3440051-Samuel Adams

Lager/Ale (J) Event at

Publix

Please note: You will only be dispensing glassware for

this program. You will have 24 glasses to disperse. In

the event that reusable bags have also been delivered,

PLEASE DO NOT DISTRIBUTE THEM. These have been

delivered in error. Please leave the bags at the store.

Thank you,

Type of Adult Beverage Event:

Event Name:

Program ID: Date: Times:

Event Supplies:

Adult Beverage Events Samuel Adams Lager/Ale Event - Florida 3440051 Thursday, July 3rd or Friday, July 4th or Saturday, July 5th 4 pm – 7 pm Dry Event/ Giveaways

Sam Adams (beer) Sam Adams Lager, Sam Adams Summer Ale and Sam Adams Summer Styles Variety Pack

Kit Contents:

• 1 Debit Card

• 1 PromoReport Form

• 1 Training Manual

• 1 We card/21 and Over Sign

W/ No Minors Allowed

Item to Purchase:

• Please purchase an item under $1 such as a piece of fruit or gum (this will serve as your check in)

What to Bring:

• Entire Kit Contents

• Training Manual

• PromoReports Form

• Regulatory Guidelines

• Black Floor Length Tablecloth

• Pen

• Demo Table

• Trash Can and Trash Bags

Event Goals:

• Convey features and benefits to consumers.

• 60 consumer engagements per day.

• 24 glasses per day (work with Store Manager to locate).

* If you have any questions regarding this event after reviewing your kit, PLEASE contact your scheduling coordinator immediately!

Events Specialist Uniform 3

A Shirt: White long sleeved shirt/blouse with collar

B Pants: Black Pants/slacks/skirt

C Shoes: Comfortable black shoes (not toeless or athletic)

D Name tag

Apron

E

Hat

F

Black Bow Tie

Black Chef Beanie Hat

Other Items: • Minimal Jewelry • No visible tattoos or piercings.

Questionable ID? Use F.L.A.G. Feel Have the person remove the ID from their wallet. Feel for raised edges or bumpy surfaces around the photo or birth date. Check the thickness to see if the ID was re-laminated.

Look Photograph - Does it look like the person? Focus on eyes, nose and chin. Date of birth - Is the person old enough? Look for "Under 21 Until”. Expiration date - Is the ID expired? Expired IDs are unacceptable.

Ask Ask for their middle name and address. A delayed response is not good. Ask the person their birthday.

Give Back Give the ID back to the person and offer the sample if the ID is valid. If the ID is fake or altered, you must return the ID, then deny the sample.

Maroon Vest

Event Instructions

IMPORTANT: All required compliance training must be complete before executing the event.

Before Event– Set-Up:

• Arrive 15 minutes prior the event to ensure time to properly set up. • Login via the app on your mobile device. • Introduce yourself to store manager and ask where you should set up your event. Try to be as close to the product as possible, in a

high traffic area. If you are not near the product then note the aisle number of the product as you will not be able to leave your table. • Review and follow the Regulatory Guidelines. • If required by the Regulatory Guidelines, have your serving permit on you. If required, wear it.

Before the Event

• Pre-Call store at least THREE days in advance of the scheduled event. • Check in with the Store Manager and let them know that you will be coming in for a Samuel Adams promotion, glassware giveaway. • Confirm exact date and time of event execution with your store. • Ask if there are additional details you need to know prior to the shift. • Review the provided Event Guide for your event. • Review your kit contents for accuracy. • Review the FLORIDA REGULATORY GUIDELINES • Memorize product features and talking points prior to event. • If your event location requires a certification, be sure to bring it with you and keep near you during your event. • Bring a Pen and Small notepad paper. • Review Dress code.

4

Before the Event – Table Set Up:

• Set up table near the location of the highlighted adult beverage. • Display all required signs. Each state and county may have different sign requirements. • Make sure you keep track of the beginning and ending inventory counts.

• DO NOT PROVIDE A GIVEAWAY TO A MINOR.

• You can give one glass to any consumer that is not a minor regardless of whether they purchase the product.

• Always, be upbeat, informative and friendly.

• Be engaging with consumers.

• Have the location of product and facts from this training guide memorized and on hand.

• Your goal is to utilize at least 2 speaking points per interaction.

• Do not leave table unattended.

• No cell phone use during the event (including text)

• Keep your table neat and clean at all times.

• Do not sit down during your event. These events do not include breaks.

• No smoking, gum chewing, eating or drinking at your event.

• Keep your event area clean, organized, tidy and professional looking.

• Keep product stocked on your table so there is always product for the consumer to readily purchase.

• Do not put product into individuals hands or carts. They must pick up the product.

• If you don’t know the answer to something, do not guess, refer them to Sam Adams website for more information.

• Always thank the shopper for stopping by.

• Break down at the end of the event. DO NOT leave early.

