MEXICAN - Amoskeag Beverages

Spring 2014 | V.7
AMOSKEAG BEVERAGES
MEXICAN
BEERS
ARE ON FIRE
Retail Edge Seasonals The Beer Guy New Products Programs
ALAN NEWMAN OF ALCHEMY & SCIENCE | SPRING SELECTIONS | SERVING DRAUGHT BEER
Letter toTHE TRADE
In This
ISSUE
Cover Story .........................1
Brewer Highlight ..................2
S
USTAINING A BUSINESS FOR MANY YEARS IS NO EASY TASK.
Making sure that Amoskeag Beverages is in it for the long haul is like
driving a car in a race that has no end. To win a long race, you must
take a pit stop every now and then to refresh and refuel your car, tune your
engine and take other actions that will make you even faster, stronger and
more competitive as you move forward. That’s what we did in
2013… we refreshed and refueled our growth
engine to help drive superior
service to our much-valued
customers. We are always
looking for ways to raise the bar
and further differentiate ourselves.
This is something we like to
review each year through trade
visits and customer surveys.
We invest significantly in our
brands, as do our suppliers, to
assure that our customers are
receiving products of the best
quality. We are proud to continue
selling our current selection of brands and look forward to introducing some
new and exciting items to our portfolio this year. Our sales department
continues to participate in ongoing trainings and our delivery and warehouse
team uses breakthrough innovations to unleash significant productivity. Simply
put, we take actions that we believe set us up for long-term sustainable growth
and superior performance. Vice President of Amoskeag Beverages, Kevin
Emmons says, “We strive to be a winning team, and to do this, we must all
work together – just like the Miller Lite racing team led by Brad Keselowski.
We are both revving our engines, getting ready for race season!”
Howie Glynn & Sons ............3
Penuche’s Ale House .............4
New Products ......................5
Seasonal Selections...............8
Programs ..........................11
Retail Edge........................12
The Beer Guy ....................13
We appreciate your support as an Amoskeag Beverages customer and we
will continue to provide you with the excellent service you have come to
expect from us.
Ed Murphy
VP/General Manager
Tom Bullock
President
Kevin Emmons
VP/Marketing Director
Heady Times is published four times a year, courtesy
of Amoskeag Beverages.
CoverSTORY
Mexican Beers Are On Fire
B
EERS FROM MEXICO WERE THE SHINING STARS
of the import beer category, which finished 2013 down
less than 1%. That’s not too bad compared to recent years.
But that number would have been different had it not been for the
12% rally in last year’s 4th quarter – a rally fueled almost entirely
by a spike in the sale of beers from our neighbor South of the
Border. In an environment where the success of craft beer has been
the beer industry’s lead story, Mexican imports tell another tale.
Shipments of beer from Mexico into the United States were up 4.6%
at the close of 2013 and that upward trend is holding this year.
Millions have “found their beach” drinking the beer in
the clear bottle with a conspicuous wedge of lime
protruding. That beer is Corona Extra, which along
with Corona Light, tops the list of the 25 best-selling
imports in the country. Constellation Brands Beer
Division, formerly Crown Imports, the company
that sells Corona, also imports Modelo Especial
(the third best-selling import), Pacifico and Negra
Modelo – all in the top 25.
In fact 2013 was a record-breaking year for
Constellation Brands. Sales of Corona Extra
and Modelo Especial topped 100 million and
50 million cases respectively and President,
Bill Hackett sees plenty of room for growth
in the company’s entire portfolio. “The rollout of Corona Light draught has had a
halo effect on Corona Extra as consumers
recognize that these beers are perfect for
so many different occasions.” The same
can be said for Negra Modelo, which
is also available in draught. Negra Modelo
is a well-balanced and flavorful Vienna-style lager. It is
a little darker with an appealing bitterness, balanced by just the
right amount of sweet chocolate notes in its dry finish. In Mexico it is
known as the “elite of beers”.
If you are not familiar with
Pacifico, this beer was first
brought into the country by
surfers in Southern California
who live the “La Surfeza”
lifestyle. Looking for a beer to
complement their active lifestyle,
Pacifico became their unofficial
emblem. In line with the active
lifestyle, Pacifico’s sponsorship of
the Burton U.S. Open
Snowboarding Championships in
Vail, Colorado this year, opens up
the world of winter sports to the
brand. Pacifico will be the official beer
of the competition through 2016. The
event will feature Shaun White, Mark
McMorris and Kelly Clark, who will
compete in Halfpipe and Slopestyle
competitions. Look for Pacifico’s “Original
Explorers” TV spot airing nationally on
FoxSports2.
www.amoskeagbeverages.com HeadyTimes v.7
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BrewerHIGHLIGHT
Alan Newman
President of Alchemy & Science
A
LCHEMY & SCIENCE IS AN INDEPENDENT SUBSIDIARY
of The Boston Beer Company – a self-proclaimed “craft beer
incubator.” Headquartered in Burlington, Vermont, Alchemy &
Science has launched projects all around the country from Angel City
Brewery in Los Angeles to Coney Island Brewing Co. in New York and
now, Concrete Beach Brewery, a work-in-progress located in Miami.
The Traveler Beer Company also falls under the Alchemy & Science
umbrella. As President, Alan Newman has put his years of experience
and insight to good use alongside the company’s co-founder, Stacey
Steinmetz. Newman’s first foray into the beer business was in the mid90s when he founded Magic Hat Brewing Company and hired
Steinmetz as the brewery’s first employee. Newman left Magic Hat in
2010 and founded Alchemy & Science in late 2011.
