The Hot Are Getting Hotter

Spring 2016 | V.2 BURKE DISTRIBUTING

THE HOT ARE GETTING HOTTER

A Burke Distributing Publication Retail Edge Seasonals Burke Beer Blog New Products Programs ANTHONY VON MANDL OF MIKE’S | SPRING SELECTIONS | A LOVELY TIME FOR LAGERS Letter toTHE TRADE

HOPE EVERYONE ENJOYED THE HOLIDAYS! In This 2015 was a year of change at Burke for certain. I ISSUE I am happy that it is behind us and I am thrilled to say that without a doubt, we can look back at 2015 and realize how pivotal a year it was for all of us at Burke. Cover Story ��1 I am excited about 2016, our 81st year in business! Although we started out without the Patriots playing in the Super Bowl, my spirit is still high with the Brewer Highlight ��2 belief that we can grow our volume and share in the coming year. Our beer portfolio is off to a sluggish start here in the first quarter but we expect that Fernandez Brothers ��3 to turn around by the end of March. Our Red Bull business and spirits business continues its healthy growth. 2016 is starting to shape up as a very Jake n Joes ��4 exciting year!

As some of you saw, the Red Bull Flugtag (which New Products ��5 means “flying machine” in German) is coming to Boston for the first time in August. The event will take place on the Charles River and will attract over 40,000 spectators. We are excited that some of the Burke employees have Seasonal Selections ��9

Spirits �� 15 “2016 is starting to shape up as

a very exciting year!” Programs �� 16

Retail Edge �� 20 expressed an interest in working together to build a flying apparatus to enter into the event. The event is open to the public (and therefore there are no tickets), and I highly recommend joining us on August 20th! Right after that, Burke Beer Blog �� 21 over the Labor Day weekend (9/2 -9/4), Boston will host its first ever Grand Prix. This will be a huge event that will attract all the premier racers as it will be the final race of the year and those vying for the final points for the championship will be racing! Inside our latest issue of Heady Times, you will read about the innovative sports chain, Jake n Joes, and the meticulous care that goes into the success of Fernandez Bros liquor store. You will also hear from our beer blogger, Patricia Sheehan, about the resurgence of American lager. We hope you enjoy the introduction to all our new spring products, and that you are able to use Heady Times as an additional selling tool for you and your employees!

Cheers,

Heady Times is published four times a year, courtesy William G. Burke of Burke Distributing Corporation. President Follow @BostonPours CoverSTORY The Hot are Getting Hotter Authentic Mexican imports are the only beers with sales trends that rival the craft beer category and Constellation Brands are among the top sellers.

Y NOW YOU KNOW THAT MEXICAN BRANDS ARE THE DRIVING force behind the ongoing success of the imported beer category. BBut did you know that Constellation has five brands among the top 20 best-selling imports sold in the United States? Corona Extra, Modelo Especial, Corona Light, Pacifico and Negra Modelo are all part of Constellation’s portfolio. In addition to their status as best-sellers, Modelo Especial and Corona Extra are the number one and two leading growth brands in the country. Corona Extra alone accounts for 25% of the import beer market and so it is not surprising that it is the best-selling imported beer in the United States. The newly designed Corona Extra can is one reason for that brand’s growth. The package represented more than 40% of Corona’s volume growth in 2015. Modelo Especial, up 18% this year, is growing in all 50 states. Consumers purchased more than 60 million cases in 2014 and its market share has doubled in just five years. Its growth isn’t expected to slow down anytime soon. Constellation sees a huge opportunity for the brand to grow beyond its loyal base of Hispanic fans. Their research revealed that 86% of general market male beer drinkers are aware of this iconic brand, but only 40% have ever actually tasted it. To capitalize on this fact, Constellation will hit the air waves in 2016 with television ads aimed at English speaking consumers. The campaign, called Discover the Especial, focuses on educating general market consumers about the brand’s heritage and full flavor taste. Corona Light continues to garner its share of devotees as well. Last year the beer was available on tap for the first time. Corona Light connects with both male and female consumers and it contains only 99 calories. The brand’s latest advertising will tout Corona Light’s flavor versus other light beers. Rounding out this group of best-sellers are Pacifico and Negra Modelo. Pacifico remains a strong discovery brand on the East Coast as the bulk of its national sales come from the western United States where it is popular among surfers. And Negra Modelo continues to show great momentum – its sales have increased by nearly 11%, but more interesting than its sales trends is the niche this beer has carved out for itself. Negra Modelo’s unique flavor makes it great for pairing with food which makes it very attractive to anyone who considers themselves a foodie. One industry analysist remarked that the brand sits at the “intersection of imports and craft.” No wonder it is the #13 Import Growth Brand. The Constellation Brands have an extraordinary growth story and many industry professionals don’t doubt that Constellation will continue to grow share in the United States. But one person is absolutely convinced that Constellation will see impressive sales trends for many years to come. Rob Sands, the President and CEO of Constellation Brands – a guy who puts his money where his mouth is, made a bold prediction back in February while speaking to Wall Street stock analysts during a routine earnings call. Said Sands, “We think that doubling the business over the next ten years is certainly a doable number based on what we think is going to happen in the beer market and in particular how imports are going to continue to grow.” www.burkedist.com HeadyTimes v.2 1 BrewerHIGHLIGHT Anthony von Mandl Founder & Chairman of Mike’s Hard Lemonade Co. “Constantly surprising and delighting Ready-to-Drink Cocktails and the new consumers in ways they never imagined!” Palm Breeze, Mark Anthony Brands is the undisputed leader in the FMB segment. VERYBODY THINKS THEY KNOW MIKE’S Hard Lemonade, the American beverage icon “Mike’s represents the American dream,” E that took the country by storm when it was von Mandl explains. “The one where you launched in 1999, but few know the back story could start out with just an idea and create about Mike. a real business, one that could drive against even the biggest competitors, one Mike is really Anthony von Mandl, Founder & that you could launch out of your garage Chairman of The Mark Anthony Group, one of North America’s most with very little money, making something diversified and successful private alcoholic beverage companies. With the that consumers absolutely love and could creation of Mike’s Hard Lemonade, von Mandl created an entirely new call their own.” beverage category, Flavored Malt Beverages (FMBs), by crafting the first real alternative for men to enjoy on beer drinking occasions. von Mandl believes that for the next generation of alcoholic beverage “We found that up to 25% of guys didn’t particularly want to drink beer, consumers, it’s all about flavor. “There has but couldn’t be seen holding anything else in their hand,” said von been a growing demand from the millennial Mandl. “That all changed with the creation of Mike’s Hard Lemonade – consumer for a higher alcohol product taking the great taste of lemonade, the type your Grandmother used to that still tastes amazing. Our proprietary make, using all natural ingredients and giving it a kick.” malt base is so clean that it allows us An entrepreneur from the start, von Mandl launched a one-man wine to use delicate natural flavors, even in importing business back in 1972. His passion for wine may have only an 8% [ABV] product.” For von Mandl, been surpassed by his dedication to quality and determination for brand this explains the success of their Mike’s building. Merely importing fine wine was not von Mandl’s endgame. Today, Harder Lemonade lineup which includes as the proprietor of Mission Hill Family Estate winery in the Okanagan such flavors as Lemonade, Black Cherry, Valley, British Columbia, he is an award-winning winemaker who is Cranberry and a variety of seasonals, all passionate about putting this emerging region on the world wine map. with an 8% ABV and all available in 16 oz. cans. Consumers are believers, too, and von Mandl’s interest in wine has taken him to all parts of the globe. Mike’s Harder is on track to outsell the During his travels, he noticed that it was hard for men to drink anything Mike’s core brands. other than mainstream beer on beer drinking occasions. He explains, “I wanted to create a beverage that guys could call their own – one they The company’s most recent product launch, could associate with, that would surprise and delight them from the first Palm Breeze, or “Vacay Every Day,” as the sip, one they would rush out and tell their friends about… And that’s folks at Mark Anthony refer to it, is made exactly what happened with Mike’s.” with exotic tropical ingredients and tastes a bit lighter than typical malt beverages. “This Mike’s sold its first 10 million cases without a cent of advertising. From innovation represents the most significant the start, Mike’s has been a remarkable success because consumers product launch for our company since the discovered it on their own and fell in love with it. But it didn’t stop there. original Mike’s Hard Lemonade launched Mike’s set out to make an array of new tastes, like Mike’s Hard Cherry, in 1999,” says von Mandl. “With Palm made using fresh Michigan cherry juice – it just doesn’t get any better! Breeze, we will connect with consumers Over the years, von Mandl has invested tens of millions of dollars in cutting- with an authentic brand, featuring incredibly edge technology to create a vodka-like neutral malt base that 7 out of 10 drinkable products. And like Mike’s, it all consumers, in blind taste tests, actually prefer over Grey Goose Vodka. begins with a liquid – completely different This is a patented technology that no one else in the world has been able from anything we have made before – to replicate. This amazing base allows Mike’s to use fresh ingredients and unbelievably light, incredibly refreshing and authentic flavors to create spirit-like beverages for beer drinking occasions, sessionable.” bringing spirit and white wine drinkers back into the beer aisles. “Flavor is a trend that will only accelerate,” The Mike’s franchise has expanded from the original Mike’s Hard Lemonade von Mandl says. “New consumers entering to include various flavors and new categories, including Mike’s Lite Hard the legal drinking years will continuously Lemonade, Mike’s Margaritas and Mike’s Harder Lemonade – a line with seek variety and innovation from their higher alcohol that packs a powerful punch. Together with the company’s beverage choices, and no segment can other innovative brands including Cayman Jack Margaritas, T.G.I. Friday’s offer variety and convenience like FMBs.”

