Fall 2013 | V.5 AMOSKEAG BEVERAGES

AND Y ENGLAND GOES BIG WIT H COOR S LIGHT Retail Edge Seasonals The Beer Guy New Products Programs CIDERS FOR FALL | AUTUMNAL SELECTIONS | BAR RESCUE Letter to THE TRADE In This ISSUE

Cover Story ...... 1

Foods Plus ...... 2

Woodstock Inn Station & Brewery ...... 3 AVE YOU TAKEN A GOOD LOOK AT THE PEOPLE SHOPPING IN your store or sitting at your bar? Who are these people and what beer 4 H are they buying? Well, there is something to be learned by focusing on New Products ...... these consumers and the different age groups they fall into. Marketers break down legal drinking age consumers into four groups: Seasonal Selections ...... 5 Millennials, Generation X, Baby Boomers and Seniors. Millennials get the most attention. Born between 1979 and 2000, they have grown up with craft beer. They crave authenticity and seek out new food and drink experiences. Programs ...... 10 Millennials are less price conscious than previous generations, which means they are willing to spend more money on costlier items, if they think it’s worth it. Atmosphere and hanging out with their friends is very important to them. Retail Edge ...... 12 But what about the people who were born before 1978? They have disposable income and some even have time to spend it. Take a peek at what we found. The Beer Guy ...... 13 Generation X: Born between 1960 and 1982, described as a bridge generation that started out using landline phones but easily adapted to new technology…well, at least some of us. They remain true to their brands, until their brand lets them down. They frequent places that are hip with high energy and they are over the nightclub scene. Quality and good service keep them coming back. Baby Boomers: Making up 26% of the total U.S. population, this group was born between 1946 and 1964. Whatever you do, don’t call them old…most feel much younger than their chronological age. They don’t want to spend all their time cooking and cleaning up, they want to socialize. Seniors: 65 years and older, these seniors are much more demanding than the seniors who came before them. They want to continue to experience new things. They are a very active group, who want to be thought of as youthful. We will leave you with an interesting fact. Consumers over the age of 35, continue to spend money and any successful business needs to keep them in mind. National Restaurant News stated that Baby Boomers and Seniors form the single largest economic group in America with annual spending power of more than 2 trillion dollars! So there you have it, a little bit of marketing information coming from us… a Generation Xer and two Baby Boomers. Again, we thank you for your business.

Ed Murphy Tom Bullock Kevin Emmons Heady Times is published four times a year, courtesy VP/General Manager President VP/Marketing Director of Amoskeag Beverages. Cover STORY Andy England, MillerCoors CMO, “Goes Big” with Coors Light EET CHIEF MARKETING OFFICER ANDY ENGLAND. Since 2006 he has been the man responsible for leading M Coors’s efforts in marketing and strategy. Before joining Coors, England spent more than 20 years driving profitably and growth for some of the world’s most recognized brands, including Hershey, Nabisco, Cadbury Schweppes and Dr. Pepper/Seven-Up. England’s insights and stead-fast focus on Coors Light’s Rocky Mountain Cold Refreshment have propelled the brand nationally up the ladder to become the United States’ second most successful brand. That’s quite an accomplishment in an era where premium lights are often written off by many beer journalists. And Coors Light’s gain of 0.3 share points is not to be taken lightly since rates of overall consumption of alcohol are not

“With Coors Light, we’re shooting for a ten share nationally…”

rising. Considering the obstacles that have affected beer sales lately (weather, unemployment and rising payroll taxes) Coors Light is holding its own and England believes there is reason to be optimistic. At a recent meeting of franchise wholesale distributors, where the rallying cry was “Go Big or Go Home”, England reminded the audience that, “The brand is number one in cities where crafts flourish – places like New York City, Portland and San Francisco.” He went on to explain, “When it gets hot, the beer shopper is looking for cold refreshment, and nothing delivers better than Rocky Mountain Cold Coors Light. That’s why we call it ‘The World’s Most Refreshing Beer’. The latest packaging innovations have reinvigorated the brand. The mountains on the package cue cold, and when the mountains on the bottle or can turn blue, you know that your Coors Light is as cold as the Rockies! We know from research that shoppers want to know when their beer is cold enough to drink. That’s why cold activation works as a selling tool at point of purchase.” In 2013, England and the Coors Light Marketing team aim to refresh the most people ever and that includes millennials, a generation whose taste in music embraces country in numbers never seen before. Through an exclusive sponsorship of country superstar Jason Aldean’s Night Train Tour, Coors Light will refresh this key demographic both body and soul. Don’t miss this opportunity to leverage your sales by participating in this program, which like Aldean’s take on country music, really rocks.

