Spring 2016 | V.13
ALL STAR DISTRIBUTING
DRAUGHT BEER
WILL NEVER BE THE SAME
Retail Edge Seasonals The Beer Guy New Products Programs LUKE BOWEN OF EVIL GENIUS | SPRING SELECTIONS | THE RESURGENCE OF LAGERS
Letter toTHE TRADE Spring has sprung!
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S THE WEATHER WARMS, YOU MAY WANT TO consider making a few changes to your beer lineup. Throughout the spring and summer months especially, consumers are looking for thirstquenching, easy-drinking beers. Lighter, sessionable, fruit-infused brews, ciders and flavored malt beverages all sell very well this time of year. Craft Business Daily recently took a closer look at IPA sub-styles and found that although American IPAs continue to be the largest sub-style, they’re slipping – losing four share points last year. Imperial IPAs are falling as well, having lost a little over two share points. IRI’s Dan Wandel said that the data shows American and Imperial IPAs have both lost share to session beers, which are up almost four share points, and to fruit/veggie/spiced beers, which are up over one share point. “Session and fruit/veggie/spiced beers alone gained over five share points within the craft IPA category,” he says. As you will see in this issue, numerous brewers are offering sessionable, fruitinfused brews in the upcoming months. Blue Moon’s new spring seasonal, Belgian Table Pils (4.2%) is brewed with mandarin orange peel, while Shiner Prickly Pear (4.9%) features the red fruit of the prickly pear cactus. Weyerbacher is releasing Tarte Nouveau with Blood Orange (ABV 3.9%), a session sour brewed with the sweet citrus fruit and Sam Adams Porch Rocker (ABV 4.5%) is a tart and refreshing golden lager with a fresh lemon-squeezed taste. Blueberry seems to be the fruit of choice in the FMB category, as Twisted Tea Summer Blueberry, Woodchuck Summer Time and Redd’s Blueberry Ale are all made with the “super fruit”. Smirnoff Ice is in on the fruit game as well with their exciting new line, unlike anything else in the market! Smirnoff Ice Electric (ABV 5%) will be available year-round this April. Offered in convenient 16 oz. plastic bottles, these smooth and flavorful, non-carbonated FMBs are available in Berry and Manadarin flavors.
In This ISSUE Cover Story ������������������������� 1 Brewer Highlight ����������������� 2 Little’s Beverage ������������������ 3 Big Woody’s Bethlehem �������� 4 New Products ��������������������� 5 Seasonal Selections ������������� 7 Programs ������������������������� 15 Retail Edge ���������������������� 20 The Beer Guy ������������������� 21
Check out this edition of Heady Times for these offerings and many more, available this spring. I would like to remind you how incredibly important it is to stay current and satisfy the needs of your customers. As always, thank you for your business.
Sincerely,
Dominic Origlio President
Heady Times is published five times a year, courtesy of All Star Distributing
CoverSTORY Innovation and Family Tradition Take Heineken to Newer, Greener Heights 2015 PROVED TO BE A PIVOTAL YEAR FOR Dutch brewer, Heineken. Brand Heineken posted positive growth trends last year, while Heineken Light also gained momentum with sales up a full 18%, thanks in no small part to the ads featuring Neil Patrick Harris. Remember when Heineken was, “All About the Beer”? This year the brewery is going back to its roots with an ad campaign featuring actor Benicio del Torro, that reminds consumers that Heineken, still a family-owned company, is a storied brand made under the watchful eye of Brewmaster Willem van Waesberghe. It took van Waesberghe, who has a PhD in yeast, 15 years to become a Master Brewer. His job is twofold: crafting this fine European lager according to the Heineken family’s original recipe, while searching for innovations that will deliver great tasting beer to consumers the world over. Heineken is no stranger to innovation. The slim can and star bottle were both designed to enhance the beer drinking experience. BrewLock, Heineken’s revolutionary new dispensing system, was designed to provide drinkers with the taste of “brewery fresh” draught beer.
Bill Weber of Flanigan’s Boathouse in Conshohocken pours a Heineken from his BrewLock system
BrewLock promises to change the standard of draught beer, bringing fresh-from-the-brewery taste right to your taproom. Mark Lang, Channel Strategy and Shopper Marketing Manager On-Premise for Heineken USA says, “It’s very important to us that we are able to deliver the same beer everywhere – the best possible draught beer, the same way the original Brewmaster intended.” The BrewLock system is simple; it consists of an inner and outer wall. Unlike standard keg systems that use gas and regulator systems to pressurize beer to the tap, BrewLock relies on atmospheric air to squeeze the inner wall (where the beer is kept), pushing the liquid through to the faucet. BrewLock offers consistent, quality beer from start to finish. The system (which costs less than $450.00 installed) easily connects to existing lines, is simple to install and the one way, single-use PET plastic kegs are 100% recyclable. They are easier to maneuver, take up less space than standard kegs and no deposit is required. At Flanigan’s Boathouse in Conshohocken, Heineken pints have been flowing from the BrewLock system for seven months. Owner Bill Weber says, “It was an easy choice for me. The idea [of the beer] going from brewery to keg with no interference just made sense. With all the draught lines we have, this one stands out.” He notes that not only is it easy to use and clean, his customers are noticing the fresh, crisp taste and coming back for more. Over the past year, BrewLock has helped Heineken gain momentum on-premise. Heineken draught sales are up 20% in BrewLock converted
accounts. And the sales of Heineken Light bottles have increased more than 26% in those same accounts. Heineken USA credits the +1.25% sales lift in Philadelphia to the success of BrewLock and the “fresh from the brewery” taste that it offers consumers. Today’s drinkers crave authenticity, flavor and history from their beers. Give your customers what they want: Heineken. www.allstardistributing.net HeadyTimes v.13
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BrewerHIGHLIGHT Luke Bowen Evil Genius Beer Co.
