D R I V E S - Origlio Beverage

Transcription

Winter 2015 | V.82
ORIGLIO BEVERAGE
A BALANCED ASSORTMENT OF
DRAUGHT
BEER
D R I V E S
PROFITS
Retail Edge Seasonals The Beer Guy New Products Programs
B A R R E L- A G E D B E E R | W I N T E R S E L E C T I O N S
| LEVERAGING YOUR BRAND
Letter toTHE TRADE
Dear Valued Customer,
H
APPY NEW YEAR! I HOPE YOU HAD A
wonderful holiday. As we start off 2015,
I wanted to share with you some exciting
changes we are making at Origlio.
For any business to grow, reinvestment is crucial.
Reinvesting isn’t just about money. Sound investments
are as much about time, effort and a well thoughtout plan as they are about actual costs. Today, I am
pleased to share a few ways in which Origlio Beverage
is reinvesting to accommodate future growth.
You may recall that in April of 2013, Origlio entered into an agreement with the
McGlinn family to purchase All Star Distributing, a wholesale beer business located
in Reading, Pennsylvania. The major brands we shared in our respective portfolios
(MillerCoors, Yuengling and Boston Beer to name a few) presented Origlio with a
sensible opportunity to expand its footprint north and west of the Philadelphia fivecounty metro market into the counties of Berks, Lancaster, Lehigh and Northampton.
Delivering approximately 20 million cases of beer to nine counties, while
striving to exceed retailer and supplier expectations for customer service and
brand support, meant that we needed to take a look at how we do business
with a critical eye. The company’s new geography presented some obvious
challenges, but with 150 new employees to absorb, all of whom are situated at
another location, the time was right for our new, combined management team
to evaluate and synchronize internal management systems. As a result of that
evaluation, two state-of-the-art software systems, EoStar and Bamboo, were
purchased and are currently in use. EoStar is a route-accounting application
that coordinates product forecasting, inventory, invoicing and sales analytics
functions. Bamboo is a Human Resources program which assists us in looking
after the needs of our employees. Both have been instrumental in allowing us
to improve efficiency across both organizations, and have set the path for our
operating together as one unified business.
More visible changes are also under way. Construction at the Reading facility
added 60,000 square feet to a warehouse & office complex that was originally
105,000 square feet. All but four thousand square feet (which is additional
office space) is devoted to new storage/racking, loading and point of sale areas.
At the Philadelphia, Meeting House Road facility, construction documents are
nearly complete to convert 7000 square feet of raw space into a new sales
conference center and office space to accommodate additional retail ordering
personnel. The total cost for these projects will be close to $9 million. Investing
in our people, process and facilities is a critical part of our culture across both
the Origlio and All Star organizations.
For those of you who have read Heady Times over the years, you know that I
encourage business owners to make strategic investments in their businesses.
And I thought it was important for you to know that I do take some of my own
advice. I hope you can share in our enthusiasm for all of these new developments
which were made to make Origlio Beverage an even better partner to you.
In This
ISSUE
Cover Story�� 1
Brewer Highlight�� 2
Park Towne Beverage�� 3
Black Horse Taverns �� 4
New Products�� 5
Seasonal Selections�� 9
Available Year-Round
Perfect for the Season�� 17
Programs�� 18
Retail Edge�� 24
The Beer Guy�� 25
®
As always, thank you for your business and… Cheers to a successful 2015!
Sincerely,
Dominic Origlio
President
Heady Times is published five times a year, courtesy
of Origlio Beverage.
CoverSTORY
Offering Your Customers a Balanced Assortment of
Draught Beer Drives Profits
T
HE MAJORITY OF RESTAURANTS AND TAVERNS
still have a diverse customer base when it
comes to preference in beer. Chances are, you
have many guests who are only seeking their favorite
national brand, and others who are avid “beer
adventurers” looking for unique craft and specialty
options. Setting your draught lineup to satisfy only
one type of consumer can be a costly mistake since
54% of craft sales come from drinkers who consume
products from beer’s three major segments –
domestic, craft and import.
And now, there is one more category to consider.
New to the definition of what makes a balanced tap
list is, cider. The category is coming on strong. In
fact more than a few industry analysts note that it
is growing faster than the entire U.S. wine market.
Cider is a segment that is not to be forgotten.
Offering the right assortment of brands and styles
is even more crucial when you realize that choices are made based
on consumers’ needs at the time of purchase. One bar owner recently
quipped that he thinks of brands like players on a team. They all have
different talents and appeal, but together they make for a winning
combination. When you think of it that way, consumers have a team or
“personal portfolio” of go-to brands, even if they are the adventurous
kind who always look for something new.
When it is time to re-evaluate your tap assortment, remember that
brands do matter. They are symbols of quality, innovation and value.
Studies show that almost 70% of the time, consumers choose lead
brands within major categories. And that is also true if you consider lead
brands by style – IPAs in particular.
Of course no one knows your customers better than you. But, by offering
them a well thought out assortment of beer and cider that factors in
brand, style, price and ABV, the majority of your guests can make a
selection that delights them while leaving a solid portion of your draught
system available for rotational discovery products.
Fact:
“The key to improving
revenue trends and
increasing the volume
of beer sold at retail
is the optimization
of brand mix, styles,
pricing and ABV levels
available across beer’s
entire spectrum.”
– Peter Reidhead
Guest Metrics VP of Strategy Insights
www.origlio.com HeadyTimes v.82
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BrewerHIGHLIGHT
Shaun O’Sullivan
21st Amendment Brewery
T
HE 21st AMENDMENT BREWERY IN SAN FRANCISCO,
California is named for the amendment to the U.S. Constitution
that repealed Prohibition. Not only did Prohibition ban the sale
of alcohol, it effectively closed nearly all of the gathering places where
people went to socialize. The essence of San Francisco, with its quaint
and quirky neighborhoods, was all but wiped out. But, with the passage
of the 21st Amendment, that neighborhood spirit slowly came back.
This California-based brewpub celebrates that “old brewery” feel by
providing a comfortable, welcoming atmosphere that invites conversation,
interaction and a sense of community while offering unique, hand crafted
beers that offer a taste of the neighborhood.
Owners, Nico Freccia and Shaun O’Sullivan met and became friends
in the mid-nineties while taking a summer class on brewing science.
This is where they hatched the plan for what would become the 21st
Amendment Brewery. In 2000, the duo opened the doors to the brewpub
in San Francisco’s historic South Park neighborhood with Freccia
managing the restaurant and O’Sullivan leading the brewing process.
In addition to being the brewery’s co-founder, O’Sullivan is also the
brewmaster who has been called, “The heart and soul of the brewery.”
O’Sullivan recalls the early years… “When Nico and I were first looking
for a space in San Francisco, we focused on neighborhoods that could
support a restaurant and a small production brewery. The building we
found ended up being two blocks from where the San Francisco Giants
would eventually play baseball. In 1998, when we were looking in the
SOMA (South of Market neighborhood), the vote for the new SF Giants
baseball park was taking place and passed. The park opened in March of
2000 and we opened in August. It was a troubling time when we opened
with the economy falling out, but that ballpark kept us alive with 81
home games a year. It was a shaky start, but we survived.”
Six years later, O’Sullivan was looking for ways to expand the business
and decided to offer their beer in a new package. He explains, “In 2006
I visited the Oskar Blues brewery where they were canning their beer. I
was instantly struck at how great and unique it was and I knew this was
the future of craft beer. I flew back to the Bay Area and immediately told
Nico of my idea to can. His response was that he thought it was the
dumbest idea in the world, until we looked into all the great reasons to
can beer that we’ve all read about. Cans are a real lifestyle package.”
With offerings such as the watermelon flavored wheat beer, Hell or
High Watermelon Wheat, the golden IPA, Brew Free! or Die IPA, and
the American session ale, Bitter American, to name a few, the 21st
Amendment lineup is diverse and distinct. O’Sullivan says, “We like to
make unique beers, have fun, and as we say, ‘celebrate the right to be
original’. Experimenting and playing with unique ingredients in brewing
can reveal interesting flavors when done correctly and with balance.
For example, we use dried mission figs and vanilla beans in our Monk’s
Blood and oysters in Marooned on Hog Island. I am not afraid of mixing
it up. The great thing about beer is there are so many flavors to play
with – it’s a big play land of flavor opportunity.” This is why O’Sullivan
loves to pair beer with food. “I think hoppier beers like Brew Free! or Die
taste great with spicy Thai foods and Hell or High Watermelon pairs really
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HeadyTimes v.82 www.origlio.com
21st Amendment Brewery owners, Nico Freccia (left) and
Shaun O’Sullivan
well with light, bright salads with shrimp.
It’s also a great complement and palate
cleanser with cheese dishes.”
As for the future of craft beer, O’Sullivan
thinks extreme beers and IPAs are here
to stay. But, he believes that we will see
the rise of lagers, especially pilsners, from
craft breweries. “I know there are breweries
out there that have been making lagers
for a long time, but I see the ale-centric
breweries now embracing those beers as
well. Beer drinkers like lighter beers that
are easy-drinking, but with more flavor.”
21A has come a long way from their first
year of distribution in 2008, when they
brewed 1,000 barrels of beer, to this year
when they will hit about 71,000 barrels.
It’s an exciting time for the whole team as
their new brewery is currently being built in
San Leondro, CA! “Our partner, Cold Spring
Brewery in Minnesota, has been with us
every step of the way,” says O’Sullivan, “but
we’ve hit capacity there and we need a new
brewery to keep up with current volume
and opening new markets. It’s also been a
dream for Nico and I to bring the beer back
home to the Bay Area.”
The new brewery will allow O’Sullivan the
opportunity to create new and interesting
beers. “We are super excited about starting
our sour and barrel program,” he says. “We
will also add different package sizes, variety
packs and more seasonals. We should
start brewing in April 2015 and will open a
tasting room shortly thereafter. Eventually,
when complete, we will have a full service
restaurant, 20 taps, satellite bars on the
property and an outdoor beer garden, as well
as an indoor event space and amphitheater.
