Summer 2017 | V.6 BURKE DISTRIBUTING

THE LEADER OF THE PACK

A Burke Distributing Publication Account Spotlights Seasonals Burke Blog New Products Programs TWO ROADS CO. | SUMMER SELECTIONS | DIFFERENT TYPES OF FRUIT BEER Letter toTHE TRADE

Dear Valued Customer: In This HAVE A GOOD FRIEND WHO ALSO HAPPENS TO ISSUE work in the beer industry. We were recently discussing I the state of the business and something he said stuck out to me: “There are those who have and there are those who have not.” He was referring to Constellation Brands, Brewer Highlight �����������������1 which encompasses Corona Extra, Corona Light, Modelo Especial, Modelo Negra, Pacifico, and Victoria. We were ������������������������� fortunate enough to start selling these brands again in Cover Story 2 2015, after not having done so since 2004. I was thrilled to have them back in house, but at the time I had no idea Atlas �����������������������4 of their power and potential. It was obvious that Corona was a force to be reckoned with, but the strength of the entire portfolio has been Independent astounding. Modelo Especial is the second largest selling import in the US – it Restaurant Group ����������������5 outsells Heineken two to one! We’re not quite there yet here in Boston, but the trajectory of the brand’s popularity tells me that it will either get to that level or very close to it. We are so proud to be able to sell Constellation’s portfolio New Products ���������������������6 in most of our territory and we’re looking forward to growing business for both them and our retail partners who also recognize this dynamic portfolio and the value it brings. Seasonal Selections �������������8 Constellation is one of the many suppliers that we’re proud to represent. We work hard to cultivate a large selection from our supplier partners that I think showcases the best and brightest in different sub-categories and styles. This Spirits ������������������������������ 14 strategy enables us to have our finger on the pulse of this ever changing, crazy business! It also ensures that we provide a broad selection of products for you, our customers. You have your own diverse customer bases to serve, and Programs ������������������������� 15 we want to have the best products that are right for you. We all know that the consumer has been more fickle in recent years. I want Burke to continue to offer up what your customers have been seeking out, whether that liquid comes Burke Beer Blog ��������������� 21 to them in a can, a bottle, a tulip glass, or a pint. Summer is here, and the season is in full swing in Boston! Patios both at the bar and at home fill up with people getting together and enjoying their favorite summer drinks. Blue Moon is one of my go-tos when I get to relax outside with family and friends. I also expect to see a lot of seltzers like Truly and White Claw on those patios again this year after their continued success. We saw the promise in that style early on, and it’s been impressive to see how much seltzer has grown since it was introduced. I love that Boston is hosting more and more events and festivals each summer that bring in a ton of visitors to our city. Boston Calling and Sail Boston 2017 are two examples of large-scale events that showcase how truly world-class of a place it is that we call home. You’ll be able to find me drinking a beer and admiring the Tall Ships somewhere fun in Boston! I love the summer!

Cheers!

Heady Times is published four times a year, courtesy Bill of Burke Distributing Corporation.

Follow @BostonPours BrewerHIGHLIGHT Two Roads Brewing OCATED JUST A FEW MINUTES OFF I-95 IN STRATFORD, CT, TWO It will also include a tasting room equipped Roads Brewing Company has been offering up a wide variety of to accommodate 120 visitors overlooking a L exceptionally brewed beer since their doors opened in 2012. While wetlands preserve. Anyone who wants to peep they always feature a variety of styles to choose from, their No Limits some herons while drinking a variety of wild- Hefeweizen, Lil’ Heaven Session IPA and Road 2 Ruin IPA have become fermented and barrel-aged can expect mainstays of Boston draft lines. Road Jam is their summer seasonal to live that dream by summer of 2018. and Roadsmary’s Baby follows up in the fall. They’re both flavorful, If that seems like a long time to wait, modern twists on standard seasonal styles and have been there’s no shortage of excuses embraced by our local beer drinking public since they to visit the brewery in were first introduced. the meantime. This The brewery was founded by four friends who summer’s event schedule turned a 100 year old, vacant factory into one includes their annual of the largest state-of-the-art breweries in Road Jam Music Fest on the US. Master Brewer and co-owner Phil June 24th. It’s a day Markowski is a veteran of the business who of great beer, food started his professional brewing career in 1989 at New trucks and live music. The England Brewing Company in Norwalk, CT. Besides being a fest is named for Two Roads’ Road Master Brewer, Markowski is also a writer in his spare time. His book, Jam. It’s a wheat ale fermented with red Farmhouse Ales, is the go-to guide for any beer enthusiast or brewer and black raspberries and accented with seeking information about the saisons of the French and Belgian country fresh lemongrass. When broken down, sides. His beers have been awarded medals at the World Beer Cup, the Markowski and his team use over two Great International Beer Festival, and the Great American Beer Festival. pounds of raspberries per case! The quality According to Markowski, the most challenging part of his job is “staying and quantity of this addition is evidenced in current, or better yet, staying ahead of trends.” It’s easier said than nearly every characteristic of the beer. done in this industry, but Two Roads has managed to flourish with their It’s a destination on its own, but if you’re in creative recipes, care put into quality control, and thoughtful approach to the area it’s more than worth getting off the the market. highway at Exit 31 and paying Two Roads Expansion is frequently a result of success, and Two Roads recently Brewery a visit. Tours are available on the announced that they’re adding a 25,000 square-foot building to their brewing weekend, and the tasting room is open campus that will solely be used for barrel-aging and souring. Situated on 2.5 every day. Until you can make it down there acres of newly-acquired land adjoining the existing brewery, this $12 million though, rest assured that we’ll keep bringing facility will feature foudres, a coolship, and storage for 2000 wooden barrels. the best part of Two Roads up to you.

www.burkedist.com HeadyTimes v.6 1 CoverSTORY Mike’s Hard Lemonade Company The Leader of the Pack While the rest of the Flavored Malt Beverage category First off, we care about what’s in the bottle. chugs along at about 4% growth, the premium-priced That’s why all our products [Mike’s, Mike’s & never-price-promoted FMBs from Mike’s Hard Harder, Cayman Jack and White Claw] have a consistent following. Our sales Lemonade are posting double-digit gains. grow because of our quality. The liquid T’S GOOD TO BE IN THE FLAVORED MALT BEVERAGE (FMB) SEGMENT. is really good. A lot of brands talk about Consumers of all ages, not just millennials, constantly look for new quality, but we only use the best, natural Iflavors in the easy-to-drink adult beverage category. That is why the ingredients to flavor our malt base – which segment continues to grow. is so pure we are about to get a trademark for it. And everything is 100% gluten free. But most FMB consumers migrate from one brand to the next as they To maximize profits, savvy retailers offer explore the newest flavor. Brand loyalty in the FMB category is practically their customers the best version of a nonexistent. But that’s not true if your name happens to be Mike. Mike’s unique product. In essence, allocating is thriving. In fact, it is the FMB category leader. This year, the entire shelf space based on the quality of Mike’s Hard Lemonade (MHL) portfolio, which includes Mike’s Hard the liquid in the bottle. That’s what Lemonade, Mike’s Harder, Cayman Jack and White Claw, is up 12%. And consumers want. And they are willing that’s on top of four straight years of growth. to pay for it. Mike’s Marketing VP Sanjiv Gajiwala – recently recognized by Our best-selling seasonal ever, Mike’s Hard Ad Age magazine for the success of his scrappy, digital messaging Watermelon is a perfect example. It’s back campaigns – explains how you can increase your profits by this year because of consumer demand. We leveraging MHL’s portfolio. have actually been told that it tastes like “When speaking to retailers, I remind them that too many choices a real watermelon, but without the seeds. overwhelm consumers. Lots of studies confirm that an overwhelmed Of all the FMBs sold last summer in a six- consumer buys less. So if you want to increase FMB profits, you have to pack, Hard Watermelon was number ask yourself if you really gain anything by allocating valuable shelf space one. And when it was on display, its sales [for example] to six more root beers. Root beer drinkers are happy, but increased 61%. what about everyone else? That’s where my products come in. We’re building on that success by launching Consumers are smart. They want whatever tastes the best. And they Mike’s Harder Watermelon (8% ABV) in also care about the quality of the ingredients. There is no doubt that 16 oz. cans. the introduction of new flavors drives growth – that’s true for any food & beverage category. But, offering more flavors isn’t enough to grow a brand. Mike’s brands are growing and here’s why…

