COVID CLEANUP - Delivering Excellence Seasonals Rethinking Retail New Products Programs - Amoskeag Beverages
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Spring 2021 | V.35
COVID
CLEANUP
Delivering Excellence Seasonals Rethinking Retail New Products Programs
PRESS S E LT Z E R | SPRING SELECTIONS | GROWING POPULARITY OF C I D E R S | HOP ART
Letter toTHE TRADE
In This
N
OW THAT SPRING HAS
sprung, are you thinking about
getting outside and being
more active? Have you been trying to
ISSUE
cut back on less healthy foods and
drinks? Maybe it’s time to look at
NOLO, no or low alcoholic beverages.
Delivering the
The non-alcoholic drink category Taste of Excellence��������������� 1
is going through a time of
unprecedented growth and innovation,
gaining attention and momentum Cover Story������������������������� 2
from beverage manufacturers
to produce new, premium NOLO
Beyond Beer����������������������� 4
alternatives without compromising
authenticity, quality or exclusivity.
Beverage makers have a new audience of information-laden young people who Hop Art������������������������������ 5
are willing to buy seltzers, non-alcoholic beers, and even water, in the name
of wellness. “For businesses, supplying zero-ABV beverages can be likened to Feature������������������������������� 6
the rise of craft beers,” says Eric Schmidt, Director of Alcohol Research for the
Beverage Marketing Corporation. “Young consumers are seeking more control
over their bodies and better experiences through the products they buy.” Brewer Highlight����������������� 8
Consumers are more conscious of their physical and mental health than
ever before, especially within the millennial demographic. Amoskeag and our Bunny’s Superette������������� 10
suppliers are taking notice.
Kaleigh Bullock, VP of Business Development at Amoskeag says, “Looking Dublin Road
forward to the next 5-10 years in the beverage business, one key opportunity
Taproom & Eatery������������ 11
we have is to engage in the strategic development of our non-alc portfolio. Over
the last decade, consumer behavior has shifted drastically. The impact of health/
wellness lifestyles along with innovation has forever changed the landscape of New Products������������������ 12
the beverage industry from a product, pricing and promotional perspective. This
shift has created a window of opportunity in non-alc and it is also what has
accelerated the remarkable growth of seltzer. By building on the success of our New Packages����������������� 19
20+ year Red Bull business and the Red Bull dedicated team, we will establish
ourselves as a true beverage company.” Seasonal Selections���������� 21
In this issue of Heady Times, you can read all about our new, non-alcoholic
offerings including: Red Bull Summer Edition Dragon Fruit, BioSteel Sports
Programs������������������������� 26
Drink, La Colombe Coffee Draft Lattes, Samuel Adams Just The Haze and
Dogfish Head Lemon Quest.
In closing, we would like to thank our employees, our customers and our Rethinking Retail�������������� 29
suppliers. We have weathered good times and bad, ups and downs and
everything in-between. The strength, sacrifice & compassion around us, and how
we have all come together through this pandemic, have been extraordinary and
inspiring. Because of this, we will emerge from this much stronger and more
resilient. There’s a light at the end of the tunnel, so let’s keep doing all the right
things and stay on track to beat this virus.
Cheers to a great spring and an even better summer, with lots of fun coming
down the pipeline to look forward to!
Scott Proulx Ed Murphy Heady Times is published four times a year, courtesy
VP of Sales President of Amoskeag Beverages.
DeliveringTHE TASTE OF EXCELLENCE
Amoskeag People Get The Job Done
Nick Ramirez
Pricing Analyst
What does a pricing analyst do? I get to handle all things pricing. I
receive figures from our suppliers for what they sell us a product for and
take into account all the variable costs associated with this purchase,
making sure that Amoskeag will reach our desired margins. I work
closely with our chain guys to ensure that we reach our desired margins
when selling products on deals. Then, after deal periods are done, I am
responsible for getting back the rebates from our suppliers.
What did you do before this job? I graduated from Stonehill College
last May with a degree in Data Analytics. During the pandemic, I
was lucky enough to get a job working on the delivery trucks here at
Amoskeag. Then in October, I was given an incredible opportunity to
move into the office and take on my current role.
Most used emoji? The emoji I use the most
What do you like to do in your free time? I enjoy spending time
is . I’m not sure why, probably because I
at the beach and come summertime, playing a lot of basketball. This
am very sarcastic and the eyes bring attention
past winter, being stuck in the house during COVID, I did play a lot of
to something ridiculous that was said.
video games.
Favorite movie? It changes all the time,
When COVID is over, I can’t wait to_____? I can’t wait to finally be
but right now I would say Goodfellas. When
able to go to Boston sports events!
the pandemic started, I used that down
If you could have a superpower what would it be? I’d love to be able time to watch a lot of movies I hadn’t seen.
to fly. Traveling is something that’s always interested me and if I could fly Ever since seeing Goodfellas for the first
anywhere it would make things a lot easier and cheaper. time, I cannot turn it off when it comes on.
James Ndlovu
Relief Driver
What do you like about your job as a Relief Driver? Being a Relief
Driver for Amoskeag has been great and I’m happy that I recently got
my CDL license. I really like that my job is physical and I get to move
around, every day is different, which is a nice change from my last job.
What did you do before you came to Amoskeag? I worked for a company
that made small and medium-sized transformers. After working there for 18
years, I knew I needed a change, so 1½ years ago I joined Amoskeag.
What do you like to do in your free time? I love spending time with my
little daughter who is turning 4 years old. It’s fun to take her to the park
with my nephew and enjoy the time outdoors when the weather is nice.
My dream vacation is____? A trip
When COVID is over, I can’t wait to_____? Travel back to my
to France.
home country of Zimbabwe. I really want to go visit my 97 year old
grandmother. With COVID, I miss being able to have family gatherings. It Favorite movie? I like watching action
will be so nice to be able to see my relatives once the pandemic is over. films like Die Hard and Deadpool.
www.amoskeagbeverages.com HeadyTimes v.35 1
CoverSTORY
COVID Cleanup
It’s time to sweep away the pandemic blues – and maximize profits – with a store-wide rejuvenation
Y
ou walk into someone else’s beer store. Enter the first cramped, dead- You know your customers and your store’s
strong points best, but with these planning
end aisle and crane your neck, scanning the hodge-podge of styles and tools, your sales rep can help translate
brands for the beers you want – no luck. You keep searching, finally and refine your knowledge into a store plan
specific to your needs.
finding a West Coast IPA you like tucked in a corner of a cooler door full of
pastry stouts. Some cases of hard seltzer sit in a nearby corner, and you think Planning Process
about getting some, but the seltzer is warm and there’s no listed price. You Let’s say that the survey reveals three
areas where your store isn’t reaching its full
decide to grab a case of your go-to light lager instead… but it’s nowhere to potential: beyond beer SKUs, single-serve
be found, despite being one of the biggest brands in the market. You ask the placement and overall flow. First is beyond
shadowy figure behind the register if there’s any in the back, and they cackle. beer: making space for hard seltzer,
but also FMBs, hard teas & kombuchas
“We haven’t carried that in over 50 years!” and NA is important as demand for the
You scream in horror. category surges.
