Heady Times Winter 2018

Winter 2018 | V.22

ORIGLIO BEVERAGE – READING

KEITH

VILLA BLUE MOON

B R E W I N G C O.

Delivering Excellence Seasonals Rethinking Retail New Products Programs G U I N N E S S B R E A K S N E W G R O U N D | W I N T E R S E L E C T I O N S | S H E L F TA L K E R S S T O P T H E S H O P P E R

Letter toTHE TRADE Welcome to the World of Beer 2018

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S YOU KNOW, THE BEST WAY TO DELIGHT YOUR CUSTOMERS and maximize profits in the beer business, is to stay ahead of the trend curve. Consumers want what they want, when they want it and in the format that suits the occasion.

Through our emails, website and Heady Times content, we do our best to keep you informed. But nothing cuts through the clutter like a check list. So we peered into beer’s “crystal growler” for a list of six trends you should expect to see in 2018.

Canning The market is beginning to see a shift from bottles to cans. Cans make beer more portable, they increase freshness and give breweries more space for design and advertising. Check out Ballast Point’s new offerings on page 8 and Guinness Gilroy Sloth cans on page 13.

IPAs aren’t going away Americans love bold flavors and brewers continue to create IPA styles that consumers can’t resist. From fruity IPAs like Stone Tangerine Express, to hop bomb Sixpoint HI-RES and on to hazy, luscious Sam Adams New England IPA, there’s plenty to be discovered.

Sessionable beers with great flavor Reflecting the cocktail trend, these beers, like Dogfish Head Namaste White, UFO Apricadabra, Great Lakes Holy Moses and Shiner Strawberry Blonde are low in alcohol and not too sweet, so you can enjoy several, when drinking time is “in session”.

The return of lagers It’s tough to make a great lager, but the best brewers can’t resist a challenge.

Try these innovative, best-in-class examples: Samuel Adams American Craft Lagers Variety Pack and Firestone Walker Lager, which is back by popular demand.

A rosé by any other name Loved by men and women alike, the U.S. is now the world’s second biggest market for rosé. Angry Orchard Rosé Hard Cider, made with hibiscus and rare, red-fleshed apples from France, has a floral aroma balanced by refreshing, light tannins found in the best semi-dry wines. More rosé-inspired beverages like Crispin Rosé are no doubt in the offing.

In This ISSUE Delivering the Taste of Excellence ��������������� 1 Cover Story ������������������������� 2 Brewer Highlight ����������������� 4 D&R Beverage Center ���������� 5 Kutztown Tavern ����������������� 6 New Products ��������������������� 7 Seasonal Selections ���������� 12 Programs ������������������������� 19 Rethinking Retail �������������� 25

Innovation Leave it to Boston Beer founder Jim Koch to create a totally new beer style.

Sam ’76 is the first beer to be made with both ale and lager yeast. Beer writer Lew Bryson says the liquid “drinks smooth and slippery like a cellaraged lager, but with the round body of an ale.”

Of course, this edition of Heady Times features many more products that are trending. But, I know what you’re thinking… how am I going to inform my customers about all these new products? Your friends at Origlio have you covered.

Turn to Rethinking Retail on page 25 for an explanation of our website’s latest feature, shelf talkers. Free, full-color and filled with information, they will sell beer (and more of it) the way wine is sold. Now that’s a trend I’d love to see in 2018.

As ever, thanks for making Origlio your partner in the beer business.

®

Sincerely,

Dominic Origlio President

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

DeliveringTHE TASTE OF EXCELLENCE Find Out More About Origlio – Reading’s Employees Bill Long Delivery Service Representative

How long have you been with Origlio Beverage – Reading?

I started part-time in 2005 and became full time in 2007.

What areas do you service? All four counties. I also train new drivers and help employees that are studying for their Class A driver’s license.

How do you provide the best service to your customers?

I just use common sense. I get to know them so I can find a delivery schedule that works for them.

What do you like to do when you’re not working? I’m always running my kids around. They’re involved in a lot of activities after school so we are always busy with them.

LeeAnn Thompson

Yuengling & Craft District Manager, Berks County How long have you been with the company? Just over 10 years What other positions have you held in the company? I started as a sales rep for Lancaster Beverage and have now been the Yuengling and Craft District Manager for Berks County for over four years.

What has been the best thing about your job? The people I get to meet and interact with. This job has allowed me to build relationships on a business and personal level that I’ll never forget.

What does it take to make sure your department runs smoothly on a day-to-day basis? Managing a sales team involves numerous moving parts and requires organization, multitasking, positive attitudes and communication. I try to communicate as straightforward as possible with my team and give constructive criticism as needed. We work hard but always make sure to have fun!

What does it take to be a top notch sales manager? In order to be a top notch sales manager, you need to be a leader, a motivator and a teacher/coach. You have to be able to put together many different pieces and deliver it to your team as one. You must be knowledgeable of your products and audience and flexible to adapt as trends and other factors change. And mostly, as a team you must be open to new lessons – you can never learn too much.

What do you like to do when you’re not working? If I’m not working I’m spending time with my family. We enjoy traveling and finding new adventures for our children on a regular basis.

If you could be anywhere in the world drinking any beer, where would you be and what would you be drinking? I would be on any beach, preferably in the Caribbean, drinking a Corona Light.

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CoverSTORY Blue Moon A-Rising In 2017, sales of Blue Moon Belgian White, the country’s largest craft brand, were up 9% according to I.R.I. Now, as the brand’s newest release Blue Moon Mango Wheat begins its ascent, some say it has the star power to “eclipse” the original.

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HOOSING WHICH BEERS WILL DELIGHT YOUR CUSTOMERS AND drive sales can be a difficult and confusing task nowadays. Beer styles and releases have never been more varied or outrageous.

Beer drinkers are more adventurous and more finicky than ever before.

And there is an endless stream of new beers and breweries popping up every day. With our business changing at breakneck speed, it’s hard to remember how this all got started – not to mention the trailblazing beers that were there at the beginning and continue to drive volume today.

Once in a Blue Moon One such beer appeared in 1995. After receiving his PhD in brewing at a prestigious Belgian school, master brewer Keith Villa returned to Denver’s Sandlot Brewery located in Coors Field, home of the Colorado Rockies, and dreamed up the Belgian-style wheat ale that would end up taking America by storm: Blue Moon. “At that time, drinkers weren’t necessarily used to seeing a hazy beer, much less one garnished with an orange,” explains Cris Rivera, Blue Moon’s National Craft Director. “But, once they tried it and realized it was not only refreshing, but sessionable and delicious, people became more open-minded to trying other unique styles of beer.”

By today’s standards, Villa’s Blue Moon Belgian White is thought of as a “gateway beer” – one that helps drinkers transition from approachable domestics like Coors Light to the world of craft, where IBUs and exotic hops reign supreme. But at the time, this craft brewer’s recipe was truly revolutionary. “Blue Moon opened American drinkers’ minds to what was possible when it came to great tasting beer, allowing them to accept twists to what was, up to that point, considered ‘normal’,” says Rivera.

More than 20 years later, the creative brewers at Blue Moon continue to deliver on their mission to brew interesting, sessionable, American wheat beers, like Mango Wheat and Cinnamon Horchata.

Blue Moon Mango Wheat Lands a GABF Silver Medal After experimenting with limited releases and seasonal offerings for several years (Cappuccino Stout, Belgian Table Pils, White IPA) the folks at Blue Moon decided to focus on what they do best… making flat-out stellar wheat beers. And wouldn’t you know it? They hit a homerun. “Our Mango Wheat earned a silver medal at the Great American Beer Festival and was a huge hit at the brewery,” says Rivera. “So we knew our fans across the country would love it too.”

Following the success of Mango Wheat, now available year-round, the team at Blue Moon conjured up another outstanding beer: their new winter seasonal, Blue Moon Pacific Apricot Wheat.

As with his original recipe, Villa got the inspiration for this new beer while traveling abroad. Rivera explains, “He got the idea for this refreshing, 2

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aromatic beer, while vacationing in Scandinavia. One day as he passed by an artisanal bakery, the smell of freshly baked bread with cardamom filled the air. That scent inspired Keith to brew a beer with fresh apricots and a touch of cardamom.”

This winter seasonal has already proved to be a perfect alternative to heavy stouts and porters.

New Year, New Look A good brewery doesn’t just innovate by brewing new beers, a good brewery looks at every aspect of their business with an eye for reinvention – and that’s exactly what Blue Moon did for its packaging in 2018.

“Packaging evolutions allow Blue Moon to play in more occasions and offer additional value to our drinkers,” says Rivera. Cans have become the format of choice for younger drinkers. So this year, Blue Moon will replace the 12-pack can package with a 15-pack. “We’ll be launching the 15-pack cans just in time for summertime get‑togethers.”

Reaching a Diverse Audience Blue Moon is also well positioned to combat a growing concern in the beer industry – younger drinkers veering away from beer as their number one beverage of choice.

Villa and his team will leverage their light, refreshing wheat beer portfolio to bring those drinkers back to beer. “We’re excited to reach spirits drinkers with a new and inventive mixology program,” says Rivera. “Nationally, we’ll be introducing four Blue Moon cocktail recipes to get people thinking a little differently about our beer and cocktails.”

CoverSTORY Blue Moon: Selling the Portfolio Like any dynamic brewery, Blue Moon’s portfolio is always in flux – new beers, new packages and new additions to their core lineup. Check out what’s on the docket for 2018.

