Spring 2016 | V.15 AMOSKEAG BEVERAGES

THE HOT ARE GETTING HOTTER

Retail Edge Seasonals The Guy New Products Programs ROB TOD OF ALLAGASH BREWING CO. | SPRING SELECTIONS | THE RESURGENCE OF Letter toTHE TRADE In This ISSUE

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Brewer Highlight �����������������2

UR CUSTOMERS DEPEND ON US TO DELIVER TOP-QUALITY Craft Beer Cellar �����������������3 products and we know selection matters. Amoskeag Beverages O offers a broad portfolio of brands and packages to fulfill the needs of drinkers at all levels. With the continued growth and expansion of craft, the Jesse’s Steaks, explosion of seasonal offerings and brand extensions, we pride ourselves on Seafood & Tavern ���������������4 the careful evaluation of every potential brand for quality and mutual growth potential before they’re given a place in our portfolio. We currently have over 50 supplier partners and more than 1,200 products New Products ���������������������5 in our impressive portfolio, with new brands and packages added continually. We are excited to announce two new joining the Amoskeag family. The of Funky Bow & Beer Company and Two Roads Brewing Seasonal Selections �������������9 Co. are now available for purchase! Read more about these great breweries and the beers they offer in the New Products section on page 5. Programs ������������������������ 13 Looking to taste test some of our great products and have some fun? Why not hit up a few beer festivals? New Hampshire isn’t shy about its love of beer, and the state hosts some awesome brewfests to prove it! Here are just Retail Edge ���������������������� 16 a few local festivals worth checking out… New Hampshire Craft Beer Week: April 2-10 The Beer Guy ������������������� 17 New England Brewfest, Loon Mountain, Lincoln: June 24-26 Granite State Brewers Association Summer Fest in Manchester: July (Date TBA) Amoskeag Beverages understands that the retail business is a competitive and fast-paced one in which quality products, impeccable service and timeliness matter greatly. We strive to offer all of these to our customers every day. As always, thank you for your business.

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

Heady Times is published four times a year, courtesy of Amoskeag Beverages. CoverSTORY The Hot are Getting Hotter Authentic Mexican imports are the only beers with sales trends that rival the craft beer category and Constellation Brands are among the top sellers.

Y NOW YOU KNOW THAT MEXICAN BRANDS ARE THE DRIVING force behind the ongoing success of the imported beer category. BBut did you know that Constellation has five brands among the top 20 best-selling imports sold in the United States? Corona Extra, Modelo Especial, Corona Light, Pacifico and Negra Modelo are all part of Constellation’s portfolio. In addition to their status as best-sellers, Modelo Especial and Corona Extra are the number one and two leading growth brands in the country. Corona Extra alone accounts for 25% of the import beer market and so it is not surprising that it is the best-selling imported beer in the United States. The newly designed Corona Extra can is one reason for that brand’s growth. The package represented more than 40% of Corona’s volume growth in 2015. Modelo Especial was up 18% last year, is growing in all 50 states. Consumers purchased more than 60 million cases in 2014 and its market share has doubled in just five years. Its growth isn’t expected to slow down anytime soon. Constellation sees a huge opportunity for the brand to grow beyond its loyal base of Hispanic fans. Their research revealed that 86% of general market male beer drinkers are aware of this iconic brand, but only 40% have ever actually tasted it. To capitalize on this fact, Constellation is hitting the air waves in 2016 with television ads aimed at English speaking consumers. The campaign, called Discover the Especial, focuses on educating general market consumers about the brand’s heritage and full flavor taste. Corona Light continues to garner its share of devotees as well. Last year the beer was available on tap for the first time. Corona Light connects with both male and female consumers and it contains only 99 calories. The brand’s latest advertising will tout Corona Light’s flavor versus other light beers. Rounding out this group of best-sellers are Pacifico and Negra Modelo. Pacifico remains a strong discovery brand on the East Coast as the bulk of its national sales come from the western United States where it is popular among surfers. And Negra Modelo continues to show great momentum – its sales have increased by nearly 11%, but more interesting than its sales trends is the niche this beer has carved out for itself. Negra Modelo’s unique flavor makes it great for pairing with food which makes it very attractive to anyone who considers themselves a foodie. One industry analysist remarked that the brand sits at the “intersection of imports and craft.” No wonder it is the #13 Import Growth Brand. The Constellation Brands have an extraordinary growth story and many industry professionals don’t doubt that Constellation will continue to grow share in the United States. But one person is absolutely convinced that Constellation will see impressive sales trends for many years to come. Rob Sands, the President and CEO of Constellation Brands – a guy who puts his money where his mouth is, made a bold prediction back in February while speaking to Wall Street stock analysts during a routine earnings call. Said Sands, “We think that doubling the business over the next ten years is certainly a doable number based on what we think is going to happen in the beer market and in particular how imports are going to continue to grow.” www.amoskeagbeverages.com HeadyTimes v.15 1 BrewerHIGHLIGHT Rob Tod Allagash Brewing Co. HEN PEOPLE THINK OF MAINE, THEY THINK lobster, beaches and L.L. Bean, but there’s another W booming industry in the “Pine Tree State”… craft beer! Allagash Brewing Co. in Portland is one of the state’s greatest success stories. Founder Rob Tod, a Massachusetts native, opened the brewery in 1995. After graduating from Middlebury College with a degree in geology, Tod headed west to Colorado, where he worked in both construction and the restaurant industry, when he wasn’t hitting the ski slopes. After returning to Vermont, where he planned to either become a cabinetmaker or head to graduate school, Tod called a friend at Otter Creek Brewing, looking for a job. Not long after, he was spending his days washing kegs. “I knew pretty much immediately that brewing was the business I wanted to be in,” says Tod.

Their limited,

specialty releases

reflect their passion He decided to open his own brewery with a plan in mind. “I thought it was important to produce something unique,” says Tod. “Why waste time and effort making beer that drinkers could already get?” He looked for using the entire to the Belgian beer tradition for inspiration and zeroed in on the witbier style which was not very well known. At the time, there were very few spiced wheat beers being offered in America. Tod created Allagash White, brewing palette to a fruity Belgian-style spiced with coriander and orange peel, to fill this void. Fifteen years later, his flagship white continues to be wildly popular amongst craft beer drinkers. create unique beers. Allagash Brewing Co. offers a variety of year-round beers, including White, Black, , Curieux, and , but experimentation has always been a huge part of their culture. Their limited, specialty rather a goal to continue to give back releases reflect their passion for using the entire brewing palette to to the community, while maintaining the create unique beers. Their latest brew, Sixteen Counties, was named quality and consistency of our beer and to honor the rich tradition of farming in the sixteen counties of Maine. offering drinkers new taste experiences.” This limited release, big bottle beer is brewed with malted Maine-grown barley, unmalted Maine-grown red wheat and Maine-grown organic oats. The Portland-based brewery employs 100 Allagash is proudly donating a portion of the proceeds from this beer people and hosts an estimated 80,000 to help support sustainable agriculture and family farming in Maine. visitors a year. Tod and his dedicated crew They hope to release the beer in May (see page 8 for more details). are passionate about what they do – always Supporting the local community is immensely important to Tod and the pushing the limits of beer, while never Allagash family. “Last year we were able to donate over $300,000 to compromising quality. As they continue local organizations ranging from sustainable agriculture, to the arts, to to hand craft some of the best Belgian- pediatric nursing scholarships,” says Tod. “In a lot of respects, it’s our inspired beers in the world, fans anxiously goal to remain focused on core values. It’s not a volume-driven goal, await the next great Allagash brew.

