Winter 2017 | V.92 ORIGLIO BEVERAGE

GUINNESS SALES ARE BACK IN BLACK

Delivering Excellence Seasonals The Beer Guy New Products Programs BILL BROCK OF STRAUB BREWERY | WINTER SELECTIONS | BEER TRENDS FOR 2017 Letter toTHE TRADE Welcome to 2017 The Year of Premium Beer Brands In This Each December, the team at Origlio sets aside time to work with suppliers to develop programs to support our brands in the ISSUE upcoming year. During our planning sessions for 2017, a few of us got around to discussing a question that most people in Delivering the the beer business have on their minds. How much more can Taste of Excellence ���������������1 the craft beer category grow? While the growth of the category has slowed (nothing grows Cover Story �������������������������2 by double digits forever), its appeal does remain strong. Consumers enjoy buying beer from local breweries, like Sly Fox and Delco’s 2SP. They continue Brewer Highlight �����������������4 to appreciate the great variety of styles and flavors available. The on-going IPA craze is a perfect example. Fueled by the great success of Lagunitas, Dogfish Beer Baron �������������������������5 Head, Oskar Blues and Stone just to name a few, interest in all iterations of the style swept through America and brought many new consumers into the category. The Lucky Dog Saloon & Grille �������������������6 Certainly constant experimentation has sustained the craft category and its many new breweries. But have we reached the point where consumers have tired of pursuing the “new-new” thing? New Products ���������������������7 Boston Beer’s CFO Martin Roper thinks the answer to that question is “yes.” ���������� “We believe it [the beer business] will return to a brand-based business rather Seasonal Selections 10 than a variety-seeking business,” he said on a recent conference call with Wall Street analysts. Available Year-Round ������� There are thousands of brands, but only premium brands are driving sales. Perfect for the Season 19 We know this is true because while overall beer sales are flat, premium and high-end sales are up by 6.3%. Best of all, dollars spent on premium beer Programs ������������������������� 20 are up 8.5%. The high-end is where the action is. By the way, industry professionals say that a premium brand is anything that The Beer Guy ������������������� 25 sells for at least $25 per case. Premium brands command a high price point because consumers will spend more money on them because of their perceived Web ordering is now available to quality and authenticity. Premium imports – Corona, Modelo, Heineken and all Origlio Beverage customers. Dos Equis for example, are also growing. That’s why our Heady Times cover To place your beer order online, story takes a deep dive into all of the innovations going on at Guinness’s nano- contact your Origlio sales rep today! brewery in Ireland. Talk about quality and brand authenticity! Have your profits mirrored premium beer’s .8 5% growth? If not, it’s time to get To receive weekly emails on the premium brand bandwagon. It’s easy and it will also simplify your life of upcoming releases from because you really don’t have to carry every product under the sun. Just offer Origlio Beverage, please send your customers a well-curated selection of category-leading, proven winners. your email address and the Now that’s a New Year’s resolution guaranteed to succeed. Ask your Origlio name of your account to sales representative to point you in the right direction. [email protected] or text ORIGLIOBLAST to 22828.

Sincerely,

Dominic Origlio ® President

Heady Times is published five times a year, courtesy of Origlio Beverage. DeliveringTHE TASTE OF EXCELLENCE Find Out More About Origlio’s Employees William (Billy the “C”) Castelberg Director of Execution Off-Premise How long have you been with Origlio Beverage? 29 years. What has been your favorite thing about your job? As I prepare to retire this December, I guess my favorite thing has been being a part of Origlio’s growth and success since we acquired Coors in 1988. The people are really special too. And I appreciate having the confidence and support of Dominic and the Origlio family. What does it take to be a top-notch sales manager? No matter what the title is, to be a good, dedicated beer guy, you need a patient and supportive family who understands that the phone is going to ring during dinner or that some nights you’re going to get home late. My wife Barb has been a great “Beer Wife”. And my kids Ashley and Billy couldn’t have been better.

Justin Cantz Delivery Service Representative How long have you been with Origlio Beverage? 10 years. What area do you service? Center City. How do you provide the best service to customers? I try to arrive at accounts in a timely manner, and my goal is to assure our customers that the job is done thoroughly, and to their satisfaction. What do you like to do when you’re not working? I enjoy spending time with friends and family.

www.origlio.com HeadyTimes v.92 1 CoverSTORY Guinness Sales are Back in Black Tom Day, President of Diageo Beer Company USA, attributes growth to consumers’ quest for great, innovative beers. Throw in authenticity and 257 years of brewing history and you have a platform for success.

Established brands – even those with a pristine pedigree like Guinness, have had a tough row to hoe in the wake of the American craft beer phenomenon. But consumers are once again taking cues from well-known, premium brands known for the quality of their flavorful beers. The numbers show that Guinness’s strategy of innovation, supported by TV and digital marketing, is resonating with beer drinkers. Heady Times caught up with Tom Day who explains why this venerable brand is now more relevant than ever before. om Day has been at the helm of Diageo Beer Company USA – formerly known as Diageo-Guinness USA, for just a year and a half. T But in these past 18 months, his company’s portfolio, and most notably Guinness Stout, has posted some impressive wins. Guinness sales trends, as tracked by Nielsen sales analytics, are outpacing overall category growth in both volume and dollar sales. And Guinness’s performance has helped Diageo Beer Company USA gain share for 23 out of the last 27 periods in Nielsen. “That Guinness is in growth is a sign that our beers, our brands and our storytelling are “Guinness as a well-known, quality brand provides something of a resonating with beer drinkers. In cornerstone for the category – a point of reference that folks can the past, some consumers may depend on and hopefully return to frequently and with confidence.” have been hesitant to order a – Tom Day, President of Diageo Beer Company USA Guinness. Many of them are The exceptional brewers at the Open Gate now trying it and we hear very Brewery are making beers that complement positive feedback,” Day said. their iconic stout and these offerings have With the spotlight on craft and created more excitement and interest new beers, Diageo is attracting in Guinness Stout. With so many taste a new cadre of drinkers who profiles, there is a Guinness for everyone are on the hunt for interesting that can be enjoyed at any time of the year. products. By introducing beers Day commented, “I am pleased that our perfected at their experimental brewers are experimenting with lighter and brewery called the Open Gate darker beers to interpret what Guinness can Brewery – located in Dublin at be. But I am also delighted that they are St. James’s Gate, the company finding ways to stay true to Guinness.” has generated a great deal of buzz with its release of Guinness Nitro Great beer is certainly in Guinness’s IPA, Antwerpen Stout and Guinness Rye Pale Ale. (Another new beer, DNA, but the message has to reach the Guinness Blonde American Lager, has also been well-received, but it isn’t consumer at retail. To get the word out, made in Dublin.) This endeavor to release new beers and some from the Day and company created the Guinness brewery’s archives is called The Brewers’ Project. Consumers can sample Beer Study. Taught by Diageo on-premise two of the new beers, Dublin Porter and West Indies Porter, in The specialists, it’s an hour-long Guinness and Brewers’ Collection variety pack. beer training program for bar staff that Before St. Patrick’s Day, the Open Gate Brewery will release a new covers beer and brewing knowledge, the seasonal, Guinness Irish Wheat. It’s a full-bodied beer made with history of Guinness, how to store and serve Irish wheat, perfectly balanced with notes of citrus zest and subtle Guinness for best results and a full tutored clove. This beer is unique because it is made with Guinness’s tasting of their beers. “We’ve executed it in proprietary top fermenting yeast which amplifies the beer’s distinctive hundreds of accounts nationwide and we’re hefeweizen characteristics. getting incredible feedback.”

2 HeadyTimes v.92 www.origlio.com CoverSTORY

To wrap things up, we asked Day to share An Irish tradition dating back to the 19th his thoughts about what’s in store for century, Guinness is made with unmalted Diageo Beer Company. “For me, there’s roasted barley, which gives the beer a dryness something magical when everything and slight acid edge not found in most lines up: great communications, great American stouts. advertising, fantastic new beers, eye- catching POS and a world of information about our beers for people to discover. I am very optimistic about our future. Consumers continue to trade up, and the high-end is winning. We are a premium business and our entire portfolio sits in the high-end. I’d say that’s a great place to be.”

Innovation gave the brewery a chance to reconnect with its past. While developing Nitro IPA, the company stumbled upon the “legend” of Michael Ash, the person who invented nitro beer for Guinness back in the 1950s. “We took the opportunity to tell his story which reinforces our brewing heritage with consumers.”

A great option for those who like lager, the ingredients in Guinness Blonde American Lager come together to tell the story of Irish beer in America.

Guinness brewer Peter Simpson

The Guinness brewers built their reputation on dark, flavorful beer back in the 1800s. They invite you to explore this variety of porters and stouts including: Guinness Draught, Dublin Porter, West Indies Porter and Foreign Extra Stout.

