Coors and Heineken â Your Partners in ... - Origlio Beverage
Coors and Heineken â Your Partners in ... - Origlio Beverage
Coors and Heineken â Your Partners in ... - Origlio Beverage
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SPRING 2008 | VOLUME #48<br />
<strong>Coors</strong> <strong>and</strong> <strong>He<strong>in</strong>eken</strong> — <strong>Your</strong> <strong>Partners</strong> <strong>in</strong> Responsibility<br />
If you are <strong>in</strong> the bus<strong>in</strong>ess of sell<strong>in</strong>g alcohol,<br />
responsibility is a word that should always<br />
be on your m<strong>in</strong>d. Demonstrat<strong>in</strong>g to your<br />
customers, community <strong>and</strong> public<br />
officials that you are a responsible<br />
purveyor of beer, w<strong>in</strong>e<br />
<strong>and</strong> spirits is not only the<br />
right th<strong>in</strong>g to do for society,<br />
it earns you the right to<br />
participate <strong>in</strong> policy discussions<br />
that have an<br />
impact on laws govern<strong>in</strong>g<br />
consumption. While we<br />
should all be grateful to organizations such as Madd <strong>and</strong> Sadd for<br />
rais<strong>in</strong>g our collective awareness about the perils <strong>and</strong> tragedies<br />
caused by drunk driv<strong>in</strong>g, there will always be citizens<br />
who vilify demon alcohol while push<strong>in</strong>g their<br />
zero tolerance agenda. But there is another side<br />
of the story <strong>and</strong> it is important to take action to<br />
demonstrate that our <strong>in</strong>dustry is serious about the<br />
responsible, moderate consumption of alcohol.<br />
You may have talked the talk, but have you walked<br />
the walk<br />
The <strong>Coors</strong> Brew<strong>in</strong>g Company <strong>and</strong> <strong>He<strong>in</strong>eken</strong> USA<br />
have been at the forefront of the responsibility message.<br />
Both companies have committed substantial<br />
amounts of money <strong>and</strong> resources to educate the public<br />
about moderate consumption <strong>and</strong> the health benefits<br />
of beer while not ignor<strong>in</strong>g the problems associated<br />
with underage dr<strong>in</strong>k<strong>in</strong>g <strong>and</strong> substance abuse. “We had<br />
a comprehensive responsibility program at the Super<br />
Bowl <strong>and</strong> made more people aware of the importance<br />
of designated drivers sign<strong>in</strong>g up 700 before kickoff,”<br />
said Ed Van Den Ameele a <strong>Coors</strong> Responsibility Field<br />
Manager. “Even at <strong>Coors</strong> promotions across the country<br />
lead<strong>in</strong>g up to the game, our ‘Hero Campaign for<br />
Designated Drivers’ recognized <strong>and</strong> rewarded <strong>in</strong>dividuals<br />
for their actions.” cont<strong>in</strong>ued on page 16<br />
The Official Publication of <strong>Origlio</strong> <strong>Beverage</strong><br />
In This Issue<br />
CERTIFICATION<br />
Because we care about<br />
our community<br />
<strong>Origlio</strong> <strong>Beverage</strong> offers an<br />
educational opportunity to our<br />
valued customers that details<br />
<strong>in</strong>formation necessary for the<br />
proper service of alcohol. For a<br />
nom<strong>in</strong>al fee, (cost of materials<br />
only), our TIPS certified tra<strong>in</strong>ers<br />
will travel to your establishment<br />
<strong>and</strong> conduct a class for your<br />
employees.<br />
The TIPS program or “Tra<strong>in</strong><strong>in</strong>g for Intervention<br />
ProcedureS,” promotes the proper use of alcohol<br />
<strong>and</strong> heightens alcohol awareness. This<br />
program covers the issues that concern<br />
servers <strong>in</strong>clud<strong>in</strong>g age verification, liability <strong>and</strong><br />
excessive consumption. Upon completion of<br />
the sem<strong>in</strong>ar, a certification test is adm<strong>in</strong>istered<br />
<strong>and</strong> those who pass will be TIPS certified for<br />
three years. A properly tra<strong>in</strong>ed staff may lessen<br />
the likelihood that you will be cited for LCB violations<br />
or be sued. Please call 215.698.1158<br />
ext. 239 for TIPS sem<strong>in</strong>ar <strong>in</strong>formation.<br />
Letter to the Trade ...........................2<br />
JD McGillicuddy’s ............................3<br />
Krewstown <strong>Beverage</strong> ......................4<br />
Programs..........................................5<br />
New Products...................................9<br />
The Retail Edge..............................14<br />
What’s <strong>Your</strong> Br<strong>and</strong><br />
The Beer Guy by Lew Bryson........15<br />
Get The Belgian Beat
Accord<strong>in</strong>g to a<br />
Stanford study<br />
on the price<br />
of w<strong>in</strong>e:<br />
“Price matters<br />
on a deeper<br />
level than<br />
anyone<br />
guessed”<br />
Beer is f<strong>in</strong>ally gett<strong>in</strong>g the attention it<br />
deserves. It doesn’t matter if it is a<br />
craft, domestic or import, beer is<br />
talked about on TV <strong>and</strong> written about<br />
<strong>in</strong> nearly every magaz<strong>in</strong>e <strong>and</strong> newspaper.<br />
I have heard a few commentators<br />
say that beer is where w<strong>in</strong>e was<br />
<strong>in</strong> the 1970s when consumers began<br />
to discover w<strong>in</strong>e’s heritage <strong>and</strong> diversity.<br />
Naturally, anytime I see someth<strong>in</strong>g<br />
about w<strong>in</strong>e, I take note s<strong>in</strong>ce it<br />
may be helpful <strong>in</strong> sell<strong>in</strong>g beer.<br />
Accord<strong>in</strong>g this latest w<strong>in</strong>e study, the<br />
old adage that you get what you pay<br />
for really is true when it comes to the<br />
enjoyment of better w<strong>in</strong>es. Accord<strong>in</strong>g<br />
to researchers at the Stanford<br />
Graduate School of Bus<strong>in</strong>ess <strong>and</strong> the<br />
California Institute of Technology, if a<br />
person is told he is tast<strong>in</strong>g two different<br />
w<strong>in</strong>es—<strong>and</strong> that one costs $5 <strong>and</strong><br />
the other $45 when they are, <strong>in</strong> fact,<br />
the same w<strong>in</strong>e—the part of the bra<strong>in</strong><br />
that experiences pleasure becomes<br />
more active on an MRI bra<strong>in</strong> scan<br />
when the dr<strong>in</strong>ker th<strong>in</strong>ks he is enjoy<strong>in</strong>g<br />
the more expensive v<strong>in</strong>tage.<br />
People <strong>in</strong> retail have suspected all<br />
along that price <strong>and</strong> br<strong>and</strong> <strong>in</strong>fluence<br />
the customer’s perception of quality,<br />
but this study demonstrated that price<br />
affected the actual pleasure that the<br />
bra<strong>in</strong> experiences when the w<strong>in</strong>e consumed<br />
was thought to be more<br />
expensive.<br />
But what about the thrill people experience<br />
when they buy someth<strong>in</strong>g on<br />
sale The researchers found that consumers<br />
do get an emotional boost. “It<br />
was such a deal!” But there is a downside<br />
when the product is actually<br />
used. Somehow, the sale item just<br />
doesn’t feel as effective. In this second<br />
study the researchers gave a group of<br />
students a can of Red Bull before ask<strong>in</strong>g<br />
them to solve some puzzles. Half<br />
of the participants were told that the<br />
Red Bull was bought on sale. The kids<br />
who thought that their dr<strong>in</strong>ks were<br />
the sale items solved fewer puzzles<br />
than the group that consumed the<br />
“full price” Red Bull. Once aga<strong>in</strong>,<br />
price had an impact on the outcome<br />