2 HeadyTimes v.2 www.burkedist.com Off-PremiseSPOTLIGHT Fernandez Brothers T WOULD BE EASY TO DRIVE PAST FERNANDEZ BROTHERS Liquors in Everett and not feel compelled to go in. It’s on Main Street I in an unassuming neighborhood. There’s no giant parking lot or huge sign, no Wacky Waving Inflatable Arm Flailing Tube Man to usher you in. It seems like a normal neighborhood liquor store – that is, until you step inside. The first thing you notice when you enter Fernandez Brothers is the meringue music pumping through the speakers – it immediately lifts your mood. When we mentioned it, owner Ignacio Fernandez smiles. “One day, we didn’t have the music playing. A customer came in and said ‘Where’s the music? I feel funny being in here when it’s not playing!’ We had to turn it back on, he didn’t feel right without it.” We say hello to his wife, Carmen and his son, Kevin who are manning the counter. One of his brothers was making his way in for the afternoon shift. They’re a huge part of—but by no means the extent of—this family-run operation. Ignacio himself owns the store in Everett, as well as one in Randolph and is about to open another one on Dudley Street in Roxbury. Ignacio Owner of Fernandez Brothers, Ignacio Fernandez got into the business over twenty years ago after working for his cousins, who also own a number of stores in the area. He is one of nine siblings who came here from the Dominican Republic twenty-five years ago and he has time to keep his staff up to date have worked with each other to open and build their own successful with the new craft packages that enter local businesses. the market every day, Ignacio tells us he depends on samples and sell sheets about But what makes the Everett location so special? You’d have to know new products from his reps to then pass a little bit about its history to understand its current success. When along to his customers. Hand selling is Ignacio bought it eight years ago, the store had been closed for almost something he takes seriously. “When I see a month before Ignacio was able to open the shutters. When he bought people trying to decide which is the best it, a friend said to him, “You’re not going to make it there, you’ve lost product, I like to tell them what I think. your money!” Ignacio laughs at the memory. “I told him: ‘wait and see.’” They feel so good about it that they come Since then, he’d expanded the store by about 1,200 square feet and back to you.” this still relatively small store has become a juggernaut in terms of volume. The amount of business they do isn’t hard to believe—the store Fernandez Brothers Liquors is the type of is packed not only with customers, but a wide variety of products. There store that does well because of the lengths isn’t a square inch that isn’t being put to good use. Despite the close of hard work and effort that Ignacio and his quarters, you’d be hard pressed to find a speck of dust in the place. family make on a daily basis to succeed. Fernandez knows that it’s important to make sure the store is set up well For him it boils down to this: “You have for the convenience and enjoyment of his customers. He places high- to be friendly to your customers and have volume packages like Miller Lite and Corona 2/12s in easily shopped, everything they’re looking for.” This is his compact displays. These stacks are part of Ignacio’s views on how buying simple formula for a complicated and ever- effects his pricing. “I’m not afraid to buy. You can’t be afraid to buy. If changing business, and it certainly seems you want to be in business, you have to buy big sometimes.” to be working for him. Fernandez Bros is the type of store where you run in for a six pack and you leave twenty minutes later with a few more bottles than you planned on. A lot of that has to do with Ignacio’s openness to trying out new craft brands and seeking out competitively priced, quality spirits (you can get a bottle of Devil’s Springs 151 there for an exceedingly reasonable price, by the way). His spirits selection ranges from rows of flavored vodka to boutique small batch offerings. There’s even a corner in the store that’s dedicated to selling single-malt scotches and select bourbons. There are 27 cooler doors running along the perimeter of the store that are all filled with beer and wine. Facings of Sam Adams and Long Trail stand out, as well as other smaller, local craft options. When asked how

www.burkedist.com HeadyTimes v.2 3 On-PremiseSPOTLIGHT Jake n Joes T’S OPEN FOR DEBATE AS TO WHICH particular sport can be called our true national I pastime, but it’s undeniable that we as a people love getting together with each other and watching a game. Beer and good food play a major role in this equation, making sports bars top destinations for people to cheer on their favorite (or boo their least favorite) teams. One local chain who has tapped into this concept and run with it is Jake n Joes Sports Grille. With four locations already operating in Norwood, Foxboro, Waltham and Woburn (and another on the way in Braintree), Jake n Joes takes the traditional concept of a sports bar and improves upon it. They don’t just have a few televisions installed in strategic positions throughout the three-hundred-seat restaurant Inside Jake n Joes’ Norwood location – each location has over forty televisions, with the biggest screen clocking in at 120 inches. “We used to have more,” Jake n Joes doesn’t just use its MVP card laughs Ann Kelly, Director of Dining, “but the screens keep getting to reach out to their customers, they also bigger and we couldn’t fit them all.” Frank Rokes, GM of the Norwood make sure that they start giving to the location pipes in. “When it comes to TVs, we’ve come to realize that size community from day one. When a new definitely does matter.” location opens, owners make an immediate Having every seat in the place set up for prime viewing is only one part donation to the town’s athletic program. of the equation. The team behind Jake n Joes knows that the quality They also have a “Give Back” program in of the beer and food matters. They update their food menu frequently which 20% of a night’s receipts go toward to reflect the changes in the seasons, and everything is fresh and a particular youth sport program in the handmade. (We hear great things about the Mile High Meatloaf.) Each town. It’s important to the team at Jake day of the week has its own menu special, like 50 cent wings every n Joes that they not only provide high Monday or $3.99 burgers on Wednesdays. As far as their beer list goes, quality beer and food to their customers, they make sure it has a lot of variety. “We have twenty draft lines in but that they’re a positive presence in their each store. We always make sure to have new and exciting local crafts communities as well. The team at Jake n on, because palates have definitely changed over the course of six Joes knows that their clientele has options years. That being said, Blue Moon and Sam Adams have really grown on where to go to watch the game. By for us. Nobody’s touching them.” They have six ever-changing lines that offering a wide variety of options on their feature new craft beers. Two of their strongest lines are Miller Lite and beer and food menu, and by establishing Coors Light, which anchor the draft list with their fixed price of $3.50 a themselves as a local business that gives pour. It’s this “something for everybody” approach to their draft list that back, they’re ensuring that those seats resonates with their clientele. stay filled. One of the biggest challenges for any business is figuring out how to get people to walk through the door. Jake n Joes takes new technology and old-fashioned quality customer service and combines them in their MVP card. If you’re a member, you earn a point for every dollar spent at any of the Jake n Joes locations. For every 200 points, the cardholder gets a ten dollar reward to go toward their next meal. The importance of the MVP card is not lost on Ann. “We look at it as one of the keys to our growth. At this point we’re up to about 20,000 members.” Not only do the cards earn rewards for their clientele, they also enable Jake n Joes to notify their MVPs to let them know about special offers and events. Recalling a hugely successful Miller Lite and college football promo, Ann recalled that the email for the promo was sent out that morning. “That was all generated from the MVP card.”

