Fall 2019 | V.29

CHEERS TO TEAMWORK

Delivering Excellence Seasonals Rethinking Retail New Products Programs GREAT RHYTHM BREWING CO. | FALL SELECTIONS | CIDER IS HAVING A MOMENT – AGAIN Letter toTHE TRADE ALL HASN’T ARRIVED yet, but our inventory of In This F craft and ciders is ISSUE changing in anticipation of the upcoming cooler weather. Many fall seasonals will start to play with a heavier body and more Delivering the autumnal spiciness. In many ways, fall beers were the first Taste of Excellence ���������������1 seasonal beers to gain popularity. Now is a great time to be a Cover Story �������������������������2 lover, as the selection available has never been better. Here you will find a lineup of some popular Brewer Highlight �����������������4 fall seasonal styles and a few examples from our portfolio. Lazy Dog Beer Shoppe ���������5 • Pumpkin — It should come as no surprise that pumpkin, one of the most autumn-inspired foods, dominates the scene every fall. Pumpkin brews often feature large amounts of nutmeg, allspice and Black Mtn. Burger Co. ���������6 cinnamon. Pumpkin also creates a heavier body, giving these beers a more dessert-like feel. In fact, these seasonal beers are so well received, they are New Products ���������������������7 starting to be released earlier and earlier every fall. Two Roads Roadsmary’s Baby, Dogfish Head Punkin and Smuttynose . • Amber — Amber beers, whether they are or , are a little darker Seasonal Selections �������������9 than pale beers. Ambers have a slightly heavier maltiness that is perfect for the fall, especially if you’re spending the day watching football. Supremely Available Year-Round drinkable, they come in a lot of different varieties, so you can cater your Perfect for the Season ������� 15 amber beer to your specific tastes.Switchback Ale, Stony Creek Crum and Rogue Dead Guy Ale (This is a Maibock but it’s similar). • Belgian — Belgium is famed for its Trappist beers, which can only be legally Programs ������������������������� 16 made by Trappist monks. These beers have long been hailed as the best in the world. They tend to be spicy and boozy. If you want to spend some time Rethinking Retail �������������� 21 sipping on one beer and really exploring its flavor profile, Belgian ales are perfect come autumn. Allagash , Brasserie d’Achouffe La Chouffe and Unibroue La Fin Du Monde. • Oktoberfest — Autumn is also the time when Germany’s famed Oktoberfest, probably the greatest holiday dedicated to beer in the world, is celebrated. So it only makes sense that many offer their own Oktoberfest beer. Oktoberfest beers are typically heavier brews with a deep amber color. If you want to really celebrate like a true Bavarian, find one of these beers and raise your stein. Sierra Nevada Oktoberfest, Great North Rover and Moat Mt. OPA’s Oktoberfest. Given beer shoppers’ infatuation with what’s new on the shelves, seasonals are a dependable source of variety and are a perfect way to get your customers to try something new. This issue features many new fall seasonals and perennial favorites beginning on page 9. Lastly, we’d like to thank all of our customers and suppliers for making our business possible and hope you have a great fall.

Tom Bullock Ed Murphy Heady Times is published four times a year, courtesy Chairman of the Board President of Amoskeag Beverages. DeliveringTHE TASTE OF EXCELLENCE Amoskeag People Get The Job Done George Laliotis Graphic Designer How long have you been with Amoskeag Beverages? It’s hard to believe, but it’s been 15 years. What do you like most about your job? The creativity. I love being a graphic designer because it’s about creative exploration, thinking through ideas and coming up with a visual solution. In this department, things can get a little crazy with requests coming at us from all directions, but it is really rewarding to design something unique for one of our accounts or suppliers. What was your first job? Working in my father’s and uncle’s restaurant. What do you like to do when you’re not working? I like to be outside, playing a round of disc golf. There are some great courses in the state, but you can’t beat playing at Top O’ the Hill, in Canterbury, which is especially beautiful in the fall. If you could be anywhere on a dream vacation, where would you be? That’s an easy question, I would love visit the Greek Islands. Zach Hebert Full Time Route Driver How long have you been at Amoskeag? A little over a year. What do you like most about your job? I enjoy getting to know our accounts and working with the people at Amoskeag. It’s a busy If you could be anywhere on a dream environment, but I love how every day is a little different. vacation, where would you be? I’d go to What was your first job? I worked for the city of Manchester in the Colorado and do some hiking and fishing. Parks & Recreation Department. If you could have a super power, what What do you like to do when you’re not working? I love to spend would it be and why? I would want to time with my family. I have two kids that are four and three and I have have the power to deliver more beer as fast one more due at Christmastime. as possible.

www.amoskeagbeverages.com HeadyTimes v.29 1 CoverSTORY Cheers to Teamwork (Haters Gonna Hate) Collaborations epitomize the craft beer spirit. And the merger-collaboration of Boston Beer When artisans collaborate, good things happen. So why are and Dogfish Head is good for craft beer, as so many people skeptical of the merger of Boston Beer and nationally, more consumers will have access Dogfish Head? Will these pioneering companies lose their to the most inventive adult beverages in underdog appeal or craft beer cred? Not if you talk to Jim the world. That is because Dogfish Head Koch and Sam Calagione. products will now be available in any market By now it’s old news. that also has Boston Beer brands. The deal is nothing like the acquisitions of other high- In May, The Boston Beer Company, the maker profile craft breweries. The transaction unites of Sam Adams and Delaware’s Dogfish Head two bona fide craft breweries. And perhaps breweries, announced the merger of their most significantly, each company will retain companies. The marquee players – Jim Koch of its own leadership and artistic identity. In fact, Boston Beer and Sam Calagione of Dogfish Head – both men believe they will be able to spend said they decided to join forces to better compete more time innovating. against Big Beer, the companies that make more than 80% of all the beer consumed in the US. “So many mergers pay for themselves with synergies that save money,” said Koch. “We The initial reaction to this announcement was mixed. The mainstream press have some soft synergies, but if it was just focused on the cost of the deal, a $300 million cash & stock transaction. about the money, Sam and I could have Beverage alcohol publications had mostly tepid reactions. Many wondered if cashed out many times over. This allows us to the quality of the beers would suffer, while others pondered if this somehow be brewers first and businesspeople second. signaled the end of American craft beer’s golden era. (The Calagiones ended their relationship with On a recent phone call, Heady Times asked Koch and Calagione private equity firm LNK and took no money why two pioneering, top‑tier craft breweries would do something so out of the deal.) We’re eager to share tips and corporate now. secrets we’ve learned over the years. Sam knows his stuff about continual hopping. ven putting our two companies together, we still make less than two The evidence is in every sip you take of percent of all the beer made in America,” Koch said. “Percentages Dogfish Head 60-, 90- and 120 Minute IPA. “E aside, Sam and I are still just two guys who started out as Our [Boston Beer’s] Sam ’76 is the product homebrewers… who went bar-to-bar handselling our wares. And for 20 of a bunch of brand-new, innovative brewing years, we’ve worked together – collaborated if you will, with the Brewers secrets. So is our Marathon 26.2 Brew. Association for the advancement of independent American craft breweries.” I’m intrigued by the work Sam has done to invent SeaQuench, Slightly Mighty and “We’re eager to share tips and secrets SuperEIGHT… creating beers that serve a new wave of drinkers, who are making mindful we’ve learned over the years.” – Jim Koch choices about what they eat and drink.” During their many appearances at trade “Mariah and I have kept an eye on what’s being said about the merger symposiums like those sponsored by on social media,” said Calagione. (Mariah is Mariah Calagione, Sam’s Brewbound and Beverage Daily, both men wife, and a driving force behind Dogfish Head’s success.) “Most of it have fielded questions about how the craft is positive. Lots of folks who are fans of Dogfish Head worry that the beer business has changed over the last is going to lose its identity. And it’s not. I’d like to address that twenty years. Each have said that there was a more later,” said Calagione. “But what surprised me was a headline that time when almost any craft beer got noticed or said something like, ‘Sam Adams Buys Dogfish Head: RIP Craft Beer’. sampled simply because craft beer itself was That’s a bit extreme, I thought, and just not true. We have merged, and something new. Most industry insiders agree if that sounds too much like what they do on Wall Street… well, Jim and that is no longer the case, as the number of I think of it more as another one of our collaborations. We’re already breweries in the US has reached 7,500 or so. bouncing ideas off one another for a beer we want to brew together.” “To be a successful craft brewery today, “Sam and I actually brewed what was probably the first commercially one that isn’t hyper-local, I’m convinced available beer made with Mosaic hops. We did it about eight years ago you need artists and soldiers,” Calagione for a food & beer event called Savor. Boston Beer’s German hops source said. “These are challenging times for beer. was experimenting with what was then a new variety. It was Sam’s idea Canned wine and RTD cocktails are getting to develop the recipe by writing letters back and forth to one another. I more share-of-stomach, as they say. When was already impressed by his creativity, but I really got to experience his things get hard, it’s important to do unique enthusiasm for being an analog brewer in a digital world,” Koch quipped. things, not fall back on old ideas. For the

2 HeadyTimes v.29 www.amoskeagbeverages.com CoverSTORY Boston Beer & Dogfish Head: Two Davids Facing Off Against Goliath These beloved breweries have become successful and stayed true to their craft roots. These and other products will make craft a bigger part of consumers’ lives.

