GUINNESS SALES ARE BACK IN BLACK - WordPress.com...W E’VE MADE IT THROUGH THE HOLIDAYS AND SPRING will be upon us before you know it! Here at Finley Distributing we sincerely hope

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Winter 2017 | V.21 FINLEY DISTRIBUTING

GUINNESS SALES ARE BACK IN BLACK

WE’VE MADE IT THROUGH THE HOLIDAYS AND SPRING will be upon us before you know it! Here at Finley Distributing we sincerely hope you had a successful

2016, and we’re looking forward to all that 2017 can bring. In this issue you’ll find lots of info for getting the year off to a fast start, including some amazing spring seasonals AND a wide variety of new products.

With the influx of new products and items, now is also the perfect time to evaluate your SKUs. A growing trend among our

suppliers is a renewed focus on core brands – and by “core brands” we mean those that are the most profitable.

Your shelf space is extremely valuable. As you consider which new items and seasonal products to bring in, I would encourage you to do a quick analysis of your current offerings: what are your most popular items? Which items are the most profitable? Which items are the slowest movers, or least profitable? It may seem obvious, but you may be surprised to find where most of your profit is coming from.

As you are evaluating, your Finley Route Manager can be an excellent resource for you. Feel free to ask him or her for some history and numbers; we are more than happy to provide you with information on what products might be working best for you, and which you may want to consider replacing.

Lastly, I want to bring to your attention a new alliance we are very proud of. In case you have not heard yet, Finley Distributing and Coors Light have entered into an alliance with University of Arizona Athletics. Wildcat Basketball programming will be in full swing through March Madness and we have plenty of POS to support our Cats. This alliance, combined with our continued sponsorship of the Tucson Rodeo and our involvement with Arizona Beer Week all provide relevant engagement with your consumers and the opportunity to increase your sales.

As always, thank you for your continued business. Cheers to another successful selling season in the Old Pueblo.

Dennis Shields President

In This ISSUE

Delivering The Taste of Excellence .........1

Cover Story ........................2

Maui Mart Convenience Store ...............4

Putney’s Pit Stop Sports Bar and Grill.............5

New Products .....................6

Seasonal Selections .......... 10

Available Year-Round Perfect for the Season ....... 14

Programs ......................... 16

The Beer Guy ................... 21

Letter toTHE TRADE

Heady Times is published four times a year, courtesy of Finley Distributing Co., LLC.

“We sincerely hope you had a successful 2016, and we’re looking forward to

all that 2017 can bring.”

Find Out More About Finley’s EmployeesDeliveringTHE TASTE OF EXCELLENCE

Otto JohnsonDriver

How long have you been with Finley Distributing? 23 years

What areas do you service (parts of town)? My route takes me to different areas of town every day – from the far east side to the north and south sides of Tucson.

How do you provide the best customer service? I try to always have a smile on my face and do my best to get the beer in the store – that’s all I can do. If I ever run into a problem with a client, I’ll work with them as much as I can to help come up with a solution.

What’s your favorite Finley brand/s to enjoy? Heineken and Miller High Life.

What do you like to do when you’re not working? I keep busy working my second job with A-Team Security, but when I’m not working, I’m usually at home resting or watching my favorite football team – the Oakland Raiders.

Tell us a little about your family (spouse, children, grandchildren, pets etc.) I have 3 kids – 2 girls and 1 boy – all grown up now and on their own.

Jorge Ortega Sales / Route Manager

How long have you been with Finley Distributing? I started with Finley in 1996 as a part-time QC and Line Cleaner until I was promoted to Sales in 2000.

What areas do you service (parts of town)? I cover all of Santa Cruz County for both On and Off-Premise – Nogales, Rio Rico, Sonoita, Patagonia, Tumacacori, Tubac and Amado.

How do you provide the best customer service? It’s important to build and maintain relationships with the customers. I visit accounts every single day and work hard on those relationships, offering deals and providing the best customer service experience I can.

What’s your favorite Finley brand to enjoy? Miller Lite.

What do you do when you’re not working? I enjoy spending time with my family at home or out at the park with a good, homemade ice cream. I also like coaching Little League, riding bikes and playing with my boys.

Tell us a little about your family (spouse, children, grandchildren, pets, etc.): I’ve been married for 25 years to my lovely wife Nohemi. We have three boys: Jorge Jr. is 24, Eddie is 18 and my youngest is 9.

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Established brands – even those with a pristine pedigree like Guinness, have had a tough row to hoe in the wake of the American craft beer phenomenon. But consumers are once again taking cues from well-known, premium brands known for the quality of their flavorful beers.

The numbers show that Guinness’s strategy of innovation, supported by TV and digital marketing, is resonating with beer drinkers. Heady Times caught up with Tom Day who explains why this venerable brand is now more relevant than ever before.

Tom Day has been at the helm of Diageo Beer Company USA – formerly known as Diageo-Guinness USA, for just a year and a half. But in these past 18 months, his company’s portfolio, and most

notably Guinness Stout, has posted some impressive wins. Guinness sales trends, as tracked by Nielsen sales analytics, are outpacing overall category growth in both volume and dollar sales. And Guinness’s performance has helped Diageo Beer Company USA gain share for 23 out of the last 27 periods in Nielsen.

“That Guinness is in growth is a sign that our beers, our brands and our storytelling are resonating with beer drinkers. In the past, some consumers may have been hesitant to order a Guinness. Many of them are now trying it and we hear very positive feedback,” Day said.

With the spotlight on craft and new beers, Diageo is attracting a new cadre of drinkers who are on the hunt for interesting products. By introducing beers perfected at their experimental brewery called the Open Gate Brewery – located in Dublin at St. James’s Gate, the company

has generated a great deal of buzz with its release of Guinness Nitro IPA, Antwerpen Stout and Guinness Rye Pale Ale. (Another new beer, Guinness Blonde American Lager, has also been well-received, but it isn’t made in Dublin.) This endeavor to release new beers and some from the brewery’s archives is called The Brewers’ Project. Consumers can sample two of the new beers, Dublin Porter and West Indies Porter, in The Brewers’ Collection variety pack.

Before St. Patrick’s Day, the Open Gate Brewery will release a new seasonal, Guinness Irish Wheat. It’s a full-bodied beer made with Irish wheat, perfectly balanced with notes of citrus zest and subtle clove. This beer is unique because it is made with Guinness’s proprietary top fermenting yeast which amplifies the beer’s distinctive hefeweizen characteristics.

CoverSTORYGuinness Sales are Back in BlackTom Day, President of Diageo Beer Company USA, attributes growth to consumers’ quest for great, innovative beers. Throw in authenticity and 257 years of brewing history and you have a platform for success.

“Guinness as a well-known, quality brand provides something of a cornerstone for the category – a point of reference that folks can depend on and hopefully return to frequently and with confidence.”

– Tom Day, President of Diageo Beer Company USA

The exceptional brewers at the Open Gate Brewery are making beers that complement their iconic stout and these offerings have created more excitement and interest in Guinness Stout. With so many taste profiles, there is a Guinness for everyone that can be enjoyed at any time of the year. Day commented, “I am pleased that our brewers are experimenting with lighter and darker beers to interpret what Guinness can be. But I am also delighted that they are finding ways to stay true to Guinness.”

