Business 2000
S I X T H e d i t i o n
www.business2000.ie
Business 2000
s i x t h e d i t i o n
Producing a consistently high quality product is one of the key
challenges facing many organisations. However that challenge becomes
greater when the product is a food or drink, requiring it not only to
taste and look good but also to be safe.
Guinness UDV Ireland produces more than 4 million pints of its famous
stout every single day. This case study looks at how Guinness UDV
Ireland uses world-class manufacturing techniques and Total Quality
Management (TQM) to ensure that these pints are of a consistently
high quality when they leave the brewery, when they arrive at the
outlet, and when they are served to the customer.
St James’s Gate
A brief history
On the last day of December 1759 a 34-year old man named Arthur
Guinness rode through the gate of an old, dilapidated, badly equipped
brewery. It was located on Dublin's James's Street and he had just signed a
lease on the property for 9,000 years.
At the time it may have been seen as a difficult venture to
succeed in. The St James's Gate brewery was little more than
average. Beer was almost unknown in rural Ireland - whiskey,
gin and poteen the alcoholic drinks of the day. However,
brewing was still one of the industries with potential.
Introduction
On top of all this a new beer was challenging the traditional beers. This
beer contained roasted barley, which gave it a characteristically dark
colour. The brew was known as "porter" because of its popularity
amongst the porters at Covent Garden in London.
Arthur Guinness’s strategy was to tackle the English brewers at their own
game. He brewed the deep, rich beverage so well that he eventually
ousted all imports from the Irish market. Not only that, he even began to
capture a share of the English market. By 1825 Guinness Stout was being
sold abroad, and by 1838 the St. James Gate Brewery had become the
largest in Ireland. Its growth continued, with annual production of more
than one million barrels in 1881, and by 1914 St. James's Gate was the
world's largest brewery.
st James’s Gate - Today
Though St James's Gate may no longer be the world's largest brewery, it
certainly ranks as one of the most modern. In addition, Guinness has
brewing operations in 50 countries around the world, and sales in 150
countries. In every one of these locations the brew contains a special
ingredient, which has been brewed at St. James's Gate. So every one of
the 10 million glasses of Guinness enjoyed daily around the world
contains a little bit of the very special brewing skills of Arthur's Dublin
brewery.
There is a heavy emphasis on Quality Assured Production within St
James’s Gate. The brewing operations meet the international ISO 9002
quality standard. Also, in 1996 the St. James's Gate Dublin Brewery
became the first brewery in the world to be accredited to the
International Environmental Management Standard - ISO 14001.
Research & Development at St. James Gate
The St James's Gate, Dublin Brewery is also the home of the Guinness
Technical Centre. Here, the research on raw materials, microbiology,
brewing technology, flavour research and analytical methods for Guinness,
on a world wide basis, is carried out. The Technical Centre also gives
support to the breweries producing Guinness worldwide and works with
the Global Brand Innovation Group to help bring their new product
concepts to full scale production.
The Production Process
Barley, water, hops and yeast are the four main raw ingredients of Guinness.
Over 90,000 tonnes of barley, or almost 10% of the total Irish crop is used
each year in the production of Guinness. Most of the barley is first converted
to malt. This process involves steeping it in water and then drying it. Before
malting, the barley grain is hard – after malting it is crunchy and edible.
The actual production of the pint of Guinness takes place in six main
stages. These are:
At the milling stage the malt
is crushed. The crushed malt
is mixed with flaked barley
and roast barley to give a
substance called grist. The
grist is weighed and fed into
a mash vessel along with hot
water and mixed thoroughly
at approximately 65 degrees
celsius.This process results in
a porridge-like consistency,
which is then passed
through a sieve. The sugary
liquid which results (called wort) is transferred to the copper kettle, while
the grains which are left behind in the sieve are sold as cattle feed.
The hops, which give the beer its distinctive bitter taste, are added to the
copper kettle at this boiling stage.The boiling takes place for about 90 minutes.
Next come fermentation, where yeast is added in the presence of
oxygen. During fermentation the sugars are converted to alcohol and
carbon dioxide. After this the stout is matured for a number of days,
during which there is some secondary fermentation taking place. The
important flavour development also happens at this time.
