Fall 2020 | V.33

WE MAY NOT BE IN THE SAME BOAT BUT WE’RE ALL IN THE SAME STORM

Delivering Excellence Seasonals Rethinking Retail New Products Programs NIGHT SHIFT BREWING | FALL SELECTIONS | TIPS FOR CLEAN TAP LINES Letter toTHE TRADE In This ISSUE

Delivering the Taste of Excellence ���������������1

Cover Story �������������������������2

Feature �������������������������������4

Brewer Highlight �����������������6

E WANT TO BEGIN THIS LETTER TO THE TRADE BY SAYING FIRST AND Dublin General Store �����������8 foremost, we hope you and your loved ones are all doing well. It’s very rare to have any conversation these days without talking COVID-19. W Littleton Freehouse While the coronoravirus has had an unimaginable impact on all of us, there’s one thing we’ve learned as the pandemic continues to ebb, flow and unfold, it’s Taproom & Eatery ���������������9 imperative for not only companies, but individuals to be able to adapt quickly while being understanding toward others. Bookshelf ������������������������� 10 As a distributor, we have had to react swiftly to market conditions, with interruptions in supply chains, production levels and logistics as well as state- New Products ������������������ 11 mandated restrictions and the constant influx of new information. Through all of this, Amoskeag’s top priority remains the health and safety of our employees and our customers. We remain committed to providing a safe workplace New Packages ����������������� 13 environment for all our employees and the valued customers we service.

Despite the challenges we continue to face every day, we’ve seen the pandemic Seasonal Selections ���������� 16 bring out the very best in many people, from the healthcare staff and first responders fighting on the front-lines, to the essential workers providing food, products and services. These heroes include our own incredible Amoskeag team Programs ������������������������� 22 members who make sure our beer and other products get to store shelves and restaurant coolers to meet demand. Retail Edge ���������������������� 25 We all remain in this together. Our office, sales and delivery teams are always here to assist you, and we encourage you to reach out at any time. In the meantime, even though New Hampshire has been successful in preventing widespread infection, please stay safe and healthy. Now is not the time to relax coronavirus precautions. Hopefully very soon, we’ll put COVID-19 in the history books, but until then, thank you, as always, for your partnership and enjoy the rest of your summer.

Scott Proulx Ed Murphy VP of Sales President

Heady Times is published four times a year, courtesy of Amoskeag Beverages. DeliveringTHE TASTE OF EXCELLENCE Amoskeag People Get The Job Done Dave Gregoire Driver How long have you been with Amoskeag Beverages? 8 years. What’s your favorite part of your job? I love having my office on wheels. I get to travel from account to account and see different people each day. What’s the most challenging part of your job? Driving up Route 89 in a snowstorm! Your most used emoji? Coffee or tea? Coffee. Where would you go on your dream vacation? I’ve always wanted to visit Favorite meal and what beer you’d pair with it? Lobster with a cold New Zealand. Coors Banquet. Do you have a fun fact about yourself If you had your own talk show, who would your first guests be and you can share? Most people don’t know why? My guests would be Travis Pastrana, professional motorsports that in 2004, I did a 3½ year stint on competitor and stunt performer and Manchester native comedian, Adam night crew. Sandler, AKA, Larry the Cable Guy.

Rob Condict Purchasing Agent How long have you been with Amoskeag Beverages? 19 years and counting. What’s your favorite part of your job? It’s never boring! What’s the most challenging part of your job? Trying to guess what beer you are going to buy before you even know that you’re thirsty. Your most used emoji? Coffee or tea? Coffee. Favorite meal and what beer you’d pair with it? Herbed chicken with roasted sweet potatoes. Ironically, I can no longer drink beer because of the gluten. If I could, a Switchback Ale would go great with this meal. What do you like to do in your free If you had your own talk show, who would your first guests be and time? I enjoy spending time with my family why? Paul McCartney, Chef José Andrés and Jon Stewart. They’re all very and friends. inspiring and you know they’d have some great stories to tell. Where would you go on your dream What was your first concert? Allman Brothers Band at Dartmouth vacation? I’d love to go on a tropical College, 1981. vacation to Hawaii.

www.amoskeagbeverages.com HeadyTimes v.33 1 CoverSTORY Persevering During A Pandemic Doing what it takes to keep the doors open ven if you’ve never watched a single episode of the CBS television show Survivor, most likely you’re familiar with the Econcept. A group of very fit, competitive people faced with a barrage of difficult tests, battle it out to be the last person standing on a deserted island. Naturally, the sole survivor wins. Minus the desert island, does this sound like your work life right now? Just a few weeks ago, it seemed like we were making progress toward vanquishing the virus. The states and cities grappling with the highest incidents of hospitalizations and deaths, California & New York City, had successfully flattened the curve. Stringent shelter-in-place “red” restrictions were eased. But it was way too soon to declare victory. Infection rates soon began climbing in other parts of the country and it wasn’t long before “green” cities turned red. To lessen the spread of the virus, many states issued strict guidelines limiting how alcoholic beverages could be sold on premise (Please see sidebar for a brief rundown of NH guidelines). The requirements of social distancing, the added costs of personal protective equipment (PPE) and cleaning (on top facilities, so suppliers had to turn their of capacity restrictions) make it nearly impossible for full-service bars & focus to cans and the packaging materials restaurants to keep the doors open, let alone turn a profit. that carry them to market. Unfortunately, the demand across the country as well as The COVID-19 pandemic has been challenging for everyone. But for here in New Hampshire has just outstripped those whose livelihoods depend upon customers gathering in hyper- the supply and we’ve been dealing with out- social settings – bars, restaurants, hotels, clubs and catering venues – of-stocks in various canned products,” says adapting to the needs of safety-conscious customers and ever-changing Scott Proulx, VP of Sales for Amoskeag. government restrictions is daunting to say the least. But there are ways “We continue to work tirelessly with our to mitigate financial damage and be a survivor. suppliers to try and get our customers the Simplify, Simplify, Simplify beer they order. It’s been a very challenging situation to say the least.” Trying to please everyone is a costly business strategy (Be honest now, how many IPAs do you carry?). Even before the pandemic, customers Not to be forgotten are the local brands, overwhelmed by too many choices tended to spend less. And now the which are as valuable as ever for craft pandemic consumer is even less likely to try new things. During the drinkers. Most importantly, local brands shutdown, 69% of consumers reported buying brands they know and appeal to younger legal age drinkers trust. In these uncertain times, consumers aren’t shopping. They are (ages 21 to 34 years) who are the buying brands they know, which will deliver a reliable, comforting and consumers most likely to venture into bars quality experience. Right now, it’s wise to do away with slow moving and restaurants. products. Stick to a select, limited assortment of the fastest-selling Get Reacquainted with Your Sales Rep known brands in your market. It’s easier on the consumer and your staff, who in many cases are preparing orders to-go. Now is the perfect time to meet with your Amoskeag Sales Representative, who is What’s selling right now? Obviously, hard seltzers like White Claw and equipped with insightful information about Truly are safe bets. But when placing your beer order, think great brands the consumer and your situation. Your sales and category leaders. Tried-and-true classics in all category segments rep can do so much more than place an are growing in a way we haven’t seen in years. National crafts like order. Lean on your rep for their expert Sierra Nevada, Sam Adams, Harpoon and Blue Moon – buoyed by the knowledge of industry trends and top- introduction of Light Sky, are responsible for much of the increased beer selling beers. And they can also make sure sales. In fact, during the pandemic, these category leaders accounted for you don’t miss out on available programs 56% of that growth during the shutdown. designed to maximize profits. Mexican imports, such as Corona and Modelo are up, despite some Coming Back Strong and Safe fairly major outages caused by government-mandated brewery closings. And then there’s the can shortage. “When the pandemic hit in March, As consumers slowly start to return to breweries worldwide found themselves quickly needing to pivot away from on-premise accounts, above all else, kegs, which sell primarily to the on-premise, sports venues and banquet they’re looking to feel safe. It’s imperative

2 HeadyTimes v.33 www.amoskeagbeverages.com CoverSTORY to follow state and national guidelines and Current Alcohol Guidelines for NH Bars and Restaurants implement all social distancing measures While Granite Staters have been able to dine at outside to ensure your consumers know that you seating since late May, New Hampshire began to allow are making their safety a priority (Guidelines customers to enjoy dining inside restaurants with social can be found online at: www.covidguidance. distancing measures on June 15. nh.gov/sites/g/files/ehbemt381/files/files/ inline-documents/guidance-restaurants. • At restaurants in Rockingham, Hillsborough, Merrimack pdf). Also, a strong digital and social and Strafford counties, capacity is limited to 50 percent media presence will communicate your while in northern and western New Hampshire, that rule commitment to safety. Adding photos and doesn’t apply so long as tables are distanced six feet apart. language detailing what consumers can Although, some establishments have decided against expect upon visiting your business is very reopening for a variety of reasons, from cost savings to reassuring. And if you offer delivery and health concerns for customers and staff. to-go services, you should know that nearly • Social distancing, masking, and other safety requirements 60% of consumers say they use websites are in place to protect workers and patrons. and social media to “pre-shop” meal & • Servers are required to wear masks and guests must wear alcohol bundles before placing orders. masks until seated at their table which must be at least 6 We May Not Be in the Same Boat, feet away from the next table. But We’re All in the Same Storm • Sitting at a bar is not carved out as illegal specifically but As we went to press with this fall edition most accounts are not providing those seats because of Heady Times, it became obvious that of the constant proximity to the bartender and social the only constant in our lives right now is distancing regulations. uncertainty. That is why we chose such • Online and takeout orders are still very popular choices an unusual graphic for the front cover. and customers are still able buy beer and wine for pickup/ While we normally focus on a brand or takeout as well. prominent family of products, going the “business as usual” route just didn’t feel right when we are painfully aware of the challenges the pandemic presents to our valued customers, especially those in the on-premise. Please know that we are aware of the unprecedented challenges you are facing, and we stand ready to chip away at those challenges as best we can. On a lighter, hopeful note, the National Restaurant Association reports that the number one activity people miss is going out to eat with friends and family. We look forward to a time when customers can gather at their favorite spots without fear of infection, but until then please know that you can count on us to support you during our battle against COVID-19. 90% of consumers during the pandemic want trusted brands

