Delivering Excellence Seasonals the Beer Guy

Spring 2017 | V.19 AMOSKEAG BEVERAGES

Delivering Excellence Seasonals The Beer Guy New Products Programs TWO ROADS BREWING COMPANY | SPRING SELECTIONS | IT’S SESSION BEER SEASON Letter toTHE TRADE Happy spring! In This With spring comes new beginnings, and we at ISSUE Amoskeag Beverages are excited to announce the promotions of several key executives. Delivering the After spending more than Taste of Excellence ��1 three decades holding down the proverbial fort Cover Story ��2 as President of Amoskeag Beverages, Tom Bullock Brewer Highlight ��4 is transitioning to Chairman of the Board. Tom began his career in the beer business in 1973 and has moved up the Klemm’s Mobil On The Run ��5 ranks from delivery driver, to college pub manager, to sales rep, to business partner/owner and President, before his current appointment. Tom has worked Truants Taverne ��6 tirelessly in every position he’s held and accomplished so much for this company, as Amoskeag is now the largest beer distributorship in NH. Tom will New Products ��7 continue to play an active role within the business, and as Chairman of the Board, he will also have the opportunity to continue with his charitable work. Ed Murphy has been appointed President after serving as VP of Sales for 15 Seasonal Selections �� 12 years. He has been a driving force in the growth of Amoskeag, not only in sales, but also in acquiring top-notch brands to add to our ever-expanding portfolio. Programs �� 17 It is impossible to convey what Ed has done for Amoskeag Beverages since he joined the company as a sales rep in 1991. His work ethic is extraordinary. With his competiveness and passion for the business, we are confident he will The Beer Guy �� 21 continue to guide Amoskeag to ongoing success as our President. Taking over as VP of Sales is Scott Proulx. Scott began working at Amoskeag in the summer of 1997, while in college, and joined the team full time in 2001. As Chain Sales Manager, he has helped guide us through significant chain growth. In his new leadership role, Scott will manage the best sales team in the state. Kaleigh Bullock is transitioning from her role as Regional Sales Director to VP of Business Development. Prior to Amoskeag, Kaleigh held positions at MillerCoors and Boston Beer Co. Her experience in marketing and brand strategy is incredibly valuable. We’re confident that her expertise and understanding of the evolving marketplace will benefit not only Amoskeag, but our suppliers and our customers as well. We are so proud of the many accomplishments and professional growth of these key team members and all of our 250 employees. Tom Bullock’s trademark slogan pretty much sums it up…“I just surround myself with smart hardworking people.” Ed, Scott and Kaleigh will steal a page from his playbook by continuing this philosophy. Lastly, we’d like to thank all of our customers and suppliers for making our business possible. We work hard each and every day and are honored to be your beer distributor. We look forward to a successful and productive year.

Tom Bullock Ed Murphy Chairman of the Board President Heady Times is published four times a year, courtesy of Amoskeag Beverages. DeliveringTHE TASTE OF EXCELLENCE Find Out More About Amoskeag’s Employees Pattie Disabato Graphics Manager How long have you been with Amoskeag Beverages? Going on 16 years. What do you like most about your job? It is constantly changing. I have new projects every day, which keeps things pretty interesting. If you could be anywhere, enjoying a cold beer right now, where would you be and with what beer? In Aruba with a Corona… and a Margarita!

Brendan Masecwic Relief Driver How long have you been with Amoskeag Beverages? Since last June. What did you do before working at Amoskeag? I drove for a clothing donation company. What do you like most about your job? My favorite thing about Amoskeag is the people. Everyone is very supportive and they are always looking for ways to help each other do the best job possible. What do you like to do in your spare time? I enjoy fishing, hunting and anything outdoors.

www.amoskeagbeverages.com HeadyTimes v.19 1 CoverSTORY It Pays to Celebrate Cinco with Corona and Modelo igh-end imports Corona and Modelo Especial, about anything that sells for at least distributed in the U.S. by Constellation, are synonymous $25 per case. These beers are exactly with Cinco de Mayo festivities. But did you know that what millennial drinkers are looking for. H They want authenticity, more flavor and these brands – which post double-digit gains year after year something they can drink more than one – are growing faster than craft beer and spirits? of. And sessionability is key. I can’t tell you “No matter which channel your business competes in, job one for any how many times I see LDA consumers start retailer is increasing traffic and boosting the bottom line,” says Bob the party with a higher octane craft beer Badois, Amoskeag Brand Manager of the Constellation portfolio of beer. and then switch to a Corona or Modelo for “From what I see, the best way to do that in these challenging times – the rest of the night. Plus, these consumers restaurant traffic is down and craft beer sales aren’t what they used to don’t want the cheapest thing out there. be – is to strategically promote brands that are driving growth and profit. They want quality and they don’t mind Corona Extra, Corona Light and Modelo Especial are the fastest paying for it. And, they think these beers growing, high-end brands in the country. The demand is there and are cool – worthy of a post on Instagram.” it is accelerating. To get job one done, why wouldn’t you make the most of Cinco and these best-selling, high-end beers?” Cinco de Mayo has grown into one of America’s most popular beer- More beer is sold on drinking holidays – with revelers consuming more beer on this day than on the Super Bowl or St. Patrick’s Day. Cinco, which falls on a Friday this Cinco de Mayo year, is a bona fide occasion that consumers want to celebrate. It kicks off Corona’s “120 Days of Summer” and gives people a reason, or even than on the Super Bowl permission, to socialize with friends and family over a couple of beers. And when they do, they want authentic, sessionable Mexican beers like or St. Patrick’s Day. Corona Extra, Corona Light and Modelo Especial. The proof is in the numbers… These days it’s hard to predict with Last year according to Nielsen, Americans bought more than $735 million any certainty what consumers want to worth of beer during Cinco. Eighty percent of all the Mexican beer sold purchase. Fifty to seventy percent of all during that time frame was from the Corona and Modelo Brand Families. buying decisions are made at retail, after the customer walks through the door. There These brands are on fire and here’s why… is tremendous opportunity to influence what “Six of the top eight, fastest growing imports are Constellation brands, they purchase. Why not get them to ‘trade- that means they don’t just sell during Cinco,” explains Badois. “Yes, up’ to Constellation’s high-end beers? The they are Mexican beers, but that’s not the only reason why they are demand is already there. Why wouldn’t the fastest growing, high-end brands, and by high-end I’m talking you feature these beers prominently? Why

2 HeadyTimes v.19 www.amoskeagbeverages.com CoverSTORY High End & Growing devote tap handles or shelf space to brands Corona Extra 5.4% that don’t move quickly? “There hasn’t been a ton of good news Modelo Especial 18.4% lately about beer or restaurant activity,” says Amoskeag Sales Director, Northern Corona Light 5.4% Region, Tim Quinn. “Craft beer sales have slowed dramatically and National Modelo Negra 9.9% Restaurant News [a magazine devoted to all things important to that channel] Pacifico 17.6% published an article in February titled ‘Restaurant Traffic Won’t Improve in 2017’. Victoria 2.0% The one bright spot I see is imported beer – make that Constellation beers, imported from Mexico.” Let Cinco de Mayo be your green light to stock up and feature Corona Extra, Corona Light and Modelo Especial. It’s an easy way to get “job one” done.

