Holiday 2015 | V.14 AMOSKEAG BEVERAGES

KEVIN DOYLE SALES LEADER MillerCoors

Retail Edge Seasonals The Guy New Products Programs BEER RECIPE | HOLIDAY SELECTIONS | DON’T FORGET THE BABY BOOMERS Letter toTHE TRADE In This ISSUE

Cover Story ������������������������1

Brewer Highlight �����������������2 MOSKEAG HAS THE PRIVILEGE OF SELLING BEER BREWED BY SOME of the best brewers in the country, and several of these Harvest Market �������������������3 A are located right here in New England. With the craft beer segment booming and the push to buy local, Amoskeag wanted to find a way to support and showcase our fantastic lineup of craft breweries. Tuscan Kitchen ��������������������4 After some brainstorming with Derek Connelly, our Craft Beer Specialist, we decided to adorn one of our delivery trucks with the logos of our New England- based breweries. We contracted Boston Impressions to design the state-of-the- New Products ���������������������5 art decals which were applied to the delivery vehicle. Truck advertising provides vigorous consumer engagement, and the large graphics create a spectacular impact. It’s an effective way to market these brands. To date, we have received Seasonal Selections �������������6 positive feedback from consumers and suppliers alike.

We are reaching markets across the state as our drivers go about their daily Programs ������������������������ 11 delivery routes. Craft brewers are a tight knit group of people, and they are our comrades in the fight for the rise in awareness and availability of high- quality beer… beer being brewed right in our own backyard. Retail Edge ���������������������� 16 We hope have a safe and happy holiday season with your family & friends. If you’re raising a glass this season, give one of our great-tasting New England brews a try, you won’t be disappointed. The Beer Guy ������������������� 17 Cheers! CUSTOMER SURVEY Amoskeag Beverages strives to provide exemplary sales, delivery and support service to all of our Ed Murphy Tom Bullock Kevin Emmons customers. VP/General Manager President VP/Marketing Director We are continually looking for ways to grow and improve our company to better serve you. Please provide feedback by taking the quick customer survey on our website, AmoskeagBeverages.com during the November 3rd – 30th timeframe. You can find the link at the top right of the home page. Thank you in advance for your feedback and continued support.

Heady Times is published four times a year, courtesy of Amoskeag Beverages. CoverSTORY MillerCoors Sales Leader Kevin Doyle Talks About Getting to Growth The executive cites the launch of Henry’s Hard Soda as an example of his company’s leadership position in the beer industry.

HERE’S BEEN A LOT GOING ON AT Redd’s Apple is proof that we are MillerCoors lately. New leadership, the successful innovators. Year to date that T acquisition of California craft Saint brand family is growing double digits. And Archer, new agencies and the launch of Henry’s I’m really excited about launching Henry’s Hard Soda in January. That’s just for starters. Hard Soda in January. Our first two flavors are ginger ale and orange. It’s only 4.2% In addition, MillerCoors has set its sights high with ABV and made with natural flavors and real a big ambition during these challenging times: To cane sugar. It will be sold alongside other grow total volume. FMBs. This product should appeal to legal At the tip of the spear is MillerCoors’s new drinking age millennials and other important President of Sales & Distribution Kevin Doyle. This consumer groups, like Gen X men and former chief customer officer is the quintessential women who want something different, a bit hands-on insider, known for his practical more sophisticated. We’ve had our eye on perspective and ability to craft “solutions” that translate into increased the hard soda category for some time [Not sales. His approach to business is captured by his four-word mantra – Your Father’s Root Beer is technically an simplify, prioritize, execute and accountability. ale] and we are going to take the lead in this new category. Heady Times dialed up Doyle at his Chicago office for a chat. This is what he had to say. We’ve got our sales teams focused on a handful of priorities – doubling down on Getting to Growth chains, taking back the on-premise, winning “Gavin’s [Gavin Hattersley, newly minted CEO of MillerCoors] call for in independent c-stores & neighborhood growth is incredibly inspiring. And it’s the right ambition. It’s not going to retail distributors and building revenue happen overnight, but we are working to make that happen. And it starts management capabilities. with our portfolio. We’re going to win with American light , win with I believe we will get to growth but we’ve our craft brands, and win with new innovation. got work to do. On-premise is a perfect When I talk to people who aren’t a part of the beer example. It’s hard because we’re industry about what’s going on in the marketplace, I seeing accounts take off Blue tell them that the combined sales of and Moon or Coors Light or Miller are still three times larger than all of craft. Lite on tap and replace them Most of them are naturally very surprised to hear with niche crafts that don’t turn. that. They know that craft has been taking share and I get crazy when a retailer tells that is absolutely true, but the category me that he doesn’t sell Blue is, and will always be relevant because there are so Moon anymore because it sells many occasions when light beer is what people want too well. We’ve been able to to drink. I am completely confident in saying that turn the tide by ‘Building with American light lagers have forever staying power. Beer’, which shows a bar owner how much money Speaking of Coors, Coors Banquet in the stubby they’re losing when they bottle is doing very well in both the on and off- take off one of our handles. premise. Consumers, young and old, are definitely People love those attracted to that beer’s authenticity. and they ask for them by As for craft, we’ve got the No. 1 craft brand in the name – why take them off? country with Belgian White, which just Sure, MillerCoors is making turned 20 this year. Twenty years of growth – that’s changes, but I can tell you phenomenal! And Leinie’s created a and what’s not going to change remains far and away the leader, even though more and that is our drive to be and more competitors are coming out. leaders in beer.”

