Henry's Hard Soda Speaks to Fun-Loving Gen-Xers

Summer 2016 | V.16 AMOSKEAG BEVERAGES

Henry’s Hard Soda Speaks to Fun-loving Gen-Xers

Retail Edge Seasonals The Beer Guy New Products Programs KAI ADAMS OF SEBAGO BREWING CO. | SUMMER SELECTIONS | CITRUS BEERS Letter toTHE TRADE In This ISSUE

Cover Story ��1

AST MONTH, AMOSKEAG BEVERAGES LOST A DEDICATED EMPLOYEE, Brewer Highlight ��2 but more importantly a friend, when Grant Denniston passed away. L Although we all worked with Grant, everyone who came in contact with this kind, fair, gentle man, knew his life was centered around his family. It Frank’s Place ��3 didn’t matter who you were, Grant treated everyone he met with the same respect and humility. He was attentive to the stories people told, and when he interacted with people, he made them feel as though there was no one Appleseed Restaurant ��4 else around. Grant loved a good joke, and the funny stories heard only in the beer business. His dedication to Amoskeag was obvious, and he was a joy to work with. The following is his obituary, prepared by his family: New Products ��5 Grant “Buddy” Denniston passed away peacefully, surrounded by his loved ones, on April 6, 2016 at the Community Hospice Seasonal Selections ��6 House in Merrimack, NH. Grant was born on November 24, 1950 in Boston, MA to Grant and Anne Golding Denniston; he was raised in Programs ��9 Bronxville, NY. A defining moment in his life was losing his Grant “Buddy” Denniston father at a young age. Through his mother’s strength and 1950 - 2016 support he became a man of strong character. He excelled Retail Edge �� 12 in sports and received a full scholarship to play football at the University of Rhode Island. After college, Grant worked 40 years in the beverage business, the last 10, and his most cherished, with Amoskeag Beverages in Bow, NH. The Beer Guy �� 13 He is survived by his wife and true partner in life, Cathy; the pride of his life, his three sons and their wives, Bo (Alyssa), Tom (Amber), and John (Caroline); his five beautiful grandchildren, Dominic, Cadence, Alina, Colin, & Jacob; his loving sister, MaryAnne; his best friend and brother, Tom, his brother’s wife & family, Melanie, Tyler, Sheenagh (Dave), Teagan, & Oliver; Cathy’s brothers, Rick (Julia) and Pete (Sherry), and sister, Tia (Fran) and their beloved families; his “Big Chill” brothers of Sigma Chi and countless extended family members and friends. Grant lived a life of selflessness and generosity with a passion for finding the good in all, while never losing sight of how much he loved his family and close friends. This selflessness is apparent in Grant’s last wishes, which are to have any donations made, in lieu of flowers, to Brendan Shea’s Memorial Fund. Brendan, a classmate of Bo, Tom and John, was an incredible young man and 2-time cancer survivor from Amherst who died suddenly in March and leaves behind a wife and 4-year-old son. Please visit youcaring.com/brendan-shea-547176 for more information. In closing, we would like to dedicate this issue to our friend Grant, who was truly one of a kind.

Ed Murphy Tom Bullock Kevin Emmons Heady Times is published four times a year, courtesy VP/General Manager President VP/Marketing Director of Amoskeag Beverages. CoverSTORY TV Commercials for Henry’s Hard Soda Speak to Fun-loving Gen-Xers ENRY’S HARD SODA HIT THE SHELVES ON THE FOURTH OF January and it is already a leading brand in the hard soda Hcategory. Understanding that today’s consumers seek variety as well as great taste, two flavors were released simultaneously – ginger ale and orange. Henry’s Hard Ginger Ale, a balance of fresh ginger and herbal notes, is the nation’s best-selling hard ginger ale. Not to be outdone, Henry’s Hard Orange Soda, a not-too-sweet blend of natural Valencia oranges with a tart finish, is the nation’s number two best- selling orange. Besides the fun flavors and great taste, Henry’s ABV is a not-too-boozy 4.2%, about the same as a light beer. “We’ve sampled Henry’s with lots of consumers and the liquid gets great reviews,” said Bryan Ferschinger, Senior Director of Brand Innovation for MillerCoors. “And the brand has really proven itself. Even when the weather was bad earlier in the year, sales were on the upswing. I expect to see a nice bump in sales this summer.”