The whole brewing process takes about 10 days, at the end of which the
full flavour of Guinness has developed. An essential component of the
finished product is carbon dioxide, which gives the beer its famous creamy
head.The stout is next clarified, analysed and tasted before being blended
into Bright Beer Tanks.
In the Bright Beer Tanks the Guinness receives a final quality check. When
the brewers are satisfied, the beer is transferred to kegs, or bulk tankers,
for shipment to packaging plants. On the way to the kegging, a final key
constituent is added. This is nitrogen, which contributes towards the
smoothness and creaminess of the final draught Guinness.
What is Total Quality
Management (TQM)?
Ensuring the quality of the product is of utmost importance for Guinness.
This is achieved using Total Quality Management (TQM). TQM
looks at quality from the external or customer’s perspective. All items
produced must meet or exceed the customer’s expectations. Therefore,
quality is an essential part of every stage of the production process and
not merely as an inspection at the end.
Research shows that most quality issues result from the way people do
things rather than from faults within the production line machinery. For
this reason everyone in the production team, at all levels in the company,
must be dedicated to quality. All employees must share the "quality vision"
and be trained to a high level of competence. "Continuous
improvement" is a key concept and everyone must contribute to
introducing improvements.
Milling
Mashing
Copper Boiling
Fermentation
Maturation
Bright Beer Tanks
QUALITY IN PRODUCTION
Business 2000
s i x t h e d i t i o n
www.business2000.ie
Guinness Quality
Management
Guinness uses world-class manufacturing techniques and Total Quality
Management (TQM). The vision is to have the perfect pint everywhere -
every time. This can only come about by managing quality through all links
from production to the outlet. Guinness refers to these links as the quality
chain, and includes three main stages:
? Ensuring quality of the raw materials being supplied to Guinness
? Ensuring quality within the brewing and packaging processes
? Ensuring that the publican serves the "perfect pint".
Guinness stresses the importance of teamwork in the TQM system and
recognises the value of the team in ensuring that its customers’
expectations are met. The team involved is not limited to those working
within the company – it has to include everyone throughout the process,
from the suppliers of the raw materials at one end through to the
publicans and bar staff at the other end.
Quality Raw Materials
The quality standards employed by Guinness start long before the brewing
process itself. Researching new barley strains, checking that the correct
types of barley are being grown, and monitoring the quality of new
harvests are an essential part of maintaining the quality of the raw
ingredients. With TQM, vendors and suppliers are treated as business
partners, with all parties working to deliver a quality product.
Quality through the Brewing Process
Guinness uses a two-pronged approach to its quality control during the
various stages of the brewing process. The "low tech" approach is to use
trained "tasters", while leading edge technology is also utilised.
beer Tasting - A Qualitative
Approach to Research
Each day at St James’s Gate trained tasters undertake tests on dozens of
samples of beer. All of the company's beers are tasted at regular stages
throughout their lifecycle to ensure they are in peak condition for the
consumer. Tasters score the beer for its aroma, flavour and head quality, as
well as detecting any hint of a deviation from the normal. The unique
flavour of Guinness has been described in various ways including "hearty",
"malty", "mellow", "toasty", and "hoppy".Tasting, while qualitative in nature
is of course, the ultimate quality check. The need for vigilance in ensuring
that the Guinness is brewed to the highest flavour standards is deeply
ingrained in these tasters.
The Guinness is not just tasted at the end of the brewing process. It is also
analysed and tasted at pre-determined stages to ensure that standards are
strictly adhered to. The results of these tastings are immediately
transmitted via computers to the brewers so that quality levels are
maintained. Similarly the tasters’ "scoring" of the different beers are logged
on computer and discussed at a weekly quality assurance meeting.
A note about the Guinness -tasters…….
The tasters are, in the main, comprised of brewers, quality assurance
personnel and other interested Guinness employees. Before becoming
a taster they undergo training.They then volunteer to be placed on the
"tasting" rota.
Most tasting is undertaken in the hour or so before lunch.This is the
best time, because the tasters’ palates are fairly clear and free from
residues such as toothpaste. Any such residues would affect their
ability to taste the beer. Using a special tasting glass (not a pint glass!),
a small quantity of the beer is tested and it is also recommended to
follow a tasting with lunch.
