Blue Moon Brewing Co

Summer 2015 | V.84 ORIGLIO BEVERAGE

KEITH VILLA BLUE MOON BREWING CO.

Retail Edge Seasonals The Beer Guy New Products Programs FRUIT BEERS GET THEIR TIME IN THE SUN | SUMMER SELECTIONS | SEGMENTATION AND TARGET MARKETING Letter toTHE TRADE

URING MY TENURE AS PRESIDENT OF A In This wholesale beer distribution company, I’ve ISSUE Dhad the privilege of speaking to quite a few brewers. More often than not, successful American brewers stumbled upon their careers by happenstance. Some of their stories go like this… Cover Story ��1 I was backpacking through Europe right after I graduated college, and I tasted some amazing beers. Since I couldn’t buy them at home, I Brewer Highlight ��2 started brewing my own. I was inspired by what I drank over there, but I put my own spin on it. Ardmore Beer Shoppe ��3 Fast forward 30 years. Now the people who live “over there” wish they could have access to even a fraction of the different beers brewed here in the United States. With so much City Tap House to choose from, the American beer scene is the envy of the world. Logan Square ��4

“While craft beer has energized the beer New Products ��5 industry, too many people are getting hung up on the distinction between what they Seasonal Selections ��6 perceive as craft and non-craft beer.” Available Year-Round Perfect for the Season �� 13 While craft beer has energized the beer industry, too many people are getting hung up on the distinction between what they perceive as craft and non-craft beer. Many craft beer consumers assume that any beer made by a large brewery Programs �� 14 is garbage. Nothing could be further from the truth. Brewers who work for large companies use quality ingredients to produce consistent, quality products that people enjoy. Some of those beers might not be what you choose to drink, but Retail Edge �� 20 let’s all agree that people have the right to enjoy the beer that tastes good to them. It’s their choice! Keep all this in mind when you read our feature article on Blue Moon The Beer Guy �� 21 Brewmaster Keith Villa. Yes, Blue Moon is a subsidiary of MillerCoors, but Villa is a perfect example of an accomplished craft brewer, who just happens to work for a big company. Villa had every intention of going to medical school. That is until he stumbled upon an opportunity with a brewery that happened to change the direction of his life. I hope you enjoy our latest edition of Heady Times. And as always, thanks for your business.

Sincerely,

Dominic Origlio President Heady Times is published five times a year, courtesy of Origlio Beverage. CoverSTORY Trash Talk Be Gone Keith Villa’s Beers Speak for Themselves HERE IS TRASH TALK IN SPORTS AND NOW THERE with our own inviting twists.” Blue Moon is trash talk in beer. But, Blue Moon Brewmaster beers have been awarded kosher status T Keith Villa isn’t biting. “Our awards speak for because of their quality ingredients and themselves. My focus is on the quality of our beers.” brewing process. Villa is the creative force behind the Artfully Crafted Again speaking of quality, Villa added beers of the Blue Moon Brewing Company, a division that his beers are difficult for competitors of MillerCoors. He created Blue Moon Belgian White to copy. Nor can many of them produce Belgian-style Wheat Ale 20 years ago – well before consistently excellent batches of beer. most American beer drinkers even realized that Belgians “We can analyze our beers. That level of brewed beer. Villa also designed the 10-barrel brew house where the sophistication is a luxury afforded to us by recipe was perfected. You can do those kinds of things when you have a our affiliation with MillerCoors.” PhD in brewing science. The brew house – actually the SandLot Brewpub For Villa, the excitement surrounding Blue – is tucked into right field where the Colorado Rockies play baseball. Moon’s 20th anniversary gives him the “This beer [Blue Moon Belgian White Belgian-style Wheat Ale] wasn’t the opportunity to “do so much more to get product of a focus group,” Villa explained at a beer dinner he recently everybody interested in craft beer.” At the hosted to celebrate its 20th anniversary. “Back then, nobody wanted to beer dinner, he spoke effortlessly about drink a hazy beer and most bars didn’t stock oranges. We introduced the the inspiration and process which resulted orange garnish to accentuate the coriander and citrus notes in the beer. in the creation of Blue Moon White IPA It took a lot of hand-selling and travel to get things going. But it was and Cinnamon Horchata Ale, two of the worth it… We changed the way people experience beer. It took years, brewery’s most recent year-round offerings. but Blue Moon gained traction, people discovered that beer could be “I am third generation Mexican and I want to get flavorful, esoteric and bring out the flavors in food.” Hispanics more interested in craft beer. It was Persistence, innovation, quality ingredients, attention to detail and a pleasure for me to explore the flavors found a desire to give consumers new beers to experience; these are the in Mexican food – the cinnamon, chocolate hallmarks of the American craft beer movement. Villa and his team of and spicy heat. It’s a complex cuisine, and our brewers embrace each of these qualities. And innovators can be ahead Horchata Ale pays tribute to it, while showcasing of their time, as was the case with Villa’s Blue Moon Vintage Blonde Ale. those special ingredients.” Made with Chardonnay grapes, the beer won a total of five awards at the As a pioneer of the Belgian White beer style Great American Beer Festival and World Beer Cup in 2006. But Villa had in the United States, Villa challenged himself actually first brewed Vintage Blonde back in the 1990s. He shelved the and his team to create a White IPA with the recipe for more than a decade because he didn’t think anyone would try drinkability of a Blue Moon. It had to be a true a Belgian strong pale ale brewed with wine grapes. Belgian-style white ale, first and foremost, yet Despite Villa’s history and track record, some beer lovers scoff at Blue be satisfactory to most hop heads. He was Moon’s tag line, Artfully Crafted. This is where the trash talk comes in. The looking for something in the 47 IBU range. word “craft” is a lightning rod to some beer lovers who allege that big beer That sounds like a straight forward companies are only capable of making inferior beer. They describe any beer proposition, but Villa and his team came up made by large producers with words like garbage and mass-produced swill. with 80 different variations of their White IPA They employ a few more choice adjectives. You can use your imagination. which they analyzed and then tasted with The right to use the word craft has become so contested, that law firm four other brewers. The 80 were widdled Clark & Treglio and a private citizen, Evan Parent recently filed a class down to 15 and the process continued until action lawsuit against MillerCoors in San Diego. Class action lawsuits only six remained in contention. He added, are brought when one party claims that a group of people has suffered “The final product contains Simco, Cascade “substantial injury” at the hand of the named perpetrator. The “perp” in and Citra hops. But it was the addition of this case is MillerCoors. The injuries suffered by consumers, according to German Huell Melon hops that sets this beer the suit, result from MillerCoors’ false portrayal of Blue Moon as “Artfully apart for me. The aroma is fruity and hoppy Crafted.” It also alleges that consumers are misled into paying up to with a surprising hint of melon. I’m happy 50% more, “Via omissions and misrepresentations”. calling this White IPA a Blue Moon. It has all the flavor and drinkability our customers Rather than getting down in the dirt with these sorts of accusations, Villa expect from us, and it still works with food.” remains positive. “We remain dedicated to craft beer. We will always use the highest quality ingredients and deliver our fans classic beer styles Trash talkers, take that.

