Heady Times Summer 2016

Summer 2016 | V.14

ALL STAR DISTRIBUTING

Henry’s Hard Soda Speaks to Fun-loving Gen-Xers Retail Edge Seasonals The Beer Guy New Products Programs C A ROL S T OU D T OF S T O U D T S B R E W I N G C OM PA NY | SU M M ER SELEC T I ONS | CITRUS BE E RS

Letter toTHE TRADE An Explosion of Flavor is Fueling Sales

N THE BEER BUSINESS, FLAT IS THE NEW NORMAL. But if you will pardon the pun, FMBs (Flavored Malt Beverages) and other fruit-flavored offerings are putting a healthy head of foam back on beer.

Driving these sales are Millennials and slightly older Gen-X consumers (both men and women) who crave new, cutting-edge flavors. They act like heatseeking missiles locking in on a target. And there is plenty of data to back that up. Trade journal Beer Marketers Insights just reported that fruit-flavored adult beverages, purchased mostly by these two age groups, now account for more than 13 percent of beer sales. Based on the analysis of repeat purchases, that number will only continue to grow.

“Check out this edition of Heady Times for the best in flavor-driven adult beverages. They are sure to ‘sweeten’ your summer sales.” So which products are we talking about? In a word, all the “hards”: Hard soda, hard cider, hard tea, hard lemonade and the newest entrant, hard sparkling water. They are giving consumers exactly what they want – lots of choices, ever-changing flavor options, refreshment and quality ingredients. They appeal to non-beer drinkers, and to those who describe themselves as beer drinkers, who occasionally want to drink something other than “traditional” beer. And consumers think they are fun and perfect for casual get-togethers, which happen frequently during the summer.

In This ISSUE Cover Story �� 1 Brewer Highlight �� 2 West Lawn Beverage Co. �� 3 Bulls Head Public House �� 4 New Products �� 5 Seasonal Selections �� 7 Programs �� 10 Retail Edge �� 16 The Beer Guy �� 17

If sky-rocketing sales aren’t enough to convince you that you should be offering your customers a variety of flavored beverages, Nuno Teles, Chief Marketing Officer for Heineken USA, has another compelling reason. Teles looked at 120,000 households to see exactly what they purchased. He concluded that consumers have a personal brand set in their heads that consists of 12 beverages. So even if the person self-identifies as a beer drinker or a wine drinker, in reality everybody is drinking everything. Translation: You will be forfeiting sales if you don’t offer your customers products from all the different “flavor-driven” categories. Check out this edition of Heady Times for the best in flavor-driven adult beverages. They are sure to “sweeten” your summer sales. As always, thank you for your business.

Dominic Origlio President

Heady Times is published five times a year, courtesy of All Star Distributing

CoverSTORY TV Commercials for Henry’s Hard Soda Speak to Fun-loving Gen-Xers

ENRY’S HARD SODA HIT THE SHELVES ON THE FOURTH OF January and it is already a leading brand in the hard soda category. Understanding that today’s consumers seek variety as well as great taste, two flavors were released simultaneously – ginger ale and orange. Henry’s Hard Ginger Ale, a balance of fresh ginger and herbal notes, is the nation’s best-selling hard ginger ale. Not to be outdone, Henry’s Hard Orange Soda, a not-too-sweet blend of natural Valencia oranges with a tart finish, is the nation’s number two bestselling orange. Besides the fun flavors and great taste, Henry’s ABV is a not-too-boozy 4.2%, about the same as a light beer. “We’ve sampled Henry’s with lots of consumers and the liquid gets great reviews,” said Bryan Ferschinger, Senior Director of Brand Innovation for MillerCoors. “And the brand has really proven itself. Even when the weather was bad earlier in the year, sales were on the upswing. I expect to see a nice bump in sales this summer.”

Bryan Ferschinger, Senior Director of Brand Innovation for MillerCoors

Flavors come and go in the FMB category, Ferschinger is confident that the Henry’s line of hard sodas won’t flame out, and with good reason. “Henry’s is the only hard soda with a national ad campaign. We are investing behind the brand to drive strong consumer awareness, particularly with Gen-Xers who grew up loving soda. These folks have adult responsibilities now, but they still like to have a good time, whenever they can fit it in. Since Henry’s ABV is only 4.2%, they can drink a few and not feel it the next day. That is what we mean by living ‘Hard-ish’. The commercials speak to Gen-Xers who have grown up, but not grown old.” If you are a fan of Comedy Central, AMC and Netflix, you have probably already seen the commercial for Henry’s called “Sunday Funday” in which a few couples are watching a ball game. As they begin to cheer, an infant is heard crying over a baby monitor. The group quickly settles down. The realities of parenthood have momentarily intruded upon their fun, little get-together. They are living Hard-ish while enjoying an orange soda or ginger ale, with a bit of a boozy kick.

That’s the run down on Henry’s. Check the recipe below for the Miller Moscow Mule. It’s a riff on an old cocktail that’s trendy once more.

