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Home , Guinness, NASCAR Mexico, Seasonal packaging, Signature (whisky)

Fall 2018 | V.25

NUNO

TELESDIAGEO CO.

Delivering Excellence Seasonals Rethinking Retail New Products Programs DHARMA TAMM OF ROGUE & SPIRITS | FALL SELECTIONS | DRAUGHT QUALITY Letter toTHE TRADE HIS SUMMER WE’VE HAD SOME oppressively hot weather, and with it In This T comes a need for cold refreshment. ISSUE We know that session ales and are leading summer beer styles due to their lower alcohol content and easy-on- the-palate flavors, but with cooler temps Delivering the right around the corner, fall seasonals are already hitting taps and store shelves. Taste of Excellence ���������������1 Nothing beats fall in New Hampshire with Cover Story �������������������������2 visitors arriving from all over the world to view our brilliant fall foliage, as the landscape changes hues right before Brewer Highlight �����������������4 our eyes. The cooler days of autumn encourage us to spend time outdoors, and the crisp fall nights are perfect for a hearty brew. Below are a few brew- & Craft Beer worthy events being held this autumn season in the Granite state. and Shoppe ���������������5 The 20th Annual Chili Challenge & Brews at Waterville Valley Town Square will take place on Saturday, September 29th from 12-4PM. Area restaurants Old School Bar & Grill ���������6 compete in Town Square for the title of “best chili around”. Admission fee covers generous samples of each chili and a ballot for voting. Plus, guests can enjoy beer tastings and a free outdoor concert featuring The Uncle Steve Band. New Products ���������������������7 Columbus Day weekend is a perfect time to enjoy some fall festivities. Patrons will get a taste of the Bavarian Alps during the White Mountain Seasonal Selections �������������9 Oktoberfest at Loon Mountain, Saturday, October 6th and Sunday, October 7th. Patrons can have fun at the region’s largest celebration of Available Year-Round German food, drink, and music. This festival perfectly coincides with the fall Perfect for the Season ������� 14 foliage season, so guests will enjoy beer and brats alongside stunning views of New Hampshire’s White Mountains. Programs ������������������������� 14 Over on the other side of the mountains, also on Columbus Day weekend, is Attitash Mountain Resort’s 21st Annual Oktoberfest which is another great venue. The two-day event will feature traditional Bavarian music from Rethinking Retail �������������� 21 the world renowned King Ludwig’s Band, authentic German fare as well as a Biergarten featuring 20 different local and regional serving a host of seasonal and ciders. On November 4th, at the Pats Peak Oktoberfect Ski & Snowboard Sale, guests can enjoy King Ludwig’s Bavarian Band, German food, a beer garden, kids’ activities and a woodsmen show. Pats Peak also has their annual Ski & Snowboard sale going on, selling new and used equipment and accessories at great prices to get folks geared up for the ski season. The fall season might conjure up thoughts about the start of school or football season, but for us, this time of year is all about beer. Amoskeag has all your favorites from pumpkin ales and smoked porters to hard ciders and many more… these fall beers deserve a spot in your lineup all season long. Check out our seasonal selections on page 9. As always, we thank you for your business.

Tom Bullock Ed Murphy Chairman of the Board President Heady Times is published four times a year, courtesy of Amoskeag Beverages. DeliveringTHE TASTE OF EXCELLENCE Find Out More About Amoskeag’s Employees Mike Barrington Purchasing Specialist How long have you been in the beer biz? Since 1989. After I graduated from Keene State with an engineering degree, I couldn’t find a job. I started loading beer trucks part-time at night. Fast forward 29 years and I’m still in the beer business. I’ve done everything from driving, recon, inventory management and now I am the Purchasing Specialist. What are some of the changes you’ve seen over the years? Technology has changed the way we do business. Years ago when I ordered beer, I filled out an order form, put a stamp on it and mailed What’s the one food you can’t live it to the . Two months later our beer got delivered. Now, it’s without and what is your favorite beer to all done online and we use tools to help with accuracy and for shorter pair with it? A turkey club; everywhere I go ordering windows. with my wife, I check the menu to make sure What do you like to do for fun in the fall? There are some great they offer a turkey club. It annoys the heck logging trails up north that we like to bring our dogs to. I also rent a out of her, but that is one of my favorites. I’d cabin in Maine to enjoy the outdoors in autumn. wash it down with Coors Light! Kate Yarris Receptionist How long have you been with Amoskeag Beverages? I just had my one year anniversary. What does your job entail? I’m the first person to greet guests at Amoskeag, whether it’s in our lobby or over the phone. Every day is a little different for me, from invoicing, taking orders, fielding calls & questions, and directing folks to where they need to go, I never know what my day will be like. What do you like most about your job? I like that my job is fast paced and each day is unique. I also enjoy meeting our customers and encompassed in a charcuterie and cheese suppliers. I’ve even reconnected with a few people from my days in Ohio, board. I love salty meats like salami, where I worked for a company over 14 years ago. prosciutto and ham with cheeses such as bleu, chèvre, and cheddar along with Do you have any fall traditions? After a hectic summer, my family breads, crackers, fruit and veggies. Every and I like to go camping in autumn. The scenery in New Hampshire is time we camp, we have “happy hour” that amazing and the weather is usually perfect. It’s a great way to spend includes a meat and cheese board that time with one another. pairs so well with a Two Roads Clementine What’s the one food you can’t live without and what is your Gose or Sauvignon Blanc Gose. I love their favorite beer to pair with it? I couldn’t live without all things Tanker Truck Sour Series!

