Browns Bar Bible

BAR BIBLE

WELCOME TO YOUR BAR BIBLE In this document, you will find tasting notes for the products on your bar, cocktail specs and loads of information about drinks categories to brush up on your knowledge and impress your Guests.

This is a LIVE book is managed by your Drink Quality Specialist – we try and keep it as up to date as we can for your brand, but if you can’t find something you think should be there – drop us a message in your brand Drink Training Forum.

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Browns Guide to setting up and Merchandising the Bar

Anthony Mitchell Drinks Merchandising Manager

Drink Merchandising

This quick guide will highlight the key components needed to achieve a fantastically merchandised bar. The topics include:

▪ Section 1 – Drinks Merchandising Key principles: o Standards, Right Product Right Place, Key Merchandising Techniques

▪ Section 2 – Planning and Setting up o Planning, Doing, Reviewing

▪ Section 3 – Reference and Completion check list o Summary of key points, check list to ensure compliance

SECTION 1 - Drinks Merchandising Key Principles

Anthony Mitchell Drinks Merchandising Manager

What separates a bar from a great bar?

GREAT BARS WOULD ALSO HAVE: • A greater choice of products

Differentials

ALL BARS HAVE THE ‘BASICS’ THEY ALL HAVE : • A price to sell that product at • Standard/basic level of presentation – not inspirational merely passable • A service level – would operate a basic service policy • A product to sell – invariably a small limited range • A superior execution of product visibility, merchandising standards and principles • A greater amount of expertise – better trained/more knowledgeable staff • A higher standard of communication – between team and guest • An ambience – an atmosphere helping encourage the guest to stay for longer

Choice Expertise Ambience Communication Product Handling

Basics

Price Service Product Standards

STANDARDS

First impressions count especially at BROWNS . Making it as easy for our guests to make an easy, informed drinks choice based on what they see is really important.

Anything that detracts from this needs to be reviewed. The only thing a guest should see when looking at the bar is the Drink Range on offer along with associated ancillary items such as measures, fresh garnishes, cocktail making kit etc… Poor levels of cleanliness, paperwork, glasses full of pens/pencils, cleaning equipment, unprofessional looking displays and over- complicated/irrelevant messaging all adds to a ‘visual clutter’. All these points can and do detract from the product(s) we are trying to highlight, so should be corrected .

STANDARDS – Cleaning and clutter

Cleaning As well as all low-level product, dust on high level displays/bottles is extremely noticeable especially when directly under spotlights. Ensure ALL high level product is cleaned regularly. This is also applicable to the shelves too in particular glass shelves as dust/grime is also highly visible

Clutter As previously mentioned, anything that detracts our guests from the range of drinks on offer should be avoided. Remove Everything that is not directly associated with preparing a drink. Such as folders of paperwork, cling film (see photo).

RIGHT PRODUCT RIGHT PLACE

Right Product Once the bar has been ‘decluttered’ it’s then vital to ensure the right product is put in the right place. The premium ( Treat Yourself / Surprise Yourself ) product within each category should always be the in the primary lead-in space, followed by the volume ( Taking Care of Business ) high selling lines in the secondary space . The basic / must stock ( The Bare Necessities) product should then be merchandised in the final tertiary space.

Right Place The ‘ Z-Principle ’ is the merchandising technique used when deciding where on a back bar or fridge specific product should sit. The ‘ Z-Principle ’ follows the principle that when we read, we scan from left to right and top to bottom. N.B. As the diagram shows the amount of space taken up by each can vary. Due to the amount sold, Taking Care of Business should always have most space

Treat Yourself / Surprise Yourself

The Bare Necessities

RIGHT PRODUCT RIGHT PLACE

Logical Adjacencies The right product for the right location has been identified. The final part of Right Product Right Place is to ensure that the adjacencies between drink categories are logical. This applies to both Back bar and Fridge layouts. Where glass door fridges are in use this principle is very important . In this example, chilled product within each category is adjacent to each other. As demonstrated in the image below, all Wine is next to each other as are Beers and Ciders. Also to note, the ‘alcohol’ fridges are together and not split by a softs fridge These principles are also applicable to the Back bar where for example Vodkas would sit adjacent to Gins as would Whiskies sit next to Rums

ROSE

WHITE WINE

LAGER

CIDER

SOFTS

BUBBLES

RIGHT PRODUCT RIGHT PLACE

Champagne visibility

Having visible ‘ Premium cues ’ are really important to BROWNS . One drink product associated with ‘ Premium ’ and ‘ Quality ’ is Champagne. Key points that must be implemented/adhered to are: • Champagne display with dummy bottles should be visible from the Host Point, so the guest sees it as soon as possible when they enter the business • Champagne should be the lead in to the wine section on the bar. Again use dummy not full bottles for this • Buckets on top of the bar, must always be filled with fresh ice. Use ‘Premium’ branded dummy bottles to signal quality

MERCHANDISING TECHNIQUES

The Right Product is now in the Right place. The final touches are down to product handling. Along with the basics of ensuring that all product is front facing and pulled to the front of shelves (especially in fridges) there are some additional merchandising techniques that will make the drink range really stand out. Light to Dark (or vice versa) On the Back bar grouping all Dark spirits together and Light spirits too helps to add a visual ‘flow’ to the layout as well as making it easy to understand what the range consists of. This technique flows across this whole space so the Red Wine is very deliberately merchandised adjacent to the dark spirits .

