Retail Edge Seasonals The Beer Guy New Products ProgramsPETER EGELSTON OF SMUTTYNOSE BREWING CO. | SUMMER SELECTIONS | BEER STORAGE

RETROSELLS

Summer 2014 | V.8 AMOSKEAG BEVERAGES

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

A hint of summer is all it takes to get us Granite Staters outside andenjoying the nice weather…especially after the winter and spring weendured. We don’t need to venture too far from home when there’s

so much to do in our own backyard. Whether it’s heading to the lakesregion, driving up to the mountains or making our way to the beautifulseacoast, New Hampshire is the place to be! Check out the New HampshireDivision of Travel & Tourism’s website at visitnh.gov where you will find awealth of information on our state and many things to keep you busy. Canyou guess what the most popular link on the site is? Yep – the NH BreweryMap & Tour Guide.

We have a thriving beer scene here in New Hampshire and with the growthof the craft industry, beer enthusiasts have plenty of options. NewHampshire is quickly becoming filled to the brim with an assortment ofbreweries, nanobreweries and brewpubs. Scattered around the state, theyare brewing up a grand variety of flavors and styles, all with their ownpersonalities.

Summer is the perfect time to explore our state and support our localbrewers. Enjoy the nice weather and what New Hampshire has to offer!

Thanks again for choosing Amoskeag Beverages. Cheers to a great summer!

In ThisISSUE

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

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

Barb’s Beer Emporium...........3

Makris Lobster & Steak House ........................4

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

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

Available Year-Round ...........9Perfect for the Season

Programs.............................9

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

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

Letter toTHE TRADE

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

This issue is dedicated to Gary Hawkes & Michael Weingartner, you are greatly missed.

CoverSTORY

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IT’S THE KIND OF BEER YOU CAN SIT BACK WITH ANDhave friends over for a barbeque,” said a customer putting two cases ofbeer into his car. It also has just 4.5% ABV. “You can drink a bunch of

them over the course of a day… I get a lot of enjoyment out of this beerwithout feeling stuffed.”

That’s one satisfied customer, but which beer is he talkingabout? It’s Coors Banquet, an American original firstbrewed in Colorado’s Rocky Mountains in 1873 whenmen swarmed over the area to work in silver mines.The miners served it at their “banquets” and thename stuck. Crisp, clean and refreshing, too manypeople overlook this premium, medium-bodied lager.

That is until recently. Sometimes called heritage orretro brands, there’s a growing interest in breweriesthat were founded way before Prohibition. In the1940s and 1950s, beers from old school brewerieswere everywhere in their home markets. Like a symbol on a map, taphandles for hometown favorites revealed what part of the country youwere in. If you could order a Coors Banquet, you were definitely outwest. Unpretentious and sold with minimum fanfare, these beers werebrewed for everyone’s enjoyment and there is something very“democratic” about that.

Heritage beers have a lot of appeal to many drinkers today. Perhaps it isa reaction to an implied message that if you don’t like other kinds ofbeer, you’re not cool. The folks who have rediscovered Coors Banquet,and other beers like it, will make up their own minds, thank you verymuch. They like what they like and make no apologies for what theychoose to drink. As the man said, “I get a lot of enjoyment out of thisbeer…” Of course he does. Nostalgia alone doesn’t keep a brand going.It’s about the liquid. The beer has to taste great.

The Limited Edition Original Can from Miller Lite was reintroduced quitesuccessfully with a little help from Hollywood and consumer’s love forall things retro. The release of the old school can coincided with theDecember 2013 debut of “Anchorman 2: The Legend Continues,” inwhich characters drink the beer in the original can. Miller Lite’s initialplan was to feature the white can only for a limited time, but becauseit was such a hit with consumers, executives quickly decided to extendthe sale of the retro packaging through September of this year. “Peopleare seeking authentic brands today,” said Ryan Reis, Senior Director ofthe Miller family of brands at MillerCoors. “The white can turns people’s heads.”

Steven Grasse, a beer and spirits guru, whoseaccomplishments includeHendrick’s Gin and SailorJerry Spiced Rum, resurrectedthe New England favorite,Narragansett. He was recentlyquoted in Food & Winemagazine saying that hecreated Sailor Jerry because hewanted to make something forthe average Joe. Narragansett hasthat same kind of appeal. Brewedfor 120 years in Rhode Island,Grasse revived the brand with retro-styletall boy cans. “Gimme a ‘Gansett” was abar call heard even in Fenway Park.Narragansett Lager is easy drinking ofcourse. It’s got a lot of flavor for apremium beer and just the right amount ofbitterness for added refreshment.

The next generation of beer drinkers hasdiscovered that what is old can be greatagain. With genuine flavor, sessionabilitiyand authenticity in spades, heritage beerscan provide a bridge to bigger beers. Butthat doesn’t mean they’ll be left behind.There is enough room at the bar for beerslike Coors Banquet and Narragansett Lagerto peacefully co-exist with all the new-comers. To borrow a phrase from anotherold-timer, President Ronald Reagan, “Wepromise not to hold their youth andinexperience against them.”

Retro Sells

“

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BrewerHIGHLIGHTPeter EgelstonSmuttynose Brewing Co.

