LITERATURE REVIEW

This internet reference http://www.slideshare.net/arindam_das is describes

about the kingfisher history.

Parent company of Kingfisher, United breweries was established in 1857 with the
name Castle breweries. It was renamed to United Breweries in 1915 and started
manufacturing beer from the year 1944 under the label Exports Beer. UB group
started exporting beer to Middle-East from 1974 and in the year 1978 it launched
Kingfisher brand. Market Position: It is the largest selling brand in India and
commands more than 30% share in the beer market. In 2005-2006 it recorded 28%
growth. Target markets: Kingfisher has two different products for different market
segments. Kingfisher Mild (Alcohol<4%) Kingfisher Strong (Alcohol>4%) •
Youth who drink for fun • Those who want to light beer to • First-time drinkers
who drink for something stonger experience • Regular drinkers who prefer stronger
• Urban women who prefer to drink light flavour Product No. 1 selling product in
its segment. Good quality raw material is used to maintain the quality standards.
Consistency of product quality is high. Always tastes fresh due to good quality and
well developed distribution network. Hangover due to heavy consumption is very
mild. Place It is available throughout India, and is dominant particularly in South
and West India. UB has 16 company-owned breweries apart from nine contract
breweries in 20 different locations across the country. Kingfisher also has a
presence in 60 countries. Kingfisher also has an online marketing system. Any
consumer can go to www.Kingfishernetshop.com and get their beer- a mini mum
of six bottles home delivered. This move has been a big draw with info tech
professionals and district women drinkers. It also has some sixteen hundred shops
apart from pubs and bars. Better retailing outlets are also 6 to be opened under the
Kingfisher Brand. Page Kingfisher also has tie-ups with large department stores
like ‘Foodworld’ for retailing its Beers.

Book: The complete Encyclopedia of Beer

(An expert and comprehensive directory to the beers of the world)

Author: B. Verhoef

In this book, the complete encyclopedia of beer, the author described about the
brewing process and the history of beer.

This reference book also contains lots of interesting facts over eight hundred beer
brands and their breweries and many beautiful photos of bottles, cans and labels.
As well as beers from the main beer countries such as Germany, England, The
Czech Republic and Belgium. You will also find beers from the smaller and less
well- known ones, such as Fine land, Italy, and Spain, and of course the
Netherlands is also given the comprehensive coverage in this review.

This internet reference http://www.kingfisherworld.com/corporate/corporate-

brand.htm is described about the kingfisher beer.

The Beer brands manufactured and marketed by United Breweries Ltd have always
been recognized for their international quality. That's Beer at its best for the
discerning consumer!

Kingfisher, the bird is known for its keen instinct, and perfect aim. It zeros
on its target with unfaltering focus. It is a very vibrantly coloured bird. All
of its colours represent energy, youthfulness, enthusiasm, freedom with a
touch of formality and discipline. No wonder, that this bird with an eye for
right focus and an aim for succeeding in its attempt became the mascot for
The Kingfisher brand of Beer from the stables of UB group.
Since the launch, Kingfisher Beer has become one of the largest selling beer
brands in the world. "It's flying" and the mood is upbeat - both within the
Company and among consumers.

The new look designed by the UK based packaging specialists, Claessens, is

representative of the brand in full flight, in a supportive environment. It
reflects the energy, youthfullness and freedom that are characteristic of the
brand's target consumer and reiterates its contemporary positioning.

This internet reference http://www.crc.dk/flab/qulity.htm is describes about

the standard maintaining of kingfisher beer.

The finished beer is either bottled, canned or filled into kegs. It may be tunnel
pasteurised, flash pasteurised or aseptically bottled. In either case the beer must
appear fresh, bright and without faults to the customer and hence the quality is a
matter of great concern. The beer must also be free from micro-organisms to
ensure wholesomeness and biological stability. The ethanol content must obey
fiscal rules but is also of major importance for the flavour of the beer. This is
further influenced by a wide range of compounds that may be present in even very
small amounts. Visually the finished beer must form a nice foam on pouring, it
must have an attractive colour.

