Fall 2015 | V.13 AMOSKEAG BEVERAGES

JOHN GEIST V.P. OF SALES THE CO.

Retail Edge Seasonals The Beer Guy New Products Programs WHY CRAFT BEER COSTS MORE AND WHY IT’S WORTH IT | FALL SELECTIONS | MILLENNIALS Letter toTHE TRADE In This ISSUE

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Biederman’s Deli & �������5 S WE MOVE INTO THE MONTH OF AUGUST, IT’S TIME to look ahead to fall. Amoskeag has added to our menu of products, and we’ve got something for A New Products ���������������������6 every beer drinker out there. New data from the “Preferred Way to Beer” report, released by Civic Science in March, reveals how the majority of beer Seasonal Selections �������������7 drinkers prefer to drink their beer. The Draft Drinker is most likely male, 25-44 years-old, educated with a secondary degree, earning more than $75,000 annually and a homeowner, Programs ������������������������ 12 according to the online pole. The Bottle Drinker is more likely a woman between 35 and 54 years-old, with some college education, who is a parent and a homeowner, earning Retail Edge ���������������������� 16 between $25,000 and $75,000 a year. Lastly, the Can Fan is typically male between the ages of 45 and 54 (24%) or 65 and older (19%). This group is less educated with 57 percent having a The Beer Guy ������������������� 17 high school diploma / GED or some college education with no degree, earning a salary that ranges from less than $25,000 to $50,000 annually. Whether you fall into these demographics or not, Amoskeag Beverages takes great pride in bringing you the highest quality products with an unmatched selection and the best customer service around. We hope you enjoy the rest of your summer and we thank you for your continued business.

Ed Murphy Tom Bullock Kevin Emmons VP/General Manager President VP/Marketing Director

Heady Times is published four times a year, courtesy of Amoskeag Beverages. CoverSTORY John Geist of The Boston Beer Co. Brings New Drinkers to Craft Beer ORE THAN THIRTY YEARS AGO, THE fired some of the first shots in the craft beer revolution when founder MJim Koch began hand-selling his Boston . 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 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 and Rebel IPA. With that kind of success, Heady Times craft beer in any way, wanted to know what keeps place or style that he Geist soldiering-on. What new thought made sense. It challenges lie ahead for the is a completely separate Boston Beer Company? Here’s what organization that works he had to say… in an entrepreneurial “Our mission is to bring new drinkers and creative way. Said into the category. The industry isn’t Geist, “As I mentioned, growing, so in order to create new we’re eager to recruit business opportunities it takes the open-minded drinkers resources and innovation of a national to craft and grow brand to recruit new drinkers by bringing exciting new products the category. That’s to market, even if it’s an alternative to beer. Craft is now 11% why Jim created of the beer market. That’s a miracle; astonishing. But that also the nanobrewery means that we have 89% of the market left to attract. That (which by the way, knowledge continues to fuel our rebellious spirit!” perfected the Rebel For Geist and the entire Boston Beer family of brands, quality and IPA recipe) and teamed up with Alan. freshness are always “Job One”, but innovation really “revs” their These guys are still dedicated to growing engines. At the Sam Adams Brewery in Boston, the company the category and they can because after has a nanobrewery where at any given time, there are dozens all these years, they have the resources to of beers in development. Geist explains, “We can brew in small do it. But they still have their eye-on-the- batches, just less than a half barrel at a time. We can tweak prize which is to grow the value of beer the type of , or the quantity of ingredients, then taste by always offering a better product with the brew and tweak it. Having the quality ingredients like Coney Island Hard nanobrewery also allows visitors Root Beer and the great shandys from to give us their opinions. Not to Curious Traveler. I love drinking them all, in mention, it’s fun.” moderation of course, and I am incredibly proud to sell them.” Another way the company revved its innovation engine was through the Sadly though, there is a small down creation of an “incubator” company side to success. Some consumers don’t called Alchemy and Science. In think excellent craft beers can be made 2011 Koch recruited his friend Alan in any sort of large quantity. But Geist is Newman, co-founder of Magic Hat not deterred by this perception. Resting Brewing Company, to make great on their laurels, he maintains, is not an

www.amoskeagbeverages.com HeadyTimes v.13 1 CoverSTORY option. Of their most recent endeavors Geist commented, “We made sixty beers last year and are continuing to brew a Outtakes variety of new and different styles of beer, Good stuff that should have been in the article. which means we’ve got something for everyone. We saw a lot of excitement around two of the newest members of our Q. Some people were surprised when your company came Rebel IPA family – Rebel Rider session IPA out with Rebel IPA. and Rebel Rouser double IPA”. A. We’ve played in that space before. Fifteen years ago, Geist admits that he gets excited about we made Sam Adams Boston IPA. Then there was Latitude releasing new beers and seeing them take 48 and White Water IPA. Now we do Rebel, a West Coast off. Always a bit understated, he calls the style. Again, for us it’s about bringing new drinkers into the experience “gratifying”. He continues, “Bars category. And we make the beers we like to drink. Rebel need to offer drinkers a spectrum of beers finishes smoothly. It’s nice and balanced yet it has the – some local, some national. Today’s beer citrus-pine flavors that drinkers expect. You can’t get the lovers expect to have broad choices. Their new drinker with a hop bomb. preferences change from night to night, and from occasion to occasion. Craft beer, hard and even drinkers are all Q. You’ve really come out of the gate fast with Coney looking for the same thing – quality, flavor, Island Hard Root Beer. How does this product fit into your craftsmanship, and they like to know who is portfolio? brewing their beer or fermenting their cider. A. This was perfected by Alan Newman’s company, I am gratified that Rebel IPA is positioned in Alchemy and Science. He believes craft beer is about the top three IPAs.” experimentation, innovation and bringing back lost brewing Indeed, one of Geist’s and the company’s traditions. And it’s real beer made with 2-row and caramel biggest challenges is making enough beer malts plus European hops. It goes through a second so that their portfolio is more available fermentation that makes it a perfect root beer base. to everyone. The company’s Barrel Room Collection is a case in point. These beers, Geist admits, are hard to make. They take Q. How does it taste? time to age and the ingredients make them A. Delicious. You get these great notes of vanilla, licorice more difficult to brew on a larger scale. and birch from the Madagascar vanilla used. And it doesn’t Says Geist, “The hardest thing for me is have to be served super cold to taste great. when a customer lets us know they’re really frustrated that they can’t find something in their city or town.” 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. 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.

