The Leader of the Pack

Summer 2017 | V.94 ORIGLIO BEVERAGE

THE LEADER OF THE PACK

Delivering Excellence Seasonals The Beer Guy New Products Programs UFO BRAND REFRESH | SUMMER SELECTIONS | YUENGLING CONTINUES TO MAKE HISTORY Letter toTHE TRADE HE GRAY DOLDRUMS OF WINTER HAVE FADED AWAY – it’s springtime! Blue skies and higher temps mean In This T it’s the most popular time of the year for Flavored Malt Beverages. FMB sales spike by 11% during the warm ISSUE weather months. In the land of flat beer growth, that has profit opportunity written all over it. Delivering the Today, consumers’ preferences change rapidly. Many Taste of Excellence ��1 continuously seek the next new thing. This has made the FMB marketplace very dynamic with innovation at the forefront. Trade journal Beer Marketers Insights reported in 2016 that Cover Story ��2 fruit-flavored adult beverages account for more than 13 percent of beer sales. Based on the analysis of repeat purchases, that number will only Brewer Highlight ��4 continue to grow. FMBs give consumers exactly what they want – flavor options, refreshment The Beer Peddlers ��5 and quality ingredients. Flavor is the #1 criteria in FMB choice and over 70% of FMB/cooler and hard cider consumers are in search of greater variety and Penn Taproom ��6 something new. According to Mintel Ready To Drink (RTD) Alcoholic Beverages U.S., half of consumers who buy FMBs do so because they like the taste, 42% New Products ��7

Seasonal Selections �� 10 “FMBs give consumers exactly what Available Year-Round they want – flavor options, refreshment Perfect for the Season �� 17 and quality ingredients.” Programs �� 18

The Beer Guy �� 25 appreciate the variety and 18% simply buy these beverages because they are more fun! They appeal to non-beer drinkers and to consumers who describe themselves as beer drinkers, who occasionally want something other than Web ordering is now available to “traditional” beer. all Origlio Beverage customers. “The segment continues to be a growth opportunity [because] new and To place your beer order online, different flavor offerings keep drinkers satisfied, particularly younger contact your Origlio sales rep today! [legal-drinking-age consumers] seeking to explore through flavors,” says Danelle Kosmal, Vice President of beverage alcohol practice for New York-based To receive weekly emails Nielsen. And although they account for a smaller portion of the FMB market of upcoming releases from share, Kosmal adds that hard sodas and seltzers were also a bright spot for the Origlio Beverage, please send segment in 2016. your email address and the name of your account to Origlio Beverage has a vast portfolio of FMBs including Mike’s, Smirnoff Ice, [email protected] or Twisted Tea, many hard ciders and three different hard seltzers – Smirnoff text ORIGLIOBLAST to 22828. Spiked Sparkling, Truly Spiked & Sparkling and White Claw Hard Seltzer. Now is the time to stock up on these FMBs, perfect for casual get-togethers, which happen frequently during the spring and summer.

Sincerely, ®

Dominic Origlio Heady Times is published five times a year, courtesy of Origlio Beverage. President DeliveringTHE TASTE OF EXCELLENCE Find Out More About Origlio’s Employees Tom Neuman Delivery Service Representative How long have you been with Origlio Beverage? 13 years and counting. What area/s do you service? The Philadelphia International Airport and surrounding areas. How do you provide the best service to customers? I know my customers very well and I have a pretty good understanding of the industry, so I attempt to provide them with meaningful information that can positively impact their businesses. What do you like to do in your spare time? I’m usually with my family when I’m not working – those memories are priceless to me. Diane Kitchin Director of Purchasing How long have you been with Origlio Beverage? 28 years this August. This was my first job after graduating from Penn State with a degree in Supply Chain. What positions have you held in the company? My first role was as an operations assistant. I counted inventory and managed order changes for our new (at the time) supplier Coors Brewing Co. Over time, I assumed the responsibility of inventory control as well as forecasting and ordering for all of our suppliers. I was promoted to my current role as Director of Purchasing during the All Star acquisition. What does your current job entail? Managing the forecasting and product replenishment process for our Philadelphia and Reading locations. What does it take to be a top-notch Forecaster? To be successful, you need to keep an eye on trends and have a strong line of communication with the marketing and sales teams. Relying solely on historical data is tough.

What do you like most about your job? The challenge of the ever-changing If you could be anywhere market and working with new suppliers. drinking any beer, where would What do you like to do when you’re not working? I enjoy spending time you be and which beer would be with my husband Steve and our two dogs. They are constant sources of in your hand? Poolside with an entertainment! My favorite hobbies are cooking (I’m fortunate to have a husband Allagash White. who’s a willing taste tester) and entertaining. They relax me and keep me away from my computer.

www.origlio.com HeadyTimes v.94 1 CoverSTORY Mike’s Hard Lemonade Company The Leader of the Pack While the rest of the Flavored Malt Beverage category First off, we care about what’s in the bottle. chugs along at about 4% growth, the premium-priced That’s why all our products [Mike’s, Mike’s & never-price-promoted FMBs from Mike’s Hard Harder, Cayman Jack and White Claw] have a consistent following. Our sales Lemonade are posting double-digit gains. grow because of our quality. The liquid T’S GOOD TO BE IN THE FLAVORED MALT BEVERAGE (FMB) SEGMENT. is really good. A lot of brands talk about Consumers of all ages, not just millennials, constantly look for new quality, but we only use the best, natural Iflavors in the easy-to-drink adult beverage category. That is why the ingredients to flavor our malt base – which segment continues to grow. is so pure we are about to get a trademark for it. And everything is 100% gluten free. But most FMB consumers migrate from one brand to the next as they To maximize profits, savvy retailers offer explore the newest flavor. Brand loyalty in the FMB category is practically their customers the best version of a nonexistent. But that’s not true if your name happens to be Mike. Mike’s unique product. In essence, allocating is thriving. In fact, it is the FMB category leader. This year, the entire shelf space based on the quality of Mike’s Hard Lemonade (MHL) portfolio, which includes Mike’s Hard the liquid in the bottle. That’s what Lemonade, Mike’s Harder, Cayman Jack and White Claw, is up 12%. And consumers want. And they are willing that’s on top of four straight years of growth. to pay for it. Mike’s Marketing VP Sanjiv Gajiwala – recently recognized by Our best-selling seasonal ever, Mike’s Hard Ad Age magazine for the success of his scrappy, digital messaging Watermelon is a perfect example. It’s back campaigns – explains how you can increase your profits by this year because of consumer demand. We leveraging MHL’s portfolio. have actually been told that it tastes like “When speaking to retailers, I remind them that too many choices a real watermelon, but without the seeds. overwhelm consumers. Lots of studies confirm that an overwhelmed Of all the FMBs sold last summer in a six- consumer buys less. So if you want to increase FMB profits, you have to pack, Hard Watermelon was number ask yourself if you really gain anything by allocating valuable shelf space one. And when it was on display, its sales [for example] to six more root beers. Root beer drinkers are happy, but increased 61%. what about everyone else? That’s where my products come in. We’re building on that success by launching Consumers are smart. They want whatever tastes the best. And they Mike’s Harder Watermelon (8% ABV) in also care about the quality of the ingredients. There is no doubt that 16 oz. cans. the introduction of new flavors drives growth – that’s true for any food & beverage category. But, offering more flavors isn’t enough to grow a brand. Mike’s brands are growing and here’s why…

2 HeadyTimes v.94 www.origlio.com CoverSTORY Understanding who is attracted to the different products in the MHL portfolio gives you insights that will increase sales.

Sanjiv says…

Mike’s Hard Lemonade Appeals to all LDA Drinkers. Sad people don’t drink Mike’s. Happiness is universal.

Finally, I’d like to mention that all our great- tasting products are supported by their Mike’s Harder own, individual social media programs. Typically, Mike’s Harder appeals Lots of traditional beer advertising fails to males 21 to 29 years of because ad agencies take one concept age. Cracking open a Mike’s and ‘retrofit it’ for, say, Twitter or Facebook. Harder single-serve helps this We recognize that our products appeal to consumer shift from a workday different consumers for different reasons. mindset into fun mode. The The Cayman Jack drinker is also into bold flavors and higher ABV are craft beer. [Cayman Jack sells better if more intense, just like him and it’s displayed with craft beer.] And they the experience he is after. choose to get their information in different ways. Obviously millennials are always looking at their phones. Our Facebook Cayman Jack pages get more engagement than These consumers are into “mixology” and crave any other alcoholic beverage. And we the taste and quality of a drink made by a will be back on TV again, so look for bartender. Quality ingredients and the flavors our commercials. they impart matter. This consumer is like the There are so many reasons to get behind “hop head” who knows what every variety our portfolio. Of course, I’m going to say tastes like. Mixology can be complicated, that my products are high-quality and but Cayman Jack gives this customer an unique. That’s what a marketing guy over-the-bar experience anywhere, anytime. has to say. Right? But in Mike’s case, Cayman Jack sells best when displayed with it’s true. Folks from all LDA groups, not craft products. just millennials, want authenticity, fun, convenience and great taste. We’ve White Claw checked all those boxes. The success of this product is proof And just because you have grown up, that flavored, alcoholic seltzer water doesn’t mean you can’t have fun. isn’t a flash in the pan. Low in sugar Sad people don’t drink Mike’s. We get and alcohol, White Claw appeals to consumers to smile when they get a consumers who want to be healthy, glimpse of our quirky lemon logo. The but still have fun. Natural ingredients enjoyment of a Mike’s is associated matter to this label-reading consumer with life’s happiest moments, so there’s who probably also drinks lots of flavored an emotional connection there. In any seltzers that are alcohol free. business, that’s the Holy Grail.”

