ORIGLIO BEVERAGE
Summer 2017 | V.94
THE LEADER OF THE PACK
Delivering Excellence Seasonals The Beer Guy New Products Programs UFO BRAND REFRESH |
SUMMER SELECTIONS
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YUENGLING CONTINUES TO MAKE HISTORY
Letter toTHE TRADE
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HE GRAY DOLDRUMS OF WINTER HAVE FADED AWAY – it’s springtime! Blue skies and higher temps mean it’s the most popular time of the year for Flavored Malt Beverages. FMB sales spike by 11% during the warm weather months. In the land of flat beer growth, that has profit opportunity written all over it. Today, consumers’ preferences change rapidly. Many continuously seek the next new thing. This has made the FMB marketplace very dynamic with innovation at the forefront. Trade journal Beer Marketers Insights reported in 2016 that fruit-flavored adult beverages account for more than 13 percent of beer sales. Based on the analysis of repeat purchases, that number will only continue to grow. FMBs give consumers exactly what they want – flavor options, refreshment and quality ingredients. Flavor is the #1 criteria in FMB choice and over 70% of FMB/cooler and hard cider consumers are in search of greater variety and something new. According to Mintel Ready To Drink (RTD) Alcoholic Beverages U.S., half of consumers who buy FMBs do so because they like the taste, 42%
In This ISSUE Delivering the Taste of Excellence ��������������� 1 Cover Story ������������������������� 2 Brewer Highlight ����������������� 4 The Beer Peddlers ���������������� 5 Penn Taproom ��������������������� 6 New Products ��������������������� 7 Seasonal Selections ���������� 10
“FMBs give consumers exactly what they want – flavor options, refreshment and quality ingredients.”
Available Year-Round Perfect for the Season ������� 17 Programs ������������������������� 18 The Beer Guy ������������������� 25
appreciate the variety and 18% simply buy these beverages because they are more fun! They appeal to non-beer drinkers and to consumers who describe themselves as beer drinkers, who occasionally want something other than “traditional” beer. “The segment continues to be a growth opportunity [because] new and different flavor offerings keep drinkers satisfied, particularly younger [legal-drinking-age consumers] seeking to explore through flavors,” says Danelle Kosmal, Vice President of beverage alcohol practice for New York-based Nielsen. And although they account for a smaller portion of the FMB market share, Kosmal adds that hard sodas and seltzers were also a bright spot for the segment in 2016. Origlio Beverage has a vast portfolio of FMBs including Mike’s, Smirnoff Ice, Twisted Tea, many hard ciders and three different hard seltzers – Smirnoff Spiked Sparkling, Truly Spiked & Sparkling and White Claw Hard Seltzer. Now is the time to stock up on these FMBs, perfect for casual get-togethers, which happen frequently during the spring and summer.
Web ordering is now available to all Origlio Beverage customers. To place your beer order online, contact your Origlio sales rep today! To receive weekly emails of upcoming releases from Origlio Beverage, please send your email address and the name of your account to socialmedia@origlio.com or text ORIGLIOBLAST to 22828.
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’s Employees Tom Neuman
Delivery Service Representative How long have you been with Origlio Beverage? 13 years and counting. What area/s do you service? The Philadelphia International Airport and surrounding areas. How do you provide the best service to customers? I know my customers very well and I have a pretty good understanding of the industry, so I attempt to provide them with meaningful information that can positively impact their businesses. What do you like to do in your spare time? I’m usually with my family when I’m not working – those memories are priceless to me.
Diane Kitchin Director of Purchasing
How long have you been with Origlio Beverage? 28 years this August. This was my first job after graduating from Penn State with a degree in Supply Chain. What positions have you held in the company? My first role was as an operations assistant. I counted inventory and managed order changes for our new (at the time) supplier Coors Brewing Co. Over time, I assumed the responsibility of inventory control as well as forecasting and ordering for all of our suppliers. I was promoted to my current role as Director of Purchasing during the All Star acquisition. What does your current job entail? Managing the forecasting and product replenishment process for our Philadelphia and Reading locations. What does it take to be a top-notch Forecaster? To be successful, you need to keep an eye on trends and have a strong line of communication with the marketing and sales teams. Relying solely on historical data is tough. What do you like most about your job? The challenge of the ever-changing market and working with new suppliers. What do you like to do when you’re not working? I enjoy spending time with my husband Steve and our two dogs. They are constant sources of entertainment! My favorite hobbies are cooking (I’m fortunate to have a husband who’s a willing taste tester) and entertaining. They relax me and keep me away from my computer.
If you could be anywhere drinking any beer, where would you be and which beer would be in your hand? Poolside with an Allagash White.
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CoverSTORY Mike’s Hard Lemonade Company The Leader of the Pack While the rest of the Flavored Malt Beverage category chugs along at about 4% growth, the premium-priced & never-price-promoted FMBs from Mike’s Hard Lemonade are posting double-digit gains.
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T’S GOOD TO BE IN THE FLAVORED MALT BEVERAGE (FMB) SEGMENT. Consumers of all ages, not just millennials, constantly look for new flavors in the easy-to-drink adult beverage category. That is why the segment continues to grow. But most FMB consumers migrate from one brand to the next as they explore the newest flavor. Brand loyalty in the FMB category is practically nonexistent. But that’s not true if your name happens to be Mike. Mike’s is thriving. In fact, it is the FMB category leader. This year, the entire Mike’s Hard Lemonade (MHL) portfolio, which includes Mike’s Hard Lemonade, Mike’s Harder, Cayman Jack and White Claw, is up 12%. And that’s on top of four straight years of growth. Mike’s Marketing VP Sanjiv Gajiwala – recently recognized by Ad Age magazine for the success of his scrappy, digital messaging campaigns – explains how you can increase your profits by leveraging MHL’s portfolio. “When speaking to retailers, I remind them that too many choices overwhelm consumers. Lots of studies confirm that an overwhelmed consumer buys less. So if you want to increase FMB profits, you have to ask yourself if you really gain anything by allocating valuable shelf space [for example] to six more root beers. Root beer drinkers are happy, but what about everyone else? That’s where my products come in. Consumers are smart. They want whatever tastes the best. And they also care about the quality of the ingredients. There is no doubt that the introduction of new flavors drives growth – that’s true for any food & beverage category. But, offering more flavors isn’t enough to grow a brand. Mike’s brands are growing and here’s why…
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First off, we care about what’s in the bottle. That’s why all our products [Mike’s, Mike’s Harder, Cayman Jack and White Claw] have a consistent following. Our sales grow because of our quality. The liquid is really good. A lot of brands talk about quality, but we only use the best, natural ingredients to flavor our malt base – which is so pure we are about to get a trademark for it. And everything is 100% gluten free. To maximize profits, savvy retailers offer their customers the best version of a unique product. In essence, allocating shelf space based on the quality of the liquid in the bottle. That’s what consumers want. And they are willing to pay for it. Our best-selling seasonal ever, Mike’s Hard Watermelon is a perfect example. It’s back this year because of consumer demand. We have actually been told that it tastes like a real watermelon, but without the seeds. Of all the FMBs sold last summer in a sixpack, Hard Watermelon was number one. And when it was on display, its sales increased 61%. We’re building on that success by launching Mike’s Harder Watermelon (8% ABV) in 16 oz. cans.
CoverSTORY Understanding who is attracted to the different products in the MHL portfolio gives you insights that will increase sales.
Sanjiv says…
Mike’s Hard Lemonade Appeals to all LDA Drinkers. Sad people don’t drink Mike’s. Happiness is universal. Finally, I’d like to mention that all our greattasting products are supported by their own, individual social media programs. Lots of traditional beer advertising fails because ad agencies take one concept and ‘retrofit it’ for, say, Twitter or Facebook. We recognize that our products appeal to different consumers for different reasons. The Cayman Jack drinker is also into craft beer. [Cayman Jack sells better if it’s displayed with craft beer.] And they choose to get their information in different ways. Obviously millennials are always looking at their phones. Our Facebook pages get more engagement than any other alcoholic beverage. And we will be back on TV again, so look for our commercials. There are so many reasons to get behind our portfolio. Of course, I’m going to say that my products are high-quality and unique. That’s what a marketing guy has to say. Right? But in Mike’s case, it’s true. Folks from all LDA groups, not just millennials, want authenticity, fun, convenience and great taste. We’ve checked all those boxes. And just because you have grown up, doesn’t mean you can’t have fun. Sad people don’t drink Mike’s. We get consumers to smile when they get a glimpse of our quirky lemon logo. The enjoyment of a Mike’s is associated with life’s happiest moments, so there’s an emotional connection there. In any business, that’s the Holy Grail.”
Mike’s Harder Typically, Mike’s Harder appeals to males 21 to 29 years of age. Cracking open a Mike’s Harder single-serve helps this consumer shift from a workday mindset into fun mode. The bold flavors and higher ABV are more intense, just like him and the experience he is after.
