Winter 2016 | V.12
THE
ALL STAR DISTRIBUTING
HOT ARE GETTING
HOTTER
Retail Edge Seasonals The Beer Guy New Products Programs R I C K C H A P M A N O F C O R O N A D O B R E W I N G C O. | W I N T E R S E L E C T I O N S | A L L A B O U T T H E S T O U T
Letter toTHE TRADE The Year Ahead: Predictions for 2016
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S WE CLOSE THE BOOK ON 2015, YOU have to admit, it was an interesting year in beer. The total number of U.S. breweries hit an all time high. There are now more than 4,144 breweries in the country, topping the historic high of 4,131 breweries in 1873. Breweries merged and others sold stakes to larger companies and private equity firms. Consumers and industry analysts took to social media to ponder what would become of industry stalwarts such as Lagunitas, Firestone Walker and Dogfish Head, which forged relationships with larger entities. Having spoken to the likes of Tony Magee (Lagunitas) and Sam Calagione (Dogfish), I can tell you with certainty that they remain dedicated to producing the best quality and most interesting beers humanly possible. It was a summer of hard root beer and shandies for sure, and the fall saw a renewed interest in Oktoberfest lagers. IPAs continue to be the best-selling style for independent breweries, but a few brewers seem to be pivoting their attention towards – of all things – lagers. That brings us to 2016. I’ve compiled a list of five immerging trends as predicted by beer bloggers, industry analysts and local beer folk. Here they are in no particular order… •G et ready for nitro beers. Sam Adams and Guinness are rolling out new beers and they are not all stouts.
In This ISSUE Cover Story ������������������������� 1 Brewer Highlight ����������������� 2 Jerry Simcoe Beverage Distributor ������������ 3 Third and Spruce Café ��������� 4 New Products ��������������������� 5 Seasonal Selections ������������� 8 Available Year-Round Perfect for the Season ������� 13
• I PAs will become less bitter as aroma and flavor trump massive bitterness. Check out Heavy Seas Double Cannon.
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•C risp, refreshing pilsners, which are difficult to brew since there is no place for off-flavors to hide, will come out of the shadows cast by thousands of ales. Great Lakes Turntable Pils is a great example.
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• L esser known German beer styles will become more prevalent. Look for lemony, slightly acidic, Berliner weisses and salty/sour goses.
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•C reamy stouts flavored with chocolate, coffee, chai tea and peanut butter will continue to attract new fans. Lagunitas Cappuccino Stout and Weyerbacher Sunday Morning Stout are a couple to consider. So there you have it, five predictions for the New Year. It will be interesting to watch the year unfold and see if any other trends actually take hold. Like many of you, I am a fan of beer. I look forward to trying new beers and enjoying my stand-bys, which never disappoint me. That’s a big part of why our industry is so much fun. We are blessed to be living through a golden age of beer that shows no sign of tarnishing anytime soon. As always, thank you for your business and allowing us to be your partner in beer. May 2016 be your best year yet! Sincerely, Heady Times is published five times a year, courtesy of All Star Distributing
Dominic Origlio President
CoverSTORY The Hot are Getting Hotter Authentic Mexican imports are the only beers with sales trends that rival the craft beer category and Constellation Brands are among the top sellers.
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Y NOW YOU KNOW THAT MEXICAN BRANDS ARE THE DRIVING force behind the ongoing success of the imported beer category. But did you know that Constellation has five brands among the top 20 best-selling imports sold in the United States? Corona Extra, Modelo Especial, Corona Light, Pacifico and Negra Modelo are all part of Constellation’s portfolio. In addition to their status as best-sellers, Modelo Especial and Corona Extra are the number one and two leading growth brands in the country. Corona Extra alone accounts for 25% of the import beer market and so it is not surprising that it is the best-selling imported beer in the United States. The newly designed Corona Extra can is one reason for that brand’s growth. The package represented more than 40% of Corona’s volume growth in 2015. Modelo Especial, up 18% this year, is growing in all 50 states. Consumers purchased more than 60 million cases in 2014 and its market share has doubled in just five years. Its growth isn’t expected to slow down anytime soon. Constellation sees a huge opportunity for the brand to grow beyond its loyal base of Hispanic fans. Their research revealed that 86% of general market male beer drinkers are aware of this iconic brand, but only 40% have ever actually tasted it. To capitalize on this fact, Constellation will hit the air waves in 2016 with television ads aimed at English speaking consumers. The campaign, called Discover the Especial, focuses on educating general market consumers about the brand’s heritage and full flavor taste. Corona Light continues to garner its share of devotees as well. Last year the beer was available on tap for the first time. Corona Light connects with both male and female consumers and it contains only 99 calories. The brand’s latest advertising will tout Corona Light’s flavor versus other light beers. Rounding out this group of best-sellers are Pacifico and Negra Modelo. Pacifico remains a strong discovery brand on the East Coast as the bulk of its national sales come from the western United States where it is popular among surfers. And Negra Modelo continues to show great momentum – its sales have increased by nearly 11%, but more interesting than its sales trends is the niche this beer has carved out for itself. Negra Modelo’s unique flavor makes it great for pairing with food which makes it very attractive to anyone who considers themselves a foodie. One industry analysist remarked that the brand sits at the “intersection of imports and craft.” No wonder it is the #13 Import Growth Brand. The Constellation Brands have an extraordinary growth story and many industry professionals don’t doubt that Constellation will continue to grow share in the United States. But one person is absolutely convinced that Constellation will see impressive sales trends for many years to come. Rob Sands, the President and CEO of Constellation Brands – a guy who puts his money where his mouth is, made a bold prediction back in February while speaking to Wall Street stock analysts during a routine earnings call. Said Sands, “We think that doubling the business over the next ten years is certainly a doable number based on what we think is going to happen in the beer market and in particular how imports are going to continue to grow.” www.allstardistributing.net HeadyTimes v.12
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BrewerHIGHLIGHT Rick Chapman Coronado Brewing Co.
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ROTHERS RON AND RICK CHAPMAN opened a beach town brewpub in their hometown of Coronado, California in the mid-90s when the state was home to only a few breweries. Their dream was to offer exceptionally balanced beer, that’s authentically inspired by their West Coast roots. Coronado Brewing Co. helped build the West Coast landscape for craft beer, developing flavor profiles for their abundantly hoppy ales that breweries nationwide look to replicate. In 2014, the brewery received the prestigious and highly coveted industry awards for Champion Mid-size Brewery and Champion Brewmaster at the World Beer Cup in Denver, beating out thousands of breweries from around the globe. With all of the kudos bestowed upon Coronado, which will celebrate 20 years of brewing this year, the passion to brew exceptional beer with an undeniable coastal vibe is just as strong as it was in 1996. “After winning the awards, we now hold ourselves at a higher standard,” says co-owner Rick Chapman. “Our growth has escalated, so we have embarked on a multi-million dollar expansion to keep up with standards and capacity. We’ve added four new 240-barrel tanks, more silos and purchased an additional building to create a larger production facility.” Outside of the increased capacity will be the introduction of cans to Coronado’s lineup in 2016, and a new year-round IPA called Stingray will launch globally in January. [Product description on page 5.] “This is the first time we have expanded our year-round portfolio since 2012 and we’re stoked about the beer,” says Chapman. “We’ve launched small batches in California to stellar reviews and sales. We are also adding a pale ale called Easy Up to our new can lineup in April. And we will be introducing two new seasonal beers in 2016 – Berry the Hatchet in May and Pierless Imperial Brown Ale in November.” In addition to the expansion, cans and new beers, the brewery’s logo and packaging have been redesigned. “As we have grown, we recognize that we need a more focused and consistent brand foundation,” says Chapman. “The packaging design for the launch of our new cans offered a great opportunity to dive deeper into our coastal story.” The brewery’s new tagline, “Stay Coastal” is a reminder to, “Live it! Embrace the relaxed state of mind,” says Chapman. “I think it resonates with both San Diego locals and fans worldwide.” Although their beers are available in 18 states and 11 countries worldwide, Chapman says that Philadelphia was their first East Coast 2
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market. “We launched in Philly a decade ago because of its vibrant craft beer scene. Philly’s pioneering bars and craft beer drinkers are very astute. They continue to set the bar for the craft beer scene, globally.” Coronado has been extremely successful in achieving their goals, but the California-based brewery has had to deal with the drought that has affected the entire state, making the brewing process a bit more challenging. “Being that we live in a coastal desert, we have always been conscience of, and conservative with, our water use,” says Chapman. “Our water use per barrel is one of the lowest in the industry and we continue to innovate and conserve. We recently invested in equipment to help with our cleaning systems and we reuse as much water as possible.”