www.amoskeagbeverages.com HeadyTimes v.25 1 CoverSTORY Under New Management Nuno Teles Takes the Reins for & Ice in the USA HEN IT WAS ANNOUNCED IN And with the upcoming August opening of February that Nuno Teles, former the new Guinness Open Gate Brewery and W Chief Marketing Officer at Heineken House in Maryland, has the USA, had been tapped to be Diageo Beer Co. perfect opportunity to showcase beers like USA’s next president, the industry consensus Guinness Blonde and experimental brews was that the new hire was a homerun. With to American drinkers, who have a reputation fourteen years of international experience for trying new and bold beers. “The U.S. in Portugal, the , Brazil and is certainly one of the most dynamic and America, Teles brings a unique skillset to exciting beer markets in the world right now, a portfolio that has already seen net sales and our whole operation in Maryland is grow at a considerable clip. In his arsenal geared toward innovation,” explains Teles. Nuno Teles holding iconic Guinness Gilroy poster are two of the industry’s most trusted brands “Since we have three brewhouses on site (Guinness and Smirnoff Ice), authentic stories about quality and heritage in Maryland, we really have the liberty to and consistent programming in both the on and off-premise. try out some interesting stuff, especially through barrel-aged brewing.” Heady Times sat down with Teles for an exclusive interview to learn more about what he sees on the horizon and how he plans to build upon his brands’ momentum. ’m joining Diageo Beer Co. at an incredible time,” says Teles, who spent more than a decade working his way up Heineken’s ranks. “Over “Ithe past four years, Diageo has grown considerably, with Diageo Beer Co. USA net sales growing 4.4% in [the first half of 2018].” But with all this success, Teles maintains that to continue this growth, his team “must focus on building momentum in a sustainable way.” Of course, challenges persist. Especially in today’s beer market, as we’re seeing more breweries Visitors to the new Guinness Open Gate Brewery and Barrel House pop up every day. Whereas other brands might can sample experimental brews see this as a threat, Teles sees opportunity. “Consumers are looking for great-tasting beer This distinction is important to Teles and with provenance, heritage and storytelling. Diageo, as they have no plans to brew Guinness has stood the test of time, as they’ve their world-famous at the Maryland been brewing great beers for 259 years.” The data location. “All the Guinness stouts that supports Teles’ claim. While many on-premise Americans have come to accounts are in the grip of “rotation nation” fever, love will still be brewed Guinness Draught remains one of the strongest tap handles in the in .” The new business, with lasting power and consistency that other brands would, brewery will be home quite frankly, kill for. to Guinness Blonde, as well as “some pretty “The way we view it is, brands don’t stick around for more than two exciting releases that centuries without being loved,” says Teles. “We’ve found that people like you wouldn’t necessarily to feel connected to the beer they’re drinking. So, when they’re reaching expect from Guinness.” for a pint of Guinness, they’re not just getting a beer, they’re also Guinness Blonde itself reminded of the roots, heritage and history that come along with it.” has been an important initiative for Teles It’s true that when people think of Guinness, most and his team. Whereas some American think of Guinness Draught. But what even the most drinkers might be unenthusiastic about ardent beer fan might not know, is that Guinness stouts, and associate Guinness solely with Draught, as we know it today, was not available until those dark, roasty styles, Guinness Blonde 1959. In the years before Guinness Draught caught creates a new opportunity. With Guinness fire, the brewers made their name creating many Blonde, retailers can now play off the different porters and stouts. Innovative craft brewing reliability of the Guinness brand name, has always been in Guinness’ DNA and Teles believes and sell an American style that is that tapping back into the company’s creative roots is Guinness’ world-famous stouts are much more recognizable and accessible to brewed in one of the ways Diageo stays ahead of the game. beer drinkers on this side of the pond. 2 HeadyTimes v.25 www.amoskeagbeverages.com CoverSTORY What’s New for Diageo? With some of the most familiar and recognizable brands in the industry, Diageo continues to push the with new products. Here are just a few of their new and innovative offerings.

Smirnoff Raspberry Rosé Spiked Sparkling Seltzer “We are a leader in hard seltzer and Smirnoff Flavored Malt Beverages, the segment is absolutely on fire,” says another cornerstone of Diageo’s portfolio, Nuno Teles. On developing their new are continuing to dominate a category Raspberry Rosé Spiked Sparkling Seltzer, that increasingly has a long, bright future. Teles says, “We know from experience “Smirnoff Ice was one of the originators that people look for flavorful drinks, so of the [FMB] category and is still growing for the seltzer segment, we will continue volume and share, as it’s currently the #2 to bring on-trend and innovative flavors.” FMB brand,” says Teles. Diageo’s strategy with Smirnoff FMBs remains the same, bring value to consumers with quality liquids and a brand they trust. That simple yet hyper-focused game plan has won the hearts (and stomachs) of many new Guinness Gilroy Cans customers. “As we launch new products, we’ve seen our consumer base expand Guinness’ beloved Gilroy cans will and become more diverse, which is return this fall. This year’s 14.9 oz exciting. We’ve evolved to a more even cans, adorned with a celebration of split between male and female drinkers, Guinness’ rich history, will feature and with seltzers, we’re attracting new ostrich artwork from the 1930s. consumers who may be focused on being mindful of things like calories and carbs.” This year Teles and his team launched a new brand: Smirnoff Ice Smash. With flavors like Lemon+Lime, Peach+Mango Redesign and Screwdriver, these 23.5 oz. cans are familiar flavor combos dialed up (8% ABV) Diageo’s traditional pale to wind up for a party or wind down at the lager is getting a brand-new end of the day. “With such high demand look! The new graphics and for higher-ABV, single serve cans, we think tasting notes featured on the Smash has fantastic potential,” says Teles. package are sure to engage “The can format opens up a new occasion and attract new consumers. for consumers looking for convenience.” With renowned brands like Guinness and Smirnoff, consistent programming and authentic stories about quality and heritage, Teles is set to deliver on Diageo Beer Co.’s high ambitions. “We’re a leader,” says Teles. “For us, the secret to success is to continue to do what we’ve done since 1759, which is to make great products and share our story.”

www.amoskeagbeverages.com HeadyTimes v.25 3 BrewerHIGHLIGHT Dharma Tamm of Rogue Ales & Spirits OGUE ALES & SPIRITS, THE ONLY FARMER-BREWER-DISTILLER- cooper in the United States, was founded in Oregon in 1988 as one Rof America’s first microbreweries. Rogue has won more than 1,900 awards for taste, quality and packaging, and is available in all 50 states as well as 52 countries. Since 2008, Rogue has shared the terroir of Oregon by growing its own hops, barley, rye, wheat, honey, marionberries, cucumbers and pumpkins and using those ingredients in their beers. Rogue’s General Manager Dharma Tamm oversees sales, marketing and operations. The Stanford mechanical engineering grad left behind his days of drone-building and robot making to work in innovation at Anheuser-Busch. After nearly a decade at AB, he met current Rogue President Brett Joyce, who convinced him to join the Rogue team. Here are 10 things Dharma Tamm wants you to know about Rogue Ales & Spirits. 1. After 30 years in business, Rogue Ales & Spirits is still 100% independently owned. 2. In 1988, Rogue opened a brewpub on Lithia Creek in Ashland, 7. Ingredients for Rogue beers and Oregon. This is where American Amber , Oregon Golden and spirits are grown at Rogue Farms in Shakespeare quickly became popular. Pretty soon, Jack Joyce, Independence, Oregon, just 77 miles founder of Rogue, realized he needed a second location. Joyce from its World Headquarters in Newport, struck a deal with Mohava Niemi, a.k.a “Mo” (founder of the famous Oregon. “The best beers come from Newport institution Mo’s Restaurants) who had a good idea for the the best ingredients, and the best next Rogue brewpub. ingredients are those you know and grow 3. Mo offered to rent Joyce the vacant storefront under her apartment, yourself,” says Tamm. “We are sharing a under the condition that Rogue “feed the fishermen,” which is taste of Oregon terroir with each brew.” Mo’s shorthand for giving back to the Newport community. Rogue 8. Pumpkin Patch Ale, which will be continues to literally feed the fishermen in Newport and supports the released in September, is created using communities around its through the Rogue Foundation and the fresh pumpkins grown at Rogue Farms Jack Joyce Scholarship. In 2017, Rogue gave over 225,000 to local in Independence, Oregon. When the nonprofit organizations. In each Rogue pub, a photo of a naked Mo in pumpkins ripen, they are hand-picked a bathtub, hangs on the wall to honor her legacy. by Rogue employees, loaded into a 4. Dead Guy Ale has been Rogue’s flagship beer for over two decades. farm truck and immediately driven to It’s a German Maibock-style ale made using the brewery’s proprietary the brewery in Newport. There, the Pacman . Deep honey in color, with a malty aroma and rich, pumpkins are cleaned, chopped by hand hearty flavor, Dead Guy Ale has been winning awards and receiving and roasted in a repurposed pizza oven, accolades for years. This year, it was awarded a Platinum medal at before being placed into the brew kettle. the World Beverage Competition. 9. There are nine Rogue brewpub locations, 5. During September and October, Dead Guy Ale (the quintessential eight in Oregon (Newport, Portland, brew) will feature innovative, all-black packaging, with the Astoria and Independence) and one in iconic Dead Guy skeleton printed on the packaging in “glow-in-the- Issaquah, Washington. dark” ink. 10. It’s 3,130 miles from the Rogue World 6. Dead ’N’ Dead is Dead Guy Ale aged in Dead Guy Whiskey . Headquarters in Newport, Oregon to One of Rogue’s most exclusive beers, Dead ’N’ Dead is available in Amoskeag’s warehouse in Bow, New limited quantities in September and October. The beer epitomizes Hampshire. “There’s nothing like Rogue’s do-it-yourself philosophy: Dead Guy Ale (without hops) is having a Dead Guy Ale on the Oregon distilled into Dead Guy Whiskey and aged in American oak barrels. Coast,” says Tamm. “Come see us Once Dead Guy Whiskey is bottled, Dead Guy Ale (with hops) is aged in Newport, so we can show you our in the whiskey barrels, soaking in the rich, complex malts and clean brewery, distillery & cooperage and share vanilla finish of Dead Guy Whiskey. our stories.”

