The Best Light Beer in the World

Winter 2020 | V.107

SAINT ARCHER GOLD THE BEST LIGHT BEER IN THE WORLD

Delivering Excellence Seasonals Rethinking Retail New Products Programs STOUDTS BREWING COMPANY | WINTER SELECTIONS | ENGAGE SHOPPERS OF ALL AGES Letter toTHE TRADE Dry January was just the beginning… ot too long ago, “extreme beers” were all the In This rage. But now the pendulum has swung in the ISSUE Nother direction and consumer insight & analytics company Social Standard has the numbers to prove it. The company, which monitors online conversations among Delivering the consumers, reported that discussions about high-octane Taste of Excellence ��1 alcoholic beverages are down, but chatter about low- and no-alcohol products is up 80 percent. Back in October, BeverageDaily.com spoke with Social Standard CEO Devon Cover Story ��2 Bergan, who explained the significance of their finding: Brewer Highlight ��4 Data suggests that moderation isn’t just a fad – it’s a trend likely to have major repercussions for the beverage alcohol Bensalem Beer & Soda ��5 industry… but consumers are still in search of flavorful, refreshing options. High-quality, innovative brands that Beer Wall on Penn ��6 align themselves with moderation will own the category. As unsexy as it sounds, moderation is an easier win than telling New Products ��7 consumers to abandon alcohol entirely. Seasonal Selections �� 13 Therein lies your opportunity. And for on- and off-premise establishments, the selling story is the same. Customers don’t have to settle for beverages Available Year-Round that are inferior substitutes for the “real deal” when they can choose new, �� premium products that suit the occasion, their mood & lifestyle. And they don’t Perfect for the Season 18 have to sacrifice quality or taste for the sake of moderation. Convey to your customers that a flavorful, better-for-you “drink of choice” is an upgrade – not Programs �� 19 a punishment masquerading as a healthier option. Rethinking Retail �� 25 Our cover story featuring Saint Archer Gold is a case in point; an above- premium, authentic, lifestyle beverage that is low in calories & carbs that doesn’t skimp on taste. And as I said before, there are many new products beyond beer that are low in carbs & alcohol, waiting for you to discover. Corona Hard Seltzer Variety Pack delivers tons of flavor with zero grams of Web ordering is now available to carbs or sugar. Dogfish Head and legendary Belgium brewery Rodenbach all Origlio Beverage customers. collaborated on Vibrant P’Ocean, a kettle sour two years in the making, To place your beer order online, bursting with berry and lemon flavors. (Its ABV is a mere 4.7%.) head to weborders.origlio.com Consumers are on the lookout for new tastes, a new story and a new experience. This edition of Heady Times is filled with the innovative, flavorful To receive weekly emails & better-for-you products customers are looking for. That sounds like an of upcoming releases from opportunity to me. Origlio Beverage, please send your email address and the As always, thank you for your business. See you in the New Year. name of your account to [email protected]

Dominic Origlio President ®

Heady Times is published five times a year, courtesy of Origlio Beverage. DeliveringTHE TASTE OF EXCELLENCE Origlio People Get The Job Done Derek Beane On-Premise Account Manager How long have you been with the company? 17 years. What other positions have you held in the company? I’ve been all over the place... I started out as sales relief in Lancaster county. After that, I was promoted to on and off-premise account manager in Lebanon County. Following that, I moved into a route in Berks County. I’m currently an on-premise account manager in Lancaster County. I’ve help their business and our brands. Being been in this position for about 5 years. Time really flies! a good multitasker is definitely another What does your current job entail? I build relationships with my helpful quality to have to achieve success. accounts and provide the products, knowledge, service and tools to help What do you like to do when you’re not them grow their businesses. working? When I’m not working, I really What do you enjoy most about your job? I enjoy the great people I enjoy traveling. I love seeing new places get to see on a daily basis. I also like the diversity of all the products and taking in the local sites and activities we offer. This industry is constantly changing, which makes it fun and while I’m there. I also enjoy mountain different from week to week. Seventeen years ago, I never would’ve biking and playing golf. guessed I’d be in this business, but now I can’t think of anything else I’d If you could be anywhere, drinking any rather be doing! beer, where would you be and what What does it take to be a top-notch salesman? You have to be goal beer would you have in your hand? I’d oriented, a good listener and a problem solver. You need to be able to be sitting by a pool somewhere tropical work together with the establishments in order to build relationships to drinking a Modelo Especial. Jim Beidler Off-Premise District Manager How long have you been with the company? Over 24 years. What other positions have you held in the company? I’ve held numerous positions. I’ve been both an on and off-premise sales rep, a key account sales rep, an on-premise district manager and, currently, an off-premise district manager. What does your current job entail? Being the off-premise district manager for most of Berks County and all of Lancaster County means my team understands and meets their daily, managing my sales team to promote the whole Origlio portfolio to ensure weekly and monthly sales objectives. we are winning at retail day in and day out. Part of this includes making sure our portfolio is merchandised, displayed and priced correctly for What do you like to do when you’re not consumers. I also conduct work-withs with my sales team, to identify working? I like spending time outdoors, opportunities in the trade, to increase sales and presence in the market golfing with my wife and friends and and ensure all monthly sales objectives are achieved. Most importantly, spending time with my family. I work with my team to provide them with growth objectives and industry If you could be anywhere, drinking any knowledge to be successful sales representatives. beer, where would you be and what beer What does it take to be a top-notch sales manager? Strong would you have in your hand? I’d be organizational and listening skills, the ability to communicate effectively with sitting on the porch of our family cabin in customers and excellent customer service. As a manager, I need to ensure Sullivan County with a Coors Light.

www.origlio.com HeadyTimes v.107 1 CoverSTORY Saint Archer Gold: “The Best Light Beer in The World”

Early test markets show it’s already attracting a strong following. In the four markets where the beer was tested, a whopping 53% said they would spend their own money on the product. That speaks volumes. (Most test marketers are happy if 30% of those who sampled indicate they would purchase it, if left to their own devices.) “Our team spent a year getting the taste of Saint Archer right,” says Verdu. “It is slightly more hop-forward in flavor than other light beers, but it’s still crisp and refreshing. And it’s a more upscale alternative to most light beers.” Saint Archer Gold was crafted in response to two major industry trends: the huge growth in above-premium, lower-calorie, Saint Archer Brewing President Brad Nadal low ABV beers (Gold clocks in at just S MILLERCOORS RELEASES THEIR WHITE-HOT BRAND SAINT 4.2% ABV and is one of the lowest-calorie Archer Gold nationally, the taste and quality of the liquid underscore lagers in the market) and the renewed Awhy some call it the best light beer in the world. Low in calories, but interest in flavorful, light lagers desired by bursting with flavor most light beers can only dream of, Saint Archer Gold is modern consumers. attracting “mindful millennials” back to the beer category. Brewery president Verdu went on to explain that a helles beer Brad Nadal has recognized that active-lifestyle millennial consumers are this good could only be made by a team looking for an authentic drink to join them in their pursuit of happiness – a of highly skilled brewmasters. “This style is beer that doesn’t hold them back, a “light for the journey.” regarded by many as the absolute pinnacle Enter Saint Archer Gold. of brewing science and art. The beer must mature for a long time – about six weeks A helles-inspired lager made with Noble hops, Saint Archer Gold has – and there is no room for error. Any off made huge waves in initial test markets. At 95 calories and only 2.6 flavors have no place to hide.” All that hard grams of carbs, Saint Archer Gold fills what Nadal calls a “white space work has paid off – Verdu and his team for taste and lifestyle authenticity in the above-premium light space.” believe that “the stars really aligned” when Saint Archer’s aim with Gold was to create a “beer that appeals to they created Saint Archer Gold. The liquid is Michelob Ultra drinkers, who have prioritized lower carbs and calories that good. over flavor and quality.” Founded in San Diego by Josh Landan Mindful millennials are seeking brands that embrace a life of balance in 2013, with the help of a group of and self-actualization [see sidebar: what is a mindful millennial?] just professional surfers, skateboarders and . like the Saint Archer brewers. This validates the brand’s authenticity snowboarders, Saint Archer was born out “When consumers taste the liquid, they buy it for its flavor,” said Paul of his team’s “commitment to following the Verdu, vice president of sales & marketing for Tenth and Blake, the path less travelled, and the realization that MillerCoors craft and import division. “That’s when we decided it wasn’t sometimes when you’re going down a road an exaggeration to call it ‘The Ultimate Light Beer.’” Nadal points out, “We’re essentially the opposite of Ultra. We aren’t about the finish, we aren’t about the end game or being the best… we’re about being in the moment… the journey. Being there for our consumers’ passions, whether that’s art, music, sports, outdoors etc. We want to be there for our consumers along the way, as they do the things they love.” This is the Saint Archer lifestyle. “Our founders came from all walks of life: skaters, snowboarders, surfers, photographers, artists, musicians, who all came together to brew beers that fit who we are and what we love.” Saint Archer Gold reflects that belief: a go-anywhere, taste-forward, low-carb, low-cal brew that is perfect for the journey.

