Beverage Dynamics

Beverage Dynamics Nov-Dec 2014

Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.

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38 Beverage Dynamics • November/December 2014 www.beveragedynamics.com H istorically, brewing naturally follows the changing of the seasons. And consumers follow the changing parade of seasonal beers. Arguably, winter seasonals are the most important of the year — robust and hearty, often-spicy brews that warm up the cold dark days and are perfect for holiday toasts and gift-giving. SHEDDING LIGHT ON DARK What kinds of beers are winter seasonals? They share a number of characteristics and include stouts, barleywines, Scotch ales and bar- rel-aged ales. "The Christmas and winter ales are those warm-you- to-your-toes kind of beers," pronounces Wayne Crokus, manager at Steve's Wine Beer Spirits, one of the chain's three stores in Madison, Wis. This winter he will stock at least a couple dozen seasonals. "The dark malty style of holiday beers represents the shorter, darker days and tells the consumer that winter is here and it's a time to stay warm," echoes Andy Tysler, VP of sales at Deschutes Brew- ery. That description fi ts the company's winter warmer, Jubelale, which Deschutes has released for the past 27 years. "Traditionally, our winter brews are full bodied and festively spiced using ingredients such as cinnamon and nutmeg," explains Jim Koch, Samuel Adams' founder. Boston Beer has brewed its Samuel Adams Winter Lager since 1989. It's a rich bock beer brewed with ginger and cinnamon with a citrus note from orange peel. Other Boston Beer winter sea- sonals include White Christmas Ale, Old Fezziwig and Merry Maker (a gingerbread stout). Of course, not all are brooding bruisers. Anheuser-Busch's Shock Top brand offers an easy-drinking 4.3% ABV Shockolate Wheat, a Belgian-style ale, which gets festive creds from dark malts and aging with vanilla and cocoa beans. Goose Island's entry is Ten Hills, a pale ale hopped with Perle, Cascade and Saaz. However, Goose Island's Festivity Ale also fi ts the holiday profi le with dark fruit-malt fl avors and an ABV of 7.7%. H Holiday Cheers! BY THOMAS HENRY STRENK Retailers deck the aisles with seasonal beers.

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