Spring 2014 | V.78 ORIGLIO BEVERAGE

MEXICAN BEERS AR EONFIRE

Retail Edge Seasonals The Beer Guy New Products Programs ALAN NEWMAN OF ALCHEMY & SCIENCE | SPRING SELECTION S|SERVING DRAUGHT BEER Letter to THE TRADE In This Dear Valued Customer, SAVED AN ARTICLE I READ ONLINE ISSUE in Harry Schumacher’s Beer Business Daily from I January of this year. It is called “The Coming Beer Boom?” The question mark at the end of the title set the tone for the first paragraph. Harry is a good Cover Story ...... 1 journalist, yet he seemed a bit uncomfortable with this story and with good reason. The volume of beer sold has not been increasing. The population is Brewer Highlight ...... 2 aging and older people tend to drink less. Different segments of the industry are gaining share – craft, cider and FMBs – but the pie hasn’t been getting Skippack Beverage ...... 3 bigger. Who would predict an upcoming beer boom and what could they base that claim on? The Phil’s Tavern ...... 4 The person is Judy Hong, an analyst at Goldman Sachs, whose area of expertise is alcohol beverages. Quoting her as it appeared in Schumacher’s piece, New Products ...... 5 she stated very confidently that, “after delving into the demographic drivers of the alcohol beverage category, we remain bullish on the prospects for alcohol consumption growth Seasonal Selections ...... 11 over the next few years and believe mainstream beer is likely to show the greatest volume acceleration.” Her research is summarized in just four points. • As unemployment declines, the core beer drinker will have more money to Available Year-Round ...... 20 spend on his/her favorite beverage. Perfect for the Season • Beer isn’t just a beverage consumed by people in the 21 to 30 year-old age bracket. The preference for beer has shifted to the 31 to 50 year-old Programs ...... 21 demographic and that trend continues to intensify. Millennials will probably drink more beer as they age. • The price gap between beer and wine/spirits is closing. Retail Edge ...... 24 • Beer is more innovative (think Redd’s, Blue Moon, shandys, cider and FMBs) plus it has developed its own high end. Beer is not just a poor The Beer Guy ...... 25 man’s drink any longer. From her mouth to God’s ears was my initial reaction, but Ms. Hong made some interesting observations that made me realize she could be onto something. Consumers continue to seek products with more flavor, but 85% of beer drinkers don’t drink craft – they prefer “social beers” with less alcohol, particularly “when they’re having more than one.” Or they may enjoy a craft beer and then switch to social beer because they want to stay out, having fun. Those tendencies translate into more beer volume sold. Whether it is a boom or not remains to be seen. But when you read our cover story, Mexican Beers Are On Fire, keep in mind what you’ve just read here. These tea leaves are signaling that sales will be better and as we move into the spring and summer months, that is a cause for real optimism.

As always, thank you for your business and I wish you every success. ® Sincerely,

Heady Times is published five times a year, courtesy of Origlio Beverage.

Dominic Origlio President Cover STORY Mexican Beers Are On Fire

EERS FROM MEXICO WERE THE SHINING STARS OF THE import beer category, which finished 2013 down less than 1%. B That’s not too bad compared to recent years. But that number would have been different had it not been for the 12% rally in last year’s 4th quarter – a rally fueled almost entirely by a spike in the sale of beers from our neighbor South of the Border. In an environment where the success of craft beer has been the beer industry’s Constellation Brands Beer lead story, Mexican imports tell another tale. Shipments of Division is re-launching Victoria beer from Mexico into the United States were up 4.6% at the in 4/6 NR packages. This beer close of 2013 and that upward trend is holding this year. is a taste of home for Mexicans Tecate continues to grow at a nice pace and Tecate Light new to the United States. sales have increased 40% compared to the same time last Perhaps the most exciting and year. Dolf van den Brink, the president of HeinekenUSA, innovative news from Constellation which owns the Tecate and Dos Equis brands, couldn’t Brands this year is the introduction be more pleased, adding that the success of Tecate Light of a brand new product, Modelo will continue as more points of distribution are secured. Especial Chelada. The Chelada is a And all the beers in the Dos Equis portfolio are up an blend of Modelo Especial with the impressive 23%. The brand has been growing refreshing flavors of tomato, salt and consistently in the low 20% range for a long time lime. Available in our market in April, it now. “Dos Equis doesn’t get a lot of attention, but it’s is already being enjoyed in other parts a sizeable brand at 21 million cases,” says van den Brink. The of the country and the reception has brand may not get a lot of attention, but it benefits from some of the been tremendous in both on and off- most consistent and effective advertising in the premise accounts. business. Everyone knows the Dos Equis spokesperson, The Most Interesting Man, and who If you are not familiar with Pacifico, hasn’t heard his iconic tag line? “I don’t always drink this beer was first brought into the beer, but when I do, I prefer Dos Equis. Stay thirsty, my country by surfers in Southern friends.” His exploits and sense of humor continue to California who live the “La Surfeza” attract new consumers who love the liquid and become lifestyle. Looking for a beer to loyal to the brand. HeinekenUSA also offers a variety complement their active lifestyle, pack for the off-premise called the Beers of Mexico. It Pacifico became their unofficial contains Sol, Tecate and Dos Equis, but this summer a new emblem. In line with the active product, Azul, will make its debut, but only while supplies lifestyle, Pacifico’s sponsorship of last. (Be sure to take advantage of Dos Equis’s newest the Burton U.S. Open programs – Dos Equis Tough Mudder and Dos Equis Dos de Snowboarding Championships in Mayo. Turn to page 22 for details.) Vail, Colorado this year, opens up the world of winter sports to the brand. Pacifico Millions have “found their beach” drinking the beer in the clear bottle with will be the official beer of the competition a conspicuous wedge of lime protruding. That beer is Corona Extra, which through 2016. The event will feature Shaun along with Corona Light, tops the list of the 25 best-selling imports in the White, Mark McMorris and Kelly Clark, country. Constellation Brands Beer Division, formerly Crown Imports, the who will compete in Halfpipe and company that sells Corona, also imports Modelo Especial (the third best- Slopestyle competitions. Look for Pacifico’s selling import), Pacifico, Negra Modelo and Victoria – all in the top 25. “Original Explorers” TV spot airing In fact 2013 was a record-breaking year for Constellation Brands. Sales nationally on FoxSports2. of Corona Extra and Modelo Especial topped 100 million and 50 million Need more evidence that the Mexican beer cases respectively and President, Bill Hackett sees plenty of room for scene is heating up? Offer your customers growth in the company’s entire portfolio. “The roll-out of Corona Light the beers from Cerverceria Berber, a leader draught has had a halo effect on Corona Extra as consumers recognize in the country’s new, artisanal beer that these beers are perfect for so many different occasions.” The same revolution. Check out their lineup on page can be said for Modelo Especial and Negra Modelo, which are also 5. Berber’s Porter, Stout, Pilsner and Ambar, available in draught. Both are well-balanced and flavorful Vienna-style a distinctive Vienna-style lager provide more lagers. Negra Modelo is darker with an appealing bitterness, balanced evidence that drinking Mexican is an by just the right amount of sweet chocolate notes in its dry finish. In American thing to do. Mexico it is known as the “elite of beers”. And new this spring, www.origlio.com HeadyTimes v.78 1 Brewer HIGHLIGHT Alan Newman President of Alchemy & Science LCHEMY & SCIENCE IS AN INDEPENDENT SUBSIDIARY of The Boston Beer Company – a self-proclaimed “craft beer A incubator.” Headquartered in Burlington, Vermont, Alchemy & Science has launched projects all around the country from Angel City Brewery in Los Angeles to Coney Island Brewing Co. in New York and now, Concrete Beach Brewery, a work-in-progress located in Miami. The Traveler Beer Company also falls under the Alchemy & Science umbrella. As President, Alan Newman has put his years of experience and insight to good use alongside the company’s co-founder, Stacey Steinmetz. Newman’s first foray into the beer business was in the mid- 90s when he founded Magic Hat Brewing Company and hired Steinmetz as the brewery’s first employee. Newman left Magic Hat in 2010 and founded Alchemy & Science in late 2011. Named for Newman’s fascination with the fact that making beer is a combination of math, science and some magic, Alchemy & Science is not an actual brewery. Newman explains, “As Jim Koch put it, there are lots of opportunities in the craft beer world that Boston Beer just can’t pursue because it’s not what they do. They run their business

“I think the U.S. has become the preeminent beer capital

of the world and that is something that people would have

laughed at if we had preached it 10 years ago.”

really well and they need to stay focused. They can’t be distracted with different seasons. As long as it fits the a bunch of experiments and take their eye off the ball, so Jim criteria of being refreshing and the beer is approached me to create an independently operating, but wholly- great, customers will accept extensions.” owned business that looks for opportunities in the craft world.” Newman is excited about the future of Newman prides himself on promoting the sociability of drinking and Alchemy & Science and the sheer remembers, “As more people began to drink craft, the number of enthusiasm and choice people have today. breweries increased and we got into a competition of sorts. How weird “When I started in this industry there was a can you make the beer? How wacky can the story be told? How big ton of bad beer in the market and I don’t can you make it? The industry has been ‘out-bittering’ and ‘out- think that exists today. I think the U.S. has alcoholing’ each other for years. As craft became more popular, the become the preeminent beer capital of the alcohol went up, the IBUs went up and it got to a point where I could world and that is something that people only drink one or two in a sitting. So being contrarian, I went in the would have laughed at if we had preached other direction. I wanted to offer beers that promote sociability. When it 10 years ago. But I don’t think anyone is the world is zigging, I always try to zag. I like white space rather than laughing today.” cluttered space.” The Traveler Beer Co. led the charge that brought the shandy back into the limelight and they have had much success with the style, even introducing seasonal shandys into the mix. “Refreshment never goes out of season,” says Newman. “The success of Jack-O Traveler (their To read the full interview with Alan Newman, pumpkin shandy) taught us that we could extend the concept into Like Origlio Beverage on Facebook

