Coors and Heineken — Your Partners in ... - Origlio Beverage

SPRING 2008 | VOLUME #48
Coors and Heineken — Your Partners in Responsibility
If you are in the business of selling alcohol,
responsibility is a word that should always
be on your mind. Demonstrating to your
customers, community and public
officials that you are a responsible
purveyor of beer, wine
and spirits is not only the
right thing to do for society,
it earns you the right to
participate in policy discussions
that have an
impact on laws governing
consumption. While we
should all be grateful to organizations such as Madd and Sadd for
raising our collective awareness about the perils and tragedies
caused by drunk driving, there will always be citizens
who vilify demon alcohol while pushing their
zero tolerance agenda. But there is another side
of the story and it is important to take action to
demonstrate that our industry is serious about the
responsible, moderate consumption of alcohol.
You may have talked the talk, but have you walked
the walk
The Coors Brewing Company and Heineken USA
have been at the forefront of the responsibility message.
Both companies have committed substantial
amounts of money and resources to educate the public
about moderate consumption and the health benefits
of beer while not ignoring the problems associated
with underage drinking and substance abuse. “We had
a comprehensive responsibility program at the Super
Bowl and made more people aware of the importance
of designated drivers signing up 700 before kickoff,”
said Ed Van Den Ameele a Coors Responsibility Field
Manager. “Even at Coors promotions across the country
leading up to the game, our ‘Hero Campaign for
Designated Drivers’ recognized and rewarded individuals
for their actions.” continued on page 16
The Official Publication of Origlio Beverage
In This Issue
CERTIFICATION
Because we care about
our community
Origlio Beverage offers an
educational opportunity to our
valued customers that details
information necessary for the
proper service of alcohol. For a
nominal fee, (cost of materials
only), our TIPS certified trainers
will travel to your establishment
and conduct a class for your
employees.
The TIPS program or “Training for Intervention
ProcedureS,” promotes the proper use of alcohol
and heightens alcohol awareness. This
program covers the issues that concern
servers including age verification, liability and
excessive consumption. Upon completion of
the seminar, a certification test is administered
and those who pass will be TIPS certified for
three years. A properly trained staff may lessen
the likelihood that you will be cited for LCB violations
or be sued. Please call 215.698.1158
ext. 239 for TIPS seminar information.
Letter to the Trade ...........................2
JD McGillicuddy’s ............................3
Krewstown Beverage ......................4
Programs..........................................5
New Products...................................9
The Retail Edge..............................14
What’s Your Brand
The Beer Guy by Lew Bryson........15
Get The Belgian Beat

According to a
Stanford study
on the price
of wine:
“Price matters
on a deeper
level than
anyone
guessed”
Beer is finally getting the attention it
deserves. It doesn’t matter if it is a
craft, domestic or import, beer is
talked about on TV and written about
in nearly every magazine and newspaper.
I have heard a few commentators
say that beer is where wine was
in the 1970s when consumers began
to discover wine’s heritage and diversity.
Naturally, anytime I see something
about wine, I take note since it
may be helpful in selling beer.
According this latest wine study, the
old adage that you get what you pay
for really is true when it comes to the
enjoyment of better wines. According
to researchers at the Stanford
Graduate School of Business and the
California Institute of Technology, if a
person is told he is tasting two different
wines—and that one costs $5 and
the other $45 when they are, in fact,
the same wine—the part of the brain
that experiences pleasure becomes
more active on an MRI brain scan
when the drinker thinks he is enjoying
the more expensive vintage.
People in retail have suspected all
along that price and brand influence
the customer’s perception of quality,
but this study demonstrated that price
affected the actual pleasure that the
brain experiences when the wine consumed
was thought to be more
expensive.
But what about the thrill people experience
when they buy something on
sale The researchers found that consumers
do get an emotional boost. “It
was such a deal!” But there is a downside
when the product is actually
used. Somehow, the sale item just
doesn’t feel as effective. In this second
study the researchers gave a group of
students a can of Red Bull before asking
them to solve some puzzles. Half
of the participants were told that the
Red Bull was bought on sale. The kids
who thought that their drinks were
the sale items solved fewer puzzles
than the group that consumed the
“full price” Red Bull. Once again,
price had an impact on the outcome
of the experiment. Money really does
talk.
So what does this have to do with
beer Price matters on an even deeper
level than anyone guessed. It signals
quality. Even the perceived effectiveness
of a well-respected product
like Red Bull suffered if it was
thought to have been bought on sale.
The researchers documented that
price is not just about inferences of
quality, it can actually affect real
quality in the mind of the consumer.
That is really something to think
about when tinkering with price.
Sincerely,
Dominic Origlio
2 Origlio Beverage • www.origlio.com HeadyTimes v.48