Year-round Releases And as luck would have it, 2018 will also provide a once-in-a-blue-moon marketing opportunity. “Believe it or not, in 2018 there will be not one, but two blue moons in one calendar year, which is extremely rare,” says Rivera. With the first happening January 31st and the second in late March, Blue Moon will celebrate these lunar events with a program called “Double Blue Moon” featuring themed Snapchat filters and other interactive elements still in development.

Belgian White Mango Wheat Cinnamon Horchata Share Pack Variety

New Packages Belgian White 24 oz. Cans Belgian White 15-pack Cans

Remaining True To Their Craft Roots

Brewer’s Select Seasonals

While there is no doubt Blue Moon is a global player in the beer game, they still find ways to keep that crafty mindset that led to their groundbreaking Belgian-style wheat ale back in 1995. Just last year, they opened a brand new brewery and restaurant in Denver’s River North Art District (also known as RiNo). “We like to say that our RiNo brewery is our dedicated canvas for creating, testing and enjoying new Blue Moon beers,” adds Rivera.

Summer Honey Wheat

The new brewpub harkens back to the scrappy, innovative attitude that put Blue Moon on the map. This 20-barrel brewhouse is where Blue Moon develops their experimental, super-limited batches you won’t find anywhere else – well, unless it happens to be a huge hit with the locals. “Mango Wheat got its start at RiNo,” Rivera says. “People loved it, so we released it nationally. Our new brewery is a great place for us to allow fans to sample new beers and determine what specialties we might offer nationally.”

With more than 24 one-of-a-kind beers rotating on and off their RiNo taps at any given time, and with runaway hits like Mango Wheat and Pacific Apricot Wheat, you can bet that Blue Moon will have more surprises in store for their fans down the line. “Over the years, we’ve delivered on our mission to innovate and brew the absolute best wheat beers for our fans, and there’s still so much more we’re excited to explore.”

Harvest Pumpkin Wheat Pacific Apricot Wheat

Blue Moon Mango Wheat on Draught Blue Moon Mango Wheat draught will debut on March 1st, in time for the 2nd actual Blue Moon of 2018 that will occur on March 31st.

Did You Know?

First brewed at the Sandlot Brewery in Coors Field Baseball Stadium, Blue Moon Belgian White’s original name was Belly Slide Belgian White.

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BrewerHIGHLIGHT Guinness Celebrates Another Historic Milestone and Breaks New Ground Stateside

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N OCTOBER OF 1817, EIGHT HOGSHEADS OF PORTER (A HOGSHEAD is roughly 62 U.S. gallons of beer, or 2 modern barrels of beer) were exported from Dublin to Charleston, South Carolina – and beer in America was never quite the same. “It’s an understatement to say that we’re incredibly excited to celebrate 200 years in the U.S.,” says Guinness Brewery Ambassador Chris McClellan. “We’re grateful to see so many Guinness fans out there, 200 years after that first shipment.”

While the name Guinness conjures an image of a creamy, dark stout fresh off the tap, McClellan explains why his brewery is so much more than that – “The term ‘innovation’ is used a lot these days, and I don’t want it to get too watered down. Innovation can certainly come from producing interesting new beers, but we’re focused on pushing the needle in other ways as well, and this has really helped shape our legacy and heritage.”

Thankfully, Guinness’ legacy and heritage will be tied to America for centuries to come! Its new, state-of-the-art brewery in Maryland will be a hub of innovation here in the states. “Guinness has been in America for so long, it only makes sense for us to have an actual, physical home for our brewery stateside,” says McClellan.

So what else is on the docket for Guinness in 2018?

It’s going to be an exciting year, and McClellan gave Heady Times an exclusive peek behind the curtain.

1. T he new Maryland brewery will be called the Guinness Open Gate Brewery & Barrel House. The facility will offer a full consumer experience. As a production brewery, it will be the home of Guinness Blonde American Lager.

2. T he brewery is investing $70 million into the project, which will create at least 70 new jobs.

3. T he Guinness brewers at Open Gate will work closely with the Maryland brewing community, showcasing some unique collaborations in the near future.

4. G uinness has already assembled a world-class brewing team for their new facility. “We’ve hired Hollie Stephenson (formerly of Highland Brewing in Asheville, NC) who will take up the mantle of Head Brewer and Peter Wiens (a former Brewmaster at Stone’s Richmond brewery) as our Brewmaster,” says McClellan.

5. L ast year Guinness donated $100,000 to hurricane relief in Houston through their Give A ’Stache Campaign, which will be returning in 2018.

6. S peaking of that famous Guinness ’stache, “A good foam ’stache means you’re drinking your pint correctly,” says McClellan. “You have to drink underneath the foam to get the proper ratio of creamy, delicious stout and aromatic, bitter foam.”

7. “ We were one of the first breweries, if not the first, to successfully export beer to most of the globe,” says McClellan. They were also one of the first companies in the world to offer their employees healthcare, lodging and continuing education.

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Guinness Brewery Ambassador Chris McClellan

8. T heir new Maryland-based Open Gate Brewery is not their first facility in America. McClellan says, “We actually opened our first facility in the U.S. in the late 1940s in Long Island City, Queens, NY. Most people don’t know that. That facility shut down by 1955, but Maryland will be our triumphant return.”

9. S t. Patrick’s Day 2018 promises to be the biggest yet! “We’re going to have as much fun as possible! And of course, we’ll be doing it responsibly,” says McClellan. “We’ll be including more events, POS and a healthy amount of media coverage. It will be hard to top last year’s efforts, but I think we can do it.”

10. T he Maryland brewery is still under construction, but the test taproom is now open. McClellan encourages Guinness fans to, “make sure to stop by if you’re in the Baltimore area. While we’re always focused on our core portfolio of stouts, there will be some big surprises coming out of the new tasting room.”

Off-PremiseSPOTLIGHT D&R Beverage Center

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’M NOT GOING ANYWHERE” WERE THE WORDS OF BRUCE ORWIG, owner of D&R Beverage Center, when asked what he saw for the future of his store. And if the 2 generations that owned the shop before are any indication, he’s right. The folks of D&R are resilient in the face of change and determined to stay a premier beer destination in the Lehigh Valley area.

Heady Times (HT): How have the recent changes in legislation affected your store?

Bruce Orwig (BO): The changes have been really helpful for us. We put in a draught system with 8 tap handles and a growler station last Memorial Day. We also added coolers and shelving for 6-packs and single serves. These additions have really regenerated our business; we’ve been up 20% year over year. Physically, it’s a massive amount of work with all the SKUs but as long as we have support for the products from the wholesalers and suppliers we can manage.

From left to right: Andrew Fenstermaker, Kasie Storm, Tianna Orwig and Bruce Orwig, owner

HT: Can you tell us more about the growler station?

BO: It’s a very unique system. I believe we are the only ones besides Tanczos in the Lehigh Valley area that have it. It pumps beer into the growler using counter-pressure, which limits the amount of oxygen the beer comes in contact with, allowing it to stay fresh longer- up to 45 days!

We can only have one beer on at a time for this system, so we always have our draught system stocked with a healthy mix of IPAs, porters/stouts, wheat beers and various seasonals. In the summer we were going through a barrel per day, now it’s about one barrel every other day.

HT: How do you stay up-to-date on industry trends and what beers are available?

BO: We use the Heady Times on a weekly basis for ordering purposes.

I also check out a lot of breweries’ websites to see what they are releasing. Another thing that’s helpful is getting to know the brand reps through samplings and they keep in touch with me regarding releases.

HT: So you also host samplings?

BO: Yes, we try to do them every Friday and Saturday around a holiday. Normally, we see a pretty significant drop in business at the beginning of the school year and when Daylight Saving’s Time begins, but this year we strategically scheduled samplings around those times and didn’t see as much of a drop. I really believe that sampling builds brands and creates traction for the brands.

HT: What makes you stand out from other retailers the most?

BO: Our selection is definitely one of them. I try to carry every product that I can get my hands on and do my The growler station at D&R Beverage Center research so I know I’m offering a fair price. Customers also like the fact that this is a family-owned and run business. My grandparents started D&R in 1965 so I grew up in the business. I have customers that I’ve known since I was a baby. That makes a difference.

4600 Easton-Nazareth Highway • Nazareth, PA • 610-759-5493 www.origlio.com HeadyTimes v.22

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On-PremiseSPOTLIGHT Kutztown Tavern Kutztown Tavern is a place for everyone.

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OU COULD SAY THAT KUTZTOWN TAVERN ON MAIN STREET IN Kutztown is a jack of all trades… a one-stop-shop. The facility, which houses a restaurant, brewery, bottle shop, nightclub and two banquet spaces, truly has something for everyone. Matt Grider, owner of Kutztown Tavern, sat down with us to discuss all that Kutztown Tavern has to offer.

Heady Times (HT): Can you tell us about the history of your business?

Matt Grider (MG): In 1998, we opened the bottle shop and Shorty’s, the nightclub in the basement. The next year we opened the restaurant, which included banquet spaces on the first and second floors and the brewery, Golden Avalanche Brewing Company. At that time, you had to know what style of beer you wanted to brew in order to purchase equipment, because it was all specific to the style. We decided to brew German-style lagers according to the Reinheitsgebot and sourced all of the ingredients from Germany.

Bob Sica, Operations Manager, and Matt Grider, Owner of Kutztown Tavern

HT: What kind of atmosphere have you cultivated here over the past 20 years?

