Heady Times Holiday 2017

Holiday 2017 | V.96

ORIGLIO BEVERAGE

COLBY

CHANDLER

BALLA ST

POINT

BREWING

Delivering Excellence Seasonals Rethinking Retail New Products Programs C O P P E R TA I L B R E W I N G C O M PA N Y | H O L I D AY S E L E C T I O N S | S H E L F S E T S F O R S I N G L E - S E R V E

Letter toTHE TRADE It’s the Most Wonderful Time of the Year

D

O YOU KNOW WHY THE DAY AFTER THANKSGIVING IS CALLED Black Friday? The phrase was coined by retailers whose balance sheet for the year was in the red. So from that day until the end of the year, retailers hoped sales would improve, getting them out of the red and into the black.

All of us at Origlio are committed to helping you maximize sales. And there is plenty of time for you to make changes to the layout of your store and rethink the assortment of products you carry to make these last few months of 2017 the most wonderful time of the year.

OK, I know what you’re thinking. “Thanks for the advice, Dominic. But that’s easier said than done. There are only so many hours in a day.”

I’m not much of a shopper. And because I have a warehouse full of the best beers in the world, I’m not a typical consumer either. So I dialed up a friend of mine, his name is George Ward, who is both a frequent visitor to PA and the Director of Off-Premise National Accounts for Sam Adams. I asked George a few questions: What should a busy retailer focus on when trying to make changes?

And, is there any advantage to being a beer-only retailer in our state?

Here are a few things George had to say…

• T here are advantages PA retailers can leverage to compete against chains.

With personalized customer service and a well-organized, easily shoppable store, independents can absolutely compete. Across the country, chains tend to offer too much of everything. By offering a good selection of beer in a clean, well-organized space, with employees who can help customers make choices, independents can thrive. Add competitive pricing & a good location and you have a formula for success.

•N ow is the time to think about what you want to sell and how to best merchandise those items for the holidays. Fewer items are better. That does not mean variety isn’t important. It just means giving the right kind of focus to big sellers and profitable items/packages. [Check out the shelf set template on page 25, which will help you curate your product assortment.]

•A s for selection, focus on what sells (the items that drive profit and volume for you) and what you know your customers want. Ask your Origlio representative for the best sellers. Read some local beer publications and visit local bars to understand what’s hot.

• Brand sets sell more product than style sets. Beer is still a brand-driven category.

The only beer style that drinkers clamor for is IPA, and that is still a limited audience. Brand sets work. They are easy to shop and easier to merchandise.

•P ay attention to trends but don’t be a slave to them. A retailer needs to anticipate what their customers may like, and provide it. This drives loyalty and customer satisfaction.

In This ISSUE Delivering the Taste of Excellence ��������������� 1 Cover Story ������������������������� 2 Brewer Highlight ����������������� 4 Exton Beverage Co. ������������� 5 The Foodery Phoenixville ����� 6 New Products ��������������������� 7 Seasonal Selections ������������� 8 Available Year-Round Perfect for the Season ������� 18 Programs ������������������������� 19 Rethinking Retail �������������� 25 Web ordering is now available to all Origlio Beverage customers.

To place your beer order online, contact your Origlio sales rep today!

To receive weekly emails of upcoming releases from Origlio Beverage, please send your email address and the name of your account to socialmedia@origlio.com or text ORIGLIOBLAST to 22828.

I hope George Ward’s suggestions help make the next few months “the most wonderful time of the year” for your business.

I wish you all a happy holiday season and a successful New Year. All of us at Origlio Beverage are grateful for your business and we look forward to our continued partnership in 2018.

®

Sincerely,

Dominic Origlio President

Heady Times is published five times a year, courtesy of Origlio Beverage.

DeliveringTHE TASTE OF EXCELLENCE Find Out More About Origlio’s Employees Joe Bevan Delivery Service Representative

How long have you been with Origlio Beverage? 20 years and counting.

What area/s do you service? I service beer distributors, so I float around the five county territory. I could be serving any distributor on any given day.

How do you provide the best service to customers? I try my hardest to get orders to customers within their requested time windows. My goal is to provide an exceptional service experience.

What do you like to do when you’re not working? When I’m not at work, it’s all about my family and close friends, doing just about anything outdoors. Some of our go-to hobbies include fishing and kayaking.

If you could be anywhere, drinking any beer, where would you be and what beer would you have in your hand? I’d be on a yacht in the Caribbean, fishing and drinking a Dogfish Head 60 Minute.

Maria Hoesle Accounting Supervisor

How long have you been with Origlio Beverage? I can’t believe it, but my 32nd anniversary was on September 9th. During college I worked at a distributor that Origlio served, and continues to serve today. I was hired after I graduated, and have been here ever since.

What positions have you held within the company? I started in the office, maintaining daily log sheets for the sales department. I also reconciled the drivers’ paperwork and took orders over the phone. After several years, I accepted an Accounts Payable position. Currently, I am the Accounting Supervisor for the AP department.

What does your job entail? My team is responsible for paying all the bills for the company, as well as reconciling daily beer receipts from our numerous suppliers.

My job is to make sure the process runs smoothly and all deadlines are met.

What do you like most about your job? The people. You couldn’t ask for a harder working or friendlier group. We work together very efficiently to make sure the job is done right!

What does it take to be a top-notch Accounting Supervisor? Attention to detail. When handling finances, it’s necessary to cross all your T’s and dot your I’s.

What do you like to do when you’re not working? I enjoy visiting different areas of the city with my husband. We love to check out new bars and

restaurants, while meeting new people. I also like spending time with my boys and my golden retrievers, preferably at the shore or the mountains.

If you could be anywhere drinking any beer, where would you be and what beer would be in your hand? I would be at a beach, with my toes in the sand, enjoying a cold bottle of Coors Light.

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CoverSTORY Ballast Point: So Much More Than Sculpin

By Lew Bryson

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balanced and culinary way, and they still do small-scale, draught-only beers in their southern California facilities.

And that makes sense. Sculpin was the breakout beer for Ballast Point, the one that transformed them from a great local brewery to one whose beers were in demand across the country. It’s a great story, and one you can tell your customers to get them hooked on the big fish – Ballast Point’s entire portfolio.

Beyond Sculpin: The Victory at Sea Series

OU MAY THINK OF SAN DIEGO-BASED BALLAST POINT BREWING as the “Sculpin brewery,” and you’d have good reason. Sculpin – and Grapefruit Sculpin, Pineapple Sculpin, Habanero Sculpin and new Unfiltered Sculpin – blew up big in the past three years. People grabbed it in bottles and cans, drank it on draught, and talked about it all the time. People who were brand new to craft beer suddenly thought they knew everything about it. The only thing they really knew was that they liked Sculpin. They didn’t know anything about Ballast Point.

The Ballast Point Story Most craft brewers began as homebrewers. But the company that became Ballast Point, has its roots in the homebrewing business.

The brewery’s founders launched Home Brew Mart, a retail operation selling ingredients and equipment to homebrewers. It was a way they could make money to support their homebrewing “habit”. The store just celebrated its 25th year in September 2017. The brewery came four years later... and eight years later, in 2004, two Home Brew Mart employees helped their homebrew club win the Club Of The Year award in the National Homebrew Competition.

Those two employees, Doug Duffield and George Cataulin, brewed gold medal-winning beers, both in the IPA category, and when they looked at each other’s recipes, realized that they were strikingly similar. In 2005, Ballast Point specialty brewer Colby Chandler worked with them to meld the two recipes into one beer, one of the very first “juicy” IPAs, where the fruity notes of Simcoe and Amarillo hops came out over the typically bitter and piney hops of the West Coast style. Chandler created Sculpin as we know it today. It blew up, and everyone wanted it.

Ballast Point 2.0 That’s a good story in itself, but there are two very important additional pieces to it. First, it reminds us about what kind of brewery this is. It’s no secret that the folks at Constellation Brands, importers of Corona and other Mexican beers, spent big money to acquire Ballast Point. There was a willing buyer and willing sellers, who after more than 20 years in the business decided the time was right to move on.

“Hey, it’s the American dream,” Colby Chandler reminded an Australian journalist during a recent trip to the land down under. “Constellation wants to get great liquid to consumers. That helps the industry as a whole. As a brewer, that’s my goal, too.”

It’s worth reminding your customers that the brewery hasn’t really changed. Ballast Point is still experimenting with flavors, in a very 2

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And Chandler is still brewing beer. He makes two or three different brews every week at Ballast’s ‘R&D’ restaurant in San Diego’s Little Italy. The company may have been purchased, but it continues to stay fresh and open to new ideas.

Which brings up the second point: it’s a lot more than just Sculpin! Ballast Point has always had a full range of beers, from easydrinking session types like their Bonito Blonde and Even Keel Session IPA to IPAs like Sculpin and Manta Ray and big beers like Victory At Sea Imperial Porter.

Your approach with the customer could mirror the brewery’s approach to a new account: lead with Sculpin, establish the quality of the beer, and then follow up with beers for different occasions.

