FIELD ACTIVATION TRAINING MANUAL BEER BEER Definition An

FIELD ACTIVATION TRAINING MANUAL BEER

BEER Definition: An alcoholic drink made from yeast-fermented malt flavored with hops. Beer is made from four basic ingredients: • Barley • Water • Hops • Yeast Beer is produced in four major stages: • Malting • Mashing • Fermenting • Bottling 2 All information is confidential and property of MKTG INC.

BEER CATEGORIES & STYLES ALL INFORMATION IS CONFIDENTIAL AND PROPERTY OF MKTG INC

BEER CATEGORIES While beer styles continue to grow, most fall under two main categories Ales Lagers • • Typically light in color, the flavor of lagers is usually mild, and the producers often recommend that the beers be served refrigerated. Uses bottom-fermenting yeasts and is fermented and conditioned at low temperatures • Vary in flavor, color and composition and often incorporate high or low use of hops or fruits to impart stronger flavor profiles. • The shorter fermentation typically leaves a sweet, full-bodied and fruity taste along with a darker color. • Uses top-fermenting yeasts and is fermented and conditioned at warmer temperatures over a shorter time-span. 4 All information is confidential and property of MKTG INC.

LAGER STYLES American Pale Lager – a lager yellow in color, these beers will display a broader depth of malt flavor and a more complex bitterness over other lagers. • Examples: Guinness Blonde American Lager, Yeungling, Budweiser European Pale Lager – light gold in color, these lagers offer significant hop flavor, bitterness is moderate, and both are backed by a solid malt body and sweetish notes • Examples: Harp, Stella Artois, Heineken Premium Lager – a beer that straddles between the mainstream Pale Lager and Pilsner, typically a deep gold bronze color, and distinct influence of malt and hops • Examples: Red Stripe, Kingfisher, Grolsch 5 All information is confidential and property of MKTG INC.

LAGER STYLES Pilsner – a lager with a pale color like a pale lager, but is more bitter in taste. The flavors of pilsners are more distinctive than pale lagers • Examples: Sam Adams Noble Pils, Beck’s, Carlsberg Light Lager – a lager that uses less hops and barley in order to create low calorie beers • Examples: Bud Light, Coors Light, Miller Lite Dark/Black Lager – a lager made with roasted hops and barley. This means they have much richer flavors and are dark in color. They are full-bodied and flavorful • Examples: Guinness Black Lager, Köstritzer, Shiner Bohemian Black Lager 6 All information is confidential and property of MKTG INC.

ALE STYLES Brown Ale – an ale reddish brown to dark in color and tend to be maltier and sweeter on the palate, with a fuller body • Examples: New Castle Brown Ale, Abita Turbodog, Smuttynose Old Dog Brown Ale Amber Ale – ranging from light brown to dark amber in color, this ale is medium to full bodied with a malty/caramel sweetness. Hop aroma and bitterness should be minimal but evident and balanced. • Examples: Guinness 1759, Bell’s Amber Ale, Fat Tire Amber Ale Irish Red Ale – a bit sweet with well-rounded and balanced flavors, and a toasted malt character. A drying finish is common • Examples: Smithwick’s, Kilkenny Irish Cream Ale, Killian’s Irish Red 7 All information is confidential and property of MKTG INC.

ALE STYLES Porter – dark in color and full-bodied, with the roasted barley flavors dominating over the mild hop flavors. They are richly flavored, some even tasting like chocolate • Examples: Founders Porter, Sam Adams Honey Porter, Victory At Sea Coffee Vanilla Imperial Porter Irish Dry Stout – one of the most common stouts, these tend to have medium-light bodies to keep them on the highly drinkable side. Bitterness comes from both roasted barley and a generous doe of hops, though the roasted character is more noticeable • Examples: Guinness Draught, Guinness Extra Stout, Murphy’s Irish Stout Foreign/Export Stout – a special style of stout brewed bigger than normal for a long journey, traditional found in the tropical regions of the world. Higher in alcohol with a very pronounced roasted character • Examples: Guinness Foreign Extra Stout, Lion Stout, Indra Kunindra 8 All information is confidential and property of MKTG INC.