“Hard seltzers and hard tea particularly
Then you wake up and breathe a sigh of relief. What
have strong consumer demand,” says
a nightmare! But at least you know your store could
Williams. With huge growth last year
never look like that. Those mistakes, from over-
coming from White Claw, Truly, Twisted Tea
stocking niche craft beer at the expense of big beer
and Corona Seltzer.
brands to creating a confusing maze of aisles, would
lose you customers and profits. Demand for beyond beer is growing at a
rate that isn’t always reflected in coolers,
When you enter your store the next morning, though,
so the team may suggest that you bring
you see things with fresh eyes. The pandemic has
in more beyond beer SKUs and give them
forced you to put off plenty of updates and resets,
priority over slower-moving SKUs.
and the store isn’t anything like your nightmare, but…
“[What’s most] important is to It could use a little spring cleaning. “Many retailers still haven’t dedicated
ensure our retailers are carrying enough floor/cooler space for the beyond
the products that their customers
Luckily, your friendly Amoskeag sales rep has just
beer category,” says Williams. “We try
are looking for,” says Jim Williams, stopped by, and they’re happy to help you troubleshoot
to engrain the philosophy that these
VP of National Accounts. and figure out what changes are best for your store.
products are the future of the malt
Identifying Problem Areas beverage industry.”
Every store in every neighborhood has different customer bases, SKU Next is single-serve placement. The
priorities and goals, so there isn’t a one-size-fits-all approach – knowing importance of this package cannot be
what’s an important point of difference that brings customers in, and overstated. Single-serve products are zooming
what’s a problem that sends them away, can be challenging. That’s why up the charts, with 24 oz. cans ranking as
your sales rep can be your most important ally during a reset. one of the most popular packages nationally.
“[What’s most] important is to ensure our retailers are carrying the “In many accounts, single-serve coolers
products that their customers are looking for,” says Jim Williams, VP have become much more prominent,” says
of National Accounts for Amoskeag Beverages. “We utilize sales data, Cummings. “This gives the retailer opportunity
consumer data and profit margins to determine which items are the best to sell more variety to their customers and also
fit for a particular retailer.” encourages trial of new items. With the ability
To better understand what your store does well and what could use an to purchase in smaller quantities, we find that
upgrade, your rep suggests surveying your current layout to take stock of consumers are trying more new things.”
several target sets: cooler, warm beer, craft, FMBs, hard tea, hard seltzer If the product is important, then putting
and non-alcoholic. it in the right place is also key. Amoskeag
“After we do the survey, we develop a proposal to present to the retailer recommends that single-serve products lead
to maximize profit and shoppability with a new store/cooler layout that off sets, with like segments grouped together
highlights those categories,” explains Matt Cummings, Chain Sales and the most profitable SKUs placed at
Manager for Amoskeag Beverages. “We might target all of the categories, eye-level. And in the cooler, this category
just a few or even just one, depending on the store’s current layout.” warrants three to four doors, if possible.
2 HeadyTimes v.35 www.amoskeagbeverages.com
CoverSTORY
Last up is the big one: 3 Keys to Maximizing Profits
flow. Suppliers constantly
research flow and how The average beer shelf doesn’t always work for
customers shop for shoppers – and the industry is missing sales
beer. Most make that opportunities and losing money because of it. While
information available to
there is no perfect, one-size-fits-all shelf set for
retailers to help maximize
beer stores, there are three main ideas that help to
profitability and increase
traffic flow. It’s rare to see
increase customer satisfaction and maximize profits.
a store with a flow that’s
Flow: Flow refers to the natural movement from
completely incorrect, but
category to category within an aisle or cooler, or
adjustments – especially
as new categories gain
from one aisle to the next. Things like dead end
importance – can be aisles and inconsistent shelf placement impede flow,
warranted, even for while brand blocking and moving from high-end to
stores that keep up with low-end aid flow. Setting shelves to replicate the
Matt Cummings, Chain Sales Manager customer insights. way shoppers think about the category makes it
easier and faster for them to shop and yields 10%
With flow, it’s important to mimic how
customers think about beer. Moving from dollar growth from increases in conversions, trade-
high-end to low-end, anchoring categories with ups and additional purchases.
key brands and directing shoppers toward the
Space: Whether it’s utilizing case stackers and swag
cooler with the direction of your aisles all help
the flow of your store, and all increase the displays from suppliers to draw attention to key
potential of turning shoppers into buyers. Flow products, allotting enough shelf space for growing
is a tricky one, and a little too complicated to categories or substituting appropriate SKUs for out-
discuss in detail here, but rest assured that of-stock items, maximizing space is key for beer
your sales rep has the insights you need to stores large and small. Allocating space based
optimize flow for your store. on future opportunities, not just past trends,
Executing Changes gets ahead of what shoppers will want and where
growth potential exists and can yield 8% growth from
Over a few weeks, you decide what steps you increased space dedicated to the high-end.
want to take and agree that upgrading before
summer arrives is a good idea. So, what’s next? Assortment: Assortment is just what it sounds like
“A store overhaul or reset is a process that – what products you carry. But with an increasing
involves planning with our retailers, internal number of SKUs in beer, it’s important to be
teams and suppliers,” says Cummings. selective. Cutting 20% of SKUs from a category
“Typically, this all starts with an updated sees virtually no negative impact, but can yield 5%
planogram including any new or discontinued growth from increases in shopper trade‑ups.
items. Multiple wholesalers provide their input
and suggestions and ultimately, the retailer
determines which brands get space and how
much. Once it’s time to reset, we typically
have a team of two to three people complete
the overhaul.” “A store overhaul or reset is a process
While Cummings notes that the process can
be time-consuming (and, if he’s being honest, that involves planning with our retailers,
tedious), ultimately it’s rewarding for both you
and your customers. They can easily find what internal teams and suppliers.”
they need and want, including products they
may not have noticed before. Meanwhile, you – Matt Cummings, Chain Sales Manager
reap the financial benefit – and make your
sales rep happy! That’s a win-win-win if we’ve
ever seen one… And couldn’t we all use a
win these days?
www.amoskeagbeverages.com HeadyTimes v.35 3
Beyond BEER
What’s Next for “Beyond Beer”?
