Holiday 2017 | V.21
ORIGLIO BEVERAGE – READING
COLBY
CHANDLER
BALLA ST
POINT
BREWING
Delivering Excellence Seasonals Rethinking Retail New Products Programs M A G I C H A T B R E W I N G C O M PA N Y | H O L I D A Y S E L E C T I O N S | S H E L F S E T S F O R S I N G L E - S E R V E
Letter toTHE TRADE It’s the Most Wonderful Time of the Year
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O YOU KNOW WHY THE DAY AFTER THANKSGIVING IS CALLED Black Friday? The phrase was coined by retailers whose balance sheet for the year was in the red. So from that day until the end of the year, retailers hoped sales would improve, getting them out of the red and into the black.
All of us at Origlio are committed to helping you maximize sales. And there is plenty of time for you to make changes to the layout of your store and rethink the assortment of products you carry to make these last few months of 2017 the most wonderful time of the year. OK, I know what you’re thinking. “Thanks for the advice, Dominic. But that’s easier said than done. There are only so many hours in a day.” I’m not much of a shopper. And because I have a warehouse full of the best beers in the world, I’m not a typical consumer either. So I dialed up a friend of mine, his name is George Ward, who is both a frequent visitor to PA and the Director of Off-Premise National Accounts for Sam Adams. I asked George a few questions: What should a busy retailer focus on when trying to make changes? And, is there any advantage to being a beer-only retailer in our state?
In This ISSUE Delivering the Taste of Excellence............... 1 Cover Story......................... 2 Brewer Highlight ................. 4 Iron Run Beverage............... 5 Jimmy G’s Railroad House ... 6
Here are a few things George had to say… • There are advantages PA retailers can leverage to compete against chains. With personalized customer service and a well-organized, easily shoppable store, independents can absolutely compete. Across the country, chains tend to offer too much of everything. By offering a good selection of beer in a clean, well-organized space, with employees who can help customers make choices, independents can thrive. Add competitive pricing & a good location and you have a formula for success. • Now is the time to think about what you want to sell and how to best merchandise those items for the holidays. Fewer items are better. That does not mean variety isn’t important. It just means giving the right kind of focus to big sellers and profitable items/packages. [Check out the shelf set template on page 25, which will help you curate your product assortment.]
New Products ..................... 7 Seasonal Selections ............. 8 Programs......................... 17 Rethinking Retail .............. 25
• As for selection, focus on what sells (the items that drive profit and volume for you) and what you know your customers want. Ask your Origlio representative for the best sellers. Read some local beer publications and visit local bars to understand what’s hot. • Brand sets sell more product than style sets. Beer is still a brand-driven category. The only beer style that drinkers clamor for is IPA, and that is still a limited audience. Brand sets work. They are easy to shop and easier to merchandise. • Pay attention to trends but don’t be a slave to them. A retailer needs to anticipate what their customers may like, and provide it. This drives loyalty and customer satisfaction. I hope George Ward’s suggestions help make the next few months “the most wonderful time of the year” for your business. I wish you all a happy holiday season and a successful New Year. All of us at Origlio Beverage are grateful for your business and we look forward to our continued partnership in 2018.
®
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 Jamie Rivera
Delivery Service Representative How long have you been with the company? 16 years. What areas do you service? Grocery stores in Lehigh and Northampton Counties. How do you provide the best service to your customers? It’s all about trusting the customer and building a relationship with them. What do you like to do in your free time? I like to ride my motorcycle and jet ski and spend time with my son.
Jed Powell
Senior Director of Sales How long have you been with the company? 15 years between the sales and marketing departments. What does your current position entail? I oversee our [Reading’s] selling efforts, while working closely with all other departments in our organization. I also work directly with our marketing personnel and supplier partners. What has been the best thing about your job? To be able to work with amazing, talented people who care about our company and the quality of service we provide. I also enjoy being a part of the professional development of our sales staff. We have great people and it’s a pleasure to work with them every day. What does it take to ensure your department runs smoothly on a day-to-day basis? Trust would be number one. Trust that the people and processes are doing the right things at the right times. We’ve had some very helpful technological updates lately, but it’s the people that drive the day-to-day decisions and interactions. What is the best piece of work-related advice you’ve ever received? Early in my career, I worked for a manager who believed in the “Golden Rule” when it comes to business relationships. That advice has paved the way for me throughout my tenure. In this relationshipdriven industry, it’s important to realize that we all have our own unique challenges to overcome on a daily basis.
What do you like to do when you’re not working? I like to stay active and spend time with my family and friends. I also enjoy listening to music and watching sports. (Editor’s note: Jed Powell completed an Ironman Triathlon, which is a 2.4 mile swim, a 112 mile bicycle ride and 26.22 mile run, this past July in Lake Placid, NY.)
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CoverSTORY Ballast Point: So Much More Than Sculpin By Lew Bryson
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balanced and culinary way, and they still do small-scale, draught-only beers in their southern California facilities.
And that makes sense. Sculpin was the breakout beer for Ballast Point, the one that transformed them from a great local brewery to one whose beers were in demand across the country. It’s a great story, and one you can tell your customers to get them hooked on the big fish – Ballast Point’s entire portfolio.
Beyond Sculpin: The Victory at Sea Series
OU MAY THINK OF SAN DIEGO-BASED BALLAST POINT BREWING as the “Sculpin brewery,” and you’d have good reason. Sculpin – and Grapefruit Sculpin, Pineapple Sculpin, Habanero Sculpin and new Unfiltered Sculpin – blew up big in the past three years. People grabbed it in bottles and cans, drank it on draught, and talked about it all the time. People who were brand new to craft beer suddenly thought they knew everything about it. The only thing they really knew was that they liked Sculpin. They didn’t know anything about Ballast Point.
The Ballast Point Story Most craft brewers began as homebrewers. But the company that became Ballast Point, has its roots in the homebrewing business. The brewery’s founders launched Home Brew Mart, a retail operation selling ingredients and equipment to homebrewers. It was a way they could make money to support their homebrewing “habit”. The store just celebrated its 25th year in September 2017. The brewery came four years later... and eight years later, in 2004, two Home Brew Mart employees helped their homebrew club win the Club Of The Year award in the National Homebrew Competition. Those two employees, Doug Duffield and George Cataulin, brewed gold medal-winning beers, both in the IPA category, and when they looked at each other’s recipes, realized that they were strikingly similar. In 2005, Ballast Point specialty brewer Colby Chandler worked with them to meld the two recipes into one beer, one of the very first “juicy” IPAs, where the fruity notes of Simcoe and Amarillo hops came out over the typically bitter and piney hops of the West Coast style. Chandler created Sculpin as we know it today. It blew up, and everyone wanted it.
Ballast Point 2.0 That’s a good story in itself, but there are two very important additional pieces to it. First, it reminds us about what kind of brewery this is. It’s no secret that the folks at Constellation Brands, importers of Corona and other Mexican beers, spent big money to acquire Ballast Point. There was a willing buyer and willing sellers, who after more than 20 years in the business decided the time was right to move on. “Hey, it’s the American dream,” Colby Chandler reminded an Australian journalist during a recent trip to the land down under. “Constellation wants to get great liquid to consumers. That helps the industry as a whole. As a brewer, that’s my goal, too.” It’s worth reminding your customers that the brewery hasn’t really changed. Ballast Point is still experimenting with flavors, in a very 2
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And Chandler is still brewing beer. He makes two or three different brews every week at Ballast’s ‘R&D’ restaurant in San Diego’s Little Italy. The company may have been purchased, but it continues to stay fresh and open to new ideas.
Which brings up the second point: it’s a lot more than just Sculpin! Ballast Point has always had a full range of beers, from easydrinking session types like their Bonito Blonde and Even Keel Session IPA to IPAs like Sculpin and Manta Ray and big beers like Victory At Sea Imperial Porter. Your approach with the customer could mirror the brewery’s approach to a new account: lead with Sculpin, establish the quality of the beer, and then follow up with beers for different occasions. That’s why a few beers from Ballast Point should be of particular interest to you right now. One you probably already know: Victory At Sea (VAS) Imperial Porter. This hugely flavorful and light-denying dark beer accents the roasted coffee notes of dark malts with a cold-brewed addition of San Diego’s own Caffè Calabria coffee, and smooths it off with a hint of vanilla. It’s big, but like all Ballast Point beers, it’s balanced. The brewery suggests pushing this opaquely black beer hard at the Winter Solstice, December 21st, the “Darkest Day of the Year.” VAS may not be on your average customer’s radar, but if they like Sculpin, that’s a great intro to this huge glass of black thunder.
