will never be the same

Transcription

Spring 2016 | V.88
ORIGLIO BEVERAGE
DRAUGHT BEER
WILL NEVER BE THE SAME
Retail Edge Seasonals The Beer Guy New Products Programs
LUKE BOWEN OF EVIL GENIUS | SPRING SELECTIONS | THE RESURGENCE OF LAGERS
Letter toTHE TRADE
Spring has sprung!
A
S THE WEATHER WARMS, YOU MAY WANT TO
consider making a few changes to your beer
lineup. Throughout the spring and summer
months especially, consumers are looking for thirstquenching, easy-drinking beers. Lighter, sessionable,
fruit-infused brews, ciders and flavored malt beverages
all sell very well this time of year.
Craft Business Daily recently took a closer look at IPA
sub-styles and found that although American IPAs
continue to be the largest sub-style, they’re slipping
– losing four share points last year. Imperial IPAs
are falling as well, having lost a little over two share
points. IRI’s Dan Wandel said that the data shows American and Imperial IPAs
have both lost share to session beers, which are up almost four share points,
and to fruit/veggie/spiced beers, which are up over one share point. “Session
and fruit/veggie/spiced beers alone gained over five share points within the craft
IPA category,” he says.
As you will see in this issue, numerous brewers are offering sessionable, fruitinfused brews in the upcoming months. Both Abita and Shipyard will release
new, year-round session IPAs made with citrus fruit in April, while Blue Moon’s
new spring seasonal, Belgian Table Pils (4.2%) is brewed with mandarin orange
peel, Harpoon’s new Camp Wannamango (ABV 5%) is made with – you guessed
it – mango and Shiner Prickly Pear (4.9%) features the red fruit of the prickly
pear cactus. Weyerbacher is releasing Tarte Nouveau with Blood Orange (ABV
3.9%), a session sour brewed with the sweet citrus fruit and Sam Adams Porch
Rocker (ABV 4.5%) is a tart and refreshing golden lager with a fresh lemonsqueezed taste.
Blueberry seems to be the fruit of choice in the FMB category, as Twisted Tea
Summer Blueberry, Woodchuck Summer Time and Redd’s Blueberry Ale are all
made with the “super fruit”. Smirnoff Ice is in on the fruit game as well with
their exciting new line, unlike anything else in the market! Smirnoff Ice Electric
(ABV 5%) will be available year-round this April. Offered in convenient 16 oz.
plastic bottles, these smooth and flavorful, non-carbonated FMBs are available
in Berry and Manadarin flavors.
In This
ISSUE
Cover Story�� 1
Brewer Highlight�� 2
Harrow Beverage�� 3
Maggie’s Waterfront Café�� 4
New Products�� 5
Seasonal Selections�� 8
Available Year-Round
Perfect for the Season�� 16
Programs�� 17
Retail Edge�� 20
The Beer Guy�� 21
Check out this edition of Heady Times for these offerings and many more,
available this spring. I would like to remind you how incredibly important it is to
stay current and satisfy the needs of your customers.
As always, thank you for your business.
Sincerely,
®
Dominic Origlio
President
Heady Times is published five times a year, courtesy
of Origlio Beverage.
CoverSTORY
Innovation and Family Tradition Take Heineken to
Newer, Greener Heights
2015 PROVED TO BE A PIVOTAL YEAR FOR
Dutch brewer, Heineken. Brand Heineken posted
positive growth trends last year, while Heineken
Light also gained momentum with sales up a full
18%, thanks in no small part to the ads featuring
Neil Patrick Harris.
Remember when Heineken was, “All About the
Beer”? This year the brewery is going back to its
roots with an ad campaign featuring actor Benicio
del Torro, that reminds consumers that Heineken,
still a family-owned company, is a storied brand
made under the watchful eye of Brewmaster Willem van Waesberghe.
It took van Waesberghe, who has a PhD in yeast, 15 years to become
a Master Brewer. His job is twofold: crafting this fine European lager
according to the Heineken family’s original recipe, while searching
for innovations that will deliver great tasting beer to consumers the
world over.
Heineken is no stranger to innovation. The slim can and star bottle
were both designed to enhance the beer drinking experience. BrewLock,
Heineken’s revolutionary new dispensing system, was
designed to provide drinkers with the taste of “brewery
fresh” draught beer.
Bill Weber of Flanigan’s Boathouse in Conshohocken pours a
Heineken from his BrewLock system
BrewLock promises to change the standard of draught beer,
bringing fresh-from-the-brewery taste right to your taproom.
Mark Lang, Channel Strategy and Shopper Marketing
Manager On-Premise for Heineken USA says, “It’s very
important to us that we are able to deliver the same beer
everywhere – the best possible draught beer, the same way
the original Brewmaster intended.”
The BrewLock system is simple; it consists of an inner and
outer wall. Unlike standard keg systems that use gas and
regulator systems to pressurize beer to the tap, BrewLock
relies on atmospheric air to squeeze the inner wall (where
the beer is kept), pushing the liquid through to the faucet.
BrewLock offers consistent, quality beer from start to finish.
The system (which costs less than $450.00 installed) easily
connects to existing lines, is simple to install and the one
way, single-use PET plastic kegs are 100% recyclable. They
are easier to maneuver, take up less space than standard
kegs and no deposit is required.
At Flanigan’s Boathouse in Conshohocken, Heineken pints have been
flowing from the BrewLock system for seven months. Owner Bill Weber
says, “It was an easy choice for me. The idea [of the beer] going from
brewery to keg with no interference just made sense. With all the
draught lines we have, this one stands out.” He notes that not only is it
easy to use and clean, his customers are noticing the fresh, crisp taste
and coming back for more.
Over the past year, BrewLock has helped Heineken gain momentum
on-premise. Heineken draught sales are up 20% in BrewLock converted
accounts. And the sales of Heineken
Light bottles have increased more than
26% in those same accounts. Heineken
USA credits the +1.25% sales lift in
Philadelphia to the success of BrewLock
and the “fresh from the brewery” taste
that it offers consumers.
Today’s drinkers crave authenticity, flavor
and history from their beers. Give your
customers what they want: Heineken.
www.origlio.com HeadyTimes v.88
1
BrewerHIGHLIGHT
Luke Bowen
Evil Genius Beer Co.
L
UKE BOWEN AND TREVOR HAYWARD, OWNERS OF EVIL GENIUS
Beer Co. met while obtaining MBAs at Villanova University. “It was
there that we decided to start a company together, and beer was
the natural choice,” says Bowen. “I was a homebrewer and beer fan,
and Trevor is Irish… enough said.”
“The name Evil Genius came to us during a long night of ‘research’ at a
local pub,” Bowen says. “We were totally overthinking the name and had
come up with a lot of ideas that I’m embarrassed to say out loud today.
Once we relaxed and let our creative juices flow, Evil Genius just popped
out. In the beginning, we were unsure about using the name. It had the
word EVIL in it and we wondered if that would give people the wrong
impression about the brand. But thankfully we dismissed that theory. The
name is actually the most complimented element of our company!”
Once the name was chosen, Hayward and Bowen decided to have their
beers brewed at a large contract brewery. Bowen says, “Starting our
company this way allowed us to pump out tens of thousands of cases on
a regular basis with a low startup cost. We were broke 20-somethings
and no one was going to give us $5 million to build a brewery. Our
goal was to brew high quality beer, while focusing on distribution
and expanding regionally. Evil Genius is now sold in six states and
Washington, D.C. through 17 wholesalers, with more coming into the
fold this year.”
After four years of contract brewing, the duo decided it was time to open
a brewery of their own, and they chose Philadelphia as the home! “We
wanted to be in Philly so badly,” says Bowen. “We live here, we went to
school here… this is our home, but it was really hard to find the right
spot.” But eventually, they did. Bowen and Hayward will be opening the
doors of the Evil Genius Brewery on Front Street in Fishtown later this
year. “Being affiliated with such a great beer city like Philadelphia will be
a huge boost for our brand. Hopefully it will get us recognized outside of
our home market,” says Bowen.
Bowen says that owning his own brewery will allow him to create
specialty beers like sours, lagers and unfiltered IPAs that aren’t possible
to make in their current situation. But what he is most excited about
is having people experience what Evil Genius is really about. “I think
everyone will be blown away when they see what we’re building here in
the city,” he says.
Part of the new brewery will be in the hands of Brewmaster Jon
Defibaugh, who recently joined the Evil Genius team. Bowen gushes, “He
was the head brewer at Tired Hands Brewing Co. before he started with
us. Jon has a lot of creative ideas and connections within the industry.
We want him to experiment. That’s why he’s here, and we’re excited to
see what he comes up with!”
With such names as Ma! The Meatloaf!, This One Time at Band Camp,
I’ll Have What She’s Having and Purple Monkey Dishwasher, it would be
remiss to talk about Evil Genius without mentioning the insanely creative
names of their beers. “Everyone on our team, even people who don’t
work for Evil Genius, have named our beers,” says Bowen. “The rule is,
if it doesn’t make us laugh, we don’t use it. It’s as simple as that. I get
a ton of people asking where they can find our dry-hopped farmhouse
2
HeadyTimes v.88 www.origlio.com
IPA, Shut Up, Meg! because their wife or
girlfriend is named Meg.”
