THE BEST - Amoskeag Beverages...Saint Archer Gold • Saint Archer Gold appeals to above-premium...

Delivering Excellence Seasonals Rethinking Retail New Products ProgramsS U F F E R F E S T B E E R C O M P A N Y | S P R I N G S E L E C T I O N S | T I M E T O D R I N K Y O U R W H E A T I E S

SAINT ARCHER GOLD

THE BEST LIGHT BEER IN THE WORLD

Spring 2020 | V.31

WITH SPRING UPON US, OUR weather is finally starting to warm up in New Hampshire.

But it’s not only the temps that are on the rise… the hot seltzer market is getting even hotter!

Looks like there’s no end in sight for hard seltzer domination, as consumption in the U.S. is set to triple by 2023. But will consumers be able to support the stream of new launches? Hard seltzers will continue to increase their retail presence and sales throughout 2020. The segment’s primary strength so far is in off-premise retail, where it’s typically found on cooler shelves next to beer or stacked in floor displays, but sales on-premise are on the rise.

Amoskeag’s two top-selling seltzers, White Claw and Truly, are not only the top-selling brands in the state and country, but they each grew triple digits in 2019.

Dave Burwick, president and CEO of Boston Beer Co., notes that two key trends driving category growth are healthiness, especially among millennials, and flavor variety. “Drinkers are looking for great-tasting and refreshing options that aren’t high in calories, sugar, or carbohydrates,” he says, adding that Truly offers the most flavors among hard seltzers with 13 different variants. A fourteenth flavor, Truly Lemonade hard seltzer, recently hit shelves.

Can the trends last?

Not indefinitely, obviously, but the category doesn’t seem to be slowing down just yet. In fact, more and more seltzers are entering the market. Constellation Brands has officially launched Corona Hard Seltzer, Night Shift Hoot Hard Seltzer is available, Molson Coors is introducing their newest brand, Vizzy, to the market in April; and Coors Seltzer will debut in July. (Read about these products in the “New Products” section on page 8).

Smirnoff Hard Seltzer Red, White & Berry and PRESS Blood Orange Chili are just a few other hard seltzers that are hitting the shelves, while Arctic Summer has revamped their variety pack, called The Weekender Mix.

“Talk to your sales representative today and take advantage of Amoskeag’s unmatched portfolio of options. We’re here to answer any questions and to help you grow your business,” says Scott Proulx, VP of Sales.

We are privileged to serve you and thank you for your supportive partnership as we work to ensure the safety of our employees, customers and communities during this difficult time. We will get through this together.

In This ISSUE

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

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

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

Belmont Village Store ..........6

New England’s Tap House Grille ..................7

New Products .....................8

Seasonal Selections .......... 13

Available Year-Round, Perfect for the Season ....... 17

Programs ......................... 18

Rethinking Retail .............. 25

Letter toTHE TRADE

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

Scott Proulx Ed Murphy VP of Sales President

www.amoskeagbeverages.com HeadyTimes v.31 1

Amoskeag People Get The Job DoneDeliveringTHE TASTE OF EXCELLENCE

Chuck LamoureuxDriver

How long have you been with Amoskeag Beverages? Since the merge of Amoskeag and Capitol in 2009.

What’s your favorite part of your job? I love the freedom I feel being a driver. I’m either in Plaistow delivering to accounts or doing brewery pick ups.

What’s the most challenging? I guess you could say, getting older. It hurts a little more getting up in the morning after a day of delivering beer.

What’s your most used emoji? No emojis, just exclamation marks!

Coffee or tea? Coffee.

Favorite meal and what beer would you pair with it? Pizza with a Miller Lite.

What do you like to do when you’re not working? Coach football. I am the defensive line coach and JV coach for Concord High School.

Bret PollockCraft Brand Manager

How long have you been with Amoskeag Beverages? I started in 2009 – so 11 years.

What’s your favorite part of your job? I really enjoy working with all of our suppliers and trying to help grow their brands. We’ve got some amazing products and new ones coming in all the time.

What’s the most challenging? Managing inventory.

What’s your most used emoji? I’m not really an emoji guy, I like to type out what I want to say, but if I had to pick one, I guess I’d say the thumbs up.

Coffee or tea? Definitely coffee.

Favorite meal and what beer would you pair with it? Come summertime, it would be BBQ with a cold IPA.

If you had your own talk show, who would your first 3 guests be, past or present? Good question. Will Ferrell because he’s hilarious, Eric Clapton, one of my favorite musicians and the late Michael Jackson, an English writer and journalist. He was the author of many influential books about beer and whisky.

If you had your own talk show, who would your first 3 guests be, past or present? Being a coach, I’d love to have Vince Lombardi, arguably the greatest football coach of all time and John Wooden, one of the winningest college basketball coaches. Lastly, because I’m a huge Civil War buff, I’d have Abraham Lincoln.

Do you have a fun fact about yourself you can share? For a wedding gift, my wife bought me a small plot of land in Scotland. It’s on a nature preserve in Lochaber, which is on the Isle of Skye. We have been to Scotland three times and have visited it every time. I guess you could call me Lord Bret Pollock of Lochaber.

AS MOLSON COORS RECENTLY RELEASED THEIR WHITE-HOT brand Saint Archer Gold nationally, the taste and quality of the liquid underscore why some call it the best light beer in the world. Low in

calories, but bursting with flavor most light beers can only dream of, Saint Archer Gold is attracting “mindful millennials” back to the beer category. Brewery president Brad Nadal has recognized that active-lifestyle millennial consumers are looking for an authentic drink to join them in their pursuit of happiness – a beer that doesn’t hold them back, a “light for the journey.”

Enter Saint Archer Gold.

A helles-inspired lager made with Noble hops, Saint Archer Gold has made huge waves in initial test markets. At 95 calories and only 2.6 grams of carbs, Saint Archer Gold fills what Nadal calls a “white space for taste and lifestyle authenticity in the above-premium light space.” Saint Archer’s aim with Gold was to create a “beer that appeals to Michelob Ultra drinkers, who have prioritized lower carbs and calories over flavor and quality.”

Mindful millennials are seeking brands that embrace a life of balance and self-actualization [see sidebar: what is a mindful millennial?] just like the Saint Archer brewers. This validates the brand’s authenticity. “When consumers taste the liquid, they buy it for its flavor,” said Paul Verdu, vice president of sales & marketing for Tenth and Blake, the Molson Coors craft and import division. “That’s when we decided it wasn’t an exaggeration to call it ‘The Ultimate Light Beer.’”

Nadal points out, “We’re essentially the opposite of Ultra. We aren’t about the finish, we aren’t about the end game or being the best… we’re about being in the moment… the journey. Being there for our consumers’ passions, whether that’s art, music, sports, outdoors etc. We want to be there for our consumers along the way, as they do the things they love.” This is the Saint Archer lifestyle. “Our founders came from all walks of life: skaters, snowboarders, surfers, photographers, artists, musicians, who all came together to brew beers that fit who we are and what we love.” Saint Archer Gold reflects that belief: a go-anywhere, taste-forward, low-carb, low-cal brew that is perfect for the journey.

Early test markets show it’s already attracting a strong following. In the four markets where the beer was tested, a whopping 53% said they would spend their own money on the product. That speaks volumes. (Most test marketers are happy if 30% of those who sampled indicate they would purchase it, if left to their own devices.)

“Our team spent a year getting the taste of Saint Archer right,” says Verdu. “It is slightly more hop-forward in flavor than other light beers, but it’s still crisp and refreshing. And it’s a more upscale alternative to most light beers.”

Saint Archer Gold was crafted in response to two major industry trends: the huge growth in above-premium, lower-calorie, low ABV beers (Gold clocks in at just 4.2% ABV and is one of the lowest-calorie lagers in the market) and the renewed interest in flavorful, light lagers desired by modern consumers.

Verdu went on to explain that a helles beer this good could only be made by a team of highly skilled brewmasters. “This style is regarded by many as the absolute pinnacle of brewing science and art. The beer must mature for a long time – about six weeks – and there is no room for error. Any off flavors have no place to hide.” All that hard work has paid off – Verdu and his team believe that “the stars really aligned” when they created Saint Archer Gold. The liquid is that good.

Founded in San Diego by Josh Landan in 2013, with the help of a group of professional surfers, skateboarders and snowboarders, Saint Archer was born out of his team’s “commitment to following the path less travelled, and the realization that sometimes when you’re going down a road

CoverSTORYSaint Archer Gold: “The Best Light Beer in The World”

Saint Archer Brewing President Brad Nadal

HeadyTimes v.31 www.amoskeagbeverages.com2

untraveled by others, you might want a light for the journey.” Once again, that authenticity and mindset speaks to active, health-conscious 21 to 39 year-olds.