Cayman Jack These consumers are into “mixology” and crave the taste and quality of a drink made by a bartender. Quality ingredients and the flavors they impart matter. This consumer is like the “hop head” who knows what every variety tastes like. Mixology can be complicated, but Cayman Jack gives this customer an over-the-bar experience anywhere, anytime. Cayman Jack sells best when displayed with craft products.
White Claw The success of this product is proof that flavored, alcoholic seltzer water isn’t a flash in the pan. Low in sugar and alcohol, White Claw appeals to consumers who want to be healthy, but still have fun. Natural ingredients matter to this label-reading consumer who probably also drinks lots of flavored seltzers that are alcohol free.
So why not give this “never-price-promoted” lineup more visibility in your store? www.origlio.com HeadyTimes v.94
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BrewerHIGHLIGHT Dan Kenary, CEO and Co-founder of Massachusetts Bay Brewing Company, Dishes on UFO’s New “Refreshed” Look
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OU MAY NOT KNOW THE NAME MASSACHUSETTS BAY BREWING Company, but this Boston-based craft brewery makes the award-winning Harpoon and UFO portfolios of beer. Inspired by hefeweizens he drank on a trip to the Pacific Northwest nearly two decades ago, Dan Kenary’s refreshing, sometimes-fruit-infused-&-alwayseasy-drinking UFO beers (short for UnFiltered Offerings) are the ultimate thirst quenchers. Brewed to be full of flavor, fun and interesting, the UFO lineup now has a new look to match what they’ve always been. Kenary says, “Beer should be flavorful, uncomplicated and fun. That’s what UFO is all about. The new look does a great job of communicating that message.” “There’s great history, tradition and craft behind UFO beers, but that doesn’t mean they can’t be easy to drink,” Kenary says. “Our brewers have nailed the flavors and made beers that are beautifully crafted, but really accessible to a broad spectrum of beer lovers. They’re fun to brew and even more fun to drink. And UFO is competitively priced – a great value for your money! You can’t beat that.”
Here are 10 things you should know about Mass Bay’s out of this world UnFiltered Offerings… 1. K enary says, “We decided on the name UFO because the idea of a cloudy beer served with lemon was an ‘alien’ concept to New Englanders back in the late ’90s.” 2. I f he could only drink one UFO beer for the rest of his life, “It would have to be UFO White Ale. It is so clean and refreshing and goes with so many beer drinking occasions.” 3. T he new design tells consumers more about the great beer inside: The glass is the beacon on the package, which shows what the beer inside looks like. And the fonts and colors are fun, friendly, bright and fresh – like the beer inside. 4. T he Passport Stamp (“FLAVOR ADVENTURES. DEPARTING DAILY.”) speaks to these refreshing, flavorful beers that leave the brewery every day and land in the glasses of UFO fans. 5. U FO Hefeweizen and UFO Raspberry made the list of Paste Magazine’s Blind Tasted and Ranked 59 Best Wheat Beers (April 2017). 6. T here’s a nod to employee ownership on the package. “We want customers to know that everyone at the brewery is invested in the quality of the beer we’re making,” says Kenary. 7. H arpoon and UFO drinkers are different consumers so UFO has its own website (www.ufobeer.com) and social media presence (follow @ufobeers on Instagram and Twitter!).
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8. U FO consumers prefer fruitier, easyto-drink beers, while those who drink Harpoon prefer more complex recipes of hops and malt. The brands should be separated at retail. Mass Bay has created separate promotional programs for each. 9. L ook for UFO Cranbeery, a hefeweizen brewed with fresh cranberries, this fall. 10. C heck out the recipe for UFO Huckleberry pancakes on ufobeer.com. We’re not kidding, they’re amazing!
Off-PremiseSPOTLIGHT The Beer Peddlers
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S NEW LAWS AND TRENDS HAVE CHANGED THE WAY THAT BEER is sold in the off-premise, Dan Stevenson and Tom DiAntonio made sure to focus on one thing above all else when they opened The Beer Peddlers: adaptability. That perspective has served them well in their first full year in business. Heady Times got the chance to sit down with these two South Philly natives to reflect on the past year, what they’ve learned and how their store has changed even in that short period of time. Heady Times (HT): How does The Beer Peddlers differ from other South Philly beer distributors? Dan Stevenson (DS): Tom and I are lifelong residents of Pennsport, so we know the area. Everything around here is usually garage doors and bulletproof glass. We wanted to do something different. As the city and the beer industry are changing, we wanted to reflect that.
Co-owners of The Beer Peddlers Dan Stevenson (left) and Tom DiAntonio
Tom DiAntonio (TD): Variety is a main focus of ours. I used to own Society Hill Beverage, and back in ’04 we had maybe 60 skus. We [The Beer Peddlers] offer over 500. Craft beer has made a big difference. You have to change with the times and be aware of what customers are looking for. People aren’t committed to one beer anymore. HT: Speaking of change, when The Beer Peddlers opened, the industry itself was undergoing quite a change. How have you adapted? TD: The laws were changing almost as soon as we moved in. Luckily, when we were mapping out the space, we made it as flexible as possible. DS: Yeah, the 12 pack law hit basically as soon as we opened the doors. If we hadn’t been ready for it, we might not be open today. After the law passed, we added shelving and rearranged the store, which we think gives it a good flow. Now we offer every package available. TD: The back half of the store is set up like a distributor, with full cases. And up front is the bottle shop. Customers can get cases, six packs, four packs, single serves. It’s all here. HT: What inspired the atmosphere and aesthetic design of the store? DS: We wanted to make it as clean and accessible as possible. We used reclaimed wood to construct the counter up front, which gives the place a nice feel. We get people who come in and think we’re a bar. We laugh, but that’s a testament to the design of the place.
HT: Having grown up in the area, what does it mean to you both to serve your community? DS: We wanted to give the neighborhood something to be proud of. The Philly beer scene is fluid. New breweries are leaving their mark every day, and we wanted to leave our mark. TD: We also wanted to represent the area. 2SP, Weyerbacher, Sly Fox, Dock Street – we offer them all. A lot of out-of-towners come in looking for local beer too. We’re proud to represent the area.
TD: We wanted The Beer Peddlers to be very shoppable; very welcoming. Our clientele is about 70% female, which we’re very proud of. We know that sometimes distributors can be intimidating places, but not here. It’s bright, it’s clean and there’s tons of parking. Now that we’ve added growler fills, we’re providing it all. DS: People shop differently today. They’re not just in and out, they’re on the hunt. They ask a lot of questions and want to make sure they’re getting something unique and of high quality. That’s a good thing and we’re here to help them find what they’re looking for. Our variety ensures that there’s something for everyone. 1942 S Christopher Columbus Blvd., Philadelphia, PA • 215-755-2337 www.origlio.com HeadyTimes v.94
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On-PremiseSPOTLIGHT Penn Taproom
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LENTY OF LOCAL ESTABLISHMENTS CLAIM TO BE, “GREAT neighborhood bars” but halfway through our interview with Penn Taproom’s GM Albie Snyder, we knew this place was the real deal. Sitting on their beautiful patio overlooking downtown Doylestown, our conversation paused more than once so he could chat with passing locals. “This always happens when the weather is nice and the patio is open,” Snyder laughed. “What could be better?” Celebrating seven years serving Doylestown, it’s no wonder this State Street haunt is such a hit. The prime location, warm staff and great beer keep customers coming back.
From left to right, Co-owner Keith Blalock, Bar Manager Erin Weidner, Co-owner Chad Riedley and General Manager Albie Snyder
Heady Times (HT): What was Penn Taproom like when it opened seven years ago? Albie Snyder (AS): What [owners] Keith Blalock and Chad Riedley aimed to do all those years ago, was to bring great pub food and great craft beer to this community. They wanted to provide a gathering spot for the working class in an upscale pub environment. That same philosophy remains today. HT: Has the bar changed much in that time? AS: We’ve redone a lot. The interior used to be a bunch of smaller rooms, but we blew that all out and opened it up. The wrap-around patio is a huge addition. We really wanted to provide an awesome outdoor space to eat. OnlyInYourState.com recently named us one of Pennsylvania’s Top 10 Restaurants with The Most Amazing Outdoor Patios! We have 50-60 seats upstairs too, so there’s a lot of room for dinner. That fills up in the winter when our patio is closed. HT: Why Doylestown? AS: It’s a beautiful place. I love our neighbors and the other bars in town. It’s a great place to be. HT: Tell us about your 13 taps, why that number? AS: We like to keep it small. We’ve talked about adding more, but I don’t think we will. When a bar has let’s say 50 taps or something, often times they end up having a lot of beer that is just sitting around. I like that every time someone comes in, they can try a different beer, but it’s not too much. We’re turning beer, while people are trying new things – that’s what it’s all about.
