Fall 2016 | V.15
ALL STAR DISTRIBUTING
A TALE OF TWO SEASONALS
PUMPKIN-INSPIRED AND OKTOBERFEST BEERS
Retail Edge Seasonals The Beer Guy New Products Programs 1 5 T H I N G S A B O U T N A R R A G A N S E T T | F A L L S E L E C T I O N S | H A R V E S T, H A L L O W E E N & H A R D C I D E R
Letter toTHE TRADE “WHEN THE EAGLES HIKE THE BALL, PEOPLE START to forget about summer beers,” said my friend and co-worker Ed Friedland. The Tampa Bay Buccaneers are coming to town on the 11th of August to face off against the Philadelphia Eagles in this year’s first preseason game at Lincoln Financial Field. And I think Ed is absolutely correct. I’m a baseball guy, so I hate to think that we are approaching the end of the MLB season, but as a beer lover, I am ready to enjoy the beers of fall. And so are your customers. Our Heady Times cover story, A Tale of Two Seasonals, presents some pretty interesting data which should help you choose the best pumpkin and Oktoberfest beers to drive sales and maximize your profits. The article states that lead brands account for north of 90% of all the beer sold in the pumpkin and Oktoberfest categories. And we quote Tony Magee, founder of Lagunitas – a guy who always has his finger on the pulse of beer trends, who believes that consumers are now experimenting less than they used to. Rather than trying the new-new thing, he says that beer drinkers are going back to brands they have already tried. By and large, these beers that Tony is talking about are “lead brands” that consumers feel connected to for reasons of flavor, emotion and price point.
In This ISSUE Cover Story ������������������������� 1 Brewer Highlight ����������������� 2 South Mountain Beverage ���� 3 Johnny & Hons Smokehaus �� 4 New Products ��������������������� 5 Seasonal Selections ������������� 7 Programs ������������������������� 16
So which lead pumpkin and Oktoberfest beers should you be carrying? In no particular order, below are a few suggestions, although there are many others. See pages 7-15 for our seasonal offerings.
Pumpkins
Oktoberfests
Jack-O Traveler
Samuel Adams Octoberfest
Blue Moon Harvest Pumpkin Ale
Yuengling Oktoberfest
Dogfish Head Punkin Ale
Leinenkugel’s Oktoberfest
Weyerbacher Imperial Pumpkin Ale
Stoudts Oktoberfest
Leinenkugel’s Harvest Patch Shandy
Shiner Oktoberfest
Long Trail Pumpkin Ale
Great Lakes Oktoberfest
Retail Edge ���������������������� 20 The Beer Guy ������������������� 21
One more thing…. In my conversations with brewers from across the country, most said that while they were looking forward to brewing their fall seasonals, no one said that they were going to make more than they did in years past. Please keep that in mind when placing your orders. You might not have the opportunity to restock towards the end of the season. As always, thanks for making All Star your partner in the beer business. Have a successful summer!
Dominic Origlio President
Heady Times is published five times a year, courtesy of All Star Distributing
CoverSTORY A Tale of Two Seasonals It is “The Best of Times” for Pumpkin-inspired and Oktoberfest Beers Note to Retail – Sell the Brand, Not the Style
M
ARK TWAIN ONCE QUIPPED THAT THE NEWS OF HIS DEATH “HAS been greatly exaggerated”. The same can be said for consumers’ interest in pumpkin and Oktoberfest beers. There is no denying that pumpkin beers, and other seasonals, didn’t fly off the shelves in 2015, as they have in the past, but in the interest of your “bottom line” it is still imperative to offer your customers a well-curated selection of these beers Right Now. “Starting in August, interest in pumpkin beer and Oktoberfest seasonals builds to a fevered pitch,” says Bart Watson of the Brewers Association. “And as I look at annual data, I can tell you that consumer interest in seasonal beers peaks in October, as do sales. So it is important to sell as much of these [predominantly] high margin beers as you can before the first of November.” Seasonal beers remain the second most popular category within craft, after IPAs. Fruit/Veggie/Spiced beers are a fast growing style, up 120% in the past year. Fall seasonal styles, which are basically available for 13 weeks out of the year, account for more than 3% of overall craft volume. (FYI: seasonals account for nearly 21% of total craft volume.) “Last year was not as good a growth year for pumpkins, but the category is still growing,” explains Watson. “Pumpkin beer is still the undisputed heavyweight champion of the seasonal world. Brewers are excited about making them and they still get people into the stores.” Shifting his focus from pumpkin to Oktoberfest beers, Watson went on record with a prediction that this year there will be an upswing in lager sales. Oktoberfest beers are of course lagers, which are now being rediscovered by consumers, who think they are cool again. IRI’s Dan Wandell agrees that more sessionable beers [and other less challenging styles] are gaining traction. Oktoberfest beers are always sessionable lagers. He went on to point out that pumpkin beers and Oktoberfests sit at the intersection of two mega trends, flavored and sessionable. Says Wandell, “Craft beer is still growing at about 12% this year… flavored craft, be it fruit, veggie or spiced, continues to grow. The same is true for more sessionable craft beer. It’s attracting more customers who drink them on more and more occasions.”
Sell the Brand, Not the Style “A key component to the success of craft beer has been consumer trial and sampling,” says Lagunitas founder Tony Magee. “Consumers are still enthusiastic about craft, but now they are experimenting less, which means they have moved towards beers they have sampled and are most connected to, based on emotion, flavor and economic considerations.” To comment on the subject, Heady Times reached out to Brandon Danley, Regional Sales Manager for The Boston Beer Company, makers of Sam Adams, Angry Orchard Cider, Twisted Tea, Traveler Beer, Coney Island and Truly Spiked & Sparkling. Danley added that while consumer brand loyalty has recently been at an all-time low, due to so many new brand families/SKUs entering the market, he sees consumers returning to lead brands of substance like Sam Adams Octoberfest, which
commands an impressive 27% of all fall seasonal sales. Offering customers too much variety has become an Achilles Heel; all the variety is confusing them. An overwhelmed consumer may buy less, or nothing at all. To maximize profitability in this peak beer selling period (IRI defines it as August through September) you have to get lead brands out fast and early, placing them in prime real estate locations where they are most visible to your customers. Danley recommends curating a reasonable selection of ‘long tail brands’ for consumers who are willing to walk to the back of the store in search of them, but once again he reminds us that, “Lead brand families sell volume. You maximize profitability by selling each category’s lead brands. There are about five of them per category. Then a limited selection of long tail brands should round out your lineup. These keep the more adventurous consumer satisfied.” Danley said that pumpkin beers are the best-selling specialty style by volume, and that the top six, best-selling pumpkin beers account for 94% of all pumpkin beers sold. That’s what you call a lead brand. So what is a long tail brand and how do you know which ones to carry? Fred Crudder of Baltimore’s Heavy Seas says his Bourbon barrel-aged pumpkin beer, The Great’er Pumpkin (ABV 10%) is a case in point. “Our consumer is less susceptible to flights of fancy than other consumers. A retailer can offer our beer with its high visual appeal and a big OOOO-factor to capture the high-end consumer, who wants to be more bold and daring in their choices.” Fall is the season that has beer written all over it. Even though the temperature is in the 90s, your customers will be receptive to reminders that it’s time to drink flavorful fall beer as a nice change of pace from summer’s thirst quenchers. Let them know that autumn’s finest offerings await: seasonal specialties, solid standbys, innovative American craft brands and international ambassadors of these styles. Just do it before the end of October. www.allstardistributing.net HeadyTimes v.15
1
BrewerHIGHLIGHT 15 Things You May Not Know About Narragansett Beer
N
ARRAGANSETT, NEW ENGLAND’S OLDEST BREWERY, HAS A long and storied past. Now, under the watchful eye of owner Mark Hellendrung, a Rhode Island Native and former President of Nantucket Nectars, the brewery with a 126-year legacy is a powerhouse with a new brewery “campus” in the works! 1. The Narragansett Brewery was founded in 1890. 2. The brewery’s motto, “Made on Honor. Sold on Merit,” was coined in 1909 and greeted visitors to the original brewery. 3. Theodor Geisel (a.k.a. Dr. Seuss) created the Chief ‘Gansett image and other advertising for the brewery in 1934. 4. Narragansett was the first official beer sponsor of a professional sports team – first the Braves and eventually the Boston Red Sox, a partnership that lasted 31 years. 5. Jack Reynolds coined the phrase, “Hi, Neighbor, Have a ‘Gansett” in the 1950s. But it was made famous by legendary broadcaster Curt Gowdy during every Boston Red Sox radio broadcast. 6. At its peak in 1965, Narragansett accounted for 65 percent of all beer sold in New England. 7. That same year, Narragansett was sold to the Falstaff Brewing Corporation which ended the baseball partnership, let sales people go and changed the Lager recipe. Sadly, in 1983, the brewery closed its doors. 8. Along with other investors, Mark Hellendrung purchased Narragansett Beer in 2005 and reconnected with former Brewmaster Bill Anderson to re-create the original Narragansett Lager recipe. 9. Narragansett is now the 38th largest brewery in the United States. 10. A new Narragansett brewery “campus” is currently being built in Pawtucket, RI that will house the brewery, a tasting room, a gift shop, at least one restaurant, a bike shop and a beer educational facility. 11. Each summer, to coincide with the Discovery Channel’s hit series Shark Week, Narragansett releases their flagship Lager in “throwback cans” that were actually “crushed by Quint” in the iconic movie, Jaws. 12. Narragansett’s Mash-up Series of beers including Del’s Shandy, Autocrat Coffee Milk Stout, Have a Hefeweizen! and Allie’s Donuts are made in collaboration with some of Rhode Island’s most iconic companies.