Supplier Support Suppliers like Boston Beer and Molson Coors were quick on the jump when it came to helping support the on-premise during the pandemic. Molson Coors pledged $1 million dollars to the United States Bartenders’ Guild, a nonprofit that supports bartenders and other service industry professionals, millions of who were/are out of work due to widespread closures precipitated by the COVID-19 pandemic. Boston Beer’s Restaurant Strong program supports 20 states across the US, including NH and has provided over $4 million in donations to bars and restaurants to date. And the Restaurant Employee Relief Fund, of which Boston Beer is a founding partner, has donated over $20 million to help during the shutdown.

www.amoskeagbeverages.com HeadyTimes v.33 3 Feature Non-Alcoholic Could Be the Next Big Bang in Beer A niche category that was once the very definition of “tastes terrible” is growing thanks to creative brewers and curious, health-conscious consumers

ALFWAY THROUGH 2020, THE LATEST IRI DATA SHOWS THAT beer sales are looking as healthy as ever in the off-premise, with Hnearly all top, nationally trusted brands growing. But, while most beer pundits focus on the amount of traditional beer, wine and spirits sold, another segment has been quietly gaining ground: non-alcoholic beer. NA beer is projected to grow an impressive 32.5% in 2020, after an incredible surge of over 70% growth in 2019. What was once a small, niche category has since exploded, with gains credited to brewers creating new NA beers with more taste. You can have the amazing taste experience of an IPA, but it doesn’t have the alcohol in it.

beer option. NA beers are even a healthier alternative to sodas, which are full of either processed sugar or chemical sweeteners. Admittedly, the NA market is relatively small, currently sitting at a 2% share of the overall beer market. But hard seltzers were in a similar position just three years ago, and we’ve all seen how explosive that category has been. It’s no wonder that many accounts are doubling shelf space allocated to NA beers. And tried-and-true NA brands are getting consumer attention due to the renewed interest in the category. Anyone new to the non-alc world might be surprised to Pabst Blue Ribbon recognizes that today’s drinkers demand great tasting learn that Clausthaler, which launched in products with flexibility and options for a range of lifestyles. Synonymous 1979, remains Germany’s most highly- with creatives and doers, Pabst Blue Ribbon blazed its own path in awarded NA. And Kaliber, an alcohol-free 2019 and unveiled Pabst Blue Ribbon Non-Alcoholic, an authentic and pale lager from Guinness, which has been delicious non-alcoholic beer. The next generation of America is the most in the market since 1986, has a dedicated social and diverse ever, with a greater focus on health and wellness, as following of health-conscious beer lovers. well as community and connection. Pabst Blue Ribbon Non-Alcoholic, There’s a long-standing stigma that non- is an authentic product made with the finest hops and grains offering a alcoholic beer is terrible. But great taste great real beer taste, that allows everyone to join the occasion. alone gives consumers a reason to give Of course, consumer interest in healthier beverage options stoked these beers a try. Naturally, smart retailers brewers’ creativity, which resulted in a rise in great NA beer options. see the NA beer segment for what it is: Non-alc beers like Coors Edge and Brooklyn Special Effects are becoming a potentially explosive category in a beer the choice of mainstream beer drinkers looking for a healthy yet flavorful landscape that is evolving by the day.

4 HeadyTimes v.33 www.amoskeagbeverages.com Feature Fast Facts About Non-Alcoholic Growth

After growing over 70% in 2019, the non- alcoholic segment is projected to grow another 32.5% in 2020.

Like hard seltzer three years ago, non-alc is at 2% share of market.

Consumers consider non-alcoholic products a healthier alternative to soda.

Recent success for non-alcs has been attributed to more health-conscious consumers as well as brewers using new techniques to brew NA beers with more taste.

www.amoskeagbeverages.com HeadyTimes v.33 5 BrewerHIGHLIGHT Night Shift Brewing IGHT SHIFT BREWING WAS FOUNDED IN 2012 by friend trio Mike O’Mara, Rob Burns Nand Michael Oxton, who shared a passion for homebrewing. From the brewery and Taproom in Everett, to the distributing business, the Owl’s Nest beer gardens, coffee roasting and their latest location on Boston’s Lovejoy Wharf, what began as a nocturnal hobby has grown bigger than their wildest dreams. With this growing “family” in place, Night Shift tries to create better for their staff, customers, and community. L-R Left – Mike O’Mara, Rob Burns, Michael Oxton, founders A proudly independent business, the three founders collectively own just over 80% of it, with the remaining 20% owned by HT: How has your business been close friends and family. They maintain a relentless focus on three values affected by the COVID-19 pandemic? – inclusivity, integrity and innovation. RB: Our focus has always been on making Heady Times reached out to founder Rob Burns, to find out more about great beer easily accessible. While we love Night Shift Brewing. people to visit our taprooms, we want to make the same quality beer available on Heady Times (HT): How’d you decide on your brewery name and store shelves. Thankfully, our accounts have “hop owl” logo? supported us over the years, and especially Rob Burns (RB): We had the name Night Shift Brewing first, because during the pandemic. Our team has been we would come home from our day jobs and stay up all night brewing able to continue to brew safely and provide beer and working on our business plan in our apartment. The logo world class beverages for our fans. was designed by our co-founder Michael Oxton. He was thinking about HT: Can you explain how you came up nocturnal animals and an owl seemed like a cool direction. When he with your core lineup? realized he could make the body of the owl into a hop cone, magic happened! Michael drew the logo himself and started putting it onto RB: Whirlpool, our first brew of it was a the labels for our homebrews long before we had actual product on the 60 gallon batch we made in 2014. When shelves. Once the business started, our logo had long been figured out, it sold out immediately, we knew we’d which made that transition easy. created something special. Its recipe today is essentially the same as that first batch. HT: Tell us about your various locations: Everett, Lovejoy Wharf, An all-time staff favorite, it sips juicy, Owl’s Nest and Night Shift Eats. fruity and crisp, with minimal bitterness RB: Everett is the heart of the brewery. It’s home to our 60 barrel and big clementine notes. This bright, brewhouse, where the majority of our tasty liquids are produced. It’s vibrant beer is wonderfully drinkable and also the location of our Taproom, a big, industrial space with lots of remarkably refreshing. outdoor patio seating. We host a lot of great events here, from themed Santilli is lovingly named after our beer releases, to concerts and art shows. Lovejoy Wharf in Boston is brewery’s street address in Everett. We our restaurant, coffee bar and R&D brewhouse. We get to play around actually crowdsourced this recipe back in with new ideas on a much smaller scale at this brewery. The space was 2015. We brewed a series of IPAs and let designed to allow us to explore the intersection of various beverages like our fans pick their favorite. The winning coffee, wine, cider and food. The Owl’s Nests are seasonal beer gardens recipe was Santilli. It was especially cool to around the city. They are great spots to savor the precious few warm see this beer win the bronze medal in the months we get in New England. We are able to serve non-Night Shift American IPA category at the 2016 World beers and wines here as well, which makes it a great spot to showcase Beer Cup. Our fans have good taste! Santilli fellow like-minded brewers, wineries and cider companies! is a boldly flavored, beautifully balanced, HT: How are sales in New Hampshire? smooth-sipping IPA for every occasion. RB: We have a huge fan base that lives in the great Granite State. They Nite Lite: We looked at the light beer have been requesting our beer for a long time. We launched in NH in market a few years ago and decided we February 2020, and then this pandemic happened. To our surprise, that could make something better. Our brewers didn’t stop us from having a really successful rollout into the state. Products wanted a light, crisp, refreshing beer to drink are moving quickly off the shelves! We are still hoping to build a stronger at the end of their shift, and macro-beers in-person presence when the time is right to host events, tastings and meet were definitely not the answer! So, Nite Lite our fans. But for now, Amoskeag is doing a great job on our behalf. was born. We think beer drinkers deserve a

6 HeadyTimes v.33 www.amoskeagbeverages.com BrewerHIGHLIGHT Night Shift Starter Pack

If you’re new to Night Shift Brewing, start out with their core lineup, which has transformed them into a popular brewery in Massachusetts and beyond.

