Origlio's Online Ordering Technology Fix - Origlio Beverage

FALL 2008 | VOLUME #50Origlio’s Online Ordering Technology FixBenefits Customers andEmployees AlikeBefore Origlio’s product portfolio tripled back inJanuary, the company’s Information TechnologyManager, Marc Lewis knew something had to bedone. For years, Account Specialists, the peoplewho take beer orders over the telephone,had to memorize close to 300individual productcodes before they couldbuild an order on behalf of acustomer. It was a challenge, but itwas doable. And, the Account Specialistsbecame quite proficient at entering all thosecodes on the fly as customers called in theirorders. The acquisition of the Kunda Beverageportfolio revealed just how limited Origlio’s old order entry system hadbecome. The company simply could not expect the Account Specialists tomemorize 1000 product codes. Ever up for a challenge, Marc Lewis perfecteda new, streamlined, web-based order entry system and saved the day!H. T.: Congratulations, Marc. How did the new entry system evolve?Lewis: My goal was to get the in-house version working perfectly and thenrepackage it for use by Origlio customers – which is exactly what I did.Continued on back pageOne stop shopping for registration, log-on or to be reminded of aforgotten password at www.origlio.com/weborders“The new systemis extremelyreliable andintuitive. Itgives customerscompletecontrol overthe orderingprocess. ”The Official Publication of Origlio BeverageHow to Place anOriglio Web Order:Launch system by going toOriglio’s homepage atwww.origlio.com and clickingon the “Web Ordering” button.• Registered users can log indirectly using their designateduser ID (acct#) and password. Newusers must complete a quick andeasy registration.• Once logged in, choose adelivery date.• Click on a “Brand Family” to additems to your order.• Choose desired package andquantity and click “Add Itemsto Order.”• When finished with your order,enter any comments and click“Update Qtys/Instructions”• Click “Place Order” to submit yourweb order and a confirmation willbe sent to your email.Email webmaster@origlio.com withany questions.In This IssueRay’s Happy Birthday Bar ..................3Limerick Beverage..............................4Seasonal Selections ...........................5Portfolio Perfected............................13Programs...........................................14Retail Edge ........................................18

“IRI datafrom mid-Julyrevealed thatthe entire beercategory wasup 2.4%”Is Beer Recession Proof?The answer to that question hasalways been a resounding ‘YES’, but isit still true in 2008? Our currenteconomic downturn is different thanthose in the recent past. The increasein gas and food prices, ballooningnational debt and loss of jobs has thevast majority of Americans in asomber mood. But data from IRI,Nielsen and Beer Marketer’s Insights,suggests that out of beer, wine andspirits, beer is fairing best.It seems counter intuitive that underthese economic circumstances betterbeers would fair better than economybrands, but they are. For a while theindustry had seen sales of economybeers rise. As of April that trend hasleveled off and most of the growth inbeer continues to be in the premiumand above categories. Nationalsupermarket sales as reported byNielsen show that consumers are nottrading down in overwhelmingnumbers. That survey indicated thatpricier brands were up a modest 0.4points while budget brands weredown 0.2 points. Sure, when theeconomy hits a rough patch, somepeople will switch to moreeconomical brands, but so far thatshift has been minimal. And, IRI datafrom mid-July revealed that theentire beer category was up 2.4%.Coors was up an impressive 6.5%.Craft brands grew 8.8% over samesales last year even though theaverage price per case increase was awhopping $1.25. Overall, the newsis good.Generally speaking, beer isn’texpensive so skimping doesn’t savethat much.Getting back to our original question,“is beer recession proof?”, the answerremains “YES.” And on that happynote, I thank you for your businessand wish you a successful fallselling season.Sincerely,Dominic OriglioPresidentPostscript:Beer’s lead over wine and spiritsgrew this year to double digits,according to the latest Gallup poll.The trend back to beer reflects a shiftamong drinkers aged 30 to 49 yearsold, the survey indicates. From 2004to 2005 wine and beer were almostequally preferred. But, wine as afavorite peaked at 39% in 2005 andhas since slipped to 31%, while beeris now chosen first 47% of the time,the poll said.2 Origlio Beverage • www.origlio.com HeadyTimes v.50

