Heady Times - All Star Distributing

Transcription

Fall 2015 | V.10
ALL STAR DISTRIBUTING
JOHN
GEIST
V.P. OF SALES
THE BOSTON BEER CO.
Retail Edge Seasonals The Beer Guy New Products Programs
W H Y C R A F T B E E R C O S T S M O R E A N D W H Y I T ’ S W O R T H I T | FA L L S E L E C T I O N S | M I L L E N N I A L S
Letter toTHE TRADE
I
T WILL COME AS NO SURPRISE TO YOU THAT THE
Hispanic population in the Lehigh Valley is growing. Every
year, census numbers show the rise. The latest data
says that one in five residents of Lehigh County alone is
Hispanic. That is a full 20% of the population and that figure
is from 2013. Even more tangible, are the new Hispanic and
Latino-owned businesses opening in the region.
As a retailer, these statistics could be significant to your
bottom line, so a report commissioned by several sales
and marketing agencies that specialize in the sale of
consumer package goods to the Hispanic shopper is timely
indeed. The study, which was discussed in the July edition
of Beverage Industry, is titled “The Why? Behind the Buy” U.S. Hispanic Shopper
Study. It reports that Hispanic shopper spending is up, but more importantly the report
revealed how these consumers shop and make purchase decisions. This information
is important to anyone concerned about capturing market share.
In This
ISSUE
Cover Story�� 1
Brewer Highlight�� 3
Christiana Beer Outlet�� 4
1760 Pub N Grille�� 5
The following are some of the findings reported in the study:
New Products�� 6
Spending and Income Are Growing: Hispanic shoppers are more optimistic
about their personal economies, which translates into more money spent on
food and beverages. Hispanic shoppers spend an average of $361 per month
on groceries versus U.S. shoppers who spend $331.
Seasonal Selections�� 8
Shopping is Not a Chore: Hispanic shoppers find pleasure in shopping and
view it as another way to spend more time with family. As a result, they are
more likely to share purchase decisions with their families.
Meals Matter: The dinner table, either at home or in a restaurant, takes center
stage in the Hispanic household, so meal requests from family members drive
what is purchased.
Technology Drives Spending: Hispanic shoppers are more digitally engaged,
outpacing the U.S. population. Online shopping and purchasing decisions,
influenced by social media, also outpace the general population.
Programs�� 18
Retail Edge�� 24
The Beer Guy�� 25
Hispanic consumers are fans of beer, imports and major domestics in particular,
but those are not the only beer categories on their radar. Hispanics are engaging
with craft beer both as consumers and as producers, and they’re poised to
influence the direction of the craft beer industry.
Forty-three percent of Hispanic consumers order craft beer in restaurants and
bars at least once a month, and three in 10 (31%) consume craft beer at home –
similar to what we see with the general population (44% on-premise and 30% at
home). What’s more, frequent craft-beer purchasers, as identified in Technomic’s
On-Premise Craft Beer & Cider study, skew toward Hispanic consumers.
This large and fast-growing ethnic group, whose drink decisions are often
influenced by food choices and the people in their party, will undoubtedly
continue to explore the entire category of beer and cider at the bar and in retail
stores. Be sure to offer these consumers a variety of products at different price
points and your efforts will result in better rings at the register.
As always, thank you for your business.
Sincerely,
Heady Times is published five times a year, courtesy
of All Star Distributing
Dominic Origlio
President
CoverSTORY
John Geist of The Boston Beer Co.
Brings New Drinkers to Craft Beer
M
ORE THAN THIRTY YEARS AGO, THE BOSTON BEER COMPANY
fired some of the first shots in the craft beer revolution when founder
Jim Koch began hand-selling his Samuel Adams Boston Lager.
For the last 17 years John Geist, the company’s Vice President of Sales,
has been one of Koch’s most effective co-conspirators in the brewery’s
continuing effort to deliver flavorful, balanced and innovatively complex
beers to America’s thirsty masses. Geist grew up in the metro Chicago
area and began his professional career working for Gallo. Not long after
that, he worked on the wholesale side of beer, wine and spirits before
accepting a position with Boston Beer. That was in 1997. Geist said he
was attracted to the company’s work ethic and passion for beer.
Many dyed-in-the-wool craft beer consumers name Sam Adams
Boston Lager as their go-to, always in the fridge, beer of choice.
Nationally it is the third best-selling beer. Coming
in at numbers eight and nine respectively are
Sam Adams Summer Ale and Rebel IPA.
With that kind of success, Heady Times
wanted to know what keeps
Geist soldiering-on. What new
challenges lie ahead for the
Boston Beer Company? Here’s what
he had to say…
“Our mission is to bring new drinkers
into the category. The industry isn’t
growing, so in order to create new
business opportunities it takes the
resources and innovation of a national
brand to recruit new drinkers by bringing exciting new products
to market, even if it’s an alternative to beer. Craft is now 11%
of the beer market. That’s a miracle; astonishing. But that also
means that we have 89% of the market left to attract. That
knowledge continues to fuel our rebellious spirit!”
For Geist and the entire Boston Beer family of brands, quality and
freshness are always “Job One”, but innovation really “revs” their
engines. At the Sam Adams Brewery in Boston, the company
has a nanobrewery where at any given time, there are dozens
of beers in development. Geist explains, “We can brew in small
batches, just less than a half barrel at a time. We can tweak
the type of hops, or the quantity of ingredients, then taste
the brew and tweak it. Having the
nanobrewery also allows visitors
to give us their opinions. Not to
mention, it’s fun.”
Another way the company revved its
innovation engine was through the
creation of an “incubator” company
called Alchemy and Science. In
2011 Koch recruited his friend Alan
Newman, co-founder of Magic Hat
Brewing Company, to
make great craft beer
in any way, place or
style that he thought
made sense. It is a
completely separate
organization that works
in an entrepreneurial
and creative way. Said
Geist, “As I mentioned,
we’re eager to recruit
open-minded drinkers
to craft and grow
the category. That’s
why Jim created
the nanobrewery
(which by the way, perfected the
Rebel IPA recipe) and teamed up with Alan.
These guys are still dedicated to growing
the category and they can because after
all these years, they have the resources to
do it. But they still have their eye-on-theprize which is to grow the value of beer
by always offering a better product with
quality ingredients like Coney Island Hard
Root Beer and the great shandys from
Curious Traveler. I love drinking them
all, in moderation of course, and I am
incredibly proud to sell them.”
Sadly though, there is a small down side
to success. Some consumers don’t think
excellent craft beers can be made in any
sort of large quantity. But Geist is not
deterred by this perception. Resting on
www.allstardistributing.net HeadyTimes v.10
1
CoverSTORY
their laurels, he maintains, is not an option.
Of their most recent endeavors Geist
commented, “We made sixty beers last year
and are continuing to brew a variety of new
and different styles of beer, which means
we’ve got something for everyone. We
saw a lot of excitement around two of the
newest members of our Rebel IPA family –
Rebel Rider session IPA and Rebel Rouser
double IPA”.
Geist admits that he gets excited about
releasing new beers and seeing them take
off. Always a bit understated, he calls the
experience “gratifying”. He continues, “Bars
need to offer drinkers a spectrum of beers
– some local, some national. Today’s beer
lovers expect to have broad choices. Their
preferences change from night to night,
and from occasion to occasion. Craft beer,
hard cider and even shandy drinkers are all
looking for the same thing – quality, flavor,
craftsmanship, and they like to know who is
brewing their beer or fermenting their cider.
I am gratified that Rebel IPA is positioned in
the top three IPAs.”
Indeed, one of Geist’s and the company’s
biggest challenges is making enough beer
so that their portfolio is more available
to everyone. The company’s Barrel Room
Collection is a case in point. These beers,
Geist admits, are hard to make. They take
time to age and the ingredients make them
more difficult to brew on a larger scale.
Says Geist, “The hardest thing for me is
when a customer lets us know they’re really
frustrated that they can’t find something in
their city or town.”
Outtakes
Good stuff that should have been in the article.
Q. Some people were surprised when your company came out with
Rebel IPA.
A. We’ve played in that space before. Fifteen years ago, we made
Sam Adams Boston IPA. Then there was Latitude 48 and White
Water IPA. Now we do Rebel, a West Coast style. Again, for us
it’s about bringing new drinkers into the category. And we make
the beers we like to drink. Rebel finishes smoothly. It’s nice and
balanced yet it has the citrus-pine flavors that drinkers expect. You
can’t get the new drinker with a hop bomb.
Q. You’ve really come out of the gate fast with Coney Island Hard
Root Beer. How does this product fit into your portfolio?
A. This was perfected by Alan Newman’s company, Alchemy and
Science. He believes craft beer is about experimentation, innovation
and bringing back lost brewing traditions. And it’s real beer made
with 2-row and caramel malts plus European hops. It goes through a
second fermentation that makes it a perfect root beer base.
Q. How does it taste?
A. Delicious. You get these great notes of vanilla, licorice and birch
from the Madagascar vanilla used. And it doesn’t have to be served
super cold to taste great.
Q. Some retailers are worried about Hard Root Beer on draught
staining the line. Should they be?
A. No. Regular draught line cleaning once a month is all that is
needed. Retailers should think of it like a fruit beer and not any kind
of a contaminant. Personally, I think on draught is the best way to
drink it, if you can get it.
Q. How is your “Freshest Beer” program going?
A. It is awesome. We ship the beer when it’s two or three days-old
so it gets to the wholesaler at three to five days-old. The consumer
really gets to taste the beer at its peak flavor. This is especially true
in your area because 95% of the core items that Sam Adams ships
to Philly come from the Lehigh Valley.
Q. The Lehigh Valley? That is about an hour away from downtown
Philadelphia.
