Delivering Excellence Seasonals Rethinking Retail New

Holiday 2019 | V.106

Delivering Excellence Seasonals Rethinking Retail New Products Programs HEAVY SEAS BEER | HOLIDAY SELECTIONS | ORIGLIO ONLINE ORDERING Letter toTHE TRADE The Holidays are Coming Wake Up and Smell the Coffee? In This INNAMON, NUTMEG & GINGER. THOSE ARE THE ISSUE traditional spices that come to mind when thinking about the winter holidays. You can throw in “chestnuts roasting C Delivering the on an open fire” if you’re feeling nostalgic. But what about coffee? Does that say holiday to you? Well, this year it should. Taste of Excellence ��1 Reading through the products featured in this holiday edition Cover Story ��2 of Heady Times, something is radically different. Where are the mouth-watering descriptions of beverages that contain, or at least smell like cinnamon, nutmeg and ginger? There aren’t Brewer Highlight ��4 that many. I did a word search, and this is what it revealed: Cinnamon – 6, Nutmeg – 3, Ginger – 0. Then I did the same thing for coffee and chocolate: Stone’s Beverage Center ��5 Chocolate – 32, Coffee – 24. What gives? All American Sports Pub ��6 Flavor Rules and Coffee is the Flavor of the Moment. If you had to combine two beverages that Americans love, you would have New Products ��7 coffee beer. Sixty-four percent of all Americans drink coffee daily. The question we should ask isn’t, ‘what gives?’, but rather, ‘what took so long?’. Seasonal Selections ��8 Actually, brewers have been adding artisanal coffee to the kettle for quite some time now. These tasty beers deserve a shout out: Firestone Walker Mocha Available Year-Round Merlin, Blue Moon Iced Coffee Blonde and Harpoon Dunkin’ Coffee Perfect for the Season �� 15 Porter, just to name a few. Get Ready for Hard Coffee. Programs �� 15 Millions of Americans already enjoy Boston Beer’s Twisted Tea, so it’s not difficult to imagine a world where hard coffee succeeds. Indeed, it already has. Last year, Rethinking Retail �� 21 Twelve Five Beverage Company launched the first-ever line of hard coffees called Brown Bomber Hard Lattes. They have become wildly popular in the few markets where they have been available. Made with 100% Arabica coffee beans and real cream & cocoa, they are available in three delicious flavors – hard mocha latte, Web ordering is now available to hard vanilla latte & hard cold brew. If it has been as successful in other markets all Origlio Beverage customers. as I have been told, it is truly time for you to wake up and order hard coffee. To place your beer order online, Of course, coffee will only be part of your holiday story. IPAs and hard seltzers still head to weborders.origlio.com reign supreme. Dogfish Head IPAs for the Holidays, a variety pack, is back, as is the aptly named Shiner Holiday Cheer. On the seltzer front, Evil Genius Hard To receive weekly emails Seltzers, which are both gluten-free & made without any sugar, are available in of upcoming releases from grapefruit, black cherry and lemon & lime. Dock Street Bubbly Wit is as good as Origlio Beverage, please send any champagne, while Cape May Ties the Room Together is a White Russian- your email address and the inspired cream ale. And don’t forget, no party is complete without high-quality, name of your account to non-alcoholic beers like Heineken 0.0 and the new release, Coors Edge. Both [email protected] products bring real beer taste and refreshment to the health & wellness consumer. It’s never to early to “make your list and check it twice”. We don’t want your profits to be naughty, just nice. As always, thanks for your business and ® cheers to a holiday season that hits it out of the park. See you in the New Year.

Heady Times is published five times a year, courtesy of Origlio Beverage. Dominic Origlio President DeliveringTHE TASTE OF EXCELLENCE Origlio People Get The Job Done Pete Steffy Off-Premise Account Manager How long have you been with the company? Since 2010. What other positions have you held in the company? I started as a sales merchandiser, then was promoted to on-premise account manager in Lancaster County. For the past 4½ years, I have been an off-premise account manager in Berks County. What does your current job entail? I call on 20 distributors and 8 large format takeout shops. What do you like to do when you’re not What does it take to be a top-notch salesman? Creating great working? I have a wife (Kelly) and two relationships with my co-workers and my accounts is important. I try to young boys (Chase is 4 and Nolan is just keep in constant communication with my accounts in several ways (sales under 1), so when I’m not working, they calls, phone calls, weekly emails, etc.) so they have the most up-to-date keep me on my toes! Outside of that I and relevant information possible. I also try to be as open and honest love to golf, grill and I have a secret lawn with my accounts as I can, which I think helps to build the trust you care obsession! need to be successful in this role. If you could be anywhere, drinking any What has been the best thing about your job? Telling people what beer, where would you be and what beer I do and having them say, “that must be the greatest job!” Because would you have in your hand? The 19th it is – I get to work with great people, both on our sales team and in hole after a round of golf with an ice-cold my accounts. Coors Light…. There is nothing better! Dave Ernst On-Premise Account Manager How long have you been with the company? I’ve been with the company for 9 years, but I’ve been working in the beer industry for 23. What other positions have you held in the company? I have always been part of the sales department. What has been the best thing about your job? Even though we call on the same accounts every week, every day is a little different. I enjoy making new friends and being a part of the lives of the customers that I’ve been calling on for years. What do you like to do when you’re What does your current job entail? As an on-premise account not working? I enjoy golfing, working out, manager, I create relationships with bar, restaurant, hotel and golf course watching Philly sports and spending time owners. I earn their trust by working together to build their business and with people I care about. our brands. If you could be anywhere, drinking any What does it take to be a top-notch salesman? I’ve found over the beer, where would you be and what beer years that my accounts have gained more trust in me because I’m not would you have in your hand? I’d be in the “old school”, aggressive salesperson who is out for his own personal Las Vegas with a Miller Lite, while playing gains. Instead, I work with them to sell in products that, together, we will Wheel of Fortune! Or at one of my accounts have success selling. drinking a Truly.

www.origlio.com HeadyTimes v.106 1 CoverSTORY Coors Light’s Viral “Made to Chill” Campaign is Moving the Needle New CMO’s Insightful Ads Speak Directly to Millennials

The ads, currently airing on streaming services and channels like ESPN, feature everyday occasions where young people reach for a cold Coors Light when they need a time-out from their day to chill. One spot that went viral earlier this month Michelle St. Jacques features a young professional woman E’VE SEEN AN 88% POSITIVE SENTIMENT ON SOCIAL returning to her apartment after a long mentions,” exclaimed MillerCoors CMO, Michelle St. Jacques. day at work, cracking open a Coors Light. “W “80% of the comments posted about the campaign have been While relaxing on her couch she effortlessly from young people tagging someone else saying things like, ‘That’s me’ removes her bra (through her shirt sleeve) or ‘That’s us’. It shows that Coors Light is connecting with consumers on and tosses it aside. a meaningful, relatable level and I couldn’t be more excited.” More ads featuring moments to chill St. Jacques is MillerCoors’ new are on the way, as is a revamped social Chief Marketing Officer and media presence in which MillerCoors is the first woman to ever hold investing more money than ever before. the position. She was recruited “We’ve learned that we’ve got to go even almost a year ago from Kraft further to connect with [21 to 34-year‑old] Heinz, where she revived the consumers,” says Reis. “Drinkers turn company’s mac & cheese – you away from what they view as typical, big, know, the one in the blue box – loud beer ads. With chill, we went quiet with an ad campaign that went and small. And because younger, legal-age viral. In an environment where drinkers see themselves in these ads, they consumers are bombarded have a reason to reach for a Coors Light.” with ads from every angle, St. Jacques discovers ways to cut through the clutter. “I’m a naturally curious person,” she explained to Heady Times. “I search for real consumer truths, what stresses them out or what makes them happy. My team and I found that people are exhausted living in a world that never lets them disconnect, and just simply chill. Our new creative brings this reality to life in unexpected ways and shows how Coors Light plays a part in enjoying life.” While the campaign is only just getting The new campaign, Made to Chill, repositions Coors Light as the “ideal started, the results thus far have been antidote to an always-on world.” The campaign portrays millennials tremendous. Essays published for food actively seeking ways to take a mental break from lives spent, blog, The Takeout, argue that Coors Light’s “always being on and connected, which can be all-consuming and new Bra ad represents a much-needed overwhelming,” says Ryan Reis, vice president of the Coors family of shift in the portrayal of women in beer brands. “We’re trying to give them a moment to chill.” advertising. “More women have been

