A TALE OF TWO SEASONALS - Burke Distributing...

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A TALE OF TWO SEASONALS

PUMPKIN-INSPIRED AND OKTOBERFEST BEERS

Fall 2016 | V.3 BURKE DISTRIBUTING

A Burke Distributing Publication

THE BEVERAGE BUSINESS IS CONSTANTLY changing! Yet, then again, many things remain the same. It seems like if you are not trying

to find or create the next new wave beverage, you will suddenly be behind the times. At Burke, we are constantly looking for that next beverage. We are glad to have introduced many new alcoholic seltzers and hard sodas in the past year. Their success far out-performed my expectations! In addition to the above, we are proud to have introduced many new craft brands to you.

Our spirits portfolio continues to evolve. We are constantly challenging our spirits team to bring you that next new or different brand. For example, the Baijiu brands from China and Tequila Fortaleza, one of the highest rated artisanal craft spirits out there. Our Tequilas and rums are of the highest quality. We are proud of our spirits division and feel we have one of the best portfolios offered in Massachusetts. Give it a closer look!

When I look at the brands that remain the same, Miller Lite and Coors Light are showing positive trend changes and our Mexican imports remain on fire. If you are not selling Modelo Especial, Coronitas and Dos Equis, you are missing out on some great opportunities.

On a different note, recently we had a company cookout. It is great to have as many employees as possible (we have over 300+) come together to enjoy some food and drinks. We have it in our company parking lot. This year we decided to have a dunk tank as part of the festivities. Austin Burke came up with the idea that anyone who wanted to dunk those in the dunk tank (which included owners, management and co-workers) pay a minimum of at least $1 per throw. We picked a couple of veteran associations as the recipients of the donations including Homes for Our Troops. Employees “donated” $705 towards the opportunity to dunk one of the dunkies, and the company matched the funds. We were happy to use an opportunity to raise funds for some great causes!

So take a look inside our Heady Times and don’t miss out on some of the great products that you may not already offer your customers.

I would be remiss if I didn’t thank you for your business! I hope you have a successful and profitable summer!

Cheers,

William G. Burke President

In This ISSUE

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

Brewer Highlight .................2

Supreme Liquors .................3

Cagney’s.............................4

New Products .....................5

Seasonal Selections .............6

Spirits .............................. 13

Programs ......................... 15

Retail Edge ...................... 20

Burke Beer Blog ............... 21

Letter toTHE TRADE

Heady Times is published four times a year, courtesy of Burke Distributing Corporation.

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“At Burke, we are constantly looking for that next beverage.”

CoverSTORY

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A Tale of Two SeasonalsIt is “The Best of Times” for Pumpkin-inspired and Oktoberfest BeersNote to Retail – Sell the Brand, Not the Style

MARK TWAIN ONCE QUIPPED THAT THE NEWS OF HIS DEATH “has been greatly exaggerated”. The same can be said for consumers’ interest in pumpkin and Oktoberfest beers. There is

no denying that pumpkin beers, and other seasonals, didn’t fly off the shelves in 2015, as they have in the past, but in the interest of your “bottom line” it is still imperative to offer your customers a well-curated selection of these beers Right Now.

“Starting in August, interest in pumpkin beer and Oktoberfest seasonals builds to a fevered pitch,” says Bart Watson of the Brewers Association. “And as I look at annual data, I can tell you that consumer interest in seasonal beer peaks in October, as do sales. So it is important to sell as much of these [predominantly] high margin beers as you can before the first of November.”

Seasonal beers remain the second most popular category within craft, after IPAs. Fruit/Veggie/Spiced beers are a fast growing style, up 120% in the past year. Fall seasonal styles, which are basically available for 13 weeks out of the year, account for more than more than 3% of overall craft volume. (FYI: seasonals account for nearly 21% of total craft volume.)

“Last year was not as good a growth year for pumpkins, but the category is still growing,” explains Watson. “Pumpkin beer is still the undisputed heavyweight champion of the seasonal world. Brewers are excited about making them and they still get people into the stores.”

Shifting his focus from pumpkin to Oktoberfest beers, Watson went on record with a prediction that this year there will be an upswing in lager sales. Oktoberfest beers are of course lagers, which are now being rediscovered by consumers, who think they are cool again.

IRI’s Dan Wandell agrees that more sessionable beers [and other less challenging styles] are gaining traction. Oktoberfest beers are always sessionable lagers. He went on to point out that pumpkin beers and Oktoberfests sit at the intersection of two mega trends, flavored and sessionable. Says Wandell, “Craft beer is still growing at about 12% this year… flavored craft, be it fruit, veggie or spiced, continues to grow. The same is true for more sessionable craft beer. It’s attracting more customers who drink them on more and more occasions.”

Sell the Brand, Not the Style

Heady Times reached out to Kate Rogers, New England Division Director of Sales for The Boston Beer Company, maker of Sam Adams, Angry Orchard Cider, Twisted Tea, Traveler Beer, Coney Island, and Truly Spiked & Sparkling to discuss seasonal beer offerings. Rogers reported that while consumers have recently been experimenting with a variety of beer brands due to many new brand families/SKUs entering the New England beer market, she sees beer drinkers returning to lead seasonal brands of substance. She referenced lead brands like Samuel Adams OctoberFest which commands an impressive 37% of all

fall seasonal sales in New England. “When retailers offer customers too much variety, it can have a negative impact. The proliferation can be confusing and an overwhelmed consumer may buy less, trade down or buy nothing at all. To maximize profitability in the Fall – a peak beer selling period (IRI defines it as August through September) – retailers need to get lead seasonal brands out fast and early. The focus should be on creating impact in prime real estate locations through lead brands customers will recognize. Our retailers in Massachusetts recognize the opportunity to drive incremental profits through featuring their lead seasonal brands early and often. This is true for both off and on-premise classes of trade.”

Rogers recommends curating a reasonable selection of ‘long tail brands’ for those consumers looking for limited uniqueness, but once again she reminds us that, “The important thing to remember is that lead brand families drive volume and support and build categories. You maximize profitability by selling each category’s lead brands. A limited selection of long tail brands should round out your lineup to keep consumers satisfied.”

Rogers also said that she looks forward to this season every year because of drinkers’ appetite for OctoberFest, Sam Adams’ #1 selling seasonal. But also for additional seasonal styles, like pumpkin beers, which tend to bring more drinkers into craft beer.

Fall is the season that has beer written all over it. Even though the temperature is in the 90s, your customers will be receptive to reminders that it’s time to drink flavorful fall beer as a nice change of pace from summer’s thirst quenchers. Let them know that autumn’s finest offerings await: seasonal specialties, solid standbys, innovative American craft brands and international ambassadors of these styles. Just do it before the end of October.

Mark Hellendrung, owner of Narragansett Beer

Background: Rendering of the new Narragansett Brewery campus

15 Things You May Not Know About Narragansett Beer

NARRAGANSETT, NEW ENGLAND’S OLDEST BREWERY, HAS A long and storied past. Now, under the watchful eye of owner Mark Hellendrung, a Rhode Island Native and former President of

Nantucket Nectars, the brewery with a 126-year legacy is a powerhouse with a new brewery “campus” in the works!

1. The Narragansett Brewery was founded in 1890.

2. The brewery’s motto, “Made on Honor. Sold on Merit,” was coined in 1909 and greeted visitors to the original brewery.

3. Theodor Geisel (a.k.a. Dr. Seuss) created the Chief ‘Gansett image and other advertising for the brewery in 1934.

4. Narragansett was the first official beer sponsor of a professional sports team – first the Braves and eventually the Boston Red Sox, a partnership that lasted 31 years.

