THE RETURN OF BOSTON BEER - Amoskeag Beverages · 2019. 5. 28. · Sanbornton, for their 4th annual...

Delivering Excellence Seasonals Rethinking Retail New Products ProgramsSMUTTYNOSE BREWING CO. | SUMMER SELECTIONS | CHANGING THE DEFINITION OF BEER WHOLESALER

THE RETURN OF BOSTON BEER

Summer 2018 | V.24 AMOSKEAG BEVERAGES

WITH THE NICE WEATHER FINALLY here, it’s time to get out and have some fun! Want to know

where to go to celebrate beer culture, while enjoying live music and great food, along with a few pints? Here’s a roundup of just a few beer festivals taking place in the coming months around the Granite State.

New England Brewfest, the ultimate craft beer weekend, is back for its 14th year and scheduled for June 22th-24th in Lincoln and Woodstock. New England

Brewfest is a one-of-a-kind event that offers patrons a total immersion in craft beer, food, education, and entertainment. The weekend’s signature tasting event, Saturday Night, July 23rd: ON TAP, takes place slope-side at Loon Mountain Resort.

Bring your friends to the large venue tent at Steele Hill Resorts in Sanbornton, for their 4th annual A Brew with a View Brewfest on July 7th. Sample a selection of over 30 craft breweries and enjoy spectacular views overlooking the lake. There will be great music, door prizes, and delicious food.

With nearly 40 breweries showcasing their craft beers, the NH Brewers Festival on Saturday July 14th at Kiwanis Waterfront Park in Concord (behind the Everett Arena) will be a fun-filled festival you won’t want to miss! This “For the Brewers, By the Brewers” festival is a one-of-a-kind event, featuring the largest single collection of New Hampshire’s breweries anywhere in the state, this year.

Manchester Brewfest on Saturday July 28th is a one-day festival in beautiful Arms Park along the Merrimack River in Manchester. 100 unique, local, and regional craft beers will be available to sample, in addition to food trucks and a bier hall tent, perfect to relax in. Bring a lawn chair and enjoy the cool breeze coming off the Merrimack River. It will be a great time for a great cause, with all proceeds benefitting New Horizons for NH. Convenient parking is available adjacent to the brewfest. This event will be held rain or shine.

Wind down the summer with the second annual Gunstock Mountain Brew & BBQ on August 24th and 25th, in Gilford. Enjoy samples of beer and cider from over 30 of New England’s best breweries, onsite barbeque, and food truck vendors!

We hope you all have the opportunity to get out and have some fun this summer!

We’d also like to thank all our customers and suppliers for making our business possible. We work hard each and every day, and we’re honored to be your beer wholesaler.

In This ISSUE

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

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

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

The City Tobacco & Beverage Center ..................5

The Shaskeen Irish Pub and Restaurant ....................6

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

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

Available Year-Round Perfect for the Season ....... 11

Programs ......................... 12

Rethinking Retail .............. 17

Letter toTHE TRADE

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

Tom Bullock Ed Murphy Chairman of the Board President

www.amoskeagbeverages.com HeadyTimes v.24 1

Find Out More About Amoskeag’s EmployeesDeliveringTHE TASTE OF EXCELLENCE

Danielle SeyboldSales Operations Manager

How long have you been with Amoskeag Beverages? I really can’t believe it but it’s been 10 years.

What do you like most about your job? I love working with people from different departments. It’s pretty cool to see how the drivers, merchandisers and sales team all come together to make for a successful company. In my new role at Amoskeag, I don’t have much interaction with our customers and that is something that I truly miss.

What was your first job? I babysat all through middle school and high school. Then I got my first “real” job at Market Basket.

Any big summer plans? I love hitting up amusement parks and checking out the roller coasters. I’m hoping to take a road trip with my son to look at few colleges. While we’re passing through Ohio, we’ll have to go to Cedar Point, which is known as the roller coaster capital of the world.

If you could be anywhere enjoying a cold beer where would you be? I’d be vacationing on the beaches of the Outer Banks with a cold Coors Light in my hand.

Ben LevasseurNight Warehouse Supervisor

How long have you been with Amoskeag? Four years.

What do you like most about your job and what are your challenges? I really enjoy training and getting to know the new hires. I love working with the guys in the warehouse and I try to be positive and encouraging, which is always good for morale. On the flipside, the most challenging part of my job is when people leave.

What was your very first job? I worked at McDonalds.

What do you like to do for fun in the summer? I love getting outside and playing disc-golf with my friends. I try to play 3-4 times a week and check out the various disc-golf courses in the area.

If you were on a dream vacation, where would you go and what beer would you be drinking? That’s easy – I’d be in Las Vegas enjoying a cold Blue Moon.

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YOU CAN’T EXPECT TO BE AT THE CENTER OF THE AMERICAN beer scene for over three decades without hitting a few speed bumps. With depletions and shipments both down double-digits

in 2017, Boston Beer, the maker of Sam Adams and Twisted Tea, has come roaring back thanks to key innovations that have delighted

consumers. This past April, Boston Beer’s earnings for the first quarter of 2018 showed a dramatic turnaround. This company, regarded by many as the catalyst for the American craft beer revolution, has posted double-digit revenue and shipment growth – topping 15%.

What has driven this feverish growth? In one word: innovation. Boston Beer’s mission has always been to bring the finest example of any product to consumers across the country, like the sessionable and refreshing Sam ’76

and Sam Adams New England IPA, the company’s take on the hottest, hazy IPA style. Then there are Angry Orchard ciders and all the new, hard seltzers & flavored malt beverages (FMBs) from Truly and Twisted Tea.

The stars have all aligned and Boston Beer’s innovative portfolio appeals to a variety of legal age consumers – not just beer drinkers, so the upside for growth is huge.

