Winter 2018 | V.22 ORIGLIO BEVERAGE – READING

KEITH VILLA BLUE MOON BREWING CO.

Delivering Excellence Seasonals Rethinking Retail New Products Programs GUINNESS BREAKS NEW GROUND | WINTER SELECTIONS | SHELF TALKERS STOP THE SHOPPER Letter toTHE TRADE Welcome to the World of Beer 2018 In This S YOU KNOW, THE BEST WAY TO DELIGHT YOUR CUSTOMERS and maximize profits in the beer business, is to stay ahead ISSUE Aof the trend curve. Consumers want what they want, when they want it and in the format that suits the occasion. Through our emails, website and Heady Times content, we do our best to keep you Delivering the informed. But nothing cuts through the clutter like a check list. So we peered into Taste of Excellence ���������������1 beer’s “crystal growler” for a list of six trends you should expect to see in 2018. Canning The market is beginning to see a shift from bottles to cans. Cans make beer Cover Story �������������������������2 more portable, they increase freshness and give breweries more space for design and advertising. Check out Ballast Point’s new offerings on page 8 and Guinness Gilroy Sloth cans on page 13. Brewer Highlight �����������������4 IPAs aren’t going away Americans love bold flavors and brewers continue to create IPA styles that D&R Beverage Center ����������5 consumers can’t resist. From fruity IPAs like Stone Tangerine Express, to hop bomb Sixpoint HI-RES and on to hazy, luscious Sam Adams New England IPA, there’s plenty to be discovered. Kutztown Tavern �����������������6 Sessionable beers with great flavor Reflecting the cocktail trend, these beers, like Dogfish Head Namaste White, UFO Apricadabra, Great Lakes Holy Moses and Shiner Strawberry Blonde are New Products ���������������������7 low in alcohol and not too sweet, so you can enjoy several, when drinking time is “in session”. Seasonal Selections ���������� 12 The return of lagers It’s tough to make a great lager, but the best brewers can’t resist a challenge. Try these innovative, best-in-class examples: Samuel Adams American Programs ������������������������� 19 Craft Lagers Variety Pack and Firestone Walker Lager, which is back by popular demand. Rethinking Retail �������������� 25 A rosé by any other name Loved by men and women alike, the U.S. is now the world’s second biggest market for rosé. Angry Orchard Rosé Hard Cider, made with hibiscus and rare, red-fleshed apples from France, has a floral aroma balanced by refreshing, light tannins found in the best semi-dry wines. More rosé-inspired beverages like Crispin Rosé are no doubt in the offing. Innovation Leave it to Boston Beer founder Jim Koch to create a totally new beer style. Sam ’76 is the first beer to be made with both ale and lager yeast. Beer writer Lew Bryson says the liquid “drinks smooth and slippery like a cellar- aged lager, but with the round body of an ale.” Of course, this edition of Heady Times features many more products that are trending. But, I know what you’re thinking… how am I going to inform my customers about all these new products? Your friends at Origlio have you covered. Turn to Rethinking Retail on page 25 for an explanation of our website’s latest feature, shelf talkers. Free, full-color and filled with information, they will sell beer (and more of it) the way wine is sold. Now that’s a trend I’d love to see in 2018. ® As ever, thanks for making Origlio your partner in the beer business. Sincerely,

Heady Times is published five times a year, courtesy of Origlio Beverage. Dominic Origlio President DeliveringTHE TASTE OF EXCELLENCE Find Out More About Origlio – Reading’s Employees Bill Long Delivery Service Representative How long have you been with Origlio Beverage – Reading? I started part-time in 2005 and became full time in 2007. What areas do you service? All four counties. I also train new drivers and help employees that are studying for their Class A driver’s license. How do you provide the best service to your customers? I just use common sense. I get to know them so I can find a delivery schedule that works for them. What do you like to do when you’re not working? I’m always running my kids around. They’re involved in a lot of activities after school so we are always busy with them. LeeAnn Thompson Yuengling & Craft District Manager, Berks County How long have you been with the company? Just over 10 years What other positions have you held in the company? I started as a sales rep for Lancaster Beverage and have now been the Yuengling and Craft District Manager for Berks County for over four years. What has been the best thing about your job? The people I get to meet and interact with. This job has allowed me to build relationships on a business and personal level that I’ll never forget. What does it take to make sure your department runs smoothly on a day-to-day basis? Managing a sales team involves numerous moving parts and requires organization, multitasking, positive attitudes and communication. I try to communicate as straightforward as possible with What do you like to do when you’re not my team and give constructive criticism as needed. We work hard but working? If I’m not working I’m spending always make sure to have fun! time with my family. We enjoy traveling and finding new adventures for our children on What does it take to be a top notch sales manager? In order to be a regular basis. a top notch sales manager, you need to be a leader, a motivator and a teacher/coach. You have to be able to put together many different pieces If you could be anywhere in the world and deliver it to your team as one. You must be knowledgeable of your drinking any beer, where would you products and audience and flexible to adapt as trends and other factors be and what would you be drinking? I change. And mostly, as a team you must be open to new lessons – you would be on any beach, preferably in the can never learn too much. Caribbean, drinking a Corona Light.

www.origlio.com HeadyTimes v.22 1 CoverSTORY Blue Moon A-Rising In 2017, sales of Blue Moon Belgian White, the country’s largest craft brand, were up 9% according to I.R.I. Now, as the brand’s newest release Blue Moon Mango Wheat begins its ascent, some say it has the star power to “eclipse” the original. HOOSING WHICH BEERS WILL DELIGHT YOUR CUSTOMERS AND aromatic beer, while vacationing in drive sales can be a difficult and confusing task nowadays. Beer Scandinavia. One day as he passed by an Cstyles and releases have never been more varied or outrageous. artisanal bakery, the smell of freshly baked Beer drinkers are more adventurous and more finicky than ever before. bread with cardamom filled the air. That And there is an endless stream of new beers and breweries popping up scent inspired Keith to brew a beer with every day. With our business changing at breakneck speed, it’s hard to fresh apricots and a touch of cardamom.” remember how this all got started – not to mention the trailblazing beers This winter seasonal has already proved that were there at the beginning and continue to drive volume today. to be a perfect alternative to heavy stouts and porters. Once in a Blue Moon New Year, New Look One such beer appeared in 1995. After receiving his PhD in brewing at a prestigious Belgian school, master brewer Keith Villa returned to A good brewery doesn’t just innovate by Denver’s Sandlot Brewery located in Coors Field, home of the Colorado brewing new beers, a good brewery looks at Rockies, and dreamed up the Belgian-style wheat ale that would end every aspect of their business with an eye up taking America by storm: Blue Moon. “At that time, drinkers weren’t for reinvention – and that’s exactly what necessarily used to seeing a hazy beer, much less one garnished with an Blue Moon did for its packaging in 2018. orange,” explains Cris Rivera, Blue Moon’s National Craft Director. “But, “Packaging evolutions allow Blue Moon to once they tried it and realized it was not only refreshing, but sessionable play in more occasions and offer additional and delicious, people became more open-minded to trying other unique value to our drinkers,” says Rivera. Cans styles of beer.” have become the format of choice for younger drinkers. So this year, Blue Moon By today’s standards, Villa’s Blue Moon Belgian White is thought of as will replace the 12-pack can package a “gateway beer” – one that helps drinkers transition from approachable with a 15-pack. “We’ll be launching the domestics like Coors Light to the world of craft, where IBUs and exotic 15-pack cans just in time for summertime hops reign supreme. But at the time, this craft brewer’s recipe was truly get‑togethers.” revolutionary. “Blue Moon opened American drinkers’ minds to what was possible when it came to great tasting beer, allowing them to accept Reaching a Diverse Audience twists to what was, up to that point, considered ‘normal’,” says Rivera. Blue Moon is also well positioned to combat More than 20 years later, the creative brewers at Blue Moon continue to a growing concern in the beer industry – deliver on their mission to brew interesting, sessionable, American wheat younger drinkers veering away from beer beers, like Mango Wheat and Cinnamon Horchata. as their number one beverage of choice. Villa and his team will leverage their light, Blue Moon Mango Wheat Lands a GABF Silver Medal refreshing wheat beer portfolio to bring those After experimenting with limited releases and seasonal offerings for drinkers back to beer. “We’re excited to reach several years (Cappuccino Stout, Belgian Table Pils, White IPA) the folks spirits drinkers with a new and inventive at Blue Moon decided to focus on what they do best… making flat-out mixology program,” says Rivera. “Nationally, stellar wheat beers. And wouldn’t you know it? They hit a homerun. “Our we’ll be introducing four Blue Moon cocktail Mango Wheat earned a silver medal at the Great American Beer Festival recipes to get people thinking a little and was a huge hit at the brewery,” says Rivera. “So we knew our fans differently about our beer and cocktails.” across the country would love it too.” Following the success of Mango Wheat, now available year-round, the team at Blue Moon conjured up another outstanding beer: their new winter seasonal, Blue Moon Pacific Apricot Wheat. As with his original recipe, Villa got the inspiration for this new beer while traveling abroad. Rivera explains, “He got the idea for this refreshing,

2 HeadyTimes v.22 www.origlio.com CoverSTORY Blue Moon: Selling the Portfolio Like any dynamic brewery, Blue Moon’s portfolio is always in flux – new beers, new packages and new additions to their core lineup. Check out what’s on the docket for 2018.

