Our Craft Beer Sales Training Curriculum
Hopsonomy is Modern Training's craft beer sales training curriculum. It teaches the people who sell craft beer, from styles and flavor language to confident recommendations, and it doubles as proof of what we build: a complete curriculum, productized and ready to deploy.
A Full Curriculum for Anyone Who Sells Craft Beer
Hopsonomy shows what happens when training content is built to travel: a complete sales training curriculum with its own brand. It's also the flagship example of our Knowledge Base work, because a proven curriculum like Hopsonomy can be packaged as knowledge your AI tools draw on.
Explore Prebuilt Agents + Knowledge Bases →Inside the Curriculum
Courses run from beer styles and ingredients to sales skills and service, each built in Hopsonomy's own brand.
A few of the course covers from the Hopsonomy curriculum.
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Beer Basics
3 coursesStart at the beginning, with an introduction to the ingredients in beer, a quick overview of the brewing process, and some of the vocabulary everyone who sells beer should know.
Beer Language
Talk about beer with confidence by learning the words brewers and beer fans use. You'll learn the two big families of beer, the types of breweries, the key brewing terms, and the words that describe how a beer tastes and feels.
What you'll learn
- Explain the difference between ales and lagers.
- Define draft beer and kegs.
- Tell microbreweries, brewpubs, and taproom breweries apart.
- Define key brewing terms, including mash, wort, fermentation, alcohol by volume (ABV), and carbonation.
- Describe a beer's bitterness, body, and mouthfeel.
Beer Ingredients
Most beers are made from grain, water, hops, and yeast. Learn what each ingredient adds to a beer, from color and sugar to aroma, bitterness, and alcohol, so you can explain why beers taste different.
What you'll learn
- Name the four ingredients in beer.
- Explain how grains add color, flavor, and the sugar that becomes alcohol.
- Describe how water affects the finished beer.
- Identify the aromas, flavors, and bitterness that hops add.
- Explain how yeast makes alcohol, carbonation, and fruity or spicy flavors.
Brewing
Follow beer from grain to glass. You'll see each step of brewing, from soaking grain in water to boiling the wort, adding hops, and fermenting with yeast, so you can explain how beer is made in a few simple steps.
What you'll learn
- Explain how mashing turns grain and water into wort.
- Describe when brewers boil the wort and add hops.
- Explain how yeast turns sugar into alcohol and carbonation.
- List the brewing ingredients in the order brewers use them.
Service
5 coursesDraft System Basics
A draft system delivers beer from where it's stored to where it's poured. Learn how keg coolers, kegs, gas, couplers, regulators, lines, and faucets work together, so you know what's behind every pour.
What you'll learn
- Describe keg coolers and direct draw systems (kegerators).
- Identify common keg sizes and how much beer each one holds.
- Explain how gas pushes beer from the keg to the faucet.
- Name the parts of a draft system and what each one does.
Troubleshooting Draft Systems
Keep every draft beer pouring at its best. Learn how temperature, pressure, and dirty lines affect the pour and how to fix the most common problems. You'll also learn what to check first when a faucet pours only foam or nothing at all, and how to change a keg.
What you'll learn
- Explain how temperature and pressure affect the pour.
- Check each part of the draft system to find the cause of extra foam.
- Recognize the off-flavors that signal a dirty beer line.
- Follow the industry standard for cleaning beer lines.
- Make small adjustments yourself and call a professional for major ones.
- Check for an empty keg and change it.
Glassware
Coming soonGlassware affects a beer's aroma, temperature, and flavor. Learn the most common beer glasses, from shaker pints and nonics to tulips, weizens, and steins, and which beers to serve in each one.
What you'll learn
- Explain how glassware affects a beer's aroma, temperature, and flavor.
- Identify common beer glasses and their sizes.
- Match beer styles to the glasses that suit them.
Beer Clean Glass
Coming soonServe every beer at its best in a beer clean glass, with no marks, grease, or germs. Learn how to wash, rinse, sanitize, dry, and store glasses, plus two quick ways to test a glass before you pour.
What you'll learn
- Describe what makes a glass beer clean.
- Wash, rinse, and sanitize glasses in a 3-bay sink.
- Clean glasses in a dishwasher used only for bar glassware.
- Air dry glasses on a rubber or metal rack and store them chilled or at room temperature.
- Test glasses with the lacing test and the sheeting test.
Pouring and Delivering Beer
A great pour improves the quality of draft beer and saves beer. Learn the steps for a perfect draft pour, how much foam to aim for, and how to deliver and name each beer, so your guests always know what they're drinking.
What you'll learn
- Pour draft beer with the glass at a 45° angle and the faucet fully open.
- Finish each pour with ½ to 1 inch of foam.
- Pour bottles and cans for guests at the bar or table.
- Deliver beer with labels and logos facing your guests.
- Name each beer as you serve it, including every beer in a flight.
