A PASSION FOR PUMPKIN€¦ · FOCUS ON SEASONALS | FALL SELECTIONS | BRAND STRATEGY A PASSION FOR PUMPKIN Fall 2014 | V.11 FINLEY DISTRIBUTING WELCOME TO FINLEY DISTRIBUTING. W ELCOME

Retail Edge Seasonals Account Spotlights New Products ProgramsF O C U S O N S E A S O N A L S | F A L L S E L E C T I O N S | B R A N D S T R A T E G Y

A PASSION FOR

PUMPKIN

Fall 2014 | V.11 FINLEY DISTRIBUTING

WELCOME TOFINLEYD I S T R I B U T I N G

WELCOME TO THE 2014 FALL SEASON! IN THE last edition of the Heady Times, I spoke about making the most of beer sales. I mentioned it is most important

to offer a balance of domestic, import and craft beers. While the popular craft beer segment has great momentum, domestic and import brands account for the majority of sales volume. Other focus points I discussed are; know your consumer, consider the season and maintain proper beer temperature. Planning with these factors in mind will help you make the most of your beer sales. I would tell you today, your plan for increased beer sales in the coming months should be to focus on seasonals!

Rotating, special edition beers, also known as seasonals, accounted for a growth of 24% in 2013. A trend which hasn’t lost any steam, seasonal beer is playing an increasingly important

role in the portfolios of many breweries. Fall is a time for entertaining and celebrating. It’s the perfect opportunity to showcase a variety of brands. Why not profit from the demand and add them to your portfolio at a time when customers are more willing to try them? In terms of dollar sales, the seasonal and variety pack category is second only to IPAs. Variety packs give consumers a chance to experience a range of styles and flavors in one package.

Another category to consider this season is cider. If you ask me, apples are a great complement to fall. Hard cider is not just kicked up, sweet apple juice. Many ciders offer a range of flavors and a variety of taste profiles. In the last few years, cider’s popularity has exploded nationwide. It is a movement that is small, but powerful! Cider appeals to both sexes, is gluten-free and is viewed as something new by Millennials. These customers, born in the 80s and 90s, are always looking for the next big thing, and they have found it in cider. Did you know Finley has a wide variety of ciders available in our portfolio? If you don’t already offer a cider, consider adding some to your inventory. Craft, Import and Cider basket rings are 13% higher during the fall season, so take advantage of this by offering a few fall beers or ciders. During this season, customers who prefer domestics will likely pick up a craft, import, seasonal or cider along with their normal order, to offer guests while entertaining or to spice up their regular selections. Craft regulars will appreciate the effort you’ve made to offer something new and relevant and the variety in inventory will keep customers coming through the door.

The continuous launch of new and special edition products is vital in keeping yourself relevant in the customer’s mind. Theoretically, it’s great to bring in the new trending product or package and the latest seasonal, while maintaining the balance of domestic, import and craft classics. To accomplish this, Finley offers the largest brand portfolio and the best brand support in the business, but we understand shelf space is not endless. It is important to offer a refined lineup featuring a wide range of style and taste options to appeal to your customers and fit the space. Use this publication and your Finley Route Manager as tools to review your product assortment often and make necessary edits. Make the most of your beer sales this fall, offer a one-stop solution that delivers strong variety and challenges customers to enjoy the best beers and ciders, both seasonal and year-round offerings.

Sincerely,

Dennis Shields President

In This ISSUE

Cover Story ......................... 1

Welcome to Finley Distributing ................ 2

Gus’s Liquor ........................ 4

Tap & Bottle ........................ 5

New Products ...................... 6

Seasonal Selections .............. 7

Available Year-Round Perfect for the Season ........11

Programs ..........................12

Retail Edge ........................17

Letter toTHE TRADE

Heady Times is published four times a year, courtesy of Finley Distributing Co., LLC.

AS FAR AS ANYONE KNOWS, THERE IS NO ONE OFFICIAL symbol that completely captures the spirit and ethos of American brewers. Hops or waving fields of grain aren’t descriptive enough.

They are too international and they don’t convey the American craft beer story. Much in the spirit of Ben Franklin, who argued that the tenacious and fierce turkey, and not the bald eagle, should represent our democracy, the humble pumpkin might be the perfect symbol of American brewing today.

Hard work, creativity and a refusal to do things exactly as they were done in Europe are hallmarks of those early pumpkin eaters – the Pilgrims. Their influence on the traits we as citizens continue to value, are the very traits that make American beer so exciting today. Where else in the world could so many interesting styles of beer, pumpkin and spiced beers in particular, have been imagined? Only in America where the pumpkin reminds us of the first Thanksgiving and the Pilgrims. So how about it, American brewers? Let your pumpkin flag fly!

Seriously though, pumpkin beers run the gamut of styles, but most are amber-colored and malty with tasty caramel and nutty flavors. Many contain cloves, nutmeg, cinnamon and ginger. Different types of squash (butternut is the most common) are blended with pumpkin to boost the flavor. Spiced pumpkin beers forego actual pumpkin all together and rely on a combination of spices that create the taste and aroma we associate with the fall. As for ABV, it ranges from 5% to 10% or more if the beer is a big ale or Imperial stout, so offer your customers a diverse selection and remind them that these beers are great with seasonal foods, especially at the holiday table.

The pumpkin craze shows no sign of slowing down. Right now, we accept it and wonder if the bubble will ever burst. Food and beverage writers gave the pumpkin a lot of ink back in 2012. New York magazine declared, “Pumpkin is the New Bacon.” The New York Times noted that, “Everything is coming up Pumpkin Pie.” And no one knows for sure exactly how much pumpkin beer is brewed in the U.S. IRI only tracks sales in supermarkets, gas stations and at retail locations that scan barcodes. Then there are the sales of pumpkin beers consumed on-premise at breweries and brewpubs, which are unknowable and presumably lost to history.

It’s ok to have a bit of fun at the expense of pumpkin beers. Keep in mind though, that if they didn’t taste so good and sell so well, breweries wouldn’t make them.