SMUTTYNOSE BREWING CO. WILL SOON TURN 20 YEARS-OLDand the brewery is receiving the best birthday present… a newhome! Heady Times was fortunate enough to get a behind-the-

scenes look at the brand new, 42,000 square-foot Smuttynoseproduction facility. Owner, Peter Egelston lead the tour of his state-of-the-art brewery located on Towle Farm Road in Hampton which sitsperched on 14 gorgeous acres of fields and forests with two historicbuildings on site.

In 1986, Egelston left his teaching gig in NYC (after a little prodding)to help his sister open the Northampton Brewery in Massachusetts.Egelston eventually became head brewer, a position he held until 1991when the siblings opened the Portsmouth Brewery, New Hampshire’sfirst brewpub. In 1993, Egelston went off on his own and purchased theold Frank Jones Brewing Company in Portsmouth which became

Smuttynose. The Smuttynose brand took off and soon they needed moreroom to expand. “We actively searched for a site for our new brewingfacility for 10 years. There were quite a few ups and downs in theprocess,” says Egelston. Once they found the Towle Farm site, theyknew it was meant to be.

Their new home, which will open for tours on May 31st at 10 AM,includes a brewery, touring & tasting center, retail shop and restaurant.“Our goals were to expand our capacity, improve our ability to hostvisitors and become a more sustainable company,” Egelston says.Smuttynose is striving for LEED (Leadership in Energy andEnvironmental Design). Energy efficiencies are evident both outside andinside the building, from an abundance of natural lighting, toautomated interior light settings and LED bulbs. They also use solartubes to capture natural light and bring more of it into the building,which their employees and guests will surely enjoy.

Touring this amazing facility will be a real treat for visitors. With top-of-the-line equipment throughout, the bottle line greets guests uponentering the brewery, allowing spectators to watch as 350 bottles arefilled per minute. In 2013, Smuttynose sold nearly 43,000 barrels ofaward-winning beer. The new facility will make it possible to produceabout 1½ times more beer, or between 60,000 and 65,000 barrels.“Our beer will be exactly the same, only better,” says Egelston with asmile.

Speaking of great beer, the folks at Smuttynose are excited to introduceBouncy House IPA, an important addition to their year-round favoriteslike Finestkind IPA, Old Brown Dog, Robust Porter and Shoals Pale Ale.“Since returning from the Craft Brewers Conference and speaking with

other brewers across the U.S., I’d like tosee New Hampshire be like almost everyother state in the country where the #1craft beer in the state is made in the samestate,” says Egelston. To do this, Egelstonsuggests that New Hampshire get themessage out that great beer is made here,just like our neighbors in Vermont andMaine have done with the ultra-successful“made in” slogan.

By the look of things, Smuttynose BrewingCompany is off to a great start and movingin the right direction!

“Our beer will be exactly the same, only better…”

Smuttynose Brewing Co., Towle Farm Road in Hampton

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Barb’s Beer Emporium

EVERYONE HAS BEEN WATCHING THEbooming craft beer business lately, butBarbara Lambert, owner of Barb’s Beer

Emporium was ahead of the curve when shesaw it coming over seven years ago. “I bought aconvenience store that had a pretty goodvariety of beer in 2008, but soon after, I reallybegan to focus on increasing the selection.”In 2011, this New Hampshire native movedlocations and opened Barb’s Beer Emporiumon 249 Sheep Davis Rd. / Rte 106 inConcord – one of the first specialty beerstores in the state.

“What sets us apart from the otherbeverage stores is that we offer thecustomer an experience,” says Lambert.Barb’s Beer Emporium has a knowledgeablestaff that truly enjoys educating their guests. “We will helpcustomers find specific beers, describe the taste profile and informthem of fantastic new arrivals.” The mix & match 6-packs are reallypopular as they allow customers to sample various beers from differentbreweries. With over 800 offerings, there’s something for everyone atthis popular roadside store.

The Beer Emporium, winner of numerous awards including“Best Beer Store 2013” awarded by The Hippo and“Best Beer Store 2012” given by NH Magazine. The1200 square-foot space is very well organized,housing the enormous selection of beer on variousshelving units and inside a 20-door cooler. “I try tokeep my store clean and organized,” says Lambert.“I’m a bit of a neat freak, but I think my customersappreciate it.” Whether it’s the imports arranged bycountry of origin, or the meads all displayed in onelocation, the layout helps beer lovers shop with ease. The store is also very open which makes for an extremelyenjoyable shopping experience for customers to browse thebeer selections as well as their vast assortment of hotsauces, K-cups, snacks and cigars.

Lambert is also committed to helping the community and isinvolved in various charitable organizations. Two of her favorites are theHops for Heroes program which raises money for wounded soldiers andPints for Prostates, a campaign that raises awareness about theimportance of regular health screenings and early detection, all througha simple blood test.

Customers can always keep up with the latest happenings at Barb’s byvisiting their website: barbsbeeremporium.com, their Facebook page orby following them on Twitter. Within the various outlets, customers areinformed of hot new products, tasting schedules, the latest beer newsand more!

Barb’s Beer Emporium is the place to go for those who are interested indiving deeper into the world of beer.

Off-PremiseSPOTLIGHT

Owner of Barb’s Beer Emporium, Barbara Lambert

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Makris Lobster & Steak House

FEW FAMILIES CAN SAY THEY’VE BEEN A PART OFsomething for over 100 years, but the Makris family can!Brothers, Greg and Jim Makris were raised in the restaurant

business and have continued the family tradition with hugesuccess. “Our family has bought and sold many establishmentsthroughout New Hampshire,” says Greg. The brothers have ownedMakris Lobster & Steak House (formerly the Inland Lobster PoolRestaurant) on route 106 in Concord since the ‘90s.

