Saint Archer Gold the Best Light Beer in the World

Spring 2020 | V.31

SAINT ARCHER GOLD THE BEST LIGHT BEER IN THE WORLD

Delivering Excellence Seasonals Rethinking Retail New Products Programs SUFFERFEST BEER COMPANY | SPRING SELECTIONS | TIME TO DRINK YOUR WHEATIES Letter toTHE TRADE ITH SPRING UPON US, OUR weather is finally starting to In This W warm up in New Hampshire. ISSUE But it’s not only the temps that are on the rise… the hot seltzer market is getting even hotter! Looks like there’s no end in sight Delivering the for hard seltzer domination, as Taste of Excellence ��1 consumption in the U.S. is set to triple by 2023. But will consumers be able to support the stream of new Cover Story ��2 launches? Hard seltzers will continue to increase their retail presence and Brewer Highlight ��4 sales throughout 2020. The segment’s primary strength so far is in off-premise retail, where it’s typically found on Belmont Village Store ��6 cooler shelves next to beer or stacked in floor displays, but sales on-premise are on the rise. New England’s Tap House Grille ��7 Amoskeag’s two top-selling seltzers, White Claw and Truly, are not only the top- selling brands in the state and country, but they each grew triple digits in 2019. Dave Burwick, president and CEO of Boston Beer Co., notes that two key trends New Products ��8 driving category growth are healthiness, especially among millennials, and flavor variety. “Drinkers are looking for great-tasting and refreshing options that aren’t Seasonal Selections �� 13 high in calories, sugar, or carbohydrates,” he says, adding that Truly offers the most flavors among hard seltzers with 13 different variants. A fourteenth flavor, Truly Lemonade hard seltzer, recently hit shelves. Available Year-Round, Can the trends last? Perfect for the Season �� 17 Not indefinitely, obviously, but the category doesn’t seem to be slowing down just yet. In fact, more and more seltzers are entering the market. Constellation Programs �� 18 Brands has officially launched Corona Hard Seltzer, Night Shift Hoot Hard Seltzer is available, Molson Coors is introducing their newest brand, Vizzy, to the market Rethinking Retail �� 25 in April; and Coors Seltzer will debut in July. (Read about these products in the “New Products” section on page 8). Smirnoff Hard Seltzer Red, White & Berry and PRESS Blood Orange Chili are just a few other hard seltzers that are hitting the shelves, while Arctic Summer has revamped their variety pack, called The Weekender Mix. “Talk to your sales representative today and take advantage of Amoskeag’s unmatched portfolio of options. We’re here to answer any questions and to help you grow your business,” says Scott Proulx, VP of Sales. We are privileged to serve you and thank you for your supportive partnership as we work to ensure the safety of our employees, customers and communities during this difficult time. We will get through this together.

Scott Proulx Ed Murphy VP of Sales President

Heady Times is published four times a year, courtesy of Amoskeag Beverages. DeliveringTHE TASTE OF EXCELLENCE Amoskeag People Get The Job Done Bret Pollock Craft Brand Manager How long have you been with Amoskeag Beverages? I started in 2009 – so 11 years. What’s your favorite part of your job? I really enjoy working with all of our suppliers and trying to help grow their brands. We’ve got some amazing products and new ones coming in all the time. What’s the most challenging? Managing inventory. What’s your most used emoji? I’m not really an emoji guy, I like to type out what I want to say, but if I had to pick one, I guess I’d say the thumbs up. Coffee or tea? Definitely coffee. Do you have a fun fact about yourself Favorite meal and what beer would you pair with it? Come you can share? For a wedding gift, my summertime, it would be BBQ with a cold IPA. wife bought me a small plot of land in If you had your own talk show, who would your first 3 guests be, Scotland. It’s on a nature preserve in past or present? Good question. Will Ferrell because he’s hilarious, Eric Lochaber, which is on the Isle of Skye. We Clapton, one of my favorite musicians and the late Michael Jackson, an have been to Scotland three times and English writer and journalist. He was the author of many influential books have visited it every time. I guess you could about beer and whisky. call me Lord Bret Pollock of Lochaber. Chuck Lamoureux Driver How long have you been with Amoskeag Beverages? Since the merge of Amoskeag and Capitol in 2009. What’s your favorite part of your job? I love the freedom I feel being a driver. I’m either in Plaistow delivering to accounts or doing brewery pick ups. What’s the most challenging? I guess you could say, getting older. It hurts a little more getting up in the morning after a day of delivering beer. If you had your own talk show, who What’s your most used emoji? No emojis, just exclamation marks! would your first 3 guests be, past or Coffee or tea? Coffee. present? Being a coach, I’d love to have Vince Lombardi, arguably the greatest Favorite meal and what beer would you pair with it? Pizza with a football coach of all time and John Wooden, Miller Lite. one of the winningest college basketball What do you like to do when you’re not working? Coach football. coaches. Lastly, because I’m a huge Civil I am the defensive line coach and JV coach for Concord High School. War buff, I’d have Abraham Lincoln.

www.amoskeagbeverages.com HeadyTimes v.31 1 CoverSTORY Saint Archer Gold: “The Best Light Beer in The World”

Early test markets show it’s already attracting a strong following. In the four markets where the beer was tested, a whopping 53% said they would spend their own money on the product. That speaks volumes. (Most test marketers are happy if 30% of those who sampled indicate they would purchase it, if left to their own devices.) “Our team spent a year getting the taste of Saint Archer right,” says Verdu. “It is slightly more hop-forward in flavor than other light beers, but it’s still crisp and refreshing. And it’s a more upscale alternative to most light beers.” Saint Archer Gold was crafted in response to two major industry trends: the huge growth in above-premium, lower-calorie, Saint Archer Brewing President Brad Nadal low ABV beers (Gold clocks in at just S MOLSON COORS RECENTLY RELEASED THEIR WHITE-HOT 4.2% ABV and is one of the lowest-calorie brand Saint Archer Gold nationally, the taste and quality of the liquid lagers in the market) and the renewed Aunderscore why some call it the best light beer in the world. Low in interest in flavorful, light lagers desired by calories, but bursting with flavor most light beers can only dream of, Saint modern consumers. Archer Gold is attracting “mindful millennials” back to the beer category. Verdu went on to explain that a helles beer Brewery president Brad Nadal has recognized that active-lifestyle millennial this good could only be made by a team consumers are looking for an authentic drink to join them in their pursuit of of highly skilled brewmasters. “This style is happiness – a beer that doesn’t hold them back, a “light for the journey.” regarded by many as the absolute pinnacle Enter Saint Archer Gold. of brewing science and art. The beer must mature for a long time – about six weeks A helles-inspired lager made with Noble hops, Saint Archer Gold has – and there is no room for error. Any off made huge waves in initial test markets. At 95 calories and only 2.6 flavors have no place to hide.” All that hard grams of carbs, Saint Archer Gold fills what Nadal calls a “white space work has paid off – Verdu and his team for taste and lifestyle authenticity in the above-premium light space.” believe that “the stars really aligned” when Saint Archer’s aim with Gold was to create a “beer that appeals to they created Saint Archer Gold. The liquid is Michelob Ultra drinkers, who have prioritized lower carbs and calories that good. over flavor and quality.” Founded in San Diego by Josh Landan Mindful millennials are seeking brands that embrace a life of balance in 2013, with the help of a group of and self-actualization [see sidebar: what is a mindful millennial?] just professional surfers, skateboarders and like the Saint Archer brewers. This validates the brand’s authenticity. snowboarders, Saint Archer was born out “When consumers taste the liquid, they buy it for its flavor,” said Paul of his team’s “commitment to following the Verdu, vice president of sales & marketing for Tenth and Blake, the path less travelled, and the realization that Molson Coors craft and import division. “That’s when we decided it sometimes when you’re going down a road wasn’t an exaggeration to call it ‘The Ultimate Light Beer.’” Nadal points out, “We’re essentially the opposite of Ultra. We aren’t about the finish, we aren’t about the end game or being the best… we’re about being in the moment… the journey. Being there for our consumers’ passions, whether that’s art, music, sports, outdoors etc. We want to be there for our consumers along the way, as they do the things they love.” This is the Saint Archer lifestyle. “Our founders came from all walks of life: skaters, snowboarders, surfers, photographers, artists, musicians, who all came together to brew beers that fit who we are and what we love.” Saint Archer Gold reflects that belief: a go-anywhere, taste-forward, low-carb, low-cal brew that is perfect for the journey.

