Yuengling Flight

Spring 2020 | V.108

YUENGLING FLIGHT

Delivering Excellence Seasonals Rethinking Retail New Products Programs LA COLOMBE HARD COLD BREW COFFEE | SPRING SELECTIONS | TIME TO DRINK YOUR WHEATIES Letter toTHE TRADE Welcome to Beer Season F COURSE, WE ENJOY OUR FAVORITE BEVERAGES In This all year long, but there is something really special about ISSUE Owarm weather activities (including “non-activities” like sitting by the pool) enhanced by a delicious drink. There’s no doubt about it – hard seltzer has changed the Delivering the game. You know all about the success of White Claw, Truly Taste of Excellence ��1 and Smirnoff hard seltzers. But let’s not forget the other thirst quenchers out there. Cover Story ��2 Shandies, hard ciders, teas and ready-to-drink cocktails, like the Margarita and Moscow Mule from Cayman Jack, all have a loyal following who are eager to Feature ��4 “recruit” friends and family to their drink of choice. Brewer Highlight ��6 And let’s not forget good old pilsners. This style was created to be crisp, balanced and refreshing during a time when heavy ales dominated beer. A1 Beer Barn ��8 Here are a few warm weather favorites to consider… Narragansett Del’s Shandy A collaboration between an iconic Rhode Island The Dubliner beer and the region’s favorite summertime treat, Del’s frozen lemonade, this on the Delaware ��9 shandy makes for a refreshing adult beverage. Look for the new Del’s Variety Pack coming soon. New Products �� 10 Woodchuck Hard Cider Sangria This unique sangria is a semi-sweet cider, with notes of red wine, citrus and berry for a full-bodied taste. Seasonal Selections �� 13 Wild Leaf Hard Tea This hard tea is subtly sweet and wildly refreshing with only 1g of sugar and 100 calories at 5% ABV. Using some of the best tea in Available Year-Round, the world, grown in warm, subtropical rainforests, Wild Leaf offers a crisp, clean Perfect for the Season �� 20 tea taste, brightened by a touch of real fruit. The new Wild Leaf Variety Pack is available now! Programs �� 21 Sly Fox Slugger Sly Fox’s new spring/summer seasonal is brewed with rich malts and a touch of German noble hops. This pilsner is as crisp as the crack Rethinking Retail �� 29 of a bat and flavorful enough to stay out of the bush leagues. Notes of honey and biscuits round the bases of your taste buds, while a pleasing hoppy Web ordering is now available to bitterness brings it all home. all Origlio Beverage customers. Evil Genius You’re Killing Me Smalls This raspberry-infused lemon shandy To place your beer order online, starts off with a base of pilsner and wheat, is dosed delicately with Warrior head to weborders.origlio.com hops to complement the complex bitterness from the lemon, then fermented with Evil Genius’ house ale yeast and infused with all-natural raspberry. To receive weekly emails of upcoming releases from Here’s the bottom line. Origlio’s portfolio is filled with a diverse array of Origlio Beverage, please send grown‑up drinks your customers are waiting to enjoy and discover. Talk to your your email address and the Origlio representative about the perfect selection of products for your business. name of your account to Thanks for your business. Now, go sell some fun-in-a-bottle/can! [email protected]

Best,

Dominic Origlio President For more refreshing thirst quenchers, check out this edition’s Heady Times is published five times a year, courtesy Rethinking Retail article on of Origlio Beverage. wheat beers! DeliveringTHE TASTE OF EXCELLENCE Origlio People Get The Job Done Eric Hall Off-premise Chain Sales Rep How long have you been with Origlio Beverage? 23 years. What positions have you held within the company? Over the years, I’ve held many positions within the sales department. I started as merchandiser, then moved on to a top 50 on-premise account specialist. A while later I began working in general on-premise sales, then moved on to off-premise sales. Currently, I work in off-premise chain sales. What does your current job entail? I call on the ever-expanding grocery channel and convenience stores. My job includes order taking, general merchandising, quality control, product knowledge and an overall understanding of which products fit best in the stores/areas I’m in. As we What do you like to do when you’re not say in this business, “right product, right account.” working? I love traveling with my wife, What do you like most about your job? I like that no two days are spending time with my kids and squeezing ever the same, so it’s never boring. This industry is always changing in some golf when time permits. and evolving. If you could be anywhere, drinking any What does it take to be a top-notch off-premise chain sales rep beer, where would you be and what beer at Origlio Beverage? You need to have passion, knowledge of the would be in your hand? It might sound business and our products and believe in what you sell. And never, under cliché, but put me on any beach, with a any circumstances, promise something you can’t deliver. cooler full of White Claws, and I’m happy.

Greg Campion Warehouseman How long have you been with Origlio Beverage? I’ve been with Origlio for 12 years, but I’ve worked in this industry for over 44 years. What positions have you held within the company? I’ve been an order picker, a DSR, a night supervisor and currently, I’m a warehouseman. What does a day in your current position look like? I start my day picking orders, then I replenish the order picking locations for the next group of pickers. What do you like to do when you’re not What do you like most about your job? I enjoy the physicality of order working? Some of my hobbies include picking. The active nature of the job, and repetition of lifting cases and fishing, hiking and walking my dogs. But kegs, helps me stay physically fit. most importantly, I really enjoy spending time with my grandson. What does it take to be a top-notch warehouseman at Origlio Beverage? Attention to detail and a sense of ownership is essential to If you could be anywhere, drinking any being successful in this role. It is imperative to make sure all orders are beer, where would you be and what beer picked with care and accuracy. As far as replenishing product, I work would be in your hand? I’d be fishing or in accordance with all operating procedures to guarantee products are hiking in the Colorado Rockies, with an ice- placed in the proper locations. cold Coors Banquet.

www.origlio.com HeadyTimes v.108 1 CoverSTORY FLIGHT By Yuengling Takes the Next Generation of Light Beer to New Heights

with friends after work, for a night on the town or for relaxing after a workout.” The brand’s name is a unique take on light beer and is also a nod to the brewery’s iconic eagle logo. With modern packaging From left to right, Jennifer, Sheryl, Wendy and Debbie Yuengling and a sleek wing graphic, FLIGHT pays The sixth generation of the nation’s top U.S. craft beer tribute to D.G. Yuengling’s original Eagle company continues their winning streak with another brewery built in 1829. innovative beer. The beer was also developed specifically for younger consumers, females in particular. N 2018, YUENGLING INTRODUCED GOLDEN PILSNER, THE FIRST “We’ve discovered that younger consumers addition to their year-round beer lineup in over 17 years. With the are increasingly focused on carbs and success of that launch, Yuengling’s sixth generation Vice President I calories,” says Jennifer. But what sets of Operations, Jennifer Yuengling and her three sisters (Office Manager FLIGHT apart from competitors in this space, Debbie, Chief Administrative Officer Wendy and Order Services Sheryl) will such as Mich Ultra? “We’ve raised the bar continue their winning streak with their latest upscale, light beer: FLIGHT. with an elevated taste profile. It’s a step up Dubbed the “next generation of light beer” FLIGHT is a crisp, refreshing, from every other light beer on the market.” 95-calorie, premium light beer. With only 2.6g carbs and 4.2% ABV per The off-premise strategy created by 12 oz. serving, FLIGHT is perfectly positioned to attract health-conscious Jennifer and her team is simple. “FLIGHT consumers looking for a beer that complements active lifestyles. is launching in a super-premium glass “As we enter our 191st year, we’re focused on the future, on new bottle and sells best when placed next challenges and, more importantly, new opportunities,” says Jennifer from to premium-plus and import brands.” As Yuengling’s home base in Pottsville, PA. “My sisters and I have been working on FLIGHT for over a year.” Their big bet on Golden Pilsner paid off in spades, as Yuengling was named Top U.S. Craft Beer Company by the Brewers Association for the fifth straight year. “It’s humbling to be recognized among so many other great companies,” says Jennifer. But she and her sisters know that the only way to keep their title is to introduce more new products that meet the evolving needs of the consumer. “We’re constantly listening to consumers and our fans. Following Golden Pilsner’s launch, we saw that people wanted a new beer drinking experience, one with more authenticity than they were getting with competitive brands.” And so, FLIGHT was born. A new light beer for a new generation, FLIGHT is an upscale beer, perfect for dynamic occasions. “It’s for people with active lifestyles, for enjoying

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Raise the Bar: Finally, A Premium Light Beer With Great Taste! Many premium light beers only offer low carbs and low calories. In developing FLIGHT, the Yuengling sisters wanted a premium light beer that delivered “better-for-you” stats AND great flavor. Brewed with water, malted barley, corn and a select hop for the on-premise strategy, Jennifer says extract, FLIGHT FLIGHT is “a great, upscale option across has a rich flavor the bar, and for patio, outdoor bar and roof deck features.” and deep color that sets As a fiercely independent, family-owned it apart from brewery in operation since 1829, Yuengling has always been known for its heritage and other premium history. But innovations like FLIGHT and light beers, like Golden Pilsner have shown that America’s Mich Ultra. oldest brewery still has plenty of surprises in store. And with Jennifer and her three sisters at the helm, Yuengling is ready to fly to even higher heights.