Despite use of the choicest raw materials and careful brewing performance the beer
is a fragile liquid, especially when not stored cold. The fine balanced aroma of
fresh beer is eventually replaced by a less attractive smell and likewise the taste
deteriorates. The basis for this decay is a matter of intense research.

This internet reference http://www.crc.dk/flab/quality.htm is describes about

the quality control of beer.

The quality control group of the Kingfisher Research Laboratory performs

analyses of water, barley, maize, hop products, wort and beer from the kingfisher
Breweries and its affiliated breweries in order to ensure that the products are of the
highest quality all over the world.

Routine analyses of the composition of the raw materials used in the malting and
brewing processes aim to assist quality control. Additional analyses are performed
to detect trace amounts of undesirable compounds such as pesticides to confirm
that they are not present in the raw materials used in production. Detection
methods for genetically modified raw materials such as maize kernels are also
established.

This internet reference http://en.wikipedia.org/wiki/Beer is describes about

the beer.

Beer is the world's oldest and most widely consumed alcoholic beverage and the
third most popular drink overall after water and tea. It is produced by
the brewing and fermentation of starches, mainly derived from cereal grains—most
commonly malted barley, although wheat, maize (corn), and rice are widely used.
Most beer is flavoured with hops, which add bitterness and act as a
natural preservative, though other flavourings such as herbs or fruit may
occasionally be included.

Some of humanity's earliest known writings refer to the production and distribution
of beer: the Code of Hammurabi included laws regulating beer and beer
parlours, and "The Hymn to Ninkasi," a prayer to the Mesopotamian goddess of
beer, served as both a prayer and as a method of remembering the recipe for beer in
a culture with few literate people. Today, the brewing industry is a global business,
consisting of several dominant multinational companies and many thousands of
smaller producers ranging from brewpubs to regional breweries.

The basics of brewing beer are shared across national and cultural boundaries.
Beers are commonly categorized into two main types—the globally popularpale
lagers, and the regionally distinct ales, which are further categorised into
other varieties such as pale ale, stout and brown ale. The strength of beer is usually
around 4% to 6% alcohol by volume (abv.) though may range from less than 1%
abv., to over 20% abv. in rare cases.

This internet reference http://goindia.about.com/od/nightlife/tp/top-indian-

beers.htm is described about the introduction to kingfisher beer.

The Indian beer industry is booming, and a visit to India wouldn't be complete
without trying some of the top Indian beers on offer.

Beer was introduced into India by the British, who eventually set up a brewery that
produced Asia's first beer -- a pale ale called Lion. However, these days, lager is
the only type of beer you'll find available in India. It comes in two strengths -- mild
(around 5% alcohol) and a generous strong (6-8% alcohol). Depending on the
place, a large 650 ml bottle of beer will cost you between 50-70 rupees ($1-1.50) at
a liquor store, and double or triple that at a bar

Kingfisher, "The King of Good Times", is India's most recognized and widely
available beer. Its name has been associated with sports, fashion, and even an
airline. The beer itself is a light tasting, easy drinking beer with plenty of malt. It
goes down really well -- if not a little too well at times! Kingfisher Strong,
containing around 8% alcohol, is fast growing in popularity and has more flavor
than the regular Kingfisher Premium, which has 4.8% alcohol. Another variation is
Kingfisher Blue, marketed at the young and trendy. This is also a strong beer with
around 8% alcohol but it has a very light watery taste.

This internet reference

http://www.indianmba.com/Faculty_Column/FC519/fc519.html is described
about the growth of kingfisher beer in the market.