New summer Modelo Especial has posted The number one graphics reinforce the double-digit growth for 31 imported beer continues “vacation” imagery. years and Thrillist says it’s the to gain market share. Pacifico, a discovery brand, is growing at 17.6%. It’s now available “New King of Hipster Beer”. in draught.

www.amoskeagbeverages.com HeadyTimes v.19 3 BrewerHIGHLIGHT Phil Markowski of Two Roads Brewing Company WO ROADS BREWING CO. OPENED ITS DOORS IN 2012 IN Stratford, Connecticut. Phil Markowski, Master Brewer and one T of the founders of Two Roads, has created an extensive lineup of classic beer styles with unique twists, which has proven to be a winning combination. In less than five years, Two Roads has grown to become the 38th largest brewery in America, and with 5,000 breweries across the United States… that’s pretty awesome! Here are 15 Things You Need to Know About Two Roads Brewing Co. 1. Two Roads was founded by four friends who turned a 100-year-old, vacant, brick factory building into a state-of-the-art brewery. 2. The founders joke that collectively they have over 70 years of brewing experience. 3. Visitors of the brewery are welcome to enjoy an hour-long tour in addition to pints and samples, available for consumption on the premises. Snacks are also for sale, but guests are welcome to bring their own food. 4. Both the name and philosophy of Two Roads are inspired by Robert Frost’s poem, “The Road Not Taken” – a philosophy brought to life in the beers they create, using state-of-the-art brewing and packaging equipment. 5. Markowski began his professional brewing career at New England Brewing Co. in Norwalk, CT. He then worked at Latrobe and spent a very successful 15 years as Brewmaster at Southampton Publick 13. Two Roads is participating in two local House on Long Island. events in the spring: NH Bacon and 6. In addition to holding the title of Master Brewer, Markowski is also Beer Fest in Nashua on Saturday, May a writer. His book, Farmhouse Ales, is a go-to guide for any beer 20th and Cask ’N Vine Cask Fest in enthusiast or brewer seeking information about the renowned saisons Derry on Sunday, May 21st. and biere de gardes of French and Belgian country sides. He has also 14. Two Roads is expanding their brewing contributed to a series of magazine articles on brewing. campus with a 25,000 square-foot 7. All About Beer Magazine interviewed Markowski for a podcast called brewery, which will allow for barrel- “After Two Beers”, during which he discusses his definition of a saison, aging and souring. Situated on 2.5 how selling beer has changed over the years and what he expects to acres of newly-acquired land that see from the industry in the future. connects to the existing brewery, this $12 million facility will feature a 50 8. Markowski’s beers have been awarded medals at prestigious brewing barrel ROLEC brewhouse, foudres, a events including the Great American Beer Festival, World Beer Cup, coolship and storage for 2000 wooden Connecticut Real Ale Fest and Great International Beer Festival. barrels. It will also include a tasting 9. Markowski says the most challenging part of his job is, “Staying room, equipped to accommodate 120 current, or better yet, staying ahead of trends.” visitors, that overlooks a wetlands preserve. They are hoping to open in 10. His favorite thing about making beer is watching people enjoy it. the summer of 2018. 11. Two Road’s summer seasonal Road Jam Raspberry Wheat is fermented 15. More information on Two Roads with red and black raspberries, and accented with fresh lemongrass. Brewing Co., including an events Over 2 pounds of raspberries go into making one case of this beer! calendar and an online store, can 12. The brewery’s annual Road Jam Music Fest, a day of great beer, food be found on the brewery’s website: trucks and live music, will take place on Saturday, June 24th this year. tworoadsbrewing.com.

4 HeadyTimes v.19 www.amoskeagbeverages.com Off-PremiseSPOTLIGHT Klemm’s Mobil On The Run INCE 1978 THE KLEMM FAMILY HAS BEEN WELL KNOWN FOR the tempting confections sold at their bakeries. Klemm’s Bakeries Swere so successful, the business savvy family decided to utilize their retail knowhow in a completely different industry. They opened Mobil On The Run, a convenience store on Indian Rock Road in Windham, in ’79. Heady Times sat down with manager Chris Klemm, to find out how he and his family maintain the success of their businesses, all these years later. HT: How do you measure your success as a retailer? CK: As a family-owned and operated business, we take pride in being friendly, genuinely caring and interested in helping all our customers. The service we provide is second to none. We carry a vast selection of products and we always go the extra mile to satisfy our customers with prompt, efficient service. We are very knowledgeable when it comes to Chris Klemm, Manager of Klemm’s Mobil On The Run our products, whether it be beer, wine or grocery items and we’re happy to share our expertise with interested customers. Excellent service is a proven method for building customer loyalty – and we have some very loyal customers. HT: How many Mobil on The Run locations do you own? CK: We have four stores. The first, on Indian Rock Road had to be rebuilt in 2003 after a fire. Our Manchester store was the next to open and then the Salem location. Finally, we opened our fourth store down the road in Windham. They are all modern, customer-friendly convenience stores. HT: How has the craft beer movement changed the way you do business? CK: We try to offer our customers a vast selection of beer – one that always seems to be growing and changing. Breweries are constantly coming out with new craft beers, so we have to reevaluate our inventory to see what’s moving. Space will always be an issue for us, but we’ve managed to do a pretty good job keeping up with the growth so far. Our beer cave has been a huge success and is a fantastic way to offer cold beer, whether it’s a new IPA (which are on fire) or a product that has been around for a while. Local crafts like Great North Alework’s IPA are selling really well and Miller Lite and Coors Light will always be top movers it’s so rewarding for businesses and people for us. to give back to the communities around them, is that the results are so visible and HT: How do you stay connected with the community? significant. We sponsor local youth sports CK: Being a part of the local community is important to us as a family programs, charity golf tournaments and and as a business. We feel very fortunate to be in a position where we my aunt makes wine and beer baskets to have the time and resources to help others. One of the reasons I think donate to various fundraising efforts.

www.amoskeagbeverages.com HeadyTimes v.19 5 On-PremiseSPOTLIGHT Truants Taverne RUANTS TAVERNE IS A LOCAL GEM THAT’S TUCKED AWAY OFF Main Street in the town of North Woodstock. Celebrating almost 40 T years in the White Mountains of New Hampshire is quite a fete, so Heady Times caught up with owner Mike Hyland to find out the secret to the success of this local landmark. HT: Tell us about your career path. How did you get your start? MH: I’m a Pennsylvania native, but I attended college at Plymouth State in New Hampshire, and fell in love with the mountains. While in school, I met my wife Pam, a BC alum who skied in the area with her family. We lived in Massachusetts once we were married and I worked in the health care industry. I wanted to change my career path and move my family to the peace and tranquility of NH. So, we purchased White Mountain Bagel Co. in 2001 and then in 2003 we bought Truants Taverne – it’s been the best decision! HT: How would you describe Truants? MH: Truants is a neighborhood restaurant and gathering place. Everyone Mike and Pam Hyland, owners of Truants Taverne is a regular, whether it’s their first time here or their hundredth! Our decor is warm, friendly and inviting. We pride ourselves on making our customers feel right at home. The original owners decorated the interior HT: Is there anything you’d like our with a school theme in mind that carried over to the menu, with such readers to know about Truants Taverne? offerings as our popular Elementary Burger. We are the third owners MH: We’re an old school pub that has of Truants Taverne and we have kept much of the place the same, but it all, located in the heart of the White we have added our own touches here and there. Ty Slaughter, our new Mountains. Knowing that Truants has kitchen manager, is passionate about food and he’s done a great job been around for almost 40 years, and our updating our menu and keeping our traditional items top-notch. fantastic customers keep coming back year HT: Tell us a little about Truants Taverne’s beer selection. after year… well that’s something that has been incredibly gratifying. MH: With 24 draught lines, our beer selection is one of the best in the area. We offer something for everyone. Whether you want a more traditional beer like Coors Light or Blue Moon or an import like Guinness, Truants offers plenty of options. Customers looking for more unique, rare or unusual beers are welcome to visit our new establishment located above Truants Taverne called Merland’s Deli & Draft. Merland’s is a completely separate entity from Truants that was launched in November. It offers 24 spectacular, ever changing draught lines, Boar’s Head deli meats & cheeses, specialty sandwiches, soups and salads. Merland’s has been gaining plenty of fans in the Lincoln/Woodstock area.