Since the launch of the first nationally-available American light beer back in 1975, the beers of the category have been appreciated for what they lack – fewer carbs,

less calories and less alcohol – compared to their full-figured brethren. And while they do taste like beer, drinkers accepted the reality of the situation. Most true beer lovers understood that they couldn’t enjoy their beloved beverage and maintain a healthy-ish lifestyle, without sacrificing something. And that something was exceptional flavor.

But that was then, this is now.

Saint Archer Gold represents the future of beer. An above-premium, authentic, lifestyle beer that is low in calories and carbs, that doesn’t sacrifice taste. Most importantly, it’s the new benchmark for a beer segment that generates 85 percent of the industry’s volume. For Nadal and his team, the sky is the limit for Saint Archer Gold. “We’re confident we have a winner here,” says Nadal. “Once we get the consumer to try it, we win! We’re excited to align with the team at Amoskeag and get this Ultimate Light Beer to their retailers and in the hands of our consumers!”

What You Need to Know About Saint Archer Gold • Saint Archer Gold appeals to above-premium shoppers

age 21-39, who make 50% more beer trips and spend 16% more per trip.

• Available in draught, as well as 12 and 16 oz. cans, Saint Archer Gold is priced in line with the growing, above-premium segment.

• There is a 26% lift in sales when shelved and priced with Mich Ultra.

• Nearly half of all Mich Ultra drinkers are over 50, while Saint Archer Gold appeals to younger consumers.

• Sampling this crisp, light-bodied lager has resulted in a boost in sales in early test markets and remains central to Molson Coors’ national launch strategy.

Molson Coors will support the brand with a full media package, including television spots, a digital and social media campaign, outdoor advertising, sampling events and a presence at Molson Coors-sponsored venues and events.

What is a Mindful Millennial?• Millennials are young adults between 24 & 39 years

of age.

• Mindful millennials are defined by their aspirations.

• They strive to live each and every day with purpose & find community with like-minded individuals.

• They refuse to be defined by any one role in their lives – job title or parenthood, for example.

• Quality of life is their Holy Grail.

• Overworked and stressed out, these individuals seek well-made brands that complement their active lifestyles and won’t hold them back.

The mindful millennial’s life is a journey and Saint Archer Gold is the beer they reach for when they need an emotional & genuine breather.

CoverSTORY

“When consumers

taste the liquid, they buy it

for its flavor, that’s when

we decided it wasn’t an

exaggeration to call it

‘The Ultimate Light Beer.’” – Paul Verdu


BrewerHIGHLIGHT

IN 2012, CAITLIN LANDESBERG WAS SHOPPING FOR A BEER THAT kept her health-conscious priorities in mind, but she came up empty. “As a picky consumer, I didn’t see a beer in the market that gave me

everything I wanted,” says Landesberg. “Something with intentionally-chosen, beneficial ingredients that could complement my lifestyle.”

Instead of giving up, this athlete and entrepreneur went to work. “I set out to develop the beer I wanted to see in the world: low-cal, but still rich in flavor and complexity. Gluten-removed, but still great-tasting. Unconventional ingredients, but never gimmicky.”

And so, Sufferfest Beer Company was born. The brewery was named for the slang term used to describe an activity requiring great endurance. Landesberg and her Sufferfest team create “functional” beverages that feature natural ingredients with nutrients that complement athletes and their active lifestyles. Now, having joined forces with Sierra Nevada, Sufferfest is available to even more consumers.

Heady Times sat down with Landesberg to find out more about Sufferfest, their beers and how they’re creating more and more “Sufferfans”.

A passion for homebrewing kicked off the Sufferfest journey. “I started homebrewing in 2012, and I was immediately hooked. I dug into the science behind the process and the ingredients, and it all started to make sense to me.”

Her first few batches were a learning experience. “I’ll admit that my first batches of beer were selfish: I wanted to make the perfect finish-line beer for me and my friends. But from there, I found myself stumbling upon

more people, a movement if you will, of people, who like me, want more from their beer. My mindset shifted and the goal got bigger: I wanted to create the go-to finish line beer for active and healthy consumers. Today, I’m proud to say that we’re well on our way to achieving that goal.”

Loyalty among millennial consumers goes way beyond a beer’s flavor profile. “Millennials thrive on innovation and choice. What truly drives loyalty with these picky consumers is alignment of values; brands with strong POVs around sustainability and social issues are the ones driving long-term consumer loyalty.”

Sufferfest is one of only a handful of breweries to be a certified B Corporation. “Being a B Corp. means that it’s about more than just the beer; we hold ourselves to the practice of balancing greater purpose with profit. We elect to be audited so that we remain accountable for operating with the highest standards across the board – sustainability, community, governance – it’s certainly not the easy way to do business, but it’s the right way.”

Caitlin Landesberg of Sufferfest Beer Company

“I started homebrewing in 2012, and I

was immediately hooked. I dug into the science behind the process and the ingredients, and it all started to make

sense to me.”

HeadyTimes v.31 www.amoskeagbeverages.com 4

Her partnership with Sierra Nevada started with a happy accident. “I met Sierra Nevada CEO Jeff White at a conference by chance, and we got to chatting. He believes in this movement, this growing segment of active & healthy consumers looking for something different from their food and drink. I have always admired Sierra Nevada – not only for their world-class beers – but also for their approach to doing business. They have a zero-waste facility and were composting before it was cool!”

Sierra is helping Sufferfest expand in leaps and bounds. “While Sufferfest operates more like an outdoor gear brand, Sierra Nevada quite obviously brings the beer experience, so we’re very grateful to be in their capable hands as we hit markets nationwide.”

That wider distribution is creating hordes of “Sufferfans”. “[We’re] building upon this movement of hardcore Sufferfans and meeting them where they sweat: at the finish line of their mud runs, at their favorite taproom after a workout or simply at their local grocery store when they’re looking for something a little different.”

New innovations are on the way from Sufferfest. “We rolled out with our variety 6-pack in order to give consumers a chance to try us out and find their new favorite beer. Additionally, many new markets are seeing our gold medal-winning Repeat Kolsch: low-carb, low-cal and brewed with bee pollen (an ingredient you’re more likely to see on top of an acai bowl). Next year, we’ll FINALLY give our community the beer they’ve been demanding for a while: a low-cal IPA, done the Sufferfest way. Stay tuned for the newness and follow us on Instagram @sufferfestbeer!”

Sufferfest: Brewed for Athletes Who Sweat for Their Beer

Repeat Kolsch

Sufferfest Repeat is only 95 calories and is made with bee pollen, which is packed with protein, vitamins, minerals and antioxidants – a treasure trove for any athlete looking to get more out of their beer.

FKT Pale Ale

Brewed with salt and black currant, FKT (Fastest Known Time) gives athletes the flavor and richness they deserve, with an edge.

Head Start Stout

Rich in flavor, but light on calories at only 135 per 12 oz. (practically unheard of for a stout), Head Start is brewed with Equator coffee and coconut water.

BrewerHIGHLIGHT

“I wanted to create the go-to finish

line beer for active and healthy

consumers. Today, I’m proud to

say that we’re well on our way to

achieving that goal.”– Caitlin Landesberg


HeadyTimes v.31 www.amoskeagbeverages.com 6

Belmont Village Store

LOCATED IN A PRIME SPOT OFF RTE 140 AND RTE 106 in the lakes region, Belmont Village Store (BVS) offers a wide variety of beer and wine, top-

notch customer service and great prices. Owner Ramzi Al-Shawafi took time out of his busy day to show us around his thriving store.

Heady Times (HT): How did you decide to go into the convenience store business?

Ramzi Al-Shawafi (RT): I worked in the industry for many years but I ultimately wanted to own my own store. In 2011, I bought Belmont Village Store and then in 2019, I purchased Bristol Village Store as well. Little by little, I have been making improvements and updating both stores.

HT: Let’s talk about your customer base. Do you have many regulars?

RT: We see a lot of return customers, who are locals, but because we have a huge selection of craft beer, we also get customers from all over the lakes region. Business is steady year-round, but it’s booming in the summer months, with the lakes nearby and race fans heading to New Hampshire Motor Speedway.

HT: Tell us about your extensive beer selection and what sells well here.

RT: We offer a wide variety because that’s what our customers want. We have 10 cooler doors and a beer cave. The growth in craft is enormous, as well as the exploding popularity of hard seltzers, but we still have customers coming in for their old-time favorite domestics. Local brews are especially in high demand during the summer months when the population swells with tourists. So, whether someone is looking for a NH favorite like Smuttynose Finestkind, a variety pack of White Claw or a Miller Lite 18-pack, we’ve got it.