2 HeadyTimes v.15 www.amoskeagbeverages.com Off-PremiseSPOTLIGHT Craft Beer Cellar N 2014, BRIAN KERVICK WITH THE HELP OF HIS PARENTS OPENED the Craft Beer Cellar in an upscale shopping plaza on Spit Brook Road Iin Nashua. The business venture began after Brian’s father visited a Craft Beer Cellar location in Portsmouth. Although Craft Beer Cellar stores are a franchise, each store is individually run, and unique in design. The Kervicks loved the Craft Beer Cellar’s business model and couldn’t wait to put their own spin on it. Inside the bright, open space, the ease of shopping makes for a pleasant experience. More than 500 different beers are handsomely displayed on shelving units that fit so well you’d think they were custom made. “All of our beer is available for purchase in single serve bottles and we can help customize the ideal assortment for any customer,” says Brian. They also offer a wide assortment of special order draught beer in addition to beer T-shirts, books, glassware and other novelty items at the store.

At the Craft Beer Cellar, they celebrate the beer renaissance.

There is a large selection of beer offered at the Craft Beer Cellar, but the Kervicks’ primary focus has always been supplying their customers with the best beer available. They spend a lot of time searching for well- Co-owner of Craft Beer Cellar, Brian Kervick crafted brews to sell, and although they offer beer brewed near and far, they understand that many of their customers are interested in local breweries. “Since the ‘buying local’ movement began, we’ve noticed a significant increase in sales of products brewed in the area,” says Brian. “Great North Aleworks in Manchester is generating a lot of buzz, so we do our best to have their beers in stock at all times.” Brian takes his job seriously and he thinks it is very important to be as knowledgeable about beer as possible in order to offer his customers the best experience. He studied and trained to become a Certified Cicerone, the beer equivalent of a wine sommelier. Certified Cicerone is the second level of certification of knowledge and tasting skills for professionals dedicated to beer. Those who achieve this certification have a deep and well-rounded understanding of beer and beer service as well as competence in assessing beer quality and identity by taste. At the time of this interview, there were only three people in the entire state of New Hampshire to have reached this elite status. “We hold weekly beer tastings at the store, and being a Certified Cicerone helps me pass along my beer expertise to my customers,” says Brian, who is also known as the “hoperations” manager. To better reach the masses, Brian engages potential customers via social media. Daily updates are posted on both Twitter and Facebook with new product releases and upcoming events. At the Craft Beer Cellar, they celebrate the beer renaissance, and are proud to offer beer drinkers a portfolio of excellent beers for every drinking occasion… and they even carry your beer out to your car!

www.amoskeagbeverages.com HeadyTimes v.15 3 On-PremiseSPOTLIGHT Jesse’s Steaks, Seafood & Tavern T ALL BEGAN WHEN MARC AND PATTY MILOWSKY, ALONG WITH four other partners, founded a log cabin restaurant on Lebanon Street Iin Hanover. A year later, the four partners sold their share and the Milowsky’s become the sole owners of Jesse’s Steaks, Seafood & Tavern. The Upper Valley landmark has proudly been offering relaxed dining and warm hospitality with a rustic, yet charming vibe since 1976. The original restaurant consisted of 86 seats, a 40-seat bar area, and an atmosphere reminiscent of the Victorian Old West. In 1981, Marc and Patty added a custom greenhouse, which was seamlessly connected to the main dining room. In 1990, Jesse’s was renovated again with the addition of the Adirondack Lodge and Deck. Later a brick patio was added in front of the restaurant, that makes for a charming outdoor dining space. The restaurant sits high on a hillside surrounded by lush Co-owner of Jesse’s, Marc Milowsky greenery and an organic garden that is illuminated with lanterns at night. It now holds 300 patrons and hosts many events including weddings and holiday parties.

Hungry patrons can’t go wrong at this dinner-only hotspot.

Hungry patrons can’t go wrong at this dinner-only hotspot, (although they do offer Sunday brunch.) Jesse’s provides an amazing array of options from tasty prime rib, BBQ spare ribs and steaks that are aged and cut on site, to fresh seafood delivered daily. Jesse’s also has a supersized salad bar with lots of healthy choices. “All of our food is made with quality ingredients from reputable vendors… local when possible,” says Milowsky. Of course, with all this delicious food, customers will need a drink or two to go with their meals. Jesse’s has the best happy hour in the area. From 4:00PM – 6:30PM, Monday through Friday, they serve $2.50 pints of beer. “The management team carefully selects unique local craft beers to put on tap and no beer is off limits,” says Milowsky. “It’s a great deal, and with 16 draught lines, our customers have the option to try some new craft beers at an affordable price.” Some of their best sellers include Switchback Ale, Harpoon UFO White, Baxter Stowaway IPA and Guinness. “Our philosophy is simple, we believe that the recipe for an amazing restaurant has two key ingredients: great food & drink and genuine hospitality,” says Milowsky. “It’s what keeps customers coming back year after year, not only at Jesse’s, but at our downtown Hanover restaurant, Molly’s as well.” An evening at Jesse’s Steaks, Seafood & Tavern has it all… flavorful food, an extensive beer list and uncompromised service.