Angry Orchard’s big bet for 2018, its new Rosé Cider, is the number one innovative product in the malt-based beverage space, a category that includes beer as well as ciders and FMBs. The number two product innovation? That would be Sam ’76, Sam Adam’s new

ale/lager hybrid that was introduced earlier this year. Sam Adams has also entered the white-hot, hazy IPA category with their New England IPA, a medium-bodied, unfiltered beer featuring a big punch of citrus juiciness.

All three releases, which many thought were risky moves, have resonated with consumers, especially younger demographics. “Angry Orchard Rosé Cider is a great example of how beverage trends in one category can inspire innovation in other spaces,” says Angry Orchard’s Head Cider Maker Ryan Burk. “We were inspired by the light and fruit-forward elements of rosé wine, which, like cider, is derived from harvested and

The Return of Boston Beer Would Make Namesake Sam Adams ProudThe company that introduced America to craft beer is back on top, thanks to some revolutionary ideas.

fermented fruit.” After experimenting with small batches at the Angry Orchard Cidery in New York’s Hudson River Valley, Burk and company finally found that perfect balance, one that has really resonated with cider fans. “We’re very happy with the reception that [Angry Orchard] Rosé has had with our drinkers and this early excitement is a testament to all the hard work that went into developing this recipe.”

Sam ’76 was the result of similar, outside-the-box thinking, that ultimately paid off. “Our goal was to create something that hadn’t been done before,” says Samuel Adams brewer Jennifer Glanville. “We wanted to create something incredibly flavorful and aromatic, yet completely refreshing; a beer that really combines the best of both [lager and ale] worlds.” After experimenting for more than a year and testing over 60 iterations, Glanville and her team created Sam ’76.

Risk taking, in the name of striking gold with a new style or product launch, is in Boston Beer’s DNA. And it is what has led to their recent success. “We’re always looking for ways to innovate and dream up the next beer or beer style, like we did with Sam ’76,” Glanville says. “It’s what drives us and keeps our skills sharp.”

But it’s not only Sam and Angry Orchard’s innovative streak that is leading the charge for Boston Beer. Both Twisted Tea and Truly Spiked & Sparkling are industry leaders, whose products command consistent consumer pull. Truly in particular has tapped into a brand-new market: health-conscious millennials. “Drinkers are looking for beverages that taste great and naturally fit in with a healthy lifestyle,” says Casey O’Neill of Boston Beer’s Innovation Team.

CoverSTORY

Sam Adams brewer Jennifer Glanville

Ryan Burk, Head Cider Maker for Angry Orchard


O’Neill has seen a distinct shift in younger drinkers’ preferences. In years past, many sought out craft beers with high alcohol content and intense flavor. But O’Neill says, “[Millennials] are looking for natural, refreshing options, not too heavy on calories, carbohydrates or sugar. That’s right where Truly lives.”

And don’t sleep on Twisted Tea! As a brand, Twisted still holds the mantel as one of the most reliable FMB brands when it comes to consistent growth.

After a few turbulent years, Boston Beer has bounced back in some amazing ways. By placing their bets on innovation, Boston Beer is once again riding high. “Experimentation, pushing the limits and improving the drinkers’ experience is at the core of everything we do,” says Glanville. But the company has another significant accomplishment, one that is never really discussed. By virtue of their expansive, nationwide distribution network, Boston Beer has effectively democratized the availability of reasonably priced, best-in-class products. Glanville explains, “Whether it’s a new product or package, every decision is made with the drinker in mind.”

The Name of Boston Beer’s Game is InnovationNew Releases Have Led the Way for BBC’s Growth.

Angry Orchard Rosé

This year’s most innovative product, Angry Orchard Rosé Cider is made from rare, red-fleshed apples imported from France. Currently available in 12 oz. bottles and draught, Angry Orchard Rosé will also be available in 12 oz. cans this summer.

Sam ’76

Samuel Adam’s ale/lager hybrid is as revolutionary as the patriotic brewer himself. Sam ’76 showcases the slight fruitiness of an ale with the balanced drinkability of a lager.

Samuel Adams New England IPA

Hazy IPA is the trendy style that beer geeks are known to line up for. Samuel Adams’ interpretation, developed in their Boston nano brewery, is a stellar example.

Truly Cans

These refreshing hard seltzers are now exclusively sold in cans. This portable package highlights Truly’s natural flavors and low-calorie content, perfect for those with active lifestyles.

CoverSTORY

BrewerHIGHLIGHT

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Rich Lindsay, CEO

Rich Lindsay of Smuttynose Brewing Company

FOUNDED IN 1994 BY PETER EGLESTON, SMUTTYNOSE BREWING Company, the Granite State’s leading craft brewery produces some of New England’s most popular craft beers. After falling on

tough times financially, Smuttynose was recently purchased by local Runnymeade Investments after it went up for auction. The sale included the Smuttynose brand, its state-of-the-art, LEED – Gold certified facility on the historic Towle Farm in Hampton, and Hayseed Restaurant located next to the brewery on the picturesque 14-acre campus. The brewery is among the largest in New England, capable of producing 75,000 barrels a year.

Heady Times toured Smuttynose’s incredible facility and spoke with the newly named CEO, Rich Lindsay, to hear what’s in store for the New Hampshire craft giant.

Here are 10 things you should know about Smuttynose Brewing Company.

1. Rich Lindsay is no stranger to the beer biz. He is a seasoned industry veteran, having held executive roles with Boston Beer Co., Tuthilltown Spirits, and Night Shift Brewing as well as consulting roles with numerous startups in the alcoholic beverage industry.

2. The brewery’s flagship beer, Finestkind IPA, will be rolling out in 12 oz. cans just in time for July 4th festivities. This portable package is great for outdoor activities.

3. On-site restaurant, Hayseed, is a comfortable and friendly place for guests to enjoy companionship, good food, and drink. Hayseed offers beer-friendly food that draws on a wide range of culinary traditions, using ingredients from their own rich network of Seacoast farmers, fishermen, and local providers. The popular restaurant is open every day for lunch and dinner, but they’re closed on Tuesdays.