Why Such a Passion for Pumpkin? Anderson Valley Fall Hornin’

Blue Moon Harvest Pumpkin Ale

Buffalo Bill’s Pumpkin Ale

Epic Brewing Pumpkin Porter

Grand Canyon Pumpkin Porter

Lakefront Pumpkin Lager

Magic Hat Wilhelm Scream Pumpkin Ale

New Belgium Pumpkick Ale

Wild Ciders Pumpkin Cider

Woodchuck Limited Reserve Pumpkin Cider

CoverSTORY

www.finleybeer.com HeadyTimes v.11 1

HeadyTimes v.11 www.finleybeer.com2

In 1909 the residents of Shiner, Texas didn’t strike gold, they struck water. And shortly thereafter, they learned that they could turn that water into some pretty tasty beer. Every drop of Shiner beer continues to be brewed at the Spoetzl Brewery in Shiner (population 2,069) with the same pure artesian well water that has wet the town’s whistle for more than a hundred years. Today, more than six million cases of delicious Shiner beer are sent across the country. Founder, Kosmos Spoetzl, would be proud.

Since 1872, the Radeberger Brewery has been guided by one single-minded pursuit – they call it “Pilsner Perfection,” the perfect combination of water, hops and barley (nothing more, nothing less) and a passion to share their distinctive taste with the world. Some follow fashion and others chase fads, but Radberger has stayed true to the cause, brewing their exceptional German Pilsner in the same town (and nowhere else) for one consistent taste the world over. What’s more, it’s all they’ve ever done and will continue to do. When you’ve brewed German Pilsner for as long as they have, you learn a thing or two about how to do it right. Since keeping it that way has become the brewery’s obsession, they are able to promise that the unique taste of Radeberger Pilsner will be just as crisp and refreshing wherever you enjoy it as if it is straight from the tap at the brewery.

Schöfferhofer beers are sparklingly smooth! Schöfferhofer Weizen was the first wheat beer in Germany to be brewed outside Bavaria. For many years, it has proved to be one of the most successful German wheat beer brands, which includes numerous award-winning and innovative variations in flavor. The most striking feature of Schöfferhofer Weizen is its fruity character with a slight citrus note. This, combined with a pleasant hint of clove, makes Schöfferhofer an enjoyable, sparklingly smooth beverage. Compared with the more filling wheat beers from the Bavarian region, Schöfferhofer is characterized by its ‘sleek’, elegant character and palatability.

Henninger, the classic pilsner with the slightly bitter freshness is one of the most traditional beers from Frankfurt and is based on centuries of brewing experience. With its two main varieties, Kaiser Pilsner and Radler, Henninger has always been popular among beer drinkers throughout the world.

WELCOME TOFINLEYD I S T R I B U T I N G

The World’s “Gold Standard” of nonalcoholic beers, Clausthaler is a pioneer among nonalcoholic beers and stands as a synonym for great-tasting alcohol-free beer like no other brand in the world. The wide range of Clausthaler products (Classic, Extra Herb, Lemon and Amber) illustrates the brand’s commitment to the dynamic market segment of nonalcoholic beers. Today, Clausthaler is exported to more than 50 countries in the world, making the brand a true global player.

The Asahi Brewery aims to satisfy its customers with the highest levels of quality and integrity, while contributing to the promotion of healthy living and the enrichment of society worldwide. Their focus is to further cultivate their mainstay Asahi Super Dry brand. With its refreshing barley flavor and crisp aftertaste, Super Dry is by far the most popular, high-quality beer in Japan. Since its debut in 1987 as Japan’s first dry beer, it has continued to improve. Its taste has set a new standard that is acknowledged around the world today.

Before they thought of making their own cider, the folks at Wild Cider drank cider over all other options both at home and out on the town. They enjoyed cider so much, the idea of making cider naturally drew them in and evoked such excitement that they decided to pursue it, not just as a hobby but as a lifelong dedication. For many months prior to opening their doors, they toiled over creating the final recipes. All of their hard work has coalesced in the production of the World’s Best Ciders, produced and packaged in the shadow of the Great Colorado Rockies. Indulge your senses with all of their different ciders. Get Wild!

PALM is Belgium’s largest independent brewery and the maker of PALM Ale, Belgium’s top-selling ale. Located in Steenhuffel, Belgium, PALM Brewery has a long tradition of producing award-winning beers and ales. PALM Ale has long been one of Europe’s top-selling specialty beers and when you taste it, you will know why. Made with English hops, French barley, and Belgian yeast, PALM represents the best of European beer-making traditions. It’s the roasted Champagne malt which gives PALM its amber color, but without being heavy. PALM is a great alternative to traditional pilsners and lagers for the beer drinker looking for something a little different.

Brewery Boon produces Boon Framboise (raspberry lambic), Boon Kriek (cherry lambic) and Boon Oude Geuze (traditional bottle-conditioned lambic). Frank Boon is a true artisan brewer and it shows in his lambics. Boon’s beers are all 100% lambic based; no sugars, syrups or concentrated fruit juice added. His fruit beers are made with top quality fresh fruit and the air in Lembeek makes his lambics unique. The beers of this brewery are capped with champagne corks.

A great family that produces great beer, Rodenbach is rooted in a family tradition going back to 1714. Nowadays Rodenbach is one of the world’s most unique breweries, but above all it is a brewery where some of the world’s most exceptional beers are produced. Rodenbach Classic is Belgium’s famous sour ale, with subtle sour undertones that make it a real thirst-quencher. The award-winning Rodenbach Grand Cru is a blend of “young” beer (33%) and an older beer (67%) that has matured in oak vats. It is the high percentage of the older, ripened-in-oak beer, that gives it the complex and intense bouquet with a very long aftertaste like a Grand Cru wine. This is a complex beer with lots of wood and fruity esters. It is wine-like with a balsamic vinegar aroma and it has a sharp, fruity taste. Grand Cru is refreshing, with a balanced Madeira-like sweetness.