Moscow Mule Meet Miller Mule 1 Henry’s Ginger Ale 1/2 a can or bottle of Miller Lite 1/2 oz. lime juice

“Most ad campaigns go after Millennials, the ‘juice box generation’,” Ferschinger explains. “Gen-Xers have received less attention. Henry’s lets them enjoy the familiar orange and ginger ale flavors they loved as kids, while encouraging them to have some grown up fun when they can. We will be coming out with Henry’s Hard Cherry Cola (see page 5 for details) this summer and we won’t be letting up on our national ad buys. We have a great product that’s a shining star and we plan on driving growth in this segment for a long time to come.” Breaking News – IRI just announced that the sale of hard soda is up $109.3 million year to date. The segment is flying! www.allstardistributing.net HeadyTimes v.14

BrewerHIGHLIGHT Carol Stoudt Stoudts Brewing Company

HEN ED AND CAROL STOUDT OPENED STOUDTS Brewing Company in 1987, it was one of just 73 breweries in the United States. Today, with over 4,000 breweries operating nationwide, Stoudts remains a key player in the Pennsylvania beer scene. It was out of necessity that the brewing company became a business. Ed and Carol had brewed their own beer, but due to antiquated Pennsylvania liquor laws that made brewpubs illegal, they could not serve the beer in their restaurant, Black Angus, located next door. To get around this, Stoudts Brewing Company was officially formed with Carol as the owner, making her the first woman since Prohibition to open a brewery.

Carol Stoudt behind the bar at Black Angus Restaurant & Pub, adjacent to the brewery

From the get-go, Stoudts displayed its prowess in the brewing industry. At the 1991 Great American Beer Festival, Stoudts was the only PA brewery to win a gold medal, and the only multiple medal winner on the East Coast. Today, Stoudts is the most awarded brewery in Pennsylvania. In early May, the brewery was awarded a gold medal at the World Beer Cup in the German-style Bock or Maibock category for their Mai Bock, a rich, full-bodied beer brewed with the finest 2-row barley and a subtle amount of noble hops. With a perfect balance of malty sweetness and hop character, this beer has been winning awards since the early 90s. In honor of Stoudt’s German heritage, most of the brewery’s beers meet the standards of the German Purity Law, something Ed Stoudt feels very strongly about. Brewery rep Jack Sweeney explains, “We know sours and fruit beers are popular right now, but they are not German styles, so you won’t see any of those from Stoudts. However, our brewers do like to experiment with different ingredients in the limited release firkins we call the Brew Master’s Reserve. Last year we brewed our APA with jasmine and it was incredible.”

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As Stoudts approaches its 30th anniversary next year, they show no signs of slowing down. Just in the past year, they launched a seasonal variety pack, made products available in cans and 12 packs and debuted redesigned packaging. In anticipation of the upcoming anniversary, a new winter seasonal is being brewed and there is some exciting barrel aging going on at the brewery. For the most part, however, Stoudts will go about business as usual. Carol will attend local events to mingle with fans and Ed will give his animated brewery tours on the weekends. Staying true to themselves, and doing what they do well, has contributed to their well-deserved success thus far. As for the next 30 years… we’re sure they will be just as remarkable.

Stoudts Brewing Co. on North Reading Road in Adamstown, PA

Off-PremiseSPOTLIGHT West Lawn Beverage Co.

INCE 1951, THE DERR FAMILY OF WEST LAWN, PA has been diligently serving the finest selection of beer to the small Reading suburb. Today, Tom Derr runs the shop along busy Penn Avenue with two of his sons, Richard and Michael. Tom explains that, although it hasn’t always been easy, the family has worked together to maintain this successful enterprise. How have your customers’ buying habits changed over the years? There are so many more choices when it comes to beer selection. Customers used to come in and know exactly what they wanted, or at least had a smaller variety to choose from. Now, we have many customers who take their time and browse the store. How have you accommodated all the changes in the industry?

From left to right, Michael, Tom and Rich Derr

We have expanded the store four times over the years. Regarding 12-pack sales, we had to add shelving and a few rows of coolers. The front of the store is dedicated entirely to craft beer and it’s all organized by category. That’s one of the biggest things we’ve done, we expanded our offerings. What sets you apart from the competition? We’ve been recycling our customers’ empty cans since 1984. They bring in their empty beer cans, we weigh them and pay the customer accordingly. We have a big machine in the back that crushes the cans into cubes and then we recycle them.

Machine used to crush cans before recycling

What are your plans for the business down the road? It’ll always be a family business. I took over for my parents and one day my boys will take over for me. Besides that, we just have to keep on going no matter what comes our way.

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On-PremiseSPOTLIGHT Bulls Head Public House

ULLS HEAD PUBLIC HOUSE IN LITITZ, PA, OWNED by Liverpool native Paul Pendyck, is modeled floor to ceiling after a traditional British pub. Here, an eclectic mix of traditional British pub food is served alongside some of the most popular craft beers on the market today. Bar manager and resident beer expert Carson Kegerreis dishes on the pub, the beer industry and what it takes to stand out. Bulls Head was recently named, “Best Beer Bar in Pennsylvania” by CraftBeer.com. How did you earn such an accolade? The voting was customer-based, and I think I speak for all the staff here when I say we have a great relationship with our customers. We like to introduce them to new beers and if we we’re putting a highly sought-after beer on tap, we Bar Manager, Carson Kegerreis don’t make a big deal about it so our regulars get a chance to try to it. It’s our way of letting our loyal customers know that we value their business, and it’s a nice treat for them. What does your beer selection look like? We have 14 taps, 2 casks and over 80 different bottled beers, some of which are cellared. We keep a variety of beers on tap, with designated lines for certain styles, so there is always something for everyone. This really helps to turn people on to new beers. How do you discover new beers to bring in? I’m pretty tuned in to the industry. I have a lot of beer at my house so I like to “work from home” to discover new beers. I love traveling and I always make it a point to try new beers and visit the breweries in the city I’m visiting. What beer trends are you noticing at Bulls Head? Sours are definitely picking up and that’s so good to see because they are somewhat of an acquired taste. Aside from that, IPAs are still very popular and so are our cask beers. We have two casks tapped at all times. What is your favorite part about working in the industry? The cool thing about beer is everyone tastes it differently, so there are always going to be beers you love that someone else might not. I like having those conversations with customers and seeing how they interpret different beers.