2 HeadyTimes v.13 www.amoskeagbeverages.com BrewerHIGHLIGHT Rob North Great North Aleworks

HEN YOUR LAST NAME IS NORTH AND YOU HAIL FROM Canada, which is known as the Great White North, and you W make beer… it only makes sense that you would name your brewery, Great North Aleworks! This is exactly what founder and brewer, Rob North has done. The brand new, state-of-the-art brewery, located at 1050 Holt Ave, Unit #14 in Manchester, will be up-and-running in late August for tastings and tours. This is music to the ears of all who have been anxiously awaiting the opening of the new brewery in the Queen City. “My wife, Lisa and I began experimenting with wine making and homebrewing years ago. We got involved in the local Brew Free or Die homebrew club in ,” says North. Less formally, the North’s would showcase their latest homebrews at the couple’s annual Memorial Day celebration. It soon became clear that their hobby was going to become something bigger. Today, Lisa, a Certified Cicerone, is the Treasurer of Brew Free or Die as well as the social media and events Rob and Lisa North, owners of Great North Aleworks coordinator for Great North Aleworks.

In 2009, North entered the Samuel Adams The large, open tasting room has a rustic Patriot Homebrew contest and triumphed feel with exposed brick, woodened accents over nearly 200 entrants. His winning and a stainless steel top. Here, guests Rauchbier, German for “smoked beer” was are able to sample some of Great North served and sold at Gillette Stadium during Alework’s hand crafted original beers as the New England Patriot’s season. Along with well as their interpretation of classic world bragging rights, North’s prize included the styles and experimental beers. opportunity to brew his beer at the Samuel Adams Boston Brewery with the support of Local beer geeks are buzzing about the the Sam Adams team of brewers, who are opening of Great North Aleworks and some of the best in the business. their crew is hard at work, assuring that the beer will be flowing. As North says, North then moved on to a stent as assistant “We are beer people, let’s have some brewer at Newburyport Brewing Company fun.” Stop by and check out this cool for a few years, all the while dreaming of new addition to Manchester’s beer scene. opening his own production brewery in Visit GreatNorthAleworks.com for more Manchester. Fast forward to 2015 as Heady information. Times is touring Great North Aleworks and seeing first-hand the inner workings of the brewery. “Having brewed beers with some of the best brewers in the business has given us the confidence to brew our beer on a large scale, and do it right,” says North. They have the capacity to brew 6,000 barrels of their flagship beers that include an India Pale Ale, a Robust Vanilla Porter and a Smokin’ Rauchbier. These, as well as Thai Dyed, a summer selection in their rotating seasonal line up, will be available in cans and on draught. Much time and research has gone into setting up a first-class brewing facility. Tours of the production area will be offered, allowing visitors to see the brewing process first hand. Visitors will also get a chance to check out their state-of-the-art brewing equipment which includes gleaming fermenters, kettles and mash tuns, as well as a packaging area. And their huge malt silo on the back side of the brewery is hard to miss. “Having our own malt silo sure makes it easier than moving around bags of grain,” says North, who buys the malt by the truck load.

www.amoskeagbeverages.com HeadyTimes v.13 3 Off-PremiseSPOTLIGHT BrewTopia ACK COOPER WAS A STUDENT AT KEENE STATE College, working at a local convenience store, when Z he got the bright idea to add a selection of craft beer to the store’s offerings. This was a bit unheard of at the time, but needless to say, once these sought-after beers were introduced, sales took off, and Cooper’s wheels started turning. He was tired of looking in vain for interesting beers in supermarkets and local convenience stores, while getting blank stares from the staff as he asked questions about the limited selection they did sell. Cooper was also frustrated that there were no homebrew stores around, the closest being about a two hour drive away. Things needed to change….

Cooper realized that the only way to get what you want Zack Cooper, owner of BrewTopia is to create it yourself. So, in 2011, along with his former business partner, Cooper created BrewTopia, the largest retail beer and homebrew supply destination in the state of New Hampshire. They chose a location on Washington Street in downtown Keene, after a dry cleaning store became available for purchase. A lot of blood, sweat and tears went into the conversion and re-model, but the effort was well worth it. In 2013, Cooper bought out his partner, and is now the sole owner of the beer haven. “You can buy all your homebrew equipment here, as well as grain, hops, and yeast, while shopping an extensive selection of beer, which makes us unique,” says Cooper. Cooper’s wealth of beer knowledge led to his nick name, “Encyclopedia Brewtanica.” He and his staff pride themselves on being extremely knowledgeable about beer and brewing, and they are happy to help customers find a new brew to take home, based on beers they have enjoyed in the past. Their inventory is made up of many adventurous beers, or ones that are “less represented in the market place,” says Cooper. With over 1,000 SKUs, beer aficionados have been known to spend hours cruising the aisles. Not Your Father’s Root Beer has been flying off the shelves this summer, in addition to other top sellers including Clown Shoes Space Cake and Baxter Stowaway IPA. BrewTopia also carries a large assortment of draught beer for those in need of beer for weddings, events and parties, or to simply enjoy at home. The store is large, clean and well lit, making it a joy to shop in. Not only is there a good variety of beer on the floor and shelves, BrewTopia also houses a large walk-in cooler and three additional free-standing coolers, loaded with beer. “While customers may not be familiar with everything on our shelves, we are confident that they will leave our shop with something spectacular,” says Cooper, who keeps his finger on the pulse of the latest and greatest beers available.