Quality Through
Technology - A Quantitative
Approach to Research
In addition to tasting, Guinness uses leading edge technology to
continuously monitor the brewing process. We have already heard how St
James’s Gate is one of the most advanced breweries in the world. The
technology accurately measures and controls the quantities of ingredients
being used. The temperature at which each process is carried out, and the
duration for which it lasts can also be managed.
Guinness Ireland Group employs about 80 Quality Assurance Laboratory
personnel in its breweries and packaging operations. During the brewing,
fermentation and beer processing stages, measurements are made
continually on items such as:
? levels of dissolved oxygen, carbon dioxide and yeast in the beer
? temperature
? colour
? foaminess of the head
? clarity
? flavour.
Samples are taken at every stage in the process and checked micro-biologically
in the modern, purpose-built Quality Assurance Centres in the breweries.
Even after the brewing has been completed, Guinness has introduced
improvements in the way the beer is loaded into the kegs, cans and bottles.
These improvements have led to beers that are more consistent in flavour
and appearance in the glass.
Quality at the Point-of-Sale
We have seen how the quality of the Guinness product is assured through
the supply of raw materials, the brewing process and the kegging. This
quality assurance is of little value if the product is not still in excellent
condition at the point of sale to the consumer.
Guinness addresses quality in the final link of the supply chain by undertaking
considerable research and development, in both the area of dispensing
equipment and the methods employed in pulling pints. For example, the
current Guinness tap which was developed at a cost of over
1.27 million, is easy to operate and helps ensure that every pint is perfectly
presented. Other developments in this area include the introduction in 1997
of a new gas-blending programme for all the 13,000 or so pubs, clubs and
hotels that sell draught beer on the island of Ireland.The installation of these
systems guarantee consistent dispense gas quality which, along with other
factors, ensure consumers are served perfect pints every time.
All aspects of In Pub Dispense Quality are summarised by the
Guinness 5Cs Quality Programme. The 5Cs consist of:
? C1: Correct gas mixtures
? C2: Consistent dispense temperatures
? C3: Clean beer lines
? C4: Correctly cleaned glasses
? C5: Crafted presentation.
Glossary of terms
tasks and activities
ISO 9002 - This quality assurance model applies to
organisations that produce, install, and service products. ISO
expects organisations to apply this model and meet these
requirements through a quality system.
www.guinnessudvireland.ie
1. Explain the following terms:
? TQM
? Continuous Improvement
? Qualitative Research
? Quality Assurance
? Point-of-Sale
2. Quality at every stage of production ensures that a
consistent product is produced. From the case outline the
different quality controls Guinness UDV Ireland have in
place to ensure consistent product delivery.
3. Batch production is probably the most widely used form
of production. By reviewing the production process at
Guinness UDV Ireland list features that class brewing as
batch production.
Quality of
Raw Materials
Quality within
the Brewing
Process
Quality when
product is
presented in
the outlet
Inbound Logistics Outbound Logistics
Guinness Quality Chain
To ensure that the 5Cs became an integral part of the Total Quality
Management of their products, Guinness UDV Ireland set up the
Guinness Quality Team and now invests 43 million annually in Sales
Quality. Guinness has entered into a partnership with the licensed trade
and provides technical advice and support in all aspects of the 5Cs from
refrigeration, gas systems, back bar layout, glass washing and glass
storage systems. The Guinness Quality Team regularly visits all outlets
where Guinness products are sold on draught. In each outlet, they carry
out a range of quality assurance activities and also advise bar staff on
delivering the perfect pint.
Guinness also recognises the importance of having its pints pulled by
well-trained bar staff.To date, more than 15,000 bar staff have attended
Guinness training courses which cover all aspects of product
knowledge, beer cooling, equipment maintenance and hygiene.
Summary
This case study has explained the Guinness supply chain from raw
materials, through brewing and packaging to the presentation of the
pint in the pub, hotel or club. We have seen how Guinness uses Total
Quality Management to ensure that the customer always receives a pint
that meets his or her expectations.
The colour of the resulting light indicates
the quality of the exposed Guinness
Example: - Visual Quality Check
UV Light Test
Resultant
Light
Guinness Exposed
to Light Test
While every effort has been made to ensure the accuracy of information contained in this case study, no liability shall attach to either The Irish Times Ltd. or Woodgrange Technologies Ltd. for any errors or omissions in this case study.
doc_308649587.pdf
S I X T H e d i t i o n
www.business2000.ie
Business 2000
s i x t h e d i t i o n
Producing a consistently high quality product is one of the key
challenges facing many organisations. However that challenge becomes
greater when the product is a food or drink, requiring it not only to
taste and look good but also to be safe.