UB (United Breweries Ltd.) is the market leader in the Indian beer market with a
40% market share. Its flagship Kingfisher brand alone commands 25% market
share. The company has however been focussing on strong beer, which has driven
growth. The company introduced its strong beer, Kingfisher Strong during the year
2000 in the selected market of Maharashtra and Karnataka. The move came as a
reactive move following increasing shift of consumers towards strong beer, a trend
started by Shaw Wallace. While the overall market grew marginally by 2%, the
strong beer market grew at 8-10% during the year at the expense of lager beer. The
market is now skewed towards strong beer with more than 60% of the market
being strong beer market.
Beer mix today is approximately 60 percent lager beer and 40 percent strong beer.
This ratio was very different 4 years ago. Over the last four years strong beer has
been the fastest growing segment. This was completely usurped by Shaw Wallace.
As of today while Shaw Wallace has approximately 28 to 30 percent of the strong
beer market, UB already has achieved 14 to 15 percent of that strong beer market
and is growing very fast. It launched Kingfisher Strong only in May of 2001. And
once it is able to takeKingfisher Strong national, it will try to match Shaw
Wallace's market share over the next few years.

Apart from Kingfisher, and Foster's Beer, the other brands in the Indian market
are Carling Black Label, Carlsberg, Dansberg, Golden Eagle, Guru, Maharaja
Premium Lager, Haake Beck, Haywards 2000 Beer, Haywards 5000, Haywards
skol, Flying Horse Royal Lager, Taj Mahal, Heinekin, Hi-Five, Ice, Kingfisher
Diet, Kingfisher Strong, Kirin, KnockOut, Legend, London Diet, London Draft,
London Pilsner, Royal Challenge, San Miguel Lager, Sand Piper,
Strohs and Zingaro.

This internet reference

http://www.indianmba.com/Faculty_Column/FC519/fc519.html is described
about the beer market in India.

The Indian beer market was estimated to be 6.7 million hectoliters (hl) in 2002-03.
As seen in figure 1, beer consumption has been growing rapidly at a CAGR
(Compound Annual Growth Rate) of 7 per cent over the last 9 years, while growth
in 2002-03 was 11 per cent.
Indian growth rates compare favorably with the global beer industry, which grew
by about 2.6 per cent in 2001-02 Apart from providing strong growth, India also
provides attractive profit margins due to the consolidated nature of the industry – a
comparison between China and India, for example, reveals that the Chinese beer
market is marked by intense competition, with several players being marginalized.
In China there are about 400 brewers, of which the top 10 account for only 45 per
cent of the market. This has resulted in low profit margins for the Chinese beer
players. In contrast, the top two beer players in India account for about 75 per cent
of beer sales in India and the industry stands a chance to see more consolidation in
the near future. The effect of this consolidation can be seen in the fact that beer
prices in India rarely go down with the competitive pressures of new product or
brand launches. In the past, whenever beer prices have gone down, it has been due
to either the lowering of duties by the government or the deregulation of
distribution (leading to lower margins for the distribution channel partners). In
neither scenario have the margins or revenues of beer manufacturers been affected.

In the website http://hywelsbiglog.wordpress.com/2008/05/31/beer-review-

kingfisher-premium-lager-beer/, it says about premium lager beer is that;

Around the top border, it reads “India’s Premium Lager”. And around the bottom
border, “The Finest Malted Barley & Hops”. No, wait, that’s not special at all.
Maybe it’s the alcoholic volume? Next to the “330ml”, an in tiny writing, we’re
informed that this has 4.8% volume. At 0.2% less than both Cobra and Tiger,
that’s not working to Kingfisher’s favour either.
Under all of that though, is one small detail that does raise Kingfisher above it’s
Indian counterparts. It’s heritage. Dating to 1857, that blows its twentieth century
competition out of the water.

The back label holds a few more interesting facts. Some in it’s favour, some not.

First, it tells us that Kingfisher is the world’s number-one selling Indian lager. A
surprise to me. Especially as I hardly ever see Kingfisher on sale anywhere. Then
we’re told that Kingfisher has won “several international awards for its quality and
taste”. Again though, we don’t know what they were. Come on, tell us what
awards you won exactly.

