IPAEAST COASTWESTCOAST & EVERYTHING IN BETWEEN

Retail Edge Seasonals The Beer Guy New Products ProgramsS A N T A N B R E W I N G C O . | S P R I N G S E L E C T I O N S | M A R K E T I N G P L A N N I N G

Spring 2015 | V.14 FINLEY DISTRIBUTING

IT’S HARD TO BELIEVE THE 1ST QUARTER IS ALMOST BEHIND us. We hope it has been a successful start to the year for you and your business. As many of you know, for any business to

grow, reinvestment is crucial. Reinvesting isn’t just about money. Sound investments are as much about time, effort and a well thought out plan as they are about the actual costs. Today, I am pleased to share a couple of the ways Finley is re-investing to accommodate future growth.

On October 31, 2014, Finley entered into an agreement with The Belton Family to purchase the Citizen warehouse located at 2004 S. Euclid Avenue. Its convenient location, directly next door to our current operation, will provide an extra 50,000 square feet of warehouse space on 5 acres. I have high hopes for construction and the transition to be completed by the end of this year. This acquisition provides us with a total of 117,000 square feet on 10 acres. With the majority of space devoted to storage, racking, loading and POS areas, it gives us the ability to adapt to the ever-changing beer business and the growing number of SKU’s from the suppliers we are honored to represent.

Also, as you know in the end of 2013, we purchased the state of the art software program, Eostar which is a route-accounting application that coordinates product forecasting, inventory, invoicing and sales analytics functions. Eostar has been instrumental in allowing us to improve efficiency. By now, we have most of the kinks worked out and hopefully you are reaping the benefits from the new system by allowing your sales representative to show you how to remain competitive. You should also be observing an increase in order accuracy and less out of stocks.

We have many resources that go far beyond what it takes to simply deliver beer. I encourage you to communicate with your Route Manager! She/he is the link that will help you take advantage of the plethora of information we have available regarding new products, current market trends, and marketing and promotions to positively impact your business. They are well equipped to help you find the best selling products, enhance your product arrangement, reduce costs and ultimately boost your bottom line. Partnership is based on trust. We at Finley value our partnership and we want you to succeed! When your business does well, our business does well, and it’s a win-win!

These changes allow us to strengthen our commitment to serve you, our valued customers, along with our community and our suppliers with integrity, consistency and success, setting the industry standard for quality.

Just a reminder, our portfolio consists of close to 200 of the world’s best beer brands. They span across the board in terms of origin, size and location of brewery, style, and taste which allows for the best appeal to the diverse customer base here in the Tucson market today. With the power of this portfolio and the support Finley is able to provide, we’re confident in the potential of our partnership! I hope you share our enthusiasm for the new developments which were made to make Finley Distributing an even better partner to you.

As always, thank you for your business!

Dennis Shields President

In This ISSUE

Cover Story .........................1

Brewery Highlight ...............2

Roadrunner Market .............3

Casino Del Sol Resort .........4

New Products .....................5

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

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

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

Retail Edge ...................... 16

The Beer Guy ................... 17

Letter toTHE TRADE

Heady Times is published four times a year, courtesy of Finley Distributing Co., LLC.

East Coast IPAs, West Coast IPAsAnd Everything in Between

IT’S AN IPA WORLD AND WE ARE JUST LIVING IN IT,” A CRAFT BEER enthusiast said at a recent beer festival. And who could argue with that? Innovative craft brewers, unconstrained by style dictates, have

access to an unprecedented variety of hops which they combine to create new and exciting flavors. And because beer drinkers continue to crave hops, there is still demand for the stream of new, style-bending IPAs hitting the market. Backing up that claim, Bump Williams Consulting reports that IPAs are the most “called for” style of beer across the bar and in stores today. The company also reports that an astonishing 40% of all tap handles in the U.S. are devoted to IPAs.

Once upon a time it was enough to know that English IPAs and American IPAs were different. The English versions tend to be more balanced and less hop forward than their modern American counterparts, which have more citrusy hops. Easy drinking Left Hand 400 Pound Monkey and Grand Canyon Black Iron IPA are great examples of English-style IPAs.

Then the IPA landscape became a bit more complicated. American IPA styles soon fell into two distinct camps, East Coast and West Coast. East Coast-style IPAs, such as Bell’s Two Hearted Ale and Ska Brewing’s Modus Hoperandi IPA, contain their fair share of hops, but these beers are

also appreciated for their malt complexity. West Coast IPAs, on the other hand, are all about hops – big, bold American and Australian varieties in particular that impart flavors described as citrusy, fruity, piney, herbal and even resinous. Beers brewed in this style include Firestone Walker Union Jack, Abita Wrought Iron, Bear Republic Racer 5, Green Flash West Coast IPA, Ballast Point Sculpin and Oskar Blues GUBNA, just to name a few.

Yes, all this underscores that there are a lot of IPAs on the market with more arriving daily. But saying that new IPAs are coming to market is a bit misleading. Brewer innovation is at an all-time high and they are actually creating entirely new sub-categories of American IPAs. That’s actually the crux of this discussion. How do you wrap your head around the IPAs that might just be described as “everything in between”?

Matt Guyer, owner of the retail store, Beer Yard in Wayne, PA. says, “Oddly, the arrival of session IPAs has highlighted the fact that there are many different kinds of American IPA sub-categories. Initially, customers just focused on the fact that IPAs like Oskar Blues Pinner have lower ABVs. Then, customers started looking beyond ABVs and noticed the new IPA styles.” New Belgium Brewing’s new Slow Ride Session IPA is a blend of seven hop varieties twisted together with tropical scents of melon, peach, lime and grapefruit for a vividly fruity aroma. It’s a nice introduction to the world of IPAs, as its malty-sweet, yet clean start is balanced with hoppy bitterness in the back.

While speaking about the abundance of new IPA styles, one expert encourages: “Beer drinkers that like hoppy beers need to understand the many [IPA] sub-categories so they can find the beer they like to drink.” Some IPAs are more bracingly bitter, while others lean toward hop flavor rather than bitterness. Fresh hopped beers, like Port Brewing High Tide, Left Hand Warrior and Great Divide Fresh Hop, are made when the hops are taken straight from the field and put directly into the brewing process; they’re not as bitter as a typical hoppy beer and, hovering around 5% alcohol by volume, aren’t nearly as potent.

