The Return of Boston Beer

Summer 2018 | V.24 ORIGLIO BEVERAGE – READING

THE RETURN OF BOSTON BEER

Delivering Excellence Seasonals Rethinking Retail New Products Programs FLYING FISH BREWING CO. | SUMMER SELECTIONS | CHANGING THE DEFINITION OF BEER WHOLESALER Letter toTHE TRADE Oh, the Places You’ll Drink. In This UMMER IS A THIRSTY SEASON, ONE FOR WHICH BEER IS tailor-made. Delicious and refreshing, beer is a great way ISSUE Sto unwind after (or during) a long, hot day. Even better, the finest brews rarely set anyone back more than a few bucks, unlike many cocktails. From wheat and fruit beers to summer Delivering the ales, brisk lagers, shandies, shrubs and much more… the possibilities are seemingly endless. Taste of Excellence ��1 So what exactly is summer beer? “The idea of brewing beers to match the seasons actually dates back centuries,” Cover Story ��2 says Samuel Adams brewer Jennifer Glanville. “Brewers used the freshest ingredients on hand, from fruits to herbs and spices, which reflected the flavor of the season.” Brewer Highlight ��4 Beyond the obvious flavors, today’s summer beers can be anything from a pilsner (Yuengling Golden Pilsner) to a kölsch (Straub Tight Lines) to a Wise Guys Beer Depot ��5 farmhouse IPA (Evil Genius Shut Up, Meg!).

T.J. Rockwell’s ��6 Drinkers want something “summery”. New Products ��7

For years, the most famous American summer beer was Samuel Adams �� Summer Ale. First released in 1996, it’s a wonderful, light, wheat ale. As with Seasonal Selections 11 so many products from Boston Beer, it was revolutionary and a topic we explore in our cover story “The Return of Boston Beer Would Make Namesake Sam Programs �� 15 Adams Proud”. Instead of just simulating citrus flavors via hops and grains, the company’s recipe called for actual lemon peel and grains of paradise, ushering in a new era. Rethinking Retail �� 21 By the early 2000s, most breweries made a summer beer, and like Sam Summer, most added citrus (or citrus flavors) to them. “I think any beer you could happily be drinking at a BBQ, outside, with friends would qualify,” says Ed Friedland, Craft & Specialty Brand Manager at Origlio. “It has to have enough flavor so you can enjoy it cold; bitter enough to be refreshing, but not too dry; something with a hint of sourness can be nice, too.” He paused, then laughed. “I’m not sure ‘summer beer’ is a real category. But who cares?” Clearly, drinkers want something “summery”. I take that to be something sessionable and refreshing, but ultimately what constitutes a summer beer is totally up for interpretation. It’s less a distinct style and more a feeling of what makes you happy when the hot sun is on your face and the sand is tickling your toes. In that spirit, this edition of Heady Times offers countless possibilities, whether the word “summer” appears on the label or not. As ever, I thank you for your patronage and wish you every success.

Sincerely, ®

Heady Times is published five times a year, courtesy Dominic Origlio of Origlio Beverage. President DeliveringTHE TASTE OF EXCELLENCE Find Out More About Origlio – Reading’s Employees Steve Gimber Service Manager How long have you been with Origlio Beverage – Reading? 7 years. What positions have you held in the company? I started at our old building in Lancaster as a part-time picker. After that, I took a 3rd shift position working in the warehouse, and then went into a merchandising and sales position. Then I moved back to operations as the 2nd shift supervisor, and lastly, I’ve spent the last 15 months as the Service Manager here at Origlio Reading. What does your current job entail? My current role as Service Manager has me working with our Delivery Service Representatives and What do you like to do when you’re not the delivery aspect of our operation. working? I like being active. I particularly enjoy golf in the summer and skiing in the What does it take to make sure your department runs smoothly on winter. a day-to-day basis? Communication is key. Clear communication with our DSRs is necessary to best serve the customers, meet expectations If you could be anywhere in the world and operate efficiently. I also spend a lot of time communicating drinking any beer, where would you be between departments and with our customers, so everyone is on the and what would you be drinking? I would same page. say on a beach or a boat, surrounded by clear water & palm trees, with a Dogfish What is the best thing about your job? The best thing about my Head SeaQuench Ale in hand. job is working with the people here at Origlio. I have met and enjoyed working with a lot of great people and I’ve built good relationships with customers throughout my time here. Every day is different, and it’s a fun environment to be a part of. Melissa Guido Accounting How long have you been with Origlio Beverage – Reading? It will be 15 years this November. What positions have you held in the company? I started working in inventory control in 2003 and took on accounting responsibilities in 2005. I now strictly work in accounting/finance. What does your current job entail? I work with breweries on billing What do you like to do when you’re not issues, handle accounts payable & receivable for Reading, bill back working? I enjoy relaxing at home with to suppliers for tactical spend and reconcile invoices that come back my boyfriend and our three dogs (although from deliveries. relaxing might be stretching it) and sitting What is the best thing about your job? I like the fact that every outside when the weather is nice, enjoying day is different; every day presents a new challenge. My job requires our waterfall and firepit. We are also taking me to work with every department, and I like that I am able to work in on boating this summer, so that will be a that capacity. new experience!

www.origlio.com HeadyTimes v.24 1 CoverSTORY The Return of Boston Beer Would Make Namesake Sam Adams Proud The company that introduced America to craft beer is back on top, thanks to some revolutionary ideas. OU CAN’T EXPECT TO BE AT THE CENTER OF THE AMERICAN fermented fruit.” After beer scene for over three decades without hitting a few speed experimenting with Y bumps. With depletions and shipments both down double-digits small batches at the in 2017, Boston Beer, the maker of Sam Adams and Twisted Tea, Angry Orchard Cidery has come roaring back thanks to key innovations that have delighted in New York’s Hudson consumers. This past April, Boston River Valley, Burk Beer’s earnings for the first quarter of and company finally 2018 showed a dramatic turnaround. found that perfect This company, regarded by many as balance, one that has the catalyst for the American craft really resonated with beer revolution, has posted double- cider fans. “We’re digit revenue and shipment growth – very happy with the topping 15%. reception that [Angry Orchard] Rosé has had What has driven this feverish growth? with our drinkers and In one word: innovation. Boston Beer’s this early excitement mission has always been to bring Sam Adams brewer Jennifer Glanville is a testament to all the finest example of any product to the hard work that went into developing consumers across the country, like the this recipe.” sessionable and refreshing Sam ’76 and Sam Adams New England IPA, the company’s take on the hottest, Sam ’76 was the result of similar, outside- hazy IPA style. Then there are Angry Orchard ciders and all the new, hard the-box thinking, that ultimately paid off. seltzers & flavored malt beverages (FMBs) from Truly and Twisted Tea. “Our goal was to create something that hadn’t been done before,” says Samuel The stars have all aligned and Boston Beer’s Adams brewer Jennifer Glanville. “We innovative portfolio appeals to a variety of legal age wanted to create something incredibly consumers – not just beer drinkers, so the upside for flavorful and aromatic, yet completely growth is huge. refreshing; a beer that really combines the Angry Orchard’s big bet for 2018, its new Rosé Cider, best of both [lager and ale] worlds.” After is the number one innovative product in the malt- experimenting for more than a year and based beverage space, a category that includes beer testing over 60 iterations, Glanville and her as well as ciders and FMBs. The number two product team created Sam ’76. innovation? That would be Sam ’76, Sam Adam’s new Risk taking, in the name of striking gold ale/lager hybrid that was introduced earlier with a new style or product launch, is in this year. Sam Adams has also entered Boston Beer’s DNA. And it is what has the white-hot, hazy IPA category with their led to their recent success. “We’re always New England IPA, a medium-bodied, looking for ways to innovate and dream up unfiltered beer featuring a big punch of the next beer or beer style, like we did with citrus juiciness. Sam ’76,” Glanville says. “It’s what drives All three releases, which many thought us and keeps our skills sharp.” were risky moves, have resonated But it’s not only Sam and Angry Orchard’s with consumers, especially younger innovative streak that is leading the charge demographics. “Angry Orchard Rosé for Boston Beer. Both Twisted Tea and Truly Cider is a great example of how beverage Spiked & Sparkling are industry leaders, trends in one category can inspire whose products command consistent innovation in other spaces,” says Angry consumer pull. Truly in particular has tapped Orchard’s Head Cider Maker Ryan Burk. into a brand-new market: health-conscious “We were inspired by the light and fruit- millennials. “Drinkers are looking for forward elements of rosé wine, which, beverages that taste great and naturally fit in like cider, is derived from harvested and Ryan Burk, Head Cider Maker for Angry Orchard with a healthy lifestyle,” says Casey O’Neill of Boston Beer’s Innovation Team. 2 HeadyTimes v.24 www.origlio.com CoverSTORY The Name of Boston Beer’s Game is Innovation New Releases Have Led the Way for BBC’s Growth.