HT: Does your location put you in a prime position for local events? AS: Yes! And we’re very involved in the community. At different times throughout the year, State Street is shut down for events, like the Doylestown at Dusk Car Show and Arts Festival in September. And we hold a few beer events throughout the year ourselves. HopFest is on May 20th this year and our PA Craft Party, where we feature Pennsylvania craft breweries, is in July. We also have a big Great Lakes Christmas Party every year. We’re thinking of adding an Oktoberfest… we’ll see what happens.
HT: What are some of your staples on tap? AS: Allagash and Spaten are our best sellers, so they’re always on. Guinness and Yuengling also do well, so they’re also offered most of the time. We leave the other taps open to rotate. We do great with Firestone Walker too. IPAs and pale ales in general sell really well. But I try to keep a wide range of beer, from hoppy, to easy-drinking, to domestic. We carry a lot of domestics in bottles. We cover a wide range, so there’s always something for everyone. HT: What are some of the local favorites on your food menu? AS: Well, we’re known for our burgers. My favorite is the Spicy State Street, named after the street we’re located on. Penntaproom.com • 80 W State Street, Doylestown, PA • 215-230-7299 6
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NewPRODUCTS Redd’s Apple Ale 4/6 Pack 16 oz. Aluminum Pints Redd’s Apple Ale is now available in 16 oz. aluminum pints! In the crowded landscape of flavored beer, FMBs and ciders, the unique aluminum pint package allows Redd’s to stand apart from other flavored offerings and provide a point of differentiation for consumers. Availability: Now, year‑round
Blue Moon 4/6 Pack 16 oz. Aluminum Pints The first craft beer available in a 16 oz. aluminum bottle, Blue Moon Belgian White Belgian Style Wheat Ale is brewed with Valencia orange peel for a subtle sweetness, and a touch of coriander to provide balance. Oats and wheat are added to create a smooth, creamy finish that’s inviting to the palate. It’s naturally unfiltered, which adds to the depth of flavor. ABV: 5.4% Availability: Now, year‑round
Modelo Chelada Tamarindo Picante This ready-to-drink Chelada has the flavors of sweet tamarind and spicy chipotle peppers that are authentic to Mexican cuisine and Michelada traditions. ABV: 3.3% Package: 24 oz. cans only Availability: Now, year‑round
A New Look for Sam Adams Light Samuel Adams Light has some new duds! The updated packaging corresponds with the entire rebrand of Sam Adams. The clean, bold patriotic design makes the beer more recognizable and easier for consumers to spot. Samuel Adams Light is not a light version of another beer, rather it is a crisp and refreshing amber lager, with a rounded sweetness, subtle hop character and clean, smooth finish. ABV: 4.3% Package: 12 oz. bottles only Availability: Now, year‑round
Dale’s Pale Ale 16 oz. Commemorative Draft Cans In celebration of 15 years of the original craft beer in a can, Oskar Blues Brewery is launching 16 oz. Dale’s Pale Ale Draft Cans, as an homage to their core belief that a keg is a can, is a keg, is a can, is a keg. As part of the continuous disregard to the status quo, Oskar Blues collaborated with avant-garde illustrator McBess to create a series of three, limited release cans that embody a shared enthusiasm for the outdoors, music and craft beer. When all three cans are aligned side-by-side, they create a single larger image that depicts Oskar Blues’ unlikely and irreverent journey from mountain town brewpub to craft beer pioneer. The series starts where it all began, Lyons, Colorado, including a depiction of the original can of Dale’s Pale Ale. It then progresses to the mountain bike haven of Western North Carolina and on to the live music capital of the world – Austin, Texas. Availability: All year long, beginning in May
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NewPRODUCTS Hank’s Gourmet Grape Soda
Rodenbach Brand Refresh
After 20 years of consumer requests, Hank’s is proud to introduce their new Gourmet Grape Soda! Crafted in the style and tradition of grape sodas of the past, with the same attention to detail and quality as their other flavors, Hank’s Grape Soda is full-bodied, extremely flavorful and very refreshing. ABV: Non-alcoholic Package: 12 oz. bottles only Availability: Now, year‑round
Rodenbach Brewery, known and recognized around the world as the leading brewer of Flemish red brown sour ales, has invested heavily in its brands, markets and brewery infrastructure in Roeselare, Belgium. All Rodenbach beers have undergone a redesign (supported by programing) and the brewery has received a $3MM investment in its brewing technology.
2SP 2SPils Previously available as a seasonal, 2SPils will soon be available to enjoy year‑round! This unfiltered pilsner has a full & fresh hop aroma with clean, crisp and grassy flavors – it’s completely crushable. ABV: 5% Packages: 12 oz. cans and draught Availability: Draught available now, year‑round; cans available year‑round, beginning later this summer
Lagunitas 12th of Never Ale 19.2 oz. Cans Already available year‑round in 12 oz. cans, 12th of Never will soon be available in 19.2 oz. cans as well! This beer is a blend of old and new school hops that play bright citrus and rich tropical flavors, all on a solid stage of English puffed wheat. Light, yet full-bodied, 12th of Never is everything Lagunitas has learned about making hop-forward beer, expressed in a moderate voice. Pale, cold, slightly alcoholic and bitter… it’s all they know. ABV: 5.5% Availability: Year‑round, beginning in July
The redesign creates a sense of unity for the portfolio. The iconic letter ‘R’, which appears on all packaging, has a new look that pays tribute to the brand’s 200-year-old heritage of artfully brewing Flemish red brown sour ales, while simultaneously introducing new consumers to the brand. Rodenbach ‘Classic’ is the new name for what was previously known as its session beer, and will be offered exclusively in 8.5 oz. six pack cans. Rodenbach Classic joins the new Rodenbach Fruitage in the brand’s ‘thirstquenching’ category. Rodenbach Grand Cru, Vintage, Alexander and Caractère Rouge also have new packaging and are designated as part of the brand’s ‘delicious’ category of beers, which are recommended with a variety of foods to enhance flavor and optimize enjoyment. Labels for Rodenbach Classic and Fruitage proudly use the ‘R’ as inspiration for the beers’ descriptors: “Red, Ripened and Refreshing.” Rodenbach Grand Cru, Alexander, Vintage and Caractère Rouge now feature the wording “aged in oak foeders”, which highlights Rodenbach’s 294 iconic oak vats and optimises the vinification and maturation process of all Rodenbach beers.
Straub 1872 Pre-Prohibition Lager 1872 Lager embodies the enduring legacy of one of the most historic and iconic breweries in the U.S., inspired by Straub Brewery Founder Peter Straub. Straub began brewing in St. Marys, PA in 1872, at a time when pale lagers had more color, a more pronounced malt flavor and were a touch hoppier than they are these days. 1872 is a classic pre-Prohibition-style lager, with a mild spice-and-floral hop aroma balanced by a slight malty sweetness and some light, toasty notes. It’s punctuated by a clean, crisp finish. ABV: 5.4% Packages: 12 oz. bottles and draught Availability: Now, year‑round 8
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NewPRODUCTS Saison Dupont 11.2 oz. Bottles Saison Dupont, the benchmark of one of Belgium’s most important beer styles, is the most admired and imitated saison in the world. Now available in 11.2 oz. 4 pack bottles, this full-bodied, malty farmhouse ale is beloved for its distinct peppery bite and unique flavor, derived from Dupont’s signature yeast strain. ABV: 6.5% Availability: Now, year‑round
Dupont/Dubuisson 300 Years of Belgian Brewing Variety Pack This variety pack offers a premium selection of highly acclaimed beers from two of the oldest and most iconic Belgian breweries: Dupont and Dubuisson. Included in the mix pack are: Saison Dupont, a perfect expression of Dupont’s signature bone-dry, spicy yeast characteristic; Forét, an organic saison with a light body, balanced by a spicy kick of bold malt flavor; Scaldis Pêche Mel, a combination of Scaldis Amber and peach juice with a heady aroma of peach, a well-balanced malt character and a surprisingly dry finish and Cuvée des Trolls, a Belgian blonde brewed with dried orange peel. Explore the different styles and skills that make Belgian beer globally revered. Availability: Year‑round, beginning in August
Unibroue À Tout Le Monde Now Available in 1/2 Kegs Already available in 12 oz. bottles and sixtels, Unibroue’s Belgian-style, dryhopped saison, which honors the mutual passions and friendship of Megadeth’s Dave Mustaine and Unibroue Brewmaster Jerry Vietz, will soon be available in half kegs as well. À Tout Le Monde is brewed as a tribute to all the friends of hard rock music and Belgian style ales. ABV: 4.5% Availability: Year‑round, beginning in June
Sixpoint Sweet Action Blonde Taking the place of their year‑round Sweet Action, Sweet Action Blonde is an easy drinker. This blonde ale has a smooth, unfiltered, hazy wheat body with a pure, juicebox aroma. No bitterness – it’s repeatable as hell. There’s nothing sweet about it. ABV: 5% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in May
FIX Hellas FIX Hellas, the first and most historic Greek beer, is a premium lager that’s ideal for any occasion. It has a slightly fruity aroma with a balanced bitterness, which enhances the pleasant flavors that emerge during the yeast fermentation. The finish is rounded and long-lasting. ABV: 5% Package: 11.2 oz. bottles only Availability: Now, year‑round
Mythos Lager Bright blonde in color, with complex, but distinct flavors, Mythos Lager is nicely balanced with fruity nuances and hop notes, a slight sweetness and a rich, long-lasting finish, making it both enjoyable and refreshing. ABV: 4.7% Package: 11.2 oz. bottles only Availability: Now, year‑round
Oude Geuze Boon Black Label Second Edition This oude geuze was first brewed in 2015 and won the gold medal at the World Beer Cup in 2016. Because of its success, a new blend was created – Black Label Second Edition. The result is yet again a bone-dry geuze which tastes – although smoother, with more of an old lambic character – similar to the previous edition. Oude Geuze Boon Black Label Second Edition is made from a selection of lambic from oak casks and foeders with the highest degree of fermentation. ABV: 7% Package: 375 ml bottles only Availability: Now, occasional release, year‑round
Monk’s Cafe Grand Cru Flemish Sour Ale Monk’s Cafe Grand Cru is a blend of aged and freshly brewed triple ales. The Brewmaster has selected his finest triple to age for three years. Just before bottling, a high fermented lager is blended in to reach an approachable ABV. ABV: 5.5% Package: Draught only Availability: Occasional release, year‑round, beginning in June
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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 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 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 a similar option. Origlio also sends out an email blast weekly to inform customers of seasonal offerings that are widely available to you, immediately. If you are interested in receiving the weekly email blast, please send your email address to socialmedia@origlio.com.