Year-round Releases Belgian White And as luck would have it, 2018 will also provide a once-in-a-blue-moon marketing Mango Wheat opportunity. “Believe it or not, in 2018 Cinnamon Horchata there will be not one, but two blue moons Share Pack Variety in one calendar year, which is extremely rare,” says Rivera. With the first happening January 31st and the second in late March, New Packages Blue Moon will celebrate these lunar events Belgian White 24 oz. Cans with a program called “Double Blue Moon” featuring themed Snapchat filters and other Belgian White 15-pack Cans interactive elements still in development. Remaining True To Their Craft Roots Brewer’s Select Seasonals While there is no doubt Blue Moon is a Summer Honey Wheat global player in the beer game, they still Harvest Pumpkin Wheat find ways to keep that crafty mindset that led to their groundbreaking Belgian-style Pacific Apricot Wheat wheat ale back in 1995. Just last year, they opened a brand new brewery and restaurant in Denver’s River North Art District (also known as RiNo). “We like to say that our RiNo brewery is our dedicated canvas for creating, testing and enjoying new Blue Moon beers,” adds Rivera. The new brewpub harkens back to the scrappy, innovative attitude that put Blue Moon on the map. This 20-barrel brewhouse is where Blue Moon develops their experimental, super-limited batches you won’t find anywhere else – well, unless it happens to Blue Moon Mango Wheat be a huge hit with the locals. “Mango Wheat on Draught got its start at RiNo,” Rivera says. “People loved it, so we released it nationally. Our new Blue Moon Mango Wheat draught will brewery is a great place for us to allow fans debut on March 1st, in time for the 2nd to sample new beers and determine what actual Blue Moon of 2018 that will specialties we might offer nationally.” occur on March 31st. With more than 24 one-of-a-kind beers rotating on and off their RiNo taps at any given time, and with runaway hits like Mango Wheat and Pacific Apricot Wheat, you can bet that Blue Moon will have more Did You Know? surprises in store for their fans down the First brewed at the Sandlot Brewery in Coors Field line. “Over the years, we’ve delivered on our Baseball Stadium, Blue Moon Belgian White’s mission to innovate and brew the absolute original name was Belly Slide Belgian White. best wheat beers for our fans, and there’s still so much more we’re excited to explore.”

www.origlio.com HeadyTimes v.22 3 BrewerHIGHLIGHT Guinness Celebrates Another Historic Milestone and Breaks New Ground Stateside N OCTOBER OF 1817, EIGHT HOGSHEADS OF PORTER (A HOGSHEAD is roughly 62 U.S. gallons of beer, or 2 modern barrels of beer) were Iexported from Dublin to Charleston, South Carolina – and beer in America was never quite the same. “It’s an understatement to say that we’re incredibly excited to celebrate 200 years in the U.S.,” says Guinness Brewery Ambassador Chris McClellan. “We’re grateful to see so many Guinness fans out there, 200 years after that first shipment.” While the name Guinness conjures an image of a creamy, dark stout fresh off the tap, McClellan explains why his brewery is so much more than that – “The term ‘innovation’ is used a lot these days, and I don’t want it to get too watered down. Innovation can certainly come from producing interesting new beers, but we’re focused on pushing the needle in other ways as well, and this has really helped shape our legacy and heritage.” Thankfully, Guinness’ legacy and heritage will be tied to America for centuries to come! Its new, state-of-the-art brewery in Maryland will be a hub of innovation here in the states. “Guinness has been in America for so long, it only makes sense for us to have an actual, physical home for our brewery stateside,” says McClellan. So what else is on the docket for Guinness in 2018? It’s going to be an exciting year, and McClellan gave Heady Times an exclusive peek behind the curtain. 1. The new Maryland brewery will be called the Guinness Open Gate Guinness Brewery Ambassador Chris McClellan Brewery & Barrel House. The facility will offer a full consumer experience. As a production brewery, it will be the home of Guinness 8. Their new Maryland-based Open Gate Blonde American Lager. Brewery is not their first facility in America. McClellan says, “We actually 2. The brewery is investing $70 million into the project, which will create opened our first facility in the U.S. in the at least 70 new jobs. late 1940s in Long Island City, Queens, 3. The Guinness brewers at Open Gate will work closely with the NY. Most people don’t know that. That Maryland brewing community, showcasing some unique collaborations facility shut down by 1955, but Maryland in the near future. will be our triumphant return.” 4. Guinness has already assembled a world-class brewing team for their 9. St. Patrick’s Day 2018 promises to new facility. “We’ve hired Hollie Stephenson (formerly of Highland be the biggest yet! “We’re going to Brewing in Asheville, NC) who will take up the mantle of Head Brewer have as much fun as possible! And of and Peter Wiens (a former Brewmaster at Stone’s Richmond brewery) course, we’ll be doing it responsibly,” as our Brewmaster,” says McClellan. says McClellan. “We’ll be including more events, POS and a healthy amount of 5. Last year Guinness donated $100,000 to hurricane relief in Houston media coverage. It will be hard to top last through their Give A ’Stache Campaign, which will be returning in 2018. year’s efforts, but I think we can do it.” 6. Speaking of that famous Guinness ’stache, “A good foam ’stache 10. The Maryland brewery is still under means you’re drinking your pint correctly,” says McClellan. “You construction, but the test taproom is now have to drink underneath the foam to get the proper ratio of creamy, open. McClellan encourages Guinness delicious stout and aromatic, bitter foam.” fans to, “make sure to stop by if you’re 7. “We were one of the first breweries, if not the first, to successfully in the Baltimore area. While we’re always export beer to most of the globe,” says McClellan. They were also one focused on our core portfolio of stouts, of the first companies in the world to offer their employees healthcare, there will be some big surprises coming lodging and continuing education. out of the new tasting room.”

4 HeadyTimes v.22 www.origlio.com Off-PremiseSPOTLIGHT D&R Beverage Center ’M NOT GOING ANYWHERE” WERE THE WORDS OF BRUCE ORWIG, owner of D&R Beverage Center, when asked what he saw for the future “I of his store. And if the 2 generations that owned the shop before are any indication, he’s right. The folks of D&R are resilient in the face of change and determined to stay a premier beer destination in the Lehigh Valley area. Heady Times (HT): How have the recent changes in legislation affected your store? Bruce Orwig (BO): The changes have been really helpful for us. We put in a draught system with 8 tap handles and a growler station last Memorial Day. We also added coolers and shelving for 6-packs and single serves. These additions have really regenerated our business; we’ve been up 20% year over year. Physically, it’s a massive amount of work with all the SKUs but as long as we have support for the products From left to right: Andrew Fenstermaker, Kasie Storm, Tianna Orwig from the wholesalers and suppliers we can manage. and Bruce Orwig, owner HT: Can you tell us more about the growler station? BO: It’s a very unique system. I believe we are the only ones besides Tanczos in the Lehigh Valley area that have it. It pumps beer into the growler using counter-pressure, which limits the amount of oxygen the beer comes in contact with, allowing it to stay fresh longer- up to 45 days! We can only have one beer on at a time for this system, so we always have our draught system stocked with a healthy mix of IPAs, porters/stouts, wheat beers and various seasonals. In the summer we were going through a barrel per day, now it’s about one barrel every other day. HT: How do you stay up-to-date on industry trends and what beers are available? BO: We use the Heady Times on a weekly basis for ordering purposes. I also check out a lot of breweries’ websites to see what they are releasing. Another thing that’s helpful is getting to know the brand reps through samplings and they keep in touch with me regarding releases. HT: So you also host samplings? BO: Yes, we try to do them every Friday and Saturday around a holiday. Normally, we see a pretty significant drop in business at the beginning of the school year and when Daylight Saving’s Time begins, but this year we strategically scheduled samplings around those times and didn’t see as much of a drop. I really believe that sampling builds brands and creates traction for the brands. HT: What makes you stand out from other retailers the most? BO: Our selection is definitely one of them. I try to carry every product that I can get my hands on and do my The growler station at D&R Beverage Center research so I know I’m offering a fair price. Customers also like the fact that this is a family-owned and run business. My grandparents started D&R in 1965 so I grew up in the business. I have customers that I’ve known since I was a baby. That makes a difference.

4600 Easton-Nazareth Highway • Nazareth, PA • 610-759-5493

www.origlio.com HeadyTimes v.22 5 On-PremiseSPOTLIGHT Kutztown Tavern Kutztown Tavern is a place for everyone. OU COULD SAY THAT KUTZTOWN TAVERN ON MAIN STREET IN Kutztown is a jack of all trades… a one-stop-shop. The facility, Y which houses a restaurant, brewery, bottle shop, nightclub and two banquet spaces, truly has something for everyone. Matt Grider, owner of Kutztown Tavern, sat down with us to discuss all that Kutztown Tavern has to offer. Heady Times (HT): Can you tell us about the history of your business? Matt Grider (MG): In 1998, we opened the bottle shop and Shorty’s, Bob Sica, Operations Manager, and Matt Grider, Owner of the nightclub in the basement. The next year we opened the restaurant, Kutztown Tavern which included banquet spaces on the first and second floors and the brewery, Golden Avalanche Brewing Company. At that time, you had to know what style of beer you wanted to brew in order to purchase equipment, because it was all specific to the style. We decided to brew German-style lagers according to the Reinheitsgebot and sourced all of the ingredients from Germany. HT: What kind of atmosphere have you cultivated here over the past 20 years? MG: Casual, warm, entertaining… Families come with their children, we have business events in the banquet rooms, of-age college kids come to have a good time. Our restaurant menu caters to just about everyone. We give equal attention to all of the different aspects of our business and, in doing so, have developed a very diverse customer base. HT: What has been the biggest challenge you’ve faced since opening? MG: Alcohol sales trends. When we first opened, beer was about 80% of our alcohol sales and liquor/spirits/wine made up the other 20%. Now those statistics are flip-flopped. Flavored liquors have really changed the landscape with millennials, which is a huge part of our business. Also, the changing habits of the consumer have the restaurant business suffering as a whole. With so many delivery options and subscriptions for gourmet meals that you can cook at home, people don’t want to come out as much. HT: What does Kutztown Tavern offer beer drinkers that they might not find elsewhere? MG: We have a variety of German-style beers that we brew in-house, which are available in the restaurant and for takeout, along with a large selection of commercial beers. Our menu offers something for everyone and caters to changing tastes. Although business might not be booming like it used to, we have not cut quality in any aspect of our business.

