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Holiday 2014 | V.10 AMOSKEAG BEVERAGES

BREWERIES GIVE BACK

Retail Edge Seasonals The Guy New Products Programs INTRODUCE BEER TO THE WOMEN IN YOUR LIFE | HOLIDAY SELECTIONS | BRAND STRATEGY Letter toTHE TRADE In This ISSUE

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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 & �������������������������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 , 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 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 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 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 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 . 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 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. Boston Lager, its freshness date, no matter where it is, balanced and complex, is my favorite beer, so it’s a must have. Beer tends we buy it back and replenish it with fresh to have a rhythm with the seasons so I’d want to have a couple . We’re constantly, almost obsessively, options. This time of year, I’d choose Winter Lager and White Christmas. checking our beers to ensure they’re fresh. I’d also include our West Coast style IPA, Rebel IPA and Double Agent We do thousands of freshness checks a day IPL, an India for the folks who like hoppy beers. Lastly, I might all across the country and spend millions include Tetravis, a bold and rich Belgian quad – our newest Barrel Room of dollars every year buying back and Collection beer.” destroying old beer. “I would rather dunk Speaking of the Barrel Room Collection, each beer in the series of unique, myself in a vat of bad beer than put bad limited releases, is a blend (to varying degrees) of freshly brewed Belgian beer into the mouth of a person – and it has and a funky ale called Kosmic Mother Funk, or KMF. “It’s an ale that been done!” has been aged for up to a year in large oak tuns made of Hungarian oak.

2 HeadyTimes v.10 www.amoskeagbeverages.com Off-PremiseSPOTLIGHT Stateline Paysaver OCATED ON A WELL-TRAVELED STRETCH OF RTE. 28 at 531 S. Broadway Street in Salem, the gigantic replica Lof the Green Monster painted on the front of Stateline Paysaver catches the attention of people from New Hampshire and Massachusetts, drawing them in to the enduring store. Stateline Paysaver was opened in 1972 by the Notini family who have continued to run a top-notch establishment since, and they have Steve Dardas, a 16-year veteran, to thank. He has helped smoothly run their business as both the operational manager and buyer for Stateline Paysaver. Heady Times was grateful for the opportunity to follow Dardas around the store and witness firsthand how business is done in an account that sells trailer loads of beer. “We may not have a huge space, but we know how to fill it,” Dardas Steve Dardas of Stateline Paysaver explains. It would be easy to mistake Stateline Paysaver for just another neighborhood convenience store, but the back room is packed to the gills with one of the largest selections of beer around! Stateline sells a huge volume of beer with Modelo Especial, Coronitas and Coors Light being a few of the biggest movers currently. Over the years, their keg business has exploded and people come from all around to fulfill their draft needs. “I do all my own ordering and try never to run out of beer,” Dardas proudly states. And if he doesn’t have something his customers are looking for, he’ll order it for them. Additionally, the store is open 364 days a year, only closing on Christmas day. This Salem landmark includes 16 cooler doors, a beer cave and handcrafted wooden shelving units that house hundreds of different beers and beer products. The store’s laidback, friendly vibe makes for an extremely enjoyable shopping experience in which customers are welcome to not only browse the vast selection of beer, but the large assortment of , K-cups, snacks and tobacco products as well. At Stateline Paysaver a friendly, knowledgeable staff is happy to answer any questions and provide recommendations and suggestions to interested shoppers. Their beer-loving patrons really appreciate the great service. “If we see one of our loyal customers heading into the store, we usually have their beer order waiting at the register and we’ll pop it into the trunk for them.” With the holidays quickly approaching, you can be sure that Stateline Paysaver will be ready for their customers with a great selection and a smile.

