Holiday 2018 | V.26

SAM CALAGIONE DOGFISH HEAD

Delivering Excellence Seasonals Rethinking Retail New Products Programs DAN KENARY OF HARPOON | HOLIDAY SELECTIONS | MAXIMIZE FOURTH QUARTER HOLIDAY SALES Letter toTHE TRADE It’s the Most Wonderful Time of the Year In This for Selling Beer ITH THE HOLIDAYS RIGHT AROUND THE ISSUE corner, it’s not too early to look ahead to W selling strategies, so your business can tap into lucrative fourth-quarter sales. In fact, according to a survey by Campaigner®’s Christmas as reported Delivering the in The New Brewer magazine, those who prepare the Taste of Excellence ��1 earliest are the most profitable. We all know that drinkers have become flavor seekers. Whether they are Cover Story ��2 shopping for themselves, purchasing beverages for a gathering or ordering something for themselves across the bar, this is the time of year when people are a bit more interested in finding something new. Brewer Highlight ��4 This edition of Heady Times features the seasonal beers that showcase holiday- specific flavors, many of which are designed to enhance food, while others are Littleton Food Co-op ��5 perfect for chasing away chilly New Hampshire temperatures. Here are some flavors that will put your customers in the mood to celebrate and splurge. Harlow’s Pub ��6 • Bourbon – Barrel aging involves letting beer sit in a used liquor barrel for months at a time. As a result, the flavor of the liquor is imparted into the beer. Allagash James Bean, a limited release, is blended with cold-brewed New Products ��7 coffee from a local roaster. Also by Allagash is Curieux, which is made by aging Allagash Tripel in oak bourbon barrels. Seasonal Selections ��8 • Chocolate & Coffee – Stouts and porters already have subtle coffee and chocolate notes, Moat Mountain Imperial Stout pours pitch black, crowned Available Year-Round by a prolific creamy espresso head whileNeighborhood Decadent Eclipse Black Lager is their interpretation of a GIOS (German Imperialized Oatmeal Perfect for the Season �� 12 Schwarzbier), and features a velvety mouthfeel fused with a hint of chocolaty aroma. Harpoon Dunkin’ Coffee Porter is a rich, roasty porter brewed with Programs �� 14 a little help from their friends at Dunkin’. Another great brew to try this season is Great North Aleworks Chocolate Milk Stout. Rethinking Retail �� 21 • Wine & Beer Hybrids –Baxter Pinot Brune merged the complex reddish- brown sour ales brewed in Flanders with the light and fresh profiles of red wines from the Loire and Burgundy regions. Pinot Noir fans will love it. Dogfish Head Siracusa Nera is an Imperial stout with jammy Syrah wine, which explains the plum & cherry flavors.Woodchuck Bubbly Pearsecco is inspired by sparkling wine, this dry pear cider is full of bubbles, with a clean, crisp finish. Of course, front and center you’ll also have plenty of ciders, seltzers and tasty light lagers (still the bestselling beer style in the country) to round out the options you present your customers. It is truly the most wonderful time of the year to be in retail. Shoppers, many of whom are overwhelmed by too many choices, want you to present them with options to simplify decision-making and save time. We publish Heady Times to give you the information you need to achieve that goal. Lastly, we’d like to thank all our customers and suppliers for making our business possible. We send our very best to you and yours this holiday season and wish you a happy and healthy year ahead.

Tom Bullock Ed Murphy Heady Times is published four times a year, courtesy Chairman of the Board President of Amoskeag Beverages. DeliveringTHE TASTE OF EXCELLENCE Find Out More About Amoskeag’s Employees Kayla Pouliot Human Resource Assistant How long have you been with Amoskeag? 2½ years. What does your job entail? In HR, we are a resource for all our employees. We handle employee training, answer questions and concerns, review benefits and much more. However, my main responsibility is payroll. What was your first job? Aside from babysitting, my first job was at Yankee Candle. Do you have any holiday traditions? My family and I make gingerbread houses every year as a way to celebrate my December birthday. If you could enjoy a beer with anyone, past or present, who would it be and what beer would be in your hand? I’d love to be able to sit health deteriorated so I was never able to down and chat with my late grandfather. I have a vivid memory from my enjoy a beer with him. I would offer him a childhood of my Pappy; he would salt his Carling Black Label – or any PBR, and of course salt it and I’d have a beer that was put in front of him. By the time I was of drinking age, his Blue Moon with an orange slice.

Tyler Johns Driver How long have you been with Amoskeag Beverages? It’s hard to believe it’s been 9½ years. What do you like most about your job? The people here are great, and I’ve built some nice relationships. What was your first job? I was a cashier at Marshalls. Do you have any holiday traditions? The holidays are busy in the beer business and they’re busy at home with 2 children. I try to slow down and spend quality time with family. One tradition we have is letting the kids each open one present on Christmas Eve. If you could enjoy a beer with anyone, past or present, who would it be and what beer would be in your hand? That’s a tough question. I guess I’d have a Coors Light with Patriots’ Tight End Rob Gronkowski – he looks like a pretty fun guy to have a few beers with.

www.amoskeagbeverages.com HeadyTimes v.26 1 CoverSTORY Sam Calagione and Dogfish Head Keep Brewing the Greatest Innovations You’ll Ever Taste As the holiday season approaches, it’s time to reacquaint your customers with this portfolio of beers that are both approachable and groundbreaking. A common beer industry term goes something like this: when imports are up, crafts are down. With Mexican imports like Corona and Modelo reporting huge growth, there is evidence to support this claim. But one craft brewery is saying, “It ain’t necessarily so.” Dogfish Head continues to thrive in a rapidly changing beer industry. How have they been able to buck all trends? What’s new for the holidays and 2019? Heady Times sat down with Dogfish Head founder and CEO Sam Calagione to find out. Namaste White. For a brewery that made e’ve been devoted to consistently delivering the best of the its name creating dozens and dozens best,” says Calagione. “We strategized and laid the groundwork of one-offs and odd styles, this shift in “W for a forward-looking growth plan for this year and beyond.” strategy will attract new consumers who This plan included expanding the don’t necessarily think of themselves as Dogfish footprint across the U.S., beer drinkers. tripling the size of their sales team This High 5 group of beers includes a and redesigning their artwork and diverse range of styles, perfect for every packaging. As an example, 90 consumer. 60 Minute is the beloved flagship Minute IPA is once again available IPA, 90 Minute – its high-octane brother, in six-packs and the brewery has been called “one of the most important debuted a new Off-Center Your American craft beers ever brewed” by Summer variety 12-pack that turns Food & Wine. Flesh & Blood is a stellar into a cooler. “It’s been a busy few IPA brewed with a bevy of real citrus and years,” laughs Calagione.” Namaste White is a Belgian-style white ale Dogfish recently made a big splash with notes of citrus, clove and coriander. with SeaQuench Ale, a session sour mash-up of Kölsch, Gose and Berliner weiss brewed with black limes, sour lime juice and “We’ve been devoted sea salt. “We had the goal, when to consistently we designed it, to make the most objectively thirst-quenching beer delivering the that Dogfish had ever brewed,” says Calagione. “But we also best of the best.” built it around a flavor profile that would appeal to margarita drinkers and white wine drinkers as much Another feather in Dogfish Head’s cap is as it would appeal to beer geeks, and that is starting to prove itself.” their big bet on cans. “We see a lot of Indeed, SeaQuench is the #1 selling brand in IRI’s “Wild or Sour Ale” today’s craft drinkers looking for a more category. It also appeals to people who enjoy minerally-tasting white portable, lighter package,” says Calagione. wine. The beer is even getting national recognition for the way it fits into “I can envision a world in five or six years an active lifestyle. Men’s Health magazine proclaimed it the best-tasting, where our can sales eclipse our bottle low‑calorie beer around. sales.” While Calagione and his team are In addition to the introduction of SeaQuench, Dogfish Head refocused preparing for the day that happens, he its attention on a few key brands know as their “High 5”: 60 maintains that there will likely always be a Minute IPA, 90 Minute IPA, SeaQuench Ale, Flesh & Blood and demand for both bottle and can formats.