Guinness UDV Ireland produces more than 4 million pints of its famous
stout every single day. This case study looks at how Guinness UDV
Ireland uses world-class manufacturing techniques and Total Quality
Management (TQM) to ensure that these pints are of a consistently
high quality when they leave the brewery, when they arrive at the
outlet, and when they are served to the customer.
St James’s Gate
A brief history
On the last day of December 1759 a 34-year old man named Arthur
Guinness rode through the gate of an old, dilapidated, badly equipped
brewery. It was located on Dublin's James's Street and he had just signed a
lease on the property for 9,000 years.
At the time it may have been seen as a difficult venture to
succeed in. The St James's Gate brewery was little more than
average. Beer was almost unknown in rural Ireland - whiskey,
gin and poteen the alcoholic drinks of the day. However,
brewing was still one of the industries with potential.
Introduction
On top of all this a new beer was challenging the traditional beers. This
beer contained roasted barley, which gave it a characteristically dark
colour. The brew was known as "porter" because of its popularity
amongst the porters at Covent Garden in London.
Arthur Guinness’s strategy was to tackle the English brewers at their own
game. He brewed the deep, rich beverage so well that he eventually
ousted all imports from the Irish market. Not only that, he even began to
capture a share of the English market. By 1825 Guinness Stout was being
sold abroad, and by 1838 the St. James Gate Brewery had become the
largest in Ireland. Its growth continued, with annual production of more
than one million barrels in 1881, and by 1914 St. James's Gate was the
world's largest brewery.
st James’s Gate - Today
Though St James's Gate may no longer be the world's largest brewery, it
certainly ranks as one of the most modern. In addition, Guinness has
brewing operations in 50 countries around the world, and sales in 150
countries. In every one of these locations the brew contains a special
ingredient, which has been brewed at St. James's Gate. So every one of
the 10 million glasses of Guinness enjoyed daily around the world
contains a little bit of the very special brewing skills of Arthur's Dublin
brewery.
There is a heavy emphasis on Quality Assured Production within St
James’s Gate. The brewing operations meet the international ISO 9002
quality standard. Also, in 1996 the St. James's Gate Dublin Brewery
became the first brewery in the world to be accredited to the
International Environmental Management Standard - ISO 14001.
Research & Development at St. James Gate
The St James's Gate, Dublin Brewery is also the home of the Guinness
Technical Centre. Here, the research on raw materials, microbiology,
brewing technology, flavour research and analytical methods for Guinness,
on a world wide basis, is carried out. The Technical Centre also gives
support to the breweries producing Guinness worldwide and works with
the Global Brand Innovation Group to help bring their new product
concepts to full scale production.
The Production Process
Barley, water, hops and yeast are the four main raw ingredients of Guinness.
Over 90,000 tonnes of barley, or almost 10% of the total Irish crop is used
each year in the production of Guinness. Most of the barley is first converted
to malt. This process involves steeping it in water and then drying it. Before
malting, the barley grain is hard – after malting it is crunchy and edible.
The actual production of the pint of Guinness takes place in six main
stages. These are:
At the milling stage the malt
is crushed. The crushed malt
is mixed with flaked barley
and roast barley to give a
substance called grist. The
grist is weighed and fed into
a mash vessel along with hot
water and mixed thoroughly
at approximately 65 degrees
celsius.This process results in
a porridge-like consistency,
which is then passed
through a sieve. The sugary
liquid which results (called wort) is transferred to the copper kettle, while
the grains which are left behind in the sieve are sold as cattle feed.
The hops, which give the beer its distinctive bitter taste, are added to the
copper kettle at this boiling stage.The boiling takes place for about 90 minutes.
Next come fermentation, where yeast is added in the presence of
oxygen. During fermentation the sugars are converted to alcohol and
carbon dioxide. After this the stout is matured for a number of days,
during which there is some secondary fermentation taking place. The
important flavour development also happens at this time.
