holiday 2019 | v...actual “made to chill” comments posted by consumers “you can’t script...

Delivering Excellence Seasonals Account Spotlights New Products ProgramsK E N G R O S S M A N O F S I E R R A N E V A D A | H O L I D A Y S E L E C T I O N S | L E T T E R T O T H E T R A D E

Holiday 2019 | V.30

TODAY, MORE AND MORE consumers are using the internet to search for the products or

services they need. Making a great first impression is critical. Although Amoskeag had a top-notch website, we thought it was time for a professional redesign.

Rebranding our message and redoing our website lets us offer a wealth of information, making it an effective way to let our customers, suppliers and employees know about the arrival of new products, upcoming events

and special promotions. In addition, the user-friendly site includes Amoskeag’s history and current happenings at the distributorship, a sales representative directory with corresponding phone numbers, employment opportunities and links to our social media outlets, as well as past and current issues of Heady Times. You’ll also find descriptions for all of our beers, separated by category and searchable by type of beverage, brand or supplier, making each product easy to find.

“Our new website is available to both our current and potential customers, twenty-four hours a day, seven days a week. It allows people to browse our products and services when it’s convenient for them. With today’s busy lifestyles, this is a very useful tool,” says VP of Business Development, Kaleigh Bullock.

As we continually strive to offer the best customer service possible, we have also included an inquiry section on the site. This outlet gives our customers a way to provide honest feedback about their experiences with us, voice concerns or ask questions and receive a timely response from an Amoskeag representative.

Take a moment and check out the site: www.amoskeagbeverages.com. We hope you find it informative and helpful.

In closing, we want to thank our incredible customers and suppliers; you make our business possible. As we move closer to 2020, we will continue our goal of maintaining the highest standards of excellence in the beer distributing industry.

Happy Holidays from all of us at Amoskeag Beverages!

In This ISSUE

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

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

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

George Calef Fine Foods ......5

Ziggy’s Pizza ......................6

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

Seasonal Selections .............9

Available Year-Round Perfect for the Season ....... 13

Programs ......................... 13

Letter toTHE TRADE

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

Tom Bullock Ed Murphy Chairman of the Board President

www.amoskeagbeverages.com HeadyTimes v.30 1

Amoskeag People Get The Job DoneDeliveringTHE TASTE OF EXCELLENCE

Brad ToddRed Bull Sales Representative

How long have you been at Amoskeag? 5 years.

What do you think makes a good Red Bull Sales Rep? Being able to work well with all different personalities. You also need to know your product and be able to communicate that to the accounts.

What did you do before becoming a Red Bull Sales Rep? I was a driver here at Amoskeag.

What do you like to do in your free time? I love to get out and ride my Harley.

If you could be anywhere on a dream vacation, where would you be and what would you be drinking? I’d be somewhere in Italy with a cold Coors Light in my hand.

I can’t live without ? Red Bull Sugarfree.

Mike DohertyPOS Specialist

How long have you been with Amoskeag Beverages? Almost 2 years. First starting as a merchandiser and now as the POS Specialist.

What do you think makes a good POS Specialist? I’m new in this position, but I know being organized is key. Also, you need to be able to multi-task and prioritize your work.

I can’t live without ? Good food, like Chicken Kiev.

What do you like to do when you’re not working? I’ve been having fun coaching my twin 4½ year old daughters in soccer. Since moving to New Hampshire, I really love spending time outside, whether it’s hiking, camping or skiing.

If you could be anywhere on a dream vacation, where would you be and what beer would you be enjoying? I’d love to go back and visit Mal Pais, Costa Rica. The beaches are just incredible, which is funny, since Mal Pais translated means, “Bad Country.” I think I’d have a cold Modelo Negra, which would hit the spot.

Do you have any holiday traditions? Spending quality time with my 3 year old son and my family.

What was your first concert? Rush, and I’m pretty sure it was the Presto tour.

Do you have any holiday traditions? We take our twin daughters to see the Nutcracker every year. Then on Christmas Day, we try to get out and do some skiing at Mt. Sunapee, it’s pretty quiet on the mountain, no lift lines.

W E’VE SEEN AN 88% POSITIVE SENTIMENT ON SOCIAL mentions,” exclaimed MillerCoors CMO, Michelle St. Jacques. “80% of the comments posted about the campaign have been

from young people tagging someone else saying things like, ‘That’s me’ or ‘That’s us’. It shows that Coors Light is connecting with consumers on a meaningful, relatable level and I couldn’t be more excited.”

St. Jacques is MillerCoors’ new Chief Marketing Officer and the first woman to ever hold the position. She was recruited almost a year ago from Kraft Heinz, where she revived the company’s mac & cheese – you know, the one in the blue box – with an ad campaign that went viral. In an environment where consumers are bombarded with ads from every angle, St. Jacques discovers ways to cut through the clutter. “I’m a naturally curious person,” she explained to Heady Times. “I search for real consumer truths, what stresses them out or what

makes them happy. My team and I found that people are exhausted living in a world that never lets them disconnect, and just simply chill. Our new creative brings this reality to life in unexpected ways and shows how Coors Light plays a part in enjoying life.”

The new campaign, Made to Chill, repositions Coors Light as the “ideal antidote to an always-on world.” The campaign portrays millennials actively seeking ways to take a mental break from lives spent, “always being on and connected, which can be all-consuming and overwhelming,” says Ryan Reis, vice president of the Coors family of brands. “We’re trying to give them a moment to chill.”

The ads, currently airing on streaming services and channels like ESPN, feature everyday occasions where young people reach for a cold Coors Light when they need a time-out from their day to chill. One spot that went viral earlier this month features a young professional woman returning to her apartment after a long day at work, cracking open a Coors Light. While relaxing on her couch she effortlessly removes her bra (through her shirt sleeve) and tosses it aside.

More ads featuring moments to chill are on the way, as is a revamped social media presence in which MillerCoors is investing more money than ever before. “We’ve learned that we’ve got to go even further to connect with [21 to 34-year-old] consumers,” says Reis. “Drinkers turn away from what they view as typical, big, loud beer ads. With chill, we went quiet and small. And because younger, legal-age drinkers see themselves in these ads, they have a reason to reach for a Coors Light.”

