Who's Drinking What?

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Fall 2012 | V.1 AMOSKEAG BEVERAGES

WHO’SDRINKINGWHAT?

LETTER TO THE TRADE | FALL SEASONALS | BREWER HIGHLIGHT | PERFECT FOR THE SEASON

GREGKOCHSTONE BREWING CO.

BEST INGLASS

Dear Valued Customer,

Amoskeag Beverages LLC. is excited to introduce to you, the first issue of ournew retailer publication, Heady Times. This newsletter will be produced quarterlyand provide you with information on new products, seasonal selections, excitingprograms and the latest industry trends. Heady Times will also profile select onand off-premise retailers who excel in their communities and a section titled,“Retail Edge” which promises to enlighten you with tips on how to better savemoney, sell more and increase your margin just to name a few! We believe thatproviding you with this information will allow us all to better serve the consumer.

With our growing portfolio, Heady Times will be your “go to guide” ensuringyou have full knowledge of the fantastic products we offer. It is important for you,our retailer partner, to be able to review our incredible assortment of craft,import and domestic selections so you can make the best choices to suit yourcustomer’s needs.

No matter where your establishment is located, from the beautiful mountains andlakes to the growing, hip urban cities in New Hampshire, Amoskeag is lookingto help you profit from what has become a new “Golden Age” of beer.Opportunities abound and we are all fortunate to be in the beverage business.Together we will offer the quality products and variety consumers seek.

We hope you enjoy our first issue and that it becomes a valuable source ofinformation for you and your staff. For more information, please speak with yourAmoskeag Beverages Sales Representative or visit our website atwww.amoskeagbeverages.com.

Cheers,

Ed Murphy Tom Bullock Kevin EmmonsVP/General Manager President VP/Marketing Director

In ThisISSUE

Cover Story .........................1

Brewer Highlight ..................2

Ayottes Stateline Market .......3

Copper Door........................4

New Products ......................5

Seasonals ............................6

Programs.............................7

Retail Edge ..........................8

The Beer Guy .......................9

Letter toTHE TRADE

Heady Times is published four times a year, courtesyof Amoskeag Beverages.

Who’s Drinking What?THIS IS A TRUE STORY, BUT THE NAMES ARE FICTITIOUS.

A husband and wife team decide to open a sports bar with afocus on craft beer and casual, upscale fare to complement thebeer. Let’s call them Mike and Mindy. Mike considers himself to

be a very knowledgeable beer guy who has immersed himself in allthings craft. He has read in the press for years now that craft beer isthe only segment of the industry that consistently posts positive growthtrends and he agrees with the “experts” who predict that craft couldexceed 20% of all beer sold in the not so distant future. Mike believesthis to be true because “everyone is trading up”. Mindy is in charge ofthe kitchen. A chef by training, she devises her menu to pair well withtheir beer list which is skewed towards very flavorful beers with ABVsabove 6%. Mindy prepares savory dishes and offers specials usuallyfeaturing Asian and Southwest American flavors.

The doors open and business is good. Patrons are impressed by thebeer list and the kitchen’s tasty offerings. But after a few months, salesbegin tapering off and the wait staff reports that customers arebeginning to complain about the “limited” beer list and food that isheavy and too spicy.

What went wrong?

Mike and Mindy bet heavily on the appeal of one specific category ofalcohol. Though craft beer is wildly popular, the couple failed to realizethat consumers make their alcoholic beverage choices for manydifferent reasons. And loyalty to one particular category isn’t one ofthem. MillerCoors has done some very interesting research explainingwhy people drink what they do. “There are certain drivers of choice inalcohol. We use a more motivation-based analysis to describe themarketplace and then position our brands based on their associationwith different emotional need states,” says Scott Hughes, ChiefConsumer Insights Officer for MillerCoors. In other words, occasionand mood play a big role in the selection process. Choices are madeon the basis of who you are with, what the social dynamic is, theenergy level and to a lesser extent, income, ethnicity and age. CoorsLight, for example, is often the beer of choice for people who are in themood for fun and those wanting a sense of belonging. Crafts andimports appeal to people when they want to “stand out from thecrowd” or want to “savor the moment”.