Bryan Ferschinger, Senior Director of Brand Innovation for MillerCoors Flavors come and go in the FMB category, Ferschinger is confident that the Henry’s line of hard sodas won’t flame out, and with good That’s the run down on Henry’s. Check the reason. “Henry’s is the only hard soda with a national ad campaign. recipe below for the Miller Moscow Mule. We are investing behind the brand to drive strong consumer awareness, It’s a riff on an old cocktail that’s trendy particularly with Gen-Xers who grew up loving soda. These folks have once more. adult responsibilities now, but they still like to have a good time, whenever they can fit it in. Since Henry’s ABV is only 4.2%, they can drink a few and not feel it the next day. That is what we mean by living ‘Hard-ish’. The commercials speak to Gen-Xers who have grown up, but Moscow Mule Meet not grown old.” Miller Mule If you are a fan of Comedy Central, AMC and Netflix, you have probably 1 Henry’s Ginger Ale already seen the commercial for Henry’s called “Sunday Funday” in 1/2 a can or bottle of Miller Lite which a few couples are watching a ball game. As they begin to cheer, an infant is heard crying over a baby monitor. The group quickly settles 1/2 oz. lime juice down. The realities of parenthood have momentarily intruded upon their fun, little get-together. They are living Hard-ish while enjoying an orange soda or ginger ale, with a bit of a boozy kick. “Most ad campaigns go after Millennials, the ‘juice box generation’,” Ferschinger explains. “Gen-Xers have received less attention. Henry’s lets them enjoy the familiar orange and ginger ale flavors they loved as kids, while encouraging them to have some grown up fun when they can. We will be coming out with Henry’s Hard Cherry Cola (see page 5 for details) this summer and we won’t be letting up on our national ad buys. We have a great product that’s a shining star and we plan on driving growth in this segment for a long time to come.” Breaking News – IRI just announced that the sale of hard soda is up $109.3 million year to date. The segment is flying! www.amoskeagbeverages.com HeadyTimes v.16 1 BrewerHIGHLIGHT Kai Adams Sebago Brewing Co. AINE NATIVE KAI ADAMS HEADED WEST to the University of Colorado at Boulder Min pursuit of a degree in geology in 1992. Meanwhile, a part-time gig at a brewpub in Boulder became available and Adams took the job. He spent his time there applying labels to bottles, cleaning the tanks and carbonating the beer. When the Brewmaster needed help in the brewhouse, Adams was there, learning how to make beer. In one of those ah ha moments, he realized he’d rather pursue a career in beer. Adams was diagnosed with Hodgkin’s Lymphoma, a cancer of the lymph nodes. He underwent radiation treatment for this curable cancer in Boulder and moved back to his family home on Sebago Lake in Maine to recuperate. Adams then worked the bottling line at Geary’s Brewing in Portland, ME. At the end of the summer he moved to Camden to brew “Our new location at Sea Dog Brewing Co., an experience that reinforced his dream to own and operate his own brewery. “That is when I put the plan together to open my own brewery,” says Adams. Lacking the restaurant experience will give our guests a he needed, in 1996 Adams took a job at a local Chili’s Grill & Bar. This is where he met his current business partners, Brad Monarch and Tim Haines who managed the Chili’s. Monarch’s restaurant expertise and firsthand look at the Haines’s hospitality and financial background, blended with Adams’s passion to open a brewery, made for a winning combination. The three went into business together, opening Sebago Brewing Co., the first of brewing process and four brewpubs in South Portland, in 1998. Soon after, the trio opened pubs in Portland, Kennebunk and Gorham. In 2005, they built the current site of their production brewery and corporate headquarters. “The they will be able to three of us all have unique skill sets that we bring to the table, and shared values that guide our business.” says Adams. “It’s a great partnership!” connect to the place In 2013 Sebago Brewing Co. went through a metamorphosis and re-branded their entire company, incorporating a new logo and packaging design as well as some new and exciting beers. Then in 2015, they where their beer converted all of their beers to can packages. Currently, big changes are in the works for the Gorham site, with plans to open a new Sebago destination brewery. “The future is very bright for Sebago,” says Adams. is made.” “We have seen exponential growth that we feel has come from the love of local craft beer, our ever-changing unique beer styles and recent conversion from bottles to cans.” Moving to an all can lineup has proven to be a good step. Not only have their year-round favorites like Frye’s Leap IPA and Runabout Red shown record growth, but sales of Sebago’s seasonals are off the charts. Their summer seasonal, Simmer Down they will be able to connect to the place is wowing thirsty beer drinkers near and far and six-pack can sales at where their beer is made.” Amoskeag are up 100% over last April’s numbers. As we anxiously await the grand opening The new destination brewery, opening in the fall of 2017, will double of Sebago’s new destination brewery, fans Sebago’s current capacity with over 20,000 sq. ft. of state-of-the-art can check out their revamped website, brewing space, a large and inviting tasting room and tap house as well sebagobrewing.com for all the latest as event and office space. Tours will be offered and visitors can enjoy Sebago Brewing Co. news and a handy local Maine fare while sampling some of their great craft beers. “Our new Beer Finder tool that locates area retailers location will give our guests a firsthand look at the brewing process and that sell Sebago beers!

