HEALTHY-ISH, FUN AND FLAVORFUL - Amoskeag Beverages · 2 HeadyTimes v.18 BrewerHIGHLIGHT Bill...

Retail Edge Seasonals The Beer Guy New Products ProgramsB I LL CHERRY OF SWITCHBACK BREWING CO. | HOL IDAY SELECT IONS | BEER MAKES THE BEST G I F T

SPARKLING HARD SELTZERSHEALTHY-ISH, FUN AND FLAVORFUL

Holiday 2016 | V.18 AMOSKEAG BEVERAGES

WHEN THE WEATHER TURNS COLD AND THE SNOW BEGINS TO fall, New Hampshire has plenty of outdoor activities to keep you active all winter and we are lucky to have some amazing mountains

right in our backyard.

We could spend all day talking about how awesome the skiing and snowboarding is in New Hampshire. We could name-drop and remind you that America’s most accomplished alpine skier of all time, Bode Miller, grew up tearing up the slopes on Cannon Mt. We could share stories of kids who’ve fallen in love with skiing on a Loon Mt., Waterville or Cranmore family vacation, of disabled skiers who realize their dreams at Mount Sunapee, home base for the New England Handicapped Sports Association. We’d love to tell you about the eye-popping views from the summit of Wildcat Mt., Black Mt. and Bretton Woods and the hundreds of school kids who learn to ski at Pats Peak, Crotched Mt, Ragged, Gunstock and McIntyre. You can find fun trails at King Pine, Granite Gorge and Whaleback that are sure to please.

With all our amazing skiing and boarding options and after you’ve hit the slopes and taken the last run of the day, it’s time to unwind. New Hampshire is known to serve up some seriously excellent options for après-ski fun and fare. Whether it’s dancing in your ski boots listening to live music with a cold beer or sipping hot chocolate fireside, there’s something for everyone. So, enjoy responsibly and get out and have some fun this winter on New Hampshire’s own mountains.

Lastly, we’d like to thank all our customers and suppliers for making our business possible. We send our best to you and yours this holiday season. We hope you have a happy and healthy 2017.

In This ISSUE

Cover Story ��1

Brewer Highlight ��2

JM North of the Border Food Mart ��3

Pats Peak & Sled Pub ��4

New Products ��5

Seasonal Selections ��6

Programs �� 13

Retail Edge �� 16

The Beer Guy �� 17

Letter toTHE TRADE

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

Ed Murphy Tom Bullock VP/General Manager President

CoverSTORY

www.amoskeagbeverages.com HeadyTimes v.18 1

CASEY O’NEILL WAS IN A QUANDARY. EVERY WEEK, AFTER A grueling CrossFit session, she and her workout friends would gather in her Boston apartment for drinks. Often, she couldn’t

decide what to serve. Cocktails are too caloric, beer too bloating and wine has more alcohol than she cares to consume. Then she had an idea: seltzer with a kick. Her guests loved it.

O’Neill, who happens to work for The Boston Beer Co. – makers of Samuel Adams, shared the story behind the seltzer concoction with her employers. Intrigued by the concept of a light, refreshing alcoholic beverage that appeals to adults concerned about sugar and calories, Boston Beer gave O’Neill the green light to develop Truly Spiked & Sparkling seltzer.

Truly Spiked & Sparkling hit the market in the spring of 2016 and it’s been a huge success. Ed Murphy, VP/General Manager for Amoskeag Beverages explains why he thinks the product has been so well-received. “Based on the growth we’ve seen in the non-alcoholic bottled water and bottled seltzer category, it makes perfect sense for their alcohol-infused counterparts to be so well received.” Offering carbonated, fruit-flavored seltzer spiked with alcohol was the natural extension to that trend. Murphy adds, “These are a perfect choice for everyone today who is looking for a healthier lifestyle.”

White Claw Hard Seltzer and Smirnoff Spiked Sparkling Seltzer are two other successful, high-quality spiked seltzers. They too are valued by consumers who care about what they put in their bodies. But healthy ingredients are only one part of the equation. Today’s drinkers refuse to sacrifice great taste. Why not have it all? Phil Rosse, Vice President of Mark Anthony Brands – makers of White Claw, explains why his product tastes so good. “White Claw’s superior flavor is due in part to a unique process that produces an alcohol base so pure that 7 out of 10 consumers prefer it to Grey Goose. All off flavors, colors and aromas from the alcohol are entirely removed so the result is a pure, crisp and refreshing hard seltzer with just a hint of natural fruit flavor.”

Another reason why these new beverages have been so successful is that these sophisticated hard seltzers appeal to men and women drinkers spanning all generations. And spiked, sparkling waters have created a lot of buzz. Hard seltzer is for anyone looking for a low ABV option. Most hard seltzers have less alcohol than light beer.

Gluten-free with few calories and barely any sugar, hard seltzer is the perfect drink of choice for fitness conscious drinkers or anyone else looking for a “healthy-ish” happy hour drink.

Looking for Healthy-ish Fun and Flavor, Consumers Turn to Low-alcohol Sparkling SeltzersSmirnoff Spiked Sparkling Seltzer, Truly Spiked & Sparkling and White Claw Hard Seltzer satisfy consumer demand for a sophisticated, healthier & refreshing alternative to light beer, FMBs, wine and spirits.

Truly Moscow Mule

Adding a dash of ginger beer to Truly Colima Lime instantly creates a sessionable version of a Moscow Mule.

Ingredients:

6 oz. Truly Colima Lime

1 oz. vodka

1 oz. ginger beer

Combine vodka and ginger beer in a pint glass. Add ice and top off with Truly Colima Lime. Garnish with a slice of lime.

Truly Spiked and SparklingAvailable in Colima Lime, Grapefruit & Pomelo, Pomegranate and Blood Orange, the best-selling hard seltzer offers sophisticated flavors with only 100 calories,

5% ABV and 2 grams of sugar. It is gluten-free and contains no artificial

sweeteners.

White Claw Hard Seltzer

Available in Natural Lime, Ruby Grapefruit and Black Cherry, this premium, gluten-free product is

made with a touch of natural cane sugar, natural flavors and real juice.

It has 110 calories and 5% ABV.

Smirnoff Spiked Sparkling Seltzer

Available in Orange Mango, Cranberry Lime and Watermelon, this product’s crisp, refreshing taste is infused with natural fruit essence, purified water and no added sugar. It’s only 90 calories per can and 4.5% ABV.

HeadyTimes v.18 www.amoskeagbeverages.com 2

BrewerHIGHLIGHTBill Cherry Switchback Brewing Co.

