This talk will go through the chemical and psychological addiction I have with booze and why it’s fun to be involved with booze and technology.

1. #YEZZIR
Why I  Booze
Nicholas Shook
Co-Founder, Grand Cru Technologies
Thursday, August 4, 2011

2. Taking the first sip
1. Mouth: alcohol enters the body.
2. Stomach: some alcohol gets into the bloodstream in the
stomach, but most goes on to the small intestine.
3. Small Intestine: alcohol enters the bloodstream through the
walls of the small intestine.
4. Heart: pumps alcohol throughout the body.
5. Brain: alcohol reaches the brain.
6. Liver: alcohol is oxidized by the liver at a rate of about 0.5
oz per hour.
7. Alcohol is converted into water, carbon dioxide and energy.
Source: University of Washington
40-50 Proof + Empty Stomach = Drunk Faster
Source: ForCon
Thursday, August 4, 2011

3. Tangent: “Asian Glow”
aka “Alcohol Flush Syndrome”
Acetaldehyde Dehydrogenases Acetaldehyde
Moral: Embrace the Glow!
Thursday, August 4, 2011

4. Why alcohol induces tipsyness
Answer to a question asked by a 13 year old:
Alcohol is a Depressant, but does not kill brain cells!
(unless you inject everclear into your blood)
Source: Lifehacker
Thursday, August 4, 2011

5. Feelin’ Myself
100
Uh-Oh
80
Happiness
60
40
20
0
1 2 3 4 5 6 7 8
Drinks Consumed
Thursday, August 4, 2011

6. Dealing with the Hangover
Step 1: PUKE! Step 2: Replenish
Thursday, August 4, 2011

7. Everyone: I  Booze
Thursday, August 4, 2011

8. U.S. (drinking) Alcohol Industry
What’s ordered at the bar
Suppliers sold $57.6 B Beer Wine Spirits
Source: The Distilled Spirits Council
33%
Restaurants sold $110 B
Source: Beverage Information Group
55%
12%
35% order Booze while dining Source: Technomic
Source: The NPD Group
Thursday, August 4, 2011

9. Wine
Wine Consumption
6%
800
700.5 706.2 716.8 26%
673.4
Millions of Gallons
600 651.3
614.1 637.4
583.8
400
68%
200
0
2002 2003 2004 2005 2006 2007 2008 2009 California
Imported
Other States
Thursday, August 4, 2011

10. How Wine is Made
Growth Fermentation Aging Bottling
Thursday, August 4, 2011

11. Categorizing Wine
Varietal Region (varietal implicit)
Winemaker Winemaker
Region
Thursday, August 4, 2011

12. Wines to Avoid…
Look of
Disgust
Thursday, August 4, 2011

13. Beer
“Beer is proof that God loves
us and wants us to be happy”
Benjamin Franklin
P.S. International Beer Day is Friday!
Thursday, August 4, 2011

14. Gettin’ Crafty
0% 25% 50% 75% 100%
Anheuser-Busch
MillerCoors
Crown Imports
Heineken USA
49.3% 30.2% 8.5% Pabst Brewing Company
Craft
Source: Beer Handbook 2010
H.R. 4278
7.2% Volume Get rid of Excise Tax
Source: Brewers Association
for less than 6M Barrels
Thursday, August 4, 2011

15. Categorizing Beer
Ale Lager
Brewed without Hops Brewed with Hops
Imperial Stout Pilsner
Pale Ale Bock
Brown Ale American Lager
Belgian Ale Helles
Porter Dunkel
Thursday, August 4, 2011

16. Spirits and Mixology
People are ordering more drinks
Cocktail share up .4%
Consumers desire premium spirits
Revenue is up 11%
Vodka is most consumed, Whiskey is growing
Vodka = 33% of market; Whiskey grew 8.1%
Thursday, August 4, 2011

17. Liquor Trends
Whiskey Vodka Tequila
4.4% 5.0% 4.0%
5.1% 0.9% 1.8%
Gin Rum Brandy
Source: Distilled Spirits Council of the United States
Thursday, August 4, 2011

18. Some Vegas Cocktails to Try
Chandelier Bar, Cosmopolitan Julian Serrano, Aria
Hash House a go go Double Helix
Thursday, August 4, 2011

19. Conclusion
If you drink, try everything!
Don’t drink too much.
If you do drink too much, try some pho.
If you don’t drink, now is the time to start.
DO NOT SHOW THIS TO CHILDREN
Thursday, August 4, 2011

20. Thanks!
and now for a toast...
Thursday, August 4, 2011