2 HeadyTimes v.26 www.amoskeagbeverages.com CoverSTORY

With the holiday season quickly Dogfish Head approaching, Dogfish is getting ready to IPAs For The Holidays roll out their new IPAs For The Holidays 12-pack, a winter seasonal favorite that This Dogfish Head variety pack doesn’t “contains four varieties of Off-Centered feature holiday spiced ales – these are goodness,” says Calagione. This year, the beers that hop your head off! And this package will feature two beers exclusive year’s IPAs For The Holidays has something to the variety pack, Sixty One (which for wine lovers too… Dogfish loyalists remember well) and the new Viniferous IPA. The white wine & beer hybrid of the mix, Viniferous IPA 60 Minute IPA is fermented with Riesling and Viognier Dogfish’s continually hopped IPA, 60 Minute is grapes and hopped up to match the dry, “brewed using a boatload of intense Northwest fruity complexity of a Riesling with the hops,” resulting in a beer that is “surprisingly hoppiness of an IPA. “It’s the perfect gift for the beer geek in your family, or to share sessionable.” at the holiday party with people who love IPAs. And Viniferous IPA’s flavor will delight 90 Minute Imperial IPA wine lovers,” Calagione adds. Dubbed “one of the most important American craft As for a sneak peek at what Dogfish beers ever brewed” by Food & Wine, 90 Minute has planned for 2019? Calagione kept IPA boasts a strong malt backbone and fruity, his cards close to his vest, but he did reveal that their Grateful Dead citrus hop aromas. collaboration American Beauty will be Sixty One “We took our best-selling 60 Minute and added Syrah grape must (the freshly crushed fruit juice that contains the skins, seeds and stems of the grape) to create an IPA with equal parts fruity complexity and pungent hoppiness.”

Viniferous IPA Continuing with their beer-wine hybrids, Viniferious IPA “is fermented with Riesling & Viognier grapes.”

The Off-Centered visionary himself! Calagione has some surprises up his sleeve for 2019. He announced the return of American Beauty Pale Ale, and a new Double IPA called The Perfect Disguise. returning as a year-round offering and their new Art Series release will be a double IPA called The Perfect Disguise. “But that’s all I can say,” Calagione laughed. With more details on the way, there are sure to be many highlights for Dogfish Head fans in the coming year. With renewed focus on core brands, an expanding footprint and a passion for excellence, Dogfish will continue to deliver the best that craft beer has to offer.

www.amoskeagbeverages.com HeadyTimes v.26 3 BrewerHIGHLIGHT Dan Kenary of Harpoon Brewery Continues to Make Great Beer NDEPENDENT AND EMPLOYEE-OWNED HARPOON IS THE SECOND- largest brewery in Massachusetts, behind Boston Beer Co. Now 32 Iyears young, it’s also Massachusetts’ oldest, continually operating brewery. Ranked 16th largest craft brewer in the U.S. last year, the staying power of this brewery is impressive. With returning holiday favorites like Harpoon Winter Warmer and UFO Winter Blonde, as well as new collaboration beers like the highly anticipated Dunkin’ Coffee Porter, Dan Kenary and company have plenty of innovation on the docket to carry the portfolio into 2019 and beyond. Harpoon continues to stay true to their motto: Love Beer. Love Life.

Here are 10 things Kenary wants you to know about Harpoon… 1. Harpoon is an independent, employee-owned craft brewery. But, At 6% ABV, this rich, Kenary says that even before they became employee owned, they roasty porter is made already had the right mindset. “We were focused on working together with Dunkin’ Donuts to grow a company that would outlast any of us. When we added coffee, the same ownership to that, it changed the dynamic entirely. For the employees, beverage Harpoon it’s a real financial incentive to succeed.” brewers have counted 2. Harpoon is currently available in 27 states and Puerto Rico. on to jumpstart their brew days from the 3. Kenary says he doesn’t worry too much about staying relevant in a very beginning. crowded beer market, rather he focuses on staying true to what he and his team do well. “It’s really easy to feel like you need to do everything. That’s a tremendous amount of pressure – and it’s just 8. This December the Harpoon Brewery’s not a feasible expectation. Our founding vision was to make great community service program, Harpoon beer fun.” Helps, will be spreading holiday cheer throughout the east coast with the Annual 4. Harpoon’s collaborative brews began as a result of their annual, Harpoon Helps Spread Holiday Cheer employee beer trips. “Everyone who works here for five years gets to event. Volunteers (a.k.a. “Harpoon Helpers”) travel to Europe for a week,” says Kenary. “And they get to go again will adorn shelters, soup kitchens, and play on certain anniversaries after that. More often than not, we find spaces in cities with holiday decorations. breweries that we love while we’re traveling.” On Saturday, December 8th, volunteers 5. Their latest collab with Dunkin’ Donuts, available in October, grew which include Amoskeag employees and out of an existing friendship. “We had crossed paths with the Dunkin’ their families will decorate the Veteran’s team over the years – at conferences, events, etc., and found we had Affairs Medical Center in Manchester. a lot in common. We had worked together on some small projects 9. In 2019, Harpoon will introduce some over the years – a pilot batch for our Beer Hall, for example – but over traditional styles that will round out their time we started to think bigger. We couldn’t be more excited to launch core lineup, as well as a few things that Dunkin’ Coffee Porter.” are “unlike anything we’ve seen anyone 6. This year Harpoon introduced three hazy IPAs – Juicer 1, 2 and 3 – else do before,” Kenary says. “It’s the but they’re only available in New England because Kenary says, “The most ambitious year we’ve had in a reality is these beers are hard to make, and they are a challenge to while, and it’s more than 18 months in distribute. More than other styles, freshness is key. We’d love to see the making.” these available in markets throughout our footprint, but if we can’t 10. If Kenary could only drink one Harpoon guarantee freshness, we just won’t do it.” beer for the rest of his life, it would 7. Harpoon Winter Warmer, the first craft seasonal on the East Coast, be, “Harpoon IPA, without question. It will be back this November for its 30th year. This seasonal classic is a has all the flavor and complexity I love rich combination of holiday spices, like cinnamon and nutmeg, with a about beer, but it’s balanced enough to hearty, malt backbone. be sessionable.”