Welcome to FINLEY DISTRIBUTING



Gus’s Liquor

THESE DAYS IT’S HARDER AND harder to sustain a successful independent business. With

chains on every corner, how is a local guy supposed to compete?

Just ask Gus El Murib, owner of two liquor stores in Tucson. Gus’s Liquor on 1st Avenue is celebrating its 20th anniversary this year, and his second store on Grant Road isn’t far behind at 18 years in business. Not bad for a guy who describes himself as “a kid who skipped school a lot and just wanted to play soccer.”

The sixth child in a family of eight children, a young Gus left his native country of Lebanon to escape the Civil War. He spent some time in school in Alexandria, Egypt before heading west to Montreal. After a year in Canada, Gus realized he wasn’t built for cold weather and set out for southern California, eventually moving on to Houston. The one constant during each move, was Gus’s involvement in the liquor industry. In 1984 he put his accumulated knowledge to work and opened his first business: a convenience store in Houston, Texas. After a few years, he and his wife at the time moved to Tucson to be closer to her family. Between 1992 and 1994 Gus acquired three gas stations in town before deciding to get out of that business.

He then purchased a Circle K on North 1st Avenue. For the first three months the store was open, Gus was waiting for his liquor license. As the paperwork was being finished, Gus promoted his new business with flyers, including only the address of the store. He couldn’t very well advertise “Gus’s Liquor Store” if he wasn’t selling liquor. Instead, he sold cigarettes. Gus knew that convenience stores had high mark-ups on cigarettes, and most people went to the grocery store to buy them, so he decided to price his cartons competitively.

When his liquor license came through, Gus’s business took off. Two years later, he purchased a property that was once home to a 7-11, and turned it into Gus’s Liquor #2 on Grant Road. Decades later, both stores are quite successful.

What are the secrets to Gus’s success? “You’ve got to be a people person,” he says. Gus has stayed in the industry because he likes dealing with the public, and they like dealing with him too. “Over 80% of my customers are regulars,” Gus says proudly. He knows what they drink, what they buy and all of their stories – and he seems to enjoy it.

Another important thing for business owners to remember: treat your employees well. From profit-sharing to medical benefits, Gus knows

Off-PremiseSPOTLIGHT

how to take care of his loyal staff. One of his managers has been with him for over 20 years. He wouldn’t tell us exactly how long, but put it this way – Gus’s youngest daughter is 21 years-old, and this manager has been with Gus since before she was born.

Gus splits his time between both stores and makes sure to keep the business in the family. In fact, one of his older brothers came to the U.S. and works with him in Tucson. He has built a loyal following of both employees and customers, and it appears to be working quite well.

Gus’s Liquor two locations in Tucson: 3350 North First Avenue, north of Fort Lowell Road, and 4302 East Grant Road at Columbus. Both stores are open 7am - 11pm Monday through Thursday, 7am - 12 midnight Friday and Saturday, and 8am - 10pm Sunday

On-PremiseSPOTLIGHT


Tap & Bottle

SCOTT AND REBECCA SAFFORD’S DREAM of making a living while doing what they love became a reality in June of last year when the

couple opened the doors of Tap & Bottle.

When it comes to beer, these two know their stuff. They met (appropriately enough) in the tap room at Hotel Congress. Since then, their love of beer has taken them all over the country, visiting breweries and learning about beer.

During their travels, Scott and Rebecca often came across tasting rooms with accompanying bottle shops, and they wished Tucson offered something similar. Both have experience in the industry and they kicked ideas back and forth. On New Year’s Eve, while sitting at Toronado in San Diego (a well-respected Beer Garden/Gastropub/Bottle Shop), they resolved to fill a niche in Tucson and open a bar and bottle shop of their own.

Resolution made, they needed a place to open their business, and the space they found on South 6th Avenue was ideal. Located in a familiar neighborhood near their downtown home, the property basically sold itself. “This might sound silly,” Rebecca says, “but once we saw the concrete in the back of the space, and the wood floor in the front, that was it. We knew the coolers could go on the concrete and there was a clear line between sections.” Bottle shop in the back, bar in the front – done deal.

A year later, the two couldn’t be happier. “We built the bar that we wanted to go to … and it’s awesome and amazing to have such positive feedback, especially from people outside your circle of friends.” Rebecca is still surprised by the sheer number of people who frequent the bar and bottle shop. When many businesses are struggling to keep the doors open, Tap & Bottle has managed to extend their hours and is looking to expand by adding more coolers.

Walk into Tap & Bottle today and you’ll find over 500 bottles of beer and 100 bottles of wine in the shop. You can grab what you want from the coolers and pop it open right there, or take it home to enjoy later. Or, grab a seat at the bar and choose from the twenty rotating draught beers and six wines on tap.

But the folks at Tap & Bottle aren’t just interested in selling you products – they’re on a mission to share their knowledge and passion. “We love being the place that focuses on beer education,” says Rebecca. The Beer 101 classes and brewery panels offered at Tap & Bottle are open to everyone, particularly others in the industry looking to educate and inspire their employees (and, ultimately, sell more beer).

Other events held at the bar include tap takeovers and parties that showcase local breweries or introduce new ones. Recently, they hosted their most successful event yet: SourFest, a festival that featured only sour beers. It was so popular, that they’re looking forward to creating more events that focus on a particular style of beer, rather than a specific brand.

And that’s not all. These guys are very involved in the community. They recently received the “Bike Friendly Business of the Year” award from

Tap & Bottle is located at 403 North 6th Avenue, #135 in Tucson. The hours of operation are Monday through Wednesday 2pm - 11pm, Thursday 2 pm - midnight, Friday and Saturday 12pm - midnight and Sunday 12pm - 10pm

the city. Every Tuesday, customers who bike or walk to Tap & Bottle receive $1.00 off draught beer and wine. Although they don’t serve food at Tap & Bottle, patrons are welcome to bring their own. Food trucks are lined up right outside the bar on Thursday, Friday and Saturday nights as well as on Sundays for brunch.