2
HeadyTimes v.15 www.allstardistributing.net
Mark Hellendrung, owner of Narragansett Beer
13. The newest Mash-Up beer, Hi Neighbor Have a Hefeweizen!, was made in collaboration with Bananagrams, a tile word game that originated in Pawtucket, RI. 14. Mark Hellendrung’s favorite beerinfused meal is Beer Can Chicken made using Narragansett Lager tall boy cans. 15. The brewery’s Lovecraft Series of beers, that pays homage to horror story writer H.P. Lovecraft, was the idea of a ‘Gansett Girl who is also a librarian.
Background: rendering of the new Narragansett Brewery campus
Off-PremiseSPOTLIGHT South Mountain Beverage
I
T’S A TYPICAL TUESDAY AFTERNOON AT SOUTH Mountain Beverage in Allentown, PA. The busy store has a steady stream of customers buying Powerball tickets and twelve packs. South Mountain owner Long Pham knows most of his patrons by name and makes small talk with them as they check out. Although he is the store’s sole employee and typically puts in 16+ hour days, Pham is always smiling, energetic and helpful. HT: Having had no experience in the beer industry prior to buying South Mountain Beverage, what motivated you to buy the store? LP: Beer is something everyone wants. People drink when they’re happy, when they’re sad, when someone gets married… HT: What was the biggest surprise you had after buying the store? How did you handle it? LP: I didn’t realize how big of a beer selection there was. A few years back, I only thought about the big brands South Mountain Beverage owner Long Pham with local celebrity Dale that everyone knows, but I quickly found out that I needed to know more. You have to be open-minded about all of the brands and styles. You can’t say, “I don’t like sour beers so I’m not going to sell any in my store.” And you also have to know how to sell them. A case of beer will never sell if you bring it in and just let it sit on the floor. HT: How do you sell the more unique beers to your customers? LP: I know most of my customers, so when I bring in something new, I usually have a few people in mind that I think would like to try it. Being able to sell twelve packs helps too, because people are more open to buying a new product if they don’t have to pay for an entire case. HT: You’ve got cases stacked floor to ceiling and your sales are booming! Do you have plans to move to a bigger location? LP: Not at all. I love it here and I love the people. There’s a really nice vibe here on the south side. HT: What do your customers like most about South Mountain Beverage? LP: Me. [laughs] And the service I provide. I value every single customer, whether they’re a regular or someone I’ve never seen before. If you treat a new customer right, he’ll tell his neighbor, who’ll tell his friend, who’ll tell his coworker, and they all become regulars. I also have this big comfy chair in front of the register. I want people to feel like they can come in, sit down and just talk. I’ll be Dr. Phil for five minutes if that’s what they need. There are so many other distributors nearby, so if people are passing by those stores and going out of their way to come here, I must be doing something right.
The bottle walk-in cooler at South Mountain Beverage. The shop has 2 coolers – one for bottle packages and another for cans.
704 W Emmaus Ave, Allentown, PA 18103 • 610-797-3511 www.allstardistributing.net HeadyTimes v.15
3
On-PremiseSPOTLIGHT Johnny & Hons Smokehaus
F
OR RESIDENTS OF BERKS COUNTY, JOHNNY & HONS HAS BEEN A familiar name for nearly 75 years. The original Johnny & Hons Bar and Grill in Reading, PA was purchased by husband and wife Joe and Carol Nemec 18 years ago, and just so happened to be the spot where they had first met. Since then, they have improved and expanded their business all the way out to Robesonia, where their second location, Johnny & Hons Smokehaus sits. Today, Johnny & Hons Smokehaus is a well-established staple in the community thanks to the Nemecs and manager/cook Daryl Dissinger. HT: What is the atmosphere like here? Joe: It’s a casual restaurant that sees people from all walks of life – adults, kids, veterans, families, etc. On the weekends we have line dancing, which brings in a large young adult crowd. There’s always something going on. We also host weddings, parties and fundraisers and offer catering.
Johnny & Hons Smokehaus owners Joe and Carol Nemec, with manager Daryl Dissinger
HT: How would you describe your menu? Daryl: It’s all food I’m comfortable making and food that I know I can make well. I wanted to be sure there was something for everyone. I do a lot of cooking with beer. We have sausage and gravy dishes made with Guinness, Yuengling Lager shrimp & fish and Black & Tan onion rings, which are fantastic! I like cooking with beer because I can put a different spin on dishes that are otherwise more common. Joe: Our menu is very diverse. Every once in a while we see a recipe in a food magazine or catch something being made on TV that intrigues us. If we decide to create it ourselves, we’ll put our own spin on it. Daryl: You may have seen a dish before, but you won’t recognize it when I’m done with it! HT: How do you decide what beers to bring in? Daryl: When craft beer started getting really popular, we brought in a lot, but we realized we really aren’t a craft place. We’ve started bringing in hard sodas and other products that appeal to women. We have 36 taps that we rotate based on customer requests. There’s a nice balance of domestic beers not usually found on tap, like Labatt and Coors Banquet, and also a few, fresh craft beers. HT: What sets you apart from other restaurants in the area? Joe: Community and family are our top priorities. In a world of chains, where would we be if we didn’t support the local community? We host fundraisers for charities as much as possible. We also have a free buffet for all veterans and their families on the second Wednesday of each month as a way to show our appreciation for service members. I think we care about our guests more than we care about ourselves. Our attention to our customers has definitely improved. Sure, we get stuff wrong, but we make sure to listen to our critics and make changes based on that.
JohnnyandHons.com • 924 W Penn Avenue, Robesonia, PA 19551 • 610-589-6397 4
HeadyTimes v.15 www.allstardistributing.net
NewPRODUCTS White Claw Hard Seltzer All-natural sparkling seltzer water with 5% alcohol and a hint of honest-to-goodness fruit, White Claw Hard Seltzer is dry, hard and refreshingly drinkable. No additives. No funny business, just 110 calories of good clean fun with a kick. Available in Natural Lime, Ruby Grapefruit and Black Cherry flavors, these hard seltzers pair perfectly with good times and even better company. Whether you’re beach-bound, out blazing trails or simply chillin’, you can count on one deliciously crisp sip after another.
White Claw Natural Lime Natural Lime is a crisp, clean, spiked sparkling water with notes of natural lime juiciness for a taste that’s timelessly refreshing. ABV: 5% Package: 12 oz. slim cans only Availability: Now, year-round in Berks, Lancaster, Lehigh and Northampton Counties
White Claw Ruby Grapefruit A dry, yet refreshing hard seltzer meets tangy, yet sweet grapefruit in a feat of delicious balance. Simply crisp, clean, spiked sparkling water, kissed with true ruby grapefruit. ABV: 5% Package: 12 oz. slim cans only Availability: Now, yearround in Berks, Lancaster, Lehigh and Northampton Counties
White Claw Black Cherry An unmistakable cherry aroma leads to an incredibly refreshing, dry hard seltzer. Crisp and clean, a fresh and juicy black cherry taste shines through the seltzer base with just the right amount of carbonation. ABV: 5% Package: 12 oz. slim cans only Availability: Now, year-round in Berks, Lancaster, Lehigh and Northampton Counties
Smith & Forge Hard Cider Smith & Forge is a hard cider with a crisp refreshing bite, a tart raw apple flavor and cidery notes. Rich amber in color, it’s not sweet or meant to be served over ice. ABV: 6% Package: 12 oz. bottles only Availability: Year-round, beginning in August in Berks, Lancaster, Lehigh and Northampton Counties
Truly Spiked & Sparkling Bottle and Can Variety Packs Clean, crisp and refreshing, each flavor of Truly Spiked & Sparkling is lively and effervescent with a hint of fruit, just like sparkling water, but with 5% alcohol. And now, all three styles are available in two convenient mix packs – cans and bottles! The Truly Spiked & Sparkling variety packs include: Colima Lime, slightly tart with a crisp, but subtle sweetness; Pomegranate, crisp and refreshing with a hint of the juicy super fruit and Grapefruit & Pomelo, citrusy on the nose, followed by tart and tangy notes. Availability: Now, yearround in Berks, Lehigh and Northampton Counties
Angry Orchard Orchard’s Edge Angry Orchard’s cider makers are excited to continue expanding the idea of what American cider can be. Orchard’s Edge is their innovative line of ciders developed at the orchard.