5. Jack Reynolds coined the phrase, “Hi, Neighbor, Have a ‘Gansett” in the 1950s. But it was made famous by legendary broadcaster Curt Gowdy during every Boston Red Sox radio broadcast.

6. At its peak in 1965, Narragansett accounted for 65 percent of all beer sold in New England.

7. That same year, Narragansett was sold to the Falstaff Brewing Corporation which ended the baseball partnership, let sales people go and changed the Lager recipe. Sadly, in 1983, the brewery closed its doors.

8. Along with other investors, Mark Hellendrung purchased Narragansett Beer in 2005 and reconnected with former Brewmaster Bill Anderson to re-create the original Narragansett Lager recipe.

9. Narragansett is now the 38th largest brewery in the United States.

10. A new Narragansett brewery “campus” is currently being built in Pawtucket, RI that will house the brewery, a tasting room, a gift shop, at least one restaurant, a bike shop and a beer educational facility.

11. Each summer, to coincide with the Discovery Channel’s hit series Shark Week, Narragansett releases their flagship Lager in “throwback cans” that were actually “crushed by Quint” in the iconic movie, Jaws.

12. Narragansett’s Mash-up Series of beers including Del’s Shandy, Autocrat Coffee Milk Stout, Have a Hefeweizen! and Allie’s Donuts are made in collaboration with some of Rhode Island’s most iconic companies.

13. The newest Mash-Up beer, Hi Neighbor Have a Hefeweizen!, was made in collaboration with Bananagrams, a tile word game that originated in Pawtucket, RI.

14. Mark Hellendrung’s favorite beer-infused meal is Beer Can Chicken made using Narragansett Lager tall boy cans.

15. The brewery’s Lovecraft Series of beers, that pays homage to horror story writer H.P. Lovecraft, was the idea of a ‘Gansett Girl who is also a librarian.

BrewerHIGHLIGHT

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Supreme Liquors

BOSTON IS A CITY THAT’S CONSTANTLY CHANGING. ENTIRE neighborhoods undergo transformations in less than a generation. Perhaps no other business embodies that spirit

of evolution more than local chain Supreme Liquors. The origin of the business began at the turn of the century when brothers John and Paul Cifrino immigrated from Campagnia, Italy. They were butchers by trade and opened their first store on Salem Street in the North End. By 1919 they owned seven stores around the city, but closed them down in order to open one huge store in Dorchester – a “super” market, if you will. Uphams Corner Market is considered by many to be the nation’s first supermarket, and was certainly one of the largest in the world at the time. They opened another in Cambridge’s Central Square in 1922, and both brothers were able to retire in 1929 when they sold the locations. Unable to stay out of the business world for long, they started a new venture called “Supreme Markets”. They had three locations in Quincy, Dorchester, and South Boston. The Dorchester location was granted a liquor license in 1936 and has held that same license for 80 years, making it the longest standing individually owned liquor license issued by the city.

Their business went through many changes until they reached where they are today. The current CEO Tom Cifrino now owns four stores: Central Square in Cambridge, Wollaston in Quincy, and the Upham’s Corner and Gallivan Boulevard locations in Dorchester. When these stores opened, the combined square footage totaled 4,000 – fast forward to today and the many expansions and renovations have vaulted that number to over 25,000 square feet of retail space.

Current Vice President and General Manager Steve Wilkinson joined the company in 1984 as a clerk in the Fields Corner store and was promoted to his current position in 2004. We sat down with Steve in the newly renovated and expanded Gallivan Boulevard location and got his perspective about how Supreme has managed to thrive in a tough business for all these years. One secret of their success? “It starts with service. Whether it’s a college student or an older person, if you’re from a bad neighborhood or a good one, everyone wants good service. We also like to put money back into our stores; we’re always remodeling, always updating and evolving. We like to have clean floors and well lit stores. It doesn’t matter what neighborhood it’s in, nobody should have to shop in a substandard place.”

Overseeing four stores in very different locations carries its own set of challenges. “In each store you wear a different hat. It took a long time to get used to that because what works at one store doesn’t necessarily work at another. In Cambridge we don’t do a ton of case sales because people are walking and taking the train or the bus, but when you go to Fields Corner it’s all case sales. There’s a certain point where you see those differences and you just have to roll with it.”

Because the stores are all so different it can be tricky when it comes time to order product. “If the customer wants it, we carry it. I put in requests for beers I haven’t heard of all the time. If I can supply it and the guy next to me doesn’t, then I have the advantage. We’re always looking at SKUs that aren’t selling as well as they should be, and cycling them out and adding something new. Sales reports are so important

too. I’m looking at sales reports for all four stores every day as well as on a weekly and a monthly basis. We try to identify what items are hot and maybe turn it into a display or a feature.”

Of course, there’s another crucial component besides customer requests and sales reports. “I’m very dependent on getting information about products from my reps. It’s nice to have people in the business that you can trust to let you know what’s going on. They know what’s coming on before I know. As much as I can read and gather information on my own, they have all that information on their handhelds. I brought in Spiked Seltzer when it first came out based on a recommendation from my rep. We sold a couple at first, but it didn’t really do much. Then when the summer came around it just exploded and now we can barely keep it in stock.”

The recent expansion and remodel of the Gallivan Boulevard store took ten months. A mezzanine was built to house high end wines, and newly acquired square footage gave the beer section more room to grow. Murals painted by local artists adorn the walls alongside a proudly hung framed reproduction of the original 1936 liquor license. They even had custom made wallpaper printed with old photographs of the Cifrinos’ stores throughout the years, reminding shoppers of the history of a local business that has grown, changed and thrived alongside the city that made it all possible.

Exterior Storefront

Off-PremiseSPOTLIGHT

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Cagney’s

WHEN MARK DIBONA OPENED CAGNEY’S twenty-five years ago, he had almost no restaurant industry experience but he knew he

had a big project in front of him. “The previous owners had some tax issues and they had to shut down one day during lunch. They locked and shuttered the place up just like that and nobody had even been inside until we got in here.” He lets that sink in for a minute. “We had to throw almost everything in here away. It was something to see.” After a major cleaning and remodel, he set out to reinstate the bar as a local staple. Cagney’s is a bit off the beaten path of Quincy Center, which DiBona doesn’t mind. “It gives the place more of a neighborhood feel, and the parking situation is great.” In an area that’s undergone a lot of changes in twenty-five years and shows no sign of stopping, Cagney’s has continued to thrive by embracing those changes.

One of the ways that DiBona keeps up to speed on trends in the industry is by keeping close communication with his staff. “Their input is crucial. We get together and talk all the time about things that they see at other places when they go out, and we play around with ideas and see how we can get them to work here.” Putting these ideas into practice seems to resonate with his staff, many of which have been working with him for years. “I think they feel invested in this place because they have so much input in what we do. They’re more able to take pride in what we serve and different things we’re featuring because they likely had a hand in making it happen.”

One of Cagney’s features that DiBona is particularly proud of is the “Local Eight”. Cagney’s had started taking in craftier beers several years ago because he and his staff were fielding increasing requests from their customers to build their selection. They started rotating in different styles and bottles here and there, but DiBona wanted to offer even more. “I’m a beer guy, all my friends are beer guys, everyone was talking about beer. I realized that we needed more variety.” He took a look at his draft system and figured that he could add eight more lines, and that’s how the Local Eight was born. “We have sixteen lines that we consider the “Big Dogs” – Sam, Sam Seasonal, Guinness, Blue Moon, Coors Light, Miller Lite…For us, we need to have them because they sell like crazy and we didn’t want to touch them. They carry the bar. With the added eight lines, that’s what we get to play around with.” The Local Eight casts its net all over New England for beers to feature. “We primarily buy logs because we cycle through them faster and we like the variety. We’re constantly updating our chalkboard, and our customers expect to see something new every time they come in. I would say that seven out of every ten people who walk through the door immediately go right to the boards to see what’s new.” Recently they decided to always have a cider featured on their Local Eight rotation. “I don’t think it’s something I would have done a year ago, but cider is just really hot right now and people are looking for different, locally produced styles. There’s so much out there, and there’s been a great response from our customers so far.”

