Heady Times Holiday 2015

Holiday 2015 | V.11

ALL STAR DISTRIBUTING

KEVIN DOYLE SALES LEADER

M iller C oors

Retail Edge Seasonals Brewer Highlight New Products Programs M AT T K E A S Y O F S P R I N G H O U S E | H O L I D AY S E L E C T I O N S | D O N ’ T F O R G E T T H E B A BY B O O M E R S

Letter toTHE TRADE ’Tis the season for hospitality, sociability, good cheer and winter seasonals.

HE HOLIDAY SEASON IS ALL ABOUT TRADITIONS, old and new. Winter beers in the United States and elsewhere traditionally include aromas and flavors indicative of the season. But winter beers don’t easily fit into style categories and that is a big part of what makes them so intriguing. Malts are typically in the spotlight because of their sweetness and depth. These full-bodied beers can be stronger, darker, hoppier, spiced or whatever characteristics the brewer wants to highlight. American winter beers are often brewed with spices such as cinnamon, spruce, allspice and clove. Fermentables like molasses, honey or candi sugar, make them suitable for the winter. These big, bold beers make a great addition to any celebration and their limited availability keeps them relevant, and sought after.

“I wish you all a happy holiday season and a successful New Year.”

In This ISSUE Cover Story �� 1 Brewer Highlight �� 2 Mari’s Six Pac N Mor �� 3 The Fridge �� 4 New Products �� 5 Seasonal Selections �� 6 Programs �� 14 Retail Edge �� 21

On the other hand, just because it’s cold, neither you nor your customers have to drink heavy beers. This edition of Heady Times features a wide array of sessionable beers that are both festive and flavorful. They keep the good times rolling without the high alcohol content. Now is the time to create your lineup. Finish the year strong by offering variety and be sure to stock up on premium imports. I think you’ll be happy with the results and so will your customers. I wish you all a happy holiday season and a successful New Year. All of us at All Star Distributing are grateful for your business and we look forward to our continued partnership in 2016. Sincerely,

Dominic Origlio President

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

CoverSTORY MillerCoors Sales Leader Kevin Doyle Talks About Getting to Growth The executive cites the launch of Henry’s Hard Soda as an example of his company’s leadership position in the beer industry.

HERE’S BEEN A LOT GOING ON AT MillerCoors lately. New leadership, the acquisition of California craft brewery Saint Archer, new agencies and the launch of Henry’s Hard Soda in January. That’s just for starters. In addition, MillerCoors has set its sights high with a big ambition during these challenging times: To grow total volume. At the tip of the spear is MillerCoors’s new President of Sales & Distribution Kevin Doyle. This former chief customer officer is the quintessential hands-on insider, known for his practical perspective and ability to craft “solutions” that translate into increased sales. His approach to business is captured by his four-word mantra – simplify, prioritize, execute and accountability. Heady Times dialed up Doyle at his Chicago office for a chat. This is what he had to say.

Getting to Growth “Gavin’s [Gavin Hattersley, newly minted CEO of MillerCoors] call for growth is incredibly inspiring. And it’s the right ambition. It’s not going to happen overnight, but we are working to make that happen. And it starts with our portfolio. We’re going to win with American light lagers, win with our craft brands, and win with new innovation. When I talk to people who aren’t a part of the beer industry about what’s going on in the marketplace, I tell them that the combined sales of Coors Light and Miller Lite are still three times larger than all of craft. Most of them are naturally very surprised to hear that. They know that craft has been taking share and that is absolutely true, but the light beer category is, and will always be relevant because there are so many occasions when light beer is what people want to drink. I am completely confident in saying that American light lagers have forever staying power. Speaking of Coors, Coors Banquet in the stubby bottle is doing very well in both the on and offpremise. Consumers, young and old, are definitely attracted to that beer’s authenticity. As for craft, we’ve got the No. 1 craft brand in the country with Blue Moon Belgian White, which just turned 20 this year. Twenty years of growth – that’s phenomenal! And Leinie’s created a shandy and remains far and away the leader, even though more and more competitors are coming out.

Redd’s Apple Ale is proof that we are successful innovators. Year to date that brand family is growing double digits. And I’m really excited about launching Henry’s Hard Soda in January. Our first two flavors are ginger ale and orange. It’s only 4.2% ABV and made with natural flavors and real cane sugar. It will be sold alongside other FMBs. This product should appeal to legal drinking age millennials and other important consumer groups, like Gen X men and women who want something different, a bit more sophisticated. We’ve had our eye on the hard soda category for some time [Not Your Father’s Root Beer is technically an ale] and we are going to take the lead in this new category. We’ve got our sales teams focused on a handful of priorities – doubling down on chains, taking back the on-premise, winning in independent c-stores & neighborhood retail distributors and building revenue management capabilities. I believe we will get to growth but we’ve got work to do. On-premise is a perfect example. It’s hard because we’re seeing accounts take off Blue Moon or Coors Light or Miller Lite on tap and replace them with niche crafts that don’t turn. I get crazy when a retailer tells me that he doesn’t sell Blue Moon anymore because it sells too well. We’ve been able to turn the tide by ‘Building with Beer’, which shows a bar owner how much money they’re losing when they take off one of our handles. People love those beers and they ask for them by name – why take them off? Sure, MillerCoors is making changes, but I can tell you what’s not going to change and that is our drive to be leaders in beer.” www.allstardistributing.net HeadyTimes v.11

BrewerHIGHLIGHT Matt Keasy Spring House Brewing Co.

REATIVITY AND UNIQUE INGREDIENTS ARE WHAT separates the beers of Spring House Brewing Co. from the rest. Just last year, their fall seasonal, Braaaiins! Pumpkin Ale for Zombies was named one of the “70 Great Beers You’ve Probably Never Heard Of” by Men’s Journal. Founder and co-owner of the brewery, Matt Keasey majored in chemistry in college and took a position with a pharmaceutical company after graduation. It wasn’t long before he decided that corporate America wasn’t for him. “I wanted to wake up every morning and be excited about my work,” he says. In 2006, he fulfilled his dream, opening the doors to Spring House Brewing Company in Conestoga, PA, right outside of Lancaster. The original brewery and tasting room were both located in a converted barn on his property, and as larger crowds began to gather, Keasy knew a move was inevitable. “It was too overwhelming, so I decided to open a brewpub in a different location.” He opened the brewpub in February of 2011 just miles from the original and it was so successful that Keasy and his wife Nikki opened a newer, larger space in July of this year that houses both the brewery and taproom. “The expansion nearly tripled our capacity from 3,000 to 10,000 barrels,” says Keasy. “I wanted the new space to be open – a 360 degree experience. Nothing separates the brewery from the bar and restaurant, which my designer tried to talk me out of, but I felt strongly about having a totally immersive experience that peaked our customer’s senses as soon as they stepped through the door. You can smell the aroma of the ingredients, see most of the operation, hear the sounds of the brewing equipment and of course taste the beer and food on the menu.” “Because this area of Lancanster is currently going through a lot of changes and revitalization, we were able to customize the space,” says Keasy. “Our tables are made from local reclaimed wood and we used some of the original ceiling to create the wood flooring. The building has a lot of history. It’s been used for several purposes throughout the years – a roofing facility, a pickle canning operation and it was even used to dry tobacco at one point, so we wanted to reuse some of the materials and keep the industrial feel.” “The expansion has also allowed us to widen our distribution to pretty much the whole state of Pennsylvania and much of New Jersey,” says Keasy. “And we will soon be able to offer most of our beers in 12 oz. cans!” The brewery offers a vast lineup of interesting beers. There is something for every palate. But Keasy feels that they are best known for their stouts. “We have many variations and we play around with different ingredients in each, like Big Gruesome (chocolate peanut butter stout), Little Gruesome (peanut butter and jelly stout), Satan’s Bake Sale (mint chocolate chip stout), The Martians Kidnap Santa (egg nog stout) and Bloodlust (Russian Imperial Stout).”

