CALAGIONE - Amoskeag Beverages€¦ · Another great brew to try this season ... Men’s Health magazine proclaimed it the best-tasting, low-calorie beer around. In addition to the

Delivering Excellence Seasonals Rethinking Retail New Products ProgramsDAN KENARY OF HARPOON | HOL IDAY SELECT IONS | MAXIMIZE FOURTH QUARTER HOL IDAY SALES

Holiday 2018 | V.26

SAMCALAGIONEDOGFISH HEAD

It’s the Most Wonderful Time of the Year for Selling Beer

WITH THE HOLIDAYS RIGHT AROUND THE corner, it’s not too early to look ahead to selling strategies, so your business can tap

into lucrative fourth-quarter sales. In fact, according to a survey by Campaigner®’s Christmas as reported in The New Brewer magazine, those who prepare the earliest are the most profitable.

We all know that drinkers have become flavor seekers. Whether they are shopping for themselves, purchasing beverages for a gathering or ordering something for themselves across the bar, this is the time of year when people are a bit more interested in finding something new.

This edition of Heady Times features the seasonal beers that showcase holiday-specific flavors, many of which are designed to enhance food, while others are perfect for chasing away chilly New Hampshire temperatures. Here are some flavors that will put your customers in the mood to celebrate and splurge.

• Bourbon – Barrel aging involves letting beer sit in a used liquor barrel for months at a time. As a result, the flavor of the liquor is imparted into the beer. Allagash James Bean, a limited release, is blended with cold-brewed coffee from a local roaster. Also by Allagash is Curieux, which is made by aging Allagash Tripel in oak bourbon barrels.

• Chocolate & Coffee – Stouts and porters already have subtle coffee and chocolate notes, Moat Mountain Imperial Stout pours pitch black, crowned by a prolific creamy espresso head while Neighborhood Decadent Eclipse Black Lager is their interpretation of a GIOS (German Imperialized Oatmeal Schwarzbier), and features a velvety mouthfeel fused with a hint of chocolaty aroma. Harpoon Dunkin’ Coffee Porter is a rich, roasty porter brewed with a little help from their friends at Dunkin’. Another great brew to try this season is Great North Aleworks Chocolate Milk Stout.

• Wine & Beer Hybrids –Baxter Pinot Brune merged the complex reddish-brown sour ales brewed in Flanders with the light and fresh profiles of red wines from the Loire and Burgundy regions. Pinot Noir fans will love it. Dogfish Head Siracusa Nera is an Imperial stout with jammy Syrah wine, which explains the plum & cherry flavors. Woodchuck Bubbly Pearsecco is inspired by sparkling wine, this dry pear cider is full of bubbles, with a clean, crisp finish.

Of course, front and center you’ll also have plenty of ciders, seltzers and tasty light lagers (still the bestselling beer style in the country) to round out the options you present your customers.

It is truly the most wonderful time of the year to be in retail. Shoppers, many of whom are overwhelmed by too many choices, want you to present them with options to simplify decision-making and save time. We publish Heady Times to give you the information you need to achieve that goal.

Lastly, we’d like to thank all our customers and suppliers for making our business possible. We send our very best to you and yours this holiday season and wish you a happy and healthy year ahead.

In This ISSUE

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

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

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

Littleton Food Co-op .............5

Harlow’s Pub ......................6

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

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

Available Year-Round Perfect for the Season ....... 12

Programs ......................... 14

Rethinking Retail .............. 21

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.26 1

Find Out More About Amoskeag’s EmployeesDeliveringTHE TASTE OF EXCELLENCE

Tyler JohnsDriver

How long have you been with Amoskeag Beverages? It’s hard to believe it’s been 9½ years.

What do you like most about your job? The people here are great, and I’ve built some nice relationships.

What was your first job? I was a cashier at Marshalls.

Do you have any holiday traditions? The holidays are busy in the beer business and they’re busy at home with 2 children. I try to slow down and spend quality time with family. One tradition we have is letting the kids each open one present on Christmas Eve.

If you could enjoy a beer with anyone, past or present, who would it be and what beer would be in your hand? That’s a tough question. I guess I’d have a Coors Light with Patriots’ Tight End Rob Gronkowski – he looks like a pretty fun guy to have a few beers with.

Kayla PouliotHuman Resource Assistant

How long have you been with Amoskeag? 2½ years.

What does your job entail? In HR, we are a resource for all our employees. We handle employee training, answer questions and concerns, review benefits and much more. However, my main responsibility is payroll.

What was your first job? Aside from babysitting, my first job was at Yankee Candle.

Do you have any holiday traditions? My family and I make gingerbread houses every year as a way to celebrate my December birthday.

If you could enjoy a beer with anyone, past or present, who would it be and what beer would be in your hand? I’d love to be able to sit down and chat with my late grandfather. I have a vivid memory from my childhood of my Pappy; he would salt his Carling Black Label – or any beer that was put in front of him. By the time I was of drinking age, his

health deteriorated so I was never able to enjoy a beer with him. I would offer him a PBR, and of course salt it and I’d have a Blue Moon with an orange slice.

A common beer industry term goes something like this: when imports are up, crafts are down. With Mexican imports like Corona and Modelo reporting huge growth, there is evidence to support this claim. But one craft brewery is saying, “It ain’t necessarily so.”

Dogfish Head continues to thrive in a rapidly changing beer industry. How have they been able to buck all trends? What’s new for the holidays and 2019? Heady Times sat down with Dogfish Head founder and CEO Sam Calagione to find out.

We’ve been devoted to consistently delivering the best of the best,” says Calagione. “We strategized and laid the groundwork for a forward-looking growth plan for this year and beyond.”

This plan included expanding the Dogfish footprint across the U.S., tripling the size of their sales team and redesigning their artwork and packaging. As an example, 90 Minute IPA is once again available in six-packs and the brewery debuted a new Off-Center Your Summer variety 12-pack that turns into a cooler. “It’s been a busy few years,” laughs Calagione.”

Dogfish recently made a big splash with SeaQuench Ale, a session sour mash-up of Kölsch, Gose and Berliner weiss brewed with black limes, sour lime juice and sea salt. “We had the goal, when we designed it, to make the most objectively thirst-quenching beer that Dogfish had ever brewed,” says Calagione. “But we also built it around a flavor profile that would appeal to margarita drinkers and white wine drinkers as much

as it would appeal to beer geeks, and that is starting to prove itself.” Indeed, SeaQuench is the #1 selling brand in IRI’s “Wild or Sour Ale” category. It also appeals to people who enjoy minerally-tasting white wine. The beer is even getting national recognition for the way it fits into an active lifestyle. Men’s Health magazine proclaimed it the best-tasting, low-calorie beer around.

