WHO`S - Amoskeag Beverages

Fall 2012 | V.1
AMOSKEAG BEVERAGES
WHO’S
?
DRINKING
WHAT
GREG
KOCH
STONE BREWING CO.
BEST IN
GLASS
Retail Edge Seasonals The Beer Guy New Products Programs
LETTER TO THE TRADE | FALL SEASONALS | BREWER HIGHLIGHT | PERFECT FOR THE SEASON
Letter toTHE TRADE
In This
ISSUE
Cover Story .........................1
Brewer Highlight ..................2
Ayottes Stateline Market .......3
Copper Door........................4
Dear Valued Customer,
Amoskeag Beverages LLC. is excited to introduce to you, the first issue of our
new retailer publication, Heady Times. This newsletter will be produced quarterly
and provide you with information on new products, seasonal selections, exciting
programs and the latest industry trends. Heady Times will also profile select on
and off-premise retailers who excel in their communities and a section titled,
“Retail Edge” which promises to enlighten you with tips on how to better save
money, sell more and increase your margin just to name a few! We believe that
providing you with this information will allow us all to better serve the consumer.
With our growing portfolio, Heady Times will be your “go to guide” ensuring
you have full knowledge of the fantastic products we offer. It is important for you,
our retailer partner, to be able to review our incredible assortment of craft,
import and domestic selections so you can make the best choices to suit your
customer’s needs.
New Products ......................5
Seasonals ............................6
Programs.............................7
Retail Edge ..........................8
The Beer Guy .......................9
No matter where your establishment is located, from the beautiful mountains and
lakes to the growing, hip urban cities in New Hampshire, Amoskeag is looking
to help you profit from what has become a new “Golden Age” of beer.
Opportunities abound and we are all fortunate to be in the beverage business.
Together we will offer the quality products and variety consumers seek.
We hope you enjoy our first issue and that it becomes a valuable source of
information for you and your staff. For more information, please speak with your
Amoskeag Beverages Sales Representative or visit our website at
www.amoskeagbeverages.com.
Cheers,
Ed Murphy
VP/General Manager
Tom Bullock
President
Kevin Emmons
VP/Marketing Director
Heady Times is published four times a year, courtesy
of Amoskeag Beverages.
CoverSTORY
Who’s Drinking What?
THIS IS A TRUE STORY, BUT THE NAMES ARE FICTITIOUS.
A
husband and wife team decide to open a sports bar with a
focus on craft beer and casual, upscale fare to complement the
beer. Let’s call them Mike and Mindy. Mike considers himself to
be a very knowledgeable beer guy who has immersed himself in all
things craft. He has read in the press for years now that craft beer is
the only segment of the industry that consistently posts positive growth
trends and he agrees with the “experts” who predict that craft could
exceed 20% of all beer sold in the not so distant future. Mike believes
this to be true because “everyone is trading up”. Mindy is in charge of
the kitchen. A chef by training, she devises her menu to pair well with
their beer list which is skewed towards very flavorful beers with ABVs
above 6%. Mindy prepares savory dishes and offers specials usually
featuring Asian and Southwest American flavors.
The doors open and business is good. Patrons are impressed by the
beer list and the kitchen’s tasty offerings. But after a few months, sales
begin tapering off and the wait staff reports that customers are
beginning to complain about the “limited” beer list and food that is
heavy and too spicy.
What went wrong?
Mike and Mindy bet heavily on the appeal of one specific category of
alcohol. Though craft beer is wildly popular, the couple failed to realize
that consumers make their alcoholic beverage choices for many
different reasons. And loyalty to one particular category isn’t one of
them. MillerCoors has done some very interesting research explaining
why people drink what they do. “There are certain drivers of choice in
alcohol. We use a more motivation-based analysis to describe the
marketplace and then position our brands based on their association
with different emotional need states,” says Scott Hughes, Chief
Consumer Insights Officer for MillerCoors. In other words, occasion
and mood play a big role in the selection process. Choices are made
on the basis of who you are with, what the social dynamic is, the
energy level and to a lesser extent, income, ethnicity and age. Coors
Light, for example, is often the beer of choice for people who are in the
mood for fun and those wanting a sense of belonging. Crafts and
imports appeal to people when they want to “stand out from the
crowd” or want to “savor the moment”.
