BREWERIES GIVE BACK - Amoskeag Beverages · 2019-05-28 · Ed Murphy Tom Bullock Kevin Emmons . VP/General Manager President VP/Marketing Director. T. ODAY, MORE AND MORE CONSUMERS

B R E W E R I E S

GIVE BACK

Retail Edge Seasonals The Beer Guy New Products ProgramsINTRODUCE BEER TO THE WOMEN IN YOUR LIFE | HOLIDAY SELECTIONS | BRAND STRATEGY

Holiday 2014 | V.10 AMOSKEAG BEVERAGES

Ed Murphy Tom Bullock Kevin Emmons VP/General Manager President VP/Marketing Director

TODAY, MORE AND MORE CONSUMERS ARE USING THE INTERNET to search for the products or services they need. Although Amoskeag has had a website for the past few years, we knew our business

would gain credibility by having a top-notch site, so we recently had it professionally redesigned… and it looks great!

The new and improved website offers a wealth of information, making it an effective way to let our customers, suppliers and employees know about the arrival of new products, upcoming events and special promotions. In addition, the user-friendly site includes Amoskeag’s history and current happenings at the distributorship, a company directory with corresponding email addresses and phone numbers, employment opportunities and links to our social media outlets as well as past and current editions of Heady Times. You will also find descriptions for all of our beers, separated by category and searchable by beverage type, brand or supplier, making products easy to find.

The new site is available to both our standing and potential customers, twenty-four hours a day, seven days a week. It allows people to browse our products and services when it’s convenient for them. With today’s busy lifestyles, this is a very useful tool.

As we continuously strive to offer the best customer service possible, we have also included an inquiry section on the site. This outlet gives our customers a way to provide honest feedback about their experiences with us, voice concerns or ask questions and receive a timely response from an Amoskeag representative.

Take a moment and check out the site: www.amoskeagbeverages.com. We hope you find it informative and helpful. We also send our best to you and your family for a happy and healthy holiday season.

In This ISSUE

Cover Story ��1

Brewer Highlight ��2

Stateline Paysaver��3

Downtown Cheers Grille & Bar ��4

Seasonal Selections ��5

Available Year-Round Perfect for the Season ........10

Programs �� 11

Retail Edge �� 16

The Beer Guy �� 17

Letter toTHE TRADE

Heady Times is published four times a year, courtesy of Amoskeag Beverages.

CoverSTORY

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Big Breweries That Give Back…BigMILLERCOORS

The Holiday Meals Program provides meals to tens of thousands of citizens in 14 local communities.United Way MillerCoors matches employee donations and donates $2 for each volunteer hour logged by employees. St. Jude Children’s Hospital The Coors Light Halloween program allows consumers to purchase $1 pinups at local retailers with all proceeds going to St. Jude

CONSTELLATION BRANDSNourishing Neighbors Initiative Employees donate time, food or money to help fight hunger in their local community. Corona Cares A program initiated in 2005 by the company’s beer division and wholesaler partners to benefit children with health problems and their families. The V Foundation and Corona partner each year for the Help Find a Cure Program that helps in the search for a cure for cancer.

DIAGEOArthur Guinness Projects’ awardees receive mentoring and marketing support to raise awareness of their work and make a positive change in their environment. Guinness Gives Back provides funding and resources for Fire Departments to obtain the best available equipment, technology and training via a partnership with Guinness and the Leary Firefighters Foundation.

THE BOSTON BEER CO.Brewing the American Dream provides entrepreneurs with low-to-moderate income businesses involved in food, beverage, hospitality and craft brewing with the essential ingredients to achieve their dreams of successful business ownership via coaching events and loans.

SPOETZL BREWERYThe Shiner Toast Our Troops program has raised almost $300,000 for The Boot Campaign, a national, nonprofit organization, dedicated to cultivating awareness, promoting patriotism and providing assistance to military personnel (past and present) as well as wounded soldiers and their families.

HARPOON BREWERYIn 2003, Harpoon Helps was created to organize all of Harpoon’s charitable work under one name. Their mission is to support local charities throughout New England with donations of Harpoon beer, volunteer hours, and by raising thousands of dollars through Harpoon events to aid their efforts. Check out the back cover to read about the Harpoon Helps event at the Veteran’s Affairs Medical Center in Manchester in December.

Many businesses affiliate themselves with a charity to market their com-pany. Not only is it a meaningful way

to reach customers, it helps others in the process. As the holidays approach, it is not unusual for companies and individuals to start thinking about the less fortunate. But the less fortunate and worthy causes don’t magically materialize during the months of November and December. Organizations and people need assistance all year long, and for that reason, Heady Times is giving a “shout out” to suppliers that engage in charitable endeavors continually. There are too many to acknowledge in this limited space, so our apologies to companies and individuals who are not listed.

There are very good and obvious business reasons to align your efforts with a good cause. And don’t think that charities are oblivious to your motives. Most charities understand your purpose for participating and are more than happy to help you receive a return on your investment/donation.

From a business standpoint, look for charities that will give you meaningful exposure to a large number of people. If you are sponsoring a charitable event, try to choose one in which your target market would participate. Publicize your involvement by sending press releases to the local media and spread the word via social media. Should you get involved with high-profile causes, media coverage will be more likely.

