Blue Moon Brewing Co

Spring 2018 | V.23 AMOSKEAG BEVERAGES

KEITH VILLA BLUE MOON BREWING CO.

Delivering Excellence Seasonals Rethinking Retail New Products Programs STONY CREEK BREWERY | SPRING SELECTIONS | PLAN YOUR WORK AND WORK YOUR PLAN Letter toTHE TRADE Welcome to the World of Beer 2018 In This S YOU KNOW, THE BEST WAY to delight your customers and ISSUE A maximize profits in the beer business is to stay ahead of the curve. Consumers want what they want, when they want it and in the format that suits Delivering the the occasion. Through our emails, website Taste of Excellence ��1 and Heady Times content, we do our best to keep you informed. But nothing cuts Cover Story ��2 through the clutter like a check list. So we peered into beer’s “crystal growler” for �� a list of six trends you should expect to Brewer Highlight 4 see in 2018. River Hill Market ��5 Canning The market is beginning to see a shift from bottles to cans. Cans make beer more portable, they increase freshness and give breweries more space Lab ’n Lager for design and advertising. Check out page 9 to read about Woodstock Inn Food & Spirits ��6 Brewery’s transition to cans. IPAs aren’t going away New Products ��7 Americans love bold flavors and brewers continue to create IPA styles that consumers can’t resist. From fruity IPAs like Stony Creek Ruffled Feathers or Great Rhythm Tropical Haze, to hoppy Smuttynose Finestkind and on to hazy, Seasonal Selections ��9 luscious Sam Adams New England IPA, there’s plenty to be discovered. Sessionable beers with great flavor Available Year-Round Reflecting the cocktail trend, these beers, like Dogfish Head SeaQuench Ale, Perfect for the Season �� 14 Neighborhood Hallowed Hammock Blonde Ale and Two Roads Lil’ Heaven are low in alcohol and not too sweet, so you can enjoy several, when drinking time is “in session”. Programs �� 15 The return of lagers It’s tough to make a great lager, but the best brewers can’t resist a challenge. Rethinking Retail �� 21 Try these innovative, best-in-class examples: Samuel Adams American Craft Lagers Variety Pack and Moat Czech Pilsner if you’re looking for a tasty lager. A rosé by any other name Loved by men and women alike, the U.S. is now the world’s second biggest market for rosé. Angry Orchard Rosé Hard Cider, made with hibiscus and rare, red-fleshed apples from France, has a floral aroma balanced by refreshing, light tannins found in the best semi-dry wines. Nauti Rosé and Crispin Rosé are also big on the rosé scene. Innovation Leave it to Boston Beer founder Jim Koch to create a totally new beer style. Sam ’76 is the first beer to be made with both ale and lager yeast. Beer writer Lew Bryson says the liquid “drinks smooth and slippery like a cellaraged lager, but with the round body of an ale.” Amoskeag Beverages understands that the retail business is a competitive and fast-paced one in which quality products, impeccable service and timeliness matter greatly. We strive to offer all of these to our customers every day. Thanks for making Amoskeag your partner in the beer business.

Heady Times is published four times a year, courtesy Tom Bullock Ed Murphy of Amoskeag Beverages. Chairman of the Board President DeliveringTHE TASTE OF EXCELLENCE Find Out More About Amoskeag’s Employees Chelsea Moores Craft Beer Sales Administrative Assistant How long have you been with Amoskeag Beverages? I started last July. What is a typical day like at Amoskeag for you? My days never look the same and that’s what I love about my job! I could be getting a beer order ready for a brew festival or working on presentations for our current craft suppliers. I do lots of reporting and special projects which keeps things interesting. What was your first job? When I was 15 years-old I scooped ice cream at a shop in the Concord Mall. What’s your biggest pet peeve? Oh boy, that’s a good question. If you could be anywhere enjoying a This may sound weird but I can’t stand the sound plastic bags make cold beer right now, where would you when they’re blowing around. When I have groceries in the car and my be? Now this is an easy question. I’d be in windows are rolled down and the plastic bags start crinkling – I hate it! Nashville, on Broadway, listening to some Do I sound crazy? live music with a Great North Aleworks RVP.

Todd Bulliner Night Warehouse Order Picker How long have you been with Amoskeag Beverages? I can’t believe it’s going on 4 years. What do you like most about your job and what does it entail? I work a 4 day work week which gives me a 3 day weekend. You can’t get any better than that! My job responsibilities are picking the orders and loading them on trucks for delivery. What was your first job? My very first job was a bagger at a grocery store. What’s your biggest pet peeve? I really have a hard time with people that have no respect for others. We all need to show common courtesy to the people around us. If you could be anywhere enjoying a cold drink right now, where would you be? After this snowy winter we’ve had in New Hampshire, I’d say my dream vacation would be in the warm sunshine of the Caribbean. I’d be drinking a cold Yellow Red Bull on the beach.

Look Who Retired Amoskeag sends our very best wishes for a happy retirement to Bruce Waldo (Tel-Sell/Sales) and Chuck Carter (driver), who were both employed at Amoskeag for 29 years, as well as Bryan McFarland (Area Sales Manager), who was with Amoskeag for 22 years! Congratulations on jobs well done and a retirement well deserved, you will be missed!

www.amoskeagbeverages.com HeadyTimes v.23 1 CoverSTORY Blue Moon A-Rising In 2017, sales of Blue Moon Belgian White, the country’s largest craft brand, were up 9% according to I.R.I. Now, as the brand’s newest release Blue Moon Mango Wheat begins its ascent, some say it has the star power to “eclipse” the original. HOOSING WHICH BEERS WILL DELIGHT YOUR CUSTOMERS AND aromatic beer, while vacationing in drive sales can be a difficult and confusing task nowadays. Beer Scandinavia. One day as he passed by an Cstyles and releases have never been more varied or outrageous. artisanal bakery, the smell of freshly baked Beer drinkers are more adventurous and more finicky than ever before. bread with cardamom filled the air. That And there is an endless stream of new beers and breweries popping up scent inspired Keith to brew a beer with every day. With our business changing at breakneck speed, it’s hard to fresh apricots and a touch of cardamom.” remember how this all got started – not to mention the trailblazing beers Next up is their Summer Honey Wheat, that were there at the beginning and continue to drive volume today. which is crafted with clover honey and orange peel for a truly refreshing taste. Once in a Blue Moon New Year, New Look One such beer appeared in 1995. After receiving his PhD in brewing at a prestigious Belgian school, master brewer Keith Villa returned to A good brewery doesn’t just innovate by Denver’s Sandlot Brewery located in Coors Field, home of the Colorado brewing new beers, a good brewery looks at Rockies, and dreamed up the Belgian-style wheat ale that would end every aspect of their business with an eye up taking America by storm: Blue Moon. “At that time, drinkers weren’t for reinvention – and that’s exactly what necessarily used to seeing a hazy beer, much less one garnished with an Blue Moon did for its packaging in 2018. orange,” explains Cris Rivera, Blue Moon’s National Craft Director. “But, “Packaging evolutions allow Blue Moon to once they tried it and realized it was not only refreshing, but sessionable play in more occasions and offer additional and delicious, people became more open-minded to trying other unique value to our drinkers,” says Rivera. Cans styles of beer.” have become the format of choice for younger drinkers. So this year, Blue Moon By today’s standards, Villa’s Blue Moon Belgian White is thought of as will replace the 12-pack can package a “gateway beer” – one that helps drinkers transition from approachable with a 15-pack. “We’ll be launching the domestics like Coors Light to the world of craft, where IBUs and exotic 15-pack cans just in time for summertime hops reign supreme. But at the time, this craft brewer’s recipe was truly get‑togethers.” revolutionary. “Blue Moon opened American drinkers’ minds to what was possible when it came to great tasting beer, allowing them to accept Reaching a Diverse Audience twists to what was, up to that point, considered ‘normal’,” says Rivera. Blue Moon is also well positioned to combat More than 20 years later, the creative brewers at Blue Moon continue to a growing concern in the beer industry – deliver on their mission to brew interesting, sessionable, American wheat younger drinkers veering away from beer beers, like Mango Wheat. as their number one beverage of choice. Villa and his team will leverage their light, Blue Moon Mango Wheat Lands a GABF Silver Medal refreshing wheat beer portfolio to bring those After experimenting with limited releases and seasonal offerings for drinkers back to beer. “We’re excited to reach several years (Cappuccino Stout, Belgian Table Pils, White IPA) the folks spirits drinkers with a new and inventive at Blue Moon decided to focus on what they do best… making flat-out mixology program,” says Rivera. “Nationally, stellar wheat beers. And wouldn’t you know it? They hit a homerun. “Our we’ll be introducing four Blue Moon cocktail Mango Wheat earned a silver medal at the Great American Beer Festival recipes to get people thinking a little and was a huge hit at the brewery,” says Rivera. “So we knew our fans differently about our beer and cocktails.” across the country would love it too.” Following the success of Mango Wheat, now available year-round, the team at Blue Moon conjured up another outstanding beer with their winter seasonal Blue Moon Pacific Apricot Wheat. As with his original recipe, Villa got the inspiration for this new beer while traveling abroad. Rivera explains, “He got the idea for this refreshing,

