SeasonalSELECTIONS - Origlio Beverage
SeasonalSELECTIONS - Origlio Beverage SeasonalSELECTIONS - Origlio Beverage
Letter toTHE TRADE Pilsners are Fine, but IPAs Divine? The Consumer Will Decide. Dear Valued Customer, PILSNER IS UNDENIABLY THE WORLD’S best-selling beer. And why not? Since its debut back in the 1840s in what is now the Czech Republic, this crystal clear stunner with its white, fluffy head is a delightful contradiction as only a delicious beer can be. It’s both sharp and delicate; the spicy bite of the hops is balanced by bready, malty goodness. Perhaps because of this contradiction, pilsner is a great food beer. It stands up to big flavors, but it complements delicate flavors too. It is perfect with pizza. Sure, pilsner has a lot going for it, but let’s take a look at the rise of IPAs in the craft segment. Beverage Marketers Insights President, Benj Steinman provides the numbers to back up the IPA story. “Premiums “IPAs…it’s a trend that’s tasty, profitable and the new American normal.” (almost entirely light lagers at this point) are almost half the business at a 46.9% share, but IPAs are running away with it at a 20% share in the craft segment, based on dollar sales.” In fact, of the top 15 best-selling craft beers, six are IPAs including two from Sierra Nevada and one from Lagunitas. The top seller in the category are Samuel Adams’ seasonals. They’ve held that spot for a while now. Why so many IPAs? Simply put, the American palate is evolving. Consumers still crave variety, but even in food manufacturing, the bold flavors of Latin America and Asia have become mainstream. As reported by Stephanie Strom in her New York Times article “Bold Colors, New Flavors” which appeared in the July 9 edition, The Mintel Group, a market research firm, estimates that between 2012 and 2017 sales of ethnic foods in grocery stores will grown more than 20% with Middle Eastern and Mediterranean foods increasing the most. My own sons put a spicy Asian condiment called Sriracha on everything. In This ISSUE Cover Story .........................1 Brewer Highlight ..................2 Sunny Beverages..................3 Lucky’s Last Chance ..............4 New Products ......................5 Seasonal Selections...............7 Available Year-Round.........19 Perfect for the Season Programs ..........................20 Retail Edge........................24 The Beer Guy ....................25 Could it be that in beer aficianado’s quest for more flavorful beer, they prepared the American palate for exotic cuisines? Maybe. The next time you are out, count the number of tap handles that are devoted to IPAs. It still surprises me, but it’s a trend that’s tasty, profitable and the new American normal. As always, thanks for your business and good selling. Yours Truly, ® Heady Times is published five times a year, courtesy of Origlio Beverage. Dominic Origlio President
CoverSTORY Andy England, MillerCoors CMO, “Goes Big” with Coors Light MEET CHIEF MARKETING OFFICER ANDY ENGLAND. Since 2006 he has been the man responsible for leading Coors’s efforts in marketing and strategy. Before joining Coors, England spent more than 20 years driving profitably and growth for some of the world’s most recognized brands, including Hershey, Nabisco, Cadbury Schweppes and Dr. Pepper/Seven-Up. England’s insights and stead-fast focus on Coors Light’s Rocky Mountain Cold Refreshment have propelled the brand nationally up the ladder to become the United States’ second most successful brand. That’s quite an accomplishment in an era where premium lights are often written off by many beer journalists. And Coors Light’s gain of 0.3 share points is not to be taken lightly since rates of overall consumption of alcohol are not “With Coors Light, we’re shooting for a ten share nationally…” rising. Considering the obstacles that have affected beer sales lately (weather, unemployment and rising payroll taxes) Coors Light is holding its own and England believes there is reason to be optimistic. At a recent meeting of franchise wholesale distributors where the rallying cry was “Go Big or Go Home”, England reminded the audience that “The brand is number one in cities where crafts flourish – places like New York City, Portland and San Francisco.” He went on to explain, “When it gets hot, the beer shopper is looking for cold refreshment, and nothing delivers better than Rocky Mountain Cold Coors Light. That’s why we call it ‘The World’s Most Refreshing Beer’. The latest packaging innovations have reinvigorated the