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NewPRODUCTS Truly Spiked & Sparkling

Heavy Seas Pounder Pils

New from The Boston Beer Co., Truly Spiked & Sparkling beverages are just 100 calories and 2 grams of carbs per serving, glutenfree and made with simple ingredients – no artificial flavors or sweeteners. This isn’t the sparkling water you grew up drinking – Truly Spiked & Sparkling takes a timeless classic and gives it a modern, grown-up, spiked twist with a touch of fruit. Truly also offers convenience and ease, it’s ready to drink right from the bottle, perfect for active and social drinkers looking for a light, refreshing alternative to wine and cocktails. Truly Spiked & Sparkling is available in three styles:

Made with German malts and a plethora of European hops, Pounder Pils is an American interpretation of a classic European style. Exhibiting a crisp malt backbone and an herbaceous hop profile, this pilsner is quaffable and refreshing, smooth and elegant, showcasing a bright, yet zesty botanical aroma. Named for the weight of their shot, the most common naval cannons were called “six pounders”. At Heavy Seas, that means a six-pack of crisp, clean Pounder Pils. ABV: 5% Packages: 12 oz. bottles and draught Availability: Now, year-round in Berks, Lehigh and Northampton Counties

Colima Lime Some of the world’s best limes are grown in Colima, a small state on the Pacific Coast of Mexico. That’s why they are used to make Truly Spiked & Sparkling Colima Lime. The flavor is slightly tart with a crisp, but subtle sweetness. ABV: 5% Package: 12 oz. bottles only Availability: Now, year-round in Berks, Lehigh and Northampton Counties

Pomegranate Pomegranates are known for their juicy sweetness, complemented by a slight tart flavor. Truly Spiked & Sparkling Pomegranate is clean, crisp and refreshing with a hint of this juicy super fruit. ABV: 5% Package: 12 oz. bottles only Availability: Now, yearround in Berks, Lehigh and Northampton Counties

Grapefruit & Pomelo

Henry’s Hard Cherry Cola Made with real cane sugar, Henry’s Hard Cherry Cola boasts a refreshing balance of cola and cherry flavors. ABV: 4.2% Package: 12 oz. bottles only Availability: Year-round, beginning in August in Berks, Lancaster, Lehigh and Northampton Counties

Strongbow Cherry Blossom This new flavor delivers a cut-through refreshing taste with delicate cherry blossom and red fruit aromas and an underlying note of apple, with a sophisticated shade of red. ABV: 4.5% Package: 12 oz. bottles only Availability: Now, year-round in Berks and Lancaster Counties

Grapefruit & Pomelo has a fresh aroma of citrus on the nose, followed by tart and tangy notes. Pomelo, a lesser-known citrus fruit, contributes an undercurrent of sweetness to balance the grapefruit. ABV: 5% Package: 12 oz. bottles only Availability: Now, year-round in Berks, Lehigh and Northampton Counties www.allstardistributing.net HeadyTimes v.14

NewPRODUCTS Not Your Father’s Vanilla Cream Ale Small Town continues to follow its gruitinspired tradition in launching its third innovation – an American classic flavor, Vanilla Cream Ale. Not Your Father’s Vanilla Cream Ale is brewed with Madagascar vanilla and combines a lightly sweet flavor with a smooth finish to create a refreshing beer. ABV: 4.1% Package: 12 oz. bottles only Availability: Now, year-round in Berks and Lancaster Counties

A New Look For Smirnoff Ice This summer brings a bold new look for six flavors of Smirnoff Ice! The exciting changes include new label and package designs as well as liquid color upgrades. Grape, Green Apple and Raspberry will be moving to true-to-fruit vibrant colors!

Not Your Father’s Variety Pack Small Town continues to deliver the taste of nostalgia by offering all three of its classic American flavors in the Not Your Father’s Variety Pack. This pack includes: Ginger Ale, Root Beer and new Vanilla Cream Ale. Availability: Year-round, beginning in June in Berks and Lancaster Counties

Long Trail Cranberry Gose This fruit-filled take on the gose style is brewed with cranberries from Bluewater Farms in Massachusetts, coriander and a splash of salt. The result is a refreshingly tart and effervescent cranberry concoction built to fuel your warm weather-inspired wanderlust. ABV: 4.2% Packages: 12 oz. bottles and draught Availability: Now, yearround in Berks, Lancaster, Lehigh and Northampton Counties

Lagunitas Aunt Sally To make this unique, dry-hopped, sweet, tart, sour mash ale, the wort is soured on the hot side with Lactobacillus. It tastes like a big bowl of fruity candy or some chewable flavored vitamins, but what’s the difference? It’s sweet, tart and sassy, just like the tasty cherry pie that your favorite aunt makes. For all the Aunt Sally’s out there, you know who you are... ABV: 5.7% Packages: 12 oz. bottles and draught Availability: Now, yearround in Lehigh and Northampton Counties

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SeasonalSELECTIONS When Demand Exceeds Supply

Dogfish Head Festina Pêche

All Star also sends a craft email blast, weekly to inform customers of seasonal offerings that are available to you immediately and ones that will be in stock soon.

