LITERATURE REVIEW

This internet reference http://www.slideshare.net/arindam_das is describes

about the kingfisher history.

Parent company of Kingfisher, United breweries was established in 1857 with the

name Castle breweries. It was renamed to United Breweries in 1915 and started

manufacturing beer from the year 1944 under the label Exports Beer. UB group

started exporting beer to Middle-East from 1974 and in the year 1978 it launched

Kingfisher brand. Market Position: It is the largest selling brand in India and

commands more than 30% share in the beer market. In 2005-2006 it recorded 28%

growth. Target markets: Kingfisher has two different products for different market

segments. Kingfisher Mild (Alcohol<4%) Kingfisher Strong (Alcohol>4%) •

Youth who drink for fun • Those who want to light beer to • First-time drinkers

who drink for something stonger experience • Regular drinkers who prefer stronger

• Urban women who prefer to drink light flavour Product No. 1 selling product in

its segment. Good quality raw material is used to maintain the quality standards.

Consistency of product quality is high. Always tastes fresh due to good quality and

well developed distribution network. Hangover due to heavy consumption is very

mild. Place It is available throughout India, and is dominant particularly in South

and West India. UB has 16 company-owned breweries apart from nine contract

breweries in 20 different locations across the country. Kingfisher also has a

presence in 60 countries. Kingfisher also has an online marketing system. Any

consumer can go to www.Kingfishernetshop.com and get their beer- a mini mum

of six bottles home delivered. This move has been a big draw with info tech

professionals and district women drinkers. It also has some sixteen hundred shops

apart from pubs and bars. Better retailing outlets are also 6 to be opened under the

Kingfisher Brand. Page Kingfisher also has tie-ups with large department stores

like ‘Foodworld’ for retailing its Beers.

Book: The complete Encyclopedia of Beer

(An expert and comprehensive directory to the beers of the world)

Author: B. Verhoef

In this book, the complete encyclopedia of beer, the author described about the

brewing process and the history of beer.

This reference book also contains lots of interesting facts over eight hundred beer

brands and their breweries and many beautiful photos of bottles, cans and labels.

As well as beers from the main beer countries such as Germany, England, The

Czech Republic and Belgium. You will also find beers from the smaller and less

well- known ones, such as Fine land, Italy, and Spain, and of course the

Netherlands is also given the comprehensive coverage in this review.

This internet reference http://www.kingfisherworld.com/corporate/corporate-

brand.htm is described about the kingfisher beer.

The Beer brands manufactured and marketed by United Breweries Ltd have always

been recognized for their international quality. That's Beer at its best for the

discerning consumer!

Kingfisher, the bird is known for its keen instinct, and perfect aim. It zeros

on its target with unfaltering focus. It is a very vibrantly coloured bird. All

of its colours represent energy, youthfulness, enthusiasm, freedom with a

touch of formality and discipline. No wonder, that this bird with an eye for

right focus and an aim for succeeding in its attempt became the mascot for

The Kingfisher brand of Beer from the stables of UB group.

Since the launch, Kingfisher Beer has become one of the largest selling beer

brands in the world. "It's flying" and the mood is upbeat - both within the

Company and among consumers.

The new look designed by the UK based packaging specialists, Claessens, is

representative of the brand in full flight, in a supportive environment. It

reflects the energy, youthfullness and freedom that are characteristic of the

brand's target consumer and reiterates its contemporary positioning.

This internet reference http://www.crc.dk/flab/qulity.htm is describes about

the standard maintaining of kingfisher beer.

The finished beer is either bottled, canned or filled into kegs. It may be tunnel

pasteurised, flash pasteurised or aseptically bottled. In either case the beer must

appear fresh, bright and without faults to the customer and hence the quality is a

matter of great concern. The beer must also be free from micro-organisms to

ensure wholesomeness and biological stability. The ethanol content must obey

fiscal rules but is also of major importance for the flavour of the beer. This is

further influenced by a wide range of compounds that may be present in even very

small amounts. Visually the finished beer must form a nice foam on pouring, it

must have an attractive colour.

