“Four-Titude” the Sixth Generation of Yuengling

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. Consumers Heineken USA not only has a portfolio of the nation’s see Tecate as an affordable, great-tasting leading upscale imports, they also continue to create beer with a level of authenticity that other innovative programs to support their beers. brands would kill for. Some say Tecate’s Later this year, Heineken will introduce their new 18-pack overtaking Pabst Blue Ribbon as the new Cooler Pack – this is the value pack consumers have “hipster” beer of choice. But Tecate and been clamoring for. Tecate Light aren’t only for the tatted up bearded guy who rides a fixie. To expand Tecate’s reach, HUSA is focusing on two marketing platforms in 2018: Boxing and Food Pairing. Sauer explains, “Tecate has partnered with Golden Boy Boxing and has two lead boxers, Canelo and GGG, in Tecate’s corner all year long. A one-two punch you could say! And the food angle is an opportunity to showcase how great Tecate is during any grilling occasion. The guy who mans the grill this summer can be bold and enjoy a Tecate at the same time.” Tecate is the Official Beer of Boxing and soon consumers can claim their corner with a chance to win a premium, at-home viewing system to watch the Canelo V. Golovkin fight.

With all things rosé tearing it up at retail, Strongbow Rosé Hard Cider is positioned to be a knockout hit!

Dos Equis marketing for 2018 will pivot away from the Most Interesting Man in the World and instead remind consumers why Dos Equis is the Most Interesting BEER in the World!

Heineken USA has an aggressive game plan for 2018 and the company has a unique strategy to bring these products and programs to market with a distinctly local flair. Expect to see HUSA brands partnered with local organizations and community events, directly connecting with consumers. For a company with a successful, global presence, going local might just be their most innovative strategy yet.

www.origlio.com HeadyTimes v.23 3 BrewerHIGHLIGHT “Four-titude” Drives the Sixth Generation of Yuengling’s Family Business Dick Yuengling thought long and hard before investing millions of dollars in his Florida facility. Foremost in his mind was one very important consideration. Will there be a sixth generation at the helm of American’s Oldest Family-Owned Brewery? His four daughters – Jennifer, Wendy, Sheryl and Debbie, assured him that they were all in. HERE AREN’T MANY PLACES IN CENTER CITY where you won’t come across Yuengling’s T newest and very successful marketing platform #spreadyourwings. This ad campaign reminds consumers that Yuengling is Philadelphia’s local brewery with the German-brewing heritage, authenticity and easy-drinking beers this discerning population demands. Jennifer, Wendy, Sheryl and Debbie Yuengling – the daughters with “four-titude”, (yes, we know it’s corny) find it a quirky coincidence that #spreadyourwings resonates with the public. “It’s what our dad urged each one of us to do,” began Jennifer Yuengling-Franquet. “But he said something more like ‘figure it out and find something you want to work hard at every day’”. “There was no pressure to work here,” said Wendy Yuengling-Baker. “Yet we all found our own path back to the brewery.” “Sure, the four of us have our little disagreements. That’s a good thing. It’s not a good thing When their dad took over the brewery from his father in when dad doesn’t agree with us!” – Wendy Yuengling-Ferhat 1985, the company was on shaky ground. Things began From left to right, Sheryl Yuengling, Jennifer Yuengling-Franquet, Wendy Yuengling-Baker and to change two years later when he reintroduced an Debbie Yuengling-Ferhat amber lager brewed from an old family recipe, Yuengling Lager. Philadelphians embraced the beer and the family credits the brewery’s survival to Lager’s success in the city. But success comes from hard work and Dick Yuengling realized that he needed and wanted Dick Yuengling encouraged his his daughters to work in the family business. So in 1995, he asked daughters to spread their wings and them if they would eventually shoulder the responsibilities of running the chart their own course. Each found brewery, which they did. Since coming onboard, the four sisters have their own path back to the brewery. helped Yuengling expand to new markets, refresh the company’s image • Sheryl is a culinary school graduate and connect with a new generation of customers. But along the way, with a concentration in pastry arts. they have faced their own challenges. She heads order services and has “People look at us and think we need to prove ourselves because we are cross-trained in many positions for women working in what has been thought of as a man’s business,” said which she often pinch-hits. Debbie Yuengling-Ferhat. “But that’s not how we see it at all. We try to • Jennifer handles operations, logistics work harder than our co-workers to show our commitment to the success and sustainability. She has a Masters of the brewery because it puts food on their tables. Five generations of in Counseling Psychology. our family worked very hard to put us into this position. That’s something we don’t take for granted.” • Wendy oversees HR, IT, finance and stays close to sales and marketing. “Yuengling is a family business,” explained Sheryl Yuengling. “Family She studied economics and worked for includes our employees and our community. It’s not just about how an advertising company in New Jersey. successful the four of us are. Come to think of it,” she added, “there’s already a seventh generation of Yuenglings waiting in the wings, so we all • Debbie is a CPA who now plies her better get back to work.” skills on pricing, margin-minding and distributor budgets. And that’s what they did.

4 HeadyTimes v.23 www.origlio.com Off-PremiseSPOTLIGHT Roots Beer Distributor EAL FULKERSON AND HIS AUNT, KAREN HURLEY, ARE THE dynamic duo of Roots Beer Distributor in Mount Joy, PA. They Nrun their family-owned business with unparalleled optimism, enthusiasm and passion. What some might see as obstacles, they see as opportunities, ready to take whatever the industry throws at them and use it to their advantage. Heady Times sat down with Neal and Karen to find out more about what they’ve done and what they’re planning to do to make Roots a destination beer shop in Lancaster County. Neal Fulkerson and Karen Hurley of Roots Beer Distributor Heady Times (HT): This business has been in your family for 37 years. Having grown up in this industry, what is the biggest change you’ve seen and how did you adapt? Neal Fulkerson (NF): Definitely being able to sell 6-packs and singles. I never thought I’d see that. Karen Hurley (KH): It happened on Neal’s birthday this year! The first day we were able to sell them was his actual birthday. And we were ready for it. We went all in. We had our new cooler doors ordered back in November. NF: We put in 20 cooler doors and multiple shelves. We had to move things up to the office to make space. On the back end, we implemented a new point of sale system to accommodate the increase bought the same shelves grocery stores in product. have, which actually let us stock more. HT: How has this affected your business? We installed big LED lights for the walk-in cooler. We always offer to help in any way NF: It has been huge success for us. 16 of the 20 cooler doors we put in we can. are dedicated to mix and match 6-packs. And we are seeing customers shopping around and taking their time to browse our selection. HT: What are your future plans for the store? HT: What makes you stand out from other distributors? NF: We begin each year with a rough idea of NF: We are extremely organized and pay attention to every detail; our what we want to accomplish. This year we mix-a-six and single selections are all sorted by style and alphabetized. replaced the roof and added a huge, new The cooler doors for the mix-a-six are labeled by style and outlined in sign on the front to grab people’s attention. pink, which coordinates with the pink lettering on the custom 6-pack carriers we had made. KH: Right now we are working with a marketing firm to help brand ourselves We pride ourselves on our customer service. We like to engage with our and our products better. We feel like the customers as much as we can. I sometimes walk around the store with sky is the limit. We want to be the go-to customers and show them what’s new. We also take special orders, place in Lancaster County. We want to about 100 per month. If a customer is looking for something that we not only survive the changes with grocery don’t have, I’ll go so far as to call the brewery and find out if there is and convenience, but we want to thrive somewhere else the customer can get it. beyond that. We change a lot. Constantly. We are always trying to better ourselves. For example, when 15-packs and 16 oz. cans were introduced, we changed the store around to get them in a more prominent spot. I don’t let products sit; if something doesn’t sell I don’t bring it back in. HT: How have you been adapting to the increasing competition from grocery stores? NF: Lots of distributors are very against grocery stores, but I think there’s a lot to learn from them. Grocery stores are good at what they do and people (consumers) like them. So we’ve been making some changes to be more like a grocery store, in a sense, and be more shoppable. We

RootsBeerDistributor.com • 537 West Main St., Mount Joy • 717-653-4100

www.origlio.com HeadyTimes v.23 5 On-PremiseSPOTLIGHT Island Pizza HEN YOU THINK OF PENNSYLVANIA, THE FIRST IMAGES THAT come to mind are probably not palm trees and sunshine. But at W Island Pizza in Birdsboro, owner Bill Vanneman and family have created an escape. With pizza dough made daily, an outdoor bar & patio that overlooks the sunset and nearly 40 beers on tap, Island Pizza truly is a slice of paradise. Heady Times (HT): You’re located in southeast Pennsylvania. What made you decide on the name Island Pizza?

