to think about the quote’s relation to the subject matter or as an ice breaker for the day’s lecture. PowerPoint presentations for each chapter can be found on the book’s companion website, www.prenhall.com/schmid. Also, the students can access this web site for sample tests and exercises to aid in their learning. Enjoy this manual.
Sincerely, Albert W. A. Schmid, MA CCP, CHE, CFBE, MCFE, CCE, CEC, COI
4
Chapter 1 – A short history of Wines, Beers and Spirits
“The discovery of a wine is of greater moment than the discovery of a
constellation. The universe is too full of stars.”
Benjamin Franklin
Identify key moments in the history of wine:
• Wine accidentally found some 6, 000 to 10,000 years ago by hunter/gatherers.
• Wine mentioned in the Bible (Old Testament or Torah) as the first alcoholic
Beverage. Noah becomes the first vintner after disembarking from the ark.
• Records of wine being made at least 6,000 years old and found in Egypt and
Babylonia (Hammurabi’s Code).
• Egypt’s Pharaohs had wine buried with them in their tombs.
Identify key moments in the history of beer:
• Beer making paraphernalia from in Mesopotamia, Egypt, China, Rome, Greece,
Assyria, and Peru.
• Patron Saint of Brewing named sometime after his death in 640 A.D.
• In Belgium, first brewers guild founded sometime during the reign of Duke Jean I
(1251-1294)
• Clause in the Magna Carta (1215) deals with ale.
• German ruler William VI puts forth the Reinheitsgebot of 1516 (still used today).
• Mayflower passengers dropped off at Plymouth Rock when ships beer supply ran
short.
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• Harvard College opens in 1636 with brewery on campus, students revolt when
beer supply runs low in 1639.
• 1638, William Penn opens first large scale brewery in the “New World”
• Many founding fathers drinkers, brewery owners, etc.
Identify key moments in the history of spirits:
• Chinese use distillation in 1, 000 B.C. for gunpowder.
• Aristotle distills seawater in 4 B.C.
• 700 A.D. Poland and Russia learn that freezing wine and beer separates the
alcohol.
• Arnold de Villanova (1235-1312) named father of distilling in his lifetime.
• Polish start distilling drink made with potatoes in 1405. Russians name it “vodka”
(water of life).
• Brandy made in near Bordeaux in Armagnac in 1411. Calvados in 1533.
• Scotland and Ireland produce whisk(e)y in 1556.
• Bourbon first distilled in 1789 by Baptist Minister Elijah Craig. Name comes
from the county it was first distilled in or the French royal family.
• Alexander Hamilton suggests first tax on whiskey in the US.
• Farmers in Pennsylvania revolt and the situation is known as the Whiskey
Rebellion. President George Washington raises about 15,000 militia troops to put
down the rebellion.
6
Discuss wine’s importance in Greek and Roman civilization:
• The Greeks and Romans even has gods of wine: Dionysus (Greek) Bacchus
(Roman)
• Christian Church important for continuing research on making better wine for use
in the mass and banned the worship of wine gods.
Identify key moments in French wine history:
• Dom Perignon (Benedictine Monk) perfects sparkling wine in Champagne,
France. Other religious orders perfecting other wines, beers and spirits.
• Many Jewish ceremonies use wine.
• France (Old World), Alsace, Bordeaux, Loire, Rhone, and Burgundy.
Discuss basic rules and regulations concerning wine production:
• First regulations on wine, Phillip the Bold, Duke of Burgundy he banned the
Gamay grape.
• The Appellation d’ Origine Controlee (AOC) founded in 1923 by Baron Le Roy
for the Rhone region. Every French region would follow suit.
• German wine making different from French because of hills and the susse-
reserve.
• 1775, Abbot of Fulda accidentally found Spätlese wine other levels followed.
• Italian wine making date back to Roman days but Denominazion di Origine
Controllata (DOC) founded in 1963. Traditionally Italy uses different grapes.
Identify key moments in American wine making history:
• California wine making dates back to the 1700’s but really came to international
note in 1976.
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• Prior to 1919, wine made in many states New York, Missouri, Michigan,
Pennsylvania, Ohio, Iowa, and North Carolina.
Summarize the worldwide Phylloxera crisis:
• Vitis vinifera vs. Vitis labrusca
• Phylloxera vastatrix
• Problem solved, in 1869 by Professor Gaston Barzille.
Discuss the rise of microbreweries:
Explain the effect of Prohibition on the alcohol industry:
• Prohibition lasted from January 16, 1920 to December 5, 1933.
• 18th Amendment (Volstead Act)
• 21st Amendment
• 1851, Neal Dow of Maine, becomes the father of prohibition.
• 1862, advisors to President Lincoln ask him to strip General Grant of his
command because he is a “heavy drinker”. Lincoln replys find out what he is
drinking and send a case to all other Union Generals.
• 1917, President Wilson limits how much alcohol can be in beer to 2.75 %,
because of World War I.
• December 1917, Congress proposes 18th Amendment.
• The Speak-easy and Edward, the Prince of Wales.
• Bathtub Gin
• What the wine and beer makers did during prohibition.
• 1928, Smith vs. Hoover, “Rum, Romanism and Rebellion” and 1932 Roosevelt
vs. Hoover.
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• Post Prohibition
Terms:
Dom Pierre Perignon
The Christian Brothers Order
Hammurabi’s Code
Dionysus
Bacchus
Bacchanalia
Old-World Style
Appellation d’Origine Controlee (AOC)
Denominazione de Origine Controllata (DOC)
Vitis Vinefera
Vitis Lambrusca
French American Hybrids
Phylloxera Vastatrix
Microbreweries
Prohibition
18th Amendment
Volstead Act
21st Amendment
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Study Questions:
1) How was alcohol discovered?
By accident
2) Who were Dionysus and Bacchus?
The Greek and Roman gods of wine
3) Why was legislation, such as Hammurabi’s Code, the AOC, and the DOC,
necessary?
This legislation regulates the quality of wine.
4) Why were religious orders involved in the industry, and what are the uses of
wine in religion?
Religious orders were able to conduct research and increase the quality of wine
and other alcoholic beverage.
5) What was the effect of the Phylloxera mite on the wine world?
Phylloxera almost destroyed all of the worlds great vineyards
6) What effect did Prohibition have on the alcohol industry?
Prohibition shut down the alcohol industry in the United States and encouraged
the illegal transportation, sale, and production of alcohol.
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Exam Questions:
1) The reason that the Mayflower landed at Plymouth Rock was in part because the
Pilgrims were running out of beer.
a. true
b. false
2) The early Romans were the first group of people to label their bottles.
a. true
b. false
3) The Greek god of wine was
a. Bacchus
b. Dionysus
c. Drunkus Maximus
d. Marcus Aureoles
4) Which group of people were the first to distill?
a. the French
b. the Greeks
c. the Chinese
d. the Egyptians
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5) The Volstead Act outlawed all of the following except the:
a. production of alcohol
b. transportation of alcohol
c. consumption of alcohol
d. sales of alcohol
Suggested Class Activity
1. Have your students break into small groups. Each group should act
out a moment in alcohol history.
2. Have students research in the library ways that alcohol has affected
history and report to the class what they found.
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Chapter 2 – Fermentation
“At first, only a small wisp of foam hands and any activity, but soon the entire surface of the wort is churned out into a frothy head.” -- Garrett Oliver in The Brewmaster’s Table
Explain the process of fermentation:
• Yeast consumes sugar, producing alcohol and carbon dioxide.
Discuss the ingredients necessary for fermentation to occur:
• Sugar, yeast, and a liquid
Apply the science of fermentation:
• An interesting in-class experiment would be to add yeast to grape juice and
allow the students to see the fermentation process for themselves.
Discuss how different types of alcohol are fermented:
• Wine uses grapes or some other fruit; beer utilizes grain. Generally, wine or
beer is the two primary foundations for all types of distillation.
Describe how wine makers determine alcohol content using brix, specific gravity
and a hydrometer:
• Brix equals a percentage of sugar in a grape. The winemaker takes brix and
multiples it times .55 which yields the grapes’ potential alcohol content.
• Specific gravity is a measure of a liquid’s thickness. 1.000 equals water.
Anything higher than this would be thicker than water. The amount of sugar
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in a liquid thickens the liquid, and this is an indicator of the potential alcohol
content of the liquid.
• A hydrometer is a device used by winemakers which allows them to
determine the specific gravity of a liquid.
Terms:
Alcohol
Fermentation
Glucose Specific Gravity Hydrometer Refractometer
Brix
Enzyme C2H5OH Carbon Dioxide (CO2)
Wort
Pitching Yeast
Secondary Fermentation
Carbonation
Study Questions:
1) What three ingredients are essential to fermentation?
Water, yeast and sugar
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2) What does fermentation produce?
Alcohol, carbon dioxide and energy
3) How is the alcohol content predicted in fermentation?
By the brix of the grape or the specific gravity of the liquid
4) What is secondary fermentation, and what types of alcohol need it?
This second fermentation allows carbonation to remain in the liquid once it is bottled. Beer
and sparkling wine need a second fermentation.
