july & august newsletter - frank b. fuhrer wholesale · july & august newsletter ....

New Belgium Brewing products coming to Pittsburgh August 31st.

6/30/15

Volume 4

July & August Newsletter

Inside this issue:

AB Division

Packages

1-6

CDB Division

Packages

7-8

YIS Division

Packages

9-18

Brewery News 19-25

Special points of interest:

New Belgium Coming

Wyndridge Farms

Blue Moon 20th

Anniversary

Bud Light Official Beer

Sponsor of the NFL.

Yuengling India Pale

Lager release

Frank B. Fuhrer Wholesale Company

Fat Tire Amber Ale

It was a bike trip through Europe that inspired our co-founder and home brewer,

Jeff Lebesch, to start brewing Belgian styles in 1989. Fat Tire immediately won

fans with its balance of biscuit-like malt flavors and hoppy freshness. In 1991, he

and Kim Jordan started New Belgian Brewing, Ride On! Hops: Willamette,

Goldings, Target Malts: Pale, C-80, Munich, Victory IBU:22 ABV:5.2%

Ranger IPA

Ever met a New Belgium Beer Ranger? They are our beloved folks out in the field

and the inspiration behind our first foray into a true American IPA.

Hops: Chinook, Simcoe, Cascade Malts: Pale, C-120 IBU:70 ABV:6.5%


New Belgium Brewing Will be sold by the Eagle Sales

Snapshot Wheat Beer

Brewed with wheat and pale malt accompanied by the sweetness of Coriander and Grains of

Paradise, Snapshot pours a hazy, lemon-yellow with bright-white lacing.

Hops: Cascade IBU:14 ABV:5%

Rampant Imperial IPA

Bigger than an India Pale Ale in both alcohol strength and hop level, Imperial IPA is an envelope-

pushing showplace for hops! Expect an intensely hoppy and very strong pale ale with more malt

flavor and color than its IPA predecessor.

Hops: Bravo, Delta, Cascade, Centennial, Calypso, Mosaic IBU:8.5% ABV:8.5%

Slow Ride Session IPA

Kicking back and relaxing with a session beer requires little more than a couch, some free time, and

a few pals. Slow Ride Session IPA is up for this easy-going challenge, starting with a pour of

sheened gold and plenty of fluffy, white foam. A blend of seven hop varieties, led by exotic Mosaic

and Nelson Sauvin, twist together brilliant tropical scents of melon, peach, lime and grapefruit for a

vividly fruity aroma. The flavor mirrors the aroma, while balancing a malty-sweet yet clean start

and hoppy bitterness in the back. Light bodied and extra quaffable, Slow Ride Session IPA bring

the finish line to you.

Anheuser-Busch Division Everyday Packages

Leffe Brune now available in 30L Draught.

A traditional Belgian abbey beer with a deep brown colour and a full,

sweet and fruity aroma.

Just in time for the summer

season, Corona Light

½ barrel draft.

Anheuser-Busch Division Everyday Packages


Anheuser-Busch Division Seasonal Packages

Shock Top Belgian

White Ale and

Goose Island Oktoberfest will be

available early August in 12oz NR 4/6,

2/12 and ½ Barrels. Brewed in the tra-

ditional Marzen style our Oktoberfest

pours a brilliant copper over rose color

with a bone white head. Notes of toffee

and burnt sugar in the aroma and

flavors of sweet dried apricots are

delivered in a dry malty body with the

mild earthy bitterness that is the

hallmark of Hallertau hops.

GOOSE AUTUMN ALE

Pouring the color of autumn leaves,

our red ale opens with pine aromas,

and its spicy hop flavors and dry

finish warms with every sip. Brewed

with hops from our Elk Mountain

Farms, Goose Autumn Ale is the

perfect companion to consumers

looking for a heartier beer to wel-

come crisp fall weather. Available

Volume 4


Elysian Brewing Company Fall seasonals will be arriving in August.

The Great Pumpkin is the world ’ s first Imperial Pumpkin Ale and is brewed with pumpkin,

roasted pumpkin seeds and pumpkin spices. Available in 22oz NR and ½ Barrels.

Dark O ’ the Moon Pumpkin Stout is spookily smooth and chocolaty with a touch of cinnamon.

Available in 22oz NR and ½ Barrels.

Punkuccino Coffee Pumpkin Ale is pumpkin ale with the attitude of a world-weary barista.

Punkuccino packs a short shot of Stumptown coffee toddy in your pint with just a shake of

cinnamon and nutmeg. Available in 22oz NR and ½ Barrels.

Night Owl Pumpkin Ale is our original pumpkin ale brewed with over 7 lbs of pumpkin per barrel

and spiced with nutmeg, clove, ginger, cinnamon and allspice. Available in 12oz NR 4/6 and ½

Barrels.

