Heady Times Summer 2017

Summer 2017 | V.19

ORIGLIO BEVERAGE – READING

THE LEADER OF THE PACK

Delivering The Taste of Excellence Seasonals New Products Programs UFO BRAND REFRESH |

SUMMER SELECTIONS

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YUENGLING CONTINUES TO MAKE HISTORY

Letter toTHE TRADE

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HE GRAY DOLDRUMS OF WINTER HAVE FADED AWAY – it’s springtime! Blue skies and higher temps mean it’s the most popular time of the year for Flavored Malt Beverages. FMB sales spike by 11% during the warm weather months. In the land of flat beer growth, that has profit opportunity written all over it.

Today, consumers’ preferences change rapidly. Many continuously seek the next new thing. This has made the FMB marketplace very dynamic with innovation at the forefront.

Trade journal Beer Marketers Insights reported in 2016 that fruit-flavored adult beverages account for more than 13 percent of beer sales. Based on the analysis of repeat purchases, that number will only continue to grow.

FMBs give consumers exactly what they want – flavor options, refreshment and quality ingredients. Flavor is the #1 criteria in FMB choice and over 70% of FMB/cooler and hard cider consumers are in search of greater variety and something new. According to Mintel Ready To Drink (RTD) Alcoholic Beverages U.S., half of consumers who buy FMBs do so because they like the taste, 42%

In This ISSUE Delivering the Taste of Excellence ��������������� 1 Cover Story ������������������������� 2 Brewer Highlight ����������������� 4 South Mountain Beer Distributing ������������������ 5 The Dime ���������������������������� 6

“FMBs give consumers exactly what they want – flavor options, refreshment and quality ingredients.” appreciate the variety and 18% simply buy these beverages because they are more fun! They appeal to non-beer drinkers and to consumers who describe themselves as beer drinkers, who occasionally want something other than “traditional” beer.

New Products ��������������������� 7 Seasonal Selections ������������� 8 Programs ������������������������� 12 The Beer Guy ������������������� 17

“The segment continues to be a growth opportunity [because] new and different flavor offerings keep drinkers satisfied, particularly younger [legal-drinking-age consumers] seeking to explore through flavors,” says Danelle Kosmal, Vice President of beverage alcohol practice for New York-based Nielsen. And although they account for a smaller portion of the FMB market share, Kosmal adds that hard sodas and seltzers were also a bright spot for the segment in 2016.

Origlio Beverage has a vast portfolio of FMBs including Mike’s, Smirnoff Ice, Twisted Tea, Seagram’s Escapes, many hard ciders and three different hard seltzers – Smirnoff Spiked Sparkling, Truly Spiked & Sparkling and White Claw Hard Seltzer. Now is the time to stock up on these FMBs, perfect for casual gettogethers, which happen frequently during the spring and summer.

Sincerely, ®

Dominic Origlio President

Heady Times is published five times a year, courtesy of Origlio Beverage.

DeliveringTHE TASTE OF EXCELLENCE Find Out More About Origlio – Reading’s Employees Jeff Nauman

Delivery Service Representative How long have you been with Origlio Beverage – Reading? 9 years.

What area do you service? Lancaster County.

How do you provide the best service to customers? I like to familiarize myself with the lay of the land in order to make nice, neat deliveries. I try to make their lives easier in whatever way I can, while I’m there.

What do you like to do when you’re not working? Both of my kids are active in sports, so I’m constantly attending practices and games, which I love. I also like to go down to Rehoboth Beach and spend time on the Chesapeake.

I enjoy spending time with my family and, when I’m not with my kids, I like to go to concerts.

Mike Sadowski Director of Operations

How long have you been with the Origlio Beverage – Reading?

29 years.

What other positions have you held? I began as the company’s first part-time “order picker”. During my years in college, over the summer months, I would help with picking and delivering, while full-time employees were on vacation. I would also help the draft service specialist out when needed. After graduating I moved to a full-time position in purchasing, inventory and logistics. I kept that position for many years, while learning other operational tasks and responsibilities. My current position is Director of Operations for our Reading location.

What has been the best thing about your job? I’ve been very fortunate to work for and with genuinely good people who have positively impacted my life.

What does it take to ensure operations run smoothly on a dayto-day basis? It really all begins with leadership and ownership of responsibilities. I need to trust those around me and listen to them attentively. I need to coach them, just as I was, and continue to be. We strive to provide the best service possible to our customers by working through obstacles together. We are not always successful with the very first attempt, but we continue to chip away at the issue so that we are eventually successful. We need to always be active in preparing for the future and ready to adapt to the constant changes in our business.

What do you like to do when you’re not working? I enjoy spending time with my lovely wife of 22 years, my three children and extended family members. Family is very important to me; it is how I was raised.

I do a lot of fishing, hunting, hiking and attending all of my kids’ extracurricular events. I volunteer at my church at different functions, a local hunting and fishing club and I used to coach youth athletics.

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CoverSTORY Mike’s Hard Lemonade Company The Leader of the Pack While the rest of the Flavored Malt Beverage category chugs along at about 4% growth, the premium-priced & never-price-promoted FMBs from Mike’s Hard Lemonade are posting double-digit gains.

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T’S GOOD TO BE IN THE FLAVORED MALT BEVERAGE (FMB) SEGMENT. Consumers of all ages, not just millennials, constantly look for new flavors in the easy-to-drink adult beverage category. That is why the segment continues to grow.

But most FMB consumers migrate from one brand to the next as they explore the newest flavor. Brand loyalty in the FMB category is practically nonexistent. But that’s not true if your name happens to be Mike. Mike’s is thriving. In fact, it is the FMB category leader. This year, the entire Mike’s Hard Lemonade (MHL) portfolio, which includes Mike’s Hard Lemonade, Mike’s Harder, Cayman Jack and White Claw, is up 12%. And that’s on top of four straight years of growth.

Mike’s Marketing VP Sanjiv Gajiwala – recently recognized by Ad Age magazine for the success of his scrappy, digital messaging campaigns – explains how you can increase your profits by leveraging MHL’s portfolio.

“When speaking to retailers, I remind them that too many choices overwhelm consumers. Lots of studies confirm that an overwhelmed consumer buys less. So if you want to increase FMB profits, you have to ask yourself if you really gain anything by allocating valuable shelf space [for example] to six more root beers. Root beer drinkers are happy, but what about everyone else? That’s where my products come in.