4 HeadyTimes v.2 www.burkedist.com NewPRODUCTS Leinenkugel’s Blue Moon Redesign Grapefruit Shandy Beer consumers are drawn to Blue Moon for the A traditional shandy is beer mixed with flavorful, refreshing taste and the iconic orange peel/ a little something extra. Each Grapefruit glass combination they experience at on-premise Shandy batch begins with traditional locations. However, younger Weiss beer which is then mixed (legal) beer consumers with the flavor of natural have expressed that their white grapefruit. ABV: 4.2% experience with Blue Packages: Bottles, cans, Moon on-premise isn’t draught Availability: April reflected on off-premise packaging. This feedback led to Blue Moon’s exciting package change! The packaging, which Smirnoff Ice Electric will drive stronger shelf visibility, appears more confident, high quality, simple, Smirnoff Ice Electric is unlike anything else bright, and refreshing. The strong Blue Moon brand on the market! Smooth and flavorful, these equities – the banner and moon – are now larger and non-carbonated premium malt more pronounced. Also, the beverages are made with cane sugar orange peel/glass combination and available in Berry and Mandarin is now featured on secondary flavors. Available in re-sealable packaging to align off-premise plastic bottles, Smirnoff Ice Electric experiences with the familiar is a game changer! ABV: 5% combination. Availability: Year- Package: 16 oz. plastic bottles round, beginning in April only Availability: Year-round, beginning in April/May Smirnoff Ice Spiked Corona Light 1/4 Kegs Smirnoff Ice has expanded their lineup with new Smirnoff Ice Spiked! These ramped-up FMBs (8% ABV) Corona Light is now available in 1/4 kegs! A are available in Original, Hurricane and Screwdriver full calendar of programming and activation flavors. ABV: 8% Package: 16 and 24 oz. cans will not only help drive Corona Light draught Availability: Year-round, beginning in April sales during the summer months, but it will help keep those handles on well into the fall. In addition, the look and feel of the Corona Light pint glass and POS has been updated to keep the presence of Corona Light feeling fresh on-premise. Availability: Now!

Red Bull Orange Pacifico 24 oz. Cans Red Bull’s latest edition is Orange! This Already available in 12 oz. bottles in 6 and new flavor features tangerine flavors. 12 packs, Pacifico now comes in convenient Package: 12 oz. cans only 24 oz. single serve cans! Availability: Now, Availability: Now! year-round

www.burkedist.com HeadyTimes v.2 5 NewPRODUCTS Traveler IPA Shandy Moosehead Radler A match made in hop heaven, Traveler IPA A refreshing blend of beer infused with a hit Shandy is a wheat ale brewed with citrusy of natural fruit flavors, Moosehead Radler hops and grapefruit, marrying IPA vivacity uses three fruits (grapefruit, grape and with shandy refreshment. Embrace the lemon) for a truly unique flavor. ABV: 4% unconventional. ABV: 4.4% Package: 12 oz. Package: 12 oz. cans only Availability: Year- bottles only Availability: Year-round, beginning round, beginning in April this spring Traveler Grapefruit Shandy Mike’s HARDER 12 Pack Cans Original Orange Soda Traveler Grapefruit Shandy is a deceptively delicious This is a classic orange soda with an 8% wheat beer brewed with real grapefruit. This refreshing HARDER kick. Note the natural orange elixir delivers a satisfying aroma with a subtle hint of vanilla. The taste citrus aroma and is crisp and clean just like the soda fountain flavor then quickly orange soda we all love. It finishes with a disappears, leaving minimal aftertaste, and lingering hints of you searching for orange. ABV: 8% Package: 23.5 oz. cans another. ABV: 4.4% only Availability: Year- Package: 12 oz. cans round, beginning in April only Availability: Year- round, beginning in April Palm Breeze Boulevard Hibiscus Gose Strawberry Pineapple This gose style beer is a great introductory sour beer. Strawberry Pineapple Hibiscus Gose receives coriander and sea salt during has a peach color with a the boiling and then is steeped with dried hibiscus pineapple forward aroma flowers at the end to create a vibrant pink hue. and a balanced strawberry ABV: 4.2% Packages: 6 pack bottles and draught back end. The taste is Availability: August tart and crisp with a good balance of strawberry and pineapple. Palm Breeze is a tropical spritz considered to be lighter than other flavored malt beverages with a hint more carbonation than a typical FMB. A perfect complement to start a vacay every day. ABV: 4.5% Package: 12 oz. 4/6 cans only Availability: April Palm Breeze Variety Pack The new Palm Breeze Variety 12 pack includes: Boulevard Pineapple Mandarin Orange, Ruby Red Citrus, and Tropical Pale Ale new Strawberry Pineapple. Tropical Pale Ale is inspired by Strawberry Pineapple has a Boulevard’s collaboration with pineapple forward aroma and Florida’s famed Cigar City Brewing. a balanced strawberry back This pale ale has citrus and tropical end. The taste is tart and fruit notes with refreshing flavors of crisp with a good balance of grapefruit and passion fruit. ABV: 5.9% strawberry and pineapple. Packages: 12 oz. cans and draught This mix pack is the perfect Availability: Year-round way to start a vacay every day. Availability: Year-round, beginning in April

6 HeadyTimes v.2 www.burkedist.com NewPRODUCTS Castle Island Coronado Cans Candlepin Hoppy Session Ale Coronado cans are here! The California- Candlepin is designed to pack based brewery is now offering their flagship full hop flavor into an easy Islander IPA and their refreshing, light- drinking, crushable session bodied brew rife with citrus zing and a ale with booming aromatics hint of earthy spice, Orange Avenue Wit in and a clean finish. This 12 oz. cans! Availability: Now, year-round session ale has Citra and Columbus hops that yield Coronado Easy Up Pale massive flavors of tropical Coronado’s newest year-round offering fruit and citrus zest with a goes down smooth! Relax with a fresh take hint of floral spice.ABV: 4.4% on a smooth, flavorful ale. Cascade and Packages: 16 oz. cans and Mandarina hops combine with bready malt draught Availability: Year- for a sunny dash of citrus and hints of round caramel sweetness. With this easygoing pale ale, you’ll have it made in the shade. Castle Island Keeper IPA ABV: 5.2% Packages: 12 oz. cans and A hybrid of West Coast and New England IPAs, Keeper limited draught Availability: Now, year-round blends a soft, balanced bitterness with enormous hop flavor. A duo of massive dry hop charges infuse Cidergeist Semi Dry Cider intense aromas of pine pitch, ripe grapefruit, and fresh- squeezed orange juice. ABV: 6.5% Packages: 16 oz. Semi Dry is cider fermented to amplify the fragrance cans and draught Availability: Year-round and essence of the apple whilst achieving a delightful, lip smacking dryness. ABV: 6.2% Packages: 6 pk cans and draft Availability: Now! Captain Lawrence Effortless Grapefruit IPA Cidergeist Dry Hopped Cider The only effortless thing about this This is a dry as a bone cider that is dry-hopped with beer is how it drinks. Domestic and Centennial hops for a kick of citrus that adds delicious imported malts take a backseat to hoppy dimension. ABV: 6.2% Packages: 6 pk cans and loads of American Crown hops that are draught Availability: Now! dumped into the kettle and dry-hopped for a mouthwatering aroma with Mosaic and Palisade hops. ABV: 4.5% Package: 12 oz. cans only Availability: March Captain Lawrence Sunblock Unfiltered Summer IPA Captain Lawrence’s unfiltered summer IPA with Sorachi Ace hops. This new and improved recipe comes with oomph in flavor that has a great summertime body. ABV: 5.8% Package: 12 oz. bottles only Availability: April