www.amoskeagbeverages.com HeadyTimes v.10 3 On-PremiseSPOTLIGHT Downtown Cheers Grille & Bar OWNTOWN CHEERS GRILLE & BAR HAS been a staple in the Concord area for over 20 Dyears. Prized for its laid-back style and inviting neighborhood feel, the big-time draw is “consistency” says owner Doug Milbury. “I’ve spent most of my life in the restaurant business and started Cheers as a catering and bartending service.” Through the years, Milbury and his talented staff have made it their mission to offer guests a great meal and excellent service, each and every visit. The restaurant/bar has a great location in downtown Concord on the corner of Depot and Storrs Streets, making it easily accessible to business people, families and local students. Their vast menu features Bonnie Osgood, General Manager of Downtown Cheers Grille & Bar a wide range of traditional and contemporary lunch and dinner with owner, Doug Milbury entrées as well as daily specials. With a focus on quality, value and hospitality, Cheers promises its guests a deliciously satisfying and memorable dining experience. Their fully stocked bar, menu and 16 draft lines provide diners with a perfect beer pairing for any meal. When Heady Times sat down with Milbury, guests were taking advantage of the daily drink special… which happened to be, on draft beer. “Our specials are a great way for people to try some of the new craft beer we have on tap.” Cheers does a booming seasonal business, but Coors Light and Pabst bottles are always popular choices. With a main dining room, a large bar and several function areas, Cheers has accommodations for 250 patrons. They offer a wide variety of function packages from cocktail parties, featuring only appetizers, to a full banquet menu. No matter the occasion, they can suit any party’s needs. Seasonally, their outdoor patio offers an ideal spot to enjoy a delicious al fresco Downtown Cheers Grille & Bar, Depot St. in Concord lunch or dinner with accompanying live music. As the holidays near, many are looking to help various charities in need and Cheers is no exception. They will once again partner with the U.S. Marine Corps Reserve Toys for Tots Foundation to ensure that underprivileged children experience the thrill of opening holiday gifts. “We have been a big supporter of Toys for Tots and are committed, now more than ever, to ensure that disadvantaged children don’t go empty-handed this holiday season,” states Milbury. A casual American restaurant & bar with a warm, inviting atmosphere and an attentive, friendly staff makes Downtown Cheers Grille & Bar a perpetual winner!

4 HeadyTimes v.10 www.amoskeagbeverages.com SeasonalSELECTIONS

When Demand Exceeds Supply Smirnoff Ice Strawberry Bellini Many of our craft seasonal and specialty releases are The newest, sparkling available in limited quantities. Breweries only produce beverage from Smirnoff a certain amount of their specialty beers and Amoskeag Ice, which combines the does all they can to get as much product as possible. In juicy taste and aroma addition, this magazine is compiled months prior to the of ripe strawberries with decision made by the brewery to allocate their products a sparkling white / to the wholesaler. Variations in production for some of champagne finish is, these limited release offerings will fluctuate, resulting in Strawberry Bellini! This lower quantities than anticipated. If you are interested in seasonal selection is a something you see in this publication and it is out of stock beautiful pink wine color that when you place your order, please contact your Amoskeag is festive and gorgeous, especially when served in a Beverages sales representative to discuss a similar product. champagne flute – perfect for New Year’s celebrations. Cheers to your own bottle of bubbly! ABV: 5.8% Package: 11.2 oz. bottles only Availability: November The Guinness Signature Series Blue Moon Brewmaster’s Discovering more about Winter Sampler Pack brewing heritage, techniques and recipes has become a past Blue Moon’s 2014 time for the growing number Winter Sampler is of ‘better beer’ drinkers in perfect for holiday the . Guinness, parties. The exciting one of America’s most loved mix includes six brands, has a rich brewing varieties of Blue heritage and an archive of Moon: Cinnamon precious brewing stories, Horchata Ale, techniques and styles that it Gingerbread Spiced Ale, is finally ready to share. The Mountain Abbey Ale, Belgian White Guinness Signature Series is Belgian-Style Wheat Ale, Rounder and Farmhouse a range of small-batch, luxury Red. Availability: November beers developed by Guinness Master Brewers to share the history of beer, reimagined through modern expressions of Guinness. These unique and distinctive beers are made from rare and highly sought- after ingredients, perfect to serve for fine dining, personal indulgence and elegant gifting. Woodstock Inn Before mastering the and for which his St. James Gate Brewery became famous, Arthur Guinness Frosty Goggles was renowned for his amber . Inspired by this, the Frosty Goggles is a delicious first edition of this series will beGuinness 1759. In un-filtered that is red this first release, Guinness pays homage to the shared in color. This beer has citrus, beginnings of beer and whiskey. This 100% malt hoppy notes and is super easy construction of this imported brew includes peated to drink, making it a perfect whiskey malt and imparts a subtle, sweet character brew for sipping by the fire and vibrant depth to this noble brew. Butterscotch after a day on the slopes. aroma provides a first impression, followed by mellow ABV: 5% Packages: 12 oz. hop notes, a crisp, earthy flavor and hints of smoke bottles and draught that are reminiscent of whiskey. This specialty brew is Availability: November complex yet approachable; ideal for sipping, sharing or serving with the finest foods.ABV: 9% Package: 22 oz. champagne bottles only Availability: Very Limited quantities in November

