GO GUINNESS - Origlio Beverage

RetailEDGEFlavor and Profits: Jammed into CansCraft beer in cans is in themidst of a boom and as aretailer, this is one of themany trends to be aware of. Despitethe deeply rooted stigmas that canbeer is cheap and inferior in qualityto bottles, can beer continues toprove the opposite.According to Beernews.org, “Whatbegan as a joke just eight years agohas launched a beer can revolution.Today, Oskar Blues Brewery is notonly the pioneer but the leader of themovement, experiencing a 45%increase in shipments and a 54%increase in retail sales nationally.”The benefits justify the numbers. Ifthere is one thing craft brewers andconsumers are concerned with, it isconsistent quality. Today, cans havewater-based liners inside to protect theliquid from the aluminum. Cans alsooffer a barrier that protects the liquidfrom light exposure and a completeseal to keep the quality of the liquidsuperior. In addition, cans are moreuser friendly. They travel lighter,recycle easier, chill faster andare shatter-proof. Where bottlesare restricted, cans dominate.This creates a massive marketto be expanded.Operationally, with no labels orglue to take into account, the savingscould be up to $3 to $4 per caseand the cost of shipping tends to beless because of the lighter weight.Lower production costs could result ina higher margin.At the end of 2010 there were morethan 79 known craft breweries with atleast one brand available in cans.Beernews.org expects that by the endof 2011 there will be at least 100craft breweries offering beer in cans.As a retailer, it’s time to recognizethe movement and join the can beerrevolution!Killian’s St. Patrick’s Day – Drink. Vote. Win.There’s no better way to celebrate St.Patrick’s Day than to enjoy a pint ofKillian’s Irish Red in the pub that wasGeorge Killian Lett’s favorite inIreland. Leading up to and during St.Patrick’s Day, the Killian’s brand willoffer consumers the chance to travelto Enniscorthy, Ireland via a nationalsweepstakes program! Off-premise,the sweepstakes will be driven by onpackcodes (on 6 and 12-packs) thatconsumers enter online for theirchance to vote for a Killian’s St. Pat’s“pub rule”. On-premise consumerswill be invited to enter thesweepstakes via text-to-entercodes/details printed on all onpremisePOS materials.Once the consumer casts their vote,they are automatically entered in thesweepstakes. Of the votes cast onlineand codes submitted via text entry,five lucky consumers will be selectedas the winners of the “pub rules”sweepstakes. This program features awide array of both on and offpremisetools and POS to generateconsumer excitement. Celebrate St.Patty’s Day with Killian’s Irish Red!24HeadyTimes v.63 www.origlio.com