The Return of Boston Beer
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Summer 2018 | V.99 ORIGLIO BEVERAGE THE RETURN OF BOSTON BEER Delivering Excellence Seasonals Rethinking Retail New Products Programs CAPE MAY BREWING CO. | SUMMER SELECTIONS | CHANGING THE DEFINITION OF BEER WHOLESALER Letter toTHE TRADE Oh, the Places You’ll Drink. UMMER IS A THIRSTY SEASON, ONE FOR WHICH BEER IS In This tailor-made. Delicious and refreshing, beer is a great way ISSUE Sto unwind after (or during) a long, hot day. Even better, the finest brews rarely set anyone back more than a few bucks, unlike many cocktails. From wheat and fruit beers to summer Delivering the ales, brisk lagers, shandies, shrubs and much more… the Taste of Excellence ...............1 possibilities are seemingly endless. So what exactly is summer beer? Cover Story .........................2 “The idea of brewing beers to match the seasons actually dates back centuries,” says Samuel Adams brewer Jennifer Glanville. “Brewers used the freshest Brewer Highlight .................4 ingredients on hand, from fruits to herbs and spices, which reflected the flavor of the season.” Trenton Road Take Out ........5 Beyond the obvious flavors, today’s summer beers can be anything from a pilsner (Yuengling Golden Pilsner) to a kölsch (Straub Tight Lines) to a Spruce Street Harbor Park ...6 farmhouse IPA (Evil Genius Shut Up, Meg!). New Products .....................7 Drinkers want something “summery”. Seasonal Selections .......... 11 Available Year-Round For years, the most famous American summer beer was Samuel Adams Perfect for the Season ....... 15 Summer Ale. First released in 1996, it’s a wonderful, light, wheat ale. As with so many products from Boston Beer, it was revolutionary and a topic we explore Programs ......................... 16 in our cover story “The Return of Boston Beer Would Make Namesake Sam Adams Proud”. Instead of just simulating citrus flavors via hops and grains, the Rethinking Retail .............. 21 company’s recipe called for actual lemon peel and grains of paradise, ushering in a new era. By the early 2000s, most breweries made a summer beer, and like Sam Web ordering is now available to Summer, most added citrus (or citrus flavors) to them. all Origlio Beverage customers. “I think any beer you could happily be drinking at a BBQ, outside, with friends To place your beer order online, would qualify,” says Ed Friedland, Craft & Specialty Brand Manager at Origlio. “It contact your Origlio sales rep today! has to have enough flavor so you can enjoy it cold; bitter enough to be refreshing, but not too dry; something with a hint of sourness can be nice, too.” He paused, To receive weekly emails then laughed. “I’m not sure ‘summer beer’ is a real category. But who cares?” of upcoming releases from Origlio Beverage, please send Clearly, drinkers want something “summery”. I take that to be something your email address and the sessionable and refreshing, but ultimately what constitutes a summer beer is name of your account to totally up for interpretation. It’s less a distinct style and more a feeling of what [email protected] or makes you happy when the hot sun is on your face and the sand is tickling your text ORIGLIOBLAST to 22828. toes. In that spirit, this edition of Heady Times offers countless possibilities, whether the word “summer” appears on the label or not. As ever, I thank you for your patronage and wish you every success. Sincerely, ® Heady Times is published five times a year, courtesy Dominic Origlio of Origlio Beverage. President DeliveringTHE TASTE OF EXCELLENCE Find Out More About Origlio’s Employees Benjamin Isopi Jr. Delivery Service Representative How long have you been with Origlio Beverage? 11 years. What areas do you service? I serve on-premise customers in the West Philly and University City areas of Philadelphia. How do you provide the best service to your customers? I communicate with my customers, routinely asking questions that will help me understand their expectations. And when things don’t go my way, I always maintain a professional demeanor. What do you like to do when you’re not working? When I’m not at work, I’m with my family or my friends. I also love to fish in my free time. If you could be anywhere, drinking any beer, where would you be and what beer would you have in your hand? I’d be in the Pocono Mountains, drinking an ice-cold Coors Light. Caryn Griffith Director of Human Resources How long have you been with Origlio Beverage? Seven months. What does your job entail? Managing human capital, employee training & development, labor & employee relations, compensation & benefits and compliance. What do you like most about your job? The employees. They have a What