HT: How do you get the word out about new beers at the store?

RT: The BVS staff informs our customers about new beers we have in-store, as well as those coming in the near future. We also use Facebook and Instagram to not only promote new products, but also our delicious homemade lunch specials.

HT: What else do you sell at Belmont Village Store?

RT: We sell coffee, cigarettes, lottery tickets and other convenience store sundries. Along with our top-notch beer selection, we also carry wine. Our on-site deli serves up tasty sandwiches, pizza, chicken tenders, homemade soups and premade food offerings.

HT: With many other convenience stores in the area, what sets BVS apart from competitors?

RA: Customer service, price and selection, which I feel are all critical to a successful business that keeps customers happy and coming back.

Off-PremiseSPOTLIGHT

Owner, Ramzi Al-Shawafi and co-workers Sheila & Christine

Facebook.com/BelmontVillageStore • 139 Main Street, Belmont • 603-556-7748


New England’s Tap House Grille

HUSBAND AND WIFE TEAM, DAN LAGUEUX AND VALERIE Vanasse opened New England’s Tap House Grille in 2013. Since then, they’ve been serving up made-from-scratch meals and

local craft beer in their award-winning hot spot, conveniently located on Hooksett Road in Hooksett. Heady Times caught up with the entrepreneurs to find out more about their establishment and about an exciting, upcoming project.

Heady Times (HT): What made you decide to open a restaurant?

Dan Lagueux (DL): It all began after a typical father-daughter chat. I was encouraging my young daughter to always follow her dreams. She turned to me and asked what my dream was… that was my ah-ha moment. What was my dream? Opening my own restaurant was always in the back of my mind, but I didn’t have the courage to make it a reality. Not wanting to be a hypocrite in my daughter’s eyes, I decided at that moment to put my dream into motion. Luckily, my wife was on board, and a little over a year later, we opened New England’s Tap House Grille.

HT: Tell us about the restaurant.

DL: New England’s Tap House Grille is an American grill with a new twist. Our goal is to combine fresh, locally produced ingredients to create delicious, comfort food at reasonable prices. We are very proud to say, roughly 85% of our produce is grown locally at our certified organic farm called Hip Peas Farm. While our talented chefs are busy in the kitchen creating scrumptious meals from scratch, our highly trained staff of 65 provides the best service possible. We have The Vault, our on-site event space that has its own 48-tap bar and can accommodate up to 100 guests. Of course, if anyone would like to take advantage of a whole restaurant experience, we do offer the opportunity to rent the entire restaurant on most any Monday, which can accommodate up to 275 people.

HT: What’s on the menu?

DL: Our extensive menu includes everything from grilled steak tips, shrimp scampi and flatbreads, to our popular burger of the month. Our famous Poutine with truffle oil and our Montreal Smoked Meat Sandwich with spicy beer mustard are a shoutout to our Canadian roots. If you are entertaining at home and need great food, our catering is quite popular too.

HT: You’re also well-known for your beer selection. Tell us about it.

Valerie Vanasse (VV): With 48 draught lines, we cater to all types of beer drinkers, from the novice to the connoisseur. We have 10 rotating taps and 38 lines dedicated to specific breweries, some of which change seasonally. We were one of the first establishments to carry Lone Pine and we recently introduced the popular Night Shift lineup. We offer cellared brews called the Prime Minister Series that we keep in our aging cooler. These beers are usually higher in alcohol and attract beer enthusiasts. One rotator that was quite popular was Two Roads Persian Lime Gose.

On-PremiseSPOTLIGHT

Owners Dan Lagueux & Valerie Vanasse

Taphousenh.com • 1292 Hooksett Road, Hooksett • 603-782-5137

HT: How do you manage to sell such a vast selection of beers?

DL: Our staff is mostly Cicerone Certified, so they’re very knowledgeable about beer. They’re always on hand to offer suggestions to customers and answer any questions they have. We have over 7,000 followers on social media, use an interactive customer engagement platform with Popmenu and Untappd to communicate events and tappenings.

HT: Is there anything else you’d like our readers to know?

DL: We are thrilled to announce that we’re getting ready to open a new wedding venue at Hip Peas Farm. Barn weddings are so popular, and you really can’t beat the rustic, country vibe. Our updated, renovated barn will be a perfect space to tie the knot or host an event. Not to mention, guests will enjoy the most delicious cuisine catered by New England’s Tap House Grille.


NewPRODUCTSSaint Archer Gold

Beer lovers who cherish their ultra-active lifestyles finally don’t have to skimp out on great tasting beer when they reach for something low-cal. Saint Archer Gold is a brand-new, crisp, refreshing, light-bodied lager that clocks in at just 95 calories. Brewed in the tradition of helles lagers, this light lager remains true to the spirit of Saint Archer and the freewheeling lifestyles of its enthusiasts. The launch of Saint Archer

Gold will excite adventurers who live their lives for the journey. ABV: 4.2% Packages: 12 oz. and draught Availability: Now, year-round

Leinenkugel’s Spritzen Variety PackLeinenkugel’s Spritzen, named after the German word for “splash,” is about to become synonymous with “refreshing.” Spritzen combines the crisp effervescence of beer with the naturally fruity notes of a seltzer. At 93 calories and 0 grams of sugar, it’s all flavor

with no compromise. Shoppers can try all three flavors in new variety packs: Raspberry Lemon, Pineapple Strawberry and Grapefruit. ABV: 4.2% Package: 12 oz. cans only Availability: Now, year-round

Vizzy Introducing Vizzy, a new kind of hard seltzer and the first one crafted with antioxidant-rich vitamin C from superfruit acerola cherry. Vizzy is also certified gluten-free, with alcohol made from real cane sugar.

The best part? It clocks in at about 100 calories per can. Vizzy is infused with natural flavors, so consumers can enjoy a variety of great-tasting, fizzy fruity flavors, Strawberry Kiwi, Blueberry Pomegranate, Pineapple Mango and Black Cherry Lime without any of the guilt – making life more refreshing to enjoy. ABV: 4.2% Packages: 12 oz. variety pack and 24 oz. cans Availability: Year-round, beginning in April

Pilsner Urquell Can RedesignThe world’s first pilsner is getting a fresh new look – harking back to the heritage of the beer that changed beer in 1886. Pilsner Urquell fans can get their hands on new premium cans beginning in spring, with the same rich flavor shoppers have come to know and love, crafted to crisp perfection. Availability: Year-round, beginning in April

MOVO Wine SpritzersMOVO is a modern take on vino. Made with wine, sparkling water, real fruit juice and natural flavors, each can is just 100 calories with no sugar added and gluten-free. At 5.5% ABV these spritzers are a refreshing and lively take on wine that can be enjoyed during any occasion! Peach White Blend is available as a 4-pack, and also in the Variety Pack along with Raspberry Rosé, and Blood Orange Sangria. ABV: 5.5% Package: 8.4 oz. cans only Availability: Now, year-round

New Look for Smirnoff Hard Seltzer Variety Pack The Smirnoff Hard Seltzer Variety pack has been renovated to clearly call out “Zero Sugar”. It still includes the same great flavors with only 90 calories and 1g carbs: Berry Lemonade, Piña Colada, Raspberry Rosé and Cranberry Lime. ABV: 4.5% Package: 12 oz. slim cans only Availability: Year-round, beginning in April


NewPRODUCTSNight Shift Brewing

Night Shift was founded in 2012 by a trio of friends with a shared passion for homebrewing. What began as a nocturnal hobby has now grown bigger than their

wildest dreams – from the brewery and Taproom in Everett, to their distributing business, to Owl’s Nest beer gardens, to coffee roasting and latest location on Boston’s Lovejoy Wharf. With this growing “family” in place, Night Shift exists to always create better for their staff, customers, and community.

Night Shift is a proudly independent business – their three founders collectively own just over 80% of the business, with the remaining 20% owned by close friends and family. They maintain a relentless focus on three values – accessibility, integrity, and evolution.

Night Shift Santilli American India Pale AleSantilli is Night Shift’s flagship American IPA and is named after Santilli Highway, the street in Everett that the brewery calls home. They first brewed this beer in 2015 as a batch of a rotating series, Morph.