4 HeadyTimes v.13 www.amoskeagbeverages.com On-PremiseSPOTLIGHT Biederman’s Deli & Pub N ANY GIVEN DAY OR NIGHT OF THE WEEK, BIEDERMAN’S DELI and Pub is the place to be for Plymouth State University students O and local residents alike. This area landmark located at 83 Main Street in Plymouth, has been serving up award-winning sandwiches, bar fare and a lengthy list of cold beer for 40 years. Biederman’s Deli first opened in 1973 as The Cellar Pub. With two beers on tap, seven sandwich selections and Tony’s Frozen Pizza, “The Pub” quickly became a favorite of locals and college students, many of whom could be found watching their favorite team on the 19-inch “big screen” TV, playing foosball or choosing songs from the jukebox. When The Pub opened, Scott Biederman, a Plymouth State student, was hired to work nights tending bar and serving food. After graduating, Scott and Patti Biederman, owners of Biederman’s Deli & Pub he became the general manager with the dream of creating a place that locals could call home. In 1976 he and his future wife Patti, also a Plymouth State graduate and part-time waitress, took an adventurous step and purchased the business. The couple has been running the landmark pub ever since, making some changes and renovations along the way. “We’ve come a long way since the days of two draft lines,” says Scott. Boasting a varied selection of 26 taps, patrons are continually impressed with the beer menu. “At the Pub, we’ve always been ahead of the craft beer curve.” Here you’ll find the newest, hippest brews as well as some ol’ time favorites. Currently, their big sellers are Guinness Draught, Blue Moon Belgian White and Angry Orchard Crisp. Scott and Patti have embraced social media to promote the pub, with a presence on Facebook, Twitter and Instagram. And their website, biedermansdeli.com, is a great resource that includes upcoming events, draft specials, menus and information about their popular catering business. Biederman’s Deli & Pub welcomes their guests with a casual and relaxed atmosphere. The rafters and walls are lined with album covers and beer trays spanning the decades, and the signature moose head keeps watch from the wall. “It’s a nostalgic place for many of our customers who have been coming here since the mid-70s,” says Patti. It’s obvious that the sense of community is strong at this Plymouth watering hole and giving back locally is a main priority for the owners. “One of our main focuses is PSU athletics,” says Scott. Biederman’s has been providing traveling box lunches and dinners for athletes, in every sport, for decades. Scott and Patti also made a major contribution to their alma mater, purchasing a new Zamboni for the university’s state- of-the-art ice arena. The Zamboni 552 has been dubbed ‘the Zamboa,’ as a tribute to a popular sandwich at the restaurant. They’re also proud supporters of the Wounded Warrior Project and the National Breast Cancer Association, donating a portion of the proceeds from the sale of Biederman’s T-shirts to these great charities. This place is such a Plymouth institution that nobody can avoid its gravitational pull. One could even say, Biederman’s Deli & Pub has the recipe for success!

www.amoskeagbeverages.com HeadyTimes v.13 5 NewPRODUCTS Coney Island Brewing Co. Samuel Adams With spinning thrills, games of skill, treats Downtime Pilsner on the boardwalk, the Atlantic Ocean The wonder of brewing is that it’s always and the horizon beyond, Coney Island evolving and building on what’s come before. is the end of the earth; the place where For this German pilsner, Sam Adams wanted dreamers come together to share in the to showcase both new and heritage hops, all best moments, the high hills of the roller grown in the original hop gardens of Bavaria. coaster ride called life. Coney Island Brewing The classic Noble hops offer floral & spicy Company brews craft beer that captures the spirit, flavor notes while new varieties bring a fruity & and romance that is Coney Island. citrusy character to this refined, yet laidback golden pilsner. Crisp and delicate, this brew is Coney Island perfect for pairing with lighter fare like arugula Hard Root Beer salad, sushi or roasted chicken with lemon orzo. ABV: 5% Packages: 12 oz. bottles and Coney Island Hard Root Beer is a new draught Availability: Year-round, beginning in twist on an old favorite. With hints of September vanilla, licorice and birch, this brew will bring you back to the boardwalk. ABV: 5.8% Packages: 12 oz. Great North Aleworks RVP: bottles, 16 oz. cans and draught Robust Vanilla Porter Availability: Now, Year-round Robust Vanilla Porter is brewed with a blend of roasted and toasted malts, laying a rich foundation of coffee and dark chocolate flavors. Madagascar vanilla arrives Shiner Wicked Ram IPA late to the party, giving RVP its signature flavor and aroma. Always a crowd favorite, we know you’ll enjoy it Shiner’s first IPA starts with too. ABV: 6.5% Packages: 12 oz. cans and draught 2-row, caramel and wheat Availability: August malts which give a rich color and full body, while Bravo, Centennial and Crystal Great North Aleworks IPA hops provide a balanced This IPA is inspired by the bold and aromatic IPAs of hop profile. Wicked Ram is the West Coast. Generous hop additions give a bright, dry-hopped to capture the complex, juicy flavor with just the right malt balance to full essence of the hops. leave you longing for the next sip. Enjoy it fresh… GNA ABV: 6% Packages: 12 oz. will brew more. ABV: 7% Packages: 12 oz. cans and bottles and draught draught Availability: August Availability: Year-round, beginning in October Great North Aleworks Smokin’ Rauchbier Redd’s Wicked Black Cherry Smokin’ Rauchbier is an American take on a classic Rauchbier (German for smoked beer). It’s brewed with Redd’s is introducing a third flavor to the Wicked Apple Bamberg malt, smoked over a beechwood fire, hopped Family: Redd’s Wicked Black Cherry! Just like Redd’s with Hallertau Mittelfrüh, and fermented with California Wicked Apple and Wicked Mango, ale yeast. Smokin’ is aromatic and flavorful, just shy of Wicked Black Cherry is a refreshingly “bacon in a glass”. ABV: 5.5% Packages: 12 oz. cans hard ale with a smooth, crisp, clean and draught Availability: August finish. It has fresh, juicy notes of black cherry that are perfectly balanced by crisp apple. This is cherry off the chain! ABV: 8% Packages: 10, 16 and 24 oz. cans Availability: Now, year‑round

