THE LEADER OF THE PACK

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1 Summer 2017 V.6 BURKE DISTRIBUTING THE LEADER OF THE PACK A Burke Distributing Publication Account Spotlights Seasonals Burke Beer Blog New Products Programs TWO ROADS BREWING CO. SUMMER SELECTIONS DIFFERENT TYPES OF FRUIT BEER

2 Letter tothe TRADE Dear Valued Customer: I HAVE A GOOD FRIEND WHO ALSO HAPPENS TO work in the beer industry. We were recently discussing the state of the business and something he said stuck out to me: There are those who have and there are those who have not. He was referring to Constellation Brands, which encompasses Corona Extra, Corona Light, Modelo Especial, Modelo Negra, Pacifico, and Victoria. We were fortunate enough to start selling these brands again in 2015, after not having done so since I was thrilled to have them back in house, but at the time I had no idea of their power and potential. It was obvious that Corona was a force to be reckoned with, but the strength of the entire portfolio has been astounding. Modelo Especial is the second largest selling import in the US it outsells Heineken two to one! We re not quite there yet here in Boston, but the trajectory of the brand s popularity tells me that it will either get to that level or very close to it. We are so proud to be able to sell Constellation s portfolio in most of our territory and we re looking forward to growing business for both them and our retail partners who also recognize this dynamic portfolio and the value it brings. Constellation is one of the many suppliers that we re proud to represent. We work hard to cultivate a large selection from our supplier partners that I think showcases the best and brightest in different sub-categories and styles. This strategy enables us to have our finger on the pulse of this ever changing, crazy business! It also ensures that we provide a broad selection of products for you, our customers. You have your own diverse customer bases to serve, and we want to have the best products that are right for you. We all know that the consumer has been more fickle in recent years. I want Burke to continue to offer up what your customers have been seeking out, whether that liquid comes to them in a can, a bottle, a tulip glass, or a pint. Summer is here, and the season is in full swing in Boston! Patios both at the bar and at home fill up with people getting together and enjoying their favorite summer drinks. Blue Moon is one of my go-tos when I get to relax outside with family and friends. I also expect to see a lot of seltzers like Truly and White Claw on those patios again this year after their continued success. We saw the promise in that style early on, and it s been impressive to see how much seltzer has grown since it was introduced. I love that Boston is hosting more and more events and festivals each summer that bring in a ton of visitors to our city. Boston Calling and Sail Boston 2017 are two examples of large-scale events that showcase how truly world-class of a place it is that we call home. You ll be able to find me drinking a beer and admiring the Tall Ships somewhere fun in Boston! I love the summer! In This ISSUE Brewer Highlight...1 Cover Story...2 Atlas Liquors...4 Independent Restaurant Group...5 New Products...6 Seasonal Selections...8 Spirits Programs Burke Beer Blog Cheers! Bill Heady Times is published four times a year, courtesy of Burke Distributing Corporation.

3 BrewerHIGHLIGHT Two Roads Brewing LOCATED JUST A FEW MINUTES OFF I-95 IN STRATFORD, CT, TWO Roads Brewing Company has been offering up a wide variety of exceptionally brewed beer since their doors opened in While they always feature a variety of styles to choose from, their No Limits Hefeweizen, Lil Heaven Session IPA and Road 2 Ruin IPA have become mainstays of Boston draft lines. Road Jam is their summer seasonal and Roadsmary s Baby follows up in the fall. They re both flavorful, modern twists on standard seasonal styles and have been embraced by our local beer drinking public since they were first introduced. The brewery was founded by four friends who turned a 100 year old, vacant factory into one of the largest state-of-the-art breweries in the US. Master Brewer and co-owner Phil Markowski is a veteran of the business who started his professional brewing career in 1989 at New England Brewing Company in Norwalk, CT. Besides being a Master Brewer, Markowski is also a writer in his spare time. His book, Farmhouse Ales, is the go-to guide for any beer enthusiast or brewer seeking information about the saisons of the French and Belgian country sides. His beers have been awarded medals at the World Beer Cup, the Great International Beer Festival, and the Great American Beer Festival. According to Markowski, the most challenging part of his job is staying current, or better yet, staying ahead of trends. It s easier said than done in this industry, but Two Roads has managed to flourish with their creative recipes, care put into quality control, and thoughtful approach to the market. Expansion is frequently a result of success, and Two Roads recently announced that they re adding a 25,000 square-foot building to their brewing campus that will solely be used for barrel-aging and souring. Situated on 2.5 acres of newly-acquired land adjoining the existing brewery, this $12 million facility will feature foudres, a coolship, and storage for 2000 wooden barrels. It will also include a tasting room equipped to accommodate 120 visitors overlooking a wetlands preserve. Anyone who wants to peep some herons while drinking a variety of wildfermented and barrel-aged beers can expect to live that dream by summer of If that seems like a long time to wait, there s no shortage of excuses to visit the brewery in the meantime. This summer s event schedule includes their annual Road Jam Music Fest on June 24 th. It s a day of great beer, food trucks and live music. The fest is named for Two Roads Road Jam. It s a wheat ale fermented with red and black raspberries and accented with fresh lemongrass. When broken down, Markowski and his team use over two pounds of raspberries per case! The quality and quantity of this addition is evidenced in nearly every characteristic of the beer. It s a destination on its own, but if you re in the area it s more than worth getting off the highway at Exit 31 and paying Two Roads Brewery a visit. Tours are available on the weekend, and the tasting room is open every day. Until you can make it down there though, rest assured that we ll keep bringing the best part of Two Roads up to you. HeadyTimes v.6 1