2 HeadyTimes v.107 www.origlio.com CoverSTORY What is a Mindful Millennial? untraveled by others, • Millennials are young adults between 24 & 39 years you might want a light of age. for the journey.” Once • Mindful millennials are defined by their aspirations. again, that authenticity and mindset speaks to • They strive to live each and every day with purpose & active, health-conscious find community with like-minded individuals. 21 to 39 year-olds. • They refuse to be defined by any one role in their lives – Since the launch of the job title or parenthood, for example. first nationally-available • Quality of life is their Holy Grail. American light beer back in 1975, the beers of • Overworked and stressed out, these individuals seek the category have been well-made brands that complement their active lifestyles appreciated for what and won’t hold them back. they lack – fewer carbs, The mindful millennial’s life is a journey less calories and less alcohol – compared to their full-figured brethren. And while and Saint Archer Gold is the beer they they do taste like beer, drinkers accepted reach for when they need an emotional & the reality of the situation. Most true beer genuine breather. lovers understood that they couldn’t enjoy their beloved beverage and maintain a healthy-ish lifestyle, without sacrificing What You Need to Know About something. And that something was Saint Archer Gold exceptional flavor. • Saint Archer Gold appeals to above-premium shoppers But that was then, this is now. age 21-39, who make 50% more beer trips and spend Saint Archer Gold represents the future of 16% more per trip. beer. An above-premium, authentic, lifestyle • Available in draught, as well as 12 and 16 oz. cans, beer that is low in calories and carbs, that Saint Archer Gold is priced in line with the growing, doesn’t sacrifice taste. Most importantly, above-premium segment. it’s the new benchmark for a beer segment that generates 85 percent of the industry’s • There is a 26% lift in sales when shelved and priced volume. For Nadal and his team, the sky with Mich Ultra. is the limit for Saint Archer Gold. “We’re • Nearly half of all Mich Ultra drinkers are over 50, while confident we have a winner here,” says Saint Archer Gold appeals to younger consumers. Nadal. “Once we get the consumer to try it, we win! We’re excited to align with the • Sampling this crisp, light-bodied lager has resulted in a team at Origlio and get this Ultimate Light boost in sales in early test markets and remains central Beer to their retailers and in the hands of to MillerCoors’ national launch strategy. our consumers!” MillerCoors will support the brand with a full media package, including television spots, a “When consumers digital and social media campaign, outdoor advertising, sampling events and a presence taste the liquid, they buy it at MillerCoors-sponsored venues and events. for its flavor, that’s when we decided it wasn’t an exaggeration to call it ‘The Ultimate Light Beer.’” – Paul Verdu

www.origlio.com HeadyTimes v.107 3 BrewerHIGHLIGHT Carol Stoudt of Stoudts Brewing Company N TODAY’S OVERCROWDED BREWING landscape, it’s easy to forget about the tried and Itrue breweries in our own backyards. The Stoudt family has been brewing in Adamstown, PA for over 30 years and, as pioneers of the industry, have paved the way for many breweries today. While some drinkers might be out searching for the newest beer and brewery to try, this OG of the industry has more than enough to offer. Heady Times talked with Tom Miller, a representative from Stoudts, to find out a few things you need to know about the brewery.

1. Ed and Carol Stoudt started Stoudts Brewing Company in 1987. At the time, it was Pennsylvania’s first “microbrewery” and one of just 73 breweries in the United States.

2. Carol Stoudt was also the first woman to open a brewery since prohibition.

3. Today, Stoudts Brewery has an annual capacity of 15,000 barrels.

4. Gearshifter IPA, Golden Helles Lager and Pils will be available year‑round in 2020, with APA, Scarlet Lady and Fat Dog making seasonal appearances.

5. Double IPA will have limited availability, but will see a reformulation and new packaging mid to late summer.

6. The brewery’s newest series called “Queen of Hops” is centered around using innovative ingredients and techniques to produce unique interpretations of popular beer styles. “It’s the love of creating beautiful beers one batch at a time,” says Carol Stoudt. Next to be released in the series is a hazy IPA.

7. Stoudts also has a 1-barrel pilot system that the brewers like to play on. Most of the beers brewed with this system are served in the restaurant, called Black Angus, which is adjacent to the brewery. If the beer is a success there, they’ll brew it on a larger scale.

8. Early next year, Stoudts will be collaborating with another local brewery, Sly Fox. Look for this black lager in 16 oz. cans and on draught. It will also be served at joint promotions the breweries will be hosting.

9. 2020 will be the 41st year that Stoudts will host their Oktoberfest celebration.

10. In addition to Oktoberfest, the brewery hosts numerous events throughout the year, including open mic nights, cyclocross, running races, beer fests and art fests. The beer hall is also available for weddings, corporate events, private parties, etc. year‑round.

4 HeadyTimes v.107 www.origlio.com Off-PremiseSPOTLIGHT Bensalem Beer & Soda How Team Efforts Drive Quality Over Quantity LANDMARK IN BUCKS COUNTY, FAMILY-OWNED BENSALEM BEER & Soda has been around for ages. Located on a prime corner of A the always-busy Street Road, the store’s dedicated managers have made it a priority to maximize shelf space to accommodate as many new products as possible. Staying current with the industry’s latest trends and delighting their customers with superior service, selection and a great shopping experience are their priorities. Heady Times sat down with Andrea Siegfried, the store manager at Bensalem Beer & Soda and From left to right: Warehouse Manager Mike Skelton, Assistant Store warehouse manager, Mike Skelton, to learn what goes into the day-to- Manager Jennifer McGinley and Store Manager Andrea Siegfried day operation of such a massive store. Heady Times (HT): Can you tell us more about Bensalem Beer & Soda and the operation you’ve got going on here? Andrea Siegfried (AS): We’ve been in this location since 2000 and I’ve been a part of the family business for as long as I can remember. I started doing small things to help when I was younger, but continued to gain responsibilities. I learned so much about the business during that time because of the hands-on experience. Having grown up in this industry, it feels natural to be here, and I really enjoy what I do. HT: How do you enhance the in-store HT: How has the evolution of the craft industry affected your experience for your customers? business since 2000? MS: We put a lot of effort into the store’s AS: We sell to more people, who buy more variety, but less quantity design and lighting. Expansions have given than before. Instead of buying cases, customers are buying 6-packs or us tons of space to work with, so we have 12-packs to try new things. Seltzers are huge. We’ve also had success wide aisles and the flexibility to build eye- with non-alcoholic products and even noticed a growing interest in hard catching displays that stop the shopper. coffee. We never thought we’d be going through so much Heineken 0.0 We’ve set the place up to be easy to or Lagunitas Hoppy Refresher, but younger consumers are gravitating navigate. This way, customers can quickly towards these flavorful, healthier options. find a category or brand, and grab what they need. We’ve been lucky to have gained the Mike Skelton (MS): We’ve been successful selling more single-serve shelf space to carry all the new products and cans and 4-packs at the register, which is where we highlight new properly show them off to our customers. products. Our refrigerated, single-serve section near the back of the store also does well. We offer a wide selection that is arranged by new HT: Has Origlio helped your business releases first, followed by styles. We are all about efficiency. My biggest over the years? challenge has been finding room to add more cooler doors so we can AS: Yes. Heady Times is a useful tool for stock all the products our customers want. us. Between that and all the email blasts, HT: How do you keep up with your customers’ expectations with Origlio keeps us informed about inventory everything going on in the industry? and upcoming releases. It makes things easier to keep track of. The new online AS: We have a texting system which currently reaches 900 people. It’s ordering system has simplified my weekly how we communicate what’s new. There are new products hitting the orders and allows me to be more efficient. market daily, so this helps simplify things as much as possible. As for Being able to quickly search for what I need, kegs, people tell me what they are looking for. Because they typically and have the system automatically check for only need one, I contact them myself. any discounts, makes the process smoother than before. On top of that, everyone has always been genuinely caring, from the sales team to the delivery drivers and helpers.

BensalemBeerAndSoda.com • 1919 Street Road, Bensalem • 215-639-4790

www.origlio.com HeadyTimes v.107 5 On-PremiseSPOTLIGHT Beer Wall on Penn A self-serve beer joint acing customer service. EST READING’S NEWEST BAR FEATURES SELF-SERVE BEER, but don’t let that fool you, customer service is their number one Wpriority. “The concept brings people in and great food brings them back, but customer service is what makes them regulars,” says co-owner Josh Stenchever. Heady Times sat down with the crew at Beer Wall on Penn to find out a little more about their business. Heady Times (HT): How did you get into this industry? Co-owner Josh Stenchever and head chef Ben Hinkel Josh Stenchever (JS): I’ve always loved craft beer. I lived across the street from a craft beer bar in college that had a mix-a-6 option, and that was back in the day when not every bar had a lot of craft beer. When I graduated college, I had no idea what I wanted to do, so I ended up taking a job at that bar. I eventually transferred to their sister location in Reading and worked on becoming a Cicerone. While I was barbecuing for some friends one summer, my mother said, “You look happiest when you’re hosting and talking about beer.” So I ended up getting a job at a brewery. HT: How did the idea for Beer Wall come about? JS: The idea came from my business partner, Josue Matos. He was a business major at Albright College and had to create a business plan for a project. Someone in the class had just come back from California and had been to a self-serve bar, so Josue took the idea and ran with it. He ended up creating an LLC, turning his project into a business. I was at a crossroads with my job and I had the industry experience, so I joined him. HT: What are the pros and cons of self-serve draught beer? JS: This a bartenders’ draught beer system and if you’ve never poured on something like this, it can be difficult. If you don’t open the tap all the the door feel comfortable that there was way, you’ll get a foamy beer. People can be intimidated at first. something for them to drink. We also offer consistently priced craft classics, like I wanted the bar to be right by the door so everyone that walked in could Dogfish Head. Finally, we have one-offs be greeted by the bartender and given a little intro on how to use the and limited releases. Staying well-rounded system. The biggest issue is when it’s busy and we’re short on staff, it’s is important in today’s craft beer platform tough to show every single person how to pour a beer. That being said, because no two beer drinkers are alike. the pros outweigh the cons. Customers can pour a small amount of beer to sample before they commit to buying a whole beer. There are so many bars carrying a large variety of beers, and a lot of consumers are worried they won’t like what they get. The fact that people can control how much they pour means they don’t have to sit with a warm beer. They can pour 6 or 8 ounces, sit and enjoy it, then go back up and pour more when they are ready. Lastly, keg efficiency is a big plus. I’ve been working for bars for a long time. Most bars are at 85% keg efficiency at best. Our efficiency is 90-95% – everything that’s poured is accounted for. This allows us to maintain a fair price for what we’re selling. HT: What is your beer selection like? JS: We have 38 taps – 28 downstairs and 10 upstairs. We like to maintain a diverse selection. We have a series of domestics, because if you’ve been drinking a lager for 30 years, who am I to tell you to start drinking IPAs? Our goal was to make everyone who walked through TheBeerWall.com • 619 Penn Ave, West Reading • 610-743-5744

