Heady Times Spring 2016

Retail Edge Seasonals The Beer Guy New Products ProgramsL U K E B O W E N O F E V I L G E N I U S | S P R I N G S E L E C T I O N S | T H E R E S U R G E N C E O F L A G E R S

DRAUGHT BEERWILL NEVER BE THE SAME

Spring 2016 | V.88 ORIGLIO BEVERAGE

In This ISSUE

Cover Story ��1

Brewer Highlight ��2

Harrow Beverage ��3

Maggie’s Waterfront Café ��4

New Products ��5

Seasonal Selections ��8

Available Year-Round Perfect for the Season �� 16

Programs �� 17

Retail Edge �� 20

The Beer Guy �� 21

Letter toTHE TRADE

®

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

Spring has sprung!

AS 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 thirst-quenching, 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, fruit-infused brews in the upcoming months� Both Abita and Shipyard will release new, year-round session IPAs made with citrus fruit in April, while Blue Moon’s new spring seasonal, Belgian Table Pils (4�2%) is brewed with mandarin orange peel, Harpoon’s new Camp Wannamango (ABV 5%) is made with – you guessed it – mango and 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�

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 OriglioPresident

CoverSTORYInnovation and Family Tradition Take Heineken to Newer, Greener Heights

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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�

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

Bill Weber of Flanigan’s Boathouse in Conshohocken pours a Heineken from his BrewLock system

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�

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LUKE 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

Luke Bowen Evil Genius Beer Co.

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�”

BrewerHIGHLIGHT


Harrow Beverage

SUCCESS CAN BE DEFINED IN A NUMBER OF WAYS, BUT HARROW Beverage co-owners, Scott Hillman and Carol Brubaker, attribute the success of their new beer distributor to years of careful

planning, a great variety of beer and an inviting store layout�

Although Hillman and Brubaker are new to the Bucks County beer scene, the beer business has been in Hillman’s blood for quite some time� “Back in the old days, when beer was delivered to people’s houses like milk, my dad would let us kids ride in the truck on some of his deliveries,” recalls Hillman� “That memory from a young age is what sparked my interest in this business� It’s been great to finally open Harrow Beverage after all these years and the support of our local community in Ottsville has been overwhelming�”

“Before we opened, Doylestown and Quakertown were the closest places to go for a great selection of beer,” says Brubaker� “It was a hike for those who live in this area� We saw the need to open a store with a large assortment of beer, and so far the feedback has been very positive� We usually see three to four new customers a day!” Hillman and Brubaker have been pleasantly surprised by the range of people that come into the store and they are doing a tremendous job of catering to the beer lovers in the community� “This part of Bucks County has a diverse demographic� Our customers range in age and beer preference, so we try to offer something for everyone,” says Hillman�

To ensure profits and happy shoppers, the very clean, bright store was laid out in a thoughtful way� Wide aisles allow customers to browse the store, and a grid-format floorplan was designed specifically so patrons would not be overwhelmed by the large selection� While the focal point of the distributor is a massive 21-door cooler that encompasses an entire wall of the store, warm cases are neatly shelved with clear pricing provided for each� Brubaker credits a couple Origlio employees with maximizing the space they had to work with� “Mike Sacchetti and Jeff Stiles have been wonderful,” says Brubaker� “They made sure the store was laid out in a way that helps customers easily navigate our vast selection�”

With a background in grocery, Jeff Stiles Off-Premise District Manager at Origlio Beverage knows how to get the most out of a store layout� “It’s smart to put higher priced items in heavy traffic areas,” he says� “In the case of Harrow Beverage, the majority of their inventory is kept in the cooler, and of course shoppers are always looking for cold beer, so we made sure to place the higher profit items between the front door and the cooler� This way, customers actually pass these products twice – once when they walk to the cooler, and again when they head back to the register, which is placed near the entrance� We also created shorter isles with endcaps to provide more visibility of the products displayed at the end of the isle� We worked together for months prior to their opening to make sure the store had a good flow that caters to the customer and the retailer�”

Stores come and go, but the early success of Harrow Beverage suggests that this distributor will stand the test of time� “We’re excited to see where the future takes us,” says Hillman�

Off-PremiseSPOTLIGHT

Scott Hillman and Carol Brubaker, co-owners of Harrow Beverage on Tabor Road in Ottsville

Maggie’s Waterfront Café

WHERE IN PHILADELPHIA CAN YOU FIND SCENIC VIEWS OF the Delaware River, 60 different beers on tap and impeccable service? At the newly renovated Maggie’s Waterfront Café on

North Delaware Ave�!