Cagney’s innovation didn’t stop with expanding selection. They started offering beer flights, which have proven to be a great way for people

to sample the ever-changing offerings of the Local Eight before they decide what they’d like for a full pour. That was so well-received that they also started offering flights of scotch and tequila, which prompted DiBona to discover some spirits brands from longtime suppliers that he didn’t even know existed. Their longtime chef and kitchen staff also get to indulge their creativity as well with a menu that changes every two weeks. The Big Mac Eggrolls and Blueberry Sriracha Wings are cult favorites off the appetizer menu. “Who would have thought that those tastes go great together? I think that’s actually our most popular wing flavor right now.”

For a guy who had never worked in a restaurant, never mind owning one, Mark DiBona has seemed to have figured out what works for Cagney’s – for now. He laughs and realizes that a year from now they’ll probably be trying out something different. “Then we’ll have to do…who knows? But we’ll keep our ear to the ground and figure out what that something is. There’s a lot of competition out there so always staying creative gives us a bit of an edge. At the end of the day though, we’re here to provide food and drink for people. We try to keep our focus on giving our customers what they like, keeping up the quality of the food, keeping the service up, always having cool beer…That’s what it’s all about for us.”

On-PremiseSPOTLIGHT

Mark DiBona, owner of Cagney’s

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NewPRODUCTS

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White Claw Hard SeltzerAll-natural sparkling seltzer water with 5% alcohol and a hint of honest-to-goodness fruit, White Claw Hard Seltzer is dry, hard and refreshingly drinkable. No additives. No funny business, just 110 calories of good clean fun with a kick. Available in Natural Lime, Ruby Grapefruit and Black Cherry flavors, these hard seltzers pair perfectly with good times and even better company. Whether you’re beach-bound, out blazing trails or simply chillin’, you can count on one deliciously crisp sip after another.

White Claw Natural LimeNatural Lime is a crisp, clean, spiked sparkling water with notes of natural lime juiciness for a taste that’s timelessly refreshing. ABV: 5% Package: 12 oz. slim cans only Availability: Now, year-round

White Claw Ruby Grapefruit A dry, yet refreshing hard seltzer meets tangy, yet sweet grapefruit in a feat of delicious balance. Simply crisp, clean, spiked sparkling water, kissed with true ruby grapefruit. ABV: 5% Package: 12 oz. slim cans only Availability: Now, year-round

White Claw Black CherryAn unmistakable cherry aroma leads to an incredibly refreshing, dry hard seltzer. Crisp and clean, a fresh and juicy black cherry taste shines through the clean seltzer base with just the right amount of carbonation. ABV: 5% Package: 12 oz. slim cans only Availability: Now, year-round

White Claw Hard Seltzer Variety PackGet all three flavors (Natural Lime, Black Cherry and Ruby Grapefruit) of the refreshing, spiked, sparkling water with a hint of natural fruit in one convenient mix pack! Availability: Now, year-round

Boulevard Cranberry Orange RadlerCranberry Orange Radler offers the same bright, easy-drinking characteristics as Ginger Lemon Radler but highlighted by sweet blood orange balanced with a hint of cranberry tartness. ABV: 4.05% Package: 12 oz. cans only Availability: October

Boulevard Smokestack Series Limited Release Collaboration No. 6Boulevard Brewing Company’s collaboration series of beers has allowed the brewers to work (and drink) with some of their favorite people in the beer industry who brew fantastic beers. They’ve worked with Jean-Marie Rock from Orval, Larry Sidor of Deschutes Brewing Company, Dann and Martha of Pretty Things Beer & Ale Project, their sister brewery, Phil Leinhart, Brewery Ommegang and most recently with Cigar City Brewing’s Wayne Wambles. They’ve held the beers of Firestone Walker’s Brewmaster Matt Brynildson in very high regard for many years. When Boulevard learned that Firestone Walker would be joining the Duvel Moortgat family of breweries, they knew immediately who they wanted their Collaboration No. 6 to be. More details coming soon!

Wild Ginger A perfect blend of ginger spice, with hints of citrus and a clean crispy finish, Wild Ginger delivers a flash back to what Ginger beer is supposed to be. Enjoy over ice with a lime or lemon wedge, straight out of the can or a part your favorite cocktail. ABV: 4% Packages: 12 oz. cans Availability: August

Wild Docta’ Wild Docta’ is a rich blend of cola, cherry and vanilla with hints of herbs and spices – this soda beer will change your perception of what adult malt beverages can be and you’ll never want to go back! ABV: 5% Packages: 12 oz. cans Availability: August

Wild Root This alcoholic root beer is made with a rich blend of herbs, roots and spices, accented by a hint of vanilla, but without an overly sweet taste. ABV: 5% Packages: 12 oz. cans Availability: August

Wild Sit Russ Wild Sit Russ is a crisp clean citrus beverage that is universally recognizable and loved. Enjoy over ice or straight out of the can. ABV: 4.5% Package: 12 oz.cans Availability: August

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NewPRODUCTSWhen 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 Burke 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.

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 Burke Sales Representative to discuss a similar option.

SeasonalSELECTIONS

Blue Moon Harvest Pumpkin Ale Harvest Pumpkin Ale is crafted with pumpkin and spices of cinnamon, nutmeg, cloves and allspice. It boasts a taste that starts with assertive malty notes and is quickly balanced with the right amount of harvest spices. There is also a small amount of bitterness to keep the malt sweetness from building up. It has a

deep amber color with brilliant clarity. ABV: 5.7% Packages: 12 oz. bottles and draught (and in the Blue Moon Fall Brewmaster Sampler) Availability: August

Blue Moon Fall Brewmaster Sampler The Fall Brewmaster Sampler features four different Blue Moon brews, perfect for the season: Harvest Pumpkin Ale, brewed with pumpkin and spices of cinnamon, nutmeg, cloves and allspice; Cinnamon Horchata Ale, crafted with natural long-grain rice and a taste of cinnamon for a subtle sweetness and a smooth, creamy finish; Belgian White, an unfiltered, Belgian-style, medium-bodied wheat ale, gently infused with coriander & orange peel and Chai Spiced Ale, brewed with a special blend of chai spices for a bold, spiced character. Availability: August

Farmer Willie’s Farmer Willie’s alcoholic ginger beer is a delicious blend of cold-pressed ginger, fresh lemon juice, and Willie’s secret mix of spices. Naturally gluten free. ABV: 4.5% Package: 12 oz. cans only Availability: Now, year-round

Guinness Antwerpen Stout This special stout has long been a secret pleasure among beer connoisseurs who value the mouth-watering intensity of its roasted malt, smoked wood and licorice notes, not to mention its excellent and seemingly endless finish. Since 1944 Guinness has been importing this special stout into Belgium through the vibrant port of Antwerp. Now, thanks to The Brewers Project, it will be available outside of Belgium for the first time! Rich and dark in appearance,

Antwerpen Stout is full-bodied and smooth on the palate with some sweetness and butterscotch notes, balanced by wood and licorice flavors. The finish is smoky and roasted with lingering bitterness. ABV: 8% Package: 11.2 oz. bottles only Availability: Limited quantities

Guinness Rye Pale Ale In December, a few brewers at The Open Gate Brewery got together and made Rye Pale Ale as a gift for their colleagues, friends and families. Everyone liked it so much that they put it on tap at the brewery where it’s been getting rave reviews. Now, they’re moving production to the big brew house and sharing it with everyone! The rustic, spicy character of the rye grain gives this amber ale a peppery bite,

balanced with citrus and grapefruit from the mosaic and cascade hops. ABV: 5% Package: 11.2 oz. bottles only Availability: Limited quantities