Angry Orchard Knotty Pear Knotty Pear’s main ingredient is juice from American apples, and also features pear juice, which adds a new dimension to the cider, creating a pleasantly dry flavor. Cardamom imparts a slight spicy flavor with subtle notes of citrus and mint. This hard cider showcases fresh acidity, lasting tannin and a pleasantly dry finish from oak aging. ABV: 6.5% Package: 12 oz. bottles only Availability: Year-round, beginning in September in Berks, Lehigh and Northampton Counties
Angry Orchard The Old Fashioned The Old Fashioned is made with a blend of American apples and is aged on oak with dried tart cherries, California grown navel orange peel and charred bourbon barrel staves, offering citrus and cherry aromas with a bright apple flavor and slight vanilla notes. It has lasting tannins and a full, round mouth feel. ABV: 6.5% Package: 12 oz. bottles only Availability: Yearround, beginning in September in Berks, Lehigh and Northampton Counties www.allstardistributing.net HeadyTimes v.15
5
NewPRODUCTS Samuel Adams Nitro Coffee Stout Nitro Coffee Stout is darkly enticing with its smooth, velvety cream that cascades into a jet black brew, revealing a rich, robust character. The dark roasted malts create notes of bittersweet chocolate with hints of dark fruit, while the Sumatran and Indian Monsoon Malabar coffees develop a deep roasted dimension. ABV: 5.8% Package: Draught only Availability: Year-round, beginning in October in Berks, Lehigh and Northampton Counties
Sapporo Premium Black Since 1876, when Japan’s first German-trained Brewmaster Seibei Nakagawa combined German brewing traditions with a passion for Japanese craftsmanship, Sapporo has been brewing beer that is enjoyed the world over. Sapporo first came to America in 1964 and has grown to become the #1 selling Asian beer in the country. Now, Sapporo Premium Black is joining the brewery’s lineup of world class beers! The new black lager is brewed with roasted dark malts for a robust flavor that complements its clean finish. Bold, smooth and delicious, this is the world-class dark lager that beer lovers have been waiting for. Try it with spicy food, blackened meats or fresh fruit and nuts. ABV: 5% Package: 22 oz. cans only Availability: Year-round, beginning in August in Berks, Lancaster, Lehigh and Northampton Counties
Shiner Family Reunion Variety Pack Lagunitas 12th of Never 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 full-bodied, 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% Package: 12 oz. cans only Availability: Year-round beginning in August in Lehigh and Northampton Counties
The Shiner Family Reunion variety pack now includes new brands and new graphics! Inside this year-round mix pack, you’ll find six different Shiner selections including: Bock, Ruby Redbird, Wicked Ram, Light Blonde, Kosmos Reserve and a Brewer’s Pride selection. Availability: Yearround, beginning in August in Berks, Lancaster, Lehigh and Northampton Counties
Smirnoff Ice Electric Watermelon The newest flavor to join the Smirnoff Ice Electric lineup is Watermelon! Designed to be the perfect drink for an exciting day or night, Smirnoff Ice Electric beverages are packaged for portability in re-closable ‘grab and go’ bottles. Electric Watermelon has a juicy, smooth and light watermelon aroma and taste with hints of fresh melon flavor. Enjoy it at house parties, music festivals, concerts, the beach, tailgates or wherever get-togethers with friends might take you. ABV: 5% Package: 16 oz. plastic bottles only Availability: Year-round, beginning in September in Berks and Lancaster Counties
6
HeadyTimes v.15 www.allstardistributing.net
NewPRODUCTS 1911 Hard Ciders The 1911 brand is based on the 100 year-old traditions of quality and innovation in apple farming that began when George Skiff and Andrew Beak founded Beak & Skiff Apple Orchards in 1911. The same personal touches are applied today to every bottle of their premium ciders. 1911 Hard Ciders are made from apples grown in the orchard in LaFayette, New York and fermented on the same property. Quality and freshness of these ciders is guaranteed, as every apple tree is planted, trimmed and cared for on the same land that has been family owned and farmed for five generations.
1911 Original Hard Cider A semi-dry sparkling cider made from a special blend of apples, 1911 Original Hard Cider combines the crispness of freshly picked apples with a clean refreshing finish. This balanced and perfectly tart cider is aged with American oak. ABV: 5.5% Packages: 12 oz. cans, 12 oz. bottles and draught Availability: Now, year-round in Berks, Lancaster, Lehigh and Northampton Counties
1911 Raspberry Hard Cider Semi-sweet and sparkling, this cider opens with a fruit forward body and a lingering burst of raspberry on the finish. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: Now, yearround in Berks, Lancaster, Lehigh and Northampton Counties
1911 Blueberry Hard Cider The flavors of apple and blueberry intertwine smoothly and result in a lasting fruity finish in this semi-sweet sparkling cider. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: Now, year-round in Berks, Lancaster, Lehigh and Northampton Counties
1911 Hard Cider Variety Pack The 1911 Hard Cider Variety Pack includes the cidery’s three core ciders (Original, Raspberry and Blueberry) in one convenient mix pack. Availability: Now, year-round in Berks, Lancaster, Lehigh and Northampton Counties
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 Harvest Pumpkin Ale Harvest Pumpkin Ale is crafted with pumpkin and spices of cinnamon, nutmeg, cloves and allspice. It boasts a taste that starts with assertive malty notes and is quickly balanced with the right amount of harvest spices. There is also a small amount of bitterness to keep the malt sweetness from building up. It has a deep amber color with brilliant clarity. ABV: 5.7% Packages: 12 oz. bottles and draught Availability: August in Berks, Lancaster, Lehigh and Northampton Counties
Blue Moon Fall Brewmaster Sampler The Fall Brewmaster Sampler features four different Blue Moon brews, perfect for the season: Harvest Pumpkin Ale, brewed with pumpkin and spices of cinnamon, nutmeg, cloves and allspice; Cinnamon Horchata Ale, crafted with natural long-grain rice and a taste of cinnamon for a subtle sweetness and a smooth, creamy finish; Belgian White, an unfiltered, Belgian-style, medium-bodied wheat ale, gently infused with coriander & orange peel and Chai Spiced Ale, brewed with a special blend of chai spices for a bold, spiced character. Availability: August in Berks, Lancaster, Lehigh and Northampton Counties www.allstardistributing.net HeadyTimes v.15
7
SeasonalSELECTIONS Redd’s Ginger Apple Ale
Stoudts Pumpkinfest
Redd’s Ginger Apple Ale delivers the fresh taste of ginger with hints of crisp apple, providing just the right amount of spiciness and sweetness. ABV: 5% Packages: 12 oz. bottles and 16 oz. cans (also in the Redd’s Fall Variety Pack) Availability: September in Berks, Lancaster, Lehigh and Northampton Counties
This medium-bodied amber-colored lager is exceptionally smooth and balanced. It is made with the perfect amount of roasted pumpkin, vanilla, nutmeg, cinnamon and clove to give it a delicious pumpkin pie flavor perfect for the harvest season. ABV: 4.5% Packages: 12 oz. bottles and draught Availability: August in Berks, Lancaster, Lehigh and Northampton Counties
Redd’s Wicked Blood Orange Redd’s Wicked Blood Orange offers a unique taste that blends apple with juicy citrus flavors to create a subtle sweetness. The moderate dryness of the finish rounds out its juicy character, making Wicked Blood Orange the perfect drink to transition from summer into fall. ABV: 8% Packages: 10 and 24 oz. cans Availability: August in Berks, Lancaster, Lehigh and Northampton Counties
Redd’s Fall/Winter Pick Different Pack Redd’s Fall/Winter Variety Pack includes: Apple Ale, features a natural apple flavor –crisp with a clean finish; Strawberry Ale, boasts a sweet strawberry aroma & taste with a hint of apple and Ginger Apple Ale, delivers the fresh taste of ginger with hints of crisp apple. Availability: September in Berks, Lancaster, Lehigh and Northampton Counties
Dinkelacker Oktobefest Märzen Amber in color, this beer has a strong, dense white head with great retention. You will detect pleasant aromas of caramel and honey with a good balance of malt and fruity notes. Oktoberfest Märzen has a rich, textured palate with an underlying sweetness, true to tradition. Extremely smooth and easy to drink, this is a great beer for celebrating. Brewed according to the German Purity Law, all connoisseurs and lovers of unusual beers will enjoy Dinkelacker Oktoberfest Märzen. ABV: 5.7% Packages: 11.2 oz. bottles and draught Availability: August in Berks, Lehigh and Northampton Counties