FLIGHT Support Yuengling has made an unprecedented $5 million investment in marketing support for FLIGHT’s product launch. The 360-degree campaign will include social media posts, extensive out-of- home advertising and even celebrity “It’s for people with active influencers. lifestyles, for enjoying with friends after work, for a night on the town or for relaxing after a workout.” – Jennifer Yuengling

www.origlio.com HeadyTimes v.108 3 Feature Hard Seltzers Took the World by Storm, Will La Colombe’s Hard Cold Brew Coffee Be Next? 25 years later, sales confirm that their hunch was right – coffee is on fire. Non- alcoholic coffee drinkers consume 3.1 cups of coffee on average a day. And over 50% of all the iced coffee sold is consumed in the afternoon or evening. So, hard coffee is a natural, even logical, product evolution, perfect for many more grown-up activities. With that in mind, Carmichael and his team decided it was high time to brew a hard coffee for entirely new social occasions, with La Colombe’s exceptional, proprietary coffee. Happily, they found an enthusiastic partner in Molson Coors. “The story of Hard Cold Brew Coffee is really the story of a friendship,” says Carmichael. “When two makers and innovators come together, something really special can come out of it, and that something special is this product.” Sofia Colucci of Molson Coors couldn’t agree more. “We’re always innovating new ways to meet consumers’ needs,” she says, “[Carmichael] saw non-alcoholic, cold Todd Carmichael brew coffee sales grow and knew there was La Colombe’s venture into beverage alcohol is an early sign an opportunity.” that RTD hard coffee is ready to explode. La Colombe Hard Cold Brew Coffee is made with carefully chosen, medium-roasted, ATE LAST YEAR, LA COLOMBE COFFEE ROASTERS, THE RENOWNED Colombian and Brazilian coffee beans that Philadelphia artisanal coffee company, caused quite a stir when they are cold pressed overnight and then filtered. announced their entry into the new hard coffee category. Available in L The silky-smooth liquid practically guarantees Black and Vanilla flavors, La Colombe Hard Cold Brew Coffee has been an uplifting hard coffee drinking experience. released across the country – and experts are seeing signs that this And it clocks in at a sessionable 4.2% ABV. could be the next explosive segment in beer. “The black flavor has a delicate balance of Founded in Philadelphia in 1994 by Todd Carmichael and his friend JP sweetness and bitterness; the vanilla flavor Iberti, La Colombe has always been dedicated to one simple premise: is accented by rich vanilla bean and dark America deserves better coffee. chocolate notes.” “La Colombe Hard Cold Brew Coffee blends two worlds together,” says Colucci. “High- quality coffee and alcohol that can start, or keep, any celebration going. It’s the ideal rally drink for adults, and we’re excited drinkers are already responding to it.”

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La Colombe Hard Cold Brew Coffee Black With only 100 calories, 4.2% ABV and 6g of cane sugar, La Colombe Hard Cold Brew Black is ultra-smooth and light-bodied, with a slight creaminess. This authentic cold brew La Colombe Hard Cold Brew Coffee is a product that fits into the busy, on-the-go coffee has a delicate world we live in, which inspired the Molson balance of sweetness Coors marketing team to create this theme: and bitterness, Rally Like A Grown-Up. “Rally like a grown-up highlighted by notes means there is energy and momentum taking of baker’s cocoa. you from one thing to the next,” says Colucci. “These hard coffees are perfect when happy hour lasts until your dinner reservation.” With few players currently in the field, La Colombe’s ready-to-drink Hard Cold Brew Coffees are in a prime position to take the world by storm as “the perfect drink for occasions like weekend brunches, all- day events and evening celebrations with friends,” says Colucci. Or as Carmichael simply puts it, “This Hard La Colombe Cold Brew Coffee is truly something beautiful.” Hard Cold Brew Coffee Vanilla Silky, ultra-smooth “When two makers and and light-bodied, with innovators come together, a slight creaminess, La Colombe Hard something really special Cold Brew Vanilla can come out of it, and has an authentic, smooth, cold brew that something special taste, accented by rich is this product.” vanilla bean and dark chocolate notes. A hint – Todd Carmichael of vanilla sweetness balances the dark, roasted flavors from the coffee beans. Vanilla has only 110 calories, 4.2% ABV and 8g of cane sugar.

www.origlio.com HeadyTimes v.108 5 BrewerHIGHLIGHT Ryan Krill of Cape May Brewing Co. OUNDED IN 2011 BY RYAN KRILL, HIS BUDDY CHRIS HENKE AND his father Bob – Cape May Brewing Company sold its first keg right Fout of Ryan’s trunk. What began nearly 10 years ago as a humble, hyper-local operation is now a force to be reckoned with in the world of craft beer. The idea for the brewery began at the Krill family’s beach house in Avalon, NJ. Bob Krill (known as “Mop Man” for his constant cleanup work at the brewery), Ryan and Chris found, as many vacationing beer lovers did in those days, that the craft beer they loved wasn’t easy to find down the shore. Unlike many vacationing beer lovers, they decided to do something about it. Now, year after year, Cape May posts double, sometimes triple digit growth, bucking a perceived trend that sales have slowed down in the craft beer segment. According to Krill, that’s thanks to the strength of their core lineup. Cape May IPA accounts for nearly 32% of their business, though they don’t see themselves as an IPA brewery. Just in time for summer, they’re releasing Cape May Tan Limes – a Mexican- style lager brewed with lime and Cape May sea salt – and we’ll see a return of some other seasonal favorites (see side bar). So, what is Krill’s secret to growing Cape May from a three-person crew, to New Jersey’s largest craft brewery? Heady Times sat down with him to find out. Two years ago, Cape May decided to put their “big boy pants on”. “Here’s an example of what we did when we wore Pampers. At first, we bought a font online because we thought that’s all you needed for branding. But then, we were like, wait, what are we doing? If we do this, let’s do it right. We looked at breweries that were doing things well “I can’t stress this and copied part of their playbook. They used professional ad agencies to hone their identity, so we found an agency that we really liked. We enough – it really comes learned it wasn’t just about developing a logo, it was about finding out down to the fact that who we are. Now we know who we are and who we are not. Wearing ‘big boy pants’ is all about focus, commitment to excellence and making we’ve got great beer.” great beer.” – Ryan Krill The town of Cape May is one of New Jersey’s shining spots and is central to their selling story. “This place is about nostalgia. Everyone has their own story about Cape May. We draw on that when creating and Their core values, which challenge selling our products. Learning about everyone’s personal connection to employees to “Be a Pro” and “Work the town makes it fun. We can all talk about that special connection. Safe, Work Smart,” are something That’s our selling story. It hasn’t changed, we’ve just better defined it.” that sets Cape May apart. “At Cape Many of their fan-favorite beers started as small batch brews May Brewing Company, we have a clearly in their humble Tasting Room. “The Bog is a great example of our defined set of core values, enshrined on process. It started as a cranberry wheat beer that we accidentally added a Credo Card, carried by every Brew Crew too much cranberry to – so we cut it with lemonade, and everyone loved member. It’s all about accountability and it. Because it was so popular, we brought it to Philly. Now it’s a huge hit pride in what we do. Everyone here is really and a fan favorite.” invested in our success, and it shows.” They don’t want to be seen as a “local” brand. “We don’t hang our Above all, Cape May’s explosive hat on local. We just happen to be local. We don’t see it as a point of success comes down to one simple differentiation because there’s always another local brand. Millions of thing: “I can’t stress this enough – it really visitors come to Cape May from all over the country, so local isn’t our comes down to the fact that we’ve got only selling strategy.” great beer. Our brewers have the latitude

6 HeadyTimes v.108 www.origlio.com BrewerHIGHLIGHT Cape May’s Seasonals to try new things; they’re not tied down by Bring the Sunshine style or any philosophy. They have freedom to innovate. We have a strong commitment Returning Seasonals to variety. It’s crazy, but we have plans to release 39 different beers next year. Sure, The Bog our fans have come to expect certain Fan favorite The Bog is a tart, beers, but beyond that, they know to cranberry wheat beer blended with expect the unexpected.” lemonade. Look for this one in cans and draught this April. Their Research and Development program is where Cape May’s delicious Bounding Main beers are born. “R.A.D. gives us the time Like many a stormy wind, this to really dial in on a recipe. We’ll brew a dank, 7.8% IPA will blow small batch of a new beer and release it you away. Available in April. in the Tasting Room, asking our visitors for feedback. Our Always Ready pale ale and Follow the Gull Cape May White both began as part of the A juicy and ultra-drinkable hop-bomb R.A.D. program.” bursting with tropical and citrus aromas, Follow the Gull will return Cape May White is their big new bet this May. for 2020. “We’ve got a lot of killer IPAs on the shelves, but we wanted something New to Philly a little different: an approachable, easy- drinking Belgian wit, something that’s Tan Limes going to appeal to the craft beer drinker Tan Limes is Cape May’s Mexican- who prefers the fruity esters and gently style lager brewed with a touch of spiced brews over something tremendously locally-sourced sea salt and a hint of hoppy. It began as Great Wit Shark, Persian lime juice. Available now! which won silver at the U.S. Beer Tasting The Grove Championships last year, so we’ve already Sweet and tart, The Grove is like had a great response.” walking through a citrus grove at Keep an eye out for their new brews harvest. Due out in May. Crushin’ It and Tan Limes to drop later this year. “With Citra, Mosaic and Azacca Draught Only Releases hops blended together to accentuate the Cococabana fresh flavors of orange juice, Crushin’ It is A pale ale brewed with house- dry, approachable and perfectly balanced. toasted coconut, Cococabana will Tan Limes is a simple, drinkable lager, be available in April. with lime juice and sea salt. When we first released it, on draught only in April, the Summa Down Unda response was overwhelming. And it should Another crusher of a pale ale, be noted that each of them began as either Summa Down Unda is brewed with a R.A.D. or a Tasting Room-only release.” an abundant amount of wheat and Don’t sleep on their limited IPA 16 oz. finished off with a dash of kiwi can releases, which have become a juice. Try it yourself this April. calling card for CMBC. “Our fans have learned to look for them, and they’re in and out of the market with the right frequency – long enough for people to be able to come “Sure, our fans have come to expect back to them a few times, but not long enough for people to grow tired of them. certain beers, but beyond that, they The series is built around the typical craft drinker’s desire to try something new.” know to expect the unexpected.” – Ryan Krill