4 HeadyTimes v.15 www.amoskeagbeverages.com NewPRODUCTS Two Roads No Limits Hefeweizen No Limits Hefeweizen is Two Roads’ version of a classic Bavarian wheat. Beautifully cloudy with a generous head of foam, a wonderful fruit aroma and a dry finish, this beer is perfect for warming temperatures or year-round. ABV: 5% Package: 16 oz. cans only Availability: Now! Two Roads Ol’ Factory Ol’ Factory is a traditional pils in concept Two Roads Brewing with a Two Roads twist… dry-hopping. They use a combination of classic Two Roads opened its doors in December 2012 having German and American hops and malt already acquired and renovated a 100 year-old vacant, varieties to make this pilsner. From brick factory building in Stratford, CT. Its name and Two Roads sympathetically renovated philosophy are inspired by the Robert Frost Poem, “The 100 year-old factory comes a pils with Road Not Taken” – a philosophy brought to life in the a little extra “aroma” and flavor that’s a treat for ALL beers they create using the highest quality brewing and the senses. So, pardon the Ol’ Factory pun! ABV: 5% packing equipment. For more information on Two Roads Packages: 12 oz. bottles and draught Availability: Now! Brewery, visit tworoadsbrewing.com. Two Roads Road 2 Ruin Double IPA Two Roads Honeyspot Road IPA This is a beer that could ruin your desire for anything else! A big, temptingly hoppy Two Roads uniquely refreshing IPA naturally Double IPA with plenty of bite, Road 2 Ruin takes a road less travelled. Honeyspot Road is an assertive and hop-centric IPA with a is an exceptionally hazy IPA made with a lean malt character. It’s brewed with seven combination of raw malted wheat. The result Pacific northwest hop varieties including is a soft malt backdrop that allows the citrusy Cascade, Centennial, Amarillo and Citra. Northwest hop character to stand out. This Road 2 Ruin takes the IPA to the next level IPA is a 2015 Gold Medal Winner at the Great and beyond! ABV: 8% Packages: 12 oz. International Beer Festival. A direct route to bottles, 16 oz. cans and draught hoppiness! ABV: 6% Packages: 12 oz. bottles and Availability: Now! draught Availability: Now! Two Roads Two Roads Worker’s Comp Saison Lil’ Heaven IPA Two Roads Worker’s Comp Saison is a When it came to creating a lower alcohol, traditional Belgian made sessionable IPA, Two Roads Brewmaster, with a very expressive wheat strain that Phil Markowski took the road less travelled contributes an array of tropical fruit, spice and added three rare hop varieties to the flavors and aromatics. It’s brewed with a formula. The result is an intensely flavorful variety of harvest grains including barley, India that’s extremely crushable. wheat, oats and rye, as was likely the case Made with Azzaca, Mosaic and Equinox of farmhouse brewers of yore. The result hops, it drinks like a little slice of heaven. is a complex, refreshing and distinctive example of this Two Roads and three rare hops make one esoteric style. This is a Connecticut beer with a Belgian helluva heavenly brew! ABV: 4.8% Packages: 12 oz. twist! ABV: 4.8% Packages: 12 oz. bottles and draught cans and draught Availability: Now! Availability: Now!

www.amoskeagbeverages.com HeadyTimes v.15 5 NewPRODUCTS Funky Bow Brewery & Beer Co. Blue Moon Redesign Deep in the Beer consumers are drawn to Blue woods of Lyman Moon for the flavorful, refreshing you’ll find one of taste and the iconic orange peel/ the most sought glass combination they experience after breweries in at on-premise locations. Maine. A father However, younger (legal) beer and son team “done good” developing some of the consumers have expressed that tastiest beers around. At Funky Bow they are constantly their experience with Blue Moon developing new single batch flavor combos, but they on-premise isn’t reflected on off- also offer a staple beer line that is guaranteed to dance premise packaging. This feedback led all over your taste buds! to Blue Moon’s exciting package change! Funky Bow G-String Pale Ale The packaging, which will drive stronger shelf visibility, appears more confident, high quality, simple, bright, G-String Pale Ale is a smooth and and refreshing. The strong Blue Moon brand equities drinkable . Nice, – the banner and moon – are now larger and more flavorful, light malts allow the summer pronounced. Also, the orange peel/glass combination and cascade hops to shine through. With is now featured on secondary packaging to align off- hints of sweet orange and coriander, this premise experiences with the familiar combination. pale ale is as unique as it is smooth. Availability: Year-round, beginning in April ABV: 5.5% Package: 12 oz. cans only Availability: Now! Corona Light 1/4 Kegs Funky Bow Corona Light is now available in Midnight Special Coffee 1/4 kegs! A full calendar of programming and activation With so much flavor and complexity this will not only help drive Corona is one of Funk Bow’s favorite dark beers. Light draught sales during the The hints of roasted malts and chocolate summer months, but it will help balance well with the upfront coffee keep those handles on well into aroma and flavor of this beer. Funky Bow the fall. In addition, the look and cold brews the coffee right in the finished feel of the Corona Light pint glass beer, bringing out its true expressions. and POS has been updated to keep ABV: 8% Package: 12 oz. cans only the presence of Corona Light feeling Availability: Now! fresh on-premise. Availability: Now! Funky Bow So Folkin’ Hoppy So Folkin’ Hoppy is a deliciously hoppy Labatt Max American IPA. A generous addition of hops with a kiss of malt sweetness balances this Punch & Black Cherry IPA very well. The nose is upfront with the A turned-up twist on a traditional fruit punch, Max galaxy hops, lending nuances of grapefruit, Punch premium malt beverage is a mix of pineapple, pine and tropical notes. We are so hoppy! cherry, apple and orange flavors. Max Black Cherry ABV: 6.5% Package: 12 oz. cans only is a delicious balance of a Availability: Now! little sweet, a little and a whole lot of black cherry Red Bull Orange Edition taste. Labatt Max Punch and Max Black Cherry are highly Energy giant Red Bull is adding the Orange drinkable and the perfect Edition can to their year-round line up. This choice if you’re looking for tangerine flavored drink will a new way to turn it up! vitalize your body and mind! ABV: 8% Package: 24 oz. Package: 12 oz. cans only cans only Availability: Now! Availability: Now, year-round

