Diageo Beer Co

Fall 2018 | V.100

NUNO

TELESDIAGEO BEER CO.

Delivering Excellence Seasonals Rethinking Retail New Products Programs CANADIAN-BORN LABATT TO BREW IN USA | FALL SELECTIONS | DRAUGHT QUALITY Letter toTHE TRADE One Hundred Issues of Heady Times In This Yikes… We Almost Missed It IVE TIMES A YEAR ORIGLIO PUBLISHES HEADY TIMES. SO ISSUE much goes into creating the publication that the last thing we F pay attention to is the volume number found at the top of each magazine’s cover. Our graphic artist – Karen Schmidt, who in case you Delivering the haven’t noticed does a fantastic job, just changes it automatically. Thankfully, she �� told us that this issue is number 100, which is kind of a big deal to us. Taste of Excellence 1 We scanned a copy of volume one – all four pages of it – and sent it to some folks here at Origlio. (The front cover and a timeline showing how Heady Times has Cover Story ��2 changed are on pages 14 & 15.) Even we had to laugh, and not just at the simple black & white graphics. The message of that first cover story written back in 1994, “Crafted Beer Taking Off”, sounds a lot like the content we publish today… Brewer Highlight ��4 • Beer is an honorable beverage. • It pairs better with most foods than wine. Hokey Beverage ��5 • There’s a beer for every palate, even wine drinkers.

• Women drink beer and it doesn’t have to be pink. Primanti Bros. Lancaster ��6 • Price, while a factor, isn’t as important as perceived value. The mental calculation is more like, how much quality am I getting for my money? �� • Women purchase beer for themselves and others, but they make selections New Products 7 based on information like style, flavor, ABV and food pairings. Gee whiz! That info is on our free, downloadable shelf talkers available at origlio.com. Seasonal Selections ��9 So after perusing this 100th edition of Heady Times, I can imagine a store clerk or bartender having this conversation… Retailer: Hello, Michael. (Or Michelle, a.k.a. the customer). What did you think Heady Times at 100 �� 14 of the Evil Genius I’ll Have What She’s Having? Customer: We cracked one open Tuesday night after the Phillies beat the Mets. Programs �� 20 The chocolate and hazelnut flavors were amazing. We usually shy away from those really dark beers, but it was great. Now I’m thinking we should try Ballast Point Victory at Sea. What do you think? Rethinking Retail �� 29 Retailer: I think you’ll like it. It’s smooth with just the right amount of sweetness. And you drink coffee, right? This one is made with cold brewed coffee from a roaster near Ballast Point’s San Diego brewery. Want to try one now? Customer: Not right now. I’m driving. How about Jack-O Traveler? It’s sessionable (4.4% ABV) and I’m thirstier than I thought! Oh, and before I go, remind me to get a 6-pack of Stoudts Oktoberfest. Retailer: You got it. Stoudts does a great job with German-style beers. Did I tell you that my neighbor serves Jack-O Traveler with a shot of spiced rum? The glass was rimmed with sugar and cinnamon. Yadda, Yadda, Yadda. You get the idea. That was my not-so-subtle way of showing you that all of us at Origlio Beverage work hard to give you all the tools you need to close the deal, right at your fingertips.

By the way, these four beers can be found in “Seasonal Selections”, beginning ® on page 9. Sincerely,

Heady Times is published five times a year, courtesy of Origlio Beverage. Dominic Origlio President DeliveringTHE TASTE OF EXCELLENCE Find Out More About Origlio – Reading’s Employees Kevin Weber Delivery Service Representative How long have you been with Origlio Beverage – Reading? 8 years. What area do you service? Southern Berks County. How do you provide the best service to your customers? I take their needs into consideration when making deliveries. I do whatever needs to be done to make everybody happy. What do you like to do when you’re not working? I like to spend time in my workshop tinkering with electro-mechanical doodads. If you could be anywhere, drinking any beer, where would you be and what beer would you have in your hand? I’m not a huge beer drinker, but I’d be on my back deck drinking a Weyerbacher Tiny.

Rob Wagner Warehouse Manager How long have you been with Origlio Beverage – Reading? 24 years. What other positions have you held in the company? I’ve spent time as a driver, warehouseman, supervisor, operations manager, salesman and now warehouse manager. What is the best thing about your job? The people that I’ve had the pleasure of working for and with over the last 24 years. What does your current job entail? Overseeing the entire warehouse. What does it take to make sure your department runs smoothly on a day-to-day basis? Patience, understanding and making sure I have the right people in the right place to get the job done. If you could be anywhere in the world, What do you like to do when you’re not working? I like to spend time drinking any beer, where would you be with my family, coach softball, go to MLB games (Go Nats!), relax by the and what would you be drinking? I’d be pool and do yard work. in Tahiti, drinking an ice-cold Pacifico.

www.origlio.com HeadyTimes v.100 1 CoverSTORY Under New Management Nuno Teles Takes the Reins for Guinness & Smirnoff Ice in the USA HEN IT WAS ANNOUNCED IN And with the upcoming August opening of February that Nuno Teles, former the new Guinness Open Gate Brewery and W Chief Marketing Officer at Heineken Barrel House in Maryland, Diageo has the USA, had been tapped to be Diageo Beer Co. perfect opportunity to showcase beers like USA’s next president, the industry consensus Guinness Blonde and experimental brews was that the new hire was a homerun. With to American drinkers, who have a reputation fourteen years of international experience for trying new and bold beers. “The U.S. in Portugal, the Netherlands, Brazil and is certainly one of the most dynamic and America, Teles brings a unique skillset to exciting beer markets in the world right now, a portfolio that has already seen net sales and our whole operation in Maryland is grow at a considerable clip. In his arsenal geared toward innovation,” explains Teles. Nuno Teles holding iconic Guinness Gilroy poster are two of the industry’s most trusted brands “Since we have three brewhouses on site (Guinness and Smirnoff Ice), authentic stories about quality and heritage in Maryland, we really have the liberty to and consistent programming in both the on and off-premise. try out some interesting stuff, especially through barrel-aged brewing.” Heady Times sat down with Teles for an exclusive interview to learn more about what he sees on the horizon and how he plans to build upon his brands’ momentum. ’m joining Diageo Beer Co. at an incredible time,” says Teles, who spent more than a decade working his way up Heineken’s ranks. “Over “Ithe past four years, Diageo has grown considerably, with Diageo Beer Co. USA net sales growing 4.4% in [the first half of 2018].” But with all this success, Teles maintains that to continue this growth, his team “must focus on building momentum in a sustainable way.” Of course, challenges persist. Especially in today’s beer market, as we’re seeing more breweries Visitors to the new Guinness Open Gate Brewery and Barrel House pop up every day. Whereas other brands might can sample experimental brews see this as a threat, Teles sees opportunity. “Consumers are looking for great-tasting beer This distinction is important to Teles and with provenance, heritage and storytelling. Diageo, as they have no plans to brew Guinness has stood the test of time, as they’ve their world-famous stouts at the Maryland been brewing great beers for 259 years.” The data location. “All the Guinness stouts that supports Teles’ claim. While many on-premise Americans have come to accounts are in the grip of “rotation nation” fever, love will still be brewed Guinness Draught remains one of the strongest tap handles in the in Dublin.” The new business, with lasting power and consistency that other brands would, brewery will be home quite frankly, kill for. to Guinness Blonde, as well as “some pretty “The way we view it is, brands don’t stick around for more than two exciting releases that centuries without being loved,” says Teles. “We’ve found that people like you wouldn’t necessarily to feel connected to the beer they’re drinking. So, when they’re reaching expect from Guinness.” for a pint of Guinness, they’re not just getting a beer, they’re also Guinness Blonde itself reminded of the roots, heritage and history that come along with it.” has been an important initiative for Teles It’s true that when people think of Guinness, most and his team. Whereas some American think of Guinness Draught. But what even the most drinkers might be unenthusiastic about ardent beer fan might not know, is that Guinness stouts, and associate Guinness solely with Draught, as we know it today, was not available until those dark, roasty styles, Guinness Blonde 1959. In the years before Guinness Draught caught creates a new opportunity. With Guinness fire, the brewers made their name creating many Blonde, retailers can now play off the different porters and stouts. Innovative craft brewing reliability of the Guinness brand name, has always been in Guinness’ DNA and Teles believes and sell an American lager style that is that tapping back into the company’s creative roots is Guinness’ world-famous stouts are much more recognizable and accessible to brewed in Ireland one of the ways Diageo stays ahead of the game. beer drinkers on this side of the pond. 2 HeadyTimes v.100 www.origlio.com CoverSTORY What’s New for Diageo? With some of the most familiar and recognizable brands in the industry, Diageo continues to push the envelope with new products. Here are just a few of their new and innovative offerings.