Far from the Tree Nova Nova is an off-dry, hopped cider made with 100% Massachusetts apples and is the only canned hopped cider in Massachusetts. ABV: 8% Packages: 16 oz. cans and draught Availability: Now!

www.burkedist.com HeadyTimes v.2 7 NewPRODUCTS Long Trail Green Blaze IPA Truly This Summer IPA features flavors of pine resin and Spiked & Sparkling tropical fruit hop notes. ABV: 6.5% Packages: 12 oz. Colima Lime cans and bottles Availability: March In France, they call the lime “Citron Vert” but we believe they are so much more than just a “Green Lemon”. Colima Lime provides a slight tartness with a crisp but subtle sweetness. ABV: 5% Package: 6 pk bottles only Availability: April Truly Spiked & Sparkling Grapefruit & Pomelo The sweet, fresh aroma of Truly Spiked & Sparkling balances your Shipyard Island Time IPA first sip. The grapefruit & pomelo tempt your taste buds with Shipyard Island Time IPA is an easy drinking slightly sour and tangy notes and session IPA with a bright, West Coast hop an undercurrent of sweetness. profile. A bouquet of grapefruit and pine ABV: 5% Package: 6 pk bottles contributed by Amarillo and Simcoe hops only Availability: April is followed by a smooth hoppy finish. This refreshing IPA will transport you to your Island Truly Spiked & Sparkling Time no matter where you are. ABV: 4.5% Pomegranate Packages: 12 oz. cans and draught Availability: Year-round, beginning in April Pomegranate seeds are known for their juicy sweetness which is complemented by a slight tart Spencer Trappist IPA flavor. Truly Spiked & Sparkling Pomegranate is clean, crisp Inspired by American brewcraft creativity, and refreshing with a hint of Spencer IPA is crisp, fragrant and this juicy super fruit. ABV: 5% golden-hued and is one of a kind, Package: 6 pk bottles only generously hopped, bright and bitter. Availability: April ABV: 7.2% Package: 12 oz.bottles only Availability: Now!

Two Roads Lil’ Heaven Session IPA Foolproof Queen of the Yahd Queen of the Yahd is a unique IPA brewed with real This session IPA is made raspberry and American hops. The combination makes with Azacca, Calypso, this IPA delicious and totally crushable. ABV: 5.2% Mosaic and Equinox Package: 16 oz. cans only Availability: May hops with notes of tropical fruits, including apricots, passion fruit and grapefruit and finishes with just enough toasted malt character to balance. ABV: 4.8% Package: 12 oz. cans only Availability: Now!

8 HeadyTimes v.2 www.burkedist.com SeasonalSELECTIONS A Variety of Travelers When Demand Exceeds Supply Shandy Medley Many of our craft seasonal and specialty releases are available in limited or extremely limited quantities. The Shandy Medley includes: Breweries only produce a certain amount of their Traveler Grapefruit Shandy, specialty beers and Burke does all they can to get as a deceptively delicious wheat much product as possible. In addition, this publication beer made with real grapefruit; is compiled months prior to the decision made by the Curious Traveler, a wheat ale brewery to allocate their products to the wholesaler. with real lemon and a touch of Variations in production for some of these limited lime added for a bright, juicy release offerings will fluctuate, resulting in lower citrus aroma and flavor;Traveler quantities than anticipated. IPA Shandy, a wheat ale brewed with citrusy hops & grapefruit and Time Traveler Strawberry Shandy, If you are interested in something you see in this a vibrant wheat beer made with real strawberry for a publication and it is out of stock when you place your subtle, yet complex flavor. Availability: April order, please contact your Burke Sales Representative to discuss a similar option. Twisted Tea Summer Blueberry Blue Moon Belgian Table Pils The flavors of blueberry and real iced tea come This summer, Blue Moon takes inspiration from together in Twisted Tea’s refreshing spring/ the pilsners of Europe to create a sessionable summer seasonal. ABV: 5% Packages: 12 oz. craft beer. Blue Moon Belgian Table Pils is a bottles and 24 oz. cans Availability: April Belgian-style pilsner brewed with mandarin orange peel and 2-row Moravian barley for Twisted Tea a balanced, refreshing summertime beer. Light to medium in body, Table Pils features Bourbon Barrel a light sweetness with a very low, balanced The newest offering bitterness and a sweet finish from the from Twisted Tea has a mandarin orange. Pair it with fish tacos, refreshing, real iced tea taste chicken stir-fry, and orange sorbet. ABV: 4.2% with a splash of bourbon flavor. Packages: 12 oz. bottles, 12 oz. cans and ABV: 5% Package: 12 oz. draught Availability: April bottles only Availability: Now Redd’s Blueberry Ale Twisted Tea Party Pack Redd’s Limited Pick Blueberry Ale is a refreshing The new Twisted Tea Party Pack will replace the Twisted reminder that summer is not far away. A clear, Tea Mixed Up Pack. Perfect for all Twisted Tea drinking crisp appearance with mild carbonation and occasions like BBQs, tailgates and NASCAR, light mouth feel are accompanied by ripe the Party Pack includes blueberry tones that are further enhanced the perfect mix of by true-to-fruit tartness and sweetness. flavors in 12 oz. cans: ABV: 5% Packages: 12 oz. bottles and Twisted Tea Original, 16 oz. cans (and in the Redd’s Variety Pack) Half & Half, Bourbon Availability: April Barrel and Raspberry. Availability: Now!

Coney Island Concession Stand Variety Pack Concession Stand is Coney Island’s hard soda variety pack. It includes: Hard Orange Cream Ale, an amalgamation of orange, vanilla and spice inspired by the deliciously unexpected concoctions you only find on the boardwalk;Hard Ginger Ale, a tantalizing libation enhanced with exotic West African ginger; and Hard Root Beer, a new twist on an old favorite – with hints of vanilla, licorice and birch, this root beer will bring you back to the boardwalk. Availability: April www.burkedist.com HeadyTimes v.2 9 SeasonalSELECTIONS Samuel Adams Samuel Adams Summer Ale Summer Variety Pack Golden, hazy and thirst quenching, this Samuel Adams’ 2016 American wheat ale balances bright, citrus Summer Variety Pack Noble hops and spice for a lively brew that’s includes: Boston perfect on a warm, sunny day. ABV: 5.3% Lager, full-flavored Packages: 12 oz. bottles, 12 oz. cans and with a balance of malty draught Availability: Mid-March sweetness contrasted by hop spiciness Samuel Adams and a smooth finish; Porch Rocker Summer Ale, crisp and tangy with refreshing lemon peel and a hint of pepper from rare Grains of Paradise; Tart and refreshing, Porch Rocker is a crisp, Belgian Session, Sam Adam’s version of a traditional golden lager with a fresh-squeezed lemon Belgian ale; Whitewater IPA, has the intense hop taste. This unique quencher is perfect character of an IPA with the crisp wheat character of a for warm weather drinking. ABV: 4.5% white ale; Heaven or Helles, a bright lager with a light Packages: 12 oz. bottles, 12 oz. cans and hoppiness and smoothness and Got To Gose, slightly draught Availability: March tart with a pinch of salt. Availability: Late March Samuel Adams Samuel Adams Beers of Summer Adventures in Lager Can Variety Pack Variety Pack The Sam Adams Beers of Summer Can Variety Pack This collection of six distinctive Samuel Adams lagers includes: Summer Ale, crisp and tangy with refreshing includes: Boston Lager, full-flavored with a balance lemon peel and a hint of pepper from rare Grains of of malty sweetness contrasted by hop spiciness and a Paradise; Porch Rocker, tart and refreshing, a crisp smooth finish; Noble Pils, brewed with all five Noble golden lager with a fresh-squeezed lemon taste and hops from the world’s oldest growing regions for a Downtime Pilsner, a laid back golden pilsner with the distinct and complex hop character; Double Black, floral spiciness of Noble hops and the fruit and citrus a dark, rich, roasty brew with subtle notes of caramel character of new German varieties. Availability: April & chocolate sweetness and an unexpected fresh, crisp finish; Ella Blanc IPL, a combination of an IPA’s hoppiness with a lager’s crispness, this IPL is made with piney and tropical Australian Ella hops and floral and wine-like, German Hallertau Blanc hops, creating a flavorful beer with a delicately distinguished hop character; Double Bock, intense and warming, this indulgent lager is brewed with over a half-pound of malt in each bottle, creating a deep mahogany color, rich caramel sweetness and smooth flavor with notes of toffee and caramelized sugar and Double Pilsner, an abundance of Hallertau Mittelfrueh Noble hops gives this beer an unmatched flavor dimension and Angry Orchard complexity. Availability: Limited quantities in March Orchard Sampler Angry Orchard’s new seasonal variety pack includes: Crisp Apple, Green Apple, Hop’n Mad, Stone Dry, Summer Honey and Elderflower. Availability: April