Despite use of the choicest raw materials and careful brewing performance the beer

is a fragile liquid, especially when not stored cold. The fine balanced aroma of

fresh beer is eventually replaced by a less attractive smell and likewise the taste

deteriorates. The basis for this decay is a matter of intense research.

This internet reference http://www.crc.dk/flab/quality.htm is describes about

the quality control of beer.

The quality control group of the Kingfisher Research Laboratory performs

analyses of water, barley, maize, hop products, wort and beer from the kingfisher

Breweries and its affiliated breweries in order to ensure that the products are of the

highest quality all over the world.

Routine analyses of the composition of the raw materials used in the malting and

brewing processes aim to assist quality control. Additional analyses are performed

to detect trace amounts of undesirable compounds such as pesticides to confirm

that they are not present in the raw materials used in production. Detection

methods for genetically modified raw materials such as maize kernels are also

established.

This internet reference http://en.wikipedia.org/wiki/Beer is describes about

the beer.

Beer is the world's oldest and most widely consumed alcoholic beverage and the

third most popular drink overall after water and tea. It is produced by

the brewing and fermentation of starches, mainly derived from cereal grains—most

commonly malted barley, although wheat, maize (corn), and rice are widely used.

Most beer is flavoured with hops, which add bitterness and act as a

natural preservative, though other flavourings such as herbs or fruit may

occasionally be included.

Some of humanity's earliest known writings refer to the production and distribution

of beer: the Code of Hammurabi included laws regulating beer and beer

parlours, and "The Hymn to Ninkasi," a prayer to the Mesopotamian goddess of

beer, served as both a prayer and as a method of remembering the recipe for beer in

a culture with few literate people. Today, the brewing industry is a global business,

consisting of several dominant multinational companies and many thousands of

smaller producers ranging from brewpubs to regional breweries.

The basics of brewing beer are shared across national and cultural boundaries.

Beers are commonly categorized into two main types—the globally popularpale

lagers, and the regionally distinct ales, which are further categorised into

other varieties such as pale ale, stout and brown ale. The strength of beer is usually

around 4% to 6% alcohol by volume (abv.) though may range from less than 1%

abv., to over 20% abv. in rare cases.

This internet reference http://goindia.about.com/od/nightlife/tp/top-indian-

beers.htm is described about the introduction to kingfisher beer.

The Indian beer industry is booming, and a visit to India wouldn't be complete

without trying some of the top Indian beers on offer.

Beer was introduced into India by the British, who eventually set up a brewery that

produced Asia's first beer -- a pale ale called Lion. However, these days, lager is

the only type of beer you'll find available in India. It comes in two strengths -- mild

(around 5% alcohol) and a generous strong (6-8% alcohol). Depending on the

place, a large 650 ml bottle of beer will cost you between 50-70 rupees ($1-1.50) at

a liquor store, and double or triple that at a bar

Kingfisher, "The King of Good Times", is India's most recognized and widely

available beer. Its name has been associated with sports, fashion, and even an

airline. The beer itself is a light tasting, easy drinking beer with plenty of malt. It

goes down really well -- if not a little too well at times! Kingfisher Strong,

containing around 8% alcohol, is fast growing in popularity and has more flavor

than the regular Kingfisher Premium, which has 4.8% alcohol. Another variation is

Kingfisher Blue, marketed at the young and trendy. This is also a strong beer with

around 8% alcohol but it has a very light watery taste.

This internet reference

http://www.indianmba.com/Faculty_Column/FC519/fc519.html is described

about the growth of kingfisher beer in the market.