Then, we learn that Kingfisher is a brand of the glamorously named United

Breweries Group of Bangalore, India. Sadly, here’s were the news turns
sour. Kingfisher wasn’t imported. Instead, it’s been brewed and bottled under
license by Shepherd Neame of Faversham in Kent. The same Shepherd
Neame behind the rather good Bishops Finger and Spitfire Kentish Ales. I hope
they’ve not skimped on the quality just because it isn’t their name on the front of
the bottle. This could be quite good after all

This internet reference http://en.wikipedia.org/wiki/Draught_beer is

described about the kingfisher draught beer.

Kingfisher draught beer also known as draft beer or tap beer has several related
though slightly different understandings. Most references to draught beer are
to filtered beer that has been served from a pressurized container, such as a keg or
a widget can. A narrower meaning, beer that is served from a keg (or tap), but not
from a can, bottle or cask, is also used. A more traditional definition is beer that is
served from a large container, which could be either a keg or a cask. The different
understandings may at times overlap and cause confusion. Some traditionalists
object to the more modern use of the word when applied to canned beer. The slight
usage differences of the term are due to the history and development of beer
dispensing.

Book: Grossman’s guide to wine, beers, and spirits (Seventh revised edition)

Author: Harold J. Grossman

In this book, the Grossman’s guide to wines, beers and spirits, revised by harriet
lembeck, the author describes about the handling packaged beer.

The author says that bottled beer should be stored in a dark, cool place. Beer
exposed to the direct rays of the sun in a shop window for display cannot be used,
as beer is extremely sensitive to light and will, after only a few moments,
commonly called skunky. It may also become cloudy. This is caused by a
substance in the hops that is sensitive. If the hops are treated with the hydrogen, the
skunky producing elements will be eliminated. Beer in cans is not affected by light,
but it should be kept in a cool place. In the home beer should be stored in the
lowest, coolest part of the refrigerator. Storing bottle and canned beer in the door
shelf of a refrigerator is risky because the constant jostling and the drafts of warm
air from the kitchen could hasten beer’s deterioration.

This internet reference http://en.wikipedia.org/wiki/Lager is described about

the kingfisher lager beer.
Lager is a type of beer that is brewed using bottom-fermenting yeast at lower
temperatures and for longer durations than those typically used to brew ales. In
German, the term "lager" refers to storing a beer at cool temperatures and does not
necessarily imply bottom-fermentation. Pilsner, Bock, Export and Märzen are all
styles of lager. Pale lager is the most widely-consumed and commercially available
style of beer in the world.

In this website http://draughtquality.org/f/DBQM_Full.pdf, it describes about

quality of draught beer.

Properly designed and appropriately operated, your draught system pours perfect
draught beer from its faucets. But the consumer’s experience can still be ruined by
improper pouring, glass residue and unsanitary practices. In this chapter, we
review the serving practices required to deliver high quality draught beer. To
achieve the qualities the brewer intended, beer must be served following specific
conditions and techniques. Let’s review some of the critical conditions necessary
for proper draught dispense.

• Beer stored between 34° - 38ºF

• Beer served between 38° - 44ºF

• To accomplish this, the glycol cooling the beer lines in a long-draw system
should be set to 27º - 32ºF.

• Balanced draught settings (pressure = resistance)

• Normal fl ow rate of 2 ounces per second.

Book: The bar and beverage book (Third edition)

Authors: Costas Katsigris,

Mary porter,

Chris Thomas.

In this book, the bar and beverage book, the authors describe about the industry
trends of beer.

The authors says that the blend, light bodied lagers of today’s giant brewing
companies may still dominate the beer market, but there is a persistent and
growing interest in specialty beers and imported beers from a very active
international brewing scene. We have already established that today’s consumer is
willing to experiment with new and different products, is willing to pay a higher
price for them, and may well be more sophisticated than the prototypical beer
drinker of the past.

