Summer 2021 | V.36
Total Page：16
File Type：pdf, Size：1020Kb
Summer 2021 | V.36 ACTIVE AGERS COULD HELP DRIVE POST-PANDEMIC SALES Delivering Excellence Seasonals Rethinking Retail New Products Programs LIARS BENCH BEER CO. | SUMMER SELECTIONS | MEET THE NEW MOLSON COORS Letter toTHE TRADE In This ISSUE Delivering the Taste of Excellence ...............1 Cover Story .........................2 Dogfish Head Hazy-O! ........4 Bookshelf ............................5 T GOES WITHOUT SAYING THAT THE LAST 15 MONTHS HAVE BEEN SOME Feature ...............................6 of the most challenging that our industry has ever had to face. After over a Iyear of uncertainty with all the unexpected curveballs the pandemic threw at us, we’re on a good path right now and we couldn’t be more excited to see Brewer Highlight .................8 New Hampshire businesses fully reopened. Thanks to the perseverance of our friends and neighbors, life is starting to look a whole lot more normal, as gyms, .................... theaters, stores (and most importantly for our industry) bars and restaurants Loudon Mart 10 have returned to full capacity. Of course, navigating the new changes and lifting of restrictions is its own Tower Hill Tavern & overwhelming process. As proud partners in business, we want to assure each The Big House .................. 11 and every one of you that the team at Amoskeag Beverages is here to help you and your business adapt as we move into summer. In fact, this issue of Heady �� Times highlights a number of topics that we believe will be helpful to you as Why You Should Be Selling 12 business continues on its journey to normalcy. With folks looking to get out and grab dinner and drinks, it’s an important New Products .................. 13 time to remember that “active agers” are a vital, and oftentimes overlooked, demographic. We hope the cover story, Active Agers Could Help Drive New Packages ................. 14 Post-Pandemic Sales offers some insight into the importance of selling to consumers over 50. And now is a great time to re-familiarize yourself with local craft cornerstones like Liars Bench and Fabrizia (profiles on pages 8 & 12), as Seasonal Selections .......... 16 well as innovations and new brands coming from larger suppliers like Molson Coors (page 6). Programs ......................... 19 We would also like to applaud our incredible customers, suppliers and employees on how well we’ve all worked together to adapt and evolve. With high vaccination rates and cases of COVID-19 continuing to trend down in NH, Rethinking Retail .............. 25 we are poised for a great summer season. We hope you are able to spend time with family and friends after so much time apart, whether it’s over dinner and a few beers at a favorite local restaurant or in your own backyard. Cheers to a happy and healthy summer! Scott Proulx Ed Murphy VP of Sales President Heady Times is published four times a year, courtesy of Amoskeag Beverages. DeliveringTHE TASTE OF EXCELLENCE Amoskeag People Get The Job Done Joe Randlett Controller What does your job entail? My job as Controller is to manage/handle all things within the finance and IT department. It’s a wide range of responsibilities, but ultimately I need to account for all finance-related activities and be able to present them in a timely & accurate manner, as well as make sure we have the appropriate and adequate technology to be a leader in the industry. What did you do before this job? I worked as a financial analyst in the healthcare industry. What do you like to do in your free time? The main thing I like to do for fun is spend time with my family, I have two boys, 6 and 3 years old who keep things very fun. I also love to hike, mountain bike, and kayak. When COVID is over, I can’t wait to_____? I can’t wait to have Most used emoji? My most commonly BBQs again with friends and family, where we talk about anything used emoji is probably the Shrug. I just except COVID. feel it fits so many situations. Do I know the answer? Say something embarrassing? If you could have a superpower what would it be? If I could have Shrug . It just fits. any superpower it would be teleporting. I’d love to be able to cut down on the drive home from long weekends and trips up north and just be My dream vacation is a trip to____? My back in my house instantly. Also, it would be very helpful in traveling and dream vacation would be a trip to New seeing new places. Zealand. I would spend my time exploring, hiking, camping, and kayaking. If you were stranded on a desert island, what 3 things would you need to bring? I think I would be happy with my cell phone, my Favorite movie? My