Heady Times Summer 2016

Retail Edge Seasonals The Beer Guy New Products ProgramsR O B T O D O F A L L A G A S H B R E W I N G C O . | S U M M E R S E L E C T I O N S | C I T R U S B E E R S

Summer 2016 | V.89 ORIGLIO BEVERAGE

Henry’s Hard Soda Speaks to Fun-loving Gen-Xers

In This ISSUE

Cover Story .........................1

Brewer Highlight .................2

Mr. Bottle Beverage .............3

Molly Malloy’s .....................4

New Products .....................5

Seasonal Selections .............8

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

Programs ......................... 15

Retail Edge ...................... 20

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

Letter toTHE TRADE

®

Heady Times is published five times a year, courtesy of Origlio Beverage.

An Explosion of Flavor is Fueling Sales

IN THE BEER BUSINESS, FLAT IS THE NEW NORMAL. But if you will pardon the pun, FMBs (Flavored Malt Beverages) and other fruit-flavored offerings are

putting a healthy head of foam back on beer.

Driving these sales are Millennials and slightly older Gen-X consumers (both men and women) who crave new, cutting-edge flavors. They act like heat-seeking missiles locking in on a target. And there is plenty of data to back that up. Trade journal Beer Marketers Insights just reported that fruit-flavored adult beverages, purchased mostly by these two age groups, now account for more than 13 percent of

beer sales. Based on the analysis of repeat purchases, that number will only continue to grow.

So which products are we talking about? In a word, all the “hards”: Hard soda, hard cider, hard tea, hard lemonade and the newest entrant, hard sparkling water. They are giving consumers exactly what they want – lots of choices, ever-changing flavor options, refreshment and quality ingredients. They appeal to non-beer drinkers, and to those who describe themselves as beer drinkers, who occasionally want to drink something other than “traditional” beer. And consumers think they are fun and perfect for casual get-togethers, which happen frequently during the summer.

If sky-rocketing sales aren’t enough to convince you that you should be offering your customers a variety of flavored beverages, Nuno Teles, Chief Marketing Officer for Heineken USA, has another compelling reason. Teles looked at 120,000 households to see exactly what they purchased. He concluded that consumers have a personal brand set in their heads that consists of 12 beverages. So even if the person self-identifies as a beer drinker or a wine drinker, in reality everybody is drinking everything.

Translation: You will be forfeiting sales if you don’t offer your customers products from all the different “flavor-driven” categories.

Check out this edition of Heady Times for the best in flavor-driven adult beverages. They are sure to “sweeten” your summer sales.

As always, thank you for your business.

Dominic OriglioPresident

“Check out this edition of Heady Times for the best in flavor-driven adult

beverages. They are sure to ‘sweeten’ your summer sales.”

CoverSTORYTV Commercials for Henry’s Hard Soda Speak to Fun-loving Gen-Xers

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HENRY’S HARD SODA HIT THE SHELVES ON THE FOURTH OF January and it is already a leading brand in the hard soda category. Understanding that today’s consumers seek variety as

well as great taste, two flavors were released simultaneously – ginger ale and orange. Henry’s Hard Ginger Ale, a balance of fresh ginger and herbal notes, is the nation’s best-selling hard ginger ale. Not to be outdone, Henry’s Hard Orange Soda, a not-too-sweet blend of natural Valencia oranges with a tart finish, is the nation’s number two best-selling orange. Besides the fun flavors and great taste, Henry’s ABV is a not-too-boozy 4.2%, about the same as a light beer.

“We’ve sampled Henry’s with lots of consumers and the liquid gets great reviews,” said Bryan Ferschinger, Senior Director of Brand Innovation for MillerCoors. “And the brand has really proven itself. Even when the weather was bad earlier in the year, sales were on the upswing. I expect to see a nice bump in sales this summer.”

Flavors come and go in the FMB category, Ferschinger is confident that the Henry’s line of hard sodas won’t flame out, and with good reason. “Henry’s is the only hard soda with a national ad campaign. We are investing behind the brand to drive strong consumer awareness, particularly with Gen-Xers who grew up loving soda. These folks have adult responsibilities now, but they still like to have a good time, whenever they can fit it in. Since Henry’s ABV is only 4.2%, they can drink a few and not feel it the next day. That is what we mean by living ‘Hard-ish’. The commercials speak to Gen-Xers who have grown up, but not grown old.”

If you are a fan of Comedy Central, AMC and Netflix, you have probably already seen the commercial for Henry’s called “Sunday Funday” in which a few couples are watching a ball game. As they begin to cheer, an infant is heard crying over a baby monitor. The group quickly settles down. The realities of parenthood have momentarily intruded upon their fun, little get-together. They are living Hard-ish while enjoying an orange soda or ginger ale, with a bit of a boozy kick.

“Most ad campaigns go after Millennials, the ‘juice box generation’,” Ferschinger explains. “Gen-Xers have received less attention. Henry’s lets them enjoy the familiar orange and ginger ale flavors they loved as kids, while encouraging them to have some grown up fun when they can. We will be coming out with Henry’s Hard Cherry Cola (see page 5 for details) this summer and we won’t be letting up on our national ad buys. We have a great product that’s a shining star and we plan on driving growth in this segment for a long time to come.”

Breaking News – IRI just announced that the sale of hard soda is up $109.3 million year to date. The segment is flying!

Bryan Ferschinger, Senior Director of Brand Innovation for MillerCoors

“We have a great

product that’s a

shining star and we

plan on driving growth

in this segment for a

long time to come.”

Did You Know?Allagash brewers have always been open to new approaches to making beer. Take their Tripel for example. “A dozen years ago, we only packaged our Tripel in 750 ml bottles imported from Europe,” says Tod. “When a shipment of bottles was delayed in customs, we ended up with a bunch of Tripel that didn’t have a home, so we decided to put it in a couple of Jim Beam bourbon barrels that we had recently acquired for barrel-aging experiments. We were blown away by the way the beer had transformed in just a few days in the barrels and absolutely fell in love with the flavors.”

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Rob Tod Allagash Brewing Co.

IN 1995, AT A TIME WHEN AMERICANS WERE all about German-style light beer, Rob Tod decided to brew the Belgian beers he enjoyed.

He built the Allagash Brewery in Portland, Maine to share the flavors and traditions of Belgian ales with American drinkers.

Not one to brew what is “trendy,” Tod says, “We’re fulfilled by brewing beers we love and sharing them with people who love beer.” Allagash White, one of the most popular and highly awarded examples of a Belgian-style wit, was Tod’s first creation and it remains one of his favorites, especially in the summer months. “Despite the fact that we’ve been brewing [Allagash White] for 20+ years, I feel like I love it more than ever before. It was always meant to be refreshing and balanced and I’m still getting new experiences from this beer when I drink it in different settings and pair it with different foods. The first thing I did when I got home last night was open an Allagash White – and I guarantee it’s the first thing I’ll do when I finish work again tonight.”

Allagash ventured into the world of sour beers in 2007, long before the style was popular. The brewery’s ‘Coolship’ beers, crafted using a traditional Belgian method of spontaneous fermentation, have been very well received. “We’ve been making these beers for over 10 years – a short time compared to the decades and even centuries that some Belgian breweries have been making them,” says Tod. “Although we’ve learned a lot over the last nine years and have refined our spontaneous brewing craft, we feel that there is plenty for us to learn. Sours may never reach a level of popularity that results in a substantial market share for the segment, but once people discover the uniqueness and complexity of a well-brewed beer that uses wild

BrewerHIGHLIGHT

yeasts and bacteria as a component of fermentation, their perspective on beer is permanently changed.”