On-premise Spotlight:Ray’s Happy Birthday BarIn the heart of SouthPhiladelphia, Ray’s HappyBirthday Bar celebrates its70th anniversary!It’s been called, “best dive bar in thecity” and an “everybody knows yourname kind of place”. Whatever youcall it, one thing is for sure, onceyou’ve visited Ray’s Happy BirthdayBar, it’s hard not to go back.Soon after Prohibition ended, Anthony“Ray” Capozzoli opened Ray’s Bar inthe hub of South Philly. In the days ofshoe shines, 10 cent movie tickets andsegregation, Ray welcomed patrons ofall colors and nationalities with openarms. His son, Loudescribes him as adelightful man witha good sense ofhumor who greetedeach customer comingthrough the door with“Happy Birthday!”After Ray’s passing 10 yearsago, Lou took over thebar and changed thename to Ray’s“Happy Birthday”Bar in honor of hislate father. Growingup, Lou and his parents lived in anapartment above the bar. “I remembereating cornflakes at the bar when Iwas 4 years old” says Lou, asaxophone player who has toured foryears with his cover band, The Rage.Now in their late 60’s, and 70’s, theband members perform at Ray’s Baron the first Saturday of every month.There is no doubt about it; Lou loveshis bar, his music and life. He is atremendous story teller with a heart ofgold and a contagious smile. “I loveworking in this business because Ilove people.”Located within 40 feet of the famousPat’s and Geno’s cheese steaks, Ray’sOwner Lou Capozzoli (right) and lifelong friend and bartender, Tony Coccerino.Happy Birthday Bar welcomes touristsand locals alike, pulling in large crowdsfor Karaoke Fridays and local bandperformances on Saturday nights.Photos of music legends, autographedpictures of the Sopranos andcollages of customers, friendsand family adorn thewalls of this nostalgictavern. Lou’s love formusic is presentthroughout the bar. In theback room, used for live bandperformances, the duct workfor a newly installed airconditioner iscamouflaged by alarge sign thatreads, MusicMakes Me Smile.Ray’s HappyBirthday Bar radiates feelings oftradition, warmth and genuine fun.From the separate women’s entrance(that exists but is not used), to theoriginal oak bar and blue-tiled troughthat runs along the bottom of it, thisPhiladelphia tavern exudes trueauthenticity and originality thatwelcomes people of all ages. And, youdon’t have to break the bank to buy afew drinks! Tony, a bartender andclose childhood friend of Lou’s, isalways quick with a joke and afriendly conversation, even at 7 in themorning when the bar opens daily!Show up on your birthday and yourfirst drink is free!This is an unpretentious old school barwith no frills and no fancy drinks, justa neighborhood tavern that knowshow to treat people right. A sign thathangs behind the bar reads, “Goodtimes, good drinks and good friends.”That about sums it up. Cheers to 70years of running a good old fashiontavern. Here’s to celebrating 70 more!Ray’s Happy Birthday Bar, 1200 East PassyunkAvenue, South Philadelphia.HeadyTimes v.50 Origlio Beverage • www.origlio.com 3

Off-premise Spotlight:Limerick BeverageBrad Dubicki, owner of LimerickBeverage, graduated from Penn StateUniversity with a degree in RestaurantManagement. After working inbrewpubs across the country,including Sly Fox, BackcountryBrewery in Frisco, Colorado andvarious Rock Bottom Restaurant andBreweries, he quickly gained anappreciation for micro brews.Following the guidance of his twomentors, his older brother, who ownsa beer distributor in East Stroudsburgand Matt Guyer, owner of TheBeer Yard in Wayne, Braddecided that the time wasright to invest in acompany of his own. In thefall of 2007, after anxiouslywaiting 19 months for theliquor license to transfer,Dubicki was finally able to openthe doors of Limerick Beverage.As corporate America moved into thearea that was once farmland, henoticed a higher demand for craftbeers. He seized the opportunity toprovide an outlet for people to trydifferent beers. Dubicki sparked localinterest in these beers and realized itwas important to further his, and hiscustomers’ knowledge of craft andspecialty beers. He became an activemember of BeerAdvocate.com, beganresearching every product andconducted store samplings to getcustomer feedback. He quickly passedon his love for micro brews to hiscustomers and encouraged them tovisit local micro breweries. Dubickisaid, “Many have come back withmore knowledge and a better idea ofwhat they’re looking for. It providedthem with a stepping stone intodrinking better beer.” He added, “Iwant people to drink nicer beers. Wehave tastings frequently, which havegone very well in broadening people’shorizons and educating them ondifferent products and eventuallyhelps them in their decision making.”Owner of Limerick Beverage, Brad Dubicki.Dubicki feels that there are manyfactors that distinguish LimerickBeverage from otherdistributors. Heconsiders thelarge selectionand availability,convenience,extended hoursof operation andthe website toname a few. He alsonoted, “The website has been in theworks since January and was up andrunning by May. It has made thisbusiness available to people at theirfingertips.” Dubicki also mentionedthat many of his customers arecomputer savvy, which has enabledhim to interact with a whole newgroup of people that many otherdistributors aren’t able to reach.Customers are able to check out thewebsite at www.limerickbeverage.comand find a complete listing ofinventory that is in stock. They can202 West Ridge Pike, Limerick, PA.also find a list of products that can bespecial ordered. Although there aren’tcases of each product on the shelves,customers are able to call in or emailtheir requests. “We choose to usetechnology to our advantage whenordering these products to ensure thefreshest selection of beer around,”added Dubicki.Limerick Beverage is less than a yearold, but changes are already beingcontemplated. He plans to add freshhops to the front of the store and mayeven offer them to local homebrewers. Dubicki plans to make thewebsite more interactive just likeBeerAdvocate.com, with a user login,beer ratings, food pairings and acalendar of events. He also wants toinstall draught lines, allowingcustomers to sample products beforepurchasing them. Dubicki hopes thatthese investments will help educatepeople about beer and allow for amore enjoyable experience whenvisiting Limerick Beverage.4 Origlio Beverage • www.origlio.com HeadyTimes v.50