4 HeadyTimes v.26 www.amoskeagbeverages.com Off-PremiseSPOTLIGHT Littleton Food Co-op HE LITTLETON FOOD CO-OP IS A MEMBER-OWNED GROCERY store, which features local produce, prepared meals, a deli, bulk T foods, craft beer, wine and a top-notch grocery selection. The broad range of high quality, fairly-priced food and outstanding service are only part of what makes this community-owned market so special. While membership is not required to shop at the Littleton Food Co-op, members help maintain the Co-op’s mission to support local growers and producers, encouraging healthy life choices, and promoting local, environmental sustainability. The 13,500 square-foot store is located at the intersection of Route 302 and Cottage Street, making it convenient to both Littleton’s celebrated downtown and Interstate-93. Heady Times sat down with General Manager Ed King to find out what else Littleton Food Co-op offers its customers. Heady Times (HT): How did you become a part of the Littleton Food Co-op management team? Ed King, General Manager Ed King (EK): Although I was born in Massachusetts, I moved to New comeback with busy, working folks. Beer Hampshire when I was 14 years old, so I call the Granite State home. samplings are also popular here. They’re I was already working in the grocery store business when a group of a great way to introduce consumers to people, who wanted to open their own community market in the area, the newest releases. We keep a calendar got together. I received the call to join the management team and we of events up on our website to keep our opened the Littleton Food Co-op in May of 2009. customers informed. HT: Who’s your typical customer? HT: Being environmentally conscious EK: We cater to consumers who live healthy lifestyles. We sell a lot of is important to you. What are some of local and organic foods, although we are not 100% organic. Our 6,000+ the sustainability efforts practiced at members are a diverse group, so we want to offer a broad range of Littleton Food Co-op? items. Located in the beautiful north country of New Hampshire, we have EK: We understand how important it is lots of tourists who shop here as well. to seek out new ways to reduce our daily HT: Tell us a about your beer selection. energy use. We focus on energy efficiency by using solar panels, and we offer electric EK: We’ve always done very well in the craft category. We have 16 cooler car charging stations. Here’s a little-known doors that house our vast selection of New Hampshire & New England fact: during the winter months, our beer beers as well as specialty, imported and domestic brews. Our local cooler is kept cold with outside air, which selections are some of our biggest movers, like those from Great North is pumped in by fans. It’s a great, energy- Aleworks, Woodstock Inn, Smuttynose and Moat Mountain. I’ve been saving solution. amazed at the number of breweries who are now putting their beers in cans. It’s really exploded. With the holidays right around the corner, we will be offering as many seasonals as we can get our hands on, knowing that folks often grab a six-pack of quality beer when they don’t want to show up empty handed at a holiday gathering. HT: Do you host events at the store? EK: Yes! We offer cooking classes in our café, where we teach people how to work with popular ingredients they may not be used to cooking with. I remember a few years back, when no one knew what quinoa was. We introduced the superfood to our shoppers, taught them how to cook it and gave them recipes. Now that the weather is getting cooler, we hope to have a workshop on cooking in crock-pots, which are making a

Littletoncoop.com • 43 Bethlehem Rd., Littleton • 603-444-2800

www.amoskeagbeverages.com HeadyTimes v.26 5 On-PremiseSPOTLIGHT Harlow’s Pub ARLOW’S PUB HAS COME A LONG WAY. IT WAS FIRST OPENED back in the early ’90s as a breakfast place, where patrons could Hgrab coffee and bagels. This Peterborough hot spot has organically grown through the years and is now the area’s only Hungarian, German, Italian, Mexican, Asian, English, and Portuguese-inspired, family-friendly restaurant and pub. With a stellar selection of craft beers and live music, Harlow’s Pub is not only a favorite of locals, it’s also a destination for those looking for a fun and casual atmosphere. Heady Times caught up with owner Dave Szehi, a part-time actor and marionette maker, to hear more about Harlow’s Pub. Heady Times (HT): You have an extensive menu, what are some customer favorites? Dave Szehi (DS): I give my chefs the freedom to add items to the menu that reflect their heritage, which makes things exciting and interesting. Folks love our Chicken Schnitzel and Grammy’s Meatloaf. On the weekends, our Black Angus Prime Rib is a big seller. And our sandwich Owner, Dave Szehi pictured enjoying a Harpoon Cider menu, which we haven’t changed much over the years, continues to have a huge fan base. HT: Tell us about your beer lineup. DS: With 16 draught lines, 11 of which rotate, Harlow’s offers something for every beer drinker. Twenty years ago, we were one of the first places to sell Sam Adams, the original craft beer. It’s still a popular beer for us, as well as Guinness, Switchback, Smuttynose Finestkind, Narragansett and anything local we can get our hands on. HT: Let’s talk about the décor. DS: I don’t want to use the old cliché, ‘we’re an eclectic place’, but we sort of are. The walls are decorated with a mishmash of collectables from my time in theatre and my love of B-movies. Whether it be the autographed photo of a prized fighter, a Harold and Maude movie poster or the old-fashioned telephone booth, everything you see in the pub has meaning behind it. HT: Other than great food and drinks, what else does Harlow’s offer customers? DS: Harlow’s is the place to be for live music. When I expanded the building, I envisioned a live music venue with a stage, and that’s what we have. Wednesdays are open-mic nights, Thursdays are dedicated to Bluegrass jam sessions, on Fridays & Saturdays live bands perform and the last Sunday of the month is our open jam with The Great Groove Theory. It’s hard to find places that offer live music, and I am so happy to say that Harlow’s does. HT: What do think makes Harlow’s so successful? DS: I purchased Harlow’s from its namesake, Henry Harlow Richardson, in 1996. It’s hard to believe we are celebrating our 20th anniversary [of having a beer license] this year. I scratch my head and try to figure out what we’re doing right. I’m lucky to have a great staff and equally wonderful customers. Every town needs a place where people from all walks of life can come together, and this has motivated me to provide a fun and comfortable environment for everyone to enjoy.