In addition to the introduction of SeaQuench, Dogfish Head refocused its attention on a few key brands know as their “High 5”: 60 Minute IPA, 90 Minute IPA, SeaQuench Ale, Flesh & Blood and

“

Sam Calagione and Dogfish Head Keep Brewing the Greatest Innovations You’ll Ever Taste As the holiday season approaches, it’s time to reacquaint your customers with this portfolio of beers that are both approachable and groundbreaking.

Namaste White. For a brewery that made its name creating dozens and dozens of one-offs and odd styles, this shift in strategy will attract new consumers who don’t necessarily think of themselves as beer drinkers.

This High 5 group of beers includes a diverse range of styles, perfect for every consumer. 60 Minute is the beloved flagship IPA, 90 Minute – its high-octane brother, has been called “one of the most important American craft beers ever brewed” by Food & Wine. Flesh & Blood is a stellar IPA brewed with a bevy of real citrus and Namaste White is a Belgian-style white ale with notes of citrus, clove and coriander.

Another feather in Dogfish Head’s cap is their big bet on cans. “We see a lot of today’s craft drinkers looking for a more portable, lighter package,” says Calagione. “I can envision a world in five or six years where our can sales eclipse our bottle sales.” While Calagione and his team are preparing for the day that happens, he maintains that there will likely always be a demand for both bottle and can formats.

CoverSTORY

“We’ve been devoted to consistently delivering the

best of the best.”

HeadyTimes v.26 www.amoskeagbeverages.com2

With the holiday season quickly approaching, Dogfish is getting ready to roll out their new IPAs For The Holidays 12-pack, a winter seasonal favorite that “contains four varieties of Off-Centered goodness,” says Calagione. This year, the package will feature two beers exclusive to the variety pack, Sixty One (which Dogfish loyalists remember well) and the new Viniferous IPA. The white wine & beer hybrid of the mix, Viniferous IPA is fermented with Riesling and Viognier grapes and hopped up to match the dry, fruity complexity of a Riesling with the hoppiness of an IPA. “It’s the perfect gift for the beer geek in your family, or to share at the holiday party with people who love IPAs. And Viniferous IPA’s flavor will delight wine lovers,” Calagione adds.

As for a sneak peek at what Dogfish has planned for 2019? Calagione kept his cards close to his vest, but he did reveal that their Grateful Dead collaboration American Beauty will be

returning as a year-round offering and their new Art Series release will be a double IPA called The Perfect Disguise. “But that’s all I can say,” Calagione laughed. With more details on the way, there are sure to be many highlights for Dogfish Head fans in the coming year. With renewed focus on core brands, an expanding footprint and a passion for excellence, Dogfish will continue to deliver the best that craft beer has to offer.

Dogfish Head IPAs For The Holidays This Dogfish Head variety pack doesn’t feature holiday spiced ales – these are beers that hop your head off! And this year’s IPAs For The Holidays has something for wine lovers too…

60 Minute IPA Dogfish’s continually hopped IPA, 60 Minute is “brewed using a boatload of intense Northwest hops,” resulting in a beer that is “surprisingly sessionable.”

90 Minute Imperial IPA Dubbed “one of the most important American craft beers ever brewed” by Food & Wine, 90 Minute IPA boasts a strong malt backbone and fruity, citrus hop aromas.

Sixty One “We took our best-selling 60 Minute and added Syrah grape must (the freshly crushed fruit juice that contains the skins, seeds and stems of the grape) to create an IPA with equal parts fruity complexity and pungent hoppiness.”

Viniferous IPA Continuing with their beer-wine hybrids, Viniferious IPA “is fermented with Riesling & Viognier grapes.”

CoverSTORY

The Off-Centered visionary himself! Calagione has some surprises up his sleeve for 2019. He announced the return of American Beauty Pale Ale, and a new Double IPA called The Perfect Disguise.


HeadyTimes v.26 www.amoskeagbeverages.com 4

BrewerHIGHLIGHTDan Kenary of Harpoon Brewery Continues to Make Great Beer

INDEPENDENT AND EMPLOYEE-OWNED HARPOON IS THE SECOND-largest brewery in Massachusetts, behind Boston Beer Co. Now 32 years young, it’s also Massachusetts’ oldest, continually operating

brewery. Ranked 16th largest craft brewer in the U.S. last year, the staying power of this brewery is impressive.

With returning holiday favorites like Harpoon Winter Warmer and UFO Winter Blonde, as well as new collaboration beers like the highly anticipated Dunkin’ Coffee Porter, Dan Kenary and company have plenty of innovation on the docket to carry the portfolio into 2019 and beyond. Harpoon continues to stay true to their motto: Love Beer. Love Life.

Here are 10 things Kenary wants you to know about Harpoon…

1. Harpoon is an independent, employee-owned craft brewery. But, Kenary says that even before they became employee owned, they already had the right mindset. “We were focused on working together to grow a company that would outlast any of us. When we added ownership to that, it changed the dynamic entirely. For the employees, it’s a real financial incentive to succeed.”

2. Harpoon is currently available in 27 states and Puerto Rico.

3. Kenary says he doesn’t worry too much about staying relevant in a crowded beer market, rather he focuses on staying true to what he and his team do well. “It’s really easy to feel like you need to do everything. That’s a tremendous amount of pressure – and it’s just not a feasible expectation. Our founding vision was to make great beer fun.”

4. Harpoon’s collaborative brews began as a result of their annual, employee beer trips. “Everyone who works here for five years gets to travel to Europe for a week,” says Kenary. “And they get to go again on certain anniversaries after that. More often than not, we find breweries that we love while we’re traveling.”

5. Their latest collab with Dunkin’ Donuts, available in October, grew out of an existing friendship. “We had crossed paths with the Dunkin’ team over the years – at conferences, events, etc., and found we had a lot in common. We had worked together on some small projects over the years – a pilot batch for our Beer Hall, for example – but over time we started to think bigger. We couldn’t be more excited to launch Dunkin’ Coffee Porter.”

6. This year Harpoon introduced three hazy IPAs – Juicer 1, 2 and 3 – but they’re only available in New England because Kenary says, “The reality is these beers are hard to make, and they are a challenge to distribute. More than other styles, freshness is key. We’d love to see these available in markets throughout our footprint, but if we can’t guarantee freshness, we just won’t do it.”