6 HeadyTimes v.13 www.amoskeagbeverages.com SeasonalSELECTIONS Samuel Adams OctoberFest When Demand Exceeds Supply Samuel Adams OctoberFest masterfully blends Many of our craft seasonal and specialty releases are together five roasts of malt to create a delicious available in limited quantities. Breweries only produce a harmony of sweet flavors including caramel certain amount of their specialty beers and Amoskeag and toffee. The malt is complemented by the does all they can to get as much product as possible. elegant bitterness imparted by the Bavarian In addition, this magazine is compiled months prior Noble hops. Samuel Adams OctoberFest to the decision made by the brewery to allocate their provides a wonderful transition from the lighter products to the wholesaler. Variations in production for beers of summer to the heartier brews of winter. some of these limited release offerings will fluctuate, ABV: 5.5% Packages: 12 oz. bottles, 12 and resulting in lower quantities than anticipated. If you 16oz. cans and draught Availability: Now! are interested in something you see in this publication and it is out of stock when you place your order, please Samuel Adams Pumpkin Batch contact your Amoskeag Beverages sales representative This golden, hazy is brewed with pumpkin, to discuss a similar product. 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% Moat Mountain Package: 12 oz. bottles only Availability: August Opa’s Oktoberfest Moat Mountain Samuel Adams Fall Variety Brewing Co. has This year’s fall variety pack features such Sam been crafting Adams favorites as OctoberFest and Boston NH Fresh Local Lager as well as the festive Harvest Pumpkin and (only available in this variety pack) and the all since 2000. This new, Hoppy Red – a deep red, amber hued IPA with autumn, enjoy layers of caramel roastiness Opa’s Oktoberfest, and a resinous hint of a German-style white wine fruitiness from lager of course! the use of Nelson Sauvin Amber in color, the nose has mild sweetness, toasted hops. Ella hops, native to bread, dried grass and faint spices. It is smooth and Australia, add soft floral slightly crisp with a medium body and an endearing notes and hints of anise. toasted malt flavor. Hints of biscuit and nuts, herbal Availability: August hop and spice lead to balanced bitterness and a clean, semi-dry finish. Showcasing Moat’s passion to create great ales and lagers, their Opa’s Oktoberfest has been lagering since spring. This is a true Märzen beer. Prost! Magic Hat Wilhelm Scream ABV: 5.20% Packages: 16 oz. cans and draught Availability: August Pumpkin Ale The distant drums of change are thumping, signaling Jack-O Traveler Pumpkin Shandy the coming of chilling frosts, falling leaves and ghoulish screams. In a patch ripe with orange glow, Representing the darker side of the Wilhelm Scream awakens and unleashes his shandy, Jack-O is an alluring beer, season-stirring call for fall. His revelers listen for illuminated by the tastes of fall. his echo across the ripened dancing days and Brewed with real pumpkin and spices, prepare their seasonal celebration of harvest this brew strikes a perfect balance and ale. Wilhelm Scream is ripe with fall between bright refreshment and flavors of pumpkin, cinnamon, nutmeg and seasonal spice. ABV: 4.4% caramel malts. Medium-bodied and the color Packages: 12 oz. of orange setting suns, it finishes similar to bottles and draught the way we finish summer: with just a hint Availability: August of bitterness. ABV: 5.4% Packages: 12 oz. bottles and draught Availability: Now!

www.amoskeagbeverages.com HeadyTimes v.13 7 SeasonalSELECTIONS Harpoon Octoberfest Saranac 12 Beers A Falling Harpoon Octoberfest is a malty Saranac 12 Beers A Falling tribute to fall, balanced by a is both a seasonal and a gentle hop bitterness. The variety pack that appeals to character and complexity of the craft consumer who is this -style beer comes looking for great fall brews. from its blend of six different This year’s mix pack malts. Full-bodied, smooth includes: Pumpkin and malty with a medium Ale, a hearty hop bitterness, this legendary beer brewed with beer is brewed with festivals in mind. pumpkin, cinnamon, ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans and allspice and ginger, Octoberfest, a draught Availability: Now! rich, malty beer, aged slowly in the Munich tradition, Dark-tober(fest), an Harpoon Pumpkin Cider Octoberfest that truly embraces its dark side and Legacy IPA, Locally harvested pumpkins and apples inspired by the brewery are combined with seasonal spices to founder’s original IPA recipe, craft this pure and natural craft cider. this beer features a blend ABV: 4.8% Package: 12 oz. bottles of historic, traditional and only Availability: Now! innovative hops for a heavenly aroma and full-bodied UFO Pumpkin flavor. Availability: August Imagine a pumpkin vine Saranac Pumpkin Ale wound its way in a field Made with the perfect blend of cinnamon, of barley, and a brewer allspice, cloves, ginger and lots of real harvested it all to make a beer. Add pumpkin, Saranac Pumpkin Ale is a Northwestern hops and a blend of hearty fall brew. Nearly 3000 pounds of spices, and you’ve got UFO Pumpkin. real pumpkin is added directly into the The malt combination provides a mash cooker with the brewery’s specialty smooth body and slightly sweet flavor, malts. The amount of pumpkin takes up which balances perfectly with the earthy over 10% of the total weight notes derived from the pure pumpkin. of the mash, making for And like all UFO beers, UFO Pumpkin is a delicious real UnFiltered so all the wonderful flavors pumpkin flavor. Try are right there in your glass. ABV: 5.9% it with butternut Packages: 12 oz. bottles, 12 oz. cans and draught squash soup, Availability: Now! aged cheddar or pumpkin pie. Harpoon ABV: 5.1% Packages: 12 oz. bottles, limited 32 oz. Fall Tailgater Mix Pack growlers and draught Harpoon had football, fall and fun times with friends Availability: Now! in mind when they came up with this game-winning mix pack of Harpoon favorites including: Harpoon IPA, Harpoon Octoberfest, UFO Pumpkin, and Shiner Oktoberfest new this year, Harpoon This award-winning Oktoberfest brew Take 5 Session IPA! is made with the highest quality Availability: August 2-row barley, Munich and caramel malts, along with German grown Hallertau Tradition and Hersbrucker hops. ABV: 5.7% Package: 12 oz. bottles only Availability: August