HarlowsPub.com • 3 School St., Peterborough • 603-924-6365

6 HeadyTimes v.26 www.amoskeagbeverages.com NewPRODUCTS Guinness Blonde Duvel Single Fermented New Look and Reformulation Belgian Golden Ale This fall will see a new Guinness Blonde! The recipe Duvel’s nearly 150 years of brewing has been refined to update the hop character (Citra experience, tradition and innovation hops have been added for more citrus & tropical fruit) come together to create Duvel Single and lighten the color & malt character, slightly. The new Fermented Belgian Golden Ale. Brewed label design clearly states BREWED IN BALTIMORE – the in Belgium with two-row malts and Noble first brewery and beer brewed by Guinness in America hops, then dry hopped with Citra, this in over 60 years. ABV: 5% Packages: 12 oz. bottles, exceptional golden ale is crisp, beautifully 12 oz. cans and draught Availability: Year‑round, balanced and remarkably refreshing. beginning in November ABV: 6.8% Package: 16.9 oz. cans only Availability: Now!

New Narragansett Lager Packaging Narragansett is refreshing the case wraps for Lager 12-pack cans, 12-pk bottles carriers. This is the brewery’s first packaging refresh to Lager case wraps and carriers since 2009. The new packaging will hit the market just in time for the holidays. Availability: Year‑round, beginning in November

Switchback Ale Now in 16 oz. Cans How does Vermont’s favorite beer improve on itself? By making it easier than ever to enjoy, while adventuring. Switchback Brewing’s legendary Switchback Ale, a 100% unfiltered, 100% naturally carbonated, well- balanced, reddish amber ale, is now available in popular 16 oz. cans. Five different malts, select hop varieties, and Switchback’s own specially cultivated yeast, create an ale which leads with hop flavors and a subtle impression of fruit, Red Bull Coconut Edition followed by a palate-pleasing Introducing the launch of Red Bull’s malty finish. ABV: 5% newest year‑round Edition, Coconut. Packages: 12 oz. bottles, The Red Bull Coconut Edition combines 16 oz. cans and draught the Wiiings of Red Bull Energy Drink Availability: Now! with the flavors of coconut and berry. Packages: 12 oz. cans available now, year‑round and 8.4 oz. cans coming in early 2019

www.amoskeagbeverages.com HeadyTimes v.26 7 SeasonalSELECTIONS When Demand Exceeds Supply Samuel Adams Winter Lager This time of year, we’re told to “deck the halls”. Many of our craft seasonal and specialty releases are But why stop there? Winter Lager’s rich malt available in limited quantities. Breweries only produce a notes and accents of cinnamon, ginger and certain amount of their specialty beers and Amoskeag does orange peel are just the right companion all they can to get as much product as possible. In addition, for decking the halls, the holiday table, your this magazine is compiled months prior to the decision made fridge... you get the picture. No matter what or by the brewery to allocate their products to the wholesaler. how you celebrate, do it with a Winter Lager. Variations in production for some of these limited release ABV: 5.6% Packages: 12 oz. bottles, 12 oz. offerings will fluctuate, resulting in lower quantities than cans and draught Availability: November anticipated. If you are interested in something you see in this publication and it is out of stock when you place your Samuel Adams order, please contact your Amoskeag Beverages sales White Christmas representative to discuss a similar product. Hazy, crisp and bright, this unfiltered white ale has a unique and festive twist. Its crisp wheat character combines with warming holiday Leinenkugel’s spices like cinnamon, nutmeg and orange peel for a flavorful yet refreshing brew that’s perfect Snowdrift Vanilla Porter for the season. ABV: 5.8% Package: 12 oz. This robust, porter-style beer is back by popular bottles only Availability: Now! demand. Aged with real vanilla, Snowdrift Vanilla Porter is a fuller-bodied brew with hints of cocoa, coffee and Samuel Adams caramel brought out by roasted Winter Classics Variety Pack malts. Without a doubt, its bold flavors are perfect Winter Classics has a new mix! for warming up on a cold This year’s variety includes: winter night. Pair it with Sam Adams Winter Lager, any grilled meats or fruity Boston Lager, Sam ’76, Old desserts to bring out its dark, Fezziwig, Holiday Porter and fruitful flavors.ABV: 6% Chocolate Bock. This variety Package: 12 oz. bottles only is perfect for any holiday party. Availability: Now! Availability: November

Shiner Holiday Cheer Blue Moon Winter Wheat This holiday dunkelweizen Warm up to winter with Blue Moon’s special, new practically unwraps itself seasonal beer, Winter Wheat. This spiced abbey ale with hints of Texas peaches is perfect to bring to any holiday occasion. Expect to and pecans. Caramelized see new POS tools and a stunning display to set the malts give it a uniquely rich holiday scene and for select markets, an exclusive gift malt body that’s perfect for set that includes a holiday-themed bottle the holidays. ABV: 5.4% and glassware. ABV: 5.9% Packages: 12 oz. cans and Package: 12 oz. bottles only draught Availability: Now! Availability: November

Twisted Tea Frosted Cherry Twisted Tea Frosted Cherry is a refreshing, hard iced tea made with real brewed tea and a cherry twist. ABV: 5% Packages: 12 oz. bottles and 24 oz. cans Availability: Now!