6 HeadyTimes v.107 www.origlio.com NewPRODUCTS Saint Archer Gold Coors Pure Beer lovers who cherish their ultra-active lifestyles Consumers looking for light beers finally don’t have to skimp out on great tasting with fruit-forward flavor notes and beer when they reach for something low-cal. Saint simple, quality ingredients can rest Archer Gold is a brand-new, crisp, refreshing, light- easy. Made from organic barley, bodied lager that clocks in at just 95 calories. hops and water, the crisp, clean Brewed in the tradition of helles lagers, this light taste of this light lager – made with lager remains true to the spirit of Saint Archer refreshing hints of citrus and berry and the freewheeling lifestyles of its enthusiasts. – provides pure Rocky Mountain The launch of Saint Archer Gold will refreshment at only 92 calories excite adventurers who live their a can. Coors Pure is available in Citrus, Pure Light lives for the journey. ABV: 4.2% and Berry flavors. ABV: 3.8% Package: 12 oz. cans Packages: 12 and 16 oz. cans only (Pure Light will be available as a stand-alone and draught Availability: Now, package, while a variety pack will include all three year‑round in Lancaster, Berks, flavors) Availability: Year‑round, beginning in March in Lehigh and Northampton Counties Lancaster, Berks, Lehigh and Northampton Counties

New Look, Same Great Molson’s Blue Moon Light Sky When shoppers see Molson’s Blue Moon Light Sky is the best of Canadian, the legacy of both worlds: lots of flavor at only shared values, connection and 95 calories. It’s a lighter, more contribution to community is clear. sessionable beer that’s meant to So even with the brand’s new keep things refreshing. Blue Moon packaging, they’re not straying far fans searching for a better-for-you from what works. Keep an eye out option that doesn’t sacrifice on for a new look that celebrates the taste will love the elevated feel of Light history of great-tasting beer brewed in Canada for more Sky’s bright citrus notes. ABV: 4% Package: 12 oz. cans than seven generations – and one that nods toward the only Availability: Year‑round, beginning in February in future. Availability: Year‑round, beginning this spring in Lancaster, Berks, Lehigh and Northampton Counties Lancaster, Berks, Lehigh and Northampton Counties Keystone Light Leinenkugel’s Spritzen Keylightful Leinenkugel’s Spritzen, named after Light, fruity flavors are an important the German word for “splash,” is trend across beer, especially with about to become synonymous with younger consumers. Keylightful “refreshing.” Spritzen combines the is an extension of Keystone Light crisp effervescence of beer with the that ups the fun factor on an easy- naturally fruity notes of a seltzer. At 93 drinking brew, bringing together a refreshing splash calories and 0 grams of sugar, it’s all of raspberry and lime, with the always flavor with no compromise. Shoppers smooth, go-to beer, Keystone Light. can try all three flavors in a new ABV: 4.2% Package: 12 oz. cans only variety pack containing: Raspberry Availability: Year‑round, beginning in Lemon, Pineapple Strawberry and March in Lancaster, Berks, Lehigh and Grapefruit. Availability: Year‑round, Northampton Counties beginning in March in Lancaster and Berks Counties Cape Line White Peach Sangria Coming to Variety Packs Cape Line fans will be delighted to find a brand-new flavor, White Peach Sangria, in all Cape Line variety 12-packs. This fizzy, breezy, sparkling cocktail provides tons of berry delicious taste at only 120 calories per can. With 6 simple ingredients and nothing artificial, shoppers can enjoy all effervescent flavors, including Margarita, Blackberry Mojito and Hard Strawberry Lemonade, without compromise. Availability: Year‑round, beginning in January in Lancaster, Berks, Lehigh and Northampton Counties