8
HeadyTimes v.15 www.allstardistributing.net
Stoudts Oktoberfest Stoudts Oktoberfest elegantly combines a touch of malty sweetness with a subtle aromatic hop character. A traditional German-style Oktoberfest, this beer is brewed with the finest imported ingredients. ABV: 4.5% Packages: 12 oz. bottles and draught Availability: August in Berks, Lancaster, Lehigh and Northampton Counties
Dogfish Head Punkin Ale The granddaddy of pumpkin beers is back! This full-bodied brown ale is brewed with real pumpkin meat, brown sugar, allspice, cinnamon and nutmeg. The OG of pumpkin beers, this fall favorite is perfect to warm up with when the leaves start to change. This year’s packaging (label, carriers and cartons) features illustrations from Dogfish Head’s 2016 seasonal artist, Drew Millward. ABV: 7% Packages: 12 oz. bottles and draught Availability: August in Berks, Lancaster, Lehigh and Northampton Counties
Yuengling Oktoberfest A true representation of the style, Yuengling Oktoberfest is a blend of Tettnang and Hallertau hops that pairs well with traditional German cuisine. Copper in color, this mediumbodied beer serves up a slightly sweet, toasted character with mild herbal bitterness. ABV: 5.4% Packages: 12 oz. bottles and draught Availability: August in Berks County
SeasonalSELECTIONS Leinenkugel’s Harvest Patch Shandy Leinenkugel’s Harvest Patch Shandy is a traditional Weiss beer that is blended with natural pumpkin-spice flavor, providing notes of nutmeg, allspice and clove for a refreshing fall seasonal. Harvest Patch Shandy is more refreshing and crisp than most pumpkin ales, which are traditionally heavy and have higher ABVs. Harvest Patch Shandy has a slightly hazy, goldenrod yellow color and boasts a freshly cut pumpkin aroma blended with cinnamon, clove, allspice and a hint of cedarwood. The shandy features an earthy pumpkin taste accompanied by buttery crust and caramel notes, while cinnamon, clove, allspice, nutmeg and ginger work to create additional layers of taste complexity. It pairs well with sweet potato fries, pastas with cream sauce, chicken, and vanilla or caramel desserts.ABV: 4.2% Packages: 12 and 16 oz. cans, 12 oz. bottles and draught Availability: August in Berks and Lancaster Counties
Leinenkugel’s Fall Explorer Pack Leinenkugel’s Fall Explorer Pack satisfies consumers’ demand for variety and discovery with four beers perfect for the fall season: Oktoberfest, Harvest Patch, IPL and a new beer, Maple Dunkel. Maple Dunkel (only available in this package) is inspired by the sights, smells and flavors of fall, brewed with subtle notes of maple and balanced by gentle hop spice, making it a refreshing, balanced beer perfect for the fall season. Availability: August in Berks and Lancaster Counties
Leinenkugel’s Autumn Shandy Sampler Pack Leinenkugel’s Fall Shandy Sampler Pack features four unique shandys that are perfect for the fall season: Ginger Shandy, Grapefruit Shandy, Harvest Patch Shandy and a new shandy exclusively sold in the Autumn Shandy Sampler Pack, Autumn Tea Shandy. Autumn Tea Shandy is an intriguing blend of Leinenkugel’s traditional Weiss beer with natural and refreshing steeped tea flavors and a hint of citrus taste. Availability: September in Berks and Lancaster Counties
Leinenkugel’s Oktoberfest Oktoberfest is arguably the world’s greatest festival, and Leinenkugel’s Oktoberfest is the perfect beer for consumers who want to enjoy the festival’s spirit. Honoring six generations of German brewing traditions, this Märzenstyle beer has a deep-red, late-autumn-leaves color and emits a caramel-malt overtone with a moderate fruit aroma. Oktoberfest boasts a caramel-malt flavor that is balanced with spicy hop undertones and is skewed to the malty-sweet side, characteristic of the Märzen style. It pairs well with traditional German favorites like bratwurst, sauerbraten, knackwurst, spätzle and salty pretzels with mustard. For a less traditional pairing, try it with pork chops, baked ham or spiced apple cake. ABV: 5.1% Packages: 12 oz. cans, 12 oz. bottles and draught Availability: August in Berks and Lancaster Counties
Flying Fish OktoberFish A tribute to the classic Fest styles of Germany, O’Fish uses European malts, hops and yeast. A beautiful reddish color, a savory malt profile and nice hop flavor make this Fest beer quite drinkable. OktoberFish is great with food and especially great with Lederhosen. ABV: 6% Packages: 12 oz. bottles and draught Availability: August in Lancaster, Lehigh and Northampton Counties
Great Lakes Oktoberfest Great Lakes’ take on this classic German style is a celebration of maltiness, packed with rustic autumnal flavors to put a little more oomph into your oom-pah-pah. This is an Über smooth brew with vibrant malt flavors and a festive flourish of noble hops (lederhosen not included). ABV: 6.5% Packages: 12 oz. bottles and draught Availability: August in Berks, Lancaster, Lehigh and Northampton Counties
Great Lakes Nosferatu Don’t be afraid of things that go hop in the night! Rich roasted malt flavors haunt the shadows of this Imperial red ale’s bitter teeth. Nosferatu is ruby red in color with a toasty malt, body lurking beneath a stunning hop bite. ABV: 8% Packages: 12 oz. bottles and draught Availability: September in Berks, Lancaster, Lehigh and Northampton Counties www.allstardistributing.net HeadyTimes v.15
9
SeasonalSELECTIONS Samuel Adams OctoberFest Sam Adams’ version of this classic style blends hearty malts for a deep, smooth flavor with notes of caramel, creating a brew that’s perfect for the season, or whatever you’re celebrating. ABV: 5.3% Packages: 12 oz. cans, 12 oz. bottles and draught Availability: August in Berks, Lehigh and Northampton Counties
Samuel Adams 20 Pounds of Pumpkin Real pumpkin – about 20 pounds per barrel – and roasted malts give this beer body and sweetness, rich smooth character and deep amber color, while spices like clove, cinnamon, ginger and nutmeg add a subtle warmth. ABV: 5.7% Packages: 12 oz. bottles and draught Availability: August in Berks, Lehigh and Northampton Counties
Samuel Adams Fall Variety This year’s fall variety pack includes: Boston Lager, a flavorful and complex amber-style lager; Octoberfest, a deep, smooth brew with notes of caramel; Hoppy Red, a smooth and resinous amber ale; Bonfire Blonde, a lightly sweet and doughy blonde beer with hints of smoke; Maple Ale, a deep red ale with a smooth maple character and notes of caramel and vanilla and Toasted Caramel Bock, a toasty, flavorful bock brewed with pale and caramel malts and a hint of blackstrap molasses. Availability: August in Berks, Lehigh and Northampton Counties
Jack-O Traveler Jack-O Traveler is an alluring wheat beer illuminated by the tastes of fall. It strikes a perfect balance between bright refreshment and seasonal spice. Jack-O is made with real pumpkin for a deliciously dark-hued, shandyinspired beer. ABV: 4.4% Packages: 12 oz. bottles and draught Availability: August in Berks, Lancaster, Lehigh and Northampton Counties 10 HeadyTimes v.15 www.allstardistributing.net
Angry Orchard Cinnful Apple Cinnful Apple is sweet with a slight heat. The juicy apples notes up front are complemented by cinnamon spice for a cider that is refreshing and smooth, yet warming. It’s the perfect complement to the colder months and holiday drinking occasions ahead. ABV: 5% Package: 12 oz. bottles only Availability: August in Berks, Lehigh and Northampton Counties
Angry Orchard Fall Sampler Great for any drinking occasion, the Fall Orchard Sampler includes six different Angry Orchard styles: Crisp Apple, bright and balanced, like biting into a fresh apple; Green Apple, slightly tart with balanced sweetness; Hop’n Mad Apple, hopped cider without the bitterness; Stone Dry, balanced and dry with a slightly puckering finish; Cinnful Apple, refreshing and smooth with a cinnamon bite that adds light heat and new Easy Apple, less sweet, easyto-drink and madly refreshing. Availability: Mid-August in Berks, Lehigh and Northampton Counties
Coney Island Fall Variety Pack The Coney Island Fall Variety Pack will thrill your taste buds! The mix includes three bottles each of: Mermaid Pilsner, a light-bodied, crisp, hopped lager with a heavyhanded addition of rye malt; 1609 Amber Ale, bold and deep with a full malt, slightly nutty character and strong citrus hop nose; Overpass IPA, a richly aromatic IPA with crisp bitterness and big, juicy, citrus and hop aromas and Freaktoberfest, a pumpkin and espresso ale. Availability: August in Berks, Lehigh and Northampton Counties