Open Gate brewers

Exterior, The Open Gate Brewery at St. James’s Gate, Dublin

www.origlio.com HeadyTimes v.92 3 BrewerHIGHLIGHT Fifth Generation CEO Bill Brock Keeps the Beer Flowing Through the Straub Brewery’s Eternal Tap OMEWHERE IN CALIFORNIA THERE’S A BREWERY NAMED LEGACY. But Straub is the very definition of a legacy brewery. Located in Sthe heart of the Pennsylvania Wilds (That’s up north in Allegheny County), the brewery has been owned and operated by the Straub Family since 1877 in the little town of St. Marys, PA. The company represents the very essence of Pennsylvania’s German-American beer making tradition, which regards brewing as a lifestyle, not just a business. As Bill Brock explained, “If you are a Straub, making beer is like baking your daily bread. And isn’t bread the staff of life?” Brock, his official title is CEO, is the fifth generation of his family to make beer in the same building as his great-great-grandfather Peter Straub. He recognizes that he is the steward of a legacy that goes beyond the mere preservation of old recipes. He is careful to preserve the brewing “know-how” that was verbally communicated from one generation to the next generation’s apprentices. As he explained, “Although we have modernized, we don’t change just for the sake of change.” Brock has succeeded in his mission. You really can taste history in every sip of Straub beer. Ten things you should know about Brock and the Straub Family Brewery: 1. Straub’s history is the story of lager in America. German immigrants Straub CEO Bill Brock is “holding the keys” until the next had to learn how to make it without the malts available to them back generation takes the helm. home in Europe. That’s why some lagers contain adjuncts like corn. Before the 1870s Americans drank ales because that’s what they 8. Straub beer is made with pristine drank in England. mountain spring water; it’s never been 2. The brewery’s flagship is Straub American Lager. It’s handcrafted with treated, nor has it been used before. 100% natural ingredients – no sugars, no salts, no preservatives – “St. Marys sits on the Continental Divide. using essentially the same recipe (and the same brewing process) Rain water trickles into the Laurel Run perfected by Peter Straub 140 years ago. The beer won a gold medal Reservoir. It’s the cleanest water in at this year’s US Open Beer Championship. the country.” 3. Straub Kölsch won a bronze at the same competition. 9. Straub Beer Run is a 1,400 acre preserve that has been minimally 4. Beer was always available to family members working at the brewery. developed. While open to the public, The Eternal Tap is an extension of that tradition. Visitors and brewery it’s where the extended Straub Family personnel may enjoy two servings of Straub American Lager on the gathers to reconnect. The fly fishing is house – as long as they wash their glass. terrific. Brock and Brewmaster Vince 5. Straub is the only brewery in American that still accepts returnable Assetta often jump into their waders longneck bottles, which is why the Pennsylvania Resources Council and angle in a stream together. The awarded Straub with its 2016 “Leadership in Reusable Packaging” family was given the land when a logging award. The 16 oz. returnable bottle is known to Straub fans as company turned it over to the brewery in the “Pounder.” lieu of payment for its beer bill. 6. The beer really is handcrafted because the brewery isn’t uber- 10. “Straub is a family business and I’m mechanized. The system is gravity fed and much of the work is still just holding the keys until the sixth done manually. “By the time a consumer gets one of our beers, it’s generation takes over. We don’t want been ‘touched’ by five or six employees. And we are going to keep it to be a million-barrel brewery so my that way because people need jobs.” mission is very clear: make great beer and take care of our employees. I like 7. Brock has updated the brewery’s equipment particularly for quality that. I can sleep at night.” control. While many breweries tout their German-made systems, Straub’s equipment is 100% American made.

4 HeadyTimes v.92 www.origlio.com Off-PremiseSPOTLIGHT Beer Baron AST YEAR, AFTER SPENDING NEARLY 40 YEARS WORKING FOR Acme Markets, Ed Bond decided to take the plunge and become L his own boss. He purchased Beer Baron, which at the time was a straightforward off-premise distributor focused on domestics and imports. During that year, Beer Baron has undergone quite a transition and Bond has come into his own as the head of this Northeast Philly staple. HT: It’s been a full year since you took over at Beer Baron. What’s the year been like for you? EB: Learning a new business has been pretty exciting. I don’t have a boss putting demands on me, but you have the demands of the whole business on your shoulders. Bills need to be paid and all that. It’s retail, so I still get to have interaction with customers. That’s the thing I like the most. I just love it – helping people and talking with people. You see the Ed Bond, owner of Beer Baron same faces come in. HT: What was Beer Baron like before you came on board and how has it changed? EB: The previous owner had it for eight years. The store itself has been here nearly 40 years. A lot of the regular customers tell me about the days when it was a drive-through. The previous owner did a great job. He focused on the meat and potatoes with the domestics and imports, not much on craft. We came in, repainted and built a new, bigger cold box, which we already grew out of this past year. We also brought some craft beers in. Now people are getting to know us for that. HT: Has the bigger selection helped to grow your business? EB: Our customer base is growing a lot. The word on our craft section is reaching people. But where we’re seeing the most growth is with our female shoppers. We haven’t done a formal poll, but we feel we’ve about tripled how many women customers we have. We see female shoppers buying things like Smirnoff Ice, but we have plenty who come in for beer, craft beer. They’re in here for their IPAs. I have a customer who comes in all the time and she knows more than I do! They buy across a broad section. A little bit of everything. HT: How do you decide which crafts to bring in and how do you promote new beers? order 50 pounds of raw peanuts at a time EB: We listen to what the customers are asking for, and it helps that and we’re ordering them about every other our sales people bring in [beers] they’re excited about. We also study- week. It’s fun. It’s what retail is all about… up online. To promote the beers, we hold samplings every Friday. We making the customers happy. started a program this summer called Baronesses. We have a few young women, who are studying marketing, come in and discuss a particular beer or cider they’ve read up on. People can count on it being here. It’s proved to be a great way to get people to try new things. HT: What else do you feel sets Beer Baron apart from other distributors? EB: One fun thing we’ve started doing is roasting our own peanuts on site. If a customer buys two cases of beer, they receive a bag of freshly roasted peanuts on the house. And they make the store smell great! We have them ready at dinner time and we have a pretty good following. We

Phillybeerbaron.com • 3290 Red Lion Rd., Philadelphia, PA • 215-824-3773 www.origlio.com HeadyTimes v.92 5 On-PremiseSPOTLIGHT The Lucky Dog Saloon & Grille OU WON’T FIND TWO MORE DOWN-TO-EARTH PEOPLE THAN STEVE and Barrie Marino. If you met them on the street, you’d never guess Y that this husband and wife team own The Lucky Dog Saloon & Grille, and have for 15 years. Located in the heart of Conshohocken, the success of this thriving business is the result of their hard work, passion and dedication. The original Lucky Dog opened in 2001 in Lafayette Hill. Steve and Barrie moved their cozy haunt to Conshy in 2015. HT: Why the move? SM: We wanted a location that was large enough to house a banquet room. And we are so glad we did. The beautiful 2nd floor banquet space holds 85 people and offers a menu only limited to our guests’ imaginations. In the near future, we hope to hold beer and wine dinners Steve Marino, co-owner of The Lucky Dog Saloon & Grille in the space. The room includes its own private bar, which is actually the one from our original location in Lafayette Hill. It was cut in half, moved and reassembled. I’m so happy we were able to keep a piece of the place where it all began. HT: Speaking of the beginning, how did you come up with the name Lucky Dog? SM: We threw around a bunch of names and nothing was sticking. One night, while hanging out with my college buddies, I told them about our plans to open a bar and restaurant. The response I got was, ‘you lucky dog!’ That stuck. HT: How would you explain the décor and ambience of Lucky Dog? BM: I would call it lighthearted, fun and comfortable. We want our guests to feel at home here. Most of what we have hanging up around the bar HT: Let’s talk about your beer list… it’s are actually gifts from our customers. They feel connected to this place. not too shabby either. And I insist on having Christmas lights strung above the bar all year long. SM: Thanks. We offer 21 beers on tap and When I was young, my father drove us around during the holidays to look about 40 bottle selections. The only cans we at all of the houses decorated in lights. It’s such a happy memory, and carry are for Taco Tecate Tuesdays when we that’s how we want our guests to feel when they’re here. Our dining room offer two dollar tacos and Tecate cans. IPAs is decorated with framed photos of pets who belong to us and people sell really well, so I always keep two or three we love. We had the faces of these cats and dogs put on the bodices of on tap, and Lagunitas has a permanent people in famous portraits, like the Mona Lisa. They make people laugh. handle. We also keep three domestics and a HT: Steve, you do a lot of the cooking here. How would you describe couple seasonals on at all times. As for the the menu? rest, I look to customers and our employees for suggestions. SM: I describe our menu as upscale American cuisine – it’s comfort food with a twist. And everything is made from scratch. The Samson Burger, HT: What would you say sets you apart named after our Bernese mountain dog, is my favorite menu item. It’s a from other bars and restaurants in burger topped with Andouille sausage, onion rings and smoked Gouda. the area? It’s delicious. The best part of my job is seeing the look of happiness on a SM: We offer a fresh take on comfort food guest’s face after they’ve tried something I made. And Barrie’s desserts are classics and an ever-rotating lineup of great out of this world! Her deconstructed sticky buns, made with brioche, gooey draught beer. It seems to be a winning cinnamon sauce and cream cheese icing, are as good as they sound. combination. BM: We want to offer our guests really good food at reasonable prices. BM: I think what makes us different is our You won’t find anything foo-foo on the menu and there are no white relationship with our customers. We genuinely tablecloths here. We want this to be a place people come back to over love the people who come here, and we want and over again, not just for special occasions. to establish long term relationships. I always tell our staff, there’s no reason not to be the friendliest place in town.

