NUNO TELES - Amoskeag Beveragesfor a pint of Guinness, they’re not just getting a beer, they’re...

Delivering Excellence Seasonals Rethinking Retail New Products ProgramsD H A R M A T A M M O F R O G U E A L E S & S P I R I T S | FA L L S E L E C T I O N S | D R AU G H T Q UA L I T Y

NUNOTELESDIAGEO BEER CO.

Fall 2018 | V.25

THIS SUMMER WE’VE HAD SOME oppressively hot weather, and with it comes a need for cold refreshment.

We know that session ales and lagers are leading summer beer styles due to their lower alcohol content and easy-on-the-palate flavors, but with cooler temps right around the corner, fall seasonals are already hitting taps and store shelves.

Nothing beats fall in New Hampshire with visitors arriving from all over the world to view our brilliant fall foliage, as the landscape changes hues right before

our eyes. The cooler days of autumn encourage us to spend time outdoors, and the crisp fall nights are perfect for a hearty brew. Below are a few brew-worthy events being held this autumn season in the Granite state.

The 20th Annual Chili Challenge & Brews at Waterville Valley Town Square will take place on Saturday, September 29th from 12-4PM. Area restaurants compete in Town Square for the title of “best chili around”. Admission fee covers generous samples of each chili and a ballot for voting. Plus, guests can enjoy beer tastings and a free outdoor concert featuring The Uncle Steve Band.

Columbus Day weekend is a perfect time to enjoy some fall festivities. Patrons will get a taste of the Bavarian Alps during the White Mountain Oktoberfest at Loon Mountain, Saturday, October 6th and Sunday, October 7th. Patrons can have fun at the region’s largest celebration of German food, drink, and music. This festival perfectly coincides with the fall foliage season, so guests will enjoy beer and brats alongside stunning views of New Hampshire’s White Mountains.

Over on the other side of the mountains, also on Columbus Day weekend, is Attitash Mountain Resort’s 21st Annual Oktoberfest which is another great venue. The two-day event will feature traditional Bavarian music from the world renowned King Ludwig’s Band, authentic German fare as well as a Biergarten featuring 20 different local and regional breweries serving a host of seasonal beers and ciders.

On November 4th, at the Pats Peak Oktoberfect Ski & Snowboard Sale, guests can enjoy King Ludwig’s Bavarian Band, German food, a beer garden, kids’ activities and a woodsmen show. Pats Peak also has their annual Ski & Snowboard sale going on, selling new and used equipment and accessories at great prices to get folks geared up for the ski season.

The fall season might conjure up thoughts about the start of school or football season, but for us, this time of year is all about beer. Amoskeag has all your favorites from pumpkin ales and smoked porters to hard ciders and many more… these fall beers deserve a spot in your lineup all season long. Check out our seasonal selections on page 9.

As always, we thank you for your business.

In This ISSUE

Delivering the Taste of Excellence ...............1

Cover Story .........................2

Brewer Highlight .................4

Barley & Hops Craft Beer and Wine Shoppe ...............5

Old School Bar & Grill .........6

New Products .....................7

Seasonal Selections .............9

Available Year-Round Perfect for the Season ....... 14

Programs ......................... 14

Rethinking Retail .............. 21

Letter toTHE TRADE

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

Tom Bullock Ed Murphy Chairman of the Board President

www.amoskeagbeverages.com HeadyTimes v.25 1

Find Out More About Amoskeag’s EmployeesDeliveringTHE TASTE OF EXCELLENCE

Mike BarringtonPurchasing Specialist

How long have you been in the beer biz? Since 1989. After I graduated from Keene State with an engineering degree, I couldn’t find a job. I started loading beer trucks part-time at night. Fast forward 29 years and I’m still in the beer business. I’ve done everything from driving, recon, inventory management and now I am the Purchasing Specialist.

What are some of the changes you’ve seen over the years? Technology has changed the way we do business. Years ago when I ordered beer, I filled out an order form, put a stamp on it and mailed it to the brewery. Two months later our beer got delivered. Now, it’s all done online and we use tools to help with accuracy and for shorter ordering windows.

What do you like to do for fun in the fall? There are some great logging trails up north that we like to bring our dogs to. I also rent a cabin in Maine to enjoy the outdoors in autumn.

Kate YarrisReceptionist

How long have you been with Amoskeag Beverages? I just had my one year anniversary.

What does your job entail? I’m the first person to greet guests at Amoskeag, whether it’s in our lobby or over the phone. Every day is a little different for me, from invoicing, taking orders, fielding calls & questions, and directing folks to where they need to go, I never know what my day will be like.

What do you like most about your job? I like that my job is fast paced and each day is unique. I also enjoy meeting our customers and suppliers. I’ve even reconnected with a few people from my days in Ohio, where I worked for a brewing company over 14 years ago.

Do you have any fall traditions? After a hectic summer, my family and I like to go camping in autumn. The scenery in New Hampshire is amazing and the weather is usually perfect. It’s a great way to spend time with one another.

What’s the one food you can’t live without and what is your favorite beer to pair with it? I couldn’t live without all things

What’s the one food you can’t live without and what is your favorite beer to pair with it? A turkey club; everywhere I go with my wife, I check the menu to make sure they offer a turkey club. It annoys the heck out of her, but that is one of my favorites. I’d wash it down with Coors Light!

encompassed in a charcuterie and cheese board. I love salty meats like salami, prosciutto and ham with cheeses such as bleu, chèvre, and cheddar along with breads, crackers, fruit and veggies. Every time we camp, we have “happy hour” that includes a meat and cheese board that pairs so well with a Two Roads Clementine Gose or Sauvignon Blanc Gose. I love their Tanker Truck Sour Series!

WHEN IT WAS ANNOUNCED IN February that Nuno Teles, former Chief Marketing Officer at Heineken

USA, had been tapped to be Diageo Beer Co. USA’s next president, the industry consensus was that the new hire was a homerun. With fourteen years of international experience in Portugal, the Netherlands, Brazil and America, Teles brings a unique skillset to a portfolio that has already seen net sales grow at a considerable clip. In his arsenal are two of the industry’s most trusted brands

(Guinness and Smirnoff Ice), authentic stories about quality and heritage and consistent programming in both the on and off-premise.

Heady Times sat down with Teles for an exclusive interview to learn more about what he sees on the horizon and how he plans to build upon his brands’ momentum.

I’m joining Diageo Beer Co. at an incredible time,” says Teles, who spent more than a decade working his way up Heineken’s ranks. “Over the past four years, Diageo has grown considerably, with Diageo Beer

Co. USA net sales growing 4.4% in [the first half of 2018].” But with all this success, Teles maintains that to continue this growth, his team “must focus on building momentum in a sustainable way.”

Of course, challenges persist. Especially in today’s beer market, as we’re seeing more breweries pop up every day. Whereas other brands might see this as a threat, Teles sees opportunity. “Consumers are looking for great-tasting beer with provenance, heritage and storytelling. Guinness has stood the test of time, as they’ve been brewing great beers for 259 years.” The data supports Teles’ claim. While many on-premise accounts are in the grip of “rotation nation” fever,

Guinness Draught remains one of the strongest tap handles in the business, with lasting power and consistency that other brands would, quite frankly, kill for.

