A few years ago I introduced CAMFA, a beer learning concept I based on 5 elements of enjoying beer: Color, Aroma, Mouthfeel, Flavor, and Alcohol.
As we head full on into summer, I’d encourage you to use this fun, easy & memorable concept to fully enjoy your beer.
Here are a few things to keep in mind when using CAMFA:
- Color. Color is only color. Said another way, it’s not flavor so lets your taste buds speak to flavor, leave the color for your eyes only (, James).
- Aromaaaaahhhhhh! It’s one of the most delightful and oft overlooked elements of beer – aroma. Really breathe it in. It’s lovely to smell your beer.
- Mouthfeel, aka Texture. Mouthfeel is that surreptitious friend who enables us to really get our oral sensory receptors fully engaged. Put them to work.
- Flavor, aka Taste. Flavor is the number one reason women engage in beer (WEB research 2008 – present). Learn to try every beer you have opportunity to do so.
- Alcohol. Moderation is Alcohol best friend and is ours too. Beers full glory can be best appreciated when it’s consumed and therefore enjoyed in a modest fashion.
Enjoy your summer schooling in beer with CAMFA. I’d love to get your “What I Did This Summer” essay come fall – send ’em my way! And tell me all about your beer, CAMFA adventures.
We’ve been digging into the concept of CAMFA, an educational tool developed by Women Enjoying Beer to teach some beer enjoyment basics. Today we’re on the last letter: A
The alcohol in beer is the product of the brewing process wherein alcohol and CO2 are the result or fermentation. Brewers determine, within their recipe making, what resultant alcohol content they are aiming for. And while brewing certainly is a science, it’s equally art and the final outcome may or may not be as precise as they desire. Beer is a living organism and brewers are excellent manipulators of the wort and beer to get the results they desire.
The alcohol content of beer is commonly referenced as ABV, or Alcohol By Volume. It’s familiar to many and you should be able to find it in all beer labeling. If the beer you get or serve comes from a cask or keg, the staff of the dispensing body should absolutely know what the ABV is. It’s a responsibility factor for both the serving or selling party and the consuming party. Equal onus here, folks.
Alcohol is the reason some people drink, and in moderation, that’s acceptable. Hopefully more people than not partake because of all the other wonderful reasons there are to drink beer: camaraderie, education, entertainment, support, and curiosity.
Beer is the result of an extraordinary investment. Of resources in people, time, equipment, supplies, money, and passion. Enjoying it responsibly reflects the respect you also hold for it while simultaneously recognizing the investment of the brewer/y.
Cheers to all parts of CAMFA: Color, Aroma, Mouthfeel, Flavor and Alcohol. Cheers to the brewers round the world who allow us to partake of this universal beverage.
If you’ve already seen this video about WEB’s signature CAMFA program, here’s how you can apply it to a beer dinner. WEB has a sold out beer dinner this month that we’ll apply it to.
The beauty of CAMFA is it covers basics bases for all levels of beer enthusiasm. From the just learning novice to the well versed. Everyone benefits, including those giving instruction because you keep learning more from the audience.
- Scene: 5 course inaugural beer dinner at a well established and reputed multi tap restaurant.
- Agenda: Treat guests to 5 well planned out courses of matching beers and foods.
- Purpose: Expand knowledge of beer and how it partners with food. To endorse and reinforce that beer needs to reclaim its rightful place at the dinner table.
- Outcome: More knowledgeable, beer and food savvy folks who will repeat the experience and spread the information. Hardworking breweries develop more educated and engaged followers. Further increased development of satisfied beer market share.
C = Color. For the beer talk about the colors of the beers, where the color comes from, how it’s not intrinsically entwined with stereotypical flavors, share how it’s tied to ingredients. For the food you can talk about colors of foods, nutritional implications of certain colors, how color of foods can be an enticement and complement to their beer.
A = Aroma. For the beer talk about what the beer smells like, how to actually smell your beer (bloodhound, drive by), why smell is important to the beer experience and help ID the beer’s ‘health’. For the food, smell is usually one of the most important factors and indicators both of safe food and potential flavors. Talk about smell memory and naming flavors you taste to help with that flavor memory.
M = Mouthfeel. For the beer, talk about what the beer feel likes in your mouth, also known as body. Discuss texture, offer suggestions on words to describe mouthfeel (toothy, lush, chewy, slick), and encourage words that frame beer in a positive way. For the food, same idea. Talk about how and why different foods may have unique textures to them and how that affects the other aspects of the eating experience.
F = Flavor. For the beer talk about flavor identifiers, how to actually label the flavors we taste, what they may mean and where they can come from. Discuss major off flavors of beer (cardboard, butter, etc.). For the food, talk about how particular flavors may evoke memories, why they like some flavors and why others turn them off. Also discuss how different foods taste on their own AND when in your mouth simultaneously with different beers.
A = Alcohol. For the beer, teach Alcohol By Volume (ABV) and what that exactly means to them, as consumers. You can also discuss Alcohol by Weight and how that is different, as well as moderation in really learning how to savor your beer, as it was intended. For food, you can talk about cooking with alcohol – beer hopefully! How alcohol can dissipate in some cooking processes, what kinds of flavor characteristics alcohol in food can provide, and suggestions of successful recipes with beer.
CAMFA is a concept that Women Enjoying Beer has developed to help beer businesses further beer education with consumers and staff.
CAMFA: C = Color, A = Aroma, M = Mouthfeel, F = Flavor, A = Alcohol
CAMFA will help more consumers learn some basics about their beer and training and education professionals about helping consumers understand more about their beer.And that’s good for everyone.
Call on WEB to come provide this kind of training to help grow your business.
videography by Mike Sansone