ANDREW - Origlio Beverage

Spring 2013 | V.73
ORIGLIO BEVERAGE
LAGER
THE UNDISCOVERED COUNTRY
ANDREW
OLAND
MOOSEHEAD BREWERIES
Retail Edge Seasonals The Beer Guy New Products Programs
C O U N T E R F E I T I D s
| S P R I N G S E L E C T I O N S | B E T O N B R E T T S F O R S P R I N G

Letter toTHE TRADE
Dear Valued Customer,
SELL MORE BEER; MAKE MORE MONEY.
It’s too simple to even put down on paper, but,
it’s the “how you do it” that matters. If you do
it well, you don’t just sell more beer, you build your
business. Finding interesting and entertaining ways to
coax your guests into lingering a bit longer can help
increase the size of checks. Why not leverage your
well-chosen beer portfolio and showcase your
servers’ extensive knowledge of your products by
revisiting the idea of beer flights?
There is a lot of data being collected suggesting that
casual restaurants are not capitalizing on the strength
of craft beer to the extent they could be while fine
dining has demonstrated the “most robust growth for
craft beers”. On-premise last year, craft grew in fine
dining restaurants at greater than 13%, bars came in
next at 11% and then casual at 7%. So reports trade
journals such as Harry Schuhmacher’s Beer Business
Daily. Schuhmacher writes, “Those numbers don’t just
reflect price. They account for actual volume sold. And my contacts tell me that
three of the best on-premise performers are Lagunitas, Dos Equis and Blue Moon.”
So why beer flights? Customer engagement is a big focus of marketing because
guests who feel emotionally invested in a bar or restaurant, are likely to visit more
often. When servers suggest a beer flight, they engage the customer in a
conversation while discussing the depth of your beer portfolio. And a server who
is well-versed in beer knowledge conveys that your establishment is the “authority”
on craft beer. “Part of the dining experience is being educated by the staff in an
unpretentious way. Those who do order a flight begin to understand the different
varieties of beer and they also expand their craft beer repertoire. It’s a hat trick:
It’s a teachable moment that entertains and upsells the customer,” says Mike
Kugler, Origlio’s Director of On-Premise Sales. “And a check with food and craft
beer averages $86 versus food and any beer which comes in at around $73.”
All this is just something to think about as you revise your menus and beer
selections this spring. Thanks again for choosing Origlio Beverage and I wish
you continued success.
In This
ISSUE
Cover Story .........................1
Brewer Highlight ..................2
Ambler Beverage Exchange...3
Candlewyck.........................4
New Products ......................5
Seasonal Selections...............9
Available Year-Round.........18
Perfect for the Season
Programs ..........................19
Retail Edge........................24
The Beer Guy ....................25
Yours Truly,
Dominic Origlio
President
P.S. I would be remiss if I didn’t mention that this edition of Heady Times
contains the last Beer Guy article that will be written by Lew Bryson. Lew’s vast
knowledge of all things beer and his spot-on analyses of the industry have both
informed and entertained all of us for about 13 years. He is now the editor of
Malt Advocate magazine for which he is eminently qualified. Beer is distilled
whiskey after all. Congratulations, Lew!
Heady Times is published five times a year, courtesy
of Origlio Beverage.
®

CoverSTORY
Lager: The Undiscovered Country
by Lew Bryson
WE LIVE IN LAGER LAND. HERE IN PENNSYLVANIA,
Yuengling Lager is ubiquitous, which has created a beer
landscape unlike any other in the country. If I walk into
any bar and call out “Lager!” I’ll have a cold amber glass in under
a minute, no questions asked…except maybe, “Draught or bottle?”
And yet… “lager” means so much more than Dick Yuengling’s tasty
and very successful beer. Because here in Pennsylvania, we also live
in Craft Lager Land. We are blessed with a concentration of some of
the best lager-making craft brewers in the country, like Sly Fox and
Samuel Adams – made just up the road in the Lehigh Valley. And
we have always been a thirsty market for lagers from all over the
world: Germany, of course, but also Canada, Holland, the Czech
Republic, Mexico, Japan, Poland… we like cold-brewed beer!
But you’d never know it if you asked most “alpha beer geeks.”
They tend to dismiss lagers, largely because the mainstream brands
they loudly disrespect are all lagers. Silly beer geeks. That’s like
dismissing crisp baguettes and tangy sourdough because you think
Wonder Bread is soft and bland. They feel if it’s not an IPA, if it’s not
wildly aromatic and stuffed with hops, it ain’t craft!
Speak softly to these people, and hand them a glass of Sly Fox
Pikeland Pils. The bountiful Noble hop aroma will suck them in,
the bright effervescence will excite them, and the clean malt
body will have them reaching for another before they even
realize it’s a lager! Got a big-beer geek? Hit them right
between the eyes with a Heavy Seas Small Craft Warning
Über Pils; a big and beefy pilsner, yet rounded and
straightforward as only a lager can be. Bang!
That’s when you can take a moment to remind them that
lagers are harder to make than ales. As one lager
brewer said to me, “Ales! I could teach a chimp to
make ales. I brew lagers.” He was exaggerating, but lagers are
much less forgiving of errors. The cold maturation takes three to four
times as long as ales, and lager’s straightforward and clean nature
means that a brewer has nowhere to hide.
All true, and it all adds up to lagers being more expensive to make.
They need more care with their yeast strains which means more lab
equipment and more time for yeast cultures to grow. Some lagers
use a decoction mashing process. It’s too involved to explain, but
it takes more energy. The cold maturation means more energy for
chilling the tanks, and the longer maturation time means
brewers need to buy (and maintain, and plumb, and find
space for) more tanks to put out the same amount of beer.
But the hard part is that they can’t really charge more to
cover those costs; the consumer doesn’t see them. Craft
lager brewers are a stubborn lot who really do it more for
love than money!
Is it worth it? I absolutely believe so, and I try to introduce
people to great lagers all the time. Despite the notion that
lagers are bland, or too
simple, or not hoppy; that
one just makes me laugh.
There are lagers that can
go toe-to-toe with ales.
Let’s have a look.
Do you have a hophead?
Have them try a brilliant
beer like Zatec Bright Lager,
buzzing with Czech hop
aroma; or the new Samuel
Adams Double Agent IPL, a cloud of
citrusy West Coast hop scents floating
over a clean, bitter lager.
Does your geek like stouts and
porters? Dunkel is the word, and
Sly Fox makes a great one: dark,
aromatic, and flavorful malts
combine with lager’s classic
smooth drinkability. Or try a classic
from a German brewer: Ayinger
Altbairisch Dunkel, a rippling river of
toasty sweet malt, so flavorful and
friendly; a great introduction for those
who are afraid of the dark.
Lager’s got the big beer drinker covered,
too. Warm up with Ayinger Celebrator
Doppelbock, with its muscle-flexing 6.7%
ABV. Move on up to the original double
bock, Paulaner Salvator, the first of the
breed, at a maltilicious “liquid
bread” strength of 7.9%. Double
bocks are warming and filling,
with a broad, complex palette of
malt flavor.
And lager’s got something ale
doesn’t, one of the most popular
seasonal beers in the world: the
beer of Oktoberfest, the malty
amber beauty also known as Märzen.
Heavy Seas makes a great one, as does
Sly Fox, and you can also get the German
imports from Munich brewers Hacker-
Pschorr, Spaten and Paulaner. Nothing can
beat their hearty malt character for pairing
with a wide variety of food: pizza, chicken,
sausage, cheese, noodles and roast pork.
They go pretty well with tuba music, too!
Lagers are an underappreciated segment
of craft beer, and for that to be true in
America’s craft lager heartland is just a
shame. Let’s get some lager love going!
www.origlio.com HeadyTimes v.73 1

BrewerHIGHLIGHT
Andrew Oland
Moosehead Breweries
IT I S E X T R E M E LY R A R E F O R A B U S I N E S S T O S U RV I V E
multiple fires, takeover bids, Prohibition, the Depression, two World
Wars and absolute destruction in an explosion. Rarer still, is that
business being run by the same family for six generations. The history
of the Moosehead Brewery, currently located in Saint John, New
Brunswick, is a remarkable and unique testament to the power of
family and tradition. It is Canada’s oldest independent brewery, the
third largest in the country and the only major brewery in Canada
currently owned by Canadians.
Andrew Oland is the sixth generation member of his family to lead the
Oland brewing business started by his great-great-great grandmother,
Susannah Oland who brewed her first batch of beer in Nova Scotia in
1867. Encouraged by the welcome reception her brew received from
friends and family, Susannah and her husband, John James Dunn
Oland, began to market the beer. As they say, the rest is history.
Andrew Oland received his business degree in 1989 from Old
Dominion University in Norfolk, Virginia and his MBA from Harvard
Business School in 1997. He joined Moosehead in 1992 where he has
held a number of increasingly senior positions within the company.
to nature, fresh water, big mountains and
wide open spaces. Those images resonate
with people everywhere.”
Moosehead Inc. recently delved into the
craft segment with Hop City Brewing Co.
The craft brewery’s flagship brand, Barking
Squirrel Lager has been very well received
and has won numerous awards. Oland
explains, “We challenged our brewers to
come up with the best representation of a
style. With Barking Squirrel they did just
that. I think craft beer gets people excited
about the beverage and it’s also great from
“…if you work hard, good things will happen…”
Andrew was appointed President on April 1, 2008. From one
generation to the next, it is clear that the Oland family’s passion for beer
and respect for tradition is the reason they remain independent today.
The brewery’s guiding principles, courage and passion, stem from the
Oland family’s resilience. “There are many challenges we have faced
and still do,” says Oland. “We need courage to do the right things and
take risks. We all have tremendous love for what we do and the
products we sell. You can see that passion within all of our employees
and the beers that we brew.”
“Moosehead is owned by my father who brewed the first Moosehead
Lager in 1978, the same year it was introduced to the U.S., and my
brother Patrick is the CFO. My father has a rule that you must work outside
the company before joining the family business. He feels that it builds
credibility and confidence. Once here, we have to work in all levels of the
company to get a complete understanding of how the organization
operates. We all agree that if you work hard, good things will happen.”
The Moosehead Lager we all enjoy today is the same recipe that was
brewed 35 years ago. “Once you have a successful recipe it’s all
about being consistent; brewing the same high quality beer time and
time again,” says Oland. “People appreciate authenticity and in cities
like Philadelphia, Moosehead Lager is appreciated not only for its
dependability, but also for its taste profile. Moosehead is the best
representation of a more flavorful lager and that is what drinkers are
looking for. I believe that in larger cities, people are more apt to be
experimental, whether it be with beer, food or culture. ‘Moosehead’
also represents the best things about Canada. It shows our connection
a responsibility stand point. For most craft
drinkers it’s not about getting drunk, rather
they are looking to enjoy the flavor. And
personally, I think beer is a much better
match for food than wine. Craft beer is
bringing that to the forefront. This year, we
are looking to bring an ale to the U.S. from
Hop City.”
In addition to brewing great beer,
Moosehead Inc. stays on top of the trends.
“Marketing has changed,” says Oland,
“there is a need these days to have
conversations with consumers and we can
do that through social media.” Moosehead’s
current campaign, “To All Things Made
Well,” running on Facebook, allows
individuals who devote extra time to their
crafts, to share their passions with others via
video clips. “We want to celebrate those
who share the same passion and devotion
for their craft as we do for ours.”
As for 2013, Oland tells us what we can
expect from Moosehead, “In addition to our
own brands, we also import an entire
portfolio of brands to Canada. We plan to
bring some of these interesting imports to
the U.S. this year.”
2
HeadyTimes v.73 www.origlio.com