But of course, it’s not all about the names.
Evil Genius is known for creative brews
made with interesting ingredients. Like
Trick or Treat Chocolate Pumpkin Porter, for
example. It’s Bowen’s favorite and he says,
it’s the beer that got them noticed. “I would
say it’s the most difficult beer to brew
because we use real pumpkin, spices and
natural chocolate. There’s a lot to juggle.
But people go crazy for it.” People also love
their chocolate peanut butter porter, Purple
Monkey Dishwasher. Bowen says, “Often
times people order it because the name
is so out there. But then they got nuts for
the flavor. It’s not too sweet, too heavy or
artificial tasting. We’re very proud of that
beer and we sell a ton of it.”
The brewery’s newest year-round offering,
This One Time at Band Camp, is a double
IPA with a twist – the same blend of hops
is never used twice! “We came up with the
idea because we like brewing with different
combinations of hops,” Bowen says. “It
gives us the chance to release a beer with
the same malt bill, but with a different hop
blend, to really accentuate the differences
between them. We plan on releasing this
beer three times a year with a different
select hop bill.”
When asked which three beers (from any
brewery) he would want with him if stuck
on a desert island, Bowen answered, “I
would be very thirsty, so definitely Allagash
White because I can drink that all day. Then
I would say something hoppy… some cans
of Sierra Nevada Pale Ale would be perfect.
That is the first craft beer I fell in love with.
It’s my go-to. My third choice would be
Purple Monkey Dishwasher – I can’t live
without it.”
Off-PremiseSPOTLIGHT
Harrow Beverage
S
UCCESS CAN BE DEFINED IN A NUMBER OF WAYS, BUT HARROW
Beverage co-owners, Scott Hillman and Carol Brubaker, attribute
the success of their new beer distributor to years of careful
planning, a great variety of beer and an inviting store layout.
Although Hillman and Brubaker are new to the Bucks County beer
scene, the beer business has been in Hillman’s blood for quite some
time. “Back in the old days, when beer was delivered to people’s
houses like milk, my dad would let us kids ride in the truck on some
of his deliveries,” recalls Hillman. “That memory from a young age is
what sparked my interest in this business. It’s been great to finally
open Harrow Beverage after all these years and the support of our local
community in Ottsville has been overwhelming.”
“Before we opened, Doylestown and Quakertown were the closest places
to go for a great selection of beer,” says Brubaker. “It was a hike for
those who live in this area. We saw the need to open a store with a large
assortment of beer, and so far the feedback has been very positive. We
usually see three to four new customers a day!” Hillman and Brubaker
have been pleasantly surprised by the range of people that come into the
store and they are doing a tremendous job of catering to the beer lovers
in the community. “This part of Bucks County has a diverse demographic.
Our customers range in age and beer preference, so we try to offer
something for everyone,” says Hillman.
Scott Hillman and Carol Brubaker, co-owners of Harrow Beverage
on Tabor Road in Ottsville
To ensure profits and happy shoppers, the very clean,
bright store was laid out in a thoughtful way. Wide aisles
allow customers to browse the store, and a grid-format
floorplan was designed specifically so patrons would
not be overwhelmed by the large selection. While the
focal point of the distributor is a massive 21-door cooler
that encompasses an entire wall of the store, warm
cases are neatly shelved with clear pricing provided
for each. Brubaker credits a couple Origlio employees
with maximizing the space they had to work with. “Mike
Sacchetti and Jeff Stiles have been wonderful,” says
Brubaker. “They made sure the store was laid out in a
way that helps customers easily navigate our vast selection.”
With a background in grocery, Jeff Stiles Off-Premise District Manager at
Origlio Beverage knows how to get the most out of a store layout. “It’s
smart to put higher priced items in heavy traffic areas,” he says. “In the
case of Harrow Beverage, the majority of their inventory is kept in the
cooler, and of course shoppers are always looking for cold beer, so we
made sure to place the higher profit items between the front door and
the cooler. This way, customers actually pass these products twice –
once when they walk to the cooler, and again when they head back to
the register, which is placed near the entrance. We also created shorter
isles with endcaps to provide more visibility of the products displayed at
the end of the isle. We worked together for months prior to their opening
to make sure the store had a good flow that caters to the customer and
the retailer.”
Stores come and go, but the early success of Harrow Beverage suggests
that this distributor will stand the test of time. “We’re excited to see
where the future takes us,” says Hillman.
3
On-PremiseSPOTLIGHT
Maggie’s Waterfront Café
W
HERE IN PHILADELPHIA CAN YOU FIND SCENIC VIEWS OF
the Delaware River, 60 different beers on tap and impeccable
service? At the newly renovated Maggie’s Waterfront Café on
North Delaware Ave.!
To create a location unlike any other, owner Kevin Goodchild has
renovated Maggie’s several times since he purchased the space in
2008. GM Jay Murphy, a native of Ireland, explains the most recent
upgrades, “The bar on the first floor was extended, three additional
dining rooms were added, tripling our capacity and a beautiful event
space was built upstairs.” Perfect for any celebration, the new event
room is adorned with a granite-topped bar, exposed brick walls and rich,
dark hardwood floors, while large windows offer magnificent views of
the river.
Equally impressive, the downstairs area also features a granite-topped
bar surrounded by large windows, immersing the space in natural light.
“Basically no matter where you’re seated, you’ll have a view of the
water,” says Murphy. “It’s one of the things that make this place so
special.”
Another is the beer selection. “We offer 60 different beers on tap in
addition to a large assortment of bottles. Forty-two taps are showcased
at the first floor bar. Those lines are split and run upstairs where we
offer an additional 18 draught options,” says Murphy. “We carry all the
big domestic beers on tap and we dedicate about 10 lines to those
beers that sell really well, including Lagunitas IPA and Dogfish Head 60
Minute. Twelve to fourteen lines are reserved for IPAs and pale ales,
while at least two ciders and four to five fruit-infused beers are offered
at all times. For the remainder of the lines, I look to my sales reps and
BeerAdvocate for the newest, hottest brands.”
Murphy creates beer lists (more like booklets), available at the bar, that
describe all the beers being offered on draught, categorized by flavor
attributes (ex. dark and roasty, crisp and bright, toasted and nutty). ABV,
style, price and pour size are also provided. “The last page is dedicated
to beers ‘on deck’,” says Murphy. “Once a keg has kicked, I put a red
sticker next to its name and a green sticker next to the beer [from the
‘on deck’ list] that will replace it. This way I don’t have to print new lists
all the time.”
Having so many beer options means that staff education is very
important. “Our bartenders and servers are all well-versed on the
selection,” says Murphy. “They are expected to try each beer on tap and
read up on the details in order to convey the information to interested
guests.” To ensure that this is being done, the staff is given written
quizzes weekly.
Maggie’s kitchen offers everything from soup and sandwiches to seafood,
pasta and steak, all made from scratch. The menu was created to
provide customers with the ultimate food and beer experience. “We want
to make sure there’s a beverage and an entrée that suits every guest’s
needs,” says Murphy. “I think the selection of both is what keeps people
coming back and why Maggie’s appeals to such a diverse crowd.”
However, Murphy knows that selection alone doesn’t create loyal
customers. “We offer our guests top notch service,” he says. “In Ireland,
they call bar managers publicans because there is such an emphasis on
4
Jay Murphy, General Manager of Maggie’s Waterfront Café on
N. Delaware Ave. in Philadelphia
working with the public. I make it a point
to interact with customers and so does the
staff. My favorite part of the job is having
the ability to change someone’s day for the
better.”
The excellent service at Maggie’s includes
their ‘Honoring our Heroes program’. “Every
Monday we offer 50% off the entire party’s
check for all retired and active military,
police, fire and EMS,” says Murphy. “Kevin
is very passionate about giving back to
those men and women who make a
difference in the world. It’s the very least
we can do.”
With a packed house every day of the
week and more than 12,000 “likes” on
Facebook, Maggie’s Waterfront Café is
clearly a Northeast hotspot. “We will
continue to evolve and grow. You have
to,” says Murphy. “We recently purchased
the lot next to the bar to offer additional
parking and our new outdoor patio,
complete with a fire pit, will be ready for
outside drinking and dining this spring/
summer.” As if these guys aren’t busy
enough, a second Maggie’s location was
opened in the Poconos that is successfully
up and running.
NewPRODUCTS
1911 Hard Ciders
Blue Moon Redesign
The 1911 brand is based
on 100 year-old traditions
of quality and innovation
in apple farming that
began when George Skiff
and Andrew Beak founded
Beak & Skiff Apple Orchards in 1911. The same
personal touches are applied today to every bottle of
their premium ciders. 1911 Hard Ciders are made from
apples grown in the orchard in LaFayette, New York and
fermented on the same property. Quality and freshness
of these ciders is guaranteed, as every apple tree is
planted, trimmed and cared for on the same land that
has been family owned and farmed for five generations.