One of the latest sour creations to come from Allagash is Little Brett. “Not only does this beer go along with our tradition of giving people new experiences with beer because it’s unlike anything we’ve ever brewed before, but it is a beer fermented exclusively with the Brett yeast we discovered when we were first making Interlude,” says Tod. “It’s a yeast that truly has origins in Portland – it’s absolutely a beer that’s a completely new, unique experience for Allagash Brewing.”


Mr. Bottle Beverage

IT’S BEEN NEARLY TEN YEARS SINCE HEADY TIMES last chatted with the owner of Mr. Bottle Beverage, Jim McCabe and his dedicated staff, who have been

with him since the very beginning. The success of this Berwyn store is certainly rooted in the experience McCabe garnered as a food industry professional during his 27-year tenure with Genuardi’s supermarket. But as he explains, there is no substitute for changing with the times and always being on top of your game.

What is different about your customers today versus ten years ago?

“Besides a greater awareness of beer styles and brands, the biggest change I have seen is the attention paid to code dates,” says McCabe. “Some companies post ‘born on’ dates, while others use ‘sell by’. People understandably get confused, so we get a lot of questions about that.”

The consumer now has more options when it comes to purchasing beer. Has that changed your business strategy?

“Not really. Change happens and you can’t control what the guy down the street does. People are more dialed in to price, but our prices are usually the best around. And we have always offered the best selection of products, maybe too good. Our loyal customers appreciate that and new customers figure it out pretty quickly. Besides, Joan, Greg and Mike live and breathe customer service. Whether that means helping someone to their car or suggesting products they might enjoy, the trick is never getting complacent and that will never happen with my team.”

What’s your take on 12-pack sales?

“Well, it’s a pain in the neck, but it has been phenomenal! We have had to install more shelving and we even have shelves in the cooler, so our selection of cold beer ‘to go’ is really good. Managing the code dates of our seasonal inventory takes up a lot of time, especially in the summer because lighter beers can’t sit on a shelf as long as heavier winter beers. When I worked at Genuardi’s and managed the frozen food section, I had a rule which helped me manage code issues – If I brought in a new product, I got rid of another.”

What do your customers like most about Mr. Bottle?

“We always have monthly specials because most of our customers come in twice a month. They will register the specials in their mind on their first trip and come back to buy them on their second trip. Also, we deliver to homes, offices and churches in the area.”

What trend has surprised you the most over the last year or so?

“I’ve noticed two trends. First, the bottom fell out for pumpkin beer sales. It had to happen eventually. You can be sure I won’t order as many this year. Second, my LDA daughters are my barometer for what’s hot. Hard soda is still a big thing, but we have a couple of bottles left in the refrigerator at home. The hard cider is all gone. I’m just sayin’…”

Off-PremiseSPOTLIGHT

From Left to right, Greg McCabe, Mike Shelly, Jim McCabe and Joan Delbuono

Molly Malloy’s

LOCATED IN THE HEART OF READING TERMINAL Market (RTM), Molly Malloy’s is the only gastropub inside the Philadelphia landmark, which by the way,

gets more visitors than the Liberty Bell. Owners Vinnie and Jimmy Iovine, who have operated Iovine Brothers Produce in the RTM since 1989, purchased the market’s only pub in 2011 and rebuilt it from the ground up.

Offering fresh, hand-crafted food and 36 beers on tap, Molly Malloy’s open floor plan puts patrons in the center of all the action. Whether enjoying a beer at the bar or having lunch with friends, customers feel the energy and hustle & bustle of the market – and it makes for excellent people watching.

What prompted you to become bar and restaurant owners?

“We have a background in catering so it wasn’t a stretch for us to open a restaurant,” says Vinnie. “But most of all we were inspired by our mother, Molly Malloy, who always made sure that her 10 children – eight of whom work in the RTM, had a fresh, hot meal on the table. Obviously, that’s where the name came from.”

Did your mother serve as inspiration for your menu offerings as well?

“Absolutely,” says Jimmy. “She cooked with the freshest ingredients available and so do we. We source almost all of our ingredients from our neighbors in the market to ensure the highest quality product.” General Manager Teresa Iovine adds, “You can get a taste of so many vendors right here at Molly’s. It’s foodie heaven.”

How would you describe your menu?

“It’s home-style American,” says Chef Bobby Fisher. “We serve everything from omelets made with free range eggs to specialty soups, salads, sandwiches and platters. Our homemade Philly cheesesteaks are crafted with fresh rib eye, cooked to order, topped with American cheese sauce, caramelized onions, shitake and cremini mushrooms.”

“My favorite is the Not Your Mamma’s Grilled Cheese,” Jimmy chimes in. “Yes, that’s a fan favorite,” says Fisher. “It’s made with goat cheese, black pepper fennel onion jam and sautéed spinach on sliced brioche.”

Do you ever cook with beer?

“Yes,” says Fisher. “Our pot roast and beef stew are both made with porter and I use Yuengling Lager in our caramelized onion soup and in the fish batter for the fish & chips.”

Let’s talk about the beer. How do you manage your 36 draught options?

“We make sure to keep a balanced tap lineup that encompasses many different styles and breweries,” says bar manager Jimmy Jr. “With such a diverse clientele, we make sure to offer something for every palate. From hoppy IPAs, to ciders and lagers, we’ve got it covered. There are a lot of tourists who frequent the market, so we get a ton of people asking for local beers. Yuengling, Sly Fox and Evil Genius all have permanent lines.”

On-PremiseSPOTLIGHT

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Jimmy, Teresa, Jimmy Jr. and Vinny Iovine with Chef Bobby Fisher

Teresa adds, “One of the coolest things about the market is that visitors are allowed to shop around with a beer in hand. As long as it’s in a Molly Malloy-logoed plastic cup, shoppers can wander through the market with a beer. It’s a really great perk. And we offer 32 and 46 ounce growlers for those who want to take their beer home.”

What sets Molly Malloy’s apart from other bars in Philadelphia?

“Being a part of the market is what really sets us apart,” says Jimmy. “The camaraderie amongst vendors mirrors our family dynamic. It’s a whole different experience. We’re all family here.”

“If you’re not having fun, it’s your own damn fault.”

— Molly Malloy

NewPRODUCTSSamuel Adams Rebel Rouser DraughtPreviously available in 12 oz. bottles only, Rebel Rouser Double IPA is now available in draught! Intense and flavorful, this bold and unapologetically hoppy double IPA packs a punch, but it’s one of flavor over pure bitterness. The aroma and flavor come from the combination of large hop doses in the kettle and dry hopping (totaling over 5lbs. per barrel). What shines through are bright hop flavors of pine, citrus, floral and spice, accented by pale malts and alcohol strength for a big,

flavorful brew. ABV: 8.4% Availability: Now,

year-round

Strongbow Cherry BlossomThis new flavor delivers a cut-through refreshing taste with delicate cherry blossom & red fruit aromas and an underlying note of apple, with a sophisticated shade of red. ABV: 4.5% Package: 12 oz. bottles only Availability: Now, year-round

Truly Spiked & Sparkling New from The Boston Beer Co., Truly Spiked & Sparkling beverages are just 100 calories and 2 grams of carbs per serving, gluten-free and made with simple ingredients – no artificial flavors or sweeteners. This isn’t the sparkling water you grew up drinking – Truly Spiked & Sparkling

takes a timeless classic and gives it a modern, grown-up, spiked twist with a touch of fruit. Truly also offers convenience and ease, it’s ready to drink right from the bottle, perfect for active and social drinkers looking for a light, refreshing alternative to wine and cocktails. Truly Spiked & Sparkling is available in three styles:

