SHANDY - Amoskeag Beverages

AMOSKEAG BEVERAGES
Summer 2013 | V.4
FRED
MATT
SARANAC BREWERY
AMERICA
REDISCOVERS THE
SHANDY
Retail Edge Seasonals The Beer Guy New Products Programs
HIRE THE BEST EMPLOYEES
|
SUMMER SELECTIONS
|
B R E A K O U T T H E W H E AT S
Letter toTHE TRADE
In This
ISSUE
Cover Story .........................1
Brewer Highlight ..................2
Wayne’s Market ...................3
Bank of New Hampshire
Pavilion at Meadowbrook .....4
We are so pleased with the positive feedback we have been receiving in
regards to the Heady Times. Our suppliers are thrilled to showcase their new
and seasonal products, while our sales department is able to use the publication
as a selling tool when discussing products and programs with their accounts.
Retailers enjoy seeing the actual products before purchasing and are thrilled to
have a heads up on beers that are being released. It’s been a win-win for
everyone involved!
With the recent success of Heady Times, we
thought we’d introduce the person behind the
publication. Kelly Kirkpatrick has been a part of
Amoskeag Beverages in various roles for 20
years. “I was a bit skeptical when the owners
approached me about leading the charge for a
new Amoskeag publication,” says Kelly, whose
past responsibilities have ranged from
receptionist, to positions in purchasing and telsell. Now an editor, Kelly says, “It’s nice to be
able to highlight some amazing brewers,
products and exceptional accounts.”
New Packages .....................5
Seasonal Selections...............6
Available Year-Round ...........8
Perfect for the Season
Programs.............................9
Retail Edge........................12
The Beer Guy ....................13
This is only our fourth edition, but we look forward to many more in the years to
come. Kelly is always looking for news on the latest beer trends and interesting
industry stories to share with readers. Please feel free to email her with any
suggestions at: kkirkpatrick@amoskeagbeverages.com
Thanks again for choosing Amoskeag Beverages. We wish you continued
success and a wonderful summer.
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
America Rediscovers the Shandy
A Refreshing Alternative for Summer
A
S AMERICANS, WE TEND TO LIKE BEER JUST AS IT IS,
from the bottle, can or tap. Although recently, some brewers have
begun mixing beer with other beverages like wine and tea and
people are digging it! Many Europeans countries, whose beer-drinking
history dates back considerably farther than ours, have a long tradition of
mixing beer with non-alcoholic beverages or different styles of beer. The
Shandy or Radler, as they refer to the blended beverage in Germany, is
one of the most popular.
Typically, a Shandy is a beer mixed with citrus-flavored soda, lemonade,
ginger beer, ginger ale or cider. There seems to be no definitive answer as
to when and where the Shandy originated but some tavern historians, yes
such people really do exist, have traced the style back as far as the 1600s.
Some say England deserves the bragging rights, while others believe the
thirst-quenching blends were created in Germany. What we know for
sure is that these refreshing concoctions have been enjoyed for centuries.
Shandygaffs, as they were once referred to in England, are typically
made with equal parts ale and ginger beer. The word Shandygaff is from
the old London vernacular for “pint of beer”. It is a combination of the
words “shanty,” a public house and “gatter,” an expression for water.
The Radler is a combination (usually ½ and ½) of beer and sparkling lemon
soda. The name Radler, German for ‘cyclist’, is said to have come from a
time when a group of cyclists frequented a particular pub in Germany. As
the bar became busy and the bartender feared running out of beer, he
would serve it mixed with carbonated lemonade to extend his supply.
Despite being readily available in Europe for generations, Shandys are
relatively new to our present day beer culture. They are being ordered
more often over the bar by drinkers in the U.S. who crave interesting
alternatives to typical thirst-quenchers. Samuel Adams offers a pre-mixed
Shandy as part of their summer lineup. Porch Rocker, inspired by
Bavarian Radlers, is a blend of Helles beer with lemon for a freshsqueezed lemon taste, effervescent sweetness and a slightly tart,
refreshing finish.
The style of beer used to make Shandys varies, but light lagers or wheat
ales seem to be the most popular among today’s American versions. The
refreshing quenchers are also being brewed in different variations. The
Traveler Beer Co. offers an entire lineup that expands the definition of
what a Shandy can be. Each of their Shandys includes wheat beer that is
mixed with either, ginger and clover honey (Tenacious Traveler), real
lemons and limes (Curious Traveler) or real strawberries (Time Traveler).