Magners Irish Cider: Perfect for Fall!Magners Irish Cider has mastered the time honoredtradition of cider making over the last seven decades. Inthe orchards of Clonmel, Ireland, over 17 varieties ofapples are harvested to produce Magners’ crisp andrefreshing taste. The Magners pint bottle poured over iceoffers a quality alternative to beer, and is recognized asthe people’s favorite bottled cider in Ireland, Scotlandand the UK. With the rapid growth of the cider categoryacross the US, Magners has become the #1 selling ciderin the Northeast and is available in over 20 states. Madewith natural ingredients, and containing 4.5% alcohol byvolume, you’ll be sure to taste the quality and heritagebehind Ireland’s most popular cider.Shipyard Pumpkinhead AleThis award winning, seasonal release from ShipyardBrewing Co. is a crisp and refreshing wheat ale withdelightful aromatics and subtle spiced flavor. Hints ofcinnamon and nutmeg make this fall brew a flavorsensation. 1st place winner at the 2007 California BrewersFestival, Shipyard Pumpkinhead Ale was first brewed inAugust of 2002 at Federal Jack’s Restaurant and BrewPub in Kennebunk, Maine where Shipyard BrewingCompany began in 1992 before expanding the brewery toPortland, Maine in 1994. Go ahead—Treat yourself!Dogfish HeadPunkin AleDogfish Head’s fall seasonalis a full-bodied brown ale with smoothhints of pumpkin, caramel and brown sugar; perfect towarm-up with as the season cools. Dogfish Head Punkin’Ale is named after the annual Punkin’ Chunkin Festivalheld near Lewes, Delaware the weekend afterHalloween. Enjoy this malty, fall brew with turkey,roasted duck, lamb, stuffing or dessert dumplings. To findout more about the Punkin Chunkin Fest, go towww.dogfish.com.WeyerbacherImperialPumpkin AleThe initials maybe “IPA,” butthis groundbreakingbeer isnothing at alllike an IndiaPale Ale. Bigand bold, this pumpkin aleis heartier, spicier, and more “caramelly” and“pumpkiny” than its faint brethren! The mother of allpumpkin ales, Imperial Pumpkin Ale is coppery orangein color and loaded with malt and spices; a perfectfinisher on a cool autumn night. Match it up with a sliceof pumpkin pie topped with fresh whipped cream for aperfect fall pairing.Lagunitas Imperial RedFirst brewed in 2005, Lagunitas Imperial Red is, the brewery says, “the exhumationof the very first ale we ever brewed way, way back, in 1993.” It pours a dark ambercolor with a decent tannish-brown head and an enticing aroma filled with hops,citrus and pine. All those are evident on the palate, the hops in particular, with floraland malt tones added. A well balanced, smooth drinking, strong ale, with a long,somewhat bitter finish. A big beer that welcomes the cooler temperatures!6 Origlio Beverage • www.origlio.com HeadyTimes v.50

