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CHAPTER ONE: INTRODUCTION AND REVIEW OF LITERATURE
A microbrewery is a small brewery with a limited production capacity which, of
necessity, produces labour intensive hand-crafted beers . The term and trend
originated in the United Kingdom in the late 1970s to describe the new generation of
small breweries which focused on producing traditional cask ale.A brewpub/
Brauhaus is a pub or restaurant that brews beer on the premises. Some brewpubs, such
as those in Germany, have been brewing traditionally on the premises for hundreds of
years.Craft Beer is an American term which is also common in Canada and New
Zealand and generally refers to beer that is brewed using traditional methods, without
adjuncts such as rice or corn, and with an eye (or a tongue) to what's distinctive and
flavorful rather than mass appeal. Whereas the term microbrewery is a term for a
small scale brewery that produces a small volume of beer, craft brewery describes an
approach to brewing, which in principle may be carried out on any scale..The
American and Canadian history of brewing beer predates the arrival of the Pilgrim
Fathers in 1620. The earliest immigrants are believed to have brewed beer from corn
soon after they arrived in North America. Two Dutch immigrants, Adrian Block and
Hans Christiansen, set up the first commercial brewery on Manhattan Island in what is
now New York City in 1612.Successive generations of settlers found that barley (for
malt) and hops flourish in much of the eastern United States. Consequently, small
breweries that brewed for local consumption prospered.Following the Civil War in the
1860s, the growth of cities and the development of the railroad system made beer
distribution simpler. The easier methods of distribution coupled with the influx of
beer drinkers from Germany and Ireland led to a dramatic expansion in the volume
and types of beers produced. By the end of the nineteenth century, brewing German-
style lager beers, rather than traditional ales, had become the norm.Since 2005 the
initiative towards setting up India’s first microbrewery/Brewpub was seen in different
states, but eventually the first microbrewery came up in Pune, in 2007 named ‘Martin
Judds Microbrewery’, and the first Brewpub named ‘Howzzat’ in Gurgaon. At present
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there are almost 15 brewpubs operational in India, and new projects are always on
discussion in new cities like Bangalore, Noida, Delhi, Kolkata, Pune, Mumbai,
Chennai etc. However Haryana & Maharashtra being the first two states to develop a
functional excise and licensing rules for Microbreweries/Brewpubs, other states are
also catching up fast, however the excise since governed individually by different
states the policy could however change from city to city
Beer History: Prohibition
With the introduction of prohibition in 1919, the brewing industry faced turmoil.
Many small and large regional brewers ceased brewing altogether. The larger brewers,
including Anheuser-Busch and Pabst, switched to producing near beer: beer
containing less than 0.5 percent alcohol.
By the end of prohibition in 1933, the American public had developed a taste for light,
insipid, lager beers. As a result, large brewers gained a stranglehold on the mass beer
market
More Recent Beer History
In the second half of the twentieth century, more Americans traveled abroad than ever
before. American military personnel and tourists alike discovered the wide variety of
tasty, full-bodied lagers and ales available at German beer gardens and in traditional
British pubs.
In the early 1980s, a number of pioneering American and Canadian brewers set up
microbreweries to reintroduce a choice of high quality beers to North America.
Although setbacks occurred during the early days of craft brewing, the sector is
continually growing stronger in the beer market. Microbreweries now supply about
three percent of all beer consumed in the United States.
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Microbreweries: Where Next?
Microbreweries and brewpubs have come a long way since their difficult rebirth in the
1980s. Every US state and Canadian province now seems to have microbreweries. In
addition, longer established regional brewers, such as Anchor Brewing in San
Francisco and Samuel Adams in Boston, have seen a resurgence of interest in their
beers due to the growing craft brewing phenomenon.
The growth of microbreweries is not restricted to North America. The globalization
and consolidation of the world beer market has encouraged the development of craft
brewing and microbreweries in many countries, including Great Britain, Australia and
New Zealand.
Great Britain’s Campaign for Real Ale (CAMRA) reported that 80 new breweries had
opened in the year leading up to September 2005. Great Britain is now host to about
500 microbreweries, more microbreweries per person than any other country in the
world. Beer drinkers around the world have been more than pleased to follow the
North American-born trend of the microbrewery!
With their varying flavor intensities and alcohol contents, microbrews are here
because beer distributors noticed a market demand and took a gamble on imports like
Corona in the 70s. This type of flavorful beer sold to a limited yet very enthusiastic
crowd.
Beer manufacturers create what sells, therefore they didn't believe there would be a
significant maket with those types of beers. Consumer studies and sales showed that
the biggest part of the American audiences enjoyed watery brew.
Then, out of nowhere, microbrews popped up after the first successful brew, Samuel
Adams, fought with import distributors to try and convince them that a flavorful
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American beer would sell. Now,we have more microbrews than ever before with
more coming out each and every day.
Microbrews really hit when distributors really believed that at least some people
would buy them.On the other hand, home brewers and brewpubs had legal wars. In
1968, home brewing was legalized and home brewers now had the support and
assistance of supply and advice stores.
Until 1983, brewpubs were illegal in all states. Late in 1983, California first began to
allow brewpubs to brew and distribute their brands of beer on site. These charming,
yet small batch breweries experienced high sales, especially in restaurants.
Around a century ago, the United States had more than 2,000 breweries making many
different styles and variations. By the 80's, there were only 40 brewing companies that
offered a brand of American Pilsner.
Today, there are over 500 microbreweries and brewpubs in the United States. Over
the past few years, brewpubs have been popping up all over th e place, even in bars
that used to only carry the top beers.
EQUIPMENT
Before you can start brewing beer, you'll need to have the right equipment. If this is
your first time brewing, you should start simple. Before you begin, the first thing that
you'll need is a brewpot. Before you rush out and buy one, you may already have one
that will work just fine.
The pot should hold at least three gallons of liquid. The next thing you'll need is a
fermenter. For the average five gallon batch, the fermenter should hold six gallons or
more, allowing space for a foam that will form during the vigorous process of
fermentation.
For this stage, a glass carboy or food grade plastic bucket is often used. You'll also
need an airlock for your fermenter to allow the C02 to escape while also keeping the
air out. A siphon hose is also needed to transfer beer from the fermenter when it's
ready, without having to mix air into it.
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A bottling bucket will also help to make the process much easier. Bottling buckets are
similiar to fermenters, except the fact that they have a spigot at the bottom that allows
you to fill the bottles directly, which makes the entire process less messy and gets
things done much quicker. You'll also need a capper to seal your bottles; as bottles
and caps or even a keg will be needed to store and serve your brew.
If you look around, you may be able to find a kit that will contain everything you
need. You can purchase kits on the internet, many of which offer the top quality
equipment you'll need to brew. All you have to do is look around the net, as there are
many different web sites that offer equipment for microbrews.
If you don't want to buy a kit, you can always buy each piece of equipment seperately.
This tends to be a bit more expensive than buying a kit, although you'll be able to pick
each piece of equipment yourself, without having to take what's included in the kit.
Once you get all of the necessary equipment together, you should know how to use it
before you get started. This way, you won't run into any problems once you start
brewing. The equipment needed for brewing is easy to use, so you shouldn't have any
problems.
Brewing microbrews can be both fun and exciting, especially when you start brewing
your own creations. You can drink the brew yourself, or serve it to friends and family.
Microbrews are fun to drink and create - which makes having the proper equipment
all the more while.
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DISCOVERYOF MICROBREWS
Brewed on every continent around the world and enjoyed in every nation, beer can
quench every type of thirst and go down as easily as spring water to thick, heady
concoctions that resemble that of the thickest oatmeal. Just as the gourmet blends
have conquered a large portion of the coffee business, handcrafted brews continue to
keep a firm hold on the most serious of beer drinkers. There are hundreds of
thousands of brews out there, which are sure to please even the hardest to please.
When it comes to the gourmet types of microbrews,there are some things to keep in
mind. If you are new to microbrews and gourmet types, you'll find the tips below to
be very beneficial.
Start light
When you go to a pub or just out to drink, you should start off light with a basic lager,
pilsner, or wheat beer. After that, you can work your way towards the full flavored
beers, such as porters and Oktoberfest beers. These can be very potent, especially for
those who don't really drink that much.
Starting light is also good for your overall tolerance, as drinking light will prepare you
for the more potent drinks. This way, you can enjoy plenty of microbrews without
having to worry about stopping too early.
Brewpub
The ideal way to try new types of beer is to pay a visit to a local brewpub. Many of
these small brewery/restaurants will offer samplers, which feature small glasses with
four to five of their most popular beers. This way, you can experience a variety of
beer tastes without having to spend a lot of money. Once you have tried a couple of
the beers, you'll know what to order.
Dark beers
If you are a casual beer drinker or can handle your tolerance, you shouldn't be afraid
in the least to try dark beers. The dark color doesn't mean that the beer is heavier or
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contains more calories, it simply means that the malt in the beer is roasted longer or
roasted to a more darker color than most.
Small business
Small businesses and small businessmen are yet another reason to get into
microbrewed beer other than the taste. Local microbrew producers brew their beers in
small batches, so you'll be helping to keep the business afloat, rather than supporting
the large giants of the industry.
When you know that your money is going to help the little people, you'll normally
find the brew to go down much smoother. Small microbreweries need all the help
they can get to continue brewing, which is reason enough to support them. You'll get
a great beer for your money - and you'll be supporting those that actually need your
help.
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HISTORY
Many historians believe that the ancient Sumerians and Mesopotamians were brewing
as early back as 10,000 B.C. Even though this product would have been different from
the bottles varieties of today, it would have still been recognizable.
The ancient Egyptians and the Chinese brewed their beer, as did civilizations in
America, where they used corn instead of barley. Back then, thousands of years ago,
microbrews were very popular and on their way to what we now know and love
today.
In the middle ages, European monks were the guardians of literature and science, as
well as the art of making beer. They refined the process to perfection, and even
institutionalized the use of hops as both flavoring and a preservative.
It wasn't however, until Louis Pasteur came along that a final, important development
was determined.Until this time, brewers had to depend on the wild yet airborne yeast
for fermentation.
By establishing that yeast is actually a living organism, he opened the gates for
controlling the conversion of sugar into alcohol.
Grapes grow well in warmer climates, while barley grows better in cool climates. This
is how the northern areas of Germany and England first became famous for their
beers. Beer is almost as old as civilization itself. It is mentioned in Sumerian texts that
date back more than 5,000 years ago. Beginning in the 1950s, scientists debated the
notion that beer, not bread, was actually the start of the development for agriculture.
Almost every culture around the world has invented its own concotion of beer.
History says brewing was a home based operation, as part of the preparation in meals.
From South Africa to China, the production of beer grew in scale with the rise of
society, then later became primarily a function of the state.
The physical evidence of ancient brewing isn't easy to obtain. With most cultures,
home beer brewing required only the basic of ingredients, such as a fire, cooking
vessels, and some jars.
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None of these materials are unique to the brewing process. Jars that were found near a
kiln could have been used or storing barley or wheat for bread, while cooking pots
could have been used for heating liquids.
So far, archaeologists haven't been able to find a complete set of evidence. One of the
oldest breweries was found in southern Egypt and dates back to over 5,000 years ago.
At this site, teams found well heated vats that were encrusted on the inside with a
cereal based residue.
Another ancient brewery was discovered along the Nile in the middle of Egypt. The
site was located in what is thought to be the Sun Temple, where a king's wife was
buried.
Archaeologists found a complex set of rooms that had been used for cereal
processing. Ovens, grains, and larger jars indicate that the rooms were used as a
bakery or a brewery.
In a different area of the world, excavators found a brewery dating back to the times
of the Romans.On this site, there were preserved tables that date from A.D. 100, with
beer being specifically mentioned on several of the tablets.
The chemical evidence of beer would prove to be a site's purpose once and for all,
although that normally isn't easy. Alcohol is much too delicate to last for centuries, as
any cereal based residue found could have come from baking just as easily as from
brewing.
Throughout the course of time, there will always be evidence of beer being brewed
many centuries ago. Without actually finding physical evidence though, it can be
really hard to determine. If there were physical evidence, it would be really different
indeed.
Beer in America
Everything in America went dim until the dark day of 1920, when prohibition took
effect. A lot of breweries went out of business or switched their production to soda
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pop. Not everyone stopped drinking, but gangster related products weren't known for
high quality.
When Franklin D. Roosevelt became president, he quickly appealed the very
unpopular law. The new breeds of now famous beer came after World War 2 were
generally mass produced and very bland.
HYBRID BREWS
Cream ale/American lager/blonde ale This blend produces a mild, pale, light bodied
ale. This can be made using a warm fermentation (either top or bottom) and cold
lagering or also by blending top and bottom fermented beers.
The hop bitterness in the style is normally very low, with hip aroma often absent.
Sometimes they are referred to as cream ales, yet they are crisp and very refreshing.
American wheat ale/American wheat lager This type of beer can be made by using
either lager yeast or an ale. Brewed with 50 percent wheat, the hop rates are higher
and the carbonation is lower than German styles of wheat beers.
At low levels, a fruity estery aroma and flavor is normal, although clovelike
characteristics shouldn't be perceived. The color is normally golden to light amber,
with the body being light to medium in character.
Fruit beers
These types of beers are made by using fruit as an adjunct in the primary or secondary
fermentation. Fruit beers provide a very unique taste, and they can also be quite potent
if made in the right ways.
Vegetable beers
These beers use vegetables as an adjunct in primary or secondary fermentation,
helping to provide an obvious, yet harmonious quality. These beers shouldn't be
overpowered by hop character.
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Herb and spice beers
Herb and spice beers use either herbs or spices other than hops to create a very
distinct taste and character. The spices can be derived from roots, seeds, fruits,
vegetables, and flowers.
FRUIT BEERS HYBRID BREWS CONTD……
Hybrid microbrews offer you a break from the ordinary beers, providing unique tastes
and very distinct character. There are many types of hybrid microbrews available, all
you have to do is look around or experiment.
Adding fruit to beers will add a new and unique twist of complexity to the beverage.
A raspberry wheat for example, would add a tart flavor as peach would add the
smooth sweet taste that we all associate with peaches in your brew. If you plan to add
fruit to your brew, it's highly recommended that your fruit is fresh.
The longer fruit is allowed to ripen from the time it has been picked, the greater the
chance that airborne bacteria can infect your batch.
Although the fruit will most likely be boiled with the wort, the precaution above is
still highly recommended. Alternately, you may decide to use fruit puree, which will
offer homebrewers the chance to brew with fruit without having the fear of
contamination. Regardless of your style of brew, you can normally add fruit to it.
The process of adding fruit is simple. Crush, chop, or break up the fruit that you are
planning to use. Next, place the processed fruit into a sparging bag then let it steep in
the hot wort for five to ten minutes after the boiling has been finished.