“These are challenging times for beer. Seasonal Samuel Adams OctoberFest It’s important to do & Dogfish Head Punkin Ale unique things . . .” – Sam Calagione creative process, it’s awesome to have the resources of a successful public company that can make decisions to stabilize brands and just not worry about the next quarterly earnings report. That is something Jim and I have both done – reinvest profits for the New & Innovative betterment of the company and our beers. SuperEIGHT & Truly Hard The soldiers support artists through their Seltzer, now available in draft expertise in areas like purchasing ingredients and structuring a sales force. That support is incredibly liberating for the artistic process.” You almost never hear about collaborations in the world of wine & spirits. Real craft breweries (those that meet the Brewers Association’s definition of independent i.e., less than 25% ownership or control by beverage alcohol companies that are not craft brewers, plus production under Better‑for‑You six million barrels) are still a community Marathon 26.2 Brew & of artisans who come together to perfect Slightly Mighty techniques and share recipes. Think of Sierra Nevada’s Beer Camp. By joining forces, Jim Koch and Sam Calagione can be successful artisans, while remaining independent family businesses. The Koch and Calagione families are the two largest shareholders of the combined company. They can also make good on their promise to support American craft beer because great products will bring Best-in-Class Flagships more craft beer lovers into the fold. Boston & 60 Minute IPA “I know Sam wants to give his children the opportunity to be a part of the family business,” said Koch. “And many people have heard me speak about my succession plan. It’s to ‘not die’. I think this is an improvement.”

www.amoskeagbeverages.com HeadyTimes v.29 3 BrewerHIGHLIGHT Great Rhythm Brewing Company T’S A GREAT TIME TO BE A BEER LOVER IN THE GRANITE STATE, AND if you haven’t been to the brewery and taproom at Great Rhythm IBrewing Company, you’re missing out. Great Rhythm is a craft brewery born and built in Portsmouth, which sits along the banks of the scenic North Mill Pond. Husband and wife team, Scott and Kristen Thornton, created Great Rhythm Brewing Company in 2012. Heady Times caught up with Scott, a guy who entered UNH as an engineering student (yet graduated with a dual degree in business and English), and ended up opening one of New Hampshire’s premier craft breweries. Here are 10 things you should know about Great Rhythm Brewing Company: Great Rhythm Brewing Company owner, Scott Thornton 1. The name Great Rhythm pays tribute to Scott & Kristen’s love of 7. On August 13th, Great Rhythm will music. After spending time traveling around the country, listening celebrate the third anniversary of the to music and sampling local brews, they decided to open their own brewery’s Bartlett Street location. brewery. Great Rhythm seemed like the perfect name. 8. Last year, Great Rhythm doubled 2. The two began making beer at Mercury Brewing in Ipswich, production and increased tank capacity. Massachusetts. From there, production moved to Smuttynose Brewing “We run seven days a week, making sure Co. In 2016, they found a Portsmouth warehouse space in the West we have enough beer for our distributors End neighborhood at 105 Bartlett Street, where the brewery resides and our tasting room,” says Thornton. today. Running a brewery can be a little crazy at times and no two days are the same. 3. “Our motto is, ‘live life to the fullest with great friends, great music “I enjoy taking my love of machinery and and great craft beer’”, says Thornton. seeing how things work, my business 4. Resonation is Great Rhythm’s dry-hopped American . It’s background and my creative side and balanced, hoppy, and full of flavor & aromas highlighting the complex putting them all together to make a citrus, pine and floral character of American hops. “It was the very product people enjoy.” first beer we made, and it was ouronly beer for the first three years 9. Great Rhythm’s new year‑round offerings at the brewery. We wanted to brew one beer… and brew it well,” for Amoskeag have been huge hits. added Thornton. Citrillia is a double dry hopped NEDIPA 5. Visitors are welcome to Great Rhythm’s taproom, which has a bright featuring Motueka, Citra & Simcoe and airy open concept, with a sleek combination of polished wood hops and Perpetual Grüven is a clear, and glistening brewery equipment. It boasts two large communal top-fermented beer with a bright, straw- tables, which are excellent for large groups or socializing with new yellow hue, brewed with 100% German friends. The atmosphere is always fun, upbeat and family-friendly. The malt and hops, fermented with taproom is open Monday through Saturday from 12pm - 8pm and a traditional yeast from a small brewery Sunday from 12pm - 6pm. in Cologne, Germany. 6. When the weather permits, guests of the taproom can sit outside and 10. You can follow Great Rhythm take in views of the tidal river feeding North Mill Pond, while enjoying Brewing Company on Instagram a frosty pour. Check out greatrhythmbrewing.com for current (@greatrhythmbrewing) and on Facebook offerings and products available in 16 oz. four-pack cans to take home. (facebook.com/greatrhythmbrewing).

4 HeadyTimes v.29 www.amoskeagbeverages.com Off-PremiseSPOTLIGHT Lazy Dog Beer Shoppe OR SHOPPERS SEARCHING FOR A PLACE THAT OFFERS A huge selection of craft beer, available in single serve, six-packs F and draught, in an inviting atmosphere, staffed with friendly, knowledgeable beer aficionados, Lazy Dog Beer Shoppe in Londonderry has them covered. Heady Times had the pleasure of meeting owners, Matt and Jen Morin (as well as their pooch, Honey, the store mascot) to see what makes this beer store so successful. Heady Times (HT): What made you decide to open a craft beer store? Lazy Dog Beer Shoppe owners, Matt & Jen Morin with Honey, Matt Morin (MM): My work commute from New Hampshire to store mascot Massachusetts everyday was getting old, so Jen and I decided to open our own business closer to home. We stumbled upon a former beer shop we fundraise for them, whether it’s selling that was for sale. Being beer enthusiasts, we decided to make a go of it. chocolate bars with Honey’s face on the label We opened Lazy Dog Beer Shoppe in December 2013. Our vision was to or collecting donations at the register. open a craft beer store that would appeal to customers who are new to HT: What would you like our readers to the craft beer world, who may feel intimidated by the large selection of know about Lazy Dog Beer Shoppe? beer, as well as your typical beer geek who thrives on variety. For those who may feel overwhelmed, our highly qualified staff is happy to help MM: Our store offers an environment with any questions or recommendations. where craft beer lovers can have a conversation about beer or sample new HT: Lazy Dog is a great name, how’d you come up with it? products at our Friday night tastings. We MM: We have a rescue dog named Honey. She’s so mellow and laid- offer over 1,000 SKUs, all available in back that we gave her the nickname Lazy Dog. Jen kept referring to our single serves, so every beer can be tried unnamed business as Lazy Dog Beer Shoppe, while we were reorganizing at home before purchasing a 6-pack. and renovating in preparation to open. The name just stuck. As you can It’s not uncommon for us to get 20 new see, Honey’s image is on our sign and logo. She’s usually at the store with products per week. We also carry a small, us. Folks come in just to pet her and say hello… she has loads of fans. hand-picked selection of wines. Beer lovers can follow us on social media to learn of HT: Tell us about the store’s Dog House. new products and events on Facebook MM: Some stores have beer caves, but here at Lazy Dog Beer Shoppe, (Facebook.com/Lazy-Dog-Beer-Shoppe), we have a Dog House. We decided to jazz up our walk-in cooler and Instagram (@lazydogbeer), Twitter thought with a name like Lazy Dog, we needed a doghouse. So, my (@LazyDogBeer) and untappd. friend and I built the distressed, wooden doorway around the cooler to make it look like a crooked, beat up, old doghouse. Inside, we store cold six-packs and kegs. It’s the only doghouse you want to be in. HT: You have one of the largest selections of kegs and logs in the area. Why did you make this decision? MM: We’ve seen the popularity of kegerators grow over the years. Fresh draft beer at home… is there anything better in the eyes of a craft beer enthusiast? We rent out pumps and jockey boxes, which are systems that contain all the equipment necessary to dispense beer. So, whether customers are looking for a Great North IPA 1/6 log, a 1/4 slim keg, a Sam Adams OctoberFest 1/2 barrel or one of many other draft beer offerings, we’ve got them. We also welcome special requests and do our best to find any beer the customer is looking for. HT: How involved are you with the community? MM: We’re very involved. We enjoy helping out our fellow small business owners. But probably our favorite organization to support is the place where we got Honey, the Salem Animal Rescue League. Throughout the year,