Smirnoff Raspberry Rosé Spiked Sparkling Seltzer “We are a leader in hard seltzer and Smirnoff Flavored Malt Beverages, the segment is absolutely on fire,” says another cornerstone of Diageo’s portfolio, Nuno Teles. On developing their new are continuing to dominate a category Raspberry Rosé Spiked Sparkling Seltzer, that increasingly has a long, bright future. Teles says, “We know from experience “Smirnoff Ice was one of the originators that people look for flavorful drinks, so of the [FMB] category and is still growing for the seltzer segment, we will continue volume and share, as it’s currently the #2 to bring on-trend and innovative flavors.” FMB brand,” says Teles. Diageo’s strategy with Smirnoff FMBs remains the same, bring value to consumers with quality liquids and a brand they trust. That simple yet hyper-focused game plan has won the hearts (and stomachs) of many new Guinness Gilroy Cans customers. “As we launch new products, we’ve seen our consumer base expand Guinness’ beloved Gilroy cans will and become more diverse, which is return this fall. This year’s 14.9 oz exciting. We’ve evolved to a more even cans, adorned with a celebration of split between male and female drinkers, Guinness’ rich history, will feature and with seltzers, we’re attracting new ostrich artwork from the 1930s. consumers who may be focused on being mindful of things like calories and carbs.” This year Teles and his team launched a new brand: Smirnoff Ice Smash. With flavors like Lemon+Lime, Peach+Mango Harp Redesign and Screwdriver, these 23.5 oz. cans are familiar flavor combos dialed up (8% ABV) Diageo’s traditional pale to wind up for a party or wind down at the lager is getting a brand-new end of the day. “With such high demand look! The new graphics and for higher-ABV, single serve cans, we think tasting notes featured on the Smash has fantastic potential,” says Teles. package are sure to engage “The can format opens up a new occasion and attract new consumers. for consumers looking for convenience.” With renowned brands like Guinness and Smirnoff, consistent programming and authentic stories about quality and heritage, Teles is set to deliver on Diageo Beer Co.’s high ambitions. “We’re a leader,” says Teles. “For us, the secret to success is to continue to do what we’ve done since 1759, which is to make great products and share our story.”

www.origlio.com HeadyTimes v.100 3 BrewerHIGHLIGHT Canadian-Born Labatt to Brew in USA HE LABATT BREWING COMPANY WAS FIRST FORMED IN CANADA 5. Labatt USA, under parent company in 1847. In a letter to his wife, John Labatt first recorded his love North American Breweries, is the T of beer: “I have been considering this brewing affair for some time exclusive importer of the Labatt family of and think it would suit me better than anything else.” And he was right. brands, including Labatt Blue, Labatt Blue Light, Labatt Blue Light Lime, Now, 165 years after the brewery was founded, Labatt is beginning a new Labatt Premiere, Labatt NA, Labatt venture with the development of the Labatt USA Pilot Brewery in Buffalo, NY, Ice and more. where Labatt USA has been headquartered for more than a decade. “The Labatt Brew House marks a new era for Labatt beer. For the first time, we 6. Labatt Blue won first place at the World have a destination where we develop beer alongside our most passionate Beer Cup three different years: 1958, consumers who will influence the styles and variety of beers we create,” 1998 and 2003. said Brinn Johnson, director of retail strategy and business development, for 7. Labatt USA is a triple bottom line Labatt USA. The brew house (artist rendering shown below) will offer styles company that prioritizes people, planet outside of the beloved Labatt Blue and Labatt Blue Light, including an IPA and profit to drive its business, reduce and other popular beer styles. Consumers will be able to give feedback on environmental footprints and impact the beers available at the Brew House and influence the styles that Labatt the community. Labatt USA has been a may roll out on a wider scale. partner of the Global Waterkeeper Alliance Now that you know about Labatt USA’s current and has made investments in local endeavors, here are a few notable points from Labatt’s chapters along the Great Lakes region exceeding $100,000 this year alone. long, storied history: 8. Labatt USA has honored its Canadian 1. Labatt survived Canadian Prohibition from 1915 to 1927 by producing roots as a proud partner of USA Hockey full-strength beer for export south of the border and by introducing two for more than 10 years. They also “temperance ales” (brews with less than two percent alcohol) for sale sponsor more than ten pond hockey in Ontario. tournaments across the country each 2. John Labatt even survived a kidnapping by gangsters in 1934. Three year, including the U.S. Pond Hockey days later, he was released unharmed at Toronto’s Royal York Hotel. Tournament, which draws more than 50,000 spectators from across 3. In 1951, Labatt launched Pilsener Lager, setting the trend for lager the country. beers in Canada. The beer was nicknamed “Blue” for the color of its label and the company’s support of Winnipeg’s Canadian Football 9. Beginning in 2015, Labatt Blue League (CFL) franchise, the Manitoba Blue Bombers. became the official Canadian import beer of the Philadelphia Flyers! 4. That same year, the beer was imported into the USA and Labatt USA was formed. Today, Labatt Blue is America’s top-selling Canadian beer.

4 HeadyTimes v.100 www.origlio.com Off-PremiseSPOTLIGHT Hokey Beverage Hokey Beverage Reopens its Doors N A QUIET STREET CORNER IN WHITEHALL, HOKEY BEVERAGE IS once again serving the community. With a refreshed attitude and Olots of enthusiasm, new owner Berny LoBaido, along with manager Karen Pitts, have brought this beer shop back to life and are determined to make it better than ever. This is one shop where you can get world- class beers with a small-town feel. Heady Times (HT): How did you get into this business? Berny LoBaido (BL): We’re restaurant people; I was a chef and Karen was my restaurant manager. After buying this property, we looked into Karen Pitts and Berny LoBaido of Hokey Beverage making it a café or ice cream shop, but there would have been issues with parking. Locals kept asking if we were reopening Hokey Beverage, the beer distributor that had been here for 55 years, so we decided to go with it. HT: So it’s safe to say you’ve been welcomed by the community? Karen Pitts (KP): Yes, this town has such a great small community atmosphere. Almost every customer we meet tells us they live “just down the block”. They feel like this is their shop. BL: In the short amount of time we’ve been open, we’ve gotten to know so many of our customers, which makes for nice camaraderie over the counter. KP: It’s almost like the TV show Cheers! HT: What experience or knowledge did you bring from the restaurant industry to the retail store? BL: Definitely customer relations – the restaurant industry was losing that. When a restaurant gets a liquor license, the quality of food tends to go down because they can make a majority of their money on alcoholic beverages. Our restaurant was BYOB so we could really focus on the quality of our food and our interactions with customers. Another aspect we have a focus on is serving a wide range of customers. It’s important to us to have a large variety of styles, packages and a range of price points so there is something for everyone.

HT: Do you use any technology to inform the community that were customer requests or brands we knew Hokey Beverage is up and running again? were popular. The first keg we went through KP: We use social media, mostly Facebook. We went old school and had was 2SP St. Seditious. It’s all about finding a kid handing out fliers around town when we first opened. a balance between semi-rare beers and things you won’t get stuck with. If something BL: We also have a following from our restaurant, and Hokey Beverage is slower moving, we try to sample it out. still had a customer base from the years it was in business. HT: What sells well here? BL: Coors products, a lot of Corona and craft beer, especially Dogfish. If there’s something we don’t have, we’ll order it; no deposit required. We’ve probably already had 75-100 special orders since we opened in May. KP: The growler and crowler station has also been very popular here; it’s big with millennials. HT: How do you decide which beers to offer for growler/crowler fills? BL: We’ll give everything a chance, but we like to stick with things that aren’t available in bottles or cans. A lot of beers we have featured so far

HokeyBeverage.com • 3144 N Front St., Whitehall • 610-443-0470

www.origlio.com HeadyTimes v.100 5 On-PremiseSPOTLIGHT Primanti Bros. Lancaster RIMANTI BROS. HAS COME A LONG WAY SINCE IT BEGAN as a modest sandwich business in Pittsburgh during the Great P Depression. What started with one man selling hearty sandwiches to hungry truckers is now a nearly 50 location operation. But what sets their one-year-old location in Lancaster apart is general manager, or “head coach” in Primanti Bros. lingo, Matt Peterman. A 15-year veteran of the restaurant industry, Peterman has been working tirelessly to ensure this establishment caters to families, foodies and sports fans alike. Heady Times (HT): What is the best-selling item on your menu? Matt Peterman (MP): Our signature sandwich, which Primanti Bros. has Matt Peterman (a.k.a. Pepper) of Primanti Bros. Lancaster been making for over 85 years. It consists of fresh-baked Italian bread, your choice of meat, Provolone cheese, fresh cut French fries, house- made coleslaw and tomatoes. HT: Which beers do you think pair best with your menu? MP: Probably a traditional pilsner or something else light and refreshing. Our portions will fill you up, so a beer on the lighter side would be best. HT: Tell us about your beer lineup. MP: We have 24 draught lines and carry a wide range of products, everything from standard domestics like Coors Light and Miller Lite to local crafts like Spring House and Evil Genius. We’re known for our happy hours, when all alcoholic beverages are half price. HT: Is the evening usually your busiest time? MP: Yes, weeknights around dinner time are busiest. The whole family can come out for dinner, mom and dad can both have a drink during happy hour and it’s like they only pay for one. On Saturdays, we have a late night happy hour with karaoke, which is also pretty popular. HT: What else do you do to bring people in? MP: We host NFL draft parties. For around $10 per person, they’ll get a sandwich, unlimited nachos, draft board stickers and usually some sort of prize. 8-10 people will set up at a table and bring their laptops to draft their Fantasy Football team. Last year we hosted around 50 draft parties. Speaking of football, obviously we are a Steelers bar, being that Primanti Bros. originated in Pittsburgh. But we are in Eagles country here and we cater to everyone. We have 27 TVs and surround sound, so it’s a good spot to watch a game. This is also the official meeting spot of the ennP State Alumni Association Lancaster chapter. There’s a lot of local Penn State support; they’ll come out to watch any sport here!