www.origlio.com HeadyTimes v.108 7 Off-PremiseSPOTLIGHT A1 Beer Barn Success As Soon As The Barn Door Opened BEER BARN, LOCATED ON BUSY EDGMONT AVENUE IN Brookhaven, PA, is a short drive from Widener University. A1The store has been open for less than a year, but it’s been quite successful so far. Offering over 2,000 products, the team at A1 Beer Barn, led by owner Vik Patel, understands their customers and how to consistently exceed their expectations. Heady Times sat down with Patel to discuss what it takes to be A1. Heady Times (HT): Fill us in on your background, how A1 Beer Barn got started and why you chose this location. Vik Patel (VP): We opened the store in August of 2019. Things Owner of A1 Beer Barn, Vik Patel got started through some discussions with friends of mine, who are involved in the beer business. I had previously owned a gas station and convenience store, so I was familiar with selling single-serve products. My friends and I recognized that this was a great location, along a major road, with easy access. HT: What was this building used for previously? Were renovations needed? VP: It used to be a PA state liquor store, which moved down the road. We redesigned the whole store, creating a proper layout for selling beer. Our goal was to be able to offer as many products as possible, without we pay attention to trends. Often times, making things feel cramped. We designed the store to have a nice flow customers don’t even need to ask for that shows off new products, while also making it easy for customers to products because we already have them! find and grab a product they’re looking for. For example, we jumped on the alcoholic HT: There’s a decent amount of Saint Archer Gold P.O.S in the slushie trend and it’s become a major store. How else do you promote new products? part of our business. It doesn’t need to be warm or sunny out for people to buy them. VP: Tastings are what really help us sell new items. We promote our They’ve been a huge hit. In the near future, events on Facebook. We stage them so that customers pass the we plan on installing a growler station so sampling station on their way in and out. We succeeded with Saint we can offer draught beer to go. At the end Archer because, while customers may only be vaguely familiar with the of the day, our clients have different tastes product since it’s new, we talked to them about Saint Archer’s attributes and needs, so our goal is to offer variety in and got them to taste it… and then, the quality spoke for itself. A good both package and product type. number of customers bought a case right after tasting it! HT: How has Origlio helped you in these We also emphasize optimal product placement in the store. We set up first couple of months? displays in the entranceway and near the register. Our goal is to remind customers about the experience they had during a sampling. We don’t VP: Origlio is great when it comes to want shoppers to feel like we’re forcing a product on them, so we try to communication. The sales managers are be strategic and hope it catches their eye. extremely helpful and make sure we are aware of new products being released, HT: How do you handle customer requests for products? as well as growing industry trends. The VP: We have a diverse clientele and we aim to meet their needs. company has been very easy to deal with We’re looking to build a sense of reliability and trust. On top of that, and has really set us up to succeed.

Facebook.com/A1BeerBarn • 4117 Edgmont Ave., Brookhaven • 610-499-9100

8 HeadyTimes v.108 www.origlio.com On-PremiseSPOTLIGHT The Dubliner on the Delaware An Authentic Irish Experience on Main Street in New Hope N 2015, ROBERT LYNCH OPENED THE DUBLINER ON THE DELAWARE in the peaceful, northern end of New Hope, Bucks County. The walls Iof his Irish pub are adorned with hurling sticks, Gaelic football jerseys and pictures of iconic Irish musicians. And, while guests at the bar enjoy traditional Irish fare, they can always catch a soccer match on TV. Although it took Lynch a bit of time to find his footing, The Dubliner has experienced tremendous growth over the past five years. Now, as a result of his Owner of The Dubliner on the Delaware, Robert Lynch patience, work ethic and branding strategy, The Dubliner is recognized as one of the few authentic, traditional Irish pubs in Bucks County. Heady Times (HT): Tell us a little bit about The Dubliner and how it got its name. Robert Lynch (RL): My father, Bob Lynch, was a part of the Dubliners, a well-known Irish folk band from Dublin. The name was chosen to honor him, as well as the culture and history of Ireland. My goal was to bring a legitimate Irish pub to New Hope. We offer great beer, host private parties and have live music weekly. We can accommodate larger parties made with Blue Moon, a Snakebite made with no problem and strive to get everyone together for a good time. with Magners, and of course, Black & Tans HT: Music is obviously a big part of The Dubliner. How do you and Half & Halfs. choose the musicians who perform? HT: What is a typical St. Patrick’s Day RL: I try to stick to Irish acts and book groups that have a good like? It must be crazy. following. I’ll listen to recommendations, but I do my own research RL: We try to simplify St. Patrick’s Day as because I want musicians that will draw a good crowd. Everything we do much as possible. The menu is pared down here is about creating an authentic Irish pub experience. When it comes to classic Irish fare, we stock up on Guinness to music, you want the room to be packed. On the first and last Sunday and of course, I schedule the best musicians of each month, we hold traditional Irish jam sessions. We encourage to play all day long. It’s a lot of fun. musicians of all ages to come sit in a circle and play classic Irish tunes. It builds community – they’re all very proud of their roots. HT: How has Origlio helped your business over the years? HT: Everything about The Dubliner revolves around authenticity. Do you think that’s what keeps customers coming back? RL: Origlio is always responsive. Our sales rep is here whenever we need anything. If we RL: Absolutely. It took a little while, but I’m thrilled about how far we’ve need extra product on the weekend, my rep come. I want everything to be the best – a genuine Irish pub experience makes sure we get what we need. At the end – from the look and feel of the place, to the food & beer selection. Our of the day, Origlio always makes sure we never Irish Breakfast, which consists of Tommy Maloney’s Irish bacon rashers, run out of Guinness! Around St. Patrick’s Day, breakfast sausages, black & white pudding, two eggs, baked beans and the company is beyond valuable, helping us grilled tomatoes (served all day) is shipped in from Ireland, while the plan and stock up on supplies that keep the traditional brown bread and Irish stew are made in-house. day organized. Program execution, getting The building used to be red brick, but the township allowed me to proper signage and running promotions paint it black and gold, just like traditional Irish pubs, making it more always add to what we do here. identifiable and differentiating it from the previous business. Top that off with our selection of traditional Irish beer and we have everything! HT: Speaking of beer, do most of your customers drink Guinness? RL: I’ve tried to sell other beers, but Guinness and other Irish brews like Harp, Smithwick’s and Guinness Blonde are our top sellers, no matter what. We serve our customers the best pint of Guinness in Bucks County, which comes down to the quality of the pour. Any time of the day or year, people come in here looking for a pint of Guinness. Our customers also love the Guinness beer cocktails like a Black & Blue TheDublinerNewHope.com • 34 N. Main Street, New Hope • 215-693-1816

www.origlio.com HeadyTimes v.108 9 NewPRODUCTS Amstel Light New Packaging Truly Wild Berry This spring, Amstel Light is launching new secondary Hard Seltzer Draught packaging. The modern and refreshing look is sure to Truly Wild Berry is now available on draught! This stand out on shelves. In addition, Amstel Light is releasing bold mix of strawberries, raspberries and blackberries a 16 oz. can. This new SKU will offer retailers and brings the natural sweetness and juiciness of consumers a single serve opportunity, but the larger cans fresh picked berries right to your glass. are also perfect for festivals, sponsorships, patio accounts It’s recommended to serve over ice for and traditional channels such as convenience, grocery and a crisp and delicious taste. ABV: 5% the on-premise. Availability: Year‑round, beginning in April Availability: Now, year-round

Twisted Tea Peach 12 oz. Cans Twisted Tea Peach has the refreshing, real iced tea taste with a twist of peach. New this season, Twisted Tea Peach is now available in 12 oz. 12-pack cans so peach parties can A New Look for Red Stripe continue all year long. ABV: 5% Red Stripe is upgrading its look, making it more modern, Availability: Now, year‑round while sticking with its core asset – the red stripe! Availability: Year‑round, beginning in April Twisted Tea Original Draught Twisted Tea Original, the smooth and refreshing hard iced tea made with real brewed tea and a twist of lemon, is now available on draught. Recommended serving is over ice (preferably in a mason jar), with a lemon wedge garnish. ABV: 5% Availability: Now, year-round Cervezas De Mexico Invite customers to party with friends and celebrate Wild Leaf Hard Tea Variety Pack with variety, with the Cervezas de Mexico 12-pack can mix! This authentic bundle of Dos Equis Lager, Dos Brewed with real tea grown in the rainforest, Wild Leaf Equis Mexican Pale Ale, Bohemia and Tecate evokes Hard Tea is subtly sweet and wildly refreshing with only the spirit of Mexico and is ideal for those looking to 1g of sugar and 100 calories at 5% ABV. Using tea please their variety- widely recognized as some of the best in the world seeking friends. With given the warm, subtropical conditions in the rainforest a superior selection of where it grows, Wild Leaf offers a crisp, clean tea taste brands, Cervezas de and is brightened by a touch of real fruit. The Wild Leaf Mexico is the perfect Hard Tea variety pack includes: pack for any get- Black Tea with Lemon & together this summer. Honeysuckle, Green Tea with Availability: Year‑round, Apple & Honey and Black beginning in April Tea with Peach & Mango. Availability: Now, year-round

New Look for Smirnoff Hard Seltzer Variety Pack The Smirnoff Hard Seltzer Variety pack has been renovated to clearly call out “Zero Sugar”. It still includes the same great flavors, with only 90 calories and 1g carbs: Berry Lemonade, Piña Colada, Raspberry Rosé and Cranberry Lime. Availability: Year‑round, beginning in April