Angry Orchard Rosé This year’s most innovative product, Angry Orchard Rosé Cider is made from rare, red-fleshed apples imported from France. Currently available in 12 oz. bottles and draught, Angry Orchard Rosé will also be available in 12 and 16 oz. cans this summer.

O’Neill has seen a distinct shift in younger drinkers’ preferences. In years past, many sought out craft beers with high alcohol content and intense flavor. But O’Neill says, “[Millennials] are looking for natural, Sam ’76 refreshing options, not too heavy on Samuel Adam’s ale/lager hybrid is as calories, carbohydrates or sugar. That’s right revolutionary as the patriotic brewer where Truly lives.” himself. Sam ’76 showcases the slight And don’t sleep on Twisted Tea! As a brand, fruitiness of an ale with the balanced Twisted still holds the mantel as one of the drinkability of a lager. most reliable FMB brands when it comes to consistent growth. After a few turbulent years, Boston Beer has bounced back in some amazing ways. By placing their bets on innovation, Samuel Adams New England IPA Boston Beer is once again riding high. “Experimentation, pushing the limits and Hazy IPA is the trendy style that beer improving the drinkers’ experience is at the geeks are known to line up for. Samuel core of everything we do,” says Glanville. Adams’ interpretation, developed in their But the company has another significant Boston nano brewery, is a stellar example. accomplishment, one that is never really discussed. By virtue of their expansive, nationwide distribution network, Boston Beer has effectively democratized the availability of reasonably priced, best-in- class products. Glanville explains, “Whether it’s a new product or package, every Truly Cans decision is made with the drinker in mind.” These refreshing hard seltzers are now exclusively sold in cans. This portable package highlights Truly’s natural flavors and low-calorie content, perfect for those with active lifestyles.

www.origlio.com HeadyTimes v.24 3 BrewerHIGHLIGHT Flying Fish Embraces Community & Innovation in its 22nd Year OT MANY BREWERIES CAN SAY THEY HAD A FOLLOWING BEFORE a single drop of beer was brewed… but Flying Fish can. In 1996, Nbefore founder Gene Muller had even secured a location, he began marketing the brewery on the internet, which was revolutionary at the time. Local beer enthusiasts helped shape the styles and name the beers he would brew before they became reality. Over the years, Flying Fish has strengthened its ties to the community through donations to local nonprofits, partnerships with various agencies like the New Jersey Conservation Foundation and even through its beers. Their Exit Series of beers, an idea that originated while Muller was stuck in traffic on the New Jersey Turnpike, celebrates the characteristics of different exits on the state-long artery. Since moving brewery operations from Cherry Hill, to a state-of-the-art facility in Somerdale in 2012, Flying Fish has been brewing at triple its original capacity and currently is the largest and most awarded brewery in New Jersey. Here are 10 things you should know about Flying Fish Brewing Company and its diverse portfolio of beers: 1. Founder Gene Muller trained at America’s oldest brewing school, Chicago’s Siebel Institute of Technology. 2. Volans, short for Piscis Volans, which means Flying Fish, is a constellation in the Southern Hemisphere, representing exploration and adventure. Gene wanted his following to explore new tastes rather Flying Fish Brewing Co. Founder Gene Muller (left) and President than what was just popular at the time, so a Flying Fish represented Lou Romano people who were willing to “drink outside their usual pond”. 3. The Flying Fish logo was a literal “one-off” sketch done by famous designer Woody Pirtle and is still used on all brewery marks today. 8. Two new brands, Outside IPA and Onshore Lager, will be the first core- 4. Sustainability has always been a part of the Flying Fish culture; 463 priced, year‑round brand introductions solar panels provide a significant source of the brewery’s electricity, in seven years, and will be available in steam is recaptured to save water in the brewing process, and even a 6-pack cans and draught. portion of the rainwater is recaptured in rain gardens on the property to help ease erosion from runoff. 9. There are 13 “sparks and stars” on the Outside IPA label, and 13 seagulls on 5. Flying Fish is committed to supporting local nonprofit organizations; the Onshore Lager label, which represent each year the brewery donates more than $100,000 in goods, the 13 Flying Fish employees in brewing services and merchandise. and production. 6. The name of the flagship, Hopfish, was originally spelled “Hop Phish” 10. Somerdale, NJ is the home of Flying as an homage to the city and the band. However, the band kindly Fish, which is only twelve miles outside asked Flying Fish to drop the spelling, and Gene complied. of Center City Philadelphia! It’s a short 7. Flying Fish beers have won 10 medals at the Great American Beer drive across the bridges, and a great Fest over the last 22 years, the most of any New Jersey brewery. taproom to visit.

4 HeadyTimes v.24 www.origlio.com Off-PremiseSPOTLIGHT Wise Guys Beer Depot When Beer is the Wise Choice ISE GUYS BEER DEPOT IS ON A MISSION to change the way people buy beer. Owner W Joe Torok has combined his business expertise with manager Kenny Godbolt’s beer industry knowledge to transform their stores into a shopping experience consumers look forward to. Whatever they’re doing seems to be working. With plans to open a 3rd store after just a year and a half in the business, Wise Guys Beer Depot is on fire. From left to right: Justin Torok, Brittani Torok, Jodi Torok, Joe Torok and Brandon Fehnel. Photo Heady Times (HT): You’re relatively new to the courtesy of JTorok Photography. industry; how did you learn the ins and outs of the beer business? Joe Torok (JT): When I first purchased the store, the previous owner stayed for a while and helped me learn some of the basics. My friend Kenny also had a lot of experience working in the beer industry and he came on board. He’s the backbone of this place. HT: You recently opened your second location. What made you want to open another store and why did you choose Bath? JT: Opportunity. Being a businessman, when opportunity is there, I take it. There are no other distributors or grocery stores in the area that I have to compete with, which is why I chose that Joe Torok in front of the Wise Guys Beer Depot float in the One Love in the Valley parade. specific location. HT: What makes your store uniquely shoppable? JT: There are three main things I rely on to make my store the best it can be: sight, smell and sound. We have colorful, organized displays and a nice flat screen tv. It smells clean in here, not like a typical distributor or warehouse. And we always have the radio playing and sometimes I catch customers singing along as they shop around. Aside from that we offer old-fashioned customer service. We have lollipops for kids, carry beer to customers’ cars and get to know people by name. HT: How do you get involved with the local community? JT: At this location, we sponsor Joseph Adorno, a professional boxer from Allentown and at the Bath location, we sponsor a women’s softball team. We also participated in the One Love in the Valley event last year. We had a float in the parade. The purpose of the event was to raise money for scholarships and bring all ethnicities in the Lehigh Valley together. HT: How has Origlio helped you be successful? JT: Origlio.com is great; it’s very user-friendly. I place my orders online and they have always been delivered correctly. My sales reps are also top-notch.

WiseGuysBeerPa.com • 209 W Union St., Allentown • 610-351-3800

www.origlio.com HeadyTimes v.24 5 On-PremiseSPOTLIGHT T.J. Rockwell’s As American as a Norman Rockwell Painting ITUATED ON A QUIET NEIGHBORHOOD STREET IN ELIZABETHTOWN, T.J. Rockwell’s is the quintessential American bar and grill. A Sspacious indoor dining area and sprawling back deck have served loyal patrons from Central Pennsylvania for over two decades. Heady Times sat down with Jeanine Heckman, bar manager and wife of co-owner Steve Heckman, to learn all about this local haunt. Heady Times (HT): Can you tell us about the history of T.J. Rockwell’s?

