Heady Times Holiday 2016

Holiday 2016 | V.16

ALL STAR DISTRIBUTING

SPARKLING HARD SELTZERS HEALTHY-ISH, FUN AND FLAVORFUL

Retail Edge Seasonals The Beer Guy New Products Programs C R Y S TA L B A L L B R E W I N G C O. | H O L I D AY S E L E C T I O N S | B E E R M A K E S T H E B E S T H O L I D AY G I F T

Letter toTHE TRADE Cheers to a Holiday Season that is Merry & Bright

G

ETTING A BIT MORE FOR THEIR MONEY IS SOMETHING consumers are always interested in, especially during the holidays when purchases can add up quickly. According to Baynote, a leading provider of personalized customer experience solutions for multi-channel retailers, holiday spending is expected to increase by three to four percent over last year. That increase would bump this year’s holiday spending to about $640 billion in the United States.

The single demographic that will be spending the most this giving season is projected to be millennials, according to Prosper Insights & Analytics, followed

by Generation X consumers, leaving boomers spending the least on gifts. But even though millennials might be the most giving group, the majority of the planned holiday-spend would still come from the combined Generation X and boomers, notes Prosper, which together accounted for two-thirds of the holiday spend last year.

With those considerations in mind, beverage alcohol companies aim to offer something for everyone. It’s hard to say how much of that $640 billion will be spent on beer, but now is a great time to strategize about your holiday lineup to insure that you get your fair share of the pie. Here’s a look at a few product categories offered by brewers to entice consumers to purchase their brands, and inspire a season of giving.

Variety Packs – Great for gift giving and home entertaining because of their outstanding assortments, variety packs from Blue Moon, Leinenkugel’s and Sam Adams, just to name a few, offer instant holiday cheer.

Lagers Loved by All – Sure IPAs are hot, but lager is still the best-selling style of beer. Corona, Yuengling and Heineken, always crowd pleasers, should not be forgotten. Craft lagers are also coming on strong. Sam Adams and Stoudts are not to be forgotten.

Low, Low, Low – Although people tend to splurge during the holidays, there is great demand for libations that are low in alcohol, calories and carbohydrates.

Check out the cover story for three new seltzers that check all the boxes, plus offer the benefits of real fruit.

In This ISSUE Cover Story......................... 1 Brewer Highlight ................. 2 John A. Zern & Sons Beverage Distributor ............ 3 Grain. ................................ 4 New Products ..................... 5 Seasonal Selections ............. 6 Programs ......................... 16 Retail Edge ...................... 20 The Beer Guy ................... 21

Seasonal Standouts – Time-honored imports like Corsendonk Christmas Ale and Samuel Smith’s Winter Welcome are eagerly anticipated. But, American brewers have created holiday beers with just as much pedigree.

Local & Outstanding – Local brewers do and should get a lot of love, but locally-made doesn’t always guarantee brewing excellence. Fortunately, our region boasts award-winning breweries which deserve to be front and center in any retail setting. Weyerbacher, Stoudts, Spring House, Evil Genius and Crystal Ball (featured in this issue) are world-class breweries that just happen to be around the corner.

Certainly, there are many more categories to consider, but the important takeaway from this exercise is that a well-curated selection of beer makes it easier for you and your customers to purchase the right beer, for the right occasion – and more of it!

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

Dominic Origlio President

CoverSTORY Looking for Healthy-ish Fun and Flavor, Consumers Turn to Low-alcohol Sparkling Seltzers Smirnoff Spiked Sparkling Seltzer, Truly Spiked & Sparkling and White Claw Hard Seltzer satisfy consumer demand for a sophisticated, healthier & refreshing alternative to light beer, FMBs, wine and spirits.

C

ASEY O’NEILL WAS IN A QUANDARY. EVERY WEEK, AFTER A grueling CrossFit session, she and her workout friends would gather in her Boston apartment for drinks. Often, she couldn’t decide what to serve. Cocktails are too caloric, beer too bloating and wine has more alcohol than she cares to consume.

Then she had an idea: seltzer with a kick. Her guests loved it.

O’Neill, who happens to work for The Boston Beer Co. – makers of Samuel Adams, shared the story behind the seltzer concoction with her employers. Intrigued by the concept of a light, refreshing alcoholic beverage that appeals to adults concerned about sugar and calories, Boston Beer gave O’Neill the green light to develop Truly Spiked & Sparkling seltzer.

Truly Spiked & Sparkling hit the market in the spring of 2016 and it’s been a huge success. Fred Gross, Senior Director of Marketing for Origlio Beverage, explains why he thinks the product has been so well-received. “Forty-seven percent of legal drinking age Americans, both men and women, say there are too few lowcalorie alcoholic beverage options. To fill that gap, consumers began drinking a lot more bottled, flavored waters to replace high-sugar drinks.

Many added a spirit, like vodka, to them. Carbonated, fruit-flavored seltzer spiked with alcohol was the natural extension to that trend.”

White Claw Hard Seltzer and Smirnoff Spiked Sparkling Seltzer are two other successful, high-quality hard seltzers. They too are valued by consumers who care about what they put in their bodies.

But healthy ingredients are only one part of the equation. Today’s drinkers refuse to sacrifice great taste. Why not have it all? Phil Rosse, Vice President of Mark Anthony Brands – makers of White Claw, explains why his product tastes so good. “White Claw’s superior flavor is due in part to a unique process that produces an alcohol base so pure that 7 out of 10 consumers prefer it to Grey Goose. All off flavors, colors and aromas from the alcohol are entirely removed, so the result is a pure, crisp and refreshing hard seltzer with just a hint of natural fruit flavor.”

Mike Kugler, Origlio and All Star Brand Manager for Smirnoff Spiked Sparkling Seltzers, offers another reason why these new beverages have been so successful. He points out that sophisticated hard seltzers appeal to men and women drinkers spanning all generations. And spiked sparkling waters have created a lot of buzz. “When people try Smirnoff Spiked Sparkling Seltzers, we know it sparks conversations. I’ve heard people in bars say to their friends, ‘hey, have you heard of the new healthy hard seltzer drink?’ This is a unique opportunity to capture consumer drinking occasions that are not met by beer. Hard seltzer is not a drink just for women or just for men – it is for anyone looking for a low ABV option. Most hard seltzers have less alcohol than light beer.”

Gluten-free with few calories and barely any sugar, hard seltzer is the perfect drink of choice for fitness-conscious drinkers or anyone else looking for a “healthy-ish” happy hour drink.

Truly Spiked and Sparkling Available in Colima Lime, Grapefruit & Pomelo, Pomegranate and Blood Orange, the best-selling hard seltzer offers sophisticated flavors with only 100 calories, 5% ABV and 2 grams of sugar. It is gluten-free and contains no artificial sweeteners.

White Claw Hard Seltzer Available in Natural Lime, Ruby Grapefruit and Black Cherry, this premium, gluten-free product is made with a touch of natural cane sugar, natural flavors and real juice. It has 110 calories and 5% ABV.

Smirnoff Spiked Sparkling Seltzer Available in Orange Mango, Cranberry Lime and Watermelon, this product’s crisp, refreshing taste is infused with natural fruit essence, purified water and no added sugar. It’s only 90 calories per can and 4.5% ABV.

Truly Moscow Mule Adding a dash of ginger beer to Truly Colima Lime instantly creates a sessionable version of a Moscow Mule.

Ingredients: 6 oz. Truly Colima Lime 1 oz. vodka 1 oz. ginger beer Combine vodka and ginger beer in a pint glass. Add ice and top off with Truly Colima Lime. Garnish with a slice of lime.