www.origlio.com HeadyTimes v.84 1 BrewerHIGHLIGHT Anthony von Mandl Founder & Chairman of Mike’s Hard Lemonade Co. “Constantly surprising and delighting the company’s other innovative brands consumers in ways they never imagined!” including Cayman Jack Margaritas, T.G.I. Friday’s Ready-to-Drink Cocktails and the VERYBODY THINKS THEY KNOW MIKE’S new Palm Breeze, Mark Anthony Brands is Hard Lemonade, the American beverage icon the undisputed leader in the FMB segment. Ethat took the country by storm when it was launched in 1999, but few know the back story “Mike’s represents the American dream,” von about Mike. Mandl explains. “The one where you could start out with just an idea and create a real Mike is really Anthony von Mandl, Founder & business, one that could drive against even Chairman of The Mark Anthony Group, one of North America’s most the biggest competitors, one that you could diversified and successful private alcoholic beverage companies. With the launch out of your garage with very little creation of Mike’s Hard Lemonade, von Mandl created an entirely new money, making something that consumers beverage category, Flavored Malt Beverages (FMBs), by crafting the first absolutely love and could call their own.” real alternative for men to enjoy on beer drinking occasions. von Mandl believes that for the next “We found that up to 25% of guys didn’t particularly want to drink beer, generation of alcohol beverage consumers, but couldn’t be seen holding anything else in their hand,” said von it’s all about flavor. “There has been Mandl. “That all changed with the creation of Mike’s Hard Lemonade – a growing demand from the Millennial taking the great taste of lemonade, the type your Grandmother used to consumer for a higher alcohol product that make, using all natural ingredients and giving it a kick.” still tastes amazing. Our proprietary malt An entrepreneur from the start, von Mandl launched a one-man wine base is so clean that it allows us to use importing business back in 1972. His passion for wine may have only delicate natural flavors, even in an 8% been surpassed by his dedication to quality and determination for brand product.” For von Mandl, this explains the building. Merely importing fine wine was not von Mandl’s endgame. Today, success of their Mike’s Harder Lemonade as the proprietor of Mission Hill Family Estate winery in the Okanagan lineup which includes such flavors as Valley, British Columbia, he is an award-winning winemaker who is Lemonade, Black Cherry, Cranberry and a passionate about putting this emerging region on the world wine map. variety of seasonals all with an 8% ABV, and all available in 16 oz. cans. Consumers are von Mandl’s interest in wine has taken him to all parts of the globe. believers too, and Mike’s Harder is on track During his travels, he noticed that it was hard for guys to drink anything to outsell the Mike’s core brands. other than mainstream beer on beer drinking occasions. He explains, “I wanted to create a beverage that guys could call their own – one they The company’s most recent product launch, could associate with, that would surprise and delight them from the first Palm Breeze, or “Vacay Every Day,” as sip, one they would rush out and tell their friends about… And that’s the folks at Mark Anthony refer to it, is exactly what happened with Mike’s.” made with exotic tropical ingredients and the taste is a bit lighter than typical malt Mike’s sold its first 10 million cases without a cent of advertising. From beverages. “This innovation represents the the start, Mike’s has been a remarkable success because consumers most significant product launch for our discovered it on their own, and fell in love with it. But it didn’t stop there. company, since the original Mike’s Hard Mike’s set out to make an array of new tastes, like Mike’s Hard Cherry, Lemonade launched in 1999,” says von made using fresh Michigan cherry juice – it just doesn’t get any better! Mandl. “With Palm Breeze, we will connect Over the years, von Mandl has invested tens of millions of dollars in with consumers with an authentic brand, leading edge technology to create a vodka-like neutral malt base that featuring incredibly drinkable products. 7 out of 10 consumers, in blind taste tests, actually prefer over Grey And like Mike’s, it all begins with a liquid – Goose Vodka. This is a patented technology that no one else in the world completely different from anything we have has been able to replicate. This amazing base allows Mike’s to use fresh made before – unbelievably light, incredibly ingredients and authentic flavors to create spirit-like beverages for beer refreshing and sessionable.” drinking occasions, bringing spirit and white wine drinkers back into the “Flavor is a trend that will only accelerate,” beer aisles. von Mandl says. “New consumers entering The Mike’s franchise has expanded from the original Mike’s Hard the legal drinking years will continuously Lemonade to include various flavors and new categories, including Mike’s seek variety and innovation from their Lite Hard Lemonade, Mike’s Margaritas and Mike’s Harder Lemonade beverage choices, and no segment can – a line with higher alcohol that packs a powerful punch. Together with offer variety and convenience like FMBs.”

2 HeadyTimes v.84 www.origlio.com Off-PremiseSPOTLIGHT Ardmore Beer Shoppe NTERING THE ARDMORE BEER SHOPPE IS LIKE STEPPING into a beer lover’s paradise. The family-friendly shop opened E its doors in 2012 in the heart of downtown Ardmore. Since then, owner Pete Vitale has expanded several times in order to offer the vast selection of beer he does today. In addition to the massive bottle selection of more than 800 crafts, imports, microbrews and domestics, the unique shop includes a ten seat bar, complete with eight tap handles. “We recently expanded our happy hour special to include $1 off draught beer on weekdays,” says manager, Ralph Fleming. The bar not only offers draught beer, but growler fills and a full food menu as well. The bar fare includes such specialties as nachos, personal pizzas and Co-owner of Ardmore Beer Shoppe, Erica Vitale (left) with owner, their famous “Chicago-style” hot dogs, complete with peppers and relish, Peter Vitale and manager, Ralph Fleming served on buns purchased directly from the Windy City for that authentic Chicago taste! “This is a place where someone can sit down at the bar and strike up a conversation about craft beer with the person next to them, or enjoy a good meal with the family,” says Fleming. The Beer Shoppe also offers cold beer to-go, stored in an impressive 30-foot, 12-door beer cooler that extends the length of an entire wall. The extensive beer selection is only one area of the business that makes the Beer Shoppe best in class. Their knowledgeable staff and customer service is also top notch. The highly trained staff can help any level of beer drinker find just what they’re looking for. “Every member of our staff loves beer, and we each enjoy different styles, so there is always someone at the store to answer any questions,” says co-owner Erica Vitale. “We also offer gift cards that never expire to ensure the person receiving it can pick out exactly what they want,” adds Pete. The Beer Shoppe stays connected to their customers via social media Ardmore Beer Shoppe located on Greenfield Ave. in Ardmore sites like Twitter and Instagram and their easy-to-navigate website includes a draught list that is constantly updated. Their site also features a comprehensive beer catalogue that lists each bottle they have in stock, by brewery. But the coolest tech savvy tool that the Beer Shoppe offers is their Smart Phone app. Available for both iOS and Android devices, the Beer Shoppe app allows users to view a current list of beers on tap, the food menu and upcoming events. But the best part of the app is the option to order beer for curbside pickup! “There isn’t a ton of parking in Ardmore and we wanted to make sure it was convenient for our customers to pick up their beer,” explains Pete. “Curbside pickup was the answer, and the app makes it really easy. Customers simply pick out the beer they want, call to place their order, give us 10 minutes to get it ready and then pick it up curbside! The app even gives directions from their location to the store. Once they arrive, they just give us a call, and a member of our staff will bring their order out to the car.” Due to their amazing customer service, beer selection and marketing savvy, the Ardmore Beer Shoppe has won many awards including “Best Innovation Business” and “Best Beer Selection To-Go.”

www.origlio.com HeadyTimes v.84 3 On-PremiseSPOTLIGHT City Tap House Logan Square HE FIRST CITY TAP HOUSE WAS OPENED IN UNIVERSITY City in May of 2010. The idea was simple: a gastropub that offered T an “elevated” pub food menu and great beer in a pleasant setting. The concept worked so well that two more locations were opened over the next five years; one in Washington D.C. in December 2013, and the newest location in Philadelphia’s Logan Square opened last November. Andy Farrell has been with City Tap House for five years. He is the Brand Director for all three locations. Farrell played an integral part in opening and designing the Logan Square location, which is within walking distance of some of the city’s best attractions including the Franklin Institute, the Barnes Museum and Love Park. Designed to feel like an upscale corner bar, the interior of City Tap House Logan Square is inviting and intimate. Farrell joked, “A customer once Andy Farrell, Brand Director for City Tap House told me that he saw City Tap House (University City) as a turn-of-the-century that customers enjoy. There mountain lodge in an urban setting, and is a focus on training and that is what we modeled the new place education for the staff, after.” The design of the Logan Square which makes it fairly easy location is perfect for first dates, happy for servers to suggest hours and group celebrations. beer pairing options for diners, based on the menu As for the décor, large black and white items they’ve ordered. photographs from the prohibition era The interactive nature of adorn the walls of the otherwise modern the service at City Tap space. “Prohibition shaped the craft House makes for dynamic beer industry,” explains Farrell. “Beer tableside service. The food wouldn’t have evolved to where it is now menu is almost as extensive as the beer without it. These striking images are a part of our past and show the list, offering both a special brunch menu history behind the craft beer explosion. On the exterior windows, there on the weekends and daily supper specials are famous beer quotes that celebrate beer as the world’s first social that change seasonally. Head Chef, Ian lubricant and show the fun, laid back side of City Tap House.” Branning, who came to City Tap House from City Tap House celebrates craft beer, while making it accessible to Parc, specializes in French cooking methods non‑beer geeks. Featuring a 40-tap draught system, two cask engines and home-style foods such as crab and and a long list of rare and unusual bottled beers and ciders, the bar has corn hushpuppies, which are a cornerstone something for every level of beer enthusiast. “Our draught beer selection of the menu. is dynamic,” says Farrell. “We offer brews from local and regional At City Tap House, the fun doesn’t stop at American breweries as well as some great European benchmarks. We beer and food. The Logan Square location want to keep it accessible to folks who aren’t craft savvy, but might like prides itself on hosting interesting events to be. And for those who are craft aficionados, we have 25 taps that and offering weekly entertainment. For rotate frequently and feature new, sexy offerings on a regular basis.” example, Funky Brewstahs, their monthly The bottle selection is where City Tap House is really adventurous, and vertical beer tasting, features a different even more eclectic. Their selection ranges from German hefeweizens brewery each month, while a DJ spins funk, to rare sours. In an educational and unpretentious way, City Tap House soul or hip hop. And, when Evil Genius guides guests through craft beer choices via food pairings and beer released their orange mango wit, Ma! The education. As Farrell says, “We are inviting the masses into the beer Meatloaf, City Tap House offered guests world, in the same way that breweries are.” a meatloaf sandwich special and a free screening of Wedding Crashers. Having such an expansive beer list, it is imperative that the staff be knowledgeable and able to speak about beer with all levels of beer Farrell sums up the City Tap House drinkers. “We are working towards having all of our servers become philosophy, “Beer has a personality and Cicerone Certified,” says Farrell. Samplings are held for the staff can be super silly and fun. Great beer, whenever a new beer is brought in, and the servers and bartenders are great food and great fun – we’ve got it all able to recommend beers based on characteristics and flavor profiles right here.”