“The way we view it is, brands don’t stick around for more than two centuries without being loved,” says Teles. “We’ve found that people like to feel connected to the beer they’re drinking. So, when they’re reaching for a pint of Guinness, they’re not just getting a beer, they’re also reminded of the roots, heritage and history that come along with it.”

It’s true that when people think of Guinness, most think of Guinness Draught. But what even the most ardent beer fan might not know, is that Guinness Draught, as we know it today, was not available until 1959. In the years before Guinness Draught caught fire, the brewers made their name creating many different porters and stouts. Innovative craft brewing has always been in Guinness’ DNA and Teles believes that tapping back into the company’s creative roots is one of the ways Diageo stays ahead of the game.

Under New Management Nuno Teles Takes the Reins for Guinness & Smirnoff Ice in the USA

And with the upcoming August opening of the new Guinness Open Gate Brewery and Barrel House in Maryland, Diageo has the perfect opportunity to showcase beers like Guinness Blonde and experimental brews to American drinkers, who have a reputation for trying new and bold beers. “The U.S. is certainly one of the most dynamic and exciting beer markets in the world right now, and our whole operation in Maryland is geared toward innovation,” explains Teles. “Since we have three brewhouses on site in Maryland, we really have the liberty to try out some interesting stuff, especially through barrel-aged brewing.”

This distinction is important to Teles and Diageo, as they have no plans to brew their world-famous stouts at the Maryland location. “All the Guinness stouts that Americans have come to love will still be brewed in Dublin.” The new brewery will be home to Guinness Blonde, as well as “some pretty exciting releases that you wouldn’t necessarily expect from Guinness.” Guinness Blonde itself has been an important initiative for Teles and his team. Whereas some American drinkers might be unenthusiastic about stouts, and associate Guinness solely with those dark, roasty styles, Guinness Blonde creates a new opportunity. With Guinness Blonde, retailers can now play off the reliability of the Guinness brand name, and sell an American lager style that is much more recognizable and accessible to beer drinkers on this side of the pond.

CoverSTORY

Nuno Teles holding iconic Guinness Gilroy poster

Visitors to the new Guinness Open Gate Brewery and Barrel House can sample experimental brews

Guinness’ world-famous stouts are brewed in Ireland

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Smirnoff Flavored Malt Beverages, another cornerstone of Diageo’s portfolio, are continuing to dominate a category that increasingly has a long, bright future. “Smirnoff Ice was one of the originators of the [FMB] category and is still growing volume and share, as it’s currently the #2 FMB brand,” says Teles. Diageo’s strategy with Smirnoff FMBs remains the same, bring value to consumers with quality liquids and a brand they trust. That simple yet hyper-focused game plan has won the hearts (and stomachs) of many new customers. “As we launch new products, we’ve seen our consumer base expand and become more diverse, which is exciting. We’ve evolved to a more even split between male and female drinkers, and with seltzers, we’re attracting new consumers who may be focused on being mindful of things like calories and carbs.”

This year Teles and his team launched a new brand: Smirnoff Ice Smash. With flavors like Lemon+Lime, Peach+Mango and Screwdriver, these 23.5 oz. cans are familiar flavor combos dialed up (8% ABV) to wind up for a party or wind down at the end of the day. “With such high demand for higher-ABV, single serve cans, we think Smash has fantastic potential,” says Teles. “The can format opens up a new occasion for consumers looking for convenience.”

With renowned brands like Guinness and Smirnoff, consistent programming and authentic stories about quality and heritage, Teles is set to deliver on Diageo Beer Co.’s high ambitions. “We’re a leader,” says Teles. “For us, the secret to success is to continue to do what we’ve done since 1759, which is to make great products and share our story.”

What’s New for Diageo?With some of the most familiar and recognizable brands in the industry, Diageo continues to push the envelope with new products. Here are just a few of their new and innovative offerings.

Smirnoff Raspberry Rosé Spiked Sparkling Seltzer

“We are a leader in hard seltzer and the segment is absolutely on fire,” says Nuno Teles. On developing their new Raspberry Rosé Spiked Sparkling Seltzer, Teles says, “We know from experience that people look for flavorful drinks, so for the seltzer segment, we will continue to bring on-trend and innovative flavors.”

Guinness Gilroy Cans

Guinness’ beloved Gilroy cans will return this fall. This year’s 14.9 oz cans, adorned with a celebration of Guinness’ rich history, will feature ostrich artwork from the 1930s.

Harp Redesign

Diageo’s traditional pale lager is getting a brand-new look! The new graphics and tasting notes featured on the package are sure to engage and attract new consumers.

CoverSTORY


BrewerHIGHLIGHT

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Dharma Tamm of Rogue Ales & Spirits

ROGUE ALES & SPIRITS, THE ONLY FARMER-BREWER-DISTILLER-cooper in the United States, was founded in Oregon in 1988 as one of America’s first microbreweries. Rogue has won more than 1,900

awards for taste, quality and packaging, and is available in all 50 states as well as 52 countries. Since 2008, Rogue has shared the terroir of Oregon by growing its own hops, barley, rye, wheat, honey, marionberries, cucumbers and pumpkins and using those ingredients in their beers.

Rogue’s General Manager Dharma Tamm oversees sales, marketing and operations. The Stanford mechanical engineering grad left behind his days of drone-building and robot making to work in innovation at Anheuser-Busch. After nearly a decade at AB, he met current Rogue President Brett Joyce, who convinced him to join the Rogue team.

Here are 10 things Dharma Tamm wants you to know about Rogue Ales & Spirits.

1. After 30 years in business, Rogue Ales & Spirits is still 100% independently owned.

2. In 1988, Rogue opened a brewpub on Lithia Creek in Ashland, Oregon. This pub is where American Amber Ale, Oregon Golden and Shakespeare Stout quickly became popular. Pretty soon, Jack Joyce, founder of Rogue, realized he needed a second location. Joyce struck a deal with Mohava Niemi, a.k.a “Mo” (founder of the famous Newport institution Mo’s Restaurants) who had a good idea for the next Rogue brewpub.

3. Mo offered to rent Joyce the vacant storefront under her apartment, under the condition that Rogue “feed the fishermen,” which is Mo’s shorthand for giving back to the Newport community. Rogue continues to literally feed the fishermen in Newport and supports the communities around its pubs through the Rogue Foundation and the Jack Joyce Scholarship. In 2017, Rogue gave over 225,000 to local nonprofit organizations. In each Rogue pub, a photo of a naked Mo in a bathtub, hangs on the wall to honor her legacy.

4. Dead Guy Ale has been Rogue’s flagship beer for over two decades. It’s a German Maibock-style ale made using the brewery’s proprietary Pacman yeast. Deep honey in color, with a malty aroma and rich, hearty flavor, Dead Guy Ale has been winning awards and receiving accolades for years. This year, it was awarded a Platinum medal at the World Beverage Competition.

