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THE HOT ARE GETTING

HOTTER

Spring 2016 | V.2 BURKE DISTRIBUTING

A Burke Distributing Publication

I HOPE EVERYONE ENJOYED THE HOLIDAYS! 2015 was a year of change at Burke for certain. I am happy that it is behind us and I am thrilled to

say that without a doubt, we can look back at 2015 and realize how pivotal a year it was for all of us at Burke.

I am excited about 2016, our 81st year in business! Although we started out without the Patriots playing in the Super Bowl, my spirit is still high with the belief that we can grow our volume and share in the coming year. Our beer portfolio is off to a sluggish start here in the first quarter but we expect that to turn around by the end of March. Our Red Bull business and spirits business continues its healthy growth. 2016 is starting to shape up as a very exciting year!

As some of you saw, the Red Bull Flugtag (which means “flying machine” in German) is coming to Boston for the first time in August. The event will take place on the Charles River and will attract over 40,000 spectators. We are excited that some of the Burke employees have

expressed an interest in working together to build a flying apparatus to enter into the event. The event is open to the public (and therefore there are no tickets), and I highly recommend joining us on August 20th! Right after that, over the Labor Day weekend (9/2 -9/4), Boston will host its first ever Grand Prix. This will be a huge event that will attract all the premier racers as it will be the final race of the year and those vying for the final points for the championship will be racing!

Inside our latest issue of Heady Times, you will read about the innovative sports chain, Jake n Joes, and the meticulous care that goes into the success of Fernandez Bros liquor store. You will also hear from our beer blogger, Patricia Sheehan, about the resurgence of American lager. We hope you enjoy the introduction to all our new spring products, and that you are able to use Heady Times as an additional selling tool for you and your employees!

Cheers,

William G. Burke President

In This ISSUE

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

Brewer Highlight .................2

Fernandez Brothers .............3

Jake n Joes .........................4

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

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

Spirits .............................. 15

Programs ......................... 16

Retail Edge ...................... 20

Burke Beer Blog ............... 21

Letter toTHE TRADE

Heady Times is published four times a year, courtesy of Burke Distributing Corporation.

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“2016 is starting to shape up as a very exciting year!”

The Hot are Getting HotterAuthentic Mexican imports are the only beers with sales trends that rival the craft beer category and Constellation Brands are among the top sellers.

BY NOW YOU KNOW THAT MEXICAN BRANDS ARE THE DRIVING force behind the ongoing success of the imported beer category. But did you know that Constellation has five brands among the top

20 best-selling imports sold in the United States?

Corona Extra, Modelo Especial, Corona Light, Pacifico and Negra Modelo are all part of Constellation’s portfolio. In addition to their status as best-sellers, Modelo Especial and Corona Extra are the number one and two leading growth brands in the country. Corona Extra alone accounts for 25% of the import beer market and so it is not surprising that it is the best-selling imported beer in the United States. The newly designed Corona Extra can is one reason for that brand’s growth. The package represented more than 40% of Corona’s volume growth in 2015.

Modelo Especial, up 18% this year, is growing in all 50 states. Consumers purchased more than 60 million cases in 2014 and its market share has doubled in just five years. Its growth isn’t expected to slow down anytime soon. Constellation sees a huge opportunity for the brand to grow beyond its loyal base of Hispanic fans. Their research revealed that 86% of general market male beer drinkers are aware of this iconic brand, but only 40% have ever actually tasted it. To capitalize on this fact, Constellation will hit the air waves in 2016 with television ads aimed at English speaking consumers. The campaign, called Discover the Especial, focuses on educating general market consumers about the brand’s heritage and full flavor taste.

Corona Light continues to garner its share of devotees as well. Last year the beer was available on tap for the first time. Corona Light connects with both male and female consumers and it contains only 99 calories. The brand’s latest advertising will tout Corona Light’s flavor versus other light beers.

Rounding out this group of best-sellers are Pacifico and Negra Modelo. Pacifico remains a strong discovery brand on the East Coast as the bulk of its national sales come from the western United States where it is popular among surfers. And Negra Modelo continues to show great momentum – its sales have increased by nearly 11%, but more interesting than its sales trends is the niche this beer has carved out for itself. Negra Modelo’s unique flavor makes it great for pairing with food which makes it very attractive to anyone who considers themselves a foodie. One industry analysist remarked that the brand sits at the “intersection of imports and craft.” No wonder it is the #13 Import Growth Brand.

The Constellation Brands have an extraordinary growth story and many industry professionals don’t doubt that Constellation will continue to grow share in the United States. But one person is absolutely convinced that Constellation will see impressive sales trends for many years to come.

Rob Sands, the President and CEO of Constellation Brands – a guy who puts his money where his mouth is, made a bold prediction back in February while speaking to Wall Street stock analysts during a routine earnings call. Said Sands, “We think that doubling the business over the next ten years is certainly a doable number based on what we think is going to happen in the beer market and in particular how imports are going to continue to grow.”

CoverSTORY

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BrewerHIGHLIGHT

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“Constantly surprising and delighting consumers in ways they never imagined!”

EVERYBODY THINKS THEY KNOW MIKE’S Hard Lemonade, the American beverage icon that took the country by storm when it was

launched in 1999, but few know the back story about Mike.

Mike is really Anthony von Mandl, Founder & Chairman of The Mark Anthony Group, one of North America’s most diversified and successful private alcoholic beverage companies. With the creation of Mike’s Hard Lemonade, von Mandl created an entirely new beverage category, Flavored Malt Beverages (FMBs), by crafting the first real alternative for men to enjoy on beer drinking occasions.

“We found that up to 25% of guys didn’t particularly want to drink beer, but couldn’t be seen holding anything else in their hand,” said von Mandl. “That all changed with the creation of Mike’s Hard Lemonade – taking the great taste of lemonade, the type your Grandmother used to make, using all natural ingredients and giving it a kick.”

An entrepreneur from the start, von Mandl launched a one-man wine importing business back in 1972. His passion for wine may have only been surpassed by his dedication to quality and determination for brand building. Merely importing fine wine was not von Mandl’s endgame. Today, as the proprietor of Mission Hill Family Estate winery in the Okanagan Valley, British Columbia, he is an award-winning winemaker who is passionate about putting this emerging region on the world wine map.

von Mandl’s interest in wine has taken him to all parts of the globe. During his travels, he noticed that it was hard for men to drink anything other than mainstream beer on beer drinking occasions. He explains, “I wanted to create a beverage that guys could call their own – one they could associate with, that would surprise and delight them from the first sip, one they would rush out and tell their friends about… And that’s exactly what happened with Mike’s.”

Mike’s sold its first 10 million cases without a cent of advertising. From the start, Mike’s has been a remarkable success because consumers discovered it on their own and fell in love with it. But it didn’t stop there. Mike’s set out to make an array of new tastes, like Mike’s Hard Cherry, made using fresh Michigan cherry juice – it just doesn’t get any better!

Over the years, von Mandl has invested tens of millions of dollars in cutting-edge technology to create a vodka-like neutral malt base that 7 out of 10 consumers, in blind taste tests, actually prefer over Grey Goose Vodka. This is a patented technology that no one else in the world has been able to replicate. This amazing base allows Mike’s to use fresh ingredients and authentic flavors to create spirit-like beverages for beer drinking occasions, bringing spirit and white wine drinkers back into the beer aisles.

The Mike’s franchise has expanded from the original Mike’s Hard Lemonade to include various flavors and new categories, including Mike’s Lite Hard Lemonade, Mike’s Margaritas and Mike’s Harder Lemonade – a line with higher alcohol that packs a powerful punch. Together with the company’s other innovative brands including Cayman Jack Margaritas, T.G.I. Friday’s

Ready-to-Drink Cocktails and the new Palm Breeze, Mark Anthony Brands is the undisputed leader in the FMB segment.