6 HeadyTimes v.15 www.amoskeagbeverages.com NewPRODUCTS Traveler IPA Shandy Mike’s Harder A match made in hop heaven, Traveler IPA Original Orange Soda Shandy is a wheat ale brewed with citrusy This is a classic orange soda with an 8% hops and grapefruit, marrying IPA vivacity HARDER kick. Note the natural orange with shandy refreshment. Embrace the aroma with a subtle hint of vanilla. The taste unconventional. ABV: 4.4% Package: 12 oz. is crisp and clean just like the soda fountain bottles only Availability: Year-round, beginning orange soda we all love. It finishes with a in April minimal aftertaste, and lingering hints of orange. ABV: 8% Package: 23.5 oz. cans Traveler Grapefruit Shandy only Availability: Year- 12 Pack Cans round, beginning in April Traveler Grapefruit Shandy is a deceptively delicious wheat beer brewed with real grapefruit. This refreshing elixir delivers a satisfying citrus aroma and flavor Palm Breeze then quickly disappears, Strawberry Pineapple leaving you searching for another. ABV: 4.4% Strawberry Pineapple has a Package: 12 oz. peach color with a pineapple cans only forward aroma and a balanced Availability: Year- strawberry back end. The round, beginning taste is tart and crisp with a in April good balance of strawberry and pineapple. Palm Breeze is a tropical spritz considered to Smirnoff Ice Electric be lighter than other flavored malt beverages with a hint more carbonation than a typical FMB. ABV: 4.5% Smirnoff Ice Electric is unlike anything else on Package: 12 oz. cans only Availability: April the market! Smooth and flavorful, these non- carbonated premium malt beverages are Palm Breeze Variety Pack made with cane sugar and available in Berry and Mandarin flavors. Available The new Palm Breeze Variety 12 pack includes: in re-sealable plastic bottles, Smirnoff Pineapple Mandarin Orange, Ruby Red Citrus, Ice Electric is a game changer! and new Strawberry Pineapple. ABV: 5% Package: 16 oz. plastic Strawberry Pineapple has a bottles only Availability: Year-round, pineapple forward aroma and a beginning in April balanced strawberry back end. The taste is tart and crisp with Smirnoff Ice Spiked a good balance of strawberry and pineapple. This mix pack is Smirnoff Ice has expanded their lineup with new the perfect way to start a vacay Smirnoff Ice Spiked! These ramped-up FMBs (8% ABV) every day. Availability: Year- are available in Original, Hurricane and Screwdriver round, beginning in April flavors. ABV: 8% Package: 16 and 24 oz. cans Availability: Year-round, beginning in April Woodstock Inn IPA Straw colored with the taste of pine and tropical fruit, Woodstock Inn IPA has an aromatic hop profile. This year’s brew is hopped with Galaxy, Green Bullet and Idaho 7 and whole leaf is added for the percolator. This is a dynamite IPA from an award-winning local brewery! ABV: 7% Package: 12 oz. cans only Availability: April

www.amoskeagbeverages.com HeadyTimes v.15 7 NewPRODUCTS Allagash Sixteen Counties Ommegang Rosetta Kriek This beer was named to honor the rich Ommegang Rosetta Kriek pays homage to time- tradition of farming in the sixteen counties honored Belgian methods of aging and blending of Maine. The beer is brewed with malted fruit beers. Ommegang Brewmaster Phil Leinhart Maine-grown barley, unmalted Maine-grown partnered with their Belgian sister brewery, red wheat and Maine-grown organic oats. Liefmans (legendary brewers in the world of Sixteen Counties has a bright copper sour fruit beers) to create a truly unique blend hue with aromas of lemon rind, flowers for craft beer lovers. Pouring mahogany-brown and candied grapefruit. The first sip with a hint of red, Rosetta offers elegance, opens with herbal hop notes, wheat depth, complexity and an intriguing interplay cracker and citrus, and ends with a of tartness and sweetness. This is derived balanced, dry finish. Allagash is proudly from Phil’s perfectly balanced blend of Oud donating a portion of the proceeds from Bruin (a tart Flemish brown beer) with this beer to help support sustainable Cuvee Brut (a fruity and lively Kriek agriculture and family farming in Maine. beer). ABV: 5.6% Packages: 12 oz. ABV: 7.3% Package: 750 ml bottles only bottles and draught Availability: April Availability: May Ommegang Switchback Ale Stubby Bottles Game of Thrones Seven Kingdoms Hoppy Wheat Ale Switchback is happy to announce that 12 ounce stubby Switchback Ale bottles are The newest beer in the Game of Thrones going to be available outside of Vermont series from HBO Global Licensing and Brewery beginning in March! In traditional Ommegang is slated to debut this spring ahead Switchback fashion, they wanted to ensure of the premiere of season six. Seven Kingdoms they could keep up with the demand for is a marriage of a traditional Belgian-style their latest and greatest package before wheat and a hop-forward American ale. But, taking a bigger gulp than they could unlike so many of the marriages on the handle, but thanks to the dedication of show, the resulting hoppy wheat is pleasant, their production team, Switchback is finally playful and inspired. This wheat ale pours able to turn dreams into deliciously unfiltered a hazy pale yellow with a thick cap of realities. Keep your eyes open friends! pure white foam. The aroma is floral and citrusy with a touch of passion fruit and a Switchback Ale was developed as a flavor concept, not slightly herbal hop aroma with yeasty notes. adhering to any style guidelines. Using only traditional ABV: 6.9% Package: 750 ml bottles only ingredients, this unfiltered, reddish-amber ale is Availability: Now! particularly well-balanced, allowing for complexity of flavor coupled with an unusually smooth and refreshing character. Five different malts, select hop varieties, Harpoon Sweet Spot and a specially cultivated yeast, create an ale which Harpoon’s newest year- leads with hop flavors and a subtle impression of fruit, round offering is a followed by a palate-pleasing malty finish.ABV: 5% refreshing golden ale Availability: Now! – light in color, full in flavor, not too hoppy, not Tenth and Blake too malty, complex, but Smith & Forge Hard Cider easy drinking, this beer is brewed to be just right. Smith & Forge is a hard cider Classic German noble hops fermented in the tradition of days provide a clean hop aroma, gone by. With a rich amber color, a while the malt combination distinct, not-too-sweet taste and a adds depth – a balancing act of the finest ingredients fantastically crisp finish, Smith & for a beer that hits the Sweet Spot. ABV: 4.8% Forge is built to refresh. ABV: 6% Packages: 12 oz. bottles, 12 oz. cans and draught Packages: 12 oz. bottles and cans Availability: Year-round, beginning in May Availability: April

