This document summarizes a discussion on the effects of sugar consumption. It notes that obesity rates have increased alongside greater use of high fructose corn syrup in food products. Sugar acts on the brain's reward system similarly to drugs like cocaine. While sugar provides calories, consuming it in excess, especially in liquid form, can lead to overeating and weight gain over time due to effects on metabolism and fat storage. Moderation is important, but greater awareness of sugar's addictive properties could help limit overconsumption.

1. h"p://ed.ted.com/lessons/how-­‐sugar-­‐affects-­‐the-­‐brain-­‐nicole-­‐avena#review

2.
SUGAR:
THE
GOOD,
THE
BAD
&
THE
UGLY!
Claire
Smith
David
Gillespie
Ben
Carlu"o
Jeffrey
Kluger
Ali
Dedianko
@belvedereclaire
@gillispi
@bencarlo"o
@jeffreykluger
@belvedere_ali
If
you
would
like
the
content
of
this
seminar,
please
send
a
nice
email
to
csmith@lvmh.com
Download
the
Tales
2014
app
iTunes
or
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this
seminar!
Proudly
brought
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you
by
Belvedere
&
Bacardi
@bacardi
@belvederevodka
#HeySugar

3. LifeFIX

6. SUGAR:
The Good,
The Bad &
The Ugly

7. Jane
&
Michael

8. King
Stealth

9. 2
out
of
WHO

10. Sugar
Pie

11. Dopamine

12. Oreos
and
Snickers

15. 1989
…proprietary
informaWon

16. 80%
2012
600,000

18. prohibiWon

19. Anything
le[
to
love

21. 50%
Glucose
50%
Fructose
Sucrose/Table
Sugar
45%
Glucose
55%
Fructose
Cocktails
taste

22.
Cock-­‐tail
is
a
sWmulaWng
liquor,
composed
of
spirits
of
any
kind,
sugar,
water,
and
bi"ers
Tales
2025

23. • ARE
WE
PART
OF
THE
PROBLEM?
• While
yummy
we
know
that
sugar
is
addicGve
and
harmful.
Much
in
the
same
was
as
Alcohol
EXCEPT
of
course…Alcohol
is
regulated.
•
• There
are
measures
in
place
to
protect
us
from
consuming
harmful
amounts.
•
• From
serving
minors
•
• In
short
–
there
is
greater
AWARENESS
of
the
potenGally
damaging
effects
of
alcohol,
which
we
all
respect.
• Sugar
is
also
addicGve,
damaging
and
we
CAN’T
GET
ENOUGH.
We’re
hardwired
to
seek
it
out!
• Doesn’t
that
mean
there
should
be
even
more
protecGon?
• Or,
at
the
very
least
AWARENESS?
•
• You
wouldn’t
give
a
5
year
old
a
beer,
so
why
is
it
ok
to
reward
a
child
with
a
packet
of
Fruit
Loops?
•
• Should
WE
as
an
industry,
be
doing
more
to
protect
our
customers
from
not
only
alcohol
over
consumpGon,
but
of
sugar
over-­‐consumpGon?