“Mike’s represents the American dream,” von Mandl explains. “The one where you could start out with just an idea and create a real business, one that could drive against even the biggest competitors, one that you could launch out of your garage with very little money, making something that consumers absolutely love and could call their own.”

von Mandl believes that for the next generation of alcoholic beverage consumers, it’s all about flavor. “There has been a growing demand from the millennial consumer for a higher alcohol product that still tastes amazing. Our proprietary malt base is so clean that it allows us to use delicate natural flavors, even in an 8% [ABV] product.” For von Mandl, this explains the success of their Mike’s Harder Lemonade lineup which includes such flavors as Lemonade, Black Cherry, Cranberry and a variety of seasonals, all with an 8% ABV and all available in 16 oz. cans. Consumers are believers, too, and Mike’s Harder is on track to outsell the Mike’s core brands.

The company’s most recent product launch, Palm Breeze, or “Vacay Every Day,” as the folks at Mark Anthony refer to it, is made with exotic tropical ingredients and tastes a bit lighter than typical malt beverages. “This innovation represents the most significant product launch for our company since the original Mike’s Hard Lemonade launched in 1999,” says von Mandl. “With Palm Breeze, we will connect with consumers with an authentic brand, featuring incredibly drinkable products. And like Mike’s, it all begins with a liquid – completely different from anything we have made before – unbelievably light, incredibly refreshing and sessionable.”

“Flavor is a trend that will only accelerate,” von Mandl says. “New consumers entering the legal drinking years will continuously seek variety and innovation from their beverage choices, and no segment can offer variety and convenience like FMBs.”

Anthony von Mandl Founder & Chairman of Mike’s Hard Lemonade Co.


Fernandez Brothers

IT WOULD BE EASY TO DRIVE PAST FERNANDEZ BROTHERS Liquors in Everett and not feel compelled to go in. It’s on Main Street in an unassuming neighborhood. There’s no giant parking lot or huge

sign, no Wacky Waving Inflatable Arm Flailing Tube Man to usher you in. It seems like a normal neighborhood liquor store – that is, until you step inside.

The first thing you notice when you enter Fernandez Brothers is the meringue music pumping through the speakers – it immediately lifts your mood. When we mentioned it, owner Ignacio Fernandez smiles. “One day, we didn’t have the music playing. A customer came in and said ‘Where’s the music? I feel funny being in here when it’s not playing!’ We had to turn it back on, he didn’t feel right without it.” We say hello to his wife, Carmen and his son, Kevin who are manning the counter. One of his brothers was making his way in for the afternoon shift. They’re a huge part of—but by no means the extent of—this family-run operation. Ignacio himself owns the store in Everett, as well as one in Randolph and is about to open another one on Dudley Street in Roxbury. Ignacio got into the business over twenty years ago after working for his cousins, who also own a number of stores in the area. He is one of nine siblings who came here from the Dominican Republic twenty-five years ago and have worked with each other to open and build their own successful local businesses.

But what makes the Everett location so special? You’d have to know a little bit about its history to understand its current success. When Ignacio bought it eight years ago, the store had been closed for almost a month before Ignacio was able to open the shutters. When he bought it, a friend said to him, “You’re not going to make it there, you’ve lost your money!” Ignacio laughs at the memory. “I told him: ‘wait and see.’” Since then, he’d expanded the store by about 1,200 square feet and this still relatively small store has become a juggernaut in terms of volume. The amount of business they do isn’t hard to believe—the store is packed not only with customers, but a wide variety of products. There isn’t a square inch that isn’t being put to good use. Despite the close quarters, you’d be hard pressed to find a speck of dust in the place. Fernandez knows that it’s important to make sure the store is set up well for the convenience and enjoyment of his customers. He places high-volume packages like Miller Lite and Corona 2/12s in easily shopped, compact displays. These stacks are part of Ignacio’s views on how buying effects his pricing. “I’m not afraid to buy. You can’t be afraid to buy. If you want to be in business, you have to buy big sometimes.”

Fernandez Bros is the type of store where you run in for a six pack and you leave twenty minutes later with a few more bottles than you planned on. A lot of that has to do with Ignacio’s openness to trying out new craft brands and seeking out competitively priced, quality spirits (you can get a bottle of Devil’s Springs 151 there for an exceedingly reasonable price, by the way). His spirits selection ranges from rows of flavored vodka to boutique small batch offerings. There’s even a corner in the store that’s dedicated to selling single-malt scotches and select bourbons.

There are 27 cooler doors running along the perimeter of the store that are all filled with beer and wine. Facings of Sam Adams and Long Trail stand out, as well as other smaller, local craft options. When asked how

he has time to keep his staff up to date with the new craft packages that enter the market every day, Ignacio tells us he depends on samples and sell sheets about new products from his reps to then pass along to his customers. Hand selling is something he takes seriously. “When I see people trying to decide which is the best product, I like to tell them what I think. They feel so good about it that they come back to you.”

Fernandez Brothers Liquors is the type of store that does well because of the lengths of hard work and effort that Ignacio and his family make on a daily basis to succeed. For him it boils down to this: “You have to be friendly to your customers and have everything they’re looking for.” This is his simple formula for a complicated and ever-changing business, and it certainly seems to be working for him.

Owner of Fernandez Brothers, Ignacio Fernandez

Off-PremiseSPOTLIGHT

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Jake n Joes

IT’S OPEN FOR DEBATE AS TO WHICH particular sport can be called our true national pastime, but it’s undeniable that we as a

people love getting together with each other and watching a game. Beer and good food play a major role in this equation, making sports bars top destinations for people to cheer on their favorite (or boo their least favorite) teams. One local chain who has tapped into this concept and run with it is Jake n Joes Sports Grille.

With four locations already operating in Norwood, Foxboro, Waltham and Woburn (and another on the way in Braintree), Jake n Joes takes the traditional concept of a sports bar and improves upon it. They don’t just have a few televisions installed in strategic positions throughout the three-hundred-seat restaurant – each location has over forty televisions, with the biggest screen clocking in at 120 inches. “We used to have more,” laughs Ann Kelly, Director of Dining, “but the screens keep getting bigger and we couldn’t fit them all.” Frank Rokes, GM of the Norwood location pipes in. “When it comes to TVs, we’ve come to realize that size definitely does matter.”

Having every seat in the place set up for prime viewing is only one part of the equation. The team behind Jake n Joes knows that the quality of the beer and food matters. They update their food menu frequently to reflect the changes in the seasons, and everything is fresh and handmade. (We hear great things about the Mile High Meatloaf.) Each day of the week has its own menu special, like 50 cent wings every Monday or $3.99 burgers on Wednesdays. As far as their beer list goes, they make sure it has a lot of variety. “We have twenty draft lines in each store. We always make sure to have new and exciting local crafts on, because palates have definitely changed over the course of six years. That being said, Blue Moon and Sam Adams have really grown for us. Nobody’s touching them.” They have six ever-changing lines that feature new craft beers. Two of their strongest lines are Miller Lite and Coors Light, which anchor the draft list with their fixed price of $3.50 a pour. It’s this “something for everybody” approach to their draft list that resonates with their clientele.

One of the biggest challenges for any business is figuring out how to get people to walk through the door. Jake n Joes takes new technology and old-fashioned quality customer service and combines them in their MVP card. If you’re a member, you earn a point for every dollar spent at any of the Jake n Joes locations. For every 200 points, the cardholder gets a ten dollar reward to go toward their next meal. The importance of the MVP card is not lost on Ann. “We look at it as one of the keys to our growth. At this point we’re up to about 20,000 members.” Not only do the cards earn rewards for their clientele, they also enable Jake n Joes to notify their MVPs to let them know about special offers and events. Recalling a hugely successful Miller Lite and college football promo, Ann recalled that the email for the promo was sent out that morning. “That was all generated from the MVP card.”