Many agree that the craze and demand for IPAs will continue. All the more reason you should be aware of the styles you offer. American or English? Hop explosion or

bitter sweetness? Another expert cautions, “The candy store is open but which candy are you going to sell? If you don’t know the difference, then you might be selling only one piece of candy.”

There is concern that some retailers think any hoppy beer is an IPA that will be a slam dunk, tap list cash cow. Some words of caution: “…the variety is mind blowing. With many establishments dedicating multiple tap lines to IPAs, having a balanced list with a pointed bit of education will lead to a more intelligent/delicious experience [for the consumer]. Choosing to have 3 IPAs on tap out of 12 lines is only a sound move if they are diverse in style and strength. A ‘too many cooks in the kitchen’ situation can be avoided when a carefully curated tap list runs the gamut of flavor, ABV and price.”

“CoverSTORY

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“Many agree that the craze and demand for IPAs

will continue. All the more reason you should be

aware of the styles you offer. ”

SanTan Brewing Company

OPEN SINCE 2007 UNDER THE LEADERSHIP OF founder and brewmaster, Anthony Canecchia, SanTan Brewing Company has established a strong reputation

as one of Arizona’s favorite craft breweries. Their belief is that Great Craft Beer and Great Craft Food can be the inspiration for the conversations that can change the world!

And that’s why, in addition to brewing great beers, SanTan features a friendly neighborhood brewpub in Downtown Chandler, which has quickly become one of the top, local food and beer destinations in the Phoenix metro area.

In 2009, SanTan Brewing began distributing their Southwestern Style Ales throughout the state of Arizona, operating with a mission to pair craft beer with craft food. 2014 marked the beginning of taking this journey throughout the Southwest expanding distribution to Southern California and Texas.

Southwestern Style Ales

All SanTan Brewing Company craft beers are specifically brewed and designed for hotter climates hence the name… Southwestern Style Ales. SanTan brews are fermented to completion and carbonated higher than traditional American beers for a more effervescent, crisp and refreshing, hand-crafted beer – perfect for quenching your thirst in the hot Arizona sun.

Award Winning Craft Beer

SanTan beers have won numerous national and statewide awards including two medals at the 2014 AmeriCAN Championships as well as 2011 and 2013 US Open Beer Championship! Canfest Reno awarded 2 Gold Medals to SanTan: one for their flagship Devil’s Ale in 2013, and the other for SunSpot Gold in 2014. SanTan Brewing’s Mr. Pineapple also took home a Silver Medal at the prestigious 2011 Great American Beer Festival, and SanTan has been voted “Best Brewery in Arizona” by the Phoenix New Times and the Arizona Republic in 2013 and 2011.

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BreweryHIGHLIGHT

Spotlight On…Mr. Pineapple Great American Beer Festival Silver Medal winner, Mr. Pineapple was originally conceived for SanTan’s annual Luau Day. Hazy straw gold in color, SanTan adds natural pineapple juice (Rainforest Alliance Certified) to a traditional wheat beer, creating a refreshing tropical flavor. The pineapple is subtly balanced with a firm malt character and a slight hint of clove.

HopShock I.P.A. Warm copper-amber in color, an intense bitterness is derived from the distinct citrus/pine flavor of Pacific Northwest & New Zealand Hops. A dry, crisp malt character & aggressive alcohol dominate this I.P.A. and make this bitter beer a hop-head’s passion – and SanTan’s most popular beer in Tucson!

Roadrunner Market

MIKE JABOR IS THE CURRENT OWNER OF THE ROADRUNNER Market in Vail, Arizona – and an expert in his field. Originally from Syria, Jaber moved to California nearly 30 years ago to run

a convenience store. While in California, a customer of his moved to Tucson, worked at Roadrunner, and suggested Mike buy the place. After researching the business and its location, Mike decided it was a good investment. In October 2013 he moved to southern Arizona and began making changes to the Roadrunner almost immediately.

One big change he made was to convert the gas station from an independent station to part of a chain – Chevron. Mike’s advice if you’re thinking about doing the same? Do your research. As much as you possibly can, make sure you know exactly what you’re getting into – and how the change might affect your customers and future traffic.

The conversion to a Chevron gas station was just one of several changes Mike made. He made it a priority to really clean the store up – new shelves, new deli equipment, new lights, fixtures… you get the idea. Mike also added two beer coolers so he could carry more import and craft beers for his customers. There are more plans to improve the store, including changing the layout for better space management and a smoother traffic flow for customers. The look and feel of the store is very important to keep business booming; customers like to see a neat, clean store and fully stocked shelves and coolers.

It’s one thing to have your store in order, but the price of your products is also very important. One of the first pricing changes Mike made at Roadrunner was to lower the prices on beer and cigarettes. He stresses that you need to understand your margins; determine what products you can charge more for, and realize that you can’t make the same profit margin on every item: “Some items you might have a 10% margin, others might have 30% - you need to be smart about it.” Some items you might be better off selling in volume; you may make a smaller profit per item, but if you’re able to sell more product you’re doing better business.

Mike also encourages owners and managers to work with vendors. Ask questions. If you want to get the best deal, and the best service, make sure to establish open lines of communication. More often than not, they’ll work with you to keep your business and make sure you’re successful in selling their product.

Another great resource for business owners is other business owners, which is why networking is important for all levels of management. Over the years Mike has established relationships with colleagues in the field so they can learn from their combined experiences. They talk about what’s going on in the marketplace, get ideas, and help each other out with feedback on what works, and what doesn’t.

Finally, and Mike couldn’t stress this enough, you must have employees you trust. High employee turnover and employees who steal from you are a business owner’s worst enemy. Customer service can be taught, but loyalty is harder to come by.

The bottom line is that if you want to run a successful business, you need to be a smart businessman. Of course it’s always easier said than done, but it is important to think logically, learn from your triumphs (and your mistakes), and make sure that you’re always paying attention to your business.