A. Yeah. That makes us both national and local! Besides Jim [Koch]
always says that Philly is a special market because it’s where he
opened up the first, and only, Sam Adams brew pub. Yours was one
of the first cities in the country to embrace craft beer. I believe one
of the brewers was William Reed of Standard Tap fame – a great guy
with a great place to eat and drink!
Q. What do you want people to know about your boss, Jim Koch?
A. He is the hardest working guy in the company, and to this day,
is involved in everything from new beer recipes to working with us
in the market. I would want people to know that Boston Beer’s
commitment to quality and the culture of passion for beer all come
straight from Jim.
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HeadyTimes v.10 www.allstardistributing.net
BrewerHIGHLIGHT
Tony Magee
Lagunitas Brewing Co.
L
AGUNITAS IS KNOWN FOR ITS UNADULTERATED REPRESENTATION
of bold West Coast brews with quirky names and label designs.
Equally famous is its non-conformist founder Tony Magee, who
has been called a brewing genius with a great sense of humor. Magee
denies both of these assertions. The brewery was established in 1993
when Magee transitioned from a career in printing and music to one
in the craft beer industry. Twenty-two years later, Lagunitas, located
in Petaluma, California, is undeniably a success story. It is one of the
fastest growing craft breweries in the country (the 6th largest in America)
and one of the most beloved. Just 3 years ago, Lagunitas opened a
new brewery, located in Chicago’s Douglas Park neighborhood. The
300,000-square-foot brewery, with a 1.7 million barrel capacity, has
nearly doubled the brewery’s production since opening.
“Humor and optimism are the only philosophies that justify even getting
out of bed in the morning, which I do almost every day,” says Magee. His
humor and creativity shine through in many facets of his work including
the cool, retro Lagunitas beer labels, which he designs. “The reason
they have a retro look could be because I’m a total amateur
designer and have no idea what I’m doing.”
As a musician, Magee sees many similarities between music
and brewing, “Everything in life is a form of music. Music is
a language without words, one that everyone understands
regardless of culture or language. I see our brand as an
extremely long-form composition; a 20-year long symphony.”
As far as choosing which styles of beer to brew, Magee
again uses the symphony analogy, “If you’re lucky, and we
have been so far, then the composition takes on a life
of its own and the page talks back to you and tells the
composer what to write down. We certainly do things that
are interesting to us, but we are also very much in the
world, so we listen to it as well. In more ways than not,
I’d say that our customers have been driving the bus and writing
the recipes from the very beginning and we also like what they seem to
want. Was that as confusing for you as it was for me?”
Magee even published a book last year titled So You Want To Start A
Brewery? The Lagunitas Story. “It is as true as the day is long,” he says.
“The stories are ones we have told a thousand times and I just wanted
to write them down. When you’re living your life, you cannot connect
the dots looking forward, but looking back, the path seems obvious. By
writing it down and seeing how even the hard stuff was all so logical and
even inevitable, I think it gives us more confidence in our decisions going
forward into the murky future. I also thought that beer lovers might enjoy
a peek behind the curtain into the fear and rage that sometimes give
birth to something better than itself.”
Although he has not actually brewed for 23 years, Magee created the
recipes until recently. “I realized long ago that there are people who
are far better physical brewers than I ever was. But, as in music, if I
compose a string quintet, I might have written the notes on the page,
but I should not pretend to also play cello or French horn if I expect to
hear it back the way I wrote it down!”
Magee is excited about the
newest brewery in Chicago.
He explains how the idea
came about. “My wife Carissa
handles all of the brewery
scheduling and trucking
logistics. One morning she was
bemoaning the price of shipping
beer east, during California
harvest times and I asked her
how many trucks were now eastbound each week. She said ten.
I asked how much we paid for a
reefer-truck to NYC and she said
six grand. Chicago is a little less and Florida
is a lot more. So, I started thinking, ‘our
east coast markets are mostly growing at
80% to 150%. Ten trucks now will be 20
next year. Six thousand times 20 trucks
is $120,000… Whoa.’ I entered a $120k
payment into a mortgage calculator and
saw that I could borrow more than enough
to build a brewery with that amount.
Chicago was the obvious choice since I
knew the landscape there, but it is also the
trucking rail center of North America and
a beautiful city with a great 100-year-old,
beer-loving culture. It seemed obvious. A
week later I went and found the perfect
building and signed a lease right then and
there. Now you know the story.”
3
Off-PremiseSPOTLIGHT
Christiana Beer Outlet
M
IKE PEACE HAS WORKED IN THE BEER BUSINESS FOR MOST
of his adult life. After working for a wholesaler for 25 years,
he owned a distributor in Lancaster for five, before opening
Christiana Beer Outlet in Gap, PA. The business has seen many changes
over the years including upgrades and additions, and thanks to the
experience of Peace and his family, Christiana Beer Outlet is thriving in
southern Pennsylvania.
“Price, selection and service” are what Peace focuses on the most when
running his business, and any customer that visits the store can see how
wonderfully these pillars are manifested.
Both the parking lot and store are clean and well-lit;
although small factors, they are important when drawing
customers in. Additionally, the store’s location on State
Route 41 is within 30 miles of the Maryland and Delaware
borders. The spot is perfect for Pennsylvanians making
their way to the shore. Peace takes advantage of the influx
of passersby, and makes sure to keep his store neat,
organized and welcoming. Twelve cooler doors, added
earlier this year, display colorful 12-packs for customers
to grab and go, while the warm cases are arranged
meticulously in stacks and rows with competitive pricing clearly displayed.
“I keep my prices fair to keep people coming back,” says Peace.
He knows that you have to offer customers what they want or they
will shop elsewhere, so he is sure to keep up with the latest trends,
accepting suggestions from customers and sales reps alike. For those
customers who aren’t sure what they want, an outstanding staff of three
full-time employees (including Peace’s daughter) and a few part-time
employees are there to help. The staff is knowledgeable about every
product in the store; in fact many of them keep up with the beer industry
as a hobby. It’s safe to say that it’s rare for a customer to leave the store
not completely satisfied with their purchase.
While the selection is great, the service is top notch. As opposed to
going unnoticed in a big box store, Peace ensures each customer is
welcomed and offered assistance. On a daily basis, the store sees a
handful of new customers and plenty of regulars, all of whom are greeted
like old friends. Getting to know customers on a personal level is what
Peace enjoys most about his business. “You know their names, and you
get to know their families,” he says.
Peace is also active in the community. He supports local fundraisers and
hosts customer appreciation days with food and beer samples.
At the end of the day, all of Peace’s business decisions are made
with the future of the industry and customer demands in mind. He
outfitted his shop to accommodate the sale of 12-packs as soon as
the legislation was passed and he maintains that if laws change, he will
adjust accordingly.
There’s no doubt that Peace has cultivated a one-of-a-kind store in
Christiana, PA. For customers looking for great prices, an extensive
product selection and service that goes above and beyond, Christiana
Beer Outlet is the place to be.
4
Owner of Christiana Beer Outlet, Mike Peace
Christiana Beer Outlet, 360 State Route 41, Gap, PA
On-PremiseSPOTLIGHT
1760 Pub N Grille
J
UST THREE YEARS AGO, TWO FRIENDS STUMBLED UPON A
perfect business opportunity in Trexlertown. It was then that Floyd
Grym and Mike Hannah, current owners of 1760 Pub N Grill, bought
the struggling restaurant and brought it back to life. Today, the local pub
with a sports bar atmosphere and small town feel, is bustling every day
of the week.
When the business partners combined their talents, they became a dynamic
duo. The strengths of both men were integral in getting the new restaurant
up and running. Grym has been in the restaurant industry his entire life,
and after working for a sports bar chain, he knew that was the type of
establishment he wanted to own one day. Hannah, having previously worked
in construction, brought a solid management background to the table.
Floyd Grym and Mike Hannah, owners of 1760 Pub N Grill
The building that was to be the home of 1760 Pub N Grille was nearly three
centuries old and needed multiple renovations when the men purchased
it. New floors were installed, the kitchen was completely updated and
the restaurant expanded into previously closed off rooms, all before the
pub opened its doors to the public. Since opening, the tap system has
been upgraded to an impressive 20 draught lines, 32 televisions have
been installed to watch sporting events and the outside deck has been
refurbished to accommodate outdoor diners.
The food and beer selections were designed, and are continuously updated,
with the customers in mind. In the ever changing world of beer, the owners
let patrons to decide what to put on tap
with some help from All Star’s sales reps
and the popular website Beer Advocate. As
often as possible, menu specials feature
food and beer pairings. Every Tuesday,
tall, tasty glasses of Corona are served
alongside the 1760 Taco, a 12-inch
deep fried tortilla served with all the taco
fixings. The rest of the menu, which can be
described as “feel good food”, ranges from
French fries to filet and is diverse enough
to satisfy any appetite.
1760 Pub N Grill, 1176 Trexlertown Road, Trexlertown, PA
Grym and Hannah decided early on that this was to be a family-friendly,
neighborhood establishment. Both men’s families can often be found at the
restaurant, helping out where needed or socializing with customers. It’s clear
that, although this is an ideal place to enjoy a few cold ones, it is far from a
rowdy pub.
For families, foodies and sports fans alike, 1760 Pub N Grille is the place
to be.
5
NewPRODUCTS
Coney Island Brewing Co.
With spinning thrills, games of skill, treats
on the boardwalk, the Atlantic Ocean
and the horizon beyond, Coney Island
is the end of the earth; the place where
dreamers come together to share in the
best moments, the high hills of the roller
coaster ride called life. Coney Island Brewing
Company brews craft beer that captures the
spirit, flavor and romance that is Coney Island.