The whole brewing process takes about 10 days, at the end of which the
full flavour of Guinness has developed. An essential component of the
finished product is carbon dioxide, which gives the beer its famous creamy
head.The stout is next clarified, analysed and tasted before being blended
into Bright Beer Tanks.
In the Bright Beer Tanks the Guinness receives a final quality check. When
the brewers are satisfied, the beer is transferred to kegs, or bulk tankers,
for shipment to packaging plants. On the way to the kegging, a final key
constituent is added. This is nitrogen, which contributes towards the
smoothness and creaminess of the final draught Guinness.
What is Total Quality
Management (TQM)?
Ensuring the quality of the product is of utmost importance for Guinness.
This is achieved using Total Quality Management (TQM). TQM
looks at quality from the external or customer’s perspective. All items
produced must meet or exceed the customer’s expectations. Therefore,
quality is an essential part of every stage of the production process and
not merely as an inspection at the end.
Research shows that most quality issues result from the way people do
things rather than from faults within the production line machinery. For
this reason everyone in the production team, at all levels in the company,
must be dedicated to quality. All employees must share the "quality vision"
and be trained to a high level of competence. "Continuous
improvement" is a key concept and everyone must contribute to
introducing improvements.
Milling
Mashing
Copper Boiling
Fermentation
Maturation
Bright Beer Tanks
QUALITY IN PRODUCTION
Business 2000
s i x t h e d i t i o n
www.business2000.ie
Guinness Quality
Management
Guinness uses world-class manufacturing techniques and Total Quality
Management (TQM). The vision is to have the perfect pint everywhere -
every time. This can only come about by managing quality through all links
from production to the outlet. Guinness refers to these links as the quality
chain, and includes three main stages:
? Ensuring quality of the raw materials being supplied to Guinness
? Ensuring quality within the brewing and packaging processes
? Ensuring that the publican serves the "perfect pint".
Guinness stresses the importance of teamwork in the TQM system and
recognises the value of the team in ensuring that its customers’
expectations are met. The team involved is not limited to those working
within the company – it has to include everyone throughout the process,
from the suppliers of the raw materials at one end through to the
publicans and bar staff at the other end.
Quality Raw Materials
The quality standards employed by Guinness start long before the brewing
process itself. Researching new barley strains, checking that the correct
types of barley are being grown, and monitoring the quality of new
harvests are an essential part of maintaining the quality of the raw
ingredients. With TQM, vendors and suppliers are treated as business
partners, with all parties working to deliver a quality product.
Quality through the Brewing Process
Guinness uses a two-pronged approach to its quality control during the
various stages of the brewing process. The "low tech" approach is to use
trained "tasters", while leading edge technology is also utilised.
beer Tasting - A Qualitative
Approach to Research
Each day at St James’s Gate trained tasters undertake tests on dozens of
samples of beer. All of the company's beers are tasted at regular stages
throughout their lifecycle to ensure they are in peak condition for the
consumer. Tasters score the beer for its aroma, flavour and head quality, as
well as detecting any hint of a deviation from the normal. The unique
flavour of Guinness has been described in various ways including "hearty",
"malty", "mellow", "toasty", and "hoppy".Tasting, while qualitative in nature
is of course, the ultimate quality check. The need for vigilance in ensuring
that the Guinness is brewed to the highest flavour standards is deeply
ingrained in these tasters.
The Guinness is not just tasted at the end of the brewing process. It is also
analysed and tasted at pre-determined stages to ensure that standards are
strictly adhered to. The results of these tastings are immediately
transmitted via computers to the brewers so that quality levels are
maintained. Similarly the tasters’ "scoring" of the different beers are logged
on computer and discussed at a weekly quality assurance meeting.
A note about the Guinness -tasters…….
The tasters are, in the main, comprised of brewers, quality assurance
personnel and other interested Guinness employees. Before becoming
a taster they undergo training.They then volunteer to be placed on the
"tasting" rota.
Most tasting is undertaken in the hour or so before lunch.This is the
best time, because the tasters’ palates are fairly clear and free from
residues such as toothpaste. Any such residues would affect their
ability to taste the beer. Using a special tasting glass (not a pint glass!),
a small quantity of the beer is tested and it is also recommended to
follow a tasting with lunch.