MERCHANDISING TECHNIQUES

Spacing Adding space ( a finger space is plenty ) is a ‘ quality cue ’ . Less is more. If a back bar is overfilled it begins to look like an extension of the cellar rather than THE prime selling space being used to highlight a great drinks range in the most premium way possible. As highlighted in this example, the most premium wines have been displayed separately making their visibility even more prominent from the remainder of the range. Note that all wine has been ‘finger spaced’

Alternating In addition to the finger space between bottles and cans alternating (pin-balling) from front to back makes it easier to see one row of product behind another. Remember, space between each product does not equal an empty bar. In this example of Whisky, the bottles are alternated meaning all product is easily visible to the guest. Also note that the ‘types’ have also been clearly separated i.e. Single Malts on the top shelf with American, Blends and Irish grouped below

MERCHANDISING TECHNIQUES

Using odd numbers in displays Once someone has looked at the back bar – from left to right, top to bottom – the focus then tends to land at the middle point of a particular area. When creating a display is imperative that an odd number of product is used, that way there will always be a point of interest to look at as opposed to nothing. That point of interest is usually the product being highlighted.

Glassware in displays As a general rule, glassware should not be used in any high level displays unless advised to do so. Due to the basic design of our glassware it does not ‘add’ anything to a drink display. If anything it distracts from the product itself. N.B. Displays should ideally be set up in the middle of a shelf with space either side

MERCHANDISING TECHNIQUES

Props in displays As a general rule, glassware should not be used in any displays unless advised to do so. Due to the basic design of our glassware it does not ‘add’ anything to a drink display. If anything it distracts from the product itself. N.B. Displays should ideally be set up in the middle of a shelf with space either side. The only section of the bar where props can be used is within the Cocktail area. Simplicity is key here. Cocktail Shakers are ideal props. Due to the fact people know what a cocktail shaker is, they help create an instant signpost to our guests that cocktails are available. As highlighted here shakers have been added as props within the main product space too

SECTION 2 - Drinks Merchandising Guide to setting up the Bar

Anthony Mitchell Drinks Merchandising Manager

Contents

Section 2 contains specific detailed information on the best way to set up the bar. The last section contains quick reference flow charts and a final checklist

1 – Planning

– Documentation needed – Things to consider

2 – Doing;

– Prioritising the workload

3 – Reviewing

– What good looks like

4 - Quick Reference – Flow chart process – What Good Looks Like photo examples

Drinks Merchandising

Part 1 – The Planning

• Ensure all principles within the ‘Quick Guide to Drinks Merchandising’ is understood and there is a hard copy to hand • Use the guide to understand the bar layout including fridge product adjacencies • Take into consideration sightlines to the bar from the main direction of guest flow • Once the layout is planned draw the layout . This will help explain the changes the team as it may be quite different to how the bar is currently set out. It will help them visualise the new flow. Also use this time to go through the key principles • Make sure all relevant product has been ordered and is on site prior to remerchandising • Where space allows and if not already in place add bar seating to the area in front of the wine section. Add table candles, plant and menu to the bar top to create a calm relaxing place to sit. Do not add seating in front of the cocktail or spirit areas. These are generally busier faster moving, high energy spaces and not suitable for bar seating • Take ‘before’ as well as ‘after’ photos. This will really highlight to the team what good really does look like

• **PLAN TO CLEAN ALL BOTTLES AS WELL AS ALL HARDWARE**

Drinks Merchandising

Part 1 – The Planning

SPIRITS •

**Ensure that highlighting the visibility of gin and fizz is key. Bear in mind that the space required for gin will need to grow to accommodate the growth in the size of this category • Create more space on the back bar within Spirits by ‘ defeaturing ’ product: – That does not sell very often – Is particularly seasonal. For example if Port, Sambuca, Pimms – Falls in to a ‘basic/entry’ rating. Refer back to the ‘Z - Principle’ This defeatured product ‘ MUST ’ remain behind the bar to ensure that any guest asking for one of these drinks can be served as efficiently as any other guest. Also remember that any seasonally defeatured product must then be moved onto the back bar at the appropriate time. Remember this is about creating ‘breathing room’ to allow the back bar to look it’s most premium. It’s not about making it look empty COCKTAILS • The cocktail section of the bar neds to look and feel more vibrant and energetic. • Achieve this by breaking the product up. Instead of having all spirits together and likewise syrups etc.…try and group recipe ingredients together for added interest • Keep this area looking well spaced so do not put all syrups and ‘other’ ingredients on the back bar as it will look far too cluttered. As with spirits above defeature any non essential product Drinks Merchandising

Part 1 – The Planning

WINE • To highlight the premium range, the lead in should be fizz • Wine should be clearly laid out according to the ‘ Z-Principle ’ and where possible the top shelf should be used for a simple display to help signpost this section • Ensure that the most popular products are given more room i.e. two or even three rows where space allows. This will ensure enough product is out to cope with a busy service, it will also signify to the guest it is a popular item too • Linking into the next section and where achievable, the Red and Rosé wines should sit above the White and Fizz fridges. By doing so will create a strong guest-facing impactful wine statement FRIDGES • Ensure fridges are laid out according to the ‘ Z ’ and ‘ Logical Adjacencies ’ principles. This helps our guests to easily navigate them, it will also help the team during service. • Implementing the principles means: – N.B. Single fridges should only have one product category in (N.B. more than one may be needed where there is a large range). Double fridges can be used entirely for one category or for two, one on each side. Do not mix categories on the same side • Where fridge space is limited, mixers, tonics, water and children’s drinks should be stored ambiently . NOT in the Softs fridge • THIS BEST PRACTICE IS ABSOLUTELY APPLICABLE IN GLASS FRONTED FRIDGES. IT SHOULD ALSO BE IMPLEMENTED IN STEEL FRONTED FRIDGES Drinks Merchandising

