PRESS RELEASE / July 23, 2026 (Boston, MA) – 49% of Americans are trying to drink less alcohol,¹ and knowing that Samuel Adams’ Octoberfest is the #1 fall seasonal beer² the brand knew that they couldn’t let down their fans.
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Style: Märzen-style
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Aroma: Complex caramel and roasty malt
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Taste: Smooth with a deep malt complexity, roasty sweetness, and light hop character
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Mouthfeel: Medium-bodied
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Finish: Smooth and sweet
Samuel Adams is a leading independent, American craft brewer that helped to launch the craft beer revolution. The brewery began in 1984 when Founder and Brewer Jim Koch used a generations-old family recipe to brew beer in his kitchen. Inspired and unafraid to challenge conventional thinking about beer, Jim brought the recipe to life with hopes drinkers would appreciate the complex, full-flavor and started sampling the beer in Boston. He named the flagship brew Samuel Adams Boston Lager in recognition of one of our nation’s founding fathers, a revolutionary man of independent and pioneering spirit. Today, Samuel Adams is one of the world’s most awarded breweries and remains focused on crafting the highest quality beers through innovation and experimentation in the relentless pursuit of better. Samuel Adams remains dedicated to elevating and growing the American craft beer industry overall, including providing education and support for entrepreneurs and fellow brewers through its philanthropic program, Brewing the American Dream, which helps others pursue their American Dream. For more information, visit www.SamuelAdams.com or follow @SamuelAdamsBeer