That’s why a few beers from Ballast Point should be of particular interest to you right now. One you probably already know: Victory At Sea (VAS) Imperial Porter. This hugely flavorful and light-denying dark beer accents the roasted coffee notes of dark malts with a cold-brewed addition of San Diego’s own Caffè Calabria coffee, and smooths it off with a hint of vanilla. It’s big, but like all Ballast Point beers, it’s balanced. The brewery suggests pushing this opaquely black beer hard at the Winter Solstice, December 21st, the “Darkest Day of the Year.” VAS may not be on your average customer’s radar, but if they like Sculpin, that’s a great intro to this huge glass of black thunder.

CoverSTORY Ballast Point: Selling the Portfolio Take your customers on a journey through the Ballast Point lineup. Begin with the Discovery series, then watch them trade up to the Flagship and Explorer series.

DISCOVERY And there are two flavor additions to Victory at Sea this year: Coconut and a Peanut Butter version (you know there are customers for that one!). These are fantastic beers – perfect for rich, celebratory holiday meals, from Halloween to Valentine’s Day.

Anchored by Fathom IPA and Bonito Blonde, these flavorful, lower ABV, attractively priced beers will “hook” customers on Ballast Point.

The Discovery Series

• Mango Even Keel Session IPA

Sculpin and VAS might be too much for some customers. As in too much flavor or maybe just too expensive. That’s why Ballast Point has a new Discovery series that includes beers from 4-6% ABV, with a more approachable flavor profile and a more affordable price point. These beers introduce customers to the brewery (or even to the craft category). There are familiar brands in the series, like Mango Even Keel, Bonito Blonde, and Longfin Lager, but there’s a new one, too: Fathom IPA.

• Longfin Lager

Fathom is the kind of beer even you might find yourselves going back to: a solid IPA. Not a flavored IPA, or a “juicy” IPA, not a double or a session IPA and not a cloudy “New England” IPA, Fathom is the kind of IPA the West Coast brewers built their identity on: bitter with a malt backbone, enveloped in a cloud of citrus and pine hops aroma. Classic stuff your customers may have yet to discover.

• Grapefruit Sculpin IPA

It’s All About the Beer

For those who dare to journey beyond IPAs, these beers are the brewery’s most innovative barrelaged and sour offerings.

Who owns a brewery should not be more important than who makes the beer, and how it tastes. It’s time to focus on the liquid.

That’s where Ballast Point shines. The brewery started with people who were all about making great beer and they still think that way.

They still run the Home Brew Mart and are very much connected to homebrewing.

Colby Chandler’s work is proof of that.

BTW – Complete with “Tasting Room & Kitchen”, Ballast Point’s new Daleville, Virginia brewery lets foodies and beer lovers experience the San Diego craft beer scene in the beautiful Blue Ridge Mountains.

• Fathom IPA • Bonito Blonde

• Rotating Seasonals • Ballast Point Variety Pack

FLAGSHIP Signature beers like Sculpin IPA epitomize craft beer at its best. And Ballast Point aficionados don’t mind spending a bit more for high quality brews.

• Sculpin IPA • Unfiltered Sculpin IPA • Manta Ray Double IPA • Rotating Seasonals • Sculpin Variety Pack

EXPLORER

• Sour Wench (year-round) Four Rotating Packages • Red Velvet Jan-Mar • Watermelon Dorado Apr-Jun • Pumpkin Down Jul-Oct • Victory at Sea Nov-Dec

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BrewerHIGHLIGHT Coppertail Brewing’s Casey Hughes Wants You to Weisse Up – Florida Style Metro Philadelphia is the only market outside of the Sunshine State where you can get Coppertail’s American, German & Belgian-inspired ales, not to mention its award-winning, flavor-forward, Florida Weisse beers.

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HEN CONTEMPLATING THE BEERS HE WOULD OFFER HIS customers this past summer at Philadelphia’s Uptown Beer Garden, Beverage Director Alex Bokulich reached out to folks at Pizza Boy, 2SP and Coppertail Brewing Company’s Casey Hughes.

Bokulich wanted to collaborate with local brewers on refreshing, exclusive beers that would complement the food on his menu. He picked up the phone, dialed area code 813 and got Hughes on the line.

Coppertail Brewing Company is located in Tampa, Florida – area code 813, which isn’t exactly local. But for 10 years, Hughes was the awardwinning Brewmaster for Cherry Hill’s Flying Fish Brewing Company.

During his Flying Fish tenure, he medaled twice at the Great American Beer Festival, earning a bronze for Hopfish Classic English-style Pale Ale and gold for Exit 4 American Trippel, which Men’s Journal magazine proclaimed in 2009 “Best Belgian-style Beer in America”.

If you didn’t make it to Uptown Beer Garden this summer, you really missed out. It was the only venue to serve Bokulich and Hughes’ collaboration, Coppertail Orange Creamsicle, a Florida Weisse finished with fresh Florida orange juice, orange zest and Madagascar vanilla beans. It’s the Popsicle the ice cream truck guy wished he could sell.

Thanks to Hughes’ ties to Philadelphia, your customers can experience Coppertail without hopping on a plane to Tampa.

Ten things you should know about Casey Hughes and Coppertail Brewing Company: 1. C oppertail makes beers that complement Florida’s climate and lifestyle. They are less sweet, more drinkable – make that super sessionable since many are only 3.5% ABV, so you can drink more than one on a hot day.

2. F lorida Weisse is a spin on Germany’s refreshing Berliner weisse, spiked with unusual combinations of local fruits and vegetables.

Coppertail Slam Piece, a weisse beer, won a silver medal at the GABF. 3. Only 10,000 barrels of Coppertail are brewed per year.

4. C oppertail’s four core brews are Free Dive (IPA), Unholy (American trippel), Night Swim (porter) and Wheat Stroke (American wheat ale).

5. “ Unholy is, in my opinion, an even better version of Exit Four American Trippel. We use a ‘sacrilegious’ amount of hops – hence the name Unholy.”

6. “ I get first crack at some experimental hops from folks I know who farm in the Pacific Northwest, so every three months I brew something new. The next one is called Hyperbolic.”

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7. “ If you missed out on Creamsicle, try our Purple Drink. It’s made with over 1,500 pounds of berries. Tart, dry and semi-sweet, it’s great with food and dessert. Even wine & cocktail drinkers love this beer. The four-pack is a good value considering all the top shelf ingredients we use.”

8. “ Whoops! is our next Florida Weisse. It’s made with cranberry and hibiscus. Rosé drinkers should give this one a try. It’s sweet-tart like a good rosé with enough acidity, making it great with food.”

9. “ Evan B. Harris does our art work. Our labels are fun, but with a dark side.

FYI: The coppertail on our logo is the sea monster that lives in Tampa Bay – a strange and fantastic creature that lurches beneath the surface.”

10. “ I love exploring unusual flavor combinations. For our third anniversary this year, we brewed a beer inspired by Cuban pastelito pastries called Guava Pastelitos. We served 32 different Florida Weisse beers at our anniversary party last August.”

Off-PremiseSPOTLIGHT Exton Beverage Co. As the beer industry landscape continues to change, Exton Beverage rolls with the punches to stay competitive.

“T

O BE A SUCCESSFUL DISTRIBUTOR OWNER THESE DAYS, YOU can’t be complacent,” says Greg Ramirez, owner of Exton Beverage.

“You have to change with the times. With grocery and convenience store competition, we have to offer customers what they want, in an environment where they feel comfortable. I’ve decided to take the curveball we’ve been thrown and hit a home run.”

Heady Times (HT): The laws governing the sale of beer in PA have changed dramatically. Are traditional distributors at a disadvantage?

Greg Ramirez (GR): Some folks say it’s more convenient to buy your beer and eggs in the same place, but I disagree. If people want the option of being in and out quickly, with short lines, a beer distributor is the place to buy. And if they want to browse, they can do so in a less crowded environment, with staff who are educated and happy to help them find whatever they are looking for.

And our pricing is competitive with grocery stores.

HT: What else have you done to stay competitive with grocery and convenience stores?

GR: Since the package laws have changed, we’ve made several changes to our layout. I felt the store needed a major facelift and I wanted to get away from the warehouse feel. It’s now a welcoming space to shop in.

To accommodate the new packages, we got rid of our pallet shelving and installed gondola or “retail” shelving, with both full case and 12-pack pricing posted for every product. We also dropped the ceiling, added LED lighting and had a 12-door cooler installed to house 6-packs and some 12-packs.

We’ve also added heating and air conditioning. The climate controlled environment encourages customers to shop a little longer. And it’s better for the beer. It’s no longer exposed to extreme temperature fluctuations.

But most importantly, we offer a tremendous variety. Our selection really wows customers. People are much more informed and serious about beer today. It’s so funny that it’s cool to be a geek these days.

HT: Is there a downside to selling such a large variety of beer?

GR: Yes… space. We have a very large store, but with 10 products, on average, coming in every week (seasonals included) it’s difficult to find the shelf space.

HT: How has the installation of your cooler changed your business?

Are single serves a viable package for distributors?

GR: Some customers are still surprised to see a distributor selling 6-packs! We made sure to put the cooler up front to catch their attention and single serves are displayed near the register for the same reason. The positioning has also helped with impulse purchases. I’m starting to see tried and true domestic drinkers pick up a 6-pack of craft – consumers of all types are exploring.

HT: What makes you stand out from other retailers the most?

GR: We have one of the largest selections of sixtels (nearly 300!) in the Philadelphia five county area.

Owner Greg Ramirez, surrounded by his vast selection of sixtels

HT: Wow! Why sixtels?