Tap & Bottle is clearly a business with a heart. Scott and Rebecca love beer, and educating interested folks about beer. We dare you not to fall in love on your first visit. Visit them online at thetapandbottle.com.

6 HeadyTimes v.11 www.finleybeer.com

NewPRODUCTS

Redd’s Wicked AppleThis is the Apple that Bites Back! Bold and refreshing, Redd’s Wicked Apple has juicy apple notes that are perfectly balanced with just the right amount of sweetness and tartness. The rebellious kin to the apple ale family, Redd’s Wicked Apple is sure to ramp up your night! Bad can be a very good thing. ABV: 8% Packages: 10 and 24 oz. cans Availability: Year-round, beginning in August

Woodchuck Packaging RedesignThis August, Woodchuck is getting a brand new look! The package refresh will better reflect the company and explain what exactly is going on inside the bottle. There will be no changes made to the Woodchuck recipe or liquid, but the six-pack design has changed with the logo shifted off-center and a painting of the new cidery in its natural setting has been added. In addition, tasting notes from the cider makers were added to the six-pack giving the consumer a full picture of what they are pulling off the shelf. These changes represent the most significant update to packaging in Woodchuck’s history.

Woodchuck HopsationWoodchuck’s first addition to their core lineup since 2011, Hopsation is a hop forward cider made by infusing the original hard cider with Cascade hops for a sensational pine and citrus aroma. The smooth apple character

of Woodchuck’s signature hard cider balances perfectly against the bitterness of the hops. Some may just call it a Hopsational cider. ABV: 5% Packages: 12 oz. bottles and draught Availability: Year-round, beginning in August

Woodchuck Out On A Limb A Rotation of Innovative CidersWoodchuck’s new Out On A Limb lineup is truly rare and unique. All year-round, the six-pack design will remain the same, but the liquid will change every few months. Some of these ciders are fermenting in five-gallon carboys, others are aging, and even more are being are being tweaked and perfected. The only thing they share in common is the creative artistry with which they are handcrafted. Woodchuck takes pride in living out on a limb, pushing the boundaries of cider. This ever-changing rotation of ciders is something Woodchuck thinks the world is ready for. The first of the OOAL series that will hit the market in October is Woodchuck Chocolate Raspberry. This complex cider features a bright apple character with smooth notes of chocolate and raspberry throughout. Its medium body and rich copper hue will deliver a refreshing experience with each sip. Cheers to going out on a limb! ABV: 5.5% Package: 12 oz. bottles only Availability: Limited quantities, in a year-round rotation, beginning in October

Lost Coast 25th Silver Anniversary Belgian Ale

Lost Coast’s 25th Silver Anniversary Belgian Ale is a Belgian strong ale brewed with Belgian and American malts and perfectly balanced with European hops. The Trappist yeast has a rich, ripe fruitiness resulting in a malty, smooth and aromatic ale with a deceptively high alcohol content. The light amber-

colored ale is spiced with coriander and orange peel. Brown Belgian candi sugar is added for extra flavor. ABV: 8.8% Package: Draught only Availability: Now!

San Tan SunSpot GoldSunSpot Golden Ale is an American take on a traditional blonde ale that distinguishes itself by being infinitely drinkable. Brewed with light amounts of hops and American pale barley, Sunspot Gold has a deep, rich golden color and delicate hop character. Americans have a habit of taking products and improving them. We believe this is especially true with Sunspot Gold. The brewers say they were just looking to brew something to pair with pizza! ABV: 5% Package: 12 oz. cans only Availability: Now!

Oskar Blues Old Chub Nitro Scotch AleAfter years of experimenting with putting fresh draught beers on nitro, Oskar Blues decided to take the next step and insert the robustly complex Old Chub into a nitro’d can, thus generating an uber-silky, smooth oral experience for drinkers of this rich Scotch ale. Old Chub Nitro utilizes an existing widget technology developed by The Ball Corporation. The nitro widget is attached to the bottom of the can and is charged with liquid nitrogen during the filling process. The widget releases the nitrogen when the can is opened, liberating the cascading, creamy smooth nitro pour. The nitro style allows beer lovers to go deeper into the smoky, smooth mouth-feel and rich malty flavors of Old Chub Scotch Ale. ABV: 8% Packages: 16 oz. cans and draught Availability: Now, year-round

7www.finleybeer.com HeadyTimes v.11

SeasonalSELECTIONSWhen Demand Exceeds SupplyMany 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 Finley 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.

Please feel free to discuss seasonal selections with your Route Manager. If an item is out of stock, they will be able to offer similar suggestions.

Newcastle WerewolfThis limited-edition red ale is brewed with rye malt, naturally giving it its blood red color. Smooth with mellow overtones of berry fruit, Werewolf finishes with a sudden bite of bitterness, which makes it a formidable blend that consumers hunt for. Scare up profits with this “beast” of a seasonal! ABV: 4.5% Packages: 12 oz. bottles and draught Availability: September

Blue Moon Harvest Pumpkin AleHarvest Pumpkin Ale was the brand’s first fall seasonal, created in 1995. At the time, Oktoberfest beers were in high demand. Blue Moon wanted to create a beer that was a little different from what was already out there and that complemented the season by highlighting the flavors we’ve all grown to love during this time. It was so popular that it became the first nationally available pumpkin ale. Harvest Pumpkin Ale is crafted with pumpkin and spices of cinnamon, nutmeg, cloves and allspice for a taste you’ll want to fall right into. It’s here as long as the leaves are. ABV: 5.7% Packages: 12 oz. bottles and draught Availability: September

Blue Moon Brewmaster’s Fall SamplerEnjoy the flavors of fall with the Blue Moon Brewmaster’s Fall Sampler. This year’s variety includes: the famous Blue Moon Belgian White Belgian-Style Wheat Ale; Expressionist Collection beers, Rounder Belgian-Style Pale and Farmhouse Red Saison Flanders-Style Ale; the feel-good Caramel Apple Spiced Ale and last, but not least, Harvest Pumpkin Ale. Availability: August