2 HeadyTimes v.78 www.origlio.com Off-Premise SPOTLIGHT Skippack Beverage DIDN’T KNOW ANYTHING ABOUT THE BEER business when I first took over,” recalls Bimel Patel, “I owner of Skippack Beverage on Bridge Road in Creamery. Luckily, he is a fast and enthusiastic learner. Having spent eight years in various retail positions, Patel was familiar with the basics of building a strong business, but he knew that tackling the unique intricacies of the Pennsylvania beer industry would be a challenge. “I was excited about a new venture, but at the same time, like with any big change, it was intimidating.” After watching friends establish their own successful distributors, Patel and his wife, Ekata decided to purchase Skippack Beverage in 2012. The first order of business was to give the space a new identity. “We reset the entire store within the first couple of months, which was crucial. I wanted to make it a Bimel Patel, owner of Skippack Beverage more inviting place – more organized and shoppable, so people would be able to look around and hopefully leave with more than one case – that was my ultimate goal.” As part of the redesign, Patel built large, attention-grabbing displays that drive customers to the brands he is looking to promote and every product in the store is clearly labeled and priced. With some assistance from Origlio Beverage’s District Manager, Jeff Stiles, Patel brought a more thoughtful mindset to Skippack’s physical layout. The store’s inventory is now arranged by category; domestic, craft, local, import, etc., making it easier to navigate. By stacking cases in a more logical and orderly fashion, the aisles are wider and encourage the kind of browsing that the staff had been hoping for. The new, orderly layout gives the space a better flow and Patel says it helps keep him organized. “I track everything that goes on here, so organization is important to me.” This became Today, Skippack’s variety of specialty even more crucial when Patel made the decision to offer craft beer, which imports and crafts continues to expand, greatly increased his number of SKUs. appeasing customers who are seeking “At first, I had just hoped to keep business steady, but I soon realized that something new. Patel’s main concern has I wanted to take it to the next level and craft beer gave me a chance to always been the wants and needs of his do that.” Not knowing much about microbrews, Patel was cautious with customers. “Keeping them satisfied ensures his initial orders, but was always working towards the goal of growing their return,” he says. “Customers should be the store’s selection. “Because I wasn’t familiar with the products, it was the top priority, no matter what business very difficult to get a grasp on the kind of demand there would be. My you’re in. I enjoy getting to know my Origlio reps were a big help with that,” Patel explains. “They taught me customers. I want to be a well-rounded a lot about the business, the different breweries available and the various business owner which means I need to be beer styles that exist. I am now able to speak about the beers more part of the community – that’s how you eloquently and I have a much better idea of how well a product will sell. sustain business.” By expanding the store’s I’ve made my fair share of rookie mistakes, but I quickly learned from selection, and offering friendly service, Patel them. I’m still trying to learn as much about beer and this business as I has opened the door for new customers and can, as often as I can.” new profits.

www.origlio.com HeadyTimes v.78 3 On-Premise SPOTLIGHT The Phil’s Tavern OBODY TALKS ABOUT MEDIOCRITY,” SAYS Charles Compagnucci, owner of The Phil’s Tavern on “N Butler Pike in Blue Bell. Phil’s Tavern has been a landmark in Montgomery County for nearly 30 years and is anything but mediocre. Compagnucci and his partner, Sal Paone purchased the tavern when it was a “shot and beer place,” Compagnucci says. “This area wasn’t built up like it is now and we wanted to offer people a spot where they would feel comfortable to bring their families and get a great meal or grab a couple beers. In this business you have to offer good food in addition to a great beer lineup or you just won’t make it. A lot of owners steer away from food because it’s expensive, but it’s Charles Compagnucci, owner of The Phil’s Tavern well worth the money. Having a terrific menu and a great variety of beer is what brings customers back.” The proof is in the numbers. The Phil’s Tavern serves 4,000 to 6,000 customers a week! Their extensive menu offers patrons an enormous selection of “gourmet comfort food.” From their award-winning cheesesteaks, crab cakes and burgers, (all of which were voted “Best of Montco”), to their out-of-this- world ribs and lobster tail, there is something to satisfy every appetite. “Just Google ‘Best Burger in Montco’ and you’ll see; we are the first to pop-up,” says Compagnucci. “We have even competed in food shows in New York and Miami – our food is on another level – it’s what separates us from the rest. We don’t skimp on anything and we always use the best ingredients. You should try our sloppy mash burger (a burger topped with mashed potatoes and gravy) it’s unbelievable. And our house-made pickles! Everyone loves them. They are really spicy and they accentuate 25 years, he has a very loyal staff (25% of the flavors in the food so well. They really liven up the taste buds!” The which have been with him since the unique menu took Compagnucci eight months to develop and he is proud beginning). “They do a wonderful job at of each recipe – all of which are his own. People enjoy the food so much ‘turning tables’ while keeping customers that two years ago, Compagnucci decided it was time to venture into happy. You want turnover,” Compagnucci corporate catering and they have been very successful. “We cater events says. “If you don’t have that, you’re not for all of the Marriott hotels in the area, several car dealerships and a making any money. But most importantly, we bunch of weddings.” make sure that everyone leaves pleased. ” You can’t discuss the food at Phil’s Tavern without mentioning portion size. Compagnucci builds camaraderie among They are enormous! “Our customers know they are getting their money’s his staff by promoting a team atmosphere. worth here,” says Compagnucci. “Our senior clientele, who often come “They all split the tips at the end of the night in for early dinners, love that they can order a dish and have enough left – it almost forces them to work together.” over for lunch the next day.” Phil’s Tavern also attracts a late-night crowd Of course, it’s not all about the food. Prominently featured on a on Saturday nights. Musical acts including chalkboard above the bar is the tavern’s extensive beer list. The vast the Revolving Doors, an acoustic classic selection of 16 draughts and 40 different bottle selections offers patrons rock duo and The Mango Men, a a satisfying variety. Compagnucci explains, “Just as our menu offers pop/country cover band perform upstairs. something for every customer to enjoy, we have a beer for everyone as Customers are informed of upcoming well.” The variety consists of popular favorites like Coors Light, Sam performances via the tavern’s website and Adams and Yuengling as well as imported options like Heineken, Facebook page. “The internet is how Guinness, Corona and Amstel Light. For the more adventurous drinker, people find things out these days,” says craft beers such as Dogfish Head 60 Minute, Sierra Nevada Pale Ale, Compagnucci. “A great reputation and Chimay and Allagash White are also on tap. Their balanced lineup Google is all you need.” complements their diverse menu nicely and offers the variety that beer “Everyone who comes here comes back,” drinkers are looking for. says Compagnucci. “Like the sign out front Compagnucci runs a tight ship, but he doesn’t do it alone. In addition to says, Phil’s is all about good food, good his associate GMs, Johnny, Joey and Brian, who have been with him for drink and good friends.”

4 HeadyTimes v.78 www.origlio.com New PRODUCTS Cerveceria Berber Cerveceria Berber is one of the most important leaders of the new artisanal Mexican beer revolution and one of the largest artisanal, independent producers of beer in Mexico. The brewery strictly adheres to quality standards with four distinct brews that define their portfolio: Ambar, Cerveza Clara, Negra and Oscura. The design of their lineup ensures that there is an option for every palate. Cerveceria Berber is a new option for those who enjoy good times and crave true Mexican beer.

Berber Ambar Ale (Vienna) Berber Negra (Porter) The history of Mexico’s brewing tradition can No need to fear the dark with Negra. be tasted in Ambar, an artisanal Vienna-style The subtle, toasty harmony created lager. Brought to the New World by Austrian by deftly roasted caramel and immigrants in the 1860s, this style of lager black malts yields a medium body has an understated malt sweetness balanced and a taste that accentuates the by the spice of the hops. Anyone who loves flavors in barbeque, moles and Mexican food quickly realizes that Ambar roasted meats. Negra is an easy- complements the cuisine beautifully. Try drinking porter that should be enjoyed this elegant and creamy beer with spicy even in the warmest months when you food and complex moles, and make it throw hamburgers and shrimp on the your go-to beer whenever you enjoy a noodle grill. Also a great dessert beer, try it with dish prepared without tomatoes. Or, try it with ANY chocolate or cheesecake topped with fruit. pizza. With its malty aroma, this beer highlights the ABV: 5% Packages: 12 oz. bottles and 12 oz. cans bready flavors of the crust like no other beer. ABV: 4.8% Availability: Now, year-round Packages: 12 oz. bottles and 12 oz. cans Availability: Now, year-round Berber Oscura (Stout) Berber Cerveza Clara Full-bodied, dark and creamy, Oscura is a stout for those who (Pilsner) crave the roasted flavors of coffee A Brewmaster’s skill is best revealed by and chocolate. An excellent choice the quality of his pilsner. Light and to pair with salt-cured meats, refreshing, Cerveza Clara is at once Mexican and Cajun cuisines, delicate and flavorful with just the right Oscura’s perfect balance of bitter amount of aromatic hops to stimulate the and sweet notes makes it equally appetite. Like all well-made pilsners, enjoyable with a good steak or a Cerveza is versatile enough to accompany bowl of ice cream – especially any food, but why wait for a meal? This one chocolate and vanilla. ABV: 5% is tasty enough to be enjoyed on its own. Packages: 12 oz. bottles and 12 oz. cans ABV: 4.7% Packages: 12 oz. bottles and 12 oz. cans Availability: Now, year-round Availability: Now, year-round

Modelo Especial Chelada Modelo Especial Chelada is a well-balanced “cerveza preparada,” carefully crafted to deliver an authentic and refreshing Mexican Chelada taste. This authentic blend of Modelo Especial, with the refreshing flavors of tomato, salt and lime, delivers a true Mexican Chelada taste with the well-balanced flavor and quality that Modelo Especial is known for. ABV: 3.5% Package: 24 oz. cans only Availability: Year-round, beginning in April

www.origlio.com HeadyTimes v.78 5 New PRODUCTS Coronado Brewing Co. Coronado Mermaid’s Red In 1996, brothers Ron and Rick Chapman Mermaid’s Red bucks the shallow, mid-range, red ale got ahead of the craft brew curve in a stereotype. Loaded with Cascade big way, opening a brewpub in the hops, it delivers a fresh, floral heart of their hometown of Coronado, aroma and sharp, bitter notes, California. Back then, craft beer was all while delivering a solid kick still a foreign term and San Diego of roasted malts that fades County was home to a mere handful of seamlessly into a rich, breweries. The Chapmans had a clear- chocolaty finish with cut mission – to celebrate their islander hints of clove and roots through the creation of exceptional caramel. ABV: 5.7% beer. And with those noble ideals, Coronado Packages: 12 oz. bottles Brewing Company was born. and draught Availability: Year-round, beginning in In no time, CBC became the pride and joy of the Crown March City behind an assortment of abundantly hoppy West Coast-style ales. By 2010, CBC was brewing about Coronado Islander IPA 5,000 barrels of beer per year, allowing them to expand their reach beyond California. In 2012, they Named after Coronado Island, the grew their empire, building a brand new, 30-barrel brewery’s original IPA is a liquid brewhouse in a 22,000 square foot building in San expression of hometown pride. Diego’s Tecolote Canyon area. Centennial, Chinook and Columbus hops combine to provide an CBC’s come a long way over the past 17 years, but explosive burst of piney bitterness through it all, has remained an operation astutely and luscious notes of apricot, focused on hometown pride and respect for the art of grapefruit and mango that are sure crafting quality beer. to evoke imagery of swaying Coronado Orange Avenue Wit palms and sun-kissed shores. ABV: 7% This So-Cal take on a traditional witbier honors Coronado’s Package: Draught main street, which is home to their brewpub and was only Availability: once lined with orange trees. Bolstered by Year-round, orange zest, coriander and orange blossom beginning in honey, it’s Belgium by way of Coronado. Expect March a refreshing, light-bodied brew, rife with citrus zing and a hint of earthy spice. ABV: 5.2% Packages: 12 oz. bottles and draught Availability: Year-round, beginning in March