2 HeadyTimes v.6 www.burkedist.com CoverSTORY Understanding who is attracted to the different products in the MHL portfolio gives you insights that will increase sales.

Sanjiv says…

Mike’s Hard Lemonade Appeals to all LDA Drinkers. Sad people don’t drink Mike’s. Happiness is universal.

Finally, I’d like to mention that all our great- tasting products are supported by their Mike’s Harder own, individual social media programs. Typically, Mike’s Harder appeals Lots of traditional beer advertising fails to males 21 to 29 years of because ad agencies take one concept age. Cracking open a Mike’s and ‘retrofit it’ for, say, Twitter or Facebook. Harder single-serve helps this We recognize that our products appeal to consumer shift from a workday different consumers for different reasons. mindset into fun mode. The The Cayman Jack drinker is also into bold flavors and higher ABV are craft beer. [Cayman Jack sells better if more intense, just like him and it’s displayed with craft beer.] And they the experience he is after. choose to get their information in different ways. Obviously millennials are always looking at their phones. Our Facebook Cayman Jack pages get more engagement than These consumers are into “mixology” and crave any other alcoholic beverage. And we the taste and quality of a drink made by a will be back on TV again, so look for bartender. Quality ingredients and the flavors our commercials. they impart matter. This consumer is like the There are so many reasons to get behind “hop head” who knows what every variety our portfolio. Of course, I’m going to say tastes like. Mixology can be complicated, that my products are high-quality and but Cayman Jack gives this customer an unique. That’s what a marketing guy over-the-bar experience anywhere, anytime. has to say. Right? But in Mike’s case, Cayman Jack sells best when displayed with it’s true. Folks from all LDA groups, not craft products. just millennials, want authenticity, fun, convenience and great taste. We’ve White Claw checked all those boxes. The success of this product is proof And just because you have grown up, that flavored, alcoholic seltzer water doesn’t mean you can’t have fun. isn’t a flash in the pan. Low in sugar Sad people don’t drink Mike’s. We get and alcohol, White Claw appeals to consumers to smile when they get a consumers who want to be healthy, glimpse of our quirky lemon logo. The but still have fun. Natural ingredients enjoyment of a Mike’s is associated matter to this label-reading consumer with life’s happiest moments, so there’s who probably also drinks lots of flavored an emotional connection there. In any seltzers that are alcohol free. business, that’s the Holy Grail.”

So why not give this “never-price-promoted” lineup more visibility in your store?

www.burkedist.com HeadyTimes v.6 3 Off-PremiseSPOTLIGHT Atlas Liquors F YOU HAVEN’T BEEN TO ATLAS LIQUORS IN MEDFORD LATELY, YOU Jeff also values the relationships that his might not recognize it when you walk through the door. The fifty-five family has built with their reps (Incidentally, Iyear old store recently went through a comprehensive renovation, their Burke rep looks just like Justin putting in a new state of the art cooler, a new floor, as well as converting Timberlake) and distributor partners. “After a portion of the warehouse area to office space and expanded self- nearly eighty-five years in the business, serve cold storage. The planning and construction was a long process, the relationships that have developed over according to third generation co-owner Jeff Fine. “We wanted to do time are important. We have a strong renovations for a while. We all put our heads together and hammered it connection to all of our distributors; some out, but at times it was a challenge. The construction took over a year, of them have been our partners nearly the but we stayed open the whole time. That’s not true – we closed for five whole time. After decades of trading with minutes while they replaced the security grid on the front door.” Sister these businesses you develop very close and co-owner Natalie Fernsebner laughs when she recalls planning the professional and personal ties.” renovations with her brothers. “We talked about it and argued over it and Jeff, Natalie, and Peter aren’t the only tussled about it and twisted about it for years, but we pulled the trigger. family who work at Atlas. “We try to treat We all worked together pretty well.” our employees like family, and in fact, we The Medford store joins another location in Quincy and the flagship employ multiple members of a few different in Roslindale, where their grandfather, Louis White, ran a grocerette. families. It’s one of the things I’m proudest “Our grandfather was a butcher by trade. After the repeal of Prohibition of.” Jeff takes a moment to list the four in 1933 he got one of the first licenses for . That soon outsold separate families with multiple members everything else, so he went all in.” He opened Atlas Medford in the 50s, who work among the stores. Those then tore that store down and built a brand-new one across the street connections are important to Natalie as in 1962. The Quincy store joined the family in the 70s. Louis’s children well. “As a member of a family who owns worked in the family business, and today Jeff and Natalie co-run the a business, I take it as a great compliment stores with their brother, Peter. Jeff contends that his grandfather was that the people that have worked with a pioneer in the business. “We were one of the first liquor stores to us for a long time bring their own family focus on low-margins and high volume. We were one of the first to have members in to work with us. That to me is carriages, one of the first to have female cashiers. We were also one of one of our greatest accomplishments.” the first self-serve liquor stores. It used to be that a clerk would get you These values extend to giving back to the what you wanted.” community at large. Since its inception, Part of the drive behind the Medford renovation was to accommodate Natalie has been heavily involved with A more space for beer, a category which Fine says is growing. “We’re doing Sip in the Park, an annual charity event better and better with imports. Modelo is growing, and Corona is huge featuring samples of wine and craft beer for us in a lot of different packages. We move through a ton of Coronitas, that takes place at Fenway Park. It’s that’s on fire. Domestics like Miller and Coors have been and continue to organized by and raises money for the be incredible volume brands for us. We’re also seeing a lot of growth in local chapter for the American Foundation the craft category, which requires a lot of upkeep. We’re lucky to have a for Suicide Prevention. The siblings great staff that keeps on top of the trends and pays attention to not only also make it a priority to support other what’s hot, but the solid and steady movers too.” charities and organizations close to their stores as a way to be connected to their different communities. After spending his whole life in the business, Jeff’s focus is on keeping up with what he sees as a shifting retail landscape. “One of the big challenges we face today is staying competitive in an industry that’s always changing.” Their family’s game plan is tried and true: “Be fair to your customers and your employees. Do right by them, and they’ll do right by you. Service, selection, pricing. It’s the trifecta.”