7. Harpoon Winter Warmer, the first craft seasonal on the East Coast, will be back this November for its 30th year. This seasonal classic is a rich combination of holiday spices, like cinnamon and nutmeg, with a hearty, malt backbone.

8. This December the Harpoon Brewery’s community service program, Harpoon Helps, will be spreading holiday cheer throughout the east coast with the Annual Harpoon Helps Spread Holiday Cheer event. Volunteers (a.k.a. “Harpoon Helpers”) will adorn shelters, soup kitchens, and play spaces in cities with holiday decorations. On Saturday, December 8th, volunteers which include Amoskeag employees and their families will decorate the Veteran’s Affairs Medical Center in Manchester.

9. In 2019, Harpoon will introduce some traditional styles that will round out their core lineup, as well as a few things that are “unlike anything we’ve seen anyone else do before,” Kenary says. “It’s the most ambitious year we’ve had in a while, and it’s more than 18 months in the making.”

10. If Kenary could only drink one Harpoon beer for the rest of his life, it would be, “Harpoon IPA, without question. It has all the flavor and complexity I love about beer, but it’s balanced enough to be sessionable.”

At 6% ABV, this rich, roasty porter is made with Dunkin’ Donuts coffee, the same beverage Harpoon brewers have counted on to jumpstart their brew days from the very beginning.


Littleton Food Co-op

THE LITTLETON FOOD CO-OP IS A MEMBER-OWNED GROCERY store, which features local produce, prepared meals, a deli, bulk foods, craft beer, wine and a top-notch grocery selection. The broad

range of high quality, fairly-priced food and outstanding service are only part of what makes this community-owned market so special.

While membership is not required to shop at the Littleton Food Co-op, members help maintain the Co-op’s mission to support local growers and producers, encouraging healthy life choices, and promoting local, environmental sustainability.

The 13,500 square-foot store is located at the intersection of Route 302 and Cottage Street, making it convenient to both Littleton’s celebrated downtown and Interstate-93.

Heady Times sat down with General Manager Ed King to find out what else Littleton Food Co-op offers its customers.

Heady Times (HT): How did you become a part of the Littleton Food Co-op management team?

Ed King (EK): Although I was born in Massachusetts, I moved to New Hampshire when I was 14 years old, so I call the Granite State home. I was already working in the grocery store business when a group of people, who wanted to open their own community market in the area, got together. I received the call to join the management team and we opened the Littleton Food Co-op in May of 2009.

HT: Who’s your typical customer?

EK: We cater to consumers who live healthy lifestyles. We sell a lot of local and organic foods, although we are not 100% organic. Our 6,000+ members are a diverse group, so we want to offer a broad range of items. Located in the beautiful north country of New Hampshire, we have lots of tourists who shop here as well.

HT: Tell us a about your beer selection.

EK: We’ve always done very well in the craft category. We have 16 cooler doors that house our vast selection of New Hampshire & New England beers as well as specialty, imported and domestic brews. Our local selections are some of our biggest movers, like those from Great North Aleworks, Woodstock Inn, Smuttynose and Moat Mountain. I’ve been amazed at the number of breweries who are now putting their beers in cans. It’s really exploded. With the holidays right around the corner, we will be offering as many seasonals as we can get our hands on, knowing that folks often grab a six-pack of quality beer when they don’t want to show up empty handed at a holiday gathering.

HT: Do you host events at the store?

EK: Yes! We offer cooking classes in our café, where we teach people how to work with popular ingredients they may not be used to cooking with. I remember a few years back, when no one knew what quinoa was. We introduced the superfood to our shoppers, taught them how to cook it and gave them recipes. Now that the weather is getting cooler, we hope to have a workshop on cooking in crock-pots, which are making a

Off-PremiseSPOTLIGHT

Ed King, General Manager

Littletoncoop.com • 43 Bethlehem Rd., Littleton • 603-444-2800

comeback with busy, working folks. Beer samplings are also popular here. They’re a great way to introduce consumers to the newest releases. We keep a calendar of events up on our website to keep our customers informed.

HT: Being environmentally conscious is important to you. What are some of the sustainability efforts practiced at Littleton Food Co-op?

EK: We understand how important it is to seek out new ways to reduce our daily energy use. We focus on energy efficiency by using solar panels, and we offer electric car charging stations. Here’s a little-known fact: during the winter months, our beer cooler is kept cold with outside air, which is pumped in by fans. It’s a great, energy-saving solution.

Harlow’s Pub

HARLOW’S PUB HAS COME A LONG WAY. IT WAS FIRST OPENED back in the early ’90s as a breakfast place, where patrons could grab coffee and bagels. This Peterborough hot spot has organically

grown through the years and is now the area’s only Hungarian, German, Italian, Mexican, Asian, English, and Portuguese-inspired, family-friendly restaurant and pub. With a stellar selection of craft beers and live music, Harlow’s Pub is not only a favorite of locals, it’s also a destination for those looking for a fun and casual atmosphere. Heady Times caught up with owner Dave Szehi, a part-time actor and marionette maker, to hear more about Harlow’s Pub.

Heady Times (HT): You have an extensive menu, what are some customer favorites?

Dave Szehi (DS): I give my chefs the freedom to add items to the menu that reflect their heritage, which makes things exciting and interesting. Folks love our Chicken Schnitzel and Grammy’s Meatloaf. On the weekends, our Black Angus Prime Rib is a big seller. And our sandwich menu, which we haven’t changed much over the years, continues to have a huge fan base.

HT: Tell us about your beer lineup.

DS: With 16 draught lines, 11 of which rotate, Harlow’s offers something for every beer drinker. Twenty years ago, we were one of the first places to sell Sam Adams, the original craft beer. It’s still a popular beer for us, as well as Guinness, Switchback, Smuttynose Finestkind, Narragansett and anything local we can get our hands on.

HT: Let’s talk about the décor.

DS: I don’t want to use the old cliché, ‘we’re an eclectic place’, but we sort of are. The walls are decorated with a mishmash of collectables from my time in theatre and my love of B-movies. Whether it be the autographed photo of a prized fighter, a Harold and Maude movie poster or the old-fashioned telephone booth, everything you see in the pub has meaning behind it.

HT: Other than great food and drinks, what else does Harlow’s offer customers?

DS: Harlow’s is the place to be for live music. When I expanded the building, I envisioned a live music venue with a stage, and that’s what we have. Wednesdays are open-mic nights, Thursdays are dedicated to Bluegrass jam sessions, on Fridays & Saturdays live bands perform and the last Sunday of the month is our open jam with The Great Groove Theory. It’s hard to find places that offer live music, and I am so happy to say that Harlow’s does.

