Retail Edge Seasonals The Beer Guy New Products ProgramsALAN NEWMAN OF ALCHEMY & SCIENCE | SPRING SELECTIONS | SERVING DRAUGHT BEER

Spring 2014 | V.7 AMOSKEAG BEVERAGES

MEXICANBEERSARE ON FIRE

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

SUSTAINING A BUSINESS FOR MANY YEARS IS NO EASY TASK.Making sure that Amoskeag Beverages is in it for the long haul is likedriving a car in a race that has no end. To win a long race, you must

take a pit stop every now and then to refresh and refuel your car, tune yourengine and take other actions that will make you even faster, stronger andmore competitive as you move forward. That’s what we did in2013… we refreshed and refueled our growthengine to help drive superiorservice to our much-valuedcustomers. We are alwayslooking for ways to raise the barand further differentiate ourselves.This is something we like toreview each year through tradevisits and customer surveys.

We invest significantly in ourbrands, as do our suppliers, toassure that our customers arereceiving products of the bestquality. We are proud to continueselling our current selection of brands and look forward to introducing somenew and exciting items to our portfolio this year. Our sales departmentcontinues to participate in ongoing trainings and our delivery and warehouseteam uses breakthrough innovations to unleash significant productivity. Simplyput, we take actions that we believe set us up for long-term sustainable growthand superior performance. Vice President of Amoskeag Beverages, KevinEmmons says, “We strive to be a winning team, and to do this, we must allwork together – just like the Miller Lite racing team led by Brad Keselowski.We are both revving our engines, getting ready for race season!”

We appreciate your support as an Amoskeag Beverages customer and wewill continue to provide you with the excellent service you have come toexpect from us.

In ThisISSUE

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

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

Howie Glynn & Sons ............3

Penuche’s Ale House .............4

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

Seasonal Selections...............8

Programs ..........................11

Retail Edge ........................12

The Beer Guy ....................13

Letter toTHE TRADE

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

BEERS FROM MEXICO WERE THE SHINING STARS of the import beer category, which finished 2013 downless than 1%. That’s not too bad compared to recent years.

But that number would have been different had it not been for the12% rally in last year’s 4th quarter – a rally fueled almost entirelyby a spike in the sale of beers from our neighbor South of theBorder. In an environment where the success of craft beer has beenthe beer industry’s lead story, Mexican imports tell another tale.Shipments of beer from Mexico into the United States were up 4.6%at the close of 2013 and that upward trend is holding this year.

Millions have “found their beach” drinking the beer inthe clear bottle with a conspicuous wedge of limeprotruding. That beer is Corona Extra, which alongwith Corona Light, tops the list of the 25 best-sellingimports in the country. Constellation Brands BeerDivision, formerly Crown Imports, the companythat sells Corona, also imports Modelo Especial(the third best-selling import), Pacifico and NegraModelo – all in the top 25.

In fact 2013 was a record-breaking year forConstellation Brands. Sales of Corona Extraand Modelo Especial topped 100 million and50 million cases respectively and President,Bill Hackett sees plenty of room for growthin the company’s entire portfolio. “The roll-out of Corona Light draught has had ahalo effect on Corona Extra as consumersrecognize that these beers are perfect forso many different occasions.” The samecan be said for Negra Modelo, whichis also available in draught. Negra Modelois a well-balanced and flavorful Vienna-style lager. It isa little darker with an appealing bitterness, balanced by just theright amount of sweet chocolate notes in its dry finish. In Mexico it isknown as the “elite of beers”.

If you are not familiar withPacifico, this beer was firstbrought into the country bysurfers in Southern Californiawho live the “La Surfeza”lifestyle. Looking for a beer tocomplement their active lifestyle,Pacifico became their unofficialemblem. In line with the activelifestyle, Pacifico’s sponsorship ofthe Burton U.S. OpenSnowboarding Championships inVail, Colorado this year, opens upthe world of winter sports to thebrand. Pacifico will be the official beerof the competition through 2016. Theevent will feature Shaun White, MarkMcMorris and Kelly Clark, who willcompete in Halfpipe and Slopestylecompetitions. Look for Pacifico’s “OriginalExplorers” TV spot airing nationally onFoxSports2.

Mexican Beers Are On Fire

CoverSTORY

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BrewerHIGHLIGHTAlan NewmanPresident of Alchemy & Science

ALCHEMY & SCIENCE IS AN INDEPENDENT SUBSIDIARYof The Boston Beer Company – a self-proclaimed “craft beerincubator.” Headquartered in Burlington, Vermont, Alchemy &

Science has launched projects all around the country from Angel CityBrewery in Los Angeles to Coney Island Brewing Co. in New York andnow, Concrete Beach Brewery, a work-in-progress located in Miami.The Traveler Beer Company also falls under the Alchemy & Scienceumbrella. As President, Alan Newman has put his years of experienceand insight to good use alongside the company’s co-founder, StaceySteinmetz. Newman’s first foray into the beer business was in the mid-90s when he founded Magic Hat Brewing Company and hiredSteinmetz as the brewery’s first employee. Newman left Magic Hat in2010 and founded Alchemy & Science in late 2011.