4 HeadyTimes v.6 www.burkedist.com On-PremiseSPOTLIGHT Independent Restaurant Group VERSEEING THE DAILY OPERATIONS OF ONE RESTAURANT Their DJ nights are always a big hit, and the or bar is a difficult task, never mind five different restaurants and giant Jenga and Connect Four games out Oa performing arts space. That’s what Jess Willis, Chief Operating back help keep the crowd entertained. Officer of the Independent Restaurant Group, does every day. She’s been Willis stresses that the group’s success is with the company for fifteen years, when the Independent was just one due in large part to the team she works year old. Today, in her role as COO, she oversees six different Somerville with. “We pride ourselves in our employee businesses: Foundry on Elm, Saloon, and the Rockwell Theater retention and longevity. We hire smart, performance space in Davis Square; River Bar in Assembly Row; and creative, talented people and give them Brass Union and The Independent in Union Square, where it all began. the space they need to do what they do. “The focus of each place is slightly different. The Independent is its That’s how Ken always ran the businesses own entity. We never set out to be a beer bar here, we were just a and that’s how we try to continue on.” Ken neighborhood place. As it turns out, the neighborhood really likes beer Kelly opened the Independent sixteen years so that’s what we do. We opened with sixteen draft lines, then went to ago, oversaw the most recent completion twenty-four, then went to thirty-two.” The taps are always rotating at the and opening of River Bar, and all the other Indo, but there are some breweries that can always count on having a places in between. He passed away from permanent home on the beer list. “Guinness is consistently our best cancer a little over a year ago at the age of seller. We always have a Notch beer on draft at all of our bars. We love forty-five. “He was like a producer. He’d put their Single Series and always have Pils in cans. We’d go to the end the teams together and let them do their of the earth for Notch and we think they would for us too.” Willis has thing.” They now host a fundraiser every observed that the tastes of their craft beer clientele have altered slightly. year on Ken’s birthday at a different bar in “There’s a lot less of wanting to find the weirdest stuff you can find. From the group for a team of riders who raise our perspective, I like being able to move through a few kegs a week of money for Dana Farber under “Team Kelly”. something and have it be fresh, go through the lines, and not just sit.” Willis says it was Ken’s enthusiasm and love for Somerville that have helped grow Foundry on Elm also puts a large emphasis on their beer program. “It’s the success of their establishments. “He a big deal over there. They do an amazing beer dinner every Thursday was very invested in Somerville and this night, it’s very low key. It’s always two courses and two beers for $20. particular neighborhood. The idea behind It’s not a ticketed event and not everyone in your party needs to do it the Indo was let’s just make it fun and have which makes it easy for everyone. It’s a good opportunity for people to it be a fun neighborhood place to hang check out a couple of beers that they might not have tried, and to have out.” Ken Kelly and his team were able some food that we think pairs well with those beers. It’s meant to be fun to accomplish that for not just one place, and if you’re into beer, it’s really a bargain.” but six. Resting under Foundry is Saloon, a speakeasy-inspired establishment with a focus on craft cocktails, whiskey, and beer. At the end of a hallway in the back of Saloon you can find the Rockwell Theater. “We just reopened it as the Rockwell, but it’s been a theater space for a long time. We do a lot of live music there, a lot of national acts that are maybe doing side projects.” River Bar is just a little ways away, in the heart of Assembly Row. The huge patio complete with fire pits and views of the Mystic is a major draw. “River Bar lives for summer. A lot of times people do that whole patio tour down Assembly Row, so it gets pretty busy.” Something that’s always featured at River Bar is from Bantam. “We’re neighbors; they’re right up the street from us. We’ve tried to support them from the very beginning, we love having them so close by. We go through a lot of Bantam at River Bar.” Back in Union Square, laid-back Brass Union is just a few doors down from the Independent. It features upscale American pub food with a craft-centric cocktail and beer list.

www.burkedist.com HeadyTimes v.6 5 NewPRODUCTS Blue Moon 4/6 Pack Cayman Jack Margarita 16 oz. Aluminum Pints Made with 100% blue agave nectar, Blue Moon Belgian White Belgian Style Wheat organic limes and real cane sugar. Ale will soon be the first craft beer available in ABV: 5.9% Package: 11.2 oz. Bottles only 16 oz. aluminum pints! Availability: Now! Availability: Now!

Farmer Willie’s Extra Ginger Redd’s Apple Ale 4/6 Pack An extra spicy version of Farmer Willie’s alcoholic ginger beer with 16 oz. Aluminum Pints the same blend of cold-pressed Redd’s Apple Ale will soon be available in ginger, fresh lemon juice, and 16 oz. aluminum pints! In the crowded Willie’s secret mix of spices with landscape of flavored beer, FMBs and , even more ginger. Naturally gluten the unique aluminum pint package will allow free. ABV: 4.5% Package: 12 oz. Redd’s to stand apart from other flavored Cans only Availability: Now! offerings and provide a point of differentiation for consumers. Availability: Now!

Modelo Chelada Tamarindo Picante Old Planters Brewing Co. This ready-to-drink Chelada has the flavors of sweet tamarind and spicy Old Planters Brewing Co. was built chipotle peppers that are authentic on the foundation of friendship, to Mexican cuisine and Michelada hometown roots, and a love traditions. ABV: 3.3% Package: 24 oz. for creating hop forward ales. Cans only Availability: Now! In 2014, two long time friends (Matt Sullivan and Ben Garry), took their obsession for home brewing to the next level and created a licensed brewery in the cellar of their home. With a Captain Lawrence shared desire to put their spin on brewing craft ales th and connecting with their local community, Old Planters 6 Borough Pils Brewing Company was born. Naming the brewery This pilsner is bright, crisp and after the Old Planters (the founding fathers of Beverly, hoppy brewed with Crystal and MA) was a way to pay homage to the city where the Columbus hops and dry hopped two friends grew up and to poke fun at their lifelong with Crystal and Mosaic hops. residency as “townies”. However, it was also created ABV: 5% Package: 12 oz. Cans only as a reminder to remain true to a vision and always be Availability: Now! open to exploring uncharted territories. A reminder to stay rooted in classic brewing technique, but to also be open to innovation and experimentation as well. Old Planters Crop Rotation IPA Bantam Cider Ginger Beer Crop Rotation IPA is brewed with the This smooth and spicy ginger beer is finest hops available while creating fermented in real ginger root giving it a big a smooth drinking experience. and bold bite. ABV: 5.5% Package: 12 oz. Every bottle is filled with distinct Cans only Availability: Now! aromas and flavors.ABV: 5.6% Packages: 12 oz. Bottles and Draught Availability: Now!