Many people who open restaurants don’t fully understand therole they should play as owners. Most are convinced thatfocusing solely on operational functions is all it takes to createa profitable food service enterprise, but Greg and Jim aren’tresting on their laurels. They believe the success of theirrestaurant is due to their unwavering commitment to familytradition, wonderful employees and a quality menu. “Our staff trulymakes you feel at home and we offer something for everyone here,”says Jim. “Our food is the freshest it can be and it’s all homemadewhich brings customers back year after year.” In addition to thetremendous menu and exceptional staff, the bar’s 16 draught linesoffer patrons a vast assortment of domestic, imported and craft beer.

“We are always looking to enhance our customers’ experience –trying to think of new ideas to keep them coming back,” says Greg.With summer right around the corner, it’s the perfect time for gueststo enjoy their outdoor event patio and bar. With Bike Week and theNH Motor Speedway races bringing even more visitors to the area, it’sa good thing the outdoor space accommodates 250 people! “We’vehosted beach volleyball leagues, live bands and cool entertainmentlike aerial stunt motorcyclists over the years,” states Jim. “And we arereally excited to have the band, The Living Deads play here in June,”Greg chimes in. “They’re not your typical rockabilly band – theyalways get the place rockin’!”

Makris Lobster & Steak House also offers catering, a banquet facilityand an onsite specialty market. Talk about something for everyone!The fully-stocked market offers everything from wine and beer torestaurant-quality, choice cuts of meat, fresh seafood, cooking stocksand sauces. Their fresh, live lobsters are also available for purchaseonline with guaranteed next day delivery!

As if Greg & Jim aren’t busy enough running the business, they arealso very involved in the community and support various charitablecauses. The 17th Annual Hacker’s Open Golf Scramble, at the end ofMay, is very near and dear to both of their hearts. The tournamentbenefits the Concord Hospital and is held in memory of their brother,Stephen.

The Makris brothers’ love of the business is evident and they havecreated quite an impressive spot.

From left to right, owners of Makris Lobster & Steak House,Greg & Jim Makris

On-PremiseSPOTLIGHT

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NewPRODUCTSMike’s Frozen Variety Pack All it takes is a freezer toturn Mike’s HardLemonade into the mostrefreshing Mike’s ever!And now, all of yourfavorite Mike’s FrozenPouch flavors are in oneexciting mix pack! Mike’snew Frozen Variety Packincludes three poucheseach of: Hard Lemonade,Hard Black Cherry Lemonade,Hard Strawberry Lemonade and new Hard Mango

Lemonade. If you freeze them they will come! ABV: 5%Availability: Now, year-round

Innis & Gunn Toasted Oak IPAThe fervent, hoppy character of Toasted Oak IPA hailsfrom the unique addition of large quantities of hops atthree separate points duringbrewing. The result is a beerthat’s rounded, yet refreshingwith delicate floral notes andoodles of zesty freshness.ABV: 5.6% Packages: 12 oz.bottles and draughtAvailability: June

Allagash SaisonAt Allagash Brewing Company,everyone brews beer. From finance to sales, maintenance towarehouse, employees take turnscreating unique beers on a 12-gallon pilot system. In 2013,Allagash averaged almost 2 pilotbeers per month. The pilot brewsare then put through extensivesensory panel evaluation (and ondraft in the break room), whereeveryone in the organizationprovides notes and feedback.

One of these “experiments” has led to the release ofAllagash’s first year-round offering in more than 7years: Allagash Saison. In July 2012, brewer PatrickChavenelle crafted a rye Saison on the pilot system,and the team was hooked. “It’s a beer we’re reallyexcited about,” says brewmaster Jason Perkins. “We’vebeen working on it for years and we’re really happy withit now.”

Allagash Saison is their interpretation of a classicBelgian saison. “We created this beer using ourproprietary base malt, plus rye which gives body to thebeer as well as some oats which give it a silkycharacteristic,” says Perkins. “We ferment it with atraditional Saison yeast which gives a peppery tropicalfruit character.”

Bravo, Cascade and Tettnang hops are used, providingcitrus notes. “It’s dry and super drinkable,” saysPerkins. Saison has already met the most difficult andimportant of tests at Allagash. According to Perkins,“It’s already one of our employees’ favorite beers.”ABV: 6.1% Packages: 12 oz. bottles and draughtAvailability: Now, year-round

Smuttynose Bouncy House IPABouncy House, Smuttynose’snewest year-round offering, is an all-occasion, sessionableIPA brewed for maximumdrinkability and merry-making.This pale golden ale’s subtlemalt body puts crisp hopflavor front and center andallows its dry-hoppedfragrance to shine. Each sip ofBouncy House will make yourtaste buds spring with delight! ABV: 4.3% Packages: 12 oz. bottles and draught Availability: Now!