2 HeadyTimes v.16 www.amoskeagbeverages.com Off-PremiseSPOTLIGHT Frank’s Place HIS IS NOT YOUR AVERAGE NEIGHBORHOOD STORE. FROM THE outside it may look like a typical New Hampshire market and deli, but T just wait until you step inside. Frank’s Place, located at 454 Daniel Webster Highway in Merrimack has been wowing customers for over 38 years. Owner Don Hildebrandt says it’s a true labor of love and he has been working tirelessly, along with his dedicated team of 10, to create an inviting store for the people of Merrimack and surrounding towns. Hildebrandt has been in the grocery business off and on for years, and he jumped at the chance to purchase the store 11 years ago. “I actually worked here when I was in high school and eventually made my way back,” says Hildebrandt. This local hot-spot has a lot to offer. “We are known for our signature homemade dishes as well as our top-notch deli and butcher shop,” says Hildebrandt. Their chicken pot pies, made from scratch, are in such demand they need to be rationed to only two per customer. Folks have been known to ask for 10 at a time! In addition to homemade specialties, there are also pre-made salads, packaged meals and side dishes available for purchase. All of which can be enjoyed by patrons in the comfortable dining area. With big grocery store competition right down the road, Frank’s Place offers impeccable customer service with a cozy corner store feel that many customers enjoy. Along with quality meats and premade dishes, Frank’s Place offers five Owner of Frank’s Place, Don Hildebrandt cooler doors full of cold beer. “We sell a lot of six-pack bottles, but the can business is definitely picking up,” says Hildebrandt. “Right now, Harpoon Camp Wannamango, Leinenkugel’s Summer Shandy and Samuel Adams Summer Ale are flying off the shelves!” Frank’s Place takes pride in giving customers what they want. “We really listen to our patrons and do what it takes to get them the beer they are looking for. Amoskeag With big grocery store does an excellent job with this. They are always there to help me get the newest products, which keep my customers happy and coming back.” competition right down So, whether on a mission to find the finest meats for a backyard BBQ, Boars Head cold cut sandwiches made to order, or a wonderful six-pack selection, Frank’s Place has it covered. the road, Frank’s Place

offers impeccable

customer service

with a cozy corner

store feel that many

customers enjoy.

www.amoskeagbeverages.com HeadyTimes v.16 3 On-PremiseSPOTLIGHT Appleseed Restaurant UNGRY? THE GRANITE STATE OFFERS PLENTY OF RESTAURANT options for residents and visitors alike, and the Appleseed is no H exception. The food and drink menus are well worth the drive to Bradford. Conveniently located at the gateway to the Lake Sunapee region, overlooking Lake Todd on 63 High Street, the Appleseed Restaurant is a family-run business in every sense of the word. The Fenton family, which includes Pete & Mary Beth along with their two sons, Pete (a.k.a. Re-Pete) and Tim work tirelessly running the business. In 1977 the Fenton’s were a young married couple just starting a family. With a little restaurant experience under their belts, the couple followed their dream, opening their own establishment in New Hampshire. After a long search to find the perfect spot, they purchased the Appleseed Inn. The exact origin of the name is unknown, but the Fenton’s later changed The Fenton family (from left to right) Pete, Mary Beth, Re-Pete it to the Appleseed Restaurant, to more accurately reflect its operations. and Tim

Nearly 39 years have passed since Pete and Mary Beth opened their restaurant, but their passion for the business has not faded.

Appleseed has a rustic, quintessential New Hampshire feel with a MV Mt. Sunapee II and the MV Kearsarge. spacious dining room and a menu that offers comfort food as well as Cruisers can relax, enjoy the wonderful innovative recipes. In the summer, patrons can enjoy cocktails and scenery, settle into a deck chair or sit at dinner on the deck, overlooking Lake Todd. In the colder months, a table and listen to the Captain as he customers are welcome to cozy up to the tavern’s wood stove, while narrates the history, lore and points of catching up with friends over a cold beer. interest of this beautiful, pristine mountain lake. Both boats depart from the town dock Speaking of beer, Appleseed offers a vast variety of options including in Sunapee Harbor, NH. Boats are available 11 draught lines. “PBR draught is one of our best sellers,” says Fenton. for private functions and are catered by Sebago Frye’s Leap IPA draught and Corona bottles are two others that Appleseed Restaurant. round out the top spots. Amoskeag Beverages and Appleseed have a great working relationship, as the Fentons were quick to point out to Their newest venture is Fenton’s Landing, Heady Times. “Our popular ‘Mug Club’, live music and promotions help which is coming to Sunapee Harbor town draw in thirsty patrons looking for a fun evening out,” says Fenton. docks in mid-May. Fenton’s Landing will feature breakfast, lunch and dinner for As if running a successful year-round restaurant isn’t enough to keep this dine-in or take, as well as groceries, beer family busy, the Fenton’s also own and operate two cruise boats, the and wine. Nearly 39 years have passed since Pete and Mary Beth opened their restaurant, but their passion for the business has not faded. Whether savoring a drink and an appetizer on the deck overlooking the lake, or enjoying an award-winning Sunday brunch, customers of the Appleseed will enjoy a relaxing atmosphere and great company.