While the campaign is only just getting started, the results thus far have been tremendous. Essays published for food blog, The Takeout, argue that Coors Light’s new Bra ad represents a much-needed shift in the portrayal of women in beer advertising. “More women have been

CoverSTORYCoors Light’s Viral “Made to Chill” Campaign is Moving the NeedleNew CMO’s Insightful Ads Speak Directly to Millennials

Michelle St. Jacques

“

HeadyTimes v.30 www.amoskeagbeverages.com2

Actual “Made to Chill” Comments Posted by Consumers “You can’t script this stuff.”

— Michelle St. Jacques

The Official Beer of Being Done Wearing a Bra

CoverSTORY

talking about Coors Light on social media than ever before,” says St. Jacques. “I couldn’t be happier with the spontaneous engagement. You can’t script this stuff.” [See side bar for actual comments.] “Consumers are telling us, ‘hey, you get me’. Coors Light is a brand that lets people be themselves.”

For years Coors Light has owned “cold”, positioning the brand as “the world’s most refreshing beer.” While this resonated with mature consumers, studies showed that millennials were indifferent to the message. “Indifference is a death knell for any product,” St. Jacques said. “Cold has been central to Coors Light’s story, but by shifting the message to chill, more people see themselves reaching for this iconic beer when the moment is right.”

With an edgier narrative and a broader consumer appeal, Made to Chill positions Coors Light as an adult beverage, perfect for many occasions. “The goal here is to be the go-to consumable that people choose whenever they’re opting to turn off, whether they already identify themselves as a beer drinker or not. Coors Light is not just a light lager,” said Reis. “It’s the beverage we hope drinkers seek out when they’re looking for a perfect moment of chill. And if we can convince them of that, we are going to get a heck of a lot more young people drinking Coors Light.”

St. Jacques’s smart, authentic marketing approach for Coors Light is a new beginning for the brand. “It’s about taking smart risks,” she said. “Trying new things in the marketplace – throwing gasoline on what is working and stopping the things that aren’t working.”

The Official Beer of Drinking in the Shower

The Official Beer of Golfing Just to Drink Beer


BrewerHIGHLIGHTKen Grossman of Sierra Nevada Celebrates 40 Years in Beer

ALWAYS INNOVATIVE AND FORWARD-THINKING, SIERRA NEVADA founder Ken Grossman has big plans for his brewery’s 40th anniversary. But don’t expect a sentimental stroll down memory

lane. The brewing system Grossman built from scratch, used to create his iconic Sierra Nevada Pale Ale, is going to hit the road. It will be crisscrossing the country so folks can actually brew something completely new. And speaking of new, Grossman is stoked about his deal with performance brewery Sufferfest, the only acquisition ever made by Sierra Nevada.

Grossman made time to chat with Heady Times from his Chico, CA brewery. He gave us the scoop on what’s ahead for Sierra’s year-long celebration and beyond.

1. The 40th anniversary kicks off in the new year. “Forty years is quite the milestone. There’s a lot to celebrate,” says Grossman. “Our year-to-date sales are up over 3% and we’ve been designated a Certified B Corporation, which I’m very proud of.” [Editor’s Note: this designation is awarded to for-profit companies that meet higher standards of product quality, treatment of its workers and support of the community and environment.]

2. Sierra Nevada has brewed a special 40 Hoppy Anniversary Ale. “In the new year, we are releasing a beer to honor the occasion. It will showcase the bold flavors and aromas of a classic West Coast IPA: intense pine and citrus, with a deep gold color and slight caramel sweetness.”

3. And speaking of celebrations… you can start the party way before January with Sierra Nevada Celebration. “I first made this in 1981, so it’s been around almost as long as Pale Ale. It’s an early example of the American IPA style. And it’s one of just a few hop-forward holiday beers.”

4. Ken is taking the party on the road. “We brought back my old brewhouse from Mad River Brewing Company and completely restored it. I think it’s pretty cool that people can stop by and help brew a batch of beer in the original brewhouse.”

5. Pale Ale was named one of the “Best Beers in America” by the American Homebrewers Association. “This means a lot to me, more than I can put into words. The recipe hasn’t changed since 1980. It tastes like a fresh English bitter, but it’s hop-forward, the way we like it in the US. We feel it belongs in everyone’s refrigerator, from entry-level craft drinkers, all the way up to the experts.” Look for new “retro” labels in April 2020.

6. Hazy Little Thing is #1. Launched two years ago, this hazy IPA has become the brewery’s #1 on-premise brand. Craft Business Daily says Hazy Little Thing is three times bigger than the next biggest hazy. “It’s been a bigger success than we ever anticipated,” says Grossman.

7. Teaming up with Sufferfest Brewery. “It’s our first acquisition. I met [founder] Caitlin Landesberg at a conference and we really hit it off. She’s so passionate about functional beers, which she first brewed for athletes. They are gluten-free and made with anti-inflammatory ingredients. And they taste great.”

8. The Sufferfest Amoskeag lineup includes Repeat, a 95-calorie, 5-carb Kolsch-style beer brewed with bee pollen; and Sufferfest Mix Pack, which includes: Repeat, Head Start, a stout brewed with coconut & coffee and FKT, a pale ale made with black currant.

9. Resilience Butte County Proud IPA & the Camp Fire Relief Fund. “Almost 15,000 homes were destroyed in California by wildfires last November. Our Chico brewery was spared, but 50 of our employees lost their homes. The devastation was horrific. We created Resilience and asked brewers to make it and sell it with the understanding that they would make ZERO margin… all the profits had to go to the relief fund. Suppliers donated ingredients, and 1,400 brewers, some in Japan and New Zealand, participated. I was amazed and so proud to be part of the brewing community.”

10. Grossman on what it takes to run a successful brewery. “It takes grit and the will to survive. I am in awe of people like Ernest Shackleton, who led the first successful expedition to the South Pole. Before anyone decides to open a brewery, they should read Endurance: Shackleton’s Incredible Voyage.”

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George Calef Fine Foods

GEORGE CALEF FINE FOODS IS A LOCALLY OWNED AND OPERATED specialty meat market and grocery store that strives to provide quality meats, cheeses, deli items, produce and other groceries at

the best possible prices. But did you know they also have an incredible craft beer selection? Heady Times caught up with Rayce Calef, who with the help of his parents, runs this successful establishment.