When you are transfering your brew mixture to your primary fermenter, you may
choose to sparge your fruit with some added water to extract every last drop of
essence from the fruit.
Always keep in mind that when you add fruit, you are adding additional sugar to your
wort. This added sugar concentration will effect your original and final specific
gravity when you measure it with a hydrometer.
Some fruits that you use are actually easier to work with than others. Raspberries for
example, may leave seeds in your primary fermenter if they aren't properly filtered.
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The basic object to achieve a quality fruit beer is to capture the essence from the fruit
then remove all that remains before you start the primary fermentation.
Adding fruit to your microbrew will give your brew a unique taste. There are many
brews out there that take full advantage of fruit, many of which are extremely popular.
Fruit can bring a very refreshing taste, especially when it is brewed the right way.
For homebrewers all over the world, fruit is a nice addition to any microbrew. You
can use virtually any type of fruit you can think of, which is one of the reasons why
fruit brewing is so very popular. Just like wine, fruit can make any brew taste like a
tropical paradise.
LOW CAL BEER
People who are looking to lose weight look for a diet and cutting calories. These
calories are usually seen in junk food, snacks and alcohol. They are usually not
calories you want to keep. In fact, alcohol, wine and beer in particular contain plenty
of “empty calories”.
When they continue to consume these drinks, they end up gaining more weight.
Nowadays, beer companies and microbreweries are creating beers for those that have
become carb-conscious gurus. People of the low carb craze are starting to look for
every angle that they can find to microbrews and beers that contain fewer calories.
People normally don’t count carbs when they’re drinking beer, but they’re starting to
act as their own microbrew or beer carb counter. Since this trend has grown, a few
brewing companies have decided to market beer for people that are sticklers about
how many carbs the microbrew contains.
There are not a lot of low carb micrbrews around, but for people in that low carb craze
group, they feel like that the next best thing to drinking actual beer.
It’s been noted by those who have tasted the microbrew with less calories that it does
have some kind of taste to it. What’s more interesting about it is that this microbrew
with fewer calories has a dark color in the amber family.
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Looking at it as a dark color, one may have thought that it was going to be plain.
However, this particular microbrew contained plenty of hops and the taste was a fruity
flavor. If no one ever said anything, who would have known that it was a low carb
microbrew?
So, people don’t have to feel guilty anymore about drinking a brew that is less than
100 calories. They can consume it and feel good about not being concerned about
weight gain. Drinking this is a great way to watch your calories and carbs as well as
your weight.
However, it’s not necessary to drink this without any food. It’s a good idea to have
this with maybe a veggie burger or even a turkey burger. How about complimenting
it with a small salad? That would set off your calories just right.
Another low calorie beer to try is a foreign brand called Kalorienarme. These are
beers that don’t contain alcohol. This brew does not have any empty calories like the
regular beers and wines do. It also does not have a high amount of calories.
After reading this, there is no reason that anyone can’t find a drink that will not only
quench their thirst, but also provide them with a low carb, low calorie way to enjoy
that microbrew.
TECHNOLOGY
Technology in the art and science of brewing beer is advancing in our current age
more than it has in over 5000 years.
For instance, in 2006 Anheuser-Busch and Hussmann Corporation began making it
possible for beer drinkers to enjoy the coldest beer they've possibly ever tasted that,
furthermore, stays colder longer with a newly developed proprietary technology.
Called The Chill Chamber, it uses super-cooling technology to take the temperature of
beer in aluminum bottles as low as 22 F or 10 F colder than ice, but without freezing
it. The beer is colder than ever before available even when it is first delivered to an
establishment.
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Perhaps even more exciting to some connoisseurs are the advent of the beer-like
alcoholic beverages that have come to be grouped together under the name of "third
beer" due to the fact that they fall into neither the regular nor low-malt beer category.
While beer is made with malt, "third beers" use such alternatives as pea protein, soy
protein, or soy peptide. In addition to their low price, their major selling point is their
light, crisp taste favored by consumers in recent times.
We are in an age of enjoying the overall best beer ever brewed, and one reason for
that is due to, of all things, copper. Brewers employ a number of different means to
reduce the levels of H2S in their beer because, while harmless, H2S (hydrogen
sulfide) gives forth what is for many a subtle but off-putting odor, which some take
subconsciously to be an "off" flavor.
These techniques include the brewers' selection of yeast strains that produce low
levels of H2S, low fermentation temperatures, and longer aging periods with
minimum amounts of oxygen ingestation.
These methods may reduce the level of H2S, but they can also affect the final flavor
of the beer and negatively impact the final character of the beer.
Researchers have found that the most effective means to control H2S is by using
copper. Copper, exposed to the beer at the right amounts, combines with the H2S into
copper sulfide (CuS), which can then be easily removed from the final product.
Adding in more super science to mingle with the delicious stuff of beer, researchers at
EA Technology and the University of Manchester Institute of Science and
Technology have recently discovered that ultrasound pulses can be used to speed up
the removal of carbon dioxide from beer, meaning more of the magical liquid can be
delivered to a pub near you faster than ever before.
And this is just the tip of the beer-chilling ice. Cheers!
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DIFF BETWEEN CASK ALE AND KEG ALE
Over the years, keg beers have gotten a lot better. If a cask beer is in poor condition,
it's actually possible for a fresh keg beer to be much better tasting. Even though this
may sound absurd, it's very common for someone who's unfamilar with cask ale to not
be able to taste the difference between keg and cask beer.The warm temperature that
cask beer is famous for doesn't apply in the summer months all that often these days,
as temperature control units in pubs have beer run through coolers.
The fact is, some pubs will run cask ale lines through lager chillers in order to get the
beer below the maximum temperature required, so cask ale may very well end up just
as cold as a keg lager.
This isn't really a good thing, as ale requires a cool rather than very cold temperature
to bring out all of its flavors. In a well run pub however, the cask ale will be served at
the right temperature -cool but not too cold. The smell of cask ale is much fresher and
more wholesome than keg beer. Keep in mind, the aroma of cask ale doesn't have the
stored up impact of bottled type beers, as this beer has already been exposed to the air
for a couple of days - meaning there is no impact when you transfer it to your beer
glass.
Normally, the aroma wil be released into the air when it has been warmed up, which
will probably happen when you get near the bottom of the glass. The flavor of cask
ale is very similiar to the aroma in it, which is very fresh and delicate. Unlike other
bottled beers, the flavor of cask ale is even more noticeable than the aroma. At first,
the aroma is very slight, although the flavor more than makes up for it.
The intensity of the flavor will depend on the style of beer. The CO2 bubbles
themselves will have very little flavor, therefore a mass of bursting bubbles against
your tongue will prevent the actual beer from making contact.
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With cask ale, there is little to no carbonation, so more of the flavor will connect with
your taste buds. You should be able to note the fruity taste up front, with balance in
the middle and bitterness in the end. The flavor of a cask ale is much more noticed
than keg or even bottled beer.
Bottle conditioned beers will also have this type of flavor profile, although they'll
need to be prepared and conditioned well in advance, meaning that the bottle will
need to be opened and allowed to settle for a while. Cask ales offer the conditioning
being done fro you, so you won't need to do it.
The most important aspect of cask ale is how it feels in your mouth. It shouldn't be
fizzy. If it is, it's either a keg beer or a cask ale that's been put on too soon. There will
be a natural feel in the beer, a life that makes you want to drink it.
REVIEW OF LITERATURE
INTRODUCTION
Mumbai has always been famous for its night life. With the advent of night clubs,
discos, cafes and pubs socializing in Mumbai has not been same as before the
bombayite has a wide range of choice when it comes to going out of socializing .
The pub is the hottest destination for drinking the concept of a pub is English and
developed in the midle of the last century and prospered due to the English love for
beer. The pub was a form of public house which catered to or was an art of supplying
beer to the people out for a drink. The English like to unwind after a long days work
with a tall cool mug of suds. The concept behind a pub was to encourage social
drinking especially among office goers who would frequent it for a quick meal during
lunch hours or after a hard days work in the evening . Pubs in England form the
largest sector of catering industry.
In India the pub culture started in banglore in the 80’s and spread like wild fire
throughout the city. the first pub in Mumbai came into operation in mid 90’s called
‘the pub’ which was opened by the owner of Rasna a restaurant chamber. Since then
pubs have mushroomed all over Mumbai .
Pubs in Mumbai are of hybrid variety as the don’t necessarily serve only beer
there. Café Mondegar which serves only beers threatens the service of other types of
alcohol in a pub.
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DEFINITION
Pubs formally known as public houses cater to art of supplying food to people out for
a drink. The pubs originated in UK in the 1960’s. the basic concept behind a pub was
to engage people in a social drinking with side by side service of food in the form of
snacks or mini meals. The pubs were basically catering to the needs of the office
goers who drop in for a quick meal during lunch hours or for a few drinks after a hard
days work .
* A microbrewery, or craft brewery, is a modern brewery which produces a limited
amount of beer.
* The maximum amount of beer a brewery can produce and still be classed as a
microbrewery varies by region and by authority, though is usually around 15,000
barrels (18,000 hectolitres/ 475,000 US gallons) a year.
* Micro or craft breweries have adopted a different marketing strategy than large,
mass-market breweries, offering products that compete on the basis of quality and
diversity, instead of low price and advertising.
* In common-sense terms, a microbrewery is a small craft brewery which seeks the
support of informed beer consumers." / "A beer maker with limited capacity whose
products are typically distributed within a restricted geographic region.
* Craft Beer is an American term which is also common in Canada and New
Zealand and generally refers to beer that is brewed without adjuncts and with an eye
to beer style rather than mass appeal.
* Microbreweries sell to the public by one or more of the following methods: the
traditional three-tier system (brewer to wholesaler to retailer to consumer); the two-
tier system (brewer acting as wholesaler to retailer to consumer); and, directly to the
consumer through carry outs and/or on-site tap-room or restaurant sales.
* Growth of the craft beer industry was 12% by volume and 16% in dollars.
* The craft beer industry eclipsed 8 million barrels of craft beer produced in the
U.S.
* Companies that started the year in the microbrewery segment grew over 20% in
2007, showing great interest in local brewers.
* Craft beer sales share is 3.8% by volume and 5.9% by dollars.
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* A microbrewery in eastern Germany has found success with a new niche product.
* Microbreweries tend to have some exposures that apply specifically to them. For
example, the danger of a possible breakdown in machinery, specifically the grinding
mills, water tanks, brew kettles, conditioning tanks, serving tanks, taps and especially
boilers.
* The brewing process depends on specific ingredients to produce the desired type
of beer. Some of these include malted barley, hops, yeast, sugar, etc. Therefore,
microbreweries depend on many suppliers to make their beer.
Basic concept A microbrewery is a small brewery with a limited production capacity
which, of necessity, produces labour intensive hand-crafted beers . The term and trend
originated in the United Kingdom in the late 1970s to describe the new generation of
small breweries which focused on producing traditional cask ale.
* A brewpub/ Brauhaus is a pub or restaurant that brews beer on the premises.
Some brewpubs, such as those in Germany, have been brewing traditionally on the
premises for hundreds of years.
* Craft Beer is an American term which is also common in Canada and New
Zealand and generally refers to beer that is brewed using traditional methods, without
adjuncts such as rice or corn, and with an eye (or a tongue) to what's distinctive and
flavorful rather than mass appeal. Whereas the term microbrewery is a term for a
small scale brewery that produces a small volume of beer, craft brewery describes an
approach to brewing, which in principle may be carried out on any scale.
Microbreweries & Brewpubs in India
* Since 2005 the initiative towards setting up India’s first
microbrewery/Brewpub was seen in different states, but eventually the first
microbrewery came up in Pune, in 2007 named ‘Martin Judds Microbrewery’, and the
first Brewpub named ‘Howzzat’ in Gurgaon. At present there are almost 15 brewpubs
operational in India, and new projects are always on discussion in new cities like
Bangalore, Noida, Delhi, Kolkata, Pune, Mumbai, Chennai etc. However Haryana &
Maharashtra being the first two states to develop a functional excise and licensing
rules for Microbreweries/Brewpubs, other states are also catching up fast, however the
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excise since governed individually by different states the policy could however
change from city to city.
A Brief History of Beer
We’ll start this story after the last ice age, at a time when mans’ domain shrunk like
the ice bridges between what would become Asia, North America and Europe. No one
really knows how it happened, only that somewhere in the cradle of civilization some
bread or cake made of barley must have fallen into water, where it germinated,
providing the sugars necessary for conversion to alcohol, a process that was likely
helped out by the sun and whatever wild yeasts happened to be floating through the
air. How a person would have known to drink this gift of the gods remains a mystery,
but the process of brewing beer was born.
Early history saw the production of beer become the domain of woman, whose duty it
was to produce strong ales in order to keep her family alive during decades of plague,
famine and unsanitary drinking water. As large swaths of humanity were wiped out
from devastating disease in the Middle Ages, the religious orders picked up beer
making, which turned the practice into a communal activity complete with the very
first beer halls. Because it was profitable and in high demand, men became the
principal brewers in each community.
Naturally, when kings realized the profits available from the production of such a
simple recipe, they moved to control the grains used in brewing and fought ferocious
battles over production and distribution. The state breweries were born.
Beer found its way to the New World aboard the ships of early explorers. The crew of
the Mayflower abandoned plans to sail further south from Plymouth Rock after they
realized they were low on beer.
The crafting of fine ales in the New World enjoyed a bit of a renaissance in the early
years as few restrictions were placed on brewers.
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As the nation grew, Czech and German immigrants brought their Pilsner-style lagers
with them, and American breweries looking to sell beer beyond their small
communities adopted the new style for its storage and mass production qualities. The
American light lager was born, and names like Miller and Schlitz became known in
households across the country.
Then came the temperance movement, the aim of which was to shut down the
production and distribution of alcohol in order to curb sinful and criminal behaviors.
More breweries closed in the wake of this thinking than did when Prohibition was
ushered in fully. In the Great Depression and World War II and the years that
followed, the reintroduction of beer to American households took the form of light
lagers brewed with corn. This mass-production beer would travel well and store for
long periods of time with little cost. Miller, Coors and Budweiser ruled the roost.
Prohibition officially ended in 1933, though many restrictions still limit the craft
brewing industry to this day.
The tide turned in the 1970s as homebrew fever spread across the land. Men who had
tasted good foreign beers during tours of duty in Europe, Korea, Vietnam and in
military service around the world could not find those styles in their hometowns, and
so many took up home brewing. Some started small breweries and many ventures
failed until laws were changed and brewing as a business became easier in the mid-
80s.
Today, there are more than 1,390 regional craft breweries, microbreweries and
brewpubs in the United States, according to the American Brewer’s Association. And
the variety of styles available is nearly incomprehensible.