Smuttynose Vunderbar PilsnerVunderbar is light in color with a moderate bodyand low bitterness, offset by formidable dry-hopping. This elegantly refreshing pilsner wascreated with German malt, balanced with thespicy tang of Czech Saaz hops. The breadand biscuit flavors of the grain are toppedwith the floral character of the Noble hop,which may just get you to shimmy intoyour favorite lederhosen, bust into a quickschuhplattler and loudly proclaim, “Das ist Vunderbar!” ABV: 5.1% Packages: 12 oz. bottles and draughtAvailability: Now, year-round

NewPRODUCTS

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Magic Hat Dream MachineDream Machine, an India Pale Lager or IPL, is amelding of varied visions of an IPA and an amber lager.Once poured, its light copper color delights the eyesand a citrusy hop aroma flows through the nose. Uponfirst sip of Magic Hat’s latest beer, a smooth hopbitterness reveals itself – fresh, bold and slightly spicy– before subtle hints of mild maltiness appear. A bighop bite and a crisp, clean lager finish combine for abeautifully balanced beer. Take Dream Machine for aspin and let your reverie begin. ABV: 5.7% Packages: 12 and 22 oz. bottles, 12 oz. cans anddraught Availability: Now, year-round

Moat Mountain Miss V’s BlueberryMiss V’s Blueberry is an American-style ale; light, clean and crispwith a gentle fruit finish andmedium blueberry nose. Beer first,fruit second, the blueberries aresteamed separately and theextracted juices are added duringfermentation. This process makesfor a subtle blueberry aroma andwell-balanced flavor. Naturallyunfiltered, the look of this beerchanges with each brew andbecause it is unpasteurized, likeall of Moat Mountain’s beers, itneeds to be kept cold at all times!ABV: 4.5% Packages: 16 oz. cansand draught Availability: June

Stark Brewing CompanyMilly’s Tavern began in1994 as the Stark MillBrewery and officiallyopened its doors asMilly’s Tavern in Januaryof 2002. Master Brewer,Peter Telge, is a NewHampshire native whohas been brewing beerfor the better part of 20years. Voted The #1Brew-pub in NewEngland for 2013 bythe WMUR Channel 9“Viewers ChoiceAwards,” Milly’s Tavernoffers handcrafted and

all-natural beers with no pasteurization or chemicalpreservatives. We are proud to announce that theseaward-winning beers are now available under the newname, Stark Brewing Company.

Stark Brewing Milly’s Oatmeal Stout

This traditional sweet stout is aworld-class craft ale, named afterone of the many faithful GermanShepards of Stark Brewing’s MasterBrewer. Just like Milly, this stoutwill be your constant companion.Choice oats bring out the flavor andrichness in this award-winningoffering. Its full body and superiormouth feel make this stout a meal initself. ABV: 4.9% Packages: 22 oz.bottles and draught Availability: Now,year-round

Stark Brewing Mt. UncanoonucGolden Cream AleNamed for the scenicUncanoonuc Mountains of NewHampshire, Mount U GoldenCream Ale is a multi-award-winner. Straw-colored and light-bodied with a slight hint of malt anda balanced hop flavor, this brew isfermented longer and at a coldertemperature to give it a crisp,creamy finish. ABV: 4.3%Packages: 22 oz. bottles and draught Availability: Now, year-round

Curious Traveler ShandyBrewed as a classic Americanwheat beer mixed with reallemons and limes, CuriousTraveler is bright andrefreshing. This craft/artisanalshandy appeals to both craftand domestic beer drinkers.Curious Traveler has a livelyfruit flavor and a powerful“throw your head back” freshlemon aroma. In short – it’squite a refreshment.ABV: 4.4% Packages: 12 oz.bottles and cans Availability: Now!

SeasonalSELECTIONS

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

Twisted Tea Tropical Tropical fruit notes includingmango, star fruit, passion fruitand white peach are blendedwith a rich base of fresh brewedtea in this Twisted seasonal.ABV: 5% Package: 12 oz. bottlesonly Availability: Now!

Angry Orchard ElderflowerThe elderflower provides floral notesand a fresh, bright, tropical flavorreminiscent of lychee, pear andcitrus. The flower complements thecrisp apple taste of the cider,resulting in a balanced sweetness.ABV: 5% Package: 12 oz. bottles onlyAvailability: Now!

Mike’s Tropical Party Pack Catch the wave ofrefreshment with the new,limited-edition Mike’sTropical Party Pack! Thevariety includes: Mike’sHard Key Lime, HardMango, Hard Tropical Fruitand Hard Citrus Berry. Availability: Now!

Mike’s Hard Pink LemonadeLightly carbonated and packedwith all the punch and sourthat’s made Mike’s famous,Pink Lemonade features thatdistinctively tart pink lemonadetaste – a true highlight ofsummer! The packagingfeatures the iconic pink ribbonlogo, as well as the very personal

story behind Mike’s involvement with Breast Cancerresearch. A portion of the profits from the sale of PinkLemonade each year are donated to the Breast CancerResearch Foundation. Join the fight – drink Pink!ABV: 5% Package: 12 oz. bottles only Availability: Now!