Named for Newman’s fascination with the fact that making beer is a
combination of math, science, and some magic, Alchemy & Science is
not an actual brewery. Newman explains, “As Jim Koch put it, there
are lots of opportunities in the craft beer world that Boston Beer just
“I think the U.S. has become the preeminent beer capital
of the world and that is something that people would have
laughed at if we had preached it 10 years ago.”
can’t pursue because it’s not what they do. They run their business
really well and they need to stay focused. They can’t be distracted with
a bunch of experiments and take their eye off the ball, so Jim
approached me to create an independently operating, but whollyowned business that looks for opportunities in the craft world.”
Newman prides himself on promoting the sociability of drinking and
remembers, “As more people began to drink craft, the number of
breweries increased and we got into a competition of sorts. How weird
can you make the beer? How wacky can the story be told? How big
can you make it? The industry has been “out-bittering” and “outalcoholing” each other for years. As craft became more popular, the
alcohol went up, the IBUs went up and it got to a point where I could
only drink one or two in a sitting. So being a contrarian, I went in the
other direction. I wanted to offer beers that promote sociability. When
the world is zigging, I always try to zag. I like white space rather than
cluttered space.”
The Traveler Beer Co. led the charge that brought the shandy back into
the limelight and they have had much success with the style, even
introducing seasonal shandys into the mix. “Refreshment never goes out
of season,” says Newman. “The success of Jack-O Traveler (their
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pumpkin shandy) taught us that we could
extend the concept into different seasons.
As long as it fits the criteria of being
refreshing and the beer is great, customers
will accept extensions.” Traveler Beer Co.
has brewed shandys with strawberries,
ginger and pumpkin and their newest
spring release, The Illusive Traveler, is made
with grapefruit.
Newman is excited about the future of
Alchemy & Science and the sheer
enthusiasm and choice people have today.
“When I started in this industry there was a
ton of bad beer in the market and I don’t
think that exists today. I think the U.S. has
become the preeminent beer capital of the
world and that is something that people
would have laughed at if we had preached
it 10 years ago. But I don’t think anyone is
laughing today.”
Off-PremiseSPOTLIGHT
Howie Glynn & Sons
I
T’S CERTAINLY A FAMILY AFFAIR AT
Howie Glynn & Sons Convenience Store.
Heady Times saw firsthand how three
generations can be a winning team and run a
successful business. With three stores and a
thriving oil company, Howie Glynn Sr. is proud
to have his family running this business. Their
bustling store, built in 2010 on busy Route
111 in Windham, is an ideal location to fill up
your gas tank, grab a cup of coffee and pick
up a six pack of beer.
Walking around the gleaming 3,000 squarefoot space with Ralph Glynn (Howie’s son),
it is clear that there was a conscious effort
made to enhance the shopping experience
at the store. Clear signage is seen
throughout and the wide aisles are filled
with quality products. “Since we built this store, and didn’t
have to deal with an existing one, we were able to customize it,”
says Glynn.
A beer cave was added when the store was first constructed and
customers love it! “Our customers know we always have their favorite
beer, ice cold and ready for them.” It also helps optimize floor space and
the neatly stacked shelving allows the store to offer a larger
selection. “We are able to present our customers
with a huge variety of beer and we pride ourselves
on always being well-stocked. If you don’t have it,
you can’t sell it,” says Glynn, who is also quick to
point out the great service he receives from
Amoskeag Beverages. “I know if I call my salesman,
he’ll do what it takes to get my beer, so my customers
won’t leave empty handed.”
Ralph Glynn with his wife, Ann-Marie (to his right)
and employees, Kerri and Ashley
In addition to their extensive beer selection, Howie
Glynn & Sons features a well-stocked coffee bar and
wine rack as well as an assortment of candy and snack
items. And, busy shoppers love the convenience of the
gas pumps. This is truly a one-stop shop.
With two stores in Windham and one in Salem, Glynn is
very involved in the community. Meeting the needs of the
neighborhoods in which his stores reside has been a top
priority for Glynn since he first opened the store 20 years ago.
Whether it’s the Boy Scouts or the local schools, the Glynn
family is always lending a helping hand.
What sets Howie Glynn & Sons apart from the competition?
It’s their reputation for providing stellar customer service and
quality products. They have never lost track of their guiding
principle – being a family-owned and operated company
whose goal is to provide the best service to their customers.
In the hectic beer industry, this simple plan is sometimes
overlooked… but not at Howie Glynn’s Convenience Stores.
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On-PremiseSPOTLIGHT
Penuche’s Ale House
I
F YOU ARE LOOKING TO DRESS
casually, enjoy a game of darts and relax
comfortably with your friends, while
enjoying a cold beer at a great price,
Penuche’s Ale House in Keene is the place for
you. Located on the outskirts of downtown
Keene on Marlboro Street, Penuche’s is a
“quintessential beer joint,” according to
proud owner, Todd Tousley.
Tousley grew up in Keene, attended Keene
State College and after a stent in corporate
America, he bought Penuche’s over 24
years ago. Having worked in area
restaurants, Tousley not only knew how he
wanted his bar to be run, but also what
type of atmosphere he wanted to provide.
“When I traveled through Europe, I really
enjoyed their laid-back pubs and flavorful beers,” he
said. “When I was in college, there weren’t any casual places to go for
a few beers like there were in Europe. I wanted to fill that void.”