JH: T.J. Rockwell’s was started by brothers Steve and Jeff Heckman 21 The deck at T.J. Rockwell’s has its own bar, kitchen and crab shack. years ago. They both are from the area and had restaurant experience. When they were getting married and starting families, they decided to start their own business. They wanted a restaurant for families that would fit well in the community, with a menu full of great American food, hence the name. We also have a second location, in Mechanicsburg, which has been open for 11 years. HT: How would you describe the atmosphere here? JH: It’s a casual dining bar and grill – a friendly neighborhood establishment with lots of regulars. Being that we are in central PA, we have a lot of Philadelphia, Pittsburgh and Penn State sports fans. Game days are big for us. HT: What is your beer selection like? When the weather is nice, the retractable windows in the dining room can be opened. JH: We have 18 taps and most of the beer we serve is on draught, but we also carry a selection of bottles. On tap, we have the usual domestics and rotating seasonals, but also a nice variety of IPAs. IPAs are very hot for us right now. We’ve seen a lot of our customers branching out and trying craft beer. We also make our own shandy with Blue Moon & homemade lemonade and we offer handcrafted crushes served in mason jars. HT: Do you serve any dishes unique to T.J. Rockwell’s? JH: Our rhino fries. They’re fries with melted cheese, bacon and homemade ranch. The rhino is sort of our unofficial mascot. In the 90s (when we opened), every company had a mascot. I think it caught on because our portions are big – you’ll never go home hungry. HT: The outside deck here is huge. What’s it like in the summer? JH: Busy! The weekends are crazy when the weather is nice. The deck has its own crab shack, a bar that looks like a boat and a separate kitchen; it’s one of the biggest decks in Lancaster County. On Sundays, we have seafood specials in the afternoon. We have dedicated clientele who always come back in the summer to sit on the deck. It’s a great atmosphere and it feels like a little bit of the tropics out there. HT: How has Origlio helped you be successful? JH: Origlio has been great to work with! They have been very generous with items like umbrellas for the deck, and anything else we need. Our sales rep Curtis has also been helping all of us learn more about beer.

TJRockwells.com • 800 Mt. Gretna Rd., Elizabethtown • 717-367-5544

6 HeadyTimes v.24 www.origlio.com NewPRODUCTS BrewDog BrewDog Punk IPA Since 2007, BrewDog has This trans-Atlantic fusion IPA is light golden in been on a mission to color, with tropical fruits and light caramel on make other people as the nose. The palate soon becomes assertive passionate about great and resinous with the New Zealand hops craft beer as they are. balanced by the biscuit malt. The finish is From the Headliner aggressive and dry with the hops emerging over series, which includes the warming alcohol. This fresh, full-flavored, bold, uncompromising natural beer is a tribute to the classic IPAs of yester-year. pack leaders like their The postmodern twist is the addition of amazing, fruity flagship Punk IPA, to the hops giving an explosion of tropical fruit flavors and a Amplified range (beer, but sharp, bitter finish. ABV: 5.6% Package: 12 oz. cans turned up to 11), only Availability: Now, year‑round in Lancaster, Berks, BrewDog creates beer Lehigh and Northampton Counties that blows people’s minds and has kick- Redd’s Wicked Lemonade started a revolution. Redd’s Wicked Lemonade is the new Cofounders James Watt and Martin Dickie shook official flavor of pre-parties this summer. up the business world in 2010 with the launch of With lemon up front and sweet-sour hints, the pioneering, crowd-funding initiative Equity for this flavorful ale starts strong and finishes Punks, which has raised £40m (over $55 million) smooth, offering wicked-good refreshment. since 2009. The funds, and the army of punk ABV: 8% Packages: 16 and 24 oz. cans shareholders (56,000) enabled the Scottish craft Availability: Year‑round, beginning brewery to scale up without selling out. in July in Lancaster, With almost 50 global bar launches, export into Berks, Lehigh and 60 countries and a brewery in Ohio, BrewDog Northampton Counties continues to take the craft beer revolution stratospheric, while continuing to push the boundaries, invest in people, put the beer first and Angry Orchard Rosé Cans champion other small breweries in its venues. The cider declared as “your go-to summer BrewDog Hazy Jane drink” will soon be available in 12 and 16 oz. cans, providing the portability and versatility Hazy Jane is a Vermont-style IPA with low rosé wine drinkers are looking for. Already background bitterness, loaded with intense, available in 12 oz. bottles and draught, juicy fruit character. With pineapple, stone Angry Orchard Rosé uses a combination of fruit, mango, light resin and hints of lime hibiscus and fresh juice from rare, red-fleshed peel – this juicy IPA is low in bitterness apples sourced in France. This cider has a and smooth, enhancing the soft, ripe fruit floral aroma, is apple-forward in taste and flavors. ABV: 7.2% Packages: 12 oz. complemented by refreshingly light tannins, similar to cans and draught Availability: Now, semi-dry wine. ABV: 5.5% Packages: 12 and 16 oz. year‑round in Lancaster, Berks, Lehigh cans Availability: Year‑round, beginning in June in and Northampton Counties Berks, Lehigh and Northampton Counties BrewDog Elvis Juice Fuzzy Traveler Peach Shandy An American IPA with a bitter edge that will push your citrus tolerance to the brink Fuzzy Traveler is a juicy wheat beer made and back, Elvis Juice is loaded with tart, with real peach and a kiss of honey. pithy grapefruit peel. This IPA has a caramel malt base, It delivers everything you love about a supporting a full frontal citrus overload – grapefruit shandy, with the perfect pop of peach peel piled on top of intense U.S. aroma hops. Waves flavor. Well isn’t that just peachy!? of crashing pine, orange and grapefruit round out this ABV: 4.4% Packages: 12 oz. cans citrus infused IPA. ABV: 6.5% Packages: 12 oz. cans and draught Availability: Year‑round, and draught Availability: Now, year‑round in Lancaster, beginning in July in Lancaster, Berks, Lehigh and Berks, Lehigh and Northampton Counties Northampton Counties www.origlio.com HeadyTimes v.24 7 NewPRODUCTS Svedka Spiked Premium Seltzer Sniki-Tiki Beginning in May, retailers will have Introducing a new line of Tiki a new offering to capture high-end cocktail-inspired malt beverages consumers seeking more premium to compete in the high growth, and sophisticated choices thanks to bold ABV PAB (Progressive Adult the introduction of Svedka Spiked Beverage) segment. Sniki-Tiki is Premium Seltzer. Sparkling waters available in two popular Tiki-inspired continue to gain momentum as cocktail flavors, Killer Punch & health and wellness behaviors Scorpion. Killer Punch packs a have only strengthened in 2018, flavorful blast of pineapple and coconut, with a hint of and hard seltzers are viewed as a nutmeg. Scorpion features a refreshing sting of orange more permissible option for that lifestyle. At just 100 and pineapple. ABV: 9.9% Package: 16 oz. cans only calories and offered in sophisticated flavors, Strawberry Availability: Year‑round, beginning in July in Lancaster Elderflower and Tangerine Hibiscus, Svedka Spiked and Berks Counties Premium Seltzer is just what those consumers are looking for. ABV: 4.5% Package: 12 oz. cans only Seagram’s Escapes Spiked Availability: Now, year‑round in Lancaster, Berks, Lehigh and Northampton Counties Tropical Pineapple Sunset Ignite the night with a tropical blend of sweet Svedka Spiked Premium Seltzer pineapple, exotic passion fruit and a burst of Variety Pack orange! ABV: 8% Package: 23.5 oz. cans only Availability: Year‑round, beginning in July in Get three Svedka Spiked Premium Lancaster and Berks Counties Seltzer flavors – Strawberry Elderflower, Tangerine Hibiscus and Cucumber Basil (exclusive White Claw Black Cherry to the variety pack) – in one 2/12 Pack Cans convenient 2/12 pack can variety! The #1 flavor in the White Availability: Now, year‑round Claw portfolio is now in Lancaster, Berks, Lehigh and available in a 12-pack! Northampton Counties White Claw Black Cherry Hard Seltzer has an Strongbow Original Dry unmistakable cherry aroma, 16.9 oz. Cans which leads to an incredibly refreshing, dry hard seltzer. Crisp and clean, a fresh, This summer, Strongbow is reintroducing juicy, black cherry taste shines through the clean Original Dry to the U.S. in 16.9 oz. cans, which seltzer base with just the right amount of carbonation. will replace 14.9 oz. Gold Apple cans. Original ABV: 4% Availability: Year‑round, beginning in May in Dry is a dry cider with a crisp, less sweet taste. Lancaster, Berks, Lehigh and Northampton Counties ABV: 5% Availability: Year‑round, beginning in June in Lancaster and Berks Counties White Claw Package Refresh This summer, White Claw Hard Seltzer will be upgrading Mikes Hard Cranberry Lemonade its packaging, with a more premium look that will better This summer, Mike’s will be transitioning represent the brand’s ideals. White Claw is the brand the Cranberry Passionfruit flavor back to that facilitates and celebrates purity – living one’s the original Cranberry formula last sold best life. Availability: Year‑round, beginning in June in in 2015. With an aroma of pleasant Lancaster, Berks, Lehigh and Northampton Counties cranberry notes, Mike’s Hard Cranberry Lemonade is a little more berry- forward with a clean, slightly sweet finish. ABV: 5% Packages: 12 and 24 oz. bottles Availability: Year‑round, beginning in June in Lancaster, Berks, Lehigh and Northampton Counties