delicious light beer that’s full of flavor, while Whirlpool still easy on the palate. Nite Lite is that beer. At only 120 calories and 4.3% ABV, A soft, citrusy New England Nite Lite is a great companion for tailgates, pale ale with a malt bill of barbecues and pretty much any party. wheat, oats and barley; We can’t forget about our hard seltzer, generously hopped and dry- Hoot. Right now, we offer four awesome hopped with Mosaic and fruit flavor combinations. Back in 2018, Summer hops. we took notice of some hard seltzer trends in the market and asked ourselves if we could produce one we liked. For a year, we failed and made batch after batch of liquid that never even made it to the public for trial. Finally, we landed on a recipe and Santilli profile we were proud of, and that was the An American IPA that beginning of Hoot. Our Hoot hard seltzers are gluten-free, 4% ABV, 90 calories pours bright gold with and zero grams of sugar. Unlike many a nose of grapefruit hard seltzers that are watered down and zest and pine needles. back-sweetened, Hoot is fermented with wine yeast, creating a naturally crisp and It begins with big citrus refreshing profile for bright flavors. flavors and a light, HT: Do you have anything new on the malty sweetness. horizon that you’re excited about? RB: We are very excited about our new- in-2020 Santilli 12-packs, which are moving faster than we ever expected. This Nite Lite has us thinking other beers in our lineup might deserve the 12-pack format in years A craft light lager that pours to come. Also, we’re pumped about our sunny gold with a soft, white Hoot variety packs, which have been hard to keep in stock. We’re working on getting head and aromas of fresh a more consistent supply of these to all bread on the nose. It sips our thirsty hard seltzer fans. And finally, crisp with hints of biscuit and we are excited about the latest addition to our craft lager lineup, Nite Heavy (see citrus, finishing clean and New Products section pg. 11). This gold, light, inviting another sip. bold American lager is our best version of a classic style. Like our other craft lagers (Nite Lite and Lime Lite), Nite Heavy takes a swing at the macro-beer market. It’s a lager upgrade from the sea of sameness!

www.amoskeagbeverages.com HeadyTimes v.33 7 Off-PremiseSPOTLIGHT Dublin General Store HE HISTORY OF NEW HAMPSHIRE IS LONG AND STORIED, AND visitors and residents alike love feeling like they are a part of it. T That’s why so many people love general stores. Mention the Dublin General Store and watch people’s faces light up. It’s a charming New Hampshire store in the heart of the quaint town of Dublin. Heady Times caught up with Michelle Freeman, the very busy owner of Dublin General Store to find out more about her business, which has been around since 1842. Heady Times (HT): Why did you decide to buy a general store? Michelle Freeman (MF): My husband, Andy and I were living and working in Boston. Andy managed an automotive parts store and I Michelle Freeman, owner managed a gift shop. One day, Andy came to me with the dream of moving out of the city, to the country and buying a general store. We really didn’t know what we were doing. After looking at various properties in New England and upstate New York, we heard the Dublin General Store was on the market. So, 18 years ago we took a giant leap of faith, purchased the store and moved to Dublin, New Hampshire with our then, 2 year-old daughter. It’s felt like home ever since. HT: What sort of things do you sell? MF: We are your quintessential general store and a great spot to swing by and grab a coffee or lunch. We have a full service deli with traditional sandwiches, but the addition of a smoker changed what Dublin General offers. Ribs, pulled pork, brisket, salmon, turkey and duck are all in the rotation. We have a display case with rotating prepared dishes like fried chicken, meatballs, American chop suey and dirty rice. However, we are well known for our delicious homemade mac-n-cheese and our cookies. We bake a variety of made-from-scratch cookies, daily… I think we sold over 70,000 of these yummy treats last year! You’ll also find pantry staples, a good beer selection, fresh fruits and vegetables from local farms and products like maple syrup, barbecue sauce, eggs and specialty breads that are all sourced from area businesses. HT: Tell us about your beer selection. MF: We have four cooler doors of beer. We like to offer products that the big box stores might not carry. Amoskeag sells us Great Rhythm Squeeze and Sierra Nevada Hazy Little Thing, which sell well. With fall just around the corner, we will see more locally made pumpkin beers and ciders on our shelves, which folks passing by on their way to hike Mount Monadnock or do some leaf peeping are likely to pick-up. HT: Is there anything you’d like the readers to know? MF: We live upstairs above the store, so it feels like an extension of our home. We treat our staff and our customers like they are family. We focus on providing the things that have always made us so integral to small town life. Listening and talking to our customers is very important and we take pride in providing the best customer service. In today’s world of rushing around, Dublin General Store is a place where locals and tourists alike can connect or disconnect, pick up a few provisions or just take in the scenery.

Facebook.com/Dublin-General-Store • 1257 Main St., Dublin • 603-563-8401

8 HeadyTimes v.33 www.amoskeagbeverages.com On-PremiseSPOTLIGHT Littleton Freehouse Taproom & Eatery OCATED BETWEEN THE NORTHERN WHITE MOUNTAINS AND THE Connecticut River, you’ll find the picturesque town of Littleton. It’s L been named one of the best places to live in America with a vibrant Main Street lined with interesting shops and historic buildings, scenic riverwalk and a covered pedestrian bridge over the Ammonoosuc River. It’s also home to a fabulous place to stop for a cold craft beer and bite to eat, called the Littleton Freehouse Taproom & Eatery. Father-daughter duo, Steve Bromley and Jillian Sartorelli are true North Country locals with a passion for locally-sourced food and craft beer. Steve Bromley & Jillian Sartorelli, owners Both take enormous pride in their community and are committed to providing Littleton with a unique dining experience, offering food made with quality, fresh, local ingredients and maintaining the highest standards of guest service. Heady Times had the pleasure of chatting with Steve and Jillian to hear more about Littleton Freehouse Taproom & Eatery. Heady Times (HT): How’d you two get into the business? Steve Bromley (SB): Combined, we have well over 50 years of experience in this business. I started as a dishwasher and later became the Director of Food & Beverage at Loon Mountain. Jillian grew up in the industry, and as does a great job keeping us informed a baby could be seen strapped to my back, or of all the latest releases. Great North her mother’s, when we owned and operated the Moose Juice, Moat Mt. Miss V’s and Ammonoosuc Inn. Jillian went on to graduate Clown Shoes Clementine are a few with a business degree from Plymouth State beers that sell well here. University and has worked in resort hospitality, event management and HT: What else do you want our readers various restaurants. In 2018, Jillian approached me about opening our to know? own place. After throwing around a few ideas and going over a business plan, we found a great historic building and ultimately decided to open JS: Whether you’re craving our Burrata Littleton Freehouse Taproom & Eatery in December of 2018. Bruschetta, Montreal Brisket Sandwich, Ahi Tuna Tacos or Short Rib Ravioli, our HT: What’s the history behind the building? talented chefs are sure to please. Our SB: In the early 1900s, Henry Ford came up on a train and stopped in eclectic menu is driven by the ingredients Littleton and thought it would be a great location for a Ford Dealership. we source locally whenever possible. Even The building that we are in existed as a Ford garage until the mid-’70s. our ice cream is made right up the road at It’s been a great space for us. Bishop’s Homemade Ice Cream. We are so grateful for our customers and the Littleton ​HT: Tell us about your beer lineup. community who have all helped support JS: We go above and beyond to provide our patrons with a great us during these past few difficult months. selection of local brews from across the region. With 16 draught lines Stop by, we have wonderful outdoor seating that all rotate except one, the Littleton Freehouse offers guests a spot that’s perfect for a delicious al fresco meal to try something new. Our Amoskeag sales representative, Matt Palmer, and cold beer.

littletonfreehouse.com • 28 Cottage St, Littleton • 603-575-5410

www.amoskeagbeverages.com HeadyTimes v.33 9 Bookshelf In Praise of Beer By Charles W. Bamforth At around 140 pages, In Praise of But the really simple answer? should a hefeweizen be served in? Beer by British biochemist Dr. Charles Bamforth knows beer better than “A clean one,” is Bamforth’s cheeky W. Bamforth is one of the slimmer almost anyone. And after over 40 reply, but certainly without a slice tomes about beer available. At that years in the industry, he has a few of lemon. length, you might expect a pocket thoughts on the subject. But ultimately, Bamforth is the live- guide that covers only the very basics In 10 short chapters, Bamforth and-let-live type, uninterested in the of malt-based beverages. Instead, breaks beer down to the bare bones typical zealotry of the beer snob. As you’ll find a concise analysis of every and builds it back up again, with a chemist, he may argue against angle of the industry, from the history an investigation of the chemical nitrogenating most beers, and as a of brewing to packaging and selling, process of brewing all the way to the traditionalist, he may reject the entire from food pairings to our perceptions myth of the beer belly, with plenty of class of hazy IPAs (crazy, we know), of beer as a culture. delightful anecdotes along the way but as he repeatedly points out, it’s But just who is Charles Bamforth, (Bamforth was once called upon to only his opinion. After investigating and why should you read his book pair beer with bugs, which you can the subject for nearly half a century, when you’ve already read so many read all about in the Dining chapter). Bamforth’s ultimate conclusion is other beer books? Good question. simple: “There are no hard-and- And despite what his academic fast rules about what is or is not a The simple answer is that Dr. background might suggest, this is good beer.” Bamforth has devoted his life to not a chemistry textbook. In Praise of understanding beer. Just a few of Beer is full of moments of levity and his bona fides: he holds a PhD insightful comments (one might even in biochemistry and has worked say gossip) from Bamforth’s career in the beer industry since 1978, that make the technical details holding senior positions with Brewing approachable and entertaining for Research International and Bass any beer fan. Brewers in the UK. He taught at UC It’s not all fun and games, though. Davis for nearly two decades as the Throughout the book, Bamforth Anheuser-Busch-endowed Professor almost gleefully broaches the most of Malting and Brewing Sciences and controversial topics in beer. Do bigger was appointed Distinguished Professor breweries produce lower quality beer? Emeritus in 2018. He has published Bamforth says, “of course not,” citing more than 300 papers and written the high quality of beer produced or edited over 20 books about beer, by such breweries as Molson Coors and since 2019 has been the Senior and Boston Beer. What type of glass Quality Advisor to Sierra Nevada.

