ACTIVE AGERS POST-PANDEMIC SALES COULD HELP DRIVE - Amoskeag Beverages
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Summer 2021 | V.36
ACTIVE AGERS
COULD HELP DRIVE
POST-PANDEMIC SALES
Delivering Excellence Seasonals Rethinking Retail New Products Programs
LIARS BENCH BEER C O. | SUMMER SELECTIONS | MEET THE NEW MOLSON COORS
Letter toTHE TRADE
In This
ISSUE
Delivering the
Taste of Excellence��������������� 1
Cover Story������������������������� 2
Dogfish Head Hazy-O!�������� 4
Bookshelf���������������������������� 5
I Feature������������������������������� 6
T GOES WITHOUT SAYING THAT THE LAST 15 MONTHS HAVE BEEN SOME
of the most challenging that our industry has ever had to face. After over a
year of uncertainty with all the unexpected curveballs the pandemic threw
at us, we’re on a good path right now and we couldn’t be more excited to see Brewer Highlight����������������� 8
New Hampshire businesses fully reopened. Thanks to the perseverance of our
friends and neighbors, life is starting to look a whole lot more normal, as gyms,
Loudon Mart�������������������� 10
theaters, stores (and most importantly for our industry) bars and restaurants
have returned to full capacity.
Of course, navigating the new changes and lifting of restrictions is its own Tower Hill Tavern &
overwhelming process. As proud partners in business, we want to assure each The Big House������������������ 11
and every one of you that the team at Amoskeag Beverages is here to help you
and your business adapt as we move into summer. In fact, this issue of Heady
Why You Should Be Selling�� 12
Times highlights a number of topics that we believe will be helpful to you as
business continues on its journey to normalcy.
With folks looking to get out and grab dinner and drinks, it’s an important New Products������������������ 13
time to remember that “active agers” are a vital, and oftentimes overlooked,
demographic. We hope the cover story, Active Agers Could Help Drive New Packages����������������� 14
Post-Pandemic Sales offers some insight into the importance of selling to
consumers over 50. And now is a great time to re-familiarize yourself with local
craft cornerstones like Liars Bench and Fabrizia (profiles on pages 8 & 12), as Seasonal Selections���������� 16
well as innovations and new brands coming from larger suppliers like Molson
Coors (page 6).
Programs������������������������� 19
We would also like to applaud our incredible customers, suppliers and
employees on how well we’ve all worked together to adapt and evolve. With
high vaccination rates and cases of COVID-19 continuing to trend down in NH, Rethinking Retail�������������� 25
we are poised for a great summer season. We hope you are able to spend time
with family and friends after so much time apart, whether it’s over dinner and a
few beers at a favorite local restaurant or in your own backyard.
Cheers to a happy and healthy summer!
Scott Proulx Ed Murphy
VP of Sales President Heady Times is published four times a year, courtesy
of Amoskeag Beverages.
DeliveringTHE TASTE OF EXCELLENCE
Amoskeag People Get The Job Done
Joe Randlett
Controller
What does your job entail? My job as Controller is to manage/handle
all things within the finance and IT department. It’s a wide range of
responsibilities, but ultimately I need to account for all finance-related
activities and be able to present them in a timely & accurate manner, as
well as make sure we have the appropriate and adequate technology to
be a leader in the industry.
What did you do before this job? I worked as a financial analyst in the
healthcare industry.
What do you like to do in your free time? The main thing I like to do
for fun is spend time with my family, I have two boys, 6 and 3 years old
who keep things very fun. I also love to hike, mountain bike, and kayak.
When COVID is over, I can’t wait to_____? I can’t wait to have Most used emoji? My most commonly
BBQs again with friends and family, where we talk about anything used emoji is probably the Shrug. I just
except COVID. feel it fits so many situations. Do I know
the answer? Say something embarrassing?
If you could have a superpower what would it be? If I could have
Shrug . It just fits.
any superpower it would be teleporting. I’d love to be able to cut down
on the drive home from long weekends and trips up north and just be My dream vacation is a trip to____? My
back in my house instantly. Also, it would be very helpful in traveling and dream vacation would be a trip to New
seeing new places. Zealand. I would spend my time exploring,
hiking, camping, and kayaking.
If you were stranded on a desert island, what 3 things would
you need to bring? I think I would be happy with my cell phone, my Favorite movie? My all-time favorite
hammock, and a cooler full of Sam Adams. That would keep me in movie that I will never pass up watching is
vacation mode for quite a while. Billy Madison.
Brian Ouellette
Route Driver
How long have you been with Amoskeag? I started working at
Amoskeag after high school graduation. It’s hard to believe it’s been
21 years!
What do you like most about your job? I work with really good people.
Don’t get me wrong, it’s hard work, but I find it really rewarding.
What do you like to do in your free time? I love spending time with
my family. In the winter, I like hitting the slopes and doing some skiing.
When the weather warms up, I’m an avid fisherman. *Note: The photo is If you had a Talk Show, who would be
taken kayaking off the coast of Maine. your first 3 guests? I’d have the late Ted
Williams, baseball MVP for the Red Sox,
My dream vacation is a trip to____? Hawaii. My wife and I visited
guitarist Dave Grohl who founded the band
Kauai years ago, it was an amazing trip. I’d love to go back and this
the Foo Fighters and was the drummer with
time, take the kids too.
Nirvana. Lastly, I’d love to have my late
Favorite movie? Forrest Gump. grandfather as a guest.
www.amoskeagbeverages.com HeadyTimes v.36 1
CoverSTORY
Active Agers Could Help Drive Post-Pandemic Sales
Consumers over 50 are drinking more, spending more and embracing innovations. So, why do we
ignore them?
A
s millennials and Gen Z age into their buying power and become a larger
and larger segment of legal drinking age consumers, it seems like they’re
the only demographic that the beer market cares about. Most innovations
in beer are targeted almost exclusively at those consumers, and yet, older
generations have more money than their younger counterparts, are open to
innovation and exhibit stronger brand loyalty. Here’s why the industry should Unlike younger generations, active agers tend to be more loyal to
embrace over-50 active agers as the key to post-pandemic growth in beer. brands they love but are open to innovations that fit their lifestyle.