The Next Big Bets for
The eclectic category has been on a tear the last three years. Can
we expect growth to continue in 2021? Yes! Beyond Beer
O
VER THE LAST FEW YEARS, BEYOND BEER, THE AMALGAMATION
of a beer category that includes hard seltzer, tea, coffee, kombucha Truly Iced Tea
and ready-to-drink cocktails, has been the most innovative, Hard Seltzer
profitable and exciting space in beer. While traditional beer saw modest After only a few weeks in
growth in 2020, the beyond beer category grew 130% in the off- the market, Truly Iced Tea
premise and now commands a 10% share of the beer category. Hard Seltzer shot to the #5
best-selling SKU in the hard
If there is any doubt that consumers are consistently turning to the seltzer segment.
beyond beer category, consider this: Boston Beer’s big hard seltzer
bet of 2021, Truly Iced Tea Hard Seltzer, became the #5 hard
seltzer SKU in only a matter of weeks! In today’s beer landscape, Arctic Chill
that’s something you’ll only see happen in beyond beer. Daytripper
While this category covers a diverse range of beverage types, it won’t be Arctic Chill tastes like real
a surprise to anyone that the lion’s share of growth in the category is seltzer because it is made with
real seltzer, Poland Springs
due to hard seltzer’s three-year reign as the hottest beverage of choice.
Seltzer. It’s naturally gluten-
What’s next for hard seltzer in 2021? Expect more craft breweries to free, vegan & keto-friendly
get in on the craze – smart retailers should keep their eye on the ball with a 5% ABV.
by dedicating enough shelf and cooler space for their best-selling seltzer
brands. In 2021, the top 10 hard seltzer brands (with White Claw and
Truly at the #1 & #2 spots) are still projected to make up 96% of the Corona Refresca Más
dollar share in hard seltzers. The 12-pack will continue to reign supreme, Available in Mango Citrus, Corona
making up 75% of dollar share in hard seltzer package sizes. In terms of Refresca Más is a flavorful, tropical
flavor options, 61% of sales will come from variety packs. cocktail from Mexico. At 8% ABV, it
offers bursts of tropical fruit flavor for
If Truly Iced Tea’s fast start is any indication, hard tea is the next a delicious taste experience.
big segment in beyond beer. Currently sitting at about a 1% share of
beer, hard teas have started 2021 hot out of the gate, trending up 49.7%.
The secret to hard tea in 2021 is that it’s still largely a one-player segment White Claw Hard
with Twisted Tea. With a proven track record, quality, flavor and availability, Seltzer Iced Tea
Twisted Tea wins the day. Variety Pack
Hard seltzer leader White Claw has an iced tea line extension of This new line extension is
their own on the way, expected this April. The mixed pack will include a White-Claw-twist on a $9
four flavors of sparking tea, all with a hint of fruit: Lemon, Mango, billion category and one of
the fastest growing beverage
Raspberry and Peach. Both Truly and White Claw’s entrance into the
segments: Iced tea.
hard seltzer iced tea category is a big opportunity to retailers, as non-alc
iced teas are already a $9 billion category, one of the fastest growing
segments in the market.
Non-alc beer is also poised to have another banner year. In 2020, non consumers, but as market penetration
alc growth out-paced almost every other beer category at nearly 40%. and distribution grow in the east, and
Pabst NA, like many of the non alc brands saw big growth in 2020. customers continue to turn to beverages
Another surprise here is that even many long standing, traditional non- that boast “better-for-you” bona fides, look
alc brands (like Kaliber and Clausthauler) are experiencing growth. for kombucha to have a big 2021.
As with hard seltzers, expect this space to become more crowded. The
The beyond beer category is firing on all
door is open for craft brands like Dogfish which introduced DFH Lemon
cylinders, and smart retailers will strike
Quest this year.
while the iron is hot. Studies show that
Now that many consumers have become “at-home bartenders” out of beyond beer consumers by nature are
necessity, the RTD cocktail segment has upped its share as well. And seeking variety, so the more options
hard kombucha is also getting its footing, with brands like AfterGlow retailers offer their customers, the more
Hard Kombucha generating a lot of attention and repeat purchase. likely this category’s fervent growth
Thus far, much of kombucha’s growth has been thanks to west coast will continue.
4 HeadyTimes v.35 www.amoskeagbeverages.com
HopART
An Out of This World Brand Refresh Will Launch
UFO to New Heights
F
un. Engaging. Creative. If these aren’t the words that come to
mind when thinking of Mass Bay Brewing Co.’s UFO White, they
will be soon.
Since 1998, UFO has been a part of Harpoon Brewery’s portfolio,
but in 2016, these “UnFiltered Offerings” jumped ship to become
a separate brand. After several years, it was obvious that the
existing branding just wasn’t giving customers enough to get
excited about. So, the decision was made to refresh the packaging
to better showcase UFO as an independent craft beer brewed
with quality ingredients and to reflect the curiosity and exploration
behind these wheat beers.
What will change? Simply put, everything except the actual beer.
From the name (which is being updated to UFO Beer Company), to
the logo, to the architecture and illustration of the labels, this new
packaging tells a clearer and more compelling story about the beer.
Specifically, the folks at UFO decided to make a more conscious
connection with outer space and the connotation of the name UFO. The UFO refresh signifies that
The clever execution gives the brand a fun, crafty look and feel that the brewery crafts innovative
is unique among the competition. Although spaceships and outer and accessible beers with unique
space have been used in the branding before, both will be featured combinations of ingredients
more prominently on the refreshed packaging. and flavors.
As for what this new design will convey to consumers, Mass.
Bay Brewing Co.’s Project and Brand Coordinator Sam Routhier
explains, “It has always been important to us that UFO beers
communicate approachability to consumers, but with this redesign
we want quality to be just as apparent. For UFO White, that
means calling out that it is brewed with orange peel exclusively
sourced from California, and freshly ground coriander. It was also
key for us to use packaging to tell more of a story, placing you
in the night sky with a UFO and showing consumers the brand’s
personality and adventurous spirit.”
In trials, the new packaging elicited strong purchase intent among
UFO and non-UFO drinkers alike. Research also indicated significant
preference for the new design versus the old. Consumers have
shown strong positive reactions to the space direction, noting that
it’s unique, interesting, engaging, fun and ownable.