brand. The mountains on the package cue cold, and when the mountains on the bottle or can turn blue, you know that your Coors Light is as cold as the Rockies! We know from research that shoppers want to know when their beer is cold enough to drink. That’s why cold activation works as a selling tool at point of purchase.” In 2013 England and the Coors Light Marketing team aim to refresh the most people ever and that includes millennials, a generation whose taste in music embraces country in numbers never seen before. Through an exclusive sponsorship of country superstar Jason Aldean’s Night Train Tour, Coors Light will refresh this key demographic’s body and soul on August 24th at Camden’s Susquehanna Bank Center. Don’t miss this opportunity to leverage your sales by participating in this program, which like Aldean’s take on country music, really rocks. Ask your Origlio Beverage representative for details. www.origlio.com HeadyTimes v.75 1
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- Page 5 and 6: Off-PremiseSPOTLIGHT Sunny Beverage
- Page 7 and 8: NewPRODUCTS Dinkelacker Pilsner It
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- Page 25 and 26: Programs Heineken Game Day At-Home
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Letter toTHE TRADE<br />
Pilsners are Fine, but IPAs Divine?<br />
The Consumer Will Decide.<br />
Dear Valued Customer,<br />
PILSNER IS UNDENIABLY THE WORLD’S<br />
best-selling beer. And why not? Since its debut<br />
back in the 1840s in what is now the Czech<br />
Republic, this crystal clear stunner with its white, fluffy<br />
head is a delightful contradiction as only a delicious<br />
beer can be. It’s both sharp and delicate; the spicy<br />
bite of the hops is balanced by bready, malty<br />
goodness. Perhaps because of this contradiction,<br />
pilsner is a great food beer. It stands up to big<br />
flavors, but it complements delicate flavors too. It is<br />
perfect with pizza.<br />
Sure, pilsner has a lot going for it, but let’s take a<br />
look at the rise of IPAs in the craft segment. <strong>Beverage</strong><br />
Marketers Insights President, Benj Steinman provides<br />
the numbers to back up the IPA story. “Premiums<br />
“IPAs…it’s a trend that’s tasty, profitable<br />
and the new American normal.”<br />
(almost entirely light lagers at this point) are almost half the business at a 46.9%<br />
share, but IPAs are running away with it at a 20% share in the craft segment,<br />
based on dollar sales.” In fact, of the top 15 best-selling craft beers, six are IPAs<br />
including two from Sierra Nevada and one from Lagunitas. The top seller in the<br />
category are Samuel Adams’ seasonals. They’ve held that spot for a while now.<br />
Why so many IPAs? Simply put, the American palate is evolving. Consumers still<br />
crave variety, but even in food manufacturing, the bold flavors of Latin America<br />
and Asia have become mainstream. As reported by Stephanie Strom in her New<br />
York Times article “Bold Colors, New Flavors” which appeared in the July 9<br />
edition, The Mintel Group, a market research firm, estimates that between 2012<br />
and 2017 sales of ethnic foods in grocery stores will grown more than 20% with<br />
Middle Eastern and Mediterranean foods increasing the most. My own sons put<br />
a spicy Asian condiment called Sriracha on everything.<br />
In This<br />
ISSUE<br />
Cover Story .........................1<br />
Brewer Highlight ..................2<br />
Sunny <strong>Beverage</strong>s..................3<br />
Lucky’s Last Chance ..............4<br />
New Products ......................5<br />
Seasonal Selections...............7<br />
Available Year-Round.........19<br />
Perfect for the Season<br />
Programs ..........................20<br />
Retail Edge........................24<br />
The Beer Guy ....................25<br />
Could it be that in beer aficianado’s quest for more flavorful beer, they prepared<br />
the American palate for exotic cuisines? Maybe.<br />
The next time you are out, count the number of tap handles that are devoted<br />
to IPAs. It still surprises me, but it’s a trend that’s tasty, profitable and the new<br />
American normal.<br />
As always, thanks for your business and good selling.<br />
Yours Truly,<br />
®<br />
Heady Times is published five times a year, courtesy<br />
of <strong>Origlio</strong> <strong>Beverage</strong>.<br />
Dominic <strong>Origlio</strong><br />
President
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