UB (United Breweries Ltd.) is the market leader in the Indian beer market with a

40% market share. Its flagship Kingfisher brand alone commands 25% market

share. The company has however been focussing on strong beer, which has driven

growth. The company introduced its strong beer, Kingfisher Strong during the year

2000 in the selected market of Maharashtra and Karnataka. The move came as a

reactive move following increasing shift of consumers towards strong beer, a trend

started by Shaw Wallace. While the overall market grew marginally by 2%, the

strong beer market grew at 8-10% during the year at the expense of lager beer. The

market is now skewed towards strong beer with more than 60% of the market

being strong beer market.

Beer mix today is approximately 60 percent lager beer and 40 percent strong beer.

This ratio was very different 4 years ago. Over the last four years strong beer has

been the fastest growing segment. This was completely usurped by Shaw Wallace.

As of today while Shaw Wallace has approximately 28 to 30 percent of the strong

beer market, UB already has achieved 14 to 15 percent of that strong beer market

and is growing very fast. It launched Kingfisher Strong only in May of 2001. And

once it is able to takeKingfisher Strong national, it will try to match Shaw

Wallace's market share over the next few years.

Apart from Kingfisher, and Foster's Beer, the other brands in the Indian market

are Carling Black Label, Carlsberg, Dansberg, Golden Eagle, Guru, Maharaja

Premium Lager, Haake Beck, Haywards 2000 Beer, Haywards 5000, Haywards

skol, Flying Horse Royal Lager, Taj Mahal, Heinekin, Hi-Five, Ice, Kingfisher

Diet, Kingfisher Strong, Kirin, KnockOut, Legend, London Diet, London Draft,

London Pilsner, Royal Challenge, San Miguel Lager, Sand Piper,

Strohs and Zingaro.

This internet reference

http://www.indianmba.com/Faculty_Column/FC519/fc519.html is described

about the beer market in India.

The Indian beer market was estimated to be 6.7 million hectoliters (hl) in 2002-03.

As seen in figure 1, beer consumption has been growing rapidly at a CAGR

(Compound Annual Growth Rate) of 7 per cent over the last 9 years, while growth

in 2002-03 was 11 per cent.

Indian growth rates compare favorably with the global beer industry, which grew

by about 2.6 per cent in 2001-02 Apart from providing strong growth, India also

provides attractive profit margins due to the consolidated nature of the industry – a

comparison between China and India, for example, reveals that the Chinese beer

market is marked by intense competition, with several players being marginalized.

In China there are about 400 brewers, of which the top 10 account for only 45 per

cent of the market. This has resulted in low profit margins for the Chinese beer

players. In contrast, the top two beer players in India account for about 75 per cent

of beer sales in India and the industry stands a chance to see more consolidation in

the near future. The effect of this consolidation can be seen in the fact that beer

prices in India rarely go down with the competitive pressures of new product or

brand launches. In the past, whenever beer prices have gone down, it has been due

to either the lowering of duties by the government or the deregulation of

distribution (leading to lower margins for the distribution channel partners). In

neither scenario have the margins or revenues of beer manufacturers been affected.

In the website http://hywelsbiglog.wordpress.com/2008/05/31/beer-review-

kingfisher-premium-lager-beer/, it says about premium lager beer is that;

Around the top border, it reads “India’s Premium Lager”. And around the bottom

border, “The Finest Malted Barley & Hops”. No, wait, that’s not special at all.

Maybe it’s the alcoholic volume? Next to the “330ml”, an in tiny writing, we’re

informed that this has 4.8% volume. At 0.2% less than both Cobra and Tiger,

that’s not working to Kingfisher’s favour either.

Under all of that though, is one small detail that does raise Kingfisher above it’s

Indian counterparts. It’s heritage. Dating to 1857, that blows its twentieth century

competition out of the water.

The back label holds a few more interesting facts. Some in it’s favour, some not.

First, it tells us that Kingfisher is the world’s number-one selling Indian lager. A

surprise to me. Especially as I hardly ever see Kingfisher on sale anywhere. Then

we’re told that Kingfisher has won “several international awards for its quality and

taste”. Again though, we don’t know what they were. Come on, tell us what

awards you won exactly.