More Truly Spiked & Sparkling cocktail recipes are available at origlio.com/learn/recipes. www.allstardistributing.net HeadyTimes v.16

1

BrewerHIGHLIGHT 10 Things You May Not Know About Crystal Ball Brewing Company

C

RYSTAL BALL BREWING COMPANY IS a growing brewery based out of York, PA. Its owners, three friends committed to producing world-class beer, have hit the ground running since day one.

By combining a passion for brewing and dedication to sustainability, you don’t need a crystal ball to see that this brewery is headed for a bright future.

1. The owners/founders of Crystal Ball Brewing Company include Ryan Johnstonbaugh, Ashley Garvick and Jesse De Salvo, all graduates of Spring Grove High School.

2. Ryan Johnstonbaugh, head brewer, started brewing as a hobby. He and Ashley Garvick, assistant brewer, soon found themselves homebrewing together and expanding their knowledge of the craft.

From left to right – Jesse De Salvo, Ryan Johnstonbaugh and Ashley Garvick, owners of Crystal Ball Brewing Company

3. Currently, their beers are only available to the fine folks of Pennsylvania; however, they hope to have a nationwide footprint someday.

4. How they came up with the name Crystal Ball is a corporate secret.

And, they have challenged each other to never give the same explanation twice.

5. De Salvo’s latest explanation went something like, “Well, I know a guy who dated a gal named Crystal and, given his last name, they had a Brangelina sort of deal goin’ on... Crystal Ball.”

6. Johnstonbaugh says that if he wasn’t brewing he’d probably be doing something within the craft beer industry. Or possibly a job in fermentation, like making yogurt. He loves yogurt.

7. Aside from draught, their products are only available in 16 oz. cans.

Why? Mainly because a 16 oz. can will fill a pint glass.

8. All of Crystal Ball’s labels are designed by artist Josh Eacret of Brew Brand Creative in Colorado and feature their signature mustachioed man in a different style based on the beer.

9. Black Magic is their most difficult beer to brew. With 225 pounds of barley and 35 pounds of flaked oats, it makes for one hell of a brew day.

10. If Johnstonbaugh could collaborate on a beer with any brewery it would be Sierra Nevada. “I cut my teeth on Sierra Nevada. I love what they do – their standards, the quality of their beer. I’m truly a fan.”

2

HeadyTimes v.16 www.allstardistributing.net

Off-PremiseSPOTLIGHT John A. Zern & Sons Beverage Distributor

J

OHN A. ZERN & SONS BEVERAGE DISTRIBUTOR has been serving Manheim and the Lancaster region since 1948. Now owned by John’s son Tom and his business partner Garrett Kirtley, the store still runs on the same principles and dedication to customer service that is has since the first day it opened its doors.

HT: What has been the biggest hurdle you have had to overcome in this industry?

TZ: You have to keep up with the changes to be able to stay in the game. I’ve seen other mom-and-pop shops close their doors because they didn’t make the changes necessary to stay relevant. When we were able to sell 12 packs, we had time to prepare and put in cooler doors.

But now that there is competition from grocery stores, you have to present your retail area in an inviting way so the public wants to come in. We put in a new floor and rearranged the layout to make the store more shoppable.

There are rows of racks in the back for 12 packs and all of the packages have clearly labeled prices.

Tom Zern, co-owner of John A. Zern & Sons Beverage Distributor

HT: What does customer service mean to you?

TZ: Taking care of customers is what it’s all about. Our employees have full knowledge of the products we sell in order to help people shop. They can make recommendations based on what each customer likes. This is so important because your customers expect you to know what you’re selling, and you can’t sell something you aren’t familiar with. Not only that, but our employees are downright good people. I have so many customers come in and tell me, “You have the nicest employees!” This is a small town and if you’re doing something right, you’re going to hear about it.

HT: What sets you apart from your competition?

TZ: The biggest part of our business comes from events – weddings, banquets, etc. We supply beer and beverage setups, like coil boxes and cold plates for kegs, and offer tap rentals as well. We usually have about 3-5 events every weekend. We’re on track to do at least 90 this year, and last year we supplied our services to 117 events.

HT: Do you feel that being part of a family business gave you an advantage in this industry?

TZ: I do. Being at the store while growing up, I learned all facets of the trade from my dad. I also got to know many customers, and now I see their kids or their kid’s kids come in. When my brother was here (he retired about a year ago), we shared ideas and did everything together.

I run the store like my dad did, with honesty and integrity, and people notice that. zernsbeverage.com • 202 S. Charlotte Street, Manheim, PA • (717) 665-2233 www.allstardistributing.net HeadyTimes v.16

3

On-PremiseSPOTLIGHT Grain.

L

OOK OUT, LEHIGH VALLEY. THERE’S NO STOPPING restaurant entrepreneurs Morris “Mo” Taylor and Cristian Duarte. The duo, sometimes referred to locally as the “bayou boys” as an homage to the first restaurant they opened together, have been moving full speed ahead since 2012. In just four years, they opened two very successful restaurants (The Bayou & Grain.) and an impressive bottle shop (Cork & Cage), which features some of the most soughtafter brews in the beer world. And they have two more restaurants in the works! Heady Times got to chat with Taylor and Faraz Afshar, beer manager for all establishments, to find out how they’ve achieved such incredible success so far and a little more about the identity of Grain.

From left to right, Morris “Mo” Taylor, Faraz Afshar and Cristian Duarte. Photo credit: Peter Gourniak

HT: Some might say opening four restaurants and a bottle shop within the span of four years is crazy. How do you manage it all?

MT: It’s 100% the staff, that’s the perfect way to put it. All of us in management have known and worked with each other for 10+ years and we’ve always talked about opening something together. Because we already work well together, it gives us the opportunity to focus on hiring quality bartenders and servers.

HT: How did you decide on the location and atmosphere of Grain.?

MT: We had our eye on the revitalization going on in downtown Allentown and we knew we wanted to get involved at some point. The process of getting into a blank space and envisioning and creating everything is so exciting, and for Grain. we wanted it to be about great food, beer and cocktails. Hence the name.

HT: How does beer fit in with the identity of Grain.?

FA: The tap lineup consists of 24 diverse craft beers, all of which are selected to work with the menu. We also occasionally offer beer cocktails and we had a beer versus wine dinner during Lehigh Valley Beer Week, which was a huge hit. We paired a five course meal with five different beers and wines, and then everyone voted on which they thought paired better with each course. Four out of five courses had beer as the winner.

The event was eye-opening for all the guests; we had beer-drinkers who realized they enjoy wine and wine-drinkers who realized they enjoy beer.

HT: A large quantity of craft options can be overwhelming or intimidating for some customers, how do you help those who aren’t sure what to choose?

FA: I love training our bartenders on our selection or talking to a table with questions. I’ve had a customer say, “Nowadays, you need a PhD for beer!” and I said “It’s okay, I’m Dr. Faraz….” But really, my favorite thing in the world is when I can get a 70-year-old grandfather who normally only drinks a premium light beer to try something like Lagunitas Little Sumpin’ Sumpin’ and they say, “Hey, this is pretty good!”

grainallentown.com • 536 W Hamilton St., Allentown, PA • (484) 221-9465 4

HeadyTimes v.16 www.allstardistributing.net

NewPRODUCTS Smirnoff Spiked Sparkling Seltzers New Smirnoff Spiked Sparkling Seltzers are a delicious blend of crisp, refreshing taste and bubbly carbonation.

Available in Watermelon, Cranberry Lime and Orange Mango flavors, these spiked seltzers are infused with natural fruit essence, purified water and no added sugar or sweeteners for a sophisticated adult beverage with only 90 calories per 12 oz. can.