2 HeadyTimes v.23 www.amoskeagbeverages.com CoverSTORY And as luck would have it, 2018 will also Blue Moon: Selling the Portfolio provide a once-in-a-blue-moon marketing opportunity. “Believe it or not, in 2018 Like any dynamic brewery, Blue Moon’s portfolio is there are not one, but two blue moons in always in flux – new beers, new packages and new one calendar year, which is extremely rare,” additions to their core lineup. Check out what’s on says Rivera. The first happened January 31st the docket for 2018. and the second will happen in late March. Blue Moon celebrates these lunar events Year-round Releases with a program called “Double Blue Moon” Belgian White featuring themed Snapchat filters and other interactive elements still in development. Mango Wheat Remaining True To Their Craft Roots Share Pack Variety While there is no doubt Blue Moon is a global player in the beer game, they still New Packages find ways to keep that crafty mindset that Belgian White 24 oz. Cans led to their groundbreaking Belgian-style wheat ale back in 1995. Just last year, Belgian White 15-pack Cans they opened a brand new brewery and restaurant in Denver’s River North Art Brewer’s Select Seasonals District (also known as RiNo). “We like to say that our RiNo brewery is our dedicated Summer Honey Wheat canvas for creating, testing and enjoying Harvest Pumpkin Wheat new Blue Moon beers,” adds Rivera. Pacific Apricot Wheat The new brewpub harkens back to the scrappy, innovative attitude that put Blue Moon on the map. This 20-barrel brewhouse is where Blue Moon develops their experimental, super-limited batches you won’t find anywhere else – well, unless it happens to be a huge hit with the locals. “Mango Wheat got its start at RiNo,” Rivera says. “People loved it, so we released it nationally. Our new brewery is a great place for us to allow fans to sample new beers and determine what specialties we might offer nationally.” With more than 24 one-of-a-kind beers rotating on and off their RiNo taps at any given time, and with runaway hits like Mango Wheat and Pacific Apricot Wheat, you can bet that Blue Moon will have more surprises in store for their fans down the line. “Over the years, we’ve delivered on our mission to innovate and brew the absolute best wheat beers for our fans, and there’s still so much more we’re excited to explore.” Keith Villa has recently retired to spend time with his family and pursue new Did You Know? endeavors which include plans to launch First brewed at the Sandlot Brewery in Coors Field “a couple of new breweries dedicated to Baseball Stadium, Blue Moon Belgian White’s original the ultra-high end, and beers brewed with name was Belly Slide Belgian White. exploratory, cutting edge ingredients.” Stay tuned for more information.

www.amoskeagbeverages.com HeadyTimes v.23 3 BrewerHIGHLIGHT Jamal Robinson of Stony Creek Brewery HE FOLKS AT STONY CREEK BREWERY BELIEVE NOW IS THE TIME for craft beer in Connecticut. The brewery’s small, ambitious team T is doing their part to make creative, high-quality beers that inspire people across the region. Stony Creek’s modern brewery, which overlooks the Branford River, is a sight to be seen. With a stunning indoor/outdoor taproom, game areas, dock access and an open view of their canning and bottling lines, it’s quite impressive. Visitors are welcome to tour the brewery on Saturdays and Sundays at 2pm and 4pm. The tours are $5.00 and include a sampling. Heady Times caught up with Director of Sales Jamal Robinson, who shared 10 things you need to know about Stony Creek Brewery: 1. Founders, Peggy and Ed Crowley started construction of the brewery in May of 2014 and ten months later opened the doors to the public. The name Stony Creek comes from one of their favorite neighborhoods in Branford, Connecticut. 2. Brewmaster Andy Schwartz has spent more than two decades cultivating his own distinct style, resulting in the fusion of clean, bold and aggressive West Coast flavors with East Coast balance and drinkability. At Stony Creek Brewery, they call it… aggressively laid back beer. 3. Big Cranky, a bold, West Coast Double IPA, is the crankiest of Stony Creek’s IPAs and Amoskeag’s best seller. Big Cranky is made with 7 different hops that contribute a complex and juicy hop 7. RIPE ’n’ Cranky is the name of Stony character. Look out for Stony Joe Golden Mocha Stout, which is quickly Creek’s juice-infused series of IPAs. This moving up the ranks. series rotates three times a year. Passion Fruit Juice is up next! (see page 13 for 4. Big Cranky is named after the Great Blue Heron, which is the details.) brewery’s mascot. These birds may be pretty to look at, but they get a bit grouchy when disturbed. 8. At last year’s Great American Beer Festival, Stony Joe Golden Mocha Stout 5. This spring saw the debut of Ruffled Feathers, Stony Creek’s was awarded a bronze medal in the interpretation of a New England IPA. It has flavors of ripe mango, coffee beer category. bright citrus and stone fruit from a generous hopping of El Dorado, Azacca and Eureka hops, which give this surprisingly hazy IPA a 9. The brewery’s beautiful Celebration brilliant flavor. Double Ruffled Feathers and Crankenstein Hatchling Room is ready to host any event, from #3, part of the brewery’s experimental IPA series, will be available corporate meetings to weddings. This through Amoskeag in very limited quantities in April and May. space can hold up to 200 people. 6. Stony Creek has started a new tradition – a play on the classic 10. Stony Creek recently announced plans Sunday Funday, called Rinse & Repeat. Every Sunday, the brewery to open a brewpub at Foxwoods Resort features breakfast beers, beer cocktails, different food trucks, live & Casino this summer. (See back cover music and more! for more details.)

