field activation training manual beer. all information is confidential and property of mktg inc....

FIELD ACTIVATION TRAINING MANUAL

BEER

All information is confidential and property of MKTG INC.

BEER

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Definition:

An alcoholic drink made from yeast-fermented malt flavored with hops.

Beer is made from four basic ingredients:•Barley•Water•Hops•Yeast

Beer is produced in four major stages:•Malting•Mashing•Fermenting•Bottling

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BEER CATEGORIES & STYLES


BEER CATEGORIES

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While beer styles continue to grow, most fall under two main categories


LAGER STYLES

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American Pale Lager – a lager yellow in color, these beers will display a broader depth of malt flavor and a more complex bitterness over other lagers.

•Examples: Guinness Blonde American Lager, Yeungling, Budweiser

European Pale Lager – light gold in color, these lagers offer significant hop flavor, bitterness is moderate, and both are backed by a solid malt body and sweetish notes •Examples: Harp, Stella Artois, Heineken

Premium Lager – a beer that straddles between the mainstream Pale Lager and Pilsner, typically a deep gold bronze color, and distinct influence of malt and hops•Examples: Red Stripe, Kingfisher, Grolsch


LAGER STYLES

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Pilsner – a lager with a pale color like a pale lager, but is more bitter in taste. The flavors of pilsners are more distinctive than pale lagers

•Examples: Sam Adams Noble Pils, Beck’s, Carlsberg

Light Lager – a lager that uses less hops and barley in order to create low calorie beers •Examples: Bud Light, Coors Light, Miller Lite

Dark/Black Lager – a lager made with roasted hops and barley. This means they have much richer flavors and are dark in color. They are full-bodied and flavorful•Examples: Guinness Black Lager, Köstritzer, Shiner Bohemian Black Lager


ALE STYLES

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Brown Ale – an ale reddish brown to dark in color and tend to be maltier and sweeter on the palate, with a fuller body

•Examples: New Castle Brown Ale, Abita Turbodog, Smuttynose Old Dog Brown Ale

Amber Ale – ranging from light brown to dark amber in color, this ale is medium to full bodied with a malty/caramel sweetness. Hop aroma and bitterness should be minimal but evident and balanced.•Examples: Guinness 1759, Bell’s Amber Ale, Fat Tire Amber Ale

Irish Red Ale – a bit sweet with well-rounded and balanced flavors, and a toasted malt character. A drying finish is common•Examples: Smithwick’s, Kilkenny Irish Cream Ale, Killian’s Irish Red


ALE STYLES

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Porter – dark in color and full-bodied, with the roasted barley flavors dominating over the mild hop flavors. They are richly flavored, some even tasting like chocolate•Examples: Founders Porter, Sam Adams Honey Porter, Victory At Sea Coffee Vanilla Imperial Porter

Irish Dry Stout – one of the most common stouts, these tend to have medium-light bodies to keep them on the highly drinkable side. Bitterness comes from both roasted barley and a generous doe of hops, though the roasted character is more noticeable•Examples: Guinness Draught, Guinness Extra Stout, Murphy’s Irish Stout

Foreign/Export Stout – a special style of stout brewed bigger than normal for a long journey, traditional found in the tropical regions of the world. Higher in alcohol with a very pronounced roasted character•Examples: Guinness Foreign Extra Stout, Lion Stout, Indra Kunindra


ALE STYLES

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Pale Ale – an ale made predominantly with pale malt. The higher proportion of pale malts results in a lighter color. Pale ales are also characteristically hoppier in flavor over other aleS

•Examples: Smithwick’s Pale Ale, Sierra Nevada Pale Ale, Bass

Indian Pale Ale (IPA) – a version of a Pale Ale with a strong bitter flavor due to an even higher proportion of hops in the brewing process. Typically a deep gold to amber color. IPA’s were first brewed in England to withstand the long voyage to supply British troops in India during the late 1700s, adding extra hops to normal Pale Ales since hops act as natural preservatives. The result was a much more malty and hoppy Pale Ale that boasted a higher alcohol content•Examples: Dogfish Head 60 Minute IPA, Lagunitas IPA, Stone IPA