We will definitely be a destination place for
the craft beer enthusiast.”
Off-PremiseSPOTLIGHT
Park Towne Beverage
T
HE HARRIS FAMILY HAS A LONG HISTORY
in the beer business. They opened Park Towne
Beverage, on North Lewis Road in Royersford, PA,
in 1974. Ten years later, they moved to a 9,000, square
foot building in Park Towne to accommodate their growth.
Owner, Katie Harris took over in 2010 and currently works
with her father who assists with day-to-day operations.
Sadly, Katie’s late son, Chris was also involved in the
family business and had plans of one day taking over.
Katie says, “He is with us in spirit.”
“The industry has changed a lot since 1974,” Katie says.
“With the rise of craft beer, many of our customers are
looking for something new. We try to stock what our
customers want, but if they are looking for something
specific that we don’t have on the floor, we are more than
happy to special order it for them.”
Owner of Park Towne Beverage, Katie Harris (left) with store manager, Krissy Thomas
Park Towne Beverage is very organized with designated
sections for domestics, crafts and malternatives,
making for a very enjoyable shopping experience. A wellorganized selection and the ability to take special orders
are just a couple of the many ways that Park Towne Beverage
differentiates themselves. “There are three other distributors
within a two mile radius,” says Katie. “But, being located in a
shopping plaza helps, and we carry more than just beverages.
We also sell snacks and seasonal items. We try to make this a
one-stop-shopping destination.”
Also setting Park Towne apart from its competition is that bad
weather never slows them down. Many of the staff members
live close by, which makes it easy to keep the store open during
snow storms or other situations that would normally force area
businesses to close for the day.
With so many beverages on the market and competition in the
area, Park Towne often holds samplings to allow their customers
a chance to try products before making a commitment to an
entire case. They use a kegerator to sample draught beer, as
they have a small inventory of kegs for purchase. They also raffle
off gift baskets to give customers an incentive to come back.
A friendly staff is another key to Park Towne’s success. One of their
stellar employees is manager, Krissy Thomas. “Krissy is my right hand
woman,” says Katie. “She manages the store when I’m not here and
handles many other aspects of the business.” Krissy has six children
ranging in age from seven to seventeen, so her personal life has
provided her with many skills that have been useful in managing the dayto-day operations at Park Towne.
The Roman philosopher Gaius Plinius Secundus, better known as Pliny
the Elder once said, “Home is where the heart is,” which nicely sums up
the atmosphere one feels when shopping at Park Towne Beverage. Being
a family business is important to them, and it shows.
3
On-PremiseSPOTLIGHT
Black Horse Taverns
T
HE BLACK HORSE TAVERN IN PLYMOUTH MEETING HAS BEEN
a prominent fixture of the town since 1988. Michael Naholnik,
Paul Cook and Marylee Cook make up the team which oversees
the location. However, the trio has opened three additional locations in
East Norriton, Fairview and Phoenixville over the last twenty-six years.
The taverns, named for an area outside Plymouth Meeting that is rich
in history, are each important staples of the communities in which they
reside and each supports local and national organizations throughout
the year including Toys for Tots and local fire departments. With almost
three decades of experience between them, the partnership group has
made quite a name for themselves, owning four thriving businesses. They
attribute their success to great customer service, inventory control and
planning.
The Black Horse Taverns cater to “the working man,” as they offer fair
prices for quality food, drink and service, and there is always a good mix
of domestic and craft beer available in bottles and on draught at each
location. Jason Blischok, Operations Manager says, “The Black Horse
Taverns are fun, casual joints that appeal to a wide range of customers.”
Janelle Hevener, Marketing Director for the Black Horse Taverns chimes
in, “We have regulars who come in for a shot and a beer, but we
also have a bunch of guests who are interested in craft and seasonal
releases. Pumpkin beers and Sierra Nevada Flipside have been very
popular this year.” The customer base of the newest Black Horse Tavern,
opened in 2012 in Phoenixville, is a bit younger than the others and in
turn has higher craft beer sales.
Efficient operation and inventory control measures allow the taverns to
remain competitive in the market. Instead of keeping heavy supplies of
inventory, Marylee orders more frequently and keeps everything in line
with detailed forecasting. This is important due to the large amount
of food and beer served at the four locations. And, each location has
homemade dishes on the menu that are prepared daily, so freshness
is vital. Daily specials are also offered and the kitchens are open until
1:30 AM. So, the chefs are trained in consistent preparation and
presentation. “We offer great food and great service,” says Janelle.
“Black Horse is not your average tavern.”
Customer service is a top priority for the Black Horse Taverns. The
bartenders are always personable and have strong communication skills.
Paul says, “The bartender controls the whole bar. They are responsible
for overseeing the party every night, so they are a very important part of
the team.”
The staff at the Black Horse Taverns are given a lot of responsibility and
many employees have been with the organization for years. They become
involved in every aspect of running the business including day-to-day
operations, remodeling ideas, menu items, seasonal drink recipes and
promotions. One of the employees at the Fairview location even designed
a new, expanded bar with the best functional layout for bartenders, to
better serve patrons.
Each location also hosts a variety of promotions throughout the
year including, “keep the pint nights,” samplings and seasonal drink
specials. In addition, the Phoenixville and Plymouth Meeting locations
host karaoke on Friday nights. Throughout the year, the Black Horse
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Co-owner, Paul Cook with Marketing Director, Janelle Hevener
Taverns participate in football and hockey
promotions as well, and the games are
always on at the bar.
All three owners share operations and
management responsibilities for the four
locations. They have brought on younger
staff members, Janelle and Jason, to learn
the business and help with marketing
and management. Marketing, website
maintenance and social media are
managed by Janelle and reflect the casual
attitude of the bars, while Jason is in
charge of the day-to-day management.
What makes each bar unique are their
personalized accents. Marylee handcrafts
and paints all of the signs, murals and
decorations at each bar. At the Fairview
location, she created stained glass windows
for the second floor of the building and a
large mural featuring staff and regulars of
the bar.
The future of the Black Horse Taverns is
bright and Paul says, “We will continue
to stay fresh by literally painting the walls
and changing furniture at each location.
For the long run, we are willing to adapt
and change to keep up with customer
demands.” Mike, Paul and Marylee are
focused on continued success and training
the next generation to take over. Paul,
referring to Janelle and Jason says, “They
are the future of our business.”
NewPRODUCTS
Origlio Beverage Welcomes
Cape May Brewing Co.!
Cape May Brewing Co. in Cape
May, New Jersey is located in an
industrial building within the Cape
May County Airport. The brewery
began with one simple question:
Where’s all the beer down here??
With that in mind, Chris Henke,
Ryan Krill and Ryan’s father, Bob
opened Cape May Brewing Co. in
2011 to provide South Jersey with
fresh, delicious, local beer and help put
New Jersey on the map as a craft beer state.
All of their balanced and flavorful ales and lagers are
proudly brewed on site for thousands of happy locals and
visitors. After three years, the brewery’s reach continues
to grow. A new 30 barrel brew house will be installed in
January to help them fulfill their distribution wait list.
Cape May IPA
The brewery’s flagship, Cape May IPA is a decidedly
hoppy, bitter, moderately strong American pale ale,
loaded with Cascade hops that provide floral and
citrus notes. This IPA emphasizes the hop aroma and
flavor, while muting the hop bitterness. ABV: 6.3%
Package: Draught only Availability: Now, year-round
Cape May Devil’s Reach
A Belgian beast, this strong ale will creep up on you
with its deceptively light body and easy-drinking finish.
ABV: 8.2% Package: Draught only Availability: Now,
year-round
Cape May Honey Porter
Better known for farms than fist
pumping, this brew is a true taste
of South Jersey. Roasted and dark
crystal malts shine through in a
smooth and light-bodied porter that
is balanced by a hint of sweetness
thanks to the local Jersey fresh
honey. Welcome to the Garden State,
bro. ABV: 5.2% Package: Draught
only Availability: Now, year-round
Cape May Coastal Evacuation
“Coastal Evacuation” is a common
phrase at the Jersey Shore.
Hurricane season hits hard, but Cape
May Brewing hits back with their
double IPA that is able to withstand
the storm. Copious amounts of
Centennial hops dominate the
flavor from start to finish. It’s time
to evacuate – are you prepared?
ABV: 8.3% Package: Draught only
Availability: Year-round, beginning in
late December
Cape May
Mop Water
The brewery’s Chief Mop Man
mandated a beer brewed with
cinnamon, nutmeg, ginger,
allspice and a ton of wholebean vanilla. Combining all
these spices with the flavors of
German malts, creates a brown
ale perfect for cool autumn evenings and bitter winter
nights. “Don’t over-think it – just drink it!” ABV: 8.2%
Package: Draught only Availability: (Seasonally) in
December
Cape May King Porter Stomp
If you like porters, you will absolutely love this one!
Made specifically for the fall jazz festival in Cape May,
this beer is smooth like your favorite jazz tune! It is
creamy and chocolaty to appeal to every beer drinker.