2 HeadyTimes v.31 www.amoskeagbeverages.com CoverSTORY What is a Mindful Millennial? untraveled by others, • Millennials are young adults between 24 & 39 years you might want a light of age. for the journey.” Once • Mindful millennials are defined by their aspirations. again, that authenticity and mindset speaks to • They strive to live each and every day with purpose & active, health-conscious find community with like-minded individuals. 21 to 39 year-olds. • They refuse to be defined by any one role in their lives – Since the launch of the job title or parenthood, for example. first nationally-available • Quality of life is their Holy Grail. American light beer back in 1975, the beers of • Overworked and stressed out, these individuals seek the category have been well-made brands that complement their active lifestyles appreciated for what and won’t hold them back. they lack – fewer carbs, The mindful millennial’s life is a journey less calories and less alcohol – compared to their full-figured brethren. And while and Saint Archer Gold is the beer they they do taste like beer, drinkers accepted reach for when they need an emotional & the reality of the situation. Most true beer genuine breather. lovers understood that they couldn’t enjoy their beloved beverage and maintain a healthy-ish lifestyle, without sacrificing What You Need to Know About something. And that something was Saint Archer Gold exceptional flavor. • Saint Archer Gold appeals to above-premium shoppers But that was then, this is now. age 21-39, who make 50% more beer trips and spend Saint Archer Gold represents the future of 16% more per trip. beer. An above-premium, authentic, lifestyle • Available in draught, as well as 12 and 16 oz. cans, beer that is low in calories and carbs, that Saint Archer Gold is priced in line with the growing, doesn’t sacrifice taste. Most importantly, above-premium segment. it’s the new benchmark for a beer segment that generates 85 percent of the industry’s • There is a 26% lift in sales when shelved and priced volume. For Nadal and his team, the sky with Mich Ultra. is the limit for Saint Archer Gold. “We’re • Nearly half of all Mich Ultra drinkers are over 50, while confident we have a winner here,” says Saint Archer Gold appeals to younger consumers. Nadal. “Once we get the consumer to try it, we win! We’re excited to align with the • Sampling this crisp, light-bodied lager has resulted in a team at Amoskeag and get this Ultimate boost in sales in early test markets and remains central Light Beer to their retailers and in the to Molson Coors’ national launch strategy. hands of our consumers!” Molson Coors will support the brand with a full media package, including television spots, a “When consumers digital and social media campaign, outdoor advertising, sampling events and a presence at taste the liquid, they buy it Molson Coors-sponsored venues and events. for its flavor, that’s when we decided it wasn’t an exaggeration to call it ‘The Ultimate Light Beer.’” – Paul Verdu

www.amoskeagbeverages.com HeadyTimes v.31 3 BrewerHIGHLIGHT Caitlin Landesberg of Sufferfest Beer Company N 2012, CAITLIN LANDESBERG WAS SHOPPING FOR A BEER THAT more people, a movement if you will, of kept her health-conscious priorities in mind, but she came up empty. people, who like me, want more from their I“As a picky consumer, I didn’t see a beer in the market that gave me beer. My mindset shifted and the goal got everything I wanted,” says Landesberg. “Something with intentionally- bigger: I wanted to create the go-to finish chosen, beneficial ingredients that could complement my lifestyle.” line beer for active and healthy consumers. Today, I’m proud to say that we’re well on Instead of giving up, this athlete and entrepreneur went to work. “I set our way to achieving that goal.” out to develop the beer I wanted to see in the world: low-cal, but still rich in flavor and complexity. Gluten-removed, but still great-tasting. Loyalty among millennial consumers Unconventional ingredients, but never gimmicky.” goes way beyond a beer’s flavor profile. “Millennials thrive on innovation and choice. And so, Sufferfest Beer Company was born. The brewery was named for What truly drives loyalty with these picky the slang term used to describe an activity requiring great endurance. consumers is alignment of values; brands Landesberg and her Sufferfest team create “functional” beverages that with strong POVs around sustainability and feature natural ingredients with nutrients that complement athletes and social issues are the ones driving long-term their active lifestyles. Now, having joined forces with Sierra Nevada, consumer loyalty.” Sufferfest is available to even more consumers. Sufferfest is one of only a handful Heady Times sat down with Landesberg to find out more about Sufferfest, of breweries to be a certified B their beers and how they’re creating more and more “Sufferfans”. Corporation. “Being a B Corp. means A passion for homebrewing kicked off the Sufferfest journey. “I that it’s about more than just the beer; we started homebrewing in 2012, and I was immediately hooked. I dug into hold ourselves to the practice of balancing the science behind the process and the ingredients, and it all started to greater purpose with profit. We elect to be make sense to me.” audited so that we remain accountable for operating with the highest standards across Her first few batches were a learning experience. “I’ll admit that my the board – sustainability, community, first batches of beer were selfish: I wanted to make the perfect finish-line governance – it’s certainly not the easy way beer for me and my friends. But from there, I found myself stumbling upon to do business, but it’s the right way.”

“I started homebrewing in 2012, and I was immediately hooked. I dug into the science behind the process and the ingredients, and it all started to make sense to me.”

4 HeadyTimes v.31 www.amoskeagbeverages.com BrewerHIGHLIGHT Sufferfest: Brewed for Her partnership with Sierra Nevada Athletes Who Sweat for started with a happy accident. “I met Sierra Nevada CEO Jeff White at a Their Beer conference by chance, and we got to chatting. He believes in this movement, this growing segment of active & healthy Repeat Kolsch consumers looking for something different from their food and drink. I have always Sufferfest Repeat is only 95 admired Sierra Nevada – not only for calories and is made with bee their world-class beers – but also for their pollen, which is packed with approach to doing business. They have a protein, vitamins, minerals and zero-waste facility and were composting antioxidants – a treasure trove before it was cool!” for any athlete looking to get Sierra is helping Sufferfest expand more out of their beer. in leaps and bounds. “While Sufferfest operates more like an outdoor gear brand, Sierra Nevada quite obviously brings the beer experience, so we’re very grateful to be in their capable hands as we hit FKT Pale Ale markets nationwide.” Brewed with salt and black That wider distribution is creating currant, FKT (Fastest Known hordes of “Sufferfans”. “[We’re] building upon this movement of hardcore Sufferfans Time) gives athletes the and meeting them where they sweat: at flavor and richness they the finish line of their mud runs, at their deserve, with an edge. favorite taproom after a workout or simply at their local grocery store when they’re looking for something a little different.” New innovations are on the way from Head Start Stout Sufferfest. “We rolled out with our variety 6-pack in order to give consumers a chance Rich in flavor, but light on to try us out and find their new favorite calories at only 135 per beer. Additionally, many new markets are 12 oz. (practically unheard seeing our gold medal-winning Repeat of for a stout), Head Start is Kolsch: low-carb, low-cal and brewed with bee pollen (an ingredient you’re more likely brewed with Equator coffee to see on top of an acai bowl). Next year, and coconut water. we’ll FINALLY give our community the beer they’ve been demanding for a while: a low- cal IPA, done the Sufferfest way. Stay tuned for the newness and follow us on Instagram @sufferfestbeer!” “I wanted to create the go-to finish line beer for active and healthy consumers. Today, I’m proud to say that we’re well on our way to achieving that goal.” – Caitlin Landesberg

www.amoskeagbeverages.com HeadyTimes v.31 5 Off-PremiseSPOTLIGHT Belmont Village Store OCATED IN A PRIME SPOT OFF RTE 140 AND RTE 106 in the lakes region, Belmont Village Store L (BVS) offers a wide variety of beer and wine, top- notch customer service and great prices. Owner Ramzi Al-Shawafi took time out of his busy day to show us around his thriving store. Heady Times (HT): How did you decide to go into the convenience store business? Ramzi Al-Shawafi (RT): I worked in the industry for many years but I ultimately wanted to own my own store. In 2011, I bought Belmont Village Store and then in 2019, I purchased Bristol Village Store as well. Little by little, I have been making improvements and updating both stores. HT: Let’s talk about your customer base. Do you have many regulars? Owner, Ramzi Al-Shawafi and co-workers Sheila & Christine RT: We see a lot of return customers, who are locals, but because we have a huge selection of craft beer, we also get customers from all over the lakes region. Business is steady year‑round, but it’s booming in the summer months, with the lakes nearby and race fans heading to New Hampshire Motor Speedway. HT: Tell us about your extensive beer selection and what sells well here. RT: We offer a wide variety because that’s what our customers want. We have 10 cooler doors and a beer cave. The growth in craft is enormous, as well as the exploding popularity of hard seltzers, but we still have customers coming in for their old-time favorite domestics. Local brews are especially in high demand during the summer months when the population swells with tourists. So, whether someone is looking for a NH favorite like Smuttynose Finestkind, a variety pack of White Claw or a Miller Lite 18-pack, we’ve got it. HT: How do you get the word out about new beers at the store? RT: The BVS staff informs our customers about new beers we have in-store, as well as those coming in the near future. We also use Facebook and Instagram to not only promote new products, but also our delicious homemade lunch specials. HT: What else do you sell at Belmont Village Store? RT: We sell coffee, cigarettes, lottery tickets and other convenience store sundries. Along with our top-notch beer selection, we also carry wine. Our on-site deli serves up tasty sandwiches, pizza, chicken tenders, homemade soups and premade food offerings. HT: With many other convenience stores in the area, what sets BVS apart from competitors? RA: Customer service, price and selection, which I feel are all critical to a successful business that keeps customers happy and coming back.