PrimantiBros.com • 1659 Lititz Pike, Lancaster • 717-945-5959

6 HeadyTimes v.100 www.origlio.com NewPRODUCTS Samuel Adams New England White Claw Hard Seltzer Mango IPA 12 oz. Cans White Claw Hard Seltzer’s newest flavor In addition to 16 oz. cans and draught, features an exceptionally clean, fresh, ripe New England IPA will soon be available mango aroma. The taste has a hint of in 12 oz. cans (six and 12-packs)! New juicy, ripe mango paired with invigorating England IPAs are purposely unfiltered, carbonation. The finish is crisp and clean. providing a burst of fruited hop aroma ABV: 5% Package: 12 oz. cans only and luscious mouth feel. Sam Adams’ Availability: Year‑round, version has a delightful, citrusy hop flavor beginning in October that isn’t overly bitter, with a clean, smooth finish that in Lancaster, will leave drinkers wanting another sip. ABV: 6.8% Berks, Lehigh and Availability: Year‑round, beginning in August in Berks, Northampton Counties Lehigh and Northampton Counties

Truly Spiked & Sparkling Rosé Mike’s Hard 2/12 Can Variety Truly Spiked & Sparkling is giving drinkers Pack Refresh a whole new way to rosé! With a hint of With summer rosé flavor, the pink hue you know and in the rearview love and less sugar than many rosé wines, mirror, Mike’s is Truly Rosé is sparkling, fun and available taking the time in a ready-for-anything slim can. It’s meant to re-design to be enjoyed all day long – from beach their Flavors of to bar – without sacrificing refreshment, America package, great taste or your wellness routine. which features ABV: 5% Package: 12 oz. slim cans only Lemonade, Availability: Now, year‑round in Berks, Black Cherry, Lehigh and Northampton Counties Strawberry and Peach, to give it a more consistent, less seasonal look. Mike’s Hard Lemonade is the #1 FMB in the Victoria 32 oz. Bottles food channel, and Mike’s Variety Pack cans are Victoria 32 oz. bottles launched in just a delivering profits at retail +36.7% in dollar sales handful of states in 2017 and quickly vaulted and +31.5% in volume sales CYTD through June. to the No. 4 national new single serve in SKU Availability: Year‑round, beginning in September in volume sales even with limited distribution. Lancaster, Berks, Lehigh and Northampton Counties That kind of early success is just one of many reasons they were launched nationally Harp Lager Redesign in March 2018. Harp Lager has a new look! The new Harp six and Robust Spanish language media – including 12-pack packaging includes sharp, new graphics and a 32 oz.-specific TV spot, new radio and prominent tasting notes to engage and attract new social media/digital video – unique POS, consumers. Availability: Year‑round, beginning in merchandising display and graphic templates August in Lancaster and Berks Counties have all been rolled out and are available to help support the expansion of Victoria 32 oz. bottles in the greater Philadelphia area. Even before that type of comprehensive support was available, the Victoria 32 oz. bottles were averaging four cases sold per account (and accelerating) in those initial states that received the package. Simply put, great opportunity exists with this package. Availability: Now, year‑round in Lancaster, Berks, Lehigh and Northampton Counties

www.origlio.com HeadyTimes v.100 7 NewPRODUCTS Woodchuck Bubbly Rosé Lionshead This bubbly, fruit-forward, blush Belgian White Ale cider is made with a blend of red This ale has a revitalizing citrus presence apples, delivering a crisp, smooth due to the addition of sweet and finish. ABV: 6.1% Package: 12 oz. bitter orange peels. The balancing hop cans only Availability: Year‑round, character is exclusively Czech Saaz, true beginning in August in Lancaster and to the origin of this style. A hint of Berks Counties coriander spice can be found not only in the nose, but also Woodchuck in the beer’s finish. ABV: 5% Bubbly Pearsecco Package: 12 oz. cans only Availability: Now, year‑round Inspired by sparkling wine, this dry in Lancaster, Berks, Lehigh pear cider is full of bubbles, with and Northampton Counties a clean, crisp finish. ABV: 6.1% Package: 12 oz. cans only Availability: Year‑round, beginning in August in Lancaster and Long Trail Cranberry Gose Berks Counties 12 oz. Cans Long Trail’s fruit-filled, German-style gose is now available in cans! This refreshingly tart, effervescent ale takes you from bog to barrel in one sip. ABV: 5.2% Availability: Now, year‑round in Lancaster, Berks, Lehigh and Northampton Counties Pabst Blue Ribbon Easy Pabst Blue Ribbon Easy is an easy-to- drink, authentic brand that taps into the needs of the next generation, multi- cultural, health-conscious, beer-drinking consumer. ABV: 3.8% Packages: 12 Shiner Wicked Juicy and 16 oz. cans Availability: Year‑round, This juicy IPA is wicked in all the right beginning in September in Berks County ways. It’s dry hopped, unfiltered and bursting with tropical Citra hops for a bright, juicy kick of citrusy flavors. The result is a deliciously full-bodied brew Crispin Rosé Slim Cans that’s just waiting to be popped open. ABV: 5.7% Package: 12 oz. cans only Crisp fall weather calls for the fresh, fruity taste of Availability: Year‑round, beginning in rosé. And now drinkers can enjoy Crispin Rosé Hard September in Lancaster, Berks, Lehigh Cider at even more places with the new 12 oz. slim and Northampton Counties cans. Whether you’re at the park, in a stadium or just relaxing on a patio, these cans are the perfect pairing for your outdoor occasion. ABV: 5% Availability: Now, year‑round in Lancaster and Berks Counties

