Summer 2013 | V.4 AMOSKEAG BEVERAGES

FRED MATT SARANAC BREWERY AMERICA REDISCOVERS THE SHANDY

Retail Edge Seasonals The Beer Guy New Products Programs HIRE THE BEST EMPLOYEES | SUMMER SELECTIONS | BREAK OUT THE WHEATS Letter to THE TRADE In This ISSUE

Cover Story ...... 1

Brewer Highlight ...... 2

Wayne’s Market ...... 3

Bank of New Hampshire Pavilion at Meadowbrook .....4

We are so pleased with the positive feedback we have been receiving in regards to the Heady Times. Our suppliers are thrilled to showcase their new New Packages ...... 5 and seasonal products, while our sales department is able to use the publication as a selling tool when discussing products and programs with their accounts. Retailers enjoy seeing the actual products before purchasing and are thrilled to Seasonal Selections ...... 6 have a heads up on beers that are being released. It’s been a win-win for everyone involved! Available Year-Round ...... 8 With the recent success of Heady Times, we thought we’d introduce the person behind the Perfect for the Season publication. Kelly Kirkpatrick has been a part of Amoskeag Beverages in various roles for 20 years. “I was a bit skeptical when the owners Programs ...... 9 approached me about leading the charge for a new Amoskeag publication,” says Kelly, whose past responsibilities have ranged from Retail Edge ...... 12 receptionist, to positions in purchasing and tel- sell. Now an editor, Kelly says, “It’s nice to be able to highlight some amazing brewers, The Beer Guy ...... 13 products and exceptional accounts.” This is only our fourth edition, but we look forward to many more in the years to come. Kelly is always looking for news on the latest beer trends and interesting industry stories to share with readers. Please feel free to email her with any suggestions at: [email protected] Thanks again for choosing Amoskeag Beverages. We wish you continued success and a wonderful summer.

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. Cover STORY America Rediscovers the Shandy A Refreshing Alternative for Summer

S AMERICANS, WE TEND TO LIKE BEER JUST AS IT IS, from the bottle, can or tap. Although recently, some brewers have A begun mixing beer with other beverages like wine and tea and people are digging it! Many Europeans countries, whose beer-drinking history dates back considerably farther than ours, have a long tradition of mixing beer with non-alcoholic beverages or different styles of beer. The Shandy or Radler, as they refer to the blended beverage in Germany, is one of the most popular. Typically, a Shandy is a beer mixed with citrus-flavored soda, lemonade, ginger beer, ginger ale or cider. There seems to be no definitive answer as to when and where the Shandy originated but some tavern historians, yes such people really do exist, have traced the style back as far as the 1600s. Some say England deserves the bragging rights, while others believe the thirst-quenching blends were created in Germany. What we know for sure is that these refreshing concoctions have been enjoyed for centuries. Shandygaffs, as they were once referred to in England, are typically made with equal parts ale and ginger beer. The word Shandygaff is from the old London vernacular for “pint of beer”. It is a combination of the words “shanty,” a public house and “gatter,” an expression for water. The Radler is a combination (usually ½ and ½) of beer and sparkling lemon soda. The name Radler, German for ‘cyclist’, is said to have come from a time when a group of cyclists frequented a particular pub in Germany. As the bar became busy and the bartender feared running out of beer, he would serve it mixed with carbonated lemonade to extend his supply. Despite being readily available in Europe for generations, Shandys are relatively new to our present day beer culture. They are being ordered more often over the bar by drinkers in the U.S. who crave interesting alternatives to typical thirst-quenchers. Samuel Adams offers a pre-mixed Shandy as part of their summer lineup. Porch Rocker, inspired by Bavarian Radlers, is a blend of Helles beer with lemon for a fresh- squeezed lemon taste, effervescent sweetness and a slightly tart, refreshing finish. The style of beer used to make Shandys varies, but light lagers or wheat ales seem to be the most popular among today’s American versions. The refreshing quenchers are also being brewed in different variations. The Traveler Beer Co. offers an entire lineup that expands the definition of what a Shandy can be. Each of their Shandys includes wheat beer that is mixed with either, ginger and clover honey (Tenacious Traveler), real lemons and limes (Curious Traveler) or real strawberries (Time Traveler). Flavored malt beverages are even jumping on board with this trend. Mike’s Hard Lemonade recently released a Shandy of its own. The mix of crisp lemonade and golden lager quenches even the toughest thirst. Whichever blend suits your fancy, these delicious, low ABV (typically around 4%) brews make ideal summer quenchers and are perfect for pairing with lighter fair like whitefish or salads drizzled with vinaigrette.