GR: Demand is high (Exton Beverage sells several hundred a month) and I think it’s a great package that not many distributors take advantage of. The first time I saw a sixtel, I knew they were ideal for home systems.

With 1/2 and 1/4 kegs, the beer loses some of its freshness because it’s not drunk fast enough. Sixtels are the perfect size to ensure freshness. In Chester County, beer meisters are staple appliances – like dishwashers – a ton of people have them. We also sell kegerators at the store, and for those who are interested, we are able to convert a single faucet system into a double or triple faucet tower.

HT: Do you use any technology to inform shoppers about your selection?

GR: They are listed on our website, which is updated every half hour, but we encourage customers to call for availability. In store, it’s even easier for customers to shop our extensive selection. An interactive, scrolling screen, which lists every sixtel in stock, complete with availability and pricing, is mounted on the wall. It’s linked to our POS system, so once a sixtel is purchased, the availability is updated in real time. Customers browse the list, choose which they want, and we’ll bring it out to their car. We’ve used the system for years and customers love it.

HT: What will you do in the future to remain a premiere destination beer store?

GR: I’d like to solidify my customer base and position the store for the long haul. To me that means understanding customers’ buying patterns and catering to them. The more outlets that begin selling beer, the more we need to evolve and roll with the changes to stay a viable option for consumers.

Extonbeverage.com • 310 East Lincoln Highway, Exton, PA 19341 • 610-363-7020 www.origlio.com HeadyTimes v.96

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On-PremiseSPOTLIGHT The Foodery Phoenixville The Foodery’s newest location brings a sweeping single-serve selection and customer service innovations to Phoenixville.

T

HE FOODERY BOTTLE SHOPS HAVE BEEN AN INSTITUTION IN Philadelphia ever since they first pioneered the mix-a-six concept (selecting six, single-serve beers for one personalized 6-pack) in the 80s. With five locations in the greater Philadelphia area, The Foodery has finally ventured out into the counties, opening their newest location in Phoenixville this past April.

Heady Times journeyed out to this bright and spacious Bridge Street bottle shop for a sit-down with manager Nikita Borovik. We discussed the changing landscape of single-serve, how different drinkers research beers and why this location might just be the most innovative Foodery yet.

Manager of The Foodery in Phoenixville, Nikita Borovik

Heady Times (HT): Some of your locations date back decades.

What’s the history of the Foodery organization?

Nikita Borovik (NB): Well, The Foodery is Philadelphia’s first bottle shop.

A lot of people don’t know that. The 10th and Pine location was the innovator. There was no place at the time that offered carry-out beer. So when a new owner took over that location, they decided to start carrying beer. It was small, but it packed a punch. Our 2nd Street location opened in 2002, then Roxborough, then the Corner Foodery. Now we’re here.

HT: How is this Foodery different from your other locations?

NB: Each Foodery caters to their own demographic. They’re all a little different. But a lot of the innovation we’re starting here is going to trickle down to the other locations over time. Our kiosk system is a great example. All throughout our store, customers are able to use the kiosks to search for beer and educate themselves on what’s in stock.

We’ve already rotated over 1900 beers at this location and we have 1400 in stock at any given time. Our goal is 1500, so we’re close.

That’s obviously a ton of beer, so the kiosk allows shoppers to look up the specific location of the desired beer in the store, read a commercial description of the item and see a picture. It helps them find what they’re looking for, even if they’re not exactly sure what they want to drink when they walk in the door.

HT: How have you seen the landscape for single serve change?

NB: We’re always trying to adapt to the changing beer culture. Right now it’s tough because the laws are changing so fast and we’re all trying to catch up. Different shoppers come in for different products, and now they have access to different packages, so it’s about catering to each of those individuals. Younger drinkers are used to doing research on their own, and figuring things out for themselves, so they’re the ones who gravitate to the kiosks. Our older shoppers like person to person contact. They also tend to come in knowing which specific beer they want to purchase.

our customers over to our draught area, where we have 17 taps, so they can try some free samples. This allows us to see where their palate stands. Through their likes and dislikes, we are able to narrow down which styles they prefer. We get Coors Light drinkers in here, but slowly we like to introduce them to different beers – open up their palates.

I’ll also say that our selection is second to none. We have a huge range, spanning from Yuengling to Heineken, to the rare releases that people line up out the door for. And we offer a ton of international selections – Belgian, Russian, Lithuanian.

Because of our size, we have a selection that other smaller stores aren’t able to stock. That and the knowledge of our amazing staff are what really sets us apart.

HT: What does The Foodery offer beer drinkers that they might not find at other bottle shops?

NB: We want to educate people. Each member of the staff has a style they enjoy and know a lot about. I’m into Belgian triples. We have someone else who loves ciders. We cover all our bases. We like to get Fooderybeer.com • 325 Bridge St, Phoenixville, PA • 610-933-1150 6

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NewPRODUCTS Prestige Lager Prestige is an American-style lager brewed with the finest ingredients. Utilizing natural hops, 2-row malt, quality yeast and crystal pure water, the end product is a deliciously refreshing, award-winning lager.

ABV: 5.6% Package: 12 oz. bottles only Availability: Now, year‑round

Smirnoff Spiked Sparkling Seltzer 12 Pack Cube The Smirnoff Spiked Sparkling Seltzer 12 Pack has been redesigned in a new cube pack, which now includes 4 flavors: Orange Mango, Cranberry Lime, Watermelon and new Berry Lemonade. All flavors have zero sugar, 1 gram of carbs, 90 calories and are crafted to remove gluten.

Availability: Now, year‑round

21st Amendment Blood Orange Brew Free! or Die 15 Packs Now available in 15 pack cans, Blood Orange Brew Free! is brewed like 21st Amendment’s original West Coast style Brew Free! or Die IPA, but with an abundance of fresh blood orange puree and a twist of citrusy hops. Availability: Now, year‑round

The New Look of PALM PALM got a makeover, complete with an updated bottle design! This sleek new look highlights the horses and communicates the beer’s refreshing taste. This follows Bavaria’s 20+ million dollar investment in the brewery in Steenhuffel to modernize the facilities. Check out the new look of PALM, available now!

Mike’s HARDER Brand Refresh New look, same HARDER – the #1 FMB single just became more awesome! This fall, all of Mike’s HARDER 16 oz. and 23.5 oz. cans got new packaging to go along with the brand’s new campaign and largest media spend to date. Changes include: bolder, high energy graphics that appeal to millennial male consumers, an enhanced flavor callout for shoppability and improved branding with a larger, diagonal logo to increase on-shelf visibility.

Green Flash GFB 19.2 oz. Cans In addition to 12 oz. bottles and draught, GFB is now available in 19.2 oz. single-serve cans!

What is GFB? Sometimes, you just want a great beer. And that’s what GFB is. This blonde ale is light, refreshing and crushable.

GFB has an approachable flavor with hints of honey and orange peel complemented by a mellow malt character. At 4.8%, it is expertly crafted to enhance any occasion. ABV: 4.8% Availability: Now, year‑round

Ballast Point Fathom IPA Fathom IPA highlights the brewery’s favorite characteristics of the West Coast IPA style. This crisp and clean brew features a touch of malt on the surface with an ocean of zesty orange and piney hops below. The result is a refreshing, easy drinking IPA with just the right amount of depth.

ABV: 6% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in October *Fathom draught is available in Philadelphia as a test market. It’s only available in a few cities nationwide! www.origlio.com HeadyTimes v.96

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NewPRODUCTS Peak Highball Cider Cocktails Highball Cider Cocktails are a tour of superlative flavor experimentation – fusing crisp and refreshing organic cider with unique craft cocktail treatments heralded by the industry’s most cutting edge bartenders. These cutting edge, organic cider cocktails are gluten-free and non GMO.

Peak Highball Ginger Mule Ginger Mule is a clear nod to the Moscow Mule, with ginger from Peak’s friends at Charlie’s Redhouse Farm as the centerpiece. Herbaceous and flavorful, Ginger Mule creates the perfect balance of spice and sweetness. ABV: 7% Package: 16 oz. cans only Availability: Now, year‑round

SeasonalSELECTIONS 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 Origlio 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.

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 Origlio Sales Representative to discuss a similar option.

Origlio also sends out an email blast weekly to inform customers of seasonal offerings that are widely available to you, immediately.

If you are interested in receiving the weekly email blast, please send your email address to socialmedia@origlio.com.

Peak Highball Mint Lime Mint Lime draws inspiration from a finely crafted mojito, with its potent blend of lime and mint. It’s bright and aromatic, with a tangy citrus burst that is wildly refreshing. ABV: 7% Package: 16 oz. cans only Availability: Now, year‑round

Peak Highball Grapefruit Paloma Grapefruit Paloma features a grapefruit and lime treatment that crafts a stellar balance of tart and sweet. ABV: 7% Package: 16 oz. cans only Availability: Now, year‑round

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Blue Moon Pacific Apricot Wheat Golden and hazy with a luscious aroma, this light and refreshing wheat beer has a fresh, ripe apricot flavor followed by a hint of cardamom and a malty-sweet finish. ABV: 5.6% Packages: 12 oz. bottles and draught Availability: November

Mike’s Hard Blackberry Pear Lemonade Mike’s newest seasonal, Blackberry Pear, features a classic mix of Bosc pear, blackberries and lemonade. Refreshing, juicy and full of flavor, the natural, crisp Bosc pear taste comes through, followed by hints of juicy blackberries and refreshing lemon notes, for a nice, clean finish with just the right balance of sweetness and citrus. ABV: 5% Package: 11.2 oz. bottles only Availability: October

SeasonalSELECTIONS Jolly Traveler Jolly Traveler is a cheerful winter beer inspired by the senses of the season. A wheat beer made with real orange, pomegranate and holiday spices, this Traveler is a refreshing libation for the season of festivity. ABV: 4.4% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: October

Samuel Adams Winter Lager 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, your hand… you get the picture.