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Off-PremiseSPOTLIGHT

Roadrunner Market, located on S. Houghton Road in Vail

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On-PremiseSPOTLIGHTCasino Del Sol Resort

CASINO DEL SOL RESORT, SPA and Conference Center, southern Arizona’s premier entertainment and

gaming destination, opened in November of 2011 with over 160,000 square feet of gambling floor space, a ten story hotel with over 200 rooms, a full service spa, a 5,000 seat AVA amphitheater hosting world-class entertainment, six bars and lounges, and several restaurants including the Forbes Four Star PY Steakhouse.

Gaming options include 1,300 slots and video poker machines, 22 gaming tables, a bingo hall, and a 13 table poker room that hosts live cash games and tournaments. The casino and poker room are open 24 hours a day. The high limit lounge is open from 10am until 2am daily and offers full bar service and a relaxing environment away from the action of the main casino floor.

Already rated by AAA as a Four-Diamond destination, the Pascua Yaqui Tribe welcomed a recent addition to the property: Sewailo golf course. This 18-hole, par 72-hole championship golf course was designed by PGA golfer Notah Begay III and joined the impressive amenities available to guests in 2013.

One reason for the success of Casino Del Sol Resort is the variety it offers to guests. Many of the eateries at Casino Del Sol also feature a bar or lounge, so whether you are thirsty or hungry, you will have a lot of options – from poolside dining at The Oasis, to live music at Paradiso Lounge, to fine dining at PY Steakhouse Bar. And, of course, there’s AVA, an Arizona hotspot and prime entertainment venue. Seating includes 1,779 reserved seats and more than 2,700 grass seats under the open skies of Tucson. The stage has welcomed top name acts like Don Henley, James Taylor, Buddy Guy, B.B. King, Brooks & Dunn and Van Halen to name a few.

Casino Del Sol, and its sister property, Casino of the Sun are the pride of the Pascua Yaqui Tribe. The Yaqui are energetic, determined people who have effectively exercised their sovereignty to meet the needs of

their people. The tribe provides critical programs and services focused on health, housing, education, and public safety. Facilities include a senior center, clinic, recreation center, and Head Start program for younger children. The tribe also provides police protection and fire services to the reservation and surrounding community. In the future they look forward to having a wellness center, library, education center, and a park.

By enjoying their casino and entertainment facilities, you enable these programs and services. All revenues provided to the tribe from their enterprises go to government administration and services; none go to individual per capita payments. The Pascua Yaqui Tribe hopes that you will come visit their casinos, restaurants, gas station, smoke shop, and entertainment venues and support the advancement of the Pascua Yaqui Tribe!

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NewPRODUCTS

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Woodchuck GumptionLegendary showman P.T. Barnum once noted, “Everybody drank cider-spirits called ‘gumption’.” Woodchuck Gumption celebrates the spirit of P.T. Barnum and those with the gumption to follow their own path. The fresh juice of common eating apples is paired with dry cider apples to bring you a bold and unique drinking experience. ABV: 5.5% Package: Bottles only Availability: Year-round, beginning in March

Firestone Walker CansFirestone Walker Brewing Company is set to release its first-ever canned beers, with Union Jack IPA (an aggressively hopped West Coast-style IPA), Easy Jack

IPA (a devilishly drinkable, unfiltered pale ale) and Pivo Hoppy Pils (a German-style pilsner with an American hop kick) all being introduced in

12 oz. six packs this spring! “We could have rushed into canning a few years ago, but we wanted the timing to be right,” said brewery co-proprietor David Walker. “The market for canned craft beer is now hitting its stride, and canning technology has come a long way in a short period.” Brewmaster Matt Brynildson adds, “I think there are advantages to both cans and bottles. Cans do a great job of blocking UV light and maintaining a great seal, but on top of that they’re just fun. They’re light and they carry anywhere.” Availability: March

Oskar Blues PINNER Throwback IPAOskar Blues has added PINNER Throwback IPA to their year-round lineup of beers in 12 oz. cans and on draft. Coming in at 4.9% ABV and 35 IBUs, this drinkable IPA

uses several varieties of hops to target the ever-evolving

flavor. With tropical fruits, citrus juices, pineapple and spice berry up front

in the aroma and flavor, the biscuit &

toasted bread at the back balance out all the hops and make

a great finish to go on to your next can of PINNER. It’s the perfect beer for a little sip, sip, give. To put it bluntly, PINNER will be the lowest year-round ABV beer to blaze out of Oskar Blues’ brewhouses. In addition, CANundrum will now include the iconic Dale’s Pale Ale, the crisp Mama’s Little Yella Pils, the peaty smooth Old Chub Scotch Ale, and the 4.9% percent ABV PINNER IPA.

“Many things contribute to flavor in beer, and with Pinner it’s a focus on hops and malt – with a considerable nod to the hops,” says Oskar Blues Colorado head brewer, Tim Matthews. “With the lower ABV, layers of flavor build on one another – with one sip citrus, the next sip pineapple, next sip papaya, next sip passion fruit, next sip toasted bread – and then on to the next pint.” ABV: 4.9% Package: Cans only Availability: Now, year-round

Oskar Blues CANundrum Now With PinnerIn addition to Dale’s Pale Ale, Mama’s Little Yella Pils, and Old Chub Scotch Ale, the Oskar Blues variety pack now includes the brewery’s newest offering, Pinner Throwback IPA! This drinkable IPA uses several varieties of hops to target the ever-evolving flavor. With tropical fruits, citrus juices, pineapple and spice berry up front in the aroma and flavor, the biscuit and toasted bread at the back balance out all the hops and make a great finish. It’s the perfect beer for a little sip, sip, give. Availability: Now, year-round

Borderlands Horchata Cream Ale

Borderlands Horchata Cream Ale is influenced by the unique, delicious flavor of the Southwest’s favorite soft drink - Horchata! Made with flaked rice and wheat to provide the creamy body and crisp flavor, this specialty beer is spiced with genuine ceylon cinnamon and Mexican vanilla. It’s a perfect pairing to any dish. ABV: 7.0% Package: Draught only Availability: Now, year-round