Ithaca Country Pumpkin will be available in august

Country pumpkin is our medium-bodied harvest ale

brewed with a medley of flavorful malt, pumpkin

puree,magnum hops and a touch of seasonal spices.

delight in the deep golden-orange glow while savoring

the complex, malt forward flavors and surprisingly dry

finish of our new curcubitaceous ale. Available in 12oz

nr 4/6, ½ barrel and 1/6 barrels.

Volume 4


Whole Hog Pumpkin Ale is handcrafted using real

pumpkin and savory pumpkin pie spices with

hints of all natural cinnamon and nutmeg. Perle

hops balance with rich Munich, Roasted, and

Caramel malts for the full-bodied taste and

exceptional flavor. Available early August in 12oz

NR 6/4 and ¼ Barrels.

Tommyknocker Small Patch Pumpkin Ale is a

hearty brown ale brewed to celebrate the fall

harvest season. Brewed with a hint of spice and

a touch of molasses, Small Patch has a malty

backbone rounded out by an addition of real

pumpkin to the mash and brew kettle. Available

early August in 12oz NR 4/6 and ½ Barrels.

● ● ●

Shock Top Pumpkin Wheat is a

Belgian-style wheat ale brewed with ripe

pumpkins, nutmeg, cinnamon and cloves.

This seasonal, unfiltered ale has a deep

amber color and captures all the flavors of

fall. Available early August in 12oz NR 4/6

& 2/12 Bottles, 16oz Cans, 1/6 and

½ barrel draught.

SHOCKTOBERFEST FALL SEASONAL

VARIETY PACK AVAILABLE EARLY AUGUST.

Shocktoberfest Variety 12oz NR 2/12 combines

Shock Top Belgian White, Shock Top Pumpkin

Wheat, Shock Top Pretzel Wheat and Shock Top

Apple Wheat. Shock Top Pretzel Wheat is our Fall

Festival Beer. With a delicious taste and aroma of

bakery-fresh pretzels and the refreshment expected

from Shock Top, Twisted Pretzel Wheat delivers on

that promise to create a one-of-a-kind Belgian style,

unfiltered wheat ale.



Stevens Point Oktoberfest will be available early August in

12oz NR 4/6 and ¼ Barrels. Point Oktoberfest is an

authentic Marzen style Lager beer, a style reminiscent of the

beers originally brewed for the first Oktoberfest Celebrations

in Germany during the early 1800 ’ s. Craft brewed

using Hallertau Hops and sweet Vienna roasted malts

result in a full flavored, finely balanced beer brewed in

celebration of the upcoming season.

Spaten Oktoberfest, the world ’ s first

Oktoberfest beer. The beer of

Munich ’ s famous Oktoberfest is a

medium bodied ur Marzen with

aromatic roasted malt flavor and a

deep amber color. Available late July

in 12oz NR 4/6 and 50L kegs.


Coors/Diaego/Boston Division Everyday Packages

Coming Soon Coney Island Brewing will be sold under Alchemy & Science which sells Twisted Tea

and is backed by Boston Beer. Bottles of Hard Root beer coming July 31st, more of their products

( O verpass IPA, 1609,Mermaid Pilsner ) to come in August.

The gypsy should have predicted this. The most dignified beverage

of days past, reimagined for your future self. The wooden planks

under your feet and a hot dog in your hand; the only difference is

that now you ’ re tall enough to ride the ride. Coney Island Hard

Root Beer is a new twist on an old favorite. With hints of vanilla,

licorice and birch, this root beer will bring you back to the boardwalk.

CONTAINS ALCOHOL-5.8% ALC./VOL.

Kovac passed down his family ’ s beer making tradition by working tirelessly with his son to craft the first

version of “ Not Your Father ’ s Root Beer. ” At 10% ABV, the silky, smooth and satisfying finish is

unmatched in flavor. It appeals to craft beer aficionados as well as those who don’ t typically drink beer

but crave something unique. The award-winning “ Not Your Father ’ s Root Beer” achieved a 95 rating

from Beer Advocate and is a very popular choice at several Chicagoland bars. Small Town ’ s personally

delivered “ Not Your Father ’ s Root Beer ” kegs consistently sell out at taverns across the Chicago

area. As Small Town Brewery continues to roll out new craft beers, Kovac is intent on providing the beer

loving public with unique flavors that continue his family ’ s beer-making tradition. Now Available in bottles.

