Distributor Partners:
We will be aligning some of our product pricing effective February 5, 2018.  The purpose of this pricing alignment is to provide us the opportunity to have our products included in more chain feature ad activity.  Our expectation is that this new pricing will be reflected in your price to retail by March 5, 2018.  This will provide you an entire month to deplete your warehouse inventory purchased at the previous price.

The changes will be as follows:

Green Flash 


There will be no other pricing adjustments at this time. 
Please contact our national account team to assist in chain programming and ad planning.
Rick Laxague: | Cell: 858-790-4590 | National Account Director
Adam Cox: | Cell:  614-264-0544 | Lake & Northeast Region
Eric Wiegand: | Cell:  817-504-6247 | Texas & Southeast Region
Jordan Arndt: | Cell:  916-539-0946 | West Region
Thank you for your partnership.
Jim Kenny

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2017 Distributor Meetings

I hope all of you are as charged up for 2018 as I am. I thought splitting the meetings went well, and want to thank all of our committed partners who made the trip. Your participation is appreciated and valuable to our plans moving forward.

For you who couldn’t make the trip, please review the link here to view the information passed on at the meeting. Your RSM / DM will be reaching out to you to answer any questions.

Distributors of the Year

Mountain Region Distributor of the Year,
Elite Brands

International Distributor of the Year,  
Global Craft Trading, Inc.

No. Cal/Southwest Region Distributor of the Year,
DBI Beverage Sacramento

Southern California Region Distributor of the Year,
Unique Craft Solutions

North Eastern Region Distributor of the Year,
Origlio Beverage

Lakes Region Distributor of the Year,
O & W Inc

South Eastern Region Distributor of the Year,
City Beverage Company

South Central Region Distributor of the Year,
Ben E Keith

Welcome Our Newest Road Warriors!

As mentioned, we are adding to our sales force and have plans to continue doing so in 2018. I want to introduce you to our newest Road Warriors.

Dustin Michaels - Pittsburg/West New York

Tim Seaman - Nashville

Nicole Mitchell - Arkansas, Oklahoma, Kansas


Let’s assemble an aggressive plan for Remix IPA to have a successful launch. This is a badass IPA at a more than reasonable price. Draft will hit your warehouses at the beginning of December, and it is priced in-line with GFB Blonde Ale. We will back up the draft with our package launch in January.

In addition, we are creating a boat-load of support materials that are on the portal and ready for purchase or download.

Remix merch is featured above. From left to right: Vinyl record tin tacker, Remix tee (front/back), flat bill hat, beanie, remix sweatshirt (front/back), pint glass, bottle opener.

All available from Boelter.


As I stated in the meetings and in our sidebar conversations, Soul Style IPA needs your focused attention. There is a direct line between volume and loss of distribution. Many of you agree, it is a focus issue due to either new brands, Alpine, or rotation nation. Please focus your teams and let’s get the distribution back. We have fantastic marketing and support materials and the juice is amazing. I appreciate your efforts.

Green Flash Marketing

West + Winter Text to Win

In addition to the West Coast IPA trimester programming ‘We Own It’ Campaign, we also have a National Text to Win Promo currently in market. This is approved to use in all 50 states, and runs from 10/15/17 through 1/15/18.

  • First place prize is 4 lift tickets to the mountain resort of their choice
  • Second place prize is a Green Flash branded snowboard
  • Third place prize is a Green Flash branded beanie + stadium scarf
Artwork for this promo can be downloaded on the distributor portal, OR FREE printed 11x17” easel-back displays can be ordered from Boelter; you will just need to cover shipping & handling charges. This promo is perfect to leverage excitement about winter sports season approaching, and to secure additional West Coast IPA floor displays.

Trimester Programming

As a reminder, the West Coast Trimester Programming is in full swing, download ‘We Own It’ off-premise in-store assets from the distributor portal AND order on-premise ‘We Own It’ event giveaways from the Boelter website. We want to see 100% compliance of this programming across country, it will drive sell-thru for West Coast IPA and help all of us win at retail for Q4.


Green Flash – National Chain Update

The national accounts team has already conducted some key Spring 2018 meetings. Our focus is on our core portfolio. We now have the assortment by style and by package to secure 3-5 POD. Canned beer is still the brightest vessel for retail chains and is what they are looking to increase in 2018. Ads and programing have definitely changed. Today, we see craft 6pks bundled with import 12pks and/or with premium light 12pks. We plan to invest more into the national account division in 2018 to help support ads, program such as text to win and retail demo support. Our portfolio of brands is still new to retail and that is a benefit. Our best feature is the liquid with the awards and ratings our beers have received.

We are seeing some great results from our most recent additions to the Alpine Beer Co. portfolio. Willy and Truck Trail cans are doing well where we have launched them. They also are the perfect packages to round out your Alpine full shelf.
Nelson Sightings

As stated in the meeting, come Q2 Nelson will be offered as a full-time beer available in 6-packs and draft. With our new hop contract, we will be able to offer Nelson at West Coast IPA pricing.

