“Four-Titude” the Sixth Generation of Yuengling
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Spring 2018 | V.23 ORIGLIO BEVERAGE – READING “FOUR-TITUDE” THE SIXTH GENERATION OF YUENGLING Delivering Excellence Seasonals Rethinking Retail New Products Programs HEINEKEN GOES LOCAL | SPRING SELECTIONS | LAGU-NUMEROLOGY MAKES ORDERING BEER EASY Letter toTHE TRADE Introducing Corona Premier In This Dear Valued Customer, ISSUE “Put the right beer in the right account and you’ll help retailers make more money.” That’s something right out of Beer Selling 101. But sometimes there is a beer that is right for every account and that beer is Delivering the Corona Premier. That’s a pretty bold statement, but it’s true Taste of Excellence ...............1 of Corona Premier. In my opinion, Premier is the right beer for right now. Lead Story ..........................2 • Right now, consumers are returning to brands like Corona that they know and trust. • Right now, consumers want a sessionable, light beer that is flavorful, Brewer Highlight .................4 full-bodied and balanced. • Right now, consumers are eager to pay more for high-end brands Roots Beer Distributor ..........5 that signal to their friends that they are successful, fun-loving and health-conscious. In other words, Corona Premier is a sophisticated choice for consumers who are Island Pizza ........................6 looking for an elevated light beer experience. It’s a perfectly balanced, premium light beer with an exceptionally smooth taste. And with 2.6 grams of carbs and 90 calories, Corona Premier is ideal for consumers who want refreshment New Products .....................7 without being weighed down. Yes, the liquid is excellent, but so is the packaging. Everything about Premier’s Seasonal Selections .......... 11 look – from the font to the silver color scheme, supports the brand’s higher price compared to other light beers. And speaking of support, the folks at Constellation (the company that imports Corona) are spending north of $30 Programs ......................... 20 million on TV (live sports and TV shows), radio and social media marketing. Corona Extra is the nation’s best-selling imported beer. Corona Light holds the same coveted spot in the imported light beer category. Obviously, there Rethinking Retail .............. 29 is a pattern here. The people crafting & marketing Constellation’s beers know a winner when they see one. You could say they have a knack for offering consumers the right high-end beers at the right time. Shouldn’t you do the same? Sincerely, Dominic Origlio President ® Heady Times is published five times a year, courtesy of Origlio Beverage. DeliveringTHE TASTE OF EXCELLENCE Find Out More About Origlio – Reading’s Employees Derek Usner Delivery Service Representative How long have you been with Origlio- Reading? 8 years. Which areas do you service? Northampton and Lehigh Counties. How do you provide the best service to customers? I try to be knowledgeable about our products and billing so I’m able to answer questions the customer might have. Other than that, just common sense things: get to know the customer to find a delivery schedule/time that works for them and be on time. What do you like to do when you’re not working? I have a cabin in Slate Run so I like to go up there and take the dog hiking. I’m also a member of Reading Off-Road Riders, which is a dirt biking group. We put on a couple events each year. If you could be anywhere, drinking any beer, where would you be and what beer would you have in your hand? I’d be in Montana drinking a Lagunitas Sucks. Ian Thomas On-Premise Sales Manager, Berks County How long have you been with the company? I have been with All Star/Origlio for 15 years. What other positions have you held in the company? I started out as a merchandiser. I did that for three years before I got a sales route in Berks County. I had that route for three years when I stepped into the role of Key Accounts Manager for Berks and Lancaster Counties. After a restructure of the sales team about four years ago, I took a position as the manager of the on-premise sales team in Berks County, which is my current position. What is the best thing about your job? The best part about my job is getting into the market with my reps and talking to accounts. The decisions that are made in those meetings are important to growing our business together. What does it take to make sure your department runs smoothly on What do you like to do when you’re not a day-to-day basis? Trust and communication with my team. working? I love to golf. What does it take to be a top notch sales manager? I like to lead If you could be anywhere in the world by example. I can’t ask my team to do something that I wouldn’t do drinking any beer, where would you be or