Although UFO White is the first to receive the fresh look, this
spring, the entire lineup of UFO beers, including Light Force, UFO White’s new packaging will tell more of a story, placing
Maine Blueberry and Boarding Pass IPA, will debut new drinkers in the night sky with a UFO and showing consumers the
packaging, along with seasonal releases like Georgia Peach, brand’s personality and adventurous spirit.
Big Squeeze, Pumpkin and Winter Blonde.
“It has always been important to us that UFO beers communicate approachability to
consumers, but with this redesign we want quality to be just as apparent…”
– Project and Brand Coordinator Sam Routhier
www.amoskeagbeverages.com HeadyTimes v.35 5
Feature
Give the People What They Want
I
n 2019, Boston Beer Co. and Dogfish Head united in a historic merger that
shocked the beer world. Some said it marked the end of craft beer. They
couldn’t have been more wrong...
It’s been two years since the Boston Beer Co. (BBC) and Dogfish
Head (DFH) merger, and we are happy to announce that not only is
craft beer alive and well (despite the pandemic’s best efforts), BBC
and DFH remain at the top of their game, producing consistently high-
quality brews far ahead of the innovation curve. In fact, BBC just posted BBC CEO Dave Burwick with Jim Koch and Sam Calagione
incredible Q4 numbers, growing 53% from the fourth quarter of 2019.
Innovation vs. Consistent Core Products
Some might be surprised by their success, but they shouldn’t be. BBC
and DFH have always had a knack for knowing what consumers want Finding the sweet spot between core
– even when the consumers didn’t know it themselves. From fielding a products and the drive to innovate isn’t
portfolio that fits every consumer’s needs, to brewing up the next big easy, but BBC has that figured out too.
things in beer (and beyond), Jim Koch and Sam Calagione are out to In addition to implementing DFH’s famous
give people the best versions of what they want. “Beer Exploration Journal” (a questionnaire
that lets visitors to their tasting rooms
give immediate feedback on new beers),
Calagione says that BBC’s structure allows
everyone involved to take chances.
Truly Lemonade shot to about a 9 share of hard seltzer in its first
year on the market and remains the #3 SKU in hard seltzer
Boston Beer Co., the #2 craft brewery by volume in the U.S., can claim plenty of winners. They have the #1 craft
lager & #1 craft seasonal with Samuel Adams, #1 sour beer & #1 low-cal IPA with Dogfish Head, #1 hard cider “Our company is actually more
in Angry Orchard, #1 hard iced tea with Twisted Tea and the #1 hard lemonade seltzer with Truly. risk-excited than risk-averse,”
he told VinePair. “I think it’s in
A Winning Portfolio part because we have resources
Koch and Calagione have been at the forefront of the craft movement and 10 different retail locations,
for decades, united by their devotion to craft long before their breweries so our big breweries can be…
merged. The pair come from different brewing backgrounds – traditional making the Monets and the
lagers vs. off-the-wall ales – but that’s what makes their partnership Renoirs while our little, tiny
great, and as complementary as their combined portfolio. 10-barrel systems… can be Hazy? Check. BFY? You
throwing s*** at the wall and know it. Oat milk? Of
And what a portfolio it is. Samuel Adams. Dogfish Head. Angry Orchard. Jackson Pollocking on a small course! Hazy-O! has four
Twisted Tea. Truly Hard Seltzer. All household names (especially in the stage. So, we try to embrace types of oats, including
Northeast) synonymous with quality and consistency. The new BBC has risk as aggressively as oat milk, for a 7.1% ABV
something for every LDA consumer to enjoy, whether they’re looking for powerhouse that drinks like
possible, but do it on a small
a gluten-free option, a BFY IPA, something to get the party started or a a super-smooth sipper.
scale, so it’s manageable.”
classic craft lager – you can bet that it’s a best-in-class option.
Some of those risks have paid off big,
Making so many different kinds of beverage alcohol might seem like a like last year’s blockbuster hit, Truly
negative, but the team at BBC knows their broad range of products is a Lemonade, or DFH’s BFY, oat milk-infused
major plus. By establishing firm footholds in so many segments, BBC is Hazy-O!, which went from a Rehoboth
in an almost unique position to adapt to changing consumer preferences. Beach brewhouse experiment to a year-
round release in record time. BBC’s CEO,
6 HeadyTimes v.35 www.amoskeagbeverages.com
Feature
Dave Burwick, explained to Beer Business Hard Tea for the People
Daily that the company’s innovation
strategy for 2021 will follow the same Hard tea was the fastest growing FMB style in 2019, with
pattern of line extensions that are exciting over 1 million buying households, and Twisted Tea (#1
to consumers, but build the core. selling brand with 93% market share) had the 3rd fastest
sales velocity of progressive adult beverages, behind only
“As you look at what’s happened with White Claw and Truly. It’s safe to say that the people want
COVID, the number of SKUs have been hard tea – especially in our market, where Twisted Tea
reduced,” says Burwick. “People are still grew 25% in 2020 – and BBC is pulling out all the stops
really gravitating toward brands they know to bring it to them in 2021.
and trust. …It’s all about taking the core
equities of the brands and making them
stronger through innovation.”
Luckily, BBC has their founders on their Twisted Tea Slightly Sweet The clue
side. Koch and Calagione excel at finding is in the name. At 5% ABV, Twisted Tea
the slivers of “white space” in the market Slightly Sweet contains half the sugar
and filling them with top-notch products. but all the “twisted” of Twisted Tea
“Innovation has been in the DNA of BBC Original. Twisted Tea Slightly Sweet is
since we helped launch the craft beer sure to clean up.
revolution,” Koch told the Beer Industry
Summit earlier this year. “…And I happen
to believe that a founder-led company can
drive innovation in a more successful way.”
Twisted Tea Draught Though the
If BBC’s 2021 schedule is pandemic hampered the launch of Twisted
any indicator, Koch is right Tea Draught last year, BBC has brought
on the money. We’ve already this sure-fire hit back in 2021. The
seen the launch of several of smooth and refreshing taste of Twisted
the company’s big plays for Tea Original, made with real brewed tea
the year, like Truly Iced Tea and a twist of lemon, is now available
Hard Seltzer, Samuel Adams on draught. Recommended serving is
Wicked Hazy & Wicked Easy, over ice (preferably in a mason jar) with
Sam Adams captured as well as two new, long- a lemon wedge garnish, for a crisp and
national attention in requested Angry Orchard delicious taste.
February with a Big flavors (Peach Mango and
Game ad featuring Your Strawberry). And a new
Cousin From Boston, a Twisted Tea flavor, Twisted
certain team of draught
Tea Slightly Sweet, is in the
horses and their new Truly Iced Tea Truly Iced Tea Hard Seltzer saw even
hazy IPA, Wicked Hazy. works, in addition to a new more early success than Truly Lemonade when it
formulation for Boston Lager.