Great beer is certainly in Guinness’s DNA, but the message has to reach the consumer at retail. To get the word out, Day and company created the Guinness Beer Study. Taught by Diageo on-premise specialists, it’s an hour-long Guinness and beer training program for bar staff that covers beer and brewing knowledge, the history of Guinness, how to store and serve Guinness for best results and a full tutored tasting of their beers. “We’ve executed it in hundreds of accounts nationwide and we’re getting incredible feedback.”

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To wrap things up, we asked Day to share his thoughts about what’s in store for Diageo Beer Company. “For me, there’s something magical when everything lines up: great communications, great advertising, fantastic new beers, eye-catching POS and a world of information about our beers for people to discover. I am very optimistic about our future. Consumers continue to trade up, and the high-end is winning. We are a premium business and our entire portfolio sits in the high-end. I’d say that’s a great place to be.”

Innovation gave the brewery a chance to reconnect with its past. While developing Nitro IPA, the company stumbled upon the “legend” of Michael Ash, the person who invented nitro beer for Guinness back in the 1950s. “We took the opportunity to tell his story which reinforces our brewing heritage with consumers.”

A great option for those who like lager, the ingredients in Guinness Blonde American Lager come together to tell the story of Irish beer in America.

An Irish tradition dating back to the 19th century, Guinness is made with unmalted roasted barley, which gives the beer a dryness and slight acid edge not found in most American stouts.

CoverSTORY

The Guinness brewers built their reputation on dark, flavorful beer back in the 1800s. They invite you to explore this variety of porters and stouts including: Guinness Draught, Dublin Porter, West Indies Porter and Foreign Extra Stout.

Guinness brewer Peter Simpson

Open Gate brewers

Exterior, The Open Gate Brewery at St. James’s Gate, Dublin



Maui Mart Convenience Store

FOR OWNER DELSHAD SABAH, MAUI MART CONVENIENCE STORE was a business born of necessity. “I always had to go out of my way to do my beer shopping. I would drive a couple miles in the opposite

direction of my house just to find the stuff I like to drink,” he says. “I’m a big craft drinker, but there really weren’t any local shops around to get craft beer.” So when an old sign shop on Grant Road became available in 2014, Sabah snatched it up. “The building went up for sale and I knew it would be a good opportunity,” he explains.

Converting the space from a sign shop into a convenience store was no small task. “It’s not like we took over an existing convenience store – that would have been easier. We really started from scratch here,” says Sabah. As Maui Mart approaches its two year anniversary, the convenience store is still evolving. The store’s look continues to change in order to accommodate a growing consumer demand for beer. “When we opened, we started with just 8 cooler doors and now we have 15,” says Sabah, gesturing to the cooler-lined walls.

“About 80% of the people that walk in here are looking to buy beer, so I want to make sure I have the products they are looking for,” says Sabah. “My goal is to never have to say no to a customer when they ask if I have a specific beer in stock.” Sabah has all of his employees write down any beer a customer requests that Maui Mart doesn’t already sell. He knows that accommodating consumer requests will in turn create a customer loyal to his business. “I want customers to feel like I have respect for their ideas,” he explains proudly.

Maui Mart’s competitive pricing also aids in driving business. Sabah regularly drives around to nearby stores, both chain and independents, to research his competitors’ price points. He does what he can to offer beer at the lowest costs in the area. “I try my best to beat other stores’ prices,” he says.

Though still fairly new to the Tucson beer market, Maui Mart has already garnered online rave reviews for its customer service. Sabha’s earnest and enthusiastic approach to running his convenience store makes it easy to see why customers keep coming back for more. “It’s just not me to be stuck sitting in a back office. I like to interact with people,” says Sabah. He takes this same positive approach when it comes to staying involved in the community and neighborhoods surrounding Maui Mart by providing soft drinks for neighborhood clean ups and meetings. Sabah does what he can to ensure that his convenience store gives something back to the community that houses so many of his regulars.

Sales for Finley products at Maui Mart have gone up 150% over the course of the past year and show no signs of slowing down any time soon. “Every day we get new faces in the store,” says Sabah. He understands that each new person that walks into his establishment presents an opportunity to gain a loyal customer. He believes that the best way to grow his business is to expand his beer selection, explaining that, “hopefully in five years, we’ll be selling all of the beers available in Arizona.”

Address: 3310 E Grant Rd, Tucson, AZ 85716-2812

Hours of Operation: Mon-Thurs: 7:00am-11:00pm Friday: 7:00am-12:00am Saturday: 8:00am-12:00am Sunday: 8:00am-10:00pm

Off-PremiseSPOTLIGHT


Putney’s Pit Stop Sports Bar and Grill

PUTNEY’S ON ORACLE ROAD HAS ALWAYS BEEN CONSIDERED A north side Tucson staple. Its recent image overhaul should cement its status as one of Tucson’s favorite haunts. The new Putney’s Pit

Stop Sports Bar and Grill held its soft opening on September 30, 2016 and quickly sold out of beer and food. The soft opening wasn’t even advertised; its stellar and immediate success was the result of word of mouth customer recommendations.

When the building went up for sale earlier in the year, the dark, dank, hole in the wall bar was in need of some serious updating. Rather than level Putney’s and replace the building with something shiny and new, the decision was made to build off of the bones and history of the existing structure. Everything from the polished concrete floors to the open kitchen now welcomes patrons to sit, grab a cold beer, and catch their favorite team play on one of the sports bar’s 24 TVs – and customers have responded well to the new look.

With a total of 18 beers on tap and 30 different varieties available in bottles and cans, there’s something at Putney’s Pit Stop for every type of beer drinker. Big name domestic drinkers can come in for a cold Coors Light (Finley’s top seller at Putney’s), while craft lovers can snag a pint of Lagunitas IPA. Putney’s likes to keep a little bit of everything in stock to keep customers happy and coming back for more.

Even the diehard regulars that frequented the old Putney’s are fans of the new and improved sports bar and grill. They show up at Putney’s Pit Stop every single day, without fail, laughing and joking around with the staff. It’s these regulars that lend a sense of character to a building with an already storied history. They come in and create the feel of a family bar. For them, Putney’s has become something of a second home.

Putney’s Pit Stop has become so popular since its relaunch in September that finding a table on a Friday or Saturday night can prove to be something of a challenge. With a total seating occupancy cap of 189 (for both restaurant and patio seating), filling every table is no small feat. When customers come in on Sunday mornings to watch particularly intense NFL match-ups, boisterous cheers and jeers can be heard echoing through nearby neighborhoods. Clearly, Putney’s Pit Stop caters to a charismatic and dedicated crowd.

Under the new ownership of Greg Wexler, building renovations have breathed new life into the business. The result is a reinvigorated version of one of Tucson’s favorite bars. It’s better and brighter, but still reminiscent of the Putney’s of old. Putney’s Pit Stop Sports Bar and Grill is offering Tucson something new while honoring the much beloved business that came before.