Part 2 – ‘The Doing’ First area to fill - Fridges •

Label each side of every fridge with post it notes to highlight what is going where • Ideally put one of every product in it’s planned location, adjust shelf heights to remove excess space • Fridges can now be filled. N.B. the standard when filling fridges is to ensure all shelves are as full as possible ( No finger spacing ) and that the product is pulled to the very front of every shelf. Second area to fill - Wine • Where there are three shelves within the Wine space, use the top shelf as a ‘signpost’ to highlight White and Rosé (select premium wines to display). The second/middle shelf is for premium Red Wine. The Bar top should be used for all other Red Wine. N.B. a finger-spaced needs to be put between each row Third area to fill – Spirits including Cocktails • Ensure the spirits layout follows the principle of ‘Light -to-Dark ’. • Gin should always be the lead in spirit • As per the guide, the cocktail product should be laid out into recipe groupings and accessorised with cocktail shakers as props • Relocate the defeatured spirits under the bar Final area to fill – Ambient

Drinks Merchandising

Part 3 – ‘The Reviewing’

Stand back and check . • Once completed, stand the ‘Guest’ side of the bar and review merchandising standards, layout and product adjacencies as per the principles highlighted in this document • Adjust any spot lights (where possible) to ensure maximum back bar illumination • Use the supplied checklist • Walk the bar with the another member of the team to gain make sure nothing has been overlooked/missed Make any amendments • Adjust and amend as required, Re use checklist to ensure nothing has been overlooked Take photographs • Take photos of each section of the bar and some overall bar photos as well. Share these with the District, Brand Marketing team and the M&B Drinks Merchandising Manager (anthony.mitchell@mbplc.com) Maintaining Standards • To make this as easy as possible print and laminate the photos. These can be used in conjunction with the Team’s ‘ Close Down/Bottling-up ’ list. This will ensure standards are maintained going forward . A PICTURE SPEAKS A 1000 WORDS

Drinks Merchandising

SECTION 3 – What Good Looks Like photos and final checklist

Anthony Mitchell Drinks Merchandising Manager

Quick guide - Section 1 Planning

Understand all Drinks Merchandising principles. If needed have a hard copy to hand

Be aware of the ‘guest flow’ and main sightlines when planning drink layout

Work with senior manager on site to understand any important site specific operational needs/requirements

Draw a bar layout using the key principles Include what is going into each fridge

N.B where fridge space is limited store all mixers, tonics, water and children’s drinks ambiently. NOT in a fridge

Where needed plan appropriate space(s) for garnishes and measures

When confident with layout, use ‘post - it notes’ to label each space with where the appropriate product will go.

Brief team setting up the bar on Principles and Layout

Move to Section 2

Drinks Merchandising

Quick guide - Section 2 Doing

First area to fill - Fridges Adjust shelf heights. Fill the fridges from top to bottom. All shelves must be full as possible NO finger spacing N.B. All product must be pulled forward to the very front of every shelf

Second area to fill - Wine Use the top shelf as a ‘signpost’ Second/middle shelf is for premium Red Wine. Bar top for all other Red Wine N.B. Ensure all rows ARE finger-spaced

Third area to fill – Spirits Ensure the Spirits layout follows the principle of ‘Light -to-Dark ’ N.B. Gin should be the lead in spirit Relocate the ‘defeatured’ spirit product

Final area to fill - Ambient

Move to Section 3

Drinks Merchandising

Quick guide - Section 3 Reviewing

Stand ‘Guest’ side of the bar and review merchandising standards, layout and product adjacencies

Adjust any spot lights (where possible) to ensure maximum back bar illumination

Walk the bar with the another member of the team to gain make sure nothing has been overlooked/missed

Use the supplied checklist

Share great photos with colleagues **Email copy to Brand Marketing and M&B Drinks Merchandising Manager**

Adjust and amend as required, Re use checklist to ensure nothing has been overlooked

Print and laminate photos for the team to use as part of the ‘bottling up’ process This will ensure great standards are maintained going forward

Bar remerchandising complete

Drinks Merchandising

Section 3 – ‘The Reviewing’

Drinks Merchandising

Section 3 – ‘The Reviewing’

Drinks Merchandising

Section 3 – ‘The Reviewing’

Drinks Merchandising

Section 3 – ‘The Reviewing’

Drinks Merchandising

Section 3 – ‘The Reviewing’

Drinks Merchandising

CHECKLIST

Use this checklist to ensure all key points from this guide have been implemented

Completed Yes No COMPLETED

Standards

• Bar tops and Fridges clean

• All product clean

• Back bar completely decluttered

• High level displays clean

Merchandising

• ‘Z’ Principle and Logical adjacencies fully implemented

• Champagne Display clearly visible from the Host Point

• Key Merchandising Techniques implemented

Checked by:

INTRODUCTION TO BEER

Beer is: A non-distilled, fermented extract of cereal (usually malted barley) which is flavoured with hops.

Beer is the third most popular drink in the world, after water and tea! It’s origins can be traced back as far as Ancient Egypt but over the millennia, hundreds of different brewing processes and styles have developed. Beer is broken into three main categories, into which all the different styles fall.