HT: What do think makes Harlow’s so successful?

DS: I purchased Harlow’s from its namesake, Henry Harlow Richardson, in 1996. It’s hard to believe we are celebrating our 20th anniversary [of having a beer license] this year. I scratch my head and try to figure out what we’re doing right. I’m lucky to have a great staff and equally wonderful customers. Every town needs a place where people from all walks of life can come together, and this has motivated me to provide a fun and comfortable environment for everyone to enjoy.

HeadyTimes v.26 www.amoskeagbeverages.com 6

On-PremiseSPOTLIGHT

Owner, Dave Szehi pictured enjoying a Harpoon Cider

HarlowsPub.com • 3 School St., Peterborough • 603-924-6365


NewPRODUCTS

Red Bull Coconut EditionIntroducing the launch of Red Bull’s newest year-round Edition, Coconut. The Red Bull Coconut Edition combines the Wiiings of Red Bull Energy Drink with the flavors of coconut and berry. Packages: 12 oz. cans available now, year-round and 8.4 oz. cans coming in early 2019

Switchback Ale Now in 16 oz. CansHow does Vermont’s favorite beer improve on itself? By making it easier than ever to enjoy, while adventuring. Switchback Brewing’s legendary Switchback Ale, a 100% unfiltered, 100% naturally carbonated, well-balanced, reddish amber ale, is now available in popular 16 oz. cans. Five different malts, select hop varieties, and Switchback’s own specially cultivated

yeast, create an ale which leads with hop flavors and a subtle impression of fruit, followed by a palate-pleasing malty finish. ABV: 5% Packages: 12 oz. bottles, 16 oz. cans and draught Availability: Now!

Duvel Single Fermented Belgian Golden Ale

Duvel’s nearly 150 years of brewing experience, tradition and innovation come together to create Duvel Single Fermented Belgian Golden Ale. Brewed in Belgium with two-row malts and Noble hops, then dry hopped with Citra, this exceptional golden ale is crisp, beautifully balanced and remarkably refreshing. ABV: 6.8% Package: 16.9 oz. cans only Availability: Now!

New Narragansett Lager PackagingNarragansett is refreshing the case wraps for Lager 12-pack cans, 12-pk bottles carriers. This is the brewery’s first packaging refresh to Lager case wraps and carriers since 2009. The new packaging will hit the market just in time for the holidays. Availability: Year-round, beginning in November

Guinness Blonde New Look and ReformulationThis fall will see a new Guinness Blonde! The recipe has been refined to update the hop character (Citra hops have been added for more citrus & tropical fruit) and lighten the color & malt character, slightly. The new label design clearly states BREWED IN BALTIMORE – the first brewery and beer brewed by Guinness in America in over 60 years. ABV: 5% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Year-round, beginning in November

SeasonalSELECTIONS


When Demand Exceeds SupplyMany of our craft seasonal and specialty releases are available in limited quantities. Breweries only produce a certain amount of their specialty beers and Amoskeag does all they can to get as much product as possible. In addition, this magazine is compiled months prior to the decision made by the brewery to allocate their products to the wholesaler. Variations in production for some of these limited release offerings will fluctuate, resulting in lower quantities than anticipated. If you are interested in something you see in this publication and it is out of stock when you place your order, please contact your Amoskeag Beverages sales representative to discuss a similar product.

Twisted Tea Frosted CherryTwisted Tea Frosted Cherry is a refreshing, hard iced tea made with real brewed tea and a cherry twist. ABV: 5% Packages: 12 oz. bottles and 24 oz. cans Availability: Now!

Blue Moon Winter WheatWarm up to winter with Blue Moon’s special, new seasonal beer, Winter Wheat. This spiced abbey ale is perfect to bring to any holiday occasion. Expect to see new POS tools and a stunning display to set the holiday scene and for select markets, an exclusive gift set that includes a holiday-themed bottle and glassware. ABV: 5.9% Package: 12 oz. bottles only Availability: November

Leinenkugel’s Snowdrift Vanilla PorterThis robust, porter-style beer is back by popular demand. Aged with real vanilla, Snowdrift Vanilla Porter is a fuller-bodied brew with hints of cocoa, coffee and caramel brought out by roasted malts. Without a doubt, its bold flavors are perfect for warming up on a cold winter night. Pair it with any grilled meats or fruity desserts to bring out its dark, fruitful flavors. ABV: 6% Package: 12 oz. bottles only Availability: Now!

Shiner Holiday CheerThis holiday dunkelweizen practically unwraps itself with hints of Texas peaches and pecans. Caramelized malts give it a uniquely rich malt body that’s perfect for the holidays. ABV: 5.4% Packages: 12 oz. cans and draught Availability: Now!

Samuel Adams Winter Lager This time of year, we’re told to “deck the halls”. But why stop there? Winter Lager’s rich malt notes and accents of cinnamon, ginger and orange peel are just the right companion for decking the halls, the holiday table, your fridge... you get the picture. No matter what or how you celebrate, do it with a Winter Lager. ABV: 5.6% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: November

Samuel Adams White ChristmasHazy, crisp and bright, this unfiltered white ale has a unique and festive twist. Its crisp wheat character combines with warming holiday spices like cinnamon, nutmeg and orange peel for a flavorful yet refreshing brew that’s perfect for the season. ABV: 5.8% Package: 12 oz. bottles only Availability: Now!

Samuel Adams Winter Classics Variety Pack Winter Classics has a new mix! This year’s variety includes: Sam Adams Winter Lager, Boston Lager, Sam ’76, Old Fezziwig, Holiday Porter and Chocolate Bock. This variety is perfect for any holiday party. Availability: November

SeasonalSELECTIONS


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, UFO Hefeweizen, UFO Raspberry and UFO Winter Blonde. Availability: November

Harpoon Winter WarmerCinnamon and nutmeg in a beer? When Harpoon first introduced this

beer, let’s just say that people weren’t exactly sure what to make of it. But after decades of brewing this holiday treat, there is no greater fervor for any of their seasonal beers than this one right here. Bring on the spice! Winter Warmer, the second oldest craft

seasonal in the country, returns for its 30th year! ABV: 5.9% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Now!

Harpoon Dunkin’ Coffee PorterThe folks at Harpoon have counted on Dunkin’ to jumpstart their brew days

from the beginning. Now they’re percolating with excitement to be able to cap their nights with this rich, roasty porter brewed with a little help from their friends at Dunkin’. ABV: 6% Packages: 12 oz. bottles and draught (also available

in the ’Tis the Seasonal Mix Pack) Availability: Now!