On-premise Spotlight:
JD McGillicuddy’s
Whether it be the warm and
inviting atmosphere, the camaraderie
between the guys who
run the show or the genuine
warm feeling you get when
you enter the bar, JD
McGillicuddy’s is like a little
piece of home.
Tom Thornton Sr., patriarch of the
family, opened the Goal Post (now
Frankie’s Café in Havertown) 32 years
ago and the beer business has been in
the Thornton family ever since. Tom
Sr. introduced his son to the business
when he was a young boy and in
1994 he and his father opened the
doors of the first JD McGillicuddy’s in
Ardmore, PA. Not only is Tom Sr. a
beer man, he also has a great sense of
humor. When asked how JD
McGillicuddy’s got its name, Tom Jr.
laughed and explained that one day
his father was golfing with a close
family friend, Jack D. McDonald, and
as they conversed about Mr.
Thornton’s bar, Jack turned to him
and asked, “when are you gonna
name a bar after me”
Now, fourteen years later there are
three more JD McGillicuddy’s locations
in Manayunk, Kirklyn and
JD McGillicuddy’s, located in Ardmore,
Manayunk, Kirklyn and Tinicum
Back row, left to right: Matt Thornton, Tom Thornton
Front row, left to right: Keith Petka, John Stauffer,
Kyle Thornton, Eric Eberz, Chris Thornton,
Danny Quinn
Tinicum with a new location
in the works, somewhere
in the Philadelphia area. These
thriving bars are the perfect
place to unwind after a tough
work week or enjoy a meal with the
family. Known for their classic cuisine,
friendly service and inviting
atmosphere, JD McGillicuddy’s is sure
to treat you like family.
Tom Thornton Jr. oversees the operation
of each JD McGillicuddy’s location,
but he has a lot of help thanks
to an extremely close knit family.
From brothers, to cousins, to in-laws,
the bars are all run by members and
close friends of the Thornton family.
“Each of us has our own part in the
business because we are all good at
different things,” says Tom.
Family is of the utmost importance to
the Thorton clan and they attribute
the success of the business to just
that. “You can count on each other
no matter what. If someone is sick,
one of us will always pick up the slack
without hesitation. The corporate
world is very selfish. We never have to
worry about that here. We are all here
to look out for each other and the
business.”
Thornton expressed how the deep
sense of family extends to staff. “We
don’t need server incentives here, our
staff wants to be here; there is very
low turnover. They really do stick
around; no one ever wants to leave!”
As for the customers, they know many
of them by name and often engage in
conversations. It is very important to
the JD McGillicuddy’s team that their
customers feel welcome. “Our customers
really are an extension of our
family-some of them even end up at
our family parties!”
Not only are the Thornton’s great
businessmen, they also give back to
the community. JD McGillicuddy’s
sponsors several youth sports teams
and some of the guys even do some
coaching! “We love sports, as you can
see,” Tom says as he points to the
walls of the bar that are adorned with
sports paraphernalia from floor to
ceiling. “We bought all this stuff ourselves.
It’s all personal touches. We
want it to look like home, well, at
least what we would want our homes
to look like if we were bachelors!”
In a world that has become so corporate
and uninviting, JD
McGillicuddy’s is definitely a place
that brings back the family-feel we all
yearn for.
HeadyTimes v.48 Origlio Beverage • www.origlio.com 3

Off-premise Spotlight:
Krewstown Beverage
Local business people make enormous
and positive contributions to our communities.
Their businesses create good
jobs, opportunities and stability which
in turn improve our neighborhoods,
schools, and the quality of life in our
towns. More importantly, they are
emotionally invested and care about
our communities and prove so by providing
services and voluntary efforts
that can’t be replaced by any amount
of government assistance. In many
ways, they are the backbone to our
towns. By supporting local businesses
we help keep financial resources in the
area instead of distant corporate headquarters.
Mike Patel, owner of Krewstown
Beverage, is one of these local business
people who understands the importance
of community support. Over the
past two years since Mike has been in
business, he has established himself as
part of the neighborhood in Northeast
Philadelphia through the support of
local schools and benefits. He has
showed his appreciation to the community
by donating money to local
high school teams as well as sponsoring
a basketball team. Also, Mike has
donated beer to neighborhood
fundraisers, such as beef-n-beers, in
support of the city’s police officers.
Krewstown Beverage is just as involved
with its customers inside the store as it
is outside. Mike has prided himself on
making his store a place where people
feel welcome and appreciated. Top on
the list of his priorities is the appearance
of his store. From merchandising
to cleanliness, Mike likes to provide his
customers with the most enjoyable
purchasing experience possible. He
credits a major part of the business’
Mike Patel, owner of Krewstown Beverage.
success to customer loyalty. “Over the
years my customers have been very
loyal. I like to keep things personal
and make a point to learn everyone’s
name.” Although Patel has gotten to
know most of his customers’ purchases
with no exchange of words necessary,
he likes to keep a wide variety on
hand to give them more options.
In order to keep up with the vast
selection of brews that are available in
the market, Mike finds himself
researching new products that might
be of interest to his customers. After
sampling and reading up on these
products, he finds it beneficial to pass
this knowledge on to his employees. In
turn, his employees are able to make
suggestions to customers and guide
Krestown Beverage, Northeast Philadelphia
them to an additional purchase.
Keeping up with current trends and
brands has proven beneficial for
Krewstown Beverage, who now serves
quite a selection of craft brews.
Although domestic brands account for
most of the sales, Mike has been able
to spread the word about craft beers to
his customers, who have been very
open to trying new brands.
“Over the years my
customers have been very
loyal. I like to keep things
personal and make a
point to learn everyone’s
name.” —MIKE PATEL
Shoppable and orderly, Krewstown Beverage
provides a pleasant retail experience.
4 Origlio Beverage • www.origlio.com HeadyTimes v.48

