Supplement 3: Beverage Management
Shawn Murray
Learning Objectives
At the end of this chapter, students will be able to do the following:
- Articulate nonalcoholic and alcoholic beverages
- Understand basic beer production
- Understand wine production
- Identify key components to design craft cocktails
- Understand the types of beverage pop-ups
- Understand beverage storytelling
- Evaluate beverage service and planning during economic disruptions
Chapter Outline
- Introduction to Beverage Management
- Introduction to Nonalcohol Beverage Management
- Soda
- Bottled Water
- Fruit Juices
- Coffee and Tea
- Introduction to Alcohol Beverage Management
- Wine
- Champagne and Sparkling Wines
- Terroir and Geography
- Common Varietal Types of Wine
- Consumer Behavior
- Spirits in Pop-Up Restaurants
- Spirit Production
- Cocktail Programs in Hospitality and Pop-Up Businesses
- Examples of Primary Spirits Used for Cocktails
- Examples of Secondary Spirits Used for Cocktails
- Examples of Fresh Herbs Used for Cocktails
- Examples of Fresh Fruits Used for Cocktails
- Examples of Jams Used for Cocktails
- Examples of Juices Used for Cocktails
- Examples of Vegetables Used for Cocktails
- Additional Ingredients Used for Cocktails
- Classic Cocktails Examples
- Top Beer Fermentation
- Bottom Beer Fermentation
Introduction to Beverage Management
The beverage industry is an extremely complex local, regional, national, and global business that includes nonalcoholic and alcoholic products. When developing beverage-based pop-ups along with serving these products in restaurants, it can be challenging for students to understand the interconnectedness of this industry.
The beverage industry is vibrant and ever evolving. Components and areas in the beverage industry include agriculture, marketing, sales, scientific research, fermentation, barrel-room technicians, consumer behavior, sommeliers, manufacturing, and supply chain management.
Beverages also have high profit margins, and in many cases, jobs in this segment of the hospitality industry do not require detailed specialized skills. This makes working and launching careers in the beverage industry extremely accessible. There are two main segments of the beverage industry: nonalcoholic and alcoholic.
Introduction to Nonalcohol Beverage Management
The nonalcoholic beverage industry is composed of liquid refreshment beverages (LRBs). These products include soda, bottled water, fruit juices, coffee, and tea.
Soda
Carbonated beverages can trace their history back to the 1700s in Europe and were designed to duplicate high-quality water. Early sodas had flavor profiles of lemon and lime with carbon dioxide added. Today, the major ingredients in sodas include natural flavors such as cinnamon, nutmeg, citrus, citric acid, high-fructose corn syrup, and carbonated water. For darker sodas such as Coca-Cola or Pepsi, caramel coloring provides a unique color and various taste profiles
Bottled Water
Before the 1970s, bottled water was just a niche product for the wealthy. Water was a natural resource that was accessible to everyone. The development of plastic bottles and the convenience of having branded water products have led to the growth of this industry.
Bottled water is defined as drinking water that is sourced from natural environments. The disposal of the bottles that are used for water has produced huge environmental risks and challenges. Plastics contribute to the leaching and contamination of soil and water sources in areas that are close to dump sites. The unintended consequences of plastics impact waterways and oceans.
For pop-up restaurants and other food-service businesses, understanding what consumers are looking for as to how bottled water is being sold and facilitated is key. Most would agree that from a sustainability and entrepreneurial perspective, bottled water, although convenient, is not good for our planet.
Most restaurants weigh the sales of bottled water against the investment of resources and cost of materials businesses can derive from these products. It also is important to recognize that bottled water consumption will vary from geographical destinations and is impacted by the movement of customers.
Types of Bottled Water
- Mineral water—water that is sourced from springs that contain minerals such as salts and sulfur compounds, is geologically and physically protected, and has no added minerals
- Hydrogen water—water that contains dissolved hydrogen gases, producing a carbonation effect
- Groundwater—water from an underground source
- Alkaline water—water that has an increased pH level through electrolysis
- Fluoridated water—water in which fluoride is added during the sourcing and production process
- Artesian water—water that originates from a confined aquifer
- Purified water—water that has been produced by deionization, distillation, and reverse osmosis
- Sparkling water—water that contains the same amount of carbon dioxide when it is sourced
- Springwater—water that is developed from an underground formation in which the water flows to the earth’s surface
- Well water—water that is sourced from drilling or tapping into a groundwater source
Fruit Juices
Fruit juices have been consumed since the beginning of human civilization. In ancient times, extracting the juice from fruits was done normally under extreme circumstances due to the time and processing involved in obtaining a useable product. Pre–World War II, fresh-squeezed juices were products that mostly only the wealthy could afford and had access to.