kutztowntavern.com • 272 West Main Street, Kutztown, PA • 610-683-9600

6 HeadyTimes v.22 www.origlio.com NewPRODUCTS Two Hats Henry’s Hard Lemon-Lime Soda What do you get when you add a hint of fruit flavor Henry’s is once again treating its drinkers to crisp, light beer? You get good, cheap beer. Wait, to a taste of times gone by. Launching in what? You actually get new Two Hats beer in two 2018, Henry’s Hard Lemon-Lime Soda has tasty flavors – pineapple and lime. a refreshing lemon-lime, tart taste balanced by a moderate confectionary sweetness. Two Hats Pineapple ABV: 4.2% Package: 12 oz. bottles only Availability: Now, year‑round Well-balanced, with the hint of all-natural pineapple in Lancaster, Berks, Lehigh complementing the malt notes, Two Hats Pineapple and Northampton Counties has a crisp, clean and refreshing finish. ABV: 4.2% Package: 16 oz. cans only Availability: Year‑round, beginning in February in Lancaster, Berks, Lehigh and Northampton Counties Crispin Rosé Two Hats Lime New Crispin Rosé Hard Cider is debuting Light-bodied and smooth, Two Hats Lime is well- its delicious blend of cider, rose petal and balanced, with the hint of all-natural lime that easily hibiscus this January. With brilliant clarity, light complements the malt notes in the beer. ABV: 4.2% cherry; tender rhubarb tastes and notes of Package: 16 oz. cans only Availability: Year‑round, fresh strawberries and honeydew melon, beginning in February in Lancaster, Berks, Lehigh Crispin Rosé Cider is the perfect pairing for and Northampton Counties every occasion. ABV: 5% Package: 12 oz. bottles only Availability: Now, year‑round Redd’s Wicked Watermelon in Lancaster, Berks, Lehigh and Northampton Counties Redd’s Wicked is adding a new, year‑round flavor to its wicked family. Infusing watermelon with crisp apple for an intensity that starts strong and finishes smooth, new Wicked Watermelon is the ultimate Arnold Palmer refreshment for anyone looking to get a little wicked. Spiked Half & Half ABV: 8% Packages: 10 oz. cans and 24 oz. cans Inspired by the classic Arnold Palmer Availability: Year‑round, beginning in March in blend of half iced tea and half lemonade, Lancaster, Berks, Lehigh and Northampton Counties MillerCoors in partnership with AriZona Beverages is bringing Arnold Palmer Spiked Henry’s Hard Sparkling to consumers in 2018. With notes of real Water Gets a New Look lemon and subtle herbal tea, this spiked beverage is perfectly balanced with a hint Henry’s Hard Sparkling is popping back of tartness and a refreshing finish. ABV: 5% onto shelves with a bright and bubbly new Packages: 24 oz. cans and 12 oz. slim look of its own – in slim cans. Now that this cans Availability: Year‑round, beginning in spiked water has a new shape, it’s ready to February in Lancaster, Berks, Lehigh and mingle with all the devoted Northampton Counties sparkling water drinkers out there. ABV: 4.2% Package: 12 oz. slim cans only Availability: Year‑round, beginning in Steel Reserve Alloy Series March in Lancaster, Berks, Lehigh and Northampton Counties Spiked Blue Razz Introducing Spiked Blue Razz — the newest Henry’s Hard Sparkling offering from Steel Reserve’s Alloy Series. Water Variety Pack With tastes of bold berry and hints of lemon leaving a lingering, sweet finish, this high- This mix pack includes 3 flavors of octane electric blue liquid is sure to shock Henry’s Hard Sparkling in 12 oz. taste buds. ABV: 8% Package: 24 oz. cans: Lemon Lime, Passion cans only Availability: Now, year‑round in Fruit and Strawberry Kiwi. Lancaster and Berks Counties Availability: Year‑round, beginning in March in Lancaster, Berks, Lehigh and Northampton Counties www.origlio.com HeadyTimes v.22 7 NewPRODUCTS Samuel Adams Sam ’76 Truly Spiked & Sparkling This totally new beer style from the Wild Berry independent, American craft brewer, The more, the berrier with Truly Wild Samuel Adams is brewed with a Berry. A mix of strawberries and single goal in mind: to give you a beer raspberries from California, with that’s uniquely drinkable, flavorful Marion blackberries, brings the natural and aromatic. The final recipe, made sweetness and juiciness of fresh- with ale and lager yeast, is the picked berries to this refreshing blend, perfect balance of a light-bodied, smooth beer with complete with a bubbly mouth feel and clean finish. a slightly juicy flavor and tropical & citrus aroma. ABV: 5% Package: 12 oz. slim cans only (also available ABV: 4.7% Packages: 12 oz. cans, 16 oz. cans in the Truly Berry Mix Pack) Availability: Year‑round, and draught Availability: Year‑round; Cans beginning beginning in February in Berks, Lehigh and in January, draught in April in Berks, Lehigh and Northampton Counties Northampton Counties Truly Spiked & Sparkling Samuel Adams Berry Mix Pack Rebel Anytime IPA Truly’s new Berry Mix This beer’s huge citrus hop Pack includes a wonderful aroma gives way to grapefruit, mix of spiked & sparkling tropical fruit and floral notes. seltzers in 12 oz. cans: The light-bodied mouth feel Wild Berry, Blueberry balances the hops for a bright, & Acai, Raspberry & crisp IPA that’s perfect anytime, Lime and Pomegranate. whether you’re unwinding after Availability: Year‑round, beginning in February in Berks, work or enjoying a day at the Lehigh and Northampton Counties beach. ABV: 4.7% Package: 12 oz. cans only Availability: Year‑round, beginning in January in Berks, Lehigh and Northampton Counties Twisted Tea Blackberry The newest offering from Twisted Tea is a Samuel Adams refreshing, hard iced tea with a blackberry New England IPA twist. ABV: 5% Package: 24 oz. cans Unlike classic American IPAs, New England IPAs only Availability: Year‑round, beginning are purposely unfiltered, providing a burst of in January in Berks, Lehigh and fruited hop aroma and a luscious mouth feel. Northampton Counties Sam Adams’ version has a delightful, citrusy hop flavor that isn’t overly bitter, with a clean, smooth finish that will leave drinkers wanting another sip. ABV: 6.8% Packages: 16 oz. cans and draught Availability: Year‑round; draught beginning in February, cans Ballast Point in April in Berks, Lehigh and Northampton Counties New Can Offerings This winter will see four Ballast Angry Orchard Rosé Hard Cider Point products available in new can packages. Angry Orchard Rosé uses a combination of hibiscus and fresh juice from rare, red-fleshed Availabile year‑round, beginning apples sourced in France. This cider has a in January: Unfiltered Sculpin floral aroma, is apple forward in taste and 12 oz. cans & Manta Ray 12 oz. complemented by refreshing, light tannins, cans in Berks, Lehigh and similar to semi-dry wine. ABV: 5.5% Northampton Counties Packages: 12 oz. bottles and Available year‑round, draught Availability: Year‑round, beginning in March: Sculpin beginning in February 16 oz. cans & Fathom 16 oz. in Berks, Lehigh and cans in Berks, Lehigh and Northampton Counties Northampton Counties

8 HeadyTimes v.22 www.origlio.com NewPRODUCTS Mike’s HARDER Variety Pack Magic Hat Taken for Granite This exciting new variety pack Crisp with a smooth malt backing, features 16 oz. cans of: Taken for Granite (TFG) is a balanced Mike’s HARDER Lemonade, IPA with notes of grapefruit and Strawberry, Blood Orange orange that will mine your every taste and Purple Grape. The bud. ABV: 6.6% Packages: 16 oz. multipack offers the cans and draught Availability: Now, opportunity to upsell HARDER year‑round in Lancaster, Lehigh and consumers to a pantry-loading purchase of 8 pack Northampton Counties cans. Availability: Year‑round, beginning in January in Lancaster, Berks, Lehigh and Northampton Counties