4. Tours and samplings at Smuttynose are very popular. Guests are welcome to walk between, under, and around towering 270 barrel fermenting tanks. Tour goers embrace the savory, sharp, sweet smells of yeast, malts, and hops and can purchase cool Smutty merch at their retail shop.

5. Smuttynose will be offering more “site-only” releases. So if fans want to try a one-of-a-kind sour, porter or other unique brews, they’ll need to stop by their tasting room. In addition to samples, 64 oz. growlers and 32 oz. squealers are available to take home.

6. The brewery is named for Smuttynose Island, the third largest of the nine islands that form the Isles of Shoals, a small, rugged archipelago that lies seven miles off the craggy New Hampshire coast.

10. For more information, visit smuttynose.com and follow them on Facebook @Smuttynose and on Twitter and Instagram @smuttynosebeer.

7. The 12th annual Will Run for Beer 5k is returning to Smuttynose Brewery on June 24th. As the final race in the 2018 Will Run for Beer series, this event is much more than just a 5k. Thousands of runners will traverse scenic, rural roads lined with hay fields and stone walls before finishing with a day-long party at the brewery that features live music, great food, and delicious craft beer.

8. Smuttynose is a fantastic venue for weddings, business retreats, reunions, or any special event. Set on 14 picturesque acres, the Smuttynose campus is a perfect blend of modern innovation, timeless charm, and rustic beauty.

9. Smuttynose Summer IPA is now available for warm weather enjoyment! A satisfying, refreshing IPA with a clean hoppy finish, Summer IPA is all about the hops.


THE CITY TOBACCO & BEVERAGE CENTER LOCATED ON LAFAYETTE Road in Seabrook offers an ever-evolving beer selection, boasting hundreds of unique beers. In addition to domestics and imports,

they take pride in being at the forefront of new and exciting craft offerings, including a regional beer section that can’t be beat. Owner Rich Rigazio has done an amazing job renovating the 13,000 square-foot space, with the help of his experienced management team. Heady Times caught up with General Manager Brian Callery and Beer Buyer Mike Buote to find out more about this beer destination.

Heady Times (HT): This place is impressive! How did you decide on the layout of the store?

Brian Callery (BC): Two years ago, we underwent a huge renovation. We made the store brighter, more open and as shoppable as possible. We made it a priority to have signage above all our coolers, letting our customers know exactly where they can find the products they want. Above our craft beer coolers are replicas of state license plates. So, if you’re in the market for New Hampshire brews, look for the NH license plate. In that cooler, customers will find local beers from breweries like Woodstock and Smuttynose. We know first impressions are lasting, so we do our best to provide a great shopping experience.

HT: You’re located only a few miles from the beach. Is summer your busiest time of year?

Mike Buote (MB): We’re busy year-round, but in the summer, it’s definitely crazy around here, especially on the weekends. It’s not unheard of to see the same people twice a day. Folks stop by to grab beer and snacks for a trip to the beach or local golf course in the morning, and then hit us up again on the way home, to get more beer and wine for barbequing in the evening. We are right off the highway in a key location, so we see vacationers heading to Maine or Massachusetts as well as lots of locals. We make sure to keep our gigantic beer cave stocked for those looking for cold beer.

Off-PremiseSPOTLIGHT

Beer Buyer Mike Buote on the left with GM Brian Callery

621 Lafayette Road, Seabrook • 603-474-5337

The City Tobacco & Beverage Center

HT: Other than your top-notch beer assortment, what other items are big sellers at The City Tobacco & Beverage Center?

BC: With our massive, custom, 50-foot humidor, cigars, tobacco and cigarettes are a huge part of our business, featuring a selection that could only be described as “epic.” And we’re proud to say that we’ve been New Hampshire’s #1 independent wine store for the last eight years.

HT: What would you like The City Tobacco & Beverage Center to be known for?

MB: Probably our tremendous selection. Any beer that’s out there that we can get, we get it. We hand-select unusual, hard-to-find, brews that are certain to satisfy the biggest beer geek. We also offer the best draught selection in the area. Weekly beer tastings are really popular and give folks the opportunity to try something new. Storewide, our prices can’t be beat. But customer service is our number one priority. We go above and beyond to make sure our friendly staff is well trained and knowledgeable so our customer’s shopping experience is the best it can be.

The Shaskeen Irish Pub and Restaurant

SINCE NOVEMBER 2005, THE SHASKEEN IRISH PUB AND Restaurant has been welcoming guests to a venue with a distinct Irish flair that brings a real slice of Ireland to Manchester. This

Queen City hot-spot was created by original founders Tommy McCarthy and famed musician Matt Molloy, of The Chieftains, the world-renowned traditional Irish band. The Shaskeen was developed to bring together drink, food, music, and “the craic” (good conversation and fun)!

Today, the current generation of owners, Josh Ames, Michael Graton, Neal Brown, and Jim Pliakos continue to see the original vision flourish and succeed, while adapting and expanding to the demands of today’s consumers. A focus on new foods, exciting beverages and live entertainment is paramount. Heady Times caught up with owner Jim Pliakos to see what makes The Shaskeen so successful.

Heady Times (HT): How would you describe the Shaskeen? Who is your customer?

Jim Pliakos (JP): A good Irish pub will be at the center of a community, or a home away from home. The majority of our staff has been with us for over five years, and in this business, that’s almost unheard of. We are a big, semi-dysfunctional family, who work well together. Staff and customers celebrate together, grieve together and look out for each other. Our customers range from infants to the elderly. We transition well from a family restaurant with traditional Irish fare to a pub, to a live music and entertainment venue. The regulars are ever changing, based on the time of day. The great thing is that we are always gaining regulars, and new faces are discovering us each week. Our regulars become part of the family, so to speak, and we always like to welcome them home!

