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.

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