Getting back to Mike and Mindy, what should they change to attractmore repeat customers? Sadly, they chose a format that appeals to the least loyal drinker – the craft consumer, who is all aboutexperimentation and variety. The craft-only drinker really doesn’t exist.The most loyal fans of a specific beer style are actually those who favorpremium lights. Mike and Mindy were also hoping to attract youngerlegal age drinkers, Millennials, for example. This age group rangesfrom 21 to 30 years. They are only 21% of the population, but theyare 29% of all beer drinkers. Millennials are particularly experience-seeking, and they are quick to try new brands and products, but only if the right opportunity presents itself. A craft-only lineup will never dofor them.

The couple doesn’t want to totally abandon their craft concept, but theyneed to attract more customers to keep the doors open. Understandingthat they need to make some changes, they decide to add six new taps

following the advice of their Sam AdamsRegional Sales Manager. “The Boston BeerCompany has compiled some great data ona brand set that satisfies 91% of on-premiseconsumers, says Gabe DiSaverio, RegionalSales Manager. “We have found that 54%of craft volume comes from consumers whoconsume all three beer segments – craft,import and domestic. In addition to SamAdams Lager and a rotating Sam Adamsseasonal, I suggested to Mike and Mindythat they also offer a domestic, an import, adomestic specialty and a popular localbrand.” Word got around that their beerselection had changed and in a shortamount of time, they began to see both newand familiar faces sitting at the bar.

The addition of beers like Blue Moon,Corona, Coors Light and Smuttynosedefinitely broadened their customer base.And Mindy tweaked her menu to reflect theirnew offerings. “Change is good. Welistened to our customers and took advicefrom a beer professional. It paid off,” saidMike. Mindy smiled and said, “life is good”.

CoverSTORY

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Greg KochStone Brewing Co.

Back in 1996 as the first wave of the American craft beerindustry was beginning to fade, two guys in Escondido,California sunk $500,000 into a new brewery. Their goal was

to brew beers with the flavors they wanted to drink – beers full ofspicy, assertive hops and rich, malty goodness. The preference of thebeer-drinking public, which was more into lagers then, was a mereafterthought. That turned out to be a good thing because their brainchild, Stone Brewing Co., eventually found its way onto everybody’stop ten best brewery lists. One magazine even declared it the “BestBrewery on Planet Earth”. The two guys we are talking about areGreg Koch and his partner Steve Wagner. Koch is the face of thebrewery and Wagner was the original Brewmaster. Together theyhave made it their mission to challenge drinkers to appreciate theirbeers. One of their most sought-after strong ales, aptly namedArrogant Bastard, declares on its label, “You probably won’t like it.Doubtful you have the taste or sophistication to appreciate an ale ofthis quality and depth.”

One of their first challenges was to come up with a name for theirventure. Koch explains how it happened and why the name is soappropriate, “Steve and I had been planning and talking aboutopening a brewery for more than three years before we actually did.We had always tossed names back and forth, but couldn’t agree onanything. It was during a planning session one day that I saw the word“stone” on something and I turned to Steve and asked what he thoughtabout Stone Brewing. When he didn’t say no right away, I knew wehad a keeper. To me, a stone is solid, it’s small and natural. I like thevery simple things the word stone represents.”

Lots of people credit Koch and Wagner with creating the hop-forwardWest Coast brewing style, but Koch does not take credit for that.“Popularize it – yes. Help define it – yes, but we most certainly did notcreate it,” he says. “We did, however create some styles, most notablyArrogant Bastard Ale which is widely considered to be pro-generate ofthe American strong ale style. As far as helping to define a style, StoneRuination IPA, 10 years ago, was the world’s first, full-time brewed andbottled double IPA. While we didn’t create the double IPA category, wehelped establish it as a style.”

Many Stone beers have interesting names. Koch gives us the scoop onhow a few of them came about. “Arrogant Bastard Ale is named sobecause it told me its name was Arrogant Bastard. I was not the onewho named the beer, the beer told me what its name was. StoneRuination IPA was named because of the ruinous effect the beer hason the palate. Being the first brewed and bottled double IPA on theplanet, it was really, really, really out there at the time. Beer style wise,

“I feel that we always want to do things the right way and never compromise on any level.”

hoppiness wise and intensity wise it was sodifferent from anything else, so the name fitperfectly. Today, interestingly, at a modest7.7% ABV, it’s almost solidly in the middleof a field of double IPAs.