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Although not a stout, their grapefruit pale ale Lexicon Devil is a fan favorite. It’s brewed with grapefruit peel, giving it a nice grapefruit aroma and taste. “I don’t know too many other breweries using the peel,” says Keasy, “and I think that helps set it apart from similar grapefruit beers out there. It sold really well this summer, so we are going to release it as a year-round offering in 12 oz. cans for 2016!” The brewery’s unique holiday beers are also a big hit. “Our mint chocolate chip stout, Satan’s Bake Sale is brewed with cacao nibs, cocoa powder and peppermint leaves. I’ve been told it’s like having a Thin Mint cookie in a glass,” says Keasy. “The Martians Kidnap Santa is our version of egg nog without the rum. It’s brewed with the traditional holiday spices you would expect to find in a cup of egg nog, which complement the flavors of the stout base.” In addition to their well-crafted brews, Spring House is also known for their interesting beer names and label designs. “The names are all my ideas,” says Keasy. “They are typically inspired by movies and TV shows that I watched growing up. I was into sci-fi and horror flicks, hence our holiday egg nog stout, The Martians Kidnap Santa. Once I come up with a name, I send it to our graphic designer who comes up with the image. He usually tries to incorporate elements of the movie or TV show it was inspired by.”

Off-PremiseSPOTLIGHT Mari’s Six Pac N Mor

N A STRIP MALL ON THE OUTSKIRTS OF READING, BEER DRINKERS from near and far can be found browsing a selection of beer from all over the globe. A modest store front hides a modern day beer mecca with a selection of thousands of different beers, including some of the rarest and most exclusive. This beer haven is Mari’s Six Pac N Mor, one of the top craft beer destinations in Berks County. Owner Mari Vaccaro has been involved in the beer business most of her life. Her father owned Vaccaro’s Distributing on 9th and Perry Streets, where she spent a lot of her time helping him run the store. In 1986, she followed in her father’s beer-selling footsteps, opening Mari’s Six Pac N Mor on Heisters Lane in Reading. When it first opened, the shop was just 1,600 square feet and the inventory, mostly domestic beer, was pretty standard for bottle shops at the time. Four years ago, just as the craft beer industry was starting to flourish, Mari moved the store to a bigger location in the same strip mall, which allowed for 5,000 square feet of floor space.

Mari Vaccaro with loyal customer Rob Besecker

Walking into the store can be slightly overwhelming for a novice beer drinker. From wall to wall, over 3,000 different beers are organized on shelves by country, brewery and package. The front of the store houses the steadily-expanding selection of canned beers and a 14 tap draught system with a small bar which allows customers to sample some of the most popular or newest brews. Occasionally, Mari’s hosts tap takeovers, during which $10 growler fills of that brewery’s beers are offered. Vaccaro is sure to do her research when deciding which beers to stock, using websites like Rate Beer, beer publications and suggestions from customers and employees. The employees have their own interest in beer, some even travel out of state to find rare and limited-release beers. With this kind of personal experience, knowledge about the products and interest in beer, employees are able to offer valuable suggestions to customers looking for recommendations. Mari’s customers come from all over, many of whom travel from Philadelphia. This particular morning, Rob Besecker, a Pottstown resident who has been making the trip to Mari’s for over a year, is browsing the store. Besecker, who Vaccaro calls her #1 customer, heard about the shop through other fans and attributes his return visits to the “big selection and fantastic employees.” Although Mari’s is known for its extensive assortment of craft beer, Vaccaro says she has a large local customer base that comes in for domestic premium lights as well, and of course, all customers are welcome and appreciated.

hard to make Mari’s 6 Pac N Mor not only a staple in the community, but also in the craft beer realm. If the store changes hands down the line, she’ll make sure the new owner embraces every aspect of the business, just as she has done for the past 26 years.

Although Vaccaro is not a drinker, there are plenty of aspects of the business that she enjoys. The first thing that comes to mind? “Beer labels,” she says. “The package sells the beer and I like to know the stories behind the labels.” She also relishes the opportunity to meet the brewers of beers she carries, mentioning that her meeting with Jim Koch of The Boston Beer Co. a few years ago was an exciting experience. As for the future, Vaccaro is certainly looking forward to retirement when the time comes, but until then, she’s ready for whatever the industry throws at her. She notes that her business was not affected at all after distributors were permitted to sell 12-packs and even has extra space if laws change to allow her to carry more packages. Vaccaro has worked www.allstardistributing.net HeadyTimes v.11

On-PremiseSPOTLIGHT The Fridge

AINTED ON A SMALL GRAY BUILDING ON MULBERRY STREET in Lancaster, PA is a very familiar image. A simple refrigerator with a yellow light glowing inside, like a treasure chest filled with gold. The image alludes not only to the name of the business that resides there, but also to the wealth of rare, unique and sought-after craft beers it houses. This craft beer destination, named one of the “Top 10 Most Iconic College Town Restaurants” by USA Today, is The Fridge. For years, James Futty and Kevin Brown had talked about owning their own craft beer shop. With a lack of such a business in the area and the growing demand for craft beer, the friends knew it would be a hit. When both guys lost their jobs due to a struggling economy, they sought the opportunity to make the dream a reality, and they dove in head first. Not even a year later, The Fridge welcomed its first beer-loving customers.