Smirnoff Cranberry Lime Spiked Sparkling Seltzer Sweet and tart cranberry notes mix with an authentic squeeze of fresh lime in this sparkling seltzer. ABV: 4.5% Package: 12 oz. slim cans only Availability: Now, year-round in Berks and Lancaster Counties

Smirnoff Watermelon Spiked Sparkling Seltzer This spiked seltzer has an authentic ripe watermelon profile with sweet, juicy red notes in the background. ABV: 4.5% Package: 12 oz. slim cans only Availability: Now, year-round in Berks and Lancaster Counties

Smirnoff Orange Mango Spiked Sparkling Seltzer Ripe, aromatic mango notes meld with a pleasant twist of orange in the background of this citrusy spiked seltzer. ABV: 4.5% Package: 12 oz. slim cans only Availability: Now, year-round in Berks and Lancaster Counties

Smirnoff Spiked Sparkling Variety Pack Enjoy all three Smirnoff Spiked Sparkling Seltzers – Cranberry Lime, Watermelon and Orange Mango – in one convenient mix pack! Availability: Now, year-round in Berks and Lancaster Counties

Evil Genius O’Doyle Rules Previously available seasonally, O’Doyle Rules will be available year-round soon! Falling somewhere between a pale ale, session IPA, hoppy blonde ale and American wheat ale, this approachable and highly drinkable golden ale is sure to tantalize the taste buds of both lupulin addicts and the hop shy alike. The use of malted oats and wheat give the beer a distinct creaminess, adding to the overall drinkability of the beer. For the hops, Evil Genius chose a blend of their favorite American varieties, Simcoe and Amarillo, carefully balanced to create an aromatic, juicy, refreshing experience, with notes of peach, mango, clementine, fresh baked bread and lemon zest. Think you don’t like hoppy beers? Try this Almost IPA – a hoppy beer for everyone.

ABV: 5.5% Packages: 12 oz. bottles and draught Availability: Year-round, beginning in November in Berks, Lancaster, Lehigh and Northampton Counties

Shiner Homespun Cream Ale Cream Ale is inspired by classic American recipes, and is homespun in Shiner, Texas. It’s brewed with an extra helping of specialty wheat malt to give it a velvety smooth, creamy mouth feel.

Pale gold in color, Homespun is a sessionable go-to brew with a crisp, refreshing finish.

ABV: 5% Packages: 12 oz. bottles and draught Availability: Year-round beginning in late October in Berks, Lancaster, Lehigh and Northampton Counties

Long Trail Citrus Limbo Forbidden fruit is within reach in this grapefruit and tangerine infused take on Long Trail’s mouthwatering Limbo IPA. It’s dry-hopped with Galaxy and Mosaic hops for an added citrus punch. ABV: 7.6% Package: 12 oz. bottles only Availability: Now, year-round in Berks, Lancaster, Lehigh and Northampton Counties

Seagram’s Escapes Ruby Red Crush Ruby Red Crush is inspired by sweet pink grapefruit, bursting with bright, juicy flavor.

ABV: 3.2% Package: 11.2 oz. bottles only Availability: MidOctober in Berks and Lancaster Counties www.allstardistributing.net HeadyTimes v.16

5

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.

Leinenkugel’s Cranberry Ginger Shandy Cranberry Ginger Shandy combines refreshing wheat beer with cranberry and a hint of ginger.

Cranberries provide both sweet and tart characteristics. Hints of candied orange peel and a delicate ginger spice also weave throughout the beer. Sweetness lingers into the finish but is then slowly replaced by a pleasant bready malt profile and pleasing dryness. Cranberry Ginger Shandy can be paired with honey-glazed ham, brie cheese or a green salad with tart vinaigrette dressing. ABV: 4.2% Packages: 12 oz. cans, 12 oz. bottles and draught Availability: November in Berks and Lancaster Counties

Leinenkugel’s Bavarian Dunkel Bavarian Dunkel is a medium-bodied dark lager with notes of cocoa, toasted malt and mild winter spices that blend perfectly with a hint of berries. Its rich taste and clean finish make it a great addition to a winter day by a fire. Bavarian Dunkel’s malt-forward flavor make it an ideal pairing for hearty and savory foods like spinach and artichoke dip, pot stickers, beef stroganoff, grilled chicken, roasted pork, berry cobbler, Black Forest cake and tiramisu. ABV: 5.5% Packages: 12 oz. cans, 12 oz. bottles and draught Availability: November in Berks and Lancaster Counties 6

HeadyTimes v.16 www.allstardistributing.net

Leinenkugel’s Winter Explorer Pack The Winter Explorer Pack includes: Bavarian Dunkel, Cranberry Ginger, Snowdrift Vanilla Porter and Northwoods Lager, offered for a limited time in the variety pack.

Northwoods Lager was originally introduced in 1986 and quickly became a fan favorite.

From a blend of four different barley malts and American hops, this balanced American lager has a smooth flavor and a touch of citrus and floral notes for a clean finish. Availability: November in Berks and Lancaster Counties

Leinenkugel’s Winter Shandy Sampler Leinenkugel’s Winter Shandy Sampler includes four seasonal shandys to quench your thirst this season: Ginger Shandy, Spiced Pear Shandy, Cranberry Ginger Shandy and Cocoa Shandy. Availability: November in Berks and Lancaster Counties

Blue Moon Cappuccino Oatmeal Stout Cappuccino Oatmeal Stout is aged with decaf coffee and cocoa powder. The fresh-roasted coffee notes are balanced by the addition of Belgian dark candi sugar for a subtle sweetness. Oats and rice give this seasonal stout a nice coffeewith-cream appearance and taste. Try it with corned beef, barbecued ribs, chocolate truffles or coffee cake. ABV: 5.9% Packages: 12 oz. bottles and draught (also available in the Blue Moon Winter Brewmaster Sampler Pack) Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Blue Moon Winter Brewmaster Sampler The Winter Brewmaster Sampler features four Blue Moon beers, perfect for the holiday season: Cappuccino Oatmeal Stout, Cinnamon Horchata Ale, Belgian White Belgian-Style Wheat Ale and Cocoa Brown Ale Brewer’s Select. Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

SeasonalSELECTIONS Yuengling IPL

Guinness Rye Pale Ale

A truly unique brew, Yuengling IPL (India Pale Lager) is bursting with complex hop notes like an IPA but with a well-balanced lager base that allows the Bravo, Belma, Cascade and Citra hops to shine. ABV: 5% Packages: 12 oz. bottles and draught Availability: November in Berks County

Last December, a few brewers at The Open Gate Brewery got together and made Rye Pale Ale as a holiday gift for their colleagues, friends and families. Everyone liked it so much that they put it on tap at the brewery, where it’s been getting rave reviews. They’ve moved production to the big brew house and will now share it with everyone! The rustic, spicy character of the rye grain gives this amber ale a peppery bite, balanced with citrus and grapefruit from the Mosaic and Cascade hops.

ABV: 5% Package: 11.2 oz. bottles only Availability: Now, in limited quantities in Berks and Lancaster Counties

Yuengling Variety Pack Bring the Yuengling family of beers to every holiday celebration! Once again, Yuengling will be releasing their popular variety pack this year.

The package itself boasts bold, bright colors to catch the consumer’s eye and makes for attractive holiday displays. Included in the mix are: Yuengling Lager, Light Lager, Black & Tan and Lord Chesterfield Ale. The assortment of styles is sure to satisfy the tastes of all your customers.

