SPRING 2010 | VOLUME #58 The Official Publication of Origlio Beverage Cinco Celebration You gotta love a “no strings” holiday. They are the ones that require neither gifts nor mandatory attendance at a family dinner. Cinco de Mayo is a perfect example. It’s a celebration pure and simple, a much needed reminder that summer is near. “Cinco” is an excuse to drink some beer and have fun. But to the savvy merchant, it’s an opportunity to sell profitable beer. Because consumers form emotional attachments to brands associated with festivities, pour on the promotions and reap better beer sales in the long run. By celebrating Cinco, you have a reason to direct your customer’s attention to the entire category of Mexican beers, which features an array of styles and price points. From light, quaffable lagers like Corona to the tawnier Vienna-style brews like Dos Equis and Negra Modelo, these beers deliver a big dose of Mexican authenticity and excitement to all your Cinco de Mayo promotions. Corona’s unmistakable imagery and refreshing taste make a it perennial favorite. Modelo Especial and Negra Modelo sales are up 12.2% and 18.2% respectively according to Beer Marketers Insights. In This Issue Mexican beer represents Letter to the Trade..........................2 53% of the import category. Falone’s...........................................3 Beer etc ..........................................4 New Products.................................5 Seasonal Selections.......................8 Portfolio Perfected .......................16 A Taste of Mexico.........................18 Programs ......................................18 The Retail Edge ............................22 A Marketing Makeover The Beer Guy................................23 Two Brewers, Brewing as One Hiring Good People Hiring good people is trickier than it Questions asked during an interview sounds. In our current economy there should be well thought out in are a lot of available applicants, but advance. You want the applicant to do how do you know which ones are most of the talking and your right for your business? How do you questions should be designed to elicit find a new team player, whose work responses that reveal something about ethic and demeanor will complement the person’s work ethic and ability to your existing staff? A “gut-check” get along with other people. Here are is useful, but Human Resources a few examples: professionals have identified certain n What skills should an employee key indicators, or potential warning possess to get along with co- “Questions signs you should consider before workers? saying, “You’re hired.” asked during n What would your previous Some of these indicators are very employer say about you? an interview simple to spot. If a job application is submitted with blanks or scratch-outs, n Tell me how you would go about should be well the applicant may be trying to hide resolving a conflict with a co- something. It could be something worker? thought out in negative about performance or Listen carefully to the responses. If advance. ” information about a rocky the applicant is quick to blame other relationship with other employers. people for work related problems, this Your application should make it clear person might not turn out to be a that you will be checking references. model employee. It should also state that the terms of employment are “at will” which There are a lot of Human Resource means that an employee can be consultants and software packages that terminated for good cause, or bad offer sound advice on effective hiring cause, or no cause at all. Conversely, practices. The tools are out there so the employee is equally free to quit at with a bit of research, you can avoid any time and for any reason. hiring the “employee from hell”. Sincerely, Dominic Origlio, President 2 Origlio Beverage • www.origlio.com HeadyTimes v.58 On-Premise Spotlight: Falone’s There is definitely something to be said about family… especially families in business together. Fred Falone opened Falone’s take-out imported bottled beers, store in South West Philadelphia in prominently displayed in an 1952. Born and raised in Italy, Fred 11 door, well-lit cooler. A has worked in the industry since he large array of 12 pks, 6pks was a young man, helping his father and single bottles are run a similar business in the old available for take-out or to country. In turn, Joe Falone, Fred’s drink in, while enjoying a son has been by his father’s side, meal in their quaint dining helping run the family business since area. “I’ll bring in whatever Joe Falone, Owner of Falone’s (middle) with his parents Fred and Kathy he was a teen as well. After Fred’s beer my customers ask for.” retirement a few years ago, Joe took Yuengling is a favorite among his account for much of our country’s over the family business and moved patrons, “and I don’t mind bringing wealth. The values and wisdom it to its current location in Glenolden, that in because it’s my favorite too!” passed down through generations, closer to his own home in Springfield exclaims Joe. including a good work ethic, the and just miles from family. knowledge of what it takes to run a Joe is 100% dedicated to his successful business and the value of “Everything I know I learned from business, just as his father was and loyalty to co-workers, customers and my father. When I need insight, I go his father before him. “I have community are all staples of a strong to him. His 50 years of experience dabbled in a few other jobs, but this business foundation that will allow pays off,” laughs Joe. is where my passion lies. It’s what Falone’s to prosper for years to come. Although retired, both Fred and his I’ve done all my life.” The store is What research may never show us, wife Kathy still help out in the store open 7 days a week from 7AM (they Falone’s does… the wealth that frequently. “My parents and I built serve breakfast) to 2AM and Joe is at family businesses accumulate may great relationships in South West the store every day. “I want to make not be solely monetary. The feeling of Philly, being there for so long our sure things are running smoothly. I security and the importance of customers felt like an extended don’t get much sleep, but when I do, honoring a family name is worth family. I learned the importance of I can sleep soundly knowing all is more than any dollar amount ever great customer service and making well with the store.” Now that’s could be. connections with people, just being dedication. And his dedication pays friendly and delivering prompt, off. One of Falone’s customers accurate service seems simple but it’s recently reviewed the take-out store really important. It’s what keeps on yelp.com, “If you live in the people coming back. And, a thank Glenolden area along Chester Pike, I you goes a long way. Without good would definitely suggest Falone’s, customer service we would fail for especially for late night. Not only are sure,” Joe admits. they a decent pizza joint, they also sell beer (sounds like one-stop late “It’s funny, we still have customers night shopping to me). Most places who travel from the city to come see around town close rather early, so us! Well, that and to get a great Falone’s capitalizes on the late night cheese steak,” Joe laughs. “There is a business of beer and food. The last ton of competition in this area. Our time I was in this place it was around beer selection and cheese steaks are midnight and they were still going what really set us apart.” Sliced fresh strong. The restaurant is very clean daily, people say Falone’s has the best and well run. All the staff was ‘steaks’ around. After so many years very pleasant.” in the business, Joe knows variety is what people want. The tremendous Research shows that family beer selection at Falone’s consists of businesses account for 2/3 of all the over 100 different domestic and businesses in the world and they also Falone’s, Chester Pike, Glenolden HeadyTimes v.58 Origlio Beverage • www.origlio.com 3 Off-Premise