4 HeadyTimes v.84 www.origlio.com NewPRODUCTS A New Look for Coors Light Harpoon Take 5 Session IPA Coors Light is getting a fresh new look this There are a lot of things that you have to summer. Full conversion of primary and do every day; now’s the time to get to the secondary packaging has begun, with tools things you want to do. Harpoon brewed this to support the look at retail coming in July. beer so you could do just that. Vibrant citrus Showcase the refresh with a new and pine hop aromatics greet a distinct malt modular mountain display, profile that sets this session IPA apart. It’s dimensional pole topper, and time to Take 5. Round up your friends large bottle and can bookends. and let the celebration begin! ABV: 4.3% On-premise, the new Coors Packages: 12 oz. bottles, 12 oz. cans and Light look will feature signature draught Availability: Year-round. Draught glassware and premium beginning in May; bottles and cans in June buckets. Availability: July

New Mike’s 12 Packs Evil Genius Stacy’s Mom India Pale Ale Mike’s Hard Lemonade will soon be offering three of their most popular flavors in 12 pack bottles: the Once a limited release from Evil Genius, Stacy’s classic and timeless, Mike’s Hard Lemonade, the Mom will soon be available year-round! Using just a sweet and tart Mike’s Hard single hop, Citra, this IPA explodes with citrus flavors Cranberry Lemonade and ripe and aromas. The hop bitterness is clean and crisp, for the picking, Mike’s Hard leaving you refreshed and ready for another sip! Black Cherry Lemonade. ABV: 7.5% Packages: 12 oz. bottles and draught Availability: Year-round, Availability: Year-round, beginning in July beginning in June

The Brewer’s Art Beazly Both rich and dry, this golden Belgian ale, hopped with Styrian Goldings, is all too easy to consume in large quantities. ABV: 7.3% Packages: 12 oz. cans and draught Availability: Now, year-round

Verdi Rosa Imported from Italy, Verdi Rosa is Verdi Spumante’s debut into the fast-growing Rosé category. With a deliciously light taste and beautiful rose color, Verdi Rosa is a sparkling beverage you’ll love. Everything is better with a little sparkle. ABV: 5% Package: 25 oz. bottles only Availability: Year-round, beginning in May

www.origlio.com HeadyTimes v.84 5 SeasonalSELECTIONS When Demand Exceeds Supply Mike’s Tropical Party Pack Many of our craft seasonal and specialty releases are Mike is passionate about making the best tasting, most available in limited or extremely limited quantities. refreshing beverages. He wants to offer consumers cold, Breweries only produce a certain amount of their hard refreshment anywhere, anytime. So, this summer, specialty beers and Origlio does all they can to get as he created a limited edition Party Pack filled with four much product as possible. In addition, this publication unique and refreshing tropical is compiled months prior to the decision made by the flavors including:Hard brewery to allocate their products to the wholesaler. Kiwi Strawberry, Hard Variations in production for some of these limited Mango Pineapple, release offerings will fluctuate, resulting in lower Hard Tropical Fruit quantities than anticipated. and Hard Key Lime. Mike’s Tropical Party If you are interested in something you see in this Pack will add flavorful publication and it is out of stock when you place your refreshment to all of order, please contact your Origlio Sales Representative your parties this summer. to discuss a similar option. Availability: Now! Origlio also sends out an email blast weekly to inform customers of seasonal offerings that are widely available Mike’s Hard Tropical to you, immediately. Pink Lemonade If you are interested in receiving the weekly email blast, please send your email address to [email protected]. Refreshingly tropical and refreshingly pink, new Mike’s Hard Tropical Pink Lemonade is the perfect blend of tart lemonade Coors Banquet Heritage Cans and crisp, clean tropical flavors with an amazingly delicious finish. But, not only Coors Banquet is now offering is Mike’s summer seasonal refreshing and four newly designed cans, delicious, it also inspired by designs from the helps out a great past 140 years! The Heritage cause! Mike’s Cans are being supported will donate with retail tools including a $250,000 from throwback cooler dispenser, the sale of Tropical Pink throwback LED sign and a Lemonade to the Susan G. case stacker featuring the new Komen Foundation. Join the designs. These cans are only fight – drink Pink!ABV: 5% available for a limited time, so get your hands on them Package: 12 oz. bottles only before they’re gone! Packages: 12 and 16 oz. cans Availability: June with four unique designs; 24 oz. cans with one design Availability: Now! Mike’s Harder Jamaican Lemonade Guinness Black & Blonde A traditional Jamaican Lemonade is a limeade made Mixed Pack with a bit of brown sugar. The Mike’s Harder version The new mixed pack from Guinness offers a taste of this classic is no different. Harder for all occasions in one convenient mix pack. Black Jamaican Lemonade has a natural, & Blonde includes the light yellow-green color and a fresh black and beautiful, dry lime aroma. The taste is crisp, light and Irish stout, Guinness refreshing with no lingering sweetness Draught and the light, and the balanced taste of tart lime is crisp and refreshing, rounded out with a hint of brown sugar. Guinness Blonde Harder Jamaican Lemonade finishes American Lager. clean with a lingering hint of lime. Availability: Now! ABV: 8% Package: 16 oz. cans only Availability: June

6 HeadyTimes v.84 www.origlio.com SeasonalSELECTIONS Woodchuck Out On a Limb Narragansett Lager Lazy Hazy Lemon Crazy 1975 Retro Cans Cider Shandy This summer, Narragansett is re-releasing After a crazy day under the sun, grab a cider their popular 1975 “Jaws” can just in – your hammock is calling! Woodchuck has time for the taken a spin on the traditional shandy and 40th anniversary made it their own. This “cider shandy” of the iconic is a small batch, hard cider infused film’s debut on with fresh lemon juice and lemongrass. June 20th! For It’s a well-balanced session cider with the summer sweet and tart in every sip. ABV: 4.2% months, all Packages: 12 oz. bottles and limited 12 oz. can 30-packs of draught Availability: June Narragansett Lager will be available in the 1975 can, famously crushed UFO Explorer by Captain Quint in everyone’s favorite shark- This summer, Harpoon is introducing the UFO Explorer infested thriller. That’s can variety pack – the perfect summertime companion! right, you’ll be able to The mix pack includes all of your UFO favorites: UFO “Crush It Like Quint” White, UFO Hefeweizen, UFO R.A.Z. and UFO Big all summer long! Squeeze Shandy! Availability: June Availability: June

21st Amendment Hell or High Watermelon Like Lady Liberty, 21st Amendment stands for independence and perseverance. In the pursuit of innovative beer, there is no obstacle too great, no journey too long and no fruit too gigantic. This American wheat beer is brewed with real watermelon for a flavor that’s surprisingly crisp, dry and refreshing. Sierra Nevada Harvest Newly Hell or High Watermelon is like summer in a can. ABV: 4.9% Packages: 12 oz. cans Developed Hop IPA and draught Availability: Now! Sierra Nevada’s search for exciting hop flavors led them to a handful of newly developed varietals, each with flavors very different from those found in typical hops. These hops are so new they are only known by numbers – 472, 05256, 431 and 06300. They have complex flavors of cedar, coconut, chocolate and orange-citrus, together creating a Sixpoint Jammer truly unique IPA aroma. This IPA is part of Sixpoint Jammer is an ale brewed with their 2015 Harvest series exploring diverse sea salt and coriander – an ancient beer hopping methods including single hop, style, re-formulated to quench the sticky fresh hop, wet hop and wild hop beers. heat of summer. It’s sour, it’s salty and it’s ABV: 6.5% Packages: 24 oz. bottles and slammin’. It’s Mad Science. ABV: 4.2% draught Availability: July Packages: 12 oz. sleek cans and draught Availability: Now!