ALE STYLES Pale Ale – an ale made predominantly with pale malt. The higher proportion of pale malts results in a lighter color. Pale ales are also characteristically hoppier in flavor over other ale. S • Examples: Smithwick’s Pale Ale, Sierra Nevada Pale Ale, Bass Indian Pale Ale (IPA) – a version of a Pale Ale with a strong bitter flavor due to an even higher proportion of hops in the brewing process. Typically a deep gold to amber color. IPA’s were first brewed in England to withstand the long voyage to supply British troops in India during the late 1700 s, adding extra hops to normal Pale Ales since hops act as natural preservatives. The result was a much more malty and hoppy Pale Ale that boasted a higher alcohol content • Examples: Dogfish Head 60 Minute IPA, Lagunitas IPA, Stone IPA Witbier / White Beer – a Belgian Style ale that’s very pale and cloudy in appearance due to it being unfiltered and the high level of wheat, and sometimes oats, that’s used in the mash. Always spiced, generally with coriander, orange peel and other spices or herbs in the background. The crispness and slight twang comes from the wheat and lively level of carbonation. • Examples: Blue Moon, Hoegaarden, Allagash White 9 All information is confidential and property of MKTG INC.

DGUSA BRANDS ALL INFORMATION IS CONFIDENTIAL AND PROPERTY OF MKTG INC

GUINNESS ORIGINS Arthur Guinness first started brewing a porter and ale in 1759 at the St. James’s Gate Brewery in Dublin, Ireland. Though he began with these two styles of beer, the popularity of the porter (now called a stout) quickly became evident and he focused all production solely towards it. 250 years later, the same four simple ingredients of that porter are used today: water from the Wicklow mountains, Domestic Irish barley, handpicked hops, and the now famous strand of GUINNESS yeast. It begins with a signature… Now one of the most famous leases of all time, Arthur Guinness signed a 9, 000 -year lease on an unused brewery at St. James’s Gate, Dublin. It cost him an initial £ 100 (about $147 US dollars) with an annual rent of £ 45 (about $66 US dollars) – this includes crucial water rights 11 All information is confidential and property of MKTG INC.

GUINNESS DRAUGHT Ingredients: Famous for its “black” color, Guinness is actually a deep ruby red 12 All information is confidential and property of MKTG INC.

GUINNESS DRAUGHT Nitrogen (N 2) vs Carbon Dioxide (CO 2) One of the major differentiating qualities of Guinness Draught over other beers is that it is infused with nitrogen gas • Guinness is infused with a gas mix of 75% nitrogen + 25% carbon dioxide. • Nitrogen is largely insoluble in Carbon Dioxide liquid, which is what contributes to the thick, creamy head of GUINNESS Draught®. The N 2 molecules are lighter in weight than CO 2 causing the gas bubbles to actually rise with in the glass. This rising of the Nitrogen molecule creates the mesmerizing cascading effect; the waterfall of tiny bubbles slowly yielding to a dark brew with a fluffy, white head thick enough to float a bottle cap. • Other beers get their heads from bubbles of Carbon Dioxide rising to the surface. This molecule is heavier in weight than N 2, resulting in a more of a foamy head, as the gas bubbles rise to the surface. Since CO 2 can dissolve more easily in water, the foamy head is less stable than say a nitrogenated head of insoluble N 2 bubbles. • Both carbonation methods differ, however both can result in a delicious and refreshing beer. 13 All information is confidential and property of MKTG INC.

GUINNESS DRAUGHT The Gravity Glass • This new pint glass demonstrates respect for the heritage of the Guinness brand while strengthening its quality credentials with a premium and contemporary design. • The new design further clarifies the surge effort of the beer while it settles, bringing the pint to life on the bar. It provides the drinker with an unparalleled drinking experience. • Each glass is marked at the side with a circular logo showing the day of the year it was created and the year of production (i. e. 06/13 would be 6 th day of year 2013). 14 All information is confidential and property of MKTG INC.