Stone SaisonIn spring 2011, Stone bought the farm, literally, taking over 19 acres of fertile Southern Californiasoil where they now grow pristine fruits, vegetables and herbs for Stone Brewing World Bistro &Gardens restaurants. A taste of Stone’s homespun farm-to-tableism is provided in this farmhouseale stoked with lemon zest, lemon thyme and lavender straight from Stone Farms. This spring-to-summer saison is citric and herbal on the palate with a dry, peppery finish. Thanks to the infusionof fresh West Coast ingredients, this isn’t your everyday saison. Celebrate the sunny season with anauthentic taste of Stone’s farm and, with it, their commitment to quality. ABV: 6% Packages: 12 oz.bottles and draught Availability: May

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SeasonalSELECTIONSBeer Camp Across AmericaVariety PackInspired by the openingof their new brewery in Mills River, NorthCarolina, Sierra Nevadahas partnered with 12exceptional brewers fromacross the U.S. to create ahighly anticipated, one-time-only,collaborative mix pack of beer: The Beer Camp AcrossAmerica Variety Pack! The participants and the beersthey brewed include Russian River Yvan The Great:Belgian-Style Blonde, Firestone Walker Torpedo Pilsner:Hoppy Pilsner, Allagash Myron’s Walk: Belgian-StylePale Ale, Oskar Blues Canfusion: Rye Bock, AshvilleBrewers Alliance Tater Ridge: Scottish Ale, New GlarusThere and Back: English-Style Bitter, Ballast PointElectric Ray: India Pale Lager Cigar City Yonder Bock:Tropical Maibock, Victory Alt Route: Altbeir, Bell’sMaillard’s Odyssey: Imperial Dark Ale, 3 Floyds ChicoKing: Pale Ale and Ninkasi Double Latte: Coffee MilkStout. Availability: Very limited quantities in July

Cisco Brewers Nantucket Summer of LagerSummer of Lager is making its annualappearance and signaling the start of summer

in Nantucket. This dry, Bohemianpilsner-style brew is a crispy lagerthat has a light, hoppy nose with arobust body and a clean finish.ABV: 5% Packages: 12 oz. bottles,12 oz. cans and draughtAvailability: Now!

Moat Mountain Munich Helles LagerMunich Helles Lager a.k.a “Hell Yes” is an easy-drinking session beer ofBavaria. The style is light in both colorand body with a delicate malty flavorand crisp finish. This beer is packedwith flavor! ABV: 4.7% Packages: 16 oz.cans and draught Availability: June

Narragansett Del’s ShandyThe second installment in Narragansett’s “HiNeighbor Mash-Up” Series, Del’s Shandy isa collaboration between the iconic RhodeIsland beer and the region’s favoritesummertime treat, Del’s Frozen Lemonade.The first Del’s stand opened in RhodeIsland in 1948 using an old family recipebrought over from Italy. Since then,Narragansett and Del’s Lemonade haverefreshed thousands of happy customers on andaround the Rhode Island beaches. Now the two flavorsare combined to create a most refreshing summertimeadult beverage. One sip leads to another. Taste andenjoy for yourself… it’s refreshingly different! Package: 16 oz. cans only ABV: 5% Availability: June

Sebago Simmer DownSebago Brewing Co.’s new summer seasonal is localand completely different from anything else out there.Aromatic, refreshing and sessionable, this is sure to beyour go-to summer beer. The craft beer drinker willlove the unique blend of El Dorado & Mosaic hopspresenting bold tropical fruit aromas and pleasanthop character. Simmer Down’s light body andcrushable dryness make it a great summer brew.Embrace the authentic New England quality ofthis locally crafted beer. ABV: 4.9% Packages:12 oz. bottles and draught Availability: Now!

Baxter Brewing and DC BrauDaughters of Poseidon Black IPABoth the DC Brau and Baxter breweries havecanned their beer since the beginning andthey’ve wanted to collaborate for sometime. The friendship that began two yearsago in Boston at the American Craft BeerFestival has grown as their breweries havedone the same. Now that Baxter has thecapacity to do limited-edition, one-off brews,it seems like the perfect time. They wanted touse an ingredient that was common to bothbreweries’ locations, and oysters came to mind,as the two spent time together in Bostonenjoying fresh New England oysters on thewaterfront. So they put 800 pounds of whole oystersinto the mash! More like a dark IPA than a stout,Daughters of Poseidon is well-balanced between toasty,slightly roasty maltiness and a big citrus and pine hopcharacter. The dark malts add color and flavor, whilethe oysters contribute a subtle briny flavor to the beer.

This unique beer is brewed with precisely the sameingredients at both DC Brau and Baxter, except that theDC version uses locally sourced Rappahannock OysterCo. Olde Salt oysters, and the Maine version usesoysters from Glidden Point Oyster Company in thePemaquid (ME) area. Daughters of Poseidon pairs wellwith steak and lamb, burgers, Mexican, chowders,stews, clams, mussels and of course… oysters.ABV: 8% Package: 16 oz. cans only Availability: Verylimited quantities in June

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Red Stripe Lager Everyone’s favorite Jamaican lager boasts an extremelyrefreshing taste, balancing malty-sweet and lightlyhoppy flavors. The taste quality enhances theenjoyment of all hot and spicy fare. Available in

portable 12 oz. cans, Red Stripe is perfect for all of your summeractivities! Hooray Red Stripe!ABV: 4.9% Packages:12 oz. bottles and12 oz. cans

Pabst Blue RibbonOriginally called “Select,” people askedfor the “Blue Ribbon” beer when theybegan tying silk ribbons around thebottles in 1882 to commemorate itsaward-winning taste. The name wasofficially changed to Pabst BlueRibbon in 1895. As a beer knowntoday for its iconic can, it is fittingthat PBR was first to introducecanned beer in 1935. This premiumlager is crafted with a hefty infusionof 6-row barley, making it a greatchoice all year! ABV: 4.7%Packages: 12, 16 and 24 oz. cans,12 oz. bottles and draught

Available Year-Round PERFECT FOR THE SEASON

14th Annual Harpoon Championships ofNew England Barbecue

Fresh, local craft beer andaward-winning barbecue is atough combo to beat. On July

26th and 27th the Harpoon Brewerywill host the 14th Annual HarpoonChampionships of New EnglandBarbecue. Competitive barbecueteams from across the Northeast andbeyond will descend upon Harpoon’sWindsor, Vermont brewery withsmokers in tow to compete for thetitle of 2014 New England BarbecueChampion.