The oldest bar in Keene, established in 1951, Penuche’s offers a rich
history of the town. The walls are full of memorabilia from Keene State
College, etchings of initials of students & alumni and images that
encapsulate special moments of semesters
past. “People love the history and tradition
of this place,” Tousley said. “And I think it’s
the friendliest bar in town.”
It truly is a neighborhood tavern that relies
mostly on word of mouth to generate new
business. But in order to keep current, Tousley
has turned to social media. “We post our
nightly beer promotions and list new products.
We also offer a free beer to Facebook friends
on their birthday.” It’s no wonder the place is
packed every night. “We have an amazing
staff that work well together and a great
relationship with Amoskeag Beverages.” All of
these people contribute to the success of this no
frills neighborhood pub.
With all of the success the Keene location has
had, Tousley decided to expand the business and
opened two additional locations – one in Nashua
and the other in Concord. Though each bar is a
little different, they all pour great beers like Harpoon, Sam Adams and
Pabst Blue Ribbon from their 13 draft lines. The ample beer selection,
tasty bar fare, good prices and fun people are what keeps customers
returning to Penuche’s time and time again.
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Owner of Penuche’s Ale House, Todd Tousley
NewPRODUCTS
Redd’s Pick Different
Can and Bottle Variety Packs
To “Pick Different” has never been easier with Redd’s
variety packs. Each pack contains Redd’s Signature
Apple Ale, Redd’s Strawberry Ale and
NEW Redd’s Hard Iced Tea. As
a limited-edition pick, Redd’s
Hard Iced Tea adds a new
twist to hard iced tea. It’s
refreshing like an iced tea but
finishes crisp like an apple.
Redd’s family tree just keeps
growing and getting tastier!
Availability: Bottles in March
and cans in May
Samuel Adams
Rebel IPA 16 oz. Cans
This refreshing, flavorful IPA has the bright
citrus & grapefruit flavors, and subtle pine
notes that drinkers love in West Coast-style
IPAs. Currently available in 12 oz. bottles
and draught, Rebel IPA 16 oz. cans
will be available this spring. ABV: 6.5%
Availability: Year-round, beginning in April
Twisted Pink and
Strawberry Lemonades
Two new flavors have joined the Twisted
Lemonade lineup! Twisted Pink Lemonade
is made with real lemon juice to create a
fresh, lemon aroma, a natural pink color
and a taste that is sweet and citrusy.
Twisted Strawberry Lemonade combines
real fruit juice with
Twisted Lemonade to
create a light and
refreshing liquid with distinct but
subtle strawberry notes. Both end
with a dry finish just like homemade
lemonade. ABV: 5% Packages:
12 oz. bottles and 24 oz. cans
Availability: Now, year-round
Smuttynose Vunderbar Pilsner
This elegantly refreshing beer is created with German
malt and balanced with the spicy tang of Czech
Saaz hops. It is light in color with a moderate body
and low bitterness, offset by formidable dryhopping. ABV: 5.1% Packages: 12 oz. bottles and
draught Availability: Year-round, beginning in April
Illusive Traveler Shandy
This wheat ale is brewed with fresh
grapefruit and lemon peel. Illusive
Traveler will replace Tenacious Traveler
in the Traveler Beer Co. lineup.
ABV: 4.5% Package: 12 oz. bottles
only Availability: Year-round, beginning
in April
Smirnoff Ice Slim Cans
The Original
powerhouse flavor
within the Smirnoff
Ice portfolio is now
available in stylish,
12 oz. slim cans.
These cans will
expand occasions,
drive incremental
growth and offer
solutions to different
occasions where bottles may not be relevant. The new
12-pack carrier, designed with 3x4 dimensions, ensures
pack-out on shelves. Each panel of the pack contains
Smirnoff branding, flavor cues and features of the new
slim-line can. The new package can be displayed to
create “retail theater” and allow dimension flexibility to
fit your needs. Availability: March
TGI Fridays
Frozen Signature Mudslide
The newest flavor to join the TGI Fridays Signature
lineup of frozen cocktails is Mudslide! Available in
convenient 10 oz. pouches, the frozen cocktails
have authentic bartender taste and are packaged in
revolutionary, non-sticky pouches. This new flavor is
a winner by a mudslide! ABV: 5% Package: 10 oz.
pouches only Availability: Now, year-round
Cayman Jack 8 oz. Cans
Same great flavor in an exciting new 8 oz. can
package. Arguably the most refreshing margarita
in the world, Cayman Jack is handcrafted and
made with 100% blue agave nectar, real cane
sugar and organic lime juice. Try it over ice
in a salt-rimmed glass for the ultimate authentic
refreshment. These small cans will lead to
big profits. ABV: 5.8% Availability: Now,
year-round
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NewPRODUCTS
Mike’s Hard Lemonade
Gets a New Look
After 15 years of crafting amazing
flavors, Mike’s is getting a
makeover! The great-tasting liquid
will remain the same, but the look
will be bolder. What’s changed? The
bottle necks are longer, “Mike-isms”
have been added to the neck labels
and the body label graphics have
changed, with the lemon being more
prominent (big lemons get noticed!) The new, bold
branding will help Mike’s stand out on the shelves. Make
your store fresher than ever with the new look of Mike’s.
Availability: Now, year-round
Mike’s My Party Pack
Mike’s newest variety
pack contains updated
flavors and new, bold
package graphics. My
Party Pack includes:
Mike’s Hard Lemonade,
Mike’s Hard Black Cherry
Lemonade, Mike’s Hard Strawberry Lemonade and
Mike’s Hard Blood Orange. Variety is the spice of life.