CONEY ISLAND ROOT BEER

Volume 4

Coors/Diaego/Boston Division Seasonal Offerings

Harpoon Take 5-Year round-There are a lot things that we

all have to do every day; Harpoon Take 5 Session IPA was brewed to

celebrate the things we want to do. With a 4.3% ABV and 43 IBUs, this newest

member of Harpoon ’ s year-round lineup is meant for those spontaneous

moments, meeting up with friends and taking a break for fun.Harpoon Take 5

was first brewed on the Brewery ’ s 10-barrel system in early 2014. With each

pilot batch the recipe was tweaked until the desired balance between hop

aroma and malt character was achieved. This final version begins with a vibrant

citrus and pine hop aroma from Simcoe and Amarillo hops and follows through

with a sturdy malt profile from the combination of Pale, Vienna, Carapils, and

English Amber malts. Hop forward but not too bitter, low ABV but with a signifi-

cant malt body – a truly sessionable beer. Now available NR,Can and draft.

Perfect for a float down the Hooch or just grillin ’ in the backyard,

Waterkeeper Hefeweizen is our go to summer brew. Picks up with notes of

banana and clove and light enough to drink all day.

Spec: 6% ABV, 6 packs, 15.5 Gallon Kegs,5.2 Gallon Kegs Grains: 50% 2 Row, 50% wheat Hops: Sterling and Hallertau

Available: June through August

New Mike ’ s 12 Packs Mike ’ s Hard Lemonade will soon be offering three of their most popular flavors in

12 pack bottles: the classic and timeless, Mike ’ s Hard Lemonade, the sweet and tart Mike ’ s Hard

Cranberry Lemonade and ripe for the picking, Mike ’ s Hard Black Cherry Lemonade. Availability: Year-

round, beginning in June

Yuengling /Import/Specialty Division Everyday Packages

Coors/Diaego/Boston Division Everyday Packages

Volume 4

Yuengling /Import/Specialty Division Seasonal Offerings

Mike ’ s Tropical Party Pack Mike is passionate about making

the best tasting, most refreshing beverages. He wants to offer

consumers cold, hard refreshment anywhere, anytime. So, this

summer, he created a limited edition Party Pack filled with four

unique and refreshing tropical flavors including: Hard Kiwi

Strawberry, Hard Mango Pineapple, Hard Tropical Fruit and

Hard Key Lime. Mike ’ s Tropical Party Pack will add flavorful

refreshment to all of your parties this summer. Availability: Now

Mike ’ s Hard Tropical Pink Lemonade Refreshingly tropical and

refreshingly pink, new Mike ’ s Hard Tropical Pink Lemonade is the

perfect blend of tart lemonade and crisp, clean tropical flavors

with an amazingly delicious finish. But, not only is Mike ’ s summer

seasonal refreshing and delicious, it also helps out a great cause! Mike ’ s will

donate $250,000 from the sale of Tropical Pink Lemonade to the Susan G.

Komen Foundation. Join the fight – drink Pink!

ABV: 5% Package: 12 oz. bottles only Availability: June

Mike ’ s Harder Jamaican Lemonade A traditional Jamaican Lemonade is a limeade made with a

bit of brown sugar. The Mike ’ s Harder version of this classic is no different. Harder Jamaican

Lemonade has a natural, light yellow-green color and a fresh lime aroma. The taste is crisp, light

and refreshing with no lingering sweetness and the balanced taste of tart lime is rounded out with

a hint of brown sugar. Harder Jamaican Lemonade finishes clean with a lingering hint of lime.

ABV: 8% Package: 16 oz. cans only Availability: June


Strawberry joins the original Verdi Sparkletini, as well as Raspberry . Carriage House Imports is

pleased to announce the addition of Strawberry to the popular Verdi Sparkletini line. Strawberry

Sparkletini is a sophisticated, light spumante with a clean finish, ideal for all occasions and perfect

for a variety of brunch mimosas. Available Now in 25oz

Verdi Spumante Releases Strawberry Sparkletini

Wyndridge Farm Wyndridge Farm coming to Pittsburgh 2nd week of August

Wyndridge Farm Beverage PortfolioWyndridge Farm Beverage Portfolio will be sold by the YIS Division

Original Hard CiderOriginal Hard Cider

Cranberry Hard CiderCranberry Hard Cider

DryDry--Hopped Hard CiderHopped Hard Cider

10 Point Ale10 Point Ale

Laughing Crow IPALaughing Crow IPA India Pale AleIndia Pale Ale

Barn Dog Porter

Volume 4

Wyndridge Farm has inked deals with distributors in New Jersey, West Virginia and in the Pittsburgh

area that will widen the availability of Wyndridge's craft cider and beer.

Earlier this month, Hunterdon Brewing Co., in Whitehouse Station, New Jersey began distributing

Wyndridge products throughout New Jersey, including to Wegman's stores in the state, said Steve

Groff, Wyndridge's co-owner.

