Alcohol Notes

Bar and Beverage MGT.

Alcohol comes from Plant and Yeast, the byproduct is CO2 and Alcohol when Yeast eats sugar


Cave men found it on grapes
Gifts were given from the Greek Gods

Wedding/Bridal is made up of Bride and Ale
Alcohol is linked with wisdom due to alcohol

symposium=Drinking and talking together
"In Vino Veritas"-In wine Truth

Greeks were given food rations of booze used as a thirst Quenches
Greeks discovered that wine could be stored and aged.
Romans became the first vintners.
Taverns opened along trade routes in Greece. Provided Stables, Food, and Sleep.

Pilgrims were heading to the Virginia but because they ran out of beer they stopped at Plymouth Rock.

During the Dark ages Alcohol went to Monks in Monasteries.
Bread and Mead was very popular.

Taverns(Ale Houses) Provided a place for refuse because water was not safe for the human consumption.
Pampay a town of 20,000 people had 118 Ale houses


Distillation was created in 1400\'s it allowed for a higher % of Alcohol

i.e. Brandy is wine with less water.

Scottish and Irish made Whisky
French made Brandy from wine
Dutch made Gin
Russia and Polish made Vodka from potatoes
West Indies made Rum from sugar cane
Spaniards made Tequila from Igua Plant


Bottles are new due to the cost and value of glassware.

Wine was stored in barrels or crocks

Bottles corked began about 300 years ago
Cork allows wine to breath just a little

In England pub houses were started this is how we come up with the word pub.
They are often named after animals or trees
One would see a tree or an animal and know it was a pub.
Pubs became meeting places for business.
Revolutionary war was even discussed in the tavern.

New towns would always build the tavern first then the church right next to the tavern.
In the West taverns grew up along the Rail and Stage lines that become hotels.



Prohibition lasted for 13 years
The Temperance Union>headed by Carrie Nation fought that it was killing the family.
18th amendment or bullstead act 1920 started prohibition
21st amendment ended prohibition in 1933
Prohibition tried to keep Germans (brewers) and the Irish (bartenders) out of the US.

1919 NYC = 18,000 Taverns
1933 NYC = 36,000 Speakeasies
Birth of organized crime in the U.S.

States then choose to be wet or dry.
Now even places in MI are dry towns i.e. Pickford and Holland
Some counties are dry
Michigan authorizes 250 resort license
Resort license are valuable/costly and can move where they choose to move.
Last license sold for $85,000.

Since 1980 we have seen a drop in consumption of beer and spirits a small increase in wine sales. This is blamed on health, cost, socially unacceptable and liabilities. Even though people are drinking less they are drinking better quality.
Food and entertainment has now become a necessity for the bar.

Target Clientele

The person we want to attract to our bar.
Nitch Marketing - Target a particular group

Restaurant- looking for drinks to complement food
Transient- kill time
Meet and Go- Single Bars
Entertainment - Band, Music,Sports bar, ect
Regulars - Make mortgage
Drunks - Cheap drink is the focus

Urban short but lots of competition
Rural long lived built on regulars


Steps To Setting Up a Bar
1 Identify Target
2 Identify what services and products are needed to bring these people in.
3 What is the Nitch-how it can be unique. How can I steel people from the competition?
4 Do a Feasibility study of location and profitability
5 Hire consultants
Facilities and working of business
6 Open

Exotic dancing needs to get a license from township.
Captive audience=High fixed cost-low variable cost.



Selling throughout the U.S. and the world

Beer- Malt beverage: made of fermented barley and water added to yeast and hops.
In the U.S. Alcohol is measured by %of weight
In the world Alcohol is measured by % of volume

ingredients: Water 90% Amount of minerals effect the taste
Hops add a bitter flavor, an aroma, antiseptic to preserve it (female flowers of hop plant)
Yeast adds flavor and acts on fermented sugar.
Adjuncts Provides the sugars and add flavor, color, head, and body
Provides minerals and vitamins. (The U.S. is the only place that allows adjuncts of grains- corn, rice, and wheat.

Barley with water sprouts > dried of roasted (determines color) >extract syrup
Added yeast gives off the byproduct CO2 and Alcohol
Wort + Hops + Yeast= fermented alcohol.
The type of alcohol we are trying to get is Ethanol.

The more barley malt the better the beer
I.E. Busch 50% Bud 65% Micky\'s 95%(prime)

Lagering: Let set then package 2 months the beer is either pasturized or kegged.