Truly Spiked & Sparkling Bottle and Can Variety Packs

Clean, crisp and refreshing, each flavor of Truly Spiked & Sparkling is lively and effervescent with a hint of fruit, just like sparkling water, but with 5% alcohol. And now, all three styles are available in two convenient mix packs – cans and bottles! The Truly Spiked & Sparkling

variety packs include: Colima Lime, slightly tart with a crisp, but subtle sweetness; Pomegranate, crisp and refreshing with a hint of the juicy super fruit and Grapefruit & Pomelo, citrusy on the nose, followed by tart and tangy notes. Availability: Now, year-round

SeasonalSELECTIONS


Redd’s Ginger Apple Ale Redd’s Ginger Apple Ale delivers the fresh taste of ginger with hints of crisp apple, providing just the right amount of spiciness and sweetness. ABV: 5% Packages: 12 oz. bottles and 16 oz. cans (also in the Redd’s Fall Variety Pack) Availability: September

Redd’s Wicked Blood OrangeRedd’s Wicked Blood Orange brings a unique flavor profile – orange with a kick. Blood oranges taste similar to regular oranges, but slightly more bitter and less acidic. Wicked Blood Orange includes a hint of bitters, making it the perfect drink to transition into fall. ABV: 8% Packages: 10 and 24 oz. cans Availability: August

Redd’s Fall/Winter Pick Different PackRedd’s Fall/Winter Variety Pack includes: Apple Ale, features a natural apple flavor – crisp with a clean

finish; Strawberry Ale, boasts a sweet strawberry aroma & taste with a hint of apple and Ginger Apple Ale, delivers the fresh taste of ginger with hints of crisp apple. Availability: September

Leinenkugel’s Harvest Patch ShandyHarvest Patch Shandy is a traditional Weiss beer with natural pumpkin spice flavor that has notes of nutmeg, allspice and clove for a refreshing fall seasonal. ABV: 4.2% Package: 12 oz. bottles only Availability: August

Leinenkugel’s OktoberfestA traditional Märzen-style beer,

Leinenkugel’s Oktoberfest has 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: August

Leinenkugel’s Fall Explorer Pack

The leaves are turning. The wind is brisk. And suddenly the air is rich with the aroma of fall. Leinenkugel’s Autumn Explorer Pack includes three bottles each of Honey Weiss, Oktoberfest, Orange Shandy, and Creamy Dark. Availability: August

Leinenkugel’s Fall Shandy SamplerLeinenkugel’s Fall Variety Pack features: Harvest Patch Shandy, Autumn Tea Shandy, Ginger

Shandy and Grapefruit Shandy. Availability: September

Mike’s Hard Pink Lemonade Lightly carbonated and packed with all the punch and sour that made Mike’s famous, Hard Pink Lemonade is a perfect blend of crisp lemonade with a light blend of citrus. It’s sure to be the highlight of the summer! As always, a portion of the profits from the sale of Hard Pink Lemonade will be donated to the Breast Cancer Research Foundation. Mike’s has donated over 2 million dollars over the past five years to the charity and they will donate $250k in 2016. ABV: 5% Package: 12 oz. bottles only Availability: August

Coronado Punk’in DrublicTaste autumn in the land of eternal sunshine with Coronado’s Imperial pumpkin ale. Brewed with brown sugar, honey, cinnamon, nutmeg, allspice and plenty of would-be-jack-o-lanterns, this beer delivers autumn’s trademark flavors along with a hint of West Coast character, whether enjoyed in a pumpkin patch or on the beach. ABV: 8% Packages: 12 oz. bottles and draught Availability: August

SeasonalSELECTIONS

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Samuel Adams OctoberFestSam Adams’ version of this classic style blends hearty malts for a deep, smooth flavor with notes of caramel, creating a brew that’s perfect for the season, or whatever you’re celebrating. ABV: 5.3% Packages: 12 oz. bottles, 12 and 16 oz. cans and draught Availability: August

Samuel Adams 20 Pounds of PumpkinReal pumpkin – about 20 pounds per barrel – and roasted malts

give this beer body and sweetness, rich smooth character and deep amber color, while spices like clove, cinnamon, ginger and nutmeg add a subtle warmth. ABV: 5.7% Packages: 12 oz. bottles and draught Availability: August

Samuel Adams Fat JackPleasantly plump and satisfied, this rich

and luscious brew indulges in flavor with over 28lbs of pumpkin per barrel, for a full-bodied sweetness and deep russet color. Classic pumpkin pie spices like cinnamon, nutmeg and allspice ignite a warmth and spark that’s deepened

by an undercurrent of roasty malts. ABV: 8.5% Package: Draught only

Availability: August

Samuel Adams Fall VarietyThis year’s fall variety pack includes: Boston Lager, a flavorful and complex amber-style lager; Octoberfest, a deep, smooth brew with notes of caramel; Hoppy Red, a smooth and resinous amber ale; Bonfire Blonde, a lightly sweet and doughy blonde beer with hints of smoke; Maple Ale, a deep red ale with a smooth maple character and notes of caramel and vanilla and Toasted Caramel Bock, a toasty, flavorful bock brewed with pale and caramel malts and a hint of blackstrap molasses. Availability: August

Angry Orchard Cinnful AppleCinnful Apple is sweet with a slight heat. The juicy apple notes up front are complemented by cinnamon spice for a cider that is refreshing and smooth, yet warming. It’s the perfect complement to the colder months and holiday drinking occasions ahead. ABV: 5% Package: 12 oz. bottles only Availability: August

Angry Orchard Fall SamplerGreat for any drinking occasion, the Fall Orchard Sampler includes six different Angry Orchard styles: Crisp Apple, bright and balanced, like biting into a fresh apple; Green Apple, slightly tart with balanced sweetness; Hop’n Mad Apple, hopped cider without the bitterness; Stone Dry, balanced and dry with a slightly puckering finish; Cinnful Apple, refreshing and smooth with a cinnamon bite that adds light heat and new Easy Apple, less sweet, easy-to-drink and madly refreshing. Availability: Mid-August

Fall Travelers Variety PackThe Fall Travelers Variety Pack includes: Traveler Grapefruit Shandy, a deceptively delicious wheat beer brewed with real grapefruit; Traveler IPA Shandy, a wheat ale brewed with citrusy hops and grapefruit; Jack-O Traveler, an alluring wheat beer made with real pumpkin & spices and new, Count Traveler, a captivating citrus wheat beer bewitched by the taste of real blood orange. Availability: August

Jack-O TravelerJack-O Traveler is an alluring wheat beer illuminated by the tastes of fall. It strikes a perfect balance between bright refreshment and seasonal spice. Jack-O is made with real pumpkin for a deliciously dark-hued, shandy-inspired beer. ABV: 4.4% Packages: 12 oz. bottles and draught Availability: August

SeasonalSELECTIONS


Boulevard Funkier PumpkinNever content with brewing “to style”, Boulevard Brewing’s approach to funkier pumpkin is far from the standard take on pumpkin spice beers. Choosing to focus on the complexity that brettanomyces can bring to beer, Funkier Pumpkin offers subtle pumpkin flavor accented by traditional spicing in a beer that showcases the hallmark earthy/forest floor notes of our wild yeast strain ABV: 8.5% Package: 750 ml bottles only Availability: Limited Release

