The Hot Are Getting Hotter

Winter 2016 | V.17 FINLEY DISTRIBUTING

THE HOT ARE GETTING HOTTER

Retail Edge Seasonals The Beer Guy New Products Programs THE BOTTOM LINE ON MILLENNIALS | WINTER SELECTIONS | THE ART OF TASTING BEER Letter toTHE TRADE

HOPE EVERYONE HAD AN ENJOYABLE HOLIDAY SEASON! In This As we begin 2016, I’d like to talk a bit about Millennials to remind ISSUE I you they are a major population force. There are 80 million Millennials in America who represent 25% of the population, with $200 billion in annual buying power. They are trendsetters who influence older generations, and they are more likely to try new and Cover Story ��1 different beers/brands, over choosing a favorite. For this reason, it is important to have a few of the latest brews and innovations available in your portfolio. Here are a few product launches you might consider when Brewery Highlight ��2 making your line-up revisions for this season. First, our friends at Firestone Walker are bringing 805 to Arizona. This light and refreshing blonde ale was crafted for the California lifestyle. It has already The Beverage Barn ��3 exploded along the California coast, and I know it will perform well in AZ! 805’s subtle malt sweetness is balanced by a touch of hops, creating a versatile beer with a clean finish. Backed by digital print marketing and advertising at the Che’s Lounge ��4 regional and national levels, through social engagement, and in store contests and events, consumers will be part of 805’s Central Coast experience. New Products ��5 Another segment with new opportunities is Hard Soda. Hard Sodas grew over 89% in a 3-month period in 2015 and bring many new drinkers to the category. Millennials are asking for more choices of products, and Small Town Brewery has Seasonal Selections �� 10 delivered with Not Your Father’s Ginger Ale, an addition to their portfolio which also includes the award-winning Not Your Father’s Rootbeer. At the end of January, MillerCoors will break into the Hard Soda segment with the launch of its first two Available Year-Round flavors: Ginger Ale and Orange. Made with real cane sugar, natural flavors, and Perfect for the Season �� 15 only 4.2% ABV, this flavored malt beverage should appeal not only to Millennials, but also Gen X consumers looking for something different. Henry’s Hard Soda will have full national media and targeted local support and POS elements will create Programs �� 16 brand awareness to set Henry’s apart from other brands. IPA’s are the #1 craft beer style, and I don’t see that changing any time soon. Our newest version of this popular style is Guinness Nitro IPA. This balanced IPA Retail Edge �� 24 boasts robust hop aromas and is infused with nitrogen. With 5.8% ABV and 44 IBU’s, Guinness has created a new way to enjoy the flavors and aromas of the IPA style, while packaging in a format that allows for a smoother, more balanced The Beer Guy �� 25 drink. Guinness is a proven innovator and will support the Nitro IPA at the national level through advertising and at the local level though in store activations. Speaking of the growing Nitro category (up 85% YTD) Samuel Adams will carry their reputation for quality into the segment with White Ale, Coffee Stout and IPA starting in January. Used as the 5th ingredient, nitrogen creates a stormy cascade, thick head and creamy mouthfeel. Brand support will come in the form of TV spots, social media, digital advertising, sampling events, and launch parties, along with various Point-of-Sale items. Change is constant in the beer business. Keep yourself relevant with your customers by keeping up with current trends and preferences of consumers. Your route manager is the best person to help you with this. I look forward to our continued partnerships this year!

Heady Times is published four times a year, courtesy of Finley Distributing Co., LLC. Dennis Shields President 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.finleybeer.com HeadyTimes v.17 1 BreweryHIGHLIGHT Firestone Walker IRESTONE WALKER BREWING COMPANY is renowned for crafting iconic pale ales and F pioneering barrel-aged beers on California’s Central Coast. Everything they do revolves around one goal: to make the world’s best beers. Brothers-in-law Adam Firestone, a.k.a. The Bear, and David Walker, a.k.a. The Lion, own the brewery together. Together, they dreamed of building an unparalleled regional brewery, one that combined the authenticity of Old World craft with the innovative spirit of California. Currently, 805 is only available in California. This approach was embodied by their patented Firestone Union oak barrel In the southern California grocery market it fermentation system, which was responsible for DBA’s distinctive oak- ranks #1 among overall craft beer brands, accented quality. This system was inspired by the famed Burton Union #4 in northern California grocery chains, fermentation method created in 19th century Britain. The Firestone Union and it’s in the top 20 among craft brands in method remains a centerpiece of the brewery, and Firestone Walker Brewing national grocery accounts – pretty impressive Company remains the only American brewery to ferment beer in a union of considering it is only distributed in one state. oak barrels. Distribution in Arizona is planned for early In 2001, fate intervened when the former SLO Brewing Company facility March 2016. became available in Paso Robles, right at the time they were outgrowing 805 promises to continue Firestone Walker’s their original small brewery. So they moved their brewing operations to this tradition of producing great beers. Matt and larger modern brewing facility just up the coast. his brewing team at Firestone Walker Brewing In another stroke of fate, they also inherited Brewmaster Matt Brynildson, Company earned “Mid-Size Brewing Company formerly of SLO Brewing Company, who quickly took the brewing operations and Mid-Size Brewer of The Year” honors to the next level. In the years since, Matt has established himself as one of once again at the 2015 Great American Beer the world’s leading brewmasters. Festival. This is the fourth time in less than 10 years that Firestone Walker has earned Over the ensuing 10 years, Matt led the charge on expanding the beer this distinction at the Great American Beer portfolio with an emphasis on pale ales and vintage barrel-aged beers, Festival, now matching the brewery’s record including the trailblazing Anniversary Ale blend. The creation of Union Jack as a four-time recipient of the Champion Mid- IPA ultimately spawned a family of IPAs, including Double Jack, Wookey Size Brewing Company award at the World Jack and Easy Jack. The creation of Pivo Hoppy Pils in 2013 was another Beer Cup. Firestone Walker has also earned pivotal point in the portfolio. Now entering its 20th anniversary year in 2016, top honors at the past three European Beer Firestone Walker is teeing up some other exciting new beers, starting with Star competitions. Nitro Merlin Milk Stout in January. “Matt and our brewers continue to knock Matt attributes Firestone Walker’s success to the founders’ enduring focus themselves out in pursuit of the perfect beer,” on producing very balanced, easy-drinking beers, and their relentless said co-owner David Walker. “It was obvious commitment to quality. “Every time we get an opportunity to upgrade one at this year’s festival that the craft beer of our departments like our brewhouse or kegging, we go with the absolute revolution is going strong, and we are both best solutions possible, and it shows in the beer,” he says proud and humbled to be a part of it.” The brewery has grown exponentially since its creation in 1996, and continues to grow. Just recently, Firestone Walker partnered with Duvel Moortgat Brewery, a Belgium operated brewery known for their Belgian strong pale ale. The partnership allows Firestone Walker to operate independently and brew their own beers while expanding its production and distribution. One example of Firestone Walker’s expansion is the release of the uber-popular 805 outside of California. 805 is a brand driven by the lifestyle and ethos of the people of California’s Central Coast, a light, refreshing blonde ale crafted for the California lifestyle. Subtle malt sweetness is balanced by a touch of hops, creating a versatile beer with a clean finish.