4 HeadyTimes v.16 www.amoskeagbeverages.com NewPRODUCTS Truly Spiked & Sparkling Samuel Adams New from The Boston Beer Rebel Rouser Draught Co., Truly Spiked & Sparkling Previously available in 12 oz. bottles only, beverages are just 100 Rebel Rouser Double IPA is now available calories and 2 grams of on draught! Intense and flavorful, this carbs per serving, gluten- bold and unapologetically hoppy double free and made with simple IPA packs a punch, but it’s one of flavor ingredients – no artificial over pure bitterness. The aroma and flavors or sweeteners. This flavor come from the combination of large isn’t the sparkling water hop doses in the kettle and dry hopping you grew up drinking – Truly (totaling over 5lbs. per barrel). What Spiked & Sparkling takes a shines through are bright hop flavors of timeless classic and gives it a modern, grown-up, spiked pine, citrus, floral and spice, accented by twist with a touch of fruit. Truly also offers convenience pale malts and alcohol strength for a big, and ease, it’s ready to drink right from the bottle, flavorful brew.ABV: 8.4% perfect for active and social drinkers looking for a light, Availability: Now, refreshing alternative to wine and cocktails. Truly Spiked year‑round & Sparkling is available in three styles:

Colima Lime Some of the world’s best limes are grown in Colima, a small state on the Pacific Coast of Saranac Cold Brew Mexico. That’s why they are Coffee Lager used to make Truly Spiked & Cold brew coffee is brewed cold (as Sparkling Colima Lime. The opposed to being brewed hot and then flavor is slightly tart with a crisp, iced). As a result of this process, different but subtle sweetness. ABV: 5% flavors are leached from the coffee Package: 12 oz. bottles only Availability: Now, beans, creating a different chemical year-round profile. Most notably, cold brewed coffee is less acidic. A lower acidity coffee Pomegranate + a lower acidity beer (lager) Pomegranates are known for their = an easy drinking flavor juicy sweetness, complemented profile. Craft beer by a slight tart flavor. Truly Spiked enthusiasts will be impressed & Sparkling Pomegranate is clean, by the delicate balance of crisp and refreshing with flavors in this beer, while the a hint of this juicy craft novice will be impressed by super fruit. ABV: 5% the smoothness and drinkability. Package: 12 oz. ABV: 5.2% Package: 12 oz. cans only bottles only Availability: Year-round, beginning in June Availability: Now, year-round Henry’s Grapefruit & Pomelo Hard Cherry Cola Truly Grapefruit & Pomelo has a fresh Made with real cane sugar, aroma of citrus on the nose, followed Henry’s Hard Cherry Cola boasts by tart and tangy notes. Pomelo, a a refreshing balance of cola lesser-known citrus fruit, contributes and cherry flavors.ABV: 4.2% an undercurrent of sweetness to Package: 12 oz. bottles only balance the grapefruit. ABV: 5% Availability: Year-round, beginning Package: 12 oz. bottles in August only Availability: Now, year-round