MG: Casual, warm, entertaining… Families come with their children, we have business events in the banquet rooms, of-age college kids come to have a good time. Our restaurant menu caters to just about everyone.

We give equal attention to all of the different aspects of our business and, in doing so, have developed a very diverse customer base.

HT: What has been the biggest challenge you’ve faced since opening?

MG: Alcohol sales trends. When we first opened, beer was about 80% of our alcohol sales and liquor/spirits/wine made up the other 20%. Now those statistics are flip-flopped. Flavored liquors have really changed the landscape with millennials, which is a huge part of our business.

Also, the changing habits of the consumer have the restaurant business suffering as a whole. With so many delivery options and subscriptions for gourmet meals that you can cook at home, people don’t want to come out as much.

HT: What does Kutztown Tavern offer beer drinkers that they might not find elsewhere?

MG: We have a variety of German-style beers that we brew in-house, which are available in the restaurant and for takeout, along with a large selection of commercial beers. Our menu offers something for everyone and caters to changing tastes. Although business might not be booming like it used to, we have not cut quality in any aspect of our business. kutztowntavern.com • 272 West Main Street, Kutztown, PA • 610-683-9600 6

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NewPRODUCTS Two Hats What do you get when you add a hint of fruit flavor to crisp, light beer? You get good, cheap beer. Wait, what? You actually get new Two Hats beer in two tasty flavors – pineapple and lime.

Two Hats Pineapple Well-balanced, with the hint of all-natural pineapple complementing the malt notes, Two Hats Pineapple has a crisp, clean and refreshing finish. ABV: 4.2% Package: 16 oz. cans only Availability: Year‑round, beginning in February in Lancaster, Berks, Lehigh and Northampton Counties

Two Hats Lime Light-bodied and smooth, Two Hats Lime is wellbalanced, with the hint of all-natural lime that easily complements the malt notes in the beer. ABV: 4.2% Package: 16 oz. cans only Availability: Year‑round, beginning in February in Lancaster, Berks, Lehigh and Northampton Counties

Redd’s Wicked Watermelon Redd’s Wicked is adding a new, year‑round flavor to its wicked family. Infusing watermelon with crisp apple for an intensity that starts strong and finishes smooth, new Wicked Watermelon is the ultimate refreshment for anyone looking to get a little wicked.

ABV: 8% Packages: 10 oz. cans and 24 oz. cans Availability: Year‑round, beginning in March in Lancaster, Berks, Lehigh and Northampton Counties

Henry’s Hard Sparkling Water Gets a New Look Henry’s Hard Sparkling is popping back onto shelves with a bright and bubbly new look of its own – in slim cans. Now that this spiked water has a new shape, it’s ready to mingle with all the devoted sparkling water drinkers out there.

ABV: 4.2% Package: 12 oz. slim cans only Availability: Year‑round, beginning in March in Lancaster, Berks, Lehigh and Northampton Counties

Henry’s Hard Sparkling Water Variety Pack This mix pack includes 3 flavors of Henry’s Hard Sparkling in 12 oz. cans: Lemon Lime, Passion Fruit and Strawberry Kiwi.

Availability: Year‑round, beginning in March in Lancaster, Berks, Lehigh and Northampton Counties

Henry’s Hard Lemon-Lime Soda Henry’s is once again treating its drinkers to a taste of times gone by. Launching in 2018, Henry’s Hard Lemon-Lime Soda has a refreshing lemon-lime, tart taste balanced by a moderate confectionary sweetness.

ABV: 4.2% Package: 12 oz. bottles only Availability: Now, year‑round in Lancaster, Berks, Lehigh and Northampton Counties

Crispin Rosé New Crispin Rosé Hard Cider is debuting its delicious blend of cider, rose petal and hibiscus this January. With brilliant clarity, light cherry; tender rhubarb tastes and notes of fresh strawberries and honeydew melon, Crispin Rosé Cider is the perfect pairing for every occasion. ABV: 5% Package: 12 oz. bottles only Availability: Now, year‑round in Lancaster, Berks, Lehigh and Northampton Counties

Arnold Palmer Spiked Half & Half Inspired by the classic Arnold Palmer blend of half iced tea and half lemonade, MillerCoors in partnership with AriZona Beverages is bringing Arnold Palmer Spiked to consumers in 2018. With notes of real lemon and subtle herbal tea, this spiked beverage is perfectly balanced with a hint of tartness and a refreshing finish. ABV: 5% Packages: 24 oz. cans and 12 oz. slim cans Availability: Year‑round, beginning in February in Lancaster, Berks, Lehigh and Northampton Counties

Steel Reserve Alloy Series Spiked Blue Razz Introducing Spiked Blue Razz — the newest offering from Steel Reserve’s Alloy Series.

With tastes of bold berry and hints of lemon leaving a lingering, sweet finish, this highoctane electric blue liquid is sure to shock taste buds. ABV: 8% Package: 24 oz. cans only Availability: Now, year‑round in Lancaster and Berks Counties www.origlio.com HeadyTimes v.22

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NewPRODUCTS Samuel Adams Sam ’76 This totally new beer style from the independent, American craft brewer, Samuel Adams is brewed with a single goal in mind: to give you a beer that’s uniquely drinkable, flavorful and aromatic. The final recipe, made with ale and lager yeast, is the perfect balance of a light-bodied, smooth beer with a slightly juicy flavor and tropical & citrus aroma.

ABV: 4.7% Packages: 12 oz. cans, 16 oz. cans and draught Availability: Year‑round; Cans beginning in January, draught in April in Berks, Lehigh and Northampton Counties

Samuel Adams Rebel Anytime IPA This beer’s huge citrus hop aroma gives way to grapefruit, tropical fruit and floral notes.

The light-bodied mouth feel balances the hops for a bright, crisp IPA that’s perfect anytime, whether you’re unwinding after work or enjoying a day at the beach. ABV: 4.7% Package: 12 oz. cans only Availability: Year‑round, beginning in January in Berks, Lehigh and Northampton Counties

Samuel Adams New England IPA Unlike classic American IPAs, New England IPAs are purposely unfiltered, providing a burst of fruited hop aroma and a luscious mouth feel.

Sam Adams’ version has a delightful, citrusy hop flavor that isn’t overly bitter, with a clean, smooth finish that will leave drinkers wanting another sip. ABV: 6.8% Packages: 16 oz. cans and draught Availability: Year‑round; draught beginning in February, cans in April in Berks, Lehigh and Northampton Counties

Angry Orchard Rosé Hard Cider Angry Orchard Rosé uses a combination of hibiscus and fresh juice from rare, red-fleshed apples sourced in France. This cider has a floral aroma, is apple forward in taste and complemented by refreshing, light tannins, similar to semi-dry wine. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: Year‑round, beginning in February in Berks, Lehigh and Northampton Counties 8

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Truly Spiked & Sparkling Wild Berry The more, the berrier with Truly Wild Berry. A mix of strawberries and raspberries from California, with Marion blackberries, brings the natural sweetness and juiciness of freshpicked berries to this refreshing blend, complete with a bubbly mouth feel and clean finish.

ABV: 5% Package: 12 oz. slim cans only (also available in the Truly Berry Mix Pack) Availability: Year‑round, beginning in February in Berks, Lehigh and Northampton Counties

Truly Spiked & Sparkling Berry Mix Pack Truly’s new Berry Mix Pack includes a wonderful mix of spiked & sparkling seltzers in 12 oz. cans: Wild Berry, Blueberry & Acai, Raspberry & Lime and Pomegranate.

Availability: Year‑round, beginning in February in Berks, Lehigh and Northampton Counties

Twisted Tea Blackberry The newest offering from Twisted Tea is a refreshing, hard iced tea with a blackberry twist. ABV: 5% Package: 24 oz. cans only Availability: Year‑round, beginning in January in Berks, Lehigh and Northampton Counties

Ballast Point New Can Offerings This winter will see four Ballast Point products available in new can packages.

Availabile year‑round, beginning in January: Unfiltered Sculpin 12 oz. cans & Manta Ray 12 oz. cans in Berks, Lehigh and Northampton Counties Available year‑round, beginning in March: Sculpin 16 oz. cans & Fathom 16 oz. cans in Berks, Lehigh and Northampton Counties

NewPRODUCTS Mike’s HARDER Variety Pack This exciting new variety pack features 16 oz. cans of: Mike’s HARDER Lemonade, Strawberry, Blood Orange and Purple Grape. The multipack offers the opportunity to upsell HARDER consumers to a pantry-loading purchase of 8 pack cans. Availability: Year‑round, beginning in January in Lancaster, Berks, Lehigh and Northampton Counties

Less Calories for White Claw Hard Seltzer White Claw Seltzer Works will be reducing the calorie count in White Claw Hard Seltzer 12 oz. cans from 110 to 100 calories starting January 1st. This will be done by reducing the amount of pure cane sugar and increasing the natural flavors.

White Claw Hard Seltzer will continue to contain only natural flavors and no artificial sweeteners, but with less calories. White Claw’s alcohol base will remain the same and is still the cleanest, gluten-free alcohol base possible, with no crystalline fructose, dietary fiber or preservatives added.

