LILLE 2024

Mastering the brewing process is important, but being able to recognise the flavours (as well as the off-flavours) and characterising them is a necessary skill that allows one to perfect and refine the beer, but also to find the commercial arguments to best describe them to consumers and in the end, sell the product in an appealing and non-deceiving way. This session will delve into how brewery staff can be trained to recognise the flavours and use the appropriate wording to sell them to consumers.