active agers

Delivering Excellence Seasonals Rethinking Retail New Products ProgramsL I A R S B E N C H B E E R C O. | S U M M E R S E L E C T I O N S | M E E T T H E N E W M O L S O N C O O R S

ACTIVE AGERS COULD HELP DRIVE

POST-PANDEMIC SALES

Summer 2021 | V.36

In This ISSUE

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

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

Dogfish Head Hazy-O! ........4

Bookshelf ............................5

Feature ...............................6

Brewer Highlight .................8

Loudon Mart .................... 10

Tower Hill Tavern & The Big House .................. 11

Why You Should Be Selling ..12

New Products .................. 13

New Packages ................. 14

Seasonal Selections .......... 16

Programs ......................... 19

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

Letter toTHE TRADE

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

IT GOES WITHOUT SAYING THAT THE LAST 15 MONTHS HAVE BEEN SOME of the most challenging that our industry has ever had to face. After over a year of uncertainty with all the unexpected curveballs the pandemic threw

at us, we’re on a good path right now and we couldn’t be more excited to see New Hampshire businesses fully reopened. Thanks to the perseverance of our friends and neighbors, life is starting to look a whole lot more normal, as gyms, theaters, stores (and most importantly for our industry) bars and restaurants have returned to full capacity.

Of course, navigating the new changes and lifting of restrictions is its own overwhelming process. As proud partners in business, we want to assure each and every one of you that the team at Amoskeag Beverages is here to help you and your business adapt as we move into summer. In fact, this issue of Heady Times highlights a number of topics that we believe will be helpful to you as business continues on its journey to normalcy.

With folks looking to get out and grab dinner and drinks, it’s an important time to remember that “active agers” are a vital, and oftentimes overlooked, demographic. We hope the cover story, Active Agers Could Help Drive Post-Pandemic Sales offers some insight into the importance of selling to consumers over 50. And now is a great time to re-familiarize yourself with local craft cornerstones like Liars Bench and Fabrizia (profiles on pages 8 & 12), as well as innovations and new brands coming from larger suppliers like Molson Coors (page 6).

We would also like to applaud our incredible customers, suppliers and employees on how well we’ve all worked together to adapt and evolve. With high vaccination rates and cases of COVID-19 continuing to trend down in NH, we are poised for a great summer season. We hope you are able to spend time with family and friends after so much time apart, whether it’s over dinner and a few beers at a favorite local restaurant or in your own backyard.

Cheers to a happy and healthy summer!

Scott Proulx Ed Murphy VP of Sales President

www.amoskeagbeverages.com HeadyTimes v.36 1

Amoskeag People Get The Job DoneDeliveringTHE TASTE OF EXCELLENCE

Joe RandlettController

What does your job entail? My job as Controller is to manage/handle all things within the finance and IT department. It’s a wide range of responsibilities, but ultimately I need to account for all finance-related activities and be able to present them in a timely & accurate manner, as well as make sure we have the appropriate and adequate technology to be a leader in the industry.

What did you do before this job? I worked as a financial analyst in the healthcare industry.

What do you like to do in your free time? The main thing I like to do for fun is spend time with my family, I have two boys, 6 and 3 years old who keep things very fun. I also love to hike, mountain bike, and kayak.

When COVID is over, I can’t wait to_____? I can’t wait to have BBQs again with friends and family, where we talk about anything except COVID.

If you could have a superpower what would it be? If I could have any superpower it would be teleporting. I’d love to be able to cut down on the drive home from long weekends and trips up north and just be back in my house instantly. Also, it would be very helpful in traveling and seeing new places.

If you were stranded on a desert island, what 3 things would you need to bring? I think I would be happy with my cell phone, my hammock, and a cooler full of Sam Adams. That would keep me in vacation mode for quite a while.

Brian OuelletteRoute Driver

How long have you been with Amoskeag? I started working at Amoskeag after high school graduation. It’s hard to believe it’s been 21 years!

What do you like most about your job? I work with really good people. Don’t get me wrong, it’s hard work, but I find it really rewarding.

What do you like to do in your free time? I love spending time with my family. In the winter, I like hitting the slopes and doing some skiing. When the weather warms up, I’m an avid fisherman. *Note: The photo is taken kayaking off the coast of Maine.

My dream vacation is a trip to____? Hawaii. My wife and I visited Kauai years ago, it was an amazing trip. I’d love to go back and this time, take the kids too.

Favorite movie? Forrest Gump.

Most used emoji? My most commonly used emoji is probably the Shrug. I just feel it fits so many situations. Do I know the answer? Say something embarrassing? Shrug . It just fits.

My dream vacation is a trip to____? My dream vacation would be a trip to New Zealand. I would spend my time exploring, hiking, camping, and kayaking.

Favorite movie? My all-time favorite movie that I will never pass up watching is Billy Madison.

If you had a Talk Show, who would be your first 3 guests? I’d have the late Ted Williams, baseball MVP for the Red Sox, guitarist Dave Grohl who founded the band the Foo Fighters and was the drummer with Nirvana. Lastly, I’d love to have my late grandfather as a guest.

As millennials and Gen Z age into their buying power and become a larger and larger segment of legal drinking age consumers, it seems like they’re the only demographic that the beer market cares about. Most innovations

in beer are targeted almost exclusively at those consumers, and yet, older generations have more money than their younger counterparts, are open to innovation and exhibit stronger brand loyalty. Here’s why the industry should embrace over-50 active agers as the key to post-pandemic growth in beer.

Chase the Dollars

Millennials are now officially the biggest generation, but boomers aren’t too far behind. When combined with older members of Gen X, they represent a significant portion of the population, and they have more money than their kids. “Many dollars are spent towards advertising to millennials. We cannot forget about the over-50 customer,”

says Scott Proulx, VP of Sales. “After all, this group has the largest amount of discretionary income available to them.”

As the beer industry faces the challenges of a post-pandemic world, older drinkers with deep pockets could play an important role in getting the market back on track. Active agers are eager to get back to “normal,” whether that’s enjoying a drink on-premise or hosting backyard celebrations.

“Occasion-based drinking still applies to the 50+ demographic,” says Tim Quinn, Regional Sales Director at Amoskeag. “From personal experience, if we’re tailgating, hanging by the firepit or at the beach we tend toward products that are consumed in volume (like lighter beers or seltzers). If we’re having a dinner party, celebrating a special occasion or celebrating holidays, the beverage is usually more high-end like Corona, or a craft beer. And if it’s a beer after yardwork or with takeout, it would usually be an ‘old favorite.’”

And while active agers may drink more moderately than their younger counterparts, they also drink more regularly, and tend toward quality over quantity.

Missed Opportunities

In their rush to cater to younger drinkers, breweries can inadvertently leave the over-50 crowd out of the conversation. That’s a mistake, according to Bart Watson, Chief Economist for the Brewers Association, who says that the 50+ demographic is often disregarded because “they’re seen as already being set in their preferences with fewer consumer years ahead of them.”

But recent studies have shown that the American population is staying active and healthy for longer and are consuming more alcohol than previous generations. According to a December 2020 report from Rabobank, consumers over 50 accounted for 39% of U.S. alcohol consumption in 2019, up from 29% in 2007. And while many assume older drinkers become set in their ways as they age, there are many consumers over 50 who are open to new experiences – but the industry rarely makes the effort to educate and recruit them.

There’s also a perception that advertising, especially in the social media age, doesn’t reach over-50 consumers. But 75% of Americans aged 50 to 64 have smartphones, while Americans over 50 spend nearly $7 billion online annually.

The key is keeping marketing relevant to the lives of active agers. Find them where they are, whether it’s TV, Facebook (their preferred social media outlet) or in your store. If over-50 consumers are a key demographic for you, Corona’s classic “Find Your Beach” POS might promote sales more effectively than the brand’s new ads featuring Snoop Dogg – though you might be surprised by which of your customers are down with the D.O. Double G!

Brand Loyalty

The over-50 demographic tends to favor value and traditional brands and stick to options they know and are comfortable with. But active agers are more open to innovation than some give them credit for, and once they find something they like, they’re highly loyal.

“Although older consumers do have their favorite brands, they still want to try new things and keep up with the trends,”

Active Agers Could Help Drive Post-Pandemic SalesConsumers over 50 are drinking more, spending more and embracing innovations. So, why do we ignore them?

CoverSTORY

Unlike younger generations, active agers tend to be more loyal to brands they love but are open to innovations that fit their lifestyle.

Living longer and drinking more – a recent study by Rabobank showed that per capita alcohol spending of consumers aged 65-plus has doubled since 2004.

HeadyTimes v.36 www.amoskeagbeverages.com2

says Proulx. “Craft beer has been a catalyst with the 50+ consumer to try new brands, styles and flavors. This trend has carried over to recent innovations like seltzers, teas, lemonades and more.”

The challenge, explains Quinn, is finding a seamless way to introduce change into a consumer’s regular routine. But the opportunity is there, and even better, older customers aren’t likely to drop their favorite brands when they try new ones.

“I see many 50+ consumers entering accounts and inquiring about new and different items they saw on TV or heard about from their friends,” Quinn says. “At first, they look for a small package, because they’re not sure of the taste, or because it looks like something their wife would enjoy, so they often get what they came in for, plus that new package they heard about.”

Boomers Just Want to Have Fun

Ultimately, the most important thing is to remember that – just like their millennial and Gen Z counterparts – consumers over 50 still want to have fun with their friends and enjoy a couple of beers!