www.origlio.com HeadyTimes v.84 7 SeasonalSELECTIONS Dogfish Head Festina Pêche Unibroue Éphémère Pear Festina Pêche is a refreshing neo-Berliner Unibroue’s latest seasonal release is the Weisse fermented with honest-to-goodness accomplishment of a “pearfect” balance peaches. The Berliner Weisse-style is between the delicate sweetness of mild ripe characterized by its intense tartness. In pear and the refreshing acidity of a lightly addition to fermentation with an ale yeast, spiced white ale. Enjoyed best when fresh, Berliner Weisse is traditionally fermented the latest flavor of Unibroue’s Belgian-style with lactic cultures to produce its acidic or refermented fruit ales is sure to offer a green apple-like character. It is delicately pleasant moment of refreshment on a bright hopped with a pale straw color and served sunny day. Try it with tuna salad, butternut as an aperitif or summertime quencher. To squash soup or caramel desserts. ABV: 5.5% soften the intense sourness, Berliner Weisse Packages: 25 oz. bottles and draught is traditionally served with a dash of essence Availability: Now! of woodruff or raspberry syrup. In Festina Pêche, since the natural peach sugars are eaten by the yeast, the fruit complexity is woven into both the aroma Spring House Lexicon and the taste of the beer so there is no need to doctor Devil Grapefruit Pale Ale it with woodruff or raspberry syrup - just open and enjoy! ABV: 4.5% Packages: 12 oz. bottles and draught This Citra-heavy pale ale is loaded with Availability: June grapefruit zest and cold-pressed grapefruit juice, making for a tart and refreshing beer. Dogfish Head ABV: 6% Packages: 12 oz. cans and draught Availability: Now! Birra Etrusca Bronze To develop the recipe for Birra Etrusca Bronze, Sam Calagione traveled to Rome with molecular Straub Hefeweizen archaeologist Dr. Pat McGovern. With the help This traditional Bavarian-style of Birreria brother brewers Leo DeVencenzo hefeweizen is a hazy, golden yellow of Birra del Borgo and Teo Musso of color that pours with a substantial Baladin, they analyzed drinking vessels and lasting, white, foamy head. The found in 2,800-year-old Etruscan tombs. aroma is dominated by pleasant The backbone of Birra Etrusca comes from banana esters, produced by the 2-row malted barley and an heirloom Italian classic Weihenstephan wheat ale wheat. Specialty ingredients include hazelnut yeast used to ferment this beer. It flour, pomegranates, Italian chestnut honey, is a refreshing and spicy brew with Delaware wildflower honey and clover honey. some subtle clove notes. ABV: 5.5% A handful of whole-flower hops are added, Packages: 12 oz. bottles and but the bulk of the bitterness comes from draught Availability: July gentian root and the sarsaparilla-like Ethiopian myrrh resin. ABV: 8.5% Packages: 25 oz. bottles and draught Straub Sunshine Sampler Availability: Limited quantities in July The Straub Sunshine Sampler is back again this Dogfish Head summer with a variety sure to please the most discerning beer drinker. Included in the variety pack are: 120 Minute IPA Straub Kolsch, Straub Vienna, Straub Hefeweizen Clocking in at 15-20% ABV and 120 IBUs, and Straub Pilsner. Availability: June it’s easy to see why this beer is called the Holy Grail for hop heads! 120 Minute IPA is boiled for a full two hours while being continuously hopped with high-alpha American hops, then dry-hopped daily in the fermenter for a month and aged for another month on whole-leaf hops. ABV: 15-20% Packages: 12 oz. bottles and draught Availability: Very limited quantities in August

8 HeadyTimes v.84 www.origlio.com SeasonalSELECTIONS Heavy Seas Riptide White IPA Coronado Riptide is a beer brewed with a malt body similar 19th Anniversary to a Belgian-style wit with loads of torrified Throughout Coronado’s 19 year history, wheat. It’s hopped like an IPA, but a unique they have stayed thirsty for beer and blend of Czech Saaz, French Strisselspalt, knowledge, turning each day into a Calypso, Centennial and Cascade hops is used learning experience. They’ve honed their to create a big citrus nose and flavor with floral skills and matured rather than aged. accents. To complete the feel of the wit style, And their experience is evident in this the beer is pushed through a hopback which double IPA. Hopped with Citra, Galaxy, is loaded with Spanish sweet orange peel, Green Bullet, Mosaic, Nugget and Curaçao bitter orange peel, coriander and a Simcoe, it comes on strong with all generous helping of hops. It’s fermented with the force of an 80 IBU, 9% ABV brew, a classic Belgian wit yeast which provides all with the grace of a citrus-driven West of the fruity and spicy notes you’d expect. The Coast IPA. Cheers to 19 years! ABV: 9% tank is then blasted with the brewery’s hop Packages: 22 oz. bottles and draught cannon, which is loaded with Calypso, Strisselspalt, Availability: Limited quantities in July and Citra hops and more orange peel. The beer is then lightly filtered to retain all of the exceptional yeast character. ABV: 7.25% Packages: 12 oz. bottles and Coronado Brewer’s Series draught Availability: July Heavy Seas Red Sky at Morning This very special version of Heavy Seas “Red Sky at Night” is brewed with authentic Belgian candi sugar. It’s then finished in Chardonnay barrels to give the beer a complex, dry finish. Old world (wine) meets new world (beer). The best of both worlds! Explore with reckless abandon. ABV: 9% Packages: 22 oz. bottles and draught Availability: Limited quantities in July Heavy Seas Desert Island Series #3 American Honey Amber Ale Ambitious, exuberant, Coronado For Days IPA expressive, brash and Highly drinkable and sessionable with a low ABV, this somewhat capricious, this hop-forward pale ale has complex notes of lime, tropical American-style amber fruits and dank citrus. ABV: 5% Package: Draught only ale is crisp, bold and dry Availability: June with plenty of American hops. It is loaded with Coronado Silver Strand Saison flavor but is quaffable This exceptionally refreshing, light-bodied, Belgian- enough to enjoy during style ale has spicy effervescence and gentle fruit the warmer months, or on characteristics. ABV: 5% Package: Draught only a desert island. Brewed Availability: June with some (relatively) local Virginia barley and a touch of Bamboo honey, Coronado 435 Pale Ale this energetic tipple will Medium-bodied and hop-forward, this pale ale has a spice up your summer. solid malt backbone and hoppy notes of pine and citrus. ABV: 4.9% Package: Draught only Availability: Very ABV: 5.2% Package: Draught only Availability: June limited quantities in June

www.origlio.com HeadyTimes v.84 9 SeasonalSELECTIONS Evil Genius Turtle Power The Lost Abbey This hop-forward grapefruit pale ale is brewed and 10 Commandments dry-hopped with Citra hops. Tropical and citrus notes A dark farmhouse ale, 10 Commandments abound from the hops along with some tart and juicy is brewed with honey, rosemary and grapefruit flavors.ABV: 6% Packages: 12 oz. bottles blackened raisins, and bottle-conditioned with and draught Availability: Now! Brettanomyces. 10 Commandments begins with a pleasant sweetness from the raisins followed by some dark malt character and a drying finish with hints of chocolate and a touch of rosemary. A great beer to cellar, over time the sweetness is consumed by the Brett, resulting in a drier and more firm background allowing the honey flavors to shine through. Evil Genius 8675309 Galaxy IPA ABV: 10% Packages: 12 oz. cork-finished bottles and draught Availability: June This American IPA is dry-hopped exclusively with Australian Galaxy hops. The brewers start with a base Port Brewing Santa’s Little of 2-row barley and malted wheat. Citra and Amarillo hops are then added in the boil, and the beer is finished Helper Bourbon Barrel-Aged with an unruly amount of Galaxy hops from Australia. Imperial Stout The final dry-hopping imparts an intense aroma of fresh Santa knows who’s been naughty and who’s peach, cantaloupe, lemon rind and passion fruit. The been nice… and this is one seriously naughty flavor follows suit with some additional bubblegum, but nice beer. Santa’s Little Helper Bourbon tropical fruit and clementine notes, balanced perfectly Barrel-Aged Imperial Stout, begins the journey by just a whisper of sweet malt. Full-bodied but not with flavors of sweet Bourbon and oak, cloying, the finish is a symphony of soft, clean, heady, continues with hints of nutty dark chocolate juicy hops. This is one of the most unique, expressive and malt and finishes with a smoky coffee and drinkable beers Evil Genius has ever created. finish. ABV: 10.5% Packages: 12.7 oz. cork- ABV: 6.5% Package: Draught only Availability: Very finished bottles and draughtAvailability: Very limited quantities in June limited quantities in July