6 HeadyTimes v.6 www.burkedist.com NewPRODUCTS Foolproof The Grotto Revolution League of Heroes The Grotto IPA boasts juicy flavors and This new IPA variety pack contains aromas straight out of a tropical paradise- Anti-Hero IPA and a rotating fruity American hops complement a smooth, selection of Hero-Series light body. ABV: 6.5% Packages: 16 oz. IPAs. Each new iteration of Cans and Draught Availability: Now! the pack will contain one featured Hero-Series IPA that is debuting through the League of Heroes pack. ABV: Varies Package: 12 oz. Cans only Red Bull Summer Availability: Now! The Red Bull Summer Edition contains the same high quality ingredients as Red Bull Energy Drink with the taste of Grapefruit. Rodenbach Fruitage ABV: Non-alcoholic Package: 12 oz. Cans This sessionable red ale is a balanced blend only Availability: Now, in limited quantities of aged beer (Aged two years in oak foeders) *Off-premise only. Ask your Red Bull Driver and young beer with a medley of red fruit. Sales Representative for more information. ABV: 4.2% Packages: 8.45 oz. slim Cans and Draught Available: Now!

Samuel Adams Smirnoff Sparkling Seltzer Bohemian Pilsner 12 Pack Cube Old meets new in this crisp pilsner, which showcases new and heritage This variety pack hops. The classic Noble hops includes Watermelon, offer a floral spiciness while the Cranberry Lime, Orange new varieties add a fruity, citrusy Mango and Berry character. Together, they create an Lemonade. ABV: 4.5% elegant yet laidback golden pilsner. Package: 12 oz. Cans ABV: 5% Package: 12 oz. Bottles Availability: July only Availability: Now!

A New Look for Sam Adams Light White Claw Hard Seltzer Variety Samuel Adams Light has some new duds! The updated There’s a new White Claw in town! Raspberry Hard Sam Light packaging corresponds with the entire Seltzer joins Natural Lime, Ruby Grapefruit, and rebrand of Sam Adams. Black Cherry in the White Claw 12 pack Variety. The clean, bold patriotic Availability: Now! design makes the beer more recognizable and easier for consumers to spot. Samuel Adams Light is not a light version of another beer, rather it is a crisp and refreshing amber lager with a rounded sweetness, subtle hop character and clean, smooth finish. ABV: 4.3% Packages: 12 oz. Bottles and 15 pack 12 oz. Cans Availability: Now!

www.burkedist.com HeadyTimes v.6 7 SeasonalSELECTIONS Mike’s Harder When Demand Exceeds Supply Watermelon Warrior Many of our craft seasonal and specialty releases are available in limited or extremely limited quantities. Hold on for an intensely refreshing blend of Breweries only produce a certain amount of their ripe, juicy watermelon and tart lemonade. The specialty beers and Burke does all they can to get as liquid is dark pink and the aroma is of classic, much product as possible. In addition, this publication freshly-cut, ripe watermelons. Unlike the overly is compiled months prior to the decision made by the sweet, candy-like profile of other watermelon brewery to allocate their products to the wholesaler. beverages, Harder Watermelon delivers an Variations in production for some of these limited authentic, mouth-watering watermelon taste release offerings will fluctuate, resulting in lower before finishing clean quantities than anticipated. with no lingering sweetness. ABV: 8% If you are interested in something you see in this Package: 16 oz. Cans publication and it is out of stock when you place your only Availability: Now! order, please contact your Burke Sales Representative to discuss a similar option. Palm Breeze Variety Pack ZIMA Key Lime Cherry joins Pineapple Mandarin Orange, Ruby Red The legend returns for a limited time! Anyone Grapefruit, and Strawberry who was old enough to drink in the ’90s Pineapple in the new Palm Breeze has cause for celebration because ZIMA is 12 pack Variety. Availability: Now! finally making its official comeback! This refreshing citrus beverage gives drinkers the chance to re-live or experience for the first time, an innovator of the beverage alcohol Guinness Brewers’ Collection industry and an icon of 90s culture. It’s gonna go fast, so get it before it’s gone! Guinness has brought together ABV: 5% Package: 12 oz. Bottles only four of their finest summer Availability: Limited quantities in mid-June ales and lagers to create this year’s Brewers’ Collection. The variety includes: Guinness Leinenkugel’s Irish Wheat, clean with low Grapefruit Shandy bitterness, Irish Wheat has a subtle clove/banana flavor and Each batch of this shandy begins with a hint of zesty citrus; Guinness Leinenkugel’s traditional weisse beer. It’s Golden Ale, a refreshing bite then combined with natural white grapefruit yields to a dry finish, making for flavor that adds a note of fresh-cut citrus. an enjoyable brew; Guinness Rye ABV: 4.2% Package: 12 oz. Bottles only Pale Ale, the rustic, spicy character of the rye grain Availability: Now! gives this amber ale a peppery bite, balanced with citrus and grapefruit from the Mosaic and Cascade hops and Hop House 13, crisp, full-flavored and refreshing, this beer is hoppy but not too bitter, with a malty finish. Moosehead Radler Availability: June A refreshing blend of beer infused with a hit of natural fruit flavors, Moosehead Twisted Tea Tropical Radler uses three fruits grapefruit, grape and lemon) for a truly unique flavor. This Summer edition has real ABV: 4% Package: 12 oz. Cans only iced tea taste with notes Availability: Now! of passion fruit. ABV: 5% Packages: 12 oz. Bottles and Cans Availability: Now!

8 HeadyTimes v.6 www.burkedist.com SeasonalSELECTIONS Samuel Adams Traveler Grapefruit Shandy American Summer Variety Pack 15 Pack Cans The Sam Adams American Now available in 15 pack cans, Summer Variety Pack includes: Traveler Grapefruit Shandy is Boston Lager, a perfectly a deceptively delicious wheat balanced and complex beer made with real grapefruit. lager made with the finest It delivers a bright and satisfying hand-selected ingredients; citrus aroma and flavor, then Summer Ale, a golden, hazy, quickly disappears, leaving you thirst-quenching wheat ale; searching for another. ABV: 4.4% Hefeweizen, a hazy, golden- Availability: Now! amber brew filled with smooth wheat character; Berliner Weisse, a slightly tart and Traveler highly effervescent beer with bright flavor and a light, Refreshment Variety Pack bubbly body; Tropic of Yuzu, a distinctive brew that gets a citrusy punch from yuzu, a Japanese fruit with This variety pack includes: Curious juicy hints of orange & grapefruit and Golden Hour, a Traveler Lemon Shandy, Aloha light, golden lager with a dose of complexity from spicy, Traveler Pineapple Shandy and floral German Noble hops. Availability: Now! Grapefruit Traveler Shandy. ABV: Varies Package: 12 oz. Cans Samuel Adams Porch Rocker only Availability: Now! This tart, refreshing brew is Sam Curious Traveler Lemon Shandy Adams’ take on the Bavarian Radler, named for cyclists who This lemon shandy starts with American inspired it. Traditionally a mixture of craft wheat ale, which delivers a crisp, beer and lemonade, Porch Rocker light body. Fresh lemon and just a touch combines a crisp golden Helles with of lime are added to bring out a bright, a blend of real lemons to create a juicy citrus aroma and flavor.ABV: 4.4% fresh-squeezed flavor.ABV: 4.5% Packages: 12 oz. Bottles and Draught Packages: 12 oz. Bottles and Availability: June Cans Availability: Now! Samuel Adams Summer Narragansett Town Beach IPA Now available in 6-pack and 12-pack bottles and cans, Sam This session IPA is dry-hopped at the end of Summer is crisp and tangy with the brewing process to deliver a well-rounded refreshing lemon peel and a hint of hop profile with a crisp, clean, fruity flavor with pepper from rare Grains of Paradise. just the right amount of bitterness. ABV: 4.7% Package: 16 oz. Cans only Availability: Now! Golden, hazy, and thirst quenching, this American wheat ale balances Narragansett bright citrus, Noble hops and spice for a lively brew that is perfect on any summer day. Summertime Citra Ale ABV: 5.3% Packages: 12 oz. Bottles, 12 oz. Cans and Extremely refreshing and drinkable, Draught Availability: Now! Summertime Citra is the perfect beer for a day at the beach or a backyard barbecue. Angry Orchard Summer Honey Superbly balanced, this crisp, golden ale is made with 2-row pale malt and Citra hops. Angry Orchard Summer Honey is light and Strong aromas of citrus and passion fruit are refreshing with a fruit-forward apple taste. balanced and mild on the palate. ABV: 4.2% Made with a touch of wildflower honey, Package: 12 oz. cans only Availability: Now! this seasonal cider is bright and not overly sweet. ABV: 5% Package: 12 oz. Bottles only Availability: Now!