Off-PremiseSPOTLIGHT
Ambler Beverage Exchange
The citizens of Ambler may be doing a double take as they
make their way down Butler Avenue these days. Vacant for
almost five years, the brick building where Ambler Beverage
once stood had fallen into a state of disrepair and became a bit of
an eye sore for the town. Enter Jim Carter and Doug Loughran;
two local guys who love Ambler (almost as much as they love
beer) and had a vision for a new beer distributor that would be
better equipped for the modern beer landscape. After nearly two
years of lengthy discussion, planning and renovating, the two
longtime friends proudly opened Ambler Beverage Exchange in
the winter of 2012.
Other than the saga of getting their hands on a liquor license,
transforming the dilapidated building was Carter and
Loughran’s biggest hurdle. Actual renovations took six months
to complete and resulted in a much more inviting and
shoppable space. The new store lends itself to browsing,
which is something customers are encouraged to do, given
the extensive selection of beers at the new distributor. One
of the biggest changes the team implemented was the
removal of the drive-through that the original owners had in place
years ago. Loughran and Carter wanted to offer a more personal retail
experience for customers.
While working on the interior of the building the guys made a rather
surprising discovery. The dropdown ceiling was covering up a beautiful
wood ceiling and steel trestles that had been hidden for decades. They
couldn’t very well keep the newfound infrastructure a secret, so they
removed the dropdown which opened the space, giving it a totally
new feeling and identity. To enhance the new aesthetic they
handcrafted large hanging lights out of old rafters, brightening up the
store which, according to Loughran, “is exactly what the dark and
dingy building needed.”
A tremendous amount of time and energy was also spent figuring out
the layout of the store. “The floor plan probably changed fifty times.
We just kept making blueprints until it felt right,” said Loughran. They
ended up with a well-organized design that allows each category of
beer its own space. The various categories include local beers, ciders,
standard domestics, high-end imports and crafts. Additionally, in the
front of the store, there is a section dedicated to variety packs which
both Carter and Loughran have had great success with.
The store also features a large refrigerator with sixteen cooler doors that
holds an immense variety of cold beer. The refrigerator is also equipped
with three taps, allowing customers to sample draught beer. They hope to
keep at least one keg flowing at all times with plans to bring in brewery
and wholesaler reps to conduct more formal samplings. The crew at
Ambler Beverage Exchange has found that samplings help them to “upsell,”
by introducing patrons to the craft beer segment. While they haven’t
been open all that long, Carter and Loughran say they have already seen
quite a few customers who were once domestic brand loyalists, explore
other options like Sly Fox, Allagash and Weyerbacher.
Keeping their shelves well stocked with plenty of options is something that
everyone at Ambler Beverage Exchange takes pride in. They make the
Owners, Jim Carter (left) and Doug Loughran
most of their space by limiting the amount of
beer on the floor. This not only helps with
space management, but with freshness as
well. At time of print, the store had
approximately 700 different beers in stock,
which is substantially more than the regulars
may remember seeing in the old distributor.
“We’re proud to fulfill this need in Ambler; a
classic small town with big ambitions,” said
Loughran. Now that the headaches of
remodeling are behind them, Carter and
Loughran can focus on growing their
business that is poised for success.
www.origlio.com HeadyTimes v.73 3

On-PremiseSPOTLIGHT
Candlewyck
It is rare to find a bar, deli and bottle shop all under one roof, but
Candlewyck on Durham Road in Buckingham, Bucks County manages
to do it well. This unique experience is all thanks to owners Dan and
Mike Carey. The brothers, who have both worked in the beer business for
years, opened Candlewyck in 1998. The two love the ever-changing
dynamic of the industry and can’t imagine doing anything else. “I knew a
long time ago that a desk job was not for me,” says Dan.
Although the siblings run a successful business, Dan is quick to point out
that they don’t do it alone. His loyal staff consists of multiple family
members who have been with the business for years. “Working with family
does make for bigger fights,” Dan laughs, “but the trust and loyalty can’t
be beat – it really works for us.” Mike currently owns the successful New
Britain Inn as well and is always quick to share ideas. “Mike and I
are a good team,” says Dan. “He’s a great leader – his fingerprints
are all over this place.”
Competitive by nature, the brothers saw the industry transforming and
knew they had to make some changes to keep up. “There aren’t many
bottle shops in the suburbs and we wanted to offer something different
to attract a new set of drinkers. It was inevitable; we had to delve into
the craft scene. That meant offering a much larger variety of products,
and we just didn’t have the room.”
The decision was quickly made to expand their fairly small takeout. The
brothers, who own the shopping center in which Candlewyck resides,
took over the store next door and renovations began. In addition to
knocking down the wall between their existing takeout and the new
space, a fresh coat of neutral-colored paint was added to the walls,
additional lighting was embedded into the ceiling, a new bathroom was
added, new tile floors were laid and air conditioning was installed. But,
most importantly, a 16-door cooler and brand new, dark wood shelving
was installed to accommodate the 1000 different selections of bottled beer
they offer.
With the right space intact, they were halfway there. “Selling craft beer
means being knowledgeable,” says Dan. “The beer customer today is
more informed than ever before so we have to continuously educate
ourselves and stay on the cutting edge of trends in order to gain their
respect. If they find us credible and helpful, they will return.”
Dan’s Nephew, Ryan, a certified Cicerone and self-proclaimed beer geek,
was the perfect choice to manage the “Home of 1000 Beers”. “Ryan is
amazing. He really understands this world and he loves it,” says Dan. A
frequent visitor to sites like Beer Advocate and Rate Beer, Ryan, in addition
to sampling beers himself, often learns about new brews by researching
online. “I like to see what people are saying about them.” Ryan has also
built great relationships with his customers who “know a ton about beer
and are more than willing to suggest new products.”
With such a vast selection, organization is key in the bottle shop. “We
group the beers by origin so that the breweries’ products aren’t scattered
around the store,” says Ryan. In addition, shelf talkers inform the customer
of each product’s origin, brewery, ABV and taste profile.
Customers also love the “mix-of-six” option. “It gives people a chance to
try a variety of beers without having to buy a whole case of something
they’re not sure they’ll like,” says Ryan. “What’s also great here is that
Owner, Dan Carey (right) and his nephew,
Ryan Martin, manager of The Bottle Shop
someone can try a new beer at the bar and
walk less than 100 feet to purchase that
same beer to take home. I really think it’s
great that people don’t have to worry about
drinking and driving. For most people who
enjoy drinking craft beer, it’s really not about
getting drunk anyway. It’s about
appreciating the flavor.”
With an operation such as theirs, it’s
imperative to keep customers informed about
what’s new in the store, when sampling
events are being held, which rare beers are
available and the current specials being run.
“We send out a weekly email blast
announcing the new beers we are selling,
what’s on tap at the bar and some sneak
peeks at what’s coming soon. We have
collected over 1200 email addresses from
customers and we often run contests for
those people to win a rare beer. We are
also active on Facebook and Twitter, it’s a
great way to get the word out.”
In the future, Dan plans to continue improving
upon the business. “We want to add TVs,
table and chairs to the takeout so people feel
comfortable to hang out and we’ll soon be
offering a few taps and growlers so people
can take home draught beer.”
4
HeadyTimes v.73 www.origlio.com