www.origlio.com HeadyTimes v.107 7 NewPRODUCTS Redd’s is Getting a New Packaging Major Upgrade for Amstel Light The Redd’s products you Amstel’s new know and love will soon be packaging is more new and improved, and more refreshing, 50% easier to find on a shelf apple-forward than ever. Apple Ale with Strawberry will and more modern! Be on the lookout be sporting a new color after a special recipe change for the new packaging this winter. to bring out even more fruit flavor. The same applies Availability: Year‑round, beginning winter for Apple Ale with Peach and Apple Ale with Black 2020 in Lancaster and Berks Counties Cherry, so keep your eyes peeled. Apple Ale original will be staying the same, because why change a beloved classic? Availability: Year‑round, beginning this spring in Tecate Michelada Lancaster, Berks, Lehigh and Northampton Counties Tecate Michelada is inspired by the blended culture from the town of Tecate Baja, CA Corona Hard Seltzer and Mexico’s unique flavors, for an authentic Variety Pack Michelada taste. ABV: 4.1% Package: 24 oz. cans only Availability: Year‑round, beginning The #1 most refreshing beer in March in Lancaster and Berks Counties is bringing a lighter, less filling option to the hard seltzer category. Introducing Corona Hard Seltzer, Smirnoff Ice SMASH Blue the only 0g carb, all Corona, hard Raspberry + Blackberry seltzer. With 0g carbs, 0g sugar, 90 calories, 4.5% ABV and gluten-free, Corona Hard Seltzer is a tasty, better-for- Smirnoff Ice SMASH Blue Raspberry + you alcoholic beverage rooted in Corona’s chill attitude Blackberry delivers a new flavor duo to the and high-end credibility. This 12-pack variety includes: higher ABV segment. Juicy Blackberry SMASHed Tropical Lime, Cherry, Blackberry Lime and Mango. with sweet Blue Raspberry delivers a burst of ABV: 4.5% Availability: Year‑round, beginning in March in smooth berry flavor. ABV: 8% Package: 23.5 oz. Lancaster, Berks, Lehigh and Northampton Counties cans only Availability: Year‑round, beginning in January in Lancaster and Berks Counties Corona Familiar 24 oz. Cans Smirnoff Seltzer 8% Spiked Rooted in authentic, rich heritage, Corona Familiar is the flavorful, easy-to-drink beer that New Smirnoff Seltzer 8% Spiked has zero creates meaningful and authentic moments sugar, no artificial sweeteners, is only 67 and experiences with those who matter most. calories per serving and is available in In 2020, Corona Familiar will be available in two delicious flavors: Blood Orange and a new package size: 24 oz. single-serve cans. Blackberry. Blood Orange has a juicy, ABV: 4.8% Availability: Year‑round, beginning sweet orange character with slight bitter in March in Lancaster, Berks, Lehigh and blood orange notes. Blackberry has sweet, Northampton Counties fresh blackberry and raspberry aromas, with a hint of strawberry and jammy berry Modelito 7 oz. Bottles flavor. ABV: 8% Package: 23.5 oz. cans only Availability: Year‑round, beginning in late February Modelo is launching its first small format offering with in Lancaster and Berks Counties a 24-pack of 7 oz. bottles, called Modelito. The small format bottles will capitalize on the brand’s success, Smirnoff Ice Zero Sugar while offering a smaller portion size. Modelito 7 oz. bottles will mirror Modelo 12 oz. bottles, with a clear Smirnoff Ice is known for quality drinks bursting color, unique shape and topped off with the signature with flavor, with the right balance of citrus and gold foil. ABV: 4.35% sweet, and new Smirnoff Zero Sugar is no Availability: Year‑round, exception! Smirnoff Ice Zero Sugar has 2.5g beginning in March carbs, less than 100 calories and of course, in Lancaster, 0g sugar, with 100% Smirnoff Ice flavor. Berks, Lehigh and ABV: 4.5% Package: 11.2 oz. bottles only Northampton Counties Availability: Year‑round, beginning in January in Lancaster and Berks Counties 8 HeadyTimes v.107 www.origlio.com NewPRODUCTS Truly Lemonade Hard Seltzer Twisted Tea Half + Half Truly Lemonade Hard Seltzer is the perfect mix Bag ’N Box of refreshing hard seltzer and sweet lemonade, Twisted Tea favorite, Half + Half, combines for a drink that’s big on taste and low on the classic flavors of iced tea and calories. At just 100 calories, 1g of sugar and lemonade, with a kick. And beginning this 5% ABV, Truly Lemonade is perfectly balanced, winter, it will be available in a 5 liter Bag with the sweetness of real lemonade and ’N Box – that’s 14, 12 oz. servings in one refreshment of seltzer, to deliver a crisp, clean convenient package – perfect for all you finish. ABV: 5% Package: 24 oz. cans only party needs! Half + Half will join Twisted Tea Availability: Year‑round, beginning in January in Original, currently available in this unique Berks, Lehigh and Northampton Counties package. ABV: 5% Availability: Year‑round, beginning in February in Berks, Lehigh and Northampton Counties Truly Lemonade Hard Seltzer Mix Pack Available in this new 12-pack variety Magners Berry Irish Cider are: Black Cherry Lemonade, Naturally gluten-free, Magners Berry is a blend Original Lemonade, Mango of strawberry, raspberry and blackcurrant Lemonade and Strawberry fruit notes on a fermented pear base. This Lemonade. Availability: Year‑round, sweet, fruity cider has a crisp, refreshing beginning in January in Berks, Lehigh finish. ABV: 4% Package: 12 oz. bottles only and Northampton Counties Availability: Year‑round, beginning in February in Truly Watermelon & Kiwi Lancaster and Berks Counties Hard Seltzer Magners Variety Pack Watermelon & Kiwi delivers tropical Magners Irish Cider is the oldest Irish Cider, and today’s refreshment, with juicy watermelon and tart batches are made with the same recipe created candied kiwi notes. With a sweet upfront by founder William Magner over 80 years ago. A taste and a crisp, clean finish, Watermelon countrywide favorite for celebrations and drinking rituals & Kiwi has a well-rounded, easy-to-drink since its inception, Magners has come to be defined flavor that will leave you truly satisfied. by authenticity, high-quality ABV: 5% Package: 12 oz. cans only craftsmanship, and historically Availability: Year‑round, unique purity of taste. beginning in January The Magners Variety Pack in Berks, Lehigh and includes: Magners Original, Northampton Counties Berry and Pear. Slainte! Availability: Year‑round, beginning in February in Lancaster and Angry Orchard Berks Counties Crisp Apple Unfiltered This full-bodied, less sweet hard cider features a hazy, Cape May White golden appearance that tastes like freshly pressed Cape May’s new, year‑round beer is brewed with orange cider straight from the orchard. To craft Unfiltered, and lemon peels, coriander, grains of paradise and Angry Orchard starts with a blend of juice from carefully the brewery’s favorite Belgian witbier yeast. selected culinary and traditional bittersweet apples, Fruity esters up-front, with an easy-drinking the gold standard of cider making. finish, yields a traditional Belgian-style wheat Unique to Unfiltered, the filtration ale brewed in the heart of the East Coast. process is skipped to keep the cider’s ABV: 5.2% Packages: 12 oz. cans and natural appearance, hearty aroma draught Availability: Year‑round, beginning in and fuller apple taste. ABV: 6% February in Lancaster, Berks, Lehigh and Packages: 12 oz. bottles and draught Northampton Counties Availability: Now, year‑round in Berks, Lehigh and Northampton Counties www.origlio.com HeadyTimes v.107 9 NewPRODUCTS Cayman Jack Margarita White Claw Hard Seltzer Surge 19.2 oz. Cans New White Claw Surge offers delicious hard Crafted with only the finest ingredients including seltzer taste with a higher ABV. Gluten-free 100% agave nectar, real cane sugar and organic with only 2g of sugar, White Claw Surge is lime juice, Cayman Jack is the world’s first hand- available in Cranberry and Blood Orange crafted margarita! Those fine ingredients are then flavors.ABV: 7% Package: 16 oz. cans blended with an ultra-pure malt base. Made from only Availability: Year‑round, beginning in premium beer that has been purified and filtered March in Lancaster, Berks, Lehigh and over 10 times, it’s a taste as pure and clean as vodka. Northampton Counties Available in 19.2 oz. cans this spring, Cayman Jack Margarita is arguably the most refreshing margarita in the world! White Claw Variety Pack ABV: 5.8% Availability: Year‑round, beginning in March in Flavor Collection No. 2 Lancaster, Berks, Lehigh and Northampton Counties White Claw will be launching a second Cayman Jack Moscow Mule variety pack this spring that will include Mango in addition to three Cayman Jack Moscow Mule has new flavors: Watermelon, Lemon a beautiful balance between and Tangerine, which can only be sweetness from the sugar and found in this mixed pack. Availability: Year‑round, tartness from the lime, with beginning in March in Lancaster, Berks, Lehigh and a hint of spicy ginger. Clean Northampton Counties and smooth on the finish, it’s very thirst-quenching. Yuengling FLIGHT ABV: 5.8% Packages: 12 oz. bottles and 19.2 oz. cans Availability: Year‑round, beginning in March in In March, Yuengling is elevating your beer Lancaster, Berks, Lehigh and Northampton Counties experience with the next generation of light beer. FLIGHT is clean, crisp and refreshing White Claw Natural Lime with only 2.6g carbs, 95 calories and 4.2% ABV. Brewed by the 6th generation of all 16 and 19.2 oz. Cans female Yuengling family brewers, FLIGHT will Fan favorite, White Claw Natural Lime, will be available in 12-pack and 6-pack bottles. soon be available in 16 and 19.2 oz. cans ABV: 4.2% Package: 12 oz. bottles only in addition to 12 oz. cans currently available. Availability: Year‑round, beginning in March in Natural Lime is a crisp, clean, spiked seltzer Berks County with notes of natural lime juiciness for a taste that’s timelessly refreshing. ABV: 5% Yuengling Golden Pilsner Availability: Year‑round, beginning in March in Lancaster, 24-pack Cans Berks, Lehigh and Northampton Counties Beginning this spring, White Claw Hard Seltzer 70 Yuengling Golden Pilsner will be available in 12 oz. New White Claw 70 delivers the taste you expect 24-pack cans! This from White Claw with only 70 calories! Available pilsner was one of the in Pineapple and Clementine flavors, White Claw fastest growing beers in 70 has a very sessionable ABV, is gluten-free and Philadelphia in 2019, nearly has 0g sugar. ABV: 3.7% Package: 12 oz. cans doubling in size in Origlio’s only Availability: Year‑round, beginning in March in territory. Yuengling Golden Lancaster, Berks, Lehigh and Northampton Counties Pilsner is the perfect balance of hop and malt character for a crisp and smooth, thirst-quenching refreshment. This highly sessionable beer has a 4.7% ABV and is Yuengling’s interpretation of an outstanding, modern pilsner, born from six generations of brewing expertise. Golden Pilsner is currently available year‑round in draught, 12 oz. bottles, 12 oz. cans 2/12 and 16 oz. cans 4/6 Availability: Year‑round, beginning in March in Berks County

10 HeadyTimes v.107 www.origlio.com NewPRODUCTS Long Trail Little Anomaly Firestone Walker FlyJack Little Anomaly is a ‘guilt-free’ IPA, with only 110 Everything you want from a hazy IPA, with calories and 9g carbs per 12 oz. serving. ABV: 3.8% nothing to weigh you down, FlyJack is Package: 12 oz. cans only Availability: Year‑round, Firestone Walker’s new 96-calorie beer beginning in March in Lancaster, Berks, Lehigh and with maximum flavor, minimal calories and Northampton Counties no compromises. ABV: 4% Packages: 12 and 19.2 oz. cans and draught Availability: Year‑round, beginning in January in Lancaster, Berks, Lehigh and Northampton Counties Firestone Walker 19.2 oz. Cans Green Flash West Coast IPA This February, three Firestone Walker brews (Mind As craft beer pioneers, Green Flash defined Haze, Union Jack and new FlyJack) will be available a style by brewing the benchmark west in 19.2 oz. cans! coast IPA, putting the brewery on the map. Availability: Year‑round, This IPA is made with five different hops for beginning in February complex layers of pine, floral and ripe, citrus in Lancaster, aromas. ABV: 7% Packages: 12 oz. cans Berks, Lehigh and and draught Availability: Now, year‑round in Northampton Counties Lancaster and Berks Counties Green Flash Tropical DNA Tropical DNA features a complex lush fruitiness with a bright, hoppy finish. This hazy Flying Fish Hazy Bones IPA is brimming with tropical citrus aromas You can rest your weary head right that transport your taste buds to paradise, sip on this can. While you’re at it, sniff after sip. ABV: 7% Packages: 12 oz. cans the hints of pineapple and mango. and draught Availability: Now, year‑round in And if you’re so inclined, sip the Lancaster and Berks Counties tropical hop party. And repeat in due time. ABV: 6.3% Packages: 12 oz. Green Flash Saturhaze IPA cans and draught Availability: Now, Saturhaze IPA is a laid-back, easy-drinking, year‑round in Lancaster, Lehigh and hazy IPA with tropical and citrus aromas. Northampton Counties ABV: 4.2% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in New Offerings in the Flying Fish February in Lancaster and Berks Counties Variety 15-Pack Flying Fish’s updated 15-pack can variety includes: Alpine Duet Hazy Bones, Daylight Saving, Tradewinds, XPA & Salt and Sea. Availability: Year‑round, This Alpine masterpiece features pine, beginning in February in Lancaster, Lehigh and citrus and cedar notes from a harmonious Northampton Counties blend of Simcoe and Amarillo hops. ABV: 7% Packages: 12 oz. cans and draught Availability: Now, year‑round in Lancaster and Berks Counties

www.origlio.com HeadyTimes v.107 11 NewPRODUCTS Harpoon DragonWeisse Saranac Legacy IPA 2.0 This new wave Berliner weisse is a tart and This is Saranac’s award-winning Legacy IPA, only better! tropical alternative to your typical light beer. Legacy IPA 2.0 is based on Saranac founder’s 1914 Dragon fruit and hibiscus brighten a lively wheat recipe, now leveraging a new brewhouse and whirlpool base with maca root and sea salt to keep your hopping process, for a brighter, more citrusy hop tempo going. ABV: 4.6% Packages: 16 oz. cans character. It’s still brewed with lighter malts to allow and draught Availability: Year‑round, beginning the hops (Cascade, Citra, Simcoe and Columbus) to in February in Berks County shine through. ABV: 6.5%Packages: 12 oz. cans and draught Availability: Year‑round, beginning in January in Lancaster and Berks Counties

