The Best in Gourmet Beverages - Origlio Beverage

On-Premise Spotlight: Brittingham’s Irish Pub and RestaurantThere is no doubt about it, uponentering Brittingham’s in LafayetteHill, you know you have stumbledupon an authentic Irish pub. Owner,Mike Allan explains, “My Irishcustomers always tell me, it’s a lot likehome here.”Opened during the AmericanRevolution as a pub and inn, thebuilding that houses the cozy bardates back to 1743. Rich in history, ithas been said that General Lafayetteand his soldiers found the spot to be afavorite off-duty gathering place.Brittingham’s became an Irish pub inthe 1970s, while owned and operatedby Frank and Nancy Brittingham.“They really started something new,”says Allan. “There were very few Irishpubs around at that time.”Allan purchased the bar in 2003 fromthree retired naval aviators whobought the bar from the Brittinghamsin 1992. After spending 20 years inthe re-insurance business, Allan wasready for a change. “I needed somefun in my life. I had worked in barsand restaurants at the shore in myyounger years and I really enjoyed it.The uniqueness and history ofBrittingham’s intrigued me.”Allan wanted to maintain thetraditional look of the pub, whileadding his own unique flair. Theoriginal interior stone walls andentrance door remain the foundationof the historic building, while the twoauthentic dark wood bars wereimported from Ireland during FrankBrittingham’s ownership. The dimlylit, cozy pub area provides an invitingatmosphere that is far frompretentious. “We want people to feelcomfortable here,” says Allan. Everyinch of the walls and ceiling arecovered with an eclectic mix of beerparaphernalia, Irish keepsakes andsports memorabilia among otherpersonal adornments, some of whichare mementos of inside jokes betweenthe staff and customers. “Ourcustomers bring ussouvenirs from all overand we hang them up—Ithink it gives the pub afun, personal feel. Mycustomers are like anextended family, saysAllan. “It’s rare to seeseveral generationshanging out in the sameplace, but it happenshere.”Allan not only provides awelcoming atmosphere,but an exciting one as well. There isalways something going on to bring ina crowd. “I love to see people havingfun,” says Allan. “We have live musicThursday through Sunday nights,burger and trivia Tuesdays with drinkspecials, all you can eat crabs onWednesdays and happy hours daily.”Separated into three large, adjacentrooms, Brittingham’s includes adining room, pub area and eventspace as well as an outside deck withseating, added in 2007. This is a placethat people of all ages canenjoy. Families frequentBrittingaham’s to enjoy theextensive menu that Allanexplains as “more than just pubfood” while pub goers can enjoya pint at the bar from one oftheir eight taps or 25 bottledbeer selections. “This is a beerbar. People aren’t asking forPina Coladas here—we don’teven own a blender,” laughsBar Manager, Pete Lieber.In the third room, patrons areentertained by up and comingtalent, well known cover bandsand Irish music. Complete witha stage, bar and large sittingarea, the room doubles as anevent space. “We host lots ofevents here from birthdayparties to showers and evenweddings,” says Allan.Bar Manager, Pete Lieber (left) and Owner of Brittingham’s,Mike AllanThis Labor Day weekend,Brittingham’s will host their secondannual Irish Festival. “Last year wehad 650 people show up!” Allanexclaims. For just 10 dollars, guestsenjoy live music, Irish dancers,bagpipers, a beer garden and tons offood and fun.It may be the history that setsBrittingham’s apart from other Irishpubs, but it’s the atmosphereprovided by Allan and his staff thatkeeps people coming back.Brittingham’s Irish Pub and RestaurantGermantown Pike, Lafayette HillHeadyTimes v.60 Origlio Beverage • www.origlio.com 3

Off-Premise Spotlight:Spaz BeverageIf you talk to Bob Spaziani for tenminutes you will quickly realize thathe is a man with a long history in thebeer business. Bob is one individualwho is full of stories of the goodold days.An on-premise account once calledhim on a Saturday night becausetheir CO 2 tank was leaking. Bob tooktime out of his night and went toassess the situation. When he got tothe root of the problem he realizedthe customer merely needed a rubberwasher. First, he remedied theproblem then gave him a back-uptank to get through the weekend. Theaccount was not a current customerof his and the defective CO 2 tank didnot come from Spaz, yet he gave himthe back up tank, free of charge. Bobis an admirable example of someonewho loves the business and will dowhat it takes to keep the industrythriving.Bob has had a hand in the businesssince he was 18, working under hisfather, Robert Spaziani. Bob is a jackof all trades, working as a stock boy,driver, driver’s helper, manager andnow owner. Bob and his siblingsinherited the business from their latefather many years ago when it wasstill a wholesaler. Since then therehave been several significant changes.For one, Bob bought his siblings outto be the sole owner. Years later hesold the rights to Sam Adams andHeineken in Chester County toOriglio.The most recent change is the relocationof the store from Route 202and Matlack Street to its currentlocation on West Chester Pike. Theyopened the new location a year agoand what a beautiful building it is:two floors that are quite tidy, brightlylit and climate controlled. It even hasan elevator to safely transport thepallets of beer down to the storagebasement. As you enter the automaticStore Manager and partner, Glenn Collins (left) and Owner of Spaz Beverage, Bob Spazianisliding doors on the side of thebuilding you are immediatelyimpressed by the crisp, clean look theestablishment presents. There areseveral rows of shelving with pricingclearly displayed on uniform pricecards or magnetic strips on themetal shelving. Even the cold box isextremely organized and customerfriendly.The story of Spaz Beverage would notbe complete without mentioningBob’s partner, GlennCollins. Glenn hasput a lot of his ownsweat equity into thebusiness. He takespride in theexperience that eachcustomer has whenthey are shopping.“Now that people arespending moremoney on a case ofbeer, it’s important toensure a pleasantshopping experience.That meanseverything from theinitial greeting, to theclear, shoppableaisles and theclimate controlledenvironment,” saysGlenn. He is also themain man behindthe craft beer selection at Spaz. Hehas spent many hours researchingproducts and referring to BeerAdvocate to see what the newtrends are.The Bob and Glenn duo has provento be a solid team. With Bob’s energyand networking skills and Glenn’sgrounded business sense, the twohave the ability to take the 48 yearlegacy full steam ahead.Spaz Beverage, West Chester Pike, West Chester4 Origlio Beverage • www.origlio.com HeadyTimes v.60

