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Breweries Give Back Holiday 2014 | V.10 AMOSKEAG BEVERAGES BREWERIES GIVE BACK Retail Edge Seasonals The Beer Guy New Products Programs INTRODUCE BEER TO THE WOMEN IN YOUR LIFE | HOLIDAY SELECTIONS | BRAND STRATEGY Letter toTHE TRADE In This ISSUE Cover Story .........................1 Brewer Highlight ..................2 Stateline Paysaver................3 ODAY, MORE AND MORE CONSUMERS ARE USING THE INTERNET to search for the products or services they need. Although Amoskeag Downtown Cheers T has had a website for the past few years, we knew our business Grille & Bar .........................4 would gain credibility by having a top-notch site, so we recently had it professionally redesigned… and it looks great! Seasonal Selections ..............5 The new and improved website offers a wealth of information, making it an effective way to let our customers, suppliers and employees know about the arrival of new products, upcoming events and special promotions. In Available Year-Round addition, the user-friendly site includes Amoskeag’s history and current ........ happenings at the distributorship, a company directory with corresponding Perfect for the Season 10 email addresses and phone numbers, employment opportunities and links to our social media outlets as well as past and current editions of Heady Programs ......................... 11 Times. You will also find descriptions for all of our beers, separated by category and searchable by beverage type, brand or supplier, making products easy to find. Retail Edge ....................... 16 The new site is available to both our standing and potential customers, twenty-four hours a day, seven days a week. It allows people to browse our products and services when it’s convenient for them. With today’s busy The Beer Guy ................... 17 lifestyles, this is a very useful tool. As we continuously strive to offer the best customer service possible, we have also included an inquiry section on the site. This outlet gives our customers a way to provide honest feedback about their experiences with us, voice concerns or ask questions and receive a timely response from an Amoskeag representative. Take a moment and check out the site: www.amoskeagbeverages.com. We hope you find it informative and helpful. We also send our best to you and your family for a happy and healthy holiday season. Ed Murphy Tom Bullock Kevin Emmons VP/General Manager President VP/Marketing Director Heady Times is published four times a year, courtesy of Amoskeag Beverages. CoverSTORY Big Breweries That Give Back…Big any businesses affiliate themselves MILLERCOORS with a charity to market their com- The Holiday Meals Program provides meals to tens of thousands of citizens in 14 local communities. pany. Not only is it a meaningful way M United Way MillerCoors matches employee donations and donates $2 for each to reach customers, it helps others in the volunteer hour logged by employees. process. As the holidays approach, it is not St. Jude Children’s Hospital The Coors Light Halloween program allows consumers to unusual for companies and individuals to purchase $1 pinups at local retailers with all proceeds going to St. Jude start thinking about the less fortunate. But the less fortunate and worthy causes don’t CONSTELLATION BRANDS magically materialize during the months of Nourishing Neighbors Initiative Employees donate time, food or money to help November and December. Organizations and fight hunger in their local community. people need assistance all year long, and for Corona Cares A program initiated in 2005 by the company’s beer division and wholesaler partners to benefit children with health problems and their families. that reason, Heady Times is giving a “shout The V Foundation and Corona partner each year for the Help Find a Cure Program out” to suppliers that engage in charitable that helps in the search for a cure for cancer. endeavors continually. There are too many to acknowledge in this limited space, so our DIAGEO apologies to companies and individuals who Arthur Guinness Projects’ awardees receive mentoring and marketing support to are not listed. raise awareness of their work and make a positive change in their environment. Guinness Gives Back provides funding and resources for Fire Departments to There are very good and obvious business obtain the best available equipment, technology and training via a partnership reasons to align your efforts with a good with Guinness and the Leary Firefighters Foundation. cause. And don’t think that charities are THE BOSTON BEER CO. oblivious to your motives. Most charities Brewing the American Dream provides entrepreneurs with low-to-moderate income understand your purpose for participating businesses involved in food, beverage, hospitality and craft brewing with the and are more than happy to help you receive essential ingredients