HT: How do you describe the vibe of your pub?

JP: The front room is set up and run as a traditional Irish pub, from the décor, lively music, ambiance and a lack of multiple televisions. It’s an ideal place to meet and mingle. The backroom, however, showcases entertainment daily, featuring a fresh roster of comedy acts, open mics, and country, rock, funk and hip-hop music. It is a melting pot of talented entertainers from all walks of life. You never know what you might see back there, but we guarantee you won’t leave disappointed.

HT: We know you pour a perfect Guinness, let’s talk beer.

JP: Across two bars, The Shaskeen offers 18 various draughts, encompassing traditional favorites and popular seasonals. We do pour an amazing amount of Guinness. With the influx and popularity of craft beers, nano and micro-breweries, keeping up with all the newest beers is immense and daunting. We strive to stick with what our customers enjoy and buy, but allow a little space for the occasional “next big thing”

HT: What do you recommend as a perfect Shaskeen food and beer pairing?

JP: Our Head Chef, Berten “Lee” Tanner, is always putting a spin on something old and improving it. Our fish and chips dinner is pretty amazing, which is a filet of haddock, fried in our special Harp and

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On-PremiseSPOTLIGHT

Jim Pliakos, co-owner

theshaskeenpub.com • 909 Elm Street, Manchester • 603-625-0246

Magners batter and served with hand-cut fries, homemade coleslaw and a side of tartar sauce. The dish pairs well with a tasty Smithwick’s or Blue Moon Belgian White. If it’s just a snack you’re having, we recommend our hand-battered, fried mozzarella plate that is served with a side of our homemade tomato bisque for dipping. It goes down well with a refreshing PBR or Sam Adams.

HT: What do you want the readers to know about your pub?

JP: We pride ourselves on delivering a great experience at The Shaskeen. Our staff, our friends and our regulars make it a wonderful place to frequent, to meet old friends and make new ones. Situated in the center of downtown Manchester, we have been visited by many people, from all walks of life and corners of the world, and we can still surprise ourselves, at who might walk through the doors.


NewPRODUCTSAngry Orchard Rosé Cans

The cider declared as “your go-to summer drink” will soon be available in 12 oz. slim cans, providing the portability and versatility rosé wine drinkers are looking for. Already available in 12 oz. bottles and draught, Angry Orchard Rosé uses a combination of hibiscus and fresh juice from rare, red-fleshed apples sourced in France. This cider has a floral aroma, is apple-forward in taste and complemented by refreshingly

light tannins, similar to semi-dry wine. ABV: 5.5% Availability: Year-round, beginning in June

Redd’s Wicked LemonadeRedd’s Wicked Lemonade is the new official flavor of pre-parties this summer. With lemon up front and sweet-sour hints, this flavorful ale starts strong and finishes smooth, offering wicked-good refreshment. ABV: 8% Package: 24 oz. cans Availability: Year-round, beginning in July

Svedka Spiked Premium SeltzerBeginning in May, retailers will have a new offering to capture high-end consumers seeking more premium and sophisticated choices thanks to the introduction of Svedka Spiked Premium Seltzer. Sparkling waters continue to gain momentum as health and wellness behaviors have only strengthened in 2018, and hard seltzers are viewed as a

more permissible option for that lifestyle. At just 100 calories and offered in sophisticated flavors: Strawberry Elderflower and Tangerine Hibiscus, Svedka Spiked Premium Seltzer is just what those consumers are looking for. ABV: 4.5% Package: 12 oz. cans only Availability: Now, year-round

Svedka Spiked Premium Seltzer Variety Pack

Get three Svedka Spiked Premium Seltzer flavors – Strawberry Elderflower, Tangerine Hibiscus and Cucumber Basil (exclusive to the variety pack) – in one convenient 2/12 pack can variety! Availability: Now, year-round

Fuzzy Traveler Peach ShandyFuzzy Traveler is a juicy wheat beer made with real peach and a kiss of honey. It delivers everything you love about a shandy, with the perfect pop of peach flavor. Well isn’t that just peachy!? ABV: 4.4% Package: 12 oz. cans only Availability: Year-round, beginning in July

White Claw Black Cherry Hard Seltzer 2/12 Pack CansThe #1 flavor in the White Claw portfolio is now available in a 12-pack! White Claw Black Cherry Hard Seltzer has an unmistakable cherry aroma, which leads to an incredibly refreshing, dry hard seltzer. Crisp and clean, a fresh, juicy, black cherry taste shines through the clean seltzer base with just the right amount of carbonation. ABV: 4% Availability: Now, year-round

White Claw Package Refresh This summer, White Claw Hard Seltzer will be upgrading its packaging, with a more premium look that will better represent the brand’s ideals. White Claw is the brand that that facilitates and celebrates purity--living one’s best life. Availability: Year-round, beginning in June

NewPRODUCTS


Smuttynose Finestkind CansFinestkind IPA is Smuttynose’s biggest selling beer, the one by which most people first make their acquaintance, and now it’s finally in cans! They think it was worth the wait, and beer lovers seem to agree. Smuttynose brews their IPA as a physical salute to the glory of the American hop grower. The citrusy hop flavor coming from a mixture of Simcoe and Santiams is pleasantly balanced by a smooth bitterness from the Amarillo hops. The beer itself is light bodied and crisp with a golden amber

color that will throw a slight haze, as they bottle it unfiltered. Finestkind is also available in 12 oz. bottles and draught. ABV: 6.9% Availability: July

Woodstock Inn Variety PackOur friends at Woodstock Inn Brewery have rolled out a fantastic variety package that gives thirsty consumers a chance to try a mix of great Woodstock products. The summer variety pack include: Pigs Ear Brown Ale, Red Rack Ale, 4000 Footer IPA or Woodstock IPA, the current seasonal, which now is Lemon Blueberry Pale Ale and something they call brewer’s whim, which is a constantly changing brew or limited release. Package: 12 oz. cans only Availability: Now, year-round

Samuel Adams Summer AleGolden, hazy and thirst-quenching, this American wheat ale is synonymous with summer. Lemon peel adds a bright citrus note that’s complemented by spicy, citrusy Hallertau Mittelfrueh and Saaz Noble hops. Grains of Paradise accent the crisp wheat character with a peppery spice that finishes clean. Iconic as it is refreshing, Summer Ale is just right for any summer day. ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Now!