Facebook.com/BelmontVillageStore • 139 Main Street, Belmont • 603-556-7748

6 HeadyTimes v.31 www.amoskeagbeverages.com On-PremiseSPOTLIGHT New England’s Tap House Grille USBAND AND WIFE TEAM, DAN LAGUEUX AND VALERIE Vanasse opened New England’s Tap House Grille in 2013. Since H then, they’ve been serving up made-from-scratch meals and local craft beer in their award-winning hot spot, conveniently located on Hooksett Road in Hooksett. Heady Times caught up with the entrepreneurs to find out more about their establishment and about an exciting, upcoming project. Heady Times (HT): What made you decide to open a restaurant? Dan Lagueux (DL): It all began after a typical father-daughter chat. I was encouraging my young daughter to always follow her dreams. She turned to me and asked what my dream was… that was my ah-ha moment. What was my dream? Opening my own restaurant was always in the back of my mind, but I didn’t have the courage to make it a reality. Not wanting to be a hypocrite in my daughter’s eyes, I decided at that moment to put my dream into motion. Luckily, my wife was on board, and a little over a year later, we opened New England’s Tap House Grille. HT: Tell us about the restaurant. DL: New England’s Tap House Grille is an American grill with a new twist. Our goal is to combine fresh, locally produced ingredients to create delicious, comfort food at reasonable prices. We are very proud to say, Owners Dan Lagueux & Valerie Vanasse roughly 85% of our produce is grown locally at our certified organic farm called Hip Peas Farm. While our talented chefs are busy in the kitchen HT: How do you manage to sell such a creating scrumptious meals from scratch, our highly trained staff of 65 vast selection of beers? provides the best service possible. We have The Vault, our on-site event space that has its own 48-tap bar and can accommodate up to 100 guests. DL: Our staff is mostly Cicerone Certified, Of course, if anyone would like to take advantage of a whole restaurant so they’re very knowledgeable about beer. experience, we do offer the opportunity to rent the entire restaurant on most They’re always on hand to offer suggestions any Monday, which can accommodate up to 275 people. to customers and answer any questions they have. We have over 7,000 followers HT: What’s on the menu? on social media, use an interactive DL: Our extensive menu includes everything from grilled steak tips, shrimp customer engagement platform with scampi and flatbreads, to our popular burger of the month. Our famous Popmenu and Untappd to communicate Poutine with truffle oil and our Montreal Smoked Meat Sandwich with spicy events and tappenings. beer mustard are a shoutout to our Canadian roots. If you are entertaining HT: Is there anything else you’d like our at home and need great food, our catering is quite popular too. readers to know? HT: You’re also well-known for your beer selection. Tell us about it. DL: We are thrilled to announce that we’re Valerie Vanasse (VV): With 48 draught lines, we cater to all types of getting ready to open a new wedding venue beer drinkers, from the novice to the connoisseur. We have 10 rotating at Hip Peas Farm. Barn weddings are so taps and 38 lines dedicated to specific breweries, some of which change popular, and you really can’t beat the seasonally. We were one of the first establishments to carry Lone Pine and rustic, country vibe. Our updated, renovated we recently introduced the popular Night Shift lineup. We offer cellared barn will be a perfect space to tie the knot brews called the Prime Minister Series that we keep in our aging cooler. or host an event. Not to mention, guests These beers are usually higher in alcohol and attract beer enthusiasts. One will enjoy the most delicious cuisine catered rotator that was quite popular was Two Roads Persian Lime Gose. by New England’s Tap House Grille.

Taphousenh.com • 1292 Hooksett Road, Hooksett • 603-782-5137

www.amoskeagbeverages.com HeadyTimes v.31 7 NewPRODUCTS Saint Archer Gold MOVO Wine Spritzers Beer lovers who cherish their ultra-active MOVO is a modern take on vino. Made with wine, lifestyles finally don’t have to skimp out sparkling water, real fruit juice and natural flavors, on great tasting beer when they reach for each can is just 100 calories with no sugar added and something low-cal. Saint Archer Gold is a gluten-free. At 5.5% ABV these spritzers are a refreshing brand-new, crisp, refreshing, light-bodied and lively take on wine that can be enjoyed during any lager that clocks in at just 95 calories. occasion! Peach White Brewed in the tradition of helles lagers, this Blend is available as light lager remains true to the spirit of Saint a 4-pack, and also in Archer and the freewheeling lifestyles of the Variety Pack along its enthusiasts. The launch of Saint Archer with Raspberry Rosé, Gold will excite adventurers who live their lives for the and Blood Orange journey. ABV: 4.2% Packages: 12 oz. and draught Sangria. ABV: 5.5% Availability: Now, year‑round Package: 8.4 oz. cans only Availability: Now, year‑round Leinenkugel’s Spritzen Variety Pack Pilsner Urquell Can Redesign Leinenkugel’s Spritzen, named after the German word for “splash,” is about to become synonymous with The world’s first pilsner is getting a fresh new look – “refreshing.” Spritzen combines the crisp effervescence harking back to the heritage of the beer that changed of beer with the naturally fruity notes of a seltzer. beer in 1886. Pilsner Urquell fans can get their hands At 93 calories and 0 grams of sugar, it’s all flavor on new premium cans beginning in spring, with the with no compromise. same rich flavor shoppers have come to know and love, Shoppers can try all crafted to crisp perfection. Availability: Year‑round, three flavors in new beginning in April variety packs: Raspberry Lemon, Pineapple Strawberry and Grapefruit. ABV: 4.2% Package: 12 oz. cans only Availability: Now, year‑round

Vizzy Introducing Vizzy, a new New Look for Smirnoff kind of hard seltzer and Hard Seltzer Variety Pack the first one crafted with antioxidant-rich vitamin The Smirnoff Hard Seltzer Variety pack has been C from superfruit acerola renovated to clearly call out “Zero Sugar”. It still cherry. Vizzy is also certified includes the same great flavors with only 90 gluten-free, with alcohol calories and 1g carbs: Berry Lemonade, Piña made from real cane sugar. Colada, Raspberry Rosé and Cranberry Lime. The best part? It clocks in at about 100 calories per ABV: 4.5% Package: 12 oz. slim cans only can. Vizzy is infused with natural flavors, so consumers Availability: Year‑round, beginning in April can enjoy a variety of great-tasting, fizzy fruity flavors, Strawberry Kiwi, Blueberry Pomegranate, Pineapple Mango and Black Cherry Lime without any of the guilt – making life more refreshing to enjoy. ABV: 4.2% Packages: 12 oz. variety pack and 24 oz. cans Availability: Year-round, beginning in April