Flavored malt beverages are even jumping on board with this trend.
Mike’s Hard Lemonade recently released a Shandy of its own. The mix
of crisp lemonade and golden lager quenches even the
toughest thirst.
Whichever blend suits your fancy, these delicious, low
ABV (typically around 4%) brews make ideal summer
quenchers and are perfect for pairing with lighter fair
like whitefish or salads drizzled with vinaigrette.
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BrewerHIGHLIGHT
Fred Matt | Saranac Brewery
4th Generation of the Matt Family
T
HE FAMILY OWNED AND OPERATED F.X. MATT BREWING
Company has prospered at the foothills of the Adirondack
Mountains in Utica, New York for over a century. It is the oldest
brewery in New York and the third oldest in the country. Under the
leadership of the third and fourth generations of the Matt Family, the
brewery is one of the most respected in the country, producing a
variety of distinctive, flavorful beers.
In 1878, German-born immigrant Francis Xavier Matt (F.X. Matt I),
left the famous Duke of Baden Brewery in Germany to travel to the
U.S. in hopes of owning his own brewery. After several years of
brewing at the Bierbauer Brewery, he re-organized the faltering
brewery to create The West End Brewing Company where he served
as both head salesman and brewmaster. The brewery quickly
became the largest and most successful of the 12 breweries operating
in Utica at the time.
“We know what you have
to do to keep moving forward, which
is why we continue to innovate and
re-invent ourselves.”
do to keep moving forward, which is why
we continue to innovate and re-invent
ourselves.”
This year marks the 125th anniversary of
the brewery and the folks at Saranac want
to share this milestone with all of their
customers. “We have redesigned our
packaging and bottle labels. It’s a great
opportunity to do a better job at telling our
history and product stories.”
Today, Fred Matt, President and 4th generation of the Matt family,
carries on the proud tradition and German brewing heritage with the
celebrated Saranac family of beers. Matt was instrumental in
expanding the brewery’s distributor network and has rebuilt the sales
and marketing organization in order to support the explosive growth
of the brand. Before joining the brewery, he worked in New York
City for Grey Advertising where he managed the Aquafresh
toothpaste business. Matt received his BA from Hobart College and
went on to receive his MBA from the Simon School of Business.
Matt’s brewing philosophy is to create
distinctive and drinkable beers, ones that
have a unique taste, but are not too malty
or too hoppy so you can enjoy them all
night long. Though Trail Mix is one of their
best sellers, a favorite of Matt’s in the
summer months is Blueberry Blonde Ale,
which is made from fresh blueberries.
The brewery suffered a fire in 2008, but was only out of commission
for 33 days. Matt says, “Although this was a difficult situation, the
leaders before me not only suffered a fire, but prohibition, the
depression and world wars, so this seemed like a minor speed bump
compared to what others have faced. It actually made us stronger as
a company because it pulled all of us together for one common
cause, rebuilding the brewery successfully, and we have. Our
company has gone through hard times. We know what you have to
Moving forward, in addition to being
focused on going green, Matt plans to
continue to innovate and brew great
beers. He explains, “You’re going to see
some unique and different things that
we’re doing in our pilot brewery where we
will be testing new styles and flavors that
we think will appeal to consumers.”
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Off-PremiseSPOTLIGHT
Wayne’s Market
T
HE WHITE MOUNTAINS REGION OF
New Hampshire is a year-round destination
known for breathtaking scenery, excellent
attractions and a seemingly endless list of
activities. Here, along Main Street in the quaint
town of North Woodstock, you will find
Wayne’s Market…a local favorite.
Heady Times met up with owner, Chris
Clermont who was happy to show off all that
Wayne’s Market has to offer. The store has
been open for years, but it wasn’t until 13
years ago that Clermont and his family
bought the establishment, and over time
have transformed the store into a beer
haven.
Prior to owning the market, Clermont had
been involved in his family’s hospitality
businesses in NH. But, it was the prospect of
owning and running Wayne’s Market that made him leave his
amazing gig as a golf professional in Florida
and return to his home turf.
