Summer 2014 - Amoskeag Beverages

Summer 2014 | V.8
AMOSKEAG BEVERAGES
RETRO
SELLS
Retail Edge Seasonals The Beer Guy New Products Programs
PETER EGELSTON OF SMUTTYNOSE BREWING CO. | SUMMER SELECTIONS | BEER STORAGE
Letter toTHE TRADE
In This
ISSUE
Cover Story .........................1
Brewer Highlight ..................2
Barb’s Beer Emporium...........3
hint of summer is all it takes to get us Granite Staters outside and
enjoying the nice weather…especially after the winter and spring we
endured. We don’t need to venture too far from home when there’s
so much to do in our own backyard. Whether it’s heading to the lakes
region, driving up to the mountains or making our way to the beautiful
seacoast, New Hampshire is the place to be! Check out the New Hampshire
Division of Travel & Tourism’s website at visitnh.gov where you will find a
wealth of information on our state and many things to keep you busy. Can
you guess what the most popular link on the site is? Yep – the NH Brewery
Map & Tour Guide.
A
We have a thriving beer scene here in New Hampshire and with the growth
of the craft industry, beer enthusiasts have plenty of options. New
Hampshire is quickly becoming filled to the brim with an assortment of
breweries, nanobreweries and brewpubs. Scattered around the state, they
are brewing up a grand variety of flavors and styles, all with their own
personalities.
Summer is the perfect time to explore our state and support our local
brewers. Enjoy the nice weather and what New Hampshire has to offer!
Makris Lobster &
Steak House ........................4
New Products ......................5
Seasonal Selections...............7
Available Year-Round ...........9
Perfect for the Season
Programs.............................9
Retail Edge........................12
Thanks again for choosing Amoskeag Beverages. Cheers to a great summer!
The Beer Guy ....................13
Ed Murphy
VP/General Manager
Tom Bullock
President
Kevin Emmons
VP/Marketing Director
This issue is dedicated to Gary Hawkes & Michael Weingartner, you are
greatly missed.
Heady Times is published four times a year, courtesy
of Amoskeag Beverages.
CoverSTORY
Retro Sells
T’S THE KIND OF BEER YOU CAN SIT BACK WITH AND
have friends over for a barbeque,” said a customer putting two cases of
beer into his car. It also has just 4.5% ABV. “You can drink a bunch of
them over the course of a day… I get a lot of enjoyment out of this beer
without feeling stuffed.”
“I
That’s one satisfied customer, but which beer is he talking
about? It’s Coors Banquet, an American original first
brewed in Colorado’s Rocky Mountains in 1873 when
men swarmed over the area to work in silver mines.
The miners served it at their “banquets” and the
name stuck. Crisp, clean and refreshing, too many
people overlook this premium, medium-bodied lager.
That is until recently. Sometimes called heritage or
retro brands, there’s a growing interest in breweries
that were founded way before Prohibition. In the
1940s and 1950s, beers from old school breweries
were everywhere in their home markets. Like a symbol on a map, tap
handles for hometown favorites revealed what part of the country you
were in. If you could order a Coors Banquet, you were definitely out
west. Unpretentious and sold with minimum fanfare, these beers were
brewed for everyone’s enjoyment and there is something very
“democratic” about that.
Heritage beers have a lot of appeal to many drinkers today. Perhaps it is
a reaction to an implied message that if you don’t like other kinds of
beer, you’re not cool. The folks who have rediscovered Coors Banquet,
and other beers like it, will make up their own minds, thank you very
much. They like what they like and make no apologies for what they
choose to drink. As the man said, “I get a lot of enjoyment out of this
beer…” Of course he does. Nostalgia alone doesn’t keep a brand going.
It’s about the liquid. The beer has to taste great.
The Limited Edition Original Can from Miller Lite was reintroduced quite
successfully with a little help from Hollywood and consumer’s love for
all things retro. The release of the old school can coincided with the
December 2013 debut of “Anchorman 2: The Legend Continues,” in
which characters drink the beer in the original can. Miller Lite’s initial
plan was to feature the white can only for a limited time, but because
it was such a hit with consumers, executives quickly decided to extend
the sale of the retro packaging through September of this year. “People
are seeking authentic brands today,” said Ryan Reis, Senior Director of
the Miller family of brands at MillerCoors. “The white can turns
people’s heads.”
Steven Grasse, a beer
and spirits guru, whose
accomplishments include
Hendrick’s Gin and Sailor
Jerry Spiced Rum, resurrected
the New England favorite,
Narragansett. He was recently
quoted in Food & Wine
magazine saying that he
created Sailor Jerry because he
wanted to make something for
the average Joe. Narragansett has
that same kind of appeal. Brewed
for 120 years in Rhode Island,
Grasse revived the brand with retro-style
tall boy cans. “Gimme a ‘Gansett” was a
bar call heard even in Fenway Park.
Narragansett Lager is easy drinking of
course. It’s got a lot of flavor for a
premium beer and just the right amount of
bitterness for added refreshment.
The next generation of beer drinkers has
discovered that what is old can be great
again. With genuine flavor, sessionabilitiy
and authenticity in spades, heritage beers
can provide a bridge to bigger beers. But
that doesn’t mean they’ll be left behind.
There is enough room at the bar for beers
like Coors Banquet and Narragansett Lager
to peacefully co-exist with all the newcomers. To borrow a phrase from another
old-timer, President Ronald Reagan, “We
promise not to hold their youth and
inexperience against them.”
www.amoskeagbeverages.com HeadyTimes v.8
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BrewerHIGHLIGHT
Peter Egelston
Smuttynose Brewing Co.