So why not give this “never-price-promoted” lineup more visibility in your store?

www.origlio.com HeadyTimes v.94 3 BrewerHIGHLIGHT Dan Kenary, CEO and Co-founder of Massachusetts Bay Brewing Company, Dishes on UFO’s New “Refreshed” Look

OU MAY NOT KNOW THE NAME MASSACHUSETTS BAY BREWING Company, but this Boston-based craft brewery makes the Y award-winning Harpoon and UFO portfolios of beer. Inspired by hefeweizens he drank on a trip to the Pacific Northwest nearly two decades ago, Dan Kenary’s refreshing, sometimes-fruit-infused-&-always- easy-drinking UFO beers (short for UnFiltered Offerings) are the ultimate thirst quenchers. Brewed to be full of flavor, fun and interesting, the UFO lineup now has a new look to match what they’ve always been. Kenary says, “Beer should be flavorful, uncomplicated and fun. That’s what UFO is all about. The new look does a great job of communicating that message.” “There’s great history, tradition and craft behind UFO beers, but that doesn’t mean they can’t be easy to drink,” Kenary says. “Our brewers have nailed the flavors and made beers that are beautifully crafted, but really accessible to a broad spectrum of beer lovers. They’re fun to brew and even more fun to drink. And UFO is competitively priced – a great value for your money! You can’t beat that.” Here are 10 things you should know about Mass Bay’s out of this world UnFiltered Offerings… 1. Kenary says, “We decided on the name UFO because the idea of a cloudy beer served with lemon was an ‘alien’ concept to New Englanders back in the late ’90s.” 8. UFO consumers prefer fruitier, easy- 2. If he could only drink one UFO beer for the rest of his life, “It would to-drink beers, while those who drink have to be UFO White Ale. It is so clean and refreshing and goes with Harpoon prefer more complex recipes so many beer drinking occasions.” of hops and malt. The brands should be separated at retail. Mass Bay has 3. The new design tells consumers more about the great beer inside: created separate promotional programs The glass is the beacon on the package, which shows what the beer for each. inside looks like. And the fonts and colors are fun, friendly, bright and fresh – like the beer inside. 9. Look for UFO Cranbeery, a hefeweizen brewed with fresh cranberries, this fall. 4. The Passport Stamp (“FLAVOR ADVENTURES. DEPARTING DAILY.”) speaks to these refreshing, flavorful beers that leave the brewery every 10. Check out the recipe for UFO day and land in the glasses of UFO fans. Huckleberry pancakes on ufobeer.com. We’re not kidding, they’re amazing! 5. UFO Hefeweizen and UFO Raspberry made the list of Paste Magazine’s Blind Tasted and Ranked 59 Best Wheat Beers (April 2017). 6. There’s a nod to employee ownership on the package. “We want customers to know that everyone at the brewery is invested in the quality of the beer we’re making,” says Kenary. 7. Harpoon and UFO drinkers are different consumers so UFO has its own website (www.ufobeer.com) and social media presence (follow @ufobeers on Instagram and Twitter!).

4 HeadyTimes v.94 www.origlio.com Off-PremiseSPOTLIGHT The Beer Peddlers S NEW LAWS AND TRENDS HAVE CHANGED THE WAY THAT BEER is sold in the off-premise, Dan Stevenson and Tom DiAntonio made Asure to focus on one thing above all else when they opened The Beer Peddlers: adaptability. That perspective has served them well in their first full year in business. Heady Times got the chance to sit down with these two South Philly natives to reflect on the past year, what they’ve learned and how their store has changed even in that short period of time. Heady Times (HT): How does The Beer Peddlers differ from other South Philly beer distributors? Dan Stevenson (DS): Tom and I are lifelong residents of Pennsport, so Co-owners of The Beer Peddlers Dan Stevenson (left) and Tom DiAntonio we know the area. Everything around here is usually garage doors and bulletproof glass. We wanted to do something different. As the city and the beer industry are changing, we wanted to reflect that. Tom DiAntonio (TD): Variety is a main focus of ours. I used to own Society Hill Beverage, and back in ’04 we had maybe 60 skus. We [The Beer Peddlers] offer over 500. Craft beer has made a big difference. You have to change with the times and be aware of what customers are looking for. People aren’t committed to one beer anymore. HT: Speaking of change, when The Beer Peddlers opened, the industry itself was undergoing quite a change. How have you adapted? TD: The laws were changing almost as soon as we moved in. Luckily, when we were mapping out the space, we made it as flexible as possible. HT: Having grown up in the area, what does it mean to you both to serve DS: Yeah, the 12 pack law hit basically as soon as we opened the doors. your community? If we hadn’t been ready for it, we might not be open today. After the law passed, we added shelving and rearranged the store, which we think DS: We wanted to give the neighborhood gives it a good flow. Now we offer every package available. something to be proud of. The Philly beer scene is fluid. New breweries are leaving TD: The back half of the store is set up like a distributor, with full cases. their mark every day, and we wanted to And up front is the bottle shop. Customers can get cases, six packs, four leave our mark. packs, single serves. It’s all here. TD: We also wanted to represent the area. HT: What inspired the atmosphere and aesthetic design of 2SP, Weyerbacher, Sly Fox, Dock Street – the store? we offer them all. A lot of out-of-towners DS: We wanted to make it as clean and accessible as possible. We used come in looking for local beer too. We’re reclaimed wood to construct the counter up front, which gives the place proud to represent the area. a nice feel. We get people who come in and think we’re a bar. We laugh, but that’s a testament to the design of the place. TD: We wanted The Beer Peddlers to be very shoppable; very welcoming. Our clientele is about 70% female, which we’re very proud of. We know that sometimes distributors can be intimidating places, but not here. It’s bright, it’s clean and there’s tons of parking. Now that we’ve added growler fills, we’re providing it all. DS: People shop differently today. They’re not just in and out, they’re on the hunt. They ask a lot of questions and want to make sure they’re getting something unique and of high quality. That’s a good thing and we’re here to help them find what they’re looking for. Our variety ensures that there’s something for everyone.

1942 S Christopher Columbus Blvd., Philadelphia, PA • 215-755-2337

www.origlio.com HeadyTimes v.94 5 On-PremiseSPOTLIGHT Penn Taproom LENTY OF LOCAL ESTABLISHMENTS CLAIM TO BE, “GREAT neighborhood bars” but halfway through our interview with Penn PTaproom’s GM Albie Snyder, we knew this place was the real deal. Sitting on their beautiful patio overlooking downtown Doylestown, our conversation paused more than once so he could chat with passing locals. “This always happens when the weather is nice and the patio is open,” Snyder laughed. “What could be better?” Celebrating seven years serving Doylestown, it’s no wonder this State Street haunt is such a hit. The prime location, warm staff and great beer From left to right, Co-owner Keith Blalock, Bar Manager Erin keep customers coming back. Weidner, Co-owner Chad Riedley and General Manager Albie Snyder Heady Times (HT): What was Penn Taproom like when it opened seven years ago? Albie Snyder (AS): What [owners] Keith Blalock and Chad Riedley aimed to do all those years ago, was to bring great pub food and great craft beer to this community. They wanted to provide a gathering spot for the working class in an upscale pub environment. That same philosophy remains today. HT: Has the bar changed much in that time? AS: We’ve redone a lot. The interior used to be a bunch of smaller rooms, but we blew that all out and opened it up. The wrap-around patio is a huge addition. We really wanted to provide an awesome HT: Does your location put you in a outdoor space to eat. OnlyInYourState.com recently named us one of prime position for local events? Pennsylvania’s Top 10 Restaurants with The Most Amazing Outdoor Patios! We have 50-60 seats upstairs too, so there’s a lot of room for AS: Yes! And we’re very involved in the dinner. That fills up in the winter when our patio is closed. community. At different times throughout the year, State Street is shut down for HT: Why Doylestown? events, like the Doylestown at Dusk Car AS: It’s a beautiful place. I love our neighbors and the other bars in Show and Arts Festival in September. And town. It’s a great place to be. we hold a few beer events throughout the year ourselves. HopFest is on May 20th HT: Tell us about your 13 taps, why that number? this year and our PA Craft Party, where AS: We like to keep it small. We’ve talked about adding more, but I don’t we feature Pennsylvania craft breweries, think we will. When a bar has let’s say 50 taps or something, often times is in July. We also have a big Great Lakes they end up having a lot of beer that is just sitting around. I like that Christmas Party every year. We’re thinking every time someone comes in, they can try a different beer, but it’s not of adding an Oktoberfest… we’ll see too much. We’re turning beer, while people are trying new things – that’s what happens. what it’s all about. HT: What are some of your staples on tap? AS: Allagash and Spaten are our best sellers, so they’re always on. Guinness and Yuengling also do well, so they’re also offered most of the time. We leave the other taps open to rotate. We do great with Firestone Walker too. IPAs and pale ales in general sell really well. But I try to keep a wide range of beer, from hoppy, to easy-drinking, to domestic. We carry a lot of domestics in bottles. We cover a wide range, so there’s always something for everyone. HT: What are some of the local favorites on your food menu? AS: Well, we’re known for our burgers. My favorite is the Spicy State Street, named after the street we’re located on.