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Jumping into the World of Craft Beer
Recently I walked into a craft brewery in Stevensville, Montana, where a dozen men
at the bar sat decked out in the mottled browns and crusty grays of ranchers and
farmers. Grizzled men with facial features worn like the crags on the nearby Bitterroot
Mountains. I asked the bar tender why they were all drinking dark beer, unfamiliar as
I was with the sight of men of the land drinking anything but Coors or Bud Light.
The bartender gave me a knowing look and told me she’d trained them up on a light,
blond ale and moved them to an even amber and eventually to the brewery’s signature
Black IPA, perhaps the strongest of popular beer styles today.
“You only opened four-months-ago,” I said, incredulously.
She winked at me and smiled.
There has often been an unfortunate association between beer and low brow
masculine behavior; it is after all the go to beverage for guzzling through a funnel or
imbibing via a keg stand. But like fine wine, as one learns to appreciate the basics of
beer, the core ingredients and the role they play in flavor and experience, one is prone
to move up the taste scale and into a world of unimaginable flavors where it becomes
enjoyable to sip and savor rather than guzzle.
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Brewing equipment at the pub
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History of Beer in India
Modern beer brewing began for India in the early days of the British Empire — the
mid-1700s. The demand for beer in the hot climate of many parts of India by the
British administrators and the troops was so great that it led to the creation of a
completely new style of beer by George Hodgson in his London brewery — India
Pale Ale also known as IPA. IPA is strong, highly hopped ale designed to survive the
five month ocean voyage to India without spoiling. India Pale Ale was shipped with
every voyage for over a century and became very popular in Britain and North
America.
In the late 1820s Edward Dyer moved from England to set up the first brewery in
India at Kasauli (later incorporated as Dyer Breweries in 1855) in the Himalaya
Mountains, near Shimla, producing Asia's first beer called Lion. The brewery was
soon shifted to nearby Solan (close to the British summer capital Shimla), as there
was an abundant supply of fresh spring water there. The Kasauli brewery site was
converted to a distillery which Mohan Meakin Ltd. still operates. Dyer set up more
breweries at Shimla, Murree, Rawalpindi and Mandalay.
Another entrepreneur, H G Meakin, moved to India and bought the old Shimla and
Solan Breweries from Edward Dyer and added more at Ranikhet, Dalhousie,
Chakrata, Darjeeling and Kirkee. In 1937, when Burma was separated from India, the
company was restructured with its Indian assets as Dyer Meakin Breweries, a public
company on the London Stock Exchange. Following independence, in 1949 N.N.
Mohan took over management of the company and the name was changed to Mohan
Meakin Ltd. The company continues to produce beer across India to this day and Lion
is still available in northern India. Lion was changed from an IPA to a lager in the
1960s, when due to East European influence, most brewers in India switched from
brewing Ales to brewing lagers.
Today no brewer in India makes India Pale Ale. All Indian beers are either lagers (5
% alcohol — such as Australian lager) or strong lagers (8 % alcohol - such as the
popular MAX super strong beer). International Breweries Pvt. Ltd. have recently
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announced an intention to work with Mohan Meakin to produce and launch an India
Pale Ale called Indian IPA from India's first brewery at Solan. Kingfisher,
Haywards, Kalyani Black Label, Soumitree, Jaguar, Foster's, Castle Lager, Royal
Challenge, Max, Kings and Belo are popular Indian beer brands.
In various parts of north-eastern India, traditional rice beer is quite popular.
Several festivals feature this nutritious, quite intoxicating, drink as part of the
celebrations.
The rice is fermented in vats that are sometimes buried underground.
Elephants are known to attack villages, with the primary agenda of drinking from
these vats.
Following one such raid in north-eastern India, a police officer in Dumka was quoted
in the press as saying: "Tribals who love rice beer brew the liquor at home.
Elephants too are fond of this beer. Often it is found that, attracted by the strong
smell of the liquor, wild elephants tear down the tribal houses where the brew is
stored."
BEER FOOD PAIRING
For centuries, beer and food have been enjoyed together as part of the good life.
Being grain-based, beer can be considered a food. Beer’s broad range of flavors,
aromas and textures makes it a perfect match for nearly any kind of food, from
handmade sausages to the most luxurious gourmet dishes. Choosing beers and foods
that enhance one another requires paying attention to the gustatory qualities of each.
The Brewers Association, along with several beer and food experts, has suggestions
we believe will make your experiences more enjoyable and successfulFor centuries,
beer and food have been enjoyed together as part of the good life. Being grain-based,
beer can be considered a food. Beer’s broad range of flavors, aromas and textures
makes it a perfect match for nearly any kind of food, from handmade sausages to the
most luxurious gourmet dishes. Choosing beers and foods that enhance one another
requires paying attention to the gustatory qualities of each. The Brewers Association,
along with several beer and food experts, has suggestions we believe will make your
experiences more enjoyable and successful.
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For great beer and food pairings, a number of things should be considered according
to Randy Mosher, author of Tasting Beer: An Insiders Guide to the World’s Greatest
Drink.
* Craft Beer and Oysters match strength with strength. It is simply common sense
that delicate dishes work best with delicate beers.It is equally true that strongly-
flavored foods demand assertive beers. With beer, flavor intensity involves a variety
of qualities such as alcoholic strength, malt character, hop bitterness, sweetness,
richness and roastiness.
* Find harmonies. Combinations often work best when food and beverage share
some common flavor or aroma elements. The nutty flavor of an English-style brown
ale and a handmade cheddar cheese; the deep, roasted flavors of an imperial stout and
chocolate truffles; and the rich, caramel flavors of an Oktoberfest lager and roasted
pork are all examples of this.
* Consider sweetness, bitterness, carbonation, heat (spice) and richness. At first,
this may seem complicated, but it’s really quite straightforward. Specific
characteristics of food and beer interact with each other in predictable ways. Taking
advantage of these interactions ensures that the food and beer will balance each other,
creating a desire for a taste of the other.
* Look to classic cuisines. The cuisines of beer-drinking countries offer many
traditional beer and food combinations. Schnitzel with pale lager may be obvious, but
who would have thought to put stout together with oysters? Classic matches like this
can be found if you seek them out, and offer a great start to further exploration.
* Practice makes perfect. Not every pairing works as expected—this can be fun if
you learn to appreciate the unexpected. Build on the things that work and keep
seeking those magic combinations.
* Consider seasonality. The warm summer months favor light foods and beers
while heartier fare works best in winter. The beers and foods of a given season pair
naturally together and suit the mood as well.
* Contrast and complement. All beer and food combinations should involve both of
these principles. Some pairings will be more dependent on contrast, others on
complementary flavors. All should strive for some kind of balance
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OTHER ALES AND HYBRIDS
These beers include a variety of traditional styles. Most are lagers, although several
traditional German styles are top-fermented (i.e. ales). Many remain popular today.
As with many traditional styles, American craft brewers have created unique versions
of these classics and are worth seeking out.
Wheat Ales
Malted wheat, constitutes 40-60% of the grain used to make wheat beers. Malted
wheat adds a smooth, slight citrusy tang, and a dryness and creamy texture.
Hefeweizens are a classic type of wheat beer. Traditionally produced in Southern
Germany, these hazy, golden beers are brewed with a unique yeast strain to add fruity
bubblegum, banana, or clove aromas and flavors to this creamy-textured beer.
Weizenbocks are a stronger and sweeter version of the hefeweizen style and boast
inviting banana bread and toasted caramel flavors and aromas as well as above-
average alcoholic strength. Berliner weisse is Northern Germany's version of the
Bavarian hefeweizen. This beer is extremely light in color and alcohol and is well-
suited as a session beer for drinking over extended periods. It's crisp and tart, with
some creaminess from the wheat and often some sourness. American style wheat beer
is fermented with standard ale yeast and is crisp and refreshing with a soft creamy
texture.
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WINNING EXAMPLES
Bavarian Hefeweisse
This classic from Southern Germany features a unique yeast that adds fruity
bubblegum and banana notes along with characteristic clove aromas. No hop
character. Dark versions available.
Pale or amber, weissbier is almost always packaged with yeast (Hefe) in the bottle,
although yeast-free (Kristal) versions exist.
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ABV: 4.9-5.5
GLASS: Weissbier 'Vase'
* Flying Dog Brewery In-Heat Wheat
2008 Bronze GABF South German-Style Hefeweizen
* Dry Dock Brewing Co. U-Boat Hefeweizen
2009 Silver GABF South German-Style Hefeweizen
* Piece Brewery Top Heavy Hefeweizen
2009 Gold GABF South German-Style Hefeweizen
Weizenbock
Smooth and rich, with a spicy banana bread aroma and toasted caramel finish. No hop
character.
Strong deep-amber version of hefeweizen
ABV: 6.9-9.3
GLASS: Stemmed 'Pokal'
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* Gordon Biersch Brewery Gordon Biersch Weizenbock
2008 Gold GABF German-Style Wheat Ale
* Great Lakes Brewing Glockenspiel Weizenbock 2001 Silver GABF German-
Style
WHEAT ALE
Berliner Weisse
Very crisp and tart, with some creaminess from the wheat. Usually served with
flavored syrup added.
A light session beer once was once very popular in Berlin and still brewed there
today.
ABV: 2.8-3.4
GLASS: Classic Pilsner Flute
* Bethlehem Brew Works Berliner Weisse
2008 Bronze GABF German-Style Wheat Ale
* Southampton Publick House Berliner Weisse
2002 Gold GABF German-Style Wheat Ale
American Wheat Ale
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Crisp and refreshing with light to moderate hopping. Wheat adds a soft, creamy
texture. Fruit versions are also popular.
Originating in the Pacific Northwest, these hazy, wheat ales are fermented with
normal ale yeast.
ABV: 3.5-5.5
GLASS: American Shaker Pint
* Blind Tiger Brewery & Restaurant County Seat Wheat
2009 Gold GABF American-Style Wheat Beer
* Pyramid Brewery Pyramid Crystal Weizen
2008 Gold GABF American-Style Wheat Beer
* El Toro Brewing William Jones Wheat Beer
2008 Silver GABF American-Style Wheat Beer
* Barley Brown's Brew Pub Double Eagle Ale
2009 Silver GABF American-Style Wheat Beer
Rhine Valley Ales
This pair of crisp, everyday session beers attest to the diversity and ancient brewing
traditions of Northern Germany. They are fermented warm, then cold-conditioned,
instilling qualities of both ales and lagers. Kölsch is the traditional golden ale from
Cologne, Germany (Köln). It's a well-balanced beer with delicate, fruity aromas,
clean, soft maltiness and subtle hoppinness. Düsseldorfer Altbier translates to, "the
old beer from Düsseldorf," and is the oldest beer style still brewed in Germany. Alt is
a copper–colored beer with an assertive hop nose and just enough malt to provide
balance. It's fermented with ale yeast which contributes a subtle fruitiness.
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WINNING EXAMPLES
Kölsch
Kölsch is a well-balanced beer with a delicate, fruity aroma, clean, soft maltiness and
subtle hopping.
A highly drinkable golden-colored ale from the German city of Cologne (Köln)—
traditionally served in a cylindrical ‘stange’ glass, but a pilsner flute is a common
alternative
ABV: 4.8-5.3
GLASS: Classic Pilsner Flute or Kölsch Stange
* Sierra Nevada Brewing Co. Kolsch
2009 Gold GABF German Style Kolsch
* Stoudt Brewing Co. Stoudts Kolsch
2009 Bronze GABF German Style Kolsch
* Ram Restaurant & Brewery Clearwater Kolsch 2008 Silver GABF German Style
Kolsch
DusseldorferNEW
Düsseldorfer Altbier
A refreshing copper colored beer. May be more or less malty, but Alt is always
assertively hopped. The stronger seasonal version is called Sticke.
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A dark session ale from Düsseldorf. “Alt” means “old,” a reference to the antiquity of
top-fermenting beers in Germany. Traditionally served in a cylindrical ‘stange’, but
the pilsner flute is a common alternative.
ABV: 4.3-5.5
GLASS: Classic Pilsner Flute or Alt Stange
* Dry Dock Brewing Co. Bismarck Altbier
2009 Gold GABF German Style Altbier
* Gordon Biersch Brewery Gordon Biersch Alt Bier 2009 Bronze GABF German
Style Altbier
North American Hybrid Ales
Hybrid ales share lager and ale characteristics and include several beer style that were
popular a century ago as well as some new creations. Cream ales were originally a
blend of pale ale and lager and are popular in the eastern US. This light-colored, light-
bodied golden ale has a touch of sweetness and a kiss of hops. California Common
was known as "steam beer" until the term was trademarked by Anchor Brewing
Company, the last surviving maker of this once popular Old West style. It's fermented
with lager yeast at warm temperatures and has a rich, light caramel maltiness balanced
by hop bitterness with a hint of fruity aromas.
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WINNING EXAMPLES
Cream Ale
A very light bodied ale, usually with a touch of sweetness and a kiss of hops. Craft
versions offer a slightly more robust flavor than mainstream versions.
Originally a blend of stock (pale) ale and lager popular in the Eastern US, cream ale
usually offers more flavor than mass-market lagers.
ABV: 4.2-5.6
GLASS: Classic Pilsner Flute
* Lagunitas Brewing Sirius Ale
2006 Gold GABF American-Style Cream Ale or Lager
California Common Beer
A hybrid fermented with lager yeast, but at warmer ale temperatures. It has a rich,
lightly caramelly maltiness balanced by firm hopping. topped off with soft, fruity
aromas.
“Steam” is now the trademark of the Anchor Brewing Company, the last surviving
maker of the style that was once widespread in the West.
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ABV: 4.0-5.4
GLASS: Classic Pilsner Flute
* Anchor Steam Beer
1992 Gold GABF American-Style Cream Ale or Lager
* Steamworks Brewing Steam Engine Lager
2007 Gold American-Style Amber Ale
Why Craft Beer?
Beer is grain, water, yeast and hops. The grain is heated in water and the starches
converted to sugars. The resulting sugar water is eventually boiled to get rid of
contaminants. At or near the end of the boil, hops, the flowers of a certain vine, are
added to create a bitter balance to the sweetness leftover from the grains. This is then
cooled and yeast is pitched and shaken to create a fermentation whereby the yeast
digests the sugars and spits out alcohol. Each stage of this process creates different
flavors. Grains can give off grassy, roasted or sweet flavors, while hops create bitter,
floral and citrusy characteristics. Yeast provides earthy and bready flavors in some
beer varieties, and the resulting alcohol adds certain characteristics like heat to the
mixture.
Craft beer is many different things to many different people and most beer lovers have
a story of discovery to share.