MUTTYNOSE BREWING CO. WILL SOON TURN 20 YEARS-OLD
and the brewery is receiving the best birthday present… a new
home! Heady Times was fortunate enough to get a behind-thescenes look at the brand new, 42,000 square-foot Smuttynose
production facility. Owner, Peter Egelston lead the tour of his state-ofthe-art brewery located on Towle Farm Road in Hampton which sits
perched on 14 gorgeous acres of fields and forests with two historic
buildings on site.
S
In 1986, Egelston left his teaching gig in NYC (after a little prodding)
to help his sister open the Northampton Brewery in Massachusetts.
Egelston eventually became head brewer, a position he held until 1991
when the siblings opened the Portsmouth Brewery, New Hampshire’s
first brewpub. In 1993, Egelston went off on his own and purchased the
old Frank Jones Brewing Company in Portsmouth which became
“Our beer will be exactly the same, only better…”
Smuttynose. The Smuttynose brand took off and soon they needed more
room to expand. “We actively searched for a site for our new brewing
facility for 10 years. There were quite a few ups and downs in the
process,” says Egelston. Once they found the Towle Farm site, they
knew it was meant to be.
Their new home, which will open for tours on May 31st at 10 AM,
includes a brewery, touring & tasting center, retail shop and restaurant.
“Our goals were to expand our capacity, improve our ability to host
visitors and become a more sustainable company,” Egelston says.
Smuttynose is striving for LEED (Leadership in Energy and
Environmental Design). Energy efficiencies are evident both outside and
inside the building, from an abundance of natural lighting, to
automated interior light settings and LED bulbs. They also use solar
tubes to capture natural light and bring more of it into the building,
which their employees and guests will surely enjoy.
other brewers across the U.S., I’d like to
see New Hampshire be like almost every
other state in the country where the #1
craft beer in the state is made in the same
state,” says Egelston. To do this, Egelston
suggests that New Hampshire get the
message out that great beer is made here,
just like our neighbors in Vermont and
Maine have done with the ultra-successful
“made in” slogan.
By the look of things, Smuttynose Brewing
Company is off to a great start and moving
in the right direction!
Touring this amazing facility will be a real treat for visitors. With top-ofthe-line equipment throughout, the bottle line greets guests upon
entering the brewery, allowing spectators to watch as 350 bottles are
filled per minute. In 2013, Smuttynose sold nearly 43,000 barrels of
award-winning beer. The new facility will make it possible to produce
about 1½ times more beer, or between 60,000 and 65,000 barrels.
“Our beer will be exactly the same, only better,” says Egelston with a
smile.
Speaking of great beer, the folks at Smuttynose are excited to introduce
Bouncy House IPA, an important addition to their year-round favorites
like Finestkind IPA, Old Brown Dog, Robust Porter and Shoals Pale Ale.
“Since returning from the Craft Brewers Conference and speaking with
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HeadyTimes v.8 www.amoskeagbeverages.com
Smuttynose Brewing Co., Towle Farm Road in Hampton
Off-PremiseSPOTLIGHT
Barb’s Beer Emporium
VERYONE HAS BEEN WATCHING THE
booming craft beer business lately, but
Barbara Lambert, owner of Barb’s Beer
Emporium was ahead of the curve when she
saw it coming over seven years ago. “I bought a
convenience store that had a pretty good
variety of beer in 2008, but soon after, I really
began to focus on increasing the selection.”
In 2011, this New Hampshire native moved
locations and opened Barb’s Beer Emporium
on 249 Sheep Davis Rd. / Rte 106 in
Concord – one of the first specialty beer
stores in the state.
E
“What sets us apart from the other
beverage stores is that we offer the
customer an experience,” says Lambert.
Barb’s Beer Emporium has a knowledgeable
staff that truly enjoys educating their guests. “We will help
customers find specific beers, describe the taste profile and inform
them of fantastic new arrivals.” The mix & match 6-packs are really
popular as they allow customers to sample various beers from different
breweries. With over 800 offerings, there’s something for everyone at
this popular roadside store.
Owner of Barb’s Beer Emporium, Barbara Lambert
The Beer Emporium, winner of numerous awards including
“Best Beer Store 2013” awarded by The Hippo and
“Best Beer Store 2012” given by NH Magazine. The
1200 square-foot space is very well organized,
housing the enormous selection of beer on various
shelving units and inside a 20-door cooler. “I try to
keep my store clean and organized,” says Lambert.
“I’m a bit of a neat freak, but I think my customers
appreciate it.” Whether it’s the imports arranged by
country of origin, or the meads all displayed in one
location, the layout helps beer lovers shop with ease.
The store is also very open which makes for an extremely
enjoyable shopping experience for customers to browse the
beer selections as well as their vast assortment of hot
sauces, K-cups, snacks and cigars.
Lambert is also committed to helping the community and is
involved in various charitable organizations. Two of her favorites are the
Hops for Heroes program which raises money for wounded soldiers and
Pints for Prostates, a campaign that raises awareness about the
importance of regular health screenings and early detection, all through
a simple blood test.
Customers can always keep up with the latest happenings at Barb’s by
visiting their website: barbsbeeremporium.com, their Facebook page or
by following them on Twitter. Within the various outlets, customers are
informed of hot new products, tasting schedules, the latest beer news
and more!
Barb’s Beer Emporium is the place to go for those who are interested in
diving deeper into the world of beer.
www.amoskeagbeverages.com HeadyTimes v.8
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On-PremiseSPOTLIGHT
Makris Lobster &
Steak House
EW FAMILIES CAN SAY THEY’VE BEEN A PART OF
something for over 100 years, but the Makris family can!