Then, we learn that Kingfisher is a brand of the glamorously named United

Breweries Group of Bangalore, India. Sadly, here’s were the news turns

sour. Kingfisher wasn’t imported. Instead, it’s been brewed and bottled under

license by Shepherd Neame of Faversham in Kent. The same Shepherd

Neame behind the rather good Bishops Finger and Spitfire Kentish Ales. I hope

they’ve not skimped on the quality just because it isn’t their name on the front of

the bottle. This could be quite good after all

This internet reference http://en.wikipedia.org/wiki/Draught_beer is

described about the kingfisher draught beer.

Kingfisher draught beer also known as draft beer or tap beer has several related

though slightly different understandings. Most references to draught beer are

to filtered beer that has been served from a pressurized container, such as a keg or

a widget can. A narrower meaning, beer that is served from a keg (or tap), but not

from a can, bottle or cask, is also used. A more traditional definition is beer that is

served from a large container, which could be either a keg or a cask. The different

understandings may at times overlap and cause confusion. Some traditionalists

object to the more modern use of the word when applied to canned beer. The slight

usage differences of the term are due to the history and development of beer

dispensing.

Book: Grossman’s guide to wine, beers, and spirits (Seventh revised edition)

Author: Harold J. Grossman

In this book, the Grossman’s guide to wines, beers and spirits, revised by harriet

lembeck, the author describes about the handling packaged beer.

The author says that bottled beer should be stored in a dark, cool place. Beer

exposed to the direct rays of the sun in a shop window for display cannot be used,

as beer is extremely sensitive to light and will, after only a few moments,

commonly called skunky. It may also become cloudy. This is caused by a

substance in the hops that is sensitive. If the hops are treated with the hydrogen, the

skunky producing elements will be eliminated. Beer in cans is not affected by light,

but it should be kept in a cool place. In the home beer should be stored in the

lowest, coolest part of the refrigerator. Storing bottle and canned beer in the door

shelf of a refrigerator is risky because the constant jostling and the drafts of warm

air from the kitchen could hasten beer’s deterioration.

This internet reference http://en.wikipedia.org/wiki/Lager is described about

the kingfisher lager beer.

Lager is a type of beer that is brewed using bottom-fermenting yeast at lower

temperatures and for longer durations than those typically used to brew ales. In

German, the term "lager" refers to storing a beer at cool temperatures and does not

necessarily imply bottom-fermentation. Pilsner, Bock, Export and Märzen are all

styles of lager. Pale lager is the most widely-consumed and commercially available

style of beer in the world.

In this website http://draughtquality.org/f/DBQM_Full.pdf, it describes about

quality of draught beer.

Properly designed and appropriately operated, your draught system pours perfect

draught beer from its faucets. But the consumer’s experience can still be ruined by

improper pouring, glass residue and unsanitary practices. In this chapter, we

review the serving practices required to deliver high quality draught beer. To

achieve the qualities the brewer intended, beer must be served following specific

conditions and techniques. Let’s review some of the critical conditions necessary

for proper draught dispense.

• Beer stored between 34° - 38ºF

• Beer served between 38° - 44ºF

• To accomplish this, the glycol cooling the beer lines in a long-draw system

should be set to 27º - 32ºF.

• Balanced draught settings (pressure = resistance)

• Normal fl ow rate of 2 ounces per second.

Book: The bar and beverage book (Third edition)

Authors: Costas Katsigris,

Mary porter,

Chris Thomas.

In this book, the bar and beverage book, the authors describe about the industry

trends of beer.

The authors says that the blend, light bodied lagers of today’s giant brewing

companies may still dominate the beer market, but there is a persistent and

growing interest in specialty beers and imported beers from a very active

international brewing scene. We have already established that today’s consumer is

willing to experiment with new and different products, is willing to pay a higher

price for them, and may well be more sophisticated than the prototypical beer

drinker of the past.