Spitfire Kentish Ale Yuengling Tite-Pak From Britain’s oldest brewery, Shepherd Yuengling will be making a packaging change for Lager Neame, comes Spitfire Kentish Ale! An infusion and Light Lager 24-pack loose bottles. A new packer has of Kentish hops adorns this beautifully-balanced, been purchased to switch these brands from the traditional blood orange-tinted British bitter with an acutely boxes and dividers to a Tite-Pak – a smaller and tighter- aromatic allure. Hints of marmalade, red fitting package that will help reduce bottle breakage. grapes and pepper are thrust from a Consumers will enjoy the easy, top-open design and one- springboard of warm, mellow malts. The handed carry ability. Retailers floating, fruity finish signs off with a smidgen of will see the benefits of top and spice and raspberry. Kentish Ale is a protected bottom UPC locations as well geographical indicator – no beer style can as greatly improved wet- be called a Kentish ale unless it is brewed in strength and moisture Kent. All hops used to brew Spitfire are grown resistance of the paperboard. within three miles of the Shepherd Neame The 100% recyclable brewery. ABV: 4.5% Packages: 11.2 oz. bottles packaging will feature the and draught Availability: Year-round, beginning in April most up-to-date bottle graphics. Availability: Year-round, beginning in March 6 HeadyTimes v.78 www.origlio.com New PRODUCTS Hop City HOPBOT IPA Strongbow Gold Apple Programmed with five varieties of West Coast Strongbow Gold Apple is a blend of hops, HOPBOT IPA brings out waves of a bittersweet cider and culinary apples, citrus and tropical aroma and flavor. The making it a well-balanced hard cider Citra, Centennial, Mosaic, Summit and that’s anything but ordinary. At first sip, Willamette hops provide 70 IBUs which are a bold cider flavor from the fermented perfectly balanced by a solid malt backbone. cider apples is followed by a distinct, ABV: 7.1% Packages: 11.2 oz. bottles and fresh apple taste from the culinary apples. draught Availability: Year-round, beginning ABV: 5% Packages: 11.2 oz. bottles and in April 14.9 oz. cans Availability: Year-round, beginning in late March

Parrot Bay Margarita with Strongbow Honey & Apple Coconut Water Strongbow Honey & Apple is a blend of bittersweet cider, culinary apples When the #1 cocktail meets the hottest non-alcohol and warm, succulent honey. trend, you get the first ever FMB with a splash of coconut Pouring bright gold with a bold water. This new, great tasting, tropical aroma of honey and fresh margarita has only 150 calories per apple, this deliciously smooth serving! It is made with coconut water that cider satisfies all the senses. cuts the lime acidity, so less sugar is used ABV: 5% Package: 11.2 oz to sweeten the drink, resulting in a bottles only Availability: Year- smoother margarita. Its tropically refreshing round, beginning in late taste comes from a balanced blend of March natural lime and tequila flavors and of course, the coconut water. ABV: 5.8% Packages: 8 and 24 oz. cans Availability: Year- round, beginning in April Smirnoff Ice Slim Cans The Original powerhouse flavor within the Smirnoff Ice portfolio is now available in stylish slim cans. These cans Twisted Pink and will expand occasions, drive incremental growth and Strawberry Lemonades offer solutions to different occasions where bottles may not be relevant. The new 12-pack carrier, designed with Two new flavors have joined the Twisted Lemonade 3x4 dimensions, ensures pack-out on shelves. Each panel lineup! Twisted Pink Lemonade is made with real lemon of the pack contains Smirnoff branding, flavor cues and juice to create a fresh, lemon aroma, a natural pink features of the new slim-line can. The new package can be color and a taste that is sweet and citrusy. Twisted displayed to create “retail theater” and allow dimension Strawberry Lemonade combines real fruit juice with flexibility to fit your needs. Package: 12 oz. slim cans Twisted Lemonade to create a light and refreshing liquid only Availability: Year-round, beginning in March with distinct, but subtle strawberry notes. Both end with a dry finish, just like homemade lemonade. ABV: 5% Package: 12 oz. bottles only Availability: Now, year-round

www.origlio.com HeadyTimes v.78 7 New PRODUCTS Mike’s Hard Lemonade Mike’s Harder 8 oz. Cans Gets a New Look Cold, hard and refreshing, After 15 years of crafting amazing Mike’s Harder Lemonade is now flavors, Mike’s is getting a available in 8 oz. cans in both makeover! The great-tasting liquid Lemonade and Black Cherry will remain the same, but the look flavors. There are three great will be bolder. What’s changed? The reasons to go big with the new bottle necks are longer, “Mike-isms” small cans: Mike’s Harder have been added to the neck labels Lemonade is the #1 16 oz. FMB and the body label graphics have and growing, Mike’s Harder changed, with the lemon being more 8 oz. cans are incremental to prominent (big lemons get noticed!) The new, bold beer and 8 oz. cans are a popular package – they are branding will help Mike’s stand out on the shelves. Make flying off the shelves! ABV: 8% Availability: Now, your store fresher than ever with the new look of Mike’s. year-round Availability: Now, year-round Mike’s Hard Lite Mike’s Lemonade My Party Pack Welcome to the lighter side of Mike’s new variety pack Mike’s. Full flavor, full strength contains updated flavors and sweetened with a touch and new, bold packaging. of honey for a natural taste, My Party Pack includes this is Lite done right! Now Mike’s Hard Lemonade, available in a new and Mike’s Hard Black Cherry improved tasting Lite Lemonade, Mike’s Hard Lemonade and a brand new Strawberry Lemonade and Mike’s Hard Blood Orange. flavor, Lite Black Cherry Variety is the spice of life. Let the party begin! Lemonade! Embrace the Lite… Availability: Now, year-round and refresh. ABV: 5% Package: 11.2 oz. bottles only Mike’s Hard Smashed Apple Ale Availability: Now, year-round Crisp and refreshing, Mike’s Hard Smashed Apple Ale is crafted with Washington apples for an amazingly crisp and natural taste. Cold filtered for a clean finish, try it over ice and taste the difference. ABV: 5% Packages: 11.2 oz. bottles and 8 oz. cans Availability: Now, year-round

TGI Fridays Cayman Jack 8 oz. Cans Frozen Signature Mudslide Same great flavor in an exciting new 8 oz. The newest flavor to join the TGI can package. Arguably the most refreshing Fridays Signature lineup of frozen margarita in the world, Cayman Jack is cocktails is Mudslide! Available in handcrafted and made with 100% blue convenient 10 oz. pouches, the agave nectar, real cane sugar and organic frozen cocktails have authentic lime juice. Try it over ice in a bartender taste and are packaged in salt-rimmed glass for the revolutionary, non-sticky pouches. This ultimate authentic new flavor is a winner by a mudslide! refreshment. These small ABV: 5% Package: 10 oz. pouches only cans will lead to big profits. Availability: Year-round, beginning in ABV: 5.8% Availability: Now, April year-round

8 HeadyTimes v.78 www.origlio.com New PRODUCTS Samuel Adams Firestone Walker Pivo Hoppy Pils Rebel IPA 16 oz. Cans This beer encompasses everything we This refreshing, flavorful IPA has the bright love about classic German pilsners citrus & grapefruit flavors, and subtle pine with a hoppy Bohemian twist. Pivo notes that drinkers love in West Coast-style is a bright, straw-colored lager IPAs. Currently available in 12 oz. bottles with playful carbonation and and draught, Rebel IPA 16 oz. cans will topped with beautiful white foam be available this lace. Delicate, lightly toasted malt spring. ABV: 6.5% flavors underscore the noble Availability: Year- German hop character. Hallertau- round, beginning in grown Magnum hops deliver the April lupulin foundation, while generous amounts of Spalter Select hops bring floral aromatics and spicy herbal notes. As a twist, the beer is finished with German Saphir for a touch of bergamot zest and Stone Go To IPA lemongrass. This is a refreshing, light-bodied, hop-driven pils. ABV: 5.3% Packages: 12 oz. bottles and draught Stone Brewing Co. is Availability: Now, year-round embracing their hop obsession in a new way with this Dogfish Head Namaste “session” IPA. Go To Now Available Year-round IPA employs the “hop Previously an occasional release in 25 oz. bottles, bursting” method, a Dogfish Head is now offering their Belgian-style hopping technique white beer, bursting with good karma, in 12 oz. where all or most of bottles at 60 Minute pricing, year-round. Made the bitterness in the with dried organic orange flesh, orange rind, beer comes from late fresh-cut lemongrass and a bit of pepper and hop additions in the coriander, Namaste is a more sessionable ale; a brewhouse. The result is a beautifully aromatic beer with great thirst quencher and food beer. Originally substantial, but somewhat mellow bitterness. The hop brewed in 2009 to raise money and awareness bursting also enhances the flavor retention of the hops for 3 Fonteinen, a Belgian brewery that suffered and, combined with the dry-hop, creates a very intense a devastating production loss, Namaste, which and complex hop flavor. Go To IPA delivers all the fruity, roughly translates to “The spirit in me recognizes piney character of a much bigger IPA at a more modest and celebrates the spirit in you,” is also a nod to ABV level. It is a beer that challenges many craft beer lovers the world over for spreading the preconceptions. So, sit back and enjoy your new, word about small, independent breweries. everyday go-to IPA and bask in the glory of the almighty ABV: 4.8% Packages: 12 oz. bottles and draught hop. ABV: 4.5% Packages: 12 oz. bottles and draught Availability: Now, year-round Availability: Year-round, beginning in March