4 HeadyTimes v.25 www.amoskeagbeverages.com Off-PremiseSPOTLIGHT Barley & Hops Craft Beer and Wine Shoppe ARLEY & HOPS CRAFT BEER AND WINE SHOPPE IS A DESTINATION for craft beer and wine. It also houses The Dessert Bar which Bserves up Chris’ Wicked Ice Cream, an award winning adult treat made with beer. Located in the Lorden Plaza on 101A in Milford, Barley & Hops is the perfect place for beer lovers to explore. Heady Times journeyed out to this bright and spacious shop adorned, with barley plants growing outside the front door and spoke with owner Chris Perry to find out what keeps customers coming back to his store. Heady Times (HT): Give us a little background information on yourself. Chris Perry (CP): I’m a New Hampshire native and a UNH grad. I’ve been a beer guy for over 20 years, spending time homebrewing and following the trends in the industry. I also worked in the ice cream segment. So after doing a little experimenting, adding beer to ice cream, something magical happened. Beer ice cream! That’s how Chris’ Wicked Chris Perry, owner Ice Cream was born. I started with an IPA sorbet and a ice cream featuring products from Smuttynose Brewery eventually needed a place with every purchase they make, earning to make my alcoholic ice cream. While looking for real estate, I decided free stuff. Our Regulars learn all about to open a craft beer and wine store in the same location. Barley & Hops the amazing events we’ve got on tap, new has been open since May 2016. arrivals, and limited products before the HT: Other than Chris’ Wicked Ice Cream, what other products do rest of the world does. Folks can sign up you sell at Barley & Hops? on our website, or swing by the store to be added to our program, which has over CP: We’re a craft beer store. We sell local beers and we pride ourselves 2,000 members. on having the best beer offerings around. New Hampshire brewers, Great North Aleworks and Moat Mountain are huge sellers for us. I like to say, I’ll give any NH brewer a shot in my store. Barley & Hops has over 500 different beers in a variety of packages from 12 oz. and cans to 22 oz. bombers, logs and . Our 25’ x 16’ walk-in beer cave is the perfect beer drinking temperature and is stocked with a full assortment of craft, domestic and imported beers and ciders. The wine selection is top-notch as well. We carry all the supplies needed for homebrewing, including complete beer brewing equipment kits, fermenters, carboys, grain , brewing pots, bottle caps, and bottles. We also have a full supply of raw materials, including malt and malt extract, priming sugars, corn sugar, and chilled hops and yeast. HT: Do you use social media to connect with your customers? CP: Yes, we’re active on Facebook, Twitter, Instagram, and Untappd which has the world’s largest community of beer enthusiasts — over 7 million downloads! We have a menu board and we live stream Untappd in the store. Arguably no thing is better for brand promotion than social media. We also have an incredible loyalty program called, Our Regulars. HT: Tell us about your loyalty program? CP: A beer and wine loyalty program can mean different things to different people. For Norm and Cliff on Cheers, it meant getting the same stool at the bar every night. For Barley & Hops’ loyal customers, we’ve got a rewards program called Our Regulars. They earn points

barleyhops.beer • 614 Nashua Street, Milford • 603-249-5584

www.amoskeagbeverages.com HeadyTimes v.25 5 On-PremiseSPOTLIGHT Old School Bar & Grill UKE AND LAUREN EBERHARDT MET 10 YEARS AGO, while working at a local seafood restaurant. Putting in L long hours, the young couple thought, “why should we work for someone else? Let’s open our own place.” They partnered up with Paul Tokanel and opened Old School Bar & Grill. As head chef, Luke is also the mastermind behind each locally sourced item on the menu. The Salem High grad participated in the school’s longstanding culinary program before earning a degree from Le Cordon Bleu College of Culinary Arts in Boston. Old School is celebrating its two year anniversary, it’s no wonder this hot-spot, with a prime location right off route 93 at exit 2 in Windham, and has Owners Lauren & Luke Eberhardt customers coming back for more. Heady Times (HT): How did you come up with Old School’s interior we’re all about the flavors of the season. design? Roasted butternut squash, apple glazed pork chops and warm apple crisp are Lauren Eberhardt (LE): We like anything with a motor, Harley’s, always popular. Folks enjoy listening to live snowmobiles, old cars and it shows in our décor. On display in the bar is music on the patio or watching football and a 1994 Harley Davidson Moo Glide, which is a cross between a Fat Boy enjoy a festive beverage like a cinnamon and a Heritage. We’re huge New England sports fans too, so we show sugar-rimmed pint of Angry Orchard. our pride with lots of sports signage and memorabilia. HT: How did you come up with Old School’s hours of operation? LE: We pride ourselves on serving a full menu until 30 minutes prior to closing. Coming from the service industry, we realized there aren’t many quality foods offered late at night. Our bar closes at 11PM Sunday – Wednesday and 12AM Thursday – Saturday, which means you can sit down and have a drink and a nice meal as late as 10 – 11:30PM most nights. It’s pretty great. HT: We hear you have a fantastic Happy Hour. LE: For folks looking for the perfect place for an after-work meeting with friends or a pit stop on the way home, the happy hour options at Old School Bar & Grill are plentiful. Sunday – Thursday from 3 – 6 PM we offer $2 off mixed drinks and martinis and $1 off beer and wine. We also have a specially priced appetizer menu that includes favorites like our renowned OMG Nachos and Sweet Pickle Chips for only $5. HT: Tell us about your beer selection? LE: We believe a good beer list will give you the sense that someone cared enough to think about it, that each beer has its purpose and nothing was simply tossed on at random. With 10 draught lines and 6 of them rotating, we offer something for everyone. Sam Adams ’76 has been a big seller and Blue Moon Belgian White is always top mover. But transitioning into cooler weather, we’ll be pouring fall favorites like Sam Adams Octoberfest, Jack-O Traveler and Great North RVP soon, just to name a few. HT: Which fall favorites will we find on your menu? LE: We’re a comfy, casual, local place where you can get an amazing Filet Oscar or a small plate of homemade chicken tenders. Our menu offers hearty meals and lite bites too! But when the cool weather arrives,