8 HeadyTimes v.15 www.amoskeagbeverages.com SeasonalSELECTIONS Smirnoff Ice Hurricane Punch When Demand Exceeds Supply Punch is an instant crowd pleaser, but Many of our craft seasonal and specialty releases are it’s challenging for consumers to make. available in limited quantities. Breweries only produce a Blended to perfection, Smirnoff Ice remixes certain amount of their specialty beers and Amoskeag a New Orleans classic with a refreshing does all they can to get as much product as possible. In splash of original lemon-lime and a hint of addition, this magazine is compiled months prior to the carbonation in their new spring seasonal, decision made by the brewery to allocate their products Hurricane Punch. With real fruit flavors and to the wholesaler. Variations in production for some of balanced sweetness, this complex drink is these limited release offerings will fluctuate, resulting in easy to enjoy without the fuss. No recipe, lower quantities than anticipated. If you are interested no mixing and no searching for the right bowl! ABV: 5.8% in something you see in this publication and it is out of Package: 11.2 oz. bottles only Availability: April stock when you place your order, please contact your Amoskeag Beverages sales representative to discuss a Harpoon Camp Wannamango similar product. Harpoon’s new summer seasonal is a pale ale that begins with a subtle tropical aroma and finishes Blue Moon Belgian Table Pils with a kiss of mango. Golden-copper in color, Camp Wannamango is light in body with a slight This summer, Blue Moon takes inspiration from hop bitterness and a malty sweetness. ABV: 5% the of Europe to create a sessionable Packages: 12 oz. bottles, 12 oz. cans and draught craft beer. Blue Moon Belgian Table Pils is a Availability: Now! Belgian-style pilsner brewed with mandarin orange peel and 2-row Moravian barley for Harpoon a balanced, refreshing summertime beer. Light to medium in body, Table Pils features Summer Vacation Mix Pack a light sweetness with a very low, balanced You don’t need to take time off to enjoy a vacation bitterness and a sweet finish from the (although it certainly helps!). Sure, taking over a beach mandarin orange. Pair it with fish tacos, house is great, and a night in the mountains can be chicken stir-fry, and orange sorbet. ABV: 4.2% fun, but there’s a lot to be said for taking the summer Packages: 12 oz. bottles, 12 oz. cans and as it comes. With fresh Harpoon beer, draught Availability: April some friends, a grill and summer weather, even an afternoon at home Redd’s Blueberry Ale can be a vacation. Harpoon’s Summer Vacation mix pack includes: Harpoon Redd’s Limited Pick Blueberry Ale is a refreshing IPA, new Camp Wannamango, Take reminder that summer is not far away. A clear, 5 and UFO Big Squeeze Shandy. crisp appearance with mild carbonation and Take a vacation, anytime you want – light mouth feel are accompanied by ripe with Harpoon! Availability: April blueberry tones that are further enhanced by true-to-fruit tartness and sweetness. ABV: 5% Packages: 12 oz. bottles and 16 oz. cans (and UFO Explorer Can Mix in the Redd’s Variety Pack) Availability: April Adventure is great all year, but nothing beats the explorations that summertime brings. Case in point (literally!), the UFO Explorer Can Mix. Be it hiking, camping, beaching, boating, Red Bull Kiwi Twist barbecuing or anything else that your calendar brings, the UFO Red Bull is introducing Summer Edition Kiwi Explorer can mix is sure to become Twist just in time for the warm weather! a favorite summer sidekick. This Kiwi Twist is the perfect energy drink to mix includes the delightfully spiced take to the beach or have stocked in and citrusy UFO White, the grapefruit-kissed UFO Big your fridge. Package: 12 oz. cans only Squeeze Shandy, the all-natural raspberry stylings Availability: May of UFO R.A.Z., and the lip-smacking good UFO Hefeweizen. Happy exploring! Availability: Now!

www.amoskeagbeverages.com HeadyTimes v.15 9 SeasonalSELECTIONS Samuel Adams Summer Ale Samuel Adams Longshot Golden, hazy and thirst quenching, this American This variety pack contains the three wheat ale balances bright, citrus Noble hops and winning brews of the 2015 Sam spice for a lively brew that’s perfect on a warm, Adams Longshot Homebrew sunny day. ABV: 5.3% Packages: 12 oz. Competition: Tim Thomssen’s bottles, 12 oz. cans and draught Raspberry , Availability: Now! bright notes of raspberries are balanced by refreshing Samuel Adams tartness, followed by a Porch Rocker wonderful fruity sweetness and clean finish; Kevin Tart and refreshing, Porch Rocker is a crisp, Nanzer’s Nanzer’s Belgian golden with a fresh-squeezed lemon taste. Golden Ale, notes of fruit, clove and This unique quencher is perfect for warm weather pepper in the aroma are balanced by subtle malt drinking. ABV: 4.5% Packages: 12 oz. bottles, character with a clean citrus taste and bitterness 12 oz. cans and draught Availability: Now! from the hops and Colin Foy’s Neighborino , brewed the traditional way with “younger” Samuel Adams beer blended with mature beer that has been aged Summer Variety Pack in wood for several months, while Brettanomyces and Lactobacillus labor to produce fruity, tart and acidic Samuel Adams’ 2016 flavors. Availability: Limited quantities in April Summer Variety Pack includes: Boston Lager, full-flavored with a balance A Variety of Travelers of malty sweetness Shandy Medley contrasted by hop spiciness and a smooth finish; The Shandy Medley Summer Ale, crisp and tangy with refreshing lemon includes: Traveler peel and a hint of pepper from rare Grains of Paradise; Grapefruit Shandy, a Belgian Session, Sam Adam’s version of a traditional deceptively delicious Belgian ale; Whitewater IPA, has the intense hop wheat beer made character of an IPA with the crisp wheat character of a with real grapefruit; white ale; Heaven or , a bright lager with a light Curious Traveler, a hoppiness and smoothness and Got To , slightly wheat ale with real tart with a pinch of salt. Availability: Now! lemon and a touch of lime added for a bright, juicy Samuel Adams Beers of Summer citrus aroma and flavor;Traveler IPA Shandy, a wheat ale brewed with citrusy hops & grapefruit and Time Can Variety Pack Traveler Strawberry Shandy, a vibrant wheat beer The Sam Adams Beers of Summer Can Variety Pack made with real strawberry for a subtle, yet complex includes: Summer Ale, crisp and tangy with refreshing flavor. Availability: April lemon peel and a hint of pepper from rare Grains of Paradise; Porch Rocker, tart and refreshing, a crisp golden lager with a fresh-squeezed lemon taste and Angry Orchard Downtime Pilsner, a laid back golden pilsner with the Orchard Sampler floral spiciness of Noble hops and the fruit and citrus Angry Orchard’s new character of new German varieties. Availability: April seasonal variety pack includes: Crisp Apple, Green Apple, Hop’n Mad, Stone Dry, Summer Honey and Elderflower. Availability: April