of the experiment. Money really does<br />
talk.<br />
So what does this have to do with<br />
beer Price matters on an even deeper<br />
level than anyone guessed. It signals<br />
quality. Even the perceived effectiveness<br />
of a well-respected product<br />
like Red Bull suffered if it was<br />
thought to have been bought on sale.<br />
The researchers documented that<br />
price is not just about <strong>in</strong>ferences of<br />
quality, it can actually affect real<br />
quality <strong>in</strong> the m<strong>in</strong>d of the consumer.<br />
That is really someth<strong>in</strong>g to th<strong>in</strong>k<br />
about when t<strong>in</strong>ker<strong>in</strong>g with price.<br />
S<strong>in</strong>cerely,<br />
Dom<strong>in</strong>ic <strong>Origlio</strong><br />
2 <strong>Origlio</strong> <strong>Beverage</strong> • www.origlio.com HeadyTimes v.48
On-premise Spotlight:<br />
JD McGillicuddy’s<br />
Whether it be the warm <strong>and</strong><br />
<strong>in</strong>vit<strong>in</strong>g atmosphere, the camaraderie<br />
between the guys who<br />
run the show or the genu<strong>in</strong>e<br />
warm feel<strong>in</strong>g you get when<br />
you enter the bar, JD<br />
McGillicuddy’s is like a little<br />
piece of home.<br />
Tom Thornton Sr., patriarch of the<br />
family, opened the Goal Post (now<br />
Frankie’s Café <strong>in</strong> Havertown) 32 years<br />
ago <strong>and</strong> the beer bus<strong>in</strong>ess has been <strong>in</strong><br />
the Thornton family ever s<strong>in</strong>ce. Tom<br />
Sr. <strong>in</strong>troduced his son to the bus<strong>in</strong>ess<br />
when he was a young boy <strong>and</strong> <strong>in</strong><br />
1994 he <strong>and</strong> his father opened the<br />
doors of the first JD McGillicuddy’s <strong>in</strong><br />
Ardmore, PA. Not only is Tom Sr. a<br />
beer man, he also has a great sense of<br />
humor. When asked how JD<br />
McGillicuddy’s got its name, Tom Jr.<br />
laughed <strong>and</strong> expla<strong>in</strong>ed that one day<br />
his father was golf<strong>in</strong>g with a close<br />
family friend, Jack D. McDonald, <strong>and</strong><br />
as they conversed about Mr.<br />
Thornton’s bar, Jack turned to him<br />
<strong>and</strong> asked, “when are you gonna<br />
name a bar after me”<br />
Now, fourteen years later there are<br />
three more JD McGillicuddy’s locations<br />
<strong>in</strong> Manayunk, Kirklyn <strong>and</strong><br />
JD McGillicuddy’s, located <strong>in</strong> Ardmore,<br />
Manayunk, Kirklyn <strong>and</strong> T<strong>in</strong>icum<br />
Back row, left to right: Matt Thornton, Tom Thornton<br />
Front row, left to right: Keith Petka, John Stauffer,<br />
Kyle Thornton, Eric Eberz, Chris Thornton,<br />
Danny Qu<strong>in</strong>n<br />
T<strong>in</strong>icum with a new location<br />
<strong>in</strong> the works, somewhere<br />
<strong>in</strong> the Philadelphia area. These<br />
thriv<strong>in</strong>g bars are the perfect<br />
place to unw<strong>in</strong>d after a tough<br />
work week or enjoy a meal with the<br />
family. Known for their classic cuis<strong>in</strong>e,<br />
friendly service <strong>and</strong> <strong>in</strong>vit<strong>in</strong>g<br />
atmosphere, JD McGillicuddy’s is sure<br />
to treat you like family.<br />
Tom Thornton Jr. oversees the operation<br />
of each JD McGillicuddy’s location,<br />
but he has a lot of help thanks<br />
to an extremely close knit family.<br />
From brothers, to cous<strong>in</strong>s, to <strong>in</strong>-laws,<br />
the bars are all run by members <strong>and</strong><br />
close friends of the Thornton family.<br />
“Each of us has our own part <strong>in</strong> the<br />
bus<strong>in</strong>ess because we are all good at<br />
different th<strong>in</strong>gs,” says Tom.<br />
Family is of the utmost importance to<br />
the Thorton clan <strong>and</strong> they attribute<br />
the success of the bus<strong>in</strong>ess to just<br />
that. “You can count on each other<br />
no matter what. If someone is sick,<br />
one of us will always pick up the slack<br />
without hesitation. The corporate<br />
world is very selfish. We never have to<br />
worry about that here. We are all here<br />
to look out for each other <strong>and</strong> the<br />
bus<strong>in</strong>ess.”<br />
Thornton expressed how the deep<br />
sense of family extends to staff. “We<br />
don’t need server <strong>in</strong>centives here, our<br />
staff wants to be here; there is very<br />
low turnover. They really do stick<br />
around; no one ever wants to leave!”<br />
As for the customers, they know many<br />
of them by name <strong>and</strong> often engage <strong>in</strong><br />
conversations. It is very important to<br />
the JD McGillicuddy’s team that their<br />
customers feel welcome. “Our customers<br />
really are an extension of our<br />
family-some of them even end up at<br />
our family parties!”<br />
Not only are the Thornton’s great<br />
bus<strong>in</strong>essmen, they also give back to<br />
the community. JD McGillicuddy’s<br />
sponsors several youth sports teams<br />
<strong>and</strong> some of the guys even do some<br />
coach<strong>in</strong>g! “We love sports, as you can<br />
see,” Tom says as he po<strong>in</strong>ts to the<br />
walls of the bar that are adorned with<br />
sports paraphernalia from floor to<br />
ceil<strong>in</strong>g. “We bought all this stuff ourselves.<br />
It’s all personal touches. We<br />
want it to look like home, well, at<br />
least what we would want our homes<br />
to look like if we were bachelors!”<br />
In a world that has become so corporate<br />
<strong>and</strong> un<strong>in</strong>vit<strong>in</strong>g, JD<br />
McGillicuddy’s is def<strong>in</strong>itely a place<br />
that br<strong>in</strong>gs back the family-feel we all<br />
yearn for.<br />
HeadyTimes v.48 <strong>Origlio</strong> <strong>Beverage</strong> • www.origlio.com 3
Off-premise Spotlight:<br />
Krewstown <strong>Beverage</strong><br />
Local bus<strong>in</strong>ess people make enormous<br />
<strong>and</strong> positive contributions to our communities.<br />
Their bus<strong>in</strong>esses create good<br />
jobs, opportunities <strong>and</strong> stability which<br />
<strong>in</strong> turn improve our neighborhoods,<br />
schools, <strong>and</strong> the quality of life <strong>in</strong> our<br />
towns. More importantly, they are<br />
emotionally <strong>in</strong>vested <strong>and</strong> care about<br />
our communities <strong>and</strong> prove so by provid<strong>in</strong>g<br />
services <strong>and</strong> voluntary efforts<br />
that can’t be replaced by any amount<br />
of government assistance. In many<br />
ways, they are the backbone to our<br />
towns. By support<strong>in</strong>g local bus<strong>in</strong>esses<br />
we help keep f<strong>in</strong>ancial resources <strong>in</strong> the<br />
area <strong>in</strong>stead of distant corporate headquarters.<br />
Mike Patel, owner of Krewstown<br />
<strong>Beverage</strong>, is one of these local bus<strong>in</strong>ess<br />
people who underst<strong>and</strong>s the importance<br />
of community support. Over the<br />
past two years s<strong>in</strong>ce Mike has been <strong>in</strong><br />
bus<strong>in</strong>ess, he has established himself as<br />
part of the neighborhood <strong>in</strong> Northeast<br />
Philadelphia through the support of<br />
local schools <strong>and</strong> benefits. He has<br />
showed his appreciation to the community<br />
by donat<strong>in</strong>g money to local<br />
high school teams as well as sponsor<strong>in</strong>g<br />
a basketball team. Also, Mike has<br />
donated beer to neighborhood<br />
fundraisers, such as beef-n-beers, <strong>in</strong><br />
support of the city’s police officers.<br />