Sublimely Self Righteous Ale was originallyreleased as Stone 11th Anniversary Ale.We wanted to release it full time, and wedid, but it took nearly nine months to comeup with a name that really encapsulatedwhat the beer is all about. That was one ofthe hardest for sure. We were all jonesin’ torelease the beer, but we couldn’t until it wasproperly named.

But, for each one of the beers we brew, I tryto let the beer tell me what its name is,although Arrogant Bastard is the only onewho has told me straight out thus far.”

Koch is very proud of his brewery, andrightfully so. When people think aboutStone Brewing, Co. Koch would love theirfirst thought to be – integrity. “I feel that wealways want to do things the right way andnever compromise on any level.”

BrewerHIGHLIGHT


Smokin’ Joe’s Ayottes Stateline MarketThe name says it all…

Located on River Road in Hudson, NH, Ayottes StatelineMarket is a true state line store. The parking lot dividesNew Hampshire from our good neighbors in the stateof Massachusetts, making this a prime location.“Having such a great location draws in manycustomers,” says store manager, Mike Roberts. 80% ofthe customers are from Massachusetts and Robert’sadmits that the location is a key factor in the boomingbusiness that has been in operation for over 50years.

Not only is Ayottes located in a terrific spot, accessible to manypeople, it also boasts a vast array of great beer. “We carry over 800sku’s of Amoskeag Beverages’ products alone,” Roberts tells HeadyTimes. The store is well organized and very shoppable. Small descriptiveprice cards with both bottle and case prices are placed below eachoffering, eliminating confusion for the customer. “I get people coming infor the most current beer on the market and we do our best to give thesenew beers a chance to succeed.”

Ayottes also promotes beer sales by offering freetastings to customers on Friday afternoons from 4-6 p.m. It has proven to work well, as Roberts claimsthat numerous customers head home with a six packof the product they tried. The weekend is also a hugeopportunity for Ayottes barrel business. “It is notunusual to sell 65 kegs a weekend,” says Mike,“between the college kids and the kegerators that allowfresh, cold draught beer to be enjoyed at home, ourbarrel business is thriving.” From kegs to micros, to craftsand domestics, your beer needs are covered at Ayottes.

Staying one step ahead of the large supermarkets keeps thissmall, independent store on the cutting edge. Walking intothe 5,000 square ft. space, you immediately notice Smokin’Joe’s, their top-notch cigar business. The million dollarhumidor houses the largest selection of premium cigars in thestate! In addition, Ayottes does well with their K-cup coffeebusiness, offering what seems like every flavor manageable. And let’s not forget their massive collection of hot sauces and BBQ sauces… whata selection!

There’s no denying the involvement that Roberts has in the communityeither. In the past, he has been involved in youth football and is currentlya big supporter of the Zachary Tompkins Memorial Fund. The charity,named for a young boy whose dream it was to have a stadium and fieldsin town, hosts various fundraisers to help build a sports complex inHudson in Zachary’s name. When Heady Times was conducting thisinterview, Roberts was working on getting foursomes and hole sponsorstogether for an upcoming golf tournament.

Don’t be surprised if Ayottes comes up with more innovative ways to keeptheir customers returning. With 43 employees ready to serve and alocation that literally divides Massachusetts from tax-free New Hampshire,it’s no wonder it’s been around for over half a century!

Off-PremiseSPOTLIGHT

Manager of Ayottes Stateline Market, Mike Roberts

Copper DoorAs you drive up the road leading to the Copper Door, you can’t help butnotice the painstaking efforts that went into creating this delightful newrestaurant. Voted “Best New Restaurant 2012” by New HampshireMagazine and “Best New Eatery” by the Hippo Press, the Copper Dooris living up to all the hype around town that had people anxiouslyawaiting the opening of Tom Boucher’s latest venture. Walking throughthe main entrance (yep, you guessed it) a custom-made copper door, youimmediately feel an energy that lifts your spirits. The grand space ismodern, yet rustic with exposed timber trusses and forged steel detailshanging from the vaulted ceilings. Handsome lighting showcases severallarge-scale paintings of local farms mounted on the walls, all hand-painted by Boucher’s wife and talented artist, Dana. Elegant transomwindows look west toward a gorgeously landscaped outdoor stoneterrace, welcoming diners throughout the warm summer months.Although a beautifully decorated space, it is quite comfortable as well.The Copper Door offers a main dining room that seats 125 guests, twoprivate dining areas and a large, inviting bar and lounge.