Redd’s Fall/Winter Pick Different PackRedd’s ultimate line of apple ales are perfect for those looking for a fresh, new kind of beer. Different to the core, Redd’s ales are infused with natural flavors and a crisp apple taste for a clean finish and ultimate refreshment. Redd’s will inspire consumers to “Pick Different” with three different flavors in the variety pack: Apple Ale, Strawberry Ale and the new flavor, only available in the variety pack, Cranberry Ale! With an upfront sweet flavor followed by a tart cranberry taste, Cranberry Ale is moderate in body and finishes smooth. Availability: September

Mike’s Hard Blood OrangeThis irresistibly fresh and tangy blend is made with Italian blood oranges from the groves of Sicily and Italy. Cold. Hard. Refreshing. Mike’s Blood Orange is hard pressed for the best. ABV: 5% Package: 12 oz. bottles only Availability: September

Mike’s Harder Apple Firebomb Cinnamon Whiskey Flavored Apple AleMike’s Harder is passionate about making things better, harder and more intensely flavorful which is why they held a competition, asking creative minds to design and name their new cinnamon ale for a chance to win $7,500! There were four lucky winners for a total of $30,000 in prize money! The winning designs will be emblazoned on limited edition cans of Mike’s Harder Apple Firebomb across the U.S. this fall! ABV: 8% Package: 16 oz. cans only Availability: September


SeasonalSELECTIONS

Paulaner Oktoberfest BeersPaulaner Oktoberfest Märzen is an amber Oktoberfest lager (5.8% ABV) that is available year-round due to its popularity in the U.S. This authentic Oktoberfest beer was served at the original Oktoberfest 200 years ago! The new, 12-pack packaging allows for improved shelf presence. Availability: August

Paulaner Oktoberfest Wiesn (veezin) is a golden Oktoberfest lager (6% ABV) that is brewed once a year in Germany in anticipation of the Oktoberfest celebration. The majestic, deep golden color and earthy aroma of barley and yeast will ease drinkers

into the centuries-old art of German brewing. The best-selling beer at Oktoberfest in Munich, Wiesn is the only bier served in the Paulaner Oktoberfest tents. Availability: September

The combination of Paulaner Oktoberfest Märzen and Paulaner Oktoberfest Wiesn makes for an original and authentic Oktoberfest experience. Packages: 11.2 oz. bottles and draught

Leinenkugel’s OktoberfestThe perfect beer for anyone who wants to join in the spirit of arguably the world’s greatest festival, Leinenkugel’s Oktoberfest is a traditional Märzen-style beer with a toasted malt flavor and subtle, spicy hop notes that make it perfect for celebrating fall in true German fashion. ABV: 5.1% Packages: 12 oz. bottles and draught Availability: Now!

Left Hand Oktoberfest Märzen LagerThis is no festivus for the restuvus – on the contrary – Left Hand starts brewing in the spring and the beer takes a full two months to reach lagered perfection. Biscuity, malty goodness dominates upfront while the noble pedigree hops lend a properly spicy, dry finish. Zicke zacke, zicke zacke, hoi, hoi, hoi. Time to roast your chicken and upend your stein before the air gets crisp, the leaves flame and fall and the skies fade to black. Auf geht’s! ABV: 6.6% Packages: 12 oz. bottles and draught Availability: September

Firestone Walker OaktoberfestThis is a proper German bier. Traditional, imported malts offer subtle, honey-like aromas with hints of Noble hop spice. The stars of this brew are the imported pilsner and Vienna malts that offer malty sweetness that carries through to the end. German Hallertau hops add rich Noble

hop character to balance this exceptional Märzen beer. Oaktoberfest celebrates the age-old German tradition. ABV: 5% Packages: 12 oz. bottles and draught Availability: September

Green Flash Green BulletA full-bodied triple IPA, Green Bullet combines New Zealand-grown Pacific Gem and Green Bullet hops. Significant pine and citrus hoppiness hit the palate at first sip, accentuated by tropical notes of mango and pineapple, ending with a moderately aggressive, bitter finish. ABV: 10.1% Packages: 12 oz. and 22 oz. bottles and draught Availability: September

Green Flash Hop Odyssey Cedar Plank Pale Ale

This hoppy pale ale starts out as 30th Street Pale Ale and then undergoes Spanish cedar aging. Wood aging imparts an incense cedar aroma which dominates the dry hop. The flavor contributions from the Spanish cedar include peppercorn spiciness and a tannic, dry mouth feel that makes the hop flavor and bitterness linger

in the finish. The wood adds a fun and unique twist on a classic American strong pale ale. The wood is good! ABV: 6% Packages: 22 oz. bottles and draught Availability: October

Shiner OktoberfestShiner’s Märzen-style Oktoberfest features traditional German malts and 2-row barley for a deep amber color and slightly toasted flavor. Made for stein raising, polka dancing and pretzel scarfing, Shiner Oktoberfest is a fall favorite. ABV: 5.7% Packages: 12 oz. bottles and draught Availability: Now!