www.amoskeagbeverages.com HeadyTimes v.14 1 BrewerHIGHLIGHT Mark Hellendrung Narragansett Brewing Co. ESURRECTING A BRAND THAT WAS ALL BUT driven to extinction is very challenging, but quite R rewarding for Narragansett Brewing Company owner, Mark Hellendrung. Heady Times was fortunate enough to spend time with the Rhode Island native to discuss his brewing success story. The history of Narragansett Beer is a fascinating tale. This local gem is New England’s oldest beer, first brewed in 1890. In its heyday, Narragansett was the best selling beer in New England. The company employed over 300 people, and Narragansett was the official beer of the Boston Red Sox for three decades! Iconic sports announcer, Curt Gowdy welcomed listeners to each Sox broadcast with, “Hi, Neighbor. Have a ‘Gansett,” the brewery’s trademark slogan. The beer began to lose ground in 1965, when Falstaff Brewing Corp. bought the historic Rhode Island brewery. Economic troubles struck and unfortunately, outdated technology, poor management, and intense competition crippled the company. Falstaff closed the original facility in 1983 and production was moved to Indiana, where a new recipe was implemented. Things were not looking good for ol’ Narragansett. Fast forward to 2005… Hellendrung, former President of Nantucket Nectars and lead sales strategist at Magic Hat, acquired the rights to the brand with investors, and sought out Bob Anderson, the master brewer in charge when the Cranston R.I. brewery was closed. Together, they recreated the original formula of the lager. Hellendrung pursued an aggressive marketing campaign for the brand, including a total package redesign, a targeted public relations campaign, numerous promotional events and a new brewery web site. These strategic efforts, coupled with a grassroots push, have helped the beer steadily gain popularity Massachusetts banded together in 1964 to and broader distribution. save the battleship from being scrapped by Innovative product developments like ‘Gansett mash-ups, (or raising thousands of dollars in her name. collaborations) with local companies like Del’s Lemonade, Allie’s Donuts Narragansett Beer helped lead the charge and Autocrat Coffee, have led to some truly unique offerings. Del’s for those fundraising efforts. Shandy, Allie’s Double Chocolate and Autocrat Coffee Milk Although the new “old” Narragansett were all big hits with drinkers searching for interesting flavors. is now being brewed in Rochester N.Y., Hellendrung and his team are also working to share the interesting Hellendrung’s goal is to move production history of the brand. “We are trying to bring history back to life in a back to its original home in Rhode Island modern way,” says Hellendrung. The retro Narragansett “Jaws” can, in the very near future. In the meantime, offered in the summer months, honors the classic 1975 shark-infested everyone is busy getting ready to celebrate thriller in which Captain Quint famously crushes the Narragansett Narragansett’s 125th anniversary in late Lager can. The brewery’s newest offering, Big Mamie Indestructible December. Plans for huge end of the year American , pays homage to the famous local battleship USS festivities is icing on the cake for this iconic Massachusetts (a.k.a. Big Mamie) and the 50th anniversary of Battleship brewery with local connections. For more Cove. Big Mamie has the distinction of firing both the first and last U.S. information on Narragansett, visit them at Navy shells in WWII. With this proud history in mind, the citizens of narragansettbeer.com

2 HeadyTimes v.14 www.amoskeagbeverages.com Off-PremiseSPOTLIGHT Harvest Market HE DAYS OF COMPLACENCY are in the past for the T independent retailer. Independent supermarkets must constantly reinvent themselves to survive the never-ending big box expansion. Looking to stay ahead of the curve in a competitive marketplace, Harvest Market in Bedford was transformed with a complete renovation three years ago. Associated Grocers of New England, owners of Harvest Market, listened to what their customers wanted from a local store, based on surveys and focus groups. One of the big changes made was the creation of a substantial craft beer section to meet Ed Murphy, Harvest Market store manager the demands of the growing category. Heady Times sat down with Ed Murphy, store manager, to hear the In the store, a large emphasis is placed 28-year veteran’s success story. “Being a local independent store, the on local New England favorites. This is big guys all want to take a bite out of us,” says Murphy. “We knew our something that differentiates Harvest customers wanted a more extensive beer selection, so we built a top- Market from the larger chains. At the time notch craft beer section that rivals any mega grocery chain or specialty of the interview, displays of Smuttynose IPA store.” The larger assortment now includes a 12-foot section of big and Woodstock Inn Pigs Ear were stacked bottles or “bombers” as they are called in the industry. These larger neatly on the floor, while their canned beer bottles, while very popular around the holidays, are typically purchased section boasted the latest offerings from by the more serious craft beer enthusiasts. Harvest Market also boasts Great North Aleworks, Baxter and Sebago. 18 feet of shelving, dedicated to a variety of 6-packs from breweries near “Canned beer is becoming more and more and far. Within this category, a “make your own 6-pack” option is offered popular and we have quite a selection,” to customers who want to try several different brands of beer. With over says Murphy. Once used only for mass- 400 SKUs, even the savviest beer guru will find what they’re looking for. produced beer, the aluminum can is now a Any beer that’s offered in 4 or 6-packs is also available for purchase as favored package among craft drinkers, as a single serve. This has proved to be very popular, giving customers the it protects the beer from oxygen and light, ability to sample multiple beers. “The custom 6-packs are a great gift and some say, the liquid tastes even better idea, and with the holidays quickly approaching, we’ll make sure we have in a can. all the newest offerings available,” Murphy adds. Harvest Market shoppers have a lot to be happy about. In addition to the vast selection of beer offered, the store’s location on Route 101 is very convenient. The space is bright, kept very clean and the friendly staff is quite knowledge. The store also includes a seafood department that can’t be beat, a butcher shop offering certified Angus meats, a specialty deli with homemade salads and Boar’s Head Premium products and large wine section. Along with your traditional grocery items, Harvest Market carries a large selection of gluten free products, a postal center and a florist, making it a one stop shop.

