Retail Edge Seasonals The Beer Guy New Products ProgramsT O N Y M A G E E O F L A G U N I T A S B R E W I N G C O . | F A L L S E L E C T I O N S | O K T O B E R F E S T

A TALE OF TWO SEASONALS

PUMPKIN-INSPIRED AND OKTOBERFEST BEERS

Fall 2016 | V.19 FINLEY DISTRIBUTING

WE ALWAYS LOOK FORWARD TO THIS TIME OF YEAR – the return of University of Arizona students and the start of a new football season breathes new life into

Tucson. This year is especially exciting for Finley Distributing as we proudly announce our newest alliance: Coors Light is now an official corporate sponsor of the University of Arizona Athletics. The University has never had an adult beverage partner, and we’re thrilled they chose Coors Light. The partnership has been years in the making, and we’re going to do our best to support the Wildcats throughout the market. Keep a look out for Coors

Light / Arizona co-branded posters, banners and more – and ask your Route Manager how you can benefit from this alliance.

Another new partnership we’re excited about is Dos Equis’ sponsorship of the College Football Playoffs. This brand continues to grow, and this mainstream alliance is only going to fuel that growth, supported by point of sale sure to appeal to all football fans. Corona is another brand planning to capture the attention (and wallet) of football fans by continuing their partnership with Jon Gruden. All these brands have solid plans to help you engage and entice

consumers, and we’re looking forward to working with you to execute programs locally and help increase your sales.

In addition to the Dos Equis alliance with college football here in the U.S., Heineken just announced a new global partnership with Formula 1®. This significant partnership will start this year at the newly renamed Formula 1 Gran Premio Heineken D’Italia 2016 in early September and will make Heineken the exclusive global beer partner of Formula 1, complementing the brand’s existing global platforms and further solidifying Heineken’s reputation as a premium international brand.

Imports and “upscale” beers continue to fuel industry growth – and fall is a great time of year to capitalize on this trend. As we move further into the fall season, rest assured Finley has a wide variety of fall seasonal beers and ciders, plus plenty of pumpkin and Octoberfest beers to appeal to your customers. Talk to your Route Manager about updating your offerings to take advantage of one of the most popular seasons in the beer industry.

Dennis Shields President

In This ISSUE

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

Brewery Highlight ...............2

Total Wine & More ..............3

Brother John’s Beer, Bourbon & BBQ...................4

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

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

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

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

Retail Edge ...................... 16

The Beer Guy ................... 17

Letter toTHE TRADE

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

“Talk to your Route Manager about updating your offerings to take advantage

of one of the most popular seasons in the beer industry.“

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 beers 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, accounts for 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

“A key component to the success of craft beer has been consumer trial and sampling,” says Lagunitas founder Tony Magee. “Consumers are still enthusiastic about craft, but now they are experimenting less, which means they have moved towards beers they have sampled and are most connected to, based on emotion, flavor and economic considerations.”

To comment on the subject, Heady Times reached out to Brandon Danley, Regional Sales Manager for The Boston Beer Company, makers of Sam Adams, Angry Orchard Cider, Twisted Tea, Traveler Beer, Coney Island and Truly Spiked & Sparkling. Danley added that while consumer brand loyalty has recently been at an all-time low, due to so many

new brand families/SKUs entering the market, he sees consumers returning to lead brands of substance like Sam Adams Octoberfest, which commands an impressive 27% of all fall seasonal sales. Retailers have reached a point where offering customers too much variety has become an Achilles Heel; all the variety is confusing them. An overwhelmed consumer may buy less, or nothing at all. To maximize profitability in this peak beer selling period (IRI defines it as August through September) you have to get lead brands out fast and early, placing them in prime real estate locations where they are most visible to your customers.

Danley recommends curating a reasonable selection of ‘long tail brands’ for consumers who are willing to walk to the back of the store in search of them, but once again he reminds us that, “The important thing to remember is that lead brand families sell volume. You maximize profitability by selling each category’s lead brands. There are about five of them per category. Then a limited selection of long tail brands should round out your lineup, which keeps the more adventurous consumer satisfied.”

Danley said that pumpkin beers were the best-selling specialty style by volume, and that the top six, best-selling pumpkin beers account for 94% of all pumpkin beers sold. That’s what you call a lead brand.

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.