Running multiple restaurants is not for the faint of heart and it takesendless hours of dedication. With five T-BONES locations and twoCactus Jack’s in New Hampshire, Boucher juggles them all with easeand a high level of expertise. However, there were some challenges withthe December 2011 grand opening of Copper Door. “Opening arestaurant with a new concept, that was in such high demand, two weeksbefore the holidays was overwhelming at first,” says Boucher. CopperDoor was up over 100% from projected sales… people couldn’t wait tocheck out this new eatery!

“Approachable New American and upscalecomfort food” is how Boucher describes ExecutiveChef, Zack Martineau’s culinary creations. Guestsat the Copper Door are able to enjoy a wide rangeof exciting and inventive taste combinationsfeaturing local New England seafood, classic, yetinspired stone oven creations, hand-cut ReservePremium Steaks, unique salads and house specialties.The dishes personify Copper Door’s passion andrespect for fine food and classic culinary technique.The menu offers something to fit all budgets, a notionTom Boucher is working to get across to the consumer.“We are an upscale casual place” yet the number oneselling item on the menu is their cheddar bacon burger.

Their beer selection is vast as well with a fairly largeselection of bottle offerings, eight draught lines and a plethora of bigcorked bottles. “I wish I had a few more draught lines. People wantvariety and they often seek out small batch specialties and local brews,”Boucher tells Heady Times. Looking across the custom, zinc bar top, a tallglass of Woodstock Pigs Ear (Woodstock, NH) is being poured for apatron, reinforcing his insight. The Copper Door looks to expand theirbeer options as they hope to begin hosting beer dinners, something therestaurant has done with wine in the past. When they begin, count us in!For now, they do offer great happy hour specials and a vast array ofbrews including some terrific fall seasonals.

On-PremiseSPOTLIGHT


Owner of Copper Door,Tom Boucher

Corona FamiliarOne of the most traditional beers inMexico, Corona Familiar is packaged in aclassic brown bottle that is ubiquitous inall of Mexico’s territory, and for severalgenerations has embodied the traditionof Mexico’s beer culture. The Spanishword “Familiar” (in English“Family”) originates from the factthat the 32 oz. bottle was createdto be served in individual portionsand shared with friends andfamily, much like a bottle of winein Mediterranean countries. Thisis the Familiar “ritual.” Althoughsometimes Corona Familiar isused as a single-serve, inMexican culture it is oftenserved at the center of thetable to be shared. ABV: 4.6% Package:32 oz. bottles only Availability: Now! Year- round

Curious Traveler Brewed as a classic American wheat beer mixed withreal lemons and limes, Curious Traveler is bright andrefreshing. The only craft/artisanal shandy on themarket, it appeals to both craft and domestic beerdrinkers. Curious Traveler has a lively fruit flavor and a powerful “throw your head back” fresh lemon aroma.

In short – it’s quite a refreshment. ABV: 4.4%

Packages:12 oz. bottlesand draughtAvailability:Now! Year-round. Thesuccess of thebrand willdetermine futurepackaging andline extensions

NewPRODUCTS


Crispin Super Premium Hard Apple CiderCrispin Cider is naturally fermented using apremium apple juice blend, never fromconcentrate, with no added malt, grape orspirit alcohol. It’s unique, crisp, smoothflavor has no added sugar, colorants orpreservatives. Serve over ice for a crisp,pure refreshment. ABV: 5% Packages:12 oz. bottles and draught Availability:Now! Year-round

Angry Orchard Hard Cider At Angry Orchard they usethe ripest apples,harvested by hand toensure the highest quality.European apples provide

a taste that domesticapples cannot match. The

French bittersweet apples fromNormandy provide a complex flavor while

contributing tannins - like red wine grapes and asuperior mouth-feel that adds tartness. Italian culinaryapples from Meran at the foothills of the Northern Alpsoffer a crisp and fruity balance to the cider. The result isa distinctly crisp and refreshing cider.