Jake n Joes doesn’t just use its MVP card to reach out to their customers, they also make sure that they start giving to the community from day one. When a new location opens, owners make an immediate donation to the town’s athletic program. They also have a “Give Back” program in which 20% of a night’s receipts go toward a particular youth sport program in the town. It’s important to the team at Jake n Joes that they not only provide high quality beer and food to their customers, but that they’re a positive presence in their communities as well. The team at Jake n Joes knows that their clientele has options on where to go to watch the game. By offering a wide variety of options on their beer and food menu, and by establishing themselves as a local business that gives back, they’re ensuring that those seats stay filled.

On-PremiseSPOTLIGHT

Inside Jake n Joes’ Norwood location

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NewPRODUCTS

Corona Light 1/4 KegsCorona Light is now available in 1/4 kegs! A full calendar of programming and activation will not only help drive Corona Light draught sales during the summer months, but it will

help keep those handles on well into the fall. In addition, the look and feel of the Corona Light pint

glass and POS has been updated to keep the presence of Corona Light feeling fresh on-premise. Availability: Now!

Blue Moon RedesignBeer consumers are drawn to Blue Moon for the flavorful, refreshing taste and the iconic orange peel/glass combination they experience at on-premise locations. However, younger (legal) beer consumers have expressed that their experience with Blue Moon on-premise isn’t reflected on off-premise packaging. This feedback led to Blue Moon’s exciting package change!

The packaging, which will drive stronger shelf visibility, appears more confident, high quality, simple, bright, and refreshing. The strong Blue Moon brand equities – the banner and moon – are now larger and

more pronounced. Also, the orange peel/glass combination

is now featured on secondary packaging to align off-premise experiences with the familiar combination. Availability: Year-round, beginning in April

Pacifico 24 oz. CansAlready available in 12 oz. bottles in 6 and 12 packs, Pacifico now comes in convenient 24 oz. single serve cans! Availability: Now, year-round

Leinenkugel’s Grapefruit ShandyA traditional shandy is beer mixed with a little something extra. Each Grapefruit

Shandy batch begins with traditional Weiss beer which is then mixed

with the flavor of natural white grapefruit. ABV: 4.2%

Packages: Bottles, cans, draught Availability: April

Smirnoff Ice ElectricSmirnoff Ice Electric is unlike anything else on the market! Smooth and flavorful, these non-carbonated premium malt beverages are made with cane sugar and available in Berry and Mandarin flavors. Available in re-sealable plastic bottles, Smirnoff Ice Electric is a game changer! ABV: 5% Package: 16 oz. plastic bottles only Availability: Year-round, beginning in April/May

Smirnoff Ice SpikedSmirnoff Ice has expanded their lineup with new Smirnoff Ice Spiked! These ramped-up FMBs (8% ABV) are available in Original, Hurricane and Screwdriver flavors. ABV: 8% Package: 16 and 24 oz. cans Availability: Year-round, beginning in April

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Red Bull OrangeRed Bull’s latest edition is Orange! This new flavor features tangerine flavors.

Package: 12 oz. cans only Availability: Now!

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Moosehead RadlerA refreshing blend of beer infused with a hit of natural fruit flavors, Moosehead Radler uses three fruits (grapefruit, grape and lemon) for a truly unique flavor. ABV: 4% Package: 12 oz. cans only Availability: Year-round, beginning in April

Mike’s HARDER Original Orange SodaThis is a classic orange soda with an 8% HARDER kick. Note the natural orange aroma with a subtle hint of vanilla. The taste is crisp and clean just like the soda fountain orange soda we all love. It finishes with a minimal aftertaste, and lingering hints of orange. ABV: 8% Package: 23.5 oz. cans only Availability: Year-round, beginning in April

Palm Breeze Strawberry Pineapple Strawberry Pineapple has a peach color with a pineapple forward aroma and a balanced strawberry back end. The taste is tart and crisp with a good balance of strawberry and pineapple. Palm Breeze is a tropical spritz considered to be lighter than other flavored malt beverages with a hint more carbonation than a typical FMB. A perfect complement to start a vacay every day. ABV: 4.5% Package: 12 oz. 4/6 cans only Availability: April

Palm Breeze Variety PackThe new Palm Breeze Variety 12 pack includes: Pineapple Mandarin Orange, Ruby Red Citrus, and new Strawberry Pineapple. Strawberry Pineapple has a pineapple forward aroma and a balanced strawberry back end. The taste is tart and crisp with a good balance of strawberry and pineapple. This mix pack is the perfect way to start a vacay every day. Availability: Year-round, beginning in April

Traveler IPA ShandyA match made in hop heaven, Traveler IPA Shandy is a wheat ale brewed with citrusy hops and grapefruit, marrying IPA vivacity with shandy refreshment. Embrace the unconventional. ABV: 4.4% Package: 12 oz. bottles only Availability: Year-round, beginning this spring

Traveler Grapefruit Shandy 12 Pack Cans

Traveler Grapefruit Shandy is a deceptively delicious wheat beer brewed with real grapefruit. This refreshing elixir delivers a satisfying citrus aroma and flavor then quickly disappears, leaving you searching for another. ABV: 4.4% Package: 12 oz. cans only Availability: Year-round, beginning in April

NewPRODUCTS

Boulevard Hibiscus GoseThis gose style beer is a great introductory sour beer. Hibiscus Gose receives coriander and sea salt during the boiling and then is steeped with dried hibiscus flowers at the end to create a vibrant pink hue. ABV: 4.2% Packages: 6 pack bottles and draught Availability: August

Boulevard Tropical Pale AleTropical Pale Ale is inspired by Boulevard’s collaboration with Florida’s famed Cigar City Brewing. This pale ale has citrus and tropical fruit notes with refreshing flavors of grapefruit and passion fruit. ABV: 5.9% Packages: 12 oz. cans and draught Availability: Year-round


NewPRODUCTSCastle Island Candlepin Hoppy Session Ale

Candlepin is designed to pack full hop flavor into an easy drinking, crushable session ale with booming aromatics and a clean finish. This session ale has Citra and Columbus hops that yield massive flavors of tropical fruit and citrus zest with a hint of floral spice. ABV: 4.4% Packages: 16 oz. cans and draught Availability: Year-round

Castle Island Keeper IPAA hybrid of West Coast and New England IPAs, Keeper blends a soft, balanced bitterness with enormous hop flavor. A duo of massive dry hop charges infuse intense aromas of pine pitch, ripe grapefruit, and fresh-squeezed orange juice. ABV: 6.5% Packages: 16 oz. cans and draught Availability: Year-round

Cidergeist Semi Dry CiderSemi Dry is cider fermented to amplify the fragrance and essence of the apple whilst achieving a delightful, lip smacking dryness. ABV: 6.2% Packages: 6 pk cans and draft Availability: Now!

Cidergeist Dry Hopped CiderThis is a dry as a bone cider that is dry-hopped with Centennial hops for a kick of citrus that adds delicious hoppy dimension. ABV: 6.2% Packages: 6 pk cans and draught Availability: Now!

Coronado CansCoronado cans are here! The California-based brewery is now offering their flagship Islander IPA and their refreshing, light-bodied brew rife with citrus zing and a hint of earthy spice, Orange Avenue Wit in 12 oz. cans! Availability: Now, year-round

Coronado Easy Up PaleCoronado’s newest year-round offering goes down smooth! Relax with a fresh take on a smooth, flavorful ale. Cascade and Mandarina hops combine with bready malt for a sunny dash of citrus and hints of caramel sweetness. With this easygoing pale ale, you’ll have it made in the shade. ABV: 5.2% Packages: 12 oz. cans and limited draught Availability: Now, year-round

Far from the Tree NovaNova is an off-dry, hopped cider made with 100% Massachusetts apples and is the only canned hopped cider in Massachusetts. ABV: 8% Packages: 16 oz. cans and draught Availability: Now!