“We still like adventure, hanging with friends and living the good life,” says Quinn. “I’m as active in my 60s as I was in my 20s and 30s… But the 50+ consumer probably knows what it means to want to relax after a hard day at work… the pressures of life… and the need for a little escapism with a couple of beverages even more than the younger generation!”

CoverSTORY

“Because the over-50 consumer does not typically consume as much as a younger demographic,” says Scott Proulx of Amoskeag Beverages, “they seek quality over quantity.”

The recent trend of smaller craft beer packages could appeal to older drinkers, whose drinking habits tend to be much more moderate compared to younger drinkers.

Boomers Love Better-For-YouOlder consumers are often disregarded in marketing campaigns because it’s assumed that they won’t gravitate to new categories, when in reality, the industry has never marketed these products to them. Trendy, BFY products like hard seltzers or sessionable craft beers are seen as the dominion of younger folks, but active agers could easily be a huge market for these products. They often contain fewer calories and carbs and have lower ABVs while remaining great-tasting, premium products – all keys to success with the over-50 market.

Low-alcohol and NA beers in particular are a great choice for the over-50 consumer who chooses to cut back on alcohol, but still craves the taste of their favorite beer. And because craft options in these categories command a premium price, it’s a win-win for both retailer and consumer.

Dogfish Head Lemon Quest

Packages of this NA brew, a fruited wheat beer made with lemon purée, blueberry juice, acai berries, monk fruit and sea salt, showcase the logo of the Nature Conservancy to communicate Dogfish’s longtime support and new partnership with the environmental group.

BrewDog Light Speed

Light Speed is a super session hazy IPA coming in at 4% ABV and only 100 calories. This beer packs a hoppy punch and depth of flavor that belies its modest stature.

Night Shift Nite Lite

With a low 4.3% ABV, Night Shift Nite Lite is a truly delicious craft light lager that will pair all night with every party. The beer pours sunny gold with a soft, white head with aromas of fresh bread on the nose. Sips crisp and refreshing, with hints of biscuit and citrus.

Samuel Adams Just The Haze

Unlike the watery mouthfeel and unfamiliar taste of many of today’s NA options, Just The Haze is full-bodied with a smooth finish and features consistent IPA foam character, deep head retention, a golden color and medium haze.

Harpoon Rec. League

Harpoon spent 18 months developing their beer that packs all the flavor of a New England IPA into a crushable, better-for-you brew. Low in alcohol, light in calories and just a little hazy, Rec. League was crafted to be the #1 cool-down companion.


“It’s very important to advertise products to the over-50 customer. After all, this group has the largest amount of discretionary income available to them.”

— Scott Proulx, Amoskeag Beverage’s VP of Sales

Hazy-O! Hits the SpotDogfish Head’s new hazy IPA with oat milk hits the bullseye of BFY flavor.

IF YOU’VE GOTTEN A COFFEE ANY TIME IN THE LAST FEW YEARS, YOU might have been offered a dairy-free milk alternative by the barista: oat milk. Oat milk is creamy, full-bodied and silky-smooth, making it a top-

notch coffee companion, whether or not you avoid dairy in your diet.

But did you know that you can also use oat milk in… beer? It may sound strange, but coffee culture and oat milk inspired Dogfish Head founder Sam Calagione to create the first nationally distributed IPA brewed with oat milk: Hazy-O!

“After hearing so many anecdotes about oat milk, I did some research,” Calagione says, “And after seeing its skyrocketing popularity, I got to thinking: I bet this would be the perfect ingredient upon which we could build the recipe for an awesome hazy IPA.”

Oat milk is the second most popular plant-based milk, a category that reached about 14% of the total milk market last year. And while almond milk still reigns supreme in the segment, oat milk sales grew over 200% in 2020, thanks in part to the health and sustainability halos of the product. Combine that kind of growth and BFY credentials with hazy IPA – which, as Calagione notes, is one of the biggest styles in craft – and you’ve got a surefire winner.

But brewing Hazy-O! wasn’t as easy as dumping oat milk into the kettle. Calagione says that it took Dogfish Head over a year of “methodical experimentation and methodical drinking” to dial in the recipe.

“Oat milk adds a unique characteristic to Hazy-O! that we were not able to replicate otherwise,” he says. “Along with the addition of malted, rolled and naked oats, oat milk provides the beer with a silky-soft mouthfeel – and that mouthfeel actually makes it drink like a refreshing 5% ABV session IPA, rather than the 7.1% ABV powerhouse that it is.”

The final product is a fantastically balanced hazy IPA that avoids common pitfalls of the style while delivering on the tropical notes and mouthfeel that hazy fans crave. Hazy-O! has a strong aroma of pineapple, tropical and citrus notes – like a less sweet, more bitter piña colada – with hints of nutty oats and an overall lightness that belies its ABV.

After testing the recipe with patrons at their Delaware properties, Dogfish Head knew they had a hit on their hands. In October 2020, they released

DogfishHEAD

Hazy-O! in limited-edition 16 oz. cans at their Rehoboth brewpub.

“The beer flew off our shelves,” says Calagione. “It was that response from our coastal Delaware fans, as well as the exponential growth of both hazy IPAs and oat milk that allowed us to bring this beer to folks across America as a year-round SKU as quickly and as confidently as we did.”

Dogfish plans to take Hazy-O! all the way, line-pricing the beer with their “core 4” – SeaQuench Ale, Slightly Mighty, 60 Minute IPA and 90 Minute IPA – and including it in their new summer variety pack, The Box That Goes BOOOOM! The hazy IPA is also now available in 2/12-pack cans, in addition to 6-packs and draught.

And it makes sense for the brewery to double down – not only is Hazy-O! a pitch-perfect hazy IPA, it has serious crossover potential. Since the beer is made with oat milk rather than lactose, the beer is a-okay for vegan consumers and those with lactose-free diets.

“With Hazy-O!, we were able to create a true hazy IPA that can appeal to many different audiences,” Calagione says. “It’s a great addition to our existing lineup of active lifestyle-centric beers with a flavor profile that grabs the attention of not only wellness-conscious consumers, but also those who are lactose intolerant or vegan and of course, hardcore craft beer geeks.”

Calagione says he looks for inspiration for his brews everywhere except the craft brewing industry. Hazy-O! was inspired by a barista at an indie coffee shop.

Dogfish Head’s in-house team designed Hazy-O!’s stunning label art, inspired by the sun setting over the Atlantic Ocean and the beer’s hazy golden hue & oat additions.


The Beer Diet: How to Drink Beer and NOT Gain WeightBy Gary Greenberg

If you’re like us, after spending over a year (mostly) indoors, and with a semi-normal summer on the horizon, nothing sounds better than spending time on the beach with your toes in the sand and a cold beer in your hand. If you’re also like us, you may have been neglecting your exercise routine during last year’s COVID shutdown.

Fear not, beer geeks! Gary Greenberg’s delightful read, The Beer Diet, will have your beach bod back in no time – without swearing off your favorite refreshing adult beverage. An avid homebrewer and rugby player who describes himself as “an old boy who still fits into his size 32 rugby shorts,” Greenberg has been dedicated to making small adjustments to his lifestyle that help make a huge difference to his waistline.

Greenberg first heard about The Beer Diet in 1970 from his brother Rick, who adopted it as a game plan for a beer-lover to live a healthy lifestyle “even in a world with an ever-increasing selection of high-calorie, high-carb, craft beers.”

Greenberg’s quirky and informative prose takes readers on a trip through the history of beer, addresses where the myth of the beer belly originated (and it is a myth, folks!) and even delves into some of his homebrewing adventures.

Breaking up historical tidbits and data with refreshing Beer Breaks (“It’s Friday afternoon and I’ve just cracked open a 22-ounce bomber bottle of

Quadraphonic, a 10.5% ABV Belgian-style quadruple ale from Barrel of Monks”), Greenberg quickly makes readers feel like drinking buddies.

But beneath Greenberg’s quick wit and amusing anecdotes is a thoughtful and balanced approach to a healthy lifestyle, while also indulging in beer from time to time. For instance, while he doesn’t count calories, Greenberg is very aware of what he’s putting into his body. That means eating healthy during the week and being proactive about the way your body works so you can be vigilant for signs of something wrong. He’s a big advocate of exercising 30-45 minutes every weekday and also believes in the benefits of Dry January, the new phenomenon of a month-long abstinence from alcohol.

He’s sworn off soda, fruit juices and sports drinks and takes five supplements a day that support all seven cell functions. Greenberg also advocates understanding the dangers of too much alcohol. “Drinking more than two 5% ABV beers a day has proven to be harmful to health and longevity for men,” writes Greenberg. “And that number drops to one for women.” The secret, of course, is not to overindulge, while following his other helpful tips to compensate.

The book itself makes it very clear that it is not intended to promote, encourage or condone alcohol abuse. However, he also acknowledges that Nancy Reagan’s 1980s-era anti-drug campaign – “Just say no”

– doesn’t quite work either. Instead, Greenberg provides a helpful guide on moderation.

The Beer Diet is a one-stop-shop for learning how to lead a healthy lifestyle while keeping your fridge stocked with your favorite IPAs. He’s even included healthy soup recipes and a bonus chapter on The Body by the Numbers, “just so you know what you’re made of.” With its compact size and Greenberg’s personable approach, The Beer Diet makes a fantastic beach read, whether you’re already careful about what you consume or are looking to adjust your lifestyle.