8 HeadyTimes v.100 www.origlio.com SeasonalSELECTIONS When Demand Exceeds Supply Blue Moon Harvest Pumpkin Wheat Many of our craft seasonal and specialty releases are available in limited or extremely limited quantities. Nationally recognized as a seasonal Breweries only produce a certain amount of their specialty favorite, Harvest Pumpkin Wheat returns beers and Origlio Beverage does all they can to get as much with the autumn flavors we’ve all grown product as possible. In addition, this publication is compiled to love. Crafted with real pumpkin and months prior to the decision made by the brewery to harvest spices such as cinnamon, nutmeg, allocate their products to the wholesaler. Variations in the clove and allspice, this seasonal favorite production for some of these limited release offerings will delivers a taste any autumn zealot will enjoy. ABV: 5.7% fluctuate, resulting in lower quantities than anticipated. Packages: 12 oz. bottles and draught Availability: August in Lancaster, Berks, Lehigh and Northampton Counties If you are interested in something you see in this publication and it is out of stock when you place your order, please contact your Origlio Sales Representative to Leinenkugel’s Oktoberfest discuss similar options. Leinenkugel’s is tapping into their German heritage Origlio also sends a craft email blast, weekly to inform with their seasonal Oktoberfest. Honoring six customers of seasonal offerings that are available to you generations of German brewing traditions, this immediately and ones that will be in stock soon. Märzen-style beer has a toasted malt flavor and subtle, spicy hop notes that make it perfect for If you are interested in receiving this email please contact celebrating fall. ABV: 5.1% Packages: 12 oz. Jessica Lawrence at [email protected] with your bottles and 12 oz. cans Availability: August in email address. Lancaster and Berks Counties Redd’s Black Cherry Ale Leinenkugel’s Berry Shandy Redd’s Black Cherry Ale is back and ripe Harvest more flavor this season with for the picking. This fan favorite delivers a Leinenkugel’s new Berry Shandy. This crowd- fruit-forward taste with woody tones and pleasing flavor delivers up-front, refreshing, finishes quickly, with a sweet-tart linger. berry sweetness with a subtle citrus finish. Enjoy this season’s limited pick while you ABV: 4.2% Packages: 12 oz. bottles and can! ABV: 5% Packages: 12 oz. bottles 12 & 24 oz. cans Availability: September in and 16 oz. cans Availability: September Lancaster and Berks Counties in Lancaster, Berks, Lehigh and Northampton Counties Leinenkugel’s Fall/Winter Shandy Sampler Redd’s Wicked Sour Apple Keep your shandy season going with This fall, Redd’s is putting a sour twist on the new Leinenkugel’s Shandy Sampler everyone’s favorite seasonal flavor. Wicked Sour Pack. Each 12-pack features a mix of Apple is a fruity ale that delivers a mix of juicy, shandy beers, including: Pomegranate sour apple and woody character, followed by a Shandy, Berry Shandy, Orange Shandy sweet-tart linger. ABV: 8% Packages: 10, 16 and and Grapefruit Shandy, delivering flavor, 24 oz. cans Availability: September in Lancaster, refreshment and something for everyone. Berks, Lehigh and Northampton Counties Availability: September in Lancaster Redd’s Pick More Pack and Berks Counties This season, Redd’s invites Leinenkugel’s consumers to “Pick More” with Fall/Winter Explorer Pack their new 15-pack can variety. At the same price as their Channel your inner explorer and gear up standard 12-pack, the Pick with the new Leinenkugel’s Explorer Pack. More Pack offers even more Each 12-pack features a mix of sessionable refreshing beer for the perfect lagers, including: Leinenkugel’s Original, price. The variety includes: Redd’s Apple, Cranberry Creamy Dark, Northwoods Lager and— and Black Cherry, guaranteeing even more flavor for an Explorer Pack exclusive—Red Lager. everyone. Availability: September in Lancaster, Berks, Availability: September in Lancaster and Berks Counties Lehigh and Northampton Counties www.origlio.com HeadyTimes v.100 9 SeasonalSELECTIONS Samuel Adams Octoberfest Guinness 200th Anniversary In 1810, the Oktoberfest tradition was born when Export Stout Munich celebrated the Crown Prince’s wedding with It’s coming back! And it will be your a special beer and 16-day party. Sam Adams’ last chance to get your hands on take on the style blends hearty malts for a deep, this 200th Anniversary Stout! Smooth smooth flavor with notes of caramel that’s perfect and robust, with a deep roasted for the season, or whatever you’re celebrating. character, this stout is brewed with ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans black patent malt and inspired by the and draught Availability: August in Berks, Lehigh first Guinness import to America in and Northampton Counties 1817. ABV: 6% Package: 12 oz. bottles only Availability: Late August in Lancaster and Samuel Adams Craft Variety Berks Counties Craft drinkers want cans and Sam Adams delivers in their fall can Guinness Gilroy variety pack. The mix includes Ostrich Cans three styles that are sure to More Gilroy imaging is gracing Guinness satisfy: Sam ’76, a perfect union cans to continue the celebration of lager and ale; Red Lager, of Guinness as a brewer with rich a hearty, malt-forward style history. Package: 14.9 oz. cans only whose crimson color matches Availability: August in Lancaster and the foliage and Dunkelweizen, a Berks Counties unique and flavorful, hearty amber wheat beer. Availability: August in Berks, Lehigh and Northampton Counties Guinness Gilroy Toucan Bottles Samuel Adams Beers of Fall Guinness is bringing the Samuel Adams fall bottle Gilroy imaging to 6-pack variety has new, bright, clean bottles for consumers packaging, which will increase to collect and enjoy! visibility and is consistent with Package: 12 oz. bottles core seasonal packaging. This only Availability: August seasonal bottle mix includes in Lancaster and four exclusive beers and Berks Counties two brand new styles, which will appeal to a wide range of drinkers and seasonal occasions. Included in this variety pack are: Boston Lager, Octoberfest, Harvest Pumpkin, Black Lager, Spruce Tip Lager and Coffee Hacker-Pschorr Pale Ale. Availability: August in Berks, Lehigh and Original Oktoberfest Northampton Counties Joseph Pschorr captured the spirit of Jack-O Traveler the first Oktoberfest with a rich, full- bodied amber lager that has come to An alluring wheat beer illuminated be imitated around the world. Hacker- by the tastes of fall, Jack-O Traveler Pschorr Original Oktoberfest strikes a perfect balance between has a nose of black currants bright refreshment and seasonal spice. and earth, with a malt-driven It’s made with real flavor, expertly balanced by pumpkin for a delicious, Hallertau hops. ABV: 5.8% dark-hued, shandy- Packages: 11.2 oz. inspired beer. bottles and draught ABV: 4.4% Package: Draught Availability: August in only Availability: August in Lancaster County Lancaster, Berks, Lehigh and Northampton Counties

10 HeadyTimes v.100 www.origlio.com SeasonalSELECTIONS Ballast Point Grunion Pale Ale Mike’s Hard Grunion Pale Ale wasn’t born on a beach, but Tangerine Lemonade in a backyard. Originating from an employee- Mike’s Hard Tangerine Lemonade only homebrew contest, this award-winning features a classic mix of tangerine hoppy pale ale is named after the tiny local with clementine and mandarin notes, fish known for late night frolics on shore. and of course, lemonade. The taste A pair of new hop varieties lend strong yet is refreshing, juicy and full of citrus balanced summer melon aromas and herbal flavor. The combination of fresh flavors, while a soft caramel malt sweetness tangerines and lemonade tartness holds it all together. ABV: 5.5% Packages: 12 oz. cans delivers a nice, clean finish with just and draught Availability: August in Berks, Lehigh and the right balance of sweetness and Northampton Counties citrus. ABV: 5% Package: 11.2 oz. bottles only Ballast Point Availability: September in Spruce Tip Sculpin IPA Lancaster, Berks, Lehigh and Northampton Counties Ballast Point’s flagship Sculpin IPA shows its complexity in this limited-edition Mike’s HARDER Pineapple Punch Spruce Tip. For a different twist on their trademark IPA, Ballast Point added Mike’s HARDER limited-edition Pineapple fresh Oregon spruce tips that contribute Punch has a beautiful pineapple and rum a unique, piney, citrus and woody aroma with hints of coconut and nutmeg. character on the nose. Plus, their flavor The taste is smooth, with refreshing notes of red berry, lemon and wine pineapple and tropical rum, balanced by grapes perfectly complement the hop profile. This is a the citrus of Mike’s classic lemon that you standout in a forest of IPAs. ABV: 7% Packages: 12 oz. know and love. HARDER Pineapple Punch bottles and draught Availability: October in Berks, finishes clean, with tropical coconut notes. Lehigh and Northampton Counties ABV: 8% Package: 16 oz. cans only Availability: October in Lancaster, Berks, Lehigh and Ballast Point Northampton Counties Pumpkin Down Scottish Ale Mike’s HARDER Prickly Pear The caramel and toffee maltiness of Ballast Point’s Piper Down Scottish Mike’s HARDER limited-edition Prickly Pear Ale is the perfect backdrop for a is a beautiful, dark red color, typical of ripe boatload of roasted pumpkin. Just prickly pears, with an aroma that combines before bottling, a subtle amount of prickly pear, bosc pear and citrus. The spice is added to complement, but taste is authentic pears, and the finish is not overwhelm, the earthy flavor. light, refreshing and clean. You don’t want ABV: 5.8% Package: Draught only to miss this one – get it before it’s gone! Availability: September in Berks, ABV: 8% Package: 23.5 oz. cans only Lehigh and Northampton Counties Availability: October in Lancaster, Berks, Lehigh and Northampton Counties Ballast Point Victory at Sea Imperial Porter Not Your Father’s Victory at Sea is a bold, smooth Hazy Orange brew with just the right amount of sweetness. This robust, Imperial porter Not Your Father’s Hazy Orange delivers a bright is infused with vanilla and San Diego’s burst of citrus made with natural orange own Caffe Calabria coffee beans. The subtle, roasted juice concentrate. The good stuff. Just tilt to notes and minimal acidity of the cold brewed coffee mix, sip & let that sunny feeling wash over balances perfectly with the sweet, caramel undertones you. ABV: 5.9% Package: 12 oz. bottles of the malt, creating a winning combination for your only Availability: Now! in Lancaster and palate. ABV: 10% Packages: 12 oz. bottles and Berks Counties draught Availability: October in Berks, Lehigh and Northampton Counties www.origlio.com HeadyTimes v.100 11 SeasonalSELECTIONS Dogfish Head Punkin Ale Evil Genius Trick or Treat A full-bodied brown ale, Punkin Ale Trick or Treat is a full-bodied pumpkin porter is brewed with real pumpkin, brewed with chocolate and spices. This is not brown sugar, allspice, your typical pumpkin beer by any means. To nutmeg and create this beer, a rich, robust porter is brewed cinnamon. ABV: 7% and spiced with cinnamon, clove and nutmeg. Packages: 12 oz. Then, Evil Genius ups the ante to make it unique bottles and draught by adding chocolate, post fermentation. Trick Availability: August in or Treat is a spicy, rich and decadent seasonal Lancaster, Berks, Lehigh and delight with all the comfort and warmth needed Northampton Counties to survive the chilly and ever-lengthening autumn nights. ABV: 7.8% Packages: 12 oz. bottles and Dogfish Head 120 Minute IPA draught Availability: August in Lancaster, Berks, Lehigh and Northampton Counties The holy grail for hopheads, 120 Minute IPA is continually hopped with high-alpha hops throughout Evil Genius the boil, dry hopped, then aged on a bed of dry hops. Slightly hazy and deep orange in color, this I’ll Have What She’s Having brew smells of sweet citrus, piney and floral hops. I’ll Have What She’s Having is an Imperial stout It’s almost candy-like, with a hoppy flavor and made with chocolate and hazelnut. This strong, some hop resin character. Since its first release in dark beer is something only Evil Genius could 2003, 120 Minute IPA has been a fan favorite and come up with – a rich, creamy, over-the-top stout is ranked by Business Insider as one of the 17 with layered flavors of roasted barley, molasses, most sought-after beers in America! ABV: 15-18% chocolate, caramel and hazelnut. Not too heavy Packages: 12 oz. bottles and draught on the palate, and with a surprisingly dry finish, Availability: Limited quantities in September in this sturdy yet drinkable stout is perfect for the chilly Lancaster, Berks, Lehigh and Northampton Counties months ahead. ABV: 9.4% Packages: 12 oz. bottles and draught Availability: September in Lancaster, Dogfish Head Berks, Lehigh and Northampton Counties Pennsylvania Tuxedo A spruce-infused pale ale, Pennsylvania Tuxedo Long Trail Harvest pays homage to the flannel-suited hunters A touch of Vermont maple syrup and gatherers from the deep backcountry of complements toffee and caramel Pennsylvania. A collaboration with outdoor notes derived from the complex clothing company Woolrich, this off-centered malt profile of this traditional ale is brewed with fresh-picked spruce tips, harvest season release. ABV: 4.4% including some from the forests right outside Packages: 12 oz. bottles and the Woolrich mills in north-central PA. Copper draught Availability: August in in color, Pennsylvania Tuxedo has a balanced Lancaster, Berks, Lehigh and bitterness and a dry, yet doughy malt backbone Northampton Counties that gives way to resinous conifer notes and a grassy, citrusy kick. ABV: 8.5% Packages: 12 oz. bottles and Long Trail Fall Survival Pack draught Availability: October in Lancaster, Berks, Lehigh and Northampton Counties The Long Trail Fall Survival Pack includes four trail essentials: Long Trail Ale, Green Blaze IPA, Harvest Ale and variety pack exclusive, Survival Pack IPA, Evil Genius #askingforafriend a smooth, hazy IPA #askingforafriend is brewed with 2-row full of citrus notes. barley & malted wheat, fermented with Availability: August Evil Genius’ house ale yeast and hopped in Lancaster, generously with Mosaic, Citra and Berks, Lehigh and Simcoe. ABV: 7% Packages: 12 oz. Northampton Counties bottles and draught Availability: August in Lancaster, Berks, Lehigh and Northampton Counties

