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.
Issue link: http://read.dmtmag.com/i/551867
Summer Beers 46 Beverage Dynamics • May/June 2015 www.beveragedynamics.com SPONSORSHIPS AND PARTNERSHIPS As always, sport sponsorships rise along with attendance during the summer season, with Corona Extra linked to both the Mexican national soccer team and World Cham- pionship Boxing. Tecate continues its association with boxing through its title sponsorship of the Pacquio-May- weather fight. Pacifico—perhaps echoing its oceanic name—will continue its relationship with the World Surf- ing League as the offi cial beer sponsor of the U.S. Open of Surfi ng. Heineken will launch its inaugural year as the offi cial beer of Major League Soccer, as well as sponsoring popular music festivals, including Coachella and Ultra—all with the promise of "creating legendary experiences for its consumers." Also on the concert stage, Corona Extra is sponsoring the upcoming U.S. tour of Latin Grammy winner Juanes, while sibling brand Corona Light eschews the Hispanic connec- tion and throws its promotional weight behind country star Kenny Chesney, while touting its low 99 calories and a redesigned slim-line can at retail. In contrast, all-digital promotions for Negra Modelo stress the brand's culinary affi nities, through the brand's continuing partnership with Chicago's Chef Rick Bayless, visibility on food sites, and participation in food festivals. Meanwhile, the Newcastle brand, also imported by Heineken USA, is taking its summer offerings in more of a specialty beer direction. "Collaboration beers," brewed in partnership with two independent breweries, have been a source of innovation and consumer interest among craft drink- ers for the best part of a decade. Newcastle recently released Scotch Ale, the fi rst in a series of collaboration editions "created with venerable European brew- eries." Scotch Ale has been brewed in coopera- tion with Edinburgh's Caledonian Brewery, also owned by Heineken. Vikings Amber Ale is the second collabora- tion beer, brewed with Brand Brewery in the Netherlands (also owned by Heineken) to com- memorate the third year of the series "Vikings" on the History Channel. Fans hope another Newcastle collaboration is in the works. CRAFTY SEASONALS FOR SUMMER The tactics for specialty and craft breweries are different. Seasonal-style rotation has long been part of craft beer's appeal, so summer specials are an established part of the brewing calendar. Though sought after, these season- als tend to be regionally restricted in availabil- ity. Retailers can capitalize on this appeal, but coordination with breweries on a large scale is limited. Likewise, small size and smaller budgets limit the partnerships and sponsor- ships with all but the largest of the craft brewers. Boston Beer, brewer of the Sam- uel Adams line, can employ some of the marketing approaches of much larger companies. For example, Sam- uel Adams Beers of Summer variety pack is the only place consumers will fi nd a new brew, Downtime Pilsner, a golden lager with notes of citrus and spice. It gains added complexity from two new hop varieties used for the fi rst time by the brewery in this classic pilsner. It joins Summer Ale—a wheat ale with lemon peel and a hint of pepper from grains of paradise—in its tenth year as a Boston Beer sum- mer release. Rebel Rider IPA and fl agship Boston Lager complete the pack, providing a style for everyone. Boston Beer has also caught the radler wave, returning this season with Porch Rocker, which blends a helles-style lager with "a hand- crafted lemon blend that uses real fruit for a fresh-squeezed lemon taste," according to brewery founder Jim Koch. Once again, though, the fi nal beverage displays a non-radler strength of 4.5 percent. In its summer promotions, Boston Beer is partnering with Weber to showcase the versatility of beer with grilled summer fare. Besides suggested pairings of specifi c beers with foods, "We're encouraging experimentation and have even worked with Weber to develop recipes for Samuel Adams-soaked wood chips, which impart the fl avors of Boston Lager or Summer Ale when used to smoke food on the grill," Koch says. "Drinkers will actually be able to purchase their own do-it-yourself Samuel Adams soaked wood chip kit on our e-store this summer." National-scale promotions are outside the scope of most craft breweries, but some have overcome that obstacle by host- ing a series of one-day events across a number of cities. New Belgium Brewing Co. will stage its annual Tour de Fat again in cities across the country with a day devoted to cycling as a sustainable form of transportation. Naturally, this celebration of "all things bicycle" is a logical link to the brewery's fl agship Fat Tire Amber Ale, as well as Skinny Dip, New Belgium's "fi gure friendly" lager for summer drinking. Summer holds the promise of light-hearted fun, lazy days and relaxed entertaining. Beer, in all its variety, is a natural com- panion. The only question is, 'which beer to choose?' BD JULIE JOHNSON has been writing about craft beer and the beer business for 20 years. Scotch Ale, the fi rst in a series of collaboration editions "created with venerable European brew- eries." Scotch Ale has been brewed in coopera- tion with Edinburgh's Caledonian Brewery, also owned by Heineken. Vikings Amber Ale is the second collabora- tion beer, brewed with Brand Brewery in the Netherlands (also owned by Heineken) to com- memorate the third year of the series "Vikings" on the History Channel. Fans hope another Newcastle collaboration is in the works. CRAFTY SEASONALS FOR SUMMER The tactics for specialty and craft breweries are different. Seasonal-style rotation has long been part of craft beer's appeal, so summer specials are an established part of the brewing calendar. Though sought after, these season- als tend to be regionally restricted in availabil- ity. Retailers can capitalize on this appeal, but The drinking public craves variety and seasonal beers are increasingly popular.