Beer consumers are drawn to Blue Moon for the
flavorful, refreshing taste and the iconic orange peel/
glass combination they experience on-premise. However,
younger (legal) beer
consumers have expressed
that their experience with
Blue Moon on-premise isn’t
reflected on off-premise
packaging. This feedback
led to Blue Moon’s exciting
package change!
1911 Original Hard Cider
A semi-dry sparkling cider made from a
special blend of apples, 1911 Original Hard
Cider combines the crispness of freshly
picked apples with a clean, refreshing
finish. This balanced and perfectly tart cider
is aged with American oak. ABV: 5.5%
Packages: 12 oz. bottles and draught
Availability: Year-round, beginning
in April
1911 Raspberry
Hard Cider
Semi-sweet and sparkling, this cider opens
with a fruit-forward body and a lingering
burst of raspberry on the finish. ABV: 5.5%
Availability: Year-round, beginning in April
1911 Blueberry Hard Cider
The flavors of apple and blueberry intertwine
smoothly and result in a lasting fruity finish in
this semi-sweet sparkling cider. ABV: 5.5%
The packaging, which will
drive stronger shelf visibility,
appears more confident,
high quality, simple, bright and refreshing. The strong
Blue Moon brand equities – the banner and moon –
are now larger and more pronounced. Also, the orange
peel/glass combination is now
featured on secondary packaging
to align off-premise experiences
with the familiar combination.
Availability: Year-round,
beginning in April
Corona Light 1/4 Kegs
Corona Light is now available in 1/4 kegs! A
full calendar of programming and activation
will not only help drive Corona Light draught
sales during the summer months, it will help
keep sales up well into the
fall. In addition, the look
and feel of the Corona
Light pint glass and
POS has been updated
to keep the presence of
Corona Light feeling fresh.
Availability: Now, year-round
1911 Hard Cider
Variety Pack
The 1911 Hard
Cider Variety Pack includes
the cidery’s three core
ciders (Original, Raspberry
and Blueberry) in one
convenient mix pack.
Availability: Yearround, beginning
in April
Pacifico 24 oz. Cans
Already available in 12 oz. bottles (6 and 12
packs), Pacifico now comes in convenient
24 oz. single serve cans! Availability: Now,
year-round
5
NewPRODUCTS
Traveler IPA Shandy
Moosehead Radler
A match made in hop heaven, Traveler IPA
Shandy is a wheat ale brewed with citrusy
hops and grapefruit, marrying IPA vivacity
with shandy refreshment. Embrace the
unconventional. ABV: 4.4% Package: 12 oz.
bottles only Availability: Year-round, beginning
in April
A refreshing blend of beer infused with
natural fruit flavors, Moosehead Radler
uses three fruits (grapefruit, grape
and lemon) for a truly unique flavor.
ABV: 4% Package: 12 oz. cans only
Traveler Grapefruit Shandy
12 Pack Cans
Previously called Illusive Traveler, Traveler Grapefruit
Shandy is a deceptively delicious wheat beer brewed
with real grapefruit – now
available in 12 oz., 12
pack cans. This refreshing
elixir delivers a satisfying
citrus aroma and flavor
then quickly disappears,
leaving you searching
for another. ABV: 4.4%
Availability: Year-round,
beginning in April
Mike’s Harder
Original Orange Soda
This is a classic orange soda with an 8%
HARDER kick. Note the natural orange
aroma with a subtle hint of vanilla. The taste
is crisp and clean just like the soda fountain
orange soda we all love. It finishes with a
minimal aftertaste, and lingering hints of
orange. ABV: 8% Package: 23.5 oz. cans
only Availability: Yearround, beginning in April
Palm Breeze Variety Pack
Smirnoff Ice Electric
Smirnoff Ice Electric is unlike anything else on
the market! Smooth and flavorful, these noncarbonated premium malt beverages are
made with cane sugar and are available
in Berry and Mandarin flavors. Offered
in re-sealable plastic bottles, Smirnoff
Ice Electric is a game changer!
ABV: 5% Package: 16 oz. plastic
bottles only Availability: Year-round,
beginning in April/May
Smirnoff Ice Spiked
Smirnoff Ice has expanded their lineup with new
Smirnoff Ice Spiked! These ramped-up FMBs (8% ABV)
are available in Original, Hurricane and Screwdriver
flavors. ABV: 8% Package: 24 oz. cans only
6
The new Palm Breeze Variety 12 pack includes:
Pineapple Mandarin Orange, Ruby Red Citrus, and
new Strawberry Pineapple. Strawberry Pineapple has
a pineapple forward aroma and a balanced strawberry
back end. The taste is tart
and crisp with a good
balance of strawberry
and pineapple. This mix
pack is the perfect way
to start a vacay every
day. Availability: Yearround, beginning
in April
Harpoon Sweet Spot
Harpoon’s newest year-round
offering is a refreshing golden ale.
Light in color, full of flavor, not too
hoppy, not too malty, complex, but
easy drinking, this beer is brewed
to be just right. Classic German
noble hops provide a clean hop
aroma, while the malt combination
adds depth – a balancing act of
the finest ingredients for a beer
that hits the Sweet Spot. ABV: 4.8% Packages: 12 oz.
bottles, 12 oz. cans and draught Availability: Yearround, beginning in May
NewPRODUCTS
New Packaging for Unibroue
Abita Big Easy IPA
After 25 years, the packaging for Unibroue’s core lineup
has been updated! The change was made to convey
more information about the products to consumers.
Although the design remains true to tradition, the
new packaging includes information that savvy beer
drinkers are looking for. The bottle labels
have been tweaked slightly and now
incorporate more pronounced ABVs and
beer styles, while the side of the carriers
include beer style, ABV, IBUs, food
pairings, history and suggested serving
temperatures. Additionally, for a more
uniform look, all of Unibroue’s 12 oz.
bottles will be topped with silver foils.
Availability: Now!
Like life in New Orleans, this beer goes down easy.
Abita’s newest year-round offering is a session IPA,
brewed with lemon peel and
dry-hopped with Cascade,
Amarillo, Centennial and
Simcoe for a hoppy
aroma of citrus, fruit
and pine. ABV: 4.5%
Package: 12 oz. bottles
only Availability: Yearround, beginning in April
21st Amendment El Sully
Who is El Sully? Grab a can of this
Mexican-Style lager, head to the
nearest beach, even if it’s imagined,
and perhaps he’ll come to you.
ABV: 4.8% Package: 12 oz. cans only
Availability: Now, year-round
Allagash Sixteen Counties
This beer was named to honor the rich
tradition of farming in the sixteen counties
of Maine. The beer is brewed with malted
Maine-grown barley, unmalted Maine-grown
red wheat and Maine-grown organic oats.
Sixteen Counties has a bright copper hue
with aromas of lemon rind, flowers and
candied grapefruit. The first sip opens
with herbal hop notes, wheat cracker
and citrus and ends with a balanced,
dry finish. Allagash is proudly donating
a portion of the proceeds from this beer
to help support sustainable agriculture
and family farming in Maine. ABV: 7.3%
Packages: 750 ml bottles and draught
Availability: Year-round, beginning in May
Coronado
Orange Avenue
Wit Cans
Coronado’s refreshing, light-bodied brew,
rife with citrus zing and a hint of earthy
spice, will be available in 12 oz. cans
this spring! Availability: Yearround, beginning in April
Spring House Cans
Three Spring House favorites are now available yearround in 12 oz. cans! Enjoy Big Gruesome Chocolate
Peanut Butter Stout, The Astounding She-Monster
Mango IPA and Lexicon Devil Grapefruit Pale Ale all in
the convenient aluminum package! Availability: Now,
year‑round
Shipyard Island Time IPA
Island Time IPA is an easy drinking session IPA with a bright, West Coast hop profile. A bouquet of
grapefruit and pine contributed by Amarillo and Simcoe hops is followed by a smooth hoppy finish.
This refreshing IPA will transport you to your Island Time no matter where you are. ABV: 4.5%
Packages: 12 oz. cans and draught Availability: Year-round, beginning in April
7
SeasonalSELECTIONS
When Demand Exceeds Supply
Yuengling Summer Wheat
Many of our craft seasonal and specialty releases are
available in limited or extremely limited quantities.
Breweries only produce a certain amount of their
specialty beers and 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.
Yuengling Summer Wheat is a German
weizen-style beer with a slightly hazy
appearance and overtones of banana
and clove. Brewed with a refreshing
blend of wheat & barley malts and
authentic Bavarian-style, top fermenting
yeast, Summer Wheat pairs well with
cheese, seafood and poultry. ABV: 4.6%
Availability: April
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.
A Variety of Travelers
Shandy Medley
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.
Blue Moon Belgian Table Pils
This summer, Blue Moon takes inspiration from
the pilsners of Europe to create a sessionable
craft beer. Blue Moon Belgian Table Pils is a
Belgian-style pilsner brewed with mandarin
orange peel and 2-row Moravian barley for
a balanced, refreshing summertime beer.
