Spring 2017| V.19 AMOSKEAG BEVERAGES€¦ · classic beer styles with unique twists, which has...

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Spring 2017 | V.19 AMOSKEAG BEVERAGES

Happy spring!

With spring comes new beginnings, and we at Amoskeag Beverages are excited to announce the promotions of several key executives.

After spending more than three decades holding down the proverbial fort as President of Amoskeag Beverages, Tom Bullock is transitioning to Chairman of the Board.

Tom began his career in the beer business in 1973 and has moved up the ranks from delivery driver, to college pub manager, to sales rep, to business partner/owner and President, before his current appointment. Tom has worked tirelessly in every position he’s held and accomplished so much for this company, as Amoskeag is now the largest beer distributorship in NH. Tom will continue to play an active role within the business, and as Chairman of the Board, he will also have the opportunity to continue with his charitable work.

Ed Murphy has been appointed President after serving as VP of Sales for 15 years. He has been a driving force in the growth of Amoskeag, not only in sales, but also in acquiring top-notch brands to add to our ever-expanding portfolio. It is impossible to convey what Ed has done for Amoskeag Beverages since he joined the company as a sales rep in 1991. His work ethic is extraordinary. With his competiveness and passion for the business, we are confident he will continue to guide Amoskeag to ongoing success as our President.

Taking over as VP of Sales is Scott Proulx. Scott began working at Amoskeag in the summer of 1997, while in college, and joined the team full time in 2001. As Chain Sales Manager, he has helped guide us through significant chain growth. In his new leadership role, Scott will manage the best sales team in the state.

Kaleigh Bullock is transitioning from her role as Regional Sales Director to VP of Business Development. Prior to Amoskeag, Kaleigh held positions at MillerCoors and Boston Beer Co. Her experience in marketing and brand strategy is incredibly valuable. We’re confident that her expertise and understanding of the evolving marketplace will benefit not only Amoskeag, but our suppliers and our customers as well.

We are so proud of the many accomplishments and professional growth of these key team members and all of our 250 employees. Tom Bullock’s trademark slogan pretty much sums it up…“I just surround myself with smart hardworking people.” Ed, Scott and Kaleigh will steal a page from his playbook by continuing this philosophy.

Lastly, we’d like to thank all of our customers and suppliers for making our business possible. We work hard each and every day and are honored to be your beer distributor. We look forward to a successful and productive year.

In This ISSUE

Delivering the Taste of Excellence ...............1

Cover Story .........................2

Brewer Highlight .................4

Klemm’s Mobil On The Run ..5

Truants Taverne ...................6

New Products ��7

Seasonal Selections �� 12

Programs �� 17

The Beer Guy �� 21

Letter toTHE TRADE

Heady Times is published four times a year, courtesy of Amoskeag Beverages.

Tom Bullock Ed Murphy Chairman of the Board President

www.amoskeagbeverages.com HeadyTimes v.19 1

Find Out More About Amoskeag’s EmployeesDeliveringTHE TASTE OF EXCELLENCE

Pattie DisabatoGraphics Manager

How long have you been with Amoskeag Beverages? Going on 16 years.

What do you like most about your job? It is constantly changing. I have new projects every day, which keeps things pretty interesting.

If you could be anywhere, enjoying a cold beer right now, where would you be and with what beer? In Aruba with a Corona… and a Margarita!

Brendan MasecwicRelief Driver

How long have you been with Amoskeag Beverages? Since last June.

What did you do before working at Amoskeag? I drove for a clothing donation company.

What do you like most about your job? My favorite thing about Amoskeag is the people. Everyone is very supportive and they are always looking for ways to help each other do the best job possible.

What do you like to do in your spare time? I enjoy fishing, hunting and anything outdoors.

High-end imports Corona and Modelo Especial, distributed in the U.S. by Constellation, are synonymous with Cinco de Mayo festivities. But did you know that

these brands – which post double-digit gains year after year – are growing faster than craft beer and spirits?

“No matter which channel your business competes in, job one for any retailer is increasing traffic and boosting the bottom line,” says Bob Badois, Amoskeag Brand Manager of the Constellation portfolio of beer. “From what I see, the best way to do that in these challenging times – restaurant traffic is down and craft beer sales aren’t what they used to be – is to strategically promote brands that are driving growth and profit. Corona Extra, Corona Light and Modelo Especial are the fastest growing, high-end brands in the country. The demand is there and it is accelerating. To get job one done, why wouldn’t you make the most of Cinco and these best-selling, high-end beers?”

Cinco de Mayo has grown into one of America’s most popular beer-drinking holidays – with revelers consuming more beer on this day than on the Super Bowl or St. Patrick’s Day. Cinco, which falls on a Friday this year, is a bona fide occasion that consumers want to celebrate. It kicks off Corona’s “120 Days of Summer” and gives people a reason, or even permission, to socialize with friends and family over a couple of beers. And when they do, they want authentic, sessionable Mexican beers like Corona Extra, Corona Light and Modelo Especial.

The proof is in the numbers…

Last year according to Nielsen, Americans bought more than $735 million worth of beer during Cinco. Eighty percent of all the Mexican beer sold during that time frame was from the Corona and Modelo Brand Families.

These brands are on fire and here’s why…

“Six of the top eight, fastest growing imports are Constellation brands, that means they don’t just sell during Cinco,” explains Badois. “Yes, they are Mexican beers, but that’s not the only reason why they are the fastest growing, high-end brands, and by high-end I’m talking

It Pays to Celebrate Cinco with Corona and Modeloabout anything that sells for at least $25 per case. These beers are exactly what millennial drinkers are looking for. They want authenticity, more flavor and something they can drink more than one of. And sessionability is key. I can’t tell you how many times I see LDA consumers start the party with a higher octane craft beer and then switch to a Corona or Modelo for the rest of the night. Plus, these consumers don’t want the cheapest thing out there. They want quality and they don’t mind paying for it. And, they think these beers are cool – worthy of a post on Instagram.”

More beer is sold on Cinco de Mayo

than on the Super Bowl or St. Patrick’s Day.

These days it’s hard to predict with any certainty what consumers want to purchase. Fifty to seventy percent of all buying decisions are made at retail, after the customer walks through the door. There is tremendous opportunity to influence what they purchase. Why not get them to ‘trade-up’ to Constellation’s high-end beers? The demand is already there. Why wouldn’t you feature these beers prominently? Why

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CoverSTORY

High End & Growing

Corona Extra 5.4%

Modelo Especial 18.4%

Corona Light 5.4%

Modelo Negra 9.9%

Pacifico 17.6%

Victoria 2.0%

Modelo Especial has posted double-digit growth for 31

years and Thrillist says it’s the “New King of Hipster Beer”.

The number one imported beer continues to gain market share.

New summer graphics reinforce the “vacation” imagery.

devote tap handles or shelf space to brands that don’t move quickly?

“There hasn’t been a ton of good news lately about beer or restaurant activity,” says Amoskeag Sales Director, Northern Region, Tim Quinn. “Craft beer sales have slowed dramatically and National Restaurant News [a magazine devoted to all things important to that channel] published an article in February titled ‘Restaurant Traffic Won’t Improve in 2017’. The one bright spot I see is imported beer – make that Constellation beers, imported from Mexico.”