Theluckydogsaloon.com • 16 East 1st Ave., Conshohocken, PA • 610-941-4652

6 HeadyTimes v.92 www.origlio.com NewPRODUCTS Redd’s Blueberry Ale Sierra Nevada Sidecar Back by popular demand, Redd’s Blueberry Orange Pale Ale is clear and crisp with mild carbonation and Adding tangy orange to the classic style a light mouth feel, accompanied by ripe they pioneered didn’t come naturally. Sierra blueberry tones that are further enhanced Nevada brewers argued over the perfect by true-to-fruit tartness and sweetness. blend of bold hops and orange peel to create Redd’s Blueberry will be replacing Strawberry. the best flavor and crisp, citrus bite. The ABV: 5% Packages: 12 oz. bottles and 16 oz. cans Availability: Year‑round, result is a hop-forward beer that can stand beginning in February alongside Pale Ale as a craft beer classic. This hoppy pale ale is brewed with Cascade, Eukanot Redd’s Raspberry Ale and Mandarina hops with a hint of orange peel from additions in both the brew kettle and the fermenter Redd’s Raspberry features a juicy raspberry that tweak the hop profile and add a zesty pop of bright flavor that is refreshing and crisp. It starts with orange flavor. ABV: 5.3% Packages: 12 oz. bottles and a surge of berry flavor with slight tartness and draught Availability: Year‑round, beginning in January finishes with Redd’s signature crisp apple. Redd’s Raspberry will be replacing Green Sierra Nevada Tropical Torpedo Apple. ABV: 5% Packages: 12 oz. bottles and 16 oz. cans Availability: Year‑round, beginning Sierra Nevada brewers used the legendary Hop in March Torpedo to infuse fruit-forward hop flavor with lush orange blossom and passion fruit aromas to paint the perfect picture of island life. This tropical Henry’s Hard Sparkling twist on Torpedo IPA is sure to awaken your senses and reward your palate with bright, juicy Henry’s is launching a low-calorie, low- flavor. ABV: 6.7% Packages: 12 oz. bottles carb, less-filling, lighter-flavored beverage – and draught Availability: Year‑round, beginning Henry’s Hard Sparkling in two unique flavors: in January Lemon Lime and Passionfruit. Passionfruit is completely unique to the hard sparkling segment and lemon lime is the third-largest nonalcoholic Stone Tangerine Express IPA sparkling water flavor, following lemon and lime, respectively. ABV: 4.2% Package: 12 oz. bottles This tropical IPA will transport you to a hop- only Availability: Year‑round, beginning in March induced, dreamlike state. After whirling together a blend of Citra, Centennial, Sterling, Azacca Henry’s Grape Hard Soda and Mosaic hops, fresh fruit purées of tangerine and pineapple are added. The ratio of real fruit Henry’s Hard Grape Soda features a refreshing and hops can be best described as tangerine balance of grape aromatics and subtle citrus hop juice accented by a slice of pineapple. taste. It finishes with a perfect balance of sweet ABV: TBD Packages: 22 oz. bottles and and tart. ABV: 4.2% Package: 12 oz. bottles only draught Availability: Year‑round, beginning Availability: Year‑round, beginning in February in January

Yuengling Traditional Lager Stone Ripper Heritage Cans Stone Brewing’s new “San Diego Pale Ale” is hop-driven from two key hops: To celebrate the history of America’s Oldest Brewery, citrus and pine from the wonderful and Yuengling has released new Lager Heritage Cans that will classic American Cascade paired perfectly replace the old Lager cans. The maroon-colored with the bright fruit and dankness of background highlights America’s Oldest Brewery’s Australian Galaxy. With moderate bitterness brick façade that dates back to 1829. and just enough malt backbone to elevate The new 12, 16 and the hops, this pale ale is super refreshing. 24 oz. cans will streamline ABV: 5.7% Packages: 12 oz. cans and draught the look of all Yuengling Availability: Year‑round, beginning in January Lager cans, making them more identifiable at retail. Availability: Now, year‑round

www.origlio.com HeadyTimes v.92 7 NewPRODUCTS Samuel Adams Twisted Tea Party Pack Remix Rebel Juiced IPA Bottles The Twisted Tea Party Pack Already available in draught, Rebel Juiced IPA of cans has a new addition! will soon be available in 12 oz. bottles as well! Twisted Tea Peach will join Swirling with ripe aromas of mango and tropical Original, Half & Half and fruits, this IPA is jam-packed with juicy, citrusy Raspberry in this variety hops and mango juice. It’s as if fresh hops and pack. Availability: Year‑round, mangos were put in a juicer. You’re left with beginning in January the refreshing taste of the tropics in every sip. ABV: 6.2% Availability: Year‑round, beginning in January Coney Island Hard Lemon Lime Twist Like the cool ocean mist on a bright Angry Orchard Easy Apple and hazy summer day, Coney Easy Apple is a less sweet, refreshing and Island Hard Lemon Lime Twist easy-to-drink hard cider. It is unfiltered with an citrus ale is a swirling current of apple-forward taste, slightly hazy appearance lemon, lime and vanilla. Sip at your and a refreshingly dry finish. It never weighs own risk; refreshment may you down, making it the perfect drink choice be extreme. ABV: 5.4% for those long, relaxing days. ABV: 4.2% Package: 12 oz. bottles only Packages: 12 oz. bottles, 12 oz. cans and Availability: Year‑round, draught Availability: Year‑round, beginning beginning in late December in February

Two New Smirnoff Ice Truly Spiked & Sparkling Spiked Flavors Lemon & Yuzu Smirnoff Ice is expanding their Spiked lineup for 2017! Joining Smirnoff Ice Spiked Original, Spiked Screwdriver The newest addition to the Truly Spiked and Spiked Hurricane Punch, Spiked Grape and Spiked & Sparkling lineup is Lemon & Yuzu – Green Apple will widen the brand’s appeal amongst a traditional favorite with a twist. There consumers for their on-the-move occasions, wherever is nothing more refreshing than the their night takes them. These refreshingly tasty flavors hint of fresh squeezed lemon. The juicy are perfectly carbonated with 8% alcohol in a 23.5 oz. tartness in Truly Spiked & Sparkling is can for an evening on the go. complemented by the more fragrant and tart Yuzu fruit. Yuzu is a Japanese Smirnoff Ice Spiked Grape citrus fruit which adds a bright, citrusy character with notes of lemon, grapefruit and mandarin A burst of grape flavor releases a wildly orange. ABV: 5% Package: 12 oz. bottles only ripe taste into the world of malt beverages. Availability: Year‑round, beginning in February ABV: 8% Package: 23.5 oz. cans only Availability: Year‑round, beginning in March Truly Spiked & Sparkling Colima Lime Slim Cans Smirnoff Ice Spiked Green Apple In addition to 12 oz. bottles, Truly Colima Lime will soon be available in 12 oz. slim Pucker up with this crisp, green apple flavor can 12 packs as well. Truly Spiked & for a perfect balance of sweet and tart. Sparkling Colima Lime is slightly tart with ABV: 8% Package: 23.5 oz. cans a crisp, but subtle sweetness. ABV: 5% only Availability: Year‑round, Availability: Year‑round, beginning in March beginning in March

8 HeadyTimes v.92 www.origlio.com NewPRODUCTS Allagash Hoppy Table Beer Firestone Walker While Hoppy Table Beer was inspired Union Jack 16 oz. Cans by the Belgian tradition of low-ABV, Already available in 12 oz. bottles, 12 oz. easily drinkable beers, it still occupies cans and draught, FW Union Jack will soon a hop-forward spot all its own. Brewed be available in 16 oz. cans as well! Union with Allagash’s 2-row malt blend, Jack rings all of the bells of an aggressively- Maris Otter malt and oats, the beer hopped West Coast IPA, but with an is then spiced with a subtle addition astonishing balance that stands out from of coriander and fermented with the the crowd. The name Union Jack is a nod brewery’s house yeast for classic, to the colonial origins of the IPA style, and to the British Belgian citrus aromas. Hoppy Table Beer is hopped expatriate who co­-founded the Firestone Walker brewery. with Chinook, Cascade, Comet and Azacca hops, then This originator of their “Jack” IPA family is double dry- dry hopped with more Comet and Azacca. A mildly hopped to create bold grapefruit, tangerine and citrus hoppy aroma, full of grapefruit, springs from this straw- flavors, all contrasted by pale malt sweetness to rein colored, light-bodied ale. Flavors of pine and stone in the intensity. The result is a tribute to – and a twist fruit balance the beer’s clean, slightly bitter finish. on – the IPA style that put the West Coast on the craft ABV: 4.9% Packages: 12 oz. bottles and draught beer map. ABV: 7% Availability: Year‑round, beginning Availability: Year‑round, beginning in mid-January in February

Dogfish Head Flesh & Blood IPA Firestone Walker First released last summer and fall in limited Leo v. Ursus Fortem quantities, DFH Flesh & Blood IPA will soon be Leo v. Ursus is a chronology of beers available year‑round! This honest to goodness born of inspirations and re-imaginings, IPA is brewed with a bevy of real citrus influences and innovations, and ultimately including orange peel, lemon flesh and blood Firestone Walker’s own idiosyncratic orange juice. The resinous notes of Warrior, upbringing – essentially every touch Centennial and Citra hops perfectly balance point of their brewing intelligence the explosive, zesty fruitiness and subtle, dry acquired over two decades. FW has tartness of the citrus. ABV: 7.5% Packages: 12 oz. long been restless to embark on a cans and draught Availability: Year‑round, beginning in project such as this, but it could not mid-January be rushed. The recent opening of their Propagator pilot brewhouse in Venice, California was 2SP Bellcracker Cans the final necessary spark. It is there that they can delve into high experimentation, taking creative ideas Previously available in draught only, 2SP formed at their main brewery and subjecting them to Bellcracker is now available in 12 oz. cans the vital rigors of trial and error. The first in the series 6/4 and 2/12 packs! This ideally-balanced is Fortem, an unfiltered, New England-style double double IPA is made with Citra and Amarillo IPA. ABV: 8.2% Packages: 16 oz. cans and draught hops. The bright, tropical fruit and citrus Availability: Fortem will be available in March flavors make for a dangerously easy-drinking beer. Not to mention that this beer does not Samuel Smith’s Organic Perry have molasses heaviness that riddles a lot of doubles, making it great option to have a few of... and well, have This USDA Certified Organic your bell cracked. ABV: 8.7% Packages: 12 oz. cans sparkling pear cider offers a clear, and draught Availability: Now, year‑round light golden color, the appealing aroma of a summer pear orchard and the crisp, rich flavor of ripe Great Lakes Turntable Pils pears. Serve Samuel Smith’s Organic Perry with aromatic Previously a summer seasonal, Turntable Pils will cheeses, arugula or Waldorf salad, be available year‑round, beginning in March! or sweet potatoes; it’s especially The A-side? Earthy, fresh hop aromas. The nice with recipes featuring pancetta B-side? A smooth, balanced malt groove. or prosciutto, or with ginger- ABV: 5.3% Packages: 12 oz. bottles and draught accented dishes. ABV: 5% Packages: 12 and 18.7 oz. Availability: Year‑round, beginning in March bottles Availability: Year‑round, beginning in January