Chase the Dollars But recent studies have shown that the
American population is staying active and
Millennials are now officially
healthy for longer and are consuming
the biggest generation,
more alcohol than previous generations.
but boomers aren’t too far
According to a December 2020 report from
behind. When combined with
Rabobank, consumers over 50 accounted for
older members of Gen X,
39% of U.S. alcohol consumption in 2019,
they represent a significant
up from 29% in 2007. And while many
portion of the population,
assume older drinkers become set in their
and they have more money
ways as they age, there are many consumers
than their kids. “Many
over 50 who are open to new experiences
dollars are spent towards
– but the industry rarely makes the effort to
Living longer and drinking more – a recent study by Rabobank showed that advertising to millennials. educate and recruit them.
per capita alcohol spending of consumers aged 65-plus has doubled since 2004. We cannot forget about
the over-50 customer,” There’s also a perception that advertising,
says Scott Proulx, VP of Sales. “After all, this group has the largest especially in the social media age,
amount of discretionary income available to them.” doesn’t reach over-50 consumers. But
75% of Americans aged 50 to 64 have
As the beer industry faces the challenges of a post-pandemic world,
smartphones, while Americans over 50
older drinkers with deep pockets could play an important role in
spend nearly $7 billion online annually.
getting the market back on track. Active agers are eager to get back to
“normal,” whether that’s enjoying a drink on-premise or hosting backyard The key is keeping marketing relevant to
celebrations. the lives of active agers. Find them where
they are, whether it’s TV, Facebook (their
“Occasion-based drinking still applies to the 50+ demographic,” says
preferred social media outlet) or in your
Tim Quinn, Regional Sales Director at Amoskeag. “From personal
store. If over-50 consumers are a key
experience, if we’re tailgating, hanging by the firepit or at the beach we
demographic for you, Corona’s classic “Find
tend toward products that are consumed in volume (like lighter beers or
Your Beach” POS might promote sales
seltzers). If we’re having a dinner party, celebrating a special occasion or
more effectively than the brand’s new ads
celebrating holidays, the beverage is usually more high-end like Corona,
featuring Snoop Dogg – though you might
or a craft beer. And if it’s a beer after yardwork or with takeout, it would
be surprised by which of your customers
usually be an ‘old favorite.’”
are down with the D.O. Double G!
And while active agers may drink more moderately than their
younger counterparts, they also drink more regularly, and tend
Brand Loyalty
toward quality over quantity. The over-50 demographic tends to favor value
and traditional brands and stick to options
Missed Opportunities
they know and are comfortable with. But
In their rush to cater to younger drinkers, breweries can inadvertently active agers are more open to innovation than
leave the over-50 crowd out of the conversation. That’s a mistake, some give them credit for, and once they find
according to Bart Watson, Chief Economist for the Brewers Association, something they like, they’re highly loyal.
who says that the 50+ demographic is often disregarded because
“Although older consumers do have their
“they’re seen as already being set in their preferences with fewer
favorite brands, they still want to try
consumer years ahead of them.”
new things and keep up with the trends,”
2 HeadyTimes v.36 www.amoskeagbeverages.com
CoverSTORY
says Proulx. “Craft beer Boomers Love Better-For-You
has been a catalyst with
the 50+ consumer to Older consumers are often disregarded in marketing
try new brands, styles campaigns because it’s assumed that they won’t gravitate
and flavors. This trend to new categories, when in reality, the industry has never
has carried over to marketed these products to them. Trendy, BFY products
“Because the over-50 consumer does recent innovations like like hard seltzers or sessionable craft beers are seen as
not typically consume as much as a seltzers, teas, lemonades the dominion of younger folks, but active agers could
younger demographic,” says Scott and more.” easily be a huge market for these products. They often
Proulx of Amoskeag Beverages, “they contain fewer calories and carbs and have lower ABVs
seek quality over quantity.” The challenge, explains while remaining great-tasting, premium products – all keys
Quinn, is finding a to success with the over-50 market.
seamless way to
introduce change into Low-alcohol and NA beers in particular are a great choice for
a consumer’s regular the over-50 consumer who chooses to cut back on alcohol,
routine. But the but still craves the taste of their favorite beer. And because
opportunity is there, craft options in these categories command a premium price,
and even better, older it’s a win-win for both retailer and consumer.
The recent trend of smaller craft
beer packages could appeal to older customers aren’t likely
drinkers, whose drinking habits tend to drop their favorite Dogfish Head Lemon Quest
to be much more moderate compared brands when they try
to younger drinkers. new ones. Packages of this NA brew, a fruited wheat beer made
with lemon purée, blueberry juice, acai berries, monk
“I see many 50+ consumers entering fruit and sea salt, showcase the logo of the Nature
accounts and inquiring about new and Conservancy to communicate Dogfish’s longtime support
different items they saw on TV or heard about and new partnership with the environmental group.
from their friends,” Quinn says. “At first, they
look for a small package, because they’re
not sure of the taste, or because it looks like BrewDog Light Speed
something their wife would enjoy, so they Light Speed is a super session hazy IPA coming in at
often get what they came in for, plus that 4% ABV and only 100 calories. This beer packs a hoppy
new package they heard about.” punch and depth of flavor that belies its modest stature.
Boomers Just Want to Have Fun
Ultimately, the most important thing is to Night Shift Nite Lite
remember that – just like their millennial and With a low 4.3% ABV, Night Shift Nite Lite is a truly
Gen Z counterparts – consumers over 50 delicious craft light lager that will pair all night with every
still want to have fun with their friends party. The beer pours sunny gold with a soft, white head
and enjoy a couple of beers! with aromas of fresh bread on the nose. Sips crisp and
“We still like adventure, hanging with friends refreshing, with hints of biscuit and citrus.
and living the good life,” says Quinn. “I’m
as active in my 60s as I was in my 20s and Samuel Adams Just The Haze
30s… But the 50+ consumer probably knows
Unlike the watery mouthfeel and unfamiliar
what it means to want to relax after a hard day
taste of many of today’s NA options, Just
at work… the pressures of life… and the need
The Haze is full-bodied with a smooth
for a little escapism with a couple of beverages
finish and features consistent IPA foam
even more than the younger generation!”
character, deep head retention, a golden
color and medium haze.
“It’s very important to advertise
products to the over-50 customer. After Harpoon Rec. League
all, this group has the largest amount of Harpoon spent 18 months developing their beer
that packs all the flavor of a New England IPA into a
discretionary income available to them.” crushable, better-for-you brew. Low in alcohol, light in
— Scott Proulx, Amoskeag Beverage’s calories and just a little hazy, Rec. League was crafted
VP of Sales to be the #1 cool-down companion.
www.amoskeagbeverages.com HeadyTimes v.36 3
DogfishHEAD
Hazy-O! Hits the Spot
Dogfish Head’s new hazy IPA with oat milk hits the bullseye of
BFY flavor.
I
F YOU’VE GOTTEN A COFFEE ANY TIME IN THE LAST FEW YEARS, YOU
might have been offered a dairy-free milk alternative by the barista: oat
milk. Oat milk is creamy, full-bodied and silky-smooth, making it a top-
notch coffee companion, whether or not you avoid dairy in your diet.
But did you know that you can also use oat milk in… beer? It may sound
strange, but coffee culture and oat milk inspired Dogfish Head founder
Sam Calagione to create the first nationally distributed IPA brewed with
oat milk: Hazy-O!
“After hearing so many anecdotes about oat milk, I did some research,”
Calagione says, “And after seeing its skyrocketing popularity, I got to
thinking: I bet this would be the perfect ingredient upon which we could
build the recipe for an awesome hazy IPA.”