Penntaproom.com • 80 W State Street, Doylestown, PA • 215-230-7299

6 HeadyTimes v.94 www.origlio.com NewPRODUCTS Redd’s Apple Ale 4/6 Pack A New Look for 16 oz. Aluminum Pints Sam Adams Light Redd’s Apple Ale is now available in 16 oz. Samuel Adams Light has some new duds! The updated aluminum pints! In the crowded landscape of packaging corresponds with the entire rebrand of Sam flavored beer, FMBs and ciders, the unique Adams. The clean, bold patriotic design makes the beer aluminum pint package allows Redd’s to more recognizable and easier for consumers to spot. stand apart from other flavored offerings Samuel Adams Light is not a light version of another and provide a point of differentiation for beer, rather it is a crisp and refreshing amber lager, consumers. Availability: Now, year‑round with a rounded sweetness, subtle hop character and clean, smooth finish. ABV: 4.3% Package: 12 oz. bottles only Availability: Now, Blue Moon 4/6 Pack year‑round 16 oz. Aluminum Pints The first craft beer available in a 16 oz. aluminum bottle, Blue Moon Belgian White Belgian Style Wheat Ale is brewed with Valencia orange peel for a subtle sweetness, and a touch of coriander to provide balance. Dale’s Pale Ale 16 oz. Oats and wheat are added to create a Commemorative Draft Cans smooth, creamy finish that’s inviting to In celebration of 15 years of the original craft beer in the palate. It’s naturally unfiltered, which a can, Oskar Blues Brewery is launching 16 oz. Dale’s adds to the depth of Pale Ale Draft Cans, as an homage to their core belief flavor. ABV: 5.4% that a keg is a can, is a keg, is a can, is a keg. As part Availability: Now, of the continuous disregard to the status quo, Oskar year‑round Blues collaborated with avant-garde illustrator McBess to create a series of three, limited release cans that embody a shared enthusiasm for the outdoors, music and craft beer. When all three cans are aligned side-by-side, they create a single larger image that depicts Oskar Blues’ unlikely and irreverent journey from mountain town brewpub to craft beer pioneer. The series starts where it Modelo Chelada all began, Lyons, Colorado, including a depiction of the original can of Dale’s Pale Ale. It then progresses to the Tamarindo Picante mountain bike haven of Western North Carolina and on This ready-to-drink Chelada has to the live music capital of the world – Austin, Texas. the flavors of sweet tamarind and Availability: All year long, beginning in May spicy chipotle peppers that are authentic to Mexican cuisine and Michelada traditions. ABV: 3.3% Package: 24 oz. cans only Availability: Now, year‑round

www.origlio.com HeadyTimes v.94 7 NewPRODUCTS Hank’s Gourmet Grape Soda Rodenbach Brand Refresh After 20 years of consumer requests, Hank’s Rodenbach Brewery, known and recognized around is proud to introduce their new Gourmet Grape the world as the leading brewer of Flemish red brown Soda! Crafted in the style and tradition of grape sour ales, has invested heavily in its brands, markets sodas of the past, with the same attention and brewery infrastructure in Roeselare, Belgium. All to detail and quality as their other flavors, Rodenbach beers have undergone a redesign (supported Hank’s Grape Soda is full-bodied, by programing) and the brewery has received a $3MM extremely flavorful and very investment in its brewing technology. refreshing. ABV: Non-alcoholic The redesign creates a sense of unity for the portfolio. Package: 12 oz. bottles only The iconic letter ‘R’, which appears on all packaging, Availability: Now, year‑round has a new look that pays tribute to the brand’s 200-year-old heritage of artfully brewing Flemish red brown sour ales, while simultaneously introducing new 2SP 2SPils consumers to the brand. Rodenbach ‘Classic’ is the new name for what was Previously available as a seasonal, previously known as its session beer, and will be offered 2SPils will soon be available to enjoy exclusively in 8.5 oz. six pack cans. Rodenbach Classic year‑round! This unfiltered pilsner joins the new Rodenbach Fruitage in the brand’s ‘thirst- has a full & fresh hop aroma with quenching’ category. clean, crisp and grassy flavors – it’s completely crushable. ABV: 5% Rodenbach Grand Cru, Vintage, Alexander and Caractère Packages: 12 oz. cans and draught Rouge also have new packaging and are designated as Availability: Draught available now, part of the brand’s ‘delicious’ category of beers, which year‑round; cans available year‑round, are recommended with a variety of foods to enhance beginning later this summer flavor and optimize enjoyment. Labels for Rodenbach Classic and Fruitage proudly use the ‘R’ as inspiration for the beers’ descriptors: Lagunitas 12th of Never Ale “Red, Ripened and Refreshing.” Rodenbach Grand Cru, 19.2 oz. Cans Alexander, Vintage and Caractère Rouge now feature the wording “aged in oak foeders”, which highlights Already available year‑round in Rodenbach’s 294 iconic oak vats and optimises the th 12 oz. cans, 12 of Never will soon vinification and be available in 19.2 oz. cans as maturation process of well! This beer is a blend of old and all Rodenbach beers. new school hops that play bright citrus and rich tropical flavors, all on a solid stage of English puffed wheat. Light, yet full-bodied, 12th of Never is everything Lagunitas has learned about making hop-forward beer, expressed in a moderate voice. Pale, cold, slightly alcoholic and bitter… it’s all they know. ABV: 5.5% Availability: Year‑round, beginning in July

Straub 1872 Pre-Prohibition Lager 1872 Lager embodies the enduring legacy of one of the most historic and iconic breweries in the U.S., inspired by Straub Brewery Founder Peter Straub. Straub began brewing in St. Marys, PA in 1872, at a time when pale lagers had more color, a more pronounced malt flavor and were a touch hoppier than they are these days. 1872 is a classic pre-Prohibition-style lager, with a mild spice-and-floral hop aroma balanced by a slight malty sweetness and some light, toasty notes. It’s punctuated by a clean, crisp finish. ABV: 5.4% Packages: 12 oz. bottles and draught Availability: Now, year‑round

8 HeadyTimes v.94 www.origlio.com NewPRODUCTS Saison Dupont 11.2 oz. Bottles FIX Hellas Saison Dupont, the benchmark of one FIX Hellas, the first and most historic Greek of Belgium’s most important beer styles, beer, is a premium lager that’s ideal for is the most admired and imitated saison any occasion. It has a slightly fruity in the world. Now available in 11.2 oz. aroma with a balanced bitterness, which 4 pack bottles, this full-bodied, malty enhances the pleasant flavors that farmhouse ale is beloved for its distinct emerge during the yeast fermentation. peppery bite and unique flavor, derived The finish is rounded and long-lasting. from Dupont’s signature yeast strain. ABV: 5% Package: 11.2 oz. bottles only ABV: 6.5% Availability: Now, year‑round Availability: Now, year‑round