Kevin Brown and James Futty, owners of The Fridge

Location was crucial to Futty and Brown. They knew they wanted to be near the west end of the city, and they lucked out when they found a spot within walking distance of the Lancaster Barnstormers stadium and Franklin & Marshall College. Although the building was in dire need of renovations, including new electrical and plumbing systems, they could see its potential. The concept of The Fridge had been decided long before it had a physical location. “It was a self-serving mission, really,” Brown says. “We designed it to include all of the things we wanted [like good beer and a relaxed atmosphere] and none of the things we didn’t [like TVs]. Originally, The Fridge was going to be a deli, but they decided to offer pizza instead because, after all, nothing tastes better with beer than pizza. With toppings like kale, gruyere cheese and lentil puree, their pizza is just as artisanal as the beer selection and all ingredients used to make the food served at the Fridge are 100% local. Because the pair opened The Fridge during hard economic times, they insisted on this. “We’re a local business. If we don’t support other local businesses, who will?” Futty asks rhetorically. Like the food ingredients, the beers they sell are also carefully chosen. “It’s a very IPA-centric selection,” Futty says. “We only carry stuff we are proud to sell, and we like to give new breweries a shot.” In addition to the bottle selection, The Fridge also offers draught beer. Their taps are often reserved for rare or limited release brews, and the events hosted by the shop are typically focused around them. “Hoppy Easter” in the spring featured rare double IPAs, “Black Friday” after Thanksgiving will feature beers that are black in color and the “Sour and Stinky Fest” offers guests sour beers paired with local cheeses. The unique events have been known to draw large crowds. Not only does The Fridge support local businesses, it also supports local artists. Both Futty and Brown have a passion for art, so they feature local artwork, available for purchase, on the walls of their shop. Also part of the décor are several pieces of one-of-a-kind beer art, including The Fridge’s logo, made entirely of bottle caps. Now in its 4th year of business, The Fridge is bigger and busier than either owner ever anticipated. In September, a group of local cyclists who call themselves the Mid-Week Buzz celebrated their 100th consecutive Wednesday at The Fridge, where they convene after the rides.

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Despite the popularity of the shop, Futty and Brown have no plans to open a second location. The guys agree, “We don’t ever want to get to the point where we are too focused on business to have any fun.” They’re not worried about competition, or being the biggest in the market, they’re just two regular guys living out their craft beer dream and sharing it with the city of Lancaster.

NewPRODUCTS A New Look for Harpoon IPA

Angry Orchard Stone Dry

Soon after Harpoon IPA was introduced as a summer seasonal, it became the brewery’s best selling beer. Now, after 22 years as Harpoon’s flagship, Harpoon IPA is getting a new look! It’s the same floral, crisp, hoppy IPA in a fresh new package. Look for the new bottles and cans in November.

Angry Orchard has added a new cider to their year-round lineup! Their driest cider yet, Stone Dry is an American interpretation of the traditional English dry cider style. It offers a bright apple aroma, juicy flavor and a clean, dry finish, showcasing an intricate balance between the sweetness and acidity of culinary apples and the tannins of traditional cider making apples. The apples chosen by the cider makers are European bittersweet varieties like Dabinett, Binet Rouge and Harry Masters Jersey, which contribute to the high tannic character and dry finish. The result is a refreshing, slightly puckering cider. ABV: 5.5% Package: 12 oz. bottles only, draught to follow in January Availability: Now, year-round in Berks, Lehigh and Northampton Counties

Woodchuck Cluster Chuck Rebrand The Cluster Chuck Variety Pack is getting an updated look! The new package will feature Woodchuck Amber, Gumption, Chuck’s Choice and the current Woodchuck seasonal. The coolest part of the new variety pack is that it includes two peek-a-boo windows that will feature the two rotating styles!

Mike’s Hard Cranberry Passionfruit Lemonade Replacing Mike’s Hard Cranberry Lemonade in the Mike’s Hard year-round lineup is Mike’s Hard Cranberry Passionfruit Lemonade! The new flavor has a fragrant, fruity aroma with a sweet and tangy flavor. ABV: 5% Packages: 11.2 oz. and 24 oz. bottles Availability: Now, year-round in Berks, Lancaster, Lehigh and Northampton Counties

Coney Island Hard Root Beer Draught Coney Island Hard Root Beer, previously available in cans and bottles only, is now available in draught! A new twist on an old favorite with hints of vanilla, licorice and birch, this root beer will bring you back to the boardwalk. ABV: 5.8% Availability: Year-round, beginning in November in Berks, Lancaster, Lehigh and Northampton Counties

Samuel Adams Rebel Grapefruit IPA Rebel Grapefruit IPA is brewed with real grapefruit for an added punch of citrusy goodness that amplifies the tropical fruit and citrus notes from the hops. A hint of juiciness rounds out the bitterness and brings a refreshing finish to this bold, bright, thirst-quenching IPA. ABV: 6.3% Package: Draught only Availability: Year-round, beginning in November in Berks, Lehigh and Northampton Counties

Crabbie’s Scottish Raspberry Alcoholic Ginger Beer Crabbie’s Raspberry is carefully crafted from a recipe using the finest ginger, which is cold steeped for up to six weeks, combined with exotic spices and blended with Scottish raspberries to create a refreshing raspberry-ginger flavor. ABV: 4.8% Package: 11.2 oz. bottles only Availability: Now, year-round in Lehigh and Northampton Counties

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SeasonalSELECTIONS When Demand Exceeds Supply

Yuengling IPL

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.

After brewing traditional lagers for over a century, Yuengling felt it was time to spice things up! Yuengling IPL (India Pale Lager) is a well-balanced lager that shows off an unexpected mix of hops. This isn’t just a hopped up lager, it’s a truly unique brew with a crisp, clean character bursting with complex hop notes. The blend of 2-row malted barley and aromatic specialty malt provides the base and complements the fruity notes from the Bravo hops, tropical notes from the Belma hops, citrus notes from the Cascade hops and strong floral notes from the Citra hops. Dry hopping after fermentation imparts an appealing citrus aroma. With its hop-forward style, Yuengling IPL is redefining the limits of what a lager can be. ABV: 5% Packages: 12 oz. bottles and draught Availability: November in Berks County

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, biweekly 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 Mike Wagner at mwagner@origlio.com with your email address.

Guinness The 1798 Extra Double Stout When the rest of the world was brewing ales, Arthur Guinness made the brave and momentous decision to switch and focus entirely on dark styles of beer: porters and stouts. To facilitate his expanding export trade to the rest of the world, Arthur commissioned the first of several large wooden storage vats at the site of the St. James Gate Brewery in 1798. A classic recipe from the past, re-invented for today, Guinness The 1798 adds a truly unique beer experience to your sophisticated drinking occasion. This extra double stout pays tribute to the original Old Vat House built in 1798. Deep and rich, this complex stout uses 100% Irish malt, some crystal malt to give a distinct caramel and chocolate smoothness on the palate, and of course, the world famous Guinness home-roasted barley. The sweetness is complemented with Challenger hops for a balanced bite. This luxurious brew is then finished over the original French oak wood of Old Vat House #1 from 1798 to bring out a uniquely subtle, smoky character that is steeped in history. ABV: 9% Package: 25 oz. bottles only Availability: Very limited quantities in November in Berks and Lancaster Counties 6

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Blue Moon Winter Brewmaster’s Seasonal Sampler Enjoy the flavors of the season in the Blue Moon Winter Sampler. This year’s variety includes: Blue Moon Belgian White BelgianStyle Wheat Ale, Cinnamon Horchata Ale, Gingerbread Spiced Ale and the new Cappuccino Oatmeal Stout. Available only in the variety pack, Cappuccino Oatmeal Stout is a creamy, full-bodied stout, aged with decaf coffee and cocoa powder. The strong roasted coffee notes are balanced by the addition of Belgian dark candi sugar for a subtle sweetness. Oats and rice give the beer a nice coffee-with-cream appearance and taste. Availability: Late October in Berks, Lancaster, Lehigh and Northampton Counties