10 HeadyTimes v.108 www.origlio.com NewPRODUCTS Narragansett Del’s Variety Pack Saranac Green Tea Del’s Variety Pack is perfect for those looking for Spiked Seltzer Variety something refreshingly different. Included in the Combining the rejuvenating mix are: Lemon Shandy, a thirst-quenching classic qualities of green tea with the made with all-natural lemons, Narragansett’s award- crisp and refreshing character winning lager and just a touch of sugar; Watermelon of naturally flavored hard seltzer, Shandy, a summer cookout essential that combines Saranac Green Tea Spiked Seltzer natural watermelon flavor with Narragansett Lager is an easy-drinking and gluten- and just a hint of free upgrade to better flavor. This sweetness and Mango- 2/12-pack can variety features Passionfruit Shandy, a three delicious Green Tea Spiked crisp, tropical treat that Seltzer flavors: Lemon, Peach Mango and Raspberry, combines Narragansett each with only 2g carbs, 100 calories and 4.5% ABV per Lager with natural mango 12 oz. can. Availability: Year‑round, beginning in April and passionfruit flavors. Availability: Year‑round, Saranac Weekend Warrior beginning in March Saranac’s new 2/12-pack can variety is here for all your thirst- quenching needs. Weekend Warrior Cape May White will appeal to active life craft Cape May White is brewed with orange and consumers and it includes the lemon peels, coriander, grains of paradise and fastest growing craft styles: Juicy Belgian witbier yeast. Fruity esters up-front, Ale, a 4.8% juicy and unfiltered with an easy-drinking finish, yields a traditional, ale that combines the best Belgian-style wheat ale brewed in the heart of Citra and Mosaic hops around, the East Coast. ABV: 5.2% Packages: 12 oz. showcasing flavors of Mango, Guava and Pineapple, with a cans and draught Availability: Now, year‑round soft mouthfeel; Session IPA, a 4.7% crisp and refreshing session IPA brewed with fruity and citrusy Cascade, Centennial & Columbus hops and L’il Hazy Ale, a 4.5% hazy, juicy and unfiltered beer brewed with Citra, Mosaic and Lagunitas Hazy Wonder Centennial hops, which provide notes of tropical fruit, citrus This fascinating ferment is full of fabulous and subtle pine. Availability: Year‑round, beginning in April Sabro, Citra and Cashmere hops for a smooth, tropical fruitiness. It’s a slightly bitter, densely hazy phenomenon that’s Sixpoint Higher Volume strangely light in mouthfeel, keeping you 15-Pack Variety satiated and still coming back for more. Sixpoint’s new mix pack includes ABV: 6% Packages: 12 oz. cans and draught four killer IPAs: Trail Haze, Hootie, Availability: Year‑round, beginning in April Bengali and Resin, as well as one world-class pilz: The Crisp. This 15-pack variety will replace Woodchuck Hard Cider Sangria Sixpoint’s Higher Volume 2/12-pack Sangria is hard to make, so Woodchuck did it for us. variety. Availability: Year‑round, Woodchuck Sangria is a semi-sweet cider, with notes of beginning in April red wine, citrus and berry for a full-bodied taste inspired by Sangria. ABV: 5.5% Package: 12 oz. cans only Availability: Now, year-round Allagash White 16 oz. Cans Available for the first time ever in 16 oz. 4-pack cans, Allagash White features a refreshing balance of citrus and spice. Wheat, coriander and Curaçao orange peel round out the flavor of this pale straw-colored, hazy beer. ABV: 5.2% Availability: Now, year‑round

www.origlio.com HeadyTimes v.108 11 NewPRODUCTS Alpine Nelson Arcobräu Mooser Liesl This legendary unfiltered IPA is named after the Since 1567, only beers complying with the Bavarian Nelson Sauvin hop, an outstanding varietal Purity Edict have been brewed in the Count’s Castle from New Zealand. Nelson pours a hazy straw Brewery “Arcobräu”, guaranteeing the ultimate in color, with pine and fruity hop notes that are brewing prowess. This authentic tradition and brewing extremely well-balanced. It’s Nelson or nothing! artistry can be tasted and enjoyed with ABV: 7% Packages: 12 oz. cans and draught the original Mooser Liesl Bavarian lager. Availability: Now, year‑round Bright golden in color, this mild, crisp lager captivates with its fine head of foam and fruity, light-bodied taste. Green Flash Beter ABV: 5.3% Package: 11.2 oz. bottles only Availability: Now, year‑round Beter beer is brewed with certified organic hops, fruit, malt and tea for a fruit-flavored Sufferfest Shred and refreshing, light-bodied wheat ale with hints of Acai berry and black tea. ABV: 4.2% 95-calorie Sufferfest Shred Kolsch Packages: 12 oz. cans and draught boasts full flavor and body, without Availability: Year‑round, beginning in May the calories and carbs weighing you down. With added bee pollen for an additional layer of aroma and Peak Slim Hazy IPA complexity, Shred is here to celebrate work, life, balance. Shred will Peak lives to create flavorful, hop-drenched, replace Sufferfest Repeat this spring. hazy IPAs that showcase the quality of ABV: 3.5% Package: 12 oz. cans ingredients from their organic farmers. For only Availability: Year‑round, beginning in mid-April years, they’ve been searching for ways to showcase an abundance of hop flavor in a Sufferfest Low-Calorie beer that is under 95 calories and less than Mixed Pack 3g of carbs. After years of hard work and research, they finally created Slim Hazy – a It’s not about winning or losing – 4.1%, hop-forward IPA, overflowing with Sufferfest Beer Company celebrates organic Calypso, Citra and Simcoe hops. All the hop the effort. Purpose-brewed craft grandeur and haze that you expect from a world-class beer to complement your sweatiest IPA, but with a low-calorie profile, so you can crush occasions, this trophy case is a your life goals. ABV: 4.1% Packages: 12 oz. cans and token of your hard work. Light on draught Availability: Now, year‑round calories, but big on flavor; let’s never settle! Whether you crushed it on the trails, had a big win at the Mike’s Hard Lemonade office, flexed your weekend warrior or shredded the gnar, Brand Refresh you’ve earned your beer. Included in this can variety pack are: Sufferfest Head Start Stout (130 calories), FKT New year, new Mike’s – same great taste, great new Pale Ale (130 calories) and new Gut Check IPA (100 look! This spring, the Mike’s Hard lineup is getting calories). Inspired by those who seize the day, this low-cal some new duds! The package refresh will give the IPA’s full body teems with flavor. Apple cider vinegar lends brand a more flavor-forward look and feel. a bright tang, citrus aroma and a kick to match your grit. Availability: Year‑round, beginning in March The Low-Calorie Mixed Pack will replace Sufferfest’s current variety pack. Availability: Year‑round, beginning mid-April

Heavy Seas Rip Currant New to Heavy Seas’ portfolio, Rip Currant is sure to be a fruity and refreshing favorite. Waves of raspberry and black currant blend together to give this beer its sweet and bright juiciness. It’s the perfect fruited ale for any time of year. ABV: 4.5% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in May 12 HeadyTimes v.108 www.origlio.com SeasonalSELECTIONS Keystone Light USA Packaging When Demand Exceeds Supply Keystone Light, the first beer Many of our craft seasonal and specialty releases are brand to ever partner with available in limited or extremely limited quantities. United Service Organizations, Breweries only produce a certain amount of their is proud to do so once again. specialty beers and Origlio does all they can to get as Americana-themed packaging much product as possible. In addition, this publication and retail displays will help is compiled months prior to the decision made by the shoppers let their patriotic flag brewery to allocate their products to the wholesaler. fly and show support for the Variations in production for some of these limited USO. Packages: 12 oz. cans release offerings will fluctuate, resulting in lower Availability: Mid-May quantities than anticipated. If you are interested in something you see in this Sol Cinco 12-Packs publication and it is out of stock when you place your order, please contact your Origlio Sales Representative Sol is bringing fans a fresh, to discuss a similar option. authentic update to Cinco de Mayo. The light golden lager is Origlio also sends out an email blast weekly to inform partnering with rising Mexican customers of seasonal offerings that are widely available street artist Spaik45 to design to you, immediately. new 12-packs to stand out If you are interested in receiving the weekly email blast, during the holiday. The new please send your email address to [email protected]. thematic artwork will also be applied to sunglasses and tote bags that can be used for on-premise giveaways. Availability: May

Coors Light 12 oz. Slim Cans Heineken Original + Born in the Rockies in 1978, Coors Light is cold- Heineken 0.0 15-Pack Cans lagered, cold-filtered and cold-packaged for a cleaner, crisper taste. It is the perfect cold refreshment, with This new 15-pack includes both Heineken Original 4.2% ABV and only 102 calories, for all the Chill and 3 cans of Heineken 0.0! The fresh, new design moments. And now it’s available in 12 oz. slim cans! will attract new buyers to the Slim cans are growing 30% brand and increase household year-to-date with younger, penetration. When consumers legal drinking age consumers. try Heineken 0.0, 83% will Out-of-category case studies likely purchase the product, show that the addition of slim proving that trial is key to cans to a package lineup success for this non-alcoholic drives incremental growth. beer. Availability: May This package will be replacing Coors Light 12 oz. 12-pack cans for the warmer months. Smirnoff Hard Seltzer Availability: March Red, White & Berry Introducing America’s Seltzer, with 0 Coors Light Summer Packaging sugar, 90 calories, 1g carbs, 4.5% ABV, Coors Light is helping shoppers grab some summer no artificial sweeteners and clear liquid. Chill. Fans can get mountain-cold refreshment Smirnoff Hard Seltzer Red, White & Berry throughout the warmest months of the year, has a deliciously refreshing cherry, citrus and with special, thermochromic summer-themed blue raspberry flavor. Cold activated cans cans, perfect for backyard barbecues or reveal a blue base and stars when cold. days at the shore. These iconic cans feature ABV: 4.5% Package: 12 oz. cans only sunglasses as a nod to long summer days, Availability: April bringing in opportunity for moments of Chill throughout the season. Packages: 12, 16 and 24 oz. cans Availability: May

www.origlio.com HeadyTimes v.108 13 SeasonalSELECTIONS Samuel Adams Summer Ale Harpoon Summer Vacation Golden, hazy and thirst-quenching, Samuel With fresh Harpoon beer, some Adams Summer Ale is back to signal warmer friends and sun, even an afternoon days ahead. This American wheat ale boasts at home can feel like a vacation. orange, lime and lemon peel to create a This 2/12-pack can variety refreshing citrus aroma. Grains of paradise includes: Harpoon IPA, Rec. accent the crisp wheat character, with a League, Camp Wannamango subtle spice that finishes clean. Summer and exclusive to this mix pack, Ale is just right for wishing for summer Play On, a crisp & bright pilsner. or washing the season down. ABV: 5.3% Availability: March Packages: 12 oz. bottles, 12 oz. cans and draught Availability: March Harpoon Camp Wannamango Samuel Adams Porch Rocker Camp is back in session! Making its triumphant return, this mango pale ale is Sweet, tangy and refreshing, Porch Rocker was packed with bright, tropical aromas from inspired by German cyclists who mixed beer with Simcoe and Sultana hops and fresh mango lemonade to quench their thirst on a hot summer purée. ABV: 5% Packages: 12 oz. cans and day. Samuel Adams’ take on the radler starts draught Availability: March with a golden helles lager, to which a unique blend of lemons is added, to capture that fresh- squeezed taste. Its crisp, light body and clean UFO Splash Down finish make it a refreshing beer all season long. A 2/12-pack summer can mix for ABV: 4.5% Packages: 12 oz. bottles, 12 oz. everything your summer calendar cans and draught Availability: March brings, Splash Down includes: UFO White, Light Force, Boarding Samuel Adams Pass IPA, and Georgia Peach. Beers of Summer Variety Packs Availability: March Samuel Adams Beers of Summer 2020 Variety Packs UFO Georgia Peach are available in can and Refreshing with the right touch of sweetness, this bottle 12-pack assortments. easy-drinking and flavorful hefeweizen will make The can variety includes: you think you just picked this beer right from your Sam ’76, Summer Ale, favorite peach tree. ABV: 4.8% Packages: 12 oz. Porch Rocker and a variety cans and draught Availability: March pack exclusive, American IPA. Made with 7 American UFO Maine Blueberry hop varieties, this IPA has an intense, juicy, citrus Originally made just for Maine, using real flavor, a lean body and a Maine blueberries, this slightly sweet, crisp, clean finish. The bottle slightly tart, totally blueberry-y hefeweizen variety includes: Boston is ready for the main stage! UFO will be Lager, Sam ’76, Summer sending a little slice of Maine all over for Ale and Porch Rocker. a limited time this summer – lobsters and 4.8% Packages: 12 Availability: March pine trees not included. ABV: oz. cans and draught Availability: April