Light to medium in body, Table Pils features
a light sweetness with a very low, balanced
bitterness and a sweet finish from the
mandarin orange. Pair it with fish tacos,
chicken stir-fry and orange sorbet. ABV: 4.2%
Packages: 12 oz. bottles, 12 oz. cans and
draught Availability: April
Redd’s Blueberry Ale
Redd’s Limited Pick Blueberry Ale is a refreshing
reminder that summer is not far away. A clear,
crisp appearance with mild carbonation and
light mouth feel are accompanied by ripe
blueberry tones that are further enhanced
by true-to-fruit tartness and sweetness.
ABV: 5% Packages: 12 oz. bottles and
16 oz. cans (and in the Redd’s Variety Pack)
Availability: April
8
The Shandy Medley includes:
Traveler Grapefruit Shandy,
a deceptively delicious wheat
beer made with real grapefruit;
Curious Traveler, a wheat ale
with real lemon and a touch of
lime added for a bright, juicy
citrus aroma and flavor; Traveler
IPA Shandy, a wheat ale brewed with citrusy hops &
grapefruit and Time Traveler Strawberry Shandy,
a vibrant wheat beer made with real strawberry for a
subtle, yet complex flavor. Availability: April
Traveler Can Pack
The Traveler Can Pack
includes Curious Traveler
Shandy and Grapefruit
Shandy, both in 12 oz.
cans. Availability: April
Coney Island
Concession Stand Variety Pack
Concession Stand is Coney Island’s hard soda variety
pack. It includes: Hard Orange Cream Ale, an
amalgamation of orange, vanilla and spice inspired by
the deliciously unexpected concoctions you only find on
the boardwalk; Hard Ginger Ale, a tantalizing libation
enhanced with exotic
West African ginger
and Hard Root Beer,
a new twist on an old
favorite – with hints
of vanilla, licorice and
birch. Availability: April
SeasonalSELECTIONS
Samuel Adams Summer Ale
Golden, hazy and thirst quenching, this American
wheat ale balances bright, citrus Noble hops and
spice for a lively brew that’s perfect on a warm, sunny
day. ABV: 5.3% Packages: 12 oz. bottles, 12 oz.
cans and draught Availability: Mid-March
Samuel Adams Porch Rocker
Tart and refreshing, Porch Rocker is a crisp, golden
lager with a fresh-squeezed lemon taste. This
unique quencher is perfect for warm weather
drinking. ABV: 4.5% Packages: 12 oz. bottles,
12 oz. cans and draught Availability: March
Samuel Adams Adventures
in Lager Variety Pack
This collection of six distinctive Samuel Adams
lagers includes: Boston Lager, full-flavored
with a balance of malty sweetness contrasted
by hop spiciness and a smooth finish; Noble Pils,
brewed with all five Noble hops from the world’s
oldest growing regions for a distinct and complex hop
character; Double Black, a dark, rich, roasty brew
with subtle notes of caramel & chocolate sweetness
and an unexpected fresh, crisp finish; Ella Blanc IPL,
a combination of an IPA’s hoppiness with a lager’s
crispness, this IPL is made with piney and tropical
Australian Ella hops and floral and wine-like, German
Hallertau Blanc hops, creating a flavorful beer with a
delicately distinguished hop character; Double Bock,
intense and warming, this indulgent lager is brewed with
over a half-pound of malt in each bottle and Double
Pilsner, an abundance of
Hallertau Mittelfrueh Noble hops
gives this beer an unmatched
flavor dimension and complexity.
Availability: Limited quantities
in April
Samuel Adams
Summer Variety Pack
Samuel Adams’ 2016 Summer
Variety Pack includes: Boston
Lager, full-flavored with a
balance of malty sweetness
contrasted by hop spiciness and
a smooth finish; Summer Ale,
crisp and tangy with refreshing
lemon peel and a hint of pepper from rare Grains of
Paradise; Belgian Session, Sam Adam’s version of a
traditional Belgian ale; Whitewater IPA, has the intense
hop character of an IPA with the crisp wheat character
of a white ale; Heaven or Helles, a bright lager with a
light hoppiness & smoothness and Got To Gose, slightly
tart with a pinch of salt. Availability: Late March
Samuel Adams Beers of Summer
Can Variety Pack
The Sam Adams Beers of Summer Can Variety Pack
includes: Summer Ale, crisp and tangy with refreshing
lemon peel and a hint of pepper from rare Grains of
Paradise; Porch Rocker, tart and refreshing, a crisp
golden lager with a freshsqueezed lemon taste and
Downtime Pilsner, a laid
back golden pilsner with
the floral spiciness of Noble
hops and the fruit and citrus
character of new German
varieties. Availability: April
Samuel Adams Longshot
This variety pack contains the three winning brews
of the 2015 Sam Adams Longshot Homebrew
Competition: Tim Thomssen’s Raspberry Berliner
Weisse, bright notes of raspberries are balanced
by refreshing tartness, followed by a wonderful fruity
sweetness and clean finish; Kevin Nanzer’s Nanzer’s
Belgian Golden Ale, notes of fruit, clove and pepper
in the aroma are balanced by subtle malt
character with a clean citrus taste and
bitterness from the hops and Colin Foy’s
Neighborino Flanders Red Ale, brewed
the traditional way with “younger” beer
blended with mature beer that has been
aged in wood for several months, while
Brettanomyces and Lactobacillus labor
to produce fruity, tart and acidic flavors.
Availability: Limited quantities in April
Angry Orchard
Orchard Sampler
Angry Orchard’s seasonal variety
pack includes: Crisp Apple,
Green Apple, Hop’n Mad,
Stone Dry, Summer
Honey and Elderflower.
Availability: MidMarch
Twisted Tea
Summer Blueberry
The flavors of blueberry and real iced tea come
together in Twisted Tea’s refreshing spring/
summer seasonal. ABV: 5% Package: 12 oz.
bottles only Availability: April
9
SeasonalSELECTIONS
Harpoon Camp Wannamango
Smirnoff Ice Hurricane Punch
Harpoon’s new summer seasonal is a pale ale that
begins with a subtle tropical aroma and finishes
with a kiss of mango. Golden-copper in color,
Camp Wannamango is light in body with a slight
hop bitterness and a malty sweetness. ABV: 5%
Packages: 12 oz. bottles, 12 oz. cans and
draught Availability: March
Punch is an instant crowd pleaser,
but it’s challenging for consumers to
make. Blended to perfection, Smirnoff
Ice remixes a New Orleans classic with
a refreshing splash of original lemonlime and a hint of carbonation in their
new spring seasonal, Hurricane Punch.
With real fruit flavors and balanced
sweetness, this complex drink is easy
to enjoy without the fuss. No recipe, no
mixing and no searching for the right bowl! ABV: 5.8%
Package: 11.2 oz. bottles only Availability: April
Harpoon
Summer Vacation Mix Pack
You don’t need to take time off to enjoy a vacation
(although it certainly helps!). Sure, taking over a
beach house is great, and a night in the mountains
can be fun, but there’s a lot to be said for taking the
summer as it comes. With fresh Harpoon beer, some
friends, a grill and summer weather,
even an afternoon at home can
be a vacation. Harpoon’s Summer
Vacation mix pack includes: Harpoon
IPA, new Camp Wannamango, Take
5 and UFO Big Squeeze Shandy.
Take a vacation, anytime you want –
with Harpoon! Availability: April
UFO Explorer Can Mix
Adventure is great all year, but
nothing beats the explorations
that summertime brings. Case in
point (literally!), the UFO Explorer
Can Mix. Be it hiking, camping,
beaching, boating, barbecuing or
anything else that your calendar
brings, the UFO Explorer Can Mix
is sure to become a favorite summer
sidekick. This mix includes the delightfully spiced
and citrusy UFO White, the grapefruit-kissed UFO Big
Squeeze Shandy, the all-natural raspberry stylings of
UFO R.A.Z., and the lip-smacking UFO Hefeweizen.
Happy exploring! Availability: March
Woodchuck Summer Time
Summertime is the perfect time for sipping
cider. Woodchuck Summer Time delivers a
crisp apple cider topped off with a touch of
blueberry juice. This seasonal cider is crafted
to be as refreshing as a summer day is long.
draught Availability: March
10 HeadyTimes v.88 www.origlio.com
Smirnoff Ice
Seasonal Variety Pack
Full of limited edition, coolerready cocktails, this seasonal
variety pack includes: Smirnoff
Ice Screwdriver, Hurricane
Punch, Strawberry Bellini
and Watermelon Mimosa.
Availability: May
Mike’s
Hard Watermelon Lemonade
Mike’s Hard Watermelon Lemonade is made
with freshly picked watermelons, providing an
amazing taste of summer. Dark pink in color
with a ripe melon aroma, Hard Watermelon
is an amazingly refreshing blend of ripe
juicy watermelon and tart lemonade.