Exam Questions:
1) Yeast consumes sugar and produces alcohol and carbon monoxide.
a. true
b. false
2) In general, Wine is produced from grain.
a. true
b. false
3) Grapes are used for winemaking because their high sugar content equals
a. 22%
b. 28%
c. 33%
d. 39%
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4) The specific gravity of a liquid measures its
a. acid level
b. water content
c. thickness
d. none of the above
5) Carbon dioxide trapped in a beer bottle is called ___________ when poured into a
glass.
(a) Selzer
(b) head
b) bubbles
c) none of the above
Suggested Class Activity
1) Have students mix a sugar water solution and yeast to witness firsthand the
fermentation process.
2) Ferment grape juice using yeast. In about 10 days you will have wine. (Warning:
Make sure to ferment in an open air container to avoid an explosion.
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Chapter 3 – Alcohol Safety
“No nation is drunken, where wine is cheap, and none sober, where the dearness of wine substitutes ardent spirits as the common beverage.”
-- Thomas Jefferson Lady Astor: “Winston, you are drunk!” Sir Winston Churchill: “Madame, I may be drunk, but you are ugly, and tomorrow I will be sober.”
Identify the major areas of legal concern for foodservice operations:
• Illegal sales to minors, intoxicated individuals, and habitual drunkards
• Dram Shop liability – 3rd party liability making the seller or server of the
alcoholic beverages liable
• Licensing issues – varies from state to state. Sets laws and guidelines regarding
hours and days of operation, location of facility, purchasing.
• Common law liability – legal duty to provide reasonable care for the safety of
guests and customers
Discuss legal liability related to alcohol sales for foodservice operations:
• Dram shop laws vary from state to state. They create statutory cause of action
whereby sellers and servers of alcoholic beverages can be held liable for the
actions of their intoxicated patrons.
• Common law requires that innkeepers and restaurant managers provide
reasonable care to safeguard the safety of their customers and guests.
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Explain what Dram Shop laws are:
• Dram shop laws hold the seller or server of alcoholic beverages liable for the
actions of their intoxicated patrons.
Detect the signs of intoxication in a person:
• Slurred speech
• Impaired mobility
• Inability to make change
• Boisterous or obnoxious behavior Discuss Blood Alcohol Content:
BAC is the measure of alcohol in an individual’s bloodstream.
Identify the BAC line in your state:
Conduct alcohol training and industry certification:
• Several trade organizations including the American Hotel & Lodging Association
as well as the National Restaurant Association offer recognized certification and
training courses in alcoholic beverage issues.
Terms:
Intoxicated
Blood Alcohol Content (BAC)
Dram Shop Laws
Common Law
Reasonable Care
T.I.P.S.
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C.A.R.E.
Study Questions:
1) What are three cases in which alcohol sales are illegal?
Sales to minors, sales to visibly intoxicated persons, and sales to habitual drunkards
2) What are Dram Shop laws?
Laws that hold sellers of alcoholic beverages liable for the actions of their patrons
3) What are some telltale signs of intoxication?
Slurred speech, bloodshot eyes, poor coordination
4) What do the letters “BAC” mean when related to alcohol?
Blood alcohol content
5) What is the BAC for the state in which you live?
All states agree that .08 BAC is legally drunk.
6) What are some training programs and industry certifications related to alcohol safety?
TIPS and C.A.R.E.
Exam Questions:
1) There are no industry-recognized certification programs for alcohol awareness
training.
a. true
b. false
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2) Dram Shop laws are identical in all of the U.S. states.
a. true
b. false
3) Which of the following is NOT considered an illegal sale in most states?
a. sales to an individual who is at least 21 years of age
b. sales to an obviously intoxicated person
c. sales to an habitual drunkard
d. sales to a minor
4) Most states determine an individual’s ability to operate a motor vehicle by
measuring the individual’s:
a. blood alcohol content
b. height and weight
c. age and weight
d. number of drinks consumed
5) The legal duty to provide reasonable care derives from
a. Dram Shop laws
b. State enacted legislation c. common law d. the Napoleonic Code
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Suggested Class Activity
1) Conduct C.A.R.E. or TIPS training in-class, and have students take certification
exam.
2) Have a local law enforcement officer come to guest speak in your class. The
officer can present the results of someone driving while intoxicated.
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Chapter 4 – The Vineyard
“Wine can be considered with good reason as the most healthful and most hygienic of all beverages.”
Louis Pasteur
Explain the elements needed to grow grapes:
• Soil, water, weather, environment and climate
Differentiate regions for grape growing:
• Winkler system region 1, 2, 3, 4 and 5.
Discuss the enemies of grapes:
• Phylloxera, noble rot, black rot, Pierce’s disease, bugs and insects.
Explain how the producers tell when the grapes are ready for picking and wine
producing:
• Brix level
Describe the materials that winemakers use to store and age wine:
• Oak barrels and stainless steel
Describe what barrels are made from and how barrels are made:
• Barrels are made from oak. They are made by coopers using staves, which are
bound together with metal. The insides are normally toasted when the barrels
are completed.
Explain what happens to the bottles of wine after they are bottled:
• Bottles are corked and labeled.
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Discuss how corks are made and the material used to make them:
• In general, cork derives from the inner bark of a specific oak tree. Corks may
also be made from plastic. Some bottlers use screw tops.
Terms:
Terroir
Vitis Vinifera
Vitis Labrusca
Noble Rot
Black Rot
Pierce’s disease
Winkler’s heat-index system
Trained vine
Hod
Cooper
French Oak
Racking
Filtering
Fining
Magnum
Jeroboam
Methuselah
Salmanazar
Balthazar
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Nebuchadnezzar
Corks
Study Questions
1) What is important about the regions that were set up by the University of California-Davis?
The Winkler system divides grape-growing areas into five regions, based upon temperature.
Different regions are better for different grapes
2) Why does UC-Davis suggest that Chardonnay grapes be grown in Region 1 and not Region
4?
Region 1 is cool enough to grow quality Chardonnay while Region 4 is way too hot.
3) Why are machines used in the cultivation and harvesting of grapes?
Machines are more cost-effective than manual labor.
4) What are some enemies of vines and grapes?
Phylloxera vastatrix, Noble Rot, Black Rot and Pierce’s Disease.
5) How do grape growers and wine makers test grapes to tell if the grapes are ready to make
wine?
Growers check the brix or the sugar level to determine if grapes are ready to make wine
6) What is a Cooper?
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A barrel maker.
7) What is the name of the largest bottle used to store wine and how much does it hold?
A Nebuchadnezzar holds 15 liters.
8) What is the name of the smallest bottle and how much does it hold?
A Split holds 187 milliliters.
9) What is the name of the standard bottle and how much does it hold?
A Bottle holds 750 milliliters.
Exam Questions:
1) A cooper is an individual who makes barrels.
a. true
b. false
2) A magnum holds 6 liters.
a. true
b. false
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3) A vineyard producing high-quality grapes generally yields how many tons per
acre?
a. 2 tons
b. 4 tons
c. 6 tons
d. 8 tons
4) An oak barrel holds how much wine?
a. 35 gallons
b. 45 gallons
c. 55 gallons
d. 65 gallons
5) Which of the following is the most important for making wine?
a. Vitis vinifera
b. Vitis labrusca
c. Vitis riparia
d. Vitis Rotundifolia
Suggested Class Activity
1) Visit a vineyard in your area.
2) Break your students into groups and ask them to come up with a
plan for a 100 acre vineyard. What types of grapes will they
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grow? What kind of wines will they make? How will these wines
be similar or different to other wines they are familiar with or
that they have read about in this book?
27
Chapter 5 – Wine Labels and Bottle Shapes
“Wine is bottled poetry.” – Robert Louis Stevenson
Explain the differences in bottle shape:
• Bottle shapes come in five classic shapes: 1) high shoulders, 2) sloping
shoulders, 3) taller, thinner sloping shoulders, 4) sparkling wine bottle and 5)
fortified wine bottle.
Describe how to identify a wine based on the label:
• For wine bottles sold in the U.S., there are 10 areas of required information on a
wine label. They include name of wine, name of producer, name and address of
the bottler, name of the importer, name of the shipper, alcohol content, volume of
the bottle, country of origin, sulfite advisory, and government warning.
Distinguish the country of origin on a wine label:
• United States – AVA; France – AOC; Italy – DOC and DOCG; Spain – DOC and
DO; Australia – LIP; Germany – QbA and QmP
Identify varietal wine:
• The word varietal has to do with the type of grape used. White wine examples
would include Pinot Gris, Gewürztraminer, Riesling, and Chardonnay. Red wine
examples would include Merlot, Pinot Noir, Shiraz, and Cabernet Sauvignon.
Discuss different countries’ systems of denoting wine quality:
Refer to above country of origin on wine labels.
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Terms:
Alcohol Content by Volume
A.V.A.
VDQS
LIP
QmP
QbA
Study Questions:
1) What can you tell from the different style of wine bottles?
The wine bottle suggests the area from which the wine comes from and/or the style of the
wine.
2) What is some of the information a wine label should include?
Name of the wine, name of the producer of the wine, name and address of the bottler,
name of the importer, name of the shipper, alcohol content, volume of the bottle, country
of origin, sulfite advisory and Government warning.