Gluten-Free Beer
The special needs of beer-lovers with
Celiac Disease (gluten intolerance, an
allergic reaction to wheat) are finally
gaining the attention of brewers
throughout the world. Gluten disrupts
the ability of the small intestine to
function properly, robbing the body of
nutrients. This disease is significantly
under-diagnosed and may affect up to
1% of people in the US alone.
Unfortunately for those with the disease,
beer was out of the question!
Brewers have researched the chemical
and physical properties of Celiac
Disease and have formulated products
with 100% gluten-free ingredients and
processes that ensure purity of product.
They point out that some filtering
processes used by brewing companies
render gluten undetectable in “lowgluten”
beer; however, unless a beer is
totally gluten-free, there is no assurance
that it is safe for Celiacs.
Offer your customers delicious 100%
gluten free options!
Green’s Gluten-Free Beer
■ Green’s Discovery Gluten- Free
Amber Ale
■ Green’s Endeavor Gluten-Free
Dubbel
■ Green’s Quest Gluten-Free
Tripel Ale
Woodchuck Draft Ciders
■ Woodchuck Amber Draft Cider
■ Woodchuck Dark & Dry 802 Draft
Cider
■ Woodchuck Granny Smith Draft
Cider
■ Woodchuck Pear Draft Cider
■ Woodchuck Raspberry Draft Cider
HeadyTimes v.48 Origlio Beverage • www.origlio.com 5

Oskar Blues:
Buzz Worthy Craft Beer
Oskar Blues, the Colorado brewer of
zesty, hoppy Dale’s Pale Ale, started
canning its beers in 2002, two cans at
a time on a table-top machine. Now,
six years later, they have experienced
their fifth straight year of significant
growth! In 2007, the brewery grew
51%, making the company a growth
leader among the nation’s
craft brewers. Oskar
Blues is expanding and
opening a new facility
in Longmont, Colorado.
Production should
begin in March of this
year.
James Boag’s Premium Lager Achieves an Australian Brewing First
In June 2007, James Boag’s Premium
Lager was awarded the Crystal
Prestige award at the Monde
Selection in Brussels. One of the most
renowned beer awards, the Crystal
Prestige award recognizes brands that
have won gold medals during 10 consecutive
years at the Monde Selection.
Gold medals are awarded only to
those beers that meet the highest
quality standards. Boag’s was also recognized
in Tasting Panel’s October
2007 edition as one of the best
Australian exports. Director of Sales
and Marketing, Lyndon Adams says,
“These awards are a testament to the
Boag’s brewers who strive every day
to make the world’s best beers.”
6 Origlio Beverage • www.origlio.com HeadyTimes v.48

