Fall 2013 | V.5 AMOSKEAG BEVERAGES AND Y ENGLAND GOES BIG WIT H COOR S LIGHT Retail Edge Seasonals The Beer Guy New Products Programs CIDERS FOR FALL | AUTUMNAL SELECTIONS | BAR RESCUE Letter to THE TRADE In This ISSUE Cover Story .........................1 Foods Plus ...........................2 Woodstock Inn Station & Brewery ................3 AVE YOU TAKEN A GOOD LOOK AT THE PEOPLE SHOPPING IN your store or sitting at your bar? Who are these people and what beer 4 H are they buying? Well, there is something to be learned by focusing on New Products ...................... these consumers and the different age groups they fall into. Marketers break down legal drinking age consumers into four groups: Seasonal Selections ...............5 Millennials, Generation X, Baby Boomers and Seniors. Millennials get the most attention. Born between 1979 and 2000, they have grown up with craft beer. They crave authenticity and seek out new food and drink experiences. Programs ..........................10 Millennials are less price conscious than previous generations, which means they are willing to spend more money on costlier items, if they think it’s worth it. Atmosphere and hanging out with their friends is very important to them. Retail Edge ........................12 But what about the people who were born before 1978? They have disposable income and some even have time to spend it. Take a peek at what we found. The Beer Guy ....................13 Generation X: Born between 1960 and 1982, described as a bridge generation that started out using landline phones but easily adapted to new technology…well, at least some of us. They remain true to their brands, until their brand lets them down. They frequent places that are hip with high energy and they are over the nightclub scene. Quality and good service keep them coming back. Baby Boomers: Making up 26% of the total U.S. population, this group was born between 1946 and 1964. Whatever you do, don’t call them old…most feel much younger than their chronological age. They don’t want to spend all their time cooking and cleaning up, they want to socialize. Seniors: 65 years and older, these seniors are much more demanding than the seniors who came before them. They want to continue to experience new things. They are a very active group, who want to be thought of as youthful. We will leave you with an interesting fact. Consumers over the age of 35, continue to spend money and any successful business needs to keep them in mind. National Restaurant News stated that Baby Boomers and Seniors form the single largest economic group in America with annual spending power of more than 2 trillion dollars! So there you have it, a little bit of marketing information coming from us… a Generation Xer and two Baby Boomers. Again, we thank you for your business. Ed Murphy Tom Bullock Kevin Emmons Heady Times is published four times a year, courtesy VP/General Manager President VP/Marketing Director of Amoskeag Beverages. Cover STORY Andy England, MillerCoors CMO, “Goes Big” with Coors Light EET CHIEF MARKETING OFFICER ANDY ENGLAND. Since 2006 he has been the man responsible for leading M Coors’s efforts in marketing and strategy. Before joining Coors, England spent more than 20 years driving profitably and growth for some of the world’s most recognized brands, including Hershey, Nabisco, Cadbury Schweppes and Dr. Pepper/Seven-Up. England’s insights and stead-fast focus on Coors Light’s Rocky Mountain Cold Refreshment have propelled the brand nationally up the ladder to become the United States’ second most successful brand. That’s quite an accomplishment in an era where premium lights are often written off by many beer journalists. And Coors Light’s gain of 0.3 share points is not to be taken lightly since rates of overall consumption of alcohol are not “With Coors Light, we’re shooting for a ten share nationally…” rising. Considering the obstacles that have affected beer sales lately (weather, unemployment and rising payroll taxes) Coors Light is holding its own and England believes there is reason to be optimistic. At a recent meeting of franchise wholesale distributors, where the rallying cry was “Go Big or Go Home”, England reminded the audience that, “The brand is number one in cities where crafts flourish – places like New York City, Portland and San Francisco.” He went on to explain, “When it gets hot, the beer shopper is looking for cold refreshment, and nothing delivers better than Rocky Mountain Cold Coors Light. That’s why we call it ‘The World’s Most Refreshing Beer’. The latest packaging innovations have reinvigorated the brand. The mountains on the package cue cold, and when the mountains on the bottle or can turn blue, you know that your Coors Light is as cold as the Rockies! We know from research that shoppers