4 HeadyTimes v.23 www.amoskeagbeverages.com Off-PremiseSPOTLIGHT River Hill Market IVER HILL MARKET OFFERS THE BEST BEERS AND MEATS around. This family-owned market, located on Carter Hill Road in RConcord, has a beer selection that is constantly growing and an incredible in-house butcher, who serves up hand-cut meat and poultry, aged red meats and freshly ground chuck. Heady Times had the chance to sit down with Tom Thorne, who owns the store with his brother Chris, to see how River Hill Market continues to thrive. Heady Times (HT): River Hill Market is located on the outskirts of Concord. Tell me about your location and how you get folks into your store. Tom Thorne (TT): We are located in a great area along the banks of the Contoocook River, which in the summer brings in kayakers, canoers, people walking the trails and those out for a day of fishing. In the winter, Tom Thorne, co-owner of River Hill Market we attract snowmobilers, snowshoers and ice fishermen. Our Carter Hill Road location is on a commuter route on the Concord, Penacook and Webster town lines, so we are lucky to have people driving past us on their way to work. There are also new homes being built in the area, which is great. We also have a bunch of regulars who pop in to grab a cup of coffee, lunch or grocery items. I can’t say enough about our fantastic staff, who are very knowledgeable and understand that customer service is a top priority. I know they are part of the reason people keep coming back. HT: How would you describe your store? TT: River Hill Market is much more than a convenience store. We’re a rustic country market from days gone by. We’ve always been here to support local farmers and our neighbors, and we’ll always serve the community with integrity. We carry locally-sourced meats, farm-fresh groceries and canned goods. Our deli is top-notch and people love our homemade pizza. One thing that has really grown over the years is our beer selection. Folks are amazed to see our huge variety. We have 11 cooler doors full of beer as well as a large variety of crafts, domestics and imports that aren’t refrigerated. Since we have the space, I anticipate adding more cooler doors in the future. HT: How do you decide which beers to bring in? TT: I work closely with my sales representatives to get the new releases and any special requests for my customers. Amoskeag does a great job in this department. I find that our customers really enjoy browsing our beer section. And they love to “talk beer.” HT: Aside from more cooler doors, any future plans for River Hill Market? TT: Something we’ve been thinking about doing is offering beer pairings with some of our butcher cuts of meat. You can’t go wrong with a nice aged sirloin and a six pack of Sam Adams Summer to kick off the grilling season!

riverhillmarket.com • 189 Carter Hill Road, Concord • 603-753-9300

www.amoskeagbeverages.com HeadyTimes v.23 5 On-PremiseSPOTLIGHT Lab ’n Lager Food & Spirits HAT’S UNIQUE ABOUT LAB ’N LAGER FOOD & SPIRITS? FOR starters, they are open 365 days a year! Lab’ n Lager is your W go-to neighborhood pub that offers something for everyone. This hotspot has two busy locations, including one in Jaffrey. Heady Times caught up with owner Doni Ash at the original Lab ’n Lager at 122 Main Street in downtown Keene. Heady Times (HT): Tell us how you got into the restaurant business. Doni Ash (DA): When I attended Keene State College I began working part- time at a local bar. I really enjoyed the work and eventually part-time turned into full-time and I was promoted to manager. After graduation, I stuck around, hoping I’d be able to open my own place. A few years later, this space, which used to be a fine dining spot, became available and my wife and I jumped on it! HT: Lab ’n Lager is a great name. How’d you come up with it? DA: Oh, that’s a good story. After we purchased this space, we struggled with what to call it. That is until my mother-in-law called us in the wee Doni Ash, owner of Lab ’n Lager hours of the morning soon after and said, “I’ve got it! Call it Lab ’n Lager!” She knows my wife and I have an affinity for Labradors and beer, of course. And that was it – we thought it was the perfect name. We then enlisted a talented, local graphic designer who came up with our logo, which is featured on our signage and the wearables we sell. HT: Speaking of lagers, let’s talk about your beer lineup. DA: With 19 draft lines that are constantly rotating and a cooler packed with the newest craft beers, we have become a beer destination. Whether its college kids coming in for a PBR, folks stopping by after work for a Switchback or a group of golfers heading over after 18 holes for a UFO White, we offer a broad selection of the finest beers around. From locally brewed beers to limited releases, imports and domestics, Lab ’n Lager has you covered! People come from near and far to enjoy all we have to offer. HT: How about your menu? What’s cooking at Lab ’n Lager? DA: We offer delicious pub fare that’s been stepped up a notch. Homemade recipes with the freshest, high-quality ingredients keep our customers happy. We run specials throughout the week as well. We have wing nights on Mondays, pizza nights on Tuesdays and on Wednesday nights, we offer burger specials and karaoke. HT: Which of your menu items pair well with beer? Do you have a favorite? DA: That’s a tough question since I love so many of our dishes and our lengthy beer list makes it difficult to choose just one. I guess I would say, with the warm weather right around the corner, I’d enjoy an order of our famous Honey Mustard Wings with a cold Ballast Point Grapefruit Sculpin. HT: What would you like the readers to know about Lab ’n Lager? DA: We are a craft beer destination that offers terrific pub fare at a price point that fits everyone’s wallet. Our professional staff does an amazing job letting our customers know how important they are by making them feel welcome and happy. We are extremely passionate about our business and this keeps our customers coming back time and time again.

LabnLager.com • 122 Main St., Keene (603-352-0028) • 4 Stratton Rd., Jaffrey (603-532-1195)

6 HeadyTimes v.23 www.amoskeagbeverages.com NewPRODUCTS Blue Moon Belgian White Mike’s HARDER 24 oz. Cans Strawberry Lemonade Beginning this summer, Blue Moon fans will Mike’s HARDER Strawberry is a refreshing be able to enjoy even more of the bright and take on the classic strawberry lemonade. The refreshing taste of Blue Moon’s popular Belgian- aroma is of ripe, juicy strawberries, while the style wheat ale in 24 oz. cans. ABV: 5.4% taste is unmistakably crisp, freshly picked Availability: Year‑round, beginning in May strawberries. There is just the right level of sweetness combined with the tartness from the Samuel Adams Sam ’76 lemonade that makes it extremely refreshing. ABV: 8% Package: 16 oz. cans only Availability: Now, This totally new beer style from the year‑round! independent, American craft brewer, Samuel Adams is brewed with a single goal in Mike’s HARDER Variety Pack mind: to give you a beer that’s uniquely drinkable, flavorful and aromatic. The final This exciting new variety pack features 16 oz. cans recipe, made with ale and lager yeast, of: Mike’s HARDER Lemonade, Strawberry, Blood is the perfect balance of a light-bodied, Orange and Purple Grape. The smooth beer with a slightly juicy flavor multipack offers the opportunity and tropical & citrus aroma. ABV: 4.7% to upsell HARDER consumers Packages: 12 oz. cans, 16 oz. cans and to a pantry-loading purchase of draught Availability: Year‑round; Cans available now, 8 pack cans. Availability: Now, draught late March year‑round Cayman Jack Margarita Angry Orchard Rosé Hard Cider 12 oz. Slim Cans Angry Orchard Rosé uses a combination of hibiscus “Arguably the most refreshing ready to drink and fresh juice from rare, red-fleshed apples margarita in the world,” Cayman Jack Margarita sourced in France. This cider has a floral aroma, is made with 100% blue agave nectar, natural is apple forward in taste and complemented by lime juice and real cane sugar. Now available in refreshing, light tannins, similar to semi-dry wine. a more convenient package for those seeking ABV: 5.5% Packages: 12 oz. bottles and draught adventure with a premium margarita cocktail. Availability: Now year‑round ABV: 5.8% Availability: Now, year‑round