Bill Vanneman (Bill): My wife and I used to go on vacation to islands Bill Vanneman and his son Billy of Island Pizza a lot when we were younger and we wanted to open up a pizza shop on an island. One time while we were at a pizza shop in Aruba, we got to talking with the owner, who told us it is very expensive to make pizza on an island because all of the ingredients have to come from somewhere else… you don’t see many wheat fields on an island. So when we opened up here, we called it Island Pizza and our specialty pizzas were named specifically after islands. HT: Why Pizza? Bill: I grew up in a pizza shop and making pizza was something I loved to do. My wife supported and encouraged me to open my own place. Not many wives would tell their husbands to give up a good, secure job to open a restaurant. I don’t get to make the pizza anymore, it takes a toll on your body, so my son Billy makes most of it now. One of Island Pizza’s most loyal customers, “Big Jim” has his very own bar stool HT: How many types of pizza do you have? Billy Vanneman (Billy): We normally have about 20 different styles and we are always experimenting. I’ve made dessert pizza and peanut butter & jelly pizza. On busy football Sundays, I’ll come in early and make breakfast pizza for the staff. They love it. HT: What changes have you made over the years? Bill: When I first bought this place, it had a straight bar with nine barstools and two beer meisters. Every year we got bigger and bigger. HT: What are your plans for the future? We redid the bar a few years ago and decided to focus more on craft Bill: We are going to create a to-go side so beer. We ended up being so busy that we outgrew the space and had people picking up their orders don’t even to do more renovations to move the cooler next to the bar. It used to have to come inside. We are also going to be on the opposite side of the building and we’d have to move the kegs double the number of spaces in the parking through the dining room to change them. Along with that we put in a lot from 50 to 100. We want to keep 25 tap system. When we saw how well things were going after that we bringing people in, but if the parking lot is decided to build an outside patio. full we fear that people will leave. HT: How has the patio changed business for you? Bill: We always wanted to offer a spot to sit outside and drink. Originally, the building had an overhang outside and we tried having certain nights with beer pong, bean bags, music, etc. but it wasn’t generating the business we hoped for. Now our patio has a bar with eight taps and thirty barstools along with fifteen dining tables. It really increases traffic for us; we have people come here just for the patio. We’re not in the city and we have a bit of land surrounding the building, so it’s very beautiful and relaxing out there.

IslandPizzaBarandGrill.com • 3060 Limekiln Rd., Birdsboro • 610-404-7800

6 HeadyTimes v.23 www.origlio.com NewPRODUCTS Smirnoff Ice SMASH Smirnoff Ice Smirnoff Ice SMASH Black Cherry flavored malt This premium, carbonated malt beverages are delicious beverage has a sweet, juicy combinations of two black cherry flavor. ABV: 4.5% well-known flavor Package: 11.2 oz. bottles only pairings smashed Availability: Year‑round, beginning together to create in April in Lancaster and a refreshing malt Berks Counties beverage. Smirnoff Ice SMASH is available Smirnoff Ice Mango Refresh in Lemon-Lime, Screwdriver, Strawberry Lemon, Cherry Lime and Peach Mango flavors. ABV: 8% This spring, Smirnoff Ice Mango Package: 23.5 oz. cans only Availability: Now, will be available in updated year‑round in Lancaster and Berks Counties packaging and the liquid will be an orange-peach color Smirnoff Berry Lemonade (it was previously clear). Not Spiked Sparkling Seltzer to worry, the carbonated, sweet, juicy mango flavor will Berry Lemonade Spiked Sparkling Seltzer is remain the same. ABV: 4.5% an unsweetened, bubbly lemonade combined Package: 11.2 oz. bottles only Availability: Year‑round, with juicy strawberry and raspberry notes, beginning in April in Lancaster and Berks Counties balanced with just a hint of refreshing tartness. ABV: 4.5% Package: 12 oz. cans Smirnoff Ice Margarita only Availability: Year‑round, beginning in April Smirnoff Ice Margarita is citrusy, tart and in Lancaster and Berks Counties sweet, with complex, earthy/salty tequila Smirnoff Raspberry Rosé notes. Enjoy the refreshing taste of a Margarita without the fuss! ABV: 4.5% Spiked Sparkling Seltzer Package: 11.2 oz. bottles only Raspberry Rosé Spiked Sparkling Seltzer has Availability: Year‑round, beginning in a juicy raspberry flavor with floral and jammy April in Lancaster and Berks Counties undertones. ABV: 4.5% Package: 12 oz. cans only Availability: Year‑round, beginning in May in Lancaster and Berks Counties Ballast Point Discovery Mix Pack Smirnoff Spiked Sparkling Whether headed to a BBQ Seltzer Variety Pack or your fridge, Ballast Point’s Discovery 12 pack This variety of spiked, sparkling seltzers, infused with can mix offers the ideal natural fruit essence, purified water and no added sugar variety of world-class or sweeteners includes: Smirnoff Spiked Sparkling beers. With easy-drinking Berry Lemonade, Watermelon, Cranberry-Lime and ABVs and approachable Raspberry Rosé. Availability: Year‑round, beginning in styles, this variety pack May in Lancaster and Berks Counties features laid-back, yet flavor-forward beers including: Fathom IPA, a crisp and clean West Coast-style IPA with zesty orange and piney hop character; Bonito Blonde, a blonde ale with a soft malt character, a subtle hint of hops and a dry finish and their limited seasonal Tart Peach Kolsch, a bright and refreshing ale with ripe peach aromas and a tart flavor. Their limited seasonal beers will rotate three times a year, offering more flavors and styles to showcase the award-winning quality of Ballast Point beers. Availability: Year‑round, beginning in April in Berks, Lehigh and Northampton Counties

www.origlio.com HeadyTimes v.23 7 NewPRODUCTS Narragansett Blue Moon Fresh Catch Mango Wheat Draught From the fishermen who have fought Blue Moon Mango the harsh waters of the Northeast for Wheat is now generations, to the family clam bakes available on draught! and lobster boils that celebrate their Crafted with ripe, well-earned bounty, seafood is part of fresh mangoes and the fabric of every New Englander. Since a hint of honey for 1890, Narragansett has been the beer a mild sweetness, that fishermen toil to earn and the beer Mango Wheat the rest of us salute them with. This beer honors the delivers a refreshing risk and hails the reward that comes with every “fresh taste that’s perfect catch”. This supremely refreshing, golden ale is dry for sipping in the hopped with Citra for a crisp grapefruit finish. Aromas of sunshine. Look citrus and passion fruit are very evident, but mild on the out for this award- palate. Fresh Catch is brewed to be the perfect pairing winning brew on draught as well as in 12 oz. 6 pack for shellfish or whitefish. ABV: 4.2% Packages: 12 and bottles and in the Blue Moon Share Pack! ABV: 5.4% 16 oz. cans Availability: Now, year‑round in Lancaster, Availability: Now, year‑round in Lancaster, Berks, Berks, Lehigh and Northampton Counties Lehigh and Northampton Counties Blue Moon Belgian White UFO Pineapple 24 oz. Cans Beginning this summer, Blue Moon fans Introducing UFO’s first, new, year‑round will be able to enjoy even more of the product in eight years! UFO Pineapple is bright and refreshing taste of Blue Moon’s a golden, juicy and tropical hefeweizen popular Belgian-style wheat ale in 24 oz. that helps you get your luau on… no cans. ABV: 5.4% Availability: Year‑round, matter the season. Just add hula skirts. beginning in May in Lancaster, Berks, ABV: 5.2% Packages: 12 oz. cans and Lehigh and Northampton Counties draught Availability: Now, year‑round in Berks County

Crispin Rosé Draught Earlier this year, Crispin Rosé Hard Cider debuted its refreshing blend of cider, rose petal and hibiscus taste in 12 oz. bottles. Now drinkers can get a taste of this elegant pink blend on draft. ABV: 5% Availability: Now, year‑round in Lancaster, Berks, Lehigh and Moosehead Pale Ale Northampton Counties Moosehead Pale Ale was the first beer to be branded Moosehead. “Moose Red”, as it was referred to in the Maritimes, has a recipe dating back to 1931 as well as a very loyal following. A true top-fermented ale, Moosehead Pale Ale is medium-bodied and fermented at warmer temperatures to impart its floral aromas. ABV: 5% Packages: 12 and 16 oz. cans Availability: Now, year‑round in Lancaster, Berks, Lehigh and Northampton Counties