www.burkedist.com HeadyTimes v.6 9 SeasonalSELECTIONS Baxter Ceremony Black Hog S.W.A.G. This crisp IPA is brewed with gunpowder S.W.A.G. (Summer Wheat Ale Brewed with Grapefruit) is green tea leaves, matcha green tea a refreshing American wheat ale with hints of citrus from powder and a combination of American, fresh grapefruit peels and a light herbaceous pop from German and Australian hops. ABV: 4.2% herbs grown in the brewery’s garden boxes. ABV: 4.7% Packages: 12 oz. Cans and Draught Packages: 12 oz. Availability: June Cans and Draught Availability: Now! Baxter Bootleg Fireworks This double IPA is dry but light-bodied that is intentionally non well-balanced and unfiltered. The malt profile is purposely light leaving a booming hoppy haze. ABV: 9% Captain Lawrence Sunblock IPA Packages: 16 oz. Cans and Draught This Summer IPA is brewed with pale and Availability: June wheat malts making a refreshing American Wheat Ale. Unfiltered and dry hopped for Baxter Summer Swelter a bright, hoppy finish, this beer will help Although Summer Swelter is a wheat-based you fight off the sun all season long. beer brewed with real lemon and lime peel, ABV: 5.8% Package: 12 oz. Bottles only additions of real lemongrass and kaffir Availability: Now! lime leaves, along with a blend of citrusy American hops, make it anything but sweet. Captain Lawrence Swelter features a pleasant-not-overpowering Effortless Grapefruit IPA bitterness, while remaining light and refreshing. ABV: 4.7% Packages: 12 oz. Cans and Domestic and imported malts Draught Availability: Now! take a backseat to the loads of American grown hops that are dumped into the kettle. Dry- Boulevard Hibiscus Gose hopped for mouthwatering aroma with Mosaic and Palisade hops, This is a great introductory sour beer, and infused with natural grapefruit Hibiscus Gose receives coriander and sea flavor to add to the refreshment. salt during boiling, then dried hibiscus ABV: 4.5% Packages: 12 oz. Cans and Draught flowers are steeped at the end to Availability: Now! create a vibrant pink hue (really, though, it’s pink!). The result is a tangy, sweet and sour ale with a Castle Island Jetty refreshing citrus character. ABV: 4.2% This sour brew is a low alcohol, citrus-forward, Packages: 12 oz. Bottles and Draught quenching wheat beer with a refreshing pop Availability: Now, in limited quantities from an overnight kettle souring. A dry hop of Citra, Mt. Hood and coriander creates a Boulevard Ginger Lemon Radler spritely aroma, while a light crackery malt Boulevard’s take on the German radler finish preserves the beer’s body and balance. style is super bright, refreshing and ABV: 4% Packages: 16 oz. Cans and easy-drinking, balanced by tangy citrus, Draught Availability: Now! slight sweetness and a touch of ginger spice. ABV: 4.1% Packages: Cans and Draught Far From the Tree LEI Availability: June This summer cider is made with pineapple, jalapeno and 100% apples. ABV: 8% Package: 16 oz. Cans only Availability: Now!

10 HeadyTimes v.6 www.burkedist.com SeasonalSELECTIONS Farmer Willie’s Long Trail Survival Pack Craft Ginger Beer This seasonal sampler includes: Long Trail Ale, Farmer Willie’s alcoholic ginger beer Green Blaze IPA, Mostly Cloudy and Summer Ale. is a delicious blend of cold-pressed ABV: Varies Package: 12 oz. Bottles Availability: Now! ginger, fresh lemon juice, and Willie’s secret mix of spices. Naturally gluten free. ABV: 4.5% Package: 12 oz. Cans only Availability: Now!

Foolproof Forecast Forecast is Foolproof’s first kettle-soured beer in the series. This sour session ale is dry-hopped, tart and refreshing with a fruity hop aroma. ABV: 4.5% Packages: 16 oz. Cans and Draught Availability: Now! Notch Single Series This single series is a single brew that rotates monthly. May is Plenty for All, an oat- Ithaca Cayuga Cruiser based pale ale that celebrates This refreshing Berliner Style Weisse juicy British malt and June Ale is slightly tart with a mildly hazy is Hootenanny, mild acidity, appearance and light body. Brewed low alcohol content and high carbonation fermented with Crystal hops and pilsner, with four strains of lactobacillus for a tart yet rounded pale and wheat malts. ABV: 4.5% sourness. ABV: Plenty for All – 4.5%, Hootenanny, 3% Packages: 12 oz. Bottles and Package: Draught only Availability: Now! Draught Availability: Now! Ithaca Hop Kist Otter Creek This mid-summer sessionable Fresh Slice White IPA seasonal is a refreshing citrus This white IPA features the spicy, estery IPA brewed and dry-hopped with flavor profile of Belgian yeast laced with the a combination of honey malt juicy hop flavors and aromas of American and Citra hops. ABV: 4.75% hops. ABV: 5.5% Packages: 12 oz. Packages: 12 oz. Bottles and Bottles and Cans Availability: April Draught Availability: June Otter Creek Orange Dream This is a cream ale brewed with orange peels and Long Trail Blackbeary Wheat vanilla that will transport you back to the days of This American wheat ale is brewed ice cream headaches and popsicles. ABV: 5.3% with blackberries to impart a pie- Packages: 12 oz. Cans and Draught (12 oz. on-the-windowsill sweetness. Bottles available in Mixed Bag Variety Pack) ABV: 4.2% Package: 12 oz. Cans only Availability: May Availability: Now! Otter Creek Long Trail Blaze Box Mixed Bag Variety Pack This IPA variety pack includes: A mixed bag of year‑round brews Citra Blaze IPA, Green and seasonal treats including: Blaze IPA, Grapefruit Backseat Bearner, Free Flow Blaze IPA and Evergreen IPA, Orange Dream and Daily Blaze IPA. ABV: Varies Dose IPA. Package: 12 packs Package: 12 oz. Bottles only Availability: Now! Availability: Now!