ABV: 5.6% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: November

Samuel Adams White Christmas Hazy, 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% Packages: 12 oz. bottles and draught Availability: November

Samuel Adams Winter Classics This year’s Winter Classics variety pack features: Sam Adams Boston Lager, Winter Lager, Old Fezziwig, Oatmeal Stout, Chocolate Bock and Amber Bock.

Availability: November

Dogfish Head Liquid Truth Serum DFH has been experimenting with traditionbucking hop schedules for years. They’ve liberated a new truth by exclusively adding every single hop to this IPA after the boil is complete. MYTH: IBUs (hop bitterness) can only be achieved in the boil. TRUTH: three different hop additions, added in the whirlpool, make this beer truthfully hoppy without being deceptively bitter. Hazy, goldenorange in color, Liquid Truth Serum is hop forward with moderate bitterness & tropical fruit notes and a slight citrus zest finish. ABV: 6.8% Packages: 12 oz. bottles and draught Availability: November

Dogfish Head Oak-Aged Siracusa Nera This innovative beer-wine hybrid marries a roasty Imperial stout with a jammy Syrah wine.

It is then aged on American oak. Jet black with a tan head, this full-bodied brew offers notes of dark pitted fruit, coffee and toasted oak with a dry, roasty finish. ABV: 10% Packages: 12 oz. bottles and draught Availability: Limited quantities in November

Dogfish Head IPAs for the Holidays Dogfish Head is celebrating the holidays with an awesome gift pack! The “To” and “From” gift tag makes it super festive and adds a personal touch as a gift for the craft beer drinker who wants to celebrate the holidays with a hoppy pint. Included in this seasonal variety are: Sixty One, a marriage of beer-wine hybrids and continually hopped IPAs, Sixty One is DFH’s bestselling 60 Minute, with Syrah grape must added, to create an IPA with equal parts fruity complexity and pungent hoppiness; 60 Minute IPA, a continually hopped East Coast IPA brewed with a slew of great 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 and Indian Brown Dark IPA, a boisterous brown ale meets well-hopped IPA brewed with aromatic dark malt, organic brown sugar and dry-hopped liberally for your holiday drinking pleasure.

Availability: November www.origlio.com HeadyTimes v.96

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SeasonalSELECTIONS Sierra Nevada Celebration Ale It just wouldn’t be the holiday season without the annual release of Sierra Nevada’s legendary Celebration Ale. First introduced in the winter of 1981, Celebration Ale has become a welcome favorite on the holiday table. Each year, debates rage about the brewery’s choice of spices for this holiday beer. In reality, the unique spiced flavors of juniper and citrus rind come from the dry-hopping with a blend of fresh whole-cone hops.

Celebration Ale is also a versatile food beer, pairing with many of the traditional holiday staples. Its full, creamy body and clean, moderately bitter finish work well to cut through the rich flavors of turkey and sage stuffing, roasted honey ham, standing rib of beef and succulent Christmas gravy. ABV: 6.8% Packages: 12 oz. bottles and draught Availability: Late October

Sierra Nevada Snow Pack When the weather outside is frightful, head indoors and hunker down with good friends and great beer.

Sierra’s Snow Pack gathers these wintertime brews into one amazing collection with an array of flavors both familiar and new. This mixed pack features: the rich Coffee Stout; a spiced winter ale, Wintertide Spiced Ale; the classic Pale Ale and an all-new hop-heavy IPA, Holiday Haze IPA. Each loose pack features six bottles of the four styles.

Availability: November

Sierra Nevada Fresh Hop Pack New for 2017, this all-can mixed pack of beers highlights the flavors of fresh hops. Fresh hops add incredible aroma and intensity to hop-forward beers.

Every year, at the height of the hop harvest, Sierra Nevada brewers make the trek to the Pacific Northwest for the finest cuts available. Hops are harvested at the peak of freshness and brought back to the brewery within two weeks of leaving the field. A few days later, a flavor-packed beer is ready. Now that’s fresh!

The Fresh Hop Pack features four all-new beers, available in 12 oz. cans: Fresh Hop Double IPA, Fresh Hop IPA, Fresh Hop IPL and Fresh Hop Session IPA. Availability: November

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Ballast Point Victory at Sea Victory at Sea Imperial Porter is a bold, smooth brew with just the right amount of sweetness.

This robust porter is infused with vanilla and San Diego’s own Caffè Calabria coffee beans.

The subtle roasted notes and minimal acidity of the cold brewed coffee balances perfectly with the sweet caramel undertones of the malt, creating a winning combination for your palate.

ABV: 10% Packages: 12 oz. bottles and draught Availability: November

Ballast Point Peanut Butter Victory at Sea Peanut Butter Victory at Sea is a nutty version of the brewery’s popular Imperial Porter. Ballast Point took their trademark robust porter brewed with Caffè Calabria coffee and vanilla and added peanut butter, creating another level to this roasty, flavor-forward beer. ABV: 10% Packages: 22 oz. bottles and very limited draught Availability: November

Ballast Point Coconut Victory at Sea Coconut Victory at Sea takes the brewery’s popular Imperial Porter to another place. Sweet, roasted coconut is added to Ballast Point’s robust porter brewed with Caffè Calabria coffee and vanilla, the perfect complement to this beer’s subtly roasty intensity. ABV: 10% Packages: 22 oz. bottles and very limited draught Availability: November

Paulaner Best of Munich Variety 12 Pack This new variety pack is an event gathering staple for the holiday season. The Paulaner Variety 12 Pack contains the brewery’s well-known Hefe-Weizen, Germany’s #1 wheat beer; Oktoberfest, a full-bodied beer with a rich malt flavor, dark toffee notes, an underlying fruitiness and masterful hop balance; Salvator, brewed using the finest Munich malts, this bottom-fermented double bock has a delectable chocolate flavor, balanced by a light note of hops in the background and Munich Lager, a true classic, with a clear, bright gold sparkling hue, crowned by a pure white head.

All the beers in this mix pack are leaders in the German beer category and brewed based on the original recipes perfected nearly 350 years ago! Paulaner beers are grounded in heritage which are carried on by proud brewmasters who use only high quality, locally sourced ingredients, including pure glacial water from protected wells at the base of the Alps. Availability: November

SeasonalSELECTIONS Harpoon Winter Warmer

UFO Jingle All the Way

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

This winter adventure mix pack delivers flavorful refreshment throughout the season, with UFO White Ale, UFO Raspberry, UFO Hefeweizen and UFO Winter Blonde.

Availability: November

Harpoon Cranberry Cider Winter is a time of merriment filled with joyful gatherings, traditions new and old and the distinct flavors of the season. Crisp, subtly tart and slightly sweet, Harpoon Cranberry Cider is brewed with cranberries and freshly pressed apples. Its brilliant pinkish-red hue and effervescence make it a festive addition to every winter celebration. ABV: 4.8% Packages: 12 oz. bottles and draught Availability: November

Harpoon Vanilla Bean Porter A deep chocolate hue complements the roasted aroma, delicate sweetness and smooth character of this robust porter.

This holiday party pleaser is perfect for celebrating the season with friends. ABV: 5% Package: 12 oz. bottles only Availability: November

Harpoon ’Tis the Seasonal Winter Mix This holiday party in a box contains four Harpoon favorites: IPA, new House Golden, the classic Winter Warmer and the celebratory Vanilla Bean Porter. Winter just got a little more festive! Availability: November

UFO Winter Blonde Whether skiing the snowy trails or enjoying a jovial game night, there’s nothing like capping off every winter adventure 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

Shiner Holiday Cheer This 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. bottles, 12 oz. cans and draught Availability: October

Shiner 777 7 hop varieties, 70 IBUs and 7% alcohol by volume, Shiner’s latest Brewer’s Pride small batch brew is aged with southern oak and brewed with Crystal, Cascade, Nugget, Sterling, Mt. Hood, Golding and Willamette hops. This golden brew has a flavor as big as Texas.

ABV: 7% Package: Draught only Availability: Now!

Narragansett Autocrat Coffee Milk Stout Now brewed in Pawtucket, RI with new “modern retro” graphics, Autocrat Coffee Milk Stout is a collaboration between an iconic Rhode Island beer and the region’s most beloved coffee company, Autocrat… over 100 years of shared local heritage.