Pittsburgh-based Frank B. Fuhrer Wholesale Co. will begin distributing Wyndridge products in

Pittsburgh and 10 surrounding counties starting Aug. 10, Groff said.

Wyndridge has also signed a deal with a West Virginia company to distribute Wyndridge products in

that state, hopefully by the end of the summer, Groff said. With that deal, Wyndridge products will be

available in five states -- New Jersey, Maryland, Pennsylvania, Texas and West Virginia.

Volume 4


Great Lakes Sharpshooter Session Wheat IPA Inspired by Ohio ’ s “ l ittle sure

shot ” Annie Oakley, Sharpshooter is peppered with rounds of orange peel and

fully loaded with Jarrylo hops. Refreshing and unfiltered with a double barrel of

tangy citrus and spicy hop flavors, this session wheat IPA is great with seared

scallops and salads. ABV: 4.8%

Packages: 12 oz. bottles and draught Availability: June

Great Lakes Lake Erie Monster Imperial IPA Astonishingly full-bodied with a

leviathan load of American hops, Lake Erie Monster unleashes a beastly

hop attack amid torrid tropical fruit flavors. Try this Imperial IPA with steak

or aged cheeses. ABV: 9.1%

Packages: 12 oz. bottles and draught Availability: July

Great Lakes Oktoberfest -Prost! GLBC ’ s take on this classic

German style is a celebration of maltiness— packed with rustic,

autumnal flavors to put a little more oomph into your oom-pah-pah.

Über smooth with vibrant malt flavors and a festive flourish of noble

hops ( lederhosen not included ) .

Packages: 12 oz. bottles and draught Availability: August

Waltz across our colorful Oktoberfest artwork and you'll notice bright

fall leaves patterned with brewer's grain—the same

grain we later re-use to make barley pretzels in our

brewpub. Is reducing, reusing, and recycling a good

reason to celebrate year-round? Jawohl!



WILHELM SCREAM

8/1 – 10/15

WILHELM SCREAM IS RIPE WITH FALL FLAVORS OF PUMPKIN, CINNAMON, NUTMEG AND CARA-MEL MALTS. MEDIUM-BODIED AND THE COLOR OF ORANGE SETTING SUNS, IT FINISHES SIMILAR

TO THE WAY WE FINISH SUMMER: WITH JUST A HINT OF BITTERNESS.

NIGHT OF THE LIVING DEAD

8/1 – 10/15

#9 Wilhelm Scream

Bob’s First (Irish-Style Red) Hoppy Amber Ale

•Our Seasonal Variety Pack formula is to include #9, Seasonal, a throwback beer from Magic Hat’s archive and

then an all-new beer that is exclusive to the Variety Pack only!



Oktoberfest will be a different Oktoberfest style lager

( a .k.a. Marzen style ) each year made in collaboration with

a different German brewery. This year ’ s brewer has not

been announced. Each Spring, Ken and Brian will travel to

Germany to brew with a different German brewer. Late each

Summer, that brewer will come to Chico to brew the

Oktoberfest release. Oktoberfest is considered one of the

world ’ s greatest parties, and in honor of that rollicking bash

we bring you our version of the classic festival beer.

Oktoberfest is medium-bodied and rich with bready and

toffee-like malt flavor but maintains a crisp finish marked by

floral and spicy hops. Available August-September.

Fall is a season defined by change, so Sierra Nevada loaded this mixed pack to cover whatever the

weather may bring. Highlighting a range of flavors including citrusy hops and robust roasted malt,

consider these beers our version of fall foliage.

Sierra Nevada Oktoberfest, a German-American Collaboration

Harvest is brewed with a combination of fresh English hops, cracked barley, and hard

work. This is a classic English style Extra Special Bitter of the highest order.

Harvest ’ s deep ruby color envokes a bright autumn mountain-

side where a warm sweater, a good beer, and the gratitude

for the seasons are all you need. Available in 12oz NR 4/6

and 12pk and draft.

Harvest Special Ale 6.7% ALC BY VOL •

SEASONAL AVAILABILITY • SPICY PINE & FRESH HOPS

NEW !

12 PACK

Volume 4

Yuengling /Import/Specialty Division Seasonal Packages

Flying Dog The Gourd Standard will be available in 12oz bottles. a hoppy pumpkin offering

on the horizon from the Frederick, Maryland brewery. As you can gleen from the label, the

base beer is an India pale ale, brewed with pumpkin puree and mix of spices.

BROOKLYNPOST ROAD PUMPKIN ALE

NOW IN NEW PACKAGING

YOUR FAVORITE colonial-style pumpkin beer is now available in new autumnal

packaging.