www.origlio.com HeadyTimes v.92 9 NewPRODUCTS SeasonalSELECTIONS Green Flash GFB When Demand Exceeds Supply Sometimes, you just want a great f***ing Many of our craft seasonal and specialty releases are beer. And that’s what GFB is. This blonde available in limited or extremely limited quantities. ale is light, refreshing and crushable. It Breweries only produce a certain amount of their has an approachable flavor with hints of specialty beers and Origlio does all they can to get as honey and orange peel complemented by a much product as possible. In addition, this publication mellow malt character. At 4.8%, it is expertly is compiled months prior to the decision made by the crafted to enhance any occasion. ABV: 4.8% brewery to allocate their products to the wholesaler. Package: Draught only to start, more Variations in production for some of these limited packages to follow Availability: Year‑round, release offerings will fluctuate, resulting in lower beginning in January quantities than anticipated. If you are interested in something you see in this Alpine Windows Up IPA publication and it is out of stock when you place your order, please contact your Origlio Sales Representative Windows Up is made with Mosaic and Citra hops. to discuss a similar option. It pours a hazy straw color and is topped with Origlio also sends out an email blast weekly to inform bright white beer foam. Piney aromas mingle customers of seasonal offerings that are widely available with fruity notes, while hints of citrus fruit and to you, immediately. an overall lingering resinous quality lend a touch of complexity. ABV: 7.1% Packages: 12 oz. If you are interested in receiving the weekly email blast, bottles and draught Availability: Year‑round, please send your email address to [email protected]. beginning in January

Cape May Redd’s Demisemiseptcentennial Ale Limited Pick Peach th For Villanova’s 175 year, Ryan Krill (class Just in time for spring and summer, the newest of’ ’05), Chris Henke (class of ’05), and member of the Redd’s family brings a just-ripe Bob Krill of Cape May Brewing Co. have flavor with Redd’s Limited Pick Peach. With created Demisemiseptcentennial Ale: a a signature peach sweetness and a hint of pale ale brewed with German pilsner malt, tartness, this pick makes everything peachy. the brewery’s house ale yeast for a clean ABV: 5% Packages: 12 oz. bottles and 16 oz. and easy-drinking quality, and a hefty dose cans Availability: March of Centennial hops in the whirlpool for a floral and citrusy hop aroma. This brew is a veritable Redd’s Professor of Suds, unifying all Wildcats with its Wicked Strawberry Kiwi drinkability, brewed with the care that only Villanovans can provide, and leaves an echo ringing from Bartley The perfect flavor for the transition into to Tolentine. ABV: 4.5% Package: Draught only spring and summer, Wicked Strawberry Kiwi Availability: Year‑round, beginning in January gives consumers the strawberry flavor they look forward to but also adds an intriguing kiwi taste. ABV: 8% Packages: 10, 16 and Shipyard 24 oz. cans Availability: March Bourbon Barrel Aged Smashed Blueberry 2017 Bourbon Barrel Aged Smashed Blueberry is a hybrid scotch ale/porter base with blueberry, aged in bourbon barrels. ABV: NA Packages: 25 oz. bottles and draught Availability: Year‑round, beginning in January in limited quantities

10 HeadyTimes v.92 www.origlio.com SeasonalSELECTIONS Samuel Adams Hopscape Angry Orchard Tapped Maple This deep gold, medium-bodied wheat ale is Angry Orchard’s newest seasonal cider, Tapped the perfect stepping stone from winter’s bitter Maple, offers a big, bright apple taste with a touch bite to a warmer spring. Its citrusy, dank of real maple syrup tapped from Vermont maples resin and grapefruit rind aromas lead into a trees. ABV: 5% Package: 12 oz. bottles only balanced flavor of bright citrus and piney hop Availability: January character paired with notes of crisp, lightly sweet malt. Hopscape finishes with a smooth Angry Orchard and slightly lingering bitterness. ABV: 5.5% Winter Orchard Sampler Packages: 12 oz. bottles, 12 oz. cans and draught (also available in the Brewnited Variety Pack) The Winter Orchard sampler Availability: January includes: Angry Orchard Crisp Apple, Green Samuel Adams Fresh as Helles Apple, Stone Dry, new Easy Apple, new Tapped This crisp and refreshing beer is a light amber, Maple and Spiced Apple. medium-bodied helles lager with a honey malt Availability: January aroma and hints of orange citrus and orange blossom notes. Brewed with Mandarina hops and orange blossom petals, Fresh as Helles provides a Aloha Traveler lively, citrus flavor. The soft citrus notes of orange blossom add a bright accent to the slightly sweet Aloha Traveler is an American craft honey malt notes, leading to a round, smooth wheat ale made with real pineapple for a finish. ABV: 5.4% Packages: 12 oz. bottles, refreshingly vibrant drinking experience. 12 oz. cans and draught (also available in the Aloha Traveler welcomes you to taste the Brewnited Variety Pack) Availability: March tropics. ABV: 4.4% Packages: 12 oz. bottles and draught Samuel Adams Cold Snap Availability: January Samuel Adams’ “seasonal overlay” is a crisp, refreshing, Belgian-style white ale brewed with exotic fruits and spices. ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: January Mike’s Samuel Adams Hard Watermelon Lemonade Brewnited Variety Pack Hard Watermelon Lemonade is made with freshly The new, Brewnited variety picked watermelons, providing an amazing taste. includes: Samuel Adams Boston Dark pink in color with a ripe melon aroma, Lager, a perfectly balanced and Hard Watermelon is an amazingly refreshing complex lager that is rich with blend of ripe, juicy watermelon and tart character; new Hopscape, a deep lemonade. ABV: 5% Package: 12 oz. bottles gold, medium-bodied wheat ale; only Availability: March new Fresh as Helles, a crisp and refreshing, medium-bodied helles Mike’s Harder Purple Grape lager with a honey malt aroma and hints of orange citrus and orange blossom notes; Purple in color, typical of your favorite new Ella Blanc IPL, Australian Ella hops add notes grape soda, Mike’s Harder Purple Grape of orange peel, pine and tropical fruit, while German has a beautiful grape aroma with no off Hallertau Blanc create hints of floral, grassy and herbal notes from the malt base. It’s mildly tart basil in this brew that has the hoppiness of an IPA and very crisp with a simplistic taste that and the crispness of a lager; Noble Pils, a traditional doesn’t have any hidden flavor notes – Bohemian pilsner with a deep golden color and citrusy it’s simply carbonated grape juice with a hop aroma and Samuel Adams Irish Red, a medium- kick. ABV: 8% Package: 16 oz. cans only bodied, hearty brew, full of rich malty character, inspired Availability: January by the red ales of Ireland. Availability: January

www.origlio.com HeadyTimes v.92 11 SeasonalSELECTIONS Harpoon Fresh Tracks UFO Jet Pack Hop-forward without being bitter, this single Launch into the New Year hop pale ale showcases the piney, citrusy with the new UFO Jet Pack! character of Centennial hops. Bright The 12-pack of 12 oz. and golden, light and drinkable, the cans includes: new UFO subtle malt flavor lets the hops shine. Twist, UFO White, UFO Hibernation be damned – get outside Hefeweizen and UFO and make some fresh tracks! ABV: 6.2% R.A.Z. Your flavor adventure Packages: 12 oz. bottles, 12 oz. cans awaits! Availability: January and draught Availability: January

Harpoon Spring Cider Sierra Nevada Ah, spring! There’s something so Beer Camp Golden IPA invigorating about the season. The daylight lasts a little longer, blades of grass begin At Beer Camp, no beer style is off limits, so to peek out from the ground, and the fresh Sierra Nevada jumped at the idea of doing a scent of flowers in bloom abounds. Brewed Golden IPA using wheat malt for a light, dry with sweet orange peel and coriander, this body and bold American & experimental hops white cider is Harpoon’s ode to the flavors for intense citrus flavor. Enjoy this year’s Beer of spring. Light golden in color with a hint of Camp encore. ABV: 6.5% Packages: 12 oz. citrus from the orange peel, spice from the coriander bottles and draught Availability: January and a dry finish – it’s a refreshing take on their craft cider. ABV: 4.8% Packages: 12 oz. bottles Sierra Nevada and draught Availability: January 4-Way IPA Variety Pack For more than 30 years, Sierra Nevada has been Harpoon The Craic pushing the boundaries of hop-forward beers. This 2/12 Th­is hybrid ale combines two classic pack collection of IPAs is styles – IPA and Irish red ale – to create their gift to you. 2017’s a unique and flavorful beer. Th­e malt 4-Way IPA Variety Pack combination commonly used in Irish red features the new Sierra ales brings a toasted, malty flavor that Nevada Black IPA; the balances the citrusy and fruity character of refreshing German-style the hops. ABV: 6.9% Packages: 12 oz. bottles IPA; Peach IPA, a fruit- and draught Availability: January forward IPA brewed with peaches and the classic Harpoon Torpedo Extra IPA. Opener Mix Pack Availability: January Harpoon’s fresh new spring Sierra Nevada variety pack includes: new Fresh Bigfoot Barleywine Style Ale Tracks, new The Craic, Sweet Spot and IPA. It’s the perfect Bigfoot is a beast of a beer, brimming with bold, mix to start the New Year! bittersweet malt flavor and heaps of whole-cone Availability: January Pacific Northwest hops. First introduced in 1983, Bigfoot is a cult classic, prized by beer collectors. Drink it fresh or cellar it in a cool, dark place to taste as the flavors develop over UFO Twist time. ABV: 9.6% Packages: 12 oz. bottles Natural blood orange and bergamot flavor and draught Availability: January is added to this hefeweizen to give UFO’s newest spring seasonal a bit of citrusy zip and zest. ABV: 4.8% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: January