Dark and delicious, Autocrat coffee lends its profile to bittersweet milk stout. Flavors of chocolate malt, midnight wheat malt and rich crystal malt are complemented by milk sugar to produce a creamy body and mouth feel. The mellow flavor is balanced with the perfect touch of hops. ABV: 5.5% Packages: 16 oz. cans and draught Availability: November www.origlio.com HeadyTimes v.96 11

SeasonalSELECTIONS Woodchuck Winter Chill The chill of winter sends some running for the mountains, while others prefer to stay cozy in the comfort of the great indoors. Whichever way you enjoy winter, this cider is built to get you through. Aged in premium French and traditional American oak, Winter Chill brings a rich depth of apple flavor with hints of vanilla and oak throughout. ABV: 5% Packages: 12 oz. bottles and draught Availability: November

Weyerbacher Berry Monks Berry Monks is a variation on Weyerbacher’s classic Belgian tripel, Merry Monks, brewed with cranberries, orange peel and ginger. This ale is ripe with apple and pear notes, which blend nicely with the tartness of the cranberries, the citrus twist of the orange peel and a touch of ginger.

It’s great on its own or paired with your favorite holiday dish. ABV: 9.3% Packages: 12 oz. bottles and draught Availability: November

Weyerbacher QUAD An elegant, dark ale that is rich with complexity and flavor, QUAD is warming and full-bodied, with a malt background and notes of raisin, fig, plum and caramel. ABV: 11.8% Packages: 12 oz. bottles and draught Availability: November

Weyerbacher Double Simcoe Back by popular demand for a short time only, Double Simcoe IPA is a fullflavored ale with hints of pineapple and citrus up front, a good malt backbone in the middle and a clean finish. ABV: 9% Packages: 16 oz. cans and draught Availability: December

2SP Baby Bob Stout This highly developed American style takes after its father, Bob’s Russian Imperial Stout. Baby Bob is brewed with generous helpings of roasty & chocolate malts and American hops. ABV: 6% Packages/ Availability: Draught year‑round, 12 oz. cans in November 12 HeadyTimes v.96 www.origlio.com

Lagunitas Olde GnarlyWine Since 1996, Lagunitas Olde GnarlyWine has satisfied thirst, enhanced pleasure and even encouraged romance. The first sip is for thirst, the second one for pleasure. The third sip is for knowing and the fourth for pure madness.

ABV: 10.8% Package: 22 oz. bottles only Availability: November

Lagunitas Willettized Coffee Stout This rich and malty Imperial stout is vintageized in Willett whiskey barrels. It’s a chocolaty, coffee-y, smoky, bourbon-y beast of a barrelaged thing. Word. ABV: TBD Packages: 12 oz. bottles and draught Availability: November

Lagunitas Sucks Seasonal 12 Pack Consumers can bring home Sucks for the holidaze in this seasonal 12 pack, complete with To/From gift tag. This cereal medley of barley, rye, wheat and oats is full of “complexishness” from the four grains, then joyously dry-hopped for that big aroma and resinous flavor. ABV: 8% Availability: Mid-October

Sly Fox Christmas Ale If you’re looking for a festive brew to get the holiday spirit flowing, grab a can or a bottle of 2017’s Sly Fox Christmas Ale! The much-anticipated seasonal release delivers a flavorful combination of cloves, ginger, cinnamon, nutmeg and allspice backed by caramel malt and holiday cheer. The collectible cans – with a handy gift tag included in the design – change annually and create joyous displays of seasonal color! ABV: 6.5% Packages: 12 oz. cans, 750 ml bottles and draught Availability: November

Sly Fox Dunkel Lager The reputable Dunkel Lager makes its glorious return to draught lines this fall. Brewed with Munich, pils and German roasted malts, this perfectly balanced dark lager is ready for any food pairing, happy hour or local favorites menu. ABV: 5.5% Package: Draught only Availability: November

SeasonalSELECTIONS Great Lakes Christmas Ale Do not open ’til Christmas? Whoever coined that phrase obviously hasn’t tasted Great Lakes Christmas Ale’s fresh honey, cinnamon and ginger flavors. A Yuletide’s worth of holiday spices and sweet honey to keep you a-wassailing all season long. Christmas Ale pairs well with roast duck, spiced desserts and ugly Christmas sweaters. ABV: 7.5% Packages: 12 oz. bottles and draught Availability: November

Great Lakes Blackout Stout Bold, rich and dark as a power-less metropolis, Blackout Stout commemorates the infamous 2003 blackout that briefly left some 55 million people utterly unplugged. Great Lakes’ Russian Imperial stout is kindled with black malt & roasted barley and illuminated by flickers of bitter hops. ABV: 9% Packages: 12 oz. bottles and draught Availability: November

Saranac 12 Beers of Winter Saranac’s 2017 12 Beers of Winter Variety Pack features two returning favorites: 4059 Porter & Season’s Best Winter Lager and two new styles: Big Moose Winter Ale & Tropical Snow Storm IPA. Availability: November

Saranac Caramel Porter This traditional, dark, English-style porter is brewed with real caramelized sugar, roasted barley, chocolate and caramel malts for a delectable brew that will surely satisfy your beer tooth. ABV: 5.4% Packages: 12 oz. bottles and draught Availability: November

Saranac Big Moose Winter Ale The moose is on the loose! This pale amber ale, with fresh floral and citrus hop characters, will keep the season bright. ABV: 5.7% Packages: 12 oz. bottles and draught Availability: November

Dock Street Man Full of Trouble A liquid nod to the only prerevolutionary tavern still standing in The City of Brotherly Love, “Man Full of Trouble” was one of Colonial Philadelphia’s first watering holes. This Londonstyle porter is brewed with “Old World” in mind. Black and chocolate malts create its deep mahogany appearance and creamy, espresso-like flavor, while a blend of English hops lends a delicate, earthy presence. ABV: 5.2% Packages: 16 oz. cans and draught Availability: Cans in very limited quantities and draught in limited quantities in late October

Dock Street Bubbly Wit A stronger-than-average Belgian-style witbier brewed with 100% champagne yeast, Bubbly Wit has a smooth, clean malt profile with notes of citrus, coriander and exotic spice, along with prominent fruitiness lent by the yeast, which lingers long after the finish. High carbonation rounds out the profile of this special ale, the true “Champagne of Beers”. In keeping with tradition, this wit is served with the yeast, lending an opaquely cloudy appearance. ABV: 7.75% Package: Draught only Availability: December

Dock Street Prince Myshkin’s Russian Imperial Stout Prince Myshkin’s pours a deep, opaque, midnight-black, with a dense, milk chocolatecolored head. Brewed with a large percentage of roasted and chocolate malts, this huge beer is then aged on oak chips for added depth and complexity. The flavors are reminiscent of dark fruits, chocolate and sandalwood, making this stout perfect for dessert or a dangerously smooth nightcap. But who’s Prince Myshkin? He’s the idiot-savant from Dostoyevsky’s novel, The Idiot, who the Russian writer described as “entirely positive... with an absolutely beautiful nature.” ABV: 9.5% Package: Draught only Availability: December www.origlio.com HeadyTimes v.96 13

SeasonalSELECTIONS Evil Genius Han Shot First Han Shot First is an American double IPA hopped with Amarillo, Warrior and Falconer’s Flight hops.

This is Evil Genius’ brightest, most intense and aromatic, hoppy beer to date. American 2-row barley and British malted oats provide a soft, clean, full-bodied mouth feel, allowing the hops to steal the show. You will detect big, bold hoppy notes of mango, lemon, fresh cut grass and peach, with almost no bitterness whatsoever. ABV: 8.5% Packages: 12 oz. bottles and draught Availability: November

Evil Genius Santa!! I Know Him! This holiday saison brewed with rose hips, chamomile, black currants and dark Belgian candi syrup is deep, complex and intriguing. A bone-dry, Belgian-style ale, Santa!! I Know Him! is sure to seduce you, or the one you’re with. Roses, chamomile and currants have long been considered powerful aphrodisiacs, so Evil Genius decided to combine them with mysterious and beguiling Belgian saison yeast.

The result is something very special and sure to help spice up nights spent at home during the cold winter months. Have you been naughty or nice this year? ABV: 7.2% Packages: 12 oz. bottles and draught Availability: December

Unibroue 25th Anniversary Blonde De L’Enfer French for “Blonde from hell,” Blonde De L’Enfer celebrates 25 years of Unibroue. This beer is a take on the classic Belgian strong golden ale style. These ales are traditionally named after hellish demons due to their lust for power and a reference to the beer’s deceitful drinkability.

Brewed with a unique Belgian yeast strain, this sinfully smooth, refermented, specialty ale is a wolf in sheep’s clothing, artfully crafted for a delicate balance of spice, malt and hop flavors, with a fine, champagnelike effervescence. A truly infernal brew to be enjoyed… responsibly. ABV: 10.5% Packages: 750 ml bottles and draught Availability: Limited quantities in October

Unibroue Sommelier Selection The newest addition to Unibroue’s Sommelier Selection is the brewery’s 25th Anniversary beer Blonde De L’Enfer. Also included in the variety pack are: Maudite, La Fin Du Monde, A Tout Le Monde, Blanche De Chambly and Trois Pistoles.

Availability: October

Sixpoint 3BEANS

Rodenbach Alexander

Baltic tales spoke of ancient brewers casting beans and barley into cauldrons to create dark, rich beer, swigged heartily from horns – a true all-sating drink of the gods. The Mad Scientists have returned to resurrect this mythical 3BEANS porter with the addition of coffee and chocolate, stored in bourbon barrels until the time is just right. ABV: Approx.