If you want to stay trim and enjoy drinking beer for many years to come, you need to read this book!

Bookshelf


Feature

The beer giant is embracing change – and total beverage – with new partnerships and brands.

If you thought you knew Molson Coors, think again. The Chicago-based company recently encapsulated its evolving ethos with a new name – Molson Coors Brewing Company is now Molson Coors Beverage Company

(MCBC). It’s a small change with big implications: MCBC is embracing all things beer, but reaching far beyond.For over two centuries Molson Coors has been brewing beverages that unite people to celebrate all life’s moments. From Coors Light, Miller Lite, Molson Canadian to Coors Banquet, Blue Moon Belgian White, Vizzy, Leinenkugel’s Summer Shandy, Hop Valley and more, Molson Coors produces many beloved and iconic beer brands.

Teamwork Makes the Dream Work

Since 2019, the company has announced a plethora of new ventures, new brands and new line extensions, strengthening their position as one of the world’s top beverage companies.

In September 2020, MCBC began a joint venture with Yuengling to bring America’s Oldest Brewery to more states throughout the U.S. Yuengling brewers will work with their counterparts at Molson Coors’ to make the Yuengling brands more accessible to new markets. No word yet, on when and if Yuengling will come to New Hampshire.

Moreover, the company has taken several steps toward its hard seltzer ambition, which is a key part of its “beyond beer” approach. Coming to hard seltzer, the company’s share in the U.S. hard seltzer segment increased to more than 50%, which is higher than what it was at the beginning of 2021. Progress on expanding the hard seltzer portfolio was marked by the launch of Topo Chico Hard Seltzer in the first quarter of 2021.

In the spirit of capturing their fair share of total beverage, MCBC also announced a partnership with the top above-premium player in RTD coffee, Philly-based coffee roasters, La Colombe. According to Pete Marino, MCBC’s president of emerging growth, RTD coffee is “close to the size of the hard seltzer category, at nearly $4.5 billion in revenue – and it has the chance to double in the years ahead.” MCBC and La Colombe have struck a 10-year deal, which will see MCBC distribute non-alcoholic La Colombe products to convenience and drug stores, and eventually to their entire footprint.

“When you’re David and you’re looking for your Goliath to become besties with, you want the biggest, strongest one,” La Colombe CEO Todd Carmichael told Beer Business Daily. “And Molson Coors has displayed that over decades. So for me, it was kind of a no brainer.”

MCBC is also identifying what’s heating up in total beverage and bringing competitive new brands to market. Earlier this year, the company launched wine spritzer brand MOVO nationwide, and were able to bring their innovation to New Hampshire. MOVO Wine Spritzers are made with real wine, sparkling water, real fruit juice and natural flavors, and come in trendy, colorful, slim can packaging that draws the eye. With just 100 calories, no added sugar and a sessionable 5.5% ABV, MOVO

Wine Spritzers are tasty and refreshing without the guilt.

Also new to the MCBC stable is Hop Valley Brewing Co., an Oregon brewery with a refreshingly different take on IPA. Hop Valley made their name with their innovative Cryo Hops, which utilize food-grade, lupulin-laden debris left over from the creation of hop pellets to brew an easier-drinking, less bitter IPA. Harvested from hop cones via liquid nitrogen, Cryo Hops are the key ingredient of the brewery’s popular IPAs, the Stash series, which have all the juicy flavors and tropical aromas that drinkers love, without the bitterness. The brand has already enjoyed plenty of success on the West Coast, and Hop Valley ranked as one of the hottest top-20 craft brewers in the U.S. even before their nationwide expansion earlier this year.

Innovation is the Key to Success

But MCBC hasn’t forgotten about their biggest brands. In fact, the company has seen massive success – and brought growth to beer – with line extensions like Blue Moon Light Sky. Light Sky, a lower-calorie extension of #1 craft beer Blue Moon Belgian White, has been a huge hit with consumers, becoming the #1 new beer in 2020. To capitalize on that growth, MCBC is working on growing distribution for the brand and considering other Blue Moon line extensions.

The Coors brand is also getting some love, with two new offerings launched this year: Coors Seltzer and Coors Pure. Coors Pure, which is MCBC’s first USDA-certified organic beer, is refreshingly simple: a light lager with a subtle malt sweetness along with low bitterness and slight citrus hop notes. With only 92 calories and zero sugar, Coors Pure tastes light and effervescent, with a clean mouthfeel and minimal aftertaste.

Meet The New Molson Coors

Bitterness is a key barrier to consumer adoption of IPAs. Thanks to the use of Cryo Hops, Hop Valley’s flagship Bubble Stash is less bitter than over half of the leading IPAs.


New & Now from Molson Coors

MOVO Wine Spritzers

MOVO is available in three flavors – Peach White Blend, Raspberry Rosé and variety pack exclusive Blood Orange Sangria – which all contain fewer calories and less than half the sugar of the leading wine spritzer competitors, capitalizing on growing health and ready-to-drink format trends that shoppers seek.

Hop Valley Stash Pack

Since Hop Valley is new to the Northeast, they made sure to capture the true power of Cryo Hops – their innovative hop processing technique that produces an easier-drinking, less bitter IPA – with the Hop Valley Stash Pack. The Stash Pack includes: Bubble Stash, a tropical IPA; Mango & Stash, a double punch smoothie of fruit and hop flavors that will leave you craving a sequel; Stash Panda, a hazy IPA brewed with grapefruit peel and Cryo Stash, a melding of citrus, malt, hops and real fruit to saturate the senses.

Coors Pure

Coors Pure is USDA-certified organic and made with simple, quality ingredients: organic barley, organic hops and water. Available in original Coors Pure and Coors Pure Hint of Citrus, this is a seriously sessionable beer at 3.8% ABV.

La Colombe Draft Lattes

Local coffee and beverage company La Colombe’s above-premium RTD, non-alcoholic draft lattes are available in four flavors: Triple Shot, Vanilla, Mocha and Caramel.

Coors Seltzer

Coors Seltzer is currently available in a variety pack of four refreshing flavors, each only 90 calories: Black Cherry, Grapefruit, Lemon Lime and Mango. And this summer, the brand will launch a unique, limited-edition flavor, Orange Cream Pop, sure to be an instant fan favorite.

Feature

Coors Seltzer, the first hard seltzer rooted in giving back, has distinguished itself in the seltzer space by making it easy for consumers to make a positive impact. Each 12-pack of Coors Seltzer purchased helps restore 500 gallons of clean water to rivers throughout the U.S., including the Allegheny and Delaware rivers. And since it’s certified gluten-free, crafted from real cane sugar and only 4.5% ABV and 90 calories per 12 oz. serving, Coors Seltzer makes giving back BFY too. The brand will be expanding its offerings this summer with a limited-edition Orange Cream Pop flavor, sure to stand out in the growing hard seltzer market.

MCBC has made some exciting changes over the past two years, but their evolution as a company isn’t just about challenging perceptions of what the beverage market can be. It’s about improving the long-term health of both MCBC and their wholesaler and retailer partners.

“[MCBC will] undoubtedly be a beer-dominant company for generations. But we no longer live in an either-or world…

we believe we can be a great beer company, and a great

beverage company.”

— Pete Marino, MCBC’s President of Emerging Growth


This limited-edition flavor is bursting with nostalgia and creamy orange flavor, designed to get summer poppin’.

BrewerHIGHLIGHTLiars Bench Beer Co.

Housed in an old plumbing supply warehouse at 459 Islington Street, in Portsmouth’s up and coming West End, Liars Bench Beer Co. is an independently owned nano-brewery, taproom and biergarten. Heady Times

caught up with co-founder, Dagan Migirditch to learn more about this cool and unique spot, which is brewing up some tasty, top-notch beer.Heady Times (HT): Why did you and your UNH college roommate, Dane Nielsen, decide to start a brewery? And why did you choose Portsmouth?

Dagan Migirditch (DM): Although we didn’t know it at the time, Liars Bench was conceived during our junior year of college, when Dane and I built a Wayne Gretzky-themed bar in our first apartment. I think that’s what kicked off our mutual interest of one day owning a watering hole. Six years after graduation, we both found ourselves employed in positions of leadership. Dane was a lead brewer at Magnolia Pub in San Francisco, and I was managing restaurants in Portsmouth. Whenever we’d meet up for some beers, we’d dream of combining our experiences of opening a brewery. At that point in time (2014/2015), we both felt “ready.” We chose Portsmouth because we love it and we wanted to call it home.

HT: Are you and Dane Nielsen NH natives?

DM: We are not. Dane is from CT and I am from NY. We are however, UNH alumni. And except a brief, five-month stint in Boston, I haven’t left NH since freshman orientation.

HT: What’s the meaning behind the name Liars Bench?

DM: Liars Bench is an old Americana term. We discovered it in an article about the Appalachian Trail. Up north, where the trail ends in Katahdin, there is a famed Liars Bench. Two stumps of wood, two planks nailed to the stumps to form a rudimentary seat, it’s where thru-hikers gather to tell stories of the trail. After finding the name we were immediately drawn to it. Frankly, we just liked how it sounded. But as we started to research the term, to trace its roots, we realized it perfectly captured our brewery’s ethos. A Liars Bench is a town gathering place. You’ll find one on a fishing pier, outside a general store, at a brewery… and at the Liars Bench, folks gather to tell stories. The stories are meant to entertain, so if the truth is bent a bit in the process, so be it. What pairs better with beer than that?

