Spring 2015| V.11 AMOSKEAG BEVERAGES · brews stouts, IPAs, brown & red ales and hefeweizens. Be...

Retail Edge Seasonal Selections New Products ProgramsS T A R K B R E W I N G C O . | S P R I N G S E L E C T I O N S | M A R K E T I N G P L A N N I N G

Spring 2015 | V.11 AMOSKEAG BEVERAGES

RED BULL WINGS FOR EVERY TASTE.

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

AMOSKEAG HAS BEEN DISTRIBUTING BEER FOR MANY YEARS. OUR vision for the company is to be recognized by our peers, suppliers and retailers as the very best in the business through superior

service, innovation, character and culture. To keep up with the changing industry, we’ve had to adjust the way we sell beer from time to time. One such instance was in the 80s, when we introduced our telephone sales department, otherwise known as Tel-Sell.

Currently, there are two veteran sales people who make up this department, selling beer to more than 650 accounts over the phone. Joanne DeStefani and Bruce Waldo have a combined 60 years of beer sales experience, and they are an integral part of Amoskeag’s sales department. They are responsible for delivering sales results by contacting their assigned customers via telephone and securing orders. In addition, they are available to answer questions, help with billing inquiries and resolve any

issues that may arise for their customers. Joanne and Bruce also manage marketing and promotional activities for their accounts and are on the road one day a week to visit customers. “Tel-Sell is considered inside sales at Amoskeag, not order-taking. Our Tel-Sell accounts are just as important to us as any of our other customers,” says VP/Marketing Director of Amoskeag Beverages, Kevin Emmons. Amoskeag is committed to this program, as we view it as a strategy to improve sales, distribution and service to our Tel-Sell accounts. We are very happy to feature one of our many Tel-Sell success stories in this issue’s On-Premise Spotlight. Read all about Jonathon’s Lounge on page 4.

After this brutally long New Hampshire winter, we hope this edition of Heady Times gets you excited for the upcoming spring & summer products and programs that Amoskeag has to offer. It’s time to put the cold weather behind us and get ready for warmer days!

As always, thank you for your business!

In This ISSUE

Cover Story ��1

Brewer Highlight ��2

The Big Deal Convenience Store ��3

Jonathon’s Lounge ��4

New Products ��5

Seasonal Selections ��7

Programs �� 11

Retail Edge �� 13

Letter toTHE TRADE

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

CoverSTORY

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Red BullWings for Every Taste.

I NSPIRED BY FUNCTIONAL DRINKS FROM THE FAR EAST, AUSTRIAN businessman, Dietrich Mateschitz created the formula for Red Bull Energy Drink and developed a unique marketing concept for the brand.

On April 1, 1987, Red Bull was sold for the very first time in its home market of Austria. This was not only the launch of a completely new product, it was the birth of a brand new beverage category. Today, Red Bull is available in more than 165 countries and approximately 40 billion cans of Red Bull have been consumed to date.

Through the years, the company has seen major success with Red Bull, Red Bull Sugarfree and Red Bull Total Zero, so naturally they continued

to add to their lineup. The Red Bull Editions line was launched in 2013 in Cranberry (Red Edition) and Blueberry (Blue Edition) flavors. This line extension has also been extremely successful, garnering over $300 million in annual sales and it resonates well with Millennial consumers. Red Bull Tropical (Yellow Edition) performed exceptionally well in a limited launch in 2014 (as Red Bull’s Summer Edition) and will be returning as a permanent SKU this spring. Red Bull is continuing the momentum by expanding the product line in 2015, launching three new flavors – Orange, Wild Cherry and Tropical. The expansion demonstrates Red Bull’s commitment to offering consumers more choices. These additional flavors will continue to reach new consumers and encourage increased purchase among current drinkers who enjoy Red Bull while working, studying, traveling, playing sports or juggling the daily demands of life.

Both the Orange and Cherry Editions offer the additional benefit of zero calories and zero sugar. According to Mintel, the world’s leading marketing intelligence agency, sugar, calories and taste are key category barriers, so Red Bull Orange and Cherry Editions should attract new drinkers. In fact, Nielsen data shows that 59% of the growth of the energy drink category is from flavored energy drinks with zero calories.