www.amoskeagbeverages.com HeadyTimes v.14 3 On-PremiseSPOTLIGHT Tuscan Kitchen PON ENTERING TUSCAN KITCHEN, CUSTOMERS ARE WELCOMED to a world of regional Italian cooking that celebrates the authentic Uculinary traditions of Italy. Owner Joe Faro traveled extensively throughout the country, studying its diverse culinary styles and regional wines. He observed firsthand the respect that the culture has for preparation and presentation of their food. After gaining this knowledge, Faro opened Tuscan Kitchen in 2010 on Main Street in Salem. The restaurant emulates a classic Tuscan villa with a modern twist. Deep, rich woodwork and light stone accents are found throughout the space, while an intoxicating aroma of Italian cuisine wafts through the air. Heady Times sat down with Joe Comforti, General Manager/Wine Director to get a behind-the- scenes look at this successful restaurant. Joe Comforti, GM/Wine Director of Tuscan Kitchen “I came out of early semi-retirement five years ago to work with Joe Faro,” says Comforti. His business model – using the freshest and simplest ingredients while providing unmatched service – enticed me to join Tuscan Brands, which includes the restaurant, the market and the catering business. There is a respect for tradition in the preparation and presentation of food in Italian culture and we embrace that. At Tuscan Kitchen, guests experience regional, artisanal Italian cuisine without having to travel! It’s a simple approach to cooking that makes our cuisine so enjoyable,” says Comforti. Fresh pasta, homemade breads, the finest cuts of meat and locally caught fish make the vast, award- winning menu appealing to many different palates. Guests are invited to enjoy their meals in the open concept dining room, outdoor patio or in one of their four private dining areas. In addition to the delicious food menu, Tuscan offers an extensive wine in-house butchery, a plentiful wine and list and a varied beer selection that includes such favorites as Coors beer selection and a 65-seat Trattoria with Light and Harpoon as well as the Italian favorite, Peroni. When you an authentic gelato machine offering 24 think of Italian food pairing, wine may be the first thing that comes to flavors. Folks can also shop for delectable mind; however, beer can complement the flavors of Italian food just as marketplace items online. well. Italian cuisine is all about using simple, fresh ingredients that pair Tuscan Brands is a very busy and exceptionally well with crisp Italian lagers, like Peroni. successful organization, but they make Those who wish to enjoy a taste of the Tuscan Kitchen at home can shop time to support several local charities. at the Tuscan Market, which is adjacent to the restaurant. The 10,000 “Every Veteran’s Day we host and feed square-foot retail space offers artisanal breads, an Italian grocery, an 1500 Salem area veterans,” Comforti says proudly. “We go all out to honor our heroes with an amazing meal and a voucher to use at the Tuscan Market.” Also dear to their hearts is the Lazarus House which helps individuals living in poverty, regain their dignity and become self-sufficient members of the community. Each year, the Tuscan Kitchen and Market holds Toscana Fest which features traditional Italian cuisine alongside live music and bocce on the property’s picturesque tournament-worthy courts as well as autumnal favorites like pumpkin carving, hay rides, face-painting, carnival games, and more with all proceeds donated to the Lazarus House.

4 HeadyTimes v.14 www.amoskeagbeverages.com NewPRODUCTS Shiner Wicked Ram IPA Angry Orchard Stone Dry Shiner’s first IPA starts with 2-row, caramel and Angry Orchard has added a new to wheat malts which give a rich color and full their year-round lineup! Their driest cider yet, body, while Bravo, Centennial and Crystal hops Stone Dry is an American interpretation provide a balanced hop profile. Wicked Ram of the traditional English dry cider style. It is dry-hopped to capture the full essence of offers a bright apple aroma, juicy flavor and the hops. ABV: 6% Packages: 12 oz. bottles a clean, dry finish, showcasing an intricate Availability: November balance between the sweetness and acidity of culinary apples and the tannins of traditional cider making apples. The traditional apples chosen by the cider makers are European bittersweet varieties like Dabinett, Binet Rouge and Harry Masters Jersey which contribute to the high tannic character and dry finish. The result is a refreshing, slightly puckering cider. ABV: 5.5% Package: 12 oz. bottles only, draught to follow in January Availability: Now, year-round Woodchuck Cluster Chuck Guinness Rebrand The 1798 Extra Double Stout The Cluster Chuck Variety When the rest of the world Pack is getting an updated was brewing , Arthur look! The new package will Guinness made the brave feature Woodchuck Amber, and momentous decision to Gumption, Chuck’s Choice switch and focus entirely on and the current Woodchuck dark styles of beer; porters seasonal. The coolest part of the new variety pack is and . To facilitate his that it includes two peek-a-boo windows that will feature expanding export trade to the two rotating styles! the rest of the world, Arthur commissioned the first of Mike’s Hard Cranberry several large wooden storage vats at the site of the St. Passionfruit Lemonade James Gate Brewery in 1798. Replacing Mike’s Hard Cranberry It was here where the brewers Lemonade in the Mike’s Hard year- would mature their ‘Foreign round lineup is Mike’s Hard Cranberry Export Stout’ for up to 18 Passionfruit Lemonade! The new months before export overseas. flavor has a fragrant, fruity aroma with A classic recipe from the past, re-invented for today, a sweet and tangy flavor.ABV: 5% Guinness The 1798 adds a truly unique beer experience Packages: 11.2 oz. and 24 oz. bottles to your sophisticated drinking occasion. This extra Availability: Now, year-round double stout pays tribute to the original Old Vat House built in 1798. Deep and rich, this complex stout uses 100% Irish malt, some crystal malt to give a distinct Coney Island caramel and chocolate smoothness on the palate, and Hard Root Beer Draught of course, the world famous Guinness home-roasted barley. The sweetness is complemented with Challenger Coney Island Hard Root Beer, previously hops for a balanced bite. This luxurious brew is then available in cans and bottles only, is now available finished over the original French oak wood of Old Vat in draught! A new twist on an old favorite with House #1 from 1798, to bring out a uniquely subtle, hints of vanilla, licorice and birch, this root beer smoky character that is steeped in history. ABV: 9% will bring you back to the boardwalk. ABV: 5.8% Package: 25 oz. bottles only Availability: Limited Availability: Now! quantities in November