3) If a wine label does not have very much information, what can you say about the
wine?
The less information on the wine label the cheaper the wine and the lower the quality. The
more information the higher the quality
4) What is an A.V.A. and how does it differ from an AOC?
American Viticultural Area (A.V.A.) are areas in the United States which set regulations
for the quality of wine. The Appellation d’ Origine Contrôlée (AOC) was started in the
29
1930’s for the French regions control of the quality of wine.
5) What is the difference between QbA and QmP?
QmP wine is the higher level of quality wine made in Germany. QmP wine is broken into
six levels of very high quality. QbA wine can be chaptalized.
6) What is LIP?
Australia’s labeling system which stands for Label Integrity Program.
Exam Questions:
2) Auslese is a component of the German QbA designation.
a. true b. false
3) The vintage year is required on all U.S. wine bottle labels.
a. true b. false
4) France’s quality designation is which of the following:
a. AOC b. DOC c. DOCG d. LIP
5) Grapes used to make Eiswein must be of the quality level of which of the following:
a. Tafelwein b. Auslese c. Beerenauslese d. Spätlese
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6) All of the following are required on the label of bottle of wine sold in the U.S. except:
a. alcohol content b. country of origin c. vintage year d. sulfite advisory
Suggested Class Activity
1) Have students bring in one wine label each and present the label to the class,
discussing the key elements in the label.
2) Have the student design an original label in class and present it to the class.
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Chapter 6 – Getting to know wine, beer and spirits: tasting and
pairing
“It may then be seen that in obedience to principles and practice well understood, true wine lovers sip their wine. Every mouthful thus gives them the sum total of pleasure, which they would not have enjoyed had they swallowed it at once.”
Jean Anthelme Brillat-Savarin in his book, The Physiology of Taste.
Explain how to taste and analyze wine:
• See, swirl, smell, sip, spit or swallow, and savor
• Best time to taste wine is between 10:30 and 11:00 AM.
Explain how to taste and analyze beer:
• See, smell, sip and swallow
Explain how to taste and analyze spirits:
• See, swirl, smell, sip, spit or swallow, and savor
Analyze food for proper pairing with wine, beer, and spirits:
• Light-bodied foods pair best with light-bodied wines. As the complexity of the
food increases so should the body of the wine.
• Beer is extremely food-friendly; however, the body of the beer and the
complexity of the food should be taken into account.
• Spirits are most often enjoyed as before- and after-dinner drinks.
32
Terms:
The five “Ss”
Tannin
Sweet
Sour
Bitter
Fruit
Umami
Spicy
Light Bodied
Medium Bodied
Full Bodied
Study Questions
1) What pairs well with sweet wine?
Fruit, desserts, foie gras, hot or spicy foods and strong cheeses
2) What pairs well with wine with tannin?
Beef, lamb and game meat.
3) What pairs well with acidic wines?
Savory foods and proteins.
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Exam Questions:
1) The best time to taste wine is in the evening with the dinner meal.
a. true
b. false
2) When utilizing the 7 S’s with respect to tasting wines, beers or spirits, the first S
stands for seeing.
a. true
b. false
3) Spicy Asian-style foods pair well with
a. a full-bodied Cabernet Sauvignon
b. a full-bodied Chardonnay
c. a sweet, German Riesling
d. a medium-bodied, dry Pinot Noir
4) A beef steak pairs best with
a. a full-bodied Chardonnay
b. a full-bodied Cabernet Sauvignon
c. a sweet German Riesling
d. either A or B
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5) A light-bodied beer will pair best with
a. chicken
b. steak
c. pork
d. all of the above
Suggested Class Activities
1) Conduct a first, basic wine tasting with the class, using a fairly neutral wine which
possesses very clear-cut characteristics.
2) Have your students blind taste Jelly beans or puréed fruit. Have the student guess
what they are tasting.
3) Conduct a food and wine pairing. Utilize chicken, beef and seafood, having each
student make notes on their impressions of best pairings and then compare notes
with the rest of the class.
35
Chapter 7 – Light Bodied White Wines
“Long life to the grape! For when summer is flown, the age of our nectar shall gladden our own.”
Lord Byron from, Fill the Goblet Again.
Discuss white grapes that usually produce light-bodied wines:
• Riesling, Gewürztraminer, Müller-Thurgau, and Pinot Blanc
Explain where the grapes for these wines are grown:
• Germany; Alsace, France; California; New York; Washington; Oregon;
Australia; New Zealand; and Italy
Describe the flavor and aroma profiles of wines made from these grapes:
• Riesling – aromas of green apple, passion fruit, peach, flint, kiwi and lime. It
can develop flavors and aromas such as honey, lemon, apricot, spice and even
gasoline.
• Gewürztraminer – aromas of honey, rose, cinnamon, and tropical fruit.
• Müller-Thurgau – aromas of subtle fruit flavors.
• Pinot Blanc – aromas of buttery apple, pear, tangerine, and citrus.
Terms:
Süssereserve
Riesling
Off-Dry
Semi-Sweet
Gewürztraminer
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Müller-Thurgau
Pinot Blanc
Ampelographers
Study Questions:
1) What are the flavor and aroma profiles of Riesling wines?
Green apple, passion fruit, peach, flint, kiwi and lime
2) What are the flavor and aroma profiles of Gewürztraminer wines?
Honey, rose, cinnamon, and some tropical fruit.
3) What are the flavor and aroma profiles of Muller-Thurgau wines?
Subtle fruit flavors
4) What are the flavor and aroma profiles of Pinot Blanc wines?
Buttery apple, pear, tangerine and citrus
Exam Questions:
1) A wine labeled Johannesburg Riesling is sweet.
a. true
b. false
2) Gewürztraminer wines are known for their spiciness.
a. true
b. false
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3) Liebfraumilch is generally made from which of the following grapes:
a. Riesling
b. Gewürztraminer
c. Müller-Thurgau
d. Pinot Blanc
4) Pinot Blanc wines can best be described as
a. spicy
b. sweet
c. neutral tasting
d. none of the above
5) A wine labeled White Riesling is sweet.
c. true
d. false
Suggested Class Activity
1) Conduct a comparative tasting between an Alsatian Riesling and a German
Riesling, noting the differences between dry and sweet wines made from the same
grape.
2) Have the class debate the best foods to pair with the wines in this chapter.
38
Chapter 8 – Medium Bodied White Wines
“Place a substantial meal before a tired man, and he will eat with effort and be little better for it
at first. Give him a glass of wine or brandy, and immediately he feels better: you see him come to
life again before you.” – Brillat-Savarin
Discuss the major grapes that make medium to full-bodied white wines:
• Sauvignon Blanc
• Semillon
• Trebbiano
• Pinot Gris
• Chenin Blanc
Describe the flavor and aroma profile of Sauvignon Blanc wines:
• Cat urine, Oak, lemon, lime green grass, melon, pineapple, pear, apple, green
pepper, asparagus, vanilla, flint, almond, and cream.
Describe the flavor and aroma profile of Pinot Gris:
• Ranges from light and crisp to fat and rich.
Describe the flavor and aroma profiles of wines made with other white grapes:
• Semillon: Pineapple, honey, fig, mustard, and nuts.
• Trebbiano: High acid level, lemon, otherwise tends to have no odor or flavor.
• Chenin Blanc: Apples, citrus and peaches. Tends to be high in acid.
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Terms:
Sauvignon Blanc
Pouilly-Fumé
Fumé Blanc
Semillon
Bordeaux Blanc
Sancerre
Pinot Gris
Cognac
Armagnac
Tokay d’ Alsace
Ruländer
Chenin Blanc
Study Questions:
1) What are the flavor and aroma profiles of Sauvignon Blanc?
Oak, lemon, lime, green grass, melon, pineapple, pear, apple, green pepper, asparagus,
vanilla, flint, almond and cream
2) What are the flavor and aroma profiles of Pinot Gris?
Light and crisp to fat and rich
3) What are the flavor and aroma profiles of the other grapes in this chapter?
Semillon has flavor profiles of pineapple, honey, fig, mustard and nuts and Chenin Blanc has
flavors ranging from apples and citrus to peaches
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4) Who coined the term Fumé Blanc?
Robert Mondavi
5) What can the Trebbiano grape be used for other than wine?
Cognac
Exam Questions:
1) A wine marked Fumé Blanc is from France.
a. true
b. false
2) Wines from Sancerre are made with the Sauvignon Blanc grape.
a. true
b. false
3) A Sauvignon Blanc wine that has distinct flavors and aromas of lime and green
grass is most likely from which country?
a. France
b. United States
c. New Zealand
d. South Africa
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4) Another name for Pinot Gris is:
a. Pinot Blanc
b. Pinot Noir
c. Pinot Grigio
d. Pinot Verte
5) Which of the following grapes is used for Cognac production?
a. Semillon
b. Trebbiano
c. Pinot Gris
d. Chenin Blanc
Suggested Class Activity
1) Conduct a comparative wine tasting of Sauvignon Blanc wines; students should
focus on the distinct regional flavors that lend themselves to this varietal.