10 HeadyTimes v.15 www.amoskeagbeverages.com SeasonalSELECTIONS Narragansett Del’s Shandy Magic Hat Cantastic Variety Pak Del’s Shandy is a collaboration between the Magic Hat Cantastic Variety iconic Rhode Island beer and the region’s brings you three amazing favorite summertime treat, Del’s frozen offerings, starring: Summer lemonade. The two flavors are combined to Wheat Ale with Ginger, a hazy create a most refreshing summertime adult summer sipper with a light malt beverage. One sip leads to another. Taste and sweetness balanced by hops enjoy for yourself… it’s refreshingly different!! and a pinch of ginger; Electric ABV: 4.7% Packages: 12 and 16 oz. cans Peel Grapefruit IPA, an India and draught Availability: April Pale Ale shocked with citrus hops flavors and amplified by grapefruit peel andLow Key Narragansett Session IPA, an turned up to the key of Summertime Citra Ale ease with a tropical hop lead and a smooth malt bass. Availability: April Extremely refreshing and drinkable, Summertime Citra is the perfect beer for a day at the beach or a backyard barbecue. Saranac 12 Beers of Summer Superbly balanced, this golden ale is made Summer is in session! This year’s with 2-row pale malt and Citra hops. Strong Saranac 12 Beers of Summer aromas of citrus and passion fruit are variety pack contains four balanced and mild on the palate. ABV: 4.2% sessionable beers with ABVs Packages: 12 and 16 oz. cans and draught no higher than 5.5! Included Availability: April in the mix are: Saranac Summer Pils, a crisp and Narragansett Clam Shack refreshing German-style Summer Variety pilsner; Gen 4 Session IPA, Narragansett’s summer variety pack contains a hop-forward session IPA Narragansett Lager, a crisp and refreshing classic with tropical character; Kölsch, a American lager; Summertime Citra, a superbly light-bodied blonde ale and new NY Local Weisse, a balanced golden ale made with 2-row pale malt and unique beer brewed with hops and grains local to New Citra hops and Del’s Shandy, a refreshing combination York. Availability: April of Narragansett Lager and Del’s lemonade. You can’t have the perfect Sebago Whistle Punk Double IPA summer bash without the Clam Big juicy American hops burst from this Shack Variety Pack! double IPA. Whistle Punk has an abundance Availability: April of tropical fruit, citrus and pine aroma from the great hop blend. So, if you’re looking for something a little beyond the typical… try a Sebago Whistle Punk Double IPA, it’s a winner! ABV: 8.2% Packages: 16 oz. cans and draught Availability: April Sebago Simmer Down Woodchuck Summer Time Simmer Down is a beautiful golden ale Summertime is the perfect time for sipping designed for enjoying the long, easy days cider. Woodchuck Summer Time delivers a of summer. Boldly aromatic hop notes of crisp apple cider topped off with a touch of mango and tropical fruit follow through blueberry juice. This seasonal cider is crafted to the end with a clean, crisp finish. to be as refreshing as a summer day is long. Summer is now in session! ABV: 4.9% ABV: 5% Packages: 12 oz. bottles and Packages: 12 oz. cans and draught cans Availability: Now! Availability: April

www.amoskeagbeverages.com HeadyTimes v.15 11 SeasonalSELECTIONS Sierra Nevada Beer Camp Great North Aleworks Tie Dyed Across America Variety Pack Summer Ale The largest craft beer celebration Tie Dyed is Great North Aleworks’ in history returns for 2016. new summer seasonal. A sessionable This year, Sierra teamed up summer ale that’s aromatic and with 30 talented brewers from refreshing, Tie Dyed is brewed for every corner of the country to summer fun. GNA’s first seasonal create a one-time-only mixed release in a can, this lively beer is pack of beers that showcases light, crisp and packed with flavor. the art, spirit and attitude of ABV: 5.2% Packages: 12 oz. cans American craft beer. Each pack will and draught Availability: April contain six all-new beers (two of each style) created in collaboration with six regional brewing teams. This year’s pack contains: NorCal & Hawaii Collaborators Moat Mountain Single Speed IPL – West Latitude: Session Rye with Hibiscus; PNW Take off those & Rockies Collaborators – Moxee-Moron: Imperial training wheels, Session IPA; Midwest Collaborators – Family Values: grab your helmet Imperial with Cocoa; Northeast & Mid- and hop on Moat’s Atlantic Collaborators – Pat-Rye-Ot: Revolutionary Single Speed IPL. Pale Ale; Southeast Collaborators – Sweet Sunny This time-honored, South: Southern Table Beer. Availability: Very limited bottom fermented, quantities in May sunny-golden elixir showcases new Sierra Nevada Summerfest age hop flavors This pilsner-style beer is brewed in the while maintaining a clean and refreshing drinkability. original Czech tradition. Crisp, golden, dry Balance! Also the key to riding a bicycle…. this beer and incredibly drinkable, Summerfest is a complex balance of light honey and bready malt has a delicate and complex malt flavor character with juicy citrus and floral hops. Cheers to a and a spicy and floral hop character good clean ride! ABV: 6.3% Package: 16 oz. cans only from the use of traditional European Availability: April hops. ABV: 5% Packages: 12 oz. bottles and draught Availability: April Woodstock Inn Sierra Nevada Summer Pack Lemon Blueberry Sierra’s 2016 Summer Pack Pale Ale features four beers ranging from Lemon Blueberry Pale Ale is fruit-forward and hazy to crisp a refreshing summer pale and hoppy for endless enjoyment ale. Light, crisp and flavored in the summer sun: Pale Ale, with blueberry and lemon, Nooner Pilsner, Hoppy Lager, this summer beer is hopped and an all new session IPA, 11.5 with Saaz and Cascade hops. Plato. Availability: May ABV: 4.4% Package: 12 oz. bottles only Availability: Now! Sierra Nevada Hoptimum This massive double IPA pushes Woodstock Inn Summer Brew Ale the extremes of hop flavor. It is Summer Brew is a light, crisp, aggressively hopped, dry-hopped crushable, refreshing brew that pairs AND torpedoed with exclusive new well with any outdoor activity. This year hop varietals for ultra-intense and Woodstock added Citra hops as a late resinous hop flavor and aroma. addition to the boil. This creates pineapple ABV: 10.4% Package: 12 oz. and citrus tones with slight pine bottles only Availability: May characteristics. Very nice for summertime fun! ABV: 3.4% Packages: 12 oz. cans and draught Availability: April