8 HeadyTimes v.13 www.amoskeagbeverages.com SeasonalSELECTIONS Sierra Nevada Oktoberfest Sierra Nevada Sierra Nevada’s on a mission to Narwhal Imperial Stout explore the roots of Germany’s Introducing the re-release of festival beers. Each year, they Narwhal Imperial Stout as part of will partner with one of a Sierra Nevada’s rotating 4-pack handful of incredible German High Altitude Series. Inspired by brewers to create a traditional the mysterious creature that take on the most famous dwells in the deepest Arctic seas, beer style in history. This Sierra Nevada brings you Narwhal year they’re working hand in Imperial Stout. Midnight black hand with Brauhaus Riegele and bold with notes of baker’s of Augsburg. Together they cocoa, dark roasted coffee, a created an authentic Oktoberfest beer, true to the roots satiny body and smooth refined of the festival. It’s deep golden in color and rich with finish, this beer invites you in complex malt flavor from the use of traditional German to enjoy the “depths” of malt flavor. Dive into the Steffi barley.ABV: 6% Packages: 12 oz. bottles and darkness with the most intense stout Sierra has ever draught Availability: Now! made and enjoy the flavors of this robust brew. This massive imperial stout is incredibly complex, rich, and Sierra Nevada Fall Pack intense and will develop in the bottle for years to come. Fall is a season defined by change, so Sierra loaded ABV: 10.2% Packages: 12 oz. bottles and draught this mixed pack to cover whatever the weather may Availability: September bring. Highlighting a range of flavors including citrusy hops and robust roasted malt, consider these beers the brewery’s Blue Moon Harvest Pumpkin Ale version of fall Blue Moon Harvest Pumpkin Ale foliage. This year’s has a deep amber color and pack includes: starts out with assertive malty Tumbler Brown notes. It is quickly balanced Ale, Flipside Red with the perfect amount of IPA, Vienna Lager, harvest spices like cinnamon, and Pale Ale. nutmeg, cloves and allspice, Availability: August which provide a smooth and clean finish. Blue Moon’s fall Sierra Nevada Harvest seasonal pairs perfectly with Northern Hemisphere beef dishes and seasonal soups. ABV: 5.6% Packages: 12 oz. bottles and draught Wet Hop IPA Availability: August Sierra Nevada is devoted to whole-cone hops, and they’re always on the hunt for rare and exciting hop Blue Moon Brewmaster’s flavors. Northern Hemisphere features hops from Fall Seasonal Sampler Yakima, WA, picked and shipped to the brewery within 24 hours to capture the aroma and flavor Don’t miss the flavors of autumn with Blue Moon’s when they’re most profound. The fourth in Fall Sampler. Four Artfully Crafted Blue Moon varieties Sierra’s five-bottle Harvest series, Northern are available in one exciting Hemisphere is loaded with complex, mix pack, including: earthy, green flavors and notes of rose, the famous Blue grapefruit and pine. Drink this IPA fresh Moon Belgian White and watch for the rest of this series that Belgian-Style Wheat explores diverse hopping methods: single Ale, the new White hop, fresh hop, wet hop, and wild hop. IPA, Cinnamon ABV: 6.7% Packages: 24 oz. bottles and Horchata Ale, and draught Availability: September the new, limited- release Chai Spiced Ale. Availability: August