8 HeadyTimes v.24 www.origlio.com NewPRODUCTS Yuengling Golden Pilsner Long Trail VT IPA America’s oldest brewery is introducing a new Long Trail’s brewers have been developing this recipe year‑round beer, Yuengling Golden Pilsner, 16 years for the past year; playing around with yeast strains and after its last year‑round brand rollout. This highly hop combinations in search of a smooth, juicy offering sessionable beer is the brewery’s interpretation that pleases palates. With VT IPA they found the perfect of an outstanding, modern pilsner, born from six balance of tropical fruit and citrus flavors through a generations of brewing expertise. Golden in both heavy dry-hopping of Citra and Amarillo hops, which name and color, Golden Pilsner is give distinct tangerine, mango, pineapple and grapefruit the perfect balance of hop and malt characters. The juicy hop profile is complemented by the character for a crisp and smooth, grist, which features a heavy hand of flaked oats and thirst-quenching refreshment. aromatic Munich malt to deliver a smooth mouth feel ABV: 4.7% Packages: 12 oz. and hazy appearance. What sets this beer apart – aside bottles, 12 and 16 oz. cans and from the soft bitterness – is the introduction of a new draught Availability: Year‑round, yeast strain that provides the beer with more neutral beginning in July in Berks County notes and juicy esters that enhance the hops. ABV: 6% Packages: 12 oz. cans and draught Availability: Now, year‑round in Lancaster, Berks, Lehigh and Firestone Walker Luponic Northampton Counties Distortion IPA Series Relaunch The Luponic Distortion series is being relaunched with new packaging and new recipes. No fruits. No flavorings. No shortcuts. Just the magic of 100 percent natural hops, expertly blended to offer mind-bending flavors with each numbered release. The lead hops in the next one, No. 10 include one variety from the Pacific Northwest and two from the Southern Hemisphere, Long Trail IPA Pack providing distinct qualities of mango creamsicle, peach This all-season pack of Long Trail’s most trail-worthy ring and ruby grapefruit. ABV: 5.9% Packages: 12 oz. IPAs was constructed for the juicy adventures that bottles, 12 oz. cans and draught Availability: June in await. This variety pack includes: Green Blaze IPA, Lancaster, Berks, Lehigh and Northampton Counties Trail Hopper IPA and VT IPA. Availability: Year‑round, beginning in June in Lancaster, Berks, Lehigh and Flying Fish Outside IPA Northampton Counties A celebration of all things found in the “great outdoors”, Outside IPA is a brand new offering from Flying Fish. Ripe tropical fruit and pine aromas highlight this American IPA, making it the perfect complement to every adventure. ABV: 6.3% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in late May in Lancaster, Lehigh and Northampton Counties Flying Fish Onshore Lager Straub Tight Lines Ale This kölsch-style, all-malt ale is Straub’s take Brewed to be a tribute to clean oceans and on the classic style from the Cologne brewing waterways, Onshore Lager is a new offering tradition. Although Tight Lines is available all from Flying Fish. Highlighted by a beautiful, year long, its light and refreshing profile nicely golden color, this beer finishes crisp and complements the renewing spirit of summer. clean, and is meant to be enjoyed from any ABV: 5% Packages: 12 oz. bottles and draught shoreline. ABV: 4.9% Packages: 12 oz. Availability: Now, year‑round in Berks, Lehigh cans and draught Availability: Year‑round, and Northampton Counties beginning in late May in Lancaster, Lehigh and Northampton Counties www.origlio.com HeadyTimes v.24 9 NewPRODUCTS Lagunitas Little Sumpin’ Easy Ale Rodenbach Alexander to be 19.2 oz. Cans Available Year-Round Now available year‑round, Little Sumpin’ Named a ‘beer of the year’ by Beer Easy 19.2 oz. cans are perfect for summer! Connoisseur, Rodenbach Alexander Little Sumpin’ Easy, also available in has received accolades from Esquire, 12 oz. cans and draught, is made with Food & Wine, USA Today and has a healthy dose of 2-row malted barley, a a perfect rating of 100/100 on bit of wheaty-esque-ish-ness and loads of RateBeer. This unique beer is a Ekuanot hops for a super smooth, velvety blend of 75% ‘young’ Rodenbach ale, with a fruit and resin-y finish, like biting ale and 25% authentically-aged into a freshly picked peach. ABV: 5.7% Rodenbach ale (matured for two Availability: Now, year‑round in Lehigh and years in standing oak foeders) Northampton Counties along with macerated cherries. Originally brewed in 1999 and named after one of the Saranac Haus Lager four Rodenbach brothers who founded the brewery, Rodenbach Alexander will soon be available year‑round When founder F.X. Matt for all to enjoy. Rodenbach Alexander is a red-brown emigrated to America fruit ale, with a taste of sour cherries and a hint of in 1878, he brought oak that comes from the barrel-aging process. Its with him his brewing slight almond flavor comes from the macerated cherry knowledge and a thirst pits used in the brewing process. It is tart and slightly for great beer. After dry, with a long finish, reminiscent of a fine Burgundy founding the Saranac wine. ABV: 5.6% Packages: 11.2 oz. bottles and brewery, he created a draught Availability: Year‑round, beginning in June in lager that his family Lancaster, Berks, Lehigh and Northampton Counties and employees could enjoy during and after work. This is the beer that helped create the Matt family motto, “We drink all Not Your Father’s Fruit Punch we can, the rest we sell.” Haus Lager is a traditional, Not Your Father’s Fruit Punch German-style helles. Bright golden in color, it is a delivers crafted notes of exotic fruits light-bodied, mildly sweet lager with low bitterness. and citrus in a bright red color It is extremely sessionable and made to enjoy more that will take you right back to than one. ABV: 4.9% Packages: 16 oz. cans and the good old days of your youth. draught Availability: Now, year‑round in Lancaster and ABV: 5% Package: 12 oz. bottles Berks Counties only Availability: Year‑round, beginning in May in Lancaster Saranac Belgian White 100 and Berks Counties Light and easy-drinking, Belgian White is only 100 calories! Look for a subtle, fruity character, with hints of sweet Stoudts Gearshifter IPA orange and coriander. ABV: 3.5% 12 oz. Cans Packages: 12 oz. bottles and Stoudts’ newest year‑round draught Availability: Year‑round, offering will soon be available beginning in June in Lancaster and in 12 oz. cans! This orange- Berks Counties hued, hop forward ale is brewed using Cascade and Columbus hops in the kettle and whirlpool to impart notes of piney, citrusy hop dankness. Stoudts then shifts gears and dry hops this ale in the fermenter with a ridiculous amount of Citra and Mosaic hops for a floral, tropical explosion of hoppy goodness. ABV: 6.8% Availability: Year‑round, beginning July in Lancaster, Berks, Lehigh and Northampton Counties