“To best meet consumer preferences, all single serve Red Bull Editions will be sold as 12 oz. SKUs – which generate the most dollar volume and growth,” reports Red Bull. A 12 oz. Red Bull contains 114 mg of caffeine, the same as a 12 oz. serving of home-brewed coffee.

Red Bull will continue with top-notch marketing and advertising campaigns to support their products, while breaking the traditional rules of marketing – reaching consumers in innovative ways. One such event took place in January. Red Bull Frozen Rush returned to the slopes of the Sunday River Ski Area in Maine and it was a great success.

With its high-profile sponsorships of extreme sports and adrenaline-junky stunts, and the launch of three new Editions, 2015 looks to be another banner year for this energy drink giant.

“Red Bull will continue with top‑notch marketing and advertising

campaigns…while breaking the traditional rules of marketing…”

Peter Telge Stark Brewing Company

STARK BREWING COMPANY AND MILLY’S TAVERN ARE TWO companies working under one roof at 500 Commercial Street in Manchester. The Stark Mill Brewery emerged through the hard

work of master brewer and restaurateur, Peter Telge. Telge’s love for making beer began in the late 80s, when he brewed small, experimental batches in his home. After years of perfecting his craft, Telge opened the original brewpub in the Stark Mill Brewery in 1994. Since then, he has garnered dozens of awards for his beer, at both national and international competitions. Telge’s ethos is simple, “Stark Brewing Company is dedicated to the art of creating fine, craft ales using Old-World techniques and the finest ingredients on earth, resulting in the best beer on the planet.”

Telge, a New Hampshire native, has a long history in the restaurant business. He began as a bartender at UNH in 1977 and continued to work in the industry until he graduated college in the early 80s. Telge was an athlete who spent his days studying and playing tennis, while tending bar at night to pay for tuition.

But it wasn’t until 10 years later that he was inspired to open Milly’s Tavern. In 1992, Telge attended the Boston Beer Festival. He was blown away by the kindness and camaraderie of the specialty beer brewers. They were one big, happy family who were excited about the emerging industry. At the time, there were no breweries in all of New Hampshire, so Telge spent the next year planning his venture to bring craft beer to the state. When the mill building became available for purchase at auction, Telge leapt into action and put his life savings into what would become the Stark Mill Brewery.

Today, Milly’s Tavern serves as the official tasting room for Stark Brewing Company. You can’t miss the large, stainless steel brewing fermenters with a copper clad, brew kettle and mashtun located right behind the bar. Since 1994 the Stark Brewing Company has brewed hundreds of recipes and won dozens of awards for their special creations. Their beer selection runs deep. Although known as the ale specialists, Stark also brews stouts, IPAs, brown & red ales and hefeweizens. Be sure to try their award-winning and most popular offereings, Milly’s Oatmeal Stout and Mt. Uncanoonuc Golden Cream Ale or one of their seasonal selections. The great tasting brews and dedicated staff keep this Queen City brewery in high demand.

“Stark Brewing Company is dedicated to the art of creating fine,

craft ales using Old‑World techniques and the finest ingredients

on earth, resulting in the best beer on the planet.”

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BrewerHIGHLIGHT


The Big Deal Convenience Store

YOU’VE PROBABLY HEARD PEOPLE TALKING about it, but Heady Times wanted to see firsthand what the “big deal” was about the

convenience store in Stofford. So off we went, cruising west on Rte. 9 toward Vermont. Upon arrival at the bustling convenience store and Irving gas station, we were met by owner, Paul Saba, who purchased the store in 2008. After some major renovations, he opened The Big Deal in January, 2009.

The business grew quickly, and last year Saba added a large wine section and expanded the beer selection, which has been a very successful move for the savvy businessman. It’s hard not to notice the endless variety of beers that neatly line the aisles and fill the 13 cooler doors. At The Big Deal, not only can you find the hard-to-come-by, limited release beers, but customers can also load up on products from local breweries such as Moat Mountain Brewing and Woodstock Inn Brewery. Local beers are in especially high demand in the summer months when the population swells with summer tourists. “We pride ourselves on providing our customers with the products they want at the most competitive prices in the area,” says Saba. Deep discounts can be found on the big national brands like Coors and Miller which Saba purchases in large quantities. “With over 700 beer offerings, we’ve got something for everyone.” The store is fully stocked with non-alcoholic products as well, from a full line of soft drinks to every flavor of Red Bull available.