To create a location unlike any other, owner Kevin Goodchild has renovated Maggie’s several times since he purchased the space in 2008� GM Jay Murphy, a native of Ireland, explains the most recent upgrades, “The bar on the first floor was extended, three additional dining rooms were added, tripling our capacity and a beautiful event space was built upstairs�” Perfect for any celebration, the new event room is adorned with a granite-topped bar, exposed brick walls and rich, dark hardwood floors, while large windows offer magnificent views of the river�

Equally impressive, the downstairs area also features a granite-topped bar surrounded by large windows, immersing the space in natural light� “Basically no matter where you’re seated, you’ll have a view of the water,” says Murphy� “It’s one of the things that make this place so special�”

Another is the beer selection� “We offer 60 different beers on tap in addition to a large assortment of bottles� Forty-two taps are showcased at the first floor bar� Those lines are split and run upstairs where we offer an additional 18 draught options,” says Murphy� “We carry all the big domestic beers on tap and we dedicate about 10 lines to those beers that sell really well, including Lagunitas IPA and Dogfish Head 60 Minute� Twelve to fourteen lines are reserved for IPAs and pale ales, while at least two ciders and four to five fruit-infused beers are offered at all times� For the remainder of the lines, I look to my sales reps and BeerAdvocate for the newest, hottest brands�”

Murphy creates beer lists (more like booklets), available at the bar, that describe all the beers being offered on draught, categorized by flavor attributes (ex� dark and roasty, crisp and bright, toasted and nutty)� ABV, style, price and pour size are also provided� “The last page is dedicated to beers ‘on deck’,” says Murphy� “Once a keg has kicked, I put a red sticker next to its name and a green sticker next to the beer [from the ‘on deck’ list] that will replace it� This way I don’t have to print new lists all the time�”

Having so many beer options means that staff education is very important� “Our bartenders and servers are all well-versed on the selection,” says Murphy� “They are expected to try each beer on tap and read up on the details in order to convey the information to interested guests�” To ensure that this is being done, the staff is given written quizzes weekly�

Maggie’s kitchen offers everything from soup and sandwiches to seafood, pasta and steak, all made from scratch� The menu was created to provide customers with the ultimate food and beer experience� “We want to make sure there’s a beverage and an entrée that suits every guest’s needs,” says Murphy� “I think the selection of both is what keeps people coming back and why Maggie’s appeals to such a diverse crowd�”

However, Murphy knows that selection alone doesn’t create loyal customers� “We offer our guests top notch service,” he says� “In Ireland, they call bar managers publicans because there is such an emphasis on

On-PremiseSPOTLIGHT


Jay Murphy, General Manager of Maggie’s Waterfront Café on N. Delaware Ave. in Philadelphia

working with the public� I make it a point to interact with customers and so does the staff� My favorite part of the job is having the ability to change someone’s day for the better�”

The excellent service at Maggie’s includes their ‘Honoring our Heroes program’� “Every Monday we offer 50% off the entire party’s check for all retired and active military, police, fire and EMS,” says Murphy� “Kevin is very passionate about giving back to those men and women who make a difference in the world� It’s the very least we can do�”

With a packed house every day of the week and more than 12,000 “likes” on Facebook, Maggie’s Waterfront Café is clearly a Northeast hotspot� “We will continue to evolve and grow� You have to,” says Murphy� “We recently purchased the lot next to the bar to offer additional parking and our new outdoor patio, complete with a fire pit, will be ready for outside drinking and dining this spring/summer�” As if these guys aren’t busy enough, a second Maggie’s location was opened in the Poconos that is successfully up and running�

NewPRODUCTS

Corona Light 1/4 KegsCorona 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, it will help

keep sales up 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� Availability: Now, year-round

Blue Moon RedesignBeer consumers are drawn to Blue Moon for the flavorful, refreshing taste and the iconic orange peel/glass combination they experience on-premise� 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 off-premise experiences with the familiar combination� Availability: Year-round, beginning in April

1911 Hard Ciders The 1911 brand is based on 100 year-old traditions of quality and innovation in apple farming that began when George Skiff and Andrew Beak founded

Beak & Skiff Apple Orchards in 1911. The same personal touches are applied today to every bottle of their premium ciders. 1911 Hard Ciders are made from apples grown in the orchard in LaFayette, New York and fermented on the same property. Quality and freshness of these ciders is guaranteed, as every apple tree is planted, trimmed and cared for on the same land that has been family owned and farmed for five generations.