Harpoon ’Tis the Seasonal Mix Pack

It’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, House Golden, Dunkin’ Coffee Porter and Winter Warmer. There’s a beer here to share with every elf in your workshop! Availability: October

UFO Winter BlondeWhether 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. bottles, 12 oz. cans and draught Availability: November

Sierra Nevada Celebration Sierra Nevada first created this IPA in the winter of 1981, in the time-honored tradition of brewing a special ale for the holiday season. Each year they use only the first, fresh hops of the growing season to create this complex and robust ale. Layered pine and citrus hop aromas balance delicately against rich, malt sweetness to create an uncommonly smooth wintertime ale. ABV: 6.8% Packages: 12 oz. bottles and draught Availability: November

Sierra Nevada SnowPack When the winter winds begin to howl, hunker down with good people and great beer to ride out the storm. SnowPack makes the mercury rise with a spectrum of beer flavors from bright, citrusy hops to rich coffee and roasted malts. Included in the 2/12 mix are: Sierra Nevada Pale Ale, Coffee Stout, Winter Warmer Ale and Holiday Haze IPA. Availability: November

Sierra Nevada Bigfoot Bigfoot is a beast of a beer, brimming with flavor from massive amounts of roasted malt and spicy hops and brewed in the barleywine style, with

a rich, bittersweet body and whole-cone Pacific Northwest

hops. ABV: 9.6% Packages: 12 oz. bottles and draught Availability: December

SeasonalSELECTIONS


Moat Mountain Scottie’s IPAThis brewer’s favorite recipe from Moat Mountain has been refined over the past eight years to showcase American and Australian hops. The addition of oats makes for a smooth mouthfeel and body to balance the bitterness. It pours an unfiltered gold with a dense rocky off-white head. The aroma is of melon, lemon and grapefruit, rounded out by a hint of pine and tropical fruit. The taste follows suit, finishing clean and dry. And it’s double dry hopped! ABV: 6.3% Packages: 16 oz. cans and draught Availability: October

Moat Mountain Imperial StoutFit for royalty, Moat Mountain Imperial Stout pours pitch black, crowned by a prolific creamy, espresso head. The balanced yet bold stout flavors result from a plethora of wisely selected ingredients. Notes of dark chocolate, coffee, toasted grains, dark fruit, molasses and subtle vanilla all come together to bring about a rich mouthfeel. Find this winter specialty when the days are coldest and the nights are longest. ABV: 9% Packages: 16 oz. cans and draught Availability: November

Moat Mountain Call It A Day! Double IPAFashionably late to the party, Moat Mountain definitely took their time perfecting this recipe for those who enjoy the pleasures of a delicious Double IPA… East Coast style. Call It A Day! Double IPA has tropical aromas and flavors of bright citrus and juicy hops. Pineapple, tangerine, melon and stone fruit accentuate this tasty brew with a pleasant, soft bitterness and clean finish. Get ready to call it a day! ABV: 8% Packages: 16 oz. cans and draught Availability: December

Dogfish Head 75 Minute IPA The 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 Head founder and CEO Sam Calagione’s family farm, 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 artwork for this year’s release was created by Michael Hacker, the 2019 Off-Centered Art Series artist. His imaginative style incorporates a few hidden gems, including a ‘funny glasses’ disguise that was part of the original 75 Minute IPA ‘Johnny Cask’ packaging artwork. 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, DFH IPAs For The Holidays features two of the brewery’s best-selling, year-round brews and two beers that are exclusive to this 12-pack variety: 60 Minute IPA, a continually hopped, East Coast IPA brewed with a slew of Northwest hops for a powerful, but balanced, citrusy hop character; 90 Minute IPA, a continually hopped Imperial IPA whose powerful malt backbone stands up to the extreme hopping rate for a pungent, not crushing flavor; Sixty One, a marriage of two DFH

innovations: beer-wine hybrids & continually hopped IPAs and Viniferous IPA, fermented with Riesling and Viognier grape must, and hopped with Hallertau Blanc, Huell Melon and El Dorado hops to match the dry, fruity complexity of a Riesling with the hoppiness of an IPA. Availability: November

Woodchuck Spiced AppleWoodchuck Spiced Apple is a balanced cider with notes of apple

and a bright, cinnamon and nutmeg finish. ABV: 5% Package: 12 oz. cans only Availability: November

Sebago Slick Nick Long Winter Ale

This classic Sebago seasonal has been warming up Maine winters since 1998. Best enjoyed when nature’s at its worst, Slick Nick Long Winter Ale’s smooth body offers malty warmth and a touch of hop character. Another reason to be thankful for the season! ABV: 7.2% Packages: 12 oz. cans and draught Availability: November

SeasonalSELECTIONS


Rogue Counter Currant AleThis black currant ale is inspired by experimental crops grown in the Rogue Farms Revolution Garden. Pouring a deep ruby, with a dark pink head, this light-bodied ale features huge, fruity aromas and flavors of black currant with a dry, tart finish. ABV: 6.4% Packages: 16 oz. cans and draught Availability: November

Smuttynose Peach SourPreviously known as Short Weisse, Peach Sour returns to the lineup with the clean, tart acidity of Smutty’s lactic fermentation process that provides massive refreshment to beer drinkers. Aging the beer on peaches adds a delicious flavor nuance that’s pure fruity deliciousness. The lightweight can package means you can take this thirst-quenching

refreshment hiking, camping or right to your favorite, comfy chair. Smuttynose Sour beers are made with a time consuming, two-part fermentation

process that happens in both the brewhouse and the fermenter. The first

stage takes place in the kettle with a dose of their house lactobacillus, a bacteria that’s a key component in making yogurt and sour cream. The second phase takes place in the fermenter, with a German-style hefeweizen yeast. This time-consuming process means Smuttynose can only make limited amounts of sour beers. ABV: 5.9% Packages: 16 oz. cans and draught Availability: Limited quantities in October

Smuttynose Raspberry SourRaspberry Sour is the newest entry in Smuttynose’s sour lineup. The clean, tart acidity of their lactic fermentation process provides massive refreshment

to beer drinkers. Aging the beer on raspberries adds a delicious flavor nuance that’s pure fruity deliciousness. The lightweight can package means you can take this thirst-quencher hiking, biking or right to your favorite fire pit. ABV: 5.2% Packages: 16 oz. cans and draught Availability: Limited quantities in November

Switchback Dooley’s Belated PorterDooley’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 oz. bottles, 22 oz. bottles and draught Availability: November

