MillerCoors - Amoskeag Beverages

Holiday 2015 | V.14
AMOSKEAG BEVERAGES
KEVIN
DOYLE
SALES LEADER
M iller C oors
Retail Edge Seasonals The Beer Guy New Products Programs
BEER RECIPE | HOLIDAY SELECTIONS
| DON’T FORGET THE BABY BOOMERS
Letter toTHE TRADE
In This
ISSUE
Cover Story������������������������1
Brewer Highlight�����������������2
A
MOSKEAG HAS THE PRIVILEGE OF SELLING BEER BREWED BY SOME
of the best brewers in the country, and several of these breweries
are located right here in New England. With the craft beer segment
booming and the push to buy local, Amoskeag wanted to find a way to
support and showcase our fantastic lineup of craft breweries.
After some brainstorming with Derek Connelly, our Craft Beer Specialist, we
decided to adorn one of our delivery trucks with the logos of our New Englandbased breweries. We contracted Boston Impressions to design the state-of-theart decals which were applied to the delivery vehicle. Truck advertising provides
vigorous consumer engagement, and the large graphics create a spectacular
impact. It’s an effective way to market these brands. To date, we have received
positive feedback from consumers and suppliers alike.
We are reaching markets across the state as our drivers go about their daily
delivery routes. Craft brewers are a tight knit group of people, and they are
our comrades in the fight for the rise in awareness and availability of highquality beer… beer being brewed right in our own backyard.
We hope you have a safe and happy holiday season with your family &
friends. If you’re raising a glass this season, give one of our great-tasting
New England brews a try, you won’t be disappointed.
Cheers!
Ed Murphy
VP/General Manager
Harvest Market�������������������3
Tuscan Kitchen��������������������4
New Products���������������������5
Seasonal Selections�������������6
Programs������������������������ 11
Retail Edge���������������������� 16
The Beer Guy������������������� 17
CUSTOMER SURVEY
Tom Bullock
President
Kevin Emmons
VP/Marketing Director
Amoskeag Beverages strives to
provide exemplary sales, delivery
and support service to all of our
customers.
We are continually looking for ways
to grow and improve our company
to better serve you. Please provide
feedback by taking the quick
customer survey on our website,
AmoskeagBeverages.com during the
November 3rd – 30th timeframe.
You can find the link at the top right
of the home page.
Thank you in advance for your
feedback and continued support.
Heady Times is published four times a year, courtesy
of Amoskeag Beverages.
CoverSTORY
MillerCoors Sales Leader Kevin Doyle
Talks About Getting to Growth
The executive cites the launch of Henry’s Hard Soda as an example of his
company’s leadership position in the beer industry.
T
HERE’S BEEN A LOT GOING ON AT
MillerCoors lately. New leadership, the
acquisition of California craft brewery Saint
Archer, new agencies and the launch of Henry’s
Hard Soda in January. That’s just for starters.
In addition, MillerCoors has set its sights high with
a big ambition during these challenging times: To
grow total volume.
At the tip of the spear is MillerCoors’s new
President of Sales & Distribution Kevin Doyle. This
former chief customer officer is the quintessential
hands-on insider, known for his practical
perspective and ability to craft “solutions” that translate into increased
sales. His approach to business is captured by his four-word mantra –
simplify, prioritize, execute and accountability.
Heady Times dialed up Doyle at his Chicago office for a chat. This is
what he had to say.
Getting to Growth
“Gavin’s [Gavin Hattersley, newly minted CEO of MillerCoors] call for
growth is incredibly inspiring. And it’s the right ambition. It’s not going to
happen overnight, but we are working to make that happen. And it starts
with our portfolio. We’re going to win with American light lagers, win with
our craft brands, and win with new innovation.
When I talk to people who aren’t a part of the beer
industry about what’s going on in the marketplace, I
tell them that the combined sales of Coors Light and
Miller Lite are still three times larger than all of craft.
Most of them are naturally very surprised to hear
that. They know that craft has been taking share and
that is absolutely true, but the light beer category
is, and will always be relevant because there are so
many occasions when light beer is what people want
to drink. I am completely confident in saying that
American light lagers have forever staying power.
Speaking of Coors, Coors Banquet in the stubby
bottle is doing very well in both the on and offpremise. Consumers, young and old, are definitely
attracted to that beer’s authenticity.
As for craft, we’ve got the No. 1 craft brand in the
country with Blue Moon Belgian White, which just
turned 20 this year. Twenty years of growth – that’s
phenomenal! And Leinie’s created a shandy and
remains far and away the leader, even though more
and more competitors are coming out.
Redd’s Apple Ale is proof that we are
successful innovators. Year to date that
brand family is growing double digits. And
I’m really excited about launching Henry’s
Hard Soda in January. Our first two flavors
are ginger ale and orange. It’s only 4.2%
ABV and made with natural flavors and real
cane sugar. It will be sold alongside other
FMBs. This product should appeal to legal
drinking age millennials and other important
consumer groups, like Gen X men and
women who want something different, a bit
more sophisticated. We’ve had our eye on
the hard soda category for some time [Not
Your Father’s Root Beer is technically an
ale] and we are going to take the lead in
this new category.
We’ve got our sales teams focused on a
handful of priorities – doubling down on
chains, taking back the on-premise, winning
in independent c-stores & neighborhood
retail distributors and building revenue
management capabilities.
I believe we will get to growth but we’ve
got work to do. On-premise is a perfect
example. It’s hard because we’re
seeing accounts take off Blue
Moon or Coors Light or Miller
Lite on tap and replace them
with niche crafts that don’t turn.
I get crazy when a retailer tells
me that he doesn’t sell Blue
Moon anymore because it sells
too well. We’ve been able to
turn the tide by ‘Building with
Beer’, which shows a bar
owner how much money
they’re losing when they
take off one of our handles.
People love those beers
and they ask for them by
name – why take them off?
Sure, MillerCoors is making
changes, but I can tell you
what’s not going to change
and that is our drive to be
leaders in beer.”
www.amoskeagbeverages.com HeadyTimes v.14
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BrewerHIGHLIGHT
Mark Hellendrung
Narragansett Brewing Co.
R
ESURRECTING A BRAND THAT WAS ALL BUT
driven to extinction is very challenging, but quite
rewarding for Narragansett Brewing Company owner,
Mark Hellendrung. Heady Times was fortunate enough to
spend time with the Rhode Island native to discuss his
brewing success story.