2 HeadyTimes v.17 www.finleybeer.com Off-PremiseSPOTLIGHT The Beverage Barn Location! Location! Location! CCORDING TO ZACK HMEIDAN, OWNER OF THE BEVERAGE BARN on South 12th Avenue, location is the number one reason for the A success of this independent retailer. Zack believes so much in Beverage Barn’s location, he purchased the property not once, but twice. The first time Zack bought Beverage Barn was nearly two decades ago. About 5 years ago he decided he wanted to try something different so he sold it. Just a few months ago the property became available again. Remembering the previous success of the business, Zack bought it for a second time. Over the years Zack has owned and sold several similar stores in the Tucson area, but now The Beverage Barn is his sole focus, and that seems to be just fine with Zack. The Beverage Barn, located at 5770 South 12th Avenue We already mentioned that Zack believes location is the primary reason for his store’s success; but it’s not just about the physical address, it’s also about access. There are 3 different ways to get in and out of the parking lot, which makes it easy for customers to zip in, get what they want, and zip out. When you add in the fact that the Beverage Barn is one of the few remaining liquor stores that still has an operating drive- through, it’s no wonder it’s successful. Roughly 70% of Beverage Barn’s business is done through the drive through. The location of Beverage Barn also determines its customer base. Being located in south Tucson, it is no surprise that the majority of his customers are Hispanic. And those customers are primarily buying beer. As is consistent with most convenience store business, single serve items lead sales. Steel Reserve in particular does very well. Other small packages like 6-packs and 12-packs are also top sellers, led by Tecate Light. What else goes into running a successful business? It’s simple: offer your consumers good service and good prices. The truth is that Tucson is still suffering economically. Not much has changed for the customers of The Beverage Barn over the last 5 years, and times are still tough for consumers. Even in terms of brands, the biggest change has been the surge in popularity of Tecate Light in 2015, but signature brands like Miller High Life and Milwaukee’s Best still continue to perform well. When asked what advice he would give anyone looking to get into this business, Zack is very honest and warns that Tucson is a tough place to start. It’s not an easy market. With all his experience in Tucson, owning several different retail stores in different parts of the city, Zack still stresses the importance of location. If you’re looking at expanding or purchasing a new store, do your research and make sure you know the area. For those who are looking to get that little bit of an advantage over your competition, make sure you’re providing your customers with quality service and reasonable pricing. Your Finley Distributing representative can be an excellent resource in terms of keeping you up to speed on what is selling well in your area, and what products are offering the best pricing throughout the year. It may be challenging to stay competitive in today’s economy, but local independent retailers like The Beverage Barn are proof it can be done.

www.finleybeer.com HeadyTimes v.17 3 On-PremiseSPOTLIGHT Che’s Lounge OURTH AVENUE HAS SEEN A LOT OF CHANGES OVER THE LAST 15 years: the addition of Tucson’s first ever street car, the revitalization F of neighboring downtown, and the construction of several new student housing buildings. And through all of this, one humble hangout at the corner of 4th Avenue and 7th Street has kept a loyal following by staying true to themselves. Che’s Lounge officially opened its doors in August of 2000. Co-owners Jill Brammer and Jim Vancza purchased the property in 1998 with the intention to create a true neighborhood bar. Their favorite coffee shop had closed, their favorite bar shut down, and Jill’s job in publishing was being threatened so they decided to put Jim’s years of experience to work and open up their own place. After two (sometimes frustrating) Che’s Lounge, located at 350 North 4th Avenue years of contractors and construction, their dreams became a reality in Che’s Lounge. A lot of new businesses have opened up nearby, but Che’s has found that their The first thing you’ll notice when you walk into Che’s is the one-of-a-kind concept is just as appealing as the day they artwork decorating the walls – no neon signs or beer posters here. Jill opened. In fact, they’ve noticed that much and Jim make a conscious effort to connect the community with local of their new crowd is employees of all the artists. The pieces are rotated through every couple of months. Almost new places popping up around them. everything on the walls is for sale, and Che’s never takes a commission when an artist’s work sells. The decision to use the bar to support local Jill and Jim also stress the importance of artists is just one of the ways Che’s Lounge embraces the community. active ownership. One of them is at the bar every single day. Though hesitant to Community is extremely important to Jill and Jim. They treat both their give any advice to others about how to run employees and their customers like family. Two of their bartenders (not their businesses, they both agreed that this including Jim) have been a part of the Che’s family since the bar opened industry is very hands-on, and it’s important 15 years ago. Employees hang out with each other when they’re not for owners to be present in their business. on the clock, participating in group activities like softball leagues. And once a year Jill and Jim will close the bar to treat their employees to a Jill and Jim will be the first to tell you that night out. they are ridiculously happy and content with the business they have built. “I honestly That sense of community extends to the customers too, who are treated didn’t know how much I would love this like family. Jill and Jim both credit their amazing customers as one of job – but I do,” says Jill. “I’m so thankful the reasons their employees enjoy working there so much. And it’s the and grateful things happened the way they customers who determine what products are sold at Che’s. While there did.” They give credit to their employees haven’t been a lot of major changes over the years, they have seen and their customers for their success, Mexican beers like Dos Equis, Tecate and Corona become increasingly but we have a feeling the employees and popular. Consumers began requesting them, so Che’s brought them in customers would credit the owners for and it’s paying off. creating such a unique and welcoming This focus on family and community clearly contributes to the success of neighborhood bar, where everyone is Che’s Lounge. They started with a clear vision of what they wanted their treated like family. business to be, and keeping true to this vision has been more than worth it. Jill and Jim are thrilled at the changes and growth going on around them, but they stay successful because they stay true to themselves.

4 HeadyTimes v.17 www.finleybeer.com NewPRODUCTS Samuel Adams Nitro Beers Samuel Adams To create that distinctive nitro delivery, the new Samuel Rebel Grapefruit IPA Adams nitro cans contain a widget and the draught Now Available in Bottles (White Ale only) should be served through a nitro faucet Previously available in draught only, with the correct gas mix. Nitro beers are known for Rebel Grapefruit IPA will be available their captivating cascade and smooth creaminess, yet in 12 oz. bottles this winter! This for many, nitro is solely linked to stout. Sam Adams thirst-quenching IPA is brewed with experimented with all sorts of styles and discovered that real grapefruit for an added punch nitro truly can be the missing fifth beer ingredient. of citrusy goodness that amplifies Samuel Adams Nitro White Ale the tropical fruit and citrus notes from the hops. A hint of juiciness White capped and lively, the frothy white head rounds out the bitterness and brings of this distinctive nitro brew softly cascades a refreshing finish to this bold, bright into bright gold. The first sip reveals a smooth beer. ABV: 6.3% Availability: Year- velvety taste with a light wheat character round, beginning in January and hints of orange, while an undercurrent of peppery spice adds a bright finish to Samuel Adams leave you wanting another sip. Smooth, Pack of Rebels: Cans yet vibrant, the nitro adds a creaminess to the White Ale’s wheat, while the spice and This mix case of cans offers citrus keep it vibrant without the typical CO2. drinkers a taste of the Samuel ABV: 5.5% Packages: Cans and draught Adams Rebel family. Included Availability: Year-round, beginning in February in the variety pack are: Rebel IPA, Rouser Double IPA, Samuel Adams Nitro IPA New Grapefruit IPA and New Cascade IPA. Availability: Year- Nitro can mute aroma and leave bitterness, round, beginning in February particularly in IPAs. To stand up to nitro’s creaminess, heavy doses of dry hopping were used to achieve the resinous pine, spice Henry’s Hard Sodas and citrus hop character of the IPA style. Henry’s Hard Soda is deliciously Boldly bitter, yet surprisingly smooth, a cap refreshing and made with cane of nitro creamy smoothness reveals a brawny sugar. Available in Ginger Ale and hop intensity beneath it. A fortitude of hop Orange flavors, these taste bud- character remains with notes of resinous tempting hard sodas are quite pine and citrus for a flavorful, lingering sessionable and perfect for finish. ABV: 7.5% Package: Cans only enjoying all year. ABV: 4.2% Availability: Year-round, beginning in February Packages: Bottles and cans Availability: Year-round, Samuel Adams Nitro Coffee Stout beginning in January The distinctive, rich and roasty coffee character of this brew comes from two carefully selected varieties: Indonesian Sumatra Mandheling and European Indian Twisted Tea Bourbon Barrel Monsoon Malabar. Deeply flavorful yet smooth, the coffee beans are steeped in The newest offering from Twisted cold water to create an extraction that is Tea has a refreshing, real added to the stout. Darkly enticing, smooth, iced tea taste with a splash velvety cream cascades into a jet black brew of bourbon flavor.ABV: 5% revealing a rich, robust character. The dark Package: Bottles and Cans roasted malts create notes of bittersweet chocolate with only Availability: Year-round, hints of dark fruit while the Sumatran & Indian Monsoon beginning in February Malabar coffees develop a deep roasty dimension. ABV: 5.8% Package: Cans only Availability: Year- round, beginning in February