ABV: 5% Package: 11.2 oz. bottles only
Availability: April
Shiner Prickly Pear
Back this year after a wildly successful
rookie campaign, Shiner’s spring/
summer seasonal is a refreshing lager
that features the red fruit of the
Prickly Pear Cactus. This beer has an
aroma of strawberries, watermelon
and honeydew with a tart mouth
feel, reminiscent of apple.
ABV: 4.9%. Packages: 12 oz.
bottles, 12 oz. cans and
SeasonalSELECTIONS
Sierra Nevada Beer Camp
Across America Variety Pack
Dogfish Head
Romantic Chemistry
The largest craft beer celebration
in history returns for 2016!
This year, Sierra teamed up
with talented brewers from
every corner of the country
to create a one-time-only
mixed pack of beers that
showcases the art, spirit and
attitude of American craft beer. Each
pack will contain six all-new beers (two of each
style) created in collaboration with six regional brewing
teams. This year’s pack contains: NorCal & Hawaii
Collaborators – West Latitude: Session Rye with
Hibiscus; Southwest Collaborators – Stout of the
Union: Robust Stout; PNW & Rockies Collaborators
– Moxee-Moron: Imperial Session IPA; Midwest
Collaborators – Family Values: Imperial Brown Ale
with Cocoa; Northeast & Mid-Atlantic Collaborators
– Pat-Rye-Ot: Revolutionary Pale Ale; Southeast
Collaborators – Sweet Sunny South: Southern Table
Beer. Availability: May
What you have here is a serious IPA shacking
up and hunkering down with mango and
apricots. At the same time! Romantic
Chemistry is brewed with an intermingling of
mangos, apricots and ginger, and then dryhopped with three varieties of hops to deliver
a tropical fruit aroma and a hop-forward
finish. It’s fruity, it’s hoppy, it’s tasty!
ABV: 7.2% Packages: 12 oz. bottles
and draught Availability: Now!
Sierra Nevada Summerfest
Narragansett Del’s Shandy
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
with a spicy, floral hop character from
the use of traditional European hops.
Sierra Nevada
Summer Pack
Sierra’s 2016 Summer Pack
features four beers ranging
from fruit-forward and hazy to
crisp and hoppy for endless
enjoyment in the summer sun.
The mix includes: Pale Ale, Nooner Pilsner,
Hoppy Lager, and an all new session IPA, 11.5 Plato.
Availability: May
Sierra Nevada Hoptimum
This massive double IPA pushes the
extremes of hop flavor. It is aggressively
hopped, dry-hopped AND torpedoed
with exclusive new hop varietals
for ultra-intense and resinous hop
flavor and aroma. ABV: 10.4%
Availability: May
Dogfish Head Squall IPA
Continually hopped and brewed with three
types of malt, this double IPA is also dryhopped with Simcoe, Amarillo, Palisade
and a special hop varietal. ABV: 9%
Packages: 750 ml bottles and draught
Availability: Very limited quantities
in March
Del’s Shandy is a collaboration between the
iconic Rhode Island beer and the region’s
favorite summertime treat, Del’s frozen
lemonade. The two flavors are combined to
create a most refreshing summertime adult
beverage. One sip leads to another. Taste and
enjoy for yourself… it’s refreshingly different!!
ABV: 4.7% Packages: 12 and 16 oz. cans
and draught Availability: April
Narragansett Clam Shack
Summer Variety
Narragansett’s 2/12 pack summer variety contains
12 oz. cans of: Narragansett Lager, a crisp and
refreshing classic American lager; Summertime
Citra, a superbly balanced golden ale made with
2-row pale malt and Citra hops and Del’s Shandy, a
refreshing combination
of Narragansett Lager
and Del’s lemonade.
You can’t have the
perfect summer bash
without the Clam
Shack Variety Pack!
Availability: April
www.origlio.com HeadyTimes v.88 11
SeasonalSELECTIONS
Sixpoint Jammer
Weyerbacher Line Street Pilsner
Jammer is an ale brewed with sea salt
and coriander – an ancient beer style,
re-formulated to quench the sticky heat
of summer. It’s sour, it’s salty and it’s
slammin’. It’s Mad Science. ABV: 4%
Packages: 12 oz. ‘sleek’ cans and draught
Availability: March
A hoppy pilsner with great flavor and a
not-so-menacing ABV, Line Street Pilsner
pours a bright, deep yellow with a pleasant,
light citrus aroma. The brewery’s twist
on a Czech pils using Centennial and
Mandarina Bavaria hops, this beer has a
crisp, refreshing bitterness up front that
fades into a dry, palate-quenching finish.
Bright, crisp and hop forward – that’s Line Street Pils.
ABV: 5.3% Packages: 12 oz. bottles and draught
Availability: May
Lagunitas Equinox
This creamy, pale oat ale is hopped up with a
huge charge of Equinox and Simcoe hops for
a piney, eucalyptusy, cedary, sprucey, foresty
blast. ABV: 8% Packages: 22 oz. bottles and
Lagunitas Lucky 13
This ultra-mega-mondo red ale was
first made in 2006 to celebrate
thirteen years of brewing ultramega-mondo red ales. ABV: 8.8%
Packages: 12 oz. bottles and
Lagunitas The
Waldos’ Special
Part of Lagunitas’ One Hitter
series, The Waldos’ Special is
herbaceous, botanical, dank
and resinous. ABV: 11.1%
Packages: 12 oz. bottles and
draught Availability: Very limited
quantities in April
Rodenbach Alexander
Rodenbach Alexander is a reddish brown fruit beer
with a taste of sour cherries, a hint of oak from
the barrel-aging process and a slight almond flavor
from the macerated cherry pits used in brewing.
This is a recreation of the legendary beer created
by Brewmaster Rudi Ghequire and named after
one of the four original Rodenbach brothers. Tart
and slightly dry, this limited edition beer has a
long finish, much like that of a good Burgundy
wine, and is a terrific aperitif. It also pairs
exceptionally well with blue cheeses and creamy
desserts featuring warm cherries. Alexander can
be enjoyed now, or after being cellared for many
years. ABV: 5.6% Package: 750 ml bottles only
Weyerbacher IPA #1
The first IPA release of this series, IPA #1
features a blend of classic hops, Centennial
and Cascade, along with new varieties,
Calypso and Equinox. This IPA has citrus
and floral notes that meld into citrus and
tropical flavors with an herbal undertone
that ties it all together. ABV: 5.5% Packages: 12 oz.
bottles and draught Availability: April
Weyerbacher Wit
Wit is a crisp and hazy Belgian-style
wit beer. Coriander, orange peel,
Grains of Paradise and star anise
give a light spiciness to the aroma.
This refreshingly crisp wheat ale
finishes with just a hint of tartness.
ABV: 4.6% Packages: 12 oz. bottles
Weyerbacher Tarte Nouveau
with Blood Orange
Weyerbacher added blood orange to Tarte
Nouveau, their session sour beer, kettlesoured with lactobacillus. The result? The
pour has a nice, effervescent head with
a big, citrus aroma. First sip has a tart
bite with a lingering orange/citrus flavor.
The finish? Clean and crisp. ABV: 3.9%
Packages: 12 oz. bottles and draught Availability: May
Weyerbacher Last Chance IPA
with Apricot
Last Chance IPA with Apricot is a twist on
Last Chance IPA, a full-flavored IPA with
pleasant citrus flavors of tangerine and
grapefruit. To that delightful brew, apricots
were added. Not just a few, but over 15
pounds of them per barrel! ABV: 5.9%
Availability: May
SeasonalSELECTIONS
The Lost Abbey Witch’s Wit
Abita Strawberry Lager
Lost Abbey’s Belgian-inspired wit is a lighter-bodied
beer spiced with curacao, sweet orange peel and
coriander. Beginning with flavors of fresh wheat
and flaked oats, this refreshing ale rounds out
with notes of subtle spice. A great beer to pair
with lighter fare such as fish, shellfish and
salads, Witch’s Wit also does wonders with
honey and light, tangy cheeses. ABV: 4.8%
Packages: 750 ml cork-finished bottles and
draught Availability: May
Part of Abita’s Harvest series, Strawberry Lager
is brewed with pilsner & wheat malts and
Vanguard hops. Real Louisiana strawberry juice
is added after filtration resulting in a crisp
lager with a sweet strawberry flavor, aroma
and haze. It is wonderful with desserts or
lighter fare like salads and pastas. ABV: 4.2%
Availability: March
The Hop Concept:
Citrus & Piney
Citrus & Piney begins with huge citrus aromas,
orange peel and honey notes with faint hints
of bready malt. The citrus and pine are both
fully on display, with notes of tangerine
and grapefruit, leading to a spicy, crisp
finish. ABV: 8.5% Packages: 22 oz.
Port SPA
(Summer Pale Ale)
Saranac Summer Pils
This German-style pilsner uses traditional
(Tettnang) and modern (Cluster, Cascade and
Belma) hops for a floral and citrus aroma. A
sessionable brew, Summer Pils has a light malt
body and a crisp hop finish that makes it a very
easy-drinking beer, perfect for pairing with pork
tenderloin, chicken wings or Havarti cheese.