24. 2025
Drink
this

27. Why
Are
We
Fat?

28. Fatness
is
the
Least
of
our
Worries

30. Sugar:
The
Good

32. Eat
your
Cake

38. 1972

39. 1981

40. 1984

41. 2003

42. 2004

43. 2007

44. 2007

45. 2014

46. 2012

54. • Some
facts
are
indisputable:
Obesity
rates
have
exploded
in
the
US
at
the
same
Pme
HFCS
has
been
turning
up
in
everything
from
salad
dressings
to
spagheR
sauces.
Vast
stretches
of
farmland
in
Iowa
and
elsewhere
have
been
given
over
to
monoculture
just
to
feed
our
corn
addicWon.
•
•
It’s
true
too
that
when
I
say
addicPon
I
mean
that
literally.
As
funcPonal
magnePc
resonance
imaging
shows,
sugar
acts
on
the
nucleus
acumbens,
the
same
area
in
the
brain
implicated
in
heroin
and
cocaine
addicWon.
And
the
metabolic
cycle
sugars
set
in
moWon
in
the
blood
does
lead
to
an
energy
crash
and
a
craving
for
more,
and
fructose
in
parWcular
gets
mainlined
straight
to
the
liver
where
it
becomes
fat.
•
•
So
sugar
is
awful,
right?
Well
no.
For
starters,
the
"high"
in
high
fructose
is
misleading;
since
the
fructose-­‐glucose
raWo
goes
up
just
a
li"le,
from
50-­‐50
in
table
sugar,
or
sucrose
to
60-­‐40.
Yes,
that
small
difference
can
count,
in
the
same
way
that
plus-­‐or-­‐minus
100
calories
a
day
in
a
2,200
calorie
diet
can
spell
the
difference
between
gaining
and
losing
weight.
(And
100
calories
is
a
bit
less
than
you
get
in
a
12-­‐oz.,
high-­‐fructose
can
of
soda.)
•
•
But
as
other
folks
here
today
have
said,
the
key
is
how
much
a
quanPty
of
fructuse
increases
the
glycemic
index
in
the
blood—the
amount
by
which
the
glucose
level
rises
per
gram
of
available
carbohydrate
in
a
food.
High
GI
foods
are
risky,
ones
with
a
medium
GI,
which
sWll
have
an
impact
on
glucose
levels,
can
be
pre"y
wholesome
stuff—raisins,
basmaP
rice,
boiled
potatoes,
bananas,
prunes.
They
all
deserve
a
place
in
your
diet.
•
•
What's
more,
sugar
does
do
some
good.
It
does
give
energy
levels
a
big
bump,
and
someWmes
that's
important.
Plus,
some
studies
have
shown
that
a
single
alcoholic
drink
just
before
a
meal
can
actually
lower
the
overall
glycemic
load
of
what
you're
about
to
eat.
So
a
mixer
can
hurt
less.
•
• It
does
pay
to
be
mindful
of
bar
mixers.
Not
wise
to
have
a
lot
of
rum
and
coke
and
not
think
that
all
that
HFCS
is
OK.
But
ideally
you're
going
to
a
bar
with
the
idea
of
moderaPon
in
mind
anyway.
•
• It
pays
too
to
be
smart
about
how
we
look
for
sugar.
As
my
friend
Claire
has
pointed
out,
when
you
show
people
a
pina
colada
and
a
screwdriver
and
ask
which
one
has
more,
the
answer
is
overwhelmingly
the
pina
colada.
But
the
truth:
the
screwdriver
because
of
all
of
the
OJ.
•
• And
let’s
look
at
the
future
too:
Alcohol
(or
ethanol)
is
regulated
because
it
is
addicPve
and
causes
damage.
Some
may
argue
that
sugar
does
too.
Could
we
imagine
a
day
when
sugar
is
regulated
as
well?
Should
we
be
more
proacPve
about
use
of
sugar,
and
be
exploring
new
ways
to
bring
beeer
balance
to
cocktails,
in
the
way
that
some
clever
bartenders
are
exploring
tasty
low
alcohol-­‐by-­‐volume
cocktails?
If
we
get
too
crazy
about
sugar,
will
the
future
be
filled
with
no
sugar/no
fun
cocktails?

56. What
Doesn’t
have
sugar
behind
a
bar?

57. Taste
and
Flavor

58. Why
are
we
using
sugar?
To
balance
bi"erness
and
acids
So
how
can
we
manipulate
these
to
reduce
our
need
for
sugar?

59. Tinctures
instead
of
Bi"ers

60. Acids

61. Should
we
be
looking
at
low
sugar/
synthesised
alternaWves?
Ingredient
RelaPve
sweetness
Original
source
Date
of
Commercializa
Pon
Notable
QualiPes
Corn
syrup
40
Starch
1860’s
Xylitol
100
Fruits/
vegetables
1960’s
cooling
Sucrose
100
Cane
and
Beet
TradiWonal
H/F
corn
syrup
100
Starch
1970’s
Aspartame
180
Amino
acids
modified
1970’s
Not
stable
@
cooking
temp
Saccharin
200
SyntheWc
1880’s
Stable
@
cooking
temp
Stevioside
200
South
American
plant
1970’s

62. What
the
Fruc?!

63. Make
sugar
work
harder

64. How
to
create
your
own
syrups
–
different
techniques

65. Sugar

66. Ingredients
-­‐
PreparaWon

67. ProducWon

68. Why
heat
is
not
always
the
best
pracWce.
Chemical Compounds Aroma
Turpines
Pinenes Pine needles and bark
Limonene, terpinene, citral Citrus fruits
Cineole Eucalyptus
Menthol and menthone Peppermint
Phenolics
Eugenol Clove
Cinnamaldehyde Cinnamon and Cassia
Anethole Anise
Vanillin Vanilla
Thymol Thyme

69. What
is
inverted
sugar
and
how
can
we
apply
it
in
syrup
producWon

70. Re
think
your
cocktails,
deconstruct
them
and
rebuild
them
with
good
efficient
Syrup
construcWon.

71. Q&A
Personal
Responsibility
=access
to
informaWon/availability
of
educaWon:
– AWARENESS
&
CHOICE
are
Key
– What
are
WE
doing
to
self
regulate?
– How
can
we
be
part
of
the
SOLUTION,
not
the
PROBLEM?.

73. For
more
informaPon
visit:
InsPtute
for
Responsible
NutriPon
www.responsiblefoods.org
World
Health
OrganisaPon
www.who.int
David
Gillespie
www.davidgillespie.org