www.finleybeer.com HeadyTimes v.17 5 NewPRODUCTS Coney Island Woodchuck Day Chaser Hard Ginger Ale Day Chaser celebrates those adventure What we have behind the curtain will seekers who never let a minute slip by. This amaze you! Astound you! Astonish you! sessionable cider combines bitter and sweet Hailing from deep in the ground in a far apples to deliver a semi-dry cider that is off land comes an ingredient so fragrant not too sweet and leaves you thirsty for and so delightful that a single sip will another. Get the most out of every day wash away your worries like waves and reward yourself as you welcome in the crashing on sunny shores. Feast your eyes night. ABV: 5.5% Packages: Bottles and on Coney Island Hard Ginger Ale, a tantalizing libation draught Availability: Year-round, beginning enhanced with exotic West African ginger. ABV: 5.6% in February Package: Bottles only Availability: Now, year-round Mike’s Hard Peach Coney Island Hard Lemonade Orange Cream Ale Previously a seasonal, Mike’s Hard Peach Get your tickets here! It’s a small Lemonade will be available year-round price for a thrilling escape. Buckle up beginning this spring! This flavorful FMB passengers, and hang on to your hats! has an aroma of ripe peaches with a slight Some rides are deceiving, but this one tropical note. Intense peach notes give is all there. Coney Island Hard Orange way to a tangy lemonade finish. Cream Ale is an amalgamation of ABV: 5% Package: Bottles orange, vanilla and spice inspired by the only Availability: Year-round deliciously unexpected concoctions you only find on beginning in January the boardwalk. Are you tall enough to ride? ABV: 5% Package: Bottles only Availability: Now, year-round Mike’s HARDER 23.5 oz. Cans Cervezas Clásicas Variety Pack Mike’s HARDER Lemonade Anchored by some of and Mike’s HARDER Cranberry the strongest brands Lemonade will both be available the industry, Cervezas in single serve, 23.5 oz. cans Clásicas offers the power beginning this spring! ABV: 8% of category favorites like Availability: Year-round, Corona and Corona Light beginning in January combined with discovery of exciting brands like Pacifico and Victoria. Small Town Availability: Year-round, beginning in March Not Your Father’s Ginger Ale Driven by passion for American heritage and ingenuity, Small Town Brewery’s Pacifico 24 oz. Cans founder and brewmaster, Tim Kovac, is forever experimenting with cherished Discovered in Baja, imported by surfers. classics. Kovac’s fond memories of his In the early ’70s, surfers from Southern family’s homemade ginger ale and hard California traveled down the rugged Baja lemon candy inspired him to spend coast, exploring the breaks along the way. several years painstakingly refining his During these journeys, they often stopped recipe for a sessionable, alcoholic ginger by tiny cantinas where locals introduced ale with a nuanced, yet refreshingly familiar them to Pacifico. Over time, the surfers taste and aroma. Not Your Father’s Ginger Ale presents began bringing cases of Pacifico back to a masterfully balanced ginger and citrus body, with the U.S., making them the beer’s first hints of black currant lending complementary floral and importers. ABV: 4.4% Availability: Year- fruity spice notes. The end result is a pioneering craft round, beginning in March specialty ale that delivers what could be a truly worthy and unparalleled evolution of another beverage icon. ABV: 5.9% Package: Bottles only Availability: Now! 6 HeadyTimes v.17 www.finleybeer.com NewPRODUCTS Lost Coast Arrgh! Pale Ale Rodenbach Grand Cru 4-Packs Ahoy beer-lubbers! No need to get out Award Winning* Rodenbach Grand Cru is the plank, there is plenty for everyone. a blend of “young” beer (33%) and an This Pale Ale is unfurling her sails with older beer (67%) that has matured in Pale malt, Wheat and Vienna for a warm oak vats. It is the high percentage of the maltiness. The hops are the main event older ripened-in-oak beer that gives it in this Pale Ale. Hopped with Cascade the complex and intense bouquet with (grapefruit, citrus), Centennial (floral, a very long aftertaste like a Grand Cru lemon) and Citra (grapefruit, lime, wine. This is a complex beer with lots passionfruit). They dry hop with the same of wood and fruity esters, wine-like three hops for an extra round of great and with a balsamic vinegar aroma. A flavor! ABV: 5.2% Packages: Bottles and draught sharp taste, fruity, refreshing and with Availability: January a balanced Madeira-like sweetness. ABV: 6% Availability: Year-round, beginning in January Lost Coast Fogcutter Double IPA Introducing the Graveyard Series. Along Oskar Blues IPA – the Lost Coast hidden by a blanket of fog, Now on Draught! tucked between two cemeteries you’ll find Lost Coast Brewery. The neighbors A metamodern IPA conceived are dying to get in and brew their own of hand selected hops from beer. Fogcutter Double IPA is the first in down under. Malt barley and a series of beers to mysteriously appear. red wheat combine to create True hop lovers, get ready for a great ride. a clean malt backbone Experience Fogcutter Double IPA with 80 with foolproof flavor and IBUs. No need to white knuckle the bars, mouthfeel to support the the bitterness is in perfect balance with malt flavors and main act of Enigma, Vic aroma. Enjoy the bright aromatic citrus nose from extra- Secret, Ella, Topaz and Galaxy hops. The hops strum dry-hopping with Cascade, Centennial, Crystal, Chinook juicy and sweet aromas with headline notes of passion and Citra hops. Cut the fog, and rock on ABV: 8.7% fruit, raspberries, pineapple and citrus. This straight-up Package: 22 oz. bottles only Availability: Now! strain is Oskar Blues IPA (70 IBUs). To each their own ‘til we go home. ABV: 6.43% Availability: Now! A New Look for PALM There are so many reasons to rediscover PALM in Grand Canyon Brewing Hop 2016 as the New Year brings a number of exciting, Bomber and Coffee Bean Stout – new updates for the brand! The style of the beer is Now On Draught! now clarified as ‘Belgium’s Session Ale’ which clearly describes how PALM offers the best of both worlds – A Both Hop Bomber and Coffee Bean Belgian amber ale with a pleasing flavor, yet light- Stout will be available on draught bodied, refreshing and a great complement to food. beginning in January! Grand Canyon Reflecting its approachable but premium stature, the Hop Bomber is not your run of the carton and bottle graphics have evolved for a cleaner, mill IPA – this bomber of a beer more elegant look. Finally, the 6 pack carrier has been will blow your senses with Marris changed from the traditional European closed box to the Otter malt with a plethora of hops. open basket carrier to suit today’s consumer who wants ABV: 7.5% to read about the product, as back label copy can easily Grand Canyon’s Coffee Bean Stout is be seen without taking a full-bodied ale with Pale, Munich, the bottles out. These Caramel, Crystal and Chocolate holders are great for malts that lend sweet coffee/toffee retailers who offer a flavors. UK Golding and a high roast “mix of six”. Look for barley finish this beer toasty and dry, the new packaging with 100 lbs. of oatmeal per 15 bbl in February. batch smoothing out the middle. ABV: 3.5%