Witbier / White Beer – a Belgian Style ale that’s very pale and cloudy in appearance due to it being unfiltered and the high level of wheat, and sometimes oats, that’s used in the mash. Always spiced, generally with coriander, orange peel and other spices or herbs in the background. The crispness and slight twang comes from the wheat and lively level of carbonation.•Examples: Blue Moon, Hoegaarden, Allagash White

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DGUSA BRANDS


GUINNESS

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ORIGINS

Arthur Guinness first started brewing a porter and ale in 1759 at the St. James’s Gate Brewery in Dublin, Ireland. Though he began with these two styles of beer, the popularity of the porter (now called a stout) quickly became evident and he focused all production solely towards it. 250 years later, the same four simple ingredients of that porter are used today: water from the Wicklow mountains, Domestic Irish barley, hand-picked hops, and the now famous strand of GUINNESS yeast.

It begins with a signature…

Now one of the most famous leases of all time, Arthur Guinness signed a 9,000-year lease on an unused brewery at St. James’s Gate, Dublin. It cost him an initial £100 (about $147 US dollars) with an annual rent of £45 (about $66 US dollars) – this includes crucial water rights


GUINNESS DRAUGHT

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Ingredients:

• Irish Malt, Roasted Barley, Czech Bittering Hops, Guinness Yeast, Water

• Deep ruby red with a creamy white collar consisting of the smallest bubbles you’ve ever seen.

Tasting Notes

• Aroma: Bold roast with a toasty and lightly sweet background followed by hints of coffee, chocolate and wood smoke. Sweetness from the malt, roastiness from the roasted barley.

•

• Brewed from Irish barley grown and malted especially for the Guinness Brewery. Guinness uses carefully selected imported hops and then doubles the average amount of hops for more flavor. Guinness Draught has only 125 calories per 12 oz. serving.

• Additional Information can be found at: http://www.guinness.com/en-us/home.html

• Instagram Handle: @GuinnessUS

•

The perfect Guinness pour takes 119.5 seconds to completeABV: 4.2%• Good to Know:• Flavor: Announces its intentions as a bold and roasty brew as soon as contact is made. Then, a restrained and rich

creaminess provides balance and continues throughout the draw. This accomplished, the beer eventually finishes remarkably delicate and clean. With initial malt and caramel flavors, the black-bodied liquid and smooth, creamy head finish with a dry-roasted bitterness. Complex, light-bodied yet full-flavored richness and smooth, creamy taste. Balanced—no one flavor predominates. A substantial flavor sensation with a clean finish.

• Appearance:

Famous for its “black” color, Guinness is actually a deep ruby red


GUINNESS DRAUGHT

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Nitrogen (N2) vs Carbon Dioxide (CO2)

One of the major differentiating qualities of Guinness Draught over other beers is that it is infused with nitrogen gas

• Guinness is infused with a gas mix of 75% nitrogen + 25% carbon dioxide.

• Nitrogen is largely insoluble in Carbon Dioxide liquid, which is what contributes to the thick, creamy head of GUINNESS Draught®. The N2 molecules are lighter in weight than CO2 causing the gas bubbles to actually rise with in the glass. This rising of the Nitrogen molecule creates the mesmerizing cascading effect; the waterfall of tiny bubbles slowly yielding to a dark brew with a fluffy, white head thick enough to float a bottle cap.

• Other beers get their heads from bubbles of Carbon Dioxide rising to the surface. This molecule is heavier in

weight than N2, resulting in a more of a foamy head, as the gas bubbles rise to the surface. Since CO2 can dissolve more easily in water, the foamy head is less stable than say a nitrogenated head of insoluble N2 bubbles.

• Both carbonation methods differ, however both can result in a delicious and refreshing beer.