www.amoskeagbeverages.com HeadyTimes v.4 1 Brewer HIGHLIGHT Fred Matt | Saranac Brewery 4th Generation of the Matt Family

HE FAMILY OWNED AND OPERATED F.X. MATT BREWING Company has prospered at the foothills of the Adirondack T Mountains in Utica, New York for over a century. It is the oldest brewery in New York and the third oldest in the country. Under the leadership of the third and fourth generations of the Matt Family, the brewery is one of the most respected in the country, producing a variety of distinctive, flavorful beers. In 1878, German-born immigrant Francis Xavier Matt (F.X. Matt I), left the famous Duke of Baden Brewery in Germany to travel to the U.S. in hopes of owning his own brewery. After several years of brewing at the Bierbauer Brewery, he re-organized the faltering brewery to create The West End Brewing Company where he served as both head salesman and brewmaster. The brewery quickly became the largest and most successful of the 12 breweries operating in Utica at the time.

“We know what you have

to do to keep moving forward, which do to keep moving forward, which is why we continue to innovate and re-invent is why we continue to innovate and ourselves.” This year marks the 125th anniversary of the brewery and the folks at Saranac want re-invent ourselves.” to share this milestone with all of their customers. “We have redesigned our packaging and bottle labels. It’s a great opportunity to do a better job at telling our history and product stories.” Today, Fred Matt, President and 4th generation of the Matt family, carries on the proud tradition and German brewing heritage with the Matt’s brewing philosophy is to create celebrated Saranac family of beers. Matt was instrumental in distinctive and drinkable beers, ones that expanding the brewery’s distributor network and has rebuilt the sales have a unique taste, but are not too malty and marketing organization in order to support the explosive growth or too hoppy so you can enjoy them all of the brand. Before joining the brewery, he worked in New York night long. Though Trail Mix is one of their City for Grey Advertising where he managed the Aquafresh best sellers, a favorite of Matt’s in the toothpaste business. Matt received his BA from Hobart College and summer months is Blueberry Blonde Ale, went on to receive his MBA from the Simon School of Business. which is made from fresh blueberries. The brewery suffered a fire in 2008, but was only out of commission Moving forward, in addition to being for 33 days. Matt says, “Although this was a difficult situation, the focused on going green, Matt plans to leaders before me not only suffered a fire, but prohibition, the continue to innovate and brew great depression and world wars, so this seemed like a minor speed bump beers. He explains, “You’re going to see compared to what others have faced. It actually made us stronger as some unique and different things that a company because it pulled all of us together for one common we’re doing in our pilot brewery where we cause, rebuilding the brewery successfully, and we have. Our will be testing new styles and flavors that company has gone through hard times. We know what you have to we think will appeal to consumers.”