10 HeadyTimes v.33 www.amoskeagbeverages.com NewPRODUCTS Coors Seltzer Allagash North Sky Born in the Colorado Rockies, Coors Like a clear night lit by stars, this silky, has always had a heart for rivers. Belgian-inspired stout balances light But with 77% of America’s largest notes of fruit and sweetness with roasty rivers drying up, they knew it was malt. Inspired by late evenings spent time to take a stand. In partnership around a crackling campfire, North with Change the Course, Coors has Sky is brewed to merge lightness and released a seltzer with a mission darkness into a super-sippable stout. – to restore the rivers one can at a time. Shoppers ABV: 7.5% Packages: 16 oz. cans can support the cause by buying a 12-pack and and draught Availability: Year‑round, enjoying 4 refreshing flavors, each only 90 calories: beginning in September Black Cherry, Grapefruit, Lemon Lime and Mango. For every purchase, Coors will work with Change the Course to restore 500 gallons of fresh water back to Night Shift Nite Heavy the rivers. ABV: 4.5% Packages: Black Cherry: 16 and Nite Heavy is a gold, bold, pure American lager. 24 oz. cans; Mango: 24 oz. cans; 2/12 Variety Pack Pours honey gold with a pillowy white head. including Black Cherry, Grapefruit, Lemon Lime and Aromas of cereal and lemon citrus. It sips Mango: 12 oz. cans Availability: Year‑round, beginning smooth and refreshing, with notes of barley in September malt and honey. Light-bodied with a crisp carbonation that rolls off the tongue. ABV: 5% Truly Strawberry Lemonade Packages: 12 oz. cans and 16 oz. cans Availability: Now, year‑round Truly Strawberry Lemonade is a delicious mix of refreshing hard seltzer, sweet lemonade and juicy strawberries. Perfectly balanced Ohza Cranberry Mimosa with the sweetness of real lemonade and Ohza Cranberry Mimosa is just like one refreshment of seltzer to deliver a crisp, clean you’d make yourself with premium sparkling finish. ABV: 5% Package: 24 oz. cans only wine and real cranberry juice, but it’s less Availability: Year‑round, beginning in September caloric, less sugary and ready-to-drink. The cranberry provides an authentic New England twist on Ohza’s Classic Mimosa, with tart Little Grove by Allagash yet balanced cranberry flavor substituted for orange. ABV: 5% Package: 12 oz. cans only You’ll find refreshment wherever there’s a Availability: Year‑round, beginning in September Little Grove.

Peach and Kombucha High Noon Sun Sips Lime This sparkling session ale is fermented High Noon Sun Sips Vodka & Soda Lime has with peaches and blended with fresh juicy lime flavor with hints of lemon in a kombucha for the perfect balance crisp, lively sparkling water. Only 100 calories of light, tart, and bright flavor. & gluten free. ABV: 4.5% Package: 12 oz. ABV: 3.6% Package: 12 oz. cans only cans only Availability: Now, year‑round Availability: Year‑round, beginning in September High Noon Sun Sips Peach Blackcurrant High Noon Sun Sips Vodka & Soda Peach has fresh ripe peach flavor with hints of This sparkling session ale is brewed sweet nectar in a crisp sparkling water. with blackcurrants for the perfect Only 100 calories & gluten free. ABV: 4.5% balance of light, tart, and bright flavor. Package: 12 oz. cans only Availability: Now, ABV: 3.8% Package: 12 oz. cans only year‑round Availability: Year‑round, beginning in September

www.amoskeagbeverages.com HeadyTimes v.33 11 NewPRODUCTS Aqua ViTea AfterGlow Woodstock Inn Mountain Haze Hard Kombucha New England IPA In 2007, Jeff Weaber started brewing kombucha in Mountain Haze New England IPA is the basement of his Vermont farmhouse. The goal Woodstock Inn’s new 4/6 pack for was to craft a healthier alternative to soda for his 2020. It has a hazy, low bitterness, community by using the best organic ingredients hoppy juicy nose and is very easy and premium teas. More than a decade later, Aqua to drink. ABV: 6% Package: 12 oz. ViTea has grown into one of the largest kombucha cans only Availability: Now, brewers in the country, delivering authentic, non- year‑round alcoholic kombucha to health-conscious people. They also create Aqua Vodka, the only vodka born Woodstock Inn from the naturally occurring alcohol in kombucha. Honey Lemon Blonde Along the way, Weaber learned many lessons about The Woodstock Inn Brewery is kombucha brewing and now, for the first time, releasing Honey Lemon Blonde Ale is applying that knowledge to create AfterGlow, in 16 ounce cans. This is a light, an organic, gluten-free hard kombucha that refreshing blonde ale and is straw tastes great. in color. Woodstock Inn adds real Much like when Aqua ViTea started out brewing NH made honey to the finished kombucha in 2007, many folks today are looking beer. This brew is super easy to for something better: adult beverages that are drink and perfect for any occasion. organic and made from the best ingredients and ABV: 4.5% Package: 16 oz. cans brewing practices. Live for the AfterGlow, and only Availability: Now, year‑round wherever the day or night may take you.

AfterGlow Ginger Blue Wachusett Country Hard Seltzer With Ginger Blue Hard Kombucha, sparkling Lemonade Series Variety Pack berry and snappy ginger meet to make the perfect summertime refresher. This Ginger Wachusett Brewing introduces Country Hard Seltzer & Blueberry Hard Kombucha is USDA Lemonade Series Variety Pack. Country Hard organic, gluten- free, non GMO, vegan & Seltzer will feature four different flavors: Blueberry paleo friendly. ABV: 5% Package: 12 oz. Lemonade, Strawberry cans only Availability: Now, year‑round Lemonade, Raspberry Lemonade and Lime AfterGlow Citrus Rush Lemonade. ABV: 5% Package: 12 oz. cans Citrus Rush is like a grapefruit mimosa; only Availability: Now, not too tangy, not too sweet, full of fun year‑round bubbles. Enjoy a leisurely brunch, any time of day. This Grapefruit & Blood Orange Hard Kombucha is USDA organic, gluten- free, non GMO, vegan & paleo friendly. Seagram’s Escapes ABV: 5% Package: 12 oz. cans only Aloha Ice Variety Pack Availability: Now, year‑round Seagram’s Escapes newest variety pack! Seagram’s Stony Creek Escapes Aloha Ice Variety Pack is packed with these Big Wing Haze IPA amazing flavors:Hawaiian Stony Creek’s new year‑round hazy beer, POG, Strawberry Guava, Big Wing Haze IPA has a massive whoosh of Pink Pineapple Passion Citra, Simcoe and Mosaic hops with flaked and Island Berry. ABV: 5% oats. ABV: 9.3% Package: 16 oz. cans Package: 12 oz. bottles only Availability: Now, year‑round only Availability: Now, year‑round