It was lunchtime when Heady Times visited, and the pizza parlor located within the store, was filling up with hungry guests. “Our pizza is made from scratch, and we offer homemade soups and subs as well,” Saba says. With the help of his wife, he also hopes to add some traditional Lebanese specialties to the menu in the near future.

Convenience is a major attribute of The Big Deal. Customers can stop in, while getting their gas, to grab coffee, cigarettes, lottery tickets or other convenience store sundries. “One of our goals is to make life as easy as possible for our customers. We try to have the things they’re looking for stocked at all times,” states Saba.

For Saba, success is more than having a busy store and gas station with a hoppin’ restaurant and an extensive beer & wine section. It’s about understanding customer’s needs and having a commitment to the community. The Big Deal sponsors various area events and they are an active supporter of local schools.

With an awesome location and a diverse selection of products and services, all available in one convenient place, Paul Saba has made The Big Deal a very big deal.

Off-PremiseSPOTLIGHT

Caitlin Scanlon, Paul Saba and Jennifer Brown of The Big Deal Convenience Store

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Jonathon’s Lounge

CONVENIENTLY LOCATED ON ROCKINGHAM Road in Windham, Park Place Entertainment Center has transformed from a mere bowling

alley opened in 1982, into a full-service fun center for the whole family with 36 bowling lanes, a pro shop, arcade, restaurant and lounge.

Jonathon’s Lounge is a hot spot that has been a successful addition to the facility. With a mix of high-top tables, bar seating and cozy couches, the lounge is able to accommodate 100 patrons comfortably. And, Jonathon’s not only offers a full service bar with 10 draft lines and a plethora of bottled beer, the lounge also features Innerstar karaoke, live telecasts of all NE sports teams on huge high definition TVs and tasty bar fare.

Long-time employee and manager, Rosalie Riley says, “Our customers have commented on our vast beer selection, and my Tel-Sell rep, Joanne does a great job updating me on new products that she knows will sell well here. I can’t keep up with all the changes in the beer market, so she keeps me up-to-date on everything.” And the suggestions have paid off. Beer sales at Jonathon’s Lounge have been up 40% the last two years, with both Angry Orchard and PBR in high demand, and the newest addition to their draft lineup, Shiner Bock, has been met with rave reviews!

While enjoying luscious libations and delicious food at Jonathon’s, many patrons enjoy the televised sporting events, while others stop in to check out the “no joke” karaoke on Thursday, Friday and Saturday nights. It’s not the same ol’ karaoke you may be used to in the bar scene – participants really bring their A-games! “The singers are great,” says Riley, “but they all remain unpretentious and it creates an incredibly enjoyable experience for everyone.” They’ve even had winners go on to national competitions in Las Vegas!

Riley and her staff use social media sites like Foursquare, Yelp and Facebook to keep the public informed of upcoming events at Jonathon’s. Whether it’s a Super Bowl bash with a free buffet or a fundraising event for the Relay for Life charity they’ve supported for many years, their customers are always made aware. A touching event was held last year at the lounge to benefit a loyal employee who passed away. “We have the best customers, staff and suppliers who all came together to help raise money for the family of a treasured employee,” says Riley. “We were able to raise over $13,000 dollars in one day! The event truly restored my faith in humanity.”

If you’re looking for fun, food, drinks and entertainment in a casual atmosphere, surrounded by great people, don’t wait for a special occasion, get your night rolling at Park Place and Jonathon’s Lounge tonight!

On-PremiseSPOTLIGHT

Manager of Jonathon’s Lounge, Rosalie Riley

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NewPRODUCTS

Harpoon Cans Now Available Year-round

For more than 25 years, Harpoon has brewed beer to celebrate the changing of the seasons. In 2010, they introduced another reason to look forward to sunny weather: Harpoon cans. And now, they’re offering cans year-round! You’ll be able to make Harpoon, UFO and Craft Cider a part of ALL your adventures, like hiking, camping, skiing, picnicking and, well, you get the picture. Not to worry, it’s the same great, fresh Harpoon and UFO beer, just in a different, easier to take-along package. The following Harpoon offerings are available in 12 oz. cans: Harpoon IPA, Harpoon seasonals including The Long Thaw, Summer Beer, Octoberfest and Winter Warmer, Harpoon

Craft Cider, and four UFO offerings: UFO White, Big Squeeze, UFO Pumpkin, and UFO Gingerland.