Owner, Chris Clermont
With over 1,000 SKUs of beer, it’s no wonder customers will travel long
distances to reach this spot. As Heady Times walked through the store,
the endless rows of big bottles in addition to 15 cooler doors, full of cold
beer, were hard to miss. But big changes are on the horizon. “We are
beginning renovations on our beer section,” says Clermont. The
plans are to incorporate a beer cave to house
Wayne’s huge assortment. Customers
will be able to walk in, feel the cool air
and know their beer will be cold and
refreshing. Custom beer caves have
become very popular in convenience
stores, as they offer an inviting space for
customers to browse.
Beer tastings, held at the store every Friday
from 4:30 – 6:30 p.m., have really helped
with the explosion of Wayne Market’s craft
beer sales. “I was a little unsure at first, not
knowing if my customers were willing to pay higher prices for some of
these craft products,” said Clermont. His worries were put to rest once
people had the opportunity to try a new beer and talk to a knowledgeable
staff member about it. The choice then became easy. “Our local brews like
Woodstock, Moat Mountain and Nepenthe Ales really fly off the shelves,”
he says, but Clermont is always willing to bring in something new.
“Experimentation is the most enjoyable aspect of craft beer.” For
information on their products, checkout Wayne’s Market on Facebook.
Gearing up for summer, the store’s busiest season, means getting the
store in tip-top shape. With the help of 18 well-trained and dedicated
employees running the deli and the rest of the market, that should be a
piece of cake. Clermont is also considering
having the store open 24 hours a day as it
once was.
Community service is another area close to
Clermont’s heart, as he donates weekly to
the local food pantry. “We live and work in
a small community, it’s what you do - help
out your neighbor,” he says. Clermont’s
spirit of giving in combination with the
store’s local charm, great service and
amazing product selection have made
Wayne’s Market the success it is today.
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On-PremiseSPOTLIGHT
Bank of New Hampshire
Pavilion at Meadowbrook
T
H E B A N K O F N E W H A M P S H I R E PAV I L I O N
at Meadowbrook is an 8,000-seat amphitheater on
the shores of beautiful Lake Winnipesaukee in
Gilford, New Hampshire. What started as a mere vision
on a grassy hill, has evolved into northern New
England’s premier summer concert venue. When Heady
Times caught up with RJ and Bridget Harding, owners of
the venue, the place was rockin’! An expansion of the
secondary pavilion is now underway and includes new
parking lots as well as new entrance and exit roads,
all in an effort to ease traffic concerns. Always looking
to enhance their customer’s experience, these
upgrades will be completed for the opening Mötley
Crüe concert on May 17th.
“When we first started this, our family set up folding chairs and erected a
rented stage on the grassy field for local tribute bands to perform,” says
RJ. Now Meadowbrook is known throughout New England and employs
over 300 people with more than 20 big-time concert
events each year.
Many guests are season ticket
holders or VIP “Inner Circle”
members. “Once you‘ve experienced
a Meadowbrook concert, you’re
hooked,” says RJ. Each summer
season, Meadowbrook hosts an
incredible array of musical and
comedic talent. Customers spend
upwards of five hours at any given
event, socializing with friends and
engaging in a memorable evening they
will remember years after the show has
ended. “Having 40,000 Facebook friends
and a huge Twitter following helps us keep
our fans up to date on the latest
Meadowbrook news,” Bridget added.
Meadowbrook has formed a wonderful partnership with Amoskeag
Beverages and their suppliers. “What sets us apart is our hospitality
background,” says Bridget and they’ve found a perfect fit with Amoskeag
who is more than just a sponsor. The Magic Hat 2nd Stage, the Harpoon
Saloon, the Red Stripe VIP Lounge and the Sam Adams Brew House are
all part of this amazing, natural outdoor venue. Coors Light and Miller
Lite aluminum cans are always big sellers at the concerts as well as
Twisted Tea 24 oz. cans, but guests are able to enjoy a wide variety of
brews and they do!
Giving back to the community has always been important to the
Hardings. They helped start the Meadowbrook Foundation, whose
mission is to enhance the educational and cultural well-being of the
community through scholarships and other programs designed to expose
citizens to music and other performing arts. Many music and art
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Owners, RJ and Bridget Harding
programs have been shut down due to
nationwide budget cuts. So much so,
that in many schools, they’re a mere
shadow of what they once were.
“We’re pleased to announce that we
will be leading the charge and
providing funding for the addition of the
state-of-the-art music education software,
SmartMusic, to Gilford schools,” says
Bridget. “It’s so important that children
have music in their lives and we are
thrilled to help.”