Less Calories for Corona Premier White Claw Hard Seltzer Corona Premier is a sophisticated new choice for consumers who are looking for White Claw Seltzer Works will be reducing the an elevated light beer experience. It’s a calorie count in White Claw Hard Seltzer perfectly balanced, sessionable, 12 oz. cans from 110 to 100 calories premium light beer with an st starting January 1 . This will be done exceptionally smooth taste. And by reducing the amount of pure cane with 2.6 grams of carbs and sugar and increasing the natural flavors. 90 calories, Corona Premier is White Claw Hard Seltzer will continue to ideal for consumers who want contain only natural flavors and no artificial refreshment without being sweeteners, but with less calories. White Claw’s alcohol weighed down. ABV: 4% base will remain the same and is still the cleanest, Packages: 12 oz. bottles, 12 oz. cans gluten-free alcohol base possible, with no crystalline and 24 oz. cans Availability: Year‑round, fructose, dietary fiber or preservatives added. beginning in March in Lancaster, Berks, Lehigh and Northampton Counties White Claw Hard Seltzer 19.2 oz. Cans This winter, White Claw Black Cherry Pacifico 12 oz. Cans and Ruby Grapefruit will be available Previously available in 12 oz. bottles, in 19.2 oz. cans. These 12 packs 24 oz. cans and draught, Pacifico will are perfect for consumers looking soon be available in 12 oz. cans as well. for smaller pack offerings and single This easy-drinking lager is made of high- serve options. 73% of consumers say quality malts resulting in a crisp, hearty packaging options that are portable lager with a taste profile of grass-citrus are important to them and millennials and ocean mist, with a malty hop accent. who live active lifestyles are looking Its quality, style and independent spirit for convenient packages. ABV: 5% appeal to all beer drinkers, particularly those who Availability: Year‑round, beginning in January in love craft beer. ABV: 4.4% Availability: Year‑round, Lancaster, Berks, Lehigh and Northampton Counties beginning in March in Lancaster, Berks, Lehigh and Northampton Counties Seagram’s Escapes Spiked Calypso Colada The third flavor added to the Seagram’s Spiked line-up, Spiked Calypso Colada, is loaded with delicious island flavors of coconut and pineapple. ABV: 8% Package: 23.5 oz. cans only Availability: March in Lancaster and Berks Counties

www.origlio.com HeadyTimes v.22 9 NewPRODUCTS Magners Original Dogfish Head Carbonation Change Namaste White Cans Due to recent changes in cider carbonation This winter, in addition to 12 oz. bottles laws, the carbonation level of Magners Original and draught, DFH Namaste White will is now higher to match the carbonation level be available in 12 oz. cans as well. of Bulmers in Ireland. All Magners Original Namaste White is a Belgian-style white ale packages are effected by the change (12 oz. brewed with dried orange flesh and peel, bottles, 16.9 oz. cans and draught). The fresh-cut lemongrass, a bit of coriander, peppercorns carbonation of Magners Pear did not change. and a healthy dose of good karma. ABV: 4.8% Authenticity is at the core of the Magners Availability: Year‑round, beginning in January in brand and they believe this change enhances Lancaster, Berks, Lehigh and Northampton Counties the taste of the liquid. Dogfish Head Lupu-Luau Now Available Year‑round Previously a seasonal, this year, Lupu- Luau will be available year‑round. Brewed with a tropical trifecta of toasted coconut, dehydrated coconut water Great Lakes Holy Moses to be and an experimental hop with coconut Available Year‑round aromas, Lupu-Luau gets its natural haze from pils malt, flaked barley and rolled Previously a Great Lakes spring oats. One of the special ingredients seasonal, Holy Moses White used to make Lupu-Luau is an experimental hop that Ale will be available year‑round, throws coconut aromas. Dogfish has secured the vast beginning this winter! Orange peel, majority of the domestic crop of this unique hop for coriander and chamomile stake years to come. ABV: 7.3% Packages: 12 oz. cans and their claim in this unfiltered white draught Availability: Year‑round, beginning in January in ale, named for Cleveland’s founder, Lancaster, Berks, Lehigh and Northampton Counties Moses Cleveland. ABV: 5.4% Packages: 12 oz. bottles and draught Dogfish Head Availability: Year‑round, beginning in January in Wood-Aged Bitches Brew Lancaster, Berks, Lehigh and Northampton Counties DFH is bringing Bitches Brew back, but this time, this New Addition to the bold, dark, Imperial stout is aged in their oak & Palo th Great Lakes Variety Pack tanks. Originally brewed in honor of the 40 Anniversary of the release of Miles Davis’ 1970 landmark Jazz fusion Beginning this winter, record, Bitches Brew is a gustatory tribute to that analog the Great Lakes Variety masterpiece. Like Jazz fusion, which blends different Pack will feature musical styles, Bitches Brew is a fusion of three threads Commodore Perry IPA of Imperial stout aged on oak and one thread of Tej – a in place of Burning native African honey beer aged on River Pale Ale. It’s hard Palo. According to Dogfish founder to choose just one of and president, Sam Calagione, this this brewery’s award- ale is best enjoyed “sipped cool, winning, handcrafted not cold, from a snifter beers – trust us, we’ve or red wine glass, while tried. Hence this listening to the Bitches collection of hoppy, malty crowd pleasers. See? You Brew album.” ABV: 9% really can have it all. Included in the updated variety Packages: 12 oz. are: Dortmunder Gold Lager, Eliot Ness Amber bottles and draught Lager, Commodore Perry IPA and Edmund Fitzgerald Availability: Year‑round, Porter. Availability: Year‑round, beginning in January in beginning in January Lancaster, Berks, Lehigh and Northampton Counties in Lancaster, Berks, Lehigh and Northampton Counties

10 HeadyTimes v.22 www.origlio.com NewPRODUCTS Heavy Seas AmeriCannon Green Flash Remix IPA The newest addition to the Cannon family, Drawing on their legacy as an AmeriCannon is a bold pale ale that’s been IPA powerhouse, Green Flash double dry-hopped with Centennial hops and introduces Remix IPA – a new single Simcoe lupulin hop powder. With an ABV that IPA showcasing old-school hops won’t turn you into a Loose Cannon, it’s a and a modern IPA flavor profile. It true celebration of American independence. offers craft beer consumers the The first Heavy Seas beer to utilize lupulin hop character and quality they have hop powder, AmeriCannon is an intensely come to expect from the brewery that trademarked West flavorful pale ale. AmeriCannon is also Coast IPA. Remix IPA features piney and dank flavors from the first Heavy Seas beer to carry the Green Flash’s “legacy hops” – Cascade, Columbus and Brewers Association Independent Craft seal. Summit. The metallic gold packaging offers a dynamic AmeriCannon embodies everything that Heavy brand story that draws a parallel between hip-hop DJs Seas stands for: Fearless. Bold. Independent. and the Green Flash brewers – suggesting that the ABV: 5.75% Packages: 12 oz. bottles and draught brewing team is skillfully re-mastering both ingredients Availability: Year‑round, beginning in January in Berks, and process to create the brand’s next big hit. ABV: 6.2% Lehigh and Northampton Counties Packages/Availability: Year‑round; Draught available now, 12 oz. cans in January, 19.2 oz. cans in February in Lancaster and Berks Counties Firestone Walker Nitro Merlin Milk Stout Shiner Bock 24 oz. Cans Firestone Walker’s Velvet Merlin stout has Introducing 24 oz. cans from Shiner – one been transformed into a mind-blowing of the hottest configurations currently in mouthful known as Nitro Merlin Milk the retail channel, as well as large venues Stout. The new ingredient is lactose, and arenas. A unique selling proposition a.k.a. milk sugar. When Velvet Merlin is within the craft segment and the newest brewed with milk sugar to create Nitro addition to the Shiner family, this can is Merlin Milk Stout, the effect is similar to set to do some big things. ABV: 4.4% adding cream to your dark roasted coffee. The wizardry Availability: Year‑round, beginning in comes via “nitro,” the brewing nickname for nitrogen February in Lancaster, Berks, Lehigh and gas. ABV: 5.5% Packages: 12 oz. cans and draught Northampton Counties Availability: Year‑round, beginning in January in Lancaster, Berks, Lehigh and Northampton Counties Shiner Light Blonde Shiner Light Blonde is light done right. Don’t Firestone Walker Lager ask how Shiner packed so much flavor Firestone Walker created their first lager into just 99 calories – they’re not telling. in 2000, and it proved to be well ahead This smooth, easy-drinking beer is brewed of its time. Now it’s back, new and with the same handcrafted, small-batch improved, for those who finally want a pride you expect from the Texas-based better lager. ABV: 4.5% Packages: 12 oz. brewery. ABV: 4.2% Packages: 12 oz. cans and draught Availability: Year‑round, beginning bottles and 12 oz. cans Availability: Year‑round, in February in Lancaster, Berks, Lehigh and beginning in March in Lancaster, Berks, Lehigh and Northampton Counties Northampton Counties