The New Corona CanThe Corona Bottle has long been an icon of carefree enjoyment. In 2015, Corona is re-launching its cans to bring the bottle’s essence to the can format. With a bold new Corona Extra can design, refreshed packaging for Corona Extra and Corona Light, and new Corona 24 pack cans, Corona is opening a huge opportunity for retailers. Robust advertising support, including English and Spanish TV as well as digital and out-of-home marketing, will make the Corona can re-launch the biggest product launch in Constellation history! Availability: Year-round, beginning in April

Mike’s Hard Fridge Packs Mike’s is best enjoyed fridg-ed cold and Mike’s Fridge Packs are the perfect fit! Available in the sweet and refreshing, Mike’s Hard Lemonade and the patriotic Flavors of America Party Pack that includes: Hard Lemonade, Hard Black Cherry Lemonade, Hard Peach Lemonade and Apple Ale, the convenient 12 oz. can packs are perfect for all of your warm weather festivities. Availability: Year-round, beginning in March

Magners Rebrand The world’s #1 Irish cider is excited to announce a refreshed look to packaging across all products in the portfolio in the United States! The packaging is moving to a brighter palette of green and yellow, while bringing the essence of the apple to help better tell the consumer what is in the bottle. The changes better capture the values at the heart of the Magners brand, while creating a new and contemporary look and feel to the packaging. The new design is more modern, but with references to the iconic cider vats that people will always associate with Magners. Availability: Year-round, beginning in April

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NewPRODUCTSBrooklyn Sorachi AceBrooklyn Sorachi Ace is a classic saison, an unfiltered golden farmhouse ale with a wonderfully clean malt flavor and the quirky, Sorachi Ace hop, standing front and center. Dry-hopping releases Sorachi Ace’s bright, spicy aromatics to tickle the nose before ascending into a fine harmony between pilsner malt and playful Belgian ale yeast. Named after the Sorachi region of Hokkaido, Japan, the Sorachi Ace hop was developed by a large Japanese brewery in the late 1970s. A cross between British Brewers Gold, Japanese “Beikei No. 2” and the famed Czech Saaz, it had a unique lemony-herbal scent, but this hop was odd and ended up being quickly banished to a laboratory. In 2008, the Sorachi Ace hop was quietly revived by a family farm in Washington State. Less than a year later, Brooklyn Brewery made it the star of one of their favorite beers ever. Dry, sharp and crackling with flavor, Brooklyn Sorachi Ace is reminiscent of lemongrass, verbena, dill and lemon peels. ABV: 7.2% Package: 12 oz. bottles only Availability: Now!

Smuttynose Cans Available Year-round This SpringAfter years of requests, Smuttynose is bringing its best-selling beers to a more cylindrical, less breakable package! Just in time for warm weather adventures, both Smuttynose IPA and Vunderbar Pilsner will be available in a much more versatile package that can go everywhere bottled beer can’t. Availability: 12 oz. cans will be available year-round, beginning in April

Otter Creek Backseat BernerLoaded with Citra, Simcoe and Cascade hops, this IPA is perfect for any time of year. Pack up

your best buds and partake in this juicy exploration of American hops. ABV: 7% Packages: 12 oz. bottles and draught Availability: Year-round, beginning in April

Red Bull Orange, Cherry and Yellow Editions The newest flavors in the Red Bull Editions lineup have the great tastes of Orange, Wild Cherry and Tropical fruits with the wings of Red Bull. Packages: Orange & Yellow are available in 8.4 oz. and 12 oz. cans Cherry is available in 12 oz. cans only Availability: Now, year-round