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BreweryHIGHLIGHT

LAGUNITAS IS KNOWN FOR ITS UNADULTERATED REPRESENTATION of bold West Coast brews with quirky names and label designs. Equally famous is its non-conformist founder, Tony Magee who has

been called a brewing genius with a great sense of humor. Magee denies both of these assertions. The brewery was established in 1993 when Magee transitioned from a career in printing and music to one in the craft beer industry. Twenty-three years later, Lagunitas has breweries in Petaluma, California and Chicago, Illinois, is set to open a third in Azusa, California in the Spring of 2017 and continues to hold the position as one of the fastest growing craft breweries in the country, and one of the most beloved.

“Humor and optimism are the only philosophies that justify even getting out of bed in the morning, which I do almost every day,” says Magee. His humor and creativity shine through in many facets of his work including the cool, retro Lagunitas beer labels, which he designs. “The reason they have a retro look could be because I’m a total amateur designer and have no idea what I’m doing.”

As a musician, Magee sees many similarities between music and brewing, “Everything in life is a form of music. Music is a language without words, one that everyone understands regardless of culture or language. I see our brand as an extremely long-form composition; a 20-year long symphony.” As far as choosing which styles of beer to brew, Magee again uses the symphony analogy, “If you’re lucky, and we have been so far, then the composition takes on a life of its own and the page talks back to you and tells the composer what to write down. We certainly do things that are interesting to us, but we are also very much in the world, so we listen to it as well. In more ways than not, I’d say that our customers have been driving the bus and writing the recipes from the very beginning and we also like what they seem to want. Was that as confusing for you as it was for me?”

In 2013 Magee penned the book, Lagunitas Brewing Company, The Story; So You Want To Start A Brewery…? “It is as true as the day is long,” he says. “The stories are ones we have told a thousand times and I just wanted to write them down. When you’re living your life, you cannot connect the dots looking forward, but looking back, the path seems obvious. By writing it down and seeing how even the hard stuff was all so logical and even inevitable, I think it gives us more confidence in our decisions going forward into the murky future. I also thought that beer lovers might enjoy a peek behind the curtain into the fear and rage that sometimes give birth to something better than itself.”

Although he has not actually brewed for over two decades, Magee created the recipes until recently. “I realized long ago that there are people who are far better physical brewers than I ever was. But, as in music, if I compose a string quintet, I might have written the notes on the page, but I should not pretend to also play cello or French horn if I expect to hear it back the way I wrote it down!”

Tony Magee Lagunitas Brewing Co.

On September 8th, 2015, Lagunitas announced they had entered into a powerful new partnership with Heineken, which will allow Lagunitas to export the exciting vibe of American craft beer globally.

In this joint venture, Lagunitas continues to operate independently in the US, maintaining the integrity of its brews and culture. Magee remains at the helm, with the same leadership

and staff, same brewers, same recipes and same suppliers and distributors helping to drive the brand forward.

“This venture will create a way for Lagunitas to help Heineken’s global distribution network participate in the growing craft beer category in places from Tierra Del Fuego and Mongolia to the far-flung Isle of Langerhans,” Magee said. “Lagunitas will share in the best quality processes in the world and enjoy an open door to opportunities that took lifetimes to build. This alliance with the world’s most international brewer represents a profound victory for American craft. It will open doors that had previously been shut and bring the U.S. craft beer vibe to communities all over the world.”

Total Wine & More

WITH TWO STORES IN TUCSON, TOTAL WINE & MORE HAS FAST become the go-to one stop shop for beer, fine wines, and liquor. Customers flock to these massive alcohol retailers for low cost,

high quality beer. With over 2,500 different brews on hand at any given time, it’s no surprise that Total Wine has cultivated a reputation in Tucson as a beer lover’s paradise. Positioned near two of Tucson’s busiest malls (Tucson Mall and Park Place Mall), these well-placed stores consistently rank at the top of Finley Distributing’s list of off-premise retailers.

Founded in 1991 by David and Robert Trone in Claymont, Delaware, Total Wine & More has proven to be a standout success in the beer world with over 135 stores located in 18 states. According to Tim Burrows, Store Manager at Total Wine Park Place, the retail chain’s product variety and competitive pricing play a vital role in drawing in the average consumer. “You could drink a different beer every day for six years and still not get through everything in the store,” he says. The beer selection stands as a veritable wonderland of popular craft, import, and domestic brews. They sell everything from Coors Light (Finley’s top seller), to elusive limited-release craft offerings.

“We try to carry everything,” says Burrows. “Then if it doesn’t sell, we’ll bring in something new.” By using this approach to determine what beers to carry, Total Wine ensures that they are always at the forefront of the ever evolving beer industry. If customers want craft beer, they’ll bring in more craft beer. If a new brand is launched, they’ll snap that up too. Total Wine aims to please, and nothing makes for a more satisfied customer than competitive pricing. When asked how Total Wine is able to price products so low, Burrows replied simply, “We buy in bulk.” The company as a whole possesses tremendous buying power in addition to special relationships with producers, importers, and wholesalers. These relationships result in significant savings, which are then passed on to the consumer.