BURLINGTON VERMONT IS A VIBRANT, ENTREPRENEURIAL AND historic, yet innovative small city. It’s a place that has kept its charm while also being positively edgy. This is where you’ll find

Switckback Brewing Co., a locally owned and operated brewery which opened in 2002 and is home to the ever popular Switchback Ale. All Switchback beers are carbonated during fermentation by the yeast itself, resulting in a 100% naturally conditioned beer. After aging, they simply move the beer to the keg or bottle, leaving it unfiltered for the freshest, fullest, most natural flavor possible. Heady Times got a chance to ask owner and Brewmaster, Bill Cherry a few questions…

HT: Burlington is a college town, where did you go to school?

BC: I have a B.S. in Microbiology from Ohio State University and a M.S. in Brewing from U.C. Davis.

HT: What where your favorite and least favorite classes?

BC: My favorite classes had labs where I could experiment with real results. My least favorite class was public speaking. It has proven incredibly valuable in my career, but I am deathly afraid of speaking in front of groups of people!

HT: Are you a Vermont native?

BC: I was born in Grand Rapids, Michigan. I grew up in the Midwest, living in Michigan, Ohio, Iowa and Illinois. It was farm country and I find Vermont to have a feel that I can relate to because of the strong attachment to the land. Just prior to moving to Vermont, I was in Kansas City as Head Brewer for Boulevard. I was the guy who worked on Boulevard’s unfiltered wheat beer, and with Switchback we don’t even own a filter. Coincidence?

HT: How did you get into the beer biz?

BC: When it occurred to me that I could use my Microbiology degree to work in a brewery, I never looked back. My first job out of college was in a bologna factory in QA. Every year I would send out resumes to breweries. Ultimately, the head of R&D for Coors was nice enough to respond to my letter with advice on how to get my brewing specific education. I love brewing because it is manipulating completely natural processes to produce an outcome for our own purposes. In many ways, trying to control the uncontrollable, makes the art of brewing, terribly complex and never even remotely boring.

HT: How’d you come up with the name Switchback?

BC: This can be a long story, but in essence I thought of the word Switchback while visualizing some of the activities I participate in, in Vermont. This particular one was a bicycle race that ends with a mountain climb up 20% switchbacks. Almost immediately I conceived the idea of everyone’s “switchbacks” in life, or looking for our path.

HT: What’s on the horizon for Switchback?

BC: 2017 is going to be an exciting year for Switchback. We are doubling down on our lager program. We will be producing Citra-Pils as a year-round lager to join our Ale as the only beers we make continuously. We

have never been able to come close to satisfying demand for Citra-Pils in the past, so this is an exciting challenge, considering the long aging time. I think it will be very poetic to have an ale and a lager as our two main beers.

HT: Lastly, what do you want the readers to know about Switckback?

BC: Switchback is owned by a Brewmaster, so we sometimes do things a little differently. I made a decision that if I was going to suffer through the pains of ownership, I would reward myself by doing it my way. We follow our own path, and always fall back on our founding principles when making decisions: What’s best for the beer? What’s best for the employees?


JM North of the Border Food Mart

LOCATED ON THE SHORES OF LAKE MONOMONAC AND LITERALLY a stone’s throw away from the Massachusetts state line on Route 202 in Rindge, you’ll find JM North of the Border Food Mart.

More than just your average convenient store, North of the Border opened in 2004 after owners Ali, Jamal and Ahmad Mortada completely rebuilt on the existing location. The three brothers saw the potential and transformed this former marina into a destination. “Our customers come from all over the region to grab their beer and food as well as to launch their boats, “says Jamal.

Speaking of beer…North of the Border’s beer selection is tops. The open and and shoppable store has loads of cooler doors with domestics, imports and craft singles and 6-packs. Their huge beer cave stocks cases of 18 & 30 packs as well as bottle cases at low prices that seem to just fly out the door. Heady Times visited North of the Border on a Friday morning and the store was abuzz with customers stocking up for the weekend on Coors Light 30 packs as well as other beer specials. “We take advantage of buying in when the beer is on deal so we can pass along the low prices to our customers,” says Jamal. The brothers are happy to carry your purchases to your car as well, talk about customer service! “We are all about service and making sure our customers’ needs are taken care of – we do everything we can to make sure our customers are happy and come back, says Ali. The brothers have a friendly open relationship with their customers and will do whatever it takes to stock the items they want. “If you are looking for a certain beer and it’s available in NH, we’ll call our suppliers get in in for you,” says Jamal.

Even though the beer selection is a big draw to North of the Border, it’s not the only thing bringing in people to the store. They sell cigarettes, lottery tickets, wine and grocery store items. In the summer their restaurant is open for business making delicious subs, pizza, seafood and other homemade specialty items. North of the Border has a patio with outdoor seating offering picturesque views of the lake.

Opening a new business requires lots of patience. You have to be ready to work long hours and the Mortada brothers do just that. They work around the clock to keep this store as well as their other two properties, West of the Border and Home Town Irving, open 7 days a week from 6 am to 10 pm.

The Mortada brothers pride themselves on excellent service and competitive prices. JM North of the Border is a family run convenient store, beer, wine and cigarette stop all rolled in to one!

Off-PremiseSPOTLIGHT

Owners of JM North of the Border Food Mart, Ali (left) and Jamal Mortada (Ahmad Mortada not pictured)

Pats Peak & Sled Pub

PATS PEAK IN HENNIKER IS ONE OF SOUTHERN NEW HAMPSHIRE’S most popular ski areas and has been around since 1963. Heady Times sat down with Jim Wall, Director of Services for a behind-

the-scenes look at how this NH landmark is run. “I’m going into my 19th season at Pats Peak and looking forward to another fantastic winter,” says Wall. While many ski areas have come and gone over the years, Pats Peak has been able to grow and improve its facilities and infrastructure, attributing much of its success to a business model that avoids debt whenever possible.

This top-notch, family-built and owned ski resort with an old-time Tyrolean vibe, offers a variety of trails for all abilities, plus terrain parks, snow tubing and 100% snowmaking coverage. “Making sure we have the best snow coverage possible for our guests is paramount,” says Wall. They’ve invested in one of the best snowmaking machines on the East Coast, so when Mother Nature doesn’t cooperate (like last winter), Pats Peak provides the snow that their skiers and boarders need, guaranteeing above average conditions for the entire season

Because Pats Peak has trails at every level, it’s one of the state’s most accessible learn-to-ski and snowboard mountains, with three separate beginner areas and a USSA-sanctioned alpine race program. They also have an incredibly popular corporate ski race league with teams from businesses across the region.