2) Have the class debate the best foods to pair with the wines in this chapter.
42
Chapter 9 – Full Bodied White Wines
“By making this wine vine known to the public, I have rendered my country as great a service as if I had enabled it to pay back the national debt.”
Thomas Jefferson, Third President of the United States.
Discuss the places where the Chardonnay grape is grown:
• France: Burgundy, Chablis, and Champagne
• United States: California, Washington, Oregon, New York
• Australia
• New Zealand
• Chile
• South Aftica
Describe Chardonnay wine:
• Full-bodied, has a high alcohol level, usually oak-aged, and can be
malolactically fermented.
Talk about other names for wine made from Chardonnay grapes:
• White burgundy
• Chablis
Explain the subtle differences between wine made from grapes that are grown in
different places:
• The warmer the climate, the higher the alcohol content.
• French are known for aging in old oak, whereas American prefer new oak,
which provides more of an oak flavor to the wine.
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• American like malolactic fermentation.
Discuss the flavors and aromas that a new wine drinker might encounter when
tasting wine made from Chardonnay grapes:
Butter, cream, oak, and an endless spectrum of fruit or nut flavors.
Terms:
Chardonnay
Malolactic Fermentation
White Burgundy
Chablis
Mâconnaise
Côte de Beaune
Grand Cru
Premier Cru
Champagne
Viognier
Study Questions
1) What three major areas grow the Chardonnay grape?
Burgundy, Champagne and California
2) What are the differences in the wines produced in these areas?
White Burgundy is known for green apples and a little oak flavor; Champagne is sparkling;
California is known for fruit such as pineapple, papaya and heavy oak
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3) What are some of the flavors that can be found in Chardonnay wine?
Green apple or ripe pineapple to gravel or flint; pear, lemon, lime, grapefruit, peach mango and
papaya; vanilla, wet wool, butterscotch, toffee, toast, nuts and butter
4) What are the differences between Grand Cru and Premier Cru?
Grand Cru is considered the best wine from the Burgundy region of France, and Premier Cru,
while still a very good wine, the soil the grapes comes from is less ideal for growing
5) Which area is more likely to use new oak in the production of a Chardonnay wine, California
or France?
California
Exam Questions:
1) A bottle of French wine marked Chablis is made from the Chardonnay grape.
a. true
b. false
2) A white burgundy wine is made the Viognier grape.
a. true
b. false
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3) Malolactic fermentation is the process of changing:
a. malic acid into lactic acid
b. lactic acid into malic acid
c. to secondary fermentation
d. none of the above
4) Which of the following is the highest ranking of wine?
a. village
b. grande cru
c. premier cru
d. cru
5) The Viognier grape is most associated with which growing region?
a. Burgundy
b. Rhône
c. Bordeaux
d. Alsace
46
Suggested Class Activity
1) Conduct a comparative tasting between a malolactically-fermented and a non
malolactically-fermented Chardonnay.
2) Have the class debate the best foods to pair with the wines in this chapter.
47
Chapter 10 – Light Bodied Red Wines
“Nothing makes the future look so rosy as to contemplate it through a glass of Chambertin.”
Napoleon Bonaparte, Emperor of France
Describe the medium to light-bodied red wines produced by the Pinot Noir and
Gamay grapes:
• Red burgundy
• Oregon Pinot Noir
• California Pinot Noir
• Beaujolais (Gamay)
Discuss red wines made in Burgundy, France:
• Gevrey-Chambertin
• Vosne-Romanée
• Cru System: Grande Crus, Premier Cru, Village Cru and generic
Identify other places Pinot Noir grapes are grown:
• Champagne
• Italy
• Germany
• Alsace
• United States: California and Oregon
48
Describe the red wines made in Beaujolais, France:
• Light, not complex, easy to drink, usually not aged in oak, come to market
quickly and do not have a long shelf.
Describe the flavor and aroma profile of Pinot Noir wines:
• Raspberry, strawberry, cherry, plum, truffle and oak
• Falls into one of two categories: either outstanding or bad. Most fall into the
second category.
Describe the flavor and aroma profile of Gamay wines:
• Light-bodied, low in alcohol content, high in acid and fruit. Raspberries,
strawberries and blackberries.
Terms:
Burgundy
Pinot Noir
Spätburgunder
Gamay
Beaujolais Nouveau
Cru
Grand Cru
Study Questions
1) What is the flavor profile of wines made from Pinot Noir?
Raspberry, strawberry and cherry flavors as well as plum, truffle and oak
2) What is the flavor profile of wines made from Gamay?
49
Raspberry, strawberry and blackberry and sometimes banana
3) What is the difference between Beaujolais-Village and Beaujolais Nouveau?
Beaujolais-Village is a middle designation for wines that come from one of thirty five
villages in Beaujolais; Beaujolais Nouveau is the lowest-quality wine, it is the most
celebrated; it is the lightest of all of the styles in body and character and should be
consumed quickly
Exam Questions:
1) Oregon is known for its production of Pinot Noir.
a. true
b. false
2) The Loire Valley is known for its production of Pinot Noir.
a. true
b. false
3) Which of the following French towns is considered by many to be the best in the world
at producing Pinot Noir wines?
a. Gevrey-Chambertin
b. Morey St. Denis
c. Chambolle-Musigny
d. Vosne-Romanée
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4) Beaujolais Nouveau is made from which of the following grapes?
a. Pinot noir
b. Gamay
c. Spätburgender
d. Pinot Nero
5) Which of the following areas in Oregon is known for its Pinot Noir production?
a. Santa Maria Valley
b. Monterey
c. Willamette Valley
d. Russian River Valley
Suggested Class Activity
1) Conduct a comparative tasting of Pinot Noirs from different areas.
2) Have the class debate the best foods to pair with the wines in this chapter.
51
Chapter 11 – Medium Bodied Red Wines
“He who loves not wine, women and song remains a fool his whole life.” - Martin Luther
Explain the differences and similarities between Syrah and Shiraz:
It is the same grape varietal; it is called Syrah in France and Shiraz in Australia
Discuss red wines that fall in the category of full and medium bodied:
• Syrah (Shiraz)
• Zinfandel
• Sangiovese (Chianti)
• Nebbiolo
• Barbera
• Tempranillo
• Grenache
Describe the flavor and aroma profiles of Syrah and Shiraz wine:
• Mostly red fruits: cherry, raspberry, black berry, black currant, strawberry,
plum and jam. But also smoked bacon, mixed spice, barbeque, black and
white pepper, roasted green pepper, green olive, leather, burnt rubber, and
sometimes chocolate.
Describe the flavor and aroma profiles of Zinfandel wine:
• Blackberries and black pepper.
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Describe the flavor and aroma profiles of the other red grapes discussed in this
chapter:
• Sangiovese: Sour cherry, rose, wood, licorice, smoke, and tobacco.
• Nebbiolo: Bittersweet chocolate, rose, violet, prune, licorice, mint,
eucalyptus, white truffle, and tar.
• Barbera: Low tannin, high acid, cherry, currant
• Tempranilo: low in alcohol, low in acid; strawberry, spices, tobacco, toffee,
oak and vanilla.
• Grenache: Pepper, raspberry and herbs
Explain where the name Hermitage comes from and the importance of that
wine:
• The name comes from a knight, Gaspard de Sterimberg, who became a hermit
after the Crusades. He planted and cultivated vines.
Describe how winemakers are able to produce “White Zinfandel” from a red
grape:
• Red grapes are crushed; the skins of the grape are skimmed from the top of
the crush. The color of a wine comes from its skins; the less contact the juice
has with the skins, the lighter the wine.
Terms:
Syrah (Shiraz)
Hermitage
White Zinfandel
Red Zinfandel
53
Sangiovese
Chianti
Super Tuscans
Nebbiolo
Barolo
Barbaresco
Nebbiolo
Barbera d’ Asti
Barbera d’ Alba
Tempranillo
Bodega
Grenache
Chateauneuf-du-Pape
Study Questions
1) What is the origin of the name of the Sangiovese grape?
It is from the Latin term “sanguis jovis” or the blood of Jove (Jupiter)
2) What town in Piedmont might lead one to think that a different kind of wine made this
region famous? Why?
The capital is Asti, which may lead people to think they only make Asti, a sparkling wine
that is the Italian equivalent to Champagne
3) What is the origin of the name “Chateauneuf-du-Pape”?
The name means “new castle of the Pope
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4) What grapes make up the wines labeled Chateauneuf-du-Pape?
The thirteen grapes are Grenache, Syrah, Mourvedre, Picpoul, Terret, Counoise,
Muscardin, Vaccarese, Picardin, Cinsault, Clairette, Roussanne, and Bourboulenc
Exam Questions:
1) White Zinfandel is made from a red grape.
a. true
b. false
2) Barolo wine is made from Sangiovese grapes.
a. true
b. false
3) Hermitage is associated with which of the following French regions?
a. Rhône
b. Bordeaux
c. Burgundy
d. Loire Valley
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4) Chateauneuf-de-Pape is most associated with which of the following grapes?
a. Sangiovese
b. Nebbiolo
c. Tempranillo
d. Grenache
5) Chianti wine is made from which of the following grapes?
a. Sangiovese
b. Nebbiolo
c. Tempranillo
d. Grenache
Suggested Class Activity
1) Conduct a comparative tasting between a Syrah-based wine such as Hermitage
and Shiraz wine from Australia.