Address: 6090 N Oracle Rd, Tucson, AZ 85704

Hours of Operation: 11:00am – 2:00am, Every Day

On-PremiseSPOTLIGHT

New Belgium Dayblazer Easy Going AleA Beer to Enjoy with Friends: a deliciously refreshing golden ale brewed with the finest malts and hops giving a sweet, crisp citrus finish with just a hint of honey. ABV: 4.8% Package: Cans only Availability: Now, year-round

New Belgium Citradelic Exotic Lime Ale A crisp, refreshing golden ale bursting with juicy Persian Lime, fresh coriander and a hint of cracked black pepper. ABV: 5.25% Package: Bottles only Availability: Now, year-round

New Belgium Voodoo Series Voodoo Ranger IPABursting with tropical aromas and juicy fruit flavors from Mosaic and Amarillo hops, this golden IPA is perfectly bitter with a refreshing sublime finish. ABV: 7% Packages: Bottles and Draft Availability: Year-round, beginning in February

New Belgium Voodoo Series Voodoo Ranger 8 Hop Pale AleCrafted with 8 different hops for a crisp fruity flavor and tropical aroma. ABV: 5.5% Packages: Bottles and Draft Availability: Year-round, beginning in January

New Belgium Voodoo Series Voodoo Ranger Imperial IPANewly repackaged Voodoo Ranger Imperial IPA pours a pure copper and carries the sheen of a rightly hopped beer. The Mosaic and Calypso hops bring stonefruit to the front seat, and the addition of Centennials nod towards citrus for a well-rounded aroma. The taste expands these hops with heavy peach tones and a profoundly bitter bite. There is some malt sweetness to stand up this IIPA and the finish is bone dry. ABV: 9% Packages: Bottles and Draft Availability: Year-round, beginning in February

NewPRODUCTS

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Henry’s Hard Sparkling Henry’s is launching a low-

calorie, low-carb, less-filling, lighter-flavored beverage – Henry’s Hard Sparkling in two unique flavors: Lemon Lime and Passionfruit. Passionfruit

is completely unique to the hard sparkling segment and lemon

lime is the third-largest nonalcoholic sparkling water flavor, following lemon and lime, respectively. ABV: 4.2% Package: Bottles only Availability: Year-round, beginning in March

Henry’s Grape Hard SodaHenry’s new Hard Grape Soda features a refreshing balance of grape aromatics and subtle citrus taste. It finishes with a perfect balance of sweet and tart. ABV: 4.2% Package: Bottles only Availability: Year-round, beginning in February

Redd’s Blueberry AleBack by popular demand, Redd’s Blueberry is a refreshing reminder that summer is not far away. A clear, crisp appearance with mild carbonation and light mouth feel are accompanied by ripe blueberry tones that are further enhanced by true-to-fruit tartness and sweetness. ABV: 5% Packages: Bottles and Cans Availability: Year-round, beginning in February

Redd’s Raspberry AleRedd’s Raspberry features a juicy raspberry flavor that is refreshing and crisp. It starts with a surge of berry flavor with slight tartness and finishes with Redd’s signature crisp apple. ABV: 5% Packages: Bottles and Cans Availability: Year-round, beginning in March

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NewPRODUCTSSamuel Adams Rebel Juiced IPA Bottles

Already available in draft, Rebel Juiced IPA will soon be available in 12 oz. bottles as well! Swirling with ripe aromas of mango and tropical fruits, this IPA is jam-packed with juicy, citrusy hops and mango juice. It’s as if fresh hops and mangos were put in a juicer. You’re left with the refreshing taste of the tropics in every sip. ABV: 6.2% Availability: Year-round beginning in January

Angry Orchard Easy AppleAngry Orchard Easy Apple is a less sweet, refreshing and easy-to-drink hard cider. It is unfiltered with an apple-forward taste, slightly hazy appearance and a refreshingly dry finish. It never weighs you down, making it the perfect drink choice for those long, relaxing days. ABV: 4.2% Packages: Bottles, Cans and Draft Availability: Year-round, beginning in February

Truly Spiked & Sparkling Lemon & Yuzu

The newest addition to the Truly Spiked & Sparkling lineup is Lemon & Yuzu – a traditional favorite with a twist. There is nothing more refreshing than the hint of fresh squeezed lemon. The juicy tartness in Truly Spiked & Sparkling is complemented by the more fragrant and tart Yuzu fruit. Yuzu is a Japanese citrus fruit which adds a

bright, citrusy character with notes of lemon, grapefruit and mandarin orange. ABV: 5% Package: Bottles only Availability: Year-round, beginning in February

Truly Spiked & Sparkling Colima Lime Slim Cans

In addition to 12 oz. bottles, Truly Colima Lime will soon be available in 12 oz. slim can 12 packs as well. Truly Spiked & Sparkling Colima Lime is slightly tart with a crisp, but subtle sweetness. ABV: 5% Availability: Year-round, beginning in February

Coney Island Hard Lemon Lime Twist

Like the cool ocean mist on a bright and hazy summer day, Coney Island Hard Lemon Lime Twist citrus ale is a swirling current of lemon, lime and vanilla. Sip at your

own risk; refreshment may be extreme. ABV: 5.4% Package: 12 oz. bottles only Availability: Year-round, beginning in late December

Firestone Walker Union Jack 16 oz. CansAlready available in 12 oz. bottles, 12 oz. cans and draft, FW Union Jack will soon be available in 16 oz. cans as well! Union Jack rings all of the bells of an aggressively-hopped West Coast IPA, but with an astonishing balance that stands out from the crowd. The name Union Jack is a nod to the colonial origins of the IPA style, and to the British expatriate who co-founded the Firestone Walker brewery. This originator of their “Jack” IPA family is double dry-hopped to create bold grapefruit, tangerine and citrus flavors, all contrasted by pale malt sweetness to rein in the intensity. The result is a tribute to – and a twist on – the IPA style that put the West Coast on the craft beer map. ABV: 7% Availability: Year-round, beginning in February

Firestone Walker Leo v. Ursus Fortem

Leo v. Ursus is a chronology of beers born of inspirations and re-imaginings, influences and innovations, and ultimately Firestone Walker’s own idiosyncratic upbringing – essentially every touch point of their brewing intelligence acquired over two decades. FW has long been restless to embark on a project such as this, but it could not be rushed. The recent opening of their Propagator pilot brewhouse in

Venice, California was the final necessary spark. It is there that they can delve into high experimentation, taking creative ideas formed at their main brewery and subjecting them to the vital rigors of trial and error. The first in the series is Fortem, an unfiltered New England-style double IPA. ABV: 8.2% Packages: Cans and Draft Availability: Fortem will be available in March


Modelo Chelada Tamarindo PicanteAn authentic Modelo Chelada made with beer and the refreshing flavors of tomato, salt, and lime, along with tamarind and chipotle peppers for a spicy yet refreshingly sweet taste. ABV: 3.3% Package: Cans only Availability: Year-round, beginning in March

Pacifico 12 oz. CansPacifico appeals to consumers coast to coast who live life as a journey and a collection of adventures and experiences. Pacifico’s ties to the more rugged, off-the-beaten-path part of Mexico helps them discover that adventure is where you find it. Made with filtered water, malted barley, hops, corn and yeast, Pacifico’s clean and hearty flavor makes it an exceptionally drinkable lager that’s compatible with all types of food. And now Pacifico can capture new usage occasions with multicultural and millennial target consumers in its NEW 12 oz. can! ABV: 4.4% Packages: Bottles, Cans and Draft Availability: Now!