CoverSTORY Ballast Point: Selling the Portfolio Take your customers on a journey through the Ballast Point lineup. Begin with the Discovery series, then watch them trade up to the Flagship and Explorer series.
DISCOVERY And there are two flavor additions to Victory at Sea this year: Coconut and a Peanut Butter version (you know there are customers for that one!). These are fantastic beers – perfect for rich, celebratory holiday meals, from Halloween to Valentine’s Day.
The Discovery Series
Anchored by Fathom IPA and Bonito Blonde, these flavorful, lower ABV, attractively priced beers will “hook” customers on Ballast Point. • Fathom IPA • Bonito Blonde • Mango Even Keel Session IPA
Sculpin and VAS might be too much for some customers. As in too much flavor or maybe just too expensive. That’s why Ballast Point has a new Discovery series that includes beers from 4-6% ABV, with a more approachable flavor profile and a more affordable price point. These beers introduce customers to the brewery (or even to the craft category). There are familiar brands in the series, like Mango Even Keel, Bonito Blonde, and Longfin Lager, but there’s a new one, too: Fathom IPA.
• Longfin Lager
Fathom is the kind of beer even you might find yourselves going back to: a solid IPA. Not a flavored IPA, or a “juicy” IPA, not a double or a session IPA and not a cloudy “New England” IPA, Fathom is the kind of IPA the West Coast brewers built their identity on: bitter with a malt backbone, enveloped in a cloud of citrus and pine hops aroma. Classic stuff your customers may have yet to discover.
• Grapefruit Sculpin IPA
It’s All About the Beer Who owns a brewery should not be more important than who makes the beer, and how it tastes. It’s time to focus on the liquid. That’s where Ballast Point shines. The brewery started with people who were all about making great beer and they still think that way. They still run the Home Brew Mart and are very much connected to homebrewing. Colby Chandler’s work is proof of that. BTW – Complete with “Tasting Room & Kitchen”, Ballast Point’s new Daleville, Virginia brewery lets foodies and beer lovers experience the San Diego craft beer scene in the beautiful Blue Ridge Mountains.
• Rotating Seasonals • Ballast Point Variety Pack
FLAGSHIP Signature beers like Sculpin IPA epitomize craft beer at its best. And Ballast Point aficionados don’t mind spending a bit more for high quality brews. • Sculpin IPA • Unfiltered Sculpin IPA • Manta Ray Double IPA • Rotating Seasonals • Sculpin Variety Pack
EXPLORER For those who dare to journey beyond IPAs, these beers are the brewery’s most innovative barrelaged and sour offerings. • Sour Wench (year-round) Four Rotating Packages • Red Velvet Jan-Mar • Watermelon Dorado Apr-Jun • Pumpkin Down Jul-Oct • Victory at Sea Nov-Dec
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BrewerHIGHLIGHT Inspired By The Arts, Magic Hat’s Brewing Innovation Is At An All Time High Since it first opened in 1994, the Magic Hat Brewing Company & Performing Arts Center (its full, given name) has been a strong supporter of the arts, from brewing to visual and everywhere in between.
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RT IS IN OUR BLOOD,” EXPLAINS MAGIC HAT PRESIDENT MARK Hegedus. “Everything we do is inspired by the artists in our brewery and in our community, those who take on the risk of being judged, who put their energies out there in the world to inspire, inform, provoke and bring joy.” In 2017, Magic Hat received national recognition from Americans for the Arts for being one of the top 10 businesses partnering with the arts in America.
Magic Hat’s newest year-round beer (and only the brewery’s 6th year-round offering) – Taken for Granite (aka TFG) – is a testament to the creative pioneers at the brewery. First brewed on their 5-barrel pilot system for their VT-Only series, TFG isn’t just about pleasing palates. It’s about acknowledging where Magic Hat came from – a groundbreaking Vermont brewery – and showing where they’re headed – doubling down on innovation, and not taking for granted their place in the annals of craft beer.
Here are 10 things you should know about the Magic Hat Brewing Company: 1. Taken for Granite (aka TFG), Magic Hat’s newest year-round beer, will be available in early 2018. It’s a rock solid IPA with juicy hop notes of grapefruit, orange and peach that will mine your every taste bud. 2. As far as Magic Hat knows, their flagship #9 is the only “Not Quite Pale Ale” in the universe. 3. Magic Hat once brewed a beer with a clove of garlic in every bottle (and garlic in the boil), called Ale of the Living Dead. It was so bad that their local wholesaler sent their pallet back after they tasted it. The beer was then used when placing bets around the brewery; loser had to drink a bomber. 4. In 2016, Magic Hat released a series of Split 6’ers, 6-packs featuring two year-round beers paired with two spin-offs of that beer. Choose Your Hefe was the first, with Circus Boy (American-style hefe) and Zirkus Boy (German-style hefe), followed by A Duet of Nines, featuring #9 and its hopped up counterpart, Hi9. 5. In 2016, the brewery installed a 5-barrel pilot batch system. Beers brewed on this setup are part of Magic Hat’s VT-Only Series. Only 20 sixtels of these beers are kegged and they’re only available in Vermont. To date, they’ve brewed beers like Fancy Grade (Maple Doppelbock), Local Rocker (Saison), a Switchel-inspired beer and a Rosemary Patersbier. 6. Magic Hat also installed a new canning line in 2016 that allows the brewery to offer #9, Circus Boy, TFG and more in 12 and 16 ounce cans. 4
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Magic Hat Head Brewer Chris Rockwood (left) and Brewery Manager Robert Kuntz
7. Some of the electricity it takes to power their brewery comes from a “digester” in their backyard. This machine, created by PurposeEnergy, takes spent grain and wastewater from the brewery and converts it to methane gas, which is then turned into electricity. 8. Every year, Magic Hat holds the Labels for Libations contest, in which local Vermont artists are asked to design a label for their Art Hop Ale. 9. Magic Hat hosts the largest Mardi Gras celebration in the Northeast. Every year in March, tens of thousands of people visit Burlington and brave the harsh Vermont winter to watch floats roll down Main St. The event benefits the local food bank. 10. Each beer in Magic Hat’s Humdinger Collection benefits a different Vermont non-profit. Past beneficiaries include the Lake Champlain Committee, VT Cares, Vermont Foodbank, SEABA and The UVM Hops Project.
Off-PremiseSPOTLIGHT Iron Run Beverage Family owned for nearly 40 years.
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ONVENIENTLY LOCATED RIGHT OFF OF ROUTE 100, Interstate 78 and the PA Turnpike, Iron Run Beverage has served this bustling area of Lehigh County for close to 4 decades. Inside the store, the friendly faces of owners Ed and Judy Rau, their children & grandchildren can often be found assisting customers amongst the neatly stacked cases or behind the counter. You might even be greeted by the store’s unofficial mascot, a Labrador mix named Aspen, sporting the latest Labatt or Coors t-shirt. Heady Times (HT): Tell us about the history of your business. Ed Rau (ER): I was actually looking at newspaper ads to buy a golf course and I saw a beer distributor for sale, which I ended up purchasing. Our first location had an apartment above the store and that’s where my family and I lived. We outgrew that space 22 years ago and moved to our current location. It was just a single building back then. About 11 years ago, we added the strip mall onto the existing building, which offers units for businesses to rent out.