Krewstown <strong>Beverage</strong> is just as <strong>in</strong>volved<br />
with its customers <strong>in</strong>side the store as it<br />
is outside. Mike has prided himself on<br />
mak<strong>in</strong>g his store a place where people<br />
feel welcome <strong>and</strong> appreciated. Top on<br />
the list of his priorities is the appearance<br />
of his store. From merch<strong>and</strong>is<strong>in</strong>g<br />
to cleanl<strong>in</strong>ess, Mike likes to provide his<br />
customers with the most enjoyable<br />
purchas<strong>in</strong>g experience possible. He<br />
credits a major part of the bus<strong>in</strong>ess’<br />
Mike Patel, owner of Krewstown <strong>Beverage</strong>.<br />
success to customer loyalty. “Over the<br />
years my customers have been very<br />
loyal. I like to keep th<strong>in</strong>gs personal<br />
<strong>and</strong> make a po<strong>in</strong>t to learn everyone’s<br />
name.” Although Patel has gotten to<br />
know most of his customers’ purchases<br />
with no exchange of words necessary,<br />
he likes to keep a wide variety on<br />
h<strong>and</strong> to give them more options.<br />
In order to keep up with the vast<br />
selection of brews that are available <strong>in</strong><br />
the market, Mike f<strong>in</strong>ds himself<br />
research<strong>in</strong>g new products that might<br />
be of <strong>in</strong>terest to his customers. After<br />
sampl<strong>in</strong>g <strong>and</strong> read<strong>in</strong>g up on these<br />
products, he f<strong>in</strong>ds it beneficial to pass<br />
this knowledge on to his employees. In<br />
turn, his employees are able to make<br />
suggestions to customers <strong>and</strong> guide<br />
Krestown <strong>Beverage</strong>, Northeast Philadelphia<br />
them to an additional purchase.<br />
Keep<strong>in</strong>g up with current trends <strong>and</strong><br />
br<strong>and</strong>s has proven beneficial for<br />
Krewstown <strong>Beverage</strong>, who now serves<br />
quite a selection of craft brews.<br />
Although domestic br<strong>and</strong>s account for<br />
most of the sales, Mike has been able<br />
to spread the word about craft beers to<br />
his customers, who have been very<br />
open to try<strong>in</strong>g new br<strong>and</strong>s.<br />
“Over the years my<br />
customers have been very<br />
loyal. I like to keep th<strong>in</strong>gs<br />
personal <strong>and</strong> make a<br />
po<strong>in</strong>t to learn everyone’s<br />
name.” —MIKE PATEL<br />
Shoppable <strong>and</strong> orderly, Krewstown <strong>Beverage</strong><br />
provides a pleasant retail experience.<br />
4 <strong>Origlio</strong> <strong>Beverage</strong> • www.origlio.com HeadyTimes v.48
Gluten-Free Beer<br />
The special needs of beer-lovers with<br />
Celiac Disease (gluten <strong>in</strong>tolerance, an<br />
allergic reaction to wheat) are f<strong>in</strong>ally<br />
ga<strong>in</strong><strong>in</strong>g the attention of brewers<br />
throughout the world. Gluten disrupts<br />
the ability of the small <strong>in</strong>test<strong>in</strong>e to<br />
function properly, robb<strong>in</strong>g the body of<br />
nutrients. This disease is significantly<br />
under-diagnosed <strong>and</strong> may affect up to<br />
1% of people <strong>in</strong> the US alone.<br />
Unfortunately for those with the disease,<br />
beer was out of the question!<br />
Brewers have researched the chemical<br />
<strong>and</strong> physical properties of Celiac<br />
Disease <strong>and</strong> have formulated products<br />
with 100% gluten-free <strong>in</strong>gredients <strong>and</strong><br />
processes that ensure purity of product.<br />
They po<strong>in</strong>t out that some filter<strong>in</strong>g<br />
processes used by brew<strong>in</strong>g companies<br />
render gluten undetectable <strong>in</strong> “lowgluten”<br />
beer; however, unless a beer is<br />
totally gluten-free, there is no assurance<br />
that it is safe for Celiacs.<br />
Offer your customers delicious 100%<br />
gluten free options!<br />
Green’s Gluten-Free Beer<br />
■ Green’s Discovery Gluten- Free<br />
Amber Ale<br />
■ Green’s Endeavor Gluten-Free<br />
Dubbel<br />
■ Green’s Quest Gluten-Free<br />
Tripel Ale<br />
Woodchuck Draft Ciders<br />
■ Woodchuck Amber Draft Cider<br />
■ Woodchuck Dark & Dry 802 Draft<br />
Cider<br />
■ Woodchuck Granny Smith Draft<br />
Cider<br />
■ Woodchuck Pear Draft Cider<br />
■ Woodchuck Raspberry Draft Cider<br />
HeadyTimes v.48 <strong>Origlio</strong> <strong>Beverage</strong> • www.origlio.com 5
Oskar Blues:<br />
Buzz Worthy Craft Beer<br />
Oskar Blues, the Colorado brewer of<br />
zesty, hoppy Dale’s Pale Ale, started<br />
cann<strong>in</strong>g its beers <strong>in</strong> 2002, two cans at<br />
a time on a table-top mach<strong>in</strong>e. Now,<br />
six years later, they have experienced<br />
their fifth straight year of significant<br />
growth! In 2007, the brewery grew<br />
51%, mak<strong>in</strong>g the company a growth<br />
leader among the nation’s<br />
craft brewers. Oskar<br />
Blues is exp<strong>and</strong><strong>in</strong>g <strong>and</strong><br />
open<strong>in</strong>g a new facility<br />
<strong>in</strong> Longmont, Colorado.<br />
Production should<br />
beg<strong>in</strong> <strong>in</strong> March of this<br />
year.<br />
James Boag’s Premium Lager Achieves an Australian Brew<strong>in</strong>g First<br />
In June 2007, James Boag’s Premium<br />
Lager was awarded the Crystal<br />
Prestige award at the Monde<br />
Selection <strong>in</strong> Brussels. One of the most<br />
renowned beer awards, the Crystal<br />
Prestige award recognizes br<strong>and</strong>s that<br />
have won gold medals dur<strong>in</strong>g 10 consecutive<br />
years at the Monde Selection.<br />
Gold medals are awarded only to<br />
those beers that meet the highest<br />
quality st<strong>and</strong>ards. Boag’s was also recognized<br />
<strong>in</strong> Tast<strong>in</strong>g Panel’s October<br />
2007 edition as one of the best<br />
Australian exports. Director of Sales<br />
<strong>and</strong> Market<strong>in</strong>g, Lyndon Adams says,<br />
“These awards are a testament to the<br />
Boag’s brewers who strive every day<br />
to make the world’s best beers.”<br />
6 <strong>Origlio</strong> <strong>Beverage</strong> • www.origlio.com HeadyTimes v.48
<strong>He<strong>in</strong>eken</strong>’s Hot New<br />
Innovation<br />
This Father’s Day, deliver a flawless<br />
at home draught experience with<br />
He<strong>in</strong>ken’s BeerTender. Designed<br />
exclusively for <strong>He<strong>in</strong>eken</strong><br />
DraughtKegs, the US launch of<br />
BeerTender by Krups builds on the<br />
success of the <strong>He<strong>in</strong>eken</strong> <strong>and</strong><br />
<strong>He<strong>in</strong>eken</strong> Premium Light<br />
DraughtKegs. The BeerTender is<br />
designed to pour the perfect<br />
draught beer just like a pro. There is<br />
simply noth<strong>in</strong>g better than a freshly<br />
poured, cold glass of premium<br />
draught beer. Just <strong>in</strong><br />
time for Father’s Day<br />
gift giv<strong>in</strong>g, the fresh<br />
draught experience<br />
can be enjoyed at<br />
home with a<br />
<strong>He<strong>in</strong>eken</strong> DraughtKeg<br />
<strong>and</strong> the BeerTender<br />
by Krups!<br />
Carlsberg: Part of the Game!<br />
Keystone Light: Race<br />
Dirty, F<strong>in</strong>ish Smooth<br />
American <strong>in</strong>terest <strong>in</strong> World Cup<br />
Soccer is real <strong>and</strong> grow<strong>in</strong>g fast! Fueled<br />
by David<br />
Beckham’s<br />
arrival to the<br />
LA Galaxy, soccer’s<br />
popularity<br />
is about to<br />
reach a new<br />
high <strong>in</strong> June<br />
when the EURO airs on national television.<br />
Carlsberg is the ma<strong>in</strong> sponsor<br />