12 HeadyTimes v.92 www.origlio.com SeasonalSELECTIONS Dogfish Head Olde School Great Lakes Bold, yet smooth, this big barleywine pays tribute Chillwave Double IPA to traditional means of brewing. Unfiltered Earthy, tropical Mosaic hops ride frontside and using ingredients like figs and dates as here, followed by a deft cutback of sweet part of the fermentables, Olde School has a honey malt. ABV: 9% Packages: 12 oz. completely unique flavor. The concept for this bottles and draught Availability: February beer came from a one-of-a-kind, damn near ancient, cellarman’s manual that Sam Calagione Great Lakes came across on the interweb some time back. Boasting about 15% ABV in the bottle, this beer Conway’s Irish Ale makes for a great candidate to cellar for years This Irish ale is arrestingly smooth and full- to come. Over time, the beer matures in character to a bodied with a rap sheet of toasty biscuit slightly drier, yet round beer, whereby the pit fruit flavors and caramel malt flavors. ABV: 6.5% come forward and hopping recedes to a more subtle Packages: 12 oz. bottles and draught contribution. ABV: 15% Packages: 12 oz. bottles Availability: March and draught Availability: Limited quantities in January Great Lakes Dogfish Head Grandes Lagos Beer to Drink Music To ’17 Mexican Lager A liquid soundtrack for welcoming warmer Colorful hibiscus flowers bloom against a weather, this blonde ale is a music-inspired picturesque malt backdrop in this refreshing tropical mash up brewed with kiwi juice and cerveza from south of the border (of Canada, hibiscus petals. ABV: 6.8% Packages: 12 oz. that is). ABV: 5.4% Packages: 12 oz. bottles bottles and draught Availability: February and draught Availability: March Great Lakes Sly Fox Odyssey Imperial IPA Fridge Filler Variety Pack In the cold, dark throes of winter, one beer emerges as The Great Lakes Fridge Filler returns this spring with a beacon of bright, hoppy light. Odyssey Imperial IPA some exciting new beers! This year’s 2/12 variety is a big, bold beer that can stand up pack includes: Holy Moses White Ale, orange peel, to winter’s chill. Each year, the Sly Fox coriander and chamomile stake their claim in this brewers choose a new and exciting blend unfiltered wit;new Lightkeeper Blonde Ale, aglow with of hops for this seasonal treat. IPA lovers crisp hop aromas, an incandescent golden hue and a are sure to enjoy this year’s brew that smooth, navigable malt finish;new Oats MacDonald is bursting with brilliant hop flavors and Pale Ale, with creamy oats here and citrus notes there, aroma. ABV 8.4% Packages: 12 oz. this smooth golden pale ale recalls the grain silos and cans and draught Availability: January rolling acres that line Midwestern highways and byways and new Hop By Numbers IPA, aromatic tropical fruit Sly Fox accents and strokes of pine bitterness blend to highlight Seamus’ Red Ale a bright amber palette. Availability: March Leapin’ leprechauns! Sly Fox’s take on the Irish red ale will be back on draught just in time for your St. Patrick’s Day celebrations. Brewed with British crystal and pale malts and a beautiful blend of Centennial and East Kent Golding hops, this ale is nicely balanced and perfectly sessionable. ABV: 4.9% Package: Draught only Availability: March

www.origlio.com HeadyTimes v.92 13 SeasonalSELECTIONS Weyerbacher Insanity Lagunitas Insanity is Weyerbacher’s Blithering Idiot Undercover Shut-Down Ale barleywine aged in oak barrels. The This malty, rich beer with a barrel aging imparts an additional level snappy hop finish truly defies of complexity to an already intense style… Imperial mild? Über-ESB? malt profile by adding a combination We do know that it is unforgiven of vanilla, oak and whiskey notes. and unrepentant. ABV: 9.3% ABV: 11.1% Packages: 12 oz. bottles Packages: 12 oz. bottles and and draught Availability: January draught Availability: January Weyerbacher Lagunitas Sunday Morning Stout Cappuccino Stout This American Imperial stout is aged in Brewed with boatloads of roasted coffee bourbon barrels. The aromas of roasted in each bottle for that extra krunk... coffee and bourbon awaken your senses, this mondo coffee stout will leave you while their flavors blend with hints of wondering whether you’re coming or going. chocolate, roasted malt, vanilla and ABV: 9.2% Packages: 22 oz. caramel. ABV: 12.7% Packages: 12 oz. bottles and draught bottles and draught Availability: February Availability: January Weyerbacher Cinnsanity Weyerbacher has taken Insanity and aged it in whiskey barrels with cinnamon. The result? Lagunitas Doppel Weizen It’s Cinnsanity! The addition This special brew was designed with the help of brings a complementary Lagunitas’ Freistaat Bayern brothers who also built the note of cinnamon to the brewhouse in which they brewed it. It’s a new twist on already present notes of Graphics for Cinnsanity were not an old tradition! ABV: 8.5% Packages: 22 oz. bottles bourbon, cherry and vanilla. available at the time of print and draught Availability: March This smooth brew is warming and balanced with a subtle sweetness and hint of spiciness thanks to the addition of cinnamon. ABV: 12.7% Packages: 12 oz. bottles and draught Availability: March

Graphics for Doppel Weizen were not available at the time of print Sixpoint Hi-Res To see the hop cone up close, Sixpoint zoomed Lagunitas in microscopic and found a hi-res view. The Born Again Yesterday hop optic was magnified, their perception fully The Lagunitas brewers are part-time amplified. Crack open Hi-Res and face the limits alchemists who discovered how to keep wet of your senses. It’s Mad Science. ABV: 10.5% hops wet all year long! This Born Again pale Packages: 12 oz. slim cans and draught ale features a delicious concoction of those Availability: January deliciously wet hops. ABV: 6.8% Packages/ Sixpoint Cream Availability: Draught available in March, 12 oz. bottles to follow in April You started with cream in your coffee, now have coffee in your cream ale. Pour up a bright blonde coffee ale and end your day the way you started it… with a delicious craft brew. It’s Mad Science. ABV: 7.2% Packages: 12 oz. slim cans and draught Availability: February

14 HeadyTimes v.92 www.origlio.com SeasonalSELECTIONS Stone Enjoy By 02.14.17 Stone Megawheat Double IPA Chocolate & Coffee IPA For the first beer in Stone’s hardcore series of Instead of opting for a more clichéd 2017 collaborations, they teamed up with two romantic gesture, Stone turned their highly credited breweries: Odell from Colorado attention to making this sought-after and Marble from New Mexico. These two heavy double IPA even more seductive to hitters, both well-versed in the IPA genre, the palate. On top of their standard contributed to this hazy wheat IPA. Screaming bouquet of a dozen hops, they piled on the chocolate with a high level of “M” hops, the flavor impact and coffee to make a beautiful entwinement of IPA from the Motueka, Mosaic and Mandarina goodness and vice-satisfying richness. Like the other Bavaria is remarkable... achieving impressive IPAs in this series, this version is brewed specifically notes of orange, tangerine, citrus, lemon, lime NOT to last. So love this devastatingly bittersweet IPA and spice without the use of fruit. ABV: TBD now before the hops start to fizzle out after Valentine’s Packages: 22 oz. bottles and draught Day. ABV: 9.4% Packages: 12 oz. bottles and draught Availability: January Availability: Limited quantities in January Stone Give Me IPA or Stone Pataskala Red X IPA Give Me Death Pronounced Pa-TASK-ala, this massively With the opening of their brewery in Richmond, dry-hopped, Red X IPA is as unique as it VA, Stone gathers with fellow craft breweries sounds. The use of a specialty German Hardywood Park Craft Brewery, Ardent Craft Ales malt (called Red X) gives this beer a fuller and “His Excellency,” Virginia Governor McAuliffe, flavor and crimson hue. It also imparts for the revolutionary cause of independent biscuit and toffee notes, which round out craft beer. Consider this aggressively-hopped the vibrant citrus and stone fruit flavors Imperial IPA, jam-packed with Virginia raspberries derived from the dry-hop addition of and blackberries, a testament to Stone’s Mosaic, Amarillo and Cascade. That all being said… passion and unwillingness to settle or sell out! there’s no need for speculation as to why this popular ABV: TBD Packages: 22 oz. bottles and draught beer is back again. ABV: 7.3% Packages: 12 oz. Availability: February bottles and draught Availability: February Firestone Walker Luponic Stone Jindia Pale Ale Distortion Revolution No. 005 This gin-like elixir harkens back to earlier From the mind of Brewmaster Matt Brynildson, times when these traditional botanicals Firestone Walker’s Luponic Distortion is were used in brewing and distilling. The an ever-evolving mix of experimental hops, selection of juniper, lemon and lime designed to deliver mind-blowing flavors peel elevates this double IPA’s citrusy that break the rules with each new release. flavor by imparting fragrant, earthy The unique revolution number on the label dryness. Furthermore, Stone spiced up tells you which release you have in hand. the traditional ingredient list with fresh Crack fresh and enjoy the show. ABV: 5.9% ginger to create their own unique concoction and bring Packages: 12 oz. bottles, 12 oz. cans and the flavor profile into the modern-day epitome of the draught Availability: February gin spirit. ABV: TBD Packages: 12 oz. bottles and draught Availability: February Abita Mardi Gras Bock Stone Enjoy By 04.20.17 IPA Mardi Gras Bock is brewed with pale, pilsner & This intense double IPA is brewed with more caramel malts and German Perle hops. Similar than 10 different hops. Hop-bursting and to a German maibock with its rich malt flavor dry-hopping techniques are employed to and full body, Mardi Gras Bock brings the fun of amp up the peach & tropical fruit notes and carnival season to you, wherever you are. overall hop factor. Brewed specifically NOT to ABV: 6.5% Packages: 12 oz. bottles last, this devastatingly dank, golden beauty and draught Availability: January should be enjoyed by 4/20/2017. ABV: 9.4% Packages: 12 and 22 oz. bottles and draught Availability: March