Consumers are smart. They want whatever tastes the best. And they also care about the quality of the ingredients. There is no doubt that the introduction of new flavors drives growth – that’s true for any food & beverage category. But, offering more flavors isn’t enough to grow a brand. Mike’s brands are growing and here’s why…

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First off, we care about what’s in the bottle.

That’s why all our products [Mike’s, Mike’s Harder, Cayman Jack and White Claw] have a consistent following. Our sales grow because of our quality. The liquid is really good. A lot of brands talk about quality, but we only use the best, natural ingredients to flavor our malt base – which is so pure we are about to get a trademark for it. And everything is 100% gluten free.

To maximize profits, savvy retailers offer their customers the best version of a unique product. In essence, allocating shelf space based on the quality of the liquid in the bottle. That’s what consumers want. And they are willing to pay for it.

Our best-selling seasonal ever, Mike’s Hard Watermelon is a perfect example. It’s back this year because of consumer demand. We have actually been told that it tastes like a real watermelon, but without the seeds.

Of all the FMBs sold last summer in a sixpack, Hard Watermelon was number one. And when it was on display, its sales increased 61%.

We’re building on that success by launching Mike’s Harder Watermelon (8% ABV) in 16 oz. cans.

CoverSTORY Understanding who is attracted to the different products in the MHL portfolio gives you insights that will increase sales.

Sanjiv says…

Mike’s Hard Lemonade Appeals to all LDA Drinkers. Sad people don’t drink Mike’s. Happiness is universal.

Finally, I’d like to mention that all our greattasting products are supported by their own, individual social media programs.

Lots of traditional beer advertising fails because ad agencies take one concept and ‘retrofit it’ for, say, Twitter or Facebook.

We recognize that our products appeal to different consumers for different reasons.

The Cayman Jack drinker is also into craft beer. [Cayman Jack sells better if it’s displayed with craft beer.] And they choose to get their information in different ways. Obviously millennials are always looking at their phones. Our Facebook pages get more engagement than any other alcoholic beverage. And we will be back on TV again, so look for our commercials.

There are so many reasons to get behind our portfolio. Of course, I’m going to say that my products are high-quality and unique. That’s what a marketing guy has to say. Right? But in Mike’s case, it’s true. Folks from all LDA groups, not just millennials, want authenticity, fun, convenience and great taste. We’ve checked all those boxes.

And just because you have grown up, doesn’t mean you can’t have fun.

Sad people don’t drink Mike’s. We get consumers to smile when they get a glimpse of our quirky lemon logo. The enjoyment of a Mike’s is associated with life’s happiest moments, so there’s an emotional connection there. In any business, that’s the Holy Grail.”

Mike’s Harder Typically, Mike’s Harder appeals to males 21 to 29 years of age. Cracking open a Mike’s Harder single-serve helps this consumer shift from a workday mindset into fun mode. The bold flavors and higher ABV are more intense, just like him and the experience he is after.

Cayman Jack These consumers are into “mixology” and crave the taste and quality of a drink made by a bartender. Quality ingredients and the flavors they impart matter. This consumer is like the “hop head” who knows what every variety tastes like. Mixology can be complicated, but Cayman Jack gives this customer an over-the-bar experience anywhere, anytime.

Cayman Jack sells best when displayed with craft products.

White Claw The success of this product is proof that flavored, alcoholic seltzer water isn’t a flash in the pan. Low in sugar and alcohol, White Claw appeals to consumers who want to be healthy, but still have fun. Natural ingredients matter to this label-reading consumer who probably also drinks lots of flavored seltzers that are alcohol free.

So why not give this “never-price-promoted” lineup more visibility in your store? www.origlio.com HeadyTimes v.19

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BrewerHIGHLIGHT Dan Kenary, CEO and Co-founder of Massachusetts Bay Brewing Company, Dishes on UFO’s New “Refreshed” Look

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OU MAY NOT KNOW THE NAME MASSACHUSETTS BAY BREWING Company, but this Boston-based craft brewery makes the award-winning Harpoon and UFO portfolios of beer. Inspired by hefeweizens he drank on a trip to the Pacific Northwest nearly two decades ago, Dan Kenary’s refreshing, sometimes-fruit-infused-&-alwayseasy-drinking UFO beers (short for UnFiltered Offerings) are the ultimate thirst quenchers. Brewed to be full of flavor, fun and interesting, the UFO lineup now has a new look to match what they’ve always been.

Kenary says, “Beer should be flavorful, uncomplicated and fun. That’s what UFO is all about. The new look does a great job of communicating that message.”

“There’s great history, tradition and craft behind UFO beers, but that doesn’t mean they can’t be easy to drink,” Kenary says. “Our brewers have nailed the flavors and made beers that are beautifully crafted, but really accessible to a broad spectrum of beer lovers. They’re fun to brew and even more fun to drink. And UFO is competitively priced – a great value for your money! You can’t beat that.”

Here are 10 things you should know about Mass Bay’s out of this world UnFiltered Offerings…

1. K enary says, “We decided on the name UFO because the idea of a cloudy beer served with lemon was an ‘alien’ concept to New Englanders back in the late ’90s.”

2. I f he could only drink one UFO beer for the rest of his life, “It would have to be UFO White Ale. It is so clean and refreshing and goes with so many beer drinking occasions.”

3. T he new design tells consumers more about the great beer inside: The glass is the beacon on the package, which shows what the beer inside looks like. And the fonts and colors are fun, friendly, bright and fresh – like the beer inside.

4. T he Passport Stamp (“FLAVOR ADVENTURES. DEPARTING DAILY.”) speaks to these refreshing, flavorful beers that leave the brewery every day and land in the glasses of UFO fans.

5. U FO Hefeweizen and UFO Raspberry made the list of Paste Magazine’s Blind Tasted and Ranked 59 Best Wheat Beers (April 2017).

6. T here’s a nod to employee ownership on the package. “We want customers to know that everyone at the brewery is invested in the quality of the beer we’re making,” says Kenary.

7. H arpoon and UFO drinkers are different consumers so UFO has its own website (www.ufobeer.com) and social media presence (follow @ufobeers on Instagram and Twitter!).

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8. U FO consumers prefer fruitier, easyto-drink beers, while those who drink Harpoon prefer more complex recipes of hops and malt. The brands should be separated at retail. Mass Bay has created separate promotional programs for each.