8 HeadyTimes v.26 www.amoskeagbeverages.com SeasonalSELECTIONS Harpoon Winter Warmer UFO Jingle All The Way Cinnamon and nutmeg in a beer? Holiday party-goers rejoice! This is When Harpoon first introduced this the perfect mix of beers for even beer, let’s just say that people the pickiest in your friend circle. weren’t exactly sure what to Included in this seasonal 2/12 make of it. But after decades of can mix are: UFO White, UFO brewing this holiday treat, there is Hefeweizen, UFO Raspberry no greater fervor for any of their and UFO Winter Blonde. seasonal beers than this one right Availability: November here. Bring on the spice! Winter Warmer, the second oldest craft Sierra Nevada seasonal in the country, returns for its 30th year! ABV: 5.9% Packages: 12 oz. bottles, 12 oz. cans and Celebration draught Availability: Now! Sierra Nevada first created this IPA in the winter of 1981, in the time- Harpoon Dunkin’ Coffee Porter honored tradition of brewing a The folks at Harpoon have counted on special ale for the holiday season. Dunkin’ to jumpstart their brew days Each year they use only the first, from the beginning. Now they’re fresh hops of the growing season percolating with excitement to be to create this complex and robust able to cap their nights with this ale. Layered pine and citrus hop rich, roasty porter brewed with aromas balance delicately against a little help from their friends at rich, malt sweetness to create an uncommonly Dunkin’. ABV: 6% Packages: 12 oz. smooth wintertime ale. ABV: 6.8% bottles and draught (also available Packages: 12 oz. bottles and in the ’Tis the Seasonal Mix Pack) draught Availability: November Availability: Now! Sierra Nevada Harpoon ’Tis the Seasonal SnowPack Mix Pack When the winter winds begin to It’s cold outside. Just the howl, hunker down with good time to gather with friends people and great beer to ride and family to tell old stories out the storm. SnowPack makes and make new ones. Harpoon the mercury rise with a spectrum cobbled together this perfect of beer flavors from bright, citrusy mix pack just for these hops to rich coffee and roasted malts. occasions. Included in this Included in the 2/12 mix are: Sierra Nevada seasonal variety (available in Pale Ale, Coffee Stout, Winter Warmer Ale bottles and cans) are: Harpoon IPA, and Holiday Haze IPA. Availability: November House Golden, Dunkin’ Coffee Porter and Winter Warmer. There’s a beer here to share with every elf in Sierra Nevada Bigfoot your workshop! Availability: October Bigfoot is a beast of a beer, brimming with flavor from UFO Winter Blonde massive amounts of roasted malt and spicy hops and brewed in the barleywine style, with Whether skiing the snowy trails or enjoying a jovial a rich, bittersweet body and game night, there’s nothing like whole-cone Pacific Northwest capping off winter adventures with hops. ABV: 9.6% UFO Winter Blonde, a delightfully Packages: 12 oz. refreshing, unfiltered wheat beer bottles and draught with a touch of vanilla sweetness Availability: December and a subtle coffee aroma. ABV: 4.9% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: November www.amoskeagbeverages.com HeadyTimes v.26 9 SeasonalSELECTIONS Dogfish Head 75 Minute IPA Moat Mountain Scottie’s IPA The original 75 Minute IPA was a blend of two This brewer’s favorite recipe from Moat beloved beers – a precise 50-50 blend of 60 Mountain has been refined over the past Minute IPA and 90 Minute IPA – and later, it eight years to showcase American and evolved into a special, cask-conditioned ale. This Australian hops. The addition of oats year’s release began as a classic IPA brewed with makes for a smooth mouthfeel and body maple syrup from Dogfish Head founder and CEO to balance the bitterness. It pours an Sam Calagione’s family farm, was continually unfiltered gold with a dense rocky off-white hopped for 75 minutes during the boil and then head. The aroma is of melon, lemon and dry hopped with a slew of Cascade hops! Golden grapefruit, rounded out by a hint of pine amber in color, this beer exudes aromas of piney and tropical fruit. The taste follows suit, and citrusy hops, and it’s malty and pleasantly finishing clean and dry. And it’s double dry hopped! sweet flavor is full of light citrus notes. ABV: 6.3% Packages: 16 oz. cans and draught Availability: October The artwork for this year’s release was created by Michael Hacker, the 2019 Off-Centered Art Series artist. Moat Mountain Imperial Stout His imaginative style incorporates a few hidden gems, including a ‘funny glasses’ disguise that was part of the Fit for royalty, Moat Mountain Imperial Stout original 75 Minute IPA ‘Johnny Cask’ packaging artwork. pours pitch black, crowned by a prolific ABV: 7.5% Packages: 12 oz. bottles and draught creamy, espresso head. The balanced yet Availability: November bold stout flavors result from a plethora of wisely selected ingredients. Notes of dark Dogfish Head chocolate, coffee, toasted grains, dark IPAs For The Holidays fruit, molasses and subtle vanilla all come together to bring about a rich mouthfeel. Four varieties of IPA goodness in one holiday-themed Find this winter specialty when the days are 12-pack, DFH IPAs For The Holidays features two of the coldest and the nights are longest. ABV: 9% brewery’s best-selling, year‑round brews and two beers Packages: 16 oz. cans and draught that are exclusive to this 12-pack variety: 60 Minute Availability: November IPA, a continually hopped, East Coast IPA brewed with a slew of Northwest hops for a powerful, but balanced, Moat Mountain Call It A Day! citrusy hop character; 90 Minute IPA, a continually Double IPA hopped Imperial IPA whose powerful malt backbone stands up to the extreme hopping rate for a pungent, Fashionably late to the party, Moat Mountain not crushing flavor;Sixty One, a marriage of two DFH definitely took their time perfecting this innovations: beer-wine hybrids & recipe for those who enjoy the pleasures of continually hopped IPAs and a delicious Double IPA… East Coast style. Viniferous IPA, fermented with Call It A Day! Double IPA has tropical aromas Riesling and Viognier grape must, and flavors of bright citrus and juicy hops. and hopped with Hallertau Blanc, Pineapple, tangerine, melon and stone fruit Huell Melon and El Dorado hops accentuate this tasty brew with a pleasant, to match the dry, fruity complexity soft bitterness and clean finish. Get ready of a Riesling with the hoppiness to call it a day! ABV: 8% Packages: 16 oz. of an IPA. Availability: November cans and draught Availability: December

Sebago Woodchuck Spiced Apple Slick Nick Long Winter Ale Woodchuck Spiced Apple is a balanced cider with notes of apple This classic Sebago seasonal has been and a bright, cinnamon and warming up Maine winters since 1998. nutmeg finish.ABV: 5% Best enjoyed when nature’s at its worst, Package: 12 oz. cans only Slick Nick Long Winter Ale’s smooth body Availability: November offers malty warmth and a touch of hop character. Another reason to be thankful for the season! ABV: 7.2% Packages: 12 oz. cans and draught Availability: November