Heineken’s Hot New
Innovation
This Father’s Day, deliver a flawless
at home draught experience with
Heinken’s BeerTender. Designed
exclusively for Heineken
DraughtKegs, the US launch of
BeerTender by Krups builds on the
success of the Heineken and
Heineken Premium Light
DraughtKegs. The BeerTender is
designed to pour the perfect
draught beer just like a pro. There is
simply nothing better than a freshly
poured, cold glass of premium
draught beer. Just in
time for Father’s Day
gift giving, the fresh
draught experience
can be enjoyed at
home with a
Heineken DraughtKeg
and the BeerTender
by Krups!
Carlsberg: Part of the Game!
Keystone Light: Race
Dirty, Finish Smooth
American interest in World Cup
Soccer is real and growing fast! Fueled
by David
Beckham’s
arrival to the
LA Galaxy, soccer’s
popularity
is about to
reach a new
high in June
when the EURO airs on national television.
Carlsberg is the main sponsor
of EURO 2008, the third largest
sporting event in the world after the
Olympics and the Soccer World Cup.
Many soccer fanatics consider this
event to be more exciting than the
World Cup because the European
teams are generally at a more competitive
level. The finals will be played in
Austria and Switzerland from June
7th through June
29th. Broadcast
on ESPN,
Carlsberg signage
will be everywhere!
Carlsberg
is also making
sure that bars
host viewing parties during the
EURO where consumers can win free
Euro ’08 jerseys!
Whether Germany gets their fourth
win or Italy finally get their hands
on the trophy they haven’t held
since 1968, one thing is for sure:
the victory will be celebrated with
plenty of crisp cold Carlsberg!
Keystone Light is continuing
their successful racing program
this year, focusing on consumer
interest in racing and their
weekend attitude that draws
them to the tracks. Research has
shown that “cruisers” love local
racing and driving. They love
their cars, stock-car racing, dirttrack
racing , four wheeling, offroading
and everything
associated with it. Keep
the momentum going
with Keystone Light, the
only value priced brand
to date that has shown
growth for ten consecutive
months! Keystone Light is
always smooth even
when you’re not.
When you’re the official beers of Cinco de Mayo, you celebrate in a
big, big way! Summer is on its way and so is everyone’s favorite
holiday to kick off the summer selling season…Cinco de Mayo! The
beginning of summer always starts with the Mexican brands from
Crown Imports; Corona, Corona Light and Modelo Especial.
The Grande Cinco Celebration will explode onto the scene with an
outpouring of increased sales and profits from Corona, Corona Light, Negra
Modelo and Pacifico. These imports don’t take themselves too seriously or try
too hard to impress yet they remain the #1 selling imported beer family in
the U.S! Corona and Corona Light know how to get summer started!
HeadyTimes v.48 Origlio Beverage • www.origlio.com 7

Celebrate Cherry Blossom Season with Sapporo
The National Cherry Blossom Festival
annually commemorates the 1912
gift to the city of Washington of 3,000
cherry trees from Mayor Yukio
Ozaki of Tokyo to enhance
the growing friendship
between the United
States and Japan. In
a simple ceremony
on March
27, 1912, First
Lady Helen
Herron Taft and
Viscountess Chinda, wife of
the Japanese ambassador, planted
the first two of these
trees on the north bank
of the Tidal Basin in
West Potomac
Park. Over the
years thousands of trees were planted
and in 1994 the Festival was expanded
to two weeks to accommodate the
many activities that happen during
the trees blooming. Over a million
people visit Washington each year to
admire the blossoming cherry trees
and participate in the Festival that
heralds the beginning of spring in
the nation’s capital.
The Big Winner: San Miguel
The Beer Magazine voted San Miguel
Premium Lager the best Asian beer in
a blind tasting recently. The panel,
made up of beer drinkers ranging in
age from 28-42, rated each
of the seven Asian beers
they tasted in several categories
including appearance,
aroma, taste and
finish. The panel
claimed that San
Miguel “had the most
flavor and tasted better
then all the other
beers.” Congrats
San Miguel!
Coors Light and ESPN
Celebrating the Ultimate
Sports Fan
Coors Light is teaming up with ESPN
to bring you the first annual Cold
Hard Fan Awards! This high impact
program is sure to quench every fan’s
thirst for spring sports in March and
April! Consumers will compete to win
Cold Hard Fan Awards in categories
such as Most Refreshing Fan, Biggest
Tourney Time Fan, Best Trash Talker
and more. They will be able to enter
online at CoorsLight.com and at local
on-premise parties. Finalists will be
selected at the bar parties by an ESPN
personality and a Coors Light representative.
The winner is then given
the opportunity to compete in the
finals where an ESPN talent will
host the Final Cold Hard Fan
Awards Show to select the winners.
This spring, prove you’re a “Cold
Hard Fan” with Coors Light!
Coors Light National Venting Day
On April 15th 2008, Coors Light and
Coors Banquet will launch the newest
can innovation-the vented wide
mouth can-while giving consumers
the chance to vent with them. Based
on consumer insights, 70% of can
beer drinkers drink the beer directly
from the can, but 52% don’t like the
way the can pours. The vented wide
mouth can directs airflow into the can
and has a wider opening than the current
can, for a smooth, refreshing
pour. What better day is there to truly
vent than on tax day This year on
April 15th, vent with Coors Light and
Coors Banquet’s unique new cans!
8 Origlio Beverage • www.origlio.com HeadyTimes v.46

