EXECUTIVE SUMMARY
Professional Certificate in Craft Beer Program
Environmental Scan Research Results
March 2013
Background
Based upon an inquiry to develop a Craft Beer program, the College of Extended Studies conducted extensive
research from February – March 2013. The College is exploring the feasibility of offering a Professional
Certificate in Craft Beer to individuals from various fields. The following people met to discuss the program:
Wendy Evers, Jaclyn Kezirian, Giana Rodriguez and Adrienne Richart.
Project Challenges
1. How many schools have the same type of program in San Diego and across the country?
2. How many of these were face to face and online?
3. How many offered a program like SDSU is proposing as a certificate, graduate certificate, or masters? How
long have the top programs been running?
4. What are the top 10 courses or subject areas?
5. What are the new trends, ideas for projects, final papers, etc. that are best practices?
6. What are the top three competitors in our area or across the country? Why? Do they have online or do they
have prestige as a University?
7. From reviewing the colleges and their marketing, who is the audience? EX: College students, career people,
etc.
8. What is the sustainability of the other programs? How long have they been running? What are their
enrollments like?
Project Sources
1.
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Internet research
Email inquiries
Online articles
Extensive surveys
Craft Beer networking events – 2013 San Diego Epic Beer Festival
Associations – Brewers Association & San Diego Brewers Guild
Results
Twenty-four schools and training facilities across the nation offer Craft Beer programs similar to what SDSU
would like to develop. Nine of the programs are online courses. The additional fifteen programs are on-site, in
classrooms or in breweries. Of those fifteen, ten are nationwide (two are still in the development stage) and five
are international. Only two universities offer a hybrid learning curriculum and they are outside of California.
Several of the researched schools use workshops and lectures as additional tools. In San Diego the only
competition is with UCSD Extension, who is launching their new Professional Certificate in Brewing during
Summer 2013. For research purposes, only the programs that would be our competition were reviewed.
Therefore, nationwide there are only three undergraduate certificates, and one graduate certificate that is still
being developed. UC Davis is the only college that offers a Master Brewing Program.
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2013 - SDSU, College of Extended Studies – New Initiatives and Outreach Department
The length of how long all the programs have been running (sustainable) was difficult to determine. However,
research shows that this has been a popular trend for over 40 years. UC Davis has been offering a unique
specialization in brewing science since 1958. Research also shows that this is a popular trend that is
continuously expanding across the country. Auburn University wants to tap into the booming craft beer market
and offer a certification in brewing science, one that is similar to UC Davis.
Each program differs in their style of structure. From the schools researched, the top ten subject areas are:
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History of Beer/History of Brewing
Sensory Tasting
Beer Flavor and Evaluation
Beer Styles
Brewing Microbiology
Principles of Biochemistry of Brewing
Food and Beer Pairings
Brewing Process
Serving Beer
Beer Packaging
Survey Monkey Results: Craft Beer Areas of Interest
91.0%
58.2%
77.6%
49.3%
79.1%
79.1%
49.3%
62.7%
44.8%
64.2%
56.7%
Beer
Ingredie
ABC
Knowing Keeping Flavor
Pairing service:
History
nts and
laws
Draft Marketin Distributi
beers
and
and
beer glass/dr
of craft
brewing
and mainten g craft on and
and
serving evaluati
with aft/temp
beer
process
regulatio ance
beer
sales
styles
beer
on
food erature
es
ns
compo…
Series1 58.2% 91.0% 49.3% 77.6% 79.1% 79.1% 49.3% 62.7% 44.8% 64.2% 56.7%
Many of the colleges require prerequisites or an entrance exam that covers basic college-level subjects to ensure
students have a foundation for the science and math-heavy programs. The first two subject areas listed below
are the most sought-after prerequisites:
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Mathematics (pre-calculus)
Chemistry: organic, inorganic or analytical
Biological sciences: microbiology, cell physiology or biochemistry
Physics: heat and mechanics or process control
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2013 - SDSU, College of Extended Studies – New Initiatives and Outreach Department

Engineering: topics in mechanical or chemical engineering
Certifications
Research also showed multiple online courses that focus on beer knowledge sessions that prepare individuals to
pass industry exams such as the Cicerone, Beer Judge Certification Program (BJCP ) and Beer Steward Exams.
Based on the research, SDSU has decided to move forward with compiling a syllabus that parallels the Cicerone
Certification Program. SDSU would prepare students with the required beer knowledge to pass the exams to
become a certified Cicerone. To encourage involvement by those with various interests and goals, the program
offers three levels of certification: Certified Beer Server, Certified Cicerone and Master Cicerone. SDSU has
decided to focus on the first two levels of certification. Level I and Level II both require strong knowledge area
responsibilities. According to the program, “The Certified Beer Server requires competent knowledge of beer
storage and service issues as well as modest knowledge of beer styles and culture and basic familiarity with beer
tasting and flavors and basic knowledge about brewing process and ingredients. Knowledge of the Cicerone
Certification Program's levels and titles is also required.”
The Level II Certified Cicerone, “must have detailed knowledge of retail beer storage and service issues,
excellent knowledge of modern beers and styles with some familiarity with beer history and historical styles,
competence in identifying flawed beers and recognizing appropriate and in-appropriate flavors in modern beer
styles, good understanding of the beer ingredients and familiarity with the brewing process and its common
variations plus knowledge of beer pairing principles and the ability to recommend reasonable beer pairings for
common foods.”