Off-PremiseSPOTLIGHT Jerry Simcoe Beverage Distributor
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OR THE BETTER PART OF THE 1900S, THE SIMCOE family has been in the business of selling beer. Since the end of Prohibition, the family has grown and evolved with the industry. Now, mother-daughter duo Lisa and Amanda Cortezzo, the third and fourth generations of Simcoe’s, own and operate Jerry Simcoe Beverage Distributors in Walnutport, PA. Lisa was only four when her parents opened their beer distributor in Lehigh Valley. They moved it to the current location in the 1970s, and Lisa and her husband bought it from them later down the road. Daughter Amanda says she always knew she would work in the family business. After going away to college, Amanda came back and, with a big interest in craft beer, began making some improvements to the store. “She really knows her stuff,” Lisa says about Amanda’s beer Amanda and Lisa Cortezzo, owners of Jerry Simcoe Beverage Distributors knowledge. She manages the craft beer section and does lengthy research online when deciding which beers to bring into the store. “Customers in this area don’t have much experience with craft, so they’re curious. They respond really well to the samplings,” Amanda explains. Samplings mostly include new products or breweries and Amanda is sure to announce them on their website and Facebook page, which she manages. For craft beer enthusiasts, the store offers “beer reservations” for products that are hard to get or more expensive. Customers can leave their contact information and once the product comes in they’ll be notified. There’s even an option to place a reservation online, which Amanda says appeals to their younger, techsavvy shoppers. As if that isn’t service enough, every receipt is printed with tasting notes and food pairings for the products purchased. Just a few months ago, the pair decided to rearrange the entire store, transforming three long, cluttered rows into shopper-friendly islands separated by brand and style. The new setup opened up a lot of floor space and made the store easier to browse. In the midst of the transition, Pennsylvania passed the law allowing distributors to carry 12-packs. This might’ve been a nightmare for some, but the Cortezzo ladies didn’t miss a beat; after decades in the beer business they’ve learned adaptability is a necessity. So they went out, bought some shelves and carried on business as usual. For the foreseeable future, Jerry Simcoe Beverage Distributors will remain a family business, and the pair will be ready for whatever the market throws at them, while they continue to work toward making their store a destination for beer drinkers.
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On-PremiseSPOTLIGHT Third and Spruce Café
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INCE OPENING ITS DOORS IN 1937, THIRD and Spruce Café has become synonymous with the local social scene. “When people come back [to the area], they come to The Spruce,” current owner John Woodward says about his bar, which is lovingly referred to by locals as, “The Spruce”. And he’s right; this corner bar in West Reading has been a place where people have gathered for happy hours, homecomings and holidays for many years. Woodward has worked at Third and Spruce for over 40 years. He started tending bar there after college and a few years later when the owners sold the restaurant, he couldn’t resist purchasing his beloved bar. John Woodward, owner of Third and Spruce Café, with Mike Spillane, general manager In 1987, Third and Spruce became a transfer account (a place where bets could be made) for Penn National Horse Racing. In that year alone, over $3 million in bets were placed there. For football fans, Third and Spruce was the spot to be on Sunday. “We did the Sunday ticket thing before it was a ‘thing’,” Woodward says. “We had multiple satellite dishes on the roof so we are able to show all the sporting events in the bar. People came from as far away as New Jersey and Gettysburg to have a cold one and watch all the games.”
In the mid-90s when Woodward expanded his draft system to accommodate upwards of 30 beers, competitors thought he was crazy, as this was unheard of before the recent explosion of the craft beer market. Now, with 20 beers offered on draft and plenty more in bottles, Third and Spruce is still an integral part of the cutting edge beer scene in West Reading. In fact, just a few months ago, Third and Spruce was appointed the “Official Yuengling Hot Spot in Berks County”. “We thought it would be a great idea to have such a strong local brewery tied to a local bar,” general manager Mike Spillane explains. The bar features Yuengling’s entire lineup of beers, which are always on special. Every day, an eclectic crowd of businessmen, locals and families fills the dining area and bar stools at Third and Spruce. It’s a popular happy hour spot for young professionals in the area, with an upstairs loft available for parties. Weeknight food specials range from buck-a-shuckoysters to pizza, all with complementary beer specials. So what has been the best part of owning Third and Spruce? “He has his wife here,” Woodward’s wife Gail, who helps run the business, jokingly says as she walks past the table. He laughs, nods his head and answers, “We provide a social function for society. You can grab a 6-pack anywhere, but we’ve made this a place where people want to come.”