Mike Hess Umbrix Imperial StoutThis award-winning Rye Imperial Stout has rich, deep and intense flavors which change

in complexity as it warms in the glass. Seven different malts and Pacific Northwest hops contribute to a coffee, chocolate and toffee taste while the rye malt and hopping rate result in an enjoyable spiciness. Umbrix is smooth

and creamy, like liquid dessert. ABV: 10.2% Package: Draft only

Availability: Now, year-round

Mike Hess Ficus Dark Fig SaisonThis dark Belgian farmhouse ale is brewed with organic, locally grown San Diego figs. Aromas of dark sugar, figs,

dates and molasses greet you and blend with a classic Belgian, estery profile from use of an authentic yeast strain. Over 10 pounds of figs per barrel are used to round out this beer’s unique flavor. ABV: 8.3% Package: Limited

Draft only Availability: Now, year-round

NewPRODUCTSDogfish Head Flesh & Blood IPAFirst released last summer and fall in limited quantities, DFH Flesh & Blood IPA will soon be available year-round! This honest to goodness India Pale Ale is brewed with a bevy of real citrus including orange peel, lemon flesh and blood orange juice. The resinous notes of Warrior, Centennial and Citra hops perfectly balance the explosive, zesty fruitiness and subtle dry tartness of the citrus. ABV: 7.5% Packages: Cans and Draft Availability: Year-round, beginning in January

Two New Smirnoff Ice Spiked FlavorsSmirnoff Ice is expanding their Spiked lineup for 2017! Joining Smirnoff Ice Spiked Original, Spiked Screwdriver and Spiked Hurricane Punch, Spiked Grape and Spiked Green Apple will widen the brand’s appeal amongst consumers for their on-the-move occasions, wherever their night takes them. These refreshingly tasty flavors are perfectly carbonated with 8% alcohol in a 23.5 oz. can for an evening on the go.

Smirnoff Ice Spiked Grape A burst of grape flavor releases a wildly ripe taste into the world of malt beverages. ABV: 8% Package: Cans only Availability: Year-round, beginning in February

Smirnoff Ice Spiked Green ApplePucker up with this crisp, green apple flavor

for a perfect balance of sweet and tart. ABV: 8% Package: Cans only Availability: Year-round, beginning in February


O’Hara’s Irish Stout, Irish Red and Irish Pale AleO’Hara’s Brewery brews traditional Irish beers. Each beer is crafted using classic

brewing methods to create the traditional Irish beers styles

that have long since been forgotten by many of the larger breweries, using four main ingredients; water, malts, hops and yeast. Add some traditional Irish brews to your line-up just in time for St. Patrick’s Day:

O’Hara’s Irish StoutThe flagship of the O’Hara’s brand, this uniquely Irish stout brings one back to how Irish stouts used to taste, with a robust roast flavor complemented by a full-bodied and smooth mouth feel. The generous addition of Fuggle hops lends a tart bitterness to the dry espresso-like finish. ABV: 4.3% Package: Bottles only Availability: March

O’Hara’s Irish RedThis Red stands out in this beer style category. With an incredibly smooth malt body complimented by caramel tones and perfectly balanced in bitterness, this Irish Red is much more complex than its mainstream rivals. ABV: 4.3% Package: Bottles only Availability: March

O’Hara’s Irish Pale AleA contemporary style IPA with an Irish twist. Zesty and refreshingly bitter, the finish is long. With a copper toned body topped with a lightly carbonated head, the dry hopping brings an intense aroma and lasting array of fruit and floral notes. ABV: 5.2% Package: Bottles only Availability: March

Green Flash GFB

Sometimes, you just want a great f***ing beer. And that’s what GFB is. This blonde ale is light, refreshing, and crushable. It has an approachable flavor with hints of honey and orange peel complemented by a mellow malt character. At 4.8%, it is expertly crafted to enhance any occasion. ABV: 4.8% Package: Draft only Availability: Year-round, beginning in January

Alpine Windows Up IPAWindows Up is made with Mosaic and Citra hops. It pours a hazy straw color and is topped with bright white beer foam. Piney aromas mingle with fruity notes, while hints of citrus fruit and an overall lingering resinous quality lend a touch of complexity. ABV: 7.1% Packages: Bottles and Draft Availability: Year-round, beginning in January

Lagunitas Hop Stoopid Double IPA Now in 6-Packs

The beer with a guarantee built right into the name, this one is destined to blast through the flavors from the night before. Massively dry-hopped for your aromatic pleasure – a double-barrel dose of malt and hops. ABV: 8% Packages: Bottles and Draft Availability: Now, year-round

Steel Reserve Alloy Series Spiked WatermelonNew flavors draw in new shoppers and the Steel Reserve Alloy Series is introducing a new 4th flavor: Spiked Watermelon. Why Watermelon? Watermelon flavor is on trend in food and beverage, with Watermelon FMB sales up 11% over last year. The newest affordable flavor fix, Spiked Watermelon will to continue to excite the economy drinkers’ taste buds. ABV: 8% Package: Cans only Availability: Now!

NewPRODUCTS

SeasonalSELECTIONS


Leinenkugel’s Summer ShandyA shandy is beer mixed with a little something extra like soda, juice, or ginger ale. Leinenkugel’s Summer Shandy is a traditional wheat beer with refreshing natural lemonade flavor that makes it perfect for the sunsplashed summer months. ABV: 4.2% Packages: Bottles, Cans and Draft Availability: March

Blue Moon Summer Honey Wheat

Blue Moon will release the highly anticipated, award-winning Summer Honey Wheat just in time for spring and summer. With the highest awareness of any MillerCoors seasonal beer, Summer Honey Wheat gives retailers an

award-winning beer with high consumer interest and a taste that boasts slightly sweet clover honey, a hint of citrus, and low hop bitterness, perfect for the summer and spring seasons. Summer Honey Wheat’s subtle flavors of clover honey and orange peel pair well with grilled summer fare such as marinated chicken or pork with a honey

mustard sauce. ABV: 5.2% Packages: Bottles and Draft Availability: March

Mike’s Harder Purple Grape Purple in color, typical of your favorite grape soda, Mike’s Harder Purple Grape has a beautiful grape aroma with no off notes from the malt base. It’s mildly tart and very crisp with a simplistic taste that doesn’t have any hidden flavor notes – it’s simply carbonated grape juice with a kick. ABV: 8% Package: Cans only Availability: January

When Demand Exceeds SupplyMany of our craft seasonal and specialty releases are available in limited or extremely limited quantities. Breweries only produce a certain amount of their specialty beers and Finley does all they can to get as much product as possible. In addition, this publication is compiled months prior to the decision made by the brewery to allocate their products to the wholesaler. Variations in production for some of these limited release offerings will fluctuate, resulting in lower quantities than anticipated.

Please feel free to discuss seasonal selections with your Route Manager. If an item is out of stock, they will be able to offer similar suggestions.