www.amoskeagbeverages.com HeadyTimes v.10 5 SeasonalSELECTIONS Samuel Adams Winter Lager Jolly Traveler Bold and rich with a touch of Jolly Traveler is a cheerful winter spice, this dark wheat lager beer inspired by the senses of the is brewed with freshly ground season. A brewed with cinnamon, ginger and orange peel notes of orange, pomegranate for a deep, smooth flavor that will and spice, this winter shandy keep you warm on a cold winter’s is a refreshing libation for night. ABV: 5.6% Packages: 12 the season of festivity – jolly, and 22 oz. bottles and draught merry and bright. ABV: 4.4% Availability: November Packages: 12 oz. bottles and draught Availability: November Samuel Adams Merry Maker Gingerbread Stout Smuttynose Zinneke Lively and festive with a devilish streak, Zinneke returns to the Big this rich, dark gingerbread stout entices Beer Series in mid to late with the aromas of the holidays. The November. This Belgian-style flavor of gingerbread comes alive, stout combines the roasted beginning with the smooth sweetness notes of an export stout with and heartiness of dark roasted fruity flavors and aromas for a and a touch of wheat. But it’s the unique hybrid style that’s perfect intensity and spices of cinnamon, for chilly evenings by bonfires. clove, nutmeg and ginger that add a Like all of the brews in the Big wicked kick to this jolly, playful brew. Beer Series, Zinneke is a single ABV: 9% Package: 22 oz. bottles release. It’ll be around as long only Availability: Limited quantities in as it’s around, but don’t worry; November it ages very well. ABV: 8.5% Package: 22 oz. bottles only Samuel Adams White Christmas Availability: Very limited quantities A hazy, crisp white ale brewed with in late November holiday spices, White Christmas is unique and festive. This unfiltered white ale has a familiar, crisp Victory Winter Cheers wheat character combined with Winter weather may drive us cinnamon, nutmeg and orange indoors, but it cannot dampen peel for a brew that’s perfect our spirits when hearth, home for the season. ABV: 5.8% and meet in jubilation. Packages: 12 oz. bottles and Hoisted high in its golden glory, draught Availability: November Winter Cheers lives up to its name, fueling festive times and Samuel Adams Winter Favorites chasing winter’s chill. Glowing The Sam Adams winter mix pack offers drinkers and glimmering, frothy and seasonal variety with five different beer styles shimmering, this celebratory including: Samuel Adams Boston Lager, Winter Lager, wheat ale features luscious White Christmas, Old Fezziwig Ale and Chocolate . fruity and spicy notes, making it a perfect Availability: November brew to brighten spirits even on the darkest of nights. ABV: 6.7% Packages: 12 oz. bottles and draught Availability: November

6 HeadyTimes v.10 www.amoskeagbeverages.com SeasonalSELECTIONS Harpoon Winter Warmer Returning for its 26th year, Harpoon Winter Warmer continues to be a favorite winter tradition on those cold winter days. Harpoon brewed the latest version of their Shiner Holiday Cheer classic winter seasonal to be This seasonal dunkelweizen, also known more malty and robust. The as a dark wheat, is brewed with Texas characteristic cinnamon and peaches and roasted pecans. The nutmeg come through in the brewery’s most complex beer, Holiday aroma, but are subtle on the Cheer features beautiful aromatics palate. This smooth and full- and a one-of-a-kind taste, perfect bodied spiced ale yields a rich for all of your holiday celebrations! chestnut color. Winter Warmer ABV: 5.4% Packages: 12 oz. bottles complements any holiday gathering, whether enjoying and 12 oz. cans Availability: Mid- a pint with friends in a cozy or serving it at a large October family get-together. ABV: 5.9% Packages: 12 oz. bottles and draught Availability: Late October Nepenthe Ales’s Harpoon Snowed In Mix Pack Bourbon-Barrel Aged ‘Shire Stout We all have fond memories of Bourbon Barrel-Aged ‘Shire a snow day – the “no school” Stout is a huge beer. Candia announcement on TV, the Road Brewing Co. takes coziness of home while the their original flagship ‘Shire snow falls and the sparkling Stout and makes it bigger. winter wonderland afterward. It’s This stout is matured in not quite the same as an adult, barrels for but being snowed in today is still a minimum of six months. pretty fun. Harpoon’s winter mix Last year’s run was their pack was assembled with snow first experiment with the days in mind, though it will make project. They were aged in any winter occasion special. The Maker’s Mark barrels. To 2014 Harpoon Snowed In Mix pay homage to Maker’s, Pack includes: Harpoon each bottle is hand-dipped IPA, a copper-colored ale in red wax. This year, Candia Road switched up the with a medium body and line and introduced Jack Daniel’s barrels. ABV: 10.2% a balanced hop character, Package: 22 oz. bottles only Availability: December Harpoon Winter Warmer, a true holiday favorite with cinnamon and nutmeg spices, UFO White, a refreshing ale spiced with orange peel and coriander Magic Hat Snow Roller and the new UFO Gingerland, an unfiltered gingerbread- The ancient ritual of brewing a inspired ale. Let it snow! Availability: November distinctly rich and flavorful beer is a performance to behold. UFO Gingerland Magic Hat’s Snow Roller has a mysterious mélange of time- There’s a new UFO beer for the winter season! honored ingredients harmonize Inspired by a classic tale, cinnamon, clove with chaotic chemistry, humble and ginger combine with an unfiltered wheat patience and blind faith to beer in this deliciously spiced, gingerbread- create this unique beer to inspired beer. ABV: 5.2% Packages: 12 oz. share in the rousing company bottles and draught Availability: November of kindred spirits. Cheers to this delicious ! ABV: 6.2% Packages: 12 oz. bottles and draught Availability: November