Brothers, Greg and Jim Makris were raised in the restaurant
business and have continued the family tradition with huge
success. “Our family has bought and sold many establishments
throughout New Hampshire,” says Greg. The brothers have owned
Makris Lobster & Steak House (formerly the Inland Lobster Pool
Restaurant) on route 106 in Concord since the ‘90s.
F
Many people who open restaurants don’t fully understand the
role they should play as owners. Most are convinced that
focusing solely on operational functions is all it takes to create
a profitable food service enterprise, but Greg and Jim aren’t
resting on their laurels. They believe the success of their
restaurant is due to their unwavering commitment to family
tradition, wonderful employees and a quality menu. “Our staff truly
makes you feel at home and we offer something for everyone here,”
says Jim. “Our food is the freshest it can be and it’s all homemade
which brings customers back year after year.” In addition to the
tremendous menu and exceptional staff, the bar’s 16 draught lines
offer patrons a vast assortment of domestic, imported and craft beer.
“We are always looking to enhance our customers’ experience –
trying to think of new ideas to keep them coming back,” says Greg.
With summer right around the corner, it’s the perfect time for guests
to enjoy their outdoor event patio and bar. With Bike Week and the
NH Motor Speedway races bringing even more visitors to the area, it’s
a good thing the outdoor space accommodates 250 people! “We’ve
hosted beach volleyball leagues, live bands and cool entertainment
like aerial stunt motorcyclists over the years,” states Jim. “And we are
really excited to have the band, The Living Deads play here in June,”
Greg chimes in. “They’re not your typical rockabilly band – they
always get the place rockin’!”
Makris Lobster & Steak House also offers catering, a banquet facility
and an onsite specialty market. Talk about something for everyone!
The fully-stocked market offers everything from wine and beer to
restaurant-quality, choice cuts of meat, fresh seafood, cooking stocks
and sauces. Their fresh, live lobsters are also available for purchase
online with guaranteed next day delivery!
As if Greg & Jim aren’t busy enough running the business, they are
also very involved in the community and support various charitable
causes. The 17th Annual Hacker’s Open Golf Scramble, at the end of
May, is very near and dear to both of their hearts. The tournament
benefits the Concord Hospital and is held in memory of their brother,
Stephen.
The Makris brothers’ love of the business is evident and they have
created quite an impressive spot.
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From left to right, owners of Makris Lobster & Steak House,
Greg & Jim Makris
NewPRODUCTS
Allagash Saison
Mike’s Frozen Variety Pack
At Allagash Brewing Company,
everyone brews beer. From
finance to sales, maintenance to
warehouse, employees take turns
creating unique beers on a 12gallon pilot system. In 2013,
Allagash averaged almost 2 pilot
beers per month. The pilot brews
are then put through extensive
sensory panel evaluation (and on
draft in the break room), where
everyone in the organization
provides notes and feedback.
All it takes is a freezer to
turn Mike’s Hard
Lemonade into the most
refreshing Mike’s ever!
And now, all of your
favorite Mike’s Frozen
Pouch flavors are in one
exciting mix pack! Mike’s
new Frozen Variety Pack
includes three pouches
each of: Hard Lemonade,
Hard Black Cherry Lemonade,
Hard Strawberry Lemonade and new Hard Mango
Lemonade. If you freeze
them they will come! ABV: 5%
Availability: Now, year-round
One of these “experiments” has led to the release of
Allagash’s first year-round offering in more than 7
years: Allagash Saison. In July 2012, brewer Patrick
Chavenelle crafted a rye Saison on the pilot system,
and the team was hooked. “It’s a beer we’re really
excited about,” says brewmaster Jason Perkins. “We’ve
been working on it for years and we’re really happy with
it now.”
Allagash Saison is their interpretation of a classic
Belgian saison. “We created this beer using our
proprietary base malt, plus rye which gives body to the
beer as well as some oats which give it a silky
characteristic,” says Perkins. “We ferment it with a
traditional Saison yeast which gives a peppery tropical
fruit character.”
Bravo, Cascade and Tettnang hops are used, providing
citrus notes. “It’s dry and super drinkable,” says
Perkins. Saison has already met the most difficult and
important of tests at Allagash. According to Perkins,
“It’s already one of our employees’ favorite beers.”
ABV: 6.1% Packages: 12 oz. bottles and draught
Availability: Now, year-round
Innis & Gunn
Toasted Oak IPA
The fervent, hoppy character of Toasted Oak IPA hails
from the unique addition of large quantities of hops at
three separate points during
brewing. The result is a beer
that’s rounded, yet refreshing
with delicate floral notes and
oodles of zesty freshness.
ABV: 5.6% Packages: 12 oz.
bottles and draught
Availability: June
Smuttynose Bouncy House IPA
Bouncy House, Smuttynose’s
newest year-round offering, is
an all-occasion, sessionable
IPA brewed for maximum
drinkability and merry-making.
This pale golden ale’s subtle
malt body puts crisp hop
flavor front and center and
allows its dry-hopped
fragrance to shine. Each sip of
Bouncy House will make your
taste buds spring with delight! ABV: 4.3%
Packages: 12 oz. bottles and draught Availability: Now!