5. During September and October, Dead Guy Ale (the quintessential Halloween brew) will feature innovative, all-black packaging, with the iconic Dead Guy skeleton printed on the packaging in “glow-in-the-dark” ink.

6. Dead ’N’ Dead is Dead Guy Ale aged in Dead Guy Whiskey barrels. One of Rogue’s most exclusive beers, Dead ’N’ Dead is available in limited quantities in September and October. The beer epitomizes Rogue’s do-it-yourself philosophy: Dead Guy Ale (without hops) is distilled into Dead Guy Whiskey and aged in American oak barrels. Once Dead Guy Whiskey is bottled, Dead Guy Ale (with hops) is aged in the whiskey barrels, soaking in the rich, complex malts and clean vanilla finish of Dead Guy Whiskey.

10. It’s 3,130 miles from the Rogue World Headquarters in Newport, Oregon to Amoskeag’s warehouse in Bow, New Hampshire. “There’s nothing like having a Dead Guy Ale on the Oregon Coast,” says Tamm. “Come see us in Newport, so we can show you our brewery, distillery & cooperage and share our stories.”

7. Ingredients for Rogue beers and spirits are grown at Rogue Farms in Independence, Oregon, just 77 miles from its World Headquarters in Newport, Oregon. “The best beers come from the best ingredients, and the best ingredients are those you know and grow yourself,” says Tamm. “We are sharing a taste of Oregon terroir with each brew.”

8. Pumpkin Patch Ale, which will be released in September, is created using fresh pumpkins grown at Rogue Farms in Independence, Oregon. When the pumpkins ripen, they are hand-picked by Rogue employees, loaded into a farm truck and immediately driven to the brewery in Newport. There, the pumpkins are cleaned, chopped by hand and roasted in a repurposed pizza oven, before being placed into the brew kettle.

9. There are nine Rogue brewpub locations, eight in Oregon (Newport, Portland, Astoria and Independence) and one in Issaquah, Washington.


Barley & Hops Craft Beer and Wine Shoppe

BARLEY & HOPS CRAFT BEER AND WINE SHOPPE IS A DESTINATION for craft beer and wine. It also houses The Dessert Bar which serves up Chris’ Wicked Ice Cream, an award winning adult treat

made with beer. Located in the Lorden Plaza on 101A in Milford, Barley & Hops is the perfect place for beer lovers to explore. Heady Times journeyed out to this bright and spacious bottle shop adorned, with barley plants growing outside the front door and spoke with owner Chris Perry to find out what keeps customers coming back to his store.

Heady Times (HT): Give us a little background information on yourself.

Chris Perry (CP): I’m a New Hampshire native and a UNH grad. I’ve been a beer guy for over 20 years, spending time homebrewing and following the trends in the industry. I also worked in the ice cream segment. So after doing a little experimenting, adding beer to ice cream, something magical happened. Beer ice cream! That’s how Chris’ Wicked Ice Cream was born. I started with an IPA sorbet and a porter ice cream featuring products from Smuttynose Brewery eventually needed a place to make my alcoholic ice cream. While looking for real estate, I decided to open a craft beer and wine store in the same location. Barley & Hops has been open since May 2016.

HT: Other than Chris’ Wicked Ice Cream, what other products do you sell at Barley & Hops?

CP: We’re a craft beer store. We sell local beers and we pride ourselves on having the best beer offerings around. New Hampshire brewers, Great North Aleworks and Moat Mountain are huge sellers for us. I like to say, I’ll give any NH brewer a shot in my store. Barley & Hops has over 500 different beers in a variety of packages from 12 oz. bottles and cans to 22 oz. bombers, logs and kegs. Our 25’ x 16’ walk-in beer cave is the perfect beer drinking temperature and is stocked with a full assortment of craft, domestic and imported beers and ciders. The wine selection is top-notch as well. We carry all the supplies needed for homebrewing, including complete beer brewing equipment kits, fermenters, carboys, grain bags, brewing pots, bottle caps, and bottles. We also have a full supply of raw materials, including malt and malt extract, priming sugars, corn sugar, and chilled hops and yeast.

HT: Do you use social media to connect with your customers?

CP: Yes, we’re active on Facebook, Twitter, Instagram, and Untappd which has the world’s largest community of beer enthusiasts — over 7 million downloads! We have a menu board and we live stream Untappd in the store. Arguably no thing is better for brand promotion than social media. We also have an incredible loyalty program called, Our Regulars.

HT: Tell us about your loyalty program?

CP: A beer and wine loyalty program can mean different things to different people. For Norm and Cliff on Cheers, it meant getting the same stool at the bar every night. For Barley & Hops’ loyal customers, we’ve got a rewards program called Our Regulars. They earn points

Off-PremiseSPOTLIGHT

Chris Perry, owner

barleyhops.beer • 614 Nashua Street, Milford • 603-249-5584

with every purchase they make, earning free stuff. Our Regulars learn all about the amazing events we’ve got on tap, new arrivals, and limited products before the rest of the world does. Folks can sign up on our website, or swing by the store to be added to our program, which has over 2,000 members.

Old School Bar & Grill

LUKE AND LAUREN EBERHARDT MET 10 YEARS AGO, while working at a local seafood restaurant. Putting in long hours, the young couple thought, “why should we

work for someone else? Let’s open our own place.” They partnered up with Paul Tokanel and opened Old School Bar & Grill. As head chef, Luke is also the mastermind behind each locally sourced item on the menu. The Salem High grad participated in the school’s longstanding culinary program before earning a degree from Le Cordon Bleu College of Culinary Arts in Boston. Old School is celebrating its two year anniversary, it’s no wonder this hot-spot, with a prime location right off route 93 at exit 2 in Windham, and has customers coming back for more.

Heady Times (HT): How did you come up with Old School’s interior design?

Lauren Eberhardt (LE): We like anything with a motor, Harley’s, snowmobiles, old cars and it shows in our décor. On display in the bar is a 1994 Harley Davidson Moo Glide, which is a cross between a Fat Boy and a Heritage. We’re huge New England sports fans too, so we show our pride with lots of sports signage and memorabilia.

HT: How did you come up with Old School’s hours of operation?

LE: We pride ourselves on serving a full menu until 30 minutes prior to closing. Coming from the service industry, we realized there aren’t many quality foods offered late at night. Our bar closes at 11PM Sunday – Wednesday and 12AM Thursday – Saturday, which means you can sit down and have a drink and a nice meal as late as 10 – 11:30PM most nights. It’s pretty great.

HT: We hear you have a fantastic Happy Hour.

LE: For folks looking for the perfect place for an after-work meeting with friends or a pit stop on the way home, the happy hour options at Old School Bar & Grill are plentiful. Sunday – Thursday from 3 – 6 PM we offer $2 off mixed drinks and martinis and $1 off beer and wine. We also have a specially priced appetizer menu that includes favorites like our renowned OMG Nachos and Sweet Pickle Chips for only $5.