1911 Original Hard CiderA semi-dry sparkling cider made from a special blend of apples, 1911 Original Hard Cider combines the crispness of freshly picked apples with a clean, refreshing finish� This balanced and perfectly tart cider is aged with American oak� ABV: 5�5%

Packages: 12 oz� bottles and draught Availability: Year-round, beginning in April

1911 Raspberry Hard CiderSemi-sweet and sparkling, this cider opens with a fruit-forward body and a lingering burst of raspberry on the finish� ABV: 5�5% Packages: 12 oz� bottles and draught Availability: Year-round, beginning in April

1911 Blueberry Hard CiderThe flavors of apple and blueberry intertwine smoothly and result in a lasting fruity finish in this semi-sweet sparkling cider� ABV: 5�5% Packages: 12 oz� bottles and draught Availability: Year-round, beginning in April

1911 Hard Cider Variety PackThe 1911 Hard

Cider Variety Pack includes the cidery’s three core ciders (Original, Raspberry and Blueberry) in one convenient mix pack� Availability: Year-round, beginning in April

Pacifico 24 oz. CansAlready available in 12 oz� bottles (6 and 12 packs), Pacifico now comes in convenient 24 oz� single serve cans! Availability: Now, year-round

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Moosehead RadlerA refreshing blend of beer infused with 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

Traveler IPA ShandyA 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 in April

Traveler Grapefruit Shandy 12 Pack Cans

Previously called Illusive Traveler, Traveler Grapefruit Shandy is a deceptively delicious wheat beer brewed with real grapefruit – now available in 12 oz�, 12 pack cans� This refreshing elixir delivers a satisfying citrus aroma and flavor then quickly disappears, leaving you searching for another� ABV: 4�4% Availability: Year-round, beginning in April

Smirnoff Ice ElectricSmirnoff Ice Electric is unlike anything else on the market! Smooth and flavorful, these non-carbonated premium malt beverages are made with cane sugar and are available in Berry and Mandarin flavors� Offered 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

Smirnoff Ice Spiked Smirnoff Ice has expanded their lineup with new Smirnoff Ice Spiked! These ramped-up FMBs (8% ABV) are available in Original, Hurricane and Screwdriver flavors� ABV: 8% Package: 24 oz� cans only Availability: Year-round, beginning in April

Mike’s Harder Original Orange SodaThis 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

Palm Breeze Variety PackThe 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

Harpoon Sweet SpotHarpoon’s newest year-round offering is a refreshing golden ale� Light in color, full of flavor, not too hoppy, not too malty, complex, but easy drinking, this beer is brewed to be just right� Classic German noble hops provide a clean hop aroma, while the malt combination adds depth – a balancing act of the finest ingredients for a beer that hits the Sweet Spot� ABV: 4�8% Packages: 12 oz� bottles, 12 oz� cans and draught Availability: Year-round, beginning in May

NewPRODUCTS

Coronado Orange Avenue Wit Cans Coronado’s refreshing, light-bodied brew, rife with citrus zing and a hint of earthy spice, will be available in 12 oz� cans this spring! Availability: Year-round, beginning in April

Allagash Sixteen CountiesThis beer was named to honor the rich tradition of farming in the sixteen counties of Maine� The beer is brewed with malted Maine-grown barley, unmalted Maine-grown red wheat and Maine-grown organic oats� Sixteen Counties has a bright copper hue

with aromas of lemon rind, flowers and candied grapefruit� The first sip opens with herbal hop notes, wheat cracker and citrus and ends with a balanced, dry finish� Allagash is proudly donating a portion of the proceeds from this beer to help support sustainable agriculture and family farming in Maine� ABV: 7�3% Packages: 750 ml bottles and draught Availability: Year-round, beginning in May