Availability: Now! in Berks County

Mike’s Hard Chilled Cherry Lemonade Mike’s Hard Chilled Cherry Lemonade jumps off the shelf with its vivid red color and slightly cloudy appearance. Like all Mike’s Hard Lemonade flavors, Chilled Cherry has a very fresh and natural aroma. In this instance it’s a sweet, cherry aroma with hints of almond and vanilla. The taste is clean, refreshing and very sessionable – not syrupy – with fresh, ripe cherry notes. ABV: 5% Package: 11.2 oz. bottles only Availability: Now! in Berks, Lancaster, Lehigh and Northampton Counties

Long Trail Winter Survival Pack No standout moment or peak experience is complete without a couple of tasty beers at the end. Long Trail put this variety pack together to fuel your next adventure.

Included in this year’s pack are: Long Trail Ale, Green Blaze IPA, Double Bag and Flyin Ryan IPA. Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Guinness Draught Gilroy Cans Guinness continues to spotlight their history and heritage this season with limited edition Gilroy cans.

The special collectible cans celebrate the famed Guinness campaigns of the ’30s, ’40s and ’50s created by artist John Gilroy. Availability: November in Berks and Lancaster Counties

Shiner Holiday Cheer This holiday dunkelweizen practically unwraps itself with hints of Texas peaches and pecans. Caramelized malts give this seasonal brew a uniquely rich malt body that’s perfect for the holidays. ABV: 5.4% Packages: 12 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Shiner Texas Warmer Warmer winters are pretty common for the “Little Brewery” in Shiner, TX. Winter warmers, not so much. This style is a Shiner first and has a complex, rich and sweet flavor courtesy of Chinook hops and dark, roasty malts. ABV: 6.8% Package: Draught only (bottles will be available for the season in the Shiner Family Reunion Variety Pack) Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

www.allstardistributing.net HeadyTimes v.16

7

SeasonalSELECTIONS Jolly Traveler Winter Shandy

Samuel Adams Winter Lager

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: November in Berks, Lancaster, Lehigh and Northampton Counties

Sam Adams Winter Lager is a spiced wheat bock brewed with fresh ground cinnamon, ginger and orange peel. The Samuel Adams brewers searched the world for Winter Lager’s spices, trying dozens of cinnamons before landing on a blend from Southeast Asia. Unlike the more common varieties, this blend contains Indonesian and Vietnamese cinnamons, which offer just the right warming spice to complement the beer without overpowering it.

Winter Lager is brewed with five malts balanced

by Hallertau Mittelfreuh and Spalt Spalter Noble Hops. Its deep, smooth flavor and malty finish make this beer ideal for enjoying on cold winter nights. ABV: 5.6% Packages: 12 oz. cans, 12 oz. bottles and draught (also available in the Winter Classics Variety Pack) Availability: November in Berks, Lehigh and Northampton Counties

Travelers Winter Variety Pack The Travelers Winter Variety Pack includes: Grapefruit Shandy, a deceptively delicious wheat beer made with real grapefruit; Jolly Traveler Winter Shandy, a wheat beer made with real orange, pomegranate and holiday spices; Honey Ginger Shandy, a bright, vibrant wheat beer brewed with real ginger and clover honey that delivers the perfect balance between sweet and spice and EuroDiesel Traveler Cola Shandy, an American wheat ale brewed with traditional cola flavors for a delicious drinking experience that will have you cruising down the road to refreshment. 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 a big spice character that comes to life at first sip.

ABV: 6.9% Package: Draught only Availability: November in Berks, Lehigh and Northampton Counties

Coney Island Winter Variety Pack The Coney Island Winter Variety Pack includes: Island Lager, a classic, dry-hopped American lager with a complex, malty backbone; Mermaid Pilsner, a lightbodied, crisp drinking, nicely hopped lager; Overpass IPA, a deep golden, richly aromatic IPA with big, juicy citrus and tropical hop aromas and The Plunge, a slightly hazy, golden, Belgian-style ale with a big, citrus aroma, a full body and a big spice character.

Availability: November in Berks, Lehigh and Northampton Counties 8

HeadyTimes v.16 www.allstardistributing.net

Samuel Adams White Christmas White Christmas is a refreshing, unfiltered white ale brewed with cinnamon, nutmeg and orange peel to create a distinct spicy and citrusy character. The combination of wheat, German pilsner malts and Sam Adam’s 2-row pale malt creates a medium-bodied brew with slight sweetness and crisp cereal notes from the wheat that is balanced by subtle, citrusy notes from Spalt Spalter Noble hops. ABV: 5.8% Package: 12 oz. bottles only Availability: November in Berks, Lehigh and Northampton Counties

Samuel Adams Winter Classics Variety Pack The Winter Classics Variety Pack delivers on holiday flavors to complement many different holiday activities. Included in the wintry mix are: Boston Lager, a perfectly balanced, complex and full-bodied brew; Winter Lager, a bold, rich lager with a touch of holiday spice; Old Fezziwig, a fullbodied brown ale made with a blend of traditional “wassail” spices; Ginger Beer, a crisp beer that emits subtle hints of citrus with a lingering ginger note and slight spiciness; Hopflake White IPA, a medium-bodied wheat IPA with delicate notes of honey and sweet lemon that complement a bold citrus profile and Chocolate Bock, a smooth, rich, dark beer with a robust flavor and creamy texture of chocolate. Availability: November in Berks, Lehigh and Northampton Counties

SeasonalSELECTIONS

Twisted Tea Frosted Cherry

Frosted Cherry is smooth and refreshing with a real iced tea taste and deep, fruity black cherry notes, perfect for the winter months. ABV: 5% Package: 12 oz. bottles only Availability: Now! in Berks, Lehigh and Northampton Counties

Stoudts Vanilla Porter This rich, full-bodied porter was brewed using several types of specialty malts to give it a deep dark color. The use of whole vanilla beans in the brewing process lends to its wonderful flavor profile and delicate sweetness.

ABV: 6% Package: Draught only Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Stoudts Smooth Hoperator This medium-bodied, copper-colored strong lager is in a class all by itself. It has a delicate, malty palate up front, which is abruptly overshadowed by a dominating hop presence. ABV: 7% Packages: 12 oz. bottles and draught Availability: Mid-December in Berks, Lancaster, Lehigh and Northampton Counties

Stoudts Fall/Winter Seasons Mix Stoudts Fall/Winter Seasons Mix is an assortment of beers for cool and cold weather enjoyment. The beers in this mix are handselected by Stoudts brewers and showcase some of the highlights of these seasons.

These beers range in color from amber to almost black from the use of toasted caramel and roasted black malts. These specialty malts give these beers a full character with flavors ranging from slightly sweet to rich and roasted. Whether you’re sitting outside enjoying a mild fall day, or relaxing by a fire on a snowy winter night, these beers are fullbodied and hearty to help keep you warm and toasty.

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

Corsendonk Christmas Ale Corsendonk Christmas Ale is a rich, dark, joyous brew with which to celebrate 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 lightly tart and malty. Round and well-balanced, it’s a welcome addition for holiday tables and beyond. ABV: 8.5% Packages: 11.2 and 25 oz. bottles, draught and gift packs Availability: November in Berks, Lehigh and Northampton Counties

Flying Fish Grand Cru Grand Cru is a wonderfully drinkable Belgian strong golden ale with a complex body, strong malt flavors, a spicy hop presence and a soothing alcohol warmth.

ABV: 6.9% Packages: 12 oz. bottles and draught Availability: Now! in Lancaster, Lehigh and Northampton Counties

Flying Fish Exit Series Variety Pack This year’s Exit Series Variety Pack brings two prior Exit Series beers out of retirement: Exit 6 Wallonian Rye, a beautiful Belgian-style ale and Exit 13 Chocolate Stout, brewed with Belgian chocolate.