Peak Hop Blanc Hop Blanc is a heavenly white IPA made with local wheat and Belgian yeast for a soft mouth feel, while Centennial, Simcoe and Citra hops Evil Genius I Love Lamp provide a bright rush of tropical This beer mixes the flavors of banana, pineapple and a and citrus flavors up front. This slight note of clove to create the perfect summer beer! beer is the cheery, angelic cousin A wave of pineapple hits your nose, followed by all of of the more sinister Hop Noir. Try the body and flavor of a German-style hefeweizen. This Hop Blanc with shellfish, kale salads or Mexican food. is a beer designed for the beach, the pool or partying ABV: 6.4% Package: Draught only Availability: Now, in in the sun! ABV: 5.5% Packages: 12 oz. bottles and very limited quantities draught Availability: Now! Peak Citrus Saison Citrus Saison is Peak’s refreshing summer take on a traditional saison style. The brewery’s favorite saison recipe provides the backdrop for crisp lemon aroma and flavor. Try this one with salads, seafood or fresh fruit. ABV: 4.6% Package: 12 oz. bottles only Availability: June 10 HeadyTimes v.84 www.origlio.com SeasonalSELECTIONS Great Lakes Sharpshooter Session Wheat IPA Inspired by Ohio’s “little sure shot” Annie Oakley, Sharpshooter is peppered with rounds of orange peel and fully loaded with Jarrylo hops. Refreshing and unfiltered with a double barrel of tangy citrus and spicy hop flavors, this session wheat IPA is great with seared scallops and salads. ABV: 4.8% Packages: 12 oz. bottles and draught Availability: June Great Lakes Lake Erie Monster Imperial IPA Astonishingly full-bodied with a leviathan load of American hops, Lake Erie Monster Dock Street unleashes a beastly hop attack amid torrid A Dog Named Pierre tropical fruit flavors. Try this Imperial IPA with steak or aged cheeses. ABV: 9.1% This is a slightly tart, slightly hoppy pale ale. “The Packages: 12 oz. bottles and draught dog next door, his name’s Pierre, he runs and jumps Availability: July through the air. Thank God Almighty that he is here. The dog next door, his name’s Pierre.” ABV: 3.5% Package: Draught only Availability: Now! Allagash Fluxus 2015 Dock Street This June marks twenty years since brewery Crackle & Squeeze founder, Rob Tod sold This farmhouse saison is brewed with cracked black the first keg of Allagash pepper, Sicilian pink pepper and freshly squeezed beer. To recognize this Meyer lemons. ABV: 5% Package: Draught only momentous occasion, Availability: July Allagash Brewing Company is releasing Dock Street its 2015 Fluxus Tribute Satellite Espresso Stout Series beer with a recipe crafted by Tod A smooth stout brewed with locally roasted organic himself. Fluxus is fair trade espresso beans, Satellite Espresso Stout is brewed every year to a tribute to a neighboring coffee house that keeps the commemorate the brewers at Dock Street awake after a long evening. anniversary of their Espresso is added at different points during the first beer sold in July brewing process for full integration of flavor and aroma. 1995. The name Fluxus ABV: 5.5% Package: Draught only Availability: August is Latin for “continuous change” and every year, Fluxus is brewed with a different recipe. Since 2007, $1 Dock Street from every bottle sold of Fluxus has been donated to Hops & Jitters a scholarship fund for pediatric nurses in the Barbara Hops & Jitters has a light malt body with a generous Bush Children’s Hospital in Portland, Maine. “We love blend of English hops, including East Kent Golding living and working in Maine,” says Tod. Fluxus 2015 and Fuggle. It is conditioned over a proprietary blend is a strong golden ale brewed with pilsner malt and a of Yirgacheffe Coffee beans, specially roasted by the large portion of local maple syrup added to the kettle. coffee makers at Standing Stone. This beer is so After fermentation with a Belgian-style yeast strain, it good, the brewers almost didn’t share it. ABV: 4.6% is dry-hopped with two experimental hops, 06277 and Package: Draught only Availability: August 06297 imparting aromas of strawberry, pineapple and lime. The finish is balanced with a dry, malty character. ABV: 8% Packages: 25 oz. bottles and draught Availability: Very limited quantities in July www.origlio.com HeadyTimes v.84 11 SeasonalSELECTIONS Weyerbacher 20th Anniversary Cape May Blonde Ale Weyerbacher is turning 20 this year! How are they Light yellow to deep gold celebrating 20 years of bold and innovative beers? With in color, this easy-drinking the release of their 20th Anniversary Ale! This Belgian ale has a firm, noble hop dark ale is malty with notes of caramel, raisins and presence and a clean berries as well as subtle hints of coriander and star bitterness. Perfect for hot anise. ABV: 11% Packages: 12 oz. bottles and draught summer days while catching Availability: June a ballgame or lounging on the beach, Blonde is brewed with a lager yeast and the temperature is held closer to the ale range, bringing out slightly more yeast character. ABV: 5.1% Package: Draught only photo by Frank Weiss Availability: Now!

Cape May The Bog This was an accidental brew, created one Thanksgiving when Cape May brewers were making their Cranberry Wheat and they added too much cranberry, resulting in a too-tart beer. So they added lemonade and voila – an uber-drinkable summer shandy. Designed to Green Flash Citra Session IPA enjoy on sweltering days, The Bog is light and refreshing while packing lots of flavor. The 2nd beer in Green Flash’s Hop Odyssey ABV: 3.9% Package: Draught only Availability: Now! series, Citra Session features 100% Citra hops, selected for their ability to deliver boldly tropical and bright citrus characteristics. The Lagunitas Equinox hops are introduced throughout the brewing process to impart intense flavors of orange, First brewed in 1995, Equinox is back, lemon and grapefruit that transcend the and brewed today in a time of change. hop’s tropical and floral notes. The result is This creamy, pale oat ale is hopped a remarkable and refreshing session brew. up with a huge charge of Equinox and ABV: 4.5% Packages: 22 oz. bottles and Simcoe hops for a piney, eucalyptusy, draught Availability: June cedary, sprucey, foresty blast. ABV: 8.4% Packages: 22 oz. bottles and draught Availability: June

The Brewer’s Art Choptank’d Choptank’d is a crisp summer saison brewed with soft red wheat, spicy rye malts, Sterling and Tettnang hops, and subtly balanced with honeysuckle flowers and citrus peels.ABV: 4% Packages: 12 oz. cans and draught Availability: Limited quantities in June

12 HeadyTimes v.84 www.origlio.com Available Year-Round PERFECT FOR THE SEASON Sea Dog Fruit Beers Firestone Walker Pivo Hoppy Pils Sea Dog Wild Blueberry is a unique contribution to the Pivo is everything we love about fruit ale category, with the nutty quench of a wheat ale a classic German pilsner with combined with the delightful aromatics and subtle fruit a hoppy Bohemian twist. This flavor contributed by Maine wild blueberries,Sea Dog bright straw-colored lager Raspberry is a dry, crisp refreshing ale with the added has a playful carbonation essence of raspberries and Sea Dog Apricot is a light, topped with beautiful golden, crisp and quenching wheat ale with the subtle white foam lace. Delicate, essence of fresh apricots. All of these deliciously fruity lightly toasted malt flavors wheat beers are perfect to enjoy all summer long. underscore a noble German hop character. Hallertau grown Magnum hops deliver the lupulin foundation while generous amounts of Spalter Select bring floral aromatics and spicy herbal notes. As a twist, the beer is finished with German Saphir hops for a touch of bergamot zest and lemongrass. This is a refreshingly light-bodied, hop-driven pils, perfect for summertime consumption. ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans and draught

Samuel Adams Rebel Rider IPA A bold yet mellow IPA, this casual, session IPA has all of the hop character of a West Coast-style IPA, but with a golden crispness and lighter body to fit those laid back, anytime days. Bursting with bright citrus Sly Fox Helles Golden Lager and grapefruit notes, with hints of A perennial favorite, this German-style golden pine, this beer has a soft lingering lager is light-bodied with a gentle, dry finish. bitterness that brings you back Imported German pils malt and Saaz and for another sip. This year-round Hallertauer hops shine through in this GABF brew is perfect for those lazy Bronze medal-winner. The innovative 360 summer days by the pool. ABV: 4.5% can was the first of its kind when it was Packages: 12 oz. bottles and draught introduced in 2012. The wide open flavor and aroma that it delivers makes this one Samuel Adams Rebel Rouser of the fastest growing brands in the Sly Fox Double IPA portfolio. ABV: 4.9% Packages: 12 oz. cans An intense and flavorful double and draught IPA, Rebel Rouser is bold and Sly Fox 360 IPA unapologetically hoppy. It definitely packs a punch, but it’s From the brewery that created the one of flavor over pure bitterness. exciting, annual Hop Project, 360 IPA The aroma and flavor come is a dry-hopped India Pale Ale crafted from the combination of large with a combination of bold American hop doses in the kettle and dry- hops: Bravo, Cascade, Centennial and hopping (totaling over 5 lbs. of Lemondrop. This bold beer in the can hops per barrel). What shines that drinks like a glass, is the only 16 oz. through are bright hop flavors of offering from Sly Fox Brewing. A favorite pine, citrus, floral and spice, accented by at area sports stadiums, 360 IPA is the pale malts and alcohol strength for a big, flavorful brew. perfect pairing with warm weather. ABV: 6.2% This is the perfect beer to start your summer weekends Packages: 16 oz. cans and draught with. ABV: 8.4% Packages: 12 oz. bottles and draught

