KRAMER BEVERAGE
Spring 2015 | V.14
IPA
EAST COAST
WEST COAST
& EVERYTHING IN BETWEEN
Retail Edge Seasonals The Beer Guy New Products Programs
LETTER
TO
THE
TRADE
|
SPRING
SELECTIONS
|
MARKETING
PLANNING
Letter toTHE TRADE
T
HESE DAYS, IT MUST SEEM THAT YOU ARE
hearing a sales pitch for the newest seasonal,
one-off, innovation, brand or brewery every time
a sales representative is walking into your bar or liquor
store. I know that I’m finding it increasingly difficult to
keep up.
In 2014 alone, there were over 550 new craft
breweries and brewpubs that opened with more than
1000 in the works. Locally, there are 32 breweries
that belong to the Garden State Craft Brewers Guild
with 16 more in the planning stages. That is a lot of
new beers.
As a distributor, it is hard for us to turn down a new
brand from our existing breweries, and we have hard
decisions to make when it comes to bringing on new
breweries. Everyone seems to make quality beer these days, so we try to do our
homework and make the right call. Sometimes we find an overnight success,
but many times we don’t, and we’re left with more beer than we can sell.
I’m sure you have similar dilemmas, not only with each beer distributor, but with
wine and spirits too. How can we possibly know which craft beer will sell? While
there are no guarantees, I can very confidently recommend the Blue Moon family
of brands. Amidst the fanfare of all these new breweries, Blue Moon is celebrating
its 20th year in brewing. It was founded in Denver by Keith Villa in 1995, and he
remains the Brewmaster today. Keith was in South Jersey this past March to help
celebrate the 10th anniversary of the Atlantic City Beer Festival and the 20th of
Blue Moon. He is incredibly knowledgeable and a truly nice guy.
In This
ISSUE
Cover Story������������������������1
Bubba’s Liquor Stores ���������2
Country Club Tavern������������3
New Products���������������������4
Seasonal Selections�������������7
Programs������������������������ 10
Retail Edge���������������������� 12
The Beer Guy������������������� 13
As the story goes, while receiving his Ph.D. in Brewing from the University of
Brussles in Belgium, Villa fell in love with the Belgian Wit style that is prevalent
throughout the country. He came back to the U.S. with the idea to recreate the
Belgian style, but with a twist. After many batches, Blue Moon Belgian White
(now called Blue Moon Belgian White Belgian-Style Wheat Ale) was born.
Over the last several years, their portfolio has grown to include a very successful
lineup of seasonals. I hope you brought in First Peach, the spring seasonal that
was a smashing success. Summer Honey Wheat is now available in bottles, cans
and kegs as well as both of their Brewmaster Summer Samplers. Cinnamon
Horchata Ale, which was only available as part of the Winter Variety Pack, is now
available as a stand-alone 6 pack. Horchata was inspired by Keith’s Hispanic
heritage. He grew up enjoying aqua de horchata, a creamy and refreshing
beverage made from cinnamon and rice milk. You will fall in love with this brew.
The brewery’s newest year- round offering, White IPA is a great combination of
the Belgian White and IPA, which is the most popular craft style. Hop citrus and
orange peel complement the wheat and malts for an exceptionally well balanced
flavor. White IPA is available in both 6 pks and kegs.
With the inevitable clutter that has invaded the beer space, the Blue Moon family
of brands has longevity, success, quality, marketing support, and a great face
to the brand with Keith Villa. Let’s all take advantage of the 20 year “overnight
success” of Blue Moon. Best wishes for a successful summer selling season.
Mark Kramer
President
Heady Times is published four times a year, courtesy
of Kramer Beverage.
CoverSTORY
“
East Coast IPAs, West Coast IPAs
And Everything in Between
I
T’S AN IPA WORLD AND WE ARE JUST LIVING IN IT,” A CRAFT BEER
enthusiast said at a recent beer festival. And who could argue with
that? Innovative craft brewers, unconstrained by style dictates, have
access to an unprecedented variety of hops which they combine to
create new and exciting flavors. And because beer drinkers continue to
crave hops, there is still demand for the stream of new, style-bending
IPAs hitting the market. Backing up that claim, Bump Williams Consulting
reports that IPAs are the most “called for” style of beer across the bar
and in stores today. The company also reports that an astonishing 40%
of all tap handles in the U.S. are devoted to IPAs.
Matt Guyer, owner of the retail store Beer
Yard in Wayne, PA says, “Oddly, the arrival
of session IPAs has highlighted the fact that
there are many different kinds of American
IPA sub-categories. Initially customers
just focused on the fact that IPAs like
Captain Lawrence Effortless IPA and Heavy
Seas Crossbones have lower ABVs. Then,
customers started looking beyond ABVs and
noticed the new IPA styles.”