SeasonalSELECTIONS

Abita Pecan Harvest AlePecan Harvest Ale is brewed with pale, Munich, biscuit and caramel malts and Willamette hops. Real Louisiana roasted pecans are added in the brewhouse and give the ale a subtle, nutty flavor and aroma. ABV: 5.1% Packages: 12 oz. bottles and draught Availability: September

Abita Octoberfest Märzen-Style LagerThis full-bodied, German-style malty lager has a copper color and is hopped and dry-hopped with German Hallertau hops giving it a pleasant, spicy hop aroma that’s just right for the season. ABV: 5.4% Packages: 12 oz. bottles and draught Availability: September

Port Brewing High Tide Fresh Hop IPABrewed and dry-hopped with freshly harvested whole flower hops, the recipe for this beer changes seasonally depending on which variety of fresh hops are available at the time of the annual fall hop harvest. Using the hop cones at their peak of freshness helps the beer burst with citrus and spicy notes and creates a crisp and refreshing IPA with a resonating hop character and a dry, grassy finish. ABV: 6.5% Package: 22 oz. bottles only Availability: Limited quantities in September

Port Brewing Santa’s Little Helper Imperial StoutSanta knows who’s been naughty and who’s been nice… and this is one seriously naughty but nice beer. Santa’s Little Helper Imperial Stout starts with an emphasis on dark cocoa and roasted coffee aromatics. The finish lends hints of sweet crystal malt, warming tones of alcohol and a touch of hops, making a perfect accompaniment to leftover fruit cake and sugar cookies. ABV: 10.5% Packages: 22 oz. bottles and draught Availability: Limited quantities in November

Port Brewing Hop-15 AleThis seasonal double IPA has a blend of 15 different domestic and imported varieties of hops added every 15 minutes. A winner of numerous awards, Hop-15 is one of the most sought after beers by hop-heads everywhere. ABV: 10% Packages: 22 oz. bottles and draught Availability: Limited quantities in September

Magic Hat Wilhelm ScreamThe distant drums of change are

thumping, signaling the coming of chilling frosts, falling leaves and ghoulish screams. In a patch ripe with orange glow, Wilhelm Scream awakens and unleashes his season-stirring call

for fall. His revelers listen for his echo across the ripened dancing days and

prepare their seasonal celebration of harvest and ale. Wilhelm Scream is ripe with the fall flavors of pumpkin, cinnamon, nutmeg and caramel. Medium-bodied and the color of orange setting suns, this brew finishes similar to the way we finish summer – with just a hint of bitterness. ABV: 5.4% Package: 12 oz. bottles only Availability: Now!

Grand Canyon Pumpkin Springs Porter

Grand Canyon’s pumpkin porter is brewed with pumpkin, squash, sweet potatoes and spices. This porter is dark and smooth with a warming finish – a true complement to the fall season. ABV: 5.8% Packages: 22 oz. bottles and draught Availability: Mid-August

The Lost Abbey Gift of the Magi AleBrewed as a strong, dark Bier de Garde, Gift of the Magi is a massive beer fit for a King (or a queen), offered every year leading into the holiday season. Gift of the Magi has an initial presence of caramel sweetness with a slight hop-forward character. In addition, Magi is also bottle conditioned with Brettanomyces, which allows the beer to continue to evolve into a drier, more peppery beer as it ages. ABV: 9.5% Packages: 750 ml cork-finished bottles and draught Availability: Limited quantities in October


SeasonalSELECTIONSNew Belgium Frambozen

Frambozen begins with the aroma of fresh red raspberries, followed by the ripe seductiveness of a fruity brown ale with depth and delicate malt notes. It is deep ruby in color, with flavors just as rich. Every year, New Belgium

sends a delegate to the Pacific Northwest to oversee the process of

turning freshly picked berries into a pure juice to be added during fermentation. The coming of Thanksgiving at New Belgium is ushered in with the first sighting of their cellar operators scuttling about, covered head to toe in a festive crimson berry wash. ABV: 6.5% Packages: 12 oz. bottles and draught Availability: November

New Belgium PumpkickWhat’s that bite of tartness doing in a pumpkin beer? Adding an unexpected kick of cranberry juice brightens this traditionally spiced seasonal ale. Pumpkick is brewed with plenty of pumpkin juice, cinnamon, nutmeg and allspice, but it’s the cranberries and touch of lemongrass that send your taste buds sailing. ABV: 6% Package: 12 oz. bottles only Availability: Late August

New Belgium Tour De FallNew Belgium’s love for beer, bikes and benefits is best witnessed with the ruckus and kinetic fun of their Tour De Fat and this pale ale has the same bang! Brewed with pale malt, caramel and chocolate rye, Tour De Fall presents a deep amber color. The aroma is piney notes, dancing the lead with tropical fruit tones and breadiness keeping the

beat. Take a sip and the bitter joy comes out swinging, packed with Cascade and Amarillo hops, followed with a backbone balance of a tasty malt bill. Tour de Fall will get you clapping along. ABV: 6% Packages: 12 oz. bottles and draught Availability: Now!

Anderson Valley Fall Hornin’ Pumpkin AleWith a brilliant, deep copper hue and creamy, beige-colored head, Fall Hornin’ Pumpkin Ale has inviting aromas of caramelized malt and baking bread with highlights of cinnamon, nutmeg, pumpkin and seasonal spices. The pleasantly creamy mouth feel and silky body embrace the sweet caramel flavors and tang of spices (with just a hint of hops) that ends in a smooth, round finish. ABV: 6% Package: 12 oz. bottles only Availability: September

Big Sky Slow Elk Oatmeal StoutHappens every year; people shootin’ cows. That’s how the Slow Elk got its name. Enjoy the creamy texture, great malt complexity and the unequaled smoothness of this Northern Rockies oatmeal stout. Stock your fridge the easy way and keep an ear open for the unmistakable bugle of the Slow Elk … Mooooo! ABV: 5.4% Packages: 12 oz. bottles and limited draught Availability: August

Bell’s Best Brown AleA smooth, toasty brown ale, Best Brown Ale is a mainstay in the brewery’s fall lineup. With hints of caramel and cocoa, the malt body has the depth to stand up to cool weather, but does not come across as heavy. This balancing act is aided by the generous use of American hops. ABV: 5.8% Packages: 12 oz. bottles, 16 oz. cans and limited draught Availability: Late August

Woodchuck Fall HarvestFall Harvest is a cider with elegant character, full of apple, cinnamon and nutmeg, balanced out with a hint of American white oak; a true taste of the season. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: Late August/early September


Available Year-Round PERFECT FOR THE SEASONBreckenridge Oatmeal StoutDark in character, not in spirit, this bold, smooth-bodied concoction oozes dark-roasted coffee aromas and flavors of espresso and semi-sweet chocolate. These heady pleasures are rounded out with a dose of flaked oatmeal for a creamy body and a semi-dry finish. ABV: 4.95% Package: 12 oz. bottles only