At the risk of sounding cocky, this is a gift. So, what are we going to do with it? My team will reach out to yours to put a solid launch plan in place. This is one of the few beers out there to get a 100 rating on Rate Beer and Beer Advocate.

Alpine – Marketing 

NEW Alpine POS
You asked for it, and now it’s in production. A new Alpine lit sign is coming your way!

In the News

USA Today featured Pure Hoppiness on 9/22/17 as one of the upcoming Fall seasonal beers to look for. With a circulation of over 36 Million (including regional syndication), it was a nice hit to get craft consumers excited:
National Accounts: Alpine

During the distributor meetings on both coasts, “communication” was referenced as a major opportunity for 2018. Please ask that your retail chain and c-store segment teams reach out to us so we can sell more beer in 2018.

Alpine Beer Co. has had a fantastic year in SoCal Grocery. We plan to build on this momentum and present Alpine to many new retailers. In 2018, we’ll have five packaged offerings from Alpine. The three bottled Alpine beers (Nelson, Windows Up, and Duet) feature our awesome hop-forward flavor and at a national average of $12.99 per 6pk is just what retailers want. The canned beer offerings (Truck Trail and Willy) from Alpine are the ideal package for the outdoorsy type. Pack it in, and pack it out. These two brands will also be great for Spring and Summer at hotels and resorts.

Kenny’s Final Thoughts

2017 has been a tough year. We pulled a number of items from our portfolio in 2016, a large number of local breweries popped up in every town USA, and we struggled to keep some of your attention with all the new toys and acquisitions that went down.

We expect some big hurdles in Q4 with the cycling of the anniversary beers from 2016. Last year, our Trader Joe’s, Yard House, and BJ’s beers were all big hits. We need to plan against them to finish the year strong.

2018 is set up for success. We streamlined our portfolio, added in a couple of powerhouse brands (Remix and Nelson), and I will be adding support in key markets that have been behind the brand. We can have the best plan in the world but it doesn’t mean anything unless we have the execution and focus from you. Let’s get ahead of it and have a kick ass Q4 and 2018.



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2017 Distributor Meeting Presentation

Download presentation here.

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Find us in Denver at GABF

We look forward to catching up with you in Denver over a beer at GABF! You can find Green Flash at booth M17 and look for Alpine at booth G7. Please join us for a pint around town at one of our many events. Following is a list of where we will be and when:
  • Tuesday, October 3rd | 5pm-8pm | To The Wind Bistro | 333 E Colfax Ave. Denver, CO 80206 | West Coast IPA pairing dinner, call for tickets 303-316-3333
  • Wednesday, October 4th | 5pm-9pm | Fire on the Mountain | 3801 W 32nd Ave Denver, CO 80211 | Treasure Chest Tapping
  • Thursday, October 5th | 9:30pm and 10:30pm | Falling Rock Tap House | 1919 Blake St. Denver CO 80202 | Green Flash on the patio, followed by Alpine on the patio
  • Friday, October 6th | 9pm | Public School 303 | 1959 16th St Denver CA 80202 | Co-op event with Telluride Brewing
  • Saturday, October 7th | 4pm | Freshcraft | 1530 Blake St a, Denver, CO 80202 | Co-op event with TRVE Brewing

Jim Kenny

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  • Q3 Push 
  • Costco
  • Limited Release Drafts
  • Annual Distributor Meeting 
  • Congratulations
  • National Accounts
  • Marketing Update

September 2017 Newsletter

Our thoughts are with our team members, distributors, partners, and friends impacted by Hurricanes Harvey and Irma. We are rooting for you and know you will come out strong.

Q3 Push to a Strong Finish
I can’t believe Q3 is almost over. Throughout this year, we’ve had to endure a lot of cycling and have all fought hard. Keep up the fight, as this quarter is looking to be on target.

We are continuing to focus on core brands, which are the backbone of our company. West Coast IPA, Soul Style IPA, GFB Blonde Ale from Green Flash along with Duet and Windows Up from Alpine. In this newsletter, Dawn Villela will outline our Fall marketing initiative. I think you will agree that our team has nailed the messaging here, firmly placing our flag in the ground as the benchmark brewery we are.

We ask that you continue to push on GFB. This brand is continuing to pick up steam, and your team's attention is crucial to its sustained growth. The GFB 6-packs of 12oz bottles need to be in every independent account that sells craft beer. The 19.2oz single-serve can is a door-opener to the c-store segment. Help us help you Wherever you have influence, please pitch this package. 7-Eleven, Race Trac, Chevron, Valero, etc. Your success will give our National Accounts Team added ammo.

We have had some good success with Costco. If your local Costco sells craft, we want in. We have GFB and Soul Style available in a 24-bottle loose pack right now. Please contact Rick Laxague or myself for pricing details in your region.

In addition to the loose packs, our frontline 22oz. and Cellar 3 750ml bottles have also done extremely well. We have gained distribution by offering them at everyday pricing.

Limited Release Drafts
We have a number of special beers coming out of the tanks. Please speak with your Regional Sales Manager or District Sales Manager for more information about availability and pricing. Attached are the sell sheets for each brand.