Colima LimeSome of the world’s best limes are grown in Colima, a small state on the Pacific Coast of Mexico. That’s why they are used to make Truly Spiked & Sparkling Colima Lime. The flavor is slightly tart with a crisp, but subtle sweetness. ABV: 5% Package: 12 oz. bottles only Availability: Now, year-round

PomegranatePomegranates are known for their juicy sweetness, complemented by a slight tart flavor. Truly Spiked & Sparkling Pomegranate is clean,

crisp and refreshing with a hint of this juicy

super fruit. ABV: 5% Package: 12 oz. bottles only Availability: Now,

year-round

Grapefruit & PomeloTruly Grapefruit & Pomelo has a fresh aroma of citrus on the nose, followed by tart and tangy notes. Pomelo, a lesser-known citrus fruit, contributes an undercurrent of sweetness to balance the grapefruit. ABV: 5%

Package: 12 oz. bottles only Availability: Now, year-round

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Henry’s Hard Cherry Cola

Made with real cane sugar, Henry’s Hard Cherry Cola boasts a refreshing balance of cola and cherry flavors. ABV: 4.2% Package: 12 oz. bottles only

Availability: Year-round, beginning in August

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Oskar Blues Beerito Mexican Lager

Beerito is a light-bodied Mexican lager brewed with premium German and Colorado-sourced craft malts, featuring a crisp accent from noble hops. The mouth feel is incredibly smooth with flavors of walnut, toasted bread, plum, honey and cocoa. 4% ABV doesn’t always come with this kind of character. ABV: 4% Packages: 12 oz. cans and draught Availability: Now, year-round

Charlie Wells Dry Hopped Lager

Charles Wells had a most colorful past. With a history as full and abundant as the beard on his chin, his life was often adventurous, occasionally mischievous but always ingenious. Wells’ Master Brewers have poured the company’s 140-year heritage into a new lager, channeling their founder, who travelled the world in the Merchant Navy. An

illustration of a modern day “Charlie” Wells adorns the can. At first glance he looks like any modern tattooed chap, but each symbol represents the history and heritage of the brewery. Charlie Wells Dry Hopped lager is golden in color with a tangy, clean, smooth flavor. The dry hopping delivers a wonderful hop flavor without being overly bitter, and adds to the rounded and irresistibly fresh aftertaste, just how Charlie liked it. ABV: 4.7% Packages: 11.2 oz. cans and draught Availability: Year-round, draught in June, cans in July

Green Flash Passion Fruit Kicker CansThis summer, Green Flash is releasing their mouth-watering, luscious and tart, smooth wheat ale, Passion Fruit Kicker, in 12 oz. cans! Availability: Year-round, beginning in June

Lagunitas Aunt Sally To make this unique, dry-hopped, sweet, tart, sour mash ale, the wort is soured on the hot side with Lactobacillus. It tastes like a big bowl of fruity candy or some chewable flavored vitamins, but what’s the difference? It’s sweet, tart and sassy, just like the tasty cherry pie that your favorite aunt makes. For all the Aunt Sally’s out there, you know who you are... ABV: 5.7% Packages: 12 oz. bottles and draught Availability: Now, year round

NewPRODUCTSHeavy Seas Pounder PilsMade with German malts and a plethora of European hops, Pounder Pils is an American interpretation of a classic European style. Exhibiting a crisp malt backbone and an herbaceous hop profile, this pilsner is quaffable and refreshing, smooth and elegant, showcasing a bright, yet zesty botanical aroma. Named for the weight of their shot, the most common naval cannons were called “six pounders”. At Heavy Seas, that means a six-pack of crisp, clean Pounder Pils. ABV: 5% Packages: 12 oz. bottles and draught Availability: Now, year round


Dock Street Bohemian Pilsner BottlesPreviously available in draught only, Dock Street Bohemian Pilsner will soon be available in 12 oz. bottles as well! Bohemian Pilsner is brewed in the style of the original pilsner beers of Bohemia in a tradition that dates back to 1842. Pilsner malts and a generous amount of Bohemian Saaz hops are used to produce a golden color, soft, nutty malt flavor and a floral hop bouquet. ABV: 5% Availability: Year-round, beginning in June

Stone Brewing Co. and Arrogant Bastard Brewing Cans

Arrogant Bastard AleThis is an aggressive beer. Since the very beginning, Arrogant Bastard has reveled in its unprecedented and uncompromising celebration of intensity. There have been many nods to this beer – even outright attempts to copy it – but only Arrogant Bastard embodies the true nature of Liquid Arrogance. ABV: 7.2% Package: 16 oz. cans Availability: Now, year-round

Stone IPAThe IPA that launched generations of hop fanatics, this crisp, extra hoppy brew is hugely refreshing on a hot day, but will always deliver no matter when you choose to drink it. ABV: 6.9% Package: 12 oz. cans Availability: Year-round, beginning in May

Stone Go To IPA A vibrant hop-bursted session IPA, Stone Go To is an alpha-acid-rich beer that fans can enjoy without missing out on the assertive hop character they crave. ABV: 4.5% Package: 16 oz. cans Availability: Year-round, beginning in June

NewPRODUCTSA New Look For Smirnoff Ice

This summer brings a bold new look for six flavors of Smirnoff Ice! The exciting changes include new label and package designs as well as liquid color upgrades. Grape, Green Apple and Raspberry will be moving to true-to-fruit vibrant colors!

SeasonalSELECTIONS

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Narragansett Summertime Citra AleExtremely refreshing and drinkable, Summertime Citra is the perfect beer for a day at the beach or a backyard barbecue. Superbly balanced, this golden ale is made with 2-row pale malt and Citra hops. Strong aromas of citrus and passion fruit are balanced and mild on the palate. ABV: 4.2% Packages: 12 and 16 oz. cans Availability: Now!

Narragansett 1975 Lager Retro Jaws Cans

Again this year, Narragansett Lager will be available in the 12 oz. retro Jaws cans (12 and 30 packs) throughout the summer. Famously crushed by Captain Quint in everyone’s favorite shark-infested thriller, these cans are loved by all. Crush it like Quint all summer long! Availability: Now!

Sly Fox Grisette Summer AleThere’s nothing more refreshing in the summer than Sly Fox Brewing Company’s crisp and unique Belgian-style Grisette. Originally brewed for hard-working Belgian miners, Grisette Summer Ale is a delightful combination of wheat and malt that pairs perfectly with food and fun. A three-time GABF medal winner, Grisette is a complex, yet drinkable beer for customers who love a well-crafted Belgian ale for the warmer months. ABV: 5.6% Packages: 12 oz. cans and draught Availability: Now!

Sixpoint PuffIf you love resin, taste it straight from the tanks! Puff is a hazy, unfiltered pour, straight from the tanks with an extra dose of dry hops – a new blend devised just for this cloudy double IPA. Breathe deep and put your head in the clouds… and put clouds in your head. ABV: 9.8% Packages: 12 oz. sleek cans and draught Availability: June

Shiner Strawberry BlondeBrewed with perfectly ripe and juicy strawberries from Poteet, Texas (the strawberry capital of the state), Strawberry Blonde is a mix of pale and wheat malts that provide a crisp finish for a truly

refreshing brew. ABV: 4.3% Package: Draught only Availability: June

Woodchuck Out on a Limb June and JuiceJune and Juice is made with steeped, fresh juniper berries added to a small batch hard cider. With a fresh botanical aroma, this cider lets you enjoy a semi-sweet, fresh apple taste with notes of juniper and citrus. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: Now!