all-time favorite hammock, and a cooler full of Sam Adams. That would keep me in movie that I will never pass up watching is vacation mode for quite a while. Billy Madison. Brian Ouellette Route Driver How long have you been with Amoskeag? I started working at Amoskeag after high school graduation. It’s hard to believe it’s been 21 years! What do you like most about your job? I work with really good people. Don’t get me wrong, it’s hard work, but I find it really rewarding. What do you like to do in your free time? I love spending time with my family. In the winter, I like hitting the slopes and doing some skiing. When the weather warms up, I’m an avid fisherman. *Note: The photo is If you had a Talk Show, who would be taken kayaking off the coast of Maine. your first 3 guests? I’d have the late Ted Williams, baseball MVP for the Red Sox, My dream vacation is a trip to____? Hawaii. My wife and I visited guitarist Dave Grohl who founded the band Kauai years ago, it was an amazing trip. I’d love to go back and this the Foo Fighters and was the drummer with time, take the kids too. Nirvana. Lastly, I’d love to have my late Favorite movie? Forrest Gump. grandfather as a guest. www.amoskeagbeverages.com HeadyTimes v.36 1 CoverSTORY Active Agers Could Help Drive Post-Pandemic Sales Consumers over 50 are drinking more, spending more and embracing innovations. So, why do we ignore them? s millennials and Gen Z age into their buying power and become a larger and larger segment of legal drinking age consumers, it seems like they’re Athe only demographic that the beer market cares about. Most innovations in beer are targeted almost exclusively at those consumers, and yet, older generations have more money than their younger counterparts, are open to innovation and exhibit stronger brand loyalty. Here’s why the industry should Unlike younger generations, active agers tend to be more loyal to embrace over-50 active agers as the key to post-pandemic growth in beer. brands they love but are open to innovations that fit their lifestyle. Chase the Dollars But recent studies have shown that the American population is staying active and Millennials are now officially healthy for longer and are consuming the biggest generation, more alcohol than previous generations. but boomers aren’t too far According to a December 2020 report from behind. When combined with Rabobank, consumers over 50 accounted for older members of Gen X, 39% of U.S. alcohol consumption in 2019, they represent a significant up from 29% in 2007. And while many portion of the population, assume older drinkers become set in their and they have more money ways as they age, there are many consumers than their kids. “Many over 50 who are open to new experiences dollars are spent towards – but the industry rarely makes the effort to advertising to millennials. Living longer and drinking more – a recent study by Rabobank showed that educate and recruit them. per capita alcohol spending of consumers aged 65-plus has doubled since 2004. We cannot forget about the over-50 customer,” There’s also a perception that advertising, says Scott Proulx, VP of Sales. “After all, this group has the largest especially in the social media age, amount of discretionary income available to them.” doesn’t reach over-50 consumers. But 75% of Americans aged 50 to 64 have As the beer industry faces the challenges of a post-pandemic world, smartphones, while Americans over 50 older drinkers with deep pockets could play an important role in spend nearly $7 billion online annually. getting the market back on track. Active agers are eager to get back to “normal,” whether that’s enjoying a drink on-premise or hosting backyard The key is keeping marketing relevant to celebrations. the lives of active agers. Find them where they are, whether it’s TV, Facebook (their “Occasion-based drinking still applies to the 50+ demographic,” says preferred social media outlet) or in your Tim Quinn, Regional Sales Director at Amoskeag. “From personal store. If over-50 consumers are a key experience, if we’re tailgating, hanging by the firepit or at the beach we demographic for you, Corona’s classic “Find tend toward products that are consumed in volume (like lighter beers or Your Beach” POS might promote sales seltzers). If we’re having a dinner party, celebrating a special occasion or more effectively than the brand’s new ads celebrating holidays, the beverage is usually more high-end like Corona, featuring Snoop Dogg – though you might or a craft beer. And if it’s a beer after yardwork or with takeout, it would be surprised by which of your customers usually be an ‘old favorite.’” are down with the D.O.