of EURO 2008, the third largest<br />
sport<strong>in</strong>g event <strong>in</strong> the world after the<br />
Olympics <strong>and</strong> the Soccer World Cup.<br />
Many soccer fanatics consider this<br />
event to be more excit<strong>in</strong>g than the<br />
World Cup because the European<br />
teams are generally at a more competitive<br />
level. The f<strong>in</strong>als will be played <strong>in</strong><br />
Austria <strong>and</strong> Switzerl<strong>and</strong> from June<br />
7th through June<br />
29th. Broadcast<br />
on ESPN,<br />
Carlsberg signage<br />
will be everywhere!<br />
Carlsberg<br />
is also mak<strong>in</strong>g<br />
sure that bars<br />
host view<strong>in</strong>g parties dur<strong>in</strong>g the<br />
EURO where consumers can w<strong>in</strong> free<br />
Euro ’08 jerseys!<br />
Whether Germany gets their fourth<br />
w<strong>in</strong> or Italy f<strong>in</strong>ally get their h<strong>and</strong>s<br />
on the trophy they haven’t held<br />
s<strong>in</strong>ce 1968, one th<strong>in</strong>g is for sure:<br />
the victory will be celebrated with<br />
plenty of crisp cold Carlsberg!<br />
Keystone Light is cont<strong>in</strong>u<strong>in</strong>g<br />
their successful rac<strong>in</strong>g program<br />
this year, focus<strong>in</strong>g on consumer<br />
<strong>in</strong>terest <strong>in</strong> rac<strong>in</strong>g <strong>and</strong> their<br />
weekend attitude that draws<br />
them to the tracks. Research has<br />
shown that “cruisers” love local<br />
rac<strong>in</strong>g <strong>and</strong> driv<strong>in</strong>g. They love<br />
their cars, stock-car rac<strong>in</strong>g, dirttrack<br />
rac<strong>in</strong>g , four wheel<strong>in</strong>g, offroad<strong>in</strong>g<br />
<strong>and</strong> everyth<strong>in</strong>g<br />
associated with it. Keep<br />
the momentum go<strong>in</strong>g<br />
with Keystone Light, the<br />
only value priced br<strong>and</strong><br />
to date that has shown<br />
growth for ten consecutive<br />
months! Keystone Light is<br />
always smooth even<br />
when you’re not.<br />
When you’re the official beers of C<strong>in</strong>co de Mayo, you celebrate <strong>in</strong> a<br />
big, big way! Summer is on its way <strong>and</strong> so is everyone’s favorite<br />
holiday to kick off the summer sell<strong>in</strong>g season…C<strong>in</strong>co de Mayo! The<br />
beg<strong>in</strong>n<strong>in</strong>g of summer always starts with the Mexican br<strong>and</strong>s from<br />
Crown Imports; Corona, Corona Light <strong>and</strong> Modelo Especial.<br />
The Gr<strong>and</strong>e C<strong>in</strong>co Celebration will explode onto the scene with an<br />
outpour<strong>in</strong>g of <strong>in</strong>creased sales <strong>and</strong> profits from Corona, Corona Light, Negra<br />
Modelo <strong>and</strong> Pacifico. These imports don’t take themselves too seriously or try<br />
too hard to impress yet they rema<strong>in</strong> the #1 sell<strong>in</strong>g imported beer family <strong>in</strong><br />
the U.S! Corona <strong>and</strong> Corona Light know how to get summer started!<br />
HeadyTimes v.48 <strong>Origlio</strong> <strong>Beverage</strong> • www.origlio.com 7
Celebrate Cherry Blossom Season with Sapporo<br />
The National Cherry Blossom Festival<br />
annually commemorates the 1912<br />
gift to the city of Wash<strong>in</strong>gton of 3,000<br />
cherry trees from Mayor Yukio<br />
Ozaki of Tokyo to enhance<br />
the grow<strong>in</strong>g friendship<br />
between the United<br />
States <strong>and</strong> Japan. In<br />
a simple ceremony<br />
on March<br />
27, 1912, First<br />
Lady Helen<br />
Herron Taft <strong>and</strong><br />
Viscountess Ch<strong>in</strong>da, wife of<br />
the Japanese ambassador, planted<br />
the first two of these<br />
trees on the north bank<br />
of the Tidal Bas<strong>in</strong> <strong>in</strong><br />
West Potomac<br />
Park. Over the<br />
years thous<strong>and</strong>s of trees were planted<br />
<strong>and</strong> <strong>in</strong> 1994 the Festival was exp<strong>and</strong>ed<br />
to two weeks to accommodate the<br />
many activities that happen dur<strong>in</strong>g<br />
the trees bloom<strong>in</strong>g. Over a million<br />
people visit Wash<strong>in</strong>gton each year to<br />
admire the blossom<strong>in</strong>g cherry trees<br />
<strong>and</strong> participate <strong>in</strong> the Festival that<br />
heralds the beg<strong>in</strong>n<strong>in</strong>g of spr<strong>in</strong>g <strong>in</strong><br />
the nation’s capital.<br />
The Big W<strong>in</strong>ner: San Miguel<br />
The Beer Magaz<strong>in</strong>e voted San Miguel<br />
Premium Lager the best Asian beer <strong>in</strong><br />
a bl<strong>in</strong>d tast<strong>in</strong>g recently. The panel,<br />
made up of beer dr<strong>in</strong>kers rang<strong>in</strong>g <strong>in</strong><br />
age from 28-42, rated each<br />
of the seven Asian beers<br />
they tasted <strong>in</strong> several categories<br />
<strong>in</strong>clud<strong>in</strong>g appearance,<br />
aroma, taste <strong>and</strong><br />
f<strong>in</strong>ish. The panel<br />
claimed that San<br />
Miguel “had the most<br />
flavor <strong>and</strong> tasted better<br />
then all the other<br />
beers.” Congrats<br />
San Miguel!<br />
<strong>Coors</strong> Light <strong>and</strong> ESPN<br />
Celebrat<strong>in</strong>g the Ultimate<br />
Sports Fan<br />
<strong>Coors</strong> Light is team<strong>in</strong>g up with ESPN<br />
to br<strong>in</strong>g you the first annual Cold<br />
Hard Fan Awards! This high impact<br />
program is sure to quench every fan’s<br />
thirst for spr<strong>in</strong>g sports <strong>in</strong> March <strong>and</strong><br />
April! Consumers will compete to w<strong>in</strong><br />
Cold Hard Fan Awards <strong>in</strong> categories<br />
such as Most Refresh<strong>in</strong>g Fan, Biggest<br />
Tourney Time Fan, Best Trash Talker<br />
<strong>and</strong> more. They will be able to enter<br />
onl<strong>in</strong>e at <strong>Coors</strong>Light.com <strong>and</strong> at local<br />
on-premise parties. F<strong>in</strong>alists will be<br />
selected at the bar parties by an ESPN<br />
personality <strong>and</strong> a <strong>Coors</strong> Light representative.<br />
The w<strong>in</strong>ner is then given<br />
the opportunity to compete <strong>in</strong> the<br />
f<strong>in</strong>als where an ESPN talent will<br />
host the F<strong>in</strong>al Cold Hard Fan<br />
Awards Show to select the w<strong>in</strong>ners.<br />
This spr<strong>in</strong>g, prove you’re a “Cold<br />
Hard Fan” with <strong>Coors</strong> Light!<br />
<strong>Coors</strong> Light National Vent<strong>in</strong>g Day<br />
On April 15th 2008, <strong>Coors</strong> Light <strong>and</strong><br />
<strong>Coors</strong> Banquet will launch the newest<br />
can <strong>in</strong>novation-the vented wide<br />
mouth can-while giv<strong>in</strong>g consumers<br />
the chance to vent with them. Based<br />
on consumer <strong>in</strong>sights, 70% of can<br />
beer dr<strong>in</strong>kers dr<strong>in</strong>k the beer directly<br />
from the can, but 52% don’t like the<br />
way the can pours. The vented wide<br />
mouth can directs airflow <strong>in</strong>to the can<br />
<strong>and</strong> has a wider open<strong>in</strong>g than the current<br />
can, for a smooth, refresh<strong>in</strong>g<br />
pour. What better day is there to truly<br />
vent than on tax day This year on<br />
April 15th, vent with <strong>Coors</strong> Light <strong>and</strong><br />
<strong>Coors</strong> Banquet’s unique new cans!<br />
8 <strong>Origlio</strong> <strong>Beverage</strong> • www.origlio.com HeadyTimes v.46
Two New Styles from Twisted Tea<br />