NewPRODUCTS
From its earliest time under the Shiner
Brewing Association (1909, to 1914)
when Kosmos Spoetzl saw an
opportunity to bring classic Bavarian
brewing traditions to his fellow immigrants, through the
“Great Experiment” of Prohibition and Great Depression,
the Spoetzl Brewery has stuck to what they know the
best – handcrafting the finest beer! The “Little Brewery”
is tucked away in the scenic Texas Hill Country between
Houston and San Antonio in a town called Shiner.
Shiner Bock
The Flagship of the Shiner family of beers, Shiner
Bock was first brewed as a seasonal in 1913
and became a year-round offering in1978. This
extremely drinkable, American-style dark
lager is lightly hopped with First Gold and
Nugget hops so that the malt profile
predominates. Medium-brown in color
with a slightly sweet finish, this is
America’s favorite bock beer. ABV: 4.4%
Packages: 12 oz. bottles, 12 oz. cans
and draught Availability: Year-round,
beginning in March
Shiner Family Reunion
Variety Pack
The Shiner Family
Reunion variety case
consists of five family
favorites: Shiner Bock,
Shiner Bohemian Black
Lager – the darkest beer
in the Shiner portfolio,
Shiner Blonde – a golden
lager that pays sincere
tribute to its Bohemian roots,
Shiner Hefeweizen – a beer that captures Old World
Munich malt, wheat grist, orange and lemon zest in a
frothy classic example of bottle-conditioned beer, Shiner
Kosmos Reserve – a full-flavored, hop-jacked lager,
every bit as unique as the man for whom it is
named, the Brewmaster who started it all and one
special “guest brew” – Brewer’s Pride Selection.
Availability: Year-round, beginning in March
Heavy Seas Loose Cannon
Hop 3 IPA in Cans
This burnished gold IPA, hopped with three pounds
of hops per barrel in three different ways, is now
available in cans! Loose Cannon’s uniquely herbal,
citrus hop character is perfect in the warmer
months. ABV: 7.25% Packaging: 12 oz. cans
in addition to 12 oz. bottles and draught
Availability: Year-round, cans beginning in April
The Return of the Banquet
Bottle From the 1930s
Coors Banquet is reintroducing the stubby
bottle to elevate the brand’s heritage and
authenticity. The actual post-Prohibition bottle
from 1936 was the inspiration for the new
design and research shows consumers love it!
The new Banquet bottles will begin rolling
out this spring with a full replacement of
4/6 pk and 24 pk loose corrugated packs
only, in June – all other packs will remain longneck. A
series of POS tools will be available to help support the
brand’s launch of the 12 oz. stubby bottle at retail
including, metal tackers, coasters, cooler door decals
and table tents. In keeping with the upward trend of
Coors Banquet on-premise, this unique bottle will help
continue the momentum of growth and drive
awareness with new drinkers.
Coors Light Rocky Mountain
Refreshment Bottles
Beginning in April, Coors Light will be utilizing
special edition “Cold Hard Fact” and
“Refreshing Phrase” bottle labels to elevate its
“Most Refreshing Summer” campaign and
bring Rocky Mountain Cold Refreshment to life
at retail. Designed to engage consumers onpremise,
the Cold Hard Facts (or fun trivia)
featured on each bottle relate to the Rocky
Mountains and Coors Light. The first phase of
the Coors Light 12 oz. specialty bottles will feature 17
different versions of trivia on the body label to engage
consumers during the months of April and May. Then in
June, the bottle design will be refreshed again offering
over 70 more unique facts and phrases.
Did you know?
Bottle Label Cold Hard Fact: The Rocky Mountains on
the Coors Light logo were inspired by Wilson Peak
in Colorado.
New Packaging for Yuengling
Premium and Light
Both the Yuengling
Premium and
Yuengling Light
suitcase can
packaging have
been updated. The
overall elements and
color schemes were cleaned up and realigned to be
more consistent with the can graphics. There is a small
amount of existing inventory to deplete but the new
packaging will roll out soon!
www.origlio.com HeadyTimes v.73
5

NewPRODUCTS
Dogfish Head Sixty-One
Sixty-One, Dogfish Head’s first new core beer since
2007, was born at the crossroads of serendipity,
experimentation and brotherhood. Whenever
Dogfish Head President Sam Calagione and his
neighborhood friends gather for drinks, they order
a round of 60 Minute IPA. A few years ago, Sam
also ordered a glass of his favorite red wine and
poured a little into each pint of 60 Minute. They
all dug the combination of fruity complexity and
pungent hoppiness, and the blend became a
beloved tradition.
Sixty-One captures that tradition in a bottle.
Dogfish has offered beer/wine hybrids for well over a
decade with beers like Midas Touch and Raison D’être
and continually-hopped IPAs.
The name Sixty-One is a reminder that this beer is
Dogfish Head’s best-selling 60 Minute IPA plus one new
ingredient: syrah grape must from California. The label,
painted by Sam himself, is a twist on a typical
watercolor. Rather than using water, Sam mixed the
green pigment with beer and the red pigment with wine.
And because Sixty-One pairs so well with chocolate, he
painted the browns on the label with melted chocolate.
ABV: 6.5% Packages: 12 oz. bottles and draught
Availability: Four times a year, beginning in March
Sly Fox Helles Golden Lager
Debuts in 360 Superend Cans
With the launch of Helles Golden Lager
cans, Sly Fox becomes the first brewery in
North America to utilize the innovative
360 Superend beverage can technology
whereby the entire lid can be removed,
turning the can itself into a drinking
vessel and removing the need for
separate glassware. Helles Golden
Lager, a GABF Bronze Medal
winner, is among the top-selling beers
every year at both Sly Fox brewpubs
and is the “go-to” beer for the brewing staff at the end
of the work day. This beautiful beer is brewed with
imported German Pils malt and Saaz and Hallertauer
hops. At 4.9% ABV, it will appeal to session-style beer
fans. Golden in color and light-bodied with a pleasant,
dry finish, the latest addition to the popular Sly Fox
canned beer lineup is sure to be seen as a “Helles” of a
deal in an ingenious new package by discriminating
beer lovers. ABV: 4.9% Packages: 12 oz.
cans and draught Availability: Cans will
be available year-round, beginning in late
April. Draught is available now,
year-round
Blue Moon Expressionist Collection
Blue Moon Rounder
Belgian-Style Pale
In the 1940s, Belgian-style pale ales grew in popularity
and were ordered by the round due to
their balanced taste. Blue Moon’s
interpretation of this sessionable
style is crafted with hibiscus and
orange peel for a hint of spiciness
and a touch of wheat for a
smoother, rounder taste. Cascade
hops, European malts, hibiscus
and a bit of wheat are all perfectly
balanced in this rich, copper-colored
ale. ABV: 5.6% Package: 12 oz. bottles only
Availability: Year-round, beginning in April
Blue Moon Short Straw
Farmhouse Red Ale
When he returned to Belgium for a
visit, Blue Moon Brewmaster, Keith
Villa found himself drawn to two
styles: farmhouse ales from the
southern Wallonia region of the
country and Flanders red ales
from the northern Flanders
region. While catching up with
old friends over ales, he got the
idea to blend the spice of a
farmhouse ale with the tartness of a
Belgian red ale to create Short Straw.
This red-amber ale with brilliant clarity has many
complex flavors. White pepper and coriander lend a
spiciness while hibiscus and acidulated beer give
tartness that is balanced by the medium-bodied caramel
sweetness. ABV: 5.4% Package: 12 oz. bottles only
Availability: Year-round, beginning in April
Angry Orchard
Crisp Apple in Cans
This crisp and refreshing cider mixes the
sweetness of apples with a subtle dryness
for a balanced cider taste. The fresh apple
aroma and slightly sweet, ripe apple flavor
make this cider hard to resist. And it will
soon be available in cans! ABV: 5%
Packages: 12 and 16 oz. cans in
addition to 12 oz. bottles and draught
Availability: Cans will be available
year-round, beginning in April. All other
packages available now, year-round
6 HeadyTimes v.73 www.origlio.com

NewPRODUCTS
Mike’s Hard Frozen Pouches
Freeze. Squeeze. Please. Mike’s has done it again! All it
takes is a freezer to turn Mike’s Hard Lemonade into the
most refreshing Mike’s yet! Available in Lemonade, Black
Cherry Lemonade, Margarita and Strawberry Lemonade
flavors, Mike’s Hard Frozen Pouches are cold, hard,
refreshing and fun. ABV: 5% Package: 10 oz. pouches
only Availability: Year-round, beginning in late March
Mike’s Hard Strawberry
Lemonade in Cans
Mike’s Hard Strawberry Lemonade is ripe
for the picking! This is a perfect
combination of sweet strawberries, tart
lemons and an alcohol kick. The
delicious and refreshing classic taste,
already available in 11.2 oz. bottles,
will soon be available in cans!
ABV: 5% Package: 12 oz. cans only
Availability: April
A New Bold Look and Two New
Invigorating Mike’s Harder
Punch Flavors
Harder Punch is the first high alcohol Progressive Adult
Beverage without energy additives and a superior taste
only Mike’s can deliver! The new eye-catching,
packaging is sure to stop consumers in their tracks and
the two new flavors, Strawberry Pineapple and Cherry
Lime Smash pack
a delicious punch!
Mango has been
renamed Mango
Madness Punch,
but the flavor has
remained the
same. ABV: 8%
Package: 23.5 oz.
cans only
Availability: Now,
year-round
Mike’s Shandy
Mike’s has created the perfect
blend of crisp lemonade and
golden lager. This authentic
shandy starts with real Mike’s
Hard Lemonade then crisp
lager is added to make the
world’s most refreshing
shandy. It’s not just another
wheat beer with added
lemon flavor. Mike’s Shandy
is full of flavor yet light
enough to shake the hardest
thirst – go ahead, taste the difference!
ABV: 4.2% Package: 11.2 oz. bottles only
Availability: Year-round, beginning mid-March
Mike’s Hard
Smashed Apple Cider
These days, most ciders stick to the
same stuffy story, whether it’s
touting their Old World style or
throwing in every term from the
Highbrow Handbook like
“notes of ginger” and “floral
essence.” What’s missing in
the world of cider is a brand
that speaks the same
language as consumers.
There’s nothing highfalutin
about Mike’s Hard Smashed Apple Cider.
It’s a straight-up quality cider made with
crisp Washington apples. Available in
Crisp Apple and Classic Dry flavors,
experience Mike’s cider for yourself. You’ll be
hard pressed to find a better cider. ABV: 5%
Package: 11.2 oz. bottles only Availability: Year-round,
beginning mid-March
Mike’s Harder
Strawberry Lemonade
The Mike’s Harder Lemonade lineup
offers a variety of flavors including
Lemonade, Black Cherry Lemonade,
Cranberry Lemonade and now
Strawberry Lemonade! Mike’s Harder
Lemonade is for folks looking for a swift
kick - these flavors won’t let you down.
Mike’s packs the hardest punch ever with
the sweet and sour you’ve grown to love,
but satisfyingly stronger and stiffer than the
original. ABV: 8% Package: 16 oz. cans only
Availability: Now, year-round
www.origlio.com HeadyTimes v.73 7