Festina Pêche is a refreshing neo-Berliner weisse fermented with honest-to-goodness peaches. The Berliner weisse-style is characterized by its intense tartness. In addition to fermentation with an ale yeast, Berliner weisse is traditionally fermented with lactic cultures to produce its acidic or green apple-like character. To soften the intense sourness, Berliner weisse is traditionally served with a dash of essence of woodruff or raspberry syrup. In Festina Pêche, since the natural peach sugars are eaten by the yeast, the fruit complexity is woven into both the aroma and the taste of the beer so there is no need to doctor it with woodruff or raspberry syrup – just open and enjoy! ABV: 4.5% Packages: 12 oz. bottles and draught Availability: June in Berks, Lancaster, Lehigh and Northampton Counties

If you are interested in receiving this email please contact Jessica Lawrence at jlawrence@origlio.com with your email address.

Dogfish Head Bière de Provence Saison

Many of our craft seasonal and specialty releases are available in limited or extremely limited quantities. Breweries only produce a certain amount of their specialty beers and All Star Distributing does all they can to get as much product as possible. In addition, this publication is compiled months prior to the decision made by the brewery to allocate their products to the wholesaler. Variations in the production for some of these limited release offerings will fluctuate, resulting in lower quantities than anticipated. If you are interested in something you see in this publication and it is out of stock when you place your order, please contact your All Star Sales Representative to discuss similar options.

Narragansett 1975 Lager Retro Jaws Cans Again this year, Narragansett Lager will be available in the retro Jaws cans (12 and 30 packs) throughout the summer! Famously crushed by Captain Quint in everyone’s favorite shark-infested thriller, these cans are loved by all. Crush it like Quint all summer long! Availability: Now in Berks, Lancaster, Lehigh and Northampton Counties

Narragansett Summertime Citra Ale Extremely refreshing and drinkable, Summertime Citra is the perfect beer for a day at the beach or a backyard barbecue. Superbly balanced, this golden ale is made with 2-row pale malt and Citra hops. Strong aromas of citrus and passion fruit are balanced and mild on the palate. ABV: 4.2% Packages: 12 and 16 oz. cans Availability: Now in Berks, Lancaster, Lehigh and Northampton Counties

Inspired by the fields of Provence in southern France, Bière de Provence begins with 2-row wheat and rye malts, and Jarrylo hops. A bounty of herbs, including lavender, bay leaf, marjoram and chervil, gives it a floral and spicy nose. With a hazy golden appearance, Bière de Provence is fermented using a Belgian yeast strain for a sweet and malty flavor profile. This summer saison has a smooth finish with a flavor that’s just as complex as it is crisp and refreshing. ABV: 8.3% Packages: 12 oz. bottles and draught Availability: Limited quantities in June in Berks, Lancaster, Lehigh and Northampton Counties

Shiner Strawberry Blonde Brewed with perfectly ripe and juicy strawberries from Poteet, Texas (the strawberry capital of the state), Strawberry Blonde is a mix of pale and wheat malts that provide a crisp finish for a truly refreshing brew. ABV: 4.3% Package: Draught only Availability: June in Berks, Lancaster, Lehigh and Northampton Counties

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SeasonalSELECTIONS Great Lakes Lake Erie Monster Imperial IPA Issue a small craft advisory: this South Bay Bessie-inspired brew launches an intense hop attack amid torrid tropical fruit flavors. Astonishingly full-bodied with a leviathan load of American hops, Lake Erie Monster pairs well with steak, aged cheeses and tall tales. ABV: 9.1% Packages: 12 oz. bottles and draught Availability: June in Berks, Lancaster, Lehigh and Northampton Counties

Heavy Seas The Partner Ships Series: Rye Wit The Partner Ships collaboration series will feature beers brewed with Maine Beer Company, Troegs Independent Brewing, Terrapin Beer Company and Stone Brewing Company throughout 2016. Born on friendship, creativity and a boundless sense of adventure, the Partner Ships Series celebrates the spirit of American craft beer today. Rye Wit, brewed in collaboration with Terrapin Beer Co., is aged for 16 weeks in white wine barrels for a complexity never before tasted in the style. With aromas of light fruit, spice and citrus balanced by a spicy malt backbone, this brew is sure to delight the senses. ABV: 6% Packages: 22 oz. bottles and draught Availability: August in Berks, Lehigh and Northampton Counties

Heavy Seas Red Sky at Morning Part of Heavy Seas’ Uncharted Waters Series, this very special version of “Red Sky at Night” is brewed with authentic Belgian candi sugar. It’s then finished in Chardonnay barrels to give the beer a complex, dry finish. Old World (wine) meets New World (beer). The best of both worlds! Explore with reckless abandon. ABV: 10% Packages: 22 oz. bottles and draught Availability: Limited quantities in July in Berks, Lehigh and Northampton Counties

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Weyerbacher Jester’s Choice #5 The Jester’s Choice brews are one-off, experimental brews resulting from the creativity and collaboration of Weyerbacher brewers. Jester’s Choice #5 is a hefeweizen brewed with grains of paradise and citrus peels. Full-bodied with hints of white pepper, clove and banana, this brew has a refreshing citrus aroma and finish. ABV: 5.3% Package: Draught only Availability: Limited quantities in June in Lehigh and Northampton Counties

Weyerbacher 21 Weyerbacher’s 21st Anniversary beer is a bourbon barrel-aged stout brewed with cocoa and vanilla. The flavor profile is of chocolate cake with bourbon bacon icing. No actual bacon was used to brew this beer, but a hint of smokiness from a small amount of smoked malt blended with an earlier brew aged in bourbon barrels, gives Weyerbacher 21 some great flavors. ABV: 11.9% Packages: 12 oz. bottles and draught Availability: June in Lehigh and Northampton Counties