2) Have the class debate the best foods to pair with the wines in this chapter.
56
Chapter 12 – Full Bodied Red Wines
“…drank a sort of French wine, called Ho Bryan, that hath a good and most particular
taste that I ever met with.” -- Samuel Pepys, April 10, 1663 writing in his journal about
tasting Chateau Haut-Brion.
“No one that has drunk old wine wants new; for he says, ‘The old is nice’”. Luke 5:39
Discuss the full-bodied wine made from the Cabernet Sauvignon and Merlot
grapes:
• Cabernet Sauvignon: Lots of tannin, tends to have a long life, flavors include
raw green bell pepper, black currant, leather, tobacco, lead pencil, mint, olive,
strawberry, raspberry and dark chocolate.
• Merlot: Less tannin that Cabernet Sauvignon; also has raw green bell pepper,
plum, rose, black currant, tobacco, lead pencil, mint, fruit cake, olive, and
dark chocolate.
Discuss the Bordeaux region, including the Left and the Right Banks:
• When standing in the city of Bordeaux, when one looks down the Gironde
river towards the Atlantic ocean, everything to the left is the Left Bank;
everything to the right is the Right Bank.
• The Left Bank mostly grows Cabernet Sauvignon, but also grows the other
four grapes that are grown in Bordeaux.
57
• The Right Bank mostly grows Merlot.
Discuss the 1855 Classification system:
• The top sixty wines were categorized into five levels. This was done at the
request of the Emperor Napoleon III for the world’s fair. The rankings dealt
with the amount of money that the wines could be sold for over the previous
century.
Identify other places where the Cabernet Sauvignon and Merlot grapes grow:
• Cabernet Sauvignon: California, Washington, Italy, Australia, Chile and
Argentina.
• Merlot: California, Italy, Chile and Argentina.
Identify other wines made from these two grapes:
• Meritage
• Opus One
• Stags Leap
• Chateau Pétrus
Terms:
Left Bank
Bordeaux
The 1855 Classification
Baron Rothschild
Warren Winiarski
58
Robert Mondavi
Meritage
Right Bank
Study Questions
1) What is the flavor and aroma profile of Cabernet Sauvignon wine?
Raw green bell pepper to black currant; leather, tobacco, lead pencil, mint, olive,
strawberry, raspberry and dark chocolate
2) What is the flavor and aroma profile of Merlot wine?
Raw green bell pepper, plums and roses; black currants, tobacco, lead pencil, mint,
fruitcake, olives and dark chocolate and herbs
3) Do Cabernet Sauvignon or Merlot grapes have more tannin?
Cabernet Sauvignon has more tannin because the skin-to-flesh ratio for this grape is
higher, and the skin influences the flavor of the wine by giving it more tannin
4) What is the difference between the Left Bank and the Right Bank of Bordeaux?
The land is split by a river; the land to the south is the Left Bank where Cabernet
Sauvignon is grown; the land to the north is the Right Bank where Merlot is grown
5) What is the 1855 Classification?
A list released by the French government in 1855 which consists of five different tiers,
each one is progressively more prestigious
6) Why is the 1855 Classification so important?
It is important because it ranks the wines in five different tiers
7) What is the only change ever made to the 1855 Classification?
59
Chateau Mouton-Rothschild was elevated from Deuxieme Cru to Premier Cru
8) How many “first growths” are there in the 1855 Classification?
There are five
Exam Questions:
1) An example of a Super Tuscan would be a wine made with Nebbiolo.
a. true
b. false
2) In 1973 Château Mouton-Rothschild became a premier cru.
a. true
b. false
3) There are currently how many Premier Crus according to the 1855 Classification?
a. four
b. five
c. six
d. seven
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4) All of the following grapes are grown in Bordeaux EXCEPT:
a. merlot
b. cabernet sauvignon
c. syrah
d. cabernet franc
5) All of these towns are located on the Left-Bank of Bordeaux EXCEPT:
a. Margaux
b. St. Julien
c. St. Emillon
d. St. Estèphe
Suggested Class Activity
1) Conduct a food and wine pairing using Merlots from Bordeaux, California, Italy,
and either Chile or Argentina.
2) Have the class debate the best foods to pair with the wines in this chapter.
61
Chapter 13 – Sparkling Wines, Dessert Wines, Fortified Wines
and Aperitifs
“I drink it when I am happy and when I am sad. Sometimes I drink it when I am alone.
When I have company I consider it obligatory. I trifle with it if I’m not hungry and I drink it
when I am. Otherwise I never touch it…unless I’m thirsty.” -- Madame
Lilly Bollinger
“I like to start off my day with a glass of champagne...I like to wind it up with a glass of
champagne, too. To be frank, I also like a glass or two in between. It may not be the
universal medicine for every disease, as my friends in Reims and Epernay so often tell me,
but it does you less harm than any other liquid.”
- Fernand Point, French chef
Champagne and orange juice is a great drink. The orange improves the champagne. The
champagne definitely improves the orange. ~ Philip, Duke of Edinburgh
Explain the difference between sparkling wine and Champagne:
• True Champagne must be produced in the Champagne region of France.
Everything else is sparkling wine.
62
Describe the different origins of the bubbles in sparkling wine and how they are
infused:
• Méthode Champenoise
• Transfer Method
• Charmat Process
• Carbonation Method
Explain characteristics of sparkling wines from around the world:
• France: Champagne is made from three grapes: Pinot Noir, Pinot Meunier,
and Chardonnay.
• In other regions, almost any grape can be used.
• Grapes grown in warmer regions will have more of a fruity flavor.
• Champagne tends to be more high in acid.
Discuss the grapes of the Champagne region:
• Pinot Noir
• Pinot Meunier
• Chardonnay
Explain the role of sweetness and color in Champagne ranking:
• Sweetness ranges from Doux, which is very sweet, to Extra Brut, which is
totally dry.
• Most Champagne is colored similar to a white wine, but can also be a rosé
color.
• Blanc-de-Blanc and Blanc-de-Noir is made from 100% Chardonnay and from
the red Champagne grapes, respectively.
63
Explain the differences and similarities between non-vintage, vintage and
prestige Champagnes:
• Non-vintage: Grapes did not come from a single year.
• Vintage: Grapes all came from a single year.
• Prestige: All grapes must come from the same year, have longer aging
requirements, and the final product is more costly.
Explain the difference between sweet and fortified wines and the methods that
produce them:
• German rating system
• Suisse Reserve
• Noble Rot
• Fortified wines are wine plus brandy.
• Port is usually sweet; Madeira and Marsala can range from sweet to dry;
Sherry is usually dry, with the notable exception of PX.
Discuss the characteristics of German sweet wines:
• Kabinett
• Spätlese
• Auslese
• Beerenauslese
• Eiswein
• Trockenbeerenauslese
Discuss and distinguish characteristics of French Sauternes and Barsac:
• Noble Rot
64
• Made with Semillon and Sauvignon Blanc grapes
• A honey-raisin flavor
Explain how and why wine is fortified:
• The addition of brandy.
• Originally for storage and transportation factors.
Discuss the different types of Port:
• Ruby port
• Vintage Character Port
• Late Bottle Vintage Port (LBV)
• Crusted Port
• Tawny Port
• Colheita Port
• Vintage Port
• Second Label Vintage Port
• Single Quinta Port
• White Port
Discuss Madeira production and classifications:
• Malmsey
• Bual
• Rainwater
• Verdelho
• Sercial
65
Explain Marsala’s “Triple Trinity”:
• Sweetness, color and quality ranking.
Discuss Sherry production and classification:
• Solera system
• Finos
• Olorosos
Explain the solera system:
• A mixture of different vintages during the aging process.
Distinguish between Finos and Olorosos:
• Finos: Fino, Manzanilla, Amontillado. Finos have flor.
• Olorosos: Oloroso, Palo Cortado, Cream Sherries, PX. Olorosos do not have
flor.
Terms:
Sparkling Wine
Spumante
Blanc de Blanc
Blanc de Noir
Sparklers
Non-Vintage
Classic Champagne
Dosage
Liqueur de Expedition
66
Disgorging
Doux
Demi-Sec
Sec
Extra Sec
Brut
Extra Brut
Atmospheres (atms)
Methode Champenoise
Liqueur de Tirage
Riddling
VLM
Bottle Fermented
Transfer Method
Charmat Method
Carbonation
Champagne
Spatlese
Auslese
Beerenauslese
Eiswein
Trockenbeerenauslese
Sauternes
67
Barsac
Grand Premier Cru
Deuxiemes Cru
Fortified Wine
Ruby Port
LBV
Tawny Port
Vintage Port
Malmsey
Bual
Rainwater
Sercial
The “Triple Trinity” of Marsala
Fino
Oloroso
Mousseux
Quinta
Study Questions
1) What is the difference between Champagne and sparkling wine?
True Champagne only comes from the Champagne region of France; sparkling wine can
be produced from any number of grape varieties and vintage years
68
2) What is the difference between Blanc de Noir and Blanc de Blanc?