The mountain is open seven days a week and offers night skiing, so there is no need to stop shredding when the sun goes down. And when night falls, the Sled Pub is the place to be. A popular après haunt, the Sled Pub welcomes mountain guests and locals alike to enjoy the fun. The atmosphere is friendly, laid back and spirited, especially on Acoustic Friday nights and Saturday nights when popular bands come to jam. The Sled Pub offers 12 draught lines, pouring beers to satisfy every drinker. Coors Light, Harpoon IPA and Smuttynose Finestkind IPA are among the favorites. And patrons can’t resist nibbling on the warm, buttery popcorn which is popped in an old-fashion popcorn maker. For those looking for some hearty bites, their classically trained chef whips up many delicious options. “Our food is as good as any restaurant around and we offer something for everyone. The Sled Pub is a destination even if you don’t ski,” says Wall. Food and Beverage Director Guy Pelletier, Wall and

HeadyTimes v.18 www.amoskeagbeverages.com 4

On-PremiseSPOTLIGHT

Director of Services for Pats Peak & Sled Pub, Jim Wall

the kitchen and pub staff have increased volume dramatically at the Sled Pub over the years.

In the off season, things don’t slow down much. One of the area’s largest wedding venues and function facilities, scenic Pats Peak hosts reunions, showers, business meetings and other events throughout the year.

At Pats Peak, it’s all about service, on and off the slopes. Whether it be the free WiFi, talented ski instructors, a knowledgeable rental shop staff, the caring childcare employees or the friendly servers at the pub… Pats Peak is a cut above the rest.

5www.amoskeagbeverages.com HeadyTimes v.18

NewPRODUCTSTwo Roads Pachamama PorterPachamama Porter is Two Roads’ second collaboration with Evil Twin Brewing. The team made the trek to Peru to brew a test batch at Cerveceria Barbarian in the capitol city of Lima. They paid homage to Incan heritage by using three of their native staple foods in this brew: sweet potatoes, purple mais and Aji Panca chili peppers. Pachamama is a goddess revered by the indigenous people of the Andes. She is known as the earth mother in Inca mythology. Given that the main ingredients of their porter come from the rich Peruvian soil, Two Roads thought Pachamama fit this product beautifully. ABV: 6.5% Package: 16 oz. cans only Availability: October

Two Roads Bog WildTwo Roads’ newest beer in the “Road Less Traveled” series is a cranberry sour. Using mixed fermentation plus Early Black cranberry varieties harvested in New England, makes Bog Wild perfect for the holiday table. The tartness of the ripe

cranberries complements the wild ale’s sourness and makes for a highly refreshing and crimson colored beer. ABV: 6.5% Package: 750 ml bottles only Availability: November

Great North Aleworks Tie Dyed AleTie Dyed is a sessionable pale ale that’s aromatic and refreshing. Brewed with Citra, Amarillo and Cascade hops, this lively beer is light, crisp and packed with flavor. Tie Dyed started as GNA’s summer seasonal. They wanted a beer that had great hop aroma and flavor, but was smoother and easier drinking. It was an instant hit, so they decided to make it available year-round! ABV: 5.4% Packages: 12 oz. cans and draught Availability: Now, year-round

Smirnoff Spiked Sparkling SeltzersNew Smirnoff Spiked Sparkling Seltzers are a delicious blend of crisp, refreshing taste and bubbly carbonation. Available in Watermelon, Cranberry Lime and Orange Mango flavors, these spiked seltzers are infused with natural fruit essence, purified water and no added sugar or sweeteners for a sophisticated adult beverage with only 90 calories per 12 oz. can.

Smirnoff Cranberry Lime Spiked Sparkling SeltzerSweet and tart cranberry notes mix with an authentic squeeze of fresh lime in this sparkling seltzer. ABV: 4.5% Package: 12 oz. slim cans only Availability: Now, year-round

Smirnoff Watermelon Spiked Sparkling SeltzerThis hard seltzer has an authentic, ripe watermelon profile with sweet, juicy, red notes in the background. ABV: 4.5% Package: 12 oz. slim cans only Availability: Now, year-round

Smirnoff Orange Mango Spiked Sparkling Seltzer

Ripe, aromatic mango notes meld with a pleasant twist of orange in the background of this citrusy spiked seltzer. ABV: 4.5% Package: 12 oz. slim cans only Availability: Now, year-round

Smirnoff Spiked Sparkling Variety Pack

Enjoy all three Smirnoff Spiked Sparkling Seltzers – Cranberry Lime, Watermelon and Orange Mango – in one convenient mix pack! Availability: Now, year-round

Shiner Homespun Cream AleCream Ale is inspired by classic American recipes, and is homespun in Shiner, Texas.

It’s brewed with an extra helping of specialty wheat malt to give it a velvety smooth, creamy mouth feel. Pale gold in color, Homespun is a sessionable go-to brew with a crisp, refreshing finish. ABV: 5% Packages: 12 oz. bottles and draught Availability: Year-round beginning in late October

SeasonalSELECTIONS

HeadyTimes v.18 www.amoskeagbeverages.com6

When Demand Exceeds SupplyMany of our craft seasonal and specialty releases are available in limited quantities. Breweries only produce a certain amount of their specialty beers and Amoskeag does all they can to get as much product as possible. In addition, this magazine is compiled months prior to the decision made by the brewery to allocate their products to the wholesaler. Variations in production for some of these limited release offerings will fluctuate, resulting in lower quantities than anticipated. If you are interested in something you see in this publication and it is out of stock when you place your order, please contact your Amoskeag Beverages sales representative to discuss a similar product.