8 HeadyTimes v.23 www.origlio.com NewPRODUCTS Mike’s HARDER Cayman Jack Margarita Strawberry Lemonade 12 oz. Slim Cans Mike’s HARDER Strawberry is a refreshing “Arguably the most refreshing ready to take on the classic strawberry lemonade. drink margarita in the world,” Cayman Jack The aroma is of ripe, juicy strawberries, Margarita is made with 100% blue agave while the taste is unmistakably crisp, nectar, natural lime juice and real cane freshly-picked strawberries. There is just sugar. Now available in a more convenient the right level of sweetness combined package for those seeking adventure with with the tartness from the lemonade a premium margarita cocktail. ABV: 5.8% that makes it extremely refreshing. ABV: 8% Availability: Year‑round, beginning in Package: 16 oz. cans only Availability: Year‑round, April in Lancaster, Berks, Lehigh and beginning in April in Lancaster, Berks, Lehigh and Northampton Counties Northampton Counties Mike’s HARDER Flying Fish Outside IPA Blood Orange A celebration of all things found in the “great outdoors”, Outside IPA is a brand new Mike’s HARDER Blood Orange is bold and offering from Flying Fish. Ripe tropical fruit refreshing with a strong, tart, orange aroma and pine aromas highlight this American IPA, backed up by a rounded orange taste. The making it the perfect complement to every finish is clean and refreshing with a good adventure. ABV: 6.3% Packages: 12 oz. balance of alcohol and flavor. It’s bloody cans and draught Availability: Year‑round, awesome. ABV: 8% Package: 16 oz. cans beginning in late May in Lancaster, Lehigh only Availability: Year‑round, and Northampton Counties beginning in April in Lancaster, Berks, Lehigh and Flying Fish Onshore Lager Northampton Counties Brewed to be a tribute to clean oceans and waterways, Onshore Lager is a new offering from Flying Fish. Highlighted by a beautiful, golden color, this beer finishes crisp and MXD Long Island Iced Tea clean, and is meant to be enjoyed from any shoreline. ABV: 4.9% Packages: 12 oz. This new, ready to drink, pre-mixed cocktail captures the cans and draught Availability: Year‑round, classic Long Island Iced Tea cocktail flavor perfectly. A beginning in late May in Lancaster, Lehigh combination of cola, gin, rum and triple- and Northampton Counties sec are all evident in the taste. All these flavors balance well with just the right sweetness. The finish is very clean, with Strongbow Rosé no lingering aftertaste. MXD Long Island Strongbow Rosé is a Iced Tea is great for sipping chilled or on semi-dry apple and pear the rocks. ABV: 12% Package: 16 oz. cider blend with a touch cans only Availability: Now, year‑round of red-fleshed apple in Lancaster, Berks, Lehigh and for a light, fruity flavor. Northampton Counties It’s reminiscent of a rosé wine, but with a more refreshing taste MXD Margarita and 50% less sugar than the leading hard With a classic, ‘platinum green’ margarita cider. Strongbow Rosé can also be found in color, MXD Margarita has a tart lime, the new Strongbow mini can lineup. These salted margarita taste. At 12% alcohol fun-sized cans provide a perfect taste of it is amazingly balanced and smooth. each flavor. ABV: 5% Packages: 11.2 oz. ABV: 12% Package: 16 oz. cans bottles and limited quantities of 5.1 oz. mini only Availability: Now, year‑round cans (also available in the Strongbow Variety Pack) in Lancaster, Berks, Lehigh and Availability: Now, year‑round in Lancaster and Northampton Counties Berks Counties

www.origlio.com HeadyTimes v.23 9 NewPRODUCTS 2SP Up & Out Stoudts Gearshifter IPA Simcoe and Mosaic are the dominant This orange-hued, hop forward hops in this hazy IPA that together ale is brewed using Cascade create a nice citrus/piney flavor profile. and Columbus hops in the The thing with pitching hops during kettle and whirlpool to impart the whirlpool (the last part of the notes of piney, citrusy hop actual brew day) and dry hopping dankness. Stoudts then “shifts (the latter half of the cellaring period) gears” and dry hops this ale in is that the flavors from the hops come through a the fermenter with a ridiculous lot more, but yield little bitterness. This is a highly amount of Citra and Mosaic crushable IPA. ABV: 6% Packages: 12 oz. cans hops for a floral, tropical and draught Availability: Year‑round, explosion of hoppy goodness. draught now, 12 oz. cans in April ABV: 6.8% Package: Draught in Lancaster, Berks, Lehigh and only Availability: Now, year‑round in Lancaster, Berks, Northampton Counties Lehigh and Northampton Counties 2SP Back & Forth Stoudts Nitro Scarlet Lady Made with a lot of love for Citra, this This English-style ale is brewed pale ale has big citrus flavors and pretty with Marris Otter and caramel Graphics for 2SP Back & Forth were low IBUs. It’s completely crushable malts, creating a rich, reddish- not available at the time of print and likes to be dominated. copper color and smooth, ABV: 5% Package: Draught only malty palate. The addition Availability: Now, year‑round in Lancaster, Berks, of bittering and aroma hops Lehigh and Northampton Counties balances the regal, sweet maltiness and imparts a softly perfumed aroma. ABV: 4.8% Saranac The Can-Do Pack Package: Draught only Saranac embodies a can-do spirit, offering consumers Availability: Now, year‑round in a great mix of canned brews. The Can-Do 15-pack Lancaster, Berks, Lehigh and includes: their award-winning Pale Ale, which is Northampton Counties made using the brand’s exclusive hop infusion process; Legacy IPA, a beer inspired by a resurrected Stoudts Nitro Fat Dog family recipe and Gen4 Session IPA, a hop-forward Fat Dog merges the smooth session IPA which embodies four and complex richness of generations of Matt an oatmeal stout with the Family brewing. assertive hoppiness of an Availability: Now, Imperial stout. ABV: 9% year‑round in Package: Draught only Lancaster and Availability: Now, year‑round Berks Counties in Lancaster, Berks, Lehigh and Northampton Counties

Lionshead IPA Lionshead IPA is an American-style India pale ale brewed in the heart of Northeastern Pennsylvania. This is an all American ale, made with American malts and Centennial, Cascade and Nugget hops. During the brewing process Lionshead uses a quarter ton of hops to balance the malt sweetness with a hoppy bite! ABV: 6.7% Package: 12 oz. cans only Availability: Now, year‑round in Lancaster, Berks, Lehigh and Northampton Counties

10 HeadyTimes v.23 www.origlio.com SeasonalSELECTIONS When Demand Exceeds Supply ZIMA Zima will be back for the summer! It was a hit Many of our craft seasonal and specialty releases are with Gen Xers and Millennials when it made available in limited or extremely limited quantities. its comeback in summer 2017. ZIMA’s clear Breweries only produce a certain amount of their specialty citrus taste is returning in 2018 to excite beers and Origlio Beverage does all they can to get as much even more nostalgia-crazed consumers. product as possible. In addition, this publication is compiled But fans will have to grab Zima while they months prior to the decision made by the brewery to can. It will only be back for a limited time. allocate their products to the wholesaler. Variations in the ABV: 5% Package: 12 oz. bottles only production for some of these limited release offerings will Availability: Mid-May in Lancaster, Berks, fluctuate, resulting in lower quantities than anticipated. Lehigh and Northampton Counties If you are interested in something you see in this publication and it is out of stock when you place your order, please contact your Origlio Sales Representative to Magic Hat Elder Betty discuss similar options. This weiss-style ale has a bready malt flavor, Origlio also sends a craft email blast, weekly to inform balanced by a touch of hops and complemented customers of seasonal offerings that are available to you by the tart berry flavor of elderberry. ABV: 5.5% immediately and ones that will be in stock soon. Packages: 12 oz. cans and draught If you are interested in receiving this email please contact Availability: Now! in Lancaster, Lehigh and Jessica Lawrence at [email protected] with your Northampton Counties email address. Seagram’s Escapes Leinenkugel’s Summer Shandy Red White & Boom Everyone’s favorite summertime shandy is This new summer variety pack back with its delicious, citric lemon taste. from Seagram’s Escapes It’s the perfect refreshment to pair with features two crowd favorites, backyard dishes like BBQ chicken, fruit salads, Strawberry Daiquiri and watermelon and grilled fish. ABV: 4.2% Blueberry Acai Lemonade, Packages: 12 oz. bottles, 16 oz. cans, new and two flavors exclusive to this 24 oz. cans and draught Availability: May in pack, Coconut Lime and Red, White & Citrus! Lancaster and Berks Counties Availability: April in Lancaster and Berks Counties Leinenkugel’s Shandy Sampler Long Trail Thru Hiker Enjoy all that summer has to offer with four great shandy-style beers in Continue down the trail with Long Trail’s refreshing Leinenkugel’s Summer Shandy Sampler: summer wheat ale; Thru Hiker is slightly sweet with Grapefruit Shandy, Orange Shandy, a hazy body and notes of citrus, spice and fruity Summer Shandy and Watermelon hops. ABV: 5.2% Packages: 12 oz. bottles and Shandy. Availability: Now! in draught Availability: May in Lancaster, Berks, Lancaster and Berks Counties Lehigh and Northampton Counties Leinenkugel’s Long Trail Summer Explorer Pack Summer Survival Pack It’s the perfect time of the year to get back outside Be prepared for whatever comes and discover something new. And with beers like your way with Long Trail’s Summer Canoe Paddler, Summer Shandy, Survival Pack. This variety pack Orange Shandy and variety pack includes: Long Trail Ale, Green exclusive Cherry Blonde Lager, the Blaze IPA, Blackbeary Wheat and Leinenkugel’s Summer Explorer Pack new Thru Hiker. Availability: May has a little something for everyone to in Lancaster, Berks, Lehigh and enjoy. Availability: Now! in Lancaster Northampton Counties and Berks Counties