www.amoskeagbeverages.com HeadyTimes v.5 1 Off-Premise SPOTLIGHT Foods Plus OCATION, LOCATION, LOCATION! NOBODY CAN DENY that Foods Plus’ address is a driving force for their business. The L 3,400 square foot gold mine is located directly above the Massachusetts line in Plaistow, NH. 28 years ago, Norm Dalphond and Jim Welling made a critical decision when they built their beer, wine and tobacco store in a brand new plaza. “We were the first business to move into this location and we are very fortunate that Foods Plus is the first stop over the Massachusetts boarder,” says Dalphond. Both Welling and Dalphond previously worked for the Market Basket chain, but decided to leave and open their own store in October of 1985. Upon entering Foods Plus, you can’t help but be amazed by the 26 cooler doors of cold beer that line the perimeter of the store. The variety is endless -- from domestics and imports, to craft, limited releases and draught. A segment of their business that has seen phenomenal growth is the big bottles. To accommodate the larger size bottle, Dalphond and Welling had custom racks built. “We have a large following of loyal customers and we try to supply them with all of their beverage needs,” says Dalphond. He recognizes that customers have become very knowledgeable in the ever-changing beer world, so they are prepared with a well-trained staff to help answer any questions. Dalphond tells us that he and Welling are working hard to grow the business in their Plaistow landmark. “We are all fighting for the same Co-owner, Norm Dalphond piece of the pie,” Dalphond adds, noting the growing competition in convenient store and super market business. Foods Plus has always been aggressive in advertising, signage and pricing. Banners and POS (Point of Sale) draw customers in and around the store and well-decorated beer displays can’t be missed! The back wall proudly displays a hand painted mural of both a Miller Lite and Samuel Adams logo, painted by Amoskeag employee, Chris Waszeciak and his sister. Dalphond was also quick to compliment his Amoskeag salesman, Rob Bohnwagner, who never ceases to amaze the owners with his creativity and display-building techniques. Foods Plus is a high volume, high energy establishment and Dalphond credits his location, great customer service and fair pricing as key factors to the store’s success. Keeping connected to the younger consumers is also important. Advertising on their website as well as Twitter and Facebook, keeps millennial consumers interested and connected. “Social media allows us to announce sales, new products and specials in real time,” he says. These are just a few ways Dalphond and Welling have made Foods Plus so successful after 28 years!