Weyerbacher IPA #2 This revolving small batch series is a great way for people to enjoy the freshest Weyerbacher IPA! Each new recipe features different, carefully selected hops. The second IPA release in this series features Simcoe and Denali hops. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: July in Lehigh and Northampton Counties

SeasonalSELECTIONS Samuel Smith’s Yorkshire Stingo A very limited seasonal beer to be released on August 1, 2016 (Yorkshire Day), Samuel Smith’s Yorkshire Stingo melds a historical beer style – “stingo” which is a strong ale from the north of England – with the signature elegance of Samuel Smith’s Brewery. Brewed with British malt and multiple hop varieties, Stingo is fermented in open-topped stone “Yorkshire Squares,” with the Samuel Smith ale yeast strain. It is then aged in oak barrels that previously held caskconditioned ale, gaining complexity and depth from the wood. A bottleconditioned beer, Stingo is a flavorpacked strong ale with perfect balance and refinement. Rich, deep, flavors of toffee, raisin, dried fruit and caramel ascend and ebb in waves, leaving soft oak notes. (The rear label shows the year brewed, which is the year before release, due to barrel aging and bottle-conditioning.) ABV: 8-9% Package: 18.7 oz. “Victorian Pints” only Availability: Limited quantities in August in Berks, Lehigh and Northampton Counties

Straub Hefeweizen This traditional Bavarian-style hefeweizen is a hazy, golden yellow color that pours with a substantial and lasting white, foamy head. The aroma is dominated by pleasant banana esters produced by the classic Weihenstephan wheat ale yeast used to ferment this beer. It is a refreshing and spicy brew with some subtle clove notes. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: Now in Berks County

Coronado 20th Anniversary Imperial IPA After two decades of coastal vibes, Coronado has grown into an award-winning brewery. And while they have grown, their passion for brewing great beer remains. To celebrate their 20th anniversary, the brewery created this massively floral Imperial IPA. Here’s to another year of staying coastal. ABV: 10% Packages: 12 oz. bottles and draught Availability: July in Berks, Lehigh and Northampton Counties

Evil Genius O’Doyle Rules O’Doyle Rules is a dry-hopped “almost IPA.” Falling somewhere between a pale ale, session IPA, hoppy blonde ale and American wheat ale, this approachable and highly drinkable golden ale is sure to tantalize the taste buds of both lupulin addicts and the hop shy alike. The use of malted oats and wheat give the beer a distinct creaminess, adding to the overall drinkability of the beer. A blend of American hop varieties, including Simcoe and Amarillo, are carefully balanced to create an aromatic, juicy, refreshing experience. Think you don’t like hoppy beers? Try out this almost IPA – it’s a hoppy beer for everyone. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: July in Berks, Lancaster, Lehigh and Northampton Counties

Crystal Ball Jamaican-Style Wheat From the land of wood and water comes a wheat-based ale with a Jamaican twist! A unique blend of ingredients makes this vivid burgundy ale an instant favorite. Pure mango flavors and real dried hibiscus flowers create a beer with an herbal and floral aroma & taste. Balanced hints of mango are noticeable upon first sip, while a refreshing tart and botanical finish leaves your palate craving more. Garnish with a lime to elevate the taste and aroma. ABV: 4.5% Packages: 16 oz. cans and draught Availability: Now in Berks, Lancaster, Lehigh and Northampton Counties

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Programs Miller High Life Heritage Packaging Miller High Life consumers understand and appreciate the value of heritage and craftsmanship and seeks quality brands that are tried and true. Following the extreme success of the Miller High Life 2015 Heritage program, the brand will be replacing its current equity packaging with heritage-inspired equity packaging for all the Miller High Life SKUs for the remainder of 2016. Following the Heritage program launch, running from May through August, Miller High Life will maintain one primary bottle, can and packaging design, all from the Heritage packaging, for all SKUs for the remainder of 2016.

Miller Lite Football For Miller Lite consumers, watching the Eagles is more than just a game watched every Sunday; the Eagles are a part of consumers. Watching Eagles games is a time when consumers can be themselves and reconnect with friends and fellow fans over a shared passion for football and the Eagles. Eagles fans wear the team colors proudly, because the colors represent consumers’ authentic selves. That is what Miller Lite is all about. Miller Lite will be the beer that enables these fans to show their colors, the ones that aren’t taken off. Miller Lite will showcase the fans that give 110%. The program will be a 360-degree marketing campaign from August through mid-October, featuring on and off-premise tools, digital content, radio, out of home and thematic national and alliance packaging and tools. The program will also include a “Buy Beer Get Gear” retail promotion featured on Miller Lite 12-packs. Consumers will have the opportunity to collect and enter unique codes found in select 12-pack Miller Lite packages and redeem the codes for Miller Lite and Eagles-branded prizes. 10 HeadyTimes v.14 www.allstardistributing.net

Labatt Blue #Zubaz Packaging Increase off-premise displays and on-premise rate of sale while connecting with young adults by utilizing the multi-colored #Zubaz design cans. The limitededition, green and white cans will be available from August through October. In 2014, Pilsner Urquell released the first 4-pack of 16.9 oz. limited-edition cans, drawing from designs from 173 years of Pilsner Urquell packaging, pub signs and cask marks. This summer, Pilsner Urquell will release the fourth version of these iconic designs. The limited-edition can program will be supported by off-premise tools and social media content from July through August.