Heady Times (HT): How did you end up in the grocery store business?

Rayce Calef (RC): Well, I guess you can say it’s in my DNA. I’m the sixth generation to work in this business, it’s quite a lineage. It all began when my great-great-great grandmother founded the iconic, Calef’s Country Store in 1869. My family has since sold the landmark store, but my grandfather went on to open George Calef Fine Foods in 1978. Twenty-eight years later, my parents, George and Becky took it over. I started working here when I was 12 years old and continued through college. Now my parents and I run the store.

HT: The store looks great. What have you done to make it so shoppable?

RC: We remodeled the store a few times over the years. We wanted George Calef Fine Foods to be clean, bright and inviting, so our customers would feel comfortable to shop around. We revamped our beer coolers, with signage above, letting customers know where a beer is made and where to find it in the coolers. We strive to provide excellent customer service and our dedicated staff is always willing to answer any questions and help our customers in any way they can.

HT: What can you tell us about your beer selection?

RC: 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. My goal is to offer customers as many local brews and limited releases as possible. Regionally produced beers give me the opportunity to support local businesses, their employees and the community. We love to support the little guy. Folks really enjoy NH-made beer from Woodstock Inn Brewery, Great North Aleworks and Moat Mountain Brewing. As far as the booming seltzer category, PRESS just flies off the shelf – it’s crazy. Right before Thanksgiving and Christmas, we offer beer tastings, which are a great opportunity for our customers to try something new.

HT: What would you like our readers to know about your store?

RC: We belong to Associated Grocers of New England, and with their buying power, it enables us to keep our prices very competitive. Here at George Calef Fine Foods we offer a full-service deli, so it’s a great place to swing by at lunchtime to pick up a sandwich. People come from all over to buy our high-quality cuts of meat, which can be cut to order. This is especially popular during the holiday season, when everyone is throwing parties. We have all the staples of a small grocery store, as well as wine and beer – basically everything people need for their holiday celebrations.

Off-PremiseSPOTLIGHT

Rayce Calef

Georgecalefs.com • 495 Calef Hwy., Route 125, Barrington • 603-664-2471

Ziggy’s Pizza

WHETHER YOU’RE LOOKING FOR THE PERFECT SLICE OF NEW York-style pizza, the best wings in town or a cold draft beer, your search ends at Ziggy’s Pizza in West Lebanon. Catering, delivery,

dine-in, takeout, lunch, dinner, online ordering… Ziggy’s has it all. Heady Times met up with General Manager Brian Medynski to find out more about this popular Upper Valley restaurant.

Heady Times (HT): How long has Ziggy’s been around?

Brian Medynski (BM): This location, in West Lebanon, was opened eight years ago. Business has steadily grown, so over the years, we’ve expanded. Ziggy’s is unique in that it is made up of two distinct spaces. The u-shaped bar area fosters lively community chit-chat, pool tables, loads of big screen TVs and an extensive dining area, while the adjacent, family-friendly area boasts an arcade and offers pizza by the slice and takeout options. Our 2nd Ziggy’s location opened last April in Sunapee. It’s in a brand new building and has been very well received.

HT: Tell us about your menu.

BM: We specialize in New York-style, hand-tossed pizza. On any given day, we offer 24 different varieties by the slice. Our Buffalo Chicken and Carnivore specialty pizzas are big sellers. Two slices and a drink for $8-9, you can’t go wrong. Our steamed wings also have a dedicated fan base, always juicy, never dry – people love them. We are excited to introduce a new short rib burger, made with 100% Angus beef served on a brioche roll, this fall. So whether it’s pizza, calzones, pasta, burgers, wings, salads or any menu item, our goal is to provide the most delicious, freshest meal possible.

HT: What about your beer selection?

BM: With 32 draft lines, we offer a large variety of rotating crafts, domestics, imports and seasonals, so our patrons have plenty of choices. With the holidays right around the corner, there will be a larger interest in heavier, darker brews. Plus, many cold-weather beers like Sam Adams Winter Lager, which is made with traditional holiday spices like cinnamon and ginger, get folks into the holiday spirit. For those who don’t love beer, we also have an extensive wine list. Much of the vino we offer is not available in the NH State Liquor Stores, and our patrons really enjoy tasting these hard-to-find wines. Although we don’t have a full liquor license, our talented bartenders create the most delicious and refreshing cocktails made with Truly Hard Seltzer.

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On-PremiseSPOTLIGHT

General Manager Brian Medynski

Ziggys.pizza • 254 Plainfield Road, West Lebanon • 603-790-8277

HT: What would our readers be surprised to find out about Ziggy’s?

BM: Most people don’t know that the restaurant is named after a cow. The owners have two pet cows named Ziggy and Bella. We even offer a mac n cheese dish, named after Bella, on the menu.

HT: What else should people know about Ziggy’s?

BM: We are focused on providing top notch, personal service with one goal in mind – to create a warm, comfortable atmosphere for friends and family alike, serving up our phenomenal New York-style pizza and an out-of-this-world beer selection. Stop by or call us for reservations.


NewPRODUCTSMaine Craft Distilling

Luke Davidson, Founder and CEO of Maine Craft Distilling, grew up on a farm in mid-coast Maine, and has always had a huge interest and respect for Maine and its agricultural bounty. He began by malting grains,

as an attempt to sell them to brewers. With an excess of malted grain, he

decided to test his luck and make whiskey. Before the days of Maine Craft Distilling he spent a lot of time in his barn, with a homemade still and an eye to Scotland, a country roughly similar to Maine in size, landscape and climate. Luke thought it was time that Maine had a whiskey created with its natural resources. With a heavy focus on terroir and Maine ingredients, his mission to create the best whiskey began. Luke began to expand his company’s focus to bring the unique spirits of Maine Craft Distilling to a greater market in a portable can! You can now enjoy a quality Sparkling Craft Cocktail where ever you like.

Maine Craft Blueshine LemonadeWith Maine Craft Distilling’s Sparkling Craft Cocktails, every can contains the land and pride of Maine. Featuring Maine Craft spirits and brewed and canned right in their Portland distillery, their 4-pack cans are the perfect way to “Bring the Bar with You”.