2 HeadyTimes v.5 www.amoskeagbeverages.com On-Premise SPOTLIGHT Woodstock Inn Station & Brewery EADY TIMES HAD A UNIQUE opportunity while at the Woodstock Inn Station H & Brewery. Not only did we get a behind the scenes tour of the award-winning brewery, but we got an inside look at Woodstock Station, a legendary North Country bar and restaurant. Here’s a bit of what Heady Times learned after speaking with owner, Scott Rice and head brewer, Butch Chase. The Woodstock Inn Station & Brewery is a base camp in the White Mountains, located at the intersection of two of America’s From left to right: Brian Angelone, head of packaging, most scenic byways. Guests are given an unforgettable experience Garrett Smith, brewery sales manager, Mark Babson, asst. brewery here. With their gorgeous, natural backdrop and convenient location manager, Scott Rice, owner and Butch Chase, head brewer on Main Street, the Inn provides the ultimate destination for relaxation, fabulous food, hand-crafted brews from their on-premise brewery, guest rooms and a brand new, beautiful event space. Dating back to the 1800s, the Woodstock Inn has gone through many transformations through the years. 16 years ago, owner Scott Rice asked his friend and bartender, Butch Chase, if he wanted to help start an on-premise brewery. This is when the magic began. Rice told Heady Times he fell in love with the White Mountains after many ski trips to NH while attending college in Massachusetts. “After years of splitting time between Steamboat, Colorado and New Hampshire’s White Mountains, I thought it was time to settle down.” Scott acquired experience managing another well-known establishment in the area before purchasing the Woodstock Inn. Chase headed off to a well-known, New England brewery to learn from some of the best in the industry and honed his beer brewing skills. He and Rice have worked tirelessly to build their business, making the Woodstock Inn Brewery a leader in the state’s microbrew revolution. Starting with Red Rack Ale and Pig Ear Brown Ale beers, the demand rapidly grew and they needed to outsource their beer production. “Last year we sold close to 70,000 cases,” says Rice, which led to their million dollar expansion. “The new equipment will increase the brewing capacity to 10,000 barrels a year, with enough space for future Smith, their brewery sales manager, leading expansion to double that output,” adds Chase. All their beer is now the charge, sales continue to grow. Not brewed onsite. Rice and Chase love to have locals and tourists alike, only are their own beers selling well, bottles pull up a chair at their new, custom wood expanded bar at the and pints of domestic and imported brews Woodstock Station and try some new brews. “We get some excellent are doing wonderfully. Garnering numerous feedback and adjust our beer accordingly.” accolades and awards, the Woodstock Inn Station & Brewery’s success continues but Chase is finding the packing process pretty interesting. “You can have they don’t forget the local community. “We the best product in the world, but if your packing isn’t good, it won’t are gearing up for the 250th anniversary of sell.” When asked how they come up with the great labels and the town of Woodstock and we’ll be graphics, Chase said, “It’s like a brain-storming session and think tank.” donating in various ways,” says Rice. But at the end of the day, Rice has the final say. Whether it’s their Fellowship Ale which The duo have a great partnership and both excel in their individual raises money in conjunction with the Rotary, responsibilities. “We have an excellent group of people working for us or the Luck of the Irish Race, or one of the and we couldn’t do it without them,” says Rice. “We are the largest other many charities and scholarship funds employer in town, with over 100 employees.” Their relationship with they support, you can always count on the Amoskeag Beverages has worked well over the years and with Garrett Woodstock Inn to lend a hand.

www.amoskeagbeverages.com HeadyTimes v.5 3 New PRODUCTS Harpoon Cider Cans Blue Moon Graffiti Collection The folks at Harpoon first started The Graffiti Collection is a line of specialty craft beers making their pure and natural cider from the Blue Moon Brewing Company. “Artfully for the same reason they started Crafted” beers with challenging twists, they showcase brewing: they loved the idea of cider the irreverent, boundless and unpredictable creativity of but could not find one they really the Blue Moon Brewmasters. Each beer features a liked to drink. The end result is a unique story that gives drinkers an inside peak into the unique craft cider with no artificial world of the Blue Moon Brewing Company. colors, flavors or preservatives. Just local apples and their house Pine In The Neck yeast, yielding a clean, but A Double IPA brewed with Juniper Berries refreshing all natural cider, now available in cans! ABV: 4.8% While camping, brewers John and Tom stashed Packages: 12 oz. bottles, 12 oz. cans and draught their beer in a quiet stream to chill it. Smart – Availability: All packages are available year-round, until a storm came, causing floods. After cans beginning in August trudging through the rain back to the campsite, they found their gear washed away and the beer gone. While hunting Redd’s Strawberry Ale for the beer (and gear) they decided to brew a bold beer that was nature-proof. A flavored ale with low malt and bitterness This double IPA is brewed with juniper cues, Redd’s Strawberry Ale has a berries, while Citra, Simcoe and Taurus deep golden hue with a sweet hops are added to the brew kettle. It is strawberry aroma and taste and a then dry-hopped with Citra, Simcoe crisp, clean finish with a hint of and Cascade hops. This brew may apple. The be called Pine in the Neck, but it’s natural flavors worth the trouble. Try it with strong are perfectly cheeses, full-flavored steaks, and balanced for the bitter salads. ABV: 7.5% sweet and refreshing taste to Package: 22 oz. bottles only come through. ABV: 5% Availability: Year-round, beginning Packages: 12 oz. bottles and in September 16 oz. cans Availability: Year-round, beginning in Tongue Thai-ed September A Belgian Special Ale brewed with Lemongrass and Basil Blue Moon Brewmaster, Keith Villa has Smuttynose Pumpkin Ale always wanted to brew a beer to pair with his favorite Thai dishes. He decided Smuttynose Pumpkin Ale pays homage to to use lemongrass and basil, but a mix- the craft and heritage of America’s up in the order yielded the brewery a brewers. Recipes calling for the use of bunch of extra basil. Instead of letting pumpkins in beer dates back to early it go to waste, Villa added it in just to colonial times, when brewers sought to see what would happen. The outcome extend their supply of costly imported was a roundhouse kick of basil with malt with locally grown ingredients, such a citrus punch that worked so well it as squash and “pompions.” In that left him literally Tongue Thai-ed. This spirit, Smuttynose brews their ale with beer is perfect with Thai, Mexican the addition of pumpkin to the mash, and spicy Italian food. ABV: 7.5% along with traditional spices to create a Package: 22 oz. bottles only delicious American original. ABV: 5.8% Availability: Year-round, beginning Packages: 12 oz. bottles and draught in September Availability: Late July