www.amoskeagbeverages.com HeadyTimes v.14 5 SeasonalSELECTIONS Blue Moon When Demand Exceeds Supply Winter Brewmaster’s Many of our craft seasonal and specialty releases are Seasonal Sampler available in limited quantities. Breweries only produce a certain amount of their specialty beers and Amoskeag Enjoy the flavors of the does all they can to get as much product as possible. In season in the Blue Moon addition, this magazine is compiled months prior to the Winter Sampler. This year’s decision made by the brewery to allocate their products variety includes: Blue to the wholesaler. Variations in production for some of Moon Belgian White these limited release offerings will fluctuate, resulting in Belgian-Style Wheat Ale, lower quantities than anticipated. If you are interested Cinnamon Horchata Ale, in something you see in this publication and it is out of Gingerbread and the stock when you place your order, please contact your new Cappuccino Oatmeal Stout. Available Amoskeag Beverages sales representative to discuss a only in the variety pack, Cappuccino Oatmeal Stout similar product. is a creamy, full-bodied stout, aged with decaf coffee and cocoa powder. The strong roasted coffee notes are balanced by the addition of Belgian dark candy Mike’s Hard Glacier Berry sugar for a subtle sweetness. Oats and rice give the beer a nice coffee-with-cream appearance and taste. This flavorful offering from Mike’s includes Availability: Now! notes of blackberry, black current, raspberry, blueberry, tart cherry and strawberry. A subtle Blue Moon berry aroma leads to a tart berry taste with a slight candy note. The finish is refreshingly Gingerbread Spiced Ale clean with a lingering hint of sweetness. Blue Moon Gingerbread Spiced Enjoy Mike’s Hard Glacier Berry with a Ale is only around for the holiday crisp salad, lightly dressed with raspberry season, so grab some while you vinaigrette or a custard dessert topped with can! With ginger, cinnamon, fresh berries. ABV: 5% Package: 11.2 oz. molasses and hints of nutmeg and bottles only Availability: Now allspice, this holiday wonder is a taste that’s right out of Mike’s Harder Mean Green Apple the oven. The notes Mike’s Harder Mean Green Apple has a of ginger in this beer refreshingly bold green apple flavor with a light pair well with dishes alcohol bite. While some other apple products like ginger chicken or take a more ‘ale-like’ approach, Mean Green ginger carrot soup, Apple delivers an appealing, tart and sweet curry chicken, goat apple flavor. Light yellow/green in color with an cheese and desserts made aroma of tart apple and some sweetness, Mean with ginger, cinnamon or chocolate. Green Apple has a Granny Smith apple flavor that ABV: 5.9% Packages: 12 oz. bottles is immediately apparent, with a finish that is clean with and draught Availability: Now! a hint of apple. ABV: 8% Package: 16 oz. cans only Availability: December Shiner Holiday Cheer Brewed with Texas peaches and pecans, this Old World- style dunkelweizen practically unwraps itself. Caramelized malts give this holiday beer a uniquely rich malt body that’s perfect for the season. ABV: 5.4% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Now!

Cans designed by graffiti artist RiskRock

6 HeadyTimes v.14 www.amoskeagbeverages.com SeasonalSELECTIONS Samuel Adams Winter Lager Samuel Adams This dark wheat beer is subtly Rebel Grapefruit IPA spiced with fresh-ground cinnamon, Rebel Grapefruit IPA is brewed with real along with ginger and orange peel for grapefruit for an added punch of citrusy a deep, smooth flavor and malty finish goodness that amplifies the tropical fruit that will warm you on a cold winter’s and citrus notes from the hops. A hint of night. ABV: 5.6% Packages: 12 oz. juiciness rounds out the bitterness and brings bottles, 12 oz. cans and draught a refreshing finish to this bold, bright, thirst- Availability: Now! quenching IPA. ABV: 6.3% Package: Draught only Samuel Adams White Christmas Availability: Now! As crisp as the first snowfall of the year, this unfiltered white ale is blended with holiday spices including cinnamon, nutmeg and orange peel. The familiar citrus and wheat characters of the ale are complemented by the warmth of the spices for a festive brew that’s Curious Traveler Jolly Traveler perfect for the season. ABV: 5.8% Jolly Traveler is a cheerful winter Package: 12 oz. bottles only beer inspired by the senses of Availability: Now! the season. A made with real orange, pomegranate Samuel Adams Merry Maker and holiday spices, this Traveler This rich, dark gingerbread stout entices with is a refreshing libation for the aromas of the holidays. The flavor of the season of festivity – jolly, gingerbread comes alive, beginning with the merry and bright. ABV: 4.4% smooth sweetness and heartiness of dark Packages: 12 oz. bottles and roasted malts and a touch of wheat. But it’s draught Availability: Now! the intensity and spices of cinnamon, clove, nutmeg and ginger that add a wicked Narragansett kick for a jolly playful brew full of Big Mamie Indestructible merry mischief. ABV: 9% Packages: 22 oz. bottles and draught Availability: Limited quantities in November The USS Massachusetts (a.k.a. Big Mamie) has the distinction of firing both the first Samuel Adams Winter Classics and last U.S. Navy shells in WWII. The Winter Classics variety pack delivers on the holiday With this proud history in mind, the flavors to complement the many different holiday citizens of Massachusetts banded together activities you have going on! Styles included in the mix in 1964 to save the battleship from being are: Boston Lager, full-flavored with a balance of scrapped by raising thousands of dollars in malty sweetness contrasted by hop spiciness and her name. Narragansett Beer helped lead a smooth finish, Winter Lager, festive and spicy with the charge for those fundraising efforts. On orange peel, ginger and fresh-ground cinnamon; Old June 12, 1965, Big Mamie made a final triumphant Fezziwig Ale, bursting with flavors of the season from return to the Fall River Waterfront. More than 500,000 traditional holiday spices to sweet toffee and caramel people lined the shores of Narragansett Bay and malt notes; Chocolate Bock, smooth, rich and dark the Taunton River to welcome their ship home. Over with a robust flavor and creamy the past half century, she has been joined by several flavor of chocolate;Holiday other vessels to form the largest collection of historic Porter, rich, dark, and roasty naval ships in the world – America’s Fleet Museum at with flaked oats and a Battleship Cove. To celebrate this accomplishment, silky finish, Sparkling Narragansett has created Big Mamie Indestructible Ale, golden and bubbly with American Pale Ale. It’s a flavorful, easy-drinking a slightly floral aroma and dry pale ale, as solid and reliable as its namesake. finish. Availability: Now! ABV: 4.4% Packages: 16 oz. cans and draught Availability: November www.amoskeagbeverages.com HeadyTimes v.14 7 SeasonalSELECTIONS Harpoon Winter Warmer Saranac Returning for its 27th year, Harpoon Winter 12 Beers of Winter Warmer continues to be a favorite winter Saranac’s winter variety pack is chock full of tradition. Harpoon brewed this latest version seasonal and year-round favorites including: of their classic winter seasonal to be the new, West End Winter IPA, Legacy more malty and robust. The characteristic IPA, 4059’ Porter and Season’s Best cinnamon and nutmeg come through in the Winter Lager. Availability: November aroma, but are subtle on the palate. This full-bodied spiced ale yields a rich chestnut color. Whether enjoying a pint with friends in a cozy pub or serving it at a large family get-together, this spiced ale adds to every winter occasion. ABV: 5.9% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Now! UFO Gingerland Cinnamon, clove and ginger combine with an unfiltered wheat beer in this deliciously Allagash Interlude spiced gingerbread-inspired beer. ABV: 5.2% First brewed in 2005, Interlude was the first wild Packages: 12 oz. bottles and draught beer ever brewed by Allagash. Two yeast strains Availability: Now! were used to create this unique Belgian-style ale. The first, a yeast, establishes the Harpoon Snowed In flavor foundations of a classic Belgian-style ale. ‘Tis the season to be Snowed In! We The second, a house strain of Brettanomyces all have fond memories of a yeast, contributes a myriad of flavors including day – the “no school” announcement pear, apricot, graham cracker, and bread on TV, the coziness of home while the crust. A portion of Interlude is aged in red snow falls and the sparkling winter wine barrels, which imparts a distinctive wonderland afterward. It’s not quite vinous, plum character and a drying, the same as an adult, but being snowed in almost tannic finish. This flavor profile today is still pretty fun. Harpoon assembled a mix of also makes Interlude a perfect holiday four great beers with snow days in mind, though they will beer. It pairs well with everything on a make any winter occasion special. The Harpoon Snowed Thanksgiving table. To commemorate In mix pack includes: Harpoon IPA, the copper-colored their first decade of brewing wild and sour ale with a medium body and a balanced hop character; beers, Allagash Brewing Company is releasing Harpoon Winter Warmer, a true holiday favorite brewed a special, limited edition 1.5L Magnums with cinnamon and nutmeg spices; UFO White, a of Interlude. ABV: 10% Packages: 25 oz. refreshing ale spiced with orange peel & coriander and bottles as well as very limited quantities UFO Gingerland, an unfiltered gingerbread-inspired ale. of commemorative 1.5L magnum bottles Let it snow! Availability: November Availability: November