10% Packages: 12 oz. cans and draught Availability: November

Rodenbach Alexander is a blend of 1/3 young and 2/3 two-year-old ale, matured in oak casks that is macerated with sour cherries. Brewmaster Rudi Ghequire proudly claims Rodenbach Alexander is one of the best red ales with macerated sour cherries he has ever produced. ABV: 5.6% Packages: 25 oz. bottles and draught Availability: Limited quantities in mid‑October

Rodenbach Foederbier Rodenbach Foederbier is 100% two-year-old beer that is blended across foeders. This is the base beer that is then cut with younger beer to make Grand Cru. Brewmaster Rudi Ghequire views this as a ‘technical’ beer that he only releases on rare occasion and only in U.S. It’s as raw and authentic as it gets! ABV: 7% Package: Draught only Availability: Limited quantities in mid-October 14 HeadyTimes v.96 www.origlio.com

SeasonalSELECTIONS 21st Amendment Fireside Chat Like FDR’s Depression-era radio addresses, which were like a kick in the butt and a hug at the same time, Fireside Chat is a subtle twist on the traditional seasonal brew. This early winter seasonal is brewed like a classic, warming strong ale, but with a subtle blend of hand-selected spices for just the right festive flair. ABV: 7.9% Packages: 12 oz. cans and draught Availability: October

21st Amendment Tales from the Kettle Series Not Your Cup of Tea Every beer has a story to tell and the tale behind 21A’s Team Homebrew Competition is steeped in the passion of their crew to create unique and interesting beers.

The brewery’s “Tales From the Kettle” series brings those stories to life. Team “Slainté to the Queen” is this year’s winner and they tell their tale through a one-of-a-kind, exceptional, Scottish-style ale brewed with black tea, which they call, “Not Your Cup of Tea.” Take in the inspiration and enjoy the taste of a great tale. ABV: 9% Packages: 12 oz. cans and draught Availability: December

The Lost Abbey Cuvee de Tomme Cuvee de Tomme, a barrel-aged strong ale, aged in wine, brandy and bourbon barrels for a minimum of 10 months and spiked with sour cherries and Brettanomyces, uses Lost Abbey’s year‑round Abbey quad Judgment Day as a base. Aromas of sour cherries, vanilla and a dusty cocoa finish, Cuvee’s extraordinarily intricate nose stems in part from the use of the wild yeast components. Dark fruits with layers of vanilla, tannins and sourness from the cherries helps round out one of the brewery’s more complex beers. ABV: 11% Package: Draught only Availability: Very limited quantities in December

Shipyard Nightwind A medium-bodied winter ale, Nightwind pours a brilliant ruby brown, casting aromas of toffee and sweet grains. The beautiful balance of traditional American and English hops, roasted barley and chocolate malts create a flavorful, dark ale with hints of cocoa, coffee and molasses. ABV: 5.8% Package: 12 oz. bottles only Availability: November

Shipyard Prelude Shipyard’s winter warmer, originally brewed for the Kennebunkport, ME Prelude Festival, is a mediumbodied strong ale. Dark amber in color, with aromas of caramel and molasses, Prelude is a slightly sweet and nutty ale with lingering notes of dark chocolate. ABV: 6.7% Packages: 12 oz. bottles and draught Availability: November

Shipyard 12 Pack Winter Seasonal Collection This winter variety pack includes: Vanilla Porter, a rich, full-bodied porter with hints of dark chocolate layered in smooth, creamy vanilla; Prelude Special Ale, a rich, nutty, full-bodied English ale with an inviting amber hue and hoppy finish; Nightwind, a medium-bodied winter ale and Signature Series Imperial Stout, a pitch black beer with a smoky flavor and hints of semi­sweet chocolate and dark cherry.

Availability: November

The Hop Concept Citra & Simcoe IPA The fourth beer in The Hop Concept’s dry-hopped series, Citra & Simcoe continues the constant hunt for fresh combinations, which led to two hops, bursting with bright, bold flavors.

Citra hops deliver an intense hit of grapefruit, melon, lime and passion fruit notes, while Simcoe delivers a fresh punch of grass and pine, with subtle hints of citrus. ABV: 8% Packages: 22 oz. bottles and draught Availability: November

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SeasonalSELECTIONS Allagash Hibernal Fluxus

Heavy Seas Winter Storm

Because “fluxus” is Latin for change, Allagash brews each year’s batch with a completely different recipe, making for a new beer every year. This year’s version harmoniously blends two different styles: a saison and a milk stout, making for a silky, dark beer with a hint of spice. In appearance, this beer is all stout.

Its black body and brown foam are the result of a grain bill containing 2-row malted barley, multiple roasted malts, Munich malt and local oats from Aurora Mills and Farm. To notes of coffee and chocolate, the saison yeast adds mild, tropical fruit esters and a rustic spice.

The addition of rich lactose sugar is tempered by the beer’s lightly bitter finish. ABV: 7.5% Packages: 750 ml bottles and draught Availability: November

This winter ale draws on hops from the West Coast and the UK for its pronounced bitterness.

A mix of pale and darker malts gives it its tawny color and bigger body. True to the style, Winter Storm has an aroma of nutty malts and earthy hops. ABV: 7.5% Packages: 12 oz. bottles and draught Availability: October

Cape May King Porter Stomp This medium-bodied, Baltic-style, chocolate porter is creamy and chocolaty, due to the chocolate malts and natural chocolate flavoring, to appeal to many craft beer drinkers. Try this brew on nitro – it gives the beer a creamy consistency, which complements the chocolate notes.

ABV: 7.4% Packages: 12 oz. cans and draught Availability: November

Cape May White Caps You may have heard about the IPA craze going on in New England these days – where the beers are coming out hazy and juicy, devoid of bitterness and yet bursting out of the glass, with tropical fruit flavors like papaya, mango, stone fruit and ripe citrus notes. A softer mouth feel with a pillowy head and good body, White Caps is Cape May’s stab at this approach to crafting an IPA. Featuring Mosaic and Citra hops and brewed with a hefty portion of oats and wheat in the grain bill, White Caps is absurdly drinkable.

ABV: 7.5% Packages: 16 oz. cans and draught Availability: November

Cape May Devil’s Reach A Belgian beast, fruity and light, the complexity and character of Devil’s Reach comes from a robust Belgian yeast.

Deceptively simple, caution is demanded because, before you know it, Devil’s Reach has swallowed you whole. ABV: 8.6% Packages: 12 oz. cans and draught Availability: November 16 HeadyTimes v.96 www.origlio.com

Heavy Seas The Partner Ships Series with MadTree Brewing: Wee Heavy The Partner Ships are bold and unique beers brewed at Heavy Seas Beer in Baltimore, MD. Born on friendship, creativity and a boundless sense of adventure, The Partner Ships celebrate the spirit of American craft beer today. This collaboration is a twist on a classic style. Using golden promise as the base malt and a touch of roasted barley, the brewery looked to Simpson’s double roast crystal and Weyermann chocolate rye to add a unique touch to this brew. East Kent Golding has a very subtle presence exclusively in this beer.

With Burundi Mpanga coffee from Deeper Roots in Cincinnati, Ethiopian Harrar coffee from Chesapeake Bay Roasting Co. in Baltimore and cocoa nibs from Maverick Chocolate in Cincinnati, this robust brew is loaded with flavor. It’s deep mahogany in color, with layers of malt, chocolate and roasted complexity.

ABV: 8.25% Packages: 22 oz. bottles and draught Availability: November

Heavy Seas 22 Anniversary Ale To celebrate their 22nd Anniversary, Heavy Seas created an exceptionally special, Belgian-style tripel aged in Sagamore Spirit Rye Whiskey barrels. Goldenrod in color with a dense head and creamy mouth feel, this robust, bold brew presents phenolic flavors of white pepper and peach skin from the warm fermentation, along with vanilla and subtle spiciness from the Sagamore Spirit Rye Whiskey barrel aging. ABV: 10% Packages: 22 oz. bottles and draught Availability: December

SeasonalSELECTIONS Stone Xocoveza Xocoveza, a deliciously distinctive, mocha stout is harmoniously balanced with cocoa, coffee, peppers, vanilla, cinnamon, nutmeg and milk sugar. This festive interpretation of Mexican hot chocolate will age beautifully and is definitely not exclusive to the winter season. ABV: 8.1% Packages: 12 oz. bottles and draught Availability: October

Firestone Walker Mocha Merlin With an infusion of dark coffee, a dash of cocoa nibs and a touch of seasonal wizardry, the brewery’s Velvet Merlin oatmeal stout has been transformed into Mocha Merlin – a roasty, chocolaty brew that will warm your soul on a chilly winter’s eve.

ABV: 5.5% Packages: 12 oz. cans and draught Availability: October

Firestone Walker XXI Anniversary Ale Since Firestone Walker’s founding in 1996, they have specialized in the rare art of brewing beer in oak barrels. In the fall of 2006, they released a limited edition, oak-aged strong ale called 10 to commemorate their 10th anniversary.

Firestone Walker now presents XXI, their 12th release in what has become an annual rite at the brewery. XXI Anniversary Ale is a blend of Velvet Merkin, Parabola, Stickee Monkee, Bravo and Helldorado aged in rum barrels.