They also says that the fueling the trend toward increasing availability of what are

termed craft beers, made by people who consider brewing as much an art form as

science. In contrast to the standard American beers and many of the imports, these

hand crafted brands are typically rich, hearty, colorful, aromatic brews that range

from European style beers to specialties developed by the individual brewer. While

the national giants are locked into their own rigid formulas and images, most craft

brewers tried to capitalize on trend by introducing their own, fuller – flavored

products or by purchasing or contracting with smaller breweries to sell their

specialty beers.

Book: Beer Basics

(a quick and easy guide)

Author: Peter Lafrance

(He was the formerly the editor /publisher of ‘On Tap’ and senior editor of

beverage media.)

In this book, the beer basics, the author Peter Lafrance describes about the tasting

of beer.

He says that the most important thing to remember about the setting up a beer

tasting is that it should be fun. Of course, there is serious side learning about the

craft or brewing beer and appreciating a well brewed beer, but the only real reason

to go to all the trouble of setting up a tasting is to enjoy good beer with good

friends. Sharing your impressions of beers and even keeping notes, so that you

know what you liked and did not like about a beer, can become a regular event

among beer aficionados. It is actually a lot more fun than just sitting around

drinking for effect especially the next morning.

The author also says that beer can be evaluate for the following characteristics-

appearance, bouquet, taste, after taste and overall impression- you should present

the beers to their best advantage. This means having enough beer clean glasses on

hand for everyone taking part. If you do not have the massive collection of glasses

so that each beer is served in the glass specifically designed for it, the best glasses

to use are what are called burgundy glasses.

Book: The bar and beverage books (Fourth addition)

Author: Costas katsigris,

Chris Thomas.

In this book the bar and beverage book, the author describes about the on premise

beer promotions.

The authors say that bars have an advantage over many off premise locations when

it comes to beer sales, in that the bar sells one serving at a time. The customer

doesn’t have to make the commitment to a full six packs or case and might be

willing to sample new products. At a bar the guest is more likely to try something

at the suggestion of the server or bartender. Image also plays an important role.

Customers will often migrate to a higher image beer if they want to impress the

people they are with. Other guests do so to treat themselves to something more

upscale than they would select at a supermarket or convenience store.

The authors also describes that all of these gives a bar a chance to increase profit,

brand awareness and loyalty, but only if the product is visible at the point of

purchase. Common ways that bars advertise their wares on premises are Tap

handles, lists and menus, table tents, beer coasters, neon signs and logos.

Book: The world encyclopedia of beer

Author: Brian Glover

In this book, the world encyclopedia of beer the author describes about history of

beer.

The author says that beer has always been the drink of the people. Malt and hops

may not have inspired as many precious pens as the noble grape, but they have

always provided good company. Beer is much more sociable. It is the best long

drink in the world.

He has given the brief description about the first brewers, civilizing influence, the

Sumerians and Babylonians, documented brewing methods, tastes of the past, the

brewers of ancient Egypt, the end of tradition.

The author also describes about the brewing industry, it has changed

fundamentally since the early medieval ala wives brewed from their kitchens and it

has been affected by the advances in technology sparked by the industrial

revolution of the 19th century and continuing innovation of the 20th century. It has

developed into one of the largest and most modern multinational industries. Beer is

shipped all around the globe and large companies produce their brews thousands of

miles from home.

Book: Cooking and eating with beer

Author: Peter Lafrance

(Is a consultant to restaurants and beverage companies on bar)

In this book, cooking and eating with beer, the author describes about the beer

menus and cooking with beer.

He says that beer has once again caught the popular imagination with an explosion

of micro breweries, brew pubs, and restaurants producing brew based on every

distinctive style of beer known in the world. From ethereal, straw colored lagers to

deep, garnet colored pale ales, these beer challenge the palette with an

extraordinary range of flavor and character.