12 HeadyTimes v.33 www.amoskeagbeverages.com NewPACKAGES A New Look for Coors Light Truly Hard Seltzer As a beer with cold at its Packaging Redesign core, Coors Light’s updated As the hard seltzer category continues to evolve packaging invites drinkers and new drinkers enter the segment, Boston Beer into the world of mountain is revamping all Truly packaging to be even more cold refreshment with an approachable, appetizing and gender- neutral. energetic feel. New cans and What’s changing? bottles, launching August 1, will call out the beer’s ice- Not too much… cold qualities, noting that it’s • The brand name, black logo and fruit will still be the “Cold as the Rockies” and focal points. They’ve been modified to be even more “cold filtered, lagered and packaged.” The new, modern distinctive and eye-catching. design will build on the success of the brand’s “Made • Fruit flavor is extremely important to hard seltzer to Chill” campaign, with brighter packaging that stands drinkers, so the flavor callout is more prominent and the out at retail and communicates Coors Light’s optimistic, fruit was enhanced to drive even more taste appeal. inviting personality. Availability: August • The Truly logo is bolder and the addition of a black Allagash White bracket creates a more defined lock-up. In addition to packaging, you’ll see the bracket show up on point of 12 oz. 6-pack Bottles sale and brand communications. For the first time in quite a while, Allagash White will be available in 6-packs of 12 oz. bottles. This award-winning wheat beer features a refreshing balance of citrus and spice. Coriander and Curaçao orange peel round out the flavor of this hazy Belgian-style ale. 6-packs will replace 4-packs, beginning this fall. Smirnoff Seltzer Red, White & ABV: 5.2% Availability: Year‑round, Berry Thank You Pack beginning in September Smirnoff Seltzer Red, White & Berry 2/12-pack can revamp will showcase New Dogfish Head Smirnoff’s Thank You campaign, 60 Minute Packaging while still highlighting zero sugar, 90 calories and 1g carbs. Smirnoff Consumers believe ‘off-centered’ beer defies tradition, is donating $1 for every Thank You offers unique flavors & high-quality ingredients and Pack sold, up to $400,000, to that an ‘off-centered’ brand is innovative, their Smirnoff for America fund, which helps charitable modern and light-hearted. So, Dogfish organizations across America support communities, Head thought it was time to crank up organizations and individuals who work tirelessly the off-centeredness on their flagship to build a better society in America. Learn more at brand. They refreshed the packaging to Smirnoff.com/ForAmerica. Availability: August align more with their brand ethos and further stand out on the shelf. Smirnoff Seltzer Core 12-Pack What do consumers think of the Variety Renovation new packaging? The Smirnoff Seltzer 12-pack variety High-quality: 87% of consumers said they believe has a new look and includes new this product will be high-quality based on its flavors! The Smirnoff logo is more packaging alone. prominent for awareness, while the More off-centered: 84% of consumers believe signature provides product quality the packaging embodies DFH’s ‘off-centered beer signoff. Zero Sugar is prominently for off-centered people’ ethos. displayed for reassurance, while the fruit imagery provides flavor cues. Included in the new hard seltzer mix are: More shoppable: Level of ‘findability’ and ‘ease Lemon Lime, Berry Lemonade, Black Cherry and of locating’ on the shelf significantly increased Orange. Availability: Year‑round, beginning in September with the refresh. www.amoskeagbeverages.com HeadyTimes v.33 13 NewPACKAGES Arctic Chill Stony Creek New Name for Arctic Summer Rebrands Core Lineup Mass. Bay Brewing Company’s Arctic Summer will be changing its name to Arctic Chill come September 2020. Why the name change? They want to make clear that their hard seltzers are not just for the summer season – they are to be enjoyed whenever and wherever you choose to “Chill” all year long. Arctic Chill will still offer the same flavors you know and love at 5% alc/vol, but now at 100 calories and 0g of sugar per serving! All Arctic Chill products are crafted with Polar Stony Creek Brewery believes this is the time for Seltzer and are year‑round offerings. Connecticut craft beer. And their ambitious team is doing their part to contribute creative, high-quality Arctic Chill beers that inspire people across the region, and The Weekender Mix Variety invest in a bright future for the state. Stony Creek is proud to unveil their newly rebranded core lineup This go-to variety of beers. pack contains Arctic Chill’s four original And if you’re in the neighborhood, Stony Creek recipes: Pineapple Brewery at 5 Indian Neck Avenue, Brandford, CT is Pomelo, Ruby now open! New hours: Monday-Thursday 12-9pm, Red Grapefruit, Friday & Saturday: 12-11pm and Sunday: 12-8pm Raspberry Lime, and Stony Creek Black Cherry. ABV: 5% Package: 12 oz. cans only Big Cranky Double IPA Availability: September A bold West Coast Double IPA, this is the Arctic Chill The Daytripper Mix crankiest of Stony Creek’s IPAs. Seven different hops swoop in on your palate Arctic Chill The Daytripper Mix includes: Fresh Lime, with a complex, juicy character, and Strawberry Watermelon, Mandarin Orange, and a dry finish. While remarkably cranky, Cranberry Lime. ABV: 5% Package: 12 oz. cans only this beer is extraordinarily drinkable. Availability: September ABV: 9.5% Package: 16 oz. cans only Availability: Now, year‑round Stony Creek Cranky India Pale Ale Assertive hop character enhanced by a smooth malt backbone are what define this IPA. Cranky is a blend of an East Coast texture and a West Coast riot of citrus and tropical fruit hops. ABV: 6.8% Package: 12 oz. cans Arctic Chill Raspberry Lime only Availability: Now, year‑round With juicy notes of raspberry and a refreshing lime finish, Arctic Chill Raspberry Lime is best served with a lime wedge over ice. ABV: 5% Package: 12 oz. cans only Availability: September

14 HeadyTimes v.33 www.amoskeagbeverages.com NewPACKAGES Great North IPA Now in 12 Packs Twelve 5 Brown Bomber Rebrand Great North IPA is inspired by Twelve 5 is making a major the bold and aromatic IPAs brand change. Brown of the West Coast. Generous Bomber is being rebranded hop additions give a bright to Rebel Hard Coffee, with and complex flavor with just new packaging and can the right malt balance to leave graphics! The liquid for two you longing for the next sip. core favorites, Mocha and ABV: 7% Packages: 12 oz. Vanilla will remain the same, cans, 16 oz. cans and draught but their Rebel Cold Brew is being reformulated. Availability: Now, year‑round It is now dairy- free and only 120 calories, with a very sessionable 4.2% ABV. These hard coffees are Great North ideal for a morning “kick”, an afternoon push or an Tie Dyed Now in 12 Packs after-dinner treat. Tie Dyed is a sessionable Rebel Hard Coffee pale ale that’s aromatic Mocha Latte and refreshing. Brewed with Citra, Amarillo, and Cascade Ideal for any experience, hops, this lively beer is light, Hard Mocha Latte is the crisp, and packed with flavor. perfect mix of smooth ABV: 5.4% Packages: 12 oz. and creamy. Dangerously cans, 16 oz. cans and draught delicious with a blend Availability: Now, year‑round of Colombian coffee, chocolatey cocoa and alcohol, this hard Baxter Brewing Rebrands coffee takes you to the fringes of extraordinary. Hot off the milestone production of their 100,000th ABV: 5% Package: 11 oz. cans only barrel of Stowaway, Maine’s top-selling IPA, Baxter Availability: Year‑round, beginning in August Brewing entered 2020 with a new look and slew of new beers. The core lineup, built around Stowaway, Rebel Hard Coffee was rebranded with clean artwork that highlights Vanilla Latte Baxter Brewing’s Maine heritage. The first brewery in Maine to package its beer exclusively in cans, Vanilla Hard Coffee has a stimulating aroma Baxter continues to amalgamate devotion to quality, of coffee and vanilla with a rich, creamy flavorful beer with an unbridled love for the outdoors taste and smooth, sweet velvety finish. This and natural conservation. The four brands that make delicious blend of flavors is derived from up the Baxter core are conveniently sampled in the 100% Arabica coffee beans, real cream and redesigned Variety Pack. From thirst-quenching lagers real vanilla beans. ABV: 5% Package: 11 oz. to big, bold stouts, Baxter Brewing continues to deliver cans only Availability: Year‑round, beginning uncompromising flavor in cans built for adventure. in August Baxter Redesigned Variety Pack Rebel Hard Coffee Meet the “Core Horseman” of the Baxter Brewing beer Cold Brew stable. The 12-can variety pack includes two IPAs and This delicious, non-dairy blend of flavors two lagers: flagshipStowaway IPA, the softer, crisper derived 100% from the best Arabica Couple More Miles IPA, along with Staycationland coffee beans has a stimulating aroma Brilliant Lager, and the light, of Arabica coffee with a Mexican-style Logger Road. refreshingly satisfying All four offerings will leave finish. ABV: 4.2% you pondering life’s eternal Package: 11 oz. cans question, “Which Baxter only Availability: Year‑round, beer do I like the most?” beginning in August Package: 12 oz. cans only Availability: Now, year‑round www.amoskeagbeverages.com HeadyTimes v.33 15 NewPACKAGES SeasonalSELECTIONS Switchback Ale Rebrand When Demand Exceeds Supply Switchback Ale six packs Many of our craft seasonal and specialty releases are and stubby labels available in limited quantities. Breweries only produce a have a new look… certain amount of their specialty beers and Amoskeag does same delicious beer, with a fresh new look! all they can to get as much product as possible. In addition, Switchback Ale was this magazine is compiled months prior to the decision made developed as a flavor by the brewery to allocate their products to the wholesaler. concept, not adhering Variations in production for some of these limited release to any style guidelines. offerings will fluctuate, resulting in lower quantities than Using only traditional ingredients, anticipated. If you are interested in something you see in Switchback Ale is an unfiltered, reddish- this publication and it is out of stock when you place your amber ale which is particularly well-balanced, order, please contact your Amoskeag Beverages sales allowing for complexity of flavor coupled with an representative to discuss a similar product. unusually smooth and refreshing character. Five different malts, select hop varieties, and Switchback’s own specially cultivated yeast create an ale which leads with Blue Moon hop flavors and a subtle impression of fruit (the yeast’s Harvest Pumpkin Wheat contribution), followed by a palate pleasing malty finish. Nationally recognized as a seasonal ABV: 5% Packages: 12 oz. stubby bottles and draught favorite and the first pumpkin beer Availability: Now, year‑round of its kind, Harvest Pumpkin Wheat returns with the autumn flavors Woodstock Inn we’ve all grown to love. Crafted with Double Pig’s Ear Brown Ale real pumpkin and harvest spices such as cinnamon, nutmeg, cloves Woodstock Inn Brewery decided to rebrand their Double and allspice, this wheat ale delivers Pig’s Ear can art work. Same beer though. This new a taste any autumn enthusiast will enjoy. ABV: 5.7% look has a retro feel with an outdoorsy spin, perfect Package: 12 oz. bottles only Availability: August branding for their brewery. A double brown ale that’s twice as alcoholic as regular Pig’s Ear, Leinenkugel’s Oktoberfest yet deceptively easy to drink. Leinenkugel’s is tapping into This nutty ale has rich caramel their German heritage with and toffee flavors.ABV: 8.4% their seasonal Oktoberfest. Packages: 12 oz. cans and Honoring six generations of draught Availability: Now, German brewing traditions, this year‑round Märzen-style beer has a toasted malt flavor and subtle, spicy SingleCut hop notes that make it perfect for celebrating fall. ABV: 5.1% Softly Spoken Packages: 12 oz. bottles and Magic Spells IIPA 12 oz. cans Availability: August A modern classic, bursting with Leinenkugel’s intense aroma of sweet orange juice, ripe apricot, mango and Harvest Patch Shady pineapple, with gentle resinous A shandy is a beer mixed with a little edge. Softly Spoken Magic Spells something extra, like soda, juice or IIPA has all hand selected hop ginger ale, so every fall, Leinenkugel’s buds, built on imported Scottish releases their famous Harvest malt, and made with SingleCuts’ Patch Shandy with natural pumpkin proprietary house yeast strain, making the cleanest, spice flavor. It’s a delicious blend of most absurdly delicious hazy IIPA possible. ABV: 8.6% traditional Weiss beer, nutmeg, allspice, clove and a bit Packages: 16 oz. cans and draught Availability: Now, of pumpkin. ABV: 4.2% Packages: 12 oz. bottles and year‑round 12 oz. cans Availability: September