10 HeadyTimes v.2 www.burkedist.com SeasonalSELECTIONS Narragansett Del’s Shandy Smirnoff Ice Hurricane Punch Del’s Shandy is a collaboration between the Punch is an instant crowd iconic Rhode Island beer and the region’s pleaser, but it’s challenging for favorite summertime treat, Del’s frozen consumers to make. Blended lemonade. The two flavors are combined to to perfection, Smirnoff Ice create a most refreshing summertime adult remixes a New Orleans classic beverage. One sip leads to another. Taste and with a refreshing splash of enjoy for yourself… It’s refreshingly different!! original lemon-lime and a hint of ABV: 4.7% Packages: 12 and 16 oz. cans carbonation in their new spring and draught Availability: April seasonal, Hurricane Punch. With real fruit flavors and balanced sweetness, this complex Narragansett drink is easy to enjoy without the fuss. No recipe, no Summertime Citra Ale mixing and no searching for the right bowl! ABV: 5.8% Package: 11.2 oz. bottles only Availability: April/ May Extremely refreshing and drinkable, Summertime Citra is the perfect beer for a Smirnoff Ice day at the beach or a backyard barbecue. Seasonal Variety Pack Superbly balanced, this golden ale is made with 2-row pale malt and Citra hops. Strong Full of limited edition, aromas of citrus and passion fruit are cooler-ready cocktails, balanced and mild on the palate. ABV: 4.2% this seasonal variety Packages: 12 oz. cans, 16 oz. cans and pack includes Smirnoff draught Availability: April Ice Screwdriver, Hurricane Punch, Narragansett Clam Shack Strawberry Bellini and Summer Variety Watermelon Mimosa. Availability: May Narragansett’s summer variety pack contains: Narragansett Lager, a crisp and refreshing classic American lager; Summertime Citra, a superbly balanced golden ale made with 2-row pale malt and Mike’s Hard Raspberry Citra hops and Del’s Shandy, a refreshing combination Elderflower of Narragansett Lager and Del’s lemonade. You Hard Raspberry Elderflower is made up of a can’t have the perfect unique blend of raspberry and tropical floral summer bash without the notes of the elderflower with the refreshing Clam Shack Variety Pack! taste of lemonade and all natural flavors. It Availability: April is lightly sweetened with raspberry juice and a hint of elderflower blossoms.ABV: 5% Package: 11.2 oz. 6 pack bottles only Availability: Limited quantities in April Mike’s Hard Watermelon Shiner Prickly Pear Hard Watermelon Lemonade is made Back this year after a wildly successful with freshly picked watermelons, providing an rookie campaign, Shiner’s spring/ amazing taste of summer. Dark pink in color summer seasonal is a refreshing lager with a ripe melon aroma, Hard Watermelon that features the red fruit of the is an amazingly refreshing blend of ripe juicy Prickly Pear Cactus. This beer has an watermelon and tart lemonade. ABV: 5% aroma of strawberries, watermelon Package: 11.2 oz. 6 pack bottles only and honeydew with a tart mouth Availability: April feel, reminiscent of apple. ABV: 4.9%. Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Late March

www.burkedist.com HeadyTimes v.2 11 SeasonalSELECTIONS Baxter Paloma Boulevard Smokestack Series Paloma is a clean, crisp, dry and Love Child No. 7 refreshing hybrid of the American The Love Child Series of pale ale, golden and cream ale “wild” ales are barrel- styles, which is truly fit for the aged with such boisterous warm summer months. ABV: 4.9% cultures as Lactobaccillus Packages: (Newly designed) Cans and Brettanomyces. The and draught Availability: Now! three personality traits of this ale are funk, sour Baxter Tarnation and fruit. ABV: 9.2% Tarnation was Baxter Brewing’s Package: 750 ml bottles inaugural lager. American crystal only Availability: May malts provide light toast and caramel notes along with the Boulevard beer’s rich amber hue, while Ginger Lemon Radler Munich malt supplies Tarnation’s Boulevard Ginger Lemon Radler is a zesty, malty structure. ABV: 5.3% refreshing take on the tradition of mixing Package: (Newly designed) 12 oz. beer with soda or lemonade to create cans only Availability: Now! a light, thirst-quenching beverage ideal for warm weather. ABV: 3.3% Packages: 6 pack cans and Coronado Berry the Hatchet draught Availability: April Berry the Hatchet is a light and refreshing fruit-infused ale. Brewed with red raspberry, Boulevard Smokestack Series blackberry and boysenberry, this ale has a crisp Saison Brett fruity tartness and a vibrant color. ABV: 4.6% Package: 22 oz. bottles only Availability: May A traditional Belgian-style saison is the starting point for Saison Brett but then it is dry-hopped using Amarillo hop variety and conditioned with a variety of yeasts including Brettanomyces. This limited release ale is funky and fruity. ABV: 8.5% Packages: 750 ml bottles and 1/6 Coronado Orange Ave. Wit barrels Availability: May Orange Ave. Wit, Coronado’s take on a Boulevard Smokestack Series witbier, is infused with orange zest, coriander and orange blossom honey. This light-bodied Tripel Julep 2016 beer has a sunny citrus zing with a hint of This barrel-aged Belgian-style Tripel was inspired by earthy spice, and pays homage to Coronado’s a late-night mint julep after a beer festival and was main street brewpub home. ABV: 5.2% first created in 2014. Long Strange Tripel serves as Packages: 12 oz. 6 pk bottles and cans an excellent base beer, contributing fruity esters and Availability: April a slightly sweet malt character to showcase the bold whiskey flavors and refreshing spearmint quality. Briefly aged in freshly emptied whiskey barrels, Tripel Julep is Woodchuck Summer Time infused with mint just before packaging. ABV: 11.5% Summertime is the perfect time for sipping Package: Draught only Availability: April cider. Woodchuck Summer Time delivers a crisp apple cider topped off with a touch of blueberry juice. This seasonal cider is crafted to be as refreshing as a summer day is long. ABV: 5% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: March