www.burkedist.com HeadyTimes v.6 11 SeasonalSELECTIONS Revolution Hero Series Rhinegeist Hustle Citra Hero This red lager is brewed with Bravo This elegant American IPA is brewed with and Hallertau Blanc hops and 2-row, Pale Ale, Red Wheat and Belgian crisp malt tones from Red-X, Maris Aromatic malts to provide a deep golden Otter and Acid Malt. ABV: 4.8% color and clean malt profile for this hoppy Packages: 12 oz. Cans and Draught ale. Multiple additions of Citra in the brew Available: Now! kettle infuse this beer with deep layers of citrus aroma and flavor and a clean, Rhinegeist Peach Dodo crisp yet intense bitterness. After primary This German Gose is bright fermentation with Revolution’s English Ale Yeast, it is and frisky, tart and saline, and dry-hopped with one pound per barrel of Citra once dances on the palate with again to really load this ale up with a burst of fresh punches of peach. ABV: 4.4% citrus fruit. ABV: 7.5% Packages: 12 oz. Cans and Packages: 12 oz. Cans and Draught Availability: July Draught Availability: June Revolution Hero Series Rhinegeist Streaker Crystal Hero A crowdsourced Rye IPA dry A crisp and refreshing IPA hopped with Citra and Mosaic exploding with fresh hop hops that race across your palate character, named for a in a lively, yet intimate and wildly somewhat forgotten yet exposed jaunt – flaunting tropical amazing hop variety named fruit, dank, pineapple, and mango Crystal. A unique hopping aromatic acrobatics. ABV: 6% program gives this beer a Packages: 12 oz. Cans and massive, clean bitterness Draught Availability: June and fresh hop aroma bursting with hints of citrus and fresh fruit. ABV: 7.2% Packages: 12 oz. Cans and Draught Shiner Strawberry Blonde Availability: May Shiner, TX is known for beer. Poteet, TX is known for strawberries. This summer, Revolution Rosa the best of both worlds have come A highly drinkable ale together in one tasty beer. Brewed with steeped with hibiscus flowers juicy, homegrown strawberries from the for a natural tartness and strawberry capital of Texas – and a mix slight pink hue. ABV: 5.8% of pale and wheat malts for a crisp finish Packages: 12 oz. Cans and – Shiner Strawberry Blonde is ripe for the Draught Availability: May drinking. ABV: 4.3% Packages: 12 oz. Bottles, 12 oz. Cans and Draught Availability: Now! Rising Tide Spinnaker Hefeweizen Sea Dog Sunfish Sea Dog Sunfish is a light-bodied With a nod to the traditional hazy wheat wheat beer with a fragrant peach beers of Germany, Spinnaker hefeweizen essence and a clean, refreshing balances sweet yeast esters and spicy grapefruit finish.ABV: 4.6% phenolics with a refreshing bready body. Package: 12 oz. Bottles only ABV: 4.5% Package: 12 oz. Cans only Availability: April Availability: Now!

12 HeadyTimes v.6 www.burkedist.com SeasonalSELECTIONS Shipyard Two Roads Bergamonster Summer Seasonal Collection Bergamonster is an unfiltered uber This 12 pack bottle collection wheat ale, made using raw wheat and of Shipyard’s award-winning a combination of new world and old summer seasonals includes: world hops. It’s brewed with bergamot Island Time Session IPA, a oranges and spices for a distinctive, spicy, easy-to-drink session citrus kick in the mouth. ABV: 7% IPA with a delightful citrus Packages: 12 oz. Cans and Draught and piney finish;Summer Availability: June Ale, a traditional American wheat beer with an inviting Two Roads Road Jam color and mellow malted Brewed with a mélange of real red wheat flavor; Estival, Shipyard’s and black raspberries, then accented traditional Summer Ale aged with wood with a kiss of fresh lemongrass, this chips from barrels and either Signature Series unique wheat ale has a stunning red Imperial Pilsner, a unique blend of German pilsner & color and mouthwatering berry aroma. Imperial IPA or Signature Series Imperial Rye, a spicy, Fruity and refreshingly dry. ABV: 5% golden red beer with a floral hop aroma – sweet up front Packages: 12 oz. Bottles and Cans with a smooth, aromatic finish.Availability: Now! Availability: Now! Shipyard Melon Two Roads Persian Lime Gose This melon ale, golden in color, features Persian Lime Gose is kettle-soured in the Willamette and Saphir hops. Shipyard Melon Two Roads tanker truck trailer, a former milk is crisp, with a refreshing essence of fresh tanker, that is parked on the grounds at Two watermelon. ABV: 4.4% Packages: 12 oz. Roads Brewery. Fresh Persian lime juice is Bottles and Draught Availability: Now! sourced from a local craft juicery that is then blended into a classic Gose brew with a twist- Shipyard Summer Ale flaked rye.ABV: 4.5% Package: 16 oz. Cans and Draught Availability: June, in limited A traditional American wheat beer, quantities. Ask your Sales Representative with its inviting golden color, mellow about this product. malted wheat flavor and less hoppy characteristics, its sure to please those Wormtown Be Hoppier looking for a clean, cool Be Hoppier is considered to be the big brother of taste. ABV: Package: 12 oz. Be Hoppy IPA. Brewed with mash hopping along Bottles and Cans and Draught with double dry hop and hop back processes to Availability: Now! create a hop bomb of epic proportions. ABV: 8% Package: 12 oz. Bottles only Availability: July, Peak Summer Session Ale in limited quantities. Ask your Sales Representative about this product. Peak’s summer seasonal can be described as a marriage of a Wormtown Blonde Cougar traditional summer wheat beer Summer Ale and a West Coast pale ale. With an American ale yeast and heavy Blonde Cougar has a light golden dry-hopping, this beer is distinctly color from American grown pale a pale ale with a touch of wheat. malted barley, flaked maize, Locally grown NY state wheat and MA grown wheat. A slightly provides a complex mouth feel, sweet malt aroma continues while Amarillo dry-hopping creates a citrusy aroma. into the flavor. Balanced by Summer Session Ale is a clean, crisp and refreshing light hop bitterness and flavor. sessionable beer. ABV: 5% Packages: 12 oz. Bottles, Finishes slightly dry. ABV: 5.1% 12 oz. Cans and Draught Availability: Now! Packages: 12 oz. Bottles, Cans and Draught Availability: Now!

www.burkedist.com HeadyTimes v.6 13 Spirits Buzzballz Stiff Lemonade Laird’s Just in time for Summer Buzzballz has a Burke Distributing is now proud to carry the original new flavor out. Stiff Lemonade is made American Spirit; Laird’s Applejack. For over 300 using American , fresh lemon years the Laird family has passed down the art juice and natural lemon flavor. It tastes of making Applejack. Laird was America’s first just like lemonade, with a kick! A little- commercial distillery with License #1 and in known fact, all Buzzballz are certified 1760 George Washington wrote the Laird family Kosher! ABV: 15% requesting their recipe for producing Applejack. We carry the 80 proof Applejack, the 100 proof Apple and we have a limited supply of Ferdinand’s Saar Dry Laird’s Old and Rare Apple . ABV: 40-50% Ferdinand’s Saar Dry Gin is crafted from grain to bottle at Avadis Distillery in Germany’s Mosel MANCAN Wines Region. It is flavored with 30 locally sourced botanicals, and is infused with Riesling. Handcrafted and gold-medal-winning wines from Sonoma country in a can! Highly aromatic herbs and fruits, both from Each MANCAN is 375ml (half a bottle) their own cultivation in the Saar region and is designed to be cracked open and from the incomparable steep shale vineyard drank right out of the can! MANCAN slopes of the Saar, round off the flavor. comes in a red-blend, a white-blend Saar Dry Gin is pot-stilled in small batches and a fizz (a with bubbles). by Master Distiller Andreas Vallendar Perfect to throw in a cooler to take whose craftsmanship guarantees a high-quality product to the beach, pool or to enjoy at a BBQ this summer. promising a sublime drinking experience. ABV: 44% ABV: 12.5%

