Topics for Today Current State of the Beer Union. . Where do I start with this crazy craft beer thing?

1. Topics for Today Current State of the Beer Union.. Where do I start with this crazy craft beer thing? Pairing Beer and Food. Beer and Food Centric programs.Promotions. The next level of Beer “o” logy.

2. Introduction • Bios' • Adam Lambert • VP Sales Dogfish Head Craft Brewery • Zach Houlahan • Mid West East Regional Manager • Senovia Ramirez • Beer Centric Food Guru

3. Current State of the Beer Union • Courtesy of: • Bump Williams Consulting • Guest Metrics • IRI / Nielsen's • Brewers Association

4. Beer Segment 2013 TrendsOn-Premise Y/Y Growth (%) – by beer segment

5. Dollar Sales Trends YTD Ending December 29, 2013 Source: IRi Advantage YTD Ending Dec 29, 2013

6. Beer Segment Case Share & TrendsTotal U.S. Multi Outlet + Conv Beer Category Case Sales % Chg YA = +0.2% Case Share of Total Beer Category Chg YA Case Share of Total Beer Category Source: IRi Advantage YTD Ending Dec 29, 2013

7. Top 10 Craft Styles • Total U.S. Multi-Outlet + Convenience Craft Dollar Sales % Chg YA = +19.1% Dollar Share of Total Craft Segment Chg YA Dollar Share of Total Craft Segment Source: IRi Advantage, 52 Wks Ending 01/05/2014

8. Current State of Craft • There are more than 2,700 craft breweries operating in the U.S., the highest total since the 1880s. • In 2012, the most recent figures available, the industry provided an estimated 108,440 jobs in the country, according to the Brewers Association. • Craft brewer retail dollar value in 2012 was an estimated $11.9 billion. • Craft breweries have a few things working in their favor, perhaps the most important of which is a customer base that's financially well off. Nielsen reports that 58.9 percent of craft beer drinkers have annual incomes of $75,000 or more

9. Where do I start with this crazy craft beer thing? • Starting small or diving in head first • Easing into things (The simple approach) • Couple of beers • Right Pricing • A little more complicated (Dipping in all your toes) • Few Breweries • Few styles • Few states • Going all in (Take the bull by the horns!) • Dedicating Handles • Expanded bottle menu • More Styles, States, Breweries and Collecting

10. Where do I start with this crazy craft beer thing? • What package size should I carry? • Draft • Pro’s • Con’s • Bottles and Cans • Small Format (12oz) • Pro’s • Con’s • Large Format (22oz and 750 ml) • Pro’s • Con’s

11. Where do I start with this crazy craft beer thing? • What gives with all these styles and ABV’s • IPA’s, Pales, Amber’s Seasonal, Lagers, Wheat’s • Why care about ABV? • What’s working? • How do I tell them I have craft beer? • Point of Sale Support • Glassware • Signage • Menu’s

12. Pairing Beer and Food • Choosing craft beer pairings that enhance one another requires attention to the dominant taste and flavor elements in each. When approaching pairing, success is often found by identifying the characteristics (taste elements, flavors, intensity and sensations) of the craft beer you plan to pair with.

13. Pairing Beer and Food

14. Pairing Beer and Food • The dominant craft beer taste elements will contrast against the food’s taste elements, so that the beer and food flavors shine. • Sweet calms sweet - (allowing other flavors rise to the surface). Examples: peas and carrots; milk and cookies; stout and vanilla ice cream floats. • Acidic calms salt – (acid cuts the salt and balances flavor to create a “cleanness”). Examples: ceviche and tortilla chips; tomatoes and mozzarella cheese; pickles and a corned beef sandwich. • Bitter calms sweet – (allowing other flavors rise to the surface). Example: the sweet of malted barley is calmed and balanced by the bitterness of hop alpha acids. Think: An India pale ale’s bitterness calms the sweetness of the icing on a carrot cake. • Umami complements umami. Examples: mushrooms on fettuccine alfredo; parmesan cheese on spaghetti and meatballs; an aged old ale and holiday fruitcake.

15. Pairing Beer and Food

16. Beer and Food • Look for flavor bridges, where the flavors of craft beer can bridge to the flavors in a food dish • This list represents a tiny sampling of common flavor groups, offering a suggested pairing to help make the connections. • Group: Rosemary, juniper, pine, spruce
Pairing: American pale ale and rosemary-dusted creamed chicken • Group: Brown sugar, butter, caramel, maple syrup, vanilla, coconut, toffee
Pairing: English-style barley wine and blonde brownie with butterscotch sauce • Group: Mint, dill, basil, endive, coriander, fennel, parsley, lemongrass, bay leaves, oregano
Pairing: Belgian-style saison and white fish with lemon and dill • Group: Cinnamon, cumin, pepper, cardamom, ginger, clove
Pairing: Ginger porter with Moroccan clove and ginger beef shish kebabs • Group: Date, fig, raisin
Pairing: Belgian-style strong dark ale and bacon wrapped dates • Group: Pineapple, tangerine, clementine
Pairing: American-style India pale ale and orange chicken stir fry • Group: Chocolate, truffle, cocoa powder
Pairing: Milk stout and double chocolate cake • Match strength with strength. Craft beer and food pairings are most successful when the intensity of the beer matches that of the dish. You don’t want the craft beer to outweigh the food and vice versa.

17. Beer and Food Centric Programs • Pairings • Simple • Spring Board • Swan Dive • Beer in food • Doing your own thing • Breweries doing their thing: • Cheeses • Brats • Soups • Condiments • Breads

18. Beer and Food Centric Programs. • Beer Dinners (In no order) • Style • Themed (Tapas, Samplings) • Chef’s Choice • Progressive • Brewery • Farm to table-Seasonality • Collaborations • Family Style-Blind Tasting • Breakfast, Lunch, Dinner, Desert • Social Media Dinners • AV Media Dinner • Wine vs. Beer Dinners

19. Beer Promotions. • Why Promotions • Ideas (In No Order) • Breweries • Style • States • Glassware • Beer Dinners • Beer Weeks • Tools of the trade (Randall’s, Mini Randall’s) • Collaborations • Music • Interactive • Flights

20. The next level of Beer “o” logy • Vintage • The Art of buying old beer and serving it. • Aging • Stashing your stash. • Blending • Mixing different beers to make new flavors. • Mixing • Craft spirits and craft beer.

21. Questions? • Many thanks for your time and energy! • Cheers • Adam, Zach and Senovia