Getting back to Mike and Mindy, what should they change to attract
more repeat customers? Sadly, they chose a format that appeals to
the least loyal drinker – the craft consumer, who is all about
experimentation and variety. The craft-only drinker really doesn’t exist.
The most loyal fans of a specific beer style are actually those who favor
premium lights. Mike and Mindy were also hoping to attract younger
legal age drinkers, Millennials, for example. This age group ranges
from 21 to 30 years. They are only 21% of the population, but they
are 29% of all beer drinkers. Millennials are particularly experienceseeking, and they are quick to try new brands and products, but only
if the right opportunity presents itself. A craft-only lineup will never do
for them.
The couple doesn’t want to totally abandon their craft concept, but they
need to attract more customers to keep the doors open. Understanding
that they need to make some changes, they decide to add six new taps
following the advice of their Sam Adams
Regional Sales Manager. “The Boston Beer
Company has compiled some great data on
a brand set that satisfies 91% of on-premise
consumers, says Gabe DiSaverio, Regional
Sales Manager. “We have found that 54%
of craft volume comes from consumers who
consume all three beer segments – craft,
import and domestic. In addition to Sam
Adams Lager and a rotating Sam Adams
seasonal, I suggested to Mike and Mindy
that they also offer a domestic, an import, a
domestic specialty and a popular local
brand.” Word got around that their beer
selection had changed and in a short
amount of time, they began to see both new
and familiar faces sitting at the bar.
The addition of beers like Blue Moon,
Corona, Coors Light and Smuttynose
definitely broadened their customer base.
And Mindy tweaked her menu to reflect their
new offerings. “Change is good. We
listened to our customers and took advice
from a beer professional. It paid off,” said
Mike. Mindy smiled and said, “life is good”.
www.amoskeagbeverages.com HeadyTimes v.1
1
BrewerHIGHLIGHT
Greg Koch
Stone Brewing Co.
B
ack in 1996 as the first wave of the American craft beer
industry was beginning to fade, two guys in Escondido,
California sunk $500,000 into a new brewery. Their goal was
to brew beers with the flavors they wanted to drink – beers full of
spicy, assertive hops and rich, malty goodness. The preference of the
beer-drinking public, which was more into lagers then, was a mere
afterthought. That turned out to be a good thing because their brain
child, Stone Brewing Co., eventually found its way onto everybody’s
top ten best brewery lists. One magazine even declared it the “Best
Brewery on Planet Earth”. The two guys we are talking about are
Greg Koch and his partner Steve Wagner. Koch is the face of the
brewery and Wagner was the original Brewmaster. Together they
have made it their mission to challenge drinkers to appreciate their
beers. One of their most sought-after strong ales, aptly named
Arrogant Bastard, declares on its label, “You probably won’t like it.
Doubtful you have the taste or sophistication to appreciate an ale of
this quality and depth.”
“I feel that we always want to do things the right way
and never compromise on any level.”
One of their first challenges was to come up with a name for their
venture. Koch explains how it happened and why the name is so
appropriate, “Steve and I had been planning and talking about
opening a brewery for more than three years before we actually did.
We had always tossed names back and forth, but couldn’t agree on
anything. It was during a planning session one day that I saw the word
“stone” on something and I turned to Steve and asked what he thought
about Stone Brewing. When he didn’t say no right away, I knew we
had a keeper. To me, a stone is solid, it’s small and natural. I like the
very simple things the word stone represents.”
Lots of people credit Koch and Wagner with creating the hop-forward
West Coast brewing style, but Koch does not take credit for that.
“Popularize it – yes. Help define it – yes, but we most certainly did not
create it,” he says. “We did, however create some styles, most notably
Arrogant Bastard Ale which is widely considered to be pro-generate of
the American strong ale style. As far as helping to define a style, Stone
Ruination IPA, 10 years ago, was the world’s first, full-time brewed and
bottled double IPA. While we didn’t create the double IPA category, we
helped establish it as a style.”
Many Stone beers have interesting names. Koch gives us the scoop on
how a few of them came about. “Arrogant Bastard Ale is named so
because it told me its name was Arrogant Bastard. I was not the one
who named the beer, the beer told me what its name was. Stone
Ruination IPA was named because of the ruinous effect the beer has
on the palate. Being the first brewed and bottled double IPA on the
planet, it was really, really, really out there at the time. Beer style wise,
2
HeadyTimes v.1 www.amoskeagbeverages.com
hoppiness wise and intensity wise it was so
different from anything else, so the name fit
perfectly. Today, interestingly, at a modest
7.7% ABV, it’s almost solidly in the middle
of a field of double IPAs.