Rounding out the lineup are Exit 4 American Trippel and Exit 16 Wild Rice Double IPA. Availability: Now! in Lancaster, Lehigh and Northampton Counties

Firestone Walker Velvet Merlin Velvet Merlin is a decadent oatmeal stout that will warm your innards on a cold winter night.

It offers robust cocoa and espresso aromas with subtle American hop nuances. Rich, dark chocolate and roasted coffee flavors accentuate a creamy mouth feel and dry finish to create perfect balance in this fullbodied stout. ABV: 5.5% Package: 12 oz. bottles only Availability: Mid-October in Berks, Lancaster, Lehigh and Northampton Counties www.allstardistributing.net HeadyTimes v.16

9

SeasonalSELECTIONS Magic Hat Winter Mingle Winter Mingle is a stout whose malts mingle with a touch of vanilla and notes of dark chocolate.

ABV: 5.8% Packages: 12 oz. bottles and draught Availability: November in Lancaster, Lehigh and Northampton Counties

Magic Hat Winterland Offering a wintry mix of fond flavors revived and new gifts alike, Winterland is a variety pack that has something for every climate. Whether you’re slope side apres-ski or pool side in the shade of a palm tree, Magic Hat’s Winterland brings you a piece of the full Vermont experience.

This year’s mix includes: #9, Winter Mingle, Fat Angel and Demo. Availability: November in Lancaster, Lehigh and Northampton Counties

Magic Hat CANtastic Variety Pak Magic Hat’s CANtastic Variety Pak is an ever-changing lineup you can enjoy wherever your dancing, grooving spirit takes you. The winter edition includes: Low Key, #9 and Single Chair. Availability: Now! in Lancaster, Lehigh and Northampton Counties

Lindemans Gift Box New for 2016, the Lindemans Gift Box contains 25.4 oz.

(750 ml) bottles of Lindemans Framboise (Raspberry) Lambic and Lindemans Pêche (Peach) Lambic – the beautiful wildfermented ales from Belgium’s Senne River Valley. Each bottle is embossed with the brewery logo, closed with a cork and crown, and finished with a foil capsule. Two gold-rimmed stemmed flute glasses, with full color logos, are also included in the set. The box is full color with a big die-cut to show the bottles. Each case includes four gift boxes. Availability: November in Berks, Lehigh and Northampton Counties 10 HeadyTimes v.16 www.allstardistributing.net

Coronado Snowy Plover Like the San Diego shorebird flying in and out of the waves, you too will keep coming back for more of this hardy winter IPA. Medium-bodied and slightly red in color from the use of caramel malts, this IPA is filled with bright pine and citrus notes, balanced by a firm malt backbone.

ABV: 6% Packages: 12 oz. bottles and draught Availability: November in Berks, Lehigh and Northampton Counties

Great Lakes Ohio City Oatmeal Stout Oh, what fun it is to ride through a flurry of flaked oats o’er a field of rich roasted malt flavors! Smooth and creamy, this mediumbodied 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

Great Lakes Christmas Ale 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. ABV: 7.5% Packages: 12 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Great Lakes Blackout Stout Pitch-dark and rich, Blackout Stout is kindled with black malt and roasted barley, and illuminated by flickers of bitter hops. ABV: 9% Packages: 12 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

SeasonalSELECTIONS Samuel Smith’s Winter Welcome Ale

The 2016-2017 release of Winter Welcome is the 27th year for this classic, the first imported winter seasonal beer sold in the U.S. This year the label art is a couple pulling a holiday cracker or Christmas cracker (sometimes known as a bon-bon), a fun tradition that started in England over 150 years ago. Winter Welcome is honeyamber in color with a creamy head of small bubbles, a floral aroma and delicious caramel malt flavor with great finesse and a fruity note in the finish from fermentation in open-topped stone Yorkshire Squares. ABV: 6% Packages: 12 and 18.7 oz. bottles Availability: November in Berks, Lehigh and Northampton Counties

Samuel Smith’s Gift Box The Samuel Smith Gift Box contains 18.7 oz. “Victorian Pint” bottles of Samuel Smith’s Oatmeal Stout, almost opaque deep brown color, this beer has a gentle roasted barley aroma, an unusually silky texture and a complex, medium-dry velvet palate with enticing fruitiness; India Ale, an authentic IPA from the nation that invented the style, India Ale has a restrained maltiness and an emphasis on the aroma and flavor of hops from England’s finest farms and Organic Chocolate Stout, a full-bodied stout with a roasted barley flavor and fruity notes from the Samuel Smith yeast strain – all supported by a lush chocolate aroma, taste and finish. Each case includes four gift boxes.

Availability: November in Berks, Lehigh and Northampton Counties

Narragansett Autocrat Coffee Milk Stout The perfect beer for brunch, Autocrat Coffee Milk Stout is a collaboration between an iconic Rhode Island beer and the region’s most beloved coffee company, Autocrat.

Dark and delicious, Autocrat coffee lends its profile to a bittersweet milk stout. Flavors of roasted barley, chocolate malt and rich crystal malt are complemented by the milk sugar, and balanced with the perfect touch of hops. ABV: 5.3% Packages: 16 oz. cans and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Evil Genius Santa!! I Know Him! Santa!! I Know Him! is a holiday saison brewed with rose hips, chamomile, black currants and dark Belgian candi syrup. Deep, complex and intriguing, this bone-dry Belgian-style 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: November in Berks, Lancaster, Lehigh and Northampton Counties

Evil Genius Han Shot First Han Shot First is Evil Genius’s American double IPA hopped with Amarillo, Warrior and Chinook hops. This is their brightest, most intense, aromatic, hoppy beer to date.

American 2-row barley and British malted oats provide a soft, clean, full-bodied mouth feel, allowing the hops to steal the show. Big, Graphic was not available bold, hoppy notes of mango, at the time of print lemon, fresh cut grass and peach shine through with almost no bitterness whatsoever.

ABV: 8.5% Packages: 12 oz. bottles and draught Availability: December in Berks, Lancaster, Lehigh and Northampton Counties

Evil Genius I’ll Have What She’s Having An Imperial stout made with chocolate and hazelnut, I’ll Have What She’s Having is a strong, dark beer that only Evil Genius could come up with. This rich, creamy, over-thetop stout has layered flavors of roasted barley, molasses, chocolate, caramel and hazelnut. Not too heavy on the palate and with a surprisingly dry finish, this sturdy yet drinkable stout is perfect for the winter months. Note: Evil Genius is not responsible for any inappropriate orgasmic outbursts after drinking this beer. ABV: 9.4% Packages: 12 oz. bottles and draught Availability: Late December in Berks, Lancaster, Lehigh and Northampton Counties

www.allstardistributing.net HeadyTimes v.16 11

SeasonalSELECTIONS

Peak Organic Winter Session Ale

This winter wheat beer uses dark malting to provide subtle, toasty notes. It is then singlehopped and dry-hopped with Citra hops from New England. Interesting pineapple notes from the Citra hop provide a stark contrast to the toasty notes in the body. This is an engaging and sessionable winter seasonal.

ABV: 5% Packages: 12 oz. cans, 12 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Peak Organic Oak Aged Mocha Stout

Stegmaier Winter Warmer Stegmaier Winter Warmer is a fullbodied Olde World ale that boasts a deep copper color from its specialty caramel malts along with copious amounts of hops to balance the sweetness. With its spicy cinnamon raisin toast flavor and high alcohol, there’s no better way to warm up on those chilly winter evenings.