From left to right: Owners Judy and Ed Rau, daughter Amanda Rau, employee Tommy Ondush. Front: The Rau’s grandchildren, Ava and Andrew. Missing from picture: Jenna and Jeff Butterwieck
HT: How has your business changed in recent years? ER: We’ve added coolers, gondolas for single serves and implemented a new computer system, all in the last few months! There are also so many more products available and it gets tough to keep up with all of them. As a distributor owner, our sales reps are vital in keeping us up-todate on what’s available. HT: What has been the biggest challenge you’ve faced and how did you overcome it? ER: Probably all the changes the state has made over the last few years. Somehow you just make it work, it sure wasn’t easy. The computer stuff is what’s the hardest for me. That’s where our daughters and [son-inlaw] Jeff are fantastic. Judy Rau (JR): I agree. All the changes to the laws in Pennsylvania have been difficult. It’s like you’re always in limbo. And it’s been a huge expense to change the look of our old store, which had a warehouse feel, to something more inviting for the consumer. ER: I think we’ve made it pretty shoppable. We widened the aisles and have shopping carts. Tommy gets a lot of positive feedback on the changes we’ve made. HT: What makes you stand out from other retailers in the area? ER: We have a good selection and a very shoppable store. We offer great customer service – Tommy loves talking to people. I’ve had people tell me they like it here because it’s family-run. They enjoy seeing our daughters at the store on the weekends. We also have a great location and plenty of parking. JR: And Aspen! ER: Yes, Aspen is usually here. Everyone loves her. When we give t-shirts away during samplings, we always put one on her and she wears it around the store. The customers love it! IronRunBeverage.com • 7525 Tilghman St., Allentown, PA • 610-395-2161 www.origlio.com HeadyTimes v.21
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On-PremiseSPOTLIGHT Jimmy G’s Railroad House Jimmy G’s Railroad House is a local pub with staying power.
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HEN JIM GIUFFRIDA OPENED THE DOORS TO JIMMY G’S Railroad House 10 years ago, he could have only dreamed of the success it would become. “I’ve learned a lot in 10 years. We made mistakes of course, but we did a lot of things right. There’s a special satisfaction in being part of this place. It’s a local landmark.” Giuffrida pulled up a bar stool and sat with Heady Times to talk about Railroad House and his latest business venture. Heady Times (HT): How did you get started in this business? Jim Giuffrida (JG): Early retirement from my engineering career at Carpenter Technology afforded me the opportunity to do something I always wanted to do – own a bar. Growing up, my mom and dad owned a neighborhood bar in York, PA, and my extended family owned several bars, pizza shops and restaurants. My plan was to own a small, neighborhood bar and that’s when I found this building.
Bartender Adam Bucher (left) and owner Jim Giuffrida
HT: It needed a bit of work, didn’t it? JG: It had been a local hotel/tavern for nearly a century, but was shuttered for years and fell into disrepair. I thought it was perfect; it was a block off the main road and it had great ambiance, but it needed so much work, my dad said I was crazy. The renovations took almost a full year… I had to gut everything! But if I was going to do it, I wanted to do it right. HT: What was the competitive landscape like when you first opened compared to now? JG: When we opened there weren’t many sports bars in the area, so the anticipation had built up. We opened the first Sunday of the 2007 football season and actually had to turn people away because we were packed wall to wall. Initially, we spent a lot of money on technology. At that time, hi-def TVs were still really expensive, but I bought a bunch and put them all over this place. I could show up to 11 games at the same time! It was a great way to get people in the door.
on a Friday night for a long time; we don’t charge a cover or raise our prices. All of our drinks are very reasonably priced. Our staff is very friendly, most of them have been here since we opened. They have great rapport with our customers. That’s hard to find, but so important.
In recent years, all of the local sports bars have had to step up their game, especially with big chains moving into this area. In response, we expanded the inside bar, added the outside deck and doubled the number of beers we have on tap. Our challenge now is to stay ahead of the times and on top of the trends to keep bringing people in. Also, a few years ago I purchased another local bar and restaurant, Beverly Hills Tavern. It’s much larger than this and has an enormous outdoor beach bar and seating area, a fine dining restaurant and kitchen capabilities for small catering services. The combination of the two locations is very complementary. HT: What sets Railroad House apart from other retailers in the area? JG: We have a pretty deep pub menu and we use the best quality food we can get. I would rather give up some margin and make it up in volume. When it comes to food, our wings and shrimp are amazing; they have been our biggest sellers since day one. We’ve been the hottest spot RailroadHouse.net • 152 Woodrow Ave., Sinking Spring, PA • 610-678-1177 6
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NewPRODUCTS Prestige Lager
Carlsberg Lager 15 Pack Cans
Prestige is an American-style lager brewed using the finest ingredients. Utilizing natural hops, 2-row malt, quality yeast and crystal pure water, the end product is a deliciously refreshing, award-winning lager. ABV: 5.6% Package: 12 oz. bottles only Availability: Now, year-round in Lancaster and Berks Counties
With its golden color and delicate smell of hops and malt, Carlsberg is the quintessential pilsner beer. It is a wellproportioned bottom-fermented lager beer with a flavor of hops, grains, pine needles, sorrel and Danish summer apples. The bitterness of the hops and the apple-like sweetness provide a harmoniously balanced taste. And now, Carlsberg Lager is available in 15 packs of 11.2 oz. cans! ABV: 5% Availability: Now, year-round in Lancaster, Berks, Lehigh and Northampton Counties
Smirnoff Spiked Sparkling Seltzer 12 Pack Cube The Smirnoff Spiked Sparkling Seltzer 12 Pack has been redesigned in a new cube pack, which now includes 4 flavors: Orange Mango, Cranberry Lime, Watermelon and new Berry Lemonade. All flavors have zero sugar, 1 gram of carbs, 90 calories and are crafted to remove gluten. Availability: Now, year-round in Lancaster and Berks Counties
The New Look of PALM PALM got a makeover, complete with an updated bottle design! This sleek new look highlights the horses and communicates the beer’s refreshing taste. This follows Bavaria’s 20+ million dollar investment in the brewery in Steenhuffel to modernize the facilities. Check out the new look of PALM, available now!
Mike’s HARDER Brand Refresh New look, same HARDER – the #1 FMB single just became more awesome! This fall, all of Mike’s HARDER 16 oz. and 23.5 oz. cans got new packaging to go along with the brand’s new campaign and largest media spend to date. Changes include: bolder, high energy graphics that appeal to millennial male consumers, an enhanced flavor callout for shoppability and improved branding with a larger, diagonal logo to increase on-shelf visibility.
Green Flash GFB 19.2 oz. Cans Previously available in 12 oz. bottles and draught, GFB will soon be available in 19.2 oz. single-serve cans as well! What is GFB? Sometimes, you just want a great beer. And that’s what GFB is. This blonde ale is light, refreshing and crushable. GFB has an approachable flavor with hints of honey and orange peel complemented by a mellow malt character. At 4.8%, it is expertly crafted to enhance any occasion. ABV: 4.8% Availability: Now, year-round in Lancaster and Berks Counties
Ballast Point Fathom IPA Fathom IPA highlights the brewery’s favorite characteristics of the West Coast IPA style. This crisp and clean brew features a touch of malt on the surface with an ocean of zesty orange and piney hops below. The result is a refreshing, easy drinking IPA with just the right amount of depth. ABV: 6% Package: 12 oz. cans only Availability: Year-round, beginning in October in Berks, Lehigh and Northampton Counties www.origlio.com HeadyTimes v.21
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NewPRODUCTS Peak Highball Cider Cocktails Highball Cider Cocktails are a tour of superlative flavor experimentation – fusing crisp and refreshing organic cider with unique craft cocktail treatments heralded by the industry’s most cutting edge bartenders. These cutting edge, organic cider cocktails are gluten-free and non GMO.
Peak Highball Ginger Mule Ginger Mule is a clear nod to the Moscow Mule, with ginger from Peak’s friends at Charlie’s Redhouse Farm as the centerpiece. Herbaceous and flavorful, Ginger Mule creates the perfect balance of spice and sweetness. ABV: 7% Package: 16 oz. cans only Availability: Now, year-round in Lancaster, Berks, Lehigh and Northampton Counties
Peak Highball Mint Lime Mint Lime draws inspiration from a finely crafted mojito, with its potent blend of lime and mint. It’s bright and aromatic, with a tangy citrus burst that is wildly refreshing. ABV: 7% Package: 16 oz. cans only Availability: Now, year-round in Lancaster, Berks, Lehigh and Northampton Counties
SeasonalSELECTIONS When Demand Exceeds Supply Many of our craft seasonal and specialty releases are available in limited or extremely limited quantities. Breweries only produce a certain amount of their specialty beers and 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.