www.finleybeer.com HeadyTimes v.17 7 NewPRODUCTS Green Flash Green Flash Dia de los Serranos Tangerine Soul Style IPA Turn up the heat with Dia de los Serranos double Enjoy a So Cal summer year-round with stout. With rich layers of flavor reminiscent of Tangerine Soul Style IPA. This your abuela’s celebrated mole recipe, this double delectable brew is a one way ticket to stout reveals notes of roasted malt, coffee and taste bud paradise. Relax and take in sweet bakers chocolate with a caliente kick of the brilliant, golden color and fresh fresh Serrano chiles. Paired with spicy aroma of effervescent tangerine. foods or BBQ, it’s delicioso. ¡Dios mío! Tangerine zest carries throughout, I’m going to need una mas. ABV: 8.8% accented by bright, floral, tropical Packages: 22 oz. bottles and draught flavors and a juicy finish. Brewed Availability: Year-round, beginning in with American malts and a blend of February Citra and Cascade hops, this is a beautiful brew to behold. ABV: 6.5% Packages: Bottles and draught Availability: Year-round, Firestone Walker beginning in January Nitro Merlin Milk Stout Green Flash A unique spin on Velvet Merlin, this beer Passion Fruit Kicker features the addition of lactose (milk sugar) and a dose of nitrogen to add a creamy, soft Get amped on Passion Fruit Kicker! texture and subtle sweetness to the brewery’s This jaw-dropping, mouth-watering, original oatmeal stout. Dark chocolate and smooth brew has a sweet, tart, fruity espresso are transformed into ribbons of French flavor. Passion fruit tea and passion silk chocolate and mocha latte richness. All of fruit juice are layered with wheat this results in one palatable beer. ABV: 5.5% malt and 2-row malted barley to bring Package: Draught (nitro) only Availability: Year- you this exhilarating crowd pleaser. round, beginning in January Your palate will do a 360 for more of this luscious wheat ale. ABV: 5.5% Firestone Walker Packages: Bottles and draught Availability: Year-round, beginning in January Luponic Distortion The flavor profile of Firestone Walker’s Green Flash new year-round brew, Luponic Distortion, Cosmic Ristretto changes every 90 days! Each beer is not only made with experimental hops, but with Live long and drink Cosmic Ristretto. varying levels of hops to create a different This highly revered brew will go beer each time. Luponic Distortion is what down in history as one of the first happens when you let a former hop chemist/ graduates of Green Flash’s Genius master brewer riff and jam to his hoppy experimental Lab program into the brewery’s delight. Brewmaster Matt Brynildson’s revolving series front line. Marvel at its rich black of beers explores the limits of pure unadulterated hops. appearance with bruleed edges ABV: 5.9% Packages: Bottles, cans and draught and mocha-colored beer foam. Availability: Year-round rotator beginning in February Savor its smooth, espresso flavor and breathe in its chocolate, Firestone Walker 805 coffee and sweet malt aromas. Don’t fight its gravitational pull. A light, refreshing blonde This bold, complex, java-centric ale crafted for the California Baltic Porter with espresso is lifestyle. Subtle malt irresistible. Houston, we have a problem, my glass sweetness is balanced by is empty. ABV: 8.2% Packages: 22 oz. bottles and a touch of hops, creating draught Availability: Year-round, beginning in February a versatile beer with a clean finish. Previously only available in California, making its debut in Arizona in March. ABV: 4.7% Packages: Bottles, Cans and Draught Availability: February

8 HeadyTimes v.17 www.finleybeer.com NewPRODUCTS New Belgium New Belgium 2016 Lips of Fatih Citradelic Tangerine IPA Sour Vintage – La Folie Tune on, tune in, and hop out with the La Folie, French for ‘the folly’, is a beer steeped newest addition to New Belgium’s IPA in New Belgium brewing tradition. This wood- family Citradelic Tangerine IPA. Set adrift aged, sour brown spends one to three years on a kaleidoscopic wave of hoppiness in big, oak barrels, known as foeders. And brought to you by a mystical marriage of when the beer finally hits the glass, La Citra hops and tangerine, which elevates Folie is sharp and sour, full of green apple, each sim onto a plane of pure tropical cherry, and plum-skin notes. Pouring a fruity pleasure. Accompanying Cita on the deep mahogany, the mouthfeel will get you hop bill is tangerine touched Madarina Bavaria, tropical puckering while the smooth finish will get you Azacca and fruity Galaxy. Grounded by just of touch of smiling. ABV: 7% Packages: 22 oz. bottles malty sweetness this IPA is not the status quo. Expand and draught Availability: February your palate with a Citradelic experience. ABV: 6% Packages: Bottles and draught Availability: Year-round, beginning in January Abita Bayou Bootlegger New Belgium Glutiny Hard Root Beer There’s an uprising in the craft beer world, Abita Brewing’s hard root beer, Bayou a mutiny on gluten, and the movement’s Bootlegger, is a decidedly adult take on the invaded the New Belgium brewhouse in old-fashioned soda fountain root beers of days Fort Collins, demanding they finally brew an gone by. Gluten-free and sweetened with uncompromised gluten-reduced beer fit for pure Louisiana cane sugar, this handcrafted adventurous beer geeks and hopheads alike. ale delivers aromas of wintergreen, vanilla Their response? This is Glutiny! That’s right, and sassafras with hints of clove and anise. New Belgium is releasing a new line of beers Enjoy its smooth, complex and satisfyingly for those with gluten sensitivity; crafted to sweet flavor as your go-to thirst quencher or reduce gluten, these two full-flavored, rock- paired with your favorite meal. ABV: 5.9% solid beers will hit the market beginning Package: Bottles only Availability: Year- January 2016, and you’re the very first to round, beginning in mid-January know. To kick off the series, they’re releasing Glütiny Pale Ale and Glütiny Golden Ale. For Glütiny Pale Ale they’re tossing in a boatload of Leinenkugel’s hops to deliver that classic American pale ale flavor Grapefruit Shandy – and assertive bite. A base of Munich, Caramel 80 and a touch of Black malts gives each sip a malty Year-Round in Arizona cushion, while Cascade, Chinook, Crystal and Equinox Leinenkugel’s® Grapefruit hops delivers tropical, citrusy and herbal color to each Shandy is a take on the shandy vibrant sip. But here’s the twist: At the end of the brew tradition of mixing beer with session, they employ a special enzyme to break down a little something extra. the proteins so as not to trigger a reaction from gluten- Each batch begins with their sensitive friends. ABV: 6% Package: Bottles only (for traditional Weiss beer. They now) Availability: Year-round, beginning in January then combine it with natural white grapefruit flavor that New Belgium 2016 Lips adds a note of fresh-cut of Faith Sour Vintage – citrus to brighten a great day Translantique Kreik by the lake. ABV: 4.2% Package: Bottles only The cherry nose gives way to a pleasingly Availability: Now, year- sour flash across the palate that rolls gently round into a slightly sweet finish. Crisp, effervescent carbonation keeps the mouthfeel bright and delightfully tingly. ABV: 9% Packages: 22oz Bottles Availability: February