10 HeadyTimes v.24 www.origlio.com SeasonalSELECTIONS When Demand Exceeds Supply Shiner Hill Country Peach Wheat This wheat ale is brewed Many of our craft seasonal and specialty releases are with juicy, perfectly available in limited or extremely limited quantities. ripe peaches from Breweries only produce a certain amount of their specialty the Texas Hill Country. beers and Origlio Beverage does all they can to get as much These peaches, along product as possible. In addition, this publication is compiled with caramel and wheat months prior to the decision made by the brewery to malts, make for a slightly allocate their products to the wholesaler. Variations in the sweet, refreshing ale. production for some of these limited release offerings will Barely filtered, this fluctuate, resulting in lower quantities than anticipated. brew has a golden, If you are interested in something you see in this hazy color and tastes like it publication and it is out of stock when you place your came fresh from the orchard. order, please contact your Origlio Sales Representative to ABV: 4.5% Package: Draught discuss similar options. only Availability: June in Lancaster, Origlio also sends a craft email blast, weekly to inform Berks, Lehigh and Northampton Counties customers of seasonal offerings that are available to you immediately and ones that will be in stock soon. Shiner Texas Heat Wave If you are interested in receiving this email please contact Variety Pack Jessica Lawrence at [email protected] with your This limited edition variety pack will be here just in time email address. for summer. Included in the mix are: Prickly Pear, a refreshingly tart, citrus beer made from the prickly pear cactus; Hill Country Peach Wheat, a slightly sweet ale brewed with Texas Narragansett Retro Cans peaches and Mango Kölsch, Narragansett is bringing back their popular a light-bodied, easy-drinking ’Gansett Lager “1975 Jaws cans” just in brew with delightful hints of time for Shark Week! Famously crushed mango. Availability: June in by Captain Quint in the cult classic, Lancaster, Berks, Lehigh these retro 30-pack cans are the most and Northampton Counties frequently requested package by retailers and consumers. And they’re a great grab- and-go package for the boat or the beach. Woodchuck Cucumber Mint Narragansett Lager is the perfect balance of malt Cucumber Mint is bursting with flavor and refreshment. Crush it like Quint! ABV: 5% bright cucumber and mint for a light, Package: 12 oz. cans only Availability: May in refreshing taste experience. ABV: 5% Lancaster, Berks, Lehigh and Northampton Counties Package: 12 oz. cans only Availability: July in Lancaster and Berks Counties Dogfish Head Fruit-Full Fort A twist on the brewery’s beloved Fort, Fruit- Full Fort is brewed with four types of berries: Smirnoff Ice Red White & raspberries, blackberries, boysenberries and elderberries. This blend of dark berries creates Berry 24 oz. Bottles depth and complexity, reminiscent of a jammy Already available in 11.2 oz. bottles, Smirnoff red wine. In this new version of Fort, the malt Ice Red White & Berry is now available bill is punched up to provide a firm backbone in 24 oz. boppers as well. Citrus, blue and help balance the tart flavor of the berry raspberry and cherry flavors are combined blend. ABV: 15-18% Packages: 12 oz. in this delicious FMB for a blast of summer bottles and draught Availability: July fun. ABV: 4.5% Availability: Now! in in Lancaster, Berks, Lehigh and Lancaster and Berks Counties Northampton Counties

www.origlio.com HeadyTimes v.24 11 SeasonalSELECTIONS Heavy Seas Grand Crew Evil Genius Bye, Felicia! Heavy Seas amassed the cumulative skills of Bye, Felicia! is a juicy, tropical, fruit-forward their “Grand Crew” to create this Belgian-style, IPA infused with all-natural passion fruit. Low red wine barrel-aged masterpiece, brewed bitterness, medium-bodied and extremely with an eclectic mix of aromatic Belgian aromatic, this crushable IPA is packed with malts and a carefully curated selection mango, peach, bubblegum and hints of of yeasts. ABV: 8.5% Packages: 12 oz. pine. Extremely soft on the palate, and bottles and draught Availability: Limited endlessly drinkable, this IPA is perfect for quantities in July in Berks, Lehigh and both hop lovers and the hop shy. ABV: 6.5% Northampton Counties Packages: 12 oz. bottles and draught Availability: July in Lancaster, Berks, Heavy Seas The Partner Ships Lehigh and Northampton Counties Series with NoDa Brewing Co. Evil Genius Shut Up, Meg! Hoppy Wheat Ale with Citrus Shut Up, Meg! is a dry-hopped Farmhouse IPA. When deciding on the style for this This Belgian-style ale is brewed with rye and collaboration, Heavy Seas had a few core a touch of winter wheat, hopped with Citra, ideas: hops, summer and fruit. This led Amarillo & Simcoe hops and fermented with them to a hybrid style. Not quite IPA, not Belgian saison yeast. The aroma is dank, juicy quite summer wheat, it’s a hoppy wheat American hops and spicy rye. The palate with citrus peel. This beer looks to Mosaic, follows suit, with notes of peach, white grape, Simcoe and Azacca to have some nice Asian pear, black pepper and an almost savory synergy and create a very hop-forward herbaceous quality. The finish is bone dry with summer wheat. To complement the fruity impressions of fresh parsley, coconut and and tropical notes from the hops, grapefruit cedar. ABV: 6% Packages: 12 oz. bottles and and tangerine peel are incorporated draught Availability: August in Lancaster, late in the brew in the hopback with Berks, Lehigh and Northampton Counties Simcoe. American wheat yeast keeps it clean and crisp, while allowing the hops to shine. A robust dry hop of the three hops Long Trail Thru Hiker in perfect ratio works to pull it all together. Continue down the trail with this This extremely flavorful beer will refresh refreshing wheat ale. Thru Hiker both the hop lover and sunshine lover in is a slightly sweet summer general. ABV: 5% Package: Draught only wheat with a hazy body Availability: Limited quantities in July in and notes of citrus, spice Berks, Lehigh and Northampton Counties and fruity hops. ABV: 5.2% Packages: 12 oz. bottles and Great Lakes draught Availability: May in Lake Erie Monster Lancaster, Berks, Lehigh and Northampton Counties Issue a small craft advisory: this South Bay Bessie-inspired brew launches an intense Long Trail Summer Survival Pack hop attack amid torrid tropical fruit flavors. Be prepared for whatever comes your way with Long This Imperial IPA is astonishingly full-bodied, Trail’s Summer Survival Pack. This variety pack includes: with a leviathan load of American hops. Long Trail Ale, Green ABV: 9.1% Packages: 12 oz. bottles and Blaze IPA, Blackbeary draught Availability: Limited quantities Wheat and Thru Hiker. in June in Lancaster, Berks, Lehigh and Availability: May Northampton Counties in Lancaster, Berks, Lehigh and Northampton Counties