Pilsner Urquell 175th Anniversary Limited Edition Cans and Tins Due to its previous success, Pilsner Urquell is putting their heritage front and center with unique, collectible cans and tins to commemorate their 175th anniversary as the world’s original golden pilsner. With four tins to choose from, each one holds four limited-edition cans featuring designs found in the brewery’s 175-year-old historical archives. ABV: 4.4% Package: 16 oz. anniversary cans in limited-edition tins Availability: Now! in Lancaster and Berks Counties
Peak Highball Grapefruit Paloma Grapefruit Paloma features a grapefruit and lime treatment that crafts a stellar balance of tart and sweet. ABV: 7% Package: 16 oz. cans only Availability: Now, year-round in Lancaster, Berks, Lehigh and Northampton Counties
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Blue Moon Pacific Apricot Wheat Golden and hazy with a luscious aroma, this light and refreshing wheat beer has a fresh, ripe apricot flavor followed by a hint of cardamom and a malty-sweet finish. ABV: 5.6% Packages: 12 oz. bottles and draught Availability: November in Lancaster, Berks, Lehigh and Northampton Counties
SeasonalSELECTIONS Miller Lite Steinie This holiday season, Lite reintroduces the limited edition Steinie bottle (in a displayready case) to pilsner lovers everywhere. The original Steinie first debuted in 1975. Toast to a true original. ABV: 4.2% Package: 12 oz. bottles only Availability: November in Lancaster and Berks Counties
Leinenkugel’s Snowdrift Vanilla Porter Drift into winter with Snowdrift Vanilla Porter, back by popular demand. A fuller-bodied brew with hints of cocoa, coffee and caramel brought out by roasted malts and aged on real vanilla, Snowdrift Vanilla Porter is smooth and creamy, making it perfect for warming up winter. ABV: 6% Packages: 12 oz. bottles and draught Availability: November in Lancaster and Berks Counties
Leinenkugel’s Winter Explorer Pack Toast the holidays with four beers perfect for the season in Leinenkugel’s Explorer Pack: Pomegrante Shandy, Creamy Dark, Snowdrift Vanilla Porter and, back for a limited time exclusively for this Explorer Pack, Northwoods Lager. Originally introduced in 1986, Leinenkugel’s Northwoods Lager quickly became a fan favorite across the country. 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 Lancaster and Berks Counties
Leinenkugel’s Pomegranate Shandy Pomegranate Shandy is a refreshing combination of flavors that’s perfect for the colder months. Take a sip and taste the juicy, fruity, slightly citrus character of a ripe pomegranate, balanced with the maltiness of traditional weiss beer. ABV: 4.2% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: November in Lancaster and Berks Counties
Jolly Traveler Jolly Traveler is a cheerful winter beer inspired by the senses of the season. A wheat beer made with real orange, pomegranate and holiday spices, this Traveler is a refreshing libation for the season of festivity. ABV: 4.4% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: October in Lancaster, Berks, Lehigh and Northampton Counties
Samuel Adams Winter Lager Winter Lager’s rich malt notes and accents of cinnamon, ginger and orange peel are just the right companion for decking the halls, the holiday table, your fridge, your hand… you get the picture. ABV: 5.6% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: November in Berks, Lehigh and Northampton Counties
Samuel Adams White Christmas Hazy, crisp and bright, this unfiltered white ale has a unique and festive twist. Its crisp wheat character combines with warming holiday spices like cinnamon, nutmeg and orange peel for a flavorful yet refreshing brew that’s perfect for the season. ABV: 5.8% Packages: 12 oz. bottles and draught Availability: November in Berks, Lehigh and Northampton Counties
Samuel Adams Winter Classics This year’s Winter Classics variety pack features: Sam Adams Boston Lager, Winter Lager, Old Fezziwig, Oatmeal Stout, Chocolate Bock and Amber Bock. Availability: November in Berks, Lehigh and Northampton Counties
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SeasonalSELECTIONS Ballast Point Victory at Sea Victory at Sea Imperial Porter is a bold, smooth brew with just the right amount of sweetness. This robust porter is infused with vanilla and San Diego’s own Caffè Calabria coffee beans. The subtle roasted notes and minimal acidity of the cold brewed coffee balances perfectly with the sweet caramel undertones of the malt, creating a winning combination for your palate. ABV: 10% Packages: 12 oz. bottles and draught Availability: November in Berks, Lehigh and Northampton Counties
Ballast Point Peanut Butter Victory at Sea Peanut Butter Victory at Sea is a nutty version of the brewery’s popular Imperial Porter. Ballast Point took their trademark robust porter brewed with Caffè Calabria coffee and vanilla and added peanut butter, creating another level to this roasty, flavor-forward beer. ABV: 10% Package: 22 oz. bottles only Availability: November in Berks, Lehigh and Northampton Counties
Ballast Point Coconut Victory at Sea Coconut Victory at Sea takes the brewery’s popular Imperial Porter to another place. Sweet, roasted coconut is added to Ballast Point’s robust porter brewed with Caffè Calabria coffee and vanilla, the perfect complement to this beer’s subtle, roasty intensity. ABV: 10% Package: 22 oz. bottles only Availability: November in Berks, Lehigh and Northampton Counties
Great Lakes Blackout Stout Bold, rich and dark as a power-less metropolis, Blackout Stout commemorates the infamous 2003 blackout that briefly left some 55 million people utterly unplugged. Great Lakes’ Russian Imperial stout is kindled with black malt & roasted barley and illuminated by flickers of bitter hops. ABV: 9% Packages: 12 oz. bottles and draught Availability: November in Lancaster, Berks, Lehigh and Northampton Counties
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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 to keep you a-wassailing all season long. Great Lakes Christmas Ale pairs well with roast duck, spiced desserts and ugly Christmas sweaters. ABV: 7.5% Packages: 12 oz. bottles and draught Availability: November in Lancaster, Berks, Lehigh and Northampton Counties
Evil Genius Han Shot First Han Shot First is an American double IPA hopped with Amarillo, Warrior and Falconer’s Flight hops. This is Evil Genius’ brightest, most intense and aromatic, hoppy beer to date. American 2-row barley and British malted oats provide a soft, clean, fullbodied mouth feel, allowing the hops to steal the show. You will detect big, bold hoppy notes of mango, lemon, fresh cut grass and peach, with almost no bitterness whatsoever. ABV: 8.5% Packages: 12 oz. bottles and draught Availability: November in Lancaster, Berks, Lehigh and Northampton Counties
Evil Genius Santa!! I Know Him! This holiday saison brewed with rose hips, chamomile, black currants and dark Belgian candi syrup is deep, complex and intriguing. A bone-dry, Belgian-style ale, Santa!! I Know Him! is sure to seduce you, or the one you’re with. Roses, chamomile and currants have long been considered powerful aphrodisiacs, so Evil Genius decided to combine 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. Have you been naughty or nice this year? ABV: 7.2 Packages: 12 oz. bottles and draught Availability: December in Lancaster, Berks, Lehigh and Northampton Counties
SeasonalSELECTIONS Magic Hat Jam Pak
Dogfish Head Liquid Truth Serum
Jam on ’til the break of dawn with Magic Hat’s Jam Pak. This variety 12-pack includes: Single Chair, Circus Boy, Heart of Darkness and Blind Faith. Availability: November in Lancaster, Lehigh and Northampton Counties
DFH has been experimenting with tradition-bucking hop schedules for years. They’ve liberated a new truth by exclusively adding every single hop to this IPA after the boil is complete. MYTH: IBUs (hop bitterness) can only be achieved in the boil. TRUTH: Three different hop additions, added in the whirlpool, make this beer truthfully hoppy without being deceptively bitter. Hazy, golden-orange in color, Liquid Truth Serum is hop forward with moderate bitterness & tropical fruit notes and a slight citrus zest finish. ABV: 6.8% Packages: 12 oz. bottles and draught Availability: November in Lancaster, Berks, Lehigh and Northampton Counties
Dogfish Head Oak-Aged Siracusa Nera Magic Hat Heart of Darkness Heart of Darkness is a diabolically delicious stout with a silky, full-bodied mouth feel swirling around a dreamlike undercurrent of bittersweet chocolate from deep roasted malts. Awaken your soul with a rich swirl of creamy black rapture. ABV: 5.7% Package: 12 oz. bottles only Availability: October in Lancaster, Lehigh and Northampton Counties