9. L ook for UFO Cranbeery, a hefeweizen brewed with fresh cranberries, this fall.

10. C heck out the recipe for UFO Huckleberry pancakes on ufobeer.com.

We’re not kidding, they’re amazing!

Off-PremiseSPOTLIGHT South Mountain Beer Distributing

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ONVENIENTLY LOCATED ON E PENN AVE. IN Wernersville, South Mountain Beer Distributing has been serving the local community with pride for over 50 years. Third generation owners Jeff Sallade and brotherin-law Steve Kotch continue to uphold South Mountain’s reputation of exceptional customer service.

Heady Times (HT): Tell us a little bit about the history of South Mountain Beer Distributing.

Steve Kotch (SK): South Mountain was started by my wife’s grandfather, Thurman F. Sallade, in 1951. My fatherin-law took over in 1972, and my brother-in-law, Jeff Sallade and I have owned it since 2005. Nearly all of our employees are family. My son, Matt is here for the time being, helping with the store while Jeff is on leave.

HT: What has been one of the biggest challenges you’ve had to overcome here?

Matt Kotch (far left), Steve Kotch, co-owner of South Mountain Beer Distributing, and Joel Franckowiak

SK: For decades, there were no changes happening in the industry. Now, they are nonstop! We’ve had to adjust our store to compensate for changes in legislation and shifts in competition.

Matt Kotch (MK): There are a lot of opportunities recently. Between legislation, 6 packs, singles…

HT: What are some other changes you’ve made to the store over the years?

SK: We’ve expanded and revamped the store over the past few years.

We removed the old refrigerator and added a 10-door cooler. To accommodate all the new packages we are able to sell, we installed shelving and a mix-a-six area. The front section of the store is now heated and cooled, which makes it comfortable for shopping any time of year. We are currently in the process of upgrading our POS system to keep better track of sales and inventory.

HT: What sets South Mountain apart from other distributors?

SK: We carry an excellent selection of beer. Customers often comment on the “tremendous inventory” we have in the store, and now that we can offer even more package sizes, South Mountain has become even more attractive to consumers. We are also known for being friendly and helpful, which has generated a very loyal clientele; we’ve seen three generations of customers from the same families come through here.

HT: If you could give someone just starting out in this industry some advice, what would it be?

SK: Be prepared for long hours. I always say, it’s like being a farmer.

There is always something that needs to be done; we don’t just work the hours posted on our door. You also need to be flexible and able to adapt to all the changes [in the industry].

5104 E Penn Ave., Wernersville, PA • 610-678-8001

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On-PremiseSPOTLIGHT The Dime

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N THE THIRD FLOOR OF THE RENAISSANCE HOTEL IN downtown Allentown, guests get a real taste of the local culture.

The Dime, an upscale restaurant with a view of Seventh and Hamilton Streets, promises a dining experience that is a timeless homage to the Lehigh Valley’s rich history, with a bar full of Pennsylvania specialties. Heady Times sat down with Jeff VanCamp, director of beverage and food, and Lucas Heckenberger, bar manager and local celebrity, to find out more.

Heady Times (HT): Tell us about The Dime and your experience in the hospitality business.

Jeff VanCamp (JV): This hotel, along with The Dime, opened in 2015.

It’s part of the Renaissance Hotels chain which includes 90 hotels in the Americas and 160 worldwide. I’m the director of beverage and food for the hotel, so I oversee all operations, from in-room dining to everything here at The Dime. I’ve been doing this for 30 years at hotels all over the world.

Jeff VanCamp (left), director of beverage & food, and Lucas Heckenberger, bar manager of The Dime

HT: The Dime has a very unique feel. How would you best describe the atmosphere?

JV: During the opening, the concept we were going for was contemporary American. The Dime is located in an ultra-modern hotel, so everything from our décor to food and beverage offerings are also upscale.

HT: What makes your menu different from other restaurants?

JV: We try to offer as many locally crafted items as possible in both our food and beverage menus. From beer, to liquor, to food, we really want to be representative of the native landscape here in Allentown.

Lucas Heckenberger (LH): I was born and raised in the area and have a lot of experience in the restaurant industry here and in Philadelphia.

Using local ingredients is a great way to leverage relationships with the community and really absorb the culture.

HT: What else do you do in support of the local community?

JV: Once a year, all of the Renaissance Hotels all over the world celebrate a “Global Day of Discovery.” Each hotel, in its own setting, brings in an array of local flavors for guests and the members of the community. This year, The Dime will host Dr. Barnaby Ruhe, a local artist who will paint guests’ portraits, Greenmouth Juice Café who will sample their cold pressed juices and Weyerbacher who will serve up some locally crafted beer, just to name a few. It’s a wonderful, free event where guests can experience all that Allentown has to offer.

HT: That’s amazing! Are there any other events that are popular here?

LH: Every month we showcase local breweries with a beer pairing dinner.

We not only pair each food item with a beer, we also incorporate the beer in the creation of the food. It’s fun to present beer in a different way… we’ve even made a beer gelato!

Thedimeallentown.com • 12 N 7th St., Allentown, PA • 484-273-4010 6

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NewPRODUCTS Redd’s Apple Ale 4/6 Pack 16 oz. Aluminum Pints Redd’s Apple Ale is now available in 16 oz. aluminum pints! In the crowded landscape of flavored beer, FMBs and ciders, the unique aluminum pint package allows Redd’s to stand apart from other flavored offerings and provide a point of differentiation for consumers.