Blue Moon Harvest Moon:Carve Into Pumpkin AleBrewed only in the autumn, this full-bodied ale has anice amber color with a good solid head. Its rose petalaroma is quickly followed by a chocolate-flowery tastethat sits comfortably on the tongue. It combines theflavors of vine ripened pumpkin and seasonal spices withtraditional crystal malt. The flavor begins with a hoppybite and a bit of cinnamon spiciness. It ends with apumpkin flavored smoothness that includes a suggestionof pie crust flavor. Harvest Moon is ripened for a flavorcomplexity that consumers expect from a fall beer. ThisBelgian-style wheat ale is a perfect match for Halloweenand Thanksgiving entertaining; it keeps its integrity withroast turkey and the usual trimmings.Stone Vertical Epic 08/08/08As with any good epic, herein lies thepromise of larger-than-life experiences,heroics and twists & turns as the adventureunfolds. These bottle-conditioned ales arespecifically designed to be aged untilsometime after December 12th, 2012.Provided you can wait that long. At thattime, enjoy them in a "vertical" tasting.Each one unique to it's year of release.Each with its own "twist & turn" in theplotline. Each one released one year,one month and one day from theprevious year's edition. This year’sVerticle Epic release, 08-08-08 is aStrong Golden Belgian style ale highlyhopped with American hops (Ahtanum,Amarillo and Simcoe). The beer pourspale golden with a thick and creamywhite head of foam. The aroma is full ofdepth. Nuances of pepper, clove, andbanana from the Belgian yeast strain and theresiny citrus notes from the American hops blendtogether nicely to provide a complex aromaticcharacter. The taste is spicy, hoppy and fruitywith a very dry and a pleasant bitter end.The bitterness lingers nicely, and provides arefreshing finish that leaves you wantingmore and more!Sierra Nevada Harvest Wet Hop AleThe cornerstone of Sierra Nevada’s Harvest series is thebeer that started the modern-day fresh hop alephenomenon in America, their original Harvest Ale.Created in 1996, Harvest Ale features Cascade andCentennial hops from the Yakima Valley in EasternWashington. Harvest Ale was the first beer ever brewedwith 100% fresh picked “wet” hops. These hops areharvested and shipped as “wet” un-dried hops—the sameday they are picked—to the brewery in Chico, Californiawhere the brewers eagerly wait to get them into thebrew kettle while their oils and resins are still at theirpeak. This extraordinary effort creates a beer withunmatched aromatics of pine and citrus with layers ofspicy, sweet notes that hop fanatic’s dream of all year!Sierra NevadaAnniversary AleThe 2008 edition of SierraNevada Anniversary ale isavailable now! A classicexample of an Americanstyle IPA, Anniversary Alefeatures an intense pine andcitrus hop aroma.Complementing the fullcascade aroma, this beerpresents a well balancedmalt profile and finisheswith a crisp hop note.HeadyTimes v.50 Origlio Beverage • www.origlio.com 7

SaranacPumpkin AleThis fall ale is brewed withPumpkin, Cinnamon, Allspice,Cloves, Ginger and Vanilla. Look for a full-body andamber color with a sweet mouthfeel. You’ll surely enjoythis special brew with game birds or fowl.Abita Pecan Harvest AleIt may sound nuts, but most beers with nutty flavors oraromas are made without any real nuts. Abita PecanHarvest is made with Louisiana pecans! The natural oilsfrom the nuts give the beer a light pecan finish andaroma. It’s wonderful paired with both red meat orseafood and no surprise; it’s great with nuts too! Crackone open for yourself today!Vanberg & DeWulf’s Newest Release fromBrasserie Dupont—Avril Bière de TableBières de table are not the heavy hitters Belgium is sofamous for. They are beers light in alcohol (Avril is3.5%) enjoyed with home cooked meals at the familydining table. They are central to Belgian beer culturebecause they are how Belgians learn to appreciate beer.And there is no finer example than Avril. French forApril, Avril is truly a beer that embodies the qualities ofspring, although delightful any time of year! Avril has afull taste with higher intensity of bitterness, mildester flavor and a hidden soft taste of yeast. Aromatic,flavorful, and light, Americans are sure to be extremelyexcited to try it and greatly impressed by thisextraordinary example of Brasserie Dupont’sbrewing art.HeadyTimes v.50 Origlio Beverage • www.origlio.com 9

Stone 12th Anniversary Ale:Bitter Chocolate Oatmeal StoutThis year, Stone’s Anniversary Ale stems from 2 pilot beersthat were brewed by members of Team Stone. The first isan incredibly delicious Oatmeal Stout, and the second isan amazing homebrewed Imperial Stout made withauthentic Oaxacan chocolate added to the boil. Both beerswere loved so much that Stone decided to combine therecipes to make this year’s Anniversary offering-- Stone12th Anniversary Bitter Chocolate Oatmeal Stout. Thisbeer pours deep black with a rich brown head of foam.The aroma is dominated by roast malt and cocoa. Thecocoa (unsweetened, unprocessed cacao sourced throughChuao Chocolatier) really comes through with a deepchocolate flavor and a long lasting bitter finish. Theroasted grains add coffee and licorice accents. It is a thickbeer, but not sweet. The addition of oatmeal in the mashprovides a rich, silky mouthfeel that adds to thecreamy texture.Weyerbacher Harvest AleWith the overwhelming hopsconcerns; worldwideshortages, unavailablevariety, substitutions,and price increases,brewers everywhereare scratching theirheads, wonderingwhat to do. DanWeirback, owner ofWeyerbacher BrewingCo., took matters into hisown hands and decided togrow his own hops! Dan nowlooks out his backwindow at 1500 hopsplants and a trellissystem that looksstraight out ofBelgium. Havingjust moved a yearago to a farm with24 acres, Dan had the available land for such anundertaking. After several months of research, Dan andhis wife, Sue, found a lot of good material on growinghops commercially, organically, and on a small scale.Turns out most hop farms in Europe are only 30 or 40acres. The Weirbacks met with several people from theAgriculture department at Rutgers University who hadrun an in depth study on growing hops. They discussedwith them the costs of putting in a hops field as well asthe obstacles they faced while running the project. Afterseveral discussions and viewing a video of WashingtonState Hops production, the Weirbacks were hooked! Aftercountless hours of hard labor with the help of somefriends, the hops have grown to lengths that haveexceeded expectations and they look great! Now comesthe test…the beer! Available in limited quantities thisfall, Weyerbacher Harvest Ale!10 Origlio Beverage • www.origlio.com HeadyTimes v.50