Amoskeag would like to give Kudos to
the licensee, Centerplate as well as
Stephanie and her crew who do an
amazing job.
NewPACKAGES
Mike’s Hard Party Kit
The Sam Can™
Mike’s latest variety pack is chock full of your favorite
Mike’s flavors: Hard Lemonade, Hard Black Cherry, Hard
Limeade and the new Hard Strawberry Lemonade. Party
hard with Mike’s new variety pack! Availability: Now,
year-round
The Sam Can™ was developed over
two years of research and testing to
provide the best flavor for beer in a
can. The design provides a drinking
experience that is closer to the taste
and comfort of drinking beer from a
glass. The difference between
drinking out of the new can, as
compared to a standard can, will
be subtle, but drinkers will notice
enhanced flavors and a more
comfortable experience. The extended lip
places beer at the front of your palate to maximize
enjoyment of the sweetness from the malt, while the
hourglass ridge creates turbulence (like
their patented Perfect Pint glass) which
“pushes flavor out of the beer.” The
hourglass ridge and positioning of
the can opening work in concert to
allow more airflow which enhances
the flavor of the beer. You pour the
beer into your mouth as opposed
to “sucking” the beer out of a
can. Availability: Both Boston
Lager and Summer Ale 12 oz.
cans are available now
Grumpy Monk
The long-held brewing traditions of
Belgian Monk’s aren’t meant to be
broken. Yet, to the Monk’s
dismay, the distinctive
character of Belgian yeast,
with its spicy clove and fruit
notes, can be re-imagined
when combined with the
brazen hop character of an
IPA. These hops impart a
citrusy, piney and earthy
flavor that’s balanced by
roasted malt sweetness for
a complex and playful
brew. Grumpy Monk is a
spirited reinvention of the
Belgian tradition.
ABV: 6.5%
Package: Draught only
Availability: Now,
year round
Red Stripe 12 oz. Cans
Everyone’s favorite Jamaican
lager boasts an extremely
refreshing taste, balancing
malty-sweet and lightly hoppy
flavors. The taste quality
enhances the enjoyment of hot
and spicy fare. Just in time for
summer activities, this cool
drinking lager will soon be
available in 12 oz. cans!
Hooray Red Stripe! ABV: 4.9%
Package/Availability: 12 oz. cans
are available now
Woodstock 4000 Footer IPA
A big American IPA, 4000 Footer is brewed with Chinook, Columbus and
Amarillo hops and dry-hopped with Goldings. This tasty IPA honors the 48
mountain peaks that rise over 4000 feet! ABV: 6.4% Packages: 12 oz. bottles
and draught Availability: Now, year-round
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NewPACKAGES
T.G.I. Friday’s®
Frozen Cocktails
For nearly 50 years, T.G.I. Friday’s®
has been mixing world famous
cocktails and this summer, drinkers
can take the world’s most trusted
recipes just about anywhere!
Available in Tropical Pina Colada,
Wild Strawberry Daiquiri, Platinum
Margarita and Blackberry Long
Island Iced Tea flavors, just
freeze and enjoy for authentic
bartender taste. ABV: 5%
Package: 10 oz. pouches only
Availability: Year-round,
beginning in June
SeasonalSELECTIONS
Woodchuck Summer Cider
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.
Woodstock Inn
Raspberry
Weasel
Wheat
This light and
refreshing,
American-style
wheat ale is blond in
color with low hop
bitterness and a hint of raspberry in each
sip. ABV: 4.4% Packages: 12 oz. bottles
and draught Availability: Now!
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Exhibiting a slight tartness, this cider begins
with a full, robust flavor followed by a rich
taste reminiscent of New England
blueberries. Summer Cider is the perfect
refreshment on a warm, summer day.
ABV: 5% Packages: 12 oz. bottles and
draught Availability: Now!
Woodchuck Hard
Cider Private Reserve
Belgian White
A handcrafted
treasure, the ultralimited edition,
Woodchuck
Private Reserve
Belgian White is crafted with a
classic Belgian beer yeast. Cloudy,
with a rich, golden hue, it presents
a delicate aroma and taste with
coriander and orange notes,
laced with the complexity of
apple notes. This unique cider
pairs excellently with seafood,
mixed greens and sharp
cheeses. Join the select few
who get an exclusive taste of the
fruits of Woodchuck’s labor. ABV: 5.5%
Packages: 12 oz. bottles and draught
Availability: Limited quantities in June
SeasonalSELECTIONS
Irish Beer Discovery Pack
Abita Lemon Wheat
The best of Irish beer will be available this summer in one
attractive 8pk carton! The variety pack contains Guinness
Draught, Guinness Black Lager, the first ever can of
Smithwick’s and the brand new, Smithwick’s Pale Ale, the
first new addition to the Smithwick’s brand since 1983!
