2 pages essay. 

INTRODUCTION TO HOSPITALITY

Unit II Essay

Retail Beverage-Operation Design

Complete an essay by choosing one of the types of beverage establishments listed in your textbook, describing how to set it up and manage it in order to make the most revenue.

Your essay should consist of no less than two pages.

Please utilize your readings and any outside research to develop a viable response and/or solution. Please be sure to cite your textbook and any outside sources using the proper APA style.

Course Textbook(s)

Walker, J. R. (2013). Introduction to hospitality management (4th ed.). Upper Saddle River, NJ: Pearson.

Beverages

Chapter 5

John R. Walker

Introduction to Hospitality, 6e
and

Introduction to Hospitality Management, 4e

Introduction to Hospitality, 6e and Introduction to

Hospitality Management, 4e – Walker

© 2013 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 • All Rights Reserved

Wine

• Wine is fermented juice of grapes

• May be classified several ways

– Light beverage wines (white, rose, and red)

– Sparkling wines (best quality is champagne)

– Fortified wines (Sherry, Port, and Madeira)

• Brandy or wine alcohol is added

– Aromatic wines (Vermouths and aperitifs)

• Flavored with herbs, roots, flowers, and barks

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Light Beverage Wines

• White, red, or rose table wines are “still” (no

carbonation), light beverage wines

• In the United States, the premium wines are

named after the grape variety, such as

chardonnay and cabernet sauvignon

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Sparkling Wines

• Champagne, sparkling white wine, and sparkling

rose wine

• Champagne goes through a second

fermentation in the bottle itself—this process is

known as methode champenoise

• Champagne only comes from the Champagne

region of France

• By law, Champagne only comes from the

Champagne region of France

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Fortified and Aromatic Wines

• Fortified wines…Sherries, ports, Madeiras, and

Marsalas have brandy or wine alcohol added for

extra alcohol content. They are also sweeter

than regular wines

• Aromatic wines…are flavored with herbs, roots,

flowers, or barks. They may be sweet or dry.

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

The History of Wine

• The very first records about wine making date
back about 7,000 years

• The Greeks received the vine from the
Egyptians, and later the Romans contributed to
the popularization of wine in Europe

• The wines of yesteryear were drunk when they
were young and likely to be acidic and crude

• The most important winemaking grape variety is

the vitis vinifera.

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Making Wine

• Wine is made in 6 steps: Crushing, fermenting,

racking, maturing, filtering (fining and clarifying),

and bottling

• Red wine gains its color during the fermentation

process from the coloring pigments of the red

grape skins

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Matching Wine with Food

• White wines:

– Poultry, fish, and egg entrees

• Red wines:

– Any game or red meat

• Sparkling wines:

– Any course—from dry to sweet

• The heavier the food, the heavier the wine

• Champagne can be served throughout a

meal

• When a dish is cooked with wine it is best served with
that wine

• Sweet wines should be served with foods that are not
too sweet

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Major Wine-Growing Regions

• Europe

– France

• Bordeaux and
Burgundy

• Champagne and
Cognac

– Italy

• Chianti

– Germany

• Riesling

– Spain

• Sherry

– Portugal

• Port

• America

– California

– North and Central Coast

• Napa and Sonoma

– Great Central Valley

– Southern California

– New York

– Oregon and Washington

• Canada

• Australia

• South America

• South Africa

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

How to Read a Wine Label

• Labeling varies from country to country

• In the U.S. wines are typically labeled by their

varietal grape and include the name of the

region

• In Europe, wines tend to be labeled regionally

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Wine and Health

• A glass of wine may be beneficial to your health

• 60 Minutes focused on a phenomenon called the

French Paradox

– The French eat 30 percent more fat than

Americans, yet they suffer fewer heart attacks than

Americans. Ironically, the French drink more wine

than people of any other nationality—about 75 liters

per person a year.

– Wine attacks platelets and wine’s flushing effect

removes platelets from the artery wall.

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Sustainable Wine Production

• Organic is a term given to environmentally

friendly methods that use no chemicals or

pesticides.

• Sustainability is defined as a holistic approach to

growing and food production that respects the

environment, the ecosystem, and even society.

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Beer

• Beer is a brewed and fermented beverage made

from malted barley and other starchy cereals

and flavored with hops

• Beer is a generic term for a variety of mash-

based, yeast-fermented brewed malted

beverages that have an alcohol content mostly

between 3.8 and 8 percent.

• The term “beer” includes lager, ale, stout, and

pilsner

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

The Brewing Process

• The brewing process begins with water

• Next, grain is added in the form of malt (barley
that has been ground to a course grit)

• The grain is germinated, producing an enzyme
that converts starch into fermentable sugar—the
yeast is the fermenting agent

• The malt then goes through a hopper into a
mash tub—which is a large stainless steel or
copper container

• Here the water and grains are mixed and heated

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
The Brewing Process

• The liquid is now called wort and is filtered
through a mash filter or lauter tub

• This liquid then flows into a brewing kettle where
hops are added, and the mixture is boiled for
several hours

• The hop wort is filtered through the hop
separator, or hop jack, and is pumped through a
wort cooler flowing into a fermenting vat where
pure-culture yeast is added for fermentation