Dupont/Dubuisson 300 Years of Mythos Lager Belgian Brewing Variety Pack Bright blonde in color, with complex, but This variety pack offers a premium selection of highly distinct flavors, Mythos Lager is nicely balanced acclaimed beers from two of the oldest and most with fruity nuances and hop notes, a slight iconic Belgian breweries: Dupont and Dubuisson. sweetness and a rich, long-lasting finish, Included in the mix pack are: Saison Dupont, a perfect making it both enjoyable and refreshing. expression of Dupont’s signature bone-dry, spicy yeast ABV: 4.7% Package: 11.2 oz. bottles only characteristic; Forét, an organic saison with a light body, Availability: Now, year‑round balanced by a spicy kick of bold malt flavor;Scaldis Pêche Mel, a combination of Scaldis Amber and peach juice with a heady aroma of peach, a well-balanced malt character Oude Geuze Boon and a surprisingly dry finish and Black Label Second Edition Cuvée des Trolls, a Belgian blonde brewed with dried orange peel. This oude geuze was first brewed in 2015 and Explore the different styles and skills won the gold medal at the World Beer Cup in that make Belgian beer globally 2016. Because of its success, a new blend was revered. Availability: Year‑round, created – Black Label Second Edition. The result beginning in August is yet again a bone-dry geuze which tastes – although smoother, with more of an old lambic character – similar to the previous edition. Unibroue À Tout Le Monde Oude Geuze Boon Black Label Second Edition Now Available in 1/2 Kegs is made from a selection of lambic from oak casks and foeders with the highest degree Already available in 12 oz. bottles and of fermentation. ABV: 7% Package: 375 ml sixtels, Unibroue’s Belgian-style, dry- bottles only Availability: Now, occasional hopped saison, which honors the mutual release, year‑round passions and friendship of Megadeth’s Dave Mustaine and Unibroue Brewmaster Jerry Vietz, will soon be available in half kegs as well. À Tout Le Monde is brewed Monk’s Cafe as a tribute to all the friends of hard rock Grand Cru Flemish Sour Ale music and Belgian style ales. ABV: 4.5% Monk’s Cafe Grand Cru is a blend Availability: Year‑round, beginning in June of aged and freshly brewed triple ales. The Brewmaster has selected Sixpoint Sweet Action Blonde his finest triple to age for three years. Just before bottling, a high Taking the place of their year‑round Sweet fermented lager is blended in Action, Sweet Action Blonde is an easy to reach an approachable ABV. drinker. This blonde ale has a smooth, ABV: 5.5% Package: Draught only unfiltered, hazy wheat body with a pure, juice- Availability: Occasional release, box aroma. No bitterness – it’s repeatable year‑round, beginning in June as hell. There’s nothing sweet about it. ABV: 5% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in May www.origlio.com HeadyTimes v.94 9 SeasonalSELECTIONS Narragansett When Demand Exceeds Supply Summertime Citra Ale Many of our craft seasonal and specialty releases are available in limited or extremely limited quantities. Extremely refreshing and drinkable, Breweries only produce a certain amount of their Summertime Citra is the perfect beer for a specialty beers and Origlio does all they can to get as day at the beach or a backyard barbecue. much product as possible. In addition, this publication Superbly balanced, this crisp, golden ale is is compiled months prior to the decision made by the made with 2-row pale malt and Citra hops. brewery to allocate their products to the wholesaler. Strong aromas of citrus and passion fruit are balanced Variations in production for some of these limited and mild on the palate. ABV: 4.2% Package: 12 oz. release offerings will fluctuate, resulting in lower cans only Availability: Now! quantities than anticipated. Samuel Adams Brewing The If you are interested in something you see in this publication and it is out of stock when you place your American Dream Variety Pack order, please contact your Origlio Sales Representative This limited release variety is a mix of microbrewery to discuss a similar option. collaborations with Sam Adams including: Boston Tea Origlio also sends out an email blast weekly to inform Party Saison, brewed with Woods Beer Co. in San customers of seasonal offerings that are widely available Francisco & Oakland, CA; Three Ninety Bock, brewed to you, immediately. with Roc Brewing in Rochester, NY; Time Hop Porter, brewed with ChuckAlek If you are interested in receiving the weekly email blast, Independent Brewers in San please send your email address to [email protected]. Diego, CA; Oats McGoats, brewed with Brewery Rickoli Guinness Brewers’ Collection in Ridge, CO; Desert Kaleidoscope IPA, brewed Guinness has brought together with Bosque Brewing in four of their finest summer ales Albuquerque, NM and and lagers to create this year’s Samuel Adams Boston 12 pack Brewers’ Collection. The Lager. Availability: July variety includes: Guinness Irish Wheat, clean with low bitterness, this wheat beer has a subtle clove/banana flavor and a hint of Curious Traveler Lemon Shandy zesty citrus; Guinness Golden Curious Traveler is an American Ale, a refreshing bite yields to craft wheat beer made with fresh a dry finish, making for an enjoyable brew; lemon and just a touch of lime Guinness Rye Pale Ale, the rustic, spicy character to bring out a bright, juicy citrus of the rye grain gives this amber ale a peppery bite, aroma and flavor. Simply, Curious balanced with citrus and grapefruit from the Mosaic and Traveler is “Quite a Refresher!” Cascade hops and Hop House 13, crisp, full-flavored Packages: 12 oz. bottles and and refreshing, this beer is hoppy but not too bitter, with draught Availability: June a malty finish. Availability: June Traveler Grapefruit Shandy ZIMA 15 Pack Cans The legend returns! Anyone who was old Available in 15 pack cans for a limited time, Traveler enough to drink in the ’90s has cause for Grapefruit Shandy is a deceptively delicious wheat celebration because ZIMA is finally making its beer made with real grapefruit. It delivers a bright and official comeback… for a limited time. This satisfying citrus aroma refreshing citrus beverage gives drinkers the and flavor, then quickly chance to re-live or experience for the first disappears, leaving time, an innovator of the beverage alcohol you searching for industry and an icon of ’90s culture. It’s another. ABV: 4.4% gonna go fast, so get it before it’s gone! Availability: Now! ABV: 5% Package: 12 oz. bottles only Availability: Limited quantities in mid-June

10 HeadyTimes v.94 www.origlio.com SeasonalSELECTIONS Sierra Nevada Lagunitas Lagunator Lager Beer Camp Across the World With a massive malt character, rounded out by a Beer Camp is back for 2017, and it’s bigger than ever. bitter balance from some experimental hops from This year, Sierra has taken the bus worldwide with an the Yakima Valley, this beer will leave you saying all-new incredible mixed pack of beer. Each pack is a ‘I’ll be bock!’ ABV: 7.9% Packages: 22 oz. treasure of rare beer styles, each a unique combination bottles and draught Availability: May of energy, passion and purpose from the world brewing community. A mix of 12 oz. bottles and 16 oz. cans, the Lagunitas variety includes: Atlantic-Style Vintage Ale, brewed A Little Sumpin’ Extra with Fuller’s Brewery in London, England; Campout The big sister of the Little Sumpin’ Sumpin’ Porter, brewed with Garage Project in Wellington, New Ale, A Little Sumpin’ Extra has lots of wheat Zealand; Dry-Hopped Barleywine, brewed with Avery for a curious malt complexity, leaving it light Brewing in Boulder, CO; Hoppy Belgian-style Golden in color, but huge in flavor and satisfaction. Ale, brewed with Duvel Moortgat in Puurs, Belgium; ABV: TBD Packages: 12 oz. bottles and Dry-Hopped Berliner Weisse, brewed with Saint Arnold draught Availability: July Brewing in Houston, TX; Dunkle Weisse, brewed with Ayinger Brewery in Aying, Germany; East Meets West Lagunitas IPA, brewed with Tree House Brewing Co. in Monson, MA; Ginger Lager, brewed with Surly Brewing Co. in Wilco Tango Foxtrot (WTF) Minneapolis, MN; Raspberry Sundae Ale, brewed Rich, smooth, dangerous and chocolaty, with The Bruery in Placentia, CA; Thai-style Iced Tea, WTF is a big ol’ hoppy Imperial brown ale brewed with Mikkeller Brewery in that will help with your slippery slide into the Copenhagen, Denmark; West heat of the night. ABV: 7.85% Packages: 22 oz. Coast Style DIPA, brewed bottles and draught Availability: July with Boneyard Beer in Bend, OR and White IPA with Yuzu, brewed with Kiuchi Dogfish Head Alternate Takes #5 Brewery in Naka-shi, Ibaraki, Japan. Availability: June In the analog age of music, artists recorded take after take, experimenting with new sounds Harpoon Citra Sea IPA until a great record emerged. Dogfish Head’s Alternate Takes Summer fests, summer songs, summer Fridays, series offers a peek into their summer vacations, summer flings… all good iterative and creative R&D process, reasons (as if we even needed one) to love this where each batch is celebrated as its own off-centered citrusy summer IPA. Citra hops provide a juicy hit. Alternate Takes #5 is a fruit-forward, sour beer citrus character in this grapefruit peel-infused rounded by tartness and hints of vanilla & oak. This IPA. The malt blend adds depth and a touch beer started as a blonde ale, fermented with raspberries of sweetness and gives the beer its bronze and aged in red wine barrels with brettanomyces and hue and medium body. The finish is all citrus, lactobacillus before being blended and additionally all day. This IPA is easygoing and ripe with aged with insane amounts of blueberry. The mild brett citrus flavor. ABV: 5.8% Package: 12oz. funk plays well off the bright berry character, which bottles only Availability: Now! is balanced by a soft lactic sourness. ABV: 8% Package: Draught only Availability: June Mike’s Harder Watermelon Hold on for an intensely refreshing blend of Dogfish Head Lupu-Luau IPA ripe, juicy watermelon and tart lemonade. A juicy, coconut-centric lupulin party, this IPA The liquid is dark pink and the aroma is is brewed with a tropical trifecta of toasted of classic, freshly-cut, ripe watermelons. organic coconut, experimental hops Unlike the overly sweet, candy-like profile and dehydrated coconut water. of other watermelon beverages, Harder ABV: 7.3% Packages: 12 oz. Watermelon delivers an authentic, mouth- bottles and draught watering watermelon taste before finishing Availability: July clean with no lingering sweetness. ABV: 8% Package: 16 oz. cans only Availability: Now! www.origlio.com HeadyTimes v.94 11 SeasonalSELECTIONS Great Lakes Oskar Blues Fugli Lake Erie Monster Imperial IPA Yuzu and ugli fruit infusions, twisted Issue a small craft advisory: this South Bay together with the blueberry and Bessie-inspired brew launches an intense tangerine notes of Mosaic hops, makes hop attack amid torrid tropical fruit flavors. for a tangy, juicy, zesty aroma and ABV: 9.1% Packages: 12 oz. bottles and draught flavor. Salivation will instantly ensue Availability: July with one sniff of this crushable beer that was inspired by a Yuzu brew that Great Lakes Cans Oskar Blues made with some friends in Japan. ABV: 5.8% Packages: 12 oz. For the first time ever, this summer, Great Lakes is cans and draught releasing cans! Availability: May Great Lakes Lightkeeper Blonde Ale This beer is aglow with crisp hop aromas, an incandescent golden hue and a smooth, navigable malt finish. ABV: 6.6% Package: 12 oz. cans only Evil Genius #Adulting Availability: Late May First created last year for the brewery’s fifth Great Lakes anniversary, #Adulting is a guava-infused IPA. Pale and crystal malts marry perfectly with Citra Rally Drum Red Ale and Cascade hops, creating an easy-drinking, Citrusy and piney all-American hops creamy, medium-bodied, clean, smooth IPA. It wind up and deliver the pitch to cleanup is then infused with all-natural guava, turning hitter dry roasted malt in this red ale. this already delicious IPA into something ABV: 5.8% Package: 16 oz. cans only truly unique. Big, bold hop notes of tropical Availability: August fruit, watermelon and lemon are perfectly balanced by a slightly sweet malt backbone and juicy, refreshing guava. ABV: 6.8% Packages: 12 oz. bottles and draught Cape May The Bog Availability: Late June What happens when Cape May brewers are 21st Amendment making their Cranberry Wheat and accidentally Watermelon Funk add too much cranberry, 21 A has transformed their watermelon making it too tart? wheat into something a little more They embrace it and funky and a little more groovy, with turn it into a shandy. syncopated sweet fruit notes and What was supposed to downbeat aromas. Watermelon be a one-off batch has Funk pours slightly hazy with a turned into one of their golden color and tight, white top-selling and most bubbles. There are fruity esters sought-after beers. The with farmhouse aromas and Bog has become the the malt character is soft definitive South Jersey with watermelon fruit flavors, summer beer. A tart, cranberry wheat beer blended with tartness and sour notes. The lemonade, makes for an uber-drinkable summer shandy. beer finishes clean with an Designed to enjoy on those sweltering days, this beer acidic character. It’s fricking is light and refreshing, while still packing tons of flavor. great! ABV: 6.7% Packages: 12 oz. cans and draught ABV: 3.9% Package: Draught only Availability: June Availability: Limited quantities in June