GUINNESS DRAUGHT The Perfect Pouring the perfect pint is 6 -step process called the Guinness experience. It’s much more than just pouring liquid into a glass. 1 THE GLASS Start with a cool, clean, dry glass 2 3 THE ANGLE Hold at 45° angle THE POUR Pull tap forward until glass is 3/4 full 4 5 6 THE SETTLE Allow surge to settle THE TOP-UP Fill beer proud of the rim, pushing tap right back THE PRESENTATION Present badge forward 15 All information is confidential and property of MKTG INC.

GUINNESS DRAUGHT Crowning A Beer With Guinness Draught has a final gravity of 1. 013, which is low due to its nitrogen/carbon dioxide mix. This means that it will float on most other beers, if poured carefully. • Today’s beer drinker likes to explore. He’s thirsty for new experiences and appreciates flavor. In no other category is this as true as beer. In 2012, beer cocktails were up 5% and at least 65% of this growth was driven by drinks involving Guinness beer • Guinness Draught offers a simple tool to take advantage of this trend: offering consumers the option to Crown Their Beer with Guinness • 1/3 rd of a pint is about the right amount of Guinness Draught needed to add some flavor and style to their standard order All information is confidential and property of MKTG INC.

GUINNESS DRAUGHT Cans and Bottles Guinness has worked extremely hard to make the quality Draught experience available in both can and bottle formats Guinness Draught In a Can (GDIC) • Size: 14. 9 oz. • Packaging: 4 Pack and 8 Pack • Utilizes the built-in “widget” to create the famous surge and creamy head in the pub as it from the keg. A unique mix of nitrogen and carbon dioxide helps create the Guinness Draught liquid swirl that tumbles, surges and gradually separates into a black body and smooth, creamy head. All information is confidential and property of MKTG INC.

GUINNESS DRAUGHT Cans and Bottles (cont’d) Guinness has worked extremely hard to make the quality Draught experience available in both can and bottle formats Guinness Draught In a Bottle (GDIB) • Size: 11. 2 oz. • Packaging: 6 Pack and 12 Pack • The newly improved Guinness Draught bottle has removed the need of a widget in a bottle through an adjusted gas mi, delivering the great liquid brewed in St. James’ Gate Dublin, using the same great ingredients • The signature Guinness Draught experience is activated every time the bottle is tilted to drink; the nitrogen contained in the new gas mix is released by the tilting action – that’s why it’s best consumed straight from the bottle. • For those that prefer Guinness Draught in a glass, pour it faster and from a more vertical angle for a better head All information is confidential and property of MKTG INC.

GUINNESS 1759 EDITION The 1759 Edition is the first installment in Guinness’ limited edition Signature Series, a range of luxury beers that combine the skills of Diageo Master Distillers and the artistry of Guinness Master Brewers to create small batch, highly distinctive beers made from unique & highly sought after ingredients Ingredients: • Premium beer malt, peated Scotch and Irish whisky malt, roast barley, hops Guinness yeast, water Tasting Notes: • Rich, fruity, warming, mellow • Distinct butterscotch and caramel notes combined with a subtle hop character from the Guinness Hops. • Sweetness on the palate from high remainder balanced with a mild but notable after palate bitterness Good to Know: • Only 90, 000 bottles of 1759 will be available in the USA. Once gone, these bottles will never be available again • Retail Price: $34. 99 • ABV: 9. 0% • Packaging: 25. 4 oz matte bottle All information is confidential and property of MKTG INC.