Spotlight: Beer etc The hardworking and adaptable attitude of Ed Diamond and his family has served them well. The Diamond family has been in the beer business since 1898 when they first owned Diamond Beverage in Kensington, Philadelphia. From generation to generation the Diamond motto, “Be a fountain, not a drain”, has laid the Ed Diamond, Owner of Beer etc groundwork for their growth. To grow your business it is necessary to work money on advertising and absorbs the of a business. Despite common hard at being proactive, not reactive; cost of the beer samples because he misconceptions, the beer industry is not recognize opportunities and adapt and believes in educating his customers. In recession proof. Ed believes that it is overcome with change. Beer etc is the this industry, you must be proactive, only recession proof if you make it product of these philosophies. rather than reactive. “Be a fountain, that way. Ed Diamond, the fifth generation not a drain”. Not only is Ed making his business legacy, purchased the Diamond family’s The craft beer movement grows more recession proof, he is making it a craft newest location just over a year ago in and more every day because of owners beer destination. His customers come the Synder Square Shopping Center in like Ed Diamond. He has embraced from near and far. Hatfield, Pa. Beer etc is reaping the the craft beer movement so much so benefits of heavy traffic from the Giant Whether you are a regular or long that he and his staff have completed a Superstore next door. The flow of distance traveler, your experience with Beer Judge Certification course grocery store shoppers keeps his Beer etc will be second to none and enabling them to fully understand business steady, but it’s his constant one you will travel back for. the many styles of efforts that make it thrive. Efforts beer and their including store layout, updated website complexities. When and what he calls “manufactured his customers have sales”. The store is very well organized questions or need with manageable displays and clearly direction, he is able posted pricing, either on shelf strips or to offer more snap frames hung above the display. If informed you are looking for cold beer, they suggestions have 10 cooler doors filled with benefitting both his domestic, craft and specialty import customer and his products. The store itself is very bright, bottom line. Fine clean and heated, which contributes to tuning Beer etc is a a comfortable shopping experience. As work in progress, for the website, they are making but what growing continuous efforts to stay current. They business isn’t? do this by maintaining an accurate list of their draft beer inventory and often Unfortunately hard beer based recipes — all online. Beer work isn’t always etc is one of the few retail outlets with enough to grow a a draught system allowing them to offer business. Being able customers draught beer samples. Both to adapt and the website and store layout contribute overcome adversity, to what Ed calls his “manufactured especially in trying sales”. These are sales resulting from times like these, business decisions and efforts he is imperative consciously makes. Ed also spends for the longevity Beer etc, Cowpath Road, Hatfield 4 Origlio Beverage • www.origlio.com HeadyTimes v.58 Coors Light Innovations Coors Light Home Draft Coors Light “Window Pack” Coors Light is bringing a revolutionary Home Draft Our guy is active and he lives for his favorite summer system to life in 2010! activities. Whether he’s enjoying time throwing a frisbee in the park or barbequing at home with friends, the last With 1/3 of all beer consumers preferring draft beer to thing he wants to worry about is bottled or canned, this new innovation allows the beer warm beer. Now consumers can drinker to enjoy real draft beer at home! The package see if their beer is cold when stays fresh and ready to use for 30 days and always making their purchase. The delivers a consistently smooth pour. The new Home NEW Coors Light Window Draft system is also compact and fits well in the Pack will help ensure the refrigerator, yet provides more ounces than current beer is cold and ready “mini-kegs”. In addition, the package incorporates the to drink! Cold Activated technology so consumers will know when their Home Draft is ready to drink. This innovative secondary package By creating a new product creates awareness and category, the launch of the shopper intrigue. Now Home Draft system will consumers can see if communicate awareness of the Cold Activated the innovation at retail to mountains on the spark shoppers’ interest, primary packaging are blue, while brand-specific POS further reinforcing the benefits of at the cooler will highlight Rocky Mountain Cold Refreshment. the unique product benefits. Smirnoff Premium Mixed Drinks Just in time for the warmer weather, Smirnoff (a master of easy mixed drinks) introduces a line of Progressive Adult Beverages as convenient as beer but with the great taste of everyone’s favorite mixed drinks. The new line of “mixed drinks” delivers a premium taste experience with the perfect balance of flavor, sweetness, alcohol and just a hint of carbonation. Using natural flavors and triple filtered malt, these classic malt drinks are perfect for any occasion. Available in Lemonade, Cranberry & Lime and Blueberry & Lemonade. Offer your customers an alternative to beer; a perfect opportunity for incremental sales! The introduction of Smirnoff Premium Mixed Drinks will be backed by a multi-million dollar advertising campaign all summer long. Try the great taste worthy of a glass! Available now! HeadyTimes v.58 Origlio Beverage • www.origlio.com 5 Red Stripe Introduces Red Stripe Light Available in April, Red Stripe Light is a fun new beer with serious profits, mon! Red Stripe Lager is loved by consumers everywhere and its sales are on the up and up! Red Stripe drinkers are those who think for themselves, love the stubby bottle and are willing to shell out a few extra bucks to enjoy the delicious Jamaican lager taste. For those who love light beer for easy drinking occasions, Red Stripe Light is a perfect low- calorie refreshment. The Red Stripe Light launch is being supported with TV advertising all summer long and online presence all over Sly Fox Adds Rt. 113 IPA to the web! Hooray for light Canned Beer Portfolio beer! The release of Sly Fox Rt. 113 IPA in cans this spring—the fifth beer in the brewery’s canned beer line—is a prime example of the old adage that the customer is always right. The beer was first brewed back in 2002 when a customer asked brewmaster Brian O’Reilly to make him “a beer as big as that road out there,” gesturing toward Rt. 113 which ran in front of the Phoenixville Shopping Center, which was home of the Sly Fox Brewhouse & Eatery. Sly Fox became the first Mid-Atlantic brewery to use cans as its primary package. Rt. 113 IPA was the most requested style to be added to the line. If a single voice was enough to inspire the beer’s creation, such an ever-growing chorus Introducing…Harpoon Belgian Pale Ale! was hardly going to be ignored. Harpoon Belgian Pale Ale is the first year-round brew to This bold and spicy IPA, brewed with imported Pale and be added to the Harpoon family of beers since Crystal malts and hopped with Centennial, Cascade, Harpoon Brown Ale was released in 2007. They Columbus, German Northern Brewer, and UK East Kent first brewed a Belgian Pale Ale for a Belgian Goldings, joins the GABF gold medal-winning Pikeland beer festival in Boston several years ago and Pils and best-selling Phoenix Pale Ale as year-round have been working on variations canned releases in 24/12oz loose and 4-sixpack cases. ever since. Those three beers will also be packaged together in a new Harpoon Belgian Pale Ale is a Cantacular Trio 12-pack, a fusion of Belgian and American combination which is sure brewing styles. The traditional to be a hit with the Belgian yeast used for growing number of Sly fermentation produces fruity, Fox fans. Dunkel Lager slightly spicy aromatics. A and Royal Weisse will blend of Pale, Caramel and continue to be canned, Munich malts creates a golden seasonal releases. amber hue with malty, sweet Your customers wanted notes up front. A generous Rt. 113 IPA in a addition of Amarillo hops delivers convenient, easy to a floral, citrusy hop character transport package. throughout and Apollo hops lend a And the hint of bitterness to the finish. customer is Harpoon Belgian Pale Ale always right. will be available in April in 6- packs and on draft. 