Beer Styles
13 coursesWe teach styles in a few different ways. The basics include typical ranges for color, bitterness, and ABV. Then, we show examples of real brands so you can see a range of flavors and other characteristics within the same style, like a virtual tasting. Most courses compare two related styles, so you can see how they're similar and different, learning through comparison.
Legends
Learn about legendary beers from American craft beer history. Some were brewing pioneers, and some defined or even created a beer style. Your customers may already know these beers, which helps you talk about the beers they inspired.
What you'll learn
- Explain what makes a craft beer a legend.
- Describe legendary American craft beers and the styles they helped define.
- Use Mood Pairings to match a beer with an experience.
American Lagers + Pilsners
American lagers and pilsners share a crystal clear appearance, light body, and grainy malt flavors. Learn how their bitterness and hop flavors set them apart, with real examples of each style.
What you'll learn
- Describe the typical color, bitterness, and ABV of American lagers and pilsners.
- Explain how American lagers and pilsners are similar and how they're different.
- Describe real examples of each style using brewers' notes and tasting notes.
- Use Mood Pairings to match a beer with an experience.
Kölsch + Helles
Kölsch and helles are light, balanced, and easy to drink. Learn how the unique yeast strain in each style affects its flavor and carbonation, with real examples of each style and videos from craft breweries.
What you'll learn
- Describe the typical color, bitterness, and ABV of kölsch and helles.
- Explain how each style's yeast strain affects its flavor and carbonation.
- Describe real examples of each style using brewers' notes and tasting notes.
- Use Mood Pairings to match a beer with an experience.
Wheats + Hefeweizens
Wheat beers and hefeweizens look almost the same, and each style's yeast gives it different flavors, like pepper, banana, and clove. Learn how traditional hefeweizens and modern American wheat beers compare, with real examples of each style.
What you'll learn
- Describe the typical color, bitterness, and ABV of wheat beers and hefeweizens.
- Explain how wheat beers and hefeweizens are similar and how they're different.
- Describe real examples of each style using brewers' notes and tasting notes.
- Use Mood Pairings to match a beer with an experience.
Shandies + Radlers
Shandies and radlers are fruit and beer hybrids with low alcohol, high carbonation, and fruit-forward flavors. Learn how they differ, from the lemonade or citrus juice in radlers to the ginger beer, sodas, and fruit juices in shandies.
What you'll learn
- Describe the typical color, bitterness, and ABV of shandies and radlers.
- Explain the mixers used in shandies and radlers.
- Describe real examples of each style using brewers' notes and tasting notes.
- Use Mood Pairings to match a beer with an experience.
Wild Ales + Kettle Sours
Wild ales and kettle sours get their sour, tart, and funky flavors from wild yeast and bacteria. Learn how brewers use them, how kettle sours differ in time and taste, and the terms you need to describe both styles.
What you'll learn
- Explain what makes a beer a wild ale.
- Name the yeast and bacteria used in wild ales and the flavors each one creates.
- Describe how kettle sours and wild ales differ in brewing time and flavor.
- Describe the color, flavors, alcohol, and bitterness of wild ales.
IPAs + Pale Ales
IPAs and pale ales are both high in bitterness, medium in body, and pale to amber in color. Learn how their bitterness and alcohol set them apart, with real examples of each style.
What you'll learn
- Describe the typical color, bitterness, and ABV of IPAs and pale ales.
- Explain how IPAs and pale ales are similar and how they're different.
- Describe real examples of each style using brewers' notes and tasting notes.
- Use Mood Pairings to match a beer with an experience.
Hazy IPAs + Milkshake IPAs
Juicy, hazy, New England, milkshake...what does it all mean? Hazy and milkshake IPAs share tropical hop flavors, higher alcohol, high bitterness, and a hazy appearance. Learn how a unique ingredient makes milkshake IPAs a touch sweeter, with real examples of each style.
What you'll learn
- Describe the typical color, bitterness, and ABV of hazy IPAs and milkshake IPAs.
- Explain how hazy IPAs and milkshake IPAs are similar and how they're different.
- Describe real examples of each style using brewers' notes and tasting notes.
- Use Mood Pairings to match a beer with an experience.
Witbiers + Saisons
Witbiers and saisons share spice flavors, low bitterness, and a light body. Learn how their mouthfeel, yeast strains, and sometimes alcohol set them apart, with real examples of each style.
What you'll learn
- Describe the typical color, bitterness, and ABV of witbiers and saisons.
- Explain how witbiers and saisons are similar and how they're different.
- Describe real examples of each style using brewers' notes and tasting notes.
- Use Mood Pairings to match a beer with an experience.
Oktoberfest Beers
Oktoberfest beer is a German category that includes Märzen and Festbier. Märzen is fuller and sweeter, and Festbier is lighter in body and color with a dry finish. Learn why these beers are paired together, with real examples of each.
What you'll learn
- Describe the typical color, bitterness, and ABV of Märzen and Festbier.
- Explain how Märzen and Festbier are similar and how they're different.
- Describe real examples of each style using brewers' notes and tasting notes.