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UKE BOWEN AND TREVOR HAYWARD, OWNERS OF EVIL GENIUS Beer Co. met while obtaining MBAs at Villanova University. “It was there that we decided to start a company together, and beer was the natural choice,” says Bowen. “I was a homebrewer and beer fan, and Trevor is Irish… enough said.” “The name Evil Genius came to us during a long night of ‘research’ at a local pub,” Bowen says. “We were totally overthinking the name and had come up with a lot of ideas that I’m embarrassed to say out loud today. Once we relaxed and let our creative juices flow, Evil Genius just popped out. In the beginning, we were unsure about using the name. It had the word EVIL in it and we wondered if that would give people the wrong impression about the brand. But thankfully we dismissed that theory. The name is actually the most complimented element of our company!” Once the name was chosen, Hayward and Bowen decided to have their beers brewed at a large contract brewery. Bowen says, “Starting our company this way allowed us to pump out tens of thousands of cases on a regular basis with a low startup cost. We were broke 20-somethings and no one was going to give us $5 million to build a brewery. Our goal was to brew high quality beer, while focusing on distribution and expanding regionally. Evil Genius is now sold in six states and Washington, D.C. through 17 wholesalers, with more coming into the fold this year.” After four years of contract brewing, the duo decided it was time to open a brewery of their own, and they chose Philadelphia as the home! “We wanted to be in Philly so badly,” says Bowen. “We live here, we went to school here… this is our home, but it was really hard to find the right spot.” But eventually, they did. Bowen and Hayward will be opening the doors of the Evil Genius Brewery on Front Street in Fishtown later this year. “Being affiliated with such a great beer city like Philadelphia will be a huge boost for our brand. Hopefully it will get us recognized outside of our home market,” says Bowen. Bowen says that owning his own brewery will allow him to create specialty beers like sours, lagers and unfiltered IPAs that aren’t possible to make in their current situation. But what he is most excited about is having people experience what Evil Genius is really about. “I think everyone will be blown away when they see what we’re building here in the city,” he says. Part of the new brewery will be in the hands of Brewmaster Jon Defibaugh, who recently joined the Evil Genius team. Bowen gushes, “He was the head brewer at Tired Hands Brewing Co. before he started with us. Jon has a lot of creative ideas and connections within the industry. We want him to experiment. That’s why he’s here, and we’re excited to see what he comes up with!” With such names as Ma! The Meatloaf!, This One Time at Band Camp, I’ll Have What She’s Having and Purple Monkey Dishwasher, it would be remiss to talk about Evil Genius without mentioning the insanely creative names of their beers. “Everyone on our team, even people who don’t work for Evil Genius, have named our beers,” says Bowen. “The rule is, if it doesn’t make us laugh, we don’t use it. It’s as simple as that. I get a ton of people asking where they can find our dry-hopped farmhouse 2
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IPA, Shut Up, Meg! because their wife or girlfriend is named Meg.” But of course, it’s not all about the names. Evil Genius is known for creative brews made with interesting ingredients. Like Trick or Treat Chocolate Pumpkin Porter, for example. It’s Bowen’s favorite and he says, it’s the beer that got them noticed. “I would say it’s the most difficult beer to brew because we use real pumpkin, spices and natural chocolate. There’s a lot to juggle. But people go crazy for it.” People also love their chocolate peanut butter porter, Purple Monkey Dishwasher. Bowen says, “Often times people order it because the name is so out there. But then they got nuts for the flavor. It’s not too sweet, too heavy or artificial tasting. We’re very proud of that beer and we sell a ton of it.” The brewery’s newest year-round offering, This One Time at Band Camp, is a double IPA with a twist – the same blend of hops is never used twice! “We came up with the idea because we like brewing with different combinations of hops,” Bowen says. “It gives us the chance to release a beer with the same malt bill, but with a different hop blend, to really accentuate the differences between them. We plan on releasing this beer three times a year with a different select hop bill.” When asked which three beers (from any brewery) he would want with him if stuck on a desert island, Bowen answered, “I would be very thirsty, so definitely Allagash White because I can drink that all day. Then I would say something hoppy… some cans of Sierra Nevada Pale Ale would be perfect. That is the first craft beer I fell in love with. It’s my go-to. My third choice would be Purple Monkey Dishwasher – I can’t live without it.”
Off-PremiseSPOTLIGHT Little’s Beverage
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ITTLE’S BEVERAGE DISTRIBUTOR IN COLUMBIA, PA has a local reputation far bigger than its name would imply. Since opening its doors in the small town along the Susquehanna River in 1955, generations of beer drinkers have walked through its doors. Among them was present day owner Ginger Gruden. Gruden had been employed by the store as a Saturday delivery helper for years before he purchased it from Dean Little and took over operations. He has been with Littles over the years as the business grew, moved and transformed into the well-oiled, beer selling machine it is today. Upon walking into the store, Little’s Beverage is clean, well-lit and organized. The sales floor is stocked with cases and 12-packs are shelved around the perimeter and in the cooler. Since the store started selling 12-packs, it has doubled its craft sales. “Customers usually know what they want,” Gruden explains, “but 12-packs have helped customers try new beer that they may not otherwise try due to the cost of an entire case.”
Owner of Little’s Beverage, Ginger Gruden (left), with employee Jamie Keeney
Gruden says he stocks the store based on the beers customers request and has a lot of help from All Star salesman Bobby Keith. “He knows what will sell in this market and what won’t,” Gruden says of Keith. In an industry with nearly endless choices, knowing your customer base, what they will purchase and at what price, is crucial. Gruden is certainly not lacking when it comes to knowledge of his customers. As a member of nearly ever civic organization in town, he knows the community like the back of his hand. Though Gruden’s time in the beer business will come to an end sooner rather than later (he is hot on the heels of retirement) he would like his distributor to be sold to someone local in hopes that it will keep its small-town feel.
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On-PremiseSPOTLIGHT Big Woody’s Bethlehem
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HEN ELWOOD MARCKS SR., A.K.A. “BIG WOODY”, OPENED the first Big Woody’s Sports Bar on Hanover Avenue in Allentown, he had a vision. The former Eagles offensive lineman had seen some of the best sports bars in the country, thanks to his time in the NFL, and he wanted to bring the first “true” sports bar to the Lehigh Valley. Fast forward 30+ years and Big Woody’s now has five locations, each overseen by one of Marcks’ five sons, with more locations set to open this year. Big Woody’s Bethlehem is a sports bar through and through, not just when it’s convenient. For Marcks, this means they exclusively feature sports on all of the bar’s 150 strategically placed TVs. “You can see at least one TV from every single seat, even in the bathroom,” Marcks says.
Elwood Marcks Sr., a.k.a. Big Woody, owner of Big Woody’s Sports Bars
And the 100 seat bar in the middle of the establishment is a sight to see. Patrons can belly up to the bar for a front row seat to their favorite team’s game while enjoying one of the 26 beers on tap. “We have a lot of rotating seasonal taps and the Heady Times helps us plan out what we are going to bring in,” says Marcks’ nephew, Matt Marcks, who is the marketing manager of all Big Woody’s locations. Diners can also kick back in a booth, table or high top with friends and family to enjoy a meal. The standard menu consists of traditional sports bar foods like burgers, wings and pizza, and each location adds some of their own personal favorites. Paninis and seafood dishes are among the unique selections at Big Woody’s Bethlehem. No meal would be complete without something to wash it down with, so Big Woody’s includes beer pairing suggestions for their entrees. For those not dining in, Big Woody’s Bethlehem offers their full menu available for takeout, which accounts for about 1/3 of their business. The takeout beer selection is very impressive, offering over 50 different bottled beers. Big Woody’s was also the first restaurant in the Lehigh Valley to be licensed to deliver beer. “There was a lot of interest [in having beer delivered] at first, but it died down. We are seeing it pick back up right now,” Matt says. “We are actually in the process of making a commercial to advertise this service so more people know it’s available.” Expect big things from Big Woody’s in the future. This growing, familyowned business has no plans of stopping any time soon. With hopes of a franchise, it’s clear that Marcks will leave a legacy both on and off the field.
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NewPRODUCTS Firestone Walker Brewing Co.
Firestone Walker Double Jack
Firestone Walker is a brewery on California’s central coast, owned by brothers-in-law Adam Firestone and David Walker. The two have created an unparalleled regional brewery that combines the authenticity of Old World craft with the innovative spirit of California. All Star Distributing is thrilled to offer you the innovative, quality beers from Firestone Walker.