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.

SeasonalSELECTIONS

Go Big With the Big 12sFollowing a successful launch in the Southeast, Coors Light and Miller Lite are expanding distribution of their 16 oz. 12-packs to reach thirsty consumers. These are available for your summertime enjoyment. Availability: Now!

SeasonalSELECTIONS


UFO and Polar Blueberry LemonadeTwo well-known companies, who share a love of crafting refreshing fun beverages, have collaborated to bring their fans the ultimate flavor adventure. UFO brewers worked closely with the team from Polar to

select a delicious flavor from their Seltzer’ade line that would pair with a classic wheat beer. Flavor adventure is about to take on a whole new meaning with this partnership! ABV: 4.8% Packages: 12 oz. cans and

draught Availability: Now!

’Gansett Retro 12 oz. CansNarragansett is bringing back their popular ’Gansett Lager “1975 Jaws cans” just in time for Shark Week! Famously crushed by Captain Quint in the cult classic, these retro 30-pack cans are the most frequently requested package by retailers and consumers. And they’re a great grab-and-go package for the boat or the beach. Narragansett Lager

is the perfect balance of malt flavor and refreshment. Crush it like Quint! ABV: 5% Package: 12 oz. cans only Availability: Now!

Smuttynose Summer IPASummer IPA is all about the hops. It’s a satisfying, refreshing IPA with a clean hoppy finish, perfect for the summer months. The aroma is both complex and hoppy, while perfectly balanced. Look for Amarillo hops. The only thing more balanced than the aroma is the flavor, offering subtle malt sweetness on either side of the hop profile, and closes with a crisp, hoppy finish. ABV: 5.5% Package: 12 oz. bottles only Availability: Now!Clown Shoes Bubble Farm IPA

Bubble Farm IPA has Simcoe, Idaho 7, and Azacca hops that mingle together to bring you this incredibly crushable IPA. The flavors strike a balance between sweet and bitter, while notes of tropical fruit, lime, and pine all intertwine with a juicy finish that begs you to try some more. ABV: 6.5% Package: 12 oz. cans only Availability: Now!

Sierra Nevada Single Hop PackEach hop varietal has its own distinct flavor and aroma that Sierra brewers use in various combinations to create different flavors in their beers. Sometimes though, they prefer to strip away those layers and let the bold flavor of an individual hop shine through. Discover the flavors of these unique single hops in this all-new, 2/12 can variety pack of four hop-heavy beers including: Single Hop IPA, Single Hop Session IPA, Single Hop IPL and Single Hop Double IPA. Availability: July

UFO Pink Lemonade ShandySunny, citrusy and fun, UFO Pink Lemonade Shandy is the perfect warm weather beer. Find your beach chair, grab a 6-pack, add some friends and you’ve got yourself a recipe for a sensational summer day. ABV: 4.4% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Now!

SeasonalSELECTIONS


Sebago Simmer DownSebago Simmer Down is a session ale designed for your summer activities or relaxing your day away. It’s a beautiful, golden ale with boldly aromatic hop notes of mango and tropical fruit that follow through to the end with a clean crisp finish. ABV: 4.9% Packages: 12 oz. cans and draught Availability: June

Neighborhood Mow Money Lawnmower IPAMow Money Lawnmower IPA is a hop-forward pale ale with an ultra-smooth mouthfeel. Like nothing else. This refreshing brew is synonymous with summer. ABV: 6% Packages: 16 oz. cans and draught Availability: Now!

Magic Hat Big Hundo Imperial IPA

As the hop enjoys an unrivaled reign over the palates of the world, Magic Hat sought to brew a beer worthy of not just imperial status, but of straight-up royalty. Tipping the scales at the absolute peak of bitterness, Big Hundo is bursting with citrus and pine notes. Dry-hopped with Centennial, it gives off a heady aroma and is accompanied by a flattering

dark, golden body. ABV: 9% Package: 16 oz. cans only Availability: June

Allagash Little BrettMuch of the aroma and flavor of Little Brett comes from its fermentation in stainless with Allagash’s house strain of 100% Brettanomyces yeast. One malt, their 2-row barley blend and one hop, Mosaic, add to its simple, yet balanced characteristics. Little Brett comes out a hazy, straw-colored beer featuring an aroma bursting with pineapple and notes of bread crust. Pineapple continues through the flavor, with additional notes of fresh-cut grass. A mild tartness in the finish is rounded out by a pleasant hop bitterness. ABV: 4.8% Packages: 12 oz. bottles and draught Availability: June

Woodstock Inn Lemon Blueberry Pale AleLemon Blueberry Pale Ale, is a summer favorite that is a light and easy to drink pale ale. This refreshing brew is flavored with the essence of lemon and taste of luscious blueberries. ABV: 4.4% Packages: 12 oz. cans and draught Availability: Now!

Baxter Ceremony Green Tea IPACeremony is Baxter’s ever-evolving ritual of seeking perfect harmony and synergy between green teas and hops. This tradition started in 2015, to commemorate Baxter’s fourth anniversary, and returned last year as a late summer offering. It seemed fitting to bring back this meditation on matcha to celebrate Baxter’s first ever stickered 16 oz. can. Tradition and innovation, like hops and green tea, might seem like opposites, but for Baxter, it’s the yin and yang of craft beer. For this Ceremony, they delicately increased the body of the base beer and introduced a honey note to balance the beer’s herbal undertones and characteristic IPA bite. Gunpowder green tea and matcha are added with the dry hops, which feature flavor profiles from grassy and herbal to citrusy and fruity. ABV: 4.9% Packages: 16 oz. cans and draught Availability: Now!