21st AmendmentBack in BlackThis new year-roundaddition to the 21stAmendment lineup isbrewed like an AmericanIPA but with the addition of rich, dark malts. Inspired byPaul Revere’s midnight ride, the 21st Amendmentbrewers rebelled against the British style IPA, embracedthe more American version and then recast it in bold,brave, defiant black. Black IPA is a declaration ofindependence from the tyranny of the expected.Available in cans and on draught in August!Narragansett LagerA classic American lager and the workhorse ofthe ‘Gansett stable, this lager is brewed withsix row malt, seedless hops, corn from Iowa,the purest water from Lakes Ontario andHemlock and the same lager yeast strain thebrewery has depended on since just afterProhibition. This beer is brewed just rightfor drinking—crisp and refreshing. It’s gotmore flavor than other premium lagers, yet it’s one ofthe most drinkable beers in the world. Available now!Unibroue Sommelier SelectionThe Unibroue Sommelier Selectionmix pack will take the place of theircurrent Taster Packs. The newselection box contains six ofUnibroue’s award-winning, bottlefermentedales including Blanchede Chambly, Don de Dieu,Éphémère Apple, La Fin du Monde,Maudite and Trois Pistoles. Thisexciting new package will beavailable year-round beginning this fall.Smirnoff Premium Mixed DrinksVariety PackAvailable now, the Smirnoff PremiumMixed Drinks Variety Pack isperfect for parties, backyardbarbecues and casual gettogethers.The bright, colorfuland energetic case design andconfiguration is sure to stop theconsumer! The new 2/12 packfeatures four bottles each of thethree hot new Smirnoff Mixed Drinkflavors—Classic Lemonade, Blueberry Lemonade andCranberry & Lime. Try the great taste worthy of a glass!Guinness Foreign Extra StoutThe craft beer segment is growingrapidly, driven by consumers who arelooking for beer with substance, aunique story, history and a qualityliquid. Guinness Foreign ExtraStout, the premium craft offeringfrom Guinness, exquisitely deliverseach of those qualities. Rated‘Overall A-’ by Beer Advocate anda 93 from RateBeer.com, GuinnessForeign ExtraStout is a unique liquid with a strongheritage. Its history dates back to theearly 1800s, when the beer was referredto as ‘West India Porter’. Like thebrewery’s signature beer, Foreign ExtraStout pours a nearly impenetrable body,with a ruby red tint. Full-bodied with lotsof flavor, a robust bitterness and creamytexture, this beer pairs perfectly withsmoked meats, chocolate and desserts. Thisunique brew will be available this fall.Coors Light Innovations—Home DraftCoors Light is bringing a revolutionary Home Draft system to life thisSeptember! With 1/3 of all beer consumers preferring draft beer to bottled orcanned, this new innovation allows the beer drinker to enjoy real draft beer athome! The package stays fresh and ready to use for 30 days and always deliversa consistently smooth pour. The new Home Draft system is also compact andfits well in the refrigerator, yet provides more ounces than current “mini-kegs”.In addition, the package also incorporates the Cold Activated technology soconsumers will know when their Home Draft is ready to drink. By creating anew product category, the launch of the Home Draft system will communicateawareness of the innovation at retail to spark shoppers’ interest, while brandspecificPOS will highlight the unique product benefits.HeadyTimes v.60 Origlio Beverage • www.origlio.com 5

When Demand Exceeds SupplyMany of our craft beer seasonal and limited release offerings are available in limited or extremelylimited quantities. If you are interested in something you see in this publication and it is out of stockwhen you place your order, please call your Origlio sales representative to discuss a similar option.Origlio also sends out a “craft email blast”, weekly to inform our customers of seasonal offeringsavailable to you immediately. If you are interested in receiving this email please contact KathyMcCann at kmccann@origlio.com with your e-mail address.Twin Lakes OktoberfestDesigned to emulate the traditionalVienna style lager using Americaningredients, Twin Lakes Oktoberfest isbrewed using the finest Americantwo-row, Briess Ashburne andBolander Munich malt, Tattnangerhops and Bohemian lager yeast.Oktoberfest is malty and crisp, butnot sweet, with a smooth balanced finish andunderstated hop flavor. This brew tastes great withGerman cuisine and American pub fare. Available inSeptember in draught only.Samuel Adams OctoberfestThe first thing you notice when pouring a glassof this seasonal beer is the color. SamuelAdams Octoberfest has a rich, deepreddish amber hue, reflective of theseason. Samuel Adams Octoberfestmasterfully blends together five roastsof malt to create a delicious harmonyof sweet flavors including caramel andtoffee. The malt is complimented by theelegant bitterness imparted by the BavarianNoble hops. This brew provides a wonderfultransition from the lighter beers of summerto the heartier brews of winter. The roastycaramel malt blends perfectly with thecomplex flavors of sausage. Available in mid-August.PaulanerOktoberfest MarzenBrewed in the traditional style,Paulaner is the world’s #1 sellingOktoberfest beer! Amber incolor, with a creamy head anda rich, smooth, lightly hoppedflavor, this is a festive, fullflavoredand ultra deliciousbeer. Available in August.Ayinger Oktoberfest-MärzenAyinger Oktoberfest is a full-bodied, flavorfulMärzen lager brewed and lagered tocelebrate Bavaria’s famous Oktoberfest. Thisseasonal is served at German beer festivalsin September and October with roastedchicken, pork and sauerkraut. The beer isa rich golden color with a slightly sweet,malty nose and a medium to big bodywith a soft dryness from longmaturation. Available in September.Samuel Smith StingoStingo, a traditional strong aleoriginating in the north of England,is mentioned in literature before1700. Samuel Smith’s Stingo meldsthe fine history of this style with thesignature elegance of the brewery.Brewed from British malt andmultiple hop varieties, Stingo isfermented in open-topped stone“Yorkshire Squares,” with theFive out of five mugs: Samuel Smith ale yeast strain. It is“… we were startled at then aged for over a year in oakhow good it is … a barrels that previously held caskconditionedale, gaining complexitycomplex symphony oftastes, rich and full,and depth from the wood. Bottlewith layer upon layer ofrich caramel and toffee conditioning produces softinterspersed with lush conditioning as well as a fruity aromafruit.”and finish; it also allows Stingo to– Modern Brewery Age age and develop in thebottle for many months.Stingo includes rich, deep, flavors of toffee,raisin, dried fruit and caramel while thebottle conditioning creates satisfyingfruitiness. Stingo is a wonderful digestifwhen served alone and also pairs well withbeef, wild game or demanding, deeply-flavored foods.Available in very limited quantities in mid-August.6 Origlio Beverage • www.origlio.com HeadyTimes v.60

Spaten OktoberfestSpaten Oktoberfest beer, created in 1872, is theworld’s first Oktoberfest beer, brewed for thegreatest folk festival in the world. Every year,over and over again, countless Oktoberfestvisitors share their enthusiasm about this beer.Although available year-round, fall is the perfectseason to enjoy this world class Oktoberfest. Anamber colored, medium-bodied beer, SpatenOktoberfest achieves its impeccable taste bybalancing the roasted malt flavor with the perfectamount of hops. Having a rich textured palate with anunderlying sweetness true to tradition, you can taste theMunich flavor in Spaten Oktoberfest beer. Available now!Blue Moon Harvest Moon Pumpkin AleBlue Moon continues theirartistic approach to brewingbeer with their fall seasonal,Harvest Moon. They beganwith a classic, hearty amberale, then added a uniquetwist by artfully craftingHarvest Moon with theflavors of autumn—vine-ripenedpumpkin, cloves,nutmeg andallspice. The beer’srich copper color andlightly spiced finish makes it a truework of art that perfectly captures the essenceof the season. Harvest Moon Pumpkin Ale is supportedby the Artfully Crafted campaign. The point-of-sale andmarketing support materials feature a picturesque, handpainted,autumn landscape that really sets Harvest Moonapart at retail. Harvest Moon is available in late August.Blue Moon Brewmaster’sAutumn SamplerBuilding on the success of BlueMoon Belgian White, the BlueMoon Brewing Co. launched acomplete line of seasonals—eachone captures the essence of theseason in a bottle. Next up, theyunveiled another year-roundoffering, Pale Moon, a Belgian-style pale alewith a smoother finish than traditional pale ales. Andnow, in the Brewmaster’s Sampler, consumers can try avariety of their delicious ales including Blue MoonBelgian White, Pale Moon and Harvest Moon PumpkinAle—the perfect fall collection. Available in August.Sierra Nevada Tumbler AutumnBrown AleAs the nights grow cool, the leaves on thevalley oaks begin to turn andfall. In honor of this yearlydance, Sierra Nevada bringsyou Tumbler Autumn BrownAle, replacing AnniversaryAle as their fall seasonal, andinvites you to enjoy the show.They use malt within days ofroasting at the peak of itsflavor to give Tumbler agracefully smooth maltcharacter. Pour a glass andgrab a window seat to watchthe leaves come tumbling down. Available in August.Great Lakes OktoberfestGreat Lakes Oktoberfest is a nod toCleveland’s commemoration of thetraditional German Oktoberfest,which dates back to the mid1800s when German immigrantscelebrated at outdoor beergardens like Haltnorth’s Gardenand Kindvater’s St. Clair Garden.This amber lager, with rich maltflavor, is balanced by fragrantnoble hops, making it the perfectcomplement to spicy dishes, pork, pastaand sausage. Available in August.Woodchuck Fall CiderThe perfect combination ofcomplexity and elegance,Woodchuck Fall Cider has aunique taste and special aromanot found in any other hardcider. Crafted using a centuriesold technique, Woodchuck FallCider begins with an attractivecinnamon and nutmeg spicybouquet and balances out the tastewith a hint of American white oak.The appealing, lingering aftertastemakes this fall cider the perfectbeverage for a crisp, autumn day.Available in August.HeadyTimes v.60 Origlio Beverage • www.origlio.com 7