Blue Moon Gingerbread Spiced Ale Blue Moon Gingerbread Spiced Ale is only around for the holiday season, so grab some while you can! With ginger, cinnamon, molasses and hints of nutmeg and allspice, this holiday wonder is a taste that’s right out of the oven. The notes of ginger in this beer pair well with dishes like ginger chicken or ginger carrot soup, curry chicken, goat cheese and desserts made with ginger, cinnamon or chocolate. ABV: 5.9% Packages: 12 oz. bottles and draught Availability: Late October in Berks, Lancaster, Lehigh and Northampton Counties

SeasonalSELECTIONS Curious Traveler Jolly Traveler Jolly Traveler is a cheerful winter beer inspired by the senses of the season. A wheat beer made with real orange, pomegranate and holiday spices, this Traveler is a refreshing libation for the season of festivity – jolly, merry and bright. ABV: 4.4% Packages: 12 oz. bottles and draught Availability: Late October in Berks, Lancaster, Lehigh and Northampton Counties

A Variety of Travelers Winter Excursion Pack Traveler Beer Co.’s winter variety pack includes: Jolly Traveler, made with real orange, pomegranate and holiday spices; Curious Traveler, brewed with fresh lemon and just a touch of lime and Illusive Traveler, brewed with real grapefruit. Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Coney Island The Plunge The Plunge is a slightly hazy, golden, Belgian-style ale with a big, citrus aroma. This full-bodied, malty beer has big spice character that comes to life at first sip. ABV: 6.9% Packages: 12 oz. bottles and draught Availability: Late October in Berks, Lancaster, Lehigh and Northampton Counties

Mike’s Hard Glacier Berry This flavorful offering from Mike’s includes notes of blackberry, black current, raspberry, blueberry, tart cherry and strawberry. A subtle berry aroma leads to a tart berry taste with a slight candy note. The finish is refreshingly clean with a lingering hint of sweetness. Enjoy Mike’s Hard Glacier Berry with a crisp salad, lightly dressed with raspberry vinaigrette or a custard dessert topped with fresh berries. ABV: 5% Package: 11.2 oz. bottles only Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Samuel Adams Winter Lager This dark wheat bock beer is subtly spiced with fresh-ground cinnamon, along with ginger and orange peel for a deep, smooth flavor and malty finish that will warm you on a cold winter’s night. ABV: 5.6% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: November in Berks, Lehigh and Northampton Counties

Samuel Adams White Christmas As crisp as the first snowfall of the year, this unfiltered white ale is blended with holiday spices including cinnamon, nutmeg and orange peel. The familiar citrus and wheat characters of the ale are complemented by the warmth of the spices for a festive brew that’s perfect for the season. ABV: 5.8% Package: 12 oz. bottles only Availability: November in Berks, Lehigh and Northampton Counties

Samuel Adams Merry Maker This rich, dark gingerbread stout entices with the aromas of the holidays. The flavor of gingerbread comes alive, beginning with the smooth sweetness and heartiness of dark roasted malts and a touch of wheat. But it’s the intensity and spices of cinnamon, clove, nutmeg and ginger that add a wicked kick for a jolly playful brew full of merry mischief. ABV: 9% Packages: 22 oz. bottles and draught Availability: Limited quantities in November in Berks, Lehigh and Northampton Counties

Samuel Adams Winter Classics The Winter Classics variety pack delivers on the holiday flavors to complement many different holiday activities. Styles included in the mix are: Boston Lager, full-flavored with a balance of malty sweetness contrasted by hop spiciness and a smooth finish; Winter Lager, festive and spicy with orange peel, ginger and fresh-ground cinnamon; Old Fezziwig Ale, bursting with flavors of the season from traditional holiday spices to sweet toffee and caramel malt notes; Chocolate Bock, smooth, rich and dark with a robust flavor and creamy flavor of chocolate; Holiday Porter, rich, dark, and roasty with flaked oats and a silky finish and Sparkling Ale, golden and bubbly with a slightly floral aroma and dry finish. Availability: November in Berks, Lehigh and Northampton Counties www.allstardistributing.net HeadyTimes v.11

SeasonalSELECTIONS Seagram’s Escapes Sparkling Cranberry This new, limited release from Seagram’s Escapes was inspired by a classic winter holiday flavor. Sparkling Cranberry has a bold, delicious cranberry flavor with a hint of orange and is perfect for all your seasonal celebrations. ABV: 3.2% Package: 12 oz. bottles only Availability: November in Berks and Lancaster Counties

Saranac 12 Beers of Winter Saranac’s winter variety pack is chock full of seasonal and year-round favorites including: the new, West End Winter IPA, Legacy IPA, 4059’ Porter and Season’s Best Winter Lager. Availability: November in Berks and Lancaster Counties

Harpoon Winter Warmer Evil Genius Santa!! I Know Him! Santa!! I Know Him! is Evil Genius’ holiday saison brewed with rose hips, chamomile, black currants and dark Belgian candi syrup. Deep, complex and intriguing, this bone-dry Belgianstyle ale is sure to seduce you, or the one you’re with. Roses, chamomile and currants have long been considered powerful aphrodisiacs, so Evil Genius combined them with mysterious and beguiling Belgian saison yeast. The result is something very special and sure to help spice up nights spent at home during the cold winter months. ABV: 7.2% Packages: 12 oz. bottles and draught Availability: Mid-November in Berks, Lancaster, Lehigh and Northampton Counties

Flying Fish Grand Cru Winter Reserve This Belgian-style strong golden ale showcases a variety of the ingredients and brewing methods that help differentiate Flying Fish beers. Grand Cru is fermented at a higher temperature than their other beers, adding an undercurrent of fruitiness and clove (although there is no fruit or spice in the beer). Very lightly filtered, Grand Cru exhibits complex mouthfeel, strong malt flavors, a spicy hop presence and a soothing alcohol warmth, followed by a clean, dry finish. ABV: 6.9% Packages: 12 oz. bottles and draught Availability: November in Lancaster, Lehigh and Northampton Counties. 8

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Returning for its 27th year, Harpoon Winter Warmer continues to be a favorite winter tradition. Harpoon brewed this latest version of their classic winter seasonal to be more malty and robust. The characteristic cinnamon and nutmeg come through in the aroma, but are subtle on the palate. This full-bodied spiced ale yields a rich chestnut color. Whether enjoying a pint with friends in a cozy pub or serving it at a large family get-together, this spiced ale adds to every winter occasion. ABV: 5.9% Package: 12 oz. bottles only Availability: October in Berks County

Harpoon Snowed In ‘Tis the season to be Snowed In! We all have fond memories of a snow day – the “no school” announcement on TV, the coziness of home while the snow falls and the sparkling winter wonderland afterward. It’s not quite the same as an adult, but being snowed in today is still pretty fun. The Harpoon Snowed In mix pack includes: Harpoon IPA, the copper-colored ale with a medium body and a balanced hop character; Harpoon Winter Warmer, a true holiday favorite brewed with cinnamon and nutmeg; UFO White, a refreshing ale spiced with orange peel & coriander and UFO Gingerland, an unfiltered gingerbread-inspired ale. Let it snow! Availability: November in Berks County