Angry Orchard Crisp Hard CiderThis crisp and refreshingcider mixes thesweetness of apples witha subtle dryness for abalanced cider taste.The fresh apple aromaand slightly sweet, ripeapple flavor make thiscider hard to resist. ABV: 5% Packages:12 oz. bottles anddraught Availability:Now! Year-round

Sierra Nevada Tumbler AutumnBrown AleAs the heat of thesummer breaks and thenights begin to cool,Sierra Nevada bringsyou the perfect beer forthe season—TumblerAutumn Brown Ale.This American brownale is back for itssecond season andjust in time for fall.Tumbler featuresfresh-roasted maltsshipped straightfrom the kiln andinto the brew kettle as well ashouse smoked malts from Sierra Nevada’sbrewery in Chico. This fall offering strikes the perfectbalance between complex malt flavors with depth andcharacter and an easy-drinking approach that works wellon those autumn afternoons as you watch the leavescome tumbling down. ABV: 5.5% Packages: 12 oz.bottles and draught Availability: August

Blue Moon Brewmaster’s Autumn Sampler PackThe 2012 Autumn SamplerPack includes Blue Moon’snewest limited release,Caramel Apple SpicedAle, as well as BlueMoon Belgian White,Blue Moon BelgianPale Ale and Harvest PumpkinAle. Availability:September Woodchuck Fall Cider

Naturally gluten free, WoodchuckFall Cider has a complex andelegant character with a uniquetaste and special aroma notfound in any other hard cider.Handcrafted with cinnamon,nutmeg, and a hint of Americanwhite oak, Fall Cider is theperfect libation for a crisp,autumn day. ABV: 5%Package: 12 oz. bottles only Availability: August


SeasonalSELECTIONSWhen Demand Exceeds SupplyMany of our craft seasonal and specialty releases areavailable in limited quantities. Breweries only produce acertain amount of their specialty beers and Amoskeag doesall they can to get as much product as possible. In addition,this magazine is compiled months prior to the decisionmade by the brewery to allocate their products to thewholesaler. Variations in production for some of theselimited release offerings will fluctuate, resulting in lowerquantities than anticipated. If you are interested insomething you see in this publication and it is out of stockwhen you place your order, please contact your AmoskeagBeverages sales representative to discuss a similar product.

SeasonalSELECTIONS

Harpoon UFO PumpkinImagine a pumpkin vinewound its way into a fieldof barley and a brewerharvested it all to make abeer. Add Northwesternhops and a blend ofspices and you’ve gotHarpoon UFO Pumpkin.ABV: 5.9% Packages:12 oz. bottles anddraught Availability:August

Programs

Sylvania 300 at New Hampshire Motor Speedway Loudon, NH Sunday, September 23, 2012 2:00 p.m. NASCAR Sprint Cup Series The cars and stars of NASCAR race theirway back to New England for theSYLVANIA 300 and the second race in theChase for the NASCAR Sprint Cup onSunday, September 23. As part ofNASCAR’s 10-race playoffs, this 300-lapevent is sure to be pivotal in deciding the

series champion. With Coors Light as theofficial sponsor of NASCAR and Miller Liteas the official NHMS sponsor, the eventproves to be a winner at the “Magic Mile.”Come check out the new Lite LobsterLounge for a cold brew and tasty food ifyou are in Loudon for the race!


Consumers want to take their tailgateto the next level by offering theirfriends a more exciting,more premiumexperience, butthey want stockingup for a tailgate tobe quick and easy.Guinness BlackLager is the firstlager from Guinnessand it has morecharacter than mostlagers but it’s easydrinking, refreshingtaste make it a perfect fit for sports.This fall, Guinness will challengeconsumers to make more of theirtailgate and celebrate those who doby inviting them to join GuinnessBlack Lager for the Ultimate Tailgate

at the 2013 Super Bowl. Consumerswill be invited to post pictures of their

GBL tailgateexperiences onFacebook to win a tripto the UltimateTailgate! Visibility,POS and displays willfeature GuinnessBlack Lager’s “ElevateYour Tailgate”promotion and showconsumers how totake their tailgate to

the next level with Guinness BlackLager. The Elevate Your Tailgateprogram will encourage consumers tochoose premium products for theirtailgate experience – increasingbasket ring and elevating consumers’tailgate experience.