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NewPRODUCTS Coney Island Hard Ginger Ale What we have behind the curtain will amaze you! Astound you! Astonish you! Hailing from deep in the ground in a far off land comes an ingredient so fragrant and so delightful that a single sip will wash away your worries like waves crashing on sunny shores. Feast your eyes on Coney Island Hard Ginger Ale, a tantalizing libation enhanced with exotic West African ginger. ABV: 5.6% Package: 12 oz. bottles only Availability: Year-round, beginning in January in Berks, Lancaster, Lehigh and Northampton Counties
Coney Island Hard Orange Cream Ale Get your tickets here! It’s a small price for a thrilling escape. Buckle up passengers, and hang on to your hats! Some rides are deceiving, but this one is all there. Coney Island Hard Orange Cream Ale is an amalgamation of orange, vanilla and spice inspired by the deliciously unexpected concoctions you only find on the boardwalk. Are you tall enough to ride? ABV: 5% Package: 12 oz. bottles only Availability: Year-round, beginning in January in Berks, Lancaster, Lehigh and Northampton Counties
Samuel Adams Nitro White Ale White capped and lively, the frothy white head of this distinctive nitro brew softly cascades into bright gold. The first sip reveals a smooth velvety taste with a light wheat character and hints of orange, while an undercurrent of peppery spice adds a bright finish to leave you wanting another sip. Smooth, yet vibrant, the nitro adds a creaminess to the White Ale’s wheat, while the spice and citrus keep it vibrant without the typical CO2. ABV: 5.5% Packages: 16 oz. nitro cans and nitro draught Availability: Year-round, beginning in February in Berks, Lehigh and Northampton Counties
Labatt Max New from Labatt, Labatt Max is available in 2 delicious flavors – Punch and Black Cherry. Punch is a turnedup twist on a traditional fruit punch with a mix of pineapple, cherry, apple and orange flavors. Black Cherry is a delicious balance of a little sweet, a little bitter and a whole lot of black cherry. ABV: 8% Package: 24 oz. cans only Availability: Year-round, beginning in February in Berks, Lancaster, Lehigh and Northampton Counties
Labatt Première Labatt Première is an extra light lager with real beer taste. At 4% ABV, 92 calories and 2.4 carbs, it is a smooth and refreshing lager that has the same premium taste profile of Labatt Blue and Labatt Blue Light, but without the extra calories. ABV: 4% Packages: 12 oz. cans and 12 oz. bottles Availability: Year-round, beginning in January in Berks, Lancaster, Lehigh and Northampton Counties
Henry’s Hard Sodas Henry’s Hard Soda is deliciously refreshing and made with cane sugar. Available in Ginger Ale and Orange flavors, these taste bud-tempting hard sodas are quite sessionable and perfect for enjoying all year. ABV: 4.2% Packages: 12 oz. bottles and 16 oz. cans Availability: Year-round, beginning in late January in Berks, Lancaster, Lehigh and Northampton Counties
Twisted Tea Bourbon Barrel The newest offering from Twisted Tea has a refreshing, real iced tea taste with a splash of bourbon flavor. ABV: 5% Package: 12 oz. bottles only Availability: Yearround beginning in February in Berks, Lehigh and Northampton Counties
Coronado Stingray IPA Named after a serene Coronado shoreline where locals soak up sun and suds, this easy-drinking IPA will transport you to a tropical paradise the moment it hits your lips. Citra, Mosaic, Simcoe and Southern Cross hops provide flavors and aromas of tropical fruits and sun-kissed citrus with soft accents of nectarine and peach. ABV: 7.9% Package: 12 oz. bottles only Availability: Year-round, beginning in January in Berks, Lehigh and Northampton Counties www.allstardistributing.net HeadyTimes v.12
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NewPRODUCTS Evil Genius This One Time At Band Camp Experimental Double IPA This One Time At Band Camp is Evil Genius’ new year-round Double IPA with a twist – the same blend of hops is never used twice! They start with a classic American DIPA recipe, then cut back on the bittering hops by adding over 75% of the hops post fermentation. This method helps retain their juicy, resinous, aromatic qualities, allowing the differences in the hop varieties to really stand out. Each time the beer is brewed, it will be dry hopped with a different blend of hops – sometimes with classic American hops, sometimes with rare and expensive New Zealand or Australian hops, and sometimes with exciting, brand new varieties of hops. ABV: 8.5% Packages: 12 oz. bottles and draught Availability: Year-round rotation, beginning in February in Berks, Lancaster, Lehigh and Northampton Counties
Heavy Seas Double Cannon Previously a seasonal brew, Double Cannon will be available year-round in 2016! Hop aromas blast out of this flavor explosion. Massively dryhopped, but with a balanced malt sweetness, this irresistible force showcases the power of bringing in the extra artillery. Hop cubed… then squared, Double Cannon is hopped to the sixth! The same malt recipe proportions used to create Loose Cannon were used to make Double Cannon and the late addition whirlpool, hopback and dry-hopping processes that make Loose Cannon such a flavorful IPA were employed. This beer captures the beautiful balance of Loose Cannon, with double the firepower. ABV: 9.5% Packages: 12 oz. bottles and draught Availability: Year-round, beginning in January in Berks, Lehigh and Northampton Counties
Magic Hat Low Key Low Key is a session IPA tuned to the key of ease with a tropical hop lead and smooth malt bass. ABV: 4.5% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Year-round, beginning in February in Lancaster, Lehigh and Northampton Counties
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Woodchuck Day Chaser Day Chaser celebrates those adventure seekers who never let a minute slip by. This sessionable cider combines bitter and sweet apples to deliver a semi-dry cider that is not too sweet and leaves you thirsty for another. Get the most out of every day and reward yourself as you welcome in the night. ABV: 5.5% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Yearround, beginning in March in Berks and Lancaster Counties
Mike’s Hard Peach Lemonade Previously a seasonal, Mike’s Hard Peach Lemonade will be available year-round beginning this spring! This flavorful FMB has an aroma of ripe peaches with a slight tropical note. Intense peach notes give way to a tangy lemonade finish. ABV: 5% Package: 11.2 oz. bottles only Availability: Yearround, beginning in March in Berks, Lancaster, Lehigh and Northampton Counties
Mike’s Hard Black Cherry 12 oz. Cans Already available in 11.2 oz. bottles, this spring Mike’s Hard Black Cherry will also be available in 12 oz. can fridge packs! Mike’s Hard Black Cherry Lemonade starts out tart, yet sweet, with notes of cherry and a hint of grape. It finishes clean and refreshing. ABV: 5% Availability: Year-round, beginning in March in Berks, Lancaster, Lehigh and Northampton Counties
Mike’s HARDER 23.5 oz. Cans Mike’s HARDER Lemonade and Mike’s HARDER Cranberry Lemonade will both be available in single serve, 23.5 oz. cans beginning this spring! ABV: 8% Availability: Year-round, beginning in March in Berks, Lancaster, Lehigh and Northampton Counties
NewPRODUCTS Small Town Not Your Father’s Ginger Ale Driven by passion for American heritage and ingenuity, Small Town Brewery’s founder and brewmaster, Tim Kovac, is forever experimenting with cherished classics. Kovac’s fond memories of his family’s homemade ginger ale and hard lemon candy inspired him to spend several years painstakingly refining his recipe for a sessionable, alcoholic ginger ale with a nuanced, yet regreshingly familiar taste and aroma. Not Your Father’s Ginger Ale presents a masterfully-balanced ginger and citrus body, with hints of black currant lending complementary floral and fruity spice notes. The end result is a pioneering craft specialty ale that delivers an unparalleled evolution of another beverage icon. ABV: 5.9% Packages: 12 oz. cans and 12 oz. bottles Availability: Now, year-round in Berks and Lancaster Counties
A New Look for PALM There are so many reasons to rediscover PALM in 2016 as the New Year brings a number of exciting, new updates for the brand! The style of the beer is now clarified as ‘Belgium’s Session Ale’ which clearly describes how PALM offers the best of both worlds – A Belgian amber ale with a pleasing flavor, yet light-bodied, refreshing and a great complement to food. Reflecting its approachable but premium stature, the carton and bottle graphics have evolved for a cleaner, more elegant look. Finally, the 6 pack carrier has been changed from the traditional European closed box to the open basket carrier to suit today’s consumer who wants to read about the product, as back label copy can easily be seen without taking the bottles out. These holders are great for retailers who offer a “mix of six”. Look for the new packaging in February.
New Spring House Cans This winter, three of our favorite Spring House brews will be available year-round in 12 oz. can 12 packs! Big Gruesome Chocolate Peanut Butter Stout, The Astounding She-Monster Mango IPA and Lexicon Devil Grapefruit Pale Ale will all be available in 12 oz. cans and draught year-round this February. The new can package will replace the 22 oz. bottles. Availability: Yearround, beginning in February in Lancaster, Lehigh and Northampton Counties
Seagram’s Escapes Spiked Tea These lightly carbonated, flavorful spiked teas from Seagram’s Escapes are available in two flavors – Lemon and Peach. Both are perfect for any occasion! ABV: 5.9% Package: 11.2 oz. bottles Availability: Year-round beginning in February in Berks and Lancaster Counties
Seagram’s Hard Soda Variety Pack Introducing a new line extension to the Seagram’s Family – Seagram’s Hard Soda! Enjoy the variety of fun flavors in this pack: Lemon n’ Lime, Orange Cream, Cherry Cola and Grape. ABV: 5.9% Availability: Year-round beginning in mid-February in Berks and Lancaster Counties
Seagram’s Escapes Kelly Rowland Signature Flavors Seagram’s Escapes is partnering with celebrity Kelly Rowland to bring excitement to the brand through innovation. Two new flavors inspired by Kelly will help to gain incremental, high margin volume for the brand by leveraging this celebrity partnership. These new, mouth-watering flavors are Orange Sassy Swirl and Pink Pineapple Passion. ABV: 3.2% Package: 11.2 oz. bottles Availability: Yearround, beginning mid-January in Berks and Lancaster Counties
Seagram’s Escapes Hispanic Flavors Meet the new flavors from Seagram’s Escapes that speak to Hispanic consumers’ cultural taste and fruit preferences: Passionfruit Mango and Strawberry Guava. Point of sale will be available in both English and Spanish and will cover major holidays like Easter, Cinco de Mayo, summer get-togethers, Halloween and Christmas. ABV: 3.2% Package: 11.2 oz. bottles Availability: Year-round, beginning in February in Berks and Lancaster Counties www.allstardistributing.net HeadyTimes v.12
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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 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. 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. If you are interested in receiving this email please contact Jessica Lawrence at jlawrence@origlio.com with your email address.