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 Origlio 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.

If you are interested in something you see in this publication and it is out of stock when you place your order, please contact your Origlio Sales Representative to discuss a similar option.

Origlio also sends out an email blast weekly to inform customers of seasonal offerings that are widely available to you, immediately.

If you are interested in receiving the weekly email blast, please send your email address to [email protected].

Evil Genius O’Doyle RulesO’Doyle Rules is a dry-hopped “almost

IPA.” Falling somewhere between a pale ale, session IPA, hoppy

blonde ale and American wheat ale, this approachable and highly drinkable golden ale is sure to tantalize the taste buds of both lupulin addicts

and the hop shy alike. The use of malted oats and wheat give

the beer a distinct creaminess, adding to the overall drinkability. A

blend of American hop varieties, including Simcoe and Amarillo, are carefully balanced to create an aromatic, juicy, refreshing experience. Think you don’t like hoppy beers? Try out this almost IPA – it’s a hoppy beer for everyone. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: July


Dogfish Head Festina Pêche Festina Pêche is a refreshing neo-Berliner weisse fermented with honest-to-goodness peaches. The Berliner weisse style is characterized by its intense tartness. In addition to fermentation with an ale yeast, Berliner weisse is traditionally fermented with lactic cultures to produce its acidic or green apple-like character. To soften the intense sourness, Berliner weisse is traditionally served with a dash of essence of woodruff or raspberry syrup. In Festina Pêche, since the natural peach sugars are eaten by the yeast, the fruit complexity is woven into both the aroma and the taste of

the beer so there is no need to doctor it with woodruff or raspberry syrup – Just open and enjoy! ABV: 4.5% Packages: 12 oz. bottles and draught Availability: June

Dogfish Head Bière de Provence Saison

Inspired by the fields of Provence in southern France, Bière de Provence begins with 2-row wheat and rye malts, and Jarrylo hops. A bounty of herbs, including lavender, bay leaf, marjoram and chervil, gives it a floral and spicy nose. With a hazy golden appearance, Bière de Provence is fermented using a Belgian yeast strain, for a sweet and malty flavor profile. This summer saison has a smooth finish with a flavor that’s just as complex as it is crisp and refreshing. ABV: 8.3% Packages: 12 oz. bottles and draught Availability: Limited quantities in June

Heavy Seas Red Sky at Morning Part of Heavy Seas’ Uncharted Waters Series, this very special version of “Red Sky at Night” is brewed with authentic Belgian candi sugar. It’s then finished in Chardonnay barrels to give the beer a complex, dry finish. Old World (wine) meets New World (beer). The best of both worlds! Explore with reckless abandon. ABV: 10% Packages: 22 oz. bottles and draught Availability: Limited quantities in July

Heavy Seas The Partner Ships Series: Rye WitThe Partner Ships collaboration series will feature beers brewed with Maine Beer Company, Troegs

Independent Brewing, Terrapin Beer Company and Stone Brewing Company throughout 2016. Born on friendship, creativity and a boundless sense of adventure, the Partner Ships Series celebrates the spirit of American craft beer today.

Rye Wit, brewed in collaboration with Terrapin Beer Co., is aged for 16 weeks in white wine barrels for a complexity never before tasted in

the style. With aromas of light fruit, spice and citrus balanced by a spicy malt backbone, this brew is sure to delight the senses. ABV: 6% Packages: 22 oz. bottles and draught Availability: August

Allagash Fluxus 2016Allagash Brewing Company brews its Fluxus beer (a different recipe every year) to commemorate

the anniversary of their first beer sold in July of 1995. The name Fluxus is Latin for continuous change. This year’s recipe was developed as part of the brewery’s pilot program that enables every employee to develop their own beer ideas. Fluxus 2016 is brewed with 2-row barley base malt, malted rye, and malted wheat, then hopped with noble hops before fresh ginger root is added in the whirlpool. Following fermentation, the

beer is partially aged in oak gin barrels previously used for Barr Hill Tom Cat Gin. The result is a highly aromatic saison with overtones of ginger and botanicals, with a hint of vanilla, ending with a tannic, vibrant finish. Since 2007, a portion of the proceeds from the sale of Allagash Fluxus has been donated to a scholarship fund for pediatric nurses at the Barbara Bush Children’s Hospital in Maine. ABV: 7.7% Packages: 750 ml cork and caged bottles and draught Availability: July

SeasonalSELECTIONS

SeasonalSELECTIONS


Weyerbacher Jester’s Choice #5The Jester’s Choice brews are one-off, experimental brews resulting from the creativity and collaboration of Weyerbacher brewers. Jester’s Choice #5 is a hefeweizen brewed with grains of paradise and citrus peels. Full-bodied with hints of white pepper, clove and banana, this brew has a refreshing citrus aroma and finish. ABV: 5.3% Package: Draught only Availability: Limited quantities in June

Weyerbacher 21 Weyerbacher’s 21st Anniversary beer is a bourbon barrel-aged stout brewed with cocoa and vanilla. The flavor profile is of chocolate cake with bourbon bacon icing. No actual bacon was used to brew this beer, but a hint of smokiness from a small amount of smoked malt, blended with an earlier brew aged in bourbon barrels, gives Weyerbacher 21 some great flavors. ABV: 11.9% Packages: 12 oz. bottles and draught Availability: June

Weyerbacher IPA #2This revolving small batch series is a great way for people to enjoy the freshest Weyerbacher IPA! Each new recipe features different, carefully selected hops. The second IPA release in this series is made with Simcoe and Denali hops. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: July

Unibroue Éphémère Blueberry

Slightly golden with a tinge of purple, this superbly well balanced ale is sure to please with its mouth-watering blend of barley, wheat, spices and delicate blueberry fruit notes. A vivid blueberry flavor

is complemented by a distinctive, wheat acidity

and a spicy finish. Try it with pork medallions, cheesecake

or goat cheese. ABV: 5.5% Package: Draught only (and in the Sommelier Variety Pack) Availability: Mid-June

Straub HefeweizenThis traditional Bavarian-style hefeweizen is a hazy, golden yellow color that pours with a substantial and lasting white, foamy head. The aroma is dominated by pleasant banana esters produced by the classic Weihenstephan wheat ale yeast used to ferment this beer. It is a refreshing and spicy brew with some subtle clove notes. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: Mid-May

Coronado 20th Anniversary Imperial IPAAfter two decades of coastal vibes, Coronado has grown into an award-winning brewery. And while they have grown, their passion for brewing great beer remains. To celebrate their 20th anniversary, the brewery created this massively floral Imperial IPA. Here’s to another year of staying coastal. ABV: 10% Packages: 12 oz. bottles and draught Availability: July

Lagunitas Born Yesterday Fresh Hop Pale Ale A newborn version of their re-born Pale, Born Yesterday is the brewery’s Dogtown Pale Ale with added wet, Virgin, lupulin-drenched, un-kilned hops for your immaculate reception. ABV: 6.5% Packages: 12 oz. bottles and draught Availability: June

Lagunitas Wilco Tango Foxtrot Rich, smooth, dangerous and chocolatey, WTF is a big ‘ol hoppy Imperial brown ale to help you with the slippery slide into summer. ABV: 7.85% Packages: 22 oz. bottles and draught Availability: July