8 HeadyTimes v.31 www.amoskeagbeverages.com NewPRODUCTS Night Shift Brewing Night Shift The 87 Night Shift was founded in American Double India Pale Ale 2012 by a trio of friends Lovingly named after their address in Everett, with a shared passion for The 87 delivers juicy hop bombs that remind homebrewing. What began Night Shift of their Taproom home. With crisp as a nocturnal hobby has notes of sweet stone fruit that transport your now grown bigger than their taste buds to a tropical destination, The 87 wildest dreams – from the brewery and Taproom in is ready to sip no matter what the weather Everett, to their distributing business, to Owl’s Nest outside may be. ABV: 8% Packages: 16 oz. beer gardens, to coffee roasting and latest location cans and draught Availability: Now, year‑round on Boston’s Lovejoy Wharf. With this growing “family” in place, Night Shift exists to always create better for Night Shift Nite Lite their staff, customers, and community. Craft Light Lager Night Shift is a proudly independent business – their Craft drinkers deserve delicious light three founders collectively own just over 80% of the beer. Night Shift is raising the light business, with the remaining 20% owned by close beer standard and coming after friends and family. They maintain a relentless focus macro light brands with Nite Lite, an on three values – accessibility, integrity, and evolution. unfiltered, unpasteurized, all natural, Night Shift Santilli craft light lager that everyone can get excited about. Coming in at only 120 calories and 4.3% American India Pale Ale ABV, Nite Lite is perfect for your next tailgate, barbecue, Santilli is Night Shift’s flagship American concert or sporting event. Upgrade your light beer choice! IPA and is named after Santilli Highway, #macronuisance ABV: 4.3% Packages: 12 oz. cans, the street in Everett that the brewery calls 16 oz. cans and draught Availability: Now, year‑round home. They first brewed this beer in 2015 as a batch of a rotating series, Morph. Night Shift Lime Lite This batch was too good to become a distant memory, Craft Light Lager with Lime and thus, Santilli was born. Consistent, accessible, and Macro light beers with subpar flavors rooted in the spirit of innovation, Santilli makes a great have owned the light beer space for addition to whatever your craft may be. In 2016, Night too long. Help Night Shift raise the Shift was honored to take home the Bronze medal in bar and compete against big beer the American-style India pale ale category at the World on their own turf! At 4.3% ABV and Beer Cup for Santilli. ABV: 6% Packages: 16 oz. cans 120 calories per serving, Lime Lite and draught Availability: Now, year‑round features natural lime in its recipe. Night Shift Hoot Hard Seltzer Like Nite Lite, Lime Lite is unfiltered, unpasteurized, and preservative-free. Introducing Hoot, Night Shift Brewing’s new hard seltzer It sips super refreshing and crisp, with a hint of lime brand. Hoot was inspired by NSB’s driving mission to citrus. ABV: 4.3% Packages: 12 oz. cans, 16 oz. cans “always create better”. Unlike many other seltzer brands and draught Availability: Year‑round, beginning in May that water down and back sweeten their seltzer, Hoot is fermented with wine yeast, creating a naturally crisp and Night Shift Whirlpool refreshing canvas to layer exciting and bright flavors. New England Pale Ale Night Shift sweats the details because they know the details lead to the best product. They do all of this Whirlpool, Night Shift’s flagship New England because like their tagline implies, they “Give A Hoot.” pale ale is brewed with a malt bill of wheat, Hoot Hard Seltzer is made with natural flavors and is oats, and barley; Mosaic and Summer hops available in: Pomegranate are used in the kettle, and we dry-hop Tangerine, Raspberry Lime with another round of Mosaic. Whirlpool and Black Cherry Lemon. pours straw yellow and slightly hazy. Expect aromas Gluten-free, 0 grams of of peach and mango, with notes of ripe citrus and sugar and only 90 calories. a crisp finish. Wonderfully drinkable and remarkably ABV: 4% Package: 12 oz. refreshing, Whirlpool pairs well with whatever life may cans only Availability: Now, bring. ABV: 4.5% Packages: 16 oz. cans and draught year‑round Availability: Now, year‑round

www.amoskeagbeverages.com HeadyTimes v.31 9 NewPRODUCTS Truly Lemonade Hard Seltzer Arctic Summer The Weekender Lemonade Hard Seltzer is the perfect mix of Mix Gets a New Look refreshing hard seltzer and sweet lemonade, Arctic Summer variety pack got a makeover! They are for a drink that’s big on taste and low on excited to reacquaint you with The Weekender Mix, calories. At just 100 calories, 1g of sugar and a 12-pack with their four original recipes: Pineapple 5% ABV, Truly Lemonade is perfectly balanced, Pomelo, Ruby Red Grapefruit, Raspberry Lime, with the sweetness of real lemonade and and Black Cherry. Don’t worry – The Weekender only refreshment of seltzer, to deliver a crisp, clean changed their look. It’s still crafted with Polar Seltzer, finish. ABV: 5% Packages: 16 and 24 oz. cans and is just as crisp, clean, and refreshing as ever. Availability: 24 oz. cans now, 16 oz. cans ABV: 5% Package: 12 oz. cans only Availability: Now, beginning in May, both year‑round year‑round Truly Lemonade Hard Seltzer Mix Pack Available in this new 12-pack variety are: Black Cherry Lemonade, Original Lemonade, Mango Lemonade and Strawberry Lemonade. Availability: Now, year‑round Truly Wild Berry UFO Light Force Hard Seltzer Draught The Light Force has arrived! Light in body, but a force of flavor, this 98-calorie white ale Truly Wild Berry is now available on draught! packs a refreshing punch of orange peel and This bold mix of strawberries, raspberries coriander into a delightfully drinkable beer. and blackberries brings the natural ABV: 4% Packages: 12 oz. cans and draught sweetness and juiciness of fresh Availability: Now, year‑round picked berries right to your glass. It’s recommended to serve over ice for a UFO Boarding Pass IPA crisp and delicious taste. ABV: 5% Availability: Now, year‑round Let this beer be your Boarding Pass to a world of uncharted flavors. A medley of berry purées, fruity hops and the tropical flavor of passionfruit Twisted Tea Peach 12 oz. Cans combine to create this vibrant and juicy IPA. Twisted Tea Peach has the ABV: 5.3% Packages: 16 oz. cans and draught refreshing, real iced tea taste Availability: Now, year‑round with a twist of peach. New this season, Twisted Tea Peach is now available in 12 oz. 12-pack Mike’s Hard Lemonade cans so peach parties can Brand Refresh continue all year long. ABV: 5% New year, new Mike’s – same great taste, great new Availability: Now, year‑round look! This spring, the Mike’s Hard lineup is getting some new duds! The package refresh will give the Twisted Tea brand a more flavor-forward look and feel. Original Draught Availability: Now, year‑round Twisted Tea Original, the smooth and refreshing hard iced tea made with real brewed tea and a twist of lemon, is now available on draught. Recommended serving is over ice (preferably in a mason jar) with a lemon wedge garnish, for a crisp and delicious taste. ABV: 5% Availability: Now, year‑round

10 HeadyTimes v.31 www.amoskeagbeverages.com NewPRODUCTS Narragansett Del’s Variety Pack Sufferfest Low-Calorie Del’s Variety Pack is perfect for those looking for Mixed Pack something refreshingly different. Included in the mix It’s not about winning or are: Lemon Shandy, a thirst-quenching classic made losing – Sufferfest Beer with all-natural lemons, Narragansett’s award-winning Company celebrates the lager and just a touch of sugar; Watermelon Shandy, effort. Purpose-brewed a summer cookout essential that combines natural craft beer to complement watermelon flavor with Narragansett Lager and just a your sweatiest occasions, hint of sweetness and Mango-Passionfruit Shandy, this trophy case is a a crisp, tropical treat that combines Narragansett’s token of your hard work. lager with natural mango and passionfruit flavors. Light on calories, but big on Availability: Now, year‑round flavor; let’s never settle! Whether you crushed it on the trails, had a big win at the office, flexed your weekend warrior or shredded the gnar, you’ve earned your beer. Included in this can variety pack are: Sufferfest Head Start Stout (130 calories), FKT Pale Ale (130 calories) and new Gut Check IPA (100 calories). Inspired by those who seize the day, this low-cal IPA’s full body teems with flavor. Apple cider vinegar lends a bright tang, citrus aroma and a kick to match your grit. The Low-Calorie Mixed Pack will replace Sufferfest’s current variety pack. Availability: Year‑round, beginning mid-April Narragansett Del’s Shandy 24 oz. Cans Corona Hard Seltzer Del’s Shandy 24 oz. cans are a great Variety Pack package for accounts who sell single serve cans and bottles. America’s highest rated The #1 most refreshing lemon shandy, Del’s Shandy is a crisp and beer is bringing a lighter, thirst-quenching combination of ’Gansett’s less filling option to the hard award-winning Lager with Del’s lemon seltzer category. Introducing concentrate. It has just the right balance Corona Hard Seltzer, the only of malty sweetness and citrus tartness. 0g carb, all Corona, hard One sip leads to another. Taste and enjoy for yourself! seltzer. With 0g carbs, 0g ABV: 4.7% Availability: Now, year‑round sugar, 90 calories, 4.5% ABV and gluten-free, Corona Hard Seltzer is a tasty, better-for-you alcoholic beverage rooted in Corona’s chill attitude and high-end credibility. This 12-pack can variety includes: Tropical Lime, Allagash White 12 oz. Cans Cherry, Blackberry Lime and Mango. ABV: 4.5% Available for the first time ever in Availability: Now, year‑round convenient 12 oz. 12-pack cans that can go anywhere, Allagash White features a Seagram’s Escapes Tropical Rosé refreshing balance of citrus and spice. Wheat, coriander and Curaçao orange Developed in partnership with TV host peel round out the flavor of this pale Chris Harrison, Tropical Rosé is the first straw-colored, hazy beer. ABV: 5.2% 100-calorie Seagram’s Escapes flavor. Availability: Now, year‑round Made with natural passion fruit and dragon fruit flavors, the rosé-style drink is light, sweet and refreshing. Tropical Rosé is now available nationwide in four- packs of 12 oz. cans. ABV: 3.2% Package: 12 oz. cans only Availability: Now, year‑round