The history of Narragansett Beer is a fascinating tale. This
local gem is New England’s oldest beer, first brewed in
1890. In its heyday, Narragansett Lager was the best selling
beer in New England. The company employed over 300
people, and Narragansett was the official beer of the Boston
Red Sox for three decades! Iconic sports announcer, Curt
Gowdy welcomed listeners to each Sox broadcast with, “Hi,
Neighbor. Have a ‘Gansett,” the brewery’s trademark slogan.
The beer began to lose ground in 1965, when Falstaff
Brewing Corp. bought the historic Rhode Island brewery.
Economic troubles struck and unfortunately, outdated
technology, poor management, and intense competition
crippled the company. Falstaff closed the original facility in
1983 and production was moved to Indiana, where a new
recipe was implemented. Things were not looking good for
ol’ Narragansett.
Fast forward to 2005…
Hellendrung, former President of Nantucket Nectars and lead
sales strategist at Magic Hat, acquired the rights to the brand
with investors, and sought out Bob Anderson, the master
brewer in charge when the Cranston R.I. brewery was closed.
Together, they recreated the original formula of the lager.
Hellendrung pursued an aggressive marketing campaign for
the brand, including a total package redesign, a targeted
public relations campaign, numerous promotional events
and a new brewery web site. These strategic efforts, coupled
with a grassroots push, have helped the beer steadily gain popularity
and broader distribution.
Innovative product developments like ‘Gansett mash-ups, (or
collaborations) with local companies like Del’s Lemonade, Allie’s Donuts
and Autocrat Coffee, have led to some truly unique offerings. Del’s
Shandy, Allie’s Double Chocolate Porter and Autocrat Coffee Milk Stout
were all big hits with drinkers searching for interesting flavors.
Hellendrung and his team are also working to share the interesting
history of the brand. “We are trying to bring history back to life in a
modern way,” says Hellendrung. The retro Narragansett “Jaws” can,
offered in the summer months, honors the classic 1975 shark-infested
thriller in which Captain Quint famously crushes the Narragansett
Lager can. The brewery’s newest offering, Big Mamie Indestructible
American Pale Ale, pays homage to the famous local battleship USS
Massachusetts (a.k.a. Big Mamie) and the 50th anniversary of Battleship
Cove. Big Mamie has the distinction of firing both the first and last U.S.
Navy shells in WWII. With this proud history in mind, the citizens of
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Massachusetts banded together in 1964 to
save the battleship from being scrapped by
raising thousands of dollars in her name.
Narragansett Beer helped lead the charge
for those fundraising efforts.
Although the new “old” Narragansett
is now being brewed in Rochester N.Y.,
Hellendrung’s goal is to move production
back to its original home in Rhode Island
in the very near future. In the meantime,
everyone is busy getting ready to celebrate
Narragansett’s 125th anniversary in late
December. Plans for huge end of the year
festivities is icing on the cake for this iconic
brewery with local connections. For more
information on Narragansett, visit them at
narragansettbeer.com
Off-PremiseSPOTLIGHT
Harvest Market
T
HE DAYS OF COMPLACENCY
are in the past for the
independent retailer.
Independent supermarkets must
constantly reinvent themselves to
survive the never-ending big box
expansion. Looking to stay ahead
of the curve in a competitive
marketplace, Harvest Market in
Bedford was transformed with a
complete renovation three years ago.
Associated Grocers of New England,
owners of Harvest Market, listened
to what their customers wanted
from a local store, based on surveys
and focus groups. One of the big
changes made was the creation of a
substantial craft beer section to meet
the demands of the growing category.
Ed Murphy, Harvest Market store manager
Heady Times sat down with Ed Murphy, store manager, to hear the
28-year veteran’s success story. “Being a local independent store, the
big guys all want to take a bite out of us,” says Murphy. “We knew our
customers wanted a more extensive beer selection, so we built a topnotch craft beer section that rivals any mega grocery chain or specialty
store.” The larger assortment now includes a 12-foot section of big
bottles or “bombers” as they are called in the industry. These larger
bottles, while very popular around the holidays, are typically purchased
by the more serious craft beer enthusiasts. Harvest Market also boasts
18 feet of shelving, dedicated to a variety of 6-packs from breweries near
and far. Within this category, a “make your own 6-pack” option is offered
to customers who want to try several different brands of beer. With over
400 SKUs, even the savviest beer guru will find what they’re looking for.
Any beer that’s offered in 4 or 6-packs is also available for purchase as
a single serve. This has proved to be very popular, giving customers the
ability to sample multiple beers. “The custom 6-packs are a great gift
idea, and with the holidays quickly approaching, we’ll make sure we have
all the newest offerings available,” Murphy adds.
In the store, a large emphasis is placed
on local New England favorites. This is
something that differentiates Harvest
Market from the larger chains. At the time
of the interview, displays of Smuttynose IPA
and Woodstock Inn Pigs Ear were stacked
neatly on the floor, while their canned beer
section boasted the latest offerings from
Great North Aleworks, Baxter and Sebago.
“Canned beer is becoming more and more
popular and we have quite a selection,”
says Murphy. Once used only for massproduced beer, the aluminum can is now a
favored package among craft drinkers, as
it protects the beer from oxygen and light,
and some say, the liquid tastes even better
in a can.
Harvest Market shoppers have a lot to
be happy about. In addition to the vast
selection of beer offered, the store’s
location on Route 101 is very convenient.
The space is bright, kept very clean and
the friendly staff is quite knowledge. The
store also includes a seafood department
that can’t be beat, a butcher shop offering
certified Angus meats, a specialty deli
with homemade salads and Boar’s Head
Premium products and large wine section.
Along with your traditional grocery items,
Harvest Market carries a large selection of
gluten free products, a postal center and a
florist, making it a one stop shop.
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On-PremiseSPOTLIGHT
Tuscan Kitchen
U
PON ENTERING TUSCAN KITCHEN, CUSTOMERS ARE WELCOMED
to a world of regional Italian cooking that celebrates the authentic
culinary traditions of Italy. Owner Joe Faro traveled extensively
throughout the country, studying its diverse culinary styles and regional
wines. He observed firsthand the respect that the culture has for
preparation and presentation of their food. After gaining this knowledge,
Faro opened Tuscan Kitchen in 2010 on Main Street in Salem.
The restaurant emulates a classic Tuscan villa with a modern twist. Deep,
rich woodwork and light stone accents are found throughout the space,
while an intoxicating aroma of Italian cuisine wafts through the air.
Heady Times sat down with Joe Comforti, General Manager/Wine
Director to get a behind-the- scenes look at this successful restaurant.