Smuttynose
Vunderbar Pilsner
Vunderbar is light in color with a moderate body
and low bitterness, offset by formidable dryhopping. This elegantly refreshing pilsner was
created with German malt, balanced with the
spicy tang of Czech Saaz hops. The bread
and biscuit flavors of the grain are topped
with the floral character of the Noble hop,
which may just get you to shimmy into
your favorite lederhosen, bust into a quick
schuhplattler and loudly proclaim,
“Das ist Vunderbar!” ABV: 5.1%
Packages: 12 oz. bottles and draught
Availability: Now, year-round
www.amoskeagbeverages.com HeadyTimes v.8
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NewPRODUCTS
Magic Hat Dream Machine
Stark Brewing Company
Dream Machine, an India Pale Lager or IPL, is a
melding of varied visions of an IPA and an amber lager.
Once poured, its light copper color delights the eyes
and a citrusy hop aroma flows through the nose. Upon
first sip of Magic Hat’s latest beer, a smooth hop
bitterness reveals itself – fresh, bold and slightly spicy
– before subtle hints of mild maltiness appear. A big
hop bite and a crisp, clean lager finish combine for a
beautifully balanced beer. Take Dream Machine for a
spin and let your reverie begin. ABV: 5.7%
Packages: 12 and 22 oz. bottles, 12 oz. cans and
draught Availability: Now, year-round
Milly’s Tavern began in
1994 as the Stark Mill
Brewery and officially
opened its doors as
Milly’s Tavern in January
of 2002. Master Brewer,
Peter Telge, is a New
Hampshire native who
has been brewing beer
for the better part of 20
years. Voted The #1
Brew-pub in New
England for 2013 by
the WMUR Channel 9
“Viewers Choice
Awards,” Milly’s Tavern
offers handcrafted and
all-natural beers with no pasteurization or chemical
preservatives. We are proud to announce that these
award-winning beers are now available under the new
name, Stark Brewing Company.
Stark Brewing
Milly’s Oatmeal Stout
Moat Mountain
Miss V’s Blueberry
Miss V’s Blueberry is an Americanstyle ale; light, clean and crisp
with a gentle fruit finish and
medium blueberry nose. Beer first,
fruit second, the blueberries are
steamed separately and the
extracted juices are added during
fermentation. This process makes
for a subtle blueberry aroma and
well-balanced flavor. Naturally
unfiltered, the look of this beer
changes with each brew and
because it is unpasteurized, like
all of Moat Mountain’s beers, it
needs to be kept cold at all times!
ABV: 4.5% Packages: 16 oz. cans
and draught Availability: June
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This traditional sweet stout is a
world-class craft ale, named after
one of the many faithful German
Shepards of Stark Brewing’s Master
Brewer. Just like Milly, this stout
will be your constant companion.
Choice oats bring out the flavor and
richness in this award-winning
offering. Its full body and superior
mouth feel make this stout a meal in
itself. ABV: 4.9% Packages: 22 oz.
bottles and draught Availability: Now,
year-round
Stark Brewing
Mt. Uncanoonuc
Golden Cream Ale
Named for the scenic
Uncanoonuc Mountains of New
Hampshire, Mount U Golden
Cream Ale is a multi-awardwinner. Straw-colored and lightbodied with a slight hint of malt and
a balanced hop flavor, this brew is
fermented longer and at a colder
temperature to give it a crisp,
creamy finish. ABV: 4.3%
Packages: 22 oz. bottles and draught
Availability: Now, year-round
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 Tropical Party Pack
Catch the wave of
refreshment with the new,
limited-edition Mike’s
Tropical Party Pack! The
variety includes: Mike’s
Hard Key Lime, Hard
Mango, Hard Tropical Fruit
and Hard Citrus Berry. Availability: Now!
Curious Traveler Shandy
Brewed as a classic American
wheat beer mixed with real
lemons and limes, Curious
Traveler is bright and
refreshing. This craft/artisanal
shandy appeals to both craft
and domestic beer drinkers.
Curious Traveler has a lively
fruit flavor and a powerful
“throw your head back” fresh
lemon aroma. In short – it’s
quite a refreshment.
ABV: 4.4% Packages: 12 oz.
bottles and cans Availability: Now!
Twisted Tea Tropical
Tropical fruit notes including
mango, star fruit, passion fruit
and white peach are blended
with a rich base of fresh brewed
tea in this Twisted seasonal.
ABV: 5% Package: 12 oz. bottles
only Availability: Now!
Mike’s Hard Pink Lemonade
Lightly carbonated and packed
with all the punch and sour
that’s made Mike’s famous,
Pink Lemonade features that
distinctively tart pink lemonade
taste – a true highlight of
summer! The packaging
features the iconic pink ribbon
logo, as well as the very personal
story behind Mike’s involvement with Breast Cancer
research. A portion of the profits from the sale of Pink
Lemonade each year are donated to the Breast Cancer
Research Foundation. Join the fight – drink Pink!
ABV: 5% Package: 12 oz. bottles only Availability: Now!
Angry Orchard Elderflower
The elderflower provides floral notes
and a fresh, bright, tropical flavor
reminiscent of lychee, pear and
citrus. The flower complements the
crisp apple taste of the cider,
resulting in a balanced sweetness.
ABV: 5% Package: 12 oz. bottles only
Availability: Now!
