BMTC19: How to Taste Beer Like a Professional

Sponsored Presentation: How to Taste Beer Like a Professional – Meagan Anderson, Sales Manager, Mill 95, Certified Cicerone: Sensory skills are not just for brewers or lab geeks. Everyone benefits from knowing how to distinguish between ingredient driven and quality attributes in beer! Join Meagen Anderson for a session that will highlight specific hop attributes and discuss different ways that sensory skills can benefit your business. Attendees will be tasting beer from Mother Earth Brewing Co.’s Boo Koo during the presentation.

Transcript

1. How to taste beer like a professional – the hops edition Meagen Anderson, Certified Cicerone® Sales Manager, Mill 95
2. What we are going to talk about today… How you can leverage sensory knowledge and training to increase revenue.
3. My unique journey through the beer industry Had to chase passions in a way that stood out in order to pursue what was interesting
4. Why I became interested in sensory… Not a brewer...not a scientist Needed to find a way to add sales value to this really cool skill!
5. What does professional tasting allow you to do? • Highlight ingredients • Unveil what is unique about your process • Discover interactions in your beer • Leverage brewer intent to tell a story • Create engaging content and events – video/blogs/social Relevant...Interesting…Authentic = WHAT SELLS
6. More on engaging content An opportunity for this to go beyond you as an individual and offer more impactful programming: • Classes/Events for drinkers • Engaging onboarding for your staff and sales teams • Distributor and retail leverage
7. A few more “quality” reasons why you should care Photo Cred: Twitter @NightShiftBeer
8. Photo Cred: www.kegworks.com
9. Improving quality through sensory focused tasting IS THE LOW HANGING FRUIT THAT CAN HAVE IMMEDIATE RETURN CAN IMPROVE YOUR INGREDIENT SOURCING AND SELECTION CAN IMPROVE YOUR PROCESS CAN IMPROVE YOUR TAPROOM AND RETAIL PRESENCE
10. Tasting exercise How to conduct this on your own 1. Control base beer + base beer with compound 2. Walk through the steps to taste 3. Introduce new compound 4. Recap and compare against base beer 5. Test for comprehension
11. Implementation üStart now üDocument your panels results + consider how to translate to your audience üEngage drinkers, retailers, wholesalers, and media with compelling stories and then back it up with a quality product
12. But, how do I make this unique to my brand? • Explore the desired flavors of your beer & teach to that • Conversely, teach the consequences of undesirable flavors in your beer (Boston Lager fresh, 3 months old, 6 months old)
13. There are millions of combinations! Own your story.
14. Best practices and resources
15. VISIT YOUR SUPPLIERS! LEARN MORE ABOUT YOUR INGREDIENTS! Best practice of all…