Blue Moon First Peach Ale Because of the popularity of this seasonal during its launch in 2015, Blue Moon First Peach Ale is making a comeback in 2016! It will lead the way for the 2016 Blue Moon seasonal beers. Blue Moon First Peach Ale has a clear deep amber color with an off-white head. It has a notable peach taste with a light caramel-malt sweetness and mild tartness. This beer pairs well with salads, fruit salad and peach & vanilla desserts. ABV: 5.6% Packages: 12 oz. bottles and draught (also available in the Spring Sampler Pack) Availability: January in Berks, Lancaster, Lehigh and Northampton Counties
Blue Moon Brewmaster’s Spring Seasonal Sampler When the sun rises higher in the sky and the ground begins to thaw, we all look forward to the tastes of spring. Inside the Blue Moon Sampler, you’ll find: Blue Moon First Peach Ale, a Belgian-inspired brown ale with flavors of peach and coriander, perfect to enjoy during the transition from winter to spring; limitedrelease Vanilla Wheat Ale, brewed with vanilla, wheat and a hint of orange peel for a slightly sweet vanilla-wafer taste; Cinnamon Horchata Ale, made with long-grain rice and a touch of cinnamon for a hint of spice and a creamy finish and Belgian White Belgian-Style Wheat Ale, brewed with coriander and Valencia orange peel for a subtle sweetness, then balanced with oats and wheat for a smooth finish. Availability: January in Berks, Lancaster, Lehigh and Northampton Counties 8
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Limited Edition Guinness Gilroy Collectible Cans The legendary Guinness Draught Stout will be available in limited edition, collectible Gilroy cans this winter! The special cans celebrate the famed Guinness campaigns of the 1930s, 40s and 50s by artist John Gilroy. Package: 14.9 oz. cans only Availability: February in Berks and Lancaster Counties
Mike’s HARDER Tiger’s Blood Tiger’s Blood is a unique and flavorful blend of watermelon, strawberry and pineapple with a hint of coconut, made the Mike’s way with a hint of lemon. It is well balanced with some melon in the backend and a clean, crisp finish. ABV: 8% Package: 16 oz. cans only Availability: January in Berks, Lancaster, Lehigh and Northampton Counties
Mike’s HARDER Deadpool Cans Mike’s is partnering with Fox Studios to promote the spring 2016 release of Deadpool, the highly anticipated major motion picture featuring one of Marvel’s bestselling comics of all time. The movie, starring Ryan Reynolds, tells the story of former Special Forces operative, Wade Wilson, who is subjected to a rogue experiment leaving him with accelerated healing powers. Armed with his new abilities and a dark, twisted sense of humor, he adopts the alter ego Deadpool and hunts down the people who nearly destroyed his life. To commemorate the release of the movie, Mike’s Harder Lemonade cans and 12-packs will be emblazoned with Deadpool graphics for a limited time. Collect all 6 cans! Availability: Now in Berks, Lancaster, Lehigh and Northampton Counties
Shiner Birthday Beer Cheers to 107 years! Shiner’s Birthday Beer this year is a traditional German-style pilsner, brewed with Czech Saaz and Hallertau hops. ABV: 5% Package: 12 oz. bottles only Availability: Now in Berks, Lancaster, Lehigh and Northampton Counties
SeasonalSELECTIONS Samuel Adams Crystal Pale Ale This crisp, bright and bold pale ale is named after Crystal hops grown in Oregon, which give the beer its distinctive American hop character. ABV: 5.3% Package: 12 oz. bottles only Availability: January in Berks, Lehigh and Northampton Counties
Samuel Adams Cold Snap Stirring from the haze of winter, this refreshing unfiltered white ale awakens its smooth wheat with the bright snap of spring spices. From the subtle sweetness of orange peel and plum to the peppery bite of fresh ground coriander, the blend of spices creates just the right refreshing kick to signal that spring is on its way. This beer is the perfect transition from the spicy beers of winter to the light, crisp beers of summer. ABV: 5.3% Packages: 12 oz. bottles and draught Availability: January in Berks, Lehigh and Northampton Counties
Samuel Adams Cabin Pack Offer drinkers seasonal variety with six Samuel Adams beers, perfect for the spring: Boston Lager, a full-flavored brew with a balance of malty sweetness contrasted by hop spiciness and a smooth finish; Cold Snap, a crisp and refreshing white ale with a blend of wheat, smooth maltiness and hint of spring spices; Escape Route, a combination of the subtle fruit notes of an ale with the smooth crispness of a lager; Noble Pils, a crisp golden lager, full of character, it’s made with all 5 Noble hops for a layered fresh and citrusy flavor; NEW Session Ale (only available in the variety pack), a down-to-earth ale that celebrates the floral, bitter and slightly spicy character of Tettnanger hops, along with more earthy notes from East Kent Goldings and NEW Scotch Ale (Voter’s Choice, only available in the variety pack), a fullbodied, malty ale with roasted and chocolate malt notes and a subtle smoky flavor, followed by a lingering, sweet finish with distinct coffee flavors. Availability: January in Berks, Lehigh and Northampton Counties
Samuel Adams Double Bock Samuel Adams Double Bock is brewed with a halfpound of malt in each bottle, almost enough for a loaf of bread. The strong malt and caramel character creates a rich, full-bodied lager with a deep mahogany color and velvety smooth flavor. ABV: 9.5% Packages: 22 oz. bottles and draught Availability: Limited quantities in February in Berks, Lehigh and Northampton Counties
Traveler Springtime Variety Pack Traveler’s spring seasonal mix pack includes: Curious Traveler, an American craft wheat ale brewed with real lemon and a touch of lime to bring out a bright, juicy citrus aroma and flavor; Illusive Traveler, a deceptively delicious wheat beer made with real grapefruit and Aloha Traveler, a wheat ale made with real pineapple for a refreshingly vibrant drinking experience. Availability: January in Berks, Lancaster, Lehigh and Northampton Counties
Twisted Tea Party Pack The new Twisted Tea Party Pack will replace the Twisted Tea Mixed Up Pack. Perfect for all Twisted Tea drinking occasions like BBQs, Tailgates and NASCAR, the Party Pack includes the perfect mix of flavors in 12 oz. cans: Twisted Tea Original, Half & Half, Bourbon Barrel and Raspberry. Availability: February
Evil Genius I’ll Have What She’s Having I’ll Have What She’s Having is an Imperial stout made with chocolate and hazelnut. This limited release strong dark beer is something only Evil Genius could come up with - a rich, creamy, over-the-top stout with layered flavors of roasted barley, molasses, chocolate, caramel and hazelnut. Not too heavy on the palate, and with a surprisingly dry finish, this sturdy yet drinkable stout is perfect for the winter months. Note: Evil Genius is not responsible for any inappropriate orgasmic outbursts after drinking this beer. ABV: 9.4% Packages: 12 oz. bottles and draught Availability: January in Berks, Lancaster, Lehigh and Northampton Counties
Evil Genius Shut Up, Meg! This Belgian-style ale is brewed with rye and a touch of winter wheat, hopped with Citra, Amarillo & Simcoe hops, and fermented with Belgian saison yeast. The aroma is dank, juicy American hops and spicy rye. The palate follows suit, with notes of peach, white grape, Asian pear, black pepper and an almost savory herbaceous quality. The finish is bone dry with impressions of fresh parsley, coconut and cedar. ABV: 6% Packages: 12 oz. bottles and draught Availability: March in Berks, Lancaster, Lehigh and Northampton Counties www.allstardistributing.net HeadyTimes v.12