ABV: 5.2% Packages: 12 oz. bottles, 12 oz.
cans and draught Availability: April
Saranac Brewer’s Blood
Summer Pale Ale is Port Brewing’s
version of the iconic West Coaststyle pale ale. The first sip will
confirm the importance of the hops with a
citric spicy start, while the finish is refreshing
and dry. SPA is brewed to be enjoyed all
summer long… or as long as it lasts.
ABV: 5.2% Packages: 22 oz. bottles and
draught Availability: May
This blood-red ale is everything the brewers at
Saranac live-to-brew for. They’ve combined
the finest continental malts with the most
citrusy, piney and dank hops available. It
is massively hoppy and supported by a
complex malt bill that includes flaked barley
for a full, smooth mouth feel. Brewer’s
Blood is great with burgers, pizza or Mexican
food. ABV: 8.7% Packages: 12 oz.
bottles and draught Availability: Limited
quantities in April
Sly Fox Summer Box Set
Saranac 12 Beers of Summer
Sometimes the swelter of summer can be too hot
to make choices… with Sly Fox Brewing Company’s
brand new summer edition of their popular Box Set
your customers won’t have to! This new package
features four of the PA brewery’s favorites including:
Royal Weisse, Grisette Summer Ale, Helles Golden
Lager and SRT Ale. The quartet
inside the Summer Box
Set gives the sampler a
glimpse into the depth of a
brewery that prides itself on
authentic representations
of classic beer styles.
Availability: April
Summer is in session! This year’s Saranac 12 Beers of
Summer 2/12 variety pack contains four sessionable
beers with ABVs no higher than 5.5%! Included in
the mix are: Saranac Summer
Pils, a crisp and refreshing
German-style pilsner;
Gen 4 Session IPA, a
hop-forward session IPA
with tropical character;
Kölsch, a light-bodied
blonde ale and new NY
Local Weisse, a unique
beer brewed with hops
and grains local to New
York. Availability: April
SeasonalSELECTIONS
Stone Enjoy By 07.04.16 IPA
Devastatingly dank, über hoppy and,
as always, made with a fresh stash
of more than 10 different hops,
this double IPA is brewed not to
last. ABV: 9.4% Packages: 12
and 22 oz. bottles and draught
Availability: May
Stone 6th Anniversary Porter
Originally released as a Stone Anniversary
Ale, it’s much like the brewery’s venerable
smoked porter cranked up a notch or three.
6th Anniversary Porter is the owner of a
superlative score of 100 on RateBeer. ABV: 8%
Cape May Misty Dawn Saison
Complex and refreshing with a
predominantly yeasty flavor profile,
this medium-bodied ale is the
perfect beer to change seasons
with. A distinctive orange-copper
color sets Misty Dawn on its
journey, bringing strong fruity
notes, compliments of an estery
yeast, which are accented by a
peppery finish. To make this seasonal
brew, Cape May pushes the yeast’s
profile front and center with the addition of coriander
and sweet orange peel in the kettle, with a boatload
of noble Saaz hops rounding things out. The days are
getting longer and the temperature is rising, drink Misty
Dawn Saison while eagerly anticipating the warmer
months ahead. ABV: 6.2% Package: Draught only
Availability: April
Green Flash Styrian Golding
Single Hop Pale Ale
Beer 2 of 3 in Green Flash’s 2016 Hop Odyssey Series
is a single-hopped pale ale built on an English malt
base of Golden Promise, 2-row malted barley
and Caramalt to allow the hop qualities
to shine through. The zesty, bitter orange
peel qualities of Styrian Golding hops are
balanced by the English malt base, offering
a slightly spicy, assertive, herbal and dry
finish. ABV: 5.5% Packages: 12 oz.
bottles and draught Availability: Limited
quantities in May
Peak Summer Session Ale
Peak’s summer seasonal can be described as a
marriage of a traditional summer wheat beer
and a West Coast pale ale. With an American
ale yeast and heavy dry-hopping, this beer is
distinctly a pale ale with a touch of wheat.
Locally grown NY state wheat provides a
complex mouth feel, while Amarillo dry-hopping
creates a citrusy aroma. Summer Session Ale
is a clean, crisp and refreshing beer.
ABV: 5% Packages: 12 oz. bottles, 12 oz.
Peak Espresso Amber Ale
This robust, malty, amber ale is brewed with
roasted, organic fair trade espresso from
Irving Farm Coffee Roasters. Substantial
amounts of Munich malt provide a perfect
backbone for the rich, roasty flavor imparted
by the espresso. Peak Espresso Amber is
the first Fair Trade Certified beer brewed in
the United States. ABV: 7% Package: Draught only
Allagash Little Brett
Little Brett is a hazy, straw-colored beer
featuring an aroma bursting with pineapple
and notes of bread crust. Pineapple continues
through the flavor along with fresh grass
and mango notes. A mild tartness in the
finish is nicely balanced with bright hop
notes. Both hopped and dry-hopped with
100% Mosaic hops, Little Brett is completely
fermented in stainless with Allagash’s house
strain of Brettanomyces yeast. ABV: 4.6%
Availability: Limited quantities in May
Shipyard Melonhead
This beer is a crisp, quenching wheat ale with
a refreshing essence of fresh watermelon.
ABV: 4.4% Packages: 12 oz. bottles and
Shipyard Summer Ale
Shipyard Summer Ale is a traditional
American wheat beer. With its
inviting color and mellow malted
wheat flavor, it’s sure to please those looking
for a clean, cool taste sensation on long, hot,
summer days. ABV: 4.8% Packages: 12 oz.
SeasonalSELECTIONS
Dock Street
Jip the Blood
Named for the South
Philadelphian legend by the
same name, this Berliner weisse,
fittingly brewed with blood orange
puree, flows much like the
man they called Jip the Blood.
It starts off with a substantially quenching punch of
sourness. That intense but pleasant tartness fades
to a wonderfully balanced character and body with
notes of citrus. This beer comes on strong but leaves
you with an enduring and unforgettable finish, or so
the story goes… ABV: 5.5% Package: Draught only
Dock Street
Summer in Berlin
Behold, Dock Street’s ‘Philly-style’
Berliner weisse brewed with fresh
lemongrass and fresh ginger. This
tart, sessionable beer begs for hot
weather. Summer in Berlin opens
up with a refreshing lactic punch that melds beautifully
with grassy citrus notes and finishes with a subtle ginger
spice. Named Philadelphia Weekly’s 2015 Beer of the
Year, this could be your new favorite summer beer.
ABV: 4% Package: Draught only Availability: Limited
quantities in April
Dock Street
The Golden Goat
This traditional German Maibock lager
is strong enough for late winter and
drinkable enough to welcome spring.
Peanut butter and fresh bread aromas
and flavors are balanced with a spicy
finish. ABV: 6.8% Package: Draught only
Availability: Limited quantities in May
Evil Genius Turtle Power
Turtle Power is an American pale ale brewed
with grapefruit. 2-row and crystal malts provide
a subtle, toasty backbone allowing the Citra
hops to really shine through. Then everything is
complemented and rounded out by the addition
of grapefruit, making it a truly unique pale ale.
ABV: 6% Packages: 12 oz. bottles and draught
Availability: April
Evil Genius Ma! The
Meatloaf!
Ma! The Meatloaf! is a Belgian-style white ale
made with a signature Evil Genius twist. They
start by brewing up a classic witbier spiced
with coriander and orange peel. Belgian ale
yeast takes over from there creating an easydrinking, fruit-forward wheat beer, which is then
made totally unique by adding mango in the
fermenter. You’ve never had a wheat beer like
this one! ABV: 5.5% Packages: 12 oz. bottles
Evil Genius I Love Lamp
This German-style hefeweizen is brewed with
2-row, wheat and Munich malts, and hopped
gently in the kettle with German hops. Once
fermentation is complete, just the right
amount of pineapple is added, making it a
truly unique beer that is at once intriguing
and drinkable. The banana and clove notes
naturally produced by the hefeweizen yeast
are balanced out by the refreshing pineapple,
resulting in a delicious, easy-drinking treat. Tell
the summer heat to “EFF OFF!” with I Love
Lamp. ABV: 5.5% Packages: 12 oz. bottles
and draught Availability: May
Great Lakes
Chillwave Double IPA
Great Lakes
Steady Rollin’ Session IPA
Inspired by the North Coast’s dedicated (and
sometimes chilly) surf community, Great Lakes’
Double IPA will melt the ice in your beard
and never lose its balance. Earthy, tropical
Mosaic hops ride frontside here, followed
by a deft cutback of sweet honey malt.
Chillwave pairs well with grilled lamb or
sweet desserts. ABV: 9% Packages: 12 oz.