Elysian Night Owl Pumpkin AleElysian’s most popular seasonal offering islike a pumpkin pie with rich smoothness.With a light to medium body, NightOwl is brewed with 150 lbs. ofpumpkin meat in each batch. It ismade with Pale, Munich and Crystalmalts, roasted green pumpkin seedsand bittered with Horizon hops.Pumpkin is added to the mash,boil and fermenter and spicedduring conditioning with nutmeg,clove, cinnamon, ginger andallspice. Night Owl pours a hazyorange-amber color with awhipped-creamy head. Itbegins with a solidpumpkin flavor,followed by subtlepumpkin pie spicing. This isa very drinkable pumpkinale—not too sweet and not too spicy.Available in August.Limited Edition Ommegang Cup OKyndnes Belgian-Scotch AleBelgian brewers began brewing Scotch-styleales to satisfy the thousands of Scotsmanwho spent years in Belgium during WWIand the lighter style became a significantpart of the Belgian brewing tradition. ThisBelgian-Scotch ale is lightly malty andgently hopped with notes of grassy,flowery heather and a subtle bit ofsmoke. Cup O Kyndnes is a lovely, wellbalancedsession beer that pairswonderfully with pub foods, smokedmeats and shepherds pie.What’s the name all about??“Ald Lang Syn” the famous poem (andsong), penned by the Scottish poet,Robert Burns, includes the famed line,“an wil take a cup o kyndnesyet, for ald lang syn.”We agree…what’s betterthan a cup of Scotch aleto toast friends and goodtimes? Ommegang Cup OKyndnes will be availablein limited quantities inSeptember.Weyerbacher Harvest AleThis wet hop IPA is made from pale, Munich,Crystal and wheat malts and hopped withCascade hops from the brewery’s own hopfarm! The bitterness is restrained to allowthe fresh-hop aroma and flavor to shinethrough. You will find grassy notes andhints of citrus zest in this refreshing ale.Drink this one as fresh as youcan get it! Available inSeptember.WeyerbacherAutumnFestAutumnFest is Weyerbacher’sunique twist on the GermanOktoberfest style. Copper-amber in color,AutumnFest is made with Vienna and Munichmalts for that authentic, Bavarian easydrinking taste. Each sip imparts a wonderfulroastiness of malt on the tongue, followed by asmooth, consistent finish. Wonderfullybalanced with a clean, velvety, slightly fruitytaste, AutumnFest is the perfect brew for fall—anice transition between the lighter beers ofsummer and the heavier winter brews. Hearty inflavor but not overdone, this one’s a favorite ofmany Weyerbacher aficionados who anticipatethe end of summer, awaiting this wonderfulbeer. Available in August.Weyerbacher ImperialPumpkin AleLike a pyramid for a Pharaoh, thebrewers at Weyerbacher set out to make a boldmonument for the King of the Pumpkins! At 8%ABV, this is the mother of all pumpkin ales! It isheartier, spicier and more “caramelly” and“pumpkiny” than its faint brethren. Lots ofpumpkin along with cinnamon, nutmegand a touch of cardamom and clove givesthis beer a spicy, full-bodied flavor. Thistruly is an Imperial pumpkin ale that canbe cellared up to two years. Available inAugust.HeadyTimes v.60 Origlio Beverage • www.origlio.com 9

Harpoon OctoberfestProst! Harpoon Octoberfest isbrewed with celebrations inmind. This full-bodied beeryields a smooth, malty tasteand a mild bitterness. Itsgarnet-red color reflects aunique blend of malts andpours with a thick head due toa small amount of wheat malt.Harpoon Octoberfest is widelyavailable in 6 pks, 12 pks andon draught beginning late August.Harpoon 100 Barrel Series GlacierHarvest Wet Hop AleThe 33rd installment of theHarpoon 100 Barrel Series will bethe 2010 Glacier Harvest Wet HopAle, brewed by Harpoon brewerRay Dobens. Ray will beharvesting the hops in SenecaFalls, NY in late August andwill immediately drive themback to Boston in arefrigerated truck to add thefreshly-harvested hops tothe brew. This highly anticipated,extremely limited beer will beavailable in 22 oz. bottles and ondraught in early September.Sly Fox Oktoberfest in CansSly Fox Brewing Company will release itsOktoberfest Lager in cans for the first timethis August. The medium-bodied,smooth and malty brew made withGerman Vienna malts and Germanhops was previously available in 22 oz.bottles. The new packaging is expected toincrease demand substantially and, based on previouscanned releases, should receive considerable attention.Sly Fox Oktoberfest is the sixth canned beer offered bythe brewery, joining three year-round releases, PikelandPils, Phoenix Pale Ale and Rt. 113 IPA, and two otherseasonals, Royal Weiss and Dunkel Lager. Cans are thehottest trend in craft beer and Sly Fox, the first breweryin the Mid-Atlantic region to embrace them, remains themost important and popular local producer of qualitybeers in this most convenient of packages.Harpoon 4-Style Mix PackEnjoy a fresh selection ofHarpoon beer with the new4-Style Mix Pack. Included inthe mix pack, available for thefall season, is the renownedHarpoon IPA, the new yearroundHarpoon Belgian Pale, thebrewer favorite Harpoon MunichDark and the refreshing UFOWhite. It’s a tasty mix of Harpoonfavorites! Available in September.Port Brewing Panzer Pils Imperial PilsnerPanzer Pils is Port Brewing’s late summer seasonalrelease. Brewed to an Imperial 9.0%, they haveamplified the hops and malts for a proverbialBlitzkrieg of flavor. The beer is made withImported Pils malts and a U Boat full of Germanand Czech Hops including Tettnang, Hallertuaerand Saaz. Much more robust and richer than atraditional pils, Panzer is the perfect beerfor watching the sun set from the turret ofyour German tank. Available in August.Port Brewing High Tide Fresh Hop IPAEach and every fall, San Diego experiences acoastal occurrence known as the “Super HighTide.” There are days when the tide just gets toohigh and flattens out the surf. The lineups shutdown and surfers are left to wait until the hightide recedes. While waiting for the tides to shiftin your favor, might we suggest a High TideIPA? Brewed only once each year to coincidewith the hop harvest in Yakima Washington,High Tide IPA is made with 180 lbs. of freshhops per batch that are plucked from the vinesand sent straight to the Port brewery. The wholedrying and processing stage is skipped whichmeans the hops are ultra fresh and full of flavorsthey can’t normally get. The recipe is very simpleand basic with an emphasis on the variety of hopsselected each year. Available in September.10 Origlio Beverage • www.origlio.com HeadyTimes v.60