Availability: Now, year‑round in Berks, Lancaster, Lehigh and Northampton Counties

Blue Moon 4/6 Pack 16 oz. Aluminum Pints The first craft beer available in a 16 oz. aluminum bottle, Blue Moon Belgian White Belgian Style Wheat Ale is brewed with Valencia orange peel for a subtle sweetness, and a touch of coriander to provide balance. Oats and wheat are added to create a smooth, creamy finish that’s inviting to the palate. Its naturally unfiltered, which adds to the depth of flavor. ABV: 5.4% Availability: Now, year‑round in Berks, Lancaster, Lehigh and Northampton Counties

A New Look for Sam Adams Light Samuel Adams Light has some new duds! The updated Sam Light packaging corresponds with the entire rebrand of Sam Adams. The clean, bold patriotic design makes the beer more recognizable and easier for consumers to spot. Samuel Adams Light is not a light version of another beer, rather it is a crisp and refreshing amber lager with a rounded sweetness, subtle hop character and clean, smooth finish. ABV: 4.3% Package: 12 oz. bottles only Availability: Now, year‑round in Berks, Lehigh and Northampton Counties

Lagunitas 12th of Never Ale 19.2 oz. Cans Already available in 12 oz. cans year‑round, 12th of Never will soon be available in 19.2 oz. cans as well! This beer is a blend of old and new school hops that play bright citrus and rich tropical flavors, all on a solid stage of English puffed wheat. Light, yet fullbodied, 12th of Never is everything Lagunitas has learned about making hop-forward beer, expressed in a moderate voice. Pale, cold, slightly alcoholic and bitter… it’s all they know. ABV: 5.5% Availability: Year‑round, beginning in July in Lehigh and Northampton Counties

Rodenbach Brand Refresh Rodenbach Brewery, known and recognized around the world as the leading brewer of Flemish red brown sour ales, has invested heavily in its brands, markets and brewery infrastructure in Roeselare, Belgium. All Rodenbach beers have undergone a redesign (supported by programing) and the brewery has received a $3MM investment in its brewing technology.

The redesign creates a sense of unity for the portfolio.

The iconic letter ‘R’, which appears on all packaging, has a new look that pays tribute to the brand’s 200-year-old heritage of artfully brewing and crafting Flemish red brown sour ales, while simultaneously introducing new consumers to the brand.

Rodenbach ‘Classic’ is the new name for what was previously known as its session beer, and will be offered exclusively in 8.5 oz. six pack cans. Rodenbach Classic joins the new Rodenbach Fruitage in the brand’s ‘thirstquenching’ category.

Rodenbach Grand Cru, Vintage, Alexander and Caractère Rouge also have new packaging and are designated as part of the brand’s ‘delicious’ category of beers. These beers are recommended with a variety of foods to enhance flavor and optimize enjoyment.

Labels for Rodenbach Classic and Fruitage proudly use the ‘R’ as inspiration for the beers’ descriptors: “Red, Ripened and Refreshing.” Rodenbach Grand Cru, Alexander, Vintage and Caractère Rouge now feature the wording “aged in oak foeders”, which highlights Rodenbach’s 294 iconic oak vats and optimises the vinification and maturation process of all Rodenbach beers.

Modelo Chelada Tamarindo Picante This ready-to-drink Chelada has the flavors of sweet tamarind and spicy chipotle peppers that are authentic to Mexican cuisine and Michelada traditions.

ABV: 3.3% Package: 24 oz. cans only Availability: Now, year‑round in Berks, Lancaster, Lehigh and Northampton Counties www.origlio.com HeadyTimes v.19

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NewPRODUCTS FIX Hellas FIX Hellas, the first and most historic Greek beer, is a premium lager that’s ideal for any occasion. It has a slightly fruity aroma with a balanced bitterness, which enhances the pleasant flavors that emerge during the yeast fermentation.

The finish is rounded and long-lasting.

ABV: 5% Package: 11.2 oz. bottles only Availability: Now, year‑round in Berks, Lancaster, Lehigh and Northampton Counties

Mythos Lager Bright blonde in color, with complex, but distinct flavors, Mythos Lager is nicely balanced with fruity nuances and hop notes, a slight sweetness and a rich, longlasting finish, making it both enjoyable and refreshing. ABV: 4.7% Package: 11.2 oz. bottles only Availability: Now, year‑round in Berks, Lancaster, Lehigh and Northampton Counties

2SP 2SPils Previously available as a seasonal, 2SPils will soon be available to enjoy year‑round!

This unfiltered pilsner has a full & fresh hop aroma with clean, crisp and grassy flavors – it’s completely crushable. ABV: 5% Packages: 12 oz. cans and draught Availability: Draught available now, year‑round; cans available year‑round, beginning later this summer in Berks, Lancaster, Lehigh and Northampton Counties

Straub 1872 Pre-Prohibition Lager 1872 Lager embodies the enduring legacy of one of the most historic and iconic breweries in the U.S., inspired by Straub Brewery Founder Peter Straub. Straub began brewing in St. Marys, PA in 1872, at a time when pale lagers had more color, a more pronounced malt flavor and were a touch hoppier than they are these days. 1872 is a classic pre-Prohibition-style lager, with a mild spice-and-floral hop aroma balanced by a slight malty sweetness and some light, toasty notes. It’s punctuated by a clean, crisp finish.

ABV: 5.4% Packages: 12 oz. bottles and draught Availability: Now, year‑round in Berks, Lehigh and Northampton Counties 8

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SeasonalSELECTIONS When Demand Exceeds Supply 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 Origlio Beverage 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 Origlio Sales Representative to discuss similar options.

Origlio 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.

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

ZIMA The legend returns for a limited time! Anyone who was old enough to drink in the ’90s has cause for celebration because ZIMA is finally making its official comeback! This refreshing citrus beverage gives drinkers the chance to re-live or experience for the first time, an innovator of the beverage alcohol industry and an icon of ’90s culture. It’s gonna go fast, so get it before it’s gone! ABV: 5% Package: 12 oz. bottles only Availability: Limited quantities in mid-June in Berks, Lancaster, Lehigh and Northampton Counties

Guinness Brewers’ Collection Guinness has brought together four of their finest summer ales and lagers to create this year’s 12 pack Brewers’ Collection. The variety includes: Guinness Irish Wheat, clean with low bitterness, Irish Wheat has a subtle clove/ banana flavor and a hint of zesty citrus; Guinness Golden Ale, a refreshing bite yields to a dry finish, making for an enjoyable brew; Guinness Rye Pale Ale, the rustic, spicy character of the rye grain gives this amber ale a peppery bite, balanced with citrus and grapefruit from the Mosaic and Cascade hops and Hop House 13, crisp, full-flavored and refreshing, this beer is hoppy but not too bitter, with a malty finish.