• The brew is aged for a few days prior to being
barreled for draught beer or pasteurized for
bottled or canned beer

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Organic and Craft Beers,

Microbreweries, and Brewpubs

• The USDA established the National Organic

Program in 1997

• Brewers methods for reducing their ecological

footprint are using various techniques such as:

– Efficient brewhouses

– Water treatment reducing water usage

– Recycling all paper products

– Many other ecological practices

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Spirits

• Liquid that has been fermented and distilled

• Spirits are usually consumed before or after a

meal

• They are` served straight or neat, mixed with

water, soda, juice, or cocktail mixes

• Distilled spirits are made from a fermented liquid

• Proof is the liquor’s alcohol content

– In the U.S., proof is two times the percent of alcohol

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Whiskies

• Generic name for the spirit first distilled in
Scotland and Ireland centuries ago

• Made from a fermented mash of grain to which
malt, in the form of barley, is added

• Scotch Whisky: Smokey Kilns

• Irish Whiskey: Not dried, milder

• Bourbon Whisky: Corn mixed with rye

• Canadian Whisky: From corn

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

White Spirits

• Gin:

– Made from juniper berries

• Rum:

– Light is from sugarcane

– Dark is from molasses

• Tequila:

– Agave tequilana—a type of cactus

• Vodka:

– Barley, corn, wheat, rye, or potatoes

– Lacks color, odor, and flavor

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Other Spirits

• Brandy:

– Distilled from wine in a fashion similar to that of
other spirits

• Cognac:

– Regarded as the best brandy in the world

– Only made in the Cognac region of France—where
the chalky soil and humid climate combine with
special distillation techniques

• Cocktails:

– Drinks made by mixing two or more ingredients
resulting in a blend that is pleasant to the palate—
with no single ingredient overpowering the others

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Cocktails

• The first cocktails originated in England during

the Victorian era, but it wasn’t until the 1920’s

and 1930’s that cocktails became popular.

• Cocktails are made by mixing two or more

ingredients resulting in a blend that is pleasant

to the palate

– Wine, liquor, or juices

• Cocktails can stimulate the appetite or provide

the perfect conclusion to a fine meal

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Non-alcoholic Beverages

• Overall consumption of alcohol has decreased in

recent years, with spirits declining the most

• Nonalcoholic Beverages include:

– Nonalcoholic beer and wine

– Coffee

– Tea

– Carbonated soft drinks and energy drinks

– Juices

– Bottled water

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Bars and Beverage Operations

• Bar Setup:

– Physical setup of the bar is critical to its
overall effectiveness

– Each station should have everything it needs
to respond to most, if not all, requests

• Inventory Control:

– The better the control system, the less likely it
is that there will be a loss

– The beverage operation manager needs to
establish what the expected results will be

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Bars and Beverage Operations

• Beverage Management Technology:

– Technology for beverage management has
improved with products from companies such
as:
• Scannabar and AZ Bar America POS

• Personnel Procedures:

– Procedures for screening and hiring bar
personnel

– Employees must be experienced in
bartending and cocktail serving and also must
be honest

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Restaurant and Hotel Bars

• In restaurants, the bar is often used as a holding area to
allow guests to enjoy a cocktail or aperitif before dinner

– The profit margin from beverages is higher than the
food profit margin

• Bars carry a range of each spirit, from well (least
expensive) to call (most expensive) packages

• Most bars operate on some form of par stock level,
which means that for every spirit bottle in use, there is a
minimum par stock level of one, two, or more bottles
available as a backup

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Nightclubs

• A popular place to go to get away from the
stresses of everyday life for a long time

• A risky business

• Requires a considerable time commitment

• Owners should study demographics, market
attitude, and social dynamics

• A new concept is critical to success

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Brewpubs and Microbreweries

• Combination brewery and pub or restaurant that

brews its own fresh beer on-site to meet the

taste of local customers

• Produces a wide variety of ales, lagers, and

other beers—the quality of which depends

largely on the quality of the raw materials and

the skill of the brewer

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Sports Bars

• Geared toward a more diverse base of patrons

• People’s tastes have changed, causing sports
bars to now offer a more diverse menu

• More family oriented:

– Now offering games and family-friendly menus

• Satellite television coverage of the top sporting
events helps sports bars to draw crowds

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Coffee Shops

• Originally were created based on the model of

Italian bars

• Students as well as businesspeople find

coffeehouses a place to relax, discuss, socialize,

and study

• Wireless cafes offering Internet accessibility are

a recent trend in the coffeehouse sector

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Liquor Liability and the Law

• The bar is liable if:

– They serve a minor.

– They serve a person who is intoxicated.

• Dram shop law:

– Made owners and operators of drinking

establishments liable for injuries caused by

intoxicated customers

• Some states have reverted back to the

eighteenth-century common law which removes

liability from vendors except in cases involving

minors

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

Trends

• The comeback of cocktails

• Designer bottled water

• Microbreweries

• More wine consumption

• Increase in coffeehouses and coffee intake

• Increased awareness and action to avoid

irresponsible alcoholic beverage consumption

• An increase in beverages to attract more female

participation

• An increase in the number and variety of

“energy drinks”

Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e – Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

The End