6 HeadyTimes v.19 www.amoskeagbeverages.com NewPRODUCTS Wachusett Brewing Company Americana Packaging for Wachusett Brewing Miller Lite 30 Pack Cans Co. in Westminster Miller Lite 30 pack cans are becoming a little more Massachusetts was patriotic this summer! For a limited time, consumers founded in 1994 by can purchase Miller Lite Americana 30 pack cans. three friends who met Miller brews their pilsner with a purpose – to offer a in college at WPI. Along real, flavorful beer that doesn’t fill you up. Because as the way, the founders long as they’re flowing, the good times keep rolling. were joined by some Availability: May of the most passionate and capable co-workers in the brewing industry. Wachusett Ales continue to be hand crafted with the finest ingredients available – bottled, canned and kegged in their Westminster facility. Wachusett Brewing Co. has never strayed from the founder’s plan to brew and sell the freshest, highest quality beers possible. Wachusett Country Pale Ale This was Wachusett’s first brew back in the early 90s. This original pale ale with perfectly balanced hops and malts, is super drinkable. ABV: 5.1% Packages: 12 oz. bottles, cans and draught Availability: Now, year‑round Keystone Light Wachusett Blueberry Ale 15 Pack Cans Wachusett Blueberry Ale defines the style. Previously available in 2/12 The slight aroma of blueberry is balanced and 30 packs, Keystone by a subtle flavor that gets fermented into Light 12 oz. cans will soon this delicious wheat ale. First brewed in 2001 be available in 15 packs as and awarded Bronze in the fruit/spice beer well! Availability: Year‑round, category in 2011 & 2014… it’s the perfect, beginning in April refreshing beer for any season. ABV: 4.5% Packages: 12 oz. bottles, cans and draught Blue Moon 4/6 Pack Availability: Now, year‑round 16 oz. Aluminum Pints Wachusett Blue Moon Belgian White Belgian Style Green Monsta IPA Wheat Ale will soon be the first craft beer available in 16 oz. aluminum pints! An all-American yeast teams up with ABV: 5.4% Availability: Year‑round, Cascade, Amarillo and Centennial for a beginning in April home run of hops in every sip of Green Monsta IPA! This award-winning Gold IPA is perfect for quenching your thirst all year long. ABV: 6.1% Packages: 12 oz. bottles, cans and Redd’s Apple Ale 4/6 Pack draught Availability: Now, year‑round 16 oz. Aluminum Pints Wachusett Light IPA Redd’s Apple Ale will soon be available in 16 oz. aluminum pints! In the crowded The world’s first light IPA, this is Wachusett’s landscape of flavored beer, FMBs and ciders, American version of an English bitter. An the unique aluminum pint package will allow easy drinking “pub” or session beer with Redd’s to stand apart from other flavored only 121 calories, Wachusett Light IPA is offerings and provide a point of differentiation packed with flavor that won’t disappoint. for consumers. Availability: Year‑round, ABV: 4% Packages: 12 oz. bottles, cans beginning in April and draught Availability: Now, year‑round

www.amoskeagbeverages.com HeadyTimes v.19 7 NewPRODUCTS Stony Creek Brewery Stony Creek Stony Creek Brewery Little Cranky Session IPA believes this is the Aggressive, yet crafted to go down easy, this time for Connecticut session IPA has it all. Lemon Drop and Bravo craft beer. Their small, hops lend a fruity hop complexity with lemon ambitious team is and orange highlights. This beer is just a little doing their part to cranky. ABV: 4.5 % Package: 12 oz. cans only contribute creative, high-quality beers that inspire Availability: Now, year‑round people across the region and invest in a bright future for the state. Stony Creek Stony Creek’s modern brewery is a sight to be seen, Stony Joe Golden Mocha Stout with a stunning indoor/outdoor taproom, game pit, Golden Mocha Stout is designed like a traditional dock access and a first-hand look at their canning milk stout, but without using the typical roasted and bottling lines right from the taproom. dark malts. Instead, Stony Creek uses a boat The Stony Creek team is a mix of ambitious and load of rich, decadent, golden-colored English dedicated local residents, working alongside some barley, flaked barley, flaked oat and flaked of the industry’s most talented transplants that wheat to give this beer a lush body and smooth now call Connecticut their home. Together, they sweetness. It is then fermented on cocoa nibs aim to make the best, highest-quality beer in the and fresh, locally roasted Guatemalan coffee is region, and introduce new craft beer drinkers to added directly to the fermenter. The cocoa nibs flavors that are both familiar and new. and coffee add the rich mocha notes and bright roasty/coffee aroma you might typically find in Brewmaster at Stony Creek has spent the last two a stout. Stony Creek partnered with Redding Roasters decades cultivating his own distinct style, resulting Coffee Company of Bethel, CT to create this mind- in the fusion of clean, bold and aggressive bending beer. ABV: 5.5 % Packages: 12 oz. bottles West Coast flavors with East Coast balance and draught Availability: Now, year‑round and drinkability. Stony Creek Brewery calls it… Aggressively Laid Back Beer! Stony Creek La Garza Stony Creek Cranky IPA La Garza is a Mexicali lager – crystal Assertive hop character, enhanced by a clear, and imminently crushable for smooth malt backbone, is what a baja-worthy outing. Brewed with defines this IPA. Cranky flaked maize for an exceptionally IPA showcases citrus and smooth body, this beer is brought tropical fruit hops balanced to life with bright, citrusy, late-hop by notes of black pepper additions for a crisp mouth feel and pine. This IPA is cranky with subtle lime and melon undertones. enough to satisfy the La Garza is hopped with Magnum, Falconers Flight bitterest of dispositions. and Ekuanot hops (Falconer Flight and Ekuanot give the ABV: 6.8% Packages: 12 beer’s finish subtle notes of citrus and melon, meant oz. cans and draught to mimic a lime squeeze). ABV: 4.8% Package: 12 oz. Availability: Now, year‑round cans only Availability: Year‑round, beginning in April Stony Creek Stony Creek Black Water Pils Big Cranky Double IPA Black Water Pils is a hoppy black pilsner (technically a Schwarzbier, traditionally A bold West Coast Double IPA, this is the Schwarzbiers were often called black pilsners) crankiest of Stony Creek’s IPAs. Different with a slightly increased hopping rate. An elegant hops contribute to a complex and juicy maltiness with mild, almost bittersweet notes character and its dry finish allows the hops of chocolate and coffee are what highlight this to stand out. While remarkable cranky, this hoppy black pilsner. Magnum hops impart a clean beer is extraordinarily drinkable. ABV: 9.5 hop bitterness, while Black Water’s, dry finish % Packages: 16 oz. cans and draught allows the Chinook and Tettnang hop spiciness to Availability: Now, year‑round shine through. ABV: 5.2% Package: 12 oz. bottles Availability: Now, year‑round 8 HeadyTimes v.19 www.amoskeagbeverages.com NewPRODUCTS Pacifico Draught Califresca Sangria Back in the early ’70s, SoCal surfers journeyed down Sangria is an instant crowd pleaser and one of the to Baja, exploring the breaks along the way. They most versatile cocktails out there. You can enjoy stopped in cantinas and came upon a beer called it with food or on its own, day and night! New Pacifico, a rich, golden lager born in Mazatlán and Califresca Sangria FMBs are blended to perfection popular among the locals. They returned explorers, with the right balance of sweetness and refreshing carrying cases of cerveza. Consumers are drawn to taste to ensure that everyone can enjoy Pacifico because it holds a mystique, just like its place these delicious drinks. of origin, the Baja coastline. Pacifico is a frame of mind. It’s the unmistakable belief that life is Red Sangria best measured by discoveries. That A delicious mix of red wine, berry, grape and boundless spirit has allowed Pacifico citrus notes combined with a sparkling mouth to expand beyond the Baja coastline to feel, brings this sangria flavor to life. wherever adventure is found. This hearty, ABV: 4.5% Package: 11.2 oz. bottles crisp, clean, refreshing lager, previously only Availability: Year‑round, beginning available in cans and bottles only, is in April now available in draught! ABV: 4.3% Availability: Now, year‑round White Sangria A crisp blend of orchard fruits, blood orange and champagne flavors, combined with a touch of Cervezas Clásicas Variety Pack bubbly, makes for a light and crisp sangria flavor. Experience the authentic cervezas of Mexico in the ABV: 4.5% Package: 11.2 oz. bottles only Cervezas Clásicas Variety Pack. This exciting, new mix Availability: Year‑round, beginning in April pack includes: Corona Extra, refreshing and smooth, the #1 selling import beer in America has a fruit-honey The Red Bull Green Edition malt aroma and a crisp, balanced flavor;Corona Light, a thirst-quenching lager known for its great taste and Same wings – different taste. The Red Bull easy-drinking profile at only 99 calories;Victoria , a Green Edition combines the functionality of rich amber-colored, Vienna-style lager with a slight Red Bull Energy drink with the delicious taste malt sweetness & a crisp, smooth finish andPacifico, of Kiwi Apple. Package: 12 oz. cans only a rich, golden lager that is hearty, crisp and clean. Availability: Now, year‑round Availability: Now, year‑round The Red Bull Sugarfree Purple Edition & Lime Edition Want wings without the sugar? Introducing new Red Bull Purple Edition with the taste of Açaí Berry and new Red Bull Lime Edition with the taste of Limeade – they’re sugar free! Package: 12 oz. cans only Availability: Now, year‑round