Availability: June in Berks and Lancaster Counties

SeasonalSELECTIONS Samuel Adams Brewing The American Dream Variety Pack This limited release variety is a mix pack of microbrewery collaborations with Sam Adams including: Boston Tea Party Saison brewed with Woods Beer Co. in San Francisco & Oakland, CA; Three Ninety Bock brewed with Roc Brewing in Rochester, NY; Time Hop Porter brewed with ChuckAlek Independent Brewers in San Diego, CA; Oats McGoats brewed with Brewery Rickoli in Ridge, CO; Desert Kaleidoscope IPA brewed with Bosque Brewing in Albuquerque, NM and Samuel Adams Boston Lager. Availability: July in Berks, Lehigh and Northampton Counties

Curious Traveler Lemon Shandy Curious Traveler is an American craft wheat beer made with fresh lemon and just a touch of lime to bring out a bright, juicy citrus aroma and flavor.

Simply, the Curious Traveler is “Quite a Refresher!” Packages: 12 oz. bottles and draught Availability: June in Berks, Lancaster, Lehigh and Northampton Counties

Traveler Grapefruit Shandy 15 Pack Cans Now available in 15 pack cans, Traveler Grapefruit Shandy is a deceptively delicious wheat beer made with real grapefruit. It delivers a bright and satisfying citrus aroma and flavor, then quickly disappears, leaving you searching for another. ABV: 4.4% Availability: Now! in Berks, Lancaster, Lehigh and Northampton Counties

Mike’s Harder Watermelon Hold on for an intensely refreshing blend of ripe, juicy watermelon and tart lemonade. The liquid is dark pink and the aroma is of classic, freshly-cut, ripe watermelons. Unlike the overly sweet, candylike profile of other watermelon beverages, Harder Watermelon delivers an authentic, mouth-watering watermelon taste before finishing clean with no lingering sweetness. ABV: 8% Package: 16 oz. cans only Availability: Now! in Berks, Lancaster, Lehigh and Northampton Counties

Magic Hat Ticket To Rye Ticket to Rye is a rye IPA that offers the imbiber an opening act of rye spice, nicely woven into a hearty, bitter backup from an entire band of Nugget hops. The harmony created by these ingredients is just what any epic show calls for.

ABV: 7.1% Package: 12 oz. bottles only Availability: June in Lancaster, Lehigh and Northampton Counties

Magic Hat A Duet Of Nines A unique ensemble of reimagined manifestations, all based upon the one and only Not Quite Pale Ale, Magic Hat’s A Duet Of Nines is a split 6’er that offers a unique opportunity to experience limited edition iterations of #9 alongside original #9. Hi #9 is a mysteriously great IPA with citrus and piney hop notes, balanced by a subtly sweet yet dry finish. Availability: Late July in Lancaster, Lehigh and Northampton Counties

Dogfish Head Alternate Takes #5 In the analog age of music, artists recorded take after take, experimenting with new sounds until a great record emerged. Dogfish Head’s Alternate Takes series offers a peek into their iterative and creative R&D process, where each batch is celebrated as its own offcentered hit. Alternate Takes #5 is a fruit-forward sour beer rounded by tartness and hints of vanilla & oak. This beer started as a blonde ale, fermented with raspberries and aged in red wine barrels with brettanomyces and lactobacillus before being blended and additionally aged with insane amounts of blueberry. The mild brett funk plays well off the bright berry character which is balanced by a soft lactic sourness. ABV: 8% Package: Draught only Availability: June in Berks, Lancaster, Lehigh and Northampton Counties

Dogfish Head Lupu-Luau IPA A juicy, coconut-centric lupulin party, this IPA is brewed with a tropical trifecta of toasted organic coconut, experimental hops and dehydrated coconut water. ABV: 7.3% Packages: 12 oz. bottles and draught Availability: July in Berks, Lancaster, Lehigh and Northampton Counties www.origlio.com HeadyTimes v.19

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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.

ABV: 9.1% Packages: 12 oz. bottles and draught Availability: July in Berks, Lancaster, Lehigh and Northampton Counties

Great Lakes Cans For the first time ever, this summer, Great Lakes is releasing cans!

Great Lakes Lightkeeper Blonde Ale This beer is aglow with crisp hop aromas, an incandescent golden hue and a smooth, navigable malt finish.

ABV: 6.6% Package: 12 oz. cans only Availability: Late May in Berks, Lancaster, Lehigh and Northampton Counties

Great Lakes Rally Drum Red Ale Citrusy and piney all-American hops wind up and deliver the pitch to cleanup hitter dry roasted malt in this red ale.

ABV: 5.8% Package: 16 oz. cans only Availability: August in Berks, Lancaster, Lehigh and Northampton Counties

Firestone Walker Leo v. Ursus Adversus The second release in Firestone Walker’s Leo v. Ursus rotating series, Adversus (against) is an intensely hopped Imperial IPA that manages to remain nimble and refreshing on the palate. Audaciously brewed with pilsner malts to attain a certain lightness of being, Adversus ultimately achieves the improbable: a big, bold beer made for summertime sipping. Harmony through opposition – this is the essence of Adversus. ABV: 8.2% Packages: 16 oz. cans and draught Availability: July in Berks, Lancaster, Lehigh and Northampton Counties

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Evil Genius #Adulting First created last year for the brewery’s fifth anniversary, #Adulting is a guava-infused IPA. Pale and crystal malts marry perfectly with Citra and Cascade hops, creating an easydrinking, creamy, medium-bodied, clean, smooth IPA. It is then infused with all-natural guava, turning this already delicious IPA into something truly unique. Big, bold hop notes of tropical fruit, watermelon and lemon are perfectly balanced by a slightly sweet malt backbone and juicy, refreshing guava.

ABV: 6.8% Packages: 12 oz. bottles and draught Availability: Late June 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 crisp, 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% Package: 12 oz. cans only Availability: Now! in Berks, Lancaster, Lehigh and Northampton Counties

Weyerbacher Sexy MotherPucker Inspired by a classic beverage blending lemonade and iced tea, Sexy MotherPucker is a sour ale with bright citrus notes. Amber hued, tangy and dry on the palate, this tart beer nicely balances sour and malt, with a late addition of Citra hops to give it a nice citrus kick in both flavor and aroma.

ABV: 7.5% Packages: 12 oz. bottles and draught Availability: Limited quantities in June in Lehigh and Northampton Counties

Weyerbacher 22 Let’s get some French toast!