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NewPRODUCTS

The New Victoria Can150 years of tradition and pride are now available in a can! The new Victoria can will arrive this spring, just in time to celebrate 150 years of progress. Capture a larger share of the total Hispanic market by offering the brand-new, beautifully designed can in your store. A great price point will drive momentum, but the great quality and taste of Victoria remains the same. Carrying both the cans and bottles of Victoria will drive sales and increase profits year round. Availability: Now, year-round

Lost Coast Sharkinator White IPASharkinator is the hip brother of Great White. Well, maybe hop brother would be a better description. Sharkinator is Lost Coast’s Great White taken to the next level by dry hopping it with Cascade, Crystal, Chinook and Citra hops, providing a wonderful citrus aroma and refreshing hoppy flavor. This is a Session IPA, grab some friends and drink all you want, they’ll make more! ABV: 4.8% Packages: Bottles and draught Availability: Now, year-round

Tecate DiabloTecate, the one and only, authentic Cerveza “con Caracter” for real “Hombres”, proudly introduces the Tecate Michelada Diablo: the authentic Mexican beer mix of Tecate with the Michelada flavors of tomato, salt, chili pepper, and other spices. Diablo appeals to 21-34 year old Mexican males, who are more traditionally minded, both Spanish speaking and bilingual. Consumers will choose Diablo because it is the most authentic and bold Mexican beer mix in the market. Package: Cans only Availability: Now!

The New Corona CanThe Corona Bottle has long been an icon of carefree enjoyment. In 2015, Corona is re-launching its cans to bring the bottle’s essence to the can format. With a bold new Corona Extra can design, refreshed packaging for Corona Extra and Corona Light, and new Corona 24 pack cans, Corona is opening a huge opportunity for retailers. Robust advertising support including English and Spanish TV as well as digital and out-of-home marketing will make the Corona can re-launch the biggest product launch in Constellation history! Availability: Now, year-round

Green Flash Hop Odyssey Series 2015

Green Flash has kicked off their 3rd annual Hop Odyssey series – a national beer program which focuses on exploring new hop varietals, fresh combinations and innovative brewing methods. This year’s series is an in-depth look at Green Flash Brewmaster, Chuck Silva’s intimate relationship with hops from farm to fermenter – showcasing his approach to selection based on hop-provenance

and terroir. By using flavor-forward ingredients, Hop Odyssey 2015 is comprised of three Session IPAs that deliver an unmatched balance of complexity, each with an identical malt base to best highlight the flavors from the featured hops. Green Flash is elevating expectations within the session category, enticing craft beer lovers to embark on an epic journey of the senses with ales to go the distance. First up is Mosaic Session IPA. This bold hop has notable characteristics from its parentage of Simcoe and Nugget hops, but Mosaic creates a unique and complex floral, tropical and fruity blend with earthy characteristics. Mosaic also imparts blueberry and other dark berry notes to the beer. ABV: 4.5% Packages: Bottles and draught Availability: Now!

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NewPRODUCTSPalm Breeze

Say hello to refreshing, sparkling sales with Palm Breeze, the newest beverage line from Mike’s Hard Lemonade Co.! Palm Breeze, a sparkling alcohol spritz, is a light, more refreshing style of flavored malt beverage, debuting this spring in two tropical flavors – Ruby Red Citrus and Pineapple

Mandarin Orange, Palm Breeze has a hint more carbonation than a traditional FMB and is very drinkable at 4.5% ABV.

“Palm Breeze is the biggest new innovation launch since original Mike’s Hard Lemonade entered the U.S. market in 1999,” says Mike’s President, Phil Rosse. “This is a proven concept in Canada where the brand is the largest FMB in the country, selling 2 million cases annually in a market one tenth the size of the United States.”

“Palm Breeze is going to target millennial women directly by offering them a delicious, flavorful product they can enjoy,” says SVP of Sales, Brian Smith. “We have strong execution plans in place and the support of the country’s largest retailers. The sky’s the limit on this brand’s potential.”

In addition to positioning Palm Breeze to appeal to millennial women, Mike’s is also capitalizing on “white space” in the aisle with tropical flavors. These unique flavor combinations will appeal to twenty-something women and offer them a taste like no other brand on the shelves. Both flavors will be sold nationally in 6 packs of 12 oz. cans this spring.

Palm Breeze Ruby Red Citrus This sparkling spritz has a fresh picked grapefruit aroma and a crisp, very light and refreshing taste. The additional carbonation adds a bit of zip to the flavor and a dry finish. ABV: 4.5% Package: 12 oz. cans only Availability: Now, year-round

Palm Breeze Pineapple Mandarin Orange With a fragrant aroma and taste of pineapples and oranges, this sparkling beverage is clean and refreshing. ABV: 4.5% Package: 12 oz. cans only Availability: Now, year-round

Mike’s Hard Fridge Packs Mike’s is best enjoyed fridg-ed cold and Mike’s Fridge Packs are the perfect fit! Available in the sweet and refreshing, Mike’s Hard Lemonade and the patriotic Flavors of America Party Pack that includes: Hard Lemonade, Hard Black Cherry Lemonade, Hard Peach Lemonade and Apple Ale, the convenient 12 oz. can packs are perfect for all of your warm weather festivities. Availability: Year-round, beginning in March

SeasonalSELECTIONS

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When Demand Exceeds Supply

Many of our craft seasonal and specialty releases are available in limited or extremely limited quantities. Breweries only produce a certain amount of their specialty beers and Finley does all they can to get as much product as possible. In addition, this publication 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.

Please feel free to discuss seasonal selections with your Route Manager. If an item is out of stock, they will be able to offer similar suggestions.

SanTan Mr. PineappleThis spring, the highly anticipated return of Mr. Pineapple Wheat Beer will quench the thirst of countless fans! SanTan Brewing Founder & Brewmaster, Anthony Canecchia said: “Our goal is for Mr. Pineapple to become Arizona’s official beer of spring, summer or ANY occasion that calls for a delicious, balanced, and refreshing brew!!”