www.amoskeagbeverages.com HeadyTimes v.16 5 NewPRODUCTS SeasonalSELECTIONS Stone Brewing Co. and Arrogant Bastard Brewing Cans When Demand Exceeds Supply Many of our craft seasonal and specialty releases are Arrogant Bastard Ale available in limited quantities. Breweries only produce a This is an aggressive beer. Since the certain amount of their specialty beers and Amoskeag very beginning, this beer has reveled in does all they can to get as much product as possible. In its unprecedented and uncompromising addition, this magazine is compiled months prior to the celebration of intensity. There have decision made by the brewery to allocate their products been many nods to Arrogant Bastard to the wholesaler. Variations in production for some of Ale – even outright attempts to copy these limited release offerings will fluctuate, resulting in it – but only Arrogant Bastard embodies lower quantities than anticipated. If you are interested the true nature of Liquid Arrogance! in something you see in this publication and it is out of ABV: 7.2% Package: 16 oz. cans stock when you place your order, please contact your Availability: Now, year-round Amoskeag Beverages sales representative to discuss a similar product. Stone IPA The IPA that launched generations Leinenkugel’s Summer Shandy of hop fanatics, this crisp, extra Leinenkugel’s own unique take hoppy brew is hugely refreshing on on Franz Kugler’s original a hot day, but will always deliver no Munich tavern tradition, matter when you choose to drink it. Leinenkugel’s Summer Shandy ABV: 6.9% Package: 12 oz. cans is a traditional weiss beer with Availability: Year-round, beginning refreshing natural lemonade in May flavor. It’s fresh-squeezed Stone Go To IPA Wisconsin-brewed beer. A perfect beer for warm weather, A vibrant hop-bursted session IPA, Summer Shandy was a past Silver medal Stone Go To is an alpha-acid-rich beer winner at the Great American Beer Festival in the Fruit that fans can enjoy without missing out Wheat Beer category. ABV: 4.2% Packages: 12 oz. on the assertive hop character they bottles, 12 and 16 oz. cans and draught. crave. ABV: 4.5% Package: 16 oz. Availability: Now! cans Availability: Year-round, beginning in June Leinenkugel’s Summer Shandy Can Sampler Leinenkugel’s Summer Shandy Can Sampler is perfect for summer activities. The 12 pack comes with three cans each of: Summer (Lemonade) Shandy, Ginger Shandy, Grapefruit Shandy and new Watermelon Shandy. Availability: Now! Two Roads Bergamonster Two Roads is moving one of their large format “Road Less Traveled” Narragansett beers into 12 oz. bottles and cans 1975 Lager Retro Jaws Cans this summer. Bergamonster, a wheat ale made with fresh bergamot Again this year, Narragansett Lager will orange, utilizes a Belgian yeast strain be available in the retro Jaws cans (12 and will be a refreshing companion and 30 packs) throughout the summer! to the dog days of summer. ABV: 7% Famously crushed by Captain Quint in Packages: 12 oz. bottles and cans everyone’s favorite shark-infested thriller, Availability: July these cans are loved by all. Crush it like Quint all summer long! Availability: Now! 6 HeadyTimes v.16 www.amoskeagbeverages.com SeasonalSELECTIONS Sebago Whistle Punk Double IPA Harpoon Hibiscus Cider Big juicy American hops burst from this Harpoon Hibiscus Cider was double IPA. Whistle Punk has an abundance originally brewed by Harpooners, of tropical fruit, citrus and pine aroma from Julia Falk, Cait Kelliher, Jordan the great hop blend. So, if you’re looking for McMillan, Carolyn Orth and something a little beyond the typical… try Rich Eyring for the brewery’s a Sebago Whistle Punk Double IPA, it’s a annual employee brewing winner! ABV: 8.2% Packages: 16 oz. cans competition. It was agreed and draught Availability: Now! (instantly and unanimously) that it should be shared Sebago Simmer Down beyond the brewery walls as their summer seasonal cider. Hibiscus Simmer Down is a beautiful golden ale flowers give this cider its festive, designed for enjoying the long, easy days of effervescent deep pink hue, as well as a summer. Boldly aromatic hop notes of mango floral tartness that complements the sweetness from the and tropical fruit follow through to the end freshly pressed apples. ABV: 4.8% Packages: 12 oz. with a clean, crisp finish. Summer is now in bottles and draught Availability: May session! ABV: 4.9% Packages: 12 oz. cans and draught Availability: Now! Harpoon Ale 2016 It all started with friendship and Switchback Citra-Pils a shared love of beer. The only Citra-Pils is Switchback’s special thing missing was a choice of “twist” on the classic pilsner. After a quality beers. So three friends traditional six week lagering process, took it into their own hands, this beer is dry-hopped with a hop hired a brewer, and after many blend that includes Citra. The bright, practice batches, brewed the lemony citrus notes of the Citra beer they wanted to drink. The hops complement the noble Saaz amber ale was deeper in color, character perfectly, yielding a delightfully fuller in flavor, higher in quality, refreshing pilsner with a decidedly nontraditional twist. and nothing like anyone in Boston had tasted. That ABV: 5.1% Packages: 22 oz. bottles and draught was 30 years ago. Things have changed quite a bit Availability: Now! since then, but some things remain the same: quality matters and being passionate about the beer you Switchback Extra Pale Ale drink matters. But above all, to Harpoon, being able to share great beer with friends matters most. The This hop-forward pale ale employs brewery is celebrating 30 years of brewing with Harpoon an abundant use of Centennial, Ale! Harpoon’s proprietary yeast strain produces a Chinook and Cascade whole cone signature fruity aroma, which is noticeable up front. The hops allowing Switchback brewers to malt combination adds a delicate caramel note and the selectively pull lively aromas from the malty, fruity character is nicely balanced by a mild hop hops through a brief steeping at the bitterness. Harpoon Ale has a smooth, medium body end of the boil as well as dry-hopping during cellaring. with a crisp finish.ABV: 5% Packages: 12 oz. bottles This beer is all about the glorious aromas and flavors and draught Availability: June of these hops. ABV: 4.8% Packages: 12 and 22 oz. bottles and draught Availability: July Woodchuck Out on a Limb Great North Aleworks June and Juice Summer Variety Pack June and Juice is made with steeped, fresh juniper berries added to a small batch hard GNA’s Summer Variety twelve pack contains cider. With a fresh botanical aroma, this three cans each of their year-round offerings: hard cider lets you enjoy a semi-sweet fresh IPA, Robust Vanilla Porter and Smokin’ as apple taste with notes of juniper and citrus. well as three cans of their current seasonal, ABV: 5.5% Package: 12 oz. bottle only Tie Dyed Summer Ale. This crowd-pleasing Availability: Now! party pack is perfect for your summer festivities. Availability: Now! www.amoskeagbeverages.com HeadyTimes v.16 7 SeasonalSELECTIONS Brooklyn Summer Ale Allagash Fluxus 2016 Summer in Brooklyn is full of possibilities, Allagash Brewing Company brews its Fluxus beer so you’ve got to be ready to follow your (a different recipe every year) to commemorate impulses. From beaches and barbecues, the anniversary of their first beer sold in to stoops and rooftops, any given day can July 1995. The name Fluxus is Latin for turn into an odyssey that stretches on continuous change. This year’s recipe was through the night. Brooklyn Summer Ale developed as part of the brewery’s pilot is a refreshing, flavorful pale ale made to program that enables every employee to accompany you on all your warm weather develop their own beer ideas. Fluxus 2016 is adventures. 100% British 2-row barley brewed with 2-row barley base malt, malted brings its famed bready flavors, capped off with German rye, and malted wheat, then hopped with and American hops to provide a snappy, clean bitterness noble hops before fresh ginger root is added and bright floral aroma. Pair this one with feta cheese, in the whirlpool. Following fermentation, the fresh salads, seafood or anything grilled. ABV: 5% beer is partially aged in oak gin barrels previously used Packages: 12 oz. bottles and cans Availability: Now! for Barr Hill Tom Cat Gin. The result is a highly aromatic saison with overtones of ginger and botanicals, with a hint of vanilla in the flavor, and a tannic, vibrant finish. Woodstock Inn Lemon Since 2007, a portion of the proceeds from the sale Blueberry Pale Ale of Allagash Fluxus has been donated to a scholarship fund for pediatric nurses at the Barbara Bush Children’s Lemon Blueberry Pale Ale is a light and Hospital in Maine. ABV: 7.7% Packages: 750 ml cork refreshing summer pale ale. Flavored and caged bottles and draught Availability: July with blueberry and lemons this beer tastes like blueberry and smells like lemons. Light, crisp, refreshing and Moat Mountain Kearsarge Kölsch hopped with Saaz and Cascade hops. ABV: 4.4% Package: 12 oz. bottles only Kölsch is the local specialty beer of Availability: Now! Cologne (Köln), Germany. As defined by the brewers of Cologne, Kölsch is “a light, Woodstock Inn Summer Brew highly attenuated, hop-accented, clear top- fermenting” beer. The German ale yeast Summer Brew is a light, crisp, used is unusual for a beer that is fermented crushable, refreshing beer that pairs well with like a lager. The cold temperatures give any outdoor activity. This year, Woodstock the style a dry quality, while the ale yeast added Citra hops as a late addition to the contributes some broad, fruity and bread- boil, creating pineapple and citrus tones like aromas and flavors not normally found with slight pine characteristics. ABV: 3.4% in lagers. Moat’s seasonal brew is very Packages: 12 oz. cans and draught clean, crisp and delicately balanced with a Availability: Now! modest amount of Noble European hops. ABV: 4.9% Packages: 16 oz. cans and draught Availability: Now! Ommegang Fleur de Houblon Moat Mountain Hoffman Weiss Ommegang’s summer ale, Fleur de Houblon is Pronounced “Vice,” this is an eccentric, hopped to perfection with whole cone hop flowers. old-fashioned Bavarian-style wheat beer. This New York crafted summer ale is brewed to bring This top-fermenting ale was one of Moat’s the many elements of summer into a refreshing and first brews at their brewpub in 2000. easy-to-drink Belgian-style ale. Fleur de Houblon Traditionally unfiltered, this beer delivers has a rich, gold color with distinct floral hops in aromas and flavors of banana and clove the aroma that follow through in the taste. Whole with notes of coriander and white pepper. cone Bravo hops are used to impart their earthy, Moat promises, no bananas were harmed fruity and floral aromas and flavors. The body and while brewing this beer! There is a subtle flavor are clean and dry with pleasing complexity tartness in the background and a slight and spicy notes from both primary and secondary twang from the malted wheat. It is low in fermentation with a unique Ommegang house bitterness, yet big on flavor, all derived from yeast. ABV: 6.8% Packages: 12 oz. bottles and the unique yeast strain. Some enjoy this ale served with draught Availability: June a lemon slice while quenching their thirst. ABV: 5.4% Packages: 16 oz. cans and draught Availability: July 8 HeadyTimes v.16 www.amoskeagbeverages.com Programs