HT: Tell us about your beer selection?

LE: We believe a good beer list will give you the sense that someone cared enough to think about it, that each beer has its purpose and nothing was simply tossed on at random. With 10 draught lines and 6 of them rotating, we offer something for everyone. Sam Adams ’76 has been a big seller and Blue Moon Belgian White is always top mover. But transitioning into cooler weather, we’ll be pouring fall favorites like Sam Adams Octoberfest, Jack-O Traveler and Great North RVP soon, just to name a few.

HT: Which fall favorites will we find on your menu?

LE: We’re a comfy, casual, local place where you can get an amazing Filet Oscar or a small plate of homemade chicken tenders. Our menu offers hearty meals and lite bites too! But when the cool weather arrives,

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On-PremiseSPOTLIGHT

Owners Lauren & Luke Eberhardt

oldschoolbarandgrill.com • 49 Range Road, Windham • 603 458-6051

we’re all about the flavors of the season. Roasted butternut squash, apple glazed pork chops and warm apple crisp are always popular. Folks enjoy listening to live music on the patio or watching football and enjoy a festive beverage like a cinnamon sugar-rimmed pint of Angry Orchard.


NewPRODUCTSLone Pine Brewing Company

Lone Pine Brewing Co. was founded in 2016 by John Paul and Thomas Madden. Lone Pine started in the Easy Bayside of Portland, Maine brewing on a 5bbl system, and has scaled enormously over its

short life by recently purchasing Sebago Brewery’s brewing facility

in Gorham. Lone Pine is known for their Portland Pale Ale, as well as highly sought after juicy Tessellation Double IPA. Lone Pine is excited to branch out beyond the state of Maine and offer new and exciting releases with an ability to expand and diversify their product line into New Hampshire.

Lone Pine Portland Pale AleThis is Lone Pine Brewing Company’s flagship pale ale, which carries a bright, clean body, with stone fruit and ripe citrus flavors from heavy late addition hopping. ABV: 5.2% Packages: 16 oz. cans and draught Availability: Year-round, beginning in August

Lone Pine Brightside IPALone Pine’s American IPA balances a subtle malt character with smooth, clean bitterness and layers of complex citrus zest, tropical fruit, and pine. ABV: 7.1% Packages: 16 oz. cans and draught Availability: Year-round, beginning in August

Lone Pine Tessellation Double IPA

Lone Pine’s 100% Mosaic hopped double IPA stands bright, but with a strikingly soft and rounded mouth feel. Heavy whirlpool and dry hop additions showcase the complex Mosaic hop aromatics of blueberry, mango, and juicy, overripe peach. ABV: 8.1% Packages: 16 oz. cans and draught Availability: Year-round, beginning in August

Prospect CiderworksFounded in 2016, Prospect Ciderworks is a team of urban cidermakers focused on offering a new perspective on cider. Prospect uses modern cider making methods to create refined, innovative, and unfiltered cider for their fans and friends. Ciders are made with Belgian brewer’s yeast and culinary apples pressed in Stow, MA. Prospect Ciderworks believes in collaboration, in elevating cider, and in giving back to the community.

Prospect Ciderworks SidroSidro is Prospect Ciderwork’s flagship cider. Crafted with New England varietals and a blend of Belgian saison yeast, Sidro walks the line between big apple flavor and crushability. The name “Sidro” comes from a chance realization: it means “anchor” in Bosnian and “cider” in Italian. ABV: 5.4% Packages: 16 oz. cans and draught Availability: Year-round, beginning in August

Prospect Ciderworks ParadiseParadise is an ode to a Belgian witbier. It is a blast of citrus with a dry finish and is often a favorite for its distinctive flavor. Prospect Ciderworks steeps this cider with grains of paradise and orange peel after fermenting with a Belgian ale yeast. ABV: 6% Packages: 16 oz. cans and draught Availability: Year-round, beginning in August

Prospect Ciderworks Missing LinkWhen Prospect Ciderworks thinks of hops, they think bitterness. Missing Link introduces alpha acids to the cider drinker via a “truly hopped” session beverage: slightly bitter and dry hopped with a rotating blend of hops.

ABV: 4.8% Packages: 16 oz. cans and draught Availability: Year-round, beginning in August

NewPRODUCTS


Woodstock Inn Moody Brew India Pale AleMoody Brew New England Style IPA, is a hazy, unfiltered IPA which features low bitterness, and amazing hop aroma. Brimming with Vic-Secret and Mosaic hops, this beer smells amazing. ABV: 6.7% Packages: 16 oz. cans and draught Availability: Now, year-round

Truly Spiked & Sparkling Rosé Truly Spiked & Sparkling is giving drinkers a whole new way to rosé! With a hint of the of rosé flavor and pink hue you know and love, and less sugar than many rosé wines, Truly Rosé is sparkling, fun and available in a ready-for-anything slim can. Meant to be enjoyed all day long – from beach to bar – without sacrificing refreshment, great taste, or your wellness routine. ABV: 5% Package: 12 oz. slim cans only Availability: Now, year-round

Harp Lager Redesign Harp Lager has a new look! The new Harp six and 12-pack packaging includes sharp, new graphics and prominent tasting notes to engage and attract new consumers. Availability: Year-round, beginning in August

Woodchuck Bubbly RoséThis bubbly, fruit-forward, blush cider is made with a blend of red apples delivering a crisp, smooth finish. ABV: 6.1% Package: 12 oz. cans only Availability: Year-round, beginning in August

Mikes Hard 2/12 Can Variety Pack RefreshWith Summer in the rearview mirror, Mike’s is taking the time to re-design their Flavors of America package, which features Lemonade, Black Cherry, Strawberry and Peach, to give it more consistent, less seasonal look. Mike’s Hard Lemonade is the #1 FMB in the food channel, and Mike’s Variety Pack cans are delivering profits at retail +36.7% in dollar sales and +31.5% in volume sales CYTD through June. Availability: Year-round, beginning in September

Crispin Rosé Slim CansCrisp fall weather calls for the fresh, fruity taste of rosé. And now drinkers can enjoy Crispin Rosé Hard Cider at even more places with the new 12 oz. cans. Whether you’re at the park, in a stadium or just relaxing on a patio, these slim cans are the perfect pairing for your outdoor occasion. ABV: 5% Package: 12 oz. cans only Availability: Year-round, beginning in September

SeasonalSELECTIONS


Allagash Brett IPADuring transport overseas, early IPAs were stored in wooden barrels. In these barrels – beer experts suppose – some ales were naturally inoculated with Brettanomyces,

a form of wild yeast. Brett IPA plays off this piece of brewing lore by pairing Brettanomyces (a yeast that exhibits itself as ripe fruit rather than strong funk or sourness) with multiple varieties of fruit-forward hops. Aromas of citrus, pineapple and passion fruit meld into tropical flavors that pair

nicely with the beer’s lightly hopped body. Maris Otter, Munich malts and raw wheat balance the floral barrage of Bravo, Cascade, Amarillo, Centennial, Citra and Galaxy hops. By finishing with a mix of pleasant bitterness and tropical fruit, Brett IPA ushers brewing history into the present. ABV: 7.1% Package: 12 oz. bottles only Availability: September