Corona Premier UFO Pineapple Corona Premier is a Introducing UFO’s first, new, year‑round product sophisticated new choice for in eight years! UFO Pineapple is a golden, juicy consumers who are looking and tropical hefeweizen that helps you get your for an elevated light beer luau on… no matter the season. Just add hula experience. It’s a perfectly skirts. ABV: 5.2% Packages: 12 oz. cans and balanced, sessionable, draught Availability: Now, year‑round premium light beer with an exceptionally smooth taste. And with 2.6 grams of carbs and 90 calories, Corona Premier is ideal for consumers who want refreshment, without being weighed down. Pabst APA ABV: 4% Packages: 12 oz. bottles, 12 oz. cans and Pabst brewed this beer for those who refuse to 24 oz. cans Availability: Now, year‑round be ranked and filed: those who are inventing their own American Dream with grit, optimism Nauti Rosé and ingenuity. Made with All-American Chinook, Liberty, and Cascade hops for a refreshing, A delightful interpretation of a sparkling rosé wine bright citrus flavor. Straightforward and from Nauti Seltzer. Wonderful hints of mandarin unpretentious, Pabst American Pale Ale is beer orange, peach, raspberries, and cherry combined for the rest of us. ABV: 5% Package: 16 oz. with refreshing bubbles. A perfect choice any cans only Availability: Now, year‑round time of year—time to “Rosé All Day.” ABV: 5% Package: 12 oz. cans only Availability: April www.amoskeagbeverages.com HeadyTimes v.23 7 NewPRODUCTS PRESS Smirnoff Ice SMASH PRESS was created for Smirnoff Ice SMASH flavored those who believe all of malt beverages are delicious life’s delicious moments combinations of two well- should be savored. Enticing flavors of Pomegranate known flavor pairings smashed Ginger, Grapefruit Cardamom, Blackberry together to create a refreshing Hibiscus and Lime Lemongrass add sophisticated malt beverage. Smirnoff Ice refreshment to any occasion. Whether you want SMASH is available in Lemon to impress guests or decompress after a long day, Lime, Screwdriver, Strawberry reach for PRESS to surprise and delight. PRESS’s Lemon, Cherry Lime and Peach Mango one-of-a-kind filtration process delivers a high flavors. ABV: 8% Package: 23.5 oz. cans only quality, pure malt beverage base. The process Availability: Now, year‑round results in a clean, fresh flavor and the natural removal of gluten, earning PRESS the “Crafted to Smirnoff Berry Lemonade Remove Gluten” seal from the federal government. Spiked Sparkling Seltzer PRESS… elevating modern life. Berry Lemonade Spiked Sparkling Seltzer is PRESS Variety Pack an unsweetened, bubbly lemonade combined with juicy strawberry and raspberry notes, A premium, sparkling balanced with just a hint of refreshing alcohol seltzer to tartness. ABV: 4.5% Package: 12 oz. cans savor life’s delicious only Availability: Year‑round, beginning in April moments. Elevate modern life with Smirnoff Raspberry Rosé enticing flavors from natural ingredients. Spiked Sparkling Seltzer Sample all four Raspberry Rosé Spiked Sparkling has a flavors of delicious juicy raspberry flavor with floral and jammy PRESS Seltzer undertones. ABV: 4.5% Package: 12 oz. cans in their Variety Pack. This 8 pack includes 2 cans of only Availability: Year‑round, beginning in May each: Blackberry Hibiscus, Pomegranate Ginger, Lime Lemongrass and Grapefruit Cardamom. ABV: 4% Package: 12 oz. cans only Availability: Now! Small Town Not Your Father’s Fruit Punch PRESS Blackberry Hibiscus Seltzer Small Town Brewery has taken your favorite nostalgic flavor and made it a PRESS Blackberry Hibiscus Seltzer is bit more grown up. It’s like family trips made from luscious berries with a in the summer except now you’re in refreshingly tart finish. With only 6 grams Vegas and you can’t find your friend of carbs, 4 grams of sugar—PRESS Randy! Not Your Father’s Fruit Punch Blackberry Hibiscus is only 100 calories delivers crafted notes of exotic fruit and is perfect choice! ABV: 4% and citrus in the bright red color you’ll Package: 12 oz. cans only remember. ABV: 5% Package: 12 oz. Availability: Now! bottles only Availability: Now, year‑round

Narragansett Fresh Catch From the fisherman who have fought the harsh waters of the Northeast for generations, to the family clam bakes and lobster boils that celebrate their well-earned bounty, seafood is part of the fabric of every New Englander. Since 1890, Narragansett has been the beer that fishermen toil to earn and the beer the rest of us salute them with. This beer honors the risk and hails the reward that comes with every “fresh catch”. This supremely refreshing golden ale is dry hopped with Citra for a crisp grapefruit finish. Aromas of citrus and passion fruit are very evident, but mild on the palate. Fresh Catch is brewed to be the perfect pairing for shellfish or whitefish.ABV: 4.2% Package: 16 oz. cans only Availability: Now, year‑round

8 HeadyTimes v.23 www.amoskeagbeverages.com NewPRODUCTS SeasonalSELECTIONS Woodstock Inn Brewery When Demand Exceeds Supply Moves To All Cans Many of our craft seasonal and specialty releases are The Woodstock Inn Brewery is excited to announce available in limited quantities. Breweries only produce a that they will be moving to all cans starting April certain amount of their specialty beers and Amoskeag does 1st. They feel that this is a positive change for the all they can to get as much product as possible. In addition, brewery. Woodstock Inn Brewery bought a canning this magazine is compiled months prior to the decision made line last month and this will improve the quality by the brewery to allocate their products to the wholesaler. and consistency of their beer. This state-of-the- Variations in production for some of these limited release art canning line will also allow them to package offerings will fluctuate, resulting in lower quantities than different styles of beer and produce limited batch anticipated. If you are interested in something you see in runs. Woodstock’s mainstays and seasonal beers this publication and it is out of stock when you place your will be in 6 pack 12 oz. cans. Their limited batches order, please contact your Amoskeag Beverages sales and double IPAs will be in 4 pack 16 oz. cans. All representative to discuss a similar product. 12 pack bottles will be changed to cans. The UPC numbers will remain the same. Woodstock Inn ZIMA Pig’s Ear Brown Ale Zima will be back for the summer! It was a hit with Gen Xers and Millennials when it made Pig’s Ear Brown Ale, Woodstock’s flagship its comeback in summer 2017. ZIMA’s clear beer, is a medium bodied ale with a balance citrus taste is returning in 2018 to excite of roasted and crystal malts. This results in a even more nostalgia-crazed consumers. hearty, nutty flavor with a slightly sweet finish. But fans will have to grab Zima while they This easy drinking ale pairs very well with can. It will only be back for a limited time. BBQ as well as foods such as honey glazed ABV: 5% Package: 12 oz. bottles only ham or baked beans with molasses. For you dessert Availability: May lovers, it’s also excellent with chocolate. ABV: 4.3% Packages: 12 oz. cans and draught Availability: Cans available in April, draught available now! Woodstock Inn NH IPA Leinenkugel’s Summer Shandy Woodstock Inn NH IPA is made with New Everyone’s favorite summertime Zealand and Australian hops which give this Shandy is back with its delicious West Coast style IPA a mouthful of hoppy citric lemon taste. Leinie Summer fruity flavor. Run low on these tinnies and Shandy is the perfect refreshment you’ll be madder than a cut snake! ABV: 7% to pair with backyard dishes Packages: 12 oz. cans and draught like BBQ chicken, fruit salads, Availability: Now! watermelon and grilled fish. ABV: 4.2% Packages: 12 oz. bottles, 16 oz. and 24 oz. cans and Wachusett Mass Soul draught Availability: Now! Channel your inner Mass Soul with this luscious and delicious IPA from Wachusett Brewing. A ripe blend of Magic Hat Barroom Hero passion fruit, pineapple and other tropical fruit notes When Boston legends, the Dropkick Murphys, compliments the soft mouthfeel and unique vibrancy of come hang out at your brewery, you better be this medium bodied brew. ABV: 6.5% Package: 12 oz. ready to brew with them. Magic Hat was, and cans only Availability: April they did, and together created Barroom Hero. This is an English pub-style ale with a roasted, coffee aroma inviting you into a smooth caramel, and chocolate finish. Buying this brew benefits their Claddagh Fund charitable foundation. Be a Barroom Hero. Visit claddaghfund.org and find out how! ABV: 4.2% Packages: 16 oz. cans and draught Availability: Now!