If 100 percent of red grapes are used, the wine is known as Blanc de Noir, and white
wine made from red grapes; if the winemaker uses 100 percent Chardonnay grapes, the
wine is known as Blanc de Blanc, a white wine from white grapes
3) Who perfected the production of Champagne?
Dom Perignon
4) What is the difference, if any, between vintage Champagne and classic Champagne?
Vintage means the grapes used are from a single year; nonvintage means the grapes are
from different years; nonvintage Champagne is also called Classic Champagne
5) Of the six sweetness levels of Champagne, which is the sweetest and which is the
driest? What makes a sparkling wine sweet or dry?
The highest level of sweetness is Doux; the driest level is Extra Brut. Dosage, or the
addition of a mixture of sugar syrup, grape concentrate and/or brandy determines
whether the sparkling wine is sweet or dry
6) What are the differences between German Sauternes?
(Author’s Note: This should ask: “What is the difference between German wines and
Sauternes”? German wines sometimes add a susse reserve and sometime have noble
rot, and sometimes the grapes are frozen; German Sauternes normally only use Noble
Rot. I apologize for any inconvenience)
7) What is the Triple Trinity of Marsala?
This refers to three characteristics of Marsala: the level of sweetness, the color, and the
class or ranking
8) What is Eiswein and how is it made?
69
Eiswein is made from Beerenauslese-quality grapes, and the grapes are left on the vine
until the vines freeze
9) What is Noble Rot and why is it important?
This is a mold that withers the grape; this helps to concentrate the wine’s sweetness
through the evaporation of water
10) What is the difference between Vintage Port and Late Bottle Vintage Port?
Vintage Port is considered by most to be the best Port available. Only the best grapes
from the best growing site make up this wine. Late BoRuby Port. Late Bottled Vintage
Port is a very high-quality Ruby Port. It must be aged in wood for at least four, but no
more than six years
11) What is the difference between Ruby Port and Tawny Port?
Ruby Port is a lower-quality wine that is made into Ruby Port and aged in wood for
approximately three years; Tawny Port takes its name from its color. This Port is a
blend of several vintages that have been aged in wood
Exam Questions:
1) Classic Champagne is also known as non-vintage Champagne.
a. true
b. false
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2) Extra dry Champagne has no sweetness.
a. true
b. false
3) Which of the following is NOT a Fino?
a. Fino
b. Manzanilla
c. Amontillado
d. Palo Cortado
4) Which of the following is the sweetest German wine?
a. Kabinett
b. Auslese
c. Spätlese
d. Beerenauslese
5) The one fortified wine that can always be counted on for its sweetness is:
a. Porto
b. Sherry
c. Marsala
d. Madeira
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Suggested Class Activity
1) Conduct a comparative tasting of sparkling wines and
Champagnes.
2) Have the class debate the best foods to pair with the different
wines in this chapter.
72
Chapter 14 – Beer: Ale and Lager
“I have fed purely upon ale; I have eat my ale, drank my ale, and I always sleep upon my
ale.” -- George Farquhar, 1678 – 1707.
“Mmmmm…beer.” -- Homer Simpson
Talk about the ingredients used to make beer
• Water
• Malt (Barley)
• Hops
• Yeast
• Adjunct Grains
Explain the brewing process
• Water, malt and barley simmered equals wort. Once the wort is cooled, yeast
is added.
Discuss the difference between lager and ale
• It’s all about the yeast. Lager has bottom-fermenting yeast; ale has top-
fermenting yeast.
Discuss the production and marketing of beer
• Large-scale breweries
• Micro breweries
• Brew pubs
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Identify general varieties of lagers and ales
• Lager: Bock, Dopplebock, Dunkel, Eisbock, Light Beer, Malt Liquor, Pilsner,
Steam Beer.
• Ale: Abbey Beers, Barley Wine, Bitter, Imperial Stout, Indian Pale Ale,
Lambic, Oatmeal Stout, Porter, Scotch Ale, Trappist Ale, Weizen Bier (wheat
beer).
Justify an argument for classifying sake as a wine or a beer
• Beer: Made from a grain.
• Wine: Higher alcohol content than most beers; it is still, no carbonation.
Terms:
Ale
Lager
Hops
Malt
Yeast
Sake
Top fermenting
Bottom fermenting
74
Study Questions
1) Is sake wine or beer? Justify your answer.
Some think that it is a rice beer because of its ingredients and production process;
the United States government classifies it as a wine that is from a source other
than fruit
2) Why is water so important in beer making?
Beer is approximately 90 percent water
3) What are hops and why are they important to beer making?
Hops are a cone-shaped blossom that come from a climbing vine; hops give beer
its bitter, dry, almost tannic taste
4) What is malt and how is it produced?
Malt refers to a kernel or seed of grain that has been exposed to water. When the
grain is exposed to water, the natural growth process begins, and the starches in
the seed convert to sugars
Exam Questions:
1) Ale is fermented using bottom-fermenting yeast.
a. True
b. false
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2) Hops add bitterness to beer.
a. true
b. false
3) The sugar used in the fermentation process comes from the:
a. water
b. malt
c. bittering hops
d. finishing hops
4) Which of the following is an example of Lager?
a. Porter
b. Stout
c. Bock
d. Lambic
5) Which of the following is an example of Ale?
a. Bock
b. Malt Liquor
c. Steam Beer
d. Bitter
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Suggested class activity
1) Visit a local brewery.
2) Have the class debate the best foods to pair with the different beers in
this chapter.
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Chapter 15 – Distillation and Distilled Spirits: Aged and Non-
Aged
“The Arabs produced a cosmetic through distillation, which harem women used as eye
makeup. This was called ‘al-kohl’ from which the word alcohol is derived.” – Mr. Boston,
Official Bartender’s and Party Guide
Explain the process of distillation:
• An already-fermented alcoholic beverage is exposed to approximately 180-degrees F. Because the boiling temperature of alcohol is 173.1- degrees F, what evaporates off the beverage is the alcohol. That vapor travels to top of the still, where it runs through cooled pipes and condenses into cooled alcohol.
Explain how different ingredients react to distillation:
• Beer becomes whiskey; wine becomes brandy; agave becomes tequila or mescal; sugar cane becomes rum.
Discuss the science of distillation:
• An already-fermented alcoholic beverage is exposed to approximately 180-degrees F. Because the boiling temperature of alcohol is 173.1- degrees F, what evaporates off the beverage is the alcohol. That vapor travels to top of the still, where it runs through cooled pipes and condenses into cooled alcohol.
Explain how different alcohols are distilled:
• Beer becomes whiskey; wine becomes brandy; agave becomes tequila or mescal; sugar cane becomes rum.
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Explain what Double and Triple distillation are:
• Double distillation is distilled twice, and triple distillation is distilled three times.
• Each time it is distilled, the concentration of the alcohol becomes higher, and the quality of the product becomes more pure.
Discuss the differences between clear and brown distilled spirits:
• Clear spirits are not aged in oak barrels and brown spirits are.
Discuss clear spirits such as: Fruit brandy, Aquavit, Arak, Marc, Gin, Mescal,
Tequila, Rum, and Vodka:
• Aquavit: made with potato mash and is charcoal filtered.
• Arak: made with figs, dates, raisins or plums.
• Marc: produced from the leftovers of a French vineyard. Also known as
grappa.
• Gin: First made in Holland. Made from a neutral spirit that has been steeped
with juniper berries and other herbs and spices. Two main kinds are London
Gin (dry) and Dutch Gin (sweet).
• Mescal: Can be distilled once; sometimes bottle contains a worm; is made from the agave plant.
• Tequila: Always distilled twice; never has a worm, and is made from the
agave plant.
• Rum: Usually associated with the Caribbean and sugar cane.
• Vodka: Can legally be made from anything; a neutral spirit with no flavor or taste.
Discuss aged spirits such as: Brandy and Whiskey:
• Brandy: Made from wine. The most notable is Cognac and Armagnac.
• Whiskey: Made from various grains, depending upon where being produced. Usually contains barley or corn, but can contain rye.
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Discuss liqueurs:
• Usually a high sugar and alcohol-content beverage. Usually flavored with fruit, nuts, or spice.
Terms:
Distillation Still Double Distillation Triple Distillation Low-Wine High-Wine
Eau de Vie
Gin
Rum
Tequila
Mescal
Vodka
Brandy
VSOP
Calvados
Whiskey
Whisky
Scotch
Irish Whiskey
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Bourbon
Tennessee Whiskey
Canadian Whiskey
Liqueurs
Study Questions 1) Explain the distillation process.
It is simply reduction – alcohol boils at 173.1-degrees Farenheit. If the still is brought to
180-degrees, the alcohol boils off, leaving the water behind. This has the effect of
concentrating the alcohol
2) Why do distillers distill?
Yeast and fermentation can only go so far in the production of alcohol. Distillation is
necessary in order to produce beverages with a higher alcohol content
3) What is a still and how does it work?
A still is used to distill alcohol. Liquid inside the still must be heated to at least 180-
degrees Farenheit. The alcohol steam flows up the tube and cools on its way down into a
container that catches the concentrated alcohol
4) What is the difference between Whiskey and Whisky?