12 HeadyTimes v.100 www.origlio.com SeasonalSELECTIONS Great Lakes Oktoberfest Narragansett Fest Märzen Lager Great Lakes’ take on this classic German Based on the Bavarian-style beer that style is a celebration of maltiness – packed Narragansett produced in the ’60s and with rustic, autumnal flavors to put a little ’70s, this elegant, Oktoberfest-style Märzen more oomph into your oom-pah-pah. It’s is brewed with the highest quality German über smooth, with vibrant malt flavors and malts and hops. Weyermann’s Munich a festive flourish of Noble hops (lederhosen malt creates a rich, bready and toasty not included). ABV: 6.5% Packages: 12 oz. base, while noble Tettnang hops add a bottles and draught Availability: August crisp, but subtle and dry spiced finish. King in Lancaster, Berks, Lehigh and Gambrinus would be proud! ABV: 5.5% Northampton Counties Packages: 16 oz. cans and draught Availability: August in Lancaster, Berks, Great Lakes Moondog Ale Lehigh and Northampton Counties Wild, floral hop scents shred their way through a tail waggin’, toe tappin’ blend Firestone Walker of crisp, sweet malts in this ESB (Extra Luponic Distortion No. 10 Special Bitter). Moondog Ale is a crushable tribute to Cleveland, the rock ’n’ roll city. The lead hops in No. 10 include cultivars ABV: 5.5% Package: 16 oz. cans only from the Pacific Northwest, Germany and Availability: September in Lancaster, Australia, providing distinct qualities of Berks, Lehigh and Northampton Counties mango creamsicle, peach ring and ruby grapefruit. ABV: 5.9% Packages: 12 oz. Great Lakes Nosferatu cans and draught Availability: Now in Lancaster, Berks, Lehigh and Don’t be afraid of things that go hop in the night! Northampton Counties Rich, roasted malt flavors haunt the shadows of this Imperial red ale’s bitter teeth. Nosferatu Firestone Walker is ruby red in color with a toasty malt body lurking beneath a stunning hop bite. ABV: 8% Leo v. Ursus Doublus Packages: 12 oz. bottles and draught Inspired by their iconic Availability: September in Lancaster, Berks, Double Jack, Firestone Lehigh and Northampton Counties Walker Doublus is a next- generation double IPA Great Lakes that incorporates massive Ohio City Oatmeal Stout dry hopping for amplified aromatics and bold flavors. Dark and roasty, yet light and smooth as a The result is an intense yet fresh coat of snow, this oatmeal stout will supremely balanced beer that kick your cabin fever and inspire you to doubles down on a dearly toss another log on the fire. ABV: 5.4% departed Firestone Walker Packages: 12 oz. bottles and draught classic. ABV: 9.5% Packages: 16 oz. Availability: October in Lancaster, Berks, cans and draught Availability: October Lehigh and Northampton Counties in Lancaster, Berks, Lehigh and Northampton Counties

Yuengling Oktoberfest Yuengling Oktoberfest is an homage to the brewery’s German heritage and a true representation of the style. This medium-bodied beer serves up a slightly sweet, toasted character with a blend of Tettnang and Hallertau hops and mild, herbal bitterness that pairs perfectly with traditional German cuisine. Visit Yuengling.com for Oktoberfest recipes! ABV: 5.4% Packages: 12 oz. bottles and draught Availability: August in Berks County

www.origlio.com HeadyTimes v.100 13 Timeline

OU’VE HEARD THE OLD SONG “99 BOTTLES OF analogy, You Can’t Tell the Players Beer on the Wall”, well we realized that we have 99 without a Scorecard and that’s why we created Y issues of Heady Times in our archives. In your hands Heady Times for you, our valued customers. is number 100, a milestone that sent us looking back at Over the course of almost 25 years, the publication has this publication’s very humble origins. evolved, but its mission remains the same, and that is to give you the information – and great stories – you need to In the early 1990s, the American beer scene began to maximize sales. change. And Origlio Beverage was determined to change right along with it. The company began curating an In honor of our 100th issue, we’ve created a timeline to extensive portfolio of the most sought-after imports, local chronicle how Origlio Beverage and Heady Times have & domestic crafts and FMBs. But to use an old baseball changed since the magazine’s 1994 inaugural edition. 1994 2000 2001 2002 2005 2008 Heady Times’ 1st Origlio moves to Origlio first to use Origlio distributes Lew Bryson pens Draught Lines issue debuts the state-of-the-art TwinLode Racking Yuengling in first-ever “Beer magazine hits the return of Ortlieb’s facility in Northeast Philadelphia area Guy” column shelves, exploring beer. “Crafted Philadelphia the beer scene in Beers Taking Off!” Early Delivery the Delaware Valley sets the tone for All electric forklifts Discount (EDD) future editions reduce propane begins Dogfish Head, exhaust Allagash, Stone and other award- winning crafts join the lineup on the heels of the Kunda Beverage acquisition 2009 Origlio Beverage named Wholesaler of the Year by the Brewers Association

The first issue of Heady Times, only four pages long, forecasted the Available both online and in printed hard copy, Draught Lines is craft beer boom. dedicated to the total beer experience. This complimentary magazine is a great read for your customers. Ask your Origlio sales rep for extra copies.

14 HeadyTimes v.100 www.origlio.com Timeline

Spring 2009 Winter 2011 Spring 2014 2011 2014 2016 2017 Dock Street is Heady Full color sell Pennsylvania law FinTech, a 2018 Times’ first-ever sheets available allows sale of paperless way to Heady Times’ 100th issue “Brewer Highlight” at Origlio.com 6-packs, 12-packs pay for beer orders highlights the success of and single serve becomes an option Guinness & Smirnoff Origlio is the first for all accounts 2012 area wholesaler Origlio sales force to provide window becomes Cicerone Free, downloadable PA permits Sunday perforated signage certified (level one) shelf talkers available beer sales at Origlio.com Origlio goes live on 2015 Origlio DSRs social media drive 2 million Sales reps use miles without The new, innovative iPads to take any reportable Origlio.com debuts orders in real time accidents to its customers