Craft beer has been described variously as ten minutes of pleasure, pure happiness in
a glass, full flavored, authentic, archetypical, an intellectual beverage that is to be
savored not swilled and much, much more.
It is enjoyed for everyday celebrations and is viewed by many as one of the special
things in lives that makes the day taste and feel a little better.
It is also regarded as living liquid history.
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Each glass displays the creativity and passion of its maker and the complexity of its
ingredients.
Craft beer is treasured by millions of beer lovers who see it as not merely a fermented
beverage, but also something to be enjoyed in moderation (see Savor the Flavor),
shared and revered.
It is a versatile beverage, often enjoyed over a discussion of the important issues of
the day and sometimes used as an ingredient in cooking.
Beyond the classic beer styles exists a wide range of other creations. Some are based
on old obscure brews, but most are examples of American ingenuity. These beers go
beyond the range of familiar flavors and aromas venturing into unexplored territory.
Fruit beers are a style that can vary widely depending on the whim of the brewer.
Raspberries, cherries, apricots and blueberries are the most commonly-used fruits, and
many variations are possible.
Honey beers have honey added to the wort, which surprisingly, creates a dry, crisp
beer with honey aromas.
Pumpkin beer is a popular fall seasonal in which pumpkin is added to the mash. This
is one of the oldest American-style ales originating when colonists, lacking a reliable
source of malt, used whatever fermentables were available for brewing. Some
pumpkin flavor is present in most pumpkin ales, but most of the flavor comes from
pumpkin pie spices added late in the boil.
Chili beers are a more recent creation with a spiciness ranging from subtle to intense.
There are many ways to make chili beer, but all include adding peppers to the mash or
fermenter.
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Herb/Spiced beers include a whole cupboard of possibilities. Perhaps the most
popular are the spiced holiday beers, often loosely based on traditional English
wassail. They are typically strong and dark with complex spice cake notes.
Smoked beers continue an age-old tradition originating in the Franconia region of
Northern Bavaria. Most beer in the past had some smokiness, but with advances in
kilning technology, this passed by the wayside. Some American craft brewers have
embraced the tradition by using peat-smoked malt in porters and Scotch ales.
Barrel-aged beers are typically barleywines or strong stouts aged for a few months or
longer in oak barrels or used bourbon barrels. While aging, the beers pick up delicious
vanilla and toasted coconut aromas.
Hyper beers are ales that feature experimental yeasts that can survive in high alcohol
environments. These super yeasts produce extremely strong beers that can exceed
20% alcohol by volume. These beers share many characteristics with sherry or port.
Seasonal Beers are some of the gems of the brewing world. While some are brewed
annually, others are produced as one-time releases. These beers are often unique and
showcase a brewer's creativity and passion. Seasonal beers utilize seasonal ingredients
and highlight flavors in harmony with seasonal fare.
Spring Beers
Mai-Bock
Mai translates to May in English This German-style lager was purported to have been
consumed by monks when fasting! Malty and satisfying, but not too heavy, this is a
perfect beer to help ring in the Spring.
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Red Ale
This style is characterized by a light-to-medium caramel malt sweetness. American-
brewed versions often use the beer’s malty base to support aggressive hop aromas,
flavors and bitterness.
Irish Stout
Also known as a dry stout, this roasty, dark ale is perfect for cool, rainy spring days or
for celebrating your Irish heritage (even if you're not Irish the rest of the year).
Biere de Mars
A malty version of the Biere de Garde, Biere de Mars (March) is often partially
fermented with a wild yeast strain such as Brettanomyces. It is a spring beer for those
who love funky fermentations!
Wheat Beers
These refreshing beers are brewed with 30-60% wheat malt. There are many different
types of wheat beer, each with their own distinctive characteristics.
Summer Ales
Though not a defined style, these are seasonal beers brewed for enjoyment in the
warm weather months.
Saison
French for "season", Saison is a rewarding beer style to get to know. It is traditionally
a farmhouse ale from the French-speaking region of Belgium. Saisons are brewed in
the winter and served in the summer. With liberal hopping and some pleasant acidity
to balance the malt, saisons are fun to explore and are a great accompaniment with
many different foods.
Autumn Beers
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Oktoberfest
Originally referred to as Marzen, meaning March, these are brewed in the spring for
drinking in the fall. In Germany, they were fermented in caves in March and tapped at
summer's end. This amber lager style was first created in 1840. It is a malty beer with
good body and complexity averaging 5% alcohol by volume.
Pumpkin Beers
Pumpkin is a versatile brewing ingredient and pumpkin beers come in all styles,
flavors and strengths and can be ales or lagers. Enjoying your local brewer’s
interpretation is a fine way to usher in the chill of autumn. Harvest Ales – Featuring
local ingredients or ingredients of the season, fall harvest beers can be wet hopped
(undried hops are added straight from the field), or use freshly malted grain or have
other seasonal variations. These beers are usually above-average in alcohol and may
feature ingredients harvested annually in the fall.
Winter and Christmas Ales
Winter and Christmas Ales
These big-bodied, high alcohol beers beg to be enjoyed during the cold weather
months. In addition to malt, wheat, and other fermentables; winter ales are often
flavored with spices and herbs that we typically associate with holiday festivities.
What is 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.
* The basics of brewing beer are shared across national and cultural boundaries.
Beers are commonly categorized into two main types—the globally popular pale
lagers, and the regionally distinct ales, which can be further categorized in to different
further types.
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* 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.
Ales v/s Lagers
* Ales can be referred to as being “fruity, rounded, and complex,” and lagers
can be referred to as being “crisp, clean, and angular.”
* Ales ferment typically between 64 and 70 degrees F, and lagers ferment
typically between 52 and 58 F.
* Lagers need bottom fermenting yeasts in comparison to ales which need top
fermenting yeasts.
Types of Beer
* 1. AMERICAN LAGER
* Light/Standard/Premium
* Dark
* Classic American Pilsner
* 2. EUROPEAN PALE LAGER
* Bohemian Pilsner
* Northern German Pilsner
* Dortmunder Export
* Muenchner Helles
* 3. LIGHT ALE
* Blond Ale
* American Wheat
* Cream Ale
* 4. BITTER & ENGLISH PALE ALE
* Ordinary Bitter
* Special or Best Bitter
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* Strong Bitter/English Pale Ale
* 5. SCOTTISH ALES
* Light 60/-
* Heavy 70/-
* Export 80/-
* 6. AMERICAN PALE ALES
* American Pale Ale
* B. American Amber Ale
* California Common Beer
* 7. INDIA PALE ALE
* 8. KOELSCH & ALTBIER
* Koelsch-Style Ale
* Duesseldorf Altbier
* Northern German Altbier
* 9. GERMAN AMBER LAGER
* Oktoberfest/Maerzen
* Vienna Lager
* BROWN ALE
* Mild
* Northern English Brown Ale
* Southern English Brown Ale
* American Brown Ale
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* ENGLISH & SCOTTISH STRONG ALE
* Old Ale
* Strong Scotch Ale (Wee Heavy)
* BARLEYWINE & IMPERIAL STOUT
* English-style Barleywine
* American-style Barleywine
* Russian Imperial Stout
* EUROPEAN DARK LAGER
* Munich Dunkel
* Schwarzbier
* BOCK
* Traditional Bock
* Helles Bock/Maibock
* Doppelbock
* Eisbock
* 15. PORTER
* Robust Porter
* Brown Porter
* 16. STOUT
* Dry Stout
* Sweet Stout
* Oatmeal Stout
* Foreign Extra Stout
* 17. WHEAT BEER
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* Bavarian Weizen
* Bavarian Dunkelweizen
* Berliner Weisse
* Weizenbock
* 18. STRONG BELGIAN ALE
* Dubbel
* Tripel
* Belgian Strong Golden Ale
* Belgian Strong Dark Ale
* 19. BELGIAN & FRENCH ALE
* Belgian Pale Ale
* Witbier
* Biere de Garde
* Saison
* Belgian Specialty Ale
* 20. LAMBIC & BELGIAN SOUR ALE
* Straight Lambic-style Ale
* Gueuze-style Ale
* Fruit Lambic-style Ale
* Oud Bruin
* Flanders Red Ale
* 21. FRUIT BEER
* 22. SPICE/HERB/
* VEGETABLE BEER
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* 23. SMOKE-FLAVORED BEER
* Classic Rauchbier
* Other Smoked Beer
* 24. SPECIALTY, EXPERIMENTAL, HISTORICAL BEER
* 25. MEAD
* Traditional Mead
* Varietal Honey Traditional Mead
* Cyser
* Pyment
* Other Fruit Melomel
* Metheglin
* Braggot
* 26. CIDER
* Standard Cider and Perry
* New England-style Cider
* Specialty Cider and Perry
* (Ref: BJCP Style manual)
Difference between commercial beer and draught beer
* Draught beer denotes beer brewed and stored in the traditional way, maturing
naturally in the cask and served unpasteurised from the cask rather than from a bottle
or can. Lager, which comes from the German ‘lagern’ (to store), is beer which is
pasteurized and stored for longer periods in the casks and eventually bottled.
19. Difference in pricing of commercial beers as compared to draught beers
* Due to use of specialized equipments in microbreweries, the production
expenditures are higher as compared to bulk production in commercial beers.
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* Also the quality of raw materials like speciality malts, hops and yeasts which
need to be procured from western and European companies, the cost incurred is
higher.
* However, still due to nature of the beer (unpasteurized) and since no bottling
is required, with low taxing conditions levied by the state excise govt. the final cost is
less or almost equal to that of commercial beers, which is around 70% less than the
actual selling price.
Main considerations for setup of Brewpub/microbrewery in India
* Space requirement:
* General requirement of space is around 500-1000 sq.ft. depending upon the
capacity and the type of equipments.
* Capacity & Sale calculation:
* We provide specialized forecasting for the estimated sales generation
(location, sitting capacity, miscellaneous factors) & the number brews that can be
taken per week(8 hr/brew), depending on which the actual production capacity can be
calculated.
21.
* Exhaust:
* Due to the high temperature boiling of the wort (Green beer) ,there is high
rate of vapor released, which basically odorous in nature. During the brewing process
this may seem foul in nature and hence needs to be discharged from the plant. An
exhaust system is thus needed to suck out the vapours from the area into the
atmosphere. These fumes generally consist of low levels of sulphur (DMS) and hence
are not strong environmental pollutants with respect to small microbreweries, but it is
recommended that pollution control board, should be informed of the nature and type
of discharge, including the waste water disposed in the process.
* however there is an alternate method of constructing condensation traps that
specifically reduce or eliminate the vapours by cooling them down to liquid form so
that they can be passed through the waste water drainage system.
44
* Solid Waste Products (Spent Grain):
* After the mashing process is concluded, the left over grain devoid of most
essential brewing sugars is the only main solid waste product of brewing. This can be
disposed of as it is, or can be utilized as a rich source of proteins in cattle feed. Local
dairies can be contacted for regular supply of such feed supplements for a decent
amount (present Rs.2/kg), and can be taken as an additional income generation, due to
high volume of spent grain leftover per month (approx 1.5 Metric tons/month).
* Water requirement:
* Depending upon the capacity of the brewhouse, the water requirement varies
from 20hl-30hl (3hl-5hl system), out of which 60% of water should be of RO grade
(water filtered by reverse osmosis).
* Water is also required for the boiler (if heating option is steam), which
however dose not need to be of RO grade, but of minimum potable nature to prevent
scaling in boiler lines due to salt accumulation. This may result in clogging leading to
high safety issues in boiler.
* We should also test the quality of raw water in the facility to understand the
TDS value before and after the processing.
* Also we need to consider that in RO process, almost 3 times the water needed
is wasted due to the nature of process to generate the best quality of water, and the
water wasted can not be used in any other process of biological nature due to high
TDS and salt concentration. In case there is high iron is the raw water, a separate iron
filter should also be installed. So water requirement should accordingly be calculated
for raw and RO water.
* The principal areas of water usage are:
* 1. Mashing
* 2. Sparging in Lauter tun
* 3. Clean in Place (CIP)
45
* 4. Boiler
* 5. General Cleaning
* 6. Laboratory
* For specialized beer an auto-dozing pump for incorporating salt in water, can
also be used.
* Heating option:
* I. For boiler:
* (a) Electrical element
* (b) Natural Gas
* (c) Propane
* II. For Kettle:
* (a) Electrical element:
* 1. Internal calandria
* 2. External calandria
* (b) Steam from boiler
* Electrical Load & Consumption:
* Generally around 2KV electric load, and consumption should be approx
1000KWatt, for brewing days. The main equipments that need electrical input are:
* 1. Heating system- Electrical for boiler (kettle, if any)& hot liquor tank.
* 2. Transfer pumps
* 3. Solenoid and Pneumatic valves (if any for automation) with sensors (PT
100/RTD).
* 4. Central Console/panel for temperature and process evaluation & one PC.
* 5. Chilling & compressor unit for cold liquor tank.
* 6. Malt mill with flex auger (if any).
* 7. Agitator with racking arms in Mash tun & Kettle.
* 8. Wort Aeration pump.
46
40 Types of American craft beer
* Number of beer styles:
* For a brewpub with around 3 hl- 5 hl system, it is sufficient to have around 4-
6 varieties of beer on tap. These can be frequently changed according to customer
response and to have new styles in the menu, but it should not be frequent for the
popular styles.
* Also the number of storing tanks and the type of beer (Ale/Lager) based on its
processing time is an influencing factor. The ales take less time in processing than
lagers, and it should be noticed as which style is getting more accepted so that higher
production batches are dedicated for the same. This means the number of styles is
roughly proportional to the number of beer storage tanks (Bright Beer Tanks; BBT’s),
which also influences the space requirement issue.
47
* The basic beer styles chosen for a brewpub can be obtained from the list given
earlier, however herein a general style list is given as below:
* 1. India Pale Ale (IPA)
* 2. Stout (Imperial/Dry/Irish-Guinness style)
* 3. Wheat Beer
* 4. Porter
* 5. Pilsner
* 6. Bock
* 7. German lager
* 8. Cider
* 9. Barley wine
* 10. Scottish/ American/ English Ale
* Serial no 1-3 & 9-10 are ales, rest are lagers. Generally a ration of 70: 30 for
ales: lagers ,are chosen by most microbreweries, which can also be adjusted
accordingly.
* Cooling options:
* Two types of chilling option can be opted for in a brewpub.
* 1. Glycol jacketed tanks: glycol run coils are put around tanks that require a
chilling function or where temperature needs to be regulated (Fermentation
vessels/Unitanks, BBT’s). A specific chilling unit needs to be determined for the
degree of chilling needed and the capacity of beer that needs to chilled at its
maximum, generally it is around 3-5 Tr for 3-5 HL brewpubs.