Senor Apple Raspberry Five O’Clock Vodka New from Senor Sangria their limited Five O’Clock Vodka from Laird & Company is release Apple Raspberry Sangria which a historic brand that has stood the test comes in in a 1L resealable carton. of time. Four times distilled and carefully Made from premium , and blended, this all-American vodka comes in all natural ingredients, Senor Sangria 1.75L, 750ml, 375ml and 200ml. When Apple Raspberry has no added sugar or it comes to great value and exceptional preservatives, and is perfect for serving quality, Five O’Clock Vodka cannot be beat! over ice. ABV: 8% ABV: 40%

NON ALCOHOLIC Red Bull Editions Red Bull Energy Drink Red Bull Energy Drink now includes the Blue, Green, Lime SugarFree, Orange, Purple SugarFree and Yellow. Red Bull® Energy Drink is a Each flavor combines the boost of Red Bull Energy Drink functional beverage with a unique with other fruit flavors.Available: Year‑round combination of ingredients. It has been specially developed for times of increased mental and physical exertion. Red Bull® Energy Drink vitalizes body and mind. Red Bull® Energy Drink – increases performance – increases concentration and reaction speed – improves vigilance – improves the emotional status – stimulates metabolism. Red Bull® Energy Drink is *Green, Lime SugarFree and Purple SugarFree are only also available in SugarFree. Packages: 4pk 24/8.3oz, available in the Off-Premise. Please contact your Red 24/12oz, 24/8.3oz Bull Driver Sales Representative to order. Package: 4pk 24/8.3oz 14 HeadyTimes v.6 www.burkedist.com Programs

Coors Light EVERYONECAN Can a brand use summer and sustainability to sell beer? Coors Light can. And it makes total sense. From backyard grilling get-togethers, to beach parties and summer festivities, all those empties can be recycled for a more sustainable world. This is one of Coors Light’s mountains and they have been climbing it all along. They pioneered the first aluminum beer can in the 1950s and now have the largest solar array of any U.S. brewery that helps produce enough energy to brew 22 million beers! Every climb starts with a few steps. To reach some sustainability peaks during the summer selling season, this program has a lot to offer. Empty kegs become keg grills (select key retailers), old billboards become 12-pack cooler bags (featured as a text-to-win, self- liquidating offer for consumers) and bottle caps get collected and become art pieces for participating on-premise accounts. The unifying message that Coors Light puts on display in both on and off-premise accounts is that, if Coors Light can, then EVERYONECAN. Coors Lights’ sustainability efforts haven’t gone unnoticed. There’s a good buzz about the EVERYONECAN program, from the leading publication in the advertising/marketing industry: Ad Age! Check out the article online at Adage.com.

Keystone Light Americana Packaging To celebrate the Fourth, America’s favorite ’stones are suited up for summer in brand-new patriotic packaging – Keystone Light’s salute to those whose love for country comes first this time of year. Build the ultimate display with these eye-catching cases. They easily stack together to create the American flag! Add the patriotic pole topper, display case card and cooler, and together these pieces will create a display that Uncle Sam would be proud of. The packaging will be featured on Facebook, where fans will be winning Keystone Light swag all summer long.

www.burkedist.com HeadyTimes v.6 15 Programs White Claw The Purest Seltzer in the World Consumers have spoken and White Claw is their brand of choice! This summer, the purest hard seltzer in the world will be taking over with unprecedented local and national brand support. White Claw Hard Seltzer will encourage pure enjoyment across the streets of Boston with, “The Purest Hard Seltzer in the World” campaign. Boston will have 1 bulletin, 1 painted wall ad and 60 bus shelters targeting 1MM consumer impressions including Boston’s legendary Fenway Park. White Claw’s campaign will also extend to print and digital media. Look for White Claw ads in Men’s Health, Women’s Health and ESPN magazine this May. With focus on distribution and getting liquid to lips, White Claw will maintain its place as the #1 hard seltzer this summer.

Redd’s Light & Blue Summer is America’s favorite season and full of patriotic holidays where beer is a big part of the celebration. To help consumers who are planning a summer get-together and want to have something for everyone, Redd’s Light and Blue will ease their tension by creating a one-stop-shop for their beer needs during this “party stop” trip mission, which provides all the beer options they need for their summer celebration. Off-premise, eye-catching labels and special displays st (available May 1 ) help shoppers quickly zero in on potential options. The mock-up of the billboard at Fenway Park had not been created at time of print

16 HeadyTimes v.6 www.burkedist.com Programs The NEW Corona Pacifico Airstream Summer Cans Adventure Are Here! In Summer 2017, Pacifico will team up • Builds on Corona’s with Airstream to create a campaign successful summer that entices and inspires experience packaging efforts seekers to get out and discover and Can relaunch their world. • Creates consumer pull and drives distribution

Modelo is the Official Beer of the Beautiful Game Casa Modelo will set the stage for the upcoming 2018 FIFA World Cup tournament by leveraging a flurry of soccer activity within the next 18 months, both at point-of-purchase and through ongoing engagement via social media and broadcast sponsorship. To start, Modelo is the Proud Sponsor of the 2017 Gold Cup! This brand new, four-year sponsorship with CONCACAF will only further solidify Modelo as the Official Beer of the Beautiful Game. New bilingual promotional packaging will both showcase this exciting new sponsorship, as well as encourage participation in this year’s sweepstakes, giving consumers a chance to win an international soccer experience in 2018.

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Magners Irish Cider This is Sport. To celebrate the European soccer season, Magners will be heading into the market to join fans as they root on their favorite teams. With giveaways and promotions during the game, this Irish cider will not only be supporting the league, but their partner team, the Celtic FC, with new merchandise and retail POS.