Don’t be scared of its dark color, it will make you
want to stomp your feet in excitement. ABV: 7.4%
Package: Draught only Availability: (Seasonally) in
very limited quantities in December
Cape May Tower 23
This light and refreshing, German-style Berliner
Weisse is a deliciously sour wheat beer. ABV: 3.5%
Package: Draught only Availability: Occasional
release beginning in late December
Cape May Tripel Wreck
This traditional Belgian triple is light in body, but not
in potency. Referred to as the “Superbier,” this one
was created by the brewery’s taproom manager,
Jim, and it’s safe to say, he is damn proud of the
final product. ABV: 10.3% Package: Draught only
Availability: Occasional release beginning in late
December
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NewPRODUCTS
Coors Banquet Stubby Bottle
The legendary beer that was born from
the Rocky Mountains is returning to the
roots that made it popular nearly 100
years ago. It’s time to say hello to
a new, old friend as Coors Brewing
Company is pleased to announce the
return of the vintage 1936 “Stubby”
bottle. Coors Banquet has a rich
heritage of pioneering, and now, its
great taste can be enjoyed by today’s
modern pioneer in the bottle it so
richly deserves. All Coors Banquet bottle
packages will feature the Stubby bottle beginning in
February. Availability: Year-round, beginning in February
Shiner Ruby Redbird to Become
a Year-round Offering
Shiner’s popular summer seasonal, Ruby
Redbird will soon become part of the
brewery’s year-round lineup! Brewed with
genuine Texas Rio Red grapefruit, the
signature sweet citrus of the Rio Grande
Valley, this lager features a grapefruit
tartness that finishes with a ginger sting
from all natural ginger. This crisp and
refreshing beer is made with Munich
malt for a deeper gold color and fuller
body. ABV: 4.2% Packages: 12 oz.
bottles, 12 oz. cans and draught
Availability: Year-round, beginning in March
Blue Moon White IPA
Narragansett Lovecraft Series
Blue Moon White IPA is crafted
with four varieties of hops,
wheat, coriander, and a hint
of orange peel for a crisp,
balanced taste. This is an IPA
done the Blue Moon way. White
IPA draught will be available for
select accounts a month before
its national launch! ABV: 5.9%
Packages/Availability: Yearround, beginning with limited quantities in draught
only in February, with a full launch of 12 oz. bottles and
draught in March
HP Lovecraft is considered one of the
most influential horror-fiction writers of
the 20th century. He is a Providence
icon, just like Narragansett… both “born”
in 1890. In his honor, Narragansett is
releasing the Lovecraft Series beginning
in mid-January. Each style and label will
represent a different Lovecraft tale and
each label will be illustrated by a
different local artist. The first in the
series is Lovecraft Honey Ale. Crafted
with a combination of five pale malts
(including honey) and kissed with a
touch of hops for a grassy finish,
Honey Ale is strong, yet smooth.
ABV: 7% Package: 16 oz. cans only
Availability: Mid-January
Redd’s Wicked Mango
Redd’s Wicked Mango has a bold flavor
that is refreshingly hard. It carries a rich,
golden color with light carbonation. The
bold mango flavor and crisp apple kick bring
a balanced fruit taste that finishes smooth
and refreshing. ABV: 8% Packages: 10,
16 and 24 oz. cans Availability: Yearround, beginning in March
Redd’s Green Apple Ale
Redd’s Green Apple Ale has a brilliant, lightgolden hue with a touch of carbonation. The
green apple aroma gives way to a balance
of crisp and tart flavors and a dry, greenapple finish. ABV: 5% Packages: 12 oz.
bottles and 16 oz. cans
Availability: Year-round,
beginning in March
6
Shipyard Monkey Fist IPA
4 Pk 16 oz. Cans
Shipyard Monkey Fist IPA is the
genesis of a new generation of
IPA. The traditional elements of
a classic English IPA have been
redefined by American craft beer
innovation. Monkey Fist is an
edgy, aggressive and unique style.
Pale ale, malted wheat, Munich,
Crystal and caramel malts and
Warrior, Glacier and Cascade hops
produce a beautiful copper-colored
West Coast-style IPA with great balance. In addition to
12 oz. bottles and draught, Monkey Fist IPA will soon
be available in 4 pack 16 oz. cans! Availability: Yearround, beginning in March
NewPRODUCTS
Samuel Adams
Rebel Rouser Double IPA
Angry Orchard
Hop’ N Mad Apple
An intense and flavorful double
IPA, Rebel Rouser is bold and
unapologetically hoppy. It definitely
packs a punch, but it’s one of
flavor over pure bitterness. The
aroma and flavor come from the
combination of large hop doses
in the kettle and dry-hopping
(totaling over 5 pounds of hops
per barrel). What shines through
are bright hop flavors of pine, citrus, floral and spice,
accented by pale malts and alcohol strength for a big,
flavorful brew. ABV: 8.4% Package: 12 oz. bottles only
Availability: Year-round, beginning in February
Hops in Cider? You must be mad! The newest flavor
in the Angry Orchard year-round lineup is made with
hops! Hop’N Mad Apple is sweet up front with a dry
finish and subtle floral notes from Strisselspalt hops
and citusy, tropical fruit notes from the addition of
Galaxy hops. The fruitiness of the hops integrates
perfectly with the cider. Subtle,
but interesting, this hard cider is
surprisingly drinkable. ABV: 5%
Packages: 12 oz. bottles and
draught Availability: Year-round,
beginning in February
Samuel Adams Rebel Rider IPA
A bold, yet mellow IPA, this casual,
session IPA has all of the hop
character of a West Coast-style IPA,
but with a golden crispness and a
lighter body to fit those laid back,
anytime days. Bursting with bright
citrus and grapefruit notes, with
hints of pine, this beer has a soft
lingering bitterness that brings you
back for another sip. ABV: 4.5%
Package: 12 oz. bottles only
Availability: Year-round, beginning in February
Twisted Tea
Strawberry Lime
The refreshing flavors of strawberry
and lime come together in
the newest Twisted Tea flavor.
ABV: 5% Package: 12 oz. bottles
only Availability: Year-round,
Twisted Watermelon
Lemonade
Made with real watermelon
juice, Twisted Watermelon
Lemonade is light and
refreshing with a dry
finish, just like homemade
lemonade. ABV: 5%
Package: 12 oz. bottles
only Availability: Year-round,
Traveler Revamp
There have been some changes
made to the availability, names
and packaging of a couple of
the Curious Traveler year-round
brews. Beginning in January, the
newly named, Curious Traveler
“Lemon” Shandy, an American
craft wheat beer brewed with
fresh lemon and just a touch of
lime, will be available in both
12 oz. bottles and 12 oz. cans
year-round, while draught will
be available seasonally. The
deceptively delicious wheat beer
brewed with real grapefruit,
Illusive Traveler Shandy will be
called Illusive Traveler Grapefruit
Ale, and both products have had
package graphic updates.
Smithwick’s
Pale Ale Draught
Currently available in 14.9 oz.
cans, this golden style pale ale will
soon be available in 50 liter kegs!
Smooth and light on the palate,
while still complex and interesting
on the nose, Ireland’s #1 pale
ale is sessionable but hop-driven.
ABV: 5% Availability: Year-round,
7
NewPRODUCTS
Sierra Nevada Hop Hunter IPA
Heavy Seas Cross Bones
Hop Hunter IPA harnesses the complex
flavors of just-picked hops through an
all new method of steam distilling wet
hops before they even leave the fields.
This revolutionary technique captures
and intensifies the natural flavors,
creating a unique and intensely aromatic
beer. The custom process gathers
pure hop oil which, when combined
with traditional whole-cone hops in
the brew kettle and in the brewery’s
Hop Torpedo, makes for an incredible IPA experience.
ABV: 6.2% Packages: 12 oz. bottles and draught
Availability: Year-round, beginning in January
This exciting new offering from Heavy Seas is
a true session IPA. Cross Bones is rich with
a bright Citra hop character and a strong
malt backbone despite its lower ABV.
ABV: 4.5% Packages: 12 oz. bottles and
draught Availability: Year-round, beginning
in January
Sierra Nevada Nooner Pilsner
Nooner Pilsner packs big flavor into an
easy-drinking beer that’s fit for friends
and afternoon adventure. Nooner is the
brewery’s take on the classic German
pilsner, filled with bright and zesty
whole-cone hop flavor with a crisp, dry
finish – the perfect pick for wherever
the day may take you. ABV: 5.2%
Packages: 12 oz. bottles, 12 oz. cans
and draught Availability: Year-round,
beginning in January
Elysian Space Dust IPA
12 oz. Bottles
Space Dust’s universe has expanded!
It has drifted away from Elysian’s
Manic IPA series and joined their
year-round core lineup that includes:
The Immortal IPA, Avatar Jasmine
IPA, Mens Room Red, Dragonstooth
Stout and Loser Pale Ale. Space Dust
is an (asteroid) belt of Chinook, Citra and Amarillo hops
streaking across a fairly open-space grist of Northwest
pale and touches of C-15 and Dextri-Pils malts. 70
IBUs will deliver a good (VanAllen) belt of bitterness
while 7.2% alcohol by volume keeps thrust at a medium
burn. ABV: 7.2% Packages: 12 oz. bottles and draught
Availability: Now, year-round
Heavy Seas
Desert Island Series
This new series of draught only, hand
crafted beers gives free rein to the Heavy
Seas brewers who yearn to each make
a brew of their own. The beers in the
series will not be specifically named
and they will be available in extremely
limited quantities (only 100 barrels
of each will be produced). A new beer
will be released every two months.
The February edition of the series is
a strong Scottish ale with rich caramel
maltiness. This interpretation of the classic
Scottish style is warming and malty while maintaining a
fine, earthy hop balance. Its dark amber color predicts
the rich fig aromas and toasted caramel flavors that
dominate this hefty tipple. If you can’t get yourself to
a desert island, this brew is a perfect reprieve from
the winter chill. ABV: 8% Package: Draught only
Availability: Extremely limited quantities in February
Oskar Blues
Pinner Throwback IPA
Dry-hopping with several different hops,
including a killer experimental variety, gives
Oskar Blues’ new, year-round offering, Pinner
a tropical, stoned fruit aroma with hints
of pine and smooth malt in the flavor. Dry
hops include Mosaic, Citra, Eldorado and
Azzaca, which amp the brew with heady spicy
aromatics and a tangy mouth feel, unique to this primo
style of beer. ABV: 4.9% Packages: 12 oz. cans and
draught (Also available in the CANundrum Variety Pack)
Availability: Year-round, beginning in March
Abita Wrought Iron IPA
The newest addition to Abita’s year-round offerings, Abita Wrought Iron IPA embodies the
resilient, indestructible nature of New Orleans. This IPA is forged with the intensity of Apollo,
Equinox and Mosaic hops and brewed with pale ale malt for a golden color as bright as iron
from a fiery forge. This brew pairs well with the spice, meat and seafood in jambalaya. A mild
goat cheese is also an excellent choice. ABV: 6.9% Packages: 12 oz. bottles and draught
Availability: Year-round, beginning in mid-January
8
SeasonalSELECTIONS
When Demand Exceeds Supply
Many of our craft seasonal and specialty releases are
available in limited or extremely limited quantities.