www.origlio.com HeadyTimes v.23 11 SeasonalSELECTIONS Samuel Adams Summer Ale Aloha Traveler Pineapple Shandy Golden, hazy and thirst-quenching, this American Aloha Traveler is an American craft wheat ale wheat ale is synonymous with summer. Lemon peel made with real pineapple for a refreshingly adds a bright citrus note that’s complemented vibrant drinking experience. Aloha Traveler by spicy, citrusy Hallertau Mittelfrueh and Saaz welcomes you to taste the tropics. ABV: 4.4% Noble hops. Grains of Paradise accent the Packages:12 oz. cans and draught crisp wheat character with a peppery spice that Availability: April in Lancaster, Berks, Lehigh finishes clean. Iconic as it is refreshing, Summer and Northampton Counties Ale is just right for any summer day. ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans and Traveler Summer Variety Pack draught Availability: April in Berks, Lehigh and Traveler’s summer can variety pack Northampton Counties includes: Traveler Grapefruit Shandy, Samuel Adams Porch Rocker Curious Traveler Lemon Shandy, Aloha Traveler Pineapple Shandy Sweet, tangy and refreshing, this beer was and (back for 2018) Time Traveler inspired by German cyclists who first drank Strawberry Shandy. Availability: April beer mixed with lemonade to quench their in Lancaster, Berks, Lehigh and thirst on a hot summer day. Sam Adams’ Northampton Counties take on the style starts with a golden helles lager and adds a unique blend of lemons to Twisted Tea Tropical capture that fresh-squeezed lemon taste. Its crisp, light body and clean finish make it a Real iced tea taste with notes of refreshing beer all season long. ABV: 4.5% passion fruit, Twisted Tea Tropical Packages: 12 oz. bottles, 12 oz. cans and is ideal for the summer. ABV: 5% draught Availability: April in Berks, Lehigh Package: 12 oz. bottles only and Northampton Counties Availability: May Berks, Lehigh and Northampton Counties Samuel Adams The Beers of Summer Can Variety Pack Ballast Point Tart Peach Kolsch Included in Sam Adams’ 2018 A brew that’s ripe with flavor, Tart Peach Beers of Summer Can Variety Kolsch is a fresh take on one of Ballast are: Sam ’76, Porch Rocker Point’s very first beers. The juicy aroma and exclusive to the variety and flavor of ripe peach complements the pack Hoppy Wheat Ale. subtle fruitiness from the Kolsch yeast Each style is approachable in this bright, refreshing ale. Add a tickle and easy-drinking for of tartness to round out the senses, and summertime. Availability: April you get a new brew that’s interestingly in Berks, Lehigh and delightful. ABV: 5.2% Packages: 12 oz. Northampton Counties cans and draught Availability: Now! in Berks, Lehigh Samuel Adams and Northampton Counties American Summer Variety Pack Ballast Point Moscow Mule Ale The 2018 American Summer This cocktail-inspired brew is a tart and Variety Pack offers a unique refreshing beer version of the classic lineup of new and anticipated cocktail. Loaded with lime zest and beers that are approachable ginger over a kettle-soured base beer, and recognizable – styles Moscow Mule Ale tantalizes your taste that satisfy a range of buds with tangy and effervescent palates including: Pale Ale, flavors, finishing with a slight hint of Raspberry Lemon Gose, spice from the ginger. It’s the perfect Golden Ale, Hefeweizen, way to enjoy a Moscow Mule without Summer Ale and Boston Lager. Availability: April the shaker or copper mug. ABV: 10% Berks, Lehigh and Northampton Counties Packages: 12 oz. bottles and draught Availability: April in Berks, Lehigh and Northampton Counties 12 HeadyTimes v.23 www.origlio.com SeasonalSELECTIONS Guinness Irish Wheat Limited Edition Mike’s Hard Guinness Irish Wheat is brewed with Guinness Lemonade Packaging ale yeast and 100% Irish wheat. This Mike’s Hard Lemonade will support its upcoming is a clean, crisp, refreshing beer with marketing campaign with limited edition packaging notes of zesty citrus, subtle clove and available now through June. The packaging will exhibit banana. Rich and vibrant gold colors why sad people don’t drink Mike’s. A 10-week national burst through this cloudy, unfiltered television campaign, supported by social media and beer with subtle clove & spiciness local happy hour takeovers, and Irish wheat. Guinness’s 125-year- welcomes consumers to drink on old, top fermenting yeast shows off its the bright side with Mike’s Hard versatility, presenting distinctive hefeweizen Lemonade. Availability: Now! in characteristics. This beer is perfectly balanced and Lancaster, Berks, Lehigh and uniquely Guinness. ABV: 5.3% Package: 11.2 oz. Northampton Counties bottles only Availability: April in Lancaster and Berks Counties Mike’s Hard Guinness Blonde Gilroy Watermelon Lemonade Cans & Bottles Hold on for an intensely refreshing blend of ripe, juicy watermelon and tart This spring, Guinness Blonde Lager lemonade. The liquid is dark pink in color will be available in Gilroy-themed and the aroma is of classic, freshly cut, bottles and cans! A crisp amber beer ripe watermelons. Unlike the overly sweet, with a floral, hoppy aroma, Guinness candy-like profile of other watermelon Blonde Lager is brewed with both beverages, Mike’s Hard Watermelon Lemonade delivers Mosaic & Willamette hops and an authentic, mouthwatering watermelon taste, before the world famous 125-year-old finishing clean, with no lingering sweetness. ABV: 5% Guinness yeast. The flavor is light and hoppy Package: 11.2 oz. bottles only Availability: Now! in on the nose with a long malt finish ABV: 5% Lancaster, Berks, Lehigh and Northampton Counties Packages: 12 oz. bottles and 16 oz. cans Availability: Cans now, bottles in April in Mike’s HARDER Deadpool Cans Lancaster and Berks Counties From March through June, to coincide with the premier of Smirnoff Ice Red, White & Berry Deadpool 2 on May 18th, all Mike’s This flavored malt beverage has HARDER SKUs will feature limited an amazingly cool taste of blue edition Deadpool 2 graphics. raspberry, cherry and citrus flavors, Both the Deadpool and HARDER all combined for a blast of fun. franchises are tremendous ABV: 4.5% Packages: 11.2 and successes. The first Deadpool 24 oz. bottles Availability: 11.2 oz. movie grossed over $260 million bottles now, 24 oz. bottles to follow at the box office globally, while in Lancaster and Berks Counties the HARDER brand continues to maintain its position as the Smirnoff Ice #1 single serve FMB brand nationally. Be sure to stock up on HARDER limited edition Seasonal Variety Pack Deadpool 2 cans while you can! Availability: Now! in The Smirnoff Ice spring/ Lancaster, Berks, Lehigh and Northampton Counties summer 12 pack variety incudes four refreshing Mike’s HARDER Purple Grape flavors: Margarita, Mike’s HARDER Purple Grape combines the color of Strawberry, Pineapple a classic grape soda with a natural grape aroma. It and Watermelon Mimosa. has a fruity, easy drinking taste of real grapes and Availability: Now! finishes smooth, with a nice balance of sweetness in Lancaster and and tartness. ABV: 8% Package: 16 oz. cans only Berks Counties Availability: April in Lancaster, Berks, Lehigh and Northampton Counties www.origlio.com HeadyTimes v.23 13 SeasonalSELECTIONS Dogfish Head Narragansett Clam Shack Dragons & Yum Yums Summer Variety Pack Beer + Music + Art = the holy off-centered The Clam Shack is as essential and meaningful to trinity. Dragons & Yum Yums is Dogfish Head’s New Englanders as the clam itself. From Mt. Desert 2018 music collaboration with The Flaming Lips Island, Maine to Madison, CT, the shoreline is and it combines these pillars perfectly! After dotted with these iconic local treasures. Offering up learning about the rare ingredients selected for unassuming surroundings and the comfort food of this beer, Flaming Lips front man Wayne Coyne New England, they are the perfect simple pleasures was inspired to write an original song about to reward an honest week’s work. The Clam Shack the beer. Then DFH passed the baton to their Variety Pack is Narragansett’s salute to these good friend & artist Marq Spusta to create an institutions of summertime indulgence, and the four off-centered illustration for the packaging. beers offered inside are a lot like the clam shack An explosion of fruit in every sip, this itself – straightforward, honest, fun… and the perfect intensely tropical, yet subtly bitter, pale accompaniments for any clam shack feast – light, crisp, ale is brewed with a combination refreshing and delicious. Included in the summer mix of dragon fruit, yumberry, passion of cans are: Narragansett Lager, an award-winning fruit, pear juice and black carrot American classic and the Official Beer of the Clam; juice. ABV: 6.5% Packages: 12 oz. Del’s Shandy, the highest rated lemon shandy in the bottles and draught Availability: April U.S., which pairs perfectly with fried clams; Fresh in Lancaster, Berks, Lehigh and Catch, a refreshing, golden ale dry-hopped with Citra Northampton Counties that delights with a lobster roll and Town Beach IPA, an ideal beer when you want that IPA hop profile without Dogfish Head Festina Pêche overpowering the seafood flavor. Whatever your summer Tart and refreshing, this neo-Berliner weisse beer drinking occasion, the is the perfect summer companion. Lactic Clam Shack Variety Pack acid is added to the wort to deliver the has a beer for everyone. Hi green apple-like tartness that Berliner neighbor, have a ’Gansett… weisse’s are known for. Then fresh or four! Availability: April in peaches are added to the whirlpool Lancaster, Berks, Lehigh to balance the sourness, making for a and Northampton Counties refreshing summer session sour. ABV: 4.55% Packages: 12 oz. bottles and draught Flying Fish Availability: May in Farmhouse Summer Ale Lancaster, Berks, Lehigh and The perennial warm weather classic, Farmhouse Northampton Counties Summer Ale is highlighted by fruity notes from the yeast, and a spicy hop character that leaves the Dogfish Head Mixed Media finish clean and dry. It’s perfect for summer fun With 50.1% of the fermentables coming from grain and will pair with anything off the grill. ABV: 4.6% and 49.9% coming from grapes, this is quite literally Packages: 12 oz. cans, 12 oz. bottles and the closest to wine a beer can legally be. Late-harvest draught Availability: April in Lancaster, Lehigh Viognier grape must from DFH’s friends at and Northampton Counties Alexandria Nicole Cellars in Washington is used. Brewed with a distinct Belgian yeast strain, Flying Fish Daylight Savings IPA Mixed Media is a complex saison-esque ale Savor those extra hours of sunshine, as with a spicy white wine body, notes of sweet Daylight Savings IPA returns just in time for melon and a tart, dry finish. ABV: 7.5% the change of season. A bouquet of tropical Packages: 12 oz. bottles and draught fruits, most notably mango and papaya, Availability: May in Lancaster, Berks, give way to a pleasing, lightly bitter finish. Lehigh and Northampton Counties ABV: 4.9% Package: 12 oz. cans only Availability: April in Lancaster, Lehigh and Northampton Counties