Fall Travelers Variety Pack The Fall Travelers Variety Pack includes: Traveler Grapefruit Shandy, a deceptively delicious wheat beer brewed with real grapefruit; Traveler IPA Shandy, a wheat ale brewed with citrusy hops and grapefruit; Jack-O Traveler, an alluring wheat beer made with real pumpkin & spices and new Count Traveler, a captivating citrus wheat beer bewitched by the taste of real blood orange. Availability: August in Berks, Lancaster, Lehigh and Northampton Counties
SeasonalSELECTIONS Magic Hat Vamplifier
Coronado Punk’in Drublic
Vamplifier is a medium-bodied ale with deep red hues. The smooth malt body provides notes of toast, biscuit and caramel. Magnum and Cascade hops play wonderfully with the palate, evoking floral and light fruit flavors with an underlying hint of hop spice. ABV: 8% Packages: 12 oz. cans, 12 oz. bottles and draught Availability: August in Lancaster, Lehigh and Northampton Counties
Taste autumn in the land of eternal sunshine with Coronado’s Imperial pumpkin ale. Brewed with brown sugar, honey, cinnamon, nutmeg, allspice and plenty of would-be-jack-o-lanterns, this beer delivers autumn’s trademark flavors along with a hint of West Coast character, whether enjoyed in a pumpkin patch or on the beach. ABV: 8% Packages: 12 oz. bottles and draught Availability: August in Berks, Lehigh and Northampton Counties
Magic Hat Night of the Living Dead The Night of the Living Dead Variety Pak contains a cabal of beers carefully selected to scare the howl out of autumn thirsts and exorcise the season’s most frightening fluid cravings. Every time one is opened, three bottles of four different ales materialize. Included in the variety pack are: #9 Not Quite Pale Ale, Vamplifier Hoppy Red Ale, Wilhelm Scream Pumpkin Ale and S.M.A.S.H. Hits Vol. 2, a single malt and single hop IPA. Availability: Now in Lancaster, Lehigh and Northampton Counties
Magic Hat CANtastic Variety Pak The stars of the fall CANtastic Variety Pak are #9 Not Quite Pale Ale, hI.P.A India Pale Ale and Vamplifier Hoppy Red Ale. Availability: August in Lancaster, Lehigh and Northampton Counties
Long Trail Harvest Barn Ale The culmination of a long growing season, the autumn harvest comes once a year. Long Trail marks the end of summer with the release of their seasonal brown ale, Harvest Barn Ale. Vermont maple syrup added during the brewing process yields a lasting sweetness on the palate that’s guaranteed to warm your soul. ABV: 4.4% Packages: 12 oz. bottles and draught Availability: August in Berks, Lancaster, Lehigh and Northampton Counties
Long Trail Fall Survival Pack The Long Trail Fall Survival Pack includes four trail essentials: Long Trail Ale, Green Blaze IPA, Double Bag and Harvest Barn Ale. Availability: August in Berks, Lancaster, Lehigh and Northampton Counties
Long Trail Farmhouse Collection
Magic Hat IPA Playlist Electric Peel, Low Key, S.M.A.S.H. Hits Vol. 2 and Demo, a black IPA, are the headliners of this seasonal IPA mix pack. Availability: September in Lancaster, Lehigh and Northampton Counties
The latest offerings from Long Trail’s Farmhouse-Turned-PilotBrewery include India Pale Ale, a homegrown IPA with big resin and pine hop notes balanced by a sweet, down-home malt backbone; Berliner-Style Weisse, commonly referred to as the champagne of the north, this working class Berliner-style weissbier is tart, effervescent and refreshing; ViennaStyle Lager, an amber-colored lager that is semi-sweet, toasty and balanced by crisp Noble hops and Session IPA, an easy-drinking session IPA featuring modern American hops to be enjoyed from sun-up to sundown. Availability: August in Berks, Lancaster, Lehigh and Northampton Counties
www.allstardistributing.net HeadyTimes v.15 11
SeasonalSELECTIONS Woodchuck Fall Harvest The fall harvest brings farmers and communities together to celebrate another year of fruitful labor. It is a time of shorter days, cooler nights and great apples. This cider has a complex and elegant character full of apple, cinnamon and nutmeg balanced out with a hint of American white oak. This cider is a true taste of the season. ABV: 5% Packages: 12 oz. bottles and draught Availability: August in Berks and Lancaster Counties
Shiner Oktoberfest This award-winning Oktoberfest beer is made with the highest quality 2-row barley, Munich and caramel malts, along with German-grown Hallertau Tradition and Hersbrucker hops. It’s Shiner’s way of honoring their ancestors and the beer they loved to celebrate with. So raise your stein to tradition and enjoy this utterly classic brew. Prosit! ABV: 5.7% Packages: 12 oz. cans, 12 oz. bottles and draught Availability: August in Berks, Lancaster, Lehigh and Northampton Counties
Peak Super Fresh Fresh Cut’s assertive big brother, Super Fresh is a wicked, dry-hopped pilsner. Dripping with juicy, citrus hop character, this beer is a blast of deliciousness. Try it with spicy food. ABV: 7.6% Packages: 16 oz. cans and draught Availability: September in Berks, Lancaster, Lehigh and Northampton Counties
Peak Hop Harvest Oktoberfest Fall is hop harvest time, when hops are most ripe and pungent (stick your nose in a glass, you’ll see). In this unique spin on a classic style, rich malt dances with remarkable, aromatic hops. ABV: 4.9% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: September in Berks, Lancaster, Lehigh and Northampton Counties
12 HeadyTimes v.15 www.allstardistributing.net
Saranac 12 Beers of Fall German Roots Pack Saranac is going back to its roots with their new fall variety pack. The 12 Beers of Fall German Roots Pack includes four German beer styles, inspired by the brewery’s German heritage: Saranac Marzen Fest, a Bavarian-style festbier brewed with dark and light Munich malts; Octoberfest, a traditional German lager made with German Perle and German Saphir hops combined with crystal and caramel malts; Black Forest, similar to a Schwarzbier, this black beer is not too roasty, chocolaty or heavy and Kellerbier, an unfiltered lager that contains a healthy dose of spicy, herbal hops. Availability: August in Berks and Lancaster Counties
Heavy Seas TreasureFest It’s time to celebrate the tradition of lager. TreasureFest is an American spin on the classic German style. Brewed with imported German malt and lavishly hopped with a blend of German hops in the kettle and dry-hopped with American hops, this is a fresh look at the old Oktober stand-by. Put on your silly pants and hats and raise your stein to TreasureFest! ABV: 6% Packages: 12 oz. bottles and draught Availability: August in Berks, Lehigh and Northampton Counties
Heavy Seas The Great’er Pumpkin In the most worthy of pumpkin patches and during the silence of the midnight hour, the Great’er Pumpkin raises up and pours a rich deep and burnished orange color. Heady aromas of bourbon, cinnamon, ginger, allspice and clove linger seductively over the thick white head of this tremendous bourbon barrel-aged pumpkin ale. It’s love at first sip as the full malt body, dominated by British crystal malt, brown sugar and pumpkin, slowly washes over your tongue. Bourbon barrel aging rounds out the flavors with notes of oak, vanilla and bourbon. This fall brew pairs well with crisp autumn weather, crunchy fallen leaves and the knowledge that the kids will be asleep soon so you can raid their Halloween candy bags. ABV: 10% Packages: 22 oz. bottles and draught Availability: Limited quantities in September in Berks, Lehigh and Northampton Counties
SeasonalSELECTIONS Stegmaier Oktoberfest Stegmaier Oktoberfest is brewed as a traditional German-style Marzen. It is a deep reddish-brown lager brewed with traditional German malt and hops to give the beer a full toasted character with a touch of sweetness. Aromas of sweet pumpernickel bread make this the ideal beer to welcome in the autumn season. ABV: 6.1% Package: 12 oz. bottles only Availability: August in Berks, Lancaster, Lehigh and Northampton Counties
Stegmaier Pumpkin Ale Award-winning Stegmaier Pumpkin Ale is a full bodied ale with hints of pumpkin pie, brown sugar and spices. It is brewed using real pumpkin and slowly aged to bring out the full aromas and tastes. Enjoying a few of these is a wonderful way to savor fall’s best flavors! ABV: 5.5% Packages: 12 oz. bottles and draught Availability: August in Berks, Lancaster, Lehigh and Northampton Counties
Firestone Walker Oaktoberfest Dust off your stein, don your lederhosen and delve into Oaktoberfest, a “Paso Marzen Bier” that blends classic Bavarian style with local Central Coast flavor. The name Oaktoberfest is a nod to the brewery’s hometown of Paso Robles – Spanish for “Pass of The Oaks” – and the longtime role of oak barrels in their brewing operations. Oaktoberfest is mellow and rounded with just enough German hop character to balance out the beer’s sweeter Vienna and Pilsner malt character. It all comes together to create a classic Marzen profile, with subtle honey-like aromas and hints of Noble hop spice. ABV: 5% Packages: 16 oz. cans and draught Availability: Mid-August in Berks, Lancaster, Lehigh and Northampton Counties