Whiskey refers to bourbon and Irish and Tennessee whiskey. Whisky refers to Scotch and
Canadian whisky
5) What is the difference between Brandy and Cognac?
Brandy is distilled wine and Cognac is actual reference to the area in which this particular
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brandy is produced
6) How do Bourbon and Tennessee Whiskey differ?
Tennessee Whiskey is maple-charcoal filtered and Bourbon is not
7) What does the term Eau de Vie mean and what is the derivation of the phrase?
The term means “water of life” and it comes from the Latin “aqua vitae”
8) Compare and contrast Tequila and Mescal.
Mescal can be distilled once while tequila is always distilled twice. Mescal also has a
worm at the bottom of the bottle while tequila does not
Exam Questions:
1) There is no difference between Bourbon and Tennessee Whiskey except where it
is produced.
a. true
b. false
2) Vodka can legally be made from anything.
a. true
b. false
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3) An alcohol that is 80-proof has an alcohol by volume of:
a. 80%
b. 160%
c. 40%
d. none of the above
4) The first brandy to be produced was:
a. Cognac
b. Armagnac
c. Calvados
d. Pisco
5) Which of the following is an orange-flavored liquer?
a. Midori
b. Cointreau
c. Tia Maria
d. Pastis
Suggested Class Activity
1) Internet Assignment: Via the internet, have the students visit a distillery and then
report their findings to the rest of the class.
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Chapter 16 – Mixology
“The hard part about being a bartender is figuring out who is drunk and who is just stupid.” Richard Braunstein
Demonstrate how to properly measure alcohol for drink creation and
replication:
• Jigger and Free-pour
Explain the bar set up for easy drink creation:
• Bourbon, scotch, gin, vodka, rum, tequila and triple Sec and garnishes. Ice
bin and mixers.
Apply drink-mixing techniques:
• Stirring, shaking and blending.
Discuss why different drinks call for different glasses and select the proper glass
for the proper drink:
Explain and be able to apply techniques for garnishing drinks:
• Flaming and floating; wedge and twist
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Name of Spirit or Liqueur Specific Gravity (in order from lightest to heaviest)
Bacardi 151 Top of the glass Almost any 80 or 100 proof spirit Southern Comfort 0.97 Tuaca 0.98 Water 1.00 Green Chartreuse 1.01 Sloe Gin 1.04 Peppermint Schnapps 1.04 Peach liqueur 1.04 Kummel 1.04 Cointreau 1.04 Cherry Liquor 1.04 Brandy 1.04 Benedictine 1.04 Rock and Rye 1.05 Midori 1.05 Yellow Chartreuse 1.06 Apricot, Peach, Blackberry, or Cherry Brandy
1.06
Campari 1.06 Benedictine DOM 1.07 Orange Curacao 1.08 Frangelico 1.08 Drambuie 1.08 Amaretto di Saranno 1.08 Triple Sec 1.09 Tia Maria 1.09 Apricot Liquor 1.09 Blackberry Liquor 1.10 Amaretto 1.10 Galliano 1.11 Blue Curacao 1.11 White Crème de Menthe 1.12 Green Crème de Menthe 1.12 Strawberry liqueur 1.12 Cherry liqueur 1.12 Parfait d’ Amour 1.13 Coffee Liquor 1.13 White Crème de Cacao 1.14 Crème de Cacao 1.14 Crème de Banana 1.14 Crème de Almond 1.16 Crème de Noyaux 1.165 Anisette 1.175 Crème de Cassis 1.18 Grenadine 1.18
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Discuss the basic components of commonly ordered drinks:
• Popular drinks, brandy drinks, cordials, gin drinks, rum drinks, vodka drinks, whiskey drinks, mocktails.
Terms:
Mixology
Cocktail
Jigger
Stirring
Shaking
Blending
Vermouth
Free pouring
Collins
Highball
Twist
Flaming
Floating
Mocktail
Study Questions
1) Where is the origin of the term cocktail?
In the late 1700s when Betsy Flannagan first used feathers from roosters to garnish drinks,
the name “cock tail” came into existence
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2) What is the difference between stirring and shaking a drink?
Stirring means to add all of the recipe components to a glass with ice and stir with a spoon;
A drink is shaken in a special lidded shaker until a frost forms on the outside of the shaker
3) What are bitters?
Bitters are a distilled spirit that gains its spicy, bitter flavor from herbs and spices
4) What is vermouth?
Vermouth is a spicy fortified wine that is used in many cocktails, especially the Martini
5) Explain the process of floating alcohol.
The bartender pours the alcohol over the back of a spoon so that it flows down into the drink
evenly creating a layered effect
6) Explain how to flame a drink.
Both the glass and the alcohol should be heated until very warm. The alcohol is then ignited
with a lighter or a Sterno fuel container
Exam Questions:
1) Free-pouring does not require the use of a jigger or other measuring device.
a. true
b. false
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2) Efficient bar set-up requires that spirits contained in the speed rack be assembled
in a specific, pre-determined order.
a. true
b. false
3) James Bond prefers his martini be:
a. stirred
b. shaken
c. blended
d. on the rocks
4) A Tom Collins is made with which of the following spirit:
a. gin
b. rum
c. vodka
d. whiskey
5) A screwdriver is made with which of the following spirit:
a. whiskey
b. rum
c. vodka
d. gin
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Suggested Class Activity
1) Invite local bartender to class to demonstrate mixology techniques, or visit a local
bar to witness mixology techniques.
2) Have students practice Mixology techniques in a lab.
Special Footnote to the Chapter:
This Chapter is dedicated to the memory of the late Max Allen, Bartender Emeritus of the
Seelbach Hilton in Louisville, Kentucky. Mr. Allen was the 1997 International Bartender of
the Year, a title that he won in Switzerland in head-to-head competition with top bartenders
from all over the world. Mr. Allen was originally going to be asked to write this chapter before
he passed.
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Chapter 17 – Professional Alcohol Service
“Ah, Bouteille, ma mie, Pourquoi vous videz-vous?” or “Ah, bottle, my friend, why do you empty yourself?”
Molière
Discuss the proper glassware used for different drinks:
Describe the duties of a sommelier:
• In charge of the wine cellar; assists customers with food and wine pairings
Describe the duties of a bartender:
• Prepares the bar for service
• Maintains the bar • Greets guests • Mixes drinks and pours beer and wine for customers • Maintains customers’ drinks • Monitors customer alcohol consumption
Discuss proper serving temperatures for wine:
• Sparking wine: 45-degrees F
• White wines: 45 to 55-degrees F • Red wines: 60 to 65-degrees F
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Explain and demonstrate how to present and open wine:
Explain and demonstrate how to decant wine:
Explain and demonstrate how to open Champagne and sparking wine:
Explain and demonstrate how to open and pour beer:
Pour beer at an angle. Terms: Job description
Fixed cost employee
Variable cost employee
Bartender
Sommelier
Wine Glass
White Wine Glass
Red Wine Glass
Port Glass
Coupe
Flute
Stein
Pilsner Glass
Yard Glass
Shot Glass
Rocks Glass
Martini Glass
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Snifter
Study Questions
1) When serving red wine, what is meant by “room temperature”?
60 to 65-degrees Fahrenheit
2) At what temperatures should white wine be served?
45 to 55-degrees Fahrenheit
3) At what temperatures should red wine be served?
60 to 65-degrees Fahrenheit
4) What are the differences between a sommelier and a bartender?
Sommelier has in-depth knowledge of wine and handles only wine; bartender creates all
alcoholic drinks, especially mixed drinks
5) Is all wine served in the same type of glass? Why or why not?
No. There are special glasses that should be used for different types of wines
6) Give an example of three mixed drink glasses. Give your opinion on the three glasses
that would be most important to a bar and why.
Martini glass, rocks glass, highball glass
7) What are a bartender’s tools?
Muddler, blender, knife and cutting board, strainer
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Exam Questions:
1) Beer should be poured into the glass at an angle in order to reduce the loss of
carbon dioxide thus allowing for proper head.
a. true
b. false
2) There is very little difference between a bartender and a sommelier.
a. true
b. false
3) In the United Kingdom, an Imperial Pint contains how many ounces?
a. 16
b. 20
c. 24
d. 32
4) White wine should be served at what temperature?
a. 35 to 40-degrees F
b. 45 to 55-degrees F
c. 55 to 65-degrees F
d. never more than 65-degrees F
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5) The proper serving temperature for ale should be:
a. 35 to 40-degrees F
b. 45 to 55-degrees F
c. 55 to 65-degrees F
d. never more than 65-degrees F
Suggested Class Activity
1) Invite a sommelier to visit the class to explain and discuss his or her typical work
day.
2) Take your class on a field trip to a restaurant to speak with a sommelier.
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Chapter 18 – Purchasing, Receiving, Storage, and Issuing
“When you ask one friend to dine, give him your best wine! When you ask two, the second best will do!”
H. W. Longfellow
Describe a wine list in terms of its depth and breadth:
• Breadth: How many wines from various countries and regions are represented by
the wines offered.