Woodchuck Winter Chill Woodchuck Private Reserve Oak Aged Apple Barrel Select The chill of winter sends some running for Private Reserve Barrel Select is aged in small the mountains, while others prefer to stay batches to bring out balanced hints of bourbon over cozy in the comfort of the great indoors. a crisp apple backdrop. The cider is aged for six Whichever way you enjoy winter, this cider is months in genuine white oak Kentucky bourbon built to get you through. Aged in premium barrels. The barrels impart a copper hue on the French and traditional American oak, Winter cider as well as gentle notes of oak, vanilla and Chill brings a rich depth of apple flavor whiskey. This truly rare cider proves that patience with hints of vanilla and oak throughout. is indeed a virtue. ABV: 5.5% Package: 12 oz. ABV: 5% Package: 12 oz. bottles only bottles only Availability: Now! Availability: November

8 HeadyTimes v.14 www.amoskeagbeverages.com SeasonalSELECTIONS Sierra Nevada Celebration Ale Baxter Phantom Punch Each year, debates rage about the brewery’s choice In 1965 in Baxter’s hometown of spices for this holiday beer. In reality, the unique of Lewiston, Maine, Muhammad spiced flavors of juniper and citrus rind come from the Ali won the world heavyweight dry-hopping with a blend of fresh whole-cone hops. boxing title by knocking out Sonny Celebration Ale is also a versatile food beer, pairing Liston with a blow that some with many of the traditional holiday staples. Its full, considered a “Phantom Punch.” creamy body, and clean, moderately finish work To honor the fighters and our well to cut through the rich flavors of turkey and city’s history, Baxter has named sage stuffing, roasted honey ham, its winter stout in celebration of this event. Phantom standing rib of beef and succulent Punch is a Foreign Extra Stout. Its deep black hue and Christmas gravy. This year, Celebration rich tan head complement the full, but not overly heavy, features updated packaging and body. Roasted and toasted malts dominate the flavor, artwork that retains the familiar look with hints of caramel and strong notes of chocolate. and feel of this holiday classic, but Roasted cocoa nibs reinforce the malty chocolate, highlights the hop-forward flavor of while real vanilla beans suggest a touch of sweetness this highly anticipated beer. ABV: 6.8% without weighing down the brew. Lastly, Phantom Punch Packages: 12 oz. bottles and draught has just enough British hops to balance the stout’s Availability: Now! maltiness, but this is Baxter’s least hoppy beer to date. ABV: 6.8% Packages: 12 oz. cans and draught Sierra Nevada Snow Pack Availability: November Seasonal Sampler Bootleg Fireworks Double IPA When the winter winds begin to howl, hunker down with good people and great beer to ride out the storm. Snow The first edition of Bootleg was too good to leave Pack makes the mercury rise with a spectrum of beer it at that! For this second edition, Baxter Brewing flavors from bright, bracing hops combined Millennium, Citra, Mosaic, Sorachi Ace, to smooth, roasted Galaxy, Ella and Summer Hops. Expect a dry, but malts and rich coffee. light-bodied, big beer taste that is intentionally not This mix pack features well-balanced. This brew is unfiltered with a malt two classic ales and profile that is purposely light, leaving a booming two all-new selections: hoppy haze. ABV: 9% Packages: 16 oz. cans and Sierra Nevada draught Availability: Early January Pale Ale, Torpedo Extra IPA, Coffee Woodstock Inn Frosty Goggles Stout and Snow Wit. This red pale ale offers the smoothness of Availability: Now! an amber ale, with a hoppy citrusy nose. Perfect for after a long day on the mountain Sierra Nevada carving turns and guaranteed to warm you Harvest Wild Hop IPA: up! ABV: 5% Packages: 12 oz. cans and Neomexicanus Varietal draught Availability: November Sierra Nevada’s search for rare and exciting hop Woodstock Inn flavors led them to rogue hop heads in the American West who stumbled upon and shared Wassail Ale with them a bizarre, wild hop whose cones An English , Wassail have multiple heads. The fifth in Sierra’s five- Ale is a big, malty, red ale with bottle Harvest series features Neomexicanus, a strong malt backbone teaming a peculiar hop whose mellow citrus character with some hop assertiveness. gives way to lush notes of melon and apricot. This deliciously balanced brew This IPA caps off the brewery’s 2015 series is essential for those cold, that explored diverse hopping methods: New Hampshire nights and single hop, fresh hop, wet hop, and wild hop. holiday celebrations. ABV: 7.9% ABV: 6.5% Packages: 24 oz. bottles and draught Packages: 12 and 22 oz. Availability: November bottles Availability: November