“I came out of early semi-retirement five years ago to work with Joe
Faro,” says Comforti. His business model – using the freshest and
simplest ingredients while providing unmatched service – enticed me to
join Tuscan Brands, which includes the restaurant, the market and the
catering business. There is a respect for tradition in the preparation and
presentation of food in Italian culture and we embrace that. At Tuscan
Kitchen, guests experience regional, artisanal Italian cuisine without
having to travel! It’s a simple approach to cooking that makes our
cuisine so enjoyable,” says Comforti. Fresh pasta, homemade breads,
the finest cuts of meat and locally caught fish make the vast, awardwinning menu appealing to many different palates. Guests are invited to
enjoy their meals in the open concept dining room, outdoor patio or in
one of their four private dining areas.
In addition to the delicious food menu, Tuscan offers an extensive wine
list and a varied beer selection that includes such favorites as Coors
Light and Harpoon as well as the Italian favorite, Peroni. When you
think of Italian food pairing, wine may be the first thing that comes to
mind; however, beer can complement the flavors of Italian food just as
well. Italian cuisine is all about using simple, fresh ingredients that pair
exceptionally well with crisp Italian lagers, like Peroni.
Those who wish to enjoy a taste of the Tuscan Kitchen at home can shop
at the Tuscan Market, which is adjacent to the restaurant. The 10,000
square-foot retail space offers artisanal breads, an Italian grocery, an
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Joe Comforti, GM/Wine Director of Tuscan Kitchen
in-house butchery, a plentiful wine and
beer selection and a 65-seat Trattoria with
an authentic gelato machine offering 24
flavors. Folks can also shop for delectable
marketplace items online.
Tuscan Brands is a very busy and
successful organization, but they make
time to support several local charities.
“Every Veteran’s Day we host and feed
1500 Salem area veterans,” Comforti says
proudly. “We go all out to honor our heroes
with an amazing meal and a voucher to use
at the Tuscan Market.” Also dear to their
hearts is the Lazarus House which helps
individuals living in poverty, regain their
dignity and become self-sufficient members
of the community. Each year, the Tuscan
Kitchen and Market holds Toscana Fest
which features traditional Italian cuisine
alongside live music and bocce on the
property’s picturesque tournament-worthy
courts as well as autumnal favorites like
pumpkin carving, hay rides, face-painting,
carnival games, and more with all proceeds
donated to the Lazarus House.
NewPRODUCTS
Shiner Wicked Ram IPA
Angry Orchard Stone Dry
Shiner’s first IPA starts with 2-row, caramel and
wheat malts which give a rich color and full
body, while Bravo, Centennial and Crystal hops
provide a balanced hop profile. Wicked Ram
is dry-hopped to capture the full essence of
the hops. ABV: 6% Packages: 12 oz. bottles
Availability: November
Angry Orchard has added a new cider to
their year-round lineup! Their driest cider yet,
Stone Dry is an American interpretation
of the traditional English dry cider style. It
offers a bright apple aroma, juicy flavor and
a clean, dry finish, showcasing an intricate
balance between the sweetness and acidity of
culinary apples and the tannins of traditional
cider making apples. The traditional apples
chosen by the cider makers are European
bittersweet varieties like Dabinett, Binet
Rouge and Harry Masters Jersey which
contribute to the high tannic character
and dry finish. The result is a
refreshing, slightly puckering cider.
ABV: 5.5% Package: 12 oz. bottles
only, draught to follow in January
Availability: Now, year-round
Woodchuck
Cluster Chuck
Rebrand
The Cluster Chuck Variety
Pack is getting an updated
look! The new package will
feature Woodchuck Amber,
Gumption, Chuck’s Choice
and the current Woodchuck
seasonal. The coolest part of the new variety pack is
that it includes two peek-a-boo windows that will feature
the two rotating styles!
Mike’s Hard Cranberry
Passionfruit Lemonade
Replacing Mike’s Hard Cranberry
Lemonade in the Mike’s Hard yearround lineup is Mike’s Hard Cranberry
Passionfruit Lemonade! The new
flavor has a fragrant, fruity aroma with
a sweet and tangy flavor. ABV: 5%
Packages: 11.2 oz. and 24 oz. bottles
Availability: Now, year-round
Coney Island
Hard Root Beer Draught
Coney Island Hard Root Beer, previously
available in cans and bottles only, is now available
in draught! A new twist on an old favorite with
hints of vanilla, licorice and birch, this root beer
will bring you back to the boardwalk. ABV: 5.8%
Availability: Now!
Guinness
The 1798 Extra Double Stout
When the rest of the world
was brewing ales, Arthur
Guinness made the brave
and momentous decision to
switch and focus entirely on
dark styles of beer; porters
and stouts. To facilitate his
expanding export trade to
the rest of the world, Arthur
commissioned the first of
several large wooden storage
vats at the site of the St.
James Gate Brewery in 1798.
It was here where the brewers
would mature their ‘Foreign
Export Stout’ for up to 18
months before export overseas.
A classic recipe from the past, re-invented for today,
Guinness The 1798 adds a truly unique beer experience
to your sophisticated drinking occasion. This extra
double stout pays tribute to the original Old Vat House
built in 1798. Deep and rich, this complex stout uses
100% Irish malt, some crystal malt to give a distinct
caramel and chocolate smoothness on the palate, and
of course, the world famous Guinness home-roasted
barley. The sweetness is complemented with Challenger
hops for a balanced bite. This luxurious brew is then
finished over the original French oak wood of Old Vat
House #1 from 1798, to bring out a uniquely subtle,
smoky character that is steeped in history. ABV: 9%
Package: 25 oz. bottles only Availability: Limited
quantities in November
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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.
Mike’s Hard Glacier Berry
This flavorful offering from Mike’s includes
notes of blackberry, black current, raspberry,
blueberry, tart cherry and strawberry. A subtle
berry aroma leads to a tart berry taste with
a slight candy note. The finish is refreshingly
clean with a lingering hint of sweetness.