The award-winning beer which won a Silver medal at the prestigious Great American Beer Festival, began as a small batch that the brewers were experimenting with. It was conceived for SanTan’s annual Luau Day. Fresh Rainforest Alliance Certified pineapple juice is added during post fermentation to bring a refreshing tropical flavor to this lightly fruity ale! The pineapple is balanced with a firm malt character and a slight hint of clove. Mr. Pineapple is the perfect way to beat the heat on a sunny day as its refreshing and effervescent characteristics exemplify the Southwestern Style Ales that SanTan Brewing is known for. Craft beer fans can find Mr. Pineapple at the nearest store by visiting SanTanBeerFinder.com. SanTan Brewing Company is proudly based in Chandler, Arizona. ABV: 5% Packages: Cans and draught Availability: Now!

Oskar Blues GUBNAEach year GUBNA takes on a personality of its own. Oskar Blues seek out the most exciting and best available hops from each individual season to create a potent and complex Imperial IPA. GUBNA is packed with Rye and North American Pale Malt and accented with Munich Malt to give a spicy and flavorful backbone to support loads of kettle hops driving the IBUs to triple digits. Cracking open a GUBNA and comparing it to the hop choices of the last year is half the fun, enjoying the beer itself is the other half! ABV: 10.0% Packages: Cans and draught Availability: Limited quantities in April

Abita Lemon WheatLemon Wheat is a crisp, refreshing beer made with lemon peel for a fresh citrus taste and aroma. This unfiltered brew has a hazy, golden color and is made with lager and wheat malts, Centennial hops and Biere de Garde yeast. This brew is an excellent choice with salads, shrimp and lobster. ABV: 4.4% Packages: Bottles and limited draught Availability: May

Abita Seersucker Summer Pils Seersucker Summer Pils is crisp and cool like its namesake. This traditional pilsner, made with pilsner and Carapils malts and German Tradition and Spalt hops, has a full-bodied malt flavor and hop bitterness with a light golden color. Try it with grilled chicken, salmon or garden salads. It is also a refreshing choice with spicier dishes, like Mexican food and most Asian cuisine. ABV: 4.8% Packages: Bottles and limited draught Availability: May

Magic Hat Stealin’ TimeA summer fling ...with a zing! Stealin’ Time is a hazy summer sipper that will while away the days with a light malt sweetness, balanced by hops and a pinch of ginger! ABV: 5.5% Package: Bottles only Availability: May

SeasonalSELECTIONS

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New Belgium Skinny DipMany moons have waxed and waned since Skinny Dip last graced the shelves of local C-stores and tap lineups! It was/is a great beer, flavorful and easy on the waist line. Skinny Dip is a full-bodied, figure-friendly tribute to the lightly attired summer months. Bright Cascade hops and peach juice frolic with bready malts for a crisp sip as invigorating as a frothy dip. ABV: 4.2% Packages: 12 oz. bottles and draught Availability: April

New Belgium Hop Tart (Hop Kitchen Series)

What’s hoppy, sour and tropical all in the same sip? The surprisingly sessionable Hop Tart. This easy drinker blends Belgian pale malt from the Colorado Malting Company with biting lactobacillus for a slight hint of sourness that propels bursts of passion fruit, guava, and pineapple, courtesy of hefty Nelson Sauvin, Galaxy, and experimental hop 522 dry hopping. This Hop Kitchen

release offers a new spin on American sour ales. ABV: 5.0% Package: Draught only Availability: June

New Belgium Pear Ginger Beer (Lips of Faith Series)

An update to a Victorian-era ginger beer with whimsical additions of pear and lemon peel, creating a zesty, invigorating summer sipper crafted for beer glasses and mixologists’ cocktail shakers alike. Warming, spicy ginger punctuates a lively wash of sunny

lemon, pear and bready white wheat for a sip that starts sweet, but finishes with just the right amount of heat. Drink it straight no chaser, or put a new spin on a classic gimlet- either way, shake it up this season with Pear Ginger Beer. ABV: 7.0% Package: 22 oz bottles and draught Available: May

The Lost Abbey Framboise de AmorosaFramboise de Amorosa was The Lost Abbey’s first foray into the world of raspberry beers. Beginning with a batch of Lost and Found, Framboise de Amorosa is aged in red wine barrels for over a year, being spiked with raspberries on three separate occasions. This ale starts sweet and has a long sour finish, while the back end pulls some interesting oak characters. ABV: 7% Package: 12.7 oz. cork-finished bottles only Availability: Limited quantities in April

Port Brewing Anniversary AleThis massively hopped, strong IPA is brewed in celebration of Port Brewing’s anniversary each year. Brewed with Columbus, Amarillo and Simcoe hops and dry-hopped with Columbus, Amarillo and Citra, Anniversary Ale has an intensely hoppy body with fresh tones of pine and citrus. This seasonal release is sure to please any hop head. ABV: 10% Packages: 22 oz. bottles and draught Availability: Limited quantities in May

Big Sky Heavy Horse Scotch AleHeavy Horse Scotch Ale is a full-bodied, full-flavored ale that is deep garnet red in color, with a dense, creamy head. Heavy Horse is fermented at a lower temperature and the water is softened to be closer to that found in Scotland. Smooth and easy to drink, the limited quantities will be gone quickly! ABV: 6.7% Packages: Bottles and draught Availability: March

SeasonalSELECTIONS

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Shiner Prickly Pear This unique summer seasonal offers the perfect relief from summer’s intense heat. The fruit of the

prickly pear, a cactus native to the brewery’s landscape, blends wonderfully with Citra and U.S. Golding hops for a tart, citrusy flavor and floral aroma that’s unlike any other

summer lager. It’s a crisp and refreshing alternative to drinking from the hose. ABV: 4.9% Package: bottles only Availability: March

Great Divide RumbleRumble is an American IPA with subtle nuance. Brewed with heavy handed additions of Pacific Northwest hops, this beer is gently aged on French and American oak, resulting in a wonderful balance of bitterness, caramel sweetness, vanilla, and undertones of pine and citrus. Very inspiring. ABV: 7.1% Packages: Bottles and draught Availability: April

Great Divide Chocolate Oak Aged YetiChocolate Oak Aged Yeti is another revered incarnation of Great Divide’s legendary imperial stout. They toned down the hops a bit to allow cocoa nibs to contribute some pleasing bitterness, while vanilla notes from the oak combine with the cocoa to create an aroma and flavor akin to a gourmet chocolate bar. A dash of cayenne keeps things lively, adding just a bit of heat to the finish. Another great Yeti? Hell yes. ABV: 9.5% Packages: 22 oz. bottles and draught Availability: April

Mike’s Harder Dragon Fruit Lemonade Mike’s Harder Dragon Fruit Lemonade is crisp, light and refreshing with a very balanced taste of berries, dragon fruit and ripe cherries. The newest seasonal in the Mike’s Harder lineup is available in four different collectible cans! ABV: 8% Package: 16 oz. cans only Availability: April

Shiner Ruby RedbirdThis crisp, refreshing beer is made with Texas Ruby Red grapefruit, the signature citrus of the Rio Grande

Valley. Tartness from the grapefruit juice and a delightful kick frm the ginger combine for a taste that’s perfect anytime of year. Its deep gold color and full body come from

pure Munich malt and Mt. Hood, Citra and Cascade hops balance the flavor well. ABV: 4.01% Package: Bottles only Availability: Now!