4 HeadyTimes v.5 www.amoskeagbeverages.com Seasonal SELECTIONS The Traveler Beer Co. When Demand Exceeds Supply Jack-O Traveler Many of our craft seasonal and specialty releases are Shandy available in limited quantities. Breweries only produce a certain amount of their specialty beers and Amoskeag No one has ever made a does all they can to get as much product as possible. In pumpkin Shandy addition, this magazine is compiled months prior to the before…until now! decision made by the brewery to allocate their products Representing the darker to the wholesaler. Variations in production for some of side of Shandy, Jack-O- these limited release offerings will fluctuate, resulting in Traveler is an alluring lower quantities than anticipated. If you are interested in beer, illuminated by the something you see in this publication and it is out of tastes of fall. An stock when you place your order, please contact your American craft wheat Amoskeag Beverages sales representative to discuss a beer, brewed with real similar product. pumpkin and spices, this brew strikes a perfect balance between bright refreshment and seasonal spice. Jack-O Traveler is a delicious, dark hued, Shandy- Abita inspired beer. Pecan ABV: 4.4% Harvest Ale Packages: 12 oz. bottles and Abita Pecan Harvest draught Ale is brewed with Availability: pale, Munich, biscuit Mid-August and caramel malts and Willamette hops. Real Louisiana toasted pecans are added in the brewhouse and give the ale a subtle nutty flavor and aroma. ABV: 5.2% Packages: 12 oz. Guinness Red Harvest Stout bottles and draught Availability: September Guinness’ Celtic link to Halloween is sure to capture the Abita imagination of better beer drinkers both in story and Fall Fest taste. SAMHAIN (saw-wen), an ancient Celtic festival held every year on All Hallows’ Eve, celebrates the end Fall Fest is an of fall harvest and the coming of winter. On this night, Oktoberfest-style the living beckon restless spirits from lager brewed with the darkness with bonfires and sweet pale, Munich and offerings from the bountiful harvest. caramel malts. It is Guinness Red Harvest Stout hopped with German captures the spirit of that night with Perle and Hallertau its alluring blend of lightly roasted hops. The result is a barley and subtly sweet Irish malt. full-bodied, malty lager Red Harvest Stout pays tribute to with a bright amber color. Guinness’ brewing tradition with ABV: 5.4% Packages: its mildly sweet, velvety taste and 12 oz. bottles and deep red hue. ABV: 4.1% draught Availability: Package: 14.9 oz. nitro cans September only Availability: September

www.amoskeagbeverages.com HeadyTimes v.5 5 Seasonal SELECTIONS Samuel Adams Harpoon Tailgater Mix Pack Fat Jack Double Pumpkin Harpoon celebrates the Pleasantly plump and satisfied, this rich and return of fall with luscious brew indulges in flavor with over 28 their Tailgater Mix pounds of pumpkin per barrel, for a full- Pack. When they bodied sweetness and deep russet color. came up with the Classic pumpkin pie spices like cinnamon, variety pack, they nutmeg and allspice ignite a warmth and had occasions like spark that’s deepened by an undercurrent football, concerts and of roasty smoked malts. ABV: 8.5% the last barbecue of Packages: 22 oz. bottles and limited the season in mind. draught Availability: September This festive fall variety combines the best offerings of Samuel Adams the season with a couple of Harvest Pumpkin Ale Harpoon favorites: Harpoon IPA, Octoberfest, UFO Pumpkin and Rich and Dan’s Rye IPA. Availability: August Brewed with over 17 pounds of real pumpkin per barrel, this Harpoon Octoberfest dark, reddish-amber brew Balanced by a gentle hop bitterness, has a full body and Harpoon Octoberfest is a sweet and sweetness, complemented by bready tribute to fall and the perfect a distinct roasted character beer for a celebration. It’s the perfect and subtle spice note from accompaniment to all of your the pumpkin pie spices. autumnal adventures and this ABV: 5.7% Package: 12 oz. fall it is available in cans! bottles only Availability: ABV: 5.3% Packages: 12 oz. August bottles, 12 oz. cans and draught Availability: Early August Samuel Adams UFO Pumpkin Octoberfest Imagine a pumpkin vine wound its In 1810, Munich celebrated way in a field of barley and a the wedding of their Crown brewer harvested it all to make a Prince with a special beer. beer. Add Northwestern hops and a Samuel Adams’ version of this blend of spices and you’ve got UFO classic Oktoberfest lager Pumpkin. The malt combination masterfully blends together five provides a smooth body and slightly roasts of malt to create a sweet flavor, which balances perfectly delicious harmony of sweet with the earthy notes derived from the flavors, including caramel and pure pumpkin. And like all UFO beers, toffee. The malt is complemented by an elegant UFO Pumpkin is unfiltered so all the bitterness imparted by the Bavarian Noble hops. wonderful flavors are right there in your glass. ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans and ABV: 5.9% Packages: 12 oz. bottles, 12 oz. cans draught Availability: August and draught Availability: Early August