Stone Mixed 12 Pack Shipyard Monkey Fist IPA This variety pack is a mix of styles and flavors Monkey Fist is the genesis of a new generation of IPA. for the craft beer drinker who The traditional elements of classic English IPAs have wants and deserves been redefined by American craft beer innovation. everything. The 2/12 pack Like the image on the label suggests, Monkey Fist is mix case features four different edgy, aggressive and unique in style. This brilliant, stellar Stone brews in 12 oz. copper-colored beer is exploding with Warrior, bottles: Stone IPA, Stone Glacier and Cascade hop character, but able to Sublimely Self-Righteous Black maintain a beautiful balance. Try it with buffalo IPA, Stone Ruination IPA and shrimp, aged cheddar, BBQ or crème brulée. Arrogant Bastard Ale. The ABV: 6.9% Packages: 12 oz. bottles and draught lineup of included beers will Availability: Year-round, beginning in late March change from time to time to keep your attention – and your taste buds – challenged. Availability: Year-round, beginning in March www.origlio.com HeadyTimes v.78 9 New PRODUCTS Unibroue Blanche de Chambly Allagash Saison and La Fin du Monde Allagash Saison is the brewery’s interpretation of 58 Liter Kegs a classic Belgian farmhouse style. It is a golden- hued beer, brewed with a 2-row blend, malted Previously available only in 20 liter rye, oats and dark Belgian candi sugar. It is kegs and bottles, both Blanche de hopped with Tettnang, Bravo and Cascade Chambly and La Fin du Monde are hops and fermented with a traditional saison now available in 58 liter (1/2) kegs as yeast strain. This beer exhibits notes of spice well. Blanche de Chambly is brewed from and tropical fruit in the aroma. Citrus and a blend of pale barley malt, wheat malt and peppery spice dominate the flavor and make unmalted wheat, to which selected spices way for a pleasant malt character. This is a full-bodied and hops are blended. It’s a remarkably brew with a remarkably dry finish. ABV: 6.1% refreshing, light-bodied white ale that Packages: 12 oz. bottles and draught is exceptional with grilled fish, lemon Availability: Year-round, beginning in late March chicken, goat cheese and mussels. La Fin du Monde offers both subtlety and strength, with a chorus of fruit, Green Flash Package Refresh spice and hop notes that make the Green Flash has made significant highly effervescent “liquid gold” so changes to their product lineup distinctive. Its complex flavor and natural with all new packaging, labels and carbonation make it an ideal pairing for aged cheeses a tap handles. The newly-designed and succulent cuisine like scallops, filet mignon and packaging, from cases to 4-pack duck. Availability: Now, year-round carriers and labels will begin hitting the market with steady A New Look for rollout in late March/April as the Curious Traveler Shandy beers are brewed and bottled. The new design reflects the evolution of Both the Curious Traveler bottle label and 6-pack the market and is intended to catch the consumer’s eye holder have undergone a fresh, new redesign. The with bold typography and a strong color palette. Each new look is brighter, bolder and more label and carrier will now include more information eye-catching with the face about each beer including the hops used, tasting notes and signature mustache and a background on each beer’s history. Tap handles made more prominent. will similarly change to include a list of key ingredients In addition, a black to help bartenders better understand the beers of Green band has been added Flash, so they can relay the information clearly. The new to the package to design also reflects the evolution of the Green Flash create a more unified brand-position regarding the way that the brewery will billboard when there define each beer style. One great example is West are multiple Travelers Coast IPA – the brand’s anchor and best-seller has (Curious or other) on always been designated as an “India Pale Ale.” It will a shelf. Check out the new now be more appropriately labeled as a “Double India look of this delicious ale brewed Pale Ale” with an increase in ABV (now 8.1% was with lemon peel, now available year-round! 7.3%) with 95 IBUs. The new look and feel will also carry over to the Green Flash website. Slated to launch in April, it will include fresh new POS, Sierra Nevada Pale Ale merchandise, presentation materials and 16 oz. Cans event displays. New for 2014, Sierra Nevada is offering their quintessential pale ale in an all-new format, with all of the flavor, care and quality you’ve come to expect from the iconic brewery. The 16 oz. can package will open brand new opportunities for this classic beer. Availability: Year-round, beginning in March

10 HeadyTimes v.78 www.origlio.com Seasonal SELECTIONS When Demand Exceeds Supply Redd’s Pick Different Can and Bottle Variety Packs Many of our craft seasonal and specialty releases are available in limited or extremely limited quantities. To “Pick Different” has never been Breweries only produce a certain amount of their specialty easier with Redd’s variety packs. beers and Origlio does all they can to get as much product Each pack contains Redd’s as possible. In addition, this publication is compiled months signature Apple Ale, Redd’s prior to the decision made by the brewery to allocate their Strawberry Ale, and NEW products to the wholesaler. Variations in production for Redd’s Hard Iced Tea. As a some of these limited release offerings will fluctuate, limited-edition pick, Redd’s Hard resulting in lower quantities than anticipated. Iced Tea adds a new twist to hard iced tea – refreshing like an If you are interested in something you see in this iced tea, but finishes crisp like an publication and it is out of stock when you place your apple. Redd’s family tree just order, please contact your Origlio Sales Representative to keeps growing and getting tastier! discuss a similar option. Availability: Bottle variety pack available now, Origlio also sends out an email blast weekly to inform can variety pack will be available in May customers of seasonal offerings that are widely available to you, immediately. Coors Light If you are interested in receiving this email please contact Summer Brew Kyle Park at [email protected] with your email address. Take “The World’s Most Refreshing Beer,” add a blend of natural citrus Blue Moon Brewmaster’s flavors and take refreshment to the Summer Sampler Pack next level. Fresh and citrusy, this beer has hints of both malt and fruit. For a This year’s Brewmaster’s limited time, squeeze the most out of Summer Sampler Pack your summer with a Coors Light includes the Blue Moon Summer Brew. ABV: 3.9% Package: seasonals, Summer Honey 10 oz. cans only Availability: May Wheat and Agave Blonde Ale in addition to the flagship, Coors Banquet Belgian White and the Heritage Cans Expressionist Collection beers, Rounder Belgian-Style Pale and As the first beer brewed by Farmhouse Red Saison. With five varieties in this Adolph Coors in 1873, Coors artfully crafted 12-pack sampler, there is a beer for Banquet has a rich history, everyone. Availability: April including banquets for miners and presidents and countless attempts Blue Moon to smuggle it east of the Summer Honey Wheat Mississippi River. Now, that story is being told, can by can. Availability: April Summer Honey Wheat is crafted with clover honey and a touch of Coors Light orange peel. For this celebrated Design Series summer seasonal, Brewmaster Keith Villa tasted over 20 different New is refreshing, and this summer, varieties of honey before he Coors Light will do new and found the right one. He landed on refreshing by pairing a special- clover honey for its subtle edition summer can with “The sweetness and balanced honey World’s Most Refreshing Beer ”. The aroma. The subtle flavors of fresh packaging and point of sale clover honey and orange peel in tools will definitely appeal to young this beer pair well with grilled, marinated chicken and adult drinkers. Packages: 12 oz. bottles (on-premise pork. Just like their fans, Blue Moon is excited to have only) as well as 12,16 and 24 oz. cans. this award-winning beer back for summer. ABV: 5.2% Availability: May Packages: 12 oz. bottles and draught Availability: April www.origlio.com HeadyTimes v.78 11 Seasonal SELECTIONS Yuengling Summer Wheat Samuel Adams Longshot 2014 Thirst quenching and full of character, Yuengling Summer The three lucky winners of the Wheat is carefully brewed with a combination of 2013 Samuel Adams Longshot wheat and barley malts. Hallertau American Homebrew contest hops and authentic Bavarian-style, were chosen in October and top-fermenting yeast deliver a thick, their beers are now available! creamy head with overtones of Each year, two homebrewers banana and clove esters. This and one Sam Adams employee German weizen-style homebrewer are chosen from beer, with a slightly amongst thousands of entries hazy appearance, and the brews get better and concludes with a better each year. This year’s crisp finish. This one’s winning beers include: perfect for warm days American Stout – a big, malty and backyard stout with notes of chocolate grilling. ABV: 4.8% and coffee, Grätzer – a light, Polish, smoked wheat beer Packages: 12 oz. bottles that packs a punch of smoky-sweet flavor from the and draught Availability: April heirloom smoked malt, and spicy & herbal notes from Saaz hops and Pineapple IPA – an IPA brewed with four different American hops that pack a punch of grapefruit character with complementary, mellow tropical fruit notes Amstel Radler from the addition of real pineapples. Package: 12 oz. bottles only Availability: April Inspired by the long-standing European tradition of combining beer and lemon juice, the invention of the Radler is widely attributed to Munich bar Narragansett Summer Ale owner, Franz Xaver Kugler. In 1922 he decided to mix beer with lemonade to make his beer Narragansett Summer is a light session ale stock stretch further when he was suddenly made with 2-row pale malt and Citra hops. inundated with customers on a cycling tour. The malt flavor is smooth and subtle, “Radler” means “cyclist” in German. Amstel balanced by a crisp hop bitterness. Aromas Radler is supported by the Amstel brand’s of citrus and passion fruit are very evident, upscale, European brewing credentials. but mild on the palate. This is a perfect Low in alcohol, refreshing and delicious, it beer for warm weather drinking. is ideal for any outdoor spring and ABV: 4.2% Packages: 16 oz. cans and summer activity. ABV: 2% draught Availability: April Packages: 12 oz. bottles and 12 oz. cans Availability: April Shiner Ruby Redbird Brewed with ruby red grapefruit, the signature sweet Newcastle Bombshell citrus of the Rio Grande Valley, this lager features a Newcastle Bombshell is a well-balanced, grapefruit tartness that finishes with a ginger kick from bittersweet, golden ale with toasted biscuit all natural ginger. This crisp and refreshing beer is made notes, a floral hop aroma with Munich malt for a deeper gold color and fuller with some soft fruit notes body. ABV: 4.2% and a creamy, clean Packages: 12 oz. finish with caramel bottles, 12 oz. sweetness. ABV: 4.4% cans and draught Packages: 12 oz. Availability: Late bottles and draught March Availability: April