Sublimely Self Righteous Ale was originally
released as Stone 11th Anniversary Ale.
We wanted to release it full time, and we
did, but it took nearly nine months to come
up with a name that really encapsulated
what the beer is all about. That was one of
the hardest for sure. We were all jonesin’ to
release the beer, but we couldn’t until it was
properly named.
But, for each one of the beers we brew, I try
to let the beer tell me what its name is,
although Arrogant Bastard is the only one
who has told me straight out thus far.”
Koch is very proud of his brewery, and
rightfully so. When people think about
Stone Brewing, Co. Koch would love their
first thought to be – integrity. “I feel that we
always want to do things the right way and
never compromise on any level.”
Off-PremiseSPOTLIGHT
Smokin’ Joe’s
Ayottes Stateline Market
The name says it all…
Located on River Road in Hudson, NH, Ayottes Stateline
Market is a true state line store. The parking lot divides
New Hampshire from our good neighbors in the state
of Massachusetts, making this a prime location.
“Having such a great location draws in many
customers,” says store manager, Mike Roberts. 80% of
the customers are from Massachusetts and Robert’s
admits that the location is a key factor in the booming
business that has been in operation for over 50
years.
Not only is Ayottes located in a terrific spot, accessible to many
people, it also boasts a vast array of great beer. “We carry over 800
sku’s of Amoskeag Beverages’ products alone,” Roberts tells Heady
Times. The store is well organized and very shoppable. Small descriptive
price cards with both bottle and case prices are placed below each
offering, eliminating confusion for the customer. “I get people coming in
for the most current beer on the market and we do our best to give these
new beers a chance to succeed.”
Manager of Ayottes Stateline Market,
Mike Roberts
Ayottes also promotes beer sales by offering free
tastings to customers on Friday afternoons from
4-6 p.m. It has proven to work well, as Roberts claims
that numerous customers head home with a six pack
of the product they tried. The weekend is also a huge
opportunity for Ayottes barrel business. “It is not
unusual to sell 65 kegs a weekend,” says Mike,
“between the college kids and the kegerators that allow
fresh, cold draught beer to be enjoyed at home, our
barrel business is thriving.” From kegs to micros, to crafts
and domestics, your beer needs are covered at Ayottes.
Staying one step ahead of the large supermarkets keeps this
small, independent store on the cutting edge. Walking into
the 5,000 square ft. space, you immediately notice Smokin’
Joe’s, their top-notch cigar business. The million dollar
humidor houses the largest selection of premium cigars in the
state! In addition, Ayottes does well with their K-cup coffee
business, offering what seems like every flavor manageable. And let’s
not forget their massive collection of hot sauces and BBQ sauces… what
a selection!
There’s no denying the involvement that Roberts has in the community
either. In the past, he has been involved in youth football and is currently
a big supporter of the Zachary Tompkins Memorial Fund. The charity,
named for a young boy whose dream it was to have a stadium and fields
in town, hosts various fundraisers to help build a sports complex in
Hudson in Zachary’s name. When Heady Times was conducting this
interview, Roberts was working on getting foursomes and hole sponsors
together for an upcoming golf tournament.
Don’t be surprised if Ayottes comes up with more innovative ways to keep
their customers returning. With 43 employees ready to serve and a
location that literally divides Massachusetts from tax-free New Hampshire,
it’s no wonder it’s been around for over half a century!
www.amoskeagbeverages.com HeadyTimes v.1
3
On-PremiseSPOTLIGHT
Copper Door
As you drive up the road leading to the Copper Door, you can’t help but
notice the painstaking efforts that went into creating this delightful new
restaurant. Voted “Best New Restaurant 2012” by New Hampshire
Magazine and “Best New Eatery” by the Hippo Press, the Copper Door
is living up to all the hype around town that had people anxiously
awaiting the opening of Tom Boucher’s latest venture. Walking through
the main entrance (yep, you guessed it) a custom-made copper door, you
immediately feel an energy that lifts your spirits. The grand space is
modern, yet rustic with exposed timber trusses and forged steel details
hanging from the vaulted ceilings. Handsome lighting showcases several
large-scale paintings of local farms mounted on the walls, all handpainted by Boucher’s wife and talented artist, Dana. Elegant transom
windows look west toward a gorgeously landscaped outdoor stone
terrace, welcoming diners throughout the warm summer months.