Programs

Coors Light Football For college football fans and their teams, every Saturday is a mountain of anticipation. This summer and fall, Coors Light will celebrate the kickoff of the 2016 college football season and the rivalries that make the game great, along with the climb to the playoffs. This program will focus on the key tailgating occasion and support football fans by providing unique experiences through the Coors

Light rewards program, which offers StubHub ticket giveaways along with other great prizes for consumers. The program, although driven by college football, will also cater to NFL fans and the NFL season. The 360-degree program will feature on and off-premise retail tools, a rewards program through 12-packs, digital content, print content, out of home and experiential and rewards packaging, all of which will feature

impactful thematic and alliancefocused creative pieces. For the StubHub ticket giveaway, consumers will enter unique codes found inside 12-packs of Coors Light for a chance to win tickets to local sporting events, national StubHub gift cards and a national sweepstakes, which includes a grand prize for the winner and three friends to attend the college football National Championship game.

Blue Moon Turns 21 To celebrate its 21st birthday this summer, Blue Moon is on a mission to get consumers’ nights started right. On the 21st hour (9PM), beer lovers will be able to participate in a new happy hour and enjoy Blue Moon specials. Blue Moon overindexes at 9PM vs. any other hour of the day and is by far the #1 volume and velocity craft beer at that time This on-premise program can be activated on any night in June or July, with a larger event occurring on July 21st. The initiative will encourage consumers to post photos of their #21stHour experiences to Blue Moon social media pages. The program will feature on-premise tools to support event activations and kits that include activation ideas for sell-in support.

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Programs

Heineken Light has accepted the coveted European Beer award for “Best Light Lager”. This exciting achievement will be announced and promoted through TVC, digital and at on-premise locations throughout 2016.

Drive sales this summer with Heineken’s seasonally relevant shopper program. Heineken is poised to be the high-quality, natural choice for summer occasions. This first retail-level installment of the 2016 Credentials campaign will give drinkers a reason to choose Heineken. From May through August, Heineken is separating itself from the competition with a unique program rooted in the claim “Only 3 Ingredients, All of Them Natural.” Supported by a suite of tactics that creates an overall shopper experience (PLUS television and other promotion-specific above-the-line awareness media), this activation will keep Heineken top of mind all summer long.

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Dos Equis Summer Whether stocking up for a poolside party or hunkering down at a local beer garden, Dos Equis will help shoppers make the most of their summer by increasing their interesting ranking. Through tips and deals, Dos Equis drinkers will have a chance to win exclusive summer experiences and make their summer more interesting. Dos Equis will partner with complimentary brands to provide shoppers with a one-stopshop in-store that will increase basket rings.

Strongbow Hard Apple Ciders, the number one selling global cider brand and winner of the best tasting hard cider award at the 2015 World Cider Championships, has unveiled its newest flavor, Cherry Blossom. The flavor announcement follows the launch of Strongbow’s latest TV commercials starring legendary actor Sir Patrick Stewart. The second iteration of this witty, national campaign highlights Strongbow’s impressive range of award-winning hard cider flavors, which when over ice, deliver the “bestest” cider experience in the category.

Programs Raise Summer with Every Corona Corona is raising summer to the next level of carefree enjoyment. Because Corona has the same passion for sun-drenched outdoor fun with friends as Millennials do, Corona is giving them a passport to access even more of all the summer experiences they love. When consumers purchase Corona, they will enjoy exclusive perks that elevate and enable carefree summer activities. Partnering with brands that are highly relevant to the Millennial lifestyle, Corona will deliver hundreds of prizes, with chances to win every week and exclusive offers that connect lapsed and new drinkers with exclusive access to rides, refreshments, events and gear – all the makings of a truly rewarding summer. To raise excitement around this promotion, Corona will offer all new bilingual summer promo packaging with in-pack codes for the off-premise, and English and Spanish POS with a text-to-win feature for the on-premise. Additional 360 support includes all new bilingual POS, increased national TV presence, paid social media and PR.

Yuengling “Respect. It’s Earned.” Yuengling, America’s Oldest Brewery, launched its largest marketing initiative in its nearly two century-old history in April. The brewery’s new “Respect. It’s Earned.” campaign celebrates the craftsmanship, tradition and perseverance of the family-owned and operated company and its signature beer, Yuengling Traditional Lager. The campaign takes Yuengling’s history and makes it tangible by showcasing elements of the brewery and traditional brewing process that speak to its authenticity. Imagery of the nearly two century-old hand-dug fermentation caves that were used for storage before refrigeration, the on-site brew house and time-tested bottling line underscore the brewery’s legacy as America’s Oldest Brewery and its dedication to brewing quality beers. The 360-degree “Respect. It’s Earned.” campaign includes TV, print and digital as well as both on and off-premise retail promotions.

Yuengling Unlock Your Own Medal Check in to Yuengling Traditional Lager from August 5th through the 21st on Untappd and unlock their new #USALager badge. It’s a fun way to cheer on team USA. Grab a Yuengling Lager and get ready for the opening ceremony!

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Programs Samuel Adams Pour One Forward This summer, Samuel Adams is pouring it forward with their program that salutes our friends in the military. Drinkers will be able to write a note of thanks on a Pour One Forward postcard which any current or former military hero can retrieve and exchange for a freshly poured Boston Lager! In addition, drinkers will be asked to post a photo using #PourOneForward on Facebook, Twitter, and/or Instagram. For every public post with that hashtag, Samuel Adams will donate $1 to American Dream U, a national nonprofit that teaches skills and connects soldiers with resources to start their own businesses or find their dream jobs.

Great Lakes #SummerPour From May 16th through September 9th, Great Lakes Brewing Co. wants fans to share photos of themselves tastefully and responsibly enjoying GLBC beer in a summer-themed setting for a chance to win a prize! To enter, drinkers will upload their photos to greatlakesbrewing.com/summerpour, or tag the photo with #SummerPour on Facebook, Twitter or Instagram. One Great Lakes-branded Coleman cooler will be awarded weekly through the promotion and one grand prize winner will receive a GLBC branded kayak at the conclusion of the promotion. You must be 21 to enter!