www.amoskeagbeverages.com HeadyTimes v.31 11 NewPRODUCTS Great North Tie Dyed 16 oz. Cans Woodstock Inn Tie Dyed is a dry-hopped pale ale that’s Mosaic Papaya Pale Ale aromatic and refreshing. Brewed with Mosaic Papaya Pale Ale, is a Citra, Amarillo, and Cascade hops, this hop-forward fruit beer that is lively beer is light, crisp, and packed incredibly easy to drink. This with flavor. Now available in 16 oz. can beer pairs well with blackened 4-packs and 12 oz. can 12-packs! fish tacos and salads ABV: 5.4% Packages: 12 oz. and will make any sunny cans, 16 oz. cans and draught afternoon better. ABV: 5% Availability: Now, year‑round Packages: 16 oz. cans and draught Availability: April Great North IPA 16 oz. Cans World Beer Cup silver medal-winning Magic Hat Easy Miles Great North IPA is now available in Hazy Pale Ale 16 oz. can 4-packs and 12 oz. can 12-packs! ABV: 7% Packages: 12 oz. Magic Hat Easy Miles is a silky smooth hazy cans, 16 oz. cans and draught pale ale with long, winding notes of lemon, Availability: Now, year‑round orange and mango and is now a year‑round offering. ABV: 5.2% Packages: 12 oz. cans and draught Availability: Now, year‑round Willie’s Pineapple & Lime Willie’s Superbrew is ringing in the spring with a taste of the tropics. Their new Pineapple & Brewery Ommegang Lime is crisp, light and the perfect complement to a sunny afternoon. The pineapple is vibrant Solera and refreshing from the very first sip. A splash Brewery Ommegang is rebranding their Pale of lime in the background balances Sour to Solera. It is a newly minted, canned the pineapple’s medium sweetness version of the sour that so many of us love. and leaves you with light citrus This is the very same liquid, but with an notes. Both the notes of pineapple entirely new look. Solera is a gently tart, and lime are enhanced by a hint of sea delicately sweet and completely refreshing ale crafted salt. ABV: 4.5% Package: 12 oz. cans only for Ommegang by Liefmans in Belgium. ABV: 6.9% Availability: Now, year‑round Package: 12 oz. cans only Availability: April Willie’s Variety Pack including Brewery Ommegang Blueberry & Lemon Rosetta All the flavors you love from Willie’s will now be available Rosetta displays a mild sourness from the in a convenient variety pack. The 12-can variety pack mixed culture fermentation, balanced by will include original favorites like Pomegranate & notes of cherries and subtle malt sweetness. Açai, and Mango & Passionfruit, along with their new ABV: 5.6% Package: 12 oz. cans only releases Pineapple & Lime, and Blueberry & Lemon, Availability: April which is exclusively available in the variety pack. All four offerings complement each other for a delightfully Brewery Ommegang refreshing variety pack sure Apripêche to keep fans exploring until they find their new favorite. The newest beer in the Ommegang lineup is ABV: 4.5% Package: 12 oz. Apripêche. The juicy sweetness of peaches cans only Availability: Now, and the delicate acidity of apricots are year‑round married together into a thirst-quenching tart wit ale. ABV: 6.3%. Package: 12 oz. cans only Availability: April

12 HeadyTimes v.31 www.amoskeagbeverages.com SeasonalSELECTIONS When Demand Exceeds Supply Harpoon Summer Vacation With fresh Harpoon beer, some Many of our craft seasonal and specialty releases are friends and sun, even an afternoon available in limited quantities. Breweries only produce a at home can feel like a vacation. certain amount of their specialty beers and Amoskeag does This 2/12-pack can variety includes: all they can to get as much product as possible. In addition, Harpoon IPA, Rec. League, Camp this magazine is compiled months prior to the decision made Wannamango and exclusive to this by the brewery to allocate their products to the wholesaler. mix pack, Play On, a crisp & bright Variations in production for some of these limited release pilsner. Availability: Now offerings will fluctuate, resulting in lower quantities than anticipated. If you are interested in something you see in Harpoon Camp Wannamango this publication and it is out of stock when you place your order, please contact your Amoskeag Beverages sales Camp is back in session! Making its triumphant return, this mango pale ale is packed with bright, representative to discuss a similar product. tropical aromas from Simcoe and Sultana hops and fresh mango purée. ABV: 5% Packages: 12 oz. Coors Light Summer Packaging cans and draught Availability: Now Coors Light is helping shoppers grab some UFO Splash Down summer Chill. Fans can get mountain-cold refreshment throughout the warmest months of A 2/12-pack summer can mix for the year with special, thermochromic summer- everything your summer calendar themed cans, perfect for backyard barbecues brings, Splash Down includes: UFO or days at the shore. These iconic cans feature White, Light Force, Boarding sunglasses as a nod to long summer days, Pass IPA, and Georgia Peach. bringing in opportunity for moments of Chill Availability: Now throughout the season. Packages: 12 oz., 16 oz. and 24 oz. cans Availability: May UFO Georgia Peach Refreshing with the right touch of sweetness, this easy-drinking and flavorful hefeweizen will make Keystone Light USA Packaging you think you just picked this beer right from your Keystone Light, the first beer favorite peach tree. ABV: 4.8% Packages: 12 oz. brand to ever partner with United cans and draught Availability: Now Service Organizations, is proud to do so once again. Americana- UFO Maine Blueberry themed packaging and retail Originally made just for Maine, using real displays will help shoppers let their Maine blueberries, this slightly sweet, slightly patriotic flag fly and show support tart, totally blueberry-y hefeweizen is ready for the USO. Package: 12 oz. for the main stage! UFO will be sending a cans only Availability: Mid-May little slice of Maine all over for a limited time this summer – lobsters and pine trees not included. ABV: 4.8% Packages: 12 oz. cans and draught Allagash CrossPath Availability: April To celebrate the versatility of Maine’s grain, Allagash teamed up with GrandyOats to Clown Shoes Coconut Sombrero create this certified organic, Belgian-style golden ale. It’s brewed with all-organic, Coconut Sombrero is a seasonal twist on Maine-grown oats, buckwheat, base malt, the classic Clown Shoes Mexican-Style hops and GrandyOats Granola. Allagash Chocolate Stout. The addition of coconut and GrandyOats both owe much of their supplies a smoothness to complement success to the bounty of their home state. the rich flavors of dark and chocolate A portion of this beer’s proceeds goes malts, making this a unique tropical stout to MOFGA, to help farmers transition to fit for the summer season.ABV: 7% organic crops. ABV: 5.5% Packages: 16 oz. cans and Packages: 16 oz. cans and draught draught Availability: Now Availability: April

www.amoskeagbeverages.com HeadyTimes v.31 13 SeasonalSELECTIONS Samuel Adams Summer Ale Samuel Adams Brick Red Golden, hazy and thirst-quenching, Samuel Brick Red’s name refers to the red brick Adams Summer Ale is back to signal warmer days of Boston’s Freedom Trail, a 2.5-mile ahead. This American wheat ale boasts orange, path that passes 16 U.S. landmarks. It lime and lemon peels to create a refreshing is also a tribute to the red brick walls of citrus aroma. Grains of paradise accent the Boston Beer’s brewery, where this beloved crisp wheat character, with a subtle spice that beer originated. Easy-drinking and full of finishes clean. Summer Ale is just right for rich malt character, it’s easy to see why wishing for summer or washing the season this smooth and balanced beer is a fan down. ABV: 5.3% Packages: 12 oz. bottles, favorite. ABV: 5.2% Package: 16 oz. cans 12 oz. cans and draught Availability: Now Availability: Now