Shipyard Island Time IPAIsland Time IPA is an easy drinking session IPA with a bright, West Coast hop profile� A bouquet of grapefruit and pine contributed by Amarillo and Simcoe hops is followed by a smooth hoppy finish� This refreshing IPA will transport you to your Island Time no matter where you are� ABV: 4�5% Packages: 12 oz� cans and draught Availability: Year-round, beginning in April

Spring House CansThree 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


Abita Big Easy IPALike life in New Orleans, this beer goes down easy� Abita’s newest year-round offering is a session IPA, brewed with lemon peel and dry-hopped with Cascade, Amarillo, Centennial and Simcoe for a hoppy aroma of citrus, fruit and pine� ABV: 4�5% Package: 12 oz� bottles only Availability: Year-round, beginning in April

New Packaging for UnibroueAfter 25 years, the packaging for Unibroue’s core lineup has been updated! The change was made to convey more information about the products to consumers� Although the design remains true to tradition, the new packaging includes information that savvy beer

drinkers are looking for� The bottle labels have been tweaked slightly and now incorporate more pronounced ABVs and beer styles, while the side of the carriers

include beer style, ABV, IBUs, food pairings, history and suggested serving temperatures� Additionally, for a more uniform look, all of Unibroue’s 12 oz� bottles will be topped with silver foils� Availability: Now!

21st Amendment El SullyWho is El Sully? Grab a can of this Mexican-Style lager, head to the nearest beach, even if it’s imagined, and perhaps he’ll come to you� ABV: 4�8% Package: 12 oz� cans only Availability: Now, year-round

NewPRODUCTS

SeasonalSELECTIONS


Yuengling Summer WheatYuengling 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

A Variety of Travelers Shandy MedleyThe 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

Traveler Can Pack The Traveler Can Pack includes Curious Traveler Shandy and Grapefruit Shandy, both in 12 oz� cans� Availability: April

Coney Island Concession Stand Variety PackConcession 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� Availability: April

Blue Moon Belgian Table PilsThis 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 and orange sorbet� ABV: 4�2% Packages: 12 oz� bottles, 12 oz� cans and draught Availability: April

Redd’s Blueberry AleRedd’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

When Demand Exceeds SupplyMany 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 [email protected].


Samuel Adams Summer AleGolden, 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

Samuel Adams Porch RockerTart 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

Samuel Adams Adventures in Lager Variety PackThis 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 and Double

Pilsner, an abundance of Hallertau Mittelfrueh Noble hops gives this beer an unmatched flavor dimension and complexity� Availability: Limited quantities in April

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, has 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 & smoothness and Got To Gose, slightly tart with a pinch of salt� Availability: Late March

Angry Orchard Orchard Sampler Angry Orchard’s seasonal variety pack includes: Crisp Apple, Green Apple, Hop’n Mad, Stone Dry, Summer Honey and Elderflower. Availability: Mid-March

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

Samuel Adams Beers of Summer Can Variety PackThe 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 fresh-squeezed 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

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

SeasonalSELECTIONS

SeasonalSELECTIONS


Smirnoff Ice Hurricane PunchPunch 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

Smirnoff Ice Seasonal Variety PackFull of limited edition, cooler-ready cocktails, this seasonal variety pack includes: Smirnoff Ice Screwdriver, Hurricane Punch, Strawberry Bellini and Watermelon Mimosa� Availability: May

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% Packages: 12 oz� bottles and draught Availability: March

Shiner Prickly PearBack 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: April

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

Harpoon Camp WannamangoHarpoon’s new summer seasonal is a pale ale that begins with a subtle tropical aroma and finishes with a kiss of mango� Golden-copper in color, Camp Wannamango is light in body with a slight hop bitterness and a malty sweetness� ABV: 5% Packages: 12 oz� bottles, 12 oz� cans and draught Availability: March

Harpoon Summer Vacation Mix PackYou 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

UFO Explorer Can MixAdventure is great all year, but nothing beats the explorations that summertime brings� Case in point (literally!), the UFO Explorer Can Mix� Be it hiking, camping, beaching, boating, barbecuing or anything else that your calendar brings, the UFO Explorer Can Mix

is sure to become a favorite summer sidekick� This mix includes the delightfully spiced

and citrusy UFO White, the grapefruit-kissed UFO Big Squeeze Shandy, the all-natural raspberry stylings of UFO R.A.Z., and the lip-smacking UFO Hefeweizen� Happy exploring! Availability: March