Once upon a time it was enough to know that English IPAs and American
IPAs were different. The English beers tend to be mellower and less
hoppy than their modern American counterparts, which have more citrusy
hops. Innis & Gunn’s Toasted Oak IPA has a fervent hoppy character
that hails from the unique addition of large quantities of hops at three
separate points during brewing. The result is a beer that’s rounded,
yet refreshing, with delicate floral notes and oodles of zesty freshness.
Closer to home, Great Lakes Commodore Perry IPA is well-hopped, but
with a dry, fruity finish. “It’s the perfect introduction to the world of IPAs
Beer drinkers that like hoppy beers need to
understand the many [IPA] sub-categories
so they can find the beer that they like to
drink. Some IPAs are more bracingly bitter,
while others lean toward hop flavor rather
than bitterness. Weinmann says that the
craze and demand for IPAs will continue.
All the more reason, he believes, to be
aware of the styles you offer. American or
“The craze and demand for IPAs
will continue. All the more reason to be
aware of the styles you offer.”
as the mouth feel is bold with just enough bitterness and a nice clean
finish,” says Mark Weinmann Great Lakes Sales Manager for Eastern
Pennsylvania and New Jersey.
Then the IPA landscape became a bit more complicated. American IPA
styles soon fell into two distinct camps, East Coast and West Coast.
East Coast-style IPAs, such as Brooklyn East IPA, contain their fair share
of hops, but these beers are also appreciated for their malt complexity.
East IPA is a clean, drinkable IPA that’s packed with flavor and offers a
bold balance, not a smack in the head. American hops soar in the bright
piney aroma, while East Kent Goldings hops bring the taste of stone
fruits and firm bitterness. West Coast IPAs, on the other hand, are all
about hops – big, bold American and Australian varieties in particular
that impart flavors described as citrusy, fruity, piney, herbal and even
resinous. Beers brewed in this style include Speakeasy Big Daddy and
Coronado Islander to name a few.
Yes, there are a lot of IPAs on the market with more arriving daily. But
saying that new IPAs are coming to market is a bit misleading. Brewer
innovation is at an all-time high and they are actually creating entirely
new sub-categories of American IPAs. That’s actually the crux of this
discussion. How do you wrap your head around the IPAs that might just
be described as “everything in between”?
English? Hop explosion or bitter sweetness?
Weinmann cautions, “The candy store is
open but which candy are you going to
sell? If you don’t know the difference, then
you might be selling only one piece of
candy.”
The variety is mind blowing. With many
establishments dedicating multiple tap
lines to IPAs, having a balanced list with
a pointed bit of education will lead to a
more intelligent/delicious experience for the
consumer. Choosing to have 3 IPAs on tap
out of 12 lines is only a sound move if they
are diverse in style and strength. A ‘too
many cooks in the kitchen’ situation can
be avoided when a carefully curated tap-list
runs the gamut of flavor, ABV and price.
www.kramerbev.com HeadyTimes v.14
1
Off-PremiseSPOTLIGHT
Bubba’s Liquor Stores
L
EON JR. AND MARGE SOBCZAK SPENT MANY ENJOYABLE
summers in Wildwood growing up. Being very entrepreneurial,
the parents decided to open a store in the Wildwoods. In
1987, Piro’s Restaurant on 18th street became available, and
they bought the property.
The first Bubba’s was a very small store, but business was strong.
The success of that location can be attributed to the discounting
policy the store instituted. Being a seasonal shore town, The
Wildwoods never embraced discounting, and therefore Bubba’s
became known for their great pricing. As a matter of fact, this
discounting policy has been the mantra with all the Bubba’s
stores, including the phrase “You don’t have to pay more because
you are at the shore.”
Quickly outgrowing the 18th St. location, Mrs. Sobczak was able
to purchase the Angelsea Liquor store on Spruce St. in 1989. A
major renovation and expansion took place, and Bubba’s Liquor
Warehouse was born. This store was the first discount warehouse
concept established in the Wildwoods. The 6,400 sq. ft. facility
became an instant destination for the purchase of beer, wine
and spirits.
Leon III started his apprenticeship at this store, and eventually, he
became the driving force behind the success of this location. With
its discounted, pallet-sized beer displays, huge selection of wine
and spirits, and distinctive promotions, the store quickly became a
hit with customers.
Leon established a working relationship with Kramer Beverage
Co. With the assistance of the sales staff, merchandising team,
and KBC management, the store’s sales soared. Whether it was
Coors Light-themed 30 pack displays, Yuengling truck load sales or
Twisted Tea radio promotions, Kramer Beverage was always at the
forefront, bringing excitement to the store.
In 1993, Leon left the Bubba’s location, and headed out on his
own. He felt that his stint in Wildwood prepared him to succeed
in other communities in South Jersey. He wanted to export
the same merchandising concept to Cumberland County. He
found a struggling Party Times Liquor store on Delsea Drive, in
Vineland, expanded the store to 4,000 sq. ft and opened Bubba’s
Liquor Warehouse. Needless to say, the concept worked. He
again reached out to Kramer Beverage for their assistance with
promotional and merchandise opportunities.