Named for Newman’s fascination with the fact that making beer is acombination of math, science, and some magic, Alchemy & Science isnot an actual brewery. Newman explains, “As Jim Koch put it, thereare lots of opportunities in the craft beer world that Boston Beer just

can’t pursue because it’s not what they do. They run their businessreally well and they need to stay focused. They can’t be distracted witha bunch of experiments and take their eye off the ball, so Jimapproached me to create an independently operating, but wholly-owned business that looks for opportunities in the craft world.”

Newman prides himself on promoting the sociability of drinking andremembers, “As more people began to drink craft, the number ofbreweries increased and we got into a competition of sorts. How weirdcan you make the beer? How wacky can the story be told? How bigcan you make it? The industry has been “out-bittering” and “out-alcoholing” each other for years. As craft became more popular, thealcohol went up, the IBUs went up and it got to a point where I couldonly drink one or two in a sitting. So being a contrarian, I went in theother direction. I wanted to offer beers that promote sociability. Whenthe world is zigging, I always try to zag. I like white space rather thancluttered space.”

The Traveler Beer Co. led the charge that brought the shandy back intothe limelight and they have had much success with the style, evenintroducing seasonal shandys into the mix. “Refreshment never goes outof season,” says Newman. “The success of Jack-O Traveler (their

pumpkin shandy) taught us that we couldextend the concept into different seasons.As long as it fits the criteria of beingrefreshing and the beer is great, customerswill accept extensions.” Traveler Beer Co.has brewed shandys with strawberries,ginger and pumpkin and their newestspring release, The Illusive Traveler, is madewith grapefruit.

Newman is excited about the future ofAlchemy & Science and the sheerenthusiasm and choice people have today.“When I started in this industry there was aton of bad beer in the market and I don’tthink that exists today. I think the U.S. hasbecome the preeminent beer capital of theworld and that is something that peoplewould have laughed at if we had preachedit 10 years ago. But I don’t think anyone islaughing today.”

“I think the U.S. has become the preeminent beer capital

of the world and that is something that people would have

laughed at if we had preached it 10 years ago.”

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Howie Glynn & Sons

IT’S CERTAINLY A FAMILY AFFAIR ATHowie Glynn & Sons Convenience Store.Heady Times saw firsthand how three

generations can be a winning team and run asuccessful business. With three stores and athriving oil company, Howie Glynn Sr. is proudto have his family running this business. Theirbustling store, built in 2010 on busy Route111 in Windham, is an ideal location to fill upyour gas tank, grab a cup of coffee and pickup a six pack of beer.

Walking around the gleaming 3,000 square-foot space with Ralph Glynn (Howie’s son),it is clear that there was a conscious effortmade to enhance the shopping experienceat the store. Clear signage is seenthroughout and the wide aisles are filledwith quality products. “Since we built this store, and didn’thave to deal with an existing one, we were able to customize it,” says Glynn.

A beer cave was added when the store was first constructed andcustomers love it! “Our customers know we always have their favoritebeer, ice cold and ready for them.” It also helps optimize floor space andthe neatly stacked shelving allows the store to offer a largerselection. “We are able to present our customerswith a huge variety of beer and we pride ourselveson always being well-stocked. If you don’t have it,you can’t sell it,” says Glynn, who is also quick topoint out the great service he receives fromAmoskeag Beverages. “I know if I call my salesman,he’ll do what it takes to get my beer, so my customerswon’t leave empty handed.”

In addition to their extensive beer selection, HowieGlynn & Sons features a well-stocked coffee bar andwine rack as well as an assortment of candy and snackitems. And, busy shoppers love the convenience of thegas pumps. This is truly a one-stop shop.

With two stores in Windham and one in Salem, Glynn isvery involved in the community. Meeting the needs of theneighborhoods in which his stores reside has been a toppriority for Glynn since he first opened the store 20 years ago.Whether it’s the Boy Scouts or the local schools, the Glynnfamily is always lending a helping hand.

What sets Howie Glynn & Sons apart from the competition?It’s their reputation for providing stellar customer service andquality products. They have never lost track of their guidingprinciple – being a family-owned and operated companywhose goal is to provide the best service to their customers.In the hectic beer industry, this simple plan is sometimesoverlooked… but not at Howie Glynn’s Convenience Stores.

Off-PremiseSPOTLIGHT

Ralph Glynn with his wife, Ann-Marie (to his right)and employees, Kerri and Ashley

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Penuche’s Ale House

IF YOU ARE LOOKING TO DRESScasually, enjoy a game of darts and relaxcomfortably with your friends, while

enjoying a cold beer at a great price,Penuche’s Ale House in Keene is the place foryou. Located on the outskirts of downtownKeene on Marlboro Street, Penuche’s is a“quintessential beer joint,” according toproud owner, Todd Tousley.

Tousley grew up in Keene, attended KeeneState College and after a stent in corporateAmerica, he bought Penuche’s over 24years ago. Having worked in arearestaurants, Tousley not only knew how hewanted his bar to be run, but also whattype of atmosphere he wanted to provide.“When I traveled through Europe, I reallyenjoyed their laid-back pubs and flavorful beers,” hesaid. “When I was in college, there weren’t any casual places to go fora few beers like there were in Europe. I wanted to fill that void.”

The oldest bar in Keene, established in 1951, Penuche’s offers a richhistory of the town. The walls are full of memorabilia from Keene StateCollege, etchings of initials of students & alumni and images thatencapsulate special moments of semesterspast. “People love the history and traditionof this place,” Tousley said. “And I think it’sthe friendliest bar in town.”