www.origlio.com HeadyTimes v.84 13 Programs Red Bull Art of Can Philadelphia Exhibit Red Bull Art of Can is coming to Philadelphia this fall! Red Yuengling Americana Bull Art of Can T-Shirt Contest is a nationwide The Yuengling Americana T-shirt hunt for creativity, and it’s open to contest, which allows consumers everyone, from full-time artists to to celebrate their support of Yuengling Summertime anyone with a creative flair. Build, sculpt, weld, glue, hammer, bend, U.S. troops by crafting their own Sweepstakes Americana t-shirt design, will run fold, print, tape and paint, whatever from Memorial Day through July 4th. Summer is the perfect time for beer you like! Everyone is invited to One lucky participant will be chosen drinkers to hit the sand and relax, and submit their works of art. The Red to have their artwork displayed on Yuengling would love to join them! The Bull Art of Can is a true expression a t-shirt, as well as some other Yuengling Summertime Sweepstakes, of one’s imagination, with little or no great prizes. The winning t-shirt that will run from July 5th through restrictions placed on the budding will then be sold through TeeSpring August 31st, will encourage consumers artist. This year, artists can apply to with 100% of the proceeds to post pictures of themselves with participate in one of three different benefiting Team Red, White and their favorite Yuengling beer this categories: Blue! Consumers may enter by summer. Consumers who post Physical Art – The Red Bull can posting their entry on Yuengling’s their summertime pics on Twitter or remains the primary material used Facebook page or on Yuengling.com/ Instagram with #YuenglingSummer or and is at the heart of the inspiration Americana. on Yuengling.com/summer will have for the final piece of work. the chance to win a Yuengling beach chair, umbrella cabana, and other Displayed Digital – The Red Bull can Yuengling swag! is used digitally in any 2D or 3D digital medium. It should be playable Experience Greatness with Guinness Blonde and displayed on a monitor. and the ICC (International Champions Cup) Interactive Installation – Installation art that has real world or physical The 2015 International offer alongside a quality interactive components. Champions Cup will be beer such as our recently an international affair launched Guinness The project will culminate in a with more fans and more Blonde American Lager.” premium art exhibition at Dilworth excitement than ever Plaza where the selected pieces In total, 10 teams from before! will be displayed and the top three around the globe will pieces of Physical and Digital art As the presenting sponsor compete in the 2015 will be awarded prizes, as well as of the International International Champions the winner of the Installation piece. Champions Cup in North Cup North America A panel of judges, consisting of America, the Guinness Presented by Guinness. credible art community judges, brand will be hosting This summer, Guinness will use will select the winners that will be in-bar and onsite stadium events the platform of the world’s best in announced on the opening night of in local cities where the matches soccer to showcase Guinness Blonde the exhibition. The top artists will have will be taking place throughout the American Lager, reaching 100MM+ their work displayed on billboards U.S. “Guinness has always been passionate soccer fans in the U.S. throughout Philadelphia and other an advocate for sports all around Guinness Blonde Lager is the #1 new advertising outlets. the world, and we’re proud to have beer brand launched over the last been such an integral part of the Red Bull Art of Can has not been year and is driving incremental growth ICC’s growth,” said Guinness Brand held in Philadelphia since 2007, so across all markets. The marriage of Director Emma Giles. “The ICC is a this is extremely exciting! Applications Guinness Blonde American Lager and great opportunity for Guinness fans to take part in this event will be the ICC Soccer tournament is one and soccer fans to enjoy some of the accepted until June 15th. For more that is sure to drive excitement in the most premier clubs the world has to information and to register for the summer of 2015. event go to redbullartofcan.com. 14 HeadyTimes v.84 www.origlio.com Programs

Coors Light Summer DJ Influencers Philadelphia has been home to DJ Royale, DJ Meat5z, and some of the most influential DJs DJ Sev-One will be available in the world – DJ Jazzy Jeff, DJ to YOU throughout June, July, AM and Diplo, to name a few, and and August. The Coors Light DJ Coors Light thinks it’s important to Ambassadors will spin the hottest highlight the best DJs in the area. Amp hits and provide the ultimate That’s why Coors Light is partnering refreshment for Coors Light with 96.5 Amp Radio to present consumers at the hottest parties the DJ Influencer Campaign. Along this summer! Amp will also drive with Amp, a team of Coors Light DJ consumers to key accounts through com, 965Amp.com, and Eventful Ambassadors including DJ Bonics, on-air promos and online through personalized-recommendation DJ Xtina, DJ N9NE, DJ Montone, branded microsites, CBSPhilly. platforms.

Blue Moon Belgian White Belgian-Style Wheat Ale 20th Anniversary Paint the Glass The Blue Moon Paint the Glass program allows consumers to artfully craft their very own masterpieces using paint pens on a commemorative 20th Anniversary Blue Moon glass. Tools like coasters, table tents and mini chalkboards can be used to decorate your account for a Paint the Glass Night. Flexible phone stands encourage consumers to snap pictures and share their experiences on Facebook and Twitter. The Blue Moon Paint the Glass Program will continue throughout the month of June and is a turnkey solution to engage consumers to stay longer and buy more beer.

Redd’s, Light & Blue This summer, MillerCoors is using the brands in its portfolio to create Redd’s Ale-Ternative thematic POS around America’s Summer favorite season and summer This summer, pick different with Redd’s holidays. Redd’s Apple Ale, Coors Apple Ale, Strawberry Ale, and Green Light, and Blue Moon are teaming Apple Ale. Redd’s is one of the fastest up to create the Redd’s, Light & growing flavored malt beverages in the Blue campaign. Leverage three category, and consumers reach for it highly profitable brands together on when they want to drink something specialized point-of-sale materials to out of the ordinary. Encourage them increase basket ring around these to break their routine using disruptive key holiday periods. apple-themed displays at retail this summer.

www.origlio.com HeadyTimes v.84 15 Programs Modelo Especial: The Official Beer of the Beautiful Game Any brand can talk of a great 2014 World about soccer, but Cup performance as the only one beer has U.S. Team Captain, Clint the authenticity and Dempsey became the first substance to talk U.S. player to score in about The Beautiful three consecutive World Game – a game that Cups! Dempsey continues can be played with a to be a proven winner, and few friends and a ball with these successes, he on the streets of South is top-of-mind and strongly It’s Always Summer America or by super-stars and viewed appealing to target consumers. by billions around the world; a game Miguel Layun is quickly becoming with Corona that truly requires a team effort vs. a household name in the U.S. and This summer, everyone gets something the talents of one individual; a game was recently declared the best fútbol extra with Corona! Because Corona IS that connects athletes, action and player in Mexico by the Latin Times. summer, this season, the iconic brand emotion in a seamless beautiful Layun strongly appeals to multi- will inspire new drinkers by bringing dance; this is what elevates soccer generational Mexicans and Mexican summer to them. When consumers from a sport to a beautiful game. soccer fans across the U.S. open a Corona, they will have the And these are also the qualities that In 2015 consumers will have chance to win hundreds of daily Modelo Especial embodies. This beer the chance to win a trip to meet summer prizes and be rewarded with a has integrity, it’s straightforward and Clint Dempsey or Miguel Layun, piece of summer by receiving exclusive approachable, quietly confident, and experience the Beautiful Game and offers from selected partners at it has style. Modelo Especial is the have weekly chances to win official CoronaUSA.com. 2015 will also see all Official Beer of the Beautiful Game. gear via in-pack codes entered at new Corona bilingual summer promo In 2015, Modelo Especial will ModeloSoccer.com. Dual language packaging with in-pack codes. Bilingual continue its partnership with Clint POS, display enhancers and bilingual on and off-premise POS will support Dempsey and begin a partnership promo packaging will support this Corona’s biggest promotion ever! with Miguel Layun. Coming out awesome program.

Celebrate Father’s Day with Victoria Father’s Day is a very important time of the year for the Hispanic consumer. It’s a time to show their fathers how important they are through bonding and storytelling. It’s all about celebrating and giving thanks for all they have done for them, making it the perfect occasion to feature a beer that truly embodies the Mexican heritage that’s worthy of dad. To commemorate the 150th anniversary of Victoria, a celebratory mark will be used across all POS as well as limited edition packaging (for Fiestas Patrias).