Develops a keg rack system for safe keg deliveries 2013 Origlio acquires All Star Distributing in Reading, PA Shelf talkers, available at origlio.com, “stop the shopper” with info that lets them Steve Hawk takes buy with confidence. over as Beer Guy, Lew Bryson moves over to Draught Lines magazine

www.origlio.com HeadyTimes v.100 15 SeasonalSELECTIONS Shiner Oktoberfest Stoudts Oktoberfest With new packaging this year, This medium-bodied, amber Shiner’s classic and festive Märzen- colored lager elegantly combines style ale uses traditional German a touch of malty sweetness malts for a rich flavor and a with a subtle, aromatic hop dry, moderately hoppy finish. character. A traditional German- ABV: 5.7% Package: 12 oz. style Oktoberfest, this beer is bottles only Availability: August brewed with the finest imported in Lancaster, Berks, Lehigh and ingredients. ABV: 4.5% Northampton Counties Packages: 12 oz. bottles and draught Availability: August in Heavy Seas Great’er Pumpkin Lancaster, Berks, Lehigh and Northampton Counties In the most worthy of pumpkin patches and during the silence of the midnight hour, the Great’er Stegmaier Oktoberfest Pumpkin raises up and pours a rich, deep and burnished orange color. Heady aromas of bourbon, Stegmaier Oktoberfest is brewed as a cinnamon, ginger, allspice and clove linger traditional German-style Märzen. It is a seductively over the thick, white head of this deep, reddish-brown lager brewed with tremendous brew. It’s love at first sip as the full traditional German malt and hops to give malt body, dominated by British crystal malt, the beer a full, toasted character with brown sugar and pumpkin, slowly washes over a touch of sweetness. Aromas of sweet your tongue. Bourbon barrel aging rounds out the pumpernickel bread make this the ideal flavors with notes of oak, vanilla and bourbon. beer to welcome the autumn season. This Imperial pumpkin ale pairs well with crisp autumn ABV: 6.1% Package: 12 oz. bottles only weather, crunchy fallen leaves and the knowledge that Availability: August in Berks, Lancaster, the kids will be asleep soon, so you can raid their Lehigh and Northampton Counties Halloween candy bags. ABV: 10% Packages: 12 oz. bottles and draught Availability: September in Berks, Stegmaier Pumpkin Ale Lehigh and Northampton Counties Stegmaier Pumpkin Ale is a full-bodied ale with hints of pumpkin pie, brown Heavy Seas TreasureFest sugar and spices. It is brewed with real Prosit! It’s time to celebrate the tradition of lager. pumpkin and spices and allowed to slowly Brewed in the Oktoberfest style, TreasureFest is an age to bring out the full aromas and American spin on the classic German style. Brewed tastes. It’s a wonderful way to savor fall’s with imported German malt and lavishly hopped best flavors. ABV: 5.5% Packages: 12 oz. with a blend of German hops in the kettle and dry bottles and draught Availability: August hopped with American hops, this is a fresh look at in Berks, Lancaster, Lehigh and the old Oktober stand-by. Put on your silly pants and Northampton Counties hats and raise your stein to TreasureFest! ABV: 6% Packages: 12 oz. bottles and draught Availability: August Dinkel Acker in Berks, Lehigh and Northampton Counties Oktoberfest Märzen Peak Autumn IPA Amber in color, this beer has a strong, dense, white head with great retention. You will detect Autumn IPA combines a New England-style pleasant aromas of caramel and honey with IPA with a session IPA. The hazy, juicy body a good balance of malt and fruity notes. adds touches of peach and tangerine, with Oktoberfest Märzen has a rich, textured bright floral notes flying off the nose. The palate with an underlying sweetness, true to blend of Citra, El Dorado and Azacca hops tradition. Brewed according to the German make Autumn IPA the perfect companion Purity Law, this beer is extremely smooth and as the leaves start to turn. ABV: 4.8% easy to drink – a great beer for celebrating. Packages: 12 oz. cans and draught ABV: 5.7% Packages: 11.2 oz. bottles and Availability: August in Lancaster, Berks, draught Availability: August in Berks, Lehigh Lehigh and Northampton Counties and Northampton Counties

16 HeadyTimes v.100 www.origlio.com SeasonalSELECTIONS Harpoon Flannel Friday UFO Leaf Peepin’ Mix Pack Flannel Friday returns – with a new look! This hoppy Fall is the perfect time for amber ale is Harpoon’s tribute to the quintessential getting outside! Go on a season of change. A bright hop aroma from hike, climb that mountain, late hop additions plays with its strong malt see the leaves change backbone. Amber hued and medium-bodied, and make sure you take with hints of citrus and pine, this ale is made this mix pack with you! for the crisp days (and nights) of fall. Same This autumnal UFO can great beer – new, fresh flannel! ABV: 5.7% mix includes: UFO White, Packages: 12 oz. bottles, 12 oz. cans and Pineapple, Raspberry draught Availability: August in Berks County and Pumpkin. Happy leaf peepin’! Availability: August in Harpoon Octoberfest Berks County Harpoon Octoberfest is rich, flavorful and malty, balanced by a gentle hop bitterness. In keeping with tradition, it is a Märzen-style Weyerbacher beer, brewed with abundant quantities of Munich, chocolate and pale malts. Imperial Pumpkin Ale Those malts provide a solid, full body and Imperial Pumpkin Ale is heartier, spicier create the beer’s deep color. This beer and more caramelly & pumpkiny than is the perfect tribute to fall. ABV: 5.3% its feint brethren. Lots of pumpkin was Packages: 12 oz. bottles, 12 oz. cans and added along with cinnamon, nutmeg draught Availability: August in Berks County and a touch of cardamom and clove, giving this beer a spicy, full-bodied Harpoon Tailgater Mix Pack flavor. ABV: 8% Packages: 12 oz. Fall is loaded with football, concerts, foliage and more bottles and draught Availability: August in Lehigh and football. These were the occasions Harpoon had in Northampton Counties mind when they came up with the Tailgater Mix Pack. Weyerbacher Rico Guave This year’s variety includes: Rico Guave is a sour ale brewed with Harpoon IPA, Flannel pineapple and guava. Rich with the Friday, Octoberfest, and tropical notes of pineapple and fruitiness House Golden. This mix of guava, this pink-hued brew pairs perfectly with your next is clean and refreshing, with tailgate! Availability: August a touch of tartness. ABV: 9% Graphics for Rico Guave were not in Berks County Packages: 16 oz. cans and available at the time of print draught Availability: September in Lehigh and Northampton Counties UFO Pumpkin Weyerbacher Some people say pumpkins are fruit. Others say pumpkins are vegetables. UFO says ...they’re tasty! Good Stuff Variety Pack This fall-spiced hefeweizen is brewed with pure This variety pack is stuffed to pumpkin – a truly delicious fruiveggie! ABV: 5.9% the flaps with three delicious Packages: 12 oz. bottles, stouts: Infinite Eclipse, a 7% 12 oz. cans and draught blackened American stout; Availability: August Sunday Molé Stout, an 11.3% in Berks County American Imperial stout that captures everything you’d expect from a traditional molé – coffee, chocolate, heat and smokiness and Sunday Morning Stout, a 12.7% American Imperial stout aged in bourbon barrels. Availability: October in Lehigh and Northampton Counties

www.origlio.com HeadyTimes v.100 17 SeasonalSELECTIONS Saranac 1888 Octoberfest Lagunitas Sour Pineapple This true Oktoberfest beer is brewed with German Perle Soak in this sour ale’s and Saphir hops. This recipe has been with the Matt splendid sweetness family for four generations. When and pontificate on its FX Matt founded the company, pineapple perplexity. It’s he made it a point to only allow a juicy, sweet, tart ale, English to be spoken at the brewery. like sippin’ down a cold In his honor, Saranac forgoes the dessert on a feelin’ hot-hot- traditional “Oktoberfest” spelling. hot kinda day. ABV: TBD ABV: 5.4% Packages: 12 oz. bottles Package: Draught only and draught Availability: August in Availability: Limited Lancaster and Berks Counties quantities in August in Lehigh and Saranac Pumpkin Ale Northampton Counties This pumpkin ale is made with real pumpkin from a sustainable farm. Along with 3000 pounds of pumpkin, Saranac also uses cinnamon, allspice, Lagunitas Mozango clove and ginger to spice and flavor Word on the street is this ale’s loaded with this beauty. It doesn’t get more authentic than that. bunches of earthy-floral Mosaic and citrusy- ABV: 5.3% Packages: 12 oz. bottles and draught piney Simcoe hops AND sources tell us Availability: August in Lancaster and Berks Counties it’s even packing some fresh mango juice in the mix. It’s like a smooth and aromatic Saranac tropicalian punch, right in the kisser. German Roots Variety Pack Mozango! ABV: TBD Packages: 22 oz. bottles and draught Availability: September This year’s Saranac German in Lehigh and Northampton Counties Roots Variety Pack includes four different beer styles inspired by the brewery’s German heritage: 1888 Octoberfest, a traditional Spring House Braaaiins! German lager made with Pumpkin Ale for Zombies German Perle and Saphir hops; Black Forest, a German-style This pumpkin ale is brewed with generous amounts Schwarzbier named for the original of real pumpkin blended into the mash. The subtle, homeland of Saranac’s founder, who emigrated from fresh pumpkin flavor is enhanced by the addition of a the Black Forest region; 1888 Pils, a hoppy take on an touch of traditional autumn spices and sweet dough, American pilsner and Das Boot, a German-style Vienna thus creating a beer with an orange-amber color, warm lager brewed with Vienna and Munich malts for a toasty, pumpkin aroma, a bold malt center and a crisp finish. nutty, smooth flavor. Availability: August in Lancaster This balanced and delectable fall treat is suitable for and Berks Counties zombies. ABV: 7.2% Packages: 12 oz. cans and very limited draught Availability: August in Lancaster, 2SP DelcoFest Lehigh and Northampton Counties From the Aston house of 2SP, DelcoFest is a clean and crisp Märzen-style lager, with a full range of roasty, toasty, caramel flavors. ABV: 6.5% Packages: 16 oz. cans and draught Availability: September in Lancaster, Berks, Lehigh and Graphics for the newly designed Northampton Counties DelcoFest cans were not available at the time of print