14 HeadyTimes v.23 www.origlio.com SeasonalSELECTIONS Evil Genius I Love Lamp Evil Genius Turtle Power This classic German-style hefeweizen has an Evil Turtle Power is an American pale ale Genius twist. I Love Lamp is brewed with 2-row, brewed with grapefruit. 2-row and wheat and Munich malts, and hopped gently in crystal malts provide a subtle, toasty the kettle with German hops. Once fermentation backbone allowing the Citra hops to is complete, just the right amount of pineapple really shine through. Then everything is is added, making it a truly unique beer that is complemented and rounded out by the intriguing and drinkable. The banana and clove addition of grapefruit. The result is a notes naturally produced by the hefeweizen refreshing and easy-drinking pale ale with yeast are balanced out by refreshing pineapple, notes of citrus, clementine, strawberry resulting in a delicious, easy-drinking treat. and clean, smooth grapefruit. ABV: 6% ABV: 5.5% Packages: 12 oz. bottles and draught Packages: 12 oz. bottles and draught Availability: Now! in Lancaster, Berks, Lehigh and Availability: May in Lancaster, Berks, Lehigh and Northampton Counties Northampton Counties Evil Genius #ICantEven Weyerbacher Wit Crafted to appeal to all beer drinkers, this refreshing, watermelon-infused Made with coriander, orange peel, grains of blonde ale is the perfect beer to paradise and star anise, this crisp and hazy share with your friends. Brewed Belgian-style wit has a slightly spicy aroma. with German pilsner and wheat A refreshingly crisp wheat ale that finishes malts and infused with all-natural with just a hint of tartness, Wit is ready to watermelon, #ICantEven is smooth and highly-drinkable! be enjoyed throughout the warm weather ABV: 5.5% Packages: 12 oz. bottles and draught months. ABV: 4.6% Packages: 12 oz. cans Availability: Now! in Lancaster, Berks, Lehigh and and draught Availability: April in Lehigh and Northampton Counties Northampton Counties Evil Genius Weyerbacher Finally Legal You’re Killing Me Smalls Originally released in June 2016 as the brewery’s 21st Anniversary beer, Evil Genius’ newest warm weather this big stout is brewed with Munich quencher is a raspberry-infused lemon malts, smoked malts, cocoa nibs, shandy! Brewed with a base of 2-row cocoa powder and vanilla. Rolling barley and wheat, You’re Killing Me in at 13.5% ABV, Finally Legal has Smalls is hopped delicately with warrior, rich chocolate flavor with hints fermented with the brewery’s house of vanilla and a touch of smoky ale yeast and infused with all-natural bacon. As if that’s not enough, raspberry and lemon. ABV: 5.5% Packages: 12 oz. this tasty brew is blended with its bottles and draught Availability: April in Lancaster, bourbon barrel-aged counterpart Berks, Lehigh and Northampton Counties before packaging. ABV: 13.5% Packages: 12 oz. bottles and draught Availability: April in Lehigh and Evil Genius Ma! The Meatloaf! Northampton Counties Ma! The Meatloaf! is a Belgian-style white ale that starts as a classic witbier spiced Weyerbacher Daywrecker with coriander and orange peel. Belgian Daywrecker is an Extra American ale ale yeast takes over from there, creating brewed with Citra and Wakatu hops. The an easy-drinking, fruit-forward wheat beer, late addition of these hops gives this beer which is then made totally unique with a distinct brightness with citrusy, floral an addition of mango in the fermenter. notes, while not overwhelming, rather You’ve never had a wheat beer like this beautifully balancing the malt sweetness. one before! ABV: 5.5% Packages: 12 oz. ABV: 10% Packages: 16 oz. cans and bottles and draught Availability: April draught Availability: May in Lehigh and in Lancaster, Berks, Lehigh and Northampton Counties Northampton Counties

www.origlio.com HeadyTimes v.23 15 SeasonalSELECTIONS Great Lakes Heavy Seas Smooth Sail Chillwave Double IPA Smooth Sail is a refreshingly delicious, Inspired by the North Coast’s dedicated (and American wheat ale brewed with lemon sometimes chilly) surf community, Great and orange peel for a citrus kick in the Lakes’ DIPA will melt the ice in your beard finish. At 4.5% alcohol by volume, you’ll and never lose its balance. Earthy, tropical have your new pool beer! Available in Mosaic hops ride frontside here, followed by cans, it’s the perfect beer for trips to a deft cutback of sweet honey malt. ABV: 9% the park, hiking or just sitting on the Packages: 12 oz. bottles and draught beach with friends. Kick back, relax and Availability: April in Lancaster, Berks, enjoy – a light breeze will take you to Lehigh and Northampton Counties your happy place. ABV: 4.5% Packages: 12 oz. cans and draught Availability: May in Berks, Lehigh and Great Lakes Holy Moses Northampton Counties Raspberry White Ale Heavy Seas In the spirit of Moses Cleaveland’s thirst for Blackbeard’s Breakfast discovery, Great Lakes’ classic white ale meets fresh, juicy raspberries to forge a Now available in 12 oz. bottles, Blackbeard’s Breakfast pint worth planting a flag in (or an orange is a robust porter with a New World twist. Aged in slice!). Refreshment or bust! ABV: 6.2% bourbon barrels and brewed with Chesapeake Bay Packages: 12 oz. bottles and Roasting Company’s Dark Sumatra draught Availability: May in coffee, this porter is flavorful and Lancaster, Berks, Lehigh and complex. Featuring unique English Northampton Counties malts, Blackbeard’s Breakfast has strong notes of caramel and a slight nut character. Paired Peak Summer Session with bourbon notes and the Peak’s warm weather seasonal sumptuous Sumatran coffee, can be described as a marriage this brew will please coffee of a traditional summer wheat and beer connoisseurs alike. beer and a West Coast pale ABV: 10% Packages: 12 oz. ale. Locally grown wheat bottles and draught provides a complex mouth Availability: May in feel and Amarillo dry-hopping Berks, Lehigh and gives the beer a citrusy aroma. Northampton Counties ABV: 4.8% Packages: 12 oz. cans and draught Availability: April in Lancaster, Berks, Lehigh and Heavy Seas Northampton Counties Summer of the Pirate Can Sampler Peak Sweet Tarts Blueberry It’s the Summer of the Pirate and it’s time to party Sweet, tart blueberry marries like one! New for 2018, the Summer of the Pirate Can crisp, fruity goodness, with a Sampler 12 pack is a truly unique package, perfect for touch of sour that is entirely summertime relaxing by the pool. Included in this mix refreshing in this seasonal beer. are: Smooth Sail summer Made with blueberries grown in ale, TropiCannon citrus Lincolnville, Maine, this sour ale IPA and Loose Cannon has a light body and the perfect IPA. Availability: May amount of flavor. ABV: 4.6% in Berks, Lehigh and Packages: 12 oz. cans and Northampton Counties draught Availability: Limited quantities in May in Lancaster, Berks, Lehigh and Northampton Counties