This single hop session IPA is brewed for the days
when you can only guess the time based on the
location of the sun in the sky. Steady Rollin’ has
a vibrant landscape of tropical, fruity Mosaic hop
aromas and smooth sailing malt flavors. Try it with
spicy chicken tacos or fresh salads. ABV: 4.8%
Packages: 12 oz. bottles and draught (and in the
Fridge Filler Variety Pack) Availability: May
Available Year-Round PERFECT FOR THE SEASON
Jack’s Conewago Hard Cider
Ayinger Bräuweisse
Spring calls for refreshing libations,
and Jack’s Hard Cider is about as thirst
quenching as you can get! The apples
used to make Conewago Hard Cider are
pressed off the tree, slowly fermented
and aged to perfection, resulting in an
off-dry hard cider with just a touch of
sweetness to complement the natural
acidity and spiciness. ABV: 5.5%
Packages: 12 oz. cans and draught
This beer perfectly represents the wheat
ales of Bavaria with its beautiful, hazy
golden color, wonderfully smooth body
from a malt bill of about 60% wheat
and 40% barley, enticing Hallertau hops
and the spicy, clove-like finish that comes
from Ayinger’s proprietary, yet supertraditional weissebier yeast strain. This
delicious hefeweizen, with a score of 97
on ratebeer.com, welcomes spring and
summer like no other beer. ABV: 5.1%
Packages: 11.2 oz. bottles, 16.9 oz. bottles
and draught
Verdi and Sparkletini
Verdi and Sparkletini by Verdi are totally refreshing and
fun! The delightfully sparkling, 100% natural way to add
bubbly fun to every get-together, Verdi is the life of the
party! Serve chilled to enjoy the light, refreshing taste.
ABV: 5%
Samuel Smith Organic Fruit Ales
Samuel Smith’s organic, handcrafted fruit ales combine
deep brewing traditions with innovation. Their fresh
fruit flavors and aromas – Apricot, Cherry, Raspberry
and Strawberry – are supported by a malty, yet
refined British ale. Fruity and perfectly balanced, these
ales will freshen up any beer list, and they shout
spring! ABV: 5.1% Package: 18.7 oz. “Victorian pint”
bottles only
Firestone Walker Easy Jack
Easy Jack came about when Brewmaster Matt
Brynildson went to the mountain top and returned with
a vision for a different kind of session IPA,
one that would be brewed and dry-hopped
with a globetrotting selection of newer hop
varieties from Germany, New Zealand and
North America. He foresaw a beer that would
deliver massive hop aromas, surprising
dimension, a signature malt balance and
an empty glass before you knew what hit
you. This beer, now available in 12 pack
cans and bottles, is perfect for springtime
consumption. ABV: 4.5% Packages: 12 oz.
bottles, 12 oz. cans and draught
Cape May Devil’s Reach
Although Devil’s Reach is a
Belgian beast, you would never
know it at first sip. Fruity esters
and a super light body make for
an easy-drinking and refreshing
beverage, perfect for spring. But
be careful, before you know it,
Devil’s Reach has swallowed
you whole. ABV: 8.6%
Package: Draught only
Programs
Coors Light Summer
12-Pack Loyalty
Rewards Program
Led by the rallying cry, “Every Climb
Deserves a Refreshing Finish,” Coors
Light’s summer program emphasizes
summer as the time to get outdoors,
get active and be social. Coors Light is
promoting a comprehensive summer
campaign with clear, dynamic and
consistent messaging that is supported
by a 360-degree, through-the-line
activation, both on and off-premise and
national partnerships with Spartan and
GoPro Mountain Games.
To drive the Coors Light summer
initiative, the brand is launching
a 12-pack rewards program. This
program (that will run from
May through August) will
be exclusively featured
on 12-packs of
Coors Light cans and
bottles. The secondary
packaging will feature
rewards messaging and
graphics. By purchasing
12-packs of Coors
Light cans or bottles,
consumers can collect
and register in-pack
codes, which they can
redeem for cool gear
and amazing Rocky
Mountain adventures.
Redd’s will make spontaneous
summer entertaining anything
but typical, providing fun
summer party and food ideas in
a way that is far from routine.
Summer thematic tools will
inspire spontaneous entertaining,
displays will create an
entertainment/party destination
for shoppers and display case
cards with recipe tear pads
will offer easy solutions for
entertaining differently.
Redd’s Wicked wants consumers
to host a wicked-good time to
kick off the summer and set the
tone for the party. The Redd’s
Wicked summer program will
instigate shoppers to kickstart their summers in April by
providing retail tools to create a
Wicked party-center feel in-store
to leverage impulse-purchases
and get the party started. This
program will be supported by
national TV media; targeted
local out of home and digital,
data-driven targeting on desktop
and mobile.
Keystone Light
Summer Star-Spangled ‘Stones
This summer, celebrate the colors that never run
and the men who never run away from showcasing
their American pride. Keystone Light will be available
in patriotic packaging to showcase its love for the
U.S.A.
Patriotic secondary packaging
will be available for 12 oz.
30-packs, 24-packs and
12-packs with the 12 oz. cans
remaining in equity colors.
Patriotic singles will be available
in 24 oz. and 16 oz. cans.
Programs
Heineken UEFA
Champions League
It’s easy to follow the crowd, but
when you’re a fan of the beautiful
game, you’ve got to go that extra
mile. When wearing your favorite
team’s jersey, painting your face or
getting up at 5:30 AM to catch a
match aren’t enough… Heineken’s
UEFA Champions League promotions
will highlight the epic battles between
Europe’s best teams, and ensure that
drinkers have places to go to catch
all of the action while enjoying the
legendary beer.
With the Most Interesting Man
gone, it’s up to Dos Equis
drinkers to make this year’s
Cinco more interesting. The good
news is… he hasn’t left them
empty-handed. Before taking off
on his last adventure, the Most
Interesting Man left a note with
a friend asking that the items
that made his previous Cinco
celebrations so memorable be
given to his most supportive
fans.
Dos Equis drinkers can prove
their fandom by purchasing the
beer for a chance to claim these
fabled items for themselves. Find
out how at DosEquis.com.
Tecate Presents
Canelo V Khan
Tecate is expanding
its dominance in the
ring by partnering
with Golden Boy
Promotions and Canelo
Alvarez. The brand’s strong
boxing association continues to
lead to aggressive sales growth.
In 2016 Tecate will expand its
ownership of boxing with fully
integrated support including retail
tools, fights featuring Canelo Alvarez
during key selling dates in May and
September and its association with
Golden Boy promotions as well as TV
and digital media campaigns.
#KeepItMoving with
Smirnoff Ice Electric
In Partnership with Live Nation, Smirnoff
Ice Electric and EDM (Electric Dance
Music) are teaming up to get everyone
moving! This summer, Smirnoff Ice
Electric will sponsor, and be sampled at,
22 music festivals – reaching 1.5 million
people! EDM is the hottest music genre
right now, loved by 62% of all Millenials
and growing. These sponsored festivals
will be supported with local media and
advertising in each participating city.
#KeepitMoving with Smirnoff Ice Electric!
Shiner Sounds
To show their love for live
music, Shiner is awarding 10
custom Les Paul guitars to
fans nationwide (each guitar is
worth $500)! Enter to win at
Shiner.com.
Programs
Grab a Lager & Toast A Hero
Yuengling has partnered with the VFW and will be recognizing our veterans from May through
July. Retail locations and on-premise accounts will be able to join in by providing Yuengling
Traditional Lager “post it” bottles for consumers to use to recognize the heroes in their lives.
These bottles can be posted on displays or around the bar.
Yuengling will also encourage consumers to join them in supporting the VFW by texting Hero to
90999 to donate $10 to the VFW Assistance Programs.
Toast the heroes in your life and join the #LagersForHeroes conversation online.
Unlock a Bit of Summer with Yuengling
Check-in to Yuengling Summer Wheat this April on Untappd and unlock
the new Summer Wheat badge. Keep checking in during the month of
May for a chance to win a new grill and cooler, just in time for those
summer cook outs. Grab some Yuengling Summer Wheat and get ready
for longer days and warmer weather!
Mike’s Gives Heroes A Welcome
The Boot Campaign is all about raising the spirits of active duty military and veterans, and
Mike’s is helping by donating $250,000 to the Boot Campaign in 2016! This equates
to roughly $0.25 per 12 Pack Fridge Pack, and this partnership is displayed on each
individual package. Proceeds will provide assistance to veterans looking for jobs, housing
and family support. Check out bootcampaign.org to see fun and refreshing ways to get
your employees involved.
Palm Breeze & Shazam
On March 1st, Palm Breeze launched a unique
microsite housed within the Shazam app, focused
on exclusive content and offers catered to
millennial women. This partnership will create the
most unique consumer experience for a brand
this year. In-store, consumers will be greeted with
Shazam callouts on the shelves, on pack and on
stand-out POS like the Shazam the Can standee.
To help retailers communicate this program, a
sell-in video has been created that explains how
Shazam works for Palm Breeze.