ABV: 11.5% Packages: 12 oz. bottles and draught Availability: Limited quantities in November

Peak Winter IPA This New Englandstyle IPA is a hoppy, cloudy and clean, sessionable IPA. ABV: 5% Packages: 12 oz. cans and draught Availability: November

Abita Christmas Ale Every year Abita crafts a special dark ale for the holiday season. The recipe changes each year so that Abita Christmas Ale is always the perfect gift. ABV: 6.1% Packages: 12 oz. bottles and draught Availability: November

Abita Grapefruit Honey Ripe, juicy, Louisiana ruby red grapefruits are paired with the sweetness of locally-sourced honey to create a refreshing brew, with a citrus aroma and clean malt taste. Brewed with pilsner and wheat malts, the bite of grapefruit is balanced by the sweet honey. ABV: 4.2% Packages: 12 oz. bottles and draught Availability: November

Spring House The Martians Kidnap Santa!

The Martians Kidnap Santa! egg nog stout is rich and creamy with an extra dose of holiday cheer.

ABV: 8.3% Packages: 16 oz. cans and draught Availability: November

Alpine Pure Hoppiness Given a score of 100 on Ratebeer.com, Alpine’s double IPA is mega-hopped in true West Coast style.

To make this beer, brewers use hops in the boil, more hops in the hop-back and an absurd amount of dryhopping to achieve the beer’s signature, cutting-edge “hop bite.” Resinous, with a pale golden hue and a bright white beer foam, the aroma presents pine notes that are dominated by sweet citrus with some perfume-like qualities. The bold hop character is balanced perfectly by the caramel malt sweetness. ABV: 8% Packages: 12 oz. bottles and draught Availability: November www.origlio.com HeadyTimes v.96 17

Available Year-Round PERFECT FOR THE SEASON Chimay Grande Réserve

Coppertail Night Swim

Perfect for the holiday season, Chimay Grande Réserve is a dark ale with a powerful aroma.

This full-bodied and distinctive Trappist ale is produced with 100% natural ingredients, distinguished by a deep, colorful, dark brown robe and rich, white head of foam. The distinctive bouquet evokes the rich, fruity and complex notes of the characteristic Chimay yeast in perfect harmony with a smooth, full-bodied flavor.

Its mellow character and mouth feel is complemented by a subtle caramel note and light delicate bitterness. Its complex flavor improves with time. ABV: 9% Packages: 11.2 and 25 oz. bottles

Dark and luxurious like a midnight dip in the warm gulf waters, this robust porter is rich and roasty with a hint of chocolate. ABV: 6.2% Packages: 12 oz. bottles and draught

Verdi & Sparkletini Add some sparkle to your holiday season with Verdi and Sparkletini.

Sierra Nevada Stout Black as night, Sierra Nevada Stout is big, bold and satisfyingly rich. Caramel and black malts give this beer it’s deep, dark color and pronounced roasted flavor, with a smokiness that demands an equally intense flavor pairing. Try it with oysters, Italian salami or ginger snaps.

ABV: 5.8% Packages: 12 oz. bottles and draught

Sparkling Seltzer Either alone or mixed with liquor, sparkling seltzers are the perfect choice for consumers looking for alcoholic beverages that aren’t too high in calories or alcohol.

During the holiday season, when folks tend to drink more, offering sessionable options is a must. Try Truly Spiked & Sparkling, available in Colima Lime, Grapefruit & Pomelo and Pomegranate; Smirnoff Spiked Sparkling Seltzer available in Cranberry Lime, Orange Mango and Watermelon or White Claw Hard Seltzer available in Black Cherry and Natural Lime.

All three brands also offer a variety pack.

Weyerbacher Blithering Idiot Looking for something stronger to get you through the holiday festivities? Look no further than Blithering Idiot, brewed in the British tradition of balanced, hearty ales. This deep copper-colored barleywine has intense malty notes of date and fig, with a warm and fruity finish that begs for the next sip. Fullflavored meats and cheeses pair perfectly with this ale that ages quite well. ABV: 11.1% Packages: 12 oz. bottles and draught

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Programs

Celebrate 100 Years of the NHL with Molson Canadian In honor of the NHL Centennial Season, Molson Canadian is encouraging hockey fans to “celebrate the Original 6” teams of the NHL with a Molson Canadian in hand. Off-premise, consumers can pick up limited-edition cases featuring “Original 6” bottle designs of the iconic NHL teams in the brand-new 28-pack and 12-pack, 12 oz. bottles. On-premise, guests can collect all “Original 6” team glassware, water bottles and socks. A must-have collection for every obsessed hockey fan!

Hamm’s Offbeat Holidays This refreshing beer is making a comeback at retail in a quirky, unconventional way. This November, Hamm’s is encouraging consumers to Save a Turkey, Drink a Hamm’s and celebrate the underappreciated, offbeat holidays through the year. Because we all know Hamm’s tastes better than turkey anyway.

Celebrate the Holiday Season with Victoria Victoria’s activity is bustling this holiday season! The brand is presenting an all new Spanish language 2017 retail promotion that centers around the headline, “Navidad a la Mexicana” featuring brand new photography and a refreshed holiday wreath adorned with lights, poinsettias and authentic Mexican ornaments. A national Spanish language TV campaign and paid social media across Facebook and Instagram are also a part of the plan. The holiday season is a special time for making memories with loved ones – and Victoria helps to make those memories.

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Programs Corona Stays Hot Over the Holidays Think Corona’s red-hot growth is attributed solely to its summer season appeal? Think again.

During the 2016 holiday season, Corona was hotter than a mid-July Philadelphia afternoon.

Corona Extra was the No. 1 highend brand, the No. 1 beer drunk by Hispanics over the holidays and the No. 3 growth driver of all beer brands – up nearly 7% from the previous year’s holiday promo period. Extra’s lower-calorie counterpart, Corona Light, also racked up some impressive gains – claiming the title as the No. 1 imported light beer brand.

Inspired by Corona’s classic “O Tannenpalm” commercial, in 2017 the brand will launch its first-ever holiday promotion inviting consumers to its home for the holidays with a one-of-akind visit to the Corona beach hut to keep driving holiday season success.

With fully integrated marketing and POS materials all leveraging Corona’s

classic Feliz Navidad campaign, General Market and Hispanic consumers alike will be reminded to embrace, share and celebrate the carefree spirit of the holidays with Corona this year.

TV will serve as the base awareness driver for Corona this holiday season, as the longest-running beer ad – “O Tannenpalm” – will air from Thanksgiving through Christmas on networks such as ESPN, Telemundo, TBS, TNT, Univision and more.

Be sure to complement that TV exposure with a host of on and off-premise POS offerings to encourage your customers to trade up over the holidays. Data shows they’re more than willing.

A recent Constellation Brands holiday study shows that 64% of millennials say they’re willing to spend more on beer than usual during the holidays.

So, it shouldn’t come as a surprise to know that high-end brands drove all of the dollar growth during the 2016 season – with Corona alone making up 17% of that growth.

Nothing Captures Holiday Traditions Quite Like Casa Modelo The holiday season is a time to celebrate with family and friends – to honor old traditions, while creating new ones along the way. Modelo Especial and Modelo Negra – with their premium-quality liquid, gold-foiltopped bottles and authentic Mexican roots – pair perfectly with that holidayseason nostalgia.

that’s common for Mexican holiday ornaments. The brands are even increasing their English/Spanish language TV weight by 9% this year in the three weeks leading into the Christmas holiday.

At least, that’s what consumer purchase trends indicate. During the 2016 holiday season, Modelo Especial posted some eye-popping numbers: It was the No. 2 growth driver, 12-pack bottles were the No. 1 growth package and of top 10 brands, Modelo Especial was the No. 2 share gainer. And that’s only to name a few accolades.

Yes, Casa Modelo will be hard to miss this holiday season – and that’s good news for accounts across the greater Philadelphia area. Consumers view the holiday season as a quintessential “trade up” occasion, as shoppers choose to spend more to treat themselves and their loved ones with higher levels of taste and quality during their celebrations.

In 2017, Casa Modelo will be upping its holiday season presence to further capitalize on its momentum. This year’s Casa Modelo bilingual POS will showcase the brand’s heritage with traditional, hand-painted artistry

Casa Modelo’s on-premise guest check averages are 70% greater than premium lights and 34% greater than craft, according to Constellation Brands’ internal data. In the

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off-premise, shoppers spend $87.01 per basket ring with Casa Modelo, which is 15% higher than major premium light brands.

Programs Mingle All the Way with Smirnoff Ice This holiday season, Smirnoff Ice is bringing simple solutions to consumers looking for the perfect addition to their holiday gatherings. The holidays are a time to gather with family and friends for some quality time. Who wants to waste that precious time preparing mixed drinks? Smirnoff Ice delivers the taste that party guests are looking for, without all the fuss. Smirnoff Ice gives consumers more reasons to Mingle All the Way!

Guinness Celebrates 200 Years in America Guinness will be celebrating the 200th anniversary of the brand’s arrival in the United States throughout the holiday season. To commemorate this momentous occasion, the brand will celebrate its history, provenance and brewing credentials with a full suite of on and off-premise activations.

Spread Holiday Cheer with Guinness Grab a Guinness and “Spread the Cheer for the 200th Year!” In November and December, Guinness will help commemorate all of the special bonds and traditions this holiday season by encouraging friends and family to “cheers” with an iconic 200th Anniversary Guinness engraved pint glass to cherish or gift.