Mike’s Hard Blackberry Pear Lemonade Mike’s newest seasonal, Blackberry Pear, features a classic mix of Bosc pear, blackberries and lemonade. Refreshing, juicy and full of flavor, the natural, crisp Bosc pear taste comes through, followed by hints of juicy blackberries and refreshing lemon notes, for a nice, clean finish with just the right balance of sweetness and citrus. ABV: 5% Package: 11.2 oz. bottles only Availability: October in Lancaster, Berks, Lehigh and Northampton Counties
This innovative beer-wine hybrid marries a roasty Imperial stout with a jammy Syrah wine. It is then aged on American oak. Jet black with a tan head, this full-bodied brew offers notes of dark pitted fruit, coffee and toasted oak with a dry, roasty finish. ABV: 10% Packages: 12 oz. bottles and draught Availability: Limited quantities in November in Lancaster, Berks, Lehigh and Northampton Counties
Dogfish Head IPAs for the Holidays Dogfish Head is celebrating the holidays with an awesome gift pack! The “To” and “From” gift tag makes it super festive and adds a personal touch as a gift for the craft beer drinker who wants to celebrate the holidays with a hoppy pint. Included in this seasonal variety are: Sixty One, a marriage of beer-wine hybrids and continually hopped IPAs, Sixty One is DFH’s bestselling 60 Minute with Syrah grape must added to create an IPA with equal parts fruity complexity and pungent hoppiness; 60 Minute IPA, a continually hopped East Coast IPA brewed with a slew of great Northwest hops for a powerful, but balanced, citrusy hop character; 90 Minute IPA, a continually hopped Imperial IPA whose powerful malt backbone stands up to the extreme hopping rate for a pungent, not crushing flavor and Indian Brown Dark IPA, a boisterous brown ale meets well-hopped IPA brewed with aromatic dark malt, organic brown sugar and dry-hopped liberally for your holiday-drinking pleasure. Availability: November in Lancaster, Berks, Lehigh and Northampton Counties
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SeasonalSELECTIONS Long Trail Hibernator
Shiner Holiday Cheer
A Vermont classic, Hibernator is built to take the bite from a cold winter night, with a rich malt base highlighted by warming notes of caramel and toffee. ABV: 6% Package: 12 oz. bottles only Availability: November in Lancaster, Berks, Lehigh and Northampton Counties
This holiday dunkelweizen practically unwraps itself with hints of Texas peaches and pecans. Caramelized malts give it a uniquely rich, malt body that’s perfect for the holidays. ABV: 5.4% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: October in Lancaster, Berks, Lehigh and Northampton Counties
Long Trail Winter Survival Pack No stand out moment or peak experience is complete without a couple of tasty beers at the end. Long Trail’s Winter Survival Pack was put together to fuel your next adventure. This pack includes: Long Trail Ale, Green Blaze IPA, Double Bag and Flyin Ryan IPA. Availability: November in Lancaster, Berks, Lehigh and Northampton Counties
Long Trail Barrel Aged Unearthed From the depths of Heaven Hill Kentucky Bourbon barrels emerges a deliciously dark version of Long Trail’s Unearthed American stout. Aged for six months on oak, time spent on wood unveiled complex layers of caramel, oak, vanilla and bourbon. ABV: 9.6% Packages: 12 oz. bottles and draught Availability: Limited quantities in October in Lancaster, Berks, Lehigh and Northampton Counties
Corsendonk Christmas Ale This rich, dark, joyous brew is perfect for celebrating the holiday season. Its aroma of chocolate malt and spiciness is reminiscent of the wonderful smells of holiday baking in Mom’s kitchen. Silky smooth on the palate, it’s predominantly malty, with smoky, spicy and citrusy notes and a long, lingering finish that is slightly tart and malty. Round and well-balanced, it’s a welcome addition to holiday tables and beyond. ABV: 8.5% Packages: 11.2 and 25 oz. bottles, draught and gift packs Availability: November in Lancaster, Berks, Lehigh and Northampton Counties
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Shiner 777 7 hop varieties, 70 IBUs and 7% alcohol by volume, Shiner’s latest Brewer’s Pride small batch brew is aged with southern oak and brewed with Crystal, Cascade, Nugget, Sterling, Mt. Hood, Golding and Willamette hops. This golden brew has a flavor as big as Texas. ABV: 7% Package: Draught only Availability: Now! in Lancaster, Berks, Lehigh and Northampton Counties
Firestone Walker Mocha Merlin With an infusion of dark coffee, a dash of cocoa nibs and a touch of seasonal wizardry, the brewery’s Velvet Merlin oatmeal stout has been transformed into Mocha Merlin – a roasty, chocolaty brew that will warm your soul on a chilly winter’s eve. ABV: 5.5% Packages: 12 oz. cans and draught Availability: October in Lancaster, Berks, Lehigh and Northampton Counties
Firestone Walker XXI Anniversary Ale Since Firestone Walker’s founding in 1996, they have specialized in the rare art of brewing beer in oak barrels. In the fall of 2006, they released a limited edition, oakaged strong ale called 10 to commemorate their 10th anniversary. Firestone Walker now presents XXI, their 12th release in what has become an annual rite at the brewery. XXI Anniversary Ale is a blend of Velvet Merkin, Parabola, Stickee Monkee, Bravo and Helldorado aged in rum barrels. ABV: 11.5% Packages: 12 oz. bottles and draught Availability: Limited quantities in November in Lancaster, Berks, Lehigh and Northampton Counties
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! ABV: 5.9% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: November in Berks County
Harpoon Cranberry Cider Winter is a time of merriment filled with joyful gatherings, traditions new and old and the distinct flavors of the season. Crisp, subtly tart and slightly sweet, Harpoon Cranberry Cider is brewed with cranberries and freshly pressed apples. Its brilliant pinkish-red hue and effervescence make it a festive addition to every winter celebration. ABV: 4.8% Packages: 12 oz. bottles and draught Availability: November in Berks County
Harpoon Vanilla Bean Porter A deep chocolate hue complements the roasted aroma, delicate sweetness and smooth character of this robust porter. This holiday party pleaser is perfect for celebrating the season with friends. ABV: 5% Package: 12 oz. bottles only Availability: November in Berks County
Harpoon ’Tis the Seasonal Winter Mix This holiday party in a box contains four Harpoon favorites: IPA, new House Golden, the classic Winter Warmer and the celebratory Vanilla Bean Porter. Winter just got a little more festive! Availability: November in Berks County
UFO Winter Blonde Whether skiing the snowy trails or enjoying a jovial game night, there’s nothing like capping off every winter adventure with UFO Winter Blonde, a delightfully refreshing, unfiltered wheat beer with a touch of vanilla sweetness and a subtle coffee aroma. ABV: 4.9% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: November in Berks County
UFO Jingle All the Way This winter adventure mix pack delivers flavorful refreshment throughout the season, with UFO White Ale, UFO Raspberry, UFO Hefeweizen and UFO Winter Blonde. Availability: November in Berks County
Rodenbach Foederbier Rodenbach Foederbier is 100% two-year-old beer that is blended across foeders. This is the base beer that is then cut with younger beer to make Grand Cru. Brewmaster Rudi Ghequire views this as a ‘technical’ beer that he only releases on rare occasion and only in U.S. It’s as raw and authentic as it gets! ABV: 7% Package: Draught only Availability: Limited quantities in mid-October in Lancaster, Berks, Lehigh and Northampton Counties
Rodenbach Alexander Rodenbach Alexander is a blend of 1/3 young and 2/3 two-year-old ale, matured in oak casks that is macerated with sour cherries. Brewmaster Rudi Ghequire proudly claims Rodenbach Alexander is one of the best red ales with macerated sour cherries he has ever produced. ABV: 5.6% Packages: 25 oz. bottles and draught Availability: Limited quantities in mid-October in Lancaster, Berks, Lehigh and Northampton Counties
Alpine Pure Hoppiness Given a score of 100 by Ratebeer.com, Alpine’s double IPA is mega-hopped in true West Coast style. To make this beer, brewers use hops in the boil, more hops in the hop-back and an absurd amount of dry-hopping to achieve the beer’s signature, cutting-edge “hop bite.” Resinous, with a pale golden hue and a bright white beer foam, the aroma presents pine notes that are dominated by sweet citrus with some perfume-like qualities. The bold hop character is balanced perfectly by the caramel malt sweetness. ABV: 8% Packages: 12 oz. bottles and draught Availability: November in Lancaster and Berks Counties www.origlio.com HeadyTimes v.21 13
