The origins of alcohol and beverage trends -- Introduction to wine and service -- Viticulture outside in the vineyard -- Enology inside the winery -- The wine styling approach white wines -- The wine styling approach red wines -- Other wines sparkling, fortified and dessert wines -- The brewery beer production and service -- Beer styles ales and lagers of the world -- Sake cider and mead -- The distillery spirits and liqueurs of the world -- Mixology the art and science of the cocktail -- Coffee and tea -- Constructing the beverage concept -- Managing for profit -- Marketing the beverage establishment.