The heated competition begins onSaturday, July 26th when theprofessional barbecue teams preparetheir competition entries. Judgingbegins promptly at noon with judgescertified by the Kansas CityBarbecue Society. The teamsare judged in four categories:chicken, ribs, pork andbrisket. The team with thehighest tabulated scorefrom all four categories willbe crowned the 2014Harpoon New England Grand Champion. The GrandChampion and winners fromeach category will beannounced at an awardceremony at 4:30 PM.The Grand Championqualifies for the

nation’s ultimatebarbecue competition,the American Royal inKansas City, in additionto winning a cashprize.

The barbecuecompetition continueson Sunday, July 27thwith the “HarpoonSummer Sizzler,” acompetition open toboth amateurs andprofessionals. At theSummer Sizzler, teams arejudged in four differentcategories: chicken wings, porkchops, sausage and Chef’s Choice.

For the Chef’s Choicecategory, teams arechallenged to cook adish made with aHarpoon beer-based sauce.Entries in each of

these categories arejudged based on

appearance, tenderness,texture and taste. Thecompetition concludeswith the awardceremony at 4:00 PMon Sunday.

In 2013 more than 6,000 people attended the HarpoonChampionships. In addition to theregion’s best barbecue, the weekendoffers attendees two days of Harpoonbeer, local live music and a first-handlook at master barbecuers practicingtheir craft. Several of the competingteams will be selling their award-winning barbecue throughout theweekend. Festival goers are alsoinvited to take an in-depth tour of thebrewery, led by a Harpoon brewer.Outside, brewery staff will be on handpouring Harpoon beer, including thebrewery’s award-winning IPA and UFOWhite. For more information visitharpoonbrewery.com.

Programs

Programs

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WoodchuckCiderbrationWoodchuck HardCider is givingaway 23 trips toits CiderbrationGrand Openingto honor 23years of makingcraft cider inVermont. Thedaylong eventon August 23rd will featurefour bands, food vendors and afew other surprises. This programruns the month of June andparticipants can sign up andregister at Woodchuck.com.

Coors Light Skip FridaysWith such a harsh winter, Northeasterners are moreready for summer this year than ever. Coors Light willcelebrate every single weekend this summer,encouraging consumers to get out and start the weekendearly – Skip Friday! With 360 degree support,#CLSkipFridays will be top of mind all summer long.Alongside a full line of retail tools, Coors Light isoffering a special on-premise activation – Selfie-in-a-Box. Complete with a dozen selfie categories, such asthe duck face and the photo bomb, Coors Light is askingconsumers to Explore Your Selfie. With goofy propsavailable and dozens of poses, Selfie-in-a-Box willinspire Millennials to have fun while expressingthemselves on their own terms.

Guinness International Champions Cup From July 13th through August 8th,Guinness will help drive sales amongthe growing soccer fan base. In 2014,soccer is going to be bigger than everand Guinness, the official beer of theICC, will bring the best teams in theworld to battle it out live on Americansoil, hot off the heels of the World Cup.Soccer fever will be at unprecedentedlevels during and after the 20th WorldCup in Brazil in June and July. Twoweeks after the Final, the stars of theWorld Cup will be playing live, and onlyGuinness brings you the chance to turnthe passion for the sport into extrasales. Through visually stunning in-storePOS, digital, 50,000 samplingsnationwide and tournament advertisingthrough Fox Sports, Guinness will driveconsumers to participate in the ICC withthe #1 imported stout in the world.

Best Beach Party Ever From May through July, Smirnoff Ice and Red Stripe Lager are pairingup to give drinkers a chance to win the “Best Beach Party Ever.” Sixlucky winners and five of their friends will win a top-notch beach partyin one of six premiere destinations in America including Key West, Santa Barbara, Honolulu, South Beach, Rhode Island and Hilton Head.Specially marked 6-packs of Smirnoff Ice and Red Stripe Lager as well as“The Best Beach Party Ever” POS will prompt consumers to text-to-enterthe exciting national sweepstakes.

Uncap PacificoPacifico’s bottle caps are an iconic part of the brand’s look. Throughout thesummer, the caps will be used to celebrate the beer and the people who drink it!GPS coordinates will be printed on the underside of each bottle cap. Each set ofcoordinates will lead to a location that embodies the adventurous lifestyle ofPacifico drinkers. Consumers can use the coordinates to either visit these places oruse Pacifico’s Facebook page to read stories and watch videos about the locations.

Drinkers will also be prompted to add a local spot to the State of Pacifico mapfor entry into the sweepstakes where they’ll be given a chance to win gear andaccessories designed to help them live the Pacifico lifestyle. Prizes includehiking gear, wet suits, guitars and more!

Throughout the summer season,Corona will help consumers “FillTheir Summer” to truly make itmemorable. Corona will offer unique,interactive summer activities, eventsand experiences while offeringconsumers the chance to winexclusive prizes and trips tied tothose summer moments.