They also says that the fueling the trend toward increasing availability of what are
termed craft beers, made by people who consider brewing as much an art form as
science. In contrast to the standard American beers and many of the imports, these
hand crafted brands are typically rich, hearty, colorful, aromatic brews that range
from European style beers to specialties developed by the individual brewer. While
the national giants are locked into their own rigid formulas and images, most craft
brewers tried to capitalize on trend by introducing their own, fuller – flavored
products or by purchasing or contracting with smaller breweries to sell their
specialty beers.
Book: Beer Basics

(a quick and easy guide)

Author: Peter Lafrance

(He was the formerly the editor /publisher of ‘On Tap’ and senior editor of
beverage media.)

In this book, the beer basics, the author Peter Lafrance describes about the tasting
of beer.

He says that the most important thing to remember about the setting up a beer
tasting is that it should be fun. Of course, there is serious side learning about the
craft or brewing beer and appreciating a well brewed beer, but the only real reason
to go to all the trouble of setting up a tasting is to enjoy good beer with good
friends. Sharing your impressions of beers and even keeping notes, so that you
know what you liked and did not like about a beer, can become a regular event
among beer aficionados. It is actually a lot more fun than just sitting around
drinking for effect especially the next morning.

The author also says that beer can be evaluate for the following characteristics-
appearance, bouquet, taste, after taste and overall impression- you should present
the beers to their best advantage. This means having enough beer clean glasses on
hand for everyone taking part. If you do not have the massive collection of glasses
so that each beer is served in the glass specifically designed for it, the best glasses
to use are what are called burgundy glasses.
Book: The bar and beverage books (Fourth addition)

Author: Costas katsigris,

Chris Thomas.

In this book the bar and beverage book, the author describes about the on premise
beer promotions.

The authors say that bars have an advantage over many off premise locations when
it comes to beer sales, in that the bar sells one serving at a time. The customer
doesn’t have to make the commitment to a full six packs or case and might be
willing to sample new products. At a bar the guest is more likely to try something
at the suggestion of the server or bartender. Image also plays an important role.
Customers will often migrate to a higher image beer if they want to impress the
people they are with. Other guests do so to treat themselves to something more
upscale than they would select at a supermarket or convenience store.

The authors also describes that all of these gives a bar a chance to increase profit,
brand awareness and loyalty, but only if the product is visible at the point of
purchase. Common ways that bars advertise their wares on premises are Tap
handles, lists and menus, table tents, beer coasters, neon signs and logos.

Book: The world encyclopedia of beer

Author: Brian Glover

In this book, the world encyclopedia of beer the author describes about history of
beer.
The author says that beer has always been the drink of the people. Malt and hops
may not have inspired as many precious pens as the noble grape, but they have
always provided good company. Beer is much more sociable. It is the best long
drink in the world.

He has given the brief description about the first brewers, civilizing influence, the
Sumerians and Babylonians, documented brewing methods, tastes of the past, the
brewers of ancient Egypt, the end of tradition.

The author also describes about the brewing industry, it has changed
fundamentally since the early medieval ala wives brewed from their kitchens and it
has been affected by the advances in technology sparked by the industrial
revolution of the 19th century and continuing innovation of the 20th century. It has
developed into one of the largest and most modern multinational industries. Beer is
shipped all around the globe and large companies produce their brews thousands of
miles from home.

Book: Cooking and eating with beer

Author: Peter Lafrance

(Is a consultant to restaurants and beverage companies on bar)

In this book, cooking and eating with beer, the author describes about the beer
menus and cooking with beer.

He says that beer has once again caught the popular imagination with an explosion
of micro breweries, brew pubs, and restaurants producing brew based on every
distinctive style of beer known in the world. From ethereal, straw colored lagers to
deep, garnet colored pale ales, these beer challenge the palette with an
extraordinary range of flavor and character.

