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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
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