HT: Tell us about your beer lineup.

DM: We’ve brewed over 100 unique beers, but our flagships are Young Upstart IPA, Love Duck Pale Ale and No Dice Pilsner. We run the gambit, but when we brew a beer, we brew it with intention, and we brew it to exemplify the style. Whether it’s a saison, a rauchbier or an American light lager, our aim is to produce a superior product, free of off flavors and true to form. We never want to hear, “this beer is interesting.” What we want to hear is, “I’ll have another, and then another and then another.”

HT: How would you describe your taproom, biergarten and bodega?

DM: We are housed in an old plumbing supply warehouse and we embrace that aesthetic. Our taproom has an industrial feel with large garage doors and long communal tables. Pre-COVID we were a raucous, bustling community catchall on the weekends and a cozy sipper spot on the weekdays. Our biergarten is lush and abuts an active train track. We’ve got big, beautiful shade sails and a neighborhood park vibe. The bodega was born out of

From left: co-founders, Dagan Migirditch & Dane Nielsen

HeadyTimes v.36 www.amoskeagbeverages.com 8

COVID as a way to embrace our local makers, artists and chefs (while also repurposing our vacant taproom). It has the feel of a country store.

HT: Tell us about your food menu in the taproom – what are your top-selling items?

DM: We’ve got a great chef who has created a menu that resembles items one can get from a food truck. We do funky hot dogs and sausages, killer sandwiches, snacks and desserts. Our signature item is the Chopped Cheese, a NYC bodega special that’s half cheeseburger and half Philly cheesesteak. It makes me salivate just thinking about it.

HT: How have you had to change the way you do business due to COVID? Are you seeing things slowly getting back to a new normal?

DM: We embraced the bodega concept, we winterized the biergarten with heated tables and firepits, we had a log jam sale and sold kegs to our customers (something we’ve never done before). We also embraced our relationship with Amoskeag and utilized their ability to move beer throughout the state to keep us afloat during the dark hours.

HT: How is your partnership with Amoskeag?

DM: We are incredibly happy with our Amoskeag partnership. Our only concern is whether or not we’ll be able to keep up with the demand the sales team is drumming up.

HT: Any “fun facts” you can share about Liars Bench?

DM: We like to host wacky events. We’ve done a hot dog eating contest, an intra-brewery bathtub race at our annual Bock Fest (not last year) and a pumpkin smashing event which went... smashingly.

HT: What do you want our readers to know about Liars Bench?

DM: We’re independent, we’re local and we have an amazing staff, which on a daily basis, makes our little dream bigger and more vivid than we could have ever imagined.

Liars Bench Starter Pack If you’re new to Liars Bench Beer Co., start out with their core lineup, which has transformed them into a popular brewery at the seacoast and beyond.

Young Upstart IPAAn assertive but balanced IPA with passion fruit, apricot and pine. 6.6% ABV

Love Duck Pale AleA pale ale with big berry, mango & pine flavors and a touch of caramel. 5.5% ABV

No Dice Pilsner

Classic and quenching, No Dice is made with German malts, hops & yeast. 5.3% ABV

BrewerHIGHLIGHT


HeadyTimes v.36 www.amoskeagbeverages.com 10

Loudon Mart

WHAT’S NOT TO LOVE ABOUT LOUDON MART? IT’S A ONE-STOP shop with an out-of-this-world beer selection, outrageously delicious pizza & subs and a convenient place to fuel up your car.

With a prime location on Route 106 in Loudon, Loudon Mart is a local convenience store and Penguin Gas Station that carries a little bit of everything. Heady Times spoke with manager, Joe Chamberland, to hear more about his store.

Heady Times (HT): What’s your background?

Joe Chamberland (JC): I started working here for the previous owner when I was 16 years old. I can’t believe it’s been 22 years. The current owner purchased Loudon Mart in 2011 and has done a great job renovating and growing the business.

HT: What do you sell at Loudon Mart?

JC: We’ve got a little bit of everything. Need a boost of energy? We’ve got hot & iced coffee, Red Bull and a variety of soda. Hungry? Our deli serves up delicious to-go items including Roadie’s Chicken, a favorite with our customers. We also offer a full line of groceries as well as all the items needed to fill up a cooler for a weekend of fun up at the lake or at New Hampshire Motor Speedway, which is just up the road. And we are known around town as having the best beer selection.

HT: Tell us about your beer assortment!

JC: We take great pride in our beer offerings. I became interested in craft beer years ago and I’ve really watched the segment evolve and grow. At Loudon Mart, our goal is to offer customers as many choices as possible. Regionally produced beers give us the opportunity to support local businesses, their employees and the community. Folks really enjoy NH-made beer from Great North Aleworks and Moat Mountain Brewing. As far as the booming seltzer category, White Claw, Truly, High Noon and Vizzy are just flying out of here – it’s crazy!

HT: We’ve heard you expanded your beer cave.

JC: Yes, we are really excited about adding 10 additional feet to our beer cave. Craft beer will take the bulk of this new real estate. We are the biggest store in town and our amazing beer assortment can rival any of the big grocery stores.

HT: What would you like our readers to know about Loudon Mart?

JC: At Loudon Mart our guests are our #1 priority and our well-trained staff is always ready to help and answer any questions our customers have. We pride ourselves on greeting our guests and providing a clean and welcoming environment so they will want to make our store a part of their daily routines. Before you leave, make sure you fill up your vehicle at one of our 12 convenient Penguin gas pumps!

Off-PremiseSPOTLIGHT

Store Manager, Joe Chamberland

577 Route 106 North, Loudon • 603-783-4305


Tower Hill Tavern & The Big House

WHETHER FOLKS ARE GOING FOR THE TUNES, THE FOOD, THE drinks or just a rockin’ good time, Tower Hill Tavern is the place to be! Located in the heart of Weirs Beach, across from Lake

Winnipesaukee, Tower Hill Tavern has been the Lakes Region’s go-to dining and entertainment venue since 2009.

Patrons can spend the day in the sun and head to the bar for a burger, fresh seafood and a pint of cold beer while enjoying live music – there are bands, DJs and Karaoke every Friday and Saturday night. Plus, we have special events over holiday weekends like Memorial Day and Labor Day.

Heady Times caught up with Meghan Doptis, General Manager of Tower Hill Tavern & The Big House, to hear about how owner Anthony Santagate is doing everything he can to make Weirs Beach a year-round destination, starting with his two establishments – Tower Hill Tavern & The Big House.

Heady Times (HT): Tell us about Tower Hill Tavern.

Meghan Doptis (MD): Tower Hill is an entertainment venue like no other, with customers ranging in age from 21 to 90! It’s a wonderful mix of fun people that come by for our upscale family restaurant and bar and to enjoy the live music on our massive stage. We offer a wide variety of expertly prepared food made with only the freshest ingredients. Folks love our Lobster Mac and Cheese, Famous 3 Way Roast Beef Sandwiches and our Specialty Pizzas. Our chefs rock just as much as our musicians. We offer indoor and outdoor seating and our new bar, called the Green Room, has all the cold beverages anyone could ask for. People who are at the beach or taking a jog near the water can stroll right up to our walk-up window and grab a steaming hot slice of pizza, fried dough or ice cream.

HT: Speaking of cold beverages, what’s your beer selection like?

MD: Our bartenders serve up a vast assortment of local craft beers, imports and domestics, including 19 draught lines, encompassing traditional favorites and popular seasonals – there’s something for every beer drinker. Some of our top Amoskeag sellers are Coors Light, Miller Lite, Truly and Red Bull (6 flavors). New England favorites like Sam Adams and Harpoon are popular choices for our out-of-town visitors who want to try a local brew as well as NH-made Great North IPA and Smuttynose Mango Guava Sour. We also have a full bar and mix up some very tasty cocktails!

On-PremiseSPOTLIGHT

Owner, Anthony Santagate & General Manager, Meghan Doptis

towerhilltavern.com • 264 Lakeside Ave., Laconia • 603-366-9100

HT: What’s the story on The Big House?

MD: The Big House is our top-of-the-line nightclub located up the street from Tower Hill. It has an indoor stage and another stage on our unique outdoor patio, which we refer to as the Wreck Yard. The Big House, which opened in 2019, has a beachfront vibe, great drinks and the best music in the area. Our DJs set the tone for a night our guests will remember, with high energy mixes and everyone’s favorite hits.

HT: How is Anthony Santagate, owner of Tower Hill and The Big House, helping to attract more visitors to the Weirs?

MD: Anthony or “Weirs Anthony”, as he’s known around these parts, has done an incredible job promoting Weirs Beach. He wants it to be a year-round destination, not just a place people visit in the summer. With events like Wake the Lake, that takes place every May; Bike Week (June 12-20, 2021); Biketemberfest (September 17-19, 2021); Weirstoberfest (October 1-3, 2021); along with other happenings, Santagate works tirelessly with all the local businesses to extend the season. We hope people put Tower Hill Tavern and The Big House

on their list of places to visit when up in the Lakes Region… they won’t be disappointed!