6 Origlio Beverage • www.origlio.com HeadyTimes v.58 Rodenbach Now Available in Sierra Nevada 30th Anniversary Series Small Bottles Sierra Nevada Brewing Co. will mark 2010 with a The world renowned “original” Flemish sour yearlong celebration of the trailblazing brewers ale is available (again) in 11.2oz bottles! There who helped transform America into the world’s is no denying it, Rodenbach is a sour beer most exciting brewing nation. 2010 is the 30th with tastebud-tingling flavors of green apple anniversary for the Chico-based brewery, and and red current, making it the missing link Sierra Nevada is teaming up with the founders between beer and wine. Its refreshing of the movement to benefit select charities and tartness comes from blending three parts beer drinkers across the country. March of of fresh young ale with one part mature 2010 will see the first of four beers in a oak-aged ale. Special yeasts and micro- series of collaborative projects with flora in the wooden aging barrels America’s craft-brewing pioneers: Fritz combine to create the signature Maytag of Anchor Brewing; Jack sourness. Rodenbach is superb with McAuliffe, founder of New Albion seafood and earthy dishes, mushrooms, cheeses and Brewery and authors, homebrewers pasta. Now in convenient “small” bottles available and beer advocates Fred Eckhardt and year round. Charlie Papazian. Together, this group is credited as ‘the men who launched a thousand breweries’ and without Mike’s Classic Margaritas them, our current day craft-beer- So authentic you may want to pay for them with renaissance might never have pesos, Mike’s Classic Margaritas are happened. here! It may be your biggest “We wanted to pay tribute to the opportunity since the original pioneers who helped me arrival of Mike’s Hard and hundreds of others get Lemonade! Margaritas are started,” said Sierra Nevada founder America’s favorite cocktail and Ken Grossman. “Few people in the craft- they can be enjoyed anytime. At 5.5% brewing world have accomplished more than these guys ABV, these delicious cocktails are made and we thought it might be fun to get the original crew with real lime juice and agave nectar together and make something special.” for a real margarita taste. Available The beers will be released periodically throughout the in Raspberry, Peach and Traditional year, starting with the first limited release in March, Lime flavors, these new malt and continuing until Sierra Nevada’s 30th Anniversary beverages are available year-round on November 15. The first release, Fritz and Ken’s Ale is in 11.2 oz 6pk bottles. Unleash the a nod to the robust black ales that seduced both Fritz fiesta with Mike’s and Ken in the early years. This Pioneers Stout is a rich Margaritas—a and roasted ale, perfect for aging and worthy of your better way to finest snifter. margarita! Newcastle Brown Ale Draught Keg Using the same technology as the Heineken and Heineken Light Draught Keg, Newcastle is extending its portfolio with an exciting new introduction! The Newcastle Brown Ale Draught Keg brings the refreshing taste of Newcastle to your customers, straight from the Draught Keg or in a BeerTender. This exciting new product will be available in April. HeadyTimes v.58 Origlio Beverage • www.origlio.com 7 When Demand Exceeds Supply Many of our craft beer seasonal and limited release offerings are available in limited or extremely limited quantities. If you are interested in something you see in this publication and it is out of stock when you place your order, please call your Origlio sales representative to discuss a similar option. Origlio also sends out a “craft email blast”, weekly to inform our customers of seasonal offerings available to you immediately. If you are interested in receiving this email please contact Kathy McCann at firstname.lastname@example.org with your e-mail address. Great Divide Belgica Great Divide Colette Saison Belgica, the Roman name for the Low Countries, is a Farmhouse Ale marriage of the best in American and Belgian brewing This Saison Farmhouse ale is Great traditions. Belgian pilsner malt, a generous amount of Divide’s homage to the beers that American and European hops and a unique Belgian Belgian farm workers have enjoyed yeast strain combine to give the Belgian IPA big notes of for centuries. Brewed with barley, citrus and spice, creating a lively concoction perfect for wheat and rice and fermented at spring. Belgica is available in May. high temperatures with a special blend of four different yeast strains, Colette is fruity and slightly tart, with a dry finish that makes it the rarest of treats — a beer as refreshing as it is complex. Available now! Abita Strawberry Harvest Lager Strawberry Harvest is a wheat beer made with real Louisiana strawberries, picked late in the season when they’re at their sweetest. This brew has earned quite a reputation in a short time, causing the brewery to up their production year after year. When this brew is found, emails and phone calls fly to friends informing them of the store’s location. Strawberry Harvest is a crisp, light lager with just a hint of strawberry sweetness. It is wonderful with desserts or lighter fares like salads, pastas and fresh cheeses. Available in March. 8 Origlio Beverage • www.origlio.com HeadyTimes v.58 Oskar Blues Gubna Dock Street Illuminator Emphasizing that complexity of character can arise from This copper colored lager simple elements, this ale is made with 3 malts and 1 hop. has a huge malt presence. Its light amber color and slightly spicy malt character are Full, rich and rounded with derived from the use of German Dark Munich Malt and malty complexity and Rye Malt respectively. North American 2-row barley tangy Hallertau hop combines with the other grains to lay the foundation for character. Limited the hop onslaught to come. Summit hops are used availability now in exclusively in the boil for bitterness, flavor and aroma draught only. but it doesn’t end there. Post-fermentation dry hopping allows the 10% ABV monstrosity to gently coax the Dock Street citrus rind and grapefruit aroma to join the 100 IBUs Bubbly Wit already present. This beer will greet you with a pungent This year’s batch of Bubbly Wit is citrus blast, provide a spicy yet round middle and slightly reformulated from previous finish with a brisk, clean bitterness. Available in limited years. A stronger-than-average, release in March in 12 oz cans and draught. Belgian-style Wit Bier, brewed with 100% champagne yeast. Its smooth, clean malt profile has notes of citrus and coriander paired with a delicate fruitiness lent by the yeast that lingers long after the finish. High carbonation rounds out the profile of this special ale — the true champagne of beers. Ratebeer.com says, “It’s unbelievably drinkable with a good amount of alcohol and just the right amount of body. The champagne yeast really does it for this one. Great job Dock Street!!!” Available now in draught only. Great Lakes Great Lakes Lake Erie Monster Holy Moses White Ale Lake Erie Monster is an un-filtered Imperial India Named after Moses Pale Ale with huge hop flavor. While still relatively Cleveland, a new, the Imperial IPA style is one of the fastest Connecticut native growing in the craft beer industry and a favorite who founded among “hopheads”. A beer this distinctively hoppy Cleveland in 1796, inspires many a tall tale. And they don’t come Holy Moses White taller than Bessie, the legendary monster that Ale is spiced