10 HeadyTimes v.26 www.amoskeagbeverages.com SeasonalSELECTIONS Rogue Counter Currant Ale Switchback This black currant ale is Dooley’s Belated Porter inspired by experimental Dooley’s Belated Porter features a blend of roasted and crops grown in the Rogue caramelized malts, giving it a luscious malt signature Farms Revolution Garden. that has an earthiness derived from the non-traditional Pouring a deep ruby, with a use of flaked barley in the grain bill. dark pink head, this light- The bold use of only Simcoe bodied ale features huge, hops for both bittering and fruity aromas and flavors aroma, highlights this hop of black currant with a varietal and balances the dry, tart finish.ABV: 6.4% malt to create a robust, Packages: 16 oz. yet smooth finishing cans and draught porter. ABV: 5.7% Availability: November Packages: 12 oz. bottles, 22 oz. bottles and draught Smuttynose Peach Sour Availability: November Previously known as Short Weisse, Woodstock Inn Wassail Ale Peach Sour returns to the lineup with the clean, tart acidity of Smutty’s This malty, deep red brew will be lactic fermentation process that available for a limited time this provides massive refreshment to beer holiday season. Wassail Ale has drinkers. Aging the beer on peaches a strong malt back bone with adds a delicious flavor nuance a mild, hoppy bite. An English that’s pure fruity deliciousness. The strong ale by definition, this lightweight can package means beer is perfect for those cold, you can take this thirst-quenching dark New Hampshire nights. refreshment hiking, camping or right to ABV: 8% Package: 12 oz. cans your favorite, comfy chair. Smuttynose only Availability: November Sour beers are made with a time consuming, two-part fermentation Woodstock Inn Frosty Goggles process that happens in both the Red Pale Ale brewhouse and the fermenter. The first stage takes place in the kettle with a dose of their Frosty Goggles Red Pale Ale house lactobacillus, a bacteria that’s a key component is a hoppy, amber ale, which in making yogurt and sour cream. The second phase drinks very smooth and has a takes place in the fermenter, with a German-style nice citrus, hoppy nose. This hefeweizen yeast. This time-consuming process means drinkable beer is perfect for your Smuttynose can only make limited amounts of sour après ski festivities. ABV: 5% beers. ABV: 5.9% Packages: 16 oz. cans and draught Packages: 12 oz. cans and Availability: Limited quantities in October draught Availability: November Smuttynose Raspberry Sour Woodstock Inn Kanc Country Maple Porter Raspberry Sour is the newest entry in Smuttynose’s sour lineup. The clean, tart acidity of their lactic This dark, smooth porter fermentation process provides massive refreshment features roasted flavor notes to beer drinkers. Aging the beer and a super smooth maple on raspberries adds a delicious finish. Woodstock Inn adds real flavor nuance that’s pure fruity New Hampshire maple syrup deliciousness. The lightweight to this tasty brew. ABV: 7% can package means you can take Packages: 16 oz. cans and this thirst-quencher hiking, biking draught Availability: December or right to your favorite fire pit. ABV: 5.2% Packages: 16 oz. cans and draught Availability: Limited quantities in November www.amoskeagbeverages.com HeadyTimes v.26 11 SeasonalSELECTIONS Available Year-Round Two Roads Miles 2 Go PERFECT FOR THE SEASON Miles 2 Go is an unfiltered lager that’s made North Country Original Press in the unhurried, traditional way. Using the centuries-old method of decoction mashing, Original Press is North Country Hard this beer takes longer to brew and delivers Cider Co.’s delicious flagship cider. It’s a more flavor. Two Roads also ferments it colder blend of modern, heirloom and antique and slower, and leaves it unfiltered for a apple varieties. Slightly sweet, with a softer body and toasty malt flavor. To get the hint of tart, and a complex, balanced best, sometimes you just need to slow things flavor profile, Original Press is made down. ABV: 6.2% Packages: 12 oz. cans and draught with New Hampshire and Maine-grown Availability: November apples. It’s unpasteurized, unfiltered and additive & preservative free. ABV: 5% Two Roads Tanker Truck Packages: 12 oz. cans and draught Sour: Clementine Gose This beer is a classic gose with a modern twist. Two Roads source and blend fresh Moroccan clementines (citrus clementina) from a local craft juicer. The result is a tart, juicy ale, with a hint of salt and distinctive tang of refreshing North Country Fire Starter clementine. ABV: 4.8% Packages: 16 oz. cans and draught Availability: December Made with New Hampshire and Maine- grown apples, Fire Starter is a semi-sweet cider flavored with cinnamon, habanero Great North Chocolate Milk Stout and pomegranate. It’s been called “warm apple pie” or “fireworks in your mouth”. Chocolate Milk Stout begins as a traditional milk stout North Country Hard Cider brewed with lactose (a.k.a. milk sugar). The lactose Co. just calls it gives this stout a creamy body, and just a touch of “delicious”. ABV: 5% sweetness. Great North also uses a blend of pale malt, Packages: 12 oz. chocolate malt and roasted malt for that signature stout cans and draught flavor and appearance. Then they push the natural chocolate flavors to the next level by adding Ecuadorian organic raw cocoa powder to the brew kettle. Chocolate Milk Stout received a gold medal at the 2017 Can Can Awards in the Chocolate or Coffee Beer category. ABV: 6.2% Allagash Tripel Packages: 16 oz. cans and draught Availability: November Allagash Tripel pulls from a tradition that began centuries ago in Belgian abbeys. This golden-hued beer reveals herbal notes and passion fruit in the aroma and Narragansett Autocrat has a complex and dry finish. Coffee Milk Stout ABV: 9% Packages: 12 oz. and 750 ml cork-and-cage bottles and Since the 1890s, Narragansett Beer and draught Autocrat Coffee have been home-grown Rhode Island favorites. This beer is a Allagash Curieux unique collaboration that brings together Narragansett’s bittersweet Milk Stout with Curieux is made by aging dark, delicious Autocrat coffee. This smooth Allagash Tripel in oak bourbon stout has a robust, roasted coffee aroma barrels. This balanced, golden and bittersweet coffee flavor with notes of beer delivers soft notes of toffee, dark chocolate and roasted barley. coconut and vanilla, with a hint ABV: 5.5% Package: 16 oz. cans only of bourbon. ABV: 11% Packages: 12 oz. Availability: Now, in limited quantities and 750 ml cork-and-cage bottles and draught 12 HeadyTimes v.26 www.amoskeagbeverages.com Available Year-Round Available Year-Round PERFECT FOR THE SEASON PERFECT FOR THE SEASON Stony Creek Clown Shoes Little Cranky Session IPA Bubble Farm Aggressive, yet crafted to go down easy, Find your happy place with Little Cranky Session IPA has it all. this tantalizing IPA. Bubble Lemon Drop and Bravo hops lend a fruity, Farm is a fresh addition to hop complexity with lemon and orange the Clown Shoes lineup, highlights. ABV: 4.5% Package: 12 oz. brewed with Columbus cans only hops and dry-hopped with Simcoe, Azacca and Idaho 7. This easy-drinker will quickly float to the top of your everyday favorites list. ABV: 6.5% Package: 12 oz. cans only

Wachusett City of Champions Unibroue La Fin Du Monde City of Champions is a year‑round, 12-pack can mix, Celebrate the holidays with this iconic which features: Wachusett’s award-winning Green Belgian-style brew! La Fin Du Monde offers Monsta IPA, a wicked awesome American IPA; Brewin’, both subtlety and strength, with a chorus an American pale ale; Belgian White Mamba, a of fruit, spice and hop notes that make Belgian-style wheat ale and Bella Czech Pils, a Czech- this highly effervescent “liquid gold” so style pilsner. This is a parade worthy party pack. distinctive. Its complex flavor and natural carbonation makes La Fin du Monde an ideal pairing for aged cheeses and succulent cuisine. To date, it is the most awarded Canadian beer and has been honored at several top international competitions. True to tradition, Unibroue brewed this beer in honor of the French explorers who, when they discovered North America, believed they had reached “the end of the world”. ABV: 9% Packages: 12 and 25 oz. bottles

Hard Seltzers Consumers looking for healthier options that still pack a lot of flavor are turning to low-alcohol sparkling waters. Smirnoff Spiked Sparkling Seltzer, Truly Spiked & Sparkling, White Claw Hard Seltzer, Henry’s Hard Sparkling Water Svedka Spiked Premium Seltzer and Press Premium Alcohol Seltzer all satisfy consumer demand for a sophisticated, healthier and refreshing alternative to wine and spirits. And during the holidays, when people tend to drink more, offering sessionable options is a must. Packages: All available in 12 oz. cans. Certain brands/flavors are offered in 16 and 19.2 oz. cans as well

www.amoskeagbeverages.com HeadyTimes v.26 13 Programs Snap to Win Skis Introducing the Coors from Coors Banquet Backer Light Beer and bourbon – it’s a famous pairing that’s This winter, Coors been around for generations. But now, Coors Light is giving beer Banquet has coined the term, “Banquet Backer” drinkers and skiers to officially own the pair. alike the chance to Small-format, off-premise displays featuring win a set of branded 12-pack bottles and popular bourbon brands Coors Light skis through will drive incremental purchases outside of the Snapchat. A Snapcode beer aisle. On-premise POS, such as coasters, placed on retail POS supports the preexisting trend, while providing deliverables will drive incremental rings for retailers. The program will shoppers to an entry run from November 2018 into 2019. site, where 10 pairs of skis per week will be given away through a random drawing. The program will begin in November and carry through mid‑January.