Breweries only produce a certain amount of their
specialty beers and Origlio does all they can to get as
much product as possible. In addition, this publication
is compiled months prior to the decision made by the
brewery to allocate their products to the wholesaler.
Variations in production for some of these limited
release offerings will fluctuate, resulting in lower
quantities than anticipated.
If you are interested in something you see in this
publication and it is out of stock when you place your
order, please contact your Origlio Sales Representative
to discuss a similar option.
Origlio also sends out an email blast weekly to inform
customers of seasonal offerings that are widely available
to you, immediately.
If you are interested in receiving the weekly email blast,
please send your email address to socialmedia@origlio.com.
Newcastle Best of Britain
Variety Pack
Newcastle Brown Ale is
the original, imported ale
loved by consumers around
the world. The Newcastle
Variety Pack capitalizes
on that love, but also
on the ever-growing
demand for variety
packs among a younger,
more upscale shopper. The
Newcastle Variety Pack features
authentic British beers, brewed in collaboration with
one of the oldest breweries in the UK, dating back to
the 19th century and still using whole-leaf hops and the
original copper kettles. The pack includes the perennial
favorite Newcastle Brown Ale, plus two brand-new
variants: British Session IPA and British Pale Ale.
Availability: March
Samuel Adams Cold Snap
Blue Moon First Peach Ale
New, Blue Moon First Peach Ale
is ready to be picked. Inspired by
Belgian brown ales, this Blue Moon
seasonal is Artfully Crafted with
notes of peach and coriander for a
slightly tart taste, balanced by rich
caramel malts. ABV: 5.6%
draught (also featured in the
Brewmaster’s Spring Sampler)
Availability: January
Blue Moon
Brewmaster’s Spring Sampler
Don’t miss the flavors of spring with the Blue Moon
Brewmaster’s Spring Sampler. Six varieties have been
Artfully Crafted into one pack including: the famous
Blue Moon Belgian White BelgianStyle Wheat Ale, new
Cinnamon Horchata Ale,
Expressionist Collection
beers, Rounder BelgianStyle Pale and Farmhouse
Red Saison/Flanders-Style
Ale, the limited-release beer,
Valencia Grove Amber
and the new seasonal, First
Peach Ale. Availability: January
This white ale is brewed with a blend
of exotic fruits and spices including
orange, plum and fresh ground
coriander, for the perfect transition
from the darker beers of winter to the
lighter beers of spring. ABV: 5.3%
draught Availability: January
Samuel Adams
Escape Route
Hazy golden and fresh, this unfiltered
Kölsch is crisp, yet smooth with a
touch of floral and honey sweetness.
It’s the perfect escape for those
lingering cold days. ABV: 5%
Samuel Adams Double Bock
Decadently rich and velvety smooth, Double
Bock is an intense and warming lager with a
rich caramel flavor and deep mahogany color.
One of the original “big” beers, this indulgent
lager is brewed with over a half pound of
malt per bottle (almost enough for a loaf of
bread!) for a smooth and satisfying brew.
ABV: 9.5% Package: 22 oz. bottles only
Availability: Limited quantities in February
9
SeasonalSELECTIONS
Forbidden Traveler Apple Ale
This wheat ale is brewed with real apple puree. Its
bright effervescence will catch your eye, while its
refreshing aroma will tempt your
senses. It’s here for the picking,
just take a sip. ABV: 4.4%
Availability: February
Mike’s Hard
Blackberry Lemonade
New, Mike’s Hard Blackberry Lemonade
has a blended balance of tart lemonade
and blackberry. Black is the new… well,
black. ABV: 5% Package: 11.2 oz.
bottles only Availability: February
Sly Fox Odyssey
Imperial IPA
Sierra Nevada
Beer Camp Hoppy Lager
Beer Camp is the ultimate brewing
experience. Sierra invites beer fans
into their brewery nearly every week
to create their own beer with Sierra
brewers – the more daring, the
better. Last year, Beer Camp worked
overtime. Along with fan brews, Sierra
made 12 additional beers with 12
exceptional breweries. Choosing just
one for a spring seasonal wasn’t easy.
Ever drawn to hops, the brewery hopes
you enjoy their reimagined collaboration with Ballast
Point. This hop-heavy beer combines intense citrus and
floral hop flavors with the clean, classic malt body of a
hearty blonde lager for a crisp, but aggressive take on
the India Pale Lager. ABV: 7% Packages: 12 oz. bottles
and draught Availability: January
Sierra Nevada 4-Way IPA
Variety Pack (2015)
The 4-Way IPA Variety Pack stretches the boundaries of
India Pale Ale from midnight black to brilliant gold and
from experimental techniques to innovative ingredients.
This year’s lineup features one all-time classic, two
returning favorites and one brand new IPA loaded
with intense aromas and flavors, highlighting Sierra’s
passionate and progressive take on whole-cone hops:
Torpedo Extra IPA, Blindfold Black IPA, Ruthless
Rye IPA and Golden IPA. Availability: January
10 HeadyTimes v.82 www.origlio.com
Sly Fox Brewing Company has brewed
more than fifty one-of-a-kind varietal pale
ales and IPAs, each with their own unique
personality and flavor profile. Armed with
this wealth of experience, Sly Fox brewers
put their heads together and selected
their favorite hops to form the brewery’s wildly popular
Imperial IPA. Perfect for epic adventures, your customers
will love the power packed into this delicious, big and
bold beer! ABV: 8.4% Packages: 12 oz. cans and
Sly Fox Seamus’ Red Ale
From the first frost to the onset of
spring, there’s something about a red
ale that makes winter, warmer.
The classic representation of
the popular style is showcased
in Sly Fox Brewing Company’s
Seamus’ Red Ale, an Irish-style ale brewed in honor
of St. Patrick’s Day! A friendly meeting of British pale
and Crystal malts combines pleasantly with Centennial
and East Kent Golding hops, delivering a delightfully
balanced session ale. ABV: 4.9% Package: Draught
only Availability: February
Sly Fox Box Set
When your customers purchase Sly Fox Brewing
Company’s redesigned and reconfigured variety
pack, they’ll get three cans each of four beers that
are all pioneers in craft beer canning. The quartet of
Pikeland Pils, Phoenix Pale Ale, Rt 113 IPA and
Helles Golden Lager
represent the brewery’s
flagship portfolio. The Box
Set gives the sampler a
glimpse into the potential
depth available from a
brewery that prides itself on
authentic representations
of classic beer styles.
SeasonalSELECTIONS
Harpoon
The Long Thaw White IPA
Harpoon brewed a beer that
could carry us through the
January cold while hinting at
warmer days ahead. With notes
of orange peel and coriander, the
soft mouth feel of a Belgian wit,
and an intense hop profile, The
Long Thaw combines the warming
backbone and hop character
of an American IPA with the
spiciness of a Belgian Wit and citrus notes indicative
of the coming spring. ABV: 6.2% Packages: 12 oz.
bottles and draught Availability: January
Harpoon
IPA Adventure Mix Pack
Back in 1993, what Harpoon
thought would be a summer
seasonal, (Harpoon IPA) turned
into their flagship, and inspired
an exploration of the style
that goes on to this day. The
IPA Adventure Mix Pack puts
four great IPAs and a 20+ year
journey into a single box. The
variety includes: Harpoon IPA,
Rich & Dan’s Rye IPA, The Long Thaw
White IPA and – new this year – Leviathan Imperial
IPA. Whether you’re looking for the beautiful balance
of a New England-style IPA or a more pronounced hop
flavor found in Leviathan Imperial IPA, the IPA Adventure
has a little something for us all. Availability: January
Woodchuck Out on a Limb
Cheeky Cherry
Get your phone out and prepare the
selfie cam people! This cider features a
bright pop of crisp apple and sour tart
cherry notes that are sure to have your
face in prime selfie shape. Cheeky
Cherry is crafted from bittersweet cider
apple varieties and perfectly balanced
between the sweet juice and sour
cherries which are infused postfermentation. Check out Cheeky
Cherry if you are looking for a
next level cider. ABV: 5.5%
Package: 12 oz. bottles
Dogfish Head Aprihop
Aprihop is the fruit beer for hop heads!
An American IPA brewed with Pilsner and
Crystal malts, it’s massively hopped – in
the continuous fashion, of course! And the
flavor is complemented by the addition of
apricot juice. After fermentation, the beer
is dry-hopped with irresponsible amounts of
Amarillo hops. The beer has a hoppy aroma,
with the apricot playing a supporting role.
The flavor is rich with late hop notes, and its
bitterness is tempered by just the right amount
of malt sweetness and fruity undertones
from the apricot. This beer works well with
salads, swordfish, Mexican dishes,
barbeque and hummus. ABV: 7%
draught Availability: March
21st Amendment Sneak Attack
You might not expect a saison in winter,
but the enemy didn’t expect Washington
to cross the icy Delaware, either.
Expectations be damned! This Belgianstyle farmhouse ale sneaks up on winter
with a boatload of bravado. Dry-hopped
with whole organic cardamom pods, this
saison has an assertive spiciness. The
perfect antidote to the big beers of winter,
Sneak Attack is crisp, dry and palate
cleansing – a perfect match for rich and warming foods
like sausage, smoked meats and full flavored cheeses.
In your face winter! ABV: 6.2% Packages: 12 oz. cans
and draught Availability: Now!