BBC also recently announced an exciting launched earlier this year. The iced tea hard seltzer
new innovation: Truly Punch Hard Seltzer, has all the flavor of hard tea without the extra
available in a variety pack of four flavors: calories and sugar, all in an eye-catching, gold slim
Fruit, Tropical, Berry and Citrus. And can, perfect for the tea-loving seltzer drinker. Each
don’t forget the two new non-alc offerings flavor offers a hint of fruit and the refreshment of
Dogfish Head Lemon Quest and Samuel real brewed iced tea with only 1 gram of sugar,
Adams Just the Haze, which are poised to 100 calories and 5% ABV.
take the burgeoning NA market by storm.
“Innovation has been in the DNA
of BBC since we helped launch the
craft beer revolution.”
– Jim Koch
www.amoskeagbeverages.com HeadyTimes v.35 7
BrewerHIGHLIGHT
Amy Walberg of PRESS Premium Alcohol Seltzer
This “seltzer with a little something”, not to mention sophisticated
flavor combinations, has become a top-10 premium seltzer brand.
“V
ivid distinction” is one of the daring slogans used by PRESS Seltzer. At first
glance, this expression might seem ambitious, as dozens and dozens of
hard seltzers flood the market, but PRESS Seltzer has earned the moniker.
As the only top-10 seltzer brand owned by a woman and with wholly unique
flavors like Blackberry Hibiscus and Pomegranate Ginger, PRESS Seltzer
has taken this male-dominated industry by storm. Having carved out their own
distinct space in this now burgeoning category, PRESS is the newest “must-
have” seltzer for any retailer looking to stay atop the hard seltzer wave.
Founder Amy Walberg first dreamed up PRESS in 2015, well before hard
seltzer officially went “boom.” Developing flavors in her kitchen, Walberg
brewed up sophisticated combinations inspired by her global culinary
explorations. Fast forward to 2021 and these homemade experiments
have helped grow a wildly successful company, with PRESS seltzers
available in all lower 48 states, receiving numerous media accolades and
winning shelf space in major retail stores.
Heady Times sat down with Walberg to learn how PRESS was able to
make such an impact on the hard seltzer industry in such a short time.
Heady Times (HT): Tell us about the origins of PRESS.
Amy Walberg (AW): I founded PRESS Premium Alcohol Seltzer in 2015
when my son Colin was just an infant and my daughter Paige was a
toddler. I was at a point in my life where I was newly single, caring for
two small children and trying to juggle a career in corporate advertising. I
needed to re-invent myself and I wanted a career on my own terms. I’ve
always been an avid seltzer fan and noticed there weren’t any premium
alcohol seltzers on the market, so I decided to make my own.
The first years were tough because hard soda went bust, and we had to
push through to show [consumers] how we were different. We did a lot
of grassroots tastings to get the consumer to sample, which continues to Amy Walberg started PRESS Seltzer in her home kitchen, looking
be a tactic that really drives our business. When people try PRESS, they to create a hard seltzer that was “Vividly Distinct”. Five years later,
get it. We love hearing from people who’ve tried PRESS for the first time she is the only woman to own a top-10 seltzer brand.
and say they’re only drinking PRESS from here on out. My vision has
Cardamom, Blackberry Hibiscus and
always been to create an elevated alcohol seltzer experience and that
Lime Lemongrass have won accolades
validation is so personal and rewarding.
from reviewers including Martha Stewart,
HT: What sets PRESS apart from other seltzers in the market? Forbes and Beverage Industry.
AW: For one thing, PRESS is the only woman-founded hard I also wanted to create a seltzer with a
seltzer created at a time when women were largely ignored by the lower ABV. I love to have a drink or two with
alcohol industry. Second, we’ve had an explosive start in 2021. In the my girlfriends, but as a parent, I need to
first quarter of the year, the seltzer category as a whole is up 57% – but be able to jump back into mom-mode at a
PRESS is up 135% in grocery. We believe we can maintain that growth moment’s notice. And I also wanted PRESS
throughout the entire year and finish with growth in the triple digits. to look great. The simple, sophisticated
cans work just as well at a dinner party as
And PRESS offers consumers a uniquely high-end seltzer experience both
they do at a BBQ.
in elevated flavor profiles and packaging. When I dreamed up PRESS,
I wanted something that, first and foremost, tasted great. We use all- At PRESS, we engage with our consumers
natural ingredients so the true essence of the fruits and spices peek and show up in an authentic way. Seltzer is
through the crisp seltzer bubbles. Our flagship flavors like Grapefruit all we do.
8 HeadyTimes v.35 www.amoskeagbeverages.comBrewerHIGHLIGHT
HT: Can you tell us more about your
Take Your Pick of Sparkling,
“good, better, best” mentality? Premium Flavors with PRESS
AW: Traditionally, good brands attract a Variety Packs
more price-conscious consumer looking With 2/12 variety packs dominating sales in the
for higher alcohol content. Better brands hard seltzer segment, you can bet that the PRESS
typically have the largest volume, are mass- Signature and Select Variety Packs are the perfect
marketed and define the mainstream in the packages for your customers to discover this
segment. Best brands are considered trade- premium hard seltzer. And the sleek, dark packaging
up options for consumers looking for more pops on the shelf, while communicating the premium
than the popular brand. A premium product nature of the product.
with unique propositions. We continue to
gain market share with consumers that PRESS Signature Variety Pack
desire a more premium seltzer experience.
Containing some of
HT: Who is the ideal PRESS consumer? Walberg’s first and most
AW: Someone who is confident, self- popular hard seltzer
assured and intellectual. They enjoy hosting concoctions, the Signature
and are conscientious about diet and Variety Pack includes:
know it as an essential part of wellness. Blackberry Hibiscus,
Discerning consumers, who are attracted Pomegranate Ginger,
to authentic products. They enjoy finding Grapefruit Cardamom and
the best products in the category and like Lime Lemongrass.
sharing them with like-minded friends. Early
adopters that are “in the know.”
HT: What inspired you to create such PRESS Select Variety Pack
innovative and unique flavors?
Featuring flavors raved about in Forbes, Good
AW: The traveling bug really bit me in Housekeeping and other publications, the new Select
college and when I entered the workforce, Variety Pack includes: Pear Chamomile, Lingonberry
every year I would save up my vacation Elderflower, Pineapple Basil and Apple Cinnamon.
time and travel for about a month, all
over the world. Surprisingly, a lot of those
experiences informed my flavor profiles – for
example, [the inclusion of] cardamom was
inspired by India. At the time, I didn’t know
how important these experiences would be,
but exposure to these foreign cultures have
contributed to the unique flavor profiles that
set PRESS apart. I also think that same
sense of adventure is part of why I’ve taken
this uncertain entrepreneurial path.