It truly is a neighborhood tavern that reliesmostly on word of mouth to generate newbusiness. But in order to keep current, Tousleyhas turned to social media. “We post ournightly beer promotions and list new products.We also offer a free beer to Facebook friendson their birthday.” It’s no wonder the place ispacked every night. “We have an amazingstaff that work well together and a greatrelationship with Amoskeag Beverages.” All ofthese people contribute to the success of this nofrills neighborhood pub.

With all of the success the Keene location hashad, Tousley decided to expand the business andopened two additional locations – one in Nashuaand the other in Concord. Though each bar is alittle different, they all pour great beers like Harpoon, Sam Adams andPabst Blue Ribbon from their 13 draft lines. The ample beer selection,tasty bar fare, good prices and fun people are what keeps customersreturning to Penuche’s time and time again.

Owner of Penuche’s Ale House, Todd Tousley

On-PremiseSPOTLIGHT

Redd’s Pick Different Can and Bottle Variety PacksTo “Pick Different” has never been easier with Redd’svariety packs. Each pack contains Redd’s SignatureApple Ale, Redd’s Strawberry Ale andNEW Redd’s Hard Iced Tea. Asa limited-edition pick, Redd’sHard Iced Tea adds a newtwist to hard iced tea. It’srefreshing like an iced tea butfinishes crisp like an apple.Redd’s family tree just keepsgrowing and getting tastier!Availability: Bottles in Marchand cans in May

Twisted Pink and Strawberry Lemonades

Two new flavors have joined the TwistedLemonade lineup! Twisted Pink Lemonadeis made with real lemon juice to create afresh, lemon aroma, a natural pink colorand a taste that is sweet and citrusy.Twisted Strawberry Lemonade combinesreal fruit juice withTwisted Lemonade tocreate a light and

refreshing liquid with distinct butsubtle strawberry notes. Both end with a dry finish just like homemadelemonade. ABV: 5% Packages:12 oz. bottles and 24 oz. cansAvailability: Now, year-round

Illusive Traveler ShandyThis wheat ale is brewed with freshgrapefruit and lemon peel. IllusiveTraveler will replace Tenacious Travelerin the Traveler Beer Co. lineup.ABV: 4.5% Package: 12 oz. bottlesonly Availability: Year-round, beginningin April

Cayman Jack 8 oz. CansSame great flavor in an exciting new 8 oz. canpackage. Arguably the most refreshing margaritain the world, Cayman Jack is handcrafted andmade with 100% blue agave nectar, real canesugar and organic lime juice. Try it over ice in a salt-rimmed glass for the ultimate authenticrefreshment. These small cans will lead to big profits. ABV: 5.8% Availability: Now, year-round

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NewPRODUCTS

TGI Fridays Frozen Signature MudslideThe newest flavor to join the TGI Fridays Signaturelineup of frozen cocktails is Mudslide! Available inconvenient 10 oz. pouches, the frozen cocktailshave authentic bartender taste and are packaged inrevolutionary, non-sticky pouches. This new flavor isa winner by a mudslide! ABV: 5% Package: 10 oz.pouches only Availability: Now, year-round

Samuel Adams Rebel IPA 16 oz. Cans This refreshing, flavorful IPA has the brightcitrus & grapefruit flavors, and subtle pinenotes that drinkers love in West Coast-styleIPAs. Currently available in 12 oz. bottlesand draught, Rebel IPA 16 oz. cans will be available this spring. ABV: 6.5%Availability: Year-round, beginning in April

Smirnoff Ice Slim CansThe Originalpowerhouse flavorwithin the SmirnoffIce portfolio is nowavailable in stylish,12 oz. slim cans.These cans willexpand occasions,drive incrementalgrowth and offersolutions to differentoccasions where bottles may not be relevant. The new12-pack carrier, designed with 3x4 dimensions, ensurespack-out on shelves. Each panel of the pack containsSmirnoff branding, flavor cues and features of the newslim-line can. The new package can be displayed tocreate “retail theater” and allow dimension flexibility tofit your needs. Availability: March

Smuttynose Vunderbar PilsnerThis elegantly refreshing beer is created with Germanmalt and balanced with the spicy tang of CzechSaaz hops. It is light in color with a moderate bodyand low bitterness, offset by formidable dry-hopping. ABV: 5.1% Packages: 12 oz. bottles anddraught Availability: Year-round, beginning in April

Mike’s Hard Lemonade Gets a New Look

After 15 years of crafting amazingflavors, Mike’s is getting amakeover! The great-tasting liquidwill remain the same, but the lookwill be bolder. What’s changed? Thebottle necks are longer, “Mike-isms”have been added to the neck labelsand the body label graphics havechanged, with the lemon being more

prominent (big lemons get noticed!) The new, boldbranding will help Mike’s stand out on the shelves. Makeyour store fresher than ever with the new look of Mike’s.Availability: Now, year-round

Mike’s My Party PackMike’s newest varietypack contains updatedflavors and new, boldpackage graphics. MyParty Pack includes:Mike’s Hard Lemonade,Mike’s Hard Black CherryLemonade, Mike’s Hard Strawberry Lemonade andMike’s Hard Blood Orange. Variety is the spice of life. Let the party begin! Availability: Now, year-round