Redd’s Pick More PackThis season, Redd’s invites consumers to “Pick More” with their new 15-pack can variety. At the same price as their standard 12-pack, the Pick More Pack offers even more refreshing beer for the perfect price. The variety includes: Redd’s Apple, Cranberry and Black Cherry, guaranteeing even more flavor for everyone. Availability: September

Leinenkugel’s OktoberfestLeinenkugel’s is tapping into their German heritage with their seasonal

Oktoberfest. Honoring six generations of German brewing traditions, this Märzen-style beer has a toasted malt flavor and subtle, spicy hop notes that make it perfect for celebrating fall. ABV: 5.1% Package: 12 oz. bottles only Availability: August

Leinenkugel’s Berry ShandyHarvest more flavor this season with Leinenkugel’s new Berry Shandy. This crowd-pleaser delivers up-front, refreshing, berry sweetness with a subtle, citrus finish. ABV: 4.2% Packages: 12 oz. bottles and 12 oz. cans Availability: September

Leinenkugel’s Shandy Sampler Pack

Keep your shandy season going with the new Leinenkugel’s Shandy Sampler Pack. Each 12-pack features a mix of shandy beers, including Pomegranate Shandy, Berry Shandy, Orange Shandy and Grapefruit Shandy, delivering flavor, refreshment and something for everyone. Availability: September

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.

Blue Moon Harvest Pumpkin AleNationally recognized as a seasonal favorite, Harvest Pumpkin Ale returns with the autumn flavors we’ve all grown to love. Crafted with real pumpkin and harvest spices such as cinnamon, nutmeg, cloves and allspice, this seasonal favorite delivers a taste any autumn zealot will enjoy. ABV: 5.7% Packages: 12 oz. bottles and draught Availability: August

SeasonalSELECTIONS


Samuel Adams OctoberfestIn 1810, the Oktoberfest tradition was born when Munich celebrated the Crown Prince’s wedding with a special beer and 16-day party. Sam Adams’ take on the style blends hearty malts for a deep, smooth flavor with notes of caramel that’s perfect for the season, or whatever you’re celebrating. ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: August

Samuel Adams Craft Variety Craft drinkers want cans and Sam Adams delivers in their fall can variety pack. The mix includes three style that are sure to satisfy: Sam ’76, a perfect union of lager and ale; Red Lager, a hearty malt-forward style whose crimson

color matches the foliage and Dunkelweizen, a unique and flavorful, hearty

amber wheat beer. Availability: August

Samuel Adams Beers of Fall Samuel Adams fall bottle variety has new, bright, clean packaging, which will increase visibility and is consistent with core seasonal packaging. This seasonal bottle mix includes four exclusive beers and two brand new

styles, which will appeal to a wide range of drinkers and seasonal occasions. Included in this variety pack are: Boston Lager, Octoberfest, Harvest Pumpkin, Black Lager, Spruce Tip Lager and Coffee Pale Ale. Availability: August

Dogfish Head Punkin Ale A full-bodied brown ale with smooth hints of pumpkin, brown sugar and spice, Punkin Ale is brewed with real pumpkin, brown sugar, allspice, nutmeg and cinnamon. Medium amber to copper in color, Punkin Ale exudes aromas of cinnamon, allspice and nutmeg. Slightly spicy with notes of cinnamon, brown sugar and pumpkin, Punkin Ale

is medium-bodied with smooth lingering spices. ABV: 7% Packages: 12 oz. bottles and draught Availability: August

Dogfish Head 120 Minute IPA The holy grail for hopheads, 120 Minute IPA is continually hopped with high-alpha hops throughout the boil, dry hopped, then aged on a bed of dry hops. Slightly hazy and deep orange in color, this brew smells of sweet citrus, piney and floral hops. It’s almost candy-like, with a hoppy flavor and some hop resin character. Since its first release in 2003, 120 Minute IPA has been a fan favorite and is ranked by Business Insider as one of the 17 most sought-after beers in America! ABV: 15-18% Packages: 12 oz. bottles and draught Availability: Limited quantities in September

Shiner OktoberfestWith new packaging this year, Shiner’s classic and festive Märzen-style ale uses traditional

German malts for a rich flavor and a dry, moderately hoppy finish. ABV: 5.7% Package: 12 oz. cans only Availability: August

Jack-O Traveler An alluring wheat beer illuminated by the tastes of fall, Jack-O Traveler strikes a perfect balance between bright refreshment and seasonal spice. It’s made with real pumpkin for a delicious, dark-

hued, shandy-inspired beer. ABV: 4.4% Package: Draught only Availability: August

SeasonalSELECTIONS


Rogue Dead ’N’ DeadAged in Dead Guy Whiskey barrels, Dead ’N’ Dead is the evolution of Dead Guy Ale. The barrels enhance the robust malt and hop profiles of original Dead Guy Ale. The ale soaks in hints of oak and whiskey, while maturing over several months at the Rogue ocean aging room. ABV: 8.2% Package: 22 oz. bottles only Availability: September

Rogue Pumpkin Patch AleThis beer is created with pumpkins grown

at Rogue Farms in Independence, Ore., which pumpkins are hand picked, loaded into trucks, driven immediately 77 miles to Rogue’s brewery in Newport, Oregon, quickly roasted and pitched into the brew kettle. ABV: 6.1% Package: 750ml only Availability: September

Harpoon Flannel FridayFlannel Friday returns – with a new look! This hoppy amber ale is Harpoon’s tribute to the

quintessential season of change. A bright hop aroma from late hop additions plays with its strong malt backbone. Amber hued and medium-bodied, with hints of citrus and pine, this ale is made for the crisp days (and nights) of fall. Same great beer – new, fresh flannel! ABV: 5.7%

Packages: 12 oz. bottles, 12 oz. cans and draught Availability: August

Harpoon OctoberfestHarpoon Octoberfest is rich, flavorful

and malty, balanced by a gentle hop bitterness. In keeping with tradition, it is a Marzen-style beer, brewed with abundant quantities of Munich, chocolate and pale malts. Those malts

provide a solid, full body and create the beer’s deep color. This beer is the perfect

tribute to fall. ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: August

Harpoon Tailgater Mix PackFall is loaded with football, concerts, foliage and more football. These were the occasions Harpoon had in mind

when they came up with the Tailgater Mix Pack. This year’s variety includes: Harpoon IPA, Flannel Friday, Octoberfest, and House Golden. This mix pairs perfectly with your next tailgate! Availability: August

UFO PumpkinSome people say pumpkins are fruit. Others say pumpkins are vegetables. UFO says ...they’re tasty! This fall-spiced hefeweizen is brewed with pure pumpkin – a truly delicious fruiveggie! ABV: 5.9% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: August

