Spring 2015 | V.83 ORIGLIO BEVERAGE IPA EASTCOAST WESTCOAST & EVERYTHING IN BETWEEN

Retail Edge Seasonals The Beer Guy New Products Programs NOT THE SAME OLD CINCO | SPRING SELECTIONS | MARKETING PLANNING Letter toTHE TRADE

Dear Valued Customer, In This S WE APPROACH THE SPRING SELLING ISSUE season, I wanted to share with you that A consumers’ current preference for beer is the highest it’s been since 2005. Although there has been a shift in specific beer-style preferences, light Cover Story �������������������������1 beer still dominates with about 49% of the total beer category. Americans still drink light beer, just on fewer occasions. Those light-beer drinking occasions Brewer Highlight �����������������2 are coming in the next few months when many beer drinkers will be choosing lighter, more refreshing, sessionable beers. Bensalem Beer and Soda �����3 Research shows Millennial consumers [legal drinkers age 21-33] prefer authenticity. Many of our light brands are the most authentic and award-winning Blue Dog Tavern ������������������4 in the business! Coors Light was recently awarded a silver medal in the light beer category at the 2014 Great American Beer Festival. And this spring, Coors Light is offering Citrus Radler, the first American light lager seasonal. It is the New Products ���������������������5 “World’s Most Refreshing Beer” combined with a blend of natural citrus flavors, creating a beer that is perfect for warm weather consumption. Yuengling Light Lager is an exceptional brew that appeals to consumers who don’t want to Seasonal Selections ���������� 11 sacrifice character for a low-calorie beer. As the traditional lager-buying, brand-loyal beer drinker has had to scale back, the industry has sought to understand its potential new customers. It has found Available Year-Round Millennials are variety seekers who like to try different things. Brand loyalty Perfect for the Season ������� 23 is not as important to them and that is a major factor in current beer trends. Today, consumer tastes are evolving, which means they are willing to trade-up to imports and crafts with more flavor. To satisfy the trade-up and meet the desire Programs ������������������������� 24 for light beer, offer a few selections from the craft and import segments. Check out pages 11 through 22 for some exciting seasonal selections. As for imports, Corona Light has twice the IBUs as an average domestic light beer, which offers Retail Edge ���������������������� 28 a true taste advantage in the light beer category. Other light imports we have available are Heineken Light and Amstel Light. These are great options for a light beer with full flavor. Tecate Light is an established brand which has shown The Beer Guy ������������������� 29 impressive growth. Our import brands will also have programming and support for several key beer-selling occasions in the coming months. The importance of a balanced lineup is the constant that remains to increase beer sales. Take a look at the following pages and consult your Origlio sales representative for updates to your portfolio that will work for your customers. As always, thank you for your business.

Sincerely,

®

Dominic Origlio President

Heady Times is published five times a year, courtesy of Origlio Beverage. CoverSTORY East Coast IPAs, West Coast IPAs And Everything in Between T’S AN IPA WORLD AND WE ARE JUST LIVING IN IT,” A CRAFT BEER Stone Go To and Oskar Blues Pinner have enthusiast said at a recent beer festival. And who could argue with lower ABVs. Then, customers started looking Ithat? Innovative craft brewers, unconstrained by style dictates, have beyond ABVs and noticed the new IPA styles.” access to an unprecedented variety of hops which they combine to While speaking about the abundance of new create new and exciting flavors. Because beer drinkers continue to crave IPA styles, Ron Lindenbush of Lagunitas said, hops, there is still demand for the stream of new, style-bending IPAs “ “Beer drinkers that like hoppy beers need to hitting the market. Backing up that claim, Bump Williams Consulting understand the many [IPA] sub-categories reports that IPAs are the most “called for” style of beer across the bar so they can find the beer that they like to and in stores today. The company also reports that an astonishing 40% drink.” Some IPAs are more bracingly bitter, of all tap handles in the U.S. are devoted to IPAs. while others lean toward hop flavor rather Once upon a time it was enough to know that English IPAs and American IPAs than bitterness. Lagunitas beers are full of were different. The English beers tend to be mellower and less hoppy than their rich, juicy hop flavors, but not so bitter on modern American counterparts, which have more citrusy hops. Easy drinking the finish. Lindenbush added, “We’ve made Samuel Smith India Ale is a perfect example of an imported English IPA. Closer several hoppy beers with different malt to home, Great Lakes Commodore Perry IPA is well-hopped, but with a dry, fruity varieties. Our flagship IPA and our Maximus finish. “It’s the perfect introduction to the world of IPAs as the mouth feel is IPA are both brewed with crystal malt to bold with just enough bitterness and a nice clean finish,” says Mark Weinman, maintain the richness and to harmonize with Great Lakes Sales Manager for Eastern Pennsylvania and New Jersey. the massive hop favors. A Little Sumpin’ Sumpin’ is brewed with 50% wheat malt Then the IPA landscape became a bit more complicated. American IPA styles that really allows the hops to shine. A Little soon fell into two distinct camps, East Coast and West Coast. East Coast styles, Sumpin’ Wild has lots more wheat as well as such as Harpoon IPA, contain their fair share of hops, but these beers are also more pale malted barley, and it is fermented appreciated for their malt complexity. West Coast IPAs, on the other hand, are all with a Belgian yeast strain which has unique about hops – big, bold American and Australian varieties in particular that impart flavors of its own that add to the hoppy flavor flavors described as citrusy, fruity, piney, herbal and even resinous. Beers brewed and aromas.” in this style include Firestone Walker Union Jack, Sierra Nevada Hop Hunter & Torpedo, Green Flash West Coast IPA and IPAs produced by 21st Amendment, Mark Weinman agrees that the craze and Stone, Lagunitas and Oskar Blues, just to name a few. demand for IPAs will continue. All the more reason, he believes, to be aware of the To further complicate the situation, Harpoon, previously identified as the styles you offer. American or English? Hop producer of East Coast IPAs, prefers to be known as the maker of New explosion or bitter sweetness? Weinman England style IPAs which they define as a style that balances big bold hops cautions, “The candy store is open but with a strong malty backbone. which candy are you going to sell? If you Chris Wilson, head brewer for Weyerbacher and creator of the brewery’s Last don’t know the difference, then you might Chance IPA, reminds us that despite their East Coast location, Weyerbacher be selling only one piece of candy.” is known for creating Double Simcoe IPA, in addition to Belgian-style ales Jersey Dan, who represents Brooklyn’s like Merry Monks and Blasphemy. “We are known for our use of Simcoe Sixpoint Brewery which makes Sweet Action, hops. But in creating Last Chance, our objective was to create something Bengali and Resin to name a few, agrees with that is our OWN. So we used Simcoe hops – our signature hop – to give the Weinman. But he is concerned that some beer a bright, hoppy taste, but the beer also has an earthy aroma and slight retailers think any hoppy beer is an IPA that malty finish. The flavor of Last Chance IPA to us says, this beer is a modern will be a slam dunk, tap list cash cow. Dan American IPA, but it’s a Weyerbacher IPA.” adds, “The variety is mind blowing. With many Yes, all this underscores that there are a lot of IPAs on the market with establishments dedicating multiple tap lines more arriving daily. But saying that new IPAs are coming to market is a bit to IPAs, having a balanced list with a pointed misleading. Brewer innovation is at an all-time high and they are actually bit of education will lead to a more intelligent/ creating entirely new sub-categories of American IPAs. That’s actually the crux delicious experience [for the consumer]. of this discussion. How do you wrap your head around the IPAs that might just Choosing to have 3 IPAs on tap out of 12 be described as “everything in between”? lines is only a sound move if they are diverse in style and strength. A ‘too many cooks in Matt Guyer, owner of the retail store, Beer Yard in Wayne, PA says, “Oddly, the kitchen’ situation can be avoided when the arrival of session IPAs has highlighted the fact that there are many a carefully curated tap list runs the gamut of different kinds of American IPA sub-categories. Initially customers just focused flavor, ABV and price.” on the fact that IPAs like Sam Adams Rebel Rider, Lagunitas DayTime IPA, www.origlio.com HeadyTimes v.83 1 BrewerHIGHLIGHT Ryan Krill Cape May Brewing Co. YAN KRILL, CO-OWNER OF CAPE MAY BREWING CO. HAS always been interested in beer, visiting various bars while attending R graduate school at New York University. “My favorite spot, the Spring Lounge, had a great selection of craft beer and I had the opportunity to begin trying exciting varieties from breweries all over the country,” he says. “After only a short while, I was hooked, and there was no going back.” His love of beer led to his first homebrewing experiment, conducted with a friend in his tiny apartment in Brooklyn, NY. “It was a cold and snowy Saturday,” Krill remembers. “We trekked between restaurant supply stores and Brooklyn Homebrew to get our basic equipment and ingredients. Our first batch was a wheat beer brewed with coriander, orange peel and a whole mish mash of exotic hops. We had no idea what we were doing, but it was fun. We didn’t have a way to cool our wort, so we filled the bathtub with snow and placed the pot in it. It worked really well except that it cracked the enamel of the tub,” he laughs. Krill went on to become an avid homebrewer, a hobby that the real Shore live in southeastern Pennsylvania. I estate developer truly enjoyed. One weekend, while at the Jersey shore know from experience just how much traffic hanging out with his father and his college roommate, he half-jokingly there is on the Parkway, especially in the asked, “Should we open a brewery?” summer. Distributing to PA, so PA doesn’t The following year, in 2011, the three guys opened Cape May Brewing always have to come to us, was a natural Co. in southern New Jersey, on the grounds of the Cape May County next step,” he says. Airport. “When we started out, the brewery was 1,500 square feet of It’s been four years since Krill and his team space with a homebuilt, 12-gallon system and we only serviced one opened the brewery, and they couldn’t bar,” says Krill. “It was nothing more than a hobby business, but we be happier – or busier. With nearly 200 had greater aspirations.” Krill describes the brewery and tasting room accounts throughout New Jersey and as ‘industrial chic’. “When it was built, there was no architect or master southeastern Pennsylvania, they had no plan; it came about over the course of a couple years. A local mason choice but to expand their operation. A built the bar out of concrete and pallet wood. It’s a reflection of our major expansion project is currently in the personalities.” The bar in the tasting room has ample seating with works and consists of a new brew house, a simple, clean appearance accented by industrial lighting made of bottling plant and second tap room. “Our reclaimed materials. The focal point of the room is their tap list, featured new 15,000 square-foot facility has a on a large chalkboard, flanked by colorful brewery merchandise. The 3-vessel, 30-barrel brew house and about décor features strategically placed wooden barrels, suspended strings of 15,000 barrels of capacity. The semi- lights and a large oriental rug that really ties the room together. Instead automated bottling line will allow us to of televisions, there is a projector in the taproom that continuously plays distribute consistently. We could have old movies on silent. outsourced it to another contract brewery Krill chose Cape May as the home of the brewery because, “It’s a very but what’s the fun in that?” special place,” he says. “Cape May is known as a Victorian summer So what makes this brewery different from beach town, but it’s so much more than that. There’s a large artisan the other greats? Krill sums it up quite well, community that lends a genuine funkiness, not available elsewhere. “We don’t do what’s easy and convenient. I grew up going to the Jersey Shore every weekend. It seemed like a We’ll send one of our guys out to drive natural fit for a funky brewery and I was naïve enough to think, ‘What’s all day to get the exact honey we need, the worst that could happen?’ But, I had patience and determination on or process hundreds of pounds of beach my side… and two great partners.” plums by hand to make one beer. We even With beers such as their double IPA, Coastal Evacuation, the sour wheat, make our own malt vinegar! It’s about Tower 23 and Tripel Wreck, a traditional Belgian triple, Krill says, “Our crafting something using our creativity and beers epitomize the spirit of our story. Our culture is steeped in South passion. We’re an inventive group and Jersey and we want our brews to reflect that.” However, growing up in that’s what shines through in everything Chadds Ford, PA, he knows how fond Pennsylvanians are of the Jersey we do, from the atmosphere in the tasting Shore and what it has to offer. “Many of the folks who come to the room to the beer we make.”