SeasonalSELECTIONS Woodchuck Winter Chill
Saranac 12 Beers of Winter
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 Lancaster and Berks Counties
Saranac’s 2017 12 Beers of Winter Variety Pack features two returning favorites: 4059 Porter & Season’s Best Winter Lager and two new styles: Big Moose Winter Ale & Tropical Snow Storm IPA. Availability: October in Lancaster and Berks Counties
Narragansett Autocrat Coffee Milk Stout Now brewed in Pawtucket, RI with new “modern retro” graphics, Autocrat Coffee Milk Stout is a collaboration between an iconic Rhode Island beer and the region’s most beloved coffee company, Autocrat… over 100 years of shared local heritage. Dark and delicious, Autocrat coffee lends its profile to bittersweet milk stout. Flavors of chocolate malt, midnight wheat malt and rich crystal malt are complemented by milk sugar to produce a creamy body and mouth feel. The mellow flavor is balanced with the perfect touch of hops. ABV: 5.5% Packages: 16 oz. cans and draught Availability: November in Lancaster, Berks, Lehigh and Northampton Counties
2SP Baby Bob Stout This highly developed American style takes after its father, Bob’s Russian Imperial Stout. Baby Bob is brewed with generous helpings of roasty & chocolate malts and American hops. ABV: 6% Packages/ Availability: Draught year-round, 12 oz. cans in November in Lancaster, Berks, Lehigh and Northampton Counties
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Saranac Caramel Porter This traditional, dark, English-style porter is brewed with real caramelized sugar, roasted barley, chocolate and caramel malts for a delectable brew that will surely satisfy your beer tooth. ABV: 5.4% Packages: 12 oz. bottles and draught Availability: October in Lancaster and Berks Counties
Saranac Big Moose Winter Ale The moose is on the loose! This pale amber ale, with fresh floral and citrus hop characters will keep the season bright. ABV: 5.7% Packages: 12 oz. bottles and draught Availability: November in Lancaster and Berks Counties
Spring House The Martians Kidnap Santa! The Martians Kidnap Santa! egg nog stout is rich and creamy with an extra dose of holiday cheer. ABV: 8.3% Packages: 16 oz. cans and draught Availability: November in Lancaster, Lehigh and Northampton Counties
SeasonalSELECTIONS Weyerbacher Berry Monks Berry Monks is a variation on Weyerbacher’s classic Belgian tripel, Merry Monks, 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, the citrus twist of the orange peel and a 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: November in Lehigh and Northampton Counties
Weyerbacher QUAD An elegant, dark ale that is rich with complexity and flavor, QUAD is warming and full-bodied, with a malt background and notes of raisin, fig, plum and caramel. ABV: 11.8% Packages: 12 oz. bottles and draught Availability: November in Lehigh and Northampton Counties
Weyerbacher Double Simcoe Back by popular demand for a short time only, Double Simcoe IPA is a full-flavored ale with hints of pineapple and citrus up front, a good malt backbone in the middle and a clean finish. ABV: 9% Packages: 16 oz. cans and draught Availability: December in Lehigh and Northampton Counties
Lagunitas Olde GnarlyWine Since 1996, Lagunitas Olde GnarlyWine has satisfied thirst, enhanced pleasure and even encouraged romance. The first sip is for thirst, the second one for pleasure. The third sip is for knowing and the fourth for pure madness. ABV: 10.8% Package: 22 oz. bottles only Availability: November in Lehigh and Northampton Counties
Lagunitas Willettized Coffee Stout This rich and malty Imperial stout is vintageized in Willett whiskey barrels. It’s a chocolaty, coffee-y, smoky, bourbon-y beast of a barrel-aged thing. Word. ABV: TBD Packages: 12 oz. bottles and draught Availability: November in Lehigh and Northampton Counties
Lagunitas Sucks Seasonal 12 Pack Consumers can bring home Sucks for the holidaze in this seasonal 12 pack, complete with To/From gift tag. This cereal medley of barley, rye, wheat and oats is full of “complexishness” from the four grains, then joyously dry-hopped for that big aroma and resinous flavor. ABV: 8% Availability: Mid-October in Lehigh and Northampton Counties
Peak Winter IPA This New England-style IPA is a hoppy, cloudy and clean, sessionable IPA. ABV: 5% Packages: 12 oz. cans and draught Availability: November in Lancaster, Berks, Lehigh and Northampton Counties www.origlio.com HeadyTimes v.21 15
SeasonalSELECTIONS Flying Fish Grand Cru Winter Reserve This Belgian-style, strong golden ale showcases a variety of the ingredients and brewing methods that help differentiate Flying Fish beers. Grand Cru is fermented at a higher temperature than other Flying Fish beers adding an undercurrent of fruitiness and clove (although there is no fruit or spice in the beer). Grand Cru exhibits a complex mouth feel, strong malt flavors, a spicy hop presence and a soothing alcohol warmth, followed by a clean, dry finish. It is excellent with food as well as served by itself. ABV: 6.9% Package: 12 oz. bottles only Availability: November in Lancaster, Lehigh and Northampton Counties
Flying Fish Exit 17 This richly complex stout features roasted malts, toffee, dark chocolate, caramel, espresso and cocoa. It is then aged for two months in Dad’s Hat rye whiskey barrels. This amazing spirit, named Whiskey Advocate’s Craft Whiskey of the Year 2015, infuses rye, oak and vanilla into this one-of-a kindbeer. ABV: 10% Package: 25 oz. bottles only Availability: Limited quantities in November in Lancaster, Lehigh and Northampton Counties
Flying Fish Exit Series Variety Pack Don’t miss the final Exit Series Variety Pack from Flying Fish, featuring the last “Exit” beer they will brew. Exit 10 is a Trail Mix brown ale, a 7.5% ale made with raisins, chocolate and honey. Pork Roll Porter, American Trippel and Double IPA will round out the selection in this mixed pack. Availability: November in Lancaster, Lehigh and Northampton Counties
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Heavy Seas Winter Storm This winter ale draws on hops from the West Coast and the UK for its pronounced bitterness. A mix of pale and darker malts gives it its tawny color and bigger body. True to the style, Winter Storm has an aroma of nutty malts and earthy hops. ABV: 7.5% Packages: 12 oz. bottles and draught Availability: October in Berks, Lehigh and Northampton Counties
Heavy Seas The Partner Ships Series with MadTree Brewing: Wee Heavy The Partner Ships are bold and unique beers brewed at Heavy Seas Beer in Baltimore, MD. Born on friendship, creativity and a boundless sense of adventure, The Partner Ships celebrate the spirit of American craft beer today. This collaboration is a twist on a classic style. Using golden promise as the base malt and a touch of roasted barley, the brewery looked to Simpson’s double roast crystal and Weyermann chocolate rye to add a unique touch to this brew. East Kent Golding has a very subtle presence exclusively in this beer. With Burundi Mpanga coffee from Deeper Roots in Cincinnati, Ethiopian Harrar coffee from Chesapeake Bay Roasting Co. in Baltimore and cocoa nibs from Maverick Chocolate in Cincinnati, this robust brew is loaded with flavor. It’s deep mahogany in color, with layers of malt, chocolate and roasted complexity. ABV: 8.25% Packages: 22 oz. bottles and draught Availability: November in Berks, Lehigh and Northampton Counties
Heavy Seas 22 Anniversary Ale To celebrate their 22nd anniversary, Heavy Seas created an exceptionally special, Belgian-style tripel aged in Sagamore Spirit Rye Whiskey barrels. Goldenrod in color with a dense head and creamy mouth feel, this robust, bold brew presents phenolic flavors of white pepper and peach skin from the warm fermentation, along with vanilla and subtle spiciness from the Sagamore Spirit rye whiskey barrel aging. ABV: 10% Packages: 22 oz. bottles and draught Availability: December in Berks, Lehigh and Northampton Counties
Programs
Ring in the New Year with the Champagne of Beers The Champagne of Beers is living up to its name through a show-stopping holiday display for the New Year. Retailers have the opportunity to build their own Champagne tower out of promotional packaging and top it with a metal tacker header card featuring a large High Life bottle. It’s simple. It’s eyecatching. And above all, it’s classic.