Total Wine & More as a company strives to create a highly knowledgeable staff so that employees can pass along their expertise to customers. Each team member participates in extensive training programs, weekly wine tastings, and monthly seminars to ensure that they retain a comprehensive knowledge of beer, wine, and spirits. As an added bonus, team members also take part in the “Beer for Life” program, whereby employees select six beers each month to take home and sample. They are then required to write up a tasting sheet and submit it back to a manager. This dedication to employee education directly results in a unique and enjoyable shopping experience for the consumer. Consequently, both Total Wine & More locations in Tucson see their fair share of regulars. When shopping, customers will often times seek out specific employees when they want more information on a given product.

Total Wine prides itself on its commitment to corporate philanthropy. The company as a whole aims to make a difference in society by supporting local communities. In 2015 alone, Total Wine & More contributed over six million dollars through in-kind and monetary donations to roughly seven thousand local charities and non-profits in each of the eighteen states it operates. In Tucson specifically, Total Wine supports the Tucson Police Department Foundation, Children’s Art Museum, Mothers Against Drunk Driving (MADD), and the Boys and Girls Club, just to name a few.

Off-PremiseSPOTLIGHT

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These donations take many forms, whether it be monetary donations, discounted merchandise for events, or free tastings and classes to be auctioned off by the charities themselves. Total Wine & More seeks to foster a unique relationship with each of the communities it serves.

Total Wine & More Park Place – 5870 E. Broadway

Total Wine & More Oracle Wetmore – 4370 N. Oracle

Both open Mon-Sat, 9am-10pm, Sun 9am-9pm

Brother John’s Beer, Bourbon & BBQ

BROTHER JOHN’S BEER, BOURBON & BBQ FIRST OPENED ITS doors on December 27, 2015 when brothers John and David Aldecoa decided to reinvent the infamous Wildcat House. Located

at 1801 N. Stone Avenue, Brother John’s has already managed to curry favor with Tucson foodies and beer lovers alike. The restaurant “is really four concepts in one,” explains John. “You have the beer garden, the private dining area which accounts for one third of the building space, the whiskey program, and the barbeque itself.”

According to John, he and his brother “originally had no intention of doing a ten thousand square foot concept restaurant,” but were intrigued that the space was available. The idea of revamping the dilapidated Wildcat House ultimately proved too tempting to pass up. “It’s almost like the building chose us,” says John. Walking in now, Brother John’s sleek, rustic modern interior stands in stark contrast to its dank and desolate predecessor. Though in an appeal to Tucson’s sense of nostalgia, the Aldecoas decided to include a few key pieces of the Wildcat House in the building’s new design. All the wood seen in Brother John’s has been repurposed from the Wildcat House. They kept the original bar and moved the picnic style tables out onto the three thousand square foot beer garden in an homage to the beloved haunt that came before.

With fifty-one taps on hand at all times, Brother John’s has something for everyone. Their massive selection of brews seems to draw in import, domestic, and craft lovers in equal measure. Dos Equis Lager is Finley’s current top seller, followed closely by Dragoon’s IPA. John has a simple system for deciding what to offer up on tap. “Ultimately, it’s all about the quality of the beer,” he states. Brother John’s carries only high-quality beer, whether it be from some of the world’s largest breweries or small time local operations. With so many taps, John prides himself on “having the flexibility and capacity to appeal to everyone.”

A big part of what brings a steady stream of customers into Brother John’s is what John refers to as “proper barbeque.” “We don’t cut any corners,” he remarks. You won’t find any heat-to-serve packets of ready-made food in the restaurant. Food is either prepared in-house or sourced from local bakeries and businesses. The kitchen uses only premium meats and the best cuts. The meat isn’t served up smothered in sauce, but rather seasoned and smoked to perfection. If the tantalizing scent of smoked meats seeping from the large smokers and into the neighborhood is any indication of quality, then Brother John’s has some of the best barbeque in town.

Tucson natives themselves, the Aldecoa brothers have seen the Tucson food and beer scene evolve since their time frequenting the Wildcat House. Reminiscing on how downtown Tucson is an entirely different landscape in the present, John hopes to see that sort of gentrification creep into the surrounding neighborhoods. John and David chose to open Brother John’s on Stone between Grant and Speedway in the hopes they could play a part in breathing new life into the area. “There’s so much opportunity here,” says John.