White Claw Hard Seltzer 19.2 oz. Cans This winter, White Claw Black Cherry and Ruby Grapefruit will be available in 19.2 oz. cans. These 12 packs are perfect for consumers looking for smaller pack offerings and single serve options. 73% of consumers say packaging options that are portable are important to them and millennials who live active lifestyles are looking for convenient packages. ABV: 5% Availability: Year‑round, beginning in January in Lancaster, Berks, Lehigh and Northampton Counties

Magic Hat Taken for Granite Crisp with a smooth malt backing, Taken for Granite (TFG) is a balanced IPA with notes of grapefruit and orange that will mine your every taste bud. ABV: 6.6% Packages: 16 oz. cans and draught Availability: Now, year‑round in Lancaster, Lehigh and Northampton Counties

Corona Premier Corona Premier is a sophisticated new choice for consumers who are looking for an elevated light beer experience. It’s a perfectly balanced, sessionable, premium light beer with an exceptionally smooth taste. And with 2.6 grams of carbs and 90 calories, Corona Premier is ideal for consumers who want refreshment without being weighed down. ABV: 4% Packages: 12 oz. bottles, 12 oz. cans and 24 oz. cans Availability: Year‑round, beginning in March in Lancaster, Berks, Lehigh and Northampton Counties

Pacifico 12 oz. Cans Previously available in 12 oz. bottles, 24 oz. cans and draught, Pacifico will soon be available in 12 oz. cans as well.

This easy-drinking lager is made of highquality malts resulting in a crisp, hearty lager with a taste profile of grass-citrus and ocean mist, with a malty hop accent.

Its quality, style and independent spirit appeal to all beer drinkers, particularly those who love craft beer. ABV: 4.4% Availability: Year‑round, beginning in March in Lancaster, Berks, Lehigh and Northampton Counties

Seagram’s Escapes Spiked Calypso Colada The third flavor added to the Seagram’s Spiked line-up, Spiked Calypso Colada, is loaded with delicious island flavors of coconut and pineapple.

ABV: 8% Package: 23.5 oz. cans only Availability: March in Lancaster and Berks Counties www.origlio.com HeadyTimes v.22

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NewPRODUCTS Magners Original Carbonation Change Due to recent changes in cider carbonation laws, the carbonation level of Magners Original is now higher to match the carbonation level of Bulmers in Ireland. All Magners Original packages are effected by the change (12 oz. bottles, 16.9 oz. cans and draught). The carbonation of Magners Pear did not change.

Authenticity is at the core of the Magners brand and they believe this change enhances the taste of the liquid.

Great Lakes Holy Moses to be Available Year‑round Previously a Great Lakes spring seasonal, Holy Moses White Ale will be available year‑round, beginning this winter! Orange peel, coriander and chamomile stake their claim in this unfiltered white ale, named for Cleveland’s founder, Moses Cleveland. ABV: 5.4% Packages: 12 oz. bottles and draught Availability: Year‑round, beginning in January in Lancaster, Berks, Lehigh and Northampton Counties

New Addition to the Great Lakes Variety Pack Beginning this winter, the Great Lakes Variety Pack will feature Commodore Perry IPA in place of Burning River Pale Ale. It’s hard to choose just one of this brewery’s awardwinning, handcrafted beers – trust us, we’ve tried. Hence this collection of hoppy, malty crowd pleasers. See? You really can have it all. Included in the updated variety are: Dortmunder Gold Lager, Eliot Ness Amber Lager, Commodore Perry IPA and Edmund Fitzgerald Porter. Availability: Year‑round, beginning in January in Lancaster, Berks, Lehigh and Northampton Counties

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Dogfish Head Namaste White Cans This winter, in addition to 12 oz. bottles and draught, DFH Namaste White will be available in 12 oz. cans as well.

Namaste White is a Belgian-style white ale brewed with dried orange flesh and peel, fresh-cut lemongrass, a bit of coriander, peppercorns and a healthy dose of good karma. ABV: 4.8% Availability: Year‑round, beginning in January in Lancaster, Berks, Lehigh and Northampton Counties

Dogfish Head Lupu-Luau Now Available Year‑round Previously a seasonal, this year, LupuLuau will be available year‑round.

Brewed with a tropical trifecta of toasted coconut, dehydrated coconut water and an experimental hop with coconut aromas, Lupu-Luau gets its natural haze from pils malt, flaked barley and rolled oats. One of the special ingredients used to make Lupu-Luau is an experimental hop that throws coconut aromas. Dogfish has secured the vast majority of the domestic crop of this unique hop for years to come. ABV: 7.3% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in January in Lancaster, Berks, Lehigh and Northampton Counties

Dogfish Head Wood-Aged Bitches Brew DFH is bringing Bitches Brew back, but this time, this bold, dark, Imperial stout is aged in their oak & Palo tanks. Originally brewed in honor of the 40th Anniversary of the release of Miles Davis’ 1970 landmark Jazz fusion record, Bitches Brew is a gustatory tribute to that analog masterpiece. Like Jazz fusion, which blends different musical styles, Bitches Brew is a fusion of three threads of Imperial stout aged on oak and one thread of Tej – a native African honey beer aged on Palo. According to Dogfish founder and president, Sam Calagione, this ale is best enjoyed “sipped cool, not cold, from a snifter or red wine glass, while listening to the Bitches Brew album.” ABV: 9% Packages: 12 oz. bottles and draught Availability: Year‑round, beginning in January in Lancaster, Berks, Lehigh and Northampton Counties

NewPRODUCTS Heavy Seas AmeriCannon

Green Flash Remix IPA

The newest addition to the Cannon family, AmeriCannon is a bold pale ale that’s been double dry-hopped with Centennial hops and Simcoe lupulin hop powder. With an ABV that won’t turn you into a Loose Cannon, it’s a true celebration of American independence.

The first Heavy Seas beer to utilize lupulin hop powder, AmeriCannon is an intensely flavorful pale ale. AmeriCannon is also the first Heavy Seas beer to carry the Brewers Association Independent Craft seal.

AmeriCannon embodies everything that Heavy Seas stands for: Fearless. Bold. Independent.

ABV: 5.75% Packages: 12 oz. bottles and draught Availability: Year‑round, beginning in January in Berks, Lehigh and Northampton Counties

Drawing on their legacy as an IPA powerhouse, Green Flash introduces Remix IPA – a new single IPA showcasing old-school hops and a modern IPA flavor profile. It offers craft beer consumers the hop character and quality they have come to expect from the brewery that trademarked West Coast IPA. Remix IPA features piney and dank flavors from Green Flash’s “legacy hops” – Cascade, Columbus and Summit. The metallic gold packaging offers a dynamic brand story that draws a parallel between hip-hop DJs and the Green Flash brewers – suggesting that the brewing team is skillfully re-mastering both ingredients and process to create the brand’s next big hit. ABV: 6.2% Packages/Availability: Year‑round; Draught available now, 12 oz. cans in January, 19.2 oz. cans in February in Lancaster and Berks Counties

Firestone Walker Nitro Merlin Milk Stout Firestone Walker’s Velvet Merlin stout has been transformed into a mind-blowing mouthful known as Nitro Merlin Milk Stout. The new ingredient is lactose, a.k.a. milk sugar. When Velvet Merlin is brewed with milk sugar to create Nitro Merlin Milk Stout, the effect is similar to adding cream to your dark roasted coffee. The wizardry comes via “nitro,” the brewing nickname for nitrogen gas. ABV: 5.5% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in January in Lancaster, Berks, Lehigh and Northampton Counties

Firestone Walker Lager Firestone Walker created their first lager in 2000, and it proved to be well ahead of its time. Now it’s back, new and improved, for those who finally want a better lager. ABV: 4.5% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in February in Lancaster, Berks, Lehigh and Northampton Counties

Shiner Bock 24 oz. Cans Introducing 24 oz. cans from Shiner – one of the hottest configurations currently in the retail channel, as well as large venues and arenas. A unique selling proposition within the craft segment and the newest addition to the Shiner family, this can is set to do some big things. ABV: 4.4% Availability: Year‑round, beginning in February in Lancaster, Berks, Lehigh and Northampton Counties

Shiner Light Blonde Shiner Light Blonde is light done right. Don’t ask how Shiner packed so much flavor into just 99 calories – they’re not telling.

This smooth, easy-drinking beer is brewed with the same handcrafted, small-batch pride you expect from the Texas-based brewery. ABV: 4.2% Packages: 12 oz. bottles and 12 oz. cans Availability: Year‑round, beginning in March in Lancaster, Berks, Lehigh and Northampton Counties

A New Look For Straub 1872 Lager Straub’s 1872 Lager has a new look with the same crisp, full-bodied taste! As a tribute to the brewery’s founding father, Peter Straub, 1872 is a classic Pre-Prohibition style lager, modeled after a time when pale lagers had more color, a more pronounced malt flavor, and were a touch hoppier. ABV: 5.4% Packages: 12 oz. bottles and draught Availability: Now, year‑round in Berks, Lehigh and Northampton Counties www.origlio.com HeadyTimes v.22 11

SeasonalSELECTIONS When Demand Exceeds Supply Many of our craft seasonal and specialty releases are available in limited or extremely limited quantities.

Breweries only produce a certain amount of their specialty beers and Origlio Beverage does all they can to get as much product as possible. In addition, this publication is compiled months prior to the decision made by the brewery to allocate their products to the wholesaler. Variations in the production for some of these limited release offerings will fluctuate, resulting in lower quantities than anticipated.

If you are interested in something you see in this publication and it is out of stock when you place your order, please contact your Origlio Sales Representative to discuss similar options.