www.amoskeagbeverages.com HeadyTimes v.13 9 SeasonalSELECTIONS Woodstock Inn Autumn Brew Narragansett Autumn Brew is by far Woodstock Town Beach IPA Inn’s most popular seasonal. A mild Town Beach IPA is a session ale brewed English brown ale, chestnut in color, with pale, cara pils and wheat malts, and with an apple and cinnamon aroma, an assortment of three of the finest hops this brew is described as apple pie (Hallertau, Nugget, EKG). It is then dry- in a glass, and what’s better than hopped with Citra at the finish to deliver that? ABV: 4.4% Packages: 12 oz. a well-rounded hop profile. Crisp, clean bottles, 12 oz. cans and draught and fruity with just the right amount of Availability: August bitterness, this golden amber-colored IPA is perfect for early fall drinking. Woodstock Inn Thru Hiker ABV: 4.7% Package: 16 oz. cans only Thru Hiker Pale Ale is a rye pale ale with a huge grain Availability: August bill. Made for the Thru Hikers that trek the Appalachian Trail during the summer Narragansett Lovecraft and fall, Woodstock Inn brews this Reanimator Helles Lager sensational seasonal in late August Chapter 2, or the third release in Narragansett’s for all to enjoy. The rye malt adds Lovecraft series, Reanimator Helles spiciness to the beer making it a Lager is a collaboration with Sean perfect choice for hikers everywhere. Larkin’s Revival Brewing. Made ABV: 7.9% Package: 22 oz. bottles with an invigorating blend of pale & only Availability: August pilsner malts and Northern Brewers and Hallertau hops, this golden, dry lager is dry-hopped for a traditional Switchback Märzen Bavarian offering, with an elegant, spicy Switchback Märzen is aged character. Just as Dr. Herbert West for six full weeks using a became obsessed with reanimating the traditional lagering process. dead, so too did Narragansett become Following in that tradition, obsessed with reviving their . the beer is naturally ABV: 6.5% Package: 16 oz. cans only conditioned, using the Availability: September yeast to create carbonation in the aging tank. Going Narragansett Allie’s Donuts through a slow, multi-step fermentation process Double Chocolate Porter allows this beer to highlight the best characteristics The 3rd installment in Narragansett’s of a lager. It is all about the malt and the hops, “Hi Neighbor Mash-Up Series,” Allie’s with the yeast staying in the background flavor-wise, Donuts Double Chocolate Porter is keeping the beer exceptionally clean, crisp, and made in collaboration with Rhode refreshing. Like all Switchback beers, Märzen is not Island’s favorite family-owned donut filtered. The clarity is from the long aging process, shop. Frederick Alvin Briggs opened whereby the cloudiness slowly settles out of the beer. Allie’s Donuts in the summer of ‘68. ABV: 5.2% Packages: 22 oz. bottles and draught With neighborliness Availability: September and determination, the family has succeeded in keeping the shop Mike’s Hard Blood Orange “Old Fashioned” and the donuts delicious. This special, chocolatey Blood oranges are sweet and a bit more mash-up is made with chocolate tart than traditional oranges, adding malt and cocoa nibs to deliver on an unexpected burst of flavor with a the double-chocolate promise. refreshingly different taste. From the groves ABV: 5.5% Package: 16 oz. cans of Italy to you – Mikes Hard Blood Orange! only Availability: September ABV: 5% Package: 11.2 oz. bottles only Availability: August

10 HeadyTimes v.13 www.amoskeagbeverages.com SeasonalSELECTIONS Stone 19th Anniversary Stone Mixed Pack Thunderstruck IPA The contents of this Stone Brewing Co. celebrates its anniversary year-round variety pack each year with the release of an Anniversary change throughout the Ale and this year is no exception. 19th year to include a new Anniversary Thunderstruck IPA is an Imperial offering each season. IPA brewed with 100% Australian Malt and The fall version includes Hops. ABV: 8.7% Packages: 22 oz. bottles Stone Cali-Belgique IPA, and draught Availability: Limited quantities Pale Ale 2.0, Ruination in August Double IPA 2.0 and Coffee Milk Stout! Stone Availability: September Enjoy By 10.31.15 IPA This intense, dry beer has very little malt Woodchuck Fall Harvest sweetness, but plenty of malt flavor to provide The fall harvest brings farmers and communities a background to the ginormous hop character. together to celebrate another year of fruitful A devastatingly fresh double IPA, Enjoy By labor. It’s a time of shorter days, cooler 10.31.15 IPA is made from an exquisite liquid nights, and great apples. This cider has a patchwork of more than a dozen hops and complex and elegant character, full of apple, should be enjoyed well before its shelf life cinnamon and nutmeg, balanced by a hint of in order to maximize the pungent glory that American white oak. Just like apple pie, Fall the beautiful, extreme hop profile provides. Harvest is a true taste of the season. ABV: 5% ABV: 9.4% Packages: 12 and 22 oz. bottles Packages: 12 oz. bottles and draught and draught Availability: Limited quantities Availability: Now! in September Woodchuck Stone Enjoy After 10.31.16 Private Reserve Pumpkin Brett IPA Private Reserve Pumpkin is a rare and limited This IPA is spiked at bottling with cider that features pumpkin in its most Brettanomyces, a wild yeast that, over time, pure form. No spices, no frills, just delicious brings about charmingly unpredictable pumpkin. The naked pumpkin profile complexities of spice, funk, acidity and plays perfectly against the red culinary more. Ideally, you’ll want to cellar this beer apple varieties used in this unique cider. up to – or beyond – the “Enjoy After” date ABV: 6.9% Packages 12 oz. bottles only to help reach its full evolutionary potential. Availability: August By then, some of the Brett characteristics will have mellowed, while others will have Woodchuck Out On A Limb: become more profound. It all matures into Hot Cha Cha Cha a fascinating and delicious culmination. Individual results will vary… and that’s Whether a steak on the grill or droplets on the both the beauty and intent behind this sun beaten pavement, it’s all about the sizzle, beer. ABV: 7% Package: 25 oz. bottles and Woodchuck cha cha’d that sizzle right only Availability: Very limited quantities in September into a bottle! Hot Cha Cha Cha will sting your taste buds with bird’s eye chili peppers infused Stone Coffee Milk Stout into a small batch, hard cider. The peppers complement the bittersweet cider apples and A bittersweet, creamy, coffee-laced milk stout, this bring out a sweet taste up front with a hot and brew has pronounced coffee and dark-roasted malt spicy bite at the finish. Lookin’ for flavors that contain hints of cocoa and licorice, some extra heat? Grab a bottle, made bittersweet and creamy with the addition take a sip, and let’s do the of milk sugar for a smooth and Hot Cha Cha Cha! ABV: 5.5% easy-drinking beer. ABV: 4.2% Package: 12 oz. bottles only Package: 12 oz. bottles only Availability: September Availability: September