SeasonalSELECTIONS Coronado Stupid Stout This deep, dark, viscous brew stands up to other imperial stouts as well as the test of time, delivering defined, robust, chocolaty notes with a hint of hop freshness. It’s perfect for aging and vertical tastings. ABV: 9% Package: 22 oz. bottles only Availability: November in Berks, Lehigh and Northampton Counties

Great Lakes Ohio City Oatmeal Stout

Coronado Brewer’s Series

Oh, what fun it is to ride through a flurry of flaked oats over a field of rich roasted malt flavors! Smooth and creamy, this medium-bodied stout with soft malty notes and a dry finish pairs perfectly with roast duck, spiced desserts and ugly Christmas sweaters. ABV: 5.4% Packages: 12 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Coronado Coconado

Great Lakes Christmas Ale

Full-bodied, rich, and warm, the toasty chocolate flavors in this Imperial chocolate milk stout are finished with a sweet, clean roasted smoothness. ABV: 8% Package: Draught only Availability: Now in Berks, Lehigh and Northampton Counties

Do not open ‘til Christmas? Whoever coined that phrase obviously hasn’t tasted Great Lakes Christmas Ale’s fresh honey, cinnamon and ginger flavors. A Yuletide’s worth of holiday spices and sweet honey will keep you a-wassailing all season long. This extremely popular holiday ale is available in a festive mother carton featuring the iconic Christmas Ale artwork and a printed gift tag for the perfect holiday gift! ABV: 7.5% Packages: 12 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Corsendonk Christmas Ale This is a rich, dark, joyous brew perfect for celebrating the holiday season. Its aroma of chocolate malt and spiciness is reminiscent of the wonderful smells of holiday baking in Mom’s kitchen. Silky smooth on the palate, it’s predominantly malty, with smoky, spicy and citrusy notes and a long, lingering finish that is slightly tart and malty. Round and well-balanced, it’s a welcome addition to holiday tables and beyond. ABV: 8.5% Packages: 11.2 oz. bottles, 25 oz. bottles, 25 oz. bottle gift tins and draught Availability: Late October in Berks, Lehigh and Northampton Counties

Woodchuck Winter Chill Oak Aged Apple The chill of winter sends some running for the mountains, while others prefer to stay cozy in the comfort of the great indoors. Whichever way you enjoy winter, this cider is built to get you through. Aged in premium French and traditional American oak, Winter Chill brings a rich depth of apple flavor with hints of vanilla and oak throughout. ABV: 5% Packages: 12 oz. bottles and draught Availability: Very limited quantities in November in Berks and Lancaster Counties

Great Lakes Blackout Stout Bold and dark as a power-less metropolis, Great Lakes’ Russian Imperial stout commemorates the infamous 2003 blackout that briefly left some 55 million people utterly unplugged. Pitch-dark and rich, Blackout Stout is kindled with black malt and roasted barley, and illuminated by flickers of bitter hops. Try it with a chocolate dessert by candlelight. ABV: 9% Packages: 12 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Woodchuck Private Reserve Barrel Select Private Reserve Barrel Select is aged in small batches to bring out balanced hints of bourbon over a crisp apple backdrop. The cider is aged for six months in genuine white oak Kentucky bourbon barrels. The barrels impart a copper hue on the cider as well as gentle notes of oak, vanilla and whiskey. This truly rare cider proves that patience is indeed a virtue. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: Very limited quantities in November in Berks and Lancaster Counties www.allstardistributing.net HeadyTimes v.11

SeasonalSELECTIONS Dogfish Head 75 Minute IPA Blend two Dogfish Head favorites, add maple syrup and carbonate the mixture naturally. What do you get? 75 Minute IPA! The carbon dioxide trapped during bottle conditioning gives 75 Minute a soft and velvety mouth feel. Dry-hopped with whole-leaf Cascades, this is a complex IPA that tastes even better when paired with burgers, grilled meats or avocado. ABV: 7.5% Packages: 25 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Dogfish Head Fort An ale brewed with a ridiculous amount of raspberry juice, Fort has a Belgian-style base followed by a similar fermentation process to the one used to make 120 Minute IPA and World Wide Stout. This is an excellent food beer. Try it with anything chocolate or a nice piece of duck. Fort is also an excellent candidate for cellaring. Enjoy one now and lay the others down for a few years. Want to know when the Fort you have was bottled? Check the ‘Bottled On’ date on the neck of each bottle. ABV: 15-18% Packages: 12 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Dogfish Head Piercing Pils A Perry-Pils hybrid, Piercing Pils is a Czech-style pilsner brewed with a white pear tea and pear juice. Both the juice and the tea are added in the kettle during the whirlpool (after the boil) for maximum flavor and aroma contribution. The complexity of the pear pierces right through the spicy Czech Saaz hops beautifully, adding a gentle acidity, while Amarillo hops add nuanced citrus notes that meld perfectly with the fruit. This crisp, refreshing sipper pairs perfectly with pasta primavera, barbecue ribs and fish tacos. ABV: 6% Packages: 12 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Dogfish Head Bitches Brew In honor of the 40th anniversary of the original release of Bitches Brew, Miles Davis’ 1970 paradigm-shifting landmark fusion breakthrough, Dogfish created their own Bitches Brew – a dark beer that’s a fusion of three threads of imperial stout and one thread of honey beer with gesho root. It’s a gustatory analog to Miles’ masterpiece. ABV: 9% Packages: 25 oz. bottles and draught Availability: December in Berks, Lancaster, Lehigh and Northampton Counties 10 HeadyTimes v.11 www.allstardistributing.net

Dogfish Head Pennsylvania Tuxedo A spruce-infused pale ale, Pennsylvania Tuxedo pays homage to the flannelsuited hunters and gatherers who dwell deep in the backcountry woods of Central PA. Brewed in collaboration with familyrun outerwear company Woolrich, the two like-minded companies came together to make a sessionable concoction with Pacific Northwest hop varieties. A grassy citrus kick is complemented by the resinous conifer qualities of fresh green spruce tips from the forests of Northern Pennsylvania and Georgetown, DE. A dry, yet doughy malt backbone lets the hops and spruce shine while still balancing out the bitterness to make this one easy sipper. ABV: 8.5% Packages: 12 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Magic Hat Winterland Variety Pak Magic Hat’s gathering of seasonal offerings was created to help you enjoy your own winter wonderland. Winterland is a holiday partyto-go that’s ready whenever and wherever Yule logs are lit and uncontrollable wassailing breaks out. This pack features #9, Snow Roller and two in-pack exclusives: Vinyl, a scrumptious, deep amber-hued lager with a sweet malt taste and balanced finish and Winter Mingle, a full-bodied stout whose malts mingle with a touch of vanilla. Availability: November in Lancaster, Lehigh and Northampton Counties