GUINNESS BLONDE AMERICAN LAGER Guinness Blonde American Lager is the first fusion beer in the new Guinness Discovery Series combining the best European brewing techniques with the finest American hops in a collaboration between Guinness Master Brewers in Dublin and their US Master Brewer counterparts at the famous Latrobe Brewery in Pennsylvania Ingredients: • Specialty Malt, American Mosaic and Willamette Hops (from Pacific NW), Guinness Yeast, Water Tasting Notes: • Woody-hoppy, biscuity and nutty • Nicely balanced with a clean hoppy aroma, with a refreshing finish and pleasant bitternes on the palate, that is evident, but not too lingering • An easy to drink product with a significant level of complexity delivered through brewing craftsmanship and highest quality raw materials Good to Know: • Produced in Latrobe, PA using 100% American raw materials to craft Guinness’ first American product • Twice as smooth, half as bitter and 80% lighter in color than Guinness Draught • ABV: 5. 0% • Packaging: 12 oz. bottles (6 pack/12 pack) and keg All information is confidential and property of MKTG INC.

GUINNESS NITRO IPA A balanced IPA with robust hop aromas, infused with nitrogen. We leverage our peerless expertise in adding nitrogen to beer to create a new way to enjoy the flavors and aromas of the style. Packaged in a format that allows for a smoother, more balanced drink, with aroma that lasts for the first sip to the last. Ingredients: • High quality, roasted Barley Malt, Golden Ale Malt, Admiral (bittering), Celeia, Topaz, Cascade, and Challenger (aroma) Hops, Guinness Yeast Appearance: • Clearing to a golden/honey amber following the signature surge & settle Tasting Notes: • Tangy citrus peel over gentle pine notes. A restrained malt character. Guinness yeast esters give a distinct mineral edge. • Smooth, creamy and rich, with a pleasant bitter finish Good to Know: • Produced at St. James’s Gate, Dublin, Ireland • The yeast is the 125 year old Guinness top fermenting strain used in Guinness Draught • ABV: 5. 8% • Packaging: 11. 2 fl oz. cans (4 pack) and keg All information is confidential and property of MKTG INC.

GUINNESS BLACK LAGER First introduced in 2010, Guinness Black Lager is cold-brewed with traditional lager brewing methods, but with dark-roasted malt for a more intense flavor and character Ingredients: • Malt, Roasted Barley, Hops, Yeast, Water Appearance: • Intense black color, free of haze and white head Tasting Notes: • A low-hop aroma with a blend of floral and fruity hop notes • Moderately malty with roasted coffee notes present • The taste is clean and slightly sweet with a light bitterness that lasts into the finish • The aftertaste tends to dry out slowly and linger with a slight hop bitterness and a subtle roastiness in the background Good to Know: • Versatile flavor profile means the beer goes with many foods and occasions • ABV: 4. 5% • Packaging: 11. 2 oz bottle (6 Pack / 12 Pack) All information is confidential and property of MKTG INC.

GUINNESS EXTRA STOUT This is the Guinness that started it all. Crafted to perfection for over 200 years, Guinness Extra Stout is descended from the definitive West India Porter known as Extra Superior Porter. Ingredients: • Malt, Roasted Barley, Hops, Guinness Yeast, Water Appearance: • Resembles a fresh-brewed coffee. Well-structured, light tan head, deep ruby red color, and crystal clear when held to light Tasting Notes: • A heady mix of well-done toast, subtle wood smoke, grain, coffee and baker’s chocolate • A robust mouth-feel while the taste is a perfect balance of sweet and bitter • It has a strong backbone of rich malt roast with secondary flavors that include ripe plums and hints of raisins and dried fig • A lively crack of bitterness hits just before a lingering dry finish Good to Know: • Guinness Extra Stout was given the name “Extra Stout” in 1840, previously called “Extra Superior Porter” • Only CO 2 is used to carbonate Guinness Extra Stout • ABV: 5. 6% • Packaging: 11. 2 oz bottle (6 Pack / 12 Pack) All information is confidential and property of MKTG INC.