The English-style pale ale is smooth and light on the
palate with a complex and interesting nose. Smithwick’s
Pale Ale is a rich, golden color with a creamy head and
clean, satisfying, full body. All the beers in this mix pack
are in 14.9 oz. cans. Availability: June
Lemon Wheat is a crisp, refreshing
beer made with lemon peel
for a fresh citrus taste and
aroma. This unfiltered
brew has a hazy, golden
color and is made with
pale and wheat malts,
Centennial hops and
Biere de Garde yeast.
This brew pairs
wonderfully with salads
if the dressing is not too sweet,
shrimp, lobster or any fish. ABV: 4.4% Packages: 12 oz.
bottles and draught Availability: May
A Variety of Travelers
Harpoon White IPA
Harpoon brewer, Ken Hermann took
Harpoon’s exploration of – and
adoration for – the IPA style in a new
direction when he brewed a White IPA
for the 100 Barrel Series. When the
brewery decided to celebrate 20 years
of brewing – and loving – Harpoon
IPA, they knew that style had to be part
of the fun. With notes of orange peel
and coriander, the soft mouth feel of a
Belgian wit and the hop additions of
an American IPA, Harpoon White IPA
combines the best of both worlds.
Formerly available only in the IPA
Adventure mix packs, Harpoon is
proud to offer Harpoon White IPA as
the first of their Limited Release IPAs. ABV: 6.2%
Package: 12 oz. bottles only Availability: May
Twisted Tea Tropical
This seasonal delight includes
tropical fruit notes made with
mango, star fruit, passion fruit
and white peach blended with
a rich base of fresh brewed
tea. ABV: 5% Packages: 12 oz.
bottles as well as 12 and
24 oz. cans Availability: Now!
A Variety of Travelers is a
refreshing assortment of three
delicious Shandys from The
Traveler Beer Co. Curious
Traveler, the original American
Shandy, Tenacious Traveler, a
spicier take on a Shandy,
brewed with ginger and clover
honey and Time Traveler, a
delicious wheat beer brewed
with fresh strawberry for a
subtle fruit aroma and flavor.
Availability: June
Mike’s Hard Pink Lemonade
Think Pink with Mike’s Hard
Pink Lemonade! Lightly
carbonated and packed with
all the punch and sour that’s
made Mike’s famous, this
summer seasonal features
a distinctively tart, pink
lemonade taste – perfect for the
summer! The packaging features
the iconic pink ribbon as well as
the very personal story behind
Mike’s involvement with Breast
Cancer research. A portion of the profits from the sale
of Pink Lemonade are donated to the Breast Cancer
Research Foundation each year. Cheers to finding a
cure with Mike’s Hard Pink Lemonade! ABV: 5%
Package: 11.2 oz. bottles only Availability: June
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Available Year-Round PERFECT FOR THE SEASON
Verdi
Sparkling Italian Summer Fun
Verdi and Sparkletini by Verdi offer 100% natural,
delightfully sparkling, summertime, or anytime,
refreshment. ABV: 5% Packages: 8 and 24 oz. bottles
Availability: Year-round
Corona Light
At only 99 calories and a low 4.5% ABV,
Corona Light is the perfect summer
refresher. Created with the purest water,
the finest malt and the best hops, the #1
imported light beer in the U.S. offers the
same smooth and refreshing taste as
Corona Extra, but with less calories. A
great addition to any summer picnic,
Corona Light is a perfect match for sweet
or vinegary barbeque. ABV: 4.5%
Packages: 12 oz. bottles, cans and
draught Availability: Year-round
CoronaRita
CoronaRitas are driving innovation and increasing sales and
profits! By combining the most popular cocktail with the #1
selling import beer – you get a winning refresher! How it
works: Take a 7 oz. Corona bottle (Coronita) and flip it
upside down into the securely fastened Corona Clip. A
subtle, yet distinct Corona flavor slowly seeps into the
margarita while the cocktail is being consumed. Sit back
and enjoy the delicious combination this summer!