www.finleybeer.com HeadyTimes v.17 9 SeasonalSELECTIONS Leinenkugel’s When Demand Exceeds Supply Big Butt Doppelbock Many of our craft seasonal and specialty releases are The spring seasonal, Leinenkugel’s® Big available in limited or extremely limited quantities. Butt Doppelbock™ is inspired by the Breweries only produce a certain amount of their Bavarian tradition with five varieties of specialty beers and Finley does all they can to get as malted barley. It has a smooth, rich much product as possible. In addition, this publication flavor and deep, dark color that stands is compiled months prior to the decision made by the up to those last cold days before spring. brewery to allocate their products to the wholesaler. This beer gets its name from an icon of Variations in production for some of these limited release the Bock style, the goat, and while they’re known offerings will fluctuate, resulting in lower quantities than to butt heads over disputes, they still prefer to just talk anticipated. it out over a beer. ABV: 5.8% Package: Bottles only Please feel free to discuss seasonal selections with your Availability: January Route Manager. If an item is out of stock, they will be able to offer similar suggestions. Leinenkugel’s Summer Shandy A shandy is beer mixed with a little something extra like soda, juice or ginger ale. Leinenkugel’s® Summer ® Blue Moon First Peach Ale Shandy is a traditional weiss beer with refreshing natural lemonade Because of the popularity of this seasonal during flavor that makes it perfect for its launch in 2015, Blue Moon First Peach Ale is the sun-splashed summer months. making a comeback in 2016! It will lead the way ABV: 4.2% Packages: Bottles, cans and draught for the 2016 Blue Moon seasonal beers. Blue Availability: March Moon First Peach Ale has a clear deep amber color with an off-white head. It has a notable peach taste with a light caramel-malt sweetness Guinness The Brewers Project and mild tartness. This beer pairs well with Guinness has been brewing great beers for a long salads, fruit salad, and peach & vanilla desserts. time. This exclusive mix pack showcases the UK’s ABV: 5.6% Packages: Bottles (also available in version of Guinness Extra Stout along with two other the Spring Sampler Pack) Availability: January beers that are currently only offered in the UK. All of the recipes used to create the beers can be tied back Blue Moon to the original Brewer’s Diaries from the Guinness Brewmaster’s Archives. Included in the collection of brews inspired Spring Sampler by the historic recipes are: Guinness Original (4.1% ABV) a “brand new beer” from 1801. If you were in a When the sun rises higher in the pub in Dublin between 1821 and 1970, chances are, sky and the ground begins to Guinness Original is the variant of Guinness you would thaw, we all look forward to the have been drinking. Very similar to Guinness Extra Stout tastes of spring. Inside the Blue sold in the U.S., it’s hoppy, roasty and crisp with a Moon Sampler, you’ll find:Blue bittersweet finish;Guinness Dublin Porter (3.8% ABV) Moon First Peach Ale, a Belgian- referenced in the brewer’s historic diaries in 1796, this inspired brown ale with flavors of peach and coriander, is a sweet, smooth beer with a subtle caramel, hoppy perfect to enjoy during the transition from winter to aroma & a burnt biscuit finish, andGuinness West spring; limited-release Vanilla Wheat Ale, brewed with Indies Porter (6.0% ABV) inspired by a diary entry from vanilla, wheat and a hint of orange peel for a slightly 1801, this is the brewery’s first recorded recipe for a sweet vanilla-wafer taste; Cinnamon Horchata Ale, beer to survive and thrive on the long sea journeys. made with long-grain rice and a touch of cinnamon for The big, characterful a hint of spice and a creamy finish andBelgian White porter is brewed with Belgian-Style Wheat Ale, brewed with coriander and a generous amount of Valencia orange peel for a subtle sweetness, then hops and caramel-toffee balanced with oats and wheat for a smooth finish. notes, producing a sweet, Availability: January almost chocolate aroma. Package: 18 packs only Availability: January 10 HeadyTimes v.17 www.finleybeer.com SeasonalSELECTIONS Traveler Springtime Variety Pack Samuel Adams Crystal Pale Ale Traveler’s spring seasonal mix pack includes: Curious This crisp, bright and bold pale ale is named Traveler, an American craft wheat ale brewed with real after Crystal hops grown in Oregon, which lemon and a touch of lime to bring out a bright, juicy give the beer its distinctive American hop citrus aroma and flavor;Illusive Traveler, a character. ABV: 5.3% Package: Bottles deceptively delicious only Availability: January wheat beer made with real grapefruit and Samuel Adams Cold Snap Aloha Traveler, a Stirring from the haze of winter, this wheat ale made with refreshing unfiltered white ale awakens its real pineapple for a smooth wheat with the bright snap of spring refreshingly vibrant spices. From the subtle sweetness of drinking experience. orange peel and plum to the peppery Availability: January bite of fresh ground coriander, the blend of spices creates just the right refreshing kick to signal that spring is on Twisted Tea Party Pack its way. This beer is the perfect transition The new Twisted Tea Party from the spicy beers of winter to the Pack will replace the Twisted light, crisp beers of summer. ABV: 5.3% Tea Mixed Up Pack. Perfect Packages: Bottles and draught Availability: January for all Twisted Tea drinking occasions like BBQs, Samuel Adams Cabin Pack Tailgates and NASCAR, the Offer drinkers seasonal Party Pack includes the variety with six Samuel perfect mix of flavors in Adams beers, perfect for Cans: Twisted Tea Original, the spring: Boston Lager, Half & Half, Bourbon a full-flavored brew with a Barrel and Raspberry. balance of malty sweetness Availability: February contrasted by hop spiciness and a smooth finish;Cold Snap, a crisp and refreshing white ale with a blend of Woodchuck wheat, smooth maltiness, and hint of spring spices; Escape Route, a combination of the subtle fruit Private Reserve Cherry notes of an ale with the smooth crispness of a lager; Private Reserve Cherry adds a tasty tart flare Noble Pils, a crisp golden lager, full of character with to Woodchuck’s barrel-aged series. The cider all 5 Noble hops for a layered fresh and citrusy flavor; crafts semi-sweet apples with sour cherries, NEW Session Ale (only available in the variety pack), aged in wine oak barrels. The combination a down-to-earth ale that celebrates the floral, bitter brings a sweet, tart taste with final notes of and slightly spicy character of Tettnanger hops, along vanilla and oak. Add a little bite to your with more earthy notes from East Kent Goldings and season with this truly unique and rare cider. NEW Scotch Ale (Voter’s Choice, only available in the ABV: 5.5% Packages: Bottles and draught variety pack), a full-bodied, malty ale with roasted and Availability: February chocolate malt notes and a subtle smoky flavor, followed by a lingering, sweet finish with distinct Woodchuck Out On coffee flavors.Availability: February A Limb Campfire Pancakes Samuel Adams Double Bock Campfire Pancakes brings you an infusion of smoked apple pomace. Topped off with a Sam Adams Double Bock is brewed with a half- dash of Vermont maple syrup, this cider brings pound of malt in each bottle, almost enough for forward a delightfully smoky and sweet taste. a loaf of bread. The strong malt and caramel ABV: 5.5% Packages: Bottles and draught character creates a rich, full-bodied lager with Availability: February a deep mahogany color and velvety smooth flavor. ABV: 9.5% Packages: 22 oz. bottles and limited draught Availability: February

www.finleybeer.com HeadyTimes v.17 11 SeasonalSELECTIONS Oskar Blues Deviant Dale’s IPA Mike’s HARDER Tiger’s Blood Deviant Dale’s Imperial IPA (85 IBUs) was Tiger’s Blood is a unique and flavorful blend of born at the cross roads, in a juke joint, as watermelon, strawberry and pineapple with a hint of if Dale’s Pale Ale sold its soul to balance coconut, made the Mike’s way with a hint of lemon. Deviant’s foreboding aromas of citrus, It is well balanced with some melon grapefruit rind and piney resins with a in the back end and a clean, crisp copper ball-of-fire color and inscrutable finish. ABV: 8% Package: Cans only finish. The 2011 Great American Beer Availability: January Festival Silver Medal Winner (American IPA Category) is the Devil incarnate with untold amounts of malt and hedonistic Columbus dry-hopping. ABV: 8% Package: Cans only

Bell’s Hopslam Ale Starting with six different hop varietals added to the brew kettle & culminating with a massive dry-hop addition of Simcoe hops, Bell’s Hopslam Ale possesses the Mike’s HARDER Deadpool Cans most complex hopping schedule in the Mike’s is partnering with Fox Studios to promote the Bell’s repertoire. Selected specifically spring 2016 release of Deadpool, the highly anticipated because of their aromatic qualities, these major motion picture featuring one of Marvel’s best- Pacific Northwest varieties contribute a selling comics of all time. The movie, starring Ryan pungent blend of grapefruit, stone fruit, Reynolds, tells the story of former Special Forces and floral notes. A generous malt bill and a operative, Wade Wilson, who is subjected to a rogue solid dollop of honey provide just enough body to keep experiment leaving him with accelerated healing powers. the balance in check, resulting in a remarkably drinkable Armed with his new abilities and a dark, twisted sense rendition of the Double India Pale Ale style. ABV: 10% of humor, he adopts the alter ego Deadpool and hunts Packages: Cans and draught Availability: January down the people who nearly destroyed his life. To commemorate the release of the movie, Mike’s HARDER Bell’s Smitten Ale cans and 12-packs will be emblazoned with Deadpool Drawn from one of Bell’s oldest recipes, Smitten Ale graphics for a limited time this winter. Collect all 6 cans! began as part of a series of rye beers at their Eccentric Package: 16 oz. cans only Café. The combination of sharp citrus and resinous flavors from the hops with the earthy, rustic overtones of the rye malt contribution, yield an interesting take on the American Pale Ale. ABV: 6% Packages: Bottles, cans and draught Availability: January

Limited Edition Guinness Gilroy Collectible Cans The legendary Guinness Draught Stout will be available in limited edition, collectible Gilroy cans this winter! The special cans celebrate the famed Guinness campaigns of the 1930s, 40s and 50s by artist John Gilroy. Package: 14.9 oz. cans only Availability: February