www.origlio.com HeadyTimes v.92 15 SeasonalSELECTIONS Heavy Seas Siren Noire The Lost Abbey Serpent’s Stout Siren Noire isn’t your father’s chocolate stout. A massive Imperial stout, Serpent’s Stout is one of Almost three pounds of Belgian cocoa nibs are the biggest beers the brewery makes. Visions of a used per barrel and it’s aged for five weeks in perfect cup of Arabica coffee poured by your favorite bourbon barrels with vanilla beans added. A mix Barista will awaken as you take in the aromas of dark of dark malts gives Siren Noire a well-rounded cocoa and freshly brewed coffee. Beginning with body that is decidedly chocolaty – but without a caramel-like sweetness, the beer evolves into being extraordinarily sweet. Brewers Gold hops a full-bodied, roasted-oak finish. A percentage of contribute an earthy spiciness, with notes of this beer is fermented in bourbon barrels, adding black currant. ABV: 9.5% Packages: 22 oz. to the richness of the flavor profile. Serpent’s bottles and draught Availability: Limited Stout creates a perfect balance of bitter and quantities in January sweet with just a touch of alcohol to help keep you warm during the winter months. ABV: 11% Heavy Seas Partner Ships Packages: 750 ml cork-finished bottles and with Union Craft Brewing draught Availability: Limited quantities in January Olde Ale The Lost Abbey Deliverance Ale The Partner Ships are bold and unique beers Back from spending two years on hiatus, Deliverance brewed at Heavy Seas Beer in Baltimore, MD. is a blend of bourbon barrel-aged Serpent’s Stout Born of friendship, creativity and a boundless and brandy barrel-aged Angel’s Share. An aroma sense of adventure, the Partner Ships celebrate that begins with raisins and molasses, ends with the spirit of American craft beer today. Hints of hints of caramel and a dash of cocoa. Deliverance nuts, cocoa, molasses and dried fruits oat over offers notes of fig and a semi-sweet edge with a a chewy, luscious body of English malt goodness bakers chocolate bitterness on the finish. This is a in this beer. Inspired by the rich, warming fortuitous beer to accompany you on your journey brews of a bygone era, the addition of Domino to heaven or hell, should you be delivered. brown sugar and neighborly camaraderie helped ABV: 12.5% Packages: 375 ml cork-finished to produce a true comfort ale that should kindle its bottles and draught Availability: Very limited own Baltimore nostalgia. ABV: 8.5% Packages: 22 oz. quantities in late January bottles and draught Availability: Limited quantities in February The Lost Abbey Carnevale Ale Heavy Seas The Alpha Effect Carnevale is a saison-style beer, made with the With a lightning strike of exotic hops, The Alpha same yeast as Red Barn Ale, brewed to be light Effect is a hazy and dank IPA thundering with a in body, but still complex. Carnevale’s flavor is juicy hop aroma and flavor. With a hefty 7% ABV, generated from Brettanomyces along with Amarillo The Alpha Effect has enough malt to balance the and Simcoe hops, increasing in flavor and depth ridiculous amount of hops used to create this over time. This is a perfect beer to cellar and category 5 monster. Hazy, but never muddy, this witness how the yeast transforms the complexity is an expertly brewed IPA. Take cover, The Alpha and layers of taste over time. ABV: 6.5% Effect is in effect! ABV: 7% Packages: 12 oz. Packages: 750 ml cork-finished bottles and bottles and draught Availability: March draught Availability: Limited quantities in February

The Hop Concept The Hop Concept Galaxy & Comet IPA Dank & Sticky IPA Galaxy hops help bring a distinct mango A take on the classic West Coast-style IPA, Dank & character with just a hint of peach to Sticky is bursting with Mosaic, Chinook, Columbus the beer, while Comet hops add grassy and Simcoe hops. Beginning with aromas of citrus notes and some citrus zest. ABV: 8% and dank, resinous pine, the flavor opens up huge Packages: 22 oz. bottles and draught notes of stone fruit and dank resin, giving way to a Availability: March juicy malt backbone and a drying hop bitterness on the finish. ABV: 8.5% Packages: 22 oz. bottles and draught Availability: January

16 HeadyTimes v.92 www.origlio.com SeasonalSELECTIONS Unibroue Sommelier Selection Dock Street Unibroue’s variety pack is available year‑round with No Exit Double IPA one rotating beer selection swapped out four times a No Exit has an intense, dry, fruity, year. This winter, the Sommelier Selection will include: earthy, dank and citrus flavor. Blanche de Chambly, a Belgian-style white ale with It’s like getting punched in the wheat and subtle spices blanketed in citrus flavors;La mouth with hops. ABV: 8.5% Fin du Monde, a triple-style golden ale that is mildly Package: Draught only yeasty with a complex palate of malt, fruit and spice Availability: Now! notes; Maudite, a strong amber-red ale characterized by a robust maltiness and spiciness, counterbalanced Dock Street by an assertive crisp hop finish;Don de Dieu, a triple wheat ale with a smooth, complex flavor that is slightly Sexy Beast Chocolate Stout fruity, malty, nutty and yeasty; Trois Pistoles, an Abbey- A burly stout, strongly influenced by the creative and style dark, strong ale that is slightly sweet, enhanced artistic nature of Belgian brewing, this velvety ale is by accents of roasted malt, cocoa, ripe fruit & dark silky smooth from the addition of 22 spices and new for the season, A Tout Le Monde, pounds of Belgian chocolate (100% brewed in collaboration with Megadeth’s Dave Mustaine cocoa, no sugar). It is brewed with and Unibroue Brewmaster European malts, Sterling & East Jerry Vietz, this refreshing Kent Golding hops and fermented and artisanal Belgian-style with a Belgian Abbey yeast strain. dry-hopped saison was ABV: 7% Package: Draught only created as a tribute to all Availability: January the lovers of hard rock music and Belgian-style ales. Shiner Cold Brew Coffee Ale Availability: January To celebrate their 108th Birthday, Shiner called another Texas original – Austin’s own Chameleon Cold-Brew – and asked if they’d join them for a drink. This limited edition Saranac S’more Porter collaboration combines Shiner’s dark-roasted Inspired by the campfire treat, this porter specialty malt and hops with Chameleon’s combines the best of both worlds: S’mores consciously-sourced coffee beans (and plenty and beer. With the flavors of chocolate, of their beloved cold-brew coffee). This brew marshmallow and graham cracker, S’more has a unique, malty aroma and a bold, yet Porter is brewed with a blend of caramel exceptionally smooth, finish. But it won’t biscuit, brown & roasted malts and aged be around for long, so pour yourself a with chocolate and vanilla. It’s so good, fresh cup while it lasts! ABV: 5% you’ll be begging for S’more! ABV: 6.2% Package: 12 oz. bottles only Packages: 12 oz. bottles and draught Availability: January Availability: January