www.amoskeagbeverages.com HeadyTimes v.10 7 SeasonalSELECTIONS Sierra Nevada Celebration Ale Baxter Brewing Phantom Punch It just wouldn’t be the Winter Stout holiday season without Baxter Brewing named its the annual release of winter stout in celebration Sierra Nevada’s legendary of Lewiston’s 1965 Ali/ Celebration Ale. This popular Liston heavyweight beer was first introduced championship. “Phantom in the winter of 1981 and Punch” is a foreign extra since then, it has become stout with a hearty 6.8% a welcome favorite on the ABV; enough to warm up holiday table. Each year, winter gatherings, but not debates rage about the too much to prevent sipping a few by the fire. Its deep brewery’s choice of spices for this holiday beer. In black hue and rich tan head complement the full, reality, the unique spiced flavors of juniper, citrus but not overly-heavy body. Roasted and toasted malts rind, and cinnamon come from the dry-hopping with dominate the flavor, with hints of caramel and strong a blend of fresh whole-cone hops. Celebration Ale notes of chocolate. Meanwhile, roasted organic cocoa is also a versatile food beer, pairing with many of nibs reinforce the malty chocolate flavors, while real the traditional holiday staples. Its full, creamy body vanilla beans suggest a touch of sweetness without and clean, moderately finish work well to cut weighing down the brew. Lastly, Phantom Punch through the rich flavors of turkey and sage stuffing, has just enough British hops to balance the stout’s roasted honey ham, standing rib of beef and succulent maltiness, but this is Baxter’s least hoppy beer to-date. Christmas gravy. This year, Celebration features Try it with Mexican mole dishes, barbecue, grilled updated packaging and artwork that retains the familiar meats, rich creamy cheeses or chocolate. ABV: 6.8% look and feel of this holiday classic, but highlights Packages: 12 oz. cans and draught Availability: October the hop-forward flavor of this highly anticipated beer. ABV: 6.8% Packages: 12 oz. bottles and draught Availability: Late October Wolaver’s Alta-Gracia Coffee Porter Sierra Nevada Snow Pack This amazing, unfiltered, organic coffee Seasonal Sampler porter is an exceptionally smooth When the winter winds begin to howl, hunker down and flavorfully complex beer that is with good people and great beer to ride out the storm. surprisingly true to the Snow Pack makes the mercury rise with a spectrum porter style. The of beer flavors from bright, bracing hops to smooth, hint of vanilla roasted malts and rich coffee. This pack of four brings out the different beers features two classic ales and two, sweetness of all-new selections. Each loose-pack case contains six the dark-roasted bottles each of Pale Ale, Porter, Boomerang Australian Dominican coffee. ABV: 5% IPA and Coffee Stout. Availability: October Package: 12 oz. bottles only Availability: October

Otter Creek Kind Ryed This big, unfiltered American IPA is built to accompany the big eastern winter. Just like an epic bluebird day follows a snow storm, a peppery build from the rye malt accompanies glorious hop notes of pine, citrus and fresh grass. ABV: 6% Packages: 12 oz. bottles and draught Availability: October