Blueshine Lemonade features Blueshine, Wild Maine Blueberry Liquor and their home-made lemonade. Best, poured over ice. ABV: 7% Package: 12 oz. cans only Availability: Now, year-round

Maine Craft Maine MuleMaine Craft Distilling’s Sparkling Craft Cocktail, Maine Mule features Ration Expedition Style Rum and Maine Crafts Distilling’s home-made ginger beer. Best, poured over ice. ABV: 7% Package: 12 oz. cans only Availability: Now, year-round

Twelve 5 Beverage Co. Brown Bomber Hard Lattes

These flavorful, hard coffeehouse beverages are craft brewed, 100% natural and dangerously delicious – ideal for a morning kick, an afternoon push or an after-dinner treat.

Brown Bomber Hard Mocha LatteBrown Bomber Hard Mocha Latte has wonderfully stimulating aromas of coffee and cocoa, with a rich, creamy taste and chocolatey finish. This delicious blend of flavors is derived from 100%

Arabica coffee beans, real cream and cocoa. ABV: 5% Packages: 12 oz. slim cans and 13.7 oz. bottles Availability: Now, year-round

Brown Bomber Hard Vanilla LatteBrown Bomber Hard Vanilla Latte has scrumptious aromas of coffee and sweet vanilla, with a rich, creamy taste and velvety

finish. This delicious blend of flavors is derived from 100% Arabica coffee beans, real cream and vanilla. ABV: 5% Packages: 12 oz. slim cans and 13.7 oz. bottles Availability: Now, year-round

Coors Edge (non-alcoholic) Coors is taking the non-alcoholic beer category head-on with a new liquid, a new design and a new name – Coors Edge. The reformulated brew brings the real beer taste and refreshment Coors is known for to the health and wellness segment. The refreshed product has tested as a favorite that consumers are likely to purchase over competitors’ NA beers, and new packaging gives drinkers a modern bottle they can feel proud holding. ABV: <0.5% Package: 12 oz. cans only Availability: Year-round, beginning in late October

Hemptails Hemp’dHemptails are the first hemp-infused malt beverages with no psychoactive ingredients. Hemptails Hemp’d has a bold hemp aroma and a mellow herbal flavor and joins Citrus Gold and Passionfruit in the Hemptails lineup. ABV: 8% Package: 23.5 oz. cans only Availability: Now, year-round

SingleCut Softly Spoken Magic Spells Imperial IPAFar away, across the field there is a golden Imperial IPA with a tropical, bright citrus, mild pine and smooth, soft, lightly, sweet malt that will take you home again. ABV: 8.6% Packages: 16 oz. cans and draught Availability: Now, year-round


NewPRODUCTSBent Water Brewing Co.

Introducing Bent Water Brewing Co., located in the steel heart of Lynn, Massachusetts. Around there, they do craft beer good and gritty. Because there’s no reason sophistication can’t have

a little rust around the edges. Bent Water Brewing believes that passion

can turn industry into art. This isn’t just beer; there’s beauty in their bubbles, just as much as there’s elbow grease in their ethics. When Bent Water pours you a cold one, they’re pouring everything they’ve got into it. They work hard, so people can take it easy. And most importantly, everyone’s welcome to what they’ve got stocked in the fridge. Bent Water. Love the Water.

Bent Water Sluice Juice New England IPAWith aromatics of orange, tangerine and lime peel, Sluice Juice is Bent Water Brewing’s juicy, hazy and smooth New England IPA. ABV: 6.2% Packages: 16 oz. cans and draught Availability: Now, year-round

Bent Water Thunder Funk India Pale Ale

Brewed with four hop varieties and three different malts, Thunder Funk pours a hazy orange color with a thick head. The nose offers mango, citrus, pine and a touch of honey. Juicy hops supported by a soft malt backbone deliver mango, passionfruit, slight biscuit and lingering citrus bitterness. ABV: 7.2% Packages: 12 oz. cans and draught Availability: Now, year-round

Bent Water Suborbital New England Pale Ale Bright, Light, and Beautiful. Suborbital New England Pale Ale is a nebula of tangerine and tropical fruit flavors that will welcome you to another world, while keeping you grounded on this one. ABV: 4.7% Packages: 12 oz. cans and draught Availability: Now, year-round

Magic Hat Easy Miles Hazy Pale Ale

Exploring one’s limits is a thirst-inducing endeavor. It’s a non-stop, where will the next foot drop kind of op, and savoring the flavors of life is your reward. For those who never stop and barely slow down, sometimes a few Easy Miles is all you need to put a little spring in your step. Easy Miles is a silky smooth hazy pale ale with long, winding notes of lemon, orange

and mango. Dry hopped with Mosaic, Lemondrop & Huell Melon hops. ABV: 5.2% Packages: 12 oz. cans and draught Availability: Now, year-round

Area Two Experimental BrewingArea Two Experimental Brewing is

the new sour and barrel-aging facility from Two Roads Brewing Company. Located on the Two Roads campus in Stratford, CT, Area Two is dedicated to innovation and experimentation.

Spontaneous wild ales from their coolship, a diverse selection of

barrel-aged beers and other unique offerings from Area Two will push the boundaries of beer and fermented beverages.

Area Two Synopsis Dark Sour CherrySynopsis Dark Sour Cherry is a unique sour ale that is aged on wood and abundantly fruited with real Morello cherries for a complex, refreshingly tart beer. A mixed-fermentation process delivers subtle

funk notes while the dark sour cherries enhance the juicy tartness with a subtle tannic flavor. ABV: 6.4% Packages: 16 oz. cans and draught Availability: Now, year-round

Area Two Synopsis Black CurrantThis sour ale from Area Two Experimental Brewing is made with black currants, which adds earthy tones of dark berry. ABV: 6.4% Packages: 16 oz. cans and draught Availability: Now, year-round

SeasonalSELECTIONS


Allagash Map 40Map 40 is a Belgian-style stout blended with cold-brewed coffee. The coffee, Map 40 Mokha Java, is roasted by Portland-based Speckled Ax. In the beer’s flavor, light nuttiness accompanies hints of chocolate and raisin, while a resounding coffee note weaves its way throughout. ABV: 7.5% Packages: 16 oz. cans and draught Availability: November

Shiner Holiday CheerHoliday traditions come in all shapes and sizes. Shiner’s comes in freshly wrapped bottles. This

old-world dunkelweizen is brewed with Texas peaches

and roasted pecans – perfect for cracking open in front of

a crackling fire. ABV: 5.4% Packages: 12 oz. bottles and

draught Availability: November

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.