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SeasonalSELECTIONS Great Lakes Conway’s Irish Ale
Coronado Imperial Blue Bridge Coffee Stout
Arrestingly smooth, Conway’s Irish Ale has a rap sheet of toasty biscuit and caramel malt flavors. ABV: 6.5% Packages: 12 oz. bottles and draught Availability: January in Berks, Lancaster, Lehigh and Northampton Counties
Prepare to rise and grind. This Imperial coffee stout will send you across the water to a new state of java-nirvana. Two-row malt, roasted barley and Guatemalan coffee come together to celebrate the beer’s sweet chocolate and earthy flavors. ABV: 8% Packages: 22 oz. bottles and draught Availability: Limited quantities in January in Berks, Lehigh and Northampton Counties
Great Lakes Alberta Clipper Porter Bid farewell to winter’s cruel tyranny with the creamy, bittersweet dark chocolate flavors and fresh raspberry tartness of Alberta Clipper Porter. Named for the intense winter storms that sweep the Midwest and Great Lakes Regions, Alberta Clipper is the perfect treat to celebrate the return of milder weather and kiss those wintry winds goodbye… at least for a little while. ABV: 7.5% Packages: 12 oz. bottles and draught Availability: February in Berks, Lancaster, Lehigh and Northampton Counties
Great Lakes Turntable Pils The A-side? Earthy, fresh hop aromas. The B-side? A smooth, balanced malt groove. ABV: 5.3% Packages: 12 oz. bottles and draught Availability: March in Berks, Lancaster, Lehigh and Northampton Counties
Great Lakes Fridge Filler Variety Pack Great Lakes’ new variety pack includes: Holy Moses White Ale, an intrepid crew of spices and orange peel blaze a trail to a refreshing, light-bodied landing; Lawn Seat Kolsch, a breezy jam session led by a harmonious chorus of sweet malt and spicy noble hop flavors; Steady Rollin’ Session IPA, a vibrant landscape of tropical, fruity Mosaic hop aromas & smooth sailing malt flavors and Hop By Numbers IPA, an IPA with aromatic citrus accents and strokes of pine bitterness that blend to highlight a bright amber palette. Availability: March in Berks, Lancaster, Lehigh and Northampton Counties
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Coronado Sock Knocker Amarillo, Centennial, Columbus and Simcoe hops unite to produce an immensely floral, botanical nose and a veritable explosion of citrus and pine on the palate in the Imperial IPA. With an even more obscene hop overload than the brewery’s infamous Idiot IPA, Sock Knocker is an India Pale Ale truly deserving of its Imperial crown. ABV: 8.5% Packages: 12 oz. bottles and draught Availability: February in Berks, Lehigh and Northampton Counties
Coronado Merbear A collaboration with iconic Northern California’s Bear Republic, this rye IPA starts with a pungent and fruity hop character from the Amarillo, Hallertau Blanc, Centennial and Equinox hops and ends with a spicy malt caramel backbone. ABV: 7.5% Packages: 22 oz. bottles and draught Availability: Limited quantities in February in Berks, Lehigh and Northampton Counties
Lagunitas Cappuccino Stout Brewed with boatloads of roasted coffee in each batch for that extra krunk, this mondo coffee stout will leave you wondering whether you’re coming or going. ABV: 8.9% Packages: 22 oz. bottles and draught Availability: January in Lehigh and Northampton Counties
Lagunitas Undercover Investigation Shut-Down Ale This malty, rich beer with a snappy hop finish truly defies style. Imperial Mild...? Uber ESB...? We do know for sure that it is unforgiving and unrepentant. ABV: 9.75% Packages: 12 oz. bottles and draught Availability: January in Lehigh and Northampton Counties
SeasonalSELECTIONS Heavy Seas Deep Six Rich, malty and complex with a surprisingly dry finish, this robust English-style porter is never cloying and wonderfully drinkable. A dense tan head portends the chocolate, roasty, brownie batter flavor. Maris Otter malt, imported from the UK, imparts a deep nuttiness accentuated by a unique English yeast strain. This cheeky yeast generates subtle pear, apple and strawberry esters that gently contribute to its depth of flavor. Deep Six’s complex balance also comes from imported UK Target and Fuggle hops, contributing earthy, herbaceous, tea-like notes. The result is a hefty brew that walks the fine line between eminent drinkability and overwhelming flavor impact. ABV: 6.8% Packages: 12 oz. bottles and draught Availability: January in Berks, Lehigh and Northampton Counties
Heavy Seas Siren Noire Siren Noire is a velvety, rich chocolate stout. Almost three pounds of Belgian coco nibs are used per barrel. It’s aged for five weeks in bourbon barrels with vanilla beans added. A mix of dark malts gives this stout a well-rounded body that is decidedly chocolatey without being extraordinarily sweet or cloying. Brewers Gold hops contribute an earthy spiciness with notes of black current. ABV: 9.5% Packages: 22 oz. bottles and draught Availability: January in Berks, Lehigh and Northampton Counties
Steel Reserve Spiked Limeade The Steel Reserve Alloy Series brings a line of affordable, bold flavors and innovation to the Economy category. Spiked Limeade is the newest flavor of the lineup, adding a lime flavor like the FMB category has never seen before. ABV: 8% Packages: 16 and 24 oz. cans Availability: February in Berks and Lancaster Counties
UFO Big Squeeze When Harpoon first started thinking of a UFO spring/summer seasonal, they spent days “researching” every combination of fresh fruit juice and beer they could think of until they discovered a combination that made the decision easy. Sweet with a hint of tartness, this grapefruit shandy is perfect for all your adventures. ABV: 4.5% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: February in Berks County
Harpoon IPA Adventure Mix Pack The IPA Adventure Mix Pack puts four great IPAs and a 20+ year journey into a single box. Whether you’re looking for the beautiful balance of a New England-style IPA or a more pronounced hop flavor found in Leviathan Imperial IPA, the IPA Adventure has an IPA for you and your friends. The IPA Adventure Mix Pack includes: Harpoon IPA, Leviathan Imperial IPA, The Long Thaw White IPA, and – new this year – Take 5 Session IPA. Whichever type of hop experience your palate craves, this mix pack has a little something for us all. Availability: January in Berks County
Long Trail Stand Out Stand Out is a renewal of the classic American pale ale – brewed in the spirit of adventure and showcasing the Equinox hop. This brand new hop variety features complex fruity and herbal notes. An American pale ale construction allows the Equinox hops to shine. Long Trail has stepped off-the-beaten-path with this recipe, so brave the elements, reach the peak, and savor life’s stand out moments. ABV: 5.2% Packages: 12 oz. bottles and draught Availability: in Berks, Lancaster, Lehigh and Northampton Counties
Long Trail Spring Survival Pack This seasonal sampler includes three each of the following brews: Long Trail Ale, Mostly Cloudy, Stand Out and IPA. Availability: February in Berks, Lancaster, Lehigh and Northampton Counties
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SeasonalSELECTIONS Weyerbacher Double IPA #2 The second release in Weyerbacher’s IPA Series, Double IPA #2, features Waimea, Wai-iti and Galaxy hops. ABV: 9% Packages: 12 oz. bottles and draught Availability: January in Lehigh and Northampton Counties
Weyerbacher Insanity Insanity is Weyerbacher’s Blithering Idiot barleywine aged in whiskey barrels. The barrel aging imparts an additional level of complexity to an already intense malt profile by adding a combination of vanilla, oak and whiskey notes. ABV: 11.1% Packages: 12 oz. bottles and draught Availability: January in Lehigh and Northampton Counties