Boulevard Funky Pumpkin Funky Pumpkin Tart Ale is an eccentric addition to the pumpkin beer category with pumpkin flavor scarcely present, upstaged by cinnamon, allspice,

and nutmeg. A pleasant tartness prevails, with barrel aging providing a mellow roundness, and Brettanomyces putting the “unk” in Funky. ABV: 5.8% Packages: 12 oz. bottles and draught Availability: September

Captain Lawrence Autumn BlazeBrewed with pureed pumpkins added directly to the mash, and traditional pumpkin pie spices added to the end of the boil, this is the perfect beer to drink when the weather turns a bit cooler. Autumn Blaze packs a ton of flavor into this malty and smooth amber colored ale with the aromas of fall. ABV: 5% Packages: 12 oz. bottles and draught Availability: August

Baxter Hayride Autumn Ale

A generous portion of two rye malts, together making up 20% of the grains in this brew, give the beer a full body, bready flavor, and subtle spiciness, while toasted malts provide a touch of sweetness and a rich, almost reddish hue. New Zealand Pacifica and Pacific Jade hops balance Hayride’s maltiness and suggest notes of oranges and tropical fruit. Baxter Brewing cold-

condition the beer on oak, with light additions of ginger, black pepper, and sweet orange peel, bringing out the spiciness of the rye and rounding out the soft sweetness of the beer. ABV: 6.6% Packages: 12 oz. cans and draught Availability: Late August

Hacker-Pschorr Original Oktoberfest

Joseph Pschorr captured the spirit of the first Oktoberefst with a rich, full-bodied amber lager that has come to be imitated around the world. Hacker-Pschorr Original Oktoberfest has a nose of

blackcurrants and earth with a malt-driven flavor, expertly balanced by Hallertau hops. ABV: 5.8% Packages: 11.2 oz. bottles and draught Availability: August

Paulaner Oktoberfest MärzenThis authentic Oktoberfest is full-bodied with a rich malt flavor and dark toffee notes, revealed by an underlying fruitiness and masterful hop balance. It will instantly turn your four walls into an Oktoberfest tent! ABV: 5.8% Packages: 11.2 oz. bottles and draught Availability: Bottles in August (draught available year-round)

Paulaner Oktoberfest WiesnBrewed only once a year in anticipation of the big festival, Paulaner Oktoberfest Wiesn is the pinnacle of German brewing. Deep golden in color, this full-bodied seasonal is wonderfully mellow with a balanced, harmonious taste and a pleasant aroma of hops. ABV: 6% Packages: 11.2 oz. bottles, draught and 1 liter can/mug set (5) Availability: August

SeasonalSELECTIONS


Otter Creek OvergrownOvergrown is dripping with dank, American hop flavors and aromas and is balanced by a subtle, sweet malt backbone that takes a back seat to the bountiful hop additions. ABV: 5.5% Packages: 12 oz. cans and draught Availability: August

Otter Creek Fall Mixed BagOtter Creek’s Fall Mixed Bag includes favorites like Over Easy, Couch Surfer, Overgrown and Backseat Berner. Availability: August

Daura Märzen“Märzen” is the beer traditionally

brewed in March. In order to have a beer able to last thru the summer the recipe’s amount of barley malt was doubled. This addition created a higher taste intensity and body. The beer then reached the Oktoberfest with an exceptional taste after the

extreme maturation conditions. ABV: 7.2% Package: 6 pack bottles only Availability: Now!

Foolproof AugtoberfestThis festbier is a celebration of Foolproof Brewing Company’s Augtoberfest festival at the brewery in Pawtucket, Rhode Island. It is brewed with caramel and Munich malt as well American hops and is fermented cool to produce a clean, refreshing flavor. Prost! ABV: 5.2% Packages: 16 oz. cans and draught Availability: August

Ithaca Hellish LagerThis refreshing true-to-style helles has a subtle malt character and a delicate cast of supporting noble German Tettnang hops. Enjoy the light body, soft mouthfeel, and brilliantly clear, straw yellow presentation of our latest easy drinking, hellishly delicious limited release.

ABV: 5.2% Packages: 12 oz. bottles and draught Availability: Limited Release

Ithaca Super StoutThis coffee oatmeal stout is made specifically for the dark beer lover to quaff on starry evenings (or 8:30 in the morning). The classic smooth flavor pairs very well with the delicious Sumatra beans from gimme!

coffee. The strong roast of the coffee is complimented by some dark chocolate and fruit flavors. ABV: 5.2% Package: 12 oz. bottles only Availability: August

Long Trail Harvest Barn AleA celebration of Autumn harvest, this English style brown ale offers a full malt and mild hop flavor, at the same time. Brewed with locally harvested ingredients in Vermont. ABV: 4.4% Packages: 12 oz. bottles and draught Availability: August

Long Trail Fall Survival PackThis Fall survival pack includes: Long Trail Ale, Green Blaze IPA, Double Bag and Harvest Barn Ale. Availability: August

SeasonalSELECTIONS


Revolution OktoberfestA classic German-style Oktoberfest lager that goes down smooth with a pleasant, toasty malt flavor. Hallertauer Mittelfruh hops give the beer a crisp, balanced bitterness and a spicy, earth aroma. ABV: 5.7% Packages: 12 oz. cans and draught Availability: August

Revolution Citra HeroAn elegant American IPA with deep layers of fresh citrus, fruit aroma and flavor create a quite sessionable ale. ABV: 7.5% Packages: 12 oz. cans and draught Availability: August

Revolution Mosaic HeroThis unique IPA showcases earthy, herbal flavors layered with aromas of tropical fruit, citrus and fresh pine. ABV: 7.5% Packages: 12 oz. cans and draught Availability: September

Peak Hop Harvest OktoberfestFall is hop harvest time, when hops are most ripe and pungent (stick your nose in a glass, you’ll see). In this unique spin on a classic style, rich malt dances with remarkable, aromatic hops. ABV: 4.9% Packages: 12 oz. cans and draught Availability: September

Hofbräu OktoberfestHofbräu Oktoberfest is the golden color lager served at the Munich Oktoberfest. Brioche, toasted nut, lemon and clay aromas follow through on a lively entry to a medium-full body and baked apple and citrus accent. ABV: 6.3% Packages: 12 oz. bottles and draught Availability: August

Rising Tide Waypoint Coffee PorterThis rich porter features notes of coffee, chocolate, dark fruit and berries. It is brewed with oats from Maine Grains for a full body and creamy mouth feel and blended with coffees from Tandem Coffee Roasters. ABV: 5% Packages: 12 oz. bottles and draught Availability: September

Narragansett Lovecraft White IPABrewed in collaboration with Revival Brewing, White IPA, the 5th release in Narragansett’s Lovecraft series, is a Belgian-style IPA made with four different types of Belgian and American malts. A crisp IPA character with a creamy Belgian yeast profile make this a delicious world class beer that blurs style guidelines. El Dorado and Mandarina Bavarian hops impart a tangerine flavor associated with “white ales”. It is dry-hopped with El Dorado to enhance the mildly fruity aromatics. ABV: 6.8% Package: 16 oz. cans only Availability: Now!

Narragansett Have a Hefeweizen!

Part of Narragansett’s Mash-Up Series, Have a Hefeweizen! is made in collaboration with Bananagrams, the addictive tile word game that originated in Pawtucket, RI. Bananagrams was conceived by Abe Nathanson and family in Rhode Island after testing many permutations of various word games. Once perfected, Abe proclaimed, “this anagram game will drive you bananas”, and the

game was thusly named. Hefeweizens are known for their banana notes, making Bananagrams a perfect Mash-Up partner for ‘Gansett. This traditional un-filtered wheat beer was brewed with 40% wheat malt, and left unfiltered to give it a complex, yeast driven character that is true to style, and produces a mild banana flavor. El Dorado hops give it a slight orange aroma and finish. ABV: 5% Packages: 16 oz. cans and draught Availability: Now!