Captain Lawrence Effortless Grapefruit IPAThe only effortless thing about this beer is how it drinks. Domestic and imported malts take a backseat to loads of American Crown hops that are dumped into the kettle and dry-hopped for a mouthwatering aroma with Mosaic

and Palisade hops. ABV: 4.5% Package: 12 oz. cans only Availability: March

Captain Lawrence Sunblock Unfiltered Summer IPACaptain Lawrence’s unfiltered summer IPA with Sorachi Ace hops. This new and improved recipe comes with oomph in flavor that has a great summertime body. ABV: 5.8% Package: 12 oz. bottles only Availability: April

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NewPRODUCTSLong Trail Green Blaze IPAThis Summer IPA features flavors of pine resin and tropical fruit hop notes. ABV: 6.5% Packages: 12 oz. cans and bottles Availability: March

Spencer Trappist IPAInspired by American brewcraft creativity, Spencer IPA is crisp, fragrant and golden-hued and is one of a kind, generously hopped, bright and bitter. ABV: 7.2% Package: 12 oz.bottles only Availability: Now!

Two Roads Lil’ Heaven Session IPA

This session IPA is made with Azacca, Calypso, Mosaic and Equinox hops with notes of tropical fruits, including apricots, passion fruit and grapefruit and finishes with just enough toasted malt character to balance. ABV: 4.8% Package: 12 oz. cans only Availability: Now!

Truly Spiked & Sparkling Colima LimeIn France, they call the lime “Citron Vert” but we believe they are so much more than just a “Green Lemon”. Colima Lime provides a slight tartness with a

crisp but subtle sweetness. ABV: 5% Package: 6 pk bottles only Availability: April

Truly Spiked & Sparkling Grapefruit & Pomelo

The sweet, fresh aroma of Truly Spiked & Sparkling balances your first sip. The grapefruit & pomelo tempt your taste buds with slightly sour and tangy notes and an undercurrent of sweetness. ABV: 5% Package: 6 pk bottles only Availability: April

Truly Spiked & Sparkling Pomegranate

Pomegranate seeds are known for their juicy sweetness which is complemented by a slight tart flavor. Truly Spiked & Sparkling Pomegranate is clean, crisp and refreshing with a hint of this juicy super fruit. ABV: 5%

Package: 6 pk bottles only Availability: April

Foolproof Queen of the YahdQueen of the Yahd is a unique IPA brewed with real raspberry and American hops. The combination makes this IPA delicious and totally crushable. ABV: 5.2% Package: 16 oz. cans only Availability: May

Shipyard Island Time IPAShipyard Island Time IPA is an easy drinking session IPA with a bright, West Coast hop profile. A bouquet of grapefruit and pine contributed by Amarillo and Simcoe hops is followed by a smooth hoppy finish. This refreshing IPA will transport you to your Island Time no matter where you are. ABV: 4.5% Packages: 12 oz. cans and draught Availability: Year-round, beginning in April

Redd’s Blueberry AleRedd’s Limited Pick Blueberry Ale is a refreshing reminder that summer is not far away. A clear, crisp appearance with mild carbonation and light mouth feel are accompanied by ripe blueberry tones that are further enhanced by true-to-fruit tartness and sweetness. ABV: 5% Packages: 12 oz. bottles and 16 oz. cans (and in the Redd’s Variety Pack) Availability: April


When Demand Exceeds SupplyMany 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 Burke 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 Burke Sales Representative to discuss a similar option.

SeasonalSELECTIONSA Variety of Travelers Shandy MedleyThe Shandy Medley includes: Traveler Grapefruit Shandy, a deceptively delicious wheat beer made with real grapefruit; Curious Traveler, a wheat ale with real lemon and a touch of lime added for a bright, juicy citrus aroma and flavor; Traveler IPA Shandy, a wheat ale brewed with citrusy hops & grapefruit and Time Traveler Strawberry Shandy, a vibrant wheat beer made with real strawberry for a subtle, yet complex flavor. Availability: April

Coney Island Concession Stand Variety PackConcession Stand is Coney Island’s hard soda variety pack. It includes: Hard Orange Cream Ale, an amalgamation of orange, vanilla and spice inspired by the deliciously unexpected concoctions you only find on the boardwalk; Hard Ginger Ale, a tantalizing libation enhanced with exotic West African ginger; and Hard Root Beer, a new twist on an old favorite – with hints of vanilla, licorice and birch, this root beer will bring you back to the boardwalk. Availability: April

Blue Moon Belgian Table PilsThis summer, Blue Moon takes inspiration from the pilsners of Europe to create a sessionable craft beer. Blue Moon Belgian Table Pils is a Belgian-style pilsner brewed with mandarin orange peel and 2-row Moravian barley for

a balanced, refreshing summertime beer. Light to medium in body, Table Pils features a light sweetness with a very low, balanced bitterness and a sweet finish from the mandarin orange. Pair it with fish tacos, chicken stir-fry, and orange sorbet. ABV: 4.2% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: April

Twisted Tea Summer BlueberryThe flavors of blueberry and real iced tea come together in Twisted Tea’s refreshing spring/summer seasonal. ABV: 5% Packages: 12 oz. bottles and 24 oz. cans Availability: April

Twisted Tea Bourbon Barrel

The newest offering from Twisted Tea has a refreshing, real iced tea taste with a splash of bourbon flavor. ABV: 5% Package: 12 oz. bottles only Availability: Now

Twisted Tea Party PackThe new Twisted Tea Party Pack will replace the Twisted Tea Mixed Up Pack. Perfect for all Twisted Tea drinking occasions like BBQs, tailgates and NASCAR, the Party Pack includes the perfect mix of flavors in 12 oz. cans: Twisted Tea Original, Half & Half, Bourbon Barrel and Raspberry. Availability: Now!

SeasonalSELECTIONS


Samuel Adams Summer AleGolden, hazy and thirst quenching, this American wheat ale balances bright, citrus Noble hops and spice for a lively brew that’s perfect on a warm, sunny day. ABV: 5.3% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Mid-March

Samuel Adams Porch Rocker

Tart and refreshing, Porch Rocker is a crisp, golden lager with a fresh-squeezed lemon taste. This unique quencher is perfect for warm weather drinking. ABV: 4.5% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: March

Samuel Adams Adventures in Lager Variety PackThis collection of six distinctive Samuel Adams lagers includes: Boston Lager, full-flavored with a balance of malty sweetness contrasted by hop spiciness and a smooth finish; Noble Pils, brewed with all five Noble hops from the world’s oldest growing regions for a distinct and complex hop character; Double Black, a dark, rich, roasty brew with subtle notes of caramel & chocolate sweetness and an unexpected fresh, crisp finish; Ella Blanc IPL, a combination of an IPA’s hoppiness with a lager’s crispness, this IPL is made with piney and tropical Australian Ella hops and floral and wine-like, German Hallertau Blanc hops, creating a flavorful beer with a delicately distinguished hop character; Double Bock, intense and warming, this indulgent lager is brewed with over a half-pound of malt in each bottle, creating a deep mahogany color, rich caramel sweetness and smooth flavor with notes of toffee and caramelized sugar and Double Pilsner, an abundance of Hallertau Mittelfrueh Noble hops gives this beer an unmatched flavor dimension and complexity. Availability: Limited quantities in March

Angry Orchard Orchard SamplerAngry Orchard’s new seasonal variety pack includes: Crisp Apple, Green Apple, Hop’n Mad, Stone Dry, Summer Honey and Elderflower. Availability: April