12 HeadyTimes v.94 www.origlio.com SeasonalSELECTIONS Heavy Seas Abita Blueberry Wheat Blackbeard’s Breakfast Blueberry Wheat is a crisp wheat beer brewed Blackbeard’s Breakfast is a robust porter with with pilsner & wheat malts and German Perle a New World twist. Aged in bourbon barrels hops. The juice from local blueberries is then and brewed with Chesapeake Bay Roasting added to complement the toasty malt flavor. Company’s Dark Sumatra coffee, this porter is ABV: 4.4% Packages: 12 oz. bottles and flavorful and complex. Featuring unique English 12 oz. cans Availability: June malts, Blackbeard’s Breakfast has strong notes of caramel and a slight nut character. Abita Andygator Paired with bourbon notes and the sumptuous Andygator is a fearsome Sumatran coffee, this brew will please coffee beast. Don’t let his toothy grin, and beer connoisseurs alike. ABV: 10% slightly sweet flavor and subtle fruit Packages: 22 oz. bottles and aroma fool you: this cold-blooded creature is a draught Availability: Limited helles doppelbock that can sneak up on you. quantities in June This unique, high-gravity brew is made with pale malt, German lager yeast and German Perle hops. Sip, don’t gulp, and taste the wild Heavy Seas of Abita Andygator. ABV: 8% Package: 12 oz. Partner Ships Series bottles only Availability: Now! with Cigar City Brewing India Pale Lager Spring House The Partner Ships are bold and unique beers Diabolical Doctor Wit brewed at Heavy Seas in Baltimore, MD. Born of friendship, creativity and a boundless Diabolical Doctor is a white ale sense of adventure, the Partner Ships brewed in the authentic Belgian celebrate the spirit of American craft beer style. This Belgian wit starts today. This golden, strong lager has bready off with a wheat base and is malt aromatics and a crisp, dry finish. Late left unfiltered. It is then carefully addition kettle hops, followed by extensive spiced with coriander and dry-hopping, provide full citrus and tropical bitter orange peel and aged fruit flavors and aromas, balancing a soft with lavender to introduce a bitterness. ABV: 7.8% Packages: 22 oz. unique floral bouquet that bottles and draught Availability: Limited complements this complex, quantities in July yet refreshingly fruity, thirst quencher. ABV: 4.7% Packages: 12 oz. cans and draught Availability: Now!

Allagash 2017 Fluxus Saison Dupont Every year, Allagash brews Fluxus to celebrate Cuvée Dry Hopping (2017) the anniversary of their first beer sold in July, 1995. The name Fluxus is Latin for “continuous Saison Dupont Cuvée Dry Hopping is a limited- change” and in the spirit of change, every batch edition, dry-hopped version of Dupont’s famous of Fluxus is brewed with a different recipe. saison. This special version allows Master This year, Fluxus is a mixed-fermentation Brewer Olivier Dedeycker to incorporate a saison-style ale brewed with rhubarb. The different hop variety each year. For 2017, combination of Brettanomyces and saison Olivier chose the Slovenian hop, Styrian yeast results in complex fruit aromas, Eureka, known for its spicy and earthy reminiscent of apricot, mango and pineapple. flavor. This year’s Cuvee Dry Hopping is a Notes of citrus and biscuit combine to create refined and aromatic saison with striking a slightly sour, slightly sweet flavor that notes of fresh fruit and a lively citrus finishes with a hint of dry acidity. ABV: 6.5% character. Pair it with chili-lime marinated Packages: 750 ml cork and caged bottles fish or fiery chicken wings. ABV: 6.5% and draught Availability: July Packages: 750 ml bottles and draught Availability: Early August

www.origlio.com HeadyTimes v.94 13 SeasonalSELECTIONS The Lost Abbey Witch’s Wit Unibroue Lune de Miel The Lost Abbey’s Belgian-inspired wit beer, Witch’s Behind every Unibroue beer is an inspirational story. Wit is a lighter-bodied beer spiced with Curacao, This legend says that in Babylon, 4000 years ago, a sweet orange peel and coriander. Starting out customary wedding practice was that the bride’s father with flavors of fresh wheat and flaked oats, this had to provide his son-in-law with mead for the entire refreshing ale rounds out with notes of subtle first month (moon) of the marriage. This was believed spice. A great beer to pair with lighter fare such to boost the couple’s fertility, and later became known as shellfish and salads, Witch’s Wit also works as the “honeymoon” (Lune de Miel). To honor the wonderfully with honey and light, tangy cheeses. tradition, Unibroue has crafted a divine union of ABV: 4.8% Packages: 750 ml cork-finished ingredients called Lune de Miel, a refermented bottles and draught Availability: Limited amber ale brewed with spices and Quebec quantities in June honey. Lune de Miel will also be available The Lost Abbey in the Unibroue Genesis of Shame Sommelier Selection variety pack this A new addition to The Lost Abbey summer ABV: 8% portfolio for 2017, Genesis of Shame is Packages: 12 oz. a blend of barrel-aged beer with a fresh bottles and draught farmhouse ale. Beginning with a French Availability: July oak-aged golden sour with peaches, The Lost Abbey brewers created a new farmhouse ale, and combined the two. The result is a refreshingly light Dock Street Summer in Berlin ale with hints of tartness and peach Dock Street’s ‘Philly-style’ Berliner weisse character, with just a kiss of brett pepperiness. ABV: 5.8% is brewed with fresh lemongrass and Packages: 750 ml cork-finished bottles and draught ginger. This tart, sessionable beer begs Availability: Limited quantities in June for hot weather. Summer in Berlin opens up with a refreshing lactic punch that Port Brewing melds beautifully with grassy citrus notes Bourbon Barrel-Aged and finishes with a subtle ginger spice. Santa’s Little Helper ABV: 4% Packages: 16 oz. cans and draught Availability: Draught available Santa knows who’s been naughty and who’s now, cans in June been nice… and this is one seriously naughty but nice beer. Santa’s Little Helper, Port Dock Street Brewing’s Bourbon barrel-aged Imperial stout, A Dog Named Pierre begins the journey with flavors of sweet Bourbon and oak, continues with hints of This is a slighty tart, slightly hoppy, pale nutty, dark chocolate & malt and finishes ale. “The dog next door, his name’s with a smoky, coffee finish. ABV: 10.5% Pierre, he runs and jumps through the air. Packages: 375 ml cork-finished bottles and Thank God Almighty that he is here. The draught Availability: Very limited quantities dog next door, his name’s Pierre.” ABV: 3.5% in July Package: Draught only Availability: June