  • Green Flash Hop Head Red
  • Green Flash Treasure Chest (National Program)
  • Green Flash Hard Count IPA
  • Alpine HFS
  • Alpine Nelson
Annual Distributor Meeting

Just a reminder that our annual distributor meeting is split between West and East coast regions. The San Diego meeting will take place on Thursday October 19th, and the Virginia Beach meeting is on Thursday, October 26th.  Please RSVP by 09.15.17.
You can join us at either meeting, they are being held separately to make it easier for you to attend. We ask that at minimum your Craft Brand Manager is in attendance.

We are going to start at 10am, and should have beers in hand by 3pm. However, if history repeats itself, Mike Hinkley will have beers in your hand by 11am.

I want to congratulate a few of my team members on being promoted due to their extremely hard work and dedication to Green Flash.

Erik Jensen – our world-famous Brewmaster has been promoted to Vice President of Brewing Operations.
Dawn Villela – has been promoted from Director of Marketing to Vice President of Marketing.
Dave Adams – has been promoted from Director of Retail Operations to Vice President of Retail Operations. Dave still oversees our Beer Education Program as well.

National Accounts
On-Premise: We have developed programing to kick off OND and wrap up 2017.

  • Growler USA – 6-week program featuring Treasure Chest 2017, West Coast IPA, and Sea to Sea Lager. This is a great new partner for us.
  • Yard House – Treasure Chest 2017 will be featured as the October chalkboard beer, and Pure Hoppiness will be the November chalkboard beer.
  • BJ’s Brewhouse – New 2018 menu mandates were released in October as we grow our distribution with them. They will feature Alpine Pure Hoppiness 12oz bottles in their December “seasonal” beer dinner series
  • We have pre-orders for Alpine Pure Hoppiness kegs & bottles from the following chains: Yard House, BJ’s Brewhouse, Growler USA, Flying Saucer, Eureka! Burger, Pies & Pints, Hop Cat, Stout Burger
  • Public School – We just received a national mandate featuring GFB Blonde Ale on tap!
  • 2018 meetings are taking place now!
  • HEB – We received mandate of GFB 19.2oz single-serve cans for Fall 2017
  • Vons/Albertsons SoCal - Great growth in their spring 2017 sets just finishing up. Look for programing in November & December
  • Rite Aid SoCal - West Coast IPA 6-packs will be added for fall 2017 in 89 stores. This marks our first foot into the drug store channel.
  • Safeway NorCal – Alpine Duet 6-packs were added for the fall 2017 sets
  • Binny’s in Chicago - Great product launch with GFB 19.2oz single-serve cans
 Military: NexCom – Navy Exchange
  • We will be launching some market-specific programing to support our troops
  • We are seeking your assistance on a price promotion. Please look for specific communication from your RSM and Adam Cox from the National Accounts team!

Distributor Highlight: Breakthru Beverage Nevada
Thank you to Deacon and the team in Las Vegas for setting time aside for our team. Jordan Arndt, our West Coast National Accounts Manager, spent three days in the trade and secured close to 200 new mandates, displays, and ad programing.

This is evidence that if we work together and dedicate time in the market, we can GSD! Please reach out to Rick Laxague to help put together an action plan to sell beer.

Fall Trimester Programming - We Own It
Now that the days of summer are behind us, we are shifting our trimester focus from Soul Style IPA to West Coast IPA, and rolling out a new campaign: We Own It:

“West Coast IPA” is one of the top 5 most influential beer marketing buzzword/terms that influences purchasing decisions according to Nielsen research. It is one of the most well-known and recognizable styles, yet Green Flash is the only company with the trademark. Our West Coast IPA has been considered the original since 2004. We wanted to come out with a bold statement to:
  • Remind craft beer enthusiasts that we are the OG and entice them to rediscover a classic
  • Encourage craft beer newcomers to try the benchmark standard by which all others are measured
 All of the same graphic assets/sizes that were available on the distributor portal to support the Waves of Hops campaign are already on the portal for We Own It, please go in and download what your accounts will need, and make a plan with your reps to get this campaign out in market from Sept. 15th - Jan. 15th.


We are also supporting this campaign with 2 turnkey themes for on-premise events:
  • Green Flash Tailgate Party
  • Green Flash Winter Games

Informational ‘how-to’s’ for both events will be up on the portal by 9/15, and physical giveaway items to support the events will also be available to order on the Boelter website by 9/15
As a reminder, Waves of Hops campaign assets will remain available for distributors in coastal communities both on the distributor portal and the Boelter website.

Alpine Website
We are excited to announce the revamped Alpine website is finally LIVE! Consumers can now get current information about year-round beers, special releases, use functions like event finder, beer locator, learn about Alpine’s history, and so much more. The website is responsive, so it automatically adjusts to your device, whether you are viewing on a laptop, a tablet, or a mobile device. Please check it out when you get a chance at


Look forward to seeing all of you at the upcoming distributor meetings!

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