Woodstock Inn Wassail AleThis malty, deep red brew will be available for a limited time this holiday season. Wassail Ale has a strong malt back bone with a mild, hoppy bite. An English strong ale by definition, this beer is perfect for those cold, dark New Hampshire nights. ABV: 8% Package: 12 oz. cans only Availability: November

Woodstock Inn Frosty Goggles Red Pale AleFrosty Goggles Red Pale Ale is a hoppy, amber ale, which drinks very smooth and has a nice citrus, hoppy nose. This drinkable beer is perfect for your après ski festivities. ABV: 5% Packages: 12 oz. cans and draught Availability: November

Woodstock Inn Kanc Country Maple PorterThis dark, smooth porter features roasted flavor notes and a super smooth maple finish. Woodstock Inn adds real New Hampshire maple syrup to this tasty brew. ABV: 7% Packages: 16 oz. cans and draught Availability: December

SeasonalSELECTIONS


Great North Chocolate Milk Stout Chocolate Milk Stout begins as a traditional milk stout brewed with lactose (a.k.a. milk sugar). The lactose gives this stout a creamy body, and just a touch of sweetness. Great North also uses a blend of pale malt, chocolate malt and roasted malt for that signature stout flavor and appearance. Then they push the natural

chocolate flavors to the next level by adding Ecuadorian organic raw cocoa powder to the brew kettle. Chocolate Milk Stout received a gold medal at the 2017 Can Can Awards in the Chocolate or Coffee Beer category. ABV: 6.2% Packages: 16 oz. cans and draught Availability: November

North Country Original PressOriginal Press is North Country Hard Cider Co.’s delicious flagship cider. It’s a blend of modern, heirloom and antique apple varieties. Slightly sweet, with a hint of tart, and a complex, balanced flavor profile, Original Press is made with New Hampshire and Maine-grown apples. It’s unpasteurized, unfiltered and additive & preservative free. ABV: 5% Packages: 12 oz. cans and draught

North Country Fire StarterMade with New Hampshire and Maine-grown apples, Fire Starter is a semi-sweet cider flavored with cinnamon, habanero and pomegranate. It’s been called “warm apple pie” or “fireworks in your mouth”.

North Country Hard Cider Co. just calls it

“delicious”. ABV: 5% Packages: 12 oz. cans and draught

Two Roads Miles 2 GoMiles 2 Go is an unfiltered lager that’s made in the unhurried, traditional way. Using the centuries-old method of decoction mashing, this beer takes longer to brew and delivers more flavor. Two Roads also ferments it colder and slower, and leaves it unfiltered for a softer body and toasty malt flavor. To get the best, sometimes you just need to slow things

down. ABV: 6.2% Packages: 12 oz. cans and draught Availability: November

Two Roads Tanker Truck Sour: Clementine GoseThis beer is a classic gose with a modern twist. Two Roads source and blend fresh Moroccan clementines (citrus clementina) from a local craft juicer. 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: December

Available Year-RoundPERFECT FOR THE SEASON

Narragansett Autocrat Coffee Milk StoutSince the 1890s, Narragansett Beer and Autocrat Coffee have been home-grown Rhode Island favorites. This beer is a unique collaboration that brings together Narragansett’s bittersweet Milk Stout with dark, delicious Autocrat coffee. This smooth stout has a robust, roasted coffee aroma and bittersweet coffee flavor with notes of toffee, dark chocolate and roasted barley. ABV: 5.5% Package: 16 oz. cans only Availability: Now, in limited quantities

Allagash Tripel Allagash Tripel pulls from a tradition that began centuries ago in Belgian abbeys. This

golden-hued beer reveals herbal notes and passion fruit in the aroma and has a complex and dry finish. ABV: 9% Packages: 12 oz. and 750 ml cork-and-cage bottles and draught

Allagash CurieuxCurieux is made by aging Allagash Tripel in oak bourbon barrels. This balanced, golden beer delivers soft notes of coconut and vanilla, with a hint of bourbon. ABV: 11% Packages: 12 oz. and 750 ml cork-and-cage bottles and draught


Hard SeltzersConsumers looking for healthier options that still pack a lot of flavor are turning to low-alcohol sparkling waters. Smirnoff Spiked Sparkling Seltzer, Truly Spiked & Sparkling, White Claw Hard Seltzer, Henry’s Hard Sparkling Water Svedka Spiked Premium Seltzer and Press Premium Alcohol Seltzer all satisfy consumer demand for a sophisticated, healthier and refreshing alternative to wine and spirits. And during the holidays, when people tend to drink more, offering sessionable options is a must. Packages: All available in 12 oz. cans. Certain brands/flavors are offered in 16 and 19.2 oz. cans as well

Wachusett City of ChampionsCity of Champions is a year-round, 12-pack can mix, which features: Wachusett’s award-winning Green Monsta IPA, a wicked awesome American IPA; Brewin’, an American pale ale; Belgian White Mamba, a Belgian-style wheat ale and Bella Czech Pils, a Czech-style pilsner. This is a parade worthy party pack.

Stony Creek Little Cranky Session IPA

Aggressive, yet crafted to go down easy, Little Cranky Session IPA has it all. Lemon Drop and Bravo hops lend a fruity, hop complexity with lemon and orange highlights. ABV: 4.5% Package: 12 oz. cans only

Clown Shoes Bubble Farm

Find your happy place with this tantalizing IPA. Bubble Farm is a fresh addition to the Clown Shoes lineup, brewed with Columbus

hops and dry-hopped with Simcoe, Azacca and Idaho 7.

This easy-drinker will quickly float to the top of your everyday favorites list. ABV: 6.5% Package: 12 oz. cans only

Unibroue La Fin Du MondeCelebrate the holidays with this iconic Belgian-style brew! La Fin Du Monde offers both subtlety and strength, with a chorus of fruit, spice and hop notes that make this highly effervescent “liquid gold” so distinctive. Its complex flavor and natural

carbonation makes La Fin du Monde an ideal pairing for aged cheeses and succulent cuisine. To date, it is the most awarded Canadian beer and has been honored at several top international competitions. True to tradition, Unibroue brewed this beer in honor of the French explorers who, when they discovered North America, believed they had reached “the end of the world”. ABV: 9% Packages: 12 and 25 oz. bottles

Available Year-Round PERFECT FOR THE SEASONAvailable Year-RoundPERFECT FOR THE SEASON

Programs


Snap to Win Skis from Coors Light

This winter, Coors Light is giving beer drinkers and skiers alike the chance to win a set of branded Coors Light skis through Snapchat. A Snapcode placed on retail POS deliverables will drive shoppers to an entry site, where 10 pairs of skis per week will be given away through a random drawing. The program will begin in November and carry through mid-January.