A New Look For Straub 1872 Lager Straub’s 1872 Lager has a new look with the same crisp, full-bodied taste! As a tribute to the brewery’s founding father, Peter Straub, 1872 is a classic Pre-Prohibition style lager, modeled after a time when pale lagers had more color, a more pronounced malt flavor, and were a touch hoppier. ABV: 5.4% Packages: 12 oz. bottles and draught Availability: Now, year‑round in Berks, Lehigh and Northampton Counties

www.origlio.com HeadyTimes v.22 11 SeasonalSELECTIONS When Demand Exceeds Supply Leinenkugel’s Explorer Pack The Leinenkugel’s Explorer Pack is back Many of our craft seasonal and specialty releases are with new beers to explore this spring. This available in limited or extremely limited quantities. popular variety pack features Pomegranate Breweries only produce a certain amount of their specialty Shandy, Creamy Dark, Snowdrift Vanilla beers and Origlio Beverage does all they can to get as much Porter and special edition Northwoods product as possible. In addition, this publication is compiled Lager. Availability: Now! in Lancaster months prior to the decision made by the brewery to and Berks Counties allocate their products to the wholesaler. Variations in the production for some of these limited release offerings will fluctuate, resulting in lower quantities than anticipated. Henry’s Hard Sparkling Strawberry Kiwi If you are interested in something you see in this publication and it is out of stock when you place your Just in time for the New Year, Henry’s Hard order, please contact your Origlio Sales Representative to Sparkling is launching a new, limited-edition, discuss similar options. strawberry kiwi flavor. But don’t look for this new Origlio also sends a craft email blast, weekly to inform sparkling water in bottles, Henry’s Hard Sparkling customers of seasonal offerings that are available to you is now available in newly-designed slim cans. immediately and ones that will be in stock soon. ABV: 4.2% Package: 12 oz. slim cans only Availability: March in Lancaster, Berks, Lehigh If you are interested in receiving this email please contact and Northampton Counties Jessica Lawrence at [email protected] with your email address. Blue Moon Summer Honey Wheat Leinenkugel’s Orange Shandy Award-winning Blue Moon Summer Honey The people spoke and Leinie’s listened — Orange Wheat is back for a limited time this spring/ Shandy is finally debuting its very own packaging. summer. Crafted by Blue Moon Brewmaster After much success as a flavor in the variety packs, Keith Villa, over 20 different honeys were Leinenkugel’s Orange Shandy is hitting shelves in tasted before finding the perfect ingredient its own 6-pack, just in time for spring. ABV: 4.2% for a subtle sweetness and balanced aroma. Package: 12 oz. bottles only Availability: March ABV: 5.2% Packages: 12 oz. bottles and in Lancaster and Berks Counties draught Availability: March in Lancaster, Berks, Lehigh and Northampton Counties Leinenkugel’s Canoe Paddler Leinenkugel’s award-winning Canoe Redd’s Limited Pick Paddler is back! This Kolsch-style beer is Strawberry Ale brewed with a touch of rye for a slightly spicy Due to high demand, Redd’s is bringing back their flavor and clean, dry finish. With flavors of popular Strawberry Ale, just in time for spring. white pepper, sesame seeds and citrus, it’s Strawberry Ale has a deep golden hue with a the perfect beer to wind down after a long sweet strawberry aroma & taste and a crisp clean day. ABV: 5% Packages: 12 oz. bottles and finish, with a hint of apple. This Limited Pick flavor draught Availability: March in Lancaster is the perfect beer to sip all season. ABV: 5% and Berks Counties Packages: 12 oz. bottles and 16 oz. cans Availability: March in Lancaster, Berks, Lehigh Leinenkugel’s and Northampton Counties Shandy Sampler Leinenkugel’s Shandy Sampler is back Redd’s Wicked Strawberry Kiwi with a delicious offering of some of After much success in 2017, Redd’s Wicked Leinie’s favorites: Lemon Berry Shandy, Strawberry Kiwi is making a wicked Orange Shandy, Pomegranate Shandy comeback this spring. Wicked fans and Grapefruit Shandy. It’s the can ramp up the night with this bold, perfect mix of Shandy favorites to share daring flavor for a limited time. ABV: 8% with friends. Availability: January in Packages: 10 oz. cans and 24 oz. Lancaster and Berks Counties cans Availability: March in Lancaster, Berks, Lehigh and Northampton Counties 12 HeadyTimes v.22 www.origlio.com SeasonalSELECTIONS Samuel Adams Fresh as Helles Magic Hat IPA Playlist Crisp and refreshing, the soft citrus of Magic Hat’s IPA Playlist orange blossom adds a bright accent to is a lively variety pack of the slightly sweet malt notes in this helles highlight hopped favorites lager, leading to a round, smooth finish. spanning several genres of ABV: 5.3% Package: 12 oz. bottles only IPAs. IPA Playlist features Availability: January in Berks, Lehigh and Encore, Blind Faith and Northampton Counties new TFG. Availability: Now! in Lancaster, Lehigh and Samuel Adams Cold Snap Northampton Counties Cold Snap is back again as Sam’s Magic Hat Jam Pak spring seasonal! Golden and lively, the crisp character of this unfiltered Jam on ’til the break of dawn with Jam Pak! This can white ale gets a kick from a bright blend of variety 15-pack includes: Single Chair, a medium- spring spices. Orange peel and plum add bodied golden ale with a bready aroma and malt subtle sweetness, while coriander contributes forward flavor; Circus Boy, a unique and refreshing a peppery bite, creating a refreshing flavor American-style hefeweizen brewed with lemongrass and that signals spring is on its way. ABV: 5.4% Fat Angel, a pale ale with fruity and earthy hop flavors Packages: 12 oz. bottles, 12 oz. cans and complementing draught Availability: Now! in Berks, Lehigh the rich pleasures and Northampton Counties of malt. Availability: Now! in Samuel Adams Lancaster, Lehigh American Craft Lagers and Northampton Counties The Samuel Adams American Craft Lagers variety pack offers consumers exclusive, classic and new beers. The mix includes a range of styles and flavors to satisfy various palates and preferences: Boston Lager, Fresh Limited Edition as Helles, Noble Pils, Guinness Gilroy Sloth Cans Kellerbier, Coffee Black Lager and Smoked This winter, Guinness Draught Stout will be Lager. Availability: Now! available in special, limited edition collectible cans, in Berks, Lehigh and celebrating the famed Guinness campaigns of the Northampton Counties 1930s and ’50s. These iconic images will surprise and delight consumers and drive incremental sales of Guinness. Packages: 14.9 oz. cans only Availability: January in Lancaster and Berks Counties

Lucky Traveler Mike’s HARDER Watermelon Blackberry Shandy Hold on for an intensely refreshing blend of ripe, juicy watermelon and tart lemonade. Parading into the season is the grand The liquid is dark pink in color and the aroma marshal of spring – Lucky Traveler is of freshly-cut, ripe watermelons. Unlike Blackberry Shandy. This captivating style the overly sweet, candy-like profile of other commands attention with its purple hue, watermelon beverages, HARDER Watermelon berry aroma and refreshingly fruity flavor. delivers an authentic, mouth-watering Don your beads, costumes and all things watermelon taste before finishing clean, with green because this beer is brewed for no lingering sweetness. HARDER Watermelon spring celebrations! Lucky Traveler is an American craft is here for a good time, not for a long wheat ale made with real blackberry for a refreshingly time, so get it before it’s gone! ABV: 8% unique shandy. ABV: 4.4% Packages: 12 oz. cans Package: 23.5 oz. cans only Availability: January in and draught Availability: January in Lancaster, Berks, Lancaster, Berks, Lehigh and Northampton Counties Lehigh and Northampton Counties

www.origlio.com HeadyTimes v.22 13 SeasonalSELECTIONS Ballast Point Red Velvet Shiner Birthday Beer Red Velvet is a mind-bending beer. Like the 109 Farmhouse Rye cake that inspired it, the deep red color In Shiner, TX, they raise their glasses to comes from beets, which add a rich, earthy tradition. So for Shiner’s 109th birthday, they’re character that complements the chocolate celebrating with a limited-edition beer inspired flavor and aroma. The foamy head of the by the homemade brew enjoyed after a long nitro pour is the “icing”, adding a creamy day in the fields. Shiner Farmhouse Rye smoothness to the mouth feel. But this is made with Munich wheat and rye, then liquid dessert still finishes like a beer coarsely filtered for a hazy and flavorful finish. – not sweet, but just as satisfying. ABV: 4.3% Package: 12 oz. bottles only ABV: 5.5% Packages: 12 oz. bottles Availability: January in Lancaster, Berks, and draught Availability: January in Lehigh and Northampton Counties Berks, Lehigh and Northampton Counties Shiner Ruby Redbird Ballast Point Tongue Buckler Imperial Red Ale Popping the top on this brew is like slicing into a ripe Texas ruby red grapefruit. A bold kick of ginger Tongue Buckler Imperial Red Ale doesn’t pull combines with the citrus for a tart, refreshing any punches. This is a big brew with hops lager. ABV: 4% Packages: 12 oz. bottles, and malt in extreme abundance. The IBUs 12 oz. cans and draught alone test the limits of your palate. While the Availability: February timid should take warning, Tongue Buckler in Lancaster, generously rewards the bold with an exceptional ale Berks, Lehigh and experience. ABV: 10% Packages: 12 oz. bottles and Northampton Counties draught Availability: February in Berks, Lehigh and Northampton Counties Shiner Strawberry Blonde Ballast Point Aloha Sculpin IPA Shiner, TX is known for beer. Poteet, TX is known for strawberries. This winter, the best of With Aloha Sculpin, the addition of Brux Trois both worlds come together in one tasty beer. yeast turns Ballast Point’s award-winning IPA into Brewed with juicy, homegrown strawberries a tropical oasis, with bright and refreshing notes from the strawberry capital of Texas – and of guava, pineapple, mango and cherry bitters. a mix of pale and wheat malts for a crisp This experimental yeast also adds a slight haze finish – Shiner Strawberry Blonde is ripe for to the beer, creating a smooth mouth feel to the drinking. ABV: 4.3% Packages: 12 oz. round out its juicy character. Simply put, this bottles, 12 oz. cans and draught is paradise in the palm of your hand. ABV: 7% Availability: February in Packages: 12 oz. bottles and draught Lancaster, Berks, Lehigh and Availability: February in Berks, Lehigh and Northampton Counties Northampton Counties 1911 Honeycrisp Hard Cider Woodchuck After being voted the Pear Ginger #1 orchard in America Pear Ginger delivers a crisp, pear cider for the second time bursting with fresh ginger. ABV: 5% in three years by USA Packages: 12 oz. cans and draught Today, 1911 Hard Availability: January in Lancaster and Cider is excited to offer Berks Counties their most popular seasonal, Honeycrisp, in a 16 oz. can! Made from 100% Estate grown Honeycrisp apples, this cider offers a naturally sweeter taste profile, with minimal residual sugar. ABV: 7% Packages: 16 oz. cans and draught Availability: February in Lancaster, Berks, Lehigh and Northampton Counties