Two New Styles from Twisted Tea
Twisted Tea is bringing even more variety to
the marketplace this spring! Twisted Tea
Midnight and Green Citrus.
Twisted Tea Midnight is a
hard iced tea with a black
tea flavor designed to appeal
to people who feel that flavored
malt beverages are
too sweet. It delivers the
great taste of iced tea without
the sweet finish.
Twisted Tea Green
Citrus brings the growing
trend of green tea to
the #1 Hard Iced Tea
brand. This green tea
has a hint of citrus that
makes for an even
more refreshing experience.
Twisted Tea is
bringing refreshment to
a new level!
Twisted Tea Half & Half
24 oz Can
Coming this spring, the taste of
true iced tea in a 24 oz can!
Twisted Tea Half & Half is a hard
iced tea with lemonade flavor
made from some of the finest
teas in the world blended with a
clear malt alcohol base and natural
lemon flavor. Now, there is
even more of it to enjoy in each
serving!
Harpoon Cider – Pure and Natural
Last fall, the Harpoon Brewery, introduced a hard cider
made from a blend of locally grown, freshly pressed
apples. Without the addition of preservatives, artificial
colors, or sweeteners, Harpoon Cider is fresh, pure and
all natural.
Harpoon Cider is made from a blend of locally grown
apples including the New England favorite, McIntosh.
This blend of varieties is fermented with the brewery’s
own yeast, creating an aroma with a clean, fruity character.
With an alcohol by volume of 4.1%, this crisp cider
is balanced with the ripe apple sweetness and tartness
from the fruit’s natural acidity. The color is very light as
a result of using only freshly pressed apples.
“As a regional craft brewer, we gained an interest and
respect for cider because of its strong roots and history in
New England – not to mention that we like to drink
cider,” says Rich Doyle, Harpoon CEO and co-founder.
“We found that there weren’t many options for a locallyproduced,
great-tasting, totally natural cider, so we decided
to brew our own.” Doyle encourages drinkers to get
creative with their Cider; use it for cooking, pair dishes
with it or bring it to a party to toast a special occasion. It
is an exceptional accompaniment for pork dishes,
seafood, a variety of cheeses, and sweet desserts.
Harpoon Cider is a refreshing and distinctive addition to
every celebration.
The New Corona Extra 12-pack Cans
This convenient new package was developed in response to
terrific sales of the new blue Corona Extra 12-oz. can
launched in 2007. The package design features bold graphics
to capture the attention of Corona Extra drinkers who
want a convenient way to share with friends at the beach,
poolside or any place
bottles can’t go.
HeadyTimes v.46 Origlio Beverage • www.origlio.com 9

Dogfish Head Palo Santo Marron
Dogfish Head’s newest beer, Palo Santo Marron, is now
available in 4-packs. The first 5000 4-packs off of
the bottling line include a DVD with a 20 minute
documentary called TAKE TIME about how this
beer came about and how it is made. The film’s
length matches the recommended time it takes to
drink a snifter of this very special beer.
Dogfish Head Palo Santo Marron is an unfiltered,
unfettered, unprecedented brown ale that is aged in
handmade wooden brewing vessels. The beer is fermented
with organic sucanat sugar. The caramel and
vanilla complexity unique to this ale comes from the
exotic Paraguayan Palo Santo wood from which these
tanks were crafted. It’s all very exciting!
Three New Flavors from Mike’s
Mike’s knows the way to a consumer’s heart is through
variety and that’s what they are offering! Mike’s has
come out with three new flavors including Mike’s Hard
Pomegranate Lemonade; Mike’s signature hard lemonade
combined with juicy pomegranate and subtle notes
of berry, cherry and cranberry for a refreshing blend,
perfect for any occasion! And, two new Mike’s Hard
Cocktails that have real cocktail taste and real cocktail
profits! Mojito is Mike’s version of the traditional Cuban
cocktail with real sugar cane, mint, lime juice and fullbodied
rum flavor. Pomegranate Martini is a fantastic
fusion of Pomegranate and Acai berries that will tempt
anyone’s taste buds! Two of the hottest cocktails served
in trendy bars can now be enjoyed at home!
Captain Morgan Parrot Bay Mojito
Available now, Captain Morgan Parrot Bay Mojito
Tropical Malt Beverage. Mojitos are muscling in as
the 2nd most popular cocktail, trailing only margaritas.
Mojitos are poised to explode as broad
consumer appeal is growing and consumers
are looking for a pre-mixed solution
for a drink that is
difficult to make.
Nothing takes
you to the
islands faster
than the perfect
blend of refreshing
lime and mint and
with Parrot Bay Mojitos, you
get the perfect blend every time!
Abita Jockamo
The newest Abita brew takes its name and inspiration from the Mardi Gras Indians of
New Orleans. Looking for Indians on Mardi Gras Day is a tradition for many New
Orleans families. A cultural phenomenon familiar to residents of the Crescent City, the
Mardi Gras Indians are not well known to outsiders and Abita is proud to help share
their story with the world. Tribes of dancing, singing, chanting “Mardi Gras Indians”
have marched in New Orleans for over 250 years. Elaborate costumes of feathers,
beads and sequins mark their secret parades. Ancient Afro-Creole rituals and language
celebrate cultural traditions.
Abita Jockamo is crafted the traditional way to create a bold and flavorful India Pale
Ale that stomps and shouts. When you hear the drums, join in the song…‘Iko! Iko!
Jockamo fe na ne’.
10 Origlio Beverage • www.origlio.com HeadyTimes v.48