lazydogbeer.com • 27 Buttrick Road, Londonderry • 603 434-2500

www.amoskeagbeverages.com HeadyTimes v.29 5 On-PremiseSPOTLIGHT Black Mtn. Burger Co. OCATED AT 264 MAIN STREET, OTHERWISE KNOWN AS RTE. 112, a.k.a. the Kancamagus or “The Kanc,” in Lincoln, Black Mtn. Burger L Co. is certainly living up to its motto… “Brilliant Burgers & Brews!” But this hot-spot, right up the road from Loon Mountain in Depot Plaza, has so much more to offer. Heady Times caught up with manager Donal Magrane to find out why folks are flocking to Black Mtn. Burger Co. Heady Times (HT): Where did the name Black Mtn. Burger Co. come from? Donal Magrane (DM): Owners, Herman and Kellee Pfeuti chose the name in honor of one of the last logging camps, which helped inspire Sherman Adams, who was the founder of Loon Mountain. Black Mountain is located east of Loon Mountain’s North Peak. The Pfeuti’s also own Aloto Gelato located next-door to Black Mtn. Burger Co. and La Vista Italian Cuisine, at the RiverWalk Resort at Loon Mountain. Black Mtn. Burger Co. owners, Herman & Kellee Pfeuti and HT: Tell us about your food menu. manager, Donal Magrane DM: The menu isn’t all about the burgers, although we do offer 10 specialty burgers. Diners can build their own burgers or get a turkey, HT: What should everyone know about veggie or bison version. We specialize in the highest quality, fresh, Black Mtn. Burger Co.? grass feed beef. But we are famous for our fried mac ’n cheese balls, DM: We have strived to become a leader which are also available buffalo style. A very unique item on our menu in quality meals and beverages in our north is the Jersey style hotdog – it’s fried! Our menu also includes delicious country neighborhood and beyond. Our staff homemade chili, as well as chicken, salmon, salads and much more. is friendly, knowledgeable and committed HT: What about your beer selection? to making every visit exceptional. We love our regulars and our newcomers. We are DM: Black Mtn. Burger Co. has one of the best bars in town. We offer so much more than your typical burger and 55 beer options, with 14 beers and ciders on tap, plus 41 bottled/ beer joint. canned beers. The wide variety ensures that all of our customers will find the perfect beer to pair with their burgers. 11 lines stay constant, while 3 rotate. We love the local guy – a third of our beers are from New Hampshire breweries, such as Moat Mt., Smuttynose and Great North. HT: How are you so well versed in beer and how do you use your knowledge to better the customers’ experience? DM: I’m a Level I Cicerone (hopefully going for Level II soon). I recently redesigned our in-depth beer menu to include the ABV, origin and a fun tidbit on each beer. And, we upgraded our glassware because we know each beer glass is distinctly designed to bring out the aroma and flavor of a particular style. Having a variety of beer glasses enhances the drinking experience. Our talented bartenders also mix up some fantastic cocktails and margaritas. HT: What additions can customers expect to your beer lineup this fall? DM: Our beers will get darker and more flavorful as the temps drop here in the mountains. Beers like Moat Mt. OPA’s Oktoberfest and Great North RVP will make an appearance in our seasonal rotation, as well as many others.

blackmtnburger.com • 264 Main Street, Lincoln • 603-745-3444

6 HeadyTimes v.29 www.amoskeagbeverages.com NewPRODUCTS Miller 64 Redesign A New Look for Samuel Adams ’76 Beer drinkers continue to look for Sam Adams’ refreshing lager has some lighter options in the category they new duds! The new look is simple love. In order to reach these shoppers, and immediately communicates flavor Miller 64 has a new look and feel. The expectation to consumers, making the packaging now highlights the beer’s beer more approachable. The lighter blue benefits. This “exceptionally light beer is and white filigree indicates lightness, perfectly balanced” and only 64 calories. ABV: 2.8% as Sam ’76 is only 128 calories! Made Availability: Now, year‑round with ale and lager yeast, Sam ’76 is the perfect balance of a light-bodied, smooth beer, Liquid Death Mountain Water with a slightly juicy flavor and tropical & citrus aroma. Availability: Now, year‑round Liquid Death began with the totally evil plan to make people laugh and get more of them to drink more water more often. This non-alcoholic, 100% Truly Hard Seltzer Draught premium mountain water is straight from the Alps. Crisp. Clean. Clear. Truly’s first unflavored hard It has a 7.6+ pH, natural electrolytes & minerals, seltzer is perfect for serving over ice and garnishing in eco-friendly, recyclable cans. Murder your thirst! with fresh fruit. ABV: 5% Package: Draught only Package: 16.9 oz. cans only Availability: Now, Availability: Now, year‑round year‑round Truly Wild Berry Hard Smirnoff Spiked Sparkling Seltzer 24 oz. Cans Raspberry Rosé Seltzer Draught Truly Wild Berry welcomes a new Smirnoff’s hugely popular Spiked Sparkling package. 24 oz. cans will join 12 and 16 oz. Raspberry Rosé Seltzer is now available in 1/6 cans as a new year‑round package. Naturally kegs! Raspberry Rosé has a juicy, raspberry flavor, sweet flavors of strawberries and raspberries with floral and jammy undertones.ABV: 4.5% from California, along with Marion blackberries, Availability: Now, year‑round a bubbly mouthfeel and clean finish, make for a truly refreshing hard seltzer. ABV: 5% Availability: Now, year‑round PRESS Variety 12 Pack Has A New Look Truly Pineapple Hard Seltzer It’s the unique combination of fruit and Previously available only in the Tropical Variety spice that puts PRESS in a category Pack, Truly Pineapple will soon be available in of its own. All-natural ingredients, stand-alone packages! Truly Pineapple has a low calorie, with gluten removed. bright, tropical aroma, with hints of fresh squeezed This variety pack includes four flavors: pineapple juice and mandarin, for a clean, Lime Lemongrass has fresh lime infused with refreshing finish.Packages: 12 and 24 oz. cans a delicate herbaceousness, Grapefruit Cardamom Citrus Availability: Year‑round: 24 oz. cans beginning in has a sophisticated pop of woody spice, Pomegranate July; 12 oz. cans beginning in August Ginger is made with succulent superfruit with a snap of fresh ginger and Blackberry Hibiscus with luscious berries and a refreshingly tart finish.ABV: 4% Package: 12 oz. Sebago Haze FWD slim cans only Availability: Now, year‑round New England IPA Haze FWD is a classic New England IPA. Sebago’s Angry Orchard version is tropical and juicy, featuring Amarillo, Crisp Apple Unfiltered Simcoe, Lemondrop, Strata, and Citra. Haze FWD is This hard cider is an homage to the way cider used aromatic and refreshing. to be made, before the filtration process Get on board the hazy train! was added. Crisp Unfiltered is a little less ABV: 6.7% Packages: 12 oz. sweet, with a full, round mouthfeel. It tastes cans and draught like biting into a fresh apple. ABV: 6% Availability: Year‑round, Packages: 12 oz. bottles and draught beginning in August Availability: Year‑round, beginning in August www.amoskeagbeverages.com HeadyTimes v.29 7 NewPRODUCTS Sufferfest Beer Co. Sierra Nevada Torpedo Extra IPA is a woman-founded, 6-pack Cans certified B corporation which crafts beer for Now available in 6-pack cans, those who aspire to live healthy, active lifestyles. Torpedo Extra IPA was the first beer They are the category creators of what the industry to use Sierra’s “Hop Torpedo,” a dubs “Functional Beer.” Their consciously crafted revolutionary dry hopping device beers all feature something special, with reduced that controls how much hop aroma calories, carbs and gluten. Inspired by strong is imparted into beer, without adding women, athletes and adventurers, Sufferfest beers additional bitterness. Torpedo Extra IPA is are purpose-brewed for those who go the extra an aggressive yet balanced beer with massive hop mile, and those who aspire to celebrate those aromas of citrus, pine and tropical fruit. ABV: 7.2% finish line moments. Availability: Year‑round, beginning in July