16 HeadyTimes v.23 www.origlio.com SeasonalSELECTIONS Saranac Blueberry Blonde Ale Straub Adventure Series #1 Blueberry Blonde Ale is made with The Adventure Series #1 variety pack includes: Straub real blueberries! Saranac brewers Wild Boy, an IPL which combines traditional IPA take a “beer first, fruit second” malts and American hops with Straub’s 145-year-old approach when it comes to brewing cold-conditioned lager brewing legacy; Tight Lines, this beer, which is why it’s been a light and refreshing Kölsch; Ridge Top Runner, a a fan favorite for years. ABV: 5% balanced amber lager with enough flavor and aroma to Packages: 12 oz. bottles and please a wide range of drinkers and Boulder Rock, a draught Availability: April in maibock brewed with a unique Lancaster and Berks Counties combination of German and American ingredients. Saranac Tropical Storm IPA Availability: Late March in Berks, Lehigh and This unfiltered, hazy IPA with wheat, oats Northampton Counties and fruity notes of mango, guava & citrus is back this summer because of the tremendous response it received during its debut in last summer’s 12 Beers of Summer variety pack. Look out, ’cause this storm’s a brewin’! ABV: 5.5% Packages: 12 oz. bottles Spring House and draught Availability: April in Mosaic Must Be Destroyed! Lancaster and Berks Counties Spring House’s juicy DIPA Saranac 12 Beers of Summer showcases one of their favorite hops: Mosaic! Saranac’s 2018 12 Beers of Summer variety pack Mosaic Must Be includes: Tropical Storm IPA, an unfiltered, hazy IPA Destroyed! is dry- with wheat, oats and fruity notes of mango, guava & hopped with an citrus; ADK Pils, a crisp, clean extra dose of and crushable pilsner Mosaic hops and brewed with a blend of conditioned on citrusy American and a hefty amount spicy German hops; of Citra hops after Summer Golden Ale, fermentation. This is an easy-drinking golden a big, dank ale that’s ale brewed with Cascade dominated by the tropical and berry flavors and Centennial hops for of Mosaic. The use of Chinook, Amarillo and Simcoe in a bright, citrusy flavor and this ale were no match for the Mosaic brute. Mosaic Gen4 Session IPA, a hop- Must Be Destroyed! ABV: 10.5% Packages: 16 oz. forward, session IPA which embodies four generations cans and draught Availability: April in Lancaster, of Matt Family brewing. Availability: April in Lancaster Lehigh and Northampton Counties and Berks Counties

1911 Hopped 1911’s 2018 seasonal Grower’s Series continues in spring as the flowers begin to bloom and they present their New England-style I.P.C., 1911 Hopped! This premium small batch hard cider is supremely aromatic and packs a punch at 8% ABV. Hand crafted with New York state apples and hops, this sparkling cider contains only the finest Cascade, Nugget and Chinook hops for a bold, juicy flavor profile. ABV: 8% Packages: 16 oz. cans and draught Availability: May in Lancaster, Berks, Lehigh and Northampton Counties

www.origlio.com HeadyTimes v.23 17 SeasonalSELECTIONS Harpoon Camp Wannamango UFO & Polar This mango-infused pale ale begins with a Blueberry Lemonade subtle, tropical aroma of passion fruit and UFO brewers worked closely with the team mango. Golden-copper in color, it has a from Polar to select a delicious flavor light body, slight hop bitterness and malty from their Seltzer’ade line that would sweetness, finishing with a kiss of mango. pair well with a classic wheat beer. Flavor ABV: 5% Packages: 12 oz. bottles, 12 oz. adventure is about to take on a whole new cans and draught Availability: April in meaning with this partnership. ABV: 4.8% Berks County Packages: 12 oz. cans and draught Availability: May in Berks County Harpoon Lime-y Vice Quenching, tart lime gives way to salty, UFO Splash Down Summer Mix coriander-spiced, summery effervescence in Splish splash… you can enjoy these suckers in a bath! this citrusy lime gose beer. The sultry breeze But we’d recommend taking has met its match with this refreshingly sour them to your nearest body of summer brew. ABV: 4.7% Package: 12 oz. water where you can enjoy all cans only Availability: Very limited that summer offers. The UFO quantities in May in Berks County Splash Down mix includes: UFO White Ale, UFO Pineapple, Harpoon Summer Vacation UFO Raspberry and UFO Pink You don’t need to take time off to enjoy a vacation Lemonade. Availability: April in (although it certainly helps). Sure, taking over a beach Berks County house is great, and a night in the mountains can be interesting, but there’s a lot to be said for taking the Dock Street Spring Haze summer as it comes – and enjoying the whole thing. Responsibly dry-hopped, Spring Haze is one in a With fresh Harpoon beer, some friends, a grill and warm series of seasonal and rotating hoppy and hazy pale weather, even an afternoon at home can be a vacation. ales from Dock Street. ABV: 5% Packages: 16 oz. Harpoon’s Summer Vacation mix (available in cans and cans and draught Availability: Now! in Lehigh and bottles) includes: Harpoon IPA, Camp Wannamango, Northampton Counties House Golden and new Harpoon Lime-y Vice. So take a vacation, anytime you want, with Harpoon. Dock Street Summer in Berlin Availability: April in Berks County Behold, Dock Street’s “Philly-style” Berliner weisse brewed with fresh lemongrass and fresh ginger. This tart, sessionable beer begs for hot weather. Summer in Berlin opens up with a refreshing lactic punch that melds beautifully with grassy citrus notes and finishes with a subtle ginger spice. ABV: 4% Packages: 16 oz. cans and draught Availability: April in Lehigh and Northampton Counties Dock Street Jip the Blood UFO Pink Lemonade Shandy A nod to the eponymous early immigrant to Sunny, citrusy and fun, UFO Pink Lemonade South Philly’s Italian Market, this double, Shandy is the perfect warm weather beer. fruited Berliner style is conditioned atop Find your beach chair, grab a 6-pack, blood orange puree. The initial lactic punch add some friends and you’ve got yourself is balanced by a slightly sweet citrus a recipe for a sensational summer day. body, with a finish that is refreshingly crisp ABV: 4.4% Packages: 12 oz. bottles, and tart. This beer makes an impression 12 oz. cans and draught and leaves you with an enduring and Availability: April in unforgettable finish, or so the story Graphics for Jip the Blood Berks County goes... ABV: 4.5% Package: Draught were not available at time of print only Availability: May in Lehigh and Northampton Counties 18 HeadyTimes v.23 www.origlio.com SeasonalSELECTIONS Stoudts Karnival Kölsch Lagunitas CitruSinensis This refreshing, German- Lagunitas took some fresh Sanguinello style ale was brewed using blood oranges, juiced ’em, concentrated 2-row malt, a small amount that juice (without heat) and threw it of red wheat malt and all into a wheatier version of their Dogtown German hops for bittering Pale Ale. The end result? A refreshingly and aroma. This straw- hopped pale-ish ale with a huge citrus colored ale is smooth like burst! ABV: 7.7% Packages: 12 oz. a lager due to the colder bottles and draught Availability: April fermentation temperature in Lehigh and Northampton Counties and extended cellaring time. It is dry and crisp with a slight fruitiness, which Lagunitas complements the mild hop bitterness and aroma. The Waldos’ Special Ale ABV: 4.8% Packages: 12 oz. bottles and draught Availability: April in Lancaster, Berks, Lehigh and The Waldos’ Special is herbaceous, Northampton Counties botanical, dank and resinous. ABV: 11.9% Packages: 12 oz. bottles and draught Stoudts Hefe Availability: Very limited quantities in April in Lehigh and Northampton Counties A Bavarian-style, unfiltered wheat beer that is brewed with 50% malted barley Lagunitas and 50% malted wheat, Born Again Yesterday Hefe is made using two separate German wheat yeast The Lagunitas brewers are part time strains in the fermentation, alchemists... they’ve figured out how to keep which contributes clove, wet hops wet all freakin’ year long! Born Again banana and bubble gum flavors & aroma to the beer. Yesterday is a pale ale, which features a ABV: 5% Packages: 12 oz. bottles and draught delicious concoction of wet hops, reborn Availability: May in Lancaster, Berks, Lehigh and and unfiltered. ABV: 7% Packages: 12 oz. Northampton Counties bottles and draught Availability: May in Lehigh and Northampton Counties Stoudts Cherry Hefe This is Stoudts’ Hefe blended with tart cherries for a sweet but slightly tart cherry wheat ale. ABV: 5% Package: Draught only Availability: Limited quantities in May in Lancaster, Berks, Lehigh and Northampton Counties

Green Flash Tropical DNA Tropical DNA is Green Flash’s lush, new seasonal brew, brimming with flavors of ripe citrus and tropical fruit that intertwine in each succulent sip. The palate is treated to a soft, delicate mouth feel with low bitterness despite the massive amounts of hops used in this brew. The DNA sequencing of this unique yeast strain offers complex fruitiness and a mild tart and tangy finish. Tropical DNA finishes light and dry on the palate, transporting your taste buds to paradise, sip after sip. ABV: 7% Package: Draught only Availability: April in Lancaster and Berks Counties

www.origlio.com HeadyTimes v.23 19 Programs REDD’S Colorful Celebrate The Sol Way Seek Summer Combinations Refreshment With As the Cerveza Original de Mexico, Sol is making its mark all summer Coors Light REDD’S combines beer and fruit in order to bring different together, long, beginning with Cinco de Mayo From May through August, the giving its drinkers the perfect and lasting well into the longest world’s most refreshing beer combination for a refreshingly crisp days of the year. To cultivate a is partnering with one of the beer. Starting this spring, REDD’S summer celebration of authenticity, world’s most coveted coolers to is bringing consumers even more Sol is partnering with Mexican food help consumers keep their beer colorful combinations with a BuzzFeed and music influencers to develop cold all summer long. When Tasty partnership. Appetizing recipe original recipes, playlists, video drinkers choose Coors Light, videos show how easy it is to bring and social content that highlight they’ll be rewarded with points, interesting food pairings together with Mexico’s heritage. The celebration st redeemable for YETI exclusives. REDD’S. It all comes to life at retail continues to the June 21 summer On-premise raffles will give bar through POS and in-store displays solstice – the longest day of the guests the chance to score featuring recipe cards. year – offering even more recipes a YETI Cooler or other prizes and music to dial-up the flavor and and swag. summer celebrations.