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Magners Irish Cider
Since its introduction to the U.S. in 2000, Magners
Original Irish cider, crafted using the juice of 17
different apple varieties, has become the #1 selling
imported cider in many major markets. Magners Pear is
made using 100% premium pears which are filtered to
get rid of any impurities before fermenting slowly. This is
what makes every bottle so fresh, fruity and full of flavor.
Quality, tradition and refreshment are served in every
bottle of Magners Irish Cider and both Original and
Pear are 100% naturally gluten free. Perfect in the
summer months, enjoy these refreshing Irish ciders over
ice. ABV: 4.5% Packages: Original is available in
11.2 oz. bottles, 16.9 oz. cans and draught.
Pear is available in 11.2 oz. bottles only.
Availability: Year-round
Programs
Molson Canadian
Pure Possibilities
Red Bull Back to Basics
No other beer is more
passionate about the
land and all of the
great things it
provides than Molson
Canadian. Molson
seeks to inspire
drinkers to take
advantage of the land
and all of its
possibilities, especially
amidst the fleeting –
but ideal – summer
conditions. For a
summer vacation,
which would you
choose … a weekend anywhere in North America
or a month-long vacation within 200 miles of
your home?
With 45 different “Pure Possibilities” on back
labels of Molson Canadian, each representing a
duo of traditional and not-so-traditional summer
adventures, Molson Canadian will not only
encourage drinkers to maximize the summer
season, but will also prompt a lively debate
around which of the possibilities presented will be
the winner. What’s more, an interactive digital
overlay allows consumers to vote online, with the
opportunity to see and comment on how other
drinkers would choose to spend their summers.
These unique labels will be featured prominently
on secondary packaging (12 and 24pk bottles)
and on summer-themed POS, providing both on
and off-premise retailers the opportunity to attract
new drinkers and drive repeat purchase, as
consumers try to find – and weigh in on – all 45
Molson Canadian “Pure Possibilities.”
Corona Summer
Live It. Share It. Win It.
This summer, Corona and Corona Light will inspire consumers to
get out and enjoy summer to the fullest - whenever, wherever and
however. Drinkers will be encouraged to live a summer with no
regrets with the tools they need to celebrate the season and share
their experiences. Consumers can enter to win hundreds of weekly
prizes or a grand prize experience via codes in specially marked
packages of Corona and Corona Light. They are also encouraged to
share photos of themselves with Corona/Corona Light for a chance to
win prizes and possibly be featured in a Corona advertisement!
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Programs
Win a Trip to Pick With Mike
American Vintage Hard Tea has
picked the perfect partner to help
them jump start the brand! Mike
Wolf, star and creator of the History
Channel’s hit show, American
Pickers, reaches millions of viewers
as he picks through American’s
forgotten stuff to discover treasure.
This summer, 10 lucky winners will
win a once-in-a-lifetime chance to go
“picking” with Mike in Atlanta.
Consumers will visit and “like”
American Vintage Hard Tea on
Facebook and post images of cool
American classic vintage
items. Each “like” gets one
sweepstakes entry and each
image post gets 10. The
sweepstakes will be promoted on
Mike Wolfe’s Twitter and Facebook
page as well as POS materials for
American Vintage Hard Tea both in
the on and off-premise. Contest
submissions will be accepted
from April 1st through June 15th.
Have your customers show some
American Vintage!
Upload your picture and enter via www.PickWithMike.com
Coors Light
The Night’s Most Refreshing Beer
Coors Light’s newest and freshest campaign, “The
Night’s Most Refreshing Beer” promotion celebrates the
transition from day to nighttime drinking occasions. Just
as key beer drinkers transition easily from work to play,
Coors Light is there with them, and ready for high
energy and social networking.
The creative platform for the program reinforces the
Coors Light brand equity cues via a nod to the Rockies,
while representing the energy that is so often associated
with the Northeast’s most beautiful cities at night.
Where will consumers engage with Coors Light, the
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Night’s Most Refreshing Beer? Throughout the
Northeast, this campaign will hit local media and
programming including out of home, radio, TV, digital,
POS, local sweeps and primary packaging in the onpremise. While the campaign has launched just in time
for summer, it includes year-round trade activation ideas
to make the program more flexible at retail.