2 HeadyTimes v.106 www.origlio.com CoverSTORY Actual “Made to Chill” Comments talking about Coors Light on social media Posted by Consumers than ever before,” says St. Jacques. “I couldn’t be happier with the spontaneous “You can’t script this stuff.” — Michelle St. Jacques engagement. You can’t script this stuff.” [See side bar for actual comments.] The Official Beer of Being Done Wearing a Bra “Consumers are telling us, ‘hey, you get me’. Coors Light is a brand that lets people be themselves.” For years Coors Light has owned “cold”, positioning the brand as “the world’s most refreshing beer.” While this resonated with mature consumers, studies showed that millennials were indifferent to the message. “Indifference is a death knell for any product,” St. Jacques said. “Cold has been central to Coors Light’s story, but by shifting the message to chill, more people see themselves reaching for this iconic beer when the moment is right.”

The Official Beer of Drinking in the Shower

With an edgier narrative and a broader consumer appeal, Made to Chill positions Coors Light as an adult beverage, perfect for many occasions. “The goal here is to be the go-to consumable that people choose whenever they’re opting to turn off, whether they already identify themselves as a beer The Official Beer of Golfing drinker or not. Coors Light is not just a Just to Drink Beer light lager,” said Reis. “It’s the beverage we hope drinkers seek out when they’re looking for a perfect moment of chill. And if we can convince them of that, we are going to get a heck of a lot more young people drinking Coors Light.” St. Jacques’s smart, authentic marketing approach for Coors Light is a new beginning for the brand. “It’s about taking smart risks,” she said. “Trying new things in the marketplace – throwing gasoline on what is working and stopping the things that aren’t working.”

www.origlio.com HeadyTimes v.106 3 BrewerHIGHLIGHT Heavy Seas Beer Fearless. Bold. Independent. AST YEAR, HEAVY SEAS DECLARED THIS THEIR MANTRA. SINCE then, they’ve proven that it’s more than just a saying slapped onto L a t-shirt. Over the past year, Brewmaster Christopher Leonard and his team at Heavy Seas have ushered in a new era. Along with their new slogan, they’ve created a new logo, released plans for a taproom renovation and started brewing limited releases on a 15-barrel system. What lead to all the changes? Leonard puts it simply, “Change is necessary, and we like to shake things up.” Heady Times caught up with Leonard at the Baltimore brewery to find out more. 1. Back in the day, Heavy Seas went by a different name. “Heavy Seas began as Clipper City Brewing Co. Our founder Hugh Sisson brewed his first beer here in 1995.” 2. The success of their first IPA, Loose Cannon, launched the Heavy Seas we know today. “Heavy Seas was originally the name of a lineup of Clipper City beers that were stronger and more potent. Loose Cannon, brewed in 2004, was so successful and sold so well that we decided to rebrand the brewery as Heavy Seas’ new logo is Heavy Seas.” adventurous yet serious, just like Heavy Seas Brewmaster, Christopher Leonard the brewery itself. 3. About the new logo, Leonard said, “It’s been a go all-in on a 15-barrel system as well. three-year process. We worked with a local business to develop it. It’s It allows us to make smaller batches and easier to work with, the message is simpler. It’s both adventurous and brew new styles.” serious at the same time, which is what Heavy Seas is.” 8. Their new 15-barrel offerings have been 4. Since Leonard has joined the team, Heavy Seas has continued to flying out of their taproom. “The first one expand. “In 2013, we were brewing about 33,000 barrels of beer a we did was a take on Loose Cannon year. This year we’ll get up to about 45,000 barrels.” called Joose Cannon, a hazy, juicy IPA 5. During his time at Heavy Seas, Leonard has ushered in a new era for brewed with tangerine purée. That beer their “Cannon Crew” of beers. “With the success of Loose Cannon, we was released on a Friday and was gone decided to try a double IPA, which became Double Cannon. At first, by Saturday morning. Next up is a Brut we were concerned about how it would be received because it clocked IPA brewed with yuzu juice, which I never in at 9.5% ABV. To our surprise, it really took off. The following year would have thought to do a few years we made it available year‑round.” ago. The new system allows us to be more creative.” 6. If they thought Double Cannon was a surprise success, their next idea was even bigger. “By the time 2015 hit, citrus IPAs were a big deal 9. There may be more changes for the in beer, so we added TropiCannon to the Cannon lineup. It sold out Cannon Crew afoot. “We’re always even quicker than Double Cannon. We now have AmeriCannon as looking at options. We like new well – a 5.75% double dry-hopped American pale ale to round out mashups. Right now, we’re getting close the portfolio. The Cannon Crew includes a range of flavor profiles and to finalizing our 2020 portfolio and you’ll styles, so there’s something for everyone.” see some new twists and surprises.” 7. A new 15-barrel system allows Leonard and the Heavy Seas team to 10. Until then, Leonard will be enjoying innovate like never before. “We’d been looking to incorporate some Heavy Seas The Great’er Pumpkin & type of pilot brewhouse. When Dan [Kopman, new CEO of Heavy Night Swell. “They are fearless, bold Seas] came on board, we all decided it was the perfect opportunity to and independent beers.”

4 HeadyTimes v.106 www.origlio.com Off-PremiseSPOTLIGHT Stone’s Beverage Center Can a store at the center of four Philadelphia neighborhoods serve a diverse array of customers and create a sense of community? TONE’S BEVERAGE CENTER IN FAIRMOUNT HAS been an institution for decades. Originally owned by Sthe Stone family, the store had changed hands several times, before local business owner Nick Wendowski and his wife, Jen purchased it earlier this year. Heady Times decided to check in to see what has changed, and what hasn’t, for this Fairmount favorite. Heady Times (HT): Do you and your wife have a history in the beer business? Nick Wendowski (NW): No, but we do have history in the neighborhood. We own a yoga studio across the street and we live just a few blocks away. We’d been running our yoga studio, Yoga Habit, for about three years and really building up the business. We loved the idea of serving the needs of Owner Nick Wendowski (center) with the staff of Stone’s Beverage Center the neighborhood with another small business, so we decided to purchase Stone’s. HT: What is it about this part of Philadelphia that inspires you both? NW: Parts of Fairmount have been established for a long time, but not so much in this area. Historically, this neighborhood has been underserved from a business standpoint, as well as a community standpoint. But that’s changing. We wanted to see Stone’s grow because it really serves several communities, as we’re positioned between four neighborhoods: Fairmount, Francisville, Spring Garden and North Broad. We’re right in the middle of it all, so we have a broad customer base. Our goal is to bring those customers together in one place. HT: Having just gotten your feet wet these past three months, what are some of your plans for the future? NW: The business as we inherited it doesn’t have significant tavern service. I’d love to be able to expand that. We’d also like to grow the beer community. We’ve been extremely successful in growing a community around our yoga studio. We don’t want people to come in, do yoga, and leave. We hold events, run trips to Mexico and donate time, resources and money to community groups. HT: Can we expect to see those same programs at Stone’s? NW: Not necessarily. What we want to do is apply what we’ve learned at the yoga studio and do the same for Stone’s. I’d love to offer an educational beer series like Beer 101, for people who might be interested in beer, but don’t know where to start. Maybe they’ve been drinking domestic beer, and hear “craft”, and think “expensive”. We know there are reasonably-priced craft beers available, we just need to educate people about things like that. There’s room to grow a community around beer education, but also around beer experiences and those are the types of interactions we’re excited about.