Coney Island
Hard Root Beer
Coney Island Hard Root Beer is a new twist on
an old favorite. With hints of vanilla, licorice
and birch, this brew will bring you back to
the boardwalk. ABV: 5.8% Package: 12 oz.
bottles only Availability: Now, year-round in
Berks, Lancaster, Lehigh and Northampton
Counties
Coney Island 1609 Amber Ale
1609 is not just a year. It’s
a landmark in time. When
explorers first set foot on
the massive dune along the
Atlantic, they set in motion a
chain of events that would one
day give us The Playground
of the World. And to that, we
drink. 1609 Amber Ale is bold
and deep with a full malt,
slightly nutty character and
strong citrus hop nose that celebrates the discovery of
Coney Island. ABV: 4.8% Packages: 12 oz. bottles
and draught Availability: Now, year-round in August in
Berks, Lancaster, Lehigh and Northampton Counties
Coney Island
Overpass Wheat IPA
This IPA is a tribute to those
artists, musicians and
renaissance souls who built a
community Down Under the
Manhattan Bridge Overpass
(D.U.M.B.O). Overpass IPA
is a deep golden, richly
aromatic IPA with a crisp
bitterness and big, juicy citrus
and hop aromas. ABV: 6%
Packages: 12 oz. bottles and
draught Availability: Now, year-round in Berks,
Lancaster, Lehigh and Northampton Counties
6
Coney Island
Mermaid Pilsner
Mermaids, those mysterious aquatic lovelies,
have popped up in legends since 1000 BC.
No scientific evidence has ever surfaced
to support their existence, but who are we
to argue with folklore. Mermaid Pilsner
is a light-bodied, crisp-drinking, nicely
hopped lager. A heavy-handed addition
of rye malt adds a mild spiciness that
is balanced by a light, fruity, floral hop
aroma. ABV: 5.2% Packages: 12 oz.
bottles and draught Availability: Now, yearround in Berks, Lancaster, Lehigh and
Northampton Counties
New Packaging & Name
Change for Rodenbach
Why does the Rodenbach brewery have more oak
aging capacity than all the U.S.? Because in its home
of Western Flanders, Rodenbach is the session beer
of choice. It is subtly tart, light-bodied and delivers
palate cleansing refreshment. The late, great beer
writer, Michael Jackson referred to Rodenbach as “the
Most Refreshing Beer in the World”. The Rodenbach
Brewery has launched new attractive
packaging for this
session sour ale.
Consumers will discover
that the Rodenbach
Brewery, the “Cathedral
of Sour Brewing,” not
only produces some of
the world’s most delicious
sours, but also the most
refreshing. Whether to
take to a tailgate or to
reward yourself after
raking leaves, refresh
yourself with a Rodenbach
Session. (Same UPC).
Guinness Nitro IPA
Guinness has re-imagined a traditionalstyle IPA infused with nitrogen for a
smooth, balanced finish. ABV: 5.8%
Package: 11.2 oz. cans only
Availability: Year-round, beginning
in October in Berks and Lancaster
Counties
NewPRODUCTS
Labatt Premiere Extra Light Lager
Shiner Wicked Ram IPA
Labatt Premiere is an extra light lager with the same
great premium taste of Labatt Blue and Labatt Blue
Light. ABV: 4% Packages: 12 oz. cans and bottles
Availability: Year-round, beginning in October in Berks,
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 and draught Availability: Year-round, beginning
in October in Berks,
Lancaster, Lehigh and
Redd’s Wicked Black Cherry
Redd’s is introducing a third flavor into the Wicked
Apple Family: Redd’s Wicked Black Cherry. Just like
Redd’s Wicked Apple and Wicked
Mango, Wicked Black Cherry is a
refreshingly hard ale with a smooth,
crisp, clean finish. It has fresh,
juicy notes of black cherry that
are perfectly balanced by crisp
apple. This is Cherry Off
the Chain! ABV: 8%
Package: 10 oz. cans,
16 oz. cans and 24 oz.
cans Availability: Now, yearround in Berks, Lancaster, Lehigh and
Samuel Adams
Downtime Pilsner
The wonder of brewing is that it’s always
evolving and building on what’s come before.
For this German pilsner, Sam Adams wanted
to showcase both new and heritage hops,
all grown in the original hop gardens of
Bavaria. The classic Noble hops offer floral
& spicy notes while new varieties bring a
fruity & citrusy character to this refined,
yet laidback golden pilsner. Crisp and
delicate, this brew is perfect for pairing
with lighter fare like arugula salad, sushi
or roasted chicken with lemon orzo.
ABV: 5% Packages: 12 oz. bottles and
draught Availability: Year-round, beginning
in September in Berks, Lehigh and
Small Town Brewery
Not Your Father’s Root Beer
Not Your Father’s Root Beer is a categorydefining craft ale brewed with unique
spices. An unrivaled evolution of timeless
American root beer in taste and color,
Not Your Father’s Root Beer has gained
broad appeal, ranging from discerning
craft beer drinkers to non-beer drinkers.
ABV: 5.9% Package: 12 oz. bottles only
Availability: Now, year-round in Berks and
Lancaster Counties
Flying Fish Variety Pack
Four great beers, including
three Great American Beer
Festival winners, are featured
in the new Flying Fish Variety
pack: HopFish IPA, Extra
Pale Ale, RedFish India
Red Ale and Abbey Dubbel.
Availability: Year-round,
beginning in September in
Lancaster, Lehigh and
7
SeasonalSELECTIONS
When Demand Exceeds Supply
Many of our craft seasonal and specialty releases are
available in limited or extremely limited quantities.
Breweries only produce a certain amount of their specialty
beers and All Star Distributing does all they can to get as
much product as possible. In addition, this publication is
compiled months prior to the decision made by the brewery
to allocate their products to the wholesaler. Variations in
the 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 All Star Sales Representative
to discuss similar options.
All Star also sends a craft email blast, biweekly to inform
customers of seasonal offerings that are available to you
immediately and ones that will be in stock soon.
If you are interested in receiving this email please
contact Mike Wagner at [email protected] with your
email address.
Seagram’s Escapes
Kick-Off Party Pack
Color your game day with
Seagram’s Escapes Kick-Off Party
Pack featuring Calypso Colada,
Jamaican Me Happy, Peach
Fuzzy Navel and Strawberry
Daiquiri. Availability: August in
Berks and Lancaster Counties
Shiner Oktoberfest
This award-winning Oktoberfest brew is made
with the highest quality 2-row barley,
Munich and caramel malts, along
with German grown Hallertau Tradition
and Hersbrucker hops. ABV: 5.7%
Packages: 12 oz. bottles, 12 oz.
cans and draught Availability: Now
in Berks, Lancaster, Lehigh and
Blue Moon Harvest Pumpkin Ale
Miller Lite Steinie Bottle
Blue Moon Harvest Pumpkin Ale
has a deep amber color and starts
out with assertive malty notes.
It is quickly balanced with the
perfect amount of harvest spices
like cinnamon, nutmeg, cloves,
and allspice, which provide a
smooth and clean finish. Harvest
Pumpkin Ale pairs well with beef
dishes and seasonal soups. This
popular seasonal is the second oldest Blue
Moon Brewing Company beer, so be sure to try it before
its short time is up! ABV: 5.6% Packages: 12 oz.
bottles and draught Availability: Now in Berks,
Miller Lite, the Original Lite Beer, is now back
in its original bottle! As a truly authentic beer
that allows you to be you, the original Miller
Lite Steinie bottle shows consumers the beer
in its most authentic form. The Steinie bottle
is only available for a limited time, so enjoy
it before it’s gone! Package: 12 oz. bottles
Availability: October in Berks and Lancaster
Counties
Blue Moon Brewmaster’s
Fall Seasonal Sampler
Don’t miss the flavors of
autumn with Blue Moon’s
Fall Variety Pack. Four
varieties have been Artfully
Crafted into one pack,
including the famous Blue
Moon Belgian White
Belgian-Style Wheat
Ale, White IPA, Cinnamon
Horchata Ale, and the new
limited-release Chai Spiced Ale. Availability: Now in
8
Miller High Life
Heritage Bottles
The Champagne of Beers has over 110 years of
history and a quality that has stood the test of time. To
celebrate these roots, Miller High Life will feature a line
of limited-edition, specially designed Heritage Bottles
inspired by its rich history. Point of sale that reinforces
the High Life heritage will support the bottles both on
and off-premise. Availability: October in Berks and
Lancaster Counties
SeasonalSELECTIONS
Jack-O Traveler
Pumpkin Shandy
Representing the darker side of
the Shandy, Jack-O is an alluring
beer, illuminated by the tastes of
fall. Brewed with real pumpkin
and spices, this brew strikes a
perfect balance between bright
refreshment and seasonal spice.
ABV: 4.4% Packages: 12 oz. bottles
and draught Availability: Now in
Berks, Lancaster, Lehigh and
A Variety of Travelers
Fall Expedition
This exciting seasonal mix
pack includes: Illusive
Traveler, a deceptively
delicious wheat beer brewed
with real grapefruit, Curious
Traveler, a wheat beer
brewed with fresh lemon
and just a touch of lime and
Jack-O Traveler, a pumpkin shandy
brewed with real pumpkin. Availability: Now in
Yuengling Oktoberfest
America’s Oldest Brewery is proud of
their German Heritage, and it shows in
Yuengling Oktoberfest. Copper in color,
this medium bodied beer is the perfect
blend of roasted malts with just the
right amount of hops to capture a true
representation of the style. ABV: 5.5%
Packages: 12 oz. bottles and draught
Availability: Now in Berks County
Yuengling Variety Pack
Once again, Yuengling is releasing their popular variety
pack this fall! The mixed pack boasts bold, bright colors
to catch the consumers’ eye and offers an assortment
of styles to satisfy the tastes of all your customers.