18 HeadyTimes v.100 www.origlio.com SeasonalSELECTIONS Dock Street King Juice Jack’s Fireside Hard Cider Dock Street is making it reign Subtly spiced with cinnamon, ginger, with this hazy, sticky, double clove and vanilla, this hard cider is well dry hopped, silky smooth balanced with sweet and tart apples. and perfectly balanced DIPA. When the temperature drops, Fireside Brewed with oats and wheat is sure to warm both body and soul. and chock full of Mosaic, ABV: 5% Packages: 12 oz. cans and Citra and Centennial, this draught Availability: October in Berks, one has strong flavors and Lehigh and Northampton Counties aromas of dried apricots, nectarine and stone fruit. There are lots of big, juicy DIPAs but there can only be one King Juice. ABV: 8.5% Packages: 16 oz. cans and draught Availability: August in Lehigh and Northampton Counties Dock Street nicethings IPA Flying Fish OktoberFish This American IPA is brewed in collaboration with West Philly- OktoberFish is a tribute to the classic Fest based hip-hop artist Chill Moody style. It pours a beautiful amber color, and – the boys don’ did it on this the savory malt profile makes this lager easy one. Hazy, hoppy, heady. They to enjoy. It’s the perfect complement to all even tossed some pineapple of the foods of the Fest season. ABV: 6% in there. This beer’s got hops Packages: 12 oz. bottles and draught and those things are nice. Availability: August in Lancaster, Lehigh Mosaic hops run the show, and Northampton Counties featuring Amarillo and Simcoe on the chorus. ABV: 6.4% Packages: 16 oz. cans Flying Fish and draught Availability: September in Lehigh and Extended Summer Northampton Counties Just when you Dock Street & Down the Road thought it was over, summer weather Collaboration Brew hangs around, West Philly-based Dock Street Brewery is collaborating leading to some of with Down the Road Brewery of Everett, MA on a pair the nicest warm days of tea-infused brews via a brewer exchange. This will of the year. Kick be the first time that a Down the Road beer will be back and sip on this available in PA, via collaboration under Dock Street’s Belgian-style blonde label, and it also marks the first time Dock Street will brewed with juicy release a brewery collab in cans. The label artwork is peach and ripened a collaboration between Philly-based artist Alexis Grant mango. Summer and Boston-based artist Sarah Dahlinger, representing isn’t over yet. ABV: 7.3% Package: 12 oz. bottles only both cities and featuring symbols and iconography of Availability: Very limited quantities in September in both places and breweries. ABV: 6% Package: 16 oz. Lancaster, Lehigh and Northampton Counties cans only Availability: Very limited quantities in September in Lehigh and Northampton Counties Straub Oktoberfest Deep amber in color, Straub Oktoberfest is rich, smooth and malty with mild hop bitterness on the finish. ABV: 5.7% Packages: 12 oz. bottles and draught Availability: August in Berks, Lehigh and Northampton Counties

www.origlio.com HeadyTimes v.100 19 Programs Celebrate Mexican Coors Light: The Climb Starts Here Independence Day Once again, the World’s Most Refreshing Beer is partnering with college with Sol football commentator Kirk Herbstreit to give fans new ways to get more out of every game day. With the Coors Light Rewards app, consumers The original since 1899, Sol th can earn their way to redeeming football gear, experiences and exclusive celebrates September 16 with access with Kirk. true authenticity. Introducing “The Bandera Sol” – Sol enjoyed with a legendary combination of three ingredients that pay homage to the Mexican flag (limes for the green, tequila for the white and delicious sangrita for the red). Shoppers will even be gifted Sol-branded Bandera glasses with their purchase.

Coors Light Football On-Premise UBER Offer With the World’s Most Refreshing Beer, there’s more to get out of game day – even right around the corner at your local restaurant. From August through October, when on-premise customers spend $25 or more on Coors Light and food, they can text a picture of their receipt to receive a $10 UBER code and entrance for a chance to win exclusive college football experiences.

The Wild ’Stone Hunt The hunt is on! From September 1st to October 31st, Keystone Light consumers can participate in the hunt for the rare orange ’Stone can. Fans who find the orange ’Stone, can display their trophy on mount plaques found inside all Keystone Light packs. In addition to bragging rights, consumers can also score special ’Stone prizes online, including T-shirts, hats and coolers.

20 HeadyTimes v.100 www.origlio.com Programs

Buy Beer, Get Gear is Back! Miller Lite believes that fans should to their love of the game and their Lite 12-packs, they can redeem never have to compromise on their teams through the return of “Buy in-pack codes for exclusive fan gear, beer. Or their fandom. This football Beer, Get Gear.” From August 1st including team-branded merchandise season, Miller Lite will enable and through October 31st, when shoppers and wearables. celebrate Eagles fans who hold true purchase Eagles-marked Miller

Miller Lite Football As the Official Beer Sponsor of the Philadelphia Eagles, Miller Lite continues to celebrate fans during all game-watching occasions. And now, Miller Lite is rewarding on-premise drinkers with a chance to win exclusive Eagles gear. Keep an eye out for specially marked Miller Lite buckets and stadium cups, featuring Snapcodes to enter for a chance to win.

Fire Up Your Beer with the Redd Devil Spice up the season with the Redd Devil. This fiery combination brings together two of fall’s most notable flavors: delicious, crisp apple and hot, spicy cinnamon. Next time you’re enjoying a Redd’s Apple Ale, be sure to pair it with a shot of cinnamon whiskey and fire up your beer!

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Corona is Ready to Score Big this Football Season Football season is back – and so is the former standout quarterback because demand will most definitely the Corona Gameday Hotline. and current TV analyst – all-new be there. consumer promotion serviced through After a successful debut season in Last season, football viewers the Corona Gameday Hotline and 2017 that saw the hotline pull in increased their consumption of breakthrough on and off-premise POS nearly 150,000 calls and 50,000 Corona Extra at more than twice the bundles including Spanish language sweepstake entries, year 2 is primed rate of domestic lights. It resulted in tools and Corona Premier support. to be just as impactful with Tony Corona Extra being the No. 3 growth Romo now quarterbacking the desk. Ensure you’re ready to capture driver of all beer brands and the only trade-up opportunities and meet brand in the top five to gain dollar This year’s program highlights include the consumer demand for Corona, share during football season! all new TV spots featuring Romo –

Corona Tough to Top for Día de los Muertos As legal drinking age millennials take to the on and off- premise to celebrate Día de los Muertos, odds are they’ll have Corona in their hands. Corona Extra is the No. 1 beer among millennials during the booming holiday. But the No. 1 Mexican import brand’s Día de los Muertos accolades don’t stop there. During last year’s holiday, Corona Extra was the No. 3 category growth driver and the only top five brand to gain share during the holiday promo period. In all, the Corona brand family made up 43% of the total Mexican import dollar sales during last year’s Día de los Muertos promo period. To help capitalize on these trends, take advantage of the unique suite of Día de los Muertos-specific POS available – from thematic neons to graphics templates to coasters, pole toppers, buckets and more.

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Modelo Primed for More Eye-Popping Growth During Football As one of the fastest-growing Win Día de los Muertos with Modelo beers in America, Modelo continues to tackle one of the The celebration of Día de los Muertos has taken off in popularity fastest-growing sports amongst across the U.S. and no other beer brand can capture the Hispanics – football. essence of the holiday quite like Modelo and its authentic Mexican heritage. This season, consumers will get the chance to win a trip to a In 2018, Modelo will honor Día de los Muertos with a host of game in Mexico City to experience unique, visual designs crafted specifically for the holiday and football the Modelo way. seen across a 360-degree support campaign, which includes all new POS elements and merchandise. But the support doesn’t stop there. Full 360-degree plans The new suite of elements is highlighted by an all-new retablo include a bilingual TV spot display enhancer. The retablo, an iconic wooden altar commonly to further connect fans with used during the holidays in Mexican households, was designed Modelo’s fighting spirit. The by artist Steve Simpson to pay tribute to an important aspect of brand will leverage three Mexican culture. Hispanic football greats who Modelo will also be supported by national Hispanic and general perfectly embody that spirit market TV throughout October, leading into the holiday. (Anthony Munoz, Tony Gonzalez and Roberto Garza) not only in the new TV spot, but also in accompanying POS. Modelo will certainly be top-of-mind throughout football, and the brand will be positioned to continue to build on its growth in the upcoming season.

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This fall, Guinness will help you become a destination for Halloween celebrations with thematic visibility, sampling and Half and Half drink ideas!

Guinness Harp Graeme Half & Halfs McDowell This exciting program has been Sweepstakes extended to the off-premise! In addition to the pubs, Guinness Harp and golfer Graeme wants to encourage consumers McDowell continue their to create their own Half & Halfs partnership throughout (Guinness layered on top of the fall with a text-to-win other favorite beers and ciders) sweeps, which includes at home and show off their a chance to win a VIP creations using #myhalfandhalf. tour of the new Guinness Explore the possibilities! brewery in Baltimore, Maryland! Consumers can enter to win now through October 31st.