Brothers, Phil and Nick Mastroianni own New Hampshire-based Fabrizia Spirits, makers of Fabrizia ready-to-drink canned cocktails. “I was an accountant, living in my parent’s basement, when I started making homemade limoncello as a hobby,” says Phil. “One evening, my uncle Joe tried some and said, “this is the best limoncello I have ever had! This is what you

should be doing.” Without any real experience or plan, my brother Nick and I got started and never really looked back!”“In the summer of 2017 we whipped up our first demo batches of the Italian Margarita. It was a great way to utilize all of the lemon juice left over from making limoncello. They were an instant hit, selling out in just two days. In spring of 2018 we formally kicked it off, and then in 2019 we introduced Italian Lemonade, followed by Italian Breeze in 2020. Next up is our new, lower-calorie vodka soda line launching later this summer, still utilizing our fresh fruit, including our blood oranges.

With the season for outdoor drinking (picnics, garden parties, poolside lounging and beach days) upon us, there’s never been a better time to dip your toe into the world of ready-to-drink canned cocktails. The best part? You literally have to lift just one finger to enjoy them – no mixing and blending of a million ingredients required. These are just a few reasons why you should be selling Fabrizia canned cocktails!

Fabrizia Italian Margarita

This refreshing ready-to-drink cocktail is handcrafted with Fabrizia Limoncello, freshly squeezed lemonade made from Sicilian lemons and premium tequila.

Fabrizia Italian Style Lemonade

For those who prefer vodka over tequila, Fabrizia Spirits uses their all-natural Fabrizia Limoncello, freshly squeezed lemonade and premium vodka to bring you “summer in a can.”

Fabrizia Italian Breeze

Fabrizia Italian Breeze offers a flirtatiously fruity spin on their Italian Style Lemonade. It’s crafted with freshly squeezed lemonade, award-winning Fabrizia Limoncello, premium vodka, cranberry juice and raspberry juice.

These refreshing ready-to-drink cocktails have an ABV at 7% so they provide just the right kick. They are 100% all-natural & gluten-free, contain no artificial colors or preservatives, have zero carbonation and are made with only three ingredients: Fabrizia Limoncello, lemonade and tequila or vodka.

Canned cocktails remain one of the hottest categories of alcoholic beverages, and their trend of explosive growth doesn’t show any signs of slowing down. Canned cocktails were up triple digits in 2020, according to Nielsen data.

Why You ShouldBE SELLING…Fabrizia Premium, Handcrafted, Ready-to-Drink Canned Cocktails


NewPRODUCTSTanqueray Ready-to-Drink CocktailsA shockingly smooth & refreshing twist on gin, in ready-to-enjoy cans that will refresh your taste buds and change your expectations of gin. Inspired by Charles Tanqueray’s original recipes, these perfectly crafted ready to enjoy drinks use a new style of Tanqueray Gin that infuses Rangpur Lime essence or Sevilla Orange essence with other fine botanicals and our signature sparkling soda water. The result is a unique, smooth and surprisingly light and delicious taste experience for the most refreshing drinks under the sun. Available in three zesty flavor profiles: Tanqueray The Classic Gin & Tonic: A deliciously refreshing and balanced bar quality G & T. Tanqueray Sevilla Orange Gin & Soda: A perfect infusion of Tanqueray Gin, blood orange essence and soda. Tanqueray Rangpur Lime & Soda: A perfect infusion of Tanqueray Gin, juicy lime essence and soda. ABV: 6% Package: 12 oz. cans only Availability: Now, year-round

High Noon Summer Limited Edition Tropical Variety 8 PackGrab an 8 pack of High Noon for on-the-go enjoyment. This limited edition, summer variety pack includes: Watermelon, Pineapple, Passionfruit NEW FLAVOR! & Mango NEW FLAVOR! ABV: 4.5% Package: 12 oz. slim cans only Availability: Now!

High Noon MangoHigh Noon Sun Sips are the easy drinking, always socializing, great tasting, sun-toasting, blue sky celebrating, memory-making – awesomeness – in a can – hard seltzer. High Noon Mango is new to their lineup at only 100 calories, has no added sugar and is gluten-free. Mango is available in 4-packs and in their Limited Edition Tropical Variety Pack. ABV: 4.5% Package: 12 oz. slim cans only Availability: June

Vizzy WatermelonThere’s a new Vizzy coming for the summer of 2021, and it’s as sweet and refreshing as a summer breeze. Crisp Vizzy Watermelon is made with real, thirst-quenching watermelon juice and antioxidant vitamin C from acerola superfruit. Vizzy Blueberry-Watermelon, Kiwi-Watermelon, Passionfruit-Watermelon and Mango-Watermelon clock in at just 100 calories and are the great fit for summer days that need a little extra bubbly. Packages: 12 oz.

cans in the Variety Pack & 24 oz. single-flavor cans coming soon Availability: Now, year-round

Truly Punch Hard Seltzer Mix PackAvailable in Tropical, Fruit, Citrus and Berry Punch flavors, Truly Punch Hard Seltzer blends the familiarity of traditional punch

with the explosive flavors of real fruit for the juiciest, punchiest hard seltzer experience yet. Consumers can experience all the delicious flavors in this 2/12-pack variety. Availability: Now, year-round

Smirnoff Seltzer Pink LemonadeThis new hard seltzer from Smirnoff has a lemon forward aroma with hints of red berry. A juicy lemonade flavor is balanced by sweet, tart notes of raspberry and a pleasantly tart finish. ABV: 4.5% Package: 12 oz. slim cans only Availability: Year-round, beginning in June

Ketel One Botanical Vodka Spritz Ready-to-Drink CocktailsKetel One Botanical Vodka Spritz ready-to-drink canned cocktails are made with Ketel One Vodka from the Nolet Family distillery and are available in the following fresh tasting variants: Peach & Orange Blossom – Fresh juicy ripe peach with a subtle orange blossom finish. Grapefruit & Rose – Zesty, fresh squeezed

grapefruit with a touch of rose. Cucumber & Mint – Crisp, sliced cucumber with a hint of refreshing mint. These all have 73 calories per serving, 0 carbs, no artificial sugar or sweeteners. ABV: 3.6% Package: 12 oz. slim cans only Availability: Now, year-round


NewPRODUCTS NewPACKAGES

Willie’s Superbrew Cocktail Inspired Variety PackWith the full flavors of your favorite cocktails and the better-for-you qualities of a hard seltzer, Willie’s introduces to you: Willie’s Superbrew Cocktail-Inspired Variety Pack. Inside, you’ll find Willie’s flagship and most award-winning flavor, Ginger & Lemon, along with three all-new cocktail-inspired flavors: Mint & Lime (The Mojito), Cranberry & Lime (The Cape-Codder), and Pineapple & Jalapeño (The Spicy Margarita). All are made with the real fruit Willie’s is known for, giving them full fresh flavors like they

were mixed for you on the spot. Drink them straight, enjoy them over ice, or complete them with their signature spirits. ABV: 4.5% Package: 12 oz. cans only Availability: Now, year-round

Strainge Beast Watermelon, Sea Salt, Lime & Mint

A seedy grin and sprigs of mint, that melon spirals high.

Salt’s not all the citrus chomp, they’ll catch you like a fly.

With finest teas they always start, live cultures, hungry yeast.

From the fermentation frenzy, we meet a new Strainge Beast: Watermelon, Sea Salt, Lime & Mint.

ABV: 4% Package: 12 oz. cans only Availability: Now, year-round

Strainge Beast Raspberry, Golden Kiwi & Elderflower

Snaking through the kiwi heap, a berry from inside.

Dressed in flowers, ripe to pick, until it opens wide.

With finest teas they always start, live cultures, hungry yeast.

From the fermentation frenzy, we meet a new Strainge Beast:

Raspberry, Golden Kiwi & Elderflower.

ABV: 4% Package: 12 oz. cans only Availability: Now, year-round

New Flavor in the Coors Seltzer Variety PackAs we move into summer, consumers will be looking for a crisp, refreshing beverage to drink during their fun in the sun. We know that for many drinkers, that’s when seltzers really shine. So Coors Seltzer is bringing a refreshing new flavor to the lineup: Coors Seltzer Raspberry. It still has all of the Rocky Mountain refreshment shoppers know and love, but with a new berry flavor that’ll stand out from the rest. Replacing Grapefruit, Raspberry joins Mango, Black Cherry and Lemon Lime in this 2/12 can variety. Availability: Year-round, beginning in July

Live Past Labels with Vizzy PrideVizzy works hard year-round to make sure the LGBTQ+ community feels seen and heard day to day, but that doesn’t mean Vizzy isn’t going to do something special during Pride, too. That’s why they’ve created new custom primary and secondary Pride packaging with the tagline “LOVE YOUR IDENTITY, LIVE PAST LABELS,” highlighting their Human Rights Council partnership. The packaging features vibrant colors perfect for the occasion and for the summer months in general. This packaging will be in-market starting June 1 and is meant to encourage LGBTQ+ consumers and allies to embrace their beautiful, unique identities, no matter what form that might take. Availability: Now!