8 HeadyTimes v.10 www.amoskeagbeverages.com SeasonalSELECTIONS Stone Smoked Porter with Saranac Vanilla Bean 12 Beers of Winter Smoked Porter with Vanilla Bean pours deep This year’s Saranac 12 Beers of Winter seasonal variety brown with a rich, tan head. The aroma is a pack features two brand new seasonals, Long John Lager nice blend of vanilla and cocoa with hints of and Chai Brown Ale, two returning yeast esters, coffee and smoke. As it warms, seasonal favorites, Into the Dark the roast character increases. Incredibly Black IPA and 4059’ balanced, smooth and complex, this beer Porter, and two of starts off with a vanilla taste and then Saranac’s award- mid-palate, the cocoa and smoke come winning core beers, in. The finish is fairly dry with a slight Legacy IPA and Pale vanilla astringency and a malty fullness. Ale. Availability: October Try it with chocolate chip cookies, pumpkin pie or butternut squash soup. ABV: 5.9% Packages: 22 oz. bottles and draught Availability: December

Woodchuck Private Reserve Barrel Select Woodchuck Private Reserve Barrel Select is aged in small batches to bring out balanced hints of bourbon over a crisp apple backdrop. The is aged for six months in genuine white oak Kentucky bourbon Abita Christmas Ale barrels. The barrels impart a copper hue as well as This brown ale is brewed with seven types gentle notes of oak, vanilla and whiskey. This is a of malted and fermented with truly rare cider which proves that patience is indeed a German ale yeast. It is brewed with a virtue. ABV: 5.5% Package: 12 oz. bottles only pale malt as well as a combination of Availability: November specialty malts including caramel, biscuit, chocolate, roasted and rye. It is hopped with Willamette and Columbus hops for a good hop flavor and aroma. ABV: 5.6% Package: 12 oz. bottles only Availability: November

Switchback Dooley’s Belated Porter Switchback has put its own unique stamp on the porter style, creating a bold and full-flavored porter with a balanced smoothness to the finish for which Switchback beers are known. This porter’s unique blend of roasted malt, caramel malt and flaked barley creates a luscious malt signature, and the very non-traditional use of Simcoe hops, as the only hop variety for both bittering and aroma, delicately balances the overall flavor profile. The result is an eminently satisfying brew that will leave you wanting another. ABV: 5.7% Packages: 22 oz. bottles and draught Availability: November

www.amoskeagbeverages.com HeadyTimes v.10 9 Available Year-Round PERFECT FOR THE SEASON Smuttynose Brewing Co. Wolaver’s Oatmeal Stout Smuttynose Brewing Co. is excited to announce, two of This unfiltered, organic oatmeal the most popular Big Beer Series releases will now be stout has a rich, coffee-like available year-round in 12 oz. four pack bottles. aroma and flavor. This fine, dark Bavarian-style lager Smuttynose is derived from a precise Baltic Porter blending of three different specialty barley malts: One of RateBeer’s top three chocolate, black patent and beers of the style, scoring a Munich. Munich malt is also double 100, Baltic Porter is a added to bring about the strong, dark brew that’s made creamy body of this malty brew. extra smooth by lager yeast The most impressive aspect of this fermentation. Baltic Porter will be beer is the tight balance between the specialty malts available year-round, beginning and Mt. Hood hops. This medium-bodied oatmeal stout in November. ABV: 9.8% is loaded with smoky, peaty aromas and flavors. While Packages: 12 and 22 oz. bottles there is clearly a hop bitterness to it, there is also and draught. plenty of malt to balance the beer. The finish is quite notable, progressing in three distinct stages: bitter up Smuttynose front, running to slightly sweet, smooth and mellow, Really Old Brown Dog with the bitterness returning very prominently at the end. ABV: 5.4% Package: 12 oz. bottles only A strong, malt monster of an , Really Old Brown Dog was originally brewed in memory Moat Mountain of Olive, Smuttynose’s spirit East Intervale IPA guide and Old Brown Dog label model. Deep amber and aged Moat Mountain’s American session with portwood, this beer is an IPA is a deep golden color with excellent candidate for aging, orange hues, capped with a frothy though it is delicious, fresh from off-white head. They focused all of the brewery as well. Really Old their hop additions on maximizing Brown Dog will be available year- flavor and aroma in this low gravity round, beginning in November. brew, providing notes of floral citrus ABV: 10.1% Packages: 12 and and pine. The bitterness has been 22 oz. bottles and draught kept in check, balancing out the modest malt profile.ABV: 4.5% Smuttynose Packages: 16 oz. cans and draught Bouncy House IPA Bouncy House is an all-occasion, sessionable­ IPA Allagash White brewed for maximum drinkability and merry-making. Allagash’s interpretation of a traditional This pale golden ale’s subtle Belgian wheat beer is brewed with a malt body puts crisp hop flavor generous portion of wheat and spiced front and center and allows with coriander and Curacao orange its dry-hopped fragrance to peel. This beer is fruity, refreshing and shine. Each sip of Bouncy slightly cloudy in appearance. Pair this House will make your taste Belgian-style wheat with fresh goat buds spring with delight! cheese, fish or spicy apple pie.ABV: 5% ABV: 4.3% Packages: 12 oz. Packages: 12 oz. bottles and draught bottles and draught