Let Cinco de Mayo be your green light to stock up and feature Corona Extra, Corona Light and Modelo Especial. It’s an easy way to get “job one” done.

Pacifico, a discovery brand, is growing at 17.6%. It’s now available in draught.


CoverSTORY

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BrewerHIGHLIGHTPhil Markowski of Two Roads Brewing Company

TWO ROADS BREWING CO. OPENED ITS DOORS IN 2012 IN Stratford, Connecticut. Phil Markowski, Master Brewer and one of the founders of Two Roads, has created an extensive lineup of

classic beer styles with unique twists, which has proven to be a winning combination. In less than five years, Two Roads has grown to become the 38th largest brewery in America, and with 5,000 breweries across the United States… that’s pretty awesome!

Here are 15 Things You Need to Know About Two Roads Brewing Co.

1. Two Roads was founded by four friends who turned a 100-year-old, vacant, brick factory building into a state-of-the-art brewery.

2. The founders joke that collectively they have over 70 years of brewing experience.

3. Visitors of the brewery are welcome to enjoy an hour-long tour in addition to pints and samples, available for consumption on the premises. Snacks are also for sale, but guests are welcome to bring their own food.

4. Both the name and philosophy of Two Roads are inspired by Robert Frost’s poem, “The Road Not Taken” – a philosophy brought to life in the beers they create, using state-of-the-art brewing and packaging equipment.

5. Markowski began his professional brewing career at New England Brewing Co. in Norwalk, CT. He then worked at Latrobe and spent a very successful 15 years as Brewmaster at Southampton Publick House on Long Island.

6. In addition to holding the title of Master Brewer, Markowski is also a writer. His book, Farmhouse Ales, is a go-to guide for any beer enthusiast or brewer seeking information about the renowned saisons and biere de gardes of French and Belgian country sides. He has also contributed to a series of magazine articles on brewing.

7. All About Beer Magazine interviewed Markowski for a podcast called “After Two Beers”, during which he discusses his definition of a saison, how selling beer has changed over the years and what he expects to see from the industry in the future.

8. Markowski’s beers have been awarded medals at prestigious brewing events including the Great American Beer Festival, World Beer Cup, Connecticut Real Ale Fest and Great International Beer Festival.

9. Markowski says the most challenging part of his job is, “Staying current, or better yet, staying ahead of trends.”

10. His favorite thing about making beer is watching people enjoy it.

11. Two Road’s summer seasonal Road Jam Raspberry Wheat is fermented with red and black raspberries, and accented with fresh lemongrass. Over 2 pounds of raspberries go into making one case of this beer!

12. The brewery’s annual Road Jam Music Fest, a day of great beer, food trucks and live music, will take place on Saturday, June 24th this year.

13. Two Roads is participating in two local events in the spring: NH Bacon and Beer Fest in Nashua on Saturday, May 20th and Cask ’N Vine Cask Fest in Derry on Sunday, May 21st.

14. Two Roads is expanding their brewing campus with a 25,000 square-foot brewery, which will allow for barrel-aging and souring. Situated on 2.5 acres of newly-acquired land that connects to the existing brewery, this $12 million facility will feature a 50 barrel ROLEC brewhouse, foudres, a coolship and storage for 2000 wooden barrels. It will also include a tasting room, equipped to accommodate 120 visitors, that overlooks a wetlands preserve. They are hoping to open in the summer of 2018.

15. More information on Two Roads Brewing Co., including an events calendar and an online store, can be found on the brewery’s website: tworoadsbrewing.com.


Klemm’s Mobil On The Run

SINCE 1978 THE KLEMM FAMILY HAS BEEN WELL KNOWN FOR the tempting confections sold at their bakeries. Klemm’s Bakeries were so successful, the business savvy family decided to utilize

their retail knowhow in a completely different industry. They opened Mobil On The Run, a convenience store on Indian Rock Road in Windham, in ’79. Heady Times sat down with manager Chris Klemm, to find out how he and his family maintain the success of their businesses, all these years later.

HT: How do you measure your success as a retailer?

CK: As a family-owned and operated business, we take pride in being friendly, genuinely caring and interested in helping all our customers. The service we provide is second to none. We carry a vast selection of products and we always go the extra mile to satisfy our customers with prompt, efficient service. We are very knowledgeable when it comes to our products, whether it be beer, wine or grocery items and we’re happy to share our expertise with interested customers. Excellent service is a proven method for building customer loyalty – and we have some very loyal customers.

HT: How many Mobil on The Run locations do you own?

CK: We have four stores. The first, on Indian Rock Road had to be rebuilt in 2003 after a fire. Our Manchester store was the next to open and then the Salem location. Finally, we opened our fourth store down the road in Windham. They are all modern, customer-friendly convenience stores.

HT: How has the craft beer movement changed the way you do business?

CK: We try to offer our customers a vast selection of beer – one that always seems to be growing and changing. Breweries are constantly coming out with new craft beers, so we have to reevaluate our inventory to see what’s moving. Space will always be an issue for us, but we’ve managed to do a pretty good job keeping up with the growth so far. Our beer cave has been a huge success and is a fantastic way to offer cold beer, whether it’s a new IPA (which are on fire) or a product that has been around for a while. Local crafts like Great North Alework’s IPA are selling really well and Miller Lite and Coors Light will always be top movers for us.

HT: How do you stay connected with the community?

CK: Being a part of the local community is important to us as a family and as a business. We feel very fortunate to be in a position where we have the time and resources to help others. One of the reasons I think

Off-PremiseSPOTLIGHT

Chris Klemm, Manager of Klemm’s Mobil On The Run

it’s so rewarding for businesses and people to give back to the communities around them, is that the results are so visible and significant. We sponsor local youth sports programs, charity golf tournaments and my aunt makes wine and beer baskets to donate to various fundraising efforts.

Truants Taverne

TRUANTS TAVERNE IS A LOCAL GEM THAT’S TUCKED AWAY OFF Main Street in the town of North Woodstock. Celebrating almost 40 years in the White Mountains of New Hampshire is quite a fete, so

Heady Times caught up with owner Mike Hyland to find out the secret to the success of this local landmark.

HT: Tell us about your career path. How did you get your start?

MH: I’m a Pennsylvania native, but I attended college at Plymouth State in New Hampshire, and fell in love with the mountains. While in school, I met my wife Pam, a BC alum who skied in the area with her family. We lived in Massachusetts once we were married and I worked in the health care industry. I wanted to change my career path and move my family to the peace and tranquility of NH. So, we purchased White Mountain Bagel Co. in 2001 and then in 2003 we bought Truants Taverne – it’s been the best decision!

HT: How would you describe Truants?

MH: Truants is a neighborhood restaurant and gathering place. Everyone is a regular, whether it’s their first time here or their hundredth! Our decor is warm, friendly and inviting. We pride ourselves on making our customers feel right at home. The original owners decorated the interior with a school theme in mind that carried over to the menu, with such offerings as our popular Elementary Burger. We are the third owners of Truants Taverne and we have kept much of the place the same, but we have added our own touches here and there. Ty Slaughter, our new kitchen manager, is passionate about food and he’s done a great job updating our menu and keeping our traditional items top-notch.