Magic Hat Winter CANtastic Variety Pak The Winter CANtastic Variety Pak features two year-round offerings, Dream Machine and Electric Peel, and the winter seasonal Single Chair, a light, medium-bodied golden ale with a bready aroma and malt forward flavor. Availability: November in Lancaster, Lehigh and Northampton Counties

SeasonalSELECTIONS Leinenkugel’s Snowdrift Vanilla Porter This holiday season is a celebration for beer lovers everywhere. Snowdrift Vanilla Porter has fresh cocoa and vanilla flavors with subtle roasted notes and dark fruit. Snowdrift is smooth and creamy, making it ideal for winter. ABV: 6% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Late October in Berks and Lancaster Counties

Leinenkugel’s Cranberry Ginger Shandy This combination of wheat beer, cranberry and a hint of ginger is as refreshing as a toboggan ride. Cranberries add both sweet and tart notes that balance nicely with the earthy malts. Hints of candied orange peel and a delicate ginger spice weave throughout. ABV: 4.2% Packages: 12 oz. bottles, 12 oz. cans, 16 oz. cans and draught Availability: Late October in Berks and Lancaster Counties

Leinenkugel’s Winter Explorer Pack Be adventurous this winter and try a Leinenkugel’s Winter Explorer Pack. With four different beers to sample, there is a lot to explore. The four beers in the Explorer Pack are: Winter’s Bite, Heart of Oak, Snowdrift Vanilla Porter and Cranberry Ginger Shandy. Heart of Oak is new and only available in the Explorer Pack. It brings together a malty Vienna lager and the bold complexity of oak, toast and caramel. Availability: Late October in Berks and Lancaster Counties

Leinenkugel’s Winter Shandy Can Sampler Pack Start a new winter tradition with Leinenkugel’s Winter Shandy Can Sampler Pack, featuring Cranberry Ginger Shandy, Ginger Shandy and two new beers: Spiced Pear Shandy and Cocoa Berry Shandy! Availability: Late October in Berks and Lancaster Counties

Long Trail Brush & Barrel Series Imperial Stout This dark-as-night Imperial stout is dominated up front by a bold roasted malt flavor, which reveals hints of caramel, coffee and chocolate. Balanced by a subtle hop bitterness, this brew features earthy, peat smoke aromas and a warming finish. To create the latest addition in the Brush & Barrel Series, Long Trail teamed up with Vermont artist Tom Cullins, whose bold, beautiful work adorns the bottle label. Cullins’ dynamic use of color and space provides a warming visual that echoes the structured chaos of the malts and hops that create this dynamic brew. ABV: 8.8% Packages: 22 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Long Trail Winter Survival Pack Long Trail brings you a selection of their finest offerings for the season in this variety pack. It features Long Trail Ale, Double Bag, India Pale Ale and Sick Day. Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Long Trail “Sick Day” A hoppy brown ale built for winter’s deepest days, “Sick Day” is kneedeep in piney, spicy hop flavors and nicely balanced by a warming, toasty malt presence that’ll warm your soul after a day in the snow. ABV: 6.8% Packages: 12 oz. bottles and draught Availability: Now in Berks, Lancaster, Lehigh and Northampton Counties

Heavy Seas Yule Tide Heavy Seas’ons greetings! As a special thank you to supporters of Heavy Seas, each year the brewery offers this malty weizen dopplebock aged in Jamaican rum barrels. Actual gingerbread is used during the brewing process to give this special beer a subtle, holiday-infused taste. Yule Tide is sure to make you comfortable on a cold winter’s evening. ABV: 9% Packages: 22 oz. bottles and draught Availability: November in Berks, Lehigh and Northampton Counties www.allstardistributing.net HeadyTimes v.11 11

SeasonalSELECTIONS Spring House Satan’s Bake Sale Mint Chocolate Chip Stout This rich and creamy stout is made with an extra dose of holiday cheer. ABV: 8.3% Package: Draught only Availability: November in Lancaster, Lehigh and Northampton Counties

Spring House The Martians Kidnap Santa! Egg Nog Stout This smooth, dark, full-bodied and satisfyingly rich stout is aged on fresh peppermint leaves and dark Wilbur chocolate for a powerful aroma and pronounced mint chocolate chip flavor. ABV: 8.4% Package: Draught only Availability: November in Lancaster, Lehigh and Northampton Counties

Stegmaier Winter Warmer Traditionally known as Old World Ale, Stegmaier Winter Warmer boasts a brilliant, reddish-orange color and a full, chewy body. In using a blend of well-modified pale malts, along with judicious amounts of caramel and specialty character malts, Stegmaier Winter Warmer possesses a high malt character with luscious complexity and alcohol warmth, balanced with the traditional hop bitterness. Enjoy this flavorful offering in the company of your closest friends on a frosty winter night. ABV: 7.8% Packages: 12 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Stoudts Revel Red Revel Red is a full-bodied ale with a deep red-amber color and a thick creamy head. Pungent hop flavors from three varieties of domestically grown hops create a dry finish with a wonderful citrus hop flavor. ABV: 6.2% Packages: 12 oz. bottles and draught Availability: Now in Berks, Lancaster, Lehigh and Northampton Counties

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Samuel Smith’s Winter Welcome Ale The 2015-2016 release of Samuel Smith’s Winter Welcome is the 26th year for this classic. Winter Welcome was the first imported winter seasonal beer sold in the U.S, and it’s still the benchmark. Honey-amber in color with a creamy head of small bubbles, Winter Welcome has a floral aroma, delicious caramel malt flavor and great finesse. This year’s label shows a snowy exterior of a cabin with skis propped up against the side. In the window you see two folks next to a fire, toasting with Winter Welcome. ABV: 6% Packages: 12 and 18.7 oz. bottles Availability: November in Berks, Lehigh and Northampton Counties

Samuel Smith’s Gift Box This beautiful gift box contains 18.7 oz. “Victorian Pints” of Sam Smith’s Oatmeal Stout, India Ale and Organic Chocolate Stout as well as a brewery-logoed 19 oz. tulip glass, two brewery coasters and a beer brochure. The box is full-color with brewery scenes and bottle shots built into a bold design. The Samuel Smith’s Gift Box, with three beers and a glass, is sold in a case of four gift boxes. Availability: November in Berks, Lehigh and Northampton Counties

Lindemans Sampler Pack The Lindemans Sampler Pack contains Lindemans Framboise (Raspberry), Pêche (Peach), Kriek (Cherry) and Pomme (Apple) lambics. Each bottle is embossed with the brewery logo, closed with a cork and crown and finished with a foil capsule. The box is full-color with die-cuts to show the bottles, and includes an information-packed brochure. The Lindemans Sampler Pack comes packed in a carton that holds three gift boxes. Availability: November in Berks, Lehigh and Northampton Counties

SeasonalSELECTIONS Weyerbacher Winter Ale

Peak Winter Session Ale

Winter Ale is a brown ale brewed with deep-roasted chocolate malt. It’s warm, malty flavor is balanced with a slightly dry finish. ABV: 5.6% Packages: 12 oz. bottles and draught. Availability: October in Lehigh and Northampton Counties