Firestone Walker’s first ever Imperial IPA features a big, malty middle to cloak the high alcohol and mouth-puckering hop bitterness. Huge tangerine, grapefruit and juicy fruit aromas blossom over the herbal blue basil and malt earthiness of this aggressive beer. ABV: 9.5% Package: 12 oz. bottles only Availability: Year-round, beginning in mid-March in Berks, Lancaster, Lehigh and Northampton Counties
Firestone Walker Union Jack Union Jack rings all of the bells of an aggressively hopped West Coast IPA, but with an astonishing balance that stands out from the crowd. This IPA is double dry-hopped to create bold grapefruit, tangerine and citrus flavors, all contrasted by pale malt sweetness to rein in the intensity. The result is a tribute to – and a twist on – the IPA style that put the West Coast on the craft beer map. ABV: 7.5% Package: 12 oz. bottles only Availability: Year-round, beginning in mid-March in Berks, Lancaster, Lehigh and Northampton Counties
Firestone Walker Easy Jack This devilishly drinkable, unfiltered pale ale is loaded with fresh hop character and citrusy goodness. Brewmaster Matt Brynildson went to the mountain and returned with a vision for a different kind of session IPA, one that would be brewed and dry-hopped with a globetrotting selection of new hop varieties from Europe, New Zealand and North America. Easy Jack delivers massive hop aromas, a signature malt balance and an empty glass before you know what hit you. ABV: 4.5% Package: 12 oz. bottles only Availability: Year-round, beginning in mid-March in Berks, Lancaster, Lehigh and Northampton Counties
Firestone Walker Pivo Pils Pivo is everything you love about classic German pilsners with a hoppy Bohemian twist. This bright, straw-colored lager has lightly toasted malt flavors that underscore a noble German hop character. Hallertau-grown Magnum hops deliver the lupulin foundation, while generous amounts of Spalter Select hops bring floral aromatics and spicy herbal notes. As a twist on the traditional pils, Pivo is dry-hopped with German Saphir for a touch of bergamot zest and lemongrass. ABV: 5.3% Package: 12 oz. bottles only Availability: Year-round, beginning in mid-March in Berks, Lancaster, Lehigh and Northampton Counties
Blue Moon Redesign Beer consumers are drawn to Blue Moon for the flavorful, refreshing taste and the iconic orange peel/glass combination they experience at on-premise locations. However, younger (legal) beer consumers have expressed that their experience with Blue Moon on-premise isn’t reflected on off-premise packaging. This feedback led to Blue Moon’s exciting package change! The packaging, which will drive stronger shelf visibility, appears more confident, high quality, simple, bright and refreshing. The strong Blue Moon brand equities – the banner and moon – are now larger and more pronounced. Also, the orange peel/glass combination is now featured on secondary packaging to align offpremise experiences with the familiar combination. Availability: Year-round, beginning in April in Berks, Lancaster, Lehigh and Northampton Counties
Corona Light 1/4 Kegs Corona Light is now available in 1/4 kegs! A full calendar of programming and activation will not only help drive Corona Light draught sales during the summer months, but it will help keep those handles on well into the fall. In addition, the look and feel of the Corona Light pint glass and POS has been updated to keep the presence of Corona Light feeling fresh on-premise. Availability: Now in Berks, Lancaster, Lehigh and Northampton Counties
Pacifico 24 oz. Cans Already available in 12 oz. bottles (6 and 12 packs), Pacifico now comes in convenient 24 oz. single serve cans! Availability: Now, year-round in Berks, Lancaster, Lehigh and Northampton Counties www.allstardistributing.net HeadyTimes v.13
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NewPRODUCTS Smirnoff Ice Electric
Moosehead Radler
Smirnoff Ice Electric is unlike anything else on the market! Smooth and flavorful, these noncarbonated premium malt beverages are made with cane sugar and available in Berry and Mandarin flavors. Available in re-sealable plastic bottles, Smirnoff Ice Electric is a game changer! ABV: 5% Package: 16 oz. plastic bottles only Availability: Year-round, beginning in April/May in Berks and Lancaster Counties
A refreshing blend of beer infused with a hit of natural fruit flavors, Moosehead Radler uses three fruits (grapefruit, grape and lemon) for a truly unique flavor. ABV: 4% Package: 12 oz. cans only Availability: Year-round, beginning in April in Berks, Lancaster, Lehigh and Northampton Counties
Smirnoff Ice Spiked Smirnoff Ice has expanded their lineup with new Smirnoff Ice Spiked! These ramped-up FMBs are available in Original, Hurricane and Screwdriver flavors. ABV: 8% Package: 24 oz. cans only Availability: Year-round, beginning in April in Berks and Lancaster Counties
Mike’s Harder Original Orange Soda This is a classic orange soda with an 8% HARDER kick. Note the natural orange aroma with a subtle hint of vanilla. The taste is crisp and clean, just like the soda fountain orange soda we all love. It finishes with a minimal aftertaste and lingering hints of orange. ABV: 8% Package: 23.5 oz. cans only Availability: Year-round, beginning in April in Berks, Lancaster, Lehigh and Northampton Counties
Palm Breeze Variety Pack
Traveler IPA Shandy A match made in hop heaven, Traveler IPA Shandy is a wheat ale brewed with citrusy hops and grapefruit, marrying IPA vivacity with shandy refreshment. Embrace the unconventional. ABV: 4.4% Package: 12 oz. bottles only Availability: Year-round, beginning this spring in Berks, Lancaster, Lehigh and Northampton Counties
Traveler Grapefruit Shandy 12 Pack Cans Traveler Grapefruit Shandy is a deceptively delicious wheat beer brewed with real grapefruit. This refreshing elixir delivers a satisfying citrus aroma and flavor then quickly disappears, leaving you searching for another. ABV: 4.4% Package: 12 oz. cans only Availability: Year-round, beginning in April in Berks, Lancaster, Lehigh and Northampton Counties 6
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The new Palm Breeze Variety 12 pack includes: Pineapple Mandarin Orange, Ruby Red Citrus, and new Strawberry Pineapple. Strawberry Pineapple has a pineapple forward aroma and a balanced strawberry back end. The taste is tart and crisp with a good balance of strawberry and pineapple. This mix pack is the perfect way to start a vacay every day. Availability: Year-round, beginning in April in Berks, Lancaster, Lehigh and Northampton Counties
Spring House Cans Three Spring House favorites are now available year-round in 12 oz. cans! Enjoy Big Gruesome Chocolate Peanut Butter Stout, The Astounding She-Monster Mango IPA and Lexicon Devil Grapefruit Pale Ale all in the convenient aluminum package! Availability: Now, year-round in Lancaster, Lehigh and Northampton Counties
SeasonalSELECTIONS When Demand Exceeds Supply
Yuengling Summer Wheat
Many of our craft seasonal and specialty releases are available in limited or extremely limited quantities. Breweries only produce a certain amount of their specialty beers and All Star Distributing does all they can to get as much product as possible. In addition, this publication is compiled months prior to the decision made by the brewery to allocate their products to the wholesaler. Variations in the production for some of these limited release offerings will fluctuate, resulting in lower quantities than anticipated.
Yuengling Summer Wheat is a German weizen-style beer with a slightly hazy appearance and overtones of banana and clove. Brewed with a refreshing blend of wheat & barley malts and authentic Bavarian-style, top fermenting yeast, Summer Wheat pairs well with cheese, seafood and poultry. ABV: 4.6% Packages: 12 oz. bottles and draught Availability: April in Berks County
If you are interested in something you see in this publication and it is out of stock when you place your order, please contact your All Star Sales Representative to discuss similar options. All Star also sends a craft email blast, 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.