Guinness Brewers’ Collection Guinness has brought together four of their finest summer ales and lagers to create this year’s 12 pack Brewers’ Collection. The variety includes: Guinness Irish Wheat, clean with low bitterness, this wheat beer has a subtle clove/banana flavor and a hint of zesty citrus; Guinness Golden Ale, a refreshing bite yields to a dry finish, making for an enjoyable brew; Guinness Rye Pale Ale, the rustic, spicy character of the rye grain gives this amber ale a peppery bite, balanced with citrus and grapefruit from the Mosaic and Cascade hops and Hop House 13, crisp, full-flavored and refreshing, this beer is hoppy but not too bitter, with a malty finish. Availability: June
ZIMA The legend returns! Anyone who was old enough to drink in the ’90s has cause for celebration because ZIMA is finally making its official comeback… for a limited time. This refreshing citrus beverage gives drinkers the chance to re-live or experience for the first time, an innovator of the beverage alcohol industry and an icon of ’90s culture. It’s gonna go fast, so get it before it’s gone! ABV: 5% Package: 12 oz. bottles only Availability: Limited quantities in mid-June 10 HeadyTimes v.94 www.origlio.com
Narragansett Summertime Citra Ale Extremely refreshing and drinkable, Summertime Citra is the perfect beer for a day at the beach or a backyard barbecue. Superbly balanced, this crisp, golden ale is made with 2-row pale malt and Citra hops. Strong aromas of citrus and passion fruit are balanced and mild on the palate. ABV: 4.2% Package: 12 oz. cans only Availability: Now!
Samuel Adams Brewing The American Dream Variety Pack This limited release variety is a mix of microbrewery collaborations with Sam Adams including: Boston Tea Party Saison, brewed with Woods Beer Co. in San Francisco & Oakland, CA; Three Ninety Bock, brewed with Roc Brewing in Rochester, NY; Time Hop Porter, brewed with ChuckAlek Independent Brewers in San Diego, CA; Oats McGoats, brewed with Brewery Rickoli in Ridge, CO; Desert Kaleidoscope IPA, brewed with Bosque Brewing in Albuquerque, NM and Samuel Adams Boston Lager. Availability: July
Curious Traveler Lemon Shandy Curious Traveler is an American craft wheat beer made with fresh lemon and just a touch of lime to bring out a bright, juicy citrus aroma and flavor. Simply, Curious Traveler is “Quite a Refresher!” Packages: 12 oz. bottles and draught Availability: June
Traveler Grapefruit Shandy 15 Pack Cans Available in 15 pack cans for a limited time, Traveler Grapefruit Shandy is a deceptively delicious wheat beer made with real grapefruit. It delivers a bright and satisfying citrus aroma and flavor, then quickly disappears, leaving you searching for another. ABV: 4.4% Availability: Now!
SeasonalSELECTIONS Sierra Nevada Beer Camp Across the World Beer Camp is back for 2017, and it’s bigger than ever. This year, Sierra has taken the bus worldwide with an all-new incredible mixed pack of beer. Each pack is a treasure of rare beer styles, each a unique combination of energy, passion and purpose from the world brewing community. A mix of 12 oz. bottles and 16 oz. cans, the variety includes: Atlantic-Style Vintage Ale, brewed with Fuller’s Brewery in London, England; Campout Porter, brewed with Garage Project in Wellington, New Zealand; Dry-Hopped Barleywine, brewed with Avery Brewing in Boulder, CO; Hoppy Belgian-style Golden Ale, brewed with Duvel Moortgat in Puurs, Belgium; Dry-Hopped Berliner Weisse, brewed with Saint Arnold Brewing in Houston, TX; Dunkle Weisse, brewed with Ayinger Brewery in Aying, Germany; East Meets West IPA, brewed with Tree House Brewing Co. in Monson, MA; Ginger Lager, brewed with Surly Brewing Co. in Minneapolis, MN; Raspberry Sundae Ale, brewed with The Bruery in Placentia, CA; Thai-style Iced Tea, brewed with Mikkeller Brewery in Copenhagen, Denmark; West Coast Style DIPA, brewed with Boneyard Beer in Bend, OR and White IPA with Yuzu, brewed with Kiuchi Brewery in Naka-shi, Ibaraki, Japan. Availability: June
Harpoon Citra Sea IPA Summer fests, summer songs, summer Fridays, summer vacations, summer flings… all good reasons (as if we even needed one) to love this citrusy summer IPA. Citra hops provide a juicy citrus character in this grapefruit peel-infused IPA. The malt blend adds depth and a touch of sweetness and gives the beer its bronze hue and medium body. The finish is all citrus, all day. This IPA is easygoing and ripe with citrus flavor. ABV: 5.8% Package: 12oz. bottles only Availability: Now!
Mike’s Harder Watermelon Hold on for an intensely refreshing blend of ripe, juicy watermelon and tart lemonade. The liquid is dark pink and the aroma is of classic, freshly-cut, ripe watermelons. Unlike the overly sweet, candy-like profile of other watermelon beverages, Harder Watermelon delivers an authentic, mouthwatering watermelon taste before finishing clean with no lingering sweetness. ABV: 8% Package: 16 oz. cans only Availability: Now!
Lagunitas Lagunator Lager With a massive malt character, rounded out by a bitter balance from some experimental hops from the Yakima Valley, this beer will leave you saying ‘I’ll be bock!’ ABV: 7.9% Packages: 22 oz. bottles and draught Availability: May
Lagunitas A Little Sumpin’ Extra The big sister of the Little Sumpin’ Sumpin’ Ale, A Little Sumpin’ Extra has lots of wheat for a curious malt complexity, leaving it light in color, but huge in flavor and satisfaction. ABV: TBD Packages: 12 oz. bottles and draught Availability: July
Lagunitas Wilco Tango Foxtrot (WTF) Rich, smooth, dangerous and chocolaty, WTF is a big ol’ hoppy Imperial brown ale that will help with your slippery slide into the heat of the night. ABV: 7.85% Packages: 22 oz. bottles and draught Availability: July
Dogfish Head Alternate Takes #5 In the analog age of music, artists recorded take after take, experimenting with new sounds until a great record emerged. Dogfish Head’s Alternate Takes series offers a peek into their iterative and creative R&D process, where each batch is celebrated as its own off-centered hit. Alternate Takes #5 is a fruit-forward, sour beer rounded by tartness and hints of vanilla & oak. This beer started as a blonde ale, fermented with raspberries and aged in red wine barrels with brettanomyces and lactobacillus before being blended and additionally aged with insane amounts of blueberry. The mild brett funk plays well off the bright berry character, which is balanced by a soft lactic sourness. ABV: 8% Package: Draught only Availability: June
Dogfish Head Lupu-Luau IPA A juicy, coconut-centric lupulin party, this IPA is brewed with a tropical trifecta of toasted organic coconut, experimental hops and dehydrated coconut water. ABV: 7.3% Packages: 12 oz. bottles and draught Availability: July www.origlio.com HeadyTimes v.94 11
SeasonalSELECTIONS Great Lakes Lake Erie Monster Imperial IPA Issue a small craft advisory: this South Bay Bessie-inspired brew launches an intense hop attack amid torrid tropical fruit flavors. ABV: 9.1% Packages: 12 oz. bottles and draught Availability: July
Great Lakes Cans For the first time ever, this summer, Great Lakes is releasing cans!
