CAMFA Series #2: Aroma

Yesterday we launched the further explanation of CAMFA – a program WEB developed to help educate all beer enthusiasts. Welcome to part 2.

CAMFA: C = Color, A = Aroma

Please smell your beer

Aroma of beer is one the the first sensory aspects to truly learning about and enjoying beer. Scent tells us so much about the beer and you should always smell your beer before drinking it.

Why? Because the ingredients have so much to offer your nose!

If you don’t smell your beer yet, if you’re staff needs to learn how to smell their beer, then today’s the day to start. WEB always teaches smelling your beer at events. Without scent, flavors don’t have the same significance or impact either.

Rebecca Newman taught me a few methods of smelling beer: Bloodhound and Drive By. And that’s precisely what we share at all events. Teaching them the how and why equally solidify why smelling your beer matters to the entire enjoyability.

For many consumers, even though they may smell wine or foods, it’s never occurred to them to smell their beer first. It’s a terrific entry into your helping educate them via your own staff.

It’s important to keep in mind that smelling requires practice, just as other skills do. One thing to teach and encourage people to do is to name the smells they are sniffing. memory is an extremely powerful mechanism. When you can put a name to a scent, you can better recall that scent and keep the learning rolling forward.

So the next time you get invited to or host a “Beer Tasting” cover the smelling part first. Chances are good your nose will get to it before your taste buds do.

Tomorrow: Mouthfeel

CAMFA Series #1: Color

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p1040423Here are some smell oriented sensory words to share. Teri Fahrendorf was kind enough to leave them with me after she shared them with the audience at a recent WEB meet-up.

Think about some of these when you smell and drink your beer.

Specific Keywords:

spicy, cloves, banana, grapefruit, pineapple green apples, garlic, onions, bready, roasty, coffee, chocolate, musty, earthy, cardboard, plastic, pine trees, resins, wet dog, barnyard, copper pennies, caramel, toffee, smokey, ashes, bacon, campfire, smoked sausage, burnt toast, butterscotch, movie popcorn, Cheetos, crayons, rotten eggs, burnt matches, bandaids, bactine, rubbing alcohol, solvent, bubblegum, vanilla, winey, woody, whiskey or bourbon barrels, green grass, hay, straw, floral.

Thanks Teri – the guests found the information you shared helpful and interesting.

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Mmmmm…Beer Smells Good

p1030837One thing that many people who drink beer have yet to get into the habit of is smelling their beer. It’s one important part of the events I conduct with beer – to teach people to smell their beer. To drink with their noses first.

Most people are in the habit of smelling food, smelling wine, smelling the roses (although some are still missing this).

So why are you not inhaling the heady scents of your beer?

The information we take in through our noses is really important, chock full of memory and therefore thoughts. Smells tell us myriad things about what it is we are sniffing.

SO – pause and smell before drinking that next beer. THEN take a sip, swirl it all around your mouth, making sure it reaches all those taste buds in your tongue, roof of your mouth, cheeks, throat…

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