Though still in its infancy, Brother John’s Beer, Bourbon, and BBQ is already building a strong base of regulars. John attributes their success

On-PremiseSPOTLIGHT

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in part to the fact that Brother John’s has “that mom and pop feel without really looking like a mom and pop shop.” The Aldecoas aim to pay tribute to their Tucson roots, while helping the city evolve. The Wildcat House had long been a Tucson staple, and now Brother John’s is poised to become one itself. “Tucson has grown up,” John remarks proudly, “and the Wildcat House has as well.”

Brother John’s Beer, Bourbon & BBQ is located at 1801 N. Stone Avenue and is open 11am-11pm Monday through Saturday, 11am-10pm Sunday.

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NewPRODUCTS

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Truly Spiked & Sparkling Colima Lime

You think you know lime? Meet Truly Spiked & Sparkling Colima Lime. Some of the

world’s best limes are grown in Colima, a small state on the Pacific coast of Mexico, including those used to make Truly Spiked & Sparkling Colima Lime. This style is slightly tart with a crisp, but subtle sweetness. ABV: 5% Package: Bottles only (cans available in variety

pack) Availability: Now!

Truly Spiked & Sparkling Grapefruit & PomeloThere is nothing more satisfying then the sweet smell of fresh-cut grapefruit. The sweet, fresh aroma of Truly Spiked & Sparkling balances your first sip. The grapefruit & pomelo tempt your taste buds with slightly tart and tangy notes and an undercurrent of sweetness. ABV: 5% Package: Bottles only (cans available in variety pack) Availability: Now!

Truly Spiked & Sparkling Pomegranate

Not all have experienced the juicy and surprisingly exotic pomegranate.

Pomegranates are known for their juicy sweetness which is complemented by a slight tart flavor. Truly Spiked & Sparkling Pomegranate is clean, crisp

and refreshing with a hint of fruit. ABV: 5%

Package: Bottles only (cans available in variety pack)

Availability: Now!

Oskar Blues Priscilla White Wit WheatThis AmeriCAN take on the Belgian Classic Wit, featuring orange peel and coriander spice emanated from the basement blues music legacy Dave McIntyre built at the original Oskar Blues Grill & Brew in Lyons, CO. On draft for over a decade, Priscilla’s zesty citrus and light fresh baked bread aromas mix with spicy, fruity fermentation. Light bodied with a subtle savory spice accent and a dry, lightly tart finish you can nearly feel the flicker of the neon and sound of Graceland. ABV: 5.2% Packages: Cans and draught Availability: Now!

Truly Spiked & Sparkling Bottle and Can Variety PacksClean, 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

Not Your Father’s Vanilla Cream AleSmall Town continues to follow its gruit-inspired tradition in launching its third innovation; an American classic flavor, Vanilla Cream Ale. Not Your Father’s Vanilla Cream Ale is brewed with Madagascar Vanilla and combines a lightly sweet flavor with a smooth finish to create a refreshing beer. ABV: 4.1% Package: Bottles only Availability: Now!

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Shiner Family Reunion Variety PackThe Shiner Family Reunion variety pack now includes new brands and new graphics! Inside this year-round mix pack, you’ll find six different Shiner selections including: Bock, Ruby Redbird, Wicked Ram, Light Blonde, Kosmos Reserve and a Brewer’s Pride selection. Availability: Year-round, beginning in August

Sapporo Premium BlackIntroducing Sapporo Premium Black, a new black lager brewed with roasted dark malts that give it a robust flavor to pair with the clean finish consumers expect from Sapporo. Bold, smooth and delicious, this is the world-class dark lager that beer lovers have been waiting for. ABV: 5% Package: Cans only Availability: Now, year-round

New Belgium Fruit Fly This new sour beer limited release is a celebration of all things fruity, tart and juicy. This stainless steel sour beer is acidified with a house lacto strain, dry-hopped with Citra and blended with 8000 pounds of passion fruit added during fermentation. Fruit Fly opens with big citrus and rich guava-like aromas, quickly followed by a tart and dry finish. Where there’s one, there’s always more. Find Fruit Fly on draught and enjoy the swarm of other fruited New Belgium offerings

in its cloud. ABV: 5.7% Package: Draught only Availability: September

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: 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: 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: 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

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When Demand Exceeds SupplyMany of our craft seasonal and specialty releases are available in limited or extremely limited quantities. Breweries only produce a certain amount of their specialty beers and Finley does all they can to get as much product as possible. In addition, this publication is compiled months prior to the decision made by the brewery to allocate their products to the wholesaler. Variations in production for some of these limited release offerings will fluctuate, resulting in lower quantities than anticipated.