Twin Lakes Tweeds Tavern Stout
Tweeds Tavern Stout is an
American stout fashioned in
the Pacific Northwest style. It
features a complex blend of the
freshest American ingredients
including black roasted barley,
black malt, rolled outs, red
wheat and Cascade & Galena
hops. Mellow and mild with
pleasant, roasted coffee
and chocolate elegance and
a smoothly balanced body,
Tweeds produces a thick, rich, foamy, mocha head that
clings to the glass. People who say they don’t like dark
beers are surprised once they taste how delicious and
drinkable this stout is. ABV: 5% Package: Draught only
www.origlio.com HeadyTimes v.82 11
SeasonalSELECTIONS
Abita Spring IPA
Abita Strawberry Harvest Lager
Spring India Pale Ale is a
West Coast-style IPA with an
up-front, intense hop flavor
and aroma. Amarillo and
Centennial hops give the
brew a rich and resinous
flavor of citrus and spice.
This bright pale ale has a
malt sweetness that will give
way to a pleasant bitterness. Try it
with Mexican, spicy Szechwan Chinese food or strong
cheeses. ABV: 6.25% Packages: 12 oz. bottles and
draught Availability: February
Abita Strawberry Harvest is a lager
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, lighter fare like salads and
pastas or fresh cheeses. ABV: 4.2%
Packages: 12 oz. bottles and draught
Abita Macchiato
Espresso Milk Stout
Abita Mardi Gras Bock
Part of the brewery’s Signature Series,
new Abita Macchiato Espresso Stout
is made with pale, caramel, chocolate
and roasted malts. Oats and lactose
are added to give the beer a more
robust and sweeter taste. The roasted
malts give the beer its dark color as well as its intense
flavor and aroma. Willamette hops are added to balance
the sweetness of the malts. Finally, espresso dolce
beans are added to the aging tank, lending a strong
coffee flavor and aroma that complements the existing
flavors of the malt. Macchiato Espresso Stout is very
good with grilled steaks and most red meats. However, it
is best served with sweet desserts, especially ones with
chocolate in the recipe. It’s also excellent as a standalone after dinner drink. ABV: 6% Package: Draught
only Availability: Limited quantities in mid-January
Mardi Gras Bock is brewed with
pale, pilsner and caramel malts
and German Perle hops. It is
similar to a German Maibock
in that it has a rich malt flavor
and full body. Emmental and
Swiss are nice cheese choices
with Bock, and it’s also great
with roasted beef or pork and
Mexican food. ABV: 6.5%
Packages: 12 oz.
bottles and draught
Availability: Now!
Lagunitas NightTime Ale
Lagunitas Olde GnarlyWine
Kind of like DayTime’s big, dark,
and scary sidekick, NightTime,
now available in 12 oz. bottles, is
packed full of highly roasted malts,
then counter-hopped with the
dankest, juiciest hops. This winter
brew is not for the lunch crowd
or the faint of heart. ABV: 8.2%
This barleywine smells
deliciously sweet, which is
somewhat surprising given
the genre, but this adds to its
complexity. The initial taste
is as delightful as the aroma
with a fruity, hop balance. This
brew definitely packs a bit of a
punch. The first sip is for thirst,
the second one for pleasure.
The third sip is for knowing, and the fourth for pure
madness. ABV: 9.2% Packages: 22 oz. bottles and
draught Availability: February
Lagunitas Cappuccino Stout
Brewed with boatloads of roasted coffee in each bottle for that
extra krunk, Cappuccino Stout is a mondo coffee stout that will
leave you wondering whether you’re coming or going. ABV: 9.2%
Packages: 22 oz. bottles and draught Availability: January
SeasonalSELECTIONS
Sixpoint Hi-Res
Heavy Seas Deep Six
Hi-Res zooms in even further on hop
resin and turns the dial “up to eleven.”
This triple IPA features 111 IBUs – it’s an
exploration of hops’ inherent potential, on
both the macro and micro level. Hi-Res
manifests a desire to see hops in sharp
relief with an ever-increasing clarity, but
just as the view zooms in on the sticky
golden substance, its overall effect
magnifies, expanding the stature of the
beer to massive proportions. This beer
focuses on the inner anatomy of the hop and magnifies
the flower’s potential to the highest proportion, while
maintaining the balance of flavor and the context
in which it resides. Zoom on, Zoom in, Hop out.
ABV: 10.5% Packages: 12 oz. slim cans and draught
Rich, malty and complex with a surprisingly
dry finish, Heavy Seas’ new, robust Englishstyle porter is never cloying and always
wonderfully drinkable. A dense, tan head
portends the chocolate, roasty, brownie
batter flavor. Marris Otter barley, imported
from the UK, imparts a deep nuttiness
accentuated by the unique English yeast
strain. The cheeky yeast generates subtle
pear, apple and strawberry esters that
gently contribute to the depth of flavor.
The balance comes from imported UK
Target and Fuggle hops, contributing earthy,
herbaceous, tea-like notes. The result is a hefty brew
that walks the fine line between eminent drinkability and
overwhelming flavorful. ABV: 6.8% Packages: 12 oz.
bottles and draught Availability: January
Sixpoint Beast Mode
Heavy Seas Siren Noire
New, Beast Mode pours a chocolate lab
color with ruby highlights. The nose is
downright beastly – coffee, roast, hops
and caramel. The texture is mediumbodied with a roasted bitterness upfront
on the tongue, followed by sweet toffee
and malt on the tail end. The beer finishes
dry without any lingering
bitterness. ABV: 6.4%
Packages: 12 oz.
slim cans and draught
This isn’t your father’s chocolate stout.
Siren Noire is made with nearly three
pounds of Belgian coco nibs per barrel and
aged for five weeks in bourbon barrels with
vanilla beans added. A mix of dark malts
gives this Imperial chocolate stout a wellrounded body that is decidedly chocolaty,
without being extraordinarily sweet. Brewers
Gold hops contribute an earthy spiciness
with notes of black current. ABV: 9.5%
Availability: Very limited quantities in
January
Elysian Split Shot
Espresso Milk Stout
Elysian Savant IPA
Split Shot combines the talents of Elysian Brewing
and Stumptown Coffee in a deliciously smooth,
very Northwest beer. A complex bill of malts
hold it all together – Northwest pale, C-15 and
C-45 dextrine malts, Franco-Belges kiln coffee
malt, black, roasted & chocolate malts and
flaked oats. Magnum hops add a touch of
bitterness and milk sugar sweetens just a bit,
while old-infused Stumptown coffee provides an
invigorating richness. Split Shot will warm
and sustain through spring’s cool
evenings, and the combination of
coffee and stout will definitely
keep your attention. ABV: 5.6%
Without knowing quite why, Savant
IPA knows a lot. It knows that it’s
built on Northwest 2-row malt with
touches of Munich, Cara-red and
C-120 Crystal. It knows that it
weighs in at around 6.3% alcohol
by volume and that it’s bittered
with Northwest Chinook and
finished with fruit-juicy New
Zealand Nelson Sauvin hops.
But what it mainly knows is that
it’s a great beer. ABV: 6.3%
SeasonalSELECTIONS
Unibroue Chambly Noire
Chambly Noire is a premium,
Belgian-style black ale that offers
a distinct, but smooth flavor
containing subtle notes
of roasted and smoked
malts. Topped by a rich,
beige head of foam, a
delicate bitterness is
complemented by the
addition of selected spices
giving the impression of
a complex, but essentially
mellow beer. The aroma is
one of caramel associated
with the fruity profile of the top
fermenting yeast. Chambly Noire
will please enthusiasts of dark beer, but will seduce
others with its finely balanced and accessible flavor.
Try it with stew, fish, oysters, strong cheeses or
chocolate desserts. ABV: 6.3% Package: Draught only
Availability: Limited quantities in February
Weyerbacher Insanity
Insanity is made by aging Weyerbacher’s
Blithering Idiot Barleywine Ale in bourbon
barrels. The barrel-aging imparts an
additional level of complexity to an
already intense malt profile by adding
a combination of vanilla,
oak and whiskey notes.
Let a little Insanity into
your life! ABV: 11.1%
Packages: 12 oz.
bottles and draught
Weyerbacher
Heresy
Heresy is an incredibly
intriguing ale made by
aging Weyerbacher’s Old
Heathen Imperial Stout
in oak barrels that were
used for making fine
Kentucky bourbon. Taste
it and see what everyone
is talking about. ABV: 8%
Packages: 12 oz.
bottles and draught
Shipyard Smashed
Blueberry
Part of Shipyard’s Signature Series,
Smashed Blueberry is a hybrid of a
porter and a Scotch ale. This beer
has a rich mouth feel and a body
of complex intensity. Upfront there
are notes of coffee and chocolate,
beautifully accentuated by the aroma
of blueberries. The finish features a
delicate balance of sweet fruit and
dry hops. ABV: 9% Package: 22 oz.
bottles only Availability: Very
limited quantities in January
Shipyard
Imperial Pilsner
Part of Shipyard’s Signature Series, Imperial
Pilsner is the brewery’s first lager. A unique
blend of German pilsner and Imperial IPA,
this brew is bright gold and full-bodied
with a hint of sweetness up front and a
round, dry finish. This is a pure American
creation that balances malt and a big
hop profile. Try it with chicken wings,
grilled sausage or curried dishes.
ABV: 9% Packages: 22 oz. bottles
and draught Availability: Very limited
quantities in March
Shipyard
Bourbon Barrel Aged
Imperial Stout
Shipyard’s Bourbon barrel aged ales are
brewed and carefully cellar-aged for over
100 days in small batches in decanted
bourbon barrels at the brewery in
Portland, Maine. The aroma of Bourbon
Barrel Aged Imperial Stout is a rich
sweetness of dark chocolate and vanilla.