Smirnoff Ice Watermelon MimosaPreviously part of Smirnoff Ice’s seasonal line of sparkling beverages, Watermelon Mimosa will soon be available year-round! The Smirnoff Ice Sparkling line is one of bartender-inspired, sparkling beverages that deliver a premium taste experience with the perfect balance of flavor, sweetness, alcohol and a little extra carbonation; the refreshing taste of a cocktail, with the format and convenience of a beer. Watermelon Mimosa delivers a premium taste experience with the perfect balance of flavor, sweetness, alcohol and a little extra carbonation. Not too sweet or overly flavored, Watermelon Mimosa is a refreshing mixture of prosecco, watermelon and berry flavors. ABV: 5.8% Package: 11.2 oz. bottles only Availability: Year-round, beginning in March

Angry Orchard Summer HoneyAngry Orchard’s spring seasonal cider is light and refreshing with subtle notes of honey. ABV: 5.5% Package: 12 oz. bottles only Availability: Now!


SeasonalSELECTIONSWhen 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.

SeasonalSELECTIONSSamuel Adams Summer AleThis American wheat ale uses malted wheat, lemon peel and Grains of Paradise to create a crisp taste, spicy flavor and medium body. The ale fermentation imparts a background tropical fruit note reminiscent of mangos and peaches. All of these flavors come together to create a thirst quenching, clean-finishing beer, perfect for those warm summer days. ABV: 5.3% Packages: 12 oz. bottles, cans and draught Availability: Now!

Samuel Adams Porch Rocker Porch Rocker was inspired by traditional Bavarian Radlers that mix beer with German-style lemonade. For this bright and citrusy Radler, Helles beer is blended with lemon for a fresh-squeezed lemon taste, effervescent sweetness and slightly tart, refreshing finish. A light malt character and a hint of hops balance out this summer brew. ABV: 4.5% Package: 12 oz. bottles only Availability: April

Samuel Adams Beers of Summer This variety pack is chock full of five delicious brews including: the flagship, Boston Lager, the seasonal wheat, Summer Ale, the Kolsch style, Porch Rocker, the session IPA, Rebel Rider and the German pilsner, Downtime Pilsner. Availability: Now!

Blue Moon Brewmaster’s Summer SamplerEnjoy all the flavors of summer with the Blue Moon Brewmaster’s Summer Sampler. Six Artfully Crafted varieties are available in this seasonal mix pack, including Blue Moon Belgian White Belgian-Style Wheat Ale, the summer seasonal Summer Honey Wheat, the new Cinnamon Horchata Ale, Expressionist Collection beer Farmhouse Red Saison/Flanders-Style Ale, limited-release Blackberry Tart Ale, and the new White IPA. Availability: April

Smuttynose HayseedHayseed is brand new to Smuttynose’s seasonal rotation. This flavorful but light, saison-style beer is brewed with barley, oats and wheat, and fermented with a spicy French saison yeast. It’s perfect for hikes in the Whites, relaxing at the beach or playing fetch with your old brown dog. ABV: 3.8% Packages: 12 oz. bottles and draught Availability: Now!


SeasonalSELECTIONS

Narragansett Summer AleThis sessionable blonde ale is made with 2-row pale malt and Citra hops. Aromas of citrus and passion fruit are very evident, but mild on the palate. This one’s perfect for warm weather drinking. ABV: 4.2% Packages: 12 and 16 oz. cans Availability: Early April

Narragansett Del’s Shandy Del’s Shandy is a collaboration between the iconic Rhode Island beer and the region’s favorite summertime treat, Del’s frozen lemonade. The two flavors are combined to create a most refreshing adult beverage. One sip leads to another. Taste and enjoy for yourself… it’s refreshingly different! ABV: 5% Packages: 12 and 16 oz. cans Availability: Now!

Stone Delicious IPAThis deep golden, citrusy ale is dry-hopped exclusively with El Dorado hops added late in the boil, both abundantly and exclusively during the dry-hop stage, providing the beer with prevalent herbal, citrus and lemon-candy flavors and aromas. An earlier hop addition of Lemondrop complements the El Dorado hops perfectly, enhancing the beer’s bold lemon taste. Stone Delicious IPA has a mild, dry malt character and the copious hop traits of a traditional West Coast IPA. The hop flavors really explode with a dominant flavor that reminds many of a lemon Starburst candy!