NewPRODUCTS
Smirnoff Ice Black Wild Berry
Smirnoff Ice Black has set a new standard for
taste and refreshment, delivering bold
interpretations of broadly appealing, refreshing
flavors. Smirnoff Ice Black drinkers will enjoy
the delicious, new Wild Berry flavor with its
jammy/juicy strawberry character up front
and seedy, raspberry finish. Wild Berry is a
unique liquid that is highly appealing and
will attract new and existing drinkers. With
Smirnoff Ice Black you get all of the
boldness without the burn; intense flavor
meets smooth drinking. ABV: 4.58%
Package: 23.5 oz. cans only Availability:
Year-round, beginning in May
Smirnoff Ice Premium
Mixed Drinks in 24 oz.
Boppers
The new single serve boppers from Smirnoff
Ice offer bartenders inspired, malt-mixed
drinks in a new convenient format. They
will also expand single serve opportunities
in delis and takeout stores. Smirnoff
Boppers will be available in Blueberry
Lemonade and Screwdriver flavors, all in
newly designed packaging. ABV: 5.8%
Package: 24 oz. bottles only
Availability: Now, year-round
Estaminet Premium
This beer’s name dates back to the 1500s when Belgium
was occupied by Spain. The Spanish soldiers preferred
to stay at the inns with more “lively serving wenches.”
‘Esta minetta’ means ‘there are girls’, a code name to
call out the better inns in the area. Today, Estaminet
describes cozy, charming pubs in Belgium. Recognized
with a gold medal at the 2011 Brewing Industry
International Awards, Estaminet was only
available in very select pubs in Belgium
until recently.
Brewed with the best natural ingredients
and 100% Saaz hops, this pilsner,
imported by Latis is bottom fermented and
matured for six weeks. The aromatic Saaz
hops and slow fermentation combine to
give the beer its distinctive fruity character,
making it a true Belgian Premium Pils. Very
balanced with a fruity sweetness and malty
bitterness, Estaminet is a refreshing session
beer. ABV: 5.2% Packages: 11.2 oz.
bottles and draught Availability: Year-round,
beginning in March
Guinness Black Lager Cans
A unique combination of brewing
techniques is what makes this lager
like no other. Brewed using two
different varieties of hops (Saaz and
Cascade) and a proprietary
Guinness lager yeast, Black Lager
offers a new, refreshing taste profile.
After maturation, the beer is cold
filtered at sub-zero degrees, following
traditional lager brewing methods.
However, it is formulated using
Guinness’ signature dark roasted
malt, ensuring the flavor and character consumers
expect. Dark brown in color with a slightly tan head, this
is a malty brew with roasted coffee and chocolate notes.
Clean and slightly sweet, Black Lager is medium-light in
body with moderate carbonation, making it a smooth,
easy-drinking beer. This lager, worthy of the name
Guinness, is now available in cans! ABV: 4.5%
Packages/Availability: 11.2 oz. cans in addition to
11.2 oz. bottles available now, year-round
Petrus Aged Red
The Global Beer Network is excited
to announce the release of a new
beer, Petrus Aged Red. The beer is
constructed from a base of double
brown ale with 15% Petrus Aged
Pale added to provide a dry
character and give it a slight sour
essence. Finally, cherries are
added, which are evident in the
rich, thick head. Upon pouring the
beer into the traditional Petrus
glass, drinkers will notice great
foam retention, not typical of beers
with such pronounced fruit. Petrus Aged
Red is an elegant brew; a perfect blend
of sweet and sour. The dry-sour notes,
typical of Petrus, are detected on
the front end and mellow out
as the caramels of the
double emerge. The blend is
what gives this beer a round
body but a surprisingly light
mouth feel. Towards the back
of the palate the cherry flavor
emerges, then quickly gives way to the
sour note on the finish. This wonderfully
well-balanced brew will definitely contribute to the
growing legacy of the Petrus brand. ABV: 8.5%
Packages: 11.2 and 24.5 oz. bottles and draught
Availability: Year-round, beginning in April
8
HeadyTimes v.73 www.origlio.com

SeasonalSELECTIONS
When Demand Exceeds Supply
Many of our craft seasonal and specialty releases are
available in limited or extremely limited quantities.
Breweries only produce a certain amount of their specialty
beers and Origlio does all they can to get as much product
as possible. In addition, this publication is compiled months
prior to the decision made by the brewery to allocate their
products to the wholesaler. Variations in production for
some of these limited release offerings will fluctuate,
resulting in lower quantities than anticipated.
If you are interested in something you see in this
publication and it is out of stock when you place your
order, please contact your Origlio Sales Representative to
discuss a similar option.
Origlio also sends out a craft email blast, weekly to inform
customers of seasonal offerings that are widely available to
you, immediately.
If you are interested in receiving this email please contact
Kyle Park at kpark@origlio.com with your email address.
Blue Moon Agave Nectar Ale
This spring beer is inspired by Blue
Moon Brewmaster, Keith Villa’s travels
through Mexico. Agave Nectar Ale
is crafted with 100% organic
agave nectar extracted from blue
agave and a touch of white wheat
to bring a balanced taste and
smooth finish to this blonde ale.
ABV: 5.6% Packages: 12 oz.
bottles and draught Availability: April
Blue Moon
Brewmaster’s Seasonal Sampler
This exciting seasonal mix pack from Blue Moon features
Blue Moon Belgian White, Agave Nectar Ale, Rounder
Belgian-Style Pale, Short Straw Farmhouse Red Ale and
exclusive to this mix pack,
Blackberry Tart Ale. The
idea for Blackberry Tart
came from Blue Moon fans!
Many expressed interest in
using blackberries as an
ingredient in the next
seasonal beer. Blackberries
grown in Oregon were
selected for their balance of
sweetness and tartness, and five kinds of
malts were added for a nutty, bready flavor. Close your
eyes, and you’ll think you’re biting into a fresh slice of
cobbler. Availability: April
Shiner Ruby Redbird
Brewed with genuine Texas Rio Red
grapefruit, the signature sweet citrus of the
Rio Grande Valley, this lager features a
grapefruit tartness that finishes with a
ginger sting from all natural ginger. This
crisp and refreshing summer beer is
made with Munich malt for a deeper
gold color and fuller body. Mt. Hood
and Citra hops give the beer a nice
balance. ABV: 4.2% Packages:
12 oz. bottles, 12 oz. cans and
draught Availability: March
Straub Maibock
This pale-colored bock beer is brewed to the traditional
German specification of a 16 plato original
gravity and with a unique combination of
German and American ingredients. The golden
color and rich maltiness is provided by
imported German Pilsner, domestic Munich
and Vienna malts. The sweetness from the
malt is balanced with Liberty and Mt. Hood
hops, grown in the American Pacific
Northwest and bred from traditional
German Hallertau hops. These hops
provide a mild bitterness and a classic
herbal and floral aromatic character.
Finally, Straub’s traditional North
American lager yeast is used to
ferment this beer into a true
German-American brew.
ABV: 6.9% Packages: 12 oz.
bottles and draught
Availability: April
Newcastle Bombshell
This summer, Newcastle introduces
Bombshell, a brand new seasonal to the
Newcastle family! This summer brew is a
well-balanced, bittersweet, golden ale with
toasted biscuit notes, a floral hop aroma
with some soft fruits notes and a
creamy, clean finish with caramel
sweetness. ABV: 4.4% Packages:
12 oz. bottles and draught
Availability: May
www.origlio.com HeadyTimes v.73
9

SeasonalSELECTIONS
Beers of Mexico Variety Packs
The Fiesta is here! Nothing cools down a hot
summer party like the Beers of Mexico.
In addition to the now classic Beers of
Mexico Fiesta Pack in bottles
(available in 12 and 24 club packs
and including Tecate, Sol, Dos
Equis Ambar and Lager), this
summer, Beers of Mexico is
introducing the new can Cooler
Pack as well. The innovative new
package allows consumers to add ice
right to the box, making it ideal for
outdoor fun! Perfect for a day at the beach
or grilling with friends, this party-in-a-pack
brings together the beloved Mexican brands,
Dos Equis Lager, Tecate and Sol to deliver an instant
social occasion in tune with summertime lifestyles.
Eye-catching, party-themed merchandising displays and
POS will let shoppers know the party starts right here,
right now. Grab a pack and let the party begin!
Availability: Bottle variety, now. Can Cooler Pack in April
Woodchuck Hard Cider
Private Reserve Pink
Reclaiming your life after cancer is a
challenge and Woodchuck Hard
Cider wants to help survivors meet
that challenge. Woodchuck Pink
was crafted to honor that effort.
The cidery’s monetary donation
supports the Vermont-based breast
cancer survivor and supporter
organization, Dragonheart whose
NOW (Network on Wellness)
mission offers programs centered
on exercise, nutrition and education to
enable cancer survivors to live life well. Delicate in body,
yet full of crisp apple taste, Woodchuck Pink features a
pink hue created through a grape skin extract added
during the cidermaking process. Let’s raise a bottle to
cancer survivors. We hope you join us in helping them
live a better life! ABV: 5.5% Packages: 12 oz. bottles
and draught Availability: Now!
Samuel Adams Beers of Summer
Variety Pack
The Beers of Summer Variety Pack
is chock full of six delicious brews
including: Boston Lager, Summer
Ale, Belgian Session and three
new beers: Little White Rye
(exclusive to this pack) is innocent
yet beguiling; a hazy golden brew
that appears to be a classic
witbier with its bright notes of
orange citrus and coriander, but there’s a bit
more mischief up its sleeve. Behind its sweet exterior lies
an intriguing blend of white sage and rye for an earthy,
spicy, and thoroughly refreshing brew. Blueberry Hill
Lager (exclusive to this pack) is a fresh take on a fruit
beer. This crisp, unfiltered lager is aged on blueberries
for a pleasant blueberry aroma and taste. To take this
fruity character in a new direction, it is brewed with
Tettnang Noble hops for an added subtle citrus note.
Porch Rocker (new to Beers of Summer) is a mix of beer
and tart, sparkling lemonade. Availability: March
Samuel Adams
Porch Rocker
Samuel Adams’ brewers were
inspired to make Porch Rocker
on a trip to Germany where
they enjoyed Radlers in beer
gardens across Bavaria. A
traditional Bavarian Radler is
beer mixed with German-style
lemonade or lemon soda. To
create Porch Rocker, they first
brewed a Helles beer, a strawblond
lager with a light maltiness and
subtle hop note. Real lemon was then added to create
the best balance of sweetness, subtle tartness and
effervescence. The result is a bright and satisfying
brew that is the perfect complement to warm summer
days and relaxing on the porch. ABV: 4.5%
Package: 12 oz. bottles only Availability: May
Samuel Adams Summer Ale
This American wheat ale uses malted wheat,
lemon peel and Grains of Paradise to create a
crisp taste, spicy flavor and medium body. The
ale fermentation imparts a background tropical
fruit note reminiscent of mangos and peaches.
All of these flavors come together to create a
thirst-quenching, clean-finishing beer, perfect
for those warm summer days. ABV: 5.3%
Packages: 12 oz. bottles and draught
Availability: Late March
10
HeadyTimes v.73 www.origlio.com