Dogfish Head Bitches BrewIn honor of the 40th anniversary of theoriginal release of Bitches Brew, MilesDavis’ 1970 paradigm-shifting landmarkjazz fusion breakthrough, Dogfishcreated their own Bitches Brew — abold, dark beer that’s a fusion of threethreads Imperial stout and one threadhoney beer with gesho root, agustatory analog to Miles’ masterpiece.Featuring the album’s iconic artwork,created by the late Mati Klarwein, onits label, Dogfish Head’s Bitches Brewis designed, according to Dogfishfounder and President Sam Calagione,“as the ultimate partner for chili orspicy curry chicken.” It is best enjoyed “sipped cool, notcold, from a snifter or red wine glass while listening tothe Bitches Brew album.”Calagione was drawn to the alchemical spirits in BitchesBrew right out of college, acquiring a copy of the album“within months of the first time I brewed a batch ofhomebrew in my apartment in New York City. I listenedto it when I was writing my Dogfish business plan. Iwanted Dogfish Head to be a maniacally inventive andcreative brewery—analog beer for the digital age. Youcould say that my dream was to have Dogfish Head, insome small way, stand for the same thing in the beerworld that Bitches Brew stands for in the jazz world. Youcan imagine how excited we are to be doing this project17 years after I wrote that business plan.”Dogfish’s Bitches Brew will be available in extremelylimited quantities in 750 ml bottles and draught in lateAugust.Heavy Seas Märzen LagerAmber in color with a rich, toasty malt flavor and slightlysweet finish, Märzen (formerly Balto Märzhon) pairs wellwith sausage, pizza and barbecue. Available in August.Dogfish Head Punkin’ AleA full-bodied brown ale with smooth hints ofpumpkin and brown sugar, Punkin’ Ale isbrewed with pumpkin meat, organic brownsugar and spices. This is the perfect beer towarm up with as the season cools. Try thismalty, fall brew with turkey, roasted duck,lamb, stuffing or dessert dumplings.Available in 12 oz. bottles and on draughtin September.Dogfish Head PangaeaPangaea, the name of the earth’s solesupercontinent before the continents split over abillion years ago, is brewed with ingredientsfrom each and every continent. The list ofworldly ingredients includes, Crystallizedginger from Australia, water from Antarctica,Basmati rice from Asia, Muscavado sugarfrom Africa, South American quinoa,European yeast and North American maize.This is a slightly spicy ale, with a mouthfulof rich flavors—a great food beer. Thisunique brew is available in 750 ml bottlesin September.Heavy Seas The Great Pumpkin ImperialPumpkin AleThe Great Pumpkin is part of the Heavy SeasMutiny Fleet launched in 2009. The fleetshowcases unusual beer styles in excess of8% ABV—Heavy Seas biggest and boldestbeers. Many are vintage dated and designedfor aging like a fine wine. All are bottleconditioned and some unfiltered.Released in very small batches in22 oz. bottles, The Great Pumpkin isbrewed with pumpkin added during themash at precisely the right time tocreate the perfect balance of malt,hops, pumpkin and spice. Availablein September.HeadyTimes v.60 Origlio Beverage • www.origlio.com 11

Dock Street Hop Garden Double IPABased on Dock Street’s head brewer, BenPotts’ ‘Best of Show’ award winninghomebrew recipe, this double IPAbrings a ton of hop flavor and aromawithout being overly bitter and harsh. Dryhoppedin the bright tank with a special blend ofhops, the complexity of this beer lies in the‘Garden,’ which contains 12 different hop varieties.Available in September on draught only.Great Divide TripelTripel’s medium body and straw hue, belie abeer of wondrous complexity. Fruity yeastcharacter dominates throughout, whilesweet malt and Noble hops give way to abit of warmth in the finish. Ever huggeda monk? This dangerously drinkableabbey-inspired ale just might have youchasing down the next one you see.Available in limited quantities in 22 oz.bottles and on draught in August.Great DivideRumble IPAThis American IPA, with subtlenuance, is brewed with heavyhanded additions of PacificNorthwest hops and gently aged onFrench and American oak. The result is awonderful balance of bitterness, caramelsweetness, vanilla and undertones of pineand citrus–a very inspiring brew, availablein 12 oz. bottles and on draught inSeptember.Great DivideSmoked Baltic PorterBrewed with traditional German maltsand hops, this dark lager gets itsspecial twist from a hefty addition ofBamberg smoked malt. Thissmoldering, medium-bodiedlager is sure to please. SmokedBaltic Porter is smooth, smokyand dark…mysteriousenough yet? Available inlimited quantities in 22 oz.bottles and on draught inmid-August.Dock Street Satellite Espresso StoutA bold, toasty stout brewed with organic fair tradeespresso beans, Satellite Espresso Stout is a tributeto the best coffee house in town. Coffee lovers willeasily embrace this delicious brew. Coffee is addedat three different points during the brewing processfor full integration of flavor and aroma; coarse groundbeans are added in the mash, cold steeped coffee goesinto the fermenter and the whole batch is ‘dry-hopped’in the bright tank with additional coffee beans.Available in mid-August on draught only.Samuel Adams Harvest CollectionSamuel Adams’ fall variety pack has a newlook this year and includes twonew styles exclusive to thepackage—Harvest Pumpkin Aleand Dunkelweizen! The fullline-up of beers in the packageincludes Boston Lager,Octoberfest, Irish Red, BlackLager and the new additions,Dunkelweizen and Harvest Pumpkin Ale! This excitingfall variety pack is available mid-August.Saranac 12 Beers A Falling12 Beers a Falling is Saranac’s fallseasonal variety case, part of their12 Beers Series (12 Beers of WhatAles You, 12 Beers of Summer,12 Beers a Falling and 12 Beersof Winter). The mix pack contains24 Bottles of 6 delicious beersincluding Saranac Black Forest,Pumpkin Ale, Irish Red Ale, Caramel Porter, IndiaPale Ale and Octoberfest. Available in September.Saranac Pumpkin AleSaranac Pumpkin Ale is brewed withpumpkin, cinnamon, allspice, cloves,ginger and vanilla. Look for a full bodyand amber color in this fall seasonalthat pairs perfectly with fowl andgame birds. Available in September.Saranac OctoberfestA medium-bodied, coppercolored lager, Saranac Octoberfest has a richmalty taste that is subtly balanced by Saazand Tettnang hops. This brew is agedslowly in the tradition of the Octoberfestbeer of Munich. Available in September.12 Origlio Beverage • www.origlio.com HeadyTimes v.60