Switchback Citra-PilsCitra-Pils Keller Bier is

Switchback’s special “twist” on the classic pilsner. They brew this lager in the most traditional way, using only light pils malt and Saaz hops. After a six-week lagering process,

they dry hop this beer with a blend that includes Citra hops along with

the Saaz. The bright, lemony citrus notes of the Citra complement the noble Saaz character perfectly, yielding a delightfully refreshing pilsner with a decidedly nontraditional twist. Citra-Pils is carbonated naturally and left unfiltered for the fullest flavor possible. Some yeast sediment is normal. ABV: 5.1% Packages: 12 oz. bottles and draught

Moat Mountain Miss V’s BlueberryMiss V’s Blueberry is an American style, unfiltered ale that is light, clean, and crisp with a gentle fruit finish. Beer first, fruit second: Moat Mountain steams the blueberries separately and adds the extracted juices during fermentation. Deliciously popular, year-round! ABV: 4.9% Packages: 16 oz. cans and draught

Brooklyn LagerIn the late 1800s, Brooklyn was one of the largest brewing centers

in the country, home to more than 45 breweries. Lager beer in the “Vienna” style was one of the local favorites. Brooklyn Lager is amber-gold in color and displays a firm malt center supported by a refreshing bitterness and floral hop

aroma. Caramel malts show in the finish. The aromatic qualities of the beer are enhanced by “dry-hopping”, the centuries-old practice of steeping the beer with fresh hops as it undergoes a long, cold maturation. The result is a wonderfully flavorful beer, smooth, refreshing and very versatile with food. Dry-hopping is largely a British technique, which they’ve used in a Viennese-style beer to create an American original. ABV: 5.2% Packages: 12 oz. bottles, 12 oz. cans and draught

Abita Purple HazeAbita Purple Haze is a lager made with real raspberries added after filtration. It is brewed with pilsner and wheat malts and Vanguard hops. The berries add a fruity aroma, tartly sweet taste and a subtle purple color and haze... you may see fruit pulp in the beer. This sessionable lager pairs perfectly with salads, fruit desserts and chocolate. ABV: 4.2% Packages: 12 oz. bottles and draught

Great Rhythm Tropical HazeTropical Haze is a hoppy, hazy IPA that will lead you to paradise. This year-round favorite is refreshingly perfect for your summertime activities. ABV: 6.8% Packages: 12 oz. cans and draught

Stony Creek Cranky IPAAssertive hop character, enhanced by a smooth malt backbone, are what define this IPA. Stony Creek Cranky IPA showcases citrus and tropical fruit hops balanced by notes of black pepper and pine. This IPA is cranky enough to satisfy your bitterest of dispositions. ABV: 6.8% Package: 12 oz. cans only

Ballast Point Bonito Blonde AleAn approachable beer with some substance, Bonito is inspired by California’s perma-sunny days. This brew draws you in with its golden color and soft malt character, while the light mouth feel and dry finish keeps you coming back. And what would set a San Diego blonde apart? A subtle hint of hops, naturally. ABV: 4.5% Package: 12 oz. cans only

Available Year-Round PERFECT FOR THE SEASON

Programs


Win Summer Swag With Miller Lite’s Aluminum PintsAs the only light beer that doesn’t compromise on taste, Miller Lite is the perfect summer companion. From May through July, Miller Lite is offering exclusive aluminum pints featuring true Americana artwork. Pints will also carry Snapcodes, offering drinkers the chance to win original summer merch, including aprons, fanny packs, flip-flops, soft coolers and free Uber ride codes.

It’s a Seltzer Summer! Summer days deserve rosé, and Smirnoff’s got you covered with Smirnoff Spiked Sparkling Seltzer Raspberry Rosé. Voted product of the year two years in a row (2017 & 2018) by Consumer Survey or Product Innovation, Smirnoff Spiked Sparkling Seltzers have 25% fewer calories than a glass of white wine! Feel free to indulge all summer long.

Smirnoff Ice Red White & Berry Supports iPads for SoldiersRaise one to the Red White and Blue! This summer, Smirnoff Ice Red, White & Berry will be proudly supporting the iPads for Soldiers organization with a $50,000 donation! This organization is dedicated to connecting those fighting overseas, with their families back home, through technology.

Guinness SoccerGuinness will be the beer that international soccer fans gather around this summer. The World Cup has more interest on Google than the big game, the Olympics and the Tour de France combined. It’s the 5th most watched sporting event in the U.S.! Guinness drinkers in the U.S. are 41% more likely than other beer drinkers to watch World Cup Soccer. So, this soccer season, make sure to stock up on everyone’s favorite Irish import.

Programs


Twisted Tea Sponsors Dierks Bentley’s Mountain High TourDierks Bentley’s Mountain High Tour, sponsored by Twisted Tea, the #1 selling hard iced tea, will be on the road from May through October 2018 with over 30 headlining shows and opening acts LANCO and Brothers Osborne! The tour lands at Gillette Stadium, in Foxborough MA on August 24 & 25. 360 degree summer activation is anchored by Twisted Tea’s sponsorship of the tour, Bentley’s new album and the CMT Music Awards. Twisted Tea is a flavorful, refreshing alternative to light beer and at 5% ABV, it’s perfect for any tailgate. To inspire the best tailgates, Twisted Tea has pulled together the dream team of Tailgate Pros – Ty Dillon, Casey Webb, Dierks Bentley and consumers. Throughout 2018, this roster will be sharing their tailgate pro tips: at race weekend, before a country show or even at a backyard BBQ. Rounding out the program is a Twisted Tailgate sweepstakes. Twisted fans will submit their own pro tips through a social media contest for the chance to win a visit from the Twisted RV!

