Fall 2020 | V.33 WE MAY NOT BE IN THE SAME BOAT BUT WE’RE ALL IN THE SAME STORM Delivering Excellence Seasonals Rethinking Retail New Products Programs NIGHT SHIFT BREWING | FALL SELECTIONS | TIPS FOR CLEAN TAP LINES Letter toTHE TRADE In This ISSUE Delivering the Taste of Excellence ...............1 Cover Story .........................2 Feature ...............................4 Brewer Highlight .................6 E WANT TO BEGIN THIS LETTER TO THE TRADE BY SAYING FIRST AND Dublin General Store ...........8 foremost, we hope you and your loved ones are all doing well. It’s very rare to have any conversation these days without talking COVID-19. W Littleton Freehouse While the coronoravirus has had an unimaginable impact on all of us, there’s one thing we’ve learned as the pandemic continues to ebb, flow and unfold, it’s Taproom & Eatery ...............9 imperative for not only companies, but individuals to be able to adapt quickly while being understanding toward others. Bookshelf ......................... 10 As a distributor, we have had to react swiftly to market conditions, with interruptions in supply chains, production levels and logistics as well as state- New Products .................. 11 mandated restrictions and the constant influx of new information. Through all of this, Amoskeag’s top priority remains the health and safety of our employees and our customers. We remain committed to providing a safe workplace New Packages ................. 13 environment for all our employees and the valued customers we service. Despite the challenges we continue to face every day, we’ve seen the pandemic Seasonal Selections .......... 16 bring out the very best in many people, from the healthcare staff and first responders fighting on the front-lines, to the essential workers providing food, products and services. These heroes include our own incredible Amoskeag team Programs ......................... 22 members who make sure our beer and other products get to store shelves and restaurant coolers to meet demand. Retail Edge ...................... 25 We all remain in this together. Our office, sales and delivery teams are always here to assist you, and we encourage you to reach out at any time. In the meantime, even though New Hampshire has been successful in preventing widespread infection, please stay safe and healthy. Now is not the time to relax coronavirus precautions. Hopefully very soon, we’ll put COVID-19 in the history books, but until then, thank you, as always, for your partnership and enjoy the rest of your summer. Scott Proulx Ed Murphy VP of Sales President Heady Times is published four times a year, courtesy of Amoskeag Beverages. DeliveringTHE TASTE OF EXCELLENCE Amoskeag People Get The Job Done Dave Gregoire Driver How long have you been with Amoskeag Beverages? 8 years. What’s your favorite part of your job? I love having my office on wheels. I get to travel from account to account and see different people each day. What’s the most challenging part of your job? Driving up Route 89 in a snowstorm! Your most used emoji? Coffee or tea? Coffee. Where would you go on your dream vacation? I’ve always wanted to visit Favorite meal and what beer you’d pair with it? Lobster with a cold New Zealand. Coors Banquet. Do you have a fun fact about yourself If you had your own talk show, who would your first guests be and you can share? Most people don’t know why? My guests would be Travis Pastrana, professional motorsports that in 2004, I did a 3½ year stint on competitor and stunt performer and Manchester native comedian, Adam night crew. Sandler, AKA, Larry the Cable Guy. Rob Condict Purchasing Agent How long have you been with Amoskeag Beverages? 19 years and counting. What’s your favorite part of your job? It’s never boring! What’s the most challenging part of your job? Trying to guess what beer you are going to buy before you even know that you’re thirsty. Your most used emoji? Coffee or tea? Coffee. Favorite meal and what beer you’d pair with it? Herbed chicken with roasted sweet potatoes. Ironically, I can no longer drink beer because of the gluten. If I could, a Switchback Ale would go great with this meal. What do you like to do in your free If you had your own talk show, who would your first guests be and time? I enjoy spending time with my family why? Paul McCartney, Chef José Andrés and Jon Stewart. They’re all very and friends. inspiring and you know they’d have some great stories to tell. Where would you go on your dream What was your first concert? Allman Brothers Band at Dartmouth vacation? I’d love to go on a tropical College, 1981. vacation to Hawaii. www.amoskeagbeverages.com HeadyTimes v.33 1 CoverSTORY Persevering During A Pandemic Doing what it takes to keep the doors open ven if you’ve never watched a single episode of the CBS television show Survivor, most likely you’re familiar with the Econcept. A group of very fit, competitive people faced with a barrage