This winter wheat beer uses dark malt to provide subtle toasty notes. It is then single-hopped and dryhopped with Citra hops from a local farm. Interesting pineapple notes from the Citra hops provide a stark contrast to the toasty notes in the body. This is an engaging and sessionable winter seasonal. ABV: 4.8% Package: 12 oz. bottles only Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Weyerbacher QUAD This Belgian-style quadrupel ale is elegant and fullbodied with intense malt notes of plum and raisin. ABV: 11.8% Packages: 12 oz. bottles and draught. Availability: November in Lehigh and Northampton Counties

Weyerbacher Tango Tango is a bold, Belgian-style dark ale brewed with 1200 pounds of cherries. It pours a beautiful ruby color with a nice fluffy head, offering a very complex aroma of cherries and other dark fruits. Tango is brewed using a base of pilsner malt, honey malt, Special B, aromatic malt and a touch of chocolate malt. Apollo hops balance all that sweetness to 35 IBUs. ABV: 10.6% Packages: 25 oz. cork and caged bottles and draught. Availability: December in Lehigh and Northampton Counties

Weyerbacher Double IPA #1 The first release in Weyerbacher’s Double IPA Series that will give IPA fans four new IPAs each year, is Double IPA #1. Full of Cascade, Simcoe and Mosaic hops, this brew has a piney and herbal aroma. Tropical fruit and berry mesh with citrus notes to create a well-rounded profile that is both complex and refreshing. ABV: 9% Packages: 12 oz. bottles and draught Availability: October in Lehigh and Northampton Counties

Peak Holiday Saison Who doesn’t like the holidays? Savory foods, awesome spices, lots of family time (but hopefully not too much). In that spirit, Holiday Saison is Peak’s contribution to these great days. A dark saison with subtle holiday spices, this brew pairs well with venison, spicy Thai food and hearty fish like snapper. ABV: 4.7% Package: 12 oz. bottles only Availability: October in Berks, Lancaster, Lehigh and Northampton Counties

Shiner Holiday Cheer Brewed with Texas peaches and pecans, this Old World-style dunkelweizen practically unwraps itself. Caramelized malts give this holiday beer a uniquely rich malt body that’s perfect for the season. ABV: 5.4% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Late October in Berks, Lancaster, Lehigh and Northampton Counties

Lagunitas Brown Shugga’ This ultra-mega-mondo malty and rich brew is dangerously smooth and slammable. Originally a failed attempt at a batch of Olde GnarlyWine Ale, Brown Shugga’ was the awesome result. ABV: 9.9% Packages: 12 oz. bottles and draught Availability: Late October in Lehigh and Northampton Counties www.allstardistributing.net HeadyTimes v.11 13

Programs Celebrate the Holidays with Blue Moon Adding a new twist to the holiday season, Blue Moon will inspire consumers to bring something unique to their holiday table – a twist on familiar recipes featuring Blue Moon ingredients and flavors. The brewery has partnered with McCormick Gourmet to encourage people to bring something unexpected to the table and pair it with a Blue Moon beer via a digital recipe hub on the Blue Moon website. On-premise, Blue Moon’s ‘Paint the Ornament” promotion will give consumers the opportunity to customize their own ornaments, filled and scented with ingredients from Blue Moon.

Corona Feliz Navidad In 2015, Corona is launching a new festive look for the iconic ‘Feliz Navidad’ campaign. With fresh photography that brings the beach celebration and social nature of the holiday front and center, materials will recruit new consumers (friends and family alike) to embrace, share and celebrate the carefree spirit of the holidays with Corona. Corona will also be running an “Oh Tannenpalm” television commercial leading into Thanksgiving and Christmas for the 17th year in a row, with over 75 million targeted impressions across English and Spanish language TV.

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Programs Make Your Tradition Especial In 2015, Modelo Especial will celebrate the holidays with a new, refreshed suite of POS materials that are sure to connect with consumers, driving awareness, generating trial and purchase. “Make Your Tradition Especial” reflects on the holiday season as a time to celebrate with family and friends – to honor old traditions and make new ones. With its premium quality packaging and gold foil, Modelo Especial is the perfect touch for celebrating what really matters this holiday season.

Celebrate the Holidays with Victoria Hispanic consumers often spend the holidays with family and friends at numerous social gatherings celebrating long-standing traditions that Victoria has been a part for the last 150 years. With 2015 marking the 150th anniversary of Victoria, what better way for consumers to celebrate their successes over the year than with a beer that understands the importance of past and future accomplishments. This year, Victoria will introduce new visuals and new Spanishlanguage POS that connects with consumers and the holiday traditions they celebrate.

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Programs

Light Up Your Holidays with Heineken With so many things occupying your time during the busy holiday season, you’ll appreciate that Heineken makes it easy to Light Up Your Holidays. Just go for the green bottle, and Heineken will help you shine all season long. This holiday season, take advantage of the beautiful, eye-catching displays to leverage the Heineken brand with seasonally relevant colors, creating an in-store destination for practical shopper solutions. With the star and bottle as hero, selecting Heineken plays an essential role in your special holiday moments. And that’s not all… Consumers who GIVE and RECEIVE at Heineken.com will have a chance to win a trip to NYC for the tree lighting ceremony at Rockefeller Center on November 30, 2016!

Celebrate the Holidays with Strongbow With the holidays right around the corner, more occasions are spent at home with friends and family. These occasions give rise to more spontaneous moments of enjoyment, and Strongbow will remind consumers of this by communicating the benefits of Strongbow over ice for gettogethers during the holidays. Messaging will drive consumers to retail and encourage purchase for these gatherings. Beautiful imagery of the liquid and glass tumbler will attract shoppers and remind them of the refreshing taste of Strongbow over ice.

Amstel Light Burger Bash 2016 Amstel Light’s body and clean finish make the elegant, crisp, light European pilsner an impeccable match for any style burger. Throughout November and December, capture consumer attention with eye-catching point of sale materials that will encourage them to text in for a chance to attend the 2016 Burger Bash event in Miami, Florida!

TEXT BURGER TO 77000 TO ENTER!

Make the holiday season a Strongbow season!

Heineken Holiday Hat Giveaway This holiday season, from November 1st through December 31st, Heineken is keeping consumers warm with a Heineken-branded winter hat giveaway! Getting the hat is easy – consumers will simply visit the program website found on POS materials, enter their information and payment for shipping, and enjoy the cozy hat!

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Programs

Crabbie’s is currently one of the fastest growing imports in the U.S. and by far the leading alcoholic ginger beer. Crabbie’s now offers two fruit-infused varieties of their Original Alcoholic Ginger Beer: Spiced Orange and the new Scottish Raspberry. Because it is refreshing in the summer and warming in the winter, Crabbie’s is great to enjoy year round. Thematic POS for the holiday season is available for both on and off-premise accounts. This holiday season, It’s Crabbie’s Time!!

This November and December, the Coors family of brands is the way to bring refreshment to holiday occasions. New this year, Coors is offering consumers a chance to order a Coors bier mug when they purchase two Coors family 12-packs. The bier mug pays homage to the brewery with a beautiful Rocky Mountain winter scene. On-premise, Coors will provide consumers with a keyword that they can send via text to receive a virtual mistletoe meme instantly on their phones.