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

SeasonalSELECTIONSLagunitas 12th of NeverThis beer is a blend of Old and New School hops that play bright citrus and rich tropical flavors, all on a solid stage of English puffed wheat. Light, yet full-bodied, 12th of Never is everything Lagunitas has learned about making hop-forward beer expressed in a moderate voice. Pale, cold, slightly alcoholic and bitter. It’s all they know. ABV: 5.5% Packages: Cans and draught Availability: Year-round, beginning in August

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%

Package: Cans only Availability: August

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: 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

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: Bottles and cans Availability: September

NewPRODUCTS

Dog Tag Legacy LagerPabst Brewing Co. is proud to announce Dog Tag Legacy Lager as the newest addition to their portfolio of iconic beers. The combination of pale Munich and Crystal malt, enhanced with the use of superior hop varieties creates a beer that is slightly spicy, crisp and has a smooth balanced finish that is sure to impress. This delightful brew, however, was born out of love, not opportunity. The sole mission of Dog Tag Brewing Foundation, a tax-exempt 501(c)(3) organization, is to support and enhance Gold Star Family initiatives. This starts by honoring one of our fallen warriors on every can. Dog Tag Brewing LLC donates 100% of net profits received from Pabst royalties to benefit charities created or selected by Gold Star Families. Please join us in this mission to educate and inspire consumers while celebrating and honoring America’s true heroes. ABV: 5% Package: Cans only Availability: September

SeasonalSELECTIONS

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SanTan OktoberfestThis German-style lager celebrates tradition with a toasty, strong, caramel malt profile offering a clean, crisp lager flavor made for autumn enjoyment. ABV: 5.5% Packages: Cans and draught Availability: Now!

Great Divide HOSS OktoberfestHOSS is based on the Märzen lagers of Germany. Rich, layered malt flavors with hints of cherry and dark fruits dominate while the unique addition of rye imparts an earthy, spicy character. HOSS finishes crisp and dry and its

brilliant red-orange color is a toast to the sunsets that make the perfect backdrop for this beer. ABV: 6.2% Package: Cans only Availability: October

Grand Canyon Pumpkin Springs Porter

Grand Canyon’s Pumpkin Porter is an ale brewed with pumpkin, squash, sweet potatoes, and spices. This porter is dark and smooth with a warming finish and will be sure to complement the fall season. ABV: 5.8% Packages: Bottles and draught Availability: Now!

New Belgium PumpKickWhat’s that bite of tartness doing in a pumpkin beer? Adding the unexpected kick of cranberry juice to brighten this traditionally spiced seasonal ale. PumpKick is brewed with plenty of pumpkin juice, cinnamon, nutmeg and allspice, but it’s the cranberries and touch of lemongrass that send your taste buds sailing. ABV: 6% Packages: Bottles, cans and draught Availability: Now!

New Belgium’s Hop Kitchen Bretta IPALife’s too exotic to stick to the familiar, so hop on the wild side with Bretta IPA. This Hop Kitchen release dares to cross wickedly wild Brettanomyces yeast with some favorite fruity hop varieties. Conditioned on two strains of Brettanomyces for a month, the IPA’s citrusy, piney hop notes courtesy of Equinox, Galaxy and Warrior riff off the yeast’s pineapple flavors, while rustic undertones emphasize a wild streak. Bring the funk and mix it up with Bretta IPA. ABV: 7.5% Package: Draught only Availability: Limited quantities in August

Dragoon Half Moon Dunkel Weisse

Half Moon Dunkel Weisse is a traditional German-style dark wheat beer, named after Half Moon Tank in the Dragoon Mountains. It’s brewed with White Sonora wheat and Midnight Malted wheat, along with Munich, wheat, and English Crystal Malts. It’s perfect for a Southern Arizona fall – bready and malty, with

just a touch of spice and banana fruitiness. ABV: 4.5% Package: Draught only Availability: September

Dogfish Head Punkin AleA full-bodied brown ale with smooth hints of pumpkin and brown sugar. Dogfish Head brews their Punkin Ale with pumpkin meat, brown sugar and spices. ABV: 7% Packages: 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. Prosit! ABV: 5.7% Packages: Bottles, cans and draught Availability: August

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Alaskan Heritage Coffee BrownAlaskan’s Heritage Coffee Brown is an English-style brown ale with coffee. English Ales are typically malty-sweet, often with a rich, caramel or toffee-like character. Hints of coffee are often present in this style, so this was a perfect beer upon which to base this unique coffee creation. This rich brown ale has a big cocoa aroma with light earthy roasted and gourmet coffee notes. The flavor has a light sweetness, with fruity hazelnut and medium coffee flavors. There is a deep coffee base, without an overwhelming coffee flavor that allows the brown ale and a hint of Cascade and Calypso hops to shine through. ABV: 7% Packages: Bottles and draught Availability: August

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: Bottles, cans and draught 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

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: Bottles and draught 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: Bottles only Availability: Now!