4 CoverSTORY Mike s Hard Lemonade Company The Leader of the Pack While the rest of the Flavored Malt Beverage category chugs along at about 4% growth, the premium-priced & never-price-promoted FMBs from Mike s Hard Lemonade are posting double-digit gains. IT S GOOD TO BE IN THE FLAVORED MALT BEVERAGE (FMB) SEGMENT. Consumers of all ages, not just millennials, constantly look for new flavors in the easy-to-drink adult beverage category. That is why the segment continues to grow. But most FMB consumers migrate from one brand to the next as they explore the newest flavor. Brand loyalty in the FMB category is practically nonexistent. But that s not true if your name happens to be Mike. Mike s is thriving. In fact, it is the FMB category leader. This year, the entire Mike s Hard Lemonade (MHL) portfolio, which includes Mike s Hard Lemonade, Mike s Harder, Cayman Jack and White Claw, is up 12%. And that s on top of four straight years of growth. Mike s Marketing VP Sanjiv Gajiwala recently recognized by Ad Age magazine for the success of his scrappy, digital messaging campaigns explains how you can increase your profits by leveraging MHL s portfolio. When speaking to retailers, I remind them that too many choices overwhelm consumers. Lots of studies confirm that an overwhelmed consumer buys less. So if you want to increase FMB profits, you have to ask yourself if you really gain anything by allocating valuable shelf space [for example] to six more root beers. Root beer drinkers are happy, but what about everyone else? That s where my products come in. Consumers are smart. They want whatever tastes the best. And they also care about the quality of the ingredients. There is no doubt that the introduction of new flavors drives growth that s true for any food & beverage category. But, offering more flavors isn t enough to grow a brand. Mike s brands are growing and here s why First off, we care about what s in the bottle. That s why all our products [Mike s, Mike s Harder, Cayman Jack and White Claw] have a consistent following. Our sales grow because of our quality. The liquid is really good. A lot of brands talk about quality, but we only use the best, natural ingredients to flavor our malt base which is so pure we are about to get a trademark for it. And everything is 100% gluten free. To maximize profits, savvy retailers offer their customers the best version of a unique product. In essence, allocating shelf space based on the quality of the liquid in the bottle. That s what consumers want. And they are willing to pay for it. Our best-selling seasonal ever, Mike s Hard Watermelon is a perfect example. It s back this year because of consumer demand. We have actually been told that it tastes like a real watermelon, but without the seeds. Of all the FMBs sold last summer in a sixpack, Hard Watermelon was number one. And when it was on display, its sales increased 61%. We re building on that success by launching Mike s Harder Watermelon (8% ABV) in 16 oz. cans. 2 HeadyTimes v.6

5 CoverSTORY Understanding who is attracted to the different products in the MHL portfolio gives you insights that will increase sales. Sanjiv says Mike s Hard Lemonade Appeals to all LDA Drinkers. Sad people don t drink Mike s. Happiness is universal. Finally, I d like to mention that all our greattasting products are supported by their own, individual social media programs. Lots of traditional beer advertising fails because ad agencies take one concept and retrofit it for, say, Twitter or Facebook. We recognize that our products appeal to different consumers for different reasons. The Cayman Jack drinker is also into craft beer. [Cayman Jack sells better if it s displayed with craft beer.] And they choose to get their information in different ways. Obviously millennials are always looking at their phones. Our Facebook pages get more engagement than any other alcoholic beverage. And we will be back on TV again, so look for our commercials. There are so many reasons to get behind our portfolio. Of course, I m going to say that my products are high-quality and unique. That s what a marketing guy has to say. Right? But in Mike s case, it s true. Folks from all LDA groups, not just millennials, want authenticity, fun, convenience and great taste. We ve checked all those boxes. And just because you have grown up, doesn t mean you can t have fun. Sad people don t drink Mike s. We get consumers to smile when they get a glimpse of our quirky lemon logo. The enjoyment of a Mike s is associated with life s happiest moments, so there s an emotional connection there. In any business, that s the Holy Grail. So why not give this never-price-promoted lineup more visibility in your store? White Claw Mike s Harder Typically, Mike s Harder appeals to males 21 to 29 years of age. Cracking open a Mike s Harder single-serve helps this consumer shift from a workday mindset into fun mode. The bold flavors and higher ABV are more intense, just like him and the experience he is after. Cayman Jack These consumers are into mixology and crave the taste and quality of a drink made by a bartender. Quality ingredients and the flavors they impart matter. This consumer is like the hop head who knows what every variety tastes like. Mixology can be complicated, but Cayman Jack gives this customer an over-the-bar experience anywhere, anytime. Cayman Jack sells best when displayed with craft products. The success of this product is proof that flavored, alcoholic seltzer water isn t a flash in the pan. Low in sugar and alcohol, White Claw appeals to consumers who want to be healthy, but still have fun. Natural ingredients matter to this label-reading consumer who probably also drinks lots of flavored seltzers that are alcohol free. HeadyTimes v.6 3

6 Off-PremiseSPOTLIGHT Atlas Liquors IF YOU HAVEN T BEEN TO ATLAS LIQUORS IN MEDFORD LATELY, YOU might not recognize it when you walk through the door. The fifty-five year old store recently went through a comprehensive renovation, putting in a new state of the art cooler, a new floor, as well as converting a portion of the warehouse area to office space and expanded selfserve cold storage. The planning and construction was a long process, according to third generation co-owner Jeff Fine. We wanted to do renovations for a while. We all put our heads together and hammered it out, but at times it was a challenge. The construction took over a year, but we stayed open the whole time. That s not true we closed for five minutes while they replaced the security grid on the front door. Sister and co-owner Natalie Fernsebner laughs when she recalls planning the renovations with her brothers. We talked about it and argued over it and tussled about it and twisted about it for years, but we pulled the trigger. We all worked together pretty well. The Medford store joins another location in Quincy and the flagship in Roslindale, where their grandfather, Louis White, ran a grocerette. Our grandfather was a butcher by trade. After the repeal of Prohibition in 1933 he got one of the first licenses for liquor. That soon outsold everything else, so he went all in. He opened Atlas Medford in the 50s, then tore that store down and built a brand-new one across the street in The Quincy store joined the family in the 70s. Louis s children worked in the family business, and today Jeff and Natalie co-run the stores with their brother, Peter. Jeff contends that his grandfather was a pioneer in the business. We were one of the first liquor stores to focus on low-margins and high volume. We were one of the first to have carriages, one of the first to have female cashiers. We were also one of the first self-serve liquor stores. It used to be that a clerk would get you what you wanted. Part of the drive behind the Medford renovation was to accommodate more space for beer, a category which Fine says is growing. We re doing better and better with imports. Modelo is growing, and Corona is huge for us in a lot of different packages. We move through a ton of Coronitas, that s on fire. Domestics like Miller and Coors have been and continue to be incredible volume brands for us. We re also seeing a lot of growth in the craft category, which requires a lot of upkeep. We re lucky to have a great staff that keeps on top of the trends and pays attention to not only what s hot, but the solid and steady movers too. Jeff also values the relationships that his family has built with their reps (Incidentally, their Burke rep looks just like Justin Timberlake) and distributor partners. After nearly eighty-five years in the business, the relationships that have developed over time are important. We have a strong connection to all of our distributors; some of them have been our partners nearly the whole time. After decades of trading with these businesses you develop very close professional and personal ties. Jeff, Natalie, and Peter aren t the only family who work at Atlas. We try to treat our employees like family, and in fact, we employ multiple members of a few different families. It s one of the things I m proudest of. Jeff takes a moment to list the four separate families with multiple members who work among the stores. Those connections are important to Natalie as well. As a member of a family who owns a business, I take it as a great compliment that the people that have worked with us for a long time bring their own family members in to work with us. That to me is one of our greatest accomplishments. These values extend to giving back to the community at large. Since its inception, Natalie has been heavily involved with A Sip in the Park, an annual charity event featuring samples of wine and craft beer that takes place at Fenway Park. It s organized by and raises money for the local chapter for the American Foundation for Suicide Prevention. The siblings also make it a priority to support other charities and organizations close to their stores as a way to be connected to their different communities. After spending his whole life in the business, Jeff s focus is on keeping up with what he sees as a shifting retail landscape. One of the big challenges we face today is staying competitive in an industry that s always changing. Their family s game plan is tried and true: Be fair to your customers and your employees. Do right by them, and they ll do right by you. Service, selection, pricing. It s the trifecta. 4 HeadyTimes v.6