Sufferfest Repeat Great Rhythm Perpetual Grüven Sufferfest’s flagship, Repeat, is a Perpetual Grüven is a crisp and refreshing Kölsch- Kölsch-style beer made with ale that is cold conditioned like a lager, pollen. At only 95 calories and 5 but fermented with a traditional ale yeast from a grams of carbs, this beer boasts full flavor and body. small brewery in Cologne Germany. This is Great With added bee pollen for an additional layer of aroma Rhythm’s lawnmower beer! (and a staff favorite at and complexity, Repeat is here to celebrate work, Great Rhythm). ABV: 4.8% Package: 16 oz. cans life, balance. ABV: 3.5% Packages: 12 oz. cans and only Availability: Now, year‑round! draught Availability: Year‑round, beginning in August Great Rhythm Citrillia Sufferfest Mixed Pack Citrillia is an extremely hoppy and hazy Sufferfest’s 6-pack can variety New England-style Double IPA. Packed includes: Repeat, a Kölsch-style beer with an absurd amount of hops, this one is made with bee pollen; Head Start, bursting with notes of ripe stone fruit, lacks a brewed with equator coffee & the bitterness of a typical DIPA and has coconut water and FKT, a pale ale brewed with salt and a soft and silky-like mouthfeel. ABV: 8% black currant. Availability: Year‑round, beginning in August Packages: 16 oz. cans and draught Availability: Now, year‑round! New Beers in Sierra Nevada The Sampler Brewery Ommegang Six different styles in Sierra’s newest Project Cider 2/12 variety pack make for a true opportunity to experience some of Ommegang Project Cider puts a distinctly American their finest beers. Sierra has switched twist on an Old World tradition. Combining the best of up the sampler, which now includes: both American and European traditions, these ciders Pale Ale, Torpedo Extra IPA, 3 Weight Session offer fresh, fruit-forward flavors with a dry, sparkling IPA, Flipside Red IPA and Hop Bullet Double IPA. drinkability. Project Cider begins with fresh-pressed Availability: Year‑round, beginning in August culinary varietals (McIntosh, Gala, Red Delicious, Pazazz) sourced exclusively from New York State. The juices Sierra Nevada Pale Ale are fermented with their Belgian house yeast to add character and complexity. A touch of hibiscus provides 6-pack Cans Rosé with a tart snap and well-rounded texture. The Now available in 6-pack cans, Pale Ale is bold and finished products are complex, with pine and citrus notes from the whole- clarified and carbonated cone Cascade hops. This iconic for a spirited sparkle. pale ale was first brewed in 1980 Project Cider is available in and introduced a generation to two flavors:Dry Cider and the glory of hops. ABV: 7.2% Rosé Cider. ABV: 6.5% Availability: Now, year‑round Package: 12 oz. cans only Availability: September

8 HeadyTimes v.29 www.amoskeagbeverages.com NewPRODUCTS SeasonalSELECTIONS Smuttynose Rebrands When Demand Exceeds Supply Their Core Lineup Many of our craft seasonal and specialty releases are Smuttynose Brewing Company is excited to available in limited quantities. Breweries only produce a introduce new packaging for their core lineup of certain amount of their specialty beers and Amoskeag does beers. Because at Smuttynose, beer isn’t merely all they can to get as much product as possible. In addition, viewed as a reward after a long day or something this magazine is compiled months prior to the decision made you wash down lunch with, though it’s good for by the brewery to allocate their products to the wholesaler. those, too. To Smuttynose it’s an essential part Variations in production for some of these limited release of life’s great journey, like your trusty fishing rod offerings will fluctuate, resulting in lower quantities than or beat-up pickup truck. Whether you’re hiking anticipated. If you are interested in something you see in a 4,000-footer or enjoying a backyard BBQ with this publication and it is out of stock when you place your friends, the perfect beer can amplify that moment order, please contact your Amoskeag Beverages sales into something truly memorable. representative to discuss a similar product. Smuttynose believes this to their core, which is why their core lineup of quality craft beers runs the gamut of flavor profiles, aromas, smells and… now has a whole new look! Harvest Pumpkin Wheat Smuttynose Finestkind IPA Nationally recognized as a seasonal Brewed with ample heapings of Simcoe and favorite, Harvest Pumpkin Wheat Amarillo hops, Finestkind IPA is bold in both returns with the autumn flavors we’ve flavor profile and aroma, offering distinct notes all grown to love. Crafted with real of citrus and pine and a satisfying kick pumpkin and harvest spices such to top it all off. ABV: 6.9% Packages: 12 oz. as cinnamon, nutmeg, cloves and bottles, 12 oz. cans, 16 oz. cans and draught allspice, this wheat ale delivers a taste Availability: Now, year‑round any autumn enthusiast will enjoy. ABV: 5.7% Package: 12 oz. bottles Smuttynose Old Brown Dog only Availability: Now! This American is an award-winning Blue Moon Share Pack example of the style. Reach for Old Brown Dog when the occasion calls for something big Blue Moon has switched up the flavors on flavor, but without the hop punch.ABV: 6.5% in their Share Pack for the cooler Packages: 12 oz. bottles, 12 oz. cans and months. From September through draught Availability: Now, year‑round February, the 2/12 Share Pack will include: Blue Moon Belgian White, Smuttynose Mango Wheat and Iced Coffee Blonde. Availability: September Vunderbar Pils Grounded in tradition, but with a shot of new- Redd’s Seasonal Variety Pack age innovation, Vunderbar is the cleanest, most flavorful pilsner you’ll find anywhere. Redd’s knows that their shoppers love to mix it up, so ABV: 4.9% Packages: 12 and 16 oz. cans they’re releasing another delicious 15-pack sampler, full and draught Availability: Now, year‑round of the strongest-performing fall flavors –Redd’s Apple, Black Cherry and Strawberry. Talk about a team Smuttynose of VIPs! Packages: 12 oz. cans and 12 oz. bottles New Hampshire Pale Ale Availability: September New Hampshire Pale Ale is a brand-new offering from Smuttynose Brewing Co., and is artfully brewed at the intersection of distinct flavor and exceptional drinkability. ABV: 5.2% Packages: 12 and 16 oz. cans and draught Availability: Now, year‑round