16 HeadyTimes v.33 www.amoskeagbeverages.com SeasonalSELECTIONS Samuel Adams OctoberFest Twisted Tea Passion Fruit First brewed in 1989, Samuel Adams OctoberFest is Twisted Tea’s newest flavor has the great taste the brewery’s take on the traditional Märzen style. of iced tea with a twist of passion fruit. ABV: 5% A blend of hearty malts creates a deep, smooth Packages: 12 oz. bottles and 24 oz. cans flavor with notes of caramel, fit for any celebratory Availability: Now! occasion. ABV: 5.3% Packages: 12 oz. bottles and draught Availability: August Smirnoff Seltzer Samuel Adams Jack-O Seasonal Variety Pack Jack-O’s cinnamon and nutmeg aromas are as Along with a new look, the fresh as a warm pumpkin pie. This new pumpkin Smirnoff Seltzer Seasonal Variety ale features real pumpkin with an ideal balance 2/12-Pack includes new hard of seasonal spices for a crisp, refreshing finish. seltzer flavors:Peach , Lime, ABV: 4.4% Packages: 12 oz. bottles and draught Blackberry and Raspberry. Availability: August Availability: September Samuel Adams Sweater Weather Variety Pack Sierra Nevada Oktoberfest The Sweater Weather Fall Variety This Festbier is a refreshing ode to Pack has a beer to complement beer’s biggest party. Toasty malts and the change of seasons, from the German hops yield notes of fresh first cold front to the rare heat bread and floral, fruity character for wave, it includes: Sam Adams a balanced, crisp lager that makes OctoberFest, Jack-O, Sam ’76 and any moment festive. ABV: 6% Boston Lager. Availability: August Packages: 12 oz. bottles and draught Availability: August Dogfish Head Punkin Ale Sierra Nevada Narwhal DFH Punkin Ale is a full-bodied brown ale Narwhal Imperial Stout is inspired by with smooth hints of pumpkin and brown the mysterious creature that thrives sugar. Brewed with real pumpkin meat, in the deepest fathoms of the frigid brown sugar and spices, Arctic Ocean. Featuring incredible Punkin Ale made its debut depth of malt flavor, rich with in 1995 and Dogfish notes of espresso, baker’s cocoa, Head has been roasted grain and a light hint of brewing it every year smoke, Narwhal is a massive, malt-forward since! ABV: 7% monster. Aggressive but refined with a very smooth body Packages: 12 oz. and decadent finish, Narwhal will age in the bottle for bottles and draught years to come. ABV: 10.2% Package: 12 oz. bottles Availability: August only Availability: August Dogfish Head 120 Minute IPA Mike’s Hard Tangerine Lemonade 120 Minute IPA is continuously hopped with a copious amount Mike’s Hard Tangerine is a perfect blend of high-alpha American hops of lemon and fresh tangerine flavor with throughout the boil and whirlpool, a touch of clementine and mandarin. and then dry-hopped with another There’s an ideal balance of tartness pallet of hops. Unfiltered and and sweetness in every sip, with a nice, abundantly hoppy, it’s the Holy clean finish that makes it incredibly Grail for hopheads! ABV: 15-20% refreshing and extremely drinkable. Packages: 12 oz. bottles and ABV: 5% Package: 12 oz. bottles only draught Availability: August Availability: August

www.amoskeagbeverages.com HeadyTimes v.33 17 SeasonalSELECTIONS Clown Shoes Gordo Harpoon Flannel Friday Imperial Pumpkin Stout Citra, Simcoe and Cascade This graffiti-tagging, skateboard-ripping combine with subtle notes shredder of an Imperial Pumpkin Stout was of caramel and roast in this certainly worth the wait. Aged in bourbon seasonal amber ale. The sun barrels, Gordo mingles rich bourbon notes is bright, but the air is crisp – with pumpkin flavor, a seasonal spice array, it’s time to add another layer and a strong malt profile.ABV: 10.5% and crack a beer. Fall is here! Packages: 19.2 oz. cans and draught ABV: 5.7% Package: 12 oz. Availability: August cans only Availability: August Clown Shoes Harpoon Fantasy League Churro Sombrero This limited 2/12 can mix of four recreational session beers is Only the bravest Clown Shoes Luchador is perfect whether you’re warming willing to face the tyranny of the churro. up, cooling down or cheering 2020’s final release in the Sombrero Series from the bleachers. The variety is Churro Sombrero Mexican-style chocolate pack includes: Rec. League stout, with additions of cinnamon and vanilla hazy pale ale; Farm League beans. A malt bill headlined by dark and hoppy farmhouse ale; Bush chocolate malts mixes makes for smooth League hoppy American pilsner and approachable palate that is both rich in and Night League session black IPA. Availability: Now! flavor and rewardingly drinkable.ABV: 7% Packages: 16 oz. cans and draught Harpoon Tailgater Availability: October Whether you’re lighting up a Clown Shoes grill or cooling down after a Pecan Pie Porter foliage-filled hike, this mix pack has everything you need for fall The Clown Shoes seasonal classic returns! including: Harpoon’s flagshipIPA ; Pecan Pie Porter has been a staple of their fall the easy-drinking Rec. League; lineup for years. This robust American porter fall favorite Flannel Friday and blends sweet dessert flavors with bold roasted malt and the classic Octoberfest. Availability: August a touch of lactose. ABV: 8% Packages: 16 oz. cans and draught Availability: October Harpoon Dunkin’ Pumpkin Inspired by everyone’s favorite fall latte, this UFO Pumpkin ale is brewed with pumpkin, fall spices and a splash of coffee. This fall treat There are a lot of reasons people love fall, but is another tribute to all the days that UFO Pumpkin is pretty high on the list! The right Dunkin’ has helped Harpoon fire up the touch of pumpkin and seasonal spices make brew kettle. ABV: 5.2% Package: 12 oz. this a favorite beer to reach for as the season bottles only Availability: Limited turns. ABV: 5.9% Package: 12 oz. cans only quantities in September Availability: August Harpoon UFO Leaf Peepin’! Dunkin’ Dozen Fall’s the perfect time for getting This special seasonal 2/12 outside. And the Leef Peepin’! mix can mix of four Dunkin’- pack is the perfect complement to a inspired beers includes: hike, a mountain climb or a nature Dunkin’ Pumpkin, Dunkin’ stroll to see the leaves change. The Coffee Porter, Dunkin’ Leaf Peepin’! 2/12-pack can variety Boston Kreme Stout and Dunkin’ Jelly Donut IPA… includes: UFO White, UFO Light Force, UFO Boarding all brewed with real Dunkin’ coffee or real Dunkin’ Pass IPA and UFO Pumpkin. Availability: August donuts! Availability: September