Dogfish Head Sun-Day-Feels Inspired by brunch libations, Sun-Day-Feels is a beermosa sour brewed with viognier wine grapes, blood orange juice and peach purée for ‘all the feels.’ Tart, spritzy and mimosa-esque, this summertime sipper received the highest rating on Dogfish Head’s Beer Exploration Journal (a program customers use to rate beers coming from the R&D brewhouse) during the summer of 2019. Part of the 2020-2021 Off-Centered Art Series, Sun-Day-Feels boasts bright, lively artwork by Dan Stiles. ABV: 6.5% Packages: 12 oz. bottles and draught Availability: May

14 HeadyTimes v.108 www.origlio.com SeasonalSELECTIONS Cape May Tan Limes Cape May Follow the Gull Tan Limes is Cape May’s Mexican-style lager Originally brewed to celebrate Cape May brewed with a touch of locally-sourced sea County’s 325th anniversary, Follow the Gull is salt and a hint of Persian lime juice. Fresh brewed with a ridiculous amount of Citra, El and zesty, Tan Limes would be perfectly at Dorado, Azacca and Amarillo hops, yielding a home at a local cantina and is best paired juicy and ultra-drinkable hop-bomb bursting with street tacos, brilliant sunshine and close with tropical and citrus aromas. Though the friends. ABV: 5% Packages: 12 oz. cans anniversary has passed, folks love Follow the and draught Availability: Now! Gull too much not to brew it again and again. ABV: 5.5% Packages: 16 oz. cans and Cape May The Bog draught Availability: May What happens when you make a cranberry Cape May The Grove wheat and accidentally add too much cranberry? Embrace it and turn it into The Grove drinks like you picked the fruit this a shandy! A tart cranberry wheat beer morning, squeezed it into a glass and – poof! blended with lemonade, The Bog is light and – turned it into the most intensely crushable refreshing, while still packing tons of flavor. beer you’ve ever seen. Snappy, super ABV: 3.9% Packages: 12 oz. cans and bright and ridiculously refreshing, The Grove draught Availability: April is sweet and tart, with a brilliant aroma reminiscent of walking through a citrus grove Cape May Bounding Main at harvest. ABV: 4.5% Packages: 12 oz. cans and draught Availability: May Brewed with 5.5 pounds of hops per barrel, Bounding Main has a soft and pillowy mouthfeel, a gentle bitterness and aromas of Evil Genius #ICantEven tropical fruits: mango, guava, citrus – all with Crafted to appeal to all beer a hint of dank in the background. Like many drinkers, this exhilaratingly fresh a stormy wind, Bounding Main will blow you and crushable watermelon- away. ABV: 7.8% Packages: 16 oz. cans infused blonde ale is an excellent and draught Availability: April beer to share with friends. Cape May Cococabana Brewed with the perfect balance of German pilsner and wheat Brewed with an abundant amount of Sultana malts and just a sprinkling and Cashmere hops, Cococabana is a pale of hops, this smooth base is ale perfect for pairing with the oncoming taken to the next level when it’s infused with natural warm weather. House-toasted coconut lends watermelon. It tastes so smooth and effortless, it will have a gentle and complementary silky-smooth you asking, “Can I even?” ABV: 5.6% Packages: 12 oz. mouthfeel, with an enticing aroma showcasing bottles and draught Availability: March these brilliant hops. The background notes of coconut are the perfect accompaniment for a Evil Genius springtime merengue or cha-cha. ABV: 5.8% You’re Killing Me Smalls Package: Draught only Availability: April Evil Genius’ warm weather Cape May quencher is a raspberry-infused Summa Down Unda lemon shandy. This brew starts off with a base of pilsner and Summa Down Unda is a crusher of a pale ale. wheat, is dosed delicately with Brewed with an abundant amount of wheat, Warrior hops to complement copious amounts of Citra and Motueka and the complex bitterness from the finished off with just a kiss of kiwi juice, this lemon, then fermented with Evil refreshing brew will remind you of a Summa Genius’ house ale yeast. To top Down Unda. ABV: 5.2% Package: Draught only off this refreshing base and keep you wanting more, it’s Availability: April infused with all-natural raspberry. This beer is perfect for crushin’, yeah yeah! ABV: 5.5% Packages: 12 oz. bottles and draught Availability: April

www.origlio.com HeadyTimes v.108 15 SeasonalSELECTIONS Sierra Nevada Summerfest Lagunitas The Waldos’ Special Since their invention in the 1840s, The dankest and hoppiest beer ever brewed pilsners have become the world’s most by Lagunitas was made in honor of the origins popular beer style. With a nod toward of 420. It’s herbaceous, botanical, resinous the original Czech tradition, Summerfest and dank… brewed for Treasure Hunters is brewed to feature the best Bohemian everywhere. ABV: 11.7% Packages: 12 oz. nature. Crisp, golden, dry and incredibly bottles and draught Availability: April drinkable, Summerfest has a delicate and complex malt flavor and spicy Lagunitas and floral hop character. It’s the perfect warm weather A Little Sumpin’ Hazy beer. ABV: 5% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: April Lagunitas is going au naturel for the summer with the classic wheatey-esque-ish-ness brew you Firestone Walker know and love. With a special dry hopping of Cashmere, Citra & Mosaic on a bed of Cherry Barrel Blossom Centennial and Chinook, this juicy, catty A new entry into Firestone Walker’s storied beer leaves you with a hop scratch that Proprietor’s Vintage series – Cherry Barrel you can’t help but tickle with another taste. Blossom – features Firestone Walker’s classic Does that clear things up? ABV: 7.2% porter, aged in bourbon and cherry bitters barrels, Packages: 12 oz. bottles, 12 oz. cans and with a dash of sea salt. This beer has a distinctive draught Availability: April yet subtle smoked malt character, with aromas and flavors of cherry, bourbon, vanilla, tobacco and milk chocolate, all integrated and accentuated by Saranac hints of sea salt. ABV: 11.2% Packages: 12 oz. bottles Blueberry Blonde Ale and draught Availability: Limited quantities in April A traditional blonde ale with a kick of real blueberry juice, Blueberry Blonde Firestone Walker Ale is light, crisp and refreshing. This Luponic Distortion No. 16 is a beer first, fruit second approach. No fruits. No flavorings. No shortcuts. Just the magic ABV: 5% Packages: 12 oz. bottles of 100 percent natural hops, expertly blended to and draught Availability: April offer mind-bending flavors with each numbered release. The latest in this rotating series from Saranac Summer Haze IPA Firestone Walker includes peach, pear drop and Summer Haze IPA is juicy, dragon fruit flavors, all thanks to the hops. ABV: 5.9% hazy and delicious. This Packages: 12 oz. cans and draught Availability: May unfiltered IPA is brewed with Cascade, Columbus, Mosaic Firestone Walker Crafted Thru and Simcoe hops, providing Hops Mixed 12-Packs citrus and tropical notes. ABV: 5.9% Packages: 12 oz. This summer, Firestone Walker’s Mixed Packs will feature cans and draught new, limited-edition single-hop IPAs born at their R&D Availability: April brewery, The Propagator. The can mixed pack includes: “treasure beer” Citra Hazy IPA along with IPA favorites: Saranac 12 Beers of Summer Mind Haze, Union Jack and Flyjack. The bottle mixed pack includes: “treasure beer” Mosaic West Coast IPA 12 Beers of Summer has a along with IPA classics: Easy Jack, Union Jack and the new mix of beers! This year’s latest Luponic Distortion. Availability: May 12-pack variety includes Summer Haze IPA and three new brews: Blood Orange Wheat, Backpacker Pils and Suncatcher Ale. This is the perfect pack for sitting back, sipping and relaxing. Availability: April

16 HeadyTimes v.108 www.origlio.com SeasonalSELECTIONS Sixpoint Spritzer Bomb Heavy Seas It’s a beautiful thing when brewers can get TropiCannon Can Sampler together, draw on their existing expertise New for 2020, the TropiCannon and make something unique and absolutely Can Sampler contains two delicious. Sloop and Sixpoint have come new exciting beers, available together over the years to make four exclusively in this 12-pack versions of these collaborative IPAs, drawing variety! The Sampler includes: from the source material of Sloop’s iconic TropiCannon Pineapple IPA, Juice Bomb, combined with Sixpoint’s foray Citrus IPA and Mango Lime IPA. into grain-grape combinations in the small Availability: April batch Spritzer series. Spritzer Bomb is all the juice of a serious, hazy IIPA with the tingly finish of sauvignon blanc grapes. Bombs away! ABV: 8% Packages: 12 oz. cans and draught Availability: April Peak Spring IPA The sun will be shining, the tree’s will be Sixpoint Super Baja Jammer budding and the hops will be bursting when The arid sun beats down upon your head. you crack a can of Peak’s New England-style Coarse, dusty sand crunches beneath Spring IPA. Bright, citrusy and dripping with your feet. Vultures circle and squawk hop juice, this session IPA sings with notes overhead. What’s that in the distance…? of tangerine from a blend of Calypso and Could those really be strawberries and Citra hops. ABV: 4.7% Packages: 12 oz. kiwis just over the horizon? Could it even cans and draught Availability: Now! be real? The very idea of an 8% beer packed with insanely refreshing strawberry, kiwi and Shiner Bock Cans lime… it sounds too good to be true. Go for it. The oasis Currently available year‑round awaits. ABV: 8% Packages: 12 oz. in 12 oz. bottles and draught, cans and draught Availability: April Shiner Bock will be available in 12 oz. 2/12-pack cans Sixpoint this spring. Brewed with rich, roasted barley malt and Citrus Jammer German specialty hops, this Squeeze it. Salt that rim. lightly hopped, American- We’re talking about that style dark lager always goes down easy. ABV: 4.4% Sixpoint salty tango with a twist – the tangy Availability: April waves of Jammer with just the right amount of lemon and lime juice. Time for some Shiner vitamin J. ABV: 4% Packages: 12 oz. cans Texas Heat Wave and draught Availability: April Shiner’s limited-edition summer Sixpoint Cosmic Handshake 12-pack bottle variety includes: Strawberry Blonde, Mango A universal dap. An intergalactic high five. Kölsch and Peach Wheat. The handshake that reverberated through Availability: April the cosmos… Sixpoint came together with their partners at the esteemed Shiner Sea Salt & Lime Victory Brewing Company to create a beer of planetary proportions – part soft, This clear and bright, medium-bodied juicy, hazy IPA, part tart and tangy sour lager has just a hint of lime and sea beer. See what happens when two worlds salt. It’s as crisp and refreshing collide. ABV: 9% Packages: 16 oz. cans as a cannonball into the pool and draught Availability: May on a triple-digit day. ABV: 4% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: May