12 HeadyTimes v.15 www.amoskeagbeverages.com SeasonalSELECTIONS Programs Smuttynose Hayseed Named one of Draft Magazine’s Top 25 Beers of 2015, Smuttynose Hayseed is a straw-colored light saison style (also called grisette). What this really means is a light refreshing spicy flavor with enough subtle flavors to keep you coming back for more. Hayseed is an incredibly versatile food match, especially at cook outs. ABV: 3.8% Packages: 12 oz. bottles and draught Availability: April Smuttynose Bière de ’Shire Here’s a new Big Beer that has just graduated from Smuttlabs! Bière de ’Shire is a strong, double yeast strain-fermented amber ale. A mixture of saison yeast and a wild yeast called Brettanomyces leave Bière de ’Shire a little bit dry, but full of earthy, funky, spicy flavors and a biscuity flavor Coors Light Summer 12-Pack underneath. It’s a delicious beer to try if you’re new to Loyalty Rewards Program ‘brett’ beers. ABV: 9.1% Package: 22 oz. bottles only Availability: May Led by the rallying cry, “Every Climb Deserves a Refreshing Finish,” the Coors Light summer program Victory Summer Love Ale emphasizes summer as the time to get outdoors, get active and be social. Coors Light is promoting a There are plenty of reasons to love comprehensive summer campaign with clear, dynamic summer, and here is one of them! and consistent messaging. The summer program is German hops and pale malt blend supported by a 360-degree, through-the-line activation, beautifully to create this refreshing both on and off-premise and national partnerships with taste of summer. This light-bodied Spartan and GoPro Mountain Games. The new Coors ale casts a golden hue reminiscent Light television, digital and out of home support has of the summer sun. ABV: 5.2% helped the program see 30% growth Package: 12 oz. bottles only in summer vs. 2015. Availability: Now! To drive the Coors Light summer initiative, the brand is launching a 12-pack rewards program. This Shiner Prickly Pear rewards program (that will run Back this year after a wildly successful from May through August) will be rookie campaign, Shiner’s spring/ exclusively featured on 12-packs summer seasonal is a refreshing lager of Coors Light cans and bottles. The that features the red fruit of the secondary packaging will feature Prickly Pear Cactus. This beer has an rewards messaging and graphics. aroma of strawberries, watermelon By purchasing 12-packs of Coors and honeydew with a tart mouth Light cans or bottles, consumers feel, reminiscent of apple. can collect and register in-pack ABV: 4.9%. Packages: 12 oz. codes, which they can redeem bottles, 12 oz. cans and for cool gear and amazing Rocky draught Availability: Now! Mountain adventures. www.amoskeagbeverages.com HeadyTimes v.15 13 Programs Keystone Light Summer Star- Spangled ‘Stones This summer, celebrate the colors that never run and the men who never run away from showcasing their American pride. Keystone Light will be available in patriotic packaging to showcase its love for the U.S.A. Patriotic secondary packaging will Redd’s Wicked wants consumers be available in 12 oz. 30-packs, to host a wicked-good time to 24-packs, 18-packs, and 12-packs kick off the summer and set with the 12 oz. cans remaining in the tone for the party. These equity colors. Patriotic singles will be consumers want to come to the available in 24 oz. and 16 oz. cans. party with a beverage that says they are ready to get it started. The Redd’s Wicked summer program will instigate shoppers to kick-start their summers in April by providing retail tools to create Redd’s will make spontaneous a Wicked party-center feel in-store summer entertaining anything to leverage impulse-purchases but typical, providing fun and get the party started. summer party and food ideas in This program will be supported by a way that is far from routine. national TV media; targeted local Summer thematic tools will out of home; and digital, data-driven inspire spontaneous entertaining, targeting on desktop and mobile. displays will create an entertainment/party destination High-ABV FMBs have been for shoppers, and display case growing faster than any other cards with recipe tear pads segment in convenience store will offer easy solutions for locations and faster than almost entertaining differently. every segment. In general, high ABV accounted for 31% of the growth in the FMB category through August 2015.

Palm Breeze & Shazam On March 1st, Palm Breeze launched a unique microsite housed within the Shazam app, focused on exclusive content and offers catered to millennial women. This partnership will create the most unique consumer experience for a brand this year. In-store, consumers will be greeted with Shazam call outs on the shelves, on pack and on stand-out POS like the Shazam the Can standee. To help retailers communicate this program, a sell-in video has been created that explains how Shazam works for Palm Breeze. View the video at: vimeo.com/153000207 Password: ShazamPB

14 HeadyTimes v.15 www.amoskeagbeverages.com Programs

#KeepItMoving with Smirnoff Ice Electric In Partnership with Live Nation, Smirnoff Ice Electric and EDM (Electric Dance Music) are teaming up to get everyone moving! This summer, Smirnoff Ice Electric will sponsor and be sampled at 22 music festivals – reaching 1.5 million Shiner Sounds people! EDM is the hottest music genre right now, loved by 62% of all Millenials and growing. These To show their love for live music, sponsored festivals will be supported with local Shiner is awarding 10 custom Les media and advertising in each participating city. Paul guitars to fans nationwide #KeepitMoving with Smirnoff Ice Electric! (each guitar is worth $500)! Enter to win at Shiner.com.

Mike’s Gives Heroes A Welcome The Boot Campaign is all about raising the spirits of active duty military and veterans, and Mike’s is helping by donating $250,000 to the Boot Campaign in 2016! This equates to roughly $0.25 per 12 Pack Fridge Pack, and this partnership is displayed on each individual package. Proceeds will provide assistance to veterans looking for jobs, housing and family support. Check out bootcampaign.org to see fun and refreshing ways to get your employees involved.

Are you Cinco ready? It will soon be that time of Did you know? year when amigos meet for chips and guac, big 1. Cinco de Mayo is equally laughs and of course, a few rounds of Corona. celebrated amongst both the That’s because Corona is the only cerveza for general market (57%) and the fiesta. In 2016, Corona will offer an all Hispanic consumers (55%). new, 360° campaign to enhance festivities and encourage friends to get out and celebrate 2. Corona is an inclusive, Corona de Mayo together. social brand that brings people together and is universally In the weeks leading up to Cinco, Corona will enjoyed. outspend all other beers on national TV in this competitive time period. Corona has also 3. Corona’s unquestioned increased their digital investment 25% over last prominence as the #1 Mexican year. And it’s important to point out that this is on cerveza and its uncomplicated top of the increased TV investments. They’re not nature makes it easy to cutting TV to shift to digital, rather they are adding celebrate with. incrementally overall.

In 1925, Modelo started with the simple vision to create a “model” beer. Today, Modelo stays true to its long, proud history of brewing high quality beers made to be enjoyed. Modelo Especial grew 2.1 times more than competitors during Cinco 2015 and the Modelo brand family experienced double digit growth by channel. Over the past four years, Modelo Especial has grown 16.2 million cases, outpacing competitors by 10.2 million cases, and continues to lead the growth at Cinco! In 2016, Modelo is launching a new festive look inspired by iconic cues, bringing forth the authenticity of the brand. The all new festive POS and merchandise will recruit new drinkers into the Modelo franchise by increasing brand awareness, purchase consideration and trial among “experience seekers” eager to celebrate with cervezas authenticas.

www.amoskeagbeverages.com HeadyTimes v.15 15 RetailEDGE Category Management By George Latella