want to know when their beer is cold enough to drink. That’s why cold activation works as a selling tool at point of purchase.” In 2013, England and the Coors Light Marketing team aim to refresh the most people ever and that includes millennials, a generation whose taste in music embraces country in numbers never seen before. Through an exclusive sponsorship of country superstar Jason Aldean’s Night Train Tour, Coors Light will refresh this key demographic both body and soul. Don’t miss this opportunity to leverage your sales by participating in this program, which like Aldean’s take on country music, really rocks. www.amoskeagbeverages.com HeadyTimes v.5 1 Off-Premise SPOTLIGHT Foods Plus OCATION, LOCATION, LOCATION! NOBODY CAN DENY that Foods Plus’ address is a driving force for their business. The L 3,400 square foot gold mine is located directly above the Massachusetts line in Plaistow, NH. 28 years ago, Norm Dalphond and Jim Welling made a critical decision when they built their beer, wine and tobacco store in a brand new plaza. “We were the first business to move into this location and we are very fortunate that Foods Plus is the first stop over the Massachusetts boarder,” says Dalphond. Both Welling and Dalphond previously worked for the Market Basket chain, but decided to leave and open their own store in October of 1985. Upon entering Foods Plus, you can’t help but be amazed by the 26 cooler doors of cold beer that line the perimeter of the store. The variety is endless -- from domestics and imports, to craft, limited releases and draught. A segment of their business that has seen phenomenal growth is the big bottles. To accommodate the larger size bottle, Dalphond and Welling had custom racks built. “We have a large following of loyal customers and we try to supply them with all of their beverage needs,” says Dalphond. He recognizes that customers have become very knowledgeable in the ever-changing beer world, so they are prepared with a well-trained staff to help answer any questions. Dalphond tells us that he and Welling are working hard to grow the business in their Plaistow landmark. “We are all fighting for the same Co-owner, Norm Dalphond piece of the pie,” Dalphond adds, noting the growing competition in convenient store and super market business. Foods Plus has always been aggressive in advertising, signage and pricing. Banners and POS (Point of Sale) draw customers in and around the store and well-decorated beer displays can’t be missed! The back wall proudly displays a hand painted mural of both a Miller Lite and Samuel Adams logo, painted by Amoskeag employee, Chris Waszeciak and his sister. Dalphond was also quick to compliment his Amoskeag salesman, Rob Bohnwagner, who never ceases to amaze the owners with his creativity and display-building techniques. Foods Plus is a high volume, high energy establishment and Dalphond credits his location, great customer service and fair pricing as key factors to the store’s success. Keeping connected to the younger consumers is also important. Advertising on their website as well as Twitter and Facebook, keeps millennial consumers interested and connected. “Social media allows us to announce sales, new products and specials in real time,” he says. These are just a few ways Dalphond and Welling have made Foods Plus so successful after 28 years! 2 HeadyTimes v.5 www.amoskeagbeverages.com On-Premise SPOTLIGHT Woodstock Inn Station & Brewery EADY TIMES HAD A UNIQUE opportunity while at the Woodstock Inn Station H & Brewery. Not only did we get a behind the scenes tour of the award-winning brewery, but we got an inside look at Woodstock Station, a legendary North Country bar and restaurant. Here’s a bit of what Heady Times learned after speaking with owner, Scott Rice and head brewer, Butch Chase. The Woodstock Inn Station & Brewery is a base camp in the White Mountains, located at the intersection of two of America’s From left to right: Brian Angelone, head of packaging, most scenic byways. Guests are given an unforgettable experience Garrett Smith, brewery sales manager, Mark Babson, asst. brewery here. With their gorgeous, natural backdrop and convenient location manager, Scott Rice, owner and Butch Chase, head brewer on Main Street, the Inn provides the ultimate destination for relaxation, fabulous food, hand-crafted brews from their on-premise brewery, guest rooms and a brand new, beautiful event space. Dating back to the 1800s, the Woodstock Inn has gone through many transformations through the years. 16 years ago, owner Scott Rice asked his friend and bartender, Butch Chase, if he wanted to help start an on-premise brewery. This is when the magic began. Rice told Heady Times he fell in love with the White Mountains after many ski trips to NH while attending college in Massachusetts.