Allagash SaisonAllagash Saison is the brewery’s interpretation of aclassic Belgian farmhouse style. It is a golden-hued beer,brewed with a 2-row blend, malted rye, oats and darkBelgian candi sugar. It was hopped with Tettnang,Bravo and Cascade hops and fermented with atraditional saison yeast strain. This beer exhibits notesof spice and tropical fruit in the aroma. Citrus andpeppery spice dominate the flavor and make wayfor a pleasant malt character. This is a full-bodiedbrew with a remarkably dry finish. ABV: 6.1%Packages: 12 oz. bottles and draught Availability: Year-round, beginning in late March

Baxter Baxter TarnationCalifornia-Style Lager Brewed in the style of the “steam” beersborn in 19th-century California and stillpopular there today, Tarnation is BaxterBrewing’s first lager. American crystal maltsprovide light toast and caramel notes along

with a rich amber hue, while Munich malt suppliesTarnation’s malty structure. The complex malt notesbalance the ample bitterness of American NorthernBrewer hops, the signature hop for this style, which alsocontributes earthy aromatics with just a hint of mint. Anauthentic, San Francisco lager yeast is used to fermentthis brew, yielding a clean, crisp and satisfying beer.ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans anddraught Availability: Now, year-round

Woodstock Outdoor Series The Woodstock Inn Brewery is right smack in the middleof one of North America’s largest play grounds, theWhite Mountain National Forest. Folks can hike, bike,camp, fish, boat, swim and ski within five minutes ofbrewery. Because of this, the brewery wanted to offer aportable package that can be taken places that bottlescannot. From this idea, the Woodstock Outdoor Serieswas born – a series of Woodstock Inn brews availablein cans throughout the year.

Woodstock Inn 4000 Footer IPA4000 Footer IPA (or 4K as the locals call thisbeer) is a big American IPA that is brimmingwith four hop additions – Columbus, Amarillo,Chinook and dry-hopped with Goldings. Thisbeer has a big malt bill that balances out the

hop bitterness. Brewed as a tribute to NewHampshire’s numerous mountains that are over 4000 feettall, this beer loves to go hiking too. ABV: 6.8% Packages: 12 oz. cans in addition to 12 oz. bottles anddraught Availability: Year-round, beginning in April

Woodstock Inn Summer BrewSummer Brew is a light, pilsner-style ale that isextremely crisp, crushable and pairs perfectly withevery outdoor activity. Summer Brew is loaded with Saaz hops and pilsner malts that make this beerextremely drinkable. ABV: 3.6% Packages: 12 oz. cans inaddition to 12 oz. bottles and draught Availability: April

Moat Mountain Iron Mike Pale AleMoat Mountain Brewing Company has completed their renovation and is now brewing at their new Intervale,NH production barn brewery. After 14 years of brewing in the basement of their North Conway SmokeHouse, this expansion will allow them to better service the NH market. In addition to more draught optionsand inventory in general, Moat Mountain is in the process of rolling out a new line of 16 oz. cans. Followingthe success of their hand-canned 24 oz. BIG Can line, they have installed an automated canning system atthe new facility. First up is Iron Mike Pale Ale… Fear No Beer! ABV: 5.6% Packages: 16 oz. cans inaddition to 24 oz. cans and draught Availability: April

NewPRODUCTS

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NewPRODUCTS

Clown Shoes Muffin Top Belgian Tripel IPA Intense flavors, reminiscent of candied fruits,mixed with American hops and sweet orangepeel create this unique take on a Belgian-styleIPA. ABV: 10% Package: 22 oz. bottles onlyAvailability: Now, year-round

Clown Shoes Brown AngelDouble Brown Ale This is not your old school brown ale, but rather a sexyAmerican interpretation. Columbus and Amarillo hopscombine with multiple layers of smooth, delicious maltwith a delicate floral finish from a final layer of EastKent Goldings. ABV: 7% Package: 22 oz. bottles onlyAvailability: Now, year-round

Clown Shoes Blaecorn UnidragonRussian Imperial StoutBrewed with a monstrous amount of malt andcombined with aggressive American hops, this beeris powerful and complex and designed to age.Smokiness is subtle but present and blends nicelywith the rich, dark flavors. ABV: 12.5% Package:22 oz. bottles only Availability: Now, year-round

Clown Shoes Space Cake Double IPAWith a few brain cells remaining, the brewerymanaged to craft this double IPA, which is brewed with Centennial hops and generously dry-hopped withMosaic. If you ever find yourself being chased byalien cakes in outer space, this beer will help you pullthrough. ABV: 9% Package: 22 oz. bottles onlyAvailability: Now, year-round

Clown Shoes Chocolate Sombrero Mexican Chocolate StoutRoasted dark malts, extra chocolate malts, ancho chile,cinnamon and vanilla extract combine to create the beerversion of a Mexican hot chocolate. ABV: 9% Packages:22 oz. bottles and draught Availability: Now, year-round

Clown Shoes Undead PartyCrasher American Imperial StoutThis is the beer formerly known as Vampire Slayer, andevil forces brought about a change in the name. It stillincorporates signature dark malts, holy water andmalt, smoked locally with hickory and ash.ABV: 10% Package: 22 oz. bottles only Availability: Now, year-round