12 HeadyTimes v.2 www.burkedist.com SeasonalSELECTIONS Ithaca Cayuga Cruiser Peak Ginger Saison Cayuga Cruiser is a slightly tart This is Peak’s Saison with and exceptionally refreshing hints of spice and fruit from Berliner-Weisse style ale. Mildly the Belgian yeast. Fresh hazy in appearance and light ginger from farms in Western in body, this beer delivers the Massachusetts provides a spicy perfect combination of elements yet refreshing burst of ginger. resulting in supreme and Try this one with Asian cuisine, satisfying drinkability. ABV: 4.2% Nicoise salad or fresh tomatoes. Packages: 12 oz. bottles and ABV: 4.7% Packages: 12 oz. bottles and draught draught Availability: May Availability: Late March Ithaca Happy Pils Peak Summer Session Ale Happy Pils is clear and refreshing with a healthy Peak’s summer seasonal can be described as amount of spicy noble German hops and a a marriage of a traditional summer wheat beer dynamic yet restrained malt backbone using and a West Coast pale ale. With an American a traditional German lager yeast. ABV: 5% ale yeast and heavy dry-hopping, this beer is Packages: 12 oz. bottles and draught distinctly a pale ale with a touch of wheat. Availability: Now! Locally grown NY state wheat provides a complex mouth feel, while Amarillo dry-hopping creates a citrusy aroma. Summer Session Ale is a clean, crisp and refreshing sessionable beer. ABV: 5% Packages: 12 oz. bottles, Long Trail 12 oz. cans and draught Availability: April Cranberry Gose Long Trail Cranberry Gose is brewed Peak Espresso Amber Ale with freshly pressed New England This robust, malty, amber ale is cranberries, coriander and a splash brewed with roasted, organic fair of salt. ABV: 5.2% Package: 12 oz. trade espresso from Irving Farm bottles only Availability: April Coffee Roasters. Substantial amounts of Munich malt provide Long Trail Summer Ale a perfect backbone for the rich, An unfiltered golden ale made to chill out roasty flavor imparted by the summer’s hottest days. Remarkably light espresso. Peak Espresso on the palate, with a soft pilsner malt Amber is the first Fair character and a distinct citrus hop aroma. Trade Certified beer ABV: 4.3% Packages: Bottles and draught brewed in the United Availability: April States. ABV: 7% Package: Draught only Long Trail Survival Pack Availability: April This seasonal sampler includes three bottles each of: Peak Super Fresh Long Trail Ale, Green Blaze IPA, Mostly Cloudy and Summer Ale. Availability: April Super Fresh is Fresh Cut’s assertive big brother. A wicked dry-hopped pilsner dripping with juicy, citrus hop character, this beer is a blast of deliciousness. Try it with something spicy. ABV: 7.6% Packages: 16 oz. cans and draught Availability: May

www.burkedist.com HeadyTimes v.2 13 SeasonalSELECTIONS Otter Creek Fresh Slice Revolution Hero Series Fresh Slice is a white IPA with a healthy dose Galaxy Hero of hops and clementine juice. ABV: 5.5% Brewed for the Chicago Comic Packages: 12 oz. 12 pk bottles and 12 oz. cans and Entertainment Expo, this IPA Availability: April shoots a ray gun blast of Galaxy and Zythos hops into your mouth and Otter Creek Mixed Bag leaves a crisp, dry finish.ABV: 7% Variety Pack Packages: 12 oz. cans and draught Availability: March This variety is a mixed bag of year- Revolution Hero Series round brews and seasonal treats including: Crystal Hero Steampipe, Fresh Slice, A crisp and refreshing IPA exploding Couch Surfer and Over with fresh hop character, named for Easy. Availability: April a somewhat forgotten yet amazing hop variety named Crystal. A unique hopping program gives this Sea Dog Sunfish beer a massive, clean bitterness and fresh hop aroma bursting Sea Dog Sunfish is a light-bodied wheat beer with hints of citrus and fresh fruit. with a fragrant peach essence and a clean, ABV: 7.2% Packages: 12 oz. cans refreshing grapefruit finish.ABV: 4.6% and draught Availability: May Packages: Bottles and cans Availability: April Revolution Rosa Hibiscus Ale Rosa is a highly drinkable ale steeped with hibiscus flowers for a natural tartness and slight pink hue. ABV: 5.8% Packages: 12 oz. cans and draught The Shed Mountain Mixer Availability: April This variety pack includes: Mountain Ale, a rugged brown ale; India Pale Two Roads Road Jam Ale, a hoppy good Road Jam is a summer seasonal ale; Profanity Ale, wheat ale brewed with a mélange an obscenely malted of real red and black raspberries, and hoppy ale and then accented with a kiss of Hellbrook Pilsner, a fresh lemongrass. ABV: 5% gnarly noble-hopped pils. Packages: 12 oz. cans and bottles Availability: Now! Availability: May

Leinenkugel’s Shipyard Summer Ale Summer Shandy Shipyard Summer Ale is a traditional This shandy has a creamy lemon yellow color American wheat beer. With its inviting with an inviting cloudy haze. It’s moderately color and mellow malted wheat flavor, it’s aromatic with a lemon citrus aroma sure to please those looking for a clean, that interplays with bready malt notes cool taste sensation on long, hot, summer and spicy hop undertones. ABV: 4.2% days. ABV: 4.8% Packages: 12 oz. cans Packages: Bottles, cans, and draught Availability: April draught Availability: April

14 HeadyTimes v.2 www.burkedist.com Spirits Borducan Orange Liqueur Fortaleza Tequila Borducan Orange Liqueur has Rate the #1 Tequila by been produced in Italy using Men’s Journal Magazine, a secret family recipe since Fortaleza is made by the year 1872. A delightful fifth-generation tequilero combination of fragrant oranges, Guillermo Sauza. Italian Alpine herbs, and the Recreating the same rarest saffron makes it the tequila that his great- perfect addition to classic cocktails. It shines equally great-grandfather Don original chefs’ creations and Italian inspired aperitifs. Cenobio produced in ABV: 35% 1873, Fortaleza Tequila is made using only the Cimarron Tequila finest blue agave that is Cimarron is a highlands tequila, made from laboriously crushed using a stone wheel before the juice 100% estate grown agave. Bright and crisp is fermented in small wooden vats and then distilled with a clean smooth flavor of baked agave. in tiny copper-pot stills for maximum quality control. Designed with an affordable price point Available in Blanco, Reposado, and Anejo. ABV: 40% for cocktails; Cimarron is as popular with consumers as it is with mixologists. Available Frapin in Blanco and Reposado. ABV: 40% Grand Champagne Cognac Frapin Cognac is a single estate cognac from Don Fulano Tequila the Cognac’s Premier Cru area, the Grand Champagne. Established in the year Don Fulano is the legacy of four 1270 the Domaine Chateau Fontpinot generations of agave growers from is remarkable estate that produces the Fonseca family. In 1973 Don exceptional, elegant cognacs aged far Enrique Fonseca and his eldest son beyond the legal age requirements for VS, made the transition from growers to VSOP, and XO marks. ABV: 40% tequila producers, purchasing the La Tequiliña distillery from Bacardi & Co where they now produce their own Maine Craft Distilling Fifty line of premium tequilas in hand- Stone Single Malt Whiskey blown bottles. Available in Blanco, Fuerte (100 proof), Reposado, Anejo and 5 Year Extra Anejo. ABV: 40% A true “farm to flask” product made from barley grown in Maine. Each batch is painstakingly El Dorado 12 Year Rum malted by hand to create a unique whiskey, reminiscent of the highland single malts of Produced in British Guyana, South America since Scotland. Fifty “stones” of barley (700lbs) are 1670 at the same facility used to supply the required to make each barrel of this delightful British Royal Navy for over 200 years, El Dorado local tipple. ABV: 45% 12 is the flagship product of Demerara Distillers Limited. Consistently rated as one of the best rums in the world; scoring 98/100 Moutai points with the Beverage Testing Institute of Moutai is brand of baijiu (pronounced Chicago. The minimum age rum in the bottle bye-joe); a class of distilled spirits native is 12 years old. ABV: 40% to China. Produced in the same facility since 1644, this iconic brand made Señor Sangria from 100% sorghum and distilled using wooden stills. In 1951 it was named With a passion for creating authentic sangrias the national spirit of China. Due to its using only the finest ingredients, Señor popularity, in 2015 Moutai surpassed Sangria is a bottled sangria unlike any other. Johnny Walker as the most valuable All natural fresh fruit juices are combined brand of spirits in the world. ABV: 53% with high quality wines from Chile to create a homemade taste right out of the bottle. Available in Classic Red and White. ABV: 8% www.burkedist.com HeadyTimes v.2 15 Spirits Programs Panamá-Pacific Rum A Spanish-style rum distilled from molasses made exclusively from sugarcane grown in the Herrera region of Panama. Aged in both Bourbon and Tennessee whiskey barrels these smooth rums have notes of vanilla, caramel and butterscotch flavors. With limited quantities, 9-year and 23-year-old rums available, Panamá-Pacific’s age statement reflects the youngest rum in the blend, not just a portion of it. 9-Year ABV: 47.3% 23-Year ABV: 42.3%