• Top fermented • Lively, unpredictable

ALE

• Bottom

fermented • Stable product

LAGER

• Spontaneous fermentation • Usually sour

LAMBIC

BEER INGREDIENTS

HOPS Hops are a climbing, flowering plant. Each hop variety has it’s own attributes and brings something different to a beer. Hops are mainly used for bitterness and aroma.

MALT Many types of grain can be used to brew beer but barley is the most widely used. A grain must be malted to develop sugars, colour and flavours before it is used to make beer.

WATER Water is the most important and influential ingredient in the brewing process. Brewers call it ‘liquor’. Depending on where the water is from, depends on how it will affect the beer.

YEAST Yeast is a single cell fungus which ingests sugars and excretes C02 and alcohol. Depending on which style of yeast is used determines which type of beer you are making. Yeast is used to produce alcohol and carbonation, but also affects flavour and aromas.

Malt is used for sugar, colour and flavour .

Water is used for body and texture.

THE BREWING PROCESS

How beer is made will vary slightly from beer to beer but the key steps remain the same as per the diagram.

Watch the video below to see how beer is made.

PERFECT SERVE

GLASSWARE • Ensure you use correct branded glassware where possible, glasses are designed to enhance the product • Always - C lean, C old, C hip free, Dry

DRAUGHT KEG • Hold glass at 45 degree angle • Open tap • Never put nozzle in beer • Tilt glass until full – make sure 5% head DRAUGHT CASK • Hold glass at bottom • Put spout in glass and pull smoothly 2/3 full • Settle • Top up until 5% head achieved

BOTTLED BEERS • Open bottle • Pour at 45 degree angle into glass • Tilt until 5% head achieved • Watch out for sediment at the bottom – always leave it for the guest to pour

QUALITY CONTROL

KEG DRAUGHT PRODUCTS

A keg is a pressurised barrel containing products that will be served through the bar fonts – products like lagers, ciders and specialty draught products. Kegs are stored in an upright position and use gas to drive the liquid up through the taps. Kegs should always be stored in the cellar between 11-13C. Service temperatures vary depending on the product. Keg Ales, Sparkling or Creamflow products should be served at 8-10C. Standard lagers, super – chilled Ales & Stouts should be served at 5-7C.

Changing a Keg

You may be required to change a keg – it is vital that you follow correct procedure to do this for your own safety.

Watch the video to find out more ...

TASTING BEER

When tasting beer, it’s not all about the flavours. Tasting is a joint effort between our senses. To create a tasting note we need to consider the following..

APPEARANCE – Colour, Clarity, Carbonation

AROMA – what can you smell?

All Apples Fall Before Flowers

FLAVOUR – what does it taste like?

BODY – how heavy does the beer feel in your mouth ?

To help you remember

FINISH – what is the last sensation? How long does it last?

For example: A light bodied golden beer, with grassy aromas, fruity flavours & a long bitter finish.

TASTING PROCESS

• Look at your beer • Check the colour, clarity & carbonation

SEE

• Swirl the beer around in your glass • This will release the aromas

SWIRL

• Take a short sniff of your beer • Sniff again – what can you smell?

SNIFF

• Take a mouthful of beer • Move it around in your mouth, making sure you cover all parts of your tongue

Your tongue tastes different sensations at different parts – make sure you cover all of them to get the full experience!

SWISH

• Swallow the beer • Concentrate on whether you can feel any bitterness & what the last sensation is

SWALLO W

BEER WHEEL

Aroma & Flavour

Use this wheel to help identify flavours and aromas

BEER GLOSSARY

BEER GLOSSARY

ABV – Alcohol by Volume. Percentage measure of alcoholic strength, per volume of liquid sampled.

ALCOHOL – Commonly refers to ethanol and higher alcohols, giving warming, liqueur – like character.

ALE – Generic name for beer brewed using top-fermenting yeast at relatively warm temperatures.

AROMA – Aroma refers to the smell inducing chemicals detectable by the human nose.

BALANCE – The harmony between different flavour characters.

BEER – Generic name given to alcoholic beverages brewed with grains and hops.

BOTTLE CONDITIONED – Beer that undergoes a secondary fermentation and flavour maturation in the bottle due to continued presence or addition of yeast.

CASK CONDITIONED BEER – ‘Live beer’ where a secondary fermentation and flavour maturation occurs in the barrel due to continued presence or addition of yeast and fermentable sugar.

CONDITIONING – Maturation Of beer after fermentation.

DRAUGHT

FERMENTATION – Process of yeast reproduction where sugars are turned into alcohol and carbon dioxide and where flavour compounds are created.

BEER GLOSSARY

HOPS – The cone or flower of the hop plant. Provide bitterness and aroma. Also have preservative effects . LAGER – Generic name for beers brewed with bottom fermenting yeast at relatively cool temperatures.

MALT – Barley that has undergone the 3 stage process of steeping, germination and kilning.

PASTEURISATION – Partial sterilization of a liquid, by heating for a short periods, to kill any micro organisms that may spoil it.

YEAST – A single cell fungus that creates beer by fermenting wort sugars into alcohol and carbon dioxide and releasing flavour compounds.

Draught Beer

Lager

Amstel

STYLE: Pilsner Style Lager ABV: 4.1% Country of Origin: Holland

Amber

Fresh, slightly fruity

Smooth, malty, crisp finish

Meat & Cheese

In 1870, the first stone of the Amstel brewery was laid on the banks of the river Amstel.

DRAUGHT

Lager

Birra Morretti

STYLE: Lager ABV: 4.6% Country of Origin: Italy

Straw

Fresh, slightly fruity

Light bodied, slightly malty, crisp finish

Salads, pasta, pizza

Birra Moretti is a quality beer made in the traditional way. It is the result of a production process that has remained almost unchanged since 1859.