with roams the shallow depths of Lake Erie. Try this orange peel, deliciously strong, hoppy beer with steak, pork chamomile and chops, aged cheese or dark chocolate. Available coriander. This in May. brew is perfectly complemented by mild seafood, salads and spiced/herbed dishes. Available in April. HeadyTimes v.58 Origlio Beverage • www.origlio.com 9 Port Brewing Anniversary Ale Lagunitas Undercover Investigation This massively hopped, Strong IPA is brewed Shut Down Ale to celebrate Port Brewing’s anniversary each Back again! The beer that defies style… malty and rich year. Brewed with Columbus, Amarillo with a snappy hop finish, Undercover Shutdown Ale was and Simcoe hops with Columbus and brewed in Amarillo dry hopping, Anniversary Ale remembrance of has a thick, chewy hop presence that is the 2005 St. only barely contained by enough malt Patrick’s Day to balance. Light golden to pale Massacre and in orange in color, this hoppy brew has celebration of a lasting pure hop expression with Lagunitas’ 20 day moderate warming alcohols in the suspension that finish. Available in 22 oz bottles same year! This and limited draught in May. especially bitter ale is deceptively smooth and silky at 9% ABV. Available in April. Lagunitas Wilco Tango Foxtrot Lagunitas’ newest seasonal brew is a big ol’ Imperial brown ale to help with your slippery slide into springtime. This limited release is described as a malty, robust jobless recovery ale by the folks at Lagunitas. Rich, smooth, dangerous and chocolatey, WTF is available in limited quantities in 22 oz bomber bottles and draught in March. Newcastle Summer Ale From the brewers of Newcastle Brown Ale, this refreshing seasonal offering has a clean taste and mild hoppiness that consumers find appealing during the warm months and Philadelphia is a test market for the product! At 4.4% ABV, this pale ale is a uniquely sessionable ale brewed with a combination of Golden Promise and Optic malts which provide a sweet clean taste and pale color. Fuggle hops impart mild hoppiness and light bitterness while the hop aroma comes from the addition of Styrian Golding hops. This light, invigorating seasonal is perfect for warm weather consumption. Available for select on-premise accounts in May. 10 Origlio Beverage • www.origlio.com HeadyTimes v.58 Samuel Adams Longshot Variety Pack Your customers created it and Sam Adams brewed it! The Longshot American Homebrewer Contest is complete and the winner’s brews are available in the Longshot Variety Pack this spring! This year’s winning beers include Mile High Barleywine (a rich and malty barleywine with notes of caramel and plum), Lemon Pepper Saison (brewed with vanilla and gently spiced with lemon zest and grains of paradise) and Old Ben Ale (an ale with notes of fruit and raisin Samuel Adams Summer Styles with a hint of caramel in the finish). Over 1500 homebrews were entered, so these brews are the best of Variety Pack the best! This unique mix pack is available in limited This year’s Samuel Adams Summer Styles Variety Pack release in April. includes 4 bottles each of Samuel Adams Boston Lager, Samuel Adams Light, Samuel Adams Summer Ale, Samuel Adams Pale Ale, Samuel Adams Blackberry Witbier and introducing Samuel Adams Latitude 48 (a Beer Lover’s Choice competitor that received overwhelming reviews despite the fact that it did not win). The newest addition to the Samuel Adams family is available only in the Summer Styles Variety Pack. Latitude 48 is a unique IPA style brewed with a select blend of hops from top German, English and American growing regions all located close to the 48th Latitude within the “hop belt” of the Northern Hemisphere. The combination of hops in this beer creates a distinctive hop character that is not overpowering. The beer is dry hopped with Ahtanum, Simcoe and East Kent Golding hops for a powerful citrus and earthy aroma. The hop character is balanced by a slight sweetness and full body from the honey malt blend. Samuel Adams Summer Ale Sam Summer Ale is an American wheat ale; bright and citrusy, brewed with mysterious grains of paradise. This summer seasonal uses malted wheat as well as lemon zest and the rare pepper from Africa, to create a crisp and spicy flavor and body. The ale fermentation note imparts a background tropical fruit note reminiscent of mangos and peaches. All of these come together to create a thirst quenching, clean finishing beer, perfect for warm summer days. Available mid-April. HeadyTimes v.58 Origlio Beverage • www.origlio.com 11 Woodchuck Summer Cider Woodchuck Summer Cider is the perfect refreshment on a warm day. Exhibiting a slight tartness, it begins with a full, robust flavor followed by a rich taste, reminiscent of New England blueberries. Summer Cider is an excellent accompaniment to cheese, fruit, chocolate and cheesecake. Available in May. Heavy Seas New! Heavy Seas Letter of Marque the Big Dipa Hop Rye Porter Part of the Heavy Winners from the Heavy Seas 2009 Letter of Marque Seas Mutiny Fleet Homebrew Competition worked along side the Heavy series, the Big Dipa Seas brewers to create this one time, special release. is a Double IPA, Letter of Marque features a different beer every year triple hopped during selected from the Heavy Seas national homebrew brewing. This beer is competition. Historically, a Letter of Marque was a well balanced document that made a Pirate a legitimate professional. with an earthy hop Hence, Heavy Seas’ Letter of Marque makes a home aroma and flavor. brewer a legitimate professional as well! Part of the Brewed with 5 Heavy Seas Mutiny Fleet, this brew is available in pounds of hops per limited quantities in 22 oz bottles and draught barrel! In keeping in April. with the Heavy Seas philosophy, this is a big beer with a surprising balance. The best part is, you’ll hardly notice its 10% ABV. Available in 22 oz bottles and draught in limited release in March. Heavy Seas Red Sky at Night This Belgian style Saison is a country farmhouse ale with 7.5 % ABV. A complex, yet delicate ale, Red Sky at Night is brewed with a unique Belgian yeast that develops a spicy, fruity flavor making it a wonderful pairing with salad, fish or poultry. Available in 12 oz bottles and draught in May. 12 Origlio Beverage • www.origlio.com HeadyTimes v.58 Dogfish Head Immort Ale Harpoon Summer Vacation Mix Pack Vast in character, Enjoy a break with the Harpoon Summer Vacation Mix luscious and Pack! This 12-pack offers four styles of freshly-brewed complex, Immort Harpoon beer; there’s a little something for all palates. Ale is brewed Included in the mix is the hoppy, medium-bodied with peat- Harpoon IPA, the summertime staple Harpoon Summer smoked barley, Beer and the refreshing unfiltered wheat beer, UFO organic juniper Hefeweizen. The mix pack will also feature the limited berries, vanilla edition Harpoon Crystal Wheat, which is available and maple syrup. exclusively in the Summer Vacation 12- It’s aged on oak pack. A crisp, and fermented refreshing wheat with a blend of English & Belgian yeasts. This brew is beer filtered for available in limited quantities in May. brilliant clarity, Harpoon Crystal Dogfish Head Festina Peche Wheat is brewed with a hint of This refreshing neo-BerlinerWeisse is fermented with lemon essence to honest-to-goodness peaches! Sadly, there are only a few balance the tart breweries left in Berlin still brewing the Berliner wheat malt. There’s Weisse style which is characterized by its intense tartness no need to take (some say sour). There were once over 70 breweries in extra vacation days Berlin alone making this style of beer! In addition to to enjoy a Harpoon fermentation with an ale yeast, Berliner Weisse is Summer Vacation! traditionally fermented with lactic cultures to produce its Available in April. acidic or green apple-like character. It is delicately hopped with a pale straw color and served as an aperitif Harpoon Summer Beer or summertime quencher. To soften the intense sourness, Berliner Weisse is traditionally served with a dash of Harpoon