A New Brew from Dock Street: Sudan GrasSudan Grass is an American take on traditionalfermented sorghum beverages found in Africa. Thesesorghum “beers” play an important role in Africanculture. They provide nutritional sustenance, helpprotect against disease and infection and are used inceremonial practice. Traditionally, these beers were notonly fermented with cultured yeast but also with souringmicro-organisms such as Lactobacillus,although commercial examples tend tobe made with just yeast to avoidcontamination of other products.Sorghum is now producedcommercially all over the world,but is believed to have beenoriginally cultivated in Sub-Saharan Africa around the timeof 100 CE. This is the only areawhere it still grows wildly today.Also, sorghum is one of a few grainsthat can be used to produce “gluten-free”beer. Sudan Grass is brewed with a combination ofsorghum and house-toasted organic buckwheat. Slightlytart and fruity, the flavor of Sudan Grass Ale isreminiscent of a cider. All Centennial hops were used foran added American twist.Dock Street Brewery will be celebratingtheir one year anniversary on August 22,2008! Celebrate with them duringmonth of September!Samuel Smith’s Organic CiderMerchant Du Vin is proud to announce the newest addition to their family—Samuel Smith’sOrganic Cider. This Cider is high in antioxidants and is naturally gluten-free. Bright straw-goldwith excellent clarity, Samuel Smith’s Organic Cider has a light body, with brilliantconditioning, a crisp clean flavor, and a dry finish. The bouquet is fresh apples, with a softfloral note. The apple juice used to produce this cider contains a mix of apple varietiesselected to balance fresh apple flavor with tartness, acidity, andsweetness. Samuel Smith uses a wine yeaststrain to ferment their cider, providing aclean finish and allowing pure appleflavor to shine through. This cidertastes great with cream soups,rich dishes or salad withvinaigrette dressing. It workswonderfully to clear the palatewhen served with concentratedor spicy foods; a classiccompanion to pork dishes.HeadyTimes v.50 Origlio Beverage • www.origlio.com 11

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.Spaten BreweryThe history of the family ownedSpaten Brewery can be traced back tothe year 1363. The experience andknowledge gained from six centuriesof brewing was handed down fromgeneration to generation andcontinues today. The actual“modern-day” brewingtradition in Munich,Germany began in1807 when GabrielSedlmayr I, thebrewmaster for theroyal court, took overthe brewery. At thattime, the brewery wassmall, but he constantlyexpanded it until his deathin 1839. In 1851 his son,Gabriel Sedlmayr II, laid thecornerstone for what was to becomethe Spaten Brewery in the heart ofMunich, where it is located today, justa few blocks from the center of town.For over 100 years, the SpatenBrewery has been one of the mostimportant exporters of German beerand is the oldest brewery in Munich.With its beautiful beer gardens,numerous pubs and friendlyatmosphere, there is no other city inthe world that is so closely tied to beerculture than Munich. Spaten is aspecial symbol of the city’s flair.Munich is home to Oktoberfest— thelargest folk festival in the world!The history of Oktoberfest dates backto 1810 with the marriage of theCrown Prince Ludwig of Bavariaand Princess Therese of Sachsen-Hildburghausen. All of thetownspeople helped celebratethe event with tons of foodand rivers of Munichbeers. People were soexcited by the eventthat they haverepeated the festivalevery year since.From a Bavariancountryside to aninternational eventthat is celebrated allover the world everySeptember, Oktoberfest is theworld’s largest party! SpatenOktoberfest is the original beer of theOktoberfest celebration. Each year themayor of Munich personally taps thefirst keg of Spaten beer to officiallybegin the festivities.Over 600 years of experience inbrewing have made Spaten beersworld famous. Highly regarded bythose who know good beer, becauseno other beer is purer or more naturalin taste. Try a Spaten beer, and youmight just forget that there is anyother kind.HeadyTimes v.50 Origlio Beverage • www.origlio.com 13