Oskar Blues Fugli Yuzu and ugli fruit infusions, twisted together with the blueberry and tangerine notes of Mosaic hops, makes for a tangy, juicy, zesty aroma and flavor. Salivation will instantly ensue with one sniff of this crushable beer that was inspired by a Yuzu brew that Oskar Blues made with some friends in Japan. ABV: 5.8% Packages: 12 oz. cans and draught Availability: May
Great Lakes Lightkeeper Blonde Ale This beer is aglow with crisp hop aromas, an incandescent golden hue and a smooth, navigable malt finish. ABV: 6.6% Package: 12 oz. cans only Availability: Late May
Great Lakes Rally Drum Red Ale Citrusy and piney all-American hops wind up and deliver the pitch to cleanup hitter dry roasted malt in this red ale. ABV: 5.8% Package: 16 oz. cans only Availability: August
Cape May The Bog What happens when Cape May brewers are making their Cranberry Wheat and accidentally add too much cranberry, making it too tart? They embrace it and turn it into a shandy. What was supposed to be a one-off batch has turned into one of their top-selling and most sought-after beers. The Bog has become the definitive South Jersey summer beer. A tart, cranberry wheat beer blended with lemonade, makes for an uber-drinkable summer shandy. Designed to enjoy on those sweltering days, this beer is light and refreshing, while still packing tons of flavor. ABV: 3.9% Package: Draught only Availability: June
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Evil Genius #Adulting First created last year for the brewery’s fifth anniversary, #Adulting is a guava-infused IPA. Pale and crystal malts marry perfectly with Citra and Cascade hops, creating an easy-drinking, creamy, medium-bodied, clean, smooth IPA. It is then infused with all-natural guava, turning this already delicious IPA into something truly unique. Big, bold hop notes of tropical fruit, watermelon and lemon are perfectly balanced by a slightly sweet malt backbone and juicy, refreshing guava. ABV: 6.8% Packages: 12 oz. bottles and draught Availability: Late June
21st Amendment Watermelon Funk 21 A has transformed their watermelon wheat into something a little more funky and a little more groovy, with syncopated sweet fruit notes and downbeat aromas. Watermelon Funk pours slightly hazy with a golden color and tight, white bubbles. There are fruity esters with farmhouse aromas and the malt character is soft with watermelon fruit flavors, tartness and sour notes. The beer finishes clean with an acidic character. It’s fricking great! ABV: 6.7% Packages: 12 oz. cans and draught Availability: Limited quantities in June
SeasonalSELECTIONS Heavy Seas Blackbeard’s Breakfast Blackbeard’s Breakfast is a robust porter with a New World twist. Aged in bourbon barrels and brewed with Chesapeake Bay Roasting Company’s Dark Sumatra coffee, this porter is flavorful and complex. Featuring unique English malts, Blackbeard’s Breakfast has strong notes of caramel and a slight nut character. Paired with bourbon notes and the sumptuous Sumatran coffee, this brew will please coffee and beer connoisseurs alike. ABV: 10% Packages: 22 oz. bottles and draught Availability: Limited quantities in June
Heavy Seas Partner Ships Series with Cigar City Brewing India Pale Lager The Partner Ships are bold and unique beers brewed at Heavy Seas in Baltimore, MD. Born of friendship, creativity and a boundless sense of adventure, the Partner Ships celebrate the spirit of American craft beer today. This golden, strong lager has bready malt aromatics and a crisp, dry finish. Late addition kettle hops, followed by extensive dry-hopping, provide full citrus and tropical fruit flavors and aromas, balancing a soft bitterness. ABV: 7.8% Packages: 22 oz. bottles and draught Availability: Limited quantities in July
Allagash 2017 Fluxus Every year, Allagash brews Fluxus to celebrate the anniversary of their first beer sold in July, 1995. The name Fluxus is Latin for “continuous change” and in the spirit of change, every batch of Fluxus is brewed with a different recipe. This year, Fluxus is a mixed-fermentation saison-style ale brewed with rhubarb. The combination of Brettanomyces and saison yeast results in complex fruit aromas, reminiscent of apricot, mango and pineapple. Notes of citrus and biscuit combine to create a slightly sour, slightly sweet flavor that finishes with a hint of dry acidity. ABV: 6.5% Packages: 750 ml cork and caged bottles and draught Availability: July
Abita Blueberry Wheat Blueberry Wheat is a crisp wheat beer brewed with pilsner & wheat malts and German Perle hops. The juice from local blueberries is then added to complement the toasty malt flavor. ABV: 4.4% Packages: 12 oz. bottles and 12 oz. cans Availability: June
Abita Andygator Andygator is a fearsome beast. Don’t let his toothy grin, slightly sweet flavor and subtle fruit aroma fool you: this cold-blooded creature is a helles doppelbock that can sneak up on you. This unique, high-gravity brew is made with pale malt, German lager yeast and German Perle hops. Sip, don’t gulp, and taste the wild of Abita Andygator. ABV: 8% Package: 12 oz. bottles only Availability: Now!
Spring House Diabolical Doctor Wit Diabolical Doctor is a white ale brewed in the authentic Belgian style. This Belgian wit starts off with a wheat base and is left unfiltered. It is then carefully spiced with coriander and bitter orange peel and aged with lavender to introduce a unique floral bouquet that complements this complex, yet refreshingly fruity, thirst quencher. ABV: 4.7% Packages: 12 oz. cans and draught Availability: Now!
Saison Dupont Cuvée Dry Hopping (2017) Saison Dupont Cuvée Dry Hopping is a limitededition, dry-hopped version of Dupont’s famous saison. This special version allows Master Brewer Olivier Dedeycker to incorporate a different hop variety each year. For 2017, Olivier chose the Slovenian hop, Styrian Eureka, known for its spicy and earthy flavor. This year’s Cuvee Dry Hopping is a refined and aromatic saison with striking notes of fresh fruit and a lively citrus character. Pair it with chili-lime marinated fish or fiery chicken wings. ABV: 6.5% Packages: 750 ml bottles and draught Availability: Early August www.origlio.com HeadyTimes v.94 13
SeasonalSELECTIONS The Lost Abbey Witch’s Wit
Unibroue Lune de Miel
The Lost Abbey’s Belgian-inspired wit beer, Witch’s Wit is a lighter-bodied beer spiced with Curacao, sweet orange peel and coriander. Starting out with flavors of fresh wheat and flaked oats, this refreshing ale rounds out with notes of subtle spice. A great beer to pair with lighter fare such as shellfish and salads, Witch’s Wit also works wonderfully with honey and light, tangy cheeses. ABV: 4.8% Packages: 750 ml cork-finished bottles and draught Availability: Limited quantities in June
Behind every Unibroue beer is an inspirational story. This legend says that in Babylon, 4000 years ago, a customary wedding practice was that the bride’s father had to provide his son-in-law with mead for the entire first month (moon) of the marriage. This was believed to boost the couple’s fertility, and later became known as the “honeymoon” (Lune de Miel). To honor the tradition, Unibroue has crafted a divine union of ingredients called Lune de Miel, a refermented amber ale brewed with spices and Quebec honey. Lune de Miel will also be available in the Unibroue Sommelier Selection variety pack this summer ABV: 8% Packages: 12 oz. bottles and draught Availability: July
The Lost Abbey Genesis of Shame A new addition to The Lost Abbey portfolio for 2017, Genesis of Shame is a blend of barrel-aged beer with a fresh farmhouse ale. Beginning with a French oak-aged golden sour with peaches, The Lost Abbey brewers created a new farmhouse ale, and combined the two. The result is a refreshingly light ale with hints of tartness and peach character, with just a kiss of brett pepperiness. ABV: 5.8% Packages: 750 ml cork-finished bottles and draught Availability: Limited quantities in June
Port Brewing Bourbon Barrel-Aged Santa’s Little Helper Santa knows who’s been naughty and who’s been nice… and this is one seriously naughty but nice beer. Santa’s Little Helper, Port Brewing’s Bourbon barrel-aged Imperial stout, begins the journey with flavors of sweet Bourbon and oak, continues with hints of nutty, dark chocolate & malt and finishes with a smoky, coffee finish. ABV: 10.5% Packages: 375 ml cork-finished bottles and draught Availability: Very limited quantities in July
Dock Street Summer in Berlin Dock Street’s ‘Philly-style’ Berliner weisse is brewed with fresh lemongrass and ginger. This tart, sessionable beer begs for hot weather. Summer in Berlin opens up with a refreshing lactic punch that melds beautifully with grassy citrus notes and finishes with a subtle ginger spice. ABV: 4% Packages: 16 oz. cans and draught Availability: Draught available now, cans in June
Dock Street A Dog Named Pierre This is a slighty tart, slightly hoppy, pale ale. “The dog next door, his name’s Pierre, he runs and jumps through the air. Thank God Almighty that he is here. The dog next door, his name’s Pierre.” ABV: 3.5% Package: Draught only Availability: June
The Hop Concept IPA Mosiac & Eureka Two heavyweights with complex flavors meet head-on in this one-of-a-kind IPA. Mosaic – probably one of the most aptly named hops – fuses an array of tropical fruit, citrus and berry with mild herbal, earthy and pine characteristics. Heady Eureka hops emphasize heavy pine, underlined by mild floral notes, rounded out with dank aromas. ABV: 8% Packages: 22 oz. bottles and draught Availability: July
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SeasonalSELECTIONS Shipyard Estival Estival is Shipyard’s Summer Ale aged with wood chips from tequila barrels. It’s made with pale ale, malted wheat, Munich malts and Hallertau hops. ABV: 5.3% Package: Draught only (also available in the Shipyard Summer Seasonal Collection) Availability: Now!