StonesOfPhilly.com • 1701 Fairmount Ave., Philadelphia • 215-763-9789

www.origlio.com HeadyTimes v.106 5 On-PremiseSPOTLIGHT All American Sports Pub Local sports bar caters to diverse crowd. OCATED ON A BUSY STRETCH OF ROUTE 724 IN SINKING Spring, All American Sports Pub is more than your average sports L bar. This local hotspot is connected to a popular bowling alley, hosts ample sports-viewing parties and is home to some of the best wings in Berks County. Heady Times sat down with the team that keeps All American on top of its game to find out what makes it so unique. Heady Times (HT): Can you tell us a little about the history of All American Sports Pub? Brad Bixler (BB): It used to be Gilligan’s Taproom, which was a nightclub, but I bought it with the intention of turning it into a sports bar. I took out the dance floor, extended the bar and added 26 TVs. A few years later, we added the outdoor patio, which we changed a few times Jeff Frymoyer, Brad Bixler and Nina Albrecht of All American Sports Pub until the arrangement best suited our customers. HT: How has your customer base evolved? BB: It used to be mostly a late-night crowd. While we still have people here late, we have much more activity throughout the day and the crowd is much more diverse. We host everything from corporate functions to college parties to families. HT: What on the menu sells well? Nina Albrecht (NA): Everything! We have great handmade burgers; I encourage everyone that comes in to try one. We also have great brisket and award-winning wings. HT: What is the beer selection like here? NA: We always have the big domestics like Coors and Miller, but we also keep a lineup of craft beers that sell really well from breweries like Dogfish Head, Sam Adams and Evil Genius. HT: What sets you apart from other sports bars in the area? HT: How has Origlio helped with the success of All American? BB: For one, we are connected to the bowling alley. So, if you come for a few games, great food and drinks are right next door. We cater to a BB: Origlio has been very helpful to us. variety of customers; there is something here for everyone. In addition to We always have access to the products the everyday things, we also host parties for big sporting events and UFC we need and have them delivered in a fights. With all our TVs, there’s not a bad seat in the house. timely manner.

AllAmericanSportsPub.com • 3190 Shillington Road, Sinking Spring • 610-678-6331

6 HeadyTimes v.106 www.origlio.com NewPRODUCTS Coors Edge (non-alcoholic) Twelve 5 Beverage Co. Coors is taking the nonalcoholic beer category head-on Brown Bomber Hard Lattes with a new liquid, a new design and a new name – These flavorful, hard Coors Edge. The reformulated brew brings the real beer coffeehouse beverages taste and refreshment Coors is known for to the health are craft brewed, 100% and wellness segment. The refreshed product has natural and dangerously tested as a favorite that consumers are delicious – ideal for likely to purchase over competitors’ a morning kick, an NA beers, and new packaging gives afternoon push or an drinkers a modern bottle they can after‑dinner treat. feel proud holding. ABV: <0.5% Package: 12 oz. bottles Brown Bomber only Availability: Year‑round, beginning in late October in Mocha Hard Latte Berks, Lancaster, Lehigh and Brown Bomber Hard Mocha Latte has a Northampton Counties wonderfully stimulating aroma of coffee and cocoa, with a rich, creamy taste and chocolatey finish. This delicious blend of Evil Genius Hard Seltzer flavors is derived from 100% Arabica coffee Made with all-natural ingredients and beans, real cream and cocoa. ABV: 5% a kiss of fruit essence, Evil Genius Packages: 12 oz. slim cans and 13.7 oz. Hard Seltzer is totally gluten free, bottles Availability: Now, year‑round in contains absolutely no sugar and Berks and Lancaster Counties weighs in at a mere 100 calories. Available in Grapefruit, Black Cherry and Brown Bomber Lemon & Lime flavors, these light, refreshing Hard Vanilla Latte and bubbly hard seltzers are the low-calorie Brown Bomber Hard Vanilla Latte has a cousin to Evil Genius’ already delicious line of scrumptious aroma of coffee and sweet beverages. ABV: 5% Package: 12 oz. cans vanilla, with a rich, creamy taste and only Availability: Year‑round, beginning velvety finish. This delicious blend of flavors in October in Berks, Lancaster, Lehigh is derived from 100% Arabica coffee and Northampton Counties beans, real cream and vanilla. ABV: 5% Packages: 12 oz. slim cans and 13.7 oz. bottles Availability: Now, year‑round in Berks and Lancaster Counties Brown Bomber Cold Hard Brew With a stimulating aroma and flavor of true Arabic coffee, Brown Bomber Cold Hard Brew has a smooth, creamy taste and a black Steel Reserve coffee finish. It is made with 100% Arabica coffee beans, a bit of cream and a hint of Spiked Strawberry Blast sweetness. ABV: 4.2% Package: 12 oz. slim Since Steel Reserve Alloy Series launched in 2014, it cans only Availability: Now, year‑round in has continued to grow year over year in volume, and Berks and Lancaster Counties that growth is expected to continue with the latest flavor innovation – Spiked Strawberry Blast. This new offering features a strawberry confectionary-like flavor with a lingering, sweet finish. Supported by new POS, PR activations, plus paid and organic social media pushes – get ready for the flavorful blast! ABV: 8% Package: 24 oz. cans only Availability: Year‑round, beginning in November in Lancaster and Berks Counties www.origlio.com HeadyTimes v.106 7 SeasonalSELECTIONS When Demand Exceeds Supply Blue Moon Iced Coffee Blonde Give a cheerful welcome to the Many of our craft seasonal and specialty releases are first nationally available blonde available in limited or extremely limited quantities. coffee-flavored beer – Blue Moon Breweries only produce a certain amount of their specialty Iced Coffee Blonde. This blonde- beers and Origlio Beverage does all they can to get as colored wheat ale boasts a bright much product as possible. In addition, this publication is coffee aroma and mild malt compiled months prior to the decision made by the brewery sweetness for a balanced taste to allocate their products to the wholesaler. Variations in and clean finish. The unique the production for some of these limited release offerings brew has been a top performer will fluctuate, resulting in lower quantities than anticipated. at Blue Moon’s RiNo brewery in If you are interested in something you see in this Colorado, particularly in the winter months. ABV: 5.4% publication and it is out of stock when you place your Packages: 12 oz. bottles and draught (available now in order, please contact your Origlio Sales Representative the Blue Moon Share Pack) Availability: November in to discuss similar options. Berks, Lancaster, Lehigh and Northampton Counties Origlio also sends a craft email blast, weekly to inform customers of seasonal offerings that are available to you Leinenkugel’s immediately and ones that will be in stock soon. Snowdrift Vanilla Porter If you are interested in receiving this email please contact Jessica Lawrence at [email protected] with Drift into winter with Leinenkugel’s your email address. festive, fuller-bodied brew with hints of cocoa, coffee and caramel brought out by roasted malts and aged Miller High Life vanilla. The smooth and creamy taste is perfect for warming up winter, and Champagne Bottles goes perfectly with holiday favorites Miller High Life already delivers an such as marshmallow sweet potato unpretentious, quality beer at an affordable casserole, savory roasted meats with price, and this holiday season, it’s bringing molé and any decadent combination festivity back to its roots. Back by popular of chocolate and cherry. ABV: 6% Packages: 12 oz. demand, the Champagne of Beers’ limited- bottles and draught Availability: November in edition 750ml champagne bottles are every Lancaster and Berks Counties High Life drinker’s favorite, new annual tradition. As shoppers look for something special to bring Leinenkugel’s to their holiday gatherings, festive displays featuring Cranberry Ginger Shandy floor-ready champagne cartons will showcase the unique bottle and increase basket ring by inspiring them to add Start a new holiday tradition with Leinenkugel’s some celebration to their carts. Availability: November in Cranberry Ginger Shandy – a traditional wheat beer with Lancaster and Berks Counties natural cranberry flavor and a hint of ginger – that’s as refreshing as a toboggan ride on fresh winter snow. Its Miller Lite hazy, golden apricot color shows off pink highlights, while the aroma of cranberries Holiday Aluminum Pint lets subtle yet noticeable wisps of spicy Nothing fills the holidays with more cheer than the ginger, lemon zest and bread crusts great-tasting, less filling original light beer – and peek through. Cranberries provide both this season, Miller Lite will bring more sweet and tart characteristics, which to festivities than ever before with balance nicely with the earthy malts and holiday-themed aluminum pints. Each pair beautifully with honey-glazed limited-edition bottle is dressed up in ham, brie cheese or a green salad Instagram-ready ugly holiday sweater with tart vinaigrette dressing. graphics and even features a snapcode, ABV: 4.2% Packages: 12 oz. giving drinkers the chance to win their cans, 12 oz. bottles and draught own matching Miller Lite knitwear. Availability: November Availability: November in Lancaster and in Lancaster and Berks Counties Berks Counties