GUINNESS DRAUGHT

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The Gravity Glass

• This new pint glass demonstrates respect for the heritage of the Guinness brand while strengthening its quality credentials with a premium and contemporary design.

• The new design further clarifies the surge effort of the beer while it settles, bringing the pint to life on the bar. It provides the drinker with an unparalleled drinking experience.

• Each glass is marked at the side with a circular logo showing the day of the year it was created and the year of production (i.e. 06/13 would be 6th day of year 2013).


GUINNESS DRAUGHT

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The Perfect PourPouring the perfect pint is 6-step process called the Guinness experience. It’s much

more than just pouring liquid into a glass.

1 THE GLASS

Start with a cool, clean, dry glass

2 THE ANGLE

Hold at 45° angle

3 THE POUR

Pull tap forward until glass is 3/4

full

4 THE SETTLE

Allow surge to settle

5 THE TOP-UP

Fill beer proud of the rim, pushing tap right back

6 THE PRESENTATION

Present badge forward


GUINNESS DRAUGHTCrowning A Beer With GuinnessGuinness Draught has a final gravity of 1.013, which is low due to its nitrogen/carbon

dioxide mix. This means that it will float on most other beers, if poured carefully.

• Today’s beer drinker likes to explore. He’s thirsty for new

experiences and appreciates flavor. In no other category is this as

true as beer. In 2012, beer cocktails were up 5% and at least 65%

of this growth was driven by drinks involving Guinness beer

• Guinness Draught offers a simple tool to take advantage of this

trend: offering consumers the option to Crown Their Beer with

Guinness

• 1/3rd of a pint is about the right amount of Guinness Draught

needed to add some flavor and style to their standard order


GUINNESS DRAUGHTCans and BottlesGuinness has worked extremely hard to make the quality Draught experience available

in both can and bottle formats

Guinness Draught In a Can (GDIC)•Size: 14.9 oz. •Packaging: 4 Pack and 8 Pack•Utilizes the built-in “widget” to create the famous surge and creamy head in the

pub as it from the keg. A unique mix of nitrogen and carbon dioxide helps create

the Guinness Draught liquid swirl that tumbles, surges and gradually separates

into a black body and smooth, creamy head.


GUINNESS DRAUGHTCans and Bottles (cont’d)Guinness has worked extremely hard to make the quality Draught experience available

in both can and bottle formats

Guinness Draught In a Bottle (GDIB)•Size: 11.2 oz. •Packaging: 6 Pack and 12 Pack•The newly improved Guinness Draught bottle has removed the need of a widget in

a bottle through an adjusted gas mi, delivering the great liquid brewed in St. James’

Gate Dublin, using the same great ingredients •The signature Guinness Draught experience is activated every time the bottle is

tilted to drink; the nitrogen contained in the new gas mix is released by the tilting

action – that’s why it’s best consumed straight from the bottle.•For those that prefer Guinness Draught in a glass, pour it faster and from a more

vertical angle for a better head


The 1759 Edition is the first installment in Guinness’ limited edition Signature Series, a range of luxury

beers that combine the skills of Diageo Master Distillers and the artistry of Guinness Master Brewers to

create small batch, highly distinctive beers made from unique & highly sought after ingredients

Ingredients:•Premium beer malt, peated Scotch and Irish whisky malt, roast barley, hops

Guinness yeast, water

Tasting Notes:•Rich, fruity, warming, mellow•Distinct butterscotch and caramel notes combined with a subtle hop character

from the Guinness Hops. •Sweetness on the palate from high remainder balanced with a mild but notable

after palate bitterness

Good to Know:•Only 90,000 bottles of 1759 will be available in the USA. Once gone, these bottles

will never be available again•Retail Price: $34.99 •ABV: 9.0%•Packaging: 25.4 oz matte bottle

GUINNESS 1759 EDITION


Guinness Blonde American Lager is the first fusion beer in the new Guinness Discovery Series combining

the best European brewing techniques with the finest American hops in a collaboration between Guinness