Included in the variety are: Yuengling Lager, Light
Lager, Black & Tan and Lord Chesterfield Ale. This
seasonal package creates attractive Thanksgiving and
holiday displays and
delivers incremental
profits during this
key selling season.
Availability: MidOctober in Berks
County
Beers of Mexico Fiesta Pack
The brews in the Beers
of Mexico Variety
Pack individually have
personalities; together, they
stand for a “Party in a Pack”
and offer something for
everyone. This year’s mix
pack includes: Dos Equis
Lager, Dos Equis Ambar,
Sol, Tecate and the new, limited-edition
Dos Equis Roja, a distinctive red lager crafted with
Mexican malted barley and hops. Bring something new
to the party! Availability: September in Berks and
Lancaster Counties
Newcastle Best of Britain
Variety Pack
Newcastle, together with the
Caledonian Brewery, is truly the
“Best of Britain.” Back again
and better than ever, the
Newcastle Variety Pack provides
truly authentic British beers
brewed in collaboration with one
of the oldest breweries in the
UK. The mix pack includes: the
old favorite Newcastle Brown
Ale, a returning variant Newcastle
Scotch Ale and new to the variety pack
Newcastle Foreign Extra IPA. While still brewed in
the drinkable Newcastle way, Scotch Ale and Foreign
Extra IPA are definitely BIG British beers with higher
ABVs and IBUs, making them the perfect choice for
the fall season. Availability: September in Berks,
Smirnoff Ice Moscow Mule
In 1941, Jack Morgan and John
G. Martin invented the Moscow
Mule cocktail by mixing Smirnoff
Vodka, ginger beer and a twist
of lime and serving it in an
ice cold copper mug. Over 70
years later, the Moscow Mule
is more popular than ever.
The malt-based Smirnoff Ice
Moscow Mule is absolutely
delicious served from the bottle,
cold over ice or in a copper mug! ABV: 5.8%
Package: 11.2 oz. bottles only Availability: September
in Berks and Lancaster Counties
9
SeasonalSELECTIONS
Great Lakes Oktoberfest
Samuel Adams OctoberFest
This über smooth Oktoberfest brew has vibrant
malt flavors and a festive flourish of noble
hops (lederhosen not included). ABV: 6.5%
Availability: Now in Berks, Lancaster,
Lehigh and Northampton Counties
Samuel Adams OctoberFest masterfully blends
together five roasts of malt to create a delicious
harmony of sweet flavors including caramel and
toffee. The malt is complemented by the elegant
bitterness imparted by the Bavarian Noble hops.
Samuel Adams OctoberFest provides a wonderful
transition from the lighter beers of summer
to the heartier brews of winter. ABV: 5.5%
Packages: 12 oz. bottles, 12 oz. cans and
draught Availability: Now in Berks, Lehigh and
Great Lakes Nosferatu
Imperial Red Ale
Ruby red in color, Nosferatu
has a toasty malt body lurking
beneath a stunning hop bite. ABV: 8%
Availability: September in Berks, Lancaster,
Angry Orchard Cinnful Apple
Cinnful Apple is tart and refreshing
with a spicy twist. The sweet,
slightly tart apple flavor is
balanced with cinnamon
spice, adding hints of cocoa
and a slight heat. ABV: 5%
Package: 12 oz. bottles only
Availability: Now in Berks,
Lehigh and Northampton
Counties
Angry Orchard Fall/Winter
Variety Pack
Angry Orchard’s new, seasonal mix pack includes the
refreshingly sweet and subtly dry Crisp Apple, the
uniquely spiced Apple
Ginger, the tart and
lively Green Apple
and the cinnamon and
cocoa infused Cinnful
Apple. Availability: Now
in Berks, Lehigh and
Samuel Adams Pumpkin Batch
This golden, hazy saison is brewed with pumpkin,
classic fall spices like cinnamon, ginger, nutmeg
and allspice, while spicy clove and fruit flavors are
imparted by the Belgian saison yeast. ABV: 5.6%
Package: 12 oz. bottles only Availability: Now in
Berks, Lehigh and Northampton Counties
Samuel Adams Fat Jack
Double Pumpkin
This rich and luscious brew indulges in
flavor with over 28 pounds of pumpkin per
barrel, for a full-bodied sweetness and deep
russet color. ABV: 8.5% Packages: 22 oz.
bottles and draught Availability: Limited
quantities available now in Berks, Lehigh
and Northampton Counties
Samuel Adams Fall Variety
This year’s fall variety pack features such Sam Adams
favorites as OctoberFest and Boston Lager as well as
the festive Harvest Pumpkin (only
available in this variety pack) and
the all new, Hoppy Red – a deep
red, amber hued IPA with layers of
caramel roastiness and a resinous
hint of white wine fruitiness from
the use of Nelson Sauvin hops.
Ella hops, native to Australia, add
soft floral notes and hints of anise.
Availability: August in Berks,
Flying Fish OktoberFish
The 2013 Great American Beer Festival Silver Medal winner is back for another season. A
beautiful reddish color, a savory malt profile and nice hop flavor make this Fest beer quite
drinkable. OktoberFish is great with food and especially great with Lederhosen. ABV: 6%
Packages: 12 oz. bottles and draught Availability: September in Lancaster, Lehigh and
10 HeadyTimes v.10 www.allstardistributing.net
SeasonalSELECTIONS
Harpoon Octoberfest
Harpoon Octoberfest is a malty
tribute to fall, balanced by a gentle
hop bitterness. The character
and complexity of this Marzenstyle beer comes from its blend
of six different malts. Full-bodied,
smooth and malty with a medium
hop bitterness, this legendary
beer is brewed with festivals
in mind. ABV: 5.3% Packages: 12 oz.
bottles, 12 oz. cans and draught Availability: Now in
Berks County
UFO Pumpkin
Imagine a pumpkin vine wound its way in
a field of barley, and a brewer harvested it
all to make a beer. Add Northwestern hops
and a blend of spices, and you’ve got UFO
Pumpkin. The malt combination provides a
smooth body and slightly sweet flavor, which
balances perfectly with the earthy notes
derived from the pure pumpkin. And like all
UFO beers, UFO Pumpkin is UnFiltered so all
the wonderful flavors are right there in your
glass. ABV: 5.9% Packages: 12 oz. bottles and 12 oz.
cans Availability: Now in Berks County
Harpoon Fall Tailgater Mix Pack
Harpoon had football, fall and fun
times with friends in mind when
they came up with this gamewinning mix pack of Harpoon
favorites including: Harpoon
IPA, Harpoon Octoberfest, UFO
Pumpkin, and new this year,
Harpoon Take 5 Session IPA!
Coronado Punk’In Drublic
This Imperial pumpkin ale is brewed with brown
sugar, honey, cinnamon, nutmeg, allspice and
a heaping helping of would be jack-o-lanterns.
Whether in a pumpkin patch or on the beach,
enjoy autumn’s trademark flavors along with
a hint of West Coast character. ABV: 8%
Availability: September in Berks, Lehigh
Narragansett
Town Beach IPA
Town Beach IPA is a session ale
brewed with pale, cara pils and wheat
malts, and an assortment of three of
the finest hops (Hallertau, Nugget,
EKG). It is then dry-hopped with
Citra at the finish to deliver a wellrounded hop profile. Crisp, clean and
fruity with just the right amount of
bitterness, this golden amber-colored IPA is perfect for
early fall drinking. ABV: 4.7% Packages: 16 oz. cans
and draught Availability: Now in Berks, Lancaster,
Narragansett Lovecraft
Reanimator Helles Lager
Chapter 2, or the third release in
Narragansett’s Lovecraft series,
Reanimator Helles Lager is a
collaboration with Sean Larkin’s Revival
Brewing. Made with an invigorating blend
of pale and pilsner malts and Northern
Brewers and Hallertau hops, this golden,
dry lager is dry-hopped for a traditional
Bavarian offering, with an elegant, spicy
character. Just as Dr. Herbert West
became obsessed with reanimating
the dead, so too did Narragansett
become obsessed with reviving their Bock. ABV: 6.5%
Package: 16 oz. cans only Availability: September in
Narragansett Allie’s Donuts
Double Chocolate Porter
The 3rd installment in Narragansett’s
“Hi Neighbor Mash-Up Series,” Allie’s
Donuts Double Chocolate Porter is
made in collaboration with Rhode
Island’s favorite family-owned donut
shop. Frederick Alvin
Briggs opened Allie’s
Donuts in the summer
of ‘68. With neighborliness
and determination, the family has
succeeded in keeping the shop “old
fashioned” and the donuts delicious. This
special, chocolatey mash-up is made
with chocolate malt and cocoa nibs to
deliver on the double-chocolate promise.
ABV: 5.5% Package: 16 oz. cans
only Availability: September in Berks,
www.allstardistributing.net HeadyTimes v.10 11
SeasonalSELECTIONS
Peak Hop Harvest
Oktoberfest
Fall is hop harvest time, when hops are
most ripe and pungent (stick your nose
in a glass, you’ll see). In this unique spin
on a classic style, rich malt dances with
remarkable, aromatic hops. ABV: 4.9%
Dinkelacker Oktoberfest Märzen
Amber in color, this beer has a strong,
dense white head with great
retention. You will detect
pleasant aromas of caramel
and honey with a good balance
of malt and fruity notes.
Oktoberfest Märzen has a
rich, textured palate with
an underlying sweetness,
true to tradition. Extremely
smooth and easy to
drink, this is a great beer
for celebrating. Brewed
according to the German
Purity Law, all connoisseurs
and lovers of unusual beers will
enjoy Dinkelacker Oktoberfest Märzen.