* 2. Cold room- a room dedicated with zero to subzero chilling temperature
where the storage tanks are kept for lagering/conditioning or just store before being
dispensed can be made in the facility. However it involves getting some place blocked
and is not advisable in Indian brewpubs with space crunches and also to avoid an
48
additional costs for setting up a cold room. But in a cold room due to availability of
dedicated area with chilling temperature cask conditioned beers can be produced and
kegs can be kept of large quantity to be used in dispensing through kegerators, which
may store small quantities of different specialized beer varieties.
* The dispensing techniques however can be of different types in case of a cold room,
like:
* a) Air-cooled trunk line chilled dispensing
* b) Glycol chilled trunk line dispensing
* 1. double line (inflow and outflow)
* 2. single line (double chambered hose for inflow and outflow as well)
* c) Direct shaft dispensing- a shaft with faucet attached directly to the wall of
the cold room which leads to adjacent bar. The shaft on the other side is connected to
the BBT’s in the cold room.
* d) Kegerators-use pre filled kegs in chilled kegerators with overhead tower
for dispensing.
30.
* The main influencing factors in dispensing are :
* 1. The distance of the bar and the BBT-use of booster pumps and FOB( Foam
On Beer).
* 2. Pressure of beer in tanks (approx 1.5 psi).
* 3. Pressure of CO2 injected in to the tank through the carbonation (diffuser)
stone, should in equilibrium or slight more than the pressure inside tank, for foam
regulation.
* 4. used of only primary or secondary regulators as well for CO2 dispensed
beer and specific pressure adjustment should be mentioned for all the different styles.
* 5. Whether a gas mixer needed ( commonly used for kegged stout, in form of
N2 & CO2).
49
* 6. Arrangement of glycol lines in trunk line along with the number of beer
hoses.
* 7. Number of kegs in each kegerators, in case they are used for a dispensing
option that is far from the main dispensing point.
* 8. Type of kegs.
* Brewing Equipment Engineered type:
* Based on the style, type and number of brews needed according to capacity,
there are various brewing equipment engineering designs that one needs to select.
Like a normal large scale brewery, a brewpub has all the equipments only of a much
smaller scale. The basic ones are :
* 1. Mash tun/ Lauter tun combined with Hot liquor tank & Kettle- 2 vessel
brew house.
* 2. Mash tun/ Kettle & Lauter tun combined with whirpool- 2 vessel
brewhouse.
* 3. 4 vessel dedicated brew house.
* 4. Mash tun/ Lauter tun & Kettle/ Whirpool- 2 vessel brew house.
* A separate mash tun and Kettle allows the brew master to have more than one
brew per day at lesser time, thus more flexibility in operation is achieved.
* Milling requirements:
* A malt mill of adequate capacity is required, based on the following
influencing factors:
* 1. Kilograms milled per hour.
* 2. Adjustable rollers (approx roller gap size is below 2 mm), which
determines the coarseness of milled grain and subsequently the type of beer.
* 3. Magnetic separators for separating iron particles from the raw malt.
* 5. Flex auger for direct dispatch of milled grains directly to the mash tun
through conveyors.
50
* 6. A grist case , for holding more than one brew of a specific type of beer,
having more than one type of ingredient of malt or adjunct.
* Use of Adjuncts:
* In commercial breweries use of adjuncts (rice flakes, wheat, sugar, corn etc)
is encouraged to increase the fermentable sugar concentration for higher ABV%
(alcohol % volume by volume). However according to German brew laws
(Rheingebot law), only barley malt should be the only grist material to be used in
making any kind of beer. But this is not compulsory. The adjuncts can also contribute
to characteristic flavour but pure barley beer are adjudged to be the best class of
draught beers. Adjuncts are also used to replace amount of barley malt in beer, for
economical considerations.
* Waste water disposal:
* A huge quantity of water will be drained off each brew day for various CIP
and other cleaning practices along with the condensation trap discharge (if any) and
RO machine wastage. This needs to be channeled through underground drain lines,
with steel grids that can be easily cleaned. Proper authorization should be taken from
the pollution control board for such kind of discharges in normal sewerage lines or an
ETP (Effluent Treatment Plant) should be installed nearby to recycle the water. The
drain pipes should not be infested with insects and rodents and regularly kept clean to
prevent odours in the plant. Beer is an very sensitive product, so extreme caution is to
be taken for total sanitary protection, the most important principle for beer production.
* Degree of automation of the brewing system:
* A PLC SCADA control can be setup with the control panel along with
pneumatic valves attached to air-compressors which are specially programmed to
automate specific regions or total brewing process. This is a new development in
brewing industry with great returns in form of efficiency and reduction in manpower
requirement. The complex process of checking temperatures, manually operating
valves becomes difficult for a brewmaster to control alone, in that case automation
with specific programs set for different beer styles using the same equipment is
always a reprieve.
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* Other Choices in Equipments:
* 1. Wort aeration apparatus:
* (a) for hot side- Pure O2 cylinder
* (b) for cold side- Air compressor
* 2. Plate Heat Exchanger (PHE): based on the flow rate (in liters/Minute) of
wort into fermenter while getting aerated, which should be adequate.
* 3. Copper cladding of tanks: this is a decorative application on tanks , where
either copper bands or copper sheets (electroplated) are used over brew house tanks
etc for visual appeal.
* 4. Beer filter : there are two types of basic filters used to give final crystal clarity to
beer:
* a) Diatomaceous Earth filter: It uses the dead remains of sea algae as a filter
bed over sieve screens. Generally two coatings of different coarseness are put the
courser on top and less course on bottom, for giving double filtrations in process, and
also polishing the beer to give it the sparkling clear appearance. However every now
and then this coatings need to replaced, which a recurring cost. And the inventory of
these materials should also be maintained.
* b) Sheet filter: it uses several screens or filter sheets to pass the beer through
them, down a pressure gradient, or by a pump. In this case as well the filter sheets
should often be changed once they get clogged. The diameter of the sheets varies
according to the capacity of the filtration device, and can be placed in different
numbers as well ranging from 10-50 filter sheets.
* c) Candle filter: vertically arranged screens are placed through which the beer
passes as it sent for dispensing, so it is not that popular method for getting the basic
filtration.
* 5 . Flex Auger for malt mill & Grist Case: as discussed in earlier slides
* Malt room:
52
* A malt room should be in place close to the brewery for storing the malt to be
later used in subsequent brews for at least a week. This ranges from 1-2 Metric Tons,
including pilsner (base malt) to specialty malts. The room should have temperature
controller (Air-conditioned) and dehumidifier, to control the humidity. The malts are
kept in silos stacked over pallets. Generally malt silos from India come in 50 kg and
from Europe in 25 kg. Incase the malt mill is not in the plant, it can be placed in the
malt room where the malt can be milled and taken in air tight containers to the mash
tun manually or by flex auger directly or to the grist case for simultaneous brews.
However it is advised to have the malt mill just over the mash tun and connected by a
flex auger, to avoid degradation of malt by humidity and handling. The room should
be free from any kind of pests and rodents, and should be given sulfur fumigation on a
monthly basis. The room should be of minimum 70 sq. feet in dimension.
* Laboratory:
* A room ( with aseptic conditions) should be dedicated for laboratory analysis
of the beer and the raw materials. It should have a minimum of 80 sq. feet. The
following laboratory appliances are required for the best possible analysis of the beer:
* 1. Microscope
* 2. Hydrometers
* 3. Single chamber Laminar air flow (optional)
* 4. Incubator
* 5. Ebuliometer
* 6. Carbodosieur
* 7. Media
* 8. Glassware
* 9. Bunsen burner & LPG cylinder
* 10.Misclenious articles
* 11. Spectrophotometer (optional)
* New Beer R&D apparatus (optional)
*Magnetic shaker
* Refrigerator
53
* pH meter
* Reagents, chemicals and dyes.
* Haemocytometer
* Water sink
* Computer
* 20. Fire Extinguisher
* The room should be air-conditioned and should also have a provision of quick
exhaust of air inside. The room should have tiles up to minimum 5 feet height, with
concrete shelves at 3 feet height and reagent rack and specially demarcated regions for
main instruments with electrical points close by. The entry to this place is to be
restricted only for brewmaster, microbiologist/chemist. A separate storage refrigerator
also needs to be provided in the lab for the for hops and the other can be used for
yeast, with temperature controllers. Their should also be a constant potable water
supply in the lab, attached with an RO machine (portable), with decent flow rate.
* Excise, License, tax, duty & other legal requirements:
Up till now only we have 3-4 Indian states with complete excise policy, but
Maharashtra and Haryana were the first ones in this field. However quite a few states
will follow this trend by the end of this year. We are hoping to see the following states
with excise policies by next year where all ready new brewpubs are installed or are
going to come up, here is the complete list:
* 1. Maharashtra
* 2. Haryana
* 3. Punjab
* 4. Karnataka
* 5. Chennai
* 6. Delhi
* 7. Uttar pradesh
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* 8. Goa
* 9. West Bengal
* Excise policies deal with any kind of narcotics or intoxicants in alcohol/liquor
industry, for which they levy taxes on the production based on fixed set of standards
and guidelines. Generally this is done on per bulk liter for packaged beer in cartons
and for microbreweries where there is no packaging involved, this taxes are put over
the weekly or monthly production and also depends on the ABV, which is fixed for a
tax rate and goes up with increase in ABV, but generally ABV in beers in
microbreweries is not allowed over 8%.
* A microbrewery/brewpub license is issued by the state excise government, allowing
the company to start operations in its microbrewery for commercial use. The price for
this license was similar to the normal commercial large scale breweries which was
over Rs. 10 lacs/ year, however due to recent developments it has gone to as much as
Rs. 25,000/ year. But this figures may vary from state to state, because the excise
regulations are state regulated and not centralized. An average of Rs. I -2 lac/ year
should be taken in to account while planning the investment of the project.
* A separate bar license need to be applied for the pub in premises, and needs to
be applied separately so that it follows state regulations. For details read the latest
version of Excise rules handbook of the particular state of concern.
* Also for importing fabrication equipments from a different state in India
involves some excise over the stainless steel used. And in case the equipments are
imported from china, or some European countries, a custom duty will be levied upon
the goods from 10-30% of the total purchase, depending on the nature of equipments,
the shipment location and their use. In case for imported raw materials an excise also
need to be paid for them along with customs duty for the nature of materials (used in
production of alcohol).
* Other licenses required for the setup :
* 1. Commercial Electricity line
55
* 2. Commercial water line- Municipality/ under ground boar water
* 3. Land registration/ Lease sanction
* 4. Company registration
* 5. Waste water disposal certificate from pollution control board
* 6. Fabricated equipment quality certificate from third party inspection (loyds,
SGS, etc.)
* 7. Water quality testing certificate from quality control labs (SGS, etc.)
* 8. QC certificate of finished beer from govt. approved QC labs, done
randomly.
* Human resource and man power requirements:
* Generally 4 kinds of manpower are required in a brewpub operation. They are:
* 1. Brewmaster: he should be well qualified (preferably with brewers
certificate from IBD) with prior experience in brewing different styles of beer. He
should be from a food technological/ microbiological background in terms of
academics. He should be well versed in beer tasting and should understand basic
engineering of all equipments for troubleshooting. He should be flexible to brew beer
in any kind of certified brewing equipment provided and be able to brew all types of
beer in menu. He should be able to do plan and forecast brew days based on
systematic planning. He should understand all kinds of dispensing needs and must be
able to teach the bar waiters all the intricacies of dispensing the different kinds of
beer. He should be able to train all the other manpower directly or indirectly related to
brewing operations.
* 2. Assistant brewmaster/Microbiologist: He should also be from a Food tech/
Microbiology background, with some aptitude towards alcohol technology. He can be
fresher, and so can be trained by the brewmaster to take care of brewing in future after
56
a minimum training period of 3 months. He should be able to handle all kinds of
microbiological analysis and will handle all Quality control tests for beer.
* 3. Bar Manager: Should be a Hotel management/ hospitality sector pass out,
preferably with some management diploma/MBA and experience in hospitality sector.
Should be able to handle bar operations, waiters and dispensing independently once
trained by brewmaster. Should be able to help the brewmaster forecast beer
consumption patterns for all different kinds of beers and alert the operations staff in
prior before any particular variety of beer is about to finish in the tanks, and hence
should be in charge of the storage tanks as well. Should be able to handle all kind of
customer queries and be able to give tours of the brewing operation. He should design
all necessary kinds of marketing and promotion that is needed. He should act as a
bridge between the production and the dispensing and customers, working as an
interface.
* 4. Waiters: will be taught dispensing under the supervision of the brewmaster.
Should be able to converse well in local languages, Hindi and English, preferably
hotel management graduates.
* Source and nature of raw materials procured:
* 1. Malt: Malt are basically of 3 types-
* a) 2 row barley malt- low in sugars, high in enzymes, low extraction
efficiency, but less costly. Available readily in India. High filtration required
(Lautering).
* b) 6 row barley malt: high in sugar extraction & yield. Mostly found in
European, American and Oceanic countries, so needs to be imported and hence costly.
Low level of lautering required.
* Both these malt varieties are considered to be the base malts or pilsner malts
used as in higher proportion than other special flavour/ character inducing specialty
malts. Around 70% of the total malt used is in form of base malts.
* c) Specialty Malts: malts generally of 6 row variety which are specially
processed (e.g. Roasting, etc) to give a special character to the specific type of beer
(colour, flavour, mouth feel etc.). Makes up about max 20-30% of total malts required
in as the grist( main mash in mixture, may contain adjuncts also).
* 2 . Hops- they are generally of two types based on their function:
57
* a) Bitter hops
* b) Aroma hops
* Hops are female cones of trees which have special flavour/aroma inducing
characters. They are mostly grown outside india, and can be imported to India in
following forms:
* I. Dry Pelletized form
* II. Extract solution form
* III. Pine cones
* IV. Hop oil
* However due the difficulty in storage, cones are not used frequently. Any
liquid extract though efficient are difficult to handle so are also avoided. Mostly hops
pellets are used more commonly by commercial as well as brewpubs in India. They
are imported as polythene lined bags since they degrade rapidly in presence of
moisture, high temperature or air.
* 3. Yeast: generally 2 types of yeasts re required for beer production:
* a) Top fermenting yeast- Sacchaomyces cerevisiae - for Ales
* b) Bottom fermenting yeast- Saccharomyces uvarum - for Lagers
* Fermentation temperature varies for ales and lagers, higher being for ales than
lagers to be specific, and so does the time, i.e. it takes more time to produce lagers
than ales. Both kind of beer specific genetically isolated beneficial strains of yeasts
are to imported from USA, and need to stored in bulk quantities in refrigerated
conditions. Yeasts are obtained in following forms when imported:
* I. Liquid culture
* II. Solid Dry culture (in cake form)
* Yeasts can be harvested and reused after every subsequent brew batch or new
yeast can be used, depending on viability of the cells in the culture used should
always be more than 70%, which is to be checked regularly by the microbiologist
using the haemocytometer, based on which the pitching amount is determined.