12 HeadyTimes v.24 www.origlio.com SeasonalSELECTIONS Peak Day Drink Rosé Stoudts Chardonnay Day Drink Rosé is the culmination of years of research Barrel Aged Tripel and development to create the perfect warm weather Strong and full-bodied, this Belgian drink. It’s a concoction of some of Peak’s Abbey-style ale is aged in Chardonnay favorite things – organic rosé, organic hops barrels. The authentic Belgian (of course!) and some organic dry cider. Day yeast strain used in fermentation Drink is bright, lively, dry and bursting with contributes to a rich array of spicy, effervescence. If the sun is shining, then it’s phenolic and fruit-like flavors, as well probably time for a Day Drink! ABV: 6.9% as a noticeable alcoholic warmth. Package: 16 oz. cans only Availability: May ABV: 9% Packages: 750 ml bottles and draught in Lancaster, Berks, Lehigh and Availability: Now, in limited quantities in Lancaster, Northampton Counties Berks, Lehigh and Northampton Counties Peak Happy Hour Lime Stoudts Sauer Sauce This is Peak’s masterfully designed Happy Hour pilsner, This peachy Berliner weiss is perfect with a twist of organic lime. For years, folks have been for those hot summer days. Kettle garnishing pints of Happy Hour pilsner with a lime soured and aged on peaches, this tart wedge, so this year, Peak decided to put the lime right German-style wheat ale is delicately in the beer! It’s incredibly thirst quenching crisp and remarkably refreshing. and the lime zest is a perfect complement ABV: 4.6% Package: Draught only to the pilsner malt bill. Crisp, clean, brilliant, Availability: Limited quantities in easygoing and entirely crushable – this is the June in Lancaster, Berks, Lehigh most refreshing beer Peak has ever made! and Northampton Counties ABV: 4.7% Package: 16 oz. cans only Availability: June in Stoudts Sauvignon Blanc Lancaster, Berks, Lehigh and Northampton Counties Barrel Aged Saison This refreshingly sweet, Belgian-style Peak Ripe saison is aged in Sauvignon Blanc barrels. Honey was added during the If you’ve been dreaming about a juicy double boil and provides a sweet character in IPA that is absolutely dripping with fresh-cut the finish. Experimental hop 06300 fruit and citrus hop flavors, then Ripe is the gives it a moderate bitterness and perfect beer for you. Peak’s newest double imparts low undertones of lemon in IPA features an immoderate dose of El Dorado the flavor and aroma. The Belgian and Azacca hops. It’s bold and tropical yeast profile melds with the hop in flavor, while still being phenomenally character’s fruitiness and adds a drinkable. ABV: 8.2% Package: 16 oz. cans peppery component. ABV: 6.5% Packages: 750 ml only Availability: July in Lancaster, Berks, bottles and draught Availability: Limited quantities Lehigh and Northampton Counties in June in Lancaster, Berks, Lehigh and Northampton Counties Flying Fish Few & Far Double IPA Stoudts Cherry Breeze What happens when you combine With delicate pink hues and notes an unusual IPA malt from the East of cherry, clove and banana, Coast of Ireland with Amarillo, Stoudts Cherry Breeze blends their Simcoe and Citra hops? You Bavarian-style unfiltered wheat beer get a rare double IPA, drenched with sour cherries for an elegantly with the flavor and aroma of refreshing, fruit-infused hefeweizen. nectarines, tangerines and pine. ABV: 5% Package: Draught only New IPAs are common, but true Availability: Now, in limited adventures can lead to something Few & Far between. quantities in Lancaster, Berks, ABV: 8.2% Packages: 16 oz. cans and draught Lehigh and Northampton Counties Availability: Limited quantities in July in Lancaster, Lehigh and Northampton Counties

www.origlio.com HeadyTimes v.24 13 SeasonalSELECTIONS Straub Adventure Series #2 Lagunitas This adventurous mix pack includes: A Little Sumpin’ Extra Ale Straub Helles Highway, subtle in The big sister of Little Sumpin’ Sumpin’ Ale, flavor with light malty notes balanced lots of wheat was used to create this beer for a by spice and floral hop bitterness; curious malt complexity, leaving it light in color, Stellar Night, slightly sweet with but huge in flavor and satisfaction. ABV: 8.7% toasted, bready flavors balanced by Package: Draught only Availability: May in Lehigh and mild Noble hop bitterness; Smooth Northampton Counties Eddy Ale, traditional Bavarian-style hefeweizen with a refreshing clove/ spice taste and Oktoberfest, rich toasted malt character with mild hop bitterness, which balances the sweetness and creates a classic fest bier experience. Availability: July/August (depending on availability) in Berks, Lehigh and Northampton Counties

Weyerbacher 23 Weyerbacher’s 23rd anniversary beer is an Imperial golden stout brewed with coffee, smoke malt, cacao nibs and coffee cherries. Roasty, while being lighter in color Dinkelacker Hopfenwunder and body, this brew has subtle notes of chocolate, dark fruit and Dinkelacker Hopfenwunder a hint of vanilla. ABV: 11.1% Packages: 12 oz. (hops miracle) is a dry hopped bottles and draught Availability: June in Lehigh and version of the brewery’s well- Northampton Counties balanced, unfiltered lager. Amarillo, Cascade and Weyerbacher Simcoe hops are added in a late dry hopping Meaner Squeeze stage, resulting in a beer that This tasty, New England-style Double IPA unites floral, citrus and tropical features more of the Denali and Galaxy fruit aromas with a brewing hops of its predecessor, Mean Squeeze. tradition fully in line with the Wonderfully balanced, this juicy brew has German Purity Law of 1516. pineapple and citrus notes with a touch of ABV: 5% Packages: 11.2 oz. bottles pine. ABV: 9.3% Packages: 16 oz. cans and draught Availability: Limited and draught Availability: July in Lehigh quantities in June in Berks, Lehigh and Northampton Counties and Northampton Counties Weyerbacher Dallas Sucks This one’s for the FANS! If there’s one thing 2SP Strawberry that most of the NFC east can agree on, Switchblade it’s that DALLAS SUCKS, so let us introduce you to the unofficial beer of the 2018 This refreshing summer season! Flavor forward, this brew was made saison is brewed with for tailgating in parking lots, celebrating first sweet & Thai basil, downs and big hits, high-fiving friends and strawberry puree and basking in the thrill of victory. This totally hibiscus. It’ll cut you. downable pale ale was brewed with friends who bleed ABV: 7% Package: Draught green at Jose Pistola’s! ABV: 4.5% Packages: 12 oz. only Availability: Limited cans and draught Availability: August in Lehigh and quantities in July Graphics for Strawberry Switchblade Northampton Counties in Lancaster, were not available at the time of print Berks, Lehigh and Northampton Counties

14 HeadyTimes v.24 www.origlio.com SeasonalSELECTIONS Programs Dock Street King Juice Win Summer Swag With Dock Street is making it reign with Miller Lite’s Aluminum Pints this hazy, sticky, double dry- As the only light beer that doesn’t compromise on taste, hopped, silky smooth and Miller Lite is the perfect summer companion. From May perfectly balanced DIPA. through July, Miller Lite is offering exclusive aluminum Brewed with oats & wheat and pints featuring true Americana artwork. Pints will also chock full of Mosaic, Citra carry Snapcodes, offering drinkers the chance to win and Centennial hops, this original summer merch, including aprons, fanny packs, beer exudes strong flavors flip-flops, soft coolers and free Uber ride codes. and aromas of dried apricots, nectarine and stone fruit. There are lots of big, juicy DIPAs, but there can only be one King Juice. ABV: 8.5% Packages: 16 oz. cans and draught Availability: August in Lehigh and Northampton Counties Dock Street Summer Haze This hazy, straw-hued, light-bodied pale ale is brewed with 2-row, Munich and flaked wheat, which makes for a silky-smooth body with a mildly sweet backbone. It’s hopped with all late stage and dry additions of Citra, Cascade, Amarillo and Simcoe for aromas and flavors of bold citrus and tropical fruit. ABV: 5.3% Packages: 16 oz. cans and draught Availability: June in Lehigh and Northampton Counties

Spring House Goofy Foot Summer Wheat A refreshing, lighter style ale, Goofy Foot has a zesty finish, resulting Coors Light Summer in a perfect thirst- Shore Rewards quenching beer. This Experience all the Jersey Shore has to offer American-style wheat with official Coors Light summer gear. From ale is crisp and clean, May 1st – July 31st Coors Light is partnering with boasting a tangy YETI to provide everything needed for summer hop bite. It’s perfect refreshment. When consumers buy packs and for a sunny day and collect points in the Coors Light Rewards App, may be garnished they’ll earn their way to redeeming official gear with lemon. ABV: 4.8% including beach chairs, backpacks, beach towels, Packages: 12 oz. cans paddleboards and, of course, YETI coolers. and draught Availability: May in Lancaster, Lehigh and Northampton Counties