SeasonalSELECTIONSTwo Roads Ok2berfestOk2berfest is the brewery’s version of the classic Märzen-style lager that was traditionally served at the Munich Oktoberfest. Ok2berfest possesses a smooth, toasty malt profile with the crisp character of a traditional German lager. ABV: 5.8% Packages: 12 oz. cans and draught Availability: October

Two Roads Roadsmary’s BabyThis classic spiced pumpkin ale is aged in rum barrels and spiced with cinnamon, nutmeg, allspice and vanilla. This pumpkin ale’s tasting notes include notes of pumpkin pie spices, rum, vanilla and oak. ABV: 6.8% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: August

Woodchuck Fall HarvestThe fall harvest brings farmers and communities together to celebrate another year

of fruitful labor. It is a time of shorter days,

cooler nights and great apples. This cider has a

complex and elegant character full of apple, cinnamon and nutmeg balanced out with a hint of American white oak. This cider is a true taste of the season. ABV: 5% Packages: 12 oz. bottles and draught Availability: August

Woodchuck Private Reserve Barrel SelectPrivate 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 on the cider 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: 6.9% Packages: 12 oz. bottles and draught Availability: August

Shipyard Little Horror of Hops

This rye IPA is hopped with Bravo, Apollo, Centennial and Cascade. ABV: 5.9% Packages: 12 oz. bottles and draught Availability: August

Shipyard Pumpkinhead

Shipyard Pumpkinhead is a crisp and refreshing wheat ale with delightful aromatics and subtle spiced flavor. ABV: 4.7% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: August

Shipyard Smashed PumpkinA big bodied beer, Shipyard Smashed Pumpkin has a light coppery-orange color and pleasing aroma of pumpkin and nutmeg. Pale, wheat and light Munich malts combine with the natural tannin in pumpkin and the delicate spiciness of Willamette and Hallertau hops to balance the sweetness of the fruit. ABV: 9% Packages: 12 oz. bottles and draught Availability: August

Shiner OktoberfestThis award-winning Oktoberfest beer is made with the highest quality 2-row barley, Munich and caramel malts, along with German-grown

Hallertau Tradition and Hersbrucker hops. It’s Shiner’s way of honoring their ancestors and the beer they loved to celebrate with. So raise your stein to tradition and enjoy this utterly classic brew. Prost! ABV: 5.7% Packages: 12 oz. bottles and draught Availability: August

SeasonalSELECTIONS


Warsteiner Oktoberfest Special EditionWarsteiner Oktoberfest is a well-balanced,

mild and smooth with a rich malt taste, accompanied by a uniquely soft and decent hoppy aftertaste. ABV: 5.9% Packages: 12 oz. bottles and draught Availability: Limited quantities

Wormtown Fresh Patch Pumpkin AleFresh Patch Pumpkin is named for the hundreds of pounds of local pumpkins and that are blended to create Wormtown’s fall brew. The process results in a medium bodied ale

with a fresh pumpkin pie aroma, complemented with flavors of pumpkin and spice in every sip. All treat, no trick! ABV: 4.5% Packages: 12 oz. bottles and draught Availability: September

NON ALCOHOLIC

Red BullRed Bull Energy Drink (available in original and Sugar Free) is a functional beverage with a unique combination of ingredients. It has been specially developed for times of increased mental and physical exertion. Red Bull Energy Drink vitalizes body and mind, increases performance, increases concentration and reaction speed, improves vigilance, improves the emotional

status and stimulates metabolism. Red Bull is Energy Drink is also available in SugarFree. Package: 4pk 24/8.3 oz. Availability: Year-round

Red Bull Editions Red Bull Energy Drink now includes the Blue, Red and Yellow editions. Each flavor combines the boost of Red Bull Energy Drink with the flavors of blueberry, cranberry and tropical fruits. Package: 4pk 24/8.3 oz. Availability: Year-round

Agricanto LiqueurThis famous Italian Liqueur uses Venetian Raboso Piave wine as a base which is then infused with ripe cherries and rare spices to create a rich aroma aperitif. Recreated from

ancient monastic recipes, the Maraschino cherry flavor is as unmistakable and as delightful. Agricanto with its rich ruby red color is the perfect ingredient for cocktails or it can be enjoyed neat on the rocks with an orange twist.

ABV: 25% Package: 750 ml bottle

Arkansas Black ApplejackIt takes about 25 pounds of apples to make each bottle of Arkansas Black Straight Applejack. Made from 100% apples, this product of California took a Double Gold and “Best Apple Brandy” in the 2016 San Francisco World Spirits Competition. With a limited production of just a few hundred cases per year, Massachusetts is just the third market in the USA to have this product available for sale. ABV: 46% Package: 750 ml bottle Availability: Arkansas Black 21 Year Old Applejack is also available but in limited quantities. Ask your Spirits Representative for more information.

Boncourt XO Grande RéserveDeep mahogany and amber in color this XO French Brandy is the result of decades of know-how by the Boncourt cellar masters. By carefully blending the finest old eaux-de-vies, they have created an impressive and flavorful premium brandy that is smooth, sweet and easy to drink. Perfect in brandy based cocktails, summer sangrias, for cooking or enjoyed neat. Unmatched in value, Boncourt XO is sold worldwide and now for the first time available in Massachusetts. ABV: 40% Package: 750 ml bottle

Spirits


Olifant VodkaAfter a long absence from the market this exceptional imported vodka makes its triumphant return to Massachusetts. Produced since 1841 in Holland, this product began as an export to the Dutch colonies around the world. Since that time the symbol of the elephant on the bottle has made this product instantly recognizable by discerning consumers. In a Wall Street Journal taste test, Olifant Vodka rated the #2 vodka from a selection which included Absolut, Ketel One, Stolichnaya and Grey Goose. ABV: 40%, Package: 750 ml bottle

Slaughterhouse WhiskeyHand selected by the world renowned wine producer Dave Phinney (Owner of Orion Swift Cellars and the creator of “The Prisoner” Cabernet) this American Whiskey has spent 9 years in American oak before it was finished in Papillion barrels to add aromatics and character to this unique product. After being finished in the Papillion barrels this whiskey is brought down to 92 proof with the addition of pure spring water from Dave’s property 2000 feet above the Alexander Valley in California. Tasting notes include baking spices, dark fruit, butterscotch, vanilla, honey and toasted caramel. ABV: 46% Package: 750 ml bottle Availability: Limited production

Tres Papalote MezcalA single varietal mezcal, Tres Papalote uses only wild Cupreta agave from the mountains of Guerreo Mexico. Handcrafted by a Master Mezcalero, Tres Papalote is only lightly smoked so as not to mask the herbal and citrus notes of the agave. Exceptionally smooth, Tres Papalote is a collaboration between the distiller and esteemed Mexican-American actor Cheech Marin. The bottle is decorated with an image of a glass sculpture in the renowned Chincano art collection of Mr. Marin created by artists Elinar and Jamex De La Torre. ABV: 40% Package: 750 ml bottle

Camus VSOP Borderies CognacThis single growth certified cognac from Camus Cognac

is deep amber color and comes from the smallest estate in the Cognac appellation d’origine contrôlée (AOC) of France. Cognac from Borderies is particularly floral, making it highly sought out by cognac producers for use in their blends. Distilled solely from ugni blanc grown in Borderies, this spirit is lively and juicy, with dark flavors of coffee, pistachios, toffee and milk chocolate rounding out the area’s signature floral and mineral qualities. 91 points Beverage Testing Institute Camus VSOP Borderies. ABV: 40% Package: 750 ml bottle