It’s Miller Lite Ugly Sweater Season Miller Lite Ugly Sweater season is a true holiday tradition. And this year, it’s going to be even merrier! The 2017 Lite Ugly Sweater collection now includes knit caps, socks and beverage wraps. Get in the spirit and host your own Ugly Holiday Sweater Party.
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Programs
Celebrate 100 Years of the NHL with Molson Canadian In honor of the NHL Centennial Season, Molson Canadian is encouraging hockey fans to “celebrate the Original 6” teams of the NHL with a Molson Canadian in hand. Off-premise, consumers can pick up limited-edition cases featuring “Original 6” bottle designs of the iconic NHL teams in the brand-new 28-pack and 12-pack, 12 oz. bottles. On-premise, guests can collect all “Original 6” team glassware, water bottles and socks. A must-have collection for every obsessed hockey fan!
Hamm’s Offbeat Holidays This refreshing beer is making a comeback at retail in a quirky, unconventional way. This November, Hamm’s is encouraging consumers to Save a Turkey, Drink a Hamm’s and celebrate the underappreciated, offbeat holidays through the year. Because we all know Hamm’s tastes better than turkey anyway.
Celebrate the Holiday Season with Victoria Victoria’s activity is bustling this holiday season! The brand is presenting an all new Spanish language 2017 retail promotion that centers around the headline, “Navidad a la Mexicana” featuring brand new photography and a refreshed holiday wreath adorned with lights, poinsettias and authentic Mexican ornaments. A national Spanish language TV campaign and paid social media across Facebook and Instagram are also a part of the plan. The holiday season is a special time for making memories with loved ones – and Victoria helps to make those memories.
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Programs Corona Stays Hot Over the Holidays Think Corona’s red-hot growth is attributed solely to its summer season appeal? Think again. During the 2016 holiday season, Corona was hotter than a mid-July Philadelphia afternoon. Corona Extra was the No. 1 high-end brand, the No. 1 beer drank by Hispanics over the holidays and the No. 3 growth driver of all beer brands – up nearly 7% from the previous year’s holiday promo period. Extra’s lower-calorie counterpart, Corona Light, also racked up some impressive gains – claiming the title as the No. 1 imported light beer brand. Inspired by Corona’s classic “O Tannenpalm” commercial, in 2017 the brand will launch its first-ever holiday promotion inviting consumers to its home for the holidays with a one-of-akind visit to the Corona beach hut to keep driving holiday season success. With fully integrated marketing and POS materials all leveraging Corona’s classic Feliz Navidad campaign,
General Market and Hispanic consumers alike will be reminded to embrace, share and celebrate the carefree spirit of the holidays with Corona this year. TV will serve as the base awareness driver for Corona this holiday season, as the longest-running beer ad – “O Tannenpalm” – will air from Thanksgiving through Christmas on networks such as ESPN, Telemundo, TBS, TNT, Univision and more. Be sure to complement that TV exposure with a host of on and off-premise POS offerings to encourage your customers to trade up over the holidays. Data shows they’re more than willing. A recent Constellation Brands holiday study shows that 64% of millennials say they’re willing to spend more on beer than usual during the holidays.
So, it shouldn’t come as a surprise to know that high-end brands drove all of the dollar growth during the 2016 season – with Corona alone making up 17% of that growth.
Nothing Captures Holiday Traditions Quite Like Casa Modelo The holiday season is a time to celebrate with family and friends – to honor old traditions, while creating new ones along the way. Modelo Especial and Modelo Negra – with their premium-quality liquid, gold-foiltopped bottles and authentic Mexican roots – pair perfectly with that holidayseason nostalgia.
that’s common for Mexican holiday ornaments. The brands are even increasing their English/Spanish language TV weight by 9% this year in the three weeks leading into the Christmas holiday.
At least, that’s what consumer purchase trends indicate. During the 2016 holiday season, Modelo Especial posted some eye-popping numbers: It was the No. 2 growth driver, 12-pack bottles were the No. 1 growth package and of top 10 brands, Modelo Especial was the No. 2 share gainer. And that’s only to name a few accolades.
Yes, Casa Modelo will be hard to miss this holiday season – and that’s good news for accounts across the greater Philadelphia area. Consumers view the holiday season as a quintessential “trade up” occasion, as shoppers choose to spend more to treat themselves and their loved ones with higher levels of taste and quality during their celebrations.
In 2017, Casa Modelo will be upping its holiday season presence to further capitalize on its momentum. This year’s Casa Modelo bilingual POS will showcase the brand’s heritage with traditional, hand-painted artistry
Casa Modelo’s on-premise guest check averages are 70% greater than premium lights and 34% greater than craft, according to Constellation Brands’ internal data. In the
off-premise, shoppers spend $87.01 per basket ring with Casa Modelo, which is 15% higher than major premium light brands.
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Programs Mingle All the Way with Smirnoff Ice This holiday season, Smirnoff Ice is bringing simple solutions to consumers looking for the perfect addition to their holiday gatherings. The holidays are a time to gather with family and friends for some quality time. Who wants to waste that precious time preparing mixed drinks? Smirnoff Ice delivers the taste that party guests are looking for, without all the fuss. Smirnoff Ice gives consumers more reasons to Mingle All the Way!
Guinness Celebrates 200 Years in America Guinness will be celebrating the 200th anniversary of the brand’s arrival in the United States throughout the holiday season. To commemorate this momentous occasion, the brand will celebrate its history, provenance and brewing credentials with a full suite of on and off-premise activations.
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Spread Holiday Cheer with Guinness Grab a Guinness and “Spread the Cheer for the 200th Year!” In November and December, Guinness will help commemorate all of the special bonds and traditions this holiday season by encouraging friends and family to “cheers” with an iconic 200th Anniversary Guinness engraved pint glass to cherish or gift.
Programs
Holiday Celebrations Get Decked Out with Sam Adams From your holiday table to your hand, Sam Adams provides the beer that decks out any holiday occasion. With the #1 selling craft winter seasonal beer and #1 seasonal variety pack, Sam Adams is as central to the holidays as decorations. The holidays are about decorating and celebrating, and this year’s festive packaging and POS double as decorations that elevate those occasions, whether you’re at home or at a bar. The “Get Decked Out” theme is festive through and through, with Sam Adams positioned as the beer to fill your glass throughout the holiday season. Off-premise, position packages as the best gifts to give and receive. Gift boxes available as display enhancers will encourage shoppers to buy Sam Adams as a gift, while bright, festive POS, with a consistent message, stands out in stores. On-premise, host a night of decoration and enlist drinkers and staff to deck out the bar with Sam Adams POS, while enjoying a Sam Adams brew. Hang coasters as ornaments, repurpose wall cards and posters as “holiday photo” backdrops and/or use tap handle lights to decorate glasses and tap handles.
Grow & Give with Traveler This holiday season, Traveler Beer Company is partnering with ZERO – The End of Prostate Cancer for a two-month-long, on-premise program that supports the mission of raising awareness and putting an end to prostate cancer, all while tying into the seasonal launch of Jolly Traveler. Traveler Beer Company will be donating $0.25 from every pint of Traveler sold during the months of November and December back to ZERO – The End of Prostate Cancer.
Twisted Tea Heads Outdoors From September 1st through October 31st Twisted Tea fans can enter to win a trip to spend a weekend in the Twisted Tea Cabin! Special camo-themed packages of Twisted Tea Original and Half & Half will offer consumers the code to text in to win!