Smirnoff Ice Party Pack Refresh with New Pink Lemonade

The newly revamped Smirnoff Ice 2/12 Party Pack now includes: Smirnoff Ice Original, lightly carbonated with a citrus zest; Smirnoff Ice Screwdriver, tart orange juice taste with a pleasant bite; Smirnoff Ice Green

Apple, lightly carbonated with natural, crisp, green apple flavors and new Smirnoff Ice Pink Lemonade, a refreshing combination of tart, juicy lemon notes and sweet red berries. Availability: Year-round, beginning in June


NewPACKAGES

Woodstock Inn Brewery Refreshes Core Lineup

Inside every one of Woodstock Inn Brewery’s beers, you’ll discover a little bit of what makes New Hampshire special. From the mountains, lakes,

and streams, to the farms, small towns, cities and seacoast. Woodstock Inn Brewery has refreshed their year-round favorites: Pig’s Ear NH Brown Ale, 4000 Footer NH IPA and Moody Brew New England IPA. Packages: 12 oz. cans and draught Availability: Now, year-round

Woodstock Inn Brewery Lemon Blueberry Pale Ale Gets a New Look

Lemon Blueberry Pale Ale is a light and thirst quenching beer with light lemon and blueberry flavor in the finish, this refreshing seasonal is perfect for all your warm weather activities. ABV: 4.4% Packages: 12 oz. cans and draught Availability: Now!

Great Rhythm Resonation Pale Ale 16 oz. CansGreat Rhythm is refreshing their lineup with new graphics and new package sizes in May/June. Resonation Pale Ale is a double dry hopped New England pale ale. Pours hazy blonde with a nose of ripe grapefruit and pine needles. Big citrus flavors are beautifully balanced by a light malty sweetness and slightly resinous finish. ABV: 5.2% Packages: 12 oz. cans, 16 oz. cans (new) and draught Availability: Year-round, beginning in June

Great Rhythm Tropical Haze IPA 16 oz. CansNow available in 16 oz. cans with new graphics, Tropical Haze is a hazy New England IPA. Pours hazy blonde and bursting with notes of tropical fruit, pineapple, ripe mango, and papaya. Brewed with a blend of malted barley, oats, and wheat for a soft and smooth mouthfeel, then double dry hopped for a juicy finish. ABV: 6.8% Packages: 12 oz. cans, 16 oz. cans (new) and draught Availability: Year-round, beginning in June

Great Rhythm Squeeze IPA Has New GraphicsSqueeze is a double dry hopped New England IPA with a nose of freshly squeezed tangerine, mango and papaya and has new graphics. Sips juicy, fruity, and crisp with minimal bitterness and a smooth finish. ABV: 5.7% Packages: 16 oz. cans and draught Availability: Year-round, beginning in June

Narragansett Limited-Edition Jaws Wrap Lager 12-pack CansFor the first time, Narragansett received permission to use the Jaws movie poster illustration on their packaging! The movie-themed 12-pack cans will release in early summer for a limited time with the same UPC as Narragansett traditional Lager 12-pack cans. Availability: Now!

Narragansett Patriotic Lager 16 oz. CansFor a limited time this summer, ’Gansett is introducing their Patriotic Lager Tallboy 16 oz. cans to celebrate our nation’s birthday. The UPC will be the same as their traditional Lager tallboy cans. Availability: June

SeasonalSELECTIONS


Smuttynose Match Play IPABorn on the 19th hole, and made for your next round, Match Play IPA (formerly known as Backswing IPA) is a crisp and crushable ale that you’ll never again tee up without. Soft and refreshing, yet packed with bight and bold hops, Smuttynose’s IPA is a sure gimme on a hot day. Brewed with Saphir, Citra, Simcoe, and Amarillo, and bursting with notes of citrus and pine, Match Play is everything you love about a sunny day on the course in a can. The Official Beer of The New Hampshire Golf Association (NHGA). For when you’re jonesing for a round or two, Match Play IPA is an easy scratch. ABV: 5.5% Packages: 16 oz. cans and draught Availability: Now!

Hobbs Lake Life American Pale AleLake Life Pale Ale is heavily dry-hopped with Citra and Simcoe and goes down smooth at 5.9%, pleasing hop-heads and sunburnt beachgoers alike. A little hoppy, but smooth and not very bitter. It’s going to be your favorite lake companion this summer. ABV: 5.9% Packages: 16 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.

Harpoon Summer LeagueCrack a beer and get in the game! Your Summer League is here. This 2/12 can variety features a mix of four Harpoon League beers: Rec. League, the original

cooldown companion; Bush League, a lawnmower/lawn games pils; Pacific League, the 95-calorie phenom and Big League, the cleanup hitter – all brewed with modern hops and summer activities in mind. Availability: June

Harpoon IPA Summer Haze Edition Hazy IPA

Harpoon would never change their Harpoon IPA – it’s New England’s original IPA after all – but that doesn’t mean they can’t have fun with it. Introducing Harpoon IPA: Summer Haze Edition. Harpoon took their iconic IPA recipe and made some tweaks – softening things out with the grain bill, adding some extra citrusy hops,

and skipping filtration so it’s nice and hazy. What we got is an IPA that has the familiarity of their flagship but with a refreshing summery twist. Only available for a limited time! ABV: 6% Package: 16 oz. cans only Availability: June

NEWVARIETY PACK!

Coors Seltzer Orange Cream PopSeltzer shoppers are constantly treasure hunting for that next hot thing. In 2020 we were introduced to Rocky Mountain refreshment in a seltzer with Coors Seltzer and it showed up big with a mission to restore river water. And now in 2021, the excitement continues with a new, limited-edition summer flavor: Orange Cream Pop in a redesigned, Instagram-worthy can. Still only 90 calories, this new, delicious seltzer will bring everyone’s favorite summertime frozen popsicle flavor into a new, bubbly, boozy future. Summer’s seltzers have a new superstar ABV: 4.5% Package: 12 oz. slim cans only Availability: June

Woodchuck Celebrating 30 Years Variety PackContinuing with their 30th year celebration, this summer, the Woodchuck Celebrating 30 Years 12-pack can variety will feature two new styles and new graphics. In addition to package staples Woodchuck Amber and Bubbly Pearsecco, this new seasonal variety will also include: Blueberry and Bubbly Apple. Availability: June


Bent Water Thunder Funk IPAThunder Funk is Bent Water’s ‘ode to the West Coast’ style IPA. It’s brewed with four hop varieties and three different malts. Juicy hops and a soft malt backbone offer flavors of pine, slight biscuit and a lingering citrus bitterness. It is well balanced approach to a classic style, providing a great option for fans of the West Coast IPA or as an alternative offering to people who have come to craft beer awareness in the age of the haze. ABV: 7.3% Packages: 16 oz. cans and draught Availability: Now!

Rogue Raspberry TartlandiaInspired by the culinary wonderland that is Portland, Oregon, Rogue created Raspberry Tartlandia: an outrageously delicious gose, with combination of raspberry juiciness, sea salt and refreshing tartness. ABV: 4.9% Packages: 12 oz. cans and draught Availability: Now!

Rogue Combat WombatThis is hazy soured IPA is dedicated to our friends down under. Combat Wombat is a fusion of hazy, sour and fruity all tied together. ABV: 6.7% Packages: 16 oz. cans and draught Availability: Now!

Switchback Extra Pale AleSwitchback Extra Pale Ale (XPA) is a hop-forward pale ale that employs an abundant use of whole cone hops. Switchback has balanced the amazing bouquet and flavors that whole cone hops possess with a subdued malt character, creating a crisp refreshing beer. Switchback developed Extra Pale Ale as a test brew on their 5 gallon pilot system utilizing Vermont grown hops from the UVM Hop Extension Program. Using whole cone hops created the challenge of reconfiguring the brew house just for this beer, but Switchback is overjoyed with the resulting aromas and flavors of the Centennial, Chinook, and Cascade hops. ABV: 4.8% Packages: 12 oz. stubby bottles and draught Availability: June

SeasonalSELECTIONSRebel Hard Coffee Berry Crisp Latte

Berry Crisp Hard Latte is made with Rebel Hard Coffee and then blended with a twist of blueberry and blackberry flavor notes that will take drinkers to the fringes of extraordinary. Break away from the same old and kick back with Rebel Hard Coffee Berry Crisp Latte.

ABV: 5% Package: 11 oz. cans only Availability: Now!

Brooklyn Stonewall Inn IPAThe Stonewall Inn IPA is a spirited session IPA. With unabashed notes of citrus peel and grapefruit, this unapologetic and refreshing IPA reminds us of where we’ve been and celebrates where we’re going. At only 95 calories, this is a beer for everyone, no exceptions.The Stonewall Inn has been a beacon for the global LGBTQ+ Pride movement since the famous Stonewall

Uprising in 1969. The Brooklyn Brewery is very proud to partner with The Stonewall Inn Gives Back Initiative (SIGBI) and to help make the world a more loving place, one beer at a time. ABV: 4% Package: 12 oz. cans only Availability: June

Stony Creek Sun JuiceBright, sunny, refreshing and easy drinking, Sun Juice is a tropical lager that’s slightly hazy with juicy hop flavors and aromas of tropical citrus, passionfruit and papaya. ABV: 5.6% Packages: 12 oz. cans and draught Availability: Now!

Stony Creek IPA Variety PackStony Creek IPA Variety is perfect for all your summertime activities. Each variety pack includes three cans of each: Cranky India Pale Ale, Big Cranky Double IPA, Little Wing Haze IPA, and Big Wing Haze IPA. Package: 12 oz. cans only Availability: Now!

Great North Vista WitGreat North Vista Wit is a classic Belgian style wheat ale brewed with coriander, grains of paradise and sweet orange peel. ABV: 5.1% Packages: 16 oz. cans and draught Availability: Now!

NEW!