www.amoskeagbeverages.com HeadyTimes v.23 9 SeasonalSELECTIONS Samuel Adams Summer Ale Aloha Traveler Golden, hazy and thirst-quenching, this American Pineapple Shandy wheat ale is synonymous with summer. Lemon peel Aloha Traveler is an American craft wheat ale adds a bright citrus note that’s complemented made with real pineapple for a refreshingly vibrant by spicy, citrusy Hallertau Mittelfrueh and Saaz drinking experience. Aloha Traveler welcomes you Noble hops. Grains of Paradise accent the to taste the tropics. ABV: 4.4% Packages: 12 oz. crisp wheat character with a peppery spice that cans and draught Availability: April finishes clean. Iconic as it is refreshing, Summer Ale is just right for any summer day. ABV: 5.3% Traveler Summer Variety Pack Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Now! Traveler’s summer 2/12 pack can variety includes: Traveler Grapefruit Samuel Adams Porch Rocker Shandy, Curious Traveler Lemon Shandy, Aloha Traveler Pineapple Sweet, tangy and refreshing, this beer was inspired Shandy and (back for 2018) Time by German cyclists who first drank beer mixed with Traveler Strawberry Shandy. lemonade to quench their thirst on a hot summer Availability: April day. Sam Adams’ take on the style starts with a golden helles lager and adds a unique blend of lemons to capture that fresh-squeezed lemon Limited Edition Mike’s taste. Its crisp, light body and clean finish make Hard Lemonade Packaging it a refreshing beer all season long. ABV: 4.5% Packages: 12 oz. bottles, 12 oz. cans and draught Mike’s Hard Lemonade will Availability: Now! support its upcoming marketing campaign with limited edition Samuel Adams The Beers of packaging starting in March Summer Can Variety Pack and ending approximately in June. The packaging will Included in Sam Adams’ 2018 exhibit why sad people don’t 2/12 pack Beers of Summer Can drink Mike’s. A 10 week national Variety are: Sam ’76, Porch Rocker television campaign supported by and exclusive to the variety pack social media and local happy hour Hoppy Wheat Ale. Each style is takeovers welcome you to drink on approachable and easy drinking for the bright side with Mike’s Hard summertime. Availability: April Lemonade. Availability: Now! Samuel Adams American Summer Variety Pack Mike’s HARDER Deadpool Cans The 2018 American Summer From March through 2/12 Variety Pack offers a unique June, to coincide with the lineup of new and anticipated premier of Deadpool 2 th beers that are approachable and on May 18 , all Mike’s recognizable – styles that satisfy a HARDER SKUs will feature range of palates including: Pale Ale, limited edition Deadpool Raspberry Lemon Gose, Golden 2 graphics. Both the Ale, Hefeweizen, Summer Ale and Deadpool and HARDER franchises are tremendous Boston Lager. Availability: April successes. The first Deadpool movie grossed over $260 million at the box office globally while the HARDER brand continues to maintain its Twisted Tea Tropical position as the #1 single serve Real iced tea taste with notes of FMB brand nationally. Be sure passion fruit, Twisted Tea Tropical to stock up HARDER Limited is ideal for the summer. ABV: 5% Edition Deadpool 2 cans while Packages: 12 oz. bottles and you can! Availability: Now! 24 oz. cans Availability: May

10 HeadyTimes v.23 www.amoskeagbeverages.com SeasonalSELECTIONS Harpoon Camp Wannamango Dogfish Head This mango-infused pale ale begins with a subtle, Dragons & Yum Yums tropical aroma of passion fruit and mango. Beer + Music + Art = the holy off-centered Golden-copper in color, it has a light body, slight trinity. Dragons & Yum Yums is Dogfish Head’s hop bitterness and malty sweetness, finishing 2018 music collaboration with The Flaming Lips with a kiss of mango. ABV: 5% Packages: 12 oz. and it combines these pillars perfectly! After bottles, 12 oz. cans and draught Availability: April learning about the rare ingredients selected for this beer, Flaming Lips front man Wayne Harpoon Summer Vacation Coyne was inspired to write an original song You don’t need to take time off to about the beer. Then DFH passed the baton enjoy a vacation (although it certainly to their good friend & artist Marq Spusta helps). Sure, taking over a beach to create an off-centered illustration for the house is great, and a night in the packaging. An explosion of fruit in every sip, mountains can be interesting, but this intensely tropical, yet subtly bitter, pale there’s a lot to be said for taking the ale is brewed with a combination of dragon summer as it comes – and enjoying the fruit, yumberry, passion fruit, pear juice and black carrot whole thing. With fresh Harpoon beer, juice. ABV: 6.5% Packages: 12 oz. bottles and draught some friends, a grill and warm weather, Availability: April even an afternoon at home can be a vacation. Harpoon’s Summer Vacation mix Dogfish Head Festina Pêche (available in cans and bottles) includes: Tart and refreshing, this neo-Berliner weisse is Harpoon IPA, Camp Wannamango, the perfect summer companion. Lactic acid is House Golden and new Harpoon Lime-y added to the wort to deliver the green apple- Vice. So take a vacation, anytime you like tartness that Berliner weisse’s are known want, with Harpoon. Availability: April for. Then fresh peaches are added to the whirlpool to balance the sourness, making for UFO Pink Lemonade Shandy a refreshing summer-session-sour. ABV: 4.5% Packages: 12 oz. bottles and draught Sunny, citrusy and fun, UFO Pink Lemonade Availability: May Shandy is the perfect warm weather beer. Find your beach chair, grab a 6-pack, Dogfish Head Mixed Media add some friends and you’ve got yourself a recipe for a sensational summer With 50.1% of the fermentables coming from day. ABV: 4.4% Packages: 12 oz. grain and 49.9% coming from grapes, this is bottles, 12 oz. cans and draught quite literally the closest to wine a beer can Availability: April legally be. Late-harvest Viognier grape must from DFH’s friends at Alexandria Nicole Cellars UFO & Polar Blueberry Lemonade in Washington is used. Brewed with a distinct Belgian yeast strain, Mixed Media is a complex UFO brewers worked closely with the team saison-esque ale with a spicy white wine body, from Polar to select a delicious flavor from notes of sweet melon and a tart, dry finish. their Seltzer’ade line that would pair well with ABV: 7.5% Packages: 12 oz. bottles and a classic wheat beer. Flavor adventure is about draught Availability: May to take on a whole new meaning with this partnership. ABV: 4.8% Packages: 12 oz. cans Dogfish Head 120 Minute IPA and draught Availability: May Clocking in at 15-20% ABV, 120 Minute IPA is UFO Splash Down Summer Mix continuously hopped with a copious amount of high-alpha American hops throughout Splish splash… you can enjoy these suckers in a bath! the boil and whirlpool, and then dry-hopped But we’d recommend taking them to your nearest body with another pallet of hops. Unfiltered and of water where you can enjoy abundantly hoppy, it’s the Holy Grail for all that summer offers. The UFO hopheads! ABV: 15-20% Packages: 12 oz. Splash Down 2/12 mix includes: bottles and draught Availability: April UFO White Ale, UFO Pineapple, UFO Raspberry and UFO Pink Lemonade. Availability: April www.amoskeagbeverages.com HeadyTimes v.23 11 SeasonalSELECTIONS Baxter Sierra Nevada Summerfest Summer Swelter Ale With a nod toward the original Czech “Swelter” tips its cap to common summer pilsner tradition, Summerfest is brewed beer tropes of citrus and wheat flavors, to feature the best Bohemian nature. but the commonalities end there: Crisp, golden, dry and incredibly Summer Swelter is not your typical sweet drinkable, Summerfest has a delicate summer shandy! Although it’s a wheat- and complex malt flavor and spicy, based beer brewed with real lemon and floral hop character. It’s the perfect lime peel, additions of real lemongrass and kaffir lime warm weather beer. ABV: 5% leaves, along with a blend of citrusy American hops, Package: 12 oz. bottles only make this beer anything but sweet however, don’t be Availability: April turned off. A delicate balance only Baxter’s incredibly talented brewers could achieve, Swelter features a Sierra Nevada Party Pack pleasant-not-overpowering bitterness, while remaining Good friends and great beer light and refreshing; necessary, of course, for warm are all you need for a killer New England summers and heightened refreshment. party, so rally-up your crew, ABV: 4.7% Packages: 12 oz. cans and draught grab this variety pack and let Availability: April the fun begin. Sierra Nevada brewers explore the spectrum of refreshing beer flavor – from Moat Call It A Day! Double IPA light and crisp to hop-heavy Fashionably late to the party, Moat and citrusy – so chances are, definitely took their time perfecting you’ll be covered. The Party this recipe for those who enjoy the Pack includes: Sierra Nevada Pale Ale, Sidecar pleasures of a delicious Double IPA, SierraVeza and Kölsch. Just remember, with the IPA… East Coast style. This brew has promise of great beer, you might find you have a few tropical aromas and flavors of bright more friends. Availability: April citrus and juicy hops. Pineapple, tangerine, melon and stone fruit Sierra Nevada Southern accentuate this tasty brew with a Hemisphere Hop Variety Pack pleasant soft bitterness and clean Hops have a painfully short harvest window – that finish. Get ready to call it a day! precious time when the hops are bursting with intense ABV: 8% Packages: 16 oz. cans and aromatics. Luckily for Sierra fans, the harvest comes draught Availability: May twice a year: once in each hemisphere. So, the brewers are able to get a variety of fresh hops from Australia Moat and New Zealand (whose Southern Hemisphere growing Kearsarge Kölsch seasons are the mirror image of ours) to star in this Kölsch is the local specialty beer of collection of hop-forward beers. Included in this mix Cologne (Köln), Germany. As defined pack are: Southern Hemisphere IPA, Southern by the brewers of Cologne, Kölsch Hemisphere Double IPA, Southern Hemisphere is “a light, highly attenuated, hop- Hoppy IPA and Southern Hemisphere Session IPA. accented, clear top-fermenting” Availability: May beer. The German ale yeast used is unusual for a beer that is fermented like a lager. The cold temperatures give the style a dry quality while the ale yeast contribute some broad fruity and bread-like aromas and flavors not normally found in lagers. This seasonal brew from Moat Mt. Brewing is very clean, crisp and delicately balanced with a modest amount of Noble European hops. Prost! ABV: 4.9% Packages: 16 oz. cans and draught Availability: May