12 HeadyTimes v.78 www.origlio.com Seasonal SELECTIONS Sierra Nevada Summerfest UFO Big Squeeze Shandy Sierra Nevada’s crisp summer lager is When Harpoon first started thinking of a back again in 2014. This pilsner-style beer UFO summer seasonal, they hit the beach is brewed in the original Czech tradition. and spent days “researching” every Crisp, golden, dry and incredibly combination of fresh fruit juice and beer drinkable, Summerfest has a delicate and they could think of until they discovered a complex malt flavor and a spicy, floral hop combination that made the decision easy. character from the use of traditional Sweet with a hint of tartness, this grapefruit European hops. This is the perfect warm shandy is perfect for all of your warm weather beer. ABV: 5% Packages: 12 oz. weather adventures. ABV: 4.5% bottles, 12 oz. cans and draught Packages: 12 oz. bottles and draught Availability: April Availability: March Sierra Nevada Harpoon Fridge Full Mix Hoptimum Is your fridge full of Harpoon? This May will see the 2014 release of The Harpoon Fridge Full Mix Hoptimum, Sierra Nevada’s whole-cone will guarantee that you’re hurricane of hop flavor. This massive, stocked with an assortment of double IPA pushes the extremes of hop flavor. It is beers, perfect for the aggressively hopped, dry-hopped AND torpedoed with spring/summer season. The mix exclusive new hop varietals for ultra-intense and resinous pack includes Harpoon IPA, hop flavor and aroma. ABV: 10.4% Packages: 12 oz. Harpoon Summer Beer, UFO bottles and draught Availability: May White, and the new UFO Big Squeeze Shandy. Availability: April Sierra Nevada Ovila Abbey Harpoon Summer Beer Saison with Mandarin Oranges and Peppercorns Summer Beer is Harpoon’s version of the traditional German Ovila Abbey Saison with Mandarin Oranges and Kölsch-style ale. This light and Peppercorns is an homage to the noble work of refreshing beer appears to the monks at the Abbey of New Clairvaux in resemble a lager rather than an Vina, CA. Full of flavor, this unique, blonde, ale. The Kölsch style is a farmhouse ale is light in color but deceptively testimony to the broad spectrum complex. Notes of lemon, pepper, grass and of characteristics an ale can herbs are balanced by the tang of abbey- produce, as well as the brewer’s grown mandarin oranges and a spicy kick of art. The body is soft and delicate white pepper. ABV: 7.5% Packages: 375 ml with a dry, crisp finish. bottles and draught Availability: Limited ABV: 4.8% Packages: 12 oz. bottles, 12 oz. cans and quantities in April draught Availability: April Sierra Nevada Southern Hemisphere Harvest Woodchuck Fresh Hop IPA Summer Hard Cider Back this spring as part of Sierra Nevada’s expanded Summer Cider is the perfect refreshment on Harvest Series is the perennial favorite: Southern a warm, summer’s day. Exhibiting a slight Hemisphere Harvest Fresh Hop IPA. Southern tartness, this cider begins with a full, Hemisphere is the southern counterpart to the robust flavor followed by a rich taste popular Northern Hemisphere Harvest Ale reminiscent of New England featuring fresh hops that are picked, dried and blueberries. ABV: 5% Packages: 12 oz. shipped from New Zealand within seven days bottles and draught Availability: April of the fields. This beer showcases intriguing floral and herbal flavors and aromas of New Zealand-grown Southern Cross, Pacifica and Motueka hops. ABV: 6.7% Packages: 24 oz. bottles and draught Availability: May www.origlio.com HeadyTimes v.78 13 Seasonal SELECTIONS Dogfish Head Aprihop Dogfish Head Sah’tea This is Dogfish Head’s fruit beer for hop-heads! This Ancient Ale is a modern take on a 9th- Aprihop is an American IPA brewed with pilsner and century Finnish beer. The wort for Sah’tea is crystal malts. It’s massively hopped – in the caramelized over white-hot river rocks, and the continual fashion, of course! – and the flavor is beer is fermented with a German weizen complemented by the addition of apricots. After yeast. In addition to juniper berries fermentation, the beer is dry-hopped with foraged from the Finnish countryside, irresponsible amounts of Amarillo hops. The Sah’tea is flavored with black tea. The beer has a hoppy aroma with the apricots spicing is subtle and balanced, and playing a supporting role. The flavor is rich Sah’tea is a highly-quaffable, truly with late hop notes, and its bitterness is unique brew with a full mouth feel. tempered by just the right amount of malt ABV: 9% Packages: 25.4 oz. bottles sweetness and fruity undertones from the and draught Availability: May apricots. Check out the new label artwork on all of Dogfish Head’s seasonal brews. Dogfish Head ABV: 7% Packages: 12 oz. bottles and Red & White draught Availability: March Red & White is a big, Belgian- Dogfish Head Positive Contact style witbier brewed with coriander and orange peel and Part of Dogfish Head’s Music Series, Positive Contact is fermented with pinot noir juice. an amalgamation of hip-hop, beer, cider and a DIY After fermentation, a fraction culinary experience! Sam Calagione and Dan the of the batch is aged in a 10,000- Automator of the group Deltron 3030 teamed up to gallon oak tank. Red & White create Positive Contact based on Dan’s favorite successfully marries the ingredients and Dogfish Head’s innovative refreshing citrusy qualities of a brewing practices. Named after a key track on Belgian-style white beer with Deltron 3030’s first album, Positive Contact is a the robust complexity of a red hybrid of beer and cider brewed with Fuji wine. Try it with grilled red apples, roasted farro, a handful of cayenne meat, meatballs, stewed greens, peppers and a late dose of fresh cilantro. This grapes or Manchego cheese. sweet-and-sour Belgian-ish brew is a light ABV: 10% Packages: 25.4 oz. straw color with fruity, cider-like notes. The bottles and draught cayenne and alcohol give it a warming Availability: May finish. ABV: 9% Packages: 25.4 oz. bottles and draught Availability: March

Spring House Robot Surf Factory Sly Fox Royal Weisse Cans Pineapple Pale Ale Expect the unexpected… Royal Weisse is a vibrant This American-style pale ale is hopped up with hefty hefeweizen with real personality. Served in a traditional amounts of Simcoe and Citra hops and aged on fresh weizen glass or straight from the can, Sly Fox Brewing pineapple wedges, pineapple Company’s celebrated wheat beer juice and a bed of cascade is unforgettable and uniquely hops. ABV: 5.8% Packages: delicious. Royal Weisse is a 22 oz. bottles and draught Bavarian-style wheat beer brewed Availability: Limited quantities with German Pils and wheat malts. in April Accented with German Northern Brewer hops, this warm-weather favorite is medium-bodied, honey in color, fruity and refreshing. ABV: 5.6% Packages/Availability: Draught is available year- round, cans in March

14 HeadyTimes v.78 www.origlio.com Seasonal SELECTIONS Unibroue Raftman 21st Amendment Monk’s Blood This peat-smoked whiskey malt ale is 21st Amendment founders, Nico Freccia and amber-red in color with a complex Shaun O’Sullivan, traveled to Belgium to blend of smoke, apples, caramel develop the recipe for this special beer, and whiskey malt in the nose. An visiting small, traditional breweries in the interesting brew, aged in hop fields of west Flanders, not far from Canadian whiskey barrels, the famous Trappist abbey of Westvletren. Raftman tastes of smoked malt Monk’s Blood is designed to pair whiskey with low acidity, masked beautifully with creamy cheeses, by a caramelized apple flavor unctuous desserts or just by itself, in a and fine yeast. ABV: 5.5% Belgian tulip glass. ABV: 8.3% Package: Draught only Packages: 12 oz. bottles and draught Availability: April Availability: April

Oskar Blues GUBNA Firestone Walker Easy Jack Oskar Blues’ seasonal Imperial IPA has changed over This is a devilishly drinkable, the past four years from a single hop explosion (Summit unfiltered pale ale loaded hops) to a more complex Cascade and Summit with fresh hop character and combination, lifted on the backbone of citrusy goodness. German dark Munich malt and rye malt. Brewmaster Matt Post-fermentation dry-hopping with a Brynildson went to the different specialty hop or hops allows mountain and returned this brew’s monstrosity to gently coax the with a vision for a citrus rind and grapefruit aroma while different kind of session providing a rye, malt-induced, spicy, yet IPA, one that would be round middle. GUBNA finishes with a brewed and dry-hopped brisk, clean bitterness. ABV: 10% with a globetrotting selection of new Packages: 12 oz. cans and draught hop varieties from Europe, New Zealand and North Availability: Now! America. He foresaw a beer that would deliver massive hop aromas, a signature malt balance and an empty glass before you knew what hit you. Try this summer Elysian Superfuzz session IPA with Indian or Thai food, fish tacos and Blood Orange Pale barbeque. ABV: 4.5% Packages: 12 oz. bottles and draught Availability: April Call it Orangesploitation! Superfuzz Blood Orange Pale is a beer you can get behind, with pale, Munich and Dextri-pils malts and German Northern Brewer and Abita Lemon Harvest Wheat Cascade hops to bitter and flavor. But it’s the Citra and A crisp, refreshing beer made Amarillo hops, blood orange peel and puree that’ll with lemon peel for a fresh really get you on your feet. Never dance? We’ll see citrus taste and aroma, this about that. With a starting gravity of 14° P and layer unfiltered brew has a hazy, upon layer of mystical complexity, Superfuzz is shining, golden color and is made streaming, gleaming, flaxen and waxen. with lager and wheat malts, ABV: 5.4% Packages: Centennial hops and bière de 12 oz. bottles and draught garde yeast. Lemon Harvest Availability: April Wheat is an excellent choice with many dishes. It is wonderful with salads (if the dressing is not too sweet) shrimp, lobster or any fish, even the most delicate. ABV: 4.4% Packages: 12 oz. bottles and draught Availability: May