8 HeadyTimes v.106 www.origlio.com SeasonalSELECTIONS Samuel Adams Dogfish Head White Christmas IPAs for the Holidays This spiced white ale is perfect for the season. Four varieties of IPA goodness White Christmas’ citrus orange flavors balance in one holiday-themed spicy cinnamon and earthy nutmeg, with 12-pack, Dogfish Head IPAs a crisp wheat character, for a flavorful and for the Holidays features: 60 refreshing ale. ABV: 5.8% Packages: 12 oz. Minute IPA, a continually bottles and draught Availability: November in hopped East Coast IPA Berks, Lehigh and Northampton Counties brewed with a slew of great Northwest Samuel Adams hops; 90 Minute Winter Lager IPA, a continually hopped Imperial IPA whose powerful malt backbone stands up to the Winter Lager is the taste of the holiday extreme hopping rate; Sixty One, 60 Minute IPA with season in a glass. Its rich malt notes and accents Syrah grape must added for an IPA with equal parts of spicy and warm cinnamon, cool ginger and citrus fruity complexity and pungent hoppiness and orange peel are just the right companion for decking All Things Yet IPA, brewed with a blend of the halls, your holiday table, your refrigerator, your botanicals – juniper, coriander, lemon peel hand… No matter what or how you celebrate, do it and green cardamom – and hopped with Centennial and with a Sam. ABV: 5.6% Simcoe hops. Availability: November in Lancaster, Packages: 12 oz. bottles, Berks, Lehigh and Northampton Counties 12 oz. cans and draught Availability: November in Berks, Lehigh and Northampton Counties Great Lakes Blackout Stout Bold and dark as a power-less metropolis, this Russian Imperial stout commemorates the infamous 2003 blackout that briefly left some 55 million people utterly unplugged. Rich and kindled with black malt & roasted barley and illuminated by flickers of Dogfish Head 75 Minute IPA bitter hops, Blackout Stout The original 75 Minute IPA was a blend of two pairs well with caviar, chocolate beloved beers – a precise 50-50 blend desserts and candlelight. ABV: 9.9% of 60 Minute IPA and 90 Minute IPA – Packages: 12 oz. bottles and draught and later, it evolved into a special, cask- Availability: November in Lancaster, conditioned ale. This year’s release began Berks, Lehigh and Northampton Counties as a classic IPA brewed with maple syrup from Dogfish founder and CEO Sam Calagione’s Great Lakes Christmas Ale family farm. It was continually hopped for 75 Do not open ’til Christmas? Whoever coined that minutes during the boil and then dry hopped phrase obviously hasn’t tasted Christmas Ale’s fresh with a slew of Cascade hops! honey, cinnamon and ginger flavors. A Yuletide’s Golden amber in color, this beer worth of holiday spices and sweet honey will exudes aromas of piney and have you a-wassailing all season long. citrusy hops, and it’s malty and pleasantly This one pairs well with roasted duck, sweet flavor is full of light citrus notes. spiced desserts and ugly Christmas The steampunk-inspired artwork for this year’s release sweaters. ABV: 7.5% was created by Dan Stiles, DFH’s 2020 Off-Centered Packages: 12 oz. Art Series artist. Based in Portland, Oregon, Stiles is bottles and draught inspired by skateboard graphics, album covers and Availability: November in Lancaster, vintage packaging. ABV: 7.5% Packages: 12 oz. bottles Berks, Lehigh and Northampton Counties and draught Availability: November in Lancaster, Berks, Lehigh and Northampton Counties