He also explains about the essential principle of matching the right beer with the
right food, and unlocks the many exciting possibilities of cooking with beer. It
features the expertise of over 50 chefs, brew masters and restaurants from leading
North American restaurants who share with you their special tips, techniques and
recipes for using beer successfully in the kitchen and on the table.

Book: The international book of beer

(a guide to the world’s most popular drink)

Author: Barrie pepper

In the book, the international book of beer the author describes about the
preparation, packaging and distinct qualities of a wide variety of beers on
worldwide basis.

The author says that beer is an always has been a truly international beverage. Like
wine, its taste and reputation for transcends mere geographical boundaries and also
like wine, the sheer variety of beer now available bewilderingly profuse. Whether
its areal ale from the united kingdom, a light beer from the united states or a
designer lager from France or Italy, beer drinking enthusiastic the world over are
just as keen, dedicated and knowledgeable as any connoisseur of fine wine.
This book gives a full account of the history of beer and the exact science of
brewing, complete glossary of beer terminology and a fascinating and possible
controversial list of what the author considers to be the world’s top ten beers.

Book: The waiter’s hand book

Author’s: Graham Brown

Karon Hepner

In this book the author’s Graham Brown and Karon Hepner describes about the
beer making process.

The author’s says that beer is made from fermented green by the process called
brewing. The traditional ingredients are malt, yeast, hops and water. Beer is the
general term for ales, lagers and stouts. Ales and lagers are made by different
techniques of fermentation. Ales are top fermented where as lagers are bottom
fermented. In general lagers are paler and more highly carbonated than the ales.
Most Australian beers are lager. Stout is a dark heavy beer. Draught beer is drawn
from a keg, rather than bottled or canned.

They also say that the Australian beers often carry confusing labels, for example:
pale a lager can be described as ale and a bottled or canned beer may be described
as genuine draught.

Book: Restaurant service basics

Authors: Sondra. J. Dahmer

Kurt.w. Kahl

In this book Restaurant service basics, the author describes about the types of beer
and procedure of serving beer.

The author says that beer is a term referring to a brewed alcoholic beverage made
from fermented barley, malt, hops, yeast and water with an alcoholic strength of 2
to 6 percent.

They also described that United States, most of the beer consumed is a lager beer, a
generic term for a pale, aged brew introduced from Germany during the middle of
the nineteenth century. In addition to malt, other grains such as corn and rice are
frequently used to give lager its light body. All lager beers are aged by storing
them for several months before putting them into bottles, cans or kegs.

The author has briefly elaborated the procedure for serving beer. They says that
beer goes well with almost any food served in a restaurant except sweets. Beer may
be served before meal with the appetizer, during the meal and as a beverage any
time. The glass is placed on the table to the right and below the water glass and the
beer is poured for the guest.

Book: Food and Beverage Service

Author’s: Anil Sagar

Deepak Gaur
( Instructor of basic training center, Pusa, New Delhi.

In this book the author describes about the material required to make beer and
brewing process and also describes about beer.

They say that beer is an alcoholic beverage obtained by the fermentation of cereal.
Brewing is an old as human record Sumerian, Babylonian, Assyrian, Egyptian
record dating back to 6000 years to this fact that brewing was well established at
the dawn of civilization. It is very good in summer. It gives refreshing. The
alcoholic content is between 3percent to 5percent only.

They also described about the how beer is served. On the demand of the guest
waiter has to show the bottle to the guest before opening. When the guest is
allowing you to serve the beer then you can serve the beer in the beer goblet or
beer mug, the beer gently down the side of the glass. In case the beer is over
chilled, enough froth does not form in the glass when produced.

They also say that if the guest complained that the beer is flat shake the bottle
lightly, froth will come up and this proves that the beer is not flat.

Book: Food and Beverage Service

Author: Vijay Dhawan

In this book the author Vijay Dhawan has described about the types of Indian
beers.