Boston Bruins and the 2019 Coors Light NHL Winter Classic Coors Light returns this hockey season as an official partner of the Boston Bruins. Additionally, as the official beer sponsor of the NHL, Coors Light is the proud sponsor of the Winter Classic, which will be held at Notre Dame Stadium in South Bend Indiana. The matchup between the Boston Bruins and the Chicago Blackhawks takes place on New Year’s Day, 2019.

Miller Lite: Official Partner of the Boston Celtics Miller Lite returns to the court with the Boston Celtics this season as an official sponsor.

14 HeadyTimes v.26 www.amoskeagbeverages.com Programs A Classic Pairing for New Year’s Day Paint the Pint and The Champagne Ornament with of Beers – A beer back, sidecar, chaser and Blue Moon Established 1903 pony. Like Miller High Life, the art of pairing beer with a Bloody Mary is For the 2018 holiday season, Drinkers everywhere said to have originated in the great Blue Moon is offering on-premise can look forward state of Wisconsin. And as brunch drinkers the opportunity to color to a new toasting has taken off in popularity, Miller in their own limited-edition solution this holiday High Life is taking what was once a holiday glassware or design season, presented Midwestern tradition and expanding a branded holiday ornament. by none other than it coast to coast. Through a simple, To promote the program, Blue The Champagne of cross-merchandising solution Moon is offering on-premise Beers. Beginning in featuring Miller High Life, Bloody POS including themed posters November, Miller Mary mix, vodka and garnishes, and table tents featuring High Life will offer consumers can pick up all their both the exclusive a special-edition favorite fixings in one spot, while glassware 750 ml High toasting with friends for a memorable and branded Life bottle, start to the new year. ornaments. available To execute in limited On-premise posters featuring the program, quantities. The this timeless duo will invite bars can order champagne- bar patrons to “Pony special paint sized bottle up” their Bloody pens for drinkers will give beer Marys to make to decorate with. drinkers their it a classic rightfully-earned pairing. place at the table during the holiday season and celebratory toasts.

Buy Beer and Spread Cheer with Miller Lite What’s Miller Lite’s hope for the holiday season? To let beer drinkers spread more cheer, the more they spend on beer. This season, the brand is launching a new rewards program featuring branded, ugly, holiday knitwear merchandise. Shoppers can find a Snapcode on retail POS that can be scanned to redeem knitted items such as sweaters, hats, mittens, socks and/or stockings. On-premise, drinkers can join the fun with ugly sweater parties.

www.amoskeagbeverages.com HeadyTimes v.26 15 Programs Labatt: The Official Beer of USA Hockey Labatt USA imports the world’s best-selling Canadian beers, Labatt Blue and Labatt Throughout the holiday Blue Light. Labatt has always supported season, beginning the sport of hockey and this year, Labatt November 1st, Mike’s is returns as the Official Beer of USA Hockey. partnering with ride-share app Lyft to give consumers safe rides home from holiday get-togethers. Every consumer who texts will receive a code for $10 off their next Lyft ride!

Corona Primed to Shine During the Holiday Season During the 2017 holiday season, Corona Extra was the No. 3 growth driver of all beer brands – up nearly 11% from the previous year’s holiday promo period. Corona Light also posted impressive gains during the holiday by claiming the title of the No. 1 imported light beer brand. With the support of fully integrated marketing materials, this holiday season is primed for even more growth as general market and Hispanic consumers alike will be reminded to embrace, share and celebrate meaningful holiday moments with Corona. Corona’s classic “O Tannenpalm” commercial will air for the 28th consecutive year across English and Spanish language TV, making it the longest-running beer ad and the second- longest running holiday ad of all time. The spot will air from Thanksgiving to Christmas and will generate nearly 50 million impressions. High-end brands made up all of the dollar growth during the 2017 holiday period, so be sure to complement the TV exposure by leveraging a host of holiday-specific on and off- premise POS offerings to capture those trade- up opportunities.

16 HeadyTimes v.26 www.amoskeagbeverages.com Programs Casa Modelo Pacifico is Back as the Official Opens Its Doors Beer Sponsor of the Burton U.S. Open During the Holidays Snowboarding Championships This holiday season, our Casa es Pacifico is returning to the slopes for the th7 year as the Official Beer Su Casa. Sponsor of the Burton U.S. Open Snowboarding Championships. It truly is With its unique and authentic the perfect partnership. Pacifico is the beer for the independent spirits, an heritage, Casa Modelo is essence that is perfectly represented by snowboarders. perfect for making consumers To activate against the partnership, Pacifico is offering a national feel at home as they celebrate retail promotion with on and off-premise POS, including a consumer holiday traditions with family sweepstakes, where a lucky winner will attend the 2019 USOSb event in and friends. That’s why Casa Vail, Colorado. Secondary prizing will include a custom, Pacifico-branded Modelo will be supported by all Burton snowboard, which will also be available for general purchase. new, dual-branded, bilingual Thanks to the support of the USOSb partnership, national TV and a host POS showcasing the brand’s rich of winter-specific POS for the on and off-premise, Pacifico will be ready to history with the tagline “Our Casa continue its climb during the winter. es Su Casa” behind traditional, handcrafted metal tin artwork Pacifico was one of the fastest growing brands last winter, and every inspired by Mexican luminarias. market that received TV coverage last year was up by an average of 24% on the brand. The suite of on and off-premise support will have Case Modelo positioned to continue to build on its unrivaled holiday season growth. Modelo Especial was the No. 1 share gainer during the holiday season last year, and Casa Modelo as a whole, has nearly doubled its dollar share during the holiday promo period since 2013. On top of it all, Modelo Especial 12-pack bottles were the No. 1 high-end growth package during the holidays last year.

www.amoskeagbeverages.com HeadyTimes v.26 17 Programs

During the holidays, Guinness helps drive extra sales Guinness has a rich history of pairing well with food, and profits by capitalizing on consumer and shopper so leverage food occasions to drive holiday sales off- holiday trends. premise! The Guinness + Food suite of holiday tools will • Holiday parties are the most popular type of drive displays and activation during the holiday season! home parties. • Shoppers spend more on quality food and • Guinness sales are +22% in November and beverages during the holidays. December. • 49% of consumers look for food and alcohol • Guinness shoppers’ basket dollars increase 12% pairing suggestions. ($10) during the holidays vs. 5% ($3) for other • 43% of consumers would use beer as a cooking/ imports/beers. baking ingredient.