DRAUGHT

Lager

Peroni Nastro Azzurro

STYLE: Premium Lager ABV: 5.1% Country of Origin: Rome, Italy

Yellow gold

Sweet, sweetcorn

Sweet with a crisp finish

Fish & chips, salads

An unmistakable touch of Italian style brewed in Italy to the original recipe conceived in 1963

DRAUGHT

Craft Lager

Camden Hells

STYLE: Craft Lager ABV: 4.8% Country of Origin: London, UK

Pale Straw

Fresh, Floral, Pine

Light bodied, biscuity, dry

Fish & Chips, Burgers

‘ Hells’ is a combination of two lager styles – the German ‘ Helles ’ & a Czech ‘Pilsner’ giving it’s unique profile.

DRAUGHT

Stout

Guinness

STYLE: Stout ABV: 4.2% Country of Origin: Dublin, Ireland

Very deep red – white, tight head

Syrupy caramel, smoky

Full bodied, smooth, roasted, bitter dry finish

Red meats, rich sauces, steaks

Guinness was created by pure accident when a batch of malt were accidently burnt!

DRAUGHT

UK Craft

Longhorn IPA

STYLE: IPA ABV: 5.0% Country of Origin: Warwickshire, UK

Copper /Orange

Perfect with savoury and salted food ( Indian / Mexican/Fish and Chips) – also goes well with grilled meats and sweet puddings Grapefruit, Pine, Peaches, Mango and Passion fruit Complex, deep fruit with a pronounced bitterness and smooth finish.

First craft keg beer from Purity Brewing Co , named after the Longhorn cattle on the farm that feed off the spent brewers grain.

DRAUGHT

Pale Ale

Meantime Pale Ale

STYLE: Pale Ale ABV: 4.3% Country of Origin: Greenwich, London, UK

Amber Gold

Complex citrus, spearmint, grass

Light bodied, medium carbonation, fruity with a refreshing bitterness

Mature cheese, dishes with a bit of body like Steak & kidney pie or a bitter-leaf salad.

Blending Amercian Hops & British Goldings, this beer is the perfect bridge for drinkers looking for more flavour than lager but don’t want cask ale.

DRAUGHT

Craft Ale

Adnams Mosaic

STYLE: Pale Ale ABV: 4.1% Country of Origin: Southwold, England

Pale Copper

Bold mango, peach, lemon

Big fruity flavours and a dry, bitter finish

Lightly spiced dishes such as lamb tagine, Thai fish cakes or scallops and chorizo.

This single hop beer is made with Mosaic hops at each of the four stages of the brew process. This imparts bold hop characteristics

DRAUGHT

UK Craft

Curious IPA

STYLE: IPA ABV: 4.4% Country of Origin: Chapel Down, UK

Copper/ amber colour.

Delicate and floral, with notes of honey and orange peel.

Grassy and crisp.

Chargrilled steak

Brewed using champagne yeast .

DRAUGHT

Craft Ale

London’s Outback Pale Ale

STYLE: English Craft Ale ABV: 4.5% Country of Origin: England

Clean golden ale, bright appearance

Fresh Hoppy aroma

Bittersweet, full flavoured ale

Thai food, Curry, Ribs

Made with combination of local Fuggles, cascade and centennial hops. All the refreshment of old style ale but with a modern hop twist to ensure the traditional bitter sweet balance is maintained and a real depth of flavour and aroma, in keeping with the English beer tradition. M&B to be the first stockists in the UK

DRAUGHT

Pale Ale

Kirkstall Three Swords

STYLE: Extra Pale Ale ABV: 4.7% Country of Origin: UK (Leeds)

Very pale gold

Fresh hop, citrus fruit

Crisp and refreshing, grapefruit

Fish/seafood, pizza & pasta dishes

The three swords symbol is taken from Kirkstall Abbey and is relates to the 3 hop varieties used: Citra, Centennial and Cascade

DRAUGHT

Keg Ale

MAD SQUIRREL APA

STYLE: AMERICAN PALE ALE ABV: 4.7 Country of Origin: ENGLAND

GOLDEN AMBER

FLORAL, TROPICAL

HOPPY, TROPICAL AND CITRUS NOTES

GOOD QUALITY PIES

DRAUGHT

Keg Ale

Red Willow Wreckless

STYLE: Pale Ale ABV: 4.8% Country of Origin: Macclesfield, UK

Copper gold

Punchy tropical fruits

Medium body, full of fruit with a bitter kick

Sausage & Mash, Burger

CHAMPION BEER OF CHESHIRE 2011 AND SIBA NORTH GOLD MEDAL WINNER IN THE PREMIUM BITTER CATEGORY.

DRAUGHT

Craft Ale

Siren Undercurrent Oatmeal Pale

STYLE: Pale Ale ABV: 4.5% Country of Origin: UK

Hazy pale

Spicy, grassy

Apricot, smooth, creamy

Grilled meat & fish

Undercurrent is part pale, part oats and part caramel barley

DRAUGHT

Keg Ale

Stewarts Holyrood Pale Ale

STYLE: Pale Ale ABV: 5% Country of Origin: Edinburgh, Scotland

Straw colour - clear

Grapefruit - citrus

Tangy flavour – crisp bitterness

Fish – seafood – barbequed food

Water, Malted Barley, Wheat, Hops, Yeast

DRAUGHT

Keg Ale

Moor Union Hop

STYLE: Pale Ale ABV: 4.1% Country of Origin: Bristol, UK

Straw yellow - hazy

Slightly malty, fresh and grassy

Medium bodied, sweet to start with a long bitter finish

Fish & chips and Burgers

Highly Sessionable ultra modern pale ale balancing rich British floor malt with modern British hops. Best of British to you!