Would you be interested in taking a Craft Beer Program
as preparation for Cicerone Certification?
45%
55%
Yes
No
Survey Monkey Results
Responses Count: 75
Listed below are the top three potential competitors in our area or across the country. This is based on location,
prestige as a University and program structure.
1. UCSD Extension is about to launch a new Professional Certificate in Brewing in Summer 2013.
The certificate will run from end of June – beginning of September. There will be an entrance
exam for anyone interested in the program and it will cover basic college-level science and math.
This program will be more advanced and will train people for the burgeoning craft beer industry
in San Diego. The coursework will include interactive classroom lectures at UCSD Extension
facilities, as well as hands-on training with several of the most successful craft breweries in the
U.S., here in San Diego.
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2013 - SDSU, College of Extended Studies – New Initiatives and Outreach Department
2. UC Davis Extension offers three professional brewing programs: Master Brewers Program,
Professional Brewers Certificate Program and Diploma in Brewing Examination Review
Sessions. The Professional Brewers Certificate Program would be SDSU’s biggest competition
because it is an undergrad certificate. The program is not offered online.
http://extension.ucdavis.edu/unit/brewing/course/description/?type=A&unit=BR&SectionID=16
4402&prglist=PBC
3. Central Washington University offers a Craft Beer Trade Certificate. The 16-credit certificate
course is designed to prepare graduates for different areas of the beer industry. Students will be
taught using approaches such as lab work, field trips and guest lectures from industry
professionals. http://www.cwu.edu/ce/craft-beer-trade-certificate-0
Potential Audience
After reviewing the colleges and their marketing, the audience for SDSU’s Professional Certificate in Craft
Beer would be for anyone interested in learning about the craft beer industry. This includes but is not limited to:
students, servers, bartenders, restaurant employees, beverage company employees (i.e. BevMo), grocery store
employees (i.e. Trader Joe’s), career people, individuals interested in owning a brewery, individuals looking for
Cicerone preparation and anyone 21+ looking for a new hobby or career.
Would you be Interested in taking a Craft Beer
Certificate for General Knowledge and Interest?
21%
Yes
79%
No
Response Count: 61
SDSU used Survey Monkey to survey the potential audience. When asked the question, “Why would a
Professional Certificate in Craft Beer help you to reach your career goals or improve your current
profession/business?” the following responses were submitted:
 “To open a new restaurant with craft beers in mind.”
 “I have completed the certificate in the business of wine courses, and although I am interested in the
wine industry, I believe that having knowledge in all aspects of the beverage industry makes one more
versatile and able to advance in this type of career.”
 “There isn’t any comparable classroom education available in San Diego offering training in the field of
Craft Beer.”
 “Because I plan on owning a brewery.”
 “Not in the industry but would help satisfy personal goals and interests, private investment options as
well.”
 “Sounds fun!”
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2013 - SDSU, College of Extended Studies – New Initiatives and Outreach Department
Key Observations
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According to the Brewers Association, “The craft brewing industry grew 13 percent by beer produced
and 15 percent by money made in 2011, exceeding similar gains of the previous year. Their sales
comprise 9.1 percent of the U.S. market.”
According to the Brewers Association, “sales of craft brews surged 14 percent in the first six months of
2012 and the number of American breweries hit a 125-year high of 2,126.”
San Diego has a booming Craft Beer industry! According to the San Diego Brewers Guild, there are
over 60 Craft Breweries in San Diego and over 50 allied pub members.
SDSU created a Certificate in Craft Beer survey on Survey Monkey, and the results showed a strong
interest and audience in the program, ranging from weather forecasters at USMC to owners and CFO’s
of local breweries (i.e. Mad Lab Craft Brewing & Aztec Brewing Company).
The College of Extended Studies at SDSU is
considering developing a Professional Certificate in
Craft Beer that would teach people how to work in the
industry. Would you and your colleagues be interested?
80.0%
67%
60.0%
Yes
40.0%
21.5%
20.0%
11.4%
0.0%
Yes
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No
Not Sure
No
Not Sure
Response Count: 79
Based on our Survey Monkey results, SDSU would do very well by offering a hybrid Craft Beer
program.
Which delivery method would you prefer for a Craft
Beer Certificate?
38%
62%
Classroom and off-site
locations
Hybrid: Classroom,
online, and off-site
locations
Response Count: 77
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2013 - SDSU, College of Extended Studies – New Initiatives and Outreach Department
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There is not really a competitor in our area that has a certificate program that solely focuses on the Craft
Beer industry and that offers the hybrid experience.
By SDSU creating a Craft Beer certificate program that does not require formal scientific training,
SDSU is opening the doors to a large audience.
Based on the research done a hybrid program will encompass the entire San Diego Craft Beer industry,
including all of the 60+ local breweries.
Based on such a population of San Diego breweries, there are a vast amount of sponsorship
opportunities available to supplement our budget.
The new Professional Certificate in Craft Beer should absolutely move forward and become a program
at the College of Extended Studies. The environmental scan proves that San Diego has a booming Craft
Beer market!
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2013 - SDSU, College of Extended Studies – New Initiatives and Outreach Department