Oat milk is the second most popular plant-based milk, a category that
reached about 14% of the total milk market last year. And while almond Calagione says he looks for inspiration for his brews everywhere
milk still reigns supreme in the segment, oat milk sales grew over 200% except the craft brewing industry. Hazy-O! was inspired by a barista
in 2020, thanks in part to the health and sustainability halos of the at an indie coffee shop.
product. Combine that kind of growth and BFY credentials with hazy IPA Hazy-O! in limited-edition 16 oz. cans at their
– which, as Calagione notes, is one of the biggest styles in craft – and Rehoboth brewpub.
you’ve got a surefire winner.
“The beer flew off our shelves,” says
But brewing Hazy-O! wasn’t as easy as dumping oat milk into the kettle. Calagione. “It was that response from
Calagione says that it took Dogfish Head over a year of “methodical our coastal Delaware fans, as well as the
experimentation and methodical drinking” to dial in the recipe. exponential growth of both hazy IPAs and
“Oat milk adds a unique characteristic to Hazy-O! that we were not able oat milk that allowed us to bring this beer to
to replicate otherwise,” he says. “Along with the addition of malted, folks across America as a year-round SKU
rolled and naked oats, oat milk provides the beer with a silky-soft as quickly and as confidently as we did.”
mouthfeel – and that mouthfeel actually makes it drink like a refreshing Dogfish plans to take Hazy-O! all the way,
5% ABV session IPA, rather than the 7.1% ABV powerhouse that it is.” line-pricing the beer with their “core 4”
The final product is a fantastically balanced hazy IPA that avoids common – SeaQuench Ale, Slightly Mighty, 60
pitfalls of the style while delivering on the tropical notes and mouthfeel Minute IPA and 90 Minute IPA – and
that hazy fans crave. Hazy-O! has a strong aroma of pineapple, tropical including it in their new summer variety
and citrus notes – like a less sweet, more bitter piña colada – with hints pack, The Box That Goes BOOOOM! The
of nutty oats and an overall lightness that belies its ABV. hazy IPA is also now available in 2/12-pack
cans, in addition to 6-packs and draught.
After testing the recipe with patrons at their Delaware properties, Dogfish
Head knew they had a hit on their hands. In October 2020, they released And it makes sense for the brewery to
double down – not only is Hazy-O! a pitch-
perfect hazy IPA, it has serious crossover
potential. Since the beer is made with
oat milk rather than lactose, the beer is
a-okay for vegan consumers and those with
lactose-free diets.
“With Hazy-O!, we were able to create a
true hazy IPA that can appeal to many
different audiences,” Calagione says. “It’s
a great addition to our existing lineup of
active lifestyle-centric beers with a flavor
profile that grabs the attention of not only
wellness-conscious consumers, but also
Dogfish Head’s in-house team designed Hazy-O!’s stunning label art, inspired by the sun setting over the Atlantic
those who are lactose intolerant or vegan
Ocean and the beer’s hazy golden hue & oat additions.
and of course, hardcore craft beer geeks.”
4 HeadyTimes v.36 www.amoskeagbeverages.com
Bookshelf
The Beer Diet: How to Drink Beer and NOT Gain Weight
By Gary Greenberg
If you’re like us, after spending Quadraphonic, a 10.5% ABV Belgian- – doesn’t quite work either. Instead,
over a year (mostly) indoors, and style quadruple ale from Barrel of Greenberg provides a helpful guide
with a semi-normal summer on the Monks”), Greenberg quickly makes on moderation.
horizon, nothing sounds better than readers feel like drinking buddies.
The Beer Diet is a one-stop-shop
spending time on the beach with
But beneath Greenberg’s quick for learning how to lead a healthy
your toes in the sand and a cold beer
wit and amusing anecdotes is a lifestyle while keeping your fridge
in your hand. If you’re also like us,
thoughtful and balanced approach stocked with your favorite IPAs. He’s
you may have been neglecting your
to a healthy lifestyle, while also even included healthy soup recipes
exercise routine during last year’s
indulging in beer from time to time. and a bonus chapter on The Body by
COVID shutdown.
For instance, while he doesn’t count the Numbers, “just so you know what
Fear not, beer geeks! Gary calories, Greenberg is very aware of you’re made of.” With its compact
Greenberg’s delightful read, The Beer what he’s putting into his body. That size and Greenberg’s personable
Diet, will have your beach bod back means eating healthy during the approach, The Beer Diet makes a
in no time – without swearing off your week and being proactive about the fantastic beach read, whether you’re
favorite refreshing adult beverage. An way your body works so you can be already careful about what you
avid homebrewer and rugby player who vigilant for signs of something wrong. consume or are looking to adjust
describes himself as “an old boy who He’s a big advocate of exercising your lifestyle.
still fits into his size 32 rugby shorts,” 30-45 minutes every weekday and
If you want to stay trim and enjoy
Greenberg has been dedicated to also believes in the benefits of Dry
drinking beer for many years to
making small adjustments to his January, the new phenomenon of a
come, you need to read this book!
lifestyle that help make a huge month-long abstinence from alcohol.
difference to his waistline.
He’s sworn off soda, fruit juices
Greenberg first heard about The Beer and sports drinks and takes five
Diet in 1970 from his brother Rick, supplements a day that support all
who adopted it as a game plan for seven cell functions. Greenberg also
a beer-lover to live a healthy lifestyle advocates understanding the dangers
“even in a world with an ever- of too much alcohol. “Drinking more
increasing selection of high-calorie, than two 5% ABV beers a day has
high-carb, craft beers.” proven to be harmful to health and
longevity for men,” writes Greenberg.
Greenberg’s quirky and informative
“And that number drops to one for
prose takes readers on a trip through
women.” The secret, of course, is
the history of beer, addresses
not to overindulge, while following his
where the myth of the beer belly
other helpful tips to compensate.
originated (and it is a myth, folks!)
and even delves into some of his The book itself makes it very clear
homebrewing adventures. that it is not intended to promote,
encourage or condone alcohol abuse.
Breaking up historical tidbits and data
However, he also acknowledges
with refreshing Beer Breaks (“It’s
that Nancy Reagan’s 1980s-era
Friday afternoon and I’ve just cracked
anti-drug campaign – “Just say no”
open a 22-ounce bomber bottle of
www.amoskeagbeverages.com HeadyTimes v.36 5
Feature
Meet The New Molson Coors
The beer giant is embracing change – and total beverage
– with new partnerships and brands.
I
f you thought you knew Molson Coors, think again. The Chicago-based
company recently encapsulated its evolving ethos with a new name – Wine Spritzers are tasty and refreshing
Molson Coors Brewing Company is now Molson Coors Beverage Company without the guilt.
(MCBC). It’s a small change with big implications: MCBC is embracing all Also new to the MCBC stable is Hop
Valley Brewing Co., an Oregon brewery
things beer, but reaching far beyond. with a refreshingly different take on IPA.
For over two centuries Molson Coors has been brewing beverages that Hop Valley made their name
unite people to celebrate all life’s moments. From Coors Light, Miller with their innovative Cryo
Lite, Molson Canadian to Coors Banquet, Blue Moon Belgian White, Hops, which utilize food-
Vizzy, Leinenkugel’s Summer Shandy, Hop Valley and more, Molson grade, lupulin-laden debris
Coors produces many beloved and iconic beer brands. left over from the creation
of hop pellets to brew an
Teamwork Makes the Dream Work easier-drinking, less bitter IPA.