Twisted Tea is br<strong>in</strong>g<strong>in</strong>g even more variety to<br />
the marketplace this spr<strong>in</strong>g! Twisted Tea<br />
Midnight <strong>and</strong> Green Citrus.<br />
Twisted Tea Midnight is a<br />
hard iced tea with a black<br />
tea flavor designed to appeal<br />
to people who feel that flavored<br />
malt beverages are<br />
too sweet. It delivers the<br />
great taste of iced tea without<br />
the sweet f<strong>in</strong>ish.<br />
Twisted Tea Green<br />
Citrus br<strong>in</strong>gs the grow<strong>in</strong>g<br />
trend of green tea to<br />
the #1 Hard Iced Tea<br />
br<strong>and</strong>. This green tea<br />
has a h<strong>in</strong>t of citrus that<br />
makes for an even<br />
more refresh<strong>in</strong>g experience.<br />
Twisted Tea is<br />
br<strong>in</strong>g<strong>in</strong>g refreshment to<br />
a new level!<br />
Twisted Tea Half & Half<br />
24 oz Can<br />
Com<strong>in</strong>g this spr<strong>in</strong>g, the taste of<br />
true iced tea <strong>in</strong> a 24 oz can!<br />
Twisted Tea Half & Half is a hard<br />
iced tea with lemonade flavor<br />
made from some of the f<strong>in</strong>est<br />
teas <strong>in</strong> the world blended with a<br />
clear malt alcohol base <strong>and</strong> natural<br />
lemon flavor. Now, there is<br />
even more of it to enjoy <strong>in</strong> each<br />
serv<strong>in</strong>g!<br />
Harpoon Cider – Pure <strong>and</strong> Natural<br />
Last fall, the Harpoon Brewery, <strong>in</strong>troduced a hard cider<br />
made from a blend of locally grown, freshly pressed<br />
apples. Without the addition of preservatives, artificial<br />
colors, or sweeteners, Harpoon Cider is fresh, pure <strong>and</strong><br />
all natural.<br />
Harpoon Cider is made from a blend of locally grown<br />
apples <strong>in</strong>clud<strong>in</strong>g the New Engl<strong>and</strong> favorite, McIntosh.<br />
This blend of varieties is fermented with the brewery’s<br />
own yeast, creat<strong>in</strong>g an aroma with a clean, fruity character.<br />
With an alcohol by volume of 4.1%, this crisp cider<br />
is balanced with the ripe apple sweetness <strong>and</strong> tartness<br />
from the fruit’s natural acidity. The color is very light as<br />
a result of us<strong>in</strong>g only freshly pressed apples.<br />
“As a regional craft brewer, we ga<strong>in</strong>ed an <strong>in</strong>terest <strong>and</strong><br />
respect for cider because of its strong roots <strong>and</strong> history <strong>in</strong><br />
New Engl<strong>and</strong> – not to mention that we like to dr<strong>in</strong>k<br />
cider,” says Rich Doyle, Harpoon CEO <strong>and</strong> co-founder.<br />
“We found that there weren’t many options for a locallyproduced,<br />
great-tast<strong>in</strong>g, totally natural cider, so we decided<br />
to brew our own.” Doyle encourages dr<strong>in</strong>kers to get<br />
creative with their Cider; use it for cook<strong>in</strong>g, pair dishes<br />
with it or br<strong>in</strong>g it to a party to toast a special occasion. It<br />
is an exceptional accompaniment for pork dishes,<br />
seafood, a variety of cheeses, <strong>and</strong> sweet desserts.<br />
Harpoon Cider is a refresh<strong>in</strong>g <strong>and</strong> dist<strong>in</strong>ctive addition to<br />
every celebration.<br />
The New Corona Extra 12-pack Cans<br />
This convenient new package was developed <strong>in</strong> response to<br />
terrific sales of the new blue Corona Extra 12-oz. can<br />
launched <strong>in</strong> 2007. The package design features bold graphics<br />
to capture the attention of Corona Extra dr<strong>in</strong>kers who<br />
want a convenient way to share with friends at the beach,<br />
poolside or any place<br />
bottles can’t go.<br />
HeadyTimes v.46 <strong>Origlio</strong> <strong>Beverage</strong> • www.origlio.com 9
Dogfish Head Palo Santo Marron<br />
Dogfish Head’s newest beer, Palo Santo Marron, is now<br />
available <strong>in</strong> 4-packs. The first 5000 4-packs off of<br />
the bottl<strong>in</strong>g l<strong>in</strong>e <strong>in</strong>clude a DVD with a 20 m<strong>in</strong>ute<br />
documentary called TAKE TIME about how this<br />
beer came about <strong>and</strong> how it is made. The film’s<br />
length matches the recommended time it takes to<br />
dr<strong>in</strong>k a snifter of this very special beer.<br />
Dogfish Head Palo Santo Marron is an unfiltered,<br />
unfettered, unprecedented brown ale that is aged <strong>in</strong><br />
h<strong>and</strong>made wooden brew<strong>in</strong>g vessels. The beer is fermented<br />
with organic sucanat sugar. The caramel <strong>and</strong><br />
vanilla complexity unique to this ale comes from the<br />
exotic Paraguayan Palo Santo wood from which these<br />
tanks were crafted. It’s all very excit<strong>in</strong>g!<br />
Three New Flavors from Mike’s<br />
Mike’s knows the way to a consumer’s heart is through<br />
variety <strong>and</strong> that’s what they are offer<strong>in</strong>g! Mike’s has<br />
come out with three new flavors <strong>in</strong>clud<strong>in</strong>g Mike’s Hard<br />
Pomegranate Lemonade; Mike’s signature hard lemonade<br />
comb<strong>in</strong>ed with juicy pomegranate <strong>and</strong> subtle notes<br />
of berry, cherry <strong>and</strong> cranberry for a refresh<strong>in</strong>g blend,<br />
perfect for any occasion! And, two new Mike’s Hard<br />
Cocktails that have real cocktail taste <strong>and</strong> real cocktail<br />
profits! Mojito is Mike’s version of the traditional Cuban<br />
cocktail with real sugar cane, m<strong>in</strong>t, lime juice <strong>and</strong> fullbodied<br />
rum flavor. Pomegranate Mart<strong>in</strong>i is a fantastic<br />
fusion of Pomegranate <strong>and</strong> Acai berries that will tempt<br />
anyone’s taste buds! Two of the hottest cocktails served<br />
<strong>in</strong> trendy bars can now be enjoyed at home!<br />
Capta<strong>in</strong> Morgan Parrot Bay Mojito<br />
Available now, Capta<strong>in</strong> Morgan Parrot Bay Mojito<br />
Tropical Malt <strong>Beverage</strong>. Mojitos are muscl<strong>in</strong>g <strong>in</strong> as<br />
the 2nd most popular cocktail, trail<strong>in</strong>g only margaritas.<br />
Mojitos are poised to explode as broad<br />
consumer appeal is grow<strong>in</strong>g <strong>and</strong> consumers<br />
are look<strong>in</strong>g for a pre-mixed solution<br />
for a dr<strong>in</strong>k that is<br />
difficult to make.<br />
Noth<strong>in</strong>g takes<br />
you to the<br />
isl<strong>and</strong>s faster<br />
than the perfect<br />
blend of refresh<strong>in</strong>g<br />
lime <strong>and</strong> m<strong>in</strong>t <strong>and</strong><br />
with Parrot Bay Mojitos, you<br />
get the perfect blend every time!<br />
Abita Jockamo<br />
The newest Abita brew takes its name <strong>and</strong> <strong>in</strong>spiration from the Mardi Gras Indians of<br />
New Orleans. Look<strong>in</strong>g for Indians on Mardi Gras Day is a tradition for many New<br />
Orleans families. A cultural phenomenon familiar to residents of the Crescent City, the<br />
Mardi Gras Indians are not well known to outsiders <strong>and</strong> Abita is proud to help share<br />
their story with the world. Tribes of danc<strong>in</strong>g, s<strong>in</strong>g<strong>in</strong>g, chant<strong>in</strong>g “Mardi Gras Indians”<br />
have marched <strong>in</strong> New Orleans for over 250 years. Elaborate costumes of feathers,<br />
beads <strong>and</strong> sequ<strong>in</strong>s mark their secret parades. Ancient Afro-Creole rituals <strong>and</strong> language<br />
celebrate cultural traditions.<br />
Abita Jockamo is crafted the traditional way to create a bold <strong>and</strong> flavorful India Pale<br />
Ale that stomps <strong>and</strong> shouts. When you hear the drums, jo<strong>in</strong> <strong>in</strong> the song…‘Iko! Iko!<br />