Origlio also sends a craft email blast, weekly to inform customers of seasonal offerings that are available to you immediately and ones that will be in stock soon.

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

Leinenkugel’s Orange Shandy The people spoke and Leinie’s listened — Orange Shandy is finally debuting its very own packaging.

After much success as a flavor in the variety packs, Leinenkugel’s Orange Shandy is hitting shelves in its own 6-pack, just in time for spring. ABV: 4.2% Package: 12 oz. bottles only Availability: March in Lancaster and Berks Counties

Leinenkugel’s Canoe Paddler Leinenkugel’s award-winning Canoe Paddler is back! This Kolsch-style beer is brewed with a touch of rye for a slightly spicy flavor and clean, dry finish. With flavors of white pepper, sesame seeds and citrus, it’s the perfect beer to wind down after a long day. ABV: 5% Packages: 12 oz. bottles and draught Availability: March in Lancaster and Berks Counties

Leinenkugel’s Shandy Sampler Leinenkugel’s Shandy Sampler is back with a delicious offering of some of Leinie’s favorites: Lemon Berry Shandy, Orange Shandy, Pomegranate Shandy and Grapefruit Shandy. It’s the perfect mix of Shandy favorites to share with friends. Availability: January in Lancaster and Berks Counties 12 HeadyTimes v.22 www.origlio.com

Leinenkugel’s Explorer Pack The Leinenkugel’s Explorer Pack is back with new beers to explore this spring. This popular variety pack features Pomegranate Shandy, Creamy Dark, Snowdrift Vanilla Porter and special edition Northwoods Lager. Availability: Now! in Lancaster and Berks Counties

Henry’s Hard Sparkling Strawberry Kiwi Just in time for the New Year, Henry’s Hard Sparkling is launching a new, limited-edition, strawberry kiwi flavor. But don’t look for this new sparkling water in bottles, Henry’s Hard Sparkling is now available in newly-designed slim cans.

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

Blue Moon Summer Honey Wheat Award-winning Blue Moon Summer Honey Wheat is back for a limited time this spring/ summer. Crafted by Blue Moon Brewmaster Keith Villa, over 20 different honeys were tasted before finding the perfect ingredient for a subtle sweetness and balanced aroma.

ABV: 5.2% Packages: 12 oz. bottles and draught Availability: March in Lancaster, Berks, Lehigh and Northampton Counties

Redd’s Limited Pick Strawberry Ale Due to high demand, Redd’s is bringing back their popular Strawberry Ale, just in time for spring.

Strawberry Ale has a deep golden hue with a sweet strawberry aroma & taste and a crisp clean finish, with a hint of apple. This Limited Pick flavor is the perfect beer to sip all season. ABV: 5% Packages: 12 oz. bottles and 16 oz. cans Availability: March in Lancaster, Berks, Lehigh and Northampton Counties

Redd’s Wicked Strawberry Kiwi After much success in 2017, Redd’s Wicked Strawberry Kiwi is making a wicked comeback this spring. Wicked fans can ramp up the night with this bold, daring flavor for a limited time. ABV: 8% Packages: 10 oz. cans and 24 oz. cans Availability: March in Lancaster, Berks, Lehigh and Northampton Counties

SeasonalSELECTIONS Samuel Adams Fresh as Helles

Magic Hat IPA Playlist

Crisp and refreshing, the soft citrus of orange blossom adds a bright accent to the slightly sweet malt notes in this helles lager, leading to a round, smooth finish.

ABV: 5.3% Package: 12 oz. bottles only Availability: January in Berks, Lehigh and Northampton Counties

Magic Hat’s IPA Playlist is a lively variety pack of highlight hopped favorites spanning several genres of IPAs. IPA Playlist features Encore, Blind Faith and new TFG. Availability: Now! in Lancaster, Lehigh and Northampton Counties

Samuel Adams Cold Snap Cold Snap is back again as Sam’s spring seasonal! Golden and lively, the crisp character of this unfiltered white ale gets a kick from a bright blend of spring spices. Orange peel and plum add subtle sweetness, while coriander contributes a peppery bite, creating a refreshing flavor that signals spring is on its way. ABV: 5.4% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Now! in Berks, Lehigh and Northampton Counties

Samuel Adams American Craft Lagers The Samuel Adams American Craft Lagers variety pack offers consumers exclusive, classic and new beers.

The mix includes a range of styles and flavors to satisfy various palates and preferences: Boston Lager, Fresh as Helles, Noble Pils, Kellerbier, Coffee Black Lager and Smoked Lager. Availability: Now! in Berks, Lehigh and Northampton Counties

Lucky Traveler Blackberry Shandy Parading into the season is the grand marshal of spring – Lucky Traveler Blackberry Shandy. This captivating style commands attention with its purple hue, berry aroma and refreshingly fruity flavor.

Don your beads, costumes and all things green because this beer is brewed for spring celebrations! Lucky Traveler is an American craft wheat ale made with real blackberry for a refreshingly unique shandy. ABV: 4.4% Packages: 12 oz. cans and draught Availability: January in Lancaster, Berks, Lehigh and Northampton Counties

Magic Hat Jam Pak Jam on ’til the break of dawn with Jam Pak! This can variety 15-pack includes: Single Chair, a mediumbodied golden ale with a bready aroma and malt forward flavor; Circus Boy, a unique and refreshing American-style hefeweizen brewed with lemongrass and Fat Angel, a pale ale with fruity and earthy hop flavors complementing the rich pleasures of malt.

Availability: Now! in Lancaster, Lehigh and Northampton Counties

Limited Edition Guinness Gilroy Sloth Cans This winter, Guinness Draught Stout will be available in special, limited edition collectible cans, celebrating the famed Guinness campaigns of the 1930s and ’50s. These iconic images will surprise and delight consumers and drive incremental sales of Guinness. Packages: 14.9 oz. cans only Availability: January in Lancaster and Berks Counties

Mike’s HARDER Watermelon Hold on for an intensely refreshing blend of ripe, juicy watermelon and tart lemonade.

The liquid is dark pink in color and the aroma is of freshly-cut, ripe watermelons. Unlike the overly sweet, candy-like profile of other watermelon beverages, HARDER Watermelon delivers an authentic, mouth-watering watermelon taste before finishing clean, with no lingering sweetness. HARDER Watermelon is here for a good time, not for a long time, so get it before it’s gone! ABV: 8% Package: 23.5 oz. cans only Availability: January in Lancaster, Berks, Lehigh and Northampton Counties www.origlio.com HeadyTimes v.22 13

SeasonalSELECTIONS Ballast Point Red Velvet Red Velvet is a mind-bending beer. Like the cake that inspired it, the deep red color comes from beets, which add a rich, earthy character that complements the chocolate flavor and aroma. The foamy head of the nitro pour is the “icing”, adding a creamy smoothness to the mouth feel. But this liquid dessert still finishes like a beer – not sweet, but just as satisfying.

ABV: 5.5% Packages: 12 oz. bottles and draught Availability: January in Berks, Lehigh and Northampton Counties

Ballast Point Tongue Buckler Imperial Red Ale Tongue Buckler Imperial Red Ale doesn’t pull any punches. This is a big brew with hops and malt in extreme abundance. The IBUs alone test the limits of your palate. While the timid should take warning, Tongue Buckler generously rewards the bold with an exceptional ale experience. ABV: 10% Packages: 12 oz. bottles and draught Availability: February in Berks, Lehigh and Northampton Counties

Ballast Point Aloha Sculpin IPA With Aloha Sculpin, the addition of Brux Trois yeast turns Ballast Point’s award-winning IPA into a tropical oasis, with bright and refreshing notes of guava, pineapple, mango and cherry bitters.

This experimental yeast also adds a slight haze to the beer, creating a smooth mouth feel to round out its juicy character. Simply put, this is paradise in the palm of your hand. ABV: 7% Packages: 12 oz. bottles and draught Availability: February in Berks, Lehigh and Northampton Counties

Woodchuck Pear Ginger Pear Ginger delivers a crisp, pear cider bursting with fresh ginger. ABV: 5% Packages: 12 oz. cans and draught Availability: January in Lancaster and Berks Counties

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Shiner Birthday Beer 109 Farmhouse Rye In Shiner, TX, they raise their glasses to tradition. So for Shiner’s 109th birthday, they’re celebrating with a limited-edition beer inspired by the homemade brew enjoyed after a long day in the fields. Shiner Farmhouse Rye is made with Munich wheat and rye, then coarsely filtered for a hazy and flavorful finish.

ABV: 4.3% Package: 12 oz. bottles only Availability: January in Lancaster, Berks, Lehigh and Northampton Counties

Shiner Ruby Redbird Popping the top on this brew is like slicing into a ripe Texas ruby red grapefruit. A bold kick of ginger combines with the citrus for a tart, refreshing lager. ABV: 4% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: February in Lancaster, Berks, Lehigh and Northampton Counties

Shiner Strawberry Blonde Shiner, TX is known for beer. Poteet, TX is known for strawberries. This winter, the best of both worlds come together in one tasty beer.