HT: Tell us a little about Truants Taverne’s beer selection.

MH: With 24 draught lines, our beer selection is one of the best in the area. We offer something for everyone. Whether you want a more traditional beer like Coors Light or Blue Moon or an import like Guinness, Truants offers plenty of options. Customers looking for more unique, rare or unusual beers are welcome to visit our new establishment located above Truants Taverne called Merland’s Deli & Draft. Merland’s is a completely separate entity from Truants that was launched in November. It offers 24 spectacular, ever changing draught lines, Boar’s Head deli meats & cheeses, specialty sandwiches, soups and salads. Merland’s has been gaining plenty of fans in the Lincoln/Woodstock area.

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On-PremiseSPOTLIGHT

Mike and Pam Hyland, owners of Truants Taverne

HT: Is there anything you’d like our readers to know about Truants Taverne?

MH: We’re an old school pub that has it all, located in the heart of the White Mountains. Knowing that Truants has been around for almost 40 years, and our fantastic customers keep coming back year after year… well that’s something that has been incredibly gratifying.


NewPRODUCTSWachusett Brewing Company

Wachusett Brewing Co. in Westminster Massachusetts was founded in 1994 by three friends who met in college at WPI. Along the way, the founders were joined by some

of the most passionate and capable co-workers in the brewing industry. Wachusett Ales continue to be hand crafted with the finest ingredients available – bottled, canned and kegged in their Westminster facility. Wachusett Brewing Co. has never strayed from the founder’s plan to brew and sell the freshest, highest quality beers possible.

Wachusett Country Pale AleThis was Wachusett’s first brew back in the early 90s. This original pale ale with perfectly balanced

hops and malts, is super drinkable. ABV: 5.1% Packages: 12 oz. bottles, cans and draught Availability: Now, year-round

Wachusett Blueberry AleWachusett Blueberry Ale defines the style. The slight aroma of blueberry is balanced

by a subtle flavor that gets fermented into this delicious wheat ale. First brewed in 2001 and awarded Bronze in the fruit/spice beer category in 2011 & 2014… it’s the perfect, refreshing beer for any season. ABV: 4.5% Packages: 12 oz. bottles, cans and draught Availability: Now, year-round

Wachusett Green Monsta IPAAn all-American yeast teams up with Cascade, Amarillo and Centennial for a home run of hops in every sip of Green Monsta IPA! This award-winning Gold IPA is perfect for quenching your thirst all year

long. ABV: 6.1% Packages: 12 oz. bottles, cans and draught Availability: Now, year-round

Wachusett Light IPAThe world’s first light IPA, this is Wachusett’s American version of an English bitter. An easy drinking “pub” or session beer with only 121 calories, Wachusett Light IPA is packed with flavor that won’t disappoint. ABV: 4% Packages: 12 oz. bottles, cans and draught Availability: Now, year-round

Americana Packaging for Miller Lite 30 Pack Cans Miller Lite 30 pack cans are becoming a little more patriotic this summer! For a limited time, consumers can purchase Miller Lite Americana 30 pack cans. Miller brews their pilsner with a purpose – to offer a real, flavorful beer that doesn’t fill you up. Because as long as they’re flowing, the good times keep rolling. Availability: May

Blue Moon 4/6 Pack 16 oz. Aluminum PintsBlue Moon Belgian White Belgian Style Wheat Ale will soon be the first craft beer available in 16 oz. aluminum pints! ABV: 5.4% Availability: Year-round, beginning in April

Keystone Light 15 Pack CansPreviously available in 2/12 and 30 packs, Keystone Light 12 oz. cans will soon be available in 15 packs as well! Availability: Year-round, beginning in April

Redd’s Apple Ale 4/6 Pack 16 oz. Aluminum Pints Redd’s Apple Ale will soon be available in 16 oz. aluminum pints! In the crowded landscape of flavored beer, FMBs and ciders, the unique aluminum pint package will allow Redd’s to stand apart from other flavored offerings and provide a point of differentiation for consumers. Availability: Year-round, beginning in April


NewPRODUCTSStony Creek Little Cranky Session IPAAggressive, yet crafted to go down easy, this session IPA has it all. Lemon Drop and Bravo hops lend a fruity hop complexity with lemon and orange highlights. This beer is just a little cranky. ABV: 4.5 % Package: 12 oz. cans only Availability: Now, year-round

Stony Creek Stony Joe Golden Mocha Stout

Golden Mocha Stout is designed like a traditional milk stout, but without using the typical roasted dark malts. Instead, Stony Creek uses a boat load of rich, decadent, golden-colored English barley, flaked barley, flaked oat and flaked wheat to give this beer a lush body and smooth sweetness. It is then fermented on cocoa nibs and fresh, locally roasted Guatemalan coffee is added directly to the fermenter. The cocoa nibs and coffee add the rich mocha notes and bright roasty/coffee aroma you might typically find in

a stout. Stony Creek partnered with Redding Roasters Coffee Company of Bethel, CT to create this mind-bending beer. ABV: 5.5 % Packages: 12 oz. bottles and draught Availability: Now, year-round

Stony Creek La GarzaLa Garza is a Mexicali lager – crystal clear, and imminently crushable for a baja-worthy outing. Brewed with flaked maize for an exceptionally smooth body, this beer is brought to life with bright, citrusy, late-hop additions for a crisp mouth feel with subtle lime and melon undertones. La Garza is hopped with Magnum, Falconers Flight and Ekuanot hops (Falconer Flight and Ekuanot give the beer’s finish subtle notes of citrus and melon, meant to mimic a lime squeeze). ABV: 4.8% Package: 12 oz. cans only Availability: Year-round, beginning in April

Stony Creek Black Water PilsBlack Water Pils is a hoppy black pilsner (technically a Schwarzbier, traditionally Schwarzbiers were often called black pilsners) with a slightly increased hopping rate. An elegant maltiness with mild, almost bittersweet notes of chocolate and coffee are what highlight this hoppy black pilsner. Magnum hops impart a clean hop bitterness, while Black Water’s, dry finish allows the Chinook and Tettnang hop spiciness to shine through. ABV: 5.2% Package: 12 oz. bottles Availability: Now, year-round

Stony Creek BreweryStony Creek Brewery believes this is the time for Connecticut craft beer. Their small, ambitious team is doing their part to

contribute creative, high-quality beers that inspire people across the region and invest in a bright future for the state.

Stony Creek’s modern brewery is a sight to be seen, with a stunning indoor/outdoor taproom, game pit, dock access and a first-hand look at their canning and bottling lines right from the taproom.

The Stony Creek team is a mix of ambitious and dedicated local residents, working alongside some of the industry’s most talented transplants that now call Connecticut their home. Together, they aim to make the best, highest-quality beer in the region, and introduce new craft beer drinkers to flavors that are both familiar and new.