www.origlio.com HeadyTimes v.78 15 Seasonal SELECTIONS Lagunitas Night Time Ale Manayunk Summer Paradise Kinda like Daytime’s big, dark Summer Paradise is a crisp, copper ale that and scary sidekick, this ale is makes one wonder how so much flavor packed full of highly-roasted malts, could be bestowed upon each pint. then counter-hopped by smooth Made with fresh blood oranges and operators with the dankest, juciest locally produced raw honey, this ale hops. Not for the lunchtime crowd or keeps with the tradition of brewing the faint of heart. Fear the dark. easy-drinking beers during the warmer ABV: 8.6% Packages: 22 oz. bottles months. This refreshing quencher is made and draught Availability: April with just a hint of spice within a backdrop of citrus, reminding you of a summer in Lagunitas A Little paradise. ABV: 5% Packages: 12 oz. cans Sumpin’ Extra Ale and draught Availability: April This is the big sister of A Little Sumpin’ Manyunk Dreamin’ IPA Sumpin’ Ale. It is brewed with lots of wheat for a curious malt complexity, Inspired by the highly-hopped beers leaving it light in color, but huge in from the West Coast, Manayunk’s double flavor and satisfaction. ABV: 8.7% IPA is truly a hop-head’s delight. Five Packages: 12 oz. bottles and varieties of American hops, added throughout draught Availability: May the boil, create a wide range of flavors including pine and citrus, while generous dry-hopping in the fermenter provides the distinct aroma of fresh hops. This is one of the freshest double IPAs available – a great reason to Heavy Seas Riptide White IPA drink local. ABV: 8.5% Packages: 12 oz. cans (Very limited quantities) and draught Availability: April Riptide has a malt body, similar to a Belgian-style wit, with loads of torrified wheat. It’s hopped like an IPA with a unique blend of Czech Saaz, French Strisselspalt, Calypso, Centennial and Cascade Great Lakes Rye of the Tiger IPA hops that creates a big citrus nose and flavor Rye of the Tiger has claws. Named for its fierce hop with floral accents. Slightly cloudy and hop- profile and sharp rye content, this thrilling IPA has forward, Riptide is the perfect blend of wheat, bite. Rye of the Tiger is crafted for the fighter in all malts and hops. This unique white IPA pairs of us. A powerful beer with strong citrus and well with grilled fish and tropical fruit. pine presence and a clean, dry finish, it’s meant ABV: 7.25% Packages: 12 oz. bottles and to inspire feats of strength and skill. If you can draught Availability: April handle this hopped-up kitty, you’ve earned Heavy Seas Holy Sheet your stripes. ABV: 7.5% Packages: 12 oz. bottles and draught Availability: April Part of the Heavy Seas Uncharted Waters Series (limited release Great Lakes Lake Erie beers that are influenced by the Monster Imperial IPA addition of wood), Holy Sheet is a robust, abbey-style ale brewed with Belgian yeast and Drink a few of these handcrafted Belgian candi sugar. Its deep copper color Imperial IPAs and you’re bound comes from the abbey malt used. To enhance to start boasting and weaving the flavor, the beer is aged in brandy wild tales of mythic barrels for over three months. As a result, proportions. Drink more and you might even the beer takes on notes of figs, raisins, have visions of South Bay Bessie, the grape liqueur, caramel and oak overtones. freshwater cryptid for which this beer is This one will quickly have you saying, named, lifting her scaly head above the “Holy Sheet, that’s good!” ABV: 9% surface of Lake Erie, or the Cuyahoga Packages: 22 oz. bottles and draught River, or a kiddy pool. Actually, if you Availability: Limited quantities in May see Bessie in a kiddy pool, take it easy. You’ve probably had too many. ABV: 9.1% Packages: 12 oz. bottles and draught Availability: May 16 HeadyTimes v.78 www.origlio.com Seasonal SELECTIONS Saranac Wild Hop Pils Weyerbacher White Sun Wit This unique pilsner is the first to use White Sun Wit is a crisp and hazy Belgian-style Belma hops, discovered growing wild on wit beer. The nose has a light spiciness from the a farm in the Yakima Valley. Crisp and coriander, orange peel, grains of paradise and refreshing, Wild Hop Pils is one of a star anise, while the palate reveals a mild, kind. ABV: 5.2% Packages: 12 oz. refreshing and effervescent wheat beer that bottles, draught and (12 oz. cans in the finishes with just a hint of tartness. ABV: 4.6% Saranac Can Do Variety Pack) Packages: 12 oz. bottles and draught Availability: April Availability: April Saranac Shandy Weyerbacher Blasphemy For nearly 100 years, Europeans have Blasphemy is Weyerbacher’s QUAD aged in mixed lemonade and beer as a bourbon barrels. Its gentle, vanilla, oaky notes refreshing beverage during the summer complement rather than supersede the complex months. Saranac continues this tradition qualities that already make QUAD such an with Saranac Shandy, a refreshing blend incredible beer. ABV: 11.8% Package: 750 of lager and lemonade. ABV: 4.2% ml cork and cage bottles only Availability: Packages: 12 oz. bottles and draught Very limited quantities in May Availability: April Weyerbacher Saranac 12 Beers of Summer Viridis Lupulus After a long winter, Saranac is Viridis Lupulus is a celebration of the renewal breaking out the most refreshing of spring. This unfiltered, golden-copper IPA variety pack of the year! Saranac will have an aggressive hop profile. The bottle- 12 Beers of Summer is back with conditioning will propel the aromas out of your two brand new beers, Ginger Pale glass and create a tight, fluffy head. Massive amounts of Ale and Every Day IPA. Returning specialty hops will make this second release of Viridis to the mix pack are the seasonal Lupulus extremely interesting! At the time this article went favorites Kölsch, Wild Hop Pils, to print, the specific hops Weyerbacher will use were not Jugglernaut (did someone say yet known. This seasonal brew from Weyerbacher Pomegranate?) and Cloud Splitter. features a different selection of hops from year to year. Availability: Late March Visit Weyerbacher.com to learn which hop varieties they chose for 2014. ABV: 7.5% Package: 750 ml cork and Saranac The Can-Do Pack cage bottles only Availability: May Those that can, do! Saranac is bringing you a mixed can pack that is perfect for warm weather drinking! The variety highlights two of Saranac’s best selling products, Pale Ale and Legacy IPA, along with their hot summer seasonal, Wild Hop Pils. Availability: April Dock Street Summer Session Dock Street Dock Street’s famous warm weather Jip The Blood brew is a wheat beer spiced with lemon- Jip the what?! This double berliner is grass and a hefty dose of fresh ginger brewed with the juice of blood oranges root. Pale golden in color with a grassy and sour oranges. Slightly tart and sour, nose, you will detect floral up front with Jip the Blood certainly packs a punch! a punch of ginger and nuances of fresh ABV: 5.5% Package: Draught only lemon zest, followed by a dry thirst- Availability: April quenching acidity in the finish. ABV: 5% Package: Draught only Availability: May www.origlio.com HeadyTimes v.78 17 Seasonal SELECTIONS Port Brewing Older Viscosity Special PBW 100% straight bourbon barrel-aged for a Collaboration Brew minimum of nine months, Older Viscosity takes Justin Low, head brewer for Dock full advantage of Port Brewing’s oak-aging Street was selected by Philly program, which adds levels of complexity Beer Week raffle winner, and depth. The beer starts off with a Daniel Neuner to coating of rich malts and dark chocolate represent the brewery and finishes in a dry, bittersweet ending and Philadelphia in balanced by a firm, bitter tone and Belgium. In February, warming notes from the alcohol. Neuner and Low traveled ABV: 12% Packages: 375 ml cork- to Belgium with Tom finished bottles and draught Peters, Origlio’s own, Jim Availability: Extremely limited Meiers and the rest of the PBW quantities in May entourage, along with Don Feinberg & Wendy Littlefield of Vanberg & Port Brewing Anniversary Ale DeWulf. Low was part of a hands-on This massively hopped, strong IPA is brewed in collaboration with Brouwerij celebration of Port Brewing’s Anniversary each Dilewyns in Dendermonde, year. Using Columbus, Amarillo and Simcoe Belgium. He teamed up with hops and dry-hopping with Columbus, Amarillo Dilewyns head brewer, Anne- and Citra, Anniversary Ale has an intensely Catherine Dilewyns to create this hoppy body with fresh notes of pine and citrus. year’s official Philly Beer Week This seasonal release is sure to please any hop- brew, a creation that is head who has the pleasure to try it. ABV: 10% kept secret and Packages: 22 oz. bottles and draught sworn in blood for Availability: Limited quantities in May those involved. The creation will only be revealed and released on The Lost Abbey Track #8 the magical evening of Opening Tap on May 30th. Origlio is proud Track #8 is a monster of complexity and spices, to announce that longtime supplier, reminiscent of an oatmeal cookie. Starting with Vanberg & DeWulf is the only a base of the brewery’s Abbey Quad, importer ever asked to work with Philly Judgment Day, the beer is aged in freshly Beer Week on the collaboration beer more than emptied bourbon barrels for a minimum of once. Two years ago they worked nine months and spiked with liberal with PBW and Iron Hill at additions of cinnamon sticks and dried chili the Dupont Brewery to peppers. ABV: 13.7% Packages: 375 ml produce Speciale Belge. cork-finished bottles and draught Packages: 11.2 oz. bottles and Availability: Very limited quantities in May draught Availability: Very limited quantities in June

Saison Dupont Cuvée Dry Hopping 2014 Every year, Dupont’s Master Brewer, Olivier Dedeycker, makes a special dry-hopped version of the brewery’s world famous Saison Dupont. This lets him take advantage of different hop varieties each season. For 2014, he chose the famous English hop, Challenger, renowned for its balance of bittering and aromatic qualities. Importantly, they were cultivated in Belgium by the farm that supplies Olivier’s Golding hops. Using only hop flowers (no pellets), he added them to the late boil and dry-hopped in cold maturation. The result is a super refreshing saison with accentuated floral, spice and citrus hop notes. ABV: 6.5% Packages: 750 ml bottles and draught Availability: Limited quantities in April/May

18 HeadyTimes v.78 www.origlio.com Seasonal SELECTIONS Twin Lakes Green Flash Road Warrior Winterthur Spring Wheat Road Warrior is an Imperial rye IPA The sparkling, spicy and sharp brewed as a tribute to the Green Flash flavor of Spring Wheat is sales team who tirelessly trek from coast deliciously balanced by its soft to coast, town to town, pub to pub, foamy head and downplayed sharing the Green Flash experience. This yeastiness. It opens like many Twin beer is brewed with Columbus hops, rich Lakes beers with a bright, citrus crystal and rye malts then dry-hopped taste and a full, dry flavor. This with Mosaic. ABV: 9% Packages: 12 oz. bottles and thirst-quenching ale is smartly draught Availability: May hopped and crisp with hints of clove and coriander. The Green Flash carbonation is fizzy and sharp, Hop Odyssey Series 2014 leaving a fine Brussels lace down your glass as you The six beers that were released in the 2013 Hop drink. ABV: 6% Package: Draught only Availability: April Odyssey Series, which debuted in draught only last year, will be available in 22 oz. bottles as well as draught in Sixpoint Seison 2014, in limited quantities throughout the year. A Sixpoint twist on the saison, Sixpoint Seison is an American pale ale/saison hybrid that draws on farmhouse tradition and Sixpoint innovation for a juicy, spicy beer in the spirit of Mad Science. This urban farmhouse ale complements Belgian yeast with bold hops and a backbone of hearty amber malt. ABV: 6.6% Package: Draught only Availability: Now! Sixpoint Apollo Apollo is the Sixpoint tribute to Bavarian Green Flash Hop Odyssey wheat, and formulated to be the ultimate 30th Street Pale Ale refresher. The beer has the indelible flavor of a Bavarian wheat, but with a clear, This American pale ale would be an IPA golden brilliance and a Sixpoint twist. The on any other street! A hop-forward, brew is true to its roots and more – a sweet locally inspired brew, 30th Street Pale bouquet of banana, vanilla and clove is Ale pays homage to San Diego’s craft balanced by a clean, dry finish and spritzy beer corridor. This beer’s uniquely fruity carbonation. Poured on draught with a towering and floral notes of melon and white white head atop a brazen, crystal clear body, grape from Warrior, Cascade and El Apollo standing tall is a sight to behold. This beer is Dorado hops mingle with just the right hint of medium an entirely unique offering for sun-worshiping ale crystal malt. This longtime California favorite is now a lovers. ABV: 5.2% Package: Draught only national craft offering. ABV: 6% Packages: 22 oz. Availability: April bottles and draught Availability: April/May