Since 2019, the company has announced a plethora of new ventures, Harvested from hop cones
new brands and new line extensions, strengthening their position as one of via liquid nitrogen, Cryo Hops
the world’s top beverage companies. are the key ingredient of the Bitterness is a key barrier
brewery’s popular IPAs, the to consumer adoption of
In September 2020, MCBC began a joint venture with Yuengling to bring
Stash series, which have all IPAs. Thanks to the use of
America’s Oldest Brewery to more states throughout the U.S. Yuengling
the juicy flavors and tropical Cryo Hops, Hop Valley’s
brewers will work with their counterparts at Molson Coors’ to make the flagship Bubble Stash is
aromas that drinkers love,
Yuengling brands more accessible to new markets. No word yet, on when less bitter than over half of
without the bitterness. The the leading IPAs.
and if Yuengling will come to New Hampshire.
brand has already enjoyed
Moreover, the company has taken several steps toward its hard seltzer plenty of success on the West Coast, and
ambition, which is a key part of its “beyond beer” approach. Coming Hop Valley ranked as one of the hottest
to hard seltzer, the company’s share in the U.S. hard seltzer segment top-20 craft brewers in the U.S. even before
increased to more than 50%, which is higher than what it was at the their nationwide expansion earlier this year.
beginning of 2021. Progress on expanding the hard seltzer portfolio was
Innovation is the Key to Success
marked by the launch of Topo Chico Hard Seltzer in the first quarter
of 2021. But MCBC hasn’t forgotten about their
biggest brands. In fact, the company has
In the spirit of capturing their fair share of total beverage, MCBC also
seen massive success – and brought growth
announced a partnership with the top above-premium player in
to beer – with line extensions like Blue
RTD coffee, Philly-based coffee roasters, La Colombe. According
Moon Light Sky. Light Sky, a lower-calorie
to Pete Marino, MCBC’s president of emerging growth, RTD coffee
extension of #1 craft beer Blue Moon Belgian
is “close to the size of the hard seltzer category, at nearly $4.5
White, has been a huge hit with consumers,
billion in revenue – and it has the chance to double in the years
becoming the #1 new beer in 2020. To
ahead.” MCBC and La Colombe have struck a 10-year deal, which will
capitalize on that growth, MCBC is working
see MCBC distribute non-alcoholic La Colombe products to convenience
on growing distribution for the brand and
and drug stores, and eventually to their entire footprint.
considering other Blue Moon line extensions.
“When you’re David and you’re looking for your Goliath to become
The Coors brand is also getting some love,
besties with, you want the biggest, strongest one,” La Colombe CEO
with two new offerings launched this
Todd Carmichael told Beer Business Daily. “And Molson Coors has
year: Coors Seltzer and Coors Pure.
displayed that over decades. So for me, it was kind of a no brainer.”
Coors Pure, which is MCBC’s first USDA-
MCBC is also identifying what’s heating up in total beverage and bringing certified organic beer, is refreshingly simple:
competitive new brands to market. Earlier this year, the company a light lager with a subtle malt sweetness
launched wine spritzer brand MOVO nationwide, and were able to along with low bitterness and slight citrus
bring their innovation to New Hampshire. MOVO Wine Spritzers are made hop notes. With only 92 calories and
with real wine, sparkling water, real fruit juice and natural flavors, and zero sugar, Coors Pure tastes light and
come in trendy, colorful, slim can packaging that draws the eye. With effervescent, with a clean mouthfeel and
just 100 calories, no added sugar and a sessionable 5.5% ABV, MOVO minimal aftertaste.
6 HeadyTimes v.36 www.amoskeagbeverages.com
Feature
New & Now from Molson Coors
MOVO Wine Spritzers
MOVO is available in three flavors
– Peach White Blend, Raspberry
Rosé and variety pack exclusive Blood
Orange Sangria – which all contain
fewer calories and less than half the
sugar of the leading wine spritzer
competitors, capitalizing on growing
This limited-edition flavor is bursting with nostalgia and creamy health and ready-to-drink format
orange flavor, designed to get summer poppin’. trends that shoppers seek.
Coors Seltzer, the first hard seltzer
Hop Valley Stash Pack
rooted in giving back, has distinguished
itself in the seltzer space by making it Since Hop Valley is new to the
easy for consumers to make a positive Northeast, they made sure to capture
impact. Each 12-pack of Coors Seltzer the true power of Cryo Hops – their
purchased helps restore 500 gallons innovative hop processing technique
of clean water to rivers throughout the that produces an easier-drinking,
U.S., including the Allegheny and Delaware less bitter IPA – with the Hop Valley
rivers. And since it’s certified gluten-free, Stash Pack. The Stash Pack includes:
crafted from real cane sugar and only 4.5% Bubble Stash, a tropical IPA; Mango
ABV and 90 calories per 12 oz. serving, & Stash, a double punch smoothie of fruit and hop
Coors Seltzer makes giving back BFY too. flavors that will leave you craving a sequel; Stash Panda,
The brand will be expanding its offerings a hazy IPA brewed with grapefruit peel and Cryo Stash,
this summer with a limited-edition a melding of citrus, malt, hops and real fruit to saturate
Orange Cream Pop flavor, sure to stand the senses.
out in the growing hard seltzer market.
MCBC has made some exciting changes Coors Pure
over the past two years, but their evolution
Coors Pure is USDA-certified organic and made
as a company isn’t just about challenging
with simple, quality ingredients: organic barley,
perceptions of what the beverage market
organic hops and water. Available in original
can be. It’s about improving the long-
Coors Pure and Coors Pure Hint of Citrus, this
term health of both MCBC and their
is a seriously sessionable beer at 3.8% ABV.
wholesaler and retailer partners.
La Colombe Draft Lattes
“[MCBC will] undoubtedly be Local coffee and beverage company La Colombe’s
above-premium RTD, non-alcoholic draft lattes are
a beer-dominant company for available in four flavors: Triple Shot, Vanilla, Mocha
and Caramel.
generations. But we no longer
live in an either-or world… Coors Seltzer
Coors Seltzer is currently available
we believe we can be a great in a variety pack of four refreshing
beer company, and a great flavors, each only 90 calories: Black
Cherry, Grapefruit, Lemon Lime
beverage company.” and Mango. And this summer, the
brand will launch a unique, limited-
— Pete Marino, MCBC’s edition flavor, Orange Cream Pop,
President of Emerging Growth sure to be an instant fan favorite.
www.amoskeagbeverages.com HeadyTimes v.36 7
BrewerHIGHLIGHT
Liars Bench Beer Co.
H
oused in an old plumbing supply warehouse at 459 Islington Street,
in Portsmouth’s up and coming West End, Liars Bench Beer Co. is an
independently owned nano-brewery, taproom and biergarten. Heady Times
caught up with co-founder, Dagan Migirditch to learn more about this cool and
unique spot, which is brewing up some tasty, top-notch beer.