Shipyard Summer Seasonal Collection This 12 pack bottle collection of Shipyard’s summer seasonals includes: Island Time Session IPA, a spicy, easy-to-drink session IPA with a delightful citrus and piney finish; Summer Ale, a traditional American wheat beer with an inviting color and mellow malted wheat flavor; Estival, Shipyard’s Summer Ale aged with wood chips from tequila barrels and either Signature Series Imperial Pilsner, a unique blend of German pilsner & Imperial IPA OR Signature Series Imperial Rye, a spicy, golden red beer with a floral hop aroma – sweet up front with a smooth, aromatic finish. (The two signature beers are rotated.) Availability: Now!
Shipyard Melon Handcrafted Ale 15 Pack Cans Same beer (Melonhead) but with a new name and updated can graphics, Shipyard Melon is a crisp, quenching ale with a refreshing essence of fresh watermelon. It is made with process pale ale, whole wheat and Munich light malts, Willamette and Saphir hops. ABV: 4.4% Availability: June
Firestone Walker Leo v. Ursus Adversus The second release in Firestone Walker’s Leo v. Ursus rotating series, Adversus (against) is an intensely hopped Imperial IPA that manages to remain nimble and refreshing on the palate. Audaciously brewed with pilsner malts to attain a certain lightness of being, Adversus ultimately achieves the improbable: a big, bold beer made for summertime sipping. Harmony through opposition – this is the essence of Adversus. ABV: 8.2% Packages: 16 oz. cans and draught Availability: July
Weyerbacher Sexy MotherPucker Inspired by a classic beverage blending lemonade and iced tea, Sexy MotherPucker is a sour ale with bright citrus notes. Amber hued, tangy and dry on the palate, this tart beer nicely balances sour and malt, with a late addition of Citra hops to give it a citrus kick in both flavor and aroma. ABV: 7.5% Packages: 12 oz. bottles and draught Availability: Limited quantities in June
Weyerbacher 22 Let’s get some French toast! Weyerbacher’s 22nd Anniversary beer is a big, rich, malt-forward ale brewed with vanilla, cinnamon, nutmeg and orange peel. Sweet, bready, caramel flavors prevail, along with hints of smoke, spice and citrus. This is a liquid version of a classic breakfast. ABV: 11.1% Packages: 12 oz. bottles and draught Availability: June www.origlio.com HeadyTimes v.94 15
SeasonalSELECTIONS Oude Geuze Boon VAT 109 Foeder N°109 is a 9000 liter oak cask that is over 100-years-old. Previously used to stock cognac from 1935-2009, the cask was put into service at Brouwerij Boon after it was shaved on the inside. The lambic used to make Oude Geuze Boon VAT 109 was aged in foeder N°109 for two years, brewed on the 16th of April 2014 and bottled on the 18th of April 2016. The foeder gives a special cognac-character to the lambic as it ages. ABV: 8.25% Package: 375 ml bottles only Availability: Now!
Cuvée des Trolls 20 Liter Kegs This Belgian blonde, brewed with dried orange peel, has a pleasant fruity character with notes of ripe peach and honey flowers. It finishes clean with a nice hop bite, typical of the beers of Brasserie Dubuisson. ABV: 7% Package: Draught only Availability: Now!
Stone Ghost Hammer IPA Appearing for the first time in a seasonal 12 oz. can six-pack, Ghost Hammer IPA is unfiltered and loaded with Loral hops – making it a floral, lemony and tropical IPA that is best enjoyed in the summer. ABV: 6.7% Packages: 12 oz. cans and draught Availability: June
Stone Mocha IPA Clearly, style lines have been crossed. Is it half-IPA, halfstout? Not quite. It’s definitely all IPA, but it’s also the best of both styles, making this love child of a beer simply just a beautiful, pleasure-seeking meld of Imperial IPA and mocha indulgence. ABV: 9% Packages: 12 oz. bottles and draught Availability: June
Sixpoint Lo-Res
Peak Organic Ginger Saison Peak Organic loves ginger for its unique, exotic flavors. Their Saison recipe is the backdrop here, with hints of spice and fruit from the Belgian yeast, complemented by a healthy dose of fresh ginger from Charlie’s Red House Farm in Massachusetts. Try it with Asian cuisine, Niçoise salad or fresh tomatoes on a warm summer day. ABV: 4.7% Packages: 12 oz. cans and draught Availability: July 16 HeadyTimes v.94 www.origlio.com
It’s time for a sesher. Hi-Res magnified the resin… Lo-Res changes the resolution. When you zoom out from the hop cone, things can get grainy. Focus on the juice – that’ll bring the pixels back into perspective. ABV: 4.5% Packages: 12 oz. cans and draught Availability: June
Coronado Beach Break IPA Beach Break rides an intense wave of New World hops from the kettle to the bottle. Simcoe, Citra and Mosaic give this Imperial IPA bright, peachy and tropical notes, with a lingering dry finish. It’s dry-hopped with four pounds of hops per barrel for vibrant tropical aromas and a swell of flavor that keeps you wanting more. It’s a shore thing. ABV: 8% Packages: 12 oz. bottles and draught Availability: July
Available Year-Round PERFECT FOR THE SEASON Verdi Sparkletini Nine-time winner of the Impact Hot Brand Award, Verdi Sparkletini is the perfect addition to Mother’s Day brunches or any warm weather celebration. Delightfully refreshing, Verdi is sparkling Italian summer fun!
Sly Fox 360 IPA An adventurous, dry-hopped IPA featuring a compelling combination of Bravo, Cascade, Centennial and Lemondrop hops, Sly Fox Brewing Company’s 360 IPA is a triple threat of size, technology and flavor. Ready for any adventure, 360 IPA in tall boy cans delivers wide open flavor with the novel 360 lid in the can that drinks like a glass… anywhere! ABV 6.2% Packages: 16 oz. cans and draught
Allagash White
Firestone Walker Pivo Hoppy Pils This beer is everything we love about classic German pilsners with a hoppy Bohemian twist. Pivo is a bright straw-colored lager with playful carbonation, topped with beautiful white foam lace. Hallertau grown Magnum hops deliver the lupulin foundation, while generous amounts of Spalter Select hops bring floral, aromatic and spicy herbal notes. Delicate, lightly toasted malt flavors underscore the noble German hop character. As a twist, the beer is finished with German Saphir for a touch of bergamot zest and lemongrass. ABV: 5.3% Packages: 12 oz. bottles and draught
Heavy Seas TropiCannon This citrus IPA is exploding with bright citrus aroma and flavor. A variation of the brewery’s flagship Loose Cannon, TropiCannon packs a full blast of blood orange, grapefruit, mango and lemon flavor. ABV: 7.25% Packages: 12 oz. bottles, 12 oz. cans and draught
Samuel Smith’s Organic Cider This hard cider shows bright straw-gold with excellent clarity. Perfect for warm weather consumption, it’s light in body with a crisp, clean flavor and a dry finish that stops short of being austere. The bouquet is fresh apples, with a soft floral note. It’s USDA and UK Soil Association Certified Organic. ABV: 5% Packages: 12 and 18.7 oz. bottles
Allagash’s interpretation of a traditional Belgian wheat beer, Allagash White is brewed with a generous portion of wheat and spiced with coriander and Curacao orange peel. Fruity, refreshing and fairly low in alcohol, this beer is perfect for warm weather consumption. ABV: 5% Packages: 12 oz. bottles and draught
Sierra Nevada Otra Vez Brewed to be the ultimate session beer, Otra Vez is light-bodied, tangy and complex. Sierra happened upon a sweet-tangy blend of nativegrown prickly pear cactus and grapefruit, combined with the zing of a traditional gose for a vicious but delicious twist on the stodgy session sippers. ABV: 4.5% Packages: 12 oz. bottles, 12 oz. cans and draught
Cape May IPA Cape May Brewing Co.’s flagship beer is a slightly bitter American IPA. It’s loaded with a hop blend that provides the floral and citrus notes, lending a quintessential American west coast profile. Dry-hopped with almost a pound per barrel, the beer encapsulates your senses until you’re left wondering where the rest of your brew went. ABV: 6.3% Package: Draught only www.origlio.com HeadyTimes v.94 17
Programs
Corona Summer Vibes Music, Corona and friends are the key elements of summer. From May through August, Corona is uniting all three to create that unbeatable feeling – Corona Summer Vibes. With an all-new partnership and consumer sweepstakes with Spotify, the national debut of the Beach-in-a-Can primary and secondary packaging, bilingual POS and increased media investment featuring brand-new general market/Hispanic summer TV spots, Corona is positioned to win summer yet again in 2017.