SeasonalSELECTIONS


Willie’s Superbrew Grapefruit & LimeWillie’s Superbrew’s new warm-weather seasonal, Grapefruit & Lime, is their lightest offering yet, both in calories and refreshing flavor. A citrusy tanginess from the real grapefruit juice shines from the first sip. Lime complements the grapefruit with a slight sweetness and an extra bright and refreshing citrus note. The sea salt enhances both flavors for a light, clean finish that’ll keep you sipping through the summer. ABV: 4.5% Packages: 12 oz. cans only Availability: Now!

Willie’s Superbrew Juicy-Hazy-Hopped SeltzerWillie’s Superbrew is testing the limits of seltzer, one limited release at a time in their Seltzer Unleashed Series. The first release of the series is the Juicy-Hazy-Hopped Seltzer. At a whopping 23% juice, a tropical blend of mango, pineapple, and guava make this one of the most flavorful seltzers ever produced. A blend of Citra and Mosaic hops balances the tropical sweetness, providing aroma and depth far outside of the realm of a normal seltzer. And finally, a touch of citrus from the lime balances out the whole experience. ABV: 6% Packages: 16 oz. cans only Availability: Now!

Two Roads Pineapple Mango GoseTwo Roads Pineapple Mango Gose has tropical notes with hints of pineapple, mango and guava, with a touch of sea salt. It’s part of their Tanker Truck Sour Series and is perfect for all your summertime activities. ABV: 4.8% Packages: 16 oz. cans and draught Availability: June

Moat Mountain Flavah of the Day IPAFlavah of the Day! is Moat Mountain’s rotating hop, East Coast Style IPA. It is double dry-hopped with a clean, soft mouthfeel and no lingering bitterness on the palate. 3 pounds of hops per barrel produce ripe fruit and melon flavors. ABV: 7% Packages: 16 oz. cans and draught Availability: June

Moat Mountain Clockwork MandarinaClockwork Mandarina New England Pale Ale is a lower alcohol version of a New England IPA with a more present maltiness, despite the 3 pounds of hops per barrel. Aromas of tangerine citrus and grapefruit peel are followed by a hint of sweetness as the flavors hit your tongue. Clockwork Mandarina has a fluffy mouthfeel with a light bitterness and a malty, cereal finish. The triple dry-hopped symphony of flavors, textures and aromas are an Ode to Joy. ABV: 5.6% Packages: 16 oz. cans and draught Availability: Now!

Moat Mountain Hoffman WeissHoffman Weiss is an eccentric, old-fashioned Bavarian-style wheat beer. This top-fermenting ale was one of Moat Mountain’s first brews at their brewpub in 2000. Low in bitterness yet big on taste, this beer delivers aromas and flavors of banana and clove with hints of white pepper – all derived from the unique yeast strain. There is a subtle tartness in the background and a slight twang from the malted wheat. Moat promises, no bananas were harmed while brewing this beer. Some enjoy this ale served with a lemon slice while quenching their thirst. Prost! ABV: 5.4% Packages: 16 oz. cans and draught Availability: July

Area Two Experimental Brewing Synopsis Black Currant & Synopsis Prickly PearSynopsis is a mixed fermentation brew using wild and cultured yeast strains. Synopsis Black Currant is aged on wood and abundantly fruited with real black currant for a complex, refreshingly tart beer. The mixed fermentation process creates a subtle funk while the black currant features earthy tones of dark berry. Synopsis Prickly Pear, is fruited with real prickly pear for a complex, refreshingly tart beer. A mixed-fermentation process creates a subtle funk while the prickly pear has bright tropical and citrus notes. ABV: 6.4% Package: 16 oz. cans only Availability: June

Programs


Pack in More Summer with Miller LiteMiller Lite is here to help fans get the most out of their summer with a brand-new summer platform. Summer-forward illustrations will inspire shoppers to stock up with Miller Lite, and their gamified promotional experience and one-of-a-kind prizes will be sure to convert shoppers and drive continued engagement. Each time shoppers buy Miller Lite, they’ll get the chance to win summer swag featuring our summer designs. They’ll be on swim trunks, towels, floats, shirts, hats, backpacks … everything shoppers need for a day of fun in the sun.

Modelo Salud To SummerThis summer, Modelo introduces its most celebratory program to date by inviting consumers to “Salud to Summer,” inspiring them to reconnect with friends and family. Leaning into music, food, art and culture, Modelo will amplify this program with a national consumer sweeps for unique prizes including a BumpBoxx wireless speaker and digital/social activations to celebrate local communities, reminding consumers to celebrate summer the Modelo way. Additionally, Modelo will have high-profile placements throughout the summer across all forms of English-language and Spanish-language media.

Modelo Gold CupModelo is proud to return as the Official Beer of the Gold Cup for 2021. The Gold Cup tournament continues to grow in popularity across both US and Mexico fanbases, providing a unique opportunity to reach both core Hispanic and growing general market consumers. This renewed partnership will focus on high brand visibility opportunities and increased integration of the Fighting Spirit platform.

The 2021 Gold Cup will feature 16 teams participating in games from July 10th to August 1st. Media support will run during this timeframe featuring all new Spanish language TV advertising leveraging real CONCACAF footage and new digital/social assets with national media support from Modelo’s social handles. Also new for 2021 is the “Fighting Spirit Comebacks” content series that will highlight the greatest comebacks in Gold Cup history and the “Fighting Spirit Award” given to a player who best exhibits the Fighting Spirit during each matchup. Modelo will also receive in-stadium branding, including TV visible assets to drive TV broadcast impressions and onsite fan engagement.

Programs


#ProtectOurBeaches with CoronaIn partnership with Oceanic Global, this summer, Corona is building on its mission to protect our beaches while turning the tide on plastic pollution. Consumers can scan a QR code to enter for a chance to win an eco-friendly beach giveaway to the 1 Hotel South Beach in Miami or win a collection of beach friendly gear. Corona will maintain heavy levels of TV and media support across key summer holiday weekends and high-profile sporting events such as the NBA playoffs and Gold Cup. Limited-edition summer packaging will also return, driving awareness to the cause.

Corona Celebrates the Flavors of SummerFor the first time ever, Corona will be bringing a summer retail program to life for the Alternative Beverage Alcohol (ABA) portfolio. Flavors of Summer features Corona Hard Seltzer, Corona Refresca and the all-new Corona Hard Seltzer Limonada! Corona is partnering with a leading digital travel partner to embark on a summer of vibrant experiences and getaways. Consumers will have a chance to win a sun-soaked escape and unique gear to complement their summer adventures. Each brand has a robust media campaign that runs all summer long, including custom digital programming as Corona Hard Seltzer establishes equity within the e-sports community.

Mike’s Pawesome SummerMike’s is continuing their long-standing partnership with the ASPCA, the largest humane society in the world, with their Pawesome Summer program. The program allows Mike’s to authentically engage with consumers by tapping into something they really care about. This summer, Mike’s will make a donation in support of the ASPCA and offer consumers the chance to win a pet pool party and other prizes for their furry friends. Consumers can enter-to-win via QR code scan available on themed-POS.

Pacifico PreservesThis summer, Pacifico continues its partnership with the Conservation Alliance to protect outdoor adventure! In 2020, Pacifico helped fund 50+ outdoor organizations and will continue that momentum in 2021. Consumers will have the chance to hit the road in style or win a curated travel gear pack. With each entry, Pacifico will donate to the Conservation Alliance – up to $100,000. Look out for limited-edition promotional packaging, digital and social support and national TV spots.

Programs


Celebrate Summer with SamAll you need is life, liberty and a cooler of Sam Adams to make it a great summer. To celebrate the season, Samuel Adams is investing TV and digital media behind Summer Ale with a new Your Cousin From Boston spot. Summer variety packs and POS – as well as limited-edition red, white and blue POS – will animate retail floors, while a fun, national sweeps gives consumers a chance to win their ultimate Sam Summer. 360-degree support for Summer Ale on-premise will include custom glassware, POS, food pairings and a Sam Summerita cocktail recipe.

Dogfish Head Presents: Mother Nature, Let’s Do This!Mother Nature, Let’s Do This! is a month-long retail program focused on displays featuring Dogfish Head’s Slightly Mighty, Hazy-O!, SeaQuench Ale and 60 Minute IPA, as well as the brewery’s new, non-alcoholic offering, Lemon Quest. To support Mother Nature, Let’s Do This!, Dogfish Head designed a custom suite of outdoor and active lifestyle-centric POS materials, including branded beach towels, beach chairs, long boards and more. Throughout the month of July, Dogfish Head will implement a host of consumer-facing contests and giveaways, through which a couple of lucky winners will receive limited-edition Dogfish Head X Priority Bikes beach cruisers and a trip to the Dogfish INN in Lewes, Delaware. The brewery is also partnering with its longtime pals at The Nature Conservancy to implement a special

rebate program linked to the purchase of Lemon Quest. Through this rebate, drinkers can opt to keep their rebates or donate them back to The Nature Conservancy.

Dogfish Head: The Official Brewery of Record Store DayThis year marks Dogfish Head’s 7th year as the “Official Brewery of Record Store Day.” Throughout the month of June, Dogfish Head will execute its annual Record Store Day retail program with a series of on and off-premise activations. In the off-premise, the program will focus on displays featuring the brewery’s Box That Goes BOOOOM! variety 12-pack, which includes 3 (12 oz.) cans of each of the following off-centered ales: Slightly Mighty, SeaQuench Ale, Hazy-O! and Beer To Drink Music To.

In the on-premise, Dogfish Head’s Record Store Day program will focus on securing month-long product features with specific, event-based activations on June 12th, the first Record Store Day drop date of 2021.