In the 18th century, colonial Americans brewed wonderful and interesting ales using

local ingredients. Barley was the principal ingredient, but pumpkins were favored by

brewers for their rich, spicy flavors, which melded perfectly with malted barley. Post

Road brings you a delicious rendition of this traditional American classic.

MALTS: American 2-Row, Caramel Malt, Wheat, Aromatic

ADDITIONS: Pumpkin, Spices HOPS: Cascade

ABV: 5.0% OG: 12.5° Plato

FORMAT: 15.5 gal kegs; 5.2 gal kegs; 24/12oz (3 33.5mL )

bottles (6pks )

AVAILABILITY: August-November

Volume 4

Yuengling /Import/Specialty Division Seasonal Packages

F IV E G A M E O F T H R O N E S O F F E R S F IT F O R K I N G S

2 LO O SE 12X7 5 0 M L , 2 D R A F T O FFERS, AN D A O NE O F A KIND 2 + 1 G IFT PA C K

IRON THRONE BLONDE ALE is back by popular demand - this Lannister-inspired blonde brew was the first beer in the

collaboration series. It not only kicked off the partnership, it flew off the shelves in Spring 2013. And it happened so

fast, many lovers of Ommegang and Game of Thrones alike missed the chance to seize an Iron Throne for themselves.

Fortune favors the bold!

Tasting Notes: Iron Throne is a 6.5% ABV blonde ale, brewed with a robust amount of pils, honey malt, and aroma malts,

and red wheat. Gentle hopping includes Styrian Golding and Hallertau Spalter Select, appropriately noble hops. Spiced

with grains of paradise and lemon peel. The hue is a slightly-hazy golden amber. The head is full and fluffy. Finish is

crisp, backed by a touch of spice and hops. Aroma is a bit grassy with a hint of lemon and fruitiness from the yeast.

Taste is lightly malty rounded out by honey malt sweetness.

TAKE THE BLACK STDUT was brewed to be deep, dark and complex like those s worn to defend Westeros against threats

from the north. In winter 2013, little was known of what resided north of the wall, since then viewers have gotten a

terrifying look at what winter might bring. Bringing back the beer honoring the Night's Watch with its label depicting the

sacred Weirwood tree is our way of bringing some comfort to troubling fears.

Tasting Notes: Take the Black Stout is a 7% ABV Stout, brewed with a robust amount of specialty malt, chocolate malt,

Midnight Wheat and roasted barley. Balanced hopping includes Northern Brewer and Columbus. Spiced with licorice

root and star anise. Take the Black Stout has a deep black, almost opaque, hue with a full tan head. Deep aromas of

dark chocolate, caramel malt and earthy hops, with light roastiness and a touch of fruitiness. Rich flavors of chocolate,

coffee and roasted malt. Clean hop bitterness converges with a slight woody character and spiciness. The finish offers

a rich malt sweetness giving way to spicy earthiness.

GANE OF THRONES 2+1 GIFT PACK—When one plays the 'Game of Thrones,'

alliances are sometimes more dangerous than enemies. Our

wedding of 'Blonde' and 'Black'- a partnering of Iron Throne and

Take the Black ( together with a commemorative glass ) - is the

'Game of Thrones' marriage everyone has been waiting for...and

one surely to prove more blissful than its 'Red' and 'Purple'

predecessors.



Southern Tier Pumking Takes Aim at 12oz Bottles

The wildly popular Southern Tier Pumking takes aim at 12oz bottles float?

Absolutely. This is the same Pumking, in a smaller bottle.when it returns in

the fall ( July ) . One of America ’ s most popular pumpkin beers might be a

bit more manageable when you are drinking alone.When Pumking made its

debut in 2007 it was released on draught and in 22oz bottles. For 2015 we ’

re adding 12 ounce bottles to that tradition.

Of course, we have some questions to answer…First of all, is it the same

deep copper, sweet malt, pie spiced liquid in a handy four pack? Yes! is this

the same beer, the one with incredible notes of vanilla, clove, cinnamon,

nutmeg and pecan but now available in12 ounce b o t t l e s ? YES! Is this the

RateBeer “ 98 ” rated Pumking in 6 four pack 24 bottle cases? YES! And is

it the same pie crust and now bitterness still available in 22oz bottles, and on

draught in 1/6 and 1/2 barrels? Yes, yes, YES!

Will this pair well with traditional Thanksgiving dinner? Yes! How about as

dessert with a scoop of vanilla in an ice cream .