Inspiration is always hitting me and my
kids love to share ideas. On a vacation
to Costa Rica, we were greeted by hotel Blackberry Hibiscus and
staff with a pineapple drink. My daughter Pomegranate Ginger
Paige looked at me and said, “you should
These simple, sophisticated
make a Pineapple PRESS!” Her suggestion
cans work just as well at a
definitely got my wheels turning and
dinner party as they do at
resulted in Pineapple Basil, a flavor
a BBQ.
included in our new Select Variety Pack.
While the flavor ideas are always born
in-house, we work with an amazing team
who helps us get the profiles just right… so
I’m not destroying my kitchen anymore.
www.amoskeagbeverages.com HeadyTimes v.35 9Off-PremiseSPOTLIGHT
Bunny’s Superette
L
OCATED ON 75 WEBSTER STREET, BUNNY’S SUPERETTE HAS BEEN
a fixture in the North End neighborhood of Manchester since 1971,
when it was owned and operated by the Burke family. The Nyaupane
family, purchased Bunny’s in 2010 and has gone to work improving and
updating the space while embracing the store’s tradition of being a small
neighborhood market.
Heady Times caught up with Pramod Nyaupane to learn more about
Bunny’s Superette and how the pandemic affected business.
Heady Times (HT): How did you get started in this business?
Owner of Bunny’s Superette, Pramod Nyaupane
Pramod Nyaupane (PN): My wife and I both spent years working in
retail, but like many, we always wanted to have our own place. We
started with a small convenience store, Shop N Go on Massabessic
Street, in Manchester in 2007. We were very fortunate to have had the
opportunity to purchase Bunny’s Superette in 2010.
HT: How would you describe Bunny’s?
PN: Bunny’s is a small neighborhood grocery store. You can find
everything that you usually find in big grocery stores here. We are very
proud to offer homemade prepared foods like our signature baked beans,
chili beans and chop suey. We have a wide selection of wine and beer.
We also have a small section of fresh meat and produce as well. We
even have a small hardware section. One thing that makes us different
is that we also have an authentic take-out Nepali restaurant within our
store called Gurung’s Kitchen, which serves up delicious dishes like
fried momos (dumplings), shapale (fried meat pie), chow mein, chicken
chili and much more. We opened our second location called Bunny’s
Convenience in 2017 on the corner of Elm Street & Amherst Street
in Manchester. That is more of a “grab-and-go” convenience store
but customers still can get our famous baked beans, chili beans and
HT: We hear you’ve earned a reputation
American chop suey there as well.
for selling winning lottery tickets.
HT: Tell us about your beer selection.
PN: Yes! Not only are we the top-selling
PN: Over the years, we’ve continued to grow our beer assortment, New Hampshire Lottery retailer in the state
especially our craft beers and hard seltzers. Because our selection for last 8 years, but Bunny’s Superette
keeps getting bigger, we had to expand the space to house our beer. continues to be the winningest New
I’m really excited to announce the new addition of our state-of-the-art Hampshire Lottery retailer! It doesn’t matter
beer cave. Now, our customers can pick up cold cases and six-packs if the jackpot is big or small; we’ve got folks
of their favorite brews, including White Claw, Truly, Great North IPA and constantly stopping by to grab their lucky
Coors Light, which are just a sampling of some of our big sellers that lottery tickets.
Amoskeag carries.
HT: What else do you want the readers
HT: How did COVID affect your businesses? to know about Bunny’s?
PN: Our store on Webster Street weathered the storm pretty well. Like PN: We strive to offer the best customer
everyone else, we had to change the way we did business in order service, while providing nearly everything
keep our staff and customers safe, by ramping up our cleaning and our customers need. Bunny’s is open
safety protocols. Supply issues were difficult in the beginning, but that 7 days a week including holidays. Bunny’s
has gotten better. Unfortunately, our other location was hit harder. That will always be open! There is a saying
store normally gets a lot of foot traffic and when COVID hit, Elm Street around here; Bunny’s is open as long as we
basically shut down, as it’s home to many offices, restaurants and bars have our power. And if you’re looking for an
that were temporarily closed. Thankfully, things are opening back up and item and we don’t carry it, just ask and we
we are hoping things get somewhat normal in a few months. will do our best to bring in that item.
75 Webster Street • Manchester • 603-622-5080
10 HeadyTimes v.35 www.amoskeagbeverages.comOn-PremiseSPOTLIGHT
Dublin Road Taproom & Eatery
T
HE MAJESTIC BACKDROP OF MOUNT MONADNOCK, COMBINED
with the beautifully landscaped grounds of The Shattuck (a premier
18-hole, public golf course and driving range), makes for an
exceptional setting for lunch, dinner or drinks. And that’s just one reason
why folks are flocking to the Dublin Road Taproom & Eatery, which is
located on-site at this hidden gem in Jaffrey.
Heady Times chatted with Doni Ash, owner of the Dublin Road Taproom
& Eatery and The Shattuck golf course, to learn more about this
growing establishment.
Heady Times (HT): How did this new venture start?
Doni Ash (DA): I was looking to open another property after my
restaurant, Lab’n Lager in Jaffrey, was taken by the state by eminent
domain (the Keene Lab’n Lager is still open). So, after purchasing The
Shattuck golf course, I decided to revamp the onsite ballroom and
transform it into a spot for delicious comfort food, pub favorites and
some of the best craft beer in the region.
HT: Tell us about your beer lineup.
DA: We have 24 taps and over 24 canned offerings. Staying well
rounded in the beer category, with a vast variety, means that we’re
able to satisfy every type of beer drinker. Whether we’re pouring one of
Smuttynose’s small batch, limited releases, or a classic craft from our
friends at Harpoon, we’ve got our customers covered. And for those who
don’t love beer, we offer a full bar featuring a variety of wine and non-
alcoholic beverages.
HT: How are you doing business in a COVID-19 world?
Owner of Dublin Road Taproom & Eatery, Doni Ash
DA: We were just about ready to open the Dublin Road Taproom &
Eatery when the pandemic hit, delaying the opening until last May. We
jumped into action, making sure we went above and beyond to keep our
customers, and our team, safe. Thankfully, we have a huge space where
tables are easily kept at least six feet apart, masks are mandatory and
constant sanitizing is a priority. We offer ample indoor seating as well as
an outdoor dining space on our gorgeous deck and patio. We are excited
about our brand-new porch that will be complete in April. It will be perfect
for small functions. We also offer a takeout menu for those who want to
grab-and-go. We feel very fortunate to have weathered the COVID storm.