7 On-PremiseSPOTLIGHT Independent Restaurant Group OVERSEEING THE DAILY OPERATIONS OF ONE RESTAURANT or bar is a difficult task, never mind five different restaurants and a performing arts space. That s what Jess Willis, Chief Operating Officer of the Independent Restaurant Group, does every day. She s been with the company for fifteen years, when the Independent was just one year old. Today, in her role as COO, she oversees six different Somerville businesses: Foundry on Elm, Saloon, and the Rockwell Theater performance space in Davis Square; River Bar in Assembly Row; and Brass Union and The Independent in Union Square, where it all began. The focus of each place is slightly different. The Independent is its own entity. We never set out to be a beer bar here, we were just a neighborhood place. As it turns out, the neighborhood really likes beer so that s what we do. We opened with sixteen draft lines, then went to twenty-four, then went to thirty-two. The taps are always rotating at the Indo, but there are some breweries that can always count on having a permanent home on the beer list. Guinness is consistently our best seller. We always have a Notch beer on draft at all of our bars. We love their Single Series and always have Pils in cans. We d go to the end of the earth for Notch and we think they would for us too. Willis has observed that the tastes of their craft beer clientele have altered slightly. There s a lot less of wanting to find the weirdest stuff you can find. From our perspective, I like being able to move through a few kegs a week of something and have it be fresh, go through the lines, and not just sit. Foundry on Elm also puts a large emphasis on their beer program. It s a big deal over there. They do an amazing beer dinner every Thursday night, it s very low key. It s always two courses and two beers for $20. It s not a ticketed event and not everyone in your party needs to do it which makes it easy for everyone. It s a good opportunity for people to check out a couple of beers that they might not have tried, and to have some food that we think pairs well with those beers. It s meant to be fun and if you re into beer, it s really a bargain. Resting under Foundry is Saloon, a speakeasy-inspired establishment with a focus on craft cocktails, whiskey, and beer. At the end of a hallway in the back of Saloon you can find the Rockwell Theater. We just reopened it as the Rockwell, but it s been a theater space for a long time. We do a lot of live music there, a lot of national acts that are maybe doing side projects. Their DJ nights are always a big hit, and the giant Jenga and Connect Four games out back help keep the crowd entertained. Willis stresses that the group s success is due in large part to the team she works with. We pride ourselves in our employee retention and longevity. We hire smart, creative, talented people and give them the space they need to do what they do. That s how Ken always ran the businesses and that s how we try to continue on. Ken Kelly opened the Independent sixteen years ago, oversaw the most recent completion and opening of River Bar, and all the other places in between. He passed away from cancer a little over a year ago at the age of forty-five. He was like a producer. He d put the teams together and let them do their thing. They now host a fundraiser every year on Ken s birthday at a different bar in the group for a team of riders who raise money for Dana Farber under Team Kelly. Willis says it was Ken s enthusiasm and love for Somerville that have helped grow the success of their establishments. He was very invested in Somerville and this particular neighborhood. The idea behind the Indo was let s just make it fun and have it be a fun neighborhood place to hang out. Ken Kelly and his team were able to accomplish that for not just one place, but six. River Bar is just a little ways away, in the heart of Assembly Row. The huge patio complete with fire pits and views of the Mystic is a major draw. River Bar lives for summer. A lot of times people do that whole patio tour down Assembly Row, so it gets pretty busy. Something that s always featured at River Bar is cider from Bantam. We re neighbors; they re right up the street from us. We ve tried to support them from the very beginning, we love having them so close by. We go through a lot of Bantam at River Bar. Back in Union Square, laid-back Brass Union is just a few doors down from the Independent. It features upscale American pub food with a craft-centric cocktail and beer list. HeadyTimes v.6 5

8 NewPRODUCTS Blue Moon 4/6 Pack 16 oz. Aluminum Pints Blue Moon Belgian White Belgian Style Wheat Ale will soon be the first craft beer available in 16 oz. aluminum pints! Cayman Jack Margarita Made with 100% blue agave nectar, organic limes and real cane sugar. ABV: 5.9% Package: 11.2 oz. Bottles only Redd s Apple Ale 4/6 Pack 16 oz. Aluminum Pints Redd s Apple Ale will soon be available in 16 oz. aluminum pints! In the crowded landscape of flavored beer, FMBs and ciders, the unique aluminum pint package will allow Redd s to stand apart from other flavored offerings and provide a point of differentiation for consumers. Farmer Willie s Extra Ginger An extra spicy version of Farmer Willie s alcoholic ginger beer with the same blend of cold-pressed ginger, fresh lemon juice, and Willie s secret mix of spices with even more ginger. Naturally gluten free. ABV: 4.5% Package: 12 oz. Cans only Modelo Chelada Tamarindo Picante This ready-to-drink Chelada has the flavors of sweet tamarind and spicy chipotle peppers that are authentic to Mexican cuisine and Michelada traditions. ABV: 3.3% Package: 24 oz. Cans only Captain Lawrence 6 th Borough Pils This pilsner is bright, crisp and hoppy brewed with Crystal and Columbus hops and dry hopped with Crystal and Mosaic hops. ABV: 5% Package: 12 oz. Cans only Bantam Cider Ginger Beer This smooth and spicy ginger beer is fermented in real ginger root giving it a big and bold bite. ABV: 5.5% Package: 12 oz. Cans only Old Planters Brewing Co. Old Planters Brewing Co. was built on the foundation of friendship, hometown roots, and a love for creating hop forward ales. In 2014, two long time friends (Matt Sullivan and Ben Garry), took their obsession for home brewing to the next level and created a licensed brewery in the cellar of their home. With a shared desire to put their spin on brewing craft ales and connecting with their local community, Old Planters Brewing Company was born. Naming the brewery after the Old Planters (the founding fathers of Beverly, MA) was a way to pay homage to the city where the two friends grew up and to poke fun at their lifelong residency as townies. However, it was also created as a reminder to remain true to a vision and always be open to exploring uncharted territories. A reminder to stay rooted in classic brewing technique, but to also be open to innovation and experimentation as well. Old Planters Crop Rotation IPA Crop Rotation IPA is brewed with the finest hops available while creating a smooth drinking experience. Every bottle is filled with distinct aromas and flavors. ABV: 5.6% Packages: 12 oz. Bottles and Draught 6 HeadyTimes v.6