Firestone Walker Luponic Distortion Revolution No. 005 From the mind of Brewmaster Matt Brynildson, Firestone Walker’s Luponic Distortion is an ever-evolving mix of experimental hops, designed to deliver mind-blowing flavors that break the rules with each new release. The unique revolution number on the label tells you which release you have in hand. Crack fresh and enjoy the show. ABV: 5.9% Packages: Bottles, Cans and Draft Availability: February

Redd’s Limited Pick Peach Just in time for spring and summer, the newest member of the Redd’s family brings a just-ripe flavor with Redd’s Limited Pick Peach. With a signature peach sweetness and a hint of tartness, this pick makes everything peachy. ABV: 5% Packages: Bottles and Cans Availability: March

Redd’s Wicked Strawberry Kiwi

The perfect flavor for the transition into spring and summer, Wicked Strawberry Kiwi gives consumers the strawberry flavor they look forward to but also adds an intriguing kiwi taste. ABV: 8% Package: Cans only Availability: March

SeasonalSELECTIONS


Sam Adams HopscapeFour types of West Coast hops add bold notes of pine and juicy grapefruit to this deep golden wheat ale, for a crisp flavor that’s a refreshing escape from winter’s lingering chill. ABV: 5.5% Packages: Bottles and Draft Availability: Now

Sam Adams Fresh as HellesThe soft citrus of orange blossom adds a bright accent to the slightly sweet honey malt notes in this Helles lager, leading to a round, smooth finish. ABV: 4.2% Packages: Bottles, Cans and Draft Availability: February

SanTan Grapefruit ShandyA delicious blend of locally sourced Arizona grapefruit juice and an American Ale. Perfect any time a crisp, citrusy treat is desired. Check out SanTanBeerFinder.com to find SanTan craft beer near you. ABV: 4.7% Packages: Cans and Draft Availability: February

New Belgium WhizbangTake the leap and hop into the tropics with this hoppy blonde ale. This easy-drinking beer sips light and refreshing with soft malt base, while vibrant notes of mango, lemon, blueberry and pine spring across the tongue courtesy of Mosaic, UK Admiral and Centennial dry-hopping. Light enough to session, but with a head rush of hops, this hoppy Blonde will leave you jumping for more. ABV: 5.75% Packages: Bottles and Draft Availability: February

New Belgium Lips of Faith Sour Vintage 2017 La FolieLa Folie, French for ‘the folly’, is a beer steeped in New Belgium brewing tradition. This wood-aged, sour brown spends one to three years in big, oak barrels, known as foeders. And when the beer finally hits the glass, La Folie is sharp and sour, full of green apple, cherry, and plum-skin notes. Pouring a deep mahogany, the mouthfeel will get you puckering while the smooth finish will get you smiling. ABV: 7% Package: Bottles only Availability: February

Dragoon Saison BlueIn the spirit of traditional Belgian farmhouse ales, Saison Blue is a southwest-style brewed mostly from malted barley but with sizable contributions from regional ingredients (traditionally wheat, spelt, or buckwheat). In this case, the brewers at Dragoon happen to use blue corn and blue agave nectar. It is then lightly dry-hopped with American and European hops for a bright, herbal and floral finish, representing a link between old-world brewing traditions and new-world processes and ingredients. At the end of the day, this beer is bone dry, light bodied and quite refreshing, but features a spicy, complex flavor and aroma profile. ABV: 7.5% Package: Draft only Availability: March

Angry Orchard Tapped MapleAngry Orchard’s newest seasonal cider, Tapped Maple, offers a big, bright apple taste with a touch of real maple syrup tapped from Vermont maples trees. ABV: 5% Package: Bottles only Availability: January

Angry Orchard Winter Orchard Sampler

The Winter Orchard sampler includes: Angry Orchard Crisp Apple, Green Apple, Stone Dry, new Easy Apple, new Tapped Maple and Spiced Apple. Availability: January

SeasonalSELECTIONS


Left Hand Hard Wired Nitro Coffee Porter

Innately predisposed to be smooth when poured hard, this nitro coffee porter builds a pillowy, toffee-sweet head. Coffee and flavors of caramelized sugar, cacao and hints of blueberry lead to a light, smoky finish. ABV: 6% Packages: Bottles and Draft Availability: February

Left Hand Wake Up Dead Russian Imperial StoutA smooth, warming stout with malt flavors of raisins, licorice, coffee and dark chocolate. ABV: 10.2% Packages: Bottles and Draft Availability: February

Left Hand Bittersweet Nitro Imperial Coffee Milk Stout

This big stout gets aggressive with a boost from Allegro Coffee’s exotic mocha java blend. ABV: 8.9% Packages: Bottles and Draft Availability: February

Oskar Blues Hotbox Coffee IPAOskar Blues and Hotbox Roasters hook up again for their second collaboration. Following up on Hot Box Coffee Porter, the two are lighting up a Simcoe IPA brewed with Hotbox Cold Brew Coffee. ABV: 6.5% Packages: Cans and Draft Availability: March

Lagunitas Undercover Investigation Shutdown AleLagunitas brewed this especially bitter ale in remembrance of the 2005 St. Patrick’s Day Massacre and in commemoration of their 20-day suspension that followed. The ABC conducted an undercover investigation of the Lagunitas brewery, finding them guilty of operating a “Disorderly House” as well as “Moral Turpitude”… they had to look that up… it is defined as “devoid of social norms” – they disagree! They did the crime. They did the time. They got the braggin’ rights. This malty and rich beer with a snappy hop finish truly defies style… Imperial Mild? Uber ESB? They do know for sure that

it is Unforgiving and Unrepentant. ABV: 9.5% Packages: Bottles and Draft Availability: January

Lagunitas Cappuccino StoutThis imperial coffee stout is a mondo coffee stout that will leave you wondering whether

you’re coming or going. ABV: 9% Packages: Bottles and Draft

Availability: January

Alaskan Husky IPAThis IPA has brilliant clarity with a medium golden color. It

exhibits tropical and stone fruit flavors with aromas of tangerine and papaya. ABV: 7% Packages: Bottles and Draft Availability: January

Lagunitas Born Again YesterdayThe Lagunitas brewers are part-time alchemists who discovered how to keep wet hops wet all year long! This Born Again Pale Ale features a delicious concoction of those deliciously wet hops. ABV: 6.8% Package: Draft only Availability: March

Oskar Blues Deviant Dale’s IPADeviant Dale’s IPA (85 IBUs) was born at the crossroads, in a juke joint, as if Dale’s Pale Ale sold its soul to balance Deviant’s foreboding aromas of citrus, grapefruit rind and piney resins, its copper ball-of-fire color and inscrutable flavor-intense finish. Deviant is the Devil incarnate with untold amounts of malt and hedonistic Columbus dry-hopping. ABV: 8% Package: Cans only Availability: March

SeasonalSELECTIONS


Anderson Valley Bourbon Barrel StoutAged for three months in Wild Turkey® Bourbon barrels, this luxurious stout has a deep ebony hue and a beautiful mahogany head. The woody, vanilla-like notes imparted by the barrels mingle with aromas of fresh baked bread, toffee and espresso and envelop the rich chocolate and roasted barley flavors with a fine bourbon character. From the deep No. 4 “alligator char” used in each of their American white-oak barrels to the fact that their bourbons are distilled at a lower proof for a full-flavored authentic taste, no one does bourbon quite like Wild Turkey®. The exclusive partnership with this iconic distillery gives Anderson Valley a consistent source of barrelage, allowing their brewers to create world-class, barrel-aged beers with a distinctive bourbon character. ABV: 6.9% Packages: Bottles and Draft Availability: Now!

Anderson Valley Blood Orange GoseAnderson Valley Brewing Company’s Blood Orange Gose is a tart, refreshing wheat ale that is kettlesoured with lactobacillus and brewed with sea salt and coriander.

However, unlike traditional versions of the style, this features liberal additions of blood oranges during fermentation. This imparts tangy citrus notes that complement the champagne-like flavors, creating a complex and sessionable ale perfect for any occasion. ABV: 4.2% Packages: Cans only Availability: Now!