Sierra Nevada Estate-Homegrown AleTaste the fresh-from-the-field flavors of thishandmade, homegrown and completely naturalale, back for 2010. Estate Ale is made with100% wet hops and barley, grown at the SierraNevada brewery in Chico, California and nowwith 100% organic certification by OregonTilth, the highest level of organic purity in thecountry. This remarkable ale is rich with theflavors of California’s North Valley—featuringhops with earthy, grapefruit-like flavors andlayered spicy aromas and barley with mildsweetness and smooth, toasted flavors.Together, these crops grow alongside thebrewery to make one of the few estate-madebeers produced anywhere on the planet. Enjoy!Available in extremely limited quantities in late August.Sierra Nevada Northern HemisphereHarvest AleThis fall, taste the flavor of wet hops, less than 24hours from the growing fields in Yakima, WA.Northern Hemisphere Harvest Ale features 100%whole-cone wet hops plucked straight from thevine and shipped to the brewery still drippingwith all of the aromatic oils and resins that addlayers of earthy green aromas and a pure hopflavor. Introduced on draught in 1997, this yearmarks the 14th release of this sought-afterbrew that pioneered wet-hop beersall across the country. Withnew packaging, this one-ofa-kindbeer is the jewelin their Harvest series.Available in October.Arcadia Jaw-Jacker AleJaw-Jacker is a celebration of the changing ofthe seasons. Using only the finest malted barleyand a touch of wheat for mouth-feel, Jaw-Jacker pours a brilliant orange-amber colorwith truly unique flavors. Although nopumpkins are used, a blend of nutmeg,allspice and cinnamon work with maltyflavors to create a bold taste reminiscent ofpumpkin pie. A light hop note balancesout the beer nicely. This seasonal brew isperfect for festivals, Halloween parties andThanksgiving dinner and pairs perfectlywith roast duck or turkey, pumpkin pie orsweet potato pie with vanilla bean icecream. Available in August.Available Year-Round,Perfect for the SeasonSly Fox Black Raspberry ReserveWhen it was a seasonal release every August, SlyFox Black Raspberry Reserve, a big and delicious8% wheat ale, was eagerly awaited byconsumers who saw it as a perfect treat to markthe end of summer and the beginning of coolerweather. Its popularity has now earned it yearroundstatus in the Sly Fox portfolio, but there’sno reason that status should change.Black Raspberry Reserve is brewedwith German Pils and wheat maltsand Tradition hops while 1 lb.of red and black raspberries areadded per gallon of beer. BlackRaspberry Reserve features a tartfinish and a sugary sorbet aroma.Suggest it to your customers looking for somethingdifferent to accompany grilled meats and veggies or tosip on the porch as the sun goes down.Chimay Grande RéserveFranziskanerDunkel WeissA classic Bavarian dark wheatbeer, the dark version ofFrankiskaner Hefe-Weisse isbrewed with dark roastedmalt, giving it a mild caramelflavor. Though this is a darkbeer, its body is still light, witha dash of smoky roasted graincoming through on the finish.Available all year, this is aperfect beer for the chillyseason.Available year round, Chimay Grande Réserve wasfirst launched as a Christmas beer. Perfect forcooler days, this strong-character beer has afragrance of fresh yeast and apleasantly light, flowery rosytouch. Its relatively dry flavoruncovers a fine caramelizednote resulting in a perfectbalance between fullness anda slightly bitter aftertastewhich continues to evolveover the years.HeadyTimes v.60 Origlio Beverage • www.origlio.com 13

Portfolio PerfectedNow More Than Ever,Origlio Beverage “Deliversthe Taste of Excellence”We continue our series ofarticles devoted to all theexciting additions toOriglio’s portfolio. Wewon’t stop until everybrewery is covered, but ifyou require immediate,in-depth information,please log ontowww.origlio.comfor all you need to knowabout the great beers webring to the market.Narragansett BreweryNarragansett Beer,famous for itsdrinkability and theadvertising slogan, “Hi,Neighbor, have a’Gansett!,” most famouslyuttered by Boston Red Soxannouncer Curt Gowdy, iscelebrating its 120th year ofproudly serving NewEnglanders and it is finallyavailable in Philly! It all started in1888, with six local businessmen—”The Original Six”— who cametogether to form the NarragansettBrewing Company. In Decemberof 1890, the first beer(Narragansett Lager) was produced,and the following year the companyofficially incorporated. In 1891, theNarragansett Brewing Companyconcocted nearly 28,000 barrels ofbeer under the company’s promise ofthe purest ingredients,uncompromised cleanliness andabsolute perfection of brew. In 1914,when the company built the mostmodern bottling plant in the region, itbecame official: Narragansett BrewingCompany was the largest lager beerbrewery in New England.The 1920s were a sobering time foreveryone. By the end of Prohibition,the financial condition of the brewerywas not what it used to be. RudolphHaffenreffer had built one of Boston’sfirst brewery complexes, and when hepassed away in 1929, the NewEngland Brewing Company wasturned over to his sons Rudolf, Jr. andTheodore.In 1931, the repeal of Prohibitionappeared likely and NarragansettBrewing Company approachedRudolf, Jr. for help financing andmanaging the modernization of thebrewery. Rudolf Haffenreffer Jr.eventually became president andchairman of Narragansett BrewingCompany and remained involveduntil his death in 1954. By 1955,‘Gansett was the number one choiceof consumers and the largest sellingbeer in New England and by 1957 itwas the last remaining brewery inRhode Island.Today, under the leadership of formerNantucket Nectars President, MarkHellendrung, ‘Gansett is working torevive and re-establish the belovedlocal favorite. In 2010, Narragansettis poised to hit the milestone of 1million cases sold since the reacquisition.

Nestlé WatersNestlé Water’s heritage began with Perrier Sparkling Natural Mineral Water, the only brand they sold in 1976that launched a generation of bottled water drinkers. Inside the curvy, green bottle is a delightfully naturalbeverage free of calories, additives and alcohol. Perrier changed what people chose to drink and started abottled water culture, appealing to active, health-minded individuals.Four years later, with the belief that bottled water would become even more popular as an alternative totraditional drinks, the company began to seek other high-quality waters with regional followings and a richheritage. Today, Nestlé distributes 15 of the country’s best-known bottled water brands.PerrierThe source of PerrierSparking NaturalMineral Water, the #1sparkling water brandin the U.S., dates backover 100 million years,but man was probablyfirst introduced to itduring the RomanEmpire. Legend has itthat in 218 B.C.,Hannibal and his armypaused at the spring to refresh afterdefeating the Romans. Perrier becamepart of the Nestlé Waters NorthAmerica family of brands in 1992.The sparkling natural mineral waterin the iconic green bottle comes froma source in the south of France.Located near the small village ofVergèze, in Provence, the spring’sunique balance of minerals and theaddition of light effervescence provideits distinctively fresh, clean taste. It isthis singular blend of gases andminerals which has made Perrier theworld’s most requested sparklingnatural mineral water. Enjoyed inmore than 140 countries around theworld, Perrier is all natural, free ofartificial ingredients and sugar.San PellegrinoSan Pellegrino SparklingNatural Mineral Water datesback to the 12th century.For food enthusiasts, SanPellegrino adds unrushedpleasure to the simplejoys of sharing good foodwith good people. Use ofthe water for therapeutictreatment did not beginuntil the 18th century,due to the difficulties inreaching its remotelocation. In 1842, the town decided tosell 75 percent of the spring to EsterPalazzolo, on the condition that theremaining share be given to theresidents of San Pellegrino Terme, whocould draw the water from an externaltap free of charge. This is still donetoday. In 1999, San Pellegrino becamepart of Nestlé Waters. Today, S.Pellegrino Sparkling Natural MineralWater is the number-two sparklingbottled water brand imported to theUnited States and is the brand of choicewithin the fine dining segment. Anatural, carbonated water, SanPellegrino accents subtle flavors in food.Its relatively small bubbles help carrythe flavor across the palate. Very low insodium and containing 14 minerals,San Pellegrino sparks love, laughter andspirit around the table.Acqua PannaAcqua Panna NaturalSpring Water, which datesback to the Romans,became part of the NestléWaters family in 1999.Italy’s most famousspring water, AcquaPanna comes fromTuscany and is ideal fordining occasions.Legend has it thatRomans built the onlyroad from Northern toSouthern Italy through Scarperia.This road went past the AcquaPanna spring, which provideddeserved refreshment toweary travelers. Emergingfrom a protected springnear Villa Panna,Acqua Panna is acontemporaryclassic, refinedwith fresh style.Pleasingly balancedwith persistentvelvety tastesensations, AcquaPanna NaturalSpring Waterbrings out themost delicateflavors in food.Portfolio Perfected