9 NewPRODUCTS Foolproof The Grotto The Grotto IPA boasts juicy flavors and aromas straight out of a tropical paradisefruity American hops complement a smooth, light body. ABV: 6.5% Packages: 16 oz. Cans and Draught Red Bull Summer The Red Bull Summer Edition contains the same high quality ingredients as Red Bull Energy Drink with the taste of Grapefruit. ABV: Non-alcoholic Package: 12 oz. Cans only Availability: Now, in limited quantities *Off-premise only. Ask your Red Bull Driver Sales Representative for more information. Revolution League of Heroes This new IPA variety pack contains Anti-Hero IPA and a rotating selection of Hero-Series IPAs. Each new iteration of the pack will contain one featured Hero-Series IPA that is debuting through the League of Heroes pack. ABV: Varies Package: 12 oz. Cans only Rodenbach Fruitage This sessionable red ale is a balanced blend of aged beer (Aged two years in oak foeders) and young beer with a medley of red fruit. ABV: 4.2% Packages: 8.45 oz. slim Cans and Draught Available: Now! Samuel Adams Bohemian Pilsner Old meets new in this crisp pilsner, which showcases new and heritage hops. The classic Noble hops offer a floral spiciness while the new varieties add a fruity, citrusy character. Together, they create an elegant yet laidback golden pilsner. ABV: 5% Package: 12 oz. Bottles only Smirnoff Sparkling Seltzer 12 Pack Cube This variety pack includes Watermelon, Cranberry Lime, Orange Mango and Berry Lemonade. ABV: 4.5% Package: 12 oz. Cans Availability: July A New Look for Sam Adams Light Samuel Adams Light has some new duds! The updated Sam Light packaging corresponds with the entire rebrand of Sam Adams. The clean, bold patriotic design makes the beer more recognizable and easier for consumers to spot. Samuel Adams Light is not a light version of another beer, rather it is a crisp and refreshing amber lager with a rounded sweetness, subtle hop character and clean, smooth finish. ABV: 4.3% Packages: 12 oz. Bottles and 15 pack 12 oz. Cans White Claw Hard Seltzer Variety There s a new White Claw in town! Raspberry Hard Seltzer joins Natural Lime, Ruby Grapefruit, and Black Cherry in the White Claw 12 pack Variety. HeadyTimes v.6 7

10 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 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. ZIMA The legend returns for a limited time! Anyone who was old enough to drink in the 90s has cause for celebration because ZIMA is finally making its official comeback! This refreshing citrus beverage gives drinkers the chance to re-live or experience for the first time, an innovator of the beverage alcohol industry and an icon of 90s culture. It s gonna go fast, so get it before it s gone! ABV: 5% Package: 12 oz. Bottles only Availability: Limited quantities in mid-june Leinenkugel s Grapefruit Shandy Each batch of this shandy begins with Leinenkugel s traditional weisse beer. It s then combined with natural white grapefruit flavor that adds a note of fresh-cut citrus. ABV: 4.2% Package: 12 oz. Bottles only Moosehead Radler A 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 Mike s Harder Watermelon Warrior Hold on for an intensely refreshing blend of ripe, juicy watermelon and tart lemonade. The liquid is dark pink and the aroma is of classic, freshly-cut, ripe watermelons. Unlike the overly sweet, candy-like profile of other watermelon beverages, Harder Watermelon delivers an authentic, mouth-watering watermelon taste before finishing clean with no lingering sweetness. ABV: 8% Package: 16 oz. Cans only Palm Breeze Variety Pack Key Lime Cherry joins Pineapple Mandarin Orange, Ruby Red Grapefruit, and Strawberry Pineapple in the new Palm Breeze 12 pack Variety. Guinness Brewers Collection Guinness has brought together four of their finest summer ales and lagers to create this year s Brewers Collection. The variety includes: Guinness Irish Wheat, clean with low bitterness, Irish Wheat has a subtle clove/banana flavor and a hint of zesty citrus; Guinness Golden Ale, a refreshing bite yields to a dry finish, making for an enjoyable brew; Guinness Rye Pale Ale, the rustic, spicy character of the rye grain gives this amber ale a peppery bite, balanced with citrus and grapefruit from the Mosaic and Cascade hops and Hop House 13, crisp, full-flavored and refreshing, this beer is hoppy but not too bitter, with a malty finish. Availability: June Twisted Tea Tropical This Summer edition has real iced tea taste with notes of passion fruit. ABV: 5% Packages: 12 oz. Bottles and Cans 8 HeadyTimes v.6

11 SeasonalSELECTIONS Samuel Adams American Summer Variety Pack The Sam Adams American Summer Variety Pack includes: Boston Lager, a perfectly balanced and complex lager made with the finest hand-selected ingredients; Summer Ale, a golden, hazy, thirst-quenching wheat ale; Hefeweizen, a hazy, goldenamber brew filled with smooth wheat character; Berliner Weisse, a slightly tart and highly effervescent beer with bright flavor and a light, bubbly body; Tropic of Yuzu, a distinctive brew that gets a citrusy punch from yuzu, a Japanese fruit with juicy hints of orange & grapefruit and Golden Hour, a light, golden lager with a dose of complexity from spicy, floral German Noble hops. Samuel Adams Porch Rocker This tart, refreshing brew is Sam Adams take on the Bavarian Radler, named for cyclists who inspired it. Traditionally a mixture of beer and lemonade, Porch Rocker combines a crisp golden Helles with a blend of real lemons to create a fresh-squeezed flavor. ABV: 4.5% Packages: 12 oz. Bottles and Cans Samuel Adams Summer Now available in 6-pack and 12-pack bottles and cans, Sam Summer is crisp and tangy with refreshing lemon peel and a hint of pepper from rare Grains of Paradise. Golden, hazy, and thirst quenching, this American wheat ale balances bright citrus, Noble hops and spice for a lively brew that is perfect on any summer day. ABV: 5.3% Packages: 12 oz. Bottles, 12 oz. Cans and Draught Angry Orchard Summer Honey Angry Orchard Summer Honey is light and refreshing with a fruit-forward apple taste. Made with a touch of wildflower honey, this seasonal cider is bright and not overly sweet. ABV: 5% Package: 12 oz. Bottles only Traveler Grapefruit Shandy 15 Pack Cans Now available in 15 pack cans, Traveler Grapefruit Shandy is a deceptively delicious wheat beer made with real grapefruit. It delivers a bright and satisfying citrus aroma and flavor, then quickly disappears, leaving you searching for another. ABV: 4.4% Traveler Refreshment Variety Pack This variety pack includes: Curious Traveler Lemon Shandy, Aloha Traveler Pineapple Shandy and Grapefruit Traveler Shandy. ABV: Varies Package: 12 oz. Cans only Curious Traveler Lemon Shandy This lemon shandy starts with American craft wheat ale, which delivers a crisp, light body. Fresh lemon and just a touch of lime are added to bring out a bright, juicy citrus aroma and flavor. ABV: 4.4% Packages: 12 oz. Bottles and Draught Availability: June Narragansett Town Beach IPA This session IPA is dry-hopped at the end of the brewing process to deliver a well-rounded hop profile with a crisp, clean, fruity flavor with just the right amount of bitterness. ABV: 4.7% Package: 16 oz. Cans only 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 crisp, 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% Package: 12 oz. cans only HeadyTimes v.6 9