www.amoskeagbeverages.com HeadyTimes v.14 9 SeasonalSELECTIONS Sebago Slick Nick Long Winter Ale Magic Hat Snow Roller Slick Nick is Sebago Brewing’s most popular Snow Roller Hoppy rolls in . The deep amber color is created like the winter wind. Winter calls for by the artful use of caramel and black malts. walls of white and the Snow Roller This delicious beer is best enjoyed during New begins his work. Riding in on wicked England’s freezing winter months, so warm up with winds, he dusts the naked trees and one of Maine’s best winter offerings. This robust covers the brown barren fields that ale is dedicated to the hearty souls who call gasp a bitter breath at the touch of snow. summer the “off season”. ABV: 7.2% Packages: 12 oz. No place is left free of flurry by his icy surf, cans and draught Availability: November save for those gathered together in good spirits. Bundle up and let the Snow Roller take your soul for a roll. Sebago Whistle Punk Double IPA Snow Roller rides a brisk hop wind that blows a bold bitterness across malt flavors of caramel and toasted Whistle Punk is as bitter as a one-armed biscuit. ABV: 6.2% Packages: 12 oz. bottles and lumberjack. Expect a huge hop punch and an draught Availability: Now! aromatic blast. Knock it down fresh or give it to someone who will. Big juicy American Magic Hat Winterland hops burst from this Double IPA. Whistle Punk has an abundance of tropical fruit, citrus Variety Pack and pine aroma from the great hop blend. Winterland Variety pack has ABV: 8.2% Packages: 16 oz. cans and draught everything you need during the long, Availability: Mid-December cold winter. Nothing satisfies quite like slinging back a cold one. And Cisco Winter Shredder whether you like your beer light or dark, Winter Shredder is a great apres- you can’t deny that a good brew will warm you up on a slopes, fireside chat, soul warming chilly night. So celebrate the season with one of these offering for the cooler months. delicious beers. Inside you’ll findMagic Hat #9, Snow Ginger, nutmeg and other holiday Roller, Vinyl and Winter Mingle. Availability: Now! spices join a plethora of malts to balance out this easy drinking winter Switchback Dooley’s warmer. ABV: 8.5% Package: 12 oz. bottles only Availability: November Belated Porter Switchback has put its own unique Smuttynose Winter Ale stamp on the porter style, creating a bold and full-flavored porter with a Smuttynose Winter Ale returns just in balanced smoothness to the finish for time for what looks to be a heavy duty which Switchback beers are known. A winter. This riff on a Belgian abbey unique blend of roasted malt, caramel is full of dark fruit flavors and malts and flaked barley are used to a touch of brown sugar sweetness, create the luscious malt signature, making it perfect for after skiing, and the very non-traditional use of Simcoe hops as the shoveling or during hibernation. Did we only hop variety for both bittering and aroma, is used to mention it’s spice-free? ABV: 5.8% delicately balance the overall flavor profile. The result is Packages: 12 oz. bottles and draught an eminently satisfying brew that will leave you wanting Availability: Now! another. ABV: 5.7% Packages: 22 oz. bottles and draught Availability: November Stone Xocoveza A creative take on Mexican 2015 Double Bastard Ale hot chocolate, this sweet and Double Bastard Ale is not to be wasted on the roasty milk stout is infused tentative or weak. Only the worthy are invited, with coffee, vanilla, cocoa, and then only at your own risk. An American peppers, cinnamon and nutmeg. strong ale, this is one lacerative muther ABV: 8.1% Packages: 12 oz. of an ale. ABV: 11% Packages: 22 oz. bottles and draught bottles and draught Availability: Now, in Availability: November limited quantities 10 HeadyTimes v.14 www.amoskeagbeverages.com Programs

Miller Lite Official Corporate Sponsor of the Boston Celtics When it comes to hanging championship banners, the Celtics are the cream of the crop. No organization has won more titles than the 17-time World Champion Boston Celtics. So, it’s only fitting that a champion of a beer, Miller Lite Coors Light and is an official corporate sponsor Molson: Official of this iconic NBA team. The Beer Sponsors Celtics tradition of winning championships has stood the of the 2016 test of time…cheers to the Bridgestone NHL Boston Celtics and Miller Lite a Winter Classic winning combination! The NHL announced that the 2016 Bridgestone NHL Winter Classic will feature the Bruins and Canadiens at Gillette Stadium in Foxborough, Amoskeag Beverages & BME Launch Charity Massachusetts on New Year’s Calendar Just In Time For The Holidays! Day, with official beer sponsors, Coors Light and Molson. BME (Beverage Marketing Events), Amoskeag Beverages’ promotional company, has put together a 2016 calendar featuring their amazing staff. “After more than nine decades This one-of-a-kind calendar includes beautiful photos taken at various New and over 900 regular-season or Hampshire locations. They are available for sale for $15 at Amoskeag playoff games between these Beverages (through your sales representative) and at local promotions. great rivals, the Boston Bruins All proceeds of the calendar will be donated to the Boys & Girls Club of and Montreal Canadiens will add Manchester, the NH Food Bank and the VAMC Manchester. Please support to the legend of their competition these local charities by purchasing a calendar – they make great holiday gifts! in a unique way,” National Hockey League Commissioner Gary Bettman said. “We couldn’t be happier that our third Bridgestone NHL Winter Classic between the ‘Original Six’ teams will take place at Gillette Stadium, home of the Super Bowl champion New England Patriots.”