Modelo is the Official Beer of the Beautiful Game Casa Modelo will set the stage for the upcoming 2018 FIFA World Cup tournament by leveraging a flurry of soccer activity within the next 18 months, both at point-of-purchase and through ongoing engagement via social media and broadcast sponsorship. To start, Modelo is the proud sponsor of the 2017 Gold Cup! This brand new, four-year sponsorship with CONCACAF will only further solidify Modelo as the Official Beer of the Beautiful Game. New bilingual promotional packaging will both showcase this exciting new sponsorship, as well as encourage participation in this year’s sweepstakes, giving consumers a chance to win an international soccer experience in 2018. There will also be local, on-site activation during the quarter-final matches on July 19th at Lincoln Financial Field in Philadelphia, PA. 18 HeadyTimes v.94 www.origlio.com
Programs PHS Pop Up Gardens at uCity Square & South Street Sponsored by Corona and Modelo Corona and Modelo Especial are sponsoring two PHS Pop Up Gardens that will transform the Philadelphia landscape from May through October, with delicious new food and drink menus and inspirational programs and events that connect people with plants and each other in lush urban oases. The Pennsylvania Horticultural Society brought fresh, new design elements and gardens to the beautiful gathering space at 15th and South Streets on May 5th with the PHS Pop Up Garden operated by Cantina Los Caballitos, the South-of-the-
Border mecca in South Philly. An expanded food and beverage menu, great craft beers and an extensive can selection are available and special events are planned weekly, including live music on Brewsday Tuesdays and a Guest Chef Series every other Thursday featuring dishes from Di Bruno Brothers, Federal Donuts, Royal Tavern and others. The new landscape design will blend romantic-rustic elements with modern furnishings. The PHS Pop Up Garden at uCity Square is set to open the third week
of May. PHS will turn a corner of the vast vacant lot at 36th and Filbert Streets in University City into an open-air, European-style garden for the season. Jet Wine Bar will operate the garden and offer delicious Tex Mex dishes created by Rex 1516 and Café Ynez. Special events will include Mardi Gras Mondays, Taco Tuesdays, Wine Wednesdays and Thursday Yappy Hours for canines and their companions. Constellation Brands will feature Corona, Modelo Especial and Pacifico, beers imported from Mexico.
Keystone Light Americana Packaging To celebrate the Fourth, America’s favorite ’stones are suited up for summer in brand-new patriotic packaging – Keystone Light’s salute to those whose love for country comes first this time of year. Build the ultimate display with these eye-catching cases. They easily stack together to create the American flag! Add the patriotic pole topper, display case card and cooler, and together these pieces will create a display that Uncle Sam would be proud of. The packaging will be featured on Facebook, where fans will be winning Keystone Light swag all summer long. www.origlio.com HeadyTimes v.94 19
Programs Champions Have Arrived. Score Your Tickets with Heineken Heineken and the International Champions Cup (ICC) are taking to the pitch for another year to bring you the best of beer and soccer.
Bruno Mars and the Heineken Cities Project This summer, Heineken is launching the Bruno Mars concert series presented by the Heineken Cities Project. Consumers who donate to a local passion project via Indiegogo will receive concert tickets to the hottest tour of the summer starring Bruno Mars.
Heineken will be kicking off the 2017 season with an engaging retail activation and giving away tickets to ICC matches across the United States. POS will be in-market from June 1st through July 3rd, all geared to drive in-store traffic and incentivize purchase. With Heineken being the exclusive beer and presenting sponsor of ICC, be sure to stake a claim with the Heineken ICC 2017 program, and profit from kickoff to final whistle.
Taste Adventure All Summer with Dos Equis Inspired by the Most Interesting Man in the World’s adventures, Dos Equis wants to help consumers set forth on their own round of summer expeditions. With sweeps including Dos Equis summer can buckets off-premise, digital or Uber gift cards on-premise and grand prizes of Dos Equis sponsored adventures, the brand is making sure consumers have a story to tell. A new merchandising solution for cans and exciting, summer-themed POS will be the final touches on a season of exploring and excitement.
White Claw: The Purest Hard Seltzer in the World Consumers have spoken and White Claw is their brand of choice! This summer, the purest hard seltzer in the world will be taking over your market with unprecedented local and national brand support. White Claw Hard Seltzer will encourage pure enjoyment across the streets of Philadelphia with, “The Purest Hard Seltzer in the World” campaign. Philadelphia will be home to a giant, highimpact display, five bulletins and 14 metro lights targeting 5.6MM consumer impressions including the famous Ben Franklin Bridge. White Claw’s campaign will also extend to print and digital media. Look out for White Claw ads in Men’s Health, ESPN magazine and Women’s Health this May. With focus on distribution and getting liquid to lips, White Claw will maintain its place as the #1 hard seltzer this summer. 20 HeadyTimes v.94 www.origlio.com
Programs Yuengling American Summer “America’s Oldest Summer Favorite,” an ice cold Yuengling Traditional Lager, is the perfect beer to enjoy at summer concerts, grilling with the family or camping with friends. Yuengling’s American Summer program is a celebration of all things summer. Consumers visiting on-premise retailers have the chance to win a Summer Party Pack that includes Yuengling golf bags, corn-hole sets, wireless speakers, bikes and more. Additionally, Yuengling will offer consumers (off-premise) a chance to win an All-American BBQ Prize Pack, which includes a Weber Grill, Yuengling BBQ tools, a padded-seat cooler and a Yuengling folding chair. Consumers will text codes and keywords for their chance to win. This summer, Yuengling proudly continues their partnership with Smithfield Meats and the Yuengling Lager Beer Brats. These premium Brats are made with real Traditional Lager and featured at PA retailers including Sam’s Club and Weis Markets. The program includes instant redeemable coupons on brats and mail-in-rebates for savings on Traditional Lager, Light Lager and Black & Tan.
Yuengling Sponsors Philadelphia Phillies In April, D.G. Yuengling & Son, Inc., America’s Oldest Brewery, announced their new sponsorship agreement with the Philadelphia Phillies. This multi-year agreement, with one of Pennsylvania’s Major League Baseball teams, will feature Yuengling beer, which is the first new beer sponsor of the Phillies in nearly 40 years! “Phillies baseball and beer are two of my passions. So we are thrilled to partner with one of the iconic teams in our home state,” said Dick Yuengling, Owner and President. “Watching America’s favorite pastime, while enjoying a Yuengling Traditional Lager from America’s Oldest Brewery, is what brings fans together.” “We are proud to welcome Yuengling to the Phillies family,” said Dave Buck, Senior Vice President of Marketing & Advertising Sales. “Like the Phillies, Yuengling has a long history in Pennsylvania. It’s a natural synergy – and a great addition to the ballpark’s off-the-field lineup.” The sponsorship includes an outfield wall sign, digital sign and in-stadium sign, featuring the brewery’s flagship beer, Yuengling Traditional Lager. As in past years, fans can enjoy Yuengling Traditional Lager, Light Lager and Black & Tan on draught and in 16 oz. and 24 oz. cans at beervending areas at Citizens Bank Park.
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Programs Where Will Sam Summer Take You? Samuel Adams is offering consumers three unforgettable trips to cap off one unforgettable summer. Colorful adventures will delight drinkers from coast to coast. POS, social and digital channels will drive drinkers to enter the sweepstakes. YELLOW Destination: Cadillac Mountain, ME Activity: Hike to see 1st yellow sunrise in the country ORANGE Destination: Key West, FL Activity: Orange sunset party at Mallory Square BLUE Destination: San Juan Islands, WA Activity: Kayak tour through a blue bioluminescent bay
Magners Irish Cider This is Sport. To celebrate the European soccer season, Magners will be heading into the market to join fans as they root for their favorite teams. With giveaways and promotions during the game, this Irish cider will not only be supporting the league, but their partner team, the Celtic FC, with new merchandise and retail POS.
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Be Free This Summer with Angry Orchard From May through August, Angry Orchard is hitting the road to the best music festivals in the country! Consumers can join in the fun and enter to win VIP tickets to the festival of their choice at AngryOrchard.com. One grand prize winner will receive VIP tickets, travel and accommodations to Voodoo Music and Arts Festival in NOLA, five second prize winners will receive VIP tickets to attend either Bonnaroo, FYF Fest, Boston Calling, Bumbershoot or Voodoo Music and Arts Festival, five third prize winners will receive an outdoor bean bag chair and 1000 fourth prize winners will receive key chains with raincoats inside!