SeasonalSELECTIONSThe Lost Abbey 10 CommandmentsA dark farmhouse ale, 10 Commandments is brewed with honey, rosemary and blackened raisins, and bottle-conditioned with brettanomyces. 10 Commandments begins with a pleasant sweetness from the raisins followed by some dark malt character and a drying finish with hints of chocolate and a touch of rosemary. A great beer to cellar, over time the sweetness is consumed by the brett, resulting in a drier and more firm background, allowing the honey flavors to shine through. ABV: 10% Packages: 750 ml cork-finished bottles and draught Availability: Limited quantities in June

The Lost Abbey Angel’s Share The Lost Abbey’s barrel-aged barleywine is infused with copious amounts of dark caramel malt to help emphasize the

vanilla and oak flavors from the freshly-emptied bourbon barrels. Brewed with German magnum hops, Angel’s Share is an incredibly smooth, full-bodied beer, layered with fruit and malts. ABV: 12% Packages: 375 ml cork-finished bottles and draught Availability: Extremely limited quantities in August

Port Brewing Santa’s Little Helper Bourbon Barrel-aged Imperial StoutSanta knows who’s been naughty and who’s been nice… and this is one seriously naughty but nice beer. Santa’s Little Helper begins the journey with flavors of sweet bourbon and oak, continues with hints of nutty dark chocolate and malt, and finishes with a smoky coffee finish. ABV: 10.5% Packages: 375 ml

cork-finished bottles and draught Availability: Extremely limited quantities in July

Port Brewing Hop-15 AleThis double IPA has a blend of 15 different varieties of domestic and imported hops added to the beer every 15 minutes. Huge, fresh hop resins with pine and citric aromas are countered with notes of malt character. This is one of the most sought after beers by hop heads everywhere. ABV: 10% Packages: 22 oz. bottles and draught Availability: August

11www.origlio.com HeadyTimes v.89

Green Flash Treasure Chest

Green Flash co-founder and breast cancer survivor, Lisa Hinkley began

the Treasure Chest program in 2011 to support breast cancer charities

in her hometown. Today, Green Flash is committed to brewing

it forward from coast to coast. This fruit-forward IPA features Mosaic hops

enhanced by the addition of fresh grapefruit. It is balanced

by prickly pear juice, while hibiscus flowers give the beer a naturally pink hue. Sales of Treasure Chest will benefit Breast Cancer charities nationwide. ABV: 5.7% Packages: 22 oz. bottles and draught Availability: August

The Hop Concept: Mosaic & Eureka IPATwo heavyweights with complex flavors meet head-on in this one-of-a-kind IPA. Mosaic – probably one of the most aptly named hops – fuses an array of tropical fruit, citrus and berry with mild herbal, earthy and pine characteristics. Heady Eureka hops emphasize heavy pine, underlined by mild floral notes and rounded out with dank aromas. ABV: 8% Packages: 22 oz. bottles and draught Availability: Limited quantities in July

Hop Freshener Series: Lemon & Grassy IPALemon & Grassy harnesses Comet, Nelson Sauvin, Sorachi Ace and Lemon Drop varietals to achieve its unique flavor and aroma profile. Aromas of freshly grated lemon zest, subtle mint and hints of biscuit start off this beer, while hops, hops and more hops explode on the palate. Grassy bitterness, citrus peel and the faintest sweet malt leads to a lingering clean finish. ABV: 8.5% Packages: 22 oz. bottles and draught Availability: Limited quantities in August

SeasonalSELECTIONSSamuel Smith’s Yorkshire Stingo

A limited seasonal beer to be released on August 1, 2016 (Yorkshire Day), Samuel Smith’s Yorkshire Stingo melds a historical beer style – “stingo” which is a strong ale from the north of England – with the

signature elegance of Samuel Smith’s Brewery. Brewed with British malt and multiple hop varieties, Stingo is fermented in open-topped stone “Yorkshire Squares,” with the Samuel Smith ale yeast strain. It is then aged in oak barrels that previously held cask-conditioned ale, gaining complexity and depth from the wood. A bottle-conditioned beer, Stingo is a flavor-packed strong ale with perfect balance and refinement. Rich, deep, flavors of

toffee, raisin, dried fruit and caramel ascend and ebb in waves, leaving soft oak notes. (The rear label shows the year brewed, which is the year before release, due to barrel aging and bottle-conditioning.) ABV: 8-9% Package: 18.7 oz. “Victorian Pints” only Availability: Limited quantities in August

Cape May Nitro IPAThis is Cape May’s flagship beer with a twist. Served on nitro, you’ll notice a creamier and fuller mouth feel with the bitterness seemingly toned down due to the lack of carbonation. Very much the same beer at heart, but with a refreshing spin, this is a decidedly hoppy and slightly bitter American IPA. It is loaded with a blend of West Coast hops that provide floral and citrus notes. This IPA emphasizes the hop aroma and flavor, while muting the hop bitterness by back-loading the hop additions. Dry-hopped with almost a pound per barrel, the hops come bursting through – encapsulating your senses to the point where you’re not sure where the rest of the pint went by the time you’ve put down your glass. You should’ve just ordered two. ABV: 6.3% Package: Draught only Availability: Now!

Cape May Summer CatchCitrusy and refreshing, this crushable Belgian-style wheat ale is sure to be your go-to all summer long. Citrus on the nose with an easy-drinking yet firm body, Summer Catch aims to please adventurous craft beer drinkers, but it’s approachable enough to encourage the yet-to-be converted consumer. Whether enjoyed at home during your next cookout, or sipped all night long when out with your squad, Summer Catch will be your new favorite summer ale. ABV: 5.4% Package: Draught only Availability: June

Cape May Corrosion Sour IPAA beer geek’s dream come true, Corrosion Sour IPA is bitter and sour, two flavor profiles that more often clash than complement, are brought together in a harmonious blend via the guiding nature of ample amounts of Citra and Centennial on the dry hop. This beer opens with a huge nose of fresh citrus and grapefruit, then hits the palate with firm bitterness up front before giving way to acidity on the back of the tongue. The dance goes on until you’re left wanting more. ABV: 5% Package: Draught only Availability: June


Rodenbach Caractère Rouge Back by popular demand, Rodenbach Caractère Rouge is a reddish-brown ale with a wine-like complexity created by Rodenbach Brewmaster Rudi Ghequire in partnership with Michelin star chef Viki Guenes. Caractère Rouge offers a fruity nose with a taste of cherries, raspberries and cranberries followed by a woody caramel note on the finish that comes from the barrel-aging process. The taste is sour but exceptionally pure. With its long, clean aftertaste and unique combination of delicacy and strength, Caractère Rouge is reminiscent of a crisp Burgundy wine. This beer pairs perfectly with chicken or pork with fruit glazes, salads with

cranberries and fruity desserts. ABV: 7% Packages: 750 ml bottles and draught Availability: Extremely limited quantities in June

SeasonalSELECTIONS


Great Lakes Lake Erie Monster Imperial IPAIssue a small craft advisory: this South Bay Bessie-inspired brew launches an intense hop attack amid torrid tropical fruit flavors. Astonishingly full-bodied with a leviathan load of American hops, Lake Erie Monster pairs well with steak, aged cheeses and tall tales. ABV: 9.1% Packages: 12 oz. bottles and draught Availability: June

Dock Street A Dog Named PierreThis is a slightly tart, slightly hoppy

pale ale. “The dog next door, his name’s Pierre, he runs and jumps through the air. Thank God Almighty that he is here. The dog next door, his name’s Pierre.” ABV: 3.5% Package: Draught only Availability: June

Dock Street Crackle & Squeeze

Created in collaboration with the Four Seasons Hotel in Philadelphia, this farmhouse saison is brewed with cracked black pepper, Sicilian pink pepper, and freshly squeezed Meyer lemons. Skip right to dessert. ABV: 5% Package: Draught only Availability: July