Although a beautifully decorated space, it is quite comfortable as well.
The Copper Door offers a main dining room that seats 125 guests, two
private dining areas and a large, inviting bar and lounge.
Running multiple restaurants is not for the faint of heart and it takes
endless hours of dedication. With five T-BONES locations and two
Cactus Jack’s in New Hampshire, Boucher juggles them all with ease
and a high level of expertise. However, there were some challenges with
the December 2011 grand opening of Copper Door. “Opening a
restaurant with a new concept, that was in such high demand, two weeks
before the holidays was overwhelming at first,” says Boucher. Copper
Door was up over 100% from projected sales… people couldn’t wait to
check out this new eatery!
“Approachable New American and upscale
comfort food” is how Boucher describes Executive
Chef, Zack Martineau’s culinary creations. Guests
at the Copper Door are able to enjoy a wide range
of exciting and inventive taste combinations
featuring local New England seafood, classic, yet
inspired stone oven creations, hand-cut Reserve
Premium Steaks, unique salads and house specialties.
The dishes personify Copper Door’s passion and
respect for fine food and classic culinary technique.
The menu offers something to fit all budgets, a notion
Tom Boucher is working to get across to the consumer.
“We are an upscale casual place” yet the number one
selling item on the menu is their cheddar bacon burger.
Their beer selection is vast as well with a fairly large
selection of bottle offerings, eight draught lines and a plethora of big
corked bottles. “I wish I had a few more draught lines. People want
variety and they often seek out small batch specialties and local brews,”
Boucher tells Heady Times. Looking across the custom, zinc bar top, a tall
glass of Woodstock Pigs Ear (Woodstock, NH) is being poured for a
patron, reinforcing his insight. The Copper Door looks to expand their
beer options as they hope to begin hosting beer dinners, something the
restaurant has done with wine in the past. When they begin, count us in!
For now, they do offer great happy hour specials and a vast array of
brews including some terrific fall seasonals.
4
HeadyTimes v.1 www.amoskeagbeverages.com
Owner of Copper Door,
Tom Boucher
NewPRODUCTS
Angry Orchard Hard Cider
At Angry Orchard they use
the ripest apples,
harvested by hand to
ensure the highest quality.
European apples provide
a taste that domestic
apples cannot match. The
French bittersweet apples from
Normandy provide a complex flavor while
contributing tannins - like red wine grapes and a
superior mouth-feel that adds tartness. Italian culinary
apples from Meran at the foothills of the Northern Alps
offer a crisp and fruity balance to the cider. The result is
a distinctly crisp and refreshing cider.
Crispin Super Premium
Hard Apple Cider
Crispin Cider is naturally fermented using a
premium apple juice blend, never from
concentrate, with no added malt, grape or
spirit alcohol. It’s unique, crisp, smooth
flavor has no added sugar, colorants or
preservatives. Serve over ice for a crisp,
pure refreshment. ABV: 5% Packages:
12 oz. bottles and draught Availability:
Now! Year-round
Angry Orchard Crisp Hard Cider
This crisp and refreshing
cider mixes the
sweetness of apples with
a subtle dryness for a
balanced cider taste.
The fresh apple aroma
and slightly sweet, ripe
apple flavor make this
cider hard to resist.
ABV: 5% Packages:
12 oz. bottles and
draught Availability:
Now! Year-round
Corona Familiar
One of the most traditional beers in
Mexico, Corona Familiar is packaged in a
classic brown bottle that is ubiquitous in
all of Mexico’s territory, and for several
generations has embodied the tradition
of Mexico’s beer culture. The Spanish
word “Familiar” (in English
“Family”) originates from the fact
that the 32 oz. bottle was created
to be served in individual portions
and shared with friends and
family, much like a bottle of wine
in Mediterranean countries. This
is the Familiar “ritual.” Although
sometimes Corona Familiar is
used as a single-serve, in
Mexican culture it is often
served at the center of the
table to be shared. ABV: 4.6% Package:
32 oz. bottles only Availability: Now! Year- round
Curious Traveler
Brewed as a classic American wheat beer mixed with
real lemons and limes, Curious Traveler is bright and
refreshing. The only craft/artisanal shandy on the
market, it appeals to both craft and domestic beer
drinkers. Curious Traveler has a lively fruit flavor and
a powerful “throw your head back” fresh lemon aroma.