www.origlio.com HeadyTimes v.106 9 SeasonalSELECTIONS Evil Genius Shiner Holiday Cheer I’ll Have What She’s Having Holiday traditions come in all shapes and This chocolate & hazelnut Imperial stout is a sizes. Shiner’s comes in freshly wrapped strong, dark beer – something only possible bottles. This old-world dunkelweizen from the minds at Evil Genius. A rich, creamy, is brewed with Texas peaches and over-the-top stout layered with flavors of roasted pecans – perfect for cracking roasted barley, molasses, chocolate, caramel open in front of a crackling fire. and hazelnut, it’s not too heavy on the ABV: 5.4% Packages: 12 oz. bottles palate, and has a surprisingly dry finish. and draught Availability: October This sturdy yet drinkable brew is perfect for in Lancaster, Berks, Lehigh and the winter months. Note: Evil Genius is not Northampton Counties responsible for any inappropriate orgasmic outbursts after drinking this beer. ABV: 9.4% Shiner Texas Cold Front Packages: 12 oz. bottles and draught Variety Pack Availability: October in Lancaster, Berks, This limited-edition 12-pack variety Lehigh and Northampton Counties will be here just in time for the Evil Genius Santa!! cold winter months. Included in the mix are: Shiner Frost, a pale I Know Him! golden lager with hints of malt and Evil Genius’ holiday saison is brewed with rose a crisp, dry finish; Morello Dark hips, chamomile, black currants and dark Belgian Cherry Lager, a smooth, dark candi syrup. Deep, complex and intriguing, this lager brewed with Morello cherries bone-dry, Belgian-style ale is sure to seduce you, and Candied Pecan Porter, a slightly sweet, full-bodied or the one you’re with. Roses, chamomile and porter with a rich pecan aroma. Get your mittens on a currants have long been considered powerful cold one! Availability: November in Lancaster, Berks, aphrodisiacs, so Evil Genius combined them Lehigh and Northampton Counties with mysterious and beguiling Belgian saison yeast. The result is something very special Shiner Birthday Beer 111: S’more and sure to help spice up nights spent at Back for another year, Shiner’s home during the cold winter months. Have you S’more Chocolate & Marshmallow been naughty or nice this year? ABV: 7.2% Ale is inspired by the delicious Packages: 12 oz. bottles and draught campfire treat. This limited brew Availability: November in Lancaster, Berks, is made with Tejas chocolate, Lehigh and Northampton Counties dark, roasted malts that serve up notes of cinnamon and caramel Evil Genius New Phone, backed by subtle hints of graham Who Dis? cracker and vanilla. It’s a full-bodied, Your favorite espresso beverage slightly sweet ale that’s has now become your favorite sure to make you one happy camper. adult beverage! This caramel ABV: 5% Packages: 12 oz. bottles and macchiato porter is brewed draught Availability: Late December with American barley, caramel in Lancaster, Berks, Lehigh and and chocolate malt, and Northampton Counties a touch of dark wheat. It’s gently hopped with American and German hops, and then The Red Bull infused with caramel and locally roasted La Colombe Winter Edition coffee. New Phone, Who The Red Bull Winter Edition combines the Dis? is full-bodied, smooth wings of Red Bull Energy Drink with the taste and robust, with notes of sweet caramel, mocha and of juicy plum. ABV: NA Package: 8 oz. cans chocolate. ABV: 6% Packages: 12 oz. bottles and only Availability: November in Lancaster, draught Availability: December in Lancaster, Berks, Berks, Lehigh and Northampton Counties Lehigh and Northampton Counties

10 HeadyTimes v.106 www.origlio.com SeasonalSELECTIONS Guinness Stock Ale Firestone Walker Double Jack This stock ale, aged in Bulleit bourbon IPA is Back on Draught & barrels, is dark, intense and luxurious. In Merlin’s Mixed Pack It has an aroma of vanilla, coffee, Double Jack returns with a vengeance after a long stone fruit and ripe berries. hiatus, for those who demanded it back – and for Guinness Stock Ale is hearty and those who missed out on the original. Available for a full-bodied, with notes of nutty limited time only in 50L kegs and in Merlin’s Mixed chocolate, raisin, roasted barley Pack (which also includes three complementary IPAs: and sweet, dark fruit. ABV: 10.7% Luponic Distortion, Union Jack IPA and Easy Jack Package: 11.2 oz. bottles only IPA) this beer is intensely Availability: November in Lancaster and hoppy yet supremely Berks Counties balanced. Double Jack is a signature DIPA, Narragansett Autocrat famed as one of the Coffee Milk Stout West Coast’s trailblazing Imperial IPAs. ABV: 9.5% This beer is a unique collaboration that Packages: Draught brings together Narragansett’s bittersweet and in the Merlin Variety milk stout with dark, delicious Autocrat Pack Availability: Merlin’s coffee. Flavors of chocolate malt, midnight Mixed Pack in October, Double wheat malt and rich crystal malt are Jack draught in November in complemented by milk sugar to produce a Lancaster, Berks, Lehigh and creamy body and mouthfeel. The mellow Northampton Counties flavor is balanced with the perfect touch of hops. ABV: 5.5% Package: 16 oz. Firestone Walker cans only Availability: Late October in Coconut Merlin Milk Stout Lancaster, Berks, Lehigh and Northampton Counties With an infusion of freshly toasted coconuts and a touch of seasonal Peak Winter IPA sorcery, Brewmaster Matt “Merlin” Brynildson conjured up Coconut Merlin This hazy, hop-bursting, New England- – a uniquely flavored brew for fall and style IPA is brewed to brighten things up a winter. A new twist on Firestone Walker’s bit as the colder weather sets in. Infused signature Merlin Milk Stout, fresh coconut with a juicy blend of Calypso, Azacca, flavors perfectly accentuate Simcoe and Citra hops, this beer will help the beer’s roasty, nutty keep you warm and happy. ABV: 6.2% character. ABV: 5.5% Packages: 12 oz. cans and draught Packages: 12 oz. Availability: November in Lancaster, cans and draught Berks, Lehigh and Northampton Counties Availability: October in Lancaster, Berks, Lehigh and Northampton Counties

Heineken Holiday Packaging From mid-October through the end of the year, Heineken 12 and 24-pack bottles will be sporting some sweet holiday duds.

www.origlio.com HeadyTimes v.106 11 SeasonalSELECTIONS Cape May King Porter Stomp Heavy Seas Galaxy Cannon The smooth notes of natural chocolate in Heavy Seas’ 2019 single hopped King Porter Stomp are in perfect syncopation series continues with Galaxy Cannon. with the five different malts that provide the Descended from the German hop variety, bass line of this robust beast. Medium-bodied Perle, Galaxy is a unique Australian with a creamy, chocolate milk-like aroma, breed of hops that has the distinction King Porter Stomp is smooth jazz in a can. of sporting the highest percentage ABV: 7.4% Packages: 12 oz. cans and of essential oils in the industry. draught Availability: November in Lancaster, Galaxy has an amazing citrus, peach Berks, Lehigh and Northampton Counties and passionfruit aroma, especially when used as a late addition. The Cape May flavor is often quite intense upon production, but King Porter Stomp Nitro mellows as it matures. ABV: 6% Package: Draught only Availability: November in Berks, Lehigh and Cape May’s nitro variation of King Porter Northampton Counties Stomp – originally brewed for the Exit Zero Jazz Festival – is everything you love about the Heavy Seas Siren Noir original, only smoother and silkier. The assertive chocolate presence is still forward, with the Siren Noire isn’t your father’s chocolate stout. natural chocolate in perfect syncopation with Almost three pounds of Belgian cocoa nibs are the five different malts that make up the bass used per barrel and it’s aged for five weeks in line of this robust beast. Its medium body is bourbon barrels with vanilla beans added. A mix more like a chocolate milkshake. ABV: 7.4% of dark malts gives Siren Noire a well-rounded Package: Draught only Availability: November body that is decidedly chocolaty – but without in Lancaster, Berks, Lehigh and being extraordinarily sweet. Brewers Gold hops Northampton Counties contribute an earthy spiciness, with notes of black currant. ABV: 9.5% Package: 12 oz. Cape May bottles only Availability: December in Berks, Ties the Room Together Lehigh and Northampton Counties If Gary the bartender had accidentally mixed Heavy Seas The Dude’s Caucasian with his oat sodas, this Coconut Siren Noir would be the result: a White Russian-inspired cream ale with coﬀee beans, cocoa nibs, Heavy Seas created a variant on lactose and vanilla. Like The Dude, Ties the their extremely successful Siren Noire Room Together abides, but that’s just Cape chocolate stout. They decided to May’s opinion. ABV: 8.5% Packages: 16 oz. forgo the vanilla bean addition that cans and draught Availability: November in Lancaster, the regular Siren Noire has and add Berks, Lehigh and Northampton Counties a healthy addition of fresh coconut, as well as toasted coconut. Dark Cape May White Caps chocolate was then added to accentuate the flavors further. This beer is like a Mounds Bar Brewed with hefty portions of wheat and in a glass! ABV: 9.5% Package: Draught only oats, White Caps has a soft mouthfeel, a Availability: Limited quantities in December in Berks, pillowy head and a robust body. Featuring Lehigh and Northampton Counties Mosaic and Citra hops, this eﬀervescent DIPA explodes with notes of papaya, mango, stone Heavy Seas 24 Quadruple IPA fruits and citrus. Like the Atlantic during a nor’easter, White Caps is slightly dangerous, What better way to celebrate 24 years utterly crushable and thoroughly New Jersey. of brewing than with 4x the hops? This ABV: 7.5% Packages: 16 oz. cans and quadruple IPA is Heavy Seas’ really big way draught Availability: November in Lancaster, Berks, of saying thank you. Bursting with notes Lehigh and Northampton Counties of grapefruit, orange and ripe stone fruit, it brings a juiciness to every celebration. Cheers to 24! ABV: 14% Packages: 16 oz. cans and draught Availability: December in Berks, Lehigh and Northampton Counties