Blue Moon Iced Coffee BlondeGive a cheerful welcome to the first nationally available blonde coffee-flavored beer – Blue Moon Iced Coffee Blonde. This blonde-colored wheat ale boasts a bright coffee aroma and mild malt sweetness for a balanced taste and clean finish. The unique brew has been a top performer at Blue Moon’s RiNo brewery in Colorado, particularly in the winter months. ABV: 5.4% Package: 12 oz. bottles only Availability: November

Leinenkugel’s Cranberry Ginger ShandyStart a new holiday tradition with Leinenkugel’s Cranberry Ginger Shandy – a traditional wheat beer with natural cranberry flavor and a hint of ginger that’s as

refreshing as a toboggan ride on fresh winter snow. Its hazy, golden apricot color shows off pink highlights, while the aroma of cranberries lets subtle yet noticeable wisps of spicy ginger, lemon zest and bread crusts peek through. Cranberries provide both sweet and tart characteristics, which balance nicely

with the earthy malts and pair beautifully with honey-glazed ham,

brie cheese or a green salad with tart vinaigrette dressing. ABV: 4.2% Packages: 12 oz.

cans, 16 oz. cans, 12 oz. bottles and draught Availability: November

Miller High Life Champagne Bottles

Miller High Life already delivers an unpretentious, quality beer at an affordable price, and this holiday season, it’s bringing festivity back to its roots. Back by popular demand, the Champagne of Beers’ limited-edition 750 mL champagne bottles are every High Life drinker’s

favorite new annual tradition. As shoppers look for something special to bring to their holiday gatherings, festive displays featuring floor-ready champagne cartons will showcase the unique bottle and increase basket ring by inspiring them to add some celebration to their carts. Availability: November

Miller Lite Holiday Aluminum PintNothing fills the holidays with more cheer than the great-tasting, less filling original light beer – and

this season, Miller Lite will bring more to festivities than ever before with holiday-themed aluminum pints. Each limited-edition bottle is dressed up in Instagram-ready ugly holiday sweater graphics and even features a snapcode, giving drinkers the chance to win their own matching Miller Lite knitwear. Availability: November

SeasonalSELECTIONS


Samuel Adams White Christmas This spiced white ale is perfect for the season. White Christmas’ citrus orange flavors balance spicy cinnamon and earthy nutmeg, with a crisp wheat character, for a flavorful and refreshing ale. ABV: 5.8% Package: 12 oz. bottles only Availability: Now!

Samuel Adams Winter LagerWinter Lager is the taste of the holiday season in a glass. Its rich malt notes and accents of spicy and warm cinnamon, cool ginger and citrus orange peel are just the right companion for decking the halls, your holiday table, your refrigerator, your hand… No matter what or how you celebrate, do it with a Sam. ABV: 5.6% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Now!

Dogfish Head 75 Minute IPAThe original 75 Minute IPA was a blend of two

beloved beers – a precise 50-50 blend of 60 Minute IPA and 90 Minute IPA – and later, it evolved into a special, cask-conditioned ale. This year’s release began as a classic IPA brewed with maple syrup from Dogfish founder and CEO Sam Calagione’s family farm. It was continually hopped for 75 minutes during the boil and then dry hopped with a slew of Cascade hops! Golden amber in color, this beer exudes aromas of piney and citrusy hops, and it’s malty and pleasantly sweet flavor is full

of light citrus notes. The steampunk-inspired artwork for this year’s release was created by Dan Stiles, DFH’s 2020 Off-Centered Art Series artist. Based in Portland, Oregon, Stiles is inspired by skateboard graphics, album covers and vintage packaging. ABV: 7.5% Packages: 12 oz. bottles and draught Availability: November

Dogfish Head IPAs for the Holidays Four varieties of IPA goodness in one holiday-themed 12-pack, Dogfish Head IPAs for the Holidays features: 60 Minute IPA, a continually hopped East Coast IPA brewed with a slew of great

Northwest hops; 90 Minute IPA, a continually hopped Imperial IPA

whose powerful malt backbone stands up to the extreme hopping rate; Sixty One, 60

Minute IPA with Syrah grape must added for an IPA with equal parts fruity complexity and pungent hoppiness and All Things Yet IPA, brewed with a blend of botanicals – juniper, coriander, lemon peel and green cardamom – and

hopped with Centennial and Simcoe hops. Availability: Limited quantities in November

Two Roads Holiday Ale Biere de NoelHoliday Ale is a Biere de Noel, an offshoot of the Biere de Garde style. Traditionally, this style of ale was made by just a handful of small farmhouse breweries in France during the few weeks leading up to Christmas. It has a deep malt flavor with notes of treacle, toasted malt and caramel. The malt character is accented by a mild herbal presence of French Strisselspalt and Aramis

hops. ABV: 7.3% Package: 12 oz. cans only Availability: November

Two Roads Clementine GoseThis beer is a classic gose with a modern twist! Two Roads sources and blends fresh Moroccan Clementines (Citrus clementine)

from a local craft juicery. The result is a tart, juicy ale with a hint of salt and distinctive tang of refreshing clementine. ABV: 4.8% Packages: 16 oz. cans and draught Availability: November

Two Roads Two Die For Raspberry Chocolate StoutThis super decadent stout is brewed with a healthy dose of chocolate and real raspberry that together

create a luscious brew that just might remind you of something

you’d find in your favorite box of chocolates. The taste is to die for – but what a way to go! ABV: 7% Packages: 12 oz.

cans and draught Availability: December

SeasonalSELECTIONS


Woodstock Inn Brewery Wassail AleWassail Ale will make a return for the Holiday Season. It is an English ale with a strong malt back bone and hop assertiveness. This beer is amber in color and is prefect for the holidays. ABV: 8% Package: 12 oz. cans only Availability: November