10 HeadyTimes v.10 www.amoskeagbeverages.com Programs

Coors Light Holiday Coors Light wants consumers to spread holiday cheer with The World’s Most Refreshing Beer™ while reminding people to drink responsibly this holiday season. Invite shoppers in-store with refreshing point of sale that can only be brought to them by Coors Light!

Labatt Hockey Hat Giveaway Hockey fans take as much pride in their favorite beer as they do in their hometown NHL teams. Labatt is rewarding loyal fans with a limited edition Labatt Blue hockey hat this season. For a limited time, consumers will find a Labatt-branded hockey hat inside specially marked 28 pk 11.5 oz. bottles of Labatt Blue!

www.amoskeagbeverages.com HeadyTimes v.10 11 Programs

Blue Moon Brewing Up A Winter Experience Blue Moon is providing consumers a chance to win Redd’s Holiday a three-night mountain getaway in Colorado, via a Why bring the same old beer to a text-to-win promotion! In addition, consumers will be holiday gathering? ‘Tis the season to able to view a four-part video series, featuring a well- Pick Different™! Offer consumers known host, taking craftsmanship to the great outdoors something unique to take to their in Colorado. And, shoppers will be able to download holiday gatherings. The red and holiday playlists and view holiday recipes using Blue green packaging builds the perfect Moon beers. holiday display.

Cheers to Your Own Bottle of Bubbly Smirnoff Ice is making it easy for consumers to entertain this holiday season. With the new, Smirnoff Ice Celebration Collection, parties will be a breeze. The limited edition mix pack is festive and includes the sparkling Smirnoff Ice Peach Bellini, the mixed cocktail drinks, Watermelon Mimosa and new Moscow Mule in addition to the flagship Smirnoff Ice Original. These colorful, sparkling beverages bring style to any occasion when served chilled in a champagne flute. Party goers will cheers to their own bottle of bubbly!

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Negra Modelo Pairs Up with Celebrity Chef, Rick Bayless Negra Modelo has launched a imminent occasions and will educate Season 1 and he was inducted into national off-premise campaign new drinkers by highlighting Negra the Culinary Hall of Fame in 2012. promoting Negra Modelo as the Modelo’s unique and intriguing He also has an award-winning TV perfect beer to go with consumer’s taste, all of which is validated by the show on PBS called Mexico One holiday gatherings and other culinary partnership with celebrity chef, Rick Plate at a Time. Consumers will explorations – both in flavor and Bayless. be directed to NegraModelo.com experience. A suite of all new POS to enter for a chance to win an Renowned for his highly-celebrated positions Negra Modelo as the beer experiential food weekend for two, restaurants that combine gourmet to enjoy during the holidays thru crafted by Bayless. dining and authentic regional premium, eye-catching photography specialties from across Mexico, highlighting Negra’s caramel flavor. Bayless won “Outstanding Materials will remind core drinkers Restaurant 2007” (James Beard), he to purchase this beer for their was the winner of Top Chef Masters

Mike’s #Twelfie Mike’s Variety Pack was a top FMB elf hat and collar). Participants will package last holiday and this holiday spread some cheer by sharing their season will be no different. Consumers #Twelfie on social media to win an who purchase the variety pack will instant online prize! The prizes range receive elf charms, given away at retail from Mike’s Hard Lemonade socks to and via digital promotions, to dress flat screen TVs, so to make the program their Mike’s Hard Lemonade bottles like even more exciting, users who want a elves! From December 1st through the different prize can “re-gift” what they 24th drinkers will be asked to take a received, via social media, for another #Twelfie (a photo of themselves with a chance to win! bottle of Mike’s that is dressed in the

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Corona Holiday In 2014, Corona is launching a new festive look for the iconic ‘Feliz Navidad’ campaign. With fresh photography that brings the beach celebration and social nature of the holiday front and center, materials will invite consumers to embrace, share and celebrate the carefree spirit of the holidays with Corona.