12 SeasonalSELECTIONS Baxter Ceremony This crisp IPA is brewed with gunpowder green tea leaves, matcha green tea powder and a combination of American, German and Australian hops. ABV: 4.2% Packages: 12 oz. Cans and Draught Availability: June Baxter Bootleg Fireworks This double IPA is dry but light-bodied that is intentionally non well-balanced and unfiltered. The malt profile is purposely light leaving a booming hoppy haze. ABV: 9% Packages: 16 oz. Cans and Draught Availability: June Baxter Summer Swelter Although Summer Swelter is a wheat-based beer brewed with real lemon and lime peel, additions of real lemongrass and kaffir lime leaves, along with a blend of citrusy American hops, make it anything but sweet. Swelter features a pleasant-not-overpowering bitterness, while remaining light and refreshing. ABV: 4.7% Packages: 12 oz. Cans and Draught Boulevard Hibiscus Gose This is a great introductory sour beer, Hibiscus Gose receives coriander and sea salt during boiling, then dried hibiscus flowers are steeped at the end to create a vibrant pink hue (really, though, it s pink!). The result is a tangy, sweet and sour ale with a refreshing citrus character. ABV: 4.2% Packages: 12 oz. Bottles and Draught Availability: Now, in limited quantities Boulevard Ginger Lemon Radler Boulevard s take on the German radler style is super bright, refreshing and easy-drinking, balanced by tangy citrus, slight sweetness and a touch of ginger spice. ABV: 4.1% Packages: Cans and Draught Availability: June Black Hog S.W.A.G. S.W.A.G. (Summer Wheat Ale Brewed with Grapefruit) is a refreshing American wheat ale with hints of citrus from fresh grapefruit peels and a light herbaceous pop from herbs grown in the brewery s garden boxes. ABV: 4.7% Packages: 12 oz. Cans and Draught Captain Lawrence Sunblock IPA This Summer IPA is brewed with pale and wheat malts making a refreshing American Wheat Ale. Unfiltered and dry hopped for a bright, hoppy finish, this beer will help you fight off the sun all season long. ABV: 5.8% Package: 12 oz. Bottles only Captain Lawrence Effortless Grapefruit IPA Domestic and imported malts take a backseat to the loads of American grown hops that are dumped into the kettle. Dryhopped for mouthwatering aroma with Mosaic and Palisade hops, and infused with natural grapefruit flavor to add to the refreshment. ABV: 4.5% Packages: 12 oz. Cans and Draught Castle Island Jetty This sour brew is a low alcohol, citrus-forward, quenching wheat beer with a refreshing pop from an overnight kettle souring. A dry hop of Citra, Mt. Hood and coriander creates a spritely aroma, while a light crackery malt finish preserves the beer s body and balance. ABV: 4% Packages: 16 oz. Cans and Draught Far From the Tree LEI This summer cider is made with pineapple, jalapeno and 100% Massachusetts apples. ABV: 8% Package: 16 oz. Cans only 10 HeadyTimes v.6

13 SeasonalSELECTIONS Farmer Willie s Craft Ginger Beer Farmer Willie s alcoholic ginger beer is a delicious blend of cold-pressed ginger, fresh lemon juice, and Willie s secret mix of spices. Naturally gluten free. ABV: 4.5% Package: 12 oz. Cans only Long Trail Survival Pack This seasonal sampler includes: Long Trail Ale, Green Blaze IPA, Mostly Cloudy and Summer Ale. ABV: Varies Package: 12 oz. Bottles Foolproof Forecast Forecast is Foolproof s first kettle-soured beer in the series. This sour session ale is dry-hopped, tart and refreshing with a fruity hop aroma. ABV: 4.5% Packages: 16 oz. Cans and Draught Ithaca Cayuga Cruiser Ithaca Hop Kist This mid-summer sessionable seasonal is a refreshing citrus IPA brewed and dry-hopped with a combination of honey malt and Citra hops. ABV: 4.75% Packages: 12 oz. Bottles and Draught Availability: June This refreshing Berliner Style Weisse Ale is slightly tart with a mildly hazy appearance and light body. Brewed with Crystal hops and pilsner, pale and wheat malts. ABV: 4.5% Packages: 12 oz. Bottles and Draught Long Trail Blackbeary Wheat This American wheat ale is brewed with blackberries to impart a pieon-the-windowsill sweetness. ABV: 4.2% Package: 12 oz. Cans only Long Trail Blaze Box This IPA variety pack includes: Citra Blaze IPA, Green Blaze IPA, Grapefruit Blaze IPA and Evergreen Blaze IPA. ABV: Varies Package: 12 oz. Bottles only Notch Single Series This single series is a single brew that rotates monthly. May is Plenty for All, an oatbased pale ale that celebrates juicy British malt and June is Hootenanny, mild acidity, low alcohol content and high carbonation fermented with four strains of lactobacillus for a tart yet rounded sourness. ABV: Plenty for All 4.5%, Hootenanny, 3% Package: Draught only Otter Creek Fresh Slice White IPA This white IPA features the spicy, estery flavor profile of Belgian yeast laced with the juicy hop flavors and aromas of American hops. ABV: 5.5% Packages: 12 oz. Bottles and Cans Availability: April Otter Creek Orange Dream This is a cream ale brewed with orange peels and vanilla that will transport you back to the days of ice cream headaches and popsicles. ABV: 5.3% Packages: 12 oz. Cans and Draught (12 oz. Bottles available in Mixed Bag Variety Pack) Availability: May Otter Creek Mixed Bag Variety Pack A mixed bag of year round brews and seasonal treats including: Backseat Bearner, Free Flow IPA, Orange Dream and Daily Dose IPA. Package: 12 packs HeadyTimes v.6 11