www.origlio.com HeadyTimes v.108 17 SeasonalSELECTIONS 2SP Up, Up & Away Stone Buenaveza 2SP took their flagship IPA, Up & Originally created on the pilot system at Out, and doubled the recipe! Brewed Stone Brewing World Bistro & Gardens – with Mosaic, Cascade and Simcoe Liberty Station, this beer was an instant hops, with a bit of wheat and oats, hit with Stone fans. It’s a thrillingly this New England double IPA has crisp, refreshing, Baja-inspired lager that big notes of peach, plum and citrus. quenches thirsts with real lime and sea ABV: 8.7% Packages: 16 oz. cans salt. ABV: 4.7% Packages: 12 oz. cans and draught Availability: April and draught Availability: April Stone Soaring Dragon Sly Fox Slugger This Imperial IPA loaded with white tea Take me out to the ballgame, take me out is the result of a bountiful trip to the to the crowd… Brewed with rich malts and Tianshan Tea City Market in Shanghai a touch of German noble hops, Slugger and the resulting experimentation. The is a pilsner that’s as crisp as the crack delicate, floral qualities of the tea work of a bat and flavorful enough to stay out in beautiful harmony with Citra and Loral of the bush leagues. Notes of honey and hops. ABV: 8% Packages: 12 oz. cans and biscuits round the bases of your taste draught Availability: April buds, while a pleasing hoppy bitterness brings it all home. Like most ballpark treats, Slugger Stone Notorious P.O.G. pairs well with peanuts and Cracker Jacks. ABV: 5.2% Package: 16 oz. cans only Availability: March Notorious P.O.G. Berliner Weiss was first brewed as a collaboration with actor/ Sly Fox comedian Jonah Ray and Stone’s very own Sunshine Hop Dream Kris Ketcham, Sr. Manager of Brewing. For those unfamiliar with Hawaiian juice A hefty dose of hops and a whole lot of lore, P.O.G. stands for Passion, Orange, good vibes make up this hazy, crazy IPA. Guava. This super-refreshing, tropical elixir Notes of peach rings and apricots sing is perfect for summer sipping, whether or not you’re on out in this limited release beer that was island time. ABV: 4.5% Packages: 12 oz. cans and originally brewed in celebration of Sly Fox’s draught Availability: May annual Can Jam Music Festival. Double dry- hopped with Mosaic, Azacca and Ekuanot Stone Enjoy By 07.04.20 hops, Sunshine Hop Dream is a delight for the senses! Stone’s much-loved Enjoy By IPA series ABV: 6.1% Packages: 16 oz. cans and draught continues, this time in a decidedly patriotic Availability: April package to celebrate Independence Day. Sly Fox This batch will be unfiltered to really maximize the dank and tropical hop flavor Alex’s Lemon Wheat Ale from over 10 different varieties. ABV: 9.4% Sly Fox is honored to partner with Alex’s Packages: 12 oz. cans and draught Lemonade Stand Foundation for Childhood Availability: May Cancer for the third year! This inspiring wheat ale is brewed with real lemon oil Dock Street Summer Haze and lemon zest. The result is a bright, refreshing beer that’s as delicious as it is charitable. A This hazy, straw-hued, light-bodied pale ale portion of all proceeds from the sale of this beer will is brewed with 2-row, Munich and flaked be donated to ALSF to help continue Alex’s mission to wheat, which makes for a silky-smooth find cures for all types of childhood cancer. ABV: 5.1% body, with a mildly sweet backbone. It’s Packages: 12 oz. cans and draught Availability: May hopped with all late stage and dry additions of Citra, Cascade, Amarillo and Simcoe for aromas and flavors of bold citrus and tropical fruit. ABV: 5.3% Packages: 16 oz. cans and draught Availability: May

18 HeadyTimes v.108 www.origlio.com SeasonalSELECTIONS 21st Amendment Fruit Pack BrewDog East Coast Crush 21st Amendment’s new variety This New England-style IPA pours as hazy pack includes: Hell or High as a brisk Vermont morning. With bags Watermelon wheat beer, of crisp, tropical fruit aromas, this dry- Hell or High Mango wheat hopped monsoon fills the air with whiffs beer, Sparkale sparkling rosé of pineapple, mango and a touch of ale and Tropical Sparkale zesty lime. Brewed with wheat and oats, sparkling tropical ale. the waves of juicy flavor finish with an Availability: May unfiltered coastal crisp that’s smooth and sessionable. High on hops, low on bitterness and big on 21st Amendment taste. ABV: 4.8% Packages: 12 oz. cans and draught Hell or High Watermelon Availability: Now! This American wheat beer is brewed with real BrewDog Pulp Patriot Blueberry watermelon, making it a surprisingly crisp, dry and refreshing beer, with This milkshake IPA that rocked your just a hint of watermelon aroma. world with payloads of fruit is back. ABV: 4.9% Packages: 12 oz. cans This time, BrewDog is weighing in and draught Availability: March with heaps of fresh blueberries. This milkshake berry masterpiece is ripe 21st Amendment with juicy flavors, rounded out by milk sugar, accentuated with hop aroma Tasty Juicy and finished with a refreshing, Tasty Juicy has lots of hop flavor and aroma, chewy body. ABV: 9.5% with light bitterness. Very refreshing, with Packages: 12 oz. cans and a bright hop character and notes of fresh draught Availability: April orange peel, lemon and pine, Tasty Juicy advances the concept of what a pale ale can be. ABV: 5% Packages: 12 oz. cans and Great Lakes Hazy IPA draught Availability: April This unfiltered IPA has a smooth, hazy st landscape tastefully decorated with a flashy 21 Amendment blend of Citra, Azacca and Lemondrop Tropical Sparkale hops. Ripe stone fruit and tropical notes mow through a thicket of haze, Tropical Sparkale has a refreshing pop cutting to a pleasantly piney finish in this of island fruit and fizz, with a crisp, tart impeccably balanced brew. ABV: 6.7% pineapple flavor and a sweet coconut finish. Packages: 12 oz. bottles and draught Crafted to reduce gluten and brewed with Availability: April apple, pineapple and coconut, this fruit beer is a reminder of life’s simple pleasures. ABV: 4.2% Packages: 12 oz. cans and Great Lakes draught Availability: April Lemon Hefeweizen Cloudy and spirited, with classic banana and Abita Lounging Iguanas clove aromas and a zestful lemony finish, Lemon Hefeweizen is brewed with real lemon A juicy take on the popular peel and purée. This cloudy, German-style Piña Colada cocktail, wheat beer is a frothy and fruity ale worth Lounging Iguanas combines hoisting more than einst. ABV: 5.1% Citra and Cascade hops Packages: 12 oz. bottles and draught with pineapple and toasted Availability: April coconut to create a fruit- forward IPA with tropical flavors and aromas. A German yeast strain, as well as pale, wheat and oat malts are used to help give the citrus flavors a great kick. ABV: 6.5% Package: Draught only Availability: May www.origlio.com HeadyTimes v.108 19 Available Year-Round PERFECT FOR THE CERVEZA SEASON Get Ready for Cinco de Mayo 2020 During the week of Cinco, Americans spend more than $735 million on beer and most of those purchases are Mexican imports. The Stats In 2019… • Mexican beer imports were up 3% through April 2019, to about 8.4 million barrels, according to the Beer Institute. • Mexican Imports grew, up +5.4% during Cinco de Mayo 2019 in the on-premise. • Last year, Cinco de Mayo was a top holiday selling period for beer in the on-premise, with Mexican Imports contributing $454MM to the imported beer category. The Brands: A Celebration of Beers from Mexico Off-premise, Casa Modelo and the Corona brand family contributed 83% off-premise and 70% on-premise of the total Mexican Import dollar sales during Cinco 2019!1 Corona • This year, Modelo will have a • Off-premise, Dos Equis Lager yields • Corona was the most talked about robust, national English & Spanish greater dollar lift during Cinco beer on social media on Cinco de language TV plan throughout the de Mayo versus other leading Mayo 2019 per Crimson Hexagon. Cinco promotional period, including Mexican Imports.1 • Corona is the #1 beer that millennials presence within NBA playoffs & live Tecate 1 say best represents Cinco. soccer, and they will maintain strong • Tecate package volume (+2%) and • Corona 12-pack bottles were the social and digital presence. rate of sale (+3%), continue to grow #1 selling beer package during *IRI Total US Multi-outlet + Convenience in the on-premise.2 Cinco 2019!2 Pacifico • Tecate experienced 1.5 times 1 Collage Group & Constellation Brands Cinco de Mayo • Pacifico hit 10 million cases greater dollar lift versus Import Survey 2018; Shopper Sights 2019, Instagram 2019 2 IRI, Total US Multi-Outlet + Convenience in 2019, a #14 national segment off-premise when on growth driver.1 display during Cinco de Mayo.3 Corona Premier • Volume is up 10% nationally, 47% of • Core Tecate multipacks continue • At only 90 calories and 2.6g of the growth is from cans.1 to grow, including 6-pack (+2%) carbs, Corona Premier fits into the • P acifico is the #2 share gainer of the & 12-pack bottles (+3%), and active lifestyles of health conscious top 10 selling Mexican Import brands.1 24-pack cans (+21%) in grocery.4 consumers. • Pacifico is +11% in the on-premise 1 Nielsen Total US FDCM+, 2 we 5.11.19 • 75% of its volume is sourced outside in the buildup to Cinco.2 2 Nielsen CGA Total US On-premise ($ Vol) 52 we the Constellation portfolio. There has 11.2.19 been little to no cannibalization of 1 IRI, Total US Multi-outlet + Convenience 3 Nielsen Total US Grocery, 2 we 5.11.19 2 Nielsen CGA On-premise 4 Nielsen Total US FDCM+, 26 we 1.18.20 Corona Light. Dos Equis Sol Modelo Especial • Dos Equis Lager is the 6th fastest • Sol partnered with street artist • Modelo Especial has had 10 straight growing draught brand in the Spaik45 this year to create new, years of double-digit growth. on-premise, up +3%.2 Cinco de Mayo 12-pack packaging. • Especial was the #1 Import growth • On-premise, Dos Equis Lager • Thematic artwork created by driver during Cinco 2019.* ranks within the top 10 packaged Spaik45 will adorn sunglasses and • 12-pk Modelo Especial bottles were beer brands.2 tote bags that can be used for the #2 Import package during the • Dos Equis Lager grew +5.4% in the off- on-premise events. week of Cinco last year.* premise during Cinco de Mayo 2019.1