As if that’s not enough, this deliciously citrusy, hop-driven IPA is crafted in a way which reduces the gluten content! When Stone developed this beer, they took the opportunity to go a step further and do something they’d spent over a year researching and perfecting: creating a beer that makes it possible for nearly everyone to experience their aggressive, no-holds-barred approach to craft brewing. It’s a flavorful, cutting-edge, modern-day IPA for everyone. ABV: 7.7% Packages: 12 oz. bottles and draught Availability: Now!

Harpoon Summer Vacation You don’t need to take off to enjoy a vacation (although it certainly helps). Sure, taking over a beach house is great, and a night in the mountains can be interesting, but there’s a lot to be said for taking the warmer months as they come – and enjoying them. With fresh Harpoon beer, some friends, a grill and warmer weather, even an afternoon at home can be a vacation. Enjoy all of your warm weather occasions with the Harpoon Summer Vacation mix pack including: Harpoon IPA, Harpoon Summer Beer, UFO White, and UFO Big Squeeze Shandy. Take a vacation, anytime you want, with Harpoon. Availability: Now!

Harpoon Summer BeerThis light and refreshing Kölsch-style beer appears to resemble a lager rather than an ale. The style is a testimony to the broad spectrum of characteristics an ale can produce, as well as the brewer’s art. The body is soft and delicate with a dry, crisp finish. ABV: 4.8% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Now!

UFO Big Squeeze ShandyTo create this delicious shandy, the folks at the brewery loaded up their vans and headed to the beach where they spent days “researching” every combination of fresh fruit juice and beer they could think of until a combination was discovered that made the decision easy. Sweet with a hint of tartness from the grapefruit, UFO Big Squeeze Shandy is perfect for all your summer adventures. Try it with grilled citrus chicken or fish tacos. ABV: 4.5% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Now!

SeasonalSELECTIONS


Woodstock Inn Summer BrewSummer Brew is a crisp and crushable beer that is brewed with pilnser malt and Saaz hops. This brew pairs well with any outdoor activity. Conveniently, each 12 pack contains a plastic bag so you can easily carry your cans or use it for empties! ABV: 3.9% Packages: 12 oz. bottles, cans and draught Availability: April

Woodstock Inn Kanc Country Maple PorterKanc Country Maple Porter is a limited, yearly release that Woodstock Inn brews with real New Hampshire maple syrup. They add 30 gallons of syrup to each 30 barrel batch! This dark, full-bodied porter has a black patent malt character that shows through in the beginning with a silky smooth finish. ABV: 6% Packages: 22 oz. bottles and draught Availability: March

Smirnoff Ice Sparkling Pink GrapefruitSmirnoff Ice is happy to present their newest seasonal, Sparkling Pink Grapefruit! The Smirnoff Ice Sparkling line is one of bartender-inspired, sparkling beverages that deliver a premium taste experience with the perfect balance of flavor, sweetness, alcohol and a little extra carbonation; the refreshing taste of a cocktail, with the format and convenience of a beer. New Sparkling Pink Grapefruit brings together some of the most preferred flavors of summer with the glitz and glam of Sparkling. ABV: 5.5% Package: 12 oz. bottles only Availability: April

Smirnoff Ice Sparkling Collection

The new, Sparkling Collection from Smirnoff Ice is just the right mix of flavor, perfect for all of your warm weather get-togethers! The variety pack includes: Sparkling Strawberry Bellini, Watermelon Mimosa, Peach Bellini and the new, Pink Grapefruit! Availability: May

Saranac 12 Beers of Summer12 Beers of Summer is back for 2015 with three returning favorites: Legacy IPA, Summer Pils and Cloud Splitter White IPA, and the new, hop-forward session IPA: Gen IV! This variety pack is the perfect summer companion! Availability: April

Woodchuck Summer TimeNew look, same great cider! Summer time is the perfect time for sipping cider. Woodchuck Summer Time delivers a crisp apple cider topped off with a touch of

blueberry juice. This cider was crafted to be as refreshing as a summer day is long. ABV: 5% Package: 12 oz. bottles only Availability: Now!

