Summer Issue - Origlio Beverage

Transcription

Summer 2016 | V.89
ORIGLIO BEVERAGE
Henry’s Hard Soda
Speaks to Fun-loving Gen-Xers
Retail Edge Seasonals The Beer Guy New Products Programs
ROB TOD OF ALLAGASH BREWING CO. | SUMMER SELECTIONS | CITRUS BEERS
Letter toTHE TRADE
An Explosion of Flavor is Fueling Sales
I
N 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 heatseeking 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.
“Check out this edition of Heady Times
for the best in flavor-driven adult
beverages. They are sure to ‘sweeten’
your summer sales.”
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.
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
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 Origlio
President
Heady Times is published five times a year, courtesy
of Origlio Beverage.
CoverSTORY
TV Commercials for Henry’s Hard Soda
Speak to Fun-loving Gen-Xers
H
ENRY’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 bestselling 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.”
Bryan Ferschinger, Senior Director of Brand Innovation for
MillerCoors
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.”
“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!
www.origlio.com HeadyTimes v.89
1
BrewerHIGHLIGHT
Rob Tod
Allagash Brewing Co.
I
N 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
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.”
2
HeadyTimes v.89 www.origlio.com
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.”
Off-PremiseSPOTLIGHT
Mr. Bottle Beverage
I
T’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.”
From Left to right, Greg McCabe, Mike Shelly, Jim McCabe and Joan Delbuono
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’…”
3
On-PremiseSPOTLIGHT
Molly Malloy’s
L
OCATED 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?
Jimmy, Teresa, Jimmy Jr. and Vinny Iovine with Chef Bobby Fisher
“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.”
4
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
NewPRODUCTS
Truly Spiked & Sparkling
New from The Boston Beer
Co., Truly Spiked & Sparkling
beverages are just 100
calories and 2 grams of
carbs per serving, glutenfree 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, grownup, 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:
Samuel Adams
Rebel Rouser Draught
Previously 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
Colima Lime
Some 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
Pomegranate
Pomegranates 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
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
Strongbow
Cherry Blossom
This 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
Grapefruit & Pomelo
Truly 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
5
NewPRODUCTS
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
Heavy Seas Pounder Pils
Made 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
Charlie Wells
Dry Hopped Lager
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
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 Cans
This 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
6
NewPRODUCTS
A 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!
Stone Brewing Co. and
Arrogant Bastard Brewing Cans
Arrogant Bastard Ale
This 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 IPA
The 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
Dock Street
Bohemian Pilsner Bottles
Previously 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
7
SeasonalSELECTIONS
When Demand Exceeds Supply
Many 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].
Shiner Strawberry Blonde
Brewed 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
Narragansett
Summertime Citra Ale
Extremely 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!
Sixpoint Puff
If 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
Sly Fox Grisette Summer Ale
Woodchuck Out on a Limb
June and Juice
June 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!
8
There’s nothing more refreshing in
the summer than Sly Fox Brewing
Company’s crisp and unique Belgianstyle 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!
SeasonalSELECTIONS
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
Evil Genius O’Doyle Rules
O’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
Allagash Fluxus 2016
Allagash 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
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 Wit
The 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
9
SeasonalSELECTIONS
Coronado 20th Anniversary
Imperial IPA
After 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%
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, lupulindrenched, 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
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
10 HeadyTimes v.89 www.origlio.com
Weyerbacher Jester’s Choice #5
The 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 #2
This 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
Straub Hefeweizen
This 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
SeasonalSELECTIONS
The Lost Abbey
10 Commandments
A 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 freshlyemptied 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
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%
Availability: August
Port Brewing
Santa’s Little Helper Bourbon
Barrel-aged Imperial Stout
Santa 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 Ale
This 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%
Availability: August
The Hop Concept:
Mosaic & Eureka IPA
Two 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 IPA
Lemon & 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%
Availability: Limited quantities in August
www.origlio.com HeadyTimes v.89 11
SeasonalSELECTIONS
Samuel 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 caskconditioned ale, gaining complexity
and depth from the wood. A bottleconditioned beer, Stingo is a flavorpacked 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 bottleconditioning.) ABV: 8-9% Package: 18.7 oz. “Victorian
Pints” only Availability: Limited quantities in August
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
Cape May Nitro IPA
This 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 Catch
Citrusy 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 IPA
A 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
SeasonalSELECTIONS
Dock Street A Dog Named Pierre
This 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
Abita Blueberry Wheat
Part 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%
Availability: June
Abita Seersucker Summer Pils
Seersucker 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
Great Lakes Lake Erie
Monster Imperial IPA
Issue 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
Harpoon Hibiscus Cider
Harpoon 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 2016
It 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%
Availability: June
Available Year-Round PERFECT FOR THE SEASON
Verdi Strawberry Sparkletini
Saison Dupont
Deliciously 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
The 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
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
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 Lager
There 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
Programs
Coors Light Football
For 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 alliancefocused 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.
Blue Moon Turns 21
To 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
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.
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 abovethe-line awareness media). This
activation will keep Heineken top of
mind all summer long.
Dos Equis Summer
Whether 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-stopshop in-store
that will increase
basket rings.
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.
Programs
Raise Summer with
Every Corona
Corona 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 Medal
Check 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 Forward
This 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.
Great Lakes
#SummerPour
Traveler Beer Co.
National Refreshment
Day Sweeps
Traveler 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.
From 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 Lakesbranded Coleman cooler will be
awarded weekly and one grand
prize winner will receive a GLBCbranded kayak at the conclusion
of the promotion. You must be
21 to enter!
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.
Programs
Love Beer. Love Life. All
Summer Long with Harpoon
Squeeze the Most Out of
Summer with UFO
Harpoon 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.
The 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!
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.
RetailEDGE
Corporate Social Responsibility
By George Latella
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:
•W
hether 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?
•D
o you know anything about the companies that supply
your products and services?
•W
hat are their company values? Do they align with
yours?
•D
o they have an ethical code of conduct that tells you
how they run their business?
•H
ow do they treat their employees, vendors,
communities?
•W
here 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.
•W
hat 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!
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.
The BeerGUY
When Life Hands You Lemons, Make a Great Beer!
By Steve Hawk
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 citrusflavored 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 fruitinfused 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.
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 Germanstyle pilsner.
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.
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.
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
21
®
3000 Meeting House Road
Philadelphia, 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.

Summer Issue - Origlio Beverage

Transcription

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