www.amoskeagbeverages.com HeadyTimes v.29 9 SeasonalSELECTIONS Leinenkugel’s Guinness Gilroy Lion Harvest Patch Shandy Cans and Bottles A shandy is a beer mixed with a little This fall, Guinness will introduce something extra, like soda, juice or ginger limited-edition packaging ale, so every fall, Leinenkugel’s releases featuring the famous Gilroy their famous Harvest Patch shandy with Lion! These special cans and natural pumpkin spice flavor. It’s a delicious bottles, which celebrate the blend of traditional weiss beer, nutmeg, ad campaigns of the 1930s allspice, clove and a bit of pumpkin. and 50s, will drive sales and ABV: 4.2% Packages: 12 oz. bottles and 12 oz. cans delight consumers! ABV: 4.2% Availability: September Packages: 11.2 oz. bottles and 14.9 oz. cans Leinenkugel’s Explorer Pack Availability: September Leinenkugel’s brews more than just shandies. This fall and winter, they’re going to show off their other beers Mike’s Hard Apricot Lemonade that make them such a special brewery in this variety pack, which includes: Snowdrift Vanilla , a full- New Mike’s Hard Apricot Lemonade has a ripe apricot bodied brew with hints of cocoa, coffee and caramel aroma with a hint of lemon zest. It has a refreshingly with a roasted malt backbone, Northwoods Lager, a sweet apricot taste, with a nice citrus seasonal lager that comes out of its yearly hibernation, lemon finish and delivers just the in all of its bready, malty glory, right balance of apricot sweetness Canoe Paddle Kölsch, an original and lemon tartness. ABV: 5% brew that helped put the brewery Package: 12 oz. bottles only on the map, with its easy-to- Availability: September drink lemongrass, malt and subtly creamy uniqueness and Cranberry Ginger Shandy, a traditional with natural cranberry flavor and a hint of ginger. Availability: September Sierra Nevada Narwhal Narwhal Imperial Stout is inspired Leinenkugel’s by the mysterious creature that Shandy Sampler Pack thrives in the deepest fathoms of the frigid Arctic Ocean. Keep your shandy season going with Featuring incredible depth of the new Leinenkugel’s Shandy Sampler malt flavor, rich with notes pack. Each 12-pack features a mix of of expresso, baker’s cocoa, shandy beers, including: Pomegranate roasted grain and a light hint Shandy, Orange Shandy and of smoke, Narwhal is a massive Grapefruit Shandy, delivering flavor, malt-forward monster. Aggressive refreshment and something for but refined with a velvety smooth body and decadent everyone. Availability: September finish, Narwhal will age in the bottle for years to come. ABV: 10.2% Packages: 12 oz. bottles and draught Shiner Oktoberfest Availability: August Just like the world’s largest beer festival, Sierra Nevada Oktoberfest Shiner has Bavarian roots and a long tradition of honoring tradition. Which Together with Germany’s Bitburger Brewery, is why they make this GABF Gold Sierra Nevada made an Oktoberfest Medal-winning Märzen-style ale with that turns backyards into beer gardens. German-grown Hallertau tradition. If Rally your friends and celebrate with a that doesn’t make you Polka dance festbier whose rich amber color, secret for joy, we don’t know what will. hop blend and smooth malty flavor ABV: 5.7% Package: 12 oz. bottles bring the Munich tents to you. ABV: 6% only Availability: August Packages: 12 oz. bottles and draught Availability: August 10 HeadyTimes v.29 www.amoskeagbeverages.com SeasonalSELECTIONS Samuel Adams OctoberFest Dogfish Head Punkin Ale In 1810, the Oktoberfest tradition was born This full-bodied brown ale has smooth hints of when Munich celebrated the Crown Prince’s pumpkin, brown sugar and spice. Punkin Ale wedding with beer and a 16-day party. Sam is brewed with REAL pumpkin, brown sugar, Adam’s take on the style blends hearty allspice, nutmeg and cinnamon. This medium malts for a deep, smooth flavor, with notes amber to copper-colored beer made its debut of caramel that’s perfect for the season, in 1995 and Dogfish Head has been brewing or whatever you’re celebrating. ABV: 5.3% it every fall since. ABV: 7% Packages: 12 oz. Packages: 12 oz. bottles, 12 oz. cans and bottles and draught Availability: August draught Availability: August Dogfish Head 120 Minute IPA Samuel Adams Kosmic Sour The Holy Grail for hopheads, 120 Minute IPA Who’s got the funk? We got the funk. This is continually hopped with high-alpha hops beer is blended with a funky Belgian beer throughout the boil, dry-hopped, then finally called Kosmic Mother Funk (KMF), an ale aged on a bed of dry hops. A fan favorite with spontaneous fermentation that’s been since its first release in 2003, this imperial IPA aged for two years in Hungarian oak foeders. boasts hoppy flavors, candy-like hop aromas Wild yeasts in the barrels contribute a and some hop resin character. At 15-18% ABV, unique, fruity and tart character. ABV: 4.6% it’s the perfect beer to enjoy fresh or lay down Packages: 12 oz. bottles, 12 oz. cans and for later. ABV: 15-18% Packages: 12 oz. draught Availability: August bottles and draught Availability: September Samuel Adams Fall Variety Pack Dogfish Head Suddenly Comfy Perfect for when the weather turns cooler, this bottle Reminiscent of freshly-baked apple pie, Suddenly variety features Sam Adams’ core favorites: Boston Comfy is an imperial made with all Lager, a classic beer with a perfect balance of the trappings of a great apple pie – but brewed, bitterness from the Hallertau Mittelfrüh hops and not baked. Fresh apple cider provides a tart, caramel sweetness from the malts; Sam ’76, a fruity sweetness,while a combination of Saigon refreshing lager with a light, citrus hop profile that cinnamon and Madagascar vanilla beans grabs finishes clean;OctoberFest , a traditional Märzen, with your nose with the aromas of pie crust and roasted caramel sweetness bruleed sugar. A journey through nostalgia, this from a proprietary blend liquid apple pie is a fragrant flashback that will of four different malts and have you longing for the past with each sip. Kosmic Sour, a tart and ABV: 8% Packages: 12 oz. bottles and draught wild sour ale with complex, Availability: October red fruit notes upfront that are balanced by the sour of Dogfish Head Bourbon Kosmic Mother Funk ale. Barrel-Aged World Wide Stout Availability: August To make this dark, rich and roasty stout, Dogfish Samuel Adams Fall Can Head took their classic World Wide Stout and Mix Pack aged it in freshly-emptied, charred oak bourbon barrels. In fact, these barrels For all your outdoor fall activities, like tailgating were still wet with spirits and camping, this can variety featuring: Sam ’76, when they arrived at the OctoberFest and Kosmic Sour is the perfect brewery! Rare and often companion. Availability: August rumored about in the darkest corners of the beer community, this complex variant of World Wide Stout balances notes of coffee and licorice with the caramely, smooth finish of bourbon.ABV: 15-18% Packages: 12 oz. bottles and draught Availability: October