18 HeadyTimes v.33 www.amoskeagbeverages.com SeasonalSELECTIONS City Roots Pumpkin Rebel Hard Coffee Seasonal spice and everything nice! Back Pumpkin Spice Latte for its second year, City Roots Craft Cider With a wonderfully stimulating aroma of coffee, Pumpkin combines our favorite fall flavors cocoa, spices and pumpkin this seasonal hard into one seasonal cider. Fermented from coffee has a rich, creamy taste and a warm 100% fresh-pressed apple juice with finish. Pumpkin Spice Latte is a delicious blend pumpkin puree and a cozy blend of spices, of flavors derived from 100% Arabica coffee this semi-dry cider is all-natural, easy- beans, real cream, cocoa, spices and pumpkin. drinking, and perfectly balanced. ABV: 5% Ideal for that crisp fall morning “kick”, Saturday or Packages: 12 oz. cans and 16 oz. cans Sunday football tailgate, cool afternoons or as an after- Availability: August dinner treat. ABV: 5% Package: 11 oz. cans only Availability: August Great North Marzen Rover Amber Lager Wachusett Autumn Mix Pack Lightly hopped with a blend of malts creating Nothing says “Welcome a bready, honey-like flavor, Marzen Rover has to Autumn” like a mix a touch of sweetness, followed by a clean dry pack of ales! Wachusett’s finish making it easy drinking yet satisfying. seasonal mix pack ABV: 5% Packages: 16 oz. cans and draught features Blueberry, Availability: September Blood Orange, Strawberry and Boo- Yeah!, which is a spiced pumpkin ale. Perfect for Brasserie D’Achouffe all your fall celebrations. Discovery Pack Package: 12 oz. cans Brasserie D’Achouffe, Belgium’s premier craft brewery has only Availability: August developed a world renowned reputation for perfectly crafted beers deep in the Ardennes forest. For the first time, you Baxter Firestack Red IPA will be able to purchase four beautifully balanced Chouffe beers along with a signature Chouffe glass in a gift pack. Firestack Red is a ruby-hued red ale that The Discovery Pack includes: LaChouffe, Spiced Golden is alluring in appearance and explosive in Ale, Cherry Chouffe, Houblon Chouffe, IPA Tripel and taste. Layers of crisp, aromatic hop flavors N’Ice Chouffe, Dark Winter Ale. Package: 11.2 oz. are delicately layered with a malt profile bottles only Availability: October to deliver a well-balanced beer perfect for sipping by the fire on a cool autumn eve, or as the sun sets low after hard day of work. ABV: 6.3% Package: 12 oz. cans only Availability: August

Area Two Brett Noir This beer’s label may be mostly black and white, but its flavor is vivid color. Area Two Experimental Brett Noir is fermented Narragansett Fest Märzen Lager with pinot noir grapes and Brett “B” Based on the Bavarian-style beer that yeast, and then aged nine months in red Narragansett produced in the ’60s and ’70s, wine barrels sourced from a venerated this elegant Oktoberfest-style Märzen is brewed Napa Valley vintner. The result of this with the highest quality German malts and blockbuster is a complex thriller with hops. Weyermann’s Munich malt creates a rich, funky fruit and matured grape notes. bready and toasty base, while Tettnang hops ABV: 7% Packages: 16 oz. and draught add a crisp, but subtle and dry, spiced finish. Availability: August King Gambrinus would be proud! ABV: 5.5% Package: 16 oz. cans only Availability: August www.amoskeagbeverages.com HeadyTimes v.33 19 SeasonalSELECTIONS Two Roads Roadsmary’s Baby Smuttynose Pumpkin Ale Rum Barrel-Aged Pumpkin Ale Smuttynose Pumpkin Ale is Roadsmary’s Baby is a traditional pumpkin ale brewed with real pumpkin with a Two Roads spin, it’s aged in rum barrels and traditional spices, think for added complexity and depth of flavor. The cinnamon, nutmeg and result is a smooth drinking ale with notes of clove. It’s a hearty, deeply pumpkin, spices, vanilla, oak and a touch of balanced ale with a cornucopia rum. ABV: 6.8% Packages: 12 oz. bottles, of fall aromas to match a 12 oz. cans and draught Availability: August flavor profile that’s robust and complex without being Two Roads overwhelming. ABV: 5.9% Packages: 16 oz. cans and Ok2berfest Marzen draught Availability: August Modeled after the classic “Marzenbier,” Ok2berfest’s style is that of traditionally the Smuttlabs beer served at the Munich Oktoberfest. It All Scream possesses a smooth, toasty malt profile with Orange Creamsicle a crisp character of traditional German hops. ABV: 5.8% Packages: 12 oz. bottles, 12 oz. Pale Ale cans and draught Availability: August All Scream Orange Creamsicle Pale Two Roads Tanker Truck Sour Ale serves up a full Series: Blueberry Lemon Gose and creamy lactose base, blanketed in Two Roads is driving a tanker truck down a road less a comforting warm traveled with this Blueberry Lemon Gose (pronounced vanilla, and finished with GO-sah). This series of unique ales are kettle soured an adventurous, yet familiar in their very own tanker truck orange. This new ol’ favorite trailer – a former milk tanker like won’t last long, so catch the one on the front label – that’s the truck before it’s gone for the season! ABV: 5.5% parked right on the grounds of Two Package: 16 oz. cans only Availability: August Roads brewery! Expect a classic gose sour and salty interplay Smuttynose with subtle notes of blueberry accented by the sweet and sour Blackberry Burst Sour notes of Meyer Lemon. ABV: 4.8% Fresh, luscious blackberry flavor Packages: 16 oz. cans and explodes from the first sip to draught Availability: September the last, while the clean, acidic tartness leaves your palate tingling and craving more of Smuttynose our Blackberry Burst Sour. With Whole Lotta Galaxy its striking purple hue, clean tart bite and smooth fruity Double IPA finish, you’ll want to bring a Introducing Whole Lotta Galaxy, the bunch along whether you’re third gig in Smuttynose’s ongoing headed out hiking or boating, Single Hop Tour. Whole Lotta Galaxy or just lounging in the sun with is anchored by a sturdy but subtle friends. Whatever the occasion, gather malt foundation, providing the perfect an armful and get ready to crack a stage for the star of the show to shine taste of pure New England paradise. through. Hopped throughout the brewing process with ABV: 5.2% Packages: 16 oz. cans and ample amounts of Galaxy, this bold yet balanced double draught Availability: August IPA bursts with notes of passion fruit and peach and a citrus aroma encore to round out the show. ABV: 7.8% Packages: 16 oz. cans draught Availability: August

20 HeadyTimes v.33 www.amoskeagbeverages.com SeasonalSELECTIONS Moat Mountain Woodstock Inn Autumn Brew Clockwork Mandarina Woodstock Inn Brewery’s Autumn Brew Clockwork Mandarina New England is a mild brown ale flavored with apples Pale Ale is a lower alcohol version of a and cinnamon. Perfect for those chilly New England IPA with a more present fall nights by the campfire.ABV: 4.5% maltiness, despite the 3 pounds of hops Packages: 12 oz. cans and draught per barrel. Aromas of tangerine citrus Availability: Late August and grapefruit peel are followed by a hint of sweetness as the flavors hit your tongue. Clockwork Mandarina has a fluffy mouthfeel with a light bitterness and a malty, cereal finish. The triple dry-hopped symphony of flavors, textures and aromas are an Ode Switchback Märzen to Joy! ABV: 5.6% Packages: 16 oz. cans and draught Switchback Märzen is Availability: August aged six full weeks using Moat Mountain OPA’s a traditional Oktoberfest Lager lagering process. Following in that A German-style lager of course! OPA’s tradition, the Oktoberfest is amber in color, the nose beer is naturally has mild sweetness, toasted bread, conditioned, dried grass and faint spices. The taste is using the yeast to smooth and slightly crisp with a medium create carbonation in the aging tank. Going body and endearing toasted malt. Hints through a slow, multi-step fermentation process of biscuit and nuts, herbal hop and spice, allows this beer to highlight the best characteristics of lead into balanced bitterness and a a lager. It is all about the malt and the hops, with the clean, semi-dry finish. Prost!ABV: 5.2% yeast staying in the background flavor-wise, keeping Packages: 16 oz. cans and draught the beer exceptionally clean, crisp, and refreshing. Availability: September ABV: 5.2% Packages: 12 oz. stubby bottles and draught Availability: August Moat Mountain 20 Double IPA In celebration of Moat Mountain’s 20th Anniversary, they present, 20 Double IPA. It’s a mildly bittered Willie’s Sparkling New England style double India pale ale. It marries Pear & Cinnamon the classic IPA hopping of the piney and spicy Chinook hop, with the modern tropical, stone fruit A warm welcome back to the original cold-weather hard flavors imparted by the Galaxy hop from Australia. seltzer! Willie’s Superbrew’s seasonal release, Sparkling ABV: 8% Packages: 16 oz. cans and limited draught Pear & Cinnamon, delivers the warm and fuzzy feelings Availability: Late September of fall in every sip. Crack the can, and you’ll enjoy the sweet and spicy aroma of cinnamon, with light vanilla notes. At first sip, you’ll find a balanced pear and cinnamon up front, followed by a touch of vanilla to round out the flavor profile. It’s hard seltzer’s ode to a holiday cobbler – delightfully warming to get you through the cold months, and still low calorie, low carb, gluten-free, and made with all real ingredients. ABV: 4.5% Package: 12 oz. cans only Availability: September

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Keystone Light Blue Moon: The Official Craft Beer Sponsor of Rewards a Year the Kentucky Derby of Free Rent to a Lucky Winner While the Kentucky Derby may have been changed to September 5th, one thing hasn’t changed. Blue Moon is still the official craft beer sponsor of the Derby. Keystone Light’s is bringing This year, Blue Moon is partnering with Woodford Reserve to create two special back the insanely popular Free cocktails inspired by the Derby – the Grandstand and the Blue Moon Julep. Off- Rent sweeps this year. Last year premise POS featuring the two Derby-inspired cocktails will encourage consumers garnered +216MM impressions to pick up everything they need to make it a Once-in-a-Blue-Moon Derby. with 47 online placements on platforms like Thrillist, Elite Daily, Keystone Light’s Hunt is On USA Today and Delish, and even bigger numbers are expected Keystone Light knows its fans love this time around. The national a good hunt, so the hunt for the sweepstakes will run from August rare cans returns for another year. through September and will Packaging and retailer POS will tell give drinkers a chance to win shoppers that they can find one of rent money for a year. Shoppers several rare cans in order to drive will have the opportunity to win continued, repeated purchase so the $12,000 cash prize or a they can win big. Keystone Light will secondary prize bundle when be providing seasonally relevant, they enter via Snapcode. refreshed versions of POS to keep it new and innovative.