Allagash White- Always an Adventure
Allagash White is the brewery’s interpretation of a traditional
Belgian wheat beer. Brewed with a generous portion
of wheat and a special blend of spices, this beer is
light and slightly cloudy in appearance with a spicy
aroma. This is an excellent beer to enjoy in the spring or
anytime with a vinaigrette salad or fresh goat cheese.
Ommegang Witte
This pale, golden wheat ale is very soft and light on the
tongue with subtle hints of tart lemon, bitter orange and
spiciness of coriander. Crafted for summer session drinking,
although available all year, Ommegang Witte is a
traditional white ale with a high, white frothy head and
refreshing flavor. Try it at a picnic with light summer
foods, appetizers, salads and barbeque.
Samuel Adams Summer Ale
Bright and Citrusy – brewed with mysterious
“Grains of Paradise”
Samuel Adams Summer Ale is an American wheat ale.
This summer seasonal uses malted wheat as well as lemon
zest and grains of paradise, a rare pepper from Africa first
used as a brewing spice in the 13th Century to create a
crisp and spicy flavor and body. The ale fermentation
imparts a background tropical fruit note reminiscent of
mangos and peaches. All of these come together to create
a thirst quenching, clean finishing beer perfect for those
warm summer days.
Sierra Nevada Summerfest
This pilsner-style lager has incredible smoothness that
comes from an extra-long lagering period. Summerfest is
lighter in body than ales but just as complex in character
and quenches your thirst with big aroma and a tangy hop
bite! While Summerfest is complex enough to accompany
any gourmet meal, it is also great at barbecues, picnics, or
any time you want a smooth, refreshing beer. Assertive
enough to stand up to spicy meats and sauces, its tangy hoppiness
also goes well with the sharp, peppery bite of specialty
mixed salad greens.
HeadyTimes v.48 Origlio Beverage • www.origlio.com 11

Harpoon Heralds the
Season with Summer Beer
Enjoying a refreshing Harpoon
Summer Beer has become a favorite
pastime of many to help cool down
the hot summer days. “Our quality
malts create a soft mouthfeel with
a dry finish - true to its German
roots,” says Al Marzi, Harpoon’s
Head Brewer. “Harpoon Summer
Beer has a very clean flavor and
is very drinkable. Its crisp taste
makes it a perfect beer for summer!”
Introduced in 2000,
Harpoon Summer Beer, brewed
in the Kolsch style, is available in
6-packs, 12-packs, and on draft.
Soak up the summer with Harpoon!
Blue Moon Honeymoon Summer Ale
This brand is on fire! Blue Moon Honeymoon Summer
Ale is a light, refreshing classic summer ale made even
better with the addition of real Colorado clover honey.
The Blue Moon twist is orange zest, which adds a slight
spice to the finish. The perfect blend of pale malts and
white wheat makes this a complex beer that is extremely
approachable. Blue Moon Honeymoon was awarded the
gold medal in the Specialty Honey Lager or Ale category
at the 2006 and 2007 Great American Beer Festival!
Weyerbacher
Blanche
Clean, refreshing and
perhaps just a bit tart,
Weyerbacher Blanche
was developed by their
brewers after a trip to
Belgium during the
winter of 2000.
Blanche, meaning
“white”, takes its name
from the whitish haze in
this pale gold Belgian-style brew, which is a
result of the raw wheat and wheat malts used to brew it.
Light, cloudy and smooth, Weyerbacher Blanche brings
you authentic Belgian-style flavor along with microbrewed
quality and freshness. In the nose you’ll notice
spiciness from the coriander seeds and dried curacao
orange peels added during the boil. In the mouth you’ll
find a mild and refreshing ale with a hint of dryness
from the wheat ingredients. A clean finish follows with
just a hint of tart spiciness. Just try a bottle — trust us!
Weyerbacher Muse
This Farmhouse
Ale is brewed
“somewhat” in the
tradition of the
style, but it has
Weyerbacher fingerprints
all over
it! Made with Pale
malt, a little carapils,
raw wheat and
raw oats, this warm
weather seasonal is dry and ever so slightly tart on the
pallet from the wheat and oats. At 6.2% ABV, it’s a bit
higher than your strictly traditional farmhouse, but not
out of the realm, really. The wheat and oats make the
mouthfeel silky and light at the same time. They also
bring some cloudiness to the brew, but don’t be afraid!
Hopped with Styrian Goldings and finished with Saaz,
this beer has a noticable hoppy dryness which makes it a
fine thirst quencher, something the original Farmhouse
Ales were intended to be, served to workers out in the
fields on hot summer days as a restorative.
Fermented with Forbidden Fruit yeast, at a very high
temperature (78°F), the spiciness developed is entirely
from this traditional yeast strain, not from any kettle
additions. Unfiltered, to enjoy this natural beauty,
imagine yourself out in the flat fields of Belgium! Cheers!
12 Origlio Beverage • www.origlio.com HeadyTimes v.48