Brewmaster at Stony Creek has spent the last two decades cultivating his own distinct style, resulting in the fusion of clean, bold and aggressive West Coast flavors with East Coast balance and drinkability. Stony Creek Brewery calls it… Aggressively Laid Back Beer!

Stony Creek Cranky IPAAssertive hop character, enhanced by a

smooth malt backbone, is what defines this IPA. Cranky IPA showcases citrus and tropical fruit hops balanced by notes of black pepper and pine. This IPA is cranky enough to satisfy the bitterest of dispositions. ABV: 6.8% Packages: 12 oz. cans and draught

Availability: Now, year-round

Stony Creek Big Cranky Double IPA

A bold West Coast Double IPA, this is the crankiest of Stony Creek’s IPAs. Different hops contribute to a complex and juicy character and its dry finish allows the hops to stand out. While remarkable cranky, this beer is extraordinarily drinkable. ABV: 9.5 % Packages: 16 oz. cans and draught Availability: Now, year-round


NewPRODUCTS

The Red Bull Green EditionSame wings – different taste. The Red Bull Green Edition combines the functionality of Red Bull Energy drink with the delicious taste of Kiwi Apple. Package: 12 oz. cans only Availability: Now, year-round

The Red Bull Sugarfree Purple Edition & Lime Edition

Want wings without the sugar? Introducing new Red Bull Purple Edition with the taste of Açaí Berry and new Red Bull Lime Edition with the taste of Limeade – they’re sugar free! Package: 12 oz. cans only Availability: Now, year-round

Nauti SeltzerIntroducing Nauti Seltzer, a low calorie, low carb and refreshing new alternative in the fast growing hard seltzer category. Nauti Seltzer is a ready to drink, premium malt beverage that brings together the wonderful effervescence of seltzer with natural fruit flavor. The result is a refreshingly light, easy drinking hard seltzer that is always ready to go wherever your adventures take you. Nauti Seltzer comes in four delicious flavors: Raspberry, Lemon Lime, Grapefruit and Cranberry. Dive in and get Nauti. ABV: 5% Package: 12 oz. cans only Availability: Now, year-round

Pacifico DraughtBack in the early ’70s, SoCal surfers journeyed down to Baja, exploring the breaks along the way. They stopped in cantinas and came upon a beer called Pacifico, a rich, golden lager born in Mazatlán and popular among the locals. They returned explorers, carrying cases of cerveza. Consumers are drawn to Pacifico because it holds a mystique, just like its place of origin, the Baja coastline. Pacifico is a frame of mind. It’s the unmistakable belief that life is best measured by discoveries. That boundless spirit has allowed Pacifico to expand beyond the Baja coastline to wherever adventure is found. This hearty, crisp, clean, refreshing lager, previously available in cans and bottles only, is now available in draught! ABV: 4.3% Availability: Now, year-round

Cervezas Clásicas Variety PackExperience the authentic cervezas of Mexico in the Cervezas Clásicas Variety Pack. This exciting, new mix pack includes: Corona Extra, refreshing and smooth, the #1 selling import beer in America has a fruit-honey malt aroma and a crisp, balanced flavor; Corona Light, a thirst-quenching lager known for its great taste and easy-drinking profile at only 99 calories; Victoria, a rich amber-colored, Vienna-style lager with a slight malt sweetness & a crisp, smooth finish and Pacifico, a rich, golden lager that is hearty, crisp and clean. Availability: Now, year-round

Califresca SangriaSangria is an instant crowd pleaser and one of the most versatile cocktails out there. You can enjoy it with food or on its own, day and night! New Califresca Sangria FMBs are blended to perfection with the right balance of sweetness and refreshing

taste to ensure that everyone can enjoy these delicious drinks.

Red SangriaA delicious mix of red wine, berry, grape and citrus notes combined with a sparkling mouth feel, brings this sangria flavor to life. ABV: 4.5% Package: 11.2 oz. bottles only Availability: Year-round, beginning in April

White SangriaA crisp blend of orchard fruits, blood orange and champagne flavors, combined with a touch of bubbly, makes for a light and crisp sangria flavor. ABV: 4.5% Package: 11.2 oz. bottles only Availability: Year-round, beginning in April


NewPRODUCTS

Seagram’s Escapes Calypso ColadaUnwind with the delicious island flavors of coconut and pineapple with a refreshing Seagram’s Escapes Calypso Colada. ABV: 3.2% Packages: 11.2 oz. bottles and 23.5 oz. cans Availability: Now!

Switchback Citra-Pils Now Available Year-roundPreviously available as a seasonal, Citra-Pils is the first year-round beer that Switchback has released, other than their flagship, Switchback Ale. Citra-Pils is a special “twist” on the classic pilsner style. It is brewed in the most traditional way, using only light pils malt and Saaz hops. After a six-week lagering process, they dry hop this beer with a blend of Citra and Saaz. The bright lemony citrus notes of the Citra complement the noble Saaz character perfectly, yielding a delightfully refreshing pilsner with a decidedly nontraditional twist. Citra-Pils is carbonated naturally and left unfiltered for the fullest flavor possible. Some yeast sediment is normal. ABV: 5.1% Packages: 12 oz. bottles and draught Availability: Now, year-round

Harpoon Hoppy AdventurePreviously available only at Harpoon’s beer hall, Hoppy Adventure is a double IPA with a pronounced citrus and tropical fruit aroma. Golden pale with a slight haze, it has a subtly sweet character from the malt profile and a crisp, hoppy finish. ABV: 7.8% Packages: 16 oz. cans and draught Availability: Now, year-round

A New Look for Samuel Adams Rebels The Samuel Adams Rebel family has some new duds! Rebel IPA, Rebel Rouser IPA and Rebel Grapefruit IPA all have new label graphics. And the look isn’t all that’s changed for Rebel IPA, which now features a new recipe as well!

Rebel IPA is now being brewed with two new hop varietals, HBC 566 and HBC 682. HBC 566 is

a proprietary and exclusive hop variety to Sam Adams that has been in development since 2013, and adds a touch of lemon/lime, orange and eucalyptus flavor. HBC 682 is used solely as a bittering hop in this beer to impart a pleasant bitterness with a strong and earthy aroma. The new Rebel IPA offers an intense, juicy, tropical and citrus flavor, supported by a leaner body and a crisp, clean finish to optimize the hop character. ABV: 6.5%

Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Now, year-round

Samuel Adams Rebel Juiced IPA CansPreviously available in bottles and draught only, Rebel Juiced IPA is now available in 12 oz. cans as well! Rebel Juiced IPA offers a bold hop character paired with refreshing fruity

notes. It’s medium-bodied with a slightly golden color that brings a big tropical aroma of guava, passion fruit and mango. ABV: 6.2% Availability: Now, year-round

A New Look for Traveler Packaging and labels for Traveler’s lineup of shandies has been updated for 2017. Check out the fresh new look! Availability: Year-round, beginning in April

A New Look for UFOA new UFO is landing near you! This spring, UFO will have fresh new packaging for all of its beers, including UFO White, UFO Hefeweizen, UFO Raspberry, and the new summer seasonal, UFO Huckleberry! Between the new packaging and the new beer, your spring/summer will be out of this world. Availability: Now, year-round