Samuel Adams Harvest Collection The 2013 Samuel Adams fall variety pack is chock full of festive brews, perfect for the season. The mix pack features: The American original, Boston Lager, two fall favorites, Octoberfest and Harvest Pumpkin Ale, Latitude 48 IPA, featuring new hops for 2013 and two beers exclusive to the mix pack – Ruby Mild, a smooth, sweet and malty modern mild and Hazel Brown, a flavorful nut brown ale with a distinct hazelnut aroma. Availability: August

6 HeadyTimes v.5 www.amoskeagbeverages.com Seasonal SELECTIONS Angry Orchard Woodchuck Cinnful Apple Fall Hard Cider Angry Orchard Cinnful Apple’s tart apple flavor is Fall Cider has a complex and elegant balanced with cinnamon spice, adding hints of cocoa character with a unique taste and and a slight heat. Crisp and refreshing with a spicy special aroma that is not found in twist, Cinnful Apple will replace Elderflower in the Angry any other hard cider. The cinnamon Orchard Variety Pack. ABV: 5% Package: 12 oz. bottles and nutmeg tastes balance out with only Availability: August a hint of American white oak, making Fall Cider perfect for a crisp, autumn day. ABV: 5% Packages: 12 oz. bottles and draught Availability: August Woodchuck Hard Cider Private Reserve Pumpkin Woodchuck Pumpkin is limited to only two and a half hours on Woodchuck’s production line. Fresh and crisp with pumpkin at the finish, it’s crafted to be served at 45 degrees and pairs perfectly with roasted duck, turkey, squash ravioli, crème brulee and fresh cheesecake. Be part of the select few who get to savor this small Smirnoff Ice batch. ABV: 5.5% Sparkling Crisp Apple Packages: 12 oz. bottles and Smirnoff Ice, the pioneer of delicious draught mixed drinks, has created a new, Availability: sparkly, celebratory malt-based September cocktail line. Sparkling Crisp Apple is the second addition to the seasonal Twisted Tea line, following the launch of Black Cherry Peach Bellini. With a strong nose of black Smirnoff Ice cherry and a smooth tea Sparkling Malt Mixed finish, this hard tea will Drinks are crafted with the freshest have you a little twisted fruit flavors and the perfect amount this fall. ABV: 5% of sparkle. The new drinks deliver Package: 12 oz. a premium taste experience with bottles only the perfect balance of flavor, Availability: sweetness, alcohol and a little extra September carbonation. Not too sweet or overly flavored, Smirnoff Ice Sparkling Crisp Apple is a refreshing bite of crisp, fresh apple. ABV: 5.8% Package: 11.2 oz. bottles only Availability: September