Harpoon Hibiscus CiderHarpoon Hibiscus Cider was originally brewed by Harpooners, Julia Falk, Cait Kelliher, Jordan McMillan, Carolyn Orth and Rich Eyring for the brewery’s annual employee brewing competition. It was agreed (instantly and unanimously) that it should be shared beyond the brewery walls. Hibiscus flowers give this cider its festive, effervescent deep pink hue, as well as a floral tartness that complements the sweetness from the freshly pressed apples. ABV: 4.8% Packages: 12 oz. bottles and draught Availability: July

Harpoon Ale 2016It all started with friendship and a shared love of beer. The only thing missing was a choice of quality beers. So three friends took it into their own hands, hired a brewer, and after many practice batches, brewed the beer they wanted to drink. The amber ale was deeper in color, fuller in flavor, higher in quality, and nothing like anyone in Boston had tasted. That was 30 years ago. Things have changed quite a bit since then, but some things remain the same: quality matters and being passionate about the beer you drink matters. But above all, to Harpoon, being able to share great beer with friends matters most. The brewery is celebrating 30 years of brewing with Harpoon Ale! Harpoon’s proprietary yeast strain produces a signature fruity aroma, which is noticeable up front. The malt combination adds a delicate caramel note and the malty, fruity character is nicely balanced by a mild hop bitterness. Harpoon Ale has a smooth, medium body with a crisp finish. ABV: 5% Packages: 12 oz. bottles and draught Availability: Limited quantities in June

Alpine Willy Vanilly Alpine amplifies the flavor profile of Willy, a mildly-hopped American wheat ale, through the introduction of fresh vanilla. The added spice complements the nutty character of the beer’s golden wheat base. With a bright aroma and creamy mouth feel, Willy Vanilly is a subtly sweet, highly quaffable, vibrant beer. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: June

Abita Blueberry WheatPart of Abita’s Harvest Series, Blueberry Wheat is a crisp wheat beer brewed with pilsner & wheat malts and German Perle hops; the juice from Louisiana blueberries is then added to complement the toasty malt flavor. This deliciously refreshing brew is perfect for enjoying on a warm summer day. ABV: 4.4% Packages: 12 oz. bottles and draught Availability: June

Abita Seersucker Summer PilsSeersucker Summer Pils is a traditional pilsner with a full-bodied malt flavor and a light hop bitterness. It is made with traditional German malts and Tradition & Spalt hops. This pilsner pairs well with seasonal summer favorites like grilled chicken, salmon and garden salads. It’s also a refreshing choice with Mexican food and most Asian cuisine. ABV: 4.8% Packages: 12 oz. cans and draught Availability: June


Saison DupontThe Dupont Brewery was established in 1844 in Tourpes, Belgium on land that was formerly part of a Benedictine abbey. In 1920, Louis Dupont’s father bought the small farm and brewery, which is now run by Master Brewer Olivier Dedeycker, a fourth generation member of the Dupont family. The brewery is most well-known for producing Saison Dupont, the benchmark of one of Belgium’s most important beer styles. Saison DuPont is a pleasing straw color with a dense, creamy head. The nose is estery with citrus and spice notes. Full-bodied and malty, Saison Dupont sparkles on the palate and finishes with a zesty hop and citrus attack. A true world classic, this beer is the definition of saison. ABV: 6.5% Packages: 12.7 and 25 oz. bottles and draught

Sierra Nevada Kellerweis Untamed, unfiltered and unafraid, Kellerweis was inspired by traditional Bavarian techniques. It is brewed in open fermentation tanks – a process rarely seen today – to let the ingredients truly shine. The result is a hazy wheat ale that is untamed,

raw and alive. With a full, fruity aroma and notes of

spicy clove and banana bread, Kellerweis is a truly unique brew, perfect for the warmer months. Pair it with

grilled salmon, fruit salad or Brie cheese. ABV: 4.8% Packages: 12 oz. bottles and draught

Samuel Smith’s Pure Brewed Organic LagerThere is no better beer for summer! Pure Brewed Lager is bright straw-gold in color with a medium body. Pure barley malt flavor and herbal hops are in perfect balance in this beer. Clean and crisp, with brilliant conditioning, Samuel Smith’s Pure Brewed Lager is USDA Certified Organic. ABV: 5% Packages: 12 and 18.7 oz. bottles

Verdi Strawberry SparkletiniDeliciously sparkling, light and refreshing, Verdi Strawberry Sparkletini has a natural strawberry flavor with a clean finish, perfect for summer sippin’. ABV: 5% Package: Re-sealable 750 ml bottles only

Firestone Walker Easy Jack Easy Jack came about when Brewmaster Matt Brynildson went to the mountain top and returned with a vision for a different kind of Session IPA, one that would be brewed and dry hopped with a globetrotting selection of newer hop varieties from Germany, New Zealand and North America. He foresaw a beer that would deliver massive hop aromas, surprising dimension, a signature malt balance and an empty glass before you

knew what hit you. This sessionable IPA, perfect for enjoying in the warmer months, is now available in 12 pack cans. ABV: 4.5% Packages: 12 oz. bottles, 12 oz. cans and draught

Available Year-Round PERFECT FOR THE SEASON


Blue Moon Turns 21To celebrate its 21st birthday this summer, Blue Moon is on a mission to get consumers’ nights started right. On the 21st hour (9PM), beer lovers will be able to participate in a new happy hour and enjoy Blue Moon specials. Blue Moon overindexes at 9PM vs. any other hour of the day and is by far the #1 volume and velocity craft beer at that time

This on-premise program can be activated on any night in June or July, with a larger event occurring on July 21st. The initiative will encourage consumers to post photos of their #21stHour experiences to Blue Moon’s social media pages.

The program will feature on-premise tools to support event activations and kits that include ideas for sell-in support.

Programs

Coors Light FootballFor college football fans and their teams, every Saturday is a mountain of anticipation. This summer and fall, Coors Light will celebrate the kickoff of the 2016 college football season and the rivalries that make the game great, along with the climb to the playoffs.

This program will focus on the key tailgating occasion and support football fans by providing unique experiences through the Coors

Light rewards program, which offers StubHub ticket giveaways along with other great prizes for consumers.

The program, although driven by college football, will also cater to NFL fans and the NFL season. The 360-degree program will feature on and off-premise retail tools, a rewards program through 12-packs, digital content, print content, out of home and experiential and rewards packaging, all of which will feature

impactful thematic and alliance-focused creative pieces.

For the StubHub ticket giveaway, consumers will enter unique codes found inside 12-packs of Coors Light for a chance to win tickets to local sporting events, StubHub gift cards and a national sweepstakes which includes a grand prize for the winner and three friends to attend the college football National Championship game.

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Programs

HeadyTimes v.89 www.origlio.com

Heineken Light has accepted the coveted European Beer award for “Best Light Lager”. This exciting achievement will be announced and promoted through TVC, digital and at on-premise locations throughout 2016.

Strongbow Hard Apple Ciders, the number one selling global cider brand and winner of the best tasting hard cider award at the 2015 World Cider Championships, has unveiled its newest flavor, Cherry Blossom.

The flavor announcement follows the launch of Strongbow’s latest TV commercials starring legendary actor Sir Patrick Stewart. The second iteration of this witty national campaign highlights Strongbow’s impressive range of award-winning hard cider flavors, which when over ice, deliver the “bestest” cider experience in the category.