NewPRODUCTSA New Look for Moat Mountain Czech Pilsner Cans

Czech it out…. Moat Mountain’s Czech Pilsner cans have a new design! Same great beer in a new sexy package! Moat’s take on the classic Bohemian pilsner is given extra time to properly lager. Pouring clear, bright gold with a frothy white head, this

beer has finesse. Fresh and light-bodied, Czech Pilsner has crisp flavors of roasted grain, light citrus and pepper followed by a clean, slightly floral, dry finish. Czech Mate! ABV: 4.9% Packages: 16 oz. cans and draught Availability: Now, year-round

Rogue Dead Guy Ale Now available in cans, Rogue Dead Guy Ale is inspired by the style of a German Maibock and brewed using their proprietary Pacman yeast. It is deep honey in color with a malty aroma, rich hearty flavor and a well-balanced finish. “It has a deep reddish amber hue. Generous toasty malt aromas and earthy hops that follow through on a moderately full-bodied palate with fruity accents and

a long spicy hop finish. A delicious hybrid style with bock-like maltiness but ale-like hopping.” –World Beer Championship Judges ABV: 6.5% Packages: 12 and 22 oz. bottles, 12 oz. cans and draught Availability: Now, year-round!

Rogue 6 Hop IPAIn a bold collaboration with Mother Nature, Rogue grows their own varieties of aroma hops at Rogue Farms in Independence, OR. The brewery also strings, stakes, trains, tests, trims, separates, sorts, kilns and cools them. Brewmaster John Maier meticulously selected and blended 6 varieties of Rogue’s own hops to create the big, beautiful bite of 6 Hop IPA.

ABV: 6.6% Packages: 12 oz. cans and 22 oz. bottles Availability: Now!

Woodstock Inn Brewery News

Woodstock Inn Brewery is committed to being a better brewery every day. They’re excited to announce they have taken great strides to make improvements to their brewery and produce the best possible quality beer.

The biggest factor in this evolution is the switch Woodstock made from Ringwood yeast to London Ale III. This has vastly improved the beer, elevating it to a more modern flavor profile. The new yeast helps showcase the true intended flavors in all of Woodstock’s beers.

Additionally, the NH brewer has built a state-of-the-art, onsite quality control lab. Woodstock now has the full capability to test and ensure that the quality of their beer is completely spot on for their customers.

Heading this huge transition is Woodstock’s new brewer Frank Heidenreich. Frank has extensive knowledge, more than 30 years in the brewing industry and is innovative in his decision making. Woodstock Inn Brewery is confident that with his leadership, they’ll be able to exceed demands and expectations in the New England craft beer industry.

Woodstock Inn Bluebird Day Pale AleThe Woodstock Inn Brewery is very excited to introduce Bluebird Day Pale Ale. This beer has a fruity aroma and notes of melon and strawberry with a subtly-hopped finish. Bluebird Day Pale Ale brings with it a new boldness and expression of Woodstock’s passion for brewing craft beer. ABV: 5.4% Package: 12 oz. bottles only Availability: Year-round, beginning in May

SeasonalSELECTIONS


When Demand Exceeds SupplyMany of our craft seasonal and specialty releases are available in limited quantities. Breweries only produce a certain amount of their specialty beers and Amoskeag does all they can to get as much product as possible. In addition, this magazine 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 Amoskeag Beverages sales representative to discuss a similar product.

Blue Moon Summer Honey WheatSummer Honey Wheat’s subtle flavors of clover honey and orange peel pair well with grilled summer fare such as marinated chicken or pork with a honey mustard sauce. ABV: 5.2% Packages: 12 oz. bottles and draught (also available in the Blue Moon Summer Brewmaster Sampler) Availability: Now!

Blue Moon Summer Brewmaster Sampler Perfect for the spring and summer seasons, the Blue Moon Summer Brewmaster Sampler features a lineup of beers for the transition from winter to warm weather. The variety includes: Blue Moon Belgian White Belgian-Style Wheat Ale, White IPA, Summer Honey Wheat and new Mango Wheat Brewmaster’s

Select, created with mango and a hint of honey for a mild sweetness, with a bright yellow-orange color and cloudy wheat haze. Mango Wheat is exclusive to this sampler pack. Availability: Now!

Smirnoff Ice Red, White & BerryJust in time for the warmer months comes a flavored malt beverage with an amazingly cooling taste of blue raspberry, cherry and citrus flavors, all combined for a blast of summer fun. ABV: 4.5% Package: 11.2 oz. bottles only Availability: April

Smirnoff Ice Seasonal Variety PackSmirnoff Ice has combined the season’s best flavors into one festive pack. The America-themed variety includes: Smirnoff Ice Original, Strawberry and limited edition Red, White & Berry, a cool mix of blue raspberry, cherry and citrus flavor. Availability: April

Shiner Strawberry Blonde Shiner, TX is known for beer. Poteet, TX is known for strawberries. This summer, the best of both worlds have come together in one tasty beer. Brewed with juicy, homegrown strawberries from the strawberry capital of Texas – and a mix of pale and wheat malts for a crisp finish –Shiner Strawberry Blonde is ripe for the drinking. ABV: 4.3% Package: 12 oz. bottles only Availability: May

Allagash James BeanAllagash brews James Bean with their blend of 2-row malted barley. It’s hopped with Nugget and Hallertau then fermented with Allagash’s house yeast. After fermentation and aging in bourbon barrels for just shy of two months,

cold-brewed coffee from Maine coffee roaster, Speckled Ax, is added. The coffee beans used are naturally processed Ethiopian beans, known for their stone fruit and dark berry flavors. ABV: 10.4% Packages: 750 ml bottles and draught Availability: Limited quantities in late April

Allagash Little BrettThis hazy, straw-colored beer features an aroma bursting with pineapple and notes of bread crust. Little Brett is fermented with Allagash’s house Bretanomyces yeast and dry-hopped with Mosaic hops, resulting in bright citrus notes and a mild, refreshing tartness. ABV: 4.8% Packages: 12 oz. bottles and draught Availability: May

SeasonalSELECTIONS


Sebago Simmer DownSimmer Down is a beautiful golden ale designed for enjoying the long, easy days of summer. Boldly aromatic hop notes of mango and tropical fruit follow through to the end with a clean, crisp finish. Summer is now in session! ABV: 4.9% Packages: 12 oz. cans and draught Availability: March

Sebago Whistle Punk Double IPABig, juicy American hops burst from this double IPA. Whistle Punk has an abundance of tropical fruit, citrus and pine aroma from the great hop blend. So, if you’re looking for something a little beyond the typical… try a Sebago Whistle Punk Double IPA, it’s a winner! ABV: 8.2%, Packages: 16 oz. cans and draught Availability: April

Samuel Adams Summer AleSam Summer is a golden, hazy, thirst-quenching wheat ale that is perfect on any summer day. It balances bright, citrus Noble hops and the peppery spice of Grains of Paradise for a lively brew. ABV: 4.1% Packages: 12 oz. bottles, 12 oz. cans and draught (also available in the Samuel Adams American Summer Variety Pack and Beers of Summer Can Variety Pack) Availability: May