58
* 4. Brewing Auxiliaries: Due to lack of brewing enzymes in mash in some cases, and
other such deficiencies in the mash additional brew supplements are added. Some of
them are stated as below:
* a) Whirlflock- this is a supplement added during whirpooling operation, for
increasing the yeast nutrients in wort to accentuate the fermentation which follows
thereafter.
* b) Brewing Enzymes: additional enzymes like Amylase (alpha/beta) etc may
be added to increase extract yield of fermentable sugars from the malt, for higher
alcohol production during fermentation.
* c) Zinc sulphate: Zinc is a cofactor for fermentation biochemical changes
which facilitates efficient conversion of sugars to alcohol and CO2. This may be
added to the wort during whirpooling.
* d) Irish Moss: this helps in protein coagulation for clarifying beer, and hence
is added during boiling in kettle.
* e) Antifoam: to reduce excess foaming, this is added in adequate quantities
after hop addition in the kettle.
* f) Calcium carbonate: can be added to the mash to increase carbonate ions
which facilitates in better acid rest during mashing.
* g) Auto-dozing of salts in brew water: For specialty beer, brew water should
at times be supplemented with some salts, for which an auto-dozing pump is required
to specify the quantity of salts to be added.
59
Variety of craft beer
* Architecture, Floor planning & interiors:
Based on the capacity and the placement of equipments the floor plan should be
determined at the earliest, including the basic influencing factors:
* a) Equipment placement & positioning.
* b) Easy & efficient usability of equipments during brewing.
* c) Electrical panels close to equipments.
* d) Water proofed flooring and skirting
* e) Adequate exhaust options
* f) Chilling unit should not be far off from the BBT’s or cold room.
* g) proper underground drainage system with steel grills for ease in cleaning.
* h) Number of tanks should be specified before floor plan is to start.
* i) Capacity of brewery should be based on sitting capacity as well other than
customer availability, location and frequency.
* j) Provision to continue brewing even in bar times without disturbance,
* k) Type of skid to be used for the brew house.
* l) Position/Location of Malt room or malt mill flex auger should be
determined.
* m) Lab should be close by.
* n) Separate storage space for brew equipments and auxiliaries.
* o) Spent grain and other solid disposal space to be demarcated.
* p) in case cold room, space should be clearly be marked and the chiller
capacity of the marked space & height should be verified with the supplier of the
chiller along with other specifications.
* q) Whether false roofing is required or not.
* r) The bar should not be located to close proximity of any school, college,
temple or hospital to a minimum of 100 mtrs based on the bar licensing regulations of
the state.
60
* s) The exit point of gases and waste water should follow the state pollution
control regulations for commercial purpose.
* t) Decoration or any type of ornamental applications should not be toxic in
nature, or should not encroach upon the brewing process.
* u) The entry and exit points and height of the room should be ample enough
for placement of equipments during commissioning.
* v) Fire extinguishers should be installed and entry/exit points should follow
the commercial state fire dept. regulations.
* w) Water storage tanks ( raw/RO) should be close.
* x) The water inlets should be as many as the tanks and the utilities.
* y) The dispensing trunk line (total length) should be shown in the floor
diagrams along with the bar position including the size of it.
* z) Mention position of kegerators, if used.
* Unlike commercial beer, marketing for brewpubs follows an all together different
approach. According to Govt. regulations for media broadcast and advertisement, any
kind of advertisement that shows any liquor or drinking hard beverages is prohibited
neither in visual, print nor in audio media. Commercial beer companies have thus
come up with innovative marketing strategies, like :
* 1. Promoting brand sales in bars and special launches for new brands.
* 2. using the same brand name to launch new items in the market like glasses,
CD, mineral water etc.
* 3. Sponsoring special events and occasions with brand name but different
moral approach like safe driving, don’t drink and drive etc.
* However, this involves a chain of products and a strong brand marketing line,
which is not possible for a brewpub. But in case of commercial beers which is mostly
of one type i.e. lagers, the brew pubs have an edge.
* Positive aspects of brewpub marketing are:
* 1. Wide range of styles in beer
* 2. Fresh beer served
* 3. Frequently changed beer menus
61
* 4. On site brewing visible to customers
* 5. Special brewing tours
* 6. Special Beer tasting sessions
* 7. Conceptualized themes and ambience of brewpubs
* 8. Special events
* 9. Special food offerings cooked with beer.
* 10.Special offers, happy hours etc. on daily basis. * One
should be careful to mention these launch and promotional events as event based and
not for the product. Such marketing strategies should be in place at least 3 months
before the prescribed launch date. Following are the main promotion marketing
sources:
* I. Newspaper advertisement
* II. Leaflets or brochures
* III. Banners
* IV. Sponsorships in local events
* V. Emblem promotion through merchandise
* VI. Internet Ads, Website
* VII. Event announcement and offers in radio
* Advertisement and marketing is liberal for on site, which can depict product
and offers in detail.
Conceptualized themed brewpubs
* Various themed brewpubs have all ready come up in India and many such are
functional around the world. ‘Howzzat’ being he first cricket theme based brewpub in
India. Themed brewpubs allways add an added advantage for sales and marketing
including the existing on site brewing concept. Various other basic themes are given
as follows which are specially popular for brewpubs.
* Rugged old school machine themed brewpubs
* New age Urban themed neon brewpubs
62
* Wooden Irish themed brewpubs
* Munich Styled Brewpubs
Freshly brewed on the tap
Location Importance
* Brewpubs are located mostly in city centre or tourist spots where large section
of people are regularly available or in places of commercial importance. Great styles
of beer, combined with ambience, special theme bars and on site brewing, boosts sales
and India which is everyday opening up to new global cultures is sure to be hit.
62. Brewpub kitchen
* A kitchen should in place of the brewpub for special snacks to go along with
the beers. It may or may not be beer specific. Several Indian, Chinese, continental etc
cuisines can be selected for this purpose, under the supervision of a qualified chef.
Some examples are shown here:
* 1. Dry snacks/Readymade
* 2. Traditional local delicacies
* 3. Small tidbits of Indian/Continental origin
* 4. Special cooked meals with beer in lunch/dinner.
63
* A gas bank should be in place with separate exhausting options and drainage.
Should be secluded from the brewpub.
* I think I have provided a basic outlook in brewpub microbrewery establishment in
general for India.
Though it looks to be an uphill task, but with special brewing consultants, equipment
suppliers, architecture, legal consultants and in house man power the job get to be
much more efficient and fast.
In coming years all this process are going to get easier and more people will come
forward for this business option.
Owning a beer factory with retail sales and to catch the customer reaction first hand
with high end profits in which one can recover the total investment as early as 1-2
years (excluding the location price), will surely allure many investors in future and
with growth of talented manpower the we wish brewpubs a huge ‘THUMBS UP!’
The beer entrepreneurs
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So, is India about to see the rise of new beer connoisseurs? One group that’s putting
their money on this is the new beer enthusiasts turned entrepreneurs. For instance,
take power equipment manufacturer and beer lover Nikhil Kumar, who started
Nilarya and was the first to import 10 Belgian beers and a Dutch pilsner in Bangalore
in 2007.
Last year, Ankur Jain followed suit with Cerana Imports in Delhi. Jain discovered
craft beer while frequenting the Brooklyn Brewery in Manhattan. Back in India in
2006 though, he found only lager. “While I was away, the wine market had grown and
you could find 20-30 labels in a restaurant. But in beer, there was a big lacunae,” he
says.
Last September, Jain launched 20 beers from Belgium, Germany, Holland and France
in Delhi. He has now introduced some in Mumbai and Bangalore. “I want to bring a
diversity of beer styles,” he says.
There are others crafting their own beers. Like Suketu Talekar, Prateek Chaturvedi
and brewmaster Oliver Schauf. Talekar and Chaturvedi, in fact, quit Proctor &
Gamble, Singapore, four years ago to set up a brew pub in India.
The three set up BrewCrafts Microbrewing. It was a struggle and it took two years to
get a brew pub licence, and then another two years to raise funds. Now, they’ll open
their brew pub, The First Brewhouse, in Pune’s Corinthian Hotel & Spa this summer.
“For all three of us, the real kick is to make beer that’s world-changing,” says Talekar.
Meanwhile, Gurgaon’s Gal-axy Hotel opened India’s first brew pub, Howzzat,
brewing three fresh lagers in-house in December. “The response is fabulous,” says
Vivek Sharma, general manager, Galaxy Hotel.
And in Bangalore, two more US-returned techies, Narayan Manepally and Paul
Chowdhary, who set up Beerworks four years ago, are about to launch their Geist
beers. They’re awaiting a microbrewery licence.
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“We want to introduce international hand-crafted premium beer that’s designed for
the Indian palate,” says Dinesh D’Sa, sales and marketing manager, Beerworks.
The multinationals too are pushing the best beers in their line-up — including
speciality brands. A-B-InBev took the lead when it launched its famed lager Stella
Artois, iconic wheat beer Hoegaarden, Belgian ale Leffe, and German lager Beck’s
last year. The company has now introduced Hoegaarden and Stella as draught in
Delhi, Mumbai and Goa.
Earlier, Diageo introduced its famed Irish stout Guinness and Irish cream ale,
Kilkenney. Both are available in restaurants and Johnnie Walker Select stores in
Delhi, Mumbai and Bangalore.
Diageo and A-B-InBev’s beers are mass-produced but wheat beers, stouts and ales are
still new styles for Indians. Others are eager to enter too. Take Janet Witheridge,
deputy director, brewing, British Beer & Pub Association, who’s scouting for
importers for seven British breweries.
“British beer will never be a mass product but we’d like to get into top hotels and
specialised retail frequented by the affluent middle-class,” she says. Already, Dhall
Foods & Beverages has launched premium ale Fuller’s London Pride in Delhi and
Gurgaon.
So which beer styles are available in India? Take a look:
Wheat beers
Europe-brewed beers from Geist, like the Strong Blond, cater specifically to the
Indian palate
These light and refreshing beers, brewed with a mix of malted wheat and barley, are a
big hit.
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It all began with A-B-InBev’s Hoegaarden with its sweet, sour and spicy flavour and
hint of orange zest and coriander. With a low alcohol content of 4.8 per cent, this light
beer is the ideal summer cooler. “Hoegaarden and Stella have been a runaway
success. The ITC paired the Hoegaarden with kebabs and it was a big hit,” says
Mukherji.
Hoegaarden is currently available in retail outlets (like Spencer’s and Big Bazaar) and
restaurants in the National Capital Region (NCR), Mumbai, Bangalore, Goa, Pune and
Chandigarh. It retails for Rs 120 in Delhi and Rs 150 in Mumbai.
Meanwhile, Jain has introduced the classic German wheat beers, Schneider Weisse
and Schneider Aventinus. The light Schneider Weisse, with 5.4 per cent alcohol, is
mildly sweet with notes of spicy fruitiness. Schneider Aventinus is a darker, more
potent beer. In Delhi 330ml bottles sell for around Rs 250.
Howzzat too has brewed a wheat lager. And Geist has a Whistling Wheat. Beerworks
plans to launch its Geist beers in Bangalore within a month and in Delhi, Mumbai and
Chennai by September.
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Craft Beer Labels around the world
Trappist beers
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Would you like to sip a Chimay or would you prefer the classic Rochefort No 10?
Well, these and other famed Trappist ales are now available in India.
These are so called because they’re produced in a Trappist abbey under the monks
living there. Only seven breweries in the world — six are in Belgium — carry the
official Trappist seal.
They’re top-fermenting and fairly strong ales. Nilarya first imported these here.
There’s the Orval, a dry ale with a thick head or foam and a long bitter finish.
Or there’s the Chimay. Nilarya has imported the Chimay White Label, Red Label and
Blue Label. Says Steve Marangon, export manager, Bieres de Chimay: “I think there’s
real potential here. But people have to be educated about strong beers like ours.”
Nilarya has got other Trappist ales like Achel Brune and Achel Blonde too. “These
Belgian ales are a refreshing change. It’s good to see tastes evolve in such a strong
lager market,” says Nilarya’s Vinod.
Cerana has also launched Trappist beers like the famed Rochefort No 6, No 8 and No
10, and La Trappe from the only Trappist brewery outside Belgium in the
Netherlands.
You can opt from a lighter Rochefort No 6, with its aroma of dark fruit and hops. Or
you can go for the powerhouse Rochefort No 10. “These are sipping beers because
they’re high in alcoholic content,” says Jain. They’re retail for Rs 300 in Delhi.
Ales and more
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Other ales are available too. Nilarya has got the St Bernardus Triple and St-Feuillien
Triple from Belgium. And Cerana has imported the lighter and crisper farmhouse ales
like the popular Saison Dupont and Moinette Biologique, an organic beer bottled like
champagne, from Brasserie Dupont in Belgium, and Jenlain Blonde from France.
Cerana has also got nouveau beers from some of Belgium’s younger, cutting-edge
breweries. “These beers are clean and crisp so they’re an easier transition from
lagers,” says Jain. There’s the Zinne Bir and Guldenberg, and a beer brewed from
cherries, Kriek De Ranke, too.
Meanwhile, Dhall Foods put Fuller’s London Pride in retail outlets in Gurgaon and
the Shangri-La Hotel last year. It has even got Fuller’s Vintage Ale and Fuller’s
Brewer’s Reserve in some hotels.
“The speciality beer segment is growing with the refinement of the Indian palate,”
says Vikram Dhall, director, Dhall Foods & Beverages.
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Fresh off the tap
How about sampling a brewmaster’s skills first-hand itself? Well, you can do just that
at brew pubs like Howzzat and Rockman Beer Garden in Gurgaon.
Howzzat brews three lagers: Premium, Wheat and Dark, all priced at Rs 145 for a
500ml mug. “We’ve brewed lagers to suit the local palate. This is fresh beer that’s not
pasteurised,” says Sharma.
Earlier, the country’s first microbrewery in Pune, Martin Judds Microbrewery,
introduced two lagers under its Knights brand.
Geist too has got its beers brewed in Europe to recipes created for the Indian palate
and will launch six beers. There’s the Geist Blonde, Strong Blonde, Whistling Wheat
and Dark. Plus it has two fruit beers, Agrumbocq (orange-flavoured) and Applebocq
(apple-flavoured).
And at the upcoming First Brewhouse in Pune, Talekar plans to brew a staple lager
and four other beers. “We believe that we can take the lager and still make it
interesting,” he says.
Craft beers are big globally with breweries creating hundreds of new beers. But now
they’re making an entrée into India too.