Summer Beer is brewed to be enjoyed with woodruff or raspberry syrup. friends during the warm summer months. It is brewed in the Kolsch style, which originated in the In Dogfish Head’s Festina Peche the Rhineland city of Cologne (Koln). natural peach sugars are eaten by the Harpoon Summer Beer is brewed with yeast and the fruit complexity is woven an ale yeast and, like other northern into both the aroma and the taste of German light ales, it is straw gold in the beer so there is no need to doctor color and light bodied. The hops it with woodruff or raspberry syrup — provide a crisp, dry finish that make just open and enjoy! For a delicious this beer particularly refreshing. treat, pair it with grilled chicken or fish and a salad. At 4.5 % ABV, “Our quality malts create a soft Festina Peche proves that extreme mouthfeel with a dry finish — true to beers don’t have to be extremely its German roots,” says Al Marzi, boozy! Available in 4-packs and Harpoon’s Chief of Brewing draught in May. Operations. “Harpoon Summer Beer has a very clean flavor and is very drinkable. Its crisp taste makes it a perfect beer for summer!” Harpoon Summer Beer goes well with a wide variety of foods, including delicate dishes like salads and seafood. It is available in April in 6-packs, 12-packs and on draught. HeadyTimes v.58 Origlio Beverage • www.origlio.com 13 Stone Imperial Russian Stout Weyerbacher Blanche This is a big, big beer hopped with Warrior A refreshing warm weather thirst quencher, hops and designed for aging. Like all Stone Blanche is a Belgian-style wit beer. This un- beers, this one pushes the envelope.... and filtered wheat ale is slightly cloudy, due to then some. Brewed in the authentic historical the use of raw wheat in the brew kettle. style of an Imperial Russian stout, this beer is Touches of traditional spices are added to massive. Intensely aromatic (notes of anise, Blanche to give it a slightly citrusy black currants, coffee, roastiness and alcohol) finish that’s perfect in the warmer and heavy on the palate, this brew goes months. Blanche is available in April. where few can — and fewer dare to even try. The style originated from Czarist Russia’s demand for even thicker English stouts. Expect this mysterious brew to pour like Siberian crude and taste even heavier. Available in limited quantities in April. Now Available Year Round—Stone Sublimely Self Righteous Ale The Stone brewers’ approach to brewing allows them to consistently create works of art such as the justifiably Self Righteous Ale. Its bitterness hits the sweet spot. Its blackness lightens hearts and its liquid dichotomy pulls it all together in this sublimely sacrosanct ale. The name Blue Moon Honeymoon Summer Ale they have given it, Stone Sublimely Like all classic summer ales, Self Righteous Ale, serves as a Honeymoon captures a light reminder of just how good the summer taste with a fun Blue Stone brewers really are! First Moon twist. Madhava clover brewed in 2007 as Stone 11th honey is added to give this Anniversary Ale, this beer was an brew a hint of sweetness. The instant hit. Unfortunately, that honey is carefully melted at euphoria didn’t last long, as it was low temperatures to preserve the soon replaced with the grim reality that flavor and nutrients missing in many when it was sold out, there wouldn’t be commercial honeys. The sweetness is balanced by a any more. For Stone, that was simply touch of orange zest, unacceptable. So, they have decided to giving a slight spice brew this beer on a full time basis! to the finish. The This brilliantly hopped double IPA perfect blend of provides a wake up call of floral and citrus aromas — pale malts backed by a deliciously smooth and dark roasted and white maltiness. You get the best of both worlds with this black wheat makes double IPA. Blue Moon Honeymoon Summer Ale a Spaten Mai Bock perfect choice Spaten Mai Bock is the authentic German as the weather spring beer with a deep golden color and warms. a rich malt flavor. The precise ratio of Available in malt to hops guarantees that this strong May. beer is balanced to perfection. Available in late April. 14 Origlio Beverage • www.origlio.com HeadyTimes v.58 Available Year-Round, Perfect for the Season Poperings Hommel Bier Samuel Smith’s Organic In Northwest Flanders there lies a city Cider where the hop plant is worshiped. The Bright straw-gold in color with city of Poperinge is the #1 hop excellent clarity, Samuel Smith's producer in Belgium and the home of Organic Cider has a light body with Brewery Van Eeck. brilliant conditioning, a crisp clean This brewery has been working with flavor and a dry finish. The bouquet local hops exclusively since the mid smells of fresh apples with a soft 17th century. Their most famous floral note. This organic cider artisanal brew, Poperings Hommel, is perfect for the warm weather expresses the aromatic and flavoring and tastes great with salads powers of hommel (hops) while with vinaigrette dressing and staying true to the Belgian pork dishes. It is also a tradition of balance. wonderful way to clear the palate when served with The 7.5% ABV is veiled by a concentrated or spicy foods. wonderful bouquet of Challanger, Goldings and Hallertau hops and a beautiful malt body. The straw-like color of this golden ale coupled with its bright and fresh flavors make it a great spring beer. Magners Irish Cider Now that the weather is warming, our thoughts turn to cold refreshing beverages to help quench spring and summer thirsts. There is nothing better under the sun than a Magners Irish Cider. Right out of the bottle or served ‘over ice’ it’s crisp, refreshing light apple taste has earned an emerging following among US adult consumers who have welcomed Ireland’s favorite cider with open arms. What’s more, Magners broad appeal makes it an ideal beverage to serve at home or bring to a party and it pairs perfectly with appetizers including a wide range of cheeses from mild to sharp. Magners is the only hard cider imported from Ireland and still among the leading and growing brands in the cider category. Low in calories and 100% naturally Gluten free, it’s a premium beverage you shouldn’t go without. Magners Irish Cider is available in 6-packs and 12oz bottles. HeadyTimes v.58 Origlio Beverage • www.origlio.com 15 Portfolio Perfected Merchant du Vin is the brainchild of Charles Finkel, who founded the company in Now More Than Ever, 1978 after having established an Origlio Beverage “Delivers enviable reputation in the wine trade. Charles had witnessed the way the Taste of Excellence” in which hundreds of thousands of Americans had awakened to the rewards We continue our series of of fine wines during the 60’s and 70’s. It was his theory that a similar articles devoted to all the audience must exist for beers of distinction and he decided to put his theory to the test. Charles identified two dozen classic styles of beer and set about to exciting additions to find the definitive styles of each. It was his idea that you should sell fine beer Origlio’s portfolio. We much as you sell fine wine. The secret to this, and the goal of Merchant du Vin, is to educate the consumer and arouse curiosity as to the differences won’t stop until every among these classic styles. brewery is covered, but if you require immediate, Brewery Lindemans in-depth information, In 1809, the Lindeman’s family, who gold, apple lambic). The family please log onto owned a farm in Vlezenbeek near decided to build a new brewery next Brussels, decided to intensify their the old one in 1991 to meet the www.origlio.com Lambic brewing activities during growing needs of the market without winter, when less farm work had to any loss of quality. Today the farm- for all you need to know be done. The farm produced wheat brewery is totally occupied by the about the great beers we and barley, the raw materials of the brewing installation, fermentation bring to the market. Lambic. Due to growing success, the places, stock- and bottle places. brewery became more