oldschoolbarandgrill.com • 49 Range Road, Windham • 603 458-6051

6 HeadyTimes v.25 www.amoskeagbeverages.com NewPRODUCTS Lone Pine Brewing Company Prospect Ciderworks Lone Pine Brewing Co. was founded Founded in 2016, in 2016 by John Paul and Thomas Prospect Ciderworks Madden. Lone Pine started in the is a team of urban Easy Bayside of Portland, Maine cidermakers focused brewing on a 5bbl system, and on offering a new has scaled enormously over its perspective on cider. short life by recently purchasing Prospect uses modern Sebago Brewery’s brewing facility cider making methods in Gorham. Lone Pine is known for their to create refined, Portland Pale Ale, as well as highly sought after innovative, and juicy Tessellation Double IPA. Lone Pine is excited unfiltered cider for their fans and friends. Ciders to branch out beyond the state of Maine and are made with Belgian brewer’s yeast and culinary offer new and exciting releases with an ability apples pressed in Stow, MA. Prospect Ciderworks to expand and diversify their product line into believes in collaboration, in elevating cider, and in New Hampshire. giving back to the community. Lone Pine Prospect Ciderworks Sidro Portland Pale Ale Sidro is Prospect Ciderwork’s flagship This is Lone Pine Brewing Company’s cider. Crafted with New England varietals flagship pale ale, which carries a and a blend of Belgian saison yeast, bright, clean body, with stone fruit Sidro walks the line between big apple and ripe citrus flavors from heavy flavor and crushability. The name “Sidro” late addition hopping. ABV: 5.2% comes from a chance realization: it means Packages: 16 oz. cans and draught “anchor” in Bosnian and “cider” in Italian. Availability: Year‑round, beginning ABV: 5.4% Packages: 16 oz. cans and in August draught Availability: Year‑round, beginning in August Lone Pine Brightside IPA Prospect Ciderworks Paradise Lone Pine’s American IPA balances a subtle malt character with Paradise is an ode to a Belgian witbier. smooth, clean bitterness and It is a blast of citrus with a dry finish and layers of complex citrus zest, is often a favorite for its distinctive flavor. tropical fruit, and pine. ABV: 7.1% Prospect Ciderworks steeps this cider Packages: 16 oz. cans and draught with grains of paradise and orange peel Availability: Year‑round, beginning after fermenting with a Belgian ale yeast. in August ABV: 6% Packages: 16 oz. cans and draught Availability: Year‑round, beginning Lone Pine in August Tessellation Double IPA Prospect Ciderworks Lone Pine’s 100% Mosaic hopped Missing Link double IPA stands bright, but with a strikingly soft and rounded mouth When Prospect Ciderworks thinks of feel. Heavy whirlpool and dry hop hops, they think bitterness. Missing additions showcase the complex Link introduces alpha acids to the Mosaic hop aromatics of blueberry, cider drinker via a “truly hopped” mango, and juicy, overripe peach. session beverage: slightly bitter and dry ABV: 8.1% Packages: 16 oz. cans hopped with a rotating blend of hops. and draught Availability: Year‑round, ABV: 4.8% Packages: 16 oz. cans and draught beginning in August Availability: Year‑round, beginning in August

www.amoskeagbeverages.com HeadyTimes v.25 7 NewPRODUCTS Truly Spiked & Sparkling Rosé Woodchuck Bubbly Rosé Truly Spiked & Sparkling is giving drinkers a This bubbly, fruit-forward, blush cider whole new way to rosé! With a hint of the is made with a blend of red apples of rosé flavor and pink hue you know and delivering a crisp, smooth finish. love, and less sugar than many rosé , ABV: 6.1% Package: 12 oz. cans only Truly Rosé is sparkling, fun and available Availability: Year‑round, beginning in a ready-for-anything slim can. Meant in August to be enjoyed all day long – from beach to bar – without sacrificing refreshment, great taste, or your wellness routine. ABV: 5% Package: 12 oz. slim cans only Mikes Hard 2/12 Can Variety Availability: Now, year‑round Pack Refresh With Summer in the rearview mirror, Mike’s is taking Redesign the time to re-design their Flavors of America package, which features Lemonade, Black Cherry, Strawberry Harp Lager has a new look! The new Harp six and and Peach, to give it more consistent, less seasonal 12-pack packaging includes sharp, new graphics look. Mike’s Hard Lemonade is the #1 FMB in the and prominent tasting notes to engage and attract food channel, and Mike’s Variety Pack cans are new consumers. Availability: Year‑round, beginning delivering profits at retail +36.7% in dollar sales in August and +31.5% in volume sales CYTD through June. Availability: Year‑round, beginning in September

Crispin Rosé Slim Cans Woodstock Inn Moody Brew Pale Ale Crisp fall weather calls for the fresh, fruity taste of rosé. And now drinkers can enjoy Crispin Rosé Hard Cider at Moody Brew New England Style IPA, is a hazy, unfiltered even more places with the new 12 oz. cans. Whether IPA which features low bitterness, and amazing hop you’re at the park, in a stadium or just relaxing on a aroma. Brimming with Vic-Secret and Mosaic hops, this patio, these slim cans are the perfect pairing for your beer smells amazing. ABV: 6.7% Packages: 16 oz. outdoor occasion. ABV: 5% Package: 12 oz. cans only cans and draught Availability: Now, year‑round Availability: Year‑round, beginning in September

8 HeadyTimes v.25 www.amoskeagbeverages.com SeasonalSELECTIONS When Demand Exceeds Supply Blue Moon Harvest Pumpkin Ale Many of our craft seasonal and specialty releases are available in limited quantities. Breweries only produce a Nationally recognized as a seasonal favorite, Harvest certain amount of their specialty beers and Amoskeag does Pumpkin Ale returns with the autumn flavors we’ve all all they can to get as much product as possible. In addition, grown to love. Crafted with this magazine is compiled months prior to the decision made real pumpkin and harvest by the brewery to allocate their products to the wholesaler. spices such as cinnamon, Variations in production for some of these limited release nutmeg, cloves and allspice, offerings will fluctuate, resulting in lower quantities than this seasonal favorite anticipated. If you are interested in something you see in delivers a taste any autumn this publication and it is out of stock when you place your zealot will enjoy. ABV: 5.7% order, please contact your Amoskeag Beverages sales Packages: 12 oz. bottles and representative to discuss a similar product. draught Availability: August