Danzka VodkaThe standout Danish designed brushed aluminum bottle that holds this intriguing imported vodka is both unbreakable and resealable for the on the go millennial. Available in straight vodka as well Cranraz, Green Apple, and Citrus, all Danzka vodkas are 80 proof, delivering more value to the consumer than typical 70 proof flavored vodkas. Exceptionally smooth and mixable, Danzka competes with the best imported Scandinavian vodkas, with the additional benefit of being able to chill faster and stay colder longer. ABV: 40% Package: 750 ml bottle

SpiritsCalle 23 TequilaThis 100% Agave tequila was produced using only carefully selected highlands agave from Los Altos de Jalisco where the mineral rich, fertile soil produces exceptional plants that mature which take between 7 to 9 years to reach full maturity. Created by Master Distiller Sophie Decobecq the creation of Calle 23 has been her life’s work. In a survey of the top one hundred cocktail bars worldwide by Drinks International Calle 23 was ranked as the third best-selling brand of tequila. ABV: 40% Package: 750 ml bottle

Fuenteseca Tequila 12 Years OldThis is the oldest and rarest extra anejo tequila for sale in Massachusetts. Distilled in June 2001, 20% of this lot was distilled in copper double-column stills and 80% distilled in alembic copper pots. After distillation and blending, 90% was laid into in American white oak previously used to age California red wine, and the remaining 10% barreled in used dark French Oak. The casks were housed for 12 years, at 3,800” elevation, in the town of Tequila, Jalisco in a cool-climate subterranean storeroom. ABV: 42% Package: 750 ml bottle


Programs

Coors Banquet Heritage CansInspired by the rich, 140-year history of Coors Banquet, four new heritage can designs will be available from October through December to share the history and unique story of Coors Banquet. Since the inception of the Banquet Heritage program in 2011, it has delivered year-over-year growth and continues to drive distribution and velocity at retail. With one can design in each pack, the collectible nature encourages multiple purchases. The program will feature out-of-home, digital and social support along with retail tools.

Celebrate Halloween with Coors Light2016 marks the 25th anniversary of Coors Light’s partnership with St. Jude Children’s Research Hospital. Coors Light has worked with St. Jude to raise more than $83 million to help find a cure for childhood cancer. This Halloween season, Coors Light consumers can help others climb their mountains by supporting St. Jude. Participating on and off-premise accounts can feature Halloween-themed donation tear pads and awareness-building table tents. The tear pads can also be posted on walls of retail outlets to build awareness.

The Coors Light Halloween program will also feature Halloween-themed 22 oz., color-changing stadium cups and a Coors Light-branded feature clock that can be used to count down to costume contests, Halloween or to show happy-hour drink specials.

Coors Light NHL®

NHL fans are the most avid beer consumers of any sports-fan base. Coors Light is the official beer of the NHL and 12 alliance teams. Coors Light also has the rights to the Wednesday Night Rivalry games televised on NBC Sports®.

The Coors Light NHL program will feature NHL and alliance team-branded POS tools and on-premise support including “Call It Coasters”. Prior to the puck drop, consumers can write predicted game outcomes on the coasters they receive when they buy a bucket of Coors Light for a chance to win free beer or other premium awards if they correctly predict the outcome. A feature clock will also be available to accounts to show drink specials, countdowns to games, and hooks for alliance lug-ons.


Programs

Redd’s Halloween During the Halloween season (September through October), the added pressure to throw an epic party will lead consumers to carefully think about providing the right mix of drinks to fit the style of a Halloween bash. High-ABV FMBs have been growing faster than any other segment in convenience stores and faster than almost every segment in general.

Redd’s will secure floor space with thematic display pieces such as a case stacker, tree display and foam-apple pole topper, which create theater around the holiday and increase basket ring.

Redd’s Wicked Halloween Redd’s Wicked consumers want to set the tone at parties to start the night with a killer good time. Redd’s Wicked is the perfect brand for the Halloween season because it is a high-ABV flavored malt beverage that amplifies good times without sacrificing refreshment. The program will feature a full 360°-support campaign. Halloween themed and equity-driven tools will hold floor space throughout the program.

Keystone Light HuntingKeystone Light is bringing the hunting program back. Additional cans will be designed to feature antlers that can be stacked on the “White Stone” can. Keystone Light packaging will feature a complete primary packaging replacement of the traditional blue equity cans to hunting-themed cans.

The program will be brought to life at retail through an impactful lineup of hunting-themed display enhancers and POS tools. The program will also include social media and PR support.


Programs

Casa Modelo: The Nation’s Fastest Growing Beer Opens Doors to Its New ‘House’In September, Modelo will bring its entire portfolio – Especial, Negra, Chelada

– under one roof: Casa Modelo. Together as one brand family, Casa Modelo will establish Modelo as an iconic Mexican brewer of distinctive styles and flavors of high-quality beer.

• Especial – a full-flavored pilsner-style lager with a clean, crisp finish.

• Negra – a medium-bodied lager with slow-roasted caramel malts brewed for a rich smooth taste.

• Chelada – a michelada-style beer made with the authentic, refreshing flavors of tomato, salt and lime.

This campaign includes 360-degree marketing support with redesigned

primary and secondary packaging, new tap handles, unprecedented media spend, new advertising, PR and brand new POS.

The new, unified packaging is inspired by Modelo’s heritage, tradition and high-quality standards. Modelo Especial, the nation’s fastest growing beer and #2 import in the country, will see small changes to its primary packaging, but a bigger change to its secondary packaging for better shelf-pop at retail. Modelo Negra (previously labeled Negra Modelo) will debut a fully redesigned package scheme to better align with Especial packaging and tie the two brands together in one family. When displayed together, Especial and Negra, see at 22% total sales lift at retail. The new, unified packaging will continue to drive those sales together.

Modelo Especial Chelada, the fastest growing ready-to-drink Chelada, will also see a refreshed package design to further tie it to the Modelo family of brands.

Engaging and eye-catching POS materials and all-new Spanish and English radio, TV and digital advertising focusing on the brands’ “fighting spirit,” will create consumer demand throughout the year.

Corona and Coach GrudenGame Day is about the fun of hosting friends, a variety of game day eats and kicking back to enjoy it all with a cold, Corona beer. Coach Jon Gruden returns in 2016 to show football fans the essence of being transported to a carefree viewing experience. Corona reminds consumers that once the lime drops, it’s time to enjoy the game.

GAME ON, LIME IN.

Corona will launch a NEW sweepstakes for the chance to WIN a Corona Gameday experience. Look out for new display enhancers and on-and off-premise POS including select Spanish elements, prominently featuring Coach Jon Gruden that will encourage consumers to pick up and share Corona this upcoming football season.


Programs

Dos Equis FootballMake Dos Equis the beer of choice amongst college football fans, to bring unparalleled and remarkable experiences to fans throughout the college football season and ultimately make Dos Equis synonymous with the college football experience. From the start of the college football season, we’re challenging college football fans and consumers to get “In” with Dos Equis in order to get a taste of game day greatness.

Each time they do, fans will be entered to win a VIP experience at the College Football Championship in Tampa, FL. Plus, they’ll also receive instant access to exclusive college football content and a chance to score prizes that elevate the game day experience.

With season-long programming, shoppers have a reason to make each college football-viewing occasion, a greatness celebration, with the only official beer sponsor of the College Football Playoff, Dos Equis.

Smirnoff Ice #ShowUsYourGameFaceThis football season, Smirnoff Ice is rewarding shoppers who show their Game Face and share how they are “game day ready” with Smirnoff Ice products. By snapping a photo and uploading it to Facebook or Instagram using #gamedayreadycontest, shoppers will be entered for a chance to win Stub Hub gift cards that can be used for the game of their choice! SNAP. SHARE. WIN.