If you keep your efforts in-house, designate specific products as “cause-related”. Let your customer know that when that product is purchased, a portion of the proceeds supports the charity. This information is particularly valuable to Millennials who as a generation are eager to make a difference and will spend their dollars accordingly. Data exists to back up that claim. Deloitte’s Millennial Survey 2013 reveals that four out of five Millennials are more likely to purchase from a company that supports a cause they care about. Additionally, three in four would think more highly of a company that supports a social cause.

Businesses can do well financially while doing a lot of good for the community. Before the rush of the holidays is upon us, please give some thought to how you can help a great cause… all year long.

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BrewerHIGHLIGHTJim Koch Gets Draughted Boston Beer CompanyAfter 30 years at the helm of the Boston Beer Company, this perennially innovative brewmaster has gone from mere revolutionary, all the way to

Three decades ago, Jim Koch fired one of the first shots in the craft beer revolution when he began hand-selling his very first beer – Sam Adams Boston Lager. It was,

and still is, brewed according to the recipe formulated by his great-great grandfather, who was a Brewmaster by trade.

In 1984 when it was first introduced, Sam Adams Boston Lager was an extreme beer. There was nothing else like it sold in the market. “When I brewed my first batch of Samuel Adams Boston Lager, I fell in love with the taste of the beer,” says Koch. “I thought that if I could taste this beer every day of my life, I’d be a happy man. Well, I do get to taste it every day, and that’s one of the best things.”

To Koch, being a craft brewer means having a passion for full-flavored beer, using quality ingredients and always being innovative. Last year, The Boston Beer Co. released over sixty beers and that doesn’t include all of the beer recipes they tested in their nanobrewery – a 10-gallon brewery system that operates within the walls of the brewery. “We’re always trying new ingredients, styles and brewing techniques,” says Koch. “I am surrounded by a very creative bunch of brewers, so I never worry about running out of ideas for new beers. My only concern is not having enough time to try them all!” Rebel IPA, the newest addition to their year-round lineup took some time to perfect. “We’ve been brewing IPAs for years, and we’ve been experimenting with West Coast-style IPAs for a while, but we just hadn’t found the right recipe. A lot of the in-depth research we did for this beer took place in our nanobrewery.”

When Koch was asked which assortment of beer he would choose to sell on draught if he only had six lines to work with, he said, “I’d make sure to put on a good mix so folks could find their favorite styles, but also have the opportunity to try something new. Boston Lager, balanced and complex, is my favorite beer, so it’s a must have. Beer tends to have a rhythm with the seasons so I’d want to have a couple seasonal options. This time of year, I’d choose Winter Lager and White Christmas. I’d also include our West Coast style IPA, Rebel IPA and Double Agent IPL, an India Pale Lager for the folks who like hoppy beers. Lastly, I might include Tetravis, a bold and rich Belgian quad – our newest Barrel Room Collection beer.”

Speaking of the Barrel Room Collection, each beer in the series of unique, limited releases, is a blend (to varying degrees) of freshly brewed Belgian ale and a funky ale called Kosmic Mother Funk, or KMF. “It’s an ale that has been aged for up to a year in large oak tuns made of Hungarian oak.

Wild yeast and different bacteria in the barrels contribute a unique spicy, fruity, tart character to the fermentation and resulting beer. The porous character of the oak also allows air to slowly seep into the beer during aging, smoothing out any harsh flavors.”

It’s not only the brewing of the beer that Koch cares about; freshness is just as crucial to the quality. “We are consistently going to great lengths to ensure that our beers remain fresh. Back in the eighties, we pioneered putting legible freshness dating on all of our Samuel Adams beer bottles and kegs to ensure drinkers enjoy the best beer possible. When we find beer that’s past its freshness date, no matter where it is, we buy it back and replenish it with fresh beer. We’re constantly, almost obsessively, checking our beers to ensure they’re fresh. We do thousands of freshness checks a day all across the country and spend millions of dollars every year buying back and destroying old beer. “I would rather dunk myself in a vat of bad beer than put bad beer into the mouth of a person – and it has been done!”


Stateline Paysaver

LOCATED ON A WELL-TRAVELED STRETCH OF RTE. 28 at 531 S. Broadway Street in Salem, the gigantic replica of the Green Monster painted on the front of Stateline

Paysaver catches the attention of people from New Hampshire and Massachusetts, drawing them in to the enduring store.

Stateline Paysaver was opened in 1972 by the Notini family who have continued to run a top-notch establishment since, and they have Steve Dardas, a 16-year veteran, to thank. He has helped smoothly run their business as both the operational manager and buyer for Stateline Paysaver.

Heady Times was grateful for the opportunity to follow Dardas around the store and witness firsthand how business is done in an account that sells trailer loads of beer. “We may not have a huge space, but we know how to fill it,” Dardas explains. It would be easy to mistake Stateline Paysaver for just another neighborhood convenience store, but the back room is packed to the gills with one of the largest selections of beer around! Stateline sells a huge volume of beer with Modelo Especial, Coronitas and Coors Light being a few of the biggest movers currently. Over the years, their keg business has exploded and people come from all around to fulfill their draft needs. “I do all my own ordering and try never to run out of beer,” Dardas proudly states. And if he doesn’t have something his customers are looking for, he’ll order it for them. Additionally, the store is open 364 days a year, only closing on Christmas day.