Big Sky Powder Hound Winter Ale

Three words describe winter in Montana: Dark, cold and snowy. Just the way they like it! At 7.2% ABV, Powder Hound Winter Ale gives just the right amount of warmth, balanced by its rich taste and a generous dose of Chinook and Amarillo hops. After a cold day of getting it done or just relaxing, the avalanche of flavor will have you saying “I’ll have another Powder Hound”! ABV: 7.2% Packages: Bottles and Draft Availability: Now!

Bell’s SmittenDrawn from one of their oldest recipes, Smitten began as Golden Rye Pale Ale, part of a series of beers that explored the use of rye malt at the Bell’s pub, the Eccentric Café. This spring seasonal offers rustic flavors from rye malt combined with citrus, resinous hop aroma from Pacific Northwest varieties to create a crisp, refreshing take on the classic Pale Ale. ABV: 4.4% Packages: Bottles, Cans and Draft Availability: February

Dogfish Head Beer to Drink Music To ’17A liquid soundtrack for welcoming warmer weather, this blonde ale is a music-inspired tropical mash up brewed with kiwi juice and hibiscus petals. ABV: 6.8% Packages: Bottles and Draft Availability: February

Green Flash Palate WreckerHop-forward and aggressive, weighing in at six pounds of hops per barrel, Palate Wrecker Imperial IPA stands up to the hoppiest heavyweight in the ring. A complex double-brewing process of mashing, sparging and hop layering techniques, used during a hop crisis, define this champion. An abundance of Centennial, Columbus and Simcoe hops challenge and stun hop heads with an aggressive hop-forward attack. Your palate

will recover, but you will remember that last round forever. ABV: 9.5% Packages: Bottles and Draft Availability: February Abita Mardi Gras Bock

Mardi Gras Bock is brewed with pale, pilsner & caramel malts and German Perle hops. Similar to a German maibock with its rich malt flavor and full body, Mardi Gras Bock brings the fun of carnival season to you, wherever you are. ABV: 6.5% Packages: Bottles and Draft Availability: January

SeasonalSELECTIONS


Borderlands Pima County Stout

Borderlands’ Gold Medal award-winning Imperial stout (2016 Strong Beer Fest – Gold Medal Stout) has notes of dark chocolate and a smooth, roasted malt finish. Originally released as a single small-batch brew, it will be released this winter in greater quantity due to popular demand. ABV: 9% Package: Draft only Availability: February

Borderlands Starkiller Base Tan IIPA This “Special Edition” beer is the Imperial version (get it?) of Borderlands’ popular Rebel Base Tan IPA. This hazy hop bomb contains robust additions of 100% Citra hops, the perfect choice for savvy customers who crave super fruity, east-coast-style double IPAs. ABV: 9% Package: Draft only Availability: January

Left Hand Milk Stout NitroDark & delicious, America’s great milk stout will change your perception about what a stout can be. Pouring

hard out of the bottle, Milk Stout Nitro cascades beautifully, building a tight, thick head like hard whipped cream. The aroma is of brown sugar and vanilla cream, with hints of roasted coffee.

The pillowy head coats your upper lip and its creaminess entices your palate. Initial roasty, mocha flavors rise up, with slight hop & roast bitterness in the finish. The rest is pure bliss of milk chocolate fullness. ABV: 6% Packages: Bottles and Draft

Available Year-RoundPERFECT FOR THE SEASON

New Belgium 1554 Black LagerBorn of a flood and centuries-old Belgian text, 1554 Black Lager beer uses a lager yeast strain and dark chocolaty malts to redefine what dark beer can be. In 1997, a Fort Collins flood destroyed the original recipe researcher Phil Benstein found in the library. So Phil and brewmaster, Peter Bouckaert, traveled to Belgium to retrieve this unique style lost to the ages. Their first challenge was deciphering antiquated script and outdated units of measurement, but trial and error (and many months of in-house sampling) culminated in 1554, a highly quaffable dark beer with a moderate body and mouthfeel. ABV: 5.6% Packages: Bottles, Cans and Draft

Shiner Cold Brew Coffee AleTo celebrate their 108th Birthday, Shiner called another Texas original – Austin’s own Chameleon Cold-Brew – and asked if they’d join them for a drink. This limited edition collaboration combines Shiner’s dark-roasted specialty malt and hops with Chameleon’s consciously sourced coffee beans (and plenty of their beloved cold-brew coffee). This brew has a unique, malty aroma and a bold, yet exceptionally smooth, finish. But it won’t be around for long, so pour yourself a fresh cup while it lasts! ABV: 5% Package: Bottles only Availability: January


Green Flash West Coast IPAAs craft beer pioneers, Green Flash embarked on an expedition to brew the benchmark West Coast IPA. They ventured into the unknown and struck gold, discovering a tantalizing menagerie of hops. Simcoe for tropical and grapefruit zest, Columbus for hop pungency, Centennial for pine notes, Citra for citrus zest and Cascade for floral aroma are layered throughout the brewing process. West Coast IPA exemplifies the Green Flash spirit of adventure and discovery. ABV: 8.1% Packages: Bottles and Draft

Available Year-Round PERFECT FOR THE SEASON

Bell’s Amber AleThe beer that helped build the brewery; Bell’s Amber Ale features both toasted and sweet caramel notes from carefully selected malts, balanced with herbal and citrus hop aromas. Capped by a clean bitterness, it’s incredibly versatile with food, but very tasty on its own. ABV: 5.8% Packages: Bottles and Draft

Huss Koffee KölschA unique one of a kind beer now available on draft and in cans at your favorite bars, restaurants and retailers in Tucson! Huss Brewing takes their traditional, light- bodied kölsch and cold steeps it with freshly roasted caramel and hazelnut coffee beans. An amazingly unique brew that drinks and looks as light as any lager, yet packs a delicious coffee punch! ABV: 4.7% Packages: Cans and Draft

Ska Decadent Imperial IPAImagine celebrating some huge, momentous occasion and then imagine drinking the liquid equivalent of that celebration every day. Citrus aroma prevails. Mounds of fresh hops and caramel malts explode upon the palate. The flavors of bitter grapefruit and caramel-like sweetness smack the taste buds, but there is plenty of bitterness throughout. Originally produced to celebrate Ska’s tenth year in business, this Imperial IPA hides nothing of their tendency toward self-indulgent behavior. ABV: 10% Packages: Bottles, Cans and Draft

Lost Coast Downtown BrownWhat’s cooler than being cool? An ice cold Downtown Brown, that’s what. Smooth and full-bodied, it’s Lost Coast’s signature brown ale, and it’s perfect for

anyone who enjoys a beer that’s dark in color without the heaviness of a porter or stout. For such a sophisticated blend, the taste is surprisingly simple. It’s lightly hopped and features chocolate and caramel malts imported from Jolly ol’ England. ABV: 5% Packages: Bottles and Draft

Upslope Brown AleThis medium-bodied Brown Ale is brewed in the English tradition, with an infusion of American creativity. The rich, malty backbone balances an assertive hop character, and ends with a smooth, dry finish. Upslope Brown Ale boasts a dark brown body that supports a creamy tan head. ABV: 6.7% Package: Cans only


Programs

Miller Lite Post Season FootballPost-Season represents the last push for Football—the big hurrah between friends before the season ends. Miller Lite will create a sense of urgency among our consumers at the point of purchase and remind them to cherish the last drops of football with Miller Lite! Display tools in Grocery, Liquor, and C-Store will be leveraged to hone in on the viewing occasion of each playoff game.

