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Fall 2017 | V.21 AMOSKEAG BEVERAGES Fall 2017 | V.21 AMOSKEAG BEVERAGES DANIEL WARHAFTIG REDD’S IS ROCKIN’ AGAIN Delivering Excellence Seasonals The Beer Guy New Products Programs DOGFISH HEAD’S SAM CALAGIONE | FALL SELECTIONS | TRY A BEER-TAIL INSTEAD OF A COCKTAIL Letter toTHE TRADE UTUMN IN NEW HAMPSHIRE is arguably one of the nicest In This Atimes of the year, and we all ISSUE enjoy getting out and savoring the good weather before we hunker down for typically a long winter. Beer festivals are a great way to Delivering the get introduced to new breweries or to taste something different from Taste of Excellence ...............1 an old favorite. Here are just a few events coming up this summer and Cover Story .........................2 fall in the Granite State. The Beveridge Craft Beer Fest – Wolfeboro, NH – Saturday August 12th Brewer Highlight .................4 At the 4th annual Beveridge Craft Beer Fest, guests can sample some amazing brews from 25 New England breweries, while listening to the tunes Stinson’s Village Store .........5 of The Mangroves and Copilot! There will be corn hole, beer pong and other fun games to play at the base of Wolfeboro’s Abenaki Ski Hill. Food vendors Stumble Inn Bar and Grill �����6 will fill guests’ tummies with their tasty goods. Bring a lawn chair if you like and enjoy a day of amazing beer, cider, music and food! New Products .....................7 Gunstock Mountain Brew and BBQ – Gilford, NH – August 25th & 26th Enjoy some of the area’s best beers, ciders and barbeque. Local restaurants will be providing some friendly competition and providing folks with Seasonal Selections .......... 11 outstanding BBQ! There will be great music to jam to while you chow down and discover your new favorite beverage. Programs ........................ 18 Red, White & Brew Lakes Region Brewfest – Laconia, NH – September 30th The 2nd annual Red, White & Brew Lakes Region Brewfest takes place at Funspot in Laconia where guests will enjoy craft beer and wine along with live The Beer Guy ................... 25 music, food, a car show and local vendors and artisans. (See back cover for more information.) Attitash Oktoberfest – Bartlett, NH – October 7th & 8th This annual event is held at Attitash Mountain Resort. The 20th Attitash Oktoberfest is a two-day event that will feature traditional Bavarian music from the world renowned King Ludwig’s Band, authentic German fare and a Biergarten featuring 19 different local and regional breweries serving a host of seasonal beers and ciders. White Mountain Oktoberfest – Lincoln, NH – October 7th & 8th Loon Mountain Resort hosts this Oktoberfest with lots of beer, bratwurst and music courtesy of the Alpiner Oom-pah Band. Activities include children’s games, a corn hole tournament, water balloon tossing, stein holding and a keg toss. Pats Peak Octoberfest and Ski Sale – Henniker, NH – November 5th This annual event takes place at Pats Peak Ski Area with King Ludwig’s Bavarian Band, tasty German food, a festive beer garden, kids’ activities and a woodsmen show with ax throwing and wood chopping. There’s also a ski and snowboard sale and chair lift rides. Again, we thank you very much for giving us the opportunity to serve you, our valued customers. We hope you enjoy the rest of your summer. Tom & Ed Tom Bullock Ed Murphy Heady Times is published four times a year, courtesy Chairman of the Board President of Amoskeag Beverages. DeliveringTHE TASTE OF EXCELLENCE Find Out More About Amoskeag’s Employees Zac Daneault Driver and Driver Trainer for New Hires How long have you been with Amoskeag Beverages? I started out in the beer business 19 years ago. What is your favorite part about your job? I really love working with people. Whether it’s training a new employee or working with our customers in the Manchester area, it’s all good. What do you like to do in your spare time? Riding my motorcycles and enjoying the outdoors are two of my favorite activities. If you could be anywhere, enjoying a cold beer right now, where would you be? I would be with my family, in Florida, on a beach, having a cold Coors Banquet. Terry Callahan Senior Sales Administrative Assistant How long have you been with Amoskeag Beverages? 