ABV: 7.8% Packages: 12 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Stegmaier Porter

For this extravagant, immoderate beer, Peak mixed together three of their favorite things – beer, chocolate and coffee. A rich stout serves as a backbone, with organic black malt and chocolate malt providing a luscious foundation. During the boil, artisan chocolate from Taza is added. During conditioning, Irving Farms coffee is added. Then, this concoction is oak-aged, resulting in soft vanilla notes.

ABV: 8.4% Package: Draught only Availability: December in Berks, Lancaster, Lehigh and Northampton Counties

Stegmaier Porter is brewed with a combination of domestic six-row barleys and various roasted malts.

This timeless brew is accented with a combination of Tettnang and Cascade hops. Fermented at high temperatures with in-house ale yeast, the final product releases a roasted aroma with faint hop overtones. The flavor presents a grainy, slightly burnt malt background. It delivers notes of dark chocolate, accented with a slight coffee bitterness to round out the flavor.

Stegmaier Porter is opaque brown in color and boasts a full, creamy head.

ABV: 5.6% Package: 12 oz. bottles only Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Crystal Ball Black Magic

Crystal Ball Cold Weather Wheat

Black Magic is an Imperial oatmeal stout with loads of roasted notes and oatmeal goodness. The addition of rolled oats creates an added amount of body and creaminess in the mouth feel. The black coffee and chocolate notes are subtle and smooth, making this a well-rounded stout with a warming side. ABV: 11% Packages: 16 oz. cans and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Cold Weather Wheat is a black wheat ale inspired by cold winter nights. The addition of real cranberries creates an exciting new style of beer for the winter months. Tart cranberry flavor from the first sip is complemented by the light body of the 2-row and wheat malt and then washed out with smooth roasted notes followed by a deep chocolate finish. ABV: 8% Packages: 16 oz. cans and draught Availability: Now! in Berks, Lancaster, Lehigh and Northampton Counties

12 HeadyTimes v.16 www.allstardistributing.net

SeasonalSELECTIONS Heavy Seas Below Decks From the depths of the Heavy Seas ship comes Below Decks English-style barley wine.

Aged for a full year in red wine barrels, this palate punisher has enough firepower to keep your crew satisfied for the duration of the winter excursion. The beer is opulently rich, malty and nuanced with notes of dried cherries and subtle oak. See why some of the greatest things come to those who wait. ABV: 10% Packages: 22 oz. bottles and draught Availability: Limited quantities in November in Berks, Lehigh and Northampton Counties

Heavy Seas Partner Ships with Stone Brewing Imperial Brown IPA Brewed with Blackstrap molasses in the kettle, chewy malt character supports layers of American hop mayhem (they are playing with Stone after all). This is a burly, palate-obliterating Imperial brown IPA! ABV: 9% Packages: 22 oz. bottles and draught Availability: Limited quantities in November in Berks, Lehigh and Northampton Counties

Heavy Seas Winter Storm Imperial Extra Special Bitter (ESB) Winter Storm may be Heavy Seas Founder Hugh Sisson’s favorite beer in the brewery’s portfolio. This winter ale draws on hops from the West Coast and the UK for its pronounced bitterness. A mix of pale and darker malts give it its tawny color and bigger body. True to the style, Winter Storm has an aroma of nutty malts and earthy hops. Due to its warming qualities, this is the perfect winter beer.

ABV: 7.5% Packages: 12 oz. bottles and draught Availability: Now! in Berks, Lehigh and Northampton Counties

Woodchuck Gumption Late Show Cinnaster Clown Step right up! The late show is open.

Woodchuck’s mad genius Cider Makers present Cinnaster Clown, a mischievous prankster with spicy cinnamon notes and a bold finish. Step right up if you dare!

ABV: 5.5% Packages: 12 oz. bottles and draught Availability: November in Berks and Lancaster Counties

Heavy Seas “21” Anniversary Ale To celebrate their 21st anniversary, Heavy Seas created a rye Imperial ESB brewed with imported UK malt, local Domino brown sugar, a powerful English ale yeast and a blend of herbaceous British hops (to the tune of 65 IBUs). 21 was aged for sixty days in locally-sourced, single-use, Sagamore Spirit rye whiskey barrels. ABV: 10.5% Packages: 22 oz. bottles and draught Availability: Limited quantities in December in Berks, Lehigh and Northampton Counties

Woodchuck Winter Chill 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: November in Berks and Lancaster Counties

www.allstardistributing.net HeadyTimes v.16 13

SeasonalSELECTIONS Harpoon Winter Warmer A touch of cinnamon and nutmeg give this full-bodied ale its festive flavor. Fitting for a season steeped in tradition, this classic winter ale is ready for revelry – especially now in its new duds. ABV: 5.9% Packages: 12 oz. bottles and draught Availability: November in Berks County

Harpoon ’Tis the Seasonal Winter Mix Pack This holiday party in a box contains four Harpoon favorites: IPA, Sweet Spot, Winter Warmer (with a new look!) and Vanilla Bean Porter. Winter just got a little warmer!

Availability: November in Berks County

Saranac Year in Review Best Of 2016 Variety Pack Part of Saranac’s 12 Beers series, the Year in Review Best of 2016 Variety Pack consists of four of Saranac’s best performing styles of 2016: Clementine Pale Ale, Cold Brew Coffee Lager, Hoppy Hour Hero and Bavarian Pils.

Availability: November in Berks and Lancaster Counties

Weyerbacher QUAD Warming and full-bodied with a malt backbone and notes of raisin, fig, plum and caramel, this Belgianstyle quadruple is elegant, dark and rich with complexity and flavor.

ABV: 11.8% Packages: 12 oz. bottles and draught Availability: November in Lehigh and Northampton Counties

Weyerbacher Heresy Heresy is Weyerbacher’s (retired) Old Heathen aged in oak bourbon barrels. The aroma is filled with vanilla, cocoa and roasted coffee with notes of oak, whiskey, roasted barley and vanilla. ABV: 8% Packages: 12 oz. bottles and draught Availability: Very limited quantities in December in Lehigh and Northampton Counties

Weyerbacher Berry Monks A variation of Weyerbacher’s classic Belgian triple Merry Monks, Berry Monks is brewed with cranberries, orange peel and ginger. This ale is ripe with apple and pear notes, which blend nicely with the tartness of the cranberries, Graphic was not available at the time of print the citrus twist of the orange peel and the touch of ginger. It’s great on its own or paired with your favorite holiday dish.

ABV: 9.3% Packages: 12 oz. bottles and draught Availability: Limited quantities in November in Lehigh and Northampton Counties

Spring House Kerplunk!

Kerplunk! Imperial Chocolate Stout is named for the delicious sound made as large amounts of chocolate nibs and west coast hops are added directly into the simmering brew kettle. This hefty, black Imperial-style stout boasts a rich caramel sweetness, lavished by a robust, deep-roasted heartiness you can sink your two front teeth into. The bold flavors found in Kerplunk! are produced using a generous blend of roasted barley, crystal malts and locally-made chocolate. The resulting brew exhibits a deliciously complex and unique profile of subtle mocha coffee and intense chocolate, balanced nicely by the underlying roasted hop bitterness.