Samuel Adams Porch RockerPerfect on a summer day, Porch Rocker was inspired by traditional Bavarian Radlers that mix beer with German-style lemonade. For their bright and citrusy Radler, Samuel Adams blended a Helles beer with lemon for a fresh-squeezed lemon taste, effervescent sweetness and a slightly tart, refreshing finish. A light malt character and a hint of hops balance out this refreshing brew. ABV: 3.4% Packages: 12 oz. bottles, 12 oz. cans and draught (also available in the Beers of Summer Can Variety Pack) Availability: May

Samuel Adams American Summer Variety Pack

The Sam Adams American Summer Variety Pack includes: Boston Lager, a perfectly balanced and complex lager made with the finest hand-selected ingredients; Summer Ale, a golden, hazy, thirst-quenching wheat ale; Hefeweizen, a hazy, golden-amber brew filled with

smooth wheat character; Berliner Weisse, a slightly tart and highly effervescent beer with bright flavor and a light, bubbly body; Tropic of Yuzu, a distinctive brew that gets a citrusy punch from yuzu, a Japanese fruit with juicy hints of orange & grapefruit and Golden Hour, a light, golden lager with a dose of complexity from spicy, floral German Noble hops. Availability: May

Samuel Adams Beers of Summer Can Variety Pack

This summer variety pack of cans includes: Sam Adams Summer Ale, a golden, hazy, thirst-quenching wheat ale; Porch Rocker, a Helles beer with a fresh-squeezed lemon taste and Session IPA, a clean, crisp, easy-drinking IPA. Availability: May

Angry Orchard Summer Honey Summer Honey is light and refreshing with a fruit-forward apple taste. Made with a touch of wildflower honey, this seasonal cider is bright and not overly sweet. ABV: 5% Package: 12 oz. bottles only Availability: May

Angry Orchard Summer Sampler Great for any drinking occasion, the AO Summer Sampler includes six different Angry Orchard styles: Crisp Apple, Easy Apple, Green Apple, Stone Dry, Summer Honey and Elderflower. Availability: May

Traveler 12-Can Refreshment Variety PackThe Traveler Refreshment Variety Pack includes: Traveler Grapefruit Shandy, Aloha Traveler Pineapple Shandy and Curious Traveler Lemon Shandy. Availability: April

SeasonalSELECTIONS


Stony Creek Sun JuiceSun Juice is a refreshing Belgian summer ale brewed with wheat. Saison yeast produces a silky body, while orange peel, grapefruit peel, coriander and chamomile impart a spicy and fruity complexity. It’s summertime, grab some Sun Juice! ABV: 5.5% Packages: 12 oz.

bottles, cans and draught Availability: Now!

Harpoon Camp Wannamango This pale ale 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: Now!

Harpoon Summer VacationYou 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, Camp Wannamango, Sweet Spot and Citra Sea. Take a vacation, anytime you want – with Harpoon! Availability: Now!

UFO HuckleberryNatural huckleberry flavor is added to this hefeweizen to make it the perfect blend of sweet and refreshing for any and all summer fun. And what the heck does a huckleberry taste like? A blueberry. But better. ABV: 4.8% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: April

UFO Splash Down Splash into warmer weather with UFO’s summer variety pack, which includes: UFO White Ale, Raspberry, Hefeweizen and new Huckleberry. Availability: April

Dogfish Head Saison du BuffThe idea for this beer germinated way back in 2003 when three guys (Sam from Dogfish, Greg from Stone and Bill from Victory) formed the BUFF alliance (Brewers United for Freedom of Flavor) – a noble endeavor with the goal to highlight the passion and camaraderie of the American craft brew movement. BUFF didn’t really do anything (beyond a lot of talk) until 2010 when the three brewers finally got together to jointly brew a beer at the Stone Brewery. Saison du Buff was first brewed at Stone and replicated at each of the other two breweries – same recipe, same ingredients, three different breweries. A saison of sorts, the herbaceously outrageous Saison du Buff is brewed with parsley, sage, rosemary and thyme. ABV: 6.8% Packages: 12 oz. bottles and draught Availability: Now!

Dogfish Head Festina PecheTart and refreshing, this neo-Berliner weisse is the perfect summer companion. Lactic acid is added to the wort to deliver the green apple-like tartness that Berliner weisse’s are known for. Then fresh peaches are added to the whirlpool to balance the sourness, making for a refreshing summer-session-sour. ABV: 4.5% Packages: 12 oz. bottles and draught Availability: May

Dogfish Head Romantic ChemistryThis serious IPA is brewed with an intermingling of mangos, apricots & ginger and then dry-hopped with three varieties of hops. Romantic Chemistry opens with tropical fruit and hop-forward aromas followed by flavors of sweet pit fruit, mango and ginger. ABV: 7.2% Packages: 12 oz. bottles and draught Availability: May

SeasonalSELECTIONS


Two Roads Road Jam Raspberry Wheat AleRoad Jam is fermented with over 2 pounds of real red and black raspberries per case and is accented with fresh lemongrass. It has a stunning red color and mouth-watering berry aroma. Fruity and refreshing, this Two Roads seasonal is a must have in every beer lovers fridge! ABV: 5% Packages: 12 oz. bottles, cans and draught Availability: Late March

Two Roads Beer Bus Variety Pack

The Beer Bus Variety Pack has some new passengers for the new season. Road Jam, No Limits Hefeweizen, Honeyspot Wheat IPA and Ol’Factory Pilsner are the featured cans in this seasonal variety pack. Package: 12 oz. cans only Availability: Late March

Moat Mountain Call It A Day! Double IPA Fashionably late to the party, Moat Mountain definitely took their time perfecting this recipe for those who enjoy the pleasures of a delicious double IPA… East Coast style. It has tropical aromas and flavors of bright citrus and juicy hops. Pineapple, tangerine, melon and stone fruit accentuate this tasty brew with a pleasant soft bitterness and clean finish. Get ready to call it a day! ABV: 8% Packages: 16 oz. cans and draught Availability: April

Moat Mountain Kearsarge KölschKölsch is the local specialty beer of Cologne (Köln), Germany. As defined by the brewers of Cologne, Kölsch is “a light, highly attenuated, hop-accented, clear top-fermenting” beer. The German ale yeast used is unusual for a beer that is fermented like a lager. The cold temperatures give the style a dry quality, while the ale yeast contributes some broad fruity and bread-like aromas and flavors not normally found in lagers. Kearsarge Kölsch is a seasonal brew, very clean, crisp and delicately balanced with a modest amount of Noble European hops. Prost! ABV: 4.9% Packages: 16 oz. cans and draught Availability: Limited quantities in May

Magic Hat IPA Playlist Variety PakIPA Playlist is a list of highly hopped favorites spanning several genres of IPAs. The 12-pak variety includes three bottles each of: Electric Peel Grapefruit IPA, Low Key Session IPA, Blind Faith IPA and Ticket to Rye IPA. Playlist is also available in 15 pack cans. Availability: May

Smuttynose Blackberry Short WeisseSmuttynose Blackberry Short Weisse is a twice-fermented, sour, fruit beer that’s aged on blackberries. The result is a tart, balanced and easy-to-drink beer that’s perfect for all spring time activities. ABV: 5.2% Package: 12 oz. cans only Availability: Now!

