You Choose It...Samuel Adams(R) Will Brew It!; ''Beer Lover's Choice(TM)'' Returns, Rallying Beer Enthusiasts to Choose the Next Addition to the Samuel Adams(R) Brewmaster's Collection.

BOSTON -- This month, beer enthusiasts have the chance to do what many of them dream of...taste and cast their votes for great craft beer. Two distinctive, full-flavored styles of craft beer will be sampled nationwide as part of the Samuel Adams "Beer Lover's Choice" program, and beer lovers across the country can stop by their local bars to taste and vote on the two brews.

First on the ballot is Honey Porter, a retired favorite in the Samuel Adams family of beers, first brewed in 1994, and brought back because of the many requests from beer enthusiasts. The other beer in the competition is Smoked Lager. Smoked beers are relatively rare in the U.S., and the Samuel Adams brewers are eager to present this style to American beer lovers.

The brew that receives the most votes will become part of the Samuel Adams Brewmaster's Collection beginning in January 2007. This mixed 12-pack features a variety of Samuel Adams favorites. As an independent craft brewery, Samuel Adams brewers are able to express their passion by brewing distinctive and full-flavored beers that are complex and robust. Because of this commitment to flavor and quality, all Samuel Adams brews are award-winning, including those in the Brewmaster's Collection. Through the "Beer Lover's Choice" program, drinkers may be selecting the next award-winning beer in the Samuel Adams family.

As the fastest growing segment in the alcoholic beverage category, the craft beer industry has experienced steady growth in recent years, proving that beer drinkers have come to appreciate the interesting, full-flavored beers being brewed by Samuel Adams and other craft brewers across the country.

"With the variety of high-quality, interesting craft beers being offered today, American beer drinkers have developed more discerning palates," says Jim Koch, founder and brewer of Samuel Adams beers. "Our annual 'Beer Lover's Choice' program gives these beer enthusiasts the opportunity to voice their opinions. We're proud of both of these brews and eager to see which style is chosen as the favorite."

The Samuel Adams(R) Honey Porter is a full-flavored, full-bodied English porter with a substantial roasted malt character offering a smooth, sweet finish. This beer is brewed with traditional English Ale hops and is dry-hopped with English Goldings, known for their spicy aroma and distinctive, earthy flavor. The Honey Porter is sweetened with Scottish heather honey, which balances the spiciness of the hops. This brew is the perfect complement to glazed ham, spicy chili and roast vegetables, such as beets and carrots that bring out the herbal notes found in the hops and the sweetness in the honey. Samuel Adams Honey Porter also pairs well with rich desserts such as baklava and molasses cookies.

This brew has already achieved acclaim from industry experts, with awards such as a gold medal at the 2003 Australian International Beer Awards and a gold medal at the Monde Selection in 2002. Now consumers have a chance to award the brew a spot in the Samuel Adams Brewmaster's Collection.

The Samuel Adams(R) Smoked Lager is a Southern German "rauchbier," a historic style of beer dating back to the 1500's. The Smoked Lager is a full-flavored, traditional Bamberg style, using smoked malt from Bavaria. The smoky aroma of this brew is balanced by sweet caramel notes, giving it a unique character, with flavors reminiscent of ham or bacon. The beer pairs nicely with many grilled foods like beef or salmon, and barbecued favorites such as pulled pork or smoked chicken. This complex brew is a great accompaniment to grilled fruits such as pineapple, banana and mango. The heat caramelizes the fruit and the smoky flavor matches the smokiness of the beer perfectly. While this beer will be new to drinkers, it has already become a favorite among the brewers at Samuel Adams and they are confident it will be strong competition for the Honey Porter.

Drinkers will have a chance to taste the two new beers and cast their vote during August and September at tasting events in local bars held in select cities nationwide. By going to www.samueladams.com, consumers will be able to see where and when tasting events will take place in their area. In addition, the Web site will feature tasting notes for both styles of beer.

The 12-pack Brewmaster's Collection is available nationwide yearlong, with a suggested retail price of $12.99-$13.99.

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.

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