2 HeadyTimes v.4 www.amoskeagbeverages.com Off-Premise SPOTLIGHT Wayne’s Market HE WHITE MOUNTAINS REGION OF New Hampshire is a year-round destination T known for breathtaking scenery, excellent attractions and a seemingly endless list of activities. Here, along Main Street in the quaint town of North Woodstock, you will find Wayne’s Market…a local favorite. Heady Times met up with owner, Chris Clermont who was happy to show off all that Wayne’s Market has to offer. The store has been open for years, but it wasn’t until 13 years ago that Clermont and his family bought the establishment, and over time have transformed the store into a beer haven. Prior to owning the market, Clermont had been involved in his family’s hospitality businesses in NH. But, it was the prospect of owning and running Wayne’s Market that made him leave his amazing gig as a golf professional in Florida Owner, Chris Clermont and return to his home turf. With over 1,000 SKUs of beer, it’s no wonder customers will travel long distances to reach this spot. As Heady Times walked through the store, the endless rows of big bottles in addition to 15 cooler doors, full of cold beer, were hard to miss. But big changes are on the horizon. “We are beginning renovations on our beer section,” says Clermont. The plans are to incorporate a beer cave to house Wayne’s huge assortment. Customers will be able to walk in, feel the cool air and know their beer will be cold and refreshing. Custom beer caves have become very popular in convenience stores, as they offer an inviting space for customers to browse. Beer tastings, held at the store every Friday from 4:30 – 6:30 p.m., have really helped with the explosion of Wayne Market’s craft beer sales. “I was a little unsure at first, not piece of cake. Clermont is also considering knowing if my customers were willing to pay higher prices for some of having the store open 24 hours a day as it these craft products,” said Clermont. His worries were put to rest once once was. people had the opportunity to try a new beer and talk to a knowledgeable Community service is another area close to staff member about it. The choice then became easy. “Our local brews like Clermont’s heart, as he donates weekly to Woodstock, Moat Mountain and Nepenthe Ales really fly off the shelves,” the local food pantry. “We live and work in he says, but Clermont is always willing to bring in something new. a small community, it’s what you do - help “Experimentation is the most enjoyable aspect of craft beer.” For out your neighbor,” he says. Clermont’s information on their products, checkout Wayne’s Market on Facebook. spirit of giving in combination with the Gearing up for summer, the store’s busiest season, means getting the store’s local charm, great service and store in tip-top shape. With the help of 18 well-trained and dedicated amazing product selection have made employees running the deli and the rest of the market, that should be a Wayne’s Market the success it is today.

www.amoskeagbeverages.com HeadyTimes v.4 3 On-Premise SPOTLIGHT Bank of New Hampshire Pavilion at Meadowbrook HE BANK OF NEW HAMPSHIRE PAVILION at Meadowbrook is an 8,000-seat amphitheater on T the shores of beautiful Lake Winnipesaukee in Gilford, New Hampshire. What started as a mere vision on a grassy hill, has evolved into northern New England’s premier summer concert venue. When Heady Times caught up with RJ and Bridget Harding, owners of the venue, the place was rockin’! An expansion of the secondary pavilion is now underway and includes new parking lots as well as new entrance and exit roads, all in an effort to ease traffic concerns. Always looking to enhance their customer’s experience, these upgrades will be completed for the opening Mötley Crüe concert on May 17th.

“When we first started this, our family set up folding chairs and erected a Owners, RJ and Bridget Harding rented stage on the grassy field for local tribute bands to perform,” says RJ. Now Meadowbrook is known throughout New England and employs over 300 people with more than 20 big-time concert events each year. Many guests are season ticket holders or VIP “Inner Circle” members. “Once you‘ve experienced a Meadowbrook concert, you’re hooked,” says RJ. Each summer season, Meadowbrook hosts an incredible array of musical and comedic talent. Customers spend upwards of five hours at any given event, socializing with friends and engaging in a memorable evening they will remember years after the show has ended. “Having 40,000 Facebook friends and a huge Twitter following helps us keep our fans up to date on the latest programs have been shut down due to Meadowbrook news,” Bridget added. nationwide budget cuts. So much so, Meadowbrook has formed a wonderful partnership with Amoskeag that in many schools, they’re a mere Beverages and their suppliers. “What sets us apart is our hospitality shadow of what they once were. background,” says Bridget and they’ve found a perfect fit with Amoskeag “We’re pleased to announce that we who is more than just a sponsor. The Magic Hat 2nd Stage, the Harpoon will be leading the charge and Saloon, the Red Stripe VIP Lounge and the Sam Adams Brew House are providing funding for the addition of the all part of this amazing, natural outdoor venue. Coors Light and Miller state-of-the-art music education software, Lite aluminum cans are always big sellers at the concerts as well as SmartMusic, to Gilford schools,” says Twisted Tea 24 oz. cans, but guests are able to enjoy a wide variety of Bridget. “It’s so important that children brews and they do! have music in their lives and we are thrilled to help.” Giving back to the community has always been important to the Hardings. They helped start the Meadowbrook Foundation, whose Amoskeag would like to give Kudos to mission is to enhance the educational and cultural well-being of the the licensee, Centerplate as well as community through scholarships and other programs designed to expose Stephanie and her crew who do an citizens to music and other performing arts. Many music and art amazing job.