Clown Shoes Clementine White AleLight-bodied and crisp, this is a terrific white ale withplenty of zest! Hazy in appearance and healthilycarbonated, Clementine utilizes Chambly yeast toenergetically shape its wheat malt base. Incorporatedin the brewing process is clementine, sweet orangepeel, a hint of coriander, and Summit hops. This beeris dynamic and flavorful enough to satisfy discerningcraft beer palates, yet light enough to be countedamong “sessionable” beers. ABV: 6% Packages: 12 oz.bottles and draught Availability: Now, year-round

Clown Shoes Galactica Double IPAThis double IPA is dry-hopped with Galaxy hops, creatinga floral aroma of tropical fruits against a clean maltbackbone. ABV: 8% Packages: 12 oz. bottles and draught Availability: Now, Year-round

Clown Shoes Hoppy Feet Black IPA80 IBU’s of Columbus and Amarillo hops balance adark malt backbone to create a memorable tastingexperience. ABV: 7% Package: 12 oz. bottles onlyAvailability: Now, year-round

Clown Shoes Tramp Stamp Belgian IPA

Soft but complex malts, classic Belgian yeast, sweetorange peel, and a hefty dose of Columbus,Amarillo and Centennial hops combine to create abodacious Belgian-style IPA. ABV: 7% Package:12 oz. bottles only Availability: Now, year-round

Clown ShoesClown Shoes? It’s a very long story, but to condense it, a group submitted the nameto a Beer Advocate contest. Their submission didn’t crack the top 5 and it burned them up inside. So, instead, theydecided to make their own Clown Shoes beer! In no way did they expect to create a brand, they thought it would be onebatch of beer for fun, but folks are digging the brews! Clowns are questionable, but the shoes make people laugh. Theyremind us all to find humor in life. The mission of the Clown Shoes brewery is to produce beer without pretension whilebeing free and a little crazy. Clown Shoes is available nationally in 30 states, as well as internationally in Western Europeand Australia, and they’ve been brewing their beers just down the road in Ipswich, Massachusetts since December 2009.We are extremely excited to announce that their highly-regarded brews are now available in the Granite State!

Blue Moon Brewmaster’sSummer Sampler PackThis year’s Brewmaster’sSummer Sampler Packincludes the Blue Moonseasonals, Summer HoneyWheat and Agave Blonde Alein addition to the flagship,Belgian White and theirExpressionist Collection beers,Rounder Belgian-Style Pale andFarmhouse Red Saison. With five varieties in thisartfully crafted 12-pack sampler, there is a beer foreveryone. Availability: April

Blue Moon Summer Honey Wheat

Summer Honey Wheat is a wheatale crafted with clover honey and atouch of orange peel. For thiscelebrated summer seasonal,brewmaster Keith Villa tasted over20 different varieties of honeybefore he found the right one. Helanded on clover honey for itssubtle sweetness and balanced

honey aroma. The subtle flavors ofclover honey and orange peel in this

beer pair well with grilled, marinated chicken and pork.Just like their fans, Blue Moon is excited to have thisaward-winning beer back for summer. ABV: 5.2%Packages: 12 oz. bottles, 12 oz. cans and draughtAvailability: April

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SeasonalSELECTIONSWhen Demand Exceeds SupplyMany of our craft seasonal and specialty releases areavailable in limited quantities. Breweries only produce acertain amount of their specialty beers and Amoskeagdoes all they can to get as much product as possible. Inaddition, this magazine is compiled months prior to thedecision made by the brewery to allocate their productsto the wholesaler. Variations in production for some ofthese limited release offerings will fluctuate, resulting inlower quantities than anticipated. If you are interested insomething you see in this publication and it is out ofstock when you place your order, please contact yourAmoskeag Beverages sales representative to discuss asimilar product.

Coors Light Summer BrewTake “The World’s Most RefreshingBeer,” add a blend of natural citrusflavors and take refreshment to thenext level. Fresh and citrusy, thisbeer has hints of both malt and fruit.For a limited time, squeeze the mostout of your summer with a CoorsLight Summer Brew. ABV: 3.9%Package: 10 oz. cans only Availability: May

Samuel Adams Porch RockerPerfect for any summer day, SamuelAdams Porch Rocker was inspired bytraditional Bavarian Radlers that mixbeer with German-style lemonade. Fortheir bright and citrusy Radler, SamAdams blended a Helles beer withlemon for a fresh-squeezed lemontaste with effervescent sweetness anda slightly tart, refreshing finish. A lightmalt character and a hint of hopsbalance out this satisfying summerbrew. ABV: 4.5% Packages: 12 oz. bottles and 12 oz.cans Availability: May

Samuel Adams Summer AleWith its hazy golden color and bright character, thisflavorful American wheat ale sayssummer. The crisp citrus character ofNoble hops, wheat and lemon peelcombine with the subtle peppery spiceof Grains of Paradise for just the rightkick in this lively, flavorful and utterlyrefreshing brew. ABV: 5.3% Packages: 12 and 22 oz. bottles,12 oz. cans and draught Availability: Late March

Angry Orchard ElderflowerThis cider has tropical notes from theelderflower, balanced by a fresh,bright, fruity flavor, reminiscent oflychee, pears and citrus. This flowercomplements the crisp apple flavor,resulting in a balanced sweetness thatbrings the fruit and flower together.This is the perfect cider to enjoy inthe warm weather. ABV: 5%Package: 12 oz. bottles onlyAvailability: April