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Keep Your Summer Blue Moon: Official Craft Beer Sponsor of Chill-Worthy the Kentucky Derby Coors Light and YETI are making Blue Moon is the official craft beer sponsor of the Kentucky Derby for the summer Chill-worthy by ensuring second year in a row! This year, they’re partnering with Woodford Reserve that Coors Light is always cold. to create two special cocktails, inspired by the Derby – the Grandstand and Consumers can prepare for the Blue Moon Julep – that fans can order at participating bars. Fans will summer’s most exciting activities also be able to participate in on-premise photo walls complete with Derby- with cross-branded merch, themed props, drink from limited-edition Derby glassware and get the including the famed YETI Hopper chance to win prizes throughout the Derby by winning tickets that match BackFlip 24 cooler. These up with specific horses in the race. Off-premise POS featuring the two coolers can be used as display Derby-inspired cocktails will encourage consumers to pick up everything enhancers for consumer prizing. they need to make it a Once-in-a-Blue-Moon Derby.

Protect Our Beaches with Corona This Summer In 2020, Corona is launching an all-new cause marketing platform in an effort to protect our oceans and keep our beaches clean. The brand will be growing its summer program to combine the vibes the brand is known for, with a cause at the heart of it, through a dedicated TV spot, PR, retail, events, digital and social. Corona will continue to bring awareness to the beach through specialty promo packaging this year, and they’ll give consumers more ways to join the cause and get cool, beach-friendly gear along the way. The beach has always been there for us – it’s time we returned the favor.

Corona Premier Sponsors 2020 U.S. Open Corona Premier is back for year two of its golf-centered, thematic retail program! This year, the brand has partnered with the 2020 U.S. Open to drive excitement around golf season. This spring, Corona Premier will give consumers the opportunity to win behind the scenes access to Winged Foot Golf Club, as well as tickets to the U.S. Open. To help support this program, Corona Premier has created an all new on- and off-premise POS bundle and brought back the partnership with TravisMathew apparel to drive excitement around Corona Premier and one of the brand’s consumers’ favorite pastimes, golf.

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This summer, Modelo will encourage consumers to Fight for Gold and Fight After two successful years of for Glory in support of the brand’s protecting outdoor adventure, In 2020, Pacifico will once major media buy on NBC during Pacifico Preserves is heading into again bring their independent the 2020 Summer Games. Casa year three, becoming Pacifico’s first spirit to Cinco de Mayo in Modelo will continue building equity ever, premier summer program. an authentic way, with brand as the beer brewed with the Fighting This time, the brand is partnering new on- and off-premise Spirit by reminding consumers that it with The Conservation Alliance in POS. Pacifico evaluated how doesn’t matter where you came from, protecting North America’s wild both Gen Z and millennials it matters what you’re made of. This landscapes and waterways by celebrate Cinco de Mayo and 360-degree program will come to life supporting more than 40 charitable will encourage consumers to across a new TV spot featuring 8-time organizations. Pacifico will be raising go off the beaten path and see Olympic medalist swimmer, Nathan awareness for this effort across POS where the fiesta takes them. Adrian, as well as digital, social and and merch, while also supporting Leveraging iconic celebratory retail support, with new bilingual POS Pacifico Preserves with media for cues, the serape border and a display enhancer. At retail, the first time ever! Consumers will on the POS frames up the consumers will be encouraged to be able to enter a sweeps to win adventurous way to celebrate reach for a Modelo for the chance a Pacifico Grizzly Cooler, which Cinco de Mayo. to win gear from the brand’s limited- will also trigger a donation to the edition Gold collection. Conservation Alliance.

Casa Modelo El Sabor del Cinco de Mayo In 2020, Modelo will continue to honor authentic Mexican culture as the Sabor del Cinco de Mayo, with an all new Mexican-inspired tile design featured on on- and off-premise POS. In addition to paid social media support and various digital integrations, Modelo will offer an all-new Modelo display enhancer to further bring the festivities across retail accounts. Modelo will encourage consumers to celebrate in an authentically Mexican way this Cinco de Mayo.

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Heineken Gets It: Soccer Isn’t Just a Game. It’s a Lifestyle Dos Equis Amstel Light Partners In 2020, Heineken will dominate Summer Getaway with Golf Hall of the playing field with national Famer Phil Mickelson visibility and Philadelphia Union- Not only will Dos Equis be focused POS. With custom POS, available in limited-edition cans This year, Amstel Light kicks off its media support, pub partners this summer, the brand is also multi-year partnership with World and more, from kickoff to the bringing people together and Golf Hall of Famer and five-time final seconds, fans will know the creating lasting memories by major champion Phil Mickelson! only way to watch soccer this rewarding consumers and their The campaign humorously tackles season is with a Heineken. And friends when they cheers each the awkwardness of forging new, it doesn’t end there… Heineken other with these cool, summer meaningful adult friendships – an is giving away an all-expense cans. Dos Equis fans will be issue that insights show resonates paid trip to the MLS All-Star asked to snap a photo of two with Amstel Light’s 35+ (Gen X & game presented by Target, on Dos Equis limited-edition cans older) target male consumer. July 29, 2020 in Los Angeles, coming together and upload it The centerpiece of the campaign is a CA; including tickets, airfare and to DosEquis.com/SummerOfDos video content series, entitled ‘In The hotel accommodations for one for a chance to win an Airbnb Rough’, where Mickelson covers a lucky grand prize winner! POS will trip of their choice with three range of topics related to friendship. promote the sweepstakes and or more friends! Three lucky Following the launch, the series will encourage consumers to enter, winners will receive this awesome appear both on Mickelson’s and via text, for the chance to win! summer getaway. Amstel Light’s social channels. Beginning in April, the campaign will be supported with paid media (digital, social, radio), retail theatre and a consumer engagement program Sixpoint’s (#friendswithPhil). “Flop Shot New IPAs Available Challenge” events at golf courses will All Year Long also tee off at that time, providing a unique opportunity to engage directly Sixpoint’s new hazy IPAs, Trail with the brand and Phil. Haze, Hootie and Meltdown, have joined Resin as year‑round beers, At retail, Phil will provide advice on so consumers can blaze their building and maintaining friendships, trails, embrace their inner beasts then offer the opportunity to or let hop juice melt their faces become friends with Phil himself anytime, anywhere. #friendswithPhil.

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Smirnoff Ice Red, White & Berry Summer The Smirnoff portfolio is back again this spring/summer to entice and engage with consumers all season long! Highlighting their new The Beer That “America’s Seltzer” – Smirnoff Hard Seltzer Red, White and Berry – as Started It All! well as the other Smirnoff Ice Red, Guinness Extra Stout was created White & Berry variants, the brand is in 1821 and is still enjoyed partnering with Pets for Vets this April today. This spring/summer, POS through September. Pets for Vets was For a limited time only, Funshine will encourage consumers to created to improve the lives of both Gilroy cans are back again to support enjoy the versatility of the beer Veterans and animals by bringing Guinness Draught throughout the with different foods and celebrate them together in a thoughtful, caring summer in the off-premise, as well traditions. Guinness Extra way. The goal is to give back to the as surfer summer-themed POS to Stout is a beer that is bold & brave servicemen and women who remind people that Guinness is a bittersweet, with a smooth finish. have given everything to our country, beer to be enjoyed all year long. while finding homes for deserving shelter pets.

Will You Accept This Rosé? Smirnoff Seltzer has partnered with the Bachelor franchise and will be showing up in stores with supporting POS to execute in store. During all Bachelor shows and leading up to the show, there will be social media involvement from past and current cast members that centers around the Smirnoff Seltzer Rosé seltzer varieties.

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Cayman Jack and Marshall: Press Play Marshall has been celebrated by some of the world’s greatest bands and musicians including Jimi Hendrix, Eric Clapton, Slash, Oasis, Muse, Gorillaz and Slaves. They 16 million millennials visit can be seen on tour with artists Vegas each year, so this April like Justin Timberlake and Lana Mike’s HARDER knows their and May, Mike’s HARDER is Del Rey. Marshall is defined as an fans love racing. So, from April offering consumers a chance innovator and continues to push through August, they’re offering to win a VIP experience in Sin the boundaries of possibility to help consumers a chance to win a City. One grand prize winner inspire people to find their sound. trip to a Premier Supercross will receive a trip for two to Cayman Jack is getting in on the fun race in Las Vegas! Three lucky Las Vegas, including round-trip with a consumer giveaway, via QR winners will receive a trip for air travel, four day/three-night code scan-to-enter on case cards, two to a 2020 Supercross hotel accommodations and a case stackers and pole toppers. Championship race. $2,000 gift card! Winners will receive a Marshall

Bluetooth speaker valued at $250!