Master Brewers in Dublin and their US Master Brewer counterparts at the famous Latrobe Brewery in

Pennsylvania

Ingredients:•Specialty Malt, American Mosaic and Willamette Hops (from Pacific NW), Guinness Yeast,

Water

Tasting Notes:•Woody-hoppy, biscuity and nutty•Nicely balanced with a clean hoppy aroma, with a refreshing finish and pleasant bitternes

on the palate, that is evident, but not too lingering•An easy to drink product with a significant level of complexity delivered through brewing

craftsmanship and highest quality raw materials

Good to Know:•Produced in Latrobe, PA using 100% American raw materials to craft Guinness’ first

American product•Twice as smooth, half as bitter and 80% lighter in color than Guinness Draught•ABV: 5.0%•Packaging: 12 oz. bottles (6 pack/12 pack) and keg

GUINNESS BLONDE AMERICAN LAGER


A balanced IPA with robust hop aromas, infused with nitrogen. We leverage our peerless expertise in adding

nitrogen to beer to create a new way to enjoy the flavors and aromas of the style. Packaged in a format that

allows for a smoother, more balanced drink, with aroma that lasts for the first sip to the last.

Ingredients:•High quality, roasted Barley Malt, Golden Ale Malt, Admiral (bittering), Celeia, Topaz,

Cascade, and Challenger (aroma) Hops, Guinness Yeast

Appearance:•Clearing to a golden/honey amber following the signature surge & settle

Tasting Notes:•Tangy citrus peel over gentle pine notes. A restrained malt character. Guinness yeast esters

give a distinct mineral edge. •Smooth, creamy and rich, with a pleasant bitter finish

Good to Know:•Produced at St. James’s Gate, Dublin, Ireland•The yeast is the 125 year old Guinness top fermenting strain used in Guinness Draught•ABV: 5.8%•Packaging: 11.2 fl oz. cans (4 pack) and keg

GUINNESS NITRO IPA


First introduced in 2010, Guinness Black Lager is cold-brewed with traditional lager brewing

methods, but with dark-roasted malt for a more intense flavor and character

Ingredients:•Malt, Roasted Barley, Hops, Yeast, Water

Appearance:•Intense black color, free of haze and white head

Tasting Notes:•A low-hop aroma with a blend of floral and fruity hop notes•Moderately malty with roasted coffee notes present•The taste is clean and slightly sweet with a light bitterness that lasts into the finish•The aftertaste tends to dry out slowly and linger with a slight hop bitterness and a subtle

roastiness in the background

Good to Know:•Versatile flavor profile means the beer goes with many foods and occasions•ABV: 4.5%•Packaging: 11.2 oz bottle (6 Pack / 12 Pack)

GUINNESS BLACK LAGER


This is the Guinness that started it all. Crafted to perfection for over 200 years, Guinness Extra Stout

is descended from the definitive West India Porter known as Extra Superior Porter.

Ingredients:•Malt, Roasted Barley, Hops, Guinness Yeast, Water

Appearance:•Resembles a fresh-brewed coffee. Well-structured, light tan head, deep ruby red color, and crystal

clear when held to light

Tasting Notes:•A heady mix of well-done toast, subtle wood smoke, grain, coffee and baker’s chocolate•A robust mouth-feel while the taste is a perfect balance of sweet and bitter•It has a strong backbone of rich malt roast with secondary flavors that include ripe plums and hints

of raisins and dried fig•A lively crack of bitterness hits just before a lingering dry finish

Good to Know:•Guinness Extra Stout was given the name “Extra Stout” in 1840, previously called “Extra Superior

Porter”•Only CO2 is used to carbonate Guinness Extra Stout •ABV: 5.6%•Packaging: 11.2 oz bottle (6 Pack / 12 Pack)

GUINNESS EXTRA STOUT


Developed over 200 years ago for global export from Ireland, the addition of extra hops to the Extra