DRAUGHT

Packaged Beer

Big Drop Pale Ale

STYLE: Low Alcohol Pale Ale ABV: 0.5% Country of Origin: UK

Golden, bubbles

Pine & Sweet Malt

Solid Body & Honey

Snacks, crisps in particular!

Big Drops first two beers, Big Drop Stout and Big Drop Pale picked up international accolades from the International Beer challenge and the World Beer awards

PACKAGED

Sharp’s Atlantic Pale Ale

STYLE: Pale Ale ABV: 4.5% Country of Origin: UK

Pale, Golden

Aroma: tropical fruit hop, honey malt, a touch of candy floss.

Taste: delicate sweetness, fruity, balanced.

Food Pairing: works brilliantly with battered fish or mild cheese. Great as an aperitif.

Sharp's award-winning portfolio is united by delicious moreish character and brewed with passion, precision and expertise to ensure every drop of beer is as good as the last.

PACKAGED

Sharp’s Doom Bar

STYLE: Amber Ale ABV: 4.3% Country of Origin: UK

Amber, Still

Aroma: spicy resinous hop, sweet roasted malts

Taste: balanced, succulent dried fruit, lightly roasted malt.

Battered seafood like calamari, grilled white fish or pork, also great with Sunday roasts

Sharp's award-winning portfolio is united by delicious moreish character and brewed with passion, precision and expertise to ensure every drop of beer is as good as the last.

PACKAGED

Packaged Beer

Corona

STYLE: Lager ABV: 4.5% Country of Origin: Mexico

Golden

Hops, Citrus, Honey

Pilz Malt, Maize

Light Dishes, Salads, White Meat

Corona has been brewed and bottled in Mexico since 1925. It is lighter than traditional beers, with a crisp and refreshing taste – Perfect for a day in the sun!

PACKAGED

Packaged Beer

Thornbridge Jaipur (IPA)

)

STYLE: India Pale Ale ABV: 5.9% Country of Origin: England

Clear Yellow

Citrus, Orange, Honey,

Malt, Dry grain, Caramel, Citrus

Perfect with Fish and Chips

With over 100 worldwide awards, this American style IPA has a complexity of flavours created by a six-dimensional hop experience.

PACKAGED

Cider is created from fermented apple juice

Cider has been fermented and enjoyed for centuries, fruit juice fermentations were recorded by the ancient Egyptians.

Any type or style of apple can be used to create cider, although, traditionally only varieties of bittersweet & bittersharp apples were used. These types of apples are named after its flavour profile – bitterness followed by either sweet or very sharp / sour notes, not great for eating but perfect for cider production.

Today cider is produced in a variety of styles:

Sparkling

Cloudy

Hazey

Bright

Still

Retains some of the yeast used to ferment the juice

Retains some of the yeast used to ferment the juice

All of the yeast is removed

No carbonation

Created by adding a carbonator e.g. carbon dioxide

Cider can have an alcohol of between 1.2% - 8.49%, after this it becomes wine, low alcohol ciders are available and are typically below 1.2% which legally makes them soft drinks.

Cider ingredients

Apples

Water Water is a vital part of the process: thousands of litres are used by Cider Mills on a daily basis. As the water is blended with the apple juice before fermentation. Water quality is absolutely critical to the finished product. Water provides texture and with contribute to the ciders mouthfeel.

Yeast Live yeast cells are added to the apple juice and water blend and are used to create alcohol, they feed on sugar and excrete alcohol and CO2. Yeast strains must be carefully selected to ensure that they are suitable for the type of product that is being produced, yeast selection will affect finished product and aroma.

There are more than 7,500 varieties of apple – each with their own specific and desirable qualities. Grown in orchards, apples trees crop once a year and are harvested by shaking the trees and collecting the fallen fruit from the floor. Bittersweet, Bittersharp, Culinary and even Crab apples can be used to create different flavour profiles when blended together in the finished product.

Regional differences in cider flavour & profile

West Midlands & South West of England: have a distinctive bittersweet taste (bitterness), & mouth feel (astringency and body) and spicy, woody and smoky characteristics of traditional high-tannin cider apples

Eastern Counties: traditionally made from dessert apples. Display fresh, acidic and high fruity notes typical of the types of apple used

Somerset: often quite dry and typically display the fruity and tannin-like qualities of local bittersweet & bittersharp apples . Herefordshire: Distinctively bitter, full bodied and astringent. High tannin flavours, almost certainly made from traditional bittersweet varieties. Big on fruit flavours, oaky & spicy

French ciders : typically low in alcohol, often fairly sweet, with sherry-like qualities. Frequently naturally sparkling due to secondary in-bottle fermentation. Spanish ciders : usually quite dry, non- carbonated (still) and often have a noticeable acetic acid tang

Devon: much more woody flavours, typically mahogany coloured and fairly acidic .

The cider making process

Authentic cider makers will follow a simple eight step process, beginning with harvesting in early October. Fresh juice once pressed will then be fermented and slowly matured to deliver flavour & character. Alternatively, concentrate can be added at step 5 rather than using fresh juice and then bottled, canned & kegged almost immediately.

2 .

1 .

3 .

4 .