4 HeadyTimes v.4 www.amoskeagbeverages.com New PACKAGES Mike’s Hard Party Kit The Sam Can™ Mike’s latest variety pack is chock full of your favorite The Sam Can™ was developed over Mike’s flavors: Hard Lemonade, Hard Black Cherry, Hard two years of research and testing to Limeade and the new Hard Strawberry Lemonade. Party provide the best flavor for beer in a hard with Mike’s new variety pack! Availability: Now, can. The design provides a drinking year-round experience that is closer to the taste and comfort of drinking beer from a glass. The difference between drinking out of the new can, as compared to a standard can, will be subtle, but drinkers will notice enhanced flavors and a more comfortable experience. The extended lip places beer at the front of your palate to maximize enjoyment of the sweetness from the malt, while the hourglass ridge creates turbulence (like their patented Perfect Pint glass) which “pushes flavor out of the beer.” The hourglass ridge and positioning of the can opening work in concert to allow more airflow which enhances Grumpy Monk the flavor of the beer. You pour the The long-held brewing traditions of beer into your mouth as opposed Belgian Monk’s aren’t meant to be to “sucking” the beer out of a broken. Yet, to the Monk’s can. Availability: Both Boston dismay, the distinctive Lager and Summer Ale 12 oz. character of Belgian yeast, cans are available now with its spicy clove and fruit notes, can be re-imagined when combined with the Red Stripe 12 oz. Cans brazen hop character of an Everyone’s favorite Jamaican IPA. These hops impart a lager boasts an extremely citrusy, piney and earthy refreshing taste, balancing flavor that’s balanced by malty-sweet and lightly hoppy roasted malt sweetness for flavors. The taste quality a complex and playful enhances the enjoyment of hot brew. Grumpy Monk is a and spicy fare. Just in time for spirited reinvention of the summer activities, this cool Belgian tradition. drinking lager will soon be ABV: 6.5% available in 12 oz. cans! Package: Draught only Hooray Red Stripe! ABV: 4.9% Availability: Now, Package/Availability: 12 oz. cans year round are available now

Woodstock 4000 Footer IPA A big American IPA, 4000 Footer is brewed with Chinook, Columbus and Amarillo hops and dry-hopped with Goldings. This tasty IPA honors the 48 mountain peaks that rise over 4000 feet! ABV: 6.4% Packages: 12 oz. bottles and draught Availability: Now, year-round

www.amoskeagbeverages.com HeadyTimes v.4 5 New PACKAGES T.G.I. Friday’s ® Frozen Cocktails For nearly 50 years, T.G.I. Friday’s ® has been mixing world famous cocktails and this summer, drinkers can take the world’s most trusted recipes just about anywhere! Available in Tropical Pina Colada, Wild Strawberry Daiquiri, Platinum Margarita and Blackberry Long Island Iced Tea flavors, just freeze and enjoy for authentic bartender taste. ABV: 5% Package: 10 oz. pouches only Availability: Year-round, beginning in June

Seasonal SELECTIONS Woodchuck Summer Cider When Demand Exceeds Supply Exhibiting a slight tartness, this cider begins Many of our craft seasonal and specialty releases are with a full, robust flavor followed by a rich available in limited quantities. Breweries only produce a taste reminiscent of New England certain amount of their specialty beers and Amoskeag blueberries. Summer Cider is the perfect does all they can to get as much product as possible. In refreshment on a warm, summer day. addition, this magazine is compiled months prior to the ABV: 5% Packages: 12 oz. bottles and decision made by the brewery to allocate their products draught Availability: Now! to the wholesaler. Variations in production for some of these limited release offerings will fluctuate, resulting in Woodchuck Hard lower quantities than anticipated. If you are interested in Cider Private Reserve something you see in this publication and it is out of stock when you place your order, please contact your Belgian White Amoskeag Beverages sales representative to discuss a A handcrafted similar product. treasure, the ultra- limited edition, Woodstock Inn Woodchuck Private Reserve Raspberry Belgian White is crafted with a Weasel classic Belgian beer yeast. Cloudy, Wheat with a rich, golden hue, it presents a delicate aroma and taste with This light and coriander and orange notes, refreshing, laced with the complexity of American-style apple notes. This unique cider wheat ale is blond in pairs excellently with seafood, color with low hop mixed greens and sharp bitterness and a hint of raspberry in each cheeses. Join the select few sip. ABV: 4.4% Packages: 12 oz. bottles who get an exclusive taste of the and draught Availability: Now! fruits of Woodchuck’s labor. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: Limited quantities in June