Brewed with juicy, homegrown strawberries from the strawberry capital of Texas – and a mix of pale and wheat malts for a crisp finish – Shiner Strawberry Blonde is ripe for the drinking. ABV: 4.3% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: February in Lancaster, Berks, Lehigh and Northampton Counties

1911 Honeycrisp Hard Cider After being voted the #1 orchard in America for the second time in three years by USA Today, 1911 Hard Cider is excited to offer their most popular seasonal, Honeycrisp, in a 16 oz. can! Made from 100% Estate grown Honeycrisp apples, this cider offers a naturally sweeter taste profile, with minimal residual sugar. ABV: 7% Packages: 16 oz. cans and draught Availability: February in Lancaster, Berks, Lehigh and Northampton Counties

SeasonalSELECTIONS Great Lakes Conway’s Irish Ale

Peak Spring IPA The sun will be shining, the trees will be budding and the hops will be bursting when you crack open a can of this New England-style session IPA. Bright, citrusy and dripping with hop juice, Spring IPA sings with notes of tangerine from a blend of Calypso and Citra hops.

ABV: 4.7% Packages: 12 oz. cans and draught Availability: Now! in Lancaster, Berks, Lehigh and Northampton Counties

Arrestingly smooth with a rap sheet of toasty biscuit and caramel malt flavors, this Irish ale is great with corned beef or stew after a hard day’s work.

ABV: 6.5% Packages: 12 oz. bottles and draught Availability: January in Lancaster, Berks, Lehigh and Northampton Counties

Great Lakes Cloud Cutter New for 2018, Cloud Cutter’s bursts of juicy citrus zip across friendly, lightly filtered wheat skies in this high-flying tribute to the historic Cleveland Air Races, which once starred the stubby and bright Gee Bee R-1 race plane featured on Cloud Cutter’s label. ABV: 5.1% Packages: 12 oz. bottles and draught Availability: March in Lancaster, Berks, Lehigh and Northampton Counties

Great Lakes Hop Madness Great Lakes’ Double IPA is now even hoppier, with a higher ABV and more IBUs. Only a deranged brewer would dare add more hops to this devious drink. But beware! Hop Madness is back from the lab and hoppier than ever! Hopheads, fortify yourself for this dry-hopped double IPA’s shockingly juicy aromas and hair-raising bitterness – if you dare! ABV: 9% Packages: 12 oz. bottles and draught Availability: March in Lancaster, Berks, Lehigh and Northampton Counties

Dogfish Head Romantic Chemistry This serious IPA is brewed with an intermingling of mangos, apricots & ginger and then dry hopped with three varieties of hops. Romantic Chemistry opens with tropical fruit and hopforward aromas followed by flavors of sweet pit fruit, mango and ginger. ABV: 7.2% Packages: 12 oz. bottles and draught Availability: January in Lancaster, Berks, Lehigh and Northampton Counties

Peak Sweet Tarts New York Cherry Sour Ale Sweet Tarts Cherry marries crisp, fruity goodness, with a touch of sour, for an entirely refreshing beer. The local New York-grown cherries combine with a rosé-like effervescence to create a tartness that teases your taste buds. This one hits you with the right amount of flavor in a perfectly light body. ABV: 4.6% Packages: 12 oz. cans and draught Availability: Now! in Lancaster, Berks, Lehigh and Northampton Counties

Peak Ripe If you’ve been dreaming about a juicy double IPA that is absolutely dripping with fresh-cut fruit and citrus hop flavors, then you’ll love Ripe. Peak’s newest DIPA features an immoderate dose of El Dorado and Azacca hops.

It’s bold and tropical in flavor, while still being phenomenally drinkable. ABV: 8.2% Packages: 16 oz. cans and draught Availability: Limited quantities in January in Lancaster, Berks, Lehigh and Northampton Counties

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SeasonalSELECTIONS Heavy Seas Siren Noire

Green Flash CaCow Milk Stout

Siren Noire is not your father’s chocolate stout.

Almost three pounds of Belgian coco nibs are used per barrel to make this beer, and it’s aged for five weeks in bourbon barrels with vanilla beans added. A mix of dark malts gives Siren Noire a well-rounded body that is decidedly chocolaty, without being extraordinarily sweet. Brewers Gold hops contribute an earthy spiciness, with notes of black currant.

ABV: 9.5% Packages: 12 oz. bottles and draught Availability: January in Berks, Lehigh and Northampton Counties

Inspired by the flavors found in chocolate milk, Green Flash’s Virginia Beach Genius Lab team set out to brew a luscious, creamy milk stout. Lactose was added to create a distinctly opulent new beer – the first of its kind in the brewery’s lineup.

Layers of chocolate and Munich malts add roasty sweetness, while CaCow’s dark, full-bodied liquid offers thick foam and lacing that lingers. Toasty and decadent notes of coffee unfold in this beer, offering sweet flavors of nostalgic chocolate milk perfection. ABV: 6.3% Package: Draught only Availability: January in Lancaster and Berks Counties

Heavy Seas The Alpha Effect With a lightning strike of exotic hops, The Alpha Effect is a hazy and dank IPA, thundering with juicy hop aroma and flavor. With a hefty 7% ABV, The Alpha Effect has enough malt to balance the ridiculous amount of hops used to create this category 5 monster. Hazy, but never muddy, this is an expertly brewed IPA. Take cover, The Alpha Effect is in effect!

ABV: 7% Packages: 12 oz. bottles and draught Availability: February in Berks, Lehigh and Northampton Counties

Evil Genius New Phone, Who Dis? This a caramel macchiato porter brewed with American barley, caramel & chocolate malt, and a touch of dark wheat. It’s gently hopped with American & German hops, and then infused with coffee and caramel. New Phone, Who Dis? Is full-bodied, smooth and robust, with notes of sweet caramel, mocha and chocolate.

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

2SP Rolled Out This creamy, low IBU, oatmeal stout is robust and full-bodied with a silky mouth feel (if 2SP’s head of sales were a beer…).

ABV: 5% Package: Draught only Availability: Now! in Lancaster, Berks, Lehigh and Northampton Counties

2SP Zoltan The Imperialist Made with Cascade, Chinook and Centennial hops, this American red ale has a great balance between sweet caramel malts and classic American hop bitterness, allllll the way through from the aroma to the finish.

ABV: 7.2% Package: Draught only Availability: Now! in Lancaster, Berks, Lehigh and Northampton Counties

Flying Fish Grand Cru This classic Belgian strong golden ale is a warming complement to the food and spirit of the season. Warm fermentation adds notes of fruit and clove. A complex mouth feel, prominent malt flavors and spicy hop presence are followed by a soothing alcohol warmth. ABV: 6.9% Packages: 12 oz. bottles and draught Availability: Now! in Lancaster, Lehigh and Northampton Counties

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SeasonalSELECTIONS Weyerbacher Wingman

Weyerbacher Mean Squeeze

Possessing all of the same qualities as the best wingman, this easydrinking, flavor-forward pale ale is the perfect companion for anything!

Brewed with Calypso, Ekuanot and Denali hops that lend hints of stone fruit and soft citrus, Wingman comes in at 4.5% ABV so you can go the distance, too! ABV: 4.5% Packages: 12 oz. cans and draught Availability: January in Lehigh and Northampton Counties

Mean Squeeze is a New England-style IPA brewed with pilsner malt and oats.

Featuring Denali and Galaxy hops, this hazy, juicy IPA has pineapple, citrus and pine notes. ABV: 7% Packages: 12 oz. cans and draught Availability: March in Lehigh and Northampton Counties

Weyerbacher Funky Monks Weyerbacher is bustin’ out a new groove based on the famous Merry Monks riff! Their Belgian-style tripel lays the foundation that allows the electrified zing of tartness to shine through. The addition of Sovereign and Rakau hops coupled, with a crisp, dry tartness, blend harmoniously with the ever-present Belgian notes of subtle spice, ripe pear and banana. ABV: 9.3% Packages: 12 oz. cans and draught Availability: January in Lehigh and Northampton Counties

Weyerbacher Sunday Morning Stout Sunday Morning Stout is an American Imperial stout aged in bourbon barrels. Aromas of roasted coffee and bourbon awaken your senses, while their flavors blend with hints of chocolate, roasted malt, vanilla and caramel. The perfect cap to Saturday night or start to Sunday morning. ABV: 12.7% Packages: 12 oz. bottles and draught Availability: February in Lehigh and Northampton Counties

Weyerbacher Insanity Insanity is Weyerbacher’s Blithering Idiot aged in oak barrels. The barrel aging imparts an additional level of complexity to an already intense malt profile by adding a combination of vanilla, oak and whiskey notes. ABV: 13.3% Packages: 12 oz. bottles and draught Availability: March in Lehigh and Northampton Counties

Saranac The Irish Roots Pack Saranac’s spring 2/12 pack returns! The Irish Roots Pack includes: Irish Stout, a dry stout with a smooth, slightly roasted taste that makes for an easy-drinking ale; Irish Red Ale, made with select malts that are crystalized, caramelized and delicious-ized to develop a wonderful, roasty sweetness and a rich, deep garnet color; new Irish Golden Ale, brewed with flaked oats and biscuit malts, providing sweet, nutty and toasted flavors, with smooth caramel and floral hops and Irish Lager, a pale lager with notes of toasty, biscuity, sweet malts and a touch of floral-herbal hops – perfect for blending with Saranac Irish Stout. Availability: January in Lancaster and Berks Counties

Saranac Irish Red Ale A Saranac classic, this ale is brewed with lager-type hops for a mild bitterness that allow the malts to come forward. ABV: 4.5% Packages: 12 oz. bottles and draught Availability: January in Lancaster and Berks Counties

Saranac S’More Porter Inspired by the campfire treat, this porter combines the best of both worlds: S’mores and beer! It’s so good you’ll be begging for S’more!