SeasonalSELECTIONS
Angry Orchard
Elderflower
With a bright, fruity
aroma reminiscent of
lychee pears and citrus,
this cider combines
tropical fruitiness from the
elderflower with a fresh
and vibrant apple flavor.
ABV: 5% Package: 12 oz.
bottles only Availability:
Now!
Oskar Blues GUBNA
GUBNA emphasizes that complexity of
character can arise from simple elements.
This beer is made with three malts and
multiple hops are used in the boil for
bitterness, flavor and aroma. Postfermentation,
dry-hopping allows this
monstrosity to gently coax the citrus rind
and grapefruit aroma. GUBNA greets
you with a pungent citrus blast while
providing a spicy, yet round middle and
finish with a brisk, clean bitterness. ABV: 10%
Packages: 12 oz. cans and draught Availability: Now!
Sixpoint Apollo
Apollo is a collaboration between German
Brewmaster Jan Matysiak and Sixpoint
Founder Shane Welch. The two traveled
extensively throughout Bavaria, tasting ales
and consulting with breweries to capture
the best characteristics possible.
Fermented with a genuine Bavarian
wheat ale yeast, Apollo shares many
characteristics with a Kristallweizen, or
filtered wheat ale: it is clear, golden,
straw-like in color with a frothy head
and elegant notes of banana, citrus
and clove. Made with 50% / 50%
wheat malt and barley malt, and
Hallertauer Hersbrucker hops, this beer is
a refreshing choice for sipping all throughout a warm
day. ABV: 5.2% Packages: 16 oz. cans and draught
Availability: April
Harpoon Summer Beer
This light and refreshing Kölsch-style beer appears
to resemble a lager rather than an ale. The style is
a testimony to the broad spectrum of
characteristics an ale can produce, as well as
the brewer’s art. The body is soft and delicate
with a dry, crisp finish. ABV: 4.8% Packages:
12 oz. bottles and draught Availability: Late
March
Harpoon
Welcomes Back the Cans
Harpoon
Summer Vacation
Harpoon IPA, Harpoon
Summer Beer, and UFO
White will be returning in
cans this spring.
Harpoon cans are 100%
recyclable - pack them
in, pack them out.
Availability: IPA and
Summer Beer cans in
March, UFO White
cans in April
You don’t need to take any time off to enjoy a vacation.
With the Harpoon Summer Vacation variety pack, some
friends, a grill and warm weather, even an afternoon at
home can be a vacation! This mix includes: Harpoon IPA,
the copper-colored ale with a medium body and a
balanced hop character, UFO White, a refreshing ale
spiced with orange peel and coriander, Harpoon
Summer Beer, a light ale with a crisp, dry finish and the
new, limited edition, Harpoon
Midsummer
Fling, brewed
with hints of
lemongrass and
elderflower. So
take a vacation –
any time you
want – with the
Harpoon Summer
Vacation Mix.
Availability: March
www.origlio.com HeadyTimes v.73
11

SeasonalSELECTIONS
Manayunk Hidden River Witbier
This Belgian-style wheat beer is unfiltered
to retain the flavor of its integral
ingredients. Though uncommon in
other beer styles, the addition of
coriander and orange peel is
essential to create its subtle citrus
flavor and refreshing, peppery finish.
This ale is the perfect sipper for warm
days and cool nights with your comrades.
ABV: 4.8% Package: Draught only Availability: May
Manayunk Krook’s Mill Pale Ale
An all-American pale ale, Krook’s Mill
is well-balanced and hoppy with a
generous amount of fine 2-row pale
and a touch of crystal malt. This
beer is copper in color and finished
with Cascade, Centennial and
Amarillo hops from the Pacific
Northwest, which provide a wonderful
floral aroma. ABV: 5.3% Package:
Draught only Availability: April
Manayunk The Hive IPA
This India-style pale ale is brewed with
honey. Like busy bees working hard to
please their queen, this copper ale
will take your palate for a spin. The
Hive is loaded with American hops
and complemented by a touch of
raw honey procured from a local
hive. Using a small amount of specialty
malt and nearly every method of hopping
possible, this is a delicious seasonal. ABV: 7.1%
Package: Draught only Availability: May
Elysian Loser
Pale Ale
Loser Pale Ale celebrates
over 20 years of Sub Pop
Records. Loser is brewed
with Pale, Munich,
Crystal and Carahell
malts, bittered with
Sorachi Ace and finished
with Crystal hops. The
light tropical flavors in
this pale ale are
balanced with a crisp
malt-hop finish. Loser Pale Ale is street smart but not
athletic. ABV: 7% Packages: 12 oz. bottles and draught
Availability: March
Elysian
Superfuzz
Blood Orange
Pale Ale
Superfuzz is a mindbending
whirl of the
aromas and flavors of
blood orange and
Northwest hops.
ABV: 5.4% Packages: 12 oz. bottles and draught
Availability: Very limited quantities in April
Great Lakes Rye of the Tiger
Rye of the Tiger has claws. Named for its fierce hop
profile and sharp rye content, Rye of the Tiger is a
thrilling IPA with bite. With its strong citrus and
pine presence and clean, dry finish, Rye of the
Tiger is crafted for the fighter in all of us; a
powerful beer meant to inspire feats of
strength and skill. At 7.5% ABV, mind those
catlike reflexes if your bout goes into extra
rounds. If you can handle this hopped-up
kitty, you’ve earned your stripes. Try it with
fried chicken, milder blue cheeses and
spiced desserts. ABV: 7.5%
Packages: 12 oz. bottles and draught
Availability: April
12
HeadyTimes v.73 www.origlio.com
Great Lakes Lake Erie Monster
The stories of the Lake Erie Monster are like fish stories.
Drink a few of these handcrafted Imperial IPAs and
you’re bound to start boasting and weaving wild
tales of mythic proportions. Drink more and you
might even have visions of South Bay Bessie, the
freshwater cryptid for which this beer is named,
lifting her scaly head above the surface of Lake
Erie. Or the Cuyahoga River. Or a kiddie
pool. Actually, if you see Bessie in a kiddie
pool, take it easy. You’ve probably had too
many. Exploding with hop flavors, Lake Erie
Monster brings out the best in pork chops,
aged cheese and dark chocolate. ABV: 9.1%
Packages: 12 oz. bottles and draught
Availability: May

SeasonalSELECTIONS
Narragansett Summer Ale
Narragansett Summer is a
light session ale made with
2-row pale malt and Citra
hops. The Citra hops deliver
aromas of citrus and passion
fruit without overpowering
the taste buds. The beer is
blonde in color with a mild
kiss of hops that complements
the pale malt perfectly, making
it extremely drinkable. The
superior drinkability and lower
alcohol content make this beer
perfect for summer sessions on the beach, the boat, the
backyard patio or at the ballgame. ABV: 4.2%
Packages: 16 oz. cans and draught Availability: April
Saison Dupont Cuvee Dry
Hopping 2013
Cuvee Dry Hopping features the
famous Triskel hop variety from
Alsace. Triskel is bred from the
French Strissespalt and English
Yeoman hops. Dupont’s Master
Brewer, Oliver Dedeycker
describes it as “combining the
aromatic notes, mainly floral, of
Strisselspalt with the fruity
character of Yeoman.” The
unusual name, Triskel, was apparently inspired by
triskelion, the symbol of the Gauls, those beer drinking
ancestors of the French which represents the three
elements: Earth, Air and Water. ABV: 6.5% Packages:
25.4 oz bottles and draught Availability: Very limited
quantities in April
Lagunitas Undercover
Investigation Shut-Down Ale
This big beer was created as a protest
by Lagunitas founder Tony Magee after
California state alcohol regulators
conducted a bust at a brewery party
and subsequently issued a 20-day
suspension of its brewing license.
This beer is big, bitter and angry.
It’s unrepentant, and it’s unforgiving.
Undercover Ale is dark amber in color, has
a nose of hops and caramel malt and is
clean and nicely carbonated on the palate.
ABV: 9.9% Packages: 12 oz. bottles and
draught Availability: April
Stone Imperial Russian Stout
Very full-bodied and smooth, this beer pours black
with a deep tan head and an aroma of cocoa and
coffee along with some fruity fermentation esters
and some yeasty breadiness. Imperial Russian
Stout is mostly about roasted malts. Bittersweet
cocoa and coffee flavors are the major
players, along with fruitiness, hints of anise
and yeastiness, followed by a smooth,
balanced, not so sweet finish. ABV: 10.5%
Packages: 22 oz. bottles and draught
Availability: Limited quantities in mid-April
Stone Espresso
Imperial Russian Stout
The “Odd” version of Stone’s
Imperial Russian Stout for
2013 is the same recipe but
with the addition of Ryan
Bros. espresso beans during the brewing
process as well as post fermentation, which
elevates the coffee flavors to a very high
level. ABV: 10.5% Packages: 22 oz.
bottles and draught Availability: Limited
quantities in mid-April
Lagunitas Lucky 13.alt
This anniversary release from
Lagunitas is a twist on an old
favorite (Lucky 13). Lucky 13.alt
is brewed with plenty of lightly
roasted malt to keep it rich and
mega-dosed with loads of
hoppy sweet and spicy Amarillo
goodness to keep it on the edge.
They lightened up the malt but
added more of it, and left the
spicy and dank Amarillo hops in
place. It’s kinda like lightening the hair color on your
favorite gal! Do you like Betty or Veronica? ABV: 8.9%
Packages: 22 oz. bottles and draught Availability: May
www.origlio.com HeadyTimes v.73 13