In more recent years, with increased manufacturing technology, commercial farming can plant more fruit trees and bushes and produce more fruits twelve months a year in various destinations across the globe.
With this high quantity of fruit stuffs, more human beings globally have access to funds to purchase these products, which leads to a greater focus on health and wellness that millennials, Generation Zers, and Generation Alphas enjoy. This simply means that globally, we are producing more fruits that can be pressed and produced into juices along with more individuals that can afford to purchase these juices.
Fruit juices are made of 100 percent pure juice. These products consist of the flesh or meat of whole fruit. The various types of fruit juices are endless, and some common juices include apple, orange, grapefruit, grape, lemon, and pineapple.
Many commercial juice products contain additional water and commercial sugars and ingredients, allowing for less fruit juice to be used, which then increases the product yield and decreases the price point.
Coffee and Tea
For many pop-up restaurants, coffee and tea are important components of beverage options but also can be the concept and overall design of the businesses themselves. With the rise over the past twenty years of firms such as Starbucks and La Colombe, large companies have partnered with various businesses such as hotel groups to increase their economic footprint along with providing opportunities for more consumers to consume their products. For hospitality businesses, both coffee and tea allow for product options to drive sales.
Coffee
There are two types of commercial coffee types: arabica and robusta. Arabica institutes about 70 percent of the world’s coffee production and is grown predominantly in Latin America and Africa.
Robusta is grown in Indonesia and Africa at high altitudes. These beans are produced in wet and humid geographical areas. Coffee beans are also grown and cultivated on trees and are called cherries while they are growing.
Coffee Classifications
- Robusta—grown and produced in Southeast Asia and Africa and accounts for around 20 percent of all coffee produced; flavor and taste profiles include aromatics and are full bodied
- Colombian mild—grown and produced in Tanzania, Kenya, and Colombia and constitutes about 15 percent of the world’s production; flavor and taste profiles include sweet and deep citrus flavors
- Additional mild arabicas—grown and produced in Latin America and account for about 25 percent of world coffee production; flavor and taste profiles include medium with sour aromatics
- Brazilian—grown and produced in Brazil and Ethiopia and constitutes about 40 percent of global coffee production; flavor and taste profiles have a moderate level of citrus components
Utilization and Roasting of Beans
Once the cherries or coffee beans are harvested, the roasting process is what brings out and develops a unique aroma and flavor. Coffee beans are roasted at temperatures around five hundred degrees for varying amounts of time, depending on the level of caramelization desired.
As coffee beans are roasted, the level of acidity is decreased, and the flavor profiles and bitterness are increased. Coffee roasts are classified into three categories:
- Medium—medium caramelization
- Heavy—heavy levels of caramelization
- Dark—extremely heavy levels of caramelization and carbonized flavor profiles
Levels and Classification of Roasting Coffee Beans
Full city. This process involves coffee beans that are roasted to a medium level. This roast is the most common for American and Canadian coffee consumers.
French roast. This process involves heavy roasting, which develops more enhanced and bitter flavor profiles. These final beans will display a light oily appearance, and this roast is extremely popular with French demographical populations including New Orleans.
Italian roast. This is the last stage of roasting and produces a dark flavor profile. The beans become carbonized, with small aspects of carbon and light hints of oils. Coffee beans roasted using this method are used to produce espresso and cappuccino.
Decaffeinated Coffee
The objective of decaffeinating coffee is to remove the caffeine from the product. Caffeine is a nitrogen-based compound found in coffee plants. For some consumers, caffeine can cause sleeplessness and an increase in their heart rate. There are two methods for processing coffee beans and removing the caffeine.
Chemical method. This method starts with green coffee beans and involves soaking them for a few minutes in methylene chloride, which decreases the caffeine from the bean.
Water method. This method involves green coffee beans that are soaked in water for several hours to remove the caffeine.
Tea
The overall art of classic tea service over more recent years has been lost. For pop-up restaurants, tea provides opportunities as a beverage option offered to customers along with a low cost and various production options. Tea is served either hot or cold and, due to its properties, can be combined and incorporated with other flavors. This allows for greater creativity and optionality from a menu-design perspective.
Tea and Manufacturing
Tea shrubs grow in warm climates and at high elevations, up to six thousand feet. Most tea production is performed within large plantations in tea-growing countries and provides positive cascading effects on the economy. All tea is produced by the same plants, but there are over 1,475 different grades and over 2,000 various blends with various flavor profiles and tastes.