Twisted Talladega Tailgate One lucky winner and three friends will win the chance to head to Talladega for the October 15 race with the ultimate Twisted Tailgate! Prize package will include VIP tailgate and an upgraded NASCAR experience at the Big Race, including Hot Passes for Pit Road access. Sitting in the Pit Box is as close to the action as you can get without being in the driver’s seat and meeting the driver of the 13 car! • Program Timing: April-May • POS: Pole topper, case easel, cooler stickers, washers game, tool box fridge

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Where Will Sam Summer Take You? Samuel Adams is offering consumers three unforgettable trips to cap off one unforgettable summer. Colorful adventures will delight drinkers from coast to coast. POS, social and digital channels will drive drinkers to enter the sweepstakes. YELLOW Destination: Cadillac Mountain, ME Activity: Hike to see the first yellow sunrise in the country Be Free This Summer with ORANGE Angry Orchard Destination: Key West, FL From May through August, Angry Activity: Orange sunset party at Orchard is hitting the road to Mallory Square the best music festivals in the BLUE country! Consumers can join in the fun and enter to win VIP Destination: San Juan Islands, WA tickets to the festival of their Activity: Kayak tour through a blue choice at AngryOrchard.com. bioluminescent bay One grand prize winner will receive VIP tickets, travel and accommodations to Voodoo Music and Arts Festival in NOLA, five second prize winners will receive VIP tickets to attend either Bonnaroo, FYF Fest, Boston Calling, Bumbershoot or Voodoo Music and Arts Festival, five third prize winners will receive an outdoor bean bag chair and 1000 fourth prize winners will receive key chains with raincoats inside!

Sam Adams Pour One Forward Pour One Forward returns for another year celebrating our military heroes. NEW this year: Samuel Adams is donating $0.50 for every Boston Lager 12-pack purchased from May 1 through July 5 to American Dream U, up to $150,000! On premise: buy one, give one Boston Lager pints; text-to-donate with BBC match Off premise: $0.50 donation to American Dream U for every Boston Lager 12-pack purchased; text-to-donate program with BBC match for CA Timing: May through July 5

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Smirnoff Ice Open Up Your Weekend • Photo entry national contest around weekend getaways (criteria and Toast Our Troops details TBD) with Shiner • A full suite of point of sale tools to communicate the national contest. Continuing a long tradition of supporting our military, Shiner is • Merchandising solutions and product specific POS that proud to partner with the Boot communicates product features/occasion relevance across channels. Campaign again this year! This • A full suite of tools available to dress small-large displays. organization raises awareness and funds to help wounded • Sampling customizable to the instore product focus. veterans. Since 2011, the Toast • Cross merchandising options with snack foods and C-store our Troops program has raised food offerings. over $625,000 for the Boot Campaign, with the mission, “to promote patriotism for America and our military community, raise awareness of the unique challenges that service members Woodchuck Hard face during and post-service and Cider Ciderstock provide assistance to military Music Festival personnel, past & present and Sweepstakes their families.” From May 1st through July 31st, the brewery From June 1st through June will donate a portion of the 30th, consumers will be asked sales of specially marked Shiner to follow @WoodchuckCider on Bock cans directly to this Instagram and post a picture of worthy cause. themselves enjoying Woodchuck Cider with the hashtag #Ciderstockbound, including the handle @WoodchuckCider for a chance to be one of ten winners who will receive a trip for two to Woodchuck Ciderstock Music Festival in Middlebury, VT on August 19th, 2017. The Roots are headlining!

20 HeadyTimes v.6 www.burkedist.com Burke BeerBLOG Pulp, Purée and Peel: Unpacking the Different Types of Fruit Beer By Patricia Sheehan he “German Beer Purity Law”, Ale brewed with wheat can provide an or Reinheitsgebot, has famously ideal base for the addition of fruit. Two “There’s enough T limited the country’s beer Roads’ summer seasonal, Road Jam, ingredients to only hops, barley, takes a light wheat base and adds a water, and yeast. It’s been serving liberal amount of fresh black and red variation within the Germans well for five centuries, raspberries during the fermentation and more power to them. Here is the process. The fruit lends a deep red the style to US, we don’t have Reinheitsgebot hue to the beer, which is then steeped but we do have a whole lot of with lemongrass to accentuate American breweries who get to brew the berries. The fruit doesn’t please every type beer with fruit, and people seem to overpower the base beer, but instead enjoy drinking it. The adjunct can complements the sweetness and of drinker.” sometimes get a bad rap, but using lightness of the wheat and provides a fruit as an ingredient in beer is a counterbalancing tartness. Two Roads brewing tradition with deep roots. has also launched their “Tanker Truck Rhode Island institutions. The 125 It takes some skill to produce a Series”, a series of sours that are year-old Rhode Island brewery and balanced, properly attenuated beer fermented in a converted milk truck the beloved 69 year-old chain of while using fruit, but it’s a challenge outside the brewery in order to isolate frozen lemonade stands joined forces that many brewers are up for. That’s the lactobacillus yeast used in the to make Del’s Shandy. It became an not to say that every beer with a kettle souring process. Lactobacillus instant New England classic when strawberry on its label has ever been lends a naturally citrusy and sour it launched three years ago, and its in the same room with an actual element to the base beer, providing eye-catching 16 oz can has been a strawberry. Extracts are commonly a friendly backdrop for fruit. The first summer staple ever since. used in lieu of actual fruit, but far beer in this series is Passionfruit be it from me to deny myself an Gose. Head brewer Phil Markowski With the explosion in popularity of occasional extract brew on a patio in explains his reasoning in choosing IPAs brewed using American hops, it the middle of July. passionfruit for the first Tanker Truck didn’t take too long to build a bridge beer: “Passionfruit has always been between the strong citrus aromatics By no means a flash in the pan, fruit a favorite of mine. It is also a high- of hops like Citra and Cascade and beer has been around for centuries. acid fruit. These fruits work the best adding actual grapefruit juice or peel It’s a style with a broad range, as in beers where the fruit is added to the ales themselves. Grapefruit any beer can be used as a potential during the secondary fermentation IPAs are still enjoying their wave of base for an addition of fruit. Belgian and the natural sugars are completely popularity a couple of years after they lambics are beers that are brewed fermented, leaving a drier, less burst on the scene, with higher and using spontaneous fermentation sweet character, yet preserving lower alcohol versions from different and frequently are refermented the recognizable character of the breweries popping up. Sam Adams with a variety of different fruit, added fruit.” Rebel Grapefruit IPA uses Mosaic with Krieks (cherry) and Framboise hops accentuated by the addition (raspberry) being two common Shandies, also known in Germany as of grapefruit juice and peel. Flaked offerings. Brouwerij Boon in Belgium Radlers, have roots in the pubs of oats and pale malt provide a solid is a traditional lambic brewery. Their England. It’s typically a combination backdrop to let the citrus shine Kriek Mariage Parfait uses a one of lager and either lemonade or without taking over. year lambic as a base, then there’s lemon soda to taste. The style is a second conditioning with overripe a thirst-quenching, low alcohol, Whether it’s a Kriek, a fruited Gose, cherries in small oak barrels. The sweet, and tart blend that pairs a Radler, an IPA with citrus, or any beer is then bottled and further perfectly with hot summer days. The of the many other beers that feature conditioned before it is released to Leinenkugel family has been brewing fruit, there’s enough variation within us. Rodenbach is another Belgian German-influenced beers that are the style to please every type of brewery that frequently uses fruit as uniquely American for 150 years. drinker. That is of course unless you an ingredient. Caractère Rouge uses Their Grapefruit Shandy uses a weiss don’t like fruit, in which case fruit a two year aged Flanders Red as a beer base and white grapefruit flavor beer probably isn’t for you. If that’s base, and is further aged in oak and in their interpretation of the style. so, we have some lovely German macerated with cherries, cranberries, Narragansett’s Del’s Shandy is a pilsners that we’d be happy to tell and raspberries. collaboration between two iconic you all about…

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