Stone Saison
In spring 2011, Stone bought the farm, literally, taking over 19 acres of fertile Southern California
soil where they now grow pristine fruits, vegetables and herbs for Stone Brewing World Bistro &
Gardens restaurants. A taste of Stone’s homespun farm-to-tableism is provided in this farmhouse
ale stoked with lemon zest, lemon thyme and lavender straight from Stone Farms. This spring-tosummer saison is citric and herbal on the palate with a dry, peppery finish. Thanks to the infusion
of fresh West Coast ingredients, this isn’t your everyday saison. Celebrate the sunny season with an
authentic taste of Stone’s farm and, with it, their commitment to quality. ABV: 6% Packages: 12 oz.
bottles and draught Availability: May
www.amoskeagbeverages.com HeadyTimes v.8
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SeasonalSELECTIONS
Beer Camp Across America
Variety Pack
Inspired by the opening
of their new brewery
in Mills River, North
Carolina, Sierra Nevada
has partnered with 12
exceptional brewers from
across the U.S. to create a
highly anticipated, one-time-only,
collaborative mix pack of beer: The Beer Camp Across
America Variety Pack! The participants and the beers
they brewed include Russian River Yvan The Great:
Belgian-Style Blonde, Firestone Walker Torpedo Pilsner:
Hoppy Pilsner, Allagash Myron’s Walk: Belgian-Style
Pale Ale, Oskar Blues Canfusion: Rye Bock, Ashville
Brewers Alliance Tater Ridge: Scottish Ale, New Glarus
There and Back: English-Style Bitter, Ballast Point
Electric Ray: India Pale Lager Cigar City Yonder Bock:
Tropical Maibock, Victory Alt Route: Altbeir, Bell’s
Maillard’s Odyssey: Imperial Dark Ale, 3 Floyds Chico
King: Pale Ale and Ninkasi Double Latte: Coffee Milk
Stout. Availability: Very limited quantities in July
Narragansett Del’s Shandy
The second installment in Narragansett’s “Hi
Neighbor Mash-Up” Series, Del’s Shandy is
a collaboration between the iconic Rhode
Island beer and the region’s favorite
summertime treat, Del’s Frozen Lemonade.
The first Del’s stand opened in Rhode
Island in 1948 using an old family recipe
brought over from Italy. Since then,
Narragansett and Del’s Lemonade have
refreshed thousands of happy customers on and
around the Rhode Island beaches. Now the two flavors
are combined to create a most refreshing summertime
adult beverage. One sip leads to another. Taste and
enjoy for yourself… it’s refreshingly different!
Package: 16 oz. cans only ABV: 5% Availability: June
Cisco Brewers Nantucket
Summer of Lager
Summer of Lager is making its annual
appearance and signaling the start of summer
in Nantucket. This dry, Bohemian
pilsner-style brew is a crispy lager
that has a light, hoppy nose with a
robust body and a clean finish.
ABV: 5% Packages: 12 oz. bottles,
12 oz. cans and draught
Availability: Now!
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Sebago Simmer Down
Sebago Brewing Co.’s new summer seasonal is local
and completely different from anything else out there.
Aromatic, refreshing and sessionable, this is sure to be
your go-to summer beer. The craft beer drinker will
love the unique blend of El Dorado & Mosaic hops
presenting bold tropical fruit aromas and pleasant
hop character. Simmer Down’s light body and
crushable dryness make it a great summer brew.
Embrace the authentic New England quality of
this locally crafted beer. ABV: 4.9% Packages:
12 oz. bottles and draught Availability: Now!
Moat Mountain
Munich Helles Lager
Munich Helles Lager a.k.a “Hell Yes”
is an easy-drinking session beer of
Bavaria. The style is light in both color
and body with a delicate malty flavor
and crisp finish. This beer is packed
with flavor! ABV: 4.7% Packages: 16 oz.
cans and draught Availability: June
Baxter Brewing and DC Brau
Daughters of Poseidon Black IPA
Both the DC Brau and Baxter breweries have
canned their beer since the beginning and
they’ve wanted to collaborate for some
time. The friendship that began two years
ago in Boston at the American Craft Beer
Festival has grown as their breweries have
done the same. Now that Baxter has the
capacity to do limited-edition, one-off brews,
it seems like the perfect time. They wanted to
use an ingredient that was common to both
breweries’ locations, and oysters came to mind,
as the two spent time together in Boston
enjoying fresh New England oysters on the
waterfront. So they put 800 pounds of whole oysters
into the mash! More like a dark IPA than a stout,
Daughters of Poseidon is well-balanced between toasty,
slightly roasty maltiness and a big citrus and pine hop
character. The dark malts add color and flavor, while
the oysters contribute a subtle briny flavor to the beer.
This unique beer is brewed with precisely the same
ingredients at both DC Brau and Baxter, except that the
DC version uses locally sourced Rappahannock Oyster
Co. Olde Salt oysters, and the Maine version uses
oysters from Glidden Point Oyster Company in the
Pemaquid (ME) area. Daughters of Poseidon pairs well
with steak and lamb, burgers, Mexican, chowders,
stews, clams, mussels and of course… oysters.
ABV: 8% Package: 16 oz. cans only Availability: Very
limited quantities in June
Available Year-Round PERFECT FOR THE SEASON
Red Stripe Lager
Pabst Blue Ribbon
Everyone’s favorite Jamaican lager boasts an extremely
refreshing taste, balancing malty-sweet and lightly
hoppy flavors. The taste quality enhances the
enjoyment of all hot and spicy fare. Available in
portable 12 oz. cans, Red Stripe is
perfect for all of your summer
activities! Hooray Red Stripe!
ABV: 4.9% Packages:
12 oz. bottles and
12 oz. cans
Originally called “Select,” people asked
for the “Blue Ribbon” beer when they
began tying silk ribbons around the
bottles in 1882 to commemorate its
award-winning taste. The name was
officially changed to Pabst Blue
Ribbon in 1895. As a beer known
today for its iconic can, it is fitting
that PBR was first to introduce
canned beer in 1935. This premium
lager is crafted with a hefty infusion
of 6-row barley, making it a great
choice all year! ABV: 4.7%
Packages: 12, 16 and 24 oz. cans,
12 oz. bottles and draught
14th Annual Harpoon Championships of
New England Barbecue
resh, local craft beer and
award-winning barbecue is a
tough combo to beat. On July
26th and 27th the Harpoon Brewery
will host the 14th Annual Harpoon
Championships of New England
Barbecue. Competitive barbecue
teams from across the Northeast and
beyond will descend upon Harpoon’s
Windsor, Vermont brewery with
smokers in tow to compete for the
title of 2014 New England Barbecue
Champion.