Yuengling: Character You Can TasteYuengling has been brewing beerswith “Character You Can Taste”since 1829. In an effort to createawareness for what they’ve beendoing well from the beginning, theYuengling Brewery has developed anew advertising campaign promotingjust that. New print ads and outdooradvertising showcase this simple factand highlight their core brands –Lager, Light Lager and Black & Tan.Yuengling Traditional Lager, theirflagship brand, has become so wellrecognized in the Philadelphiamarket that you can ask for it simplyby the name “Lager.” Yuengling iscapitalizing on this success with abrand specific campaign promotingYuengling as “Lager’s First Name”.The final element of this campaignwill be new television advertisingthat will evoke the pride, heritageand success of the almost 180 yearold company. Stay tuned to see whythe brewery has earned the right tobe recognized as America’s OldestBrewery, still family owned andoperated today.14 Origlio Beverage • www.origlio.com HeadyTimes v.50

Oskar Blues Fires up New Canning LineOskar Blues Brewery continues toforge ahead on its quest for meetingdemand for its pioneering microcannedbeers.In March, Oskar Blues brewed thefirst beers in its new brewery andcannery. The facility sports a brandnew 50-barrel brewhouse and 35,000square feet of room boosts thecompany’s annual capacity from12,500 barrels to over 30,000 barrels.Now the nation’s first micro-canner ispackaging its highly acclaimed beers(Dale’s Pale Ale, Old Chub Scottish-Style Ale, Gordon and Ten FIDYImperial Stout) on a brand new canningline. The high-speed, high-tech lineallows the brewery to boost its canningspeeds by over 500%.“Our new canning line,” says OBB“Rainmaker” Wayne Anderson,“makes it so much easier for us tokeep our distributors stocked with ourbeer. In a few hours, we can nowpackage what used to take a couple ofdays.”Better still, the new gear has helpedthe brewery dramatically reduce itsalready low levels of dissolvedoxygen, to less than .5 milligrams percan. These incredibly low “packageairs” mean Oskar Blues beer will stayfresher for an even longer amounttime than before. Cans from the newcanning line also sport a “canned on”date printed on the bottom of eachcan to give customers confidence thatthey’re getting fresh, grade-A beer.“With this new equipment,” Andersonsays, “we’re providing maximumprotection of our assertive-but-elegantcanned beers. We’re going the extramile for our beer and our fans, tomake sure our beloved beers areimmensely fresh.”Samuel Adams Beer Lovers Choice– Variety is the Spice of LifeFor the fourth year running, Sam Adamswill let drinkers decide which new brewshould make it into the Brewmaster’sCollection, with the annual Beer Lover’sChoice promotion. No other beer brandputs so much power in the hands of itsconsumers. The folks at Sam Adamshave a goal of sampling and collectingvotes from more than 50,000 drinkersnationwide. Join them on the campaigntrail! One of these two styles will beadded to the award winning SamuelAdams family of beer in 2009…Blackberry WitbierA traditional Witbier with orange peel andcoriander, and a hint of blackberry. Thearoma has distinct blackberry notes with asubtle spice character. The flavor is complexwith malt and cereal notes, intense spiceand citrus flavors and a smooth, sweet/tartberry finish.Coffee StoutKnown as the “land of a thousand hills”Rwanda produces some of the world’s finestcoffee due to its volcanic soil, high altitudeand plentiful rain. For this stout, Rwandancoffee from The Thousand Hills CoffeeCompany is used. Thousand Hills roasts andsells Rwandan coffee and its proceeds helpsubsidize and support the building of schoolsin Rwanda. Sam Adams is thrilled to supportThousand Hills and are excited that theymade a special roast of coffee just for thisbeer. They started with a clean dry stout,brewed with a bit of smoked malt and darkroasted barley, and then aged it for oneweek on wholecoffee beans.The result is arich roasty flavorwith a smooth finish.vs.HeadyTimes v.50 Origlio Beverage • www.origlio.com 15

Fall into GuinnessGuinness was the first ever stout – aricher, darker form of porter with acomplex, robust taste, and full body.Guinness Draught boasts hints ofroasted barley and caramel with thecreamiest of aftertastes and issurprisingly low in calories (just 125calories per 12 oz serving). The keyingredients to great tasting Guinness –other then inspiration – are roastedbarley, hops, yeast and water from theWicklow Mountains. All GuinnessDraught is crafted in Dublin, Irelandat St James’s Gate Brewery andshould be served in a 20 oz tulipglass, using a two part pour between38 – 43 degrees (just like in Ireland)to create the perfect pint!Although Guinness is a brand toenjoy year-round, the fall is a seasonof growth for the brand. During the2007 fall tailgating season, dollar salesof Guinness Draught in a bottleincreased by 13.6% over the previousyear and total Guinness salesincreased 6.3% — more then twicethe growth of the import category!Keep the Guinness momentum goingthis fall with a strong brand presenceduring tailgating season and savor theincreased profit opportunities for you!Celebrate Halfway to St Patrick’sDay on September 17th andenjoy a perfect pint of Guinness –responsibly!Molson Canadian Back Label “Answer Honestly” CampaignMolson Canadian’s popular “backlabels” were re-launched in April,2008, with a line of “answerhonestly” questions such as: wouldyou prefer to be on the cover ofSports Illustrated or date a SportsIllustrated swimsuit model? Or, wouldyou prefer to never pay for gas ornever pay for beer? The labels areavailable on all promotional 12 ozbottles of Molson Canadian, CanadianLight, Molson Golden, and MolsonIce. The back labels promote thehonest flavor and easy finish ofMolson and their availability will beextended through the remainder ofthe year. Molson Canadian is knownfor its big taste and nice finish. AsJohn Molson once said “an honestbrew makes its own friends!”16 Origlio Beverage • www.origlio.com HeadyTimes v.50