Samuel Adams Porch Rocker Dogfish Head Sun-Day-Feels Sweet, tangy and refreshing, Porch Rocker was Inspired by brunch libations, Sun-Day-Feels is inspired by German cyclists who mixed beer with a beermosa sour brewed with viognier wine lemonade to quench their thirst on a hot summer grapes, blood orange juice and peach purée day. Samuel Adams’ take on the radler starts for ‘all the feels.’ Tart, spritzy and mimosa- with a golden helles lager and adds a unique esque, this summertime sipper received blend of lemons to capture that fresh-squeezed the highest rating on Dogfish Head’s Beer taste. Its crisp, light body and clean finish make Exploration Journal (a program customers it a refreshing beer all season long. ABV: 4.5% use to rate beers coming from the R&D Packages: 12 oz. bottles, 12 oz. cans and brewhouse) during the summer of 2019. Part draught (also available in the Sam Summer of the 2020-2021 Off-Centered Art Series, Variety Pack) Availability: Now Sun-Day-Feels boasts bright, lively artwork by Samuel Adams Dan Stiles. ABV: 6.5% Packages: 12 oz. bottles and draught Availability: May Beers of Summer Variety Packs Samuel Adams Beers of Summer Shiner Bock Cans 2020 Variety Packs are available in can and bottle 12-pack assortments. Currently available year‑round in 12 oz. bottles and The can variety includes: Sam ’76, draught, Shiner Bock will be available in 12 oz. 2/12 Summer Ale, Porch Rocker and pack cans this spring. Brewed with rich, roasted barley a variety pack exclusive, American malt and German specialty hops, this lightly hopped, IPA, made with 7 American hop American-style dark lager always goes down easy. varieties, this IPA has an intense ABV: 4.4% Availability: April juicy, citrus flavor, a lean body and a crisp, clean finish. Thebottle variety includes: Boston Lager, Sam ’76, Summer Ale and Porch Rocker. Availability: Now Samuel Adams Fenway Faithful IPA Like Boston Beer’s hometown team, this Shiner session IPA is lively and Texas Heat Wave light but packs a flavorful punch. Crisp and easy Shiner’s limited-edition summer drinking with citrus and 12-pack bottle variety includes: tropical fruit notes, it’s Strawberry Blonde, Mango best served with a frank and a little dirty water (not the Kölsch and Peach Wheat. literal kind). ABV: 4.7% Packages: 12 oz. cans, 16 oz. Availability: April cans and draught Availability: Now

14 HeadyTimes v.31 www.amoskeagbeverages.com SeasonalSELECTIONS Sierra Nevada Summerfest Smuttynose Blueberry Thrill Sour Since their invention in the 1840s, Sessionable yet full of flavor, pilsners have become the world’s most Smuttynose’s celebrated sour returns popular beer style. With a nod toward this May to transport your taste buds the original Czech tradition, Summerfest straight to a bursting mountainside is brewed to feature the best Bohemian blueberry patch. With its striking nature. Crisp, golden, dry and incredibly purple hue, clean tart bite and drinkable, Summerfest has a delicate smooth fruity finish, you’ll want to and complex malt flavor and spicy and bring a bunch along whether you’re floral hop character – the perfect warm weather beer. headed out hiking or boating, or ABV: 5% Packages: 12 oz. bottles, 12 oz. cans and just lounging in the sun with friends. draught Availability: April Whatever the occasion, gather an armful and get ready to crack a taste of pure New England paradise. Woodchuck Sippin’ Citrus Blueberry Thrill, like all Smutty sours, represents years of kettlesour brewing expertise, meaning it’s safe for Sippin’ Citrus is a grapefruit your draft lines without sacrificing any flavor or quality. hopped cider. It pairs the And as always, Smuttynose proudly feature 100% real juice of common apples with ingredients. ABV: 4.5% Packages: 16 oz. cans and grapefruit and cascade hops. draught Availability: May This is a semi dry gluten-free cider with distinct citrus taste. Smuttynose Drops of ABV: 5.5% Package: 12 oz. Dawn Tangerine IPA cans only Availability: Now Summer in New England is the perfect time to soak up the plentiful Night Shift Awake Coffee Porter sunshine with friends and family in Awake is crafted by and for those who the great outdoors. From spending a make the most of their waking hours. day on the water to a neighborhood This robust, lively porter is aged with an backyard BBQ, Drops of Dawn Tangerine IPA is your exceptional blend of Night Shift Brewing perfect summertime companion. Smuttynose’s newest coffee beans. Enticing aromas of toffee and IPA is brewed with a touch of sweet tangerine that baker’s chocolate lead into smooth flavors will be there to help you enjoy every last moment of of fresh coffee roast and cacao. A familiar summer. ABV: 5.6% Packages: 16 oz. cans and yet invigorating beer experience. ABV: 6% draught Availability: Now Packages: 16 oz. cans and draught Availability: Now Switchback Roasted Red Ale Switchback Roasted Red Ale is a deep mahogany- Smuttlabs Cosmic Vapor red colored ale. Its flavor leads with a rich New England IPA caramel maltiness balanced with a bold hop signature, and followed by a delicate cocoa Cosmic Vapor New England IPA is roasted finish. When selecting the hop varieties the newest offering from Smuttlabs to complement their flagship Switchback Ale, and is simply out of this world. If they discovered the then new variety of hops you’ve been searching the skies called Amarillo. Not the right hop for their ale, for the perfect New England IPA, Switchback decided to feature it in their next then you’re going to want to focus beer. The pungent citrus and flowery aromas in on this one. With a celestial- of Amarillo demand a big malt character for balance. hazy appearance and nebulous-soft Dark caramel malts are used to provide an intense mouthfeel, this monthly rotating malt profile, with a touch of roast malt to cleanse beer will take your taste buds on a rocket ride of hop the palate of the inherent sweetness of red ales. To flavors from tropical, fruity juicy hop notes to just a hint create hop complexity, they add a bit of Simcoe hops of malt sweetness. Cosmic Vapor NEIPA is one of those to the Amarillo for kettle additions and dry-hopping. beers you’re just going to want to probe over and over Unfiltered and 100% naturally carbonated.ABV: 5.6% again. ABV: 6.7% Packages: 16 oz. cans and draught Package: 12 oz. bottles only Availability: Now Availability: April

www.amoskeagbeverages.com HeadyTimes v.31 15 SeasonalSELECTIONS Moat Mountain Rogue Newport Daze Clockwork Mandarina Hazy Pale Ale New England Pale Ale This hazy pale ale from Rogue, gives off aromas Clockwork Mandarina New England Pale Ale is of pineapple & stone fruit, features tangerine & a lower alcohol version of a New England IPA peach flavors and finishes slightly sweet and very with a more present maltiness, despite the 3 smooth. ABV: 5.5% Packages: 12 oz. cans and pounds of hops per barrel. Aromas of tangerine draught Availability: Now citrus and grapefruit peel are followed by a hint of sweetness as the flavors hit your tongue. Rogue Newport Nights Clockwork Mandarina New England Pale Ale has a A west coast IPA with El Dorado hops, Newport fluffy mouthfeel with a light bitterness and a malty, Nights opens with aromas of mango, papaya cereal finish. The triple dry-hopped symphony of and tangerine followed by an atom bomb of pine flavors, textures and aromas are an ode to joy. and grapefruit, ultimately delivering a monstrous ABV: 5.6% Package: 16 oz. can only Availability: April hop punch that is surprisingly smooth. ABV: 9.8% Packages: 16 oz. cans and draught Two Roads Availability: Now Pineapple Mango Gose This beer has a rich blend of tropical fruit PRESS Blood Orange Chili notes with hints of pineapple, mango & PRESS Premium Alcohol Seltzer is guava. With pleasing tartnesss, it’s a tropical bringing some warmth with its new twist on a refreshing fruit gose. ABV: 4.8% rotational flavor – Blood Orange Packages: 16 oz. cans and draught Chili. This is the third rotational Availability: April flavor for the independent, woman- Two Roads Road Jam owned alcohol seltzer brand and has hit the shelves in six-packs. PRESS Road Jam is a wheat ale fermented with Blood Orange Chili features velvety real red and black raspberries and accented citrus notes that shine against a with fresh lemongrass. It has a stunning zing of fleeting heat and splash of red color and mouth-watering berry aroma mellowing sweetness. “I’ve been working to bring Blood and is fruity and refreshingly dry. ABV: 5% Orange Chili to market for years,” said Amy Walberg, Packages: 12 oz. cans and draught founder of PRESS Premium Alcohol Seltzer. Availability: May “This flavor is exotic, mischievous and totally unexpected. It’s one of my Two Roads Wee Demon favorites, and I think people are going to 95-calories IPA love it!” ABV: 4% Package: 12 oz. slim can only Availability: Now This 95-calories IPA has a tropical, citrusy aroma, moderate bitterness and a light- bodied mouthfeel that will make you think Smirnoff Hard Seltzer you’re being a demon when you’re being an Red, White & Berry angel. ABV: 3.8% Packages: 12 oz. cans and draught Availability: April Introducing America’s Seltzer, with 0 sugar, 90 calories, 1g carbs, 4.5% ABV, no artificial sweeteners and clear liquid. Woodstock Inn Smirnoff Hard Seltzer Red, White & Berry Lemon Blueberry Pale Ale has a deliciously refreshing cherry, citrus and Lemon Blueberry Pale Ale is a light blue raspberry flavor. Cold activated cans refreshing pale ale that smells like reveal a blue base and stars when cold. lemons and tastes like blueberries. ABV: 4.5% Package: 12 oz. cans only Lemon Blueberry Pale Ale is straw Availability: April in color, incredibly refreshing and easy to drink. ABV: 4.4% Packages: 12 oz. cans, 16 oz. cans and draught Availability: April