12 HeadyTimes v.23 www.amoskeagbeverages.com SeasonalSELECTIONS Guinness Blonde Stony Creek RIPE ’n’ Cranky Gilroy Cans Passion Fruit Juiced IPA This spring, Guinness Blonde Lager will be Collaborating with their good friends at Ripe Juice available in Gilroy-themed cans. A crisp in nearby New Haven, CT, Stony Creek created the amber beer with a floral, hoppy aroma, RIPE’n’ Cranky series, which is a series of IPAs that Guinness Blonde Lager is brewed with both are variants of their flagship Cranky IPA blended with Mosaic & Willamette hops and the world fresh pressed juice and exciting new hop varieties. For famous 125 year-old Guinness yeast. The this round they created RIPE ’n’ Cranky Passion Fruit flavor is light and hoppy on the nose with a Juiced IPA. A smooth and clean malt base sets the long, malt finish ABV: 5% Package: 16 oz. cans only stage for an explosion of fresh and clean tropical juice Availability: Now! flavor and hop aroma. Citra, Idaho 7 and Azacca Hops lend fresh tropical notes highlighted by mango, apricot, Smirnoff Ice passion fruit and bright citrus that mingle brilliantly with fresh Passion Fruit Juice from Red, White & Berry Ecuador. This rotating brew will replace This flavored malt beverage RIPE ’n’ Cranky Pineapple. ABV: 6.5% has an amazingly cooling taste Packages: 16 oz. cans and draught of blue raspberry, cherry and Availability: May citrus flavors, all combined for a blast of fun. ABV: 4.5% Package: 11.2 oz. bottles only Availability: Now! Smirnoff Ice Seasonal Variety Pack The Smirnoff Ice spring/summer 12 pack variety incudes four refreshing flavors:Margarita , Ballast Point Aloha Sculpin Strawberry, Pineapple and Watermelon Mimosa. Availability: April Ballast Point’s Aloha Sculpin Hazy India Pale Ale, is an award-winning IPA with a paradise vibe. With Aloha Sculpin, they used Brux Trois yeast to turn their award-winning IPA into a tropical oasis, with bright and refreshing notes of mango, pineapple, and guava. The yeast also adds a slight haze to the beer, creating a smooth mouthfeel to round out its juicy character. Simply put, this is paradise in the palm of your hands. ABV: 7% Package: 12 oz. bottles only Availability: Now!

Two Roads Road Jam Road Jam is a wheat ale fermented with real red and black raspberries (2 pounds per case!) and accented with lemongrass. This brew has a stunning red hue and mouth-watering berry aroma as well as a dry and refreshing taste. Road Jam pairs fantastically well with the great outdoors and delicious summer cuisine like grilled fish and salads.ABV: 5% Packages: 12 oz. bottles and draught Availability: May

www.amoskeagbeverages.com HeadyTimes v.23 13 Available Year-Round PERFECT FOR THE SEASON New Exciting Happenings with Allagash Hoppy Table Beer Clown Shoes! While Hoppy Table Beer was inspired by the Coming off an exciting 2017 which was highlighted Belgian tradition of low-ABV, easily drinkable by the acquisition of Clown Shoes by Mass Bay beers, it still occupies a hop-forward spot all its Brewing Co (brewers of Harpoon and UFO) in own. Brewed with Allagash’s 2-row malt blend, November, Clown Shoes is poised for great growth Maris Otter malt, and oats, the beer is then this spring and summer. The brand finally has its spiced with a subtle addition of coriander. own home brewery, shedding its contract-made Allagash then ferments it with their house skin and creating an increase in capacity which yeast for classic Belgian citrus aromas. has allowed for some exciting new beers and old Hoppy Table Beer is hopped with Chinook, favorites in fun new formats. Cascade, Comet, and Azacca hops, then dry hopped with more Comet and Azacca. Clown Shoes Clementine A mildly hoppy aroma full of grapefruit springs from this straw-colored, light-bodied White Ale ale. Flavors of pine and stone fruit balance Clown Shoes Clementine the beer’s clean, slightly bitter finish.ABV: 4.8% White Ale is a perfect Packages: 12 oz. bottles and draught choice for the warm weather heading our way. Grab this refreshing, light White Ale Stony Creek brewed with clementine Big Cranky Double IPA and orange peel for the slightest hints of citrus for A Bold West Coast Double IPA, this is the any spring activity. ABV: 6% crankiest of Stony Creek’s IPAs. 7 different Packages: 12 oz. cans and draught hops contribute complex and juicy hop character. Its dry finish allows the hops to stand out. While remarkably cranky, this Ithaca Flower Power beer is extraordinarily drinkable. ABV: 9.5% Packages: 16 oz. cans and draught Ithaca Beer Co. has a winner with Flower Power IPA. Enjoy the clover Stony Creek honey hue and tropical nose. Simultaneously punchy and Ruffled Feathers IPA soothing with a big body and Ruffled Feathers is Stony Creek’s attempt a finish that boasts pineapple to spread their wings and try a new flight and grapefruit. Flower Power path with a luscious, fresh-pressed texture is hopped and dry-hopped five bursting with juicy tropical notes and just different times throughout the enough bitterness to finish clean and crisp. brewing and fermentation process Flavors of ripe mango, bright citrus, and making it a go-to year round brew. ABV: 7.2% stone fruit from a generous hopping of El Packages: 12 oz. bottles, 12 oz. cans and draught Dorado, Azacca, and Eureka hops give this surprisingly hazy IPA a brilliant clarity of flavor. ABV: 6.2% Packages: 16 oz. cans Smirnoff Spiked Sparkling and draught Seltzer Variety Pack This variety of spiked, sparkling seltzers, infused with natural fruit essence, purified water and no added Rogue Dead Guy sugar nor sweeteners includes: Smirnoff In the style of a German Maibock, using Rogue’s Spiked Sparkling Berry proprietary Pacman yeast, Dead Guy is deep Lemonade, Watermelon, honey in color with a malty aroma and a rich, Cranberry-Lime and new hearty flavor. This multi-award winning brew is Raspberry Rosé. gratefully dedicated to the Rogue in all of us. ABV: 6.8% Packages: 12 oz. bottles, 22 oz. bottles, 12 oz. cans, 16 oz. cans and draught