Harpoon Octoberfest Brewed in the spirit of celebration, Harpoon Octoberfest is a malty tribute to fall, balanced by a gentle hop bitterness. In keeping with tradition, it is a Marzen-style beer, brewed with abundant quantities of Munich, chocolate and pale malts. Those malts provide a solid, full body and create the beer’s deep color. ABV: 5.3% Packages: 12 oz. cans, 12 oz. bottles and draught Availability: September in Berks County
Straub Oktoberfest Straub Oktoberfest is brewed in the classic Oktoberfest & Marzen style, using three German malts to provide the rich, bready malt character that fills the aroma and taste. The mild hop bitterness balances the sweetness and helps to create a balanced “festbier.” ABV: 5.7% Package: 12 oz. bottles only Availability: September in Berks, Lehigh and Northampton Counties
Straub Legacy Sampler This year’s Legacy Sampler contains four styles of Straub beer including: Helles, a subtly flavored lager with light malty notes, balanced by spice and floral hop bitterness; Doppelbock, a strong, dark beer with a sweet, malty flavor and notes of chocolate, roasted caramel and toffee; 1872 Lager, a full-bodied lager with a malty character followed by floral and spice aromas and a brisk, bitter finish and Dunkel, a medium-bodied brew with slightly sweet, toasted bread flavors, balanced by mild, Noble hop bitterness. Availability: September in Berks, Lehigh and Northampton Counties
Hacker-Pschorr Original Oktoberfest Joseph Pschorr captured the spirit of the first Oktoberfest with a rich, full-bodied amber lager that has come to be imitated around the world. Hacker-Pschorr Original Oktoberfest has a nose of blackcurrants and earth with a malt-driven flavor, expertly balanced by Hallertau hops. ABV: 5.8% Packages: 11.2 oz. bottles and draught Availability: August in Lancaster, Lehigh and Northampton Counties www.allstardistributing.net HeadyTimes v.15 13
SeasonalSELECTIONS Weyerbacher Mellow Monks
Weyerbacher Easton Brown & Down
This Belgian-style ale is a refreshing golden ale with notes of apple, pear and banana. Reminiscent of Merry Monks, this brew has a more sessionable ABV. ABV: 4.5% Packages: 12 oz. bottles and draught Availability: September in Lehigh and Northampton Counties
Brewed with deep-roasted chocolate malt, Easton Brown & Down has a warm, roasty flavor, balanced out with a slightly dry finish. Previously known as Winter Ale, Weyerbacher decided to ditch the name, refresh the packaging and tweak the recipe a bit. ABV: 5.6% Packages: 12 oz. bottles and draught Availability: October in Lehigh and Northampton Counties
Weyerbacher Double IPA #3 The third release in Weyerbacher’s revolving Double IPA small batch series is a black IPA made with the classic “C” hops (Cascade, Centennial and Columbus) and lots of Amarillo in the dry hop. English barley malts and midnight wheat create a velvety smooth base on which these hops shine. ABV: 9% Packages: 12 oz. bottles and draught Availability: September in Lehigh and Northampton Counties
Weyerbacher Imperial Pumpkin Ale Lots of pumpkin along with cinnamon, nutmeg and a touch of cardamom and clove give this beer a spicy, full-bodied flavor. ABV: 8% Packages: 12 oz. bottles and draught Availability: September in Lehigh and Northampton Counties
Weyerbacher Sunday Molé Stout As the name suggests, this American Imperial Stout is the foundation of everyone’s favorite, Sunday Morning Stout, with a twist (and without the barrel aging). This brew captures everything you’d expect from a traditional molé – coffee, chocolate, heat and smokiness. Foremost is coffee, which is followed by layers of chocolate, courtesy of the chocolate malt, cocoa powder and cocoa nibs. Finally, there is a subtle lingering heat and smokiness from a blend of ancho, pasilla, mulato and chipotle peppers, as well as cinnamon, which is gone by the time you’re ready for your next sip. ABV: 11.3% Packages: 12 oz. bottles and draught Availability: September in Lehigh and Northampton Counties 14 HeadyTimes v.15 www.allstardistributing.net
Graphics not available at the time of print
Evil Genius Chickity China the Chinese Chicken Evil Genius’ wet-hopped IPA is brewed with fresh Citra and Mosaic hops from the Pacific Northwest. This beer is dripping with dank, juicy hop goodness, but remains balanced by a firm malt backbone that’s enhanced by a hefty addition of malted oats. This one-of-akind, once-a-year brew offers notes of guava, mango, honeydew melon and lemon with a full-bodied mouthfeel and a long, explosive hoppy finish. ABV: 7.2% Packages: 12 oz. bottles and draught Availability: September in Berks, Lancaster, Lehigh and Northampton Counties
Evil Genius Trick or Treat Trick or Treat is a full-bodied pumpkin porter brewed with chocolate and spices. This is not your typical pumpkin beer by any means. To create this beer, a rich, robust porter is brewed and spiced with cinnamon, clove and nutmeg. Then, Evil Genius ups the ante to make it unique by adding chocolate post fermentation. Trick or Treat is a deep, dark, spicy, decadent seasonal delight that is sure to warm you up as the weather starts to cool off. ABV: 7.8% Packages: 12 oz. bottles and draught Availability: August in Berks, Lancaster, Lehigh and Northampton Counties
SeasonalSELECTIONS Lagunitas Stoopid Wit
Ayinger Oktober Fest-Märzen
This Belgian-ish, Wit-ly-esque-ish-ness brew features a dry twang of hoppy bitterness. ABV: 6% Packages: 12 oz. bottles and draught Availability: August in Lehigh and Northampton Counties
This authentic Märzen lager is the global benchmark for this inviting, hearty, beloved style. For decades this fall seasonal has earned the highest accolades from beer writers, chefs and consumers – all for good reason: Oktober Fest-Märzen offers a rich, golden color, a lightly sweet, malty nose and flavors that are a bushel of barley malt, refined through the skill of the brewers at Ayinger, with some help from their wonderful brewing yeast strain. Medium to big in body with some warmth in the finish, Ayinger Oktober Fest-Märzen has a soft dryness from long maturation. ABV: 5.8% Packages: 11.2 and 16.9 oz. bottles and draught Availability: August in Berks, Lehigh and Northampton Counties
Lagunitas Wilco Tango Foxtrot Rich, smooth, dangerous and chocolatey, WTF is a big ol’ hoppy Imperial brown ale. ABV: 7.8% Packages: 22 oz. bottles and draught Availability: August in Lehigh and Northampton Counties
Lagunitas Brown Shugga’ Originally a failed attempt at a batch of Olde Gnarlywine Ale, Brown Shugga’ is a dangerously slammable brew. Brown Shugga’... How come you taste so good? ABV: 9.9% Packages: 12 oz. bottles and draught Availability: October in Lehigh and Northampton Counties
Lagunitas NightTime Kinda like Daytime’s big, dark, scary sidekick, this ale is packed full of highly roasted malts, then counter-hopped by smooth operators with the dankest, juciest hops. Not for the lunchtime crowd or the faint of heart. Fear the dark. ABV: 7.9% Packages: 22 oz. bottles and draught Availability: October in Lehigh and Northampton Counties
Lagunitas Born Yesterday Fresh Hop Pale Ale A newborn version of their re-born Pale, Born Yesterday is the Lagunitas’ Pale Ale with added wet, Virgin, lupulin-drenched, un-kilned hops for your immaculate reception. ABV: 7.5% Packages: 12 oz. bottles and draught Availability: October in Lehigh and Northampton Counties
Crystal Ball Cold Weather Wheat Cold Weather Wheat is a black wheat ale inspired by cold winter nights. Tart cranberry flavor from the first sip is complemented by the light body of the 2-row and wheat and then washes out with smooth roasted notes followed by a deep chocolate finish. ABV: 8% Packages: 16 oz. cans and draught Availability: September in Berks, Lancaster, Lehigh and Northampton Counties
Spring House Braaaiins! Pumpkin Ale for Zombies This pumpkin ale is brewed with generous amounts of real pumpkin blended in the mash. The subtle fresh pumpkin flavor is enhanced by the addition of a touch of traditional autumn spices, thus creating a beer with orange amber colors, a warm pumpkin aroma, a bold malt backbone and a crisp finish. Braaaiiins! is a balanced and delectable fall treat. ABV: 7.8% Packages: 12 oz. cans and draught Availability: Mid-August in Lancaster, Lehigh and Northampton Counties www.allstardistributing.net HeadyTimes v.15 15
Programs Miller Lite Halloween Halloween is the second-highestgrossing holiday of the year, sixth in beer consumption, ahead of the Super Bowl. This year, Halloween is a four-day event, starting Friday, October 28, and running through Monday, October 31. Miller Lite will offer thematic POS posters and table tents and a 22-oz. stadium cup to secure Halloween weekend features and enhance existing on-premise account activities and events.