6 HeadyTimes v.4 www.amoskeagbeverages.com Seasonal SELECTIONS Irish Beer Discovery Pack Abita Lemon Wheat The best of Irish beer will be available this summer in one Lemon Wheat is a crisp, refreshing attractive 8pk carton! The variety pack contains Guinness beer made with lemon peel Draught, Guinness Black Lager, the first ever can of for a fresh citrus taste and Smithwick’s and the brand new, Smithwick’s Pale Ale, the aroma. This unfiltered first new addition to the Smithwick’s brand since 1983! brew has a hazy, golden The English-style pale ale is smooth and light on the color and is made with palate with a complex and interesting nose. Smithwick’s pale and wheat malts, Pale Ale is a rich, golden color with a creamy head and Centennial hops and clean, satisfying, full body. All the beers in this mix pack Biere de Garde yeast. are in 14.9 oz. cans. Availability: June This brew pairs wonderfully with salads if the dressing is not too sweet, shrimp, lobster or any fish. ABV: 4.4% Packages: 12 oz. bottles and draught Availability: May

A Variety of Travelers A Variety of Travelers is a refreshing assortment of three delicious Shandys from The Traveler Beer Co. Curious Traveler, the original American Shandy , Tenacious Traveler, a Harpoon White IPA spicier take on a Shandy, brewed with ginger and clover Harpoon brewer, Ken Hermann took honey and Time Traveler, a Harpoon’s exploration of – and delicious wheat beer brewed adoration for – the IPA style in a new with fresh strawberry for a direction when he brewed a White IPA subtle fruit aroma and flavor. for the 100 Barrel Series. When the Availability: June brewery decided to celebrate 20 years of brewing – and loving – Harpoon IPA, they knew that style had to be part Mike’s Hard Pink Lemonade of the fun. With notes of orange peel and coriander, the soft mouth feel of a Think Pink with Mike’s Hard Belgian wit and the hop additions of Pink Lemonade! Lightly an American IPA, Harpoon White IPA carbonated and packed with combines the best of both worlds. all the punch and sour that’s Formerly available only in the IPA made Mike’s famous, this Adventure mix packs, Harpoon is summer seasonal features proud to offer Harpoon White IPA as a distinctively tart, pink the first of their Limited Release IPAs. ABV: 6.2% lemonade taste – perfect for the Package: 12 oz. bottles only Availability: May summer! The packaging features the iconic pink ribbon as well as the very personal story behind Twisted Tea Tropical Mike’s involvement with Breast Cancer research. A portion of the profits from the sale This seasonal delight includes of Pink Lemonade are donated to the Breast Cancer tropical fruit notes made with Research Foundation each year. Cheers to finding a mango, star fruit, passion fruit cure with Mike’s Hard Pink Lemonade! ABV: 5% and white peach blended with Package: 11.2 oz. bottles only Availability: June a rich base of fresh brewed tea. ABV: 5% Packages: 12 oz. bottles as well as 12 and 24 oz. cans Availability: Now!

www.amoskeagbeverages.com HeadyTimes v.4 7 Available Year-Roun d PERFECT FOR THE SEASON Verdi Magners Irish Cider Sparkling Italian Summer Fun Since its introduction to the U.S. in 2000, Magners Verdi and Sparkletini by Verdi offer 100% natural, Original Irish cider, crafted using the juice of 17 delightfully sparkling, summertime, or anytime, different apple varieties, has become the #1 selling refreshment. ABV: 5% Packages: 8 and 24 oz. bottles imported cider in many major markets. Magners Pear is Availability: Year-round made using 100% premium pears which are filtered to get rid of any impurities before fermenting slowly. This is what makes every bottle so fresh, fruity and full of flavor. Quality, tradition and refreshment are served in every bottle of Magners Irish Cider and both Original and Pear are 100% naturally gluten free. Perfect in the summer months, enjoy these refreshing Irish ciders over ice. ABV: 4.5% Packages: Original is available in 11.2 oz. bottles, 16.9 oz. cans and draught. Pear is available in 11.2 oz. bottles only. Availability: Year-round