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Spread The Cheers with the Coors Family of Brands This November and December, the Coors family of brands is the way to bring refreshment to holiday occasions. New this year, Coors is offering consumers a chance to order a Coors bier mug when they purchase two Coors family 12-packs. The bier mug pays homage to the brewery with a beautiful Rocky Mountain winter scene. On-premise, Coors will provide consumers with a keyword that they can send via text to receive a virtual mistletoe meme instantly on their phones.

Celebrate the Holidays with Blue Moon Adding a new twist to the holiday season, Blue Moon will inspire consumers to bring something unique to their holiday table – a twist on familiar recipes featuring Blue Moon ingredients and flavors. The brewery has partnered with McCormick Gourmet to encourage people to bring something unexpected to the table and pair it with a Blue Moon beer via a digital recipe hub on the Blue Moon website. On-premise, Blue Moon’s ‘Paint the Ornament’ promotion will give consumers the opportunity to customize their own ornaments, filled and scented with ingredients from Blue Moon.

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Make Your Tradition Especial In 2015, Modelo Especial will celebrate the holidays with a new, refreshed suite of POS materials that are sure to connect with consumers, driving awareness, generating trial and purchase. “Make Your Tradition Especial” reflects on the holiday season as a time to celebrate with family and friends – to honor old traditions and make new ones. With its premium quality packaging and gold foil, Modelo Especial is the perfect touch for celebrating what really matters this holiday season.

Corona Feliz Navidad In 2015, 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 recruit new consumers (friends and family alike) to embrace, share and celebrate the carefree spirit of the holidays with Corona. Corona will also be running an Oh Tannen “palm” television commercial leading into Thanksgiving and Christmas for the 17th year in a row, with over 75 million targeted impressions across English and Spanish language TV.

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12th Annual Harpoon Helps Spread Holiday Cheer! Treat Yourself to a Harpoon Apple Pie! This December, Harpoon’s Looking for a unique offering to bring to community service program, your next holiday gathering? Bring Harpoon Helps, will be a Harpoon Apple Pie! It’s easy, spreading holiday cheer delicious, and the best part – throughout the East Coast no baking is necessary! Just with the 12th Annual Harpoon add ½ bottle of Harpoon’s Helps Spread Holiday Cheer all-natural Hard Cider to ½ event. Approximately 600 bottle of Harpoon’s seasonal volunteers (a.k.a. “Harpoon favorite, Winter Warmer in a Helpers”) will adorn 42 glass and enjoy. Harpoon Cider shelters, soup kitchens, is made from a blend of apples and play spaces in cities and Harpoon’s proprietary yeast – no with holiday decorations: sweeteners, sugars or preservatives – pure and natural. Mixed with Christmas trees, lights, the cinnamon and nutmeg-spiced flavor of Harpoon Winter Warmer, strands of garland, and the Harpoon Apple Pie is a unique holiday treat. wreaths. Harpoon Helps volunteers will decorate locations in Manchester!

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Samuel Adams Ugly Sweater Run: December 12th in Boston Rummage up the ugliest sweaters you can find and celebrate the holidays by participating in the best 5k of the year! On Saturday December 12th join thousands of runners and walkers from around the nation at Suffolk Downs, 525 McClellan Highway in East Boston. If you’ve never run a 5k (approximately 3.1 miles), this is a great way to burn some calories before receiving hot chocolate and a choice of Sam Adam’s Winter Lager, Boston Lager or Angry Orchard Hard Cider. The starting line will have huge inflatables, photo stations and awesome holiday music. Once you’re on the course, you’ll find holiday-themed stations at every mile. You can ditch that Gatorade because you’ll be able to replenish those electrolytes at the good ol’ fashioned hot chocolate station. This holiday 5k has everything your five-year old self would want with a few perks of adulthood. After the race, celebrate with a Sam Adams beer and other holiday goodies. Awards for best real mustache, best fake mustache, best beard, worst sweater and best sweater will follow the race. Samuel Adams has partnered with Save the Children at this fundraising event. Join in the fun on Saturday, December 12th at 8:30 AM! Register online at theuglysweaterrun.com/locations/boston-massachusetts

Pass It Forward with Labatt Labatt wants to change the game for the better. That’s why they’ve created the Pass It Forward initiative, dedicated to providing access to hockey for everyone. This year, Labatt is raising awareness and funding to expand USA Hockey’s Sled Hockey program, helping disabled athletes get back on the ice and back in the game. Limited edition Labatt Sled Hockey cans celebrate sled hockey and the amazing athletes who play it. The goal is to grow the sport’s presence, encourage consumers to find out more about Pass It Forward, and give them the opportunity to celebrate the sport and spread awareness with a simple purchase.

www.amoskeagbeverages.com HeadyTimes v.14 15 RetailEDGE Don’t Forget About the Baby Boomers! By George Latella

In the last issue we discussed Millennials as an example of how we segment consumers based on age and how they impact the alcoholic beverage industry. Much of the marketer’s attention over the past 10 years has been around Millennials, and those of us in the Baby Boomer generation are feeling slighted, as we had been the focus of marketers for the past 25 years. I guess what goes around comes around! a local bar/restaurant. Either way, you have people of However, as I thought more about this I realized that different ages coming together and alcohol is usually an many of the Boomers are the parents of Millennials. We important part of the gathering. are responsible for what is going on today and continue So what does this mean for you and your business? to influence their behavior, especially if they are still living with us in their 20s and sometimes 30s! You need to understand how your Baby Boomer customers think about your business and how they can influence the While I am from Philly, I have spent every summer of my behavior of the other groups. This could be as simple as life at a place I refer to as the “real” Jersey shore. (Home talking and listening to them directly or hiring someone to base was North Wildwood, but I spent significant time conduct some basic market research for you. Then, adjust in areas from Cape May to Atlantic City). This summer your marketing strategy based on your findings. I paid particular attention to the behavior of people on the beach, at their hotel/condo, and at the local Whether you are an on or off-premise establishment, you establishments I frequented. need to make sure that you understand this group of consumers and build your products, merchandising, and What I realized was that regardless of where or what your marketing programs around how they live. It will positively “beach” is, the summer is a time when it is acceptable for impact your bottom line! people from all age groups to enjoy a beverage together. The “best” times for this were on the beach, during happy hour, and from about 6pm-10pm when most of the boomers left the bars. As you might expect, the bars that know their customer base adjusted their food, beverage, and entertainment choices based on the time of day. This led me to think about other “acceptable” situations for Millennials to hang out with the Boomers. Well, it’s now football season, and I’ve discovered similar behavior at sports bars where you are there to watch “your” team. This holds true for most college and professional sporting events, although our national football league has the largest following. The holidays are another time when it’s “acceptable” to enjoy your favorite beverage with your family or co-workers. Maybe this is at someone’s house, or at