Enjoy Mike’s Hard Glacier Berry with a
crisp salad, lightly dressed with raspberry
vinaigrette or a custard dessert topped with
fresh berries. ABV: 5% Package: 11.2 oz.
bottles only Availability: Now
Mike’s Harder Mean Green Apple
Mike’s Harder Mean Green Apple has a
refreshingly bold green apple flavor with a light
alcohol bite. While some other apple products
take a more ‘ale-like’ approach, Mean Green
Apple delivers an appealing, tart and sweet
apple flavor. Light yellow/green in color with an
aroma of tart apple and some sweetness, Mean
Green Apple has a Granny Smith apple flavor that
is immediately apparent, with a finish that is clean with
a hint of apple. ABV: 8% Package: 16 oz. cans only
Availability: December
Blue Moon
Winter Brewmaster’s
Seasonal Sampler
Enjoy the flavors of the
season in the Blue Moon
Winter Sampler. This year’s
variety includes: Blue
Moon Belgian White
Belgian-Style Wheat Ale,
Cinnamon Horchata Ale,
Gingerbread Spiced Ale and the
new Cappuccino Oatmeal Stout. Available
only in the variety pack, Cappuccino Oatmeal Stout
is a creamy, full-bodied stout, aged with decaf coffee
and cocoa powder. The strong roasted coffee notes
are balanced by the addition of Belgian dark candy
sugar for a subtle sweetness. Oats and rice give the
beer a nice coffee-with-cream appearance and taste.
Availability: Now!
Blue Moon
Gingerbread Spiced Ale
Blue Moon Gingerbread Spiced
Ale is only around for the holiday
season, so grab some while you
can! With ginger, cinnamon,
molasses and hints of nutmeg and
allspice, this holiday wonder is a
taste that’s right out of
the oven. The notes
of ginger in this beer
pair well with dishes
like ginger chicken or
ginger carrot soup,
curry chicken, goat
cheese and desserts made
with ginger, cinnamon or chocolate.
ABV: 5.9% Packages: 12 oz. bottles
and draught Availability: Now!
Shiner Holiday Cheer
Brewed with Texas peaches
and pecans, this Old Worldstyle dunkelweizen practically
unwraps itself. Caramelized
malts give this holiday beer
a uniquely rich malt body
that’s perfect for the season.
ABV: 5.4% Packages: 12 oz.
bottles, 12 oz. cans and
draught Availability: Now!
Cans designed by graffiti artist RiskRock
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SeasonalSELECTIONS
Samuel Adams Winter Lager
This dark wheat bock beer is subtly
spiced with fresh-ground cinnamon,
along with ginger and orange peel for
a deep, smooth flavor and malty finish
that will warm you on a cold winter’s
night. ABV: 5.6% Packages: 12 oz.
bottles, 12 oz. cans and draught
Availability: Now!
Samuel Adams White Christmas
As crisp as the first snowfall of the year,
this unfiltered white ale is blended with
holiday spices including cinnamon,
nutmeg and orange peel. The familiar
citrus and wheat characters of the
ale are complemented by the warmth
of the spices for a festive brew that’s
perfect for the season. ABV: 5.8%
Package: 12 oz. bottles only
Availability: Now!
Samuel Adams Merry Maker
This rich, dark gingerbread stout entices with
the aromas of the holidays. The flavor of
gingerbread comes alive, beginning with the
smooth sweetness and heartiness of dark
roasted malts and a touch of wheat. But it’s
the intensity and spices of cinnamon, clove,
nutmeg and ginger that add a wicked
kick for a jolly playful brew full of
merry mischief. ABV: 9% Packages: 22 oz.
bottles and draught Availability: Limited
quantities in November
Samuel Adams Winter Classics
The Winter Classics variety pack delivers on the holiday
flavors to complement the many different holiday
activities you have going on! Styles included in the mix
are: Boston Lager, full-flavored with a balance of
malty sweetness contrasted by hop spiciness and
a smooth finish, Winter Lager, festive and spicy with
orange peel, ginger and fresh-ground cinnamon; Old
Fezziwig Ale, bursting with flavors of the season from
traditional holiday spices to sweet toffee and caramel
malt notes; Chocolate Bock, smooth, rich and dark
with a robust flavor and creamy
flavor of chocolate; Holiday
Porter, rich, dark, and roasty
with flaked oats and a
silky finish, Sparkling
Ale, golden and bubbly with
a slightly floral aroma and dry
finish. Availability: Now!
Samuel Adams
Rebel Grapefruit IPA
Rebel Grapefruit IPA is brewed with real
grapefruit for an added punch of citrusy
goodness that amplifies the tropical fruit
and citrus notes from the hops. A hint of
juiciness rounds out the bitterness and brings
a refreshing finish to this bold, bright, thirstquenching IPA. ABV: 6.3%
Package: Draught only
Availability: Now!
Curious Traveler Jolly Traveler
Jolly Traveler is a cheerful winter
beer inspired by the senses of
the season. A wheat beer made
with real orange, pomegranate
and holiday spices, this Traveler
is a refreshing libation for
the season of festivity – jolly,
merry and bright. ABV: 4.4%
Packages: 12 oz. bottles and
draught Availability: Now!
Narragansett
Big Mamie Indestructible
American Pale Ale
The USS Massachusetts (a.k.a. Big Mamie)
has the distinction of firing both the first
and last U.S. Navy shells in WWII.
With this proud history in mind, the
citizens of Massachusetts banded together
in 1964 to save the battleship from being
scrapped by raising thousands of dollars in
her name. Narragansett Beer helped lead
the charge for those fundraising efforts. On
June 12, 1965, Big Mamie made a final triumphant
return to the Fall River Waterfront. More than 500,000
people lined the shores of Narragansett Bay and
the Taunton River to welcome their ship home. Over
the past half century, she has been joined by several
other vessels to form the largest collection of historic
naval ships in the world – America’s Fleet Museum at
Battleship Cove. To celebrate this accomplishment,
Narragansett has created Big Mamie Indestructible
American Pale Ale. It’s a flavorful, easy-drinking
pale ale, as solid and reliable as its namesake.
ABV: 4.4% Packages: 16 oz. cans and draught
Availability: November
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SeasonalSELECTIONS
Harpoon Winter Warmer
Returning for its 27th year, Harpoon Winter
Warmer continues to be a favorite winter
tradition. Harpoon brewed this latest version
of their classic winter seasonal to be
more malty and robust. The characteristic
cinnamon and nutmeg come through in the
aroma, but are subtle on the palate. This
full-bodied spiced ale yields a rich chestnut
color. Whether enjoying a pint with friends
in a cozy pub or serving it at a large family
get-together, this spiced ale adds to every winter
occasion. ABV: 5.9% Packages: 12 oz. bottles,
12 oz. cans and draught Availability: Now!
Saranac
12 Beers of Winter
Saranac’s winter variety pack is chock full of
seasonal and year-round favorites including:
the new, West End Winter IPA, Legacy
IPA, 4059’ Porter and Season’s Best
Winter Lager. Availability: November
UFO Gingerland
Cinnamon, clove and ginger combine with
an unfiltered wheat beer in this deliciously
spiced gingerbread-inspired beer. ABV: 5.2%
Packages: 12 oz. bottles and draught
Availability: Now!