A Taste of…BELGIUMAny beer connoisseur would agreethat Belgium is at the topof the hierarchy ofboth high qualityand extensivevariety when itcomes to beer.Belgium is worldrenowned forbreaking beer barriersand innovating timelessrecipes to be enjoyed,shared and emulated foryears to come. ThoughTrappist and Abbey stylesmay be the most popular,Belgium offers a large selectionof beers and beer styles that don’tfit into either of those categories.Origlio Beverage is proud to offeran extensive selection of thistraditional style.BavikBiere De MielBlanche Des MoinesBoon LambicBrigandBrugse ZotDe Koninck AleDuvelForetGolden DragonKasteelLindeman’sMalheurMoinetteMonk’s Café FlemishSour AlePalmPetrusPiraatPoperings HommelbeirRodenbachSaison DupontScaldisSt. LouisWitkapWittekerkeA Well-Done Pairing –Samuel Adams BostonLager and Burgers & SteakVerdi for FallThis fall, Samuel Adams is proudlyannouncing their “Well-DonePairing” campaign, promoting SamuelAdams Boston Lager’s extraordinarypairing capabilities with burgers andsteaks. From the smoothness andsweetness of the malt to the spicybitterness of the hops, Samuel AdamsBoston Lager’s balanced, full-flavormatches perfectly with a flavor-filledburger or steak. Treat yourself andyour customers!16 Origlio Beverage • www.origlio.com HeadyTimes v.60

New Limited Time Graphicsfor Unibroue ÉphémèreAppleFor a limited time this fall, UnibroueÉphémère Apple, Unibroue’s bestselling white ale, will be available in abeautiful new package. The casedesign includes a perforated frontpanel that can be torn off to showcasethe 750 ml bottles. The eye catchinggraphics will look great on display!Ripe for the picking, UnibroueÉphémère Apple is brewed with applemust (a German apple wine). It isslightly sweet and vibrant – a perfectbeer for the fall apple season. Look forthe exciting new graphics in August.Discover the Dark SideFall is fast approaching and thereis no better way to embrace theseason than with Black & Tanfrom Yuengling!Yuengling Original Black & Tanis a combination of DarkBrewed Porter and PremiumBeer. It is rich and dark incolor, with a well balancedflavor that finishes smoothand satisfying. Halloween isthe perfect holiday to couplewith Black & Tan promotionsas consumers often enjoytrying different styles ofbeer this time of year.On-premise accounts can utilizeHalloween themed Black & Tanpitchers and buckets for fall specials.On-premise locations can furtherpromote the brand and increasevolume by outfitting the wait staff withYuengling Black & Tan shirts andaprons. Off-premise accounts can keepwith the Halloween spirit by displayingBlack & Tan with the scarecrow casehugger to draw consumers to the darkside of Yuengling!Yuengling Tailgate PartyYuengling is bringing something extra to the table this fall with a uniquetailgating program where one Yuengling fan will score big! Yuengling haspartnered with “The Food Dude,” Kevin Roberts for this program. Kevin is a FoodNetwork Star, an author and a regular contributor to many national radio programs. In addition to being a top ten finalist on“The Next Food Network Star” television show, he has appeared on the Today Show, CBS Morning Show and is a regular onESPN’s Cold Pizza.Off-premise accounts can promote the Kevin Roberts tailgate giveaway with football themed Yuengling signage and a KevinRoberts standee to draw consumers to Yuengling displays. The text to win details will be clearly marked on case cards andbanners, making it easy for all to enter. Customers will be entering to win a private party for 50 of theirfriends, complete with Kevin Roberts as the guest chef!On-premise accounts can promote their menus by coupling Yuengling specials with wing nights, utilizing the‘Yuengs & Wings’ materials that are available. Also this fall, on-premise accounts can help draw crowds byrunning Yuengling specials throughout football season utilizing Yuengling’s team color themed hats andsweatshirts along with tailgating tees and women’s jerseys. The season is upon us! Talk to your Origliorepresentative today to get involved in these great fall programs.HeadyTimes v.60 Origlio Beverage • www.origlio.com 17

Magners Irish CiderCelebrates 75thAnniversaryHard cider has a long andinteresting history. During the 14thcentury, children were baptized incider because it was cleaner thanthe water and in the 18th century,part of a farm laborers wagers werepaid in cider.Magners Irish Cider also has astoried past, celebrating its 75thanniversary this year, Magners wasfounded by a local cider maker,William Magner, in Clonmel, CountyTipperary, in 1935. Traditional cidermakingskills are still used today,including the very same pressesthat were used to make Magners 75years ago. Cider-making is stillconsidered a “craft” and the title of“Master Cider Maker” is hardearnedthrough decades ofexperience. Magners Master CiderMaker takes great care to ensurethe highest quality cider, from themoment the apples are harvesteduntil the final drop of cider isbottled. It is this heritage anddedication to quality that has madeMagners an overwhelming successaround the world. Happyanniversary to the #1 selling ciderfrom Ireland!Newcastle: Your Beer. Your Threads.The clothes don’t make the man, but they are anextension of his personality. Each item lets peopleknow who he is and what he stands for. That’swhy this fall, Newcastle Brown Ale is givingconsumers the ideal canvas to expressthemselves – a customizable t-shirt. Online,consumers will be able to choose their favorite“Lighter Side of Dark” witticism to be printed ontheir shirt.Now each drinker can stand out in a crowdwhile revealing his unique passion for The Oneand Only. This exciting Newcastle program issimple, turnkey and provides value to both the retailer and theconsumer. POS elements clearly communicate this high value consumeroffer to increase participation and purchase. By simply entering their UPC online,customers get the opportunity to create their own customized Newcastle t-shirt. Thepromotion delivers an engaging reward, which drives purchase and helps increasevelocity. Get your profits in XL!Dos Equis the Most Interesting TricksThe Most Interesting Tricks programwas such a success in 2009, DosEquis is bringing it back! Consumersare driven to entertain and intrigue,whether at a party or a bar, with DosEquis, the #1 fastest growing import.This Halloween, consumers are giventhe skills to perform mystifying tricksthat will capture attention and giveretailers a compelling promotion builtto maximize visibility and drive sales.The Most Interesting Tricksprogram provides retailers anengaging, mysterious andhighly visible off-premisedestination. Dos Equis willencourage consumers to learninteresting magic tricks that will helpthem host the Most InterestingHalloween party.Transform floor space into big profitswith mesmerizing Dos Equis displaysthat attract shoppers and drivesales by helping customers builda sensational party. By offering adynamic visual experience atretail, the dimensional poletopper and price card willdrive excitement aroundthe brand.In the on-premise,consumers will beengaged with the art ofdeception as they areintroduced to the MostInteresting Tricks. DosEquis Gypsy Agents will offerconsumers samples of Dos Equis,while dazzling them with interesting,lighthearted tricks. Thethematic table tents andcoasters will driveinterest and directconsumers online tolearn moreinteresting tricks toamuse theirfriends.CelebratethisHalloweenwith DosEquis!18 Origlio Beverage • www.origlio.com HeadyTimes v.60