Programs Toast Our Troops with Shiner Continuing a long tradition of supporting our military, Shiner is proud to partner with the Boot Campaign again this year! This organization raises awareness and funds to help wounded veterans. Since 2011, the Toast Our Troops program has raised over $625,000 for the Boot Campaign, with the mission, “to promote patriotism for America and our military community, raise awareness of the unique challenges that service members face during and post-service and provide assistance to military personnel, past & present and their families.� From May 1st through July 31st, the brewery will donate a portion of the sales of specially marked Shiner Bock cans directly to this worthy cause. Shiner will also be fundraising through retail accounts in the Philadelphia market during the month of June, via a creative display contest and retail activation at bars and restaurants.
Woodchuck Hard Cider Ciderstock Music Festival Sweepstakes From June 1st through June 30th, consumers will be asked to follow @WoodchuckCider on Instagram and post a picture of themselves enjoying Woodchuck Cider with the hashtag #Ciderstockbound, including the handle @WoodchuckCider for a chance to be one of ten winners who will receive a trip for two to Woodchuck Ciderstock Music Festival in Middlebury, VT on August 19th, 2017. The Roots are headlining!
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Programs Oskar Blues Dale’s Pale Ale REEBellion at the Ranch
Oskar Blues Brewery and Draft Magazine present the REEBellion at the Ranch sweepstakes giveaway. This is the brewery’s most valuable giveaway ever! The winner will receive a three day, three night trip for four to the Oskar Blues REEB Ranch in Brevard, NC, an assortment of awesome prizes and the opportunity to join in races and rides held at the ranch and on the world-renowned trails of the Pisgah and DuPont forests. The trip includes airfare, transportation, meals, gear and lodging at the idyllic Waterfall Cabin at the REEB Ranch. The group will get the VIP brewery treatment with a behind-the-scenes look at OBB’s Western North Carolina home including tours, special tastings, live music, bonfires and an endless supply of fresh-brewed craft beer. The winner will also receive a custom REEB Cycles bike!
Rodenbach ‘Cheers to the Unexpected’
“REEBs are one-ofkind, all-American, and welded by the best in the business,” said Tim Moore, Chief REEBer. “All of our steel tubing comes from True Temper Sports and small parts from Paragon Machine Works. These bikes are made for the types of terrain we love to ride. It’s pretty cool that the winner will be able to ride a REEB on the North Carolina trails they were designed for.” Other prizes include speciallybranded Smith Optics gear (Forefront helmet and Lowdown and Purist sunglasses) and a fully loaded Eagle’s Nest Outfitters hammock setup (Dale’s Pale Ale-branded Doublenest hammock, Atlas straps, Talon Gear Strap, Twilights and Echo Bluetooth speaker).
Rodenbach marketing and sales support now includes a new slogan, ‘Rodenbach, Cheers to the Unexpected’ which aims to give beer connoisseurs the opportunity to discover the Rodenbach portfolio of beers. This campaign continues in the tradition set forth in 1821 when Rodenbach began surprising beer lovers everywhere. One of the most awarded beers in the world, Rodenbach is the undisputed market leader of Flemish red brown sour ales. Rodenbach received scores of 98, 97 and 96 points from Wine Enthusiast magazine and critical acclaim from All About Beer, Beer Connoisseur, Beer Advocate, USA Today, Esquire and other leading publications.
Not only will the winner take epic mountain bike treks through Pisgah & DuPont, but they can choose to participate in (or simply grab a beer and watch) the races held during REEBellion weekend. From May through July, Oskar Blues fans can enter to win this epic sweepstakes at oskarblues.com/contest.
Charlie Wells Dry Hopped Lager & Wells Banana Bread Beer Can Digital Rebate Program From June through September, consumers will receive $4 back on the purchase of two 6-packs of Charlie Wells Dry Hopped Lager and/or Wells Banana Bread Beer cans when they text “Great Beer” to 55755. Case cards, posters and shelf talkers are available to support the program.
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The BeerGUY America’s Oldest Brewery Continues to Make History By Steve Hawk Not many companies can boast about their age. Times change. Tastes change. Traditions change. So any company – in any market – would find it challenging to remain relevant for 188 years. But local brewery D.G. Yuengling & Son has defied the odds. Founded in 1829, this family-owned brewery is the oldest in North America. And the sixth generation of Yuenglings is still literally making a “case” for today’s beer drinkers. “We wouldn’t be here if it wasn’t for the creativity and entrepreneurship of the third generation owner, Frank D. Yuengling,” said Jennifer Yuengling. “During the Prohibition era, Yuengling survived by producing ‘near beer’ with a 0.5% alcohol content. They also ran a dairy which produced ice cream.” The company was started in Pottstown, PA by German brewer David Yuengling, who had immigrated to the U.S. He first called it the “Eagle Brewery,” but changed its name to D.G. Yuengling and Son in 1873, after his son Frederick joined the company. The bald eagle emblem remained even after the name change. Today, the company is owned and operated by Jennifer’s father, Dick Yuengling, Jr., with Jennifer and her sisters, who are poised to keep the company going for many years to come. Yuengling now has breweries in both PA and Tampa, FL and has released
several very popular new offerings in the past decade, including Yuengling India Pale Lager, Oktoberfest and Summer Wheat Beer. As my conversation with Jennifer continued, she pointed out some exciting new developments. Most noteworthy is the fact that Yuengling is still receiving major awards in the beer industry. In 2016, the Brewers Association’s named it #1 on its list of the Top 50 Craft Brewers in the Nation for the third year in a row. “It was an honor to be in a ‘friendly competition’ with the 2nd place winner of the past three years,” said Jennifer. She was referring to Jim Koch, owner of The Boston Beer Company, whom she considers a pioneer in the craft beer market. Another exciting development for the brewery is their first product packaging and branding update in three decades. The new design continues to showcase their rich heritage by keeping the original eagle and barrel symbols. “We believe this gives our brand a more modern image and allows our product to ‘pop’ on the shelf,” said Jennifer. “It’s a simple design,” she continued, “clearly a case of making more out of less.”
The sponsorship includes large signage in left field, which prominently features the brewery’s flagship beer, Yuengling Traditional Lager. Jennifer mentioned how excited everyone at the brewery is about this new partnership. She recalled going to games as a kid and hearing her father talk fondly about attending games at the legendary Connie Mack Stadium. This partnership is clearly a throwback to some very happy memories. Another great initiative is Yuengling’s Lagers for Heroes. Yuengling makes an annual contribution to the VFW’s National Veterans Service Program. Consumers can donate $10 by texting HERO to 27722. Additionally this year, participating retailers will run a “donate-at-purchase” program, which is expected to be especially relevant to consumers over Memorial Day and July 4th. Proceeds from the 2017 Yuengling Lagers for Heroes Campaign directly supports veterans. As you can see, Yuengling continues to be a dominant presence in our region, no doubt poised to make history for another 100 years. It’s exciting to watch this nearly 200-yearold brewery pack tradition and innovation into every case of beer.
Jennifer Yuengling is heavily involved with the company’s marketing efforts to increase brand awareness among the next generation of beer drinkers. The company recently announced a sponsorship agreement with the Philadelphia Phillies, which is the team’s first new beer sponsor in nearly 40 years!
Check out George Latella’s latest Retail Edge article “The Third Screen is Now the First Screen” at Origlio.com/blog/third-screen-now-first-screen George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major at Saint Joe’s, recently celebrated its 50th anniversary. Latella is also a partner in Beacon Marketing Group which provides marketing planning, research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at glatella@sju.edu or 610-660-2254. www.origlio.com HeadyTimes v.94 25
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Coors Light EVERYONECAN Can a brand use summer and sustainability to sell beer? Coors Light can. And it makes total sense. From backyard grilling get-togethers, to beach parties and summer festivities, all those empties can be recycled for a more sustainable world. This is one of Coors Light’s mountains and they have been climbing it all along. They pioneered the first aluminum beer can in the 1950s and now they have the largest solar array of any U.S. brewery, which helps produce enough energy to brew 22 million beers! Every climb starts with a few steps. To reach some sustainability peaks during the summer selling season, this program has a lot to offer. Empty kegs become keg grills (select key retailers), old billboards become 12-pack cooler bags (featured as a text-to-win, offer for consumers) and bottle caps get collected and become art pieces for participating on-premise accounts. The unifying message that Coors Light puts on display in both on and off-premise accounts is that, if Coors Light can, then EVERYONECAN. Coors Lights’ sustainability efforts haven’t gone unnoticed. There’s a good buzz about the EVERYONECAN program, from the leading publication in the advertising/ marketing industry: Ad Age! Check out the article online at Adage.com.