www.amoskeagbeverages.com HeadyTimes v.29 11 SeasonalSELECTIONS Harpoon Octoberfest UFO Leaf Peepin’! Fall Mix Harpoon’s take on the classic Märzen style Fall is the perfect time to is a rich, full-bodied, festive tribute to fall. get outside! Go on a hike, Roll out the barrels and raise a toast to this climb that mountain, see the season of celebration. Prost! ABV: 5.3% leaves change and make sure Packages: 12 oz. bottles, 12 oz. cans and you take this mix pack with draught Availability: August you! This autumnal UFO can mix includes: UFO White, Harpoon Tailgater Fall Mix Pineapple, Raspberry and Pumpkin. Happy leaf Harpoon understands that peepin’! Availability: August you have commitments… like football, concerts and the last barbecue of the season. These City Roots Pumpkin Dry Cider were the occasions they had in mind when they While apple season is the real draw of created the Tailgater mix fall, pumpkin season is close behind. City pack, combining the best Roots Pumpkin Cider combines the best offerings of the fall and pairing perfectly with your of both worlds with some subtle, next tailgate! Included in this year’s variety pack are: seasonal spices snuck Harpoon IPA, Rec. League, Octoberfest and Flannel in. Filtered bright and Friday. Packages: 12 oz. bottles and 12 oz. cans crisp, it’s everything Availability: August we love about autumn. ABV: 4.8% Harpoon Dunkin’ Packages: 16 oz. cans and draught Coffee Porter Availability: August Beloved Dunkin’ coffee brings robust, roasty notes to this balanced and smooth coffee porter. This porter is Harpoon’s Smuttynose Pumpkin Ale tribute to all the days that Dunkin’ has This pumpkin ale is brewed with real pumpkin helped them fire up the brew kettle. and traditional spices, think cinnamon, nutmeg ABV: 6% Packages: 12 oz. bottles and and clove. Smuttynose Pumpkin is a hearty, draught Availability: October deeply balanced ale with a cornucopia of fall aromas to match a flavor profile that’s robust Harpoon Agua Fresca and complex, without being overwhelming. This Agua Fresca-inspired ale is brewed This is a beer with complements of pumpkin with mango, pink guava, a touch of – not the other way around. And Smuttynose ginger and a hint of lime. ABV: 6% wouldn’t have it any other way. ABV: 5.9% Packages: 16 oz. Packages: 12 oz. bottles and draught cans and draught Availability: September Availability: August Smuttynose Smokin’ Peach Sour After a lengthy hiatus, Smuttynose’s celebrated Smokin’ Peach Sour returns to their lineup. Featuring a fresh new look, UFO Pumpkin fans of this flavorful brew can expect the Some people say pumpkins are fruit. same intriguing contrast of tart peach Others say pumpkins are vegetables. pops, balanced against a smoky, malt UFO says... they’re tasty! This fall-spiced backbone. Your taste buds hefeweizen is brewed with pure pumpkin won’t know quite what to – a truly delicious fruiveggie! ABV: 5.9% think – but they’ll know they Packages: 12 oz. cans and draught want another sip. ABV: 6.5% Availability: August Packages: 16 oz. cans and draught Availability: September 12 HeadyTimes v.29 www.amoskeagbeverages.com SeasonalSELECTIONS Smuttlabs Lemon Charger IPA Allagash Truepenny Re-charging your batteries can mean a lot of things to A truepenny is one that’s both trusty and a lot of different people, a beach, a good book, a nice honest. This Belgian-style pilsner delivers on long homebrew day, or drinking a beer that catches its promise of refreshment with a classic grain all of that in 16 ounces. This classic American IPA bill and Noble hops. It distinguishes itself is lavishly hopped with Centennial and with a hint of wild beer, blended for balance. Lemondrop hops. Smuttlabs Lemon Charger This is a beer that refreshes while it delights, pours a striking soft golden color with a a Truepenny. ABV: 5.5% Packages: 12 oz. fluffy, cloud-like white head. Huge lemon bottles and draught Availability: September and green tea aromas pour out from the Lemondrop hops along with intense citrus and pine notes. Pillowy on the palate from Moat Mountain OPA’s the addition of oats, this easy-drinking Oktoberfest Lager brew will have you buzzing. ABV: 6.5% A German-style lager of course! OPA’s Packages: 16 oz. cans and draught Oktoberfest is amber in color, the nose Availability: September has mild sweetness, toasted bread, dried grass and faint spices. The taste is smooth Wachusett Boo-Yeah! and slightly crisp with a medium body and endearing toasted malt. Hints of biscuit This scary good pumpkin ale will have and nuts, herbal hop and spice, lead into your taste buds screaming for more! Boo- balanced bitterness and a clean, semi-dry Yeah! has flavor of fresh pumpkin with finish. Prost!ABV: 5.2% Packages: 16 oz. hints of spice that makes for a spooky cans and draught Availability: September treat you won’t want to miss. Perfect for the fall, this brew is made with Magnum, Fuggles and East Kent Goldings hops. Great North Märzen Rover ABV: 6.6% Package: 12 oz. cans only Amber Lager Availability: August Lightly hopped with a blend of malts creating a bready, honey- Stony Creek Crum – Apple like flavor, Märzen Rover has a Cinnamon Oatmeal Amber Ale touch of sweetness, followed by a clean, dry finish, making Crum is Stony Creek’s interpretation of a classic apple it easy drinking, yet satisfying. crumble. Fresh apple cider and a hefty add-on of ABV: 5% Packages: 16 oz. oats, lend hints of juice and a velvety body. Cinnamon cans and draught and nutmeg add a rich Availability: September nuance. Treat yourself to something special this fall and pour yourself Woodstock Inn Autumn Ale Brew a slice. ABV: 4.5% Autumn Ale Brew is a mild English Package: 12 oz. cans brown ale, flavored with apples and only Availability: August cinnamon. If you’re curious about how Woodstock created this mysterious fall favorite, they can only say, “double, Narragansett Fest Märzen Lager double toil and trouble…” This Based on the Bavarian-style beer that is by far Woodstock’s most Narragansett produced in the ’60s and popular seasonal. ABV: 4.4% ’70s, this elegant Oktoberfest-style Märzen Packages: 12 oz. cans and is brewed with the highest quality German draught Availability: August malts and hops. Weyermann’s Munich malt creates a rich, bready and toasty base, while noble Tettnang hops add a crisp, but subtle and dry, spiced finish. King Gambrinus would be proud! ABV: 5.5% Package: 16 oz. cans only Availability: August www.amoskeagbeverages.com HeadyTimes v.29 13 SeasonalSELECTIONS willie’s superbrew Switchback Märzen Fest Bier Sparkling Pear & Cinnamon Märzen (“Maer-tsen”), Switchback’s first lager, is Introducing the first cold weather hard seltzer. made in the traditional fest beer style. Often called willie’s superbrew’s first rotational release, Oktoberfest lagers, these rich fest beers are great for Sparkling Pear & Cinnamon, delivers the any festive occasion. Switchback’s Märzen is wonderfully warm and fuzzy feelings of fall in every sip. malty with a balanced and crisp hop character. Their The sweet and spicy aroma of cinnamon hits Märzen is aged six full weeks using a traditional lagering first with light vanilla notes. At first sip, you’ll notice process. Following in that tradition, the beer is naturally the pear & cinnamon upfront in harmony, followed conditioned, using the yeast to create carbonation by a touch of vanilla to round out the flavor profile. in the aging tank. Going through a slow, multi-step Hard seltzer’s ode to a holiday cobbler – delightfully fermentation process allows this beer to highlight the warming to get you through the cold months, and still best characteristics of a lager. It is all about the malt low calorie, low carb, gluten-free, and made with all and the hops, with the yeast staying in the background real ingredients. ABV: 4.5% Package: 12 oz. cans only flavor-wise, keeping the beer exceptionally clean, crisp, Availability: September and refreshing. Like all Switchback beers, Märzen is not filtered. The clarity is from the long Rogue Dead ’N’ Dead aging process, whereby Aged in Dead Guy Whiskey Barrels, Dead ’N’ the cloudiness has Dead is the evolution of Dead Guy Ale. The slowly settled out of barrels enhance the robust malt and hop the beer. ABV: 5.2% profiles of original Dead Guy Ale. The ale soaks Packages: 12 oz. in hints of oak and whiskey while maturing bottles and draught over several months at the Rogue ocean aging Availability: September room. ABV: 8.2% Package: 22 oz. bottles only Availability: September Switchback Slow-Fermented Brown Ale Rogue Pumpkin Patch Ale Slow-Fermented Brown Ale is a beautiful chestnut Created with pumpkins grown at Rogue Farms brown colored beer, with a rich roast and caramel in Independence, Oregon, their pumpkins are picked, malt flavor, delicately balanced by hop undertones and loaded into their trucks, driven immediately a subtle sweetness in the finish. Fermenting at cool 77 miles to Rogue’s brewery in Newport, Ore., temperatures with an ale yeast causes a stress-reaction, quickly roasted and pitched into the brew kettle. leading to a clean flavor coupled with a rich and full ABV: 6.1% Packages: 750ml and draught mouthfeel. As a test, Switchback fermented their Availability: September SFBA recipe normally and also at a lower temperature just above the yeast’s tolerance. The results were remarkable. A testament to the importance of yeast to a beer’s flavor, the slow-fermented version has a gentle creaminess that balances perfectly with the soft caramel overtones of the brown ale recipe, ending in a crazy smooth finish. It is a difficult and touchy beer to make, but Switchback is hooked on the results! Like all Switchback beers, Slow-Fermented Brown Ale is carbonated naturally and left unfiltered for the Two Roads Roadsmary’s Baby fullest flavor possible. Yeast sediment is normal and Switchback encourages you Roadsmary’s Baby is a traditional pumpkin to mix the yeast back into ale with a Two Roads spin, it’s aged in rum the beer to experience barrels for added complexity and depth it as originally of flavor. The result is a smooth drinking bottled. ABV: 5.2% ale with notes of pumpkin, spices, vanilla, Packages: 12 oz. oak and a touch of rum. ABV: 6.8% bottles and draught Packages: 12 oz. bottles, 12 oz. cans and Availability: October draught Availability: August