Jockamo fe na ne’.<br />
10 <strong>Origlio</strong> <strong>Beverage</strong> • www.origlio.com HeadyTimes v.48
Allagash White- Always an Adventure<br />
Allagash White is the brewery’s <strong>in</strong>terpretation of a traditional<br />
Belgian wheat beer. Brewed with a generous portion<br />
of wheat <strong>and</strong> a special blend of spices, this beer is<br />
light <strong>and</strong> slightly cloudy <strong>in</strong> appearance with a spicy<br />
aroma. This is an excellent beer to enjoy <strong>in</strong> the spr<strong>in</strong>g or<br />
anytime with a v<strong>in</strong>aigrette salad or fresh goat cheese.<br />
Ommegang Witte<br />
This pale, golden wheat ale is very soft <strong>and</strong> light on the<br />
tongue with subtle h<strong>in</strong>ts of tart lemon, bitter orange <strong>and</strong><br />
spic<strong>in</strong>ess of cori<strong>and</strong>er. Crafted for summer session dr<strong>in</strong>k<strong>in</strong>g,<br />
although available all year, Ommegang Witte is a<br />
traditional white ale with a high, white frothy head <strong>and</strong><br />
refresh<strong>in</strong>g flavor. Try it at a picnic with light summer<br />
foods, appetizers, salads <strong>and</strong> barbeque.<br />
Samuel Adams Summer Ale<br />
Bright <strong>and</strong> Citrusy – brewed with mysterious<br />
“Gra<strong>in</strong>s of Paradise”<br />
Samuel Adams Summer Ale is an American wheat ale.<br />
This summer seasonal uses malted wheat as well as lemon<br />
zest <strong>and</strong> gra<strong>in</strong>s of paradise, a rare pepper from Africa first<br />
used as a brew<strong>in</strong>g spice <strong>in</strong> the 13th Century to create a<br />
crisp <strong>and</strong> spicy flavor <strong>and</strong> body. The ale fermentation<br />
imparts a background tropical fruit note rem<strong>in</strong>iscent of<br />
mangos <strong>and</strong> peaches. All of these come together to create<br />
a thirst quench<strong>in</strong>g, clean f<strong>in</strong>ish<strong>in</strong>g beer perfect for those<br />
warm summer days.<br />
Sierra Nevada Summerfest<br />
This pilsner-style lager has <strong>in</strong>credible smoothness that<br />
comes from an extra-long lager<strong>in</strong>g period. Summerfest is<br />
lighter <strong>in</strong> body than ales but just as complex <strong>in</strong> character<br />
<strong>and</strong> quenches your thirst with big aroma <strong>and</strong> a tangy hop<br />
bite! While Summerfest is complex enough to accompany<br />
any gourmet meal, it is also great at barbecues, picnics, or<br />
any time you want a smooth, refresh<strong>in</strong>g beer. Assertive<br />
enough to st<strong>and</strong> up to spicy meats <strong>and</strong> sauces, its tangy hopp<strong>in</strong>ess<br />
also goes well with the sharp, peppery bite of specialty<br />
mixed salad greens.<br />
HeadyTimes v.48 <strong>Origlio</strong> <strong>Beverage</strong> • www.origlio.com 11
Harpoon Heralds the<br />
Season with Summer Beer<br />
Enjoy<strong>in</strong>g a refresh<strong>in</strong>g Harpoon<br />
Summer Beer has become a favorite<br />
pastime of many to help cool down<br />
the hot summer days. “Our quality<br />
malts create a soft mouthfeel with<br />
a dry f<strong>in</strong>ish - true to its German<br />
roots,” says Al Marzi, Harpoon’s<br />
Head Brewer. “Harpoon Summer<br />
Beer has a very clean flavor <strong>and</strong><br />
is very dr<strong>in</strong>kable. Its crisp taste<br />
makes it a perfect beer for summer!”<br />
Introduced <strong>in</strong> 2000,<br />
Harpoon Summer Beer, brewed<br />
<strong>in</strong> the Kolsch style, is available <strong>in</strong><br />
6-packs, 12-packs, <strong>and</strong> on draft.<br />
Soak up the summer with Harpoon!<br />
Blue Moon Honeymoon Summer Ale<br />
This br<strong>and</strong> is on fire! Blue Moon Honeymoon Summer<br />
Ale is a light, refresh<strong>in</strong>g classic summer ale made even<br />
better with the addition of real Colorado clover honey.<br />
The Blue Moon twist is orange zest, which adds a slight<br />
spice to the f<strong>in</strong>ish. The perfect blend of pale malts <strong>and</strong><br />
white wheat makes this a complex beer that is extremely<br />
approachable. Blue Moon Honeymoon was awarded the<br />
gold medal <strong>in</strong> the Specialty Honey Lager or Ale category<br />
at the 2006 <strong>and</strong> 2007 Great American Beer Festival!<br />
Weyerbacher<br />
Blanche<br />
Clean, refresh<strong>in</strong>g <strong>and</strong><br />
perhaps just a bit tart,<br />
Weyerbacher Blanche<br />
was developed by their<br />
brewers after a trip to<br />
Belgium dur<strong>in</strong>g the<br />
w<strong>in</strong>ter of 2000.<br />
Blanche, mean<strong>in</strong>g<br />
“white”, takes its name<br />
from the whitish haze <strong>in</strong><br />
this pale gold Belgian-style brew, which is a<br />
result of the raw wheat <strong>and</strong> wheat malts used to brew it.<br />
Light, cloudy <strong>and</strong> smooth, Weyerbacher Blanche br<strong>in</strong>gs<br />
you authentic Belgian-style flavor along with microbrewed<br />
quality <strong>and</strong> freshness. In the nose you’ll notice<br />
spic<strong>in</strong>ess from the cori<strong>and</strong>er seeds <strong>and</strong> dried curacao<br />
orange peels added dur<strong>in</strong>g the boil. In the mouth you’ll<br />
f<strong>in</strong>d a mild <strong>and</strong> refresh<strong>in</strong>g ale with a h<strong>in</strong>t of dryness<br />
from the wheat <strong>in</strong>gredients. A clean f<strong>in</strong>ish follows with<br />
just a h<strong>in</strong>t of tart spic<strong>in</strong>ess. Just try a bottle — trust us!<br />
Weyerbacher Muse<br />
This Farmhouse<br />
Ale is brewed<br />
“somewhat” <strong>in</strong> the<br />
tradition of the<br />
style, but it has<br />
Weyerbacher f<strong>in</strong>gerpr<strong>in</strong>ts<br />
all over<br />
it! Made with Pale<br />
malt, a little carapils,<br />
raw wheat <strong>and</strong><br />
raw oats, this warm<br />
weather seasonal is dry <strong>and</strong> ever so slightly tart on the<br />
pallet from the wheat <strong>and</strong> oats. At 6.2% ABV, it’s a bit<br />
higher than your strictly traditional farmhouse, but not<br />
out of the realm, really. The wheat <strong>and</strong> oats make the<br />
mouthfeel silky <strong>and</strong> light at the same time. They also<br />
br<strong>in</strong>g some cloud<strong>in</strong>ess to the brew, but don’t be afraid!<br />
Hopped with Styrian Gold<strong>in</strong>gs <strong>and</strong> f<strong>in</strong>ished with Saaz,<br />
this beer has a noticable hoppy dryness which makes it a<br />
f<strong>in</strong>e thirst quencher, someth<strong>in</strong>g the orig<strong>in</strong>al Farmhouse<br />
Ales were <strong>in</strong>tended to be, served to workers out <strong>in</strong> the<br />
fields on hot summer days as a restorative.<br />
Fermented with Forbidden Fruit yeast, at a very high<br />
temperature (78°F), the spic<strong>in</strong>ess developed is entirely<br />
from this traditional yeast stra<strong>in</strong>, not from any kettle<br />
additions. Unfiltered, to enjoy this natural beauty,<br />
imag<strong>in</strong>e yourself out <strong>in</strong> the flat fields of Belgium! Cheers!<br />
12 <strong>Origlio</strong> <strong>Beverage</strong> • www.origlio.com HeadyTimes v.48
The Beers of Mexico<br />
Just <strong>in</strong> time for C<strong>in</strong>co de Mayo, <strong>He<strong>in</strong>eken</strong> USA br<strong>in</strong>gs<br />
back the very popular “Beers of Mexico” Fiesta Pack,<br />
perfect for any occasion! This variety pack <strong>in</strong>cludes an<br />
excellent selection of Mexican beers featur<strong>in</strong>g Dos Equis<br />
Special Lager, Dos Equis Amber,<br />
