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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 experience 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
Page 1 and 2: SPRING 2008 | VOLUME #48 Coors and
Page 3 and 4: On-premise Spotlight: JD McGillicud
Page 5 and 6: Gluten-Free Beer The special needs
Page 7 and 8: Heineken’s Hot New Innovation Thi
Page 9 and 10: Two New Styles from Twisted Tea Twi
Page 11 and 12: Allagash White- Always an Adventure
Page 13: The Beers of Mexico Just in time fo

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