Weyerbacher Sunday Morning Stout Sunday Morning Stout is an American Imperial stout aged in bourbon barrels. This beer pours a beautiful ebony color with a large, creamy, offwhite head that lasts and lasts. The aromas of roasted coffee and bourbon awaken your senses while their flavors blend with hints of chocolate, roasted malt, vanilla and caramel. ABV: 11.3% Packages: 12 oz. bottles and draught Availability: February in Lehigh and Northampton Counties
Magic Hat Single Chair Single Chair is a light, medium-bodied golden ale with a bready aroma and malt forward flavor. Smooth and drinkable, perfectly balanced like nature itself, Single Chair goes down effortlessly. ABV: 5% Packages: 12 oz. bottles and draught Availability: January in Lancaster, Lehigh and Northampton Counties
Magic Hat Spring Fever Spring Fever is a lively variety that mixes perfectly with the rousing call of spring. Included in this year’s mix is: #9 not quite pale ale, Single Chair golden lager, Mother Lager Eurostyle lager and Low Key session IPA. Availability: January in Lancaster, Lehigh and Northampton Counties
Magic Hat IPA Playlist Appeal to hoppy consumers with this lively list of highly hopped favorites spanning several genres of IPAs. The stars of this variety pack are Electric Peel grapefruit IPA, hI.P.A. IPA, S.M.A.S.H. Hits single malt & single hop IPA and Low Key session IPA. Availability: February in Lancaster, Lehigh and Northampton Counties
Weyerbacher Blasphemy Blasphemy is Weyerbacher’s QUAD aged in bourbon barrels, which gives it gentle vanilla notes that complement rather than supersede the complex qualities that already make QUAD such an incredible beer. It is fully bottle conditioned. ABV: 11.8% Packages: 25 oz. bottles and draught Availability: March in Lehigh and Northampton Counties
Woodchuck Private Reserve Cherry Private Reserve Cherry adds a tasty tart flare to Woodchuck’s barrel-aged series. The cider crafts semisweet apples with sour cherries, aged in wine oak barrels. The combination brings a sweet, tart taste with final notes of vanilla and oak. Add a little bite to your season with this truly unique and rare cider. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: January in Berks and Lancaster Counties 12 HeadyTimes v.12 www.allstardistributing.net
Woodchuck Out On A Limb Campfire Pancakes Campfire Pancakes brings you an infusion of smoked apple pomace. Topped off with a dash of Vermont maple syrup, this cider brings forward a delightfully smoky and sweet taste. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: February in Berks and Lancaster Counties
Available Year-Round PERFECT FOR THE SEASON
Programs
Verdi and Sparkletini
Verdi and Sparkletini by Verdi are totally refreshing and fun! The delightfully sparkling, 100% natural way to add bubbly fun to every get-together, Verdi is the life of the party! Serve chilled to enjoy the light, refreshing taste. Everything is better with a little sparkle.
Henry’s Hard Soda Launch
Crystal Ball Forewarned Belgian Tripel This Belgian strong ale is golden in color, full-bodied and smooth. The complex flavors and aromas derived from the Trappist yeast strain can be described as spicy, phenolic and sweet. Like other wellcrafted tripels, Forewarned hides its higher alcohol content deceptively well, making this brew dangerously tasty. Recommended serving size is a 10 ounce pour. ABV: 9.3% Packages: 16 oz. cans and draught Available in Lancaster County only
Stegmaier IPA
Capitalize on FMB and craft soda growth with Henry’s Hard Sodas! Bring new male and female consumers into the category by supporting the national launch of Henry’s Hard Soda available in Ginger Ale and Orange in January! There will be local sampling events for six weeks so consumers gain awareness of the brand’s launch. In addition, the Henry’s Hard Soda launch will be backed by national TV advertising starting in late January with the AFC Championship game on CBS. Momentum will continue by surrounding the Super Bowl with content on ESPN and online. Print ads will be launched in a mix of sports and entertainment magazines and Henry’s Hard Soda will also have a digital presence in popular mobile games, pop culture sites and on Gen-X relevant social sites like Facebook and YouTube.
Stegmaier India Pale Ale is an American IPA with an attitude! It is brewed with American malts and aggressively hopped with three varieties of American hops – Centennial, Cascade and Nugget. This IPA has an assertive hop presence and a strong malt backbone. Stegmaier IPA uses a quarter ton of hops, which balance the malt sweetness and make this brew a hop lover’s delight! ABV: 6.7% Packages: 12 oz. bottles and draught www.allstardistributing.net HeadyTimes v.12 13
Programs
Coors Light Postseason/Home Bowl For the emerging grocery channel in Pennsylvania, Coors Light has the perfect retail solution for postseason. Coors Light, Coca-Cola and Mondelez are joining together again to bring an even bigger Home Bowl program for 2016. The end of football season is always celebrated with the ultimate party for the Big Game. There is a lot of planning for party essentials (beer, snacks and soda) by the host. This January and February, feature Coors Light, Coke and Ritz crackers to drive conversion, increase basket ring and provide quick and simple shopping solutions. The Home Bowl partnership of the #1 soft drink, #1 snack cracker and #2 beer in the U.S. provides solutions for the host planning a party and guests attending a party.
Coors Light NHL Playoffs Only Coors Light, the Official Beer of the Stanley Cup Playoffs, goes to great lengths to keep consumers refreshed throughout the excitement and celebration of the NHL playoffs. They attract 317 million viewers, and NHL fans drink more beer than fans of any other sport. Thirty-one percent of Coors Light loyalists watch NHL on network or cable TV. With NHL playoff games happening frequently, it’s a good reason to celebrate with a Coors Light.
Celebrate St. Patrick’s Day with Coors Light Stay lucky with Coors Light this St. Patrick’s Day! Everyone has a little Irish in them on St. Patty’s Day and Coors Light will keep them refreshed all day so they can share fun with friends, both new and old, during the biggest on-premise selling occasion of the year. St. Patrick’s Day and the opening day of March Madness are on the same day this year and consumers need a refreshing beer – and a little luck – to make the most out of this actionpacked day.
The Great Keystone Catch From February through April, Keystone takes to the water with yet another challenge where size matters and so does smoothness. Keystone will connect with consumers and celebrate their passion for fishing and good beer and invite them to engage in their own D.I.Y. way. Consumers can create fish of epic-size proportions by building them from Keystone Light cans. Because, fisherman or not, every guy loves the thrill of the catch, the fun of bragging and a beer or three. This program will feature out-of-home, digital and social media support.
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Programs
Corona Gets Us Closer to a Cure In 2016 every purchase counts! This year, Corona will continue to partner with the V Foundation by enhancing the philanthropic message, “Your Corona Gets Us Closer to a Cure.” Throughout the March Madness time frame, Corona will donate a portion of proceeds from each case of Corona Extra/Light sold, directly to the V Foundation for cancer research. Leveraging the universally recognized cause ribbon, along with the newly developed “Don’t Give Up” logo, Corona will continue to connect with basketball by utilizing hoop/net materials to make it engaging and relevant to consumers during March Madness.