Celebrate the Authentic with Modelo In 2014, Modelo will celebrate the holidays with all new POS materials that are sure to connect with consumers, thus generating trial and purchase. “Celebrate the Authentic with Modelo” reflects the true substance of the season – the social gatherings among friends and family – where real, authentic connections are made. Both Negra Modelo and Modelo Especial are made from the finest ingredients and proud brewing heritage. Their distinctive packaging is the perfect touch for celebrating connections this holiday season.

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PALM for the Holidays Whoever came up with the expression, “It’s better to give than to receive” was likely not a beer lover during the holidays. As the #1-selling ale in Belgium, and one of fastest growing brands in the U.S., it’s safe to assume that there are many beer lovers who would like to receive PALM, the original Speciale Belge Ale, as a gift. Because of that, PALM is bringing back its popular holiday program. With a red bow and a “To – From” sticker, the green and red PALM package instantly becomes a great holiday gift. High margin, festive displays are easy to execute and this package is a great idea for holiday shoppers and last minute spontaneous purchases. “Prettige Kerstdagen” as they say in Flemish.

Treat Yourself to a Harpoon Apple Pie Looking for a unique offering to bring to your next holiday gathering? Bring a Harpoon Apple Pie! It’s easy, delicious, and the best part – no baking is necessary! Just add 1/2 a bottle of Harpoon’s all- natural Hard Cider to 1/2 a bottle of Harpoon’s seasonal favorite, Winter Warmer in a glass and enjoy. Harpoon Cider is made from a blend of New England apples and Harpoon’s proprietary yeast – no sweeteners, or preservatives – pure and natural. Mixed with the cinnamon and nutmeg spiced flavor of Harpoon Winter Warmer, the Harpoon Apple Pie is a unique holiday treat.

www.amoskeagbeverages.com HeadyTimes v.10 15 RetailEDGE Brand Strategy Wrap Up By George Latella

Over the last few issues we have covered various elements in We then discussed your core brand values, message and formulating your Brand strategy. It is now time to bring it all personality. together. We started the process by identifying the four key What is brand personality? questions that you must answer: It is the tone and attitude that begins to immediately separate 1. Who are you? your company from the competition. Everyone knows the TV 2. What do you do? show Cheer’s and if you are from Philadelphia and know who 3. How are you different? Joe Conklin is, you have heard of Chip Snapper’s Taproom. 4. What problems do you solve for the customer? (What If not, think of the local corner taproom in the neighborhood makes you better than the competition?) you grew up in. If you were going out for a beer, would you Once you have answered these questions, you can begin rather go to Chip Snapper’s Taproom or Cheers? Both serve the process of developing your Brand Strategy. Your beer and other beverages, but provide a different atmosphere. customer should be at the center. You would expect a corner taproom to have the same group of people there all the time. And while Cheers had regulars, you The first step in the process is calledsegmentation . This also saw many other people frequent that establishment. involves putting people into groups based on demographics (age, race, income, education), geographics (where they live, Brand Icons were next on the list. where they work, where they shop), psychographics (attitudes, Icons relate to our sensual side – sight, sound, taste, smell, interests, lifestyles) and behaviors (heavy, medium, light users and touch. We crave certain things as consumers. And our of the product). Use the following questions to get at the senses help guide us in certain directions. You can also define center of the issue: an icon as something that is unique to your brand and brings Who is your customer? (Male/female, old/young, ethnic/white, up an image in the customers mind. blue collar/college educated) Visual – Beer bottle with a sliced lime at the top (Corona) What do they buy/consume? (Craft, seasonal, established Sound – The sound a beer bottle or can makes when opened brands, can/bottle/draught) Touch – The feeling of an iced beer mug or cold bottle/can in your hand and on your lips When do they buy/consume? (Morning/night, weekday/ Smell – The difference between a corner taproom and bar/ weekend, special events, seasonally) restaurant that serves food Where do they buy/consume? (On-premise, off-premise, at Taste – vs lager vs porter home, at events) Finally, we discussed the power of people and characters. Why do they buy? (Thirst, to try something new, to be social/ A great example of this is the comparison between Jim Koch share with friends, to take to a party) from Boston Beer and the spokesman for Dos Equis, “The Most How do they buy/consume? (alone, with friends) Interesting Man in the World”. Both brands are very successful and use iconic figures very differently in their marketing. Once you segment the market, you need to identify who your “Target Market” is. Which primary group of people are you Together, all of these help form your brand roadmap. They going to market to? This will help you with your marketing help guide all of your decisions as it relates to YOUR brand. communications. Finally, you need to position your brand in In the next issue, we will discuss Marketing planning. the minds of your customers.