Coors Light St. Patrick’s Day Coors Light is bringing powerful on-premise tools to maximize sales on St. Patrick’s Day. During this busy holiday, neighborhood bars are routinely packed wall to wall, making it difficult for consumers to order as frequently as they want. The Coors Light speed-of-service solutions will keep consumers happy and drive on-premise sales during this holiday.

Coors Light will offer a ‘Rally Tower’ cup tool that features a unique way to stack cups on a wire stand, grabbing consumer attention, increasing check amounts and allowing for easy beer delivery. Themed draft cups and thermochromatic color-changing cups will be offered as well.

Redd’s Date Night InGuys are looking for an easy, last-minute solution for Valentine’s Day planning. Redd’s is proposing a new beer occasion by creating a program with fun, thematic tools that enable retailers to increase basket ring. Redd’s will give consumers inspiration, ideas and tools to make a date night in, easy and fun this Valentine’s Day.

Coors Light United By FootballRight Partners + Simplified Shopping + Better Displays = Bigger Baskets: United By Football is a fully integrated Post-Season Football solution from Coke, Mondelez & Coors Light that simplifies the planning/shopping experience and drives basket ring beyond the usual game day basket. Online, Delish™ videos offer simple, ‘how-to’ recipes and downloadable shopping lists. These recipe shopping lists combined with in-store displays and graduated CheckOut51 offers will incent purchase of Coke, Mondelez, Coors Light and recipe-centric fresh food to increase basket ring. Ask your Route Manager how you can get involved today!

Miller Lite St. Patrick’s DaySt. Patrick’s Day is the 4th biggest drinking occasion of the year, with over half on-premise March beer sales coming St. Pat’s weekend. And this year, the holiday is on a Friday, kicking off a whole weekend of celebrations! Miller Lite will provide drinkers with exciting occasion-relevant giveaways to get into their consideration set and become the sessionable beer choice for St. Patrick’s Day. Miller Lite will help drive velocity and increase basket ring by providing speed of service tools from thematic aluminum pints in the Off Premise to 22oz stadium cups in the On Premise, thematic POS, and festive consumer giveaways.


Programs

Dos Equis All-Purpose-Occasion POSThe Dos Equis All-Purpose-Occasion POS allows for in-store and on-premise environments to focus strictly on brand-driven marketing. With a clever headline inspired by the Most Interesting Man, consumers will be focused on Dos Equis and the beer drinking occasion. Contact your Dos Equis representative today!

Heineken They Score, You ScoreHeineken is delivering exclusive access and experiences like no other beer brand can during the 2017 MLS and UCL seasons (March through October). They’re going to keep soccer fans and consumers glued to every game this season by giving away a prize for every single goal scored with the “They Score, You Score” program. National prizes include a trip to a UEFA game and gift cards to MLS and UCL websites for consumers to buy soccer gear. With soccer content posted to Heineken.com/soccer, Heineken is owning the 2017 Soccer season.

Heineken All-Purpose-Occasion POSThe Heineken All-Purpose-Occasion POS enables key retailers and sales teams to continue to show brand visibility in-store when one of the larger HUSA programs doesn’t align well with the customer/region. The priority channel for Heineken is grocery which includes a range of elements that will transform any retail space. Be sure to contact your Heineken representative today.

Join the Fight with CoronaNo matter how excited you are for March Madness, if you share the Corona State of Mind, you know that there’s more to life than wins and losses. Corona’s partnership with the V Foundation is both symbolic of this and a concrete demonstration of it, because with every purchase of Corona during this time period (March 1st through April 3rd), Corona will donate a portion of the proceeds to cancer research. They’ll be continuing their ESPN partnership and this year’s 360° campaign will have paid social media support and a refreshed POS bundle. The creative features the new Corona Light packaging, strong basketball cues and the universally recognized cause ribbon that will inspire consumers who love the game, to now join the fight. To learn more about the V Foundation for Cancer Research, visit jimmyv.org.

Programs


Tucson St. Patrick’s Day Parade with Guinness

Friday, March 17th, downtown Tucson will come alive with Celtic tradition as the 30th Annual St. Patrick’s Day Parade & Festival brings the Irish spirit to Tucson,

with some help from Guinness. The St. Patrick’s Day Festival opens at 10:00 a.m. Friday, March 17 at

Armory Park (Military Plaza) on S. 6th Ave, in downtown, with live Irish music, dancers, entertainment, a children’s game area, and food and merchandise

vendors. Irish organizations, ethnic and cultural tables will be set up in the park as well. Guinness is proud to once again be a part of this great local event.

White Claw New Year New You White Claw Hard Seltzer is ready to ride the wave! Beginning in January, White Claw’s “New Year New You” program will give consumers the opportunity to let loose and have fun, all the while keeping their healthy lifestyles top of mind! This campaign will be supported by fitness and active lifestyle-inspired events along with market specific out of home & in-gym advertising and social media. White Claw is available in Natural Lime, Ruby Grapefruit and Black Cherry flavors. It’s made with natural flavors with only 110 calories and 5% ABV.

Celebrate St. Patrick’s Day with the Guinness Family of Brands

Guinness is a staple for St. Patrick’s Day and as always,

will lead the St. Patty’s Day Celebration! Guinness is a key sales driver for this Irish holiday, delivering

up to 250% more dollar sales. Nearly half of Guinness consumers celebrate this day

on-premise and there are 1.5 times greater sales on

Fridays vs. Thursdays. This year, St. Pat’s falls

on a Friday! On-premise, leading up to and including the big day, Guinness will offer POS, portfolio samplings and festival events with St. Pat’s-themed giveaways available.

Guinness will also lead the St. Patrick’s Day celebration off-premise, as the family of brands see a five times higher lift when on feature and display vs. other competitors. Stock up and display the Guinness portfolio with thematic visibility to convert shoppers.

Again this year, Guinness St. Patrick’s Day will be supported by TV, digital, social media, out of home and print advertising.


Programs

Weekend with ConeyConey Island has teamed up with Fandango to bring consumers a Weekend with Coney. The text-to-win program, which will run from January through March, offers fans a chance to win an HDTV, two Coney Island bean bag chairs and 10 Fandango video download codes! POS, promotions and social media will urge consumers to text “weekend” to 24587 for a chance to win!

Angry Orchard Treehouse Party SweepsAngry Orchard’s exciting text-to-win sweepstakes will award one grand prize winner and five of their friends an all-expense paid trip to the Orchard, $1000 spending cash and a private party in the treehouse. Five second prize winners will receive a hanging tree chair and 1000 third prize winners will receive Angry Orchard bandanas.

Samuel Adams There’s No ‘I’ in BeerThere’s nothing quite like being a diehard fan when you have a great crew of friends to share the ride. Whether your team has made it to the playoffs and is marching toward the big game or enjoying off-season relaxation, Samuel Adams is the better beer that’s with your squad through it all. The Sam Adams “There’s No ‘I’ in Beer” program will run from January 1st through April 1st with off-premise displays, on-premise features and activation like basketball bingo as well as a national sweepstakes that will award a grand prize winner with an up close experience at a game of their choice, five first place winners with barrel cooler chairs and 5,000 second place winners with high quality paddle bottle openers. Consumers can enter to win using a dedicated website.

