Purpose
There has been tremendous growth in craft beer popularity in recent years. In the U.S., 409 craft breweries opened in 2012, an 18-percent increase from the previous year, according to the Brewers Association (Brandau, 2013).
According to a survey of brewery visitors in the Commonwealth of Virginia, education came in a distant last for reasons respondents were visiting breweries (4.5%), with the top reason being relaxation (71.9%). 59.6% of those surveyed were ages 35 and under (Harrison, 2015).
With more and more beer drinkers seeking out craft beers, brewery visitors should be interested in learning about how the beers are made. By seeking out craft beers, the consumers are looking for higher-quality beverages.
This course about the core ingredients of beer could be licensed to various breweries and then embedded into their websites for their consumers to learn. For motivation, the learners will receive discounts or special offers upon successful completion of various sections of the course. These offers could include merchandise, food, or even beverage discounts (where applicable).
Target Learners
• Ages: 21 to 54 years old
• Interested in a craft brewery and/or craft beers
Instructional Goal
Given written information and visual aids in an asynchronous online lesson embedded on a craft brewery’s website, craft beer enthusiasts will be able to identify and describe the four core ingredients of beer and their impact on the flavor of beer.
Learning Module
References
Brandau, M. (2013). Leaning local. Nation’s Restaurant News, 47(13), 12.
Harrison, B. P. (2015). Virginia craft beer and winery visitors: An exploratory study of beverage visitor demographics and expenditures in the commonwealth of virginia (1593934). Available from ProQuest Dissertations & Theses Global. (1698104051).