Samuel Adams Summer Variety PackSamuel Adams’ 2016 Summer Variety Pack includes: Boston Lager, full-flavored with a balance of malty sweetness contrasted by hop spiciness and a smooth finish; Summer Ale, crisp and tangy with refreshing lemon peel and a hint of pepper from rare Grains of Paradise; Belgian Session, Sam Adam’s version of a traditional Belgian ale; Whitewater IPA, has the intense hop character of an IPA with the crisp wheat character of a white ale; Heaven or Helles, a bright lager with a light hoppiness and smoothness and Got To Gose, slightly tart with a pinch of salt. Availability: Late March

Samuel Adams Beers of Summer Can Variety PackThe Sam Adams Beers of Summer Can Variety Pack includes: Summer Ale, crisp and tangy with refreshing lemon peel and a hint of pepper from rare Grains of Paradise; Porch Rocker, tart and refreshing, a crisp golden lager with a fresh-squeezed lemon taste and Downtime Pilsner, a laid back golden pilsner with the floral spiciness of Noble hops and the fruit and citrus character of new German varieties. Availability: April

SeasonalSELECTIONS


Smirnoff Ice Hurricane PunchPunch is an instant crowd pleaser, but it’s challenging for consumers to make. Blended to perfection, Smirnoff Ice remixes a New Orleans classic with a refreshing splash of original lemon-lime and a hint of carbonation in their new spring seasonal, Hurricane Punch. With real fruit flavors and balanced sweetness, this complex drink is easy to enjoy without the fuss. No recipe, no mixing and no searching for the right bowl! ABV: 5.8% Package: 11.2 oz. bottles only Availability: April/ May

Smirnoff Ice Seasonal Variety PackFull of limited edition, cooler-ready cocktails, this seasonal variety pack includes Smirnoff Ice Screwdriver, Hurricane Punch, Strawberry Bellini and Watermelon Mimosa. Availability: May

Shiner Prickly PearBack this year after a wildly successful rookie campaign, Shiner’s spring/summer seasonal is a refreshing lager that features the red fruit of the Prickly Pear Cactus. This beer has an aroma of strawberries, watermelon and honeydew with a tart mouth feel, reminiscent of apple. ABV: 4.9%. Packages: 12 oz. bottles, 12 oz. cans and draught Availability: Late March

Mike’s Hard Raspberry ElderflowerHard Raspberry Elderflower is made up of a unique blend of raspberry and tropical floral notes of the elderflower with the refreshing taste of lemonade and all natural flavors. It is lightly sweetened with raspberry juice and a hint of elderflower blossoms. ABV: 5% Package: 11.2 oz. 6 pack bottles only Availability: Limited quantities in April

Mike’s Hard WatermelonHard Watermelon Lemonade is made with freshly picked watermelons, providing an amazing taste of summer. Dark pink in color with a ripe melon aroma, Hard Watermelon is an amazingly refreshing blend of ripe juicy watermelon and tart lemonade. ABV: 5% Package: 11.2 oz. 6 pack bottles only Availability: April

Narragansett Del’s Shandy Del’s Shandy is a collaboration between the iconic Rhode Island beer and the region’s favorite summertime treat, Del’s frozen lemonade. The two flavors are combined to create a most refreshing summertime adult beverage. One sip leads to another. Taste and enjoy for yourself… It’s refreshingly different!! ABV: 4.7% Packages: 12 and 16 oz. cans and draught Availability: April

Narragansett Summertime Citra Ale Extremely refreshing and drinkable, Summertime Citra is the perfect beer for a day at the beach or a backyard barbecue. Superbly balanced, this golden ale is made with 2-row pale malt and Citra hops. Strong aromas of citrus and passion fruit are balanced and mild on the palate. ABV: 4.2% Packages: 12 oz. cans, 16 oz. cans and draught Availability: April

Narragansett Clam Shack Summer Variety Narragansett’s summer variety pack contains: Narragansett Lager, a crisp and refreshing classic American lager; Summertime Citra, a superbly balanced golden ale made with 2-row pale malt and Citra hops and Del’s Shandy, a refreshing combination

of Narragansett Lager and Del’s lemonade. You can’t have the perfect summer bash without the Clam Shack Variety Pack! Availability: April

SeasonalSELECTIONS


Baxter PalomaPaloma is a clean, crisp, dry and refreshing hybrid of the American pale ale, golden and cream ale styles, which is truly fit for the warm summer months. ABV: 4.9% Packages: (Newly designed) Cans and draught Availability: Now!

Baxter TarnationTarnation was Baxter Brewing’s inaugural lager. American crystal malts provide light toast and caramel notes along with the beer’s rich amber hue, while Munich malt supplies Tarnation’s malty structure. ABV: 5.3% Package: (Newly designed) 12 oz. cans only Availability: Now!

Coronado Berry the HatchetBerry the Hatchet is a light and refreshing fruit-infused ale. Brewed with red raspberry, blackberry and boysenberry, this ale has a crisp fruity tartness and a vibrant color. ABV: 4.6% Package: 22 oz. bottles only Availability: May

Boulevard Smokestack Series Love Child No. 7The Love Child Series of “wild” ales are barrel-aged with such boisterous cultures as Lactobaccillus and Brettanomyces. The three personality traits of this ale are funk, sour and fruit. ABV: 9.2% Package: 750 ml bottles only Availability: May

Boulevard Ginger Lemon RadlerBoulevard Ginger Lemon Radler is a zesty, refreshing take on the tradition of mixing

beer with soda or lemonade to create a light, thirst-quenching beverage ideal for warm weather. ABV: 3.3% Packages: 6 pack cans and draught Availability: April

Boulevard Smokestack Series Saison BrettA traditional Belgian-style saison is the starting point for Saison Brett but then it is dry-hopped using Amarillo hop variety and conditioned with a variety of yeasts including Brettanomyces. This limited release ale is funky and fruity. ABV: 8.5% Packages: 750 ml bottles and 1/6 barrels Availability: May

Boulevard Smokestack Series Tripel Julep 2016This barrel-aged Belgian-style Tripel was inspired by a late-night mint julep after a beer festival and was first created in 2014. Long Strange Tripel serves as an excellent base beer, contributing fruity esters and a slightly sweet malt character to showcase the bold whiskey flavors and refreshing spearmint quality. Briefly aged in freshly emptied whiskey barrels, Tripel Julep is infused with mint just before packaging. ABV: 11.5% Package: Draught only Availability: April

Woodchuck Summer Time Summertime is the perfect time for sipping cider. Woodchuck Summer Time delivers a crisp apple cider topped off with a touch of blueberry juice. This seasonal cider is crafted to be as refreshing as a summer day is long. ABV: 5% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: March

Coronado Orange Ave. WitOrange Ave. Wit, Coronado’s take on a witbier, is infused with orange zest, coriander and orange blossom honey. This light-bodied beer has a sunny citrus zing with a hint of earthy spice, and pays homage to Coronado’s main street brewpub home. ABV: 5.2% Packages: 12 oz. 6 pk bottles and cans Availability: April

SeasonalSELECTIONS


Ithaca Cayuga CruiserCayuga Cruiser is a slightly tart

and exceptionally refreshing Berliner-Weisse style ale. Mildly hazy in appearance and light in body, this beer delivers the perfect combination of elements resulting in supreme and satisfying drinkability. ABV: 4.2% Packages: 12 oz. bottles and

draught Availability: May

Ithaca Happy PilsHappy Pils is clear and refreshing with a healthy

amount of spicy noble German hops and a dynamic yet restrained malt backbone using a traditional German lager yeast. ABV: 5% Packages: 12 oz. bottles and draught Availability: Now!