Quality Through
Technology - A Quantitative
Approach to Research
In addition to tasting, Guinness uses leading edge technology to
continuously monitor the brewing process. We have already heard how St
James’s Gate is one of the most advanced breweries in the world. The
technology accurately measures and controls the quantities of ingredients
being used. The temperature at which each process is carried out, and the
duration for which it lasts can also be managed.
Guinness Ireland Group employs about 80 Quality Assurance Laboratory
personnel in its breweries and packaging operations. During the brewing,
fermentation and beer processing stages, measurements are made
continually on items such as:
? levels of dissolved oxygen, carbon dioxide and yeast in the beer
? temperature
? colour
? foaminess of the head
? clarity
? flavour.
Samples are taken at every stage in the process and checked micro-biologically
in the modern, purpose-built Quality Assurance Centres in the breweries.
Even after the brewing has been completed, Guinness has introduced
improvements in the way the beer is loaded into the kegs, cans and bottles.
These improvements have led to beers that are more consistent in flavour
and appearance in the glass.
Quality at the Point-of-Sale
We have seen how the quality of the Guinness product is assured through
the supply of raw materials, the brewing process and the kegging. This
quality assurance is of little value if the product is not still in excellent
condition at the point of sale to the consumer.
Guinness addresses quality in the final link of the supply chain by undertaking
considerable research and development, in both the area of dispensing
equipment and the methods employed in pulling pints. For example, the
current Guinness tap which was developed at a cost of over
1.27 million, is easy to operate and helps ensure that every pint is perfectly
presented. Other developments in this area include the introduction in 1997
of a new gas-blending programme for all the 13,000 or so pubs, clubs and
hotels that sell draught beer on the island of Ireland.The installation of these
systems guarantee consistent dispense gas quality which, along with other
factors, ensure consumers are served perfect pints every time.
All aspects of In Pub Dispense Quality are summarised by the
Guinness 5Cs Quality Programme. The 5Cs consist of:
? C1: Correct gas mixtures
? C2: Consistent dispense temperatures
? C3: Clean beer lines
? C4: Correctly cleaned glasses
? C5: Crafted presentation.
Glossary of terms
tasks and activities
ISO 9002 - This quality assurance model applies to
organisations that produce, install, and service products. ISO
expects organisations to apply this model and meet these
requirements through a quality system.
www.guinnessudvireland.ie
1. Explain the following terms:
? TQM
? Continuous Improvement
? Qualitative Research
? Quality Assurance
? Point-of-Sale
2. Quality at every stage of production ensures that a
consistent product is produced. From the case outline the
different quality controls Guinness UDV Ireland have in
place to ensure consistent product delivery.
3. Batch production is probably the most widely used form
of production. By reviewing the production process at
Guinness UDV Ireland list features that class brewing as
batch production.
Quality of
Raw Materials
Quality within
the Brewing
Process
Quality when
product is
presented in
the outlet
Inbound Logistics Outbound Logistics
Guinness Quality Chain
To ensure that the 5Cs became an integral part of the Total Quality
Management of their products, Guinness UDV Ireland set up the
Guinness Quality Team and now invests 43 million annually in Sales
Quality. Guinness has entered into a partnership with the licensed trade
and provides technical advice and support in all aspects of the 5Cs from
refrigeration, gas systems, back bar layout, glass washing and glass
storage systems. The Guinness Quality Team regularly visits all outlets
where Guinness products are sold on draught. In each outlet, they carry
out a range of quality assurance activities and also advise bar staff on
delivering the perfect pint.
Guinness also recognises the importance of having its pints pulled by
well-trained bar staff.To date, more than 15,000 bar staff have attended
Guinness training courses which cover all aspects of product
knowledge, beer cooling, equipment maintenance and hygiene.
Summary
This case study has explained the Guinness supply chain from raw
materials, through brewing and packaging to the presentation of the
pint in the pub, hotel or club. We have seen how Guinness uses Total
Quality Management to ensure that the customer always receives a pint
that meets his or her expectations.
The colour of the resulting light indicates
the quality of the exposed Guinness
Example: - Visual Quality Check
UV Light Test
Resultant
Light
Guinness Exposed
to Light Test
While every effort has been made to ensure the accuracy of information contained in this case study, no liability shall attach to either The Irish Times Ltd. or Woodgrange Technologies Ltd. for any errors or omissions in this case study.
doc_308649587.pdf