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

Rodenbach Alexander – Limited Edition Sour SeriesRodenback Alexander is a sour ale brewed with fruit. The natural flavor and taste of sour cherries makes a perfect match between the sour beer and the red fruit that is not overly sweet. In addition to woodiness, the nuts in the cherry pits lend a slightly almond flavor. It finishes with a desirable and lasting aftertaste just like a good Burgundy wine. ABV: 5.6% Package: Bottles only Availability: Limited quantities in September

SeasonalSELECTIONS

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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: Bottles and draught 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: Bottles only Availability: August

Abita OctoberfestComing back for the third year is Abita’s classic, German-style Octoberfest. This full-bodied, malty lager has a rich copper color and is hopped and dry-hopped with German Hallertau hops, which gives the brew a spicy hop aroma that is just right for the season. ABV: 5.4% Packages: Bottles and limited draught Availability: September

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: Bottles and draught Availability: Bottles in August (draught available year-round)

Lagunitas Stoopid WitThis Belgian-ish, Wit-ly-esque-ish-ness brew features a dry twang of hoppy bitterness. ABV: 6% Packages: Bottles and draught Availability: August

Lagunitas Wilco Tango FoxtrotRich, smooth, dangerous and chocolatey, WTF is a big ol’

hoppy Imperial brown ale. ABV: 7.8% Packages: Bottles and draught Availability: Now!

Lagunitas Brown Shugga’Originally a failed attempt at

a batch of Olde Gnarlywine Ale, Brown Shugga’ is a dangerously slammable brew. Brown Shugga’... How come you taste so good? ABV: 9.9% Packages: Bottles and draught Availability: October

Firestone Walker OaktoberfestInspired by Firestone Walker’s home town of Paso

Robles (Pass of the Oaks), Oaktoberfest is a proper German Märzen bier. Traditional imported malts mingle with subtle honey-like aromas with hints of Noble hop spice. The stars of this brew are the imported Pilsner and Vienna malts that offer malty sweetness that carry through to the end.

German Hallertau hops add rich Noble hop character to balance this exceptional Märzen. ABV: 5% Packages: Cans and draught Availability: August

SanTan Devil’s AleRated 96 points from Draft magazine, Devil’s Ale is an American Pale Ale that offers a sinfully crisp taste. Cascade, Centennial and Simcoe hops provide fiendishly aromatic pine and citrus flavors. Try it with southwestern food, salmon,

bacon and sharp cheeses. ABV: 5.5% Packages: Cans and draught

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Available Year-Round PERFECT FOR THE SEASON

Big Sky Moose DroolFrom Draft magazine: “This may be the best brown ale made in the world today”. Sure, the name is slightly revolting, but once you get past that, you are in for a treat. There is simply nothing like your first taste: This beer starts off with a hint of toffee and honey in the aroma, followed by notes of brown sugar and chocolate that blend perfectly in your mouth. Finishing this beer is a clean bitterness that leaves your tongue slightly dry, although it is never harsh. Somehow, Moose Drool presents new flavors with every sip, so be sure to savor every one, even if the well-balanced body makes it easy to down this beer quickly. ABV: 5.3% Packages: Bottles, cans and draught

Bell’s Amber AleAmber Ale deftly balances a mixture of toasted grain & light caramel notes with a range of floral, citrus and herbal

hop notes, capped by a clean bitterness. This balance of flavors makes Amber Ale quite versatile as a food pairing option, not to mention being rather tasty in its own right. Whether serving as a jumping point

to other styles or as a familiar standby, Amber Ale is central to the Bell’s portfolio. ABV: 5.8% Packages: Bottles and draught

Ballast Point Sculpin IPAA trophy beer that’s a testament to their homebrew roots, Ballast Point’s Sculpin IPA is a great example of what got them into brewing in the first place. After years of experimenting, they knew hopping an ale at five separate stages would produce something special. The result ended up being this gold-medal winning IPA, whose inspired use of hops creates hints of apricot, peach, mango and lemon flavors, but still packs a bit of a sting, just like a Sculpin fish. ABV: 7% Packages: Bottles, cans and draught