Stout recipe ensured the beer would arrive to its destination in perfect condition Ingredients:•Malt, Roasted Barley, Hops, Guinness Yeast, Water

Appearance:•Deep Brown

Tasting Notes:•A heady mix of well-done toast, subtle wood smoke, grain, coffee and baker’s chocolate•Big, full-bodied flavor, with dark Irish complexity and character•Initial effervescent alcohol impact is followed by a full-bodied palate, balancing roast, fruit and

bright hop bitterness•A unique bittersweet balance

Good to Know:•Guinness Foreign Extra Stout is brewed with the highest hop rate of all the Guinness stout

variants•It is the Guinness variant most commonly found in Asia, Africa and the Caribbean and accounts

for almost half of Guinness sales worldwide •Only CO2 is used to carbonate Guinness Foreign Extra Stout •ABV: 7.5%•Packaging: 11.2 oz bottle (4 Pack), 22 oz bottle (Individual)

GUINNESS FOREIGN EXTRA STOUT


Continuing 256 years of heritage and brewing excellence at St. James’s Gate, Guinness Golden Ale

is a premium-crafted ale brewed with GUINNESS yeast, using hops, Irish barley and a specially

selected amber malt.

Ingredients:•Guinness Yeast, Irish Barley, Hops, and an Amber Malt

Appearance:•Golden Ale

Tasting Notes:•Clean and fresh with good balance of bitterness and malt, with a biscuit after taste and a

refreshing yet full-bodied finish.•Subtle est ery and fruity aromas combine with the gentle hoppy and Guinness yeast-derived

aroma.•Subtle biscuit flavors, a crisp bitterness and a delicate hop aroma, giving way to a refreshingly

clean finish.

Good to Know:•ABV: 4.5%

GUINNESS GOLDEN ALE


With origins in a 1796 entry in Guinness’ brewers’ diaries, Guinness Dublin Porter is the epitome of a

tasty, well-rounded, warm, but light beer. This everyday beer is sweet and smooth with malt and dark

caramel notes.

Ingredients:•Hops, Malt, Barley and Roasted Barley

Appearance:•Dark in color and full-bodied

Tasting Notes:•Sweet and smooth with malt and dark caramel notes.

Good to Know:•ABV: 3.8%•It is fermented at a higher temperature (27 degrees) than Guinness Draught and undergoes a

short maturation process to deliver sweetness that combines with a subtle hop aroma.•Originating from the diary entry of a Guinness brewer from 1796, the recipe is inspired by the

‘golden age’ of porter.

GUINNESS DUBLIN PORTER


With origins in an 1801 entry in GUINNESS’ brewers’ diaries, today’s Guinness West Indies Porter

was inspired by the first beer purposely brewed at St. James’s Gate to maintain its freshness, whilst

it was shipped the world over. The beer is complex yet mellow, hoppy with notes of toffee and

chocolate.

Ingredients:•Hops, Malt, Barley and Roasted Barley

Appearance:•Dark in color and full-bodied

Tasting Notes:•Hoppy with notes of toffee and chocolate, described as “complex yet mellow.”

Good to Know:•ABV: 6.0%•It is fermented also at a high temperature (26 degrees), but not as high as Dublin Porter, and

maturation is shortened as much as possible to deliver the toffee, almost chocolate aroma and

flavour.•The recipe originates from an 1801 diary entry about brewing specifically to maintain

freshness while Guinness is transported from one country to another. To guarantee the fresh

quality, brewers created a porter with more hops and a higher gravity.

GUINNESS WEST INDIES PORTER


Ingredients:•Irish stout malt, crystal malt, very generous amounts of roasted

barley and subtle Goldings hops

Tasting Notes:•The beer evokes chocolate, vanilla and liquorice with a wood aroma

hint. •The beer delivers a unique sensory experience through a perfect

combination of the malts and bitterness for a mellow and sweet finish

Good to Know:•ABV: 9.0%•750 ml bottles•Limited Availability, only brewed once

GUINNESS 1798


Founded in 1710, Smithwick’s Irish Ale is Ireland’s oldest, best selling ale.