www.amoskeagbeverages.com HeadyTimes v.13 11 SeasonalSELECTIONS Clown Shoes Guinness Nitro IPA Coffee Pecan Pie Porter Guinness has re-imagined a Each year Clown Shoes traditional-style IPA with a robust, hop- tweaks their Pecan Pie forward flavor and aroma. Through a Porter. For 2015, they late addition of Topaz and Celeia hops added cold brewed in the whirlpool, a big, bold, hoppy coffee from Atomic Cafe aroma bursts onto the scene, while in Beverly, MA. Smooth Admiral hops are added in the kettle porter flavors with sweet for a subtle bitterness that doesn’t roast and rich nutty linger long. The beer is then dry- notes were the result, hopped with Challenger and Cascade balanced with hints of hops to really elevate the hoppy, citrus cinnamon, vanilla, and aromas. To complete this wonderfully of course, pecan pie. ABV: 8% Packages: 12 and complex, yet perfectly balanced brew, it is infused with 22 oz. bottles and draught Availability: September nitrogen for a smooth, balanced finish. The distinct golden honey color from the roasting of premium grade barley is revealed after the trademark Guinness “Surge Smirnoff Ice Moscow Mule and Settle”. ABV: 5.8% Package: 11.2 oz. cans only Availability: October In 1941, Jack Morgan and John G. Martin invented the Moscow Mule cocktail, made with Smirnoff Vodka, ginger beer and a twist of lime, served in an ice cold copper mug. Over 70 years later, the Moscow Mule cocktail is more popular than ever! Smirnoff Ice Moscow Mule is delicious right from the bottle or over ice in a copper mug. ABV: 5.8% Packages: 11.2 oz. bottles and 16 oz. cans Availability: September

Programs

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, 2015. On November 2nd, five lucky winners will be selected from the entry site at Shiner.com. Chow down and drink up with Shiner!

12 HeadyTimes v.13 www.amoskeagbeverages.com Programs

Coors Light Halloween 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 occasion. At neighborhood Coors Light Football bars, Coors Light will Refresh The Night with events and drink specials in the Coors Light is always game-ready during football season, weeks leading up to Halloween. Use bringing fans the refreshment and excitement they need to be thematic point of sale and glow-in- part of the action all season long. Showcase Rocky Mountain the-dark-cups to create a Halloween Refreshment at retail with the Coors Light football-themed party destination. Also back this year ® tailgate cooler, which includes Bluetooth speakers, LED is the Coors Light partnership with St. lights, and a USB charger. Continue to encourage purchase Jude Children’s Research Hospital®. by communicating the “Receipts for Seats” promotion. After a Since the program’s inception in 1992, consumer makes a qualifying purchase of Coors Light, they will over $76 million has been raised for be able to send a text to get a link to a promotional website childhood cancer research. Do your where they can upload an image of the receipt for a chance to part in beating childhood cancer and win game tickets and other game-ready prizes. support Coors Light and St. Jude this Halloween.

Keystone Light Hunting Hunter or not, every guy loves the thrill of the hunt. This fall, from September through November, 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.

www.amoskeagbeverages.com HeadyTimes v.13 13 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 an authentic backyard Cider House Pub to three lucky consumers! Yes, that’s right, three Woodchuck fans will win an authentic backyard Cider House Pub, a little bit of 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 Cheers to with a beloved dark Ladies With Game and mysterious brew? This Halloween, invite Smirnoff Ice celebrates female consumers to celebrate football fans by establishing Halloween in a way that the brand as a major part only Guinness can. 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!

14 HeadyTimes v.13 www.amoskeagbeverages.com 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, football- loving 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 respectfully honors and celebrates the Dead, is a traditional holiday the memories of those who have celebrated by the Mexican culture departed. on November 1st and 2nd every For 30 years, Simpson has been year, which honors the life of applying his multi-disciplinary skills those who have passed on with to creative projects. His interest in festivities that include food and Mayan carvings led him to discover and decorative elements like Día de los Muertos. Using a variety candles, skulls and marigolds. The of sources for inspiration, his holiday is being celebrated more approach is a mix of traditional Dia and more in the U.S. by Hispanic de los Muertos imagery and his own and multicultural communities as personal experiences. a more authentic and intriguing alternative to Halloween. Corona is joining the festivities this year with the brand’s first-ever Following the success of last year’s national campaign celebrating Dia campaign, Modelo Especial will de los Muertos! The new campaign continue to position itself as the will increase awareness and drive brand that authentically celebrates purchase of Corona on this special Día de los Muertos in 2015. occasion that celebrates life. As the Modelo has partnered with artist holiday grows in popularity, Corona Steve Simpson to create the look will capture new drinkers with and feel of the campaign. All-new vibrant and contemporary POS and POS elements and merchandise a new collection of merchandise. will be available to showcase Modelo Especial as the brand that