Because the Bubba’s Vineland location has a different
demographic than the Shore location, Leon looks to Corona and
Coors Light as mainstays for displays and price features. KBC
salesman, Pat Bradley keeps Leon informed and up-to-date on all
the promotional opportunities and programs that KBC offers.
In the very near future, Bubba’s Wildwood will be celebrating its
30th year in the package store industry. This business has thrived
thanks to a consistent and a strong concept, and hands-on
management.
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On-PremiseSPOTLIGHT
Country Club Tavern
T
HE COUNTRY CLUB TAVERN ON RTE. 9 IN SWAINTON IS
a business that stands out from the rest. Heady Times
interviewed co-owner Russell Buckingham and GM Doug
Greenberg, to shed some light on what makes this bar and
package store so successful.
In 1987, the Buckingham and Casper families bought land and
acquired a liquor license in order to open a package goods store.
However, because they owned a combination license, they needed
to operate a bar to satisfy it. The Rte. 9 package store and 6-seat
bar catered primarily to blue collar consumers, and because there
was little competition in the area, the package goods sold very
well. The tavern’s nickname in those days was the OK Corral. As
the store grew in popularity, a funny thing happened – the bar
business took off as well. Six seats became 12 and the bar was
moved to accommodate the additional seating. Finally in 1994,
the booming bar business forced a major expansion.
Country Club Tavern on Rte. 9 in Swainton
Enter Doug Greenberg, a valuable employee who has held many
positions over the years, in the package goods division of the
business as well as the bar, gaining valuable experience along the
way. In 2011, he was appointed general manager.
Today, The Country Club Tavern is flourishing. Not only is the
package goods business thriving, the newly expanded countrythemed restaurant and bar is as well. The bar features a brand
new 24-tap draught system that offers tried-and-true favorites as
well as numerous craft selections. The bar consistently offers $1
Coors Light draft specials, but there are also 12 handles dedicated
to craft brews including Magic Hat, Brooklyn and Great Lakes.
The tavern maintains a tremendous relationship with Kramer
Beverage and Greenberg credits KBC salesman, Pat Carter for
the strong bond. “Pat is aggressive without being pushy. He’s
tremendous and does more promotionally with us than all the
other wholesalers combined.”
The explosion of craft beer has attracted a different type of
consumer to the tavern in recent years – one who enjoys high
quality fare, and good food is something that the Country Club
Tavern does really well. Food sales are on the rise and they are
often packed for dinner. The tavern is known not as a “bar with
sandwiches,” but rather a “restaurant with a bar.”
If it’s great entertainment you’re looking for – they’ve got that too.
Excitement is the name of the game at the tavern. They host beer
dinners as well as tap takeovers, and offer live entertainment fairly
often. On Tuesday and Saturday nights, local soloists, duos and
five piece bands are featured.
Buckingham and Greenberg are preparing for another great
summer season, and the Country Club Tavern is well positioned to
take advantage of the warm weather rush.
www.kramerbev.com HeadyTimes v.14
3
NewPRODUCTS
The New Corona Can
Great Lakes Brand Refresh
The Corona bottle has long been an icon of carefree
enjoyment. In 2015, Corona is re-launching its cans
to bring the bottle’s essence to the can format. With a
bold new Corona Extra can design, refreshed packaging
for Corona Extra and Corona Light, and new Corona
24 pack cans, Corona is opening a huge opportunity
for retailers. Robust advertising support, including
English and Spanish TV as well as digital and out-ofhome marketing, will make the Corona can re-launch
the biggest product launch in Constellation history!
Availability: Now, year-round
Rodenbach
Grand Cru 11.2 oz. Bottles
Rodenbach’s best-selling beer is now available in
11.2 oz. 4 packs! Rodenbach Grand Cru, formerly only
available in 25 oz. bottles and draught, is bright and
tart, with hints of ripe berries and
oak. Within its rich, ruby depths
you’ll discover hearty wine-like
flavors that match up beautifully
with strong-flavored foods,
while your tongue rejoices in
its refreshing effervescence
and tart finish. Now, faced
with the age-old question,
“Beer or Wine?” you don’t
have to decide. Grand Cru
is all you’ll need. ABV: 6%
Availability: Now, year-round
Great Lakes Brewing Company (GLBC) launched their
refreshed logo to the public in January and now we
get to see the new packaging artwork for their five
year-round brands! The artwork was handcrafted by
artist Darren Booth, who is known for creating detailed
paintings with collage elements. GLBC provided Booth
with archival materials relevant to each brand that were
then incorporated into his paintings. These discoverable
elements bring additional storytelling opportunities to
each package. The year-round packages will hit shelves
beginning in May, and in June, the first seasonal with
refreshed packaging will be released. In addition to
new packaging, GLBC will also release redesigned tap
handles, signage and merchandise around Memorial
Day. A new company website will launch in May, along
with the new Great Lakes Brewing Company Beer
Symposium – a visitor’s center and event space.