Nauti Seltzer Introducing Nauti Seltzer, a low calorie, low carb and refreshing new alternative in the fast growing hard seltzer category. Nauti Seltzer is a ready to drink, premium malt beverage that brings together the wonderful effervescence of seltzer with natural fruit flavor. The result is a refreshingly light, easy drinking hard seltzer that is always ready to go wherever your adventures take you. Nauti Seltzer comes in four delicious flavors: Raspberry, Lemon Lime, Grapefruit and Cranberry. Dive in and get Nauti. ABV: 5% Package: 12 oz. cans only Availability: Now, year‑round

www.amoskeagbeverages.com HeadyTimes v.19 9 NewPRODUCTS A New Look for A New Look for UFO Samuel Adams Rebels A new UFO is landing near you! This spring, UFO will The Samuel Adams Rebel family has some new have fresh new packaging for all of its beers, including duds! Rebel IPA, Rebel Rouser IPA and Rebel UFO White, UFO Hefeweizen, UFO Raspberry, and the Grapefruit IPA all have new label graphics. And new summer seasonal, UFO Huckleberry! Between the the look isn’t all that’s changed for Rebel IPA, new packaging and the new beer, your spring/summer which now features a new recipe as well! will be out of this world. Availability: Now, year‑round Rebel IPA is now being brewed with two new hop varietals, HBC 566 and HBC 682. HBC 566 is a proprietary and exclusive hop variety to Sam Adams that has been in development since 2013, and adds a touch of lemon/lime, orange and eucalyptus flavor. HBC 682 is used solely as a bittering hop in this beer to impart a pleasant bitterness with a strong and earthy aroma. The new Rebel IPA offers an intense, juicy, tropical and citrus flavor, supported Switchback Citra-Pils by a leaner body and a crisp, clean finish Now Available Year‑round to optimize the hop character. ABV: 6.5% Packages: 12 oz. bottles, 12 oz. cans and Previously available as a draught Availability: Now, year‑round seasonal, Citra-Pils is the first year‑round beer that Samuel Adams Switchback has released, Rebel Juiced IPA Cans other than their flagship, Switchback Ale. Citra-Pils Previously available in bottles and draught is a special “twist” on only, Rebel Juiced IPA is now available in the classic pilsner style. 12 oz. cans as well! Rebel Juiced IPA offers a It is brewed in the most bold hop character paired with refreshing fruity traditional way, using notes. It’s medium-bodied with a slightly golden color only light pils malt and Saaz hops. After a six-week that brings a big tropical aroma of guava, passion fruit lagering process, they dry hop this beer with a blend of and mango. ABV: 6.2% Availability: Now, year‑round Citra and Saaz. The bright lemony citrus notes of the Citra complement the noble Saaz character perfectly, A New Look for Traveler yielding a delightfully refreshing pilsner with a decidedly nontraditional twist. Citra-Pils is carbonated naturally Packaging and labels and left unfiltered for the fullest flavor possible. Some for Traveler’s lineup yeast sediment is normal. ABV: 5.1% Packages: 12 oz. of shandies has been bottles and draught Availability: Now, year‑round updated for 2017. Check out the fresh new look! Availability: Year‑round, Seagram’s Escapes beginning in April Calypso Colada Unwind with the delicious island flavors of coconut and pineapple with a refreshing Harpoon Hoppy Adventure Seagram’s Escapes Calypso Colada. Previously available only at Harpoon’s ABV: 3.2% Packages: 11.2 oz. bottles beer hall, Hoppy Adventure is a double IPA and 23.5 oz. cans Availability: Now! with a pronounced citrus and tropical fruit aroma. Golden pale with a slight haze, it has a subtly sweet character from the malt profile and a crisp, hoppy finish.ABV: 7.8% Packages: 16 oz. cans and draught Availability: Now, year‑round