He says that Indian beer bottle capacity is 650ml. He also given the various types
of Indian beer, they are Kingfisher, UB(united breweries), Golden Eagle, Birdie,
Rosy Pelican, Black Partridge, Gymkhana, Guru, Black Label, Thunderbolt, and
others.

The author also explains the contents which are appeared in beer. The beer
contents 89-91% water by weight, 3.5% alcohol, carbohydrates, sugar or dextrin 3-
4%, protein 0.4-0.5%, carbon dioxide gas 0.4-0.5%, minerals, salts 0.2% by
weight.

The author briefly elaborated the basic raw material required for beer, they are
barley, malt, sugar, yeast, hops and liquor.

Book: Food and Beverage Service (Fourth Edition)

Authors:

Dennis. R. Lillicrap

(Senior lecturer, department of hotel and catering operations, Polytechnic of

West London)

John. A. Cousins

(Head of department of hotel and catering management, Polytechnic of West

London)
In this book the authors Dennis. R. Lillycrap and john. A. cousins has describes
about the bottling of beer.

They says that the object of the bottling is to supply a beer which is consistent in
the flavor and character and will remain in good condition for a reasonable length
of time. Bottled beer may be classified basically into two groups.

The authors also describe immediately before and bottling the beer is stored at a
constant temperature of 13-15c. During this maturing period a slight deposit may
form. It is stored at a constant temperature, namely 13-15c. If the temperature is
any colder than a haze may appear. Some bottled beer is subjected to a slowly
rising temperature up to 60c for 18 minutes and then slowly cooled again. This
suppresses all the organisms that may be present in the beer and allows the beer to
remain in a sound condition over a longer period of time.

Book: Food and Beverage Service (Seventh Edition)

Authors: Dennis Lillicrap

John Cousins

Thames valley university, Ealing, London and slough,Berkshire.

Robert Smith

Birmingham College of food, tourism and creative studies.

In this book the food and beverage service, seventh edition. The authors describes
about the fault in beer.

The authors say that although thunder has been known to cause a secondary

fermentation in beer there by affecting its clarity, faults can usually be

attributed to poor cellar management. The authors also explains about the

common faults in beer, they are Cloudy beer, Flat beer, Sour beer, Foreign

bodies.

The authors have briefly elaborated the faults in beer. Cloudy beer may be

due to too low a temperature in the cellar or more often may result from the

beer pipes having not being cleaned properly. Flat beer may result when a

wrong spile has been used –a hard spile builds up the pressure, a soft spile releases
the pressure. When the cellar temperature is too low, but often becomes dull
&lifeless. Dirty glasses and those which have been refilled for a customer who has
been eating food will also cause beer to go flat. Sour beer may cause due to lack of
business resulting in the beer being left on ullage for too long, sournell may also be
caused by adding stale beer to a new calk, or by beer coming in contact with old
deposits of yeast that have become lodged in the pipeline of the cellar. Foreign
bodies maybe the result of production or operation slip-ups.

Book: hotel and catering studies

Author: Ursula johns

In this book the author Ursula johns describes about the beer, how it is made,
stored, filtered etc.

The author says that the beer should be served in well-ventilated, cleans cellos at a
constant temperature of 13’c. If traditional carks are used they should be placed on
trestles and allowed for rest for 24 hours often transportation to settle the beer. The
barrels are taped and spiles are inserted to control the air when the contents are
withdrawn.

He also explained that in modern metal kegs, the beer is pressurized with
carbon dioxide to assist the flow of beer. All pipes and pumps should be absolutely
clear to avoid contaminating the beer & also altering the flavor. The bottled beer
should be allowed 24 hours ton settles before being served to the customers. Beer
is served in imperial pints or half pint measures.

The author says that beer should be carefully powered against the side
of the glasses to ensure that the only a small head of forth is created.

Book: modern restaurant service (a manual for students and practitioners)

Author: john fuller

In this book the modern restaurant service, the author describes about the
service procedure of beer.
 The author says that the bottled beers are served from 3dl bottles and poured
into a 3 ¾ dl glass. They are served with the Head or collar. Serve without a delay
so that a full Head remains.