14 HeadyTimes v.23 www.amoskeagbeverages.com Programs

This ’Stone Is Your ’Stone Leinenkugel’s Gets Ready For Summer Fun Keystone Light is celebrating summer with an in-store presence, so Americana even Lady This summer, consumers can pack up a boatload Liberty is raising a ’Stone. Bold red, white and of refreshment with the new buy/get program blue packaging and an epic flyover display are from Leinie’s. They’ll get a free Brewey Canoey sure to blow consumers away when they’re inflatable koozie float with the purchase of any stocking up on ’Stones for their summer parties. two Leinenkugel’s products, on or off-premise beginning in May.

Lite Up Your Grill Miller Lite is partnering with award-winning chef, Aarón Sanchez for an Americana summer grilling program featuring 20 unique, Miller Lite-inspired recipes. Breakthrough patriotic- themed packaging will serve as inspiration for consumers to throw the perfect backyard BBQ. The program, which starts in May, will be amplified with social content, national media, PR, and customer specific tools, including a digital toolkit.

www.amoskeagbeverages.com HeadyTimes v.23 15 Programs Seek Summer Refreshment With Coors Light From May through August, the world’s most refreshing beer is partnering with one of the world’s most coveted coolers to help consumers keep their beer cold all summer long. When drinkers choose Coors Light, they’ll be rewarded with points, redeemable for YETI exclusives. On-premise raffles will give bar guests the chance to score a YETI Cooler or other prizes and swag.

REDD’S Colorful Combinations REDD’S combines beer and fruit in order to bring different together, giving its drinkers the perfect combination for a refreshingly crisp beer. Starting this spring, REDD’S is bringing consumers even more colorful combinations with a BuzzFeed Tasty partnership. Appetizing recipe videos show how easy it is to bring interesting food pairings together with REDD’S. It all comes to life at retail through POS and in-store displays featuring recipe cards.

REDD’S, Light & Blue Independence Day Independence Day is an exciting time for friends, family and neighbors to join together to celebrate our country’s freedoms. So this summer, Blue Moon, Coors Light and REDD’S are uniting to honor America’s melting pot of flavors through patriotic POS featuring all three brands. Together they create an eye-catching, one-stop destination for consumers’ beer needs.

16 HeadyTimes v.23 www.amoskeagbeverages.com Programs

Aloha Traveler The Unofficial Beer Of… The Unofficial Beer of… program is meant to celebrate summer alongside Aloha Traveler! This versatile program, which runs from April 1st through July 31st, includes a chance for one lucky participant to win an inflatable party barge with an approximate retail value of $250.00. Consumers will enter to win at travelerbeer.com/partybarge or on the Traveler Beer Company Facebook page.

Samuel Adams Summer Happier Angry Orchard Sponsors the Camper Get Up and Go Kentucky Derby Three lucky text-to-win with Truly sweepstakes winners will have Spiked & Sparkling Put on your Derby best and the opportunity to own and get ready for the most exciting customize their own Happier Truly Spiked & Sparkling wants two minutes in sports: The Camper! The sweepstakes will be drinkers to make the most of the Kentucky Derby, sponsored advertised on key POS, including 100 days of summer. At just 100 by Angry Orchard Hard Cider. pole toppers and case easels, calories, Truly is ready to Get Up & Angry Orchard is the proud, as well as on social channels Go: to more midweek parties, more official hard cider of the and at events. Like Sam Adams, post-workout happy hours, more 2018 Kentucky Derby, one Happier Camper was built rooftop hangouts. This summer, of America’s oldest sporting from the ground up and uses a national content partnership traditions. And with their new the highest quality materials with leading health and wellness Rosé Cider, place your bets, to craft a unique product. publication, SHAPE Magazine will because they’ve got a winner. For more information, visit include custom editorial & social Enjoy the 2018 races with the SamuelAdams.com/camper. content, influencer partnerships and brand that’s leading the pack! digital advertising.

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Modelo Takes Its Fighting Spirit Into The Octagon If you’ve tuned in to watch a UFC fight in 2018, you’ve seen plenty of exposure for Modelo. As of January 1, Modelo and its Corona To Raise The Bar Even Higher Fighting Spirit became the official For Cinco in 2018 beer of the UFC. This partnership enables the already red-hot In 2017, Corona posted a long and winding list of achievements Modelo brand to further tap into during Cinco de Mayo. To name a few, the nation’s No. 1 import UFC’s strong fan base, which beer had the No. 1 TV share of voice for beer brands, it was the is about 80% the size of the No. 1 most talked about beer on social media and Corona 12-pack NBA’s following. bottles were the No. 1 selling beer package. Simply put, Modelo and the UFC In 2018, the fiesta falls on a Saturday – and Corona is prepared to is a natural connection. UFC fans set the bar even higher. For starters, Corona Extra will be taking the align perfectly with Modelo’s core Cinco celebration to Churchill Downs, as it was recently announced drinkers – predominately young, that Corona has signed on as the Official Import Beer of the male and Hispanic. In fact, Kentucky Derby – which occurs over the Cinco de Mayo weekend for research shows, Modelo drinkers the next two years. are more interested in UFC than To help retailers win during the fiesta and capture the trade-up the average beer drinkers. opportunities, “Corona de Mayo” will once again be supported by a This partnership will be supported 360-degree activation program – from a new Cinco TV spot to new, by a robust media plan, high-impact suites of on and off-premise POS and more. including a dedicated UFC TV Among the new POS this year are interactive Mariachi standees, spot featuring a well-known UFC reprogrammable aluminum digital countdown clocks, 6-foot bottle fighter to run throughout the year piñata display enhancers and more to help Corona continue to across Modelo’s English and dominate Cinco. Spanish TV schedule. The numbers speak for themselves; in the on-premise last year, 70% In addition, available now is of total Mexican import dollar sales during Cinco de Mayo came a full suite of POS to help from the Corona and Modelo brand families. In the off-premise, that retailers capitalize on this percentage was even higher: 81%. great partnership. Corona’s Cinco momentum shows no signs of stopping, either. The With 23 matches throughout the brand continues to post strong growth during Cinco de Mayo, up year, be sure to check out UFC almost 2 full share points since 2014. fight nights in the on-premise!