Evil Genius I Love Lamp Evil Genius The Siren White IPA Grapefruit Hefeweizen The Siren is a sultry maiden, ready to In this delicious grapefruit lure and enchant the unsuspecting. hefeweizen, you will detect citrus This white IPA is single-hopped with grapefruit notes combined with a generous amount of Amarillo, banana, clove, a hint of bubblegum creating a beautiful bubblegum and strong wheat flavors. It’s pure flavor, with sweet notes of grapefruit refreshment in a glass! ABV: 6% and orange. ABV: 6.5% Packages: 12 oz. bottles and Packages: 12 oz. bottles and draught Availability: May draught Availability: April

www.origlio.com HeadyTimes v.78 19 Available Year-Roun d PERFECT FOR THE SEASON Verdi for Mythos Greek Lager Mother’s Day Mythos is an authentic Hellenic beer created in 1997. From the very beginning, Mythos left Verdi and Verdi Sparkletini consumers with a strong impression. With its are 100% natural and excellent quality and genuine, unconventional delightfully sparkling, perfect personality, Mythos is now one of the top beer for a Mother’s Day brunch. brands in Greece. It is also the only Greek beer Serve chilled to fully enjoy that is exported to 30 countries, including the the uniquely light, U.S., Canada, Australia, Japan, Brazil and many refreshing taste. Available countries in Europe. in Spumante, Peach, Raspberry, Green Apple Produced from selected varieties of barley and hops, and Acai flavors, Verdi is Mythos is a lager with a rich head, a bright, straw a sparkling celebration color and a pleasant, refreshing taste – a guarantee that any mother will love. of enjoyment. The recipe for this beer stems from a combination of great expertise – The Greek Master Brewer of the Mythos Brewery, along with the collective Sly Fox Chester County Bitter know-how of the top European Schools of Brewing. In 2011, Mythos won the “Superior Taste Award” by the It’s popular because it’s authentic… Sly Fox International Taste and Quality Institute for the second revived the traditional British-style “Real time. ABV: 4.7% Package: 11.2 oz. bottles only Ale,” as cask ale is often called, when they released Chester County Bitter in 2009. This unfiltered draught beer goes through a second fermentation in the The Red Bull Family container from which it is served, either Red Bull Energy by gravity (on the bar top) or a hand Drink is a must- pump. Delivered only in traditional 10.8 carry brand. It’s gallon firkins, Chester County Bitter is an the #1 single understated but understandable favorite wherever it’s serve beverage served. With a smooth malt profile balanced with in the U.S.! bitterness from the ’in the cask’ dry-hopping, this is an Nationwide, imminently drinkable session ale, inspired by the pubs consumers are across the pond. If you’re looking for a firkin, this one is asking for Red available year-round! ABV: 4.5% Package: Cask- Bull, and conditioned firkins only carrying it in your account equals increased profits. Red Bull Energy Samuel Smith’s Organic Fruit Beers Drink, available in Regular, Sugar Free and Total Zero, is a functional beverage with a unique combination of Samuel Smith’s Organic Fruit ingredients. Red Bull supplies tired minds and exhausted Beers are brewed and bodies with lost substances and provides immediate fermented at Melbourn Bros. energy and vitamins. Red Bull Editions combine the effect Brewery in Stamford. They are of Red Bull with the taste of Cranberry, Lime and then blended with pure, Blueberry. Red Bull Energy Drink and Red Bull Editions organic, fruit juices and more give you wings for every taste. organic beer, conditioned and packaged at Samuel Smith’s Old Brewery in Tadcaster. The Sixpoint The Crisp smooth, distinctive character of the matured beer serves as the perfect counterpoint to the pure organic fruit juice. The original crisp lager from Sixpoint, Spring is the perfect season to try all four flavors this beer is praised for its clean flavor (Cherry, Strawberry, Raspberry and Apricot) of these and noble grassy hop bitterness and deliciously refreshing, USDA Certified Organic fruit aroma. This is a great warm weather beers. ABV: 5.1% Package: 18.7 oz. bottles only brew. Can you say “Sehr Crisp?” ABV: 5.4% Packages: 16 oz. cans and draught

20 HeadyTimes v.78 www.origlio.com Available Year-Roun d PERFECT FOR THE SEASON BOON Kriek and Framboise Brouwerij BOON is renowned for its brewing of “authentic Lambiek (Lambic)” beers of spontaneous fermentation. Frank Boon is the preeminent brewer of true Lambieks. The wild yeast- rich, Zenne Valley and traditional techniques used to make these beers, such as oak-aging, are part of the secret that have earned these beers EU certification as protected “traditional specialties.” BOON Kriek and Framboise are 100% Lambic beer-based, matured in oak vats and made with only real fruit (at least 25% per liter of beer) to deliver a fresh, sour-sweet taste with a wonderful head – perfect for the spring. As a side note, neither beer stains draught lines because they are all-natural and use only fermented fruit to flavor and color. ABV: 5% Packages: (Kriek) 12.7 oz. bottles only (Framboise) 12.7 oz. bottles and draught

Coors Light Full Court Refresh Programs Not only is Coors Light “The World’s Most Refreshing Beer”, but the brand is going to Corona Boxing great lengths to refresh basketball courts and show support in the community. In 2014, Corona Extra will engage “Life Indulgers” and tap The Full Court Refresh is an initiative into their passion for boxing by designed to connect with urban beer leveraging Corona’s partnership consumers on social media, at retail and with Golden Boy to maintain basketball-related events, and allow them fans’ continuous involvement to support a positive change in their throughout the year. For Cinco communities. de Mayo, Corona will leverage Consumers will play an active role in the World Championship Fight revitalizing their neighborhoods by and provide additional, exclusive supporting Coors Light’s efforts to content and access on refurbish one basketball court in each of three key Coronalatino.com. The site will markets – Charlotte, New York and right here in Philadelphia. With a $25,000 include in-depth content about donation to each market, Coors Light will assist consumers in changing the the two World Championship game right where they live. boxers, commentary from top boxing personalities, sponsors Consumers will see messaging on point of sale displays and digital display who will fuel consumer banter on units, and hear it on the radio. For every tweet with the hashtag the discussion board and a #fullcourtrefresh and #over21, Coors Light will donate $1 to a preselected sweepstakes that will be basketball court in each market. prominently featured on the site. Helping to push the program to the forefront, former NBA player and current TV Winners will receive a VIP analyst Kenny “The Jet” Smith will serve as the brand ambassador and will be experiences to a future fight! featured on point of sale. More than just making a donation to the community, Full Court Refresh allows consumers to be a part of the change.

Celebrate Cinco with Modelo Especial This Cinco de Mayo, Modelo Especial invites you to celebrate with friends at an authentic fiesta, rooted in the same high quality as the liquid itself. The 2014 program includes all new POS and merchandising materials for an even more successful year than last. Over the past five years, Modelo Especial has grown 21.3 million cases, outpacing the industry, and continues to lead the growth at Cinco! Accounts will be provided with all of the tools to successfully elevate the “Real Flavor of the Fiesta ”.

www.origlio.com HeadyTimes v.78 21 Programs Dos Equis Tough Mudder Tough Mudder is the toughest event on the planet, and the Most Interesting Man’s favorite race. This 12-mile obstacle course, designed by the British Special Forces, attracts contestants from around the globe – and is sure to attract Dos Equis fans to stores! Dos Equis Dos de Mayo Heineken As the official beer sponsor of Tough Cities of the World Mudder, Dos Equis will offer Life’s most interesting events are often consumers the chance to win spectator found on the paths less traveled. This Few moments throughout the year or participant passes to their local spring, Dos Equis invites those who parallel the excitement that comes race, as well as the opportunity to win search for the most authentic and exciting with the commencement of a trip to Tough Mudder in New Cinco celebrations to take a new path summer. This May, to reward and Zealand. The promotion will run from and discover the more interesting, build upon that feeling, Heineken March through October. more meaningful Dos de Mayo. will give drinkers the chance to Eye-catching POS and mass displays During the month leading up to Cinco collect, share and win the summer will attract attention, while relevant offers de Mayo, Dos Equis will provide of their dreams, designed by with the exclusive partner, MET-Rx ® will shoppers with exclusive content and them and provided by Heineken’s further enhance shoppers’ experience. inspiration. In-store displays, limited- Cities of the World program. edition bottle labels and packaging Conquer mud, fire and profits with Dos Limited-edition Heineken City will leverage one-of-a-kind Cinco- Equis and Tough Mudder! Sales are bottles will each come with a themed artwork that will attract easy when you get tough. unique code under the cap, shoppers’ attention and influence giving consumers the chance to purchase. Cross-merchandising offers win grand and daily prizes that with party essential brands like will instantly upgrade their Avocados from Mexico ®, RiceSelect™, summertime entertaining. They La Tortilla Factory ® and 1800 ® Tequila will have the ability to choose will further entice shoppers to join the their own daily prizes from a Dos de Mayo celebrations from April gallery of perfectly paired, casual 1st through May 5th. gathering accoutrements. In the on-premise, accounts will be Cities of the World will be a two- dressed with visually engaging Dos phase program. Phase 1 will be de Mayo POS elements and in the market from Memorial Day consumers will receive authentic through July 4, 2014 and phase Cinco party items and gear to help 2 will run from July 4th through them celebrate. Labor Day. This year, Cinco celebrations start Open your summer to legendary with Dos de Mayo! profits with Heineken!

HarpoonFest 2014 Heading up north this summer? On May 16th and 17th the Harpoon brewery gates will be flung wide open for the annual summer event, HarpoonFest. The festival carries on the brewery’s tradition of celebrating local beer, right at the source, with fellow New Englanders. The 2014 HarpoonFest will feature an extensive lineup of Harpoon’s Boston-brewed beers, including the hoppy and beautifully balanced IPA, the crisp and dry Summer Beer, and the refreshing, subtly spiced UFO White. HarpoonFest would not be complete without a lineup of the city’s best up-and-coming bands. For detailed information about HarpoonFest 2014, including times, a band schedule and a beer lineup, visit www.harpoonbrewery.com.