F
The heated competition begins on
Saturday, July 26th when the
professional barbecue teams prepare
their competition entries. Judging
begins promptly at noon with judges
certified by the Kansas City
Barbecue Society. The teams
are judged in four categories:
chicken, ribs, pork and
brisket. The team with the
highest tabulated score
from all four categories will
be crowned the 2014
Harpoon New England
Grand Champion. The Grand
Champion and winners from
each category will be
announced at an award
ceremony at 4:30 PM.
The Grand Champion
qualifies for the
Programs
nation’s ultimate
barbecue competition,
the American Royal in
Kansas City, in addition
to winning a cash
prize.
The barbecue
competition continues
on Sunday, July 27th
with the “Harpoon
Summer Sizzler,” a
competition open to
both amateurs and
professionals. At the
Summer Sizzler, teams are
judged in four different
categories: chicken wings, pork
chops, sausage and Chef’s Choice.
For the Chef’s Choice
category, teams are
challenged to cook a
dish made with a
Harpoon beerbased sauce.
Entries in each of
these categories are
judged based on
appearance, tenderness,
texture and taste. The
competition concludes
with the award
ceremony at 4:00 PM
on Sunday.
In 2013 more than 6,000
people attended the Harpoon
Championships. In addition to the
region’s best barbecue, the weekend
offers attendees two days of Harpoon
beer, local live music and a first-hand
look at master barbecuers practicing
their craft. Several of the competing
teams will be selling their awardwinning barbecue throughout the
weekend. Festival goers are also
invited to take an in-depth tour of the
brewery, led by a Harpoon brewer.
Outside, brewery staff will be on hand
pouring Harpoon beer, including the
brewery’s award-winning IPA and UFO
White. For more information visit
harpoonbrewery.com.
www.amoskeagbeverages.com HeadyTimes v.8
9
Programs
Coors Light Skip Fridays
With such a harsh winter, Northeasterners are more
ready for summer this year than ever. Coors Light will
celebrate every single weekend this summer,
encouraging consumers to get out and start the weekend
early – Skip Friday! With 360 degree support,
#CLSkipFridays will be top of mind all summer long.
Alongside a full line of retail tools, Coors Light is
offering a special on-premise activation – Selfie-in-aBox. Complete with a dozen selfie categories, such as
the duck face and the photo bomb, Coors Light is asking
consumers to Explore Your Selfie. With goofy props
available and dozens of poses, Selfie-in-a-Box will
inspire Millennials to have fun while expressing
themselves on their own terms.
Guinness International Champions Cup
From July 13th through August 8th,
Guinness will help drive sales among
the growing soccer fan base. In 2014,
soccer is going to be bigger than ever
and Guinness, the official beer of the
ICC, will bring the best teams in the
world to battle it out live on American
soil, hot off the heels of the World Cup.
Soccer fever will be at unprecedented
levels during and after the 20th World
Cup in Brazil in June and July. Two
weeks after the Final, the stars of the
World Cup will be playing live, and only
Guinness brings you the chance to turn
the passion for the sport into extra
sales. Through visually stunning in-store
POS, digital, 50,000 samplings
nationwide and tournament advertising
through Fox Sports, Guinness will drive
consumers to participate in the ICC with
the #1 imported stout in the world.
Woodchuck
Ciderbration
Woodchuck Hard
Cider is giving
away 23 trips to
its Ciderbration
Grand Opening
to honor 23
years of making
craft cider in
Vermont. The
daylong event
on August 23rd will feature
four bands, food vendors and a
few other surprises. This program
runs the month of June and
participants can sign up and
register at Woodchuck.com.
Best Beach Party Ever
From May through July, Smirnoff Ice and Red Stripe Lager are pairing
up to give drinkers a chance to win the “Best Beach Party Ever.” Six
lucky winners and five of their friends will win a top-notch beach party
in one of six premiere destinations in America including Key West,
Santa Barbara, Honolulu, South Beach, Rhode Island and Hilton Head.
Specially marked 6-packs of Smirnoff Ice and Red Stripe Lager as well as
“The Best Beach Party Ever” POS will prompt consumers to text-to-enter
the exciting national sweepstakes.
10 HeadyTimes v.8 www.amoskeagbeverages.com
Programs
Corona Fill Your Summer
Throughout the summer season,
Corona will help consumers “Fill
Their Summer” to truly make it
memorable. Corona will offer unique,
interactive summer activities, events
and experiences while offering
consumers the chance to win
exclusive prizes and trips tied to
those summer moments.
Dual language POS, all new display
enhancers and the first-ever bilingual
promo packaging will support the
largest Corona summer promotion ever!
TV, social networking, POS
and packaging will drive
consumers to
Coronasummer.com where
there will be three ways to
enter the 18 different, weeklythemed contests with prizes
associated with each!
Consumers can submit photos
of themselves engaging in
activities related to that week’s
theme, enter in-pack codes or
text to win!
Uncap Pacifico
Pacifico’s bottle caps are an iconic part of the brand’s look. Throughout the
summer, the caps will be used to celebrate the beer and the people who drink it!