TO DISPOSE OF UNUSED and/or LEFT OVER GIVEAWAYS:

Your goal is to give out all 24 glasses to consumers during your event. If you have any leftover glassware after your event is completed, do not leave it at the store. You must take leftover glassware home with you.

About the Brewery:

The Boston Beer Company is America’s leading brewer of handcrafted, full-flavored craft beers. Founder and Brewer, Jim Koch, brews Samuel Adams® craft beers using the time honored traditional four-vessel brewing process, and the world’s

finest all-natural ingredients. With over 30 distinctive, award-winning styles of craft beer, Samuel Adams offers discerning beer drinkers a variety of brews. The brewery has won more awards in international beer tasting competitions in the last five years than any other craft beer brewery in the world.

Boston Lager:

This Go To Beer™ started it all. Samuel Adams Boston Lager helped lead the American beer revolution,

reviving a passion for full-bodied brews that are robust and rich with character. Since 1984, Samuel Adams Boston Lager has used only the finest hand-selected ingredients to create this perfectly balanced, complex and full-bodied original brew. While no caramel went into this beer, two-row barley gives a wide spectrum of malt flavor ranging from slightly sweet to roasted caramel. HOP VARIETIES: Hallertau Mittelfrueh and Tettnang Tettnanger Noble hops

MALT VARIETIES: Samuel Adams two-row pale malt blend and Caramel 60

YEAST STRAIN: Samuel Adams lager

COLOR: A deep amber to golden, 11 SRM

ALC. BY VOL/WT: 4.9%ABV - 3.8%ABW

IBUs: 30

CAL PER SERVING: 175

AVAILABILITY: Year Round

Summer Ale:

Crisp and tangy with refreshing lemon peel and a hint of pepper from rare Grains of Paradise. Golden, hazy, & thirst quenching, this American wheat ale balances bright citrus, Noble hops & spice for a lively brew that’s perfect on any summer day.

HOP VARIETIES: Hallertau Mittelfrueh and Saaz Noble hops

MALT VARIETIES: Samuel Adams two-row pale malt blend, and malted wheat

YEAST STRAIN: Top-fermenting Ale

COLOR: Golden, veiled, SRM: 6

SPECIAL INGREDIENTS: Lemon peel, Grains of Paradise

ALC. BY VOL/WT: 5.3% ABV - 4.2% ABW

IBUs: 7

CAL PER SERVING: 166

AVAILABILITY: Seasonal (March – July)

Summer Styles Variety Pack:

Availability: March – August. Our 2014 Beers of Summer variety pack delivers on the exploration that Sam drinkers have come to enjoy during the warmer summer months. This year marks the return of two favorites (Belgian Session and Blueberry Hill Lager) in addition to perennial summer favorites Summer Ale, Boston Lager, Porch Rocker, and White Lantern.

Porch Rocker®

Tart & refreshing, this unique summer quencher is our twist on the Bavarian Radler, named for cyclists that originated this drink. Traditionally a mixture of beer and lemonade, for our take we combined the crispness of a golden Helles lager with a blend of lemons to create a fresh squeezed tangy taste perfect for the long yet fleeting days of summer.

Belgian Session

A crisp, refreshing version of a traditional Belgian beer. Fruity, slightly spicy flavors from the Belgian yeast are balanced by toffee and caramel notes from our blend of malts while the hops provide a citrus character that rounds out this enjoyable brew.

Blueberry Hill Lager®

This crisp, unfiltered lager is aged on blueberries for a pleasant blueberry aroma and taste. To take this fruity character in a new direction, we brewed with Tettnang Tettnanger Noble hops for an added subtle citrus note - a delicious blend of flavors with a smooth lager finish.

White Lantern

White ales have a long history of unique ingredients, as Belgian brewers experimented with spices discovered during the spice trade. For our hazy brew we created a refreshing combination of crisp wheat, the tangy sweetness of tangerine & orange peel, and the subtle spiciness of coriander & Grains of Paradise.

Special Notes: 9 Audit Information 10

1. Ask for the individual’s Agency

Identification (Identification card, badge,

credentials, etc.)

2. Respectfully comply with any/all requests,

up to and including suspending/terminating

the Event.

3. Immediately contact your Manager and

Field Support (877-699-6275) by phone to

make record of the incident.

4. If Store Management is not already aware of

the situation, notify them of the incident

and the steps taken (steps 1-3).

If you are approached by an official

from the city/county or state,

adhere to the following steps:

1. If you arrive at the store and no product is available,

ask the STORE MANAGER for excess stock. If the

product is unavailable in the store at all, the event

cannot be executed.

2. If the event cannot be completed due to lack of

product or manager request, let your Manager know

immediately.

3. Please note : Engagement Specialists are to track

how many units of product were sold during the

event. These questions are part of the questionnaire

report that the Engagement Specialists will complete

at the end of the event per client request.

4. Follow the instructions in the regulatory

guidelines.

5. You will be audited or secret shopped, so make

sure you are smiling, greeting everyone, and

complying with all rules and regulations.