Toast Our Troops with Shiner Shiner is proud to announce the return of their Toast Our Troops promotion in 2016! Each year, Shiner partners with The Boot Campaign, a grassroots initiative started in 2009 by five Texas women now known as the “Boot Girls.” The Boot Campaign raises money for our military veterans by selling the same boots worn by many of our soldiers. Every pair of boots sold at bootcampaign.org funds programs that meet the physical and emotional needs of our returning troops. Job placement, physical therapy and PTSD counseling are just some of the programs that the Boot Campaign supports. Since 2011, Shiner has raised over $625,000 for the Boot Campaign, and they are committed to making 2016 a record-breaking fundraising year. This goal can only be achieved 14 HeadyTimes v.14 www.allstardistributing.net

with your participation and support. Shiner Beer will donate $0.50 for every case sold of the specially marked Toast Our Troops 12 pack Shiner Bock cans. With fundraising efforts in your local markets, we can make 2016 our biggest year yet. Newly designed Toast our Troops themed POS, and boot donation tear pads (with UPC code included) are available for order, so you can host your own fundraising efforts to support the Boot Campaign and our veterans. Ask your Shiner sales manager for details. All Star Distributing was the 2015 fundraising winner, raising over $12,156 for the Boot Campaign! This was a back to back win, as All Star also took home the Platinum Boot trophy in 2014. Will All Star bring home a three-peat win this year?

Programs

Love Beer. Love Life. All Summer Long with Harpoon Squeeze the Most Out of Summer with UFO Harpoon wants to know how UFO fans squeeze the most out of summer, so they’re coming to find out! This summer, they will be hitting the road and making stops in select markets to talk to UFO drinkers about how they make the most of the summer months. Visit ufobeer.com to find out where the special events are being held.

The summer is here and that means it’s time to turn up the music, light the charcoal, dust off the cooler and round up your friends. This summer, Harpoon is offering two brand new beers to love: the seasonal mango ale, Camp Wanamango and their new year-round golden ale, Sweet Spot. Plus, they’re going to help consumers celebrate the warmer months with great tips and ideas from their summer-loving partners, Tivoli, Kayem, Sweet Baby Ray’s and more. Fans are invited to visit lovebeer.lovelife.com for recipes, playlists and more ways to make their summers great. Love Beer. Love Life. with Harpoon all summer long!

Firestone Walker Celebrates 20 Years of Relentless Innovation Firestone Walker is celebrating 20 Years of Relentless Innovation. Since 1996 Adam Firestone (The Bear) and David Walker (The Lion) have continuously challenged – and sometimes battled each other to pursue the perfect beer. And while the perfect beer still remains elusive, you may find that they have produced some worthy contenders. To mark this milestone, FW is offering a wide array of POS both on and off-premise including: 20 Years of Relentless Innovation tap hangers, bottle neck hangers, coasters, static strips and posters. In addition, both DBA and Union Jack bottles will be labeled with special 20th anniversary neck labels throughout the summer.

The brewery will also highlight their history with the Malts vs. Hops concept which asks drinkers to become engaged and educated in all that’s possible with pure malts and hops. The brewery’s malty DBA and hoppy Union Jack define the two

extremes and set the tone. It’s their version of a tap takeover and it’s an invitation to drinkers to try Firestone Walker’s full range of brews and to appreciate the many styles of craft beer rooted in these two essential ingredients.

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RetailEDGE Corporate Social Responsibility By George Latella

In the last issue we discussed the importance of Category Management. In other words, making sure you have the right products, at the right price, at the right time, in the right location. All of the suppliers/brewers in this publication want YOU to carry their products. Besides the 4 P’s of Marketing (Product, Price, Promotion, Place) you also need to consider how your suppliers run their business. With the transparent society we have today, thanks to cell phones and social media, everything that companies do and say is public and immediate. You may have heard of Corporate Social Responsibility or CSR. This topic basically revolves around societal, economic and financial variables and how they impact stakeholders. Whether you are a private or public company, your customers expect you to act in a certain way with regard to your stakeholders. Stakeholders include everyone from the owners/shareholders, employees, suppliers, customers, neighbors, communities and municipalities to those people around the world who are affected by all those listed. How these stakeholders view your company/brand is critical to your long term success. If they are happy, they will support you. If they are not, they will let you and the world know how they feel. Think of how much technology and social media have influenced how we make decisions every day as consumers. All companies have responsibilities towards a range of people who have a ‘stake’ in what that company does. Certainly, different groups of stakeholders will place a different emphasis on what they expect from the company with regard to balancing the social, economic and financial issues. And in most cases, there will always be some stakeholders that have a louder “voice” than others. Some things you need to consider are: •W hether you have them in writing or not, everyone has a set of values that they have developed and follow. If someone asked you what your company values are, could you answer?

•D o you know anything about the companies that supply your products and services? •W hat are their company values? Do they align with yours? •D o they have an ethical code of conduct that tells you how they run their business? •H ow do they treat their employees, vendors, communities? •W here are their products made? If they source their raw materials from other countries, what are the working conditions and wages for the people that work there? Do you know what “Free Trade” and “Fair Trade” are? We take many of the things we have in the U.S. for granted (food, shelter, security), but many of the people that help provide products for U.S. consumers are living and working in substandard conditions and not earning a living wage. •W hat is the impact on the environment? Many of the products you sell come from natural resources. What is the process of getting things from nature through processing and ultimately to the end consumer? Whether you run an on-premise or an off-premise establishment, all of these things impact your business. You need to make sure that you understand how you impact your stakeholders and adjust your supply chain operations and marketing programs accordingly. If you take a stakeholder view of your business it will positively impact your bottom line!