UFO Light Force The Light Force has arrived! Light in body, but a force of flavor, this 98-calorie white ale packs a refreshing punch of orange peel and coriander into a delightfully drinkable beer. ABV: 4% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in February in Berks County UFO Boarding Pass IPA Let this beer be your Boarding Pass to a Great Lakes world of uncharted flavors. A medley of berry IPA 12 oz. Cans purees, fruity hops and the tropical flavor of Launched in 2019 with a label celebrating passionfruit combine to create this vibrant the brewery’s family of employee-owners, and juicy IPA. ABV: 5.3% Package: 12 oz. cans only GLBC’s newest year‑round offering, IPA, will Availability: Year‑round, beginning in February in be available in 12 oz. cans this spring! Berks County This lightly filtered, dry-hopped American IPA is brewed with Lagunitas Hazy Memory lemon peel, Simcoe, Azacca, 16 oz. Cans Mosaic and Cryo hops. ABV: 6.5% Availability: Year‑round, Soon to be available in 16 oz. cans, beginning in late March in this unforgettable, hazy IPA is packed Lancaster, Berks, Lehigh and with some of Yakima’s juiciest Loral, Northampton Counties Hallertau Blanc, Galaxy and Citra hops. It’s evocative of everything Lagunitas has Great Lakes Dortmunder learned in hop-forward brewing, expressed Gold 12 oz. Cans in a glowing, unfiltered voice. ABV: 8% Availability: Now, year-round in Lehigh and For the first time ever, Great Northampton Counties Lakes’ award-winning flagship Dortmunder Gold Lager is available in cans year‑round, Seagram’s Escapes with new artwork that pays Tropical Rosé tribute to Dortmunder Gold’s history. A classic balance Seagram’s Escapes of sweet malt and dry hop has partnered with TV flavors, Dortmunder Gold proudly waves host Chris Harrison to the flag for Cleveland and refreshes beer drinkers develop and launch everywhere. ABV: 5.8% Availability: Year‑round, their newest flavor: beginning in February in Lancaster, Berks, Lehigh and Tropical Rosé. ABV: 3.2% Package: 12 oz. cans Northampton Counties only Availability: Year‑round, beginning in February in Lancaster and Berks Counties

12 HeadyTimes v.107 www.origlio.com SeasonalSELECTIONS Samuel Adams When Demand Exceeds Supply Spring Variety Pack Many of our craft seasonal and specialty releases are available in limited or extremely limited quantities. This seasonal bottle variety features: Breweries only produce a certain amount of their specialty Boston Lager, a classic beer with a beers and Origlio Beverage does all they can to get as perfect balance of bitterness from the much product as possible. In addition, this publication is Hallertau Mittelfrüh hops and caramel compiled months prior to the decision made by the brewery sweetness from the malts; Sam ’76, a refreshing lager to allocate their products to the wholesaler. Variations in with a light, citrus hop profile that finishes clean; Cold the production for some of these limited release offerings Snap, an unfiltered white ale with an exotic blend of will fluctuate, resulting in lower quantities than anticipated. ten fruits and spices and Mountain Berry, an ale aged on raspberries and blackberries. Availability: January in If you are interested in something you see in this Berks, Lehigh and Northampton Counties publication and it is out of stock when you place your order, please contact your Origlio Sales Representative to discuss similar options. Dogfish Head Origlio also sends a craft email blast, weekly to inform The Perfect Disguise customers of seasonal offerings that are available to you Brewed with German chit malt and a crisp kölsch immediately and ones that will be in stock soon. yeast, this unique double IPA was double dry hopped If you are interested in receiving this email please at nearly 4 lbs. per barrel, with a mix of German and contact Jessica Lawrence at [email protected] with American hops. Golden amber in color, it boasts your email address. aromas of piney, citrusy hops and is chock-full of juicy, tropical flavors of citrus, tangerine, mango and peach. ABV: 8% Packages: 12 oz. bottles and Samuel Adams Cold Snap draught Availability: January in Lancaster, Berks, Lehigh and Northampton Counties A new recipe was developed for the 2020 release of Cold Snap, with an adjusted body Dogfish Head and and spice levels for a brighter Rodenbach Vibrant P’Ocean and smoother taste. Cold Snap A collaboration 200 years in the making, this is an unfiltered white ale with blended sour is a mix of a two-year, foeder-aged an exotic blend of ten fruits sour from Rodenbach Brewery in Belgium and a and spices: orange zest, vanilla, kettle sour brewed with pilsner malt, malted wheat, lemon zest, coriander, rose hips, elderberry, elderflower, lemon slices and fleur-de-sel hibiscus, powdered plum, grains from Dogfish Head. Bursting with complex, floral aromas of paradise, anise and tamarind. Bright orange notes of berries and citrus, this light-bodied brew offers tart, and a touch of vanilla add smooth, subtle sweetness dry flavors of jammy berries and floral lemon. ABV: 4.7% for a crisp flavor that signals spring is on its way. Packages: 12 oz. cans and draught Availability: January ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans in Lancaster, Berks, Lehigh and Northampton Counties and draught (also included in Samuel Adams Spring Variety Pack) Availability: Now! in Berks, Lehigh and Northampton Counties Smirnoff Ice Red White & Berry Samuel Adams Mountain Berry Red, White & Berry is back and An all-new seasonal offering that’s light and ready to be enjoyed in multiple bright! This ale is aged on raspberries and formats. This flavored malt beverage blackberries grown in the Pacific Northwest, has an amazingly cooling taste of boasting bright fruit notes with a refreshingly citrus, blue raspberry and cherry, light body and low ABV. Hibiscus and berries all combined for a blast of flavor. deliver a prominent aroma and rosé hue, Enjoy the burst of berry flavor with with soft cereal and cracker notes from the Smirnoff Ice Red, White & Berry! malt. ABV: 4.1% Packages: 12 oz. bottles, ABV: 4.5% Packages: 12 oz. 12 oz. cans and draught (also included cans, 11.2 and 24 oz. bottles in Samuel Adams Spring Variety Pack) Availability: Mid-February in Availability: January in Berks, Lehigh and Lancaster and Berks Counties Northampton Counties www.origlio.com HeadyTimes v.107 13 SeasonalSELECTIONS Cape May Devil’s Reach Evil Genius #SORRYNOTSORRY Previously available year‑round, Devil’s This beer is brewed with a balanced Reach will be going on hiatus for the blend of American barley and summer to make room for some new Cape British oats, delicately hopped with May beers, so get it before it’s gone for Simcoe, Mosaic and Azacca hops, the season! This Belgian beast is fruity and then fermented with Evil Genius’ light. The complexity and character of Devil’s house ale yeast. They’re totally not Reach comes from a robust Belgian yeast. sorry about the explosions of fruity Deceptively simple, caution is demanded because, hops mingling so effortlessly with the natural peach that is before you know it, Devil’s Reach has swallowed you added during fermentation to make this IPA clean, bright, whole. ABV: 8.6% Packages: 12 oz. cans and draught juicy and balanced. ABV: 6.7% Packages: 12 oz. bottles Availability: Now! in Lancaster, Berks, Lehigh and and draught Availability: January in Lancaster, Berks, Northampton Counties Lehigh and Northampton Counties Cape May Snag & Drop Firestone Walker Dank and resinous, Snag & Drop is a Luponic Distortion No. 15 lupulin-laden beast. With hints of pine and orange citrus in the background, this alluring No fruits. No flavorings. No shortcuts, just the Triple IPA is packed to the gills with some magic of 100 percent natural hops, expertly of the stickiest and most pungent hops. blended to offer mind-bending flavors with each Snag & Drop is waiting to lure you in and numbered release. Luponic No. 15 delivers the snag you like a trophy fish. ABV: 10% flavors of kiwi, lychee and feijoa, all through Packages: 16 oz. cans and draught hops. ABV: 5.9% Packages: 12 oz. cans and draught Availability: January in Lancaster, Berks, Availability: Early February in Lancaster, Berks, Lehigh and Northampton Counties Lehigh and Northampton Counties Cape May Corrosion Firestone Walker Opening with massive aromas of fresh citrus Crafted Thru Hops Mixed Pack and tropical fruits, Corrosion hits with a firm This mixed pack features a beer from Firestone Walker’s hop presence accentuated by an upfront Propagator Series of “treasure” beers found only in these acidity. Kettle-soured before finishing as variety packs. The Propagator Series was born of their hot- an IPA, Corrosion is uniquely balanced rod pilot brewhouse in Venice, California. The Propagator between the world of sours and the world is the R&D facility that sets the pace for what’s next from of hops. ABV: 6.5% Package: Draught only Firestone Walker – including this series of single-hop IPAs Availability: January in Lancaster, Berks, available exclusively in their seasonal mixed packs. Included Lehigh and Northampton Counties in this 2/12 can mix are: Luponic Distortion No. 15, Union Jack IPA, Mind Haze IPA and the Propagator Evil Genius I Love Lamp Series beer – Motueka, a single hop, hazy IPA with tangerine and lemongrass This classic German-style hefeweizen has an Evil Genius flavors. Availability: January in twist. I Love Lamp is brewed with 2-row wheat and Lancaster, Berks, Lehigh and Munich malts and hopped gently in the kettle with Northampton Counties German hops. Once fermentation is complete, just the right amount of pineapple is added, making it a truly unique beer that is at once Mike’s Hard intriguing and drinkable. The banana and clove notes, naturally produced by the hefeweizen Pineapple Mandarin yeast, are balanced by refreshing pineapple, A perfect mix of tangy pineapple and juicy resulting in a delicious, easy-drinking treat. mandarin, Mike’s Pineapple Mandarin ABV: 5.5% Packages: 12 oz. bottles and is just the right balance of tartness and draught Availability: March in Lancaster, sweetness. ABV: 5% Package: 11.2 oz. Berks, Lehigh and Northampton Counties bottles only Availability: February in Lancaster, Berks, Lehigh and Northampton Counties 14 HeadyTimes v.107 www.origlio.com SeasonalSELECTIONS Great Lakes Blackout Stout Stoudts Believer White Wine Bold and dark as a power-less metropolis, this Barrel Aged Tripel Russian Imperial stout commemorates the Aged on white wine barrels, this infamous 2003 blackout that briefly left Belgian-inspired tripel blends the some 55 million people utterly unplugged. flavors of spicy phenolics and fruity Blackout Stout is pitch-dark and rich, esters with subtle grape notes, soft kindled with black malt and roasted barley fruit & oaky goodness, for a taste and illuminated by flickers of bitter hops. that exemplifies the art of brewing ABV: 9.9% Packages: 12 oz. bottles and beer. ABV: 9.4% Packages: 12 oz. bottles and draught Availability: January in Lancaster, draught Availability: Limited quantities in March in Berks, Lehigh and Northampton Counties Lancaster, Berks, Lehigh and Northampton Counties Great Lakes Conway’s Irish Ale Flying Fish Salt and Sea Variety Pack Arrestingly smooth, with a rap sheet of toasty biscuit and caramel malt flavors, This 15-pack variety this Irish ale is great with corned has 3 variations of beef or stew after a hard day’s work. Flying Fish’s popular ABV: 6.3% Packages: 12 oz. bottles Salt and Sea: original and draught Availability: January in Strawberry and Lime, Lancaster, Berks, Lehigh and Northampton Counties Mango and Pineapple & Blackberry and Great Lakes Kiwi. Availability: February in Lancaster, Lehigh and Chillwave Double IPA Northampton Counties Inspired by the North Coast’s dedicated (and Shiner Prickly Pear sometimes chilly) surf community, this DIPA will melt the ice in your beard and This fan favorite is back for a limited never lose its balance. Earthy, tropical time only! Brewed with certified organic Mosaic hops ride frontside here, followed prickly pear, a cactus native to the by a deft cutback of honey malt. ABV: 9% brewery’s landscape, this tart yet Packages: 12 oz. bottles and draught slightly sweet brew has a bright, fruity Availability: March in Lancaster, Berks, flavor and floral aroma. It’s a crisp Lehigh and Northampton Counties and refreshing alternative to drinking from the hose. ABV:4.9% Stoudts Packages: 12 oz. bottles, 12 oz. cans and draught Queen of Hops Series Hazy IPA Availability: February in Stoudts’ interpretation of the popular hazy Lancaster, Berks, Lehigh IPA is unfiltered, created using one hop, and Northampton Counties Idaho 7, imparting tropical fruit notes, with a pleasant, bitter finish that you can throw Shiner Ruby Redbird down. ABV: 6.5% Packages: 16 oz. cans and 12 oz. Bottles and Draught draught Availability: January in Lancaster, Berks, Lehigh and Northampton Counties Now only 95 calories with 3.1g of carbs, and 1g of sugar, this Shiner Stoudts Fat Dog favorite is back through the summer months in bottles and draught to Strawberry Chocolate Stout complement the cans (available all This Imperial oatmeal stout is infused with year long)! Popping the top on this succulent strawberries and chocolate from brew is like slicing into a ripe Texas cacao nibs to create a robust, decadent Ruby Red grapefruit. A bold kick of brew. ABV: 9% Package: Draught only ginger combines with the grapefruit for Availability: Limited quantities in a tart, refreshing lager ABV: 4% Availability: February in January in Lancaster, Berks, Lehigh and Lancaster, Berks, Lehigh and Northampton Counties Northampton Counties www.origlio.com HeadyTimes v.107 15 SeasonalSELECTIONS Sly Fox Grisette 2SP The Russian Belgian wheat ales have a storied 2SP doesn’t like to boast too much, but history dating back to Belgian workers when their brewer wins gold at the Great quenching their thirst after a laborious American Beer Festival 3 times in the past day in the mines. Sly Fox’s medal-winning 4 years… they might make an exception, Belgian wheat saison is a perennial because dammit, this is one of the best favorite, boasting complexities brought Russian Imperial stouts in the country. about by a hearty addition of wheat With big, roasty & chocolate flavors, and and their proprietary house yeast strain. espresso coming in the back end, this is ABV 5.6% Packages: 12 oz. cans and draught arguably the standard for Russian Imperial Availability: February in Lancaster County stouts. ABV: 9% Package: 16 oz. cans only Availability: February in Lancaster, Berks, Sly Fox Seamus’ Irish Red Ale Lehigh and Northampton Counties Leapin’ leprechauns! Sly Fox’s take on the Irish red ale will be back Saranac Polar Haze IPA on draught just in time for your St. Juicy, hazy and delicious, this Patrick’s Day celebrations. Brewed unfiltered IPA is brewed with with British pale & crystal malts and a Citra, Centennial, Mosaic and beautiful blend of Centennial and East Simcoe hops, providing flavors Kent Golding hops, this ale is nicely of citrus, tropical fruit and pine, balanced and perfectly sessionable. with a soft bitterness. ABV: 6% ABV 4.9% Package: Draught only Packages: 12 oz. bottles and Availability: March in Lancaster County draught (and in the 12 Beers of Spring variety pack) Availability: January in Lancaster BrewDog Pulp Patriot and Berks Counties This massive double IPA weighs in at a Saranac S’More Porter hefty ABV, delivering a payload of big fruit numbers, with mango and peach Inspired by the campfire treat, this front and center. Milk sugar builds and porter combines the best of both worlds: rounds out the fully juicy notes, leaving S’mores and beer. With the flavors of a silky-smooth mouthfeel. Swear to the chocolate, marshmallow and graham allegiance of the modern milkshake IPA. cracker, the beer is brewed with a blend ABV: 9.5% Packages: 12 oz. cans of caramel biscuit, brown and draught Availability: January and roasted malts and aged with chocolate in Lancaster, Berks, Lehigh and and vanilla. It’s so good, you’ll be begging Northampton Counties for S’more! ABV: 6.2% Packages: 12 oz. bottles and draught Availability: January in Lancaster and Berks Counties Saranac 12 Beers of Spring This year’s 12 Beers Of Spring 2/12-pack variety Heavy Seas Hydra’s Haze includes: Polar Haze IPA, an unfiltered IPA brewed with Citra, Centennial, Mosaic and Simcoe hops; Bee One of Heavy Seas’ haziest beers yet, Catcher, a crisp and smooth honey ale brewed with Hydra’s Haze is one monster of a beer. wildflower honey and Lemondrop hops; Ruby Red, Brewed with a ridiculous amount of Citra a citrusy, fruity and refreshing wheat ale brewed with and Galaxy hops, this beer isn’t shy about Ruby Red grapefruit juice its juiciness. From its dank aroma to its and Pollinator Pils, a powerful citrus finish, Hydra’s Haze packs crisp and aromatic pilsner an intense hop experience. Catch it while brewed with the most you can – this limited beer will only be lurking for a floral New Zealand hops. short period of time. ABV: 6% Packages: 12 oz. cans Availability: January and draught Availability: January in Berks, Lehigh and in Lancaster and Northampton Counties Berks Counties