Weyerbacher’s 22nd Anniversary beer is a big, rich, malt-forward ale brewed with vanilla, cinnamon, nutmeg and orange peel. Sweet, bready, caramel flavors prevail, along with hints of smoke, spice and citrus. This is a liquid version of a classic breakfast. ABV: 11.1% Packages: 12 oz. bottles and draught Availability: June in Lehigh and Northampton Counties

SeasonalSELECTIONS Heavy Seas Blackbeard’s Breakfast Blackbeard’s Breakfast is a robust porter with a New World twist. Aged in bourbon barrels and brewed with Chesapeake Bay Roasting Company’s Dark Sumatra coffee, this porter is flavorful and complex. Featuring unique English malts, Blackbeard’s Breakfast has strong notes of caramel and a slight nut character.

Paired with bourbon notes and the sumptuous Sumatran coffee, this brew will please coffee and beer connoisseurs alike.

ABV: 10% Packages: 22 oz. bottles and draught Availability: Limited quantities in June in Berks, Lehigh and Northampton Counties

Heavy Seas Partner Ships Series with Cigar City Brewing India Pale Lager The Partner Ships are bold and unique beers brewed at Heavy Seas in Baltimore, MD. Born of friendship, creativity and a boundless sense of adventure, the Partner Ships celebrate the spirit of American craft beer today. This golden, strong lager has bready malt aromatics and a crisp, dry finish. Late addition kettle hops, followed by extensive dry-hopping, provide full citrus and tropical fruit flavors and aromas, balancing a soft bitterness. ABV: 7.8% Packages: 22 oz. bottles and draught Availability: Limited quantities in July in Berks, Lehigh and Northampton Counties

Coronado Beach Break IPA Beach Break rides an intense wave of New World hops from the kettle to the bottle.

Simcoe, Citra and Mosaic give this Imperial IPA bright, peachy and tropical notes, with a lingering dry finish. It’s dry-hopped with four pounds of hops per barrel for vibrant tropical aromas and a swell of flavor that keeps you wanting more. It’s a shore thing. ABV: 8% Packages: 12 oz. bottles and draught Availability: July in Berks, Lehigh and Northampton Counties

Lagunitas Lagunator Lager With a massive malt character, rounded out by a bitter balance from some experimental hops from the Yakima Valley, this beer will leave you saying ‘I’ll be bock!’ ABV: 7.9% Packages: 22 oz. bottles and draught Availability: May in Lehigh and Northampton Counties

Lagunitas A Little Sumpin’ Extra The big sister of the Little Sumpin’ Sumpin’ Ale, A Little Sumpin’ Extra has lots of wheat for a curious malt complexity, leaving it light in color, but huge in flavor and satisfaction.

ABV: TBD Packages: 12 oz. bottles and draught Availability: July in Lehigh and Northampton Counties

Lagunitas Wilco Tango Foxtrot (WTF) Rich, smooth, dangerous and chocolaty, WTF is a big ol’ hoppy Imperial brown ale that will help with your slippery slide into the heat of the night. ABV: 7.85% Packages: 22 oz. bottles and draught Availability: July in Lehigh and Northampton Counties

Spring House Diabolical Doctor Wit Diabolical Doctor is a white ale brewed in the authentic Belgian style. This Belgian wit starts off with a wheat base and is left unfiltered. It is then carefully spiced with coriander and bitter orange peel and aged with lavender to introduce a unique floral bouquet that complements this complex, yet refreshing fruity, thirst quencher. ABV: 4.7% Packages: 12 oz. cans and draught Availability: Now! in Lancaster, Lehigh and Northampton Counties

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SeasonalSELECTIONS

Programs

Harpoon Citra Sea IPA Summer fests, summer songs, summer Fridays, summer vacations, summer flings… all good reasons (as if we even needed one) to love this citrusy summer IPA. Citra hops provide a juicy citrus character in this grapefruit peel-infused IPA. The malt blend adds depth and a touch of sweetness and gives the beer its bronze hue and medium body.

The finish is all citrus, all day. This IPA is easygoing and ripe with citrus flavor. ABV: 5.8% Package: 12oz. bottles only Availability: June in Berks County

Long Trail Blackberry Wheat Back by popular demand for a limited time, this American wheat ale is brewed with blackberries to impart a pie-on-the-windowsill sweetness that will have you longing for warmer days and summertime adventure.

ABV: 4.2% Package: 12 oz. cans only Availability: Now! in Berks, Lancaster, Lehigh and Northampton Counties

Corona Summer Vibes Music, Corona and friends are the key elements of summer. From May through August, Corona is uniting all three to create that unbeatable feeling – Corona Summer Vibes. With an all-new partnership and consumer sweepstakes with Spotify, the national debut of the Beach-in-a-Can primary and secondary packaging, bilingual POS and increased media investment featuring brand-new general market/Hispanic summer TV spots, Corona is positioned to win summer yet again in 2017.

Long Trail Summer Ale An unfiltered golden ale made to chill out summer’s hottest days. Remarkably light on the palate, with a soft pilsner malt character and a distinct citrus hop aroma. Each sip finishes with a refreshing bitterness that invites another.

ABV: 4.3% Packages: 12 oz. bottles and draught Availability: Now! in Berks, Lancaster, Lehigh and Northampton Counties

Long Trail Summer Survival Pack Long Trail put this survival pack together to fuel your summer time adventure.

Included in the mix are: Long Trail Ale, Green Blaze IPA, Summer Ale and Blackberry Wheat.

Availability: Now! in Berks, Lancaster, Lehigh and Northampton Counties

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Magners Irish Cider This is Sport.

To celebrate the European soccer season, Magners will be heading into the market to join fans as they root on their favorite teams. With giveaways and promotions during the game, this Irish cider will not only be supporting the league, but their partner team, the Celtic FC, with new merchandise and retail POS.

Programs Summer Fridays with Leinie’s Every Friday this summer, Leinenkugel’s is giving consumers a ‘permission slip’ to leave work early and head to the bar to enjoy Summer Shandy – an inviting tradeup from their usual premium light.

And on Leinie’s Longest Friday (June 23rd) reps are bringing ‘all day’ happy hours to on-premise locations all over the country. It’s going to be a #LeineFriday loaded with fun, engaging activities and giveaways.

Leinie’s 150th Anniversary Neighborhood Bar 11th

12th,

August and Leinenkugel’s is celebrating its 150th anniversary with a huge party in Chippewa Falls, WI, featuring an Anniversary Lager brewed in collaboration with Hofbräu München. Bars, restaurants and shopping outlets across the country can celebrate this milestone with thematic on-premise pieces that include items like the 150th Countdown Chalk Timer, ‘150 Beers for 150 Years’ banner, historical crate/wooden token activation and more. Follow the celebration with #Leinie150th.