In short – it’s quite
a refreshment.
ABV: 4.4%
Packages:
12 oz. bottles
and draught
Availability:
Now! Yearround. The
success of the
brand will
determine future
packaging and
line extensions
www.amoskeagbeverages.com HeadyTimes v.1
5
SeasonalSELECTIONS
When Demand Exceeds Supply
Many of our craft seasonal and specialty releases are
available in limited quantities. Breweries only produce a
certain amount of their specialty beers and Amoskeag does
all they can to get as much product as possible. In addition,
this magazine is compiled months prior to the decision
made by the brewery to allocate their products to the
wholesaler. Variations in production for some of these
limited release offerings will fluctuate, resulting in lower
quantities than anticipated. If you are interested in
something you see in this publication and it is out of stock
when you place your order, please contact your Amoskeag
Beverages sales representative to discuss a similar product.
Harpoon
UFO Pumpkin
Imagine a pumpkin vine
wound its way into a field
of barley and a brewer
harvested it all to make a
beer. Add Northwestern
hops and a blend of
spices and you’ve got
Harpoon UFO Pumpkin.
ABV: 5.9% Packages:
12 oz. bottles and
draught Availability:
August
Woodchuck Fall Cider
Naturally gluten free, Woodchuck
Fall Cider has a complex and
elegant character with a unique
taste and special aroma not
found in any other hard cider.
Handcrafted with cinnamon,
nutmeg, and a hint of American
white oak, Fall Cider is the
perfect libation for a crisp,
autumn day. ABV: 5%
Package: 12 oz. bottles
only Availability: August
6
HeadyTimes v.1 www.amoskeagbeverages.com
Sierra Nevada Tumbler Autumn
Brown Ale
As the heat of the
summer breaks and the
nights begin to cool,
Sierra Nevada brings
you the perfect beer for
the season—Tumbler
Autumn Brown Ale.
This American brown
ale is back for its
second season and
just in time for fall.
Tumbler features
fresh-roasted malts
shipped straight
from the kiln and
into the brew kettle as well as
house smoked malts from Sierra Nevada’s
brewery in Chico. This fall offering strikes the perfect
balance between complex malt flavors with depth and
character and an easy-drinking approach that works well
on those autumn afternoons as you watch the leaves
come tumbling down. ABV: 5.5% Packages: 12 oz.
bottles and draught Availability: August
Blue Moon Brewmaster’s
Autumn Sampler Pack
The 2012 Autumn Sampler
Pack includes Blue Moon’s
newest limited release,
Caramel Apple Spiced
Ale, as well as Blue
Moon Belgian White,
Blue Moon Belgian
Pale Ale and
Harvest Pumpkin
Ale. Availability:
September
Programs
Halloween
Pinups for St. Jude
Guinness Elevate Your Tailgate
Consumers want to take their tailgate
to the next level by offering their
friends a more exciting,
more premium
experience, but
they want stocking
up for a tailgate to
be quick and easy.
Guinness Black
Lager is the first
lager from Guinness
and it has more
character than most
lagers but it’s easy
drinking, refreshing
taste make it a perfect fit for sports.
This fall, Guinness will challenge
consumers to make more of their
tailgate and celebrate those who do
by inviting them to join Guinness
Black Lager for the Ultimate Tailgate
at the 2013 Super Bowl. Consumers
will be invited to post pictures of their
GBL tailgate
experiences on
Facebook to win a trip
to the Ultimate
Tailgate! Visibility,
POS and displays will
feature Guinness
Black Lager’s “Elevate
Your Tailgate”
promotion and show
consumers how to
take their tailgate to
the next level with Guinness Black
Lager. The Elevate Your Tailgate
program will encourage consumers to
choose premium products for their
tailgate experience – increasing
basket ring and elevating consumers’
tailgate experience.