2 HeadyTimes v.83 www.origlio.com Off-PremiseSPOTLIGHT Bensalem Beer and Soda N THE BORDER OF PHILADELPHIA AND BUCKS COUNTIES, located off a major road and blazoned with a huge LED sign that is O visible to drivers passing by, Bensalem Beer and Soda is hard to miss. The community-focused beer distributor, complete with a functional layout, a quality beer selection and outstanding customer service has been in business since 1993. Store Manager, Andrea Siegfried has been with the distributor for over 15 years, roughly the same amount of time their current location has been open. Having grown up in the beer business as part of the Bound family, Siegfried has worked her way up to becoming an ownership partner. Sales associate Jennifer McGinley (left) with Mike Sketlon and Andrea Siegfried of Bensalem Beer and Soda The organized layout of the store allows shoppers to browse neatly stacked rows of beer, categorized by type. Each case is find products and answer any clearly marked with the beer and brewery names as well questions. They also offer to as the ABV and price. Surrounding the exterior of the store take each customer’s purchases is an enormous cold box, complete with 45 cooler doors, to their cars. Bensalem Beer offering customers a huge variety of chilled beer, while and Soda has consistently been various floor displays, constructed by Warehouse Manager, recognized as one of the most Mike Sketlon are arranged neatly throughout the space. well managed accounts in the “Displays are a great way to draw attention to certain Philadelphia area, and for good beers,” says Sketlon, “but we make sure they don’t get in reason. One example is an the way of the shopper.” important managerial decision To assure they offer the best selection, both Siegfried and that was made last year during Sketlon spend a great deal of time researching new brews, the holiday season, when talking with brewery representatives, browsing social media Siegfried added a fourth register and reviewing Beer Advocate, Rate Beer and Heady Times. to help control the long lines. They also learn a lot from their customers, many of whom are well- They now offer a designated check-out educated about craft beer and engaged in the beer community. “In the lane, solely for keg purchases, which often beer industry, as it is now, we have to be adaptable,” says Sketlon. “We take a bit longer. It has helped to greatly need to constantly keep up with trends. When I started here five years reduce customer wait time. ago, we only offered one aisle of craft beer. Now we have multiple aisles The level of devotion to the business full, and an entire section dedicated solely to canned crafts!” is reflected in the positive reviews on To introduce customers to their abundant selection, samplings are held Facebook and Yelp, specifically recognizing every Friday evening. Siegfried specifically identified a recent sampling Bensalem Beer and Soda for their excellent success with Weyerbacher Brewing Company that won over some of their service, immense beer selection, fair pricing regular customers. Their carefully laid out, professionally designed and and friendly staff. Siegfried and Sketlon easy to navigate website, serves as an important resource for customers continue to embrace the growth of the beer as well. The “new arrivals” page is updated on a regular basis, as are the industry, prepared to provide outstanding current keg inventory and available specials sections. Each beer on the service through even the busiest days of site is linked to its Beer Advocate review and users of the site are able summer ahead. to request specific kegs for purchase from the store. As a result, their specialty sixtel sales are consistently high. In the near future, Siegfried also plans to send out mass emails to customers, informing them of specials, new arrivals and upcoming events. Sketlon does his part by connecting with consumers through Facebook. He updates their page with branded photos of current floor displays, brewery stories and beer news as well as recommendations and upcoming releases. Building relationships with their patrons, and doing all they can to make their shopping experience an enjoyable one, is of the utmost importance. “Because this is a smaller town, you get to know people, almost like a bartender does. Stopping into the store becomes a part of people’s weekly routines,” says Siegfried. Staff members always greet customers as they enter the store, and once inside, they help shoppers

www.origlio.com HeadyTimes v.83 3 On-PremiseSPOTLIGHT Blue Dog Tavern ROM THE MINUTE YOU STEP THROUGH THE DOORS OF THE Blue Dog Tavern, you are instantly aware that you have found F “beer heaven”. Husband and wife, Chris and Teri Staub opened Blue Dog Tavern in Chalfont in 2002. Due to the positive response from customers in the area, they opened a second location in nearby Lansdale the following year. Chris began his career in a different side of the beer business, as an attorney whose practice included PA liquor laws. He has always had a passion for beer, spending much of his free time in the 90s brewing his own. Both Staub and Rob Hyde, the General Manager of both Blue Dog Rob Hyde (left) and Chris Staub of Blue Dog Tavern and Pub locations, are extremely knowledgeable about, and truly enjoy, craft beer. Hyde has many years of experience working in corporate restaurants, such as Lone Star and Olive Garden and he has also managed They say variety is the spice of life and restaurants at the Jersey Shore. Blue Dog embraces this mantra. With The guys’ impressive knowledge of beer is reflected by their massive tap such a vast selection of food, beverages and bottle selection that includes over 1000 beers. They strive to offer and entertainment, every customer who what their customers are searching for at both locations. Luckily, they walks through their doors is bound to find each enjoy different styles, ranging from hoppy double IPAs to sours and something to suit their fancy. creamy stouts, making the task of staying up-to-date on trendy beer styles a bit easier. Blue Dog also includes a bottle shop for those who prefer to enjoy their beer at home. A large, diverse selection of small and large format bottles fill the shelves, but that’s not all. They also fill growlers for customers interested in takeout draught beer. Although their beer selection is quite admirable, it is only one facet of this successful business. The food menu at Blue Dog is also quite extensive. Whether a hearty meal inspired by the Travel Channel’s popular show, Man vs. Food, a light vegetarian dish – of which they have many as Chris and Teri are both vegetarians, Littleneck clams in a white wine-herb butter sauce or homemade hummus – available in a new flavor each day, each menu item is prepared with the freshest ingredients. “Our chefs often cook with beer and we are working on incorporating our house wine into a specialty hummus recipe,” says Hyde. They also offer a “special” menu that changes weekly and consists of appetizers, salads, sandwiches, entrees and a ‘Beer of the Week’. And it’s not all about the adults. “We make the dining experience special for kids by serving their meals in decorative dog bowls and we always have cartoons playing in the front seating area. We want to make sure this is a place the whole family can enjoy.” Growing up in Chester County and Blue Bell respectively, it is important to both Staub and Hyde that they maintain relationships with local businesses and give back to the community. Blue Dog’s house wine is produced at nearby Stone & Key Cellars in Montgomeryville and they are the premier sponsor and caterer of the Lansdale Beer Festival. As far as entertainment, both locations host several events throughout the year, hold open mic nights regularly and offer live music performances on the weekends, with one night a month dedicated to country.

4 HeadyTimes v.83 www.origlio.com NewPRODUCTS Peak Organic Peak is a craft brewing company, dedicated to making delicious beer using local, artisan and organic ingredients. With roots in homebrewing back in the 90s, brewer Jon Cadoux set about combining his love for beer with an ethic for sustainability. Whenever possible, he would go out and find ingredients from local organic farmers for his homebrews. It was a defining day when Cadoux discovered that you don’t need to sacrifice flavor for sustainability, but that better ingredients actually made the beer more delicious.

Peak Fresh Cut Peak Fresh Cut is a sensory Summer Session Ale experience. It conjures Peak’s summer seasonal can impressions of freshly chopped be described as a marriage ingredients, a newly mowed of a traditional summer lawn, or the air after a cooling wheat beer and a West rain. This pale lager delivers Coast pale ale. Locally captivating notes of fruit, grass and grown wheat provides a spice – highlighted by the luscious complex mouth feel and Chinook hop. The beer finishes Amarillo dry-hopping gives crisp, dry and refreshing, helping the beer a citrusy aroma. to enhance the colorful flavors up ABV: 5% Packages: 12 oz. front. Try it with fish sandwiches, lobster or meals eaten bottles and draught on rustic, single-origin, hand-hewn Amish furniture. Availability: May ABV: 4.6% Packages: 12 oz. bottles and draught Availability: Year-round, beginning in April Peak Variety Pack Peak IPA Peak’s variety pack is chock full of some of the brewery’s most popular offerings. The mix includes: This unique IPA features the Organic Pale Ale, a complex hybrid between a West- brewery’s favorite hops – Simcoe, Coast pale ale and a British-style pale ale, Organic Amarillo and Nugget. A generous Nut Brown Ale, a delectable beer loaded with Amarillo and Simcoe dry hop complex, differentiated flavors that don’t overwhelm provides an assertive, hop- the palate, Organic IPA, a unique IPA with an assertive forward nose and front palate. hop-forward nose and front palate and the current No traditional bittering hops are seasonal, Organic Summer Session Ale, a marriage used in this of a traditional IPA, leaving summer wheat nothing but beer and a West stimulating Coast pale ale. citrus and floral characteristics. Try Availability: Year- this one with spicy foods, pesto, round, beginning smoked meats or mild blue cheese. in April ABV: 7.2% Packages: 12 oz. bottles and draught Availability: Year-round, beginning in April

Red Bull The Yellow Edition The newest flavor in the Red Bull Editions lineup has the taste of tropical fruits (mango and papaya) with the wings of Red Bull. Package: 8.4 oz. cans only Availability: Now, year-round

www.origlio.com HeadyTimes v.83 5 NewPRODUCTS Palm Breeze Palm Breeze Ruby Red Citrus Say hello to refreshing, sparkling sales This sparkling spritz has a fresh-picked grapefruit with Palm Breeze, the newest beverage aroma and a crisp, very light and refreshing taste. The line from Mike’s Hard Lemonade Co.! additional carbonation adds a bit of zip to the flavor and Palm Breeze, a sparkling alcohol spritz, a clean finish.ABV: 4.5% Package: 12 oz. cans only is a light, more refreshing style of Availability: Year-round, beginning in March flavored malt beverage. Debuting this spring in two tropical flavors – Ruby Red Palm Breeze Pineapple Citrus and Pineapple Mandarin Orange, Mandarin Orange Palm Breeze has a hint more carbonation than a traditional FMB and is very drinkable at 4.5% ABV. With a fragrant aroma and taste of pineapples and oranges, this sparkling beverage is clean and “Palm Breeze is the biggest new innovation launch refreshing. ABV: 4.5% Package: 12 oz. cans only since original Mike’s Hard Lemonade entered the U.S. Availability: Year-round, beginning in March market in 1999,” says Mike’s President, Phil Rosse. “This is a proven concept in Canada where the brand is the largest FMB in the country, selling 2 million cases annually in a market one tenth the size of the United States.” “Palm Breeze will target millennial women directly by offering them a delicious, flavorful product they can enjoy,” says SVP of Sales, Brian Smith. “As Philadelphia’s Millennial population continues to rise, the opportunity is there for Palm Breeze to be huge in this market. We have strong execution plans in place and the support of the country’s largest retailers. The sky’s the limit on this brand’s potential.” In addition to positioning Palm Breeze to appeal to Millennial women, Mike’s is also capitalizing on “white space” in the aisle with tropical flavors. These unique flavor combinations will appeal to twenty-something women and offer them a taste like no other brand on the shelves. Both flavors will be sold nationally in 6 packs of 12 oz. cans this spring.