Coney Island Concession Stand Variety Pack Concession Stand is Coney Island’s hard soda variety pack. It includes: Hard Orange Cream Ale, an amalgamation of orange, vanilla and spice inspired by the deliciously unexpected concoctions you only find on the boardwalk; Hard Ginger Ale, a tantalizing libation enhanced with exotic West African ginger and Hard Root Beer, a new twist on an old favorite – with hints of vanilla, licorice and birch, this root beer will bring you back to the boardwalk. Availability: April in Berks, Lehigh and Northampton Counties
Twisted Tea Summer Blueberry The flavors of blueberry and real iced tea come together in Twisted Tea’s refreshing spring/ summer seasonal. ABV: 5% Package: 12 oz. bottles only Availability: April in Berks, Lehigh and Northampton Counties
A Variety of Travelers Shandy Medley The Shandy Medley includes: Traveler Grapefruit Shandy, a deceptively delicious wheat beer made with real grapefruit; Curious Traveler, a wheat ale with real lemon and a touch of lime added for a bright, juicy citrus aroma and flavor; Traveler IPA Shandy, a wheat ale brewed with citrusy hops & grapefruit and Time Traveler Strawberry Shandy, a vibrant wheat beer made with real strawberry for a subtle, yet complex flavor. Availability: April in Berks, Lancaster, Lehigh and Northampton Counties
Traveler Can Pack The Traveler Can Pack includes Curious Traveler Shandy and Grapefruit Shandy, both in 12 oz. cans. Availability: April in Berks, Lehigh and Northampton Counties
Angry Orchard Orchard Sampler Angry Orchard’s new seasonal variety pack includes: Crisp Apple, Green Apple, Hop’n Mad, Stone Dry, Summer Honey and Elderflower. Availability: Mid-march in Berks, Lehigh and Northampton Counties
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SeasonalSELECTIONS Samuel Adams Summer Ale Golden, hazy and thirst quenching, this American wheat ale balances bright, citrus Noble hops and spice for a lively brew that’s perfect on a warm, sunny day. ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Mid-March in Berks, Lehigh and Northampton Counties
Samuel Adams Porch Rocker Tart and refreshing, Porch Rocker is a crisp, golden lager with a fresh-squeezed lemon taste. This unique quencher is perfect for warm weather drinking. ABV: 4.5% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: March in Berks, Lehigh and Northampton Counties
Samuel Adams Adventures in Lager Variety Pack This collection of six distinctive Samuel Adams lagers includes: Boston Lager, full-flavored with a balance of malty sweetness contrasted by hop spiciness and a smooth finish; Noble Pils, brewed with all five Noble hops from the world’s oldest growing regions for a distinct and complex hop character; Double Black, a dark, rich, roasty brew with subtle notes of caramel & chocolate sweetness and an unexpected fresh, crisp finish; Ella Blanc IPL, a combination of an IPA’s hoppiness with a lager’s crispness, this IPL is made with piney and tropical Australian Ella hops and floral and wine-like, German Hallertau Blanc hops, creating a flavorful beer with a delicately distinguished hop character; Double Bock, intense and warming, this indulgent lager is brewed with over a half-pound of malt in each bottle, creating a deep mahogany color, rich caramel sweetness and smooth flavor with notes of toffee and caramelized sugar and Double Pilsner, an abundance of Hallertau Mittelfrueh Noble hops gives this beer an unmatched flavor dimension and complexity. Availability: Limited quantities in March in Berks, Lehigh and Northampton Counties
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Samuel Adams Summer Variety Pack Samuel Adams’ 2016 Summer Variety Pack includes: Boston Lager, full-flavored with a balance of malty sweetness contrasted by hop spiciness and a smooth finish; Summer Ale, crisp and tangy with refreshing lemon peel and a hint of pepper from rare Grains of Paradise; Belgian Session, Sam Adam’s version of a traditional Belgian ale; Whitewater IPA, with the intense hop character of an IPA with the crisp wheat character of a white ale; Heaven or Helles, a bright lager with a light hoppiness and smoothness and Got To Gose, slightly tart with a pinch of salt. Availability: Late March in Berks, Lehigh and Northampton Counties
Samuel Adams Beers of Summer Can Variety Pack The Sam Adams Beers of Summer Can Variety Pack includes: Summer Ale, crisp and tangy with refreshing lemon peel and a hint of pepper from rare Grains of Paradise; Porch Rocker, tart and refreshing, a crisp golden lager with a freshsqueezed lemon taste and Downtime Pilsner, a laid back golden pilsner with the floral spiciness of Noble hops and the fruit and citrus character of new German varieties. Availability: April in Berks, Lehigh and Northampton Counties
Samuel Adams Longshot This variety pack contains the three winning brews of the 2015 Sam Adams Longshot Homebrew Competition: Tim Thomssen’s Raspberry Berliner Weisse, bright notes of raspberries are balanced by refreshing tartness, followed by a wonderful fruity sweetness and clean finish; Kevin Nanzer’s Nanzer’s Belgian Golden Ale, notes of fruit, clove and pepper in the aroma are balanced by subtle malt character with a clean citrus taste and bitterness from the hops and Colin Foy’s Neighborino Flanders Red Ale, brewed the traditional way with “younger” beer blended with mature beer that has been aged in wood for several months, while Brettanomyces and Lactobacillus labor to produce fruity, tart and acidic flavors. Availability: Limited quantities in April in Berks, Lehigh and Northampton Counties
SeasonalSELECTIONS Leinenkugel’s BeerGarten Tart Leinenkugel’s BeerGarten Tart is a modern take on a berliner weisse, a classic German Biergarten summer favorite. Brewed with American wheat, the light body and refreshing finish of BeerGarten Tart are perfect for warm summer days. BeerGarten Tart features a clear, golden-yellow color with pale, straw-colored highlights and boasts a bright, tart taste accompanied by hints of mellow pear and lemon peel. Pair it with a classic club sandwich, pasta with light sauce, salads or white pizza. ABV: 4.8% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: April in Berks and Lancaster Counties
Leinenkugel’s Grapefruit Shandy A traditional shandy is beer mixed with a little something extra, and Leninenkugel’s Grapefruit Shandy puts a twist on this tradition. Each batch begins with a traditional wheat beer and is combined with natural white grapefruit flavor that adds a note of fresh-cut citrus to brighten a great day by the lake. The bready wheat twang and juicy citrus, with a pleasantly tart and pithy bitterness, work to balance the malty, sweet backbone. ABV: 4.2% Packages: 12 oz. bottles, 12 and 16 oz. cans and draught Availability: Now in Berks and Lancaster Counties
Leinenkugel’s Summer Shandy Summer Shandy is a traditional weiss beer with refreshing natural lemonade flavor that makes it perfect for the sun-splashed summer months. ABV: 4.2% Packages: 12 oz. bottles, 12 and 16 oz. cans and draught Availability: Now in Berks and Lancaster Counties
Leinenkugel’s Shandy Sampler Enjoy all that summer has to offer with four great shandy-style beers in the Leinenkugel’s Summer Shandy Sampler. This refreshing summer pack includes: Ginger Shandy, Summer Shandy, Grapefruit Shandy and new Watermelon Shandy, exclusive to the Shandy Sampler! Availability: Now in Berks and Lancaster Counties
Leinenkugel’s Summer Explorer Pack Summer is made for adventure. It’s the perfect time of the year to get back outside and discover something new. And with beers like Canoe Paddler, Summer Shandy, IPL and BeerGarten Tart, the Leinenkugel’s Explorer Pack has a little something for everyone to enjoy. Availability: April in Berks and Lancaster Counties
Blue Moon Belgian Table Pils This summer, Blue Moon takes inspiration from the pilsners of Europe to create a sessionable craft beer. Blue Moon Belgian Table Pils is a Belgian-style pilsner brewed with mandarin orange peel and 2-row Moravian barley for a balanced, refreshing summertime beer. Light to medium in body, Table Pils features a light sweetness with a very low, balanced bitterness and a sweet finish from the mandarin orange. Pair it with fish tacos, chicken stir-fry or orange sorbet. ABV: 4.2% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: April in Berks, Lancaster, Lehigh and Northampton Counties
Redd’s Blueberry Ale Redd’s Limited Pick Blueberry Ale is a refreshing reminder that summer is not far away. A clear, crisp appearance with mild carbonation and light mouth feel are accompanied by ripe blueberry tones that are further enhanced by true-to-fruit tartness and sweetness. ABV: 5% Packages: 12 oz. bottles and 16 oz. cans (and in the Redd’s Variety Pack) Availability: April in Berks, Lancaster, Lehigh and Northampton Counties
Mike’s Hard Watermelon Lemonade Mike’s Hard Watermelon Lemonade is made with freshly picked watermelons, providing an amazing taste of summer. Dark pink in color with a ripe melon aroma, Hard Watermelon is an amazingly refreshing blend of ripe juicy watermelon and tart lemonade. ABV: 5% Package: 11.2 oz. bottles only Availability: April in Berks, Lancaster, Lehigh and Northampton Counties