Smirnoff Ice Watermelon Mimosa
Formerly a seasonal, Watermelon Mimosa will be available year-round
beginning this spring! Not too sweet or overly flavored, Watermelon Mimosa
has a juicy watermelon flavor with refreshing prosecco notes. ABV: 5.8%
Package: 11.2 oz. bottles only Availability: Now, year-round
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NewPRODUCTS
Palm Breeze
Palm Breeze Ruby Red Citrus
Say hello to refreshing, sparkling sales
with Palm Breeze, the newest beverage
line from Mike’s Hard Lemonade Co.!
Palm Breeze, a sparkling alcohol spritz, is
a light, more refreshing style of flavored
malt beverage, debuting this spring in
two tropical flavors – Ruby Red Citrus and
Pineapple Mandarin Orange, Palm Breeze has a hint
more carbonation than a traditional FMB and is very
drinkable at 4.5% ABV.
This sparkling spritz has a fresh-picked grapefruit
aroma and a crisp, very light and refreshing taste. The
additional carbonation adds a bit of zip to the flavor and
a clean finish. ABV: 4.5% Package: 12 oz. cans only
Availability: Now, year-round
“Palm Breeze is the biggest new innovation launch
since original Mike’s Hard Lemonade entered the U.S.
market in 1999,” says Mike’s President, Phil Rosse.
“This is a proven concept in Canada where the brand is
the largest FMB in the country, selling 2 million cases
annually in a market one tenth the size of the United
States.”
Palm Breeze Pineapple
Mandarin Orange
With a fragrant aroma and taste of pineapples
and oranges, this sparkling beverage is clean and
refreshing. ABV: 4.5% Package: 12 oz. cans only
Availability: Now, year-round
“Currently, there are no FMB brands that target
Millennial women directly. Palm Breeze is going to
change that by offering them a delicious, flavorful
product that they can enjoy,” says SVP of Sales, Brian
Smith. “As Philadelphia’s Millennial population continues
to rise, the opportunity is there for Palm Breeze to
be huge in this market,” Smith continues. “We have
strong execution plans in place and the support of the
country’s largest retailers. The sky’s the limit on this
brand’s potential.”
In addition to positioning Palm Breeze to appeal to
Millennial women, Mike’s is also capitalizing on “white
space” in the aisle with tropical flavors. These unique
flavor combinations will appeal to twenty-something
women and offer them a taste like no other brand on
the shelves. Both flavors will be sold nationally in 6
packs of 12 oz. cans.
Mike’s Hard Fridge Packs
The New Victoria Can
Mike’s is best enjoyed fridg-ed cold and Mike’s Fridge
Packs are the perfect fit! Available in the sweet and
refreshing, Mike’s Hard Lemonade and the patriotic
Flavors of the America Party Pack that includes: Hard
Lemonade, Hard Black
Cherry Lemonade,
Hard Peach Lemonade
and Apple Ale, the
convenient 12 oz.
can packs are perfect
for all of your warm
weather festivities.
Availability: Now, yearround
150 years of tradition and pride are now available in
a can! The new Victoria can arrives this
spring, just in time to celebrate 150 years
of progress. Capture a larger share of
the total Hispanic market by offering the
brand new, beautifully designed can in
your store. A great price point will drive
momentum, but the quality and taste of
Victoria remains the same. Carrying both
cans and bottles of Victoria will drive
sales and increase profits year-round.
Availability: Now, year-round
www.kramerbev.com HeadyTimes v.14
5
NewPRODUCTS
Coronado Brewing Co.
In 1996, brothers Ron and Rick Chapman got ahead of the craft brew curve in a big way,
opening a brewpub in the heart of their hometown of Coronado, California. Back then,
craft beer was still a foreign term and San Diego County was home to a mere handful
of breweries. The Chapmans had a clear-cut mission – to celebrate their islander
roots through the creation of exceptional beer. And with those noble ideals,
Coronado Brewing Company was born.
In no time, CBC became the pride and joy of the Crown City behind an
assortment of abundantly hoppy West Coast-style ales. By 2010, CBC was
brewing about 5,000 barrels of beer per year, allowing them to expand their
reach beyond California. In 2012, they grew their empire, building a brand new,
30-barrel brewhouse in a 22,000 square foot building in San Diego’s Tecolote
Canyon area.
CBC’s come a long way over the past 17 years, but through it all, has remained
an operation astutely focused on hometown pride and respect for the art of crafting
quality beer.