Celebrate National Margarita Day with a CoronaRita February 22nd is National Margarita Day! Why not offer your customers a CoronaRita to celebrate? CoronaRitas are a combination of a traditional or frozen margarita accompanied by an upside down Coronita (Corona Extra 7 oz. bottle). The CoronaRita Clip secures the Coronita to the margarita glass and allows a subtle, yet distinct Corona flavor to slowly seep into the margarita while the cocktail is being consumed. Margaritas are the #1 selling cocktail in the U.S. and Corona
Extra is the #1 import beer, so take advantage of the combination of this growing trend! CoronaRitas will attract significant attention, encourage tradeup and provide incremental sales opportunities that will add more profits to your bottom line.
Pacifico: Proud Sponsor of the Burton U.S. Open of Snowboarding For the 4th consecutive year, Pacifico is a proud sponsor of the Burton U.S. Open of Snowboarding hosted in Vail, CO. This year, new, exciting POS and a merchandising bundle, inspired by the spirit of discovery and the soul of snowboard culture, will be available. The Burton U.S. Open takes place from February 29th through March 5th.
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Programs
Heineken/Heineken Light: Never Miss a Minute Soccer is a game of stamina and planning. Whether you’re watching in your living room, at the bar, or in the stadium, you’ve got to be prepared for those 90 minutes. Because after
kick-off, there are no time-outs, and you want to make sure you Never Miss a Minute. Heineken and Heineken Light will reward shoppers every minute of every UCL and
MLS match, by giving away MLS TV subscriptions in order to drive viewership and drinking occasions. The grand prize will be legendary UCL or MLS game-day experiences.
Have A Champion in Your Corner
Heineken: What’s Your Play? Last season, HUSA fans wowed with their quick-witted plays to impress the boss, win at romance and be the champion of the game-day party. This football season, Heineken is back with bigger challenges, bigger prizes and all new ways to answer the question, What’s Your Play? Every 20 minutes on football game days, HUSA brands and @WhatsYourPlay will be asking fans share their best plays for life’s daily challenges. Fans will reply via Twitter with their entries for a chance to win prizes that will raise the bar for their game day. New this year, the sweepstakes will be promoted on-premise so HUSA drinkers at bars and restaurants can play along.
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Watching a big fight with a beer is a classic bonding event for many men. It’s a social catalyst that brings them closer together; a “comfort zone” moment – being part of a group of like-minded people, easy and free to be who they are. The Champions Night campaign shows shoppers that Tecate and Tecate Light are the authentic, bold choices that capture their bicultural duality and celebrate their values and roots. Shoppers will be looking for ways to turn casual gatherings and viewing occasions into the best experience, and Tecate will be their enabler with a fully supported program.
Programs
Dos Equis Most Interesting Winter After a hard day ripping it up on the slopes, it’s always tempting to take the “easy pass” and retire, but when you lean forward into the evening and dare to go off piste, you’re always rewarded with much more interesting adventures! This winter, Dos Equis offers skicentric POS that will encourage consumers to pick up the beer after hitting the slopes.
Head Into Cinco Season with Dos Equis The Most Interesting Man in the World remains thirsty for exploration. So heading into Cinco 2016, he is gearing up for an extraordinary expedition to make Cinco de Mayo even more intriguing for consumers. As a result, he’s looking to give away his coveted collection of interesting artifacts. Eye-catching POS will drive consumers to purchase Dos Equis leading up to and during the Cinco season, making this Cinco de Mayo that much more interesting.
Lagunitas CouchTrippin’ Lagunitas is hitting the road again with bands, beers and freaktacular entertainment, heading to Austin, Texas for South by Southwest. For a chance to hitch a ride on the mobile tour, consumers can enter the Couch Trippin’ contest this February and download the Lagunitas mobile App to stay updated! www.allstardistributing.net HeadyTimes v.12 17
Programs
Miller Lite March Hoops March Madness is a crazy and exciting time for fans, but after their bracket has been busted, they often lose interest until the final Championship game. Miller Lite wants to keep consumers engaged throughout the entire tournament regardless of their bracket fate. This March, Miller Lite will offer bracket challenges, competitions, prizes, and promotions that will keep them coming back round after round! On-Premise games include the Mini Hoops Game and the Up Your Cup Game, giving consumers the chance to win Miller Lite promotions.
Miller Lite Racing The 2 Car is a symbol of greatness and realness. Both Miller Lite and our driver are not just about winning, but being real while doing it. To celebrate that, Miller Lite brings fans a look at the team that is as authentic as Miller Lite is. Miller Lite will create a True 2Crew experience for its fans. NASCAR fans travel in their campers to the track to camp out for a few days, bond with other fans, and watch the “big one” on race day. These shoppers value the convenience and variety of a liquor store and look for brands that are aligned with their passion points.
Miller Lite St. Patrick’s Day St. Paddy’s is the holiday everyone loves to celebrate. It’s a chance to be Irish for a day! Inspire consumers to start and continue their celebration with Miller Lite – a fine Paddy’s Day pilsner during this biggest on-premise selling occasion of the year!
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Miller Lite Postseason The postseason represents the last push for football – the big hurrah between friends before the season ends. Let’s create a sense of urgency among consumers at the point of purchase and remind them to cherish the last drops of football with Miller Lite! If the Philadelphia Eagles are in the playoffs, there will be POS offered to support their playoff run.
Programs Miller High Life Rich Rewards Loyalty Program Miller High Life is bringing back the limited-edition T-shirt program and is collaborating with a new apparel designer, Benny Gold. Benny has a rich back story, representative of Miller High Life values, that makes him a great fit for the consumer. Consumers purchase five 12-packs of Miller High Life and enter the unique codes on WearTheHighLife.com to receive virtual punches. Once five codes are entered, Miller High Life will ship a limited-edition T-shirt. With 12-packs now available in Home D stores, this promotion is a great fit for the stores to have a big display and/or incremental display of Miller High Life. There are two designs and two time periods in which to participate (Design 1: January 4–March 15; Design 2: March 16–May 31).
Leinenkugel’s Get It While It’s Cold America’s Oldest Cinderella Story As America’s Oldest Brewery, Yuengling knows what it takes to overcome hurdles to reach your dreams. They want to hear people’s favorite underdog story for a chance to win $2,500 towards their very own Journey to Greatness. During this year’s basketball tournament, from March 1st through April 20th, drinkers will be asked to share their story on Yuengling.com/Basketball or on Facebook.com/Yuengling for a chance to win.
Cranberry Ginger Shandy and Leinenkugel’s Big Butt Doppelbock serve as reminders that spring is right around the corner. Leinenkugel’s is asking consumers to grab these two beers inspired by the season.