Corona Light At only 99 calories and a low 4.5% ABV, Corona Light is the perfect summer refresher. Created with the purest water, the finest malt and the best hops, the #1 imported light beer in the U.S. offers the same smooth and refreshing taste as Corona Extra, but with less calories. A great addition to any summer picnic, Corona Light is a perfect match for sweet or vinegary barbeque. ABV: 4.5% Packages: 12 oz. bottles, cans and draught Availability: Year-round

CoronaRita CoronaRitas are driving innovation and increasing sales and profits! By combining the most popular cocktail with the #1 selling import beer – you get a winning refresher! How it works: Take a 7 oz. Corona bottle (Coronita) and flip it upside down into the securely fastened Corona Clip. A subtle, yet distinct Corona flavor slowly seeps into the margarita while the cocktail is being consumed. Sit back and enjoy the delicious combination this summer!

8 HeadyTimes v.4 www.amoskeagbeverages.com Programs Molson Canadian Red Bull Back to Basics Pure Possibilities No other beer is more passionate about the land and all of the great things it provides than Molson Canadian. Molson seeks to inspire drinkers to take advantage of the land and all of its possibilities, especially amidst the fleeting – but ideal – summer conditions. For a summer vacation, which would you choose … a weekend anywhere in North America or a month-long vacation within 200 miles of your home? With 45 different “Pure Possibilities” on back labels of Molson Canadian, each representing a duo of traditional and not-so-traditional summer adventures, Molson Canadian will not only encourage drinkers to maximize the summer season, but will also prompt a lively debate around which of the possibilities presented will be the winner. What’s more, an interactive digital overlay allows consumers to vote online, with the opportunity to see and comment on how other drinkers would choose to spend their summers. These unique labels will be featured prominently on secondary packaging (12 and 24pk bottles) and on summer-themed POS, providing both on and off-premise retailers the opportunity to attract new drinkers and drive repeat purchase, as consumers try to find – and weigh in on – all 45 Molson Canadian “Pure Possibilities.”

Corona Summer Live It. Share It. Win It. This summer, Corona and Corona Light will inspire consumers to get out and enjoy summer to the fullest - whenever, wherever and however. Drinkers will be encouraged to live a summer with no regrets with the tools they need to celebrate the season and share their experiences. Consumers can enter to win hundreds of weekly prizes or a grand prize experience via codes in specially marked packages of Corona and Corona Light. They are also encouraged to share photos of themselves with Corona/Corona Light for a chance to win prizes and possibly be featured in a Corona advertisement!

www.amoskeagbeverages.com HeadyTimes v.4 9 Programs

Win a Trip to Pick With Mike American Vintage Hard Tea has American classic vintage picked the perfect partner to help items. Each “like” gets one them jump start the brand! Mike sweepstakes entry and each Wolf, star and creator of the History image post gets 10. The Channel’s hit show, American sweepstakes will be promoted on Pickers, reaches millions of viewers Mike Wolfe’s Twitter and Facebook as he picks through American’s page as well as POS materials for forgotten stuff to discover treasure. American Vintage Hard Tea both in This summer, 10 lucky winners will the on and off-premise. Contest win a once-in-a-lifetime chance to go submissions will be accepted “picking” with Mike in Atlanta. from April 1st through June 15th. Consumers will visit and “like” Have your customers show some American Vintage Hard Tea on American Vintage! Facebook and post images of cool Upload your picture and enter via www.PickWithMike.com

Coors Light The Night’s Most Refreshing Beer

Coors Light’s newest and freshest campaign, “The Night’s Most Refreshing Beer? Throughout the Night’s Most Refreshing Beer” promotion celebrates the Northeast, this campaign will hit local media and transition from day to nighttime drinking occasions. Just programming including out of home, radio, TV, digital, as key beer drinkers transition easily from work to play, POS, local sweeps and primary packaging in the on- Coors Light is there with them, and ready for high premise. While the campaign has launched just in time energy and social networking. for summer, it includes year-round trade activation ideas to make the program more flexible at retail. The creative platform for the program reinforces the Coors Light brand equity cues via a nod to the Rockies, From first round to last call, with Coors Light, the while representing the energy that is so often associated Night’s Most Refreshing Beer campaign will have you with the Northeast’s most beautiful cities at night. saying, “Carpe PM!” all summer long. Stay tuned for phase two of this exciting promotion! Where will consumers engage with Coors Light, the