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SeasonalSELECTIONS Smirnoff Ice Hurricane Punch
Labatt Blue Light Summer Mixer
Punch is an instant crowd pleaser, but it’s challenging for consumers to make. Blended to perfection, Smirnoff Ice remixes a New Orleans classic with a refreshing splash of original lemon-lime and a hint of carbonation in their new spring seasonal, Hurricane Punch. With real fruit flavors and balanced sweetness, this complex drink is easy to enjoy without the fuss. No recipe, no mixing and no searching for the right bowl! ABV: 5.8% Package: 11.2 oz. bottles only Availability: April in Berks and Lancaster Counties
This refreshing variety pack includes four bottles of Labatt Blue Light Shandy, Labatt Blue Light Lime and Labatt Blue Light Grapefruit, making it the perfect mix for summer adventures! Availability: April in Berks, Lancaster, Lehigh and Northampton Counties
Smirnoff Ice Seasonal Variety Pack Full of limited edition, cooler-ready cocktails, this seasonal variety pack includes Smirnoff Ice Screwdriver, Hurricane Punch, Strawberry Bellini and Watermelon Mimosa. Availability: May in Berks and Lancaster Counties
Narragansett Del’s Shandy Del’s Shandy is a collaboration between the iconic Rhode Island beer and the region’s favorite summertime treat, Del’s frozen lemonade. The two flavors are combined to create a most refreshing summertime adult beverage. One sip leads to another. Taste and enjoy for yourself… it’s refreshingly different!! ABV: 4.7% Packages: 12 and 16 oz. cans and draught Availability: April in Berks, Lancaster, Lehigh and Northampton Counties
Narragansett Clam Shack Summer Variety Narragansett’s summer variety pack contains: Narragansett Lager, a crisp and refreshing classic American lager; Summertime Citra, a superbly balanced golden ale made with 2-row pale malt and Citra hops and Del’s Shandy, a refreshing combination of Narragansett Lager and Del’s lemonade. You can’t have the perfect summer bash without the Clam Shack Variety Pack! Availability: April in Berks, Lancaster, Lehigh and Northampton Counties 10 HeadyTimes v.13 www.allstardistributing.net
Labatt Blue Light Shandy With the perfect touch of natural lemon flavor, Labatt Blue Light Shandy is an easy-drinking, summertime brew. ABV: 4% Package: 12 oz. bottles only Availability: April in Berks, Lancaster, Lehigh and Northampton Counties
Labatt Blue Light Grapefruit Splash into summer with new Labatt Blue Light Grapefruit. With notes of real, juicy grapefruit, this will be your go-to refreshment all summer long. ABV: 4% Package: 12 oz. bottles only Availability: April in Berks, Lancaster, Lehigh and Northampton Counties
Labatt Blue & Labatt Blue Light Ultimate Party Packs This summer, Labatt Blue and Labatt Blue Light are coming at you in the Ultimate Party Packs! These 24-packs of 16 oz. cans are perfect for tailgates, cookouts and days by the lake. Availability: May in Berks, Lancaster, Lehigh and Northampton Counties
Shiner Prickly Pear Back this year after a wildly successful rookie campaign, Shiner’s spring/ summer seasonal is a refreshing lager that features the red fruit of the Prickly Pear Cactus. This beer has an aroma of strawberries, watermelon and honeydew with a tart mouth feel, reminiscent of apple. ABV: 4.9%. Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Late March in April in Berks, Lancaster, Lehigh and Northampton Counties
SeasonalSELECTIONS Harpoon Summer Vacation Mix Pack You don’t need to take time off to enjoy a vacation (although it certainly helps!). Sure, taking over a beach house is great, and a night in the mountains can be fun, but there’s a lot to be said for taking the summer as it comes. With fresh Harpoon beer, some friends, a grill and summer weather, even an afternoon at home can be a vacation. Harpoon’s Summer Vacation mix pack includes: Harpoon IPA, new Camp Wannamango, Take 5 and UFO Big Squeeze Shandy. Take a vacation, anytime you want – with Harpoon! Availability: April in Berks County
Saranac 12 Beers of Summer Summer is in session! This year’s Saranac 12 Beers of Summer variety pack contains four sessionable beers with ABVs no higher than 5.5! Included in the mix are: Saranac Summer Pils, a crisp and refreshing Germanstyle pilsner; Gen 4 Session IPA, a hop-forward session IPA with tropical character; Kölsch, a light-bodied blonde ale and new NY Local Weisse, a unique beer brewed with hops and grains local to New York. Availability: April in Berks and Lancaster Counties
Dogfish Head Romantic Chemistry What you have here is a serious IPA shacking up and hunkering down with mango and apricots. At the same time! Romantic Chemistry is brewed with an intermingling of mangos, apricots and ginger, and then dry-hopped with three varieties of hops to deliver a tropical fruit aroma and a hopforward finish. It’s fruity, it’s hoppy, it’s tasty! ABV: 7.2% Packages: 12 oz. bottles and draught Availability: Now in Berks, Lancaster, Lehigh and Northampton Counties
Dogfish Head Squall IPA Continually hopped and brewed with three types of malt, this double IPA is also dry-hopped with Simcoe, Amarillo, Palisade and a special hop varietal. ABV: 9% Packages: 750 ml bottles and draught Availability: Limited quantities in March in Berks, Lancaster, Lehigh and Northampton Counties
Evil Genius Turtle Power Turtle Power is an American pale ale brewed with grapefruit. 2-row and crystal malts provide a subtle, toasty backbone allowing the Citra hops to really shine through. Then everything is complemented and rounded out by the addition of grapefruit, making it a truly unique pale ale. ABV: 6% Packages: 12 oz. bottles and draught Availability: April in Berks, Lancaster, Lehigh and Northampton Counties
Evil Genius Ma! The Meatloaf! Ma! The Meatloaf! is a Belgian-style white ale made with a signature Evil Genius twist. They start by brewing up a classic witbier spiced with coriander and orange peel. Belgian ale yeast takes over from there creating an easydrinking, fruit-forward wheat beer, which is then made totally unique by adding mango in the fermenter. You’ve never had a wheat beer like this one! ABV: 5.5% Packages: 12 oz. bottles and draught Availability: April in Berks, Lancaster, Lehigh and Northampton Counties
Evil Genius I Love Lamp This German-style hefeweizen is brewed with 2-row, wheat and Munich malts, and hopped gently in the kettle with German hops. Once fermentation has completed, just the right amount of pineapple is added, making it a truly unique beer that is at once intriguing and drinkable. The banana and clove notes naturally produced by the hefeweizen yeast are balanced out by the refreshing pineapple, resulting in a delicious, easy-drinking treat. Tell the summer heat to “EFF OFF!” with some I Love Lamp! ABV: 5.5% Packages: 12 oz. bottles and draught Availability: May in Berks, Lancaster, Lehigh and Northampton Counties
Woodchuck Summer Time Summertime is the perfect time for sipping cider. Woodchuck Summer Time delivers a crisp apple cider topped off with a touch of blueberry juice. This seasonal cider is crafted to be as refreshing as a summer day is long. ABV: 5% Package: 12 oz. bottles only Availability: March in Berks and Lancaster Counties
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SeasonalSELECTIONS Lagunitas Equinox
Long Trail Mostly Cloudy
This creamy, pale oat ale is hopped up with a huge charge of Equinox and Simcoe hops for a piney, eucalyptusy, cedary, sprucey, foresty blast. ABV: 8% Packages: 22 oz. bottles and draught Availability: April in Lehigh and Northampton Counties
A mostly cloudy body is capped with a light, fluffy head that reveals soft notes of citrus and spices. Whether you prefer partly sunny or mostly cloudy, this brew will happily keep your glass half full. ABV: 4.7% Packages: 12 oz. bottles and draught Availability: Now in Berks, Lancaster, Lehigh and Northampton Counties
Lagunitas Lucky 13 This ultra-mega-mondo red ale was first made in 2006 to celebrate thirteen years of brewing ultra-mega-mondo red ales. ABV: 8.8% Packages: 12 oz. bottles and draught Availability: April in Lehigh and Northampton Counties
Great Lakes Steady Rollin’ Session IPA This single hop session IPA is brewed for the days when you can only guess the time based on where the sun sits in the sky. Steady Rollin’ has a vibrant landscape of tropical, fruity Mosaic hop aromas and smooth sailing malt flavors. Try it with spicy chicken tacos or fresh salads. ABV: 4.8% Packages: 12 oz. bottles and draught (and in the Fridge Filler Variety Pack) Availability: May in Berks, Lancaster, Lehigh and Northampton Counties
Great Lakes Chillwave Double IPA Inspired by the North Coast’s dedicated (and sometimes chilly) surf community, Great Lakes’ Double IPA will melt the ice in your beard and never lose its balance. Earthy, tropical Mosaic hops ride frontside here, followed by a deft cutback of sweet honey malt. Chillwave pairs well with grilled lamb or sweet desserts. ABV: 9% Packages: 12 oz. bottles and draught Availability: April in Berks, Lancaster, Lehigh and Northampton Counties