Allagash Interlude
‘Tis the season to be Snowed In! We
all have fond memories of a snow
day – the “no school” announcement
on TV, the coziness of home while the
snow falls and the sparkling winter
wonderland afterward. It’s not quite
the same as an adult, but being snowed in
today is still pretty fun. Harpoon assembled a mix of
four great beers with snow days in mind, though they will
make any winter occasion special. The Harpoon Snowed
In mix pack includes: Harpoon IPA, the copper-colored
ale with a medium body and a balanced hop character;
Harpoon Winter Warmer, a true holiday favorite brewed
with cinnamon and nutmeg spices; UFO White, a
refreshing ale spiced with orange peel & coriander and
UFO Gingerland, an unfiltered gingerbread-inspired ale.
Let it snow! Availability: November
First brewed in 2005, Interlude was the first wild
beer ever brewed by Allagash. Two yeast strains
were used to create this unique Belgian-style
ale. The first, a saison yeast, establishes the
flavor foundations of a classic Belgian-style ale.
The second, a house strain of Brettanomyces
yeast, contributes a myriad of flavors including
pear, apricot, graham cracker, and bread
crust. A portion of Interlude is aged in red
wine barrels, which imparts a distinctive
vinous, plum character and a drying,
almost tannic finish. This flavor profile
also makes Interlude a perfect holiday
beer. It pairs well with everything on a
Thanksgiving table. To commemorate
their first decade of brewing wild and sour
beers, Allagash Brewing Company is releasing
a special, limited edition 1.5L Magnums
of Interlude. ABV: 10% Packages: 25 oz.
bottles as well as very limited quantities
of commemorative 1.5L magnum bottles
Availability: November
Woodchuck Winter Chill
Oak Aged Apple
Woodchuck Private Reserve
Barrel Select
Harpoon Snowed In
The chill of winter sends some running for
the mountains, while others prefer to stay
cozy in the comfort of the great indoors.
Whichever way you enjoy winter, this cider is
built to get you through. Aged in premium
French and traditional American oak, Winter
Chill brings a rich depth of apple flavor
with hints of vanilla and oak throughout.
ABV: 5% Package: 12 oz. bottles only
Availability: November
8
HeadyTimes v.14 www.amoskeagbeverages.com
Private Reserve Barrel Select is aged in small
batches to bring out balanced hints of bourbon over
a crisp apple backdrop. The cider is aged for six
months in genuine white oak Kentucky bourbon
barrels. The barrels impart a copper hue on the
cider as well as gentle notes of oak, vanilla and
whiskey. This truly rare cider proves that patience
is indeed a virtue. ABV: 5.5% Package: 12 oz.
bottles only Availability: Now!
SeasonalSELECTIONS
Sierra Nevada Celebration Ale
Baxter Phantom Punch
Each year, debates rage about the brewery’s choice
of spices for this holiday beer. In reality, the unique
spiced flavors of juniper and citrus rind come from the
dry-hopping with a blend of fresh whole-cone hops.
Celebration Ale is also a versatile food beer, pairing
with many of the traditional holiday staples. Its full,
creamy body, and clean, moderately bitter finish work
well to cut through the rich flavors of turkey and
sage stuffing, roasted honey ham,
standing rib of beef and succulent
Christmas gravy. This year, Celebration
features updated packaging and
artwork that retains the familiar look
and feel of this holiday classic, but
highlights the hop-forward flavor of
this highly anticipated beer. ABV: 6.8%
Packages: 12 oz. bottles and draught
Availability: Now!
In 1965 in Baxter’s hometown
of Lewiston, Maine, Muhammad
Ali won the world heavyweight
boxing title by knocking out Sonny
Liston with a blow that some
considered a “Phantom Punch.”
To honor the fighters and our
city’s history, Baxter has named
its winter stout in celebration of this event. Phantom
Punch is a Foreign Extra Stout. Its deep black hue and
rich tan head complement the full, but not overly heavy,
body. Roasted and toasted malts dominate the flavor,
with hints of caramel and strong notes of chocolate.
Roasted cocoa nibs reinforce the malty chocolate,
while real vanilla beans suggest a touch of sweetness
without weighing down the brew. Lastly, Phantom Punch
has just enough British hops to balance the stout’s
maltiness, but this is Baxter’s least hoppy beer to
date. ABV: 6.8% Packages: 12 oz. cans and draught
Availability: November
Sierra Nevada Snow Pack
Seasonal Sampler
When the winter winds begin to howl, hunker down with
good people and great beer to ride out the storm. Snow
Pack makes the mercury rise with a spectrum of beer
flavors from bright, bracing hops
to smooth, roasted
malts and rich coffee.
This mix pack features
two classic ales and
two all-new selections:
Sierra Nevada
Pale Ale, Torpedo
Extra IPA, Coffee
Stout and Snow Wit.
Availability: Now!
Sierra Nevada
Harvest Wild Hop IPA:
Neomexicanus Varietal
Sierra Nevada’s search for rare and exciting hop
flavors led them to rogue hop heads in the
American West who stumbled upon and shared
with them a bizarre, wild hop whose cones
have multiple heads. The fifth in Sierra’s fivebottle Harvest series features Neomexicanus,
a peculiar hop whose mellow citrus character
gives way to lush notes of melon and apricot.
This IPA caps off the brewery’s 2015 series
that explored diverse hopping methods:
single hop, fresh hop, wet hop, and wild hop.
ABV: 6.5% Packages: 24 oz. bottles and draught
Availability: November
Bootleg Fireworks Double IPA
The first edition of Bootleg was too good to leave
it at that! For this second edition, Baxter Brewing
combined Millennium, Citra, Mosaic, Sorachi Ace,
Galaxy, Ella and Summer Hops. Expect a dry, but
light-bodied, big beer taste that is intentionally not
well-balanced. This brew is unfiltered with a malt
profile that is purposely light, leaving a booming
hoppy haze. ABV: 9% Packages: 16 oz. cans and
draught Availability: Early January
Woodstock Inn Frosty Goggles
This red pale ale offers the smoothness of
an amber ale, with a hoppy citrusy nose.
Perfect for after a long day on the mountain
carving turns and guaranteed to warm you
up! ABV: 5% Packages: 12 oz. cans and
draught Availability: November
Woodstock Inn
Wassail Ale
An English strong ale, Wassail
Ale is a big, malty, red ale with
a strong malt backbone teaming
with some hop assertiveness.