SeasonalSELECTIONSSierra Nevada Beer Camp Across America Variety Pack

The largest craft beer celebration in history returns for 2016! This year, Sierra teamed up with talented brewers from every corner of the country to create a one-time-only mixed pack of beers that showcases the art, spirit and

attitude of American craft beer� Each pack will contain six all-new beers (two of each

style) created in collaboration with six regional brewing teams� This year’s pack contains: NorCal & Hawaii Collaborators – West Latitude: Session Rye with Hibiscus; Southwest Collaborators – Stout of the Union: Robust Stout; PNW & Rockies Collaborators – Moxee-Moron: Imperial Session IPA; Midwest Collaborators – Family Values: Imperial Brown Ale with Cocoa; Northeast & Mid-Atlantic Collaborators – Pat-Rye-Ot: Revolutionary Pale Ale; Southeast Collaborators – Sweet Sunny South: Southern Table Beer� Availability: May

Sierra Nevada SummerfestThis pilsner-style beer is brewed in the original Czech tradition� Crisp, golden, dry

and incredibly drinkable, Summerfest has a delicate and complex malt flavor with a spicy, floral hop character from the use of traditional European hops� ABV: 5% Packages: 12 oz� bottles and draught Availability: April

Sierra Nevada Summer PackSierra’s 2016 Summer Pack features four beers ranging from fruit-forward and hazy to crisp and hoppy for endless

enjoyment in the summer sun� The mix includes: Pale Ale, Nooner Pilsner,

Hoppy Lager, and an all new session IPA, 11.5 Plato� Availability: May

Sierra Nevada HoptimumThis massive double IPA pushes the extremes of hop flavor� It is aggressively

hopped, dry-hopped AND torpedoed with exclusive new hop varietals for ultra-intense and resinous hop flavor and aroma� ABV: 10�4% Packages: 12 oz� bottles and draught Availability: May

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Narragansett Del’s ShandyDel’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

Narragansett Clam Shack Summer Variety Narragansett’s 2/12 pack summer variety contains 12 oz� cans of: 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

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 hop-forward finish� It’s fruity, it’s hoppy, it’s tasty! ABV: 7�2% Packages: 12 oz� bottles and draught Availability: Now!

Dogfish Head Squall IPAContinually 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: Very limited quantities in March

SeasonalSELECTIONSSixpoint JammerJammer is an ale brewed with sea salt and coriander – an ancient beer style, re-formulated to quench the sticky heat of summer� It’s sour, it’s salty and it’s slammin’� It’s Mad Science� ABV: 4% Packages: 12 oz� ‘sleek’ cans and draught Availability: March

Lagunitas Equinox 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

Lagunitas Lucky 13This 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

Lagunitas The Waldos’ SpecialPart of Lagunitas’ One Hitter series, The Waldos’ Special is herbaceous, botanical, dank and resinous� ABV: 11�1% Packages: 12 oz� bottles and draught Availability: Very limited quantities in April

Weyerbacher Line Street PilsnerA hoppy pilsner with great flavor and a not-so-menacing ABV, Line Street Pilsner 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

Weyerbacher IPA #1The 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

Weyerbacher WitWit 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

Weyerbacher Tarte Nouveau with Blood OrangeWeyerbacher 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� 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

Weyerbacher Last Chance IPA with ApricotLast 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! ABV: 5�9% Packages: 12 oz� bottles and draught Availability: May

12 HeadyTimes v.88 www.origlio.com

Rodenbach AlexanderRodenbach Alexander is a reddish brown fruit beer with a taste of sour cherries, a hint of oak from the barrel-aging process and a slight almond flavor from the macerated cherry pits used in brewing� This is a recreation of the legendary beer created by Brewmaster Rudi Ghequire and named after one of the four original Rodenbach brothers� Tart and slightly dry, this limited edition beer has a long finish, much like that of a good Burgundy wine, and is a terrific aperitif� It also pairs exceptionally well with blue cheeses and creamy desserts featuring warm cherries� Alexander can be enjoyed now, or after being cellared for many years� ABV: 5�6% Package: 750 ml bottles only Availability: Limited quantities in April