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Long Trail Summer Ale Summer Ale is an unfiltered golden ale made to chill out summer’s hottest days. It is remarkably light on the palate, with a soft pilsner malt character and a distinct citrus hop aroma derived from dry-hopped additions of Citra hops. Each sip finishes with a refreshing bitterness that invites another for a truly quaffable drinking experience. ABV: 4.3% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: April in Berks, Lancaster, Lehigh and Northampton Counties
Long Trail Green Blaze IPA Guide yourself through the lupulin landscape of pine, resin and tropical fruit hop notes in this trail-worthy IPA. ABV: 6.5% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Mid-March in Berks, Lancaster, Lehigh and Northampton Counties
Long Trail Summer Survival No stand out moment or peak experience is complete without a couple of tasty beers at the end. Long Trail put this Survival Pack together to fuel your next adventure. This summer variety pack includes: Long Trail Ale, Mostly Cloudy, Summer Ale and new Green Blaze IPA. Availability: April in Berks, Lancaster, Lehigh and Northampton Counties
SeasonalSELECTIONS Magic Hat Stealin’ Time Stealin’ Time is a hazy summer sipper with a light malt sweetness, balanced by hops and a pinch of ginger. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: April in Lancaster, Lehigh and Northampton Counties
Magic Hat Summer Scene Variety Pak Summer comes bearing cool sonic gifts. This is the season of sun and heat, festivals and rhythms sweet. The Summer Scene Variety Pak includes: #9, Stealin’ Time, Odd Notion, a crisp, clean ale brewed with agave nectar and poppy seeds for a slightly sweet, nutty flavor and S.M.A.S.H. Hits, a liquid compilation of the spicy, citrusy flavors of Delta hops backed by a mildly sweet malt base. Availability: April in Lancaster, Lehigh and Northampton Counties
Magic Hat Summer CANtastic Variety Pak This variety pack is a sun-filled stage of warm weather beers that perform perfectly wherever your dancing, hiking, grooving spirit takes you. The Summer CANtastic pack features: Stealin’ Time, a wheat ale with ginger; Electric Peel, a grapefruit IPA and Low Key, a session IPA. Availability: April in Lancaster, Lehigh and Northampton Counties
Crystal Ball Jamaican-Style Wheat A unique blend of ingredients makes this vivid burgundy ale with a tropical twist an instant favorite. Pure mango flavors and real dried hibiscus flowers create a beer with an herbal and floral aroma and taste. Hints of mango are noticeable upon first sip, while a refreshing tart and botanical finish leaves your palate craving more. Garnish with a lime to elevate the taste and aroma. ABV: 4.5% Package: 16 oz. cans only Availability: March in Lancaster County
Peak Summer Session Ale Peak’s summer seasonal can be described as a marriage of a traditional summer wheat beer and a West Coast pale ale. With an American ale yeast and heavy dry-hopping, this beer is distinctly a pale ale with a touch of wheat. Locally grown NY state wheat provides a complex mouth feel, while Amarillo dry-hopping creates a citrusy aroma. Summer Session Ale is a clean, crisp and refreshing sessionable beer. ABV: 5% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: April in Berks, Lancaster, Lehigh and Northampton Counties
Peak Super Fresh Super Fresh is Fresh Cut’s assertive big brother. A wicked dry-hopped pilsner dripping with juicy, citrus hop character, this beer is a blast of deliciousness. Try it with something spicy. ABV: 7.6% Packages: 16 oz. cans and draught Availability: May in Berks, Lancaster, Lehigh and Northampton Counties
Coronado Berry The Hatchet This light and refreshing, fruit-infused ale is brewed with red raspberry, blackberry and boysenberry for a crisp, fruity, tartness and a vibrant color. ABV: 4.6% Packages: 12 oz. bottles and draught Availability: May in Berks, Lehigh and Northampton Counties
Flying Fish Daylight Savings IPA For its second year canning, Flying Fish is introducing a brand new beer that is perfect for the summer season. This refreshing session IPA starts with a base of Pilsner and Vienna malt and then showcases the multiple additions of Warrior, Azacca and Citra hops, yielding tropical aromatics with hints of mango and grapefruit. ABV: 4.9% Packages: 12 oz. cans and limited draught Availability: April in Lancaster, Lehigh and Northampton Counties
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SeasonalSELECTIONS Weyerbacher Line Street Pilsner Sure, Weyerbacher loves big beers, but sometimes they just want something lighter without sacrificing flavor. That’s Line Street Pils, a hoppy pilsner with great flavor and a not-so-menacing ABV. This brew pours a bright, deep yellow with a pleasant, light citrus aroma. The brewery’s twist on a Czech pils using Centennial and Mandarina Bavaria hops, this beer has a crisp, refreshing bitterness up front that fades into a dry, palate-quenching finish. Bright, crisp and hop forward – that’s Line Street Pils. ABV: 5.3% Packages: 12 oz. bottles and draught Availability: May in Lehigh and Northampton Counties
Weyerbacher IPA #1 The first IPA release of this series, IPA #1 features a blend of classic hops, Centennial and Cascade, along with new varieties, Calypso and Equinox. This IPA has citrus and floral notes that meld into citrus and tropical flavors with an herbal undertone that ties it all together. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: April in Lehigh and Northampton Counties
Weyerbacher Wit Wit is a crisp and hazy Belgian-style wit beer. Coriander, orange peel, Grains of Paradise and star anise give a light spiciness to the aroma. This refreshingly crisp wheat ale finishes with just a hint of tartness. ABV: 4.6% Packages: 12 oz. bottles and draught Availability: April in Lehigh and Northampton Counties
Weyerbacher Tarte Nouveau with Blood Orange Weyerbacher added blood orange to Tarte Nouveau, their session sour beer, kettle-soured with lactobacillus. The result? The pour has a nice, effervescent head with a big citrus aroma. The first sip has a tart bite with a lingering orange/citrus flavor. The finish? Clean and crisp. ABV: 3.9% Packages: 12 oz. bottles and draught Availability: May in Lehigh and Northampton Counties
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Weyerbacher Last Chance IPA with Apricot Last Chance IPA with Apricot is a twist on Last Chance IPA, a full-flavored IPA with pleasant citrus flavors of tangerine and grapefruit. To that delightful brew, apricots were added. Not just a few, but over 15 pounds of them per barrel! While the apricot is subtle on the first sip, it’s certainly more noticeable after several! ABV: 5.9% Packages: 12 oz. bottles and draught Availability: May in Lehigh and Northampton Counties
Stoudts Karnival Kölsch Karnival Kölsch is a refreshing German-style ale brewed using 2-row malt, a small amount of red wheat malt and German hops for bittering and aroma. This straw-colored ale is smooth like a lager due to the colder fermentation temp and extended cellaring time. It is dry and crisp with a subtle fruitiness, which complements the mild hop bitterness and aroma. ABV: 4.8% Packages: 12 oz. bottles and draught Availability: Now in Berks, Lancaster, Lehigh and Northampton Counties
Stoudts Hefe This Bavarian-style unfiltered wheat beer is brewed with 50% malted barley and 50% malted wheat. Stoudts’ proprietary blend of German yeast strain imparts a flavor and aroma reminiscent of bananas and cloves. ABV: 5% Packages: 12 oz. bottles and draught Availability: Now in Berks, Lancaster, Lehigh and Northampton Counties
Stoudts Spring Mix Pack Stoudts’ new Spring Mix Pack will feature a different combination of APA, Pils, Gold, Karnival Kolsch and Hefe every month. These lightbodied, vibrant beers were hand-selected by Stoudts’ brewers to be the perfect accompaniment for every summer activity from relaxing by the lake to grilling on the patio. Availability: April in Berks, Lancaster, Lehigh and Northampton Counties
Programs
Coors Light Summer 12-Pack Loyalty Rewards Program Led by the rallying cry, “Every Climb Deserves a Refreshing Finish,” the Coors Light summer program emphasizes summer as the time to get outdoors, get active and be social. Coors Light is promoting a comprehensive summer campaign with clear, dynamic and consistent messaging. The summer program is supported by a 360-degree, throughthe-line activation, both on and offpremise and national partnerships with Spartan and GoPro Mountain Games. The new Coors Light television, digital and out of home support has helped the program see 30% growth in summer vs. 2015. To drive the Coors Light summer initiative, the brand is launching a 12-pack rewards program. This program (that will run from May through August) will be exclusively featured on 12-packs of Coors Light cans and bottles. The secondary packaging will feature rewards messaging and graphics. By purchasing 12-packs of Coors Light cans or bottles, consumers can collect and register in-pack codes, which they can redeem for cool gear and amazing Rocky Mountain adventures.