Dos Equis SummerWhether stocking up for a poolside party or hunkering down at a local beer garden, Dos Equis will help consumers make the most of their summer by increasing their interesting ranking.

Through tips and deals, Dos Equis drinkers will have a chance to win exclusive summer experiences and make their summers more interesting.

Dos Equis will partner with complimentary brands to provide shoppers with a one-stop-shop in-store that will increase basket rings.

Drive sales this summer with Heineken’s seasonally relevant shopper program. Heineken is poised to be the high-quality, natural choice for summer occasions. The first retail-level installment of the 2016 Credentials campaign will give drinkers a reason to choose Heineken.

From May through August, Heineken is separating itself from the competition with a unique program rooted in the claim, “Only 3 Ingredients, All of Them Natural.” The program will be supported by a suite of tactics that create an overall shopper experience (PLUS television and other promotion-specific above-the-line awareness media). This activation will keep Heineken top of mind all summer long.


ProgramsRaise Summer with Every CoronaCorona is raising summer to the next level of carefree enjoyment. Because Corona has the same passion for sun-drenched outdoor fun with friends as Millennials do, Corona is giving them a passport to access even more of all the summer experiences they love.

When consumers purchase Corona, they will enjoy exclusive perks that elevate and enable carefree summer activities. Partnering with brands that are highly relevant to the Millennial lifestyle, Corona will deliver hundreds of prizes, with chances to win every week and exclusive offers that connect lapsed and new drinkers with exclusive access to rides, refreshments, events and gear – all the makings of a truly rewarding summer.

To raise excitement around this promotion, Corona will offer all new bilingual summer promo packaging with in-pack codes for the off-premise, and English and Spanish POS with a text-to-win feature for the on-premise. Additional 360 support includes all new bilingual POS, increased national TV presence, social media and PR.

Yuengling “Respect. It’s Earned.” Yuengling, America’s Oldest Brewery, launched its largest marketing initiative in its nearly two-century long history in April. The brewery’s new, “Respect. It’s Earned.” campaign celebrates the craftsmanship, tradition and perseverance of the family-owned and operated company and its signature beer, Yuengling Traditional Lager.

The campaign takes Yuengling’s history and makes it tangible by showcasing elements of the brewery and its traditional brewing process that speak to its authenticity. Imagery of the nearly two-century-old, hand-dug fermentation caves that were used for storage before refrigeration, the on-site brewhouse and time-tested bottling line underscore the brewery’s legacy as America’s Oldest

Brewery and its dedication to brewing quality beers.

The 360-degree “Respect. It’s Earned.” campaign, includes TV, print and digital as well as both on and off-premise retail promotions.

Yuengling Unlock Your Own MedalCheck in to Yuengling Traditional Lager from August 5th through the 21st on Untappd and unlock their new #USALager badge. It’s a fun way to cheer on team USA. Grab a Yuengling Lager and

get ready for the opening ceremony!

Programs


Samuel Adams Pour One ForwardThis summer, Samuel Adams is pouring it forward with their program that salutes our friends in the military. Drinkers will be able to write a note of thanks on a Pour One Forward postcard which any current or former military hero can retrieve and exchange for a freshly poured Boston Lager! In addition, drinkers will be asked to post a photo with #PourOneForward on Facebook, Twitter, and/or Instagram. For every public post with that hashtag, Samuel Adams will donate $1 to American Dream U, a national nonprofit that teaches skills and connects soldiers with resources to start their own businesses or find their dream jobs.

Traveler Beer Co. National Refreshment Day SweepsTraveler Beer Co. wants to celebrate National Refreshment Day (July 28th) in a big way! From now through 7/28, Traveler Beer fans can enter the National Refreshment Day Sweeps for a chance to win $2,500 and a Traveler Prize Pack that includes: A Traveler-branded Slip n’ Slide, 10 spray fans, a cooler, an umbrella and 10 t-shirts! Consumers can enter the sweepstakes on the Traveler Beer Co. Facebook page or on the sweepstakes website: travelerbeer.com/nationalrefreshmentday. The grand prize winner will be selected on 7/29/2016.

Toast Our Troops with Shiner Shiner is proud to announce the return of their Toast Our Troops promotion in 2016!

Each year, Shiner partners with The Boot Campaign, a grassroots initiative started in 2009 by five Texas women now known as “the Boot Girls.” The Boot Campaign raises money for our military veterans by selling the same boots worn by many of our soldiers. Every pair of boots sold at bootcampaign.org funds programs that meet the physical and emotional needs of our returning troops. Job placement, physical therapy and PTSD counseling are just some of the programs that the Boot Campaign supports.

Since 2011, Shiner has raised over $625,000 for the Boot Campaign, and they are committed to making 2016 a record-breaking fundraising year. This goal can only be achieved with your participation and support. Shiner Beers will donate $0.50 for every case sold of the specially marked Toast Our Troops 12 pack Shiner Bock cans. Newly designed Toast our Troops themed POS, and boot donation tear pads (with UPC code included) are available for order, so you can host your own fundraising efforts to support the Boot Campaign and our veterans. Ask your Shiner sales manager for details.

Great Lakes #SummerPourFrom May 16th through September 9th, Great Lakes Brewing Co. wants fans to share photos of themselves tastefully and responsibly enjoying GLBC beer in a summer-themed setting for a chance to win a prize! To enter, drinkers will upload their photos to greatlakesbrewing.com/summerpour, or tag the photo with #SummerPour on Facebook, Twitter or Instagram. One Great Lakes-branded Coleman cooler will be awarded weekly and one grand prize winner will receive a GLBC-branded kayak at the conclusion of the promotion. You must be 21 to enter!


Programs

Firestone Walker Celebrates 20 Years of Relentless Innovation Firestone Walker is celebrating 20 Years of Relentless Innovation. Since

1996 Adam Firestone (The Bear)

and David Walker (The Lion) have continuously challenged – and sometimes battled each other to pursue the perfect beer. And while the perfect beer still remains elusive, you may find that they have produced some worthy contenders. To mark this milestone, FW is offering a wide array of POS both on and off-premise including: 20 Years of Relentless Innovation tap hangers, bottle neck hangers, coasters, static strips and posters. In addition, both DBA and Union Jack bottles will be labeled with special 20th anniversary neck labels throughout the summer.

The brewery will also highlight their history with the Malts vs. Hops concept which asks drinkers to become engaged and educated in all that’s possible with pure malts and hops. The brewery’s malty DBA and hoppy Union Jack define the two

extremes and set the tone. It’s their version of a tap takeover – an invitation to drinkers to try Firestone Walker’s full range of brews and to appreciate the many styles of craft beer rooted in these two essential ingredients.

Squeeze the Most Out of Summer with UFOHarpoon wants to know how UFO fans squeeze the most out of summer, so they’re coming to find out! This summer, they will be hitting the road and making stops in select markets to talk to UFO drinkers about how they make the most of the summer months. Visit ufobeer.com to find out where the special events are being held.

Love Beer. Love Life. All Summer Long with HarpoonThe summer is here and that means it’s time to turn up the music, light the charcoal, dust off the cooler and round up your friends. This summer, Harpoon is offering two brand new beers to love: the seasonal mango ale, Camp Wanamango and their new year-round golden ale, Sweet Spot. Plus, they’re going to help consumers celebrate the warmer months with great tips and ideas from their summer-loving partners, Tivoli, Kayem, Sweet Baby Ray’s and more. Fans are invited to visit lovebeer.lovelife.com for recipes, playlists and more ways to make their summers great. Love Beer. Love Life. with Harpoon all summer long!