This batch was too good to become a distant memory, and thus, Santilli was born. Consistent, accessible, and rooted in the spirit of innovation, Santilli makes a great addition to whatever your craft may be. In 2016, Night Shift was honored to take home the Bronze medal in the American-style India pale ale category at the World Beer Cup for Santilli. ABV: 6% Packages: 16 oz. cans and draught Availability: Now, year-round

Night Shift Hoot Hard SeltzerIntroducing Hoot, Night Shift Brewing’s new hard seltzer brand. Hoot was inspired by NSB’s driving mission to “always create better”. Unlike many other seltzer brands that water down and back sweeten their seltzer, Hoot is fermented with wine yeast, creating a naturally crisp and refreshing canvas to layer exciting and bright flavors. Night Shift sweats the details because they know the details lead to the best product. They do all of this because like their tagline implies, they “Give A Hoot.” Hoot Hard Seltzer is made with natural flavors and is

available in: Pomegranate Tangerine, Raspberry Lime and Black Cherry Lemon. Gluten-free, 0 grams of sugar and only 90 calories. ABV: 4% Package: 12 oz. cans only Availability: Now, year-round

Night Shift The 87 American Double India Pale AleLovingly named after their address in Everett, The 87 delivers juicy hop bombs that remind Night Shift of their Taproom home. With crisp notes of sweet stone fruit that transport your taste buds to a tropical destination, The 87 is ready to sip no matter what the weather outside may be. ABV: 8% Packages: 16 oz. cans and draught Availability: Now, year-round

Night Shift Nite Lite Craft Light LagerCraft drinkers deserve delicious light beer. Night Shift is raising the light beer standard and coming after macro light brands with Nite Lite, an unfiltered, unpasteurized, all natural, craft light lager that everyone can get excited about. Coming in at only 120 calories and 4.3% ABV, Nite Lite is perfect for your next tailgate, barbecue, concert or sporting event. Upgrade your light beer choice! #macronuisance ABV: 4.3% Packages: 12 oz. cans, 16 oz. cans and draught Availability: Now, year-round

Night Shift Lime Lite Craft Light Lager with LimeMacro light beers with subpar flavors have owned the light beer space for too long. Help Night Shift raise the bar and compete against big beer on their own turf! At 4.3% ABV and 120 calories per serving, Lime Lite features natural lime in its recipe. Like Nite Lite, Lime Lite is unfiltered, unpasteurized, and preservative-free. It sips super refreshing and crisp, with a hint of lime citrus. ABV: 4.3% Packages: 12 oz. cans, 16 oz. cans and draught Availability: Year-round, beginning in May

Night Shift Whirlpool New England Pale AleWhirlpool, Night Shift’s flagship New England pale ale is brewed with a malt bill of wheat, oats, and barley; Mosaic and Summer hops are used in the kettle, and we dry-hop with another round of Mosaic. Whirlpool pours straw yellow and slightly hazy. Expect aromas of peach and mango, with notes of ripe citrus and a crisp finish. Wonderfully drinkable and remarkably refreshing, Whirlpool pairs well with whatever life may bring. ABV: 4.5% Packages: 16 oz. cans and draught Availability: Now, year-round


NewPRODUCTSArctic Summer The Weekender Mix Gets a New LookArctic Summer variety pack got a makeover! They are excited to reacquaint you with The Weekender Mix, a 12-pack with their four original recipes: Pineapple Pomelo, Ruby Red Grapefruit, Raspberry Lime, and Black Cherry. Don’t worry – The Weekender only changed their look. It’s still crafted with Polar Seltzer, and is just as crisp, clean, and refreshing as ever. ABV: 5% Package: 12 oz. cans only Availability: Now, year-round

Truly Lemonade Hard SeltzerLemonade Hard Seltzer is the perfect mix of refreshing hard seltzer and sweet lemonade, for a drink that’s big on taste and low on calories. At just 100 calories, 1g of sugar and 5% ABV, Truly Lemonade is perfectly balanced, with the sweetness of real lemonade and refreshment of seltzer, to deliver a crisp, clean finish. ABV: 5% Packages: 16 and 24 oz. cans Availability: 24 oz. cans now, 16 oz. cans beginning in May, both year-round

Truly Lemonade Hard Seltzer Mix Pack

Available in this new 12-pack variety are: Black Cherry Lemonade, Original Lemonade, Mango Lemonade and Strawberry Lemonade. Availability: Now, year-round

Truly Wild Berry Hard Seltzer DraughtTruly Wild Berry is now available on draught! This bold mix of strawberries, raspberries and blackberries brings the natural sweetness and juiciness of fresh picked berries right to your glass. It’s recommended to serve over ice for a crisp and delicious taste. ABV: 5% Availability: Now, year-round

Twisted Tea Peach 12 oz. CansTwisted Tea Peach has the refreshing, real iced tea taste with a twist of peach. New this season, Twisted Tea Peach is now available in 12 oz. 12-pack cans so peach parties can continue all year long. ABV: 5% Availability: Now, year-round

Twisted Tea Original DraughtTwisted Tea Original, the smooth and refreshing hard iced tea made with real brewed tea and a twist of lemon, is now available on draught. Recommended serving is over ice (preferably in a mason jar) with a lemon wedge garnish, for a crisp and delicious taste. ABV: 5% Availability: Now, year-round

Mike’s Hard Lemonade Brand RefreshNew year, new Mike’s – same great taste, great new look! This spring, the Mike’s Hard lineup is getting some new duds! The package refresh will give the

brand a more flavor-forward look and feel. Availability: Now, year-round

UFO Light Force The Light Force has arrived! Light in body, but a force of flavor, this 98-calorie white ale packs a refreshing punch of orange peel and coriander into a delightfully drinkable beer. ABV: 4% Packages: 12 oz. cans and draught Availability: Now, year-round

UFO Boarding Pass IPALet this beer be your Boarding Pass to a world of uncharted flavors. A medley of berry purées, fruity hops and the tropical flavor of passionfruit combine to create this vibrant and juicy IPA. ABV: 5.3% Packages: 16 oz. cans and draught Availability: Now, year-round


NewPRODUCTS

Seagram’s Escapes Tropical RoséDeveloped in partnership with TV host Chris Harrison, Tropical Rosé is the first 100-calorie Seagram’s Escapes flavor. Made with natural passion fruit and dragon fruit flavors, the rosé-style drink is light, sweet and refreshing. Tropical Rosé is

now available nationwide in four-packs of 12 oz. cans. ABV: 3.2%

Package: 12 oz. cans only Availability: Now, year-round

Narragansett Del’s Variety Pack Del’s Variety Pack is perfect for those looking for something refreshingly different. Included in the mix are: Lemon Shandy, a thirst-quenching classic made with all-natural lemons, Narragansett’s award-winning lager and just a touch of sugar; Watermelon Shandy, a summer cookout essential that combines natural watermelon flavor with Narragansett Lager and just a hint of sweetness and Mango-Passionfruit Shandy, a crisp, tropical treat that combines Narragansett’s lager with natural mango and passionfruit flavors. Availability: Now, year-round

Narragansett Del’s Shandy 24 oz. CansDel’s Shandy 24 oz. cans are a great package for accounts who sell single serve cans and bottles. America’s highest rated lemon shandy, Del’s Shandy is a crisp and thirst-quenching combination of ’Gansett’s award-winning Lager with Del’s lemon concentrate. It has just the right balance of malty sweetness and citrus tartness.

One sip leads to another. Taste and enjoy for yourself! ABV: 4.7% Availability: Now, year-round

Allagash White 12 oz. Cans Available for the first time ever in convenient 12 oz. 12-pack cans that can go anywhere, Allagash White features a refreshing balance of citrus and spice. Wheat, coriander and Curaçao orange peel round out the flavor of this pale straw-colored, hazy beer. ABV: 5.2% Availability: Now, year-round

Corona Hard Seltzer Variety Pack The #1 most refreshing beer is bringing a lighter, less filling option to the hard seltzer category. Introducing Corona Hard Seltzer, the only 0g carb, all Corona, hard seltzer. With 0g carbs, 0g sugar, 90 calories, 4.5% ABV and gluten-free, Corona Hard Seltzer is a tasty, better-for-you alcoholic beverage rooted in Corona’s chill attitude and high-end credibility. This 12-pack can variety includes: Tropical Lime, Cherry, Blackberry Lime and Mango. ABV: 4.5% Availability: Now, year-round