do you like to do when you’re not work hard/play hard mentality and I believe that makes for a fun work working? Drink wine… I mean BEER! (Am environment. I also feel really good when I can leave work knowing I was I allowed to say that?) I love to travel and able to help someone. I love the challenges this position offers me. take long bike rides through Valley Forge Park with my fiancé. I spend at least one What does it take to be a top-notch HR Director? You need to enjoy day a week with my family and one evening what you do and have fun, while achieving results. That’s my motto. dining with my girlfriends. Lately I’ve really I like getting to know about people’s lives in and outside of work, in enjoyed hot yoga… Namaste. order to best meet their needs. I aim to be a respectful and loyal team player. Culture has always been important to me, so I work with my If you could be anywhere drinking any team to align our goals with the overall company vision. It’s crucial to be beer, where would you be and what beer proactive as an HR leader and my goal is to maintain Origlio’s reputation would be in your hand? I LOVE a cold for being a great place to work. Let’s face it, many of us spend more Corona Light with lime, particularly with my time at work than with our families! That said, I find it very important to feet in the sand, listening to the sound of always find the next best way to enrich the workplace. the ocean. www.origlio.com HeadyTimes v.99 1 CoverSTORY The Return of Boston Beer Would Make Namesake Sam Adams Proud The company that introduced America to craft beer is back on top, thanks to some revolutionary ideas. OU CAN’T EXPECT TO BE AT THE CENTER OF THE AMERICAN fermented fruit.” After beer scene for over three decades without hitting a few speed experimenting with Y bumps. With depletions and shipments both down double-digits small batches at the in 2017, Boston Beer, the maker of Sam Adams and Twisted Tea, Angry Orchard Cidery has come roaring back thanks to key innovations that have delighted in New York’s Hudson consumers. This past April, Boston River Valley, Burk Beer’s earnings for the first quarter of and company finally 2018 showed a dramatic turnaround. found that perfect This company, regarded by many as balance, one that has the catalyst for the American craft really resonated with beer revolution, has posted double- cider fans. “We’re digit revenue and shipment growth – very happy with the topping 15%. reception that [Angry Orchard] Rosé has had What has driven this feverish growth? with our drinkers and In one word: innovation. Boston Beer’s this early excitement mission has always been to bring Sam Adams brewer Jennifer Glanville is a testament to all the finest example of any product to the hard work that went into developing consumers across the country, like the this recipe.” sessionable and refreshing Sam ’76 and Sam Adams New England IPA, the company’s take on the hottest, Sam ’76 was the result of similar, outside- hazy IPA style. Then there are Angry Orchard ciders and all the new, hard the-box thinking, that ultimately paid off. seltzers & flavored malt beverages (FMBs) from Truly and Twisted Tea. “Our goal was to create something that hadn’t been done before,” says Samuel The stars have all aligned and Boston Beer’s Adams brewer Jennifer Glanville. “We innovative portfolio appeals to a variety of legal age wanted to create something incredibly consumers – not just beer drinkers, so the upside for flavorful and aromatic, yet completely growth is huge. refreshing; a beer that really combines the Angry Orchard’s big bet for 2018, its new Rosé Cider, best of both [lager and ale] worlds.” After is the number one innovative product in the malt- experimenting for more than a year and based beverage space, a category that includes beer testing over 60 iterations, Glanville and her as well as ciders and FMBs. The number two product team created Sam ’76. innovation? That would be Sam ’76, Sam Adam’s new Risk taking, in the name of striking gold ale/lager hybrid that was introduced earlier with a new style or product launch, is in this year. Sam Adams has also entered Boston Beer’s DNA. And it is what has the white-hot, hazy IPA category with their led to their recent success. “We’re always New England IPA, a medium-bodied, looking for ways to innovate and dream up unfiltered beer featuring a big punch of the next beer or beer style, like we did with citrus juiciness. Sam ’76,” Glanville says. “It’s what drives All three releases, which many thought us and keeps our skills sharp.” were risky moves, have resonated But it’s not only Sam and Angry Orchard’s with consumers, especially younger innovative streak that is leading the charge demographics.