It has a lingering subtlety of bourbon and
oak, made with pale, crystal, chocolate
and roasted barley malts. The
recommended serving temperature is
55° F. ABV: 11% Packages: 750 ml
bottles and draught Availability: Very
limited quantities in January
SeasonalSELECTIONS
Dock Street Truffled Old Ale
The Lost Abbey Carnevale
Truffled Old Ale is a traditional
English beer, sometimes known as
a ‘Winter Warmer.’ It’s well-rounded
and predominately malty with just
enough hop bitterness to balance.
While conditioning, this old ale
mingled with French winter truffles
for a deep, dark, lingering earthiness.
ABV: 8% Package: Draught only
Carnevale is a saison style beer, made with the
same yeast as Red Barn and brewed to be light
in body, but still complex. Carnevale’s flavor
is generated from Brettanomyces along with
Amarillo and Simcoe hops, increasing in flavor
and depth as it ages. This is a perfect beer to
cellar and witness how the yeast transforms the
complexity and layers of taste over
time. ABV: 8% Packages: 750 ml
cork-finished bottles and limited
draft Availability: February
Dock Street Sexy Beast
A smooth and velvety stout,
strongly influenced by the
creative and artistic nature of
Belgian brewing, Sexy Beast
is brewed with Belgian Abbey
yeast and aged on 10 pounds
of roasted cacao nibs. Rich,
sweetish chocolate notes up
front, layered with hints of
coffee and toasted malt, finish
with a dry roastiness. Silky
smooth and all too drinkable!
ABV: 6% Package: Draught
Dock Street Spanglish Fly
This Biere de Garde is brewed with three
aphrodisiacs laced in the recipe –
wormwood, yarrow and ginger. Yarrow
and wormwood were both made
famous by their use in Absinthe and
contain thujone, which is known for
its hallucinogenic properties. Whether
Spanglish Fly is truly psychoactive is
left for you to discover. Regardless,
this beer is truly mind-bending!
ABV: 7.5% Package: Draught only
Dock Street Dry Irishman
Dry Irishman has a roasted, bitter flavor
with subtle notes of chocolate
that leads into spicy flavors of
East Kent Golding hops. The dry
flavor is complemented with
the smoothness from flaked
barley. Enjoy this one like the
Irish… every day. ABV: 4%
Package: Draught only
Availability: March
Port Brewing Hop 15
Port Brewing’s seasonal double
IPA has a blend of 15 different domestic
and imported varieties of hops added
every 15 minutes. Hop 15 is one of
the brewery’s most sought
after beers by hop-heads
everywhere. ABV: 10%
Packages: 22 oz.
bottles and draught
Availability: March
Evil Genius I’ll Have What She’s
Having Chocolate Hazelnut
Imperial Stout
Heavy hazelnut and chocolate
aromas give way to a smooth,
decadent, and downright
delicious stout. Each flavor
is balanced perfectly with
the brewery’s hand selected
specialty malts. Keep yourself
warm this winter with a
glass of heaven. ABV: 9.4%
draught Availability: Very
limited quantities in February
Evil Genius Hop
King Imperial IPA
This Imperial IPA blends
together the sweet and juicy
Amarillo and Citra, with
the delicious pine notes of
Simcoe, a combination of the three most sought-after
hop varieties. ABV: 8.1% Packages: 12 oz. bottles
and draught Availability: Very limited quantities in
January
SeasonalSELECTIONS
Coronado
Devils Tale IPA
Great Lakes
Conway’s Irish Ale
This new, devilish IPA is a collaboration with
Virginia’s award-winning Devils Backbone
Brewing Company. Devil’s Tale has a bright
citrus and tropical fruit character, care of
Centennial and Mosaic hops, with a woody
rusticity from Northern Brewer. ABV: 7.5%
This Irish ale has a notable toasty
flavor derived from lightly roasted malt.
Sweet and roasty, Conway’s pairs
best with a well-deserved hot meal
after a hard day’s work. ABV: 6.5%
Coronado
Skull Wrapper IPA
A San Diego style IPA with a
deadly hop presence, Skull
Wrapper is hopped to hell and
back with Simcoe, Nugget and Citra. This
beer will wrap a skull-crushing squeeze
around your hop-loving head. ABV: 7%
Availability: Limited quantities in
February
Great Lakes
Chillwave Double IPA
This hop-forward double IPA is made
with a balanced blend of Mosaic and
Nugget hops and a kiss of honey malt.
It’s a rush in a bottle. ABV: 9.4%
Availability: March
Coronado
Sock Knocker IPA
Amarillo, Centennial,
Columbus and Simcoe
hops unite to produce
this beer’s immensely
floral nose and a veritable
explosion of citrus and pine
on the palate. Sock
Knocker is an IPA truly
deserving of its Imperial
crown. ABV: 8.5%
Packages: 22 oz.
bottles and draught
Availability: Very
limited quantities
in March
2015 Stone Old Guardian
Barley Wine
Stone Old Guardian Barley Wine is a brawny
beer with a rich malt backbone and assertive
New World hop profile. The beer pours a
burnt amber color with strong citrus and
tropical fruit aromas. Its flavor is rich
and malty, displaying hints of molasses
and brown sugar up front, with apricot
and pine notes in the finish. ABV: TBD
Saranac 12 Beers A Springing
Saranac’s 2015 spring variety pack features 4 different Saranac styles: New
Goat Rodeo Pale Bock, new Heart of the Hop Red IPA, Prism White Ale
and Saranac Pale Ale. Availability: January
Available Year-Round PERFECT FOR THE SEASON
Samuel Smith & Lindemans for
Valentine’s Day
Sam Smith’s Organic
Chocolate Stout and
Lindemans Framboise
Raspberry Lambic,
both available yearround, are stunning
beers alone, or with
dessert. Either, or
both can complement
chocolate or raspberry
dishes, cheesecake,
ice cream, pie
or flan. For an
absolutely magical
pairing, perfect for
Valentine’s Day, put
two or three ounces of Lindemans Framboise into a
pint glass, and top it off with Samuel Smith’s
Organic Chocolate Stout. Whether you
call it a Chocolate-Covered Raspberry,
a Chocolate Truffle, or a Raspberry
Stout… this blend of two exquisite
beers will make any evening, one
to remember.
Firestone Walker Wookey Jack
A unique twist on the Cascadian dark ale
style, Wookey Jack is an unfiltered, black rye
India Pale Ale that offers true hop aroma
to rival most IPAs, with pungent citrus and
herbal hop nuances, a hint of peppery rye
and earthiness on the nose. Big roasty
malt flavors with balanced hop bitterness
and spicy rye offer a full and complex
texture with a refined, bittered finish.
It’s the perfect match for full-bodied
cheeses and South American-inspired
dishes. Wookey Jack is a truly different
IPA for dark beer fans. ABV: 8.3%
Chimay Grand Reserve
This authentic Belgian Trappist brew, whose
tinge of fresh yeast is associated with a
light, rosy, flowery touch, is dark with a
powerful aroma and a complex flavor
which only improves with age. It is
served ideally at cellar temperature (10
to 12°C) ABV: 9% Packages: 11.2 and
25.4 oz. bottles, 1.5 liter magnums,
3 liter jereboams and draught
Ayinger
Celebrator Doppelbock
This profoundly dark, rich elixir has a
complex fruitiness of roasted malt and
whole hop flowers with a semi-dry finish.
It is ideal served with foods ranging from
pastries and desserts, to roast goose or a
filet with Dijon sauce. And those so inclined
might enjoy a bottle with a fine cigar after
dinner. ABV: 6.7% Packages: 12 oz.
bottles and draught
Allagash Curieux
Curieux (French for “curious”) is
made by aging Allagash Tripel in
Jim Beam barrels for eight weeks.
During the aging process, the
beer is totally transformed and
many new flavors and aromas
develop. Most notably, the
beer picks up soft coconut
and vanilla characteristics...
and also a hint of bourbon
flavor! Try pairing Curieux
with assorted cheese cakes
and crème brúlee. ABV: 11%
draught
Dogfish Head Palo Santo
An unfiltered, unfettered, unprecedented brown ale, aged in
handmade wooden brewing vessels, Palo Santo has a unique
caramel and vanilla complexity from the exotic Paraguayan Palo
Santo wood from which the tanks were crafted. Palo Santo means
“holy tree,” and its wood has been used in South American winemaking communities. Enjoy this highly roasty and malty brown
ale with steak, Cajun cuisine or farmhouse cheddar. ABV: 12%
Programs
Hit the Slopes with Yuengling in 2015
Give your customers an experience to remember this winter with
Yuengling and Jack Frost Big Boulder! Yuengling has once again
teamed up with JFBB to bring an exciting program to the on-premise.
Retailers running Yuengling promotions will be able to offer winter
apparel and JFBB lift tickets to their customers as prizes! Some lucky
consumers will even have the chance to win an overnight ski and
stay package with JFBB by posting a picture of their best snowboard
pose on Yuengling.com or on social media #Yuenglingski.
Coors Light Basketball
Connect with Sixers® fans this basketball
season with Sixers-themed Coors Light
retail tools that invite fans to stock up on
beer to watch their favorite team. Coors
Light is also partnering with the Sixers®
for another year of the Coors Light Full
Court Refresh program. Beginning February
1st, for every Tweet, Instagram post, or
Facebook post made by consumers, that
includes #FullCourtRefresh and #OVER21,
Coors Light will donate $1 (up to $25,000)
to the Urban League of Philadelphia to
refurbish a local basketball court!
Coors Light Postseason Football
From college to the pros, the playoffs are all about
the big-game party, and every big game deserves cold
refreshment. This postseason, from January through
early February, Coors Light will be a part of the party at
home and at the bar by bringing Rocky Mountain Cold
refreshment all playoff season long. Create big game
excitement in-store, while reminding shoppers to stock
up for the occasion with retail tools like the Coors
Light cooler chair and inflatable football. Increase beer
sales on-premise with postseason-themed tools that
engage consumers to celebrate the excitement of the
playoffs.
