Hi eyalec,
The content displayed on the first page (default.aspx) is controlled using Web Part Zones. Using Web Parts allows you and your site members to customize the layout and appearance of content on your site. In TheBeerHouse, a number of controls have been made into web parts that are then used within the defined Web Part Zones. So to change the appearance of your site, log in to the site as admin. Click the Edit Button and you can then edit or remove different web parts (like the Latest Products) from your zones. If you wish to add other Web Parts you can click the Catalog View link which will give you a list of the different Web Parts available with the ability to add to a each zone.
By default you will be changing your own individual preferences. If you wish to change for the entire site you need to click the Switch Scope link.
Have a look in the code behind of the Template.Master master page and it should give you a better idea of how this is structured.
Hope that helps.
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