Genesee Hunting Genesee is launching two limited edition hunting-inspired packages to honor Genesee’s rich history celebrating Sportsmen. Look for this unique packaging on 30 packs of Genesee and Genesee Light beginning in October.

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Programs #YuenglingTraditions Celebrate the holidays and share your #YuenglingTraditions for a chance to win your Yuengling wish list. From November 1st through December 31st, fans will be able to share (or show) their family traditions for a chance to win a $250 Yuengling.com gift card or one of 50 second place prizes. Fans can enter to win on Yuengling.com/Traditions, Facebook.com/ Yuengling or on Twitter and Instagram with #YuenglingTraditions.

Yuengling IPL Untappd Sweepstakes This winter, Yuengling is running an IPL sweepstakes on Untappd. Check in while drinking IPL at an on-premise account this December and unlock a Yuengling IPL badge within the app. In January, if a fan checks in three times drinking a Yuengling IPL they will be entered to win one of five IPL t-shirts or the grand prize, a Yuengling foosballÂ table!

USA Hockey In-Pack Promotion This winter, Labatt is rewarding loyal hockey fans with a special in-pack gift! For a limited time, consumers will receive one co-branded Labatt/USA Hockey beanie inside specially marked cases of Labatt Blue and Labatt Blue Light 28-packÂ bottles.

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Programs Rummage up the ugliest sweaters you can find and celebrate the holidays by participating in the best 5k of the year! If you’ve never run a 5k before, this is a great way to burn some calories before receiving hot chocolate and a choice of Sam Adam’s Winter Lager, Boston Lager or Angry Orchard Hard Cider. All you have to do is register online to join in the fun. The run is approximately 3.1 miles long on city streets and through parks depending on the city. The starting line will have huge inflatables, photo stations and awesome holiday music. Once you’re on the course, you’ll find holiday themed stations at every mile. You can ditch that Gatorade because you’ll be able to replenish those electrolytes at the good ol’ fashioned hot chocolate station. This holiday 5k has everything your five-year old self would want with a few perks of adulthood. After the race, celebrate with a Sam Adams beer and other holiday goodies. Awards for best real mustache, best fake mustache, best beard, worst sweater and best sweater will follow the race. The Ugly Sweater Run is hitting Fairmount Park on December 19th at 8:00 AM!

Moosehead Mountain Jam When consumers “Answer the Call” with Moosehead Lager this winter, they will be eligible to win a phenomenal ski weekend with three guests, at one of four great Vermont resorts! Okemo, Sugarbush, Smugglers Notch and Bolton Valley will each play host to a Moosehead Mountain Jam weekend featuring resort accommodations, live music, lift tickets, tons of giveaways and of course refreshing Moosehead Lager! Offer your customers a chance to win an awesome getaway!

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Programs

12th Annual Harpoon Helps Spread Holiday Cheer!

Treat Yourself to a Harpoon Apple Pie! Looking for a unique offering to bring to your next holiday gathering? Bring a Harpoon Apple Pie! It’s easy, delicious, and the best part – no baking is necessary! Just add ½ bottle of Harpoon’s all-natural Hard Cider to ½ bottle of Harpoon’s seasonal favorite Winter Warmer in a glass and enjoy. Harpoon Cider is made from a blend of apples and Harpoon’s proprietary yeast – no sweeteners, sugars or preservatives – pure and natural. Mixed with the cinnamon and nutmeg-spiced flavor of Harpoon Winter Warmer, the Harpoon Apple Pie is a unique holiday treat.

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This December, Harpoon’s community service program, Harpoon Helps, will be spreading holiday cheer throughout the East Coast with the 12th Annual Harpoon Helps Spread Holiday Cheer event. Approximately 600 volunteers (a.k.a. “Harpoon Helpers”) will adorn 42 shelters, soup kitchens and play spaces in cities with holiday decorations: Christmas trees, lights, strands of garland and wreaths. In addition to Philadelphia, Harpoon Helps volunteers will decorate locations in Portland, Providence, Manchester, Hartford, the Upper Valley, Worcester, Albany and several locations in Boston.

RetailEDGE Don’t Forget About the Baby Boomers! By George Latella

In the last issue we discussed Millennials as an example of how we segment consumers based on age and how they impact the alcoholic beverage industry. Much of the marketer’s attention over the past 10 years has been around Millennials, and those of us in the Baby Boomer generation are feeling slighted, as we had been the focus of marketers for the past 25 years. I guess what goes around comes around! However, as I thought more about this I realized that many of the Boomers are the parents of Millennials. We are responsible for what is going on today and continue to influence their behavior, especially if they are still living with us in their 20s and sometimes 30s! While I am from Philly, I have spent every summer of my life at a place I refer to as the “real” Jersey shore. (Home base was North Wildwood, but I spent significant time in areas from Cape May to Atlantic City). This summer I paid particular attention to the behavior of people on the beach, at their hotel/condo, and at the local establishments I frequented. What I realized was that regardless of where or what your “beach” is, the summer is a time when it is acceptable for people from all age groups to enjoy a beverage together. The “best” times for this were on the beach, during happy hour, and from about 6pm-10pm when most of the boomers left the bars. As you might expect, the bars that know their customer base adjusted their food, beverage, and entertainment choices based on the time of day.

a local bar/restaurant. Either way, you have people of different ages coming together and alcohol is usually an important part of the gathering. So what does this mean for you and your business? You need to understand how your Baby Boomer customers think about your business and how they can influence the behavior of the other groups. This could be as simple as talking and listening to them directly or hiring someone to conduct some basic market research for you. Then, adjust your marketing strategy based on your findings. Whether you are an on or 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!

This led me to think about other “acceptable” situations for Millennials to hang out with the Boomers. Well, it’s now football season, and I’ve discovered similar behavior at sports bars where you are there to watch “your” team. This holds true for most college and professional sporting events, although our national football league has the largest following. The holidays are another time when it’s “acceptable” to enjoy your favorite beverage with your family or co-workers. Maybe this is at someone’s house, or at 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. www.allstardistributing.net HeadyTimes v.11 21

All Star Distributing 1000 Patriot Parkway Reading, PA 19605

Pass it Forward with Labatt: Give the Gift of the Game Labatt wants to change the game of hockey for the better. That’s why they created the Pass It Forward initiative, dedicated to providing access to hockey for everyone. This year, they’re raising awareness and funding to expand USA Hockey’s Sled Hockey program, helping disabled athletes get back on the ice and back in the game. Labatt’s limited edition sled hockey cans celebrate sled hockey and the amazing athletes who play it. The goal is to grow the sport’s presence, encourage consumers to find out more about the Pass It Forward program and give them an opportunity to celebrate the sport with a simple purchase.

Back for a limited time only, the Miller Lite Original “Steinie” bottle is a beer worthy of bringing to holiday celebrations. The quality time that consumers get to enjoy with friends and family is the real gift of the holidays. Pick up a 6-pack of Miller Lite Steinie bottles to bring to the holiday party.