Let the party begin! Availability: Now, year-round
Baxter Baxter Tarnation
California-Style Lager
Brewed in the style of the “steam” beers
born in 19th-century California and still
popular there today, Tarnation is Baxter
Brewing’s first lager. American crystal malts
provide light toast and caramel notes along
with a rich amber hue, while Munich malt supplies
Tarnation’s malty structure. The complex malt notes
balance the ample bitterness of American Northern
Brewer hops, the signature hop for this style, which also
contributes earthy aromatics with just a hint of mint. An
authentic, San Francisco lager yeast is used to ferment
this brew, yielding a clean, crisp and satisfying beer.
ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans and
draught Availability: Now, year-round
Allagash Saison
Allagash Saison is the brewery’s interpretation of a
classic Belgian farmhouse style. It is a golden-hued beer,
brewed with a 2-row blend, malted rye, oats and dark
Belgian candi sugar. It was hopped with Tettnang,
Bravo and Cascade hops and fermented with a
traditional saison yeast strain. This beer exhibits notes
of spice and tropical fruit in the aroma. Citrus and
peppery spice dominate the flavor and make way
for a pleasant malt character. This is a full-bodied
brew with a remarkably dry finish. ABV: 6.1%
Packages: 12 oz. bottles and draught Availability: Yearround, beginning in late March
Woodstock Outdoor Series
The Woodstock Inn Brewery is right smack in the middle
of one of North America’s largest play grounds, the
White Mountain National Forest. Folks can hike, bike,
camp, fish, boat, swim and ski within five minutes of
brewery. Because of this, the brewery wanted to offer a
portable package that can be taken places that bottles
cannot. From this idea, the Woodstock Outdoor Series
was born – a series of Woodstock Inn brews available
in cans throughout the year.
Woodstock Inn 4000 Footer IPA
4000 Footer IPA (or 4K as the locals call this
beer) is a big American IPA that is brimming
with four hop additions – Columbus, Amarillo,
Chinook and dry-hopped with Goldings. This
beer has a big malt bill that balances out the
hop bitterness. Brewed as a tribute to New
Hampshire’s numerous mountains that are over 4000 feet
tall, this beer loves to go hiking too. ABV: 6.8%
Packages: 12 oz. cans in addition to 12 oz. bottles and
draught Availability: Year-round, beginning in April
Woodstock Inn Summer Brew
Summer Brew is a light, pilsner-style ale that is
extremely crisp, crushable and pairs perfectly with
every outdoor activity. Summer Brew is loaded
with Saaz hops and pilsner malts that make this beer
extremely drinkable. ABV: 3.6% Packages: 12 oz. cans in
addition to 12 oz. bottles and draught Availability: April
Moat Mountain Iron Mike Pale Ale
Moat Mountain Brewing Company has completed their renovation and is now brewing at their new Intervale,
NH production barn brewery. After 14 years of brewing in the basement of their North Conway Smoke
House, this expansion will allow them to better service the NH market. In addition to more draught options
and inventory in general, Moat Mountain is in the process of rolling out a new line of 16 oz. cans. Following
the success of their hand-canned 24 oz. BIG Can line, they have installed an automated canning system at
the new facility. First up is Iron Mike Pale Ale… Fear No Beer! ABV: 5.6% Packages: 16 oz. cans in
addition to 24 oz. cans and draught Availability: April
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NewPRODUCTS
Clown Shoes
Clown Shoes? It’s a very long story, but to condense it, a group submitted the name
to a Beer Advocate contest. Their submission didn’t crack the top 5 and it burned them up inside. So, instead, they
decided to make their own Clown Shoes beer! In no way did they expect to create a brand, they thought it would be one
batch of beer for fun, but folks are digging the brews! Clowns are questionable, but the shoes make people laugh. They
remind us all to find humor in life. The mission of the Clown Shoes brewery is to produce beer without pretension while
being free and a little crazy. Clown Shoes is available nationally in 30 states, as well as internationally in Western Europe
and Australia, and they’ve been brewing their beers just down the road in Ipswich, Massachusetts since December 2009.
We are extremely excited to announce that their highly-regarded brews are now available in the Granite State!
Clown Shoes Muffin Top
Belgian Tripel IPA
Clown Shoes Undead Party
Crasher American Imperial Stout
Intense flavors, reminiscent of candied fruits,
mixed with American hops and sweet orange
peel create this unique take on a Belgian-style
IPA. ABV: 10% Package: 22 oz. bottles only
Availability: Now, year-round
This is the beer formerly known as Vampire Slayer, and
evil forces brought about a change in the name. It still
incorporates signature dark malts, holy water and
malt, smoked locally with hickory and ash.
ABV: 10% Package: 22 oz. bottles only
Availability: Now, year-round
Clown Shoes Brown Angel
Double Brown Ale
This is not your old school brown ale, but rather a sexy
American interpretation. Columbus and Amarillo hops
combine with multiple layers of smooth, delicious malt
with a delicate floral finish from a final layer of East
Kent Goldings. ABV: 7% Package: 22 oz. bottles only
Availability: Now, year-round
Clown Shoes Blaecorn Unidragon
Russian Imperial Stout
Brewed with a monstrous amount of malt and
combined with aggressive American hops, this beer
is powerful and complex and designed to age.