The Beers of Mexico
Just in time for Cinco de Mayo, Heineken USA brings
back the very popular “Beers of Mexico” Fiesta Pack,
perfect for any occasion! This variety pack includes an
excellent selection of Mexican beers featuring Dos Equis
Special Lager, Dos Equis Amber,
Tecate and Sol. The
festive, brightly
colored packaging
is sure to
catch the consumers’
eye and
the selection of
beers is sure to
please everyone!
Hurry and order
these mix packs; summer
will be here before you
know it and they are only available
while supplies last!
Ayinger Bräu-Weisse
This delicious, lemon-scented
wheat beer is an aristocratic
beer with a champagne
sparkle and a beautifully
sustained head. Ayinger
Bräu-Weiss has been a top
rated hefeweizen at the
World Beer Championships
seven years in a row! Pale in
color, tart in palate this brut
beer tastes great with pretzels,
Weiss-wurst and
Sunday brunch. Many enjoy
this brew with a slice of
lemon on a warm spring
day, although it is available
year round.
Samuel Adams Summer Styles
This “Beers of Summer” mix pack is available in May and
includes two bottles of Sam Summer Ale, Cherry Wheat,
Boston Lager, Hefeweizen, Pale Ale and Boston Ale. A perfect
mix for those warm days ahead!
HeadyTimes v.48 Origlio Beverage • www.origlio.com 13

PA Legislature Addresses Keg & Scrap Metal Theft
The Pennsylvania House of
Representatives passed a
scrap metal theft bill sponsored
by Representative
Eddie Pashinski, D-
Luzerne County by a
vote of 141-47. The bill,
H.B.-1742 develops a
registry for scrap metal
sellers and also penalizes
people who remove scrap
metal from residential and
construction sites. It also includes
a provision that punishes people
who sell rented beer
kegs to scrap processors
or recycling facilities.
“Theft of scrap metal
has reached epidemic
proportions over the
past year,” Pashinski
said. “There have been
House members who
have stopped me in the
halls and told me of the
theft going on in their districts.”
Any scrap processor or recycling facility
when purchasing certain scrap
material exceeding $100 must create a
permanent registry tracking the transactions.
Certain materials, e.g. new
materials from construction and beer
kegs, can only be purchased from a
commercial enterprise in conjunction
with a letter from or contract with
said enterprise.
H.B.-1742 has been sent to the Senate
Environmental Resources and Energy
Committee.
Retail Edge:
What’s Your Brand Some Tough Love from a Guy Who “Wrote the Book”
Any successful business is consumercentric.
And consumer-centric brands
thrive because they provide consumers
with meaningful associations
and experiences. So what is your
brand That question is very different
from “what brands do you sell”
Whether you realize it or not, your
establishment is YOUR brand. It is
easy to get caught up in the day-today
details of running a business.
When that happens, thoughts about
branding could fall by the wayside.
Without a defined customer experience
concept to execute against, the
best product selection or menu offerings
won’t inspire customers to spend
their hard earned dollars with you.
“In my experience lots of beer distributors
act as if they are discount
clubs hoping that stacks of cases with
price cards will inspire the customer
to load up on commodities.
Commodities are things that you can
buy anywhere,” comments Prof. P.
Greg Bonner the Chair for Marketing
and Business Law at Villanova
University. “Selling by the case is a
tough business, but that doesn’t mean
that stores can’t differentiate themselves.
Even if the store is not located
in the high rent district, there are
ways to make customers associate a
store with a great shopping experi-
ence and I am not talking about loss
leaders. The same is true for independent
restaurants. Any successful
business needs to keep the customer’s
experience top of mind.” Bonner’s
areas of expertise include branding,
marketing, consumer behavior, pricing
and competition in the
Philadelphia region. He is a selfdescribed
beer lover who values the
vast selection of beers sold in
Pennsylvania. As you can tell, he is
passionate about branding and store
differentiation. Here are some of his
suggestions:
■ Be proactive. Create a buzz by
hosting small events
■ Get to know the local food media
and ‘inspire’ them to write an article
about you
■ Get involved with philanthropic
organizations
■ Solicit the opinions of customers
and circulate them to create a
store ‘community’
■ Check out local quality reviews on
the web and make sure yours is
good
■ Offer to speak to groups about
beer culture. Put beer on their
agenda!
Greg Bonner, Chair for
Marketing and Business Law,
Villanova University.
14 Origlio Beverage • www.origlio.com HeadyTimes v.48