Boston Bruins and the 2019 Coors Light NHL Winter ClassicCoors Light returns this hockey season as an official partner of the Boston Bruins. Additionally, as the official beer sponsor of the NHL, Coors Light is the proud sponsor of the Winter Classic, which will be held at Notre Dame Stadium in South Bend Indiana. The matchup between the Boston Bruins and the Chicago Blackhawks takes place on New Year’s Day, 2019.

Introducing the Coors Banquet Backer Beer and bourbon – it’s a famous pairing that’s been around for generations. But now, Coors Banquet has coined the term, “Banquet Backer” to officially own the pair.

Small-format, off-premise displays featuring 12-pack bottles and popular bourbon brands will drive incremental purchases outside of the beer aisle. On-premise POS, such as coasters, supports the preexisting trend, while providing incremental rings for retailers. The program will run from November 2018 into 2019.

Miller Lite: Official Partner of the Boston CelticsMiller Lite returns to the court with the Boston Celtics this season as an official sponsor.

Programs


Buy Beer and Spread Cheer with Miller Lite

What’s Miller Lite’s hope for the holiday season? To let beer drinkers spread more cheer, the more they spend on beer. This season, the brand is launching a new rewards program featuring branded, ugly, holiday knitwear merchandise.

Shoppers can find a Snapcode on retail POS that can be scanned to redeem knitted items such as sweaters, hats, mittens, socks and/or stockings. On-premise, drinkers can join the fun with ugly sweater parties.

A Classic Pairing for New Year’s DayA beer back, sidecar, chaser and pony. Like Miller High Life, the art of pairing beer with a Bloody Mary is said to have originated in the great state of Wisconsin. And as brunch has taken off in popularity, Miller High Life is taking what was once a Midwestern tradition and expanding it coast to coast. Through a simple, cross-merchandising solution featuring Miller High Life, Bloody Mary mix, vodka and garnishes, consumers can pick up all their favorite fixings in one spot, while toasting with friends for a memorable start to the new year.

On-premise posters featuring this timeless duo will invite bar patrons to “Pony up” their Bloody Marys to make it a classic pairing.

The Champagne of Beers – Established 1903Drinkers everywhere can look forward to a new toasting solution this holiday season, presented by none other than The Champagne of Beers. Beginning in November, Miller High Life will offer a special-edition 750 ml High Life bottle, available in limited quantities. The champagne-sized bottle will give beer drinkers their rightfully-earned place at the table during the holiday season and celebratory toasts.

Paint the Pint and Ornament with Blue MoonFor the 2018 holiday season, Blue Moon is offering on-premise drinkers the opportunity to color in their own limited-edition holiday glassware or design a branded holiday ornament. To promote the program, Blue Moon is offering on-premise POS including themed posters

and table tents featuring both the exclusive

glassware and branded ornaments. To execute the program, bars can order

special paint pens for drinkers to decorate with.

Programs


Corona Primed to Shine During the Holiday SeasonDuring the 2017 holiday season, Corona Extra was the No. 3 growth driver of all beer brands – up nearly 11% from the previous year’s holiday promo period. Corona Light also posted impressive gains during the holiday by claiming the title of the No. 1 imported light beer brand.

With the support of fully integrated marketing materials, this holiday season is primed for even more growth as general market and Hispanic consumers alike will be reminded to embrace, share and celebrate meaningful holiday moments with Corona.

Corona’s classic “O Tannenpalm” commercial will air for the 28th consecutive year across English and Spanish language TV, making it the longest-running beer ad and the second-longest running holiday ad of all time. The spot will air from Thanksgiving to Christmas and will generate nearly 50 million impressions.

High-end brands made up all of the dollar growth during the 2017 holiday period, so be sure to complement the TV exposure by leveraging a host of holiday-specific on and off-premise POS offerings to capture those trade-up opportunities.

Throughout the holiday season, beginning November 1st, Mike’s is partnering with ride-share app Lyft to give consumers safe rides home from holiday get-togethers. Every consumer who texts will receive a code for $10 off their next Lyft ride!

Labatt: The Official Beer of USA HockeyLabatt USA imports the world’s best-selling Canadian beers, Labatt Blue and Labatt Blue Light. Labatt has always supported the sport of hockey and this year, Labatt returns as the Official Beer of USA Hockey.

Programs


Casa Modelo Opens Its Doors During the HolidaysThis holiday season, our Casa es Su Casa.

With its unique and authentic heritage, Casa Modelo is perfect for making consumers feel at home as they celebrate holiday traditions with family and friends. That’s why Casa Modelo will be supported by all new, dual-branded, bilingual POS showcasing the brand’s rich history with the tagline “Our Casa es Su Casa” behind traditional, handcrafted metal tin artwork inspired by Mexican luminarias.

The suite of on and off-premise support will have Case Modelo positioned to continue to build on its unrivaled holiday season growth.

Modelo Especial was the No. 1 share gainer during the holiday season last year, and Casa Modelo as a whole, has nearly doubled its dollar share during the holiday promo period since 2013.

On top of it all, Modelo Especial 12-pack bottles were the No. 1 high-end growth package during the holidays last year.

Pacifico is Back as the Official Beer Sponsor of the Burton U.S. Open Snowboarding ChampionshipsPacifico is returning to the slopes for the 7th year as the Official Beer Sponsor of the Burton U.S. Open Snowboarding Championships. It truly is the perfect partnership. Pacifico is the beer for the independent spirits, an essence that is perfectly represented by snowboarders.

To activate against the partnership, Pacifico is offering a national retail promotion with on and off-premise POS, including a consumer sweepstakes, where a lucky winner will attend the 2019 USOSb event in Vail, Colorado. Secondary prizing will include a custom, Pacifico-branded Burton snowboard, which will also be available for general purchase.

Thanks to the support of the USOSb partnership, national TV and a host of winter-specific POS for the on and off-premise, Pacifico will be ready to continue its climb during the winter.

Pacifico was one of the fastest growing brands last winter, and every market that received TV coverage last year was up by an average of 24% on the brand.

Programs


Smirnoff Ice Gives Consumers More Reason to Mingle All the Way Smirnoff Ice provides shoppers with easy and delicious solutions for holiday entertaining and drives sales all season long. Statistics show that sweet beverages are preferred during the holidays and home entertaining during the season continues to grow. So, this holiday season, Mingle All the Way with Smirnoff Ice, the fastest-growing, top FMB brand in dollar sales.

During the holidays, Guinness helps drive extra sales and profits by capitalizing on consumer and shopper holiday trends.