Smokiness is subtle but present and blends nicely
with the rich, dark flavors. ABV: 12.5% Package:
22 oz. bottles only Availability: Now, year-round
Clown Shoes Space Cake
Double IPA
With a few brain cells remaining, the brewery
managed to craft this double IPA, which is brewed
with Centennial hops and generously dry-hopped with
Mosaic. If you ever find yourself being chased by
alien cakes in outer space, this beer will help you pull
through. ABV: 9% Package: 22 oz. bottles only
Availability: Now, year-round
Clown Shoes
Chocolate Sombrero
Mexican Chocolate Stout
Roasted dark malts, extra chocolate malts, ancho chile,
cinnamon and vanilla extract combine to create the beer
version of a Mexican hot chocolate. ABV: 9% Packages:
22 oz. bottles and draught Availability: Now, year-round
Clown Shoes
Clementine White Ale
Light-bodied and crisp, this is a terrific white ale with
plenty of zest! Hazy in appearance and healthily
carbonated, Clementine utilizes Chambly yeast to
energetically shape its wheat malt base. Incorporated
in the brewing process is clementine, sweet orange
peel, a hint of coriander, and Summit hops. This beer
is dynamic and flavorful enough to satisfy discerning
craft beer palates, yet light enough to be counted
among “sessionable” beers. ABV: 6% Packages: 12 oz.
bottles and draught Availability: Now, year-round
Clown Shoes Galactica Double IPA
This double IPA is dry-hopped with Galaxy hops, creating
a floral aroma of tropical fruits against a clean malt
backbone. ABV: 8% Packages: 12 oz. bottles and
draught Availability: Now, Year-round
Clown Shoes Hoppy Feet Black IPA
80 IBU’s of Columbus and Amarillo hops balance a
dark malt backbone to create a memorable tasting
experience. ABV: 7% Package: 12 oz. bottles only
Availability: Now, year-round
Clown Shoes Tramp Stamp
Belgian IPA
Soft but complex malts, classic Belgian yeast, sweet
orange peel, and a hefty dose of Columbus,
Amarillo and Centennial hops combine to create a
bodacious Belgian-style IPA. ABV: 7% Package:
12 oz. bottles only Availability: Now, year-round
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SeasonalSELECTIONS
When Demand Exceeds Supply
Many of our craft seasonal and specialty releases are
available in limited quantities. Breweries only produce a
certain amount of their specialty beers and Amoskeag
does all they can to get as much product as possible. In
addition, this magazine 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
Amoskeag Beverages sales representative to discuss a
similar product.
Blue Moon Brewmaster’s
Summer Sampler Pack
This year’s Brewmaster’s
Summer Sampler Pack
includes the Blue Moon
seasonals, Summer Honey
Wheat and Agave Blonde Ale
in addition to the flagship,
Belgian White and their
Expressionist Collection beers,
Rounder Belgian-Style Pale and
Farmhouse Red Saison. With five varieties in this
artfully crafted 12-pack sampler, there is a beer for
everyone. Availability: April
Blue Moon
Summer Honey Wheat
Summer Honey Wheat is a wheat
ale crafted with clover honey and a
touch of orange peel. For this
celebrated summer seasonal,
brewmaster Keith Villa tasted over
20 different varieties of honey
before he found the right one. He
landed on clover honey for its
subtle sweetness and balanced
honey aroma. The subtle flavors of
clover honey and orange peel in this
beer pair well with grilled, marinated chicken and pork.
Just like their fans, Blue Moon is excited to have this
award-winning beer back for summer. ABV: 5.2%
Packages: 12 oz. bottles, 12 oz. cans and draught
Availability: April
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Coors Light
Summer Brew
Take “The World’s Most Refreshing
Beer,” add a blend of natural citrus
flavors and take refreshment to the
next level. Fresh and citrusy, this
beer has hints of both malt and fruit.
For a limited time, squeeze the most
out of your summer with a Coors
Light Summer Brew. ABV: 3.9%
Package: 10 oz. cans only Availability: May
Samuel Adams Porch Rocker
Perfect for any summer day, Samuel
Adams Porch Rocker was inspired by
traditional Bavarian Radlers that mix
beer with German-style lemonade. For
their bright and citrusy Radler, Sam
Adams blended a Helles beer with
lemon for a fresh-squeezed lemon
taste with effervescent sweetness and
a slightly tart, refreshing finish. A light
malt character and a hint of hops
balance out this satisfying summer
brew. ABV: 4.5% Packages: 12 oz. bottles and 12 oz.
cans Availability: May
Samuel Adams Summer Ale
With its hazy golden color and bright character, this
flavorful American wheat ale says
summer. The crisp citrus character of
Noble hops, wheat and lemon peel
combine with the subtle peppery spice
of Grains of Paradise for just the right
kick in this lively, flavorful and utterly
refreshing brew. ABV: 5.3%
Packages: 12 and 22 oz. bottles,
12 oz. cans and draught
Availability: Late March
Angry Orchard Elderflower
This cider has tropical notes from the
elderflower, balanced by a fresh,
bright, fruity flavor, reminiscent of
lychee, pears and citrus. This flower
complements the crisp apple flavor,
resulting in a balanced sweetness that
brings the fruit and flower together.