Miller Lite Original Steinie BottleThe brand that launched the light beer category is going back to its roots, again. Miller Lite will be available in the Original Steinie bottle for a limited time only during the holiday season. Miller Lite is excited to bring back the Original Steinie bottle, first launched back in 1975. The 12-ounce ‘Steinie’ bottle will connect generations of beer drinkers as friends and family gather to enjoy Miller Lite the same way it was served 40 years ago. Miller Lite has won eight medals at the annual Great American Beer Festival and biennial World Beer Cup competitions, including six gold medals. ABV: 4.2% Package: 12 oz. bottles only Availability: October

Blue Moon Cappuccino Oatmeal Stout

Cappuccino Oatmeal Stout is aged with decaf coffee and cocoa powder. The fresh-roasted coffee notes are balanced by the addition of Belgian dark candy sugar for a subtle sweetness. Oats and rice give this seasonal stout a nice coffee-with-cream appearance and taste. Try it with corned beef, barbecued ribs, chocolate truffles or coffee cake. ABV: 5.9% Packages: 12 oz. bottles (also available in the Blue Moon Winter Brewmaster Sampler) Availability: November

Jolly Traveler Winter ShandyJolly Traveler is a cheerful winter beer inspired by the senses of the season. A wheat beer made with real orange, pomegranate and holiday spices, this Traveler is a refreshing libation for the season of festivity. Jolly, merry and bright. ABV: 4.4% Packages: 12 oz. bottles and draught Availability: November

Samuel Adams Winter LagerSam Adams Winter Lager is a spiced wheat bock brewed with fresh ground cinnamon, ginger and orange peel. The Samuel Adams brewers searched the world for Winter Lager’s spices, trying dozens of cinnamons before landing on a blend from Southeast Asia. Unlike the more common varieties, this blend contains Indonesian and Vietnamese cinnamons, which offer just the right warming spice to complement the beer without overpowering it. Winter Lager is brewed with five malts, balanced by Hallertau Mittelfreuh and Spalt Spalter Noble Hops. Its deep, smooth flavor and malty finish make this beer ideal for enjoying on cold winter nights. ABV: 5.6% Packages: 12 oz. bottles, 12 oz. cans and draught as well as in the Winter Classics Variety Pack Availability: November

Samuel Adams White ChristmasWhite Christmas is a refreshing, unfiltered white ale brewed with cinnamon, nutmeg and orange peel to create a distinct spicy and citrusy character. Wheat, German pilsner malts and Sam Adam’s 2-row pale malt create a medium-bodied brew with slight sweetness and crisp cereal notes that is balanced by subtle,

citrusy notes from Spalt Spalter Noble hops. ABV: 5.8% Package: 12 oz. bottles only Availability: November

Samuel Adams Winter Classics Variety Pack The Winter Classics Variety Pack delivers on holiday flavors to complement many different holiday activities. Included in the wintry mix are: Boston Lager, a perfectly balanced, complex and full-bodied brew; Winter Lager, a bold, rich lager with a touch of holiday spice; Old Fezziwig, a full-bodied brown ale made with a blend of traditional “wassail” spices; Ginger Beer, a crisp beer that emits subtle hints of citrus with a lingering ginger note and slight spiciness; Hopflake White IPA, a medium-bodied wheat IPA with delicate notes of honey and sweet lemon that complement a bold citrus profile and Chocolate Bock, a smooth, rich, dark beer with a robust flavor and creamy texture of chocolate. Availability: November

SeasonalSELECTIONS


Woodstock Inn Frosty Goggles Sh-Red Pale AleFrosty Goggles Sh-Red Pale Ale offers the smoothness of an amber ale with hoppy notes carved in. Perfect after a long

day on the mountain carving turns, this

beer is guaranteed to warm you up! ABV: 5% Packages: 12 oz. cans and draught Availability: November

Harpoon Winter WarmerA touch of cinnamon and nutmeg give this full-bodied ale its festive flavor. Fitting for a season steeped in tradition, this classic winter ale is ready for revelry – especially now in its new duds. ABV: 5.9% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: November

Harpoon ’Tis the Seasonal Winter Mix Pack

This holiday party in a box contains four Harpoon favorites: IPA, Sweet Spot, Winter Warmer (with a new look!) and Vanilla Bean Porter. Winter just got a little warmer! Availability: November

UFO Winter BlondeWhether skiing the snowy trails or enjoying a jovial game night, there’s nothing like capping off every winter adventure with UFO Winter Blonde, a delightfully refreshing unfiltered wheat beer with a touch of vanilla sweetness and a subtle coffee aroma. ABV: 4.9% Packages: 12 oz. bottles and draught Availability: November

UFO Holiday Voyager Variety Pack

Adventure through the wonders of winter with the UFO Holiday Voyager. This celebratory exploration includes: UFO White, UFO Hefeweizen,

UFO R.A.Z. and UFO Winter Blonde.

Happy winter adventuring! Availability: November

Woodstock Inn Wassail AleWassail Ale is an English strong ale. It’s a big, malty, red ale with a strong malt backbone teaming with some hop assertiveness. This deliciously balanced brew is essential for those dark, cold, New Hampshire nights and holiday celebrations. ABV: 7.9% Package: 12 oz. bottles only Availability: November

Sierra Nevada Snowpack Seasonal SamplerWhen the winter winds begin to howl, hunker down with good people and great beer to ride out the storm. Snowpack makes the mercury rise with a spectrum of beer flavors from bright citrusy hops to sweet maple, rich coffee and smooth, roasted malts. Each loose-pack case contains six bottles each of Pale Ale, Coffee Stout, Cascade Single Hop IPA and Maple Scotch Ale. Availability: Late October

Sierra Nevada Celebration Ale It just wouldn’t be the holiday season without the annual release of Sierra Nevada’s legendary Celebration Ale. This holiday favorite was first introduced in the

winter of 1981, and since then, it has become a welcome addition to the holiday table. Each year, debates rage about the brewery’s choice of spices for this holiday beer. In reality, the unique spiced flavors of juniper and citrus rind come from dry-hopping with a blend of fresh,

whole-cone hops. Celebration Ale is also a versatile food beer, pairing well with many traditional holiday staples. Its full, creamy body, and clean, moderately bitter finish work well to cut through the rich flavors of turkey and sage stuffing, roasted honey ham, standing rib of beef and succulent Christmas gravy. ABV: 6.8% Packages: 12 oz. bottles and draught Availability: Late October

SeasonalSELECTIONS


Ommegang Lovely, Dark and Deep Ommegang’s winter seasonal is an oatmeal stout brewed to keep you company on a cold winter’s eve. Brewed with a rich blend of malts including chocolate malt, Midnight wheat and flaked oats. A small lactose addition adds a hint of sweetness and a smooth body. Hops are Bravo and Styrian Golding. Lovely, Dark and Deep pours a deep black with a tan, creamy mousse-like head. Aroma of roasted malt and coffee with cream, coupled with dark fruit from their house yeast. The finish is silky smooth with a medium-full body. ABV: 5.3% Packages: 12 oz. bottles and draught Availability: November