important and Brothers René and Nestor Lindemans consequently, in 1930, farm assisted by their sons Dirk and Geert activities ceased and Lindemans and export manager Tony Dillen, started the production of Lindemans currently own the brewery. In 1985, Gueuze Cuvee Rene (a vintage gueze Michael Jakson (the beerhunter) lambic beer and the brewery’s only named Lindemans Kriek one of the 5 traditional brew, in that it is filtered, best beers of the world! pasteurized and has a sweeter taste) and Lindemans Kriek (a cherry lambic, rose in color that offers a bouquet of freshly harvested cherries). Lindemans Framboise (which blends the acidity of a lambic with the delicate flavor of raspberries) was launched in 1980 and due to the success of the fruit beers, three new beers were subsequently developed: Lindemans Cassis (a black current beer), Lindemans Peche (a peach beer, golden in color and a nose that fills the room with fresh peaches) and Lindemans Pomme (a glowing Merchant du Vin sets the strictest standards for the beers that bear their importing label. All Merchant du Vin beers are “authentic”, meaning naturally made, without chemicals, additives or preservatives. Secondly, the beer must be an outstanding representative of its style and produced by a brewery of superb reputation. As a result of these standards, Merchant du Vin’s benchmark breweries appear on nearly every list of the top beers in the world. Merchant du Vin’s portfolio of beers include such breweries as Ayinger, Traquair House, Lindemans, Pinkus-Muller, Orval, Samuel Smith’s, Green’s and Zatec. Samuel Smith’s Samuel Smith’s is one of the emerging intense, dry tangy few remaining independent craft beer character of roasted barley), breweries in England — the movement. All of Samuel Smith’s Nut Brown Ale Old Brewery at Tadcaster was the Samuel Smith’s (a walnut-colored specialty with a founded in 1758 and is offerings are vegan round, nutty flavor and a wonderful Yorkshire’s oldest brewery. It products and several are balance of roasted Crystal malt and is among the last to utilize the organic, including the aromatic hops), Samuel Smith’s classic Yorkshire Square Raspberry, Cherry and Oatmeal Stout (almost opaque in system of fermentation. Now Strawberry Fruit Ales, color, with an unusually silky texture in its fifth generation of family Organic Lager, Organic and complex, bittersweet finish), management, the brewery Cider and Organic Ale. Samuel Smith’s Pure Brewed Lager continues to maintain its rich Also available from this (an all-malt beer, brewed using brewing tradition. The yeast at brewery — Samuel bottom-fermenting yeast), Samuel The Old Brewery has not been Smith’s Imperial Stout (a Smith’s Pale Ale (a pale ale with a altered in over a century. Only Russian Imperial stout beautiful balance of malt and fresh whole Kent hop flowers, originally brewed in Great hops) and the extremely popular which are dried and hand-weighed by Britain), Samuel Smith’s India Ale winter seasonal, Samuel Smith’s the master hop blender, are used and (the brewery’s version of an IPA with Winter Welcome (a holiday beer that the brewing water is drawn from a restrained maltiness and an emphasis changes each time it is released, but well, sunk over 200 years ago. First on the aroma and flavor of hops from always a strong, tasty ale, full-bodied introduced to the U.S. market in England’s finest vineyards), Samuel with the brewery’s signature “nutty” 1978, Samuel Smith’s beers quickly Smith’s Taddy Porter (a very dark, and sherry-like aspects). became the benchmark ales for the fairly full-bodied porter with an Ayinger Brewery Brauerei Aying has a long-standing their beers. In a land of fruitiness of roasted malt reputation for excellence in beer and wonderful breweries, and whole hop flowers), hospitality. The Ayinger Brewery was Ayinger is considered a Ayinger Altbairisch Dunkel founded in a picturesque village, 25 benchmark of excellence. The (a dark lager with an inviting kilometers from Ayinger family of beers taste, created in a style which is the Munich in 1878. The includes Ayinger most traditional in Bavaria) and the beers are Braü Weisse (a seasonal selections, Ayinger characterized by delicious, lemon- Oktoberfest (a full-bodied, flavorful their delicious scented wheat beer), Märzen lager, brewed and lagered to balanced maltiness Ayinger Ur-Weisse celebrate Bavaria’s famous (not found in beers (an old-fashioned Oktoberfest), Ayinger Maibock (a of the major Munich Bavarian dunkel (dark) big-bodied lager with a sweet, malty breweries). Ayinger wheat beer), Ayinger aroma, a rousing head and a fruity uses a significant Celebrator long lasting aftertaste) and Ayinger portion of locally- Doppelbock (a Weizen-Bock (a classic Bavarian grown barley and profoundly dark, rich weissebeer; a powerful and astonishing wheat to produce elixir with a complex winter seasonal). Portfolio Perfected A Taste of… MExICO When you think of Mexican beers your mind probably wanders to beautiful sun tanned tourists drinking light-bodied pale lagers on picturesque white sand beaches. Possibly you think of celebrations with sombreros and maracas. Mexican brews make great sessionable, party beers. Though you will see some variation from one style to the next, they all have an extremely refreshing quality to them. Say “Hola” to Mexican beers and stock up this month. Don’t let this weather fool you, spring is right around the corner and that means we will Corona Pacifico Dos Equis Ambar soon celebrate Cinco De Mayo! Corona Light Bohemia Sol Modelo Especial Carta Blanca Tecate Negra Modelo Dos Equis XX Special Lager Origlio Beverage Brewed for Success 2010 Trade Show On Sunday, May 16, 2010, from in the Philadelphia five county area 1 PM-5 PM, Origlio Beverage will be to learn more about our supplier hosting its second bi-annual Brewed partners and the beers they represent. for Success Trade Show. This You and two guests will be able to invitation only event is a great way for sample beers from over 50 different the beverage professionals brewers and importers. You must be at least 21 years of age to attend and we strongly encourage designated drivers! You will be Molson x — receiving your invitations shortly, we hope you can make it! Tip In Molson Canadian X features the great taste of Molson Canadian and Molson Canadian Light in a slim, sleek 8.5 oz can and an alcohol level of 6% ABV. This hip new package had an extremely successful launch and is now being rolled out all over the Northeast region. Additionally, all Molson Canadian and Molson Canadian Light 24-packs will contain 2 bonus cans of Molson X to promote trial. The goal is to introduce young adult (21+) consumers to the Molson franchise via Molson Canadian X through sampling. 18 Origlio Beverage • www.origlio.com HeadyTimes v.58 Heineken Plug into Summer Heineken encourages and empowers you to seize the moment and “Plug Into Summer” to experience great music occasions that only the #1 European import brand can offer! This summer will generate excitement for a blockbuster Heineken music program! All-summer long, Heineken’s compelling program will feature a unique under-the-cap promotion, providing consumers with the opportunity to win exclusive music tracks, limited-edition merchandise or access to the hottest music events. One in nine will be a winner! Don’t miss out! There’s even a fun, engaging experience for the tech-savvy consumer. Heineken is introducing breakthrough technology that allows consumers to simply snap a photo of the “shotcode” image (imprinted on all packages of Heineken and Heineken Light) with a Blackberry or iPhone and instantly gain exclusive access to apps, music downloads, interviews Shotcode with artists and more! It’s an easy three-step process. Simply download, launch and enjoy all the premium features of the ultimate summer music application! Celebración Heineken Heineken and Heineken Light encourage consumers to elevate their at-home parties and celebrations to the ultimate level. Look for selected