Delivering Excellence Seasonals the Beer Guy
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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.