10 HeadyTimes v.19 www.amoskeagbeverages.com NewPRODUCTS A New Look for Moat Woodstock Inn Brewery News Mountain Czech Pilsner Cans Czech it out…. Moat Mountain’s Czech Pilsner cans have a new design! Same great beer in a new sexy package! Moat’s take on the classic Bohemian pilsner is given extra time to properly lager. Pouring clear, bright gold with a Woodstock Inn Brewery is committed to being frothy white head, this a better brewery every day. They’re excited to beer has finesse. Fresh and light-bodied, Czech Pilsner announce they have taken great strides to make has crisp flavors of roasted grain, light citrus and pepper improvements to their brewery and produce the followed by a clean, slightly floral, dry finish. Czech best possible quality beer. Mate! ABV: 4.9% Packages: 16 oz. cans and draught The biggest factor in this evolution is the switch Availability: Now, year‑round Woodstock made from Ringwood yeast to London Ale III. This has vastly improved the beer, elevating Rogue Dead Guy Ale it to a more modern flavor profile. The new yeast helps showcase the true intended flavors in all of Now available in cans, Rogue Dead Guy Ale Woodstock’s beers. is inspired by the style of a German Maibock and brewed using their proprietary Pacman Additionally, the NH brewer has built a state-of-the- yeast. It is deep honey in color with a malty art, onsite quality control lab. Woodstock now has the aroma, rich hearty flavor and a well-balanced full capability to test and ensure that the quality of finish. “It has a deep reddish amber hue. their beer is completely spot on for their customers. Generous toasty malt aromas and earthy Heading this huge transition is Woodstock’s new hops that follow through on a moderately brewer Frank Heidenreich. Frank has extensive full-bodied palate with fruity accents and knowledge, more than 30 years in the brewing a long spicy hop finish. A delicious hybrid style with industry and is innovative in his decision making. bock-like maltiness but ale-like hopping.” –World Beer Woodstock Inn Brewery is confident that with his Championship Judges ABV: 6.5% Packages: 12 leadership, they’ll be able to exceed demands and and 22 oz. bottles, 12 oz. cans and draught expectations in the New England craft beer industry. Availability: Now, year‑round! Woodstock Inn Rogue 6 Hop IPA Bluebird Day Pale Ale In a bold collaboration with Mother Nature, The Woodstock Inn Brewery is very excited to introduce Rogue grows their own varieties of aroma Bluebird Day Pale Ale. This beer has a fruity aroma and hops at Rogue Farms in Independence, OR. notes of melon and strawberry with a subtly-hopped The brewery also strings, stakes, trains, tests, finish. Bluebird Day Pale Ale brings with it a new trims, separates, sorts, kilns and cools them. boldness and expression of Woodstock’s passion for Brewmaster John Maier meticulously selected brewing craft beer. ABV: 5.4% Package: 12 oz. bottles and blended 6 varieties of Rogue’s own hops only Availability: Year‑round, beginning in May to create the big, beautiful bite of 6 Hop IPA. ABV: 6.6% Packages: 12 oz. cans and 22 oz. bottles Availability: Now!

www.amoskeagbeverages.com HeadyTimes v.19 11 SeasonalSELECTIONS When Demand Exceeds Supply Smirnoff Ice Red, White & Berry Just in time for the warmer months comes Many of our craft seasonal and specialty releases are a flavored malt beverage with an amazingly available in limited quantities. Breweries only produce a cooling taste of blue raspberry, cherry and certain amount of their specialty beers and Amoskeag does citrus flavors, all combined for a blast of all they can to get as much product as possible. In addition, summer fun. ABV: 4.5% Package: 11.2 oz. this magazine is compiled months prior to the decision made bottles only Availability: April by the brewery to allocate their products to the wholesaler. Variations in production for some of these limited release offerings will fluctuate, resulting in lower quantities than Smirnoff Ice anticipated. If you are interested in something you see in Seasonal Variety Pack this publication and it is out of stock when you place your Smirnoff Ice has combined the order, please contact your Amoskeag Beverages sales season’s best flavors into one festive representative to discuss a similar product. pack. The America-themed variety includes: Smirnoff Ice Original, Strawberry and limited edition Red, White & Berry, a cool mix of blue Blue Moon raspberry, cherry and citrus flavor. Summer Honey Wheat Availability: April Summer Honey Wheat’s subtle flavors of clover honey and orange peel pair well with Allagash James Bean grilled summer fare such as marinated Allagash brews James Bean with their blend of chicken or pork with a honey mustard 2-row malted barley. It’s hopped with Nugget sauce. ABV: 5.2% Packages: 12 oz. and Hallertau then fermented with Allagash’s bottles and draught (also available in the house yeast. After fermentation and aging in Blue Moon Summer Brewmaster Sampler) bourbon barrels for just shy of two months, Availability: Now! cold-brewed coffee from Maine coffee Blue Moon roaster, Speckled Ax, is added. The coffee beans used are naturally processed Ethiopian Summer Brewmaster Sampler beans, known for their stone fruit and dark Perfect for the spring and summer seasons, the berry flavors.ABV: 10.4% Packages: 750 Blue Moon Summer Brewmaster Sampler features a ml bottles and draught Availability: Limited lineup of beers for the transition from winter to warm quantities in late April weather. The variety includes: Blue Moon Belgian White Belgian-Style Wheat Ale, White IPA, Summer Allagash Little Brett Honey Wheat and new Mango Wheat Brewmaster’s This hazy, straw-colored beer features an aroma Select, created with mango bursting with pineapple and notes of bread crust. and a hint of honey for Little Brett is fermented with Allagash’s house a mild sweetness, with a Bretanomyces yeast and dry-hopped with Mosaic bright yellow-orange color hops, resulting in bright citrus notes and a mild, and cloudy wheat haze. refreshing tartness. ABV: 4.8% Packages: 12 oz. Mango Wheat is exclusive bottles and draught Availability: May to this sampler pack. Availability: Now! Shiner Strawberry Blonde Shiner, TX is known for beer. Poteet, TX is known for strawberries. This summer, the best of both worlds have come together in one tasty beer. Brewed with juicy, homegrown strawberries from the strawberry capital of Texas – and a mix of pale and wheat malts for a crisp finish –Shiner Strawberry Blonde is ripe for the drinking. ABV: 4.3% Package: 12 oz. bottles only Availability: May