Leinenkugel’s Oktoberfest Redd’s Pick More Pack Leinenkugel’s is tapping into their This season, Redd’s invites consumers to “Pick More” German heritage with their seasonal with their new 15-pack can variety. At the same price Oktoberfest. Honoring six as their standard 12-pack, the Pick More Pack offers generations of German brewing even more refreshing beer for the perfect price. The traditions, this Märzen-style variety includes: Redd’s Apple, Cranberry and Black beer has a toasted malt flavor Cherry, guaranteeing even more flavor for everyone. and subtle, spicy hop notes that Availability: September make it perfect for celebrating fall. ABV: 5.1% Package: 12 oz. bottles only Availability: August Leinenkugel’s Berry Shandy Harvest more flavor this season with Leinenkugel’s new Berry Shandy. This crowd- pleaser delivers up-front, Allagash Brett IPA refreshing, berry sweetness with a subtle, citrus finish. During transport overseas, early IPAs were ABV: 4.2% Packages: 12 oz. stored in wooden barrels. In these barrels bottles and 12 oz. cans – beer experts suppose – some ales were Availability: September naturally inoculated with Brettanomyces, a form of wild yeast. Brett IPA plays Leinenkugel’s off this piece of brewing lore by pairing Shandy Sampler Pack Brettanomyces (a yeast that exhibits itself as ripe fruit rather than strong funk or sourness) Keep your shandy season going with multiple varieties of fruit-forward hops. with the new Leinenkugel’s Aromas of citrus, pineapple and passion Shandy Sampler Pack. Each fruit meld into tropical flavors that pair 12-pack features a mix of shandy nicely with the beer’s lightly hopped body. Maris beers, including Pomegranate Otter, Munich malts and raw wheat balance the floral Shandy, Berry Shandy, Orange barrage of Bravo, Cascade, Amarillo, Centennial, Citra Shandy and Grapefruit Shandy, and Galaxy hops. By finishing with a mix of pleasant delivering flavor, refreshment bitterness and tropical fruit, Brett IPA ushers brewing and something for everyone. history into the present. ABV: 7.1% Package: 12 oz. Availability: September bottles only Availability: September

www.amoskeagbeverages.com HeadyTimes v.25 9 SeasonalSELECTIONS Samuel Adams Octoberfest Shiner Oktoberfest In 1810, the Oktoberfest tradition was born With new packaging this year, when Munich celebrated the Crown Prince’s Shiner’s classic and festive wedding with a special beer and 16-day party. Märzen-style ale uses traditional Sam Adams’ take on the style blends hearty German malts for a rich malts for a deep, smooth flavor with notes flavor and a dry, moderately of caramel that’s perfect for the season, hoppy finish. ABV: 5.7% or whatever you’re celebrating. ABV: 5.3% Package: 12 oz. cans only Packages: 12 oz. bottles, 12 oz. cans and Availability: August draught Availability: August Samuel Adams Craft Variety Craft drinkers want cans and Dogfish Head Punkin Ale Sam Adams delivers in their A full-bodied brown ale with smooth hints of fall can variety pack. The mix pumpkin, brown sugar and spice, Punkin Ale includes three style that are is brewed with real pumpkin, brown sugar, sure to satisfy: Sam ’76, a allspice, nutmeg and cinnamon. Medium perfect union of lager and ale; amber to copper in color, Punkin Ale exudes Red Lager, a hearty malt- aromas of cinnamon, allspice and nutmeg. forward style whose crimson Slightly spicy with notes of color matches the foliage and cinnamon, brown sugar Dunkelweizen, a unique and flavorful, hearty and pumpkin, amber wheat beer. Availability: August Punkin Ale is medium-bodied Samuel Adams Beers of Fall with smooth lingering Samuel Adams fall bottle variety has new, bright, clean spices. ABV: 7% packaging, which will increase visibility and is consistent Packages: 12 oz. with core seasonal packaging. This seasonal bottle bottles and draught mix includes four exclusive beers and two brand new Availability: August styles, which will appeal to a wide range of drinkers and Dogfish Head 120 Minute IPA seasonal occasions. Included in this variety pack are: Boston The holy grail for hopheads, 120 Minute IPA Lager, Octoberfest, Harvest is continually hopped with high-alpha hops Pumpkin, Black Lager, throughout the boil, dry hopped, then aged on a Spruce Tip Lager and Coffee bed of dry hops. Slightly hazy and deep orange Pale Ale. Availability: August in color, this brew smells of sweet citrus, piney and floral hops. It’s almost candy-like, with a hoppy flavor and some hop resin character. Since its first release in 2003, 120 Minute Jack-O Traveler IPA has been a fan favorite and is ranked An alluring wheat beer illuminated by Business Insider as one of the 17 most by the tastes of fall, Jack-O Traveler sought-after beers in America! ABV: 15-18% strikes a perfect balance between Packages: 12 oz. bottles and draught bright refreshment Availability: Limited quantities in September and seasonal spice. It’s made with real pumpkin for a delicious, dark- hued, shandy-inspired beer. ABV: 4.4% Package: Draught only Availability: August

10 HeadyTimes v.25 www.amoskeagbeverages.com SeasonalSELECTIONS Harpoon Flannel Friday UFO Leaf Peepin’ Mix Pack Flannel Friday returns – with a new look! This Fall is the perfect time for hoppy amber ale is Harpoon’s tribute to the getting outside! Go on a quintessential season of change. A bright hike, climb that mountain, hop aroma from late hop additions plays see the leaves change with its strong malt backbone. Amber and make sure you take hued and medium-bodied, with hints of this mix pack with you! citrus and pine, this ale is made for the This autumnal UFO can crisp days (and nights) of fall. Same great mix includes: UFO White, beer – new, fresh flannel!ABV: 5.7% Pineapple, Raspberry and Packages: 12 oz. bottles, 12 oz. cans and Pumpkin. Happy leaf peepin’! draught Availability: August Availability: August Harpoon Octoberfest Harpoon Octoberfest is rich, flavorful and malty, balanced by a gentle hop Clown Shoes Pecan Pie Porter bitterness. In keeping with tradition, it is a Marzen-style beer, brewed Mid-day settles deep in Mongolia. Genghis Pecan, with abundant quantities of Munich, blindfolded, guides a group of freak show turkeys chocolate and pale malts. Those malts gifted with barrel dancing skills. Why? Who knows, provide a solid, full body and create the but they aren’t smuggling hobbits. This year’s beer’s deep color. This beer is the perfect Clown Shoes Pecan Pie Porter refines the tribute to fall. ABV: 5.3% Packages: 12 oz. classic recipe and is perhaps the best version bottles, 12 oz. cans and draught Availability: August yet, barrel aged 100% in premium bourbon barrels. ABV: 10.5% Packages: 22 oz. bottles Harpoon Tailgater Mix Pack and draught Availability: Limited quantities August Fall is loaded with football, concerts, foliage and more football. These were the occasions Harpoon had in mind when they came up with the Tailgater Mix Pack. This year’s variety includes: Rogue Dead ’N’ Dead Harpoon IPA, Flannel Aged in Dead Guy Whiskey barrels, Dead ’N’ Friday, Octoberfest, Dead is the evolution of Dead Guy Ale. The and House Golden. barrels enhance the robust malt and hop This mix pairs perfectly profiles of original Dead Guy Ale. The ale soaks with your next tailgate! in hints of oak and whiskey, while maturing Availability: August over several months at the Rogue ocean aging room. ABV: 8.2% Package: 22 oz. bottles only Availability: September UFO Pumpkin Rogue Some people say pumpkins are fruit. Others say pumpkins are vegetables. Pumpkin Patch Ale UFO says ...they’re tasty! This fall-spiced This beer is created with pumpkins grown hefeweizen is brewed with at Rogue Farms in Independence, Ore., pure pumpkin – a truly which pumpkins are hand picked, loaded delicious fruiveggie! into trucks, driven immediately 77 miles ABV: 5.9% to Rogue’s brewery in Newport, Oregon, Packages: 12 oz. quickly roasted and pitched into the bottles, 12 oz. brew kettle. ABV: 6.1% Package: 750ml cans and draught only Availability: September Availability: August