GUINNESS FOREIGN EXTRA STOUT Developed over 200 years ago for global export from Ireland, the addition of extra hops to the Extra Stout recipe ensured the beer would arrive to its destination in perfect condition Ingredients: • Malt, Roasted Barley, Hops, Guinness Yeast, Water Appearance: • Deep Brown Tasting Notes: • A heady mix of well-done toast, subtle wood smoke, grain, coffee and baker’s chocolate • Big, full-bodied flavor, with dark Irish complexity and character • Initial effervescent alcohol impact is followed by a full-bodied palate, balancing roast, fruit and bright hop bitterness • A unique bittersweet balance Good to Know: • Guinness Foreign Extra Stout is brewed with the highest hop rate of all the Guinness stout variants • It is the Guinness variant most commonly found in Asia, Africa and the Caribbean and accounts for almost half of Guinness sales worldwide • Only CO 2 is used to carbonate Guinness Foreign Extra Stout • ABV: 7. 5% • Packaging: 11. 2 oz bottle (4 Pack), 22 oz bottle (Individual) All information is confidential and property of MKTG INC.

GUINNESS GOLDEN ALE Continuing 256 years of heritage and brewing excellence at St. James’s Gate, Guinness Golden Ale is a premium-crafted ale brewed with GUINNESS yeast, using hops, Irish barley and a specially selected amber malt. Ingredients: • Guinness Yeast, Irish Barley, Hops, and an Amber Malt Appearance: • Golden Ale Tasting Notes: • Clean and fresh with good balance of bitterness and malt, with a biscuit after taste and a refreshing yet full-bodied finish. • Subtle est ery and fruity aromas combine with the gentle hoppy and Guinness yeast-derived aroma. • Subtle biscuit flavors, a crisp bitterness and a delicate hop aroma, giving way to a refreshingly clean finish. Good to Know: • ABV: 4. 5% All information is confidential and property of MKTG INC.

GUINNESS DUBLIN PORTER With origins in a 1796 entry in Guinness’ brewers’ diaries, Guinness Dublin Porter is the epitome of a tasty, well-rounded, warm, but light beer. This everyday beer is sweet and smooth with malt and dark caramel notes. Ingredients: • Hops, Malt, Barley and Roasted Barley Appearance: • Dark in color and full-bodied Tasting Notes: • Sweet and smooth with malt and dark caramel notes. Good to Know: • ABV: 3. 8% • It is fermented at a higher temperature (27 degrees) than Guinness Draught and undergoes a short maturation process to deliver sweetness that combines with a subtle hop aroma. • Originating from the diary entry of a Guinness brewer from 1796, the recipe is inspired by the ‘golden age’ of porter. All information is confidential and property of MKTG INC.

GUINNESS WEST INDIES PORTER With origins in an 1801 entry in GUINNESS’ brewers’ diaries, today’s Guinness West Indies Porter was inspired by the first beer purposely brewed at St. James’s Gate to maintain its freshness, whilst it was shipped the world over. The beer is complex yet mellow, hoppy with notes of toffee and chocolate. Ingredients: • Hops, Malt, Barley and Roasted Barley Appearance: • Dark in color and full-bodied Tasting Notes: • Hoppy with notes of toffee and chocolate, described as “complex yet mellow. ” Good to Know: • ABV: 6. 0% • It is fermented also at a high temperature (26 degrees), but not as high as Dublin Porter, and maturation is shortened as much as possible to deliver the toffee, almost chocolate aroma and flavour. • The recipe originates from an 1801 diary entry about brewing specifically to maintain freshness while Guinness is transported from one country to another. To guarantee the fresh quality, brewers created a porter with more hops and a higher gravity. All information is confidential and property of MKTG INC.

GUINNESS 1798 Ingredients: • Irish stout malt, crystal malt, very generous amounts of roasted barley and subtle Goldings hops Tasting Notes: • The beer evokes chocolate, vanilla and liquorice with a wood aroma hint. • The beer delivers a unique sensory experience through a perfect combination of the malts and bitterness for a mellow and sweet finish Good to Know: • ABV: 9. 0% • 750 ml bottles • Limited Availability, only brewed once All information is confidential and property of MKTG INC.