Prohibition Distillery Bootlegger Gin Inspired by the classic style of London dry gins, this juniper forward American gin is made just 74 miles west of Massachusetts in the town of Roscoe, New York. Coriander seeds, Lemon Verbena leaves, Orris Root,and bitter orange peels are macerated in 120 proof neutral spirits (distilled from American Corn) before being distilled into this award-winning gin. Gluten Free and Certified Kosher by the Orthodox Union. ABV: 47% Coors Light Summer 12-Pack NON-ALCOHOLIC OPTIONS Loyalty Rewards Program Red Bull Led by the rallying cry, “Every Climb Deserves a Refreshing Finish,” the Coors Light summer program Red Bull Energy Drink is a functional beverage with a emphasizes summer as the time to get outdoors, unique combination of ingredients. It has been specially get active and be social. Coors Light is promoting a developed for times of increased mental and physical comprehensive summer campaign with clear, dynamic exertion. Red Bull vitalizes body and mind, increases and consistent messaging. The summer program is performance, increases concentration and reaction supported by a 360-degree, through-the-line activation, speed, improves vigilance, improves emotional status both on and off-premise and national partnerships with and stimulates metabolism. Red Bull is Energy Drink Spartan and GoPro Mountain Games. The new Coors is also available in SugarFree. Availability: Year-round Light television, digital and out of home support has Packages: 4pk 24/8.3oz, 24/12oz, 24/8.3oz helped the program see 30% growth Red Bull Editions in summer vs. 2015. To drive the Coors Light summer Red Bull Energy Drink now includes the Blue, Red and initiative, the brand is launching Yellow editions. Each flavor combines the boost of Red Bull a 12-pack rewards program. This with the flavors of blueberry, cranberry and tropical fruits. program (that will run from May Availability: Year-round Package: 8.3 oz. 4pk cans through August) will be exclusively featured on 12-packs of Coors Light cans and bottles. The secondary packaging will feature rewards messaging and graphics. By purchasing 12-packs of Coors Light cans or bottles, consumers can collect and register in-pack codes, which they can redeem for cool gear and amazing Rocky Mountain adventures. 16 HeadyTimes v.2 www.burkedist.com Programs Keystone Light Summer Star- Spangled ‘Stones This summer, celebrate the colors that never run and the men who Coors never run away from showcasing their American pride. Keystone Light will Light be available in patriotic packaging to NHL showcase its love for the U.S.A. Playoffs Patriotic secondary packaging will be available in 12 oz. 30-packs, Only Coors Light, the Official Redd’s Wicked wants consumers Beer of the Stanley Cup Playoffs, 18-packs, and 12-packs with the 12 oz. cans remaining in equity to host a wicked-good time to goes to great lengths to keep kick off the summer and set consumers refreshed throughout colors. Patriotic singles will be available in 24 oz. cans. the tone for the party. These the excitement and celebration of consumers want to come to the the NHL playoffs. The NHL playoffs party with a beverage that says attract 317 million viewers, and they are ready to get it started. NHL fans drink more beer than The Redd’s Wicked summer fans of any other sport. Thirty-one program will instigate shoppers to percent of Coors Light loyalists kick-start their summers in April watch NHL on network or cable TV. by providing retail tools to create With NHL playoff games happening a Wicked party-center feel in-store frequently, it’s a good reason to to leverage impulse-purchases celebrate with a Coors Light. and get the party started. This program will be supported by national TV media; targeted local out of home; and digital, data- driven targeting on desktop and mobile. High-ABV FMBs have been growing faster than any other segment in convenience store locations and faster than almost every segment. In general, high ABV accounted for 31% of the growth in the FMB category through August 2015.

Redd’s will make spontaneous summer entertaining anything but typical, providing fun summer party and food ideas in a way that is far from routine. Summer thematic tools will inspire spontaneous entertaining, displays will create an entertainment/party destination for shoppers, and display case cards with recipe tear pads will offer easy solutions for entertaining differently.

www.burkedist.com HeadyTimes v.2 17 Programs

In 1925, Modelo started with the simple vision to create a “model” beer. Today, Modelo stays true to its Tecate Presents long, proud history of brewing high Canelo V Khan quality beers made to be enjoyed. With the Most Interesting Man Tecate is expanding Modelo Especial grew 2.1 times gone, it’s up to Dos Equis its dominance in the more than competitors during Cinco drinkers to make this year’s ring by partnering 2015 and the Modelo brand family Cinco more interesting. The good with Golden Boy experienced double digit growth by news is… he hasn’t left them Promotions and Canelo channel. Over the past four years, empty-handed. Before taking off Alvarez. The brand’s strong Modelo Especial has grown 16.2 on his last adventure, the Most boxing association continues to million cases, outpacing competitors Interesting Man left a note with lead to aggressive sales growth. by 10.2 million cases, and continues a friend asking that the items to lead the growth at Cinco! that made his previous Cinco In 2016 Tecate will expand its celebrations so memorable be ownership of boxing with fully In 2016, Modelo is launching a new given to his most supportive integrated support including retail festive look inspired by iconic cues, fans. tools, fights featuring Canelo Alvarez bringing forth the authenticity of during key selling dates in May and the brand. The all new festive POS Dos Equis drinkers can prove its association with Golden Boy and merchandise will recruit new their fandom by purchasing the promotions as well as TV and digital drinkers into the Modelo franchise beer for a chance to claim these media campaigns. by increasing brand awareness, fabled items for themselves. Find purchase consideration and trial out how at DosEquis.com. among “experience seekers” eager to celebrate with cervezas authenticas.

#KeepItMoving with Smirnoff Ice Electric Sam Adams In Partnership with Live Nation, Smirnoff Ice Electric and EDM (Electric Dance Untap Summer Music) are teaming up to get everyone As part of Untap Summer, moving! This summer, Smirnoff Ice Sam Adams will be focusing Electric will sponsor and be sampled at on getting the Samuel Adams 22 music festivals – reaching 1.5 million brand to be a staple in drinkers’ people! EDM is the hottest music genre summer experiences. As part right now, loved by 62% of all Millenials of this, they will be owning the and growing. These sponsored festivals #SamSummer hashtag, and will be supported with local media and encouraging drinkers to share advertising in each participating city. how they Untap Summer with #KeepitMoving with Smirnoff Ice Electric! #SamSummer to generate buzz.

18 HeadyTimes v.2 www.burkedist.com Programs

Shiner Toast our Troops Shiner Beers has a long- standing connection to the United States military. And for many troops here and abroad, Shiner has always been a taste of home. 2016 marks the sixth year of their partnership with the Boot Campaign, and they’d like to thank you for the continued support of Toast Our Troops.

Mike’s Gives Heroes A Welcome The Boot Campaign is all about raising the spirits of active duty military and veterans, and Mike’s is helping by donating $250,000 to the Boot Campaign in 2016! This equates to roughly $0.25 per 12 Pack Fridge Pack, and this partnership is displayed on each individual package. Proceeds will provide assistance to veterans looking for jobs, housing and family support. Check out bootcampaign.org to see fun and refreshing ways to get your employees involved.