Heady Times (HT): Why did you and your UNH college roommate,
Dane Nielsen, decide to start a brewery? And why did you
choose Portsmouth?
Dagan Migirditch (DM): Although we didn’t know it at the time, Liars
Bench was conceived during our junior year of college, when Dane
and I built a Wayne Gretzky-themed bar in our first apartment. I think
that’s what kicked off our mutual interest of one day owning a watering
hole. Six years after graduation, we both found ourselves employed in
positions of leadership. Dane was a lead brewer at Magnolia Pub in San
Francisco, and I was managing restaurants in Portsmouth. Whenever
we’d meet up for some beers, we’d dream of combining our experiences
of opening a brewery. At that point in time (2014/2015), we both felt
“ready.” We chose Portsmouth because we love it and we wanted to call
it home.
HT: Are you and Dane Nielsen NH natives?
DM: We are not. Dane is from CT and I am from NY. We are however, From left: co-founders, Dagan Migirditch & Dane Nielsen
UNH alumni. And except a brief, five-month stint in Boston, I haven’t left
NH since freshman orientation. HT: Tell us about your beer lineup.
HT: What’s the meaning behind the name Liars Bench? DM: We’ve brewed over 100 unique beers,
but our flagships are Young Upstart IPA,
DM: Liars Bench is an old Americana term. We discovered it in an article
Love Duck Pale Ale and No Dice Pilsner.
about the Appalachian Trail. Up north, where the trail ends in Katahdin,
We run the gambit, but when we brew a
there is a famed Liars Bench. Two stumps of wood, two planks nailed
beer, we brew it with intention, and we
to the stumps to form a rudimentary seat, it’s where thru-hikers gather
brew it to exemplify the style. Whether it’s
to tell stories of the trail. After finding the name we were immediately
a saison, a rauchbier or an American light
drawn to it. Frankly, we just liked how it sounded. But as we started to
lager, our aim is to produce a superior
research the term, to trace its roots, we realized it perfectly captured our
product, free of off flavors and true to
brewery’s ethos. A Liars Bench is a town gathering place. You’ll find one
form. We never want to hear, “this beer
on a fishing pier, outside a general store, at a brewery… and at the Liars
is interesting.” What we want to hear is,
Bench, folks gather to tell stories. The stories are meant to entertain, so
“I’ll have another, and then another and
if the truth is bent a bit in the process, so be it. What pairs better with
then another.”
beer than that?
HT: How would you describe your
taproom, biergarten and bodega?
DM: We are housed in an old plumbing
supply warehouse and we embrace that
aesthetic. Our taproom has an industrial
feel with large garage doors and long
communal tables. Pre-COVID we were a
raucous, bustling community catchall on
the weekends and a cozy sipper spot on
the weekdays. Our biergarten is lush and
abuts an active train track. We’ve got big,
beautiful shade sails and a neighborhood
park vibe. The bodega was born out of
8 HeadyTimes v.36 www.amoskeagbeverages.comBrewerHIGHLIGHT
COVID as a way to embrace our local Liars Bench Starter Pack
makers, artists and chefs (while also If you’re new to Liars Bench Beer Co., start out
repurposing our vacant taproom). It has the with their core lineup, which has transformed
feel of a country store. them into a popular brewery at the seacoast
HT: Tell us about your food menu in the and beyond.
taproom – what are your top-selling
items?
DM: We’ve got a great chef who has Young Upstart IPA
created a menu that resembles items one
can get from a food truck. We do funky An assertive but balanced IPA with passion fruit, apricot
hot dogs and sausages, killer sandwiches, and pine. 6.6% ABV
snacks and desserts. Our signature item
is the Chopped Cheese, a NYC bodega
special that’s half cheeseburger and half
Philly cheesesteak. It makes me salivate Love Duck Pale Ale
just thinking about it. A pale ale with big berry, mango & pine flavors and a
HT: How have you had to change the touch of caramel. 5.5% ABV
way you do business due to COVID? Are
you seeing things slowly getting back to
a new normal?
DM: We embraced the bodega concept, we No Dice Pilsner
winterized the biergarten with heated tables Classic and quenching, No Dice is made with German
and firepits, we had a log jam sale and sold malts, hops & yeast. 5.3% ABV
kegs to our customers (something we’ve
never done before). We also embraced our
relationship with Amoskeag and utilized
their ability to move beer throughout
the state to keep us afloat during the
dark hours.
HT: How is your partnership with
Amoskeag?
DM: We are incredibly happy with our
Amoskeag partnership. Our only concern
is whether or not we’ll be able to keep
up with the demand the sales team is
drumming up.
HT: Any “fun facts” you can share about
Liars Bench?
DM: We like to host wacky events. We’ve
done a hot dog eating contest, an intra-
brewery bathtub race at our annual
Bock Fest (not last year) and a pumpkin
smashing event which went... smashingly.
HT: What do you want our readers to
know about Liars Bench?
DM: We’re independent, we’re local
and we have an amazing staff, which
on a daily basis, makes our little dream
bigger and more vivid than we could have
ever imagined.
www.amoskeagbeverages.com HeadyTimes v.36 9Off-PremiseSPOTLIGHT
Loudon Mart
W
HAT’S NOT TO LOVE ABOUT LOUDON MART? IT’S A ONE-STOP
shop with an out-of-this-world beer selection, outrageously
delicious pizza & subs and a convenient place to fuel up your car.
With a prime location on Route 106 in Loudon, Loudon Mart is a local
convenience store and Penguin Gas Station that carries a little bit of
everything. Heady Times spoke with manager, Joe Chamberland, to hear
more about his store.
Heady Times (HT): What’s your background?
Joe Chamberland (JC): I started working here for the previous owner
when I was 16 years old. I can’t believe it’s been 22 years. The current
owner purchased Loudon Mart in 2011 and has done a great job
renovating and growing the business.
HT: What do you sell at Loudon Mart?
Store Manager, Joe Chamberland
JC: We’ve got a little bit of everything. Need a boost of energy? We’ve
got hot & iced coffee, Red Bull and a variety of soda. Hungry? Our deli
serves up delicious to-go items including Roadie’s Chicken, a favorite
with our customers. We also offer a full line of groceries as well as all
the items needed to fill up a cooler for a weekend of fun up at the lake
or at New Hampshire Motor Speedway, which is just up the road. And we
are known around town as having the best beer selection.
HT: Tell us about your beer assortment!
JC: We take great pride in our beer offerings. I became interested in
craft beer years ago and I’ve really watched the segment evolve and
grow. At Loudon Mart, our goal is to offer customers as many choices as
possible. Regionally produced beers give us the opportunity to support
local businesses, their employees and the community. Folks really enjoy
NH-made beer from Great North Aleworks and
Moat Mountain Brewing. As far as the booming
seltzer category, White Claw, Truly, High Noon and
Vizzy are just flying out of here – it’s crazy!
HT: We’ve heard you expanded your beer cave.
JC: Yes, we are really excited about adding 10
additional feet to our beer cave. Craft beer will
take the bulk of this new real estate. We are
the biggest store in town and our amazing beer
assortment can rival any of the big grocery stores.