14 SeasonalSELECTIONS Revolution Hero Series Citra Hero This elegant American IPA is brewed with 2-row, Pale Ale, Red Wheat and Belgian Aromatic malts to provide a deep golden color and clean malt profile for this hoppy ale. Multiple additions of Citra in the brew kettle infuse this beer with deep layers of citrus aroma and flavor and a clean, crisp yet intense bitterness. After primary fermentation with Revolution s English Ale Yeast, it is dry-hopped with one pound per barrel of Citra once again to really load this ale up with a burst of fresh citrus fruit. ABV: 7.5% Packages: 12 oz. Cans and Draught Availability: July 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 Rising Tide Spinnaker Hefeweizen 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: May With a nod to the traditional hazy wheat beers of Germany, Spinnaker hefeweizen balances sweet yeast esters and spicy phenolics with a refreshing bready body. ABV: 4.5% Package: 12 oz. Cans only Rhinegeist Hustle This red lager is brewed with Bravo and Hallertau Blanc hops and crisp malt tones from Red-X, Maris Otter and Acid Malt. ABV: 4.8% Packages: 12 oz. Cans and Draught Available: Now! Rhinegeist Peach Dodo This German Gose is bright and frisky, tart and saline, and dances on the palate with punches of peach. ABV: 4.4% Packages: 12 oz. Cans and Draught Availability: June Rhinegeist Streaker A crowdsourced Rye IPA dry hopped with Citra and Mosaic hops that race across your palate in a lively, yet intimate and wildly exposed jaunt flaunting tropical fruit, dank, pineapple, and mango aromatic acrobatics. ABV: 6% Packages: 12 oz. Cans and Draught Availability: June Shiner Strawberry Blonde Shiner, TX is known for beer. Poteet, TX is known for strawberries. This summer, the best of both worlds have come together in one tasty beer. Brewed with juicy, homegrown strawberries from the strawberry capital of Texas and a mix of pale and wheat malts for a crisp finish Shiner Strawberry Blonde is ripe for the drinking. ABV: 4.3% Packages: 12 oz. Bottles, 12 oz. Cans and Draught Sea Dog Sunfish Sea Dog Sunfish is a light-bodied wheat beer with a fragrant peach essence and a clean, refreshing grapefruit finish. ABV: 4.6% Package: 12 oz. Bottles only Availability: April 12 HeadyTimes v.6

15 SeasonalSELECTIONS Shipyard Summer Seasonal Collection This 12 pack bottle collection of Shipyard s award-winning summer seasonals includes: Island Time Session IPA, a spicy, easy-to-drink session IPA with a delightful citrus and piney finish; Summer Ale, a traditional American wheat beer with an inviting color and mellow malted wheat flavor; Estival, Shipyard s traditional Summer Ale aged with wood chips from tequila barrels and either Signature Series Imperial Pilsner, a unique blend of German pilsner & Imperial IPA or Signature Series Imperial Rye, a spicy, golden red beer with a floral hop aroma sweet up front with a smooth, aromatic finish. Shipyard Melon This melon ale, golden in color, features Willamette and Saphir hops. Shipyard Melon is crisp, with a refreshing essence of fresh watermelon. ABV: 4.4% Packages: 12 oz. Bottles and Draught Shipyard Summer Ale A traditional American wheat beer, with its inviting golden color, mellow malted wheat flavor and less hoppy characteristics, its sure to please those looking for a clean, cool taste. ABV: Package: 12 oz. Bottles and Cans and Draught Peak Summer Session Ale Peak 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 Two Roads Bergamonster Bergamonster is an unfiltered uber wheat ale, made using raw wheat and a combination of new world and old world hops. It s brewed with bergamot oranges and spices for a distinctive, citrus kick in the mouth. ABV: 7% Packages: 12 oz. Cans and Draught Availability: June Two Roads Road Jam Brewed with a mélange of real red and black raspberries, then accented with a kiss of fresh lemongrass, this unique wheat ale has a stunning red color and mouthwatering berry aroma. Fruity and refreshingly dry. ABV: 5% Packages: 12 oz. Bottles and Cans Two Roads Persian Lime Gose Persian Lime Gose is kettle-soured in the Two Roads tanker truck trailer, a former milk tanker, that is parked on the grounds at Two Roads Brewery. Fresh Persian lime juice is sourced from a local craft juicery that is then blended into a classic Gose brew with a twistflaked rye. ABV: 4.5% Package: 16 oz. Cans and Draught Availability: June, in limited quantities. Ask your Sales Representative about this product. Wormtown Be Hoppier Be Hoppier is considered to be the big brother of Be Hoppy IPA. Brewed with mash hopping along with double dry hop and hop back processes to create a hop bomb of epic proportions. ABV: 8% Package: 12 oz. Bottles only Availability: July, in limited quantities. Ask your Sales Representative about this product. Wormtown Blonde Cougar Summer Ale Blonde Cougar has a light golden color from American grown pale malted barley, flaked maize, and MA grown wheat. A slightly sweet malt aroma continues into the flavor. Balanced by light hop bitterness and flavor. Finishes slightly dry. ABV: 5.1% Packages: 12 oz. Bottles, Cans and Draught HeadyTimes v.6 13

16 Spirits Buzzballz Stiff Lemonade 14 Just in time for Summer Buzzballz has a new flavor out. Stiff Lemonade is made using American vodka, fresh lemon juice and natural lemon flavor. It tastes just like lemonade, with a kick! A littleknown fact, all Buzzballz are certified Kosher! ABV: 15% Ferdinand s Saar Dry Gin Ferdinand s Saar Dry Gin is crafted from grain to bottle at Avadis Distillery in Germany s Mosel Region. It is flavored with 30 locally sourced botanicals, and is infused with Riesling. Highly aromatic herbs and fruits, both from their own cultivation in the Saar region and from the incomparable steep shale vineyard slopes of the Saar, round off the flavor. Saar Dry Gin is pot-stilled in small batches by Master Distiller Andreas Vallendar whose craftsmanship guarantees a high-quality product promising a sublime drinking experience. ABV: 44% Five O Clock Vodka Five O Clock Vodka from Laird & Company is a historic brand that has stood the test of time. Four times distilled and carefully blended, this all-american vodka comes in 1.75L, 750ml, 375ml and 200ml. When it comes to great value and exceptional quality, Five O Clock Vodka cannot be beat! ABV: 40% NON ALCOHOLIC Red Bull Energy Drink Red 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 Energy Drink vitalizes body and mind. Red Bull Energy Drink increases performance increases concentration and reaction speed improves vigilance improves the emotional status stimulates metabolism. Red Bull Energy Drink is also available in SugarFree. Packages: 4pk 24/8.3oz, 24/12oz, 24/8.3oz HeadyTimes v.6 Laird s Applejack Burke Distributing is now proud to carry the original American Spirit; Laird s Applejack. For over 300 years the Laird family has passed down the art of making Applejack. Laird was America s first commercial distillery with License #1 and in 1760 George Washington wrote the Laird family requesting their recipe for producing Applejack. We carry the 80 proof Applejack, the 100 proof Apple Brandy and we have a limited supply of Laird s Old and Rare Apple Brandies. ABV: 40-50% MANCAN Wines Handcrafted and gold-medal-winning wines from Sonoma country in a can! Each MANCAN is 375ml (half a bottle) is designed to be cracked open and drank right out of the can! MANCAN comes in a red-blend, a white-blend and a fizz (a white wine with bubbles). Perfect to throw in a cooler to take to the beach, pool or to enjoy at a BBQ this summer. ABV: 12.5% Senor Sangria Apple Raspberry New from Senor Sangria their limited release Apple Raspberry Sangria which comes in in a 1L resealable carton. Made from premium red wine, and all natural ingredients, Senor Sangria Apple Raspberry has no added sugar or preservatives, and is perfect for serving over ice. ABV: 8% Red Bull Editions Red Bull Energy Drink now includes the Blue, Green, Lime SugarFree, Orange, Purple SugarFree and Yellow. Each flavor combines the boost of Red Bull Energy Drink with other fruit flavors. Available: Year round *Green, Lime SugarFree and Purple SugarFree are only available in the Off-Premise. Please contact your Red Bull Driver Sales Representative to order. Package: 4pk 24/8.3oz