Saranac Irish Roots Variety Pack New for 2017, the Saranac Irish Roots Variety Pack, part of their 12 Beers Series, includes: Saranac Irish Coronado North Island IPA Lager, Irish Red Ale, Irish Stout and Pale Ale This New England-style IPA is bursting with ripe, (blend with Irish Stout to tropical juiciness. A hefty dose of Columbus, create a Black and Tan). Centennial, Citra and Mosaic hops produce Availability: January bright notes of mango, orange and melon. British ale yeast accentuates the hop fruitiness and gives this unfiltered beer a dense, foggy haze like the coastal marine layer swallowing the north side of Coronado Island. ABV: 7.5% Packages: 12 oz. bottles and draught Availability: January

www.origlio.com HeadyTimes v.92 17 SeasonalSELECTIONS Green Flash Palate Wrecker Shipyard Red IPA Hop-forward and aggressive, weighing in at six pounds This American red IPA features of hops per barrel, Palate Wrecker Imperial IPA stands toasted malt characters with up to the hoppiest heavyweight in the ring. A complex a well-balanced hop profile. double-brewing process of mashing, sparging and It has a warm, inviting ruby- hop layering techniques, used during a hop crisis, red hue and finishes dry define this champion. An abundance of Centennial, and smooth. ABV: 5.9% Columbus and Simcoe hops challenge and stun hop Packages: 12 oz. bottles and heads with an aggressive hop-forward attack. Your draught Availability: January palate will recover, but you will remember that last round forever. ABV: 9.5% Packages: 12 oz. bottles Shipyard Imperial Stout and draught Availability: February A full-bodied, pitch black beer with a complex floral aroma Cape May Devil’s Reach of licorice, espresso and chocolate, this Imperial stout A Belgian beast, this award-winning has a smoky flavor with hints of strong ale is one of Cape May’s top- semi-sweet chocolate and dark selling beers. At 8.6% it’s also one of cherry. It is best enjoyed at 55 their strongest, but you would never degrees Fahrenheit. ABV: 9.5% know it at first sip. Fruity esters and Package: Draught only a super light body make for an easy- Availability: January drinking and refreshing beverage, but be careful: before you know it, Devil’s Reach has swallowed you whole. Shipyard Blood Orange One of their simplest beers – one Shipyard Blood Orange is a crisp and refreshing hop variety is used minimally and Belgian wheat ale with a subtle orange the fermentables come primarily from one grain – its aroma and hints of coriander and citrus character comes from a funky Belgian yeast strain. on the finish. ABV: 5.1% ABV: 8.6% Package: Draught only Availability: January Package: 12 oz. bottles only Availability: March 21st Amendment Sneak Attack 21st Amendment’s late winter seasonal saison is the perfect antidote to the Evil Genius big beers of winter. Sneak Attack is This One Time at Band Camp crisp, dry and palate cleansing. It pairs This One Time at Band Camp is Evil Genius’ perfectly with rich and warming winter Double IPA with a twist – they never use the foods. ABV: 6.2% Package: 12 oz. cans same blend of hops twice! It starts with a only Availability: January classic American DIPA recipe, then they cut back on the bittering hops by adding over 75% of the hops post fermentation. This Oskar Blues Deviant Dale’s IPA method helps retain their juicy, resinous, aromatic qualities, allowing the differences Deviant Dale’s was born at the crossroads, in the hop varieties to really in a juke joint, as if Dale’s Pale Ale sold its stand out. Each time this beer soul to balance Deviant’s foreboding aromas is brewed, it will be dry-hopped of citrus, grapefruit rind and piney resins, with a different blend – sometimes its copper ball-of-fire color and inscrutable with classic American hops, sometimes flavor-intense finish. Deviant is the Devil with rare and expensive New Zealand incarnate with untold amounts of malt and or Australian hops, and sometimes with hedonistic Columbus dry-hopping. ABV: 8% exciting, brand new varieties. ABV: 8.5% Packages: 12 oz. cans and draught Packages: 12 oz. bottles and draught Availability: January Availability: February

18 HeadyTimes v.92 www.origlio.com Available Year-Round PERFECT FOR THE SEASON Verdi Sparkletini Sierra Nevada Stout Verdi Sparkletini is a Big and bold, Sierra Nevada Stout is creamy, delightfully sparkling malty, full-bodied and satisfyingly rich. Caramel Spumante with a and black malts give this stout its deep, dark light, refreshing taste color and pronounced roasted flavor, while – perfect whenever black malts lend a smokiness that demands you want a fun, an equally intense flavor pairing. ABV: 5.8% sophisticated drink. Package: 12 oz. bottles only Serve chilled to enjoy its balanced, clean taste. Available in Young’s Double Chocolate Stout Peach, Raspberry and To create this luxurious brew, chocolate malt Strawberry flavors, and real dark chocolate are combined with Sparkletini is an Young’s award-winning rich, full-flavored dark excellent choice for beer to craft a satisfyingly indulgent, but never making a variety of overly sweet, experience. Pale and crystal malt, flavored brunch Mimosas. ABV: 5% Packages: Peach chocolate malt, a special blend of sugars, – 25 oz. bottles only, Raspberry – 8 oz., 24 oz. and 1.5 Fuggle and Golding hops, real dark chocolate liter bottles, Strawberry – 25 oz. bottles only and chocolate essence are combined to deliver a stout with real credentials. This is Dogfish Head Midas Touch the perfect beer to enjoy on Valentine’s Day. ABV: 5.2% Packages: 11.2 oz. bottles, The first beer in Dogfish Head’s Ancient Ales 14.9 oz. cans and draught series, this sweet, yet dry beer, is made with ingredients found in 2,700-year-old drinking vessels from the tomb of King Midas. Somewhere Cape May IPA on Nitro between beer, wine and mead, Midas Touch This is Cape May’s flagship beer will please the chardonnay and beer drinker with a twist. Served on nitro, alike. With an ABV of 9%, this hybrid will you’ll notice a creamier and fuller keep your insides warm throughout the brutal mouth feel, with the bitterness winter months. Drink it from a white wine seemingly toned down due to the glass and pair it with baked chicken, risotto lack of carbonation. Very much or spiced chèvre cheese by the fire. ABV: 9% the same beer at heart, but with a Packages: 12 oz. bottles and draught refreshing spin, this is a decidedly hoppy and slightly bitter American Guinness Draught IPA. It is loaded with a blend of hops that provide floral and citrus Everyone’s favorite Irish holiday is right notes, focusing on the quintessential West Coast hop around the corner and you can’t celebrate profile. This IPA emphasizes the hop aroma and flavor, St. Patty’s Day without Guinness! Brewed while muting the hop bitterness by back loading the hop since 1759 in Dublin, Ireland, Guinness additions. Dry-hopped with almost a pound per barrel, Draught is an experience for the senses. the hops come bursting through, encapsulating your “First drunk with the eyes,” its ruby- senses. ABV: 6.3% Package: Draught only black color and unique mocha- espresso taste are incomparable. This mildly bitter, dry Irish stout is Sly Fox O’Reilly’s Stout black and beautiful, but light in You don’t have to look only to imports to body with a roasted, chocolaty elegance. satisfy your dry stout cravings. O’Reilly’s Romance this Irish brew by serving it with is everything you love in a dry, Irish-style hearty stew, oysters, corned beef, smoked stout brewed right here in Pennsylvania. salmon, caviar or chocolate. The bitterness Served on nitrogen for a rich, creamy of the roasted barley cuts through, right pour, this balanced stout will keep you to the full flavor of the food. ABV: 4.2% and your customers coming back for more. Packages: 11.2 oz. bottles, 14.9 oz. ABV: 3.6% Package: Draught only cans and draught

www.origlio.com HeadyTimes v.92 19 Programs Coors Light March Hoops From March through mid-April, Coors Light will celebrate the climb during the March college basketball tournament and be there to reward fans through the upsets and wins all tournament long. Coors Light will support the program with TV & digital media, and also offer unique speed-of-service tools for on-premise accounts. ‘Next Call’ table tents will be available with March Hoops inserts. These table tents allows customers to indicate to wait staff that they are ready for another round by pressing a button at the base of the table tent to illuminate a red mountain, signaling they are ready to place an order.

Redd’s Date Night In Guys are looking for an easy, last-minute solution for Valentine’s Day planning. Redd’s is proposing a new beer occasion by creating a program with fun, thematic tools that enable retailers to increase basket ring. Redd’s will give consumers inspiration, ideas and tools to make a date night in, easy and fun this Valentine’s Day. This February, consumers can save $7.00 after a mail-in rebate on the purchase of a bottle of Cupcake Vineyards wine when they purchase two 6-packs or one 12-pack of Redd’s Apple Ale, any variety, bottles or cans. Thematic retail tools will be offered to support the program.

White Claw New Year New You White Claw Hard Seltzer is ready to ride the wave! Beginning in January, White Claw’s “New Year New You” program will give consumers the opportunity to let loose and have fun, all the while keeping their healthy lifestyles top of mind! This campaign will be supported by fitness and active lifestyle-inspired events along with market specific out of home & in-gym advertising and social media, in addition to being a sponsor of the Philadelphia Marathon. This past November, thousands of consumers across the region and beyond sampled White Claw at the Philadelphia Marathon Event Expo. White Claw is available in Natural Lime, Ruby Grapefruit and Black Cherry flavors. It’s made with natural flavors with only 110 calories and 5% ABV.

20 HeadyTimes v.92 www.origlio.com Programs

Heineken They Score, You Score Dos Equis Heineken is delivering exclusive access and experiences like no other beer brand can during the 2017 MLS and All-Purpose-Occasion POS UCL seasons (March through October). They’re going to The Dos Equis All-Purpose-Occasion POS allows keep soccer fans and consumers glued to every game this for in-store and on-premise environments to focus season by giving away a prize for every single goal scored strictly on brand-driven marketing. With a clever with the “They Score, You Score” program. National prizes headline inspired by the Most Interesting Man, include a trip to a UEFA game and gift cards to MLS and consumers will be focused on Dos Equis and the UCL websites to buy soccer gear. With soccer content beer drinking occasion. Contact your Dos Equis posted to Heineken.com/soccer, Heineken is owning the representative today. 2017 soccer season.

Heineken All-Purpose-Occasion POS The Heineken All-Purpose-Occasion POS enables key retailers and sales teams to continue to show brand visibility in-store when one of the larger HUSA programs doesn’t align well with the customer/region. The priority channel for Heineken is grocery which includes a range of elements that will transform any retail space. Be sure to contact your Heineken representative today.