12 HeadyTimes v.106 www.origlio.com SeasonalSELECTIONS Flying Fish Winter Cru Harpoon ’Tis the Hints of cinnamon and nutmeg are Seasonal Mix Pack highlighted in this Belgian-style ale that’s It’s cold outside. Just the time to gather with friends and made for cold weather enjoyment. ABV: 7% family to tell old stories and make new ones. Harpoon Packages: 12 oz. bottles and draught cobbled together this perfect mix pack just for these Availability: November in Lancaster, occasions. Included in this seasonal variety (available Lehigh and Northampton Counties in bottles and cans) are: Harpoon IPA, American IPA, Juicer and Winter Warmer. There’s a beer here to Flying Fish Greatest Sips share with every elf in your workshop! Packages: 12 oz. Variety Pack bottles and 12 oz. cans Availability: October in Berks County For the first time ever, our friends at Fish have created a limited-edition variety pack to enjoy with friends and family this holiday season. Jersey Juice and Stormy Skies bring the hops and the haze while Fried Ice Cream Stout and Caramel Espresso Porter bring the rich, roasty pastry stout vibes your way in this exclusive 6/4 pack. Availability: Limited quantities in November Harpoon Winter Warmer in Lancaster, Lehigh and Northampton Counties A touch of cinnamon and nutmeg give this full-bodied ale its festive flavor. Fitting for Flying Fish a season steeped in tradition, this classic Fried Ice Cream Stout winter ale is ready for revelry. ABV: 5.9% Packages: 12 oz. bottles, 12 oz. cans This rich and complex stout and draught Availability: October in provides ample aromas of Berks County roasted malt and vanilla. Then it gets paired with real Harpoon Giving Gose vanilla ice cream, flavors of cinnamon and dark Giving Gose is a refreshingly tart and chocolate to produce a truly nuanced cranberry gose – perfect to unique treat. ABV: 10.3% share during a football tailgate or across Package: 16 oz. cans only a Thanksgiving table. $1 for every Availability: November in 4-pack sold will be donated by Harpoon Lancaster, Lehigh and Helps to the regional food bank of the Northampton Counties territory where its sold. ABV: 4.7% Packages: 16 oz. cans and draught Availability: November in Berks County

UFO Winter Blonde UFO Jingle All The Way Whether skiing the snowy trails or enjoying Holiday party goers rejoice! a jovial game night, there’s nothing like This is the perfect mix of capping off winter adventures with UFO beers for even the pickiest in Winter Blonde, a delightfully refreshing your friend circle. Included in unfiltered wheat beer with a touch of this seasonal 2/12 can mix vanilla sweetness and a subtle coffee are: UFO White, Pineapple, aroma. ABV: 4.9% Packages: 12 oz. Raspberry and Winter cans and draught Availability: October in Blonde. Availability: October Berks County in Berks County

www.origlio.com HeadyTimes v.106 13 SeasonalSELECTIONS Sly Fox Christmas Ale Saranac If you’re looking for a festive brew to get Holidaze Haze IPA the holiday spirit flowing, grab a can of This unfiltered, soft and juicy Sly Fox 2019 Christmas Ale! The much- IPA is brewed with Centennial, anticipated seasonal release delivers a flavorful Calypso, Citra and Galaxy combination of cloves, ginger, cinnamon, hops for flavors of citrus nutmeg and allspice backed by caramel malt and tropical fruit. ABV: 6% and holiday cheer. The collectible cans – with Packages: 12 oz. cans and a handy gift tag included in the design – create draught Availability: November joyous displays of seasonal color! This perennial favorite in Lancaster and Berks Counties is also available in kegs to add some festive cheer to your tap list. ABV: 6.3% Packages: 12 oz. cans and Saranac draught Availability: November in Lancaster County Caramel Porter Sly Fox Inscrutable Exhortations Saranac took a traditional porter and added real caramel for a There’s a stirring, a longing, a desire that deliciously rich flavor. This dark, can’t be placed lodged in the soul. Take a English-style porter is brewed with sip. Reach deep. Indulge in your flights of roasted barley, chocolate and fancy, and let the Inscrutable Exhortations caramel malts for a sessionable take control. This golden, sneakily easy- brew that will surely satisfy your drinking DIPA is exploding with fruity and beer tooth. ABV: 5.4% Packages: 12 oz. bottles and juicy flavors that will leave you bewildered, draught Availability: November in Lancaster and wondering what force keeps urging you to sip Berks Counties some more. ABV: 8.7% Packages: 16 oz. cans and draught Availability: November in Lancaster County Saranac 12 Beers of Winter Sly Fox Softly Falling Darkness This year’s Saranac 12 Beers of Winter 2/12 variety Days grow short, nights grow long and the beer in our pack includes: Holidaze Haze IPA, an unfiltered, glass grows dark. As winter settles in around the brewery, soft and juicy IPA; Citrus Freeze, an unfiltered, juicy hearty malts come out to play. Softly Falling Darkness ale brewed with tangerine and orange peel; Black is a deep, rich stout softened by heaps of oats. Velvet Forest Cake, Saranac’s famous notes of dark chocolate dance across the Black Forest Lager brewed with dark palate. ABV: 5.9% Packages: 12 oz. chocolate, vanilla & tart cherries and cans and draught Availability: December Season’s Best, an amber beer with in Lancaster County rich and hearty flavors created by adding malt right to the brew kettle. Availability: November in Lancaster and Berks Counties

Lagunitas Willettized Lagunitas Cherry Jane Kentucky’s own Willett Distillery has one kind This sweet tart sour ale is full of Turkish Delight of barrel: wood. And they put two things in cherries, giving it a puckered-up punch of those barrels: bourbon and rye. Lagunitas was cherry charm. Then it’s fermented with some fortunate enough to get some of their bourbon Brettanomyces for that extra funky funk. ABV: TBD barrels, and they put their Imperial stout in Packages: 12 oz. bottles and draught them. Willettized is a chocolatey, coffee-y, Availability: December in Lehigh and smoky, bourbon-y beast of a barrel-aged Northampton Counties beer. Word. ABV: TBD Packages: 12 oz. bottles and draught Availability: November in Lehigh and Northampton Counties

