As drinkers lean into seasonal traditions, Sam Adams’ latest survey reveals the unexpected moments that make Summer Ale the ultimate cold beer for warm weather
Samuel Adams, one of the originators of the craft beer movement, releases the Sam Adams Summer Ale Census, providing a unique look at how beer drinkers enjoy drinking a brew during the summer season.
According to the Sam Adams Summer Ale Census, 90% of drinkers enjoy beer more frequently in the Summer, and July is the undisputed champ of beer season—nearly half say it’s the top month to crack open a cold one. With the majority agreeing that a cold brew is essential or very important to maximize summer enjoyment, it’s clear: no summer is complete without one in hand.1
“Summer’s full of surprise adventures and fun moments – big and small – and nothing pairs better with these occasions than an ice-cold Sam Adams Summer Ale,” said Lauren True, head of brand at Samuel Adams. “The Summer Ale Census highlights the many ways drinkers are soaking it all in and proves that Summer Ale is perfect for each moment —just like we brewed it to be.”
Key Census Findings:
The #1 summer combo – backyard BBQs and beer. Whether it’s burgers (63%), BBQ chicken or ribs (57%), or hot dogs (48%), drinkers firmly believe that nothing pairs better with sunshine than beer and firing up the grill.1
It’s beer o’clock somewhere – and for many, it starts before happy hour. A majority of weekend drinkers are ready to sip before sunset, with 24% starting between noon and 2 p.m. and 33% between 2 p.m. and 5 p.m.1
Lawn mowed? Beer earned. For over half of drinkers, household chores like mowing the lawn is reason enough to crack a cold one.1
Who's your beer bud? 1 in 3 said their partner is their go-to drinking mate, while another third pledged loyalty to their best buds. Love or friendship, either way, the summer beer is flowing.1
Nearly 1 in 3 beer drinkers reach for something crisp and clean in summer. But let’s not forget, it’s called sweet summertime for a reason. Fruity, tropical, and citrusy brews are popular with drinkers, too.1
The Samuel Adams Beers of Summer Variety Pack unites four refreshing brews crafted for peak summer vibes: the iconic citrus Summer Ale, zesty Porch Rocker, easy-drinking American Light, and the new, pack-exclusive Blueberry Lager. These limited-edition 12 and 24-packs are the all-in-one summer sidekick—perfect for BBