Specific Gravity
Specific gravity is a measure of the density of a liquid.  This is a fairly important concept in the world of beer, especially to brewers, home brewers, and the knowledgeable drinker. The specific gravity of a beer, both before and after it's fermented, reflects it's flavor, body, color, and alcohol content.

As stated above, specific gravity refers to density of something, compared to the density of water. The main ingredient of beer is water itself. The second most important, the sugary malt, is denser than water, so the unfinished beer - wort - is denser than water (there aren't enough of the other ingredients, yeast and hops, to affect the specific gravity much). By knowing the specific of the wort (called the original gravity or O.G.), you can determine how malty it is, which will also tell you something about it's flavor, body, and color. In general, the higher the original gravity, the darker, the heavier, and the stronger the beer will be. For example, light beer will usually have an original gravity of between 1.020 and 1.040. Most beers fall into the range 1.040 and 1.050. Stronger, darker beers are between 1.050 and 1.075.

The original gravity of a beer will also tell you how much alcohol the finished brew can have. If the wort has a high gravity, there is more sugar for the yeast to process into alcohol. That's why the original gravity of a beer is sometimes called potential alcohol. Of course, fermentation can be (and often is) stopped before all the sugar is fermented. Some sugars are also unfermentable, and will hang around no matter how long you give the yeast.

As the wort ferments, yeast will consume the sugars and turn them into alcohol, releasing carbon dioxide in the process. The carbon dioxide floats out of the solution, making the beer less dense, and therefore lowering the specific gravity of the brew.

 The specific gravity of the finished beer is also important. The ending gravity will tell you have much malt or sugar remains in the beer after it's been fermented. The higher the gravity, the more body the beer will generally have. The difference between original gravity and ending gravity will also tell you how much sugar was converted to alcohol, and therefore what the final alcohol content of the finished beer is.

I.B.U.

Beer bitterness is expressed as International Bitterness Units (IBUs), which represent a measurement of the intensity of the bitterness of the beer.  It is not a measurement of iso-alpha acids in beer, as is thought by many brewers.  However, 1 IBU is usually assumed to be equivalent to 1 mg of iso-alpha acid in 1 liter of water or beer.  The beers brewed today show a wide range in their levels of bitterness.  Lagers brewed in the United States range in bitterness from 12 to 15 IBUs for the large brewers, while UK ales range in bitterness from about 16 to 50 IBUs.