Woodchuck Summer TimeNew look, same great cider! Summer time is the perfect time for sipping cider. Woodchuck Summer Time delivers a crisp apple cider topped off with a touch of blueberry juice. This cider was crafted to be as refreshing as a summer day is long. ABV: 5% Packages: Bottles and draught Availability: March

SeasonalSELECTIONS

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Coors Light Citrus RadlerCoors Light Citrus Radler is the first American light lager seasonal. It is the World’s Most Refreshing Beer™ combined with a blend of natural citrus flavors, creating a beer that is perfect for summer. Kick off the summer season with Coors Light Citrus Radler! ABV: 4.2% Package: Cans only Availability: March

Green Flash Road WarriorRoad Warrior is not the standard summer release, but it offers craft beer lovers a quintessential occasion beer option that shirks craft’s current lawnmower beer craze. An Imperial Rye IPA, Road Warrior is a beer that is wholly satisfying for any season. While Road Warrior was named for the brand’s sales team this un-seasonable release honors every craft enthusiast who refuses to settle for a bland, uninspiring session brew. ABV: 9% Packages: Bottles and draught Availability: May

Strongbow Variety PackThis spring, discover a variety of refreshing Strongbow flavors,

including: Gold Apple, Honey & Apple and two exciting, new ciders, Red Berries and Ginger. Through eye-catching POS, shoppers will understand

exactly why Strongbow over ice is hard cider at its bestest.

Availability: Now!

Blue Moon Summer Honey WheatBlue Moon’s gold medal-winning summer seasonal is back for 2015! Summer Honey Wheat is a refreshing ale crafted with clover honey for a subtle hint of sweetness and balanced with a touch of orange peel. It pairs well with grilled summer fare like marinated chicken or pork with honey-mustard sauce. Try Summer Honey Wheat garnished with an orange or in a sugar-rimmed glass with signature Blue Moon orange sugar for an Artfully Crafted experience. Enjoy it before it’s gone for the season. ABV: 5.2% Packages: Bottles and draught Availability: May

Blue Moon Brewmaster’s Summer SamplerEnjoy all the flavors of summer with the Blue Moon Brewmaster’s Summer Sampler. Six Artfully Crafted varieties are available in this seasonal mix pack, including Blue Moon Belgian White Belgian-Style Wheat Ale, the summer seasonal Summer Honey Wheat, the new Cinnamon Horchata Ale, Expressionist Collection® beer Farmhouse Red Saison/Flanders-Style Ale, limited-release Blackberry Tart Ale and the new White IPA. Availability: April

Blue Moon Cinnamon Horchata AleBlue Moon Cinnamon Horchata Ale is crafted with natural long-grain rice and a taste of cinnamon for a subtle sweetness and a smooth, creamy finish. It is unfiltered for depth of flavor and a unique, hazy appearance. This beer pairs well with semisoft cheeses, vanilla and custard desserts, crepes with apples or anything with chocolate. ABV: 5.5% Package: Bottles only Availability: Now!

Oskar Blues Dale’s Pale AleThis voluminously hopped mutha delivers a hoppy nose and assertive-but-balanced flavors of pale malts and citrusy floral hops from start to finish. Oskar Blues launched its canning ops in 2002, brewing and hand-canning Dale’s Pale Ale in the Lyons, Colorado brewpub. America’s first craft-canned mountain Pale is a hearty, critically acclaimed trailblazer that changed the way craft beer fiends perceive portable beer. ABS: 6.5%

Papago Orange Blossom AlePapago Brewing Company’s most popular beer, Orange Blossom Ale is a light wheat ale that starts out with hints of bright citrus and ends with a creamy vanilla finish. Served tall with a fresh orange slice, Orange Blossom is the perfect relief from the Arizona heat. ABV: 5%

SanTan Sunspot GoldSunspot Golden Ale is a traditional blonde ale showcasing light flavor, deep, rich golden color and a delicious crisp finish. Brewed with light amounts of hops and American pale barley, Sunspot Gold has a delicate hop character. The Brewers say they were just looking for something to go great with pizza! ABV: 5.1%

Bell’s Two Hearted Ale Bell’s Two Hearted Ale is defined by its intense hop aroma and malt balance. Hopped exclusively with the Centennial hop varietal from the Pacific Northwest, massive additions in the kettle and again in the fermenter lend their characteristic grapefruit and pine

resin aromas. A significant malt body balances this hop presence; together with the signature fruity aromas of Bell’s house yeast, this leads to a remarkably drinkable American-style India Pale Ale. ABV: 7.0%

Big Sky Scape Goat Pale AleScape Goat is Big Sky’s example of a classic British pale ale with a Montana flair. East Kent Golding and Crystal hops are combined to produce a thirst-quenching beer with citrus undertones. Simply put, Scape Goat is crisp and easy to drink. This beer is great for those hot summer days or for any time of year. ABV: 5.0%

Dos Equis LagerA crisp, refreshing, light-bodied, malt-

flavored beer with a well-balanced finish, Dos Equis is a lager that drinks

like a pilsner. A liquid embodiment of living life to the fullest, this lager is made from pure spring water and the choicest hops. A beer with such good taste, it’s chosen you to drink it. ABV: 4.3%