14 HeadyTimes v.22 www.origlio.com SeasonalSELECTIONS Great Lakes Peak Spring IPA Conway’s Irish Ale The sun will be shining, the Arrestingly smooth with a rap sheet trees will be budding and the of toasty biscuit and caramel malt hops will be bursting when flavors, this Irish ale is great with corned you crack open a can of this beef or stew after a hard day’s work. New England-style session IPA. ABV: 6.5% Packages: 12 oz. bottles Bright, citrusy and dripping with and draught Availability: January hop juice, Spring IPA sings with in Lancaster, Berks, Lehigh and notes of tangerine from a blend Northampton Counties of Calypso and Citra hops. ABV: 4.7% Packages: 12 oz. Great Lakes Cloud Cutter cans and draught Availability: Now! in New for 2018, Cloud Cutter’s bursts of juicy Lancaster, Berks, Lehigh citrus zip across friendly, lightly filtered wheat and Northampton Counties skies in this high-flying tribute to the historic Cleveland Air Races, which once starred the Peak Sweet Tarts stubby and bright Gee Bee R-1 race plane New York Cherry Sour Ale featured on Cloud Cutter’s label. ABV: 5.1% Packages: 12 oz. bottles and draught Sweet Tarts Cherry marries Availability: March in Lancaster, Berks, Lehigh crisp, fruity goodness, with a and Northampton Counties touch of sour, for an entirely refreshing beer. The local New Great Lakes Hop Madness York-grown cherries combine with a rosé-like effervescence Great Lakes’ Double IPA is now even to create a tartness that hoppier, with a higher ABV and more teases your taste buds. This IBUs. Only a deranged brewer would one hits you with the right dare add more hops to this devious amount of flavor in a perfectly light drink. But beware! Hop Madness body. ABV: 4.6% Packages: 12 oz. is back from the lab and hoppier cans and draught Availability: Now! than ever! Hopheads, fortify yourself in Lancaster, Berks, Lehigh and for this dry-hopped double IPA’s Northampton Counties shockingly juicy aromas and hair-raising bitterness – if you dare! ABV: 9% Packages: 12 oz. bottles and draught Peak Ripe Availability: March in Lancaster, Berks, Lehigh and If you’ve been dreaming about a Northampton Counties juicy double IPA that is absolutely dripping with fresh-cut fruit and Dogfish Head citrus hop flavors, then you’ll love Ripe. Peak’s newest DIPA Romantic Chemistry features an immoderate dose This serious IPA is brewed with an intermingling of El Dorado and Azacca hops. of mangos, apricots & ginger and then dry It’s bold and tropical in flavor, hopped with three varieties of hops. Romantic while still being phenomenally Chemistry opens with tropical fruit and hop- drinkable. ABV: 8.2% Packages: 16 oz. cans and forward aromas followed by flavors of sweet draught Availability: Limited quantities in January in pit fruit, mango and ginger. ABV: 7.2% Lancaster, Berks, Lehigh and Northampton Counties Packages: 12 oz. bottles and draught Availability: January in Lancaster, Berks, Lehigh and Northampton Counties

www.origlio.com HeadyTimes v.22 15 SeasonalSELECTIONS Heavy Seas Siren Noire Green Flash CaCow Milk Stout Siren Noire is not your father’s chocolate stout. Inspired by the flavors found in chocolate Almost three pounds of Belgian coco nibs are milk, Green Flash’s Virginia Beach Genius used per barrel to make this beer, and it’s aged Lab team set out to brew a luscious, for five weeks in bourbon barrels with vanilla creamy milk stout. Lactose was added to beans added. A mix of dark malts gives Siren create a distinctly opulent new beer – the Noire a well-rounded body that is decidedly first of its kind in the brewery’s lineup. chocolaty, without being extraordinarily Layers of chocolate and Munich malts sweet. Brewers Gold hops contribute an add roasty sweetness, while CaCow’s earthy spiciness, with notes of black currant. dark, full-bodied liquid offers thick foam ABV: 9.5% Packages: 12 oz. bottles and and lacing that lingers. Toasty and decadent draught Availability: January in Berks, Lehigh notes of coffee unfold in this beer, offering and Northampton Counties sweet flavors of nostalgic chocolate milk perfection. ABV: 6.3% Package: Draught Heavy Seas only Availability: January in Lancaster and The Alpha Effect Berks Counties With a lightning strike of exotic hops, The Alpha Effect is a hazy and dank IPA, 2SP Rolled Out thundering with juicy hop aroma and flavor. With a hefty 7% ABV, The Alpha This creamy, low IBU, oatmeal Effect has enough malt to balance the stout is robust and full-bodied ridiculous amount of hops used to create with a silky mouth feel (if 2SP’s this category 5 monster. Hazy, but never head of sales were a beer…). muddy, this is an expertly brewed IPA. ABV: 5% Package: Draught Take cover, The Alpha Effect is in effect! only Availability: Now! in ABV: 7% Packages: 12 oz. bottles and Lancaster, Berks, Lehigh and draught Availability: February in Berks, Lehigh and Northampton Counties Northampton Counties 2SP Zoltan The Imperialist Evil Genius Made with Cascade, Chinook New Phone, Who Dis? and Centennial hops, this This a caramel macchiato porter brewed with American American red ale has a great barley, caramel & chocolate malt, and a touch of dark balance between sweet caramel wheat. It’s gently hopped with American & German malts and classic American hop hops, and then infused with coffee and caramel. New bitterness, allllll the way through Phone, Who Dis? Is full-bodied, smooth and robust, from the aroma to the finish. with notes of sweet caramel, mocha and chocolate. ABV: 7.2% Package: Draught only Availability: Now! in ABV: 6% Packages: 12 oz. bottles and draught Lancaster, Berks, Lehigh and Northampton Counties Availability: January in Lancaster, Berks, Lehigh and Northampton Counties Flying Fish Grand Cru This classic Belgian strong golden ale is a warming complement to the food and spirit of the season. Warm fermentation adds notes of fruit and clove. A complex mouth feel, prominent malt flavors and spicy hop presence are followed by a soothing alcohol warmth. ABV: 6.9% Packages: 12 oz. bottles and draught Availability: Now! in Lancaster, Lehigh and Northampton Counties

16 HeadyTimes v.22 www.origlio.com SeasonalSELECTIONS Weyerbacher Wingman Weyerbacher Mean Squeeze Possessing all of the same qualities Mean Squeeze is a New England-style as the best wingman, this easy- IPA brewed with pilsner malt and oats. drinking, flavor-forward pale ale is Featuring Denali and Galaxy hops, this the perfect companion for anything! hazy, juicy IPA has pineapple, citrus and Brewed with Calypso, Ekuanot pine notes. ABV: 7% Packages: 12 oz. and Denali hops that lend hints of cans and draught Availability: March in stone fruit and soft citrus, Wingman Lehigh and Northampton Counties comes in at 4.5% ABV so you can go the distance, too! ABV: 4.5% Packages: 12 oz. cans and draught Availability: January in Lehigh and Saranac The Irish Roots Pack Northampton Counties Saranac’s spring 2/12 pack returns! The Irish Roots Weyerbacher Funky Monks Pack includes: Irish Stout, a dry stout with a smooth, slightly roasted taste that makes for an easy-drinking Weyerbacher is bustin’ out a new ale; Irish Red Ale, made with select malts that are groove based on the famous Merry crystalized, caramelized and delicious-ized to develop Monks riff! Their Belgian-style tripel a wonderful, roasty sweetness and a rich, deep lays the foundation that allows garnet color; new Irish Golden Ale, brewed with the electrified zing of tartness flaked oats and biscuit malts, to shine through. The addition providing sweet, nutty and of Sovereign and Rakau hops toasted flavors, with smooth coupled, with a crisp, dry tartness, blend harmoniously caramel and floral hops and with the ever-present Belgian notes of subtle spice, Irish Lager, a pale lager ripe pear and banana. ABV: 9.3% Packages: 12 oz. with notes of toasty, biscuity, cans and draught Availability: January in Lehigh and sweet malts and a touch of Northampton Counties floral-herbal hops – perfect for blending with Saranac Irish Weyerbacher Stout. Availability: January in Sunday Morning Stout Lancaster and Berks Counties Sunday Morning Stout is an American Imperial stout aged Saranac Irish Red Ale in bourbon barrels. Aromas of A Saranac classic, this ale is roasted coffee and bourbon brewed with lager-type hops for awaken your senses, while a mild bitterness that allow the their flavors blend with hints of malts to come forward. ABV: 4.5% chocolate, roasted malt, vanilla Packages: 12 oz. bottles and and caramel. The perfect cap to draught Availability: January in Saturday night or start to Sunday Lancaster and Berks Counties morning. ABV: 12.7% Packages: 12 oz. bottles and draught Availability: February in Lehigh and Saranac S’More Porter Northampton Counties Inspired by the campfire treat, this porter Weyerbacher Insanity combines the best of both worlds: S’mores and beer! It’s so good you’ll be begging for S’more! Insanity is Weyerbacher’s Blithering ABV: 6.2% Packages: 12 oz. bottles Idiot aged in oak barrels. The and draught Availability: January in barrel aging imparts an additional Lancaster and Berks Counties level of complexity to an already intense malt profile by adding a combination of vanilla, oak and whiskey notes. ABV: 13.3% Packages: 12 oz. bottles and draught Availability: March in Lehigh and Northampton Counties

