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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product as fresh as possible on its journey from Europe, the brand is taking steps to make sure consumers here experience a product that tastes as close as possible to one they can get in the Czech Republic. The brewery is now shipping product in 32-degree containers. The brewmaster will travel to the U.S. this summer for an extend- ed tour to talk to accounts about how the beer is made. He'll also judge the second annual Master Home Brewer competition in New York, Chicago and San Francisco. Brewers of the best pilsener in each market will win a trip for two to Prague and Pilsn. Grolsch is getting renewed focus in key markets. As with its Polish and South American beers, Tenth & Blake is concentrating its efforts with Grolsch on specif- ic markets or even neighborhoods. Staying Relevant ven for well-established brands that tout her- itage and authenticity, staying relevant is key to survival and success. New this year from Tenth & Blake are two more beers with the kind of heritage and authenticity that marks the rest of the portfolio. From Belgium comes St. Stefanus, a blond ale ferment- ed in the bottle with three yeasts. Originally brewed by a Belgian monastery since the 1500s, the Abbey-style ale will be available in three maturations, from the lower-alcohol blond aged for three months to a Grand Cru cellared for a minimum of nine months. From Burton-on-Trent comes Wm. Worthington White Shield IPA, brewed with the original recipe from the 1700s. Like other ales from the area, one of the ingredients that distinguishes this hoppy ale is the min- eral flavor of the hard water used for brewing. "Intrinsics like water are what set brands like Pilsner Urquell and Wm. Worthington apart," Heneman said. "Pilsn has practically the softest water in the world, and Burton-on-Trent some of the hardest. Only brands with demonstrated quality and a consumer perception of brand differentiation will make it in this market." Others are taking note. Last year, for example, Heineken USA's Newcastle Brown Ale released four lim- ited edition beers: Newcastle Summer Ale, Newcastle Werewolf, Newcastle Winter IPA and Newcastle Founder's Ale. All were extremely popular. Werewolf, for example, sold three months' of inventory in three weeks. All go into national distribution this year. And now the brand has announced its first-ever national TV E Molson remains one of the major Canadian beers in the U.S., and continues to support hockey and focus on the northern tier of the U.S. ad campaign, themed "No Bollocks." Besides TV spots, which began in April, Newcastle's media mix also includes digital, in-bar advertising, branded events, social media and PR activities. Even import brands some would consider just a step above domestic premiums are finding ways to posi- tion themselves as a step out of the ordinary. Moosehead from Canada, for example, sees its brand as a less expensive import that can attract new consumers to the category. "Moosehead is more flavorful than domestic beers," Burnell said. "We want to be seen as an import, not compared to a domestic premium, which means we have to be relevant and careful bout how we spend our dollars. Like craft beers, we're real; certainly in terms of heritage we're very authentic. Kind of like the Yuengling of Canada, we've been around since 1857. The brand is featuring special "Equip Your Outerself" 12-packs from April through June that have a PIN consumers can use to find out if they've won aspi- rational outdoor gear from kayaks and canoes to tents and camping gear. Moosehead recently purchased the Hop City Brewery in Ontario, and will introduce a new beer from that brewery in select markets this October. Barking Squirrel Lager gives Moosehead the craft brewing credentials it seeks with the price point and selling proposition to match. Molson and Labatt, the other two major Canadian imports, both continue to support hockey and focus their efforts on the northern tier states. Even small brands like Warsteiner, or Paulaner, Hacker-Pschorr and Fuller's keep their brands relevant through a variety of programs. Warsteiner, from Warsteiner-USA, is the Official Beer Supplier to the PGA European Tour. Here in the U.S., consumers will have chances to win VIP tickets to the KLM Open in Amsterdam in September. Hacker-Pschorr Weisse, from Paulaner/HP USA is now available in 12-oz. cans, giving consumers more occasions on which to enjoy the refreshing wheat beer this summer. And the importer's efforts to implement just-in-time distribution in the past few years has meant faster turns and fresher beer for consumers even on small brands like O'Hara's. Summer's the perfect time to merchandise beer, and consumer demand for high-end, high-profit imports is back. s 34 • Beverage Dynamics • www.beveragedynamics.com • May/June 2012