22 HeadyTimes v.78 www.origlio.com Programs

Newcastle Brown Ale and Newcastle Bombshell: The Perfect Pair Building on the momentum of last year’s success, Newcastle Bombshell returns this spring and will be featured alongside Newcastle Shiner Toast Our Troops Brown Ale on dual-branded Shiner beer has a long-standing involved: Purchase your own pair of creative throughout the summer. connection to the U.S. military. For boots at bootcampaign.com where a Newcastle Brown Ale and troops here and abroad, Shiner has portion of each pair sold will be Newcastle Bombshell are the perfect always been a taste of home. We are donated to the cause, donate directly beers for home parties, BBQs, proud to announce the return of the to the campaign via the website or take picnics and other hangout occasions Shiner Toast Our Troops promotion part in Shiner’s Toast Our Troops during the summer season. that will run from May 1 - July 31, program. For every specially marked 2014. Since 2011, this program has case of Shiner Bock cans sold from Eye-catching POS will create raised almost $300,000 for the Boot April through July, Shiner will donate awareness and entice consumers to Campaign, a national, nonprofit .50 cents to the Boot Campaign. purchase the perfect pair for organization, dedicated to cultivating Proceeds from the boot sales combined outdoor activities. awareness, promoting patriotism and with donations and corporate Get more out of summer by getting providing assistance to military sponsorships (like Shiner’s) help fund more of Newcastle. personnel (past and present) as well five assistance initiatives: jobs, housing, as wounded soldiers and their wellness, urgent assistance and family families. There are a few ways to get support to our heroic veterans.

Saranac Explore Your Wild This April through July, Saranac’s “Explore Your Wild” promotion will ask off-premise consumers to send pictures (or upload them to Facebook) of themselves enjoying Saranac “in the wild” for a chance to win the grand prize of an Adirondack Getaway. On-premise consumers will be asked to upload pictures of themselves “gettin’ wild” to Facebook. The most “liked” photo will receive an all access pass to the Saranac Concert Series. Whether consumers are “in the wild” or “gettin’ wild” this summer, they’ll be exploring with Saranac!

Samuel Smith’s Salute The 4th Annual Samuel Smith’s Salute Today, American distributors, delis, bars and will take place in April this year. The restaurants offer a huge number of beers in yearly promotion is a way to recognize every style, from near and far. The American the English brewery that has played such beer scene is superb and Samuel Smith’s is an important role in the American craft proud to have been a part of this change. beer revolution. The brewery asks Savor the benchmark Samuel Smith beers and drinkers to remember or imagine what recall the role that this splendid brewery has beer drinking was like in America 35 played in the current American beer scene. You years ago, before the first Samuel can build a display at your store, add a new Smith’s shipment arrived. There were Sam Smith beer or cider to your menu, write about 85 breweries in the U.S. and only about the beers on your blog… and raise a one was a craft brewery. Imports were glass to salute the famous brewery in April! few, and almost all were pale lagers. www.origlio.com HeadyTimes v.78 23 Retail EDGE Building Your Brand Strategy By George Latella Professor of Food Marketing, Saint Joseph’s University Haub School of Business

In the last article, we began the discussion of formulating your Brand Strategy with a discussion of YOUR customer. If you are an off-premise retailer, you sell brands. If you an on-premise retailer you may sell brands or create your own. Either way, you need to answer the 5 W’s and H. Who, What, When, Where, Why and How consumers buy and use beer on or off- premise. Once you identify your target customer you need to understand how they view your brand.

Let’s begin with the “Core Values” of your brand. Try to get 3 or 4 core values by asking and answering the following questions. • What is your business’ DNA or culture? • Which values are so important in your company • What are the values that shape and form the that if they disappeared, your company would unique entity of your organization? cease to exist as it is? The first step of branding is articulating these values so • Which values does your company consistently that your stakeholders fully understand and decide if they adhere to in the face of all obstacles? will buy in. The core values speak louder than any message. • Does the word “passionate” come to mind when you look at a value and apply it to your company? Some potential core values are: • Would your customers understand why you • Community, Innovation, Diversity, Trust, Irreverence, selected these core values? Teamwork, Competitiveness • Are these the values that you believe your company • Connection, Commitment, Fun, Simplicity, The can adhere to under stress and in the face of all Golden Rule, Sense of Urgency obstacles? • Safety, Integrity, Quality, Fairness, Honesty, Growth, • Then ask yourself if your business is product or Creativity, Nurturing people focused. • Under promise-Over deliver, Value, Family, You also need to answer HOW you feel these values Entertainment, Authenticity apply to your business. This will help guide how you • Performance, Comfort, Health, Education, People, position your brand and communicate this position with the Precision, Affordability target market you are trying to attract. • Knowledge, Technology, Customer Focus, Security, In the next issue, we will continue this discussion and dive Reliability, Pragmatism deeper into your brand personality. • Accountability, Responsiveness Marketing is a race with no finish line!

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.

24 HeadyTimes v.78 www.origlio.com The Beer GUY 5 Things Every Bartender Should Know About Serving Draught Beer By Steve Hawk There’s no question actually a science to 4. Don’t dip the tap faucet that every beer selecting the right into the beer establishment glass and it is best to Bartenders may find this greatly appreciates use the appropriate surprising as some think its craft beer style whenever this step helps control customers. They possible. The “foaming,” and is are likely to be reasoning behind therefore a good practice. your “regulars” this is that the beer The fact is, dunking the and most loyal patrons. But there’s a begins to change as faucet into the beer forms huge challenge associated with these soon as it leaves the a coating on the faucet customers, as well. They typically tap. The head that is and creates a prime have high expectations about the formed acts as a breeding ground for beer they are served and they know trap for the volatiles bacteria. An alternate when it misses the mark. As I am in the beer which way to control foam is to clearly (and proudly) among the provide the taste open the faucet completely and let a ranks of beer drinkers who fit this and smell. Since the shape of the small splash of beer flow down the category, I have compiled a few tips glass directly affects how prominent drain before filling the glass. This step that should help bartenders and the head is, choosing the right glass will eliminate any warm beer in the servers provide the best possible makes a huge difference in the overall line, which is the factor that creates experience for not just craft drinkers, experience. So how does a bartender the foam. but all of their draught beer customers. know which style to choose? Some

“…thank you to the bartenders who make the magic happen.”

1. Know the basics about the beer breweries make their own glassware, 5. Never use a chilled glass you are serving which makes selecting the correct This is an easy mistake to make and glass simple. Otherwise, I suggest Given that both servers and fairly common, but there are actually consulting the BJCP style guideline for bartenders deal directly with bar several problems associated with this as well, or any of the larger patrons, they have the responsibility to using a chilled glass. First and online beer community forums like be thoroughly knowledgeable about foremost, a frozen glass produces ice Beeradvocate and Ratebeer. every beer on tap. The more beer crystals which can hinder foaming varieties that are offered and the more 3. Make sure the glass is clean during the filling process. Also, if the frequently the draught list changes, the beer is served at temperatures near This tip may seem obvious, however more difficult this task becomes. One freezing, it can compromise the taste there are some factors involved in a way that your front line staff can experience because the drinker’s taste clean glass which may not be readily become experts on the beers they buds are “numbed” to the flavor of apparent and are therefore worth serve is to have them check the BJCP the beer. Additionally, frost is known noting. While it goes without saying (Beer Judge Certification Program) to pick up unwanted flavors in both that glasses should be free of style guideline for each beer. This the freezer and through the air, which noticeable debris and things like complete and authoritative description also affects the taste of the beer. lipstick, they should also be washed of hundreds of styles of beer provides Therefore, it is always best to serve clean of any residue from a previous all the information needed – from beer in room temperature or just beer and from detergents or oils used alcohol content to flavor profile – all in slightly chilled glassware. in the cleaning process. A “dirty” one convenient source. glass will affect the beer in many I hope you find these tips useful and 2. Choose the appropriate glassware ways. When a glass is not fully that they help you keep your customers clean, the bubbles will appear to stick happy, satisfied and coming back for The goblet. The pint glass. The snifter. to the glass. Also, an unclean glass more. On behalf of the “regulars” of The tulip glass. And so many others. may inhibit the formation of the head, all the great beer bars in our area, While not every bar has the complete and thus directly affect the smell and thank you to the bartenders who make assortment of glassware styles, there is flavor of the beer, as noted above. the magic happen.

www.origlio.com HeadyTimes v.78 25 Presorted First Class Mail U.S. Postage ® PAID Langhorne, PA 3000 Meeting House Road Permit No. 118 Philadelphia, PA 19154

The Yuengling Brewery Joins RCR and Ty Dillon Corona de Mayo for 2014 Nationwide Season Summer’s First Fiesta For Yuengling’s first venture into “The Yuengling Brewery is extremely In 2014 Corona will continue to own NASCAR, America’s Oldest Brewery proud to be partnered with a world-class and celebrate Cinco de Mayo. has partnered with Richard Childress organization like RCR for the 2014 “Summer’s First Fiesta” will be the Racing (RCR) to be a primary sponsor Nationwide Season. Both organizations “can’t miss party” that starts the on the No. 3 Yuengling Light Lager are true American success stories season of friends, food, fun, sun and Chevrolet, with driver Ty Dillon, during exemplifying hard work, family values cerveza. Corona Extra and Modelo the 2014 NASCAR Nationwide Series and proven results. Especial (combined) delivered 82% season. RCR has earned more than of the import growth during Cinco de Ty Dillon is a perfect match for us to 200 victories and 14 championships, Mayo last year. With Cinco falling help introduce our Light Lager brand to including six in the NASCAR Sprint on a Monday in 2014, on-premise loyal NASCAR fans. He’s not only a Cup Series with the legendary Dale accounts can start their Cinco strong competitor on the track, he also Earnhardt. RCR was the first celebrations sooner and have them shares many of the same interests as organization to win championships in last longer by holding “Summer’s First Yuengling drinkers,” said a representative the Sprint Cup Series, NASCAR Fiesta” kickoff events and activities for Yuengling’s Marketing team. Nationwide Series and NASCAR throughout the weekend. On-premise Camping World Truck Series. Dillon is currently competing for the promotion ideas include Coronita NASCAR Camping World Truck Series specials, Derby Day, Karaoke de As part of their 185th Anniversary of championship and has one victory to Mayo, Taco night and a Cinco beach brewing great lager, the Yuengling his credit this season. “I’m honored to party. The off-premise will be Brewery will be the primary sponsor on be able to represent such an iconic provided with high-impact, Corona the RCR Chevrolet Camaro for eight brand as Yuengling,” said Dillon, who de Mayo “Summer’s First Fiesta” races of the 2014 schedule. Yuengling has eight Nationwide Series starts to elements designed to trigger Light Lager will be a key partner as his credit. “I’m excited to share my first purchase. Dillon moves (full-time) to the full year in the Nationwide Series with Nationwide Series next season. them as they venture into the sport for the first time this season.”