5 .

8 .

7 .

6 .

Draught cider perfect serve

 Pour the cider directly into the centre of the glass, allowing the cider to hit the central nucleation spot to encourage carbonation & mouth-feel  Hold the glass upright, no need to tilt at a 45° angle  Do not allow the font nozzle to touch the cider when pouring

FONT



Use the correctly branded glass

GLASS

 Ensure it is always – clean, cold, chip free & dry

 Serve to the guest, keeping fingers from the rim of the glass  Ensure the branding is facing the guest

SERVE

Quality control: draught kegged cider

 The ideal temperature for keg dispense is between 5 ° C - 8 ° C, for storage we would recommend no greater than 13 ° C.

Temperature

 Keg lines should be cleaned at least every 7 days, only recommended line cleaning products should be used & excess line cleaning fluid should be disposed of afterwards to avoid contamination.  Thorough cleaning is required as yeast could affect the products clarity and can lead to fobbing.

Cleanliness

 Gas cylinders should be stored upright in a secure position and should be switched off after use, as this can potentially cause fobbing. Only use the correct mix of gas as directed by your cellar service technician.  Ensure the cellar is well ventilated as stale air will make cider hazey, although draughts should be avoided

Storage

Quality Control: draught bag-in-box cider

The use of Bag-in-Box for draught, still ciders and perries will allow an extended shelf-life, enabling products to remain in peak condition to the very last drop in the bag. Dispense can either be direct from the bag via its integral tap, or using an adaptor via a hand pull.

How to use the HAND PULL DISPENSE ADAPTOR: Supplied with these instructions are the following:



1 adaptor



1 section of spacer pipe



1 Jubilee Clip 1 cleaning tap



1. Remove old fitting from pipe by cutting off or by undoing the existing Jubilee Clip. 2. Slide the Jubilee Clip over the pipe and leave loose. 3. Push adaptor into end of tube and tighten jubilee clip if too tight soften tube with hot water and if too loose use the section of spacer pipe to pack out the tube. 4. Remove red safety tag from tap. 5. Fit adaptor over tap ensuring the lip of the tap is seated squarely on top of the washer and turn screw cap on top to open tap, thereby clamping the adaptor and opening the tap, allowing product into the delivery line. 6. We strongly recommend cleaning the line before the first use and every week thereafter. To do this disconnect adaptor from tap. Fit the enclosed cleaning tap into adaptor and turn the screw cap. This opens the tap and the non-return valve within it, allowing fluids to pass through. Submerge the end of the tube along with adaptor and cleaning tap into a container of line cleaning solution and proceed as normal. NB. Should you ever lose the cleaning tap, one can be cut off a used Bag-in-Box.

Tasting process

Appearance, agitate & aroma Are there bubbles? Is it still? Is there a head? Any foam? Agitate / swirl to release the aroma Take a big sniff, it should smell fresh. Any scents of drains, eggs, vinegar indicate an infection. Any chemical smells indicate line cleaning issues

A

OFF NOTES: Vinegar, Sherry & wet cardboard – suggest the product has oxidised Banana (know as cider sickness) caused by bacterial contamination Sour Milk / Yoghurt – bacterial infection

Body Does the cider cling to the sides of the glass? Does the cider have legs / tears?

B

Clarity Bright ciders should be shiny & luminous Cloudy ciders should have even and fluid distribution of the sediment to form natural haze

C

Does it taste good? The cider should taste appley and typically cider

D

Enjoy! Sit back, relax and enjoy (in moderation)

E

Sensory Effects of Cider

Sense

Type

Specific Effect

Sight

Tannins (phenolics) Carbonation (CO 2 )

Typically brown/ gold / amber / copper when oxidized

• • •

•

Alcohol

Bubbles and “moose”

• • • • • • • • • • • • • •

“Legs & tears” on the inside of the glass

Smell

Alcohols

Can be spirituous or floral

• • • • • • • • • • • •

Esters

Fruity aromas

Phenolics Aldehydes

Woody and spicy

Cidery Buttery

Ketones

Taste

Sugars

Sweet

Acids

Sour – but can also be salty

Tannins

Bitter Sweet

Alcohol (ethanol)

Mouth-feel

Alcohol Tannins

Warming

Astringent – also body

Carbonation (CO 2 )

Bursting bubbles in the mouth

Hearing

Carbonation (CO 2 )

• The “ shiss ” of bubbles when pouring a sparkling product

•

Cider wheel

Flavour categories & descriptors

Spicy & Woody

Sweet

Fruity

Herbaceous

Aromatic

Yeasty

Cloves, Nutmeg, Black pepper Liquorice, Sawdust, Fir trees Antiques, Wood fires, Tar Medicinal, Witch hazel, Leather Carbolic, Farm barns

Caramel, Butterscotch, Vanilla Molasses, Treacle, Custard Honey, Candy floss, Bubble gum Confectionary

Bittersweet, Tropical, Summer fruit, Berries, Citrus Dried fruit , Cooked fruit, Pineapple, Melon , Raisins Stewed apples, Peaches Apple skin, Dessert apples

Grassy, Elderflower, Vegetables Hay straw, Nutty, Cut grass Leafy, Blackcurrants, Dried grass Hazel nuts, Brazil nuts , Almonds

Cidery, Winey, Pear drops Estery, Floral, Spirituous Pungent, Banana, Solvent Acetone, Chemical, Alcoholic Burnt match, Firey