Woodstock Inn Brewery Frosty GogglesFrosty Goggles will be available when the lifts spin. This hoppy red-pale ale has a malty smooth taste and is dry hopped so it has a citrusy nose that is perfect for drinkability. ABV: 5% Packages: 12 oz. cans and draught Availability: November

Stony Creek Winter Weight Chocolate Raspberry Porter

This is a chocolate raspberry porter that tastes like a rich chocolate cake with raspberry filling. Winter Weight is a super smooth and rich porter. Bright raspberries contrast the dark chocolate backbone of this beer. The unbelievably smooth chocolatey body makes you feel you can have your cake

and drink it too! ABV: 5.9% Package: 12 oz. cans only Availability: November

Harpoon ’Tis the Seasonal Mix PackIt’s cold outside. Just the time to gather with friends

and family to tell old stories and make new ones. Harpoon cobbled together this perfect mix pack just for these occasions. Included in this seasonal variety (available in bottles and cans) are: Harpoon IPA, American IPA, Juicer and Winter Warmer. There’s a beer here to share with every elf in your

workshop! Packages: 12 oz. bottles and 12 oz. cans Availability: Now!

Harpoon Winter Warmer A touch of cinnamon and nutmeg give this full-bodied ale its festive flavor. Fitting for a season steeped in tradition, this classic winter ale is ready for revelry. ABV: 5.9% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Now!

UFO Winter Blonde Whether skiing the snowy trails or enjoying a jovial game night, there’s nothing like capping off winter adventures with UFO Winter Blonde, a delightfully refreshing unfiltered wheat beer with a touch of vanilla sweetness and a subtle coffee aroma. ABV: 4.9% Packages: 12 oz. cans and draught Availability: Now!

UFO Jingle All The Way Holiday party goers rejoice! This is the perfect mix of beers for even the pickiest in your friend circle. Included in this seasonal 2/12 can mix are: UFO White, Pineapple, Raspberry and Winter Blonde. Availability: Now!

Clown Shoes Snow on the Maple Tree Imperial Stout December barrel-aged tradition continues with this American Imperial Stout aged in maple bourbon barrels. Snow on the Maple Tree features a strong body of maple sweetness that smoothly complements full, dark malt flavors for a treat fit for year’s end celebration. ABV: 11.25% Packages: 22 oz. bottles and draught Availability: December

Switchback Dooley’s Belated PorterSwitchback’s Dooley’s Belated Porter features a blend of roasted and caramelized malts giving it a luscious malt signature that has an earthiness derived from the non-traditional use of flaked barley in the grain bill. The bold use of only Simcoe hops for both bittering and aroma, highlights this hop varietal and balances the malt to create a robust, yet smooth finishing porter. ABV: 5.7% Packages: 12, 22 oz. bottles and draught Availability: Now!


SeasonalSELECTIONSSmuttlabs Battle Grounds Coffee PorterBattle Grounds Coffee Porter is a full-bodied porter with big chocolate, red fruit and ripe plum notes from the coffee and malt bill. Smooth medium bitterness with a sweet lingering malt finish. ABV: 6% Packages: 16 oz. cans and draught Availability: November

Smuttynose Cranberry Ginger Fizz SourCranberry Ginger Fizz Sour is a strikingly sour wheat beer with flavors that uniquely buzz on the tip of your tongue. Expect a pop of cranberry bursting up front and a taste-bud-tingling kick of ginger at the end for a beautiful balance of sweet and tart and just the right amount of fizz. ABV: 4.8% Packages: 16 oz. cans and draught Availability: November

Smuttynose Whole Lotta Love Idaho 7

Welcome to the Whole Lotta Single Hop Tour, a bold DOUBLE IPA series amplifying the complexities of a singular hop variety with each new release. Be sure to experience these extraordinary hop showcases while you have the chance... because just like your favorite band coming to town, when they’re gone, they’re gone. Whole Lotta Love Idaho

7 features the juicy tropical fruit and citrus flavors with big notes of resiny pine and hints of black tea from the Idaho 7 hops. ABV: 7.8% Packages: 16 oz. cans and draught Availability: November

The Red Bull Winter EditionThe Red Bull Winter Edition combines the wings of Red Bull Energy Drink with the taste of juicy plum. ABV: NA Packages: 8 oz. and 12 oz. cans Availability: November

Sierra Nevada Celebration The start of the Celebration season is

a festive event. Sierra can’t start brewing until the first fresh hops have arrived, but once they have, the season is officially under way! First brewed in 1981, Celebration IPA is one of the earliest examples of

an American-style IPA and one of the few hop-forward holiday beers. Famous for its intense

citrus and pine aromas, Celebration is bold and intense, featuring Cascade, Centennial and Chinook hops. ABV: 6.8% Packages: 12 oz. bottles and draught Availability: November

Sierra Nevada Bigfoot Bigfoot is a beast of a beer, brimming with bold flavors of bittersweet malt and heaps of aggressive, whole-cone Pacific Northwest hops. First introduced in the winter of 1982, Bigfoot is a cult classic, brewed in a barleywine style, meaning a

strong, robust, bruiser of a beer, with the refined intensity of a wine. Bigfoot is prized by beer collectors for its supreme cellarability. Under the proper conditions, it can age like a fine wine, developing new flavors and character as it matures in the bottle. ABV: 9.6% Packages: 12 oz. bottles and draught Availability: November

Sierra Nevada Skiesta It was after a powder day in Taos, New Mexico, when the folks at Sierra Nevada first experienced Skiesta. The tales were tall, the beer was cold and the

sunburned smiles stretched wider than the Rio Grande. Brewed for perfect days and storied

nights, this crisp Bavarian-style lager, with its flavorful European malts and kiss of American hops, promises an easy-drinking finish that’s just right for apres-ski or apres-just about anything. ABV: 5.2% Packages: 12 oz. cans and draught Availability: November

Rogue Yellow Snow PilsnerCrisp and clean with a refreshing hint of spruce that imparts subtle, yet complex aromas and flavors of sweet bubblegum, citrus and resin. ABV: 5.5% Packages: 12 oz. cans and draught Availability: November