14 HeadyTimes v.106 www.origlio.com Available Year-Round PERFECT FOR THE SEASON Great Lakes Weyerbacher Edmund Fitzgerald Porter Blithering Idiot This robust and complex porter is a bittersweet Blithering Idiot is brewed in the British tribute to the legendary freighter’s fallen crew – tradition of balanced, hearty ales. A deep- taken too soon when the gales of November copper ale with intense malty notes of date came early. Brewed with rich, roasted barley, and fig, this barleywine, that ages quite its chocolate-coffee notes make it a perfect well, has a warm and fruity finish that begs companion to oysters and chocolate desserts. for the next sip. This brew, perfect to warm ABV: 6% Packages: 12 oz. bottles and you on the coldest of nights, is best served draught in Lancaster, Berks, Lehigh and in a snifter. ABV: 11.1% Packages: 12 oz. Northampton Counties bottles and draught in Lehigh and Northampton Counties Verdi Spumante Perfect for holiday celebrations, Verdi Spumante is Heineken 0.0 deliciously sparkling and zesty, with a soft and fruity No holiday party is complete without a non- flavor. Serve chilled to fully enjoy its balanced, clean, alcoholic option, and now there’s an exciting delightful taste. Verdi’s also great as a mixer for festive, beverage for those driving holiday cocktails, like a Pomegranate Sparkletini. home from the party. Light golden in color, Heineken 3 ½ oz. Verdi Spumante 0.0 has a fruity, 1 oz. fresh pomegranate juice subtle malt aroma and Serve in a champagne glass and garnish with a perfectly balanced pomegranate seeds. taste, with fruity notes and a soft, malty body. This inspiring and innovative beer without alcohol will be met with a pleasant, refreshing and clean aftertaste. ABV: NA Packages: 12 oz. bottles and 12 oz. cans in Lancaster and Berks Counties

Programs Miller Lite Holiday Knitwear Wine and spirits may be at the top of holiday shoppers’ minds, but beer still plays a critical role – and has twice as many sales during the holiday season. It’s the time of year when shoppers start looking for festive drinking occasions everywhere they turn, and they can count on the original light beer being there for all of the season’s light beer moments. This year, Miller Lite is continuing the celebration with its annual ugly holiday sweater tradition, and the 2019 Miller Lite holiday knitwear line is bigger than ever, with updated designs and new items such as vests, slippers and even dog scarves.

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Coors Light and the 76ers Remind Fans to “Chill, It’s a Process” Coors Light Philly hoops fans have high hopes Made to Chill once again, and this NBA season, Coors Light will bring its Sixers In today’s always-on world, partnership to life with signage shoppers are constantly looking reminding fans to “Chill, It’s a for ways to check out from their Chill with Process.” On-premise accounts inboxes and newsfeeds for some are supported by exclusive, new time on their own, and that’s Coors Light This Sixers tap handles, LEDs and 22 oz. exactly what Coors Light delivers Holiday Season thermochromic cups, while off- with its new “Made to Chill” When consumers are longing premise shoppers can score their campaign. The world’s most to escape festive stress, Coors very own Sixers Coors Light backpack refreshing beer has always been Light will show everyone that an cooler through a self-liquidating offer. cold, but its new 30-second ice-cold beer and quality time spots, out-of-home ads and retail with friends can be the best way displays shift the conversation to enjoy a refreshing break from to “chill” by highlighting all the the season. And when they do little moments when an ice-cold find those breaks this season, beer is exactly what drinkers they’ll be more comfortable need. Spots cover everything than ever with the most chill from cracking a cold one in a holiday garment of all time – hot shower to being done with the Coors Light holiday onesie. wearing a bra after a hard day’s Local activations and posts from work. And thanks to podcast local Influencers will let drinkers sponsorships and streaming know they can join in on the partnerships with Hulu and chill festivities and purchase YouTube, the whole country is their own onesie through a Miller Lite/Coors about to get a little more chill. special microsite. Light Responsibility Program Pure Holiday Joy with Miller Lite and Coors Light are dedicated to their drinkers’ safety, and this Molson Canadian year they’re going the extra mile to When you’re a hockey fan, nothing compares make sure consumers always have a to the excitement of strapping on your skates safe ride home by giving drinkers the and hitting the pond for a game of hockey with chance to win free Uber rides for a year. friends. And when it happens around the holidays, Each brand will offer four grand prizes well, that’s Pure Holiday Joy. This winter, Molson through graphic pieces targeted to Canadian will capture all the excitement of hockey concertgoers, baseball fans, football and the holidays, highlighting everything hockey fans and revelers at holiday celebrations. fans love about the most wonderful time of the Because this year, MillerCoors isn’t year in the most wonderful place of all – the just encouraging drinkers to celebrate beer aisle. responsibly – they’re giving them a reason to celebrate. 16 HeadyTimes v.106 www.origlio.com Programs

Celebrate Día de los Muertos with Sol Día de los Muertos (Day of the Dead) Peroni Holiday is a Mexican celebration that brings families and friends together every This holiday season, shoppers who Oct. 31 – Nov. 2. The annual tradition Pilsner Urquell share their distinguished taste includes bringing offerings to gravesites Collectible Tins with the crisp, refreshing taste of or altars created to honor the memory Peroni Nastro Azzurro can bring of loved ones, and this year, Sol – a Now in its fourth year, even more to the celebration brand born in the heart of Mexico – will Pilsner Urquell’s limited- when every purchase comes with drive affinity and loyalty with Mexican- edition collectible tin series a complimentary Peroni glass. American shoppers by providing an commemorates 176 years of the Holiday gift-themed displays cross- authentic way to celebrate the holiday original golden pilsner. The series merchandise everyone’s favorite at retail. Displays and merchandising of four collectible tins is offered Italian import with its perfect food tools will feature “sugar skulls” to create as a unique SKU, and each holds and drink complements, giving retail theater and build basket ring by four limited-edition cans featuring shoppers everything they need for cross-merchandising with customary heritage-inspired designs. holiday parties – whether they’re on flowers, candles and bread offerings. the guest list or hosting their own.

Smirnoff Makes the Holiday Season Brighter Throughout the month of December, Smirnoff is bringing multiple offerings to the holidays with their festive holiday programs/POS including more ways to mingle all the way with Smirnoff Ice and offering all of the holiday cheer, without the sugar, with Smirnoff Spiked Sparkling Seltzer. Guinness Spreads Holiday Cheers Smirnoff Ice, the fastest-growing top FMB brand in dollar sales, provides Leverage the Guinness suite of festive tools to drive shoppers with easy and delicious displays and activation this holiday season! Home solutions to holiday entertaining and entertaining during the holidays continues to grow and drives sales all season long. Sweet more than 2/3 of shoppers say they’d pay more for high- beverages are the most preferred quality items this time of year. Almost 60% say they tend during the holidays and home to make impulse purchases. Shoppers spend more and entertaining continues to grow, with are likely to trade up when shopping during the holidays. cocktail parties up 75% and dinner Guinness drinkers increase spending more than 3 times parties up 72%. other beer drinkers!

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Hoppy Holidays from Ballast Point Casa Modelo Make it the Warmest Brewing Co. Our Casa Es Su Casa Time of the Year Ballast Point and its flagship No matter how you celebrate the with Corona IPAs would like to wish everyone season or honor your traditions, Casa For the 29th consecutive year, Corona Hoppy Holidays! This retail Modelo is there to make you feel at will make the coldest season feel like program features on- & off- home with what matters most. This the warmest, when consumers share premise support that leverages year’s dual-branded, bilingual POS Coronas with family and friends. A fully the brand’s iconic logo to create showcases the brand’s heritage with integrated holiday marketing campaign a wrapping paper design. Ballast hand-carved woodwork, a nod to what will feature the longest running beer Point Sculpin and Grapefruit is often seen around the holidays in commercial and second longest running Sculpin IPAs are here to make the Oaxaca, Mexico. There, scenes are holiday ad of all time, “Oh Tannenpalm”, holidays just a little more hoppy. carved out of wood, delicately painted as well as social media integrations. The and displayed during the holiday brand invites consumers to embrace, season. Casa Modelo is excited to bring share and celebrate meaningful together those who share the fighting holiday moments with their favorite spirit. This season, our casa es su casa. holiday guest, Corona.