14 HeadyTimes v.29 www.amoskeagbeverages.com Available Year-Round PERFECT FOR THE SEASON North Country Fire Starter Great Rhythm Many people have called this cider Tropical Haze “warm apple pie” or “fireworks in Tropical Haze is a brightly hopped New your mouth”. North Country just calls England style IPA. It’s hoppy, hazy, and it delicious. A medium-sweet cider packed with flavors and aromas of flavored with cinnamon, habanero and tropical fruit and pineapple. ABV: 6.8% pomegranate, Fire Starter is made from Packages: 12 oz. cans and draught New Hampshire and Maine grown apples. ABV: 5% Package: 12 oz. cans only Great Rhythm Resonation The is the one that started it all for Clown Shoes Lil’ Crispy Great Rhythm! Resonation is a crisp and refreshing pale ale and is dry hopped like Crisp Ale their IPAs. This brew has a nice resinous If your friends all jumped off taste, with notes of grapefruit and orange. a mountain, does that mean ABV: 5.2% Packages: 12 oz. cans you’d do it? Yes, but please and draught pack a parachute! Light-bodied and refreshing, Lil’ Crispy is a Great Rhythm Squeeze welcoming crisp ale that is as Squeeze is a hoppy, hazy New England style approachable as they come. IPA with a blast of tangerine and papaya in With subtle malt sweetness and every ounce! This IPA features Mosaic hops, smooth overall flavor, Clown Shoes and is one of Great Rhythm’s most popular crafted this ale for easy drinking enjoyment. ABV: 4.8% beers. ABV: 5.7% Packages: 16 oz. cans Package: 16 oz. cans only and draught

New Holland Dragon’s Milk Bourbon Barrel Stout Dragon’s Milk Bourbon Barrel Stout is rich, roasty, and creamy with heavy notes of vanilla and just enough heat from bourbon barrels. It reminds us that all of life’s events – big Allagash Barrel & Bean or small – are worth celebrating. Barrel & Bean is brewed with Allagash’s blend Dragon’s Milk pairs well with red of 2-row malted barley. It’s hopped with meat, smoked foods, balsamic, Nugget and Hallertau then fermented with the rich cheese, and dark chocolate. brewery’s house yeast. After fermentation ABV: 11% Packages: 12 oz. bottles and aging in bourbon barrels for just shy of and draught two months, cold-brewed coffee is added from Portland, Maine-based coffee roaster Labatt Blue Citra Speckled Ax. The finished beer features notes of caramel, bourbon and coffee. This hoppy session lager is brewed with ABV: 10% Package: 12 oz. Citra and Mosaic hops for fresh, juicy bottles only aromas and flavors of tropical fruit. Crisp and easy drinking, Labatt Blue Citra represents a new kind of refreshing. ABV: 4.7% Packages: 12 oz. cans and draught

www.amoskeagbeverages.com HeadyTimes v.29 15 Programs

Coors Light Is Trick-Or-Treating to Benefit St. Jude is trick-or-treating for a cause this Halloween. The World’s Most Refreshing Beer is bringing consumers a refreshing take on Miller Lite Halloween celebrations. Every sale generates Miller Lite is all dressed up and ready to bring a little fright this Halloween. a donation to St. Jude. They’ll drive They’re making a suite of treats for bars to use as decorations, driving awareness through jack-o’-lantern relevance and consideration of Miller Lite, and making the Original Light decals, POS and a new aluminum Beer the center of the celebrations through spooky window and mirror cup – the pumpkin’s nose turns blue clings, coasters, stadium cups and beverage wraps. when it’s cold.

Coors Light Football and ESPN College GameDay The all-star team is ready to tackle college football this year and remind fans that “When the Mountain Turns Blue” it’s time to kick off the game. Coors Light is teaming up again with Yeti and the biggest teams in the NCAA, and they’ve drafted a new MVP partner this year – ESPN College Miller Lite and in the GameDay! Together, they’ll bring Original Pilsner Program branded on-premise and retailer tools Miller Lite was the first light lager, created in 1975. Pilsner Urquell was the that will get football fans excited to first pilsner lager, created in 1842. This year both brands are celebrating their kick off every game with the coldest, famous taste and originality together, inviting beer enthusiasts to revel in two most refreshing beer. authentically ground-breaking beers.

16 HeadyTimes v.29 www.amoskeagbeverages.com Programs Truly Presents the Barstool Classic Presented by Truly Hard Seltzer, this is competitive golf, done the Barstool way. Created for the common golfer, this is the greatest combination of competition, camaraderie and fun the golf world has ever known. This is a golf tour by the Keystone Light’s people, for the people, featuring Tailgating Starts Hunt Is On eight qualifying events across with Tea six regions, culminating in a Football season is here, and Twisted Keystone Light knows their fans love Championship Tournament at Tea is ready to tailgate! To kick off a good hunt, so the hunt for the Liberty National in NYC. Come for the new season, the Twisted Tea rare cans returns for its ninth year. the golf; stay for the happy hour. Packaging and retailer POS will tell Tailgate Tour will be on the road shoppers that they can find one of sampling thousands of new drinkers several rare cans in order to drive and showing fans nationwide how continued, repeated purchase so to tailgate with a twist. Twisted Tea they can win big. Keystone Light will also be firing up the grill with will be providing seasonally relevant the Culinary Fight Club for their versions of POS to keep it fresh. nationwide Twisted Tea Tailgate Throwdown, challenging grill masters to cook up the best tailgate recipes Run the Boston or LA using Twisted Tea and inspiring 2020 Marathons with tailgaters all across the U.S. to get Marathon 26.2 Brew grillin’. Twisted Tea is a flavorful, refreshing alternative to light beer Drinkers will have an opportunity and at 5% ABV, with no carbonation, to run the Boston and LA 2020 it’s perfect for tailgating all season marathons! Five bibs are available long! To upgrade your tailgate with for each marathon. To enter for Twisted Tea, visit TwistedTea.com a chance to run, drinkers will or see how fans are tailgating with visit RunBoston2020.com or #TwistedTailgate! RunLA2020.com between July 1st and September 30th and submit a video (no more than 60 seconds) explaining why they want to run the Boston or LA marathon. The chosen Celebrate Fall’s Best Fest with runners will win round-trip flights for Sam Adams OctoberFest them and a companion, a hotel room (up to three nights), a $500 gift card Celebrate the return of fall’s #1 for spending money and one bib for selling seasonal beer! Samuel Adams the marathon. OctoberFest is back, and this year, Sam Adams is bringing the party to drinkers with a national text-to-win sweeps for a beer fridge + $2,000 to throw their best fest, on-premise steinhoisting activations & prizes like koozies, t-shirts & keychain bottle openers, as well as an Oktoberfest party at the Boston Brewery and media support.

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Protect the Outdoors with Pacifico Preserves After a successful on-premise Find Your Gameday Beach with Corona program in 2018, Pacifico is and Tony Romo bolstering its efforts to protect outdoor adventure by developing Football is back and that means the Corona Gameday Hotline is too. Tony Romo a breakthrough “You Buy, We returns as the hotline operator to help Find Your Gameday Beach in 2019. Donate” campaign with four like- Through a new promotion, consumers will have the chance to watch the big minded charity partners. The Pacifico game beachside, as well as enter to win daily instant prizes. With Corona as your Preserves program will garner teammate, you’re set to have another winning season in 2019. The program will charitable donations for every Pacifico be supported by all new TV spots featuring Tony Romo at the Corona Hotline call purchased in both the on and off- center, heavy TV & digital media spends and on and off-premise POS. premise during its three-month promotional period. The money will be donated to Surfrider, American Go Deep with Ballast Whitewater, American Alpine Club Point Fathom Football and the National Park Conservation Association. The brand will be running Ballast Point’s Fathom IPA, the national TV, Facebook and Instagram smooth IPA with just the right amount creative and digital video via YouTube of depth, will go deep this year in and Hulu to raise awareness of the support of football season. Ballast program. Through Pacifico’s genuine Point is launching POS to leverage connection to outdoor adventure, around football, with support via coupled with the strength of its social media and activations in the charitable partners, this program is brand’s brewpubs. sure elevate the brand for consumers, incite Pacifico purchase and foster positive environmental change.