Sufferfest Low-Calorie Mixed Pack It’s not about winning or losing – Sufferfest Beer Company celebrates the effort. Purpose-brewed craft beer to complement your sweatiest occasions, this trophy case is a token of your hard work. Light on calories, but big on flavor; let’s never settle! Whether you crushed it on the trails, had a big win at the office, flexed your weekend warrior or shredded the gnar, you’ve earned your beer. Included in this can variety pack are: Sufferfest Head Start Stout (130 calories), FKT Pale Ale (130 calories) and new Gut Check IPA (100 calories). Inspired by those who seize the day, this low-cal IPA’s full body teems with flavor. Apple cider vinegar lends a bright tang, citrus aroma and a kick to match your grit. The Low-Calorie Mixed Pack will replace Sufferfest’s current variety pack. Availability: Year-round, beginning mid-April


NewPRODUCTSGreat North Tie Dyed 16 oz. Cans

Tie Dyed is a dry-hopped pale ale that’s aromatic and refreshing. Brewed with Citra, Amarillo, and Cascade hops, this lively beer is light, crisp, and packed with flavor. Now available in 16 oz. can 4-packs and 12 oz. can 12-packs! ABV: 5.4% Packages: 12 oz. cans, 16 oz. cans and draught Availability: Now, year-round

Great North IPA 16 oz. CansWorld Beer Cup silver medal-winning Great North IPA is now available in 16 oz. can 4-packs and 12 oz. can 12-packs! ABV: 7% Packages: 12 oz. cans, 16 oz. cans and draught Availability: Now, year-round

Woodstock Inn Mosaic Papaya Pale AleMosaic Papaya Pale Ale, is a hop-forward fruit beer that is incredibly easy to drink. This beer pairs well with blackened fish tacos and salads and will make any sunny afternoon better. ABV: 5% Packages: 16 oz. cans and draught Availability: April

Willie’s Pineapple & LimeWillie’s Superbrew is ringing in the spring with a taste of the tropics. Their new Pineapple & Lime is crisp, light and the perfect complement to a sunny afternoon. The pineapple is vibrant and refreshing from the very first sip. A splash

of lime in the background balances the pineapple’s medium sweetness and leaves you with light citrus

notes. Both the notes of pineapple and lime are enhanced by a hint of sea

salt. ABV: 4.5% Package: 12 oz. cans only Availability: Now, year-round

Willie’s Variety Pack including Blueberry & LemonAll the flavors you love from Willie’s will now be available in a convenient variety pack. The 12-can variety pack will include original favorites like Pomegranate & Açai, and Mango & Passionfruit, along with their new releases Pineapple & Lime, and Blueberry & Lemon, which is exclusively available in the variety pack. All four offerings complement each other for a delightfully

refreshing variety pack sure to keep fans exploring until they find their new favorite. ABV: 4.5% Package: 12 oz. cans only Availability: Now, year-round

Magic Hat Easy Miles Hazy Pale Ale

Magic Hat Easy Miles is a silky smooth hazy pale ale with long, winding notes of lemon, orange and mango and is now a year-round offering. ABV: 5.2% Packages: 12 oz. cans and draught Availability: Now, year-round

Brewery Ommegang SoleraBrewery Ommegang is rebranding their Pale Sour to Solera. It is a newly minted, canned version of the sour that so many of us love. This is the very same liquid, but with an entirely new look. Solera is a gently tart,

delicately sweet and completely refreshing ale crafted for Ommegang by Liefmans in Belgium. ABV: 6.9% Package: 12 oz. cans only Availability: April

Brewery Ommegang RosettaRosetta displays a mild sourness from the mixed culture fermentation, balanced by notes of cherries and subtle malt sweetness. ABV: 5.6% Package: 12 oz. cans only Availability: April

Brewery Ommegang ApripêcheThe newest beer in the Ommegang lineup is Apripêche. The juicy sweetness of peaches and the delicate acidity of apricots are married together into a thirst-quenching

tart wit ale. ABV: 6.3%. Package: 12 oz. cans only Availability: April

SeasonalSELECTIONS


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.

Coors Light Summer PackagingCoors Light is helping shoppers grab some summer Chill. Fans can get mountain-cold refreshment throughout the warmest months of the year with special, thermochromic summer-themed cans, perfect for backyard barbecues or days at the shore. These iconic cans feature sunglasses as a nod to long summer days, bringing in opportunity for moments of Chill throughout the season. Packages: 12 oz., 16 oz. and 24 oz. cans Availability: May

Keystone Light USA PackagingKeystone Light, the first beer brand to ever partner with United Service Organizations, is proud to do so once again. Americana-themed packaging and retail displays will help shoppers let their patriotic flag fly and show support for the USO. Package: 12 oz. cans only Availability: Mid-May

Harpoon Summer VacationWith fresh Harpoon beer, some friends and sun, even an afternoon at home can feel like a vacation. This 2/12-pack can variety includes: Harpoon IPA, Rec. League, Camp Wannamango and exclusive to this mix pack, Play On, a crisp & bright pilsner. Availability: Now

Harpoon Camp Wannamango Camp is back in session! Making its triumphant return, this mango pale ale is packed with bright, tropical aromas from Simcoe and Sultana hops and fresh mango purée. ABV: 5% Packages: 12 oz. cans and draught Availability: Now

UFO Splash Down A 2/12-pack summer can mix for everything your summer calendar brings, Splash Down includes: UFO White, Light Force, Boarding Pass IPA, and Georgia Peach. Availability: Now

UFO Georgia PeachRefreshing with the right touch of sweetness, this easy-drinking and flavorful hefeweizen will make you think you just picked this beer right from your favorite peach tree. ABV: 4.8% Packages: 12 oz. cans and draught Availability: Now

UFO Maine BlueberryOriginally made just for Maine, using real Maine blueberries, this slightly sweet, slightly tart, totally blueberry-y hefeweizen is ready for the main stage! UFO will be sending a little slice of Maine all over for a limited time

this summer – lobsters and pine trees not included. ABV: 4.8% Packages: 12 oz. cans and draught Availability: April

Clown Shoes Coconut SombreroCoconut Sombrero is a seasonal twist on the classic Clown Shoes Mexican-Style Chocolate Stout. The addition of coconut supplies a smoothness to complement the rich flavors of dark and chocolate malts, making this a unique tropical stout fit for the summer season. ABV: 7% Packages: 16 oz. cans and draught Availability: April

Allagash CrossPath To celebrate the versatility of Maine’s grain, Allagash teamed up with GrandyOats to create this certified organic, Belgian-style golden ale. It’s brewed with all-organic, Maine-grown oats, buckwheat, base malt, hops and GrandyOats Granola. Allagash and GrandyOats both owe much of their success to the bounty of their home state. A portion of this beer’s proceeds goes to MOFGA, to help farmers transition to

organic crops. ABV: 5.5% Packages: 16 oz. cans and draught Availability: Now

SeasonalSELECTIONS


Dogfish Head Sun-Day-FeelsInspired by brunch libations, Sun-Day-Feels is a beermosa sour brewed with viognier wine grapes, blood orange juice and peach purée for ‘all the feels.’ Tart, spritzy and mimosa-esque, this summertime sipper received the highest rating on Dogfish Head’s Beer Exploration Journal (a program customers use to rate beers coming from the R&D brewhouse) during the summer of 2019. Part of the 2020-2021 Off-Centered Art Series, Sun-Day-Feels boasts bright, lively artwork by

Dan Stiles. ABV: 6.5% Packages: 12 oz. bottles and draught Availability: May

Samuel Adams Brick Red Brick Red’s name refers to the red brick of Boston’s Freedom Trail, a 2.5-mile path that passes 16 U.S. landmarks. It is also a tribute to the red brick walls of Boston Beer’s brewery, where this beloved beer originated. Easy-drinking and full of rich malt character, it’s easy to see why this smooth and balanced beer is a fan favorite. ABV: 5.2% Package: 16 oz. cans Availability: Now

Samuel Adams Summer AleGolden, hazy and thirst-quenching, Samuel Adams Summer Ale is back to signal warmer days ahead. This American wheat ale boasts orange, lime and lemon peels to create a refreshing citrus aroma. Grains of paradise accent the crisp wheat character, with a subtle spice that finishes clean. Summer Ale is just right for wishing for summer or washing the season down. ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Now

Samuel Adams Porch Rocker Sweet, tangy and refreshing, Porch Rocker was inspired by German cyclists who mixed beer with lemonade to quench their thirst on a hot summer day. Samuel Adams’ take on the radler starts with a golden helles lager and adds a unique blend of lemons to capture that fresh-squeezed taste. Its crisp, light body and clean finish make it a refreshing beer all season long. ABV: 4.5% Packages: 12 oz. bottles, 12 oz. cans and draught (also available in the Sam Summer Variety Pack) Availability: Now

