Why Beer Education Is About More Than Beer

The real purpose of meaningful beer education goes well beyond the liquid contents of your glass.

At its very best, quality beer education includes curiosity, communication and community building.

In Chris Leguizamon’s view as an educator, learning is a process that should leave attendees feeling welcomed rather than embarrassed. That is true whether you are taking part in a first-ever guided tasting, are a member of the hospitality industry looking to enhance customer service or are seeking certification in the field. There is no intention to show off your knowledge. Rather, Chris intends for participants to gain confidence in asking questions and experiencing an educational opportunity where he hopes they will feel comfortable learning.

One of the largest misunderstandings related to beer education is that it is solely intended for those within the hospitality and brewing industries. In fact, education can benefit anyone interested in learning the history, tradition and craftsmanship behind the product and experiences encountered.

Hospitality professionals have many benefits when it comes to education. A great deal of the time, education provides opportunities to provide better services to customers. When staff are able to educate themselves on sensory perception, flavor communication, and responsible service practices; staff members tend to be more confident in their job. This allows them to effectively communicate with customers, recommend beverages based upon specific taste preferences, and provide warm inviting environments in which customers feel trusted and authentic.

Education in addition to providing hospitality professionals with beneficial skill-building and professional development; also offers other aspects of daily life skill-building.

An individual who observes tends to develop an ability to take the time to look closely at details.

Individuals who are effective communicators tend to be able to express thoughts and feelings effectively.

Those who are curious tend to develop an openness to questioning others and being receptive to others' ideas.

Those who possess empathy tend to recognize that all people enter educational settings with varying degrees of background and knowledge.

These are abilities that do not only support personal development but also interpersonal relationships.

Mentorship is also a vital component of education. Those entering the hospitality industry or seeking certification may not always know where to start. Being able to connect with mentors who are experienced and knowledgeable in the field can greatly impact an individual's self-confidence as well as their overall career path.

Mentors allow those who have previously perceived intimidating objectives as attainable objectives.

Education has the capability to unite communities.

Many specialty industries historically have been seen as barriers for entry for newcomers. Educators, however, attempt to break this image by creating educational environments that encourage participation among all learners while fostering a culture of value for diversity in thought. Instead of restricting access to education, educators seek to distribute knowledge freely.

Whereas once questions were viewed as an obstacle; now questions are opportunities for dialogue.

Whereas once differences in opinions were obstacles; now differences in opinion are opportunities for learning.

Whereas once experiences were separate events; now experiences are opportunities for bonding.

Science contributes to the body of knowledge regarding how we perceive flavor and aroma. Sensory education is about the relationship between sensory input, how this influences what we like or dislike, and how the words we use affect how we can express what we have experienced. Sensory education encourages active thinkers and helps develop habits of awareness and consideration of the environment around us.

Beer education enhances awareness of those associated with every aspect of the experience. Farmers produce ingredients for breweries; hospitality professionals provide environments where patrons may enjoy craft beers; educators teach students information; and local communities preserve traditions and histories related to craft brews. Recognition of the time, effort and cooperation that exists among these groups builds respect and gratitude toward the people within the craft brewing industry.

Education does not need to limit itself only to those who want to participate in and learn from it. Education needs to encourage participation. Education should transform fear into trust. Education should promote continuous curiosity.

One of Chris Leguizamon's goals as an educator, presenter and mentor is to make beer education accessible, inclusive and relevant to all potential participants.

The increasing growth of both the hospitality and beverage industries will require education to be a powerful tool. It is not that education produces expertise, but rather education creates connections based upon learning, mutual understanding and shared experiences.

An excellent example of why beer education goes well beyond just educating consumers about the product they purchase demonstrates the education process used by brewing students at Technical University of Munich (TUM) -- which includes aspects of studies well beyond just brewing processes (e.g., sustainability, climate resiliency, agricultural stewardship and long term sustainability of the brewing industry). The educational focus of the TUM students' curriculum is teaching them critical thinking skills, creative problem solving and socially responsible decision making -- clearly showing that ultimately beer education seeks to understand complex relationships between systems, people and decisions affecting the hospitality and beverage industry.

Find out more:

How German brewers use beer education to combat climate change