Do you really know what drives your business? “People, planet and profits” – that is the new yardstick that many consumers, especially younger ones, use when they judge whether your business is one that they will support. This new generation of social media savvy consumers will make the world a better place by forcing us to make better business decisions. In other words, we need to worry about more things than just money. If we give people what they want, when they want it, how they want it and where they want it, we will be rewarded with loyal customers, sales and From here you begin to add variables like seasonality, profits. Category management techniques help answer the promotions, new products and other data to make better what and where questions. It initially started with grocery decisions. Think back to the Pareto principle or “the 20/80 stores in the early ‘90s as a way to maximize the “real rule”. Take your POS data and rank the items you sell estate” based on what sold at the register (consumer from top to bottom. You can do this with sales or profits. driven) versus who had the largest promotional budget I would bet that the top 20% of these items represents (manufacturer driven). Over time, this has expanded to close to 80% of your sales or profits. Make sure these leverage data and shopper insights, product, pricing, items are always in stock! assortment and planning. These concepts apply to both Then you can start reallocating space to the other items on and off-premise retailers. based on percentage of sales or profits. Make sure So what does this mean for you and your business? to have dedicated space for seasonal items and new products. This allows consumers who are looking for those You need to understand how your consumer purchases “hot brands” to find them in the same place consistently. your products. You probably already have most of the Using data to make your merchandising and assortment data you need to make better decisions. A great starting decisions will allow your customers a better shopping point would be to do a share of market/share of shelf experience and you will generate more sales/profits. analysis. For example, if Brand A represents 10% of your business, it should represent 10% of the space used to If you have multiple locations, make sure to adjust your merchandise the product. Typically, we do this in linear merchandising for each location as no two retail locations feet, which takes packaging and the way you merchandise have the same customer profile. What sells well in one into account. location may perform poorly in another. Consumers like to see full shelves and rarely buy the last Whether on or off-premise, you need to make sure that item on the shelf. The old adage “stack it high and watch you understand how consumers buy your products, and it fly” still works. Sounds basic, but many companies don’t adjust your merchandising and marketing programs understand this concept. accordingly. It will positively impact your bottom line!

George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major at Saint Joe’s, recently celebrated its 50th anniversary. Latella is also a partner in Beacon Marketing Group which provides marketing planning, research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at [email protected] or 610-660-2254.

16 HeadyTimes v.15 www.amoskeagbeverages.com The BeerGUY Don’t Call it a Comeback… The Resurgence of Lagers in the Craft Beer Scene By Steve Hawk I know saying that allow drinkers a softer entry into lagers are the the craft beer scene.” Brewers like LAGER SHOWCASE “hot, new trend” Narragansett are contributing to is a little silly given the new perception and playing an Moat’s Czech Pilsner, that lagers have important role in the comeback of Hell Yes! Helles Lager been around for the lager. Their take on the classic hundreds of years! Bohemian pilsner, Czech A local craft brewery that takes lagers What’s more, a Pilsner is given extra time very seriously is Moat Mountain Smoke very large percentage of beer sold in to properly lager and Hell House & Brewing Co. in North Conway. America over the last 30 years was a Yes! Helles Lager is an Moat’s lagers include Czech Pilsner form of lager. The “trend” refers to the easy drinking session beer and Hell Yes! Helles Lager. Many emergence of lagers in the craft scene, of Bavaria. Both styles believe that craft lager will continue to and that’s a major development. are light in color and grow in popularity. New Hampshire has body with delicate Craft breweries have tended to always been ahead of the curve and flavor profiles and be dominated by . They were pilsners are the ‘new’ thing in craft. crisp finishes. considered the “stars” of the beer Last year it was the most added beer market, offering extreme flavors style to brewery portfolios. Seacoast Smuttynose and alcohol levels that appeal to brewer, Smuttynose, also adds to the Vunderbar! Pilsner sophisticated beer drinkers. Also, lagers mix with a classic German pilsner with An elegant, refreshing pilsner, are not easy to brew, which is why a twist, called Vunderbar! Smuttynose brewers many craft breweries traditionally stayed Beer geeks believe it makes perfect created Vunderbar! away from the style. They take longer to sense for craft breweries to add lagers with both feet ferment, which takes up valuable space to their lineup. Craft beer is all about grounded in tradition, in small, specialty breweries and they choices and deciding you’re only going focusing on authentic don’t have as many complexities, to make ales, drastically cuts your German pilsner malt such as higher IBUs and ABVs which ability to experiment. Some breweries and spicy Czech can mask minor impurities. So why is are trying their hands at making Saaz hops. this trend happening now? for spring, pumpkin lagers for fall and James Crooks, VP of Sales & even India Pale Lagers (IPLs) year- Narragansett Lager Marketing at Narragansett Brewery in round. Brewers across New Hampshire This legacy brand is Providence, Rhode Island made the and the rest of the country are proving experiencing a major point that lagers are an important part it’s more about showing that you’re a comeback. It’s been of the beer market, and breweries well-rounded brewery that can make winning the hearts of are recognizing that they shouldn’t any style, rather than ‘switching over’ younger drinkers all be overlooked. “There will always be to become a lager brewery. over the country with a segment of the population that I am also a “lager lover.” It’s the beer its smooth taste and is looking for refreshment first and that reminds me of the first sip my reasonable price point. foremost,” said Crooks. “Styles like grandfather gave me… the beer I drink IPAs are great and will likely maintain at baseball games… the beer I drink Shiner their dominance in the craft landscape when I want to quench my thirst. I fully The award-winning for some time, but hop bitterness is support this trend and will be on the Shiner Bock is certainly a taste that takes time to acquire for front lines cheering when lagers finally an American classic. many consumers. Lagers will continue start receiving the love they deserve. First brewed in 1913, to be important ‘bridge beers’ that this German-style dark lager goes down WHAT IS A LAGER BEER? smooth, and as the brewery Lager (German: storage) is a type of beer that is fermented and conditioned says, it pairs well with just at low temperatures. is the most widely consumed and commercially about everything – especially available style of beer in the world. Bock, Pilsner and are all styles of porch sitting and dog petting. lager. There are also dark lagers, such as and .

www.amoskeagbeverages.com HeadyTimes v.15 17 510 Hall Street Bow, NH 03304-3105

Enjoy the Ultimate Concert Experience at Bank of New Hampshire Pavilion Bank of New Hampshire The Pavillion has been nominated for numerous awards Pavilion (formerly including, Music Venue of the Year by the Academy of Meadowbrook), located Country Music (seven times); Pollstar Magazine Red on the banks of beautiful Rocks Award for best small outdoor venue (four times); Lake Winnipesaukee in Music Venue of the Year by the Country Music Association Gilford, is celebrating (two times) and it was named one of USA Today’s 10 over 20 years of Best Concert Venues in the USA. Each summer more Lovin’ It Live. New than 150,000 concertgoers enjoy the venue’s beautiful England’s premier location, clean facility, friendly staff and great beer outdoor venue includes 6,000 offerings. Included at the Pavilion are the Magic Hat seats under a large pavilion roof and a spectacular lawn Second Stage, Sam Adams Brew House, Corona Cabana, area with seating for an additional 2,000 patrons. The Twisted Tea Tavern, Harpoon Saloon, Coors Light VIP venue is known for its state-of-the-art audio system Lounge and new this year, the NH Crafters Row featuring and for attracting such world-renowned artists as Luke Smuttynose, Moat Mountain and Woodstock breweries. Bryan, James Taylor, Train and Dave Matthews Band. Visit banknhpavilion.com for more information.