Heineken displays providing excellent entertainment ideas, along with other party- relevant offers. Heineken is also offering their drinkers a chance to go from being the star of their celebrations to becoming the host of Celebración Heineken. To participate, they will simply post their favorite pictures and upload their best party videos to www.celebracionheineken.com, which in turn is linked to Facebook. The best images and videos showcasing Heineken will be selected for the grand prize, the experience of hosting a Heineken party. The party will be captured on video and featured on www.celebracionheineken.com and other social media. Twenty additional winners will be selected to have their entries featured on www.celebracionheineken.com. Offer your customers a chance to show the world how to throw the ultimate party! Moosehead In-Case Program This April through July, Moosehead will be rewarding its drinkers with 1 of 4 new high quality, trendy T-shirt designs or 1 of 4 cool new hat designs inside each specially marked case of Moosehead Lager and Moosehead Light. An instant bonus! Moosehead will be supporting this in-case promotion with radio advertising in the Philadelphia five county market. Celebrate summer with Moosehead! HeadyTimes v.58 Origlio Beverage • www.origlio.com 19 Dos Equis and Tecate “Cinco Ways to Celebrate” Dos Equis and Tecate are revealing details of the brands’ destinations where consumers are invited most interesting and unconventional ‘Cinco Ways to to receive instant access to fun, exciting Celebrate’ program, designed to inspire consumers and easy to execute entertaining ideas to take their celebrations to a new level, while and to purchase the essentials – Dos helping to keep cash registers ringing. Equis and Tecate – for throwing a more The Cinco Ways to Celebrate program urges interesting Cinco de Mayo party. Text-in consumers to text CINCO to 49737 for fun promotion codes will guide consumers to suggestions, sure to elevate their party recipes and party tips as well as provide experience including: Musica, Outdoor valuable offers that will help give their Cantina, Mysterioso, Fiesta De Luna and The party a kick. Great Feast. Each unique theme suggestion On-premise, Dos Equis will provide a includes unconventional tips needed to pull range of materials and engaging tools to the party off in Dos Equis and Tecate style. educate consumers on the lost art of The Cinco Ways to Celebrate program will celebrating Cinco with ingenuity and style help consumers host the best Cinco de Mayo – the Most Interesting Man way. Table party ever while at the same time providing tents, coasters and posters will convey on and off-premise with the materials and the voice of the brand and share insights support to help drive their Dos Equis and on how to master the lost art of Tecate sales. celebrating Cinco. Make your Cinco de Off premise POS materials will Mayo celebrations fun and ultimately help create Cinco Ways to rewarding with the Dos Equis and Tecate Celebrate in-store ‘Cinco Ways to Celebrate.’ Dos Equis Most Interesting Cargo Hunt Verdi Mothers Day While returning from his latest As luck would have it (or by serious circumnavigation of the globe to collect amount of skill) the Most Interesting Show Your Mom That artifacts, rare objects and lost treasures, Man landed the plane safely. You Love Her the Most Interesting Man’s plane began However, his possessions are now experiencing some technical difficulties. scattered across the country, and he To preserve his newly acquired (not to needs help in recovering them. mention rare and valuable) possessions, This summer, consumers will be he was forced to parachute them out of urged to become the Most Interesting the plane. Man’s personal collectionneur. Dos Equis drinkers will be on the lookout for 4-digit codes on cargo crates at local stores, bars and special events. Once they have their code, consumers will text or go online to receive the artifact. Those that collect the most artifacts and return them to the Most Interesting Man in the World, will be handsomely rewarded. The hunt continues online and increases the chances of uncovering instant prizes and hidden rewards. Special promotional packs and the website will provide more information. The Most Interesting Man suggests beginning the search immediately! 20 Origlio Beverage • www.origlio.com HeadyTimes v.58 Newcastle Walk the Dog Newcastle Your Beer, Your Glass “Walking the Dog” is a state of mind. The Geordie Schooner was originally fresh and lively. Its compact design It originates from the town of called a Wellington glass, but, like means easy storage, which means it Newcastle upon Tyne, where factory anything famous, it eventually will surely be a favorite of bartenders. workers used the term as an excuse to changed its name. After being This summer, Newcastle Brown Ale get out to the pub to enjoy a pint of embraced by the people of Newcastle, will help bring The One and Only Newcastle after a rough day at the known as Geordies, the glass came to experience to consumer’s homes with office. It is an activity for those who be called the Geordie Schooner. It has their exciting Geordie Schooner glass demand the most out of their beer been used as the official Newcastle offer. Newcastle drinkers will collect and their social engagements. glass in the UK ever since. Its wider six Newcastle bottle caps, mail them Whether you work in a factory or not, rim allows for a better release of in and have the opportunity to there’s never a bad excuse for getting aromas and improves the beer’s receive a brand new Geordie out and walking the dog. Need help flavor. Think of it as returning Schooner glass. Let Newcastle reward coming up with one? How about the Newcastle to its natural habitat. The your customers with this One and combination of light and dark malts nucleated bottom (featuring the star) Only glass for drinking The One resulting in a smooth delicious taste. increases CO2, keeping the liquid and Only. Now that’s a great reason to get out and walk the dog! New Graphics for Unibroue La Fin Du Monde For approximately three months (April through June) Unibroue La Fin Du Monde will have new eye catching packaging. The cases will be extremely colorful with a perforated front piece that tears off to display the La Fin Du Monde 750 ML bottles— perfect for distributors and take out stores. In addition, Unibroue has a three case display stacker available to properly showcase the beautiful packaging. HeadyTimes v.58 Origlio Beverage • www.origlio.com 21 Retail Edge: A Marketing Makeover The times they are a changin’…and so are marketing trends! The World Wide Web was first introduced into pop culture in 1989 and the popularity of cell phones continued to grown almost simultaneously. Communication has snowballed ever since. As a business owner, it is up to you to keep up with the trends and market yourself ahead of the competition. There are a few simple ways to do this…Facebook, Twitter and iPhone Apps. If you are not on board yet, we recommend you saddle up ASAP. If you have access to the internet then you have no excuses. It’s easy, it’s free and it’s effectively reaching thousands on a daily basis! Facebook iPhone Apps Facebook is a social networking Whether you own an iPhone or not, website launched in February 2004. they are an innovative marketing Facebook allows users to join resource for business owners. With networks organized by city, Apple’s revolutionary technology and workplace, school and region to networking connections, they have connect and interact with other created an “app” store. iPhone owners people. With Facebook you have the have an endless amount of knowledge ability to reach over 400,000,000 at their fingertips. There are dozens of active users! Use Facebook to post apps to use to advertise your business. events, specials, bands, new products A good example is The Philly Happy etc. With Facebook you have the Hour Guide. This app displays bars in ability to track your progress with Philadelphia that have happy hours real-time reporting, gain insight into and the specials they offer. Once the who’s clicking on your page and user finds their location of choice they make modifications to maximize can use Twitter to communicate the your results. meeting spot to their friends. All you have to do is email your Twitter happy hour information to Twitter is quickly becoming the HappyHour@philadelphiaweekly.com coolest and easiest way for people to and your information will be added to connect. Social media is a new way the app. for people to discover, share and read news and information on the internet. Twitter is a free service that allows users to share information through 140 character posts. You can include links to images or videos as well. Up and coming businesses are finding that Twitter is a great place to share information about their companies and communicate with customers. It’s the new wave of advertising. 