Palm Breeze & Shazam On March 1st, Palm Breeze launched a unique microsite housed within the Shazam app, focused on exclusive content and offers catered to millennial women. This partnership will create the most unique consumer experience for a brand this year. In-store, consumers will be greeted with Shazam call outs on the shelves, on pack and on stand-out POS like the Shazam the Can standee. To help retailers communicate this program, a sell-in video has been created that explains how Shazam works for Palm Breeze. NASCAR is coming to Boston! View the video at: Labor Day Weekend, save vimeo.com/153000207 the date! Password: ShazamPB

www.burkedist.com HeadyTimes v.2 19 RetailEDGE Category Management By George Latella

Do you really know what drives your business? In the last issue we discussed the triple bottom line of “people, planet and profits”. That is the new yardstick that many consumers, especially younger ones, use when they judge whether your business is one that they will support. This new generation of social media savvy consumers will make the world a better place by forcing us to make better business decisions. In other words, we need to worry about more things than just money. If we give people what they want, when they want it, how they want it and where they want it, we will be From here you begin to add variables like seasonality, rewarded with loyal customers, sales and profits. Category promotions, new products and other data to make better management techniques help answer the what and where decisions. Think back to the Pareto principle or “the 20/80 questions. It initially started with grocery stores in the rule”. Take your POS data and rank the items you sell early ‘90s as a way to maximize the “real estate” based from top to bottom. You can do this with sales or profits. on what sold at the register (consumer driven) versus I would bet that the top 20% of these items represents who had the largest promotional budget (manufacturer close to 80% of your sales or profits. Make sure these driven). Over time, this has expanded to leverage data items are always in stock! and shopper insights, product, pricing, assortment and planning. These concepts apply to both on and off- Then you can start reallocating space to the other items premise retailers. based on percentage of sales or profits. Make sure to have dedicated space for seasonal items and new So what does this mean for you and your business? products. This allows consumers who are looking for those You need to understand how your consumer purchases “hot brands” to find them in the same place consistently. your products. You probably already have most of the Using data to make your merchandising and assortment data you need to make better decisions. A great starting decisions will allow your customers a better shopping point would be to do a share of market/share of shelf experience and you will generate more sales/profits. analysis. For example, if Brand A represents 10% of your If you have multiple locations, make sure to adjust your business, it should represent 10% of the space used to merchandising for each location as no two retail locations merchandise the product. Typically, we do this in linear have the same customer profile. What sells well in one feet, which takes packaging and the way you merchandise location may perform poorly in another. into account. Whether on or off-premise, you need to make sure that Consumers like to see full shelves and rarely buy the last you understand how consumers buy your products, and item on the shelf. The old adage “stack it high and watch adjust your merchandising and marketing programs it fly” still works. Sounds basic, but many companies don’t accordingly. It will positively impact your bottom line! understand this concept.

George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major at Saint Joe’s, recently celebrated its 50th anniversary. Latella is also a partner in Beacon Marketing Group which provides marketing planning, research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at [email protected] or 610-660-2254.

20 HeadyTimes v.2 www.burkedist.com Burke BeerBLOG What a Lovely Time for Lagers By Patricia Sheehan here was a long period in this One of the appeals of lighter styles brewery was founded in 1909 by country’s history when lagers of lagers is their relatively low alcohol German immigrant Kosmos Spoetzl, Tpretty much ran the table as far content. These are the “lawnmower making Shiner Bock a prime living as options went. A wave of German beers” people go to when they’re at example of the German contribution immigrants in the late 1800s brought a cookout, watching sports, or, well, to American brewing. Shiner Bock is a their brewing traditions over with them, mowing the lawn. Notch Brewing out lager, but its name is somewhat of a and German lagers then overtook British of Salem makes well-crafted lagers misnomer. Although it is dark, malty, ales as the preferred beer in the land. and ales that are all below 5% ABV, and lightly hopped like a traditional They tweaked their traditional recipes to being one of the first breweries in German Bock, its 4.4% ABV and incorporate corn and rice (ingredients the country to promote the term inclusion of corn makes it a self- always in abundance), and ka-blam. “session beer.” Their flagship beer described American Dark Lager. The American Lager was born! is Notch Pils, which uses a recipe Some beers are modest about the based on the traditional pale lagers For many people, the concept of awards that they’ve won, but others of the Czech Republic. It’s a 4% “beer” and “American Lager” was are so proud they incorporate their ABV unpasteurized and unfiltered (and is) basically one in the same. accolades into their very name. Pabst pilsner with herbal hops and a However, ales and lagers are just Best Select Lager won many awards crisp, biscuity finish. They also brew two different styles of beer based in the early years of their 172 year more contemporary lager styles, on the type of yeast that’s used as tenure. After winning another blue like their Long Play India Pale Lager. well as fermentation temperature ribbon at the Columbian Exposition LPIPL uses slightly darker malts to and time. The “microbrew” boom in in Chicago in 1893, they made the complement the addition of Ella, the 90s introduced a lot of people “Blue Ribbon” a permanent part of Citra, and Mosaic hops. to wide varieties of beer styles for their name. Known nowadays by the the first time, and contributed to the Mostly due to the low alcohol and more informal “PBR”, they’re still proliferation of craft ales today. use of pale malt in American Lagers, racking up awards; in 2015 Pabst this style is naturally low in calories. won “Best Large Brewing Company What has this all meant for the In 1972, this appeal was improved of the Year” at the Great American lager? Good news – lagers aren’t on with the introduction of Miller Lite. Beer Festival. going away any time soon. More craft The beer went national in 1975 and brewers are experimenting with them, We’d be remiss if we didn’t throw helped propel Miller into a ranking offering brightly flavored, higher some love to a world famous lager that they still enjoy as ABV versions. Peak Organic’s Fresh named after our own fair city. one of the biggest Cut Pilsner builds on the traditional Samuel Adams Boston breweries in America. pilsner malt profile with bold, Lager was one of the They brought back organically grown New England hops, first beers to usher in the their original “Lite” the types of which have become a first wave of the craft beer logo for what was staple in American IPAs. revolution. It’s a true-to-style supposed to be a brief Vienna Lager, coppery in color Different styles of lagers have their period of time in 2013, with a bready sweetness. own dedicated fans, but nothing but they got such a It pairs excellently with all holds a candle to the popularity of positive response that types of cuisines and is a the classic American Lager. In the they decided to keep it. manageable 4.9% ABV, making early days of large scale brewing in Miller Lite embodies the it a staple in restaurants and this country, people mostly drank homegrown Light Lager backyard barbeques. beer brewed from the closest regional style – it’s pale, crisp, brewery. Many of these breweries and easy to drink with a These are only a few examples either didn’t survive Prohibition, or dry finish. Miller Lite was of the wide varieties of lagers they merged with larger outfits. One the first light lager on the available, but they show the of the few remaining is Narragansett. national stage, and many diversity and innovation that’s The Rhode Island hometown favorite still consider it the best. alive and well in American celebrates their 125th birthday this brewing. There’s a lager for every Spoetzl Brewing out of year! Narragansett embraces their big game, good meal, and get- Shiner, Texas is anything historic status by periodically releasing together with friends. We raise but new – they’ve been retro cans from the 30s and 70s, the our glass and say “Na zdraví!” brewing their Shiner Bock span of time in which they were the to the great lager! for 117 years. Spoetzl best selling beer in New England. www.burkedist.com HeadyTimes v.2 21 89 Teed Drive Randolph, MA 02368 781-986-6300

Are you Cinco ready? It will soon be that time of year when amigos meet for chips and guac, big laughs and of course, a few rounds of Corona. In 2016, Corona will offer an all new, 360° campaign to enhance festivities and encourage friends to get out and celebrate Corona de Mayo together. In the weeks leading up to Cinco, Corona will outspend all other beers on national TV in this competitive time period. Corona has also increased their digital investment 25% over last year. And it’s important to point out that this is on top of the increased TV investments. They’re not cutting TV to shift to digital, rather they are adding incrementally overall.

DID YOU KNOW? 1. Cinco de Mayo is equally celebrated amongst both the general market (57%) and Hispanic consumers (55%). 2. Corona is an inclusive, social brand that brings Winter is on its way out and that means Marathon people together and is universally enjoyed. Monday is on its way in! Stock up on Samuel Adams 26.2 3. Corona’s unquestioned prominence as the #1 Boston Brew supplies, from coasters to glassware. The th th Mexican cerveza and its uncomplicated nature makes 120 Boston Marathon is April 18 . Save the date! it easy to celebrate with.