NEW12oz 4 PACK Imperial Pumpkin Ale

SEASONAL AVAILABILITY • NOW IN 12oz BOTTLES • 8.6% ABV

When Crown Prince

Ludwig of Bavaria

wanted to

celebrate his wedding

engagement in 1810, he

did what any good Bavarian

prince would – he threw a

beer festival. Both the festival

and the special beer served

there became known as

Oktoberfest. Brewed from the

finest German malt and hops,

Brooklyn Oktoberfest is true

to the original style, fullbodied

and malty, with a bready

NEW !

12 PACK

http://beerstreetjournal.com/breweries/southern-tier-brewing/

Volume 4


New Packages Introduction-12pk Bottles Available

Keith Villa and his team searched long and

hard to discover the rare Huell Melon hop

featured in Blue Moon White IPA. But the

brand didn ’ t have to search long for early

success. Blue Moon White IPA is already

the seventh-largest IPA 6-pack in the U.S.

by volume. At the end of June, Blue Moon

White IPA will make its debut on TV, after

enjoying heavy ad rotation in online

properties ESPN.com, Deadspin and Gizmodo. You can watch the TV spot here. And please continue to

display Blue Moon White IPA alongside Blue Moon Belgian White, and sample, sample, sample!

Brewery News and Happenings


Celebrating 20 Years of Blue Moon with the Blue Moon Artist Series

Twenty years ago, Keith Villa returned home from Belgium after

earning his PhD in brewing, ready to share his art with the world.

Now, Keith and Blue Moon are paying it forward with the Blue Moon

Artist Series. Beginning in July, the labels of bottles in special edition

Belgian White 12- and 24-packs will showcase the artwork of 20

up-and-coming artists. The collectable bottle labels rotate randomly

in pack. Find out more on the brand's Facebook page.

New Coors Light TV Spot Debuts

We ’ ve added another “ Born in the Rockies ” TV spot to the Coors Light advertising rotation. The TV

campaign debuted a week ago, and the second spot joined the rotation late last week. Click here to check

it out.

White-Hot Start for White IPA

http://millercoorsmctv.cmail2.com/t/t-l-iltykyk-vkthtjdu-d/

http://millercoorsmctv.cmail2.com/t/t-l-iltykyk-vkthtjdu-u/

http://millercoorsmctv.cmail2.com/t/t-l-iltykyk-vkthtjdu-i/

Volume 4


Give us your parched! Your hot! Your thirsty!

When the days are long and the sun is hot, We, the People, deserve a day to relish in refreshment. So turn

the fan on high, grab your bathing suit and ice down the beer. Let ’ s make the most of the dog days and

raise a glass to National Refreshment!

Join us in celebrating our inaugural National Refreshment Day! We ’ re lining up events all over the country.

Don ’ t forget to share your National Refreshment Day photos on Twitter and Instagram using

#NationalRefreshmentDay.

National Refreshment Day is a national holiday created by the Traveler

Beer Company to celebrate life ’ s refreshments. The holiday occurs

annually on the 4th Thursday of July.

To help quench the thirsts of citizens across the country during the hottest time of the

year, Traveler Beer is declaring a national holiday

NATIONAL REFRESHMENT DAY!


Brewery News and Happenings Not Your Father's Root Beer Going Natl By End of 2015;

"Fastest-Selling" New Brand in Craft

Small Town Brewery entered into "exclusive distribution agreement" with Pabst "to meet the increasing nationwide

demand" for Not Your Father's Root Beer. It's currently in 30 states and is "fastest selling new product in the craft

category," said Pabst, citing Nielsen all outlet data ( see above ) . "The last year has been an amazing ride," said

Small Town Brewery founder and brewmaster Tim Kovac. Recall that last yr, Not Your Father's Root Beer available

only in a few dozen Chicago bars and restauarants. Now it will be national by end of 2015.

"Small Town has created an entirely new category with Not Your Father's Root Beer," said Pabst ceo Eugene

Kashper. ( Editor's Note: As we were recently reminded, Sprecher Hard Root Beer has been in 20+ states for almost

3 yrs. Its website uses phrase "Not Your Grandaddy's Root Beer." ) When Pabst first partnered with Small Town, it

reportedly agreed on path to eventual ownership. And others are noticing these sales trends. Just last week, Coney

Island revealed it will launch its own Hard Root Beer, which will also roll out quickly. Coney Island is part of Boston

Beer's Alchemy & Science. Coney Island communications to distribs noted that Not Your Father's Root Beer already

over 4 share of craft in Chicago and near 3 in some other mkts.