Long Trail Cranberry GoseLong Trail Cranberry Gose is brewed with freshly pressed New England cranberries, coriander and a splash of salt. ABV: 5.2% Package: 12 oz. bottles only Availability: April

Long Trail Summer AleAn unfiltered golden ale made to chill out summer’s hottest days. Remarkably light on the palate, with a soft pilsner malt character and a distinct citrus hop aroma. ABV: 4.3% Packages: Bottles and draught Availability: April

Long Trail Survival PackThis seasonal sampler includes three bottles each of: Long Trail Ale, Green Blaze IPA, Mostly Cloudy and Summer Ale. Availability: April

Peak Ginger SaisonThis is Peak’s Saison with hints of spice and fruit from the Belgian yeast. Fresh ginger from farms in Western Massachusetts provides a spicy yet refreshing burst of ginger. Try this one with Asian cuisine, Nicoise salad or fresh tomatoes. ABV: 4.7% Packages: 12 oz. bottles and draught Availability: Late March

Peak Summer Session AlePeak’s summer seasonal can be described as a marriage of a traditional summer wheat beer and a West Coast pale ale. With an American ale yeast and heavy dry-hopping, this beer is distinctly a pale ale with a touch of wheat. Locally grown NY state wheat provides a complex mouth feel, while Amarillo dry-hopping creates a citrusy aroma. Summer Session Ale is a clean, crisp and refreshing sessionable beer. ABV: 5% Packages: 12 oz. bottles,

12 oz. cans and draught Availability: April

Peak Espresso Amber AleThis robust, malty, amber ale is brewed with roasted, organic fair trade espresso from Irving Farm Coffee Roasters. Substantial amounts of Munich malt provide a perfect backbone for the rich, roasty flavor imparted by the espresso. Peak Espresso Amber is the first Fair Trade Certified beer brewed in the United States. ABV: 7% Package: Draught only Availability: April

Peak Super FreshSuper Fresh is Fresh Cut’s assertive big brother. A wicked dry-hopped pilsner dripping with juicy, citrus hop character, this beer is a blast of deliciousness. Try it with something spicy. ABV: 7.6% Packages: 16 oz. cans and draught Availability: May

SeasonalSELECTIONS


Otter Creek Fresh SliceFresh Slice is a white IPA with a healthy dose of hops and clementine juice. ABV: 5.5% Packages: 12 oz. 12 pk bottles and 12 oz. cans Availability: April

Otter Creek Mixed Bag Variety PackThis variety is a mixed bag of year-round brews and

seasonal treats including: Steampipe, Fresh Slice, Couch Surfer and Over Easy. Availability: April

Sea Dog SunfishSea Dog Sunfish is a light-bodied wheat beer with a fragrant peach essence and a clean,

refreshing grapefruit finish. ABV: 4.6% Packages: Bottles and cans Availability: April

Two Roads Road JamRoad Jam is a summer seasonal wheat ale brewed with a mélange of real red and black raspberries, then accented with a kiss of fresh lemongrass. ABV: 5% Packages: 12 oz. cans and bottles Availability: May

Revolution Hero Series Galaxy HeroBrewed for the Chicago Comic and Entertainment Expo, this IPA shoots a ray gun blast of Galaxy and Zythos hops into your mouth and leaves a crisp, dry finish. ABV: 7% Packages: 12 oz. cans and draught Availability: March

Revolution Hero Series Crystal Hero

A crisp and refreshing IPA exploding with fresh hop character, named for a somewhat forgotten yet amazing hop variety named Crystal. A unique hopping program gives this beer a massive, clean bitterness and fresh hop aroma bursting with hints of citrus and fresh fruit. ABV: 7.2% Packages: 12 oz. cans and draught Availability: May

Revolution Rosa Hibiscus AleRosa is a highly drinkable ale steeped with hibiscus flowers for a natural tartness and slight pink hue. ABV: 5.8% Packages: 12 oz. cans and draught Availability: April

Shipyard Summer AleShipyard Summer Ale is a traditional American wheat beer. With its inviting color and mellow malted wheat flavor, it’s sure to please those looking for a clean, cool taste sensation on long, hot, summer days. ABV: 4.8% Packages: 12 oz. cans and draught Availability: April

The Shed Mountain MixerThis variety pack includes: Mountain Ale, a rugged brown ale; India Pale Ale, a hoppy good ale; Profanity Ale, an obscenely malted and hoppy ale and Hellbrook Pilsner, a gnarly noble-hopped pils. Availability: Now!

Leinenkugel’s Summer ShandyThis shandy has a creamy lemon yellow color with an inviting cloudy haze. It’s moderately aromatic with a lemon citrus aroma that interplays with bready malt notes and spicy hop undertones. ABV: 4.2% Packages: Bottles, cans, draught Availability: April


SpiritsBorducan Orange Liqueur

Borducan Orange Liqueur has been produced in Italy using a secret family recipe since the year 1872. A delightful combination of fragrant oranges, Italian Alpine herbs, and the rarest saffron makes it the

perfect addition to classic cocktails. It shines equally original chefs’ creations and Italian inspired aperitifs. ABV: 35%

Cimarron TequilaCimarron is a highlands tequila, made from

100% estate grown agave. Bright and crisp with a clean smooth flavor of baked agave. Designed with an affordable price point for cocktails; Cimarron is as popular with consumers as it is with mixologists. Available in Blanco and Reposado. ABV: 40%

Don Fulano Tequila Don Fulano is the legacy of four generations of agave growers from the Fonseca family. In 1973 Don Enrique Fonseca and his eldest son made the transition from growers to tequila producers, purchasing the La Tequiliña distillery from Bacardi & Co where they now produce their own line of premium tequilas in hand-

blown bottles. Available in Blanco, Fuerte (100 proof), Reposado, Anejo and 5 Year Extra Anejo. ABV: 40%

El Dorado 12 Year RumProduced in British Guyana, South America since 1670 at the same facility used to supply the British Royal Navy for over 200 years, El Dorado

12 is the flagship product of Demerara Distillers Limited. Consistently rated as one of the best rums in the world; scoring 98/100 points with the Beverage Testing Institute of Chicago. The minimum age rum in the bottle is 12 years old. ABV: 40%

Señor SangriaWith a passion for creating authentic sangrias using only the finest ingredients, Señor Sangria is a bottled sangria unlike any other. All natural fresh fruit juices are combined with high quality wines from Chile to create a homemade taste right out of the bottle. Available in Classic Red and White. ABV: 8%

Fortaleza TequilaRate the #1 Tequila by Men’s Journal Magazine, Fortaleza is made by fifth-generation tequilero Guillermo Sauza. Recreating the same tequila that his great-great-grandfather Don Cenobio produced in 1873, Fortaleza Tequila is made using only the finest blue agave that is laboriously crushed using a stone wheel before the juice is fermented in small wooden vats and then distilled in tiny copper-pot stills for maximum quality control. Available in Blanco, Reposado, and Anejo. ABV: 40%

Frapin Grand Champagne CognacFrapin Cognac is a single estate cognac from the Cognac’s Premier Cru area, the Grand Champagne. Established in the year 1270 the Domaine Chateau Fontpinot is remarkable estate that produces exceptional, elegant cognacs aged far beyond the legal age requirements for VS, VSOP, and XO marks. ABV: 40%

Maine Craft Distilling Fifty Stone Single Malt WhiskeyA true “farm to flask” product made from barley grown in Maine. Each batch is painstakingly malted by hand to create a unique whiskey, reminiscent of the highland single malts of Scotland. Fifty “stones” of barley (700lbs) are required to make each barrel of this delightful local tipple. ABV: 45%

MoutaiMoutai is brand of baijiu (pronounced bye-joe); a class of distilled spirits native to China. Produced in the same facility since 1644, this iconic brand made from 100% sorghum and distilled using wooden stills. In 1951 it was named the national spirit of China. Due to its popularity, in 2015 Moutai surpassed Johnny Walker as the most valuable brand of spirits in the world. ABV: 53%


Coors Light Summer 12-Pack Loyalty Rewards ProgramLed by the rallying cry, “Every Climb Deserves a Refreshing Finish,” the Coors Light summer program emphasizes summer as the time to get outdoors, get active and be social. Coors Light is promoting a comprehensive summer campaign with clear, dynamic and consistent messaging. The summer program is supported by a 360-degree, through-the-line activation, both on and off-premise and national partnerships with Spartan and GoPro Mountain Games. The new Coors Light television, digital and out of home support has helped the program see 30% growth in summer vs. 2015.