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SeasonalSELECTIONSUFO Big Squeeze ShandyWhen Harpoon first started thinking of aUFO summer seasonal, they hit the beachand spent days “researching” everycombination of fresh fruit juice and beerthey could think of, until they discovered acombination that made the decision easy.Sweet with a hint of tartness, this grapefruitshandy is perfect for all of your warmweather adventures. ABV: 4.5% Packages:12 oz. bottles and draught Availability:March

Harpoon Fridge Full Mix Is your fridge full ofHarpoon? The HarpoonFridge Full Mix willguarantee that you’restocked with an assortmentof beers, perfect for thespring/summer season. Themix pack includes: HarpoonIPA, Harpoon Summer Beer,UFO White and the new UFOBig Squeeze Shandy. Availability: April

Harpoon Summer Beer Summer Beer is Harpoon’s version of the traditionalGerman Kölsch-style ale. This light and refreshing beerappears to resemble a lager rather than an ale. TheKölsch style is a testimony tothe broad spectrum ofcharacteristics an ale canproduce, as well as thebrewer’s art. The body issoft and delicate with a dry,crisp finish. ABV: 4.8%Packages: 12 oz. bottles,12 oz. cans and draughtAvailability: April

Sierra Nevada SummerfestSierra Nevada’s crisp summer lager isback again in 2014. This pilsner-stylebeer is brewed in the original Czechtradition. Crisp, golden, dry andincredibly drinkable, Summerfest has adelicate and complex malt flavor and aspicy, floral hop character from the useof traditional European hops. This is theperfect warm weather beer. ABV: 5%Packages: 12 oz. bottles, 12 oz. cansand draught Availability: April

Sierra NevadaHoptimumThis May will see the 2014 release ofHoptimum, Sierra Nevada’s whole-conehurricane of hop flavor. This massive,double IPA pushes the extremes of hopflavor. It is aggressively hopped, dry-hopped AND torpedoed with exclusive

new hop varietals for ultra-intense and resinous hopflavor and aroma. ABV: 10.4% Packages: 12 oz.bottles and draught Availability: May

Sierra Nevada Southern HemisphereHarvest Fresh Hop IPABack this spring as part of SierraNevada’s expanded Harvest Series is theperennial favorite, Southern HemisphereHarvest Fresh Hop IPA. SouthernHemisphere is the southern counterpartto the popular Northern HemisphereHarvest Ale featuring fresh hops thatare picked, dried and shipped from NewZealand within seven days of the fields. This beershowcases intriguing floral and herbal flavors andaromas of New Zealand-grown Southern Cross, Pacificaand Motueka hops. ABV: 6.7% Packages: 24 oz. bottlesand draught Availability: May

Saranac 12 Beers of SummerAfter a long winter, Saranac is breaking out the most refreshing variety pack of theyear! Saranac 12 Beers of Summer is back with two brand new beers, Ginger Pale Ale and Every Day IPA. Returning to the mix pack are the seasonal favorites Kölsch,Wild Hop Pils, Jugglernaut (did someone say Pomegranate?) and Cloud Splitter. Availability: April

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SeasonalSELECTIONSNarragansett Summer Ale Narragansett Summer is a light sessionale made with 2-row pale malt andcitra hops. The malt flavor is smoothand subtle, balanced by a crisp hopbitterness. Aromas of citrus andpassion fruit are very evident, butmild on the palate. This one isperfect for warm weather drinking.ABV: 4.2 % Packages: 16 oz.cans and draught Availability:April

Otter Creek Brewmaster Mike Gerhart’s Fresh Slice White IPAFresh Slice White IPA’s spicy, esteryflavor profile of Belgian yeastmeshes with fruity American hopsand the crisp, fresh citrus ripeness ofclementines. The beer is unfilteredwith a pretty orange hue due to aheavy dose of wheat and flaked oats.They’ve tipped the scales on thisWhite IPA recipe with a dose ofcoriander and a hit of naturalclementine flavor. ABV: 5.4% Packages: 12 oz. bottles and draughtAvailability: April

Baxter Summer SwelterSummer Swelter is light and refreshing, while stillkeeping your taste buds interested. The malt basefeatures a hefty dose of wheat for a big, fluffy head anda soft, round body, yet keeps the beer drinkable evenduring the dog days of summer. The light malt characteris more than balanced by a blend of citrusy Americanhops, giving Summer Swelter a crisp bitterness withoutbeing overpowering. The hoppy citrus aromacomplements the ingredients that make this beer sounique: lemon and lime peel, Kaffir lime leaves, andlemongrass, all provide a subtle, yet unmistakable floralnose and just a touch of bracing tartness. They’ve leftthis beer unfiltered to protect the fresh citrus flavors.ABV: 4.7% Packages: 12 oz. bottles, 12 oz. cans anddraught Availability: Late April

Brooklyn Summer AleThis pale ale is brewed with premiumEnglish barley malt which gives thelight-bodied, golden beer a freshbready flavor. German andAmerican hops lend a light, crispbitterness and a citrus/floralaroma, resulting in a beer with a very sunny disposition. ABV: 5% Packages: 12 oz. cansand draught Availability: April