We’ve had a record number of golfers this past summer and fall, partly
due to the size of the golf course and standard distance that you keep
from other golfers. Golf is the perfect social distancing sport!
HT: What else should our readers know about the Dublin Road
Taproom & Eatery?
DA: After a day of adventure, whether it be hiking, cross country
skiing, hitting the links or out for a scenic drive with the family, the
Dublin Road Taproom & Eatery is the perfect place for a great meal
and a drink. Guests can expect made-from-scratch classics like our
signature burgers or fresh lobster rolls that pair perfectly with a cold
craft brew. We are open seven days a week from 11am-9pm and our
dedicated staff take pride in providing top-notch service in a safe and
welcoming environment.
shattuckgolf.com/the-taproom • 53 Dublin Road • Jaffrey • 603-532-4300
www.amoskeagbeverages.com HeadyTimes v.35 11NewPRODUCTS Non-Alcoholic
La Colombe Coffee Draft Lattes Dogfish Head
Frothy with the Lemon Quest
perfect blend of Lemon Quest is Dogfish Head’s new,
milk and cold brew, non-alcoholic fruited wheat beer made
each La Colombe with lemon puree, blueberry juice, acai
Latte is made with whole, real ingredients that bring the berries, monk fruit, sea salt and special
taste and texture of a coffeehouse latte to the kitchen Hopsteiner Polyphenol-Rich Hop Pellets.
countertop. La Colombe has the top three performing With just 90 calories per 12 oz. can,
super-premium singles in the RTD category, including Lemon Quest is a deliciously refreshing,
Vanilla Draft Latte, Triple Shot Draft Latte and active lifestyle-oriented, non-alcoholic
Mocha Draft Latte. The ready-to-drink coffee category, alternative that boasts invigorating
currently valued at $4.6B, is expected to show significant flavors of bright-citrusy lemon,
growth through 2024 ($7B), making them the fastest- slightly sweet berries and just
growing segment in the non-alcohol beverage industry. a bit of salt. ABV:NewPRODUCTS NewPRODUCTS
Non-Alcoholic New to Amoskeag
BioSteel Sports Drink Northwoods Coffee Porter
BioSteel Sports Drink – Clean. Healthy. A velvety, smooth cold brew porter with a
Hydration. Originally developed for professional coffeehouse aroma and a smooth, semi-
athletes, this sugar free sports drink is no sweet chocolate flavor. They built this
longer the best kept secret in sports and is now beer on a foundation of Maris Otter, and a
available to all. With natural, best in class ingredients, it is blend of chocolate wheat and caramel rye
a must to fuel an active lifestyle. Their mission is to create malts. After primary fermentation
the healthiest and most trusted sports nutrition product on with an isolated Kveik yeast
the planet. Available flavors include: Mixed Berry, Blue strain, it undergoes a
Raspberry, White Freeze, Peach Mango, and Rainbow short cold brew cycle,
Twist. Availability: Now! Year‑round resting on one
pound per barrel of
locally roasted, organic
coffee beans. This is a new-
aged classic. ABV: 4.7%
Packages: 16 oz. cans and
draught Availability: Now, year‑round
Northwoods
Trapper’s Pack NE IPA
NewPRODUCTS Trapper’s Packs (or pack baskets,
Adirondack baskets, hunting baskets) have
New to Amoskeag been around for centuries. Generations of
outdoors people have made use of these
Northwoods Brewing Company carefully crafted packs that are the result
Since opening their doors in 2018, of the blending of 17th century French
Northwoods Brewing Company has worked explorers and American Indian cultures.
to produce a product that celebrates two Electric yellow, with a dainty haze. Layers of canteloupe,
of life’s most simple pleasures: good lemon-lime, pungent pine, and lemon balm settle in the
beer and the outdoors. Northwoods Brewing looks aroma. Flavors of strawberry, watermelon, and tropical
to nature as a constant source of inspiration, and fruit, meet melon, lemongrass, and spruce tips, in the
craft their brews with the intention that they will pair wheat-forward, medium body. A pithy hop bitterness
harmoniously with everyone’s varied interactions with lingers for a moment so you can think about what
the beautiful surroundings of New England. These are you’re sipping. As relaxing as that perfect afternoon in
brews meant to be enjoyed while waiting for the fly to the spring woods. ABV: 6.4% Packages: 16 oz. cans
be taken, celebrating reaching a new summit, after and draught Availability: Now, year‑round
laying tracks in fresh powder, or while relaxing around
a fire in your own backyard. At Northwoods, they Northwoods
believe that the outdoors brings us together, and that Landlocks & Brookies
good beer should always take you somewhere. Pale Ale
Northwoods Glass Double This pale ale is fermented with a
Juggernaut Kveik blend. Pale malt and
Dry Hopped India Pale Ale flaked oats set the simple base with a
Rare and few are the days of glass, as any whirlpool hop addition of Azacca. Dry
fly fishing enthusiast knows. This DDH IPA is hopped with Azacca and Ekuanot. Notes of
uniquely tropical with aromas of candied citrus peach rings, papaya, pineapple and lime in
peel and stone fruit. Each sip is full of pineapple, the aroma. A slight hop bitterness balances this juicy,
melon, and apricot with a timely bready balance. sweet sipper. ABV: 5% Packages: 16 oz. cans and
Fermented with ale yeast, native to Maine and draught Availability: Now, year‑round
brewed to make every day a little more like a glass
day. ABV: 6% Packages: 16 oz. cans and draught
Availability: Now, year‑round
www.amoskeagbeverages.com HeadyTimes v.35 13NewPRODUCTS New to Amoskeag
Hobbs Brewing Co. Hobbs Pitch-a-Tent DIPA
Ash Fischbein, co-founder of Hobbs El Dorado, Citra, and Mandarina
Tavern & Brewing Company, and Sap Bavaria hops impart candied orange
House Meadery, began making beer and guava, with just the right
at a young age. He was too young to amount of bite. Hobbs skipped
buy it so he learned how to make it. the haze but kept the flavor in
In the late 1990’s when craft beer Pitich-a-Tent DIPA. ABV: 8%
was hardly born, Ash began making Packages: 16 oz. cans and draught
many craft beers and meads. Availability: Now, year‑round
A couple years later in 2013, Ash met up
with a friend he worked with in the restaurant
industry, Rob Finneron, and began a discussion Fun Wine
of ideas that would soon become Hobbs Tavern
Joe Peleg, Founder & CEO
& Brewing Company. The two purchased what is a
of Fun Wine, wanted to
landmark in the town of Ossipee, the Hobbs Farm.