12 HeadyTimes v.19 www.amoskeagbeverages.com SeasonalSELECTIONS Samuel Adams Summer Ale Angry Orchard Summer Honey Sam Summer is a golden, hazy, thirst-quenching Summer Honey is light and refreshing wheat ale that is perfect on any summer day. It with a fruit-forward apple taste. balances bright, citrus Noble hops and the peppery Made with a touch of wildflower spice of Grains of Paradise for a lively brew. honey, this seasonal cider is bright ABV: 4.1% Packages: 12 oz. bottles, 12 oz. cans and not overly sweet. ABV: 5% and draught (also available in the Samuel Adams Package: 12 oz. bottles only American Summer Variety Pack and Beers of Availability: May Summer Can Variety Pack) Availability: May Angry Orchard Samuel Adams Porch Rocker Summer Sampler Perfect on a summer day, Porch Rocker was inspired Great for any drinking by traditional Bavarian Radlers that mix beer with occasion, the AO Summer German-style lemonade. For their bright and citrusy Sampler includes six different Radler, Samuel Adams blended a Helles beer Angry Orchard styles: Crisp with lemon for a fresh-squeezed lemon taste, Apple, Easy Apple, Green effervescent sweetness and a slightly tart, refreshing Apple, Stone Dry, Summer finish. A light malt character and a hint of hops Honey and Elderflower. balance out this refreshing brew. ABV: 3.4% Availability: May Packages: 12 oz. bottles, 12 oz. cans and draught (also available in the Beers of Summer Can Variety Pack) Availability: May Samuel Adams American Summer Variety Pack Traveler 12-Can The Sam Adams American Refreshment Variety Pack Summer Variety Pack includes: The Traveler Refreshment Boston Lager, a perfectly Variety Pack includes: Traveler balanced and complex lager made Grapefruit Shandy, Aloha with the finest hand-selected Traveler Pineapple Shandy ingredients; Summer Ale, a and Curious Traveler Lemon golden, hazy, thirst-quenching Shandy. Availability: April wheat ale; Hefeweizen, a hazy, golden-amber brew filled with smooth wheat character; Berliner Weisse, a slightly tart and highly effervescent beer with bright flavor and a light, bubbly body; Tropic of Yuzu, a distinctive brew Sebago Simmer Down that gets a citrusy punch from yuzu, a Japanese fruit Simmer Down is a beautiful golden ale designed with juicy hints of orange & grapefruit and Golden Hour, for enjoying the long, easy days of summer. Boldly a light, golden lager with a dose of complexity from aromatic hop notes of mango and tropical fruit follow spicy, floral German Noble hops. Availability: May through to the end with a clean, crisp finish. Summer is now in session! ABV: 4.9% Packages: 12 oz. Samuel Adams Beers of Summer cans and draught Availability: March Can Variety Pack This summer variety pack of Sebago Whistle Punk Double IPA cans includes: Sam Adams Big, juicy American hops burst from this double IPA. Summer Ale, a golden, hazy, Whistle Punk has an abundance of tropical fruit, thirst-quenching wheat ale; citrus and pine aroma from the great hop blend. Porch Rocker, a Helles beer So, if you’re looking for something a little beyond with a fresh-squeezed lemon the typical… try a Sebago Whistle Punk Double taste and Session IPA, a IPA, it’s a winner! ABV: 8.2%, Packages: 16 oz. clean, crisp, easy-drinking IPA. cans and draught Availability: April Availability: May

www.amoskeagbeverages.com HeadyTimes v.19 13 SeasonalSELECTIONS Stony Creek Sun Juice Dogfish Head Saison du Buff Sun Juice is a refreshing Belgian summer The idea for this beer germinated way back in ale brewed with wheat. Saison yeast 2003 when three guys (Sam from Dogfish, Greg produces a silky body, while orange from Stone and Bill from Victory) formed the BUFF peel, grapefruit peel, coriander and alliance (Brewers United for Freedom of Flavor) chamomile impart a spicy and fruity – a noble endeavor with the goal to highlight complexity. It’s summertime, grab some the passion and camaraderie of the American Sun Juice! ABV: 5.5% Packages: 12 oz. craft brew movement. BUFF didn’t really do bottles, cans and draught anything (beyond a lot of talk) until 2010 when Availability: Now! the three brewers finally got together to jointly brew a beer at the Stone Brewery. Saison du Buff was first brewed at Stone and replicated at each of the other two breweries – same recipe, same ingredients, three different breweries. A saison Harpoon of sorts, the herbaceously outrageous Saison du Buff Camp Wannamango is brewed with parsley, sage, rosemary and thyme. ABV: 6.8% Packages: 12 oz. bottles and draught This pale ale begins with a subtle tropical aroma Availability: Now! and finishes with a kiss of mango. Golden- copper in color, Camp Wannamango is light in body with a slight hop bitterness and a Dogfish Head malty sweetness. ABV: 5% Packages: 12 oz. Festina Peche bottles, 12 oz. cans and draught Tart and refreshing, this neo-Berliner weisse is Availability: Now! the perfect summer companion. Lactic acid is added to the wort to deliver the green apple- Harpoon Summer Vacation like tartness that Berliner weisse’s are known You don’t need to take time off to enjoy a vacation for. Then fresh peaches are added to the (although it certainly helps!). Sure, taking over a beach whirlpool to balance the sourness, making for house is great, and a night in the mountains can be a refreshing summer-session-sour. ABV: 4.5% fun, but there’s a lot to be said for taking the summer Packages: 12 oz. bottles and draught as it comes. With fresh Harpoon beer, some friends, Availability: May a grill and summer weather, even an afternoon at home can be a vacation. Dogfish Head Harpoon’s Summer Romantic Chemistry Vacation mix pack includes: Harpoon IPA, This serious IPA is brewed with an intermingling Camp Wannamango, of mangos, apricots & ginger and then dry- Sweet Spot and hopped with three varieties of hops. Romantic Citra Sea. Take a Chemistry opens with tropical fruit and hop- vacation, anytime you forward aromas followed by flavors of sweet want – with Harpoon! pit fruit, mango and ginger. ABV: 7.2% Availability: Now! Packages: 12 oz. bottles and draught Availability: May

UFO Huckleberry UFO Splash Down Natural huckleberry flavor is added to this Splash into warmer hefeweizen to make it the perfect blend weather with UFO’s of sweet and refreshing for any and all summer variety pack, which summer fun. And what the heck does a includes: UFO White Ale, huckleberry taste like? A blueberry. But Raspberry, Hefeweizen better. ABV: 4.8% Packages: 12 oz. and new Huckleberry. bottles, 12 oz. cans and draught Availability: April Availability: April

14 HeadyTimes v.19 www.amoskeagbeverages.com SeasonalSELECTIONS Narragansett Del’s Shandy Moat Mountain Del’s Shandy is a collaboration between the Call It A Day! Double IPA iconic Rhode Island beer and the region’s Fashionably late to the party, Moat favorite summertime treat, Del’s frozen Mountain definitely took their time lemonade. The two flavors are combined perfecting this recipe for those who to create a most refreshing adult beverage. enjoy the pleasures of a delicious One sip leads to another. Taste and enjoy double IPA… East Coast style. It for yourself… it’s refreshingly different! has tropical aromas and flavors ABV: 4.7% Packages: 12 and 16 oz. cans of bright citrus and juicy hops. Availability: Now! Pineapple, tangerine, melon and stone fruit accentuate this tasty brew with a pleasant Narragansett Clam Shack soft bitterness and clean finish. Get ready to call it a Summer Variety Pack day! ABV: 8% Packages: 16 oz. cans and draught Availability: April Narragansett’s summer variety contains Narragansett Lager, a crisp and refreshing classic American lager; Moat Mountain Kearsarge Kölsch Summertime Citra, a superbly balanced golden ale made with 2-row pale malt and Citra hops; Kölsch is the local specialty beer of Cologne Del’s Shandy, a refreshing (Köln), Germany. As defined by the brewers of combination of Narragansett Cologne, Kölsch is “a light, highly attenuated, Lager & Del’s lemonade and hop-accented, clear top-fermenting” beer. Town Beach Pass IPA, a The German ale yeast used is unusual for a crisp session IPA with a hint beer that is fermented like a lager. The cold of passion fruit from the Citra temperatures give the style a dry quality, while hops. You can’t have the the ale yeast contributes some broad fruity perfect summer bash without and bread-like aromas and flavors not normally the Clam Shack Variety Pack! found in lagers. Kearsarge Kölsch is a seasonal Availability: Late March brew, very clean, crisp and delicately balanced with a modest amount of Noble European hops. Prost! ABV: 4.9% Packages: 16 oz. cans and draught Two Roads Availability: Limited quantities in May Road Jam Raspberry Wheat Ale Magic Hat Road Jam is fermented with over 2 pounds of real red and black raspberries IPA Playlist Variety Pak per case and is accented with fresh IPA Playlist is a list of highly hopped lemongrass. It has a stunning red color favorites spanning several genres and mouth-watering berry aroma. Fruity of IPAs. The 12-pak variety includes and refreshing, this Two Roads seasonal three bottles each of: Electric Peel is a must have in every beer lovers fridge! Grapefruit IPA, Low Key Session ABV: 5% Packages: 12 oz. bottles, cans IPA, Blind Faith IPA and Ticket to and draught Availability: Late March Rye IPA. Playlist is also available in 15 pack cans. Availability: May Two Roads Beer Bus Variety Pack Smuttynose The Beer Bus Variety Pack has some new passengers Blackberry Short Weisse for the new season. Road Smuttynose Blackberry Short Weisse is Jam, No Limits Hefeweizen, a twice-fermented, sour, fruit beer that’s Honeyspot Wheat IPA aged on blackberries. The result is a and Ol’Factory Pilsner tart, balanced and easy-to-drink beer are the featured cans in that’s perfect for all spring time activities. this seasonal variety pack. ABV: 5.2% Package: 12 oz. cans only Package: 12 oz. cans only Availability: Now! Availability: Late March