Ommegang & Urban Chestnut Collaboration 2016 Dopplebock Ale

Collaboration 2016 is one of the great joys of brewing craft beer. Sometimes collaborating is thanks to brand new relationships, but occasionally, brewers have the pleasure of reuniting with old friends. For Ommegang Brewmaster Phil Leinhart and his longtime friend Florian Kuplent, Brewmaster for Urban Chestnut, it was only a matter of time before they came together to create something totally new. Ommegang’s portion of the collaboration puts a Belgian twist on Urban Chestnut’s traditional German Doppelbock by using Ommegang’s signature Belgian house yeast for fermentation resulting in

what they call a “Doppelbock Ale”. This beer is a deep almost-burgundy amber hue with a thick, tan head with nice lacing and good head retention. Complex aromas of bittersweet cocoa intertwine with esters and spicy phenolics from the Belgian ale yeast. Bready grain character up front leads to a rich, sweet caramel malt character in the center, which finally resolves to a hint of cherry and malt sweetness on the finish. ABV: 7.5% Packages: 12 oz. bottles and draught Availability: November

Woodchuck Winter Chill The chill of winter sends some running for the mountains, while others prefer to stay cozy in the comfort of the great indoors. Whichever way you enjoy winter, this cider is built to get you through. Aged in premium French and traditional American oak, Winter Chill brings a rich depth of apple flavor with hints of vanilla and oak throughout. ABV: 5% Package: 12 oz. bottles only Availability: November

Woodchuck Gumption Late Show Cinnaster Clown Step right up! The late show is open.

Woodchuck’s mad genius Cider Makers present Cinnaster Clown, a mischievous prankster with spicy cinnamon notes and a bold finish. Step right up if you dare! ABV: 5.5% Packages: 12 oz. bottles and draught Availability: November

Mike’s Hard Chilled Cherry LemonadeMike’s Hard Chilled Cherry Lemonade jumps off the shelf with its vivid red color and slightly cloudy appearance. Like all Mike’s Hard Lemonade flavors, Chilled Cherry has a very fresh and natural aroma. In this instance it’s a sweet, cherry aroma with hints of almond and vanilla. The taste is clean, refreshing and very sessionable – not syrupy – with fresh, ripe cherry notes. ABV: 5% Package: 11.2 oz. bottles only Availability: October

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

SeasonalSELECTIONS


Magic Hat Winter Mingle Cold weather parties call for beer. Winter Mingle is finally here. A touch of vanilla oh so sweet and notes of chocolate and coffee. Ho, ho, ho! Vanilla Stout. Oh, oh, oh! Wicked good throughout. Cold weather parties, sip, sip, sip. Winter Mingle on drinkers’ lips.

Enjoy Magic Hat’s Winter Mingle… a merry mingling of malt and mirth! ABV: 5.8% Packages: 12 oz. bottles and draught Availability: November

Magic Hat Winterland Variety PakMagic Hat’s gathering of seasonal offerings helps drinkers enjoy their own Winterland Wonderland. A holiday party-to-go that’s ready whenever and wherever yule logs are lit and uncontrollable wassailing breaks out. The variety pak includes: #9 Not Quite Pale Ale, an ale whose mysterious and unusual palate will swirl across your tongue & ask more than it answers; Snow Roller Hoppy Brown Ale, when winter calls for walls of white, Snow Roller begins his work. Riding in on wicked winds, he dusts the naked trees and covers the brown barren fields that gasp a bitter breath at the touch of snow. No place is left free of flurry by his icy surf, save for those gathered together in good spirits. Bundle up and let the Snow Roller take your soul for a roll; Vinyl Amber Lager, originally brewed for spring, Vinyl would sail in on her shining wings to summon the season’s sweet green return. This Scrumptious Amber Lager features the work of renowned linoleum print artist Jim Pollock, who began his career creating concert

posters for jam bands and, in recent years, has added numerous environmental and social themes to his work and rounding out the variety pak is Winter Mingle, a stout whose malts mingle with a touch of vanilla and notes of dark chocolate. Availability: October

Magic Hat Feast of Fools Raspberry StoutIn medieval times, the celebration of darkness and light was marked with great halls filled with smoke and mirrors. Gilded goblets brimming with seasonal brews were lifted to lips speaking a language no longer known. The present connects the past through the brewer’s art and a beer of utter darkness is born – Feast of Fools Raspberry Stout. Gather thy friendly fools for a round and celebrate the oncoming darkness with sweet ale and glee. ABV: 6% Packages: 22 oz. bottles and draught Availability: November

Allagash Hibernal FluxusThe name Fluxus is Latin for continuous change and every summer, Allagash brews a different recipe under the Fluxus name. This year, for the first time ever, they’re releasing Hibernal Fluxus: a winter sibling to the Fluxus tradition.

This hearty, Belgian-style stout is brewed with Marris Otter, roasted barley, Midnight wheat, Special B, chocolate malt, oats and a healthy dose of figs. The beer is then hopped with Northern Brewer and Hallertau. Chocolate in color with a mocha foam, this ale’s aroma is a smoky mix of sugar

plums, toffee and black treacle. The taste of Hibernal Fluxus straddles the rift between roasty and sweet with notes of bitter baking chocolate, espresso,

biscuit malt and mocha – a chewy, creamy inauguration of a new tradition.

In keeping with the Allagash “Give Where You Live” initiative, a portion of the proceeds from Hibernal Fluxus will go to local groups that help ensure Maine families have enough heat through the winter. ABV: 8% Packages: 750 ml. bottles and draught Availability: November

SeasonalSELECTIONS


Shiner Holiday CheerThis holiday dunkelweizen practically unwraps itself with hints of Texas peaches and pecans. Caramelized malts give this seasonal brew a uniquely rich malt body that’s perfect for the holidays. ABV: 5.4% Packages: 12 oz. bottles and draught Availability: November

Dogfish Head Flesh & BloodAn honest to goodness IPA brewed with real citrus – lemon flesh, blood orange juice and lemon peel, Flesh & Blood is medium-bodied with balanced bitterness that is sure to please! ABV: 7.5% Packages: 12 oz. bottles and draught Availability: Mid-October

Dogfish Head Pennsylvania Tuxedo

Guinness Rye Pale AleLast December, a few brewers at The Open Gate Brewery got together and made Rye Pale Ale as a holiday 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. They’re moved production to the big brewhouse and will now share 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: Now, in limited quantities

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: Now, in limited quantities

Guinness Draught Gilroy Cans Guinness continues to spotlight their history and heritage this season with limited edition Gilroy cans. The special collectible cans celebrate the famed Guinness campaigns of the ’30s, ’40s and ’50s created by artist John Gilroy.

