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Globalization of Alcohol

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Sean Donovan

on 28 April 2015

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Transcript of Globalization of Alcohol

What is Excessive Drinking?
Health
Fatal side of Alcohol
88,000 excessive alcohol related deaths every year from 2006-2010

2.5 million years of potential life lost each year
Binge Drinking
For Women, 4 or more drinks during a single occasion

For Men, 5 or more drinks during a single occassion
Heavy Drinking
For women, 8 drinks per week

For men, 15 drinks per week
Economics
Top consumer expenditure on alcohol per capita
Finland (US$844)
Switzerland (US$788.80)
Norway (US$788.40)
New Zealand (US$744.2)
Estonia (US$663.1)
Hennessy
Top markets: US, Ireland, Japan, Taiwan
First produced in 1765 in France
Hennessy Family
Produced only in the Cognac region of France
Produces 40% of the world's Cognac
Pernod Ricard
Diageo
Headquarters in London
World's largest volume (126 million cases and 6.5 billion liters produced each year)
Over 100 sites in 30 different countries
Notable brands: Smirnoff, Guinness, Hennessy
Smirnoff
Best selling premium distilled spirit
Top markets: US, Great Britain, South Africa, Canada, Ireland
Pyotr Smirnoff
US production started in 1934
Guinness
Making and Manufacturing Alcohol
Top markets: Great Britain, Ireland, Nigeria, US, Cameroon
Brewed in over 50 countries
Arthur Guinness of Dublin
Guinness Foreign Extra Stout of Nigeria
Culture
Fermentation
Beer
Wine & Champagne
Liqu r
Fermentation
The beliefs, customs, arts, etc., of a particular society, group, place, or time.
Alcohol and Culture
Absolut
Similarities
How alcohol is produced commercially
A chemical process that is used to break down sugar and turn it into alcohol.
Essential ingredient in this chemical process being yeast
Glucose + Yeast --> Ethanol (alcohol) + Carbon Dioxide
Very important that no air (or little air) is present
Companies
Beer
Main Ingredients in most beer

Headquarters in France
Aims for high-end products
Produces 123 million cases each year
Barley
Hops
Live-Yeast
Different flavors are created with different types of yeast.
Density of the yeast is very important
Symbols
Top markets: US, Canada, Germany, Brazil, Spain, UK, Mexico, France
Launched in Sweden in 1879
L.O. Smith
Revolutionary distillation and bottle
"One source" method of production
Jameson
Malibu
Top markets: US, Russia, Ireland, South Africa, UK, Australia, Canada, Portugal, Spain
Number 1 selling Irish Whiskey
4.7 million cases sold worldwide
1780 John Jameson in Dublin
Sold in over 120 countries and is mostly manufactured at the Midleton Distillery in Ireland
Wine & Champagne
Estonia- 6.5%
Russia- 5.8%
Belarus- 5.5%
Peru- 5.4%
Latvia and Lithuania- 5.3%
Similar to making a beer
Percent of Consumer Expenditure
The secret to making wine and champagne is within the grapes
History of Alcohol
Types of wine: Cabernet, Moscato, Chardonnay, Sauvignon Blanc, Merlot
Top markets: U.S., UK, France, Canada, Germany, Spain, Netherlands, Italy
3.5 million cases sold worldwide
Barbados 1893
Originally made for bartenders with simple ingredients
Produced at West Indies Rum Distillery
People celebrate contracts and important milestones with a glass of vodka, before they leave the meeting room.
They expect foreigners to join them in toasting the success as well.
Drinking Age: None/ Purchase Age:18
Liquor
East Asia:
China and Japan
Drin
king alcohol is deeply-rooted in the social life, but only after work.
Celebrate important occasions
Glass of wine or beer at dinner
Japanese office workers
Appropriate for a male to act slightly drunk
(Japan: Drinking/Purchase Age:20 China: 18)
Yeast cannot survive in high levels (proofs, percentages) of alcohol

Manufacturers must use a process called distillation, which utilizes the low boiling point of ethanol
Almost all cultures, drinking is a rule-governed activity.
Regulations concerning who may drink how much of what, when, and how.
United States
21 years
Can not drink and drive
Indiana- can not buy alcohol on Sundays
Croatia
Drinking age: None/ Purchase of alcohol: 18
Afghanistan: Illegal
Where drinking is culturally approved, it is typically done more by men than by women.
Age and social peers
Bottling and Packing
Bottling
Top Producers of Alcohol
France
Canning
Boxing
Ready-to-drink shots
Kenya
Pouches
Packaging
AUSTRALIA
Kegs
Prohibitions
Afghanistan
Bangladesh
Kuwait
Libya
Sudan
Pakistan
Brunei
India (certain states)
Iran
Saudi Arabia
Yemen
Reasons
Fermentation
Sugar transformed by the yeast to produce ethyl alcohol
Relatively simple and weak
Muslim Religion
Teaches against the use of alcohol for spiritual reasoning
Scientific research of effects
First Beers
Indian spirits
Early controls of alcohol
RUSSIA
Offering a good bottle of wine is appreciated.
Many companies will offer bottles of wine or good whiskey to their clients for Christmas.
A major difference between the consumption of wine between men & women.
Masculinity

Drinking Age: None/ Purchase Age: 18
Not able to tell when or where beverage alcohol was first used
Discovered a beer jug, used in late Stone Age, approx. (10,000 B.C)

"Bacchanal of the Winetub" by Andrea Mantegna
The Earliest Brew
Alcohol plays many roles in contemporary society
Relaxant
Socializing and celebration
Tax revenue
Drinking/Purchase: 18
Problem
Drink can symbolize as a shift from work to non-work
Adult males gather around large pots of beers
Drinking/Purchasing Age:18
Documentary evidence
3200 B.C. in Mesopotamia
Difference- made of food: wheat or barley
Mainly used for worship
Early controls of alcohol
Hammurabi Code in 1270 B.C
Too popular
To maintain social orders
Set the specific price and quality standards
To eliminate the disruptive side affects of alcohol
New technique to produce stronger alcohol, higher ABV
A distilled beverage, liquor
Early form of modern liquor
India 800 BC - Middle East 1st century - Europe Crusades
Early Modern Period
Originally used for religious purposes in China and Mesopotamia
A spiritual food instead of a physical beverage
Early use of alcohol
16th to 18th century in Europe
Increased trade and wealth
Colonization, modernization
People's view of alcohol has changed
Bloom of alcohol industry in Europe
Brandy, whiskey, rum, gin, vodka
Glucose + Yeast --> Ethanol (alcohol) + Carbon Dioxide
DENMARK
One of the top 10 countries of highest alcohol consumption
Minimum age limit: 16
Outsource
Little 500
Alcohol
Full transcript