SeasonalSELECTIONS


Abita Strawberry LagerPart of Abita’s Harvest series, Strawberry Lager is brewed with pilsner & wheat malts and Vanguard hops� Real Louisiana strawberry juice is added after filtration resulting in a crisp lager with a sweet strawberry flavor, aroma and haze� It is wonderful with desserts or lighter fare like salads and pastas� ABV: 4�2% Packages: 12 oz� bottles and draught Availability: March

Sly Fox Summer Box SetSometimes the swelter of summer can be too hot to make choices… with Sly Fox Brewing Company’s brand new summer edition of their popular Box Set your customers won’t have to! This new package features four of the PA brewery’s favorites including: Royal Weisse, Grisette Summer Ale, Helles Golden

Lager and SRT Ale� The quartet inside the Summer Box Set gives the sampler a glimpse into the depth of a brewery that prides itself on authentic representations of classic beer styles� Availability: April

The Lost Abbey Witch’s WitLost Abbey’s Belgian-inspired wit is a lighter-bodied beer spiced with curacao, sweet orange peel and coriander� Beginning 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 fish, shellfish and salads, Witch’s Wit also does wonders with honey and light, tangy cheeses� ABV: 4�8% Packages: 750 ml cork-finished bottles and draught Availability: May

The Hop Concept: Citrus & PineyCitrus & Piney begins with huge citrus aromas, orange peel and honey notes with faint hints of bready malt� The citrus and pine are both

fully on display, with notes of tangerine and grapefruit, leading to a spicy, crisp finish� ABV: 8�5% Packages: 22 oz� bottles and draught Availability: April

Port SPA (Summer Pale Ale)Summer Pale Ale is Port Brewing’s version of the iconic West Coast-

style pale ale� The first sip will confirm the importance of the hops with a citric spicy start, while the finish is refreshing and dry� SPA is brewed to be enjoyed all summer long… or as long as it lasts� ABV: 5�2% Packages: 22 oz� bottles and draught Availability: May

Saranac Summer PilsThis German-style pilsner uses traditional (Tettnang) and modern (Cluster, Cascade and Belma) hops for a floral and citrus aroma� A sessionable brew, Summer Pils has a light malt body and a crisp hop finish that makes it a very easy-drinking beer, perfect for pairing with pork tenderloin, chicken wings or Havarti cheese� ABV: 5�2% Packages: 12 oz� bottles, 12 oz� cans and draught Availability: April

Saranac Brewer’s Blood This blood-red ale is everything the brewers at Saranac live-to-brew for� They’ve combined the finest continental malts with the most citrusy, piney and dank hops available� It is massively hoppy and supported by a complex malt bill that includes flaked barley for a full, smooth mouth feel� Brewer’s Blood is great with burgers, pizza or Mexican food� ABV: 8�7% Packages: 12 oz� bottles and draught Availability: Limited quantities in April

Saranac 12 Beers of Summer Summer is in session! This year’s Saranac 12 Beers of Summer 2/12 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 German-style 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

SeasonalSELECTIONS


Shipyard MelonheadThis beer is a crisp, quenching wheat ale with a refreshing essence of fresh watermelon� ABV: 4�4% Packages: 12 oz� bottles and draught Availability: April

Shipyard Summer AleShipyard Summer Ale is a traditional American wheat beer� With its inviting color and mellow malted

wheat flavor, it’s sure to please those looking for a clean, cool taste sensation on long, hot, summer days� ABV: 4�8% Packages: 12 oz� cans and draught Availability: April

Peak Summer Session AlePeak’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 beer� ABV: 5% Packages: 12 oz� bottles, 12 oz� cans and draught Availability: April

Peak Espresso Amber AleThis robust, malty, amber ale is brewed with roasted, organic fair trade espresso from Irving Farm Coffee Roasters� Substantial amounts of Munich malt provide a perfect backbone for the rich, roasty flavor imparted by the espresso� Peak Espresso Amber is the first Fair Trade Certified beer brewed in the United States� ABV: 7% Package: Draught only Availability: Limited quantities in April

Stone Enjoy By 07.04.16 IPADevastatingly dank, über hoppy and,

as always, made with a fresh stash of more than 10 different hops, this double IPA is brewed not to last� ABV: 9�4% Packages: 12 and 22 oz� bottles and draught Availability: May