Celebrate with Cider Angry Orchard makes up 58.5% of total cider segment sales in the November-December time frame. And Angry Orchard loves to celebrate! A whole season of gathering with loved ones, indulging in a delicious array of food and toasting the holidays with a glass of Angry Orchard Hard Cider? Count us in. 69% of cider drinkers are willing to pay more for high quality food and drink items or experiences and hard cider drinkers are two times more likely to be considered “foodies” than the average consumer.
flavors of the season. No matter what you’re celebrating, ’tis the season to celebrate with cider.
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Programs
Win a Trip to Quebec City from Kronenbourg From November through January, Kronenbourg is raising awareness about their French heritage with a chance to win a trip to Quebec City. One grand prize winner and a guest will experience a European-style city, while remaining in North America, when they are own to Quebec City, courtesy of Kronenbourg. Consumers can enter to win at K1664QuebecCity.com.
Score with Carlsberg As 2017 comes to an end and we enter a World Cup year, Carlsberg is giving away a VIP experience to a Liverpool F.C. game. Consumers can enter through the end of December for this 4 day, 3 night trip.
Cheers to Hockey with Philly Proud Labatt Cans Labatt is growing as the hockey beer of choice for Flyers fans in Philly. The Philly Proud promotion highlights all the great things that the city of Philadelphia has to offer. It celebrates the top local, fan and team-centric phrases and icons that best represent the city of Philadelphia and the Philadelphia Flyers. The promotional cans (available in Labatt Blue & Labatt Blue Light 30 pack, 12 oz. cans and 12 pack, 24 oz. cans) will be in the market October 2017 through March 2018.
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Programs White Claw Pure Holiday Refreshment White Claw Hard Seltzer is the perfect winter refreshment for an active lifestyle. For those who want to take care of themselves but still have fun, White Claw is only 110 calories, low carb and gluten free. Enjoy a crisp and refreshing White Claw this winter after a day on the slopes or at holiday get-togethers. And make sure to start logging fitness activity in MyFitnessPal starting January 1st for a chance to win amazing prizes to help start the New Year off strong.
Celebrate the Holiday Season with America’s Oldest Family Tradition Consumers can toast to the holidays with friends and family, while enjoying Yuengling Traditional Lager, crafted in Amber Gold. Fans can also enter for a chance to win the Heritage Can Cooler, which is a replica of the Traditional Lager can, to chill Yuengling cans and bottles in any season. This text-to-win program runs from October 30th through December 31st at participating on and off-premise accounts.
Shiner Contributes Half a Million Dollars to Harvey Relief Funds In early September, the Spoetzl Brewery in Shiner, Texas contributed $500,000 to nonprofit organizations throughout Texas to support relief efforts for Hurricane Harvey. The contribution was diversified among several nonprofit organizations including the American Red Cross, Greater Houston Community Foundation, United Way of Greater Houston, Coastal Bend Community Foundation and more. Shiner’s brewery itself shut down production and temporarily closed on Friday, Aug. 25, to ensure the safety of its local employees. The brewery reopened the following Monday with minimal damage. www.origlio.com HeadyTimes v.21 23
Programs
Harpoon Helps Spread Holiday Cheer This December Harpoon Brewery’s philanthropic program, Harpoon Helps, will be spreading holiday cheer throughout the East Coast with the 14th 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. Harpoon Helps volunteers will decorate locations in Philadelphia*, Portland, Providence, Manchester, Hartford, the Upper Valley, Worcester, Albany and several locations in Boston. *In Philadelphia, the group will be decorating the Women of Change women’s shelter on 12/9.
Crabbie’s Rebate Crabbie’s Alcoholic Ginger Beer is the perfect addition to all of your holiday activities. From October through December, Crabbie’s aggressive rebate offer will encourage trial and sharing, introducing the brand to new consumers and encouraging enthusiasts to purchase extra.
Check out George Latella’s latest Retail Edge article “Disruptive Innovation: Amazon Wants To Sell Us Everything!” at Origlio.com/blog/disruptive-innovation-amazon-wants-sell-us-everything 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.
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RethinkingRETAIL Shelf Sets for Today’s Single-Serve Customer
F
OR MANY RETAILERS, THE stereotypical single-serve customer drinks his or her purchase outside the store, leaving an empty container and paper bag behind in the parking lot as an ugly memento. “I don’t want that kind of business,” is a phrase lots of Origlio sales professionals hear when they discuss single-serve options with retailers. But there is another kind of single-serve consumer, one who craves variety, new flavors and a customized – make that personalized – assortment of adult beverages that six and 12-packs don’t offer. “Today’s legal age drinkers have a set of roughly 12 different kinds of alcoholic beverages in their personal repertoire,” explains Ray Faust, Chief Sales Officer for
Heineken USA. “Today’s consumers are eager to experiment with new flavors and styles. They are willing to pay more for something unique. And cost per ounce doesn’t really matter, as long as they get the assortment they want. Single-serve, two-fers and 4-packs are the preferred packages for these consumers.” “It’s all about the luxury of choice,” says Linda Ashbee, Origlio Beverage Off-premise District Manager for Delaware and Chester Counties. “The right assortment of single-serve and small format packages is an opportunity for retailers to drive impulse purchases. Plus, these packages make it easier to entice customers to trade-up to high margin items, which might be deemed too expensive in larger configurations.”
“But to cash in on these opportunities, you have to ‘curate’ the right assortment for your store. What you don’t have to do is cram in everything under the sun. That just confuses and frustrates the customer,” says Jeff Stiles, Offpremise District Manager for Bucks and Montgomery Counties. So what does the right assortment look like? “There’s no one, simple answer to that question”, comments Bob Seeley, Off-premise District Manager for Philadelphia County. “But whatever the assortment is, it must be organized in some kind of logical order that makes sense to the customer. You want to make it simple for the customer to shop and choose. If you don’t do that, you can forget impulse buys and up-selling.”
Build Your Business with Single & Small Format Packages To provide an organized and logical shopping experience, follow the suggested flow of product segments. The product assortment and space allocated to each segment should be based on your customer’s demands. Hot Trends
FMB
Cider
Forecast (2020)
Growth
Flat
Macro Trend
Economy
Premium Premium Mexican Super Euro Reg Light Import Premium Import
Craft
Modest Modest Modest Modest Modest Modest Declines Declines Growth Growth Growth Growth
Shoppers are exploratory & looking for something new/different
Online time has doubled since 2008. Consumers are seeking ways to “disconnect” or relax
Shoppers are looking for affordable luxuries
Growth Shoppers are becoming more adventurous & adapting a “drink local” mindset
Remember: shoppers expect stores to fulfill ALL their needs, while still making it easy to shop.
Key Take-Aways • Easy to change assortment • Singles & small format packages are very profitable • 55% of all beer purchases are singles
• Single sales have increased 31% since 2012 across all price segments • The single shopper is more loyal to a store than any other customer
If you maintain this template, it will be easy to change your display to take advantage of new products and seasonals.
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1000 Patriot Parkway Reading, PA 19605
Dos Equis College Football Playoff Champions Over Everything From November through mid-January, Dos Equis will keep the momentum going into the College Football Playoff by celebrating the fans dedicated to following their favorite college teams. These fans will have a chance to text-to-win a VIP experience at the National Championship Game in Atlanta or other amazing prizes, including Bowl game tickets and Dos Equis gear. Throughout the playoff, Dos Equis will keep consumers engaged with on and offpremise regionalized and generic point-of-sale and a national TV spot. With ongoing program support, saleables and the passion surrounding the college football playoff, Dos Equis ensures that you’ll finish the season strong, with even more sales.
Spread Holiday Cheer with Heineken The holidays are filled with memories both old and new, and celebrations with the ones we love. However, for many, it quickly becomes the most stressful time of year. Entertaining friends and family, cooking elaborate meals, traveling to visit relatives, last-minute shopping… it never seems to end! And as the season comes to a close, Heineken knows that everyone could use a holiday bonus. That’s why this year, Heineken is giving consumers a chance to win up to $5,000 and other great prizes! To stay in the holiday spirit, Heineken is also offering an exclusive, limited-edition 50.7 oz. magnum bottle to share with your loved ones. This season, let’s all raise our glasses and Spread Holiday Cheer!