SMITHWICK’S IRISH ALE Founded in 1710, Smithwick’s Irish Ale is Ireland’s oldest, best selling ale. Ingredients: • Malted Barley, Roasted Barley, Hops, Yeast, Water Appearance: • Off-white, creamy head with a deep chestnut color Tasting Notes: • Very light caramel and orange marmalade scent • A complex balance of fruity, spicy and malty with dry, biscuity and clean all in one taste • Refreshing and clean, with a gentle balance of bitterness from the hops added early in the boil, sweet, malty notes from the ale malt and a hint of roast coffee from the roasted barley, for a final linger on the tongue Good to Know: • All Smithwick’s sold in the US is brewed in Ireland • Smithwick’s brewery produces 8, 000 kegs per day that are enjoyed worldwide • ABV: 4. 5% • Packaging: 11. 2 oz bottle (6 Pack / 12 Pack), 14. 9 oz can (4 Pack), Keg All information is confidential and property of MKTG INC.

SMITHWICK’S PALE A new addition to the Smithwick’s family in 2011, Smithwick’s Pale Ale offers a light bodied beer with the depth beer drinkers demand Ingredients: • Pale Ale Malt, Amarillo Hops, Smithwick’s Yeast, Water Appearance: • A clear beer with a rich, golden color and a creamy head Tasting Notes: • Clean and satisfying • Full-bodied with a long finish, with just the right balance of malty sweetness and lingering hop bitterness Good to Know: • Smithwick’s Pale Ale was first sold in the US as part of the Irish Discovery Series and by popular demand it was sold separately starting in March 2014 • ABV: 4. 5% • Packaging: 16. 9 oz bottle (TBD), 14. 9 oz can (4 Pack), All information is confidential and property of MKTG INC.

HARP Now the best selling Irish lager, Harp was developed by Guinness in 1960 as interest in lagers started to increase in Ireland the UK Ingredients: • 100% Irish Malted Barley, Hops, Yeast, Water Appearance: • Golden and brilliantly clear Tasting Notes: • A subtle grainy sweetness with hints of lemon citrus • A dry malty front slowly gives way to a crisp and dry hoppy finish with notes of green apple and pear • A pleasant, buttery, sweet aroma • Crisp and dry, finishes remarkably smooth Good to Know: • The name pays tribute to both the Guinness logo and the national symbol of Ireland • ABV: 4. 5% • Packaging: 12 oz bottle (6 Pack / 12 Pack), keg All information is confidential and property of MKTG INC.

RED STRIPE Brewed in Kingston, Jamaica since 1928, Red Stripe has become an icon reflecting the roots, vibrancy, and pride of the Jamaican people Ingredients: • European Malt, Hops from the Yakima Valley, Yeast, Water Appearance: • Pale gold, lively carbonation Tasting Notes: • Moderate hop aroma • Moderate in body, bitterness and flavor • Has a mild butterscotch flavor and a smooth post-palate sensation Good to Know: • Red Stripe’s unique short and wide bottle shape is called a stubby • The label is painted onto the Red Stripe stubby bottle • ABV: 4. 7% • Packaging: 11. 2 oz bottle (6 Pack / 12 Pack), 16 oz can (4 Pack), 24 oz bottle (Individual) All information is confidential and property of MKTG INC.

RED STRIPE LIGHT Red Stripe Light Lager is a lighter and more refreshing beer that still provides that unique Jamaican flavor Ingredients: • European Malt, Hops from the Yakima Valley, Yeast, Water Appearance: • Pale gold, lively carbonation Tasting Notes: • Fresh and clean with a slight fruity note • It is smooth with a short, mild aftertaste • Good flavor balance with bitterness well blended in Good to Know: • Red Stripe’s unique short and wide bottle shape is called a stubby • The label is painted onto the Red Stripe stubby bottle • ABV: 4. 1% • Packaging: 11. 2 oz bottle (6 Pack) All information is confidential and property of MKTG INC.