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Beer serving etiquette depends largely on two factors, where you are in the world and the type of beer being served.
Unless you are asked to do otherwise, always serve beer in a glass. There are very few occasions where it is socially acceptable to drink from a bottle, and even less to drink from cans.
Except for a few Mexican beers, never add anything to a beer. If it less than perfect on its own don't serve it in the first place. Don not attempt to adjust the temperature with ice, this will ruin the flavour of the beer.
If you are serving lager this should be as cold as possible. Real ales should be served at, or just below room temperature. As with red and white wines if you get them the wrong way around the results are most unpleasant.
In America and England lager should be served in a glass that has straight sides and tapers from top to bottom. In Europe lager is served in glasses that resemble wine glasses with a stem. Real ales should be served in a large glass with a handle, although these are becoming harder to find, a pint glass which has a bulge about three quarters of the way up is an acceptable alternative.
In Europe it is customary to serve draft beer with a large head, this can be up to half the glass. With ales the head should be about the width of a finger, any more than this is seen as short measures.
If in doubt on the best way to serve beer, the best advice will come from people in your local region as etiquette is always based largely on local customs and these do vary immensely. So long as the beer you serve is good, however, you will be forgiven most sins.
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