Sam Adams is leveraging summer’s patriotic holidays to highlight vetrepreneurs (veteran entrepreneurs) who are filling their glasses on the journey to pursue better. On and off-premise retailers can both execute the Sam Salutes campaign.

On-premise, POS will urge consumers to celebrate active duty military and veterans by purchasing a Sam ’76, Boston Lager or Summer Ale to thank a military member for their service and/or consumers can text-to-donate to the StreetShares Foundation, which helps veterans start and grown their own businesses. Sam Adams will match every dollar donated.

Off-premise, for every 12-pack of Boston Lager sold, Sam will donate 50 cents to StreetShares. Limited edition Sam Salutes packaging will also be available to coincide with this program.

Angry Orchard Rock the Roots Music Tour Get ready for a summer filled with music, sun and cider. From June – September Angry Orchard is hitting the road with incredible bands, making stops in nine cities across the country. Angry Orchard is taking the concept of Harvest Fest on the road with Sublime with Rome, The Offspring, 311, The Dirty Heads and other great bands to delight music fans and cider drinkers alike. Angry Orchard fans can enter to win 2 VIP tickets to the Rock the Roots Music Festival in the city of their choice. One grand prize winner will score 2 VIP tickets and an all-expenses-paid trip to the final festival in Walden, NY.

Truly Spiked & Sparkling AVP Beach Volleyball Event Series Sponsorship This summer, Truly Spiked & Sparkling is going on the road with AVP – the premier U.S. pro beach volleyball league – as an official sponsor at all nine tour stops around the country.

AVP fans and Truly drinkers have two main things in common: they’re health conscious and enjoy being social. Truly’s AVP sponsorship brings these two elements together in a perfect package. This partnership includes a national text-to-win sweeps, giving Truly fans a chance to win tickets to AVP’s final event in Hawaii – an all-expenses-paid trip for two! The grand prize includes airfare, hotel accommodations (4 nights), $500 spending money, and VIP tickets to all 4 days of the tournament.

Programs


Pacifico 12 oz. Can Advertising is HereThe unmistakable vibrant yellow of the new Pacifico 12 oz. cans are now dotting cold boxes and shelves nationwide.

While consumers will be hard pressed to miss the eye-catching packaging at retail, they’ll also be seeing plenty of the new Pacifico cans in the brand’s first-ever national advertising campaign.

Complete with TV, social, POS and more, the cans are significantly highlighted across all media types.

The cans are already off to a red-hot start. They’re the No. 1 new item in import dollar sales and the No. 1 high-end SKU in dollar sales launched in 2017.

The Pacifico brand has experienced tremendous growth in the select markets where it’s been supported by advertising. In California, Pacifico recently surpassed Miller Lite and is now the No. 6 beer in the state. In Colorado, Pacifico entered the top 15 brands and grew 17% in 2017.

But this is far from a West Coast brand. In the East, Pacifico was up 15% without media and the 12 oz. can.

Pacifico Is Back As The Official Beer Sponsor Of The X GamesOf the top 35 beer brands, Pacifico was the fastest-growing brand during summer. To further drive the brand’s momentum and to continue to generate awareness nationwide, Pacifico will once again be the official beer sponsor of the Summer X Games – the largest and best-known action sports event in the country.

During the first year of the sponsorship, more Pacifico was sold at the games than bottled water. This year’s sponsorship promises to have an even bigger impact on driving growth with Pacifico receiving national media exposure, national promotion and consumer sweepstakes enhancers and more.

This summer, Pacifico will be giving consumers the chance to win a trip to the X Games and custom Pacifico skateboards via Facebook and Instagram.

Pacifico and the X Games truly are a perfect fit. The sponsorship helps Pacifico reinforce its authentic, independent spirit that appeals to the experience-seekers with its core consumer base.

HarpoonFest 2018New England’s best celebration of fresh beer, local music, regional food trucks, and the start of summer rolls into Boston on May 18th and 19th, 2018. The weekend wraps up with the 17th annual Harpoon Five Miler presented by Reebok on Sunday May 20th. As always, the race benefits the Angel Fund for ALS research. Get your summer off to a great start with Harpoon!

Harpoon BBQ Festival 2018Join Harpoon on July 28th and 29th at their brewery in Windsor, Vermont to celebrate New England summer in all its glory: BBQ, beer, bands, and the beautiful backdrop of the Connecticut River. Come early and come hungry!

Win the Ultimate UFO Beach PackWhen Life’s a Beach…

This summer, from May 1st to June 29th, UFO will be giving consumers the ultimate beach pack… everything they need for a fun-in-the-sun day. Consumers will be asked to show how they’re spending their beach days by following @UFObeers and tagging them with #ufobeachdays for a chance to win the ultimate beach pack!

Programs


Dogfish Head Off-Center Your Summer Dogfish Head is ready to rescue you from the “same old summer” with a bucketful of off-centered ales and a whole lot of inspiration to take your summer fun to the next level! From impactful, 3D displays to a “photo kit in a box” for bars, this program is designed to get consumers to embrace their off-centeredness all summer long.

Mike’s Partners with the USOMike’s will be supporting the troops this summer by partnering with the USO and making a $250,000 donation to their cause. The United Service Organizations Inc. is a nonprofit that provides live entertainment, such as comedians, musicians and other programs to members of the U.S. Armed Forces and their families. This partnership allows Mike’s to sponsor comedy shows for active military and veterans across the world.

Text-to-Win a Seagram’s Escapes Stand Up PaddleboardThis summer consumers can Keep it Colorful with refreshing Seagram’s Escapes. Promoting the top two selling packages for Seagram’s Escapes – Jamaican Me Happy and Variety Packs, consumers can text NH to 40691 for a chance to win a Stand Up Paddleboard.