ABV: 6.2% Packages: 12 oz. bottles and draught Availability: January in Lancaster and Berks Counties

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SeasonalSELECTIONS Harpoon Fresh Tracks

UFO Jet Pack

Hop-forward without being bitter, this single hop pale ale showcases the piney, citrusy character of Centennial hops. Bright and golden, light and drinkable, the subtle malt flavor lets the hops shine. Hibernation be damned – get outside and make some fresh tracks!

ABV: 6.2% Packages: 12 oz. bottles and draught Availability: January in Berks County

Launch in to the New Year with the new UFO Jet Pack! The 12-pack of 12 oz. cans includes: new UFO Apricadabra, UFO White, UFO Hefeweizen and UFO Raspberry. Your flavor adventure awaits!

Availability: January in Berks County

Harpoon Opener Mix Packs Crack open the New Year with Opener Mix Packs!

Harpoon’s fresh, new spring variety packs, available in cans and bottles, include: Fresh Tracks, The Craic, new House Golden and IPA. The perfect mix to start the New Year! Availability: January in Berks County

Dock Street Winter Haze Pale Ale The winter version of Dock Street’s seasonal pale ale showcases spelt and wheat malts, orange peel and an abundance of Simcoe hop additions.

ABV: 5.2% Packages: 16 oz. cans and draught Availability: January in Lehigh and Northampton Counties

Dock Street Sexy Beast Chocolate Stout

Harpoon The Craic This hybrid ale combines two classic styles – IPA and Irish Red Ale – to create a unique and flavorful beer. ­The malt combination commonly used in Irish red ales brings a toasted, malty flavor that balances the citrusy and fruity character of the hops. And this year, it’s available in cans! ABV: 6.9% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: January in Berks County

This burly stout is strongly influenced by the creative and artistic nature of Belgian brewing.

Sexy Beast, brewed with European malts, Sterling and East Kent Golding hops and fermented with a Belgian Abbey yeast strain, is a velvety ale – silky-smooth from the addition of 22 pounds of Belgian chocolate (100% cocoa, no added sugar). ABV: 7% Package: Draught only Availability: January in Lehigh and Northampton Counties

Narragansett Del’s Shandy UFO Apricadabra With a new year full of new possibilities, the spring can be a magical time. So, ladies and gentlemen, be sure to pick up UFO Apricadabra for your explorations, cocktails and recipe concoctions. Brewed with just the right touch of apricots, the subtly sweet hefeweizen is juicy and refreshing. Ta-da! ABV: 4.8% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: January in Berks County 18 HeadyTimes v.22 www.origlio.com

A crisp and thirst-quenching combination of ’Gansett’s award-winning Lager with Del’s lemon concentrate, Del’s Shandy has just the right balance of malty sweetness and citrus tartness.

One sip leads to another. Taste and enjoy for yourself… it’s refreshingly different!

ABV: 4.7% Packages: 12 oz. cans, 16 oz. cans and draught Availability: March in Lancaster, Berks, Lehigh and Northampton Counties

SeasonalSELECTIONS Lagunitas Undercover Investigation Shut-down Ale This malty, rich beer with a snappy hop finish, truly defies style… Imperial Mild?...

Uber ESB?... We do know for sure that it is unforgiven and unrepentant. ABV: 9.6% Packages: 12 oz. bottles and draught Availability: January in Lehigh and Northampton Counties

Lagunitas Cappuccino Stout Brewed with boatloads of roasted coffee in each batch for that extra krunk, this mondo coffee stout will leave you wondering whether you’re coming or going. ABV: 9.5% Packages: 22 oz. bottles and limited draught Availability: January in Lehigh and Northampton Counties

Programs Twice in a Blue Moon Get ready to raise a glass twice to a rare sight in the sky. Between January and March, our calendar and the lunar calendar will be out of sync not just once, but twice, creating a “Double Blue Moon.” And what better beer to celebrate with than Blue Moon? At retail, Blue Moon POS tools will promote this rare lunar phenomenon, while on-premise, bartenders are encouraged to create Blue Moon drink specials.

Lagunitas Dry Hopped Censored This malty, roasty, amber-esque ale has been brightened up with a generous dry hopping for an extra kroniky krunk. ABV: TBD Packages: 12 oz. bottles and draught Availability: Bottles in January, draught in April in Lehigh and Northampton Counties

Lagunitas Dark Swan Dark Swan is a sour ale fermented with Petite Sirah red wine grapes, which gives it its uniquely deep, rich purple hue. It then receives the signature Lagunitas treatment – a healthy dose of experimental dry hops. It’s smooth, slightly sour and superbly strange. This might just shock your taste buds! ABV: 8.5% Packages: 12 oz. bottles and draught Availability: Bottles in February, draught in March in Lehigh and Northampton Counties

Lagunitas Lucky 13 This ultra-mega-mondo red ale was first made for Lagunitas’ anniversary in 2006 to celebrate 13 years of brewing ultra-megamondo ales. ABV: 9.5% Packages: 22 oz. bottles and limited draught Availability: March in Lehigh and Northampton Counties www.origlio.com HeadyTimes v.22 19

Programs

Miller Lite Hoops for the Win Feature Miller Lite during March college basketball games and offer patrons the limited-edition stadium cup for draught for a chance to win a trip to Las Vegas to watch March hoops in 2019.

Nitro Merlin Milk Stout Milk & Cookies

Toast to St. Patrick’s Day with Miller Lite

Firestone Walker’s Milk & Cookies pairing with Nitro Merlin Milk Stout and the Brown Butter Cookie Company’s signature cookie returns in 2018 (January – March), both in the on and off-premise this year. Off-premise there will be a premium offer for customers to get six Brown Butter cookies for $2 to pair with Nitro Merlin Milk Stout which is available in cans for the first time ever!

Miller Lite is the perfect beer to celebrate Saint Patrick’s Day with because it tastes great and it’s less filling. Feature Miller Lite in the on-premise on St. Patrick’s Day and offer the 22oz. Stadium Cup for draught and feature giveaways like T-shirts, bandanas and more.

Keystone Light is Owning the ’Stone Last year, Keystone Light launched a refreshed look featuring simple can designs and a new secondary packaging. This spring, Keystone Light will continue

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its focus on an equity-driven program of “owning the ’Stone” – through the use of bold retail POS that (literally) breaks through.

Programs

Narragansett Show Us Your Hi-Neighbor!

From January through March, Narragansett wants consumers to Show Us Your Hi-Neighbor!

Off-premise, consumers can pick up Narragansett bumper stickers at participating distributors. Each Narragansett “Hi-Neighbor” bumper sticker will have instructions on the back, letting consumers know how they can be the “Hi-Neighbor of the Week.” POS will also include program details. Once they have the bumper stickers, consumers will post a photo of the sticker on whatever they choose to put it on (car, laptop etc.) on social media, tagging @ gansettbeer using #HiNeighbor.

On-premise, “Hi-Neighbor” coasters will be available to consumers who can participate in the same photo contest using the coasters or “Hi-Neighbor” ’Gansett Lager cans in their pics. Posters will be made available that will include the program information.

From the pool of tags, one weekly prize winner (the Hi-Neighbor of the Week) will be selected throughout the 13 weeks. Weekly winners will receive a “Hi-Neighbor” prize pack including a ’Gansett brewery worker shirt, hat, pint glass, koozie, bottle opener and patch.

One grand prize winner (chosen on National Beer Day – April 7th) will win Beer for a Year!

College and pro football playoff season brings with it the passion of loyal fans, rituals and traditions that are passed down for generations. With six generations of brewing, Yuengling embodies this passion and loyalty. Yuengling Lager is the Original Playoff Favorite and a perfect fit for every playoff celebration. Throughout January and February, off-premise shoppers can save when buying their party snacks wherever they buy their Yuengling beer by using the mail in rebate (up to $5.00) with the purchase of Yuengling brands and party essentials.

On-premise game watchers can enjoy Yuengling 22 oz. football mugs and football promo prize packs. Consumers can also enter to win a Big Game Party Pack, which includes a dartboard and backer, Igloo® seat cooler and $100 Stub Hub® gift card.

Just like the underdogs of March Hoops, Yuengling knows about overcoming tough times to reach a dream. Everything changed for the historic brewery when the brewers created Yuengling Traditional Lager, The Original Game Changer. Throughout March and April, off-premise shoppers can save with a mail-in rebate offer for up to $4.00 back on the purchase of Yuengling brands. Fans can follow their brackets on-premise, while enjoying 22 oz. Yuengling Lager drafts in new Yuengling Hoops glassware and win cool Hoops-themed promo prizes.

Consumers can also enter to win a courtside prize pack, which includes a Yuengling backpack, Grizzly® cooler and a $100 Stub Hub® gift card.

Happy St. Patrick’s Day From The Orchards Of Ireland Magners will celebrate St. Patrick’s Day with increased POS and promotions focused around the holiday celebration and aligning with other authentic Irish brands. Traditional St. Patrick’s Day items like beads, koozies and T-shirts will be available to support the efforts. Remember that Magners Original is now more highly carbonated to make it more authentic to Ireland! www.origlio.com HeadyTimes v.22 21

Programs Celebrate St. Patrick’s Day the Danish Way Carlsberg is the #1 lager in Ireland and the packaging is green making it the perfect option next to Guinness for St. Patrick’s Day celebrations. From February 1st to March 31st, Carlsberg is offering a digital rebate to consumers for $5 back on a Carlsberg 15pk, $4 back on 2 Carlsberg 6 packs and $3 back on 2 Carlsberg 4 pack 16.9 oz. cans.