10 HeadyTimes v.4 www.amoskeagbeverages.com Programs

Win a Trip to Brasil with Modelo Especial This summer, consumers will have an opportunity to win a trip to Brasil in 2014 to discover soccer on the world’s greatest stage! Modelo Especial will become the global ambassador for fútbol, helping new fans discover the game and join the tribe of passionate fans all over the world! In-pack codes inside cases of Modelo Especial can be entered at foxsoccer.com /modelounido for a chance to win. Two national grand prize winners, each with a guest, will jet off to Rio for the ultimate soccer experience. Accommodations include a five night hotel stay, round trip airfare and tickets to a World Cup game. Enter in-pack codes at FOXSOCCER.COM/MODELOUNIDO

Harpoon Celebrates 20 Years of Harpoon IPA Twenty years ago in Boston, Harpoon Harpoon IPA has since become the celebration throughout the year, IPA was brewed for the first time. brewery’s best selling beer and it Harpoon will release limited edition Harpoon Brewery co-founders Rich remains the brewery’s flagship. 6pks of two new IPAs, Harpoon Doyle and Dan Kenary were unsure White IPA and Harpoon Black IPA. Harpoon celebrated the beer’s 20th how local drinkers would take to this The White IPA, a blend of a Belgian Anniversary by sharing the brewery’s medium-bodied, hoppy, bitter, copper- wit and American hops, will be IPA story, and by inviting Harpoon colored ale, so they introduced it as a released in May, while the Black IPA IPA fans to share their own stories in summer seasonal. It became an will be released later this fall. Cheers the “Tell Us Your IPA Story” contest on instant favorite and in 1994 Harpoon to 20 years of Harpoon IPA! Facebook. And to continue the IPA IPA became a year-round offering.

www.amoskeagbeverages.com HeadyTimes v.4 11 Retail EDGE Hire the Best Applicants for Your Business Finding good people to work for you is not always easy. In addition to possessing the skills to do the job, a potential hire must also fit the culture of your organization and have the appropriate background experience when needed. Resist the temptation to hire the first person to apply. It is up to you to find good workers and place them in positions that will help your business thrive.

Here are some general guidelines to follow… Define the job. What do you want out of this position? What sort of background is needed to do the job? Clarify the type of person you want as well as the ones you don’t. Identify duties and tasks. Prioritize the characteristics and experience of the person you would like to hire, but set realistic expectations. Develop a clear job description. List responsibilities and range of tasks, whether full or part time, hours the employee will work and Evaluate the candidates. says, “Know your business well enough to match the expectations of requirements in terms of work Screen resumes or applications your hires.” experience, education, technical skills against the prioritized qualifications or certifications. Do not over-define and criteria you have established. Know Who You Are Hiring. the job as you want the position to be You may want to weed out Why would any employer hire fairly flexible if unforeseen tasks arise. candidates who have had many someone without doing a complete Elaborate on the positives of your short-term jobs, no indication of background check? Not doing so can company and make sure the position increased responsibility or long cost employers thousands of dollars in sounds exciting or interesting. You periods of time between jobs with no time spent interviewing, training and may also want to list a salary range explanation. in order to weed out inappropriate providing benefits. Yet, many don’t. candidates. Get the most out of the interview. For about $30 per applicant and less than ten minutes of time, employers Make candidates feel comfortable. Get the word out. can have peace of mind knowing that The best questions to ask are those the new employee is a good Post the position both internally and that are behavior-based. For investment. Moran says, “The cost to externally when appropriate and let example, “What problems have you do a background check is a lot less your current employees know you will encountered in previous jobs or with than the cost of a bad hire.” Take be posting outside. Hiring from within prior employers and how have you advantage of the many pre- can help keep the talent you have by handled them?” This kind of employment screening services letting your people know there is questioning helps you see into past available online. InfoCheckUSA.com possibility of promotion. Utilize online behavior and predict future is a national provider of background resources like careerbuilder.com and performance. Ask open-ended checks and screening, while criminal monster.com. There is a cost questions and let them talk. Getting a background checks can be performed associated with these sites, but it will feel for the interviewee’s personality for less than $20 on sentrylink.com. allow for more choices. Post the allows you to get a sense of whether Reference checks are also beneficial, position on your website and use or not they will fit in with the culture however many companies are wary social media to get the word out. of your business. Joel Moran, Director of disclosing information on past Those who frequent your site or of Human Resources for Amoskeag employees for fear of a lawsuit. Your follow you on Facebook/Twitter are Beverages feels it’s important to be best bet is to ask questions like, “Is most likely interested in the industry. certain that applicants are looking for the candidate eligible for re-hire?” the kind of job you are offering. He