View the video at: vimeo.com/153000207
Password: ShazamPB
Dogfish Head Record Store Day
Dogfish Head is the Official Beer of Record Store Day on April 16! DFH will be hosting
nationwide events throughout the months of March and April leading up to the special day,
and they’ve created some really cool swag: The Official Poster of Record Store Day (available
for free at select stores and bars that sell Dogfish Head and at participating music retailers on
Record Store Day), The DFH Record Store Day t-shirt featuring the same artwork (available at
dogfish.com) and the limited-edition Crosley turntable, featuring built-in stereo speakers and
three speeds that will be given away at Dogfish Head events and available for purchase at
dogfish.com. Ask your sales rep how to get involved with this special yearly event!
RetailEDGE
Category Management
By George Latella
Do you really know what drives your business?
In the last issue we discussed the triple bottom
line of “people, planet and profits”. That is the new
yardstick that many consumers, especially younger
ones, use when they judge whether your business
is one that they will support. This new generation of
social media savvy consumers will make the world a
better place by forcing us to make better business
decisions. In other words, we need to worry about
more things than just money.
If we give people what they want, when they want it,
how they want it and where they want it, we will be
rewarded with loyal customers, sales and profits. Category
management techniques help answer the what and where
questions. It initially started with grocery stores in the
early ‘90s as a way to maximize the “real estate” based
on what sold at the register (consumer driven) versus
who had the largest promotional budget (manufacturer
driven). Over time, this has expanded to leverage data
and shopper insights, product, pricing, assortment and
planning. These concepts apply to both on and offpremise retailers.
So what does this mean for you and your business?
You need to understand how your consumer purchases
your products. You probably already have most of the
data you need to make better decisions. A great starting
point would be to do a share of market/share of shelf
analysis. For example, if Brand A represents 10% of your
business, it should represent 10% of the space used to
merchandise the product. Typically, we do this in linear
feet, which takes packaging and the way you merchandise
into account.
Consumers like to see full shelves and rarely buy the last
item on the shelf. The old adage “stack it high and watch
it fly” still works. Sounds basic, but many companies don’t
understand this concept.
From here you begin to add variables like seasonality,
promotions, new products and other data to make better
decisions. Think back to the Pareto principle or “the 20/80
rule”. Take your POS data and rank the items you sell
from top to bottom. You can do this with sales or profits.
I would bet that the top 20% of these items represents
close to 80% of your sales or profits. Make sure these
items are always in stock!
Then you can start reallocating space to the other items
based on percentage of sales or profits. Make sure
to have dedicated space for seasonal items and new
products. This allows consumers who are looking for those
“hot brands” to find them in the same place consistently.
Using data to make your merchandising and assortment
decisions will allow your customers a better shopping
experience and you will generate more sales/profits.
If you have multiple locations, make sure to adjust your
merchandising for each location as no two retail locations
have the same customer profile. What sells well in one
location may perform poorly in another.
Whether on or off-premise, you need to make sure that
you understand how consumers buy your products, and
adjust your merchandising and marketing programs
accordingly. It will positively impact your bottom line!
George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major at Saint Joe’s,
recently celebrated its 50th anniversary. Latella is also a partner in Beacon Marketing Group which provides marketing planning,
research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at glatella@sju.edu
or 610-660-2254.
The BeerGUY
Don’t Call it a Comeback…
The Resurgence of Lagers in the Craft Beer Scene
By Steve Hawk
I know saying that
lagers are the
“hot, new trend”
is a little silly given
that the oldest,
continuously
operating brewery
in North America
– Yuengling – is famous for their lager.
What’s more, a very large percentage
of beer sold in America over the last
30 years was a form of lager. The
“trend” refers to the emergence of
lagers in the craft scene, and that’s a
major development.
Craft breweries tend to be dominated
by ales. They were considered the
“stars” of the beer market, offering
extreme flavors and alcohol levels
that appeal to sophisticated beer
drinkers. Also, lagers are not easy
to brew, which is why many craft
breweries traditionally stayed away
from the style. They take longer to
ferment, which takes up valuable
space in small, specialty breweries
and they don’t have as many
complexities, such as higher IBUs
and ABVs which can mask minor
impurities. So why is this trend
happening now?
I knew just the people to ask.
James Crooks, VP of Sales &
Marketing at Narragansett Brewery
in Providence, Rhode Island
made the point that lagers are an
important part of the beer market,
and breweries are recognizing
that they shouldn’t be overlooked.
“There will always be a segment of
the population that is looking for
refreshment first and foremost,”
said Crooks. “Styles like IPAs are
great and will likely maintain their
dominance in the craft landscape
for some time, but hop bitterness
is a taste that takes time to acquire
for many consumers. Lagers will
continue to be important ‘bridge
beers’ that allow drinkers a softer
entry into the craft beer scene.”
Brewers like Narragansett are
contributing to the new perception
and playing an important role in the
comeback of the lager.
A local craft brewery that takes lagers
very seriously is Sly Fox Brewing Co.
They actually hold an annual event
where lagers are center stage. Their
“Bock” Fest, held the first weekend
in May each year, celebrates the
traditional German-style lager that
gets its name from the German
word for “goat.” There’s even a goat
race to remind the crowd of the true
reason for the celebration.
Sly Fox Brewmaster Brian O’Reilly
believes that craft lager will continue to
grow in popularity. “Pennsylvania has
always been ahead of the curve,” he
says. “Pilsners are the ‘new’ thing in
craft. Last year it was the most added
beer style to brewery portfolios.”
Daniel Berlin, Food and Beverage
Manager for Brown’s Beer Garden
at the Fairless Hills and Bensalem
Shoprite stores is a fellow beer
geek and skilled chef. Berlin noted
that it makes perfect sense for
craft breweries to add lagers to
their lineup. “Craft beer is all about
choices,” he says. “Deciding you’re
only going to make ales, drastically
cuts your ability to experiment. Some
breweries are trying their hands at
making bocks for spring, pumpkin
lagers for fall and even India Pale
Lagers (IPLs) year-round. I think it’s
more about showing that you’re a
well-rounded brewery that can make
any style, rather than ‘switching over’
to become a lager brewery.”
I am also a “lager lover.” It’s the beer
that reminds me of the first sip my
grandfather gave me… the beer I
drink at baseball games… the beer
I drink when I want to quench my
thirst. I fully support this trend and
will be on the front lines cheering
when lagers finally start receiving the
love they deserve.
LAGER SHOWCASE
Sly Fox Helles and
Pikeland Pils
Both of these light-bodied
German-style lagers are brewed
with imported German pils malt
and noble hops, which offer a
gentle, dry finish. Full of flavor
and very refreshing, they are
perfect for an outdoor party.
Yuengling IPL
A new twist from America’s
oldest brewery, Yuengling’s
newest seasonal beer is an IPL
(India Pale Lager). This one has
some great hop bitterness with
a well-balanced lager base.
Narragansett Lager
This legacy brand is
experiencing a major comeback.
It’s been winning the hearts of
younger drinkers all over the
country with its smooth taste
and reasonable price point.
Shiner Bock
The award-winning bock is
certainly an American classic.
First brewed in 1913, this
German-style dark lager goes
down smooth, and as the
brewery says, it pairs well with
just about everything – especially
porch sitting and dog petting.
Samuel Adams Boston Lager
This go-to lager helped lead
the American beer revolution,
reviving a passion for full-bodied
brews that are robust and
rich with character. A mere six
weeks after Jim Koch opened
his brewery, Samuel Adams
Boston Lager was named “Best
Beer in America” at the Great
American Beer Festival. Today,
nearly three decades later, it
continues to win awards at beer
festivals around the world.
®
3000 Meeting House Road
Philadelphia, PA 19154
Are you Cinco ready? It will soon be that time of year
when amigos meet for chips and guac, big laughs and
of course, a few rounds of Corona. In 2016, Corona will
offer an all new, 360° campaign to enhance festivities
and encourage friends to get out and celebrate Corona de
Mayo together.
In the weeks leading up to Cinco, Corona will outspend
all other beers on national TV in this competitive time
period. Corona has also increased their digital investment
25% over last year. And it’s important to point out that
this is on top of the increased TV investments. They’re
not cutting TV to shift to digital, rather they are adding
incrementally overall.
DID YOU KNOW?
1. Cinco de Mayo is equally celebrated amongst both
the general market (57%) and Hispanic consumers
(55%).
2. Corona is an inclusive, social brand that brings
people together and is universally enjoyed.
3. Corona’s unquestioned prominence as the #1
Mexican cerveza and its uncomplicated nature make it
easy to celebrate with.
In 1925, Modelo started with the simple vision to create a
“model” beer. Today, Modelo stays true to its long, proud
history of brewing high quality beers made to be enjoyed.
Modelo Especial grew 2.1 times more than competitors
during Cinco 2015 and the Modelo brand family
experienced double digit growth by channel. Over the
past four years, Modelo Especial has grown 16.2 million
cases, outpacing competitors by 10.2 million cases, and
continues to lead the growth at Cinco!
In 2016, Modelo is launching a new festive look inspired
by iconic cues, bringing forth the authenticity of the brand.
The all new festive POS and merchandise will recruit new
drinkers into the Modelo franchise by increasing brand
awareness, purchase consideration and trial among
“experience seekers” eager to celebrate with cervezas
authenticas.

will never be the same

Transcription

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