12 years. What’s the best thing about your job? I love the environment here at Amoskeag. Even though we’ve doubled in size since I started, it’s still a family company and I like that type of culture. Amoskeag has a close- knit feel. What do you like to do in your spare time? I enjoy spending time with my family at the lake or hitting the links for a round of golf. If you could be anywhere enjoying a cold beer right now, where would you be? Definitely on a tropical beach, relaxing and enjoying a refreshing Corona with a lime! www.amoskeagbeverages.com HeadyTimes v.21 1 CoverSTORY Redd’s is Rockin’ Again Hot New Flavors, Blueberry & Raspberry, Reignite Interest in This “Crisp Like an Apple” MillerCoors Game Changer In 2015 MillerCoors knocked it out of the park with entire portfolio. “The new flavors have the debut of Redd’s Apple Ale. Nielsen proclaimed it a absolutely reignited interest in Redd’s,” “Breakthrough Innovation Winner” and it quickly became the says Warhaftg. “Blueberry is a hot flavor now and the feedback we get on the taste nation’s best-selling six-pack in grocery and convenience of the Raspberry has been tremendous. stores like Seven-Eleven. The brewery couldn’t make it Consumers love it. The new flavors are fast enough. doing very well, but original Redd’s Apple remains the best-selling flavor.” Marketing Director Daniel Warhaftig riffs on Redd’s renewed success and explains why it raises the ring at There is no doubt that the introduction your register by 14%. of new flavors improves sales. But even the sales professionals at MillerCoors e set out to make something different for beer drinkers were surprised by the huge lift in who grew up with lots of flavor choices,” explains Warhaftig. sales when all three flavors of Redd’s “W “The beer drinkers we are talking about are the men and (in any package configuration) are women who enjoy American light lagers. It had to be sessionable [5% grouped together. “We know that Redd’s ABV or less], and not as sweet as an FMB [Flavored Malt Beverage]. We six-packs displayed together rev up sales worked really hard on the liquid. Nobody was doing apple in the beer by 19%.” That is an amazing statistic. aisle. And we knew that apple is a favorite, even nostalgic, flavor Warhaftig commented, “It proves that shelf for consumers. Who didn’t drink apple juice as a kid?” sets matter and have a dramatic effect Perfecting the liquid really paid off. Redd’s is a golden ale (not a on sales.” cider) with a crisp apple flavor and clean, refreshing finish. The MillerCoors has breathed new life into flavor captured the attention of millennial American light lager Redd’s. But the company isn’t banking on drinkers who are always looking for something new, usually with new flavors alone to win back customers. a touch of sweetness, but not so sweet that they can’t enjoy This fall, Redd’s returns to TV with “wicked” more than one. But Redd’s Apple Ale found fans among funny commercials on TBS, FX, NBC and non-beer drinkers as well. Warhaftig explains, “We took other networks. These commercials and a close look at who was drinking Redd’s and found corresponding social media campaigns out that non-beer drinkers were big fans too… folks reach 84% of men ages 21 to 34. All the who identify themselves as wine & spirits drinkers advertising connects with millennial men and others who enjoy shandies, teas and FMBs. where they are spending their time digitally. Men and women drink Redd’s and it’s popular in Hispanic and LGBT communities. The big take- Sounds like Redd’s is going to hit it out of away here is that Redd’s appeals to everyone the park again. at the party. And best of all, consumers buy Redd’s in addition to – not instead of, their usual light lager. Since Redd’s sells at above premium pricing, the ring at the register goes up by about 14%.” But even “Breakthrough Innovation Winners” like Redd’s have to keep the lineup fresh. The new flavors, Redd’s Blueberry Ale and Redd’s Raspberry Ale, have sparked consumer interest in original Redd’s Apple Ale and driving trial across the 2 HeadyTimes v.21 www.amoskeagbeverages.com CoverSTORY The power of the perfect facing. Sales velocity doubles when two Redd’s flavors in 24 oz. single-serve cans are sold together. By adding a third flavor to the facing, sales increase by 54%. How about a revenue raiser? Customers who buy Redd’s Wicked in 24 oz. single-serve cans buy about 1.5 packages per trip. You can drive more sales by offering a “2-for” price, where permitted by law. Redd’s Apple Ale Redd’s Apple Ale now comes in a new, re-sealable aluminum pint bottle, a package consumers really love. Warhaftig on Redd’s Wicked (ABV 8%) With “just the right amount of wrong” to Redd’s Blueberry and jump start the night for a killer good time, Raspberry Ales Redd’s Wicked, available in Apple, Mango, Black Cherry and Blood Orange (the fall Hot, new flavors Blueberry seasonal available September 1st), gives and Raspberry are permanent flavor-seeking millennials the ‘beer + fruit’ additions to the Redd’s family.
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