This is the perfect cider to enjoy in
the warm weather. ABV: 5%
Package: 12 oz. bottles only
Availability: April
SeasonalSELECTIONS
Sierra Nevada Summerfest
UFO Big Squeeze Shandy
Sierra Nevada’s crisp summer lager is
back again in 2014. This pilsner-style
beer is brewed in the original Czech
tradition. Crisp, golden, dry and
incredibly drinkable, Summerfest has a
delicate and complex malt flavor and a
spicy, floral hop character from the use
of traditional European hops. This is the
perfect warm weather beer. ABV: 5%
Packages: 12 oz. bottles, 12 oz. cans
and draught Availability: April
When Harpoon first started thinking of a
UFO summer seasonal, they hit the beach
and spent days “researching” every
combination of fresh fruit juice and beer
they could think of, until they discovered a
combination that made the decision easy.
Sweet with a hint of tartness, this grapefruit
shandy is perfect for all of your warm
weather adventures. ABV: 4.5% Packages:
12 oz. bottles and draught Availability:
March
Sierra Nevada
Hoptimum
Harpoon Fridge Full Mix
This May will see the 2014 release of
Hoptimum, Sierra Nevada’s whole-cone
hurricane of hop flavor. This massive,
double IPA pushes the extremes of hop
flavor. It is aggressively hopped, dryhopped AND torpedoed with exclusive
new hop varietals for ultra-intense and resinous hop
flavor and aroma. ABV: 10.4% Packages: 12 oz.
bottles and draught Availability: May
Sierra Nevada
Southern Hemisphere
Harvest Fresh Hop IPA
Back this spring as part of Sierra
Nevada’s expanded Harvest Series is the
perennial favorite, Southern Hemisphere
Harvest Fresh Hop IPA. Southern
Hemisphere is the southern counterpart
to the popular Northern Hemisphere
Harvest Ale featuring fresh hops that
are picked, dried and shipped from New
Zealand within seven days of the fields. This beer
showcases intriguing floral and herbal flavors and
aromas of New Zealand-grown Southern Cross, Pacifica
and Motueka hops. ABV: 6.7% Packages: 24 oz. bottles
and draught Availability: May
Is your fridge full of
Harpoon? The Harpoon
Fridge Full Mix will
guarantee that you’re
stocked with an assortment
of beers, perfect for the
spring/summer season. The
mix pack includes: Harpoon
IPA, Harpoon Summer Beer,
UFO White and the new UFO
Big Squeeze Shandy.
Availability: April
Harpoon Summer Beer
Summer Beer is Harpoon’s version of the traditional
German Kölsch-style ale. This light and refreshing beer
appears to resemble a lager rather than an ale. The
Kölsch style is a testimony to
the broad spectrum of
characteristics an ale can
produce, as well as the
brewer’s art. The body is
soft and delicate with a dry,
crisp finish. ABV: 4.8%
Packages: 12 oz. bottles,
12 oz. cans and draught
Availability: April
Saranac 12 Beers of Summer
After a long winter, Saranac is breaking out the most refreshing variety pack of the
year! Saranac 12 Beers of Summer is back with two brand new beers, Ginger Pale
Ale and Every Day IPA. Returning to the mix pack are the seasonal favorites Kölsch,
Wild Hop Pils, Jugglernaut (did someone say Pomegranate?) and Cloud Splitter.
Availability: April
www.amoskeagbeverages.com HeadyTimes v.7
9
SeasonalSELECTIONS
Narragansett
Summer Ale
Woodchuck Summer
Hard Cider
Narragansett Summer is a light session
ale made with 2-row pale malt and
citra hops. The malt flavor is smooth
and subtle, balanced by a crisp hop
bitterness. Aromas of citrus and
passion fruit are very evident, but
mild on the palate. This one is
perfect for warm weather drinking.
ABV: 4.2 % Packages: 16 oz.
cans and draught Availability:
April
Summer Cider is the perfect refreshment
on a warm, summer’s day. Exhibiting a
slight tartness, this cider begins with a
full, robust flavor followed by a rich taste
reminiscent of New England blueberries.
ABV: 5% Packages: 12 oz. bottles, 12 oz.
cans and draught Availability: April
Otter Creek
Brewmaster Mike Gerhart’s
Fresh Slice White IPA
Fresh Slice White IPA’s spicy, estery
flavor profile of Belgian yeast
meshes with fruity American hops
and the crisp, fresh citrus ripeness of
clementines. The beer is unfiltered
with a pretty orange hue due to a
heavy dose of wheat and flaked oats.
They’ve tipped the scales on this
White IPA recipe with a dose of
coriander and a hit of natural
clementine flavor. ABV: 5.4%
Packages: 12 oz. bottles and draught
Availability: April
Baxter Summer Swelter
Summer Swelter is light and refreshing, while still
keeping your taste buds interested. The malt base
features a hefty dose of wheat for a big, fluffy head and
a soft, round body, yet keeps the beer drinkable even
during the dog days of summer. The light malt character
is more than balanced by a blend of citrusy American
hops, giving Summer Swelter a crisp bitterness without
being overpowering. The hoppy citrus aroma
complements the ingredients that make this beer so
unique: lemon and lime peel, Kaffir lime leaves, and
lemongrass, all provide a subtle, yet unmistakable floral
nose and just a touch of bracing tartness. They’ve left
this beer unfiltered to protect the fresh citrus flavors.
ABV: 4.7% Packages: 12 oz. bottles, 12 oz. cans and
draught Availability: Late April
Smuttynose
Summer Weizen Ale
Light and tasty, yet full of flavor, this summer seasonal is
a unique mix of different beer styles. Brewed using a
classic German weizen-style malt bill, Summer Weizen is
lightly hopped and fermented with a Belgian Trappiststyle ale yeast, resulting in a delightfully tangy and
refreshing flavor that’s
complemented by a soft, floral
character that comes from the
addition of whole chamomile
flowers at the end of the boil.