A spruce-infused pale ale, Pennsylvania Tuxedo pays homage to the flannel-suited hunters and gatherers who dwell deep in the backcountry of north central PA. Brewed in collaboration with family-run outdoor clothing company Woolrich, Pennsylvania Tuxedo has a grassy citrus kick complemented by the resinous conifer notes of fresh green spruce tips. A dry yet doughy malt backbone lets the hops and spruce shine, while still balancing out the bitterness, making this one an easy sipper. ABV: 8.5% Packages: 12 oz. bottles and draught Availability: November

Dogfish Head Beer for BreakfastThis stout is tricked out with all sorts of breakfast ingredients including Guatemalan Antigua cold press coffee, maple syrup harvested from Western Massachusetts and for the quintessential Delaware breakfast touch – Rapa Scrapple and their secret blend of spices. 2-row Applewood smoked barley, Kiln coffee malt, flaked oats, roasted barley and caramel malt along with additions of molasses, milk sugars (lactose), brown sugar and roasted chicory, lay the foundation for this malty, breakfast-themed concoction. Enjoy

huge notes of coffee in the nose and savory layers in

the flavor. ABV: 7.4% Packages: 12 oz. bottles and draught Availability: November

SeasonalSELECTIONS


Sebago Hop Swap Each year Sebago changes the hops in Hop Swap to showcase new and unique flavor and aroma characteristics. In this release, expect bursts of tropical fruit, ripe papaya and marmalade. Hop Swap is brewed with an ever-changing blend of hops. Enjoy the evolution…Hop Swap is Subject To Change!

ABV: 6.7% Package: 16 oz. cans only Availability: October

Sebago Barleywine AleThis barleywine ale demands your full attention. It will entice you with its rich color and stimulate your senses with its bold flavor and extraordinary aroma. Sebago’s Barleywine Ale is a blend of Old World influence and modern day ingredients. ABV: 13% Package: 12 oz. cans only Availability: November

Sebago Slick Nick Long Winter AleSlick Nick Long Winter Ale is a classic Sebago seasonal beer. The deep amber color is created by the artful use of caramel and black malts. This delicious beer

is best enjoyed during New England’s freezing winter months, so warm up with one of Maine’s best winter offerings. This robust ale is dedicated to the hearty souls who call summer the “off season”. ABV: 7.2% Packages: 12 oz. cans and draught Availability: November

Sebago Whistle Punk Double IPAWhistle Punk is as bitter as a one-armed lumberjack. Expect a huge hop punch and an aromatic blast. Knock it down fresh or give it to someone who will. Big, juicy American hops burst from this Double IPA. Whistle Punk has an abundance of tropical fruit, citrus and pine aroma from the great hop blend. ABV: 8.2% Packages: 16 oz. cans and draught Availability: December

Narragansett Autocrat Coffee Milk Stout The perfect beer for brunch, Autocrat Coffee Milk Stout is a collaboration between an iconic Rhode Island beer and the region’s most beloved coffee company, Autocrat… over 100 years of shared heritage. Dark and delicious, Autocrat coffee lends its profile to a bittersweet milk stout. Flavors of roasted barley, chocolate malt and rich crystal malt are complemented by the milk sugar, and balanced with the perfect touch of hops. Taste and enjoy for yourself. ABV: 5.3% Packages: 16 oz. cans and draught Availability: November

Two Roads Holiday AleThis year, Holiday Ale is inspired by the little known Biere de Noel style, a subset of Biere de Garde, both of which originated on small farmhouse breweries in the north of France.

Biere de Noel, which translates as “Christmas Beer,” tends to exhibit a more malty profile than a typical Biere de Garde. The malt character is accented by a mild herbal presence of

French malt and hops. ABV: 7.3% Package: 12 oz. bottles only Availability: November

Two Roads Route of All EvilRoute of All Evil is a hefty black ale with profound malt and hop complexity. Neither a stout nor a porter, this brew is full-bodied, bold and black with flavor characteristics of dark chocolate, mocha, molasses and dark fruits, balanced by piney, citrusy notes of Pacific Northwest hops. Full-bodied and uncommonly satisfying … take the road less shoveled this winter! ABV: 7.5% Packages: 12 oz. bottles and can and draught Availability: Late October

SeasonalSELECTIONS


Switchback Dooley’s Belated PorterDooley’s Belated Porter features roasted and caramelized malts, giving it a luscious malt signature

with an earthiness derived from the unconventional use of flaked

barley. Using only Simcoe hops for both bittering and aroma, highlights this hop varietal and balances the malt to create a robust, yet smooth finishing porter. The result is an eminently satisfying brew that will leave you wanting another. ABV: 5.7%

Packages: 22 oz. bottles and draught Availability: November

Moat Mountain Imperial StoutFit for royalty, Moat’s Imperial Stout pours pitch black, crowned by a prolific, creamy espresso head. The balanced, yet bold stout flavors result from a plethora of wisely selected ingredients. Notes of dark chocolate, coffee, toasted grains, dark fruit, molasses and subtle vanilla all come together

to bring about a rich mouth feel. Find this winter specialty when the days are coldest and the nights are longest. ABV: 9% Packages: 16 oz. cans and draught Availability: December

Smuttynose Single Digit Dubbel Single Digit, Smuttynose’s much beloved Belgian-style dubbel, is back with a new name, just in time for what Farmer’s Almanac says will be a beast of a winter. ABV: 7.1% Packages: 12 oz. bottles and draught Availability: November

Smuttynose Cherry Short Weisse Cherry Short Weisse is the next addition in Smuttynose’s fruited tart wheat beer series and will be available for all holiday needs. It is made with real tart cherries and mixed with hefeweizen

yeast and lactobacillus. ABV: 5.1% Packages: 12 oz. cans and draught Availability: December

Stone Coffee Milk StoutInstead of going for an Imperial, Stone Brewing Co. set out to brew a mellow java beer that would allow all of us to enjoy sip after sip, pour after pour, of a traditional, tasty English-style milk stout. The mild bitterness of the roasted coffee is balanced out brilliantly by milk sugar for a touch of sweetness and creaminess to the stout’s smooth, easy-drinking texture. ABV: 5% Packages: 12 oz. bottles and draught Availability: October

Stone XocovezaHarmoniously layered with cocoa, Mostra coffee, peppers, vanilla, cinnamon, nutmeg and milk sugar, this beer is an insanely delicious take on Mexican hot chocolate. Thanks entirely to fan demand, it has gone from being an initial, one-time offering to a yearly tradition, too special to skip. Feel free to enjoy it long into the winter months because this festive beer will age beautifully! ABV: 8.1% Packages: 12 oz. bottles and draught Availability: October