This summer, Miller High Life will bring back the wildly popular Heritage-inspired packaging that celebrates its brewing legacy and over 110 years of rich history. In 2015, this program saw strong growth in volume, velocity & distribution and on features & displays. The Heritage program will be supported by TV spots, digital and social media, retailer point of sale, and robust PR support.
will be available on all 12 oz. bottles and on all 12, 16, 24, and 32 oz. cans. Heritage secondary packaging will be available on 6-packs, 12-packs, 18-packs, and 24-packs of bottles and on 6-packs, 12-packs, 18-packs, 24-packs, and 30-packs of cans.
The Heritage packaging will be featured on 80% of Miller High Life’s SKUs from May through July. Heritage primary packaging
Miller Lite Summer Miller Lite summer is an invitation to consumers to step away from expectations and do whatever they want with the people they want to hang out with. So fire up the grill, kick back, and enjoy Miller Time. The peak time to pick up beer for summer get-togethers is Thursday through Sunday, and this summer, from May through July, Miller Lite will feature patriotic 24-packs of 12 oz. cans. The secondary packaging was designed to inspire patriotic displays with thematic designs on the top and bottom panels. The side and front panels will continue to feature the original white look inspired by the original white can. www.allstardistributing.net HeadyTimes v.13 15
Programs
Redd’s Wicked wants consumers to host a wickedgood time to kick off the summer and set the tone for the party. These consumers want to come to the party with a beverage that says they are ready to get it started. The Redd’s Wicked summer program will instigate shoppers to kick-start their summers in April by providing retail tools to create a Wicked partycenter feel in-store to leverage impulse-purchases and get the party started. This program will be supported by national TV media, targeted local out of home and digital, data-driven targeting on desktop and mobile. High-ABV FMBs have been growing faster than any other segment in convenience store locations and faster than almost every segment. In general, high ABV accounted for 31% of the growth in the FMB category through August 2015.
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Redd’s will make spontaneous summer entertaining anything but typical, providing fun summer party and food ideas in a way that is far from routine. Summer thematic tools will inspire spontaneous entertaining, displays will create an entertainment/party destination for shoppers and display case cards with recipe tear pads will offer easy solutions for entertaining differently.
Keystone Light Summer Star-Spangled ’Stones This summer, celebrate the colors that never run and the men who never run away from showcasing their American pride. Keystone Light will be available in patriotic packaging to showcase its love for the U.S.A. Patriotic secondary packaging will be available in 12 oz. 30-packs, 24-packs, 18-packs, and 12-packs with the 12 oz. cans remaining in equity colors. Patriotic singles will be available in 24 oz. and 16 oz. cans.
Programs
Heineken UEFA Champions League It’s easy to follow the crowd, but when you’re a fan of the beautiful game, you’ve got to go that extra mile. When wearing your favorite team’s jersey, painting your face or getting up at 5:30 AM to catch a match aren’t enough… Heineken’s UEFA Champions League promotions will highlight the epic battles between Europe’s best teams, and ensure that drinkers have places to go to catch all of the action while enjoying the legendary beer.
With the Most Interesting Man gone, it’s up to Dos Equis drinkers to make this year’s Cinco more interesting. The good news is… he hasn’t left them empty-handed. Before taking off on his last adventure, the Most Interesting Man left a note with a friend asking that the items that made his previous Cinco celebrations so memorable be given to his most supportive fans. Dos Equis drinkers can prove their fandom by purchasing the beer for a chance to claim these fabled items for themselves. Find out how at DosEquis.com.
Tecate Presents Canelo V Khan Tecate is expanding its dominance in the ring by partnering with Golden Boy Promotions and Canelo Alvarez. The brand’s strong boxing association continues to lead to aggressive sales growth. In 2016, Tecate will expand its ownership of boxing with fully integrated support including retail tools, fights featuring Canelo Alvarez during key selling dates in May and September and its association with Golden Boy promotions as well as TV and digital media campaigns.
#KeepItMoving with Smirnoff Ice Electric In Partnership with Live Nation, Smirnoff Ice Electric and EDM (Electric Dance Music) are teaming up to get everyone moving! This summer, Smirnoff Ice Electric will sponsor and be sampled at 22 music festivals – reaching 1.5 million people! EDM is the hottest music genre right now, loved by 62% of all Millenials and growing. These sponsored festivals will be supported with local media and advertising in each participating city. #KeepitMoving with Smirnoff Ice Electric!
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Programs Grab a Lager & Toast A Hero Yuengling has partnered with the VFW and will be recognizing our veterans from May through July. Retail locations and on-premise accounts will be able to join in by providing Yuengling Traditional Lager “post it” bottles for consumers to use to recognize the heroes in their lives. These bottles can be posted on displays or around the bar. Yuengling will also encourage consumers to join them in supporting the VFW by texting Hero to 90999 to donate $10 to the VFW Assistance Programs. Toast the heroes in your life and join the #LagersForHeroes conversation online.
Unlock a Bit of Summer with Yuengling Check-in to Yuengling Summer Wheat this April on Untappd and unlock the new Summer Wheat badge. Keep checking in during the month of May for a chance to win a new grill and cooler, just in time for those summer cook outs. Grab some Yuengling Summer Wheat and get ready for longer days and warmer weather!
Mike’s Gives Heroes A Welcome The Boot Campaign is all about raising the spirits of active duty military and veterans, and Mike’s is helping by donating $250,000 to the Boot Campaign in 2016! This equates to roughly $0.25 per 12 Pack Fridge Pack, and this partnership is displayed on each individual package. Proceeds will provide assistance to veterans looking for jobs, housing and family support. Check out bootcampaign.org to see fun and refreshing ways to get your employees involved.
Dogfish Head Record Store Day Dogfish Head is the Official Beer of Record Store Day on April 16! DFH will be hosting nationwide events throughout the months of March and April leading up to the special day, and they’ve created some really cool swag: The Official Poster of Record Store Day (available for free at select stores and bars that sell Dogfish Head and at participating music retailers on Record Store Day), The DFH Record Store Day t-shirt featuring the same artwork (available atdogfish.com) and the limitededition Crosley turntable, featuring built-in stereo speakers and three speeds that will be given away at Dogfish Head events and available for purchase atdogfish.com. Ask your sales rep how to get involved with this special yearly event!