This deliciously balanced brew
is essential for those cold,
New Hampshire nights and
holiday celebrations. ABV: 7.9%
Packages: 12 and 22 oz.
bottles Availability: November
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9
SeasonalSELECTIONS
Sebago Slick Nick Long Winter Ale
Magic Hat Snow Roller
Slick Nick is Sebago Brewing’s most popular
seasonal beer. The deep amber color is created
by the artful use of caramel and black malts.
This delicious beer is best enjoyed during New
England’s freezing winter months, so warm up with
one of Maine’s best winter offerings. This robust
ale is dedicated to the hearty souls who call
summer the “off season”. ABV: 7.2% Packages: 12 oz.
cans and draught Availability: November
Snow Roller Hoppy Brown Ale rolls in
like the winter wind. Winter calls for
walls of white and the Snow Roller
begins his work. Riding in on wicked
winds, he dusts the naked trees and
covers the brown barren fields that
gasp a bitter breath at the touch of snow.
No place is left free of flurry by his icy surf,
save for those gathered together in good spirits. Bundle
up and let the Snow Roller take your soul for a roll.
Snow Roller rides a brisk hop wind that blows a bold
bitterness across malt flavors of caramel and toasted
biscuit. ABV: 6.2% Packages: 12 oz. bottles and
draught Availability: Now!
Sebago Whistle Punk Double IPA
Whistle Punk is as bitter as a one-armed
lumberjack. Expect a huge hop punch and an
aromatic blast. Knock it down fresh or give
it to someone who will. Big juicy American
hops burst from this Double IPA. Whistle Punk
has an abundance of tropical fruit, citrus
and pine aroma from the great hop blend.
ABV: 8.2% Packages: 16 oz. cans and draught
Availability: Mid-December
Cisco Winter Shredder
Winter Shredder is a great apresslopes, fireside chat, soul warming
offering for the cooler months.
Ginger, nutmeg and other holiday
spices join a plethora of malts to
balance out this easy drinking winter
warmer. ABV: 8.5% Package: 12 oz.
bottles only Availability: November
Smuttynose Winter Ale
Smuttynose Winter Ale returns just in
time for what looks to be a heavy duty
winter. This riff on a Belgian abbey
dubbel is full of dark fruit flavors and
a touch of brown sugar sweetness,
making it perfect for after skiing,
shoveling or during hibernation. Did we
mention it’s spice-free? ABV: 5.8%
Packages: 12 oz. bottles and draught
Availability: Now!
Stone Xocoveza
A creative take on Mexican
hot chocolate, this sweet and
roasty milk stout is infused
with coffee, vanilla, cocoa,
peppers, cinnamon and nutmeg.
ABV: 8.1% Packages: 12 oz.
bottles and draught
Availability: November
10 HeadyTimes v.14 www.amoskeagbeverages.com
Magic Hat Winterland
Variety Pack
Winterland Variety pack has
everything you need during the long,
cold winter. Nothing satisfies quite
like slinging back a cold one. And
whether you like your beer light or dark,
you can’t deny that a good brew will warm you up on a
chilly night. So celebrate the season with one of these
delicious beers. Inside you’ll find Magic Hat #9, Snow
Roller, Vinyl and Winter Mingle. Availability: Now!
Switchback Dooley’s
Belated Porter
Switchback has put its own unique
stamp on the porter style, creating
a bold and full-flavored porter with a
balanced smoothness to the finish for
which Switchback beers are known. A
unique blend of roasted malt, caramel
malts and flaked barley are used to
create the luscious malt signature,
and the very non-traditional use of Simcoe hops as the
only hop variety for both bittering and aroma, is used to
delicately balance the overall flavor profile. The result is
an eminently satisfying brew that will leave you wanting
another. ABV: 5.7% Packages: 22 oz. bottles
and draught Availability: November
2015 Double Bastard Ale
Double Bastard Ale is not to be wasted on the
tentative or weak. Only the worthy are invited,
and then only at your own risk. An American
strong ale, this is one lacerative muther
of an ale. ABV: 11% Packages: 22 oz.
bottles and draught Availability: Now, in
limited quantities
Programs
Miller Lite
Official Corporate
Sponsor of the
Boston Celtics
When it comes to hanging
championship banners, the
Celtics are the cream of the
crop. No organization has won
more titles than the 17-time
World Champion Boston Celtics.
So, it’s only fitting that a
champion of a beer, Miller Lite
is an official corporate sponsor
of this iconic NBA team. The
Celtics tradition of winning
championships has stood the
test of time…cheers to the
Boston Celtics and Miller Lite a
winning combination!
Amoskeag Beverages & BME Launch Charity
Calendar Just In Time For The Holidays!
BME (Beverage Marketing Events), Amoskeag Beverages’ promotional
company, has put together a 2016 calendar featuring their amazing staff.
This one-of-a-kind calendar includes beautiful photos taken at various New
Hampshire locations. They are available for sale for $15 at Amoskeag
Beverages (through your sales representative) and at local promotions.
All proceeds of the calendar will be donated to the Boys & Girls Club of
Manchester, the NH Food Bank and the VAMC Manchester. Please support
these local charities by purchasing a calendar – they make great holiday gifts!
Coors Light and
Molson: Official
Beer Sponsors
of the 2016
Bridgestone NHL
Winter Classic
The NHL announced that
the 2016 Bridgestone NHL
Winter Classic will feature
the Bruins and Canadiens at
Gillette Stadium in Foxborough,
Massachusetts on New Year’s
Day, with official beer sponsors,
Coors Light and Molson.
“After more than nine decades
and over 900 regular-season or
playoff games between these
great rivals, the Boston Bruins
and Montreal Canadiens will add
to the legend of their competition
in a unique way,” National Hockey
League Commissioner Gary
Bettman said. “We couldn’t be
happier that our third Bridgestone
NHL Winter Classic between
the ‘Original Six’ teams will take
place at Gillette Stadium, home
of the Super Bowl champion New
England Patriots.”
www.amoskeagbeverages.com HeadyTimes v.14 11
Programs
Spread The Cheers
with the Coors Family
of Brands
This November and December, the
Coors family of brands is the way
to bring refreshment to holiday
occasions. New this year, Coors
is offering consumers a chance to
order a Coors bier mug when they
purchase two Coors family 12-packs.
The bier mug pays homage to the
brewery with a beautiful Rocky
Mountain winter scene. On-premise,
Coors will provide consumers with a
keyword that they can send via text
to receive a virtual mistletoe meme
instantly on their phones.