He also explains about the essential principle of matching the right beer with the

right food, and unlocks the many exciting possibilities of cooking with beer. It

features the expertise of over 50 chefs, brew masters and restaurants from leading

North American restaurants who share with you their special tips, techniques and

recipes for using beer successfully in the kitchen and on the table.

Book: The international book of beer

(a guide to the world’s most popular drink)

Author: Barrie pepper

In the book, the international book of beer the author describes about the

preparation, packaging and distinct qualities of a wide variety of beers on

worldwide basis.

The author says that beer is an always has been a truly international beverage. Like

wine, its taste and reputation for transcends mere geographical boundaries and also

like wine, the sheer variety of beer now available bewilderingly profuse. Whether

its areal ale from the united kingdom, a light beer from the united states or a

designer lager from France or Italy, beer drinking enthusiastic the world over are

just as keen, dedicated and knowledgeable as any connoisseur of fine wine.

This book gives a full account of the history of beer and the exact science of

brewing, complete glossary of beer terminology and a fascinating and possible

controversial list of what the author considers to be the world’s top ten beers.

Book: The waiter’s hand book

Author’s: Graham Brown

Karon Hepner

In this book the author’s Graham Brown and Karon Hepner describes about the

beer making process.

The author’s says that beer is made from fermented green by the process called

brewing. The traditional ingredients are malt, yeast, hops and water. Beer is the

general term for ales, lagers and stouts. Ales and lagers are made by different

techniques of fermentation. Ales are top fermented where as lagers are bottom

fermented. In general lagers are paler and more highly carbonated than the ales.

Most Australian beers are lager. Stout is a dark heavy beer. Draught beer is drawn

from a keg, rather than bottled or canned.

They also say that the Australian beers often carry confusing labels, for example:

pale a lager can be described as ale and a bottled or canned beer may be described

as genuine draught.

Book: Restaurant service basics

Authors: Sondra. J. Dahmer

Kurt.w. Kahl

In this book Restaurant service basics, the author describes about the types of beer

and procedure of serving beer.

The author says that beer is a term referring to a brewed alcoholic beverage made

from fermented barley, malt, hops, yeast and water with an alcoholic strength of 2

to 6 percent.

They also described that United States, most of the beer consumed is a lager beer, a

generic term for a pale, aged brew introduced from Germany during the middle of

the nineteenth century. In addition to malt, other grains such as corn and rice are

frequently used to give lager its light body. All lager beers are aged by storing

them for several months before putting them into bottles, cans or kegs.

The author has briefly elaborated the procedure for serving beer. They says that

beer goes well with almost any food served in a restaurant except sweets. Beer may

be served before meal with the appetizer, during the meal and as a beverage any

time. The glass is placed on the table to the right and below the water glass and the

beer is poured for the guest.

Book: Food and Beverage Service

Author’s: Anil Sagar

Deepak Gaur

( Instructor of basic training center, Pusa, New Delhi.

In this book the author describes about the material required to make beer and

brewing process and also describes about beer.

They say that beer is an alcoholic beverage obtained by the fermentation of cereal.

Brewing is an old as human record Sumerian, Babylonian, Assyrian, Egyptian

record dating back to 6000 years to this fact that brewing was well established at

the dawn of civilization. It is very good in summer. It gives refreshing. The

alcoholic content is between 3percent to 5percent only.

They also described about the how beer is served. On the demand of the guest

waiter has to show the bottle to the guest before opening. When the guest is

allowing you to serve the beer then you can serve the beer in the beer goblet or

beer mug, the beer gently down the side of the glass. In case the beer is over

chilled, enough froth does not form in the glass when produced.

They also say that if the guest complained that the beer is flat shake the bottle

lightly, froth will come up and this proves that the beer is not flat.

Book: Food and Beverage Service

Author: Vijay Dhawan

In this book the author Vijay Dhawan has described about the types of Indian

beers.