Dual language POS, all new displayenhancers and the first-ever bilingualpromo packaging will support thelargest Corona summer promotion ever!

TV, social networking, POSand packaging will driveconsumers toCoronasummer.com wherethere will be three ways toenter the 18 different, weekly-themed contests with prizesassociated with each!Consumers can submit photosof themselves engaging inactivities related to that week’stheme, enter in-pack codes ortext to win!

Modelo is Soccer Modelo’s partnership with FOXSoccer will successfully elevateModelo Especial among soccer fansacross the U.S. Fox Soccer andModelo Especial will engage millionsof sports fans through compellingbranded content and deliver customsoccer experiences for luckyconsumers via a text-to-winpromotion. The “Celebrate With theWorld” program will be promotedthrough brand presence on FoxSports 1 and 2 and Fox Deportes, TVpromo spots, Fox Soccer and FoxDeportes marks for promo packaging,POS and a sweepstakes microsite.

Modelo Especial is also investing bigin the FIFA World Cup – the highest-profile live sporting event of 2014 –with a broadcast and digitalsponsorship on Univision!

Leading up to and during the 2014FIFA World Cup Fútbol Tournament,consumers can enter in-pack codes

on Modelo Especial for thechance to win a custom, one-of-a-kind fútbol experience from a one-of-a-kind beer. Three differentsweepstakes will encourage repeatpurchase while dual language POS,all new soccer themed displayenhancers and bilingual promopackaging will support the largestsoccer event in 2014.

Finally, Modelo Especial willcontinue its partnership with ClintDempsey in 2014. As the captain ofthe U.S. National Team, all eyes willbe on Dempsey during the 2014World Cup.

Shared with Corona Extra, theUnivision World Cup BroadcastSponsorship includes:• Presence in all 64 live matcheson Univision, Univision Deportesand UniMas

• Presence in all repeat broadcastsand simulcasts on UnivisionDeportes & UniMas

• Broadcast coverage during SemiFinals and Finals

• A first-ever upfront digital buyto secure live streaming andon-demand video of World Cupmatches

Corona Fill Your SummerPrograms

www.amoskeagbeverages.com HeadyTimes v.8 11

HeadyTimes v.8 www.amoskeagbeverages.com 12

RetailEDGEBrand Personality

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

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

In the last article, we continued the discussion offormulating your Brand Strategy with a discussionof your core values.

As a retailer, you need to understand how yourbrand personality is perceived by your customers.

What is brand personality?

It is the tone and attitude that begins to immediatelyseparate your company from the competition.

Everyone knows the TV show, Cheers and if youare from Philadelphia and know who Joe Conklinis, you have heard of Chip Snapper’s taproom inFishtown. If not, think of the local corner bar inthe neighborhood you grew up in.

If you were going out for a beer, would you rather go toChip Snapper’s Taproom or Cheers? Both serve beer andother beverages, but provide a different atmosphere. Youwould expect a corner taproom to have the same group ofpeople there all the time. And while Cheers had regulars,you also saw many other people frequent thatestablishment.

Some common adjectives to help identify your brandpersonality might be:

Confident, Creative, Trustworthy, Dynamic, Humble,Intelligent, Idealistic, Rational, Community oriented ,Tenacious, Optimistic, Direct, Street-smart, Passionate,Warm, Friendly, Demanding, Aggressive, Competitive,Compassionate, Witty, Honest, Reliable, Hardworking,Empathetic, Thoughtful, Funny, Level-headed,Demanding, Nurturing, Provocative, Skeptical,Opinionated, Loud, Soft Spoken, and Confrontational.

You can’t be all things to all people. You have to stand forsomething with someone. When people hear your nameyou want them to feel something. You may offend somepeople and that’s OK! Just like with people, thosepersonalities that rise above the rest may be viewed

unfavorably by others. This is natural and is a sign thatyou have struck pay dirt with someone.

Look no further than your favorite female singers.Madonna, Lady Gaga, Miley Cyrus, Alicia Keys, Beyonce,Pink and Carrie Underwood are all very successful, yetresonate with different groups because of theirpersonalities.

Your brand personality must not only engage people, butinspire commitment as well. That will be the basis for arelationship that will build upon the value that your brandoffers. Mainstream is not your sweet spot.

Do these traits realistically portray your company? For example, do they represent the traits of the keypeople in your company? Do they represent the kind ofemployees who succeed in your company?

Will these traits work across all of your marketing materials?

Will these traits appeal to your heavy user, target market?

Will these traits differentiate you within your target?

In the next issue, we will continue this discussion anddive deeper into your brand icons.

www.amoskeagbeverages.com HeadyTimes v.8 13

The BeerGUY

With the brutalwinter andvirtually non-existent spring of2014 nearlybehind us, the hotdays of summerare just about

here. To beer lovers, a cold one on ahot day is a staple, but it’s up toretailers to make that happen.Temperature plays a significant rolein the taste and quality of the beeryou serve, and it begins with howyou STORE your beer, especiallyduring the summer months. Thisarticle will shed light on the mostcommon issues associated withpoorly regulated beer temperature,and also debunk some myths.