Stone Enjoy By 12.25.16 Unfiltered IPABy skipping a step and letting this devastatingly

fresh, golden-hued double IPA go unfiltered, the beer takes on a hazy appearance and its peach and tropical fruit hop aroma are intensified. Like the other IPAs in this series, this version is brewed specifically NOT to last. So rip into this one now before the Christmas celebrations wrap up. ABV: 9.4% Packages: 12 and 22 oz. bottles and draught

Availability: November

Stone Cabin Fever Mixed 2/12 PackThe arrival of cooler weather heralds when craft beer drinkers begin to find themselves hunkered down indoors with richer beers like milk stouts and porters. The new Stone Vanilla Bean Porter is packed for any such occasion alongside Coffee Milk Stout, Ruination Double IPA 2.0 and Delicious IPA in this seasonal variety pack. Availability: November

Programs


Redd’s HolidayDuring the holiday season, occasions and parties with family and friends require a variety of beverage offerings. For Redd’s, ’tis the season to Pick Different. High ABV FMBs have been growing faster than any other drink segment in convenience stores and faster than almost every segment in general.

Redd’s will feature holiday-themed POS materials for the season, including a holiday-bow pole topper. The brand is offering display instructions and guidelines featuring the holiday pole topper along with a “plus-up” option for the existing apple floor display.

Miller Lite and the Boston CelticsA renewed partnership with the green team hits retail this November as Miller Lite and the Boston Celtics work hard for ring #18 (and gold medal #6 at the world beer cup) because we both know… you gotta earn it!

Programs


Corona Feliz NavidadLast year Corona shined bright and grew four times more than key competitors during the holiday promotional period. To amplify things this year, Corona is launching a new festive look for the iconic ‘Feliz Navidad’ campaign. With fresh photography that brings the beach celebration and social nature of the holiday front and center, materials will recruit new general market and Hispanic consumers to embrace, share and celebrate the carefree spirit of the holidays. To complement the new look, Corona will have media support featuring the Corona Extra “O Tannenpalm” ad which has been airing since 1990 (26 years!). Additional dedicated support includes social media, PR, festive POS and display enhancers.

Modelo Dia de los MuertosIn 2015, the success of Modelo’s Dia de los Muertos program helped drive Modelo’s on-premise retail sales +36% versus the prior year, making it the #1 dollar share gainer in the industry during the promotional period. For 2016, Modelo is renewing its partnership with Dia de los Muertos artist Steve Simpson to create all new authentic POS elements for the on and off-premise channels such as altars, skulls and marigolds, making it a more intriguing and unique time to celebrate with Modelo Especial.

Additionally, Modelo is engaging consumers through its @ModeloUSA social and digital channels, including a nation-wide custom Snapchat lens, launching on October 28th, which will allow consumers to adorn their faces with a sugar skull and traditional elements to authentically honor the lives of those who have passed on. And on November 1st, Modelo will have a Facebook Live event on its page showcasing an ofrenda (a collection of objects placed on a ritual altar during a Dia de los Muertos celebration) coming to life for consumers nationwide to view and engage with the brand.

Modelo’s fully integrated program is proving, one activation at a time, that this brand pays tribute to an important aspect of Mexican culture like no other beer can.

Programs


UFO Winter White Out It’s always the right time for a weekend adventure and UFO White wants to give fans just that. A lucky winner and three friends will win a long weekend at Sugarbush Mountain in Warren, VT, for a ski trip in March 2017 through a text-to-win program running from mid-November through mid-January. The fun-filled weekend will include lots of UFO and skiing at some of the best mountains New England has to offer!

Harpoon Helps Spread Holiday CheerThis December, Harpoon Brewery’s community service program, Harpoon Helps, will be spreading holiday cheer throughout the East Coast with the 13th Annual Harpoon Helps Spread Holiday Cheer event. Approximately 600 volunteers (a.k.a. “Harpoon Helpers”) will adorn 42 shelters, soup kitchens, and play spaces in cities with holiday decorations: Christmas trees, lights, strands of garland, and wreaths. Harpoon Helps volunteers will decorate locations in Manchester, Boston, Philadelphia, Portland, Providence, Hartford, the Upper Valley, Worcester and Albany.

Guinness will help commemorate all of the special bonds and traditions this holiday season

by encouraging friends and family to “cheers” with an iconic Guinness-

engraved pint glass. Thematic POS for off-premise accounts who

display the Guinness portfolio, will encourage

consumers to “claim” their own etched Guinness glass via

text, which will also enter them for a chance to win a trip to Ireland! When

consumers come together to enjoy the finer things this

holiday season, enhance their celebrations with Guinness.

Guinness Half & Halfs is a program that provides tools and support to help you drive more sales and profit by giving your customers delicious and great-looking combinations. Throughout November, Guinness is encouraging bartenders and consumers to explore new possibilities by mixing Guinness with other best-selling/local brews. Tools will be available to feature custom “Half & Halfs” as specials and/or during happy hour. Digital assets will allow you to create menus, custom posters and table tents to promote your Half & Halfs. Encourage your guests to make suggestions and “co-create” with your bartenders. Create names for your favorites to make them unique to your account.

This article takes a closer look at seasonal marketing, including products, packaging, promotions and merchandising. Over the past 10 years, seasonal marketing has continued to drive incremental sales and profits for everyone in the food and beverage business.

Pumpkin has become the king of seasonal flavors. Stores are selling everything from pumpkin spice coffee creamer to pumpkin-flavored Peeps. However, we have to be careful of overkill. More and more, food companies are introducing these products earlier each year. And they continue to add new items to the mix. You can now get pumpkin beer in July! It wasn’t too long ago that actual pumpkins were sold a few weeks before Halloween. Pumpkin pies showed up for Thanksgiving and maybe Christmas, which followed the farming season for these products. Peppermint for the holidays, chocolate for Valentine’s Day, cherry pies for Washington’s Birthday, coconut for Easter, S’mores for summer barbeques etc.

Fresh fruit and vegetables used to be seasonal as well, but thanks to technology and science, we can get all kinds of fresh produce year-round.

So what does this mean for you and your business?

I do think the beer category has done a great job with seasonal and limited products. Besides the actual product, the promotions, merchandising/POS and advertising help create excitement and drive incremental

purchase, which is what we all want. Think about how you can create a “destination” by combining these programs with your own communications programs.