Hamm’s Offbeat Holidays “The Beer … Refreshing” is encouraging its drinkers to celebrate all the REDD’S underappreciated, offbeat holidays throughout the year Light & Blue with a Hamm’s in hand. You Independence Day know, like Tax Day – a holiday Independence Day is an exciting that doesn’t always get the time for friends, family and observance it so oddly deserves. neighbors to join together As for on-premise, bars can to celebrate our country’s activate drink specials around freedoms. So this summer, their favorite offbeat holidays. Blue Moon, Coors Light and REDD’S are uniting to honor America’s melting pot of flavors through patriotic POS featuring all three brands. Together they create an eye-catching, one- stop destination for consumers’ beer needs.

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This ’Stone Is Your ’Stone Keystone Light is celebrating summer with an in-store presence, so Americana even Lady Liberty is raising a ’Stone. Bold red, white and blue packaging and an epic flyover display are sure to blow consumers away when they’re stocking up on ’Stones for their summer parties.

Lite Up Your Grill Miller Lite is partnering with award-winning chef, Aarón Sanchez for an Americana summer grilling program featuring 20 unique, Miller Lite-inspired recipes. Breakthrough patriotic-themed packaging will serve as inspiration for consumers to throw the perfect backyard BBQ. The program will be amplified with social content, national media, PR and customer specific tools, including a digital toolkit.

Martone Cycling for Peroni Peroni embraces its Italian heritage in all aspects—from its premium beer to the unique experiences they bring their consumers. For Peroni’s latest collaboration with Martone bicycles, they’re offering Peroni drinkers a quality, stylish bike to cruise the town. These one-of-a-kind bikes will be given away nationally with an instant-win retail code from May through July.

This summer, consumers can pack up a boatload of refreshment with the new buy/get program from Leinie’s. From March through August, they’ll get a free Brewey Canoe-y inflatable koozie float with the purchase of any two Leinenkugel’s products, on or off-premise.

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Modelo Partners with the Philadelphia Union Soccer is fueled by the Fighting Spirit. Few sports boast as passionate fans, and even fewer beers embody that passion like Modelo. It’s why Modelo – the beer brand synonymous with soccer – is proud to announce an official partnership with the Philadelphia Union. The partnership gives Modelo the rights to use logos and trademarks of the Philadelphia Union and Talen Energy Stadium, which will empower retailers to further drive interest statewide in one of the fastest-growing beer brands in the nation with a host of custom POS offerings. The partnership will also make Modelo tough to miss at Union games. Modelo will have several in-stadium signage placements as well as product placements at concourse-level concessions, the in-stadium beer garden and outside beer garden. Modelo Takes Its Fighting Spirit Into The Octagon If you’ve tuned in to watch a UFC are more interested in UFC than fight in 2018, you’ve seen plenty other beer drinkers. of exposure for Modelo. As of This partnership will be supported January 1, Modelo and its Fighting by a robust media plan, including Spirit became the official beer of a dedicated UFC TV spot, the UFC. This partnership enables featuring a well-known UFC fighter, the already red-hot Modelo brand to run throughout the year across to further tap into UFC’s strong Modelo’s English and Spanish TV fan base, which is about 80% the schedule. size of the NBA’s following. In addition, available now is a Simply put, Modelo and the UFC full suite of POS to help retailers is a natural connection. UFC capitalize on this great partnership. fans align perfectly with Modelo’s core drinkers – predominately With 23 matches throughout the young, male and Hispanic. In fact, year, be sure to check out UFC research shows, Modelo drinkers fight nights in the on-premise!

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Heineken MLS For Heineken, soccer isn’t just a game. It’s not just a sport you gather with friends to watch. It’s not just a reason to get wild in a pub while you wear your club’s colors on your sleeve. Heineken knows soccer like the back of its hand and the top of its foot, and wants to make sure you know the only way the beautiful game should be watched, is with Heineken. In 2018, Heineken will dominate the soccer field with national visibility creative and regional focused POS. Each region will have flexibility to create custom POS per team with consumer engagements, media support and more! So no matter who you support, no matter whose flag you fly, everyone should be able to agree that when it’s match day, the only way to do it is with Heineken.

Tecate Boxing 2017 was a huge year for boxing. In 2018, more belts are at stake, a potential Canelo/GGG rematch is on the horizon and Tecate wants to make sure the excitement for the sport goes the distance for all of the New Year. That’s why they’re evolving their top contending boxing program, so fans continue to gather for every fight and decide who will run the ring, with a Tecate in hand. The bell has rung once again. The time has come to Claim Your Corner.

Celebrate Cinco With Dos Equis and Tecate Cinco de Mayo is one holiday that you can’t celebrate halfway; you have to go all in. With portfolio POS, festive saleables, customized retail theater and sampling events in key markets, Dos Equis and Tecate are making sure that you have everything for your best Cinco yet.

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Aloha Traveler The Unofficial Beer Of… The Unofficial Beer of… program is meant to celebrate summer alongside Aloha Traveler! This versatile program, which runs from April 1st through July 31st, includes a chance for one lucky participant to win an inflatable party barge with an approximate retail value of $250.00. Consumers will enter to win at travelerbeer.com/partybarge or on the Traveler Beer Company Facebook page.

Angry Orchard Sponsors the Kentucky Derby Put on your Derby best and get ready for the most exciting two minutes in sports: The Kentucky Derby, sponsored by Angry Orchard Hard Cider. Angry Orchard is the proud, official hard cider of the Three lucky text-to-win sweepstakes winners will have the 2018 Kentucky Derby, one opportunity to own and customize their own Happier Camper! The of America’s oldest sporting sweepstakes will be advertised on key POS, including pole toppers traditions. And with their new and case easels, as well as on social channels and at events. Like Rosé Cider, place your bets, Sam Adams, Happier Camper was built from the ground up and because they’ve got a winner. uses the highest quality materials to craft a unique product. For Enjoy the 2018 races with the more information, visit SamuelAdams.com/camper. brand that’s leading the pack!

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Twisted Tea Sponsors Dierks Bentley’s Mountain High Tour Dierks Bentley’s Mountain High Tour, sponsored by Twisted Tea, the #1 selling hard iced tea, will be on the road from May through October 2018 with over 30 headlining shows and opening acts LANCO and Brothers Osborne! The tour lands in Philly on May 20th at the BB&T Pavilion. 360 degree summer activation is anchored by Twisted Tea’s sponsorship of the tour, Bentley’s new album and the CMT Music Awards. Twisted Tea is a flavorful, refreshing alternative to light beer and at 5% ABV, it’s perfect for any tailgate. To inspire the best tailgates, Twisted Tea has pulled together the dream team of Twisted Tea Tailgate Pros – Ty Dillon, Casey Webb, Dierks Bentley and consumers. Nascar Throughout 2018, this roster will be sharing their tailgate pro tips: The Twisted Tea #13 car will at race weekend, before a country show or even at a backyard BBQ. make its 2018 season debut Rounding out the program is a Twisted Tailgate sweepstakes. Twisted on March 18th at the Auto Club fans will submit their own pro tips through a social media contest for Speedway in Fontana, CA. The the chance to win a visit from the Twisted RV! Twisted Tea Tailgate RV will be featured during the race, which will be broadcast on FOX, with Get Up and Go with Truly Spiked & Sparkling their tailgate pros (driver of the #13 car, Ty Dillon and partner/ Truly Spiked & Sparkling wants host of Man vs. Food, Casey drinkers to make the most of the Webb), showing how Twisted Tea 100 days of summer. At just 100 is inspiring millions of tailgaters calories, Truly is ready to Get Up & to become pros. An in-car Go: to more midweek parties, more camera feed will be placed inside post-workout happy hours, more the Twisted Tea #13 car, showing rooftop hangouts. This summer, millions of viewers what it’s like a national content partnership to sit in the driver’s seat at Auto with leading health and wellness Club Speedway. Twisted Tea is publication, SHAPE Magazine will also kicking off $9M of media in include custom editorial & social the first half of 2018. You may content, influencer partnerships and have even seen their new TV digital advertising. commercial premiere during this year’s Daytona 500!