Tecate <strong>and</strong> Sol. The<br />
festive, brightly<br />
colored packag<strong>in</strong>g<br />
is sure to<br />
catch the consumers’<br />
eye <strong>and</strong><br />
the selection of<br />
beers is sure to<br />
please everyone!<br />
Hurry <strong>and</strong> order<br />
these mix packs; summer<br />
will be here before you<br />
know it <strong>and</strong> they are only available<br />
while supplies last!<br />
Ay<strong>in</strong>ger Bräu-Weisse<br />
This delicious, lemon-scented<br />
wheat beer is an aristocratic<br />
beer with a champagne<br />
sparkle <strong>and</strong> a beautifully<br />
susta<strong>in</strong>ed head. Ay<strong>in</strong>ger<br />
Bräu-Weiss has been a top<br />
rated hefeweizen at the<br />
World Beer Championships<br />
seven years <strong>in</strong> a row! Pale <strong>in</strong><br />
color, tart <strong>in</strong> palate this brut<br />
beer tastes great with pretzels,<br />
Weiss-wurst <strong>and</strong><br />
Sunday brunch. Many enjoy<br />
this brew with a slice of<br />
lemon on a warm spr<strong>in</strong>g<br />
day, although it is available<br />
year round.<br />
Samuel Adams Summer Styles<br />
This “Beers of Summer” mix pack is available <strong>in</strong> May <strong>and</strong><br />
<strong>in</strong>cludes two bottles of Sam Summer Ale, Cherry Wheat,<br />
Boston Lager, Hefeweizen, Pale Ale <strong>and</strong> Boston Ale. A perfect<br />
mix for those warm days ahead!<br />
HeadyTimes v.48 <strong>Origlio</strong> <strong>Beverage</strong> • www.origlio.com 13
PA Legislature Addresses Keg & Scrap Metal Theft<br />
The Pennsylvania House of<br />
Representatives passed a<br />
scrap metal theft bill sponsored<br />
by Representative<br />
Eddie Pash<strong>in</strong>ski, D-<br />
Luzerne County by a<br />
vote of 141-47. The bill,<br />
H.B.-1742 develops a<br />
registry for scrap metal<br />
sellers <strong>and</strong> also penalizes<br />
people who remove scrap<br />
metal from residential <strong>and</strong><br />
construction sites. It also <strong>in</strong>cludes<br />
a provision that punishes people<br />
who sell rented beer<br />
kegs to scrap processors<br />
or recycl<strong>in</strong>g facilities.<br />
“Theft of scrap metal<br />
has reached epidemic<br />
proportions over the<br />
past year,” Pash<strong>in</strong>ski<br />
said. “There have been<br />
House members who<br />
have stopped me <strong>in</strong> the<br />
halls <strong>and</strong> told me of the<br />
theft go<strong>in</strong>g on <strong>in</strong> their districts.”<br />
Any scrap processor or recycl<strong>in</strong>g facility<br />
when purchas<strong>in</strong>g certa<strong>in</strong> scrap<br />
material exceed<strong>in</strong>g $100 must create a<br />
permanent registry track<strong>in</strong>g the transactions.<br />
Certa<strong>in</strong> materials, e.g. new<br />
materials from construction <strong>and</strong> beer<br />
kegs, can only be purchased from a<br />
commercial enterprise <strong>in</strong> conjunction<br />
with a letter from or contract with<br />
said enterprise.<br />
H.B.-1742 has been sent to the Senate<br />
Environmental Resources <strong>and</strong> Energy<br />
Committee.<br />
Retail Edge:<br />
What’s <strong>Your</strong> Br<strong>and</strong> Some Tough Love from a Guy Who “Wrote the Book”<br />
Any successful bus<strong>in</strong>ess is consumercentric.<br />
And consumer-centric br<strong>and</strong>s<br />
thrive because they provide consumers<br />
with mean<strong>in</strong>gful associations<br />
<strong>and</strong> experiences. So what is your<br />
br<strong>and</strong> That question is very different<br />
from “what br<strong>and</strong>s do you sell”<br />
Whether you realize it or not, your<br />
establishment is YOUR br<strong>and</strong>. It is<br />
easy to get caught up <strong>in</strong> the day-today<br />
details of runn<strong>in</strong>g a bus<strong>in</strong>ess.<br />
When that happens, thoughts about<br />
br<strong>and</strong><strong>in</strong>g could fall by the wayside.<br />
Without a def<strong>in</strong>ed customer experience<br />
concept to execute aga<strong>in</strong>st, the<br />
best product selection or menu offer<strong>in</strong>gs<br />
won’t <strong>in</strong>spire customers to spend<br />
their hard earned dollars with you.<br />
“In my experience lots of beer distributors<br />
act as if they are discount<br />
clubs hop<strong>in</strong>g that stacks of cases with<br />
price cards will <strong>in</strong>spire the customer<br />
to load up on commodities.<br />
Commodities are th<strong>in</strong>gs that you can<br />
buy anywhere,” comments Prof. P.<br />
Greg Bonner the Chair for Market<strong>in</strong>g<br />
<strong>and</strong> Bus<strong>in</strong>ess Law at Villanova<br />
University. “Sell<strong>in</strong>g by the case is a<br />
tough bus<strong>in</strong>ess, but that doesn’t mean<br />
that stores can’t differentiate themselves.<br />
Even if the store is not located<br />
<strong>in</strong> the high rent district, there are<br />
ways to make customers associate a<br />
store with a great shopp<strong>in</strong>g experi-<br />
ence <strong>and</strong> I am not talk<strong>in</strong>g about loss<br />
leaders. The same is true for <strong>in</strong>dependent<br />
restaurants. Any successful<br />
bus<strong>in</strong>ess needs to keep the customer’s<br />
experience top of m<strong>in</strong>d.” Bonner’s<br />
areas of expertise <strong>in</strong>clude br<strong>and</strong><strong>in</strong>g,<br />
market<strong>in</strong>g, consumer behavior, pric<strong>in</strong>g<br />
<strong>and</strong> competition <strong>in</strong> the<br />
Philadelphia region. He is a selfdescribed<br />
beer lover who values the<br />
vast selection of beers sold <strong>in</strong><br />
Pennsylvania. As you can tell, he is<br />
passionate about br<strong>and</strong><strong>in</strong>g <strong>and</strong> store<br />
differentiation. Here are some of his<br />
suggestions:<br />
■ Be proactive. Create a buzz by<br />
host<strong>in</strong>g small events<br />
■ Get to know the local food media<br />
<strong>and</strong> ‘<strong>in</strong>spire’ them to write an article<br />
about you<br />
■ Get <strong>in</strong>volved with philanthropic<br />
organizations<br />
■ Solicit the op<strong>in</strong>ions of customers<br />
<strong>and</strong> circulate them to create a<br />
store ‘community’<br />
■ Check out local quality reviews on<br />
the web <strong>and</strong> make sure yours is<br />
good<br />
■ Offer to speak to groups about<br />
beer culture. Put beer on their<br />
agenda!<br />
Greg Bonner, Chair for<br />
Market<strong>in</strong>g <strong>and</strong> Bus<strong>in</strong>ess Law,<br />
Villanova University.<br />
14 <strong>Origlio</strong> <strong>Beverage</strong> • www.origlio.com HeadyTimes v.48
y Lew<br />
Bryson<br />
American craft<br />
brewers make<br />
a lot of different<br />
beers. They’ll try<br />
almost anyth<strong>in</strong>g, it seems.<br />
But there’s a country where<br />
the brewers have been do<strong>in</strong>g<br />
that for centuries, a country where<br />
the weird <strong>and</strong> wonderful beers of yesteryear<br />
never died out, a country<br />
where brewers don’t say “my beer is<br />
<strong>in</strong> such-<strong>and</strong>-such a style,” they say<br />
“this is MY beer, it’s good, dr<strong>in</strong>k it!”<br />
It’s Belgium, the “Malt Disneyl<strong>and</strong>”<br />
of Europe, <strong>and</strong> there are some very<br />
good reasons why you should learn<br />
more about Belgian beers, <strong>and</strong> about<br />
the beers from American brewers<br />
who have captured that spirit.<br />
The first reason is easy: your<br />
customers already love them.<br />
Philadelphia is the country’s biggest<br />
market for Belgian beers. Other cities<br />