New Belgium 1554 Black Lager Shrouded in mystery and 500-year-old books, the recipe for this beer was worth the epic search. A black lager, 1554 pours bright mahogany and lifts a sturdy, tan head aloft. A long and distinguished grain-bill, boasting chocolate, black, and carapils malts, offers a dark-chocolaty aroma with coffee tones and hints of licorice. Moderation in flavor and body tips this beer to friendly, not too heavy, not too rich, but toasty and delicious. And the dry finish wipes the palate clean for the next sip. 1554 brings a satisfying sojourn to every glass. ABV: 5.6% Packages: Bottles, cans and draught

Firestone Walker Luponic Distortion No. 002 From the mind of Brewmaster Matt Brynildson comes Luponic Distortion—an ever-evolving mix of experimental hops, designed to deliver mind-blowing flavors that break the rules with each new release. The unique revolution number on the label tells you which release you have in hand. Now playing: Revolution 002, the latest release in Firestone Walker’s Luponic Distortion revolving hop series, with Brewmaster Matt Brynildson pushing a new experimental hop to the forefront. Drink it fresh, and get ready for the next. ABV: 5.9% Packages: Bottles, cans and draught

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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.

Miller High Life’s “New” LookAfter the extreme success of the Miller High Life T3 2015 Heritage packaging, the brand will replace its current packaging with a heritage inspired, equity packaging design for the remainder of 2016. The optimized heritage packaging will stand out on a crowded and noisy retail shelf & help elevate

the brand quality and heritage message. Miller High Life’s heritage packaging has created strong momentum for the brand, and a bigger investment in media (the only economy brand with national media) will continue to fuel the momentum.

Miller Lite’s Leap to LambeauMiller Lite is celebrating the 2016 pro football season by giving consumers the chance to win the trip of a lifetime. Travel to historic Lambeau Field in Green Bay, WI to see the Packers take on the Dallas Cowboys - brought to you by Miller Lite. That’s not all! Winners will first get to tour the Miller Brewing Company in Milwaukee and enjoy dinner in the brewery’s historic caves. Consumers can text-to-win August 1st through September 18th.

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.

Miller Lite Invites You To Show Your ColorsBecause sports are a part of our core consumer’s identity, Miller Lite will be the beer that enables them to Show Your Colors. The ones you never take off. Whatever team you are rooting for, you wear the team colors proudly because they’re a representation of your authentic self. And that’s what Miller Lite is all about. In 2016, Miller Lite is going to showcase the fans who give 110% and reward the fans who support their team.

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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.

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.

Keystone Light HuntingIn the fall of 2015, Keystone Light Hunting was so successful it won the MillerCoors Retail Program of the Trimester award. During this period, Keystone Light experienced a volume trend improvement of 2.2%.

In 2016, Keystone 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.

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.

Programs

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Programs

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.

The Fall Flavors of Strongbow The leaves are changing, and so are the flavors. Experience fall flavors this season with the award-winning cider brand Strongbow and their new flavor, Cherry Blossom. Made from apples and other natural ingredients, it’s a sensuous blend of cherry blossom and red fruit aromas with a subtle sweetness and ripe apple finish. Plus, with four delicious flavor options to choose from, Strongbow invites consumers to take their quiz at Strongbow.com to find out which flavor fits each fan.

Heineken MLS SoccerThe beer enjoyed in 192 countries and the world’s most popular sport have come together in a multi-year partnership that was meant to be. In 2015, Heineken became the Official Beer of Major League Soccer, setting goals waiting to be scored. In 2016, fans had a chance to win a prize every minute of every match with the “Never Miss a Minute” program. With digital media spends, TVC support, and Rivalry Week prize overlays, Heineken and MLS will be a strong force for years to come.

Hacker-Pschorr Checkout 51Arizona residents can enjoy great savings on Hacker-Pschorr this season! From August through October, consumers can save up to $8 on a case of any Hacker-Pschorr Product, including Original Oktoberfest. Just download the free Checkout 51 app for iPhone or Android devices to start saving!

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ProgramsWhere There’s Smoke There’s ShinerIs there anything better than meat and beer? Of course not. And no serving of BBQ is complete without an ice-cold Shiner beer. To celebrate this Texas tradition, Shiner has partnered with Texas Original Pits again this year to offer consumers a chance to win their very own Shiner-branded smoker! Handmade in Houston, these top quality, firebox-equipped smokers are some of the best in the business – guaranteed to last a lifetime and perfect for both grilling and smoking. The 2016 Shiner Smoker Sweepstakes will run from August through October and five lucky grand prize winners will be announced on November 1st. Enter to win at shiner.com. Chow down and drink up with Shiner!