www.origlio.com HeadyTimes v.22 17 SeasonalSELECTIONS Harpoon Fresh Tracks UFO Jet Pack Hop-forward without being bitter, this single Launch in to the New hop pale ale showcases the piney, citrusy Year with the new UFO character of Centennial hops. Bright Jet Pack! The 12-pack of and golden, light and drinkable, 12 oz. cans includes: new the subtle malt flavor lets the hops UFO Apricadabra, UFO shine. Hibernation be damned – get White, UFO Hefeweizen outside and make some fresh tracks! and UFO Raspberry. Your ABV: 6.2% Packages: 12 oz. bottles flavor adventure awaits! and draught Availability: January in Availability: January in Berks County Berks County Harpoon Opener Mix Packs Dock Street Crack open the New Year with Opener Mix Packs! Harpoon’s fresh, new spring variety packs, available in Winter Haze Pale Ale cans and bottles, include: Fresh Tracks, The Craic, The winter version of Dock Street’s new House Golden and IPA. The perfect mix to start seasonal pale ale showcases spelt the New Year! Availability: January in Berks County and wheat malts, orange peel and an abundance of Simcoe hop additions. ABV: 5.2% Packages: 16 oz. cans and draught Availability: January in Lehigh and Northampton Counties Dock Street Sexy Beast Chocolate Stout This burly stout is strongly influenced by the creative and artistic nature of Belgian brewing. Harpoon The Craic Sexy Beast, brewed with European malts, Sterling and East Kent This hybrid ale combines two classic Golding hops and fermented with styles – IPA and Irish Red Ale – to create a Belgian Abbey yeast strain, is a a unique and flavorful beer. ­The malt velvety ale – silky-smooth from the combination commonly used in Irish red addition of 22 pounds of Belgian ales brings a toasted, malty flavor that chocolate (100% cocoa, no added balances the citrusy and fruity character sugar). ABV: 7% Package: Draught of the hops. And this year, it’s available only Availability: January in Lehigh in cans! ABV: 6.9% Packages: 12 oz. and Northampton Counties bottles, 12 oz. cans and draught Availability: January in Berks County Narragansett Del’s Shandy UFO Apricadabra A crisp and thirst-quenching combination of ’Gansett’s award-winning Lager with Del’s lemon concentrate, With a new year full of new possibilities, Del’s Shandy has just the right balance the spring can be a magical time. So, of malty sweetness and citrus tartness. ladies and gentlemen, be sure to pick up One sip leads to another. Taste and enjoy UFO Apricadabra for your explorations, for yourself… it’s refreshingly different! cocktails and recipe concoctions. Brewed ABV: 4.7% Packages: 12 oz. cans, with just the right touch of apricots, the 16 oz. cans and draught subtly sweet hefeweizen is juicy and Availability: March refreshing. Ta-da! ABV: 4.8% Packages: 12 oz. bottles, in Lancaster, 12 oz. cans and draught Availability: January in Berks, Lehigh Berks County and Northampton Counties 18 HeadyTimes v.22 www.origlio.com SeasonalSELECTIONS Programs Lagunitas Undercover Investigation Shut-down Ale Twice in a Blue Moon This malty, rich beer with a snappy hop Get ready to raise a glass twice to a finish, truly defies style… Imperial Mild?... rare sight in the sky. Between January Uber ESB?... We do know for sure that it and March, our calendar and the lunar is unforgiven and unrepentant. ABV: 9.6% calendar will be out of sync not just Packages: 12 oz. bottles and draught once, but twice, creating a “Double Blue Availability: January in Lehigh and Moon.” And what better beer to celebrate Northampton Counties with than Blue Moon? At retail, Blue Moon POS tools will promote this rare Lagunitas Cappuccino Stout lunar phenomenon, while on-premise, Brewed with boatloads of roasted coffee in each bartenders are encouraged to create Blue batch for that extra krunk, this mondo coffee Moon drink specials. stout will leave you wondering whether you’re coming or going. ABV: 9.5% Packages: 22 oz. bottles and limited draught Availability: January in Lehigh and Northampton Counties

Lagunitas Dry Hopped Censored This malty, roasty, amber-esque ale has been brightened up with a generous dry hopping for an extra kroniky krunk. ABV: TBD Packages: 12 oz. bottles and draught Availability: Bottles in January, draught in April in Lehigh and Northampton Counties Lagunitas Dark Swan Dark Swan is a sour ale fermented with Petite Sirah red wine grapes, which gives it its uniquely deep, rich purple hue. It then receives the signature Lagunitas treatment – a healthy dose of experimental dry hops. It’s smooth, slightly sour and superbly strange. This might just shock your taste buds! ABV: 8.5% Packages: 12 oz. bottles and draught Availability: Bottles in February, draught in March in Lehigh and Northampton Counties Lagunitas Lucky 13 This ultra-mega-mondo red ale was first made for Lagunitas’ anniversary in 2006 to celebrate 13 years of brewing ultra-mega- mondo ales. ABV: 9.5% Packages: 22 oz. bottles and limited draught Availability: March in Lehigh and Northampton Counties

www.origlio.com HeadyTimes v.22 19 Programs

Miller Lite Hoops for the Win Feature Miller Lite during March college basketball games and offer patrons the limited-edition stadium cup for draught for a chance to win a trip to Las Vegas to watch March hoops in 2019.

Nitro Merlin Milk Stout Milk & Toast to Cookies St. Patrick’s Day Firestone Walker’s Milk & with Miller Lite Cookies pairing with Nitro Merlin Milk Stout and the Brown Butter Miller Lite is the perfect beer to Cookie Company’s signature celebrate Saint Patrick’s Day with cookie returns in 2018 (January because it tastes great and it’s – March), both in the on and less filling. Feature Miller Lite in off-premise this year. Off-premise the on-premise on St. Patrick’s there will be a premium offer Day and offer the 22oz. Stadium for customers to get six Brown Cup for draught and feature Butter cookies for $2 to pair with giveaways like T-shirts, bandanas Nitro Merlin Milk Stout which and more. is available in cans for the first time ever!

Keystone Light is Owning the ’Stone Last year, Keystone Light launched a refreshed look its focus on an equity-driven program of “owning the featuring simple can designs and a new secondary ’Stone” – through the use of bold retail POS that packaging. This spring, Keystone Light will continue (literally) breaks through.

20 HeadyTimes v.22 www.origlio.com Programs

Narragansett Show Us Your College and pro football playoff Just like the underdogs of March Hi-Neighbor! season brings with it the Hoops, Yuengling knows about passion of loyal fans, rituals overcoming tough times to reach From January through March, and traditions that are passed a dream. Everything changed Narragansett wants consumers down for generations. With six for the historic brewery when to Show Us Your Hi-Neighbor! generations of brewing, Yuengling the brewers created Yuengling Off-premise, consumers can pick embodies this passion and Traditional Lager, The Original up Narragansett bumper stickers loyalty. Yuengling Lager is the Game Changer. Throughout at participating distributors. Each Original Playoff Favorite and March and April, off-premise Narragansett “Hi-Neighbor” bumper a perfect fit for every playoff shoppers can save with a sticker will have instructions on celebration. Throughout January mail-in rebate offer for up to the back, letting consumers know and February, off-premise $4.00 back on the purchase how they can be the “Hi-Neighbor shoppers can save when buying of Yuengling brands. Fans can of the Week.” POS will also their party snacks wherever they follow their brackets on-premise, include program details. Once buy their Yuengling beer by using while enjoying 22 oz. Yuengling they have the bumper stickers, the mail in rebate (up to $5.00) Lager drafts in new Yuengling consumers will post a photo of with the purchase of Yuengling Hoops glassware and win cool the sticker on whatever they brands and party essentials. Hoops-themed promo prizes. choose to put it on (car, laptop On-premise game watchers can Consumers can also enter to win etc.) on social media, tagging @ enjoy Yuengling 22 oz. football a courtside prize pack, which gansettbeer using #HiNeighbor. mugs and football promo prize includes a Yuengling backpack, ® On-premise, “Hi-Neighbor” packs. Consumers can also enter Grizzly cooler and a $100 Stub ® coasters will be available to to win a Big Game Party Pack, Hub gift card. consumers who can participate in which includes a dartboard and ® the same photo contest using the backer, Igloo seat cooler and ® coasters or “Hi-Neighbor” ’Gansett $100 Stub Hub gift card. Lager cans in their pics. Posters will be made available that will include the program information. Happy St. Patrick’s Day From the pool of tags, one weekly prize winner (the From The Orchards Of Hi-Neighbor of the Week) will Ireland be selected throughout the Magners will celebrate St. Patrick’s Day with 13 weeks. Weekly winners will increased POS and promotions focused receive a “Hi-Neighbor” prize around the holiday celebration and aligning pack including a ’Gansett brewery with other authentic Irish brands. Traditional worker shirt, hat, pint glass, St. Patrick’s Day items like beads, koozies koozie, bottle opener and patch. and T-shirts will be available to support the One grand prize winner (chosen efforts. Remember that Magners Original on National Beer Day – April 7th) is now more highly carbonated to make it will win Beer for a Year! more authentic to Ireland!

www.origlio.com HeadyTimes v.22 21 Programs Celebrate St. Patrick’s Day the Danish Way Carlsberg is the #1 lager in Ireland and the packaging is green making it the perfect option next to Guinness for St. Patrick’s Day celebrations. From February 1st to March 31st, Carlsberg is offering a digital rebate to consumers for $5 back on a Carlsberg 15pk, $4 back on 2 Carlsberg 6 packs and $3 back on 2 Carlsberg 4 pack 16.9 oz. cans.