From first round to last call, with Coors Light, the
Night’s Most Refreshing Beer campaign will have you
saying, “Carpe PM!” all summer long. Stay tuned for
phase two of this exciting promotion!
Programs
Win a Trip to Brasil with Modelo Especial
This summer, consumers will have an opportunity to
win a trip to Brasil in 2014 to discover soccer
on the world’s greatest stage! Modelo
Especial will become the global
ambassador for fútbol, helping new
fans discover the game and join the
tribe of passionate fans all over the
world! In-pack codes inside cases
of Modelo Especial can be entered
at foxsoccer.com/modelounido for a
chance to win.
Two national grand prize winners,
each with a guest, will jet off to Rio
for the ultimate soccer experience.
Accommodations include a five night
hotel stay, round trip airfare and tickets to a
World Cup game.
Enter in-pack codes at FOXSOCCER.COM/MODELOUNIDO
Harpoon Celebrates 20 Years of Harpoon IPA
Twenty years ago in Boston, Harpoon
IPA was brewed for the first time.
Harpoon Brewery co-founders Rich
Doyle and Dan Kenary were unsure
how local drinkers would take to this
medium-bodied, hoppy, bitter, coppercolored ale, so they introduced it as a
summer seasonal. It became an
instant favorite and in 1994 Harpoon
IPA became a year-round offering.
Harpoon IPA has since become the
brewery’s best selling beer and it
remains the brewery’s flagship.
Harpoon celebrated the beer’s 20th
Anniversary by sharing the brewery’s
IPA story, and by inviting Harpoon
IPA fans to share their own stories in
the “Tell Us Your IPA Story” contest on
Facebook. And to continue the IPA
celebration throughout the year,
Harpoon will release limited edition
6pks of two new IPAs, Harpoon
White IPA and Harpoon Black IPA.
The White IPA, a blend of a Belgian
wit and American hops, will be
released in May, while the Black IPA
will be released later this fall. Cheers
to 20 years of Harpoon IPA!
www.amoskeagbeverages.com HeadyTimes v.4 11
RetailEDGE
Hire the Best Applicants for Your Business
Finding good people to work for you is not always easy. In addition to possessing the skills to do the job, a potential hire
must also fit the culture of your organization and have the appropriate background experience when needed. Resist the
temptation to hire the first person to apply. It is up to you to find good workers and place them in positions that will help
your business thrive.
Here are some general guidelines to
follow…
Define the job.
What do you want out of this
position? What sort of background is
needed to do the job? Clarify the
type of person you want as well as
the ones you don’t. Identify duties
and tasks. Prioritize the characteristics
and experience of the person you
would like to hire, but set realistic
expectations.
Develop a clear job description.
List responsibilities and range of
tasks, whether full or part time, hours
the employee will work and
requirements in terms of work
experience, education, technical skills
or certifications. Do not over-define
the job as you want the position to be
fairly flexible if unforeseen tasks arise.
Elaborate on the positives of your
company and make sure the position
sounds exciting or interesting. You
may also want to list a salary range
in order to weed out inappropriate
candidates.
Get the word out.
Post the position both internally and
externally when appropriate and let
your current employees know you will
be posting outside. Hiring from within
can help keep the talent you have by
letting your people know there is
possibility of promotion. Utilize online
resources like careerbuilder.com and
monster.com. There is a cost
associated with these sites, but it will
allow for more choices. Post the
position on your website and use
social media to get the word out.
Those who frequent your site or
follow you on Facebook/Twitter are
most likely interested in the industry.
12 HeadyTimes v.4 www.amoskeagbeverages.com
Evaluate the candidates.
Screen resumes or applications
against the prioritized qualifications
and criteria you have established.
You may want to weed out
candidates who have had many
short-term jobs, no indication of
increased responsibility or long
periods of time between jobs with no
explanation.
Get the most out of the interview.
Make candidates feel comfortable.
The best questions to ask are those
that are behavior-based. For
example, “What problems have you
encountered in previous jobs or with
prior employers and how have you
handled them?” This kind of
questioning helps you see into past
behavior and predict future
performance. Ask open-ended
questions and let them talk. Getting a
feel for the interviewee’s personality
allows you to get a sense of whether
or not they will fit in with the culture
of your business. Joel Moran, Director
of Human Resources for Amoskeag
Beverages feels it’s important to be
certain that applicants are looking for
the kind of job you are offering. He
says, “Know your business well
enough to match the expectations of
your hires.”
