sales programming guide
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- Brice Collins
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1 2018 sales programming guide
2 BELL S brewery 2018 availability CALENDAR year - round Two Hearted Ale American IPA ABV: 7.0% Grapefruit and pine aromas balanced with medium-bodied malt sweetness Ale American Ale ABV: 5.8% Balanced with toasty malt and herbal, citrusy hop aromas Lager of the Lakes Bohemian Pilsner ABV: 5.0% Crisp bitterness and herbal hop aromas Cans premiering Feb 2018 Oarsman Ale Tart Wheat Ale ABV: 4.0% Light and tart with bright citrus notes Oatsmobile Ale American Pale Ale ABV: 4.3% Hop-forward with tropical and floral aromas Porter Robust Porter ABV: 5.6% Medium-bodied with mild chocolate and coffee notes Kalamazoo Stout American Stout ABV: 6.0% Smooth, full-bodied with dark roasted malts Jan feb Mar Apr May jun jul aug sep oct nov dec year - round seasonal specialty limited Larry s Latest Sour Ale Oberon Ale Hopslam Ale Consecrator Hopsoulution Ale Pooltime Ale Quinannan Falls Doppelbock Beer Oberon Ale 5L FPO The Oracle Special Double Cream Stout Octoberfest Beer Expedition Stout Roundhouse Best Brown Ale or seasonal specialty limited OFF PREMISE ON PREMISE FPO = For Placement Only BELL S brewery 2018 FOCUS CALENDAR Jan feb Mar Apr May jun jul aug sep oct nov dec Two Hearted 12 pk Ale Winter White/Larry s Larry s Latest Latest gapfill/rebuy Lager Can & Larry s Latest Lager Launch Can Larry s Latest/Oberon (Launch) Oberon Ale and Double Tap 30 th Anniversary Cherry Stout Reserve Third Coast Old Ale Java Stout or Arabicadabra Two Hearted and Oberon Octoberfest Best Brown execution v Ob universe Two Hearted Oberon Ale Best Brown Ale Octoberfest Winter White execution v Ob universe Lager of the Lakes Oarsman Ale Ale Larry s Latest Oberon Ale Oberon and Two Hearted Double Tap and Oberon Ale Oberon /Retention Best Best Brown Brown Ale execution v Ob universe Two Winter Hearted White Ale execution v Ob universe Lager Can & Larry s Latest Launch Ale Lager Can Oarsman Can/Draft Octoberfest Beer Food Pairing ON PREMISE OFF PREMISE
3 Bell s Brewery 2018 seasonal programs Jan feb Mar Apr May jun july aug sep oct nov dec Perfect Pairings Q2: Oberon sun dial Oberon season fall in love nbell s fireside favorites Focus Brands:, Ale, Hopslam Ale, Larry s Latest Sour Ale Top of the First Summer Fun Focus Brands: Best Brown Ale, Octoberfest Beer, Ale, Focus Brands:,, Ale, seasonal programming Overview: Supporting our newest seasonal release, Larry s Latest Sour Ale, by pairing it with 3 of our highest volume brands,, Ale, and Hopslam Ale with a food pairing focus. Assets: Bell s Brewery case card with seasonal tear-off recipes featuring Perfect Pairings brands Overview: Launching our biggest seasonal of the year with a baseball twist. Assets: Baseball themed pole topper and wall clings Overview: Capitalize on Oberon s highest volume period while supporting seasonally relevant releases and core brands. Overview: One last push for the Oberon season and focus on landing the season successfully. Assets: Custom summer-themed in-store display enhancers Overview: Transitioning from summer into the fall season, leading with Best Brown and Octoberfest. Also launching The Ultimate Bell s Experience, a sweepstakes to win a trip to the brewery. Assets: Ultimate Bell s Experience Sweepstakes branded case card and shelf talkers Overview: Celebrating Bell s diverse seasonal offerings, focusing on brands that lend themselves to high volume during the busy holiday season. Assets: Custom holiday-themed in-store display enhancers seasonal programming roasted favorites summer essentials stout program secondary programming Focus Brands: Porter, Kalamazoo Stout, Consecrator Doppelbock Beer Overview: Showcasing our maltier options and the limited release of Consecrator Doppelbock. Focus Brands:, Oarsman, Lager, Oatsmobile, Oberon, Pooltime, Quinannan Falls Overview: Highlighting lower-abv, lighter-bodied brands that are perfect for the summer season. Focus Brands: Special Double Cream Stout, Third Coast Old Ale, Expedition Stout, Cherry Stout, Kalamazoo Stout Overview: Promoting our vast and varied Stout Program. A stout for every taste! secondary programming
4 bell s brewery display opportunities Cross-Merchandising Opportunities Display Enhancing POS Bright Flavors: Capitalizing on Two Hearted s ability to accentuate spice through its hop bitterness and complement a variety of spices and flavors Peppers (ranging in heat), cilantro, coriander, cumin Citrus Notes: The deep citrus aromatics lend themselves perfectly to an array of fruits Grapefruit, orange, tangerine, pomelo, lemon, lime Cheese: The sweet malt backbone and balanced bitterness offer many unique opportunities for pairing with cheese Aged Cheddar, Gruyère, Gorgonzola, Aged Grafton, Goat Milk Brie, Cotswold Nuts BBQ Citrus Notes Grilling Pole Topper Options: Oberon Ale Coming Soon:, Bell s Standard Case Stacker Options: Bell s Standard, Oberon Ale, is a versatile beer that offers an upfront caramelized malt sweetness that pairs perfectly with roasted nuts Hazelnuts, cashews, walnuts, pecans, smoked almonds, honey roasted peanuts The light toast of the malt is reminiscent of caramelized meat fresh off the grill and the balanced hop bitterness stands up to the heaviest sauces BBQ sauces, hot sauce, sausages, corn The bright citrus notes of the Saaz hops pair perfectly with similar flavors Grapefruit, orange, tangerine, pomelo, lemon, lime This is the perfect summer beer to enjoy while grilling Corn, burgers, watermelon, berries, mustard, ketchup, asparagus Ale Oberon Ale Shelf Talker Options: All brands Wall Cling Options: Bell s Standard,, Best Brown Ale, Oberon Ale (core brand and baseball themed) Oarsman Ale Lager of the Lakes Porter Kalamazoo Stout Oatsmobile Ale Seafood Fresh Flavors Coffee and Chocolate Seafood Tropical Aromas The delicate body and nuanced tartness make it a perfect match for fresh seafood Oysters, shrimp, whitefish, clams, mussels, salmon, calamari The fresh crisp notes from lager pair perfectly with fresh similar flavors Cucumbers, bell peppers, cilantro, dill, basil, lemon, arugula, frisée The deep yet approachable roasty malt notes are a perfect pairing for chocolate and coffee Milk chocolate, chocolate with nuts, light roast coffee, medium roast coffee A nice contrast to some deeper seafood flavors Smoked salmon, whitefish spread, lobster, oysters Oatsmobile has deep and multi-layered aromatics, including lots of tropical and stone fruit Peaches, plums, pineapple, mango, nectarines, apricots Tin Tacker Options:, Oarsman Ale, Oberon Ale, Bell s Standard Recipe Card Options: Ale,, and more
5 bell s brewery, INC, comstock, MI bellsbeer.com
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