16 HeadyTimes v.31 www.amoskeagbeverages.com SeasonalSELECTIONS Brooklyn Summer Ale Brooklyn Total Request IPA Brooklyn Summer Ale is a light Fresh from the Brooklyn Brewery’s brewhouse, you’re and zesty beer brewed with drinking Total Request IPA. They’re talking a brand new warm weather adventures in chart-topping, can-popping dry hopped Double IPA. mind. It’s the perfect companion Tune in to waves of juicy flavor from fresh and fruity for long summer days by the tropical hops and a bump of gently sweet oats to keep pool, in the yard, or anywhere things soft and smooth. Keep it loud while you can: else people unwind. ABV: 5% Total Request IPA is only broadcasting for a limited time. Packages: 12 oz. cans and Keep cool, drink fresh, and keep telling them what draught Availability: Now you want. You’re live in five, four, three…ABV: 7.5% Package: 16 oz. cans only Availability: Now

Available Year-Round PERFECT FOR THE SEASON Miller Lite Cape Line Sparkling Cocktails In 1975, Miller Lite established the Cape Line Sparkling light beer category and introduced Cocktails keep things the perfect balance of lightness simple with a variety pack and flavor nationally. It’s a real containing three bold Pilsner, brewed to have more color flavors: Blackberry Mojito, and taste with only 96 calories Margarita and Hard per 12 oz. serving. Since day one, Strawberry Lemonade. Miller Lite’s mission has been to deliver a great-tasting These refreshing sparkling American-style Lager. ABV: 4.2% Packages: 12 oz. cocktails contain just six bottles, 12 oz., 16 oz. and 24 oz. cans, and draught ingredients, no artificial flavors and only 120 calories, making them irresistible to consumers who seek big flavor without the added High Noon Sun Sips calories of leading malt beverages. ABV: 4.5% High Noon Sun Sips are the easy drinking, always Package: 12 oz. slim cans only socializing, great tasting, sun-toasting, blue sky celebrating, memory-making, awesomeness, in a can! Real vodka, real juice, no sugar Lone Pine Portland Pale Ale added, 100 calories This is Lone Pine Brewing and gluten free. High Company’s flagship pale Noon Sun Sips come ale which carries a bright, in these great flavors: clean body, with stone Watermelon, Black fruit and ripe citrus flavors Cherry, Grapefruit and from heavy late addition Pineapple. ABV: 4.5% hopping. ABV: 5.2% Package: 12 oz. slim Packages: 16 oz. cans cans only and draught

Labatt Blue The world’s best-selling Canadian Beer and the Wachusett Blueberry Ale #1 Canadian import in the U.S. Brewed with the New England’s favorite blueberry ale. A finest ingredients including renowned Hallertau wonderful aroma of fresh blueberries is hops, 2-row malted barley and pure Canadian then enhanced by a delicious flavor that barley, Labatt Blue has a clean refreshing taste with gets fermented into this classic wheat distinct hop aroma, delicate fruit flavor and a slightly ale. ABV: 4.5% Packages: 12 oz. cans sweet aftertaste. ABV: 4.7% Packages: 11.5 oz. and draught bottles, 12 oz. cans, 24 oz. cans and draught

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Keep Your Summer Blue Moon: Official Craft Beer Sponsor of Chill-Worthy the Kentucky Derby Coors Light and YETI are making Blue Moon is the official craft beer sponsor of the Kentucky Derby for the summer Chill-worthy by ensuring second year in a row! This year, they’re partnering with Woodford Reserve that Coors Light is always cold. to create two special cocktails, inspired by the Derby – the Grandstand and Consumers can prepare for the Blue Moon Julep – that fans can order at participating bars. Fans will summer’s most exciting activities also be able to participate in on-premise photo walls complete with Derby- with cross-branded merch, themed props, drink from limited-edition Derby glassware and get the including the famed YETI Hopper chance to win prizes throughout the Derby by winning tickets that match BackFlip 24 cooler. These up with specific horses in the race. Off-premise POS featuring the two coolers can be used as display Derby-inspired cocktails will encourage consumers to pick up everything enhancers for consumer prizing. they need to make it a Once-in-a-Blue-Moon Derby.

Peroni Summer Stripes Peroni’s light, crisp taste helps elevate every summer occasion. Whether sporting slim cans for a poolside hangout or a draft after a hearty summer meal, shoppers can find the perfect combination for their summer celebrations. Retail activations will include cheese and beer pairings, samplings and bar and patio displays with the iconic blue-and-white striped pattern.

Peroni Boston Calling Peroni is back for its second year at Boston Calling, bringing an elevated experience to festival goers through the ever-popular photo booth, encouraging visitors to interact with Peroni on social using the hashtags #Birrabeautifully and #PeroniUSA. The space, located next to the Blue Stage, encourages hangout time with comfortable slingback chairs and games of bocce. Peroni’s Bar Cart is making a return as well. An instant hit in 2019, thousands of visitors were able to enjoy the crisp taste of Peroni at the festival.

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White Claw Partners with Kentucky Derby for the 2nd Year The Derby is more popular than ever, with viewership in 2019 at 16.5 million viewers: the most since NBC began broadcasting in 2001. This Miller Lite Boston Calling program allows retailers to display White Claw with other Kentucky Miller Lite is ready for another round at Boston Calling 2020, taking place Derby sponsors to build baskets for at the Harvard Athletic Complex from May 22 through 24 with headliners watching and enjoying the Kentucky Rage Against the Machine, Foo Fighters and the Red Hot Chili Peppers. Derby. Super high-end sales during And Festival-goers can enjoy a Miller Lite at the NEW Miller Time Social, a the week leading up to the Derby double-decker branded space where they can hang out with friends, listen increased 8.5% in 2019. to the music or take a selfie in front of the photo-op walls. Come join us for a Miller Lite tall boy! To celebrate the partnership, White Claw is giving consumers, via a text- to-win sweeps, the chance to win 1 of 3 pairs of box seat tickets to the 2021 Kentucky Derby!

Turn it Up with the Perfect Festival Team Miller Lite Americana Summer Packaging White Claw Hard Seltzer is teaming up with Bonnaroo, one Miller Lite is proving summer is a state of mind with new Americana of the largest music/art festivals packaging and POS displays, just in time for Memorial Day and in the country! Consumers will Independence Day celebrations. This is a great opportunity for retailers text-in for their chance to win and merchandisers to build great displays. They’ll also be giving away 2 VIP tickets, as well as travel tons of merchandise perfect for summer activities; such as branded pool accommodations, to the 4-day floats – all fans have to do to enter is scan the Snapcode on the aluminum festival in Manchester, Tennessee “Summer Pints” available on and off-premise. in 2021.

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Cayman Jack and Marshall: Press Play Marshall has been celebrated by some of the world’s greatest bands and musicians including Jimi Hendrix, Eric Clapton, Slash, Oasis, Muse, Gorillaz and Slaves. They 16 million millennials visit can be seen on tour with artists Vegas each year, so this April like Justin Timberlake and Lana Mike’s HARDER knows their and May, Mike’s HARDER is Del Rey. Marshall is defined as an fans love racing. So, from offering consumers a chance innovator and continues to push April through August, Mike’s to win a VIP experience in Sin the boundaries of possibility to help HARDER is offering consumers City. One grand prize winner inspire people to find their sound. a chance to win a trip to will receive a trip for two to Las Cayman Jack is getting in on the fun a Premier Supercross race Vegas, including round-trip air with a consumer giveaway, via QR in Las Vegas! Three lucky travel, four days/three night code scan-to-enter on case cards, winners will receive a trip hotel accommodations and a case stackers and pole toppers. for two a 2020 Supercross $2,000 gift card! Winners will receive a Marshall Championship race. Bluetooth speaker valued at $250!

Mike’s is celebrating its 21st birthday with a Pandora partnership and consumer giveaway. Pandora, a leading music and podcast discovery platform, provides a highly personalized listening experience to approximately 70 million users each month. As the largest streaming music provider in the U.S., with an industry-leading digital audio advertising platform, Pandora connects listeners with the audio entertainment they love. From April through August, Mike’s is running a “Raise One to 21” sweeps that gives consumers a chance to win three months of Pandora Premium and access to a 99-inspired Yellow Album, to celebrate Mike’s 21st!

