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Drinkability of Beer

Drinkability of Beer. A Two-Edged Sword Michael J. Lewis University of California Davis Extension. Drinkability: the Holy Grail of the brewers’ art. Anticipation. Reality. Drinkability is also about the last impression not just the first one. Drinkability: Traditional properties:.

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Drinkability of Beer

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  1. Drinkability of Beer A Two-Edged Sword Michael J. Lewis University of California Davis Extension.

  2. Drinkability: the Holy Grail of the brewers’ art

  3. Anticipation

  4. Reality

  5. Drinkability is also about the last impression not just the first one

  6. Drinkability: Traditional properties: Not satiating but more-ish Crisp not heavy Tasty but not fatiguing Elegant not rough Satisfying but another’s OK The volume beer The session beer The sociable beer

  7. Drinkability: Traditional properties Not satiating but more-ish Crisp not heavy Tasty but not fatiguing Elegant not rough Satisfying but another’s OK Consumer driven The volume beer The session beer The sociable beer The binge beer? A potential dilemma.

  8. A 5% ABV beer, highly drinkable, advertised as cheap

  9. Drinkability: Craft-brewing style: Liked or preferred beer. Different, unusual or challenging. Distinctive, inventive. Rare or even unique. Big, alcoholic, bitter. The low-volume beer The sitting-down beer

  10. Drinkability: Craft-brewing properties Liked or preferred beer. Different, unusual or challenging. Distinctive, inventive. Rare or even unique. Big, alcoholic, bitter. Will the consumer follow along? The low-volume beer The sitting-down beer The insobriety beer? A potential dilemma.

  11. Brewers’ many malt choices…..

  12. And hop choices And yeast choices And processing choices

  13. Yielding …. many different results…….

  14. Stout: 9.2 ABV 60 IBUs 7 malts

  15. Adventures & escapes to the extreme

  16. Lites Ultra lo-cal Ultra lo-carb Spiced Citrus Non-beer beers Competition Ultra high gravity High alcohol Spiced and flavored Ultra-bitter Ultra-black Barrel aged Fresh-hop Spontaneous Sour Brettanomyces Adventures at the extremes.

  17. An Adventurer: (a metaphor)

  18. Lites Ultra lo-cal Ultra lo-carb Spiced Citrus Non-beer beers Ultra high gravity High alcohol Spiced and flavored Ultra-bitter Ultra-black Barrel aged Fresh-hop Spontaneous Brettanomyces Adventures at the extremes. Is the consumer well served by boredom or by terror? Is the producer? Who is making these beers & for whom?

  19. “One great thing about [extreme brewing] …. if the beers suck … people have nothing to compare them to”

  20. Is Extreme Beer the space in the market? Have all the Hop-Heads been found? How many Rare-Beer men are there?

  21. Plenty of competition In the ale space

  22. And yet: After 30 years in the marketplace Constant press exposure Explosive growth in the number of breweries Two generations of new beer drinkers Enormous shelf space in stores A devoted following of enthusiasts We make and sell: Less than 1 in 20 beers consumed in this country 25% of those are made by one brewer We have grown no (new) regional breweries.

  23. You earn customers 12 ounces at a time….. but

  24. ….You lose customers by the six-pack.

  25. Maybe it’s time to think about …… Drinkability. Even craft session beers. Even craft-brewed lagers By: Steve Hamburg

  26. This is from an article In: Fine Cooking By: Stephen Beaumont Called: In Defense of Lager …lagers seem poised to make their escape from craft beer purgatory””

  27. Brewers’ choices ….. Plenty of scope for excellence

  28. Enjoyable Elegant Smooth Balanced More-ish Flavorful Delicious Sociable

  29. Plenty of scope: Enjoyable Elegant Smooth Balanced More-ish Flavorful Delicious Sociable Subtle/refined Tasty/distinctive Satisfying not Satiating

  30. Enjoyable Elegant Smooth Balanced More-ish Flavorful Delicious Sociable And a toast to craft brewed lagers …….

  31. Presentation shows class!! (Not cold, flat, hazy, bitter beer served in jam jars!!)

  32. At the end of the day: Drinkability of beer is about our customers their enjoyment and more than a few …...

  33. Masterbrewer class of 2010

  34. Drinkability is the name of the game! I’m always ready for a session --- how about you?

  35. The End. Cheers! Best wishes and thanks! Diolch yn fawr iawn

  36. QC

  37. QC

  38. FAQ in an English “pub”: Where’s the beer ?

  39. 5% alc!! It ain’t !

  40. Extreme Heavy Brash Robust Crush Overwhelm Demand Insist Submit Compete Outlandish Unwise Extreme Light Timid Fragile Scaredy-cat Blah Vanishing Hiding Prissy Exact Fussy Naive

  41. If the paintings suck ….

  42. Not so much in the craft session-beer space.

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