Here Comes Coney Island Hard Root Beer Hot on Heels of

Not Your Father's That was quick. Not Your Father's Root Beer just rolled out to a number of states in last couple of mos. It's still far

from national, but it's selling fast, according to several sources, and creating buzz far beyond its Chicago origins. Now

here comes Boston Beer, epitomizing a fast-follower strategy. Its Coney Island beer unit will launch Coney Island

Hard Root Beer later this month and the brand has already received numerous chain authorizations for summer and/

or fall in many states. So Boston is jumping into this still tiny niche with both feet. ( This report appeared in IN-

SIGHTS Express earlier today. )

Recall, Boston Beer purchased Coney Island Brewing in Dec 2013 as part of Alchemy & Science unit. Coney Island's

brewery in Brooklyn will open later this month. Now Coney Island will be used as vehicle to launch its own Hard Root

Beer. And as Boston notes in deck introducing new brand, Coney Island Brewing is a "brand with national appeal"

because "86% of people have heard of or are aware of Coney Island… and have positive associations with the

locale." Its "strong nostalgic recall" and "brand associations" ( i.e. "hot dogs, boardwalks, roller coasters, rides and

Fun" ) have "obvious consumer connection to Root Beer," sez Boston.

This "emerging segment" is "gaining sizable share of craft in the US," sez Boston deck. In Chi IRI multi-outlet data

alcoholic root beer is 4.3% of craft. In Toledo, it's 3%. In Cleveland 2.8%. That's virtually all one player. If alcoholic

root beer got to 3 share of craft nationally, that could be 9 mil cases in 2016, notes Boston. That's why it's putting so

much weight behind this; Boston and Alchemy & Science will spend $5 per case and launch the full force of its chain

selling organization against this opportunity. Then too, "many of our wholesaler partners do not carry Not Your

Father's Root Beer" and drinkers "prefer" taste of Coney Island, sez Boston. Two other interesting points: "Drinkers

believe Root Beer brands should be merchandised and priced with craft beer." And 70% of regular Hard Root Beer

drinkers drink craft beer. Pabst too believes alcoholic root beer is a huge opportunity. So let the race begin. And who

knows who else will come in!



BELGIAN INDEPENDENCE DAY JULY 21, 2015. 184

YEARSAND COUNTING. 213 BllllON BEERSAND NOT

On July 21, 1831 we told the Dutch "enough;' and traded in

the tulip bulbs and wooden shoes for our own Belgian

national indulgence -beer!

As in blonde beer, brown beer, red beer, golden beer, sour

beer, malty beer, wheat beer, spicy beer, hoppy beer, big

beer, table beer, fruit beer, aged beer, wild beer.In fact

every kind ofbeer ever imagined by brewmasters.

Every year we celebrate our history with aweek-long Bel-

gian Independence Day party. ( One day isn't enough

to even begin to celebrate with Belgian beers. ) Sowe keep counting up the years of freedom, but long ago

we lost track of the number of beers. Let'sjust say billions and billions and billions, and toast that along with

Belgian Independence.

RECOMMENDED CORE BEERS FOR B.I.D.

Duvel I LaChouffe I Maredsous I Ommegang Witte

New and Limted Release

Duvel Tripel Hop 2015 I Ommegang Dry-Hopped Tripel Goudenband

Bud Light is an Official Beer Sponsor of

the NFL. In celebration of the NFL

partnership they will kick off the season

with Primary and secondary package

graphics featuring the NFL shield as well as the Steelers Logo.

These limited edition graphics will be featured on Bud Light

30pk and 16oz Can ’ s 3/8pk.



Sierra Intros Lead Top New Craft Brands List in Supers; 8 IPAs in Top-15

Sierra Nevada's two new intros, Hop Hunter and Nooner Pilsner are the two best-selling intro brands in IRI supers, at

$2.4 mil and $2 mil respectively yr-to-date thru May 17, Dan Wandel pointed out during Brewbound conference. "Last

year was a bit of an anomaly" with Sam Adams Rebel IPA and Sierra Variety Pk boosting new product sales to over

$90 mil. But this yr should likely be "more in line with previous years" fallin' "right in that $42 million range." Again, no

surprise that IPAs are majority of new top craft products this yr. There's 8 IPAs ( 4 session IPAs, see above ) that

made the top-15 new products list including 4 of the top-5 - Sierra Hop Hunter, New Belgium Slow Ride, and Sam

Rebel Rouser and Rider. And interestingly this marks 3 of 4 years in a row Deschutes has had a new top IPA intro:

Pinedrops IPA this year, Fresh Squeezed IPA last yr, and Chainbreaker IPA in 2012 ( River Ale was a top intro in

2013, listed as a "session" Pale Ale ) .