Narragansett Autocrat Coffee Milk StoutThis beer is a unique collaboration that brings together Narragansett’s bittersweet milk stout with dark, delicious Autocrat coffee. Flavors of chocolate malt, midnight wheat malt and rich crystal malt are complemented by milk sugar to produce a creamy body and mouthfeel. The mellow flavor is balanced with the perfect touch of hops. ABV: 5.5% Package: 16 oz. cans only Availability: Late October


Brewery Ommegang Three Philosophers

Iconic beer from Brewery Ommegang! Three Philosophers is cherry chestnut in color with full carbonation topped by a smooth, tan head. Flavors and aromas of roasted malt, molasses and brown sugar, dark fruits, brandied raisins and chocolate make this a year round favorite. During the holidays, while supplies last, consumers can get a velvet gift bag with purchase. ABV: 9.7% Package: 750 mL bottle only

Moat Mt. Iron Mike Pale AleClean, fresh and hoppy. This American ale has a crisp flavor profile with notes of toasted grain, grapefruit, toffee, orange peel and floral hops. Check out the new package design! ABV: 5.6 % Packages: 16 oz. cans and draught

Moat Mt. Miss V’s BlueberryAn American style unfiltered ale – light, clean and crisp with a gentle fruit finish. Beer first, fruit second: Moat Mt. steams the blueberries separately and adds the extracted juices during fermentation and it has a new look! ABV: 4.9% Packages: 16 oz. cans and draught

Available Year-Round PERFECT FOR THE SEASON

Miller Lite Holiday KnitwearWine and spirits may be at the top of holiday shoppers’ minds, but beer still plays a critical role – and has twice as many sales during the holiday season. It’s the time of year when shoppers start looking for festive drinking occasions everywhere they turn, and they can count on the original light beer being there for all of the season’s light beer moments. This year, Miller Lite is continuing the celebration with its annual ugly holiday sweater tradition, and the 2019 Miller Lite holiday knitwear line is bigger than ever, with updated designs and new items such as vests, slippers and even dog scarves.

Programs

Mike’s Hard Cranberry LemonadeMike’s Hard Cranberry Lemonade is a delicious

blend of natural, tart cranberry flavor and refreshing lemonade – a taste that’s so fresh and so clean! It’s a perfect option for your next holiday gathering. ABV: 5.0% Package: 12 oz. bottles only

Allagash River TripA companion to backyards, backwoods, and balconies alike. River Trip is a Belgian-style session ale with hop-forward grapefruit and stone fruit notes. It’s brewed in the table beer style with local grains and spiced with coriander for an extra hint of citrus. Dry hopping with Comet and Azacca

contributes to the mix of melon and grapefruit notes in the beer’s aroma. Perfect for the holidays. ABV: 4.8% Packages: 16 oz. cans and draught

Programs


Coors Light Made to ChillIn today’s always-on world, shoppers are constantly looking for ways to check out from their inboxes and newsfeeds for some time on their own, and that’s exactly what Coors Light delivers with its new “Made to Chill” campaign. The world’s most refreshing beer has always been cold, but its new 30-second spots, out-of-home ads and retail displays shift the conversation to “chill” by highlighting all the little moments when an ice-cold beer is exactly what drinkers need. Spots cover everything from cracking a cold one in a hot shower to being done with wearing a bra after a hard day’s work. And thanks to podcast sponsorships and streaming partnerships with Hulu and YouTube, the whole country is about to get a little more chill.

Pure Holiday Joy with Molson Canadian When you’re a hockey fan, nothing compares to the excitement of strapping on your skates and hitting the pond for a game of hockey with friends. And when it happens around the holidays, well, that’s Pure Holiday Joy. This winter, Molson Canadian will capture all the excitement of hockey and the holidays, highlighting everything hockey fans love about the most wonderful time of the year in the most wonderful place of all – the beer aisle.

Reach for the Moon This Holiday SeasonThe holidays are when shoppers turn to above-premium brands to add a unique twist to their seasonal gatherings. Blue Moon will show shoppers it’s the perfect beer for the job by bringing some festive excitement everywhere it goes. Holiday-themed display pieces will bring the celebration to the beer aisle and drive basket ring with premium cross-merchandise and limited-edition seasonal varieties. In the on-premise, Blue Moon will bring the holiday spirit to life by combining last year’s popular “Paint the Pint” and “Paint the Ornament” programs to create the national “Paint the Holiday”.

Miller Lite / Coors Light Responsibility ProgramMiller Lite and Coors Light are dedicated to their drinkers’ safety, and this year they’re going the extra mile to make sure consumers always have a safe ride home by giving drinkers the chance to win free Uber rides for a year. Miller Lite and Coors Light will offer four grand prizes through Graphic Library pieces targeted to concertgoers, baseball fans, football fans and revelers at holiday celebrations. Because this year MillerCoors isn’t just encouraging drinkers to celebrate responsibly – they’re giving them a reason to celebrate.

Bringing Chill to TD Garden with Coors Light and the Boston BruinsThis hockey season, Coors Light will help avid fans celebrate the start of every game. 59% of hockey fans are beer drinkers, and 31% are already more likely to drink Coors Light. Off-premise displays highlighting the Bruins will keep Coors Light top of mind all season long. On-premise promotions and tools such as new 22 oz. color-changing Bruins aluminum cups will get fans in accounts before the puck drops and keep them in their seats long after the final buzzer.

Programs


Pilsner Urquell Collectible TinsNow in its fourth year, Pilsner Urquell’s limited-edition collectible tin series commemorates 176 years of the original golden pilsner. The series of four collectible tins is offered as a unique SKU, and each holds four limited-edition cans featuring heritage-inspired designs.

Miller Lite Official Partner of the Boston CelticsCeltics fans have high hopes once again, and this NBA season, Miller Lite will bring its Celtics partnership to life with signage in on-premise accounts supported by Miller Lite and Boston Celtics apparel, along with Miller Lite and Celtics branded coolers, and LEDs. Off-premise accounts will have a pole topper and coolers for Miller Lite displays.

Peroni HolidayThis holiday season, shoppers who share their distinguished taste with the crisp, refreshing taste of Peroni Nastro Azzurro can bring even more to the celebration when every purchase comes with a complimentary Peroni glass. Holiday gift-themed displays cross-merchandise everyone’s favorite Italian import with its perfect food and drink complements, giving shoppers everything they need for holiday parties – whether they’re on the guest list or hosting their own.