16 HeadyTimes v.107 www.origlio.com SeasonalSELECTIONS Brown Bomber Hard Bourbon UFO Passionfruit Caramel Latte Need a little extra passion in your life? Brown Bomber Hard Bourbon Caramel Look no further than this beer right here. Latte contains the same 100% Arabica Brewed with hundreds and hundreds coffeehouse latte flavor as the other hard of pounds of passionfruit purée, this lattes in their core lineup, hefeweizen is bursting with refreshingly but with a strong aroma tart and tropical goodness – of fruit & oak notes, and and just the right amount sweet, aromatic flavors of passion! ABV: 4.8% of vanilla, caramel, honey Packages: 12 oz. cans and and butterscotch, with draught Availability: January a bite of black pepper in Berks County to remind you that you are still drinking alcohol. ABV: 5% Package: 12 oz. slim cans only Neshaminy Creek After the Party Availability: February in Lancaster This Irish dry stout is and Berks Counties brewed with English Maris Otter malts and conditioned on coffee. It is a highly drinkable dark Harpoon The Craic beer with roasty malt flavors and light complementary The toasted malt of an Irish red meets bitterness. ABV: 4% Packages: 12 oz. cans and the fruit hops of an IPA in this seasonal draught Availability: January in Lancaster, Berks, beer. Because to Harpoon, St. Patrick’s Lehigh and Northampton Counties Day is more than just a day. It’s a season they love to celebrate! Sláinte! ABV: 6.9% Neshaminy Creek Pineapple Packages: 12 oz. cans and draught Shape of Haze to Come Availability: January in Berks County This is a hazy Harpoon New England- style Imperial Dry January India pale ale, This triple IPA is for those double dry that prefer to imbibe, no hopped with Mosaic and Citra and conditioned on a matter the month. ABV: 11% boatload of pineapple. The end result is a tropical and Package: 16 oz. cans only fruity unfiltered IPA that has hints of resinous pine and Availability: in January in a toned-down bitterness. ABV: 8.8% Package: 16 oz. Berks County cans only Availability: Mid-January in Lancaster, Berks, Lehigh and Northampton Counties Harpoon Hop-O-Rama Variety Pack Neshaminy Creek Cherry Hibiscus Wheat Step right up, folks, and prepare to be amazed by the Hop-O-Rama in this 2/12 can variety pack. Four hoppy This taproom favorite is a variation of Neshaminy beers, one great time. Included in this mixed pack are: Creek’s German wheat ale, conditioned on tart cherry Harpoon IPA, Rec. League, The Craic and Fresh juice from Michigan and hibiscus flowers, giving it a Tracks. Availability: January in Berks County mesmerizing deep red color with notes of banana, spicy clove, tart cherries and floral hibiscus. ABV: 5.2% Package: Draught only Availability: March in Lancaster, Berks, Lehigh and Northampton Counties