This Salem landmark includes 16 cooler doors, a beer cave and handcrafted wooden shelving units that house hundreds of different beers and beer products. The store’s laidback, friendly vibe makes for an extremely enjoyable shopping experience in which customers are welcome to not only browse the vast selection of beer, but the large assortment of wines, K-cups, snacks and tobacco products as well.

At Stateline Paysaver a friendly, knowledgeable staff is happy to answer any questions and provide recommendations and suggestions to interested shoppers. Their beer-loving patrons really appreciate the great service. “If we see one of our loyal customers heading into the store, we usually have their beer order waiting at the register and we’ll pop it into the trunk for them.”

With the holidays quickly approaching, you can be sure that Stateline Paysaver will be ready for their customers with a great selection and a smile.

Off-PremiseSPOTLIGHT

Steve Dardas of Stateline Paysaver


Downtown Cheers Grille & Bar

DOWNTOWN CHEERS GRILLE & BAR HAS been a staple in the Concord area for over 20 years. Prized for its laid-back style and inviting

neighborhood feel, the big-time draw is “consistency” says owner Doug Milbury. “I’ve spent most of my life in the restaurant business and started Cheers as a catering and bartending service.” Through the years, Milbury and his talented staff have made it their mission to offer guests a great meal and excellent service, each and every visit.

The restaurant/bar has a great location in downtown Concord on the corner of Depot and Storrs Streets, making it easily accessible to business people, families and local students. Their vast menu features a wide range of traditional and contemporary lunch and dinner entrées as well as daily specials. With a focus on quality, value and hospitality, Cheers promises its guests a deliciously satisfying and memorable dining experience. Their fully stocked bar, cocktail menu and 16 draft lines provide diners with a perfect beer pairing for any meal. When Heady Times sat down with Milbury, guests were taking advantage of the daily drink special… which happened to be, on draft beer. “Our specials are a great way for people to try some of the new craft beer we have on tap.” Cheers does a booming seasonal business, but Coors Light and Pabst bottles are always popular choices.

With a main dining room, a large bar and several function areas, Cheers has accommodations for 250 patrons. They offer a wide variety of function packages from cocktail parties, featuring only appetizers, to a full banquet menu. No matter the occasion, they can suit any party’s needs. Seasonally, their outdoor patio offers an ideal spot to enjoy a delicious al fresco lunch or dinner with accompanying live music.

As the holidays near, many are looking to help various charities in need and Cheers is no exception. They will once again partner with the U.S. Marine Corps Reserve Toys for Tots Foundation to ensure that underprivileged children experience the thrill of opening holiday gifts. “We have been a big supporter of Toys for Tots and are committed, now more than ever, to ensure that disadvantaged children don’t go empty-handed this holiday season,” states Milbury.

A casual American restaurant & bar with a warm, inviting atmosphere and an attentive, friendly staff makes Downtown Cheers Grille & Bar a perpetual winner!

On-PremiseSPOTLIGHT

Bonnie Osgood, General Manager of Downtown Cheers Grille & Bar with owner, Doug Milbury

Downtown Cheers Grille & Bar, Depot St. in Concord

5 www.amoskeagbeverages.com HeadyTimes v.10

SeasonalSELECTIONSWhen Demand Exceeds SupplyMany 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.

SeasonalSELECTIONS

Smirnoff Ice Strawberry BelliniThe newest, sparkling malt beverage from Smirnoff Ice, which combines the juicy taste and aroma of ripe strawberries with a sparkling white wine/champagne finish is, Strawberry Bellini! This seasonal selection is a beautiful pink wine color that is festive and gorgeous, especially when served in a champagne flute – perfect for New Year’s celebrations. Cheers to your own bottle of bubbly! ABV: 5.8% Package: 11.2 oz. bottles only Availability: November

The Guinness Signature Series Discovering more about brewing heritage, techniques and recipes has become a past time for the growing number of ‘better beer’ drinkers in the United States. Guinness, one of America’s most loved brands, has a rich brewing heritage and an archive of precious brewing stories, techniques and styles that it is finally ready to share. The Guinness Signature Series is a range of small-batch, luxury beers developed by Guinness Master Brewers to share the history of beer, reimagined

through modern expressions of Guinness. These unique and distinctive beers are made from rare and highly sought- after ingredients, perfect to serve for fine dining, personal indulgence and elegant gifting. Before mastering the stout and porter for which his St. James Gate Brewery became famous, Arthur Guinness was renowned for his amber ales. Inspired by this, the first edition of this series will be Guinness 1759. In this first release, Guinness pays homage to the shared beginnings of beer and whiskey. This 100% malt construction of this imported brew includes peated whiskey malt and imparts a subtle, sweet character and vibrant depth to this noble brew. Butterscotch aroma provides a first impression, followed by mellow hop notes, a crisp, earthy flavor and hints of smoke that are reminiscent of whiskey. This specialty brew is complex yet approachable; ideal for sipping, sharing or serving with the finest foods. ABV: 9% Package: 22 oz. champagne bottles only Availability: Very Limited quantities in November

Blue Moon Brewmaster’s Winter Sampler PackBlue Moon’s 2014 Winter Sampler is perfect for holiday parties. The exciting mix includes six varieties of Blue Moon: Cinnamon Horchata Ale, Gingerbread Spiced Ale, Mountain Abbey Ale, Belgian White Belgian-Style Wheat Ale, Rounder and Farmhouse Red. Availability: November

