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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
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