Coronado Orange Avenue Wit
Coronado Mermaid’s Red
This So-Cal take on a traditional witbier honors
Coronado’s main street, which is
home to their brewpub and
was once lined with orange
trees. Bolstered by orange
zest, coriander and
orange blossom
honey, it’s Belgium
by way of Coronado.
Expect a refreshing,
light-bodied brew, rife
with citrus zing and a
hint of earthy spice.
ABV: 5.2% Packages: 12 oz. bottles and draught
Availability: Now, year-round
Mermaid’s Red bucks the shallow, mid-range, red ale
stereotype. Loaded with Cascade
hops, it delivers a fresh, floral
aroma and sharp, bitter notes,
all while delivering a solid kick
of roasted malts that
fades seamlessly into
a rich, chocolaty finish
with hints of clove and
caramel. ABV: 5.7%
Packages: 12 oz.
bottles only
Availability: Now,
year‑round
Coronado Idiot IPA
It doesn’t take a genius to know quality
West Coast IPA’s require a stupid amount
of hops. A generous blend of Nugget hops
and the four C’s – Cascade, Centennial,
Chinook and Columbus – brings forth a
myriad of tropical fruit flavors and a
brawny, persistent bitterness that makes
for a highly intelligent brew. ABV: 8.5%
Packages: 12 oz. bottles and draught
Availability: Now, year-round
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HeadyTimes v.14 www.kramerbev.com
Coronado Islander IPA
Named after Coronado Island, the
brewery’s original IPA is a liquid
expression of hometown pride.
Centennial, Chinook and Columbus
hops combine to provide an explosive
burst of piney bitterness and luscious
notes of apricot, grapefruit and mango
that are sure to evoke imagery of
swaying palms and sun-kissed shores.
ABV: 7% Packages: 12 oz. bottles and
draught Availability: Now, year-round
SeasonalSELECTIONS
When Demand Exceeds Supply
Many of our craft seasonal and specialty releases are
available in limited or extremely limited quantities.
Breweries only produce a certain amount of their
specialty beers and Kramer does all they can to get as
much product as possible. In addition, this publication
is compiled months prior to the decision made by the
brewery to allocate their products to the wholesaler.
Variations in production for some of these limited
release offerings will fluctuate, resulting in lower
quantities than anticipated. If you are interested in
something you see in this publication and it is out of
stock when you place your order, please contact your
Kramer Beverage Sales Representative to discuss a
similar option.
Kramer also sends out a craft email blast, weekly to
inform customers of seasonal offerings that are widely
available to you, immediately. If you are interested
in receiving this email, please contact Courtney at
cvandike@kramerbev.com with your email address.
Coors Light Citrus Radler
Coors Light Citrus Radler is the first
American light lager seasonal. It is the
“World’s Most Refreshing Beer” combined
with a blend of natural citrus flavors,
creating a beer that is perfect for warm
weather consumption. Kick off the summer
season with Coors Light Citrus Radler!
ABV: 4.2% Packages: 12, 16 and 24 oz.
cans Availability: Now!
Mike’s Harder
Dragon Fruit Lemonade
Mike’s Harder Dragon Fruit Lemonade is
crisp, light and refreshing with a very
balanced taste of berries, dragon fruit
and ripe cherries. The newest seasonal
in the Mike’s Harder lineup is available
in four different collectible cans!
ABV: 8% Package: 16 oz. cans only
Availability: Now!
Blue Moon Brewmaster’s
Summer Cans Sampler
Don’t miss the flavors of summer
with Blue Moon’s Summer Cans
Sampler. Three varieties have been
Artfully Crafted into one variety
pack, including the famous Blue
Moon Belgian White BelgianStyle Wheat Ale, the summer
seasonal Summer Honey
Wheat, and the new White IPA.
Availability: Now!
Blue Moon Brewmaster’s
Summer Bottle Sampler
Enjoy all the flavors of summer
with the Blue Moon Summer Bottle
Sampler. Six Artfully Crafted varieties
are available in one seasonal mix
pack, including Blue Moon Belgian
White Belgian-Style Wheat Ale,
the summer seasonal Summer
Honey Wheat, the new Cinnamon
Horchata Ale, the Expressionist
Collection® beer Farmhouse Red Saison/FlandersStyle Ale, the limited-release Blackberry Tart Ale, and
the new White IPA. Availability: Now!
Blue Moon Cinnamon Horchata Ale
Cinnamon Horchata Ale is crafted with
natural long-grain rice and a taste of
cinnamon for a subtle sweetness
and a smooth, creamy finish. It is
unfiltered for depth of flavor and a
unique, hazy appearance. This beer
pairs well with semisoft cheeses,
vanilla and custard desserts,
crepes with apples or anything with
chocolate. ABV: 5.5% Package: 12 oz.
bottles only Availability: Now!
