The Tasting Panel magazine

JULY 2012

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INDUSTRY SPOTLIGHT Honest! N ewcastle, the leading imported ale in the U.S., continues its "No Bollocks Guarantee" summer retail program, inviting adult consumers to try out Newcastle with a promise that they will either like it or they won't, guaranteed. "While we are confi dent that we have an exceptional product in Newcastle Brown Ale, we know that we cannot guarantee that everyone who tries our beer will like it. We can, however, guarantee that everyone who tries it will either like it or they won't," said Charles Van Es, Brand Director for Newcastle, Heineken USA. "With our No Bollocks Guarantee, we are offering patrons who try Newcastle their choice of a Newcastle Geordie Schooner pint glass or $2 just for uploading a picture and completing a short survey to tell us what they think of Newcastle." Custom designed No Bollocks Guarantee POS including cooler decals, pole toppers and tuck cards, in the brand's irreverent, tongue- in-cheek style, will create awareness, engage shoppers and bring the program to life in store through September 2012. Half & Half Full: Coff ee and Wine Bar Combo S ean and Christy Pomeroy are software entrepreneurs who have made millions developing global solutions for human resources executives. Although Sean continues to run Visibility Software LLC, the couple is putting their latest efforts into starting a coffee-and- wine bar that leans more vino than java. Starting in Newberry, South Carolina, where costs are relatively low, the couple's Half Full is off to a fi ne start with ambitious plans to grow. Sean and Christy Pomeroy opened a coff ee and wine bar in Newberry, South Carolina called Half Full. "In the long run we might open a few more," Sean says. "The software world has been great, but at some point you need to try new adventures." Hey, if they can convert corn whiskey–drinking farmers into wine lovers, things are looking Half Full for Sean and Christy. —Fred Minnick 12 / the tasting panel / july 2012 Ed Callison. Danny Wirtz. Wirtz Update T wo of Wirtz Beverage Group's senior executives are taking on new roles. Ed Callison will become Executive Vice President focused on growth and invest- ments, while Danny Wirtz assumes the role of Senior Vice President, overseeing company's corporate team. "We believe technology, training and market intelligence will drive the future," explains Danny Wirtz. "Enhancing and uniting our state operations under a distinct and scal- able model positions us as the right long-term partner." Both men will report directly to Wirtz Beverage Group President Rocky Wirtz. C M Y CM MY CY CMY K

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