www.amoskeagbeverages.com HeadyTimes v.5 7 Seasonal SELECTIONS Sierra Nevada Sierra Nevada Beer Camp Variety Pack Northern Hemisphere Harvest Ale This fall, taste the flavor of wet hops, less than 24-hours from the growing fields in Yakima, WA. Northern Hemisphere Harvest Ale features 100% whole-cone wet hops plucked straight from the bine and shipped to the brewery, still dripping with all of the aromatic oils and resins that add layers of earthy green aromas and a pure hop flavor. Introduced on draught in 1997, this year marks the 14th release of this sought-after brew that 2013 marks the third annual release of Sierra’s one-of-a- pioneered wet-hop beers all across the country. This one- kind, Beer Camp Variety Pack. This mixed pack features of-a-kind beer is the jewel in Sierra Nevada’s Harvest three brews from their famous Beer Camp brewhouse. series. ABV: 6.8% Packages: 24 oz. bottles and draught Availability: Late September Sierra Nevada Beer Camp is a think-tank for beer. That is where they develop recipes, try new techniques and turn fun ideas into crazy new beers. At Beer Camp, Narragansett Fest Lager nothing is out-of-bounds! They work with thousands of ingredients from the hop yard, to the orchard, to the ‘Gansett Fest is a great example of a kitchen cupboard to make these beers truly unique. This traditional amber-brown, German new mixed pack features three unique brews including… Oktoberfest-style beer. It is perfectly balanced with four varieties of malts and Sierra Nevada Belgian-Style Black IPA two styles of hops. This is an extremely This beguiling black IPA that takes a easy-drinking autumn seasonal beer, tropical detour with a dose of New but one you will want to savor as the World hops, featuring lemony Sorachi rich malt profile complements the Ace and fruity Nelson Sauvin varieties. crisp, but not overpowering, hop A Belgian yeast works with the exotic flavor perfectly. ABV: 5.5% hop profile, emphasizing its complex Packages: 16 oz. cans and draught and fruity flavors ( ABV: 7.7%). Availability: August Sierra Nevada IPA This IPA sacrifices nothing for its drinkability, flexing big time flavor and complexity. The light color disguises the depth Saranac of the malt backbone, a pillar that balances the Pumpkin Ale potent whole-cones of the piney-citrus Cascade In celebration of the fall harvest, and tropical fruit-like Citra hops ( ABV: 6.9%). here’s an autumn favorite that’s Sierra Nevada Imperial Red Ale 2013 as enjoyable as pumpkin pie. This aggressive Imperial red ale is a This hearty ale is brewed with massive mix of smooth malts and West pumpkin, cinnamon, allspice, Coast hops that have no patience for cloves and vanilla. Look for a the lupulin leery. This crimson beer full body and amber color. starts with caramel-like malt flavor that We’re sure you’ll enjoy this can’t suppress the assertive, citrusy hop special brew. ABV: 5.4% finale ( ABV: 8.7%). Packages: 12 oz. bottles and growlers Availability: August *Imperial Red and Black IPA will be available in draught as well as in the mix pack. Availability: August

8 HeadyTimes v.5 www.amoskeagbeverages.com Seasonal SELECTIONS Woodstock Inn Sebago Bonfire Rye Brewery Autumn Bonfire Rye, Sebago Brewing Company’s refreshing, Ale Brew hop-forward fall seasonal is just what it says it is – a rye ale stoked with hops. Dry-hopped with Simcoe, Chinook Autumn Brew is a mild, and Citra provides the crisp citrus and pine notes you English brown ale love and expect, while the resinous rye and finely tuned flavored with apples malts sneak up on your palate with a complex, trailing and cinnamon. It’s like spiciness. Orange-caramel in color, Sebago Bonfire Rye drinking apple pie! By helps transition seamlessly from humid August days to far the most popular chilly October evenings and pairs perfectly with grilled seasonal from the meats and spicy barbecue. This is the first of Sebago Woodstock Inn Brewery, Brewing Company’s beers to be offered under the new people come from all logo and packaging. ABV: 5.7% Packages: 12 oz. over New England bottles and draught Availability: August looking for this beer! ABV: 4.4% Package: 12 oz. bottles only Availability: August

Leinenkugel’s Orange Shandy There is a pop of mandarin orange zest with undertones of white pepper and toasted wheat in this light-bodied brew. ABV: 4.2% Package: 12 oz. bottles only Availability: September