Blue Moon Summer Honey Wheat
Blue Moon’s gold medal-winning summer seasonal
is back for 2015! Summer Honey Wheat is a
refreshing ale crafted with clover honey for a subtle
hint of sweetness and balanced with a touch of
orange peel. It pairs well with grilled summer fare
like marinated chicken or pork with honey mustard
sauce. Try Summer Honey Wheat garnished
with an orange or in a sugar-rimmed glass with
signature Blue Moon orange sugar for an Artfully
Crafted experience. ABV: 5.2% Packages: 12 oz.
bottles, 12 oz. cans and draught Availability: May
www.kramerbev.com HeadyTimes v.14
7
SeasonalSELECTIONS
Great Lakes
Rye of the Tiger IPA
Great Lakes
Alberta Clipper Porter
Rye of the Tiger has claws. Named for its
fierce hop profile and sharp rye content, Rye
of the Tiger is a thrilling IPA with bite. With
its strong citrus and pine presence and a
clean, dry finish, Rye of the Tiger is crafted
for the fighter in all of us, a powerful beer
meant to inspire feats of strength and skill.
If you can handle this hopped-up kitty,
you’ve earned your stripes. Try it with fried
chicken, milder blue cheeses and spiced
desserts. ABV: 7.5% Packages: 12 oz.
bottles and draught Availability: Now!
Bid farewell to winter’s cruel tyranny with
the creamy, bittersweet dark chocolate
flavors and fresh raspberry tartness of
Alberta Clipper. Named for the intense
winter storms that sweep the Midwest
and Great Lakes regions, making those
who live there a little tougher (and a
lot colder), this porter is the perfect
treat to celebrate the return of milder
weather and kiss those wintry winds
goodbye – at least for now. ABV: 7.8%
Packages: 12 oz. bottles and draught
Availability: May
Captain Lawrence Sun Block
As the sun starts to peek out from the dark
winter clouds, it is a clear reminder that
brighter days lie ahead. Deviating from the
original recipe, this new and improved Sun
Block comes with a little more oomph in flavor,
but still has that great summertime body. Try
it with chicken dishes or seafood (think raw
bar). ABV: 5% Packages: 12 oz. bottles
and draught Availability: Now!
Speakeasy Tallulah Extra Pale Ale
With a refreshingly effervescent carbonation, the tropical New
Zealand hop flavors of Tallulah are perfect for the warm days of
spring and summer. Tallulah pours a radiant honey gold with a
fluffy layer of foam and bursts with complex tropical fruit aromas.
The candy fruit notes of guava, peach and passion fruit are
complemented by a light caramel sweetness and balanced with
a moderate, yet assertive level of hop bitterness. ABV: 5.6%
Packages: 12 oz. bottles and draught Availability: Now!
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HeadyTimes v.14 www.kramerbev.com
Great Lakes
Spring Variety Pack
To celebrate the launch
of the Great Lakes
Green Tour (see details
on pg 26) the brewery
is releasing a new
Spring Variety Pack
featuring four new
GLBC beers! Proceeds
from the sales of this
package will benefit
the tour’s deserving
partner organizations. The
GLCB Spring Variety Pack
includes: Truth, Justice
and the American Ale, a session IPA with a heroic
amount of hop flavor and aroma, Lawn Seat Kolsch,
a refreshing and effervescent Kolsch with a noble hop
presence, High Striker Single, a light-bodied Belgian
single with mild fruitiness & spiciness and Holy Moses
White Ale, a Belgian ale spiced with orange peel,
chamomile and coriander. Availability: Now!
SeasonalSELECTIONS
Shiner Prickly Pear
Shiner’s summer seasonal is a refreshing lager
that features the red fruit of the Prickly Pear
Cactus, which has the aroma of strawberry,
watermelon and honeydew, with
a tart mouth feel reminiscent
of apple. ABV: 4.9%
Packages: 12 oz. bottles and
12 oz. cans Availability: Now!
Cricket Hill
Jersey Summer Breakfast Ale
Cricket Hill’s unfiltered Breakfast Ale is as fresh and
full of flavor as a day down the shore! Fermented with
Belgian ale yeast, this beer has a slightly tangy, fruity
taste that pairs as well with bacon and eggs as it does
with a backyard barbecue. Easy to drink with wonderful
flavor – the perfect combination for a summer favorite!
ABV: 5.5% Packages: 12 oz. bottles and draught
Availability: Now!
Magic Hat Stealin’ Time
Stealin’ Time is a hazy
summer sipper with a light
malt sweetness, balanced
by hops and a hint
of ginger. ABV: 5.5%
Packages: 12 oz.
bottles, 12 oz.
cans and draught
Availability: Now!