To drive the Coors Light summer initiative, the brand is launching a 12-pack rewards program. This program (that will run from May through August) will be exclusively featured on 12-packs of Coors Light cans and bottles. The secondary packaging will feature rewards messaging and graphics. By purchasing 12-packs of Coors Light cans or bottles, consumers can collect and register in-pack codes, which they can redeem for cool gear and amazing Rocky Mountain adventures.

Spirits ProgramsPanamá-Pacific RumA Spanish-style rum distilled from molasses made exclusively from sugarcane grown in the Herrera region of Panama. Aged in both Bourbon and Tennessee whiskey barrels these smooth rums have notes of vanilla, caramel and butterscotch flavors. With limited quantities, 9-year and 23-year-old rums available, Panamá-Pacific’s age statement reflects the youngest rum in the blend, not just a portion of it. 9-Year ABV: 47.3% 23-Year ABV: 42.3%

Prohibition Distillery Bootlegger Gin

Inspired by the classic style of London dry gins, this juniper forward American gin is made just 74

miles west of Massachusetts in the town of Roscoe, New York. Coriander seeds, Lemon Verbena leaves, Orris Root,and bitter orange peels are macerated in 120 proof neutral spirits (distilled from American Corn) before being distilled into this award-winning gin. Gluten Free and Certified Kosher by the Orthodox Union. ABV: 47%

NON-ALCOHOLIC OPTIONS

Red BullRed Bull Energy Drink is a functional beverage with a unique combination of ingredients. It has been specially developed for times of increased mental and physical exertion. Red Bull vitalizes body and mind, increases performance, increases concentration and reaction speed, improves vigilance, improves emotional status and stimulates metabolism. Red Bull is Energy Drink is also available in SugarFree. Availability: Year-round Packages: 4pk 24/8.3oz, 24/12oz, 24/8.3oz

Red Bull EditionsRed Bull Energy Drink now includes the Blue, Red and Yellow editions. Each flavor combines the boost of Red Bull with the flavors of blueberry, cranberry and tropical fruits. Availability: Year-round Package: 8.3 oz. 4pk cans


Programs

Redd’s will make spontaneous summer entertaining anything but typical, providing fun summer party and food ideas in a way that is far from routine. Summer thematic tools will inspire spontaneous entertaining, displays will create an entertainment/party destination for shoppers, and display case cards with recipe tear pads will offer easy solutions for entertaining differently.

Redd’s Wicked wants consumers to host a wicked-good time to kick off the summer and set the tone for the party. These consumers want to come to the party with a beverage that says they are ready to get it started. The Redd’s Wicked summer program will instigate shoppers to kick-start their summers in April by providing retail tools to create a Wicked party-center feel in-store to leverage impulse-purchases and get the party started.

This program will be supported by national TV media; targeted local out of home; and digital, data-driven targeting on desktop and mobile.

High-ABV FMBs have been growing faster than any other segment in convenience store locations and faster than almost every segment. In general, high ABV accounted for 31% of the growth in the FMB category through August 2015.

Coors Light NHL Playoffs

Only Coors Light, the Official Beer of the Stanley Cup Playoffs, goes to great lengths to keep consumers refreshed throughout the excitement and celebration of the NHL playoffs. The NHL playoffs attract 317 million viewers, and NHL fans drink more beer than fans of any other sport. Thirty-one percent of Coors Light loyalists watch NHL on network or cable TV. With NHL playoff games happening frequently, it’s a good reason to celebrate with a Coors Light.

Keystone Light Summer Star-Spangled ‘StonesThis summer, celebrate the colors that never run and the men who never run away from showcasing their American pride. Keystone Light will be available in patriotic packaging to showcase its love for the U.S.A.

Patriotic secondary packaging will be available in 12 oz. 30-packs, 18-packs, and 12-packs with the 12 oz. cans remaining in equity colors. Patriotic singles will be available in 24 oz. cans.


Programs

Sam Adams Untap SummerAs part of Untap Summer, Sam Adams will be focusing on getting the Samuel Adams brand to be a staple in drinkers’ summer experiences. As part of this, they will be owning the #SamSummer hashtag, and encouraging drinkers to share how they Untap Summer with #SamSummer to generate buzz.

In 1925, Modelo started with the simple vision to create a “model” beer. Today, Modelo stays true to its long, proud history of brewing high quality beers made to be enjoyed.

Modelo Especial grew 2.1 times more than competitors during Cinco 2015 and the Modelo brand family experienced double digit growth by channel. Over the past four years, Modelo Especial has grown 16.2 million cases, outpacing competitors by 10.2 million cases, and continues to lead the growth at Cinco!

In 2016, Modelo is launching a new festive look inspired by iconic cues, bringing forth the authenticity of the brand. The all new festive POS and merchandise will recruit new drinkers into the Modelo franchise by increasing brand awareness, purchase consideration and trial among “experience seekers” eager to celebrate with cervezas authenticas.

With the Most Interesting Man gone, it’s up to Dos Equis drinkers to make this year’s Cinco more interesting. The good news is… he hasn’t left them empty-handed. Before taking off on his last adventure, the Most Interesting Man left a note with a friend asking that the items that made his previous Cinco celebrations so memorable be given to his most supportive fans.

Dos Equis drinkers can prove their fandom by purchasing the beer for a chance to claim these fabled items for themselves. Find out how at DosEquis.com.

Tecate Presents Canelo V KhanTecate is expanding its dominance in the ring by partnering with Golden Boy Promotions and Canelo Alvarez. The brand’s strong boxing association continues to lead to aggressive sales growth.

In 2016 Tecate will expand its ownership of boxing with fully integrated support including retail tools, fights featuring Canelo Alvarez during key selling dates in May and its association with Golden Boy promotions as well as TV and digital media campaigns.

#KeepItMoving with Smirnoff Ice Electric In Partnership with Live Nation, Smirnoff Ice Electric and EDM (Electric Dance Music) are teaming up to get everyone moving! This summer, Smirnoff Ice Electric will sponsor and be sampled at 22 music festivals – reaching 1.5 million people! EDM is the hottest music genre right now, loved by 62% of all Millenials and growing. These sponsored festivals will be supported with local media and advertising in each participating city. #KeepitMoving with Smirnoff Ice Electric!


Programs

Mike’s Gives Heroes A WelcomeThe Boot Campaign is all about raising the spirits of active duty military and veterans, and Mike’s is helping by donating $250,000 to the Boot Campaign in 2016! This equates to roughly $0.25 per 12 Pack Fridge Pack, and this partnership is displayed on each individual package. Proceeds will provide assistance to veterans looking for jobs, housing and family support. Check out bootcampaign.org to see fun and refreshing ways to get your employees involved.

Palm Breeze & Shazam On March 1st, Palm Breeze launched a unique microsite housed within the Shazam app, focused on exclusive content and offers catered to millennial women. This partnership will create the most unique consumer experience for a brand this year. In-store, consumers will be greeted with Shazam call outs on the shelves, on pack and on stand-out POS like the Shazam the Can standee. To help retailers communicate this program, a sell-in video has been created that explains how Shazam works for Palm Breeze.

View the video at: vimeo.com/153000207

Password: ShazamPB

Shiner Toast our TroopsShiner Beers has a long-standing connection to the United States military. And for many troops here and abroad, Shiner has always been a taste of home. 2016 marks the sixth year of their partnership with the Boot Campaign, and they’d like to thank you for the continued support of Toast Our Troops.