ABV: 5.7% Packages: 11.2 oz.
bottles, 16.9 oz. cans and draught
Availability: Now in Berks, Lehigh and
Ayinger Oktober Fest-Märzen
This perennial favorite returns
to the U.S. this fall! Named
the “World’s Top Oktoberfest,”
by Ratebeer, Ayinger Oktober
Fest-Märzen is big in flavor,
but with Ayinger’s signature
elegance. Gold in color with
brilliant clarity, this seasonal
lager has a slightly sweet,
malty nose and a medium
to big body. New this year,
Ayinger Oktoberfest will be
available in 11.2 oz. bottles!
ABV: 5.8% Packages: 11.2 and 16.9 oz. bottles
and draught Availability: Now in Berks, Lehigh and
Woodchuck Fall Harvest
The fall harvest brings farmers and communities
together to celebrate another year of fruitful
labor. It’s a time of shorter days, cooler nights
and great apples. This cider has a complex
and elegant character, full of apple, cinnamon
and nutmeg, balanced by a hint of American
white oak. Just like apple pie, Fall Harvest
is a true taste of the season. ABV: 5%
Packages: 12 oz. bottles, 12 oz. cans and
draught Availability: Now in Berks and
Lancaster Counties
Woodchuck
Private Reserve Pumpkin
Private Reserve Pumpkin is a rare and limited
cider that features pumpkin in its most pure
form. No spices, no frills, just delicious pumpkin.
The naked pumpkin profile plays perfectly
against the red culinary apple varieties used in
this unique cider. ABV: 5.5% Packages: 12 oz.
bottles and draught Availability: Now in Berks
and Lancaster Counties
Woodchuck Out On A Limb:
Hot Cha Cha Cha
Whether a steak on the grill or droplets on the
sun beaten pavement, it’s all about the sizzle,
and Woodchuck cha cha’d that sizzle right
into a bottle! Hot Cha Cha Cha will sting your
taste buds with bird’s eye chili peppers infused
into a small batch, hard cider. The peppers
complement the bittersweet cider apples and
bring out a sweet taste up front with a hot and
spicy bite at the finish. Lookin’ for some extra
heat? Grab a bottle, take a sip and let’s do the
Hot Cha Cha Cha! ABV: 5.5% Packages: 12 oz. bottles
and draught Availability: September in Berks and
Lancaster Counties
Spring House Braaaiins!
This pumpkin ale is brewed with
generous amounts of real pumpkin
blended into the mash. The subtle
fresh pumpkin flavor is enhanced by
the addition of a touch of traditional
autumn spices and sweet dough,
thus creating a beer with an orange
amber color, warm pumpkin aroma,
a bold malt center and a crisp finish. Braaaiins! is
a balanced and delectable fall treat, suitable for
zombies. ABV: 7.2% Packages: 22 oz. bottles and
draught Availability: Now in Lancaster, Lehigh and
SeasonalSELECTIONS
Heavy Seas
The Great’er Pumpkin
In the most worthy of pumpkin patches and
during the silence of the midnight hour, the
Great’er Pumpkin rises up and pours a rich
deep and burnished orange color. Heady
aromas of bourbon, cinnamon, ginger, allspice
and clove linger seductively over the thick,
white head of this tremendous brew. It’s love
at first sip as the full malt body, dominated
by British crystal malt, brown sugar and
pumpkin, slowly washes over your tongue,
while the bourbon barrel aging rounds out
the flavors with notes of oak, vanilla, and
bourbon. This fall seasonal pairs well with
crisp autumn weather, crunchy fallen leaves
and the knowledge that the kids will be
asleep soon, so you can raid their Halloween
candy. ABV: 10% Packages: 22 oz. bottles and
draught Availability: September in Berks, Lehigh and
Heavy Seas
Winter Storm Category 5 Ale
Winter Storm draws on hops from the West
Coast and the UK for its pronounced bitterness.
A mix of pale and darker malts give the beer
its tawny color and bigger body. True to the
style, Winter Storm’s aroma is of nutty
malts and earthy hops. Due to its warming
qualities, this is a perfect fall and winter
beer. ABV: 7.5% Packages: 12 oz. bottles
and draught Availability: October in Berks,
Dogfish Head Kvasir
With the help of biomolecular archaeologist
Dr. Patrick McGovern, Dogfish Head created
this Ancient Ale from the Nordic climes of
Scandinavia. The recipe for Kvasir was
developed with the help of chemical, botanical
and pollen evidence taken from a 3,500 year‐
old Danish drinking vessel. The vessel, made of
birch bark, was found in the tomb of a leather‐
clad woman who Dr. Pat says was probably an
upper-class dancer or priestess. The analysis
pointed to the ingredients used in this unique
brew: wheat, lingonberries, cranberries, myrica
gale, yarrow, honey and birch syrup. The
base of Kvasir is a toasty red winter wheat,
with bog-grown berries delivering a pungent tartness.
While a handful of hops are used, the earthy, bitter
counterpunch to the sweet honey and birch syrup
comes from the herbs. ABV: 10% Packages: 25 oz.
bottles and draught Availability: September in Berks,
Dogfish Head Punkin Ale
A full-bodied brown ale with smooth hints of
pumpkin and brown sugar, Punkin Ale is brewed
with pumpkin meat, brown sugar and spices.
As the season cools, this is the perfect beer
to warm up with. ABV: 7% Packages: 12 oz.
bottles and draught Availability: September
in Berks, Lancaster, Lehigh and
Green Flash Treasure Chest
Green Flash Green Bullet
Green Flash co-founder and breast cancer
survivor, Lisa Hinkley began the Treasure Chest
program in 2011 to support breast cancer
charities in her hometown. Today, Green
Flash is committed to “brewing it forward”
from coast to coast as Treasure Chest makes
its national bottle debut! This fruit-forward
IPA features Mosaic hops enhanced by the
addition of fresh grapefruit. It is balanced by
prickly pear juice, and hibiscus flowers give
the beer a naturally pink hue. A portion of
the proceeds from all Treasure Chest beer
sales are donated to regional breast cancer
charities. ABV: 5.7% Packages: 22 oz.
bottles and draught Availability: September
in Berks and Lancaster Counties
Green Flash Brewing Co.
announces the 2015
return of Green Bullet,
a triple IPA made with
Green Bullet hops from
New Zealand. Green
Bullet is full-bodied with
a soft pine and citrus
hoppiness up front,
tropical notes of mango
and pineapple, and a
moderately aggressive
dry and bitter finish. It is remarkably well-balanced for
such a potent brew. ABV: 10.1% Packages: 12 oz.
bottles and draught Availability: September in Berks
SeasonalSELECTIONS
Leinenkugel’s Oktoberfest
Leinenkugel’s Fall Explorer Pack
Oktoberfest is arguably the world’s greatest
festival, and Leinenkugel’s Oktoberfest is
the perfect beer for anyone who wants to
join in the festival’s spirit. It’s a traditional
Märzen-style beer that has a toasted
malt flavor and subtle, spicy hop notes
that make it perfect for celebrating fall in
true German fashion. Pair Leinenkugel’s
Oktoberfest with German fare like brats,
spaetzles, sauerbraten, and salty pretzels with
mustard. ABV: 5.1% Package: 12 oz. bottles, 12 oz.
cans and draught Availability: Now in Berks and
Lancaster Counties
Enjoy the best of fall with
Leinenkugel’s Explorer
Pack. Explore autumn four
ways with Harvest Patch
Shandy, Oktoberfest,
Leinenkugel’s Helles
Yeah, and Heart of Oak,
Leinenkugel’s newest beer.
Inspired by gatherings around
a roaring bonfire surrounded by tall
oak trees, Leinenkugel’s new Heart of Oak brings
together the tradition of a malty Vienna lager with the
bold complexity of oak, toast, and caramel reminiscent
of those perfect moments. Availability: Now in Berks
Leinenkugel’s Big Eddy
Über Oktoberfest
Once dubbed “the finest water in the
world,” the Big Eddy Spring runs through
the heart of Chippewa Falls and has been
the lifeline of the Leinenkugel Brewing
Company since 1867. Leinenkugel’s
Big Eddy series lives up to the rich
and mighty legacy of its name. Über
Oktoberfest is no exception and is über
in every respect. With a tawny orange hue
and a heavy hand of toasted malts and spicy hops,
Big Eddy Über Oktoberfest is dry hopped for added
hop complexity and a bolder take on a traditional
Oktoberfestbier style. ABV: 8.5% Package: 12 oz.
bottles only Availability: Now in Berks and
Lancaster Counties
Leinenkugel’s
Harvest Patch Shandy
Bring out the best of the season with
Leinenkugel’s Harvest Patch Shandy. It’s a
traditional Weiss beer that is blended with
notes of nutmeg, allspice and clove for a
flavor that makes you think of homemade
pumpkin pie and pairs just right with fall.
It’s the perfect pumpkin shandy to pick this
season. For an added touch of fall flavor,
try pairing it with spicy beef chili or caramel
flan. ABV: 4.2% Packages: 12 oz. bottles,
12 oz. cans and draught
Availability: September in Berks
Leinenkugel’s Fall Shandy
Can Sampler
Leinenkugel’s Shandy Can Sampler
Pack includes the best of the
season. Sample four shandy
varieties including Harvest Patch
Shandy, Ginger Shandy, Orange
Shandy, and Cranberry Ginger
Shandy. Enjoy fall with your friends
and neighbors around a fire pit
with this perfect fall sampler pack.
Availability: September in Berks and
Lancaster Counties
Stoudts Brewers Reserve
Pumpkinfest
This medium-bodied, amber colored
lager is exceptionally smooth and
balanced. It is made with the perfect
amount of roasted pumpkin, vanilla,
nutmeg, cinnamon and clove to give
it a delicious pumpkin pie flavor,
perfect for the harvest season.