Mike’s Hard Fridge Packs T.G.I.Fridays Mike’s is best enjoyed fridg-ed cold and Mike’s Fridge Long Island Iced Tea 2 Go Packs are the perfect fit! Available in the sweet and What better way than for T.G.I.Fridays, refreshing, Mike’s Hard Lemonade and the patriotic the inventors of the Long Island Flavors of the America Party Pack that includes: Hard Ice Tea cocktail, to celebrate their Lemonade, Hard Black industry-changing concoction then to Cherry Lemonade, create a ready-to-drink cocktail! Try Hard Peach Lemonade it and you’ll see that it tastes exactly and Apple Ale, the like your bartender’s Long Island Ice convenient 12 oz. Tea! ABV: 10% Package: 16 oz. cans can packs are perfect only Availability: Now, year-round for all of your warm weather festivities. Availability: Year- round, beginning in March

6 HeadyTimes v.83 www.origlio.com NewPRODUCTS The New Corona Can Great Lakes Brand Refresh The Corona bottle has long been an icon of carefree Great Lakes Brewing enjoyment. In 2015, Corona is re-launching its cans Company (GLBC) to bring the bottle’s essence to the can format. With a launched their bold new Corona Extra can design, refreshed packaging refreshed logo for Corona Extra and Corona Light, and new Corona to the public in 24 pack cans, Corona is opening a huge opportunity January and now for retailers. Robust advertising support, including we get to see the English and Spanish TV as well as digital and out-of- new packaging home marketing, will make the Corona can re-launch artwork for their the biggest product launch in Constellation history! five year-round brands! The artwork was handcrafted by Availability: Year-round, beginning in April artist Darren Booth, who is known for creating detailed paintings with collage elements. GLBC provided Booth with archival materials relevant to each brand that were then incorporated into his paintings. These discoverable elements bring additional storytelling opportunities to each package. The year-round packages will hit shelves beginning in May, and in June, the first seasonal with refreshed packaging will be released. In addition to new packaging, GLBC will also release redesigned tap handles, signage and merchandise around Memorial Day. A new company website will launch in May, along with the new Great Lakes Brewing Company Beer Symposium – a visitor’s center and event space.

Harpoon Cans Now Available Year-round For more than 25 years, Harpoon has brewed beer to celebrate the changing of the seasons. In 2010, they introduced another reason to look forward to sunny weather: Harpoon cans. And now, they’re offering their cans year-round! You’ll be able to make Harpoon, UFO and Craft Cider a part of ALL your adventures, like hiking, camping, skiing, picnicking and, well, you get the picture. Not to worry, it’s the same great, fresh Harpoon and UFO The New Victoria Can beer, just in a different, easier to take- 150 years of tradition and pride are along package. The following Harpoon now available in a can! The new Victoria offerings are available in 12 oz. cans: can arrives this spring, just in time to Harpoon IPA, Harpoon celebrate 150 years of progress. Capture seasonals including The a larger share of the total Hispanic market Long Thaw, Summer by offering the brand new, beautifully Beer, Octoberfest and designed can in your store. A great price Winter Warmer, Harpoon point will drive momentum, but the quality Craft Cider, and four UFO and taste of Victoria remains the same. offerings: UFO White, Big Squeeze, UFO Carrying both cans and bottles of Victoria Pumpkin, and UFO Gingerland. will drive sales and increase profits year- round. Availability: Year-round, beginning in April

www.origlio.com HeadyTimes v.83 7 NewPRODUCTS Woodchuck Gumption Magners Rebrand Legendary showman P.T. Barnum once The world’s #1 Irish cider is excited to announce a noted, “Everybody drank cider-spirits called refreshed look for all products in the portfolio! The ‘gumption’.” Woodchuck Gumption celebrates packaging is now a brighter palette of green and yellow, the spirit of P.T. Barnum and those with the while the essence of the apple is more enhanced to gumption to follow their own path. The fresh clearly communicate what is inside the bottle. The juice of common eating apples is paired changes capture the values at the heart of the Magners with dry cider apples to bring you a bold brand, while creating a contemporary look and feel to and unique drinking experience. ABV: 5.5% the packaging. The new design is more modern, but Packages: 12 oz. bottles and draught with references to the iconic cider vats that people will Availability: Now, year-round always associate with Magners. Availability: Now, year-round

Unibroue Blanche de Chambly Six Packs Blanche de Chambly is an authentic bottle conditioned white ale and twice winner of the title, “World’s Best Belgian Style Witbier”. It is the very first white ale crafted and brewed in North America according to Belgian brewing traditions. Previously available in 12 oz. 4 packs, Blanche de Chambly will be available in 12 oz. 6 packs this spring in addition to sixtels and 1/2 barrels. This remarkably refreshing, light-bodied ale is exceptional with grilled fish, lemon chicken, artisan Weyerbacher Tarte Nouveau goat cheese and mussels. ABV: 5% Packages: 12 oz. Tarte Nouveau is a lactobacillus bottles and draught kettle-soured, tart session beer. Availability: 6 packs will It is a pale straw color with a be available year-round, large, dense, white head. Tarte beginning in April Nouveau is dry and tart with a lemony-citric fruit sharpness and no hop bitterness. ABV: 3.9% Packages: 12 oz. bottles and draught Availability: Year-round, beginning in mid-April Weyerbacher TINY Coronado Mermaid’s Collection TINY is a bottle and keg This exciting variety pack from Coronado Brewing Co. conditioned, Belgian-inspired includes four beers from the Imperial stout. You’ll find big brewery’s core series. chocolate and roasted notes, The collection includes: balanced with the Belgian the American amber flavors from the Abbey yeast ale Mermaid’s Red, strain. This beer is very smooth the flagshipIslander and lacks the astringency IPA, the Imperial Idiot you sometimes find in these IPA and the citrusy Imperial stouts. ABV: 11.8% Orange Avenue Wit. Packages: 12 oz. Availability: Now, year- bottles and draught round Availability: Year-round, beginning in May

8 HeadyTimes v.83 www.origlio.com NewPRODUCTS Firestone Walker Easy Jack Oskar Blues CANundrum Now Available Year-round Now With Pinner Previously available as a seasonal, Easy Jack is In addition to Dale’s Pale Ale, Mama’s Little Yella now available year-round! A devilishly drinkable Pils, and Old Chub Scotch Ale, the Oskar Blues variety unfiltered pale ale, Easy Jack is loaded with pack now includes the brewery’s newest fresh hop character and citrusy goodness. offering, Pinner Throwback Brewmaster Matt Brynildson went to the IPA! This drinkable IPA uses mountain and returned with a vision for several varieties of hops to a different kind of session IPA; one that target the ever-evolving flavor. would be brewed and dry-hopped with a With tropical fruits, citrus globe-trotting selection of new hop varieties juices, pineapple and spice from Europe, New Zealand and North berry up front in the aroma America. He foresaw a beer that would and flavor, the biscuit and deliver massive hop aromas, a signature toasted bread at the back malt balance and an empty glass before balance out all the hops and you knew what hit you. Try this one with make a great finish. It’s the lightly spiced foods such as Indian or Thai. ABV: 4.5% perfect beer for a little sip, sip, give. Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Now, year-round Availability: Now, Year-round Firestone Walker Cans Rodenbach Firestone Walker Grand Cru 11.2 oz. Bottles Brewing Company Rodenbach’s best-selling beer is now available in is set to release 11.2 oz. 4 packs! Rodenbach Grand Cru, formerly only its first-ever available in 25 oz. bottles and draught, is bright and canned Firestone tart, with hints of ripe berries and beers, including oak. Within its rich, ruby depths Union Jack IPA you’ll discover hearty wine-like (An aggressively flavors that match up beautifully hopped West with strong-flavored foods, Coast-style IPA), Easy Jack IPA (a devilishly drinkable, while your tongue rejoices in unfiltered pale ale) and Pivo Hoppy Pils (a German-style its refreshing effervescence pilsner with an American hop kick) all being introduced and tart finish. Now, faced in 12 oz. six packs this spring! “We could have rushed with the age-old question, into canning a few years ago, but we wanted the timing “Beer or Wine?” you don’t to be right,” said brewery co-proprietor David Walker. have to decide. Grand Cru “The market for canned craft beer is now hitting its is all you’ll need. ABV: 6% stride, and canning technology has come a long way Availability: Year-round in in a short period.” Brewmaster Matt Brynildson adds, mid-March “I think there are advantages to both cans and bottles. Cans do a great job of blocking UV light and maintaining a great seal, but on top of that they’re just fun. They’re light and they carry anywhere.” Availability: Mid-April

21st Amendment Down to Earth Whether you have a long mission behind you or a full afternoon ahead, this session IPA will help keep things real. More relaxed than an IPA, but with all the hop aroma and flavor, Down to Earth is the brewery’s tribute to unsung heroes and unplanned adventures. ABV: 4.4% Packages: 12 oz. cans and draught Availability: Year-round, beginning in mid-March

www.origlio.com HeadyTimes v.83 9 NewPRODUCTS Stone Cali-Belgique IPA Green Flash Cellar 3 Series 12 oz. Bottles This spring, Green Flash Brewing Previously only available in Co. will debut Cellar 3, a 22 oz. bottles and draught, series of rare, barrel-aged Stone Cali-Belgique, (Stone’s beer offerings. Cellar 3 IPA fermented with a offers drinkers a taste Belgian yeast strain), is from the opposite end now available in convenient of the craft spectrum 12 oz. bottles! This beer with a lineup of elevated, is indeed a complex and limited reserve offerings surprising combination of that will round out the Green flavors, but behind the Flash portfolio. The first Cellar 3 release fancy title is simply delicious is Silva Stout, an award-winning bourbon Stone IPA dressed up in barrel-aged ale that is coveted by craft Belgian duds. The addition of a carefully selected strain beer lovers worldwide. ABV: 10.1% of Belgian yeast adds unexpected layers of flavors Package: 25 oz. cork-finished bottles and aroma, providing a deliciously funky overtone to only Availability: Very limited quantities the hoppy brightness you already know and love as in April Stone IPA. Think of it as an otherwise identical twin to Stone IPA that was raised in a Belgian culture. Green Flash ABV: 6.9% Packages: 12 oz. bottles and draught Hop Odyssey Series 2015 Availability: Now, year-round Green Flash has kicked off their 3rd annual Hop Odyssey series – a New Packaging for national beer program which focuses on exploring new hop varietals, Young’s Double Chocolate Stout fresh combinations and innovative This spring, the satisfying and indulgent Young’s Double brewing methods. This year’s series Chocolate Stout is getting a new and improved look! is an in-depth look at Green Flash The chocolate malt, organic dark chocolate and natural Brewmaster, Chuck Silva’s intimate chocolate extract in this beer, combine to deliver a relationship with hops from farm to stout with real credentials. This brew is a tantalizing fermenter – showcasing his approach to selection based combination for the chocolate lover and beer drinker on hop-provenance and terroir. By using flavor-forward alike. Pure decadent luxury. ABV: 5.2% ingredients, Hop Odyssey 2015 is comprised of three Packages: 11.2 oz. bottles, Session IPAs that deliver an unmatched balance of 14.9 oz. cans and draught complexity, each with an identical malt base to best Availability: Year-round highlight the flavors from the featured hops. Green Flash is elevating expectations within the session category, enticing craft beer lovers to embark on an epic journey of the senses with ales to go the distance. First up is Mosaic Session IPA. This bold hop has notable characteristics from its parentage of Simcoe and Nugget hops, but Mosaic creates a unique and complex floral, tropical and fruity blend with earthy characteristics. Mosaic also imparts blueberry and other dark berry notes to the beer. ABV: 4.5% Package: Draught only Availability: Now!