Woodstock Inn Frosty GogglesFrosty Goggles is a delicious un-filtered pale ale that is red in color. This beer has citrus, hoppy notes and is super easy to drink, making it a perfect brew for sipping by the fire after a day on the slopes. ABV: 5% Packages: 12 oz. bottles and draught Availability: November

SeasonalSELECTIONS

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Samuel Adams Winter LagerBold and rich with a touch of spice, this dark wheat lager is brewed with freshly ground cinnamon, ginger and orange peel for a deep, smooth flavor that will keep you warm on a cold winter’s night. ABV: 5.6% Packages: 12 and 22 oz. bottles and draught Availability: November

Samuel Adams Merry Maker Gingerbread Stout

Lively and festive with a devilish streak, this rich, dark gingerbread stout entices with the aromas of the holidays. The flavor of gingerbread comes alive,

beginning with the smooth sweetness and heartiness of dark roasted malts and a touch of wheat. But it’s the intensity and spices of cinnamon, clove, nutmeg and ginger that add a wicked kick to this jolly, playful brew. ABV: 9% Package: 22 oz. bottles only Availability: Limited quantities in November

Samuel Adams White ChristmasA hazy, crisp white ale brewed with holiday spices, White Christmas is unique and festive. This unfiltered white ale has a familiar, crisp wheat character combined with cinnamon, nutmeg and orange peel for a brew that’s perfect for the season. ABV: 5.8% Packages: 12 oz. bottles and draught Availability: November

Samuel Adams Winter FavoritesThe Sam Adams winter mix pack offers drinkers seasonal variety with five different beer styles including: Samuel Adams Boston Lager, Winter Lager, White Christmas, Old Fezziwig Ale and Chocolate Bock. Availability: November

Jolly Traveler ShandyJolly Traveler is a cheerful winter beer inspired by the senses of the season. A wheat beer brewed with notes of orange, pomegranate and spice, this winter shandy is a refreshing libation for the season of festivity – jolly, merry and bright. ABV: 4.4% Packages: 12 oz. bottles and draught Availability: November

Smuttynose ZinnekeZinneke returns to the Big Beer Series in mid to late November. This Belgian-style stout combines the roasted notes of an export stout with fruity flavors and aromas for a unique hybrid style that’s perfect for chilly evenings by bonfires. Like all of the brews in the Big Beer Series, Zinneke is a single release. It’ll be around as long as it’s around, but don’t worry; it ages very well. ABV: 8.5% Package: 22 oz. bottles only Availability: Very limited quantities in late November

Victory Winter CheersWinter weather may drive us indoors, but it cannot dampen our spirits when hearth, home and hops meet in jubilation. Hoisted high in its golden glory, Winter Cheers lives up to its name, fueling festive times and chasing winter’s chill. Glowing and glimmering, frothy and shimmering, this celebratory wheat ale features luscious fruity and spicy notes, making it a perfect brew to brighten spirits even on the darkest of nights. ABV: 6.7% Packages: 12 oz. bottles and draught Availability: November

SeasonalSELECTIONS


Harpoon Winter Warmer Returning for its 26th year, Harpoon Winter Warmer continues to be a favorite winter tradition on those cold winter days. Harpoon brewed the latest version of their classic winter seasonal to be more malty and robust. The characteristic cinnamon and nutmeg come through in the aroma, but are subtle on the palate. This smooth and full-bodied spiced ale yields a rich chestnut color. Winter Warmer complements any holiday gathering, whether enjoying a pint with friends in a cozy pub or serving it at a large family get-together. ABV: 5.9% Packages: 12 oz. bottles and draught Availability: Late October

Harpoon Snowed In Mix PackWe all have fond memories of a snow day – the “no school” announcement on TV, the coziness of home while the snow falls and the sparkling winter wonderland afterward. It’s not quite the same as an adult, but being snowed in today is still pretty fun. Harpoon’s winter mix pack was assembled with snow days in mind, though it will make any winter occasion special. The

2014 Harpoon Snowed In Mix Pack includes: Harpoon IPA, a copper-colored ale with a medium body and

a balanced hop character, Harpoon Winter Warmer, a true holiday

favorite with cinnamon and nutmeg spices, UFO White, a refreshing ale spiced with orange peel and coriander and the new UFO Gingerland, an unfiltered gingerbread-inspired ale. Let it snow! Availability: November

UFO GingerlandThere’s a new UFO beer for the winter season! Inspired by a classic tale, cinnamon, clove and ginger combine with an unfiltered wheat beer in this deliciously spiced, gingerbread-inspired beer. ABV: 5.2% Packages: 12 oz. bottles and draught Availability: November

Magic Hat Snow RollerThe ancient ritual of brewing a distinctly rich and flavorful beer is a performance to behold. Magic Hat’s Snow Roller has a mysterious mélange of time-honored ingredients harmonize with chaotic chemistry, humble patience and blind faith to create this unique beer to share in the rousing company of kindred spirits. Cheers to this delicious brown ale! ABV: 6.2% Packages: 12 oz. bottles and draught Availability: November