Pacifico Partners with the U.S. Ski & Snowboard Team Pacifico is proud to sponsor the .U S. Ski & Snowboard Team and its roster of adventurous athletes taking on events like halfpipe, big air and slopestyle this winter. The independent spirit embodied by the surfers who first discovered Pacifico is carried on by the brand and those looking to unleash the independent spirit within them. The athletes that are a part of the U.S. Ski & Snowboard Team truly embody this independent spirit. They are pioneers, excelling every single day in their sport. The partnership includes 11 events across the country (two in the Northeast), national TV media, VIP hospitality, event activation and on-course branding. Celebrate the Season with Corona is Back as the Narragansett 76ers’ Cerveza Lager After a playoff run in early 2019, the 76ers are This holiday season, festive back and ready to take on a new season. For Narragansett Lager displays, the second year in a row, Corona is the official complete with holiday bows and partner of the Philadelphia 76ers. The brand will POS, will catch the consumers’ support the team throughout Philadelphia and eye and encourage purchase of the surrounding area, with watch parties and the iconic Rhode Island lager. consumer sweepstakes for game tickets.

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Merry Streaming with Mike’s White Claw Win a Trip to Throughout November and Big Sky Getaway Hang with Migos December, Mike’s is running a text-to-win program, which will st From October through From October 1 through the award one lucky winner a FREE December, White Claw is end of the year, customers can video streaming subscription of offering consumers the chance enter-to-win an all-expenses paid the winner’s choice, for a year! to text-to-win a trip for two trip for two, to Atlanta to hang Holiday movies are enjoyed as to Big Sky Resort in Big Sky, out with hip-hop group Migos at a group with family and friends, Montana. Partnering with a the Hawks Game, courtesy of bringing people together and well-known ski resort positions Mike’s HARDER Lemonade. This driving emotional connection. White Claw as a year‑round exciting giveaway includes airfare, And six out of 10 young adults premium refreshment for hotel and two hours with the one watch shows solely via streaming healthy living consumers. and only Migos! services like Netflix, Amazon Prime, Hulu and HBOGO.

Cayman Jack Supports UsToo Throughout the months of October and November, Cayman Jack will donate $.25/case sold to UsToo, an organization that empowers men diagnosed with prostate cancer, and their loved ones, with the educational resources and support services to fight prostate cancer. What’s in it for the retailer? 29% higher velocity when the program is executed. What’s in it for the consumer? 81% of millennials support brands that give back to charitable causes.

www.origlio.com HeadyTimes v.106 19 Programs Mix Something Refreshing This Season with Bravazzi This holiday season, Bravazzi is providing consumers with a simple but festive way to create holiday cocktails with their Bravazzi + prosecco program – mix one part any flavor Bravazzi with one part prosecco. This program includes: • Displays with thematic POS • Incremental sales from cross Celebrate the merchandising with featured Special Moments prosecco with Heineken • Sampling support From dealing with long lines during holiday shopping, to cooking mishaps, to someone stealing the last gift on the shelf from you, every disastrous holiday moment becomes that year’s funny story, laughed at around the table. That’s why this year Heineken is encouraging consumers to celebrate these special moments. Heineken High-value By engaging with thematic, Rebate Offer promotional packaging, shoppers can uncap a code in every bottle and Now until the beginning of January, enter at Heineken.com/holiday for consumers can save $10 via mail- a chance to win the ultimate grand in rebate with the purchase of ONE prize – a holiday party takeover, Heineken 5L DraughtKeg and ONE courtesy of Heineken or other daily 6-pack of Heineken, Heineken Light prizes including gift cards from Uber, or Heineken 0.0 (where legal). Amazon, Delta and more!

Samuel Adams Brewing The American Dream This winter, specially marked Samuel Adams Boston Lager will support Sam’s priority philanthropy program, Brewing The American Dream, with a $0.50 donation, per pack and pint. The Give Back 12-pack and Give Back On Tap will fuel food and beverage entrepreneurs through necessary grants and funding in 2020.

Check out George Latella’s latest Retail Edge blog, “Brand Strategy Wrap Up”, at Origlio.com/blog/brand-strategy-wrap. 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 57th anniversary. Latella is also a partner in Beacon Marketing group, which provides marketing planning, research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at [email protected] or 610-660-2254.

20 HeadyTimes v.106 www.origlio.com RethinkingRETAIL Origlio’s Web-based Ordering System* is Now Mobile-friendly & Easier to Use Can 1,000 Customers be Wrong? That’s how many businesses in Even from your mobile phone you • Apply a “filter” to see the metro-Philly area routinely use can now… allocated products. our improved system to place their • Monitor your sales history. • Search for products by style, orders – at their convenience – 24/7. package or brand family. “Amazon-like” and “easier-to-use” are • Immediately download a PDF of just some of the positive responses your invoice. • Never miss out on promotions & discounts. Before checkout, the we’ve received since the most • Save time by clicking “Buy Again”, system automatically reviews your recent update. if you are simply duplicating order for special programs you may an order. have missed. Here’s a peek at the new features…

3. View all current discounts & promotions.

1. From the home page, access past orders and account information.

4. The system automatically reviews orders prior to checkout to identify programs you may qualify for. 2. Search products by style, package or brand. Identify allocated products, even view allocated products from previous orders.

Of course, you can still view past orders, monitor account balances, receive order confirmations via email and access all necessary contact information for your Origlio delivery service & sales representatives – just like before. Want to give it a try? If you have never used our web-based ordering system, select the “Web Order” tab on our home page at Origlio.com. Or head to weborders.origlio.com, using one of these web browsers – Google Chrome, Firefox or Safari. From that page, click “sign up” and follow the prompts. *Please be advised that Origlio’s Online Ordering System is not supported by Internet Explorer. Also, orders placed by fax are no longer accepted. If you would rather not place orders online, please call Customer Service at 215-698-9500 during normal business hours.

www.origlio.com HeadyTimes v.106 21 1000 Patriot Parkway Reading, PA 19605

The holidays are when shoppers turn to above-premium This holiday season, Yuengling is spreading cheer by brands to add a unique twist to their seasonal gatherings. combining America’s love for the season with Traditional Blue Moon will show shoppers it’s the perfect beer for Lager, the perfect beer for celebrating. Whether you’re the job by bringing some festive excitement everywhere gearing up to head home for the holidays or Spreading it goes. Holiday-themed display pieces will bring the Your Wings and making new traditions, Lager is the perfect celebration to the beer aisle and drive basket ring with choice! Look for promotions to score Yuengling’s new knit premium cross-merchandise and limited-edition seasonal holiday ugly sweaters, beanies and socks; perfect to outfit varieties. In the on-premise, Blue Moon will bring the your holiday parties! Yuengling is also helping to spread holiday spirit to life by combining last year’s popular “Paint some cheer with their holiday text-to-win sweepstakes, the Pint” and “Paint the Ornament” programs to create where a lucky fan can win a trip home for the holidays, the national “Paint the Holiday” program. including Stub Hub gift cards, five, $50.00 Visa gift cards and cool holiday gear.