• Depth: A single country, region or varietal is represented.
Identify factors to consider when choosing wines, beers, and spirits:
• Price
• Products available
• Delivery schedules
• Bulk buying discounts
• Payment policies
• Minimum order requirements
Explain proper storage techniques for wines, beers and spirits:
• Stored away from light, heat, vibration, and should have humidity.
Identify factors affecting choice of purveyors:
• Price
• Products available
• Delivery schedules
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• Bulk buying discounts
• Payment policies
• Minimum order requirements
Describe purchase orders and outline their use:
• Used to create a paper, audit trail to track ordering, receiving, storing and final
invoice payment for products received.
Identify control concerns during the issuing process:
• Ensure that product is replaced on an empty-for-full basis.
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Terms
Breadth
Depth
Microbrewed beers
Fifth
Premium brand
Well brand
Call brand
License State
Control state
Par stock
Purchase orders
Empty for full
Issuing
Study Questions 1) What are some of the factors that affect the depth and breadth of a wine list? Storage space, prices and consumer preferences 2) What factors must be considered when choosing purveyors of wines, beers and
spirits? Price, availability of product, delivery schedules, discounts, payment policies, minimum order requirements 3) How should wine be properly stored? Light, heat, vibration and oxygen should be considered
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4) How should beer be properly stored? Dark place with a moderate temperature 5) Describe the proper methods for storing bottled wine, bottled or canned beer, and
beer in kegs. Wine in dark place, moderate temperature, free of vibration Dark place with moderate temperature kegs should be refrigerated 6) What factors should be considered in the storage of distilled spirits and liqueurs? They are stable but flammable – store away from heat or flame 7) What control techniques are necessary in the storing and issuing process to prevent
theft? An empty-for-full system should be used for product issues Exam Questions:
1) Purchase orders play no real role in the prevention of fraud during the
receiving/bill payment process?
a. true
b. false
2) Alcoholic beverage sales account for less than 22% of profits in most foodservice
establishments?
a. true
b. false
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3) The most popular alcoholic beverage served with dinner is:
a. wine
b. beer
c. spirits
d. mixed drinks
4) When a customer does not specify a particular brand of spirits, the bartender
should use:
a. a call brand
b. a well brand
c. a premium brand
d. none of the above
5) A wine cellar should be devoid of all of the following except:
a. Light
b. Heat
c. Vibration
d. Humidity
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Class Participation Activity
1) Visit a large, local hotel and observe its alcoholic beverage purchasing and
storage procedures.
2) Visit a large local wine shop that has a cellar.
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Chapter 19 – Beverage Cost Control, Marketing, Purchasing,
and Storage
“I think that it is a great error to consider a heavy tax on wines as a tax on luxury. On the contrary, it is a tax on the health of our citizens.”
Thomas Jefferson
Purchase, receive and store beverage products in a cost-effective manner:
Compute the cost of beverages sold:
• Cost of beverages sold divided by beverage sales
Understand the variables that influence beverage menu pricing:
• Demographics of target market
• Prices paid to purveyors
• Availability of product
Determine prices using product cost percentage and contribution margin
methods:
• Cost Percent Method: Cost of product divided by desired cost percent
• Contribution Margin: Selling price minus product cost
Understand beverage pricing methods for banquets and other catered events:
• Charge by the person, by the hour
• Do a pre- and post-function inventory and charge by actual product use
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Understand the difference between keeping a physical and a perpetual
inventory:
• Physical Inventory: A physical count is conducted (usually monthly), and a value is assigned to the inventory on hand.
• Perpetual Inventory: Additions to and deletions from inventory are recorded as
they occur.
Terms:
Cost of beverages sold
Cost of sales
Cost of goods sold
Price spread
Contribution margin
Cash bar
Host bar
Open bar
Standardized recipe
Mystery shopper
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Study Questions:
1) Refer to the information below to compute the Kon-Tiki Bar’s Cost of Beverages
Sold:
Beginning Inventory $26,000.00
Purchases $34,256.00
Goods Available $60,256.00
Ending Inventory $22,849.00
Cost of Beverages Sold $37,407.00
2) The Kon-Tiki Bar’s beverages sales totaled $178,129.00. Based on your answer to
question #2 above, calculate the bar’s beverage cost percent.
20.9%
3) List and discuss at least three variables that will influence beverage pricing.
Customer demographics, product quality and portion size
4) A restaurant operator desires a 24 percent beverage cost on a bottle of wine that costs
the operator $12.00. What is the most appropriate selling price for the bottle of wine?
$12.00/.24 = $50.00 Note to instructor: The formula for calculating sales price based
on desired product cost percent is incorrectly printed in the textbook on page 260. We
apologize for the inconvenience.
5) A restaurant operator desires a $10.00 contribution margin on a bottle of wine that
costs the operator $8.00. What is the most appropriate selling price for the bottle of
wine?
$8.00 + $10.00 = $18.00
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6) List and discuss two beverage pricing methods for an open bar (host bar).
Charge per person per hour or charge based on actual consumption using pre- and post-
function inventory
7) Describe physical and perpetual inventory methods and discuss the pros and cons of
each.
Physical inventory requires a full physical count, normally performed once monthly;
perpetual inventory requires accounting for deletions from and additions to inventory as
they occur.
Exam Questions:
1) In a beverage operation, Cost of Goods Sold and Cost of Beverages Sold are
terms that can be used interchangeably.
a. true
b. false
2) Even if an operation utilizes a perpetual inventory system, a full, physical
inventory should still be conducted at least once per month.
a. true
b. false
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3) At a catered event, when the guests are required to pay for each drink that they
consume, the type of bar being utilized is a:
a. open bar
b. host bar
c. cash bar
d. cocktail bar
4) A bar’s cost of beverages sold for the month is $24,000 and its beverage sales for
the same period is $95,000, what is the bar’s beverage cost percent?
a. 33%
b. 25%
c. 42%
d. 47%
5) A bar owner wants to achieve a 20% beverage cost on a martini that costs the
operator $1.50. What is the most appropriate selling price?
a. $5.50
b. $6.50
c. $7.50
d. $8.50
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Class Participation Activity
1) Invite a local hotel Food and Beverage Director or Controller to the class to discuss
the importance of beverage cost control.
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Chapter 20 – Marketing and Selling
“Art is making something out of nothing and selling it.”
Frank Zappa
Develop a business plan
• A written statement of an operation’s business strategy; it provides the operation
with goals for all aspects of the business.
Distinguish between the terms marketing and selling
• Marketing: Determining which product(s) to offer to a particular market and
determining how best to make that market aware of those products.
• Selling: Implementing techniques such as advertising, public relations, and direct
mail in order to peak a potential customer’s interest in a product or in order to
keep your company and its products in the customers’ minds.
Define the term organization
• A business entity engaged in selling a product or a service to a particular market,
usually for profit.
Explain how suggestive selling can increase profitability
• Suggestive selling, or up-selling, can increase profitability by increasing an
operation’s overall average check, or average amount spent by each guest.
Explain the relationship between customer mix and target markets
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• Atmosphere, décor, entertainment, scenery and image all serve to attract a specific
type of clientele (target market) that management has targeted as its core customer
base.
Terms
Customer value
Organization
Competitive advantage
Target Markets
Controls
Profitability
Geodemographics
Suggestive selling
External sales
Internal sales
Study Questions
1) Use the list of holidays in the chapter to create a plan for The Library and for The
Office. Compare and contrast what the two establishments might do for the holidays.
Numerous correct answers are possible here.
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2) Identify the major components of a business plan and outline their importance to the
overall success of a beverage operation.
Summary Statement provides an overview of the business; Market Analysis defines the
business’s target niche; Management Plan provides organizational chart and overview;
Financial Data provides financial plan and business legal format, Projections provide
information for future growth and fund/asset allocation
3) Define strategic management and identify methods for employing strategic
management techniques.
Create a specific kind of value in the consumer’s eyes in a specific way by employing
organization techniques, corporate structure, and achieve competitive advantage.
4) Explain the difference between sales and marketing and give examples of
techniques used to employ each.
Marketing is determining what customers want and then determining the best way to
provide it; sales is employing various methods in order to reach the intended market,
such as advertising, promotions, direct mail, etc.
5) Define internal marketing and give examples of how to successfully implement
techniques for a successful beverage operation.
Internal marketing are the efforts undertaken inside the operation in order to boost sales,
such as promotions, use of table tents, drink specials, etc.
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Exam Questions:
1) Sales and Marketing essentially entail the same kinds of activities.
a. true
b. false
2) For most new restaurant start-ups, it is unusual for a bank or other lending
institution to require a business plan.
a. true
b. false
3) Organization refers to how management structures its:
a. departments
b. employees
c. products and services
d. all of the above
4) Which of the following would NOT be considered an essential part of a business
plan?
a. market analysis
b. marketing strategy
c. financial data
d. beverage cost percentage
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5) Which of the following is an example of selling or the sales process?
a. market analysis
b. demographic survey
c. advertising and public relations
d. feasibility study
Suggested Class Activity
1) Invite a local beverage director or restaurant/bar owner to your class to discuss the
importance of the marketing effort with respect to overall profitability.