Nepenthe Ales’s Bourbon-Barrel Aged ‘Shire StoutBourbon Barrel-Aged ‘Shire Stout is a huge beer. Candia Road Brewing Co. takes their original flagship ‘Shire Stout and makes it bigger. This stout is matured in bourbon whiskey barrels for a minimum of six months. Last year’s run was their first experiment with the project. They were aged in Maker’s Mark barrels. To pay homage to Maker’s, each bottle is hand-dipped in red wax. This year, Candia Road switched up the line and introduced Jack Daniel’s barrels. ABV: 10.2% Package: 22 oz. bottles only Availability: December

Shiner Holiday Cheer This seasonal dunkelweizen, also known as a dark wheat, is brewed with Texas peaches and roasted pecans. The brewery’s most complex beer, Holiday Cheer features beautiful aromatics and a one-of-a-kind taste, perfect for all of your holiday celebrations! ABV: 5.4% Packages: 12 oz. bottles and 12 oz. cans Availability: Mid-October

Sierra Nevada Celebration AleIt just wouldn’t be the holiday season without the annual release of Sierra Nevada’s legendary Celebration Ale. This popular beer was first introduced in the winter of 1981 and since then, it has become a welcome favorite on the holiday table. Each year, debates rage about the

brewery’s choice of spices for this holiday beer. In reality, the unique spiced flavors of juniper, citrus rind, and cinnamon come from the dry-hopping with a blend of fresh whole-cone hops. Celebration Ale is also a versatile food beer, pairing with many of the traditional holiday staples. Its full, creamy body and clean, moderately bitter finish work well to cut through the rich flavors of turkey and sage stuffing, roasted honey ham, standing rib of beef and succulent Christmas gravy. This year, Celebration features updated packaging and artwork that retains the familiar look and feel of this holiday classic, but highlights the hop-forward flavor of this highly anticipated beer. ABV: 6.8% Packages: 12 oz. bottles and draught Availability: Late October

Sierra Nevada Snow Pack Seasonal SamplerWhen the winter winds begin to howl, hunker down with good people and great beer to ride out the storm. Snow Pack makes the mercury rise with a spectrum of beer flavors from bright, bracing hops to smooth, roasted malts and rich coffee. This pack of four different beers features two classic ales and two, all-new selections. Each loose-pack case contains six bottles each of Pale Ale, Porter, Boomerang Australian IPA and Coffee Stout. Availability: October


SeasonalSELECTIONS

Wolaver’s Alta-Gracia Coffee PorterThis amazing, unfiltered, organic coffee porter is an exceptionally smooth and flavorfully complex beer that is

surprisingly true to the porter style. The

hint of vanilla brings out the sweetness of the dark-roasted Dominican coffee. ABV: 5% Package: 12 oz. bottles only

Availability: October

Baxter Brewing Phantom Punch Winter StoutBaxter Brewing named its winter stout in celebration of Lewiston’s 1965 Ali/Liston heavyweight championship. “Phantom Punch” is a foreign extra stout with a hearty 6.8% ABV; enough to warm up winter gatherings, but not too much to prevent sipping a few by the fire. Its deep black hue and rich tan head complement the full, but not overly-heavy body. Roasted and toasted malts dominate the flavor, with hints of caramel and strong notes of chocolate. Meanwhile, roasted organic cocoa nibs reinforce the malty chocolate flavors, while real vanilla beans suggest a touch of sweetness without weighing down the brew. Lastly, Phantom Punch has just enough British hops to balance the stout’s maltiness, but this is Baxter’s least hoppy beer to-date. Try it with Mexican mole dishes, barbecue, grilled meats, rich creamy cheeses or chocolate. ABV: 6.8% Packages: 12 oz. cans and draught Availability: October

Otter Creek Kind RyedThis big, unfiltered American IPA is built to accompany the big eastern winter. Just like an epic bluebird day follows a snow storm, a peppery build from the rye malt accompanies glorious hop notes of pine, citrus and fresh grass. ABV: 6% Packages: 12 oz. bottles and draught Availability: October

SeasonalSELECTIONS


Stone Smoked Porter with Vanilla BeanSmoked Porter with Vanilla Bean pours deep brown with a rich, tan head. The aroma is a nice blend of vanilla and cocoa with hints of yeast esters, coffee and smoke. As it warms, the roast character increases. Incredibly balanced, smooth and complex, this beer starts off with a vanilla taste and then mid-palate, the cocoa and smoke come in. The finish is fairly dry with a slight vanilla astringency and a malty fullness. Try it with chocolate chip cookies, pumpkin pie or butternut squash soup. ABV: 5.9% Packages: 22 oz. bottles and draught Availability: December

Woodchuck Private Reserve Barrel SelectWoodchuck Private Reserve Barrel Select is aged in small batches to bring out balanced hints of bourbon over a crisp apple backdrop. The cider is aged for six months in genuine white oak Kentucky bourbon barrels. The barrels impart a copper hue as well as gentle notes of oak, vanilla and whiskey. This is a truly rare cider which proves that patience is indeed a virtue. ABV: 5.5% Package: 12 oz. bottles only Availability: November