HT: What would you like our readers to know
about Loudon Mart?
JC: At Loudon Mart our guests are our #1 priority
and our well-trained staff is always ready to help
and answer any questions our customers have.
We pride ourselves on greeting our guests and
providing a clean and welcoming environment so
they will want to make our store a part of their
daily routines. Before you leave, make sure you
fill up your vehicle at one of our 12 convenient
Penguin gas pumps!
577 Route 106 North, Loudon • 603-783-4305
10 HeadyTimes v.36 www.amoskeagbeverages.comOn-PremiseSPOTLIGHT
Tower Hill Tavern & The Big House
W
HETHER FOLKS ARE GOING FOR THE TUNES, THE FOOD, THE
drinks or just a rockin’ good time, Tower Hill Tavern is the place
to be! Located in the heart of Weirs Beach, across from Lake
Winnipesaukee, Tower Hill Tavern has been the Lakes Region’s go-to
dining and entertainment venue since 2009.
Patrons can spend the day in the sun and head to the bar for
a burger, fresh seafood and a pint of cold beer while enjoying
live music – there are bands, DJs and Karaoke every Friday
and Saturday night. Plus, we have special events over holiday
weekends like Memorial Day and Labor Day.
Heady Times caught up with Meghan Doptis, General
Manager of Tower Hill Tavern & The Big House, to hear Owner, Anthony Santagate & General Manager, Meghan Doptis
about how owner Anthony Santagate is doing everything
he can to make Weirs Beach a year‑round destination, HT: What’s the story on The Big House?
starting with his two establishments – Tower Hill Tavern &
MD: The Big House is our top-of-the-line
The Big House.
nightclub located up the street from Tower
Heady Times (HT): Tell us about Tower Hill Tavern. Hill. It has an indoor stage and another
stage on our unique outdoor patio, which
Meghan Doptis (MD): Tower Hill is an entertainment venue like no
we refer to as the Wreck Yard. The Big
other, with customers ranging in age from 21 to 90! It’s a wonderful
House, which opened in 2019, has a
mix of fun people that come by for our upscale family restaurant and
beachfront vibe, great drinks and the best
bar and to enjoy the live music on our massive stage. We offer a wide
music in the area. Our DJs set the tone for
variety of expertly prepared food made with only the freshest ingredients.
a night our guests will remember, with high
Folks love our Lobster Mac and Cheese, Famous 3 Way Roast Beef
energy mixes and everyone’s favorite hits.
Sandwiches and our Specialty Pizzas. Our chefs rock just as much as our
musicians. We offer indoor and outdoor seating and our new bar, called HT: How is Anthony Santagate, owner of
the Green Room, has all the cold beverages anyone could ask for. People Tower Hill and The Big House, helping to
who are at the beach or taking a jog near the water can stroll right up to attract more visitors to the Weirs?
our walk-up window and grab a steaming hot slice of pizza, fried dough
MD: Anthony or “Weirs Anthony”, as he’s
or ice cream.
known around these parts, has done an
HT: Speaking of cold beverages, what’s your beer selection like? incredible job promoting Weirs Beach. He
wants it to be a year‑round destination, not
MD: Our bartenders serve up a vast assortment of local craft beers,
just a place people visit in the summer.
imports and domestics, including 19 draught lines, encompassing
With events like Wake the Lake, that takes
traditional favorites and popular seasonals – there’s something for every
place every May; Bike Week (June 12-20,
beer drinker. Some of our top Amoskeag sellers are Coors Light, Miller
2021); Biketemberfest (September 17-19,
Lite, Truly and Red Bull (6 flavors). New England favorites like Sam
2021); Weirstoberfest (October 1-3, 2021);
Adams and Harpoon are popular choices for our out-of-town visitors
along with other happenings, Santagate
who want to try a local brew as well as NH-made Great North IPA and
works tirelessly with all the local businesses
Smuttynose Mango Guava Sour. We also have a full bar and mix up
to extend the season. We hope people
some very tasty cocktails!
put Tower Hill Tavern and The Big House
on their list
of places to
visit when up
in the Lakes
Region…
they won’t be
disappointed!
towerhilltavern.com • 264 Lakeside Ave., Laconia • 603-366-9100
www.amoskeagbeverages.com HeadyTimes v.36 11Why You ShouldBE SELLING…
Fabrizia Premium, Handcrafted, Ready-to-Drink Canned Cocktails
B
rothers, Phil and Nick Mastroianni own New Hampshire-based Fabrizia Spirits, makers of Fabrizia ready-to-drink canned
cocktails. “I was an accountant, living in my parent’s basement, when I started making homemade limoncello as a hobby,”
says Phil. “One evening, my uncle Joe tried some and said, “this is the best limoncello I have ever had! This is what you
should be doing.” Without any real experience or plan, my brother Nick and I got started and never really looked back!”
“In the summer of 2017 we whipped up our first demo With the season for outdoor drinking (picnics, garden
batches of the Italian Margarita. It was a great way parties, poolside lounging and beach days) upon us,
to utilize all of the lemon juice left over from making there’s never been a better time to dip your toe into the
limoncello. They were an instant hit, selling out in just world of ready-to-drink canned cocktails. The best part?
two days. In spring of 2018 we formally kicked it off, and You literally have to lift just one finger to enjoy them – no
then in 2019 we introduced Italian Lemonade, followed by mixing and blending of a million ingredients required.
Italian Breeze in 2020. Next up is our new, lower-calorie These are just a few reasons why you should be selling
vodka soda line launching later this summer, still utilizing Fabrizia canned cocktails!
our fresh fruit, including our blood oranges.
Fabrizia Italian Margarita Fabrizia Italian Style Fabrizia Italian Breeze
Lemonade
This refreshing ready-to-drink Fabrizia Italian Breeze offers a
cocktail is handcrafted with For those who prefer vodka over flirtatiously fruity spin on their
Fabrizia Limoncello, freshly tequila, Fabrizia Spirits uses their Italian Style Lemonade. It’s crafted
squeezed lemonade made all-natural Fabrizia Limoncello, with freshly squeezed lemonade,
from Sicilian lemons and freshly squeezed lemonade and award-winning Fabrizia Limoncello,
premium tequila. premium vodka to bring you premium vodka, cranberry juice
“summer in a can.” and raspberry juice.
These refreshing ready-to-drink cocktails have an ABV at 7% so they provide just the right kick. They are 100%
all-natural & gluten-free, contain no artificial colors or preservatives, have zero carbonation and are made with
only three ingredients: Fabrizia Limoncello, lemonade and tequila or vodka.
Canned cocktails remain one of the hottest categories of alcoholic beverages, and their trend of explosive
growth doesn’t show any signs of slowing down. Canned cocktails were up triple digits in 2020, according to
Nielsen data.