Harpoon Celebrates OctoberfestAt 5:30 pm on October 1st, the firstkeg of Harpoon Octoberfest will betapped at the brewery, marking thestart of the 21st Harpoon Octoberfestcelebration in Boston. What began asa small gathering of local beer loversat the brewery in South Boston 20years ago has grown into an iconic fallcelebration in Boston, drawingthousands of revelers from all over.Close to 14,000 people are expectedto attend the 2010 festival in Bostonon October 1st and 2nd.One week later, the celebration willcontinue at Harpoon’s Windsor,Vermont brewery on October 9th and10th. The same party, just a bitsmaller! Live music featuring GermanstyleOompah bands entertain thecrowd while delicious knockwurst andMurphy’s –The Rebel StoutSince 1491, County Cork in Irelandhas been nicknamed the “RebelCounty.” Since the Murphy’sBrewery in Cork dates back to1856, it makes sense thatMurphy’s is affectionatelyknown in Ireland as the RebelStout. Beginning this fall,Murphy’s will be producingPOS and artwork thatcapitalizes on this catchymoniker. Look for offpremisedisplays and promotionalopportunities to run in conjunction with theMurphy’s on-premise drive. Enjoy the Rebel Stout this falland winter!Practice Makes Perfect!Why wait until March 17th? Beginning in September,Murphy’s Irish Stout and Murphy’s Irish Red Ale will beinviting on-premise retailers and consumers to start“practicing” for the big day! The St. Practice Day conceptis to provide posters and POS to promote a special onMurphy’s on the 17th of every month leading up to March17th. This provides a six month promotional windowand will establish Murphy’s as the brand to drink onMarch 17th!bratwurst are served. Join in thefestivities by entering the infamousGerman chocolate cake-eating contestsor the chicken-dancing contests. Awide selection of Harpoon beers willbe available, including Harpoon IPAand Harpoon Octoberfest beer. In-depth,Harpoon brewer-led tours of thebrewery will be offered throughout bothweekends. Visit harpoonbrewery.com formore information.Red Bull FlugtagRed Bull Flugtag challenges the braveand brainy to design, build and pilothomemade flying machines off a 30-foot high flight deck in hopes ofsoaring into the wild blue yonder…oroften, plunging into the waters below.Flugtag, which means “flying day” inGerman, pushes the envelope ofhuman-powered flight,but competitors needmore than airtime toreach the podium. Teamsare judged on threecriteria: flight distance,creativity of the craft andshowmanship. After ayear with no Red BullFlugtags in the US, 2010promises tobe biggerand betterthan ever!This will beRed Bull Flugtag’s first visit toPhiladelphia, and what better place toround out this crazy summer than theCity of Brotherly Love. ComeSeptember 4th, the skies above theDelaware River will swarm withhomemade flying machines that aresure to reflect the city’s rich history,but we’re sure to see some payhomage to the region’s sports, food,culture and rivalries as well. ThisLabor Day weekend will be one forPhiladelphia’s record books. POS willbe available during this time periodto inform consumers about thisawesome event!HeadyTimes v.60 Origlio Beverage • www.origlio.com 19

Guinness “Head to Head”with Jerome BettisGuinness’ new “Fortune Favors theBold” ad campaign is winning thenext generation of Guinness Draughtdrinkers, with the message thatGuinness is the beer of substance formen of substance. Their Head toHead program will feature JeromeBettis, one of the boldest footballplayers of all time as the officialspokesperson. Bettis is a bold personand he needs a bold beer. He loveseverything about Guinness, includingthe famous two-part pour…somethinghe feels he has perfected himself. As aGuinness adorer, Bettis will be issuingthe challenge to any consumer in thecountry who is bold enough to gohead-to-head with him in a pintpouring challenge.Guinness drinkers will go toGuinness.com and explain a boldmoment in their lives where theystepped up to a challenge and wererewarded. Once a winner is chosen,media, VIP guests, consumers and thebest Guinness ambassadors will watchthe one lucky consumer take onBettis in the Pint Pouring Challengethat will take place in Dallas, TX theweek of this year’s Big Game. GoHead to Head with Guinness andJerome Bettis this football season!Keystone Light Smooth HuntingThere is a way that only Keystone Lightdrinkers hunt. It’s not serious and that’s whythey do it. Success doesn’t equal the size ofthe buck you killed, but rather that crazynight around the campfire with yourbuddies. Keystone Light accepts this abouttheir consumers and encourages theirhunting style. Hunting should be easy andfun, not work and not too serious. SoKeystone Light is setting hunters up toalways come home with a trophy without allthe fuss. All they need are a few 30 packs ofKeystone Light, a little ingenuity and they canproductively use their time in the woods to bag asmooth one……a.k.a. build their own big game out of KeystoneLight cans!!Coors Light & St. Jude Halloween ProgramCoors Light is proud to be a partnerwith St. Jude Children’s ResearchHospital, working along with retailaccounts each year to raise money forpediatric cancer research. EachHalloween season, accounts carryCoors Light/St. Jude donation cards,giving consumers a simple way tohelp fight pediatric cancer with a $1donation during their purchase. TheSt. Jude donation cards get hung onthe walls of each account, showingthe collective commitment to fightingthis deadly disease.St. Jude Children’s Research Hospitalis internationally recognized for itspioneering research and treatmentof children with cancer and othercatastrophic diseases. Ranked theNo. 1 pediatric cancer hospital byParents magazine and the No. 1children’s cancer hospital byU.S. News & World Report, St.Jude is the first and onlyNational Cancer InstitutedesignatedComprehensiveCancer Center devoted solelyto children. St. Jude has treatedchildren from all 50 states and fromaround the world, serving as a trustedresource for physicians andresearchers.The St. Jude/Coors Light Halloweenpartnership continues into 2010. In2009, more than $1.3 million wasraised thanks to all of the retailaccounts who participated and we’rehoping to make 2010 an even betteryear! Coors Light would like to thanktheir retail partners for benefitting thelifesaving work of St. Jude Children’sResearch Hospital.20 Origlio Beverage • www.origlio.com HeadyTimes v.60

Coors Light HBCUCoors Light is proud to be an OfficialSponsor of the HBCU (HistoricallyBlack Colleges and Universities)Football Classics since 1986. The2010 Coors Light HBCU Classicsprogram will deliver the history,tradition and pride of Black CollegeFootball with dynamic RockyMountain Cold Refreshing point ofsale at retail.Coors Light will provide consumerswith the opportunity to win 1 of 8trips to an HBCU Football Classicgame. Point of sale will driveconsumers, online toBlackamericaweb.com to enter for achance to win two HBCU FootballClassic tickets, round trip airfare fortwo and hotel accommodations forthree days and two nights toexperience an HBCU Classic Game.This Coors Light program will besupported by radio, billboards andprint ads. The HBCU Sweepstakeswill provide your consumers with theBlack college football experience thatonly Coors Light can bring.Coors Light NFL“EA Sports Madden ’11”The economy is forcing consumers tostay home more often, which ishaving a negative effect on the onpremisechannel. This means that onpremiseretailers are looking for newentertainment solutions that will keepconsumers in the bar longer, drinkingmore and coming back more often.That’s why Coors Light is partneringwith EA Sports and Sony PlayStationto bring the highly relevant Maddenproperty to connect with consumers.This Coors Light NFL program willgive fans a chance to get closer to thegame, while keeping them refreshedalong the way. Consumers enter thepromotion with the code found ontable tents and coasters. Semi-uniquecodes will be available on the peeland-revealstadium cups. Consumerscan text in for a chance to win theGrand Prize – their likeness featuredin the EA Sports Madden NFL 2012game! Secondary prizes include a tripto The Madden Bowl 2011 party,Madden ’11 games and PS3 consoles.360-degree promotional support, waitstaff engagement, pour-and-servetools and tabletop POS willcommunicate the sweepstakes details.Coors Light “Silver Ticket”Get ready for football season, becausethe Coors Light NFL Silver Ticketpromotion is back in 2010 with avengeance! While Silver Ticket isalready the biggest promotion of theyear for Coors Light, they’re taking itto the next level in 2010. Supportedby a relevant consumer promotion,massive media plan and strong retailtools, Silver Ticket is guaranteed todrive store traffic and volume andbuild baskets. With an increased focuson localization, Coors Light SilverTicket is sure to be the can’t-misspromotion of the year!HeadyTimes v.60 Origlio Beverage • www.origlio.com 21