Abita Christmas AleThis brown ale is brewed with seven types of malted barley and fermented with a German ale yeast. It is brewed with pale malt as well as a combination of

specialty malts including caramel, biscuit, chocolate, roasted

and rye. It is hopped with Willamette

and Columbus hops for a good hop flavor

and aroma. ABV: 5.6% Package: 12 oz. bottles

only Availability: November

Saranac 12 Beers of WinterThis year’s Saranac 12 Beers of Winter seasonal variety pack features two brand new seasonals, Long John Lager

and Chai Brown Ale, two returning seasonal favorites, Into the Dark

Black IPA and 4059’ Porter, and two of

Saranac’s award-winning core beers,

Legacy IPA and Pale Ale. Availability: October

Switchback Dooley’s Belated PorterSwitchback has put its own unique stamp on the porter style, creating a bold and full-flavored porter with a balanced smoothness to the finish for which Switchback beers are known. This porter’s unique blend of roasted malt, caramel malt and flaked barley creates a luscious malt signature, and the very non-traditional use of Simcoe hops, as the only hop variety for both bittering and aroma, delicately balances the overall flavor profile. The result is an eminently satisfying brew that will leave you wanting another. ABV: 5.7% Packages: 22 oz. bottles and draught Availability: November


Available Year-Round PERFECT FOR THE SEASONSmuttynose Brewing Co.Smuttynose Brewing Co. is excited to announce, two of the most popular Big Beer Series releases will now be available year-round in 12 oz. four pack bottles.

Smuttynose Baltic PorterOne of RateBeer’s top three beers of the style, scoring a double 100, Baltic Porter is a strong, dark brew that’s made extra smooth by lager yeast fermentation. Baltic Porter will be available year-round, beginning in November. ABV: 9.8% Packages: 12 and 22 oz. bottles and draught.

Smuttynose Really Old Brown DogA strong, malt monster of an old ale, Really Old Brown Dog was originally brewed in memory of Olive, Smuttynose’s spirit guide and Old Brown Dog label model. Deep amber and aged with portwood, this beer is an excellent candidate for aging, though it is delicious, fresh from the brewery as well. Really Old Brown Dog will be available year-round, beginning in November. ABV: 10.1% Packages: 12 and 22 oz. bottles and draught

Smuttynose Bouncy House IPABouncy House is an all-occasion, session able IPA brewed for maximum drinkability and merry-making.

This pale golden ale’s subtle malt body puts crisp hop flavor front and center and allows

its dry-hopped fragrance to shine. Each sip of Bouncy House will make your taste buds spring with delight! ABV: 4.3% Packages: 12 oz. bottles and draught

Allagash WhiteAllagash’s interpretation of a traditional Belgian wheat beer is brewed with a generous portion of wheat and spiced with coriander and Curacao orange peel. This beer is fruity, refreshing and

slightly cloudy in appearance. Pair this Belgian-style wheat with fresh goat cheese, fish or spicy apple pie. ABV: 5% Packages: 12 oz. bottles and draught

Wolaver’s Oatmeal StoutThis unfiltered, organic oatmeal stout has a rich, coffee-like aroma and flavor. This fine, dark Bavarian-style lager is derived from a precise blending of three different specialty barley malts: chocolate, black patent and Munich. Munich malt is also added to bring about the creamy body of this malty brew. The most impressive aspect of this beer is the tight balance between the specialty malts and Mt. Hood hops. This medium-bodied oatmeal stout is loaded with smoky, peaty aromas and flavors. While there is clearly a hop bitterness to it, there is also plenty of malt to balance the beer. The finish is quite notable, progressing in three distinct stages: bitter up front, running to slightly sweet, smooth and mellow, with the bitterness returning very prominently at the end. ABV: 5.4% Package: 12 oz. bottles only

Moat Mountain East Intervale IPAMoat Mountain’s American session IPA is a deep golden color with orange hues, capped with a frothy off-white head. They focused all of their hop additions on maximizing flavor and aroma in this low gravity brew, providing notes of floral citrus and pine. The bitterness has been kept in check, balancing out the modest malt profile. ABV: 4.5% Packages: 16 oz. cans and draught

Programs


Coors Light HolidayCoors Light wants consumers to spread holiday cheer with The World’s Most Refreshing Beer™ while reminding people to drink responsibly this holiday season. Invite shoppers in-store with refreshing point of sale that can only be brought to them by Coors Light!

Labatt Hockey Hat GiveawayHockey fans take as much pride in their favorite beer as they do in their hometown NHL teams. Labatt is rewarding loyal fans with a limited edition Labatt Blue hockey hat this season. For a limited time, consumers will find a Labatt-branded hockey hat inside specially marked 28 pk 11.5 oz. bottles of Labatt Blue!

Programs


Blue Moon Brewing Up A Winter ExperienceBlue Moon is providing consumers a chance to win a three-night mountain getaway in Colorado, via a text-to-win promotion! In addition, consumers will be able to view a four-part video series, featuring a well-known host, taking craftsmanship to the great outdoors in Colorado. And, shoppers will be able to download holiday playlists and view holiday recipes using Blue Moon beers.

Redd’s HolidayWhy bring the same old beer to a holiday gathering? ‘Tis the season to Pick Different™! Offer consumers something unique to take to their holiday gatherings. The red and green packaging builds the perfect holiday display.

Cheers to Your Own Bottle of BubblySmirnoff Ice is making it easy for consumers to entertain this holiday season. With the new, Smirnoff Ice Celebration Collection, parties will be a breeze. The limited edition mix pack is festive and includes the sparkling Smirnoff Ice Peach Bellini, the mixed cocktail drinks, Watermelon Mimosa and new Moscow Mule in addition to the flagship Smirnoff Ice Original. These colorful, sparkling beverages bring style to any occasion when served chilled in a champagne flute. Party goers will cheers to their own bottle of bubbly!