The thrill of victory, the agony of defeat…

Oskar Blues Sponsors the McDowell Mountain Music FestivalSince its inception in 2004, the McDowell Mountain Music Festival is AZ’s 100% non-profit music festival. Designed to promote three elements – community involvement, corporate participation and charity – McDowell Mountain Music Festival exists to support, entertain and educate the community, the arts and families throughout the state. All of the proceeds from the festival will benefit local charities, which are chosen during a distinct selection process each year. In support of Festival sustainability, the event is proud to collaborate with Oskar Blue’s Can’d Aid Foundation and Crush it Crusade. The Crush it Crusade teams up with communities and organizations to recycle and divert waste in their communities by

providing recycling tents and training in support of Zero Waste efforts. In support of this sponsorship, Oskar Blues will be running a “web to win” program. The program will be printed on all IPA cans January-February. Please ask your local distributor or Oskar Blues rep how to participate.


Programs

Shiner Sounds SweepstakesMusic is a way of life for Shiner; it’s in their DNA. Shiner is now the official beer of Austin City Limits, which is the longest running music TV series dating back to 1974. Shiner has two commercials per episode, which air nationally every week on PBS. From February through April, Shiner is sponsoring an enter-to-win contest (via text or through the Shiner website) featured on 12 pack cans which includes a trip to a live studio taping of an Austin City Limits episode and a custom Shiner-branded Epiphone Guitar.

Firestone Walker Milk & Cookies Returns for 2017Firestone Walker Nitro Merlin Milk Stout paired with Central Coast local Brown Butter Cookie Co. will be hosting Milk & Cookies nights again in the first quarter of 2017 with new supporting point of sale and additional Firestone Walker beers.

Arizona Beer Week 2017Arizona Beer Week, inarguably one of the best weeks of the year for the state’s craft beer lovers, happens every February. The goal of Arizona Beer Week is to entice patrons to explore the local craft beer scene and indulge in many of the special events planned by brewers and restaurants. Finley Distributing is pleased to support Arizona Beer Week 2017, February 9-18, 2017, featuring creative and one-of a kind events, unique pairings, and educational classes. Visit www.arizonabeerweek.com for events and participating breweries.

How did important religious personages become the patron saints of various things related to beer? Both universal and local Saints have

reportedly performed miracles, either during their lives or afterwards, that involved the working class people and beer. Other saints were designated because they represent beer producing and consuming regions.

Centuries ago beer was the daily drink of the people, both because plain water was often polluted and due to beer’s inexpensive, nourishing qualities. Monks brewed beer for themselves as a safe source of hearty sustenance. Monk’s meals were frugal at best, particularly during

fast periods. However, consumption of liquids did not break the fast. Without widespread hotel chains, monasteries served as inns for travelers who shared the monk’s provisions, especially their robust, sustaining beers. Eventually, the monks were able to also sell their beers at pubs called klosterschenken, and a flourishing trade developed. To build brand loyalty, the names of the monastery’s patron saint was used. To this day many beers bear the name of a saint. Among the patron saints of brewers, four are extremely well known: Augustine of Hippo, Luke the Apostle, Nicholas of Myra (also known as Saint Nicholas, or Santa Claus) and the Good King Wenceslas, the latter two also providing a linkage to the winter season of merriment.

Augustine of Hippo, now part of Tunisia, who was born in 345 AD, was known for wild living and

significant alcoholic beverage consumption prior to his conversion. His complete turnaround and life of moderation contributed to his becoming a patron saint of brewers.

Nicholas of Myra, Turkey is believed to have lived in first half of 4th century, and died between 342 and 350 AD. St. Nicholas is associated with the legend of the Three Clerics, a drama about 3 church scholars who stopped for lodging at an inn, where the innkeeper slew them for their money. A disguised Nicholas invoked God’s help to resurrect them and, by doing so, became a protector over travelers and brewers.

Saint Luke who lived during the first century is widely regarded as a patron saint of brewers although there is no obvious reason. Possible connections include his being a

physician and knowing that the beer of the time was healthier than the water of the time, and his ability to mix various herbs together for medicines just as they were mixed for beer.

Saint Wenceslas, born in the early 900s AD, promoted the spread of Christianity in Czechoslovakia. Wenceslas became famous through a Christmas carol by J.M. Neale, “Good King Wenceslas”, which has little to do with history but more with Victorian ideals. Because Bohemian hops were so valued, Wenceslas ordered the death penalty for anyone caught exporting the cuttings and obviously endeared himself to the local hop growers and brewers. He became the patron saint of Bohemia and Czechoslovakia and his crown became the symbol of nationalism for the Czechs. By extension he became a patron saint of Czech brewers.

There also was King Wenceslas II in the 13th century, who convinced the Pope to revoke an order banning the brewing of beer, again endearing the Wenceslas name to local brewers.

Probably the best known Irish saint after Patrick is Saint Brigid who lived in the late part of the fifth century AD. Known as “the Mary of the Gael,” Brigid founded the monastery of Kildare and was known for spirituality, charity, and compassion. St. Brigid also was a generous, beer-loving woman. She worked in a leper colony which found itself without beer, “For when the lepers she nursed implored her for beer, and there was none to be had, she changed the water, which was used for the bath, into an excellent beer, by the sheer strength of her blessing and dealt it out to the thirsty

in plenty.” Brigid is said to have changed her dirty bathwater into beer so that visiting clerics would have something to drink. Obviously this trait would endear her to many a beer lover.

For many centuries, brewers have invoked the names of patron saints to bless and protect their beers. Since the early brewing process was not well understood, often times the batch of beer was not fit for drinking. The poor quality was mystically blamed on evil spirits and specifically on “brew witches” or “beer witches.” The last known burning of a beer witch was in the late 1500s. Now that we have vastly improved beer quality, when you quaff your next pint, consider the saintly company with which you are associating and who may be looking over you. May the Saints bless your pint.


The BeerGUYPatron Saints of BeerBy Chuck Knoll

“May the Saints bless your pint”

2104 S. Euclid Ave.Tucson, AZ 85713

Coors and Coors Light Bring You the Tucson RodeoLa Fiesta de los Vaqueros (Celebration of the Cowboys) is a nine-day celebration centered on the Tucson Rodeo, one of the top 25 professional rodeos in North America. When the rodeo comes to town, it’s that one time of year that everyone pulls on their cowboy boots and jeans and aspires to be a cowboy. It’s a big event and you don’t even have to be a rodeo fan to get caught up in the the excitement! Coors Banquet has been the Official Beer Sponsor of the Professional Rodeo Cowboys Association® for more than thirty years and is proud to sponsor the Tucson Rodeo locally. The longevity of the program has created brand loyalty with retailers and rodeo fans alike. The 2017 La Fiesta de los Vaqueros rides into the Tucson Rodeo Grounds February 18th through the 26th.

Coors Light March Hoops with the Arizona Wildcats From March through mid-April, Coors Light will celebrate the climb during the March college basketball tournament and be there to reward fans through the upsets and wins all tournament long. Not only will we have University of Arizona POS, Coors Light will support the national program with TV & digital media, and also offer unique speed-of-service tools for on-premise accounts. ‘Next Call’ table tents will be available with March Hoops inserts. These table tents allows customers to indicate to wait staff that they are ready for another round by pressing a button at the base of the table tent to illuminate a red mountain, signaling they are ready to place an order.

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GUINNESS SALES ARE BACK IN BLACK - WordPress.com...W E’VE MADE IT THROUGH THE HOLIDAYS AND SPRING will be upon us before you know it! Here at Finley Distributing we sincerely hope