Unfermented green tea. These tea leaves are steamed in boilers or cylinders until soft and rolled on mats. This process is repeated until the tea leaves are crisp and dry.
Fermented black tea. These tea leaves are spread on a screen and dried by hot air or by the sun. Next, the tea leaves are rolled, exposing the oxidized juices, and are cooled. This process is completed until the tea leaves are dry.
Oolong. These tea leaves are partially fermented before drying.
Introduction to Alcohol Beverage Management
The alcoholic beverage industry is composed of wine, spirits, and beer. Each of these segments has unique production methods and offers sales options for diverse demographical segments.
Wine
Humans have been consuming wine for thousands of years, with the oldest grape wine, Syrah, being sourced in modern-day Iraq. Even religious readings such as the Bible contain historical stories involving the use of wine.
Wine is a beverage that is normally produced with the fermented juice of grapes. During the fermentation process, the grape juice is turned into wine. One important key step when understanding wine production is that the name of the grape normally represents the primary grape that is used to produce the wine itself.
In a bottle of Pinot Noir, the primary grape will be Pinot Noir, or in a bottle of Sauvignon Blanc, the primary grape will be Sauvignon Blanc. This understanding of how the grape itself works is key as we explore wine production and its uses within the hospitality industry and pop-up restaurants.
There are five major stages when producing wine:
- Harvesting
- Crushing and pressing
- Fermentation
- Adding tannins
- Aging and blending
Harvesting is the process of removing grapes from the vine, which can be processed by hand or mechanically. The style of wine that the maker is looking to produce and the type of grape will impact the timing of harvest. Weather can play an important factor in grape harvesting and overall wine production. Circumstances such as light rain or an early or late frost during the vine-growing development of the grapes; midsummer, when grape production is at its peak; or before and during the harvest time periods will impact the overall quality of wine being produced.
Crushing and pressing incorporate the juice from grapes. There are two major techniques winemakers use to produce wine: manual and mechanical. Manual wine production uses stomping the grapes with a person’s feet, and mechanical wine production uses machines to separate the juice from grapes. With both techniques, must is developed, which is grape juice that is extracted from grapes once wine production begins.
Fermentation is the must or juice that begins to ferment within eight to twenty-four hours. A key component of this process includes the incorporation of wild yeast, or some winemakers will elect to add commercial yeast. This process continues until all or most of the sugar is converted into alcohol.
Tannins are components and elements that are added to impact the flavor as the wine is being processed. These include bark, seeds, flowers, and additional flavor profiles.
Aging and blending provide winemakers with the option to bottle wine immediately or allow for additional aging. Aging can occur in bottles, stainless steel tanks, or oak barrels. Oak barrels are normally used for the aging of red wines and Chardonnay. White and blush wines use stainless steel tanks for aging.
An additional key component of wine production is the Brix scale, which measures the sugar content in must. Winemakers in best-case scenarios are looking for a Brix factor of 21 to 25 percent. The lower percentage of these numbers will increase the need for processed sugar added during the fermentation process to assist with alcohol conversion. This adding of sugar is called chaptalization.
During fermentation, it’s important to remember that the color profile of wines—red, white, or blush—is determined by not the grape but whether the seeds, skins, and vine stems are left in the must during fermentation.
As winemakers begin the fermentation process for white wines, the seeds, skins, and vine stems are removed. With blush wine, these items are left in the must for twenty-four to seventy-two hours, and for red wines, the seeds, skins, and vine stems are left in the must during the entire fermentation process.
Champagne and Sparkling Wines
Champagne and sparkling wines are produced once wines are processed through a second fermentation. To be called champagne, the grapes must be grown and processed in the Champagne region of France. The three grapes required for true champagne are Chardonnay, Pinot Meunier, and Pinot Noir.
Sparkling wines will go through the same exact second fermentation used with champagne but do not have the same grape and geographical classification requirements. Once the wine goes through the second fermentation, the Charmat or traditional method is started, which traps bubbles in the wine bottle. Here are the remaining steps needed to produce champagne and sparkling wines after the first fermentation:
Assemblage. Assemblage is the art of blending wines in order to prepare for the second fermentation.
Second fermentation. The second fermentation takes place once the wine is developed and involves adding a mixture of yeast nutrients, sugar, and wild or natural yeast into the wine bottle. Once this step is conducted, the bottle is sealed so that carbon dioxide cannot escape.
Aging. As the second fermentation begins, the complex flavor profiles and bubbles that are found in sparkling wines and champagnes continue to take place.
Riddling. Riddling is the time-honored process of placing the champagne bottle upside down at a seventy-five-degree angle. Each day the bottle is turned one-eighth a degree. This step allows the sediment at the bottom of the bottle to work its way toward the top of the bottle.