Smirnoff Makes the Holiday Season BrighterThroughout the month of December, Smirnoff is bringing multiple offerings to the holidays with their festive holiday programs/POS including more ways to mingle all the way with Smirnoff Ice and offering all of the holiday cheer, without the sugar, with Smirnoff Spiked Sparkling Seltzer.

Smirnoff Ice, the fastest-growing top FMB brand in dollar sales, provides shoppers with easy and delicious solutions to holiday entertaining and drives sales all season long. Sweet beverages are the most preferred during the holidays and home entertaining continues to grow, with

cocktail parties up 75% and dinner parties up 72%.

Guinness Spreads Holiday CheersLeverage the Guinness suite of festive tools to drive displays and activation this holiday season! Home entertaining during the holidays continues to grow and more than 2/3 of shoppers say they’d pay more for high-quality items this time of year. Almost 60% say they tend to make impulse purchases. Shoppers spend more and are likely to trade up when shopping during the holidays. Guinness drinkers increase spending more than 3 times other beer drinkers!

Programs


It’s Celebration SeasonIn the spirit of the season, Sierra Nevada’s 2019 holiday program focuses on creating the moments that remind drinkers, It’s Celebration Season, which should be shared with family and friends. This program delivers high impact, holiday-themed display executions featuring the #1 Pale Ale and Sierra’s top-selling seasonal, Celebration IPA.

Casa Modelo: Our Casa Es Su CasaNo matter how you celebrate the season or honor your traditions, Casa Modelo is there to make you feel at home with what matters most. This year’s dual-branded, bilingual POS showcases the brand’s heritage with hand-carved woodwork, a nod to what is often seen around the holidays in Oaxaca, Mexico. There, scenes are carved out of wood, delicately painted and displayed during the holiday season. Casa Modelo is excited to bring together those who share the fighting spirit. This season, our casa es su casa.

Make it the Warmest Time of the Year with CoronaFor the 29th consecutive year, Corona will make the coldest season feel like the warmest, when consumers share Coronas with family and friends. A fully integrated holiday marketing campaign will feature the longest running beer commercial and second longest running holiday ad of all time, “Oh Tannenpalm”, as well as social media integrations. The brand invites consumers to embrace, share and celebrate meaningful holiday moments with their favorite holiday guest, Corona.

Pacifico Partners with the U.S. Ski & Snowboard Team Pacifico is proud to sponsor the U.S. Ski & Snowboard Team and its roster of adventurous athletes taking on events like halfpipe, big air and slopestyle this winter. The independent spirit embodied by the surfers who first discovered Pacifico is carried on by the brand and those looking to unleash the independent spirit within them. The athletes that are a part of the U.S. Ski & Snowboard Team truly embody this independent spirit. They are pioneers, excelling every single day in their sport. The partnership includes 11 events across the country, national TV media, VIP hospitality, event activation and on-course branding.

Hoppy Holidays from Ballast Point Brewing Co.Ballast Point and its flagship IPAs would like to wish everyone Hoppy Holidays! This retail program features on- & off-premise support that leverages the brand’s iconic logo to create a wrapping paper design. Ballast Point Sculpin and Grapefruit Sculpin IPAs are here to make the holidays just a little more hoppy.

Celebrate the Season with Narragansett Lager This holiday season, festive Narragansett Lager displays, complete with holiday bows and POS, will catch the consumers’ eye and encourage purchase of the iconic Rhode Island lager.

Programs


Cayman Jack Supports UsToo Throughout the months of October and November, Cayman Jack will donate $.25/case sold to UsToo, an organization that empowers men diagnosed with prostate cancer, and their loved ones, with the educational resources and support services to fight prostate cancer.

What’s in it for the retailer?29% higher velocity when the program is executed.

What’s in it for the consumer?81% of millennials support brands that give back to charitable causes.

White Claw Big Sky GetawayFrom October through December, White Claw is offering consumers the chance to text-to-win a trip for two to Big Sky Resort in Big Sky, Montana. Partnering with a well-known ski resort positions White Claw as a year-round premium refreshment for healthy living consumers.

Merry Streaming with Mike’sThroughout November and December, Mike’s is running a text-to-win program, which will award one lucky winner a FREE video streaming subscription of the winner’s choice, for a year! Holiday movies are enjoyed as a group with family and friends, bringing people together and driving emotional connection. And six out of 10 young adults watch shows solely via streaming services like Netflix, Amazon Prime, Hulu and HBOGO.

Win a Trip to Hang with MigosFrom October 1st through the end of the year, customers can enter-to-win an all-expenses paid trip for two, to Atlanta to hang out with hip-hop group Migos at the Hawks Game, courtesy of Mike’s HARDER Lemonade. This exciting giveaway includes airfare, hotel and two hours with the one and only Migos!

Samuel Adams Brewing The American DreamThis winter, specially marked Samuel Adams Boston Lager will support Sam’s priority philanthropy program, Brewing The American Dream, with a $0.50 donation, per pack and pint. The Give Back 12-pack and Give Back On Tap will fuel food and beverage entrepreneurs through necessary grants and funding in 2020.

510 Hall StreetBow, NH 03304-3105

4th Annual Ice Fest – Beveridge Craft Beer Fest 2020The greatest show on ice is back, so get

your long johns, furry hats and winter gear ready...Ice Fest is happening

again! Beveridge Craft Beer Fest is bringing together some of the finest craft breweries around to pour some of their tasty brews on the ice of Lake Winnipesaukee in Tuftonboro,

Saturday, January 25th from noon-3pm. The innovative event takes place on

frozen water so please come prepared with warm clothing, grips for boots and hand & foot warmers.

Your $40 ticket into the ice fest includes all of the beer samples you would like to try.

This is a 21+ event and anyone under 21 will not be allowed in. Please drink responsibly; designated driver tickets are available for sale. There will be a shuttle bus starting at 11am from Seven Suns Coffee & Tea in Wolfeboro.

For tickets and more information on the coolest beer fest on ice, go to: https://www.facebook.com/BeveridgeCraftBeer

holiday 2019 | v...actual “made to chill” comments posted by consumers “you can’t script...

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