Stone 6th Anniversary PorterOriginally released as a Stone Anniversary Ale, it’s much like the brewery’s venerable smoked porter cranked up a notch or three� 6th Anniversary Porter is the owner of a superlative score of 100 on RateBeer� ABV: 8% Packages: 22 oz� bottles and draught Availability: Limited quantities in April

Cape May Misty Dawn SaisonComplex and refreshing with a

predominantly yeasty flavor profile, this medium-bodied ale is the perfect beer to change seasons with� A distinctive orange-copper color sets Misty Dawn on its journey, bringing strong fruity

notes, compliments of an estery yeast, which are accented by a

peppery finish� To make this seasonal brew, Cape May pushes the yeast’s

profile front and center with the addition of coriander and sweet orange peel in the kettle, with a boatload of noble Saaz hops rounding things out� The days are getting longer and the temperature is rising, drink Misty Dawn Saison while eagerly anticipating the warmer months ahead� ABV: 6�2% Package: Draught only Availability: April

Allagash Little BrettLittle Brett is a hazy, straw-colored beer featuring an aroma bursting with pineapple and notes of bread crust� Pineapple continues through the flavor along with fresh grass and mango notes� A mild tartness in the finish is nicely balanced with bright hop notes� Both hopped and dry-hopped with 100% Mosaic hops, Little Brett is completely fermented in stainless with Allagash’s house strain of Brettanomyces yeast� ABV: 4�6% Packages: 12 oz� bottles and draught Availability: Limited quantities in May

Green Flash Styrian Golding Single Hop Pale Ale Beer 2 of 3 in Green Flash’s 2016 Hop Odyssey Series is a single-hopped pale ale built on an English malt

base of Golden Promise, 2-row malted barley and Caramalt to allow the hop qualities to shine through� The zesty, bitter orange peel qualities of Styrian Golding hops are balanced by the English malt base, offering a slightly spicy, assertive, herbal and dry finish� ABV: 5�5% Packages: 12 oz� bottles and draught Availability: Limited quantities in May

SeasonalSELECTIONS


Evil Genius Turtle PowerTurtle 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

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 easy-drinking, 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

Evil Genius I Love LampThis German-style hefeweizen is brewed with 2-row, wheat and Munich malts, and hopped gently in the kettle with German hops� Once fermentation is complete, 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 I Love Lamp� ABV: 5�5% Packages: 12 oz� bottles

and draught Availability: May

Dock Street Jip the BloodNamed for the South Philadelphian legend by the same name, this Berliner weisse, fittingly brewed with blood orange puree, flows much like the man they called Jip the Blood�

It starts off with a substantially quenching punch of sourness� That intense but pleasant tartness fades to a wonderfully balanced character and body with notes of citrus� This beer comes on strong but leaves you with an enduring and unforgettable finish, or so the story goes… ABV: 5�5% Package: Draught only Availability: Limited quantities in April

Dock Street Summer in BerlinBehold, Dock Street’s ‘Philly-style’ Berliner weisse brewed with fresh lemongrass and fresh 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� Named Philadelphia Weekly’s 2015 Beer of the Year, this could be your new favorite summer beer� ABV: 4% Package: Draught only Availability: Limited quantities in April

Dock Street The Golden Goat

This traditional German Maibock lager is strong enough for late winter and drinkable enough to welcome spring� Peanut butter and fresh bread aromas

and flavors are balanced with a spicy finish� ABV: 6�8% Package: Draught only

Availability: Limited quantities in May

Great Lakes Chillwave Double IPAInspired 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

Great Lakes Steady Rollin’ Session IPAThis single hop session IPA is brewed for the days when you can only guess the time based on the

location of the sun 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


Ayinger Bräuweisse This beer perfectly represents the wheat ales of Bavaria with its beautiful, hazy golden color, wonderfully smooth body from a malt bill of about 60% wheat and 40% barley, enticing Hallertau hops and the spicy, clove-like finish that comes from Ayinger’s proprietary, yet super-traditional weissebier yeast strain� This delicious hefeweizen, with a score of 97 on ratebeer�com, welcomes spring and summer like no other beer� ABV: 5�1% Packages: 11�2 oz� bottles, 16�9 oz� bottles and draught

Cape May Devil’s Reach Although Devil’s Reach is a Belgian beast, you would never know it at first sip� Fruity esters and a super light body make for an easy-drinking and refreshing beverage, perfect for spring� But be careful, before you know it, Devil’s Reach has swallowed you whole� ABV: 8�6% Package: Draught only