Samuel Adams Beers of Summer Variety Packs

Samuel Adams Beers of Summer 2020 Variety Packs are available in can and bottle 12-pack assortments. The can variety includes: Sam ’76, Summer Ale, Porch Rocker and a variety pack exclusive, American IPA, made with 7 American hop varieties, this IPA has an intense juicy, citrus flavor, a lean body and a crisp, clean finish. The bottle variety includes: Boston Lager, Sam ’76, Summer Ale and Porch Rocker. Availability: Now

Samuel Adams Fenway Faithful IPA

Like Boston Beer’s hometown team, this session IPA is lively and light but packs a flavorful punch. Crisp and easy drinking with citrus and tropical fruit notes, it’s

best served with a frank and a little dirty water (not the literal kind). ABV: 4.7% Packages: 12 oz. cans, 16 oz. cans and draught Availability: Now

Shiner Bock CansCurrently available year-round in 12 oz. bottles and draught, Shiner Bock will be available in 12 oz. 2/12 pack cans this spring. Brewed with rich, roasted barley malt and German specialty hops, this lightly hopped, American-style dark lager always goes down easy. ABV: 4.4% Availability: April

Shiner Texas Heat Wave Shiner’s limited-edition summer 12-pack bottle variety includes: Strawberry Blonde, Mango Kölsch and Peach Wheat. Availability: April

SeasonalSELECTIONS


Smuttynose Blueberry Thrill SourSessionable yet full of flavor, Smuttynose’s celebrated sour returns this May to transport your taste buds straight to a bursting mountainside blueberry patch. With its striking purple hue, clean tart bite and smooth fruity finish, you’ll want to bring a bunch along whether you’re headed out hiking or boating, or just lounging in the sun with friends. Whatever the occasion, gather an armful and get ready to crack a taste of pure New England paradise. Blueberry Thrill, like all Smutty sours, represents years of kettlesour brewing expertise, meaning it’s safe for your draft lines without sacrificing any flavor or quality. And as always, Smuttynose proudly feature 100% real ingredients. ABV: 4.5% Packages: 16 oz. cans and draught Availability: May

Smuttynose Drops of Dawn Tangerine IPASummer in New England is the perfect time to soak up the plentiful sunshine with friends and family in the great outdoors. From spending a day on the water to a neighborhood backyard BBQ, Drops of Dawn Tangerine IPA is your perfect summertime companion. Smuttynose’s newest IPA is brewed with a touch of sweet tangerine that will be there to help you enjoy every last moment of summer. ABV: 5.6% Packages: 16 oz. cans and draught Availability: Now

Smuttlabs Cosmic Vapor New England IPACosmic Vapor New England IPA is the newest offering from Smuttlabs and is simply out of this world. If you’ve been searching the skies for the perfect New England IPA, then you’re going to want to focus in on this one. With a celestial-hazy appearance and nebulous-soft mouthfeel, this monthly rotating beer will take your taste buds on a rocket ride of hop flavors from tropical, fruity juicy hop notes to just a hint of malt sweetness. Cosmic Vapor NEIPA is one of those beers you’re just going to want to probe over and over again. ABV: 6.7% Packages: 16 oz. cans and draught Availability: April

Night Shift Awake Coffee PorterAwake is crafted by and for those who make the most of their waking hours. This robust, lively porter is aged with an exceptional blend of Night Shift Brewing coffee beans. Enticing aromas of toffee and baker’s chocolate lead into smooth flavors of fresh coffee roast and cacao. A familiar yet invigorating beer experience. ABV: 6% Packages: 16 oz. cans and draught Availability: Now

Woodchuck Sippin’ CitrusSippin’ Citrus is a grapefruit hopped cider. It pairs the juice of common apples with grapefruit and cascade hops. This is a semi dry gluten-free cider with distinct citrus taste. ABV: 5.5% Package: 12 oz. cans only Availability: Now

Sierra Nevada SummerfestSince their invention in the 1840s, pilsners have become the world’s most popular beer style. With a nod toward the original Czech tradition, Summerfest is brewed to feature the best Bohemian nature. Crisp, golden, dry and incredibly drinkable, Summerfest has a delicate and complex malt flavor and spicy and

floral hop character – the perfect warm weather beer. ABV: 5% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: April

Switchback Roasted Red AleSwitchback Roasted Red Ale is a deep mahogany-red colored ale. Its flavor leads with a rich caramel maltiness balanced with a bold hop signature, and followed by a delicate cocoa roasted finish. When selecting the hop varieties to complement their flagship Switchback Ale, they discovered the then new variety of hops called Amarillo. Not the right hop for their ale, Switchback decided to feature it in their next beer. The pungent citrus and flowery aromas of Amarillo demand a big malt character for balance. Dark caramel malts are used to provide an intense malt profile, with a touch of roast malt to cleanse the palate of the inherent sweetness of red ales. To create hop complexity, they add a bit of Simcoe hops to the Amarillo for kettle additions and dry-hopping. Unfiltered and 100% naturally carbonated. ABV: 5.6% Package: 12 oz. bottles only Availability: Now


PRESS Blood Orange ChiliPRESS Premium Alcohol Seltzer is bringing some warmth with its new rotational flavor – Blood Orange Chili. This is the third rotational flavor for the independent, woman-owned alcohol seltzer brand and has hit the shelves in six-packs. PRESS Blood Orange Chili features velvety citrus notes that shine against a zing of fleeting heat and splash of mellowing sweetness. “I’ve been working to bring Blood Orange Chili to market for years,” said Amy Walberg,

founder of PRESS Premium Alcohol Seltzer. “This flavor is exotic, mischievous and totally unexpected. It’s one of my

favorites, and I think people are going to love it!” ABV: 4% Package: 12 oz. slim

can only Availability: Now

SeasonalSELECTIONSRogue Newport Daze Hazy Pale AleThis hazy pale ale from Rogue, gives off aromas of pineapple & stone fruit, features tangerine & peach flavors and finishes slightly sweet and very smooth. ABV: 5.5% Packages: 12 oz. cans and draught Availability: Now

Rogue Newport NightsA west coast IPA with El Dorado hops, Newport Nights opens with aromas of mango, papaya and tangerine followed by an atom bomb of pine and grapefruit, ultimately delivering a monstrous hop punch that is surprisingly smooth. ABV: 9.8% Packages: 16 oz. cans and draught Availability: Now

Woodstock Inn Lemon Blueberry Pale Ale

Lemon Blueberry Pale Ale is a light refreshing pale ale that smells like lemons and tastes like blueberries. Lemon Blueberry Pale Ale is straw in color, incredibly refreshing and easy to drink. ABV: 4.4% Packages: 12 oz. cans, 16 oz. cans and draught Availability: April

Moat Mountain Clockwork Mandarina New England Pale Ale

Clockwork Mandarina New England Pale Ale is a lower alcohol version of a New England IPA with a more present maltiness, despite the 3 pounds of hops per barrel. Aromas of tangerine citrus and grapefruit peel are followed by a hint of sweetness as the flavors hit your tongue. Clockwork Mandarina New England Pale Ale has a fluffy mouthfeel with a light bitterness and a malty, cereal finish. The triple dry-hopped symphony of flavors, textures and aromas are an ode to joy.

ABV: 5.6% Package: 16 oz. can only Availability: April

Two Roads Pineapple Mango GoseThis beer has a rich blend of tropical fruit notes with hints of pineapple, mango & guava. With pleasing tartnesss, it’s a tropical twist on a refreshing fruit gose. ABV: 4.8% Packages: 16 oz. cans and draught Availability: April

Two Roads Road Jam Road Jam is a wheat ale fermented with real red and black raspberries and accented with fresh lemongrass. It has a stunning red color and mouth-watering berry aroma and is fruity and refreshingly dry. ABV: 5% Packages: 12 oz. cans and draught Availability: May

Two Roads Wee Demon 95-calories IPAThis 95-calories IPA has a tropical, citrusy aroma, moderate bitterness and a light-bodied mouthfeel that will make you think you’re being a demon when you’re being an

angel. ABV: 3.8% Packages: 12 oz. cans and draught Availability: April

Smirnoff Hard Seltzer Red, White & BerryIntroducing America’s Seltzer, with 0 sugar, 90 calories, 1g carbs, 4.5% ABV, no artificial sweeteners and clear liquid. Smirnoff Hard Seltzer Red, White & Berry has a deliciously refreshing cherry, citrus and blue raspberry flavor. Cold activated cans

reveal a blue base and stars when cold. ABV: 4.5% Package: 12 oz. cans only Availability: April