Smirnoff Ice Gives Consumers More Reason to Mingle All the Way Smirnoff Ice provides shoppers with easy and delicious solutions for holiday entertaining and drives sales all season long. Statistics show that sweet beverages are preferred during the holidays and home entertaining during the season continues to grow. So, this holiday season, Mingle All the Way with Smirnoff Ice, the fastest-growing, top FMB brand in dollar sales.

18 HeadyTimes v.26 www.amoskeagbeverages.com Programs

Through November and December, Angry Orchard will help shoppers navigate the hectic party season by providing simple suggestions to upgrade their holiday entertaining. When hosting friends and family for any occasion, Angry Orchard is key. It’s the perfect pairing for cheese plates or pie desserts and it makes a great complement to wine, for a variety of choices at the dinner table.

Celebrate the Season with a Sam Adams Glassware Giveaway This holiday season, consumers will have a chance In the spirit of the holiday season, Sierra Nevada is to win custom perfect pint glassware from Sam focusing on moments that inspire drinkers to Share Adams, via a text-to-win program. They will be giving the Celebration with family and friends. This program away 2500 sets of 2 glasses as well as other prizes delivers high impact, holiday-themed display executions every week! Custom POS for on and off-premise will featuring their flagship Pale Ale and their top-selling communicate the giveaway. seasonal, Celebration.

www.amoskeagbeverages.com HeadyTimes v.26 19 Programs Dogfish Head IPAs for the Holidays Digital Rebate Dogfish Head is here to offer you a little extra holiday cheer with a special ‘IPAs For The Holidays’ digital mail-in rebate program. Save $5 when you purchase $10 in cheese and Dogfish Head beer. It’s easy! Just choose and purchase your favorite off- centered beer and cheese combo, text ‘DOGFISH’ to the provided number, follow the instructions and your rebate will be delivered Narragansett’s Surf & Turf digitally via PayPal! Eligible beers Tailgate text-to-win program, include: 60 Minute IPA, 75 which will run through December, Minute IPA, 90 Minute IPA, Flesh offers consumers a chance & Blood IPA, Liquid Truth Serum to win an awesome tailgate IPA and Lupu-Luau IPA. pack, which includes a custom Narragansett Coleman portable grill, a $100.00 local seafood market gift card, a Fresh Catch d-ring belt and a ’Gansett prize pack.

Win a Trip to Mardi Gras with Magic Hat Magic Hat is offering consumers a trip to Mardi Gras in New Orleans via a text-to- win sweepstakes throughout the holiday season. Consumers can enter to win a three-day trip of a lifetime to celebrate Mardi Gras in New Orleans from March 1st – 5th, 2019 (March 5th is Fat Tuesday). Program runs November 1st through December 31st.

Congratulations, Scott We’d like to congratulate Scott Black, who was recently voted 2018 bartender of the year by New Hampshire Magazine’s Readers’ Poll. New Hampshire Governor Chris Sununu honored Black, who is a bartender at the Woodstock Inn Station & Brewery and the Cannonball Pub, for his selfless dedication for helping others and his love for the North Country community.

20 HeadyTimes v.26 www.amoskeagbeverages.com RethinkingRETAIL Want to Maximize Fourth Quarter Holiday Sales? Understand What Customer Service Means to Women & Men, Because It’s Not the Same. VEN THE BEST ASSORTMENT OF PRODUCTS ISN’T A GUARANTEE that customers will walk through your door. That’s why you’ve given so Emuch thought to customer service. Customer service begins with the one-on-one interaction between the salesperson and the customer. Most importantly, it’s your chance to create an exceptional in-store shopping experience, something even the best online companies can’t deliver. Bridget Brennan, author of Why She Buys, stresses the importance of having a real customer service strategy in place to sell to women. Why? Because women are powerful consumers driving 85% of all consumer purchases. They shop for family, friends and parents. By understanding why and how women make purchasing decisions, you can develop a selling strategy that motivates them to buy more from you, rather than your competitors. What should a female-focused selling strategy entail? Ginger Johnson wrote the book on how to sell beer to women. It’s called How to Market Beer to Women: Don’t Sell Me a Pink Hammer. Johnson says, “An engaged female customer is a happy customer.” She goes on to explain that women want help from a knowledgeable person, who will assist her in selecting the right product. • For women, customer satisfaction is strongly linked to a shop’s willingness to share expert advice (demonstrate familiarity with the product) and the shop’s ability to help them determine which products suit best. According to a study by The Verde Group, 29% of women considered the “lack of help when needed” as the top problem when shopping. It is also the likeliest reason that stores lose the business of women. • For men, good services mean helping them find the right item and helping them get through checkout quickly. Gender, more than any other factor, determines how people define a good shopping experience. It doesn’t mean one set of criteria is better, or worse, than the other. It’s just different. And that’s ok. Even women in sales need a strategy to sell to other women. These lessons aren’t meant for men solely. However, any way you look at it, excellent customer service is paramount. Chris Perry, owner of Barley & Hops Craft Beer and Wine Shoppe in Milford had this to add: “Our staff is trained to be friendly to everyone who walks in the door. We realize that everyone has a slightly different knowledge level, as it pertains to beer and wine, as well as vastly divergent palates. So, we always try to determine what someone likes or is searching for, find something fun to fit their needs and hopefully expand their horizons. It’s not always someone’s gender that determines this, rather their sense of adventure, as well as taste and experience.”

www.amoskeagbeverages.com HeadyTimes v.26 21 510 Hall Street Bow, NH 03304-3105

Simmer n’ Brewfest at Cannon Mountain, Saturday, November 3rd Back for the 7th year, Simmer n’ Brewfest is the best Simmer n’ Brewfest is for ages 21+ only and is held at thing happening to spice up the off-season in the ’Notch. Peabody Lodge, Cannon Mountain Main Base Area. Tickets can Come enjoy music all afternoon, fresh brews from over 15 be purchased at www.cannonmt.com/simmer-n-brewfest.html. New England breweries and gourmet soups galore from Only 500 tickets will be sold for this event and NO tickets local chefs & eateries, presented by the Cannonball Pub/ will be available at the door. For more information call Centerplate and Cannon Mountain. 603-823-8800 x736. Tickets are $40 and include a special tasting glass and spoon to help you enjoy a sampling of gourmet soups and tasty brews. This fun-filled event raises money to help support the Secret Sock Society and the Adaptive Sports Program at Cannon.