www.amoskeagbeverages.com HeadyTimes v.25 11 SeasonalSELECTIONS Sierra Nevada Oktoberfest Guinness 200th Anniversary This year, Sierra Nevada partnered with Export Stout Bavaria’s Weihenstephan, the world’s oldest It’s coming back! And it will be your brewery, to create an American take on last chance to get your hands on the classic German Oktoberfest. A malt this 200th Anniversary Stout! backbone is balanced by the subtle hop Smooth and robust, with a deep character in this crisp, clean and drinkable roasted character, this stout is crowd-pleaser. Nothing captures the spirit brewed with black patent malt of celebration like a beer among friends. and inspired by the first Guinness ABV: 6% Packages: 12 oz. bottles and import to America in 1817. draught Availability: July ABV: 6% Package: 12 oz. bottles only Availability: Late August Sierra Nevada Fall Pack Fall is a season defined by Guinness Gilroy change, so Sierra loaded Ostrich Cans this mixed 12-pack to More Gilroy imaging is gracing Guinness cover whatever the weather cans to continue the celebration may bring. Highlighting a of Guinness as a brewer with rich range of flavors including history. Package: 14.9 oz. cans only the peppery spice of rye, Availability: August citrusy hops and robust roasted malt, consider these beers their version Guinness Gilroy of fall foliage. Included in the variety Toucan Bottles pack are: Ruthless Rye IPA, Torpedo Extra Guinness is bringing the IPA, Vienna Lager and Tumbler Autumn Brown Ale. Gilroy imaging to 6-pack Availability: Now! bottles for consumers to collect and enjoy! Sierra Nevada Narwhal Package: 12 oz. bottles Imperial Stout only Availability: August Narwhal Imperial Stout is inspired by the mysterious creature that thrives in the deepest fathoms of the frigid Arctic Ocean. Featuring incredible depth of malt flavor, Woodstock Inn Autumn Ale rich with notes of espresso, baker’s cocoa, roasted grain and a light hint of smoke, Woodstock Inn Autumn Ale is a mild English brown ale Narwhal is a massive malt-forward monster. flavored with apples and cinnamon. The seasonal blend Aggressive but refined with a velvety smooth body and of spice highlights the crisp apple taste to stir up the decadent finish, Narwhal will age in the bottle for years tastes of fall. ABV: 4.3% Packages: 12 oz. cans and to come. ABV: 10.2% Packages: 12 oz. bottles and draught Availability: August draught Availability: Limited quantities in August

Woodchuck Spiced Apple This hard cider in the Woodchuck Hard Tank Series, is a balanced cider with notes of apple, bright cinnamon with a nutmeg finish. Woodchuck Spiced Apple is always naturally gluten-free, has no high fructose corn syrup and no artificial ingredients. ABV: 5% Package: 12 oz. cans only Availability: October

12 HeadyTimes v.25 www.amoskeagbeverages.com SeasonalSELECTIONS Mike’s Hard Ballast Point Pumpkin Down Tangerine Lemonade Scottish Ale with Pumpkin Mike’s Hard Tangerine Lemonade The caramel and toffee maltiness features a classic mix of tangerine of Ballast Point’s Piper Pumpkin with clementine and mandarin notes Down Scottish Ale is the perfect and of course, juice lemonade. The backdrop for a boatload of roasted taste is refreshing, juicy and full pumpkin. Just before bottling, of citrus flavor. The combination a subtle amount of spice is of fresh tangerines and lemonade added to complement, but not tartness delivers a nice, clean overwhelm, the earthy flavor. finish with just the right balance of ABV: 5.8% Package: Draught only sweetness and citrus. ABV: 5% Availability: September Package: 11.2 oz. bottles only Two Roads Roadsmary’s Baby Availability: September Roadsmary’s Baby is a traditional pumpkin ale with a Two Roads’ spin, it’s aged in rum Mike’s HARDER barrels for added complexity and depth Pineapple Punch of flavor. The result is a smooth drinking Mike’s HARDER limited-edition Pineapple ale, with notes of pumpkin, spices, vanilla, Punch has a beautiful pineapple and rum oak and a touch of rum. ABV: 6.8% aroma with hints of coconut and nutmeg. The Packages: 12 oz. bottles, 12 oz. cans and taste is smooth with refreshing pineapple and draught Availability: August tropical rum, balanced by the citrus of Mike’s classic lemon that you know and love. HARDER Great North Aleworks Pineapple Punch finishes clean with tropical Cranberry Wit coconut notes. ABV: 8% Package: 16 oz. cans only Availability: October Cranberry Wit is a new twist on an old favorite. Great North Aleworks started by brewing up a classic Mike’s HARDER Belgian-style witbier, with coriander and orange peel, Prickly Pear to which they added juicy cranberries. The result is Mike’s HARDER limited-edition Prickly Pear a lively, refreshing beer is a beautiful, dark red color, typical of ripe with a slightly tart finish. prickly pears, with an aroma that combines ABV: 4.5% Packages: 12 oz. prickly pear, bosc pear and citrus. The cans and draught taste is authentic pears, and the finish is Availability: September light, refreshing and clean. You don’t want to miss this one – get it before it’s gone! ABV: 8% Package: 23.5 oz. cans only Labatt Blue and Availability: October Labatt Blue Light Zubaz Cans Unleash the colors you bleed with limited edition Moat Mountain Zubaz-themed tailgate cans. New for 2018, consumers Flavah of the Day IPA will find red, white and blue Zubaz camo striped cans in select Labatt Blue and Labatt Blue Light Flavah of the Day is Moat’s IBU IPA with 30 packs. ABV: 4-5% Package: 12 oz. cans only a variety of rotating hops. This batch Availability: August contains: Southern Cross, Green Bullet and Citra Double dry hops. Flavah of the Day has a clean, soft mouthfeel with tropical fruit, pine, lemongrass and grapefruit. No lingering bitterness on the palate, with 3 pounds of hops per barrel, for supreme Flavah! #FearNoBeer ABV: 7% Packages: 16 oz. cans and draught Availability: September www.amoskeagbeverages.com HeadyTimes v.25 13 Available Year-Round PERFECT FOR THE SEASON Rogue Dead Guy Ale Wachusett Mass Soul In the style of a German Maibock, Rogue Channel your inner Mass Soul with this uses their proprietary Pacman yeast to luscious and delicious IPA. A ripe blend of create Dead Guy Ale. It’s deep honey in passion fruit, pineapple and other tropical fruit color, with a malty aroma and a rich, hearty notes complements the soft mouthfeel and flavor. ABV: 6.8% Packages: 12 oz. bottles, unique vibrancy of this medium, bodied brew. 12 oz. cans, 16 oz. cans, 22 oz. bottles ABV: 6.5% Packages: 12 oz. cans and draught and draught Wachusett Wally Jr. Rogue Hazelnut Wachusett’s first session New England IPA, Wally Brown Nectar Jr. has all the citrus character and hop backbone From the hazelnut capital of the United of Wally, with a more approachable ABV. States, this nutty twist on a European ABV: 4.5%. Packages: 12 oz. cans and draught brown ale was originally crafted by Rogue Brewmaster John Maier’s good friend and Ommegang Rare Vos avid homebrewer, Chris Studach. Hazelnut Brown Nectar offers a hazelnut aroma with a Ommegang Rare Vos is styled after the smooth, rich nutty flavor and a smooth malty finish. drinkable beers in a Belgian café just outside of ABV: 5.6% Packages: 12 oz. cans only Brussels: De Rare Vos, which is translated as “The Sly Fox”. The café was made famous as a starting point Magic Hat #9 for both pigeon and cycle races, thus the Rare Vos logo incorporating elements of both. Rare Vos pours a #9 is sorta, dry, crisp, refreshing, not quite bright copper hue, contrasting beautifully with a pale ale, whose mysterious and unusual big, creamy, white head. The nose offers palate will swirl across your tongue with orange blossoms and a touch of spice. subtle notes of fruit and a floral hop On the palate, the caramel maltiness bitterness. Beyond that, we dare not tell shines strongly, with little sweetness. you more, for with each sip, mysteries are The profile leans towards dry, fruity, revealed and still more questions raised. herbaceous and spicy notes. A beer ABV: 5.1% Packages: 12 oz. bottles, that’s easy to drink, yet offers plenty 12 oz. cans, 16 oz. cans and draught of taste. ABV: 6.5% Package: 12 oz. bottles only