To support both on and off-premise activations, Dogfish Head created a suite of POS materials, including a limited-edition Record Store Day poster and a custom Crosley record player. The brewery also partnered with country music singer, Jimmie Allen, to release a Record Store Day album titled “Hazy-O!,” which will be releasing at participating record stores across the US on June 12th.

Programs


Support Diageo in Its iPads for Soldiers InitiativeThis summer, Diageo Beer Company USA will be donating $50,000 to iPads for Soldiers, an organization that provides iPads to deployed US soldiers and those wounded stateside in military hospitals. Consumers can show support of our troops by taking a selfie next to a Smirnoff Red, White & Berry Display and uploading the pic with a personalized message to Smirnoff’s “JOIN FORCES” microsite. Messages will be collected and sent to soldiers serving in Afghanistan and those wounded heroes in US military hospitals.

Guinness Father’s Day Text-To-Win SweepstakesRaise your glass to dad and the perfect round this summer with Guinness. From May 1st through June 30th, consumers can enter (via text) to win a grand prize including: a round of golf at their favorite local golf course, a $1,500 gift certificate to buy clubs of their choice, a Guinness golf bag and golf balls, a $200 gift card for dinner with dad and a $500 gift card for golf accessories! Secondary prizes include $25-$100 gift cards for golf accessories.

Smirnoff Red, White & Berry Presents Summer of 2,021 DreamsNow through mid-August, 2,021 consumers will win prizes from tricked-out campers to sweet Smirnoff swag! To enter the contest, consumers will be asked to go to Smirnoff.com/2021Dreams and describe how they want to live their best summer, with a statement and/or photo, for a chance to win one of 2,021 dreams. Winners will be selected based on originality, creativity, quality and brand spirit. Consumers can also enter a random-draw sweepstakes to win a Smirnoff Red, White & Berry swag bag or gift card. Summer never had this much flavor!

Programs


Narragansett Refreshingly Different Giveaway’Gansett’s Del’s RI Hard Tea is in full flight, including their new 12-packs, and this summer they are offering consumers a chance to win awesome prizes as part of their “Refreshingly Different” giveaway. Consumers can enter to win on Narragansett’s social media channels or by scanning a QR code on themed-POS and uploading a picture with their RI Hard Tea. Prizes include: Buddy Scooters, Coleman inflatable hot tubs and YETI gear.

Rebel Originals Ranked #1 Best Hard Coffee by VinePairSummer is about to heat up and so is Rebel Hard Coffee! Winners of VinePair’s Hard Coffee review and ranked #1 Best Hard Coffees in the market, Rebel Hard Coffee’s leading flavors, Mocha & Vanilla, can’t be beat! Made with 100% Arabica coffee and natural ingredients with amazing flavor, Rebel is the hard coffee your customers want and need.

Sapporo Celebrates International Sushi DayThe healthy eating index is expected to increase in 2021, representing a potential opportunity for the sushi industry. This year, the market size of this industry in the U.S. is expected to increase 12.2% with revenue estimated to be $22.5bn. Sapporo will build on this dining trend, along with the momentum the brand has created over the past few years, to energize consumers around International Sushi Day on June 18th. Sapporo will provide retail partners with key marketing tools to help strengthen program awareness and embrace the day, while a social sweepstakes will allow consumers to enter-to-win an International Sushi Day kit to help them celebrate the day!

Programs


Harpoon & The Pan-Mass Challenge

Help Harpoon support the largest athletic fundraising event in the country! For 23 years, Harpoon has been the proud beer sponsor of the Pan-Mass Challenge, supporting life-saving cancer research and treatment. From July 1 – August 15, Harpoon is donating a portion of proceeds from every case of Harpoon IPA directly to the PMC. Be the go-to store for PMC riders in your area and help fight cancer by featuring a Harpoon IPA display with custom IPA display pieces, growler donation banks, IPA premiums, and text-to-win POS.

Labatt Backyard Games SweepThe summer is all about enjoying time outside and Labatt wants to help you take your backyard fun to the next level. From now until August 1st, consumers can have the chance to win a prize pack that includes: cornhole cooler, versa pong, tipping point, bucket pong and a floating pong table.

Outdoors at Harpoon, Boston, MA & Harpoon Taproom and Beer Garden, Windsor, VTCome visit and let Harpoon pour you a pint! With warm weather upon us, Harpoon’s breweries are breaking out the outdoor seating. Visiting Boston? Swing by their updated Outdoors at Harpoon for fresh draft beer straight from the source and a new full menu of food items. Passing through the Upper Valley? Swing by Harpoon’s Windsor, VT brewery for lunch, dinner, or a round of beers out in their full-service restaurant, beer garden, or patio. Whether you’re at either of our employee-owned breweries, make sure to grab Harpoon’s iconic pretzels for the true Harpoon experience.

Win a Seagram’s Escapes Backyard MakeoverSeagram’s Escapes is helping consumers upgrade their backyards with a chance to win a backyard makeover! Prizing will consist of a $2,500 gift card to be used towards the purchase of items to upgrade your backyard. Program runs until 9/6/21.

RethinkingRETAILTap and Cooler Door OptimizationNew studies and statistics help determine tap lineups and cooler door layouts that will maximize profits.

With indoor dining resuming and life returning to some semblance of normal, what better time to look at how to best optimize your tap lineups and cooler door placements.

In the on-premise, the tap lineup and menu play a huge role in what consumers decide to drink. A study by The Boston Beer Company revealed that price is the top determining factor for consumers’ beverage choice, but much more surprising is that drink descriptions on the menu are the next most important factor. Luckily, Amoskeag makes it quite easy to keep your descriptions updated – head to Amoskeagbeverages.com for descriptions on all beverage offerings in our portfolio.

But the all-important question is, what beers should you feature to satisfy the largest swath of drinkers? Studies show that an on-premise account in the New England Region can satisfy 97% of drinkers with just 8 taps and 10 can or bottle selections. For a tap lineup those selections should include two domestic beers (Coors Light, Miller Lite), one specialty domestic (Blue Moon), one import (Corona, Guinness) and four craft handles ranging from local options (Great North, Moat Mountain, Woodstock Inn Brewery, Great Rhythm, Liars Bench) to national brands (Sam Adams, Harpoon, Sierra Nevada).

Suggested can and bottle quantities and categories are: three domestics, three imports, two national crafts, one cider and one seltzer. Not only does this selection satisfy 97% of drinkers, but also drives 4.2 drinks per drinker and $404 in profit in the first 100 servings.

But what about the off-premise and grocery accounts, where customer base, number of cooler doors and overall space can vary widely? Amoskeag’s VP of National Accounts, Jim Williams, says that accounts should, “Recognize two strategies to maximize cooler door optimization: product flow and category captains.”

Each cooler door should have a flow that makes it convenient for a consumer to shop. Depending on how many doors an account has, they should be broken into easily recognizable categories. One example of a flow would be a single serve door, followed by FMBs (leading with seltzers), ciders, crafts, imports, premium/domestic and economy.

But how can consumers easily recognize each cooler door’s category? By the door’s category captain, a high velocity product that indicates what type of products that door will hold. For example,

The keyword when it comes to optimizing cooler doors? Flow. Each door should be broken into clear, recognizable categories to make it more convenient for consumers to shop.

Category captain (a high velocity, easily recognizable product such as Corona Extra) placed front and center in a cooler door can help indicate to the consumer what products they’ll be able to shop in that particular door.

New studies show that on-premise accounts can satisfy 97% of drinkers with just 8 taps and 10 bottle or can selections.

if a consumer is entering a store looking for Corona 12-packs, the last thing you want is for them to be looking high and low for their desired product. Having that Corona 12-pack as a category captain, placed front and center in your import door, helps consumers shop.

Of course, no one knows your customers like you. But by using these optimization strategies in tandem with your own knowledge of your customer base, you can mix and match what domestic taps would work best, or which category captains will be most effective – thus maximizing your profits and keeping your customers coming back for more!


510 Hall StreetBow, NH 03304-3105

Coors Seltzer Is Talking Sports with BarstoolFor those unfamiliar, Barstool Sports is a sprawling digital platform for all things sports, garnering more than 25 million impressions in Q4. Pardon My Take is a comedic sports podcast released three times a week by Barstool. Starting this summer, Coors Seltzer will be partnering with the team to create custom pre-roll ads, sponsored videos, sponsored podcasts, influencer events and tons of content that’ll drive shoppers into stores looking for Coors Seltzer for chances to win custom prizes. The partnership will keep Coors Seltzer topical and top-of-mind for every fan of any sport Barstool Sports covers, which is all of them.

Keystone Light Is Ready to Race with Team PenskeKeystone Light is about to get off the line in a hurry this NASCAR season. The brand is partnering with the #2 car and Brad Keselowski of Team Penske, taking over the car as the primary sponsor and offering one-of-a-kind, co-branded NASCAR swag to fans. Keselowski will help cut through the clutter in-store through national POS and OOH, establishing Keystone Light as a bona fide partner and fellow fan. This is vital to Keystone’s success, as more than 25% of Keystone drinkers already love NASCAR. Winning never looked to smooth.

For local NASCAR action, race fans can check out the Foxwoods Resort Casino 301 on July 18th at New Hampshire Motor Speedway. Will defending race winner Brad Keselowski land in victory lane again at the “The Magic Mile”?

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