Smirnoff Ice Football For a limited time, Smirnoff Ice will refresh consumer’s game day celebrations with football-themed, 6-pack packaging and a chance to win an ultimate watch party. The national text-to-win sweepstakes will run from September 1st through November 30th and offer one grand prize winner a chance to receive a flat screen TV and other game day essentials for an ultimate watch party!

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Angry Orchard Bring Home the Harvest Angry Orchard is giving five lucky winners across the country the chance to win an all-expenses-paid, trip for two, to the Orchard for a VIP tour experience, followed by a cider dinner. The trip will take place during a month of the winners’ choosing between April 2019 and October 2019. The sweeps will run from August 17th until November 1st, 2018.

Treat your customers this Halloween with the return of Ballast Point Victory at Sea! Perfect for the season, this Imperial porter will make anyone’s Halloween a happy one.

It’s Stein Time Sam Adams Octoberfest returns this August as one of the most well-recognized and beloved seasonal brews. What better way to enjoy an Octoberfest than having it poured in a half liter stein glass? Sam Adams glassware will be available for those Octoberfest drafts and advertising will all be centered around the stein glass, as well as TV and digital advertising and thematic POS featuring their signature stein.

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Heineken MLS Playoffs For Heineken, soccer isn’t just a game. In 2018, Heineken is going to dominate the soccer field by producing national visibility creative and regional It’s not just a sport you gather with friends to watch. It’s focused POS. Each region will have flexibility to create not just a reason to get wild in a pub, while you wear custom POS per team with consumer engagements, your club’s colors on your sleeve. media support and more! Local POS printed last trimester Heineken knows soccer like the back of its hand for Philadelphia Union can also be used for playoff season. and the top of its foot, and they want to make sure So no matter who you support, no matter whose flag you know the only way the beautiful game should be you fly, everyone should be able to agree that when it’s watched, is with Heineken. match day, the only way to do it is with Heineken.

Pick the Taste of Fall with Strongbow There’s no better place to take in the tastes, smells and sights of fall than an apple orchard, with its bright colors, fresh aromas and savory sweetness on display for all. So, naturally, Strongbow wants to give consumers a taste of fall with the chance to win exclusive prizes when they pick hard apple cider. Consumers who pick up Strongbow mini-cans, complete with an in-pack card communicating the sweepstakes, will also receive exciting Strongbow recipes perfect for fall and a $3 off mail-in- rebate offer. With an interactive in-store display piece encouraging consumers to go “apple picking” for the offer, consumers will be thinking and drinking Strongbow all season.

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Dogfish Head Flesh & Blood and Punkin … Oh My! Celebrate the season with Dogfish! Off-premise, feature two brands that are perfect for the fall season: Flesh & Blood IPA and fan-favorite Punkin Ale. Punkin Ale is part of DFH’s 2018 Art Series and features artwork by Marq Spusta. Displays will incorporate thematic signage, pennant strings and banners. On-premise, DFH will hold events on and around Halloween, using themed POS, pint glasses, coasters, buckets, pennant strings and even glow in the dark koozies! Events will feature Flesh & Blood and Punkin Ale, and will be activated nationwide.

Pschorr Feels Like Oktoberfest Hacker-Pschorr has spent centuries perfecting the art of brewing to create thoughtfully unique, crisp and refreshing beers. It’s this incredible heritage and unparalleled attention to quality that has earned Hacker-Pschorr a coveted spot at Munich’s annual Oktoberfest. Hacker-Pschorr Original Oktoberfest is an amber, Märzen-style beer that is full-bodied with hints of caramel and malt with a rich, creamy head. In honor of the annual festival, Hascker- Pschorr is set to launch the “Pschorr Feels Like Oktoberfest” text-to-win sweepstakes, offering consumers the chance to win a trip to experience Oktoberfest first-hand. To enter, consumers will simply text Celebrate to 81680. The grand prize winner will receive an all-expenses-paid (including airfare and hotel) three-day, two-night trip to Oktoberfest in Munich in 2019. Runners up will receive a set of limited-edition Hacker-Pschorr steins. The sweepstakes is open to U.S. residents 21 years of age or older.

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Celebrate Halloween with Yuengling Black & Tan With hints of coffee and caramel, Yuengling Black & Tan is the perfect brew to “Be Bold” with this Halloween. During the month of October, consumers can enter to win a Black & Tan Grizzly cooler bag by texting BLACKANDTAN to 55755!

Yuengling Tailgate Take your tailgate party to new heights this football season with Yuengling, the original “Crowd Pleaser”! From September through October, consumers can enter to win the ultimate Yuengling tailgate party pack, which includes a Traditional Lager tailgate table, folding lawn chair and fire pit, by texting codes found on retail displays or POS where Traditional Lager draught is sold.

Check out George Latella’s latest Retail Edge blog, “Implementing Change in the Digital Age” at Origlio.com/blog/implementing-change-digital-age. George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, which is the largest major at Saint Joseph’s University, recently celebrated its 55th anniversary. George is also a partner in Beacon Marketing group which provides Marketing planning, research, and e-commerce/direct marketing communications for food and beverage companies. George can be reached at [email protected] or 610-660-2254.

28 HeadyTimes v.100 www.origlio.com RethinkingRETAIL Tom Riley Talks Draught Quality Serving your guests a brewery-fresh pint is easy and profitable. It just takes a little extra care. RAUGHT SERVICE SPECIALIST The other key is proper line cleaning. Tom Riley visits hundreds “In states like Pennsylvania, there’s D of accounts each year, actually a law that states that beer troubleshooting faulty draught lines must be cleaned once a week.” systems, so he knows the ins and A recirculating pump is best to do outs of delivering an excellent the job and it should run for at least product to customers. 20 minutes. “Temperature is key,” says Riley. “Another important thing to do, that “When a beer is having foam issues, a lot people forget (or just ignore) is some people mess with the pressure taking the facets apart for cleaning,” gauge to try to fix it. But 9 times out says Riley. “Sometimes there’s a lot of 10, your problem is temperature.” of hard yeast built up that creates Riley says the most common reason off flavors. It’s a problem I see just for warm beer, which should be 34 about every day.” to 38 degrees, is excessive opening One final piece of advice from Riley, and closing of the cooler door. Do to ensure the best draught experience you store food items in your beer for your customers, is to make sure cooler? Is it left open, while morning the beer is poured properly from the or evening prep is going on? If tap. Hold the glass at a 45-degree so, chances are the actual cooler angle so the beer will pour down temperature is closer to 50 degrees. the side of the glass. Grip the tap At this temperature, the beer, and handle at the base, never at the top more importantly the beer lines, and open the faucet quickly. As the begin to warm, making it almost glass fills, gradually bring it upright impossible to serve a proper pint. and pour down the middle to form a Another issue Riley sees at many proper head on the beer. Then, close retailers maximize efficiency & accounts is an insufficient stock of the faucet quickly to avoid overflow. A profits and create loyalty amongst kegs. When beer is delivered, even couple of absolute don’ts from Riley’s customers. So, take the extra time from a refrigerated truck, it may have experience: never touch the glass to make sure you’re getting the most warmed up beyond the proper serving with the faucet, never touch the beer out of your draught system! temperature. Riley suggests that or foam with the faucet and never For more detailed information beer sit for at least 24 hours in your open the faucet part way. on improving and maintaining cooler, prior to tapping, so the liquid When draught beer is properly your draught system, check out chills to the correct temperature. poured, customers are satisfied, draughtquality.org. Consider purchasing extra kegs to avoid having to tap the day of delivery. It will improve the quality of the beer and ultimately the amount of foam-free beer poured from the keg. If a beer cooler is running properly, chilling the beer to the proper temperature is an easy way to prevent foamy beer. But Riley often encounters technical problems from “draught systems that aren’t properly balanced or maintained.” A balanced system (in terms of pressure, temperature and cleanliness) delivers beer (not foam) at the rate of two ounces per second. If your system is not doing this, then it might be time to call a draught system expert. www.origlio.com HeadyTimes v.100 29 1000 Patriot Parkway Reading, PA 19605

Claim Your Corner with Tecate Continue to leverage the “Claim Your Corner” communication platform, building excitement toward the Mexican Independence Day fight in September and show consumers Dos Equis College Football Playoff how Tecate champions their passion for boxing and enhances at-home viewing occasions with friends and family. This year, Dos Equis is celebrating the passion that college football fans have for their sport by offering them The Canelo vs. GGG fight was one of the most highly authentic, once-in-a-lifetime experiences – including the anticipated matchups of 2017. After it ended in a draw, news opportunity to win tickets to the College Football National of a 2018 rematch between two of the best fighters in the Championship Game – every week! world captured everyone’s attention and excitement. Tecate, the undisputed authority on boxing, was at the center of it all. Localized POS featuring Hall of Fame artifacts and local colors will resonate with consumers in key markets, Tecate wants to make sure the excitement for the sport including Penn State and Rutgers. Limited-edition goes the distance, the whole year. That’s why they’re packaging, display enhancers and cross-merchandising evolving their top contending boxing program, in hopes partnerships will also bolster the program and drive that fans will gather for every fight and decide who will run consumers to purchase Dos Equis. the ring, with a Tecate in hand.