The Hop Concept IPA Mosiac & Eureka Two heavyweights with complex flavors meet head-on in this one-of-a-kind IPA. Mosaic – probably one of the most aptly named hops – fuses an array of tropical fruit, citrus and berry with mild herbal, earthy and pine characteristics. Heady Eureka hops emphasize heavy pine, underlined by mild floral notes, rounded out with dank aromas. ABV: 8% Packages: 22 oz. bottles and draught Availability: July

14 HeadyTimes v.94 www.origlio.com SeasonalSELECTIONS Shipyard Estival Firestone Walker Estival is Shipyard’s Leo v. Ursus Adversus Summer Ale aged with The second release in Firestone Walker’s wood chips from tequila Leo v. Ursus rotating series, Adversus barrels. It’s made with (against) is an intensely hopped Imperial pale ale, malted wheat, IPA that manages to remain nimble and Munich malts and refreshing on the palate. Audaciously Hallertau hops. ABV: 5.3% brewed with pilsner malts to attain a Package: Draught certain lightness of being, Adversus only (also available in ultimately achieves the improbable: a the Shipyard Summer big, bold beer made for summertime sipping. Harmony Seasonal Collection) through opposition – this is the essence of Adversus. Availability: Now! ABV: 8.2% Packages: 16 oz. cans and draught Availability: July Shipyard Summer Seasonal Collection This 12 pack bottle collection of Shipyard’s summer seasonals includes: Island Time Session IPA, a spicy, easy-to-drink session IPA with a delightful citrus and piney finish;Summer Ale, a traditional American wheat beer with an inviting color and mellow malted wheat flavor; Estival, Shipyard’s Summer Ale aged with wood chips from tequila barrels and Weyerbacher Sexy MotherPucker either Signature Series Inspired by a classic Imperial Pilsner, a unique beverage blending blend of German pilsner & lemonade and iced tea, Imperial IPA OR Signature Sexy MotherPucker is Series Imperial Rye, a a sour ale with bright spicy, golden red beer with citrus notes. Amber a floral hop aroma – sweet hued, tangy and dry on up front with a smooth, the palate, this tart beer aromatic finish. (The two nicely balances sour signature beers are rotated.) and malt, with a late Availability: Now! addition of Citra hops to give it a citrus kick in Shipyard Melon both flavor and aroma. ABV: 7.5% Packages: 12 oz. Handcrafted Ale 15 Pack Cans bottles and draught Availability: Limited quantities in June Same beer (Melonhead) but with a new name and updated can graphics, Shipyard Melon is a crisp, Weyerbacher 22 quenching ale with a refreshing essence of fresh watermelon. It is made with process pale ale, whole Let’s get some French wheat and Munich light malts, Willamette and Saphir toast! Weyerbacher’s nd hops. ABV: 4.4% Availability: June 22 Anniversary beer is a big, rich, malt-forward ale brewed with vanilla, cinnamon, nutmeg and orange peel. Sweet, bready, caramel flavors prevail, along with hints of smoke, spice and citrus. This is a liquid version of a classic breakfast. ABV: 11.1% Packages: 12 oz. bottles and draught Availability: June

www.origlio.com HeadyTimes v.94 15 SeasonalSELECTIONS Oude Geuze Boon VAT 109 Stone Ghost Hammer IPA Foeder N°109 is a 9000 liter oak cask that is Appearing for the first time in a seasonal 12 oz. can over 100-years-old. Previously used to stock six-pack, Ghost Hammer IPA is unfiltered and loaded cognac from 1935-2009, the cask was put with Loral hops – making it a floral, lemony and tropical into service at Brouwerij Boon after it was IPA that is best enjoyed in the summer. ABV: 6.7% shaved on the inside. The lambic used to Packages: 12 oz. cans and draught Availability: June make Oude Geuze Boon VAT 109 was aged in foeder N°109 for two years, brewed on the 16th of April 2014 and bottled on the 18th of April 2016. The foeder gives a special cognac-character to the lambic as it ages. ABV: 8.25% Package: 375 ml bottles only Availability: Now!

Cuvée des Trolls 20 Liter Kegs Stone Mocha IPA Clearly, style lines have been crossed. Is it half-IPA, half- This Belgian blonde, brewed with dried orange peel, has stout? Not quite. It’s definitely all IPA, but it’s also the a pleasant fruity character with notes of ripe peach and best of both styles, making this honey flowers. It finishes clean with a nice hop bite, love child of a beer simply just typical of the beers of Brasserie Dubuisson. ABV: 7% a beautiful, pleasure-seeking Package: Draught only Availability: Now! meld of Imperial IPA and mocha indulgence. ABV: 9% Packages: 12 oz. bottles and draught Availability: June

Sixpoint Lo-Res It’s time for a sesher. Hi-Res magnified the resin… Lo-Res changes the resolution. When you zoom out from the hop cone, things can get grainy. Focus on the juice – that’ll bring the pixels back into perspective. ABV: 4.5% Packages: 12 oz. cans and draught Peak Organic Ginger Saison Availability: June Peak Organic loves ginger for its unique, exotic flavors. Their Saison recipe is the backdrop here, with hints of spice Coronado Beach Break IPA and fruit from the Belgian Beach Break rides an intense wave of New yeast, complemented by World hops from the kettle to the bottle. a healthy dose of fresh Simcoe, Citra and Mosaic give this Imperial ginger from Charlie’s IPA bright, peachy and tropical notes, with a Red House Farm in lingering dry finish. It’s dry-hopped with four Massachusetts. Try it with Asian pounds of hops per barrel for vibrant tropical cuisine, Niçoise salad or fresh aromas and a swell of flavor that keeps you tomatoes on a warm summer day. wanting more. It’s a shore thing. ABV: 8% ABV: 4.7% Packages: 12 oz. Packages: 12 oz. bottles and draught cans and draught Availability: July Availability: July

16 HeadyTimes v.94 www.origlio.com Available Year-Round PERFECT FOR THE SEASON Verdi Sparkletini Firestone Walker Nine-time winner Pivo Hoppy Pils of the Impact Hot This beer is everything we love about classic Brand Award, Verdi German pilsners with a hoppy Bohemian twist. Sparkletini is the Pivo is a bright straw-colored lager with playful perfect addition carbonation, topped with beautiful white to Mother’s Day foam lace. Hallertau grown Magnum hops brunches or any warm deliver the lupulin foundation, while generous weather celebration. amounts of Spalter Select hops bring floral, Delightfully refreshing, aromatic and spicy herbal notes. Delicate, Verdi is sparkling lightly toasted malt flavors underscore the Italian summer fun! noble German hop character. As a twist, the beer is finished with German Saphir for a touch of bergamot zest and lemongrass. ABV: 5.3% Packages: 12 oz. bottles and draught

Sly Fox 360 IPA Heavy Seas TropiCannon An adventurous, dry-hopped IPA featuring a compelling combination of Bravo, Cascade, This citrus IPA is exploding with bright citrus Centennial and Lemondrop hops, Sly Fox aroma and flavor. A variation of the brewery’s Brewing Company’s 360 IPA is a triple flagship Loose Cannon, TropiCannon packs threat of size, technology and flavor. Ready a full blast of blood orange, grapefruit, for any adventure, 360 IPA in tall boy cans mango and lemon flavor. ABV: 7.25% delivers wide open flavor with the novel Packages: 12 oz. bottles, 12 oz. cans 360 lid in the can that drinks like a glass… and draught anywhere! ABV 6.2% Packages: 16 oz. cans and draught Samuel Smith’s Organic Cider Allagash White This hard cider shows bright Allagash’s interpretation of a traditional straw-gold with excellent clarity. Belgian wheat beer, Allagash Perfect for warm weather White is brewed with a generous consumption, it’s light in body portion of wheat and spiced with with a crisp, clean flavor and coriander and Curacao orange a dry finish that stops short of peel. Fruity, refreshing and fairly being austere. The bouquet is low in alcohol, this beer is perfect fresh apples, with a soft floral for warm weather consumption. note. It’s USDA and UK Soil ABV: 5% Packages: 12 oz. bottles Association Certified Organic. and draught ABV: 5% Packages: 12 and 18.7 oz. bottles

Sierra Nevada Otra Vez Cape May IPA Brewed to be the ultimate session beer, Cape May Brewing Co.’s flagship beer Otra Vez is light-bodied, tangy and is a slightly bitter American IPA. It’s complex. Sierra happened upon loaded with a hop blend that provides a sweet-tangy blend of native- the floral and citrus notes, lending a grown prickly pear cactus and quintessential American west coast grapefruit, combined with the profile. Dry-hopped with almost a pound zing of a traditional gose for a per barrel, the beer encapsulates your vicious but delicious twist on the senses until you’re left wondering where stodgy session sippers. ABV: 4.5% the rest of your brew went. ABV: 6.3% Packages: 12 oz. bottles, 12 oz. Package: Draught only cans and draught www.origlio.com HeadyTimes v.94 17 Programs

Corona Summer Vibes Music, Corona and friends are the key elements of summer. From May through August, Corona is uniting all three to create that unbeatable feeling – Corona Summer Vibes. With an all-new partnership and consumer sweepstakes with Spotify, the national debut of the Beach-in-a-Can primary and secondary packaging, bilingual POS and increased media investment featuring brand-new general market/Hispanic summer TV spots, Corona is positioned to win summer yet again in 2017.