are just discover<strong>in</strong>g them. Next reason:<br />
Belgians look at beer as w<strong>in</strong>e to<br />
go with their meal. These beers pair<br />
magically with food, <strong>and</strong> the big-bottle<br />
format of many of them re<strong>in</strong>forces<br />
that.<br />
F<strong>in</strong>ally, a great reason: every bottle is<br />
an up-sell. You’re happy with a better<br />
bottom l<strong>in</strong>e, your customers are<br />
happy with a great beer for less than<br />
a bottle of so-so w<strong>in</strong>e.<br />
Start with two classics: Chimay Red<br />
<strong>and</strong> Duvel. Chimay Red was the beer<br />
that old pros, like me, cut our beer<br />
appreciation teeth on <strong>in</strong> the 1980s: a<br />
big bottle with a cork, dark <strong>and</strong> rich,<br />
powerful <strong>and</strong> chocolatey. This was a<br />
beer that turned peoples’ heads.<br />
When we found out it was brewed by<br />
monks...we were hooked.<br />
The Beer Guy: Get the Belgian Beat<br />
Duvel, from the Moortgat Brewery,<br />
was another completely different beer<br />
experience. Duvel looked like a regular<br />
American beer, only more so: it<br />
was a beautiful gold color, <strong>and</strong> had a<br />
huge white head that would billow<br />
right out of the glass if you weren’t<br />
careful. But the taste was amaz<strong>in</strong>g:<br />
spicy, sweet <strong>and</strong> bitter at the same<br />
time, <strong>and</strong> deceptively easy to dr<strong>in</strong>k at<br />
8.5%. We soon learned why it was<br />
named “Devil”!<br />
These two beers probably <strong>in</strong>troduced<br />
more Americans to Belgian beers<br />
than any others, <strong>and</strong> helped develop<br />
a host of American brewers who<br />
wanted noth<strong>in</strong>g more than to brew<br />
beers with that same k<strong>in</strong>d of pizzazz<br />
<strong>and</strong> exuberance. Locally, Sly Fox is<br />
brew<strong>in</strong>g up Belgian types like Saison<br />
Vos, a crisp, spicy beer that can’t wait<br />
to meet some cheese or steamed mussels.<br />
Legacy br<strong>in</strong>gs their Midnight<br />
Wit, a creamy, lively witbier (“white<br />
beer,” a wheat beer made with spices<br />
<strong>and</strong> orange peel) that’s one of the<br />
f<strong>in</strong>est refreshers around.<br />
Speak<strong>in</strong>g of witbiers, you might want<br />
to try Allagash White from Ma<strong>in</strong>e, a<br />
beer considered to be the equal of the<br />
Belgians’ own witbiers.<br />
Allagash brews with a Belgian disregard<br />
for rules, mak<strong>in</strong>g beers the way<br />
they want, the beers they like. They<br />
are quietly brew<strong>in</strong>g some of the most<br />
adventurous beers <strong>in</strong> America. Port<br />
Brew<strong>in</strong>g, on the other side of the<br />
country <strong>in</strong> California, is also brew<strong>in</strong>g<br />
some very adventurous beers <strong>in</strong> a<br />
Belgian ve<strong>in</strong>. Brewer Tomme Arthur<br />
is a celebrity <strong>in</strong> brew<strong>in</strong>g circles, <strong>and</strong><br />
his Lost Abbey beers represent a<br />
fusion of Belgian tradition <strong>and</strong><br />
American <strong>in</strong>novation.<br />
If you’re mov<strong>in</strong>g <strong>in</strong> the craft beer<br />
direction – or are already there – you<br />
can’t miss the Belgian beat. You see it<br />
<strong>in</strong> the new wave of sour beers – <strong>in</strong>tentionally<br />
sour! – <strong>in</strong> the “double, triple,<br />
quadruple” big beer styles, you can<br />
even see it <strong>in</strong> Blue Moon Belgian<br />
White. A lot of Belgian-type beers are<br />
very approachable for people who are<br />
look<strong>in</strong>g for an <strong>in</strong>terest<strong>in</strong>g trade-up<br />
from their everyday beer, but just don’t<br />
care for a super-bitter IPA. You may<br />
even get the people who tell you, “I<br />
don’t really like beer.” Try them on a<br />
Saison Vos or a big bottle of Duvel,<br />
<strong>and</strong> listen as they change their tune,<br />
<strong>and</strong> start groov<strong>in</strong>g on the Belgian beat.<br />
“Every bottle is an up-sell.<br />
You’re happy with a better<br />
bottom l<strong>in</strong>e, your customers<br />
are happy with a<br />
great beer for less than a<br />
bottle of so-so w<strong>in</strong>e.”<br />
HeadyTimes v.48 <strong>Origlio</strong> <strong>Beverage</strong> • www.origlio.com 15
Save the Date!<br />
On Sunday, April 6, 2008<br />
from 1pm - 5pm, <strong>Origlio</strong><br />
<strong>Beverage</strong> is host<strong>in</strong>g our<br />
first ever beer festival <strong>and</strong><br />
you along with two guests<br />
are <strong>in</strong>vited! D<strong>in</strong>e on<br />
<strong>in</strong>ternational cuis<strong>in</strong>e, listen<br />
to live music <strong>and</strong><br />
taste the beers crafted by<br />
more than 50 brewers<br />
near <strong>and</strong> far. You must<br />
be 21 or older to attend<br />
<strong>and</strong> we are strongly<br />
encourag<strong>in</strong>g<br />
designated drivers<br />
who will be eligible<br />
for some fantastic<br />
prizes! Please RSVP to this<br />
special event by March 21, 2008 to<br />
<strong>in</strong>vitations@origlio.com.<br />
We hope to see you there!<br />
It’s Alive!<br />
In March, <strong>Origlio</strong> <strong>Beverage</strong> is go<strong>in</strong>g<br />
live with its new onl<strong>in</strong>e order entry<br />
program. This simpler, more <strong>in</strong>tuitive<br />
program is available at www.origlio.com.<br />
There is no need to contact <strong>Origlio</strong> to<br />
register. All you need to do is log on to<br />
our website <strong>and</strong> click on “Order”.<br />
Enter your PLCB ID number <strong>and</strong><br />
<strong>Origlio</strong> account number, then place<br />
your order. It’s easy … it’s fast … <strong>and</strong><br />
it’s at your f<strong>in</strong>gertips.<br />
cont<strong>in</strong>ued from front page<br />
Dan Tearno, Vice President of<br />
Corporate Relations for <strong>He<strong>in</strong>eken</strong><br />
USA has been craft<strong>in</strong>g his company’s<br />
responsibility programs for over 12<br />
years. By partner<strong>in</strong>g with lead<strong>in</strong>g hospitals,<br />
e.g. New York Columbia<br />
Presbyterian Hospital <strong>and</strong> other <strong>in</strong>stitutions<br />
advocat<strong>in</strong>g for responsible consumption,<br />
<strong>He<strong>in</strong>eken</strong> has reached<br />
thous<strong>and</strong>s of Parent-Teacher organiza-<br />
tions with tools <strong>and</strong> resources address<strong>in</strong>g<br />
underage dr<strong>in</strong>k<strong>in</strong>g. “This <strong>in</strong>formation<br />
is vital, but we have gone beyond<br />
the distribution of literature. In the<br />
early 1980s we were the first company<br />
to develop programs for designated<br />
drivers <strong>and</strong> safe rides home.”<br />
Designated drivers are heroes <strong>and</strong> it<br />
doesn’t take much to <strong>in</strong>spire people to<br />
make small sacrifices for friends <strong>and</strong><br />
family. Besides there is a considerable<br />
amount of research that shows people<br />
like to patronize companies that are<br />
good corporate citizens <strong>and</strong> designated<br />
driver programs are one way to<br />
demonstrate your commitment to the<br />
community. As we approach St.<br />
Patrick’s Day, do the right th<strong>in</strong>g. Get<br />
beh<strong>in</strong>d designated drivers <strong>and</strong> make a<br />
difference to your customers <strong>and</strong><br />
your community.<br />
3000 Meet<strong>in</strong>g House Road<br />
Philadelphia, PA 19154<br />
Presorted<br />
First Class<br />
U.S. Postage<br />
PAID<br />
Bensalem, PA<br />
Permit No. 118