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Programs
Shiner Sounds To show their love for live music, Shiner is awarding 10 custom Les Paul guitars to fans nationwide (each guitar is worth $500)! Enter to win at Shiner.com.
Palm Breeze & Shazam On March 1st, Palm Breeze launched a unique microsite housed within the Shazam app, focused on exclusive content and offers catered to millennial women. This partnership will create the most unique consumer experience for a brand this year. In-store, consumers will be greeted with Shazam call outs on the shelves, on pack and on stand-out POS like the Shazam the Can standee. To help retailers communicate this program, a sell-in video has been created that explains how Shazam works for Palm Breeze. View the video at: vimeo.com/153000207 Password: ShazamPB
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RetailEDGE Category Management By George Latella
Do you really know what drives your business? In the last issue we discussed the triple bottom line of “people, planet and profits”. That is the new yardstick that many consumers, especially younger ones, use when they judge whether your business is one that they will support. This new generation of social media savvy consumers will make the world a better place by forcing us to make better business decisions. In other words, we need to worry about more things than just money. If we give people what they want, when they want it, how they want it and where they want it, we will be rewarded with loyal customers, sales and profits. Category management techniques help answer the what and where questions. It initially started with grocery stores in the early ‘90s as a way to maximize the “real estate” based on what sold at the register (consumer driven) versus who had the largest promotional budget (manufacturer driven). Over time, this has expanded to leverage data and shopper insights, product, pricing, assortment and planning. These concepts apply to both on and offpremise retailers. So what does this mean for you and your business? You need to understand how your consumer purchases your products. You probably already have most of the data you need to make better decisions. A great starting point would be to do a share of market/share of shelf analysis. For example, if Brand A represents 10% of your business, it should represent 10% of the space used to merchandise the product. Typically, we do this in linear feet, which takes packaging and the way you merchandise into account. Consumers like to see full shelves and rarely buy the last item on the shelf. The old adage “stack it high and watch it fly” still works. Sounds basic, but many companies don’t understand this concept.
From here you begin to add variables like seasonality, promotions, new products and other data to make better decisions. Think back to the Pareto principle or “the 20/80 rule”. Take your POS data and rank the items you sell from top to bottom. You can do this with sales or profits. I would bet that the top 20% of these items represents close to 80% of your sales or profits. Make sure these items are always in stock! Then you can start reallocating space to the other items based on percentage of sales or profits. Make sure to have dedicated space for seasonal items and new products. This allows consumers who are looking for those “hot brands” to find them in the same place consistently. Using data to make your merchandising and assortment decisions will allow your customers a better shopping experience and you will generate more sales/profits. If you have multiple locations, make sure to adjust your merchandising for each location as no two retail locations have the same customer profile. What sells well in one location may perform poorly in another. Whether on or off-premise, you need to make sure that you understand how consumers buy your products, and adjust your merchandising and marketing programs accordingly. It will positively impact your bottom line!
George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major at Saint Joe’s, recently celebrated its 50th anniversary. Latella is also a partner in Beacon Marketing Group which provides marketing planning, research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at glatella@sju.edu or 610-660-2254.
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The BeerGUY Don’t Call it a Comeback… The Resurgence of Lagers in the Craft Beer Scene By Steve Hawk I know saying that lagers are the “hot, new trend” is a little silly given that the oldest, continuously operating brewery in North America, Yuengling, is famous for their lager. What’s more, a very large percentage of beer sold in America over the last 30 years was a form of lager. The “trend” refers to the emergence of lagers in the craft scene, and that’s a major development. Craft breweries have tended to be dominated by ales. They were considered the “stars” of the beer market, offering extreme flavors and alcohol levels that appeal to sophisticated beer drinkers. Also, lagers are not easy to brew, which is why many craft breweries traditionally stayed away from the style. They take longer to ferment, which takes up valuable space in small, specialty breweries and they don’t have as many complexities, such as higher IBUs and ABVs which can mask minor impurities. So why is this trend happening now? I knew just the people to ask. James Crooks, VP of Sales & Marketing at Narragansett Brewery in Providence, Rhode Island made the point that lagers are an important part of the beer market, and breweries are recognizing that they shouldn’t be overlooked. “There will always be a segment of the population that is looking for refreshment first and foremost,” said Crooks. “Styles like IPAs are great and will likely maintain their dominance in the craft landscape for some time, but hop bitterness is a taste that takes time to acquire
for many consumers. Lagers will continue to be important ‘bridge beers’ that allow drinkers a softer entry into the craft beer scene.” Brewers like Narragansett are contributing to the new perception and playing an important role in the comeback of the lager. Daniel Berlin, Food and Beverage Manager for Brown’s Beer Garden at the Fairless Hills and Bensalem Shoprite stores is a fellow beer geek and skilled chef. Berlin noted that it makes perfect sense for craft breweries to add lagers to their lineup. “Craft beer is all about choices,” he says. “Deciding you’re only going to make ales, drastically cuts your ability to experiment. Some breweries are trying their hands at making Bocks for spring, pumpkin lagers for fall and even India Pale Lagers (IPLs) year-round. I think it’s more about showing that you’re a wellrounded brewery that can make any style, rather than ‘switching over’ to become a lager brewery.” I am also a “lager lover.” It’s the beer that reminds me of the first sip my grandfather gave me… the beer I drink at baseball games… the beer I drink when I want to quench my thirst. I fully support this trend and will be on the front lines cheering when lagers finally start receiving the love they deserve.
LAGER SHOWCASE Samuel Adams Boston Lager This go-to lager helped lead the American beer revolution, reviving a passion for full-bodied brews that are robust and rich with character. A mere six weeks after Jim Koch opened his brewery, Samuel Adams Boston Lager was named “Best Beer in America” at the Great American Beer Festival. Today, nearly three decades later, it continues to win awards at beer festivals around the world. Yuengling IPL A new twist from an America’s oldest brewery, Yuengling’s newest seasonal beer is an IPL (India Pale Lager). This one has some great hop bitterness with a well-balanced lager base. Narragansett Lager This legacy brand is experiencing a major comeback. It’s been winning the hearts of younger drinkers all over the country with its smooth taste and reasonable price point. Shiner Bock The award-winning Bock is certainly an American classic. First brewed in 1913, this German-style dark lager goes down smooth, and as the brewery says, it pairs well with just about everything – especially porch sitting and dog petting.
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Are you Cinco ready? It will soon be that time of year when amigos meet for chips and guac, big laughs and of course, a few rounds of Corona. In 2016, Corona will offer an all new, 360° campaign to enhance festivities and encourage friends to get out and celebrate Corona de Mayo together. In the weeks leading up to Cinco, Corona will outspend all other beers on national TV in this competitive time period. Corona has also increased their digital investment 25% over last year. And it’s important to point out that this is on top of the increased TV investments. They’re not cutting TV to shift to digital, rather they are adding incrementally overall. DID YOU KNOW? 1. Cinco de Mayo is equally celebrated amongst both the general market (57%) and Hispanic consumers (55%). 2. Corona is an inclusive, social brand that brings people together and is universally enjoyed. 3. Corona’s unquestioned prominence as the #1 Mexican cerveza and its uncomplicated nature makes it easy to celebrate with.
In 1925, Modelo started with the simple vision to create a “model” beer. Today, Modelo stays true to its long, proud history of brewing high quality beers made to be enjoyed. Modelo Especial grew 2.1 times more than competitors during Cinco 2015 and the Modelo brand family experienced double digit growth by channel. Over the past four years, Modelo Especial has grown 16.2 million cases, outpacing competitors by 10.2 million cases, and continues to lead the growth at Cinco! In 2016, Modelo is launching a new festive look inspired by iconic cues, bringing forth the authenticity of the brand. The all new festive POS and merchandise will recruit new drinkers into the Modelo franchise by increasing brand awareness, purchase consideration and trial among “experience seekers” eager to celebrate with cervezas authenticas.