PALM AlePALM Ale has long been one of Europe’s top-selling specialty beers and when you taste it, you will know why. Made with English hops, French barley, and Belgian yeast, PALM represents the best of European beer-making traditions. It’s the roasted Champagne malt which gives PALM its amber color, but without being heavy. PALM is a great alternative to traditional pilsners and lagers for the beer drinker looking for something a little different. ABV: 5.4% Package: 11.2 oz. bottles only

Big Sky Scape Goat Pale AleScape Goat is Big Sky’s example of a classic British pale ale with a Montana flair. East Kent Golding and Crystal hops are combined to produce a thirst-quenching beer with citrus undertones. Simply put, Scape Goat is crisp and easy to drink. This beer is great for those lingering, warm days or any time of year. ABV: 5% Package: 12 oz. cans only

Big Sky Moose DroolMoose Drool’s chocolate brown color and creamy texture makes for the perfect malty beer with just enough hop presence to keep it from being too sweet. The aroma mostly comes from the malt with a hint of spice added by the hops. Moose Drool is brewed with pale, caramel, chocolate and whole black malts and Kent Goldings, Liberty, and Willamette hops. ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans and draught

Shiner BockBrewed with rich, roasted barley malt and German specialty hops, this lightly-hopped American-style dark lager always goes down easy. Originally a seasonal beer, fans have demanded it year-round since 1973. Tip back a Bock! ABV: 4.4% Packages: 12 oz. bottles, 12 oz. cans and draught

Lost Coast Downtown BrownDowntown Brown is a smooth, full-bodied nut brown ale, lightly hopped with a hint of roasted and crystal malts. This ale is dark in color without the heavy taste of porter or stout. ABV: 5% Packages: 12 oz. bottles and draught

Crispin Original CiderA classically styled, but untraditional hard apple cider, Crispin is fruit-forward, with a fresh, crunchy, appley nose and a deliciously refreshing, crisp mouth feel. ABV: 5% Packages: 12 oz. bottles and draught

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Programs

New Belgium Tour de Fat

Bikes, beer and bemusement are in store at New Belgium’s “Tour de Fat,” stopping at Tempe Beach Park Saturday, October 4th. Tour de Fat includes live music, a parade of bikes (literally) and, of course, lots of beer. High fives and admission are free. Check out newbelgium.com/tourdefat for details.

Strongbow and Perrano The Perfect Party SolutionStrongbow serves as the perfect upscale hard cider for casual parties. The new Gold Apple and Honey & Apple flavors are two more reasons Strongbow and retailers can win at these occasions. And what’s a party without a cheese platter? This fall, drinkers hosting at-home occasions can discover the perfect pairing of Strongbow and Perrano cheese. Two contemporary, premium brands are coming together to offer solutions to improve the hosting experience. Evites will help drive consumers to retail with hosting tips for their fall hosting events. POS with stopping power will highlight Strongbow and Perrano as the perfect party solution.

Heineken Latin Grammys

Heineken, the official beer of the Latin Grammy® Awards, is opening a world of extraordinary experiences to consumers to celebrate excellence in Latin music. On November 20, 2014, the 15th Annual Latin Grammy® Awards ceremony will continue to bring together the worldwide Latin music community and fans by recognizing the impact of Latin music and its excellence. Heineken, the beer for those who enjoy excellence, has celebrated the best that Latin music has to offer through its support of the Latin Grammy® Awards since their inception in 2000.

From September 15th through November 20th, Heineken will engage shoppers through a Latin Grammy® retail program, promoting at-home viewing occasions to celebrate the best in Latin music through attention-grabbing POS. Heineken invites aspiring Men of the World to text a regionalized keyword for the chance to win a trip to the Latin Grammy® Awards. Llévate el Premio (Take the Prize) and win a trip to the most premium event in Latin music!

Programs


Discover your most interesting sales with Dos Equis!

From the beginning of time, masks have provided an opportunity to don a new persona, an alter ego, or a way to hide one’s true identity. This fall, Dos Equis is donning its own mask with unique promotional packaging, including limited-edition bottle labels directing consumers to enter a sweepstakes for a chance to attend a Dos Equis Masquerade Party.

At retail, Dos Equis is encouraging consumers to discover their more interesting side by entering a sweepstakes for a chance to be rewarded with trips to the Dos Equis Masquerade Party in New Orleans on November 22, 2014. POS featuring the limited-edition bottles encourages consumers to grab a pack, take a photo of their receipt, and send it via email to [email protected] for a chance to win.

On social media, patrons will be encouraged to use the Dos Equis Masquerade Snaps app to make the night out more interesting. Those who upload their masquerade image to Instagram with #XXMasquerade are automatically entered into the grand prize sweeps. This Halloween, join Dos Equis and discover your most interesting profits!

Newcastle Drink the Beer. Get the Gear.Sports – Newcastle drinkers are as passionate about them as Newcastle is about brewing their brown ale. This fall, Newcastle is encouraging fans to share how they watch their favorite teams, with Newcastle in hand, for a chance to win exclusive gear.

An engaging Twitter sweepstakes will provide drinkers with participation incentives. Consumers can enter to win sports-watching gear by tweeting @Newcastle how they enjoy #WATCHINGTV. During the Monday Night Football Madness season, Newcastle Brown Ale will be giving away plasma screen TVs, coolers and foam fingers. Grab Newcastle and get ready for watching TV!

Dos Equis Masquerade

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Programs

Coors Light HalloweenCoors Light will bring some fun to your account this Halloween with everything from vampire tap/beverage wraps to beads and photo backdrop banners to help you create a month-long Halloween bar destination. Pennant strings, cemetery gates and Frostbite messaging will catch consumers’ attention, leaving them wishing for The World’s Most Refreshing Beer™.

