Break Out the Beer Steins and Toast with Samuel Adams(R) OctoberFest; The World's Best-Selling Oktoberfest Beer.

BOSTON -- Samuel Adams is brewing up their distinctive autumn seasonal craft beer, Samuel Adams OctoberFest, in honor of the most popular beer-drinking festival of the same name taking place worldwide through September and October. The yearly Oktoberfest tradition began in Munich, Germany, in 1810 and has become the biggest public festival in the world with approximately six million people attending who will consume over 1.5 million gallons of beer. Today, there are over 200 Oktoberfest celebrations expected to take place in the U.S. alone.

Samuel Adams founder and brewer Jim Koch, comes from a long line of German brewers, so it's no surprise Samuel Adams has the most popular style of Oktoberfest. In 2005 Samuel Adams OctoberFest won a Gold Medal at the Euro Beer Star Awards in Germany. In addition, Samuel Adams adheres to the strict Reinheitsgebot, a German Beer Purity Law which requires beer only contain the four classic ingredients: malt, hops, water, and yeast.

"German Oktoberfest beers have long been considered the world standard for this style, and many of them are certainly great beers," said Jim Koch, "but drinkers have discovered that Samuel Adams and other American craft brewers now make Oktoberfest beers that stand alongside some of the world's best."

The first thing you notice when pouring a glass of this seasonal craft beer is the color. Samuel Adams OctoberFest, one of over 18 different styles of Samuel Adams(R) beers, has a, rich, deep, golden amber hue which itself is reflective of the season. The brew is a malt-lover's dream, masterfully blending together five roasts of barley to create a delicious harmony of sweet flavors including caramel and toffee. The beer's elegant bitterness imparted by the German Noble hops, keeps it from becoming overly sweet. Samuel Adams OctoberFest easily complements spaetzle and sausage, hearty traditional Oktoberfest foods, and even fare such as meatloaf, barbeque chicken, and smoked fish.

In addition, many beer enthusiasts do not realize that Oktoberfest is rich in history. The original festivities were held on October 12, 1810, to celebrate the marriage of the Crown Prince of Bavaria to Therese of Saxony-Hildburghausen. In an unprecedented event, the prince invited commoners to join the revelry, commencing a yearly tradition celebrating beer and food.

Samuel Adams OctoberFest is available now through October in retail stores and in bars, while supplies last. It has a suggested retail price of $6.99-$7.99 per six-pack and $12.99-$13.99 per 12-pack.

THE BOSTON BEER COMPANY BACKGROUND

The Boston Beer Company is America's leading brewer of handcrafted, full-flavored beer. Founder and brewer Jim Koch brews Samuel Adams(R) beers using the time-honored, traditional four-vessel brewing process and the world's finest, all-natural ingredients. With over 18 distinctive, award-winning styles of beer, Samuel Adams offers discerning beer drinkers a variety of brews. The brewery has won more awards in international beer-tasting competitions in the last five years than any other brewery in the world. Samuel Adams is an independent brewery and has half a percent of the domestic beer market. The company's flagship brand, Samuel Adams Boston Lager(R), is brewed using the same recipe and processes that Jim Koch's great great grandfather used in the mid-1800s. The result is a beer renowned by drinkers for its full flavor, balance, complexity and consistent quality. For more information, visit www.samueladams.com.