www.amoskeagbeverages.com HeadyTimes v.19 15 SeasonalSELECTIONS Switchback Sierra Nevada Party Pack Slow-Fermented Brown Ale Good friends and great beer go hand in hand, so rally- Slow-Fermented Brown Ale is a up your crew, grab this pack and let the party begin. beautiful chestnut brown-colored Sierra explored the spectrum of refreshing beer flavor beer with a rich roast and – from light and dry, to tart, to hop-heavy and crisp caramel malt flavor, delicately – so chances are, you’ll be covered. Just remember, balanced by hop undertones and with the promise of great beer, you a subtle sweetness in the finish. might find you have a Fermenting at cool temperatures few more friends. This with an ale yeast causes a stress- all-new variety pack reaction, leading to a clean flavor, coupled features: Sierra Nevada with a rich and full mouth feel. As a test, Switchback Pale Ale, Otra Vez, fermented their SFBA recipe normally and at a lower Hoppy Lager and River temperature just above the yeast’s tolerance. The results Ryed, an all- were remarkable. A testament to the importance of new rye pale ale. yeast to a beer’s flavor, the slow-fermented version has Availability: May a gentle creaminess that balances perfectly with the soft caramel overtones of the brown ale recipe, ending Sierra Nevada Hoptimum in a crazy smooth finish. It is a difficult and touchy This May will see the release of the new, beer to make, but you’ll be hooked on the results! reimagined Hoptimum Triple IPA 2017 Like all Switchback beers, Slow-Fermented Brown edition. This is an all-new take on the Ale is carbonated naturally and left unfiltered for the hoppiest beer Sierra Nevada ever brewed, fullest flavor possible. Yeast sediment is normal and with a new look and a new recipe, updated Switchback encourages you to mix the yeast back into for the modern age. Brewers selected the the beer to experience it as originally bottled. ABV: 5.2% finest, most flavorful hops, pushed them beyond their Package: 12 oz. bottles only Availability: April limits and forged them into this triple IPA. Reinvented Hoptimum provides a blend of tropical and citrus hop Stone Brewing/Maine Beer Co. aroma that delivers a refined yet aggressive character. ABV: 9.6% Packages: 12 oz. bottles and draught DaySlayer India Pale Lager Availability: May To create the second beer in Stone’s hardcore series of 2017 collaborations, brewers of Maine Woodstock Inn Beer Co. and Stone Brewing, teamed up to Falling Waters Double IPA unleash a mouth-shattering crescendo of palate-destroying hops, fermented with the Falling Waters Double IPA is a finest of pilsner strains. Bold, clean and crisp, smooth, light-bodied double IPA this India Pale Lager has an intense bready with tropical notes throughout character before turning sharply bitter with hints and a hoppy finish.ABV: 8% of pink peppercorns on the mid-palate, finishing Package: 16 oz. cans only clean and dry. ABV: 7.5% Packages: 22 oz. Availability: April bottles and draught Availability: April Woodstock Inn Lemon Blueberry Sierra Nevada Summerfest Pale Ale Sierra Nevada’s crisp summer lager is back again in 2017. This pilsner-style beer is brewed Woodstock Inn is bringing back their in the original Czech tradition. Crisp, golden, popular Lemon Blueberry Pale Ale dry and incredibly drinkable, Summerfest this season. This easy-to-drink pale has a delicate and complex malt flavor ale, with subtle notes of lemon and a spicy and floral hop character from and blueberry, is sure to be a the use of traditional European hops. It’s summer favorite again! ABV: 4.4% the perfect warm weather beer. ABV: 5% Packages: 12 oz. bottles and cans Packages: 12 oz. bottles and draught Availability: May Availability: April

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Everyone’s favorite fiesta is right around the corner. Time to meet your amigos for some chips and guac, big laughs and of course, a few rounds of Corona. The #1 cerveza of Cinco de Mayo is once again dialing up the excitement and encouraging friends to get out and celebrate the fiesta together. Consumers will be invited to #Limedrop leading up to and during the Cinco festivities. This will be communicated via a robust 360 degree campaign. Look for social media support on Facebook, Twitter and Snapchat as well as vibrant, thematic POS that will tie back to Corona’s Mexican roots with traditional Mexican textile work and brightly colored stucco cues.

Celebrate Cinco with Casa Modelo In 2017, Modelo Masterbrand will offer refreshed on and off- premise POS featuring Mexican-inspired mosaic tiling that reinforces Modelo as the authentic beer choice in an otherwise inauthentic holiday. This 360 degree campaign includes social media support, as well as English and Spanish language TV and digital video campaigns, estimated to reach over 75 million impressions combined!

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Smirnoff Ice Supports Our Troops with iPads for Soldiers Smirnoff Ice is proud to support and honor the soldiers and families who are giving the most to America. To show their appreciation, Smirnoff Ice is donating $50,000 to iPads for Soldiers, an organization dedicated to connecting those fighting overseas to their families back home, through technology.

Redd’s Light & Blue Summer is America’s favorite season and full of patriotic holidays where beer is a big part of the celebration. To help consumers who are planning a summer get-together and want to have something for everyone, Redd’s Light & Blue will ease their tension by creating a one-stop-shop for their beer needs during this “party stop” trip mission, which provides all the beer options they need for their summer celebration. Off-premise, eye-catching labels and special displays (available May 1st) help shoppers quickly zero in on potential options. Open Up Summer with Smirnoff Ice Blue Moon Toast the Moon This spring/summer, Smirnoff Ice will “Open Up Summer” by Regardless of life’s ups and downs, you can trust that bringing more fun and flavor every night the moon will rise and every Blue Moon to more occasions. Beginning Belgian White will have the same refreshing taste as the March 1st, Smirnoff Ice will day before. So, here’s a toast to a full glass and a full literally open up consumers’ moon. On-premise, secure features for each phase of the weekends by giving away 20 moon. Build suspense leading up to the full moon which will weekend getaways. POS will commemorate with a celebration or “toast.” Utilize the Full direct consumers to a microsite Moon LED available to countdown to the month’s full moon where they will submit a photo and celebrate each phase of the moon (ex. half off pitchers showing how they “open up the for the half moon). weekend” with Smirnoff Ice. Prizes will include vouchers to In the off-premise, POS will showcase a promo code and website cover a weekend getaway – that allows consumers to redeem two, free, limited-edition $1,500 in total! 16 oz. Blue Moon glasses, designed by a Blue Moon artist.