Celebrate the
Holidays with
Blue Moon
Adding a new twist to the holiday
season, Blue Moon will inspire
consumers to bring something unique
to their holiday table – a twist on
familiar recipes featuring Blue Moon
ingredients and flavors. The brewery
has partnered with McCormick
Gourmet to encourage people to
bring something unexpected to the
table and pair it with a Blue Moon
beer via a digital recipe hub on the
Blue Moon website. On-premise,
Blue Moon’s ‘Paint the Ornament’
promotion will give consumers the
opportunity to customize their own
ornaments, filled and scented with
ingredients from Blue Moon.
12 HeadyTimes v.14 www.amoskeagbeverages.com
Programs
Make Your
Tradition
Especial
In 2015, Modelo Especial
will celebrate the holidays
with a new, refreshed
suite of POS materials
that are sure to connect
with consumers, driving
awareness, generating trial
and purchase. “Make Your
Tradition Especial” reflects
on the holiday season as a
time to celebrate with family
and friends – to honor old
traditions and make new
ones. With its premium
quality packaging and gold
foil, Modelo Especial is the
perfect touch for celebrating
what really matters this
holiday season.
Corona
Feliz Navidad
In 2015, Corona is launching
a new festive look for
the iconic ‘Feliz Navidad’
campaign. With fresh
photography that brings the
beach celebration and social
nature of the holiday front and
center, materials will recruit
new consumers (friends and
family alike) to embrace,
share and celebrate the
carefree spirit of the holidays
with Corona. Corona will also
be running an Oh Tannen
“palm” television commercial
leading into Thanksgiving and
Christmas for the 17th year
in a row, with over
75 million targeted
impressions across
English and Spanish
language TV.
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Programs
Treat Yourself to a Harpoon Apple Pie!
Looking for a unique offering to bring to
your next holiday gathering? Bring
a Harpoon Apple Pie! It’s easy,
delicious, and the best part –
no baking is necessary! Just
add ½ bottle of Harpoon’s
all-natural Hard Cider to ½
bottle of Harpoon’s seasonal
favorite, Winter Warmer in a
glass and enjoy. Harpoon Cider
is made from a blend of apples
and Harpoon’s proprietary yeast – no
sweeteners, sugars or preservatives – pure and natural. Mixed with
the cinnamon and nutmeg-spiced flavor of Harpoon Winter Warmer,
the Harpoon Apple Pie is a unique holiday treat.
14 HeadyTimes v.14 www.amoskeagbeverages.com
12th Annual
Harpoon Helps
Spread Holiday
Cheer!
This December, Harpoon’s
community service program,
Harpoon Helps, will be
spreading holiday cheer
throughout the East Coast
with the 12th Annual Harpoon
Helps Spread Holiday Cheer
event. Approximately 600
volunteers (a.k.a. “Harpoon
Helpers”) will adorn 42
shelters, soup kitchens,
and play spaces in cities
with holiday decorations:
Christmas trees, lights,
strands of garland, and
wreaths. Harpoon Helps
volunteers will decorate
locations in Manchester!
Programs
Samuel Adams Ugly Sweater Run:
December 12th in Boston
Rummage up the ugliest sweaters you can find and
celebrate the holidays by participating in the best 5k of
the year! On Saturday December 12th join thousands of
runners and walkers from around the nation at Suffolk
Downs, 525 McClellan Highway in East Boston.
If you’ve never run a 5k (approximately 3.1 miles), this
is a great way to burn some calories before receiving hot
chocolate and a choice of Sam Adam’s Winter Lager,
Boston Lager or Angry Orchard Hard Cider.
The starting line will have huge inflatables, photo stations
and awesome holiday music. Once you’re on the course,
you’ll find holiday-themed stations at every mile. You can
ditch that Gatorade because you’ll be able to replenish
those electrolytes at the good ol’ fashioned hot chocolate
station. This holiday 5k has everything your five-year old
self would want with a few perks of adulthood.
After the race, celebrate with a Sam Adams beer and
other holiday goodies. Awards for best real mustache,
best fake mustache, best beard, worst sweater and
best sweater will follow the race. Samuel Adams has
partnered with Save the Children at this fundraising
event. Join in the fun on Saturday, December 12th at
8:30 AM!
Register online at theuglysweaterrun.com/locations/boston-massachusetts
Pass It Forward
with Labatt
Labatt wants to change the game for
the better. That’s why they’ve created
the Pass It Forward initiative, dedicated
to providing access to hockey for
everyone. This year, Labatt is raising
awareness and funding to expand USA
Hockey’s Sled Hockey program, helping
disabled athletes get back on the ice
and back in the game. Limited edition
Labatt Sled Hockey cans celebrate sled
hockey and the amazing athletes who
play it. The goal is to grow the sport’s
presence, encourage consumers to find
out more about Pass It Forward, and
give them the opportunity to celebrate
the sport and spread awareness with a
simple purchase.
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RetailEDGE
Don’t Forget About the Baby Boomers!
By George Latella
In the last issue we discussed Millennials as an example
of how we segment consumers based on age and how
they impact the alcoholic beverage industry. Much of the
marketer’s attention over the past 10 years has been
around Millennials, and those of us in the Baby Boomer
generation are feeling slighted, as we had been the focus
of marketers for the past 25 years. I guess what goes
around comes around!
However, as I thought more about this I realized that
many of the Boomers are the parents of Millennials. We
are responsible for what is going on today and continue
to influence their behavior, especially if they are still living
with us in their 20s and sometimes 30s!
While I am from Philly, I have spent every summer of my
life at a place I refer to as the “real” Jersey shore. (Home
base was North Wildwood, but I spent significant time
in areas from Cape May to Atlantic City). This summer
I paid particular attention to the behavior of people
on the beach, at their hotel/condo, and at the local
establishments I frequented.
What I realized was that regardless of where or what your
“beach” is, the summer is a time when it is acceptable for
people from all age groups to enjoy a beverage together.
The “best” times for this were on the beach, during happy
hour, and from about 6pm-10pm when most of the
boomers left the bars. As you might expect, the bars that
know their customer base adjusted their food, beverage,
and entertainment choices based on the time of day.
a local bar/restaurant. Either way, you have people of
different ages coming together and alcohol is usually an
important part of the gathering.
So what does this mean for you and your business?
You need to understand how your Baby Boomer customers
think about your business and how they can influence the
behavior of the other groups. This could be as simple as
talking and listening to them directly or hiring someone to
conduct some basic market research for you. Then, adjust
your marketing strategy based on your findings.