Smirnoff Ice Watermelon Mimosa Formerly a seasonal, Watermelon Mimosa will be available year-round beginning this spring! Not too sweet or overly flavored, Watermelon Mimosa has a juicy watermelon flavor with refreshing prosecco notes.ABV: 5.8% Package: 11.2 oz. bottles only Availability: Year-round, beginning in April

10 HeadyTimes v.83 www.origlio.com SeasonalSELECTIONS When Demand Exceeds Supply Blue Moon Brewmaster’s Many of our craft seasonal and specialty releases are Summer Cans Sampler available in limited or extremely limited quantities. Don’t miss the flavors of summer Breweries only produce a certain amount of their with Blue Moon’s Summer Cans specialty beers and Origlio does all they can to get as Sampler. Three varieties have been much product as possible. In addition, this publication Artfully Crafted into one variety is compiled months prior to the decision made by the pack, including the famous Blue brewery to allocate their products to the wholesaler. Moon Belgian White Belgian- Variations in production for some of these limited Style Wheat Ale, the summer release offerings will fluctuate, resulting in lower seasonal Summer Honey quantities than anticipated. Wheat, and the new White IPA. If you are interested in something you see in this Availability: April publication and it is out of stock when you place your order, please contact your Origlio Sales Representative Blue Moon Brewmaster’s to discuss a similar option. Summer Bottle Sampler Origlio also sends out an email blast weekly to inform Enjoy all the flavors of summer customers of seasonal offerings that are widely available with the Blue Moon Summer Bottle to you, immediately. Sampler. Six Artfully Crafted varieties If you are interested in receiving the weekly email blast, are available in one seasonal mix please send your email address to [email protected]. pack, including Blue Moon Belgian White Belgian-Style Wheat Ale, the summer seasonal Summer Coors Light Citrus Radler Honey Wheat, the new Cinnamon Coors Light Citrus Radler is the first Horchata Ale, the Expressionist American light lager seasonal. It is the Collection® beer Farmhouse Red Saison/Flanders- “World’s Most Refreshing Beer” combined Style Ale, the limited-release Blackberry Tart Ale, and with a blend of natural citrus flavors, the new White IPA. Availability: April creating a beer that is perfect for warm weather consumption. Kick off the summer Blue Moon Cinnamon Horchata Ale season with Coors Light Citrus Radler! Cinnamon Horchata Ale is crafted with ABV: 4.2% Packages: 12, 16 and 24 oz. natural long-grain rice and a taste of cans Availability: April cinnamon for a subtle sweetness and a smooth, creamy finish. It is Mike’s Harder unfiltered for depth of flavor and a Dragon Fruit Lemonade unique, hazy appearance. This beer pairs well with semisoft cheeses, Mike’s Harder Dragon Fruit Lemonade is vanilla and custard desserts, crisp, light and refreshing with a very crepes with apples or anything with balanced taste of berries, dragon fruit chocolate. ABV: 5.5% Package: 12 oz. and ripe cherries. The newest seasonal bottles only Availability: March in the Mike’s Harder lineup is available in four different collectible cans! Blue Moon Summer Honey Wheat ABV: 8% Package: 16 oz. cans only Blue Moon’s gold medal-winning summer seasonal Availability: March is back for 2015! Summer Honey Wheat is a refreshing ale crafted with clover honey for a subtle hint of sweetness and balanced with a touch of orange peel. It pairs well with grilled summer fare like marinated chicken or pork with honey mustard sauce. Try Summer Honey Wheat garnished with an orange or in a sugar-rimmed glass with signature Blue Moon orange sugar for an Artfully Crafted experience. ABV: 5.2% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: April

www.origlio.com HeadyTimes v.83 11 SeasonalSELECTIONS Smirnoff Ice Samuel Adams Summer Ale Sparkling Pink Grapefruit This American wheat ale uses malted wheat, Smirnoff Ice is happy to present lemon peel and Grains of Paradise to create their newest seasonal, Sparkling a crisp taste, spicy flavor and medium body. Pink Grapefruit! The newest The ale fermentation imparts a background addition to the sparkling line of tropical fruit note, reminiscent of mangos and bartender-inspired beverages peaches. All of these flavors come together to brings together some of the create a thirst quenching, clean-finishing beer, most preferred flavors of perfect for the warmer days ahead. ABV: 5.3% summer with the glitz and Packages: 12 oz. bottles and draught glam of Sparkling. ABV: 5.5% Availability: April Package: 12 oz. bottles only Availability: April Samuel Adams Porch Rocker Smirnoff Ice Porch Rocker was inspired by traditional Sparkling Collection Bavarian Radlers that mix beer with German-style lemonade. For this bright and The new, Sparkling Collection from citrusy Radler, helles beer is blended with Smirnoff Ice is just the right mix lemon for a fresh-squeezed lemon taste, of flavor, perfect for all of your effervescent sweetness and a slightly tart, warm weather get-togethers! The refreshing finish. A light malt character variety pack includes: Sparkling and a hint of hops balance out this brew. Strawberry Bellini, Watermelon ABV: 4.5% Package: 12 oz. bottles only Mimosa, Peach Bellini and Availability: March the new, Pink Grapefruit! Availability: May Samuel Adams Beers of Summer Yuengling Summer Wheat This variety pack is chock full of five delicious brews including: the brewery’s flagship,Boston Thirst quenching and full of character, this Lager, the seasonal German Weizen-style beer is brewed with wheat, Summer Ale, a combination of wheat and barley malts. the Kolsch style, Porch Hallertau hops and authentic, Bavarian- Rocker, the session style, top-fermenting yeast deliver a IPA, Rebel Rider and thick, creamy head with a slightly hazy the German pilsner, appearance and overtones of banana Downtime Pilsner. and clove esters. Its crisp finish is perfect Availability: April for warm days and backyard grilling. ABV: 4.6% Packages: 12 oz. bottles and draught Availability: April Samuel Adams Honey Queen The harmonious blend of mead and beer known Angry Orchard Summer Honey as a Braggot, takes us back to medieval times, Angry Orchard’s spring seasonal cider dating back as far as the 12th century. To is light and refreshing with subtle notes capture that floral honey essence, Samuel of honey. ABV: 5.5% Package: 12 oz. Adams used a combination of three unique bottles only Availability: April honeys, along with the complexity of the hops, and the addition of chamomile to create this unique Braggot. Honey Queen is a whimsical brew with a floral and slightly tart sweetness that gives way to a much awaited honey finish.ABV: 7.5% Packages: 22 oz. bottles and draught Availability: Limited quantities in March

12 HeadyTimes v.83 www.origlio.com SeasonalSELECTIONS Strongbow Variety Pack Harpoon Summer Vacation This spring, discover a variety of refreshing Strongbow You don’t need to take flavors, including:Gold Apple, Honey & Apple and two off to enjoy a vacation exciting, new ciders, Red Berries and Ginger. Through (although it certainly eye-catching POS, shoppers will understand exactly helps). Sure, taking why Strongbow over ice is hard cider at its bestest. over a beach house is Availability: Now! great, and a night in the mountains can be interesting, but there’s a lot to be said for taking the warmer months as they come – and enjoying them. With fresh Harpoon beer, some friends, a grill and warmer weather, even an afternoon at home can be a vacation. Enjoy all of your warm weather occasions with the Harpoon Summer Vacation mix pack including: Harpoon IPA, Harpoon Summer Beer, UFO White and UFO Big Squeeze Shandy. Take a vacation, anytime you want, with Harpoon. Availability: April

Woodchuck Out On A Limb Harpoon Summer Beer Oopsy Daisy This light and refreshing Kölsch-style beer appears to resemble a lager rather than an ale. Have you ever screwed something up? The style is a testimony to the broad spectrum Oopsy. We all have. Woodchuck’s advice of characteristics that an ale can produce, as for dealing with the stress and anxiety well as the brewer’s art. The body is soft and of it is to take a moment, breathe deep delicate with a dry, crisp finish.ABV: 4.8% and sip a Woodchuck Oopsy Daisy. The Packages: 12 oz. bottles, 12 oz. cans and next flavor in Woodchuck’s Out on a draught Availability: March Limb series is a crisp cider, infused with actual chamomile flowers after UFO Big Squeeze Shandy fermentation, imparting the calming essence of chamomile with notes of Sweet with a hint of tartness from the honey throughout. Sit back, sip, relax grapefruit, Big Squeeze is perfect for all your and let the calm wash the stress away. summer adventures. Try it with grilled citrus ABV: 5.5% Package: 12 oz. bottles chicken or fish tacos.ABV: 4.5% Packages: 12 oz. only Availability: Limited quantities in bottles and 12 oz. cans Availability: April March Woodchuck Summer Time New look, new name, same great cider! Summer time is the perfect time for sipping cider. Woodchuck Summer Time delivers a crisp apple cider topped off with a touch of blueberry juice. This cider was crafted to be as refreshing as a summer day is long. ABV: 5% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: March

www.origlio.com HeadyTimes v.83 13 SeasonalSELECTIONS Sierra Nevada Summerfest Sierra Nevada Sierra Nevada’s crisp summer lager is back Ovila Abbey Saison with again in 2015. This pilsner-style beer is brewed Mandarin Oranges and in the original Czech tradition. Crisp, golden, Peppercorns dry and incredibly drinkable, Summerfest has a delicate and complex malt flavor and Ovila Abbey Saison with Mandarin Oranges a spicy and floral hop character from the and Peppercorns is an homage to the monks’ use of traditional European hops, making noble work. This unique blonde farmhouse it the perfect warm weather beer. ABV: 5% ale is light in color but deceptively complex. Packages: 12 oz. bottles and draught With notes of lemon, pepper, grass and Availability: April herbs balanced by the tang of abbey- grown mandarin oranges and a spicy kick Sierra Nevada Summer Pack of white pepper, this saison is full of flavor. ABV: 7.5% Packages: 12 oz. cork and As days grow longer and caged bottles and draught Availability: Very temperatures rise, grab a few limited quantities in April cold beers, rally your friends and head out to explore the Sierra Nevada Harvest Single summer. Sierra’s Summer Pack features four beers ranging from Hop IPA – Idaho 7 Varietal fruit-forward and hazy to crisp On their never-ending quest for exciting and hoppy for endless enjoyment hop flavors, Sierra Nevada stumbled in the summer sun. This all-new pack features: upon a pioneering hop grower in western Pale Ale, Nooner Pilsner, Kellerweis Bavarian Idaho working with a handful of new Wheat Beer, and an all new West Coast style, Kolsch. and interesting varietals. One of these Availability: May captivating hops, Idaho 7, headlines the first of five bottles in the 2015 edition of Sierra Nevada Hoptimum Sierra Nevada’s Harvest series that will This May will see the 2015 release of again explore diverse hopping methods: Hoptimum, Sierra Nevada’s whole- single hop, fresh hop, wet hop and cone hurricane of hop flavor. wild hop. The complex fruity aromas of This massive double IPA pushes orange and apricot in this beer mesh the extremes of hop flavor. It with hints of a black tea-like character is aggressively hopped, dry- and a pleasant, fresh, herbal bouquet. hopped AND torpedoed with ABV: 6.7% Packages: 24 oz. bottles exclusive new hop varietals and draught Availability: March for ultra-intense and resinous hop flavor and aroma.ABV: 10.4% Sierra Nevada Packages: 12 oz. bottles and Southern Hemisphere draught Availability: May Harvest Fresh Hop IPA Shiner Prickly Pear Back again as part of Sierra Nevada’s expanded Harvest series is the Shiner’s summer seasonal is a refreshing lager perennial favorite: Southern Hemisphere that features the red fruit of the Prickly Pear Harvest Fresh Hop IPA. Southern Cactus, which has the aroma of strawberry, Hemisphere is the southern counterpart watermelon and honeydew, with to the popular Northern Hemisphere a tart mouth feel reminiscent Harvest Ale featuring fresh hops that of apple. ABV: 4.9% are picked, dried and shipped from Packages: 12 oz. bottles and New Zealand within seven days of the 12 oz. cans Availability: April fields. This beer showcases intriguing floral and herbal flavors and aromas of New Zealand-grown Southern Cross, Pacifica and Motueka hops.ABV: 6.7% Packages: 24 oz. bottles and draught Availability: May