Carlsberg Big Game Rebate With over 100m viewers, the “Big Game” (you know which one) is a major US sporting event and drinking occasion.

Many people spend the day with friends and enjoy multiple beers, therefore requiring a smooth, tasteful, sessionable, pilsner-style lager like Carlsberg. In January and February 2018, Carlsberg is offering a digital rebate for $5 back on a Carlsberg 15pk, $4 back on 2 Carlsberg 6 packs and $3 back on 2 Carlsberg 4 pack 16.9 oz. cans.

Win a Trip to New Orleans Courtesy of Kronenbourg In an effort to promote Kronenbourg’s French Heritage, fans can enter to win a trip for themselves and one guest to New Orleans in 2019. In order to make the trip appealing to a broad audience, they will have the option of attending Mardi Gras or the Jazz Fest. The prize includes airfare and accommodations. Those who choose Mardi Gras will receive tickets to the Bourbon Heat Mardi Gras party and those who choose Jazz Fest will receive VIP tickets to the event. Fans can enter to win January through March 2018.

Crabbie’s US Rugby Sponsorship In 2017, Crabbie’s sponsored the US Rugby team. In 2018, they will keep the connection alive with an exciting consumer giveaway – tickets to the Rugby 7s World Cup in San Francisco! Throughout the months of February, March and April, fans can enter to win a trip for themselves and a guest to the Rugby 7s World Cup in San Francisco. The prize includes airfare, accommodations, transport to/from airports, tickets to one match and transport to/from the match.

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Programs Pacifico Proudly Sponsors Burton U.S. Open Snowboarding Championships

Pacifico 2018 National TV Campaign For decades, beer lovers who appreciate Pacifico’s crispness, drinkability and unique origin story have spread the word about the brand.

In 2018, Pacifico will return to the slopes for the 6th year as the “Official Beer Sponsor” of the Burton U.S. Open Snowboarding Championships. To leverage this exciting partnership, there will be a national retail promotion with on and off-premise POS, including a consumer sweepstakes where a lucky winner will attend the 2018 USOS event in Vail, CO. To activate at retail, Pacifico will be backed by a 360-degree plan, with impactful POS to help drive consumer demand in both the on and off‑premise.

Word-of-mouth has gotten Pacifico pretty far, but it will get an extra boost this year. For the first time, Pacifico will have a full, national TV plan in 2018, which will cover every single market across the U.S. In all, Pacifico will receive 18 total weeks of TV activity from March to October, with no more than a two week hiatus in between. During that time, Pacifico is positioned to be a top 10 national beer advertiser.

The national advertising campaign coincides, and will help support, the national launch of Pacifico 12 oz. cans. The cans will be highlighted in all communications – from TV, to social, to POS. Considering the growth Pacifico has achieved recently, without this level of support, it’s safe to say the future of this brand is as bright as its eyecatching yellow cans.

Of the top 25 high-end brands last year, Pacifico was the fastest growing during the winter. In markets where Pacifico received full coverage media last year, the brand saw its dollar sales jump an average of 21% vs. the prior year.

Corona Partners with Philadelphia 76ers Corona is excited to announce an official partnership with the Philadelphia 76ers that gives the nation’s No. 1 imported beer the ability to use the team’s name and logo in marketing, advertising and other promotions.

The partnership creates a slam-dunk opportunity for retailers to leverage the power of the 76ers to drive interest and engagement in the Corona brand statewide, like marketing programs and special events including exclusive fan experiences and unique POS. This marks Constellation’s first major sponsorship in the area. The Origlio and Constellation sales teams are eager to bring a comprehensive and powerful “right to marks” and execution program to retail.

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Programs Heineken and Soccer Are Made For Match Day For Heineken, soccer isn’t just a game. It’s not just a sport you gather with friends to watch. It’s not just a reason to get wild in a pub, while you wear your club’s colors on your sleeve.

Heineken knows soccer like the back of its hand and the top of its foot, and wants to make sure you know the only way the beautiful game should be watched, is with Heineken.

Enjoy The Game with an All-Star Roster All year, fans count down the days until the first kickoff of the football season. While Dos Equis is the Official Beer Sponsor of the College Football Playoff, the Heineken USA portfolio is keeping the excitement of the game going after the National Championship and into the Big Game.

They’re getting fans ready for the Big Game and keeping them tuned in to the playoffs with custom on and off-premise POS displays. By enhancing the football viewing occasion for sports fans all season, HUSA is ending the postseason bigger than ever and ensuring your sales come out on top.

In 2018, Heineken will dominate the soccer field by producing national visibility creative and regional focused POS. Our region will have custom Philadelphia Union POS to be leveraged in the market.

So no matter who you support, no matter whose flag you fly, everyone should be able to agree that when it’s match day, the only way to do it is with Heineken.

Claim Your Corner with Tecate 2017 has been a huge year for boxing. As 2018 approaches, with more belts at stake, Tecate wants to make sure the excitement for the sport goes the distance throughout the upcoming year.

That’s why they’re evolving their top contending boxing program, so fans, Tecate in hand, continue to gather for every fight and decide who will run the ring. The bell has rung once again. The time has come to Claim Your Corner.

Savor What Matters with Strongbow Modern life is full of synthetic stress. It’s like we’ve forgotten how to savor what really matters. From the park to the patio, Strongbow reminds us that nature is everywhere – we just have to find it again. So gather your closest friends, and start searching. It’s easier than you think.

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RethinkingRETAIL Shelf Talkers “Stop the Shopper” So Why Not Download Them For Free at Origlio.com?

Simply search for a beer at Origlio.com. Click on the beer and it will take you to a description page. Hover over the shelf talker box on the upper right side. Select print. Four shelf talkers are then automatically sent directly to your printer.

“I

T WORKS FOR WINE,” SAYS Bob Sokel, Off-premise Chain and Space Planning Manager for Origlio Beverage. “There is no doubt in my mind that shelf talkers stop the shopper and influence what a browsing customer purchases. That’s why we’ve invested so much money in custom software, which automatically generates shelf talkers for each one of our products. We know that consumers like variety and want to be educated, so why wouldn’t a retailer take advantage of this free service?”

up on their cell phones… style, ABV, IBUs, taste and food pairings. There’s even a space for you to include a score from whichever source you find credible. (ABI recently purchased RateBeer.com so we thought you would want to use a score from an independent source you trust.) Beers tagged with a rating – preferably those with a score of 88 or higher, tend to sell better. You could call them “better beers” that sell at higher price points.

In other words, the beers you want to sell more of.

the beer’s story, they grab the shopper’s attention right at the point of purchase, where 70% of buying decisions are made. How cool is that?

Retailers know the importance of stopping customers in their tracks to get them to buy things that aren’t on their shopping list. A good shelf talker can do that. “When I’m in a wine store, I watch people shop. I see them drawn to a bottle because they are reading the shelf talker,” Sokel observed. “Once the bottle is in their hands, there’s a good chance it will end up in the shopping cart.”

So why should you bother downloading Origlio’s shelf talkers?

4. Guide the shopper to higher margin brands

Shelf talkers provide information that customers may be afraid or embarrassed to ask. Plus, consumers are more likely to buy a product that catches their eye. That factor outweighs promotions, coupons, recommendations and even ads according to a study by Market Force.

5. Combined with a price promotion, shelf talkers signal value, increasing sales velocity

Origlio’s eye-catching shelf talkers, with their colorful graphics and useful information, not only tell

8. Attract new customers who like the way you sell beer

Along with a full-color graphic, Origlio’s shelf talkers uniformly display the information consumers typically look

Shelf Talkers Add Another Level of Customer Service and…

1. Simplify the shopper’s decision making process 2. Highlight products with the hottest flavors and trends customers seek 3. Create a positive, “value-added” shopping experience

6. Shoppers seek strong value propositions, not always the lowest cost 7. Increase purchases made by loyal customers

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1000 Patriot Parkway Reading, PA 19605

Celebrate St. Patrick’s Day with Guinness 2018 marks the 200th St. Patrick’s Day in America for Guinness! Consumer spend rose 20% last year and exceeded $5 billion for St. Patrick’s Day. And again this year, Guinness will lead the celebration, bringing together their brewers in Dublin, Guinness adorers and a new set of drinkers, with their iconic beers. The brand is a distinct part of St. Patrick’s Day tradition, so be sure to build displays and decorate your account using thematic POS. Guinness St. Patrick’s Day programming will be supported by digital and social media advertising as well as TV ads which will kick off the first week of March with, the heaviest weighting during the holiday week.

Guinness Give A ’Stache Drive excitement in the months leading up to St. Patrick’s Day using the famous Guinness foam mustache to engage consumers and help raise money for charity. As we all know, when enjoyed slowly, each pint of Guinness stout leaves behind a foamy mustache after the first sip. And this year, the ’stache will again be Guinness’ symbol for building bonds. Leading into St. Patrick’s Day, Guinness will donate $1 to charity (up to $100K!) for every photo shared with @GuinnessUs using #StacheForCharity on social media. Leverage Guinness’ suite of POS featuring the charitable campaign and have consumers share pictures of their ’staches – self-grown, Guinness-enhanced or drawn-on – on social media. Last year’s successful Give A ’Stache campaign raised $100K for Hurricane Harvey relief efforts.