Mike’s Turns 21 Mike’s is celebrating its 21st birthday with a Pandora partnership and consumer giveaway. Pandora, a leading music and podcast discovery platform, provides a highly personalized listening experience to approximately 70 million users each month. As the largest streaming music provider in the U.S., with an industry-leading digital audio advertising platform, Pandora connects listeners with the audio entertainment they love. From April through August, Mike’s is running a “Raise One to 21” sweeps that gives consumers a chance to win three months of Pandora Premium and access to a 99-inspired Yellow Album, to celebrate Mike’s 21st!

www.origlio.com HeadyTimes v.108 25 Programs Toast Our Troops with Shiner Continuing a long tradition of supporting our military, Shiner Beers is proud to partner with the Boot Campaign, an organization that raises awareness and funds to help wounded veterans. Since 2011, Shiner’s Toast our Troops program has raised over $1.1 Million for the Boot Campaign, with the mission to “promote patriotism for America and our military community, raise awareness of the unique challenges service members face during and post-service and provide assistance to military personnel, past and White Claw Partners present, and their families.” Consumers can help by drinking with Kentucky Derby Paulaner #BierGoals st st nd Shiner! From May 1 to July 31 , for the 2 Year and Sweepstakes the Spoetzl Brewery will donate The Derby is more popular than ever, Promotion a portion of the sales of specially marked Shiner Bock cans directly to with viewership in 2019 at 16.5 Just in time for Biergarten season, this worthy cause. They will also be million viewers: the most since NBC Paulaner USA will launch #BierGoals, fundraising through retail accounts began broadcasting in 2001. This a new spring promotion focusing during the summer via a creative program allows retailers to display on their Hefe-Weizen, the #1 display contest and retail activations White Claw with other Kentucky wheat bier in Germany and one at bars and restaurants. Derby sponsors to build baskets for of the world’s favorites. Through watching and enjoying the Kentucky this promotion, Paulaner fans Locally, Origlio Reading has been Derby. Super high-end sales during will have the opportunity to win a awarded the Platinum Boot, the the week leading up to the Derby Paulaner Biergarten set including award given to the top performing increased 8.5% in 2019. an outdoor table, umbrella, cooler wholesaler in the nation in funds To celebrate the partnership, White and glassware. On-premise POS will raised, 3 out of the past 6 years, and Claw is giving consumers, via a text- direct consumers to the sweepstakes awarded the Gold Boot, most funds to-win sweeps, the chance to win 1 site using their smartphones. raised in the Mid-Atlantic region, the of 3 pairs of box seat tickets to the Consumers can also enter to win at other three. During this time, Origlio 2021 Kentucky Derby! PaulanerBierGoals.com. has raised over $65,000 with their retail partners for the charity. For more information about the Turn it Up charity please visit their website at with the Perfect BootCampaign.org. Festival Team White Claw Hard Seltzer is teaming up with Bonnaroo, one of the largest music/art festivals in the country! Consumers will text-in for their chance to win 2 VIP tickets, as well as travel accommodations, to the 4-day festival in Manchester, Tennessee in 2021.

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Dogfish Head’s love for hockey runs deep – founder Sam Calagione grew up playing on frozen ponds in Western Massachusetts, and today Dogfish Head fields a brewery- league team comprised of co-workers and weekend warriors. DFH is taking that love to the next level by proudly announcing that their continually hopped 60 Minute IPA is now the Official IPA of the NHL! Dogfish The Perfect Head will be driving features Time of Year for around 60 Minute during the playoffs (April – June), with Watermelon particular emphasis in the Watermelon Sparkletini by Verdi on-premise. This activity will be is the newest flavor extension supported by POS (including of the very successful Verdi & posters, banners and table Sparkletini family. Watermelon tents), as well as a social Sparkletini delivers true-to- media campaign. fruit watermelon flavor, with a refreshingly light and subtle, sweet kick. Watermelon Sparkletini offers a fun yet Itz Spritz Wins Big sophisticated package consistent with traditional Verdi Spumante, at Fizz Fight the leader in the value-priced Seltzer Competition sparkling category! Itz Spritz Elderflower Citrus, available only in the Itz Spritz Variety Pack, was voted Best Tasting Brewed Seltzer at the 2019 Fizz Fight National Seltzer Competition!

Sufferfest and Strava Bravazzi is the Perfect Warm Weather Option Guts and Glory With over 40 million users globally, Strava is THE social network for athletes, and they’ve never partnered with an alcohol brand… until now. This May, Sufferfest and Strava are teaming up to host a 30-day athlete challenge. At retail, the collaboration will be promoted with eye-catching POS, leveraging the recognizable Strava brand and encouraging shoppers to take the challenge and grab a beer to celebrate. Additionally, Sufferfest meetups and other events will help everyone reach their fitness goals (and earn their beer).

www.origlio.com HeadyTimes v.108 27 Programs Yuengling Lagers For Heroes America’s Oldest Brewery is proud to continue the Lagers For Heroes program as a celebration of Yuengling’s commitment to our nation’s heroes. Yuengling Expands Their In honor of Memorial Partnership with Phillies Day, Yuengling is again focusing on supporting Yuengling is expanding its partnership with the the families of fallen Philadelphia Phillies in a big way this season. heroes through a Yuengling Lager is now the “Official Lager of the sponsorship with TAPS Phillies,” and will be celebrating this season with (Tragedy Assistance limited-edition Phillies Lager cans, starting in March. Program for Survivors). TAPS was formed in 1994 to Now fans of the Phillies can enjoy commemorative care for families of America’s fallen heroes. Today, 12 and 16 oz. Phillies Lager cans at Citizens over 75,000 survivors make up the TAPS family. Bank Park and at local retailers or bars in the TAPS’ mission is to support anyone coping with the Philadelphia region. Yuengling is also activating the loss of a loved one that served in the military. All Phillies partnership with sweepstakes including the services are free of charge and TAPS receives no opportunity to meet Phillies All-Star Pitcher and government funding. They rely on the generosity of Yuengling brand ambassador Aaron Nola, an patriotic Americans. in-stadium outfield bar, media integrations and Yuengling Wednesday Home Game Share the pride of Lagers For Heroes by inviting promotions. Look for more news on this consumers to Grab A Lager & Toast A Hero through great partnership on Yuengling’s social patriotic, thematic displays. In addition to a $50,000 channels. contribution from Yuengling, consumers can participate in a text-to-donate program that Who’s the biggest Phillies fan? directly benefits TAPS’ Inner Warrior During opening week, fans can Program, which uplifts military post pictures or videos to show why survivors through programs that they’re the biggest Phillies support a healthier, fuller life fan on Instagram or Twitter through physical fitness and mental well-being. by tagging @Yuenglingbeer and utilizing the hashtags: Text TAPS to 24700 to join Yuengling in #YuenglingXPhillies and making a donation to the families of #Sweepstakes for a chance to America’s fallen heroes. Learn more win a Yuengling/Phillies about Yuengling’s support and appreciation vending machine! of our military at lagersforheroes.com

Check out George Latella’s latest Retail Edge blog post, “Marketing Planning” at Origlio.com/blog/marketing-planning. George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, which is the largest major at Saint Joseph’s University, recently celebrated its 57th anniversary. George is also a partner in Beacon Marketing group, which provides marketing planning, research and e-commerce/direct marketing communications for food and beverage companies. George can be reached at [email protected] or 610-660-2254.

28 HeadyTimes v.108 www.origlio.com RethinkingRETAIL Time to Drink Your Wheaties Which beer style appeals equally to men & women, can be Only recently have brewers turned their full creative slightly hoppy and features all the exciting flavors modern prowess on this style with the same intensity given consumers crave? It’s wheat beer, the O.G. of craft beer. to IPAs. The second largest beer style in craft is the perfect canvas Nuanced, tasty and refreshing, fruit-forward wheat beers for brewers to showcase popular fruit flavors. are usually very sessionable (many with ABVs in the 4.5% range) devoid of palate-wrecking bitterness and funky And the fruit beer category is up 11%. yeast esters that some people find objectionable. Blue Moon Belgian White is America’s best-selling national These are but a few examples of wheat beers your craft. It made its debut back in the ‘90s before IPAs customers will find irresistible in the warm months dominated the category. Now, one quarter of all the craft to come. beer sold in the country is some kind of wheat ale, also called wit or weisse, among other names.

ALLAGASH WHITE SAMUEL ADAMS UFO BY HEAVY SEAS 21ST AMENDMENT CAPE MAY WHITE SUMMER ALE HARPOON RIP CURRANT HELL OR HIGH Brewmaster Rob Brewed with WATERMELON Tod’s original Golden, hazy and Refreshing with the New to the Heavy orange and lemon flagship White thirst-quenching, right amount of Seas portfolio, Brewed with real peels, coriander, is the beer by this summer ale is sweetness, these Rip Currant offers watermelon, this grains of paradise which all others in back with orange, easy-drinking waves of raspberry American wheat and Belgian the category are lime and lemon hefeweizens will and black currant beer is crisp, dry witbier yeast, judged. It remains peel creating make you think to give this beer and refreshing. this traditional, his favorite a refreshing you just picked the its sweet and Belgian-style creation and citrus aroma. fruit yourself. bright juiciness. wheat ale is made best seller. in the heart of the East Coast.

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3000 Meeting House Road Philadelphia, PA 19154

A Corona is all you need to start your Cinco celebrations! The brand is inviting consumers to hit the pause button and enjoy the simple celebrations This Cinco, Dos Equis is inviting consumers to like hanging with friends, eating tacos and drinking make memories with their friends, have a good cold cervezas. To make this celebration even bigger, time and amplify their fun with Dos Equis! The Corona will be giving away tacos to the masses for brand will reward one lucky consumer and three the ultimate Taco Tuesday through a partnership with friends with a grand prize trip to Cancun, so Ibotta. The 360-degree marketing program includes they can continue their celebration together. Cinco de Mayo TV spots, digital video, paid social, Fans will be asked to snap a pic of themselves on- and off-premise POS and a partnership with Old with friends enjoying Dos Equis and upload it to El Paso providing unique recipe content. Your Cinco DosEquis.com/CincoDeMayo for a chance to win. starts here this Corona de Mayo!