Know Who You Are Hiring.
Why would any employer hire
someone without doing a complete
background check? Not doing so can
cost employers thousands of dollars in
time spent interviewing, training and
providing benefits. Yet, many don’t.
For about $30 per applicant and less
than ten minutes of time, employers
can have peace of mind knowing that
the new employee is a good
investment. Moran says, “The cost to
do a background check is a lot less
than the cost of a bad hire.” Take
advantage of the many preemployment screening services
available online. InfoCheckUSA.com
is a national provider of background
checks and screening, while criminal
background checks can be performed
for less than $20 on sentrylink.com.
Reference checks are also beneficial,
however many companies are wary
of disclosing information on past
employees for fear of a lawsuit. Your
best bet is to ask questions like, “Is
the candidate eligible for re-hire?”
The BeerGUY
When The Weather Heats Up, There’s Just One Thing To Do…
Break Out The Wheat Beer
By acclaimed beer writer Steve Hawk
Wheat. It’s not the most widely used malt ingredient in beer, but it definitely makes a popular brew,
especially for the summer. Adding wheat gives beer a particularly refreshing, light and crisp flavor,
which makes it perfect when the weather is warm.
Wheat beers originated in Germany and Belgium, where wheat was most abundant. Some believe this
is one of the oldest styles of beer, as it is thought that farmers may have stumbled upon it accidently by
allowing their harvested grain to ferment.
There are many different kinds of wheat beers, from pale Belgian wits to dark dunkleweizens, and
cloudy unfiltered hefewiezens to clear kristalweizens. They also vary in strength of alcohol and flavor. Here are just a
couple styles of wheat beer you may want to promote during the summer months.
“Wheat beer is clearly a good choice for the summer.”
Hefeweizen
Belgian Wit
Originating in Southern Germany,
this is an easy style of beer to love,
as it is low in alcohol and fruity in
flavor. Half or more of the malt in this
recipe is wheat, and when combined
with the special blend of Bavarian
yeast, flavors of banana and clove
are naturally produced. Hefeweizens
have just a slight hop bitterness and a
cloudy appearance, as these are
unfiltered beers with yeast particles,
still in suspension. In fact, the prefix
“hefe” means “with yeast”. If you
want to sample a terrific local brew,
try a Sebago Hefeweizen.
An unfiltered Belgian-style ale,
Belgian wits are also brewed with a
high percentage of wheat. They are
always spiced with coriander and
orange peel and traditionally they are
high in carbonation and low in
alcohol content. These brews are very
refreshing and drinkable, with
prominent citrusy and spicy
undertones. The term “Wit,” also
referred to as “White,” refers to the
cloudiness of the style due to the
suspension of the yeast.
Excellent examples of Belgian-style
wits are the highly-popular Allagash
White and Blue Moon Belgian White,
which are both available all year
long. You can’t go wrong with either
one!
Wheat beer is clearly a good choice
for the summer. Whether it’s for a
picnic, tailgate party or any other
outdoor activity, the versatile style is
sure to keep you – and your
customers – cool.
www.amoskeagbeverages.com HeadyTimes v.4 13
510 Hall Street
Bow, NH 03304-3105
Celebrate the 90th Anniversary
of Laconia Motorcycle Week
June 8-16, 2013
T
HE ORIGINAL RIDING RALLY, LACONIA
Motorcycle Week, is back again for their 90th
Anniversary! The Laconia motorcycle rally, one of
the premier rallies in the world, will have every attraction
you can imagine. One of the best things about this
major rally in New Hampshire is that it attracts the best
custom bike builders and their creations. Events and
attractions will be everywhere, but the place to be at
night is Weirs Beach.
Other attractions at the rally will include the Laconia Bike
Show, Ride-In Bike Show, ultimate fighting matches, a
motorcycle parade, a motorcycle auction, the Northeast
Regional Trike-In, tattoo contests, motorcycle stunts, poker
runs, guided rides and live music. Attractions at the bars
will include music, Twisted Tea, Coors Light and Miller
Lite promotions, biker contests, stunt riders, a bikini bike
wash, tattoo contests and more. Local dealerships will be
hosting events like the Miss Heritage Harley Davidson
Contest as well as other biker contests, bikini contests
and several different attractions for the bikers.