Programs
Coors Light
St. Patrick’s Day
St. Patrick’s Day is a top,
on-premise, beer-selling holiday,
and Rocky Mountain Cold
refreshment is key for keeping
the party going. This March,
Coors Light will encourage
consumers to “Grab a Pot of
Cold” while they celebrate Irish
heritage for a day. Create an
on-premise St. Patrick’s Day
celebration zone with thematic
tools like roll banners and
signage along with consumer
and wait staff giveaways!
Blue Moon
Paint the Glass
Keystone Light
Garage Man Cave
The Blue Moon® Paint the Glass
program, that will run from January
through July, allows consumers
to Artfully Craft their very own
masterpieces using paint pens on
a commemorative 20th Anniversary
Blue Moon glass. Tools like coasters,
table tents and mini chalkboards can
be used to decorate for a Paint the
Glass Night. Flexible phone stands
encourage consumers to snap
pictures and share their experiences
on Facebook and Twitter. The Blue
Moon Paint the Glass Program
is a turnkey solution to engage
consumers to stay at the bar longer
and buy more beer.
Every guy loves his garage, and
to him, there is no better place
to enjoy a beer with his friends.
That’s why Keystone Light is
encouraging guys to stock
up on some smooth ones for
their Garage Man Cave. Create
an engaging and disruptive
display with retail tools like
a real wooden pegboard, a
rolling garage cart and hanging
metal signs. Connect with the
Keystone Light drinker by having
him look forward to the time
when he is in charge and can
dedicate time to his passions –
friends, family, and automobiles.
Coors Light NHL® Postseason
Coors Light is the Official Beer of the Stanley Cup® Playoffs. From
mid-March through June, displaying the special tools like the
Stanley Cup® image and logo will remind fans to stock up on Coors
Light as the Stanley Cup® Playoffs take center stage in sports.
On-premise tools can create nightly game-watching events for highvalue patrons. Alliance tools for playoff-eligible teams will also be
available.
Programs
What’s Your Play?
In football and in life, there are those who play it safe and those
who go bold. So, this playoff season, Heineken USA is throwing out
the challenge. The Heineken, Dos Equis, and Strongbow brands
will deliver big-game excitement by asking fans to make the call on
game day.
Consumers are encouraged to follow @WhatsYourPlay on Twitter for
a chance to win prizes. Every 20 minutes during the playoffs, the
handle will tweet out a, “What would you do?” question and ask for
their “Play.”
Exciting in-store displays will help enhance the football party
occasion and encourage consumers to follow @WhatsYourPlay on
Twitter.
Heineken Champion the Match
As a premier sponsor of UEFA Champions League (UCL), Heineken
values U.S. soccer fans and how they experience game day. This
year, from February 15th through May, Heineken is honoring those
fans by creating the opportunity to “Champion the Match”. With a
mobile program, Heineken will reward U.S. UCL fans to drive consumer
engagement and push to retail.
POS will invite shoppers to enter for a chance to win a VIP trip
to Europe for the ultimate UEFA Champions League experience,
as well as additional prizes. Twitter will drive engagement using
#championthematch, featuring Q&A with a legendary UCL player during
the know-outs, semi-finals and final.
The only way to truly enjoy UCL is with Heineken. Show your fandom
this season and Champion the Match!
Dos Equis Marks the Spot
Winter can mean many things. To the
most interesting people, this season
represents an opportunity to seek out
incredible experiences, whether it’s
on the slopes, in the mountains or
simply at the best local bar. Winter
with Dos Equis is an opportunity to
be more interesting.
Dos Equis is creating a most
interesting winter with a digital
program promoted through online
advertising and enticing in-store POS.
Each day from February 1st through
March 31st, up to 100 XX’s will
be displayed on a national map at
dosequis.com. Locked inside each XX
will be a potential winter prize that
only the person who locates that
XX will be able to unlock.
Using the map, consumers can
pick a store or account where an
XX is shown and purchase Dos
Equis. For a chance to win daily
prizes, they must post a selfie with
a Dos Equis product on Twitter or
Instagram using #DosEquisWinter.
One grand prize winner will receive
an all-expense-paid ski trip with
three guests! Mark the Spot
with the most interesting winter
experience.
Programs
Wash Down the Big Game Hype with Newcastle
This year, Newcastle gives consumers even more reasons to cheer! POS with
stopping power will create awareness and educate shoppers about the brand.
MaxPoint and PlaceIQ will drive consumers to retail and encourage them to
purchase Newcastle for their Big Game occasion. Big Game means more than just
football. Newcastle will leverage awareness from the 2014 “If We Made It” digital
campaign, which garnered over 1 billion impressions and won Adweek’s pick for
No. 1 ad campaign of 2014! This season, drink Newcastle to wash down all the
Big Game hype!
Hard Cider at its Bestest
Apples are good. Strongbow Hard
Apple Cider is better. Strongbow
over ice, well, that’s the bestest.
This winter, Strongbow is partnering
with the digital companies Brand.net
and PlaceIQ to entice consumers to
retail. Attractive POS will educate
Smirnoff Ice
Cheers to the
Ladies with Game
shoppers about the refreshing taste
of Strongbow over ice. Consumers
will quickly learn that Strongbow
Hard Cider is the best drink to kick
off the night with friends. Now that’s
a sensational cider.
Shiner Gibson
Sweepstakes
For the fifth year, Shiner is teaming
up with Gibson Guitars for the
Shiner Gibson Sweepstakes! The
promotion features an impressive
lineup of custom, Shiner-branded
Gibson guitars that consumers
can register to win at shiner.com.
Promotional can wraps designed to
look like amplifiers will have Shiner
fans lining up.
One of their most popular
promotions, the Gibson partnership
provides an opportunity to promote
Shiner’s 106 years of support
for local, independent music.
This year, Shiner has chosen the
famous Gibson Explorer model
(retail value $2,500!) as the 2015
sweepstakes guitar. The promotion
will run from February 1st through
April 30th, 2015 and on June 1st,
10 lucky winners will be selected
from the entry site at Shiner.com!
The 2015 Super Bowl will again be
a fantastic time for ladies who enjoy
football. Cheers to the Ladies with
Game is a program encouraging
women around the U.S. to enjoy
Smirnoff Ice responsibly during the
ultimate of contests… the Super
Bowl! And this year, via a text-towin promotion, one lucky winner will
receive a pair of tickets to the Big
Game in Phoenix, AZ on February
1st! Cheers Ladies!
Programs
Celebrate the
Chinese New Year
with Tsingtao
Celebrate the Year of the Ram
with the #1 Chinese beer in the
U.S.! Creativity thrives during the
Year of the Ram, and Tsingtao
wants to help drinkers release
their creative spirit with a new
promotion. Drive sales with
an artistic suite of POS, which
includes dimensional pole toppers,
scratch-off fortune cookie coasters
and interactive table tents. Grab
this profitable opportunity by the
horns and celebrate the Year of
the Ram with Tsingtao!
Individuals born in the Year of
the Ram have a heightened
appreciation for the aesthetically
pleasing things in life and
because of this, Tsingtao has
commissioned a clever artist to
engage consumers like never
before. AJ Fosik is a worldrenowned wood sculptor with a
unique style that draws heavily
on Asian influences and Eastern
mythology, making him a fitting
choice for this year of the wood
ram. For Tsingtao, AJ crafted
a completely original, threedimensional ram head inspired
by Tsingtao beer and the creative
aspects of the Year of the Ram.
The shape of the head and neck is
suggestive of Tsingtao’s Chinesegrown hop cones, while the red
and gold shading signifies luck
and good fortune in the New Year.
Corona and the
Jimmy V Foundation
Celebrate National
Margarita Day with a
CoronaRita!
February 22nd is national Margarita
Day, and what better way to celebrate
than with a delicious CoronaRita!
CoronaRitas are a combination of
a traditional or frozen margarita
accompanied by an upside Coronita
(a.k.a Corona Extra 7 oz. bottle). The
way the bottle is positioned (secured
with a CoronaRita clip), allows a
subtle, yet distinct Corona flavor to
slowly seep into the margarita while
the cocktail is being consumed.
Margaritas are the #1 selling
cocktail and Corona Extra is the #1
import beer, so take advantage of
the combination! The CoronaRita
will attract significant attention from
your customers, encourage tradeup and provide incremental sales
opportunities that will add more
profits to your bottom line!
In 2015 every purchase counts!
Corona will donate a portion of
proceeds from each case of Corona
Extra and Light sold, directly to the
V Foundation for cancer research.
Leveraging the universally recognized
cause ribbon, along with the newly
developed “Don’t Give Up” logo,
Corona will continue to connect
with basketball by utilizing hoop/net
materials to make it engaging and
relevant to consumers during the
March Madness
time frame.
Corona will
continue to
partner with the
V Foundation
by enhancing
the philanthropic
message, “Your
Corona Gets Us
Closer to a Cure”
throughout the season.
Pacifico Surf the
Mountain
For the third consecutive year, Pacifico is
the proud sponsor of the Burton U.S. Open
of Snowboarding, hosted in Vail, Colorado!
Again this year, there will be exciting,
accompanying POS and a merchandise
bundle inspired by snowboard culture.
Programs
Eat, Drink and Be Belgian with PALM
To “Eat Drink and be Belgian” is a wonderful dream that PALM wants to help make come
true for a lucky consumer and a companion! PALM is partnering with DRAFT Magazine and
Bon Voyage Tours to offer the opportunity for one lucky winner and a companion to win an
Amsterdam-to-Bruges Beer Vacation Cruise from Oct. 17th to 24th, 2015! The awesome
trip begins in eclectic Amsterdam, then, via private passenger barge, heads to energetic
Leuven, historic Dordrecht and on to bustling Bruges with plenty of time along the way for
private guided tours, free time... and serious beer! Among other breweries, the trip will
include a stop at the PALM brewery for a tour, a visit at the horse stables and a once-in-alifetime beer dinner in the Diepensteyn Castle. The contest is easy to enter via QR code or
online entry. To learn more about the contest, visit draftmag.com/Belgium. The sweepstakes
will run in retail from January to April, but will continue in the magazine until mid-August.
