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09.2014

Massachusetts Beverage Business

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Dos Equis Most Interesting Masquerade Program

added: August 13, 2014

Dos Equis unmasked the details of its most interesting Masquerade program set to hit retail and on-premise accounts from September 15th through October 31st. This year’s program elements are designed to rally consumers to make the most of their Halloween celebrations by inviting them to enter the Dos Equis Masquerade sweepstakes for the chance to win a trip to the brand’s ultimate Masquerade extravaganza in New Orleans. “Halloween continues to grow in popularity and is [...] READ MORE »

Reformulated Heineken Light Introduces New Campaign & Packaging

added: July 22, 2014

To promote its newly reformulated Heineken Light, Heineken USA has launched the “Best Tasting Light” campaign featuring three-time Emmy award winner and Tony award winner and host, Neil Patrick Harris. The Heineken Light recipe still contains just 99 calories but now features the addition of cascade hops, commonly used in IPAs to create a fuller flavor, crisper aftertaste and a clean finish. Industry research revealed that 40% of 21-27 years olds prefer a fuller flavored [...] READ MORE »


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Session Beer

Article by: Andy Crouch - AMERICANS DO NOT have much experience in consciously limiting their alcohol intake.  Out history has been punctuated with periods of government enforced moderation or prohibition and our doctors have informed us of the health benefits surrounding limited alcohol consumption.  But as a drinking populace, we have not yet embraced the concept of session drinking, or purposely selecting lower alcohol products in order to sustain a lengthier drinking session.  We’ve just generally viewed alcohol as a [...] Read More »

ENDANGERED COCKTAIL OF THE MONTH: THE CHAMPS-ÉLYSÉES

Article by: Pink Ladu - COGNAC MAKES A RICH and elegant base for many fine forgotten cocktails. One that popped up on bar menus not too long after the cocktail renaissance caught on is the Champs-Élysées, a drink as elegant as the wide boulevard that is its namesake.  The Champs-Élysées first appeared in print in the 193O edition of Harry Craddock’s cocktail tome, The Savoy Cocktail Book. It features not one but two French tipples, cognac and the mysterious herbal [...] Read More »

MULL THIS OVER

Article by: Harvey Finkel - ACIDITY MAY BE the least appreciated essential element of wine, yet we are losing it.  Acidity gives balance, liveliness, some of the elegance of wine, and helps to preserve its integrity while aging.  Insufficient acidity equals boring, flabby, heavy wine that may reach senility before maturing.  Progressively rising global temperatures are already reducing grape acidity, chiefly tartaric acid.  Our vinous world is undergoing a tectonic shift.It’s not only acidity.  Warming may have led [...] Read More »

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