14 HeadyTimes v.83 www.origlio.com SeasonalSELECTIONS Sly Fox SRT Stone Delicious IPA (Schuylkill River Trail) Ale This deep golden, citrusy Sly Fox Brewing Company in collaboration ale is dry-hopped exclusively with the Schuylkill River Heritage Area is with El Dorado hops added releasing a special seasonal beer – SRT late in the boil, both Ale. This golden, delicious, hop-forward abundantly and exclusively American pale ale is brewed specifically during the dry-hop stage, for craft beer fans who love the outdoors. providing the beer with At 4.7% ABV, it’s designed to be the prevalent herbal, citrus perfect post-activity beer. But that’s not and lemon-candy flavors the whole story… and aromas. An earlier hop addition of Lemondrop The beer is also a tribute to a beloved complements the El Dorado hops perfectly, enhancing recreational resource. A portion of the proceeds from the beer’s bold lemon taste. Stone Delicious IPA has a the sale of SRT Ale will be donated to improve and mild, dry malt character and the copious hop traits of a maintain the 130-mile trail that meanders near the traditional West Coast IPA. The hop flavors really explode brewery in Pottstown, PA, as well as Sly Fox’s original with a dominant flavor that reminds many of a lemon Brewhouse & Eatery in Phoenixville, PA. Not only is SRT Starburst candy! Ale contributing to trail upkeep, but the beer is a tribute to every step, paddle and pedal on the trail. “Brewing As if that’s not enough, this deliciously citrusy, hop- a tribute beer to the crown jewel of regional recreation driven IPA is crafted in a way which reduces the gluten was a natural for us,” said Sly Fox Brewmaster, Brian content! When Stone developed this beer, they took the O’Reilly. “The Schuylkill Watershed is vital to the work opportunity to go a step further and do something they’d we do and Sly Fox is committed to supporting it.” spent over a year researching and perfecting: creating ABV: 4.7% Packages: 12 oz. cans and limited draught a beer that makes it possible for nearly everyone to Availability: April experience their aggressive, no-holds-barred approach to craft brewing. It’s a flavorful, cutting-edge, modern- Sly Fox Grisette Working Class Ale day IPA for everyone. ABV: 7.7% Packages: 12 oz. bottles and draught Availability: Now! Nothing says summertime like Sly Fox Brewing Company’s refreshingly crisp 2015 Stone Imperial and surprisingly unique Belgian-style Russian Stout Grisette. Historically brewed for hard- working miners, Grisette Working Class Very little has been tweaked since the original Ale is an understated combination of brew back in 2000. This beer delivers a wheat and barley malt that pairs well dark malt backbone that transitions into with food and sunshine. A back-to- coffee and chocolate flavors, with subtle back GABF medal winner, including a notes of raisins and anise. The Warrior hops Gold in 2014, Grisette is a distinctive, provide the perfect bitterness to balance drinkable beer style for those who love saisons and out the robust attributes from the malt bill. other farmhouse ales. ABV: 5.6% Packages: 12 oz. ABV: 10.6% Packages: 22 oz. bottles and cans and draught Availability: May draught Availability: Limited quantities in late March Sly Fox Maibock Stone Chai-Spiced On the first Sunday in May, Sly Fox Brewing Company holds an annual Bock Festival that has become one Imperial Russian Stout of the region’s most anticipated events. One of the Part of Stone Brewing Co.’s “Odd Beers for traditions celebrated that day is the pouring of several Odd Years” program, Chai-Spiced Imperial highly-acclaimed bock beers, including Russian Stout is an ale brewed with tea the mouthwatering Maibock. Each and spices including cinnamon, cardamom, year, this customary springtime beer, black tea, clove, ginger and black pepper. brewed with German Vienna and Pils ABV: 10.6% Packages: 22 oz. bottles malts and Hallertauer hops, is named and draught Availability: Very limited in honor of the winner of the festival’s quantities in late March legendary Goat Races. ABV: 6.6% Package: Draught only Availability: April

www.origlio.com HeadyTimes v.83 15 SeasonalSELECTIONS Great Lakes Great Lakes Chillwave Double IPA Alberta Clipper Porter Great Lakes surfers work hard for their thrills. Bid farewell to winter’s cruel tyranny with the They wake before dawn, listening to the creamy, bittersweet dark chocolate flavors and weather report like school kids hoping for a fresh raspberry tartness of Alberta Clipper. snow day. If the waves are worthy, they ride. Named for the intense winter storms that No matter the cold, no matter the season, sweep the Midwest and Great Lakes regions, no matter the frozen crystals gathering in making those who live there a little tougher their beards, or the wind-whipping, white (and a lot colder), this porter is the perfect knuckle conditions they must face. Yeah, treat to celebrate the return of milder weather they’re all a little crazy. But Great Lakes and kiss those wintry winds goodbye – at didn’t craft their double IPA for the faint of least for now. ABV: 7.8% Packages: 12 oz. heart. Hop-forward with a balanced blend bottles and draught Availability: May of Mosaic and Nugget hops, this beer is a rush in a bottle. Drink Chillwave. Then Great Lakes go out and ride your own. ABV: 9.4% Spring Variety Pack Packages: 12 oz. bottles and draught Availability: Mid-March To celebrate the launch of the Great Lakes Green Tour (see details on pg 26) the brewery is releasing a new Spring Variety Great Lakes Pack featuring four new GLBC beers! Proceeds Rye of the Tiger IPA from the sales of this Rye of the Tiger has claws. Named for its package will benefit the fierce hop profile and sharp rye content, Rye tour’s deserving partner of the Tiger is a thrilling IPA with bite. With organizations. The GLCB its strong citrus and pine presence and a Spring Variety Pack includes: clean, dry finish, Rye of the Tiger is crafted Truth, Justice and the American Ale, a session IPA for the fighter in all of us, a powerful beer with a heroic amount of hop flavor and aroma,Lawn meant to inspire feats of strength and skill. Seat Kolsch, a refreshing and effervescent Kolsch If you can handle this hopped-up kitty, with a noble hop presence, High Striker Single, you’ve earned your stripes. Try it with fried a light-bodied Belgian single with mild fruitiness & chicken, milder blue cheeses and spiced spiciness and Holy Moses White Ale, a Belgian ale desserts. ABV: 7.5% Packages: 12 oz. spiced with orange peel, chamomile and coriander. bottles and draught Availability: Mid-April Availability: April

Evil Genius Evil Genius Ma! The Meatloaf! Mandarin Wit Shut Up, Meg! Hoppy Saison This Belgian white ale is infused This hoppy farmhouse saison has light spice notes with mandarin oranges. Notes mixed with hoppy citrus aromas and flavors.ABV: 5% of coriander combined with the Packages: 12 oz. bottles and draught Availability: April sweet fruit flavors and aromas will quench your springtime thirst! ABV: 5.5% Packages: 12 oz. bottles and draught Availability: Mid-March

16 HeadyTimes v.83 www.origlio.com SeasonalSELECTIONS Cape May Tower 23 Narragansett Summer Ale Named for Cape May’s World War II lookout tower, This sessionable blonde ale is made this German-style Berliner weisse has a taste that’s with 2-row pale malt and Citra hops. refreshing, tart, sour and acidic. There’s almost no Aromas of citrus and passion fruit are hop bitterness, but “look out” for a lemony, citrusy very evident, but mild on the palate. This sharpness. ABV: 3.5% Package: Draught only one’s perfect for warm weather drinking. Availability: March ABV: 4.2% Package: 16 oz. cans only Availability: Early April Cape May Saison Narragansett Del’s Blended with coriander and sweet orange peel, this brew is complex, with a spicy yeast profile.ABV: 6.3% Shandy Package: Draught only Availability: April Del’s Shandy is a collaboration between the iconic Rhode Island beer Cape May and the region’s favorite summertime Turtle Gut American Sour treat, Del’s frozen lemonade. The two flavors are combined to create a most Named for a Jersey shore inlet where a Revolutionary refreshing adult beverage. One sip War battle was fought circa 1776, this brew boasts a leads to another. Taste and enjoy for subtle earthy funk, malty sweetness and sharp acidity. yourself… it’s refreshingly different! Achieved with a mixed fermentation of Brettanomyces, ABV: 5% Package: 16 oz. cans only Lactobacillus and Saccbaromces, Cape May’s first Availability: April aged sour aims to please both seasoned drinkers and sour beer newbies. And Recoats and Rebels. ABV: 5% Narragansett Package: Draught only Availability: April 1980 Retro Sailing Cans Cape May The Bog The limited-edition Narragansett Sailing The Bog is a tart, cranberry wheat beer blended with can is a replica of the Narragansett can lemonade to create an uber-drinkable summer shandy from 1980. That was the last year that the – light and refreshing, while packing tons of flavor. New York Yacht Club successfully defended ABV: 3.9% Package: Draught only Availability: May the America’s Cup in Newport, Rhode Island – the capstone of an incredible 25 Cape May Cup winning streak. The next time the Cup Sophisticated Lady Summer Ale races were held in 1983 was the 12th and final time they were hosted in Newport, as the NYYC lost to the Think citrusy, snappy, super refreshing and thirst Aussies. This design was chosen by Naragansett fans, quenching – it’s a dame of a beer. ABV: 5.4% among 32 different retro ’Gansett cans, as the winner Package: Draught only Availability: May of the brewery’s Retro Can Madness contest last year. The brewery will release their flagship lager in these cool retro cans in 12 oz. 30 pack cans this spring! Availability: April Narragansett Lovecraft Series Innsmouth Olde Ale Brewed in collaboration with Revival Brewing, the second installment in Narragansett’s Lovecraft Series is a mysterious blend of malts with just a touch of hops, producing a dark, malty brew that is at once both familiar and out of this world! HP Lovecraft was a noted Anglophile, and this beer is representative of the select stock ales served at taverns and roadside inns in Olde England. ABV: 7% Package: 16 oz. cans only Availability: April