ABV: 4.5% Packages: 12 oz. bottles and draught
Availability: Now in Berks, Lancaster, Lehigh and
Stoudts Oktoberfest
Only the finest imported ingredients
are used to brew this traditional
German-style Oktoberfest. Mediumbodied and amber colored, this fall
beer elegantly combines a touch of
malty sweetness with a subtle aromatic hop character.
AVB: 4.5% Packages: 12 oz. bottles and draught
SeasonalSELECTIONS
Long Trail Pumpkin Ale
Magic Hat Wilhelm Scream
When the nights grow cold and the
moon hangs low, we carve out a space
for Pumpkin Ale’s great return. Artfully
brewed with all natural pumpkins,
Pumpkin Ale features a slightly sweet
finish from additions of cinnamon,
nutmeg and ginger that deliver a wellbalanced brew reminiscent of grandma’s
pumpkin pie. The perfect drink for the
fall season, pumpkin beers date back to colonial
America when malted barley was sparse and pumpkins
grew in abundance. Long Trail continues the tradition
with this seasonal treat that’s ripe for the pickin’.
ABV: 5.5% Packages: 12 oz. bottles and draught
Wilhelm Scream is ripe with fall flavors of
pumpkin, cinnamon, nutmeg and caramel
malts. Medium-bodied and the color of orange
setting suns, it finishes similar to the way we
finish summer: with just a hint of bitterness.
ABV: 5.4% Packages: 12 oz. bottles and
draught Availability: Now in Lancaster,
Long Trail Harvest Barn Ale
The culmination of a long growing
season, the autumn harvest comes
once a year. Long Trail marks
the end of summer with the
release of seasonal brown ale,
Harvest. Vermont maple syrup
added during the brewing process
yields a lasting sweetness on
the palate that’s guaranteed
to warm your soul. ABV: 4.4%
Availability: Now in Berks, Lancaster, Lehigh
Long Trail Brush & Barrel
Series Imperial Pumpkin
This seasonal treat is brewed in small
batches with pumpkin, cinnamon, ginger,
nutmeg and cloves as well as plenty of malts
and a touch of bitterness for the perfect
balance. ABV: 8% Package: 22 oz. bottles
and draught Availability: Now in Berks,
Lancaster, Lehigh and Northampton
Counties
Long Trail Fall Survival Pack
This seasonal sampler
from Long Trail includes
Long Trail Ale, India
Pale Ale, Harvest
Barn Ale and Pumpkin
Ale. Availability: Now
in Berks, Lancaster,
Lehigh and Northampton
Counties
Magic Hat Night of the
Living Dead Variety Pak
The Night of the Living
Dead Variety Pak contains
#9, Jinx, Hi #9 and
Wilhelm Scream – a
group of beers carefully
selected to scare the
howl out of autumn
thirsts and exorcise
the season’s most
frightening fluid cravings.
Availability: Now in Lancaster, Lehigh and
Magic Hat Fall
CANtastic Variety Pak
The Fall CANtastic Variety
Pak from Magic Hat is a
potable performance of beers
currently on tour. They’re
ideal for wherever your
dancing, hiking, grooving,
moving spirits take you.
The mix pack includes
#9, Dream Machine
and Wilhelm Scream.
Availability: Now in Lancaster,
Coney Island Freaks of Fall
Variety Pack
Coney Island’s fall variety pack
includes the brewery’s three
core beers: 1609 Amber Ale,
Mermaid Pilsner, Overpass
IPA and their fall seasonal,
Freaktoberfest – a hauntingly
complex, deep amber-colored,
pumpkin and espresso
ale. Availability: Now in
Berks, Lancaster, Lehigh and
SeasonalSELECTIONS
Saranac Pumpkin Ale
Stegmaier Oktoberfest
Made with the perfect blend of cinnamon,
allspice, cloves, ginger and lots of real pumpkin,
Saranac Pumpkin Ale is a hearty fall brew.
Nearly 3000 pounds of real pumpkin is added
directly into the mash cooker with the brewery’s
specialty malts. The amount of pumpkin takes
up over 10% of the total weight of the mash,
making for a delicious real pumpkin flavor. Try
it with butternut squash soup, aged cheddar
or pumpkin pie. ABV: 5.1% Packages: 12 oz.
bottles and draught Availability: Now in Berks
Stegmaier Oktoberfest is brewed as a
traditional German-style Marzen. It is a
deep reddish-brown lager brewed with
traditional German malt and hops to give
the beer a full toasted character with a
touch of sweetness. Aromas of sweet
pumpernickel bread make this the ideal
beer to welcome the autumn season.
ABV: 6.1% Package: 12 oz. bottles only
Availability: August in Berks, Lancaster,
Saranac Octoberfest
Saranac founder, F.X. Matt, learned the art of
brewing in Germany, so naturally this beer is
brewed in the same German tradition (passed
down through four generations). Made with
Perle and Saphir hops, combined with crystal
and caramel malts for a nicely toasted malt
character and deep caramel color, Saranac
Octoberfest is rich and malty with a medium
body, making it the perfect pairing for stews and
bratwurst. ABV: 5.4% Package: 12 oz. bottles
only Availability: Now in Berks and Lancaster
Counties
Saranac 12 Beers A Falling
Saranac 12 Beers A Falling is
both a seasonal and a variety
pack that appeals to the craft
consumer who is looking for
great fall brews. This year’s
mix pack includes: Pumpkin
Ale, a hearty beer brewed with
pumpkin, cinnamon, allspice
and ginger, Octoberfest, a
rich, malty beer, aged slowly in the Munich tradition,
Dark-tober(fest), an Octoberfest that truly embraces
its dark side and Legacy IPA, inspired by the brewery
founder’s original IPA recipe, this beer features a blend
of historic, traditional and innovative hops for a heavenly
aroma and full-bodied flavor. Availability: Now in Berks
Stegmaier Pumpkin Ale
Award-winning Stegmaier Pumpkin Ale is
full-bodied with hints of pumpkin pie, brown
sugar and spices. This ale is brewed with
real pumpkin and slowly aged to bring out
the full aromas and tastes. It’s a wonderful
way to savor fall’s best flavors. ABV: 5.5%
Stegmaier Grand Hoppa
Double IPA
Grand Hoppa is the first
release of limited, small
batch brews in the new
Stegmaier Cellar Series!
The finest barley and
specialty malts are used
to form a sturdy malty
backbone, strong enough
to support a massive
amount of domestic
and imported hops. Dryhopped with Mosaic, Citra
and Galaxy, Grand Hoppa bursts with a distinctive citrus
and passion fruit aroma that perfectly coalesces with the
spicy and tropical fruit characteristics of the Summer
and Columbus hops. ABV: 8.9% Packages: 12 oz.
bottles and draught Availability: Now in Berks,
Straub Oktoberfest
Straub Oktoberfest is brewed in the classic Oktoberfest Marzen style. Three German
malts (Tradition, Crystal and Tettnang) are used to brew this beer to provide the
rich, bready malt character that creates the aroma of dried fruit with a bready taste.
The mild hop bitterness balances the sweetness and helps to create a balanced
“festbier” for your enjoyment. ABV: 5.7% Packages: 12 oz. bottles and draught
SeasonalSELECTIONS
Weyerbacher
Imperial Pumpkin Ale
This is the mother of all pumpkin
ales! It is heartier, spicier and more
“caramelly” and “pumpkiny” than its
faint brethren. Lots of pumpkin along
with cinnamon, nutmeg and a touch
of cardamom and clove give this beer
a spicy, full-bodied flavor. This truly
is an Imperial pumpkin ale. Pair it with a
slice of pumpkin pie and fresh whipped cream. ABV: 8%
Packages: 12 oz. bottles and draught Availability: Now
in Lehigh and Northampton Counties
Weyerbacher AutumnFest
AutumnFest is Weyerbacher’s
own unique twist on the German
Oktoberfest style. Copper-amber in
color, this fall beer is made with
Vienna and Munich malts for that
authentic Bavarian-style taste. Each
sip imparts a wonderful roastiness
of malt on the tongue, followed
by a smooth, consistent finish.
Wonderfully balanced with a clean,
velvety, slightly fruity taste, AutumnFest is
the perfect beer for the fall; a nice transition between
the lighter beers of summer and the darker, heavier
winter brews. Try it with pork, sausage or spicy Mexican
food. ABV: 5.4% Packages: 12 oz. bottles and draught
Availability: September in Lehigh and Northampton
Counties
Weyerbacher Althea
A Belgian-style Dubbel brewed with plums, Althea
is a beautiful, dark, fruity ale conceived and
brewed by former New Jersey Sales Representative,
Natalie DeChico. Every year, hundreds of women
in Pennsylvania’s Lehigh Valley are diagnosed
with breast cancer. For many of these women,
this means countless doctor visits, months of
treatment and more. All too often this means
lost wages and insurmountable bills during what
is possibly the most trying time in that woman’s
life. For every bottle of Althea sold, Weyerbacher
will donate $1 to The Pink Ribbon Fund to help
women battling breast cancer to cover such
costs. Through the sale of Althea beer and
t-shirts, Weyerbacher donated a total of $16,851
to The Pink Ribbon Fund in 2014! Althea is
a unique and delicious way for beer lovers to
support women in their fight against breast
cancer. ABV: 7.7% Package: 25 oz. cork and
caged bottles only Availability: September in
A Weyerbacher IPA for
Every Season
Weyerbacher will soon be
introducing two new, limitedrelease, IPA series. Simply named
“IPA” and “Double
IPA”, these series will
feature a new recipe
for each new release.
IPA will be available in spring and summer, while Double
IPA will be available in fall and winter. The first release
this fall will be a red double IPA made with Simcoe,
Columbus and Pilgrim hops. Check Weyerbacher.com for
details coming soon!