www.origlio.com HeadyTimes v.23 25 Programs Guinness Blonde Summer This summer, 3 lucky grand prize winners will receive a VIP trip to see the new home of Guinness Blonde! To enter to win, consumers will snap a pic of themselves enjoying a Guinness Blonde, then upload it to GuinnessOGBBHSweeps.com for a chance to win a trip to the new Maryland brewery and other cool Guinness prizes. Harpoon Just Add Friends Harpoon never sets out to create a Smirnoff category; they set out to satisfy their thirst. Truth is, they don’t really like Summer in Every Flavor categories. Because when it comes Celebrate all your summer activities right down to it, the moments you with Smirnoff! Vibrant POS will draw remember aren’t just about the beer consumers to displays and products that you’re drinking, they’re about the call out the entire Smirnoff portfolio. Keep people you’re drinking it with. That’s the party going all summer long with why Harpoon brewed a traditional Smirnoff Ice, Smirnoff Spiked Sparkling IPA that is as approachable as it is Seltzers, Smirnoff Ice Red, White & Berry delicious. It isn’t just easy to drink, and new Smirnoff Ice Margarita. it’s fun to drink. It’s so well-rounded, so refreshing and – yes – so drinkable that it pairs perfectly with anything life has to offer. Just add friends. From April 2nd to May 18th consumers can tag their friends for the chance to win a trip to the best Octoberfest this side of Munich – Harpoon Octoberfest! Fans will share a photo of Harpoon IPA and tag their friends using the hashtag #justaddfriends. Each post is an entry towards the grand prize, which includes travel and lodging, entry into Harpoon’s Boston Octoberfest and a UFO Pineapple $500 gift card. Sweepstakes From March 1st through April 15th consumers can visit ufobeer.com for a chance to win a trip for 2 to Hawaii! Grab your sunscreen, a bathing suit and a can of UFO Pineapple and imagine that instead of working from 9 to 5, you’re on a tropical vacation adventure in Hawaii thanks to UFO Beers! The prize package includes a 4-day, 3-night trip to Hawaii, air fare and lodging, transportation to and from the airport and a $500 gift card.

26 HeadyTimes v.23 www.origlio.com Programs Have It All Yuengling Lagers for Heroes with Yuengling America’s Oldest Brewery is proud contribution from Yuengling and Light Lager to continue the Lagers For Heroes events in the brewery’s footprint, program in 2018 as a celebration consumers can participate through Summer is around the corner, which of Yuengling’s commitment to our a text-to-donate program that will calls for outdoor activities, sunshine military. In honor of Memorial Day benefit TAPS Inner Warrior Program, and ice-cold beer. And if sacrificing and its true meaning, this year which uplifts and empowers flavor for less calories isn’t your thing, Yuengling is focusing their efforts families of those that have made have it all this summer with Yuengling to benefit the families of fallen the ultimate sacrifice. Consumers Light Lager! At 99 calories per 12 oz. heroes through a sponsorship of can text HERO to 24700 to make serving, with a full flavor profile akin TAPS. TAPS, or Tragedy Assistance a donation. Retailers are invited to the brewery’s flagship Lager, Light Program for Survivors, has provided to collect donations at registers, Lager is THE summer beer. From April st st peer-based emotional support to where consumers can donate and 1 through May 31 , consumers over 70,000 surviving bereaved write the name of their personal looking to get fit for summer can military families since 1994. hero on a tear pad for a Hero enter a sweepstakes to win a Tribute Wall. Yuengling Light Lager FitBit Blaze™. Share the pride of Lagers for Heroes by inviting consumers Yuengling is also offering up to to Grab A Lager & Toast A Hero $5.00 back by mail to consumers through patriotic thematic displays, who purchase Lager, Light Lager or text-to-donate and donations- Black & Tan plus any Summer Party at-purchase. In addition to a Essential starting May 4th.

Make Great Lakes Brewing Co. All Yours This summer, Great Lakes Brewing Co. is all yours! From Aril 30th to September 3rd, consumers can text “GLBC” to 55678 or visit greatlakesbrewing.com/glbcismine for a chance to win a trip to Cleveland for VIP treatment at Great Lakes Brewing Co., presented in partnership with Destination Cleveland. Also, the Great Lakes Pint Size Pub will be on the road wherever their beer is sold! A traveling “slice” of their historic brewpub bar, the Pint Size Pub, will pop up at events throughout their distribution footprint, featuring unique beers on tap and exclusive giveaways. Visit greatlakesbrewing.com/glbcismine for complete details.

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Dogfish Head The Official Beer of Record Store Day Music has been a part of Dogfish Head since before Dogfish Head. So it’s a natural fit for a brewery that makes ‘Analog Beer for the Digital Age’ to be the Official Beer of Record Store Day (April 21st), a celebration of the unique culture of record stores and the special role they play in their communities. For their 4th year as the Official Beer of Record Store Day, DFH collaborated with The Flaming Lips to bring Dragons & Yum Yums to life! Leading up to Record Store Day, consumers will find displays in the off- premise featuring custom POS designed by artist Marq Spusta, including a custom record player and free limited edition posters. In the on-premise, be on the lookout for a nationwide blitz of Record Store Day celebrations on and around 4/21 featuring giveaways and, of course, Dragons & Yum Yums!

Celebrate the Uniqueness of Firestone Walker Lager Firestone Lager is a “unicorn.” It’s a beer that didn’t exist… until now. It combines the easy-drinking attributes of domestic lager with the quality and pedigree of a proven craft brewery. How does Firestone Walker tap into this beer’s massive potential? By embarking on a fresh, creative direction that, like the beer itself, breaks the mold. The uniqueness of Firestone Lager compels the brewery to explore new, creative ground without abandoning their roots in craft and Beer Before Glory. By developing Firestone Lager as a fun, cheeky character unto itself, they will develop a strong emotional connection with the consumer – including underserved demos such as females, younger drinkers and craft occasionals. Firestone Walker will also offer a premium mail-in rebate offer for consumers to get a branded Klean Kanteen pint cup for $2.

Check out George Latella’s latest Retail Edge article, “The Element of Surprise” at Origlio.com/blog/element-surprise. George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major at Saint Joe’s, recently celebrated its 50th anniversary. Latella is also a partner in Beacon Marketing Group which provides marketing planning, research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at [email protected] or 610-660-2254.

28 HeadyTimes v.23 www.origlio.com RethinkingRETAIL Lagu-Numerology Makes Ordering Beer As Easy As 1 – 2 – 3 AGUNITAS IS “DOGGONE” Lagu-Numerology comes in. Ben beers to bring in next. Play the hot serious about making great Martin, the Brewery’s I-PA Conduit hand, people! And since you have a L beer, but fun is definitely in this of Libations Management and limited amount of space and/or tap craft brewery’s DNA. While lots of Ambassador of Good-Times, explains, handles, it only makes sense to stock companies do drug testing, Lagunitas “Time is everyone’s most valuable brands that have the ‘numbers’ that prefers that its employees “test” pot. commodity. And too many retailers will make you more money.” are missing out on a lot of fun Lagunitas wants you to have some And that’s what Lagu-Numerology is because they are over-thinking which serious fun too. That’s where their all about.*

#1 IPA Brand Lagunitas IPA is the top-selling IPA brand.

+30% Annual Growth Rate Lagunitas’ annual growth rate averaged 30% over the last ten years in our market.

#6 Craft Brand Family Of all craft brand families, Lagunitas was the second fastest grower, while maintaining a premium price point.

An Origlio Top 10 Best Seller It’s our 8th best-selling brand by margin.

#1 IPA 12-Pack Lagunitas IPA 12-packs are up 16%.

#6 IPA Brand Little Sumpin’ Sumpin’ Accounts that added Little Sumpin’ Sumpin’ increased total sales by 35% and increased IPA sales by 15%.

Craft Cans Up +39% 12th of Never by itself would already be a top 75 craft brewery in IRI with just a single SKU.

*All national data cited courtesy of IRI.

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Corona To Raise The Bar Even Higher For Cinco in 2018 In 2017, Corona posted a long and winding list of achievements during Cinco de Mayo. To name a few, the nation’s No. 1 import beer had the No. 1 TV share of voice for beer brands, it was the No. 1 most talked about beer on social media and Corona 12-pack bottles were the No. 1 selling beer package. In 2018, the fiesta falls on a Saturday – and Corona is prepared to set the bar even higher. For starters, Corona Extra will be taking the Cinco celebration to Churchill Downs, as it was recently announced that Corona has signed on as the Official Import Beer of the Kentucky Derby – which occurs over the Cinco de Mayo weekend for the next two years. To help retailers win during the fiesta and capture the trade-up opportunities, “Corona de Mayo” will once again be supported by a 360-degree activation program – from a new Cinco TV spot to new, high-impact suites of on and off-premise POS and more. Among the new POS this year are interactive Mariachi standees, reprogrammable aluminum digital countdown clocks, 6-foot bottle piñata display enhancers and more to help Corona continue to dominate Cinco. The numbers speak for themselves; in the on-premise last year, 70% of total Mexican import dollar sales during Cinco de Mayo came from the Corona and Modelo brand families. In the off-premise, that percentage was even higher: 81%. Corona’s Cinco momentum shows no signs of stopping, either. The brand continues to post strong growth during Cinco de Mayo, up almost 2 full share points since 2014.