New Belgium’s Tempe Tour De Fat Featuring Dr. DogOn Saturday, October 1st, Tempe Beach Park plays host to one of the biggest cycling events in the valley. New Belgium Brewing brings Tour de Fat to Tempe Beach Park the first weekend in October every year. The Parade is from 11am to Noon, and the bike games, bands, shows and beer goes from Noon-5pm. Don’t miss it!

This year New Belgium is very excited to announce that Dr. Dog will be the featured performer! In order to maintain crowd size and the intimacy of a Tour de Fat experience, organizers are moving to a $10 ticketed event for the show. It’s still a smokin’ deal for a full day of Tour de Fat fun and a concert in the park. All proceeds of beer sales will benefit local bicycling charities.

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

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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 glatella@sju.edu or 610-660-2254.

Around noon local time on Saturday September 17th, the Lord Mayor of Munich swung a mallet and drove the tap in to the first beer of the

2016 Oktoberfest. Held annually since 1810, with only a few of cancellations for wars with Napoleon and the rest of the world, Oktoberfest is perhaps the oldest and best known of all beer events. The Oktoberfest typically lasts sixteen days and ends in early October.

The very first Oktoberfest was held to celebrate the marriage of Crown Prince Ludwig and Princess Therese. There was a massive party, horse races and general frivolity. The party continued to be held every year to celebrate the anniversary of then King Ludwig I. In 1816 carnival booths were added, years later a parade was thrown in and Oktoberfest started to look a lot like we know it today. In 1950 the gala opening ceremonies were instituted and by 1960, Oktoberfest had become a world-wide event. As immigrants from Germany came to North America, smaller Oktoberfests sprouted up in their communities.

Held in Theresienwiese, or Therese’s Meadow, and known locally as Wiesn, the Oktoberfest is a series of tents and carnival rides and games laid out like a small city. The event is limited to Munich based breweries so you won’t see the variety of styles that Germany is known for. But that’s okay since there is still plenty to do and see. And, don’t forget the food. Sausages, or wurst, are one of the favored foods, since it is easiest to consume while holding a stein of beer in one hand, but that’s not all you will see.

The Oktoberfest has plenty to do and see, but as far as we are concerned, it’s about the beer. Each Munich brewery has its own tent and each tent attracts a different crowd. Famous German restaurateur Michael Kaefer has his own tent which is small and cozy and serves Paulaner beer. These all combine to make it the number one spot at the festival to spot celebrities. One of the biggest tents is the Pschorr-Bräurosl. This tent has been run by the same family for seven generations and is one of the best places to hear traditional Bavarian music. The beer served here is from Hacker-Pschorr.

What kind of beer is served at the festival? Typically we know

Oktoberfest beers as the malty Marzen styles, usually copper in color and showing very little hop presence. And while this is somewhat true, there is some variety. Paulaner makes a beer they call Wiesn which is paler in color and is the only beer they serve at the Oktoberfest. It is available in limited quantities in the United States and typically only in the fall.

All beers must be brewed in Munich and all adhere to the Reinheitsgebot, sometimes known as the German Beer Purity law (although it really had nothing to do with beer purity). This law, written in 1516, allowed for only Barley, Water and Hops as ingredients for beer. No wheat or rye was permitted. This was done to ensure plenty of wheat and rye grains were available for bakers to produce reasonably priced bread without having to engage in competitive pricing with breweries. It was only later that yeast was added.

If you can’t make it to the 2016 Oktoberfest, enjoy some of the fine German beers available here and start planning your trip for next year. If you are going to attend one of the many local celebrations, make sure they feature some of the outstanding Bavarian beers.

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The BeerGUYOktoberfestBy Chuck Knoll

If you haven’t heard, you’re a little late to the tailgate. Dos Equis, the Official Beer Sponsor of the College Football Playoff, wants their fans to achieve game day greatness by giving them a chance to win a VIP experience at the College Football Playoff National Championship, along with other weekly prizes. Fans can enter the sweepstakes and enhance every game day experience this season with Dos Equis.

2104 S. Euclid Ave.Tucson, AZ 85713

Coors Light – Official Corporate Sponsor of Arizona AthleticsMillerCoors is proud to announce a new alliance with The University of Arizona Athletics. Coors Light will be the lead brand in this partnership, with Arizona-themed point of sale and increased local media support. We’ll kick things off with Arizona Football before heading into Arizona Basketball programming. Talk to your Route Manager about cross-promotional opportunities in your account today. Bear Down!