Wolaver’s Pumpkin Ale This festive, 100% organic pumpkin ale is sure to please. With tasty spices of cinnamon, ginger, cloves and nutmeg it is a delicious unfiltered libation! ABV: 5.3% Package: 12 oz. bottles only Availability: August

www.amoskeagbeverages.com HeadyTimes v.5 9 Programs

Carlsberg The Official Beer Partner of the Barclays Premier League The Premier League is well known and well followed in the Corona: UK as well as internationally What Makes Football Your Beach? and that makes Carlsberg – one of the most renowned breweries This fall, Corona and On and off-premise POS features in the world – an excellent Jon Gruden, NFL the categories and prompts partner. The next time you analyst for ESPN and consumers to visit the microsite to down a pint or two, the Premier former head coach of engage with interactive Gruden League is hoping it will be a the Oakland Raiders content and vote to win. Carlsberg product since the and the Tampa Bay Corona and Coach Gruden will company has signed a three- Buccaneers, are joining celebrate and recognize the fans, year contract with the English forces to celebrate football. traditions, places and moments league to become its official Together they have hand-picked that make football a “beach” – beer partner. The deal begins categories of nominees that that fun escape from the everyday next season and will run until embody the best aspects of the grind. Consumers will vote on the the completion of the 2015/16 sport. Consumers are asked to nominees in each category for a campaign. vote on what makes football their chance to win an exclusive beach, for a chance to win an Corona game day trip. exclusive Corona game day football experience.

10 HeadyTimes v.5 www.amoskeagbeverages.com Programs Allagash Expansion llagash is just completing their latest and largest expansion A ever. This year’s expansion involved the installation of their first ever, brand new brewhouse. The new brewhouse, brought over from Germany, was custom built and assembled by BrauKon in Munich. It arrived at Allagash in April and took a little over two months to install and get up and running. With 75 barrels of capacity, it is more than double the capacity of their current brew house. Also part of this expansion is their new tasting room and retail store, bigger and better than ever! With a nice seating area and outdoor patio, inquisitive beer geeks and casual drinkers alike will be able to stop by to learn more about Allagash brews and take a tour to learn what makes their process unique – secret spices aside. The store will also provide a nice place to get some sweet Allagash swag and pick up any of the available beers they offer. Stop by if you’re in Portland Maine!

Coors Light Refresh Your Night Phase two of the Coors Light “Refresh Your Night” campaign is rolling out this fall. This promotion lets Coors Light drinkers capitalize on a natural behavior (photo sharing during a night out) that can be turned into prizes. Consumers can text a photo to a code that is unique in core markets. Every photo receives a Night’s Most Refreshing Beer skin and gets uploaded to an online photo gallery for social media sharing. We know Coors Light drinkers love to photo share on their favorite platforms and the Refresh Your Night Campaign gives them an incentive to do so. Photos from the gallery will be selected at random to be the winners of an Ultimate Night Out with Coors Light in each core city!

www.amoskeagbeverages.com HeadyTimes v.5 11 Retail EDGE Bar Rescue Watching TV May Be Good For Your Business Running bars and restaurants can be very profitable and rewarding, but also quite stressful when not being run well. If your business is in need of some help, Bar Rescue may be just what you need. The popular TV show on the Spike network follows Jon Taffer (owner and chairman of the bar/nightclub consulting firm, Taffer Dynamics, Inc.) as he travels the country saving bars in need.

AFFER HAS STARTED, FLIPPED or owned over 600 bars and T clubs throughout his career. His years of experience and expertise have helped him develop what he calls, “bar science.” Taffer believes that every aspect of a bar, no matter how small, is a key factor to its profitability. He uses this methodology to return struggling bars to their former glory. Everything from the height of the bar stools to the draught system and the staff’s attitude is important in creating an enjoyable experience. Taffer explains his scientific approach to LA Weekly, “I don’t sell beer, I create reactions in manipulative ways – behavioral sciences – that I employ to get you to come to my bar, spend more money, stay longer, dance more than you usually would, smile more than you usually would, meet more people than you usually would and have a better time than you usually would. That’s the science.” It’s easy for bar owners to become These teams include world-class chefs, from server etiquette to bar comfortable in their routines, but award-winning mixologists and cleanliness and employee morale. Taffer, an objective observer, can hospitality managers, all of whom are ‘Bar Rescue Insider’ also features identify any problems. He (sometimes experts in their respective fields. articles from other experts who have appeared on the show. harshly) brings issues to light and One of Taffer’s consultants, Chef provides solutions that result in better Brian Duffy, studied at The Restaurant No matter what type of establishment customer “reactions” and thus greater School in Philadelphia and went on you own or manage, Bar Rescue and profits. It’s a healthy experiment for to help propel the gastropub the Insider blog are invaluable any business owner. Step back and movement. When he’s not busy resources. While some problems objectively analyze the state of things exploring the culinary arts or aren’t as easily fixed as they appear in your establishment. Emphasize or appearing on TV, Duffy offers advice on TV, Taffer and his team provide a reinforce things that are working and to the readers of Nightclub & Bar’s fresh philosophy and useful change anything that has a negative ‘Bar Rescue Insider’ blog information that every manager effect on the bottom line. (http://www.nightclub.com). His should keep in mind. So keep your Taffer does not turn these bars around ongoing column offers on-premise eyes and ears open, you never know by himself. He has a rotating team of managers useful insight into best if Taffer and his crew will show up experts with the same no-nonsense practices that Duffy has picked up here in New Hampshire…they were approach who assist in the rescues. over his many years in the biz. His just down the road in Framingham articles cover a wide range of topics Massachusetts!