Hofbräu Maibock
By tradition, the first barrel of Maibock is tapped at the
Hofbräuhaus the last week of April, in time for the merry
month of May. The success story of Munich’s oldest
bock beer goes back as far as 1614. Hofbräu Maibock
has the longest pedigree of all
Munich’s bocks. Its aromatic
flavor and alcoholic content
of approximately 7.2% by
volume makes it one of
the best creations from
Hofbräu’s brewing kettles.
Hofbräu Maibock marks
one of the high points
in every beer lover’s
calendar! ABV: 7.2%
Package: 12 oz. bottles
only Availability: Now!
Rodenbach Caractère Rouge
This beer is created by a six month fermenting
maceration with fresh fruit – cherries,
raspberries and cranberries – based on the
2011 vintage Rodenbach (aged in a single
foeder for two years). This fruit beer tastes
pleasantly sour at first with an exceptional
purity. Initially, you encounter a refreshing,
sour taste followed by a balance of sweet
and mature flavors. The slight
residual sweetness balances
out the taste combination
of sour, sweet and dry. The
dryness is mainly due to the
cranberries, which give the
beer a particularly long and
pure aftertaste. Rodenbach
Caractère Rouge is reminiscent of
the unique combination of delicacy
and strength of a crisp Burgundy
wine. ABV: 7% Package: 25 oz.
cork-finished bottles only
Availability: Limited quantities
in May
www.kramerbev.com HeadyTimes v.14
9
SeasonalSELECTIONS
Brooklyn Summer Ale
Brooklyn Summer Ale is a modern rendition of the “light dinner ales” brewed in
England throughout the 1800s right up until the 1940s. They were also called
“luncheon ales” or even “family ales”, because they were refreshing and flavorful
without being too heavy. Brooklyn Summer Ale is brewed with premium English
barley malt, which gives this light-bodied golden ale a fresh bready flavor. German
and American hops lend a light, crisp bitterness and a citrus/floral aroma, resulting
in a beer with a very sunny disposition. ABV: 5% Packages: 12 oz. bottles, 12 oz.
cans and draught Availability: Now!
Programs
Celebrate Blue
Moon Belgian
White Belgian-Style
Wheat Ale’s 20th
Anniversary
The 20th anniversary of Blue Moon
Belgian White is this summer,
but Blue Moon is kicking off the
celebration early! From April through
June, invite consumers to join in
the festivities by getting their hands
on complimentary 20th Anniversary
glassware. Artfully Crafted point
of sale will direct consumers to
BlueMoonGlassware.com to receive
two, limited-edition, 16 oz. pilsner
glasses for just $5 shipping and
handling while supplies last!
10 HeadyTimes v.14 www.kramerbev.com
Programs
Mike’s Hard Lemonade Partners with The Boot Campaign
Mike’s Hard Lemonade has partnered with The Boot Campaign, an amazing organization whose mission is to
promote patriotism for America and our military community, raise awareness of the unique challenges service
members face during & post-service and provide assistance to military personnel, past and present, and their
families. Mike’s will donate $0.25 per Fridge Pack sold, up to $125,000, to this extremely worthy cause!
Celebrate Cinco
de Mayo with
Modelo Especial
In 2015, Modelo Especial is
launching a new festive look
inspired by iconic cues bringing
forth the authenticity of the
brand. The all new festive
POS and merchandise invites
consumers to celebrate with the
authentic lager. Over the past
four years, Modelo Especial
has grown 11.6 million cases,
outpacing the competition by 6.6
million cases, and continues to
lead the growth at Cinco!
www.kramerbev.com HeadyTimes v.14 11
RetailEDGE
Marketing Planning
By George Latella
With the Big Game behind us and spring around the
corner, it’s a great time to start your planning process. You
may have heard the sayings, “If you fail to plan, you plan
to fail” or, “Plan your work and work your plan.” But what
do they really mean? Many of you reading this may not
have a plan. Planning does not insure success, but it does
greatly improve your odds of being in business for a long
time.
The model that I use for marketing planning, regardless of
the size or type of business, is as follows:
The first step in the planning process is to analyze the
external environment. These are the things that are
outside of your control, but can significantly impact your
business in both a positive and negative way. Typically, we
start with a lengthy discussion of the following areas and
work with our clients to identify the extent to which they
impact their business.
What is happening in the political arena? Does a
particular party or person help or hurt what you are trying
to do?
Are there any legal rulings on the horizon? This could be
specific to alcohol or things like zoning, parking, lawsuits
that impact retailers, distributors, restaurants etc.
Is the economy improving or declining? How does your
company perform in either situation?
What are the social trends? Social Media, texting, eat-in
versus take-out, buying local, food trucks, BYOBs, cans vs.
bottles vs. draught, drinking with friends vs. drinking alone
and so on.
How does technology impact your business? Think smart
phones, e-commerce, POS systems, tablets, equipment,
delivery trucks, GPS etc.
Competitive analysis is next. We guide our clients
through an exercise to identify and evaluate direct and
indirect competitors. Don’t just think about the ones that
look and act like you do. How do they compete? Where
are they strong? Do they have a weakness?