George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major at Saint Joe’s, recently celebrated its 50th anniversary. Latella is also a partner in Beacon Marketing Group which provides marketing planning, research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at glatella@sju.edu or 610-660-2254. 16 HeadyTimes v.14 www.allstardistributing.net

The BeerGUY When Life Hands You Lemons, Make a Great Beer! By Steve Hawk This time of year brings me back to my childhood, when standing on the sidewalk selling lemonade to my neighbors seemed like a great entrepreneurial enterprise. Little did I know that I was tapping into a natural summer inclination – finding that perfect citrus beverage to quench one’s thirst. Fortunately for us grownups, the desire for citrus can be satisfied with many beer options. Everyone from beer novices to serious beer drinkers will find a variation of a citrus beer that is perfect for them. The most basic example of citrusflavored beers are brews that are made with yeast strains, hop varieties or other ingredients that naturally impart citrus characteristics. Examples of these are the orange citrus flavor of a hoppy IPA, like Green Flash West Coast IPA or a Belgian wit, such as Coronado Orange Avenue Wit that gets some of its spicy and fruity flavors from the use of Belgian yeast. Fruit itself has also become a recognized tool in a brewers’ bag of tricks, as it can be added throughout the brewing process to many styles of beer. Some of the newest fruitinfused beers include Blue Moon Belgian Table Pils, brewed with mandarin orange peel; Weyerbacher Tarte Nouveau, brewed with blood oranges and Evil Genius Turtle Power, a fantastic pale ale loaded with grapefruit.

real thirst quenchers. Traveler Grapefruit Shandy, for example, is a delicious wheat beer combined with real grapefruit. There’s also a new offering from Moosehead Brewery, Moosehead Radler, which is a traditional German lager infused with natural grapefruit, grape and lemon juices. A local bar that is capitalizing on this trend is The Hulmeville Inn in Bucks County. Recognizing the popularity of Shandys, Radlers and fruit beers in general, owner Jeff Lavin was inspired to find homemade recipes that would allow him to add fruit juice to draught beer. He invested in a juice press and began purchasing a variety of fresh fruits, including blood oranges, tangerines, lemons and grapefruits. Not only are customers able to drink a freshly made Shandy of their choice, but they can get creative in how they combine these flavors. Lighter lagers that are flavorful, but still light enough to allow a clear taste of the fruit, are best for these cocktails. A couple beers that fill the bill perfectly are Great Lakes Dortmunder Gold and Stoudts Pils, the brewery’s German-style pilsner.

Fortunately for us grownups, the desire for citrus can be satisfied with many beer options. Everyone from beer novices to serious beer drinkers will find a variation of a citrus beer that is perfect for them.

Of course, no matter how much fruit you purchase or how creative you get, you’ll still have competition from neighborhood kids selling lemonade on the corner. Fortunately, your customers will want something a little stronger and there are many options to offer them.

Another way of achieving citrus flavor is to actually add fresh fruit juices to lighter styles of beer. Beer cocktails like Radlers and Shandys are low-alcohol blends of fruit juice and beer that are

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Kenny Chesney Kicks Off His Spread the Love Tour with Corona Light Country’s biggest star teams up with the nation’s No. 1 light import for their 7th concert tour. Country music and The Light Cerveza – what’s not to love? On Saturday April 23rd, Kenny Chesney kicked off his Spread the Love Tour at the Jordan-Hare Stadium in Auburn, Alabama. On June 25th, Kenny will bring his tour to Philadelphia’s Lincoln Financial Field, marking his seventh tour with Corona Light – the nation’s No. 1 imported light beer. Taking his music to the fans for 40 dates, including 14 stadium shows, Chesney is happy to team with Corona Light again. “Some things just work,” says Chesney, an 8-time Country Music Association and Academy of Country Music Entertainer of the Year. “For myself and the No Shoes Nation, good friends and a cold Corona Light make for good times and great memories.” The man The Wall Street Journal crowned “The King of the Road” has invited dozens of country’s hottest stars to join him on tour, including Keith Urban, Luke Bryan and Eric Church. For the Spread the Love tour, 7-time Female Vocalist of the Year Miranda Lambert and Sam Hunt are both part of this year’s stadium lineup – and ACM Best New Group Old Dominion appear on every show. After hundreds of concerts in countless cities, one thing remains constant on Chesney’s tours: Corona Light. “Kenny, the No Shoes Nation and the Spread the Love tour is what Corona Light and living ‘light cerveza’ is all about,” says Jim Sabia Chief Marketing Officer for Constellation Brands Beer Division. “Being down to earth, free-spirited, but also working hard and enjoying great times with friends and family along the way. Kenny brings that attitude to each and every performance. And it’s that vibe and atmosphere he creates that has made his concerts’ attendance record-breaking year after year. We’re proud to continue to be a part of that special experience for the Spread the Love Tour.”

For the second year in a row, Corona Light is giving consumers the chance to win a one-of-a-kind, intimate Kenny Chesney experience at an exclusive concert on November 5th at the Fillmore in Miami, complete with airfare and hotel accommodations. Fans can follow @CoronaLightUSA on Instagram and post their fan photo with #CoronaLightSweepstakes for a chance to win. For complete and official rules, visit CoronaLightRules.dja.com.