Coors Light Football For college football fans and their Light rewards program, which offers impactful thematic and alliance- teams, every Saturday is a mountain StubHub ticket giveaways along with focused creative pieces. of anticipation. This summer and other great prizes for consumers. For the StubHub ticket giveaway, fall, Coors Light will celebrate the The program, although driven by consumers will enter unique codes kickoff of the 2016 college football college football, will also cater to found inside 12-packs of Coors Light season and the rivalries that make NFL fans and the NFL season. The for a chance to win tickets to local the game great, along with the climb 360-degree program will feature sporting events, national StubHub gift to the playoffs. on and off-premise retail tools, a cards and a national sweepstakes This program will focus on the key rewards program through 12-packs, which includes a grand prize for tailgating occasion and support digital content, print content, out of the winner and three friends to football fans by providing unique home and experiential and rewards attend the college football National experiences through the Coors packaging, all of which will feature Championship game.

Blue Moon Turns 21 To celebrate its 21st birthday this summer, Blue Moon is on a mission to get consumers’ nights started right. On the 21st hour (9PM), beer lovers will be able to participate in a new happy hour and enjoy Blue Moon specials. Blue Moon over indexes at 9PM vs. any other hour of the day and is by far the #1 volume and velocity craft beer at that time This on-premise program can be activated on any night in June or July, with a larger event occurring on July 21st. The initiative will encourage consumers to post photos of their #21stHour experiences to Blue Moon social media pages. The program will feature on-premise tools to support event activations and kits that include activation ideas for sell-in support.

www.amoskeagbeverages.com HeadyTimes v.16 9 Programs

Love Beer. Love Life. All Summer Long with Harpoon The summer is here and that means it’s time to turn up the music, light the charcoal, dust off the Squeeze the Most Out of cooler and round up your friends. This summer, Summer with UFO Harpoon is offering two brand new beers to love: the seasonal mango ale, Camp Wanamango Harpoon wants to know how UFO fans squeeze and their new year-round golden ale, Sweet the most out of summer, so they’re coming to Spot. Plus, they’re going to help consumers find out! This summer, they will be hitting the celebrate the warmer months with great tips and road and making stops in select markets to talk ideas from their summer-loving partners, Tivoli, to UFO drinkers about how they make the most Kayem, Sweet Baby Ray’s and more. Fans are of the summer months. Visit ufobeer.com to find invited to visit lovebeer.lovelife.com for recipes, out where the special events are being held. playlists and more ways to make their summers great. Love Beer. Love Life. with Harpoon all summer long!