Firestone Walker Easy Jack Easy Jack came about when Brewmaster Matt Brynildson went to the mountain top 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 newer hop varieties from Germany, New Zealand and North America� He foresaw a beer that would deliver massive hop aromas, surprising dimension, a signature malt balance and an empty glass before you knew what hit you� This beer, now available in 12 pack cans and bottles, is perfect for springtime consumption� ABV: 4�5% Packages: 12 oz� bottles, 12 oz� cans and draught

Jack’s Conewago Hard CiderSpring calls for refreshing libations, and Jack’s Hard Cider is about as thirst quenching as you can get! The apples used to make Conewago Hard Cider are pressed off the tree, slowly fermented and aged to perfection, resulting in an off-dry hard cider with just a touch of sweetness to complement the natural acidity and spiciness� ABV: 5�5% Packages: 12 oz� cans and draught

Available Year-Round PERFECT FOR THE SEASON

Samuel Smith Organic Fruit AlesSamuel Smith’s organic, handcrafted fruit ales combine deep brewing traditions with innovation� Their fresh fruit flavors and aromas – Apricot, Cherry, Raspberry and Strawberry – are supported by a malty, yet refined British ale� Fruity and perfectly balanced, these ales will freshen up any beer list, and they shout spring! ABV: 5�1% Package: 18�7 oz� “Victorian pint” bottles only

Verdi and SparkletiniVerdi and Sparkletini by Verdi are totally refreshing and fun! The delightfully sparkling, 100% natural way to add bubbly fun to every get-together, Verdi is the life of the party! Serve chilled to enjoy the light, refreshing taste� ABV: 5%


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�

Redd’s Wicked wants consumers to host a wicked-good time to kick off the summer and set the tone for the party� The Redd’s Wicked summer program will instigate shoppers to kick-start their summers in April by providing retail tools to create a Wicked party-center 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�

Keystone Light

Summer Star-Spangled ‘StonesThis 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 for 12 oz� 30-packs, 24-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

Coors Light Summer 12-Pack Loyalty Rewards ProgramLed by the rallying cry, “Every Climb Deserves a Refreshing Finish,” Coors Light’s 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 that is supported by a 360-degree, through-the-line activation, both on and off-premise and national partnerships with Spartan and GoPro Mountain Games�

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�


Programs

Heineken UEFA Champions LeagueIt’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�

#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!

Tecate Presents Canelo V KhanTecate 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�

Shiner SoundsTo 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�


Programs

Mike’s Gives Heroes A WelcomeThe 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�

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 callouts 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

Grab a Lager & Toast A HeroYuengling 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 YuenglingCheck-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!

Dogfish Head Record Store DayDogfish 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 at dogfish�com) and the limited-edition Crosley turntable, featuring built-in stereo speakers and three speeds that will be given away at Dogfish Head events and available for purchase at dogfish�com� Ask your sales rep how to get involved with this special yearly event!

RetailEDGE


Category ManagementBy George Latella

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 [email protected] or 610-660-2254.

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 off-premise 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!

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 tend 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�

A local craft brewery that takes lagers very seriously is Sly Fox Brewing Co� They actually hold an annual event where lagers are center stage� Their “Bock” Fest, held the first weekend in May each year, celebrates the traditional German-style lager that gets its name from the German word for “goat�” There’s even a goat race to remind the crowd of the true reason for the celebration�

Sly Fox Brewmaster Brian O’Reilly believes that craft lager will continue to grow in popularity� “Pennsylvania has always been ahead of the curve,” he says� “Pilsners are the ‘new’ thing in craft� Last year it was the most added beer style to brewery portfolios�”

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 well-rounded 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

Sly Fox Helles and Pikeland Pils Both of these light-bodied German-style lagers are brewed with imported German pils malt and noble hops, which offer a gentle, dry finish� Full of flavor and very refreshing, they are perfect for an outdoor party�

Yuengling IPL A new twist from 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�

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�

The BeerGUYDon’t Call it a Comeback… The Resurgence of Lagers in the Craft Beer SceneBy Steve Hawk


3000 Meeting House RoadPhiladelphia, PA 19154

®

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.

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 make it easy to celebrate with�

Heady Times Spring 2016

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Transcript of Heady Times Spring 2016