Woodchuck Summer Hard CiderSummer Cider is the perfect refreshmenton a warm, summer’s day. Exhibiting aslight tartness, this cider begins with afull, robust flavor followed by a rich tastereminiscent of New England blueberries.ABV: 5% Packages: 12 oz. bottles, 12 oz.cans and draught Availability: April

Smuttynose Summer Weizen AleLight and tasty, yet full of flavor, this summer seasonal isa unique mix of different beer styles. Brewed using aclassic German weizen-style malt bill, Summer Weizen islightly hopped and fermented with a Belgian Trappist-style ale yeast, resulting in a delightfully tangy and

refreshing flavor that’scomplemented by a soft, floralcharacter that comes from the

addition of whole chamomileflowers at the end of the boil.Refreshing and approachable,this beer is brewed for warmweather enjoyment!ABV: 5.3% Packages: 12 oz.bottles and draughtAvailability: May

Programs

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Corona de Mayo Summer’s First FiestaIn 2014 Corona will continue toown and celebrate Cinco deMayo. “Summer’s First Fiesta” willbe the “can’t miss party” that startsthe season of friends, food, fun,sun and cerveza. Corona Extraand Modelo Especial (combined)delivered 82% of the importgrowth during Cinco de Mayo lastyear. With Cinco falling on aMonday in 2014, on-premiseaccounts can start their Cincocelebrations sooner and have themlast longer by holding “Summer’sFirst Fiesta” kickoff events andactivities throughout the weekend.On-premise promotion ideasinclude Coronita specials, DerbyDay, Karaoke de Mayo, Taco nightand a Cinco beach party. The off-premise will be provided with high-impact, Corona de Mayo“Summer’s First Fiesta” elementsdesigned to trigger purchase.

Celebrate Cinco with Modelo EspecialThis Cinco de Mayo, Modelo Especial invites you to celebratewith friends at an authentic fiesta, rooted in the same high qualityas the liquid itself. The 2014 program includes all new POS andmerchandising materials for an even more successful year thanlast. Over the past five years, Modelo Especial has grown 21.3million cases, outpacing the industry, and continues to lead thegrowth at Cinco! Accounts will be provided with all of thetools to successfully elevate the “Real Flavor of the Fiesta”.

HarpoonFest 2014On May 16th and 17th the brewery gates will beflung wide for HarpoonFest, Harpoon’s annual summerfestival. HarpoonFest carries on the brewery’s traditionof celebrating local beer, right at the source, withfellow New Englanders. The 2014 HarpoonFest willfeature an extensive lineup of Harpoon’s Boston-brewedbeers, including the hoppy and beautifully balanced IPA,the crisp and dry Summer Beer, and the refreshing,subtly-spiced UFO White. HarpoonFest would not becomplete without a lineup of the city’s best up and comingbands. For detailed information about HarpoonFest 2014, including times, a band schedule and a beer lineup, visit the brewery’s website:harpoonbrewery.com.

Saranac Explore Your WildThis April through July, Saranac’s “Explore Your Wild” promotionwill ask off-premise consumers to send pictures (or upload them toFacebook) of themselves enjoying Saranac “in the wild” for achance to win the grand prize of an Adirondack Getaway. On-premise consumers will be asked to upload pictures of themselves“gettin’ wild” to Facebook. The most “liked” photo will receive an all accesspass to the Saranac Concert Series. Whether consumers are “in the wild” or“gettin’ wild” this summer, they’ll be exploring with some Saranac!

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RetailEDGEBuilding Your Brand Strategy

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

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

In the last article, we began the discussion offormulating your Brand Strategy with a discussionof YOUR customer.

If you are an off-premise retailer, you sell brands. Ifyou an on-premise retailer you may sell brands orcreate your own. Either way, you need to answerthe 5 W’s and H. Who, What, When, Where, Whyand How consumers buy and use beer on or off-premise. Once you identify your target customeryou need to understand how they view your brand.

Let’s begin with the “Core Values” of your brand.

• What is your business’ DNA or culture?

• What are the values that shape and form theunique entity of your organization?

The first step of branding is articulating these values sothat your stakeholders fully understand and decide if theywill buy in. The core values speak louder than anymessage.

Some potential core values are:

• Community, Innovation, Diversity, Trust, Irreverence,Teamwork, Competitiveness

• Connection, Commitment, Fun, Simplicity, TheGolden Rule, Sense of Urgency

• Safety, Integrity, Quality, Fairness, Honesty, Growth,Creativity, Nurturing

• Under promise-Over deliver, Value, Family,Entertainment, Authenticity

• Performance, Comfort, Health, Education, People,Precision, Affordability

• Knowledge, Technology, Customer Focus, Security,Reliability, Pragmatism

• Accountability, Responsiveness

Try to get 3 or 4 core values by asking and answering thefollowing questions.

• Which values are so important in your companythat if they disappeared, your company wouldcease to exist as it is?

• Which values does your company consistentlyadhere to in the face of all obstacles?

• Does the word “passionate” come to mind whenyou look at a value and apply it to your company?

• Would your customers understand why youselected these core values?

• Are these the values that you believe your companycan adhere to under stress and in the face of allobstacles?

• Then ask yourself if your business is product orpeople focused.

You also need to answer HOW you feel these valuesapply to your business. This will help guide how youposition your brand and communicate this position with thetarget market you are trying to attract.