to achieve their dreams of successful business ownership a return on your investment/donation. via coaching events and loans. From a business standpoint, look for charities SPOETZL BREWERY that will give you meaningful exposure to a The Shiner Toast Our Troops program has raised almost $300,000 for The Boot large number of people. If you are sponsoring Campaign, a national, nonprofit organization, dedicated to cultivating awareness, a charitable event, try to choose one in promoting patriotism and providing assistance to military personnel (past and present) as well as wounded soldiers and their families. which your target market would participate. Publicize your involvement by sending HARPOON BREWERY press releases to the local media and In 2003, Harpoon Helps was created to organize all of Harpoon’s charitable spread the word via social media. Should work under one name. Their mission is to support local charities throughout you get involved with high-profile causes, New England with donations of Harpoon beer, volunteer hours, and by raising thousands of dollars through Harpoon events to aid their efforts. Check out media coverage will be more likely. the back cover to read about the Harpoon Helps event at the Veteran’s Affairs Medical Center in Manchester in December. If you keep your efforts in-house, designate specific products as “cause-related”. Let your customer know that when that product is purchased, a portion of the proceeds supports the charity. This information is particularly valuable to Millennials who as a generation are eager to make a difference and will spend their dollars accordingly. Data exists to back up that claim. Deloitte’s Millennial Survey 2013 reveals that four out of five Millennials are more likely to purchase from a company that supports a cause they care about. Additionally, three in four would think more highly of a company that supports a social cause. Businesses can do well financially while doing a lot of good for the community. Before the rush of the holidays is upon us, please give some thought to how you can help a great cause… all year long. www.amoskeagbeverages.com HeadyTimes v.10 1 BrewerHIGHLIGHT Jim Koch Gets Draughted Boston Beer Company After 30 years at the helm of the Boston Beer Company, this perennially innovative brewmaster has gone from mere revolutionary, all the way to Three decades ago, Jim Koch fired one of the first shots in the craft beer revolution when he began hand-selling his very first beer – Sam Adams Boston Lager. It was, and still is, brewed according to the recipe formulated by his great-great grandfather, who was a Brewmaster by trade. In 1984 when it was first introduced, Sam Adams Boston Lager was an extreme beer. There was nothing else like it sold in the market. “When I brewed my first batch of Samuel Adams Boston Lager, I fell in love with the taste of the beer,” says Koch. “I thought that if I could taste this beer every day of my life, I’d be a happy man. Well, I do get to taste it every day, and that’s one of the best things.” To Koch, being a craft brewer means having a passion for full-flavored beer, using quality ingredients and always being innovative. Last year, The Boston Beer Co. released over sixty beers and that doesn’t include all of the beer recipes they tested in their nanobrewery – a 10-gallon brewery system that operates within the walls of the brewery. “We’re always trying new ingredients, Wild yeast and different bacteria in the styles and brewing techniques,” says Koch. “I am barrels contribute a unique spicy, fruity, tart surrounded by a very creative bunch of brewers, so character to the fermentation and resulting I never worry about running out of ideas for new beer. The porous character of the oak also beers. My only concern is not having enough time allows air to slowly seep into the beer during to try them all!” Rebel IPA, the newest addition to aging, smoothing out any harsh flavors.” their year-round lineup took some time to perfect. “We’ve been brewing IPAs for years, and we’ve It’s not only the brewing of the beer that been experimenting with West Coast-style IPAs for Koch cares about; freshness is just as a while, but we just hadn’t found the right recipe. crucial to the quality. “We are consistently A lot of the in-depth research we did for this beer going to great lengths to ensure that our took place in our nanobrewery.” beers remain fresh. Back in the eighties, we pioneered putting legible freshness dating When Koch was asked which assortment of beer he on all of our Samuel Adams beer bottles would choose to sell on draught if he only had six lines to work with, he and kegs to ensure drinkers enjoy the best said, “I’d make sure to put on a good mix so folks could find their favorite beer possible. When we find beer that’s past styles, but also have the opportunity to try something new.
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