Programs Refresh with Coors Light and Scott Zolak for Every Game Once again, The World’s Most Refreshing Beer is partnering with New Patriots Radio Network game day commentator, Scott Zolak, to give fans new ways to get more out of every game day. With the Coors Light Rewards app, consumers can earn their way to redeeming points for a video chat with Zo before the game each week throughout the season.

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Coors Light: The Climb Starts Here Once again, the World’s Most Refreshing Beer is partnering with college football commentator Kirk Herbstreit to give fans new ways to get more out of every game day. With the Coors Light Rewards app, consumers can earn their way to redeeming football gear, experiences and exclusive access with Kirk.

Coors Light Football On-Premise UBER Offer With the World’s Most Refreshing Beer, there’s more to get out of game day – even right around the corner at your local restaurant. From August through October, when on-premise customers spend $25 or more on Coors Light and food, they can text a picture of their receipt to receive a $10 UBER code and entrance for a chance to win exclusive college football experiences.

The Wild ’Stone Hunt The hunt is on! From September 1st to October 31st, Keystone Light consumers can participate in the hunt for the rare orange ’Stone can. Fans who find the orange ’Stone, can display their trophy on mount plaques found inside all Keystone Light packs. In addition to bragging rights, consumers can also score special ’Stone prizes online, including T-shirts, hats and coolers.

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Fire Up Your Beer with the Redd Devil Spice up the season with the Redd Devil. This fiery combination brings together two of fall’s most notable flavors: delicious, crisp apple and hot, spicy cinnamon. Next time you’re enjoying a Redd’s Apple Ale, be sure to pair it with a shot of cinnamon whiskey and fire up your beer!

Treat your customers this Halloween with the return of Ballast Point Craft Your Tailgate with Sierra Nevada Victory at Sea! Craft Your Tailgate continues sharing the Sierra Nevada story by Perfect for the bringing the handcrafted legacy of the brewery to tailgating season season, both at retail. This fall program, which runs throughout September & the classic version and the new October, includes a consumer text-to-win giveaway and targets cross- 2018 blend of High West Barrel merchandising displays to encourage shoppers to pick up all the Aged Ballast Point Victory at Sea essentials to create their own Sierra Nevada tailgate party! will make anyone’s Halloween a happy one.

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This fall, Guinness will help you become a destination for Halloween celebrations with thematic visibility, sampling and Half and Half drink ideas!

Guinness Harp Graeme Half & Halfs McDowell This exciting program has been Sweepstakes extended to the off-premise! In addition to the pubs, Guinness Harp and golfer Graeme wants to encourage consumers McDowell continue their to create their own Half & Halfs partnership throughout (Guinness layered on top of the fall with a text-to-win other favorite beers and ciders) sweeps, which includes at home and show off their a chance to win a VIP creations using #myhalfandhalf. tour of the new Guinness Explore the possibilities! brewery in Baltimore, Maryland! Consumers can enter to win now through October 31st.

Smirnoff Ice Football For a limited time, Smirnoff Ice will refresh consumer’s game day celebrations with football-themed, 6-pack packaging and a chance to win an ultimate watch party. The national text-to-win sweepstakes will run from September 1st through November 30th and offer one grand prize winner a chance to receive a flat screen TV and other game day essentials for an ultimate watch party!

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Corona is Ready to Score Big this Football Season Football season is back – and so is the Corona Gameday Hotline. After a successful debut season in 2017 that saw the hotline pull in nearly 150,000 calls and 50,000 sweepstake entries, year 2 is primed to be just as impactful with Tony Romo now quarterbacking the desk. This year’s program highlights include all new TV spots featuring Romo – the former standout quarterback and current TV analyst – all-new consumer Modelo Primed for promotion serviced through the Corona Gameday Hotline and breakthrough More Eye-Popping on and off-premise POS bundles including Spanish language tools and Corona Premier support. Growth During Football Ensure you’re ready to capture trade-up opportunities and meet the consumer demand for Corona, because the consumer demand will most definitely be there. As one of the fastest-growing beers in America, Modelo Last season, football viewers increased their consumption of Corona Extra at continues to tackle one of the more than twice the rate of domestic lights. It resulted in Corona Extra being fastest-growing sports amongst the No. 3 growth driver of all beer brands and the only brand in the top five to Hispanics – football. gain dollar share during football season! This season, consumers will get the chance to win a trip Corona Tough to Top to a game in for Día de los Muertos to experience football the Modelo way. As legal drinking age millennials take to the on and off-premise to celebrate Día But the support doesn’t stop de los Muertos, odds are they’ll have there. Full 360-degree plans Corona in their hands. include a bilingual TV spot to further connect fans with Corona Extra is the No. 1 beer among Modelo’s fighting spirit. The millennials during the booming holiday. brand will leverage three But the No. 1 Mexican import brand’s Hispanic football greats who Día de los Muertos accolades don’t stop perfectly embody that spirit there. During last year’s holiday, Corona (Anthony Munoz, Tony Gonzalez Extra was the No. 3 category growth and Roberto Garza) not only driver and the only top five brand to gain in the new TV spot, but also share during the holiday promo period. in accompanying POS. Modelo In all, the Corona brand family made up 43% of the total Mexican import dollar will certainly be top-of-mind sales during last year’s Día de los Muertos promo period. throughout football, and the brand will be positioned to To help capitalize on these trends, take advantage of the unique suite of Día continue to build on its growth in de los Muertos-specific POS available – from thematic neons to graphics the upcoming season. templates to coasters, pole toppers, buckets and more.