Uncap Pacifico In 2015, Pacifico is continuing its also be available for further market successful Yellow Caps campaign specific customization. by offering an all new POS bundle, New GPS coordinates will be printed leveraging the imagery that brings the on actual bottle caps, leading Pacifico lifestyle to the forefront by to a location that embodies the supporting locally-relevant activities. adventurous lifestyle of Pacifico A new off-premise ‘dock’ display drinkers. Consumers will use the has also been added to the bundle, coordinates to either visit these providing local markets with an eye- places for themselves or visit catching, modular footprint piece that DiscoverPacifico.com to read stories will become a true Pacifico beacon and watch videos about the locations. at retail. Additional add-on pieces will

16 HeadyTimes v.84 www.origlio.com Programs Great Lakes. Great Stories. Great Lakes’ refreshed packaging includes discoverable elements that tell the Great Lakes Brewing Company story. This summer, Great Lakes is asking fans to share their own Great Lakes stories and memories. Consumers will be asked to post photos of themselves responsibly enjoying Great Lakes beer in its new packaging, along with a short GLBC-inspired quote or memory, using #FriendsofGLBC on Twitter or Instagram. Consumers can also upload photos and stories directly to friendsofglbc.com, GLBC’s fan photo site. Each week through Labor Day, Great Lakes will give away a GLBC-branded steel-banded Coleman cooler to one entrant with a creative photo and story. Get the full details at friendsofglbc.com.

Magners Unveils Revamped Website What’s Your #UFOWhite Magners has updated Adventure? their website with Now through June 25th, UFO White fans a new design that are invited to share their #UFOWhite brings the brand’s Adventures! Once the adventure has story to life, while been shared, they’ll be entered for the creating a crisp chance to win a trip for two to Boston, user-friendly Austin, or Fort Myers – for more UFO experience for White adventures! For details visit consumers. The site UFObeer.com. also features a cider locator, blog and plenty of information about Magners Cider. Check out USA.Magners.com today!

Dogfish Head Partners with Dogfish Head Analog-A-Go-Go the Firefly Music Festival What happens The Firefly Music when craft worlds Festival is a can’t- collide? Analog- miss, summer A-Go-Go! This tradition for sensory experience music fans from to end all sensory around the world, experiences is back and Dogfish Head is and better than excited to continue its partnership this summer. This ever! From June year’s festival, from June 18th through June 21st 11th through the at The Woodlands in Dover, Delaware will include 13th, there will be loads of live music, an outdoor bazaar, a coffee three days of vinyl, house, a hammock hangout, a beercade and The live music, cask Brewery, an on-site craft beer bar, where festival beer and artisans of goers will be invited to sample a large variety of all kinds at Dogfish Dogfish Head’s award-winning beers inside an Head Craft Brewery air-conditioned lounge with live-streaming festival and Dogfish Head Brewings & Eats – what more could performances! Firefly and Dogfish Head are also you want?! Head to Dogfish.com/analog-a-go-go for more proud to serve Firefly Ale, a Dogfish Head pale ale, details and to purchase tickets. There are only 1,000 specially brewed for the festival! available. It’s first-come, first-served, so act fast!

www.origlio.com HeadyTimes v.84 17 Programs Dos Equis Luna Rising As the sun sets and the moon comes out, there’s a certain energy that can transform any day into something legendary. With the moon as your guide, the path toward the most interesting is illuminated to all who stay to see it. This summer, Dos Equis aims to own the transition from day to night, Heineken Cities: focusing on the unique energy and mystery of the moon. This new Phase Two program capitalizes on the fun and Heineken believes that true insiders possibility of nighttime occasions. never simply let things happen – they Digital party planner, Evite will keep Dos Equis top of mind with make the most of every moment, customized Luna Rising party invites for consumers to utilize wherever and whenever that may be. throughout the summer. Consumers will have the chance to win This summer, Heineken is inspiring a trip to a Luna Rising party via limited-edition bottle codes or by consumers to discover and share hashtagging their #LunaRising celebration on Instagram. unique experiences each time they interact with the brew, whether in-store, at a bar, or going about their day. Discover Ritmo Sonico with Heineken From Memorial Day through Labor Day, What happens when you combine some all Heineken Lager, Light, Dark and of the best Latin music and a premium limited-edition Cities of the World bottles beer? A once-in-a-lifetime Latin music can be scanned using an augmented event: Ritmo Sonico! reality (AR) app: Blippar. With each product scan, shoppers can enter a As a platform to showcase the Latin sweepstakes to win a grand-prize trip to music movement, Ritmo Sonico features be an “insider” of the city of their choice the hottest artists of diverse Latin music (one of 14 featured Heineken cities), as genres and styles. This August, Ritmo well as other occasion-relevant prizes to Sonico will feature well-known artists for a drive frequency. night to remember in Philadelphia. With the app, consumers can virtually Engaging POS will encourage consumers customize their bottles, share what’s to enter to win two VIP tickets to Ritmo cool around them, discover a variety Sonico. Visit facebook.com/heineken for of savings, and more! When they event dates and details. choose Heineken, they can bring summer to life anywhere.

Celebrate Independence Eve with Newcastle If you don’t have to go to work, then it Impactful POS with stopping power creates must be an important day. Newcastle is awareness and encourages consumers to encouraging Americans to extend their July purchase Newcastle Brown Ale for their 4th weekend by starting the celebration Independence Eve celebration. Consumers early and drinking Newcastle on July 3rd, have the opportunity to submit “Thank Independence Eve. Since most people will You” videos on Instagram for a chance to be off work on July 3rd, this timely, party- win a trip to England. “Thank You” videos relevant holiday resonates with anyone allow consumers to interact with the brand looking to have fun during a long holiday. and thank Newcastle for giving them the Newcastle thinks that it’s only polite for day off. No work on July 3rd – you’re people to thank the brand that created welcome! such a wonderful holiday.

18 HeadyTimes v.84 www.origlio.com Programs Hit Refresh on Summer with Strongbow After yet another sweltering summer ever, thanks to the global experts in day, making the decision to have a truly refreshment. Start with a fresh glass rewarding summer night is easier than of ice, pour in Strongbow hard cider, then add friends. Easy as 1-2-3, you’ve created your own little urban oasis to escape summer’s oppressive heat. Celebrate Enticing in-store POS and display FEESTDAG enhancers highlight Strongbow as the upscale cider brand that is the best. July 21st commemorates the anniversary of You couldn’t wait for the day to end; Belgium’s separation from the now you can’t wait for the night to Netherlands in 1831. In Belgium begin. Make the refreshing summer this is called FEESTDAG (which choice with Strongbow over ice to translates to Party Day). Given Philly’s revitalize your day, take on the night, rich history for appreciating great beer and experience the best summer ever. from Belgium, this celebration should go on for a week, not just one day! PALM and Rodenbach are combining forces by inviting all to celebrate Belgian beer, the whole week long! POS, promotions and samplings will be available, so join-in the fun with specials, Belgian-themed menus or toasts using branded glassware and celebrate FEESTDAG!

Cape May Brewing Company Allagash and I… Brewery Tours On a tour of Cape May breweries This year marks the 20th Anniversary of Allagash Brewing Co. and to thank (there are two of them, both located fans for 20 years of support, Allagash is inviting people over the summer to at the Cape May Airport), you’ll learn share pictures of special moments in their lives where they include Allagash. the history of CMBC and get a behind- Consumers will simply share stories and pictures on Instagram and Twitter the-scenes look at production. The with the hashtag #AllagashAndI. Allagash will share some of their favorite beachside brewery churns out award- stories as well with their tens of thousands of online followers and provide winning recipes in both a 15-gallon special surprise treats for a lucky few! and 30-gallon brewhouse before packaging the final product in a new The Oskar Blues Ordeal bottling line. A few sips and you’ll know why these guys, out of 150 breweries, The Oskar Blues Ordeal Rock Tap House in Denver took home the People’s Choice consists of all-day bus and show them around Award at the Atlantic City Beer and rides that offer attendees the Oskar Blues digs in Music Festival. Check out the brewery of the Great American Longmont and Lyons as website: capemaybrewery.com/events Beer Festival and craft beer lovers well as the Hops and Heifers Farm. for more information. the chance to go backstage at ALL Oskar Blues will serve up classic Oskar Blues locations during the and specialty beers all day and week of the festival (Sept. 24th keep Ordealers well-fed with BBQ – 26th in Denver). Tickets will be and Cajun-style meals. Surprises available starting in July until they of the “beery” variety lurk around sell out at obordeal.com. each corner all throughout the Oskar Each day, Oskar Blues will pick up Blues network of customer-focused “Ordealers” outside of the Falling businesses. photo by Frank Weiss www.origlio.com HeadyTimes v.84 19 RetailEDGE Segmentation and Target Marketing By George Latella

Over the past year, we have discussed Food Marketing Strategy, Brand Strategy and Marketing Planning. An understanding of these is essential to the success of any business, especially one that deals directly with the consumer. Now that we have “planned our work” we need to “work our plan.” The first part of this process is identifying who your customers are, and more specifically, who your BEST customers are.