It could be said that beer was the downfall of the hunter gatherer, the man of the
woods, mountains and streams, the man with spear in hand whose need for meat was
matched only by his need for shelter. After all, it was likely the propagation and
harvest of the materials required to make beer that caused the famous bipedal
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wanderer to settle in one location. Or, you can think of it like this: Beer changed the
world.
Whatever your view of history, that fermented juice of water, barley, hops and yeast
certainly played a big role in it.
Whether consumed from a tall can, a frosty mug or a pint glass, gulped by sailors or
sipped at baseball games, men and beer have a long history together. Let’s start with
that history and then move into how modern man can more fully enjoy this ancient
brew.
There are internationally famous hand-crafted beers made in small batches to century-
old recipes and local brewers concocting new beers.
You can enjoy a refreshing wheat beer or sip on a strong Trappist ale.
You can drink a bottle-fermented beer or take a swig at a microbrewery.
“The speciality beer market has mushroomed over the last two years,” says Vikram
Achanta, CEO, Tulleeho.
Cheers to fresh beer MIDDAY Newspaper
By: Urvashi Seth Date: 2010-07-09 Place: Mumbai
Excise dept gets US-based firm's proposal to set up first-of-its-kind craft beer outlet in
south Mumbai
Given the rising demand for beer, the state excise department has received a proposal
to set up the first outlet to sell craft beer in the city.
Craft beer is freshly brewed without use of preservatives and has alcohol content
which is lesser than in canned beer containers.
As per the proposal submitted by a US-based firm, the craft beer unit will come up in
south Mumbai. The company plans to import all raw material from Japan.
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The concept is fashioned on the lines of western countries where beer is brewed on
the spot and served fresh.
"The department is keen to grant permission to this first-of-its-kind unit in the city.
The proposal is awaiting a nod from top officials," said a senior excise official on
condition of anonymity.
"Though the state has already permitted setting up of small brewing units across the
state, it has not got any response for the same," the officer added.
"Considering the growth of the beer industry, companies are showing interest to set up
such breweries in the state," said the officer.
The revenue collected from beer during 2009-10 is nearly Rs 700 crore about Rs 300
crore more than the collection of the previous fiscal.
BPO executive Manish Kotwani is looking forward to the new experience.
"It'll be great to see beer made in front of you. Having the fresh brew will be great,"
said Kotwani.
"Hope such craft beer outlets are started everywhere, like you find beer bars." A pub
owner from Malad, Ronnie D'souza, has a slightly different view.
"The concept seems interesting, but what matters is taste. If craft beer tastes the same,
it will be of no use," said D'souza, a beer drinker.
"Youngsters may be thrilled but not seasoned drinkers used to the taste of the regular
beer."
12 lakh; the quantity of beer in liters that Mumbaikars consume per month
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CHAPTER TWO: RESEARCH DESIGN
RESEARCH DESIGN
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Aims and Objectives
To introduce a concept of fresh beer to the market.
To setup of a unique PoS for the product
To determine the potential demand for craft beer
To determine the constraints for supply of beer in Mumbai
To identify the parameters for the supply of beer within Mumbai
To explore the possibility of opportunities to expand for market for
beer in Mumbai.
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To add value to a product such as craft beer and the fresh beer market
which is to date a relatively undeveloped sector which shows
substantial potential for growth.
To benefit the development of the industry which includes producers
retailers the entrepreneurs and the food service establishment and the
consumers as a whole.
To provide Mumbai public information about beer styles beer and the
art and science of brewing
Methods of data collection
A base that is data or primary information is of utmost importance for
proceeding for making any research project. Required information can be
gathered through 3 different methods-
Observation method
Survey method and
Experimental method
For our research project we will be implementing the first and second method,
though our main focus of collecting the information will be through the second
method for gathering the required information.
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Observation and Survey Method:
As mentioned, along with the observation technique of data collection
we would be also using the survey method of data collection to, this would
help us to collection or gather the required information which would not be
able to through the previous method.
The survey method of data collection would help us to ask all the
information we would require for the research through questionnaires we
would prepare for the respondents. They would fill in their views of the
particular question from the multiple choice and we would thus evaluate on its
basis.
Structured &unstructured Survey:
The answers or the information which we will get from these questionnaires
will be the answer to our research.
Personal Interview:
We would also be conducting a personal interview with the barman
and the brewpub manager. As the brewpub is busy at particular times we need
to call up and fix an appointment with the brewpub manager for the interview
and so will be done for the guest.
Sample design and size:
To collect the data and information for our research through the above
methods we would narrow down and divide the samples into two groups,
which would help us to ask different types of questions to each group
according to whether they are service provider or receiver.
Western suburbs of Mumbai
South Mumbai
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Navi Mumbai
Simple random sample :
The concept of introducing craft and fresh beer in Indian market is
new, hence we are using simple random sample for our survey.
College students:100
Clientele:20
Patrons:100
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CHAPTER THREE: DATA ANALYSIS AND INTEPRETATION
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QUESTIONNAIRE FOR PUB OWNER
1. Do you have a Brewing or Engineering Consultant with whom you are
working with at this point in time?
□ Yes
□ No
TABLE 1
Yes No Total
Managers 2 3 5
We conclude that only 2 places out of 5 are utilizing a consultant when it
comes to beer production. As such hiring a consultant is necessary for high
standards in service of special brews and knowledge of production is
crucial.one of the reasons why the companies fail to hire a consultant is
because it is a very costly affair and the brewing is entirely upto the
consultants satisfaction.
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2. Do you have sitting arrangement in your pub?
□ Yes
□ No
TABLE 2
yes no total
Managers 5 0 5
Every bar that we visited had a seating arrangement of sorts i.e. there were high chairs
pouffes, lazy boys and sofas, stools as part of the seating arrangement.the arrangement
was very casual but also functional and aesthetically arranged so it did not seem
overtly garish or informal
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If yes, Number of covers
On an average the covers in the pubs ranged from 85-100 out of which a majority wre
placed along side tables for service of food and beer.with bar stools at the service
counter in front of the barand along the sides of the walls with spacing and areas for
dance games and karaoke.
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3. What are your operational timings?
The general answer that we received was between 11am to 12am which
is eleven in the morning to midnight twelve o clock. These are broadly
classified as the working hours give or take 2 hours before and after the
shift for winding and opening. Peak hours were after 7:30pm to 12 am
and for lunch from 12pm to 3pm.
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4. Is financing available for the project?
TABLE 3
Yes No Total
Managers 3 2 5
On speaking with the Managers from Around Navi Mumbai it has come to our
knowledge there are pockets of people who would like to invest in the setup of the
pub mainly beer lovers and businessmen . The Govt is also known to offer a loan
towards setting up of a brewpub.
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5. How many employees do you require to run this establishment?
Total employees.
The average no of employees required for the overall operations is 27 employees as
per the size of the pub, shift timing and clientele. It is essential that trained staff is
hired for opening and closing shifts as the person requires knowledge of operating the
machinery in the pub.
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6. Do you have any kind of entertainment in your pub?
TABLE 4
Cards Dart Cue
Sports
Bowling Dance
Floor
Live
Band
Total
Managers 1 1 1 3
Sources for entertainment usually is in live music accompanied with a dance floor for
people to dance and usually a game of card with local beer pong competitions held as
fun filled activities for the patrons. As such a pub relies heavily o the ambience and
the setting for the gtuests to enjoy a relaxed time as he sips his cold beer.
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7. What types of beer do you serve?
TABLE 5
Heineken 5
Budweiser 5
Corona 0
Amstel 4
Other 4
On an average a vast array of beers are served on the tap as draught beer with the selection
including Heineken, Budweiser, Amstel and Amstel light. Others like Fosters and Jackies old
pale ale are also quite popular. These necessarily are served on a tap.
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Questionnaire for Brewpub owner
1. What is the projected annual capacity of the brewery?
On an average the annual capacity of production of beer in a brewpub is 200000 litres
out of which 600 litres can be produce on a daily basis. It is up to the discresion of
the head/chief brewer and the owner/proprietor to decide how much will be the
projected capacity of production on a day to day basis.
Further more if for example the brewer obtains a liquor distribution license then he
has a capacity to send casks or kegs of freshly brewed beer to:
1. Beer shops
2. Bars
3. Lounges
4. Resto bars
5. Discotheques
6. Wine shops,etc
Thus the brew pub owner is capable of producing ,selling and the distribution
of craft beer to the masses.
In accordance with the central and state exercise department, it is clearly stated
that the maximum possible projected annual capacity or production of freshly
brewed craft beer cannot exceed 200000 litres annually. Hence the maximum
production cannot exceed 600 litres every day.
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VP Chinchalkar, superintendent of the state excise department said that this was
the first microbrewery than in Maharashtra, which had been given a license to
produce and sell not more 200,000 litres of beer annually. The license fee per
annum is Rs 25,000 plus Rs 20 excise duty per litre
2. Do you visualize a future expansion?
On visiting the brewpub the answer we got was a yes. Hence we proceeded to ask as
to what was the scope for expansion for such specific products and the expected
annual growth for the company and expansion policies.
Brewcraft Microbrewing, a Pune-based company, floated three years ago by two IIM alumni,
is all set to serve beer from the tap at an elite club in the city.
In their first joint venture with Corinthian Club in Pune, they have set up the brewery in the
backyard of the club. They will start serving the beer on tap to the “discerning audience” by
the end of this month.
The company plans to start six more such facilities – called microbreweries -- within two
years – in cities such as Mumbai, Bangalore, Chennai, New Delhi, Hyderabad and Goa. The
company will officially sell the beer under the brandname ‘Doolally’.
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If so, what expected annual capacity?
In accordance with the central and state exercise department, it is clearly stated
that the maximum possible projected annual capacity or production of freshly
brewed craft beer cannot exceed 200000 litres annually. Hence the maximum
production cannot exceed 600 litres every day. Therefore the expected
consumption cannot be greater than the prescribed production volumes unless
new laws are made effective. The whole purpose of the brewery is the
optimisation of quality and not quantity because it is aimed at beer connesieurs
and patrons for which quality is of the utmost importance.
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3.Will there be peak periods when extra production will have to planned?
Taking into account the state excerise rule any extra production that has to be
done will take place after a forecast for the same has been done taken into
account the previous year business and a target for the same month in the
previous year.
After extensive calculation and forecasting we have come to a conclusion that
the average production under normal operating circumstances will not exceed
300-450 litres a day.
Take for example during the summer months march, april and may the
production is at is peak value of 500-600 litres a day
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4. Type(s) of product(s) to be brewed? if several please indicate % of each.
1. apple cider
Himachal apples are used in concentration to make apple cider(sparkling wine). It is
fruity and smooth with highly concentrated (good carbonation and medium sweet)
bubbles
2. kolsch
fine german style of beer strong flavour of aromatics
3. premium lager.
rich heady foam 1”-1.5” thick creamy with smoky flavour of peats mellowed
by harshness provided by the hops.
4. wheatie
made purely from wheat instead of barley which inherently is less smother
than premium lager.
5. Dunkelweissen
another famous german style made using dark wheat whose speciality is which
is converted into roast malt.
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5. Do you brew with?
Preference is given to malt over extract as the sugar content is marginally lower in
extract also malt provides additional sugar and flavour to the finish product.
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6. Do you use:
The head brewer insist on usage of hop pellets instead of natural hops or hop
extract as it is more cost effective and is commercially viable. Natural hops are
very expensive and hard to obtain since its only grown in favourable
condition.During filtration the natural hops cannot b completely removed so
the end product lives a bad after taste and is a little harsh on the palate due to
the hops present in the liquid.
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7. Do you follow normal accepted technology for fermentation and conditioning as
follows?
Lager: fermentation - 7 days; Conditioning -21 days?
□ Yes
□ No
Ale: Fermentation - 3-5 days; Conditioning-5-7 days?
□ Yes
□ No
All general practices that must b observed during the stages of beer production
that is;
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1 ferrmentation: ale and lager
2 malting
3 mashing
4 conditioning
8. Do you favour?
Open Top Style Fermentation?
□ Yes
□ No
Closed, Non-Pressure Fermentation?
□ Yes
□ No
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Combination Fermentation-Conditioning (UNI)?
□ Yes
□ No
Since it provides from avoiding discoloration and loss of taste and flavour
9. If good used components are available, would you be interested in purchasing these
as part of the overall brewery?
□ Yes
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□ No
Used component that are available in the market overall of good quality and
have a long life if properly maintained, hence are a good investment.
10. How do you serve/package the finished product(s)
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□ Kegs
□ Bottles
□ Serving tanks
under the accordance from the state excise department a license for a brewpub can
only be obtained if a beer is served directly to the customer from servingtanks on the
tap and hence there is no other way of serving such a product.
Questionnaire for patrons
1. Do you drink beer?
Table 6
yes No Total
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Patrons 63 37 100
Diagram 1
Patrons Yes
No
We conclude that out of the sample size only 63 people drink
beer and 37 do not drink beer. Thus further findings related to
the brewpub activities will be taken from the valid 63 people
from the sample and further research is done taking these
factors into account.This sample was radomly selected from the
populace bearing affinity for alcohol.
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2. What type of beer do you frequently consume?
Fresh 18
Ale 4
Lager 41
Any Other 0
Out of the 63 people from the sample 41 prefer lager, 18 prefer
fresh beer,4 prefer ale in a desending order of comsumption. This
result shows that the people prefer that beer which is locally
available in the vicinity and easy access also there is a lack of
knowledge of beer types available in the market
0
5
10
15
20
25
30
35
40
45
Fresh
Ale
Lager
Any Other
Fresh
Ale
Lager
Any Other
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3. Which international beer do you prefer?
Heineken 17
Carslberg 34
Corona 8
Guinness 4
Amstel Light 0
102
0
5
10
15
20
25
30
35
Heineken
Carslberg
Corona
Guinness
Amstel Light
HeinekenCarslbergCoronaGuinnessAmstel Light
Diagram 2
The patrons of beer prefer carlsberg over other varieties of beer
considering heineken has the next highest preference in terms of
pint as compared to carlsberg while corona and guiness have few
takers hence the clear fav is carlsberg
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2. Are you aware about brewpub?
Table 7
Yes No Total
Patrons 31 69 100
The general response from the people is negative as they have not seen heard or read
of a brewpub and its services while only 31 people actually know what a pub is and
are aware of the services offered
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3. Have u visited a brewpub?
Table 8
Yes No Total
patrons 19 81 100
Out of the sample only 19 people have visited a brewpub while 81
people have not visited a brewpub. Since the concept is fairly new
it takes time for the average indian consumer to adapt to the
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concept and develop a liking for it. Hence its difficult to guage the
market value of such a project.