18 HeadyTimes v.23 www.amoskeagbeverages.com Programs Guinness Blonde Summer This summer, 3 lucky grand prize winners will receive a VIP trip to see the new home of Guinness Blonde! To enter to win, consumers will snap a pic of themselves enjoying a Guinness Blonde, then upload it to GuinnessOGBBHSweeps.com for a chance to win a trip to the new Maryland brewery and other cool Guinness prizes. Harpoon Just Add Friends Inspire Your Harpoon never sets out to create a category; they set out to satisfy their Summer with thirst. Truth is, they don’t really like Sierra Nevada categories. Because when it comes right down to it, the moments you With outdoor-themed displays remember aren’t just about the beer and custom Sierra Nevada gear you’re drinking, they’re about the up for grabs, this summer, the people you’re drinking it with. That’s brewery is asking fans to share why Harpoon brewed a traditional what inspires them and to bring IPA that is as approachable as it is their favorite Sierra Nevada cans delicious. It isn’t just easy to drink, on all their adventures. The it’s fun to drink. It’s so well-rounded, program, which will run from so refreshing and – yes – so drinkable May 1st through July 31st, offers that it pairs perfectly with anything life diverse POS, designed to catch has to offer. Just add friends. consumers’ attention, to support retail opportunities in spaces of From April 2nd to May 18th any size. consumers can tag their friends for the chance to win a trip to the best Octoberfest this side of Munich – Harpoon Octoberfest! Fans will share a photo of Harpoon IPA and UFO Pineapple tag their friends using the hashtag Sweepstakes #justaddfriends. Each post is an entry towards the grand prize, which st From March 1 through April includes travel and lodging, entry into th 15 consumers can visit Harpoon’s Boston Octoberfest and a ufobeer.com for a chance to $500 gift card. win a trip for 2 to Hawaii! Grab your sunscreen, a bathing suit and a can of UFO Pineapple and imagine that instead of working from 9 to 5, you’re on a tropical vacation adventure in Hawaii thanks to UFO Beers! The prize package includes a 4-day, 3-night trip to Hawaii, air fare and lodging, transportation to and from the airport and a $500 gift card.

www.amoskeagbeverages.com HeadyTimes v.23 19 Programs

Dogfish Head The Official Beer of Record Store Day Music has been a part of Dogfish Head since before Dogfish Head. So it’s a natural fit for a brewery that makes ‘Analog Beer for the Digital Age’ to be the Official Beer of Record Store Day (April 21st), a celebration of the unique culture of record stores and the special role they play in their communities. For their 4th year as the Official Beer of Record Store Day, DFH collaborated with The Flaming Lips to bring Dragons & Yum Yums to life! Leading up to Record Store Day, consumers will find displays in the off- premise featuring custom POS designed by artist Marq Spusta, including a custom record player and free limited edition posters. In the on-premise, be on the lookout for a nationwide blitz of Record Store Day celebrations on and around 4/21 featuring giveaways and, of course, Dragons & Yum Yums!

Celebrate Mother’s Day with a MOM-OSA! Seagram’s Escapes has the perfect way to celebrate Mother’s Day — a delicious and refreshing MOM-OSA! Just pick up some Seagram’s Escapes Jamaican Me Happy made with luscious lemons, sweet strawberries, mouthwatering melon and great tasting guava then add your favorite champagne or prosecco — and there you go! #keepitcolorful

Third Annual Two Roads Gathering at the Bines Beer Festival Two Roads is happy to announce the third annual Gathering at the Bines Beer Festival which will be on May 19th in the Two Roads Hop Yard, in Stratford, CT. Session One runs 12pm-3pm and Session Two runs 5pm-8pm. They’ll be featuring over 45 local, regional and national breweries. $35 gets you unlimited 3 oz. pours plus a glass taster cup and entrance to the event. Designated driver tickets are $15. Tickets will be on sale shortly!

20 HeadyTimes v.23 www.amoskeagbeverages.com RethinkingRETAIL Plan Your Work and Work Your Plan By George Latella

We’ve all seen the their competition. Sears is now the disruption that place where America “used to” shop Amazon has created because they were unable to answer in the retail space. these four basic questions as the You need to make And to quote Yogi world changed around them. Berra, “It’s Déjà The plan begins with the external sure that you vu all over again”. analysis. These are things that are 100 years ago outside of your control, but important Sears & Roebuck changed the retail understand YOUR to understand. Political, legal, social, landscape. Now we are getting technology, environmental and economic smaller again with retailers like Dollar trends are important to all of us. consumers and General, Trader Joes, and Aldi, just to name a few. What can we learn from Competitive analysis comes next. all of this? build your products, Who are your direct and indirect Whether you are new to the business competitors? Don’t just look at the or have been in business for many companies that “look” like yours. merchandising years, it’s important to understand Consider a great local or regional your customer. It’s also important to brand. Most of the innovation at retail and marketing have a plan. But more importantly is starts with a small retailer. Why? to have a plan that can be executed Because they are usually the closest at retail. I have spent over 30 to the customer and can see things programs around years studying the food customer changing faster than anyone else! and consumer. And much like 100 How do they compete and how do them. It will years ago, they continue to change they respond to you? and evolve. Next, comes the internal analysis. positively impact Whether you are an on-premise or off-premise retailer, it’s important This is when you need to do an your bottom line! to understand these changes objective assessment of what is going and others as they relate to your on inside your business. Who are your business. Planning helps answer the customers? What are they buying? following questions: Where and when do the buy? How do We then develop a marketing they buy? Why do they buy? • Who you are? “position” for each target. It is important to view this from your • What you do? And then, we develop the marketing customer’s viewpoint, not yours. This plan (Product, Price, Promotion and • How you are different? is where marketing research comes Place strategies). in. (You can do this on your own, or • What problems do you solve for the hire someone to do it for you.) We implement the plan, measure our customer? (Basically, why you are success and adjust accordingly. better than the competition.) We conduct a SWOT analysis (Strengths, Weaknesses, The bottom line is, you need to make When we “sell” something, we tend Opportunities and Threats) for sure that you understand YOUR to focus on the “who we are” and each competitor. Remember that consumers and build your products, “what we do” when the consumer strengths and weaknesses are merchandising and marketing really cares about “how we are internal and opportunities and threats programs around them. It will different” and “why we are better”. are external. positively impact your bottom line! Regardless of the business you are in, successful companies solve their From this we develop a primary and And remember, Marketing is a race customer’s problems better than secondary target market. with no finish line.

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.

www.amoskeagbeverages.com HeadyTimes v.23 21 510 Hall Street Bow, NH 03304-3105

Stony Creek Brewery to Build Brewpub Oasis at Foxwoods Resort Casino Stony Creek Brewery is thrilled to the distinct experience we offer. “Upstairs we wanted to combine announce plans to construct a And together with Foxwoods we can some of the waterside vibe from the fully operational brewpub inside create a truly special place, unique main brewery in Branford with a bit of Foxwoods Resort Casino, the largest to craft beer, something that can act the West Coast inspiration found in resort casino in North America. as a sort of post card of their time the beers,” says Michael Kiser, Good This will be the company’s second in Connecticut. This is an amazing Beer Hunting’s Creative Director, brewing operation in Connecticut, opportunity to put Connecticut craft who in collaboration with architect and will create an opportunity to beer on a bigger map.” Joe Sepot, is leading the concept share their award-winning beers and development and design of the The 7,100 square foot two-story aggressively laid back lifestyle with space. “It’ll have a cocktail lounge space, located adjacent to the visitors to the Northeast’s premier vibe but with a beer focus, something Fox Theater, will offer two distinct resort destination. we know will appeal to a wide experiences. The ground floor will be audience who might be surprised to “Craft beer has the ability to cross pure New England, complete with find themselves in a working brewery all chasms and bring people together clapboard walls, calming colors, a in a casino on a Saturday night. The as a community,” said Stony Creek spacious beer garden and communal whole thing will feel like a bit of an founder Ed Crowley Sr. “We see areas for backyard games and outdoor oasis.” this every day at our brewery in socializing. The upstairs bar will offer Branford — people come from all another version of the “aggressively Stony Creek plans to have their over the northeast for our beer, and laid back” style of Stony Creek. new brewpub up and running end up staying for hours to enjoy this summer.