Harpoon Embraces #TheLongThaw
Spring in New England is fickle;
one day the crocuses are emerging
from the soil… and the next they’re
buried under a foot of snow.
Harpoon welcomes The Long Thaw,
and they want to hear how their
beer-loving friends are embracing
it! From January through March,
beer lovers are invited to share how
they’re embracing the season by
posting pictures to Facebook, Twitter
and Instagram using the hashtag
#thelongthaw. Each day of the
program, one winner will be chosen
at random to win two tickets to
Harpoon’s St. Patrick’s Festival at the
brewery in Boston (festival passes
only – no travel expenses included).
One Grand Prize Winner will receive a
trip for two to Iceland, the land of the
longest thaw! The Grand Prize winner
will be chosen at random. Show us
how you embrace #thelongthaw!
Dogfish Head 360 Experience
Anyone who knows anything about craft beer counts
Dogfish Head in Milton, Delaware, as one of their
bucket-list destinations. Now that their brewery
expansion is complete and the Dogfish Inn is
open for business, they’re giving consumers the
chance to win a craft beer experience of a lifetime
including airfare and a four-night stay at the Dogfish
Inn for the winner and three friends, a VIP brewery
tour, a private beer dinner at Dogfish Head Brewings &
Eats and to top it all off, Dogfish founder Sam Calagione will brew a beer in their
honor that’s ready to drink upon arrival! This is gonna be big!
Shipyard
Florida Brew Pub
& Baseball
This winter and
spring, Shipyard
Brewing Co. will be
awarding a lucky
winner and a guest
from Philadelphia,
South Jersey and Delaware, a
trip to the Sea Dog Tap Room
in Clearwater, Florida! The
program will run from February
16th through March 19th,
2015. The exciting trip for two
includes airfare, meal vouchers,
sampling at the Sea Dog
brewery in Clearwater, Florida,
a two night hotel stay and two
tickets to a Spring Training
game on March 29th at Bright
House Field! Consumers will
enter for a chance to win via
QR codes on Shipyard point of
sale posters, available both on
and off-premise, that will direct
participants to the sweepstakes
entry portal on the Shipyard
website. The drawing will take
place on March 20th!
RetailEDGE
Leveraging Your Brand
By George Latella
With the holidays behind us and the Super Bowl
around the corner, it’s still a great time for beer!
But as an “old school” marketer, I have a few problems
with how many other retailers are now handling holiday
shopping.
Did you shop at a big box store on Thanksgiving? Or did
you shop online while eating your turkey and enjoying a
beverage of your choice? How many emails, tweets and
text messages did you receive between November 15th
and December 25th? I think many retailers have gotten
out of control with trying to “one up” each other with
Black Friday and Cyber Monday. The holidays should be
spent with friends and family not worrying about getting
the best deal.
I am however a big fan of “Small Business Saturday” as
this supports everything I covered over the last few issues
regarding your Brand Strategy. Many of you are small,
family businesses that should benefit from this day.
How can you get a “Retail Edge” from being small?
What is your differential advantage? In other words,
what do you do better than the bigger competitors? You
probably can’t compete on price, but that is also the least
defendable position regardless of size. You can certainly
compete on the product, promotion and place which are
the other three “P’s” of Marketing.
Think of your “product” as all of the following:
1. All of the physical things you sell
2. Customer service
Each of these can be used as a competitive advantage.
You can tailor your products to fit the neighborhood and
local customers. If you have family running the business,
use it to your advantage! (My guess is that you know
many of your customers on a first name basis. If you live
near the business let them know that too. The money you
make stays in the neighborhood).
Do you adjust your hours based on customer
demand, day of the week, or time of the year?
Convenience means easy to shop. (Leverage the benefit
that your customers can get in/out quickly, or maybe they
want to “hang out” on the way home.) Local means close
to home or work, use it to your advantage. If you have
Millenial customers, know that they are willing to spend
more money to support local businesses.
You also have the benefit of speed being a small business.
Do you adjust your strategy based on the weather? How
about leveraging local events like food festivals? Do
you sponsor any local teams? Did a new office building
open nearby? Are you near a college? Grass roots event
marketing should be a big part of what you do, as the
bigger companies cannot. If you are using social media,
these are the types of things that receive the best
response.
5.Local
Of course, if you are like me, go “old school” with flyers,
call them on the phone or talk to them in person. This is
your best weapon against larger competition. This is the
“R” in CRM or Customer Relationship Management.
6. Family business
In the next issue, we will discuss marketing planning.
3. Hours of operation
4.Convenience
George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major at Saint Joe’s,
recently celebrated its 50th anniversary. Latella is also a partner in Beacon Marketing Group which provides marketing planning,
research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at glatella@sju.edu
or 610-660-2254.
The BeerGUY
Barrel-aged Beer… A Lesson on Aging Gracefully
By Steve Hawk
Wooden barrels
aren’t new to
brewing. Beer
has been stored
and aged that
way for centuries.
After Prohibition,
however, the
American beer industry dramatically
consolidated, and growing companies
sought larger storage methods and
a more sterile environment. This led
to the use of massive stainless steel
tanks, which soon became standard
practice.
The return to using wooden barrels
is an outgrowth of the craft beer
movement. When craft brewing
became popular, it inspired brewers
worth the price. Below are a few
standouts that your customers are
sure to appreciate.
Weyerbacher Brewing Company,
located in nearby Easton, PA, is
considered a pioneer of barrel-aging,
particularly in bourbon barrels. They
use this process to transform their
already complex beers into barrelaged versions of the originals with
even more nuance and flavor. For
example, through this process
their Old Heathen Imperial Stout
becomes a beer called Heresy;
their Blithering Idiot Barley Wine
becomes Insanity; Merry Monks, a
Belgian Tripel, becomes Prophecy;
and QUAD, another strong Belgianstyle ale becomes Blasphemy.
of dark chocolate, vanilla, toasted
coconut and a touch of dark cherry.
Keep an eye out for others in this
innovative series, as more are likely
to follow.
The Shipyard Brewing Company in
Portland, Maine also dedicates an
entire series to barrel-aged beer.
Their award-winning, limited-release
Bourbon barrel-aged ales are
carefully cellar-aged in small batches.
They put their traditional line of beers
into these barrels for three to six
months to allow them to absorb the
bourbon flavor and alcohol content.
Rotating beers in this series include
XXXX IPA, Imperial Stout, Double
Scottish, Smashed Pumpkin, Prelude,
and Barley Wine.
“…barrel-aged beers are meant to be enjoyed by people
who truly appreciate fine and complex beer.”
to try many different techniques,
including using recycled wooden
barrels. These barrels have residual
flavors and microscopic organisms
from the liquid they previously held,
which enhances the beer’s aroma
and taste. About a decade ago,
brewers discovered that aging beer
in bourbon barrels added vanilla
overtones to their beers. Later, some
began expanding the kinds of barrels
they used from wine and scotch to
brandy and rum, producing a wide
range of complex flavors.
The elements from the previous
liquids don’t transfer quickly, and
barrel-aging allows those natural
processes to run their due course.
Some barrel-aged beers can take two
or three years for their flavor to reach
its peak, as compared to just a few
months for most large-production
commercial beers. That’s why barrelaged beers are limited in their
availability and also more expensive.
But, most would agree that it’s well
These four styles are all very highalcohol brews on their own, and
the barrel-aging imparts even more
oak and whiskey flavors. They are,
therefore, considerably stronger than
conventional beers and may not be
suitable for all tastes.
Another brewing company that is
well-known for its barrel-aged beer
is Firestone Walker, in Paso Robles,
California. Their Proprietor’s Vintage
Series, for example, is a line of
carefully-crafted beers which clearly
demonstrates the rewards of cellaring
beer in barrels. Beers released
in this series include Parabola, a
Russian Imperial stout, introduced
in March 2014. It is one of their
most aggressive and sought-after
barrel-aged beers, featuring bourbon,
tobacco and espresso aromas, as
well as a hint of American oak.
Another release in this series is their
§ucaba, a true English barleywine. It
features boozy bourbon and American
oak aromas combined with hints
As the popularity of this method
grows, an increasing number of
breweries are now utilizing barrels
to some degree. Other barrel-aged
beers to watch out for include Angel’s
Share from The Lost Abbey, Allagash
Curieux and Russian Imperial Stout
as well as Old Guardian Barley
Wine from Stone Brewing Co. Even
hard cider can be aged through
this process. The Woodchuck
Private Reserve Barrel Select Series
combines the sweet and crisp taste
of apple cider with the smoky and
dry flavor of Kentucky Bourbon. I’m
getting thirsty just thinking about it.
As you make your selections, please
remember that, of all the beer styles
you offer, barrel-aged beers are truly
among the most special. They are a
labor of love for the breweries that
produce them and they are meant
to be enjoyed by people who truly
appreciate fine and complex beer.
®
3000 Meeting House Road
Philadelphia, PA 19154
This year, Guinness is driving consumers to “Get their
ShamROCK on!” Get in the spirit of St. Patrick’s Day by
enjoying your favorite selection of Irish beers. Celebrate
one of the most treasured holidays with Guinness Draught,
Guinness Blonde American Lager, Harp Lager, Smithwick’s
Irish Ale or Smithwick’s Pale Ale!
In 2015, Guinness will continue to recognize the
extraordinary work that firefighters do by once again
attempting to raise $1 million for the Leary Firefighters
Foundation in a campaign culminating on St. Patrick’s Day!
Guinness will be hosting extensive samplings across the
U.S. to drive support of these local heroes. This campaign
will succeed the ongoing, “Here’s to Heroes” campaign by
driving awareness with deeper media support. Guinness
will continue with its award-winning advertising campaign
to drive consumers to purchase their favorite Guinness
products. Consumers will have a chance to “Raise
a Glass” and donate to some of the world’s
most dedicated human beings.

D R I V E S - Origlio Beverage

Transcription

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