Whether you are an on or off-premise establishment, you
need to make sure that you understand this group of
consumers and build your products, merchandising, and
marketing programs around how they live. It will positively
impact your bottom line!
This led me to think about other “acceptable” situations
for Millennials to hang out with the Boomers. Well, it’s
now football season, and I’ve discovered similar behavior
at sports bars where you are there to watch “your” team.
This holds true for most college and professional sporting
events, although our national football league has the
largest following.
The holidays are another time when it’s “acceptable”
to enjoy your favorite beverage with your family or
co-workers. Maybe this is at someone’s house, or at
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.
16 HeadyTimes v.14 www.amoskeagbeverages.com
The BeerGUY
Let Them Eat Fruit Cake… Made With a Little Beer!
With the holidays just around the corner, we thought you’d enjoy a time-honored holiday treat, enhanced with craft
beer! It’s time to get into the kitchen, pour yourself a beer and get busy simmering and whisking to create this delicious
dessert. Accept the recipe as our holiday gift to you. Cheers to craft beer, and more craft beer in the kitchen!
Beer-soaked Fruit Cake With Bourbon Barrel-Aged
Arrogant Bastard Ale Whiskey Sauce
Yields: 4 large cakes or 16 miniature cakes
4¾ cups granulated sugar
4 cups all-purpose flour, sifted
2¾ cups Stochasticity Project Quadrotriticale
(or Belgian-style strong/holiday ale to substitute)
2 tsp. baking powder
juice and zest of 1 navel orange
¼ tsp. ground cinnamon
¼ lb. dried apricots, chopped
¼ tsp. freshly grated nutmeg
¼ lb. dried cherries
1 cup almonds, slivered
¼ lb. dried cranberries
1 cup pecans, chopped
¼ lb. raisins (or currants to substitute)
1 cup walnuts, chopped
1 lb. unsalted butter, softened
4 oz. almond paste
¼ cup Bourbon Barrel-Aged Arrogant Bastard Ale
(or bourbon whiskey to substitute)
8 large eggs
3 cups heavy cream
½ cup Grand Marnier (Cointreau or other orangeflavored liqueur to substitute)
6 Tbsp. cornstarch
Whisk 2 cups of the sugar into
2 cups of the Stochasticity
Project Quadrotriticale in a
saucepan over medium-high
heat. Whisk in the orange juice
and zest and bring the mixture
to a boil. Reduce heat to low
and simmer for 5 minutes.
Remove from heat. Place the
apricots, cherries, cranberries
and raisins in a bowl and
cover with the hot beer syrup
mixture. Let steep for 10
minutes. Drain the liquid from
the fruit and reserve.
Preheat oven to 350º F.
Place the butter, almond paste
and 2 cups of the sugar in the
bowl of an electric mixer fitted with a paddle attachment.
Cream the ingredients together, scraping down the sides
of the bowl with a spatula. Add ¼ cup each of the
Stochasticity Project Quadrotriticale and Grand Marnier
and mix until fully incorporated. Add the eggs, 1 at a time,
until they are completely incorporated, scraping down
the bowl as necessary. Combine the flour, baking powder,
salt, cinnamon and nutmeg and add to the batter, 1 a
¼ tsp. salt
cup at a time. Mix until all of
the ingredients are completely
incorporated, scraping down
the bowl as necessary. Fold in
the fruit and nuts, then transfer
equal parts of the batter into 4
greased standard loaf pans or
16 miniature-sized loaf molds.
Place the pans in the oven and
bake for 45 minutes or until
golden brown and fully cooked
through. Remove from oven
and transfer to racks to cool.
If serving fresh, whisk the
Bourbon Barrel-Aged Arrogant
Bastard Ale and the remaining
sugar into 2½ cups of the
heavy cream. Transfer the
mixture to a saucepan over medium heat and whisk until
the sugar has fully dissolved. In a separate bowl, whisk the
cornstarch and remaining cream together until they are
fully incorporated. When the cream and beer mixture reach
a scald (when bubbles begin to form around the edges of
the saucepan), whisk in the cornstarch slurry and cook the
mixture, whisking constantly, until it thickens to a sauce
consistency, 3 to 4 minutes. Remove from the heat and
serve warm.
Recipe courtesy of Brandon Hernández, Beer-and-Food Journalist, Author & Senior Communications Specialist for Stone Brewing Co., based on a recipe created by Emeril Lagasse.
www.amoskeagbeverages.com HeadyTimes v.14 17
510 Hall Street
Bow, NH 03304-3105
Celebrate the Season with the Manchester Monarchs
The Manchester Monarchs kicked off the season on
October 16th with a big win against the Brampton Beasts,
and the Verizon Wireless Arena was rockin’! This was the
first game for East Coast Hockey League affiliate of the
Kings, the Ontario Reign, which came to Manchester,
replacing the Los Angeles Kings AHL franchise that moved
to California. Here’s what one season ticket holder had to
say about the move from AHL hockey to ECHL hockey…
What do you expect from this year’s ECHL team
versus the AHL team?
“I’m looking for more, good hockey this year. The ECHL
is obviously a top-flight league, and to be honest, I don’t
think there is going to be any type of drop-off of hockey
from what we saw last year. The team looks good and
the guys have lots of speed. I think they are going to be
a hard working bunch and Rich Seeley is going to be a
great coach. He was an awesome player when he played
here, and the same thing goes for (Assistant Coach Jeff)
Giuliano. They are going to work the boys hard, and I think
the fans are really going to enjoy what they see.”
What would you say to fans who are luke warm about
the ECHL version of the team?
“It’s going to be a great league. The ECHL has come a
long way from what it used to be. The level of hockey
is phenomenal and I really think people need to give it
a chance. Sure, it’s not the AHL, but it’s a really good
league and the guys are going to be working really hard
to advance their careers. We’re going to see really good
hockey, and it makes for a great night out too.”
The Manchester Monarchs offer exciting professional ice
hockey action and family entertainment at affordable
prices. Their charitable actions don’t go unnoticed in
the community either. Upcoming events include Mullets
in Movember on November 14th, where fans grab their
mullet wigs at the door. In partnership with Norris Cotton
Cancer Center, this event helps to raise awareness for
men’s cancers. December brings a Toys For Tots Drive
on New Year’s Eve where fans can ring in the New Year
with the Manchester Monarchs and a spectacular indoor
fireworks display.
The Verizon Wireless Arena, home of the Manchester
Monarchs boasts a bevy of food and drink options,
including an assortment of thirst quenching Amoskeag
products. So if you’re looking for a great night of fun…
check out a Manchester Monarchs game!