A New Look For ArcadiaThe founder and President of Arcadia Ales, Tim Surprise,shares the reason for the exciting new design. “Last summershortly after Rick Suarez joined our team as VP of Sales andMarketing, he set out to meet with our distributor partners toidentify brand strengths and weaknesses, and to develop acomprehensive strategic plan for growing Arcadia’s sales toover 10,000 barrels annually. That process, together with myown gut feeling that our logo and brand images needed tobe refreshed with the goal of having both eye appeal andcontinuity, provided us with the motivation to seek out adesign firm (Grip Design/Chicago, IL) that we could “connectwith.” The resulting partnership of Grip and Arcadia began inAugust of 2009 and although painful and frustrating at times,has yielded a vision, brand architecture, and continuity thathas exceeded our expectations.”Retail Edge:Knowledge is Half Three-Quarters the BattleThe beer world as we know it ischanging and so are customers’expectations of bartenders. A couple ofyears ago, one would walk into a barand be faced with a choice of only afew different beer selections. Now,often times bars are offering anextensive selection—one that mayoverwhelm a beer novice. Beerdrinkers are evolving into eagerlearners who want to be introduced tonew beers. It is important for abartender to be knowledgeable aboutthe different beer styles, taste profiles,textures, serving temperatures andfood pairings (quite similar to theresponsibilities of a sommelier) whilemaintaining an attentive and courteousapproach to their customers.In order for your employees to befamiliar with all of the different beerstyles you offer, it is a good idea tohold samplings, not only for yourbartenders, but the wait staff as well.Anyone can memorize a description,but to actually know what the beertastes like makes it easier to explainin laymen’s terms. It is also a goodidea to allow customers to sample abeer if they would like to. Abartender can suggest a beer theywould enjoy based on beers they havetried and liked, but there is nothinglike sampling it for themselves. Thelast thing you want is for a customerto be unsatisfied with their purchase.They may not purchase another.A bartender should not only be wellversed on the beers they are selling,they should also know the importanceof a balanced beer line-up. You don’twant to alienate any drinker. It isimportant to offer a balancedselection to insure that everycustomer will leave your bar, happy.As a bar owner, it is important to hirebartenders who are educated andknowledgeable and able to relayinformation to interested consumers.Bartenders not only tend bar, they aresales people. There are “selling” fromthe moment a customer walks throughthe door. From the greeting, to thesale, a customer’s experience in yourestablishment is directly affected bytheir experience with the bartender.22 Origlio Beverage • www.origlio.com HeadyTimes v.60

The Beer Guy: The Two Sides of Oktoberfestby Lew BrysonAmericanOktoberfestcelebrations tendto be short, beerfestival kinds ofthings, usually inOctober – it’s OKTOBERfest, right?But the German version is over twoweeks long and starts in September,running through to the first weekendin October. It’s more like a state fairmidway than a beer festival: rollercoasters and ferris wheels; food likesteckerlfisch (whole roasted fish on astick), huge soft pretzels, and roastoxen; flashing lights and loud music;and a happy throng of peoplechattering to each other as they maketheir way along the “Wies’n,” theopen area where the Fest is alwaysheld, and has been for 200 years.It’s a lot bigger than anything here,one of the biggest events of any kind,anywhere. Six million people from allover the world come to the sixteendays of Oktoberfest: Americans, Irish,Australians, Brazilians, Brits,Czechs…it’s the World Cup of beer,without all those damned vuvuzelas.But the biggest difference is the beer.Not how good it is – it’s Germany,you expect good beer – or the hugeliter steins it comes in, or how thewaitresses handle them so deftly, oreven how reasonably priced theyare…but what it looks like. AtOktoberfest Ground Zero, the beerthey’re drinking in every tent…isgolden in color. Huh?It’s a familiar story: the Germanschanged their beer. The traditionalOktoberfest beer, since the late 1800s,was a robust amber lager. That’s thebeer that Michael Jackson, thefamous, seminal beer writer, told usabout in his books, the “Märzenbier”that German brewers traditionallybrewed in huge batches in March, thelast beer made before the weatherturned too warm to safely brew.Thanks to the huge effect of Jackson’swriting on American brewers anddrinkers, that traditional beer waswhat we wanted, and that’s what wegot, not this Johann-come-latelygolden stuff.We’re such a big pull that Spaten,Paulaner and Hacker-Pschorr stillmake that traditional amber lager forthe American market, and my fallisn’t complete without them. Youcan also get scads of goodOktoberfest here – orOctoberfest, as Jim Koch spellsit on the Samuel Adamsbottles. That’s a good one, abit more crisp than theGermans, and fresh as an alpinebreeze. Fellow Bostonian breweryHarpoon has made an Oktoberfestbeer for years – and put on a greatharborside Oktoberfest event as well,highly recommended – that’s a bitdarker, and goes well with pasta andred gravy.If you want to stay really local, to getthe freshest of the fest, you’recovered. There’s Dock StreetDocktoberfest for your draft handles,brewed right in Philadelphia.Weyerbacher does their Autumn Fest,which is an ale-version Ofest that’squite nutty and delish. And our goodfriend Brian O’Reilly makes a standoutOktoberfest at Sly Fox that willmake your fall menu taste like you’reunder a chestnut tree in Munich.That’s the secret of Oktoberfest,whether light or dark, big or small,German or American: it’s about theattitude, the fun, the gemütlichkeit,the ein – zwei – drei – G’suffa!Whatever festbier you’re drinking,you’ve got the right one.HeadyTimes v.60 Origlio Beverage • www.origlio.com 23

3000 Meeting House RoadPhiladelphia, PA 19154PresortedFirst ClassU.S. PostagePAIDLandsdale, PAPermit No. 325Heineken Latin GrammyAwardsOn November 11, 2010, Heineken USAand the best of Latin music will becoming out to play as the Latin GrammyAwards take center stage. Now, in their11th year of Latin Grammy sponsorship,Heineken will once again bring theexcitement of this event to both retailersand consumers alike.The popularity of Latino music hascreated a lucrative Hispanic market ofavid consumers of music and loyal radiolisteners. This fall, Heineken isproviding the Hispanicconsumer withthe tools tomake his athome viewingoccasions andsocial gatherings“the place to be” forgreat music andpremium beer.Through thesponsorship,consumers are invitedvia POS to go online todownload popular Latintunes to play at their LatinGrammy celebrations.While online, they will have theopportunity to participate in a music triviacontest focused around the Latin GrammyAwards and Heineken. Lucky winners willreceive a customized Heineken AppleiPad, preloaded with a few of today’s Latinhits. With these great offers, the 2010Heineken Latin Grammys program isdestined to be a chart topper!Heineken Bleeds GreenPro Football takes the lead as America’s favorite sport and Philly is no exception - thefans have the reputation for being the most die-hard in the country! The natural linkbetween beer and football provides an opportunity to create an association betweenHeineken and the Philadelphia Eagles.This year, Heineken supports the Eagles and their fans with the call-to-action, “PhillyBleeds Green”! This message will be delivered at retail, through point of saleadvertising and supported with game day essentials like Heineken sweatshirts,collapsible chairs with built in coolers and portable bars. Heineken is providing fanswith what they need to make their football experience better, whether it’s at a tailgate,at home or out at their local bar. Gear up for every game!