www.origlio.com HeadyTimes v.83 17 SeasonalSELECTIONS Dogfish Head American Beauty Saranac Gen IV American Beauty, an Imperial pale ale Gen IV is four generations of brewing: Fred and inspired by the Grateful Dead, captures the Nick, members of the brewery’s founding family, spirit of the band’s 30 years of touring and helped to “pilot brew” this session IPA with recording. Dogfish Head and the Dead both a hop-forward tropical character. This built their followings by connecting directly beer is dynamic and easy drinking. with beer lovers and music lovers, so the ABV: 4.8% Packages: 12 oz. folks at Dogfish Head asked those loyal bottles, 12 oz. cans and draught fans to help drive the recipe. From over Availability: Mid-March 1500 ingredient suggestions, organic granola came out on top! It was the main Saranac course in millions of parking lot meals Summer Pils and is a sweet and toasty complement to the barley and all-American hops Summer Pils is a crisp, refreshing German- in this beer. Try American Beauty with style pilsner with an American hop twist. This Thai food, Jambalaya or frites. ABV: 9% one-of-a-kind brew is perfect for summer Packages: 25 oz. bottles and draught days, nights and anytime in between. Availability: Limited quantities in March ABV: 5.2% Packages: 12 oz. bottles and draught Availability: April Dogfish Head Black & Blue Saranac 12 Beers of Summer Black & Blue is a Belgian-style golden ale fermented with black raspberries and blueberries. Because it 12 Beers of Summer is back for 2015 with three is dosed with real berries, rather than returning favorites: Legacy IPA, Summer Pils and artificial flavoring, the fruit comes through Cloud Splitter White IPA, and the new, hop-forward in the flavor, and aroma. The pureed session IPA: Gen IV! This variety pack is the perfect berries are added as the beer leaves summer companion! Availability: April the brew house. In fermentation, the yeast – the same one used in Red & White and Pangaea – feeds on sugars from the barley and the berries, giving Black & Blue a unique complexity. This beer pairs perfectly with spicy pork, toasted nuts and chocolate. ABV: 10% Packages: 25 oz. bottles and draught Availability: Limited quantities in March

Oskar Blues GUBNA Each year GUBNA is reinvented, taking 21st Amendment Monk’s Blood the season’s highest quality, most 21st Amendment founders Nico Freccia exciting hops and creating a formidable, and Shaun O’Sullivan traveled to Belgium complex Imperial IPA. The 2015 version to develop the recipe for this special beer, of GUBNA is brewed with whole-leaf visiting small, traditional breweries in the Galena hops. Columbus and Sorachi Ace hop fields of west Flanders, not far from hops are then added, giving the beer the famous Trappist abbey of Westvletren. spicy, black currant notes with subtle Monk’s Blood is designed to pair beautifully citrus overtones. It is then dry-hopped with hearty stews, creamy cheeses, rich with prodigious amounts of El Dorado, desserts or just by itself in a Belgian tulip Comet and Chinook hops. These hops create a dank, glass. ABV: 8.3% Packages: 12 oz. cans dense nose and unique blend of grapefruit, apricot, and draught Availability: March and herbs, creating the characteristic clean, bitter finish. ABV: 10% Packages: 12 oz. cans and draught Availability: Now! 18 HeadyTimes v.83 www.origlio.com SeasonalSELECTIONS Coronado Señor Saison Shipyard Melonhead This Belgian-style ale is infused with a little Crisp and quenching, Melonhead is a wheat ale South of the Border flavor and inspiration. with a refreshing essence of fresh watermelon. Señor Saison is a delicious cerveza brewed This light golden-colored brew is made with with white sage, agave syrup, Belgian process pale ale, whole wheat and Munich light candied sugar and spicy jalapenos. malts as well as Willamette and Saphir hops. ABV: 6.5% Packages: 22 oz. bottles ABV: 4.4% Packages: 12 oz. bottles and and draught Availability: May draught Availability: March Shipyard Summer Ale Shipyard Summer Ale is a traditional American wheat beer that’s less assertive in flavor than its Bavarian counterparts. With its inviting color, mellow malted wheat flavor and less hoppy characteristics, it’s sure to please those looking for a clean, cool taste sensation on spring and summer Coronado days. Try Shipyard Summer Ale with a Brewers Series Releases wedge of lime or lemon for an added taste sensation. ABV: 4.8% Packages: 12 oz. Coronado bottles, 12 oz. cans and draught Jurata Baltic Porter Availability: March Originally brewed in collaboration with Cigar City Brewing Company in 2014, this clean Baltic porter has notes of dark fruit, chocolate and slight roasted flavors. Dive in Abita Lemon Wheat and enjoy Jurata’s true-to-style, rich and complex taste. ABV: 8% Package: Draught only Availability: Limited Lemon Wheat is a crisp, refreshing beer made quantities in May with lemon peel for a fresh citrus taste and aroma. This unfiltered brew has a hazy, golden Coronado Barrelman’s Brown color and is made with lager and wheat malts, Centennial hops and Biere de Garde This mild brown ale is full-bodied with a sweet chocolaty yeast. This brew is an excellent choice with maltiness, a rich roasted character and mild bitterness. salads, shrimp and lobster. ABV: 4.4% ABV: 6% Package: Draught only Availability: Limited Packages: 12 oz. quantities in May bottles and draught Coronado Friar Starter Availability: May Light-bodied and straw-like in color, this Belgian Abita blonde is brewed with a Belgian yeast, providing a Seersucker Summer Pils hint of banana on the nose, fruity esters and a slight spicy finish.ABV: 4.8% Package: Draught only Seersucker Summer Pils is crisp and Availability: Limited quantities in May cool like its namesake. This traditional pilsner, made with pilsner and Carapils malts and German Tradition and Spalt hops, has a full-bodied malt flavor and hop bitterness with a light golden color. Try it with grilled chicken, salmon or garden salads. It is also a refreshing choice with spicier dishes like Mexican food and most Asian cuisine. ABV: 4.8% Packages: 12 oz. cans and draught Availability: April

www.origlio.com HeadyTimes v.83 19 SeasonalSELECTIONS Heavy Seas Phantom Ship Elysian Superfuzz Goldenrod in color with a dense head Blood Orange Pale and creamy mouth feel, this robust, Call it Orangesploitation. Superfuzz is a beer you can bold brew presents phenolic flavors get behind, with pale, Munich and Dextri-Pils malts and of white pepper and peach skin German Northern Brewer and Cascade hops to bitter from the warm fermentation, along and flavor. But it’s Citra, Amarillo and blood orange with vanilla and subtle spiciness peel and puree that’ll really get you on your feet. Never from the bourbon-barrel aging. dance? We’ll see about that. With a starting gravity of ABV: 9.5% Packages: 22 oz. bottles 14°P/1.056 and layer upon layer of mystical complexity, and draught Availability: Limited Superfuzz is shining, streaming, quantities in March gleaming, flaxen and waxen. ABV: 5.4% Packages: 12 oz. Heavy Seas Double Cannon bottles and draught Massively dry-hopped with a balanced malt Availability: April sweetness, this irresistible force showcases the power of bringing in the extra artillery. Heavy Seas kept the same malt recipe proportions as Loose Cannon, but pumped up the Plato to 22 (from 16.5) and doubled the hops! Double Cannon has the beautiful balance of Loose Cannon with Elysian Dayglow IPA double the firepower. Another Manic Lupululu! This is a beer with ABV: 9% Packages: 12 oz. bottles and the insistent beat of hops, as driving and draught Availability: April inevitable as a Full Moon party in Haad Rin. It drips with tropical, sunshiny Mosaic Heavy Seas and twinkles with touches of Eldorado Smooth Sail Summer Ale and Centennial. A touch of wheat hazes the malt bill a bit around the edges, and Smooth Sail is a refreshingly delicious, the IBUs are stuck in the mid-sixties. American wheat ale brewed with lemon ABV: 6.5% Packages: 22 oz. bottles and and orange peel for a citrus kick in the draught Availability: May finish. At 4.5% alcohol by volume, you’ll have your new pool beer! Available in cans, it’s the perfect beer for trips to the Sixpoint Abigale park, hiking, or just sitting on the beach A-BIG-ALE is the first canned Belgian brew from with friends. Kick back, relax and enjoy – Sixpoint... a wholly sanctified and indubitably bonafide a light breeze will take you to your happy high gravity elixir. Traditional Belgian yeast and candi place. ABV: 4.5% Packages: 12 oz. sugars ensure a zealous fermentation, classic dark fruit cans and draught Availability: April flavors and a big ABV. The brewery is not religious about Heavy Seas beer styles though, so they dosed this sucker with loads of American hops. It’s a modern take on medieval Mad Blackbeard’s Breakfast Science. ABV: 8% Packages: 12 oz. slim cans and This Imperial coffee porter is aged draught Availability: Now! in bourbon barrels and brewed with Chesapeake Bay Roasting Company’s Dark Sumatra coffee. Flavorful and complex, Blackbeard’s Breakfast features unique English malts, strong notes of caramel and a slight nut character. Paired with bourbon notes and the sumptuous Sumatran Coffee, this beer will please both coffee and beer connoisseurs alike. ABV: 10% Packages: 22 oz. bottles and draught Availability: Limited quantities in May 20 HeadyTimes v.83 www.origlio.com SeasonalSELECTIONS Port Brewing Older Viscosity The Lost Abbey 100% straight bourbon barrel-aged for a Witch’s Wit minimum of nine months, Older Viscosity takes The Lost Abbey’s Belgian-inspired wit full advantage of Port Brewing’s oak aging beer, Witch’s Wit is a lighter-bodied program, adding levels of complexity and depth. beer, spiced with Curacao, sweet orange The beer starts off with a coating of rich malts peel and coriander. Starting with flavors and dark chocolate and finishes in a dry, of fresh wheat and flaked oats, this bittersweet ending, balanced by a firm bitter refreshing ale is rounded out with notes tone and warming notes from the alcohol. of subtle spice. This is a great beer ABV: 12% Packages: 12.7 oz. cork-finished to pair with lighter fare such as fish, bottles and draught Availability: Very shellfish and salads and it also does limited quantities in May wonders with honey and light, tangy cheeses. ABV: 4.8% Packages: 25 oz. Port Brewing cork-finished bottles and draught Anniversary Ale Availability: Limited quantities in May This massively hopped, strong IPA is brewed in celebration of Port Brewing’s anniversary each year. Brewed with Columbus, Ayinger Maibock Amarillo and Simcoe hops and dry- hopped with Columbus, Amarillo and Citra, This draught-only seasonal from Ayinger Brewery is a Anniversary Ale has an intensely hoppy Bavarian spring celebration beer, brewed in the fall body with fresh tones of pine and citrus. and lagered over the winter. It has a full, malty body This seasonal release is sure to please any with spicy, aristocratic Hallertauer hops in hop head. ABV: 10% Packages: 22 oz. abundance. Rich amber/golden in color, a bottles and draught Availability: Limited clean lager fermentation means that every quantities in May nuance of flavor and the signature Ayinger malty elegance are crafted into a beautiful example of Port Brewing SPA brewing artistry. ABV: 7.5% Package: Draught (Summer Pale Ale) only Availability: Mid-March Summer Pale Ale is Port Brewing’s version of the iconic West Coast-style pale ale. When brewing a beer this way, the focus is solely on the expressive nature of the hops that the brewers choose for the beer. The first sip will confirm the importance of the hops with a citric, spicy start and end with a refreshing, dry finish. SPA is a beer brewed to be enjoyed all summer long… or as long as it lasts. ABV: 5.2% Packages: 22 oz. bottles and draught Availability: Limited quantities in May