Programs


Summer of SculpinBallast Point is dedicated to making Sculpin the best quality beer possible, to ensure that consumers have a great experience, every time. So, they are asking fans to take that approach to the way they craft their summer: put the effort in, to make it a quality one. Because when you do, the reward is that much greater. The Summer of Sculpin campaign will drive brand awareness and consumer engagement with Ballast Point’s first-ever, national consumer sweepstakes. Craft beer fans will be encouraged to enter on social media (from 5/25 – 8/3) for a chance to win the ultimate Summer of Sculpin experience in San Diego, CA.

One grand prize winner and a guest will receive:

• Round trip airfare & hotel in San Diego for 2 nights, 3 days

• A fishing trip with the Ballast Point fishing team

• A private Ballast Point brewery tour

• A chance to brew Sculpin IPA with Ballast Point Brewmasters

• $500 spending money

• A Ballast Point homebrew kit

• $200 gift card to the Ballast Point online apparel store

10 first place winners will receive:

• A $200 gift card to the Ballast Point online apparel store

• A Ballast Point homebrew kit

Road Jam Music Festival at Gunstock Mountain July 14th

Two Roads Brewing Company will host its 1st Road Jam Music Festival at Gunstock Mountain in Gilford on Saturday July 14th with a camping ticket option to stay over until Sunday 15th. This festival will include 11 local and regional bands playing over the course of the day – 1:00pm to 11:00pm. The festival will be open to those who are 21+.


RethinkingRETAIL

AmoskeagBeverages.com, Just a Click Away

Packed with all the information you need and the product details your customers can access right from their cell phones, our website includes specifics on all our products and retailer resources. On our website you can access our company bio and our company directory and so much more.

Beer Information Sent Straight to Your Inbox

As a member of our Retail Customer Notification Group you receive new product information, weekly price promotions and price change notifications. All this keeps recipients up-to-speed on important product information for the upcoming week. Occasionally we will also send out other important company bulletins. Our Craft Specialty Group receives eblasts indicating what our craft beer inventory levels are, because

we know how important it is for you to have this information when ordering those high demand products.

To receive these eblasts, simply send an email to [email protected] with your account name and email address, and which eblasts you would like to receive.

Social Media

Amoskeag is active on all your favorite social media platforms, from Facebook to Instagram to Twitter. Join the conversation by connecting for news, local beer scene stories, beer tastings, new beers & breweries and updates on all of our brands. Don’t miss out on finding out the latest beer news and connect with us today @amoskeagbev.

Print Publication

You’re holding it right now! Our in-house publication, Heady Times, published four times a year, features new and seasonal products, Rethinking Retail and upcoming programs. Heady Times also includes brewer interviews, which give you a firsthand peek at what’s new in the brewing world. It’s a fantastic resource, so why chance missing a single edition? To receive Heady Times, talk to your sales representative.

Superior products and exceptional customer service is a given, but we also partner with our accounts and strive to bolster profits using new and innovative techniques. For better or worse, the beer industry and sales trends are always in flux, and Amoskeag is dedicated to making sure you can count on us to be more than just another wholesaler.

For more information on any of these resources head to amoskeagbeverages.com, contact your local sales rep or give our receptionist a call at 603-224-3348

How Amoskeag is Changing the Definition of Beer Wholesaler Check out these exclusive resources that maximize your profits

Amoskeag Beverages doesn’t want to be your “average” wholesaler. We strive to be your best partner by bringing you great products and winning customer service. More recently, we’ve made it our mission to change the very definition of what a wholesaler is, by developing new ways to help you grow your bottom line.

Here’s a rundown of some of our exclusive resources, each created to save you time, better serve your customers and maximize profits.

510 Hall StreetBow, NH 03304-3105

Whale’s Tale Waterpark Hosts The Akua Classic Pro-Am Flowdown, July 7th & 8th

Whale’s Tale Waterpark in Lincoln is everyone’s favorite place to have fun and beat the heat. This summer, they are hosting a totally tubular event…the Akua Classic Pro-Am Flowdown!

The Akua Classic Pro-Am Flowdown is a first of its kind flowboarding competition which will be held at Whale’s Tale Waterpark in Lincoln, on July 7th & 8th. The Pacifico Beer sponsored event, features Akua Beach, a Pacific Surf Proflow Double sheet wave surf simulator. Flowboarding is a sport that has been often compared to as a mix of snowboarding, surfing, and skateboarding and has become a competitive sport around the globe. Both body boarders and stand up boarders enjoy the sport.

Several factors make this competition different than any other. In addition to traditional pro and amateur classes, The Akua Classic Flowdown is the first to offer both Tandem and Strapped competitions. The Tandem class allows two riders, each on their own board, to compete as a pair on the same wave simultaneously. In the Strapped event, riders use a board with straps, which allows for greater control and bigger tricks. “This is the first competition for strapped boards on a non-barrel sheet wave, which takes the sport to the next level,” says Mike Pappy, Master Coach and Flowboarder with the Flow Dogs. The third and most unique component of the Akua Classic is the Flowdown, where winners of each

division will compete in the Final Flowdown. The Flowdown winner will receive the grand prize of a 5 Night stay and adventure with the Rincon Surf School & Resort in Rincon, Puerto Rico.

Jeb Boyd, from Whale’s Tale Waterpark says, “While this is our first Flowboard competition, we are confident that the uniqueness of the Akua Classic Flowdown will gain attention around the world. This great event encourages wholesome free expression, camaraderie, and athleticism in a very cool environment.” Registration opened May 1st. For more information on Whale’s Tale Waterpark and the Akua Classic, go to www.whalestalewaterpark.net.

THE RETURN OF BOSTON BEER - Amoskeag Beverages · 2019. 5. 28. · Sanbornton, for their 4th annual...

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