Rodenbach ‘Cheers to the Unexpected’ Rodenbach marketing and sales support now includes a new slogan, ‘Rodenbach, Cheers to the Unexpected’ which aims to give beer connoisseurs the opportunity to discover the Rodenbach portfolio of beers. This campaign continues in the tradition set forth in 1821 when Rodenbach began surprising beer lovers everywhere.

One of the most awarded beers in the world, Rodenbach is the undisputed market leader of Flemish Red Brown Sour Ales. Rodenbach received scores of 98, 97 and 96 points from Wine Enthusiast magazine and critical acclaim from All About Beer, Beer Connoisseur, Beer Advocate, USA Today, Esquire and other leading publications.

Keystone Light Americana Packaging To celebrate the Fourth, America’s favorite ’stones are suited up for summer in brand-new patriotic packaging – Keystone Light’s salute to those whose love for country comes first this time of year. Build the ultimate display with these eye-catching cases.

They easily stack together to create the American flag! Add the patriotic pole topper, display case card and cooler, and together these pieces will create a display that Uncle Sam would be proud of. The packaging will be featured on Facebook, where fans will be winning Keystone Light swag all summer long. www.origlio.com HeadyTimes v.19 13

Programs Where Will Sam Summer Take You? Samuel Adams is offering consumers three unforgettable trips to cap off one unforgettable summer. Colorful adventures will delight drinkers from coast to coast. POS, social and digital channels will drive drinkers to enter the sweepstakes.

YELLOW Destination: Cadillac Mountain, ME Activity: Hike to see the first yellow sunrise in the country ORANGE Destination: Key West, FL Activity: Orange sunset party at Mallory Square BLUE Destination: San Juan Islands, WA Activity: Kayak tour through a blue bioluminescent bay

Be Free This Summer with Angry Orchard From May through August, Angry Orchard is hitting the road to the best music festivals in the country! Consumers can join in the fun and enter to win VIP tickets to the festival of their choice at AngryOrchard.com.

One grand prize winner will receive VIP tickets, travel and accommodations to Voodoo Music and Arts Festival in NOLA, five second prize winners will receive VIP tickets to attend either Bonnaroo, FYF Fest, Boston Calling, Bumbershoot or Voodoo Music and Arts Festival, five third prize winners will receive an outdoor bean bag chair and 1000 fourth prize winners will receive key chains with raincoats inside!

Woodchuck Hard Cider Ciderstock Music Festival Sweepstakes From June 1st through June 30th, consumers will be asked to follow @WoodchuckCider on Instagram and post a picture of themselves enjoying Woodchuck Cider with the hashtag #Ciderstockbound, including the handle @WoodchuckCider for a chance to be one of ten winners who will receive a trip for two to Woodchuck Ciderstock Music Festival in Middlebury, VT on August 19th, 2017.

The Roots are headlining!

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Programs Champions Have Arrived.

Score Your Tickets with Heineken Heineken and the International Champions Cup (ICC) are taking to the pitch for another year to bring you the best of beer and soccer.

Bruno Mars and the Heineken Cities Project This summer, Heineken is launching the Bruno Mars concert series presented by the Heineken Cities Project.

Consumers who donate to a local passion project via Indiegogo will receive concert tickets to the hottest tour of the summer starring Bruno Mars.

Heineken will be kicking off the 2017 season with an engaging retail activation and giving away tickets to ICC matches across the United States. POS will be in-market from June 1st through July 3rd, all geared to drive in-store traffic and incentivize purchase.

With Heineken being the exclusive beer and presenting sponsor of ICC, be sure to stake a claim with the Heineken ICC 2017 program, and profit from kickoff to final whistle.

Taste Adventure All Summer with Dos Equis Inspired by the Most Interesting Man in the World’s adventures, Dos Equis wants to help consumers set forth on their own round of summer expeditions.

With sweeps including Dos Equis summer can buckets off-premise, digital or Uber gift cards on-premise and grand prizes of Dos Equis sponsored adventures, the brand is making sure consumers have a story to tell. A new merchandising solution for cans and exciting summer-themed POS will be the final touches on a season of exploring and excitement.

White Claw: The Purest Hard Seltzer in the World Consumers have spoken and White Claw is their brand of choice! This summer, the purest hard seltzer in the world will be taking over with unprecedented local and national brand support. White Claw Hard Seltzer will encourage pure enjoyment across the streets of Philadelphia with, “The Purest Hard Seltzer in the World” campaign. Philadelphia will be home to a giant, high-impact display, five bulletins and 14 metro lights targeting 5.6MM consumer impressions including the famous Ben Franklin Bridge. White Claw’s campaign will also extend to print and digital media. Look out for White Claw ads in Men’s Health, ESPN magazine and Women’s Health this May. With focus on distribution and getting liquid to lips, White Claw will maintain its place as the #1 hard seltzer this summer. www.origlio.com HeadyTimes v.19 15

Programs Yuengling American Summer

Toast Our Troops with Shiner Continuing a long tradition of supporting our military, Shiner is proud to partner with the Boot Campaign again this year! This organization raises awareness and funds to help wounded veterans. Since 2011, the Toast Our Troops program has raised over $625,000 for the Boot Campaign, with the mission, “to promote patriotism for America and our military community, raise awareness of the unique challenges that service members face during and post-service and provide assistance to military personnel, past & present and their families.” From May 1st through July 31st, the brewery will donate a portion of the sales of specially marked Shiner Bock cans directly to this worthy cause.

From May 1st through July 31st, the brewery will donate a portion of the sales of specially marked Shiner Bock cans directly to this worthy cause. Shiner will also be fundraising through retail accounts in the Philadelphia market during the month of June, via a creative display contest and retail activation at bars and restaurants.

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“America’s Oldest Summer Favorite,” an ice cold Yuengling Traditional Lager, is the perfect beer to enjoy at summer concerts, grilling with the family or camping with friends.