He says that Indian beer bottle capacity is 650ml. He also given the various types

of Indian beer, they are Kingfisher, UB(united breweries), Golden Eagle, Birdie,

Rosy Pelican, Black Partridge, Gymkhana, Guru, Black Label, Thunderbolt, and

others.

The author also explains the contents which are appeared in beer. The beer

contents 89-91% water by weight, 3.5% alcohol, carbohydrates, sugar or dextrin 3-

4%, protein 0.4-0.5%, carbon dioxide gas 0.4-0.5%, minerals, salts 0.2% by

weight.

The author briefly elaborated the basic raw material required for beer, they are

barley, malt, sugar, yeast, hops and liquor.

Book: Food and Beverage Service (Fourth Edition)

Authors:

Dennis. R. Lillicrap

(Senior lecturer, department of hotel and catering operations, Polytechnic of

West London)

John. A. Cousins

(Head of department of hotel and catering management, Polytechnic of West

London)

In this book the authors Dennis. R. Lillycrap and john. A. cousins has describes

about the bottling of beer.

They says that the object of the bottling is to supply a beer which is consistent in

the flavor and character and will remain in good condition for a reasonable length

of time. Bottled beer may be classified basically into two groups.

The authors also describe immediately before and bottling the beer is stored at a

constant temperature of 13-15c. During this maturing period a slight deposit may

form. It is stored at a constant temperature, namely 13-15c. If the temperature is

any colder than a haze may appear. Some bottled beer is subjected to a slowly

rising temperature up to 60c for 18 minutes and then slowly cooled again. This

suppresses all the organisms that may be present in the beer and allows the beer to

remain in a sound condition over a longer period of time.

Book: Food and Beverage Service (Seventh Edition)

Authors: Dennis Lillicrap

John Cousins

Thames valley university, Ealing, London and slough,Berkshire.

Robert Smith

Birmingham College of food, tourism and creative studies.

In this book the food and beverage service, seventh edition. The authors describes

about the fault in beer.

The authors say that although thunder has been known to cause a secondary

fermentation in beer there by affecting its clarity, faults can usually be

attributed to poor cellar management. The authors also explains about the

common faults in beer, they are Cloudy beer, Flat beer, Sour beer, Foreign

bodies.

The authors have briefly elaborated the faults in beer. Cloudy beer may be

due to too low a temperature in the cellar or more often may result from the

beer pipes having not being cleaned properly. Flat beer may result when a

wrong spile has been used –a hard spile builds up the pressure, a soft spile releases

the pressure. When the cellar temperature is too low, but often becomes dull

&lifeless. Dirty glasses and those which have been refilled for a customer who has

been eating food will also cause beer to go flat. Sour beer may cause due to lack of

business resulting in the beer being left on ullage for too long, sournell may also be

caused by adding stale beer to a new calk, or by beer coming in contact with old

deposits of yeast that have become lodged in the pipeline of the cellar. Foreign

bodies maybe the result of production or operation slip-ups.

Book: hotel and catering studies

Author: Ursula johns

In this book the author Ursula johns describes about the beer, how it is made,

stored, filtered etc.

The author says that the beer should be served in well-ventilated, cleans cellos at a

constant temperature of 13’c. If traditional carks are used they should be placed on

trestles and allowed for rest for 24 hours often transportation to settle the beer. The

barrels are taped and spiles are inserted to control the air when the contents are

withdrawn.

He also explained that in modern metal kegs, the beer is pressurized with

carbon dioxide to assist the flow of beer. All pipes and pumps should be absolutely

clear to avoid contaminating the beer & also altering the flavor. The bottled beer

should be allowed 24 hours ton settles before being served to the customers. Beer

is served in imperial pints or half pint measures.

The author says that beer should be carefully powered against the side

of the glasses to ensure that the only a small head of forth is created.

Book: modern restaurant service (a manual for students and practitioners)

Author: john fuller

In this book the modern restaurant service, the author describes about the

service procedure of beer.

The author says that the bottled beers are served from 3dl bottles and poured

into a 3 ¾ dl glass. They are served with the Head or collar. Serve without a delay

so that a full Head remains.