• Holiday parties are the most popular type of home parties.

• Guinness sales are +22% in November and December.

• Guinness shoppers’ basket dollars increase 12% ($10) during the holidays vs. 5% ($3) for other imports/beers.

Guinness has a rich history of pairing well with food, so leverage food occasions to drive holiday sales off-premise! The Guinness + Food suite of holiday tools will drive displays and activation during the holiday season!

• Shoppers spend more on quality food and beverages during the holidays.

• 49% of consumers look for food and alcohol pairing suggestions.

• 43% of consumers would use beer as a cooking/baking ingredient.

Programs


Celebrate the Season with a Sam Adams Glassware GiveawayThis holiday season, consumers will have a chance to win custom perfect pint glassware from Sam Adams, via a text-to-win program. They will be giving away 2500 sets of 2 glasses as well as other prizes every week! Custom POS for on and off-premise will communicate the giveaway.

Through November and December, Angry Orchard will help shoppers navigate the hectic party season by providing simple suggestions to upgrade their holiday entertaining. When hosting friends and family for any occasion, Angry Orchard is key. It’s the perfect pairing for cheese plates or pie desserts and it makes a great complement to wine, for a variety of choices at the dinner table.

In the spirit of the holiday season, Sierra Nevada is focusing on moments that inspire drinkers to Share the Celebration with family and friends. This program delivers high impact, holiday-themed display executions featuring their flagship Pale Ale and their top-selling seasonal, Celebration.

Programs


Congratulations, ScottWe’d like to congratulate Scott Black, who was recently voted 2018 bartender of the year by New Hampshire Magazine’s Readers’ Poll. New Hampshire Governor Chris Sununu honored Black, who is a bartender at the Woodstock Inn Station & Brewery and the Cannonball Pub, for his selfless dedication for helping others and his love for the North Country community.

Win a Trip to Mardi Gras with Magic HatMagic Hat is offering consumers a trip to Mardi Gras in New Orleans via a text-to-win sweepstakes throughout the holiday season. Consumers can enter to win a three-day trip of a lifetime to celebrate Mardi Gras in New Orleans from March 1st – 5th, 2019 (March 5th is Fat Tuesday). Program runs November 1st through December 31st.

Dogfish Head IPAs for the Holidays Digital Rebate Dogfish Head is here to offer you a little extra holiday cheer with a special ‘IPAs For The Holidays’ digital mail-in rebate program. Save $5 when you purchase $10 in cheese and Dogfish Head beer. It’s easy! Just choose and purchase your favorite off-centered beer and cheese combo, text ‘DOGFISH’ to the provided number, follow the instructions and your rebate will be delivered digitally via PayPal! Eligible beers include: 60 Minute IPA, 75 Minute IPA, 90 Minute IPA, Flesh & Blood IPA, Liquid Truth Serum IPA and Lupu-Luau IPA.

Narragansett’s Surf & Turf Tailgate text-to-win program, which will run through December, offers consumers a chance to win an awesome tailgate pack, which includes a custom Narragansett Coleman portable grill, a $100.00 local seafood market gift card, a Fresh Catch d-ring belt and a ’Gansett prize pack.

EVEN THE BEST ASSORTMENT OF PRODUCTS ISN’T A GUARANTEE that customers will walk through your door. That’s why you’ve given so much thought to customer service. Customer service begins with the

one-on-one interaction between the salesperson and the customer. Most importantly, it’s your chance to create an exceptional in-store shopping experience, something even the best online companies can’t deliver.

Bridget Brennan, author of Why She Buys, stresses the importance of having a real customer service strategy in place to sell to women. Why? Because women are powerful consumers driving 85% of all consumer purchases. They shop for family, friends and parents. By understanding why and how women make purchasing decisions, you can develop a selling strategy that motivates them to buy more from you, rather than your competitors.

What should a female-focused selling strategy entail? Ginger Johnson wrote the book on how to sell beer to women. It’s called How to Market Beer to Women: Don’t Sell Me a Pink Hammer. Johnson says, “An engaged female customer is a happy customer.” She goes on to explain that women want help from a knowledgeable person, who will assist her in selecting the right product.

• For women, customer satisfaction is strongly linked to a shop’s willingness to share expert advice (demonstrate familiarity with the product) and the shop’s ability to help them determine which products suit best. According to a study by The Verde Group, 29% of women considered the “lack of help when needed” as the top problem when shopping. It is also the likeliest reason that stores lose the business of women.

• For men, good services mean helping them find the right item and helping them get through checkout quickly.

Gender, more than any other factor, determines how people define a good shopping experience. It doesn’t mean one set of criteria is better, or worse, than the other. It’s just different. And that’s ok. Even women in sales need a strategy to sell to other women. These lessons aren’t meant for men solely.

However, any way you look at it, excellent customer service is paramount. Chris Perry, owner of Barley & Hops Craft Beer and Wine Shoppe in Milford had this to add: “Our staff is trained to be friendly to everyone who walks in the door. We realize that everyone has a slightly different knowledge level, as it pertains to beer and wine, as well as vastly divergent palates. So, we always try to determine what someone likes or is searching for, find something fun to fit their needs and hopefully expand their horizons. It’s not always someone’s gender that determines this, rather their sense of adventure, as well as taste and experience.”

Want to Maximize Fourth Quarter Holiday Sales?Understand What Customer Service Means to Women & Men, Because It’s Not the Same.

RethinkingRETAIL


510 Hall StreetBow, NH 03304-3105

Simmer n’ Brewfest at Cannon Mountain, Saturday, November 3rd

Back for the 7th year, Simmer n’ Brewfest is the best thing happening to spice up the off-season in the ’Notch. Come enjoy music all afternoon, fresh brews from over 15 New England breweries and gourmet soups galore from local chefs & eateries, presented by the Cannonball Pub/Centerplate and Cannon Mountain.

Tickets are $40 and include a special tasting glass and spoon to help you enjoy a sampling of gourmet soups and tasty brews.

This fun-filled event raises money to help support the Secret Sock Society and the Adaptive Sports Program at Cannon.

Simmer n’ Brewfest is for ages 21+ only and is held at Peabody Lodge, Cannon Mountain Main Base Area. Tickets can be purchased at www.cannonmt.com/simmer-n-brewfest.html. Only 500 tickets will be sold for this event and NO tickets will be available at the door. For more information call 603-823-8800 x736.

CALAGIONE - Amoskeag Beverages€¦ · Another great brew to try this season ... Men’s Health magazine proclaimed it the best-tasting, low-calorie beer around. In addition to the

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