UFO Leaf Peepin’ Mix PackFall is the perfect time for getting outside! Go on a hike, climb that mountain, see the leaves change and make sure you take this mix pack with you! This autumnal UFO can mix includes: UFO White, Pineapple, Raspberry and Pumpkin. Happy leaf peepin’! Availability: August

Clown Shoes Pecan Pie PorterMid-day settles deep in Mongolia. Genghis Pecan, blindfolded, guides a group of freak show turkeys gifted with barrel dancing skills. Why? Who knows, but they aren’t smuggling hobbits. This year’s Clown Shoes Pecan Pie Porter refines the classic recipe and is perhaps the best version yet, barrel aged 100% in premium bourbon barrels. ABV: 10.5% Packages: 22 oz. bottles and draught Availability: Limited quantities August

SeasonalSELECTIONS


Woodchuck Spiced AppleThis hard cider in the Woodchuck Hard Tank Series, is a balanced cider with notes of apple, bright cinnamon with a nutmeg finish. Woodchuck Spiced Apple is always naturally gluten-free, has no high fructose corn syrup and no artificial ingredients. ABV: 5% Package: 12 oz. cans only Availability: October

Woodstock Inn Autumn AleWoodstock Inn Autumn Ale is a mild English brown ale flavored with apples and cinnamon. The seasonal blend of spice highlights the crisp apple taste to stir up the tastes of fall. ABV: 4.3% Packages: 12 oz. cans and draught Availability: August

Sierra Nevada OktoberfestThis year, Sierra Nevada partnered with Bavaria’s Weihenstephan, the world’s oldest

brewery, to create an American take on the classic German Oktoberfest. A malt backbone is balanced by the subtle hop character in this crisp, clean and drinkable crowd-pleaser. Nothing captures the spirit of celebration like a beer among friends. ABV: 6% Packages: 12 oz. bottles and draught Availability: July

Sierra Nevada Fall Pack Fall is a season defined by

change, so Sierra loaded this mixed 12-pack to cover whatever the weather may bring. Highlighting a range of flavors including the peppery spice of rye, citrusy hops and robust roasted malt, consider these beers their version

of fall foliage. Included in the variety pack are: Ruthless Rye IPA, Torpedo Extra

IPA, Vienna Lager and Tumbler Autumn Brown Ale. Availability: Now!

Sierra Nevada Narwhal Imperial StoutNarwhal Imperial Stout is inspired by the mysterious creature that thrives in the deepest fathoms of the frigid Arctic Ocean. Featuring incredible depth of malt flavor, rich with notes of espresso, baker’s cocoa, roasted grain and a light hint of smoke, Narwhal is a massive malt-forward monster. Aggressive but refined with a velvety smooth body and decadent finish, Narwhal will age in the bottle for years to come. ABV: 10.2% Packages: 12 oz. bottles and draught Availability: Limited quantities in August

Guinness 200th Anniversary Export StoutIt’s coming back! And it will be your last chance to get your hands on this 200th Anniversary Stout! Smooth and robust, with a deep roasted character, this stout is brewed with black patent malt and inspired by the first Guinness import to America in 1817. ABV: 6% Package: 12 oz. bottles only Availability: Late August

Guinness Gilroy Ostrich CansMore Gilroy imaging is gracing Guinness cans to continue the celebration of Guinness as a brewer with rich history. Package: 14.9 oz. cans only Availability: August

Guinness Gilroy Toucan Bottles

Guinness is bringing the Gilroy imaging to 6-pack bottles for consumers to collect and enjoy! Package: 12 oz. bottles only Availability: August

SeasonalSELECTIONS


Moat Mountain Flavah of the Day IPA

Flavah of the Day is Moat’s IBU IPA with a variety of rotating hops. This batch contains: Southern Cross, Green Bullet and Citra Double dry hops. Flavah of the Day has a clean, soft mouthfeel with tropical fruit, pine, lemongrass and grapefruit. No lingering bitterness on the palate, with 3 pounds of hops per barrel, for supreme Flavah! #FearNoBeer ABV: 7% Packages: 16 oz. cans and draught Availability: September

Ballast Point Pumpkin Down Scottish Ale with Pumpkin

The caramel and toffee maltiness of Ballast Point’s Piper Pumpkin Down Scottish Ale is the perfect backdrop for a boatload of roasted pumpkin. Just before bottling, a subtle amount of spice is added to complement, but not overwhelm, the earthy flavor. ABV: 5.8% Package: Draught only Availability: September

Two Roads Roadsmary’s BabyRoadsmary’s Baby is a traditional pumpkin ale with a Two Roads’ spin, it’s aged in rum barrels for added complexity and depth of flavor. The result is a smooth drinking ale, with notes of pumpkin, spices, vanilla, oak and a touch of rum. ABV: 6.8% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: August

Great North Aleworks Cranberry WitCranberry Wit is a new twist on an old favorite. Great North Aleworks started by brewing up a classic Belgian-style witbier, with coriander and orange peel, to which they added juicy cranberries. The result is a lively, refreshing beer with a slightly tart finish. ABV: 4.5% Packages: 12 oz. cans and draught Availability: September

Labatt Blue and Labatt Blue Light Zubaz CansUnleash the colors you bleed with limited edition Zubaz-themed tailgate cans. New for 2018, consumers will find red, white and blue Zubaz camo striped cans in select Labatt Blue and Labatt Blue Light 30 packs. ABV: 4-5% Package: 12 oz. cans only Availability: August

Mike’s Hard Tangerine Lemonade

Mike’s Hard Tangerine Lemonade features a classic mix of tangerine with clementine and mandarin notes and of course, juice lemonade. The taste is refreshing, juicy and full of citrus flavor. The combination of fresh tangerines and lemonade tartness delivers a nice, clean finish with just the right balance of

sweetness and citrus. ABV: 5% Package: 11.2 oz. bottles only Availability: September

Mike’s HARDER Pineapple Punch

Mike’s HARDER limited-edition Pineapple Punch has a beautiful pineapple and rum aroma with hints of coconut and nutmeg. The taste is smooth with refreshing pineapple and tropical rum, balanced by the citrus of Mike’s classic lemon that you know and love. HARDER Pineapple Punch finishes clean with tropical coconut notes. ABV: 8% Package: 16 oz. cans only Availability: October

Mike’s HARDER Prickly Pear Mike’s HARDER limited-edition Prickly Pear is a beautiful, dark red color, typical of ripe prickly pears, with an aroma that combines prickly pear, bosc pear and citrus. The taste is authentic pears, and the finish is light, refreshing and clean. You don’t want to miss this one – get it before it’s gone! ABV: 8% Package: 23.5 oz. cans only Availability: October

Programs


Refresh with Coors Light and Scott Zolak for Every GameOnce again, The World’s Most Refreshing Beer is partnering with New Patriots Radio Network game day commentator, Scott Zolak, to give fans new ways to get more out of every game day. With the Coors Light Rewards app, consumers can earn their way to redeeming points for a video chat with Zo before the game each week throughout the season.