Switchback Citra PilsAfter a traditional six-week lagering process, this beer is dry-hopped with a blend that includes Citra hops. The bright lemony citrus notes of the Citra hops complement the noble Saaz character perfectly, yielding a delightfully refreshing pilsner with a decidedly nontraditional twist. It’s 100% naturally conditioned and unfiltered… a special “twist” on a classic pilsner. ABV: 5.1% Packages: 22 oz. bottles and draught Availability: May


SeasonalSELECTIONSSierra Nevada SummerfestSierra Nevada’s crisp summer lager is back again in 2015. This pilsner-style beer is brewed in the original Czech tradition. Crisp, golden, dry and incredibly drinkable, Summerfest has a delicate and complex malt flavor and a spicy and floral hop character from the use of traditional European hops, making it the perfect warm weather beer. ABV: 5% Packages: 12 oz. bottles and draught Availability: April

Sierra Nevada Summer PackAs days grow longer and temperatures rise, grab a few cold beers, rally your friends and head out to explore the summer. Sierra’s Summer Pack features four beers ranging from fruit-forward and hazy to crisp and hoppy for endless enjoyment in the summer sun. This all-new pack features: Pale Ale, Nooner Pilsner, Kellerweis Bavarian Wheat Beer, and a new West Coast-style, Kolsch. Availability: May

Sierra Nevada HoptimumThis April will see the 2015 release of Hoptimum, Sierra Nevada’s whole-cone hurricane of hop flavor. This massive double IPA pushes the extremes of hop flavor. It is aggressively hopped, dry-hopped AND torpedoed with exclusive new hop varietals for ultra-intense and resinous hop flavor and aroma. ABV: 10.4% Packages: 12 oz. bottles and draught Availability: April

Moat Mountain Matilda Red Rage

Red Rage is Moat Mountain’s version of a classic Irish red ale. Initial flavors of caramel and toffee give way to a lightly roasted, grainy finish. Copper in color, this beer is unfiltered for a full mouth feel, and firmly bittered to balance the malt sweetness. ABV: 5.4% Packages: 16 oz. cans and draught Availability: April

Cisco Brewers Nantucket Summer of LagerSummer of Lager, is making its annual appearance and signaling the start of summer on Nantucket… or anywhere else! This dry Bohemian pilsner-style brew is a crispy lager that has a light, hoppy nose with a robust body and a clean finish. ABV: 5.5 % Packages: 12 oz. bottles and 12 oz. cans Availability: Now!

Magic Hat Stealin’ TimeStealin’ Time is a hazy Summer wheat sipper that will while away the days with a light malt sweetness, balanced by hops and a pinch of ginger. Enjoy a summer fling…with a zing! ABV: 5.5% Packages: 12 oz. bottle and draught Availability: Now!

Programs


Coors Light Wednesday Night RivalriesTune in to the NBC® Sports network on Wednesday nights in March and April for NHL® Wednesday Night Rivalry® games sponsored by Coors Light, the Official Beer of the NHL. Let’s Go Bruins!

Celebrate Blue Moon Belgian White Belgian-Style Wheat Ale’s 20th AnniversaryThe 20th anniversary of Blue Moon Belgian White is this summer, but Blue Moon is kicking off the celebration early! From April through June, invite consumers to join in the festivities by getting their hands on complimentary 20th Anniversary glassware. Artfully Crafted point of sale will direct consumers to BlueMoonGlassware.com where they can receive two limited-edition 16 oz. pilsner glasses for just $5 for shipping and handling while supplies last!

Coors Light March for Adventure

This March, Coors Light will be sending a winner and three

friends to Indianapolis for a three-night weekend starting on April 4, 2015. Winners of this national promotion will be awarded a Silver

Pass with flight and hotel to fuel their March

for Adventure. Fans just have to follow @CoorsLight,

and Tweet using #SilverPassEntry from March 2nd to the 27th for a chance to win!

Programs


Cinco de Mayo is quickly approaching, which means it’s time to meet your amigos for some chips and guac, big laughs and of course, a few Coronas – the cerveza for all Cinco fiestas. In 2015, Corona will present an all new, 360° campaign to enhance the festivities and encourage friends to get out and celebrate Corona de Mayo together. The new campaign includes vibrant, thematic POS, an all-new national TV spot with increased media support and the first ever Cinco digital campaign to drive awareness and bring in new Corona drinkers leading up to the brand’s most ownable holiday. With Cinco falling on a Tuesday in 2015, on-premise accounts can start the Cinco celebration sooner and have it last longer with cinco days of Cinco events and activities throughout the weekend!