- Use Mood Pairings to match a beer with an experience.
Porters + Stouts
Porters and stouts share a similar color, aroma, bitterness, and malt-forward flavor. Learn how roasted malt flavors and alcohol set them apart, with real examples of each style.
What you'll learn
- Describe the typical color, bitterness, and ABV of porters and stouts.
- Explain how porters and stouts are similar and how they're different.
- Describe real examples of each style using brewers' notes and tasting notes.
- Use Mood Pairings to match a beer with an experience.
Ciders
Learn why hard cider is more than apple juice and alcohol. You'll learn how ciders are made, what all ciders have in common, and how they differ, with a few real examples.
What you'll learn
- Explain how hard cider is made.
- Describe what all ciders have in common and how they differ.
- Describe real examples of hard cider using tasting notes.
Seltzers
Hard seltzers are fermented like beer, using a different source of sugar. Learn how hard seltzers are made, how their ingredients compare to beer, and how to describe their color, flavors, ABV, and bitterness, with tasting notes on popular seltzers.
What you'll learn
- Explain how hard seltzers are made.
- Compare the ingredients in hard seltzer and beer.
- Describe the typical color, flavors, ABV, and bitterness of hard seltzers.
- Describe popular hard seltzers using tasting notes.
Sales Skills
5 coursesWe build craft beer sales skills step by step, starting with how to taste and describe beer. From there, you learn techniques for starting conversations with customers, then use those skills to pair customers with a beer using our shortcuts or the PairChart.
Tasting Beer
Tasting beer builds the skills you need to describe and sell it. Learn to judge a beer by its appearance, flavor, and mouthfeel, and trace common flavors back to malt, hops, and yeast, so you know what makes each beer worth recommending.
What you'll learn
- Describe a beer's appearance by its color, clarity, and head.
- Explain how aroma and taste make up flavor.
- Identify common malt, hop, and yeast flavors.
- Describe mouthfeel by body, carbonation, and alcoholic warmth.
- Explain how balance shapes a beer.
Describing Beer
Describing a beer well helps you sell it. Learn six ways to describe any beer: flavor, hype, price, color, style, and ABV. Real examples show you how to help guests find a beer they'll love.
What you'll learn
- Describe beer flavors from malt, hops, and yeast.
- Use a beer's popularity to help guests choose.
- Talk about price when it's low or high.
- Describe color with six specific terms.
- Compare a beer to others in its style.
- Explain when ABV matters to guests.
Starting Conversations About Beer
Good conversations help you sell beer. Learn conversation starters you can make your own for any situation, from special occasions and weather to specials, new beers, samples, and brewery taprooms, so you approach every guest with confidence.
What you'll learn
- Use conversation starters to approach guests with confidence.
- Adapt starters to the occasion, the weather, and the guest's beer knowledge.
- Start conversations with specials, new beers, and samples.
- Use starters made for breweries and taprooms.
- Ask questions to learn what each guest wants to buy.
Customer Profiles
Match customers with the right beer faster. Learn the four craft beer customer profiles: Beginners, Explorers, Enthusiasts, and Experts. You'll learn to spot each profile by what customers say and use a shortcut to recommend a beer for each one.
What you'll learn
- Describe the four craft beer customer profiles.
- Identify a customer's profile by what they say.
- Interact, identify, and recommend to match customers with a beer.
- Use the shortcut for each profile to recommend a beer quickly.
- Use two go-to questions to get to know your customers.
Pairing Beer with People
When a shortcut won't work, ask the right questions. Learn to use the PairChart to find a guest's preferences for color and body, flavor, and alcohol, then suggest a beer style that fits.
What you'll learn
- Ask about color and body, flavor, and alcohol to learn a guest's preferences.
- Use the PairChart to match preferences to beer styles.
- Suggest close options when no single style fits.
Certificate
1 courseHopsonomist Certificate Exam
Earn your Hopsonomist Certificate for craft beer sales. The exam covers Beer Basics, Beer Styles, and Sales Skills, and passing it issues a digital certificate you can share and print.
"Hopsonomy is an amazing tool! I've seen it help servers go from knowing absolutely nothing about beer and being intimidated about even mentioning beer, to talking to customers and recommending beers with confidence."
Common Questions
What is Hopsonomy?
Hopsonomy is Modern Training's craft beer sales training curriculum. Its courses cover beer basics, service, beer styles, and sales skills, plus the Hopsonomist Certificate Exam.
Who is Hopsonomy for?
Teams that sell craft beer at restaurants, breweries, bars, liquor stores, hotels, grocery stores, and distributors.
How do we get it?
Hopsonomy courses work like our other prebuilt courses: a one-time purchase with a lifetime license. Schedule time to meet, and we'll help you pick the courses for your team.
Can you build courses on our own beers?
Yes. We build custom courses, like a course on a brewery's signature beers. We can also create or refresh other learning content, including print and video.
Teach Your Team to Sell Craft Beer
Ready to put Hopsonomy to work? Let's pick your courses.