Lagunitas The Hairy Eyeball
A roasty, toasty, malty, smoothish hangover-halting
beer, The Hairy Eyeball is specially formulated
for when you wake up feelin’ like you need to
shave your eyeballs to see the new day. Try this
dangerously chocolatey brew with a big burger and
fries. ABV: 9.4% Packages: 22 oz. bottles and
draught Availability: October in Lehigh and
Lagunitas Brown Shugga’
This “Dangerously Slammable” brew is
especially irresponsible. Try it with any baked
treats made with traditional pumpkin-pie
spices. Brown Shugga’... How come you taste
so good? ABV: 9.9% Packages: 12 oz.
bottles and draught Availability: October
in Lehigh and Northampton Counties
Lagunitas Born Yesterday
Fresh Hop Pale Ale
A newborn version of their re-born Pale, Born
Yesterday is the brewery’s Pale Ale with added
wet, virgin, lupulin-drenched, un-kilned hops
for your immaculate reception. ABV: 7.5%
Availability: Limited quantities in October in
Mike’s Hard Blood Orange
Blood orange tantalizes with the unique taste
of Italian blood oranges and hints of grapefruit.
ABV: 5% Package: 11.2 oz. bottles only
Programs
Coors Light Halloween
Coors Light Football
Coors Light is always game-ready during football season,
bringing fans the refreshment and excitement they need to be
part of the action all season long. Showcase Rocky Mountain
Refreshment at retail with the Coors Light football-themed
tailgate cooler, which includes Bluetooth® speakers, LED
lights and a USB charger. Continue to encourage purchase by
communicating the “Receipts for Seats” promotion. After a
consumer makes a qualifying purchase of Coors Light, they will
be able to send a text to get a link to a promotional website
where they can upload an image of their receipt for a chance
to win game tickets and other game-ready prizes.
Halloween is a huge holiday for beer
sales, especially with Millennials.
Half of this key demographic plans to
throw or attend a party on Halloween.
Encourage consumers to bring the party
by grabbing some Coors Light for their
Halloween occasions. At neighborhood
bars, Coors Light will Refresh The Night
with events and drink specials in the
weeks leading up to Halloween. Use
thematic point of sale and glow-inthe-dark-cups to create a Halloween
party destination. Also back this year
is the Coors Light partnership with St.
Jude Children’s Research Hospital®.
Since the program’s inception in 1992,
over $76 million has been raised for
childhood cancer research. Do your
part in beating childhood cancer and
support Coors Light and St. Jude this
Halloween.
Keystone Light Hunting
Hunter or not, every guy loves the thrill of the hunt. This fall, Keystone Light
is amplifying the tried and true Can Hunt program. Consumers will be on the
hunt for the Great White Stone in 1 of every 15 cases of Keystone Light.
Additional cans will be designed to feature antlers that can be stacked on
the “White Stone.” The Great White Stone-themed instant-win promotion will
support Keystone Light’s Facebook promotion, where consumers will be able to
instantly win prizes like jackets, backpacks and gloves from RealTree®. Finally,
bring the program to life at retail with an impactful lineup of hunting-themed
display enhancers and POS tools.
Programs
Miller Lite:
Gear Up for Eagles Football
Fans of both the Philadelphia Eagles and Miller Lite
deserve something special to wear to show off their
team pride. Miller Lite gives those fans the opportunity
to earn authentic Eagles gear each time they purchase
a 30-pack of Miller Lite. By entering a unique packaging
code via mobile and desktop web sites, Eagles fans
earn points and can redeem them for authentic Eagles
gear! Look for specially marked Eagles Miller Lite
packaging to participate.
Coors Light Lehigh
Valley Phantoms®
Glassware
For the first time in this partnership’s
history, Coors Light will produce
custom Lehigh Valley Phantoms
glassware this fall! The new 16 oz.
bar glasses will sport logos of both
Coors Light and the hockey team.
Bring in Phantom fans by creating a
game-watching destination with these
limited-time glasses!
Miller Lite Halloween
Halloween has become one of
the most popular holidays with
Millennials. This October, Miller
Lite will help encourage one of
their favorite Halloween-season
activities: movie watching.
Partnering with CinemaNow®, an
online movie-streaming service,
Miller Lite will give away online
movie rentals with the purchase
of Miller Lite. Consumers take a
picture of their receipt and upload
it using a computer or smartphone.
Create a thematic Halloween
destination on-premise with a
series of classic-horror-film-inspired
movie posters and keep the
party going!
Programs
Red Bull
Sound Select
Red Bull Sound Select is a longterm initiative that celebrates
local music and the people that
push it forward: hard working
artists, passionate fans, and
tastemakers that shape scenes.
It’s part artist development
program, part event series, part
digital product, part partner
network, all working together
to bring artists and fans closer
together to break music. Each
month, Red Bull hosts “Sound
Select Presents” nights in 14
cities around the U.S. including
Philadelphia! Each show is
curated by local music influencers
and boasts local artists and a
headlining act.
Red Bull wanted to build
something that’s valuable for both
artists and fans, bring them closer
and help them understand what
gets the other’s feet moving. For
fans, this means providing a place
where they can discover emerging
artists, get tickets to local shows
and exclusive content based on
shows they’ve attended, bands
they’ve listened to, tweeted about,
and posted images of on social
channels. Over time, Red Bull will
show how fans’ efforts are helping
make their favorite bands even
bigger. They will also show artists
which fans are really making a
difference so they can give those
fans the props they deserve.
Dos Equis Masquerade
This Halloween, don’t wait for your
friends to take the lead in the
festivities. Take a page (or two) from
The Most Interesting Man’s little
black book, and your Halloween
experience could get people
talking almost as much about the
holiday as they do about the MIM’s
Masquerade. Dos Equis is providing
consumers with the tools to steal
the show with access to the MIM’s
intriguing entourage.
Innovative and eye-catching displays
leveraging the Dos Equis brand
equity provide one-stop shopping
solutions for Masquerade shoppers.
A strategic partnership with Evite
provides a complete party-planning
guide for a more interesting
Halloween celebration. Not only can
shoppers get advice from the MIM’s
party experts, they also have a
chance to win tickets to his epic
Masquerade in New York City.
Before your big party, look inside
the MIM’s little black book.
Make it Strongbow Season
As the summer winds down,
consumers begin a new routine as
the fall season commences. More
occasions are spent at home with
friends and family. Though the
carefree times of summer may be
over, it doesn’t mean consumers
have to lose spontaneous moments
of enjoyment. Strongbow will remind
consumers of this by communicating
the benefits of this hard cider over
ice as they get together with friends.
Messaging will drive shoppers to
retail and encourage purchase for
these impromptu gatherings as
consumers stop at the store on the
way home after work or buy drinks
during a night out with friends.
Beautiful imagery with the liquid and
glass tumbler will attract shoppers
and remind them of the refreshing
taste of Strongbow over ice.
Programs
#GameDayLager
Sweepstakes
Yuengling Oktoberfest
Untappd Sweepstakes
This fall, Yuengling is running an
Oktoberfest sweepstakes on Untappd (a
social media network for beer enthusiasts).
From 8/30 through 9/26, users that checkin drinking a Yuengling Oktoberfest at an
on-premise account will receive a Yuengling
Untappd badge within the app. From 9/27
through 10/31, if a user checks in three
times drinking a Yuengling Oktoberfest, they
will be entered to win 1 of 5 Oktoberfest
t-shirts or a grand prize pack that includes
a Yuengling bean bag chair, tailgate rug,
football and tailgate hoodie!
Join in the game day excitement with
Yuengling’s #GameDayLager Sweepstakes
starting on September 10th. Fans will be
encouraged to post their best Yuengling
Lager football pics to Twitter or Instagram
with #GameDayLager or enter on
Yuengling.com/Football for a chance to win
an autographed Yuengling Football, a Man
Cave package or an Ultimate Tailgate package
including a Webber Grill, tailgate table and
football party kit. With these top prizes, there
are plenty of reasons to get in the game
this fall!
Where There’s Smoke There’s Shiner
Is there anything better than meat and beer? Of course not.
And no serving of BBQ is complete without an ice-cold Shiner
beer. To celebrate this Texas tradition, Shiner has partnered with
Texas Original Pits to offer consumers a chance to win their very
own Shiner-branded smoker! Handmade in Houston, these top
quality, firebox-equipped smokers are some of the best in the
business – guaranteed to last a lifetime and perfect for both
grilling and smoking. The 2015 Shiner Smoker Sweepstakes will
run from August 1st through October 31st. On November 2nd,
five lucky winners will be selected from the entry site at Shiner.
com. Chow down and drink up with Shiner!
Programs
Woodchuck Backyard
Cider House Pub Contest
The days are getting shorter and the air is a bit
cooler. Fall is the best time of the year, and it’s
time for new traditions like Cider Days. Everyone
has their favorite weekend activity and the one
common denominator is Woodchuck Cider,
the perfect complement for fall fun. This year,
Woodchuck is going to celebrate Cider Days in
grand style be giving away authentic backyard
Cider House Pubs to three lucky consumers!
Yes, that’s right, three Woodchuck fans will
win an authentic backyard Cider House Pub, a
little bit of Vermont in their own back yard! The
8’x12’ cider pub comes complete with a fully
functional bar counter and draught taps (2 line
kegerator), a drink fridge, shelving for cider and
glasses, high bar stools, Woodchuck branded
décor, lights and power outlets – a retail value of
$12,000! Winners will enter to win via text or at
woodchuck.com.
Guinness
A True Brew of
Halloween
Halloween is becoming
a huge night for drinkers
and what better way to
celebrate the dark and
mysterious holiday than
with a beloved dark
and mysterious brew?
This Halloween, invite
consumers to celebrate
Halloween in a way only
Guinness can.
