Beer style beer differently. Since sugars are converted to alcohol during the process of fermentation, gravity can be used to estimate the final alcohol. In beer brewing, a distinction is made between the "original gravity", the gravity of the wort before fermentation has begun, and the "final gravity" of the product when fermentation has completed. Since the concentration of sugars is directly proportional to the gravity, the original gravity gives a brewer an idea of the potential alcoholic strength of the final product. After fermentation, the differences between the final and original gravities indicates the amount of sugar converted into alcohol, allowing
G. Heileman Brewing Company Brewing Company declared bankruptcy in January 1991. The troubled firm sought salvation with an aggressive push into the malt liquor market. In a controversial move, company leadership developed a new brand of malt liquor to be named "Power Master". "Power Master" brand of malt liquor was brewed with an alcohol by volume of 7.4%, significantly higher than existing malt liquor brands. Protestors cited Heileman's distribution and advertising strategies as evidence that the company was targeting the high-alcohol beverage toward urban African-Americans, especially in Chicago, one of Heileman's core markets. Fr. Michael Pfleger took a leading role in opposing Power Master,