Halloween Pinups for St. JudeThis October, MillerCoors is hopingto “scare” up some support for St.Jude Children’s Research Hospital.All month long, when you visit aparticipating restaurant or retailoutlet, you can purchase a specialpumpkin-faced pinup in exchangefor a $1 donation to St. Jude. Thedonor’s name will be written on thepinup and displayed in theestablishment. It is part of theannual St. Jude HalloweenPromotion, which is in its 13th year,and the goal is to raise $3.5 millionfor St. Jude.

Amoskeag Beverages is a proudparticipant, and has been for years,in this terrific program. Please askyour sales representative for pinupsand POS to support the St. Judechildren. Or call Allison Kemon, local St. Jude representative at 1-800-341-5800 for moreinformation. Thanks for your support!On August 25, 2012 at 4 p.m.,

Red Bull Cliff Diving returns to theU.S. and lands in Boston! Afterfour stops in Europe, the WorldSeries leaps over the Atlantic andtouches back down in one ofAmerica’s oldest cities – Boston,Massachusetts. After lastseason’s premiere, the Red BullCliff Diving World Seriesathletes will climb back to thetop of the Institute ofContemporary Art buildingon Fan Pier to exhibit theirlatest skills. Founded in 1936, theICA’s mission is to exhibitcontemporary art. Count on the

world’s best divers todeliver 21st-century art inthis sports-mad city. TheRed Bull Cliff Diving WorldSeries stop will be free andopen to the public and willfeature extraordinary dives,a live emcee, jumbo screensfor viewing and premiumvending. Public areas will bestationed along Fan Pier, andthe ICA will extend its hours,remaining open to the publicuntil 9 p.m. that evening.Wiiings are encouraged for both

divers and onlookers. After all, whynot give Boston a World Series?

Red Bull Cliff Diving

Guinness Elevate Your Tailgate

RetailEDGE


Best in GlassYou wouldn’t serve a filet mignon on a paper plate – would you?

If you pride yourself on your beer selection, serious thought should be given to the presentation and serving technique.The type of glassware used to serve beer can greatly enhance the drinking experience and affect profitability. The mostcommon glass found in bars and restaurants is the standard pint or shaker glass. They are simple, sturdy, easy to cleanand work well enough for a wide variety of beer styles, but ultimately do not do much to enhance the drinkingexperience.

First consider profitability, if a beer that is meant to be served in a smaller tulip glass is instead poured into a standardshaker glass, you are essentially losing money on that pour. There is also a responsibility factor at play. Beers with ahigher level of alcohol should be served in smaller glasses. The size of the glass signals to the drinker that this liquid has ahigher ABV. It’s the responsible thing to do for you and your customer.

For stronger beers, aclassic snifter is ideal.Because these glasseswere originallydesigned for fineliquors such ascognac and brandy,they make the mostsense for beers thatare meant to besipped and enjoyedslowly. The pungentaromas of strong alesare captured by thewide bowls andtapered mouths ofsnifters. The glassesalso allow the beer tobe swirled insidewhich helps toreinvigorate andbring out the volatilesin the beer.

One of the mostrecognizable glassesis the tall weizenglass which wasdesigned for wheatbeers. The long bodyshows off the beer’scolor but alsoprovides plenty ofspace for the frothyhead thathefeweizens areknown for, while thebowled top locks inthe style’s signaturephenol aromas.

A more elegantlooking glass is thechalice or “goblet”.This type of glass ismost closelyassociated withBelgian beer styles.The wide mouthmakes them ideal forquaffing so they notonly look great, theyare practical as well.

Tulip glasses,stemmed with abowlish bottom thattapers outward at thelip, enhance a beer’svolatiles whileallowing for a foamyhead. These can beused for a widevariety of beers butthe effervescence andintense aromatics ofsaisons workparticularly well.