12 HeadyTimes v.4 www.amoskeagbeverages.com The Beer GUY When The Weather Heats Up, There’s Just One Thing To Do… Break Out The Wheat Beer By acclaimed beer writer Steve Hawk

Wheat. It’s not the most widely used malt ingredient in beer, but it definitely makes a popular brew, especially for the summer. Adding wheat gives beer a particularly refreshing, light and crisp flavor, which makes it perfect when the weather is warm. Wheat beers originated in Germany and Belgium, where wheat was most abundant. Some believe this is one of the oldest styles of beer, as it is thought that farmers may have stumbled upon it accidently by allowing their harvested grain to ferment. There are many different kinds of wheat beers, from pale Belgian wits to dark dunkleweizens, and cloudy unfiltered hefewiezens to clear kristalweizens. They also vary in strength of alcohol and flavor. Here are just a couple styles of wheat beer you may want to promote during the summer months.

“Wheat beer is clearly a good choice for the summer.”

Hefeweizen Belgian Wit Originating in Southern Germany, An unfiltered Belgian-style ale, this is an easy style of beer to love, Belgian wits are also brewed with a as it is low in alcohol and fruity in high percentage of wheat. They are flavor. Half or more of the malt in this always spiced with coriander and recipe is wheat, and when combined orange peel and traditionally they are with the special blend of Bavarian high in carbonation and low in yeast, flavors of banana and clove alcohol content. These brews are very are naturally produced. Hefeweizens refreshing and drinkable, with have just a slight hop bitterness and a prominent citrusy and spicy cloudy appearance, as these are undertones. The term “Wit,” also unfiltered beers with yeast particles, referred to as “White,” refers to the still in suspension. In fact, the prefix cloudiness of the style due to the “hefe” means “with yeast”. If you suspension of the yeast. want to sample a terrific local brew, Excellent examples of Belgian-style try a Sebago Hefeweizen. wits are the highly-popular Allagash White and Blue Moon Belgian White, which are both available all year long. You can’t go wrong with either one! Wheat beer is clearly a good choice for the summer. Whether it’s for a picnic, tailgate party or any other outdoor activity, the versatile style is sure to keep you – and your customers – cool.

www.amoskeagbeverages.com HeadyTimes v.4 13 510 Hall Street Bow, NH 03304-3105

Celebrate the 90th Anniversary of Laconia Motorcycle Week June 8-16, 2013

HE ORIGINAL RIDING RALLY, LACONIA Motorcycle Week, is back again for their 90th T Anniversary! The Laconia motorcycle rally, one of the premier rallies in the world, will have every attraction you can imagine. One of the best things about this major rally in New Hampshire is that it attracts the best custom bike builders and their creations. Events and attractions will be everywhere, but the place to be at night is Weirs Beach. Other attractions at the rally will include the Laconia Bike Show, Ride-In Bike Show, ultimate fighting matches, a motorcycle parade, a motorcycle auction, the Northeast Regional Trike-In, tattoo contests, motorcycle stunts, poker runs, guided rides and live music. Attractions at the bars will include music, Twisted Tea, Coors Light and Miller Lite promotions, biker contests, stunt riders, a bikini bike wash, tattoo contests and more. Local dealerships will be hosting events like the Miss Heritage Harley Davidson Contest as well as other biker contests, bikini contests and several different attractions for the bikers.