Bread dough, Fresh yeast Meat broth, Chicken soup

Cider glossary

Low alcohol cider – relates to ciders that are under 1.2% ABV

Vintage – ciders that are made from 1 years’ apple harvest, which must be labelled on the pack Fermentation – the process of turning apple juice into cider, by converting sugar into alcohol

Straw – relating to the colour of the cider, likened to straw bale

Tannins – contained in the cider fruit, similar to those found in wine, giving cider fruit its unique flavour & astringency

Astringency – is the dry, puckering mouthfeel caused by tannins founds in many fruit

Draught Cider

Medium- dry sparkling cider

Mortimer’s Orchard Cider

STYLE: A medium dry sparkling cider ABV: 5% Country of Origin: England

Sparkling, Clear and Mid-Golden

Bursting with the scent of fresh apples

A wonderfully balanced cider neither too sweet or too dry with an appley taste and long refreshing finish

Washes down a gourmet burger perfectly

Made with 100% Fresh English Apple Juice

DRAUGHT

Packaged Cider

Cider

Sandford Orchard Devon Red

STYLE: Medium ABV: 4.5% Country of Origin: UK

Clear, golden amber

Apple note with a whiff of white wine vinegar

Bitter sweet cider with aftertaste of crispy red apple skin and subtle woody tannins

Works well with rich dishes such as stews, curries, meat, pies.

Every pint of Sandford Orchards is blended from cider matured between 6 months and 3 years, to develop the rich, smooth complexity that makes it special.

PACKAGED

Old Mout Pineapple & Raspberry

STYLE: Flavoured Cider ABV: 4% Country of Origin: New Zealand

Pale orange with a hint of pink

Fruity, refreshing

Both Sweet and Sour flavours

Salad, Fresh fruit

Exotic Cider Flavours are increasing in popularity, currently experiencing 20% annual value growth

PACKAGED

Packaged Cider Old Mout Strawberry & Pomegranate

STYLE: Fruit Cider ABV: 5% Country of Origin: England

Rose Blush

Tropical Sharpness, Sweet Strawberry

Strawberry, Tropical Fruits

Light Salads, Light Dishes

OLD MOUT (rhymes with fruit) was dreamed up in New Zealand’s Moutere Valley, over 65 years ago. The epic landscapes have always been a playground for the naturally adventurous and an inspiration for our fruit Ciders.

PACKAGED

Packaged Cider

Old Mout Kiwi Fruit & Lime

STYLE: Fruit Cider ABV: 5% Country of Origin: England

Clear, Pale and Blonde

Kiwi Fruit with Citrus

Kiwi Character with Tangy Lim

Light Salads, Light Dishes

OLD MOUT (rhymes with fruit) was dreamed up in New Zealand’s Moutere Valley, over 65 years ago. The epic landscapes have always been a playground for the naturally adventurous and an inspiration for our fruit Ciders.

PACKAGED

Packaged Cider

Old Mout Berries & Cherries Non Alcoholic

STYLE: Fruit Cider ABV: 0.5% Country of Origin: England

Rose

Red fruits, Sweet Cherry

Cherry, Blackberry, Raspberry

Light Salads, Light Dishes

OLD MOUT (rhymes with fruit) was dreamed up in New Zealand’s Moutere Valley, over 65 years ago. The epic landscapes have always been a playground for the naturally adventurous and an inspiration for our fruit Ciders.

PACKAGED

Wine is the name to any alcoholic beverage made from a fermented fruit juice, usually from grapes. There are many styles of wine: Red, White, Rose, Dessert, Fortified, Sparkling, Port.. but they are all created from the same key ingredients – GRAPES – WATER - YEAST The natural chemical balance of the grapes lets them ferment without the addition of sugars, acids, enzymes or other nutrients. All the flavour, colour and palate characteristics of wine all fall down to the type and growth of the grape.

Wines of the World

Where do we make wine?

50 ⁰ N 30 ⁰ N

0 ⁰ N Equator

30 ⁰ S

50 ⁰ S

To grow good grapes for making wine we need to have enough sunlight and heat to allow the grapes to ripen properly and for the levels of natural sugar and acid (zestiness) to be balanced. If we have too much acid then the wine will taste sour and thin, if there is too much natural sugar then the wine will be too sweet. Without enough sunlight and warmth the grapes cannot ripen properly and for black grapes this could mean that they aren’t able to develop enough colour in their skins. This means that we cannot successfully grow grapes everywhere in the world and find that the ideal climates for grape growing tend to fall between 30 – 50 degrees north (known as the northern hemisphere) and south (southern hemisphere) of the equator. The amount of sunlight and warmth that a region experiences is known as its ‘climate’ – this is different to ‘weather’ which is unpredictable (like snow or hail). We can simplify wine making regions by categorising them as ‘Cool climates’ or ‘Hot Climates’ and can summarise the styles of wine we will find made there.

Wines of the World

Cool Climates e.g. Germany, Northern France

Hot Climates e.g. Australia, South Africa, Southern France Wines from hotter climates tend to be: • Mainly red wines (this is because there is enough sunlight and warmth to ripen the skins of the black grapes) • Higher in alcohol • Ripe, rich fruit flavour

Wines from cooler climates tend to be: • Mainly white wines • Higher in acidity • Refreshing • Fresh fruit flavours • Lower in alcohol

Old World – New World?

Often you will hear people talking about ‘ Old World ’ and ‘New World ’ wines. Very simply ‘Old World’ wines are those made in Europe (such as France, Italy and Spain – even England!) whilst ‘New World’ are the winemaking regions outside of Europe (USA, Australia, New Zealand).