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 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 Availability: Now!

Narragansett Clam Shack Summer Variety PackNarragansett’s summer variety contains Narragansett Lager, a crisp and refreshing classic American lager; Summertime Citra, a superbly balanced golden ale

made with 2-row pale malt and Citra hops; Del’s Shandy, a refreshing

combination of Narragansett Lager & Del’s lemonade and Town Beach Pass IPA, a crisp session IPA with a hint of passion fruit from the Citra hops. You can’t have the perfect summer bash without the Clam Shack Variety Pack!

Availability: Late March

SeasonalSELECTIONS


Switchback Slow-Fermented Brown Ale

Slow-Fermented Brown Ale is a beautiful chestnut brown-colored

beer with a rich roast and caramel malt flavor, delicately balanced by hop undertones and a subtle sweetness in the finish. Fermenting at cool temperatures

with an ale yeast causes a stress-reaction, leading to a clean flavor, coupled

with a rich and full mouth feel. As a test, Switchback fermented their SFBA recipe normally and at a lower temperature just above the yeast’s tolerance. The results were remarkable. A testament to the importance of yeast to a beer’s flavor, the slow-fermented version has a gentle creaminess that balances perfectly with the soft caramel overtones of the brown ale recipe, ending in a crazy smooth finish. It is a difficult and touchy beer to make, but you’ll be hooked on the results! Like all Switchback beers, Slow-Fermented Brown Ale is carbonated naturally and left unfiltered for the fullest flavor possible. Yeast sediment is normal and Switchback encourages you to mix the yeast back into the beer to experience it as originally bottled. ABV: 5.2% Package: 12 oz. bottles only Availability: April

Sierra Nevada SummerfestSierra Nevada’s crisp summer lager is back again in 2017. This pilsner-style beer is brewed in the original Czech tradition. Crisp, golden, dry and incredibly drinkable, Summerfest has a delicate and complex malt flavor and a spicy and floral hop character from the use of traditional European hops. It’s the perfect warm weather beer. ABV: 5% Packages: 12 oz. bottles and draught Availability: April

Sierra Nevada Party PackGood friends and great beer go hand in hand, so rally-up your crew, grab this pack and let the party begin. Sierra explored the spectrum of refreshing beer flavor – from light and dry, to tart, to hop-heavy and crisp – so chances are, you’ll be covered. Just remember, with the promise of great beer, you might find you have a few more friends. This all-new variety pack features: Sierra Nevada Pale Ale, Otra Vez, Hoppy Lager and River

Ryed, an all-new rye pale ale. Availability: May

Sierra Nevada HoptimumThis May will see the release of the new, reimagined Hoptimum Triple IPA 2017 edition. This is an all-new take on the hoppiest beer Sierra Nevada ever brewed, with a new look and a new recipe, updated

for the modern age. Brewers selected the finest, most flavorful hops, pushed them beyond their limits and forged them into this triple IPA. Reinvented Hoptimum provides a blend of tropical and citrus hop aroma that delivers a refined yet aggressive character. ABV: 9.6% Packages: 12 oz. bottles and draught Availability: May

Woodstock Inn Falling Waters Double IPA

Falling Waters Double IPA is a smooth, light-bodied double IPA with tropical notes throughout and a hoppy finish. ABV: 8% Package: 16 oz. cans only Availability: April

Woodstock Inn Lemon Blueberry Pale Ale

Woodstock Inn is bringing back their popular Lemon Blueberry Pale Ale this season. This easy-to-drink pale ale, with subtle notes of lemon and blueberry, is sure to be a summer favorite again! ABV: 4.4% Packages: 12 oz. bottles and cans Availability: May

Stone Brewing/Maine Beer Co. DaySlayer India Pale LagerTo create the second beer in Stone’s hardcore series of 2017 collaborations, brewers of Maine Beer Co. and Stone Brewing, teamed up to unleash a mouth-shattering crescendo of palate-destroying hops, fermented with the finest of pilsner strains. Bold, clean and crisp, this India Pale Lager has an intense bready character before turning sharply bitter with hints of pink peppercorns on the mid-palate, finishing clean and dry. ABV: 7.5% Packages: 22 oz. bottles and draught Availability: April

Programs


Celebrate Cinco with Casa Modelo In 2017, Modelo Masterbrand will offer refreshed on and off-premise POS featuring Mexican-inspired mosaic tiling that reinforces Modelo as the authentic beer choice in an otherwise inauthentic holiday. This 360 degree campaign includes social media support, as well as English and Spanish language TV and digital video campaigns, estimated to reach over 75 million impressions combined!

Everyone’s favorite fiesta is right around the corner. Time to meet your amigos for some chips and guac, big laughs and of course, a few rounds of Corona. The #1 cerveza of Cinco de Mayo is once again dialing up the excitement and encouraging friends to get out and celebrate the fiesta together. Consumers will be invited to #Limedrop leading up to and during the Cinco festivities. This will be communicated via a robust 360 degree campaign. Look for social media support on Facebook, Twitter and Snapchat as well as vibrant, thematic POS that will tie back to Corona’s Mexican roots with traditional Mexican textile work and brightly colored stucco cues.

Programs


Blue Moon Toast the MoonRegardless of life’s ups and downs, you can trust that every night the moon will rise and every Blue Moon Belgian White will have the same refreshing taste as the day before. So, here’s a toast to a full glass and a full moon. On-premise, secure features for each phase of the moon. Build suspense leading up to the full moon which will commemorate with a celebration or “toast.” Utilize the Full Moon LED available to countdown to the month’s full moon and celebrate each phase of the moon (ex. half off pitchers for the half moon).

In the off-premise, POS will showcase a promo code and website that allows consumers to redeem two, free, limited-edition 16 oz. Blue Moon glasses, designed by a Blue Moon artist.

Redd’s Light & BlueSummer is America’s favorite season and full of patriotic holidays where beer is a big part of the celebration. To help consumers who are planning a summer get-together and want to have something for everyone, Redd’s Light & Blue will ease their tension by creating a one-stop-shop for their beer needs during this “party stop” trip mission, which provides all the beer options they need for their summer celebration. Off-premise, eye-catching labels and special displays (available May 1st) help shoppers quickly zero in on potential options. Open Up Summer

with Smirnoff IceThis spring/summer, Smirnoff Ice will “Open Up Summer” by bringing more fun and flavor to more occasions. Beginning March 1st, Smirnoff Ice will literally open up consumers’ weekends by giving away 20 weekend getaways. POS will direct consumers to a microsite where they will submit a photo showing how they “open up the weekend” with Smirnoff Ice. Prizes will include vouchers to cover a weekend getaway – $1,500 in total!

Smirnoff Ice Supports Our Troops with iPads for SoldiersSmirnoff Ice is proud to support and honor the soldiers and families who are giving the most to America. To show their appreciation, Smirnoff Ice is donating $50,000 to iPads for Soldiers, an organization dedicated to connecting those fighting overseas to their families back home, through technology.