D. G. Yuengling & Son has announced it will introduce a new seasonal beer,

Yuengling India Pale Lager, in November. According to the brewery the IPL will

be available in six-packs and on draft, and will be priced slightly above the

flagship lager. The IPL joins a seasonal line-up that includes Summer Wheat

Traditional Weizen and Oktoberfest. The Yuengling Spring Seasonal Bock has

been discontinued. Yuengling reports the 5% abv IPL features four hop varieties

and 60 IBUs. Complex Hop forward style. After brewing traditional lagers for

over a century, it ’ s time to spice things up! Introducing Yuengling® IPL or India

Pale Lager, a well-balanced lager that shows off an unexpected mix of hops.

This isn ’ t just a hopped up lager, but a truly unique brew with a crisp, clean

character bursting with complex hop notes. The blend of 2 row malted barley

and aromatic specialty malt provides the base and complements the fruity notes

from the Bravo hops, tropical notes from the Belma hops, citrus notes from the

Cascade hops and strong floral notes from the Citra hops. Dry hopping after

fermentation imparts an appealing citrus aroma. With its hop-forward style,

Yuengling IPL is redefining the limits of what a lager can be. Keep your eyes

open for bottles and cases beginning November 2015, when Yuengling IPA is

scheduled to hit store shelves.

Yuengling gets hoppy with upcoming India Pale Lager release



Thursday September 3rd

Yuengling College Football

Look for Great Yuengling

Specials

The popular Yuengling Variety Packs are set to return to the marketplace again this fall. This much

anticipated sampler package is released annually for the holiday season. Yuengling fans who are

seeking an array of flavors for holiday entertaining will find everything they are looking for in this one

package from Yuengling. The Variety Pack features an assortment of fine Yuengling products including

one 6 Pack of each of the following: Traditional Lager, Light Lager, Black & Tan, and Lord Chesterfield

Ale. Production is limited on this package so be sure to get yours while they last!

Yuengling Variety Packs are set to return

Volume 4


Crown taps a new market, moving Corona

beyond the bottle Corona beer may be known as much for its "find your beach" tagline as it is for its iconic clear glass bottle, served with

a wedge of lime.

Now the brand is branching out beyond the bottle, looking to boost its presence on draft in bars and restaurants.

After a limited test run, Crown Imports, a division of Constellation Brands, is making its Corona Light brand available

on draft in an additional 35 U.S. markets, including New York, Chicago, Los Angeles and Dallas, started in March. The

timing allows the brand to boost its draft presence in advance of the crucial summer selling season.

"We've actually seen in all the markets where we do have draft, our business increases about 12 percent overall

versus markets where we don't have draft," said Jim Sabia, chief marketing officer at Crown Imports. "So we're excited

for what Corona Light draft does to our overall business in building our consumer franchise."During its limited rollout,

Crown watched carefully to make sure the Corona Light draft option didn't hurt bottle sales. What the company found

was a halo effect, which carried over from draft on-premise at bars and restaurants to off-premise stores."We're seeing

a very traditional beer experience with consumers going into the bar, sampling the product on draft, and then seeing it

off-premise and making a purchase," said Sabia.

http://data.cnbc.com/quotes/STZ


GREAT LAKES GREAT STORIES FRIENDSOFGLBC.COM


Labatt 24 Pack $5

Great Lakes. Great Stories. Great Lakes ’ refreshed packaging includes discoverable elements that tell the Great

Lakes Brewing Company story. This summer, Great Lakes is asking fans to share their own Great Lakes stories and

memories. Consumers will be asked to post photos of themselves responsibly enjoying Great Lakes beer in its new

packaging, along with a short GLBC-inspired quote or memory, using #FriendsofGLBC on Twitter or Instagram.

Consumers can also upload photos and stories directly to friendsofglbc.com, GLBC ’ s fan photo site. Each week

through Labor Day, Great Lakes will give away a GLBC-branded steel-banded Coleman cooler to one entrant with a

creative photo and story. Get the full details at friendsofglbc.com.

What's your GLBC story? Post a photo and a

caption sharing your favorite GLBC memory at

friendsofglbc.com, or submit your photo via

Twitter or Instagram using #friendsofglbc.

You could win a GLBC branded stainless steel

Coleman® cooler!

Volume 4


MAGIC HAT ROADIES

PROGRAM OVERVIEW: Build awareness & drive excitement around key launches

WHO ARE THE ROADIES: A duo of brand ambassadors who embody the energy & spirit of Magic Hat

WHAT THEY DO: •Hand-deliver the brand experience

•Engage consumers in the on-premise with branded vans, sampling, games & giveaways

2014 Program Highlights:

-Through 9/30/14, the team held 320 promos, driving rate of sale to support the launch of Dream Machine

-Rate of sale at accounts the team visited and held promos at was +140% faster than accounts with Dream

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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 Fuhrer 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

Fuhrer Sales Representative to discuss a similar option .

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