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.14 www.amoskeagbeverages.com The BeerGUY Let Them Eat Fruit Cake… Made With a Little Beer! With the holidays just around the corner, we thought you’d enjoy a time-honored holiday treat, enhanced with craft beer! It’s time to get into the kitchen, pour yourself a beer and get busy simmering and whisking to create this delicious dessert. Accept the recipe as our holiday gift to you. Cheers to craft beer, and more craft beer in the kitchen!

Beer-soaked Fruit Cake With Bourbon Barrel-Aged Arrogant Bastard Ale Whiskey Sauce Yields: 4 large cakes or 16 miniature cakes 4¾ cups granulated sugar 4 cups all-purpose flour, sifted 2¾ cups Stochasticity Project Quadrotriticale 2 tsp. baking powder (or Belgian-style strong/holiday ale to substitute) ¼ tsp. salt juice and zest of 1 navel orange ¼ tsp. ground cinnamon ¼ lb. dried apricots, chopped ¼ tsp. freshly grated nutmeg ¼ lb. dried cherries 1 cup almonds, slivered ¼ lb. dried cranberries 1 cup pecans, chopped ¼ lb. raisins (or currants to substitute) 1 cup walnuts, chopped 1 lb. unsalted butter, softened ¼ cup Bourbon Barrel-Aged Arrogant Bastard Ale 4 oz. almond paste (or bourbon whiskey to substitute) 8 large eggs 3 cups heavy cream ½ cup Grand Marnier (Cointreau or other orange- 6 Tbsp. cornstarch flavored liqueur to substitute)

Whisk 2 cups of the sugar into cup at a time. Mix until all of 2 cups of the Stochasticity the ingredients are completely Project Quadrotriticale in a incorporated, scraping down saucepan over medium-high the bowl as necessary. Fold in heat. Whisk in the orange juice the fruit and nuts, then transfer and zest and bring the mixture equal parts of the batter into 4 to a boil. Reduce heat to low greased standard loaf pans or and simmer for 5 minutes. 16 miniature-sized loaf molds. Remove from heat. Place the Place the pans in the oven and apricots, cherries, cranberries bake for 45 minutes or until and raisins in a bowl and golden brown and fully cooked cover with the hot beer syrup through. Remove from oven mixture. Let steep for 10 and transfer to racks to cool. minutes. Drain the liquid from If serving fresh, whisk the the fruit and reserve. Bourbon Barrel-Aged Arrogant Preheat oven to 350º F. Bastard Ale and the remaining sugar into 2½ cups of the Place the butter, almond paste heavy cream. Transfer the and 2 cups of the sugar in the mixture to a saucepan over medium heat and whisk until bowl of an electric mixer fitted with a paddle attachment. the sugar has fully dissolved. In a separate bowl, whisk the Cream the ingredients together, scraping down the sides cornstarch and remaining cream together until they are of the bowl with a spatula. Add ¼ cup each of the fully incorporated. When the cream and beer mixture reach Stochasticity Project Quadrotriticale and Grand Marnier a scald (when bubbles begin to form around the edges of and mix until fully incorporated. Add the eggs, 1 at a time, the saucepan), whisk in the cornstarch slurry and cook the until they are completely incorporated, scraping down mixture, whisking constantly, until it thickens to a sauce the bowl as necessary. Combine the flour, baking powder, consistency, 3 to 4 minutes. Remove from the heat and salt, cinnamon and nutmeg and add to the batter, 1 a serve warm. Recipe courtesy of Brandon Hernández, Beer-and-Food Journalist, Author & Senior Communications Specialist for Stone Brewing Co., based on a recipe created by Emeril Lagasse.

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Celebrate the Season with the Manchester Monarchs The Manchester Monarchs kicked off the season on October 16th with a big win against the Brampton Beasts, and the Verizon Wireless Arena was rockin’! This was the first game for East Coast Hockey League affiliate of the Kings, the Ontario Reign, which came to Manchester, replacing the Los Angeles Kings AHL franchise that moved to California. Here’s what one season ticket holder had to say about the move from AHL hockey to ECHL hockey… What do you expect from this year’s ECHL team versus the AHL team? “I’m looking for more, good hockey this year. The ECHL is obviously a top-flight league, and to be honest, I don’t think there is going to be any type of drop-off of hockey from what we saw last year. The team looks good and the guys have lots of speed. I think they are going to be a hard working bunch and Rich Seeley is going to be a great coach. He was an awesome player when he played here, and the same thing goes for (Assistant Coach Jeff) Giuliano. They are going to work the boys hard, and I think the fans are really going to enjoy what they see.” What would you say to fans who are luke warm about the ECHL version of the team? “It’s going to be a great league. The ECHL has come a long way from what it used to be. The level of hockey is phenomenal and I really think people need to give it a chance. Sure, it’s not the AHL, but it’s a really good league and the guys are going to be working really hard to advance their careers. We’re going to see really good men’s cancers. December brings a Toys For Tots Drive hockey, and it makes for a great night out too.” on New Year’s Eve where fans can ring in the New Year The Manchester Monarchs offer exciting professional ice with the Manchester Monarchs and a spectacular indoor hockey action and family entertainment at affordable fireworks display. prices. Their charitable actions don’t go unnoticed in The Verizon Wireless Arena, home of the Manchester the community either. Upcoming events include Mullets Monarchs boasts a bevy of food and drink options, in Movember on November 14th, where fans grab their including an assortment of thirst quenching Amoskeag mullet wigs at the door. In partnership with Norris Cotton products. So if you’re looking for a great night of fun… Cancer Center, this event helps to raise awareness for check out a Manchester Monarchs game!