ABV: 9% Packages: 20 oz. cans and draught Availability: November in Lancaster, Lehigh and Northampton Counties 14 HeadyTimes v.16 www.allstardistributing.net

SeasonalSELECTIONS Lagunitas High West-ified Imperial Coffee Stout

This purely barrel-aged beast couldn’t have been made without the High West Distillery in Park City, UT and Chicago’s Metropolis Coffee Co. This rich, malty Imperial stout is brewed with some Spice Island coffee beans, then barrel-aged in High West rye and bourbon barrels for 3, 6, and 12 months. Lagunitas says… it’s good to have friends. ABV: TBD Packages: 12 oz. bottles and draught Availability: December in Lehigh and Northampton Counties

Lagunitas Sucks Ale Holiday Packaging Year-round favorite Lagunitas Sucks will be available for a limited time with a holiday label and 12 pack holiday packaging complete with a to/from gift tag! Sucks is a ‘cereal medley’ of barley, rye, wheat and oats. It’s full of ‘complexishness’ from the four grains, then joyously dry-hopped for that big aroma and resinous flavor. ABV: 8% Package: 12 oz. bottles only Availability: Holiday packaging is available in October in Lehigh and Northampton Counties

Dogfish Head World Wide Stout World Wide Stout is dark, rich, roasty and complex, lingering somewhere beyond the limits of the average beer. WWS is brewed with a ridiculous amount of malted barley and a butt-load of roasted specialty malts. With tender love and care, this beer is fostered from smooth, sweet wort into the big, bad, blackened stout it always longed to be. With its bold port-like complexity, it goes great with (or as) dessert! ABV: 15-20% Packages: 12 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Dogfish Head Pennsylvania Tuxedo A spruce-infused pale ale, Pennsylvania Tuxedo pays homage to the flannel-suited hunters and gatherers who dwell deep in the backcountry of north central PA. Brewed in collaboration with family-run outdoor clothing company Woolrich, Pennsylvania Tuxedo has a grassy citrus kick complemented by the resinous conifer notes of fresh green spruce tips. A dry yet doughy malt backbone lets the hops and spruce shine, while still balancing out the bitterness, making this one an easy sipper.

ABV: 8.5% Packages: 12 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

Dogfish Head Beer for Breakfast

Lagunitas Brown Shugga’ This winter seasonal falls into the realm of “Dangerously Slammable” and irresponsible.

Brown Shugga... how come you taste so good? ABV: 9.8% Packages: 12 oz. bottles and draught Availability: Now! in Lehigh and Northampton Counties

This stout is tricked out with all sorts of breakfast ingredients including Guatemalan Antigua cold press coffee, maple syrup harvested from Western Massachusetts and for the quintessential Delaware breakfast touch – Rapa Scrapple and their secret blend of spices. 2-row Applewood smoked barley, Kiln coffee malt, flaked oats, roasted barley and caramel malt along with additions of molasses, milk sugars (lactose), brown sugar and roasted chicory lay the foundation for this malty, breakfast-themed concoction.

Enjoy huge notes of coffee in the nose and savory layers in the flavor. ABV: 7.4% Packages: 12 oz. bottles and draught Availability: November in Berks, Lancaster, Lehigh and Northampton Counties

www.allstardistributing.net HeadyTimes v.16 15

Programs Redd’s Holiday During the holiday season, occasions and parties with family and friends require a variety of beverage offerings. For Redd’s, ’tis the season to Pick Different. High ABV FMBs have been growing faster than any other drink segment in convenience stores and faster than almost every segment in general.

Redd’s will feature holiday-themed POS materials for the season, including a holiday-bow pole topper. The brand is offering display instructions and guidelines featuring the holiday pole topper along with a “plus-up” option for the existing apple floor display.

Miller High Life New Year’s Eve Miller High Life helps consumers celebrate the richness of life – not tangible items, but experiences, moments and places. Miller High Life will showcase this at the end of the year, once consumers have accumulated a year’s worth of “riches.”

The brand will help consumers celebrate by leveraging the Miller High Life “Champagne of Beers” positioning to drive relevancy during a traditional wine, champagne and spirits occasion on-premise. New tools including a Miller High Life-branded champagne bucket, coasters and table tents will be offered.

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 mid-November through December. The holidays are 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 holiday-themed Miller Lite ugly sweaters and knit beverage wraps.

Miller Lite will also offer holiday wrapping paper. The wrapping paper will be available on a take-one display that complements the ugly sweater display.

16 HeadyTimes v.16 www.allstardistributing.net

Programs

Guinness Half & Halfs is a program that provides tools and support to help you drive more sales and profit by giving your customers delicious and great-looking combinations.

Throughout November, Guinness is encouraging bartenders and consumers to explore new possibilities by mixing Guinness with other best-selling/local brews. Tools will be available to feature custom “Half & Halfs” as specials and/or during happy hour. Digital assets will allow you to create menus, custom posters and table tents to promote your Half & Halfs. Encourage your guests to make suggestions and “co-create” with your bartenders. Create names for your favorites to make them unique to your account.

Guinness will help commemorate all of the special bonds and traditions this holiday season by encouraging friends and family to “cheers” with an iconic Guinnessengraved pint glass.

Thematic POS for off-premise accounts who display the Guinness portfolio, will encourage consumers to “claim” their own etched Guinness glass via text, which will also enter them for a chance to win a trip to Ireland! When consumers come together to enjoy the finer things this holiday season, enhance their celebrations with Guinness.

Catch the Christmas Ale Spirit with Great Lakes How do you get into the Christmas Ale spirit? Upload a picture of your festive preparations or tag it with #ChristmasAleSpirit on Twitter, Instagram or Facebook to enter.

Weekly presents will be gifted all season long from October 27th through December 31st.

Learn more and submit a photo at GreatLakesBrewing.com/ ChristmasAleSpirit.

Harpoon Helps Spread Holiday Cheer This December, Harpoon Brewery’s community service program, Harpoon Helps, will be spreading holiday cheer throughout the east coast with the 13th 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. Harpoon Helps volunteers will decorate locations in Philadelphia, Portland, Providence, Manchester, Hartford, the Upper Valley, Worcester, Albany and several locations in Boston. www.allstardistributing.net HeadyTimes v.16 17

Programs #YuenglingTraditions This holiday season, from November 1st through December 31st, Yuengling fans will be asked to share their #YuenglingTraditions for a chance to win their very own “Yuengling wish list”. Whether it’s an ugly sweater party or an afternoon of tree decorating, consumers can share their holiday traditions, through words or pictures, on social media for a chance to win a $500 Yuengling.com gift card or a Yuengling mug gift set.

Fans can enter to win on Yuengling. com, Facebook, Twitter or Instagram using #YuenglingTraditions.

Yuengling IPL Untappd Sweepstakes This winter, Yuengling is running an IPL sweepstakes on Untappd (a social network for beer enthusiasts). Consumers will check in to IPL at an on-premise account in December and unlock a Yuengling IPL badge within the app. In January, if a fan checks in three times while drinking an IPL, they will unlock Yuengling rewards!

Spread Holiday Cheer with Heineken This year, Heineken is celebrating the holidays by spreading cheer and sharing beer. Heineken has partnered with Shazam® to give consumers the opportunity to Shazam their Heineken and be entered to win Uber rides or gift cards. Consumers will also receive discounts on Heineken and witty, holiday-related tips and content that they can share with family and friends.

This program will be backed by digital media and POS for the on and off-premise. Heineken is owning the “cheers” this season.

18 HeadyTimes v.16 www.allstardistributing.net

Programs

Modelo Dia de los Muertos In 2015, the success of Modelo’s Dia de los Muertos program helped drive Modelo’s on-premise retail sales +36% versus the prior year, making it the #1 dollar share gainer in the industry during the promotional period. For 2016, Modelo is renewing its partnership with Dia de los Muertos artist Steve Simpson to create all new authentic POS elements for the on and off-premise channels such as altars, skulls and marigolds, making it a more intriguing and unique time to celebrate with Modelo Especial.