Coors Responsibility: You Hold the KeyThis year, the Coors CorporateAlcohol Responsibility Groupis putting substantialresources behind one majorissue— drunk driving. TheResponsibility Groupcreated the Prevent DrunkDriving Program (PDD),focusing on three major beermarkets; Philadelphia, Chicagoand Denver. The program’s slogan is,“You Hold the Key—Never DriveDrunk”.“Our resources and sweat equity arebeing put into the three markets inthree major programs—cab rides,designated drivers and TIPS servertraining,” says Ed Van Den Ameele,Field Manager for CorporateResponsibility, who is shepherdingthe Philadelphia program. “It’s notsupposed to be a competition, and mycolleagues and I share ideas and helpeach other, but Philadelphia has thebest people resources,” says Van DenAmeele.Also working on thePDD Initiative are Origlio Beverageand the Brewer’s Philadelphia Team,as well as several retailers, taxi firmsand online media.Coors has partnered with 1-800-TAXICAB to encourage consumers toplan ahead and practice responsiblealcohol consumption by offering taxivouchers for discounted taxi fares atdesignated events at participatingbars. The Designated Driver programalso promotes consumer awarenessandsafety.Having adesignated drivershould become second nature,just like putting on your seat belt.Lastly, TIPS server training isprovided for accounts upon request.This program trains employees onacceptable standards of practice forserving alcohol.“You Hold the Key—Never DriveDrunk” is the “battle cry” and can beseen all around Philadelphia, onposters, POS, merchandise, speciallymade key chains and soon on SEPTAbuses and subways.Coors Light Silver TicketThe Silver Ticket programreturns for a third year,building on the success ofprevious years. With thisprogram, Coors Light andCoors Banquet providefans with uniqueaccess to the NFLthrough ticketsall seasonlong. Thispromotionruns fromAugust 1 thruOctober 31,2008 and brings withit many retailer benefits. Only CoorsLight can bring the power of the NFLshield and promotional packaging withthe NFL logo that will entice consumersand help create eye-catching displays.Special packages of Coors Light andCoors Banquet have official entry codesthat drive consumersonline for achance towintickets.Thisprogram alsocomes at theperfect time.Labor Day is the thirdhighest beer sellingperiod according to Beer InstituteBulletin, which coincides perfectly withthe NFL kick off!HeadyTimes v.50 Origlio Beverage • www.origlio.com 17

Retail Edge:Fumble and Recovery: A Speedy Response to Complaints Creates Good WillA study conducted by CornellUniversity’s Center for HospitalityResearch has found that while mostrestaurant patrons will voice acomplaint before leaving anestablishment, many dissatisfieddiners send letters or emails ratherthan engage in a face-to-faceconfrontation. One of the study’smain authors, Dr. Alex Susskind,stresses the importance ofresponding to these communicationsas if the person was still in therestaurant. “If the guest perceivesthat the restaurant cares little aboutthem or resolving the problem or istoo slow, the guest immediately says:‘The hell with it!’”To encourage repeat business andprevent negative word of mouthadvertising, managers need to trackdown disgruntled customers andresolve the matter to theirsatisfaction. The good news is thatmost patrons who have received anadequate response do not hold agrudge against the restaurant andwill return at a later date.At the heart of any complaint is the fact that expectations have not been met.Consider these recommendations to improve your “approval” rating:> Give managers wide latitude tocomp meals, desserts or drinks asan apology.> Require servers to report allcomplaints to a manager no matterhow small they may appear. Smallthings tend to add up over time.Heady Times would like to apologizefor a misprint in the last issue. In theRetail Edge article, “Put it in Writing,”Erin and Scott Wallace’s bar is theOld Eagle Tavern. We sincerelyapologize for the error.> Train servers to be more alert tocustomers’ facial expressions, moodswings and other nonverbal cuessuch as leaving too much food onthe plate. There could be aproblem in the making.> Prowl the internet for popularrestaurant blogs and restaurantreview web sites looking forunflattering comments about yourrestaurant. Track those peopledown and invite them back “on thehouse!”18 Origlio Beverage • www.origlio.com HeadyTimes v.50