stand behind. But most of all, you could not be a top notch sales and what would you be drinking? Playing manager without a top notch sales team. I would put my team in Berks golf at Augusta National with friends, while up against any other team! drinking a Coors Light. www.origlio.com HeadyTimes v.23 1 LeadSTORY Heineken Goes Local This global brand focuses on connecting with local markets in new and innovative ways. EINEKEN’S SIGNATURE GREEN BOTTLE AND RED STAR IS PURE Heineken’s community engagement also marketing iconography. This world-renowned beer was founded in includes support of local musicians and H1864 by Gerard Adriaan Heineken, and is now part of an industry- artists through their new Heineken Green leading, global enterprise that boasts such heavy-hitting brands as Room music platform. These impressive Heineken Light, Dos Equis, Tecate and Strongbow Hard Cider. Heineken monthly happenings, curated by the HUSA USA (HUSA) is successful because of their brands’ appeal to specific team at local on-premise demographics in the communities they target. From Heineken’s pure accounts, will showcase European pilsner, to Tecate’s full-bodied Mexican cerveza, this portfolio “really cool up-and-coming has tremendous appeal and potential. Trends show beer drinkers drifting musicians, providing inside away from high ABV, uber-crafty beers. Instead they are looking for value access.” Who can you and quality, both of which are right in Heineken’s wheelhouse. expect to see highlighted at Green Room events? Sauer With many of these brands growing by double says Heineken can’t release digits in 2017, you would think HUSA’s strategy any specific names quite for 2018 would be to keep their marketing yet, but promises events that are “cool eye on the “big-picture” and continue to for Heineken drinkers and music lovers reap the benefits of their international alike. We want everyone to be a part of an reputation. However, Heady Times caught up intimate experience… but in a trendy, hip with Heineken’s Regional Marketing Manager Heineken way.” Michelle M. Sauer who shared that, in actuality, they’re doing just the opposite: they’re What else is in store for HUSA’s brands going local! in 2018? Plenty! With more and more consumers looking for a refreshing beer, While most international beer brands have while also being health conscious, HUSA a history of approaching local markets by Regional Marketing Manager believes it’s a perfect integrating a certain city’s name, skyline or Michelle M. Sauer time to reintroduce local slang into their marketing and point Heineken Light. This of sale, Sauer explains how HUSA digs deeper. “Being local isn’t just year, expect to see a about having local POS or a neon that connects Heineken [to a certain major marketing focus market]. Going local is about finding opportunities to give back to the on Heineken Light community where we are connecting with our consumers.” dubbed, “Sometimes For HUSA that includes supporting Lighter is Better”. Its local events like Philadelphia’s Unity intent, Sauer says is, Cup, a soccer tournament held over “To remind consumers several months that “unites the city’s how great Heineken neighborhoods and celebrates its diverse Light tastes, and that you don’t have to immigrant communities through soccer,” compromise taste to enjoy a 99 calorie says Sauer. Heineken is investing in beer. It’s an option for consumers to enjoy similar events across the country, Heineken, rather than a glass of wine or a allowing HUSA to, “support a local event higher caloric drink like a margarita.” that brings its community together.” Strongbow is positioned to make a Data shows the strategy is working. After a few years of weak sales, play for similar consumers with their Heineken came back strong in 2017, and is continuing that growth new Rosé cider. It’s no secret that in 2018. By making their focus hyper-local, HUSA is effectively all-things rosé are on fire right now. reintroducing their products to consumers who want to support brands Sauer feels Strongbow Rosé fits that support their community. a perfect niche and is “a great option to offer cider and wine An example of Heineken’s hyper-local focus is their storied support of drinkers.” This semi-dry cider is local soccer clubs, ranging from MLS to Champions League and the light and fruity like a rosé wine, International Champions Cup. Heineken’s dedication to these soccer but “with a more refreshing taste. clubs speaks to their ability to be an elite international brand with It’s Rosé all day!” local relevance. “We’re proud to be a part of each team we support,” says Sauer. 2 HeadyTimes v.23 www.origlio.com LeadSTORY But the secret weapon in HUSA’s arsenal HUSA Support for 2018 is Tecate, with growth that has straight up exploded in the last few years.