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Programs Holiday Celebrations Get Decked Out with Sam Adams From your holiday table to your hand, Sam Adams provides the beer that decks out any holiday occasion.

With the #1 selling craft winter seasonal beer and #1 seasonal variety pack, Sam Adams is as central to the holidays as decorations. The holidays are about decorating and celebrating, and this year’s festive packaging and POS double as decorations that elevate those occasions, whether you’re at home or at a bar. The “Get Decked Out” theme is festive through and through, with Sam Adams positioned as the beer to fill your glass throughout the holiday season.

Off-premise, position packages as the best gifts to give and receive. Gift boxes available as display enhancers will encourage shoppers to buy Sam Adams as a gift, while bright, festive POS, with a consistent message, stands out in stores.

On-premise, host a night of decoration and enlist drinkers and staff to deck out the bar with Sam Adams POS, while enjoying a Sam Adams brew. Hang coasters as ornaments, repurpose wall cards and posters as “holiday photo” backdrops and/or use tap handle lights to decorate glasses and tap handles.

Grow & Give with Traveler This holiday season, Traveler Beer Company is partnering with ZERO – The End of Prostate Cancer for a two-month-long, on-premise program that supports the mission of raising awareness and putting an end to prostate cancer, all while tying into the seasonal launch of Jolly Traveler.

Traveler Beer Company will be donating $0.25 from every pint of Traveler sold during the months of November and December back to ZERO – The End of Prostate Cancer.

From September 1st through October 31st Twisted Tea fans can enter to win a trip to spend a weekend in the Twisted Tea Cabin! Special camo-themed packages of Twisted Tea Original and Half & Half will offer consumers the code to text in to win!

Celebrate with Cider Angry Orchard makes up 58.5% of total cider segment sales in the November/December time frame. And Angry Orchard loves to celebrate! A whole season of gathering with loved ones, indulging in a delicious array of food and toasting the holidays with a glass of Angry Orchard Hard Cider? Count us in. 69% of cider drinkers are willing to pay more for high quality food and drink items or experiences and hard cider drinkers are two times more likely to be considered “foodies” than the average consumer.

Light, naturally refreshing and glutenfree, Angry Orchard is the perfect pairing to the hearty and rustic

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Twisted Tea Heads Outdoors

flavors of the season. No matter what you’re celebrating, ’tis the season to celebrate with cider.

Programs White Claw Pure Holiday Refreshment White Claw Hard Seltzer is the perfect winter refreshment for an active lifestyle. For those who want to take care of themselves but still have fun, White Claw is only 110 calories, low carb and gluten free. Enjoy a crisp and refreshing White Claw this winter after a day on the slopes or at holiday get-togethers. And make sure to start logging fitness activity in MyFitnessPal starting January 1st for a chance to win amazing prizes to help start the New Year off strong.

Celebrate the Holiday Season with America’s Oldest Family Tradition Consumers can toast to the holidays with friends and family, while enjoying Yuengling Traditional Lager, crafted in Amber Gold. Fans can also enter for a chance to win the Heritage Can Cooler, which is a replica of the Traditional Lager can, to chill Yuengling cans and bottles in any season. This text-to-win program runs from October 30th through December 31st at participating on and off-premise accounts.

Shiner Contributes Half a Million Dollars to Harvey Relief Funds In early September, the Spoetzl Brewery in Shiner, Texas contributed $500,000 to nonprofit organizations throughout Texas to support relief efforts for Hurricane Harvey. The contribution was diversified among several nonprofit organizations including the American Red Cross, Greater Houston Community Foundation, United Way of Greater Houston, Coastal Bend Community Foundation and more. Shiner’s brewery itself shut down production and temporarily closed on Friday, Aug. 25, to ensure the safety of its local employees. The brewery reopened the following Monday with minimal damage. www.origlio.com HeadyTimes v.96 23

Programs

Harpoon Helps Spread Holiday Cheer This December Harpoon Brewery’s philanthropic program, Harpoon Helps, will be spreading holiday cheer throughout the East Coast with the 14th Annual Harpoon Helps Spread Holiday Cheer event.

Approximately 600 volunteers (a.k.a. “Harpoon Helpers”) will adorn 42 shelters, soup kitchens and play spaces in cities with holiday decorations.

Harpoon Helps volunteers will decorate locations in Philadelphia*, Portland, Providence, Manchester, Hartford, the Upper Valley, Worcester, Albany and several locations in Boston. *In Philadelphia, the group will be decorating the Women of Change women’s shelter on 12/9.

Charles Wells Rebate Offer Charles Wells’ delectable beers are the perfect addition to any holiday gathering – no baking required. This aggressive rebate offer will encourage trial and sharing, introducing the brand to new consumers and encouraging enthusiasts to purchase extra. Through December, consumers can save $6.00 after purchasing 2 packages of any qualifying Charles Wells product: Banana Bread Beer, Double Chocolate Stout or Sticky Toffee Pudding.

Check out George Latella’s latest Retail Edge article “Disruptive Innovation: Amazon Wants To Sell Us Everything!” at Origlio.com/blog/disruptive-innovation-amazon-wants-sell-us-everything 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.

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RethinkingRETAIL Shelf Sets for Today’s Single-Serve Customer

F

OR MANY RETAILERS, THE stereotypical single-serve customer drinks his or her purchase outside the store, leaving an empty container and paper bag behind in the parking lot as an ugly memento. “I don’t want that kind of business,” is a phrase lots of Origlio sales professionals hear when they discuss single-serve options with retailers.

But there is another kind of single-serve consumer, one who craves variety, new flavors and a customized – make that personalized – assortment of adult beverages that six and 12-packs don’t offer. “Today’s legal age drinkers have a set of roughly 12 different kinds of alcoholic beverages in their personal repertoire,” explains Ray Faust, Chief Sales Officer for

Heineken USA. “Today’s consumers are eager to experiment with new flavors and styles. They are willing to pay more for something unique.

And cost per ounce doesn’t really matter, as long as they get the assortment they want.

Single-serve, two-fers and 4-packs are the preferred packages for these consumers.”

“It’s all about the luxury of choice,” says Linda Ashbee, Origlio Beverage Off-premise District Manager for Delaware and Chester Counties. “The right assortment of single-serve and small format packages is an opportunity for retailers to drive impulse purchases. Plus, these packages make it easier to entice customers to trade-up to high margin items, which might be deemed too expensive in larger configurations.”

“But to cash in on these opportunities, you have to ‘curate’ the right assortment for your store.

What you don’t have to do is cram in everything under the sun. That just confuses and frustrates the customer,” says Jeff Stiles, Offpremise District Manager for Bucks and Montgomery Counties.

So what does the right assortment look like?

“There’s no one, simple answer to that question”, comments Bob Seeley, Off-premise District Manager for Philadelphia County. “But whatever the assortment is, it must be organized in some kind of logical order that makes sense to the customer. You want to make it simple for the customer to shop and choose. If you don’t do that, you can forget impulse buys and up-selling.”

Build Your Business with Single & Small Format Packages To provide an organized and logical shopping experience, follow the suggested flow of product segments.

The product assortment and space allocated to each segment should be based on your customer’s demands.

Hot Trends

FMB Cider Economy

Premium Premium Mexican Super Euro Reg Light Import Premium Import

Craft

Forecast

Modest Modest Modest Modest Modest Growth Flat Modest Declines Declines Growth Growth Growth Growth

(2020)

Macro Trend

Shoppers are exploratory & looking for something new/different

Online time has doubled since 2008. Consumers are seeking ways to “disconnect” or relax

Shoppers are looking for affordable luxuries

Growth Shoppers are becoming more adventurous & adapting a “drink local” mindset

Remember: shoppers expect stores to fulfill ALL their needs, while still making it easy to shop.

Key Take-Aways • Easy to change assortment •S ingles & small format packages are very profitable • 55% of all beer purchases are singles

•S ingle sales have increased 31% since 2012 across all price segments • T he single shopper is more loyal to a store than any other customer

If you maintain this template, it will be easy to change your display to take advantage of new products and seasonals.

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®

3000 Meeting House Road Philadelphia, PA 19154

Dos Equis College Football Playoff Champions Over Everything From November through mid-January, Dos Equis will keep the momentum going into the College Football Playoff by celebrating the fans dedicated to following their favorite college teams. These fans will have a chance to text-to-win a VIP experience at the National Championship Game in Atlanta or other amazing prizes, including Bowl game tickets and Dos Equis gear. Throughout the playoff, Dos Equis will keep consumers engaged with on and offpremise regionalized and generic point-of-sale and a national TV spot. With ongoing program support, saleables and the passion surrounding the college football playoff, Dos Equis ensures that you’ll finish the season strong, with even more sales.

Spread Holiday Cheer with Heineken The holidays are filled with memories both old and new, and celebrations with the ones we love.

However, for many, it quickly becomes the most stressful time of year. Entertaining friends and family, cooking elaborate meals, traveling to visit relatives, last-minute shopping… it never seems to end! And as the season comes to a close, Heineken knows that everyone could use a holiday bonus.

That’s why this year, Heineken is giving consumers a chance to win up to $5,000 and other great prizes! To stay in the holiday spirit, Heineken is also offering an exclusive, limited-edition 50.7 oz. magnum bottle to share with your loved ones.

This season, let’s all raise our glasses and Spread Holiday Cheer!