KegsAs a general rule, the optimaldispense temperature from a kegshould be between 38°F and 40°F. Ifyour keg was recently transported bytruck, even a refrigerated truck, it’slikely to have warmed up a fewdegrees. Even if your keg was storedin a cooler, it still may not be at theoptimal temperature, especially if itshares its cooler space with other fooditems that cause the door to beopened more frequently. Therefore, itis best to allow your keg-stored beer toacclimate to the correct temperaturebefore you serve it. To determine thetemperature of beer being dispensed,pour a pint and let it sit in the glassfor a few seconds. Then, dump thatbeer and pour a second glass. Thistime, take the temperature with aproperly calibrated liquidthermometer. If the temperature of thebeer is the same as the temperature ofthe keg, you can be sure the beer is atthe right temperature to be dispensed.

Dispensing beer at the incorrecttemperature can actually affect yourprofits. When beer gets warm,approximately 25% of it foams. Ifyou’re throwing away 25% of the beerin a keg, you are pouring away severalhundreds of dollars in profits each

week. On the other hand, when beergets too cold, the carbonation remainsin the beer until it is consumed andthen it is released in the customer’sstomach. This causes the drinker tofeel full more quickly and he or she islikely to drink less. Additionally,dispensing beer at the incorrecttemperature promotes sour/cloudybeer, which is obviously not good forbusiness. It is therefore best to treatkeg storage as seriously as you wouldmilk. Your beer should be delivereddirectly to your cold storage area andyou should dedicate a cooler just forkegs, if possible.

Bottled BeerThe best place to store bottled beer is inside a dark cooler. The idealtemperature is between 41°-45°F.Bottled beer isn’t quite as perishableas draught beer, but it is also affectedby light, so you need to be careful inthat regard as well.

Below are five commonly held beliefsabout storing bottled beer. Let’s see ifthey are true or just a myth.

1. If cold beer gets warm, cooling itagain will make it stale.False. The fact is, beer experiencessubstantial fluctuations in temperatureduring shipping and that does notaffect its flavor. Of course, you don’twant to subject your beer to excessiveheat, as that will certainly ruin yourbeer. But the notion that beer can onlybe refrigerated once is a myth.

2. Sunlight “skunks” beer.True. “Skunky” beer, or beer with abad odor and rubbery taste, is theresult of a photo chemical reaction to

UV light. Put simply, don’t expose yourbeer to excessive sunlight, or any lightfor that matter. It’s just another reasonto refrigerate beer and keep it there.

3. The color of the bottle affects thebeer’s shelf life.True and False. It is not so much thecolor of the bottle that affects thebeer’s long term quality but rather the“translucency” of the glass. Clear andgreen bottles allow significantly moreUV light to penetrate the beer thanbrown ones, which leads to the“skunky” factor described above.

4. Putting beer in the freezer is an easyway to “quick chill” it.True, but… do not allow the beer tofreeze, as beer will explode whenfrozen. However, placing a beer in thefreezer for a few minutes should befine. But be careful, because“freezing” beer alters the molecularstructure of the proteins, reduces thecarbonation level and could evenpossibly kill the yeast. If there’s achance you could be distracted andforget about the beer you placed inthe freezer, don’t put it there!

5. Beer should be stored upright.True. There are a few reasons why beershould not be stored on its side. First,you want the yeast sediment in thebeer to settle to the bottom. Yeast iscritical to the flavor of the beer, but ifit’s stored on its side, a “yeast ring”will form along the walls of the bottleand corrupt the flavor. Second, uprightstorage limits the amount of beer thatis directly exposed to air, because theneck is narrower than the barrel. Thisslows the oxidation process andprolongs the life of the beer. Finally,upright storage is especially importantfor corked beers. When a beer isstored on its side, the cork remains incontact with the beer and willgradually corrupt the flavor.

Clearly, summer is a big season forbeer consumption and getting yourstorage issues right could directlyimpact your bottom line.

Enjoying a Cold Beer on a Hot Day…Why Correct Storage is So Important to Making That Happen By Steve Hawk

Tip: It takes approximately 4 hoursfor a keg of beer to warm up from38°F to 48°F. However, it can takeover 10 hours for a 48° keg to cooldown to 38° degrees. Therefore, besure to leave yourself enough time todispense your beer at the optimaltemperature.

510 Hall StreetBow, NH 03304-3105

Amoskeag Beverages and the New Hampshire Food Bank Partner with The Boys & Girls Club

On average, hundreds ofchildren in New Hampshirereceive free or reduced-price

meals through their school’s mealprogram, however during the summermonths many of these children areleft undernourished and hungry. OnMay 1st Amoskeag Beveragesproudly kicked off their first officialFood Drive to benefit NH Boys &Girls Clubs Summer Camp Programs.Collection bins are locatedthroughout the Amoskeag offices and warehouse. “Our goal is tocollect 3,000 nonperishable fooditems by the end of June and toorganize another food drive inOctober,” states Danielle Seybold of Amoskeag Beverages.

“There is a misconception that theNH Food Bank only servesunemployed or homeless people, butthe reality is, they actually servemore working families that just can’tmake ends meet,” says Seybold.This time of year is especially hardbecause hunger is not on theforefront of people’s minds. The foodbank receives the majority of theirdonations around the holiday season.As the only food bank in the state,the NH Food Bank is a vitaldistributor and supplier to thehunger relief agencies that servemeals and provide groceries to

people in this area who areexperiencing the negative impacts ofnot having enough to eat. AmoskeagBeverages and their employees areeager to lend a helping hand!

Amoskeag Employees (left to right) Marissa, Alison, Danielle and Lisa