4. How frequently do you visit the brewpub?
Daily 0
Once In A Week 0
Once In A Month 8
Occasionally 11
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Table 9
Since only a few have visited the brew pub it was essential that we know the
frequency of these visits. A visit to a pub is not a routine but a novelty in which
people indulge in occasionally as 8 people visit the pub once a month and h11 visit it
occasionly ie. Fortnightly or on a weekly basis. Since we do not have an extensive
aspect eating out a visit to a pub is the result of social gatherings or parties.
5. How often do you like to drink beer?
Table 10
Often 20
Very Often 43
Not At All 37
Diagram 3
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0
5
10
15
20
25
30
35
40
45
Often
Very Often
Not at all
OftenVery OftenNot at all
The demographic of people coming to the brewpub is basically between the
years 19- 25 and has the capacity of buying cheaper alcohol as it consists of
students It professionals call center employees college goers and youth in
general due to which there is a high demand in beer comsumption wherin
people comsume beer twice or thrice a week or quiet often like everyday.
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6. How much do you like to spend on drinking beer?
Table 11
Rs. 300 37
Rs. 500 15
Rs. 650 4
Rs.650 and more 7
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Diagram 4
Sales Rs. 300
Rs. 500
Rs. 650
Rs. 650 and above
the amount being spent on an average for a pint of beer is about Rs 300 to 500.
CHAPTER FOUR: SUMMARY AND CONCLUSION
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We have summarised and concluded the research by stating seven simple philosophies
which formed the core of our research and our essentials to our success and
profitability of our venture .Thus the seven philosophies are represented below:
1. The brewpub philosophy.
2. Educating the staff on the brewpub philosophy.
3. The importance of appearances.
4. Educating the staff on beer.
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5. Educating the customer on beer.
6. The importance of making unique products.
7. The customer's brewpub experience.
1. THE BREWPUB PHILOSOPHY
Every business should have a philosophy as part of its business plan. As a brewpub,
you must know what your purpose is, both as a brewery and as a restaurant. After all,
a brewpub is a split personality business that must show a unified face to the public.
You want the customer to become excited and educated by what he encounters, not
confused or disappointed.
Steelhead's brewpub philosophy is TO PROVIDE EVERY CUSTOMER WITH AN
OPTIMUM BREWPUB EXPERIENCE.
2. EDUCATING THE STAFF ON THE BREWPUB PHILOSOPHY
The staff must understand the brewpub philosophy as an underlying bottom line.
Excellence must be the determining factor.
Get the staff excited about where they work. This isn't just any restaurant, it's a
brewpub. And this isn't just any brewpub, this is Steelhead, where quality of the beer
is No.1. The beer and food must be excellent and up to Steelhead standards, therefore
the service had better match it.
Having excellent beer, food & service is the goal of every restaurant, therefore the
brewpub must go one step beyond to succeed. The customer must have a unique and
memorable brewpub experience while they are there. Every staff member the
customer encounters must be knowledgeable about the beer. Plus, if the customer is
interested in learning more about beer and brewpubs, any staff member must be able
to point the customer in the proper direction. Get the customer involved.
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3. THE IMPORTANCE OF APPEARANCES
As a brewer, brewing behind a large piece of glass separating the brewery from the
restaurant & bar, I am in the entertainment business. Yes, brewpubs are like
Disneyland for beer drinkers. The staff working in the brewpub needs to recognize
that fact. People come to Steelhead because they can see the brewery from any seat in
the pub. If they come in during the day, say, for lunch, then they can watch the
brewers at work.
What visual image do we want to present to these customers? Is the brewery clean,
well-lighted and modern looking? Do the brewers look like professionals, working in
a sanitary place? Never mind the fact that I'm small and female. I still look like a
professional in my little Willy Wonka whites and black rubber boots. All our brewers
wear a white zipped jump suit and are easily identified as brewers. All brewpub
employees, whatever their position, must appear professional.
4. EDUCATING THE STAFF ON BEER
There are three human levels of beer information that are available to educate the
customer. These levels are determined by the depth of beer knowledge the employee
has.
The First Level of Information:
Every employee who comes in contact with the public at Steelhead will become part
of the first tier of information.
In order to accomplish this goal at Steelhead, these front line, front of the house staff
members are given a three-page Beer Information Sheet to study. Then they take a 14-
question Beer Quiz and must answer at least 10 questions, or 70% correctly.
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In this information sheet they learn how we make beer, beer styles, the microbrewing
industry, and also commonly asked questions, such as, the difference between a
brewpub and a microbrewery, and the difference between beer and ale. The server
then becomes the first level of information for the customers' questions.
Before our two new brewpubs were opened, the brewmasters we hired held "Beer
School" for the new employees. All employees got a tour, a flavor class with all the
beers we would be opening with, a question & answer period with the brewmaster,
and of course, the Beer Information Sheet and Quiz.
Employees who show further interest in learning about beer are directed to the
Employee Beer Training Manual which we created. This gives a very broad
background on beer, beer styles, ingredients, processes, and flavor training.
Employees wanting to learn to homebrew are encouraged to. They are directed to the
local homebrew store, and we give them free advice and raw materials.
The more our employees know about beer, the more our customers will benefit.
The Second Level of Information:
In addition to the Beer Quiz, all managers and bartenders must assist the brewer in the
brewhouse for one day. Other employees may brew one day if they request it. They
get to climb inside the fermenter, haul out the spent grain, everything.
Besides fostering a great respect for what the brewer does, these staff members
become the second level of information for the customers' questions. They are the
next best source of information if the brewers are not on site. They also have learned
hands-on what everything in the brewery is for, and they can give tours when the
brewers are not available, or give "window tours" by pointing through the brewery
window.
The Third Level of Information:
The brewers are the third and last tier of information for the customer. Since they are
easily identified in their white jump suits, customers often approach the brewers as
they eat lunch at the bar, or walk through the dining room. It is important for the
customers to be able to interact with the brewers because it helps them to "claim"
Steelhead as their favorite place and Steelhead's beers as their favorite brands.
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Although we strive for consistency in our products, the sophisticated customers love
to discuss the merits of this batch versus the previous one, or tell the brewer what
specials they'd like to see brewed again. Some customers get quite attached to certain
beers, you'd almost think they owned those beers. It is important for the customer to
feel he or she is involved in the process, and it is part of what makes the brewpub
experience special.
Additional Information:
In addition to the three human tiers of information, we have literature available which
describes our brewing process and the answers to the most commonly asked
questions. This is most helpful for shy or new customers.
If the customers want more information beyond this, depending on their questions,
they are directed to either our local West Coast consumer microbrewery newspaper,
the Celebrator Beer News, the local homebrew supply shop, or are given the phone
number of the Institute for Brewing Studies in Boulder, Colorado.
5. EDUCATING THE CUSTOMER ON BEER
The customer's first access to beer education at Steelhead is the menu, and flavor-
filled descriptions of all our beers are listed on the menus. In addition, there are
colorful drawings of the brewing process, showing all the tanks, and the process flow
from one tank to the next.
First-time customers are encouraged to order a Sampler Set, which includes a 5 oz.
sample of each of our beers, served on a 4 x 14 inch piece of paper listing each beers'
descriptions. These are actually very popular with the customers, and they often ask to
take a Sampler Sheet or a menu home as a souvenir.
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In addition, it is important to continue customer beer education off site. Tomorrow's
customers may include someone who never heard of brewpubs today. Our brewers
attend local beer festivals, and are encouraged to speak in front of local service
organizations such as the Rotary or Kiwanis Clubs.
6. THE IMPORTANCE OF MAKING UNIQUE PRODUCTS
Another way to give the customer a more complete brewpub experience that is
uniquely you, is to give them more products they can't get anywhere else. Don't just
fill an underused niche, create a new one! Create demand for a product that doesn't
even exist yet. Many Pacific Northwest microbrewers' current best sellers were not
brewed five years ago. For example, when we opened in January of 1991, we were the
first brewery in the Pacific Northwest to feature an India Pale Ale as a regular beer on
tap all the time. Now several Northwest breweries feature IPA as a year round
product.
At Steelhead, in addition to a minimum of five of our own beers on tap, our brewpubs
also sell homemade rootbeer which the brewers make in kegs in the brewery. It's a
unique recipe developed from several soda extracts, sugar, and water, so it's easy to
make, and tastes like no one else's rootbeer.
To connect the brewery to the restaurant, we make the menu unique to Steelhead. We
use Spent Grains in both the homemade bread, and in the pizza crusts. Many dishes
can be made with beer, so encourage your chefs to experiment. The more your menu
reflects your beers, the more the customers' experiences will be unique to your
brewpub. This should also make your brewpub more shockproof in case of brewpub
competition.
For example, when Steelhead opened in 1991, we were the second brewpub in
Eugene, a town with a population of 120,000 people. Now there are four within
walking distance of each other, and a new 300 seat brewpub and music hall is slated
to open next Spring. In addition, the town across the river now has its own brewpub.
The competition has not dampened Steelhead's success, if anything, it has made more
potential customers aware of brewpubs. Once they discover brewpubs, often a beer
drinker will choose a brewpub specifically over a tavern, bar or restaurant. Hopefully
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their experience there was good. Then when they realize there are several brewpubs in
the area, and then visit Steelhead, we make sure they have a great experience. Your
brewpub is unique. A customer often cannot get your beer anywhere else in the world.
7. THE CUSTOMER'S BREWPUB EXPERIENCE
The bottom line is the customer's experience at the brewpub. Did it fulfill or exceed
their expectations? After all, a brewpub is like Candyland for beer drinkers. Was the
staff courteous and knowledgeable? If they were so inclined, was the customer able to
learn anything about beer, brewpubs, and the microbrewing industry? And the
clincher, are they anxious to tell their friends about their visit, and bring their out-of-
town relatives in for lunch4 P’s Product
$5 Tasting fee for 10 2oz beer tastes
Priced based on market value (wine and beer tasting competitors)
6-packs average $7-$18 to purchase
Our 6-pack prices will be slightly higher than liquor and grocery stores but will have a
greater variety and quality to offer
Raw materials costs have increased
Energy costs and aluminum have prompted brewers to raise prices and sales have
fallen by 8% in 2007.
4 P’s Price
Currently 4-6 possible locations available
Smaller businesses average $1-3.50/sq foot
The average rent available downtown is:
3440 S. Higuera Ste. 130; 1718 sq feet; $3200/mo
570 Higuera Ste. 120; 1040 sq feet; $1872/mo
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570 Higuera Suite 110; 1963 sq feet; $3435/mo
1357 Monterey; 2265 sq feet; $2831/mo
Rents in downtown SLO has been experiencing upward pressure; by next year rent
may be $4 per square foot compared to an average of 2$ due to construction to make
buildings earthquake safe.
City of San Luis Obispo Economic Development. http://www.ci.san-luis-
obispo.ca.us/economicdevelopment/retailspace.asp
4 P’s Place
Website with our extensive variety
Membership Opportunities with special discounts and exclusive information
Weekly specials and showcases
Group discounts
Variety Pack Sampler $10 for 20 tastes
Ex: Sierra Nevada Brewery has sample platter of 18 2oz cups for $11
A lot of our advertising will also come from microbreweries advertising their own
products.
4 P’s Promotion Sierra Nevada Brewery, Chico, Ca
SMART
Specific : Open business, maintain steady growth, promote microbrews, obtain
customer base, create appropriate environment
Measurable : Successful opening and partnering with breweries, customer loyalty
program to keep track of customer base
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Attainable : Steady growth may be difficult in the current state of the economy, will
need more experience in industry to accomplish goals of partnerships
Realistic : It will be expensive to start up
Timely : Once we get the finances it should be approximately one year before the
business could be up and running
SWOT Analysis: Strengths
Standard bars do not accommodate small microbrews but we do.
Location gives us the opportunity to attract seasoned wine tasters curious about brews
Advertising done by microbreweries help promote our business with little cost to us
Can understand and reach to target market because similar to ourselves
Not as expensive as wine tasting with risk of wasting opened bottles
Unique idea gives us instant appeal
SWOT Analysis: Weaknesses
No experience and limited knowledge of the industry.
On-hand inventory requires substantial storage.
No customer loyalty or well known company name to appeal to customers.
Economies of scale
Purchasing power of our consumer segment is relatively low.
One-time-experience?
SWOT Analysis: Opportunities
New niche
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No actual competitors in SLO county, wine tasting and bars attract different
customers
Large college population between the ages of 21-26 (many beer drinkers)
Availability of many local breweries to partner with
Cheaper alternative to wine tasting
Growing population and downtown expansion in SLO
Internet expansion opportunities
Downtown real estate available
SWOT Analysis: Threats
Large established bars = competition
Have to get permission from community
High start up costs
Downtown real estate is expensive.
The economy is in recession
Beer is a luxury good.
Reliant on suppliers.?
Gender Target
Male 70%
Female 39%
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Our target market drinks several times a week significantly more than the rest of the
population. Target Non-target (N=146) (N=254) Several Times a Week 56.2% 45.3%
Once a Week 22.6% 24.8% Several Times a Month 5.8% 8.5% Once a Month 5.5%
11% Never 0% 0.4%
FREQUENCY OF DRINKING ALCOHOL
TIMES Target
Several times a week 56%
Once a week 22%
Several times a month 5%
Once in a month
Never
7%
10%
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AGE RANGE OF CLIENTELE
Target
21-35 73%
26-30 15%
31-35 5%
35 and above 7%
The main age range of the people surveyed are between the ages of 21-25. There are
slightly more people in the targe group between 26-30
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THOSE WHO DRINK BEER WHEN THEY DRINK ALCOHOL
All the time 42%
Most of the time 33%
Some time 18%
Rarely 6%
Never 1%
The Target rates draft and bottled beer and a wider selection of microbrews
significantly more important than the non-target, otherwise both groups have similar
preferences.
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Expected amenities
Target
Draft and bottled beer 81%
Snacks 64%
Large selection microbrews 44%
Tv screens 49%
Waiter/waitress service 36%
Pool table 32%
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Live entertainment
Full food menu
Large wine list
Videogames
26%
23%
13%
2%
CONCLUSION
In conclusion, a brewpub is a brewery, restaurant, bar and kitchen, whose staff must
work together as a unified whole for the business to be successful. A brewpub also
breaks the tied-house laws by manufacturing, wholesaling, and retailing its own beer,
all at the same site. It does this through special state licensing. A brewpub is a
microbrewery that sells most of its beer on site, in a restaurant or pub which is
required to sell food. And, a brewpub is always a restaurant first, and a brewery
second.
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LIMITATIONS AND RECOMMENDATIONS:
Limitation
Competition from established beers, may start providing their own beer
tasting in addition to the other services they have (wouldn’t be difficult for
them to do)
First mover advantage isn’t strong
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Recommendations
Aggressive marketing strategy is required establish the brand.
Establishment of a brew pub culture
Beer and food paring
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