y Lew
Bryson
American craft
brewers make
a lot of different
beers. They’ll try
almost anything, it seems.
But there’s a country where
the brewers have been doing
that for centuries, a country where
the weird and wonderful beers of yesteryear
never died out, a country
where brewers don’t say “my beer is
in such-and-such a style,” they say
“this is MY beer, it’s good, drink it!”
It’s Belgium, the “Malt Disneyland”
of Europe, and there are some very
good reasons why you should learn
more about Belgian beers, and about
the beers from American brewers
who have captured that spirit.
The first reason is easy: your
customers already love them.
Philadelphia is the country’s biggest
market for Belgian beers. Other cities
are just discovering them. Next reason:
Belgians look at beer as wine to
go with their meal. These beers pair
magically with food, and the big-bottle
format of many of them reinforces
that.
Finally, a great reason: every bottle is
an up-sell. You’re happy with a better
bottom line, your customers are
happy with a great beer for less than
a bottle of so-so wine.
Start with two classics: Chimay Red
and Duvel. Chimay Red was the beer
that old pros, like me, cut our beer
appreciation teeth on in the 1980s: a
big bottle with a cork, dark and rich,
powerful and chocolatey. This was a
beer that turned peoples’ heads.
When we found out it was brewed by
monks...we were hooked.
The Beer Guy: Get the Belgian Beat
Duvel, from the Moortgat Brewery,
was another completely different beer
experience. Duvel looked like a regular
American beer, only more so: it
was a beautiful gold color, and had a
huge white head that would billow
right out of the glass if you weren’t
careful. But the taste was amazing:
spicy, sweet and bitter at the same
time, and deceptively easy to drink at
8.5%. We soon learned why it was
named “Devil”!
These two beers probably introduced
more Americans to Belgian beers
than any others, and helped develop
a host of American brewers who
wanted nothing more than to brew
beers with that same kind of pizzazz
and exuberance. Locally, Sly Fox is
brewing up Belgian types like Saison
Vos, a crisp, spicy beer that can’t wait
to meet some cheese or steamed mussels.
Legacy brings their Midnight
Wit, a creamy, lively witbier (“white
beer,” a wheat beer made with spices
and orange peel) that’s one of the
finest refreshers around.
Speaking of witbiers, you might want
to try Allagash White from Maine, a
beer considered to be the equal of the
Belgians’ own witbiers.
Allagash brews with a Belgian disregard
for rules, making beers the way
they want, the beers they like. They
are quietly brewing some of the most
adventurous beers in America. Port
Brewing, on the other side of the
country in California, is also brewing
some very adventurous beers in a
Belgian vein. Brewer Tomme Arthur
is a celebrity in brewing circles, and
his Lost Abbey beers represent a
fusion of Belgian tradition and
American innovation.
If you’re moving in the craft beer
direction – or are already there – you
can’t miss the Belgian beat. You see it
in the new wave of sour beers – intentionally
sour! – in the “double, triple,
quadruple” big beer styles, you can
even see it in Blue Moon Belgian
White. A lot of Belgian-type beers are
very approachable for people who are
looking for an interesting trade-up
from their everyday beer, but just don’t
care for a super-bitter IPA. You may
even get the people who tell you, “I
don’t really like beer.” Try them on a
Saison Vos or a big bottle of Duvel,
and listen as they change their tune,
and start grooving on the Belgian beat.
“Every bottle is an up-sell.
You’re happy with a better
bottom line, your customers
are happy with a
great beer for less than a
bottle of so-so wine.”
HeadyTimes v.48 Origlio Beverage • www.origlio.com 15

Save the Date!
On Sunday, April 6, 2008
from 1pm - 5pm, Origlio
Beverage is hosting our
first ever beer festival and
you along with two guests
are invited! Dine on
international cuisine, listen
to live music and
taste the beers crafted by
more than 50 brewers
near and far. You must
be 21 or older to attend
and we are strongly
encouraging
designated drivers
who will be eligible
for some fantastic
prizes! Please RSVP to this
special event by March 21, 2008 to
invitations@origlio.com.
We hope to see you there!
It’s Alive!
In March, Origlio Beverage is going
live with its new online order entry
program. This simpler, more intuitive
program is available at www.origlio.com.
There is no need to contact Origlio to
register. All you need to do is log on to
our website and click on “Order”.
Enter your PLCB ID number and
Origlio account number, then place
your order. It’s easy … it’s fast … and
it’s at your fingertips.
continued from front page
Dan Tearno, Vice President of
Corporate Relations for Heineken
USA has been crafting his company’s
responsibility programs for over 12
years. By partnering with leading hospitals,
e.g. New York Columbia
Presbyterian Hospital and other institutions
advocating for responsible consumption,
Heineken has reached
thousands of Parent-Teacher organiza-
tions with tools and resources addressing
underage drinking. “This information
is vital, but we have gone beyond
the distribution of literature. In the
early 1980s we were the first company
to develop programs for designated
drivers and safe rides home.”
Designated drivers are heroes and it
doesn’t take much to inspire people to
make small sacrifices for friends and
family. Besides there is a considerable
amount of research that shows people
like to patronize companies that are
good corporate citizens and designated
driver programs are one way to
demonstrate your commitment to the
community. As we approach St.
Patrick’s Day, do the right thing. Get
behind designated drivers and make a
difference to your customers and
your community.
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