Rogue Dead Guy AleIn the style of a German Maibock, Rogue uses their proprietary Pacman yeast to create Dead Guy Ale. It’s deep honey in color, with a malty aroma and a rich, hearty flavor. ABV: 6.8% Packages: 12 oz. bottles, 12 oz. cans, 16 oz. cans, 22 oz. bottles and draught

Rogue Hazelnut Brown NectarFrom the hazelnut capital of the United States, this nutty twist on a European brown ale was originally crafted by Rogue Brewmaster John Maier’s good friend and avid homebrewer, Chris Studach. Hazelnut Brown Nectar offers a hazelnut aroma with a rich nutty flavor and a smooth malty finish. ABV: 5.6% Packages: 12 oz. cans only

Ommegang Rare VosOmmegang Rare Vos is styled after the smooth, drinkable beers in a Belgian café just outside of Brussels: De Rare Vos, which is translated as “The Sly Fox”. The café was made famous as a starting point for both pigeon and cycle races, thus the Rare Vos logo incorporating elements of both. Rare Vos pours a bright copper hue, contrasting beautifully with a big, creamy, white head. The nose offers orange blossoms and a touch of spice. On the palate, the caramel maltiness shines strongly, with little sweetness. The profile leans towards dry, fruity, herbaceous and spicy notes. A beer that’s easy to drink, yet offers plenty of taste. ABV: 6.5% Package: 12 oz. bottles only

Wachusett Mass SoulChannel your inner Mass Soul with this luscious and delicious IPA. A ripe blend of passion fruit, pineapple and other tropical fruit notes complements the soft mouthfeel and unique vibrancy of this medium, bodied brew. ABV: 6.5% Packages: 12 oz. cans and draught

Wachusett Wally Jr.Wachusett’s first session New England IPA, Wally Jr. has all the citrus character and hop backbone of Wally, with a more approachable ABV. ABV: 4.5%. Packages: 12 oz. cans and draught

Magic Hat #9 #9 is sorta, dry, crisp, refreshing, not quite pale ale, whose mysterious and unusual palate will swirl across your tongue with subtle notes of fruit and a floral hop bitterness. Beyond that, we dare not tell you more, for with each sip, mysteries are revealed and still more questions raised. ABV: 5.1% Packages: 12 oz. bottles, 12 oz. cans, 16 oz. cans and draught

Available Year-Round PERFECT FOR THE SEASON


ProgramsCoors Light: The Climb Starts HereOnce again, the World’s Most Refreshing Beer is partnering with college football commentator Kirk Herbstreit to give fans new ways to get more out of every game day. With the Coors Light Rewards app, consumers can earn their way to redeeming football gear, experiences and exclusive access with Kirk.

Coors Light Football On-Premise UBER OfferWith the World’s Most Refreshing Beer, there’s more to get out of game day – even right around the corner at your local restaurant. From August through October, when on-premise customers spend $25 or more on Coors Light and food, they can text a picture of their receipt to receive a $10 UBER code and entrance for a chance to win exclusive college football experiences.

The Wild ’Stone HuntThe hunt is on! From September 1st to October 31st, Keystone Light consumers can participate in the hunt for the rare orange ’Stone can. Fans who find the orange ’Stone, can display their trophy on mount plaques found inside all Keystone Light packs. In addition to bragging rights, consumers can also score special ’Stone prizes online, including T-shirts, hats and coolers.

Programs


Craft Your Tailgate with Sierra NevadaCraft Your Tailgate continues sharing the Sierra Nevada story by bringing the handcrafted legacy of the brewery to tailgating season at retail. This fall program, which runs throughout September & October, includes a consumer text-to-win giveaway and targets cross-merchandising displays to encourage shoppers to pick up all the essentials to create their own Sierra Nevada tailgate party!

Treat your customers this Halloween with the return of Ballast Point Victory at Sea! Perfect for the season, both the classic version and the new 2018 blend of High West Barrel Aged Ballast Point Victory at Sea will make anyone’s Halloween a happy one.

Fire Up Your Beer with the Redd DevilSpice up the season with the Redd Devil. This fiery combination brings together two of fall’s most notable flavors: delicious, crisp apple and hot, spicy cinnamon. Next time you’re enjoying a Redd’s Apple Ale, be sure to pair it with a shot of cinnamon whiskey and fire up your beer!

Programs


Guinness Half & Halfs This exciting program has been extended to the off-premise! In addition to the pubs, Guinness wants to encourage consumers to create their own Half & Halfs (Guinness layered on top of other favorite beers and ciders) at home and show off their creations using #myhalfandhalf. Explore the possibilities!

Smirnoff Ice FootballFor a limited time, Smirnoff Ice will refresh consumer’s game day celebrations with football-themed, 6-pack packaging and a chance to win an ultimate watch party. The national text-to-win sweepstakes will run from September 1st through November 30th and offer one grand prize winner a chance to receive a flat screen TV and other game day essentials for an ultimate watch party!

This fall, Guinness will help you become a destination for Halloween celebrations with thematic visibility, sampling and Half and Half drink ideas!

Harp Graeme McDowell SweepstakesHarp and golfer Graeme McDowell continue their partnership throughout the fall with a text-to-win sweeps, which includes a chance to win a VIP tour of the new Guinness brewery in Baltimore, Maryland! Consumers can enter to win now through October 31st.

Programs


Corona is Ready to Score Big this Football Season Football season is back – and so is the Corona Gameday Hotline.

After a successful debut season in 2017 that saw the hotline pull in nearly 150,000 calls and 50,000 sweepstake entries, year 2 is primed to be just as impactful with Tony Romo now quarterbacking the desk.

This year’s program highlights include all new TV spots featuring Romo – the former standout quarterback and current TV analyst – all-new consumer promotion serviced through the Corona Gameday Hotline and breakthrough on and off-premise POS bundles including Spanish language tools and Corona Premier support.

Ensure you’re ready to capture trade-up opportunities and meet the consumer demand for Corona, because the consumer demand will most definitely be there.

Last season, football viewers increased their consumption of Corona Extra at more than twice the rate of domestic lights. It resulted in Corona Extra being the No. 3 growth driver of all beer brands and the only brand in the top five to gain dollar share during football season!

Corona Tough to Top for Día de los MuertosAs legal drinking age millennials take to the on and off-premise to celebrate Día de los Muertos, odds are they’ll have Corona in their hands.

Corona Extra is the No. 1 beer among millennials during the booming holiday. But the No. 1 Mexican import brand’s Día de los Muertos accolades don’t stop there. During last year’s holiday, Corona Extra was the No. 3 category growth driver and the only top five brand to gain share during the holiday promo period.

In all, the Corona brand family made up 43% of the total Mexican import dollar sales during last year’s Día de los Muertos promo period.

To help capitalize on these trends, take advantage of the unique suite of Día de los Muertos-specific POS available – from thematic neons to graphics templates to coasters, pole toppers, buckets and more.

Modelo Primed for More Eye-Popping Growth During FootballAs one of the fastest-growing beers in America, Modelo continues to tackle one of the fastest-growing sports amongst Hispanics – football.