Celebrate Cinco de Mayo with Modelo EspecialIn 2015, Modelo Especial is launching a new festive look inspired by iconic cues bringing forth the authenticity of the brand. The all new festive POS and merchandise invites consumers to celebrate with the authentic lager. Over the past four years, Modelo Especial has grown 11.6 million cases, outpacing the competition by 6.6 million cases, and continues to lead the growth at Cinco!

Mike’s Hard Lemonade Partners with The Boot Campaign Mike’s Hard Lemonade has partnered with The Boot Campaign, an amazing organization whose mission is to promote patriotism for America and our military community, raise awareness of the unique challenges service members face during & post-service and provide assistance to military personnel, past and present, and their families. Mike’s will donate $0.25 per Fridge Pack sold, up to $125,000, to this extremely worthy cause!


RetailEDGEMarketing Planning By George Latella

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

With the Big Game behind us and spring around the corner, it’s a great time to start your planning process. You may have heard the sayings, “If you fail to plan, you plan to fail” or, “Plan your work and work your plan.” But what do they really mean? Many of you reading this may not have a plan. Planning does not insure success, but it does greatly improve your odds of being in business for a long time.

The model that I use for marketing planning, regardless of the size or type of business, is as follows:

The first step in the planning process is to analyze the external environment. These are the things that are outside of your control, but can significantly impact your business in both a positive and negative way. Typically, we start with a lengthy discussion of the following areas and work with our clients to identify the extent to which they impact their business.

What is happening in the political arena? Does a particular party or person help or hurt what you are trying to do?

Are there any legal rulings on the horizon? This could be specific to alcohol or things like zoning, parking, lawsuits that impact retailers, distributors, restaurants etc.

Is the economy improving or declining? How does your company perform in either situation?

What are the social trends? Social Media, texting, eat-in versus take-out, buying local, food trucks, BYOBs, cans vs. bottles vs. draught, drinking with friends vs. drinking alone and so on.

How does technology impact your business? Think smart phones, e-commerce, POS systems, tablets, equipment, delivery trucks, GPS etc.

Competitive analysis is next. We guide our clients through an exercise to identify and evaluate direct and indirect competitors. Don’t just think about the ones that

look and act like you do. How do they compete? Where are they strong? Do they have a weakness?

Next, turn your focus to the internal environment. These are controllable factors.

What is your company all about? (Brands, categories, services offered)

How is your management team set up?

Who are your current heavy users? (Primary target market)

How is your product/brand currently positioned to the target market?

Evaluate your current strategy and marketing mix. Be critical!

This helps identify what your company/product has to offer. It should also identify whether or not your company is successful and/or has fluctuations in demand which might require promotional assistance.

Finally, we help perform a SWOT analysis. This identifies the strengths and weaknesses as well as opportunities and threats that come out of external, internal and competitive analysis. If you can put one of your strengths against a competitor’s weakness, you will generally be very successful. Similarly, if you can improve upon or eliminate a weakness, that gives your competition one less way to attack you.

At this point, you have the framework or outline for a marketing plan. You can develop your product, price, promotion and distribution strategies & tactics and start the game. This is something you can do yourself if you have the time and expertise or have someone help with this process. “Plan your work and work your plan!”

510 Hall StreetBow, NH 03304-3105

Show Your Support this Memorial Day, Monday May 25th

Amoskeag Beverages is teaming up with the New Hampshire Fisher Cats to honor our Veterans, Active Service Members, their families and guests. Amoskeag employees will be collecting donations and/or selling tickets to the Fisher Cats vs. Altoona Curve game. This great event will be held at Northeast Dental Stadium, home of the NH Fisher Cats at 1:35 PM on May 25, 2015. Vouchers can also be purchased to use at future Fisher Cat games. A portion of all the proceeds collected by Amoskeag Beverages will be donated to the VA Medical Center in Manchester/ VAMC.

Spring 2015| V.11 AMOSKEAG BEVERAGES · brews stouts, IPAs, brown & red ales and hefeweizens. Be...

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