Cheers to
Ladies With Game
Smirnoff Ice celebrates female
football fans by establishing
the brand as a major part
of their football watching
experience. Through events,
sweepstakes and shopping
solutions, Smirnoff Ice will be
front and center with female
football fans, helping to
enhance their game-watching
celebrations. Cheers to Ladies
With Game!
Programs
Corona Football Sweeps
Coach Jon Gruden returns in 2015! This
football season, Corona will launch a brand
new, national retail promotion with on and
off-premise POS, prominently featuring Coach
Gruden, to encourage consumers to pick
up and share Corona. Additionally, footballloving Corona fans everywhere will be asked
to share the way they experience game day
by submitting their photos on Facebook or
Twitter using #CoronaFootballSweeps. By
submitting a photo, consumers will be entered
for a chance to win a VIP Vegas getaway to
watch the Big Game! Five lucky winners (and
a guest) will be flown to Las Vegas for a 3
day, 2 night stay in Las Vegas with tickets to
Corona’s VIP Super Bowl Viewing Party.
Celebrate The Day of The Dead with Corona and Modelo Especial
Día de los Muertos or Day of
the Dead, is a traditional holiday
celebrated by the Mexican culture
on November 1st and 2nd every
year, which honors the lives of
those who have passed on with
festivities that include food and
drinks and decorative elements like
candles, skulls and marigolds. The
holiday is being celebrated more
and more in the U.S. by Hispanic
and multicultural communities as
a more authentic and intriguing
alternative to Halloween.
Following the success of last year’s
campaign, Modelo Especial will
continue to position itself as the
brand that authentically celebrates
Día de los Muertos in 2015.
Modelo has partnered with artist
Steve Simpson to create the look
and feel of the campaign. All-new
POS elements and merchandise
will be available to showcase
Modelo Especial as the brand that
respectfully honors and celebrates
the memories of those who have
departed.
For 30 years, Simpson has been
applying his multi-disciplinary skills
to creative projects. His interest
in Mayan carvings led him to
discover Día de los Muertos. Using
a variety of sources for inspiration,
his approach is a mix of traditional
imagery and his own personal
experiences.
Corona is joining the festivities
this year with the brand’s first-ever
national campaign celebrating Dia
de los Muertos! The new campaign
will increase awareness and drive
purchase of Corona on this special
occasion that celebrates life. As the
holiday grows in popularity, Corona
will capture new drinkers with
vibrant and contemporary POS and
a new collection of merchandise.
RetailEDGE
Millennials
By George Latella
In the last issue we discussed
Segmentation and Target Marketing.
Segmentation involves putting people
into groups based on criteria that
allow you to describe them. It can
be characteristics like demographics
(age, gender, ethnicity, income,
education etc.), geographics (where
they live, work, shop), psychographics (attitudes, interests,
lifestyles) and behaviors (how they use your product/
service).
Millennials are an example of how we segment consumers
based on age. Millennials were born from about 19811997. The other groups based on this segmentation are
Generation X (1965-1980), Baby Boomers (1946-1964),
Depression Era (1930-1945), Greatest Generation (Born
before 1930). Generation Z was born after 1997 and are
still a few years away from significantly impacting food and
beverage companies.
Some interesting facts regarding Millennials:
In their book Millennials Rising, the Next Great Generation,
William Straus and Neil Howe identified Millennials with
the following characteristics: feeling special, confident,
sheltered, team oriented, achievers, pressured, and
conventional.
Organic (+28%) products. (Nielsen 2014)
My colleague at Saint Joseph’s University, Dr. Richard
George has been studying Millennials for the past few
years. He recently presented his findings and has allowed
me to share some of his work with you. Millennials are
now the largest generation in the U.S. with over 75 million
people with $1.3 trillion dollars in spending power per
year. However, we know very little about their food and
beverage thought process.
Some defining moments for this generation are the Space
Shuttle Columbia, Desert Storm, 9/11, Columbine, and
the worst economy since the great depression. They grew
up in a very structured, busy and over-planned world.
Technology (computers, cell phones, tablets) and the
Internet are a huge part of their lives.
One of the questions Dr. George asked was why they ate
at a bar/restaurant over the past month. Top responses
included:
In the mood for a particular food...............................61%
Wanted to treat myself.............................................51%
Need a break from reality.........................................51%
No time to prepare/eat.............................................45%
Get together with friends/family.................................37%
Celebration.............................................................22%
• T hey check their smartphones 45 times a day on
average.
• 67% use at least two devices (phone, tablet,
laptop) daily.
• 32% will pay a premium for healthier products.
• They are driving growth of Natural (+24%) and
• Older Millennials (25-34) spent 14% less time
watching TV in 2014 versus 2012.
• Younger Millennials are dropping even faster,
spending 19% less time watching TV.
Finally, he looked at how Millennials use technology. 86%
said that the smartphone was their primary mobile device
versus tablets at 14%. They use their phones to view
websites, menus, check for specials, discounts, make
reservations, order food and beverages, and pay for them
as well.
So what does this mean for you and your business?
You need to understand how your Millennial customers
think about your business. This could be as simple as
talking and listening to them directly or hiring someone
to conduct some basic marketing 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 according to the way they live. It will
positively impact your bottom line!
And remember, marketing is a race with no finish line.
George Latella teaches Food Marketing at Saint Joseph’s
University in Philadelphia. Food Marketing, the largest major
at Saint Joe’s, recently celebrated its 50th anniversary. Latella
is also a partner in Beacon Marketing Group which provides
marketing planning, research and e-commerce/direct marketing
communications for food and beverage companies. He can be
reached at [email protected] or 610-660-2254.
The BeerGUY
Why Craft Beer Costs More and Why It’s Worth It
By Steve Hawk
The old expression,
“champagne taste
on a beer budget”
implies that beer
is a low class or
inferior beverage.
That’s just not
true. Craft beer,
as the name suggests, is an artisanal
product in every sense of the word.
And just like gourmet food, people
are willing to pay more for a premium
product.
So WHY does craft beer cost more?
First and foremost, craft breweries
generally tend to be much smaller
than commercial breweries and
therefore face numerous business
Craft beers can also take much
longer to develop. Some craft beers
are aged for months or even years
to enhance the flavor. This process
delays sales, which also contributes
to the price.
To learn how craft breweries handle
their challenges, I went straight to
the source. Here is a recap of what
I learned from one company who
literally makes it their mission to
produce high quality craft beer…
Mike Cadoux of Peak Organic
Brewery in Portland, Maine said
their number one priority is always
taste. He is a strong proponent of
organic ingredients, which he and
his co-owners first started using
Craft beer is a premium product.
Craft brewers aren’t as concerned
with moving individual units of
merchandise, but rather creating
something that stands on its own as
a liquid embodiment of their vision.
The craftsmanship, personality and
story behind the beer is worth a
little extra.
Although I am sure everyone reading
this article already has a strong
appreciation for craft beer, I hope
this information reminds you why
great beer costs more money. I
began this article with an axiom and
I’ll end with one, too. Put simply,
“You get what you pay for!”
“The craftsmanship, personality and story
behind the beer is worth a little extra.“
challenges. They purchase their
ingredients in smaller quantities,
have less negotiating and buying
power with their suppliers, and their
overhead is likely to be higher overall.
Additionally, profit margins tend to be
lower, so the only way to compensate
for the difference is to sell their
beers at a higher price.
By its very nature, craft beer is
more costly to produce. The beers
usually have a particular flavor profile
which requires specialty ingredients.
These may include a unique variety
of hops, special ingredients like
fruit, chocolate and coffee or in
some cases, organic ingredients.
Additionally, craft beers often
contain higher quality ingredients,
which make them even more costly
to make.
while homebrewing. They noticed
immediately that beer develops a
much more defined flavor when only
organic ingredients are used. Of
course, “going organic” was neither
easy nor cost effective for their
company. When they started this
endeavor in 2006, organic versions
of even the most basic brewing
ingredients, such as hops, were very
limited. They had to convince farmers
to expand their market and eventually
benefited from the huge surge in
the organic food movement overall.
But, Peak doesn’t preach organic.
Consumers can make that decision
for themselves. They prefer to let
their beer “speak for itself,” and are
confident that the taste alone will win
consumers over.
All Star Distributing
1000 Patriot Parkway
Reading, PA 19605
Yuengling PA Proud
America’s Oldest Brewery began in Pennsylvania and
their roots run deep here. To thank PA beer drinkers for
their support and drive excitement on-premise, Yuengling
Lager is rolling out the “Respect. It’s Earned.” program,
featuring a PA-wide, on-premise “Keep-the-Pint” Promo
and #MyLager Instagram Contest. Fans will be encouraged
via social media and on POS to post their pictures to
Instagram using #MyLager to be entered to win prizes.
Winners will be selected at random on December 1st.
Great prizes from such PA brands as Equinox Camping
Gear, Roundtop Mountain Resort Adventure Package, Jim
Thorpe EZ Whitewater Rafting and Tour will be awarded.
Open Bond’s World
with Heineken
Heineken is building excitement
in the weeks leading up to the
Spectre film premiere by inspiring
shoppers to “Open Bond’s
World” with every bottle. Bond,
like Heineken, is legendary. He
operates beyond his borders
through a heightened version
of reality. Buying and serving
Heineken provides men of the
world the opportunity to elevate
their movie nights and “Be
More Bond.”
This program delivers an
exclusive experience to
consumers with unique
bottle-scan activation and
entertainment that unlocks
access to movie ticket giveaways,
exclusive content, and tickets to
the premiere!
Strategic partnerships with
Fandango and LogoGrab will
enable shoppers to experience
a premium event. Point-ofsale materials and on-pack
CTAs will direct consumers
to Heineken.com for a “1 in
007” chance to win two movie
tickets to Spectre. This fall,
“Open Bond’s World” with every
Heineken bottle.

Heady Times - All Star Distributing

Transcription

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