Red Bull Cliff Diving
On August 25, 2012 at 4 p.m.,
Red Bull Cliff Diving returns to the
U.S. and lands in Boston! After
four stops in Europe, the World
Series leaps over the Atlantic and
touches back down in one of
America’s oldest cities – Boston,
Massachusetts. After last
season’s premiere, the Red Bull
Cliff Diving World Series
athletes will climb back to the
top of the Institute of
Contemporary Art building
on Fan Pier to exhibit their
latest skills. Founded in 1936, the
ICA’s mission is to exhibit
contemporary art. Count on the
world’s best divers to
deliver 21st-century art in
this sports-mad city. The
Red Bull Cliff Diving World
Series stop will be free and
open to the public and will
feature extraordinary dives,
a live emcee, jumbo screens
for viewing and premium
vending. Public areas will be
stationed along Fan Pier, and
the ICA will extend its hours,
remaining open to the public
until 9 p.m. that evening.
Wiiings are encouraged for both
divers and onlookers. After all, why
not give Boston a World Series?
This October, MillerCoors is hoping
to “scare” up some support for St.
Jude Children’s Research Hospital.
All month long, when you visit a
participating restaurant or retail
outlet, you can purchase a special
pumpkin-faced pinup in exchange
for a $1 donation to St. Jude. The
donor’s name will be written on the
pinup and displayed in the
establishment. It is part of the
annual St. Jude Halloween
Promotion, which is in its 13th year,
and the goal is to raise $3.5 million
for St. Jude.
Amoskeag Beverages is a proud
participant, and has been for years,
in this terrific program. Please ask
your sales representative for pinups
and POS to support the St. Jude
children. Or call Allison Kemon,
local St. Jude representative at
1-800-341-5800 for more
information. Thanks for
your support!
Sylvania 300 at New Hampshire Motor Speedway Loudon, NH
Sunday, September 23, 2012 2:00 p.m.
NASCAR Sprint Cup Series
The cars and stars of NASCAR race their
way back to New England for the
SYLVANIA 300 and the second race in the
Chase for the NASCAR Sprint Cup on
Sunday, September 23. As part of
NASCAR’s 10-race playoffs, this 300-lap
event is sure to be pivotal in deciding the
series champion. With Coors Light as the
official sponsor of NASCAR and Miller Lite
as the official NHMS sponsor, the event
proves to be a winner at the “Magic Mile.”
Come check out the new Lite Lobster
Lounge for a cold brew and tasty food if
you are in Loudon for the race!
www.amoskeagbeverages.com HeadyTimes v.1
7
RetailEDGE
Best in Glass
You wouldn’t serve a filet mignon on a paper plate – would you?
If you pride yourself on your beer selection, serious thought should be given to the presentation and serving technique.
The type of glassware used to serve beer can greatly enhance the drinking experience and affect profitability. The most
common glass found in bars and restaurants is the standard pint or shaker glass. They are simple, sturdy, easy to clean
and work well enough for a wide variety of beer styles, but ultimately do not do much to enhance the drinking
experience.
First consider profitability, if a beer that is meant to be served in a smaller tulip glass is instead poured into a standard
shaker glass, you are essentially losing money on that pour. There is also a responsibility factor at play. Beers with a
higher level of alcohol should be served in smaller glasses. The size of the glass signals to the drinker that this liquid has a
higher ABV. It’s the responsible thing to do for you and your customer.
For stronger beers, a
classic snifter is ideal.
Because these glasses
were originally
designed for fine
liquors such as
cognac and brandy,
they make the most
sense for beers that
are meant to be
sipped and enjoyed
slowly. The pungent
aromas of strong ales
are captured by the
wide bowls and
tapered mouths of
snifters. The glasses
also allow the beer to
be swirled inside
which helps to
reinvigorate and
bring out the volatiles
in the beer.
One of the most
recognizable glasses
is the tall weizen
glass which was
designed for wheat
beers. The long body
shows off the beer’s
color but also
provides plenty of
space for the frothy
head that
hefeweizens are
known for, while the
bowled top locks in
the style’s signature
phenol aromas.
A more elegant
looking glass is the
chalice or “goblet”.
This type of glass is
most closely
associated with
Belgian beer styles.
The wide mouth
makes them ideal for
quaffing so they not
only look great, they
are practical as well.
Tulip glasses,
stemmed with a
bowlish bottom that
tapers outward at the
lip, enhance a beer’s
volatiles while
allowing for a foamy
head. These can be
used for a wide
variety of beers but
the effervescence and
intense aromatics of
saisons work
particularly well.
A tall, thin glass
captures a beer’s
body and color.
Pilsner glasses do just
that. The clear golden
hue of a crisp pilsner
is best showcased in
these slender glasses.