Disgorging. Once the second fermentation has been completed, the champagne bottle is held upside down, and the tip of the bottle is frozen. The bottle cap is quickly removed, and the pressure of the carbon dioxide will cause the frozen wine to release.
Dosage. Next, the dosage is completed in which a light mixture of white wine, brandy, and sugar—called liqueur de tirage in France—is added to make up for the lost product and the sweetness of the champagne is adjusted. Liqueur de tirage assists with classifying the champagne as brut nature, extra brut, brut, extra dry, dry, semidry, or doux, which all provide classifications as to the sweetness and sugar content of the champagne. The final step in this process is the corking of the bottle.
Terroir and Geography
Terroir or topography is an important factor during wine production and includes the land, shapes, soil, weather, and natural features that impact how grapes are grown.
Geography plays a key role in the unique characteristics of wine production. Key indicators for grape production and producing high-quality wine include temperature, climate, elevation, and types of soil. Most top global wine production regions are located close to coastal areas or large bodies of water. These geographic regions are normally close to mountains and valleys. This idea of the association of valleys to grape production and higher elevations results in two key components that increase the quality of the grapes being produced. First, the grapes are kept cooler during the peak output of sunlight during the day. Second, natural precipitation produced from large waterways produces a mist that holds heat in valley areas, creating a natural blanket to protect the grapes.
Some examples of this combination of terroir and geography can be found in Casablanca Valley in Chile, the Finger Lakes in western New York State; Willamette Valley in Oregon, and Bordeaux, France.
Common Varietal Types of Wine
There are thousands of grape varietals globally, but there are only seven noble grapes. Noble grapes are varietals or types of grapes that can grow in diverse climates and topography. These grapes include Merlot, Cabernet Sauvignon, Pinot Noir, Carmenère, Sauvignon Blanc, Chardonnay, and Riesling.
In hospitality and pop-up restaurants, the following varietals are most popular for wine lists and programs.
Reds White
Cabernet Sauvignon Sauvignon Blanc
Pinot Noir Chardonnay
Merlot Riesling
Syrah Pinot Gris
Zinfandel Semillon
Malbec Chenin Blanc
Sangiovese Gewurztraminer
Grenache Viognier
Carmenere Moscato Bianco
Tempranillo Albarino
Cabernet Franc Gruner Veltliner
Barbera Airen
Consumer Behavior
Globally, wine consumption has changed in recent years, as millennials and Generation Zers have increased not only their alcohol consumption but also simply their enjoyment of wine. Pre-COVID-19, intrapandemic, and postpandemic, lower-price wines and wines packaged in cans have become more popular and have made wine more accessible. A more recent trend is sourcing the wine production, such as top-rated wines being produced in Latin America and China. These new wine-producing locations are changing how consumers look to explore and purchase wine.
Spirits Within Pop-Up Restaurants
In hospitality and pop-up restaurants, spirits play a key part in alcoholic beverage programs. Spirits not only are diverse but demand planning to ensure that drinks are served safely. Spirits produce options to enhance the customers’ experience during the meal, introduce creativity or flavor profiles, and can be the main attraction of a pop-up.
Many spirits have a common process of distillation, which is the process of incorporating the liquid into alcohol.
Spirit Production
Distillation is the process in which a liquid is heated to create vapors that will condense back into the liquid. During this process, droplets remain, resulting in alcohol production. Percolation is a cold methodology for producing spirits that has a brewing process like coffee with flavoring elements placed on the top of the apparatus.
When producing spirits, there are three methods: the cold method, the hot method, and maceration. The cold method in most cases uses fruit flavors, plants seeds, and peels; flowers use the hot method; and maceration is used for all other ingredients when producing spirits.
Spirits also have precise and distinct categories that allow for unique styles that provide sophistication and sensory flavor profiles.