He also tells that the English draughts are served at normal cool cellar
temperature. Lager beers are always served chilled. The author that the draught
beers are served in half pints or pints must be served in glasses, mugs or tankards
bearing the official crown marking and quality must be full to the mark.

In this internet reference http://www.sabmiller.in/about_business.html is

described about the Beer Industry in India.
India has the largest population of beer drinkers in the world. Beer on the other
hand is a different story with Per capita consumption in India is hovering around a
measly 0.8 liters per annum. These figures pale into insignificance if one compares
them with those of Czech Republic that has the highest per capita consumption of
156.9 liters per annum. Per capita consumption is directly related to the taxation,
according to an industry observer. For instance, in Maharashtra there is a direct
100% excise duty on Beer. An equivalent 650 ml bottle is available for
approximately Rs 8 in China. Rising income levels: India is home to nearly one-
sixth of the global population and is one of the most attractive consumer markets in
the world today.
Being the most attractive new market all most all the major beer brands have
entered the Indian market in last few years changing age profile: As a
consequence of the high birth rates prevalent until the 1990s, a large
proportion of the Indian population is in the age group of 20-34 years. This age
group is the most appropriate target for beer marketers.
 This population trend will give a further boost to the growth of beer
consumption in India. Urban consumers become more exposed to western
lifestyles, through overseas travel and the media, their attitude towards alcohol
is relaxing the greatest evidence of this trend is the increase in beer
consumption among women. More and more women are consuming beer.

Book: The complete guide to Beer

Author: Brian Glover

In this book, the complete guide to beer, the author describes about the beer
drinking.

He says that asking for a beer is a vague statement of intent. Many take beer for
granted, assuming that a glass has little to offer beyond quenching a thirst and
providing intoxication. But beer is much more than a chilled pilsner on a hot day.
You should never rush a good beer.

The author also says that the anticipation is the part of enjoyment. Take the trouble
to pour the beer carefully into a clean glass, ensuring a reasonable head. First drink
with your eyes and appreciate the colors in your beer. Don’t necessarily worry if
the beer is not sparkling and bright. Some brews, yeasty wheat beers from
Germany. Some have a subtle scent, others can be almost overpowering, but all
should be enticing. At last let the beer flow right over your tongue to pick up all
the different taste sensations. Then swallow and wait. Savors and flavors left
behind. A good beer should linger long on the palate. The taste should not be
strangled in your throat.

He also says that the best beer of most styles is on draught and the closer the pub
or bars to the brewery, the better the beer. It is at the heart of the community in
many countries. There is a beer for almost every occasions – ice cold lager is
perfect for the beach.

This internet reference http://www.answerbag.com/q_view/829056 is

described about why people like to have beer.

The author Kevisaurus is says that it would be difficult for one beer drinker to
speculate on the motivation behind drinking a beer due to the fact that there are
many beer drinkers with different reasons for enjoying drinking beer. I will
however, offer some insight as to what my observations have been having enjoyed
beer in many different environments with many different types of individuals. I
have found that there are individuals who enjoy having a beer or two; they enjoy
the taste as well as the relaxing effect of the alcohol. They do not appear to
consume the beer purely for the physical effect, they actually enjoy the taste, and
in many cases it seems as though the taste of beer to them, is reminiscent of a hard
day’s work that has come to an end, or a project which has finally been completed.
It is not abused, for the alcohol, but enjoyed for those other reasons I mentioned as
well. I on the other hand, am the type of person who correlates the taste of beer
with the physical effect it will have once I have consumed a healthy amount, and
although I may not enjoy the flavor of a particular beer, I will press on and finish
it, because I seek the effect of the alcohol. That is why I would not be suited to
answer this question on behalf of all beer drinkers, our motivations and reasons for
enjoying beer differ, they range from enjoying the taste, to enjoying the effects, as
well as a combination of the two.