Next, turn your focus to the internal environment. These
are controllable factors.
What is your company all about? (Brands, categories,
services offered)
How is your management team set up?
Who are your current heavy users? (Primary target market)
How is your product/brand currently positioned to the
target market?
Evaluate your current strategy and marketing mix. Be
critical!
This helps identify what your company/product has to
offer. It should also identify whether or not your company
is successful and/or has fluctuations in demand which
might require promotional assistance.
Finally, we help perform a SWOT analysis. This identifies
the strengths and weaknesses as well as opportunities
and threats that come out of external, internal and
competitive analysis. If you can put one of your strengths
against a competitor’s weakness, you will generally be very
successful. Similarly, if you can improve upon or eliminate
a weakness, that gives your competition one less way to
attack you.
At this point, you have the framework or outline for a
marketing plan. You can develop your product, price,
promotion and distribution strategies & tactics and start
the game. This is something you can do yourself if you
have the time and expertise or have someone help with
this process. “Plan your work and work your plan!”
George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major at Saint Joe’s,
recently celebrated its 50th anniversary. Latella is also a partner in Beacon Marketing Group which provides marketing planning,
research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at glatella@sju.edu
or 610-660-2254.
12 HeadyTimes v.14 www.kramerbev.com
The BeerGUY
Blue Moon Celebrates 20 Years
By Guy Zompa
Since 1995,
Brewmaster Keith
Villa has been
brewing up his
trademark cloudy
Belgian wheat
beer in Denver,
Colorado. Blue
Moon Belgian White Belgian-Style
Wheat Ale has put his once small
SandLot Brewery onto the world
wide stage as a standard in craft
beer. This summer marks
the 20th Anniversary of
Blue Moon Brewing
Company and their
flagship Belgian White,
and the celebration
will continue all
year long.
The brewery started
with Villa’s idea to
brew a beer inspired
by the cloudy wit beers he had
grown accustomed to while earning
his PhD in brewing in Belgium. His
take on the popular style was the
first to hit the United States, and it
took beer drinkers by storm. He used
the highest quality ingredients like
Valencia orange peel, fine oats, and
wheat to create a smooth, creamy
finish that was a welcome change to
the beer landscape twenty years ago.
smooth, balanced malts of a Belgian
wheat ale. The end result is a great
combination of the two styles – an up
front citrus hop taste, balanced with
wheat, coriander, and orange peel.
To keep the celebration going, Villa
is touring the country, introducing
White IPA to the masses. He visited
South Jersey in March in conjunction
with the Blue Moon-sponsored
Atlantic City Beer & Music Festival.
The Brewmaster opened
with a presentation to
local distributors
at Boogie Nights
inside the
Tropicana. There,
he spoke of plans
for the next 20
years at the brewery
as well as White IPA
and Cinnamon Horchata
which were both tasted
at the party. The next day, Villa
toured accounts around South Jersey
before taking in his first Atlantic
City Beer Fest, where he poured
beer, posed for pictures, signed
autographs, and greeted the 20,000
plus fans that attended the festival.
This summer
marks the 20th
Anniversary of
Blue Moon Brewing
Company and
their flagship
Belgian White, and
the celebration
will continue all
year long
In honor of the anniversary, Blue
Moon is commemorating it in several
special ways. First off, they are
opening a new pilot brewery in the
River North section of Denver to allow
Villa to experiment with new small
batches. When the new brewery
opens, it will join Blue Moon Brewing
Company at the SandLot as the
brewing team’s canvas for creating,
testing and perfecting new Blue
Moon beers.
Blue Moon has also released a new
beer for their anniversary, White IPA.
The brewery’s newest year-round
offering is an IPA, brewed in the Blue
Moon style. It combines the citrus
flavors of a traditional IPA with the
Keith Villa, Brewmaster and Founder of the Blue Moon Brewing Co. with Guy Zompa (The Beer Guy)
www.kramerbev.com HeadyTimes v.14 13
P.O. Box 470
161 S. 2nd Road
Hammonton, NJ 08037
Corona de Mayo
Cinco de Mayo is quickly approaching, which means it’s
time to meet your amigos for some chips and guac, big
laughs and of course, a few Coronas – the cerveza for all
Cinco fiestas. In 2015, Corona will present an all new,
360° campaign to enhance the festivities and encourage
friends to get out and celebrate Corona de Mayo together.
The new campaign includes vibrant, thematic POS, an all-
new national TV spot with increased media support and
the first ever Cinco digital campaign to drive awareness
and bring in new Corona drinkers leading up to the brand’s
most ownable holiday. With Cinco falling on a Tuesday in
2015, on-premise accounts can start the Cinco celebration
sooner and have it last longer with cinco days of Cinco
events and activities throughout the weekend!