Toast Our Troops with Shiner Shiner is proud to announce the return of their Toast Our Troops promotion in 2016! Each year, Shiner partners with The Boot Campaign, a grassroots initiative started in 2009 by five Texas women now known as the “Boot Girls.” The Boot Campaign raises money for our military veterans by selling the same boots worn by many of our soldiers. Every pair of boots sold at bootcampaign.org funds programs that meet the physical and emotional needs of our returning troops. Job placement, physical therapy and PTSD counseling are just some of the programs that the Boot Campaign supports. Since 2011, Shiner has raised over $625,000 for the Boot Campaign, and they are committed to making 2016 a record-breaking fundraising year. This goal can only be achieved with your participation and support. Shiner Beers will donate $0.50 for every case sold of the specially marked Toast Our Troops 12 pack Shiner Bock cans. With fundraising efforts in your local markets, we can make 2016 our biggest year yet. Newly designed Toast our Troops themed POS, and boot donation tear pads (with UPC code included) are available for order, so you can host your own fundraising efforts to support the Boot Campaign and our veterans. Ask your Shiner sales manager for details.

10 HeadyTimes v.16 www.amoskeagbeverages.com Programs

Samuel Adams Pour One Forward This summer, Samuel Adams is pouring it forward with their program that salutes our friends in the military. Drinkers will be able to write a note of thanks on a Pour One Forward postcard which any current or former military hero can retrieve and exchange for a freshly poured Boston Lager! In addition, drinkers will be asked to post a photo with #PourOneForward on Facebook, Twitter, and/or Instagram. For every public post with that hashtag, Samuel Adams will donate $1 to American Dream U, a national nonprofit that teaches skills and connects soldiers with resources to start their own businesses or find their dream jobs.

Kenny Chesney Kicks Off His Spread the Love Tour with Corona Light Country’s biggest star teams up with the nation’s No. 1 For the second year in a row, Corona Light is giving light import for their 7th concert tour. consumers the chance to win a one-of-a-kind, intimate Kenny Chesney experience at an exclusive concert on Country music and The Light Cerveza – what’s not to November 5th at the Fillmore in Miami, complete with love? On Saturday April 23rd Kenny Chesney kicked off airfare and hotel accommodations. Fans can follow his Spread the Love Tour at the Jordan-Hare Stadium in @CoronaLightUSA on Instagram and post their fan photo Auburn, Alabama. On August 27th, Kenny will bring his with #CoronaLightSweepstakes for a chance to win. For tour to Foxboro’s Gillette Stadium, marking his seventh complete and official rules, visit CoronaLightRules.dja.com. tour with Corona Light – the nation’s No. 1 imported light beer. Taking his music to the fans for 40 dates, including 14 stadium shows, Chesney is happy to team with Corona Light again. “Some things just work,” says Chesney, an 8-time Country Music Association and Academy of Country Music Entertainer of the Year. “For myself and the No Shoes Nation, good friends and a cold Corona Light make for good times and great memories.” The man The Wall Street Journal crowned “The King of the Road” has invited dozens of country’s hottest stars to join him on tour, including Keith Urban, Luke Bryan and Eric Church. For the Spread the Love tour, 7-time Female Vocalist of the Year Miranda Lambert and Sam Hunt are all a part of this year’s stadium lineup – and ACM Best New Group Old Dominion appear on every show. After hundreds of concerts in countless cities, one thing remains constant on Chesney’s tours: Corona Light. “Kenny, the No Shoes Nation and the Spread the Love tour is what Corona Light and living ‘light cerveza’ is all about,” says Jim Sabia Chief Marketing Officer for Constellation Brands Beer Division. “Being down to earth, free-spirited, but also working hard and enjoying great times with friends and family along the way. Kenny brings that attitude to each and every performance. And it’s that vibe and atmosphere he creates that has made his concerts’ attendance record-breaking year after year. We’re proud to continue to be a part of that special experience for the Spread the Love Tour.” www.amoskeagbeverages.com HeadyTimes v.16 11 RetailEDGE Corporate Social Responsibility By George Latella