Refreshing and approachable,
this beer is brewed for warm
weather enjoyment!
ABV: 5.3% Packages: 12 oz.
bottles and draught
Availability: May
10 HeadyTimes v.7 www.amoskeagbeverages.com
Brooklyn Summer Ale
This pale ale is brewed with premium
English barley malt which gives the
light-bodied, golden beer a fresh
bready flavor. German and
American hops lend a light, crisp
bitterness and a citrus/floral
aroma, resulting in a beer
with a very sunny disposition.
ABV: 5% Packages: 12 oz. cans
and draught Availability: April
Programs
Celebrate Cinco with Modelo Especial
Corona de Mayo
Summer’s First Fiesta
In 2014 Corona will continue to
own and celebrate Cinco de
Mayo. “Summer’s First Fiesta” will
be the “can’t miss party” that starts
the season of friends, food, fun,
sun and cerveza. Corona Extra
and Modelo Especial (combined)
delivered 82% of the import
growth during Cinco de Mayo last
year. With Cinco falling on a
Monday in 2014, on-premise
accounts can start their Cinco
celebrations sooner and have them
last longer by holding “Summer’s
First Fiesta” kickoff events and
activities throughout the weekend.
On-premise promotion ideas
include Coronita specials, Derby
Day, Karaoke de Mayo, Taco night
and a Cinco beach party. The offpremise will be provided with highimpact, Corona de Mayo
“Summer’s First Fiesta” elements
designed to trigger purchase.
This Cinco de Mayo, Modelo Especial invites you to celebrate
with friends at an authentic fiesta, rooted in the same high quality
as the liquid itself. The 2014 program includes all new POS and
merchandising materials for an even more successful year than
last. Over the past five years, Modelo Especial has grown 21.3
million cases, outpacing the industry, and continues to lead the
growth at Cinco! Accounts will be provided with all of the
tools to successfully elevate the “Real Flavor of the Fiesta”.
Saranac Explore Your Wild
This April through July, Saranac’s “Explore Your Wild” promotion
will ask off-premise consumers to send pictures (or upload them to
Facebook) of themselves enjoying Saranac “in the wild” for a
chance to win the grand prize of an Adirondack Getaway. Onpremise consumers will be asked to upload pictures of themselves
“gettin’ wild” to Facebook. The most “liked” photo will receive an all access
pass to the Saranac Concert Series. Whether consumers are “in the wild” or
“gettin’ wild” this summer, they’ll be exploring with some Saranac!
HarpoonFest 2014
On May 16th and 17th the brewery gates will be
flung wide for HarpoonFest, Harpoon’s annual summer
festival. HarpoonFest carries on the brewery’s tradition
of celebrating local beer, right at the source, with
fellow New Englanders. The 2014 HarpoonFest will
feature an extensive lineup of Harpoon’s Boston-brewed
beers, including the hoppy and beautifully balanced IPA,
the crisp and dry Summer Beer, and the refreshing,
subtly-spiced UFO White. HarpoonFest would not be
complete without a lineup of the city’s best up and coming
bands. For detailed information about HarpoonFest 2014, including
times, a band schedule and a beer lineup, visit the brewery’s website:
harpoonbrewery.com.
www.amoskeagbeverages.com HeadyTimes v.7 11
RetailEDGE
Building Your Brand Strategy
By George Latella
Professor of Food Marketing, Saint Joseph’s University Haub School of Business
In the last article, we began the discussion of
formulating your Brand Strategy with a discussion
of YOUR customer.
If you are an off-premise retailer, you sell brands. If
you an on-premise retailer you may sell brands or
create your own. Either way, you need to answer
the 5 W’s and H. Who, What, When, Where, Why
and How consumers buy and use beer on or offpremise. Once you identify your target customer
you need to understand how they view your brand.
Let’s begin with the “Core Values” of your brand.
• What is your business’ DNA or culture?
• What are the values that shape and form the
unique entity of your organization?
The first step of branding is articulating these values so
that your stakeholders fully understand and decide if they
will buy in. The core values speak louder than any
message.
Some potential core values are:
• Community, Innovation, Diversity, Trust, Irreverence,
Teamwork, Competitiveness
• Connection, Commitment, Fun, Simplicity, The
Golden Rule, Sense of Urgency
• Safety, Integrity, Quality, Fairness, Honesty, Growth,
Creativity, Nurturing
• Under promise-Over deliver, Value, Family,
Entertainment, Authenticity
Try to get 3 or 4 core values by asking and answering the
following questions.
• Which values are so important in your company
that if they disappeared, your company would
cease to exist as it is?
• Which values does your company consistently
adhere to in the face of all obstacles?
• Does the word “passionate” come to mind when
you look at a value and apply it to your company?
• Would your customers understand why you
selected these core values?
• Are these the values that you believe your company
can adhere to under stress and in the face of all
obstacles?
• Then ask yourself if your business is product or
people focused.
• Performance, Comfort, Health, Education, People,
Precision, Affordability
You also need to answer HOW you feel these values
apply to your business. This will help guide how you
position your brand and communicate this position with the
target market you are trying to attract.
• Knowledge, Technology, Customer Focus, Security,
Reliability, Pragmatism
In the next issue, we will continue this discussion and dive
deeper into your brand personality.