Programs


Raise the BARbeque with Guinness Blonde American LagerGuinness offers consumers the opportunity to trade up to “better beers” and this spring/summer Guinness will help consumers elevate their summer grilling occasions. Lager is the best-selling beer style in the U.S., especially during the warmer months. POS will feature Guinness Blonde American Lager to capitalize on the strength of lagers during the summer season and promote a sweepstakes for consumers to win the ultimate grill station and other premium grilling accessories.

Guinness Half & Half’sBeer cocktails continue to grow and pairing Guinness with other beers and beverages has long been a favorite among bartenders and beer enthusiasts. Guinness Half & Half’s is an ongoing program that provides tools and support to help drive more sales and profits by giving your customers delicious and great-looking combinations. Guinness reps will work with you and your bartenders to develop a menu of Half & Half’s based on partnering Guinness with Smithwicks, Harp and other beers. Utilize Guinness Half & Half tools to feature your custom Half & Half’s as specials and/or during happy hours. Encourage your guests to make suggestions and “co-create” Half & Half’s with your bartenders.

Open Up and Unwind with Smirnoff Spiked Sparkling Seltzer This spring/summer, Smirnoff Spiked Sparkling Seltzer will encourage consumers to “Open Up and Unwind” with crisp, bubbly flavor. At only 90 calories and one gram of carbs per serving, Smirnoff Spiked Sparkling Seltzer shows people that they can have balance in their lifestyle. They don’t need to give up happy hour, they just need to #drinksmarter.

Programs


Coney Island Invites You to Nathan’s International Hot Dog Eating ContestConey Island Brewery is partnering with the Nathan’s Famous International Hot Dog Eating Contest for a major summer promotion! Fans can enter an online sweepstakes for a chance to win a trip to Coney Island to be an official judge at the Nathan’s 2018 Hot Dog Eating Contest on 7/4/18. One winner and a guest will win a trip to New York City, courtesy of Coney Island Brewery, including airfare, hotel and spending money.

Traveler: The Unofficial Beer of OutsideTraveler Beer Co. is celebrating summertime and the great

outdoors with the Unofficial Beer of Outside program! Beginning May 1st, Traveler will be running an

online sweepstakes as part of this exciting program. Consumers will enter at travelerbeer.com/unofficialoutside for the chance to win $500.00 and the ultimate backyard party pack that includes: a cornhole set, a Traveler-branded cooler,

frisbees and koozies.

Calling All Friends of Harpoon!The new and improved Friend of Harpoon loyalty program has officially launched! Now you can earn points for doing all those Harpoon things you’ve already been doing – like visiting the brewery, attending festivals, watching Harpoon’s videos, sharing their content etc., then enter to win prizes with points earned!

Here’s how it works:

• Login to Friend of Harpoon at friendofharpoon.com.

• Click “Harpoon Rewards” in the drop down menu.

• Create a Rewards profile.

• Check out the “Earnings” page and start earning points.

• Redeem points for entries to win prizes!


The BeerGUY

As winter gives way to spring and summer, beer drinkers put down their pints of high-alcohol beer and pick up refreshing, easy-drinking

“session” beer. But what exactly is a session beer?

A great starting point is an aptly-named blog called “The Session Beer Project.” Its author, Lew Bryson, is an authority on the subject. He says a session beer must be suitable for drinking over an extended period of time and should be:

• 4.5% alcohol by volume or less

• Flavorful enough to be interesting

• Balanced enough to enjoy multiple pints

• Conducive to conversation

Many breweries now offer session beers that are available year-round, so let’s take a look at some stand-outs. All of these examples are low ABV, but some exceed Bryson’s recommendation slightly.

First up is Hoppy Table Beer from Allagash Brewing Company in Portland, Maine. It’s a beer inspired by Belgian tradition, but it’s clearly a hybrid American style. Hoppy Table Beer features a hop-forward aroma,

is aggressive, yet crafted to go down easy. Lemon Drop and Bravo hops lend a fruity hop complexity with lemon and orange highlights. This session IPA has it all.

Wachusett Light IPA from Wachusett Brewing Co. of Westminster, MA is also an easy-drinking session beer with 112 calories per serving.

When asked what the appeal of a session beer is, Derek Connelly, Craft Beer Manager at Amoskeag had a ready reply. “If you like to drink beer… sometimes a lot of beer, you can’t always do that with an IPA, Belgian tripel or barrel-aged stout, so session brews are perfect.”

There’s also a hint of orange peel from additions in both the brew kettle and the fermenter that tweak the classic hop profile and add a zesty pop of bright orange flavor. Sierra’s Nooner Pilsner is a crisp, hoppy take on a classic German-style pilsner, one of the original session beers. Nooner is easy drinking, yet packed with the big flavor of spicy and floral whole-cone hops.

Bottom line, a session beer simply needs to be lower in alcohol, but NOT low in taste. The flavors can run the gamut from spicy to fruity to extremely hoppy. Have fun choosing your selection for 2017, as there is no shortage of options.

notes of grapefruit and the flavors of pine, citrus and stone fruit to round out its finish. It is brewed with four different hops (Chinook, Cascade, Comet and Azacca), then dry-hopped again, which gives the beer its piney citrus notes.

“A huge part of Belgian tradition is using different ingredients and brewing methods to create new flavors,” said Allagash Brewing Company founder Rob Tod. “That’s exactly what Hoppy Table Beer is.”

Another great choice is Little Cranky Session IPA from Stony Creek Brewery in Branford, CT. Little Cranky

If you want to offer a beer from a local brewery, East Intervale IPA from Moat Mountain Brewing Co. in North Conway, NH is a wonderful, sessionable brew. East Intervale IPA is deep gold in color with orange hues, capped with a frothy, off-white head. The bitterness of this IPA has been kept in check, balancing out the simple malt profile.

Sierra Nevada Brewing Company in Chico, California offers a variety of sessionable beers. Sidecar Orange Pale Ale is a pale ale with a twist. It’s brewed with Cascade, Equinox and Mandarina hops, which all have a bright, citrus-heavy character.

Pull up a Chair and Stay Awhile… It’s Session Beer Season!By Steve Hawk

“A session beer simply needs to be lower in alcohol, but NOT low in taste.”

510 Hall StreetBow, NH 03304-3105

Labatt Great State of Mine 18 Pack Cans Featuring New England Graphics

Labatt has partnered with the Northern Forest Canoe Trail to develop regional support, conservation and protection of the New England and Adirondack

waterways. Consumers who purchase limited edition Labatt Great State of Mine 18 pack cans, featuring New England graphics, during the promotional window beginning May 15th and extending throughout the summer, will help

to protect the New England and Adirondack waterways. Labatt will make a $.40 donation to the Northern Forest Canoe Trail for each unit purchased. Additionally,

Labatt employees and wholesalers will be volunteering their time to help protect the waterways.

Spring 2017| V.19 AMOSKEAG BEVERAGES€¦ · classic beer styles with unique twists, which has...

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