I would rather be a few weeks short on the “season” rather than a few weeks late. This helps stimulate the demand by keeping to the “Limited Time Offer” nature that seasonal products should present to consumers. A holiday/special event should be special.

Take a look at your sales by week for these items and make sure you are maximizing your storage space and shelf space. Set up your own seasonal calendar based on your sales. Create your own promotions. If you sell food, tie your menu to your seasonal beverages. Tie your seasonal menu items to your everyday beverages.

If you have a social media presence, use that to your advantage by creating a contest or promotion to let people know, and take advantage of, the marketing opportunities that technology presents. Partner with complementary products/services to bundle promotions.

You need to understand how your customers think about seasonal products and marketing, and how they can influence the behavior of others (what to drink, where to drink it, what day/time etc). Then, adjust your marketing and merchandising strategy based on this information.

Whether you are on-premise or off-premise, you need to make sure that you understand YOUR consumers and build your seasonal products, merchandising and marketing programs around them. It will positively impact your bottom line!

Seasonal Marketing By George Latella

George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major at Saint Joe’s, recently celebrated its 50th anniversary. Latella is also a partner in Beacon Marketing Group which provides marketing planning, research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at [email protected] or 610-660-2254.

DeliveringSERVICEKris Moulton: Route DriverHow long have you been with Amoskeag Beverages? A little over a year so far and I really love my job!

What areas do you service? Nashua, Merrimack and Manchester.

How do you provide the best service to customers? I try to have a positive attitude in everything I do each and every day. I think this helps me when I’m working with my co-workers and when I’m working in the trade with our customers.

What do you like to do when you’re not working? I like to ride my motorcycle and play video games.

Find out more about the people who work at Amoskeag Beverages


RetailEDGE


The BeerGUY

There are a million reasons why beer can be a great gift for the holidays. Okay… maybe not a million reasons, but beer as a present is truly

a great idea. Depending what the giver selects, it can be an impressive gift, a sentimental gift, a clever gift and especially, a thoughtful gift. After consulting with a few industry insiders for their opinions, I offer the following suggestions about which beers to give…

Beers that burst with holiday spirit

Some beers have a specific taste or bottle design that are intended for the holiday season. These types of beer gifts are good for just about everyone on your list. They even make great Pollyanna and Secret Santa gifts, because they are as much about the “holiday” as they are about the beer.

Selections like Two Roads Holiday Ale, Shiner Holiday Cheer, Sebago Slick Nick Long Winter Ale, Sierra Nevada Celebration and Woodstock Inn Wassail Ale fit the design element of this category. Great holiday-flavored beers like Sam Adams White Christmas and Jolly Traveler Winter Shandy are both infused with delicious hints of traditional holiday spices.

Special beers that someone is not likely to buy for themselves

Many beer drinkers either purposely – or by habit – pass over beer selections that don’t fit into their normal beer-buying routine. It may be a beer from a brewery they’re not very familiar with; beers that are large in both bottle size and alcohol volume; or maybe one that is simply out of their price range. These beers make great gifts to give… and to receive!

Belgian classics like Chimay and Rodenbach Grand Cru certainly hit the mark as high-end beers that most of our friends and family wouldn’t normally buy, but make fantastic presents. Examples of huge flavor/high ABV beers that are great for giving include any of the selections in the Smuttynose Big Beer Series or Two Roads Bog Wild Cranberry Sour, available in 750 ml bottles.

Others included in this category are many great craft beers that have been staples in the industry for a long time. They may not have the allure of newer brands, but they provide both great flavor, as well as special memories from the past. The beers of Canadian brewery, Unibroue fill that bill perfectly. Each one of their beers are finely-crafted, world-class ales that taste just as amazing now as the first sip you had years ago. When I spoke with Bernard Johnson from Unibroue, he agreed, saying consistency is their trademark. The beers they produce have lasting appeal, while other trends come and go. The brewery, Ommegang also offers wonderful holiday selections like Lovely, Dark and Deep, an oatmeal stout brewed with a rich blend of malts and flaked oats, with a small addition of lactose, for a hint of sweetness and a smooth body.

Beers that embrace the season

There are many beers that are perfect for holiday giving because they embrace the change in temperature that comes with the winter months. Beers that fit this category tend to be darker in color with higher ABVs and full of roasty flavors that keep you warm when the weather is cold. Moat Mountain Imperial Stout pours pitch black crowned by a prolific, creamy espresso head. Ommegang & Urban Chestnut Collaboration

2016 Dopplebock Ale has complex aromas of bittersweet cocoa intertwined with esters and spicy phenolics from the Belgian ale yeast. Magic Hat Feast of Fools Raspberry Stout is a rich, creamy stout that is just as tasty as it sounds.

Variety packs are also a smart way to check off multiple names on a gift list with just one case. A few winter-centric variety packs to offer your customers would include Blue Moon Winter Brewmaster Sampler, Samuel Adams Winter Classics, Sierra Nevada Snowpack, Magic Hat Winterland Variety Pak, Harpoon ‘Tis the Seasonal Winter Mix Pack, UFO Holiday Voyager and Stone Cabin Fever Mixed Pack which all showcase four or more different beers that are perfect for the season.

I hope these suggestions help you offer your customers the perfect beer gifts. The best gift of all, of course, is someone to drink it with, which is why your customers should buy beer for everyone they know and love!

A Million Reasons Why Beer Makes the Best Holiday GiftBy Steve Hawk

510 Hall StreetBow, NH 03304-3105

Dogfish Head IPAs for the HolidaysDogfish Head knows that the holidays are times of celebration – gathering family, friends and loved ones to raise a glass of the good stuff, and the DFH family of continually-hopped IPAs are the perfect complement to any holiday party.

Dogfish Head IPAs for the Holidays include:

60 Minute: A continually-hopped IPA loaded with citrusy hops, 60 Minute IPA is the session beer for hardcore enthusiasts.

90 Minute: “Perhaps the best IPA in America” according to Esquire, 90 Minute IPA has a malt backbone that stands up to the extreme hopping rate.

Burton Baton: The marriage of an imperial IPA and an English strong ale, this high-gravity hop monster is tamed by oak and vanilla undercurrents.

HEALTHY-ISH, FUN AND FLAVORFUL - Amoskeag Beverages · 2 HeadyTimes v.18 BrewerHIGHLIGHT Bill...

Documents

Transcript of HEALTHY-ISH, FUN AND FLAVORFUL - Amoskeag Beverages · 2 HeadyTimes v.18 BrewerHIGHLIGHT Bill...