• Accountability, Responsiveness
Marketing is a race with no finish line!
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.
12 HeadyTimes v.7 www.amoskeagbeverages.com
The BeerGUY
5 Things Every Bartender Should Know About Serving Draught Beer
By Steve Hawk
There’s no question
that every beer
establishment
greatly appreciates
its craft beer
customers. They
are likely to be
your “regulars”
and most loyal patrons. But there’s a
huge challenge associated with these
customers, as well. They typically
have high expectations about the
beer they are served and they know
when it misses the mark. As I am
clearly (and proudly) among the
ranks of beer drinkers who fit this
category, I have compiled a few tips
that should help bartenders and
servers provide the best possible
experience for not just craft drinkers,
but all of their draught beer customers.
actually a science to
selecting the right
glass and it is best to
use the appropriate
style whenever
possible. The
reasoning behind
this is that the beer
begins to change as
soon as it leaves the
tap. The head that is
formed acts as a
trap for the volatiles
in the beer which
provide the taste
and smell. Since the shape of the
glass directly affects how prominent
the head is, choosing the right glass
makes a huge difference in the overall
experience. So how does a bartender
know which style to choose? Some
4. Don’t dip the tap faucet
into the beer
Bartenders may find this
surprising as some think
this step helps control
“foaming,” and is
therefore a good practice.
The fact is, dunking the
faucet into the beer forms
a coating on the faucet
and creates a prime
breeding ground for
bacteria. An alternate
way to control foam is to
open the faucet completely and let a
small splash of beer flow down the
drain before filling the glass. This step
will eliminate any warm beer in the
line, which is the factor that creates
the foam.
“…thank you to the bartenders who make the magic happen.”
1. Know the basics about the beer
you are serving
Given that both servers and
bartenders deal directly with bar
patrons, they have the responsibility to
be thoroughly knowledgeable about
every beer on tap. The more beer
varieties that are offered and the more
frequently the draught list changes, the
more difficult this task becomes. One
way that your front line staff can
become experts on the beers they
serve is to have them check the BJCP
(Beer Judge Certification Program)
style guideline for each beer. This
complete and authoritative description
of hundreds of styles of beer provides
all the information needed – from
alcohol content to flavor profile – all in
one convenient source.
2. Choose the appropriate glassware
The goblet. The pint glass. The snifter.
The tulip glass. And so many others.
While not every bar has the complete
assortment of glassware styles, there is
breweries make their own glassware,
which makes selecting the correct
glass simple. Otherwise, I suggest
consulting the BJCP style guideline for
this as well, or any of the larger
online beer community forums like
Beeradvocate and Ratebeer.
3. Make sure the glass is clean
This tip may seem obvious, however
there are some factors involved in a
clean glass which may not be readily
apparent and are therefore worth
noting. While it goes without saying
that glasses should be free of
noticeable debris and things like
lipstick, they should also be washed
clean of any residue from a previous
beer and from detergents or oils used
in the cleaning process. A “dirty”
glass will affect the beer in many
ways. When a glass is not fully
clean, the bubbles will appear to stick
to the glass. Also, an unclean glass
may inhibit the formation of the head,
and thus directly affect the smell and
flavor of the beer, as noted above.
5. Never use a chilled glass
This is an easy mistake to make and
fairly common, but there are actually
several problems associated with
using a chilled glass. First and
foremost, a frozen glass produces ice
crystals which can hinder foaming
during the filling process. Also, if the
beer is served at temperatures near
freezing, it can compromise the taste
experience because the drinker’s taste
buds are “numbed” to the flavor of
the beer. Additionally, frost is known
to pick up unwanted flavors in both
the freezer and through the air, which
also affects the taste of the beer.
Therefore, it is always best to serve
beer in room temperature or just
slightly chilled glassware.
I hope you find these tips useful and
that they help you keep your customers
happy, satisfied and coming back for
more. On behalf of the “regulars” of
all the great beer bars in our area,
thank you to the bartenders who make
the magic happen.
www.amoskeagbeverages.com HeadyTimes v.7 13
510 Hall Street
Bow, NH 03304-3105
Highland Mountain Bike Park
Highland Mountain Bike Park in Northfield is the world’s only
lift-accessed mountain, focused entirely on biking. Let’s just say
that biking is to Highland as skiing is to Vail. As a resort that
dedicates all their time and energy into providing a great
biking experience, Highland MBP has done an awesome job
of delivering on their promise. Mark Hayes bought Highland
Mountain, a defunct New Hampshire ski area, in 2003… and
the rest is history! The resort boasts an extensive downhill and
cross country mountain bike trail network, skill-building areas, a
9,100 square-foot indoor training facility and a 50’ x 50’ “Ayr
Bag” whose home is at the base of the world famous Claymore
Challenge Slopestyle Course. Highland offers lessons and
camps for all abilities and is home to the Ayr Academy, a week
long, overnight camp taught by the best in the business.
In addition to all of the
activities available at the
resort, the Highland
Mountain Café offers a
great selection of food and
beer for guests. Speaking of
beer, Amoskeag Beverages
was happy to team up with Highland MBP to throw their annual
closing-day bash, S’Ender, in November. Last year’s event
coincided with a full moon and the combination of lunar mania,
ice cold PBR, sunny skies, dry dirt and warm temps made for
an ideal closing day! Check out their website,
highlandmountainpark.com for details on their upcoming,
opening day – May 1, 2014.