Yuengling’s American Summer program is a celebration of all things summer. Consumers visiting on-premise retailers have the chance to win a Summer Party Pack that includes Yuengling golf bags, corn-hole sets, wireless speakers, bikes and more. Additionally, Yuengling will offer consumers (off-premise) a chance to win an All-American BBQ Prize Pack, which includes a Weber Grill, Yuengling BBQ tools, a padded-seat cooler and a Yuengling folding chair.

Consumers will text codes and keywords for their chance to win.

This summer, Yuengling proudly continues their partnership with Smithfield Meats and the Yuengling Lager Beer Brats.

These premium Brats are made with real Traditional Lager and featured at PA retailers including Sam’s Club and Weis Markets.

The program includes instant redeemable coupons on brats and mail-in-rebates for savings on Traditional Lager, Light Lager and Black & Tan.

Yuengling Sponsors Philadelphia Phillies In April, D.G. Yuengling & Son, Inc., America’s Oldest Brewery, announced their new sponsorship agreement with the Philadelphia Phillies. This multi-year agreement, with one of Pennsylvania’s Major League Baseball teams, will feature Yuengling beer, which is the first new beer sponsor of the Phillies in nearly 40 years!

“Phillies baseball and beer are two of my passions. So we are thrilled to partner with one of the iconic teams in our home state,” said Dick Yuengling, Owner and President.

“Watching America’s favorite pastime, while enjoying a Yuengling Traditional Lager from America’s Oldest Brewery, is what brings fans together.”

“We are proud to welcome Yuengling to the Phillies family,” said Dave Buck, Senior Vice President of Marketing & Advertising Sales. “Like the Phillies, Yuengling has a long history in Pennsylvania. It’s a natural synergy – and a great addition to the ballpark’s off-the-field lineup.”

The sponsorship includes an outfield wall sign, digital sign and in-stadium sign, featuring the brewery’s flagship beer, Yuengling Traditional Lager.

As in past years, fans can enjoy Yuengling Traditional Lager, Light Lager and Black & Tan on draught and in 16 oz. and 24 oz. cans at beer-vending areas at Citizens Bank Park.

The BeerGUY America’s Oldest Brewery Continues to Make History

By Steve Hawk Not many companies can boast about their age. Times change. Tastes change. Traditions change. So any company – in any market – would find it challenging to remain relevant for 188 years. But local brewery D.G. Yuengling & Son has defied the odds.

Founded in 1829, this family-owned brewery is the oldest in North America. And the sixth generation of Yuenglings is still literally making a “case” for today’s beer drinkers.

“We wouldn’t be here if it wasn’t for the creativity and entrepreneurship of the third generation owner, Frank D. Yuengling,” said Jennifer Yuengling.

“During the Prohibition era, Yuengling survived by producing ‘near beer’ with a 0.5% alcohol content. They also ran a dairy which produced ice cream.”

The company was started in Pottstown, PA by German brewer David Yuengling, who had immigrated to the U.S. He first called it the “Eagle Brewery,” but changed its name to D.G. Yuengling and Son in 1873, after his son Frederick joined the company.

The bald eagle emblem remained even after the name change.

noteworthy is the fact that Yuengling is still receiving major awards in the beer industry. In 2016, the Brewers Association’s named it #1 on its list of the Top 50 Craft Brewers in the Nation for the third year in a row. “It was an honor to be in a ‘friendly competition’ with the 2nd place winner of the past three years,” said Jennifer. She was referring to Jim Koch, owner of The Boston Beer Company, whom she considers a pioneer in the craft beer market.

in nearly 40 years! The sponsorship includes large signage in left field, which prominently features the brewery’s flagship beer, Yuengling Traditional Lager. Jennifer mentioned how excited everyone at the brewery is about this new partnership. She recalled going to games as a kid and hearing her father talk fondly about attending games at the legendary Connie Mack Stadium. This partnership is clearly a throwback to some very happy memories.

Another exciting development for the brewery is their first product packaging and branding update in three decades. The new design continues to showcase their rich heritage by keeping the original eagle and barrel symbols. “We believe this gives our brand a more modern image and allows our product to ‘pop’ on the shelf,” said Jennifer. “It’s a simple design,” she continued, “clearly a case of making more out of less.”

Another great initiative is Yuengling’s Lagers for Heroes. Yuengling makes an annual contribution to the VFW’s National Veterans Service Program.

Consumers can donate $10 by texting HERO to 27722. Additionally this year, participating retailers will run a “donate-at-purchase” program, which is expected to be especially relevant to consumers over Memorial Day and July 4th. Proceeds from the 2017 Yuengling Lagers for Heroes Campaign directly supports veterans.

Jennifer Yuengling is heavily involved with the company’s marketing efforts to increase brand awareness among the next generation of beer drinkers.

The company recently announced a sponsorship agreement with the Philadelphia Phillies, which is the team’s first new beer sponsor

As you can see, Yuengling continues to be a dominant presence in our region, no doubt poised to make history for another 100 years.

It’s exciting to watch this nearly 200-year-old brewery pack tradition and innovation into every case of beer.

Today, the company is owned and operated by Jennifer’s father, Dick Yuengling, Jr., with Jennifer and her sisters, who are poised to keep the company going for many years to come.

Yuengling now has breweries in both PA and Tampa, FL and has released several very popular new offerings in the past decade, including Yuengling India Pale Lager, Oktoberfest and Summer Wheat Beer.

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1000 Patriot Parkway Reading, PA 19605

Coors Light EVERYONECAN Can a brand use summer and sustainability to sell beer? Coors Light can. And it makes total sense. From backyard grilling get-togethers, to beach parties and summer festivities, all those empties can be recycled for a more sustainable world. This is one of Coors Light’s mountains and they have been climbing it all along. They pioneered the first aluminum beer can in the 1950s and now have the largest solar array of any U.S. brewery that helps produce enough energy to brew 22 million beers!

Every climb starts with a few steps. To reach some sustainability peaks during the summer selling season, this program has a lot to offer. Empty kegs become keg grills (select key retailers), old billboards become 12-pack cooler bags (featured as a text-to-win, self-liquidating offer for consumers) and bottle caps get collected and become art pieces for participating on-premise accounts. The unifying message that Coors Light puts on display in both on and off-premise accounts is that, if Coors Light can, then EVERYONECAN. Coors Lights’ sustainability efforts haven’t gone unnoticed. There’s a good buzz about the EVERYONECAN program, from the leading publication in the advertising/ marketing industry: Ad Age! Check out the article online at Adage.com.