provide an alternative to
To pay homage to the Hobbs family that built this
traditional wine with
house, barn and farm back in 1885, they have
a fun, refreshing, and
named it Hobbs Tavern & Brewing Co.
flavor-packed bubbly
They now have a fully operational brewery. Crafting wine that would have
exceptional beers from the freshest ingredients mass appeal. So, he
possible. Like the original Hobbs family who settled partnered with artist Miguel Paredes to design the
in America in 1637, Ash, Rob and their team are eye-catching bottles. He believes wine should be
determined to pioneer in the revitalization of their fun and not intimidating or stuck up, that people
town, bringing innovation to food and libations, and of all ages can enjoy. He wanted to create a wine
becoming New Hampshire’s craft brewery. Cheers! with popular flavors at a more attractive price than
traditional wine. At the same time, Joe had a desire
Hobbs Hi, Jack! New to create “FUN WINE.” The market saw a developing
England India Pale Ale trend stirring away from beer towards alternative
alcohol beverages and a global movement to
Hi, Jack! is a juicy IPA with notes of “Better for You” alternatives.
pineapple and orange from the Citra,
Simcoe, and Mandarina Bavaria hops. Fun Wine is an
ABV: 6.2% Packages: 16 oz. cans and award-winning, gluten
draught Availability: Now, year‑round free, low alcohol
“5.5% ABV”, lower
Hobbs Back Road in calories, flavored
wine. Fun Wine
American Brown Ale Hard Bubbly
Back Road Brown is a robust American Collection includes:
brown ale with notes of coffee, caramel, Strawberry Rosé
and chocolate. A unique blend of Moscato, Coconut
malts gives this beer a smooth, rich Chardonnay,
base and a carefully selected variety Sangria & Peach
of American hops make it shine. Passion Moscato.
ABV: 6.3% Package: 16 oz. cans only Fun Wine’s Café Graffiti Collection
Availability: Now, year‑round includes: Espresso Cabernet &
Cappuccino Chardonnay. They
Hobbs Black Sheep are conversation starters and
German-Style Pilsner Instagram-worthy, like drinking
out of a piece of art. ABV: 5.5%
A crisp and clean German-style Package: 750 ml bottles only
lager, Black Sheep Pilsner has Noble Availability: Now, year‑round
hops that contribute a slight spicy, earthy character.
ABV: 5.9% Packages: 16 oz. cans and draught
Availability: Now, year‑round
14 HeadyTimes v.35 www.amoskeagbeverages.comNew to Amoskeag NewPRODUCTS
Greater Good Coors Pure
Imperial Brewing Co. Say hello to Coors Pure, a
Paul Wengender founded Greater Good new, USDA-organic certified
Imperial Brewing Company in 2015, beer made with simple,
after a career that ranged from genetics, quality ingredients: organic
entrepreneurship, and finance to founding and barley, organic hops and
running a contract fermentation lab. His background water. It’s the same Rocky
included all the necessary “transferable skill sets” Mountain refreshment
to build a lineup of brews that range from 8% - 12% you’ve come to know and love, with the crisp
under the name Greater Good: America’s First All- and clean taste of Coors. And with only 92 calories,
Imperial Brewing Company. In 2017, Wengender zero sugar and a low 3.8% ABV, this pure light beer has
and his team rehabbed a 60-year old food storage serious staying power. ABV: 3.8% Packages: 12, 16 and
warehouse into a state-of-the-art brewing facility, 24 oz. cans Availability: Now, year‑round
housing the largest brewery taproom in the city of
Worcester, MA. Proof Point Seltzer Cocktails
Proof Point is bringing
Greater Good PULP DADDY
something new:
New England IPA easy-drinking spirited
PULP DADDY is created as an extension of the seltzers expertly crafted
popular PULP (Paul’s Ultimate Lupulin Protocol) with real juice, real
brand; like PULP, this “juice forward” IPA has spirits, and only 100
a predominant citrusy aroma and tastes like calories. Customers
nectar of the hop Gods! Greater Good made one won’t find canned
modification to the base process for PULP with a cocktail spritzers with
single objective in mind: dial up the haze. PULP DADDY is just 100 calories,
easy-drinking and refreshing with perfect nebulosity and zero sugar and all this flavor anywhere else. These
mouthfeel. ABV: 8% Packages: 16 oz. cans and draught super premium hard seltzers will be hitting the market
Availability: Now, year round with four tested and beloved cocktails, each perfectly
paired: Vodka Seltzer with Lime, Whiskey Seltzer
Greater Good Good Night Moon with Blackberry Lemon, Rum Seltzer with Mango
Pineapple, and, in April, Tequila Seltzer Grapefruit.
Imperial Milk Porter ABV: 5.0% Package: 12 oz. cans only Availability: Now,
Greater Good created a traditional-style London year‑round
porter with the addition of lactose to give it
a creamier mouth feel, a technique famously
found in milk stouts. The results are out of this
Topo Chico Hard Seltzer
world. Brewed with South American coffee and Fans of iconic Topo Chico Mineral Water rejoice! Topo
chocolate malts – you’ll get unbelievable hints Chico Hard Seltzer makes its debut in March 2021. This
of roasted flavors that only enhance the typical is the only hard seltzer inspired by the classic taste of
caramel flavors of traditional porter. ABV: 11% Topo Chico, and it comes in four mouth-watering flavors:
Package: 16 oz. cans only Availability: Now, Tangy Lemon Lime, Tropical Mango, Strawberry
year‑round Guava and Exotic Pineapple. Their premium-but-
still-attainable positioning and strong, loyal following
Greater Good Greylock will help make Topo Chico Hard Seltzer a huge hit in
Imperial New England IPA the millennial and Latino market, where much of the
brand’s fan base already exists. Don’t miss out on this
Greylock is curiously turbid and cloudy, with just innovation from a classic
the right amount of hoppiness, big aromatics, brand, serving up flavorful
and tasty citrus flavor. Greater Good paired a new ideas in a refreshing
special blend of sought-after Pacific Northwest and fun way. ABV: 4.7%
hops with traditional New England style yeast to Package: 12 oz. cans
give a deliciously juicy and floral Imperial brew that’s only Availability: Now,
completely unfiltered, so your palate will enjoy hints year‑round
of fresh squeezed grapefruit, orange and passionfruit
with every sip! ABV: 12% Packages: 16 oz. cans and
draught Availability: Now, year‑round
www.amoskeagbeverages.com HeadyTimes v.35 15You can also read