Ingredients:•Malted Barley, Roasted Barley, Hops, Yeast, Water

Appearance:•Off-white, creamy head with a deep chestnut color

Tasting Notes:•Very light caramel and orange marmalade scent•A complex balance of fruity, spicy and malty with dry, biscuity and clean all in one taste•Refreshing and clean, with a gentle balance of bitterness from the hops added early in the

boil, sweet, malty notes from the ale malt and a hint of roast coffee from the roasted

barley, for a final linger on the tongue

Good to Know:•All Smithwick’s sold in the US is brewed in Ireland•Smithwick’s brewery produces 8,000 kegs per day that are enjoyed worldwide•ABV: 4.5%•Packaging: 11.2 oz bottle (6 Pack / 12 Pack), 14.9 oz can (4 Pack), Keg

SMITHWICK’S IRISH ALE


A new addition to the Smithwick’s family in 2011, Smithwick’s Pale Ale offers a light bodied beer with

the depth beer drinkers demand

Ingredients:•Pale Ale Malt, Amarillo Hops, Smithwick’s Yeast, Water

Appearance:•A clear beer with a rich, golden color and a creamy head

Tasting Notes:•Clean and satisfying•Full-bodied with a long finish, with just the right balance of malty sweetness and lingering

hop bitterness

Good to Know:•Smithwick’s Pale Ale was first sold in the US as part of the Irish Discovery Series and by

popular demand it was sold separately starting in March 2014•ABV: 4.5%•Packaging: 16.9 oz bottle (TBD), 14.9 oz can (4 Pack),

SMITHWICK’S PALE ALE


Now the best selling Irish lager, Harp was developed by Guinness in 1960 as interest in lagers

started to increase in Ireland and the UK

Ingredients:•100% Irish Malted Barley, Hops, Yeast, Water

Appearance:•Golden and brilliantly clear

Tasting Notes:•A subtle grainy sweetness with hints of lemon citrus•A dry malty front slowly gives way to a crisp and dry hoppy finish with notes of green

apple and pear•A pleasant, buttery, sweet aroma•Crisp and dry, finishes remarkably smooth

Good to Know:•The name pays tribute to both the Guinness logo and the national symbol of Ireland•ABV: 4.5%•Packaging: 12 oz bottle (6 Pack / 12 Pack), keg

HARP


Brewed in Kingston, Jamaica since 1928, Red Stripe has become an icon reflecting the roots,

vibrancy, and pride of the Jamaican people

Ingredients:•European Malt, Hops from the Yakima Valley, Yeast, Water

Appearance:•Pale gold, lively carbonation

Tasting Notes:•Moderate hop aroma•Moderate in body, bitterness and flavor•Has a mild butterscotch flavor and a smooth post-palate sensation

Good to Know:•Red Stripe’s unique short and wide bottle shape is called a stubby•The label is painted onto the Red Stripe stubby bottle•ABV: 4.7%•Packaging: 11.2 oz bottle (6 Pack / 12 Pack), 16 oz can (4 Pack), 24 oz bottle

(Individual)

RED STRIPE


Red Stripe Light Lager is a lighter and more refreshing beer that still provides that unique Jamaican

flavor

Ingredients:•European Malt, Hops from the Yakima Valley, Yeast, Water

Appearance:•Pale gold, lively carbonation

Tasting Notes:•Fresh and clean with a slight fruity note•It is smooth with a short, mild aftertaste •Good flavor balance with bitterness well blended in

Good to Know:•Red Stripe’s unique short and wide bottle shape is called a stubby•The label is painted onto the Red Stripe stubby bottle•ABV: 4.1%•Packaging: 11.2 oz bottle (6 Pack)

RED STRIPE LIGHT

field activation training manual beer. all information is confidential and property of mktg inc....

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