GPS coordinates will be printed on the underside of each bottle cap. Each set of
coordinates will lead to a location that embodies the adventurous lifestyle of
Pacifico drinkers. Consumers can use the coordinates to either visit these places or
use Pacifico’s Facebook page to read stories and watch videos about the locations.
Drinkers will also be prompted to add a local spot to the State of Pacifico map
for entry into the sweepstakes where they’ll be given a chance to win gear and
accessories designed to help them live the Pacifico lifestyle. Prizes include
hiking gear, wet suits, guitars and more!
Modelo is Soccer
Modelo’s partnership with FOX
Soccer will successfully elevate
Modelo Especial among soccer fans
across the U.S. Fox Soccer and
Modelo Especial will engage millions
of sports fans through compelling
branded content and deliver custom
soccer experiences for lucky
consumers via a text-to-win
promotion. The “Celebrate With the
World” program will be promoted
through brand presence on Fox
Sports 1 and 2 and Fox Deportes, TV
promo spots, Fox Soccer and Fox
Deportes marks for promo packaging,
POS and a sweepstakes microsite.
Modelo Especial is also investing big
in the FIFA World Cup – the highestprofile live sporting event of 2014 –
with a broadcast and digital
sponsorship on Univision!
Leading up to and during the 2014
FIFA World Cup Fútbol Tournament,
consumers can enter in-pack codes
Shared with Corona Extra, the
Univision World Cup Broadcast
Sponsorship includes:
• Presence in all 64 live matches
on Univision, Univision Deportes
and UniMas
• Presence in all repeat broadcasts
and simulcasts on Univision
Deportes & UniMas
• Broadcast coverage during Semi
Finals and Finals
• A first-ever upfront digital buy
to secure live streaming and
on-demand video of World Cup
matches
on Modelo Especial for the
chance to win a custom, one-of-akind fútbol experience from a one-ofa-kind beer. Three different
sweepstakes will encourage repeat
purchase while dual language POS,
all new soccer themed display
enhancers and bilingual promo
packaging will support the largest
soccer event in 2014.
Finally, Modelo Especial will
continue its partnership with Clint
Dempsey in 2014. As the captain of
the U.S. National Team, all eyes will
be on Dempsey during the 2014
World Cup.
www.amoskeagbeverages.com HeadyTimes v.8 11
RetailEDGE
Brand Personality
By George Latella
Professor of Food Marketing, Saint Joseph’s University Haub School of Business
In the last article, we continued the discussion of
formulating your Brand Strategy with a discussion
of your core values.
As a retailer, you need to understand how your
brand personality is perceived by your customers.
What is brand personality?
It is the tone and attitude that begins to immediately
separate your company from the competition.
Everyone knows the TV show, Cheers and if you
are from Philadelphia and know who Joe Conklin
is, you have heard of Chip Snapper’s taproom in
Fishtown. If not, think of the local corner bar in
the neighborhood you grew up in.
If you were going out for a beer, would you rather go to
Chip Snapper’s Taproom or Cheers? Both serve beer and
other beverages, but provide a different atmosphere. You
would expect a corner taproom to have the same group of
people there all the time. And while Cheers had regulars,
you also saw many other people frequent that
establishment.
Some common adjectives to help identify your brand
personality might be:
Confident, Creative, Trustworthy, Dynamic, Humble,
Intelligent, Idealistic, Rational, Community oriented ,
Tenacious, Optimistic, Direct, Street-smart, Passionate,
Warm, Friendly, Demanding, Aggressive, Competitive,
Compassionate, Witty, Honest, Reliable, Hardworking,
Empathetic, Thoughtful, Funny, Level-headed,
Demanding, Nurturing, Provocative, Skeptical,
Opinionated, Loud, Soft Spoken, and Confrontational.
You can’t be all things to all people. You have to stand for
something with someone. When people hear your name
you want them to feel something. You may offend some
people and that’s OK! Just like with people, those
personalities that rise above the rest may be viewed
unfavorably by others. This is natural and is a sign that
you have struck pay dirt with someone.
Look no further than your favorite female singers.
Madonna, Lady Gaga, Miley Cyrus, Alicia Keys, Beyonce,
Pink and Carrie Underwood are all very successful, yet
resonate with different groups because of their
personalities.
Your brand personality must not only engage people, but
inspire commitment as well. That will be the basis for a
relationship that will build upon the value that your brand
offers. Mainstream is not your sweet spot.
Do these traits realistically portray your company?
For example, do they represent the traits of the key
people in your company? Do they represent the kind of
employees who succeed in your company?
Will these traits work across all of your
marketing materials?
Will these traits appeal to your heavy user, target market?
Will these traits differentiate you within your target?
In the next issue, we will continue this discussion and
dive deeper into your brand icons.
George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major at Saint Joe’s,
recently celebrated its 50th anniversary. Latella is also a partner in Beacon Marketing Group which provides marketing planning,
research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at [email protected]
or 610-660-2254.
12 HeadyTimes v.8 www.amoskeagbeverages.com
The BeerGUY
Enjoying a Cold Beer on a Hot Day…
Why Correct Storage is So Important to Making That Happen By Steve Hawk
With the brutal
winter and
virtually nonexistent spring of
2014 nearly
behind us, the hot
days of summer
are just about
here. To beer lovers, a cold one on a
hot day is a staple, but it’s up to
retailers to make that happen.
Temperature plays a significant role
in the taste and quality of the beer
you serve, and it begins with how
you STORE your beer, especially
during the summer months. This
article will shed light on the most
common issues associated with
poorly regulated beer temperature,
and also debunk some myths.