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This summer, Modelo will encourage consumers to Fight for Gold and Fight After two successful years of for Glory in support of the brand’s protecting outdoor adventure, In 2020, Pacifico will once major media buy on NBC during Pacifico Preserves is heading into again bring their independent the 2020 Summer Games. Casa year three, becoming Pacifico’s first spirit to Cinco de Mayo in Modelo will continue building equity ever, premier summer program. an authentic way, with brand as the beer brewed with the Fighting This time, the brand is partnering new on- and off-premise Spirit by reminding consumers that it with The Conservation Alliance in POS. Pacifico evaluated how doesn’t matter where you came from, protecting North America’s wild both Gen Z and millennials it matters what you’re made of. This landscapes and waterways by celebrate Cinco de Mayo and 360-degree program will come to life supporting more than 40 charitable will encourage consumers to across a new TV spot featuring 8-time organizations. Pacifico will be raising go off the beaten path and see Olympic medalist swimmer, Nathan awareness for this effort across POS where the fiesta takes them. Adrian, as well as digital, social and and merch, while also supporting Leveraging iconic celebratory retail support, with new bilingual POS Pacifico Preserves with media for cues, the serape border and a display enhancer. At retail, the first time ever! Consumers will on the POS frames up the consumers will be encouraged to be able to enter a sweeps to win adventurous way to celebrate reach for a Modelo for the chance a Pacifico Grizzly Cooler, which Cinco de Mayo. to win gear from the brand’s limited- will also trigger a donation to the edition Gold collection. Conservation Alliance.

Casa Modelo El Sabor del Cinco de Mayo In 2020, Modelo will continue to honor authentic Mexican culture as El Sabor del Cinco de Mayo, with all new Mexican-inspired tile design featured on on- and off-premise POS. In addition to paid social media support and various digital integrations, Modelo will offer an all new Modelo display enhancer to further bring the festivities across retail accounts. Modelo will encourage consumers to celebrate in an authentically Mexican way this Cinco de Mayo.

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Protect Our Beaches with Corona This Summer In 2020, Corona is launching an all new cause marketing platform in an effort to protect our oceans and keep our beaches clean. The brand will be growing its summer program to combine the vibes the brand is known for, with a cause at the heart of it, through a dedicated TV spot, PR, retail, events, digital and social. Corona will continue to bring awareness to the beach through specialty promo packaging this year, and they’ll give consumers more ways to join the cause and get cool, beach-friendly gear along the way. The beach has always been there for us – it’s time we returned the favor.

Corona Premier Sponsors 2020 U.S. Open Corona Premier is back for year two of its’ golf-centered thematic retail program! This year, the brand has partnered with the 2020 U.S. Open to drive excitement around golf season. This spring, Corona Premier will give consumers the opportunity to win behind the scenes access to Winged Foot Golf Club, as well as tickets to the U.S. Open. To help support this program, A Corona is all you need to start your Cinco celebrations! The brand Corona Premier has created an is inviting consumers to hit the pause button and enjoy the simple all new on- and off-premise POS celebrations like hanging with friends, eating tacos and drinking cold bundle and brought back the cervezas. To make this celebration even bigger, Corona will be giving away partnership with TravisMathew tacos to the masses for the ultimate Taco Tuesday through a partnership to drive excitement around with Ibotta. A 360-degree marketing program includes Cinco de Mayo TV Corona Premier and one of the spots, digital video, paid social, on- and off-premise POS and a partnership brand’s consumers’ favorite with Old El Paso providing unique recipe content. Your Cinco starts here pastimes, golf. this Corona de Mayo!

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Smirnoff Ice Red, White & Berry Summer The Smirnoff portfolio is back again this spring/summer to entice and engage with consumers all season long! Highlighting their new The Stout That “America’s Seltzer” – Smirnoff Hard Seltzer Red, White & Berry – as Started It All! well as the other Smirnoff Ice Red, Guinness Extra Stout was created White & Berry variants, the brand is in 1821 and is still enjoyed partnering with Pets for Vets this April today. This spring/summer, POS through September. Pets for Vets was For a limited time only, Funshine will encourage consumers to created to improve the lives of both Gilroy cans are back again to support enjoy the versatility of the beer Veterans and animals by bringing Guinness Draught throughout the with different foods and celebrate them together in a thoughtful, caring summer in the off-premise, as well traditions. Guinness Extra way. The goal is to give back to the as surfer summer-themed POS to Stout is a beer that is bold & brave servicemen and women who remind people that Guinness is a bittersweet, with a smooth finish. have given everything to our country, beer to be enjoyed all year long. while finding homes for deserving shelter pets.

Will You Accept This Rosé? Smirnoff Seltzer has partnered with the Bachelor franchise and will be showing up in stores with supporting POS to execute in store. During all Bachelor shows and leading up to the show, there will be social media involvement from past and current cast members that centers around the Smirnoff Seltzer Rosé seltzer varieties.

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Dogfish Head’s love for hockey runs deep – founder Sam Calagione grew up playing on frozen ponds in Western Massachusetts, and today Dogfish Head fields a brewery- league team comprised of co-workers and weekend warriors. DFH is taking that love to the next level by proudly announcing that their continually-hopped 60 Minute IPA is now the Official IPA of the NHL! Dogfish Head will be driving features around 60 Minute during the playoffs (April – June), with particular emphasis in the on-premise. This activity will be supported by POS (including posters, banners and table tents) as well as a social media campaign.

Harpoonfest 2020 Boston, May 15th and 16th Come kick off the start of summer at Harpoonfest 2020! With three separate stages of local music, food trucks galore, sunshine, and plenty of fresh Harpoon beer, Harpoonfest is the unofficial start of summer in New England. The festivities take place at Harpoon Brewery, 306 Northern Avenue, Boston, MA on Friday May 15, from 6-11pm and Saturday, May 16, from 1-7pm. Must be 21 years or older with valid ID.

Sufferfest and Strava Guts and Glory With over 40 million users globally, Strava is THE social network for athletes, and they’ve never partnered with an alcohol brand… until now. This May, Sufferfest and Strava are teaming up to host a 30-day athlete challenge. At retail, the collaboration will be promoted with eye-catching POS, leverage the recognizable Strava brand and encourage shoppers to take the challenge and grab a beer to celebrate. Additionally, Sufferfest meetups and other events will help everyone reach their fitness goals (and earn their beer).

24 HeadyTimes v.31 www.amoskeagbeverages.com RethinkingRETAIL Time to Drink Your Wheaties Which beer style appeals equally to men and women, can Only recently have brewers turned their full creative be slightly hoppy and features all the exciting flavors modern prowess on this style with the same intensity given consumers crave? It’s wheat beer, the O.G. of craft beer. to IPAs. The second largest beer style in craft is the perfect canvas Nuanced, tasty and refreshing, fruit-forward wheat beers for brewers to showcase popular fruit flavors. are usually very sessionable (many with ABVs in the 4.5% range) devoid of palate-wrecking bitterness and funky And the fruit beer category is up 11%. yeast esters that some people find objectionable. Blue Moon Belgian White is America’s best-selling national These are but a few examples of wheat beers your craft. It made its debut back in the ‘90s before IPAs customers will find irresistible in the warm months dominated the category. Now, one quarter of all the craft to come. beer sold in the country is some kind of wheat ale, also called wit or weisse, among other names.

BLUE MOON SAMUEL ADAMS ALLAGASH WHITE CLOWN SHOES MOAT MOUNTAIN LIGHT SKY SUMMER ALE CLEMENTINE HOFFMAN WEISS A traditional Belgian- WHITE ALE A new light and Golden, hazy and style witbier, and is A traditional Bavarian- refreshing wheat thirst-quenching, an example of one of Luscious citrus style wheat beer, this beer that is brewed this summer ale is the few styles beers flavors and Belgian unfiltered golden ale with real tangerine back with orange, that was originally spice abound in delivers aromas and peel for a lighter, lime and lemon peel designed to be hazy. Clementine, which flavors of banana and exceptional taste at creating a refreshing Spiced with a blend features additions clove with notes of only 95 calories. citrus aroma. of coriander and of sweet orange coriander and white Curaçao orange peel. peel, coriander, and pepper. There is a Mandarina hops. subtle tartness in the background and a slight twang from the malted wheat.

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Smuttlabs Brewery & Kitchen Now open in downtown Dover, at 47 Washington Street, Smuttlabs Brewery & Kitchen is the first physical outpost for the limited-batch, experimental arm of Smuttynose Brewing Co. Smuttlabs Brewery showcases new and unique craft beers through an ever-evolving 16-tap tower. Smuttynose’s core beers, including Finestkind IPA, Old Brown Dog Ale, and New Hampshire Pale Ale will also be served on draft. “Innovation has been at the core of Smuttynose since the beginning,” said Charlie Ireland, head brewer. “As the brand has grown and demand for our core beers has consumed more and more of our production capacity, we created Smuttlabs as a place to continue to test even our wildest creations.” The kitchen at the Dover location will be serving up a delicious scratch menu, which is the brainchild of beloved, local chef Anthony Ricco, who artfully utilizes Smuttynose beer in many of the recipes. Visit: smuttynose.com/smuttlabsbeer/smuttlabs-dover/ for more information.