NASCAR is coming to Boston! Labor Day Weekend, save the date!


RetailEDGECategory Management

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 [email protected] or 610-660-2254.

Do you really know what drives your business?

In the last issue we discussed the triple bottom line of “people, planet and profits”. That is the new yardstick that many consumers, especially younger ones, use when they judge whether your business is one that they will support. This new generation of social media savvy consumers will make the world a better place by forcing us to make better business decisions. In other words, we need to worry about more things than just money.

If we give people what they want, when they want it, how they want it and where they want it, we will be rewarded with loyal customers, sales and profits. Category management techniques help answer the what and where questions. It initially started with grocery stores in the early ‘90s as a way to maximize the “real estate” based on what sold at the register (consumer driven) versus who had the largest promotional budget (manufacturer driven). Over time, this has expanded to leverage data and shopper insights, product, pricing, assortment and planning. These concepts apply to both on and off-premise retailers.

So what does this mean for you and your business?

You need to understand how your consumer purchases your products. You probably already have most of the data you need to make better decisions. A great starting point would be to do a share of market/share of shelf analysis. For example, if Brand A represents 10% of your business, it should represent 10% of the space used to merchandise the product. Typically, we do this in linear feet, which takes packaging and the way you merchandise into account.

Consumers like to see full shelves and rarely buy the last item on the shelf. The old adage “stack it high and watch it fly” still works. Sounds basic, but many companies don’t understand this concept.

From here you begin to add variables like seasonality, promotions, new products and other data to make better decisions. Think back to the Pareto principle or “the 20/80 rule”. Take your POS data and rank the items you sell from top to bottom. You can do this with sales or profits. I would bet that the top 20% of these items represents close to 80% of your sales or profits. Make sure these items are always in stock!

Then you can start reallocating space to the other items based on percentage of sales or profits. Make sure to have dedicated space for seasonal items and new products. This allows consumers who are looking for those “hot brands” to find them in the same place consistently. Using data to make your merchandising and assortment decisions will allow your customers a better shopping experience and you will generate more sales/profits.

If you have multiple locations, make sure to adjust your merchandising for each location as no two retail locations have the same customer profile. What sells well in one location may perform poorly in another.

Whether on or off-premise, you need to make sure that you understand how consumers buy your products, and adjust your merchandising and marketing programs accordingly. It will positively impact your bottom line!

Burke BeerBLOGWhat a Lovely Time for LagersBy Patricia Sheehan

There was a long period in this country’s history when lagers pretty much ran the table as far

as options went. A wave of German immigrants in the late 1800s brought their brewing traditions over with them, and German lagers then overtook British ales as the preferred beer in the land. They tweaked their traditional recipes to incorporate corn and rice (ingredients always in abundance), and ka-blam. The American Lager was born!

For many people, the concept of “beer” and “American Lager” was (and is) basically one in the same. However, ales and lagers are just two different styles of beer based on the type of yeast that’s used as well as fermentation temperature and time. The “microbrew” boom in the 90s introduced a lot of people to wide varieties of beer styles for the first time, and contributed to the proliferation of craft ales today.

What has this all meant for the lager? Good news – lagers aren’t going away any time soon. More craft brewers are experimenting with them, offering brightly flavored, higher ABV versions. Peak Organic’s Fresh Cut Pilsner builds on the traditional pilsner malt profile with bold, organically grown New England hops, the types of which have become a staple in American IPAs.

Different styles of lagers have their own dedicated fans, but nothing holds a candle to the popularity of the classic American Lager. In the early days of large scale brewing in this country, people mostly drank beer brewed from the closest regional brewery. Many of these breweries either didn’t survive Prohibition, or they merged with larger outfits. One of the few remaining is Narragansett. The Rhode Island hometown favorite celebrates their 125th birthday this year! Narragansett embraces their historic status by periodically releasing retro cans from the 30s and 70s, the span of time in which they were the best selling beer in New England.

One of the appeals of lighter styles of lagers is their relatively low alcohol content. These are the “lawnmower beers” people go to when they’re at a cookout, watching sports, or, well, mowing the lawn. Notch Brewing out of Salem makes well-crafted lagers and ales that are all below 5% ABV, being one of the first breweries in the country to promote the term “session beer.” Their flagship beer is Notch Pils, which uses a recipe based on the traditional pale lagers of the Czech Republic. It’s a 4% ABV unpasteurized and unfiltered pilsner with herbal hops and a crisp, biscuity finish. They also brew more contemporary lager styles, like their Long Play India Pale Lager. LPIPL uses slightly darker malts to complement the addition of Ella, Citra, and Mosaic hops.

Mostly due to the low alcohol and use of pale malt in American Lagers, this style is naturally low in calories. In 1972, this appeal was improved on with the introduction of Miller Lite. The beer went national in 1975 and helped propel Miller into a ranking that they still enjoy as one of the biggest breweries in America. They brought back their original “Lite” logo for what was supposed to be a brief period of time in 2013, but they got such a positive response that they decided to keep it. Miller Lite embodies the homegrown Light Lager style – it’s pale, crisp, and easy to drink with a dry finish. Miller Lite was the first light lager on the national stage, and many still consider it the best.

Spoetzl Brewing out of Shiner, Texas is anything but new – they’ve been brewing their Shiner Bock for 117 years. Spoetzl

brewery was founded in 1909 by German immigrant Kosmos Spoetzl, making Shiner Bock a prime living example of the German contribution to American brewing. Shiner Bock is a lager, but its name is somewhat of a misnomer. Although it is dark, malty, and lightly hopped like a traditional German Bock, its 4.4% ABV and inclusion of corn makes it a self-described American Dark Lager.

Some beers are modest about the awards that they’ve won, but others are so proud they incorporate their accolades into their very name. Pabst Best Select Lager won many awards in the early years of their 172 year tenure. After winning another blue ribbon at the Columbian Exposition in Chicago in 1893, they made the “Blue Ribbon” a permanent part of their name. Known nowadays by the more informal “PBR”, they’re still racking up awards; in 2015 Pabst won “Best Large Brewing Company of the Year” at the Great American Beer Festival.

We’d be remiss if we didn’t throw some love to a world famous lager

named after our own fair city. Samuel Adams Boston Lager was one of the first beers to usher in the first wave of the craft beer

revolution. It’s a true-to-style Vienna Lager, coppery in color with a bready sweetness. It pairs excellently with all types of cuisines and is a manageable 4.9% ABV, making it a staple in restaurants and backyard barbeques.

These are only a few examples of the wide varieties of lagers available, but they show the diversity and innovation that’s alive and well in American brewing. There’s a lager for every big game, good meal, and get-together with friends. We raise our glass and say “Na zdraví!” to the great lager!


89 Teed DriveRandolph, MA 02368781-986-6300

Are you Cinco ready? It will soon be that time of year when amigos meet for chips and guac, big laughs and of course, a few rounds of Corona. In 2016, Corona will offer an all new, 360° campaign to enhance festivities and encourage friends to get out and celebrate Corona de Mayo together.

In the weeks leading up to Cinco, Corona will outspend all other beers on national TV in this competitive time period. Corona has also increased their digital investment 25% over last year. And it’s important to point out that this is on top of the increased TV investments. They’re not cutting TV to shift to digital, rather they are adding incrementally overall.

DID YOU KNOW?

1. Cinco de Mayo is equally celebrated amongst both the general market (57%) and Hispanic consumers (55%).

2. Corona is an inclusive, social brand that brings people together and is universally enjoyed.

3. Corona’s unquestioned prominence as the #1 Mexican cerveza and its uncomplicated nature makes it easy to celebrate with.

Winter is on its way out and that means Marathon Monday is on its way in! Stock up on Samuel Adams 26.2 Boston Brew supplies, from coasters to glassware. The 120th Boston Marathon is April 18th. Save the date!

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