In addition, this October, Coors Light will continue its support for St. Jude Children’s Research Hospital. Last year, the combined efforts of distributors, chains and national accounts helped raise $6,393,751 for research and treatment. Complete with kits and incentives, the collection and donation processes are very easy! Get your customers behind the cause!

As a sponsor of Wednesday Night Rivalry® on NBCSN, Coors Light will own this hockey season with multiple commercials during each game, Facebook Fan of the Week and Cold Hard Facts announced on air as well as Coors Light verbal mentions and in-game graphics.

Create a weekly hockey night using impactful Wednesday Night Rivalry retail tools like the Match-Up Schedule Poster and the Permanent Feature Board. Excite hockey fans by elevating the Facebook Fan of the Week to encourage brand engagement.

Breakaway with a Cold One


Programs

Redd’s Halloween

Whether it’s after a long day of work or out in the woods, there is nothing like unwinding with a cold one. When it’s hunting season, every guy is on the hunt for that moment when he can enjoy his passion. This fall, Keystone Light® is replacing its traditional blue equity cans with REALTREE® Camouflage cans. And, one in every 15 cases contains a winning orange can (while supplies last)! Consumers can win prizes including REALTREE® backpacks, jackets, gloves, caps, T-shirts, coolers and more. As if that’s not enough, three grand prize REALTREE® camouflage-wrapped Kawasaki® ATVs will be given away! Just find the orange can, snap a photo of it, and send it to Keystone Light for a chance to win! Take a shot at the Orange Can. The Hunt Is On!

You’re not the only one ready to get spooky for the holiday. Redd’s iconic, shiny apple will transition to a mischievous jack-o’-lantern this season, embracing its dark side. Redd’s is Mischievous to the Core.

Keystone Light: The Hunt For REALTREE® Camouflage Cans


Modelo Especial Celebrates The Day of the DeadIn 2014, Modelo Especial is introducing an exciting new campaign honoring and celebrating rich traditions. Dia de los Muertos or “The Day of the Dead” aligns with Modelo Especial’s rich Mexican heritage. A suite of new and festive POS materials will strongly position Modelo Especial as the beer that respectively honors the memories of those that have departed.

Keep the momentum of summer going with this exciting Corona football promotion! Corona and Coach Jon Gruden have handpicked the best aspects of the sport, from “Rockin’ Rituals” to “Tailgate Eats.” Consumers will vote for their favorite nominees and enter to win an exclusive Corona Gameday Football Experience. All new POS featuring Jon Gruden will drive consumers to GamedayBeach.com to vote.

Programs

RetailEDGE


RetailEDGEBrand Strategy

By George LatellaProfessor of Food Marketing, Saint Joseph’s University Haub School of Business

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 [email protected] or 610-660-2254.

In the last article, we continued the discussion of formulating your Brand Strategy with a discussion of your brand personality.

If you are an off-premise retailer, you sell brands. If you an on-premise retailer you may sell brands or create your own. Either way, you need to understand how the brand icons you sell or create are perceived by you customers.

What is a brand icon?

Icons relate to our sensual side. Sight, sound, taste, smell and touch. We crave certain things as consumers. And our senses help guide us in certain directions. For example, in the morning, you may go to Wawa® for a cup of coffee and a Tastykake® or Sizzli® breakfast sandwich. In the afternoon, it might be a Coke® and a bag of Herr’s® chips.

You can also define an icon as something that is unique to your brand and brings up an image in the customer’s mind when they are exposed to one of the five senses.

Some examples of this are:

Visual – Beer bottle with a sliced lime at the top (Corona)

Sound – The sound a beer bottle or can makes when opened

Touch – Pillsbury® Doughboy

Smell – Starbucks® Coffee

Taste – Dorito’s®

Next we have the power of people and characters.

A great example of this is the comparison between Jim Koch from Boston Beer and the spokesman for Dos Equis, “The Most Interesting Man in the World.” Both brands are very successful and use iconic figures in their marketing.

It took much longer for Jim Koch to become an icon. He chose a path very similar to Frank and Jim Perdue. Over time, he was able to convince us of his passion for brewing great beer. The message was always about the beer and the process they went through to insure that we were always getting a hand crafted beer made by someone who cared.

On the other hand, the Dos Equis brand was developed around “The Most Interesting Man in the World.” He doesn’t brew the beer, inspect the ingredients or manage the people. He just drinks it.

Other great examples of characters are the St. Pauli Girl, the Dogfish Head dogfish, and the Guinness pint.

All of these companies provide plenty of marketing materials for you to use in your business.

And don’t forget your personal icons. You and your staff are what can separate you from everyone else. Make sure everyone is properly trained and educated on the differences in each product that you sell.

In the next issue, we will wrap up our discussion on building your brand strategy.

2104 S. Euclid Ave.Tucson, AZ 85713

Since the introduction of the Stubby bottle last June, the package has helped brand volume to grow 47.6% year to date. This fall, the brand will extend its Heritage can program to the popular Stubby bottles with three new heritage-inspired labels that will hit the market in October.

Kick Off Every Game with a Cold OneThis football season, from mid-August through December, Coors Light is asking consumers to “Kick Off Every Game with a Cold One.” In turn, shoppers can enter for a chance to score “Silver Seats.” On-pack instructions and point-of-sale messaging will prompt consumers to register and enter the promotion. A mobile finger-flick “kickoff” enters players for instant-win, daily, weekly and

monthly prizes including Stub Hub® gift cards, Coors Light man-cave merchandise, tickets to the nation’s best rivalry games and a grand prize: a $5,000 Stub Hub gift card that will allow fans to watch their teams play all season long! Football packaging for Coors Light 12 oz. bottles and 24 oz. cans will be available for the season.

Documents

A PASSION FOR PUMPKIN€¦ · FOCUS ON SEASONALS | FALL SELECTIONS | BRAND STRATEGY A PASSION FOR PUMPKIN Fall 2014 | V.11 FINLEY DISTRIBUTING WELCOME TO FINLEY DISTRIBUTING. W ELCOME