Miller Lite Holiday Miller Lite will activate its holiday program around the original Steinie bottle, bringing back the program that performed very well in 2015, from midNovember through December. With the holidays being a time to reconnect and reminisce with family and friends, Miller Lite will encourage consumers to “Say It With a Steinie.” Holiday displays will feature the Steinie bottle as a special seasonal cue and can be accompanied by holidaythemed Miller Lite ugly sweaters and knit beverage wraps.
Miller High Life Heritage Sustaining Packaging Miller High Life consumers seek things that are real in a world where real things are hard to find. They understand and appreciate the value of heritage and craftsmanship and seek quality brands that are tried and true. Following the extreme success of the Miller High Life 2015 Heritage program, the brand will replace its current equity packaging with Heritage inspired equity packaging for all the Miller High Life SKUs for the remainder of 2016. Following the Heritage program launch, running from May through August, Miller High Life will maintain one primary bottle, can, and packaging design, all from the Heritage packaging, for all SKUs for the remainder of 2016. For the sustained Heritage packaging offering, new POS tools will be available.
Redd’s Halloween During the Halloween season (September through October), the added pressure to throw an epic party will lead consumers to carefully think about providing the right mix of drinks to fit the style of a Halloween bash. High-ABV FMBs have been growing faster than any other segment in convenience stores and faster than almost every segment in general. Redd’s will secure floor space with thematic display pieces such as a case stacker, tree display and foam-apple pole topper, which create theater around the holiday and increase basket ring.
Redd’s Wicked Halloween Redd’s Wicked consumers want to set the tone at parties to start the night with a killer good time. Redd’s Wicked is the perfect brand for the Halloween season because it is a high-ABV flavored malt beverage that amplifies good times without sacrificing refreshment. The program will feature a full 360°-support campaign. Halloween themed and equity-driven tools will hold floor space throughout the program.
16 HeadyTimes v.15 www.allstardistributing.net
Programs
Coors Light NHL® Celebrate Halloween with Coors Light 2016 marks the 25th anniversary of Coors Light’s partnership with St. Jude Children’s Research Hospital. Coors Light has worked with St. Jude to raise more than $83 million to help find a cure for childhood cancer. This Halloween season, Coors Light consumers can help others climb their mountains by supporting St. Jude. Participating on- and off-premise accounts can feature Halloween-themed donation tear pads and awareness-building table tents. The tear pads can also be posted on walls of retail outlets to build awareness. The Coors Light Halloween program will also feature Halloween-themed 22 oz., color-changing stadium cups and a Coors Light-branded feature clock that can be used to count down to costume contests, Halloween or to show happy-hour drink specials.
NHL fans are the most avid beer consumers of any sports-fan base. Coors Light is the official beer of the NHL and 12 alliance teams. Coors Light also has the rights to the Wednesday Night Rivalry games televised on NBC Sports®. The Coors Light NHL program will feature NHL and alliance team-branded POS tools and on-premise support including “Call It Coasters”. Prior to the puck drop, consumers can write predicted game outcomes on the coasters they receive when they buy a bucket of Coors Light for a chance to win free beer or other premium awards if they correctly predict the outcome. A feature clock will also be available to accounts to show drink specials, countdowns to games, and hooks for alliance lug-ons.
Coors Banquet Heritage Cans Inspired by the rich, 140-year history of Coors Banquet, four new heritage can designs will be available from October through December to share the history and unique story of Coors Banquet. Since the inception of the Banquet Heritage program in 2011, it has delivered yearover-year growth and continues to drive distribution and velocity at retail. With one can design in each pack, the collectible nature encourages multiple purchases. The program will feature out-ofhome, digital and social support along with retail tools.
Keystone Light Hunting In the fall of 2015, Keystone Light Hunting was so successful, it won the MillerCoors Retail Program of the Trimester award. During this period, Keystone Light experienced a volume trend improvement of 2.2%. In 2016, Keystone Light is bringing the hunting program back. Additional cans will be designed to feature antlers that can be stacked on the “White Stone” can. Keystone Light packaging will feature a complete primary packaging replacement of the traditional blue equity cans to hunting-themed cans. The program will be brought to life at retail through an impactful lineup of hunting-themed display enhancers and POS tools. The program will also include social media and PR support. www.allstardistributing.net HeadyTimes v.15 17
Programs Casa Modelo: The Nation’s Fastest Growing Beer Opens Doors to Its New ‘House’ In September, Modelo will bring its entire portfolio – Especial, Negra, Chelada – under one roof: Casa Modelo. Together as one brand family, Casa Modelo will establish Modelo as an iconic Mexican brewer of distinctive styles and flavors of high-quality beer. • Especial – a full-flavored pilsnerstyle lager with a clean, crisp finish. • Negra – a medium-bodied lager with slow-roasted caramel malts brewed for a rich smooth taste. • Chelada – a michelada-style beer made with the authentic, refreshing flavors of tomato, salt, and lime. This campaign includes 360-degree marketing support with redesigned primary and secondary packaging, new
tap handles, unprecedented media spend, new advertising, PR and brand new POS. The new unified packaging is inspired by Modelo’s heritage, tradition and high-quality standards. Modelo Especial, the nation’s fastest growing beer and #2 import in the country, will see small changes to its primary packaging, but a bigger change to its secondary packaging for better shelfpop at retail. Modelo Negra (previously labeled Negra Modelo) will debut a fully redesigned package scheme to better align with Especial packaging and tie the two brands together in one family. When displayed together, Especial and Negra, see a 22% total sales lift at retail. The new unified packaging will continue to drive those sales together.
Modelo Especial Chelada, the fastest growing ready-to-drink Chelada, will also see a refreshed package design to further tie it to the Modelo family of brands. Engaging and eye-catching POS materials and all-new Spanish and English radio, TV and digital advertising focusing on the brands’ “fighting spirit,” will create consumer demand throughout the year.
Smirnoff Ice #ShowUsYourGameFace This football season, Smirnoff Ice is rewarding shoppers who show their Game Face and share how they are “game day ready” with Smirnoff Ice products. By snapping a photo and uploading it to Facebook or Instagram using #gamedayreadycontest, shoppers will be entered for a chance to win Stub Hub gift cards that can be used for the game of their choice! SNAP. SHARE. WIN.