of difficult tests, battle it out to be the last person standing on a deserted island. Naturally, the sole survivor wins. Minus the desert island, does this sound like your work life right now? Just a few weeks ago, it seemed like we were making progress toward vanquishing the virus. The states and cities grappling with the highest incidents of hospitalizations and deaths, California & New York City, had successfully flattened the curve. Stringent shelter-in-place “red” restrictions were eased. But it was way too soon to declare victory. Infection rates soon began climbing in other parts of the country and it wasn’t long before “green” cities turned red. To lessen the spread of the virus, many states issued strict guidelines limiting how alcoholic beverages could be sold on premise (Please see sidebar for a brief rundown of NH guidelines). The requirements of social distancing, the added costs of personal protective equipment (PPE) and cleaning (on top facilities, so suppliers had to turn their of capacity restrictions) make it nearly impossible for full-service bars & focus to cans and the packaging materials restaurants to keep the doors open, let alone turn a profit. that carry them to market. Unfortunately, the demand across the country as well as The COVID-19 pandemic has been challenging for everyone. But for here in New Hampshire has just outstripped those whose livelihoods depend upon customers gathering in hyper- the supply and we’ve been dealing with out- social settings – bars, restaurants, hotels, clubs and catering venues – of-stocks in various canned products,” says adapting to the needs of safety-conscious customers and ever-changing Scott Proulx, VP of Sales for Amoskeag. government restrictions is daunting to say the least. But there are ways “We continue to work tirelessly with our to mitigate financial damage and be a survivor. suppliers to try and get our customers the Simplify, Simplify, Simplify beer they order. It’s been a very challenging situation to say the least.” Trying to please everyone is a costly business strategy (Be honest now, how many IPAs do you carry?). Even before the pandemic, customers Not to be forgotten are the local brands, overwhelmed by too many choices tended to spend less. And now the which are as valuable as ever for craft pandemic consumer is even less likely to try new things. During the drinkers. Most importantly, local brands shutdown, 69% of consumers reported buying brands they know and appeal to younger legal age drinkers trust. In these uncertain times, consumers aren’t shopping. They are (ages 21 to 34 years) who are the buying brands they know, which will deliver a reliable, comforting and consumers most likely to venture into bars quality experience. Right now, it’s wise to do away with slow moving and restaurants. products. Stick to a select, limited assortment of the fastest-selling Get Reacquainted with Your Sales Rep known brands in your market. It’s easier on the consumer and your staff, who in many cases are preparing orders to-go. Now is the perfect time to meet with your Amoskeag Sales Representative, who is What’s selling right now? Obviously, hard seltzers like White Claw and equipped with insightful information about Truly are safe bets. But when placing your beer order, think great brands the consumer and your situation. Your sales and category leaders. Tried-and-true classics in all category segments rep can do so much more than place an are growing in a way we haven’t seen in years. National crafts like order. Lean on your rep for their expert Sierra Nevada, Sam Adams, Harpoon and Blue Moon – buoyed by the knowledge of industry trends and top- introduction of Light Sky, are responsible for much of the increased beer selling beers. And they can also make sure sales. In fact, during the pandemic, these category leaders accounted for you don’t miss out on available programs 56% of that growth during the shutdown. designed to maximize profits. Mexican imports, such as Corona and Modelo are up, despite some Coming Back Strong and Safe fairly major outages caused by government-mandated brewery closings. And then there’s the can shortage. “When the pandemic hit in March, As consumers slowly start to return to breweries worldwide found themselves quickly needing to pivot away from on-premise accounts, above all else, kegs, which sell primarily to the on-premise, sports venues and banquet they’re looking to feel safe. It’s imperative 2 HeadyTimes v.33 www.amoskeagbeverages.com CoverSTORY to follow state and national guidelines and Current Alcohol Guidelines for NH Bars and Restaurants implement all social distancing measures While Granite Staters have been able to dine at outside to ensure your consumers know that you seating since late May, New Hampshire began to allow are making their safety a priority (Guidelines customers to enjoy dining inside restaurants with social can be found online at: www.covidguidance.