17 Programs Coors Light EVERYONECAN Can a brand use summer and sustainability to sell beer? Coors Light can. And it makes total sense. From backyard grilling get-togethers, to beach parties and summer festivities, all those empties can be recycled for a more sustainable world. This is one of Coors Light s mountains and they have been climbing it all along. They pioneered the first aluminum beer can in the 1950s and now have the largest solar array of any U.S. brewery that helps produce enough energy to brew 22 million beers! Every climb starts with a few steps. To reach some sustainability peaks during the summer selling season, this program has a lot to offer. Empty kegs become keg grills (select key retailers), old billboards become 12-pack cooler bags (featured as a text-to-win, selfliquidating offer for consumers) and bottle caps get collected and become art pieces for participating on-premise accounts. The unifying message that Coors Light puts on display in both on and off-premise accounts is that, if Coors Light can, then EVERYONECAN. Coors Lights sustainability efforts haven t gone unnoticed. There s a good buzz about the EVERYONECAN program, from the leading publication in the advertising/marketing industry: Ad Age! Check out the article online at Adage.com. Keystone Light Americana Packaging To celebrate the Fourth, America s favorite stones are suited up for summer in brand-new patriotic packaging Keystone Light s salute to those whose love for country comes first this time of year. Build the ultimate display with these eye-catching cases. They easily stack together to create the American flag! Add the patriotic pole topper, display case card and cooler, and together these pieces will create a display that Uncle Sam would be proud of. The packaging will be featured on Facebook, where fans will be winning Keystone Light swag all summer long. HeadyTimes v.6 15

18 Programs White Claw The Purest Seltzer in the World Consumers have spoken and White Claw is their brand of choice! This summer, the purest hard seltzer in the world will be taking over with unprecedented local and national brand support. White Claw Hard Seltzer will encourage pure enjoyment across the streets of Boston with, The Purest Hard Seltzer in the World campaign. Boston will have 1 bulletin, 1 painted wall ad and 60 bus shelters targeting 1MM consumer impressions including Boston s legendary Fenway Park. White Claw s campaign will also extend to print and digital media. Look for White Claw ads in Men s Health, Women s Health and ESPN magazine this May. With focus on distribution and getting liquid to lips, White Claw will maintain its place as the #1 hard seltzer this summer. Redd s Light & Blue Summer is America s favorite season and full of patriotic holidays where beer is a big part of the celebration. To help consumers who are planning a summer get-together and want to have something for everyone, Redd s Light and Blue will ease their tension by creating a one-stop-shop for their beer needs during this party stop trip mission, which provides all the beer options they need for their summer celebration. Off-premise, eye-catching labels and special displays (available May 1 st ) help shoppers quickly zero in on potential options. The mock-up of the billboard at Fenway Park had not been created at time of print 16 HeadyTimes v.6

19 Programs Pacifico Airstream Adventure In Summer 2017, Pacifico will team up with Airstream to create a campaign that entices and inspires experience seekers to get out and discover their world. The NEW Corona Summer Cans Are Here! Builds on Corona s successful summer packaging efforts and Can relaunch Creates consumer pull and drives distribution Modelo is the Official Beer of the Beautiful Game Casa Modelo will set the stage for the upcoming 2018 FIFA World Cup tournament by leveraging a flurry of soccer activity within the next 18 months, both at point-of-purchase and through ongoing engagement via social media and broadcast sponsorship. To start, Modelo is the Proud Sponsor of the 2017 Gold Cup! This brand new, four-year sponsorship with CONCACAF will only further solidify Modelo as the Official Beer of the Beautiful Game. New bilingual promotional packaging will both showcase this exciting new sponsorship, as well as encourage participation in this year s sweepstakes, giving consumers a chance to win an international soccer experience in HeadyTimes v.6 17

20 Programs Magners Irish Cider This is Sport. To celebrate the European soccer season, Magners will be heading into the market to join fans as they root on their favorite teams. With giveaways and promotions during the game, this Irish cider will not only be supporting the league, but their partner team, the Celtic FC, with new merchandise and retail POS. Twisted Talladega Tailgate One lucky winner and three friends will win the chance to head to Talladega for the October 15 race with the ultimate Twisted Tailgate! Prize package will include VIP tailgate and an upgraded NASCAR experience at the Big Race, including Hot Passes for Pit Road access. Sitting in the Pit Box is as close to the action as you can get without being in the driver s seat and meeting the driver of the 13 car! Program Timing: April-May POS: Pole topper, case easel, cooler stickers, washers game, tool box fridge 18 HeadyTimes v.6