www.origlio.com HeadyTimes v.24 15 Programs Philadelphia Consumers Can Win a Beach House Getaway Courtesy of Corona This year, Corona is helping consumers across the greater Philadelphia area make the most of summer. Beginning in June, as part of Corona’s “What Summer Wants” promotion, consumers can use the widely popular “Shazam” app to scan their Corona bottles, cans or cartons for a weekly chance to win a Beach House Getaway or a beach house experience in their own backyard. Pacifico 12 oz. Can Should Philadelphia Corona drinkers win the Beach House Getaway, they could head to a location across the country or even one as close as Montauk, New Advertising is Here York and enjoy expansive views of Fort Pond. The unmistakable vibrant yellow Only Corona – the perfect beer for summer – can provide consumers with an of the new Pacifico 12 oz. cans experience like this, and this promotion will further help drive the brand during are now dotting cold boxes and summer because you need to have a Corona in your hand to enter. shelves nationwide. To help Corona further win summer, the summer graphics will be extended While consumers will be hard- to both Corona Extra and Corona Light cans and bottles. The Beach pressed to miss the eye-catching House Getaway promotion will also be featured on all Corona summer packaging at retail, they’ll also be secondary packaging. seeing plenty of the new Pacifico cans in the brand’s first-ever national advertising campaign. Pacifico is Back as The Official Beer Sponsor Of The X Games Complete with TV, social, POS and more, the cans are Of the top 35 beer brands, Pacifico was the significantly highlighted across all fastest-growing brand during summer. To media types. further drive the brand’s momentum and to The cans are already off to a red- continue to generate awareness nationwide, hot start. They’re the No. 1 new Pacifico will once again be the official beer item in import dollar sales and sponsor of the Summer X Games – the the No. 1 high-end SKU in dollar largest and best-known action sports event in sales launched in 2017. the country. The Pacifico brand has During the first year of the sponsorship, more experienced tremendous growth Pacifico was sold at the games than bottled in the select markets where it’s water. This year’s sponsorship promises been supported by advertising. to have an even bigger impact on driving In California, Pacifico recently growth with Pacifico receiving national media surpassed Miller Lite and is now exposure, national promotion & consumer the No. 6 beer in the state. In sweepstakes enhancers and more. Colorado, Pacifico entered the This summer, Pacifico will be giving consumers top 15 brands and grew 17% the chance to win a trip to the X Games and in 2017. custom Pacifico skateboards via Facebook But this is far from a West Coast and Instagram. brand. In the East, Pacifico was Pacifico and the X Games truly are a perfect fit. The sponsorship helps Pacifico up 15% without media and the reinforce its authentic, independent spirit that appeals to the experience- 12 oz. can. seekers with its core consumer base.

16 HeadyTimes v.24 www.origlio.com Programs Celebrate the Be World Cup-Ready Summer with with Heineken Heineken Light With the U.S. men’s national Summer is the perfect time for an soccer team out of the World adventure, and summers in the Cup, American fans are looking Northeast are no exception. With to other countries to find a new so many different activities to do team to cheer on. Enjoyed in and places to visit, all in one region, 192 countries, only Heineken has it can seem like you’ve taken an the international renown to help international vacation, just by fans put their faith in another traveling across state lines. Only a country’s team. That’s why, this worldly beer like Heineken is well- year, Heineken, the official beer Heineken: Official traveled enough to help people sponsor of MLS, is leveraging Sponsor of the ICC explore all the Northeast has to offer. their soccer authority to make sure consumers are World Cup- Heineken and the International This year, Heineken Light wants to ready, with a guaranteed win. Champions Cup (ICC) are taking to be the beer that gets consumers to the pitch for another year to bring celebrate, wherever the summer takes With World Cup POS and you the best of beer and soccer. them, by sending them on their own custom retail theater, Heineken ultimate summer vacation. A text-to-win is giving consumers limited Heineken will be kicking off the offer will give consumers the chance edition scarves for everyone who 2018 season with an engaging retail to win a summer adventure getaway! purchases Heineken. sweepstakes with exclusive prizes, all geared to drive in-store traffic and incentivize purchase. With Heineken being the exclusive beer and presenting sponsor of ICC, be sure to stake a claim with the Heineken ICC 2018 program and profit from kickoff to final whistle. National POS will drive connection between Heineken and the ICC viewing occasion and encourage consumers to enter the sweepstakes for the chance to win tickets to ICC tournament matches and signed merchandise.

Yuengling American Summer Spread Your Wings this summer Backpacker Travel Guitars, Fujifilm with an exciting Yuengling Instax Mini Instant Cameras, American Summer on-pack StubHub and Uber gift cards program! Consumers can enter and Yuengling swag will also to win an American Adventure be awarded. through specially-marked Consumers can enter the sweeps Yuengling Traditional Lager and by visiting YuenglingSummer.com Light Lager 12-pack cans and or texting SUMMER to 55755 and bottles. Four grand prize winners entering the code found inside will be awarded $500 gift cards the specially-marked packs. New, from Cloud9, where they can eye-catching American Summer choose from thousands of unique POS supports the on-pack program and memorable experiences like and features all the best things about summer: picnics, driving a race car, learning to fly a plane, hang gliding concerts, grilling, adventures and Yuengling! and more! Hundreds of daily prizes including Martin

www.origlio.com HeadyTimes v.24 17 Programs Guinness Soccer This Summer, Score Big with Guinness will be the beer that international soccer fans gather around this summer. The World Cup Firestone Walker has more interest on Google than the big game, From July through the Olympics and the Tour de France combined. September, th It’s the 5 most watched sporting event in the Firestone Walker is U.S.! Guinness drinkers in the U.S. are 41% more offering not one, likely than other beer drinkers to watch World Cup but two premium Soccer. So, this soccer season, make sure to offers! First is a stock up on everyone’s favorite Irish import. Firestone Walker trucker hat for $2. Consumers will visit It’s a Seltzer Summer! FWHatGiveaway.com (posted on available Summer days deserve rosé, and Smirnoff’s got case tuckers for displays), input you covered with Smirnoff Spiked Sparkling Seltzer their information and pay. The hat Raspberry Rosé. will ship within 6-8 weeks. Voted product of the The second is a premium offer year two years in a centered around new Firestone row (2017 & 2018) Lager, where consumers can get by Consumer Survey two limited-edition koozies for $2! or Product Innovation, These are not for sale and can’t be Smirnoff Spiked found elsewhere. Consumers will Sparkling Seltzers visit BelieveInLager.com, input their have 25% fewer information and pay. The koozies calories than a glass will ship within 6-8 weeks. Case of white wine! Feel free to indulge all summer long. tuckers are available for displays! Smirnoff Ice Red White & Berry Supports iPads for Soldiers Raise one to the Red, White & Blue! This summer, Smirnoff Ice Red, White & Berry will be proudly supporting the iPads for Soldiers organization with a $50,000 donation! This organization is dedicated to connecting those fighting overseas, with their families back home, through technology.

Toast Our Troops With Shiner This summer, Shiner Beers and The Boot Campaign are teaming up for the seventh year in a row to form the Shiner Toast Our Troops promotion. All summer long, Shiner will donate 50 cents per case sold of specially-marked “Toast Our Troops” packages as well as match all retailer funds raised and contributions from their wholesaler network. Since 2012 Shiner has donated over $1,000,000 to The Boot Campaign. Origlio Beverage – Reading has been awarded the Platinum Boot award, given to the top performing wholesaler in the nation in funds raised, three out of the past four years, and has raised over $45,000 with their retail partners for the charity during this time. For more information about the charity please visit BootCampaign.org.