12 HeadyTimes v.36 www.amoskeagbeverages.comNewPRODUCTS
Vizzy Watermelon Tanqueray Ready-to-Drink
There’s a new Vizzy coming for the Cocktails
summer of 2021, and it’s as sweet A shockingly smooth & refreshing twist on gin, in ready-
and refreshing as a summer breeze. to-enjoy cans that will refresh your taste buds and
Crisp Vizzy Watermelon is made with change your expectations of gin. Inspired by Charles
real, thirst-quenching watermelon Tanqueray’s original recipes, these perfectly crafted
juice and antioxidant vitamin C from ready to enjoy drinks use a new style of Tanqueray Gin
acerola superfruit. Vizzy Blueberry- that infuses Rangpur Lime essence or Sevilla Orange
Watermelon, Kiwi-Watermelon, essence with other fine botanicals and our signature
Passionfruit-Watermelon and sparkling soda water. The result is a unique, smooth and
Mango-Watermelon clock in at just surprisingly light and delicious taste experience for the
100 calories and are the great fit most refreshing drinks under the sun. Available in three
for summer days that need a little zesty flavor profiles: Tanqueray The Classic Gin &
extra bubbly. Packages: 12 oz. Tonic: A deliciously refreshing and balanced bar quality
cans in the Variety Pack & 24 oz. single-flavor cans G & T. Tanqueray Sevilla Orange Gin & Soda: A
coming soon Availability: Now, year‑round perfect infusion of Tanqueray Gin, blood orange essence
and soda. Tanqueray
Truly Punch Hard Rangpur Lime &
Seltzer Mix Pack Soda: A perfect
infusion of Tanqueray
Available in Tropical, Fruit, Citrus Gin, juicy lime essence
and Berry Punch flavors, Truly and soda. ABV: 6%
Punch Hard Seltzer blends the Package: 12 oz. cans
familiarity of traditional punch only Availability: Now,
with the explosive flavors of real fruit for the juiciest, year‑round
punchiest hard seltzer experience yet. Consumers can
experience all the delicious flavors in this 2/12-pack
variety. Availability: Now, year‑round High Noon Summer Limited
Edition Tropical Variety 8 Pack
Smirnoff Seltzer Pink Lemonade Grab an 8 pack of High
This new hard seltzer from Smirnoff has a Noon for on-the-go
lemon forward aroma with hints of red berry. A enjoyment. This limited
juicy lemonade flavor is balanced by sweet, tart edition, summer variety
notes of raspberry and a pleasantly tart finish. pack includes: Watermelon,
ABV: 4.5% Package: 12 oz. slim cans only Pineapple, Passionfruit
Availability: Year‑round, beginning in June NEW FLAVOR! & Mango
NEW FLAVOR! ABV: 4.5%
Package: 12 oz. slim cans
Ketel One Botanical Vodka only Availability: Now!
Spritz Ready-to-Drink Cocktails
Ketel One Botanical Vodka Spritz ready-to-drink canned High Noon Mango
cocktails are made with Ketel One Vodka from the High Noon Sun Sips are the easy drinking,
Nolet Family distillery and are available in the following always socializing, great tasting, sun-
fresh tasting variants: Peach & Orange Blossom – toasting, blue sky celebrating, memory-
Fresh juicy ripe peach with a subtle orange blossom making – awesomeness – in a can – hard
finish. Grapefruit & Rose – Zesty, fresh squeezed seltzer. High Noon Mango is new to
grapefruit with a touch of rose. their lineup at only 100 calories, has no
Cucumber & Mint – Crisp, added sugar and is gluten-free. Mango
sliced cucumber with a hint is available in 4-packs and in their
of refreshing mint. These all Limited Edition Tropical Variety Pack.
have 73 calories per serving, ABV: 4.5% Package: 12 oz. slim cans only
0 carbs, no artificial sugar Availability: June
or sweeteners. ABV: 3.6%
Package: 12 oz. slim cans only
Availability: Now, year‑round
www.amoskeagbeverages.com HeadyTimes v.36 13NewPRODUCTS NewPACKAGES
Strainge Beast Watermelon, New Flavor in the
Sea Salt, Lime & Mint Coors Seltzer Variety Pack
A seedy grin and sprigs of mint, As we move into summer,
that melon spirals high. consumers will be looking for
a crisp, refreshing beverage to
Salt’s not all the citrus chomp,
drink during their fun in the sun.
they’ll catch you like a fly.
We know that for many drinkers,
With finest teas they always start, that’s when seltzers really shine.
live cultures, hungry yeast. So Coors Seltzer is bringing a
refreshing new flavor to the lineup:
From the fermentation frenzy,
Coors Seltzer Raspberry. It still
we meet a new Strainge Beast: Watermelon, Sea Salt,
has all of the Rocky Mountain refreshment shoppers
Lime & Mint.
know and love, but with a new berry flavor that’ll stand
ABV: 4% Package: 12 oz. cans only Availability: Now, out from the rest. Replacing Grapefruit, Raspberry joins
year‑round Mango, Black Cherry and Lemon Lime in this 2/12
can variety. Availability: Year‑round, beginning in July
Strainge Beast Raspberry,
Golden Kiwi & Elderflower
Live Past Labels with Vizzy Pride
Snaking through the kiwi heap, a
berry from inside. Vizzy works hard year‑round
to make sure the LGBTQ+
Dressed in flowers, ripe to pick, community feels seen and
until it opens wide. heard day to day, but that
With finest teas they always start, doesn’t mean Vizzy isn’t
live cultures, hungry yeast. going to do something
special during Pride, too.
From the fermentation frenzy, That’s why they’ve created
we meet a new Strainge Beast: new custom primary and secondary Pride packaging with
Raspberry, Golden Kiwi & Elderflower. the tagline “LOVE YOUR IDENTITY, LIVE PAST LABELS,”
ABV: 4% Package: 12 oz. cans only Availability: Now, highlighting their Human Rights Council partnership.
year‑round The packaging features vibrant colors perfect for the
occasion and for the summer months in general. This
packaging will be in-market starting June 1 and is
Willie’s Superbrew Cocktail meant to encourage LGBTQ+ consumers and allies to
Inspired Variety Pack embrace their beautiful, unique identities, no matter
what form that might take. Availability: Now!