A tall, thin glasscaptures a beer’sbody and color.Pilsner glasses do justthat. The clear goldenhue of a crisp pilsneris best showcased inthese slender glasses.The narrow body ofthe glass helps tomaintain carbonation,a trademark ofpilsners.

These are by no means the only styles of glassware available, many breweries evenhave their own unique glasses to differentiate their brand and complete the story oftheir beer. The different shapes and sizes of glassware make for some veryappealing eye candy behind the bar and will often entice a customer to ordersomething based on the glass alone.

Taking time and consideration in determining how you are presenting yourself andyour products shows that you care in a few different ways. By understanding theintricacies of different glassware you are able to better serve your customers andgain respect among beer connoisseurs.


The BeerGUY

But the biggest difference is the beer,or how good it is – it’s Germany, youexpect good beer – or the huge litersteins it comes in, or how thewaitresses handle them so deftly, oreven how reasonably priced theyare...but what it looks like. AtOktoberfest Ground Zero, the beerthey’re drinking in every tent...isgolden in color. Huh?

It’s a familiar story: the Germanschanged their beer. The traditionalOktoberfest beer, since the late1800s, was a robust amber lager.That’s the beer that Michael Jackson,the famous, seminal beer writer, toldus about in his books, the“Marzenbier” that German brewerstraditionally brewed in huge batchesin March, the last beer made beforethe weather turned too warm to safelybrew. Thanks to the huge effect ofJackson’s writing on Americanbrewers and drinkers, that traditionalbeer was what we wanted, and that’swhat we got, not this Johnny-come-lately golden stuff.

You can also get scads of goodOktoberfest here – or Octoberfest, asJim Koch spells it on the SamuelAdams bottles. That’s a good one, abit more crisp than the Germans, andfresh as an alpine breeze. FellowBostonian brewery Harpoon has madean Oktoberfest beer for years - andput on a great harborside Oktoberfestevent as well, highly recommended –that’s a bit darker, and goes well withpasta and red gravy.

If you want to stay really local, to getthe freshest of the fest, you’re covered.There are Octoberfest events takingplace at Loon Mountain located inscenic Lincoln, NH on October 6th &7th and at Pat’s Peak in Henniker, NHon Sunday November 4th. You canbe sure they’ll be plenty ofOctoberfest themed food & drinkavailable and activities for all ages!

So, that’s the secret of Oktoberfest,whether light or dark, big or small,German or American: it’s about theattitude, the fun, the gemutlichkeit, theein - zwci - drei - G’sulfa!

American Oktoberfest celebrationstend to be short, beer festival kinds ofthings, usually in October – it’sOKTOBERfest, right? But the Germanversion is over two weeks long andstarts in September, running throughto the first weekend in October. It’smore like a state fair midway than abeer festival: roller coasters and ferriswheels; food like steckerlfisch (wholeroasted fish on a stick), huge softpretzels and roast oxen; flashing lightsand loud music; and a happy throngof people chattering to each other asthey make their way along the“Wies’n,” the open area where theFest is always held, and has been for200 years.

It’s a lot bigger than anything here,one of the biggest events of any kind,anywhere. Six million people from allover the world come to the sixteendays of Oktoberfest: Americans, Irish,Australians, Brazilians, Brits,Czechs...it’s the World Cup of beer,without all those damned vuvuzelas.

“…it’s about the attitude, the fun, the gemutlichkeit…”

The Two Sides of Oktoberfest by Lew Bryson

510 Hall StreetBow, NH 03304-3105

Mud Bowl 2012It’s been called the cleanest sport played in kneedeep mud; the annual Mud Bowl will take placefrom September 7th - 9th at Hog Coliseum inNorth Conway, NH this year.

Three days of riveting mud football and theannual Mud Parade kick off the festivities. Hereyou can witness the ever talented Lawn ChairBrigade drill team as they perform down MainStreet…there are even mud cheerleaders!

Teams of weekend warrior football fanatics havebeen enjoying this wonderful charity event since1976. The Mud Bowl has raised over $700,000for local charities through the years andcontinues to have a dedicated following. If youare looking for a weekend of fun and frolic inthe scenic White Mountains, check out the 2012Mud Bowl, a Miller Lite and AmoskeagBeverages sponsored event!

Who's Drinking What?

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