18 HeadyTimes v.25 www.amoskeagbeverages.com Programs Angry Orchard Bring Home the Harvest Angry Orchard is giving five lucky winners across the country the chance to win an all-expenses- paid, trip for two, to the Orchard for a VIP tour experience, followed by a cider dinner. The trip will take place during a month of the winners’ choosing between April 2019 and October 2019. The sweeps will run from August 17th until November 1st, 2018.

Win Día de los Muertos with Modelo The celebration of Día de los Muertos has taken off in popularity across the U.S. and no other beer brand can capture the essence of the holiday quite like Modelo and its authentic Mexican heritage. In 2018, Modelo will honor Día de los Muertos with a host of unique visual designs crafted specifically for the holiday and seen across a 360-degree support campaign, which includes all new POS elements and merchandise. The new suite of elements is highlighted by an all-new retablo display enhancer. The retablo, an iconic wooden altar commonly used during the holidays in Mexican households, was designed by artist Steve Simpson to pay tribute to an important aspect of Mexican culture. Modelo will also be supported by national Hispanic and general market TV throughout October, leading into the holiday.

It’s Stein Time Sam Adams Octoberfest returns this August as one of the most well-recognized and beloved seasonal brews. What better way to enjoy an Octoberfest than having it poured in a half liter stein ? Sam Adams glassware will be available for those Octoberfest drafts and advertising will all be centered around the stein glass, as well as TV and digital advertising and thematic POS featuring their stein.

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Dogfish Head Flesh & Blood and Punkin … Oh My! Celebrate the season with Dogfish! Off-premise, feature two brands that are perfect for the fall season: Flesh & Blood IPA and fan-favorite Punkin Ale. Punkin Ale is part of DFH’s 2018 Art Series and features artwork by Marq Spusta. Displays will incorporate thematic signage, pennant strings and banners. On-premise, DFH will hold events on and around Halloween, using themed POS, pint , coasters, buckets, pennant strings and even glow in the dark koozies! Events will feature Flesh & Blood and Punkin Ale, and will be activated nationwide

Red, White & Brew: Craft Beer & Wine Festival The 3rd annual Red, White & Brew: Craft Beer & Wine Festival takes place on Saturday September 29th from 1-4pm at Funspot, Weirs Beach in Laconia. This craft beer and wine festival offers live music, food, a car show and local vendors/artisans. This year promises to be bigger and better than ever with proceeds benefiting NH veterans, service members and their families. VIP Admission includes special early entry at 12pm. All admissions include a commemorative mug, while supplies last. VIP Admission: $40 & General Admission: $25. For tickets and sponsorships visit: www.vetscount.org/nh

20 HeadyTimes v.25 www.amoskeagbeverages.com RethinkingRETAIL Let’s Talk Draught Quality Serving your guests a brewery-fresh pint is easy and profitable. It just takes a little extra care. MOSKEAG’S HIGHLY up beyond the proper serving specialist. “Sometimes there’s a lot knowledgeable sales team temperature. We suggest that beer of hard yeast built up that creates A visits hundreds of accounts sit for at least 24 hours in your off flavors. It’s a problem I see each year, troubleshooting faulty cooler, prior to tapping, so the liquid often.” One final piece of advice from draught systems, so they know the chills to the correct temperature. Quinn, to ensure the best draught ins and outs of delivering an excellent Consider purchasing extra kegs experience for your customers, is product to customers. to avoid having to tap the day of to make sure the beer is poured delivery. It will improve the quality of properly from the tap. Hold the glass Temperature is key, when a beer is the beer and ultimately the amount at a 45-degree angle so the beer will having foam issues, some people of foam-free beer poured from the pour down the side of the glass. Grip mess with the pressure gauge to try . If a beer cooler is running the tap handle at the base, never at to fix it, but 9 times out of 10, your properly, chilling the beer to the the top and open the faucet quickly. problem is temperature. The most proper temperature is an easy way to As the glass fills, gradually bring it common reason for warm beer, which prevent foamy beer. But sometimes upright and pour down the middle should be kept at 34 to 38 degrees, our sales team encounters technical to form a proper head on the beer. is excessive opening and closing of the problems from draught systems Then, close the faucet quickly to cooler door. Do you store food items that aren’t properly balanced or avoid overflow. A couple of absolute in your beer cooler? Is it left open, maintained. A balanced system (in don’ts from Quinn’s experience: while morning or evening prep is going terms of pressure, temperature and never touch the glass with the faucet, on? If so, chances are the actual cleanliness) delivers beer (not foam) never touch the beer or foam with cooler temperature is closer to 50 at the rate of two ounces per second. the faucet and never open the faucet degrees. At this temperature, the beer, part way. and more importantly the beer lines, The other key is proper line cleaning. begins to warm, making it almost A recirculating pump is best to do the When is properly impossible to serve a proper pint. job and it should run for at least 20 poured, customers are satisfied; minutes. “Another important thing to retailers maximize efficiency & Another issue Amoskeag sees at do, that a lot people forget (or just profits and create loyalty amongst many accounts is an insufficient ignore) is taking the facets apart for customers. So, take the extra time stock of kegs. When beer is cleaning,” says Tim Quinn, Amoskeag to make sure you’re getting the most delivered, it may have warmed Sales Director and resident draught out of your draught system!

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Celebrate the Start of Autumn with the Full Throttle Fall Weekend at New Hampshire Motor Speedway September 21st and 22nd New Hampshire Motor Speedway will continue to offer With all the hot racing, Amoskeag Beverages will be great NASCAR racing in the fall with the inaugural Full there to cool down race fans and quench their thirst at Throttle Fall Weekend September 21st and 22nd in the infield beer tent. Accessible with any grandstand Loudon. The race weekend will feature three NASCAR ticket, the Amoskeag Beverages beer tent will allow fans sanctioned races on Saturday the 22nd with qualifying a chance to be in the infield before and during the great taking place on Friday the 21st. racing action. Headlining the fall weekend will be “The Musket 250” NASCAR Whelen Modified Tour race, which will be the longest modified race in history. A K&N Pro Series East race follows that will include point leaders from the NASCAR Euro Series and NASCAR Mexico Series joining other drivers to vie for a victory. Capping off the day will be a NASCAR Canada Pinty’s Series Race featuring top drivers from north of the border – the first time in history the Pinty’s Series has raced outside of Canada!