SeasonalSELECTIONS
Heavy Seas
Riptide White IPA
Sierra Nevada
Hoptimum Whole-
Cone Imperial IPA
Sierra Nevada’s one-of-a-kind
hurricane of whole-cone hop flavor
is back for 2013 in their High
Altitude Series. This massive hopforward
monster features many
new school hop varieties including
Magnum, Citra, Simcoe and new
experimental hops that have yet to
be named! Hoptimum is hopped in
the kettle, dry-hopped, then
torpedoed for the most intense hop
flavors ever conjured in a whole-cone imperial IPA.
Hoptimum features notes of grapefruit rind, rose, lilac,
cedar and notes of tropical fruit among its complex hop
assault. ABV: 10.4% Packages: Limited quantities of
12 oz. bottles and draught Availability: May
Sierra Nevada Southern
Hemisphere Harvest Ale
Spring always welcomes the first
installment of Sierra Nevada’s
legendary Harvest Ale Series with
the release of Southern
Hemisphere Harvest Ale. This freshhop
ale is made with unique hops
from New Zealand, which are
picked, dried and shipped to the
brewery within seven days of the
fields. The interesting spicy and
floral hops including Southern
Cross, Pacifica and Motueka
varieties are unlike any of their
cousins grown north of the
equator. This is the sixth release of
this one-of-a-kind beer and a great addition to the world
of fresh-hop ales. ABV: 6.7% Packages: Limited quantities
of 24 oz. bottles and draught Availability: May
This bright golden brew offers a touch of
caramel sweetness, but only as a backdrop
for the complex interplay of wit-style spices of
sweet and bitter orange peel, coriander and
powerfully citrus American hops. ABV: 7.25%
Packages: 12 oz. bottles and draught
Availability: April
Sierra Nevada Summerfest
The first hints of good weather and sunshine always
means that Summerfest isn’t far behind. Sierra Nevada’s
summer seasonal is back for 2013. This crisp and
refreshing Bohemian-style pilsner is one of the jewels in
the brewery’s seasonal lineup. Brewed with imported
European malts and featuring premium spicy and floral
Saaz, Spalter and Select hops, Summerfest is the perfect
beer when temperatures start to rise. ABV: 5% Packages:
12 oz. bottles and draught Availability: April
Heavy Seas Holy Sheet
This brandy barrel-aged Abbey ale
has rich malt flavors that
mingle with the
sweetness of
Belgian candi
sugars and fruity
complex traditional
Abbey yeast
characteristics. Notes
of figs, biscuit and
caramel balance the
luxuriously decadent
grape and oak flavors
from the brandy barrel
aging process. ABV: 10%
Packages: 22 oz. bottles
and draught Availability:
Very limited quantities in
May
14
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SeasonalSELECTIONS
Sly Fox Royal Weisse Cans
This unfiltered, Bavarian-style wheat
beer is brewed with German Pils and
wheat malts and hopped with German
Northern Brewer hops. The release of
cans every spring is a sure harbinger
that warmer weather is on the way. The
name is derived from the fact that, until
1872, wheat beers in Bavaria could
only be brewed by royalty in stateowned
breweries. Royal Weisse is a
year-round favorite on tap all over the
Philadelphia region and a popular
seasonal canned release each spring. This mediumbodied,
fruity beer is delicious, no matter what season.
ABV: 5.6% Packages: 12 oz. cans and draught
Availability: 12 oz. cans in March, draught year-round
21st Amendment
Hell or High Watermelon Wheat
Hell or High Watermelon Wheat is brewed
using a classic American wheat beer,
which undergoes a traditional
secondary fermentation
using fresh watermelon. This
straw-colored, refreshing
beer has a kiss of
watermelon aroma and
flavor. ABV: 4.9%
Packages: 12 oz. cans
and draught
Availability:
April
Dogfish Head Aprihop
A serious IPA brewed with luscious apricots
and finished with whole-leaf hops, Aprihop is
a “fruit beer for hop heads…” says the Ale
Street News. This thirst-quenching brew has a
fruity/citrusy taste with a hint of cedar. It
pairs well with salads, swordfish, Mexican
dishes, barbeque and hummus. ABV: 7%
Packages: 12 oz. bottles and draught
Availability: March
Dogfish Head Tweason’ale
This gluten-free, sorghum-based
ale is brewed with strawberries
and buckwheat honey. Dogfish
Head has replaced the classic barley
foundation of beer with a mild sorghum
base. Hints of molasses and pit-fruit are
balanced by vibrant strawberry notes and
a unique complexity that comes with the
addition of a malty buckwheat honey.
Health conscious beer drinkers and the
millions of Americans who suffer from
Celiac disease will relish the distinction
and drinkability of this very
special brew. Try it with fatty
fish, dried fruit, salted nuts or
Mascarpone cheese.
ABV: 6% Package: 12 oz.
bottles only Availability: May
Dock Street Illuminator
Dopplebock
This deep amber-colored lager has a
huge malt presence. It is a full, rich
beer, rounded with malty complexity
and earthy European hop character.
ABV: 7.8% Package: Draught only
Availability: Mid-March
Twin Lakes Winterthur Spring Wheat
Winterthur Wheat is Twin Lakes’ version of an American West Coast wheat beer. This thirstquenching
ale is smartly hopped and has a uniquely crisp and sparking taste. 2-row barley malt
and wheat malt are blended with whole flower cascade hops to create this refreshing wheat
beer with a distinctive flavor. The name Winterthur comes from the Brandywine Valley’s
international renowned museum and nature garden. ABV: 6% Package: Draught only
Availability: April
www.origlio.com HeadyTimes v.73
15

SeasonalSELECTIONS
Saranac 12 Beers of Summer
The popular Saranac
summer variety pack is
back with an all new look
and two, brand new
beers – Session Ale and
Wildflower Ale. Session Ale
is an extremely drinkable,
light ale with a nice hop
flavor and aroma, brewed
to be “sessionable.”
Wildflower Ale gets its
name from the wildflower honey and
wild calendula flowers used in brewing the unique ale.
These two interesting brews join four other Saranac
favorites including: Saranac Kolsch, Rye IPA, White IPA
and Pale Ale. Availability: April
Saranac Shandy
Saranac
Blueberry
Blonde Ale
To celebrate the arrival of
warmer weather, Saranac
once again introduces
Blueberry Blonde Ale, a light
and refreshing, unfiltered
blonde ale with a hint of real
blueberry juice. You’ll notice
a light golden haze and low
hop bitterness, which really
shows off the fruit. ABV: 5%
Package: Draught only
Availability: April
Saranac Shandy is a true traditional shandy made with
REAL lemonade (clarified lemon juice, sugar and water)
combined with a light
lager. Simply put, it’s
delicious, sweet, clean
and crisp! With an ABV
of 4.2% you can enjoy it
all day long on the
beach, on the golf
course or wherever you
spend your days in the
sun. ABV: 4.2%
Package: 12 oz. bottles
only Availability: April
New bottle designs were
not available at print time
Weyerbacher Blanche
Light, cloudy and smooth,
Weyerbacher Blanche
brings you authentic
Belgian-style flavor along
with handcrafted quality and
freshness. ABV: 4.6%
Packages: 12 oz. bottles and
draught Availability: April
Weyerbacher
Blasphemy
Blasphemy is Weyerbacher
Quad aged in bourbon
barrels, but not overaged, so
the beer has picked up gentle vanilla oaky notes
which complement rather than supersede the
complex qualities that already make Quad
such an incredible beer. Take an already
complex beer and add even more nuance
and flavor and you get this fine, after
dinner sipper. ABV: 11.8% Package: 25.4 oz. bottles
only Availability: Limited quantities in May
Evil Genius Supervillains
Variety Pack
New bottle designs were
not available at print time
The Supervillains have arrived to wreak havoc on your
taste buds! The Evil Genius Supervillains variety
encompasses three great styles to quench your thirst
during those hot and humid summer months. Whatever
your flavor, you’ll find something you’ll love in this mix
case. Included are: The Siren, an American pale wheat
ale with a smooth blend of citrus hops and wheat grain
that engulf your senses while notes of grapefruit and
orange dance along your
tongue, Friar
Formidable, a
Belgian dubbel that is
a treasure trove of
taste with notes of
dark fruits, brown
sugar and caramel
and Hunchback, a
traditional
hefeweizen with that
great German weisse flavor
we’ve all come to know and love. Notes of banana and
clove tantalize the nose and tongue mixed with a
beautiful wheat flavor. Availability: May
16
HeadyTimes v.73 www.origlio.com

SeasonalSELECTIONS
Green Flash
Hop Odyssey 2013
With their roots firmly planted in the land of sunshine
and IPA, Green Flash Brewing Co. has pioneered the
West Coast’s signature hop-forward brewing
style for over a decade. Inspired by their
own long journey of hop exploration,
Green Flash co-founders Mike and
Lisa Hinkley are pleased to introduce
“Hop Odyssey”- the national
release of six diverse, hopcentric
beers available in
draught only; a brewery
voyage that will extend over
the next 12 months with a new
release slated for every other
month in 2013. Through Hop
Odyssey, Green Flash places a
renewed emphasis on their
notoriously hoppy foundation and
embarks on a year-long journey that
will offer a dynamic, flavorful draught
lineup to ignite the palates of craft beer
enthusiasts and devoted hop heads
everywhere.
“We wanted to hone our focus on the range of flavor
that can be achieved with the use of different hop
varietals,” explains Green Flash Brewmaster, Chuck
Silva. “By utilizing new hop varieties coming out of the
Hop Breading Company in Yakima, WA as well as the
previously developed hops, we have the opportunity to
be innovative while we continue to re-brew some of our
favorite hoppy recipes from the past.”
The April Release: Imperial Red Rye IPA
Bigger, bolder and hoppier is what you get in Green
Flash’s Imperial Red Rye IPA…how unusual! This is quite
possibly the most amount of flavor that can be packed
into a glass of red ale. Columbus hops set the stage for
the newly available Mosaic hops (released in 2013) to
shine through the rich crystal malt base and a touch of
rye malt adds a spicy dryness to accentuate the hop
character further. ABV: 8.5% Package: Draught only
Availability: April
Green Flash
Saison Diego
A San Diego
Beach House Ale
Technically, this is a Belgian
farmhouse ale, but in San
Diego, they like to do things a
little differently. Inspired by
community craftsmanship of
Old World Belgian farmhouse
ales and the warm, Southern
California weather, Saison
Diego harvests the best of both
worlds. This light, spicy brew
contains Czech Saaz hops that
are accentuated by orange zest,
ginger and Grains of Paradise.
Crisp, vivid, bright and zesty, Saison Diego is the perfect
pairing for seafood. This beer is a sip of So-Cal sunshine
that will make everyday feel like summer. ABV: 4.3%
Packages: 12 oz. bottles and draught Availability: May
Abita Spring IPA
This West Coast-style IPA
has an up front, intense
hop flavor and aroma.
Amarillo and
Centennial hops give
the brew the rich and
resinous flavors of
citrus and spice. This
bright pale ale has a
clean, crisp taste and
a bright pale color.
ABV: 6.25%
Packages: 12 oz. bottles and draught
Availability: Limited quantities in March
www.origlio.com HeadyTimes v.73 17