Kegs
As a general rule, the optimal
dispense temperature from a keg
should be between 38°F and 40°F. If
your keg was recently transported by
truck, even a refrigerated truck, it’s
likely to have warmed up a few
degrees. Even if your keg was stored
in a cooler, it still may not be at the
optimal temperature, especially if it
shares its cooler space with other food
items that cause the door to be
opened more frequently. Therefore, it
is best to allow your keg-stored beer to
acclimate to the correct temperature
before you serve it. To determine the
temperature of beer being dispensed,
pour a pint and let it sit in the glass
for a few seconds. Then, dump that
beer and pour a second glass. This
time, take the temperature with a
properly calibrated liquid
thermometer. If the temperature of the
beer is the same as the temperature of
the keg, you can be sure the beer is at
the right temperature to be dispensed.
Dispensing beer at the incorrect
temperature can actually affect your
profits. When beer gets warm,
approximately 25% of it foams. If
you’re throwing away 25% of the beer
in a keg, you are pouring away several
hundreds of dollars in profits each
week. On the other hand, when beer
gets too cold, the carbonation remains
in the beer until it is consumed and
then it is released in the customer’s
stomach. This causes the drinker to
feel full more quickly and he or she is
likely to drink less. Additionally,
dispensing beer at the incorrect
temperature promotes sour/cloudy
beer, which is obviously not good for
business. It is therefore best to treat
keg storage as seriously as you would
milk. Your beer should be delivered
directly to your cold storage area and
you should dedicate a cooler just for
kegs, if possible.
Tip: It takes approximately 4 hours
for a keg of beer to warm up from
38°F to 48°F. However, it can take
over 10 hours for a 48° keg to cool
down to 38° degrees. Therefore, be
sure to leave yourself enough time to
dispense your beer at the optimal
temperature.
Bottled Beer
The best place to store bottled beer
is inside a dark cooler. The ideal
temperature is between 41°-45°F.
Bottled beer isn’t quite as perishable
as draught beer, but it is also affected
by light, so you need to be careful in
that regard as well.
UV light. Put simply, don’t expose your
beer to excessive sunlight, or any light
for that matter. It’s just another reason
to refrigerate beer and keep it there.
3. The color of the bottle affects the
beer’s shelf life.
True and False. It is not so much the
color of the bottle that affects the
beer’s long term quality but rather the
“translucency” of the glass. Clear and
green bottles allow significantly more
UV light to penetrate the beer than
brown ones, which leads to the
“skunky” factor described above.
4. Putting beer in the freezer is an easy
way to “quick chill” it.
True, but… do not allow the beer to
freeze, as beer will explode when
frozen. However, placing a beer in the
freezer for a few minutes should be
fine. But be careful, because
“freezing” beer alters the molecular
structure of the proteins, reduces the
carbonation level and could even
possibly kill the yeast. If there’s a
chance you could be distracted and
forget about the beer you placed in
the freezer, don’t put it there!
1. If cold beer gets warm, cooling it
again will make it stale.
False. The fact is, beer experiences
substantial fluctuations in temperature
during shipping and that does not
affect its flavor. Of course, you don’t
want to subject your beer to excessive
heat, as that will certainly ruin your
beer. But the notion that beer can only
be refrigerated once is a myth.
5. Beer should be stored upright.
True. There are a few reasons why beer
should not be stored on its side. First,
you want the yeast sediment in the
beer to settle to the bottom. Yeast is
critical to the flavor of the beer, but if
it’s stored on its side, a “yeast ring”
will form along the walls of the bottle
and corrupt the flavor. Second, upright
storage limits the amount of beer that
is directly exposed to air, because the
neck is narrower than the barrel. This
slows the oxidation process and
prolongs the life of the beer. Finally,
upright storage is especially important
for corked beers. When a beer is
stored on its side, the cork remains in
contact with the beer and will
gradually corrupt the flavor.
2. Sunlight “skunks” beer.
True. “Skunky” beer, or beer with a
bad odor and rubbery taste, is the
result of a photo chemical reaction to
Clearly, summer is a big season for
beer consumption and getting your
storage issues right could directly
impact your bottom line.
Below are five commonly held beliefs
about storing bottled beer. Let’s see if
they are true or just a myth.
www.amoskeagbeverages.com HeadyTimes v.8 13
510 Hall Street
Bow, NH 03304-3105
Amoskeag Beverages and the New Hampshire Food Bank
Partner with The Boys & Girls Club
n average, hundreds of
children in New Hampshire
receive free or reduced-price
meals through their school’s meal
program, however during the summer
months many of these children are
left undernourished and hungry. On
May 1st Amoskeag Beverages
proudly kicked off their first official
Food Drive to benefit NH Boys &
Girls Clubs Summer Camp Programs.
Collection bins are located
throughout the Amoskeag offices
and warehouse. “Our goal is to
collect 3,000 nonperishable food
items by the end of June and to
organize another food drive in
October,” states Danielle Seybold
of Amoskeag Beverages.
O
“There is a misconception that the
NH Food Bank only serves
unemployed or homeless people, but
the reality is, they actually serve
more working families that just can’t
make ends meet,” says Seybold.
This time of year is especially hard
because hunger is not on the
forefront of people’s minds. The food
bank receives the majority of their
donations around the holiday season.
As the only food bank in the state,
the NH Food Bank is a vital
distributor and supplier to the
hunger relief agencies that serve
meals and provide groceries to
Amoskeag Employees (left to right) Marissa, Alison, Danielle and Lisa
people in this area who are
experiencing the negative impacts of
not having enough to eat. Amoskeag
Beverages and their employees are
eager to lend a helping hand!