22 Origlio Beverage • www.origlio.com HeadyTimes v.58 The Beer Guy: Two Brewers, Brewing as One by Lew Bryson talking at the Great There will be three brews, American Beer all done by founder Ken A brewer brewing Festival back around Grossman with pioneers beer at a brewery 2003, and soon of craft brewing: a big that is not their realized that each stout with Fritz Maytag, a own is nothing were making a beer barleywine with New new. Craft brewers called Salvation; Albion founder Jack have been doing it Adam’s a Belgian MacAuliffe, and an for years, contracting to use the golden, Vinnie’s a Imperial helles lager with equipment and space of established strong Belgian type. homebrewing pioneers breweries to make their own beer. Cease and desist Fred Eckhardt and Royersford Brewing is doing it at Sly letters would have Charlie Papazian. (There Fox now; that’s how Samuel Adams flown in other will be a fourth beer from was brewed until they bought their industries (and have, on occasion, in the brewers at Sierra Nevada: a blend own breweries. craft brewing). Instead, they decided to of Oak-aged Bigfoot, Celebration and A new version of this sharing has keep brewing their beers — both still Pale Ale). I talked to Ken Grossman been happening, and it doesn’t named Salvation — and blend them to about the beers, and mostly what involve a contract. It’s called create a third, new beer that they came across was what a great time it collaborative brewing. It’s about called Collaboration Not Litigation Ale. was getting together. brewers sharing ideas, techniques, They first did that in 2006, and they’ve I asked Ken what these beers from combining their talents and insights kept it up (mainly because it tastes so pioneers meant to today’s craft beer to make a beer together, a beer darned good). drinkers. “They may not have heard neither of them made before. Avery and Russian River were in on of them,” he admitted. “People who These beers are rare, often unusual another collaborative project, one that know the industry know the roots. and of great interest to beer also involved Allagash, Lost Abbey We’re not selling a ton of these. It’s a enthusiasts. and Dogfish Head. Isabella Proximus thank you to the pioneers who started with barrels of sour beer from helped put the craft beer movement Part of the allure of collaborative beers each brewery, tasted collaboratively, on the map.” is that the brewers who brew them and then blended into one grand tend to be celebrities in the world of That’s a great reason for doing bottling of less than 400 cases. There the beer geek: Sam Calagione of collaborative beers: they’re personally are a tiny number of bottles still out Dogfish Head, Rob Tod of significant, and put the brewers’ there, mostly in cellars at bars Allagash, Mitch Steele of Stone, friendships in a bottle. Another is to and homes, snapped up as Vinnie Cilurzo of Russian increase a brewery’s reputation as a soon as they hit the River and Tomme Arthur of maker of serious beers, a significant market. Lost Abbey. These brewers artisanal brewer. A brewer has to be are already making some of Even a big craft brewer pretty comfortable in their own skin the most interesting, like Sierra Nevada gets to join another brewer in making a innovative beers out there; involved. Last year they beer they’ll sell together. what might happen when did a collaborative brew Not everyone can do them: a brewer they get together is what with Sam Calagione that has to develop a certain reputation drives the interest. yielded two beers: Life and before a collaborative beer is viable. Limb, a strong ale (10+%), and But it also exemplifies the cooperative Not everyone can sell them, either. If Limb and Life, a brown ale made from nature of craft brewing. Craft brewers you don’t yet have a customer base the second runnings of Life and Limb. have been sharing in a way that’s that’s savvy enough to know what the The two beers were the subject of much foreign to most industries. Usually, if fuss is about, you might be better off tweeting and special tapping events. one company even gets a hint that waiting before you get these beers in. another company is doing something Now Sierra’s doing it again in this, But if your customers are always similar, it’s lawsuit time. their 30th anniversary year, and anxious for the next new thing, you’re they’re doing collaborative beer in a ready to quench their anticipation That could have happened when way that is deeply significant. with collaboration. Adam Avery and Vinnie Cilurzo started HeadyTimes v.58 Origlio Beverage • www.origlio.com 23 Presorted First Class U.S. Postage PAID Landsdale, PA 3000 Meeting House Road Permit No. 325 Philadelphia, PA 19154 Coors Light NFL Draft Yuengling Orange County Chopper Giveaway “Get Drafted” Yuengling and Orange The NFL Draft program leverages County Choppers have Coors Light as the official sponsor of teamed up to bring an the NFL during the NFL Draft time exciting program to period. Designed to drive draft beer in the Philadelphia the on-premise and the Home Draft marketplace this unit in the off-premise, the NFL Draft summer. Yuengling program gives consumers the drinkers will have opportunity to “Get Drafted.” It the chance to win capitalizes on the prime-time NFL a Yuengling event, connecting target consumers Chopper built by to the game they love, as only Coors the OCC crew. Light is able to do. Through radio The grand prize is a VIP trip to next advertising in year’s draft and season tickets to their our market, favorite team in 2010. The program consumers will will also be supported with secondary be driven to prizing — NFL merchandise. Yuengling/OCC Consumers in the on-premise will themed displays where they will look for an entry code on point of sale find text-to-win information for their chopper. materials to gain access into the chance to win a trip to the Orange On premise accounts can promotion. After they locate the code, County Chopper headquarters, in create a buzz by utilizing they text it in for an exclusive chance Newburgh, NY, for a once in a Yuengling/OCC themed table tents, to “Get Drafted.” lifetime celebration this fall. The hats and tees for Lager and Light Yuengling Chopper will be given Lager promotions. away at this event and consumers Yuengling is also using this unique who win this trip are guaranteed to program to benefit the Intrepid Fallen have a 1 in 100 chance at taking the Heroes Fund. During this program, Yuengling Chopper home with them! the brewer will donate a portion of Off premise retailers can use this the sales to this organization, which exciting programming to increase provides financial support to the Lager & Light Lager sales by driving dependents of U.S. military personnel consumers to the point of purchase lost in performance of their duty. To with a motion display piece which learn more about this program, set to allows consumers to keep their eye on hit the market in May, contact your the prize, featuring pictures of the Origlio representative today!
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