RetailEDGE


Corporate Social Responsibility By George Latella

George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major at Saint Joe’s, recently celebrated its 50th anniversary. Latella is also a partner in Beacon Marketing Group which provides marketing planning, research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at [email protected] or 610-660-2254.

In the last issue we discussed the importance of Category Management. In other words, making sure you have the right products, at the right price, at the right time, in the right location. All of the suppliers/brewers in this publication want YOU to carry their products. Besides the 4 P’s of Marketing (Product, Price, Promotion, Place) you also need to consider how your suppliers run their business. With the transparent society we have today, thanks to cell phones and social media, everything that companies do and say is public and immediate.

You may have heard of Corporate Social Responsibility or CSR. This topic basically revolves around societal, economic and financial variables and how they impact stakeholders. Whether you are a private or public company, your customers expect you to act in a certain way with regard to your stakeholders.

Stakeholders include everyone from the owners/shareholders, employees, suppliers, customers, neighbors, communities and municipalities to those people around the world who are affected by all those listed. How these stakeholders view your company/brand is critical to your long term success. If they are happy, they will support you. If they are not, they will let you and the world know how they feel. Think of how much technology and social media have influenced how we make decisions every day as consumers.

All companies have responsibilities towards a range of people who have a ‘stake’ in what that company does. Certainly, different groups of stakeholders will place a different emphasis on what they expect from the company with regard to balancing the social, economic and financial issues. And in most cases, there will always be some stakeholders that have a louder “voice” than others. Some things you need to consider are:

• Whether you have them in writing or not, everyone has a set of values that they have developed and follow. If someone asked you what your company values are, could you answer?

• Do you know anything about the companies that supply your products and services?

• What are their company values? Do they align with yours?

• Do they have an ethical code of conduct that tells you how they run their business?

• How do they treat their employees, vendors, communities?

• Where are their products made? If they source their raw materials from other countries, what are the working conditions and wages for the people that work there? Do you know what “Free Trade” and “Fair Trade” are? We take many of the things we have in the U.S. for granted (food, shelter, security), but many of the people that help provide products for U.S. consumers are living and working in substandard conditions and not earning a living wage.

• What is the impact on the environment? Many of the products you sell come from natural resources. What is the process of getting things from nature through processing and ultimately to the end consumer?

Whether you run an on-premise or an off-premise establishment, all of these things impact your business. You need to make sure that you understand how you impact your stakeholders and adjust your supply chain operations and marketing programs accordingly. If you take a stakeholder view of your business it will positively impact your bottom line!

This time of year brings me back to my childhood, when standing on the sidewalk selling lemonade to my neighbors seemed like a

great entrepreneurial enterprise. Little did I know that I was tapping into a natural summer inclination –finding that perfect citrus beverage to quench one’s thirst.

Fortunately for us grownups, the desire for citrus can be satisfied with many beer options. Everyone from beer novices to serious beer drinkers will find a variation of a citrus beer that is perfect for them.

The most basic example of citrus-flavored beers are brews that are made with yeast strains, hop varieties or other ingredients that naturally impart citrus characteristics. Examples of these are the orange citrus flavor of a hoppy IPA, like Green Flash West Coast IPA or a Belgian wit, such as Coronado Orange Avenue Wit that gets some of its spicy and fruity flavors from the use of Belgian yeast.

Fruit itself has also become a recognized tool in a brewers’ bag of tricks, as it can be added throughout the brewing process to many styles of beer. Some of the newest fruit-infused beers include Blue Moon Belgian Table Pils brewed with mandarin orange peel; Weyerbacher Tarte Nouveau, brewed with blood oranges and Evil Genius Turtle Power, a fantastic pale ale loaded with grapefruit.

Another way of achieving citrus flavor is to actually add fresh fruit juices to lighter styles of beer. Beer cocktails like Radlers and Shandys are low-alcohol blends of fruit juice and beer that are

real thirst quenchers. Traveler Grapefruit Shandy, for example, is a delicious wheat beer combined with real grapefruit. There’s also a new offering from Moosehead Brewery, Moosehead Radler, which is a traditional German lager infused with natural grapefruit, grape and lemon juices.

A local bar that is capitalizing on this trend is The Hulmeville Inn in Bucks County. Recognizing the popularity of Shandys, Radlers and fruit beers in general, owner Jeff Lavin was inspired to find homemade recipes that would allow him to add fruit juice to draught beer. He invested in a juice press and began purchasing a variety of fresh fruits, including blood oranges, tangerines, lemons and grapefruits. Not only are customers able to drink a freshly made Shandy of their choice, but they can get creative in how they combine these flavors. Lighter lagers that are flavorful, but still light enough to allow a clear taste of the fruit, are best for these cocktails. A couple beers that fill the bill perfectly are Great Lakes Dortmunder Gold and Sixpoint The Crisp, the brewery’s German-style pilsner.

Of course, no matter how much fruit you purchase or how creative you get, you’ll still have competition from neighborhood kids selling lemonade on the corner. Fortunately, your customers will want something a little stronger and there are many options to offer them.

The BeerGUYWhen Life Hands You Lemons, Make a Great Beer!By Steve Hawk


Fortunately for

us grownups, the

desire for citrus

can be satisfied

with many beer

options. Everyone

from beer novices

to serious beer

drinkers will find

a variation of a

citrus beer that is

perfect for them.

3000 Meeting House RoadPhiladelphia, PA 19154

®

Kenny Chesney Kicks Off His Spread the Love Tour with Corona Light Country’s biggest star teams up with the nation’s No. 1 light import for their 7th concert tour.

Country music and The Light Cerveza – what’s not to love? On Saturday April 23rd Kenny Chesney kicked off his Spread the Love Tour at the Jordan-Hare Stadium in Auburn, Alabama. On June 25th Kenny will bring his tour to Philadelphia’s Lincoln Financial Field, marking his seventh tour with Corona Light – the nation’s No. 1 imported light beer.

Taking his music to the fans for 40 dates, including 14 stadium shows, Chesney is happy to team with Corona Light again. “Some things just work,” says Chesney, an 8-time Country Music Association and Academy of Country Music Entertainer of the Year. “For myself and the No Shoes Nation, good friends and a cold Corona Light make for good times and great memories.”

The man The Wall Street Journal crowned “The King of the Road” has invited dozens of country’s hottest stars to join him on tour, including Keith Urban, Luke Bryan and Eric Church. For the Spread the Love tour, 7-time Female Vocalist of the Year Miranda Lambert and Sam Hunt are all a part of this year’s stadium lineup – and ACM Best New Group Old Dominion appear on every show. After hundreds of concerts in countless cities, one thing remains constant on Chesney’s tours: Corona Light.

“Kenny, the No Shoes Nation and the Spread the Love tour is what Corona Light and living ‘light cerveza’ is all about,” says Jim Sabia Chief Marketing Officer for Constellation Brands Beer Division. “Being down to earth, free-spirited, but also working hard and enjoying great times with friends and family along the way. Kenny brings that attitude to each and every performance. And it’s that vibe and atmosphere he creates that has made his concerts’ attendance record-breaking year after year. We’re proud to continue to be a part of that special experience for the Spread the Love Tour.”

For the second year in a row, Corona Light is giving consumers the chance to win a one-of-a-kind, intimate Kenny Chesney experience at an exclusive concert on November 5th at the Fillmore in Miami, complete with airfare and hotel accommodations. Fans can follow @CoronaLightUSA on Instagram and post their fan photo with #CoronaLightSweepstakes for a chance to win. For complete and official rules, visit CoronaLightRules.dja.com.

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Heady Times Summer 2016