www.origlio.com HeadyTimes v.107 17 Available Year-Round PERFECT FOR THE SEASON Long Trail Trail Hopper IPA Guinness Draught Stout Trail Hopper IPA is an What would St. Patrick’s Day be without unfiltered, modern, American this iconic, rich and creamy, distinctively IPA built to keep your taste black and velvety beer? Sip after sip, buds moving from one sweet counters bitter as the malt trail to the next. This easy- arrives on cue to complement a base drinking IPA features a of roasted barley. The unmistakable light, refreshing body with white head sits flush atop the dark a bready malt profile that lays the foundation for a beer, while the flavors counter bounty of juicy, tropical fruit hop flavors coming from and combine perfectly. ABV: 4.2% late additions of Citra and Simcoe hops. ABV: 4.75% Packages: 11.2 oz. bottles, 14.9 oz. Package: 12 oz. cans only in Lancaster, Berks, cans and draught in Lancaster and Lehigh and Northampton Counties Berks Counties Long Trail VT IPA Smithwick’s Red Ale This IPA’s juicy hop profile is complemented by the grist, which features a heavy hand Smithwick’s is a ruby-red brew, of flaked oats and aromatic Munich malt with a gentle hop bitterness to deliver a smooth mouthfeel and hazy and a sweet malt finish. Subtle appearance. What sets this beer apart – aside aromas of caramel, biscuit and from the soft bitterness – is the introduction hops, with sweet malt and of a new yeast strain that provides the biscuit flavors balance a pleasant beer with more neutral notes and juicy esters that hop bitterness. ABV: 4.5% enhance the hops. ABV: 6% Packages: 12 oz. Packages: 11.2 oz. bottles cans and draught in Lancaster, Berks, Lehigh and and draught in Lancaster and Northampton Counties Berks Counties Long Trail IPA Pack Magners Irish Cider This all-season pack of Long Trail’s most trail-worthy Crisp, clean and powerfully flavored, Magner’s IPAs was constructed for the juicy adventures that await. Irish Cider is made with 17 carefully selected This variety pack includes: Green Blaze IPA, Trail varieties of fresh apples grown in the beautiful Hopper IPA and VT IPA. Available in Lancaster, Berks, orchards of Ireland. Not overly sweet, Magners Lehigh and Northampton Counties makes a wonderful companion to cheese, fruit and roast pork. ABV: 4.5% Packages: 12 oz. bottles, 16.9 oz. cans and draught in Lancaster and Berks Counties

Gear Up for Wedding Season with Verdi It’s cold and dreary outside now, but in a few short months, the weather will warm and with that comes wedding season! Verdi & Sparkletini are a super value opportunity for weddings, bridal & baby showers and any catering events. The resealable cork closure keeps the product sparkling for up to 7 days, so no need to pour excess down the drain! Verdi’s 8 oz. package provides an exciting, elegant option as gifts for valued guests! Available in Lancaster, Berks, Lehigh and Northampton Counties

18 HeadyTimes v.107 www.origlio.com Programs

Coors Light Brings Refreshment to March Madness During March Madness, Coors Light will bring mountain-cold refreshment Keep St. Patrick’s to fans throughout the tournament Day Chill With with an exclusive Draft Kings NCAA Miller Lite Coors Light “Pick ’Em” game. Fans can enter March Madness to win Silver Seats, a premium Coors Light is bringing low- on-premise viewing experience with Miller Lite has hoops on the key fun to St. Patrick’s Day to cold-cup holders, retractable food brain, just like the rest of March keep the day chill. Coors Light trays and more. Other ways to get Madness nation. Basketball fans will be treated to lucky in on the action away from the fans will have something to thermal cups, on-premise POS, court include bartender gear and look forward to throughout the tons of wearables such as giveaways, exclusive pre-filled, single- tournament with 22 oz. thematic hoodies, temporary tattoos and use 20 oz. aluminum cups and Draft stadium cups, POS tools, T-shirts, as well as consumer Kings codes to keep the momentum consumer giveaways and prize giveaways to make the holiday going throughout the tourny. unforgettable. packs, including themed T-shirts, jerseys and socks.

Hamm’s Offbeat Holidays You’ve waited four years for this celebration, and it’s finally here. So ring in Leap Day with Hamm’s! Hamm’s is keeping the Offbeat Holidays campaign rolling to keep the festivities – and beer – flowing in a whole new way.

Crispin Fishing with Galentine’s Day Keystone This Galentine’s Day, show the gal Keystone knows their fans hook, pals in your life how much they mean line and sinker, so they’re making to you with Crispin Rosé. Consumers it easier than ever before for will be able to participate in moments fishing enthusiasts to enjoy a that surprise and delight, including cool drink whenever and wherever giveaways for items such as premium they choose to reel one in. The silk scarves. Rosé enthusiasts will refreshed creative is sure to catch be able to elevate brunch and shoppers’ eyes, including fishing happy hour by pairing Crispin with float tube enhancers and graphics on-premise Pearsecco glassware as that help their fisherman flag .fly they toast to the best of friendships.

www.origlio.com HeadyTimes v.107 19 Programs Steel Reserve Alloy Series Slushies It isn’t really fun until someone brings the spiked slushies. Steel Reserve is bringing young, adventurous drinkers the chance to make boozy slushies any hour of the day – all they need is 6 cans, a slushy machine and 45 minutes. Themed holiday mixes throughout the year will ensure there’s always something new to try.

It’s Miller Time Miller Lite is reimagining what Miller Time means to a modern, younger market. Miller Lite reminds audiences that beer represents the original social medium – a space that has always been about creating an authentic connection. The Original Lite Beer generated lots of buzz when it “went dark” on its social media handles, sparking national conversations and widespread media coverage. With 620 million PR impressions and counting, the campaign has resonated with beer drinkers with its message that a few good friends are better than a few thousand followers.

Miller Lite’s Belt the Next Champ The Corona Hotline is Pot of Gold with Modelo and UFC Back for March Hoops Miller Lite is feeling lucky, From February 1st through mid- For the first time ever, Corona will be and they want their fans April, Casa Modelo will return with bringing March Hoops to the Corona to feel lucky too. They’re a partnership with UFC for the third Hotline. With help from their new releasing limited-edition year in a row. Building Casa Modelo’s operator, Kenny Smith, the hotline St. Patrick’s Day thematic equity as the Official Beer of the will provide a unique way to engage aluminum pints and UFC, POS will drive consumers to consumers beginning March 1st stadium cups just in time ModeloUSA.com for the chance to and continuing through the entirety for the festivities. Consumers will be win an opportunity to belt the next of the tournament. Additionally, seeing green with themed window UFC Champ at International Fight callers will have the opportunity to clings, photo booths, banners, tattoos Week. Additional marketing support win ticket credits through Stubhub and merch giveaways all week long. will also include UFC homepage to get in on the action and go see takeover and digital banners, as well their favorite team play. This program as social support across both Modelo is supported by POS, a dedicated Endless Entertainment and UFC handles. TV spot for March basketball and with Peroni & Hulu a robust media plan, including TV impressions in almost every round of It’s soon to be a the tournament. Make your picks and new year, with new find your bracket beach with Corona! shows and movies to binge watch, and Peroni has shoppers covered. For a limited time, consumers can buy a 6-pack or larger of Peroni and text in their receipt to receive a code to save money on their Hulu subscription. Peroni knows there’s nothing quite as refreshing as pairing an endless stream of films and television shows with Italy’s favorite beer.

20 HeadyTimes v.107 www.origlio.com Programs New Year, New You with Corona Premier Corona Premier is running a sweepstakes in the New Year to give away $5200 towards a yearly gym membership! The brand is engaging with consumers during the key New Year reset timeframe by reminding them that Corona Premier is low- calorie, low-carb and a great pairing with a healthy lifestyle. The program will be supported by retail templates, as well as table tents and coasters Pacifico Returns for the on-premise. as the Official Beer of the Winter X Games Dos Equis Mexican Pale Ale Pacifico is sponsoring the Winter X Games for the Keeps the Momentum second year in a row, taking Going in 2020 place January 23rd through 2019 marked the launch of Dos 26th, 2020. ESPN’s X Games Equis’ newest innovation, Mexican Aspen 2020 will celebrate Pale Ale (MPA). In 2020, they the world’s top action sports will continue to spark the same athletes, including more excitement, while maintaining a than 75 Olympians, as they strong support plan in the Northeast return to the biggest stage Region, specifically Pennsylvania. in action sports, competing Awareness will be created through in events like the SuperPipe, engaging POS of the refreshing pale Big Air and Slopestyle. The ale with a decidedly Mexican twist. X Games will also feature historically sold-out musical Amstel Light Why Dos Equis MPA? performances with 2020 The Official Beer of • When promoted on feature headliners Rae Sremmurd, Après-ski or display, MPA experiences ILLENIUM, Alesso and Bazzi. greater dollar lift versus Mexican Pacifico will have presence at Amstel Light has the heritage of being Imports segment. the event with signage, on-site the official beer of après-ski. Markets and on-course branding and that activated the Liftopia program in • Since half of Dos Equis drinkers activation. Additionally, the 2019 saw a positive trend change. buy craft brands, craft beer brand will be heavily featured in Amstel’s consumer communication drinkers are more likely to turn to commercials, as well as custom for the year will be focused on the Dos Equis franchise for variety. integrations and features. friendship. Finding friends, creating • Adding MPA draught to your tap Pacifico has also partnered friendships and drinking beer with lineup will deliver more profits. with athlete-ambassador Jack those friends. Relevant markets can Mitrani, TV host and one of activate the ski program and new snowboarding’s most popular white packaging to gain displays in personalities. X Games Aspen store. Consumers can buy + text + will be attended by over 100K save with Amstel’s ski program. POS people across the 4 days will guide consumers to purchase and viewed on TV by 2.5 Amstel Light and enter to win (via million households. text) $20.00 towards lift tickets on Liftopia and be entered to win a ski getaway (where legal).