21 Programs Where Will Sam Summer Take You? Samuel Adams is offering consumers three unforgettable trips to cap off one unforgettable summer. Colorful adventures will delight drinkers from coast to coast. POS, social and digital channels will drive drinkers to enter the sweepstakes. YELLOW Destination: Cadillac Mountain, ME Activity: Hike to see the first yellow sunrise in the country ORANGE Destination: Key West, FL Activity: Orange sunset party at Mallory Square BLUE Destination: San Juan Islands, WA Activity: Kayak tour through a blue bioluminescent bay Be Free This Summer with Angry Orchard From May through August, Angry Orchard is hitting the road to the best music festivals in the country! Consumers can join in the fun and enter to win VIP tickets to the festival of their choice at AngryOrchard.com. One grand prize winner will receive VIP tickets, travel and accommodations to Voodoo Music and Arts Festival in NOLA, five second prize winners will receive VIP tickets to attend either Bonnaroo, FYF Fest, Boston Calling, Bumbershoot or Voodoo Music and Arts Festival, five third prize winners will receive an outdoor bean bag chair and 1000 fourth prize winners will receive key chains with raincoats inside! Sam Adams Pour One Forward Pour One Forward returns for another year celebrating our military heroes. NEW this year: Samuel Adams is donating $0.50 for every Boston Lager 12-pack purchased from May 1 through July 5 to American Dream U, up to $150,000! On premise: buy one, give one Boston Lager pints; text-to-donate with BBC match Off premise: $0.50 donation to American Dream U for every Boston Lager 12-pack purchased; text-to-donate program with BBC match for CA Timing: May through July 5 HeadyTimes v.6 19

22 Programs Toast Our Troops with Shiner Continuing a long tradition of supporting our military, Shiner is proud to partner with the Boot Campaign again this year! This organization raises awareness and funds to help wounded veterans. Since 2011, the Toast our Troops program has raised over $625,000 for the Boot Campaign, with the mission, to promote patriotism for America and our military community, raise awareness of the unique challenges that service members face during and post-service and provide assistance to military personnel, past & present and their families. From May 1 st through July 31 st, the brewery will donate a portion of the sales of specially marked Shiner Bock cans directly to this worthy cause. Smirnoff Ice Open Up Your Weekend Photo entry national contest around weekend getaways (criteria and details TBD) A full suite of point of sale tools to communicate the national contest. Merchandising solutions and product specific POS that communicates product features/occasion relevance across channels. A full suite of tools available to dress small-large displays. Sampling customizable to the instore product focus. Cross merchandising options with snack foods and C-store food offerings. Woodchuck Hard Cider Ciderstock Music Festival Sweepstakes From June 1 st through June 30 th, consumers will be asked to on Instagram and post a picture of themselves enjoying Woodchuck Cider with the hashtag #Ciderstockbound, including the for a chance to be one of ten winners who will receive a trip for two to Woodchuck Ciderstock Music Festival in Middlebury, VT on August 19 th, The Roots are headlining! 20 HeadyTimes v.6

23 Burke BeerBLOG Pulp, Purée and Peel: Unpacking the Different Types of Fruit Beer By Patricia Sheehan The German Beer Purity Law, or Reinheitsgebot, has famously limited the country s beer ingredients to only hops, barley, water, and yeast. It s been serving the Germans well for five centuries, and more power to them. Here is the US, we don t have Reinheitsgebot but we do have a whole lot of American breweries who get to brew beer with fruit, and people seem to enjoy drinking it. The adjunct can sometimes get a bad rap, but using fruit as an ingredient in beer is a brewing tradition with deep roots. It takes some skill to produce a balanced, properly attenuated beer while using fruit, but it s a challenge that many brewers are up for. That s not to say that every beer with a strawberry on its label has ever been in the same room with an actual strawberry. Extracts are commonly used in lieu of actual fruit, but far be it from me to deny myself an occasional extract brew on a patio in the middle of July. By no means a flash in the pan, fruit beer has been around for centuries. It s a style with a broad range, as any beer can be used as a potential base for an addition of fruit. Belgian lambics are beers that are brewed using spontaneous fermentation and frequently are refermented with a variety of different fruit, with Krieks (cherry) and Framboise (raspberry) being two common offerings. Brouwerij Boon in Belgium is a traditional lambic brewery. Their Kriek Mariage Parfait uses a one year lambic as a base, then there s a second conditioning with overripe cherries in small oak barrels. The beer is then bottled and further conditioned before it is released to us. Rodenbach is another Belgian brewery that frequently uses fruit as an ingredient. Caractère Rouge uses a two year aged Flanders Red as a base, and is further aged in oak and macerated with cherries, cranberries, and raspberries. Ale brewed with wheat can provide an ideal base for the addition of fruit. Two Roads summer seasonal, Road Jam, takes a light wheat base and adds a liberal amount of fresh black and red raspberries during the fermentation process. The fruit lends a deep red hue to the beer, which is then steeped with lemongrass to accentuate the berries. The fruit doesn t overpower the base beer, but instead complements the sweetness and lightness of the wheat and provides a counterbalancing tartness. Two Roads has also launched their Tanker Truck Series, a series of sours that are fermented in a converted milk truck outside the brewery in order to isolate the lactobacillus yeast used in the kettle souring process. Lactobacillus lends a naturally citrusy and sour element to the base beer, providing a friendly backdrop for fruit. The first beer in this series is Passionfruit Gose. Head brewer Phil Markowski explains his reasoning in choosing passionfruit for the first Tanker Truck beer: Passionfruit has always been a favorite of mine. It is also a highacid fruit. These fruits work the best in beers where the fruit is added during the secondary fermentation and the natural sugars are completely fermented, leaving a drier, less sweet character, yet preserving the recognizable character of the added fruit. Shandies, also known in Germany as Radlers, have roots in the pubs of England. It s typically a combination of lager and either lemonade or lemon soda to taste. The style is a thirst-quenching, low alcohol, sweet, and tart blend that pairs perfectly with hot summer days. The Leinenkugel family has been brewing German-influenced beers that are uniquely American for 150 years. Their Grapefruit Shandy uses a weiss beer base and white grapefruit flavor in their interpretation of the style. Narragansett s Del s Shandy is a collaboration between two iconic There s enough variation within the style to please every type of drinker. Rhode Island institutions. The 125 year-old Rhode Island brewery and the beloved 69 year-old chain of frozen lemonade stands joined forces to make Del s Shandy. It became an instant New England classic when it launched three years ago, and its eye-catching 16 oz can has been a summer staple ever since. With the explosion in popularity of IPAs brewed using American hops, it didn t take too long to build a bridge between the strong citrus aromatics of hops like Citra and Cascade and adding actual grapefruit juice or peel to the ales themselves. Grapefruit IPAs are still enjoying their wave of popularity a couple of years after they burst on the scene, with higher and lower alcohol versions from different breweries popping up. Sam Adams Rebel Grapefruit IPA uses Mosaic hops accentuated by the addition of grapefruit juice and peel. Flaked oats and pale malt provide a solid backdrop to let the citrus shine without taking over. Whether it s a Kriek, a fruited Gose, a Radler, an IPA with citrus, or any of the many other beers that feature fruit, there s enough variation within the style to please every type of drinker. That is of course unless you don t like fruit, in which case fruit beer probably isn t for you. If that s so, we have some lovely German pilsners that we d be happy to tell you all about HeadyTimes v.6 21

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