With the full flavors of your favorite cocktails and
the better-for-you qualities of a hard seltzer, Willie’s
introduces to you: Willie’s Superbrew Cocktail- Smirnoff Ice Party Pack Refresh
Inspired Variety Pack. Inside, you’ll find Willie’s with New Pink Lemonade
flagship and most award-winning flavor, Ginger &
Lemon, along with three all-new cocktail-inspired The newly revamped
flavors: Mint & Lime (The Mojito), Cranberry & Lime Smirnoff Ice 2/12 Party
(The Cape-Codder), and Pineapple & Jalapeño (The Pack now includes:
Spicy Margarita). All are made with the real fruit Willie’s Smirnoff Ice Original,
is known for, giving them full fresh flavors like they lightly carbonated with a
were mixed for you on the citrus zest; Smirnoff Ice
spot. Drink them straight, Screwdriver, tart orange
enjoy them over ice, or juice taste with a pleasant
complete them with their bite; Smirnoff Ice Green
signature spirits. ABV: 4.5% Apple, lightly carbonated with natural, crisp, green
Package: 12 oz. cans only apple flavors and new Smirnoff Ice Pink Lemonade,
Availability: Now, year‑round a refreshing combination of tart, juicy lemon notes and
sweet red berries. Availability: Year‑round, beginning
in June
14 HeadyTimes v.36 www.amoskeagbeverages.comNewPACKAGES
Narragansett Limited-Edition Great Rhythm Resonation
Jaws Wrap Lager 12-pack Cans Pale Ale 16 oz. Cans
For the first time, Narragansett received permission Great Rhythm is refreshing their
to use the Jaws movie poster illustration on their lineup with new graphics and
packaging! The movie- new package sizes in May/June.
themed 12-pack cans will Resonation Pale Ale is a double
release in early summer dry hopped New England pale ale.
for a limited time with the Pours hazy blonde with a nose of
same UPC as Narragansett ripe grapefruit and pine needles.
traditional Lager 12-pack Big citrus flavors are beautifully
cans. Availability: Now! balanced by a light malty
sweetness and slightly resinous
Narragansett finish. ABV: 5.2% Packages: 12 oz. cans, 16 oz. cans
Patriotic Lager (new) and draught Availability: Year‑round, beginning
in June
16 oz. Cans
For a limited time this summer, Great Rhythm Tropical Haze IPA
’Gansett is introducing their 16 oz. Cans
Patriotic Lager Tallboy 16 oz. cans
to celebrate our nation’s birthday. Now available in 16 oz. cans with
The UPC will be the same as their new graphics, Tropical Haze is
traditional Lager tallboy cans. a hazy New England IPA. Pours
Availability: June hazy blonde and bursting with
notes of tropical fruit, pineapple,
ripe mango, and papaya. Brewed
Woodstock Inn Brewery with a blend of malted barley,
Refreshes Core Lineup oats, and wheat for a soft and
smooth mouthfeel, then double
Inside every one
dry hopped for a juicy finish.
of Woodstock
ABV: 6.8% Packages: 12 oz. cans, 16 oz. cans (new)
Inn Brewery’s
and draught Availability: Year‑round, beginning in June
beers, you’ll
discover a little
bit of what makes
Great Rhythm Squeeze IPA
New Hampshire Has New Graphics
special. From the Squeeze is a double dry hopped
mountains, lakes, New England IPA with a nose
and streams, to the farms, small towns, cities and of freshly squeezed tangerine,
seacoast. Woodstock Inn Brewery has refreshed their mango and papaya and has new
year‑round favorites: Pig’s Ear NH Brown Ale, 4000 graphics. Sips juicy, fruity, and
Footer NH IPA and Moody Brew New England IPA. crisp with minimal bitterness
Packages: 12 oz. cans and draught Availability: Now, and a smooth finish. ABV: 5.7%
year‑round Packages: 16 oz. cans and
draught Availability: Year‑round,
Woodstock Inn Brewery beginning in June
Lemon Blueberry Pale Ale
Gets a New Look
Lemon Blueberry Pale Ale is a light and
thirst quenching beer with light lemon
and blueberry flavor in the finish, this
refreshing seasonal is perfect for all your
warm weather activities. ABV: 4.4%
Packages: 12 oz. cans and draught
Availability: Now!
www.amoskeagbeverages.com HeadyTimes v.36 15SeasonalSELECTIONS
Coors Seltzer Orange Cream Pop
When Demand Exceeds Supply
Seltzer shoppers are constantly
Many of our craft seasonal and specialty releases are treasure hunting for that next hot
available in limited quantities. Breweries only produce a thing. In 2020 we were introduced
certain amount of their specialty beers and Amoskeag does to Rocky Mountain refreshment in
all they can to get as much product as possible. In addition, a seltzer with Coors Seltzer and it
this magazine is compiled months prior to the decision made showed up big with a mission to
by the brewery to allocate their products to the wholesaler. restore river water. And now in 2021,
Variations in production for some of these limited release the excitement continues with a new,
offerings will fluctuate, resulting in lower quantities than limited-edition summer flavor: Orange Cream Pop
anticipated. If you are interested in something you see in in a redesigned, Instagram-worthy can. Still only
this publication and it is out of stock when you place your 90 calories, this new, delicious seltzer will bring
order, please contact your Amoskeag Beverages sales everyone’s favorite summertime frozen popsicle
representative to discuss a similar product. flavor into a new, bubbly, boozy future. Summer’s
seltzers have a new superstar ABV: 4.5%
Package: 12 oz. slim cans only Availability: June
Woodchuck Celebrating
30 Years Variety Pack
Harpoon Summer League Continuing with their 30th year
Crack a beer and get in the game! Your
NEW celebration, this summer, the
Summer League is here. This 2/12 can
VARIETY Woodchuck Celebrating 30 Years
variety features a mix of four Harpoon PACK! 12-pack can variety will feature
League beers: Rec. League, the original two new styles and new graphics.
cooldown companion; Bush In addition to package staples
League, a lawnmower/lawn Woodchuck Amber and Bubbly
games pils; Pacific League, Pearsecco, this new seasonal variety will also include:
the 95-calorie phenom Blueberry and Bubbly Apple. Availability: June
and Big League, the
cleanup hitter – all brewed Smuttynose Match Play IPA
with modern hops and
Born on the 19th hole, and made for your
summer activities in mind.
next round, Match Play IPA (formerly known
Availability: June
as Backswing IPA) is a crisp and crushable
ale that you’ll never again tee up without.
Harpoon IPA Summer Haze Soft and refreshing, yet packed with bight and
Edition Hazy IPA bold hops, Smuttynose’s IPA is a sure gimme
Harpoon would never change their on a hot day. Brewed with Saphir, Citra,
Harpoon IPA – it’s New England’s Simcoe, and Amarillo, and bursting with notes
original IPA after all – but that of citrus and pine, Match Play is everything you love
doesn’t mean they can’t have fun about a sunny day on the course in a can. The Official
with it. Introducing Harpoon IPA: Beer of The New Hampshire Golf Association (NHGA). For
Summer Haze Edition. Harpoon when you’re jonesing for a round or two, Match Play IPA
took their iconic IPA recipe and is an easy scratch. ABV: 5.5% Packages: 16 oz. cans
made some tweaks – softening and draught Availability: Now!
things out with the grain bill,
adding some extra citrusy hops, Hobbs Lake Life
and skipping filtration so it’s nice and hazy. What we American Pale Ale
got is an IPA that has the familiarity of their flagship
Lake Life Pale Ale is heavily dry-hopped with Citra
but with a refreshing summery twist. Only available for
and Simcoe and goes down smooth at 5.9%,
a limited time! ABV: 6% Package: 16 oz. cans only
pleasing hop-heads and sunburnt beachgoers
Availability: June
alike. A little hoppy, but smooth and not very
bitter. It’s going to be your favorite lake companion
this summer. ABV: 5.9% Packages: 16 oz. cans
and draught Availability: Now!
16 HeadyTimes v.36 www.amoskeagbeverages.comYou can also read