Make a Stir with Smirnoff Ice Women are some of the biggest football fans and bring something different to game day that brings everyone together. This fall, ladies will have a chance to express their passion and team allegiance by using Smirnoff Ice to bring their game to game day. Smirnoff Ice will challenge consumers to grab their favorite ingredients and create football-inspired Smirnoff Ice drinks that reflect their team spirit through color, flavor and of course drink décor. Once created, fans will be directed to share their drink ideas via Twitter, Instagram or Facebook for a chance to win Stub Hub gift cards for football tickets (awarded weekly). CREATE. SHARE. WIN.
18 HeadyTimes v.15 www.allstardistributing.net
Programs #GameDayLager
Take a Trip with Traveler Traveler Beer Co. is giving away $5,000 to a lucky fan to put towards a travel fund as well as a chance to work with Atlas Obscura, a guide to the world’s most curious places. Fans will enter to win at travelerbeer.com/takeatrip throughout September and October.
Football season is in full swing the moment the first icy cold Yuengling Traditional Lager hits your hand. Yuengling wants fans to show them how they tailgate and cheer on the home team with their #GameDayLager this fall. From August 1st through January 10th Yuengling fans can take a pic and post it on Facebook, Twitter or Instagram using“#GameDayLager” or upload it to Yuengling.com/Football to enter to win! The grand prize winner will receive a Yuengling Tailgate package that includes a grill, a cooler, a corn hole set and more!
Dogfish Head Analog-A-Go-Go Dogfish Head is proud to present Analog-A-Go-Go, a celebration of beer, music, spirits and art. Now in its sixth year, the event will move north from the brewery to Bellevue State Park outside Wilmington, DE on September 17th. Analog-A-Go-Go will feature live music, a cask beer festival, a distillery garden, a marketplace featuring artisans & a record swap and a fleet of food trucks from around the midAtlantic. The music lineup includes an eclectic mix of bands like Built To Spill, Talib Kweli and Preservation Hall Jazz Band, while the Best Firkin Friends Cask Beer Festival will feature breweries from the midAtlantic and beyond. Tickets are on sale now at analogagogo.com.
It’s Punkin Season! As the leaves change and the weather gets cooler, shoppers trade their summer beers for something darker, richer and pumpkin-ier. “It’s Punkin Season” is an easy-to-execute display program that allows you to capitalize on consumer’s demand for fall beers. This program puts Punkin Ale (and its exciting new packaging) front and center with simple, yet eye-catching signage that will drive significant lift in seasonal display sales. www.allstardistributing.net HeadyTimes v.15 19
RetailEDGE The Importance of Food Safety By George Latella In the last issue we discussed the importance of Corporate Social Responsibility or CSR. This topic basically revolves around societal, economic and financial variables and how they impact stakeholders. Whether you are a private or public company, your customers expect you to act in a certain way with regard to your stakeholders. Thanks to cell phones and social media, we have a transparent society today. Everything that companies do and say is public and immediate. A big part of CSR revolves around food safety. As consumers, we all assume that the companies that make the products we use and consume are doing everything within their power to ensure that they are safe. How consumers view your company is critical to your long term success. If they are happy, they will support you. If they are not, they will let you and the world know how they feel. Think of how much technology and social media have influenced how we make decisions every day as consumers. A great example of this is Chipotle. The brand went from a “best in class” example of marketing to Millennials, to a brand that waited too long to address food safety concerns for their customers. Whether you are an on or off-premise retailer, you need to “see” how your customers view your business. It all starts with the products that you sell. Do you know how the products are produced? Do the type of ingredients matter to your customers? Is natural, organic or locally sourced important to them? If so, how are you relaying this information to your customers? Do you know what types of chemicals are used in the production and sanitation process? A great way to address food safety is to “walk” your store or bar from the front to the back, like your customers do. We all know that a dirty bathroom is not a good sign for customers or for food safety. What about the ice machine? When is the last time you cleaned it? How about your food prep/storage area, coolers, walk-in, counter tops, bar area and tables? You need to check all of the areas that consumers see and don’t see. There are a variety of food safety solutions that address these areas.
Make sure you understand how the products you sell are produced, stored and shipped from a food safety perspective. If you take a stakeholder view of your business, it will positively impact your bottom line.
A big part of Corporate Social Responsibility revolves around food safety. How consumers view your company is critical to your long term success. If they are happy, they will support you.
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.15 www.allstardistributing.net
The BeerGUY Fall Beer… It’s Not Just About Pumpkins and Oktoberfests By Steve Hawk There are many styles of beer that are perfect for the fall, however, when most people think about the beers of this season, only the most traditional come to mind; either Oktoberfest beers or any beer brewed with pumpkin. Both make perfect sense and are indeed top-selling craft beers, but there are many other options, as well. In this article, I’d like to suggest a few worthy contenders for “perfect fall beers.” The first category is HARVEST BEERS, aptly named because hops are picked this time of year. These beers, typically IPAs and pale ales, are made from hops that go straight from the field into kettles, unlike other beers which use hops that have been processed and dried. Because hops are incredibly perishable, using wet hops preserves all of the precious oils and resins for a unique drinking experience.
Barn Ale, a brown ale brewed with Vermont maple syrup. Another mustmention transitional beer is Great Lakes Nosferatu, a hoppy, but wellbalanced red ale “with a bite”. That brings us to yet another way to enjoy beer in the fall, which is choosing beers with a HALLOWEEN THEME. Spring House Brewing Company offers a full line of beers with branding that draws inspiration from vintage horror and sci-fi, making them perfect for Halloween parties. You may find yourself offering customers a Big Gruesome or The Astounding She-Monster, just to name a couple. And keep an eye out for the beer they are releasing for fall called Braaaiins! Pumpkin Ale for Zombies. Along those same lines, Evil Genius also offers a Halloween-themed beer. Trick or Treat is a chocolate pumpkin porter that combines rich chocolate flavor with fall spices. It certainly pairs well with endless hours of watching horror films and answering the door to eager trick-or-treaters.
The fall season is also associated with hayrides and haunted houses, where the beverage served typically comes from freshly picked apples. That brings us to another category, perfect for fall, HARD CIDER. Seasonal standouts in this group include Angry Orchard Cinnful Apple, which features juicy apple notes, complemented by cinnamon spice and Woodchuck Fall Harvest, a hard cider with a complex and elegant character full of apple, cinnamon and nutmeg, balanced by a hint of American white oak. How about an apple ale? Redd’s Ginger Apple Ale delivers the fresh taste of ginger with hints of crisp apple, providing just the right amount of spiciness and sweetness. So… whether your customers are hosting fall parties or just trying to find the perfect beers for the season, there’s clearly a lot to offer. And if memory fails you, just remember the three “H’s” … HARVEST, HALLOWEEN, and HARD CIDER. One of those options is sure to fill the bill!
One stand out brewery in this category is Lagunitas Brewing Company. Born Yesterday, their fresh-hopped pale ale that debuted during harvest season last fall, was reborn this summer as Born Again Yesterday Pale Ale thanks to a brand new wet hop preservation process. Look for Born Yesterday, fresh with 2016’s lupulin-drenched hops, this fall. Other notable fresh hop beers available this fall are, Peak Organic Hop Harvest Oktoberfest and Evil Genius Chickity China the Chinese Chicken. There are also fall releases that serve as perfect transitional beers from light summer offerings to the heavier beers associated with winter. Long Trail Brewing Company marks the end of summer with Harvest
www.allstardistributing.net HeadyTimes v.15 21
All Star Distributing 1000 Patriot Parkway Reading, PA 19605
Hockey Season with Labatt
Where There’s Smoke There’s Shiner Is there anything better than meat and beer? Of course not. And no serving of BBQ is complete without an ice-cold Shiner beer. To celebrate this Texas tradition, Shiner has partnered with Texas Original Pits again this year to offer consumers a chance to win their very own Shiner-branded smoker! Handmade in Houston, these top quality, firebox-equipped smokers are some of the best in the business – guaranteed to last a lifetime and perfect for both grilling and smoking. The 2016 Shiner Smoker Sweepstakes will run from August through October and five lucky grand prize winners will be announced on November 1st. Enter to win at shiner. com. Chow down and drink up with Shiner!
Labatt Blue and Labatt Blue Light are suiting up with the Philadelphia Flyers this season! This fall, Labatt Blue and Labatt Blue Light will be offering three limited edition Flyers packs that feature the Flyers logo and their iconic orange and black team colors. The collectible 12 oz. cans, found inside specially marked 30 packs, highlight the team’s striking orange jersey among local city elements. The 24 oz. cans and bottle neck labels also showcase the Flyers logo and iconic colors, making them the perfect choice for fans while they are out watching the game. The packages will be available to ship to wholesalers this September and will be available throughout the 2016-2017 NHL season, while supplies last.