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The thrill of victory, the agony of defeat…

Weekend with Coney Coney Island has teamed Samuel Adams There’s No ‘I’ in Beer up with Fandango There’s nothing quite like being a diehard fan when you have a to bring consumers great crew of friends to share the ride. Whether your team has a Weekend with made it to the playoffs and is marching toward the big game Coney. The text- or enjoying off-season relaxation, Samuel Adams is the better to-win program, beer that’s with your squad through it all. The Sam Adams which will run from “There’s No ‘I’ in Beer” program will run from January 1st January through through April 1st with off-premise displays, on-premise features March, offers fans and activation like basketball bingo as well as a national a chance to win sweepstakes that will award a grand prize winner with an up an HDTV, two Coney close experience at a game of their choice, five first place Island bean bag chairs and 10 Fandango winners with barrel cooler chairs and 5,000 second place video download codes! POS, promotions winners with high quality paddle bottle openers. Consumers and social media will urge consumers to can enter to win using a dedicated website. text “weekend” to 24587 for a chance to win!

Angry Orchard Treehouse Party Sweeps Angry Orchard’s exciting text-to-win sweepstakes will award one grand prize winner and five of their friends an all-expense paid trip to the Orchard, $1000 spending cash and a private party in the treehouse. Five second prize winners will receive a hanging tree chair and 1000 third prize winners will receive Angry Orchard bandanas.

22 HeadyTimes v.92 www.origlio.com Programs Celebrate St. Patrick’s Day with the Guinness Family of Brands Guinness is a staple for St. Patrick’s Day and as always, will lead the St. Patty’s Day Celebration! Guinness is a key sales driver for this Irish holiday, delivering up to 250% more dollar sales. Nearly half of Guinness consumers celebrate this day on-premise and there are 1.5 times greater sales on Fridays vs. Thursdays. This year, St. Pat’s falls on a Friday! On-premise, leading up to and including the big day, Guinness will offer POS, portfolio samplings and festival events with St. Pat’s-themed giveaways available. Guinness will also lead the St. Patrick’s Day celebration off- premise, as the family of brands see a five times higher lift when on feature and display vs. other competitors. Stock up and display the Guinness portfolio with thematic visibility to convert shoppers. Join in the playoff excitement with Yuengling’s Big Again this year, Game Party Pack! Fans can enter for a chance to win Guinness St. Patrick’s a party pack via text from December 26th through Day will be supported February 6th. The package will include an Under Armour by TV, digital, social gym bag, goal post frisbee toss game and an Igloo media, out of home rolling cooler! and print advertising.

Celebrate Chowder Day with Narragansett Lager February 25th is Clam Chowder Day and there’s no better beer to celebrate with than Naragansett Lager, the official beer of the clam. Own Chowder Day with the highest rated heritage American lager because ’Gansett = Seafood!

www.origlio.com HeadyTimes v.92 23 Programs Lindemans Framboise and Samuel Smith’s Organic Chocolate Stout for Valentine’s Day On February 14th your sweetie wants beer, and Samuel Smith’s Organic Oskar Blues Chocolate Stout and Lindemans Go Fish Yourself Framboise raspberry lambic are the perfect choices “For That Occasion.” Once again this year, Oskar Blues Ask your Merchant du Vin sales rep is teaming up with Yeti coolers, for display possibilities beginning the Fishpond, Temple Fork Outfitters first week of February. Cheeky Reels and the Fly Fishing Film Tour to offer fans a-once-in-a- lifetime experience. From February 1st through April 30th, consumers will be directed to oskarblues.com/contest for a chance to win a beer-soaked fly fishing experience! Dale’s Pale Ale Firestone Walker cans, posters, flyers, social media posts, web banners, on-screen slides Milk & Cookies at Fly Fishing Film tour screenings Returns and lobby banners at Fly Fishing Film Firestone Walker Nitro Merlin Milk Tour screenings will all direct fans to Stout paired with Central Coast the site to enter the sweepstakes. local Brown Butter Cookie Co. The grand prize includes a three night will be hosting Milk & Cookies VIP trip for two to Idaho, two days nights again in the first quarter of of guided fly fishing, a VIP brewery 2017 with new supporting point experience, a fly rod, wheel and so of sale and additional Firestone much more! Additional prizes from Walker beers. the sponsors will be awarded.

Orval Day 2017 The Orval Trappist Brewery, located in a Belgian monastery founded almost 1,000 years ago, produces an ale beloved by everyone from consumers to chefs to writers to professional brewers, and it has been influential in the development of other beers made with Brettanomyces. Orval Day celebrates this epic Belgian Trappist ale, gives more consumers a chance to try it, makes for a busy day at participating accounts and benefits the charity, MAP International (a health and relief organization that partners with people living in poverty to save lives and develop healthier families and communities). Last year, about 150 participating accounts sold an extra 12,000 bottles of Orval on this day. Orval Day 2017 will be held on Saturday, March 25th. Once again, Merchant du Vin will donate a portion of the proceeds from Orval sales on that day to MAP International. Participating accounts will be listed on their website: merchantduvin.com/orvalday.php.

24 HeadyTimes v.92 www.origlio.com The BeerGUY 2017: What’s in Store for Beer This Upcoming Year? By Steve Hawk

2016 was think there will be a continuation Lastly, I believe that in the midst an action- “I of the fruit beer trend. Larger craft of all of the noise and clutter, the packed year, breweries, like Sierra Nevada with beer drinker will gravitate towards full of brewery their Torpedo Extra IPA, are beginning simplicity. We live in an age where mergers, the to combine fruit and hops, so I think it is important to distinguish between consistent that fruit IPAs are definitely here to what is real and what is not. In my opening of stay. Beers with lower ABVs are what humble opinion, that will apply to the new breweries people seem to want, so breweries beer industry, and 2017 will be the and the continued dominance of are working to find the right styles to start of separating what is authentic IPAs. Will these trends continue fit that category. Saisons are growing from what is ‘fugazi.’” in 2017? I spoke with brewers overall. People are realizing they — Shane Welch from across the country to get don’t have to be super spicy, so we Founder of Sixpoint Brewery their predictions. Although opinions are seeing more of that style, as well. differed, everyone agreed that some Fruit saisons are also becoming more n short, craft beer drinkers seem to sort of change is underway. Some common, so maybe fruity saison be befuddled with all the choices. predict continued experimentation IPAs will be popular. Put those styles “I What they really want is just a with IPAs and other extreme hoppy together and you’re going to have good, high quality craft beer. styles, while others suggest a some cool things on your hands!” When I offer people Dock Street return and resurgence of easy- — Trevor Hayward Bohemian Pilsner or Dock Street Rye drinking and more simplistic light Co-founder of Evil Genius Beer Co. IPA, they breathe a sigh of relief. Yes, lagers. There were also thoughts consumers seem to be going back to about quality, packaging and overall uite a few people I have spoken the basics… the tried and true!” industry growth. with have been saying that Q — Rosemarie Certo Here’s what several industry “ lagers will soon begin to have a Owner of Dock Street Brewing Co. insiders had to say about beer bigger presence in smaller craft trends in 2017… breweries. Recently, I’ve even seen think that the IPA will continue some of the local IPA/saison brewers to remain king in 2017, but t’s pretty tough to predict, but I starting to give more tank space I “ I do believe we are going to see can tell you what I’d like to have to lagers. 2017 is going to be an I some shifts and growth from other “ happen. I would love to see a interesting year for beer, and we are styles. I particularly believe move away from the importance looking forward to it!” that the pilsner will see some of beer styles altogether. A lot — Andrew “Ruby” Rubenstein development. I witnessed this of people are trying to make beer Head Cellarman at 2SP Brewing Co. first-hand at beer festivals, where that fits into a certain style. I prefer an increasing number of people picking this flavor and that flavor to n regard to industry trends for 2017, requested a non-hoppy style. The make something that I like. I don’t I see several things happening. First, pilsner grew in popularity across the care about styles. I would love to I “ I think canned beers will continue to nation in 2016, and I think that trend see more people using a culinary rise in popularity. Cans are lighter, will continue.” approach to create beer – lagering they better protect the beer against just for a certain mouth feel and then — Jamie Queli oxidation and photo-degradation and adding exotic ingredients. Putting Owner of Forgotten Boardwalk they also travel where bottles cannot. hops in ciders, but only to make the Brewing Co. Secondly, I think quality will continue sweetness more approachable and to be of paramount importance. effervescent. There are a lot of new 2016 saw a surge in product recalls, The takeaway from these people and breweries out there trying mostly due to brewers expanding too comments is that there is no to prove themselves, so I think there quickly and not investing enough in general consensus. Ultimately, are going to be a lot of interesting quality control. That issue, coupled consumer demand will dictate the and different things coming in 2017.” with the surge in new brewery direction the industry will go. So — Tim Matthews startups, will compel beer customers, keep your ears open and it will be Head of Brewing Operations at retailers and wholesalers to be on a great year for all of us. Oskar Blues high alert for any quality issues.

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3000 Meeting House Road Philadelphia, PA 19154

No matter how excited you are for March Madness, if you share the Corona State of Mind, you know that there’s more to life than wins and losses. Corona’s partnership with the V Foundation is both symbolic of this and a concrete demonstration of it, because with every purchase of Corona during this time period (March 1st through April 3rd), Corona Music is a way of life for Shiner; it’s in their DNA. Shiner will donate a portion of the proceeds to cancer research. is now the official beer of Austin City Limits, which is the They’ll be continuing their ESPN partnership and this year’s longest running music TV series dating back to 1974. Shiner 360° campaign will have paid social media support and a has two commercials per episode, which air nationally refreshed POS bundle. The creative features the new Corona every week on PBS. From February through April, Shiner is Light packaging, strong basketball cues and the universally sponsoring an enter-to-win contest (via text or through the recognized cause ribbon that will inspire consumers who love Shiner website) featured on 12 pack cans, which includes the game, to now join the fight. To learn more about the V a trip to a live studio taping of an Austin City Limits Episode Foundation for Cancer Research, visit jimmyv.org. and a custom Shiner-branded Epiphone Guitar.