12 HeadyTimes v.17 www.finleybeer.com SeasonalSELECTIONS Lagunitas Undercover New Belgium Investigation Shut-Down Ale Side Trip Belgium Pale Ale Lagunitas brewed this Sometimes it’s a side trip that makes the especially bitter ale in journey. During their last anniversary retreat remembrance of the 2005 to Belgium, New Belgium brewmaster St Patrick’s Day Massacre Peter Bouckaert embarked on a sensory and in commemoration of excursion to find the perfect yeast strain their 20-day suspension for his next creation: Side Trip Belgian that followed. The ABC Pale Ale, coming your way in January conducted an undercover 2016. It all started while sampling a investigation of the beer from Brouwerij Van Den Bossche, a Lagunitas brewery, finding family-owned brewery in Herzele, Belgium. them guilty of operating Bouckaert’s fondness for the beer led a “Disorderly House” as him to the brewery’s in-house Buffalo well as “Moral Turpitude”… they had to look that up… yeast strain (named after American icon it is defined as “devoid of social norms”-they disagree! Buffalo Bill, and used to create beers like They did the time. They got the braggin’ rights. This Buffalo Stout, Buffalo Belgian Bitter and Buffalo 1907). malty and rich beer with a snappy, hop finish truly defies Bouckaert asked if he could use the yeast, and the style…Imperial mild?...Uber ESB?...They do know for family happily shared it, setting the foundation for his sure that it is Unforgiven and Unrepentant. ABV: 9.7% first seasonal beer of 2016. Beyond the yeast, Side Trip Packages: Bottles and draught Availability: January also incorporates other Belgian ingredients, including Belgian Chateau Abbey and Cara Ruby malts from Castle Malting, the oldest malting plant in Belgium; as The Lost Abbey Serpent’s Stout well as Belgian Magnum, Saphir and Target hops. The culmination of the ingredients builds a bready, caramel- Serpent’s Stout is one of the biggest beers The sweet wash with traces of stone fruits, and a balanced Lost Abbey makes. Visions of a perfect cup herbal bitterness for a pleasantly dry finish. Take a of Arabica poured by your favorite barista will break from your journey with a Side Trip. ABV: 5.7% awaken as you take in the aromas of dark cocoa Packages: Bottles and draught Availability: January and freshly brewed coffee. Beginning with a caramel-like sweetness, the beer evolves into New Belgium a full-bodied, roasted-oak finish. A percentage of this beer is fermented in bourbon barrels, Hop Kitchen Botanical IPA adding to the richness of the flavor profile. New Belgium’s latest Hop Serpent’s Stout creates a perfect balance Kitchen is straight from of bitter and sweet with just a touch of the garden to your glass! alcohol to help keep you warm during the Botanical Imperial IPA winter months. ABV: 11% Packages: 750 blossoms with spring flavor. ml cork-finished bottles and Draught This season they looked Availability: Limited quantities in January to the fresh aroma of their awakening landscape. The Lost Abbey This big imperial IPA packs Carnevale Ale an equally potent hop punch courtesy of Bravo, Carnevale is a saison-style beer, made with Cascade, Sterling and the same yeast as Lost Abbey’s Red Barn Willamette varieties: and and brewed to be light in body, but still then they intensified the complex. Carnevale’s flavor is generated citrusy , herbal and spicy from Brettanomyces along with Amarillo and hop flavors with a blast of Simcoe hops, increasing in flavor and depth essential oils from backyard as it ages. This is a perfect beer to cellar botanicals like basil, sage, and juniper to create the and witness how the yeast transforms the freshest IPA around . Pale and caramel malts add a nice complexity and layers of taste over time. cushion bed to the sop before the beer transitions to a ABV: 8% Packages: 750ml cork-finished warming , dry finish.ABV: 8.5% Package: Draught only bottles and draught Availability: Limited Availability: February quantities in February

www.finleybeer.com HeadyTimes v.17 13 SeasonalSELECTIONS Abita Green Flash Hop Odyssey 2016 Strawberry Harvest Lager Green Flash believes in hop experimentation, constantly Abita Strawberry Harvest is a lager brewed exploring new varietals, fresh combinations and innovative with pilsner and wheat malts and Vanguard brewing methods. Their passion for hops presents infinite hops. Real Louisiana strawberry juice is possibilities. Embark on an epic journey with each added after filtration resulting in a crisp Hop Odyssey release – there will be three beers, each lager with a sweet strawberry flavor, aroma available for a limited time throughout the year. and haze. It is wonderful with desserts or Green Flash lighter fare such as salads and pastas. ABV: 4.2% Packages: Bottles and Pacific Gem Single Hop draught Availability: February The first in the Hop Odyssey 2016 Seasonal Series is Pacific Gem Single Hop. This single hopped pale ale is built on an English malt base of Golden Promise, 2-row malted barley Big Sky Slow Elk Oatmeal Stout and Cara malt to allow the hop qualities to Happens every year: people shootin’ cows. That’s shine through. Pacific Gem’s hop intensity how the Slow Elk got its name. Enjoy the creamy presents top notes of pungent pine and texture, great malt complexity and the unequaled grapefruit rind accented by guava with a long, lingering smoothness of this Northern Rockies Oatmeal finish. ABV: 5.5% Packages: Bottles and draught Stout. Stock your fridge the easy way and keep an Availability: January ear open for the unmistakable bugle of the Slow Elk … Mooo! ABV: 5.4% Package: Bottles only Availability: Late January

Shiner Birthday Beer Cheers to 107 years! Shiner’s Birthday Beer this year is brewed with an extra helping of Hallertau and Czech Saaz hops. A classic German-style pilsner with an extra hoppy twist, you’ll have to try it quick because this Birthday Beer won’t be around for long! ABV: 5% Package: Bottles only Availability: January

SanTan Grapefruit Shandy SanTan’s new version of a beer/juice hybrid that’s very popular in Europe, the Grapefruit Shandy is 70% beer + 30% locally sourced grapefruit juice. Perfect for the hot summer days or any time a crisp, citrusy treat is desired. ABV: 4.25% Packages: Cans and draught Availability: February

14 HeadyTimes v.17 www.finleybeer.com Available Year-Round PERFECT FOR THE SEASON Big Sky Brewing IPA Left Hand Milk Stout Nitro In Montana, many classic Dark and delicious, America’s memories are made right after great milk stout will change someone says “Hold my beer your perception about what and watch this”. These bold and a stout can be. Pouring assertive moments deserve a hard out of the bottle, bold and assertive beer – Big Milk Stout Nitro cascades Sky IPA. Distinct hop presence beautifully, building a and malty backbone will leave tight, thick head like you refreshed and ready for hard whipped cream. The YOUR moment of glory. So hang aroma is of brown sugar on tight and enjoy the ride! and vanilla cream, with ABV: 6.2% Packages: Bottles, hints of roasted coffee. cans and draught The pillowy head coats your upper lip and its creaminess entices your palate. Initial roasty, mocha flavors rise up, with Bell’s Two Hearted Ale slight hop and roast bitterness in the finish. The rest is pure bliss of milk chocolate fullness. ABV: 6.0% Two Hearted Ale is defined by Packages: Bottles and draught its intense hop aroma and malt balance. Hopped exclusively with the Centennial hop varietal Lagunitas IPA from the Pacific Northwest, massive additions in the kettle Lagunitas IPA was the brewery’s first & again in the fermenter lend seasonal way back in 1995. The recipe their characteristic grapefruit & was formulated with malt and hops pine resin aromas. A significant working together to balance it all out on malt body balances this hop your ‘buds so you can knock back more presence; together with the than one without wearing yourself out. signature fruity aromas of Bell’s house yeast, this leads Big on the aroma with a hoppy-sweet to a remarkably drinkable American-style India Pale Ale. finish that’ll leave ya wanting another ABV: 7% Packages: Bottles, cans and draught sip. A bit of Caramel Malt barley provides the richness that mellows Bell’s Porter out the twang of the hops. ABV: 6.2% Packages: Bottles and draught A robust porter for all occasions. A blend of dark malts give this beer flavors of coffee and chocolate with subtle roasted notes. Bell’s Porter was a Gold Oskar Blues Old Chub medal winner in the Brown Porter category at the This jaw-dropping Scottish strong Brewers Association World ale (8% ABV) is brewed with Beer Cup 2008. ABV: 5.6% bodacious amounts of malted Packages: Bottles and barley and specialty grains, and a draught dash of beechwood-smoked malt. Old Chub features semi-sweet flavors of cocoa and coffee, and a wee-bit of smoke. A head-turning treat for malt heads and folks who think they don’t dig dark beer. ABV: 8.0% Packages: Cans and draught

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Heineken/Heineken Light: Never Miss a Minute Soccer is a game of stamina and kick-off, there are no time-outs, MLS match, by giving away MLS planning. Whether you’re watching in and you want to make sure you TV subscriptions in order to drive your living room, at the bar, or in the Never Miss a Minute. Heineken and viewership and drinking occasions. stadium, you’ve got to be prepared Heineken Light will reward shoppers The grand prize will be legendary UCL for those 90 minutes. Because after every minute of every UCL and or MLS game-day experiences.