George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major at Saint Joe’s, recently celebrated its 50th 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.

16 HeadyTimes v.10 www.amoskeagbeverages.com The BeerGUY The Holiday Season: A Perfect Time to Introduce Beer to the Women in Your Life By Steve Hawk

Some men and apple. A specific beer in this she has many options for pairing perpetually drink category would be Julius Echter beer with each dish as well. The their beer alone. Hefe-Weissbier. Lighter beers, like chicken would work well with a For many, their Samuel Adams Light are great strong Belgian-style ale that cuts female friends, replacements for Pinot Grigio, as through fat and starch and provides relatives and both are generally easy to drink with a hint of sweetness. A perfect significant others very subtle citrus fruit notes. option is Allagash Grand Cru. For simply don’t show dessert, simply choose a beer that is There is also a great alternative much interest in the beverage. With equally as sweet. Try Stone Imperial beverage for making a holiday the holidays approaching, it’s a Russian Stout. toast. In place of champagne, she perfect time to change their minds. can cheers with a delicious hard I hope these ideas will help you Here are some subtle and not-so- cider, which has the same high share your love of beer with family subtle ways to add some beer to carbonation levels as sparkling and friends. And, if the women their holiday cheer. wine and thus offers a similar fizzy in your life are accepting of this For women who traditionally serve finish. also tend to be light alternative drink on a holiday, beer wine at their holiday table, that and fruity, making them appealing may find its way into several of the practice can easily be replaced by to either gender. Any of Angry other 364 days of the year. beer. One way is to bring home a Orchard’s well-crafted offerings

“Share your love of beer with family and friends.”

very attractive bottle of beer, as a would work perfectly for toasting. common misconception is that beer Another option is Woodchuck Hard is less elegant than other alcoholic Cider from the Vermont Hard Cider beverages. Nothing could be further Company, which is currently the from the truth. Many breweries top-selling hard cider in the United produce bottles in a variety of sizes States or Harpoon Craft Cider, a and shapes, with beautiful label art. unique hard cider with no artificial Examples include any of the three colors, flavors or preservatives, exquisite Belgian ales produced just locally pressed apples and by Chimay, a brewery located in Harpoon’s proprietary ale yeast. It’s a Trappist . Each is clean, refreshing, and crisp – great available in large format, 25.4 oz. to cook with and great to drink while bottles with decorative cork-and- cooking! caged tops. Other notable breweries Women will also be pleased to that offer attractive, cork-and- discover that beer has its place caged bottles include Allagash and before their dinner reaches the Brooklyn Brewery. table. Styles such as , pale Another way to interest women ales and can be added to in beer is to choose a style that many different recipes for a unique is comparable to the flavor of her . For example, consider brining favorite wine. She may even end chicken using a brown ale like up liking it better. For chardonnay Woodstock’s Pig’s Ear Brown Ale drinkers, a good choice would be or season garlic mashed potatoes a German hefeweizen because with a well-hoped, citrusy IPA such both beverages have light fruit as Sierra Nevada Torpedo. Once flavors similar to banana, clove dinner is on the holiday table,

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11th Annual Harpoon Helps Spread Holiday Cheer This December, Harpoon’s community service program, Veteran’s Affairs Medical Center, led by Harpoon Sales Harpoon Helps, will be spreading cheer throughout the Manager, Joe O’Connell, Amoskeag employees and their East Coast with the 11th Annual Harpoon Helps Spread families. Here, we will erect a Christmas tree, lights, strands Holiday Cheer event. Approximately 600 volunteers (a.k.a. of garland and wreaths. In addition to Manchester and “Harpoon Helpers”) will adorn 42 shelters, soup kitchens, Portsmouth, Harpoon Helps volunteers will decorate locations and play spaces in cities with holiday decorations. in Portland, Providence, Philadelphia, Hartford, the Upper Volunteers in the Manchester area will decorate the Valley, Worcester, Albany and several locations in Boston.