18 HeadyTimes v.24 www.origlio.com Programs Moosehead Breweries: Every Beer Tells A Story The journey began in 1867, have not done it alone. In 1978 that consumers loved Moosehead when Susannah Oland brewed their flagship, Moosehead Lager, was beer, embraced the heritage and her October Brown Ale recipe launched exclusively for the U.S. back story, but thought the brand in her backyard in Nova market. Within three years needed an updated look that better Scotia. The family brewing of that launch, it was the conveyed the story of the brewery. business survived two brewery 3rd largest import in the Small Batch Brewery in Saint John fires, the devastation of the U.S. Within four years, The new brewery will give Moosehead Halifax Explosion, prohibition and over six million cases a brewers the freedom to pursue two World Wars. year were being sold. To innovation, introduce fans to great this day, Moosehead is new beer and ensure that “Every sold in all 50 states. Beer has a Story.” As they enter their 151st Moosehead recognizes all the hard year in the beer business, work and support they have received the entire Moosehead from their U.S. partners over the last team is very excited 40+ years and they thank you for all about the road ahead and you do to help build the brand. especially their three, new Andrew, Patrick and Matthew Oland initiatives: Moosehead is now in their Moosehead Pale Ale 6th generation of Oland family Now available in 6/4- leadership. Brothers Andrew, Patrick pack 16 oz. cans and and Matthew Oland take pride in the 15-pack 12 oz. cans, resilience and hard work that have Pale Ale shares the story built the company they have today. of “the beer that built the Despite great adversity, Moosehead brewery” with Moosehead continues to be one of the most fans from coast to coast. resilient and time-honored Canadian companies. Driven by their passion Project 151 All core for beer and bolstered by dedicated brands are getting a employees and valued partners, they fresh new look, inspired are proud to be Canada’s oldest, by and delivering on the idea that independent major brewery. “Every Beer has a Story.” This clean, modern look came out of extensive They have accomplished a great U.S. market research which found deal in the last 150 years, but they

Win the Ultimate UFO Beach Pack When Life’s a Beach… This summer, from May 1st to June 29th, UFO will be giving consumers the ultimate beach pack… everything they need for a fun-in-the-sun day. Consumers will be asked to show how they’re spending their beach days by following @UFObeers and tagging them with #ufobeachdays for a chance to win the ultimate beach pack!

Dogfish Head Off-Center Your Summer Dogfish Head is ready to rescue you from the “same old summer” with a bucketful of off-centered ales and a whole lot of inspiration to take your summer fun to the next level! From impactful, 3D displays to a “photo kit in a box” for bars, this program is designed to get consumers to embrace their off- centeredness all summer long.

www.origlio.com HeadyTimes v.24 19 Programs Angry Orchard Rock the Roots Music Tour Get ready for a summer filled with music, sun and cider. From June – September Angry Orchard is hitting the road with incredible bands, making stops in nine cities across the country. Angry Orchard is taking the concept of Harvest Fest on the road with Sublime with Rome, The Offspring, 311, The Dirty Heads and other great bands to delight Truly Spiked & music fans and cider drinkers Sparkling AVP Beach Sam Adams is leveraging summer’s alike. Angry Orchard fans can patriotic holidays to highlight enter to win 2 VIP tickets to the Volleyball Event vetrepreneurs (veteran entrepreneurs) Rock the Roots Music Festival Series Sponsorship in the city of their choice. One who are filling their glasses on the This summer, Truly Spiked & Sparkling journey to pursue better. On and off- grand prize winner will score 2 VIP tickets and an all-expenses- is going on the road with AVP – the premise retailers can both execute premier U.S. pro beach volleyball the Sam Salutes campaign. paid trip to the final festival in Walden, NY. league – as an official sponsor at all On-premise, POS will urge consumers nine tour stops around the country. to celebrate active duty military and AVP fans and Truly drinkers have two veterans by purchasing a Sam ’76, main things in common: they’re health Boston Lager or Summer Ale to thank conscious and enjoy being social. a military member for their service Truly’s AVP sponsorship brings these and/or consumers can text-to-donate two elements together in a perfect to the StreetShares Foundation, package. This partnership includes which helps veterans start and grow a national text-to-win sweeps, giving their own businesses. Sam Adams Truly fans a chance to win tickets will match every dollar donated. to AVP’s final event in Hawaii – an Off-premise, for every 12-pack of all-expenses-paid trip for two! The Boston Lager sold, Sam will donate 50 grand prize includes airfare, hotel cents to StreetShares. Limited-edition accommodations (4 nights), $500 Sam Salutes packaging will also be spending money, and VIP tickets to all available to coincide with this program. 4 days of the tournament.

Mike’s Partners with the USO Mike’s will be supporting the troops this summer by partnering with the USO and making a $250,000 donation to their cause. The United Service Organizations Inc. is a nonprofit that provides live entertainment, such as comedians, musicians and other programs to members of the U.S. Armed Forces and their families. This partnership allows Mike’s to sponsor comedy shows for active military and veterans across the world.

Check out George Latella’s latest Retail Edge article, “Leadership in the Digital Age” at Origlio.com/blog/leadership-digital-age. George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, which is the largest major at Saint Joseph’s University recently celebrated its 55th anniversary. George is also a partner in Beacon Marketing group which provides Marketing planning, research, and e-commerce/direct marketing communications for food and beverage companies. George can be reached at [email protected] or 610-660-2254.

20 HeadyTimes v.24 www.origlio.com RethinkingRETAIL How Origlio is Changing the Definition of Beer Wholesaler Check out these exclusive resources that maximize your profits Origlio Beverage doesn’t want to be your “average” wholesaler. Since 1933, our family has strived to be your best partner by bringing you great products and winning customer service. More recently, we’ve made it our mission to change the very definition of what a wholesaler is, by developing new ways to help you grow your bottom line. Here are our exclusive resources, each created to save you time, maximize profits and better serve your customers. Origlio.com, Just a Click Away Beers Sent Straight to Your Inbox Print Publications Our Sunday You’re holding email blast keeps one right now! recipients up-to- Our two in-house speed on important publications, product information Heady Times and for the upcoming Draught Lines, week. Whether it’s each highlight a brand new, year- the industry from round offering, a distinctly different seasonal release perspectives. or a hot product Heady Times, Packed with all the information you that’s almost out of stock, this eblast published need and the product details your highlights products your customers five times a year, features new customers can access right from their want in a concise format. and seasonal products, account cell phones, our website includes spotlights, brewer interviews and Our newly launched, bi-weekly specifics on all our products, retailer upcoming programs. Rethinking Retail eblasts feature hot resources and so much more. programs and innovative strategies Draught Lines, our lifestyle Sell Sheets – These easy-to-read, for going to market. publication, is also published five times a year. It puts into focus the printable one-pagers for each beer To receive these eblasts, simply send an local beer scene, highlights upcoming we sell, give you the details you need email to [email protected] with events, shares in depth brewer to sell your products, including beer your account name and email address. style, origin, product description, ABV discussions, and so much more. and availability. Social Media Visit DraughtLinesMag.com to read a digital version of the magazine. And Origlio is active on all your favorite sign up for a free online subscription! Shelf Talkers – Every product has its social media platforms, from Facebook Why chance missing a single edition? own shelf talker, which can be easily to Instagram to Twitter. Join the printed and posted on your shelves to conversation by connecting with Superior products and exceptional let your customers know the details @DraughtLinesMag for industry news, customer service are a given, but we of each beer you’re selling. local beer scene stories and updates also partner with our accounts and on all of our brands. strive to bolster profits using new and Fintech – Origlio.com also offers innovative techniques. For better or information on an alternative invoice worse, the beer industry and sales payment option. The Fintech portal trends are always in flux, and Origlio allows you to pay for your beer is dedicated to making sure you can deliveries, electronically, through an count on us to be more than just EFT clearing house. another wholesaler. Online Ordering – Save time by For more information on any placing your orders online, through of these resources head to our website. Contact your sales rep Origlio.com, contact your to get registered and begin ordering local sales rep or give our online, anytime of the day or night. account specialists a call at 610-670-2337.

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Summer of Sculpin Ballast Point is dedicated to making Sculpin the best quality beer possible, to ensure that consumers have a great experience, every time. So, they are asking fans to take that approach to the way they craft their summer: put the effort in, to make it a quality one. Because when you do, the reward is that much greater. The Summer of Sculpin campaign will drive brand awareness and consumer engagement with Ballast Point’s first-ever, national consumer sweepstakes. Craft beer fans will be encouraged to enter on social media (from 5/25 – 8/3) for a chance to win the ultimate Summer of Sculpin experience in San Diego, CA. One grand prize winner and a guest will receive: • Round trip airfare & hotel in San Diego for 2 nights, 3 days • A fishing trip with the Ballast Point fishing team • A private Ballast Point brewery tour • A chance to brew Sculpin IPA with Ballast Point Brewmasters • $500 spending money • A Ballast Point homebrew kit • $200 gift card to the Ballast Point online apparel store 10 first place winners will receive: • A $200 gift card to the Ballast Point online apparel store • A Ballast Point homebrew kit