Heineken: What’s Your Play? Last season, HUSA fans wowed with their quick-witted plays to impress the boss, win at romance, and be the champion of the game-day party. This football season, Heineken is back with bigger challenges, bigger prizes, and all new ways to answer the question, What’s Your Play? Every 20 minutes on football game days, HUSA brands and @WhatsYourPlay will be asking fans share their best plays for life’s daily challenges. Fans will reply via Twitter with their entries for a chance to win prizes that will raise the bar for their game day. New this year, the sweepstakes will be promoted on-premise so HUSA drinkers at bars and restaurants can play along.

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Head Into Cinco Season with Dos Equis Dos Equis The Most Interesting Man in the World remains thirsty Most Interesting for exploration. So heading into Cinco 2016, he is Winter gearing up for an extraordinary expedition to make Cinco de Mayo even more intriguing for consumers. As After a hard day ripping it up on the slopes, a result, he’s looking to give away his coveted collection it’s always tempting to take the “easy pass” of interesting artifacts. and retire, but when you lean forward into the evening and dare to go off piste, you’re Eye-catching POS will drive consumers to purchase always rewarded with much more interesting Dos Equis leading up to and during the Cinco season, adventures! This winter, Dos Equis offers ski- making this Cinco de Mayo that much more interesting. centric POS that will encourage consumers to pick up the beer after hitting the slopes.

Have A Champion in Your Corner Watching a big fight with a beer is a classic bonding event for many men. It’s a social catalyst that brings them closer together; a “comfort zone” moment – being part of a group of like-minded people, easy and free to be who they are. The Champions Night campaign shows shoppers that Tecate and Tecate Light are the authentic, bold choices that capture their bicultural duality and celebrate their values and roots. Shoppers will be looking for ways to turn casual gatherings and viewing occasions into the best experience, and Tecate will be their enabler with a fully supported program.

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Celebrate St. Patrick’s Day with Coors Light Stay lucky with Coors Light this Coors Light The Great St. Patrick’s Day! Everyone Postseason/ has a little Irish in them on St. Keystone Catch Home Bowl Patty’s Day and Coors Light From February through April, will keep them refreshed all Coors Light has the perfect Keystone takes to the water day so they can share fun with retail solution for postseason. with yet another challenge friends, both new and old, Coors Light, Coca-Cola, and where size matters and so during the biggest on-premise Mondelez are joining together does smoothness. Keystone selling occasion of the year. St. again to bring an even bigger will connect with consumers Patrick’s Day and the opening Home Bowl program for 2016. and celebrate their passion day of March Madness are on The end of football season for fishing and good beer and the same day this year and is always celebrated with invite them to engage in their consumers need a refreshing the ultimate party for the own D.I.Y. way. Consumers beer – and a little luck – to Big Game. There is a lot of can create fish of epic-size make the most out of this planning for party essentials proportions by building them action-packed day. (beer, snacks, and soda) by from Keystone Light cans. the host. This January and Because, fisherman or not, February, feature Coors Light, every guy loves the thrill of Coke and Ritz crackers to drive the catch, the fun of bragging, conversion, increase basket and a beer or three. This ring, and provide quick and program will feature out-of- simple shopping solutions. home, digital, and social media The Home Bowl partnership of support. the #1 soft drink, #1 snack cracker, and #2 beer in the U.S. provides solutions for the host planning a party and guests attending a party.

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Henry’s Hard Soda Launch Capitalize on FMB and craft soda growth with Henry’s Hard Sodas! Bring new male and female consumers into the category by Coors Light supporting the national launch of Henry’s Hard Soda available in Ginger Ale and Orange NHL Playoffs in January! There will be local sampling events Only Coors Light, the Official Beer of the for six weeks so consumers gain awareness of Stanley Cup Playoffs, goes to great lengths the brand’s launch. to keep consumers refreshed throughout In addition, the Henry’s Hard Soda launch will the excitement and celebration of the NHL be backed by national TV advertising starting playoffs. They attract 317 million viewers, in late January with the AFC Championship and NHL fans drink more beer than fans of game on CBS. Momentum will continue by any other sport. Thirty-one percent of Coors surrounding the Super Bowl with content Light loyalists watch NHL on network or on ESPN and online. Print ads will also be cable TV. With NHL playoff games happening launched in a mix of sports and entertainment frequently, it’s a good reason to celebrate magazines and Henry’s Hard Soda will have a with a Coors Light. digital presence in popular mobile games, pop culture sites, and on Gen-X relevant social sites like Facebook and YouTube.

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Corona Gets Us Closer to a Cure In 2016 every purchase counts! This year, Corona will continue to partner with the V Foundation by enhancing the philanthropic message, “Your Corona Gets Us Closer to a Cure.” Throughout the March Madness time frame, Corona will donate a Celebrate National Margarita Day portion of proceeds from each case with a CoronaRita of Corona Extra/Light sold, directly February 22nd is National Margarita Extra is the #1 import beer, so take to the V Foundation for cancer Day! Why not offer your customers a advantage of the combination of this research. Leveraging the universally CoronaRita to celebrate? CoronaRitas growing trend! CoronaRitas will attract recognized cause ribbon, along with are a combination of a traditional or significant attention, encourage trade- the newly developed “Don’t Give Up” frozen margarita accompanied by an up and provide incremental sales logo, Corona will continue to connect upside down Coronita (Corona Extra opportunities that will add more profits with basketball by utilizing hoop/net 7 oz. bottle). The CoronaRita Clip to your bottom line. materials to make it engaging and secures the Coronita to the margarita relevant to consumers during March glass and allows a subtle, yet distinct Madness. Corona flavor to slowly seep into the margarita while the cocktail is being consumed. Margaritas are the #1 selling cocktail in the U.S. and Corona

Pacifico: Proud Sponsor of the Burton U.S. Open of Snowboarding For the 4th consecutive year, Pacifico is a proud sponsor of the Burton U.S. Open of Snowboarding hosted in Vail, CO. This year, new, exciting POS and a merchandising bundle, inspired by the spirit of discovery and the soul of snowboard culture, will be available. The Burton U.S. Open takes place from February 29th through March 5th.

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Gear Up with Miller Lite – It’s Crunch Time The post-season represents the last push for football—the big hurrah between friends before the season ends. Miller Lite will create a sense of urgency Make Every Round Count with Miller Lite among consumers at the point March Madness is a crazy and tournament regardless of their of purchase and remind them exciting time for fans; but after bracket fate. This March, Miller to cherish the last drops of their bracket has been busted, Lite will offer bracket challenges, football with Miller Lite! They will they often lose interest until competitions, prizes, and leverage Guy Fieri and recipes in the Final Championship game. promotions that will keep them Grocery to hone in on the viewing Miller Lite is keeping consumers coming back round after round! occasion of each playoff game. engaged throughout the entire

Miller Lite – A Fine Paddy’s Day Pilsner St. Paddy’s is the holiday everyone loves to celebrate and a chance to be Irish for a day! Miller Lite wants to inspire consumers to start and continue their celebration with Miller Lite – a Fine Paddy’s Day Pilsner – during this biggest on-premise selling occasion of the year! Miller Lite can drive check size by providing engaging POS that excite patrons to start their day (and remain with) a sessionable light lager that will allow them to stay all day.

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Lagunitas CouchTrippin’ Lagunitas is hitting the road again with bands, beers and freaktacular entertainment, heading to Austin, Texas for South by Southwest. For a chance to hitch a ride on the mobile tour, consumers can enter the Couch Trippin’ contest this February and download the Lagunitas mobile App to stay updated!

Lost in the Woods with New Belgium Brewing Get lost. Find yourself. All in a forest of beer. Tap & Bottle will be the site for Tucson to participate in this multi-city, same-date party set for February 6th. New Belgium’s annual Lost in the Woods sour soiree celebrates New Belgium’s passion for sour beers. The party features the premiere of two sour beer vintages: La Folie, the award-winning sour brown ale that launched New Belgium’s wood beer program back in 1997, and Transatlantique Kriek, a wood- aged sour cherry ale brewed in collaboration with Belgium’s Oud Beersel. Please visit newbelgium.com or thetapandbottle.com for more information.