Additionally, Modelo is engaging consumers through its @ModeloUSA social and digital channels, including a nation-wide custom Snapchat lens, launching on October 28th, which will allow consumers to adorn their faces with a sugar skull and traditional elements to authentically honor the lives of those who have passed on. And on November 1st, Modelo will have a Facebook Live event on its page showcasing an ofrenda (a collection of objects placed on a ritual altar during a Dia de los Muertos celebration) coming to life for consumers nationwide to view and engage with the brand.

Modelo’s fully integrated program is proving, one activation at a time, that this brand pays tribute to an important aspect of Mexican culture like no other beer can.

Corona Feliz Navidad Last year Corona shined bright and grew four times more than key competitors during the holiday promotional period. To amplify things this year, 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 general market and Hispanic consumers to embrace, share and celebrate the carefree spirit of the holidays. To complement the new look, Corona will have media support featuring the Corona Extra “O Tannenpalm” ad which has been airing since 1990 (26 years!). Additional dedicated support includes social media, PR, festive POS and display enhancers.

www.allstardistributing.net HeadyTimes v.16 19

RetailEDGE Seasonal Marketing

By George Latella This article takes a closer look at seasonal marketing, including products, packaging, promotions and merchandising. Over the past 10 years, seasonal marketing has continued to drive incremental sales and profits for everyone in the food and beverage business.

Pumpkin has become the king of seasonal flavors. Stores are selling everything from pumpkin spice coffee creamer to pumpkin-flavored Peeps. However, we have to be careful of overkill. More and more, food companies are introducing these products earlier each year. And they continue to add new items to the mix. You can now get pumpkin beer in July! It wasn’t too long ago that actual pumpkins were sold a few weeks before Halloween.

Pumpkin pies showed up for Thanksgiving and maybe Christmas, which followed the farming season for these products. Peppermint for the holidays, chocolate for Valentine’s Day, cherry pies for Washington’s Birthday, coconut for Easter, S’mores for summer barbeques etc.

Fresh fruit and vegetables used to be seasonal as well, but thanks to technology and science, we can get all kinds of fresh produce year-round.

So what does this mean for you and your business?

I do think the beer category has done a great job with seasonal and limited products. Besides the actual product, the promotions, merchandising/POS and advertising help create excitement and drive incremental

purchase, which is what we all want. Think about how you can create a “destination” by combining these programs with your own communications programs.

I would rather be a few weeks short on the “season” rather than a few weeks late. This helps stimulate the demand by keeping to the “Limited Time Offer” nature that seasonal products should present to consumers. A holiday/special event should be special.

Take a look at your sales by week for these items and make sure you are maximizing your storage space and shelf space. Set up your own seasonal calendar based on your sales. Create your own promotions. If you sell food, tie your menu to your seasonal beverages. Tie your seasonal menu items to your everyday beverages.

If you have a social media presence, use that to your advantage by creating a contest or promotion to let people know, and take advantage of, the marketing opportunities that technology presents. Partner with complementary products/services to bundle promotions.

You need to understand how your customers think about seasonal products and marketing, and how they can influence the behavior of others (what to drink, where to drink it, what day/time etc). Then, adjust your marketing and merchandising strategy based on this information.

Whether you are on-premise or off-premise, you need to make sure that you understand YOUR consumers and build your seasonal products, merchandising and marketing programs around them. It will positively impact your bottom line!

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

DeliveringSERVICE Find out more about All Star Distributing’s Delivery Service Representatives

Orlando Gonzalez How long have you been with All Star Distributing? 11 years.

What areas do you service? All of Lancaster County.

How do you provide the best service to your customers? I go out of my way for my customers. For older customers or those who can’t lift kegs, I always help out. I have a good sense of humor too. I like to make my customers smile.

What do you do when you’re not working? I like to ride my motorcycle. It took me four years to fix it up and customize it. It’s been featured in bike shows and magazines for the custom job I did.

20 HeadyTimes v.16 www.allstardistributing.net

The BeerGUY A Million Reasons Why Beer Makes the Best Holiday Gift

By Steve Hawk There are a million reasons why beer can be a great gift for the holidays.

Okay… maybe not a million reasons, but beer as a present is truly a great idea. Depending what the giver selects, it can be an impressive gift, a sentimental gift, a clever gift and especially, a thoughtful gift.

After consulting with a few industry insiders for their opinions, I offer the following suggestions about which beers to give…

Beers that burst with holiday spirit Some beers have a specific taste or bottle design that are intended for the holiday season. These types of beer gifts are good for just about everyone on your list. They even make great Pollyanna and Secret Santa gifts, because they are as much about the “holiday” as they are about the beer.

Selections like Great Lakes Christmas Ale, Shiner Holiday Cheer, Samuel Smith’s Winter Welcome Ale and Corsendonk Christmas Ale fit the design element of this category. Sly Fox Christmas and Sam Smith Winter Welcome both have label designs that change every year, making them collectible as well.

Great holiday-flavored beers like Sam Adams White Christmas and Evil Genius Santa!! I Know Him! are both infused with delicious hints of ginger, cinnamon and nutmeg.

Special beers that someone is not likely to buy for themselves Many beer drinkers either purposely – or by habit – pass over beer selections that don’t fit into their normal beer-buying routine. It may be a beer from a brewery they’re not very familiar with; beers that are large in both bottle size and alcohol volume; or maybe one that is simply

out of their price range. These beers make great gifts to give… and to receive!

Belgian classics like Rodenbach Grand Cru certainly hit the mark as high-end beers that most of our friends and family wouldn’t normally buy, but make fantastic presents.

Other examples of huge flavor/high ABV beers that are great for giving include Flying Fish Grand Cru or Weyerbacher QUAD.

Your customers should buy beer for everyone they

Beers that embrace the season There are many beers that are perfect for holiday giving because they embrace the change in temperature that comes with the winter months. Beers that fit this category tend to be darker in color with higher ABVs and full of roasty flavors that keep you warm when the weather is cold. Firestone Walker Velvet Merlin is an oatmeal stout packed with dark chocolate and roasted coffee flavors and Spring House The Martians Kidnap Santa! Egg Nog Stout is a rich, creamy stout that is just as tasty as it sounds.

know and love!

Variety packs are also a smart way to check off multiple names on a gift list with just one case.

A few winter-centric variety packs to offer your customers would include: Blue Moon Winter Brewmaster Sampler, Samuel Adams Winter Classics, Saranac’s Best of 2016 and Harpoon ’Tis the Seasonal Winter Mix Pack, which all showcase four or more different beers that are perfect for the season.

I hope these suggestions help you offer your customers the perfect beer gifts. The best gift of all, of course, is someone to drink it with, which is why your customers should buy beer for everyone they know and love! www.allstardistributing.net HeadyTimes v.16 21

All Star Distributing 1000 Patriot Parkway Reading, PA 19605

Dogfish Head IPAs for the Holidays Dogfish Head knows that the holidays are times of celebration – gathering family, friends and loved ones to raise a glass of the good stuff, and the DFH family of continually-hopped IPAs are the perfect complement to any holiday party.

Dogfish Head IPAs for the Holidays include: 60 Minute: A continuallyhopped IPA loaded with citrusy hops, 60 Minute IPA is the session beer for hardcore enthusiasts.

90 Minute: “Perhaps the best IPA in America” according to Esquire, 90 Minute IPA has a malt backbone that stands up to the extreme hopping rate.

Burton Baton: The marriage of an Imperial IPA and an English strong ale, this high-gravity hop monster is tamed by oak and vanilla undercurrents.