Modelo is the Official Beer of the Beautiful Game Casa Modelo will set the stage for the upcoming 2018 FIFA World Cup tournament by leveraging a flurry of soccer activity within the next 18 months, both at point-of-purchase and through ongoing engagement via social media and broadcast sponsorship. To start, Modelo is the proud sponsor of the 2017 Gold Cup! This brand new, four-year sponsorship with CONCACAF will only further solidify Modelo as the Official Beer of the Beautiful Game. New bilingual promotional packaging will both showcase this exciting new sponsorship, as well as encourage participation in this year’s sweepstakes, giving consumers a chance to win an international soccer experience in 2018. There will also be local, on-site activation during the quarter-final matches on July 19th at Lincoln Financial Field in Philadelphia, PA.

18 HeadyTimes v.94 www.origlio.com Programs PHS Pop Up Gardens at uCity Square & South Street Sponsored by Corona and Modelo Corona and Modelo Especial are Border mecca in South Philly. An of May. PHS will turn a corner of the sponsoring two PHS Pop Up Gardens expanded food and beverage menu, vast vacant lot at 36th and Filbert that will transform the Philadelphia great craft beers and an extensive Streets in University City into an landscape from May through October, can selection are available and open-air, European-style garden for with delicious new food and drink special events are planned weekly, the season. Jet Wine Bar will operate menus and inspirational programs and including live music on Brewsday the garden and offer delicious Tex events that connect people with plants Tuesdays and a Guest Chef Series Mex dishes created by Rex 1516 and each other in lush urban oases. every other Thursday featuring dishes and Café Ynez. Special events will from Di Bruno Brothers, Federal include Mardi Gras Mondays, Taco The Pennsylvania Horticultural Society Donuts, Royal Tavern and others. Tuesdays, Wine Wednesdays and brought fresh, new design elements The new landscape design will Thursday Yappy Hours for canines and gardens to the beautiful blend romantic-rustic elements with and their companions. Constellation gathering space at 15th and South modern furnishings. Brands will feature Corona, Modelo Streets on May 5th with the PHS Especial and Pacifico, beers imported Pop Up Garden operated by Cantina The PHS Pop Up Garden at uCity from Mexico. Los Caballitos, the South-of-the- Square is set to open the third week

Keystone Light Americana Packaging To celebrate the Fourth, America’s favorite ’stones are suited up for summer in brand-new patriotic packaging – Keystone Light’s salute to those whose love for country comes first this time of year. Build the ultimate display with these eye-catching cases. They easily stack together to create the American flag! Add the patriotic pole topper, display case card and cooler, and together these pieces will create a display that Uncle Sam would be proud of. The packaging will be featured on Facebook, where fans will be winning Keystone Light swag all summer long.

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Champions Have Arrived. Score Your Tickets with Heineken Heineken and the International Champions Cup (ICC) are taking to the pitch for another year to bring you the best of beer and soccer. Heineken will be kicking off the 2017 season with an engaging retail activation and giving Bruno Mars and away tickets to ICC matches across the United States. POS the Heineken will be in-market from June Cities Project 1st through July 3rd, all geared to drive in-store traffic and This summer, Heineken is incentivize purchase. launching the Bruno Mars concert series presented by With Heineken being the the Heineken Cities Project. exclusive beer and presenting Consumers who donate to a local sponsor of ICC, be sure passion project via Indiegogo to stake a claim with the will receive concert tickets to Heineken ICC 2017 program, the hottest tour of the summer and profit from kickoff to starring Bruno Mars. final whistle.

Taste Adventure All Summer with Dos Equis Inspired by the Most Interesting Man in the World’s adventures, Dos Equis wants to help consumers set forth on their own round of summer expeditions. With sweeps including Dos Equis summer can buckets off-premise, digital or Uber gift cards on-premise and grand prizes of Dos Equis sponsored adventures, the brand is making sure consumers have a story to tell. A new merchandising solution for cans and exciting, summer-themed POS will be the final touches on a season of exploring and excitement.

White Claw: The Purest Hard Seltzer in the World Consumers have spoken and White Claw is their brand of choice! This summer, the purest hard seltzer in the world will be taking over your market with unprecedented local and national brand support. White Claw Hard Seltzer will encourage pure enjoyment across the streets of Philadelphia with, “The Purest Hard Seltzer in the World” campaign. Philadelphia will be home to a giant, high- impact display, five bulletins and 14 metro lights targeting 5.6MM consumer impressions including the famous Ben Franklin Bridge. White Claw’s campaign will also extend to print and digital media. Look out for White Claw ads in Men’s Health, ESPN magazine and Women’s Health this May. With focus on distribution and getting liquid to lips, White Claw will maintain its place as the #1 hard seltzer this summer.

20 HeadyTimes v.94 www.origlio.com Programs Yuengling American Summer “America’s Oldest Summer Favorite,” an ice cold Yuengling Traditional Lager, is the perfect beer to enjoy at summer concerts, grilling with the family or camping with friends. Yuengling’s American Summer program is a celebration of all things summer. Consumers visiting on-premise retailers have the chance to win a Summer Party Pack that includes Yuengling golf bags, corn-hole sets, wireless speakers, bikes and more. Additionally, Yuengling will offer consumers (off-premise) a chance to win an All-American BBQ Prize Pack, which includes a Weber Grill, Yuengling BBQ tools, a padded-seat cooler and a Yuengling folding chair. Consumers will text codes and keywords for their chance to win. This summer, Yuengling proudly continues their partnership with Smithfield Meats and the Yuengling Sponsors Yuengling Lager Beer Brats. Philadelphia Phillies These premium Brats are made In April, D.G. Yuengling & Son, Inc., America’s Oldest Brewery, with real Traditional Lager and announced their new sponsorship agreement with the Philadelphia featured at PA retailers including Phillies. This multi-year agreement, with one of Pennsylvania’s Major Sam’s Club and Weis Markets. League Baseball teams, will feature Yuengling beer, which is the first The program includes instant new beer sponsor of the Phillies in nearly 40 years! redeemable coupons on brats and mail-in-rebates for savings “Phillies baseball and beer are two of my passions. So we are thrilled on Traditional Lager, Light Lager to partner with one of the iconic teams in our home state,” said Dick and Black & Tan. Yuengling, Owner and President. “Watching America’s favorite pastime, while enjoying a Yuengling Traditional Lager from America’s Oldest Brewery, is what brings fans together.” “We are proud to welcome Yuengling to the Phillies family,” said Dave Buck, Senior Vice President of Marketing & Advertising Sales. “Like the Phillies, Yuengling has a long history in Pennsylvania. It’s a natural synergy – and a great addition to the ballpark’s off-the-field lineup.” The sponsorship includes an outfield wall sign, digital sign and in-stadium sign, featuring the brewery’s flagship beer, Yuengling Traditional Lager. As in past years, fans can enjoy Yuengling Traditional Lager, Light Lager and Black & Tan on draught and in 16 oz. and 24 oz. cans at beer- vending areas at Citizens Bank Park.

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Where Will Sam Summer Take You? Samuel Adams is offering consumers three unforgettable trips to cap off one unforgettable summer. Colorful adventures will delight drinkers from coast to coast. POS, social and digital channels will drive drinkers to enter the sweepstakes. YELLOW Destination: Cadillac Mountain, ME Activity: Hike to see 1st yellow sunrise in the country Be Free This ORANGE Summer with Destination: Key West, FL Angry Orchard Activity: Orange sunset party at From May through August, Angry Mallory Square Orchard is hitting the road to the best music festivals in the BLUE country! Consumers can join Destination: San Juan Islands, WA in the fun and enter to win VIP Activity: Kayak tour through a blue tickets to the festival of their bioluminescent bay choice at AngryOrchard.com. One grand prize winner will receive VIP tickets, travel and accommodations to Voodoo Music and Arts Festival in NOLA, five second prize winners will receive VIP tickets to attend either Bonnaroo, FYF Fest, Boston Calling, Bumbershoot or Voodoo Music and Arts Festival, five third prize winners will receive an outdoor bean bag chair and 1000 fourth prize winners will receive key chains with raincoats inside!