SeasonalSELECTIONS


High Noon Sun SipsHigh Noon Sun Sips are the easy drinking, always socializing, great tasting, sun-toasting, blue sky celebrating, memory-making, awesomeness, in a can! Real vodka,

real juice, no sugar added, 100 calories and gluten free. High Noon Sun Sips come in these great flavors: Watermelon, Black Cherry, Grapefruit and Pineapple. ABV: 4.5% Package: 12 oz. slim cans only

Miller LiteIn 1975, Miller Lite established the light beer category and introduced the perfect balance of lightness and flavor nationally. It’s a real Pilsner, brewed to have more color and taste with only 96 calories per 12 oz. serving. Since day one,

Miller Lite’s mission has been to deliver a great-tasting American-style Lager. ABV: 4.2% Packages: 12 oz. bottles, 12 oz., 16 oz. and 24 oz. cans, and draught

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

Cape Line Sparkling CocktailsCape Line Sparkling Cocktails keep things simple with a variety pack containing three bold flavors: Blackberry Mojito, Margarita and Hard Strawberry Lemonade. These refreshing sparkling cocktails contain just six ingredients, no artificial flavors and only 120 calories, making them irresistible to consumers who seek big flavor without the added calories of leading malt beverages. ABV: 4.5% Package: 12 oz. slim cans only

Wachusett Blueberry AleNew England’s favorite blueberry ale. A wonderful aroma of fresh blueberries is then enhanced by a delicious flavor that gets fermented into this classic wheat ale. ABV: 4.5% Packages: 12 oz. cans and draught

Available Year-Round PERFECT FOR THE SEASON

Brooklyn Summer AleBrooklyn Summer Ale is a light and zesty beer brewed with warm weather adventures in mind. It’s the perfect companion for long summer days by the pool, in the yard, or anywhere else people unwind. ABV: 5% Packages: 12 oz. cans and draught Availability: Now

Brooklyn Total Request IPAFresh from the Brooklyn Brewery’s brewhouse, you’re drinking Total Request IPA. They’re talking a brand new chart-topping, can-popping dry hopped Double IPA. Tune in to waves of juicy flavor from fresh and fruity tropical hops and a bump of gently sweet oats to keep things soft and smooth. Keep it loud while you can: Total Request IPA is only broadcasting for a limited time. Keep cool, drink fresh, and keep telling them what you want. You’re live in five, four, three… ABV: 7.5% Package: 16 oz. cans only Availability: Now

Labatt BlueThe world’s best-selling Canadian Beer and the #1 Canadian import in the U.S. Brewed with the finest ingredients including renowned Hallertau hops, 2-row malted barley and pure Canadian barley, Labatt Blue has a clean refreshing taste with distinct hop aroma, delicate fruit flavor and a slightly sweet aftertaste. ABV: 4.7% Packages: 11.5 oz. bottles, 12 oz. cans, 24 oz. cans and draught

Programs


Keep Your Summer Chill-WorthyCoors Light and YETI are making summer Chill-worthy by ensuring that Coors Light is always cold. Consumers can prepare for summer’s most exciting activities with cross-branded merch, including the famed YETI Hopper BackFlip 24 cooler. These coolers can be used as display enhancers for consumer prizing.

Peroni Boston CallingPeroni is back for its second year at Boston Calling, bringing an elevated experience to festival goers through the ever-popular photo booth, encouraging visitors to interact with Peroni on social using the hashtags #Birrabeautifully and #PeroniUSA. The space, located next to the Blue Stage, encourages hangout time with comfortable slingback chairs and games of bocce. Peroni’s Bar Cart is making a return as well. An instant hit in 2019, thousands of visitors were able to enjoy the crisp taste of Peroni at the festival.

Blue Moon: Official Craft Beer Sponsor of the Kentucky DerbyBlue Moon is the official craft beer sponsor of the Kentucky Derby for the second year in a row! This year, they’re partnering with Woodford Reserve to create two special cocktails, inspired by the Derby – the Grandstand and the Blue Moon Julep – that fans can order at participating bars. Fans will also be able to participate in on-premise photo walls complete with Derby-themed props, drink from limited-edition Derby glassware and get the chance to win prizes throughout the Derby by winning tickets that match up with specific horses in the race. Off-premise POS featuring the two Derby-inspired cocktails will encourage consumers to pick up everything they need to make it a Once-in-a-Blue-Moon Derby.

Peroni Summer StripesPeroni’s light, crisp taste helps elevate every summer occasion. Whether sporting slim cans for a poolside hangout or a draft after a hearty summer meal, shoppers can find the perfect combination for their summer celebrations. Retail activations will include cheese and beer pairings, samplings and bar and patio displays with the iconic blue-and-white striped pattern.

Programs


Miller Lite Boston CallingMiller Lite is ready for another round at Boston Calling 2020, taking place at the Harvard Athletic Complex from May 22 through 24 with headliners Rage Against the Machine, Foo Fighters and the Red Hot Chili Peppers. And Festival-goers can enjoy a Miller Lite at the NEW Miller Time Social, a double-decker branded space where they can hang out with friends, listen to the music or take a selfie in front of the photo-op walls. Come join us for a Miller Lite tall boy!

Miller Lite Americana Summer PackagingMiller Lite is proving summer is a state of mind with new Americana packaging and POS displays, just in time for Memorial Day and Independence Day celebrations. This is a great opportunity for retailers and merchandisers to build great displays. They’ll also be giving away tons of merchandise perfect for summer activities; such as branded pool floats – all fans have to do to enter is scan the Snapcode on the aluminum “Summer Pints” available on and off-premise.

Turn it Up with the Perfect Festival TeamWhite Claw Hard Seltzer is teaming up with Bonnaroo, one of the largest music/art festivals in the country! Consumers will text-in for their chance to win 2 VIP tickets, as well as travel accommodations, to the 4-day festival in Manchester, Tennessee in 2021.

White Claw Partners with Kentucky Derby for the 2nd YearThe Derby is more popular than ever, with viewership in 2019 at 16.5 million viewers: the most since NBC began broadcasting in 2001. This program allows retailers to display White Claw with other Kentucky Derby sponsors to build baskets for watching and enjoying the Kentucky Derby. Super high-end sales during the week leading up to the Derby increased 8.5% in 2019.

To celebrate the partnership, White Claw is giving consumers, via a text-to-win sweeps, the chance to win 1 of 3 pairs of box seat tickets to the 2021 Kentucky Derby!

Programs


Cayman Jack and Marshall: Press PlayMarshall has been celebrated by some of the world’s greatest bands and musicians including Jimi Hendrix, Eric Clapton, Slash, Oasis, Muse, Gorillaz and Slaves. They can be seen on tour with artists like Justin Timberlake and Lana Del Rey. Marshall is defined as an innovator and continues to push the boundaries of possibility to help inspire people to find their sound. Cayman Jack is getting in on the fun with a consumer giveaway, via QR code scan-to-enter on case cards, case stackers and pole toppers. Winners will receive a Marshall Bluetooth speaker valued at $250!

Mike’s is celebrating its 21st birthday with a Pandora partnership and consumer giveaway.

Pandora, a leading music and podcast discovery platform, provides a highly personalized listening experience to approximately 70 million users each month. As the largest streaming music provider in the U.S., with an industry-leading digital audio advertising platform, Pandora connects listeners with the audio entertainment they love. From April through August, Mike’s is running a “Raise One to 21” sweeps that gives consumers a chance to win three months of Pandora Premium and access to a 99-inspired Yellow Album, to celebrate Mike’s 21st!

Mike’s HARDER knows their fans love racing. So, from April through August, Mike’s HARDER is offering consumers a chance to win a trip to a Premier Supercross race in Las Vegas! Three lucky winners will receive a trip for two a 2020 Supercross Championship race.

16 million millennials visit Vegas each year, so this April and May, Mike’s HARDER is offering consumers a chance to win a VIP experience in Sin City. One grand prize winner will receive a trip for two to Las Vegas, including round-trip air travel, four days/three night hotel accommodations and a $2,000 gift card!

Programs


Casa Modelo El Sabor del Cinco de MayoIn 2020, Modelo will continue to honor authentic Mexican culture as El Sabor del Cinco de Mayo, with all new Mexican-inspired tile design featured on on- and off-premise POS. In addition to paid social media support and various digital integrations, Modelo will offer an all new Modelo display enhancer to further bring the festivities across retail accounts. Modelo will encourage consumers to celebrate in an authentically Mexican way this Cinco de Mayo.

After two successful years of protecting outdoor adventure, Pacifico Preserves is heading into year three, becoming Pacifico’s first ever, premier summer program. This time, the brand is partnering with The Conservation Alliance in protecting North America’s wild landscapes and waterways by supporting more than 40 charitable organizations. Pacifico will be raising awareness for this effort across POS and merch, while also supporting Pacifico Preserves with media for the first time ever! Consumers will be able to enter a sweeps to win a Pacifico Grizzly Cooler, which will also trigger a donation to the Conservation Alliance.