Lagunitas Undercover Investigation Shut-Down Ale Lagunitas brewed this especially bitter ale in remembrance of the 2005 St Patrick’s Day Massacre and in commemoration of their 20-day suspension that followed. The ABC conducted an undercover investigation of the brewery, finding them guilty of operating a “Disorderly House”. They did the crime. They did the time. They get the bragging rights. This malty and rich beer with a snappy hop finish truly defies style... it is unforgiven and unrepentant. ABV: 9.75% Packages: 12 oz. bottles and draught Availability: March

www.origlio.com HeadyTimes v.83 21 SeasonalSELECTIONS Green Flash Road Warrior Dock Street Jip the Blood Road Warrior is not the standard summer Envision 1970s South Philadelphia, release, but it offers craft beer lovers a at the heart of the Italian American quintessential occasion beer option that immigrant community filled with shirks craft’s current lawnmower beer craze. hucksters, merchants, mongers An Imperial Rye IPA, Road Warrior is a beer and butchers. Among them you that is wholly satisfying for any season. would have found Dock Street’s While Road Warrior was named for the infamous, wheeling and dealing, brand’s sales team, this un-seasonable Jip the Blood. This Berliner release honors every craft enthusiast who weisse, fittingly brewed with blood refuses to settle for a bland, uninspiring orange puree, flows much like session brew. ABV: 9% Packages: 12 oz. the man they called Jip the Blood. It starts off with a bottles and draught Availability: May substantially quenching punch of sourness. That intense but pleasant tartness fades into a wonderfully balanced character and body with notes of citrus. Much like a Weyerbacher Blasphemy run-in with Jip, this beer comes on strong but leaves you with an enduring and unforgettable finish, or so Blasphemy is Weyerbacher’s Quad, aged in the story goes. ABV: 5.5% Package: Draught only bourbon barrels, but not overaged, so it’s Availability: Limited quantities in April picked up gentle vanilla oaky notes which complement rather than supersede the Dock Street Born Again Tripel complex qualities that already make Inspired by the strong pale Abbey ales of Quad such an incredible beer. Take an Belgium, “Born Again” Tripel is dosed already complex beer and add even more with Simcoe, Amarillo, Cascade nuance and flavor and you get this fine, and Saaz hops. Combined with an after dinner sipping brew. ABV: 11.8% authentic Belgian Abbey yeast strain Packages: 25 oz. bottles and draught and 60 pounds of Belgian candi sugar Availability: May syrup, this beer presents aromas and Weyerbacher flavors of citrusy tropical fruits and exotic spices with a hoppy, dry, lingering finish. Sunday Morning Stout ABV: 9% Package: Draught only Availability: Limited Sunday Morning Stout is an American Imperial stout quantities in May aged in bourbon barrels with coffee. The result? A beautiful ebony pour Rodenbach Caractère Rouge with a large, creamy, off-white head that lasts This beer is created by a six month fermenting and lasts. The aromas maceration with fresh fruit – cherries, raspberries and of roasted coffee and cranberries – based on the 2011 vintage Rodenbach bourbon awaken your (aged in a single foeder for two years). This senses while their fruit beer tastes pleasantly sour at first with flavors blend with hints an exceptional purity. Initially, you encounter a of chocolate, roasted refreshing, sour taste followed by a balance of malt, vanilla and sweet and mature flavors. The slight residual caramel. ABV: 11.3% sweetness balances out the taste Packages: 12 oz. combination of sour, sweet and bottles and draught dry. The dryness is mainly due to Availability: Mid-March the cranberries, which give the beer a particularly long and pure aftertaste. Rodenbach Caractère Rouge is reminiscent of the unique combination of delicacy and strength of a crisp Burgundy wine. ABV: 7% Package: 25 oz. cork-finished bottles only Availability: Limited quantities in April

22 HeadyTimes v.83 www.origlio.com Available Year-Round PERFECT FOR THE SEASON Verdi Strawberry Sparkletini Strongbow Hard Cider The newest member of the Sparkletini by Verdi Available in Gold Apple (sweet and family delivers a fruity and refreshing twist to golden with a crisp kick, a hint of their popular line of sparkling beverages. With green apple and a long, bittersweet just the right amount of fruit flavor, Strawberry finish) and Honey & Apple (a Sparkletini is a very versatile Spumante that is seamless blend of fresh apple taste an excellent addition to many other cocktail and silky honey), Strongbow Hard ingredients, including vodka (either plain or Ciders are gluten-free, 100% flavored). It also makes for a great punch Kosher and deliciously with a variety of ingredients. With a light, refreshing. ABV: 5% refreshing taste, Strawberry Sparkletini is the Packages: Gold Apple perfect choice whenever you feel like is available in 11.2 oz. enjoying a fun, sophisticated drink. bottles, 14.9 oz. cans and ABV: 5% Package: 25 oz. bottles draught. Honey & Apple only is available in 11.2 oz. bottles only Dogfish Head Namaste This Belgian-style witbier, that recently became Sea Dog Sunfish available year-round, is bursting with good karma. Made with dried organic orange slices, Sea Dog Sunfish is a light-bodied wheat fresh-cut lemongrass and a bit of coriander, beer with a fragrant peach essence and Namaste is a great thirst quencher. Try this a clean, refreshing grapefruit finish. It kind hearted beer with goat cheese, roasted is made with 2-row British pale, light turkey, Caesar salad or pasta with cream Munich malted wheat malts, Hallertau sauce. ABV: 5% Packages: 12 oz. bottles and & Willamette hops and is a dark straw draught color. Try it with salads, pork or peach cobbler. ABV: 4.6% Packages: 12 oz. bottles and draught Lagunitas Daytime: A Fractional IPA Sometimes you want a beer, Sixpoint Sweet Action then you realize how much crap you need to do before you The original Sixpoint style – hard to call it a day. This is the beer for define, but perhaps that’s why people you. Daytime is nicely dosed love it, Sweet Action is part pale ale, with big, round, hop flavors part wheat, part cream ale – all Sweet and a toasty malt foundation Action. This is a beer that your brain to satisfy your every need. But cannot categorize, but instead it speaks it still lets you stay in the game to do what needs to directly to your palate. ABV: 5.2% be done. ABV: 4.65% Packages: 12 oz. bottles and Packages: 12 oz. cans and draught draught

Samuel Smith’s Organic Fruit Beers The perfect way to welcome spring, Samuel Smith’s Organic fruit beers are beautifully aromatic and balanced, USDA Certified Organic and award-winning. Available in four varieties including Apricot, with a ripe, aromatic bouquet supporting a sweet, summery flavor with just a suggestion of stone-fruit tartness,Cherry , with a vibrant cherry character perfectly underpinned by deliciously complex beer notes, Strawberry, with smooth malt and aromatic strawberry flavors merging together with fresh, ripe strawberries shining through and Raspberry with an intense, mouth- watering fruit character derived from the natural acidity of organic raspberries. Package: 18.7 oz. “Victorian Pint” bottles only

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Celebrate Blue Moon Belgian White Belgian-Style Wheat Ale’s 20th Anniversary The 20th anniversary of Blue Moon Belgian White is this summer, but Blue Moon is kicking off the celebration early! From April through June, invite consumers to join in the festivities by getting their hands on complimentary 20th Anniversary glassware. Artfully Crafted point of sale will direct consumers to BlueMoonGlassware.com to receive two, limited-edition, 16 oz. pilsner glasses for just $5 shipping and handling while supplies last!

Coors Light Coors Light March for Adventure Wednesday Night This March, Coors Light will be Rivalries sending a winner and three Tune in to the NBC® Sports network on friends to Indianapolis for Wednesday nights in March and April for a three-night weekend NHL® Wednesday Night Rivalry® games starting on April 4, sponsored by Coors Light, the Official 2015. Winners of this Beer of the NHL. Philadelphia’s team national promotion will will be featured in games on March be awarded a Silver 25th versus Chicago and April 1st Pass with flight and versus Pittsburgh. hotel to fuel their March for Adventure. Fans just have to follow @CoorsLight, and Tweet using #SilverPassEntry from March 2nd to the 27th for a chance to win!

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Bring Summer to Life with Heineken Heineken believes that true insiders prize trip to be an “insider” of the city don’t simply let things happen, rather of their choice (one of 14 featured they make the most of every moment, Heineken cities), as well as other wherever and whenever that may be. occasion-relevant prizes. This summer, Heineken is inspiring With the app, consumers can virtually consumers to discover and share customize their bottles, share what’s unique experiences each time they cool around them, discover a variety of interact with the beer, whether in-store, savings, and more. When they choose at a bar or going about their day. Heineken, they can bring summer to From Memorial Day through Labor life… anywhere. Day, all Heineken Lager, Light, Dark Cities include New York, Las Vegas, and limited-edition Cities of the World Honolulu, Los Angeles, San Francisco, bottles can be scanned using an Miami, Chicago, Boston, Atlanta, augmented reality (AR) app: Blippar. Amsterdam, Rio de Janeiro, Tokyo, With each product scan, shoppers can Mexico City and Cape Town. enter a sweepstakes to win a grand-

Tecate Light: The Bold Light Beer That Gets You This spring, Tecate Light is connecting with Mexican Americans by bringing their duality to life. Tecate Light understands that its Hispanic American consumer is sometimes considered the American among Hispanics and the Hispanic among Americans. At retail, innovative and cleanly designed POS will connect with bicultural shoppers through messaging that addresses the duality of their occasions. In-store and social media will provide the opportunity for consumers to win a trip to Playa del Carmen, Mexico, and Tecate Light “Hecho en Mexico, Raised in America” swag. Through cross-merchandising partnerships, Tecate Light will provide the tools to elevate the party experience. Get the bold light beer that gets you!

Celebrate Dos de Mayo with Dos Equis For Dos Equis drinkers, Cinco de Mayo has always been a time to celebrate in unique ways with a more interesting beer. Because Cinco falls on a Tuesday this year, Dos Equis wants to help start the party early with Dos de Mayo, on Saturday, May 2nd. At retail, in-store displays will leverage one-of-a-kind Cinco-themed artwork that will attract shoppers’ attention and influence purchase. In the on-premise, accounts will be dressed with visually engaging Dos de Mayo POS elements, and consumers will receive authentic Cinco party items to celebrate. This year, Cinco celebrations start with Dos de Mayo!