If you’ve never heard of Pareto’s principle, you probably What do they buy/consume? (Craft beer, seasonals, have heard of the 80/20 rule. The premise is that top established brands, cans/bottles/draught beer) 20% of your customers represent 80% of your volume, or Use your POS system to create a spreadsheet by category, profits. If you take this one step further, you will see that container, size and style. You will then be able to sort the top 4% represent 64% of your volume or profits. If you and rank the data. See if the 20/80 rule applies to your believe in this principle, some important questions arise. products/services. “Do you know who these people are?” When do they buy/consume? (Morning/night, weekday/ If you do, do you treat them any differently? weekend, special events, seasonally) If your POS system has a time/date function, keep track of If you don’t, how can you find out who they are? what is sold and when. This will help with inventory control This is something you can do on your own, or hire a and staffing. marketing firm to find out for you. Where do they buy/consume? (On-premise, off-premise, Either way, you want to identify, who, what, when, where, at home, at events) why and how. Why do they buy? (Thirst, to try something new, to be The first step in the process is called segmentation. social/share with friends, to take to a party) This involves putting people into groups based on How do they buy/consume? (Alone, with friends) criteria that describe them. It can be characteristics like The last three questions will require a bit more work and demographics (age, gender, ethnicity, income, education can be as formal as a questionnaire or as informal as etc), geographics (where they live, where they work, where asking your best customers a few questions. You can do they shop), psychographics (attitudes, interests, lifestyles) this yourself or have a professional do it for you. or behaviors (how do they use your product/service). Once you segment the market, you need to identify We use the following questions to get to the center of the who your “Target Market” is. Which primary group of issue: people are you going to market to? This will help with your Who is your customer? (Male/female, old/young, ethnic/ Marketing communications. Finally, you need to position white, blue collar/college educated) your brand in the minds of your customers. Keep track of the people who come into your business. In the next issue, we will discuss Millennials, who have Set up a spreadsheet or tracking system. You want the become the largest target market for many food and people who deal with your customers the most to have beverage companies. control of this process.

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.

20 HeadyTimes v.84 www.origlio.com The BeerGUY Fruit Beers Get Their Time in the Sun By Steve Hawk Fruit-style beers I wanted to dig a little deeper to brewery’s pineapple hefeweizen, don’t get nearly the determine which fruit beers are the I Love Lamp, is a delicious mix of praise or hype they true standouts and what the trends banana, pineapple and clove flavors deserve. They are are for the style this summer. – a perfect beer to sip in the sun. often dismissed as I posed those questions to Mike The creativity and artistry of brewing “beginner” beers “Scoats” Scotese, Philly beer legend fruit beer doesn’t stop with the citrus or even called and co-owner of The Grey Lodge Pub, or berry varieties that have been the “girly.” But that’s Hop Angel Brauhaus, and the soon- most common. Many breweries are not the case at all. And besides, you to-open SawTown Tavern in Northeast now experimenting with fruit flavors can findnatural fruit flavors in non-fruit Philadelphia. that one would not typically expect in beers such as the orange citrus flavor a beer. Unibroue in Chambly, Canada of a hoppy IPA or the natural hints of “Historically, when fruit was added offers Éphémère Apple and Éphémère banana in a Belgian farmhouse ale. to a beer, it was very clearly labeled Cranberry, the first of which is brewed When brewers introduce the right mix in the name,” said Scoats. “The fruit with a mouthwatering bouquet of of added fruit to beers, they showcase was definitely a key selling point. If Granny Smith Apples and the second flavors in creative and artistic ways. In you had a Sam Adams Cherry Wheat with a selection of slightly tart fact, some of the most well respected for example, you knew it was going to cranberries. Both are light, refreshing breweries have been brewing fruit have a strong cherry presence.” beers that are finely-crafted, well- styles for years. Critically acclaimed “Now fruit is becoming a recognized balanced and created from world- beers like Sly Fox Raspberry Reserve tool in a brewer’s bag of tricks class recipes. And, this summer,

“Fruit-style beers don’t get nearly the praise or hype they deserve.” and Weyerbacher Riserva are big, to make a great beer,” Scoats Unibroue will release Éphémère Pear, complex brews that even the most continued, “and blood orange is the accomplishment of a “pearfect” “manly” beer drinker would appreciate. emerging as a dominant flavor. Sam balance between the delicate Adams Cold Snap was a pleasant sweetness of mild, ripe pear and the Summer is the season when this surprise. The orange and plum flavors refreshing acidity of a lightly spiced unsung hero of the beer world finally made for a really tasty witbier.” white ale. gets its time in the sun. It’s a time when more refreshing and slightly Intrigued by Scoats’s references to Two stand-out beers from Dogfish sweeter drinks become desirable. Fruit “blood orange,” I wanted to see which Head Brewery in Milton, Delaware beers are a great alternative to the big, summer beers are embracing that are Festina Pêche and Aprihop. roasty beers we’ve been drinking all flavor. One that stands out is Superfuzz Festina Pêche is a unique style that winter. They are great for picnics, ball Blood Orange Pale by Elysian Brewing in few breweries attempt. It’s a Berliner games, a day at the beach or any Seattle, Washington. It’s a pale ale with Weisse, which typically features outdoor activity. a strong punch of blood orange flavoring a hint of tartness. In this case, it that blends perfectly with its special aligns perfectly with the fresh pureed So, which beers immediately come mix of northwestern bittering hops. peaches used in this brew. Aprihop to mind? Without question, any fruit- is an exception among fruit beers, infused wheat beer tops the list. Wheat Other citrus standouts include as it is very hop-forward and slightly beers tend to be light in alcohol, very Lexicon Devil Grapefruit Pale Ale higher in alcohol content, weighing in drinkable and refreshing. Excellent from Spring House. The Citra-heavy at 7% ABV. examples of these beers include 21st seasonal is loaded with grapefruit Amendment Hell or High Watermelon zest and cold-pressed grapefruit While it still may not be socially Wheat, Samuel Adams Cherry Wheat, juice. Tart and refreshing, this brew acceptable to order a mango wheat Sea Dog Wild Blueberry, and a few is the perfect summer quencher, and beer at a ball game with your from the Abita Brewing Company, it’s available in cans! Evil Genius’ buddies, I hope this article puts to Purple Haze, Strawberry Harvest and grapefruit pale ale, Turtle Power, rest some of the misconceptions Lemon Wheat, all of which are brewed brewed and dry-hopped with Citra about this truly enjoyable, versatile with copious amounts of fresh fruit hops, flourishes with tropical, tart and exceptionally well-crafted genre. added at different points throughout and juicy grapefruit flavors. And the the brewing process. www.origlio.com HeadyTimes v.84 21 ®

3000 Meeting House Road Philadelphia, PA 19154

Corona Light Hits the Road with Toast Our Troops with Kenny Chesney Shiner Beer Shiner proudly announces the return of their This summer, Corona Light will be hitting the road extremely popular Toast Our Troops promotion this with Kenny Chesney for his 2015 Big Revival tour! summer! Since 2011, this program has raised almost To promote the Corona Light/Kenny Chesney tour, $500,000 for the Boot Campaign, a grassroots Corona Light will provide 360° support, including a initiative that was started in 2009 by five Texas new national TV ad featuring Chesney and a national women now known as “The Boot Girls.” The Boot consumer giveaway that includes 10 VIP trips for 2 to Campaign raises money for military veterans by selling South Florida for a Private Corona Light Kenny Chesney the same type of boots worn by many of our soldiers. concert! Secondary prizes including autographed Kenny Every pair of boots sold at bootcampaign.com funds Chesney memorabilia will also be given away as part programs that meet the physical and emotional needs of the promotion. POS will drive consumers to upload of returning troops. Job placement, physical therapy, photos to Facebook and Twitter with a special hashtag, and PTSD counseling are just some of the programs showing their love for Chesney for a chance to win. that the campaign supports. Shiner is committed Local tour dates will be promoted with ticket prizing, to making 2015 a record breaking year! They have on-premise activities and POS bundles including a new pledged to donate $0.50 for every case sold of Kenny Chesney standee! specially marked, “Toast Our Troops” Shiner Bock 12 pack cans available throughout the month of June.