In 2020, Pacifico will once again bring their independent spirit to Cinco de Mayo in an authentic way, with brand new on- and off-premise POS. Pacifico evaluated how both Gen Z and millennials celebrate Cinco de Mayo and will encourage consumers to go off the beaten path and see where the fiesta takes them. Leveraging iconic celebratory cues, the serape border on the POS frames up the adventurous way to celebrate Cinco de Mayo.

This summer, Modelo will encourage consumers to Fight for Gold and Fight for Glory in support of the brand’s major media buy on NBC during the 2020 Summer Games. Casa Modelo will continue building equity as the beer brewed with the Fighting Spirit by reminding consumers that it doesn’t matter where you came from, it matters what you’re made of. This 360-degree program will come to life across a new TV spot featuring 8-time Olympic medalist swimmer, Nathan Adrian, as well as digital, social and retail support, with new bilingual POS and a display enhancer. At retail, consumers will be encouraged to reach for a Modelo for the chance to win gear from the brand’s limited-edition Gold collection.

Programs


Protect Our Beaches with Corona This SummerIn 2020, Corona is launching an all new cause marketing platform in an effort to protect our oceans and keep our beaches clean. The brand will be growing its summer program to combine the vibes the brand is known for, with a cause at the heart of it, through a dedicated TV spot, PR, retail, events, digital and social. Corona will continue to bring awareness to the beach through specialty promo packaging this year, and they’ll give consumers more ways to join the cause and get cool, beach-friendly gear along the way. The beach has always been there for us – it’s time we returned the favor.

A Corona is all you need to start your Cinco celebrations! The brand is inviting consumers to hit the pause button and enjoy the simple celebrations like hanging with friends, eating tacos and drinking cold cervezas. To make this celebration even bigger, Corona will be giving away tacos to the masses for the ultimate Taco Tuesday through a partnership with Ibotta. A 360-degree marketing program includes Cinco de Mayo TV spots, digital video, paid social, on- and off-premise POS and a partnership with Old El Paso providing unique recipe content. Your Cinco starts here this Corona de Mayo!

Corona Premier Sponsors 2020 U.S. OpenCorona Premier is back for year two of its’ golf-centered thematic retail program! This year, the brand has partnered with the 2020 U.S. Open to drive excitement around golf season. This spring, Corona Premier will give consumers the opportunity to win behind the scenes access to Winged Foot Golf Club, as well as tickets to the U.S. Open. To help support this program, Corona Premier has created an all new on- and off-premise POS bundle and brought back the partnership with TravisMathew to drive excitement around Corona Premier and one of the brand’s consumers’ favorite pastimes, golf.

Programs


Smirnoff Ice Red, White & Berry SummerThe Smirnoff portfolio is back again this spring/summer to entice and engage with consumers all season long! Highlighting their new “America’s Seltzer” – Smirnoff Hard Seltzer Red, White & Berry – as well as the other Smirnoff Ice Red, White & Berry variants, the brand is partnering with Pets for Vets this April through September. Pets for Vets was created to improve the lives of both Veterans and animals by bringing them together in a thoughtful, caring way. The goal is to give back to the brave servicemen and women who have given everything to our country, while finding homes for deserving shelter pets.

Will You Accept This Rosé?Smirnoff Seltzer has partnered with the Bachelor franchise and will be showing up in stores with supporting POS to execute in store. During all Bachelor shows and leading up to the show, there will be social media involvement from past and current cast members that centers around the Smirnoff Seltzer Rosé seltzer varieties.

For a limited time only, Funshine Gilroy cans are back again to support Guinness Draught throughout the summer in the off-premise, as well as surfer summer-themed POS to remind people that Guinness is a beer to be enjoyed all year long.

The Stout That Started It All!Guinness Extra Stout was created in 1821 and is still enjoyed today. This spring/summer, POS will encourage consumers to enjoy the versatility of the beer with different foods and celebrate traditions. Guinness Extra Stout is a beer that is bold & bittersweet, with a smooth finish.

Programs


Dogfish Head’s love for hockey

runs deep – founder Sam Calagione grew up

playing on frozen ponds

in Western Massachusetts, and today

Dogfish Head fields a brewery-league team comprised of co-workers and weekend warriors. DFH is taking that love to the next level by proudly announcing that their continually-hopped 60 Minute IPA is now the Official IPA of the NHL! Dogfish Head will be driving features around 60 Minute during the playoffs (April – June), with particular emphasis in the on-premise. This activity will be supported by POS (including posters, banners and table tents) as well as a social media campaign.

Sufferfest and Strava Guts and GloryWith over 40 million users globally, Strava is THE social network for athletes, and they’ve never partnered with an alcohol brand… until now. This May, Sufferfest and Strava are teaming up to host a 30-day athlete challenge. At retail, the collaboration will be promoted with eye-catching POS, leverage the recognizable Strava brand and encourage shoppers to take the challenge and grab a beer to celebrate. Additionally, Sufferfest meetups and other events will help everyone reach their fitness goals (and earn their beer).

Harpoonfest 2020 Boston, May 15th and 16th Come kick off the start of summer at Harpoonfest 2020! With three separate stages of local music, food trucks galore, sunshine, and plenty of fresh Harpoon beer, Harpoonfest is the unofficial start of summer in New England. The festivities take place at Harpoon Brewery, 306 Northern Avenue, Boston, MA on Friday May 15, from 6-11pm and Saturday, May 16, from 1-7pm. Must be 21 years or older with valid ID.


Time to Drink Your Wheaties

BLUE MOON LIGHT SKY

A new light and refreshing wheat beer that is brewed with real tangerine peel for a lighter, exceptional taste at only 95 calories.

SAMUEL ADAMS SUMMER ALE

Golden, hazy and thirst-quenching, this summer ale is back with orange, lime and lemon peel creating a refreshing citrus aroma.

ALLAGASH WHITE

A traditional Belgian-style witbier, and is an example of one of the few styles beers that was originally designed to be hazy. Spiced with a blend of coriander and Curaçao orange peel.

CLOWN SHOES CLEMENTINE WHITE ALE

Luscious citrus flavors and Belgian spice abound in Clementine, which features additions of sweet orange peel, coriander, and Mandarina hops.

MOAT MOUNTAIN HOFFMAN WEISS

A traditional Bavarian-style wheat beer, this unfiltered golden ale delivers aromas and flavors of banana and clove with notes of coriander and white pepper. There is a subtle tartness in the background and a slight twang from the malted wheat.

Which beer style appeals equally to men and women, can be slightly hoppy and features all the exciting flavors modern consumers crave? It’s wheat beer, the O.G. of craft beer.

The second largest beer style in craft is the perfect canvas for brewers to showcase popular fruit flavors.

And the fruit beer category is up 11%.

Blue Moon Belgian White is America’s best-selling national craft. It made its debut back in the ‘90s before IPAs dominated the category. Now, one quarter of all the craft beer sold in the country is some kind of wheat ale, also called wit or weisse, among other names.

Only recently have brewers turned their full creative prowess on this style with the same intensity given to IPAs.

Nuanced, tasty and refreshing, fruit-forward wheat beers are usually very sessionable (many with ABVs in the 4.5% range) devoid of palate-wrecking bitterness and funky yeast esters that some people find objectionable.

These are but a few examples of wheat beers your customers will find irresistible in the warm months to come.

RethinkingRETAIL

510 Hall StreetBow, NH 03304-3105

Smuttlabs Brewery & Kitchen Now open in downtown Dover, at 47 Washington Street, Smuttlabs Brewery & Kitchen is the first physical outpost for the limited-batch, experimental arm of Smuttynose Brewing Co. Smuttlabs Brewery showcases new and unique craft beers through an ever-evolving 16-tap tower. Smuttynose’s core beers, including Finestkind IPA, Old Brown Dog Ale, and New Hampshire Pale Ale will also be served on draft. “Innovation has been at the core of Smuttynose since the beginning,” said Charlie Ireland, head brewer. “As the brand has grown and demand for our core beers has consumed more and more of our production capacity, we created Smuttlabs as a place to continue to test even our wildest creations.” The kitchen at the Dover location will be serving up a delicious scratch menu, which is the brainchild of beloved, local chef Anthony Ricco, who artfully utilizes Smuttynose beer in many of the recipes. Visit: smuttynose.com/smuttlabsbeer/smuttlabs-dover/ for more information.

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