Magners Irish Cider This is Sport. To celebrate the European soccer season, Magners will be heading into the market to join fans as they root for their favorite teams. With giveaways and promotions during the game, this Irish cider will not only be supporting the league, but their partner team, the Celtic FC, with new merchandise and retail POS.

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Toast Our Troops with Shiner Continuing a long tradition of supporting our military, Shiner is proud to partner with the Boot Campaign again this year! This organization raises awareness and funds to help wounded veterans. Since 2011, the Toast Our Troops program has raised over $625,000 for the Boot Campaign, with the mission, “to promote patriotism for America and our military community, raise awareness of the unique challenges that service members face during and post-service and provide assistance to military personnel, past & present and their families.” From May 1st through July 31st, the brewery will donate a portion of the sales of specially marked Shiner Bock cans directly to this worthy cause. Shiner will also be fundraising through retail accounts in the Philadelphia market during the month of June, via a creative display contest and retail activation at bars and restaurants.

Woodchuck Hard Cider Ciderstock Music Festival Sweepstakes From June 1st through June 30th, consumers will be asked to follow @WoodchuckCider on Instagram and post a picture of themselves enjoying Woodchuck Cider with the hashtag #Ciderstockbound, including the handle @WoodchuckCider for a chance to be one of ten winners who will receive a trip for two to Woodchuck Ciderstock Music Festival in Middlebury, VT on August 19th, 2017. The Roots are headlining!

www.origlio.com HeadyTimes v.94 23 Programs Oskar Blues Dale’s Pale Ale Rodenbach ‘Cheers REEBellion at the Ranch to the Unexpected’ “REEBs are one-of- Rodenbach marketing and sales kind, all-American, support now includes a new and welded by slogan, ‘Rodenbach, Cheers to the the best in the Unexpected’ which aims to give beer business,” said connoisseurs the opportunity to Tim Moore, Chief discover the Rodenbach portfolio of REEBer. “All of our beers. This campaign continues in steel tubing comes the tradition set forth in 1821 when from True Temper Rodenbach began surprising beer Sports and small lovers everywhere. parts from Paragon One of the most awarded beers Machine Works. in the world, Rodenbach is the These bikes are undisputed market leader of Flemish made for the types red brown sour ales. Rodenbach Oskar Blues Brewery and Draft of terrain we love to ride. It’s pretty received scores of 98, 97 and Magazine present the REEBellion at cool that the winner will be able to 96 points from Wine Enthusiast the Ranch sweepstakes giveaway. ride a REEB on the North Carolina magazine and critical acclaim from All This is the brewery’s most valuable trails they were designed for.” About Beer, Beer Connoisseur, Beer giveaway ever! The winner will receive Other prizes include specially- Advocate, USA Today, Esquire and a three day, three night trip for four branded Smith Optics gear (Forefront other leading publications. to the Oskar Blues REEB Ranch helmet and Lowdown and Purist in Brevard, NC, an assortment of sunglasses) and a fully loaded awesome prizes and the opportunity Eagle’s Nest Outfitters hammock to join in races and rides held at the setup (Dale’s Pale Ale-branded ranch and on the world-renowned Doublenest hammock, Atlas straps, trails of the Pisgah and DuPont forests. Talon Gear Strap, Twilights and Echo The trip includes airfare, transportation, Bluetooth speaker). meals, gear and lodging at the idyllic Not only will the winner take epic Waterfall Cabin at the REEB Ranch. mountain bike treks through Pisgah The group will get the VIP brewery & DuPont, but they can choose to treatment with a behind-the-scenes participate in (or simply grab a beer look at OBB’s Western North Carolina and watch) the races held during home including tours, special REEBellion weekend. tastings, live music, bonfires and an endless supply of fresh-brewed From May through July, Oskar craft beer. Blues fans can enter to win this epic sweepstakes at The winner will also receive a custom oskarblues.com/contest. REEB Cycles bike!

Charlie Wells Dry Hopped Lager & Wells Banana Bread Beer Can Digital Rebate Program From June through September, consumers will receive $4 back on the purchase of two 6-packs of Charlie Wells Dry Hopped Lager and/or Wells Banana Bread Beer cans when they text “Great Beer” to 55755. Case cards, posters and shelf talkers are available to support the program.

24 HeadyTimes v.94 www.origlio.com The BeerGUY America’s Oldest Brewery Continues to Make History By Steve Hawk Not many several very popular new offerings in The sponsorship includes large companies can the past decade, including Yuengling signage in left field, which prominently boast about India Pale Lager, Oktoberfest and features the brewery’s flagship beer, their age. Times Summer Wheat Beer. Yuengling Traditional Lager. Jennifer change. Tastes mentioned how excited everyone As my conversation with Jennifer change. Traditions at the brewery is about this new continued, she pointed out some change. So any partnership. She recalled going to exciting new developments. Most company – in any games as a kid and hearing her father noteworthy is the fact that Yuengling market – would find it challenging to talk fondly about attending games at is still receiving major awards in the remain relevant for 188 years. But the legendary Connie Mack Stadium. beer industry. In 2016, the Brewers local brewery D.G. Yuengling & Son This partnership is clearly a throwback Association’s named it #1 on its has defied the odds. to some very happy memories. list of the Top 50 Craft Brewers Founded in 1829, this family-owned in the Nation for the third year Another great initiative is Yuengling’s brewery is the oldest in North in a row. “It was an honor to be in Lagers for Heroes. Yuengling makes America. And the sixth generation of a ‘friendly competition’ with the 2nd an annual contribution to the VFW’s Yuenglings is still literally making a place winner of the past three years,” National Veterans Service Program. “case” for today’s beer drinkers. said Jennifer. She was referring to Consumers can donate $10 by Jim Koch, owner of The Boston Beer texting HERO to 27722. Additionally “We wouldn’t be here if it Company, whom she considers a this year, participating retailers will wasn’t for the creativity and pioneer in the craft beer market. run a “donate-at-purchase” program, entrepreneurship of the third which is expected to be especially generation owner, Frank D. Another exciting development for the relevant to consumers over Memorial Yuengling,” said Jennifer brewery is their first product packaging Day and July 4th. Proceeds from the Yuengling. “During the Prohibition and branding update in three 2017 Yuengling Lagers for Heroes era, Yuengling survived by producing decades. The new design continues Campaign directly supports veterans. ‘near beer’ with a 0.5% alcohol to showcase their rich heritage content. They also ran a dairy which by keeping the original eagle and As you can see, Yuengling continues produced ice cream.” barrel symbols. “We believe this to be a dominant presence in our gives our brand a more modern image region, no doubt poised to make The company was started in and allows our product to ‘pop’ on history for another 100 years. It’s Pottstown, PA by German brewer the shelf,” said Jennifer. “It’s a simple exciting to watch this nearly 200-year- David Yuengling, who had immigrated design,” she continued, “clearly a old brewery pack tradition and to the U.S. He first called it the “Eagle case of making more out of less.” innovation into every case of beer. Brewery,” but changed its name to D.G. Yuengling and Son in 1873, after Jennifer Yuengling is heavily involved his son Frederick joined the company. with the company’s marketing The bald eagle emblem remained efforts to increase brand awareness even after the name change. among the next generation of beer drinkers. The company Today, the company is owned and recently announced operated by Jennifer’s father, Dick a sponsorship Yuengling, Jr., with Jennifer and agreement with her sisters, who are poised to keep the Philadelphia the company going for many years Phillies, which is to come. the team’s first Yuengling now has breweries in both new beer sponsor PA and Tampa, FL and has released in nearly 40 years!

Check out George Latella’s latest Retail Edge article “The Third Screen is Now the First Screen” at Origlio.com/blog/third-screen-now-first-screen 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. www.origlio.com HeadyTimes v.94 25 ®

3000 Meeting House Road Philadelphia, PA 19154

Coors Light EVERYONECAN Can a brand use summer and sustainability to sell beer? Coors Light can. And it makes total sense. From backyard grilling get-togethers, to beach parties and summer festivities, all those empties can be recycled for a more sustainable world. This is one of Coors Light’s mountains and they have been climbing it all along. They pioneered the first aluminum beer can in the 1950s and now they have the largest solar array of any U.S. brewery, which helps produce enough energy to brew 22 million beers! Every climb starts with a few steps. To reach some sustainability peaks during the summer selling season, this program has a lot to offer. Empty kegs become keg grills (select key retailers), old billboards become 12-pack cooler bags (featured as a text-to-win, offer for consumers) and bottle caps get collected and become art pieces for participating on-premise accounts. The unifying message that Coors Light puts on display in both on and off-premise accounts is that, if Coors Light can, then EVERYONECAN. Coors Lights’ sustainability efforts haven’t gone unnoticed. There’s a good buzz about the EVERYONECAN program, from the leading publication in the advertising/ marketing industry: Ad Age! Check out the article online at Adage.com.