The narrow body of
the glass helps to
maintain carbonation,
a trademark of
pilsners.
These are by no means the only styles of glassware available, many breweries even
have their own unique glasses to differentiate their brand and complete the story of
their beer. The different shapes and sizes of glassware make for some very
appealing eye candy behind the bar and will often entice a customer to order
something based on the glass alone.
Taking time and consideration in determining how you are presenting yourself and
your products shows that you care in a few different ways. By understanding the
intricacies of different glassware you are able to better serve your customers and
gain respect among beer connoisseurs.
8
HeadyTimes v.1 www.amoskeagbeverages.com
The BeerGUY
The Two Sides of Oktoberfest
American Oktoberfest celebrations
tend to be short, beer festival kinds of
things, usually in October – it’s
OKTOBERfest, right? But the German
version is over two weeks long and
starts in September, running through
to the first weekend in October. It’s
more like a state fair midway than a
beer festival: roller coasters and ferris
wheels; food like steckerlfisch (whole
roasted fish on a stick), huge soft
pretzels and roast oxen; flashing lights
and loud music; and a happy throng
of people chattering to each other as
they make their way along the
“Wies’n,” the open area where the
Fest is always held, and has been for
200 years.
It’s a lot bigger than anything here,
one of the biggest events of any kind,
anywhere. Six million people from all
over the world come to the sixteen
days of Oktoberfest: Americans, Irish,
Australians, Brazilians, Brits,
Czechs...it’s the World Cup of beer,
without all those damned vuvuzelas.
by Lew Bryson
But the biggest difference is the beer,
or how good it is – it’s Germany, you
expect good beer – or the huge liter
steins it comes in, or how the
waitresses handle them so deftly, or
even how reasonably priced they
are...but what it looks like. At
Oktoberfest Ground Zero, the beer
they’re drinking in every tent...is
golden in color. Huh?
It’s a familiar story: the Germans
changed their beer. The traditional
Oktoberfest beer, since the late
1800s, was a robust amber lager.
That’s the beer that Michael Jackson,
the famous, seminal beer writer, told
us about in his books, the
“Marzenbier” that German brewers
traditionally brewed in huge batches
in March, the last beer made before
the weather turned too warm to safely
brew. Thanks to the huge effect of
Jackson’s writing on American
brewers and drinkers, that traditional
beer was what we wanted, and that’s
what we got, not this Johnny-comelately golden stuff.
You can also get scads of good
Oktoberfest here – or Octoberfest, as
Jim Koch spells it on the Samuel
Adams bottles. That’s a good one, a
bit more crisp than the Germans, and
fresh as an alpine breeze. Fellow
Bostonian brewery Harpoon has made
an Oktoberfest beer for years - and
put on a great harborside Oktoberfest
event as well, highly recommended –
that’s a bit darker, and goes well with
pasta and red gravy.
If you want to stay really local, to get
the freshest of the fest, you’re covered.
There are Octoberfest events taking
place at Loon Mountain located in
scenic Lincoln, NH on October 6th &
7th and at Pat’s Peak in Henniker, NH
on Sunday November 4th. You can
be sure they’ll be plenty of
Octoberfest themed food & drink
available and activities for all ages!
So, that’s the secret of Oktoberfest,
whether light or dark, big or small,
German or American: it’s about the
attitude, the fun, the gemutlichkeit, the
ein - zwci - drei - G’sulfa!
“…it’s about the attitude, the fun, the gemutlichkeit…”
www.amoskeagbeverages.com HeadyTimes v.1
9
510 Hall Street
Bow, NH 03304-3105
Mud Bowl 2012
It’s been called the cleanest sport played in knee
deep mud; the annual Mud Bowl will take place
from September 7th - 9th at Hog Coliseum in
North Conway, NH this year.
Three days of riveting mud football and the
annual Mud Parade kick off the festivities. Here
you can witness the ever talented Lawn Chair
Brigade drill team as they perform down Main
Street…there are even mud cheerleaders!
Teams of weekend warrior football fanatics have
been enjoying this wonderful charity event since
1976. The Mud Bowl has raised over $700,000
for local charities through the years and
continues to have a dedicated following. If you
are looking for a weekend of fun and frolic in
the scenic White Mountains, check out the 2012
Mud Bowl, a Miller Lite and Amoskeag
Beverages sponsored event!