Carlsberg Big Game Rebate With over 100m viewers, the Win a Trip to New “Big Game” (you know which Orleans Courtesy of one) is a major US sporting Kronenbourg event and drinking occasion. Many people spend the day with In an effort to promote Kronenbourg’s friends and enjoy multiple beers, French Heritage, fans can enter to therefore requiring a smooth, win a trip for themselves and one tasteful, sessionable, pilsner-style guest to New Orleans in 2019. In lager like Carlsberg. In January order to make the trip appealing to and February 2018, Carlsberg is a broad audience, they will have the offering a digital rebate for $5 option of attending Mardi Gras or the back on a Carlsberg 15pk, $4 Jazz Fest. The prize includes airfare back on 2 Carlsberg 6 packs and and accommodations. Those who $3 back on 2 Carlsberg 4 pack choose Mardi Gras will receive tickets 16.9 oz. cans. to the Bourbon Heat Mardi Gras party and those who choose Jazz Fest will receive VIP tickets to the event. Fans can enter to win January through March 2018.

Crabbie’s US Rugby Sponsorship In 2017, Crabbie’s sponsored the US Rugby team. In 2018, they will keep the connection alive with an exciting consumer giveaway – tickets to the Rugby 7s World Cup in San Francisco! Throughout the months of February, March and April, fans can enter to win a trip for themselves and a guest to the Rugby 7s World Cup in San Francisco. The prize includes airfare, accommodations, transport to/from airports, tickets to one match and transport to/from the match.

22 HeadyTimes v.22 www.origlio.com Programs

Pacifico Proudly Sponsors Burton U.S. Open Snowboarding Championships

In 2018, Pacifico will return to the slopes for the 6th year as the “Official Beer Sponsor” of the Burton U.S. Open Snowboarding Championships. To leverage this exciting partnership, there will be a national retail promotion with on and off-premise POS, including a consumer sweepstakes where Pacifico 2018 a lucky winner will attend the National TV 2018 USOS event in Vail, CO. To Campaign activate at retail, Pacifico will be backed by a 360-degree plan, For decades, beer lovers who with impactful POS to help drive appreciate Pacifico’s crispness, consumer demand in both the on drinkability and unique origin and off‑premise. story have spread the word about the brand. Word-of-mouth has gotten Pacifico pretty far, but it will get an extra boost this year. For the first time, Pacifico will have a full, national TV plan in 2018, which will cover every single market across the U.S. In all, Pacifico will receive 18 total weeks of TV activity from March to October, with no more than a two week hiatus in between. During that time, Pacifico is positioned to be a top 10 national beer advertiser. The national advertising campaign coincides, and will help support, the national launch of Pacifico 12 oz. cans. The cans will be highlighted in all communications – from TV, to social, to POS. Corona Partners with Philadelphia 76ers Considering the growth Pacifico has achieved recently, without this level Corona is excited to announce an official partnership with the of support, it’s safe to say the future Philadelphia 76ers that gives the nation’s No. 1 imported beer the of this brand is as bright as its eye- ability to use the team’s name and logo in marketing, advertising and catching yellow cans. other promotions. Of the top 25 high-end brands last The partnership creates a slam-dunk opportunity for retailers to year, Pacifico was the fastest growing leverage the power of the 76ers to drive interest and engagement during the winter. In markets where in the Corona brand statewide, like marketing programs and special Pacifico received full coverage media events including exclusive fan experiences and unique POS. last year, the brand saw its dollar This marks Constellation’s first major sponsorship in the area. The Origlio sales jump an average of 21% vs. and Constellation sales teams are eager to bring a comprehensive and the prior year. powerful “right to marks” and execution program to retail.

www.origlio.com HeadyTimes v.22 23 Programs Heineken and Soccer Are Made For Match Day For Heineken, soccer isn’t just a game. It’s not just a sport you gather with friends to watch. It’s not just a reason to get wild in a pub, while you wear your club’s colors on your sleeve. Heineken knows soccer like the back of its hand and the top of its foot, and wants to make sure you know the only way the beautiful game should be watched, is with Heineken. In 2018, Heineken will dominate the soccer field by producing national visibility creative and regional focused POS. Our region will have Enjoy The Game custom Philadelphia Union POS with an to be leveraged in the market. All-Star Roster So no matter who you support, All year, fans count down the no matter whose flag you fly, days until the first kickoff of the everyone should be able to agree football season. While Dos Equis that when it’s match day, the only is the Official Beer Sponsor of way to do it is with Heineken. the College Football Playoff, the Heineken USA portfolio is keeping the excitement of the game going after the National Claim Your Corner with Tecate Championship and into the Big Game. 2017 has been a huge year for boxing. As 2018 approaches, with more belts at stake, Tecate wants to make sure the excitement for the sport They’re getting fans ready for goes the distance throughout the upcoming year. the Big Game and keeping them tuned in to the playoffs That’s why they’re evolving their with custom on and off-premise top contending boxing program, POS displays. By enhancing the so fans, Tecate in hand, football viewing occasion for continue to gather for every sports fans all season, HUSA is fight and decide who will run ending the postseason bigger the ring. The bell has rung once than ever and ensuring your again. The time has come to sales come out on top. Claim Your Corner.

Savor What Matters with Strongbow Modern life is full of synthetic stress. It’s like we’ve forgotten how to savor what really matters. From the park to the patio, Strongbow reminds us that nature is everywhere – we just have to find it again. So gather your closest friends, and start searching. It’s easier than you think.

24 HeadyTimes v.22 www.origlio.com RethinkingRETAIL Shelf Talkers “Stop the Shopper” So Why Not Download Them For Free at Origlio.com?

Simply search for a beer at Origlio.com. Click on the beer and it will take you to a description page. Hover over the shelf talker box on the upper right side. Select print. Four shelf talkers are then automatically sent directly to your printer. T WORKS FOR WINE,” SAYS up on their cell phones… style, ABV, the beer’s story, they grab the Bob Sokel, Off-premise Chain IBUs, taste and food pairings. There’s shopper’s attention right at the point “I and Space Planning Manager for even a space for you to include a of purchase, where 70% of buying Origlio Beverage. “There is no doubt score from whichever source you find decisions are made. How cool is that? in my mind that shelf talkers stop credible. (ABI recently purchased the shopper and influence what a RateBeer.com so we thought you Shelf Talkers Add Another Level browsing customer purchases. That’s would want to use a score from an of Customer Service and… why we’ve invested so much money in independent source you trust.) Beers 1. Simplify the shopper’s decision custom software, which automatically tagged with a rating – preferably those making process generates shelf talkers for each with a score of 88 or higher, tend to one of our products. We know that sell better. You could call them “better 2. Highlight products with the hottest consumers like variety and want to be beers” that sell at higher price points. flavors and trends customers seek educated, so why wouldn’t a retailer In other words, the beers you want to 3. Create a positive, “value-added” take advantage of this free service?” sell more of. shopping experience Retailers know the importance of So why should you bother 4. Guide the shopper to higher stopping customers in their tracks to downloading Origlio’s shelf talkers? margin brands get them to buy things that aren’t on Shelf talkers provide information their shopping list. A good shelf talker 5. Combined with a price promotion, that customers may be afraid or can do that. “When I’m in a wine shelf talkers signal value, increasing embarrassed to ask. Plus, consumers store, I watch people shop. I see sales velocity are more likely to buy a product them drawn to a bottle because they that catches their eye. That factor 6. Shoppers seek strong value are reading the shelf talker,” Sokel outweighs promotions, coupons, propositions, not always the lowest cost observed. “Once the bottle is in their recommendations and even ads 7. Increase purchases made by hands, there’s a good chance it will according to a study by Market Force. loyal customers end up in the shopping cart.” Origlio’s eye-catching shelf talkers, 8. Attract new customers who like Along with a full-color graphic, Origlio’s with their colorful graphics and the way you sell beer shelf talkers uniformly display the useful information, not only tell information consumers typically look www.origlio.com HeadyTimes v.22 25 1000 Patriot Parkway Reading, PA 19605

Celebrate St. Patrick’s Day Guinness Give A ’Stache with Guinness Drive excitement in the months leading up to St. 2018 marks the 200th St. Patrick’s Day in America Patrick’s Day using the famous Guinness foam for Guinness! Consumer spend rose 20% last year mustache to engage consumers and help raise and exceeded $5 billion for St. Patrick’s Day. And money for charity. As we all know, when enjoyed again this year, Guinness will lead the celebration, slowly, each pint of Guinness stout leaves behind bringing together their brewers in Dublin, Guinness a foamy mustache after the first sip. And this adorers and a new set of drinkers, with their year, the ’stache will again be Guinness’ symbol iconic beers. The brand is a distinct part of St. for building bonds. Leading into St. Patrick’s Day, Patrick’s Day tradition, so be sure to build displays Guinness will donate $1 to charity (up to $100K!) and decorate your account using thematic POS. for every photo shared with @GuinnessUs using Guinness St. Patrick’s Day programming will be #StacheForCharity on social media. Leverage supported by digital and social media advertising Guinness’ suite of POS featuring the charitable as well as TV ads which will kick off the first week campaign and have consumers share pictures of of March with, the heaviest weighting during the their ’staches – self-grown, Guinness-enhanced or holiday week. drawn-on – on social media. Last year’s successful Give A ’Stache campaign raised $100K for Hurricane Harvey relief efforts.