Celebrate Día de los Muertos with Casa Modelo In 2019, Modelo will honor Día de los Muertos by inviting consumers to celebrate those with the fighting spirit. The brand’s approach moves away from a fantastical/ abstract visual to reflect the vibrant, real-life style of the celebration. The new creative features real marigolds, sugar skulls, candles, papel picado and pan de muerto – all items you might find on ofrendas during this celebration. Modelo is supporting the program with a 360-degree campaign including all new POS elements and merchandise. Additionally, Casa Modelo will further build its success of the program by acting as Official Beer Sponsor of the Voodoo Music & Arts Festival for the third year in a row!

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Save on Pura Still & Healthy Snacks Consumers get $5 back when they purchase any two 6-packs or one 12-pack of Pura Still spiked water with zero Win Big with Mike’s White Claw Surf Trip bubbles and a healthy snack. Giveaway Text PURA to: 71441 or visit From July 29th through October st purastillbeverage.com/healthysnack 1st, Mike’s is offering consumers From August 1 through October st to redeem the offer, which is good a chance to win two tickets to a 31 , White Claw is offering through September 30, 2019. professional football game of their consumers the chance to text-to-win choice and $1500 for travel! a trip to the Surfer Awards in Hawaii!

Join the Veterans Count Lakes Region Chapter on Saturday, September 28th, from 1-4pm at Funspot for Red, White & Brew, a craft beer and wine festival. Enjoy live music, food, FREE car show, raffles, auction, and local vendors! Come celebrate Military Appreciation Day! Show proof of military status and receive free Funspot gifts! Trailgating with VIP Admission is $40 Sierra Nevada General Admission is $25 Sierra’s fall program, Trailgating, Admission includes a focuses on enjoying the outdoors commemorative mug, while with friends and targets cross- supplies last. merchandising displays with Cliff Bar to encourage shoppers For more information and to pick up all the essentials how to order tickets, visit: to create their own tailgate at VETSCOUNT.ORG/NH the trailhead.

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Cheers to the Guinness Gilroy Lion Celebrate the campaigns of the 1930s and 50s by featuring the special-edition Gilroy Lion packaging to drive sales and delight consumers! Off-premise • Build displays with Guinness “Lion” cans/bottles and specially- created POS • Incorporate Guinness Blonde and Guinness Extra Stout into Guinness “Lion” displays to drive incremental sales On-premise • Secure Guinness specials and features in accounts promoting the Gilroy Lion cans/bottles Celebrate the Season with Guinness • Promote features with specially created POS featuring the Gilroy Lion This fall, Guinness will help you become a destination for Halloween and Thanksgiving celebrations with thematic visibility, sampling and Half and • Drive sales with sampling events Half drink ideas! and giveaways throughout the summer

Huddle Up with Smirnoff Ice This fall, Smirnoff will refresh consumers’ Game Day celebrations with limited, football-themed six-pack packaging for the Smirnoff Ice lineup, as well as a chance for consumers to win an ultimate watch party courtesy of Smirnoff Ice and Smirnoff Sparkling Seltzers. The national text-to-win sweepstakes will run from September 1st through November 30th and offer one grand prize winner a chance to win a flat screen TV and other Game Day essentials for an ultimate watch party.

20 HeadyTimes v.29 www.amoskeagbeverages.com RethinkingRETAIL With So Many Innovations, Cider is Having a Moment – Again. If there’s one thing that’s certain keep pushing and improving our Cider is a beverage that’s been in today’s beverage market, products for all new and current around for hundreds and hundreds it’s that flavor is king. FMBs, cider drinkers,” says Silas Gordon, of years, so it’s no wonder it can sparkling seltzers – even spritzers co-founder of North Country Hard get overlooked from time to time. are making a comeback. As Cider. Another local producer is, But savvy retailers are recognizing customers clamor for all things Moonlight Meadery, based out of and investing in hard cider as flavor, don’t forget about the Londonderry. Their hard cider, Little customers continue to demand original, sessionable, full-of-flavor, Apples, has a unique hint of whiskey, flavor, sessionability, less calories and sparking beverage that helped which is a tasty addition to the sparkle. Hard ciders continue to be a launch the craze: hard cider. cider’s flavor profile. force to be reckoned with. ecent data shows that cider is Across the board, ciders are finding still a very explosive segment. new paths to success. Woodchuck RAngry Orchard saw tremendous Hard Cider has been generating buzz “We feel so many new growth in 2018 and it continued that thanks to their new Bubbly Rosé and success in 2019, posting gains of Pearsecco releases. Magners has people are turning to nearly 6% through spring. been on the cider scene since 1935. Its loyal fan base craves a classic cider for a myriad of Innovations have helped this once Irish cider. Crispin Cider Co. has stagnant category reach new reasons and really ciders that are naturally fermented consumers. Of course, rosé ciders using the juice of fresh-pressed are all the rage, but brands like New enjoying it. This gives apples and pears. And two of the Hampshire based North Country newest ciders to hit the market, City us the motivation to Hard Cider are also responding to Roots Cider, offers an Original Dry consumer desires for ciders with keep pushing and flavor with no additives, sweeteners innovative flavors by producing or preservatives: just crisp, improving our products Fire Starter, a semi-sweet cider effervescent, all-natural hard cider. flavored with cinnamon, habanero Their seasonal Pumpkin Dry Cider is for all new and current and pomegranate. Their flagship, filtered bright and crisp, with some Original Press is a year-round fan cider drinkers.” subtle, seasonal spices snuck in. And favorite. “We feel so many new Brewery Ommegang Project Cider – Silas Gordon people are turning to cider for a which comes in both Dry Cider and myriad of reasons and really enjoying Rosé Cider. it. This gives us the motivation to

NORTH COUNTRY MOONLIGHT WOODCHUCK MAGNERS CRISPIN ROSÉ CITY ROOTS OMMEGANG PROJECT ORIGINAL PRESS LITTLE APPLES PEARSECCO Crisp and clean, This cider is an elegant ORIGINAL DRY CIDER ROSÉ CIDER This cider has a New Hampshire apples Inspired by sparkling Magner’s is made with blend of apple and pear An all-natural, gluten- Available in September, medium sweetness that are used to make this wine, this dry pear 17 carefully selected juice crafted with rose free cider with only 9 this cider is made with is perfectly balanced by cider, with the addition cider is full of bubbles. varieties of fresh apples petals and hibiscus. grams of sugar and hibiscus and Belgian a subtle tartness. of honey, before grown in the orchards 13 grams of carbs per ale yeast. being aged in rye of Ireland. 16 oz. can. whiskey barrels.

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Mud Bowl 2019: September 6-8 “Mudeo Games” is the theme for open division for the chance to win prize this year’s Championship of Mud money to be donated to a non-profit of Football sponsored by Miller their choice. Lite. The event will be held Veteran teams include Mt. Washington September 6, 7, & 8 at Hog Valley Hogs, North Country Mud Coliseum located at the North Crocs, Carrabassett Valley Rats, Mud Conway Community Center. This Gumbys, North Shore Mud Sharks, New is a touch football tournament played Hampshire Mudcats, Jack’s Predators, in mud. Money raised will be donated to Cumberland Muckaneers, Rowley Mud Ducks, The the North Conway Community Center, Vaughan Muddas, Massachusetts Mud Dogs, and Mud Things. Learning Center, Carroll County Retired Senior Volunteer Program, as well as other non-profits in the Mount Programs will be available mid-August at the North Conway Washington Valley. Community Center. Pick one up for all the details or go to facebook.com/MudBowl.org. Each $15 ticket ensures entrance into the games on Friday, Saturday, and Sunday and doubles as a raffle ticket for a $500 prize on Saturday & Sunday. Day tickets and family packages are also available. The Annual Tournament of Mud Parade takes place Saturday morning on Main Street in North Conway. Folks can enter their floats in an