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RetailEDGE The Bottom Line on Millennials How Gen Y is impacting food and beverage decisions at retail By George Latella
In the last issue we discussed the Baby Boomers and how they influence their Millennial children. I thought it would be interesting to look at this in reverse and show how younger Millennials are influencing many of the decisions that we make with regard to products, packaging and supply chain. As a parent and professor of Millennials, I think I am in a good position to discuss this topic. And based on what I’ve seen over the past few years, I think the generation of students we are putting out will make the world a better place by forcing us to make better business decisions. Everyone’s heard of “The Bottom Line” in business. Those of us who went to school in the 60s, 70s and 80s were told that “the goal of any company is to make a profit”. In 2015, we now teach our students about “The Triple Bottom Line”. Others refer to this as “People, Planet and Profits”. In other words, we need to worry about more than just money. I believe there are three reasons why we work. One is to “Earn” the second to “Learn” and the third to “Affirm”. We need to make money to provide for ourselves and our family, we need to grow and mature in our careers, and we need to do things that support who we are and what we care about. Many younger consumers are applying this same thought process to the products they buy and the companies they support. Many of your younger customers want to know the following: Where products come from and what goes into them. The working conditions of the people that grow, ship, make and sell the products. What companies are doing to save our natural resources. How they are minimizing the impact on the environment. What they are doing to “give back”. Food and beverage companies are going to “clean labels” which means less ingredients and real ingredients. In
other words, if we look at a label and can’t pronounce the ingredient, it is probably not good for us. Consumers also want to know how the people who “touch” the product through the supply chain, or deliver the service on/off premise are treated. Are they paid a living wage? Do the farmers earn a fair profit? How many “food miles” do the raw materials travel from the farm to the processing plant, to the manufacturing plant, to your location? How are the raw materials grown that go into the beverages and food you sell? What is done with the byproducts of the ingredients and packaging? How are you helping the community? So what does this mean for you and your business? You need to understand how your young employees, vendors, suppliers and customers think about these topics. This could be as simple as talking and listening to them directly, doing some secondary research on the topic on the internet or hiring someone to conduct some basic marketing research for you. Then, adjust your operations and marketing strategy based on your findings. Whether you are an on-premise or an off-premise establishment, you need to make sure that you understand this group of consumers and build your products, merchandising and marketing programs around how they live. 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. 20 HeadyTimes v.12 www.allstardistributing.net
The BeerGUY All About the Stout By Steve Hawk Stouts are dark beers made using roasted malt or barley. The style originated in England in the 18th century to describe beer that was brewed from darker roasted malt than traditional ales. The modern definition of a stout is very much the same, but it often breeds misconceptions simply because of its dark color. People assume that because stouts are darker, they are higher in alcohol, higher in calories and heavier in body. That’s just not the case. Yes, there are those that fit that description, but certainly not all of them. The different styles of stout cross a wide spectrum of flavor profiles, alcohol content and overall mouth feel. The range is so vast and the appeal so broad, virtually every beer drinker is likely to count stouts among their favorite styles… I know I do. Dry Irish stouts are one of the most common styles, the most recognizable being Guinness, which originated in Dublin, Ireland in the 18th century. It is brewed in almost 60 countries today. Guinness features the traditional bitterness of a stout from both roasted barley and a generous dose of hops. The draught version has a thick, creamy head and texture from mixing the beer with nitrogen when it is poured. At 4.2% ABV, Guinness is very drinkable and makes a perfect beer choice year-round and for virtually every occasion, from watching a game or enjoying dinner (especially a seafood entre) to an all-day pub crawl. A great local example of a dry Irish stout is Sly Fox O’Reilly’s Stout. Head Brewer Brian O’Reilly notes that a benefit of this beer is the low alcohol (3.6% ABV). “I find it to be a very natural way to transition from my morning coffee to my first brew of the day,” he said. “The low CO2 and dissolved nitrogen make a creamy
foam that actually reminds me of a well-made cappuccino.” If you’re looking for a beer for brunch, this is it. An excellent example of a European Stout with a traditional European origin is Belhaven Black Scottish Stout, a deluxe brew from the historic Belhaven Brewery in Scotland. It’s full of roasted malt, coffee and chocolate flavors, along with a hint of licorice. And at just 4.2% ABV, it’s very sessionable. Another example is Allagash Black. Although not officially considered a stout – and clearly not from Europe – this beer fits this category because it incorporates both Belgian yeast and caramelized candy sugar in a dark colored brew. This unique combination yields an alcohol content of 7.5% ABV, but it still maintains the drinkability of a conventional European stout. Oats were introduced into the stout style from the very beginning, as it was a plentiful crop in the regions of England and Scotland where the style originated. There was even a time when oatmeal stout was advertised for its health benefits. But, what really makes this style special is the taste. Although the levels of roasted flavor and hop character can vary, the oats add a silkiness to the mouth feel and provide a touch of sweetness that is unlike any other type of stout. A classic example is Samuel Smith’s Oatmeal Stout brewed in Yorkshire, England. An American counterpart worth noting is Velvet Merlin from Firestone Walker Brewing Co. in Paso Robles, California. Both are approximately 5% ABV and brimming with cocoa and espresso aromas. Stouts are perfect for the addition of special flavors, as the roasted malt used to create the style imparts natural chocolate and coffee flavors during the brewing process. This opens the door for lots of experimentation, and that’s exactly what brewers do. Take Young’s Double Chocolate Stout, brewed in the UK, for example. It’s a world-class
chocolate stout with a perfect balance of creaminess and roastiness. Closer to home, Dock Street’s Sexy Beast (a new recipe this year) is a medium-bodied stout brewed with 22 pounds of Belgian chocolate and wine yeast. This smooth stout is embellished with robust red wine and bittersweet chocolate flavors that are softened with hints of cherry and oak. Dock Street’s head brewer Vince DeRosiers asks, “When was the last time you had red wine, chocolate and cherry flavors that were all mixed together?” Sounds pretty awesome to me. Another local brewery pushing the boundaries on specialty stouts is Spring House Brewing Company in Lancaster, PA. Their catalog includes titles like Satan’s Bake Sale, Big Gruesome and The Martians Kidnap Santa! which feature ingredients ranging from mint chocolate chip and peanut butter to eggnog! That brings us to the “most extreme” end of the stout spectrum… With Imperial stouts and doubles, you not only get a much higher ABV, you will see more complexity from both the higher alcohol content and different forms of aging. These beers inspire a completely different drinking experience. They tend to work well for more relaxing moments, like a nightcap or with dessert, rather than the all-day sessions where their lighter counterparts are enjoyed. Brands to showcase in this style include Weyerbacher TINY, Green Flash Double Stout and Great Lakes Blackout Stout. All are great examples of big, bold, warming stouts that feature a full bouquet of fruity aromas, a rich velvety mouth feel, and a smooth, yet complex finish. It’s easy to see why stouts are so versatile and popular. Clearly, you can’t go wrong no matter how many varieties you offer or when you offer them. There’s simply no wrong time for a time-honored stout. www.allstardistributing.net HeadyTimes v.12 21
All Star Distributing 1000 Patriot Parkway Reading, PA 19605
Celebrate St. Pat’s with the Guinness Family of Brands This St. Patrick’s Day, a spotlight will be cast on the legend, heritage and brewing credentials of the Guinness brand. St. Patrick’s Day is a huge celebration with 90% of drinkers planning to celebrate. Drinkers today want to know more about the beer they drink and the stories behind them, and Guinness is a brand with an interesting history and great stories to tell. This year, Guinness will bring drinkers in for the celebration through television, digital and PR, engaging consumers in the stories of the Irish in America and connecting them to the Guinness portfolio of beers. On social media, stories of Guinness giving back to the community as well as the Guinness legend will be shared. At retail, engage the high-end shopper during a big beer holiday. Leverage the attention that St. Patty’s Day brings to communicate the credentials, rich brand heritage and substance of the Guinness portfolio of beers. Off-premise, celebrate the heritage of Guinness with large scale displays featuring new branded POS. In mid-February, limited edition Gilroy collectable cans will be released especially for the holiday – the perfect edition to St. Pat’s displays. On-premise, bring the legend of Guinness to life with visibility, portfolio sampling and giveaways. Let consumers know that your bar is the destination for St. Pat’s with new Guinness POS. Showcasing the Guinness legend and brewing credentials will drive return purchase throughout the year!