In the last issue we discussed the importance of Category Management. In other words, making sure you have the right products, at the right price, at the right time, in the right location. All of the suppliers/brewers in this publication want YOU to carry their products. Besides the 4 P’s of Marketing (Product, Price, Promotion, Place) you also need to consider how your suppliers run their business. With the transparent society we have today, thanks to cell phones and social media, everything that companies do and say is public and immediate. • Do you know anything about the companies that supply your products and services? You may have heard of Corporate Social Responsibility or CSR. This topic basically revolves around societal, • What are their company values? Do they align with economic and financial variables and how they impact yours? stakeholders. Whether you are a private or public • Do they have an ethical code of conduct that tells you company, your customers expect you to act in a certain how they run their business? way with regard to your stakeholders. • How do they treat their employees, vendors, Stakeholders include everyone from the owners/shareholders, communities? employees, suppliers, customers, neighbors, communities and municipalities to those people around the world who • Where are their products made? If they source their raw are affected by all those listed. How these stakeholders materials from other countries, what are the working view your company/brand is critical to your long term conditions and wages for the people that work there? success. If they are happy, they will support you. If they Do you know what “Free Trade” and “Fair Trade” are? are not, they will let you and the world know how they We take many of the things we have in the U.S. for feel. Think of how much technology and social media granted (food, shelter, security), but many of the people have influenced how we make decisions every day that help provide products for U.S. consumers are living as consumers. and working in substandard conditions and not earning a living wage. All companies have responsibilities towards a range of people who have a ‘stake’ in what that company does. • What is the impact on the environment? Many of the Certainly, different groups of stakeholders will place a products you sell come from natural resources. What different emphasis on what they expect from the company is the process of getting things from nature through with regard to balancing the social, economic and processing and ultimately to the end consumer? financial issues. And in most cases, there will always be Whether you run an on-premise or an off-premise some stakeholders that have a louder “voice” than others. establishment, all of these things impact your business. Some things you need to consider are: You need to make sure that you understand how you • Whether you have them in writing or not, everyone has impact your stakeholders and adjust your supply chain a set of values that they have developed and follow. operations and marketing programs accordingly. If you If someone asked you what your company values are, take a stakeholder view of your business it will positively could you answer? impact your bottom line!

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.

12 HeadyTimes v.16 www.amoskeagbeverages.com The BeerGUY When Life Hands You Lemons, Make a Great Beer! By Steve Hawk This time of year Another way of achieving citrus flavor brings me back is to actually add fresh fruit juices to to my childhood, lighter styles of beer. Beer cocktails Fortunately for when standing like Radlers and Shandys are low- on the sidewalk alcohol blends of fruit juice and selling lemonade beer that are real thirst quenchers. us grownups, the to my neighbors Traveler Grapefruit Shandy, for seemed like a example, is a delicious wheat beer great entrepreneurial enterprise. combined with real grapefruit. desire for citrus can Little did I know, I was tapping into a Victory Brewing Company makes natural summer inclination – finding a zesty, citrusy brew called Cage be satisfied with that perfect citrus beverage to Radler and Sam Adams Porch quench one’s thirst. Rocker, a Helles beer infused with lemon, has a fresh-squeezed lemon Fortunately for us grownups, the many beer options. taste, effervescent sweetness and a desire for citrus can be satisfied with slightly tart, refreshing finish. many beer options. Everyone from Everyone from beer beer novices to serious beer drinkers A local bar that is capitalizing on will find a variation of a citrus beer this trend is 8one5 in downtown that is perfect for them. Manchester. Seeing the popularity novices to serious of Shandys, Radlers and fruit beers, The most basic example of citrus they have been inspired to find flavored beers are those made with beer drinkers will find homemade recipes where they can yeast strains, hop varieties or other add fruit juice to any draught offering. ingredients that naturally impart 8one5 invested in a juice press citrus characteristics. Examples of a variation of a citrus and began purchasing a variety of these are the citrus flavor of a hoppy fresh fruits, including blood oranges, IPA like Two Roads Road 2 Ruin or tangerines, lemons and grapefruits. beer that is a Belgian Wit, such as Cisco Grey Not only are customers able to Lady Ale that gets some of its spicy drink a freshly made Shandy of their and fruity flavors from the use of perfect for them. choice, but they can get creative in Belgian yeast. how they combine these flavors. All Fruit itself has also become a in all a great summer choice! recognized tool in a brewers’ bag of tricks, as it can be added throughout the brewing process to many styles of beer. Some of the newest fruit- infused beers today include Blue Moon Belgian Table Pils brewed with mandarin orange peel and Harpoon Camp Wannamango, a pale ale made with mango.

www.amoskeagbeverages.com HeadyTimes v.16 13 510 Hall Street Bow, NH 03304-3105

Red Bull Invites Boston to Take Off Red Bull has announced that it is bringing its flagship Amoskeag is excited to announce that they will participate “Flugtag” event to Boston on August 20th for the first time in the event as team, Live Free or Fly. in the event’s 25-year history! “When it comes to building a craft, there are no limits on Flugtag (“Flying Day” in German), challenges daredevils to creativity,” the Flugtag website says. “Past applicants have construct a large, human-powered vehicle, and then step drawn inspiration from food, pop-culture, sports, music, inside it before launching off a 28-foot-high platform. The technology, mythology, and heck, even farm animals.” idea is to reach maximum distance, while also impressing Teams are judged on flight distance, originality, and a crowd of spectators with a uniquely-built flying machine. showmanship. The Flugtag record to date is a flight of 258 On August 20th, competitors will take the plunge into the feet… let’s aim for 259, Boston! Charles River, right next to the Hatch Shell.