Available Year-Round PERFECT FOR THE SEASON
Verdi For Mother’s Day
Allagash White
Mother’s Day is Sunday, May 12th. Show her your love
in Italian with Verdi, the sparkling Italian fun.
This year the unfiltered
Allagash White will turn 18.
Many consider it a classic, an
oldie-but-goody, a springtime,
or anytime “go to.”
Owner Rob Tod fell in love
with Belgian beers after
being introduced to Celis
White back in 1994. The
beloved Peter Celis
actually saved the style
from extinction back in
the 1960s, a decade
after the last white beer
brewery closed in
Belgium. Tod started
Allagash Brewing Co. in
July of 1995 at a time
when Belgian-style white
beers in the U.S. were barely existent.
The beer spends nearly three weeks fermenting before
shipping. A special proprietary 2-row barley malt blend
from Briess is combined with four other grains to create
the signature body and head. The coriander produces a
subtle spice aroma while the house yeast and curacao
(bitter orange peel) contribute to a fruity palate.
When the Phils are taking their first cracks at bat this
spring, grab a pint of this spicy, crisp and fruity offering.
Should we talk podium time? Allagash White has won
the Gold Medal at the last two consecutive World Beer
Cups in 2010 and 2012.
Hailing from the land of lobster rolls, a seafood pairing
is a best bet for this brew. Allagash White is also perfect
with salads, goat cheese and apple pie. ABV: 5%
Packages: 12 oz. bottles and draught
Availability: Year-round
Firestone Walker Pale 31
This brew is an ode to California, home of the Firestone Walker Brewing
Co. and the 31st state in our union. Beer may not be associated with
terroir the way wine is, but the folks at Firestone Walker believe that
where they are from impacts how their beers taste. Floral Pacific
Northwest hops greet the nose and impart a subtle and balanced
bitterness that complements the crisp pale malts and light carbonation.
This dry-hopped California pale ale represents the bold yet approachable
spirit that embodies the Golden State. ABV: 4.9% Package: Draught only
Availability: Year-round
18
HeadyTimes v.73 www.origlio.com

Programs
La Fin Du Monde Now Available in Draught!
Unibroue, the small Canadian brewery
with many legends, was started in 1991
and began distributing to the U.S. in
1994. Innovators of bringing true, refermented
Belgian-style ales to the U.S.,
the Unibroue brewery is true to tradition.
La Fin du Monde, a triple golden-style ale
is the staple beer of the brewery. This
beer’s popularity has grown so much that
it’s finally being released as a year-round
draught. Unibroue Regional Sales
Manager, Bernard Johnson says, “The
brewery has been waiting for the right
opportunity to be able to have the quantity
of La Fin du Monde needed to support the
market; we have done renovations to the
Try this tasty recipe made with the “liquid gold”.
LA FIN DU MONDE ONION SOUP
Serves 6
Prep. Time: 10 minutes
Cooking time: 1 hour
INGREDIENTS
6 medium onions (2 1/2 lbs.) peeled and
finely chopped (2 red, 2 white, 2 Vidalias)
1 green onion finely chopped
1 bottle of La Fin du Monde (750 ml bottle)
1 garlic clove finely chopped
3 Tbsp. olive oil or butter
1/2 cup of Port wine
1/2 cup of red wine
4 cups beef broth
brewery to make sure we were able
to do so. Moving forward, I see our
brand staying true to itself. We will
continue with what works, making a
great tasting, reliable liquid,
consistently.”
The lineup of Unibroue beers pair very
well with food and Johnson often holds
beer dinners to feature these pairings.
“While working in the field I see the
direction of food and beer pairings being
a great success. I work very closely with
chefs at these dinners to make sure the
beer and food complement each other. La
Fin du Monde pairs best with sirloin, duck,
scallops and many types of fine cheeses.
1 VERY small pinch of dried thyme
1/2 tsp. celery seeds
1 large bay leaf (to be taken out
before putting in oven)
Salt, ground pepper to taste
6 French bread slices – (1/4 in.) thick
2 cups grated Swiss cheese
(Gruyere or Emmental)
1 cup fresh grated
Parmigiano Reggiano cheese
DIRECTIONS
- In a large saucepan, caramelize half the onions at medium/low heat (1 of each color), the
green onion and the garlic in the butter or olive oil, stirring often, until mixture is a
dark golden color (about 20 minutes).
- Deglaze with the beer, while scraping bottom of pan. Reduce by half.
- Add broth, Port, red wine, thyme, celery seeds, bay leaf and leftover onion.
- Preheat oven to 450•.
- Salt and pepper to taste. Bring to a boil, reduce heat
and simmer for about 25 minutes.
- Pour soup into 6 bowls, add a slice of bread over each
one and cover with 1/3 cup of Swiss cheese and 1/6 cup
of fresh Parmigiano Reggiano.
- Place the bowls on a cooking tray, brown.
For a schedule of Unibroue beer dinners and more great recipes like this,
go to www.unibroue.com.
www.origlio.com HeadyTimes v.73 19

Programs
Celebrating American Craft Beer Week with Philabundance
merican Craft Beer Week will
take place the week of May
13th – 19th and will be
celebrated across the country
honoring all of the small and
independent brewers of America.
Last year, the Declaration of Beer
Independence was signed by
thousands of beer enthusiasts from
every corner of the country and even
more are expected to do so this year.
The Brewers Association has
sponsored this celebration for the last
seven years. The week is timed for
the kick-off of the busy summer selling
season. Since 2006, American Craft
Beer Week has promoted thousands
of events supporting the discovery of
hand crafted beers throughout the
United States.
Origlio Beverage is proud to, once
again, be a part of this celebrated
week of craft beer. To show our
commitment to the craft movement,
we will be making a donation of
$0.25 per case on many American
craft beers that are purchased from
Origlio, by our off-premise accounts
in the Philadelphia five-county market,
from May 13th through the 19th.
The proceeds will be donated to
Philabundance, the region’s largest
hunger relief organization.
21st Amendment
Abita
Allagash
Dogfish Head
Elysian
Evil Genius
Firestone Walker
Great Lakes
The craft breweries involved are listed below
Green Flash
Harpoon
Heavy Seas
Lagunitas
The Lost Abbey
Narragansett
Oskar Blues
Port
Saranac
Russian River
Sierra Nevada
Sixpoint
Sly Fox
Spring House
Stone
Twin Lakes
Weyerbacher
For more information or to participate in
American Craft Beer Week go to www.craftbeer.com.
Celebrate Cinco With
Modelo Especial
Cash in on your customers’ anticipation of Cinco de
Mayo, the biggest fiesta of the year, with Modelo
Especial, the #3 imported beer in the U.S. and winner
of 18 consecutive Impact Hot Brand Awards. Modelo
Especial is building excitement for the holiday with an
all-new promotion for 2013. Thematic, bilingual POS
features festive cut-paper designs and captures the
energy and tradition of the fiesta. Join one of the fastest
growing brands in the industry and make your Cinco
de Mayo one to celebrate!
20
HeadyTimes v.73 www.origlio.com

Programs
When the Stanley
Cup ® Playoffs begin,
the passion felt
among hockey’s
diehard fans is
incomparable. This is
the time when they
truly savor the gravity
and the glory tied to
every decision made
on the ice – because nothing is
insignificant when the Cup is at
stake. This 2013 Playoff Season,
Molson Canadian’s Call of the Cup
program connects with hockey’s most
avid fans by making them part of the
journey to the Stanley Cup ® .
It’s game 7. First period. Your star
goalie just let in 3 quick goals. What
do you do?
Play Him or Pull Him?
Molson Canadian: The Call of the Cup April 1 – June 30, 2013
With 60 different Playoffinspired
debates, Molson
Canadian bottles will feature
back labels that prompt live
conversation among hockey
fans throughout the Playoffs.
What’s more, a unique digital
element allows drinkers to
“officially vote” online, with
the chance to see and
comment on what other
hockey fans think about the decisions
that define who will win the
Stanley Cup ® .
In addition to debate-inspiring back
labels on Molson Canadian bottles,
the Stanley Cup ® is featured on 5
secondary packages (12pk bottles,
24pk bottles, 18pk cans, 24pk cans,
30pk cans) and all can primaries
(12 oz., 16 oz., 24 oz.). With the
It’s a Cold Hard Fact: The Coors Light
Freeze Cam is Back!
The game’s most refreshing beer (and when we say game, we mean
hockey, baseball and basketball!) is back in 2013, and bringing viewers
Cold Hard Facts the way only Coors Light can! Coors Light is partnering
with Home Team Sports or HTS (a division of Fox Sports) for in-game
exposure in key geographies including all major cities in the Northeast,
where 89% of key beer drinkers watch live sports on an HTS regional
network each week.
The primary in-game feature is Coors Light Cold Hard Facts for NBA, MLB
and the NHL, where there is a natural fit with Coors Light being the official
beer of the NHL. The program engages viewers and sports fans in a
unique way, whereby an interesting fact about the game (the home team,
the rivalry of the match up, the host city, a key player, etc.) is featured
during live play via voice over. In games where the Coors Light brand has
two features, fans can experience the Coors Light Freeze Cam. The Coors
Light Freeze Cam simply freezes the best moment of the game for the
viewer to enjoy. Whether it’s a controversial call or a game winning goal,
these exciting moments are frozen in time for the sports fan to cheer to.
Stanley Cup ® front and
center, this packaging
provides a turnkey tool
to create retail displays
and brings exciting
news into the onpremise,
particularly in
strong hockey accounts.
A variety of bold
Stanley Cup ® POS,
including a display spectacular,
reflective plaque, and tap handle,
creates an exciting atmosphere that
shows hockey’s most avid fans that
Molson Canadian shares their
passion for every minute of the
journey to the Stanley Cup ® .
NHL, THE NHL SHIELD AND THE WORD MARK AND
IMAGE OF THE STANLEY CUP ARE REGISTERED
TRADEMARKS OF THE NATIONAL HOCKEY LEAGUE.
© NHL 2013. ALL RIGHTS RESERVED.
Moosehead Teams
Up With Karbon:
The Official
Apparel Sponsor of
Multiple Winter
Olympic Teams
This April through June, Moosehead
will be offering very cool, top quality
hats and T-shirts designed by
Karbon, the official apparel sponsor
of multiple winter Olympic teams,
in specially marked cases of
Moosehead Lager 12 oz. loose
bottle cases. For 22 years Karbon
has provided the winter sports and
athletic industry with quality products
and service. Like Moosehead, they
are a family owned, Canadian
company with a focus on quality.
Look for the exciting new apparel
coming soon!
www.origlio.com HeadyTimes v.73 21