www.amoskeagbeverages.com HeadyTimes v.13 15 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 Some interesting facts regarding Millennials: based on age. Millennials were born from about 1981- • They check their smartphones 45 times a day on 1997. The other groups based on this segmentation are average. Generation X (1965-1980), Baby Boomers (1946-1964), 67% use at least two devices (phone, tablet, Depression Era (1930-1945), Greatest Generation (Born • laptop) daily. before 1930). Generation Z was born after 1997 and are still a few years away from significantly impacting food and • 32% will pay a premium for healthier products beverage companies. • They are driving growth of Natural (+24%) and In their book Millennials Rising, the Next Great Generation, Organic (+28%) products. (Nielsen 2014) William Straus and Neil Howe identified Millennials with • Older Millennials (25-34) spent 14% less time the following characteristics: feeling special, confident, watching TV in 2014 versus 2012. sheltered, team oriented, achievers, pressured, and Younger Millennials are dropping even faster, conventional. • spending 19% less time watching TV. My colleague at Saint Joseph’s University, Dr. Richard George has been studying Millennials for the past few Finally, he looked at how Millennials use technology. 86% years. He recently presented his findings and has allowed said that the smartphone was their primary mobile device me to share some of his work with you. Millennials are versus tablets at 14%. They use their phones to view now the largest generation in the U.S. with over 75 million websites, menus, check for specials, discounts, make people with $1.3 trillion dollars in spending power per reservations, order food and beverages, and pay for them year. However, we know very little about their food and as well. beverage thought process. So what does this mean for you and your business? Some defining moments for this generation are the Space Shuttle Columbia, Desert Storm, 9/11, Columbine, and You need to understand how your Millennial customers the worst economy since the great depression. They grew think about your business. This could be as simple as up in a very structured, busy and over-planned world. talking and listening to them directly or hiring someone Technology (computers, cell phones, tablets) and the to conduct some basic marketing research for you. Then Internet are a huge part of their lives. adjust your marketing strategy based on your findings. One of the questions Dr. George asked was why they ate Whether you are an on or off-premise establishment, you at a bar/restaurant over the past month. Top responses need to make sure that you understand this group of included: consumers and build your products, merchandising, and In the mood for a particular food...... 61% marketing programs according to the way they live. It will positively impact your bottom line! Wanted to treat myself...... 51% And remember, marketing is a race with no finish line. Need a break from reality...... 51% No time to prepare/eat...... 45% George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major Get together with friends/family...... 37% at Saint Joe’s, recently celebrated its 50th anniversary. Latella Celebration...... 22% is also a partner in Beacon Marketing Group which provides marketing planning, research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at [email protected] or 610-660-2254. 16 HeadyTimes v.13 www.amoskeagbeverages.com The BeerGUY Why Craft Beer Costs More and Why It’s Worth It By Steve Hawk The old expression, To learn how a craft brewery handles craft beers are simply too expensive. I “champagne taste these challenges, I went straight to posed that question to Manely, and he on a beer budget” the source. Below is a recap of what I replied without hesitation, “Craft beer implies that beer learned from a company who literally is a premium product. Craft brewers is a low class or makes it their mission to produce high aren’t as concerned with moving inferior beverage. quality craft beer. individual units of merchandise, but That’s just not true. rather creating something that stands Sierra Nevada Brewing Company Craft beer, as the on its own as a liquid embodiment places a tremendous emphasis on name suggests, is an artisanal product of their vision. The craftsmanship, taste. “High quality for us means in every sense of the word. And just personality and story behind the beer two things,” said Beer Ambassador like gourmet food, people are willing to is worth a little extra.” Bill Manley, “the best ingredients to pay more for a premium product. achieve the flavor profile we desire, Although I am sure everyone reading So WHY does craft beer cost more? and then, the best version of that this article already has a strong ingredient we can get our hands on. appreciation for craft beer, I hope this First and foremost, craft breweries Taking shortcuts dulls the potential information reminds you why great generally tend to be much smaller than of the finished beer and makes it beer costs more money. I began this commercial breweries and therefore impossible to produce a beer with the article with an axiom and I’ll end with face numerous business challenges. complexity and nuance we want in the one, too. Put simply, “You get what you They purchase their ingredients finished product.” pay for!” in smaller quantities, have less

“The craftsmanship, personality and story behind the beer is worth a little extra.“

negotiating and buying power with their Manley admitted that cost is always a suppliers, and their overhead is likely factor, but that Sierra Nevada would to be higher overall. Additionally, profit never compromise on quality to meet margins tend to be lower, so the only a certain price. “Let’s say we wanted way to compensate for the difference to make a beer with a certain flavor is to sell their beers at a higher price. profile, but to do so would put the cost in another tier, we would rather use By its very nature, craft beer is more the recipe at a different time, or make costly to produce. The beers usually something different, than compromise have a particular flavor profile which on quality to hit a price-point.” requires specialty ingredients. These may include a unique variety of hops, Manley also elaborated on the strategy special ingredients like fruit, chocolate they use to achieve the best price on and coffee or in some cases, their specialty beers. “We’re lucky to organic ingredients. Additionally, craft have the ability to work with suppliers beers often contain higher quality before their crops are even planted. ingredients, which make them even We often contract our hops three to more costly to make. five years ahead of time to balance the cost of individual lots.” Craft beers can also take much longer to develop. Some craft beers are aged Despite these efforts, there’s no for months or even years to enhance question that craft beer still costs more the flavor. This process delays sales, than macro brews. I wondered how which also contributes to the price. breweries defend the statement that

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Amoskeag Beverages & Our Local Brewers The Granite State is home to some of along to find a wide range of award- the best breweries in New England. winning breweries, micro-breweries New Hampshire’s brewery map and brew- throughout the state. highlights the excellence and inspired Each establishment offers a unique diversity of fresh, handcrafted, New experience for you, your family and Hampshire-made beer. Amoskeag friends. Take a road trip this fall and Beverages is proud to distribute see what these locals are brewing the highlighted breweries. Follow up. Cheers!

WHAT’S THE DIFFERENCE BETWEEN A BREWERY, A MICRO-BREWERY, AND A BREW-PUB? A BREWERY is a building or A MICRO-BREWERY is a brewery A BREW-PUB is a commercial establishment for brewing beer or producing less than 15,000 barrels establishment that brews its own beer other malt liquors. per year and usually concentrating on for sales on and off the premises and exotic or high quality beer. is typically combined with a restaurant.