New Belgium SnapshotSnap! You just captured an unfiltered wheat beer full of refreshment and a flash of tart at the finish. Smile-inducing aromas of citrus hops jump from the nose, accompanied by the sweetness of coriander and grains of paradise. Brewed with wheat and pale malt, Snapshot pours a hazy, lemon-yellow with bright-white lacing. But the real enticement is the snap of tart. New Belgium’s affinity for sour beers led to the in-process blending of lactobacillus to pucker up Snapshot’s base. An extra step to acidify and beautify and get this beer ready for its close up. ABV: 5.0%

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Available Year-Round PERFECT FOR THE SEASON

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Programs

Corona de Mayo Cinco de Mayo is quickly approaching, which means it’s time to meet your amigos for some chips and guac, big laughs and of course, a few Coronas – the cerveza for all Cinco fiestas. In 2015, Corona will present an all new, 360° campaign to enhance the festivities and encourage friends to get out and celebrate Corona de Mayo together. The new campaign includes vibrant, thematic POS, an all-new national TV spot with increased media support and the first ever Cinco digital campaign to drive awareness and bring in new Corona drinkers leading up to the brand’s most ownable holiday. With Cinco falling on a Tuesday in 2015, on-premise accounts can start the Cinco celebration sooner and have it last longer with cinco days of Cinco events and activities throughout the weekend!

Celebrate Cinco de Mayo with Modelo EspecialIn 2015, Modelo Especial is launching a new festive look inspired by iconic cues bringing forth the authenticity of the brand. The all new festive POS and merchandise invites consumers to celebrate with the authentic lager. Over the past four years, Modelo Especial has grown 11.6 million cases, outpacing the competition by 6.6 million cases, and continues to lead the growth at Cinco!

Corona Light on Tour with Kenny ChesneyJoin Corona Light and Kenny Chesney for their biggest promotion ever when the #1 selling tour in North America over the past decade teams up with the #1 selling import light beer in the U.S. The program includes an all-new national TV spot featuring Kenny Chesney, a Facebook campaign that includes a chance to win a trip to Miami for an exclusive Kenny Chesney concert, an all-new suite of POS materials and 360° marketing support. The tour hits Phoenix on April 29, 2015.

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Programs

Coors Light Wednesday Night Rivalries

Tune in to the NBC® Sports network on Wednesday nights in March and April for NHL® Wednesday Night Rivalry® games sponsored by Coors Light, the Official Beer of the NHL.

Celebrate Blue Moon Belgian White Belgian-Style Wheat Ale’s 20th AnniversaryThe 20th anniversary of Blue Moon Belgian White is this summer, but Blue Moon is kicking off the celebration early! From April through June, invite consumers to join in the festivities by getting their hands on complimentary 20th Anniversary glassware. Artfully Crafted point of sale will direct consumers to BlueMoonGlassware.com where they can receive two, limited-edition 16 oz. pilsner glasses for just $5 for shipping and handling, while supplies last!

Coors Light March for Adventure

This March, Coors Light will be sending a winner and three

friends to Indianapolis for a three-night weekend starting on April 4, 2015. Winners of this national promotion will be awarded a Silver

Pass with flight and hotel to fuel their March for

Adventure. Fans just have to follow @CoorsLight, and Tweet

using #SilverPassEntry from March 2nd to the 27th for a chance to win!

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ProgramsBring Summer to Life with HeinekenHeineken believes that true insiders never simply let things happen, rather they make the most of every moment, wherever and whenever that may be. This summer, Heineken is inspiring consumers to discover and share unique experiences each time they interact with the beer, whether in-store, at a bar or going about their day.

From Memorial Day through Labor Day, all Heineken Lager, Light, Dark and limited-edition Cities of the World bottles can be scanned using an augmented reality (AR) app: Blippar. With each product scan, shoppers can enter a sweepstakes to win a grand-

prize trip to be an “insider” of the city of their choice (one of 14 featured Heineken cities), as well as other occasion-relevant prizes.

With the app, consumers can virtually customize their bottles, share what’s cool around them, discover a variety of savings, and more. When they choose Heineken, they can bring summer to life… anywhere.

Cities include New York, Las Vegas, Honolulu, Los Angeles, San Francisco, Miami, Chicago, Boston, Atlanta, Amsterdam, Rio de Janeiro, Tokyo, Mexico City and Cape Town.

Mike’s Hard Lemonade Partners with The Boot Campaign Mike’s Hard Lemonade has partnered with The Boot Campaign, an amazing organization whose mission is to promote patriotism for America and our military community, raise awareness of the unique challenges

service members face during & post-service and provide assistance to military personnel, past and present, and their families. Mike’s will donate $0.25 per Fridge Pack sold, up to $125,000, to this extremely worthy cause!

Oskar Blues Go Fish YourselfFrom now through April, Oskar Blues and Fly Fishing Film Tour are offering one lucky winner and a guest, an all-expense paid, fly fishing trip to Catalina Island, CA! The trip includes three nights in sunny southern California and two days of fly fishing in some of the most unique and pristine saltwater on the West Coast with preeminent guide, Captain Vaughn Podmore from Salty Fly Guide Service. VIP treatment throughout the trip includes an endless supply of Oskar Blues beer in addition to some sweet swag from Temple Fork Outfitters, Cheeky Fly Fishing, Fishpond, YETI Coolers and the Fly Fishing Film Tour. Specially marked cans of Oskar Blues as well as POS and social media will guide people to flyfilmtour.com/gfy/ to enter to win this awesome trip.

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RetailEDGEMarketing Planning By George Latella

George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major at Saint Joe’s, recently celebrated its 50th anniversary. Latella is also a partner in Beacon Marketing Group which provides marketing planning, research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at glatella@sju.edu or 610-660-2254.

With the Big Game behind us and spring around the corner, it’s a great time to start your planning process. You may have heard the sayings, “If you fail to plan, you plan to fail” or, “Plan your work and work your plan.” But what do they really mean? Many of you reading this may not have a plan. Planning does not insure success, but it does greatly improve your odds of being in business for a long time.

The model that I use for marketing planning, regardless of the size or type of business, is as follows:

The first step in the planning process is to analyze the external environment. These are the things that are outside of your control, but can significantly impact your business in both a positive and negative way. Typically, we start with a lengthy discussion of the following areas and work with our clients to identify the extent to which they impact their business.