Programs


Negra Modelo has launched a national off-premise campaign promoting Negra Modelo as the perfect beer to go with consumer’s holiday gatherings and other culinary explorations – both in flavor and experience. A suite of all new POS positions Negra Modelo as the beer to enjoy during the holidays thru premium, eye-catching photography highlighting Negra’s caramel flavor.

Materials will remind core drinkers to purchase this beer for their

imminent occasions and will educate new drinkers by highlighting Negra Modelo’s unique and intriguing taste, all of which is validated by the partnership with celebrity chef, Rick Bayless.

Renowned for his highly-celebrated restaurants that combine gourmet dining and authentic regional specialties from across Mexico, Bayless won “Outstanding Restaurant 2007” (James Beard), he was the winner of Top Chef Masters

Season 1 and he was inducted into the Culinary Hall of Fame in 2012. He also has an award-winning TV show on PBS called Mexico One Plate at a Time. Consumers will be directed to NegraModelo.com to enter for a chance to win an experiential food weekend for two, crafted by Bayless.

Negra Modelo Pairs Up with Celebrity Chef, Rick Bayless

Mike’s #TwelfieMike’s Variety Pack was a top FMB package last holiday and this holiday season will be no different. Consumers who purchase the variety pack will receive elf charms, given away at retail and via digital promotions, to dress their Mike’s Hard Lemonade bottles like elves! From December 1st through the 24th drinkers will be asked to take a #Twelfie (a photo of themselves with a bottle of Mike’s that is dressed in the

elf hat and collar). Participants will spread some cheer by sharing their #Twelfie on social media to win an instant online prize! The prizes range from Mike’s Hard Lemonade socks to flat screen TVs, so to make the program even more exciting, users who want a different prize can “re-gift” what they received, via social media, for another chance to win!

Programs


Corona HolidayIn 2014, Corona is launching a new festive look for the iconic ‘Feliz Navidad’ campaign. With fresh photography that brings the beach celebration and social nature of the holiday front and center, materials will invite consumers to embrace, share and celebrate the carefree spirit of the holidays with Corona.

Celebrate the Authentic with Modelo In 2014, Modelo will celebrate the holidays with all new POS materials that are sure to connect with consumers, thus generating trial and purchase. “Celebrate the Authentic with Modelo” reflects the true substance of the season – the social gatherings among friends and family – where real, authentic connections are made. Both Negra Modelo and Modelo Especial are made from the finest ingredients and proud brewing heritage. Their distinctive packaging is the perfect touch for celebrating connections this holiday season.

Programs


Treat Yourself to a Harpoon Apple PieLooking for a unique offering to bring to your next holiday gathering? Bring a Harpoon Apple Pie! It’s easy, delicious, and the best part – no baking is necessary! Just add 1/2 a bottle of Harpoon’s all-natural Hard Cider to 1/2 a bottle of Harpoon’s seasonal favorite, Winter Warmer in a glass and enjoy.

Harpoon Cider is made from a blend of New England apples and Harpoon’s proprietary yeast – no sweeteners, sugars or preservatives – pure and natural. Mixed with the cinnamon and nutmeg spiced flavor of Harpoon Winter Warmer, the Harpoon Apple Pie is a unique holiday treat.

PALM for the HolidaysWhoever came up with the expression, “It’s better to give than to receive” was likely not a beer lover during the holidays. As the #1-selling ale in Belgium, and one of fastest growing brands in the U.S., it’s safe to assume that there are many beer lovers who would like to receive PALM, the original Speciale Belge Ale, as a gift. Because of that, PALM is bringing back its popular holiday program. With a red bow and a “To – From” sticker, the green and red PALM package instantly becomes a great holiday gift. High margin, festive displays are easy to execute and this package is a great idea for holiday shoppers and last minute spontaneous purchases. “Prettige Kerstdagen” as they say in Flemish.


RetailEDGEBrand Strategy Wrap Up By George Latella

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.

Over the last few issues we have covered various elements in formulating your Brand strategy. It is now time to bring it all together. We started the process by identifying the four key questions that you must answer:

1. Who are you?2. What do you do?3. How are you different?4. What problems do you solve for the customer? (What makes you better than the competition?)

Once you have answered these questions, you can begin the process of developing your Brand Strategy. Your customer should be at the center.

The first step in the process is called segmentation. This involves putting people into groups based on demographics (age, race, income, education), geographics (where they live, where they work, where they shop), psychographics (attitudes, interests, lifestyles) and behaviors (heavy, medium, light users of the product). Use the following questions to get at the center of the issue:

Who is your customer? (Male/female, old/young, ethnic/white, blue collar/college educated)

What do they buy/consume? (Craft, seasonal, established brands, can/bottle/draught)

When do they buy/consume? (Morning/night, weekday/weekend, special events, seasonally)

Where do they buy/consume? (On-premise, off-premise, at home, at events)

Why do they buy? (Thirst, to try something new, to be social/share with friends, to take to a party)

How do they buy/consume? (alone, with friends)

Once you segment the market, you need to identify who your “Target Market” is. Which primary group of people are you going to market to? This will help you with your marketing communications. Finally, you need to position your brand in the minds of your customers.

We then discussed your core brand values, message and personality.