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Guinness Half & Half’s Beer cocktails continue to grow and pairing Guinness with other beers and beverages has long been a favorite among bartenders and beer enthusiasts. Guinness Half & Half’s is an ongoing program that provides tools and support to help drive more sales and profits by giving your customers delicious and great-looking combinations. Guinness reps will work with you and your bartenders to develop a menu of Half & Half’s based on partnering Guinness with Smithwicks, Harp and other beers. Utilize Guinness Half & Open Up and Unwind with Half tools to feature your custom Smirnoff Spiked Sparkling Seltzer Half & Half’s as specials and/or during happy hours. Encourage This spring/summer, Smirnoff Spiked Sparkling Seltzer will encourage your guests to make suggestions consumers to “Open Up and Unwind” with crisp, bubbly flavor. At only 90 and “co-create” Half & Half’s calories and one gram of carbs per serving, Smirnoff Spiked Sparkling Seltzer with your bartenders. shows people that they can have balance in their lifestyle. They don’t need to give up happy hour, they just need to #drinksmarter.

Raise the BARbeque with Guinness Blonde American Lager Guinness offers consumers the opportunity to trade up to “better beers” and this spring/ summer Guinness will help consumers elevate their summer grilling occasions. Lager is the best-selling beer style in the U.S., especially during the warmer months. POS will feature Guinness Blonde American Lager to capitalize on the strength of lagers during the summer season and promote a sweepstakes for consumers to win the ultimate grill station and other premium grilling accessories.

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Calling All Friends of Harpoon! The new and improved Friend of Here’s how it works: Harpoon loyalty program has officially • Login to Friend of Harpoon at launched! Now you can earn points friendofharpoon.com. for doing all those Harpoon things you’ve already been doing – like • Click “Harpoon Rewards” in the visiting the brewery, attending drop down menu. festivals, watching Harpoon’s videos, • Create a Rewards profile. sharing their content etc., then enter to win prizes with points earned! • Check out the “Earnings” page and start earning points. • Redeem points for entries to win prizes!

Traveler: The Unofficial Beer of Outside Traveler Beer Co. is celebrating summertime and the great outdoors with the Unofficial Beer of Outside program! Beginning May 1st, Traveler will be running an online sweepstakes as part of this exciting program. Consumers will enter at travelerbeer.com/unofficialoutside for the chance to win $500.00 and the ultimate backyard party pack that includes: a cornhole set, a Traveler-branded cooler, frisbees and koozies.

Coney Island Invites You to Nathan’s International Hot Dog Eating Contest Coney Island Brewery is partnering with the Nathan’s Famous International Hot Dog Eating Contest for a major summer promotion! Fans can enter an online sweepstakes for a chance to win a trip to Coney Island to be an official judge at the Nathan’s 2018 Hot Dog Eating Contest on 7/4/18. One winner and a guest will win a trip to New York City, courtesy of Coney Island Brewery, including airfare, hotel and spending money.

20 HeadyTimes v.19 www.amoskeagbeverages.com The BeerGUY Pull up a Chair and Stay Awhile… It’s Session Beer Season! By Steve Hawk As winter gives notes of grapefruit and the flavors of If you want to offer a beer from a way to spring and pine, citrus and stone fruit to round local brewery, East Intervale IPA summer, beer out its finish. It is brewed with four from Moat Mountain Brewing Co. drinkers put down different hops (Chinook, Cascade, in North Conway, NH is a wonderful, their pints of high- Comet and Azacca), then dry-hopped sessionable brew. East Intervale IPA alcohol beer and again, which gives the beer its piney is deep gold in color with orange pick up refreshing, citrus notes. hues, capped with a frothy, off-white easy-drinking head. The bitterness of this IPA has “A huge part of Belgian tradition “session” beer. But what exactly is a been kept in check, balancing out is using different ingredients and session beer? the simple malt profile. brewing methods to create new A great starting point is an aptly- flavors,” said Allagash Brewing Sierra Nevada Brewing Company named blog called “The Session Beer Company founder Rob Tod. “That’s in Chico, California offers a variety of Project.” Its author, Lew Bryson, is exactly what Hoppy Table Beer is.” sessionable beers. Sidecar Orange an authority on the subject. He says Pale Ale is a pale ale with a twist. Another great choice is Little Cranky a session beer must be suitable for It’s brewed with Cascade, Equinox Session IPA from Stony Creek drinking over an extended period of and Mandarina hops, which all have Brewery in Branford, CT. Little Cranky time and should be: a bright, citrus-heavy character.

“A session beer simply needs to be lower in alcohol, but NOT low in taste.”

• 4.5% alcohol by volume or less is aggressive, yet crafted to go down There’s also a hint of orange peel easy. Lemon Drop and Bravo hops from additions in both the brew • Flavorful enough to be interesting lend a fruity hop complexity with kettle and the fermenter that tweak • Balanced enough to enjoy lemon and orange highlights. This the classic hop profile and add a multiple pints session IPA has it all. zesty pop of bright orange flavor. Sierra’s Nooner Pilsner is a crisp, • Conducive to conversation Wachusett Light IPA from hoppy take on a classic German-style Wachusett Brewing Co. of Many breweries now offer session pilsner, one of the original session Westminster, MA is also an easy- beers that are available year‑round, beers. Nooner is easy drinking, yet drinking session beer with 112 so let’s take a look at some stand- packed with the big flavor of spicy calories per serving. outs. All of these examples are low and floral whole-cone hops. ABV, but some exceed Bryson’s When asked what the appeal of a Bottom line, a session beer simply recommendation slightly. session beer is, Derek Connelly, Craft needs to be lower in alcohol, but Beer Manager at Amoskeag had First up is Hoppy Table Beer from NOT low in taste. The flavors can a ready reply. “If you like to drink Allagash Brewing Company in run the gamut from spicy to fruity to beer… sometimes a lot of beer, you Portland, Maine. It’s a beer inspired extremely hoppy. Have fun choosing can’t always do that with an IPA, by Belgian tradition, but it’s clearly a your selection for 2017, as there is Belgian tripel or barrel-aged stout, so hybrid American style. Hoppy Table no shortage of options. session brews are perfect.” Beer features a hop-forward aroma,

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Labatt Great State of Mine 18 Pack Cans Featuring New England Graphics Labatt has partnered with the Northern Forest Canoe Trail to develop regional support, conservation and protection of the New England and Adirondack waterways. Consumers who purchase limited edition Labatt Great State of Mine 18 pack cans, featuring New England graphics, during the promotional window beginning May 15th and extending throughout the summer, will help to protect the New England and Adirondack waterways. Labatt will make a $.40 donation to the Northern Forest Canoe Trail for each unit purchased. Additionally, Labatt employees and wholesalers will be volunteering their time to help protect the waterways.