Make a Stir with Smirnoff IceWomen are some of the biggest football fans and bring something different to game day that brings everyone together. This fall, ladies will have a chance to express their passion and team allegiance by using Smirnoff Ice to bring their game to game day. Smirnoff Ice will challenge consumers to grab their favorite ingredients and create football-inspired Smirnoff Ice drinks that reflect their team spirit through color, flavor and of course drink décor. Once created, fans will be directed to share their drink ideas via Twitter, Instagram or Facebook for a chance to win Stub Hub gift cards for football tickets (awarded weekly). CREATE. SHARE. WIN.


Programs

Paulaner Teams Up With UntappdPaulaner has partnered with Untappd and is offering the Original and Authentic Oktoberfest Badge from mid-August through mid-October. When consumers check into their first Paulaner beer (any style) on their Untappd app, they’ll unlock Paulaner’s Oktoberfest Badge. When they check in with their 3rd beer during the promotion, they’ll be entered to win daily prizes including LED signs, 5-liter steins and other great Paulaner swag!

Win an Authentic Paulaner MugThis fall, from mid-August through mid-November, Paulaner is giving consumers the opportunity to drink their Oktoberfest beer out of an iconic 1L mug – the only mug used in the tents of the Original Oktoberfest in Munich! All they need to do is purchase a case of Paulaner Oktoberfest Märzen or Wiesn and send in the offer form on the case card with $5.99 for S&H and they’ll receive a 1L mug of their own. Lederhosen sold separately.

Take a Trip with Traveler Traveler Beer Co. is giving away $5,000 to a luck fan to put towards a travel fund, as well as a chance to work with Atlas Obscura, a guide to the world’s most curious places. Fans will enter to win at travelerbeer.com/takeatrip throughout September and October.

TRAVELERBEER.COM/TAKEATRIP


RetailEDGE

Corporate Social Responsibility or CSR revolves around societal, economic and financial variables and how they impact stakeholders. Whether you are a private or public company, your

customers expect you to act in a certain way with regard to your stakeholders. Thanks to cell phones and social media, we have a transparent society today. Everything that companies do and say is public and immediate.

A big part of CSR revolves around food safety. As consumers, we all assume that the companies that make the products we use and consume are doing everything within their power to ensure that they are safe. How consumers view your company is critical to your long term success. If they are happy, they will support you. If they are not, they will let you and the world know how they feel. Think of how much technology and social media have influenced how we make decisions every day as consumers. A great example of this is Chipotle. The brand went from a “best in class” example of marketing to Millennials, to a brand that waited too long to address food safety concerns for their customers.

Whether you are an on or off-premise retailer, you need to “see” how your customers view your business. It all starts with the products that you sell. Do you know how the products are produced? Do the type of ingredients matter to your customers? Is natural, organic or locally sourced important to them? If so, how are you relaying this information to your customers? Do you know what types of chemicals are used in the production and sanitation process?

A great way to address food safety is to “walk” your store or bar from the front to the back, like your customers do. We all know that a dirty bathroom is not a good sign for customers or for food safety. What about the ice machine? When is the last time you cleaned it? How about your food prep/storage area, coolers, walk-in, counter tops, bar area and tables? You need to check all of the areas that consumers see and don’t see. There are a variety of food safety solutions that address these areas.

Make sure you understand how the products you sell are produced, stored and shipped from a food safety perspective. If you take a stakeholder view of your business, it will positively impact your bottom line.

The Importance of Food SafetyBy George Latella

A big part of

Corporate Social

Responsibility revolves

around food safety. How

consumers view your

company is critical to

your long term success.

If they are happy, they

will support you.

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.

Burke BeerBLOGNearly Forgotten, Cider Shines Once AgainBy Patricia Sheehan


AFTER STARTING AS ONE OF the most popular drinks in this country to becoming one of

the more obscure, hard cider is once again having its day. The history of hard cider in the US goes way back to colonial times. When English colonists first arrived to the New World they noticed immediately that the sweet apples they used to make cider in their old country were nonexistent in their new digs. Adventurous enough to make the trek across the Atlantic to the unknown, but not adventurous enough to make cider with our native crabapples, they hit up England for some seeds and quickly went to work cultivating orchards so they could continue to drink their favorite beverage. The soil in New England was much kinder to apple trees than it was to barley and hops, so hard cider reigned over beer and whiskey during our country’s earliest years. With the arrival of German and Eastern Europeans with their sophisticated brewing traditions as well as the more amenable growing conditions for barley in the Midwest, cider popularity quickly dropped off. Although this was a major setback for hard cider, it was really Prohibition that almost wiped it out completely. While the bigger regional beer breweries barely got through those years by diversifying what they sold, cider makers didn’t have that option. Many cider apple orchards were burned by Prohibitionists (really, guys??), and the drink didn’t bounce back until relatively recently. It seems fitting that New England is now one of the busiest cider markets in the country, and the drink’s newfound popularity has spawned a huge range of styles to choose from.

Salem’s Far From the Tree Cider strives to use similar techniques as our cider making forefolks did, but with an experimental bent. They have strong relationships with orchard owners in Western MA. They receive freshly picked apples from them,

press the juice, and start fermenting the liquid in barrels that very same day. Their Nova is dry hopped with Galaxy, Mosaic and Simcoe hops, adding different dimensions to the aroma. Their Lei is a little more adventurous, using roasted jalapenos and fresh pineapple juice.

While dry and semi-dry ciders have their core (ha!) group of fans, there is still a huge demand for ciders for those who have a slightly sweeter tooth. Woodchuck Hard Cider came to be in 1991 when the first batch of Woodchuck Amber was made in a Proctorsville, VT garage. They’ve since expanded their variety of selections to include styles like Gumption which uses a carefully selected mix of sweet common apples and dry cider apples, and Hopsation, a cider with a pleasant dose of Cascade hops. Woodchuck has also expanded their distribution area which has helped them to become one of the most recognizable and popular ciders in the country.

Even though it went through a period in which its popularity declined in the US, cider has long been a powerhouse in Ireland and the UK. If you’ve ever had a cider in Ireland called Bulmers and wondered why you don’t see it anywhere else, fear not – the rest of the world calls the same golden liquid Magners. Whatever you’d prefer to call it, this cider is fermented with juice from seventeen different varieties of apples using the same yeast strains from the original oak vats that they used in 1935.

For an ideal example of cider’s meteoric rise in the US, look no further than the success of Angry Orchard. They launched in 2012 and quickly claimed 40% of the national cider market, upping that number by 10% the following year. Their success was rapid, but took years of planning – their cider makers had been experimenting with different apples

and yeast strains for twenty years before introducing their ciders to the world. Their success enabled them to set up camp on sixty acres of land in Hudson Valley, known as the “Apple Belt” of NY. Visitors to the tasting room there can sample experimental ciders not available outside their Innovation Cider House.

“Hyper-local” is a term that’s used a lot in reference to food, but Somerville’s Bantam Cider rightfully claims the title in reference to their delicately crafted ciders, all made with Massachusetts apples. Their Wunderkind sports an effervescence coming from champagne yeast and a touch of sweetness at the finish with the addition of flower blossom honey. Their Rojo uses ale yeast as a backdrop for the sour cherries and black peppercorns added. With a series of inspired limited release ciders, the women over at Bantam truly do make “Modern. American. Cider.”

Hard cider’s place is no longer considered the no man’s land between wine and beer by Americans. It has Colonial roots, an abundant amount of available ingredients, and a nearly limitless versatility. It’s earned its place as a major category in this business and one that we expect will only continue to grow.

“It is indeed bad

to eat apples.

It is better to

make them all

into cider.”—Benjamin Franklin

89 Teed DriveRandolph, MA 02368781-986-6300

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A TALE OF TWO SEASONALS - Burke Distributing...

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