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Firestone Walker Milk and Cookies As a riff on a childhood favorite, Firestone Walker will be pairing Cayucos Brown Butter Cookie Company signature cookies with their new Nitro Merlin Milk Stout this winter! Ask your Firestone Walker sales rep for details on creating an on-premise milk and cookies event!

Tucson St. Patrick’s Day Parade with Guinness Sunday, March 13, downtown Tucson will come alive with Celtic tradition as the 29th Annual St. Patrick’s Day Parade & Festival brings the Irish spirit to Tucson, with some help from Guinness. The St. Patrick’s Day Festival opens at 10:00 a.m. Sunday, March 13 at Armory Park (Military Plaza on S. 6th Ave, in Downtown, with live Irish music, dancers, entertainment, a children’s game area, and food and merchandise vendors. Irish organizations, ethnic and cultural tables will be set up in the park as well. Guinness is proud to once again be a part of this great local event.

www.finleybeer.com HeadyTimes v.17 23 RetailEDGE The Bottom Line on Millennials How Gen Y is impacting food and beverage decisions at retail By George Latella

In the last issue we discussed the Baby Boomers and how they influence their Millennial children. I thought it would be interesting to look at this in reverse and show how younger Millennials are influencing many of the decisions that we make with regard to products, packaging and supply chain. As a parent and professor of Millennials, I think I am in a good position to discuss this topic. And based on what I’ve seen over the past few years, I think other words, if we look at a label and can’t pronounce the the generation of students we are putting out will make ingredient, it is probably not good for us. the world a better place by forcing us to make better business decisions. Consumers also want to know how the people who “touch” the product through the supply chain, or Everyone’s heard of “The Bottom Line” in business. Those deliver the service on/off premise are treated. of us who went to school in the 60s, 70s and 80s were told that “the goal of any company is to make a profit”. Are they paid a living wage? In 2015, we now teach our students about “The Triple Do the farmers earn a fair profit? Bottom Line”. Others refer to this as “People, Planet and Profits”. In other words, we need to worry about more How many “food miles” do the raw materials travel from than just money. the farm to the processing plant, to the manufacturing plant, to your location? I believe there are three reasons why we work. One is to “Earn” the second to “Learn” and the third to “Affirm”. How are the raw materials grown that go into the We need to make money to provide for ourselves and our beverages and food you sell? family, we need to grow and mature in our careers, and What is done with the byproducts of the ingredients and we need to do things that support who we are and what packaging? we care about. Many younger consumers are applying this same thought process to the products they buy and the How are you helping the community? companies they support. So what does this mean for you and your business? Many of your younger customers want to know the You need to understand how your young employees, following: vendors, suppliers and customers think about these Where products come from and what goes into them. topics. This could be as simple as talking and listening to them directly, doing some secondary research on the topic The working conditions of the people that grow, ship, on the internet or hiring someone to conduct some basic make and sell the products. marketing research for you. Then, adjust your operations What companies are doing to save our natural resources. and marketing strategy based on your findings. How they are minimizing the impact on the environment. Whether you are an on-premise or an off-premise establishment, you need to make sure that you What they are doing to “give back”. understand this group of consumers and build your Food and beverage companies are going to “clean labels” products, merchandising and marketing programs around which means less ingredients and real ingredients. In how they live. It will positively impact your bottom line!

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.

24 HeadyTimes v.17 www.finleybeer.com The BeerGUY The Art of Tasting Beer By Chuck Knoll Much is made cool feeling for the hand, as well through the nose and the mouth. of the culture as an adventure for your nose Both are needed to feel the beer. of beer and as and mouth. Hold the beer up to your nose and Arizona continues sniff. Is the aroma like hops and Pour to move towards flowers, spices, nuts, fruit or berries? How the beer is poured determines becoming a major Do you recognize the aroma of apple, the shape of the head and therefore craft destination, plum or lemon? If you have trouble the appearance. Tilt the glass 20 let’s take a getting all of the aromas, consider to 45 degrees and start by letting few minutes to look at the art of pinching one nostril shut and using it squirt to the bottom of the glass. tasting beer. the other one to really sniff the beer. When a suitable amount of foam has Of course you can drink a beer from formed, the rest of the beer should Taste the bottle. A beer with your friends slide down the side of the glass. Put the glass to your mouth and on the patio does not automatically Germans, Czechs and Dutch people taste. Do you recognize the aromas become a better beer just because prefer a lot of foam – the English from the sniff or do you sense other it is served in a nice stemmed glass. not so much. In America, we tend aromas such as grain, malt, nuts But once you do serve beer in a glass to think that foam is bad. This is not or fruit and berries? The beer will you get a chance to enjoy its color, the case. Foam is an important part warm up in your mouth and release head and liveliness. The full aroma of the enjoyment of beer as it allows other aromas as well as allowing the is not released until it is poured, and the carbonation to release, but also carbon dioxide to evaporate giving this changes the experience of tasting. helps retain the aroma and flavor yet another experience. The tongue

“Beer is like love – it is best if you share it with someone else.”

Find the right glass for the type of the beer. As a guideline the head feels the sourness, sweetness and of beer. should be about an inch or two high, bitterness. The sweetness is captured The aroma is best if the rim is depending on the style of beer. Do at the tip of the tongue, whereas the narrow at the top. It is better to not fill the glass too much so as to bitterness, which is very important, drink beer with a powerful aroma leave room for the aroma to gather is captured in the back. Therefore, from glasses which have a wider rim at the top. when you taste beer you should at the top to ‘air out’ some of the always swallow – do not spit it out. Look aroma. Since only the best is good While we do not necessarily eat Cheers enough then make sure that the and drink with our eyes, they are an Beer is like love – it is best if you glass is completely clean. Left over important part of the process. They share it with someone else. Beer is detergents, grease, dust or scratched give us the first impression of the a social drink and therefore it always glasses will kill the head and beer. Is the color like straw, brown or tastes better in pleasant surroundings liveliness of the beer. Serve the beer black like coffee? What color is the in good company. Now that you at the temperature recommended by foam? Hold the glass up to the light have some idea of how to best the master brewer or the temperature and watch the color, clarity, foam and enjoy beer, go ahead and try this you prefer yourself. Pale beer is liveliness. the next few times you enjoy a beer. typically served colder than dark and Consider keeping a record of your aromatic beer. Generally, the serving Swirl beer experiences so you remember temperature should not be too low. Swirl the beer in the glass in order to which beers you like, as well as The lower the temperature, the less release the aromas. This also gives which aromas and tastes contribute the aroma intensity comes through. you the opportunity to better appraise to that beer. That way you can find the foam. Good beer should be enjoyed with comparable beers more easily. all of your senses. Pouring it is Sniff pure enjoyment for you the ear, a We taste with our noses as well. wonderful sight for the eye and a Various aromas are experienced

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Coors and Coors Light Bring You the Tucson Rodeo La Fiesta de los Vaqueros (Celebration of the Cowboys) is a nine-day celebration centered on the Tucson Rodeo, one of the top 25 professional rodeos in North America. When the rodeo comes to town, it is that one time of year that everyone pulls on their cowboy boots and jeans and aspires to be a cowboy. It is a big event and you don’t even have to be a rodeo fan to get caught up in the all of the excitement! Coors® Banquet has been the Official Beer Sponsor of the Professional Rodeo Cowboys Association® for more than thirty years and is proud to sponsor the Tucson Rodeo locally. The longevity of the program has created brand loyalty with retailers and rodeo fans alike. The 2016 La Fiesta de los Vaqueros rides into the Tucson Rodeo Grounds February 22nd through the 28th.

Arizona Beer Week Arizona Beer Week, inarguably one of the best weeks of the year for the state’s craft beer lovers, happens every February. Finley Distributing is pleased to partner with Arizona Craft Brewer’s Guild for 2016’s Arizona Beer Week, February 11-20, featuring creative and one-of a kind events, unique pairings, and educational classes. Visit arizonabeerweek.com for events and participating breweries.