Table of Content

1.         The Origins and Beverage Trends

2.         Introduction to Wine and Service

3.         Viticulture: Outside in the Vineyard

4.         Enology: Inside the Winery 

5.         The Wine Styling Approach: White Wines

6.         The Wine Styling Approach: Red Wines

7          Other Wines: Sparkling, Fortified, and Dessert Wines 

8.         The Brewery: Beer Production and Service

9.         Beer Styles: Ales and Lagers of the World

10.        Sake, Cider, and Mead

11.        The Distillery: Spirits and Liqueurs of the World

12.        Mixology: The Art and Science of the Cocktails

13         Coffee and Tea

14.        Constructing the Beverage Concept

15.        Managing for Profit 

16.        Marketing the Beverage Establishment

Appendix A: The Science of Fermentation

Appendix B: Alcohol Safety and Liability 

Appendix C: Sensory Analysis 

Appendix D: Drink and Food Pairing 

Appendix E: Lexicon of Beverage Terms 
 

Salient Features

• Presents the history of alcohol from its beginning to the present, illustrating the origin and roles these beverages have played as they have evolved over time.
• Looks at the latest trends in beverage popularity and use, including:
o NEW! A new opening chapter on beverage trend and fads as they relate to the strategic mindset of the beverage manager (Chapter 1).
o NEW! A new chapter on sake, cider, and mead (Chapter 10)-beverages that have seen immense growth over the past 5 years.
o NEW! A new chapter on coffee and tea (Chapter 13)-the two most profitable beverages in the industry.
o The current trend and pertinent wine topic of ""Green Friendly"" viticulture and enology including Sustainable, Organic, and Biodynamics.  
• Discusses alcohol safety as it relates to lessening the liability of the beverage establishment.
• Illustrates wine by the wine-styling approach, rather than by region or country, showing readers the most important methods for communicating wine to others:
o NEW! Expanded coverage of grape varietals as they relate to white and red wine styling categories. (Chapter 4)
• Presents beers by two major categories with their style derivatives, rather than color and flavor.
• Breaks spirits into aged and non-aged categories to simplify the process and make it easier to understand the significant spirits and liquors.
• Explains management and marketing of beverage operations clearly, discussing such important information as building and sustaining a profitable beverage program.
• Provides beverage managers with invaluable information to use with customers and employees, such as:
o NEW! 22 additional classic cocktail recipes tested by mixologist Kai Wilson (Chapter 12).
o Greater emphasis on beverage and food pairing (Appendix C) as a foundation to use in training service staff.
• Presents useful concepts beverage managers can incorporate into their daily tasks of educating and communicating to their employees or making key business decisions.
• Enlightens and instills a greater appreciation about wines, beers, and spirits.
• Includes numerous features that attract, engage, and navigate the visual, auditory, and kinesthetic learner, including:
o Clearly stated chapter learning objectives-roadmaps for each chapter to help readers track learning.
o Terms from the beverage world highlighted within the text, along with phonetic spelling to assist the reader in ease of communication.
o Check Your Knowledge quizzes at the end of each chapter for assessing comprehension and retention of important chapter topics, including discussion questions that encourage in-class discussion.
o A selection of recorded podcasts that can be downloaded, available at www.johnlaloganes.com.
"