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Dogfish Head Record Store Day The folks at Dogfish Head love music, especially listening to it the old school way on good ol’ vinyl. That’s why for the last 20 years, they’ve been brewing “Analog Beer for the Digital Age.” You’re familiar with their Music Series of beers, and now Dogfish Head is promoting Record Store Day, the biggest holiday for music collectors. As part of the Sam Smith Salute promotion, consumers will get The Sam Smith Salute, a call to toast a limited edition Dogfish Record the iconic British brewery that played Store Day poster in one of two a prominent role in the U.S. beer ways: either getting in line early revolution, takes place from April 1st enough at their favorite record through the 30th in 2015. It’s the store to be one of the first 50 fifth annual Salute, and accounts people to get a poster or, receive across the country will hold events. a free poster from a Dogfish display at their local participating Remember – or imagine – what beer Great Lakes retailer. The brewery has some drinking was like in America in 1978, Green Tour 2015 other tricks up their sleeve, and before the first Samuel Smith’s they’ll be spreading the word shipment arrived. There were about Goodwill. Good Vibes. Great Lakes. about Record Store Day with the 85 breweries in the U.S. and only In April and May, Great Lakes Brewing help of 550+ record stores across one was a craft brewery. Imports Co. will be partnering with non-profit the country and their powerful were few, and almost all were pale environmental organizations in 15 network of social media. Mark lagers. Today, the American beer cities to sponsor unique cleanup your calendars for Saturday, April scene is the most dynamic on the events and awesome after-parties 18th! planet. featuring Great Lakes beer, giveaways Each year in April, many great beer and music. In addition to establishing spots salute Samuel Smith with a green partnership with GLBC, each promotions, tastings, special prices, participating organization will receive and a chance to celebrate the annual a donation from Great Lakes to fund Samuel Smith’s Salute. Please join their good work in our communities. in: savour the benchmark beers The Green Tour has teamed up with from Samuel Smith’s, and recall the The Fairmount Park Conservancy prominent role this iconic British in Philadelphia who works as a brewery has played in the U.S. craft collaborative partner to lead and beer revolution. Build a display at support efforts which preserve and your store; add a new Sam Smith improve the Fairmount Park system beer or cider to your menu; write in order to enhance the quality of life about Sam Smith on your blog – and and stimulate economic development raise a glass with us in April! of the Greater Philadelphia Region. The Philadelphia stop of the tour will take place on April 26th and consist of a park cleanup and tree planting event at Lemon Hill Mansion and Park from 12PM to 3PM. Sign up to volunteer at glbcgreentour.com.

26 HeadyTimes v.83 www.origlio.com Programs Sly Fox SRT Spree Annually, The Schuylkill River National The SRT Spree will follow a Sly Fox launch team & State Heritage Area hosts the over the course of four nights and five days Schuylkill River Sojourn, a 112- (April 17th – 22nd) as they trek from Pottsville mile guided canoe/kayak trip on the to Philadelphia with a larger-than-life SRT Ale Schuylkill River that begins in rural can, welcoming beer and trail lovers to join in Schuylkill Haven, PA and ends seven along the way. The team will travel by kayaks, days later in Philadelphia’s Boathouse trail bikes, horseback, recumbent trikes and Row. The Sojourn is a way to advocate on foot to advance the giant can to the final and educate people about the river’s destination. Each day the Spree will stop importance, history and connection to along the trail for an organized trail cleanup those who live and work along it. Inspired and recognition of a local beer purveyor that by the Sojourn, the ceremonial release will introduce SRT Ale to the public. Area of Sly Fox Brewing Company’s SRT Ale will businesses and community organizations will be make the journey, north to south, delivering invited to join this movement as it draws awareness to the news of the beer along the way. trail – and the ale.

Score a Home Run with Wells Banana Bread Beer & Sticky Toffee Pudding Ale This April, encourage your customers to kick off opening day of the 2015 baseball season with “English beer Mike’s Hard Lemonade Partners with for America’s Game.” They can choose their The Boot Campaign favorite team with these Mike’s Hard Lemonade has partnered with The Boot Campaign, an amazing co-branded case stack organization whose mission is to promote patriotism for America and our military POA displays. community, raise awareness of the unique challenges service members face during & post-service and provide assistance to military personnel, past and present, and their families. Mike’s will donate $0.25 per Fridge Pack sold, up to $125,000, to this extremely worthy cause!

Oskar Blues Go Fish Yourself From now through April, Oskar Blues and Fly Fishing Film Tour are offering one lucky winner and a guest, an all- expense paid, fly fishing trip to Catalina Island, CA! The trip includes three nights in sunny southern California and two days of fly fishing in some of the most unique and pristine saltwater on the West Coast with preeminent guide, Captain Vaughn Podmore from Salty Fly Guide Service. VIP treatment throughout the trip includes an endless supply of Oskar Blues beer in addition to some sweet swag from Temple Fork Outfitters, Cheeky Fly Fishing, Fishpond, YETI Coolers and the Fly Fishing Film Tour. Specially marked cans of Oskar Blues as well as POS and social media will guide people to flyfilmtour.com/gfy/ to enter to win this awesome trip.

www.origlio.com HeadyTimes v.83 27 RetailEDGE Marketing Planning By George Latella

With the Big Game behind us and spring around the corner, it’s a great time to start your planning process. You may have heard the sayings, “If you fail to plan, you plan to fail” or, “Plan your work and work your plan.” But what do they really mean? Many of you reading this may not look and act like you do. How do they compete? Where have a plan. Planning does not insure success, but it does are they strong? Do they have a weakness? greatly improve your odds of being in business for a long time. Next, turn your focus to the internal environment. These are controllable factors. The model that I use for marketing planning, regardless of the size or type of business, is as follows: What is your company all about? (Brands, categories, services offered) The first step in the planning process is to analyze the external environment. These are the things that are How is your management team set up? outside of your control, but can significantly impact your Who are your current heavy users? (Primary target market) business in both a positive and negative way. Typically, we start with a lengthy discussion of the following areas and How is your product/brand currently positioned to the work with our clients to identify the extent to which they target market? impact their business. Evaluate your current strategy and marketing mix. Be What is happening in the political arena? Does a critical! particular party or person help or hurt what you are trying This helps identify what your company/product has to to do? offer. It should also identify whether or not your company Are there any legal rulings on the horizon? This could be is successful and/or has fluctuations in demand which specific to alcohol or things like zoning, parking, lawsuits might require promotional assistance. that impact retailers, distributors, restaurants etc. Finally, we help perform a SWOT analysis. This identifies Is the economy improving or declining? How does your the strengths and weaknesses as well as opportunities company perform in either situation? and threats that come out of external, internal and competitive analysis. If you can put one of your strengths What are the social trends? Social Media, texting, eat-in against a competitor’s weakness, you will generally be very versus take-out, buying local, food trucks, BYOBs, cans vs. successful. Similarly, if you can improve upon or eliminate bottles vs. draught, drinking with friends vs. drinking alone a weakness, that gives your competition one less way to and so on. attack you. How does technology impact your business? Think smart At this point, you have the framework or outline for a phones, e-commerce, POS systems, tablets, equipment, marketing plan. You can develop your product, price, delivery trucks, GPS etc. promotion and distribution strategies & tactics and start Competitive analysis is next. We guide our clients the game. This is something you can do yourself if you through an exercise to identify and evaluate direct and have the time and expertise or have someone help with indirect competitors. Don’t just think about the ones that this process. “Plan your work and work your plan!”

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.

28 HeadyTimes v.83 www.origlio.com The BeerGUY Not the Same Old Cinco By Steve (Esteban) Hawk One of the best CoronaRita clip, allows a subtle, yet to be crowned the king of Mexican things about living distinct Corona flavor to slowly seep pale lagers. This premium pilsner- in a country like into the Margarita. The combination style brew is full-bodied with a sweet, the U.S. is that is delicious and the presentation slightly hoppy nose and rich flavor. we celebrate garners a lot of attention from other You can’t leave Dos Equis out of the holidays of patrons. your Mexican fiesta. It is one of the many different Modelo Especial, a handcrafted most recognized Mexican brands, nationalities. pilsner made from all-natural thanks to its creative advertising We will all party on Cinco de Mayo, ingredients is another must-have. campaign featuring “The Most which everyone knows is the 5th of This rich, full-flavored beer captures Interesting Man in the World.” May, whether we speak Spanish or the essence of Mexico with its sharp, These hysterical spots on YouTube not. This traditional Mexican holiday, tantalizing sweetness. You’ll want to provide hours of entertainment, commemorating a victory over offer Negra Modelo as well. This and the brand’s slogan, “Stay French Forces in the 1800s, is a complex beer has chocolate and Thirsty My Friends” is the perfect day of pride for Mexican Americans, caramel flavors from the malt, and theme for a Cinco de Mayo and another reason for all of us is one of the richest, most robust celebration. Dos Equis Ambar is to celebrate. So what can you do beers of Mexico. It could be your a Mexican beer with swagger – a to make this day special for your headliner in regards to food pairing, hot blooded red-head that’s full- customers and successful for you? as it not only pairs well with the food, flavored, yet surprisingly smooth

“…stock up on Mexican Beers [for] a true Cinco fiesta…”

You will want to create a Mexican it’s also a perfect ingredient in a and Dos Equis Especial Lager is theme for the occasion, including number of Mexican recipes, including a crisp, refreshing, light-bodied music, entertainment, traditional black bean soup and beer marinated lager that drinks like a pilsner. food, and maybe even a sombrero chicken tacos. If seafood is a staple This savory, thirst-quenching brew or two. But the natural connection on your menu, then Pacifico is a has just the right balance of flavor is offering a wide variety of beers great option, as its clean and hearty and refreshment. Dos Equis also that are brewed and distributed from flavor makes it an exceptionally stands out when used to make beer Mexico. To truly tie-in to the holiday, drinkable lager that’s compatible with cocktails. Serve up a Dos-A-Rita consider showcasing some great all types of food, especially fish. If made with Dos Equis Lager, tequila, Mexican beers by pairing them with you want to offer guests something triple sec and sour mix. menu items or creating a new dish truly authentic, how about Victoria? And let’s not forget the beers of made with a Mexican beer, offering Newly available in cans, this ultra- Cerveceria Berber, one of the a beer flight of “five” Mexican beers, premium Vienna-style lager is largest artisanal independent discounting a mix-n-match “Cinco Mexico’s oldest beer brand – brewed producers of beer in Mexico. This six-pack” or serving a Mexican beer since 1865! brewery strictly adheres to quality cocktail or Modelo Especial Chelada. Tecate is one of Mexico’s fastest standards with four distinct brews So the question becomes… which growing brands. It comes in a can that define their portfolio:Clara, beers should you stock up on? and is, in fact, among the best- Ambar, Oscura and Negra. Their You can’t go wrong with Corona selling canned beverages imported lineup ensures that there is an option Extra and Corona Light. Just make to the U.S. Tecate is very refreshing, for every palate. sure to stock up on limes, as Corona easy to drink and pairs well with any Start getting in the mood now. Break is traditionally served with a wedge Mexican dish. Sol offers delicate out the maracas, the piñatas and on the side. Go one step further citrus notes, balanced by magical the enchiladas. But most importantly, and add CoronaRitas to your menu hints of vanilla, malt and zesty stock up on your Mexican beers, – the combination of a traditional or hop accents that quietly express because you can’t have a true Cinco frozen Margarita with an upside down themselves in the beer’s flavor while fiesta without them. Corona 7 oz. bottle, secured with a Bohemia has enough malt and hops

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3000 Meeting House Road Philadelphia, PA 19154

Corona de Mayo Cinco de Mayo is quickly approaching, which means it’s time to meet your amigos for some chips and guac, big laughs and of course, a few Coronas – the cerveza for all Cinco fiestas. In 2015, Corona Celebrate Cinco de Mayo with will present an all new, 360° campaign to enhance Modelo Especial the festivities and encourage friends to get out and celebrate Corona de Mayo together. The new In 2015, Modelo Especial is launching a new festive campaign includes vibrant, thematic POS, an all- look inspired by iconic cues bringing forth the new national TV spot with increased media support authenticity of the brand. The all new festive POS and the first ever Cinco digital campaign to drive and merchandise invites consumers to celebrate with awareness and bring in new Corona drinkers leading the authentic lager. Over the past four years, Modelo up to the brand’s most ownable holiday. With Cinco Especial has grown 11.6 million cases, outpacing the falling on a Tuesday in 2015, on-premise accounts competition by 6.6 million cases, and continues to can start the Cinco celebration sooner and have it last lead the growth at Cinco! longer with cinco days of Cinco events and activities throughout the weekend!