In the next issue, we will continue this discussion and divedeeper into your brand personality.

Marketing is a race with no finish line!

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The BeerGUY

There’s no questionthat every beerestablishmentgreatly appreciatesits craft beercustomers. Theyare likely to beyour “regulars”

and most loyal patrons. But there’s ahuge challenge associated with thesecustomers, as well. They typicallyhave high expectations about thebeer they are served and they knowwhen it misses the mark. As I amclearly (and proudly) among theranks of beer drinkers who fit thiscategory, I have compiled a few tipsthat should help bartenders andservers provide the best possibleexperience for not just craft drinkers,but all of their draught beer customers.

1. Know the basics about the beeryou are serving

Given that both servers andbartenders deal directly with barpatrons, they have the responsibility tobe thoroughly knowledgeable aboutevery beer on tap. The more beervarieties that are offered and the morefrequently the draught list changes, themore difficult this task becomes. Oneway that your front line staff canbecome experts on the beers theyserve is to have them check the BJCP(Beer Judge Certification Program)style guideline for each beer. Thiscomplete and authoritative descriptionof hundreds of styles of beer providesall the information needed – fromalcohol content to flavor profile – all inone convenient source.

2. Choose the appropriate glassware

The goblet. The pint glass. The snifter.The tulip glass. And so many others.While not every bar has the completeassortment of glassware styles, there is

breweries make their own glassware,which makes selecting the correctglass simple. Otherwise, I suggestconsulting the BJCP style guideline forthis as well, or any of the largeronline beer community forums likeBeeradvocate and Ratebeer.

3. Make sure the glass is clean

This tip may seem obvious, howeverthere are some factors involved in aclean glass which may not be readilyapparent and are therefore worthnoting. While it goes without sayingthat glasses should be free ofnoticeable debris and things likelipstick, they should also be washedclean of any residue from a previousbeer and from detergents or oils usedin the cleaning process. A “dirty”glass will affect the beer in manyways. When a glass is not fullyclean, the bubbles will appear to stickto the glass. Also, an unclean glassmay inhibit the formation of the head,and thus directly affect the smell andflavor of the beer, as noted above.

5. Never use a chilled glass

This is an easy mistake to make andfairly common, but there are actuallyseveral problems associated withusing a chilled glass. First andforemost, a frozen glass produces icecrystals which can hinder foamingduring the filling process. Also, if thebeer is served at temperatures nearfreezing, it can compromise the tasteexperience because the drinker’s tastebuds are “numbed” to the flavor ofthe beer. Additionally, frost is knownto pick up unwanted flavors in boththe freezer and through the air, whichalso affects the taste of the beer.Therefore, it is always best to servebeer in room temperature or justslightly chilled glassware.

I hope you find these tips useful andthat they help you keep your customershappy, satisfied and coming back formore. On behalf of the “regulars” ofall the great beer bars in our area,thank you to the bartenders who makethe magic happen.

actually a science toselecting the rightglass and it is best touse the appropriatestyle wheneverpossible. Thereasoning behindthis is that the beerbegins to change assoon as it leaves thetap. The head that isformed acts as atrap for the volatilesin the beer whichprovide the tasteand smell. Since the shape of theglass directly affects how prominentthe head is, choosing the right glassmakes a huge difference in the overallexperience. So how does a bartenderknow which style to choose? Some

4. Don’t dip the tap faucetinto the beer

Bartenders may find thissurprising as some thinkthis step helps control“foaming,” and istherefore a good practice.The fact is, dunking thefaucet into the beer formsa coating on the faucetand creates a primebreeding ground forbacteria. An alternateway to control foam is to

open the faucet completely and let asmall splash of beer flow down thedrain before filling the glass. This stepwill eliminate any warm beer in theline, which is the factor that createsthe foam.

5 Things Every Bartender Should Know About Serving Draught BeerBy Steve Hawk

“…thank you to the bartenders who make the magic happen.”

510 Hall StreetBow, NH 03304-3105

Highland Mountain Bike ParkHighland Mountain Bike Park in Northfield is the world’s onlylift-accessed mountain, focused entirely on biking. Let’s just saythat biking is to Highland as skiing is to Vail. As a resort thatdedicates all their time and energy into providing a greatbiking experience, Highland MBP has done an awesome job of delivering on their promise. Mark Hayes bought HighlandMountain, a defunct New Hampshire ski area, in 2003… andthe rest is history! The resort boasts an extensive downhill andcross country mountain bike trail network, skill-building areas, a9,100 square-foot indoor training facility and a 50’ x 50’ “AyrBag” whose home is at the base of the world famous ClaymoreChallenge Slopestyle Course. Highland offers lessons andcamps for all abilities and is home to the Ayr Academy, a weeklong, overnight camp taught by the best in the business.

In addition to all of theactivities available at theresort, the HighlandMountain Café offers agreat selection of food andbeer for guests. Speaking ofbeer, Amoskeag Beverages

was happy to team up with Highland MBP to throw their annualclosing-day bash, S’Ender, in November. Last year’s eventcoincided with a full moon and the combination of lunar mania,ice cold PBR, sunny skies, dry dirt and warm temps made foran ideal closing day! Check out their website,highlandmountainpark.com for details on their upcoming,opening day – May 1, 2014.