This season, consumers will get the chance to win a trip to a game in Mexico City to experience football the Modelo way.

But the support doesn’t stop there. Full 360-degree plans include a bilingual TV spot to further connect fans with Modelo’s fighting spirit. The brand will leverage three Hispanic football greats who perfectly embody that spirit (Anthony Munoz, Tony Gonzalez and Roberto Garza) not only in the new TV spot, but also in accompanying POS. Modelo will certainly be top-of-mind throughout football, and the brand will be positioned to continue to build on its growth in the upcoming season.

Programs


Win Día de los Muertos with ModeloThe celebration of Día de los Muertos has taken off in popularity across the U.S. and no other beer brand can capture the essence of the holiday quite like Modelo and its authentic Mexican heritage.

In 2018, Modelo will honor Día de los Muertos with a host of unique visual designs crafted specifically for the holiday and seen across a 360-degree support campaign, which includes all new POS elements and merchandise.

The new suite of elements is highlighted by an all-new retablo display enhancer. The retablo, an iconic wooden altar commonly used during the holidays in Mexican households, was designed by artist Steve Simpson to pay tribute to an important aspect of Mexican culture.

Modelo will also be supported by national Hispanic and general market TV throughout October, leading into the holiday.

It’s Stein TimeSam Adams Octoberfest returns this August as one of the most well-recognized and beloved seasonal brews. What better way to enjoy an Octoberfest than having it poured in a half liter stein glass? Sam Adams glassware will be available for those Octoberfest drafts and advertising will all be centered around the stein glass, as well as TV and digital advertising and thematic POS featuring their signature stein.

Angry Orchard Bring Home the HarvestAngry Orchard is giving five lucky winners across the country the chance to win an all-expenses-paid, trip for two, to the Orchard for a VIP tour experience, followed by a cider dinner. The trip will take place during a month of the winners’ choosing between April 2019 and October 2019. The sweeps will run from August 17th until November 1st, 2018.


Programs

Red, White & Brew: Craft Beer & Wine FestivalThe 3rd annual Red, White & Brew: Craft Beer & Wine Festival takes place on Saturday September 29th from 1-4pm at Funspot, Weirs Beach in Laconia. This craft beer and wine festival offers live music, food, a car show and local vendors/artisans. This year promises to be bigger and better than ever with proceeds benefiting NH veterans, service members and their families. VIP Admission includes special early entry at 12pm. All admissions include a commemorative mug, while supplies last. VIP Admission: $40 & General Admission: $25. For tickets and sponsorships visit: www.vetscount.org/nh

Dogfish Head Flesh & Blood and Punkin … Oh My!Celebrate the season with Dogfish!

Off-premise, feature two brands that are perfect for the fall season: Flesh & Blood IPA and fan-favorite Punkin Ale. Punkin Ale is part of DFH’s 2018 Art Series and features artwork by Marq Spusta. Displays will incorporate thematic signage, pennant strings and banners.

On-premise, DFH will hold events on and around Halloween, using themed POS, pint glasses, coasters, buckets, pennant strings and even glow in the dark koozies! Events will feature Flesh & Blood and Punkin Ale, and will be activated nationwide

RethinkingRETAILLet’s Talk Draught Quality Serving your guests a brewery-fresh pint is easy and profitable. It just takes a little extra care.


AMOSKEAG’S HIGHLY knowledgeable sales team visits hundreds of accounts

each year, troubleshooting faulty draught systems, so they know the ins and outs of delivering an excellent product to customers.

Temperature is key, when a beer is having foam issues, some people mess with the pressure gauge to try to fix it, but 9 times out of 10, your problem is temperature. The most common reason for warm beer, which should be kept at 34 to 38 degrees, is excessive opening and closing of the cooler door. Do you store food items in your beer cooler? Is it left open, while morning or evening prep is going on? If so, chances are the actual cooler temperature is closer to 50 degrees. At this temperature, the beer, and more importantly the beer lines, begins to warm, making it almost impossible to serve a proper pint.

Another issue Amoskeag sees at many accounts is an insufficient stock of kegs. When beer is delivered, it may have warmed

up beyond the proper serving temperature. We suggest that beer sit for at least 24 hours in your cooler, prior to tapping, so the liquid chills to the correct temperature. Consider purchasing extra kegs to avoid having to tap the day of delivery. It will improve the quality of the beer and ultimately the amount of foam-free beer poured from the keg. If a beer cooler is running properly, chilling the beer to the proper temperature is an easy way to prevent foamy beer. But sometimes our sales team encounters technical problems from draught systems that aren’t properly balanced or maintained. A balanced system (in terms of pressure, temperature and cleanliness) delivers beer (not foam) at the rate of two ounces per second.

The other key is proper line cleaning. A recirculating pump is best to do the job and it should run for at least 20 minutes. “Another important thing to do, that a lot people forget (or just ignore) is taking the facets apart for cleaning,” says Tim Quinn, Amoskeag Sales Director and resident draught

specialist. “Sometimes there’s a lot of hard yeast built up that creates off flavors. It’s a problem I see often.” One final piece of advice from Quinn, to ensure the best draught experience for your customers, is to make sure the beer is poured properly from the tap. Hold the glass at a 45-degree angle so the beer will pour down the side of the glass. Grip the tap handle at the base, never at the top and open the faucet quickly. As the glass fills, gradually bring it upright and pour down the middle to form a proper head on the beer. Then, close the faucet quickly to avoid overflow. A couple of absolute don’ts from Quinn’s experience: never touch the glass with the faucet, never touch the beer or foam with the faucet and never open the faucet part way.

When draught beer is properly poured, customers are satisfied; retailers maximize efficiency & profits and create loyalty amongst customers. So, take the extra time to make sure you’re getting the most out of your draught system!

510 Hall StreetBow, NH 03304-3105

Celebrate the Start of Autumn with the Full Throttle Fall Weekend at New Hampshire Motor Speedway September 21st and 22nd

New Hampshire Motor Speedway will continue to offer great NASCAR racing in the fall with the inaugural Full Throttle Fall Weekend September 21st and 22nd in Loudon. The race weekend will feature three NASCAR sanctioned races on Saturday the 22nd with qualifying taking place on Friday the 21st.

Headlining the fall weekend will be “The Musket 250” NASCAR Whelen Modified Tour race, which will be the longest modified race in history. A K&N Pro Series East race follows that will include point leaders from the NASCAR Euro Series and NASCAR Mexico Series joining other drivers to vie for a victory. Capping off the day will be a NASCAR Canada Pinty’s Series Race featuring top drivers from north of the border – the first time in history the Pinty’s Series has raced outside of Canada!

With all the hot racing, Amoskeag Beverages will be there to cool down race fans and quench their thirst at the infield beer tent. Accessible with any grandstand ticket, the Amoskeag Beverages beer tent will allow fans a chance to be in the infield before and during the great racing action.

NUNO TELES - Amoskeag Beveragesfor a pint of Guinness, they’re not just getting a beer, they’re...

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