www.origlio.com HeadyTimes v.107 21 Programs Heineken 0.0 Resolutions for Dry January Heineken 0.0 will treat New Year’s resolutions as another non-beer moment that they can now enjoy… with beer! 21% of drinkers took Heineken and part in Dry January in James Bond 007 the U.S. in 2019. Heineken 0.0 is a low-calorie beer, with a perfectly Everyone has heard of James balanced Heineken taste, and no Bond. But just because he’s alcohol. For the times you want a the world’s most famous secret beer but can’t have one – like going agent, doesn’t mean just to happy hour during Dry January anybody can be him. To celebrate or maintaining your resolution to be Enjoy the Big Game the global partnership with the healthier – now you can! with Heineken upcoming Bond film No Time to Die, Heineken is revealing the During the big game, it can seem like real secrets to being Bond and small calls don’t really matter. But encouraging shoppers to connect whether it’s a 5-yard penalty during to their inner secret agent. POS the game or deciding what beer to will encourage consumers to text bring, these calls have a greater “Heineken” to “007” to receive impact. That’s why this year, Heineken an invisible ink message from is partnering with Uber and helping Bond. The message will reveal to shoppers make the right call all game consumers if they have won: day with safe rides and the best beer. POS will drive consumers to a URL to • The grand prize: a pair of fill out their big game boxes. Users tickets to the LA premiere who choose the right numbers after on April 6th (includes hotel each quarter will have the chance to and airfare) win Uber codes of various amounts tied to the quarter in which they • Tickets to advance screenings enter. Four grand prize winners will – locations TBD be selected to win $2500 in Uber • Exclusive branded backpack or Credits. Quarter 1: $25; Quarter 2: baseball cap $35; Half time: $75; Quarter 3: $100 and Quarter 4: $150.

Heineken: Goals Aren’t Celebrate Made without Cheers St. Patrick’s Day To the 24/7, 365-days-a-year soccer with Heineken fans, Heineken gets it: soccer isn’t just a game. It’s a lifestyle. In 2020, Heineken Everyone knows you need to is going to dominate the playing field wear green to celebrate St. with national visibility creative and Patrick’s Day, but what about regional-focused POS. From kickoff to drinking green? This year, the final seconds, fans will know the Heineken is taking over to only way to watch soccer this season celebrate the holiday and show is with Heineken. POS will encourage that everyone, even Dutch beers, fans to text SOCCER to 77000 for the can be green for a day. chance to win an exclusive trip to the MLS All Star game presented by Target.

22 HeadyTimes v.107 www.origlio.com Programs Yuengling Steps Up Sponsorship with the Phillies Yuengling, the official Lager of the Philadelphia Phillies, is kicking off the 2020 baseball season with special Phillies 12 and 16 oz. can packaging. Starting opening day through the summer, fans can pick up the special edition Phillies Yuengling Traditional Lager packs and enter to win great prizes from Yuengling including a chance to meet Phillies All Star Aaron Nola, a Yuengling vending machine and Phillies swag. Cheer on the Phillies with Yuengling Lager in 2020.

Guinness Six Nations Rugby Cheer on your favorite Six Nations team with Guinness! Guinness events, features or specials can be partnered with all Six Nation’s games! Key game, England VS Ireland is on February 23rd!

Guinness Draught Gilroy Special Edition Can & Bottle Celebrate the Guinness campaigns of the 1930s and ’50s with special edition St. Patrick’s Day packaging to drive sales and delight consumers! • On-premise: Secure Guinness specials and features in can and bottle accounts, promote features with specially created POS, drive sales with sampling events and pint glass giveaways leading up to St. Patrick’s Day (where legal). • Off-premise: Start celebrating early by building pre-St. Patrick’s Day displays with Guinness Gilroy cans and bottles with specially created POS. Add Guinness LTO cans and bottles to St. Patrick’s Day displays to add a festive touch and drive incremental sales.

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Enjoy an Irish Neighbor Live Your Wave with An Irish Neighbor, a Half & Half with a White Claw MXD Partners neighborly twist, is as easy as 1-2-3! From January through March, White with WWE Pour a glass half full with Narragansett Lager. Claw is partnering with Booking.com MXD Cocktails Co. is partnering with to give consumers a chance to win the WWE and giving consumers a Pour Guinness Stout slowly over a a White Claw beach house getaway chance to text-to-win free tickets to a spoon on top of the ’Gansett. through a text-to-win promotion! WWE match! Enjoy! Benefits to the retailer… • Profitable – import price with 50% ’Gansett Lager cost • Brand strength of popular independent craft lager and Irish stout • Fun name that consumers will love This winter, Firestone Off-premise, mixed displays of Walker wants to remind ’Gansett Lager, one of the most consumers to demand popular independent craft lagers more flavor from their and Guinness, the St. Patrick’s Day beer through high-impact gold standard of Irish stouts is a POS. winning combo. Upsell consumers to purchase both to make Half & Halfs.

Check out George Latella’s latest Retail Edge blog post, “Leveraging Your Brand” at Origlio.com/blog/leveraging-your-brand. George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, which is the largest major at Saint Joe’s, recently celebrated its 57th anniversary. George is also a partner in Beacon Marketing group, which provides marketing planning, research and e-commerce/ direct marketing communications for food and beverage companies. George can be reached at [email protected] or 610-660-2254.

24 HeadyTimes v.107 www.origlio.com RethinkingRETAIL Online shopping is fine, but in-store shopping can be divine. It’s all about the experience you create – millennials are all about the experience, but shoppers of all ages can be socially engaged. And that’s something they can’t get online. eports of a retail apocalypse from social media. These consumers Gen X (ages 40 to 54) have been greatly exaggerated. primarily purchase 6-packs because Gen Xers purchase a large amount E-commerce has not swallowed they are interested in trying new R of alcohol. Products with interesting traditional, brick & mortar retail. But products that put a focus on flavor. stories, unique ingredients or those that doesn’t mean you shouldn’t pay Gen Z shoppers seek trendier that support good causes lead to attention to the changing demands of beverages that are low-ABV, low- sales. This group is loyal to their today’s customers, most of whom are calorie or even non-alcoholic. They established tastes, but still seek out short on time and overwhelmed by spend 27% of their beer dollars new brands. Gen X consumers are too many choices. on American light lagers. Connect interested in eye-catching labels with these shoppers by creating Engaging with customers is the key and the brand’s story. They can be an in-store experience focused on to sales. And taking that a step convinced to try new products if they unique products. Talk about the latest further, face-to-face engagement, connect with the company. Ask this beverage trends and why they are also known as a conversation, can consumer what they usually drink worth exploring. lay the foundation for an exceptional and guide them towards new brands shopping experience that is tailored Millennials (ages 25 to 39) within those categories that stand to the customer’s needs. apart from the rest. Millennials came of legal drinking Does that sound difficult? It doesn’t age during the craft beer boom, Baby Boomers (ages 55 to 75) have to be. Just try to estimate but they’re also founders of the Just because Boomers are the the age of the customer. You only moderation movement. Their focus oldest generation doesn’t mean they need to be in the ballpark. And with is on social drinking, whenever the don’t enjoy alcohol! Boomers are a little bit of extra knowledge, you opportunity presents itself. Capture more economically powerful than can initiate a conversation… one this consumer by promoting variety millennials and they purchase 45% of that leads to impulse purchases, packs for group occasions and all beer sold. This generation sticks up-selling and customer loyalty. encourage them to create their to brand favorites, but they are open own 6-pack. While they don’t mind Here’s what you need to know… to buying line extensions. Boomers spending money on a product they purchase full cases of their trusted Gen Z (ages 21 to 24) perceive as “worth it”, cost is a go-to products. They are influenced consideration. Be prepared to explain For Gen Z, in-store shopping by price though, which can be a how the price reflects the quality of represents an opportunity for an more important factor than taste. the liquid. authentic experience, an escape

Each generation has their own unique preferences when shopping. Being able to identify and then tap into those preferences is all it takes to delight your customers and create an experience that can’t be duplicated online. So go ahead, do some age “profiling”.

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Celebrate St. Patrick’s Day with none other than Share a photo of your ’stache – self-grown, Guinness! Celebrate Guinness Time! Leverage and drawn-on or Guinness-enhanced – with promote Guinness features and specials leading @GuinnessUS using #StacheForCharity, and up to and through St. Patrick’s Day. Utilize the Guinness will donate $1 to the Guinness Gives full suite of POS, staff wearables and consumer Back Fund (corporate advised fund implemented giveaways to make your account a St. Patrick’s by the FCC Foundation). Guinness will donate Day “destination”. up to $100,000 to the fund between January 1st and March 31st 2020. Note it in your calendar that February 7th 2020 is National #StacheForCharity Day!