Check your local listings or www.spike.com/shows/bar-rescue to see when Bar Rescue airs next on Spike TV.

12 HeadyTimes v.5 www.amoskeagbeverages.com The Beer GUY Bobbing for Apples by Lew Bryson

As much as I hate category wide open. It turned out to admit it, there there were quite a few people are people who who liked getting their apple just don’t like a day in a glass. beer. (I admit to a And why not! Cider, suspicion that it’s like beer, is a thirst- more that they quenching quaff, and refuse to like beer “Fresh apples and comes in a variety because of some prejudice…but that’s of styles. Cider between them and their palate, so let doesn’t just use the cheese makes a it go.) They don’t like the smell, or the same table apples ‘aftertaste, ‘or some other thing that you see in the just doesn’t make sense to those of us great lunch; add supermarket – they who know beer’s the best. add special apples But only in an esthetic sense. In a that are grown for some cider to sales sense, you can still offer these tartness and tannins folks something other than the – and there’s a lot liven it up a bit!” ubiquitous glass of white wine, you can do with something that comes in beer sugars and yeasts. Try strength, in a pint glass or 12 oz. an Angry Orchard, which bottle or can, something that will has many varieties including allow them to fit right in with their their new Cinnful Apple. You friends. Its cider: fizzy, pale, 4-5% don’t even have to use apples; and quite refreshing. Don’t overlook it Woodchuck Pumpkin Cider is a in your offerings. deliciously different drink, and they also have added raspberries to their What we call “hard cider” is called apple cider. Even the FMBs are on simply “cider” all through Europe board with the trend. Mike’s Hard (where it’s not called “apple wine”). Lemonade recently released their “Hard” cider is a leftover from Smashed Apple Cider, available in Temperance days, when Dry both crisp and dry flavors, while crusaders attacked this favorite drink Smirnoff Ice Sparkling Crisp Apple of President John Adams and will be available in September. convinced many farmers to cut down their orchards. Those who wanted to This is apple season, of course; the keep drinking called the fresh juice, harvest is coming in, and you’ll see all pressed from apples, “cider,” to different kinds of apples in the bins placate the crazies, and called it at farm stores and markets. People “hard cider” when it had been are cooking with apples (and sweet allowed to “work.” That kind of cider), and that’s a great opportunity home-made hard cider is ‘hard’ to to feature cider with your menu. find these days, as most orchard It’s easy to do. Just think of what you ciders are pasteurized now, which pair apples with, and you’ve got a kills the natural yeasts found on the cider pairing. Roast pork with apples’ skins. apples and pork chops with That’s where our friends at applesauce lead you to the perfect Woodchuck, Crispin and so on come pork pairing, try it with a local in. Over the past 15 years, they’ve Harpoon Cider or a McKenzie’s revived the old American tradition of Black Cherry Cider. Fresh apples cider, along with help from imports and cheese makes a great lunch; like Magners, blowing a tiny add some cider to liven it up a bit!

www.amoskeagbeverages.com HeadyTimes v.5 13 510 Hall Street Bow, NH 03304-3105

Amoskeag Beverages Joins The Boston One Fund Effort Merrimack Ten Pin was proud to partner with Amoskeag Beverages and the Boston Beer Company to raise money and awareness for the Boston One Fund which donates money to the victims and families affected by the Boston Marathon tragedy. Over 100 bowlers filled all 28 lanes at Merrimack Ten Pin, a fully equipped USBA sanctioned bowling center located in Merrimack, NH. $3,500 was raised at the event where happy bowlers hit the lanes, participated in raffles and enjoyed a vast array of cold beer and snacks.