Programs
Heineken
Star Bottle Sweeps
This spring, Heineken introduces
the new Star Bottle with a
groundbreaking program that
will bring it to life via an
alternate reality Star App.
The new Star Bottle adds a
progressive appeal to consumers’
sense of sight, touch and taste,
while reinforcing Heineken’s iconic
status by delivering the same
distinctive smooth and full-bodied
taste since 1866.
The Star Bottle will serve as the
portal to a world of Heineken
exclusive experiences around the
globe. Eye-catching POS instructs
consumers to download the app,
scan the bottle and access world-class
content. Once engaged with the app,
a globe appears on the screen, full of
opportunities to win worldwide
experiences. The Star App merges
virtual elements with real-life scenes
creating a ‘mixed reality’ of virtual
elements and the real world that will
engage consumers in a memorable
journey. The program will be
supported with a strong advertising
campaign and POS materials.
The Star Bottle will be available
nationally beginning in April in 12
and 22 oz. bottles for Heineken,
Heineken Light (6pk, 12pk and 24pk)
and 12 oz. bottles for Heineken Dark
(6pk and 12pk).
Heineken UEFA Champions League
Heineken is leveraging its UEFA
Champions League (UCL) sponsorship
by partnering with accounts for the
entire 2013 season and making them
a premium viewing location for all
UCL matches.
Partner accounts will be listed in an
account locator, which helps patrons
find the nearest UCL account through
an easy-to-use Facebook app. The
account locator will be supported by
digital advertising and will drive
traffic to accounts for both live and
replay matches.
On-premise POS will drive awareness
of the UCL sponsorship, telling
patrons when the matches are
happening and how to enter the
sweepstakes to win prizes. A
promotional sweepstakes overlay will
also give consumers a chance to win
instant UCL and Heineken prizes and
memorabilia.
Earn championship-level profits with
Heineken and UEFA!
Dos Equis XX Tough Mudder
Tough Mudder is the toughest event on the planet, and the Most
Interesting Man’s favorite race. This 12-mile obstacle course, designed
by British Special Forces, attracts contestants from around the globe –
and is sure to attract Dos Equis fans to the stores!
Are you tough enough to take the Tough Mudder challenge during the
Mid-Atlantic Spring event on June 1st and 2nd? With Dos Equis and
Tough Mudder, get ready for extreme profits! Sales are easy when you
get tough.
VISIT WWW.TOUGHMUDDER.COM
FOR MORE INFORMATION
22
HeadyTimes v.73 www.origlio.com

Programs
EXPERIENCE CINCO
LIKE FEW EVER HAVE at
TWITTER.COM/DOSEQUIS
Dos Equis
Celebrates
Cinco Season
During the month leading
up to Cinco de Mayo, Dos
Equis will provide shoppers
with five weeks of exclusive
content and inspiration
taken from chapters of the
Most Interesting Man’s unpublished
memoirs. This collection of celebratory
rituals, feasts and adventures will
encourage shoppers to create and share
their own legendary experiences whenever
the feeling strikes them.
In the on-premise, accounts will be dressed
with celebratory Dos Equis Cinco elements
to kick off the month-long
celebration and patrons will
be provided the tools to
continue their five weeks of
Cinco Celebration (hats,
maracas and much more).
Dos Equis Ambassadors
will also support pre and
day-of Cinco activations.
This year Cinco is so
much more than just
one day!
Lights, Camera, Action!
Pay attention to that TV set because new Yuengling
commercials are coming soon! Yuengling has been
hard at work filming five new television spots,
created by Harrisburg ad agency Pavone, that focus
on one thing – the beer. Dick Yuengling himself will
tell you, “You don’t need gimmicks to sell beer, you
just need good beer.” And good beer is what shines
through. Sweat dripping from Yuengling bottles,
carbonation bubbles ascending from a pint glass and
a gorgeous close-up of the perfect pour – all fussed
over by beer stylist Jonathon Lee, who has worked
with all the top beer brands. However, the qualitybrewed
beers of Yuengling didn’t require any special
effects or additives; just the real thing was used.
Keep your eyes open for the new spots that really
make Yuengling beer the star.
Yuengling’s New
Consumer E-Newsletter
Yuengling recently completed and sent out their first
ever consumer focused e-newsletter to nearly 6,000
Yuengling fans across the country! The response was
great and reports showed that
consumers spent time
reading the information
and following the links to
learn more about the
company. The e-newsletter
is intended for a
consumer audience and
will be sent out quarterly.
Content includes a
summary of company
wide promotional
programming that is happening in the marketplace,
company news, recipes and a featured gift shop
item. If you are interested in receiving the
e-newsletter, you can sign up on the Yuengling
website at www.yuengling.com/clubregistration.
www.origlio.com HeadyTimes v.73 23

RetailEDGE
Fake IDs and the “Good Faith” Defense
Fake IDs are big business. And some are so sophisticated that they can pass through scanners without being detected. Last
year, this prompted a group of United States Senators to send a letter to the Chinese Ambassador asking their government
to take action against the most notorious offender, ID Chief, and other online companies that produce fake IDs. ID Chief is
now out of business.
“For $200 a minor could purchase a
“good fake”, as the kids refer to
them, and purchase alcohol,” said
Walt Lafty. Lafty, of the PLCB, has
been hands-on with the agency’s
RAMP program since its inception.
He and his staff routinely field
questions from bars, restaurants and
off-site catering companies about their
exposure, should they find themselves
in court for a liquor liability civil suit.
His advice is to follow the letter of the
law, accept only the four IDs legally
acceptable in Pennsylvania* and
adhere to the F.E.A.R. method when
examining any form of identification.
F.E.A.R. stands for Feel, Examine, Ask
questions (what’s your zip code for
example) and Return.
Fran O’Brien, Esq., former chief
counsel to the PLCB and an expert on
Pennsylvania liquor law, concurs with
Lafty. “You should assume that every
customer walking through your
door is a State Police decoy.
There is no doubt that there are some
very good counterfeit IDs out there,
but if you and your staff make every
reasonable attempt to validate an ID,
most judges would be inclined to
give you the benefit of the
doubt in the case
of a lawsuit or
a citation for
serving minors.
Some retailers who
are suspicious that an ID is a
good fake have made photo copies
of them to have on file in case there
are questions down the line. This is
what is known as the good faith
defense. It takes a bit of time and
people don’t always bother to do it,
but it is the best form of protection
out there.”
O’Brien and Lafty encourage you to
take all the necessary precautions as
evidence of your good faith effort to
sell alcohol only to individuals who
are 21 or older.
Good Faith Legal Forms of Defense
Polaroid photographs
Photocopies
Videotapes
ID swipe machines
A completed declaration of age card (PLCB-931)
*The IDs legally accepted in Pennsylvania are: valid photo driver’s license, state ID card, valid photo armed forces ID,
valid photo passport or travel Visa
24
HeadyTimes v.73 www.origlio.com

The BeerGUY
Bet on Bretts for Spring By Tomme Arthur
Editor’s Note: Our usual Beer Guy, Lew Bryson, has accepted the coveted position of Executive Editor for Malt Advocate
Magazine. We will all miss his beer insights and pithy musings. Good luck, Lew!
Summer is almost
here and as we
move towards
higher heat
indexes and
warmer nights,
our attention turns
to lighter styles of
beer. For many, there is nothing better
aroma of the beer, we might see Brett
manifesting itself in a classic way,
known to many as “Barnyard” or
even “Horsey.” What this really
means is that Brett is leaving behind
a marker (known as an ester) from
the fermentation in the beer. There is
a wildness about this character. It is
distinctive to say the least.
nice tart flavor in the finished beer.
The result is a beer with a slighty
lower pH and a bit more acid in the
finish. If I was looking for a simple
way to describe this, I would say that
Brett-finished beers can take on the
quality of an iced tea with lemon
added. Sure there is a nice robust
tea in there, but the lemon has
“…consumers are looking for more interesting beers with complex finishes.”
than a crisp beer on a hot summer
night. When I think of a refreshing
beer for summer, I think of my favorite
“Brett” beers. Brettanomyces is a wild
yeast that produces some exceptional
flavors in beer. Brett-influenced beers
are becoming more popular as
brewers are branching out, looking
for new areas to explore.
As a wild yeast, Brettanomyces
influences beer primarily in aroma
and secondarily in flavor. In the
Some beers with Brett in them are
using less classic strains and in many
ways are more tropical than
barnyard-like. These are some of the
most interesting summer-styled beers.
A great fruity ester in concert with a
tart finish makes these beers
particularly interesting and great
summer quenchers.
While Brett is predominantly
responsible for producing interesting
aromatics in beer, it also leaves a
brought forward a slight zing and in
many ways makes the beverage
more refreshing.
All told, Brett-based beers are
becoming the norm. It’s a great thing
as consumers are looking for more
interesting beers with complex
finishes. I love the ones we make
here at The Lost Abbey and I can’t
wait to drink more. Now if you’ll
excuse me…
Frozen Pouches Could Be Your Next “Main Squeeze”
Patrick Hughes, the marketing director
for the Diageo Guinness USA
(DGUSA) malternative division knows
that his company is on to
something big. Last
year DGUSA
launched a new line
of frozen malternative
cocktails for its Parrot
Bay rum and Smirnoff
vodka brands. Speaking
before a group of
wholesalers from across
the country last fall,
Hughes hailed the new
releases as a homerun for
consumer convenience
noting that “you can’t have
fun at your own party if
you’re busy making frozen cocktails.”
Mike’s Hard Lemonade has also
come out with an assortment of
frozen cocktails featuring Lemonade,
Black Cherry Lemonade, Margarita
and Strawberry Lemonade.
When speaking of pouches,
convenience is the
operative word. They are
the perfect package for
today’s on-the-go lifestyle.
And beverage companies
aren’t the only ones
filling pouches.
Writing for the Wall
Street Journal,
Sarah Nassuer’s
February 13th
article, “The
Push for Grownup
Squeezies,” reports that “packets
filled with fruit and vegetable puree
have become a hit with babies,
toddlers and kids. Now pouch
makers are marketing them as a way
for adults to enjoy servings of fruits
and vegetables.”
Nielsen research shows that
10% of malternative pouch
sales come from buyers new
to alcoholic beverages, while
50% of the volume comes
from consumers purchasing
pouches in addition to other
adult beverages. The trend is
gaining momentum. No longer
a novelty, pouches have gone
mainstream and those who
purchase alcoholic drink
pouches appeal to 35-54 yearolds
in above average quantities.
Give your customers the flavors they
crave in the packages they love. Talk
to your Origlio representative and
place your order today.
www.origlio.com HeadyTimes v.73 25

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