Crook & Marker: Taste Your Happy Place While this summer may be more low-key than usual, there’s one thing we can all agree on. We’re ready to engage the senses again! That’s why, through Labor Day, Crook & Marker is inviting consumers to “Taste Your Happy Place.” Crook & Marker’s portfolio of USDA Organic, zero-sugar, alcoholic beverages will transport consumers to their flavor destination – whether that’s some much-needed “me time,” lounging poolside or beachside, or a night on the town. Eye-catching POS for this campaign will let consumers know that their “Happy Place” is only a sip away.

22 HeadyTimes v.33 www.amoskeagbeverages.com Programs

Modelo Football: The Corona Make Your Picks. Gameday Hotline Beat a Pro. Win Big. Is Back! As the Official Beer of Fans with the Tony Romo and the Corona Gameday Día de los Muertos: Fighting Spirit, Modelo is making big Hotline are returning to help A Celebration to plays this football season with a new consumers Find Their Gameday Remember with ambassador – Hall of Fame running Beach in 2020! Through an all- back Jerome Bettis, and a new new promotion, running mid-August Corona partnership with Draft Kings. Modelo through October, consumers will have In 2020, Corona is embracing is inviting consumers to show their the chance to host their own fantasy Día de los Muertos the only Fighting Spirit by making their fantasy football draft party and take home way it knows how – with picks and going head-to-head against the Corona Lime trophy for their a celebration! As a nod to Jerome during a weekly contest fantasy league champ. Consumers the traditional origin of the series. If consumers’ picks outperform will also be able to enter-to-win daily holiday, the cerveza will yet Jerome’s, they can win a cash prize instant-win prizes. This program is again encourage friends and up to $5,000 and the consumer with supported with all new TV spots family to celebrate life. This the most cumulative points at the featuring Tony Romo, heavy media year, throughout the month of end of the series will win a cash prize weight in TV and digital all season October, Corona will offer all plus a trip to Vegas! In addition to long and an on- and off-premise new, impactful tools and POS in these exciting partnerships, Modelo POS bundles featuring the new Lime English and Spanish to make the will increase media during the NFL Football Corona Trophy. Get ready festivities come to life at retail. regular season and offer new digital to celebrate another action-packed and social highlighting Bettis’ Fighting season with Corona. Spirit story, and bilingual POS.

Vive La Celebración with Modelo on Día de los Muertos This October, Modelo will honor Día de los Muertos by inviting consumers to celebrate those with the Fighting Spirit. POS for the holiday features marigolds, sugar skulls, candles, papel picado and a skeleton band. The visuals will come to life in retail with an all- new augmented reality experience! Consumers simply open their smartphone camera and scan the QR code to bring the artwork to life. Modelo’s authentic Día de los Muertos creative will live across a 360-degree campaign including all new elements and merchandise, Spanish language and general market TV and a social media campaign.

www.amoskeagbeverages.com HeadyTimes v.33 23 Programs

Level Up with a New Gaming System from Mike’s HARDER Lemonade Pint it Forward with Guinness Mike’s HARDER is giving consumers a chance to “level up” with a next- This August through September, gen gaming console via a text-to- consumers can share the gift of win promotion. Game Time. Guinness with friends via a digital Guinness Time. rebate program. Consumers can get – or share – a $7 rebate when they Leverage the new Guinness Football order a Guinness, Smithwick’s or Harp tools to drive sales across viewing and any menu item. This value-added occasions sparked by professional program will welcome consumers and and college football. To gear up their friends back to the pub, while for football season, Guinness is driving pint and food sales! offering consumers a chance to win a home-gating party package or a Smirnoff Football POS Fanatics E-Gift card via a text-to- Uncap a World win promotion. & Text-to-Win Sweeps of Flavor with Guinness Notre Dame New POS and tools incorporate Cayman Jack Smirnoff Ice and Smirnoff Seltzers And, as if that isn’t enough, Guinness into your football beer displays for From September 1st through is now an official beer of Notre Dame bigger sales all season! Smirnoff’s December 31st, Cayman Jack is alumni and fans! Guinness and Notre coinciding text-to-win sweeps offers offering consumers a chance to win Dame are both undeniably Irish, consumers a chance to win the a dinner party with a private chef! By steeped in tradition and huge sports ultimate fan game day gear. simply scanning a QR code on Cayman fans. Hall-of-famer Joe Montana Jack POS, one lucky winner and will be the face of the partnership three friends will discover premium across TV, media and POS. There prepared cocktails and unique culinary will be incremental media and TV inspiration in their own home. through December to win more sports occasions and breakthrough Live Your Wave with on- and off-premise programming to White Claw capture attention. From September through mid-November, White Claw is offering a chance to Live Your Wave. Via a text-to- win program, consumers can win a trip to the Surfer Awards in Hawaii!

24 HeadyTimes v.33 www.amoskeagbeverages.com RethinkingRETAIL Tips for Clean Tap Lines FTER MONTHS OF CLOSURES AND RESTRICTIONS, MOST COUNTIES in NH are allowing some form of in-person business at bars and Arestaurants. As establishments emerge from the shutdown and draught service resumes, tap line maintenance is more important than ever. If you clean your own lines, you may already have operational procedures in place. However, your employees may be under more pressure than usual during these times, or may be performing tasks for the first time, so it’s never a bad idea to go over your cleaning regimen with staff, or even add to your precautionary measures. As you develop or revisit your draught maintenance policy, here are some tips from the Brewers Association for ensuring employee and customer safety as well as peak efficiency in your draught system. For more details, you can download a free PDF of their Draught Beer Quality Manual from their website, brewersassociation.org. GENERAL SAFETY LINE CLEANING INVENTORY Line cleaning chemicals are powerful After an extended shutdown, it’s Do a thorough analysis of your beer and can cause serious injury if highly recommended to clean inventory and familiarize yourself handled incorrectly or ingested. Know lines using a 3% caustic solution. with the freshness dates of each what chemicals you or your vendor Following the caustic cleaning, brewery’s beer you carry. Ensure are using and have the associated lines should be thoroughly rinsed that beer has been stored cold and safety data sheets. Review them with water. Once this step has properly rotated. regularly and have them quickly been completed, lines should be Have each beer sampled and accessible in case of an emergency. cleaned using an acid solution. Acid complete a sensory evaluation to should be diluted according to the Anyone who is performing line ensure optimal appearance, aroma, manufacturer’s directions. Once acid cleaning should be trained on the flavor and carbonation. If there cleaning is complete, again, lines process, correct use of appropriate are quality problems with the beer, must be thoroughly rinsed with water. PPE and proper measures to take to contact Amoskeag and/or the brewery Use pH strips to verify that chemicals ensure safety for all. for the best solution. have been completely flushed. Clearly communicate to all coworkers Each faucet should be disassembled that line cleaning is occurring and and detailed. Replace any faucet put up signage on tap handles to washers that appear to be damaged notify all not to use affected taps, or missing. and never leave a line cleaning job unattended. Once the cleaning Visually inspect couplers for process begins, stay onsite and cleanliness and ensure that all visible until complete. gaskets are present and intact. Replace if needed. Clean all drip Ensure complete rinsing of all trays, bar mats and glass rinsers. chemical residue by checking that the pH is neutral, which can be done with affordable pH test strips. The pH of caustic cleaner should be 10–13.5; the pH of acid cleaner should be 2–4. When a system is completely rinsed, the pH of the rinse water should be equal to that of the local tap water, around 7.

www.amoskeagbeverages.com HeadyTimes v.33 25 510 Hall Street Bow, NH 03304-3105

Coors Light Is Trick-Or- Treating to Benefit St. Jude As a partner with St. Jude since 1992, Coors Light is excited to once again go trick-or-treating for a cause this Halloween. The World’s Most Refreshing Beer is bringing a refreshing take on Coors Light: All Tailgate. All Hallows Eve – every sale generates a donation No Traffic. to St. Jude. They’ll drive awareness through jack-o’-lantern decals, POS and aluminum cups. The beer that’s Made to Chill is inviting drinkers Delight in spooky wonder as the pumpkin’s to get ready for “home-gating.” Since the stadium nose turns blue when it’s cold. Since St. Jude experience will be drastically different this year, Children’s Hospital researches and treats the Coors Light will be showcasing the ease and toughest childhood cancers and pediatric excitement of tailgating outside at home, with a diseases, Coors Light is proud to help out in any full suite of retail tools and a chance to win an way they can. all-in-one tailgating foldout chair, with a cooler and detachable shade umbrella.