Fruit Flavored Liqueurs
Labels will indicate which fruits were used to produce the product. Here are some examples:
Midori—melon
Cocoribe—coconut
Peter Heering—cherries
Seed-Based Liqueurs
Traditionally, seed-based liqueurs do not use a single seed but several ingredients, with the seed flavor being predominant. Here are some examples:
Arak—anise
Anisette—anise
Kummel—caraway, cumin, and fennel seeds
Herb Based Liqueurs
Production processes focus on a combination of herbs. Here are some examples:
Chartreuse—wild mountain herbs and honey
Jägermeister—a blend of fifty-six roots and herbs
Peel Based Liqueurs
The flavor profiles are produced by the rind of citrus fruit being used. Here are additional examples:
Curacao—orange
Grand Marnier—orange
Le Grande Passion—passion fruit
Crème Based Liqueurs
Crème-based liqueurs have creamy textures and a sweet taste, with crèmes always taking on the dominant ingredients, being normally very sweet. Here are some examples:
Crème de banana—banana
Crème de cassis—back currants
Crème de framboise—raspberry
Cocktail Programs Embedded with Hospitality and Pop-Up Businesses
There are two types of drinks that are produced with spirits. These drinks are called classic and craft cocktails. Classic cocktails are normally served at many alcoholic beverage establishments and are common in modern beverage programs. Craft cocktails are designed at individual restaurants and bars with unique ingredients. Both craft and classic cocktails provide amazing options and opportunities to improve profit margins and enhance menu options and overall aesthetics.
These various cocktails include primary and secondary spirits, herbs, fresh fruits, jams, juices, vegetables, and additional ingredients.
Examples of Primary Spirits Used For Cocktails
- Gin
- Rum
- Whiskey
- Bourbon
- Tequila
- Mescal
- Vodka
Examples of Secondary Spirits Used For Cocktails
- Chambord
- Frangelico
- St. Germain Elderflower
- Calvados
- Cointreau
- Green Chartreuse
- Vermouth
- Amaro
Examples of Fresh Herbs Used For Cocktails
- Mint
- Basil
- Tarragon
- Rosemary
- Cilantro
- Parsley
- Oregano
- Sage
- Thyme
Examples of Fresh Fruits Used For Cocktails
- Mango
- Strawberry
- Peach
- Pineapple
- Guava
- Papaya
- Blueberries
- Raspberries
- Blackberries
- Kiwi
- Passion Fruit
Examples of Jams Used For Cocktails
- Blueberry and Fennel
- Green Tomato and Blackberry
- Peach
- Cilantro and Tomato
- Plum and Sage
Examples of Juices Used For Cocktails
- Orange
- Grapefruit
- Pineapple
- Cranberry
Examples of Vegetables Used For Cocktails
- Celery
- Tomato’s
- Carrots
- Pumpkin
- Cucumber
Additional Ingredients Used For Cocktails
- Simple Syrup
- Infused Syrups
- Egg Whites
- Strubs
Classic Cocktail Examples
- French 75
- Mojito
- Moscow Mule
- Manhattan
- Daiquiri
- Whiskey Sour
- Cosmopolitan
- Sidecar
- Margarita
- Negroni
Beer
As we have explored in regard to wine, beer has a long history that can be traced back to ancient times. Western Europe has a long tradition of beer making, which was introduced to America primarily via Irish and German immigrants. Before the Industrial Revolution, the product was consumed due to the low quality of drinking water.
In more recent years, beer has increased in popularity and has the flexibility to be infused with additional flavor profiles and styles. Here are the major ingredients to produce beer:
- High-quality water
- Malt
- Partial mash
- All grain
- Hops
- Yeast
Top Beer Fermentation
Top-fermentation-produced beers are fermented around 65–75°F. Once the yeast is converted into alcohol, a second crop is added. Types of top-fermentation beers include ales, porters, and stouts.
Bottom Beer Fermentation
Bottom-fermentation-produced beers are fermented around 45–55°F. Settled yeast is decanted from the beer along with sediment retrieved. Types of bottom-fermentation beers include lagers and pilsners.
Conclusion
Beverages can improve the financial viability of pop-up restaurants and enhance the food customers consume. With the correct beverage selections and offerings for consumers, profits can be increased.
In pop-up restaurants, the storytelling of beverages can be used to entertain, educate, and enhance the relationship between business and customers. Being able to share the story and design of a pop-up restaurant through beverages, classes for designing craft cocktails, and wine and beer tastings provide amazing options to drive and increase revenue.
Key Terms
- Nonalcoholic beverage
- Alcoholic beverage
- Soda
- Robusta
- Arabica
- Fermented black tea
- Oolong tea
- Harvesting
- Crushing and pressing
- Fermentation
- Tannin
- Chaptalization
- Aging and blending
- Terroir
- Classic cocktails
- Craft cocktails
Review Questions
- The nonalcoholic beverage industry consists of which products?
- How does the increase in consumers purchasing bottled water impact the environment?
- What are the two types of commercial coffee?
- What are the two methods of decaffeinated coffee?
- What are the five major stages when producing wine?
- What are the major differences between champagne and sparkling wines?
- Why is terroir important to the overall production of wine?
- What are five common grapes associated with red wines?
- What are five common grapes associated with white wines?
- What is the distillation process?
- What are some key ingredients when designing craft cocktails?