What is happening in the political arena? Does a particular party or person help or hurt what you are trying to do?

Are there any legal rulings on the horizon? This could be specific to alcohol or things like zoning, parking, lawsuits that impact retailers, distributors, restaurants etc.

Is the economy improving or declining? How does your company perform in either situation?

What are the social trends? Social Media, texting, eat-in versus take-out, buying local, food trucks, BYOBs, cans vs. bottles vs. draught, drinking with friends vs. drinking alone and so on.

How does technology impact your business? Think smart phones, e-commerce, POS systems, tablets, equipment, delivery trucks, GPS etc.

Competitive analysis is next. We guide our clients through an exercise to identify and evaluate direct and indirect competitors. Don’t just think about the ones that

look and act like you do. How do they compete? Where are they strong? Do they have a weakness?

Next, turn your focus to the internal environment. These are controllable factors.

What is your company all about? (Brands, categories, services offered)

How is your management team set up?

Who are your current heavy users? (Primary target market)

How is your product/brand currently positioned to the target market?

Evaluate your current strategy and marketing mix. Be critical!

This helps identify what your company/product has to offer. It should also identify whether or not your company is successful and/or has fluctuations in demand which might require promotional assistance.

Finally, we help perform a SWOT analysis. This identifies the strengths and weaknesses as well as opportunities and threats that come out of external, internal and competitive analysis. If you can put one of your strengths against a competitor’s weakness, you will generally be very successful. Similarly, if you can improve upon or eliminate a weakness, that gives your competition one less way to attack you.

At this point, you have the framework or outline for a marketing plan. You can develop your product, price, promotion and distribution strategies & tactics and start the game. This is something you can do yourself if you have the time and expertise or have someone help with this process. “Plan your work and work your plan!”

Recently I read a Facebook post complaining about a certain Double IPA because it was not a “Hop Bomb.” The poster did not

think it deserved to be called a Double IPA. I asked why that was and received no response. Apparently there is a common thought process that Double, or Imperial as they are sometimes called, must be over the top with extreme flavor on one end of the taste spectrum or the other in order to be good representations of the style. Of course this notion

is foolish, but it got me wondering how many of our transitioning beer drinkers are being led down the wrong path because of this belief.

The key word in brewing is, and always has been, balance. Balance between hops and malt; balance between bitter and sweet, balance between ABV and carbonation. To my way of thinking it is this balance that makes a beer memorable. Don’t get me wrong, every once in a while a big explosion of hops is warranted and enjoyed, but as a rule, I look for balance. Balance doesn’t mean every beer tastes the same. The use of different ingredients in different proportions will ensure that doesn’t happen. Nor does it mean that every style should have the same balance. For example, an IPA will have more perceived bitterness than a stout. It just means that there should be a nice mix between the flavors.

I make mention of perceived bitterness because there is a

difference between actual bitterness and perceived. International Bittering Units are used to measure bitterness in a beer. The IBU number is derived by calculations based on the alpha acids in the hops used and that calculation gives a theoretical IBU number which is what most brewers report when they give the IBUs for their beer. However, the chemical processes in brewing will lower that theoretical IBU number, sometimes substantially, leaving a much lower actual IBU number in the finished product. But that is an entirely different article.

The idea of balance came about because the malted grains first used

malt used, which provides the higher alcohol content, is matched by the additional hops (providing higher IBU numbers), which in turn creates an overall more balanced beer…sometimes with a sweetness not anticipated due to the inability of the brewing process to accommodate all the additional hop bitterness. Sometimes these beers will be dry hopped to provide extra hop aroma, tricking your taste buds into believing the beer is more bitter than it is.

I could go on, but the upshot of all this is to recognize that unbalanced beers, while sometimes enjoyable, are not necessarily the better made

“…to this day, hops remain the primary method of providing balance to the sweetness of the malt.”

product; nor are they the best representation of a style. A well-constructed beer will have a better balance between flavors and will provide an overall better drinking experience.

in brewing created a beer far too sweet to be enjoyable. Initially, herbs were used to provide a counterpoint to the sweetness. Ginger, mint, saffron, myrtle and a host of other herbs were used. Eventually, the use of hops was adopted and to this day, hops remain the primary method of providing balance to the sweetness of the malt.

I mentioned the difference between an IPA and a stout earlier, and the interesting thing is that many stouts will actually have more IBUs than an IPA, yet the IPA will inevitably taste more hoppy. The reason is simple…there is so much sweet malt in the stout, that the extra hops only serve to balance the beer, the roasted malts provide any bitter flavor. An IPA, on the other hand, will use different malts which allow the hop flavor to come through, providing more perceived bitterness. The same is true of a well-balanced Double IPA. The extra

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The BeerGUYBeer BalanceBy Chuck Knoll

2104 S. Euclid Ave.Tucson, AZ 85713

Celebrate Dos de Mayo with Dos EquisFor Dos Equis drinkers, Cinco de Mayo has always been a time to celebrate in unique ways with a more interesting beer. Because Cinco falls on a Tuesday this year, Dos Equis wants to help start the party early with Dos de Mayo, on Saturday, May 2nd.

At retail, in-store displays will leverage one-of-a-kind Cinco-themed artwork that will attract shoppers’ attention and influence purchase. In the on-premise, accounts will be dressed with visually engaging Dos de Mayo POS elements, and consumers will receive authentic Cinco party items to celebrate.

This year, Cinco celebrations start with Dos de Mayo!

Tecate Light: The Bold Light Beer That Gets YouThis spring, Tecate Light is connecting with Mexican Americans by bringing their duality to life. Tecate Light understands that its Hispanic American consumer is sometimes considered the American among Hispanics and the Hispanic among Americans.

At retail, innovative and cleanly designed POS will connect with bicultural shoppers through messaging that addresses the duality of their occasions. In-store and social media will provide the opportunity for consumers to win a trip to Playa del Carmen, Mexico, and Tecate Light “Hecho en Mexico, Raised in America” swag. Through cross-merchandising partnerships, Tecate Light will provide the tools to elevate the party experience.

Get the bold light beer that gets you!