What is brand personality?

It is the tone and attitude that begins to immediately separate your company from the competition. Everyone knows the TV show Cheer’s and if you are from Philadelphia and know who Joe Conklin is, you have heard of Chip Snapper’s Taproom. If not, think of the local corner taproom in the neighborhood you grew up in. If you were going out for a beer, would you rather go to Chip Snapper’s Taproom or Cheers? Both serve beer and other beverages, but provide a different atmosphere. You would expect a corner taproom to have the same group of people there all the time. And while Cheers had regulars, you also saw many other people frequent that establishment.

Brand Icons were next on the list.

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. You can also define an icon as something that is unique to your brand and brings up an image in the customers mind.

Visual – Beer bottle with a sliced lime at the top (Corona)Sound – The sound a beer bottle or can makes when openedTouch – The feeling of an iced beer mug or cold bottle/can in your hand and on your lipsSmell – The difference between a corner taproom and bar/restaurant that serves foodTaste – Light beer vs lager vs porter

Finally, we discussed 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 very differently in their marketing.

Together, all of these help form your brand roadmap. They help guide all of your decisions as it relates to YOUR brand.

In the next issue, we will discuss Marketing planning.


The BeerGUY

Some men perpetually drink their beer alone. For many, their female friends, relatives and significant others simply don’t show

much interest in the beverage. With the holidays approaching, it’s a perfect time to change their minds. Here are some subtle and not-so-subtle ways to add some beer to their holiday cheer.

For women who traditionally serve wine at their holiday table, that practice can easily be replaced by beer. One way is to bring home a

very attractive bottle of beer, as a common misconception is that beer is less elegant than other alcoholic beverages. Nothing could be further from the truth. Many breweries produce bottles in a variety of sizes and shapes, with beautiful label art. Examples include any of the three exquisite Belgian ales produced by Chimay, a brewery located in a Trappist monastery. Each is available in large format, 25.4 oz. bottles with decorative cork-and-caged tops. Other notable breweries that offer attractive, cork-and-caged bottles include Allagash and Brooklyn Brewery.

Another way to interest women in beer is to choose a style that is comparable to the flavor of her favorite wine. She may even end up liking it better. For chardonnay drinkers, a good choice would be a German hefeweizen because both beverages have light fruit flavors similar to banana, clove

and apple. A specific beer in this category would be Julius Echter Hefe-Weissbier. Lighter beers, like Samuel Adams Light are great replacements for Pinot Grigio, as both are generally easy to drink with very subtle citrus fruit notes.

There is also a great alternative beverage for making a holiday toast. In place of champagne, she can cheers with a delicious hard cider, which has the same high carbonation levels as sparkling wine and thus offers a similar fizzy finish. Ciders also tend to be light and fruity, making them appealing to either gender. Any of Angry Orchard’s well-crafted offerings

would work perfectly for toasting. Another option is Woodchuck Hard Cider from the Vermont Hard Cider Company, which is currently the top-selling hard cider in the United States or Harpoon Craft Cider, a unique hard cider with no artificial colors, flavors or preservatives, just locally pressed apples and Harpoon’s proprietary ale yeast. It’s clean, refreshing, and crisp – great to cook with and great to drink while cooking!

Women will also be pleased to discover that beer has its place before their dinner reaches the table. Styles such as bocks, pale ales and stouts can be added to many different recipes for a unique twist. For example, consider brining chicken using a brown ale like Woodstock’s Pig’s Ear Brown Ale or season garlic mashed potatoes with a well-hoped, citrusy IPA such as Sierra Nevada Torpedo. Once dinner is on the holiday table,

she has many options for pairing beer with each dish as well. The chicken would work well with a strong Belgian-style ale that cuts through fat and starch and provides a hint of sweetness. A perfect option is Allagash Grand Cru. For dessert, simply choose a beer that is equally as sweet. Try Stone Imperial Russian Stout.

I hope these ideas will help you share your love of beer with family and friends. And, if the women in your life are accepting of this alternative drink on a holiday, beer may find its way into several of the other 364 days of the year.

The Holiday Season: A Perfect Time to Introduce Beer to the Women in Your Life By Steve Hawk

“Share your love of beer with family and friends.”

510 Hall StreetBow, NH 03304-3105

11th Annual Harpoon Helps Spread Holiday CheerThis December, Harpoon’s community service program, Harpoon Helps, will be spreading cheer throughout the East Coast with the 11th Annual Harpoon Helps Spread Holiday Cheer event. Approximately 600 volunteers (a.k.a. “Harpoon Helpers”) will adorn 42 shelters, soup kitchens, and play spaces in cities with holiday decorations. Volunteers in the Manchester area will decorate the

Veteran’s Affairs Medical Center, led by Harpoon Sales Manager, Joe O’Connell, Amoskeag employees and their families. Here, we will erect a Christmas tree, lights, strands of garland and wreaths. In addition to Manchester and Portsmouth, Harpoon Helps volunteers will decorate locations in Portland, Providence, Philadelphia, Hartford, the Upper Valley, Worcester, Albany and several locations in Boston.

Documents

BREWERIES GIVE BACK - Amoskeag Beverages · 2019-05-28 · Ed Murphy Tom Bullock Kevin Emmons . VP/General Manager President VP/Marketing Director. T. ODAY, MORE AND MORE CONSUMERS