He also tells that the English draughts are served at normal cool cellar

temperature. Lager beers are always served chilled. The author that the draught

beers are served in half pints or pints must be served in glasses, mugs or tankards

bearing the official crown marking and quality must be full to the mark.

In this internet reference http://www.sabmiller.in/about_business.html is

described about the Beer Industry in India.

India has the largest population of beer drinkers in the world. Beer on the other

hand is a different story with Per capita consumption in India is hovering around a

measly 0.8 liters per annum. These figures pale into insignificance if one compares

them with those of Czech Republic that has the highest per capita consumption of

156.9 liters per annum. Per capita consumption is directly related to the taxation,

according to an industry observer. For instance, in Maharashtra there is a direct

100% excise duty on Beer. An equivalent 650 ml bottle is available for

approximately Rs 8 in China. Rising income levels: India is home to nearly one-

sixth of the global population and is one of the most attractive consumer markets in

the world today.

Being the most attractive new market all most all the major beer brands have

entered the Indian market in last few years changing age profile: As a

consequence of the high birth rates prevalent until the 1990s, a large

proportion of the Indian population is in the age group of 20-34 years. This age

group is the most appropriate target for beer marketers.

This population trend will give a further boost to the growth of beer

consumption in India. Urban consumers become more exposed to western

lifestyles, through overseas travel and the media, their attitude towards alcohol

is relaxing the greatest evidence of this trend is the increase in beer

consumption among women. More and more women are consuming beer.

Book: The complete guide to Beer

Author: Brian Glover

In this book, the complete guide to beer, the author describes about the beer

drinking.

He says that asking for a beer is a vague statement of intent. Many take beer for

granted, assuming that a glass has little to offer beyond quenching a thirst and

providing intoxication. But beer is much more than a chilled pilsner on a hot day.

You should never rush a good beer.

The author also says that the anticipation is the part of enjoyment. Take the trouble

to pour the beer carefully into a clean glass, ensuring a reasonable head. First drink

with your eyes and appreciate the colors in your beer. Don’t necessarily worry if

the beer is not sparkling and bright. Some brews, yeasty wheat beers from

Germany. Some have a subtle scent, others can be almost overpowering, but all

should be enticing. At last let the beer flow right over your tongue to pick up all

the different taste sensations. Then swallow and wait. Savors and flavors left

behind. A good beer should linger long on the palate. The taste should not be

strangled in your throat.

He also says that the best beer of most styles is on draught and the closer the pub

or bars to the brewery, the better the beer. It is at the heart of the community in

many countries. There is a beer for almost every occasions – ice cold lager is

perfect for the beach.

This internet reference http://www.answerbag.com/q_view/829056 is

described about why people like to have beer.

The author Kevisaurus is says that it would be difficult for one beer drinker to

speculate on the motivation behind drinking a beer due to the fact that there are

many beer drinkers with different reasons for enjoying drinking beer. I will

however, offer some insight as to what my observations have been having enjoyed

beer in many different environments with many different types of individuals. I

have found that there are individuals who enjoy having a beer or two; they enjoy

the taste as well as the relaxing effect of the alcohol. They do not appear to

consume the beer purely for the physical effect, they actually enjoy the taste, and

in many cases it seems as though the taste of beer to them, is reminiscent of a hard

day’s work that has come to an end, or a project which has finally been completed.

It is not abused, for the alcohol, but enjoyed for those other reasons I mentioned as

well. I on the other hand, am the type of person who correlates the taste of beer

with the physical effect it will have once I have consumed a healthy amount, and

although I may not enjoy the flavor of a particular beer, I will press on and finish

it, because I seek the effect of the alcohol. That is why I would not be suited to

answer this question on behalf of all beer drinkers, our motivations and reasons for

enjoying beer differ, they range from enjoying the taste, to enjoying the effects, as

well as a combination of the two.