The Beer Guy: Be The Beer-Tasting Kidby LewBrysonThe “Wax on;wax off” scenefrom the 1984 filmThe Karate Kid is afamiliar movie moment.Danny LaRusso begs to learnkarate from Mr. Miyagi, whoagrees to teach him…but then setshim to waxing his cars, sanding adeck, and painting a fence. Danny’sfrustration builds until Miyagi revealsthat the circular “wax on; wax off”motions were training the boy’smuscles to reflexive karatemoves.I write tasting notes onbeers, and I lead beertastings. I talk about thenotes of pear, fresh-crackedrock, warm bread, andgrapefruit peel I get from the beers.And people ask me how I taste what Itaste in beer, or ask me if I reallytaste “All that fruit and spice stuff.”They might say they can’t tasteanything but beer! They want toknow how to get all that out oftheir beer.I tell them, “Wax on;wax off.”Before they hit me, Iexplain that like Danny,they’ve been training tobe a beer taster all theirlives. They just didn’t realize it.Every day of your life, you eat, youdrink, you smell the world aroundyou. Your tongue only tastes fiveflavors – sweet, sour, bitter, salt, andthe ‘savory’ flavor called umami – butwhen those combine with themultitude of scents your nose canrecognize, you’ve got a broadspectrum.Most of us never really think aboutwhat we’re actually tasting. We justsay it’s “Good,” or “Spicy,” or“Delicious.” But every one of uscould be blindfolded and pick out abanana, or roast chicken, or pineneedles just by the smell.The knowledge is there,but we don’t use it.Take a fresh-pouredglass of beer – anybeer, it doesn’t matter.Close your eyes, andsmell it. As you’re smellingit, think of what the smell remindsyou of. Fresh-baked pie? Mowing thelawn? Ripe apricots? Just-cut lumber?Look for something, anything, thatreminds you of somethingyou’ve smelled before…thentake a sip and do the same.Scent memory is powerful;every time I slice a crispgreen pepper, an oldgirlfriend comes to mindbecause the perfume she wore –Alliage – had hints of that same freshscent. Smell your beer, and let theassociations happen.When they do occur to you, don’tjudge them, or be afraid to say themout loud. I just did a beer tasting lastweek where someone tasted SlyFox Royal Weisse – a beer withlow hopping rates – and said“That’s really bitter.” BeforeI could say anything, a moreexperienced beer drinker inthe tasting blurted out, “No, it’snot, weiss beers aren’t bitter!” Thefirst person looked stricken.I jumped in, and explained that whileRoyal Weisse isn’t very bitter fromhops, it does have a highercarbonation level,more fizz, thatgives theperception ofbitterness. Itook theperson’s glassand swirled andshook it to knocksome of the fizz out, then handed itback and asked them to taste it again.They agreed: big difference, and theycould now taste the banana I’d talkedabout. They were right, the beerdid taste bitter, but now it didn’t.Beer tasting isn’t some black artyou have to go to school tolearn, and it’s notsomething beersnobs and beerwriters made up tomake the rest of usfeel left out. It’s justlike tasting food. Yousmell, you taste, and youthink: what else smells andtastes like this? Then comes theimportant part: do I like that, andwhat do I like about it? That’s wherethe value of thinking about your beercomes home.The best thing about opening yourmind to tasting what’s in your beer isthat it will bring you to think moreabout what you’re tasting every day.You’ll taste new things in your food,in your other drinks, and smell newthings on the breeze.Your world ofpleasures willexpand. It’snot all aboutbeer, afterall; trainingaside, Mr.Miyagistill gothis carswaxed.seesmelltasteHeadyTimes v.50 Origlio Beverage • www.origlio.com 19

Continued from front pageH. T.: What makes the new webordering system so great?Lewis: The new system is extremelyreliable and intuitive. It givescustomers complete control over theordering process. Customers are nowable to see every product available intheir county, giving them totalvisibility to the entire product line…over 1,200 items. Special instructionscan be sent along with a completedorder and there is also a nifty safetyfeature that saves incomplete ordersinto a restorable state in case of apower outage or inadvertent log-off.H. T.: How can a customer submit aweb order?Lewis: Any customer whohas access to the internet cansend web orders! They can godirectly to www.origlio.comand click on the “WebOrdering” button on the homepage. Their Origlio sales repcan help get them started ifthey encounter a problem.H. T.: Do you foresee anychanges to the ordering site?Lewis: In the futurecustomers will be able tocreate “standing order sets”and view 12 month item saleshistory.H. T.: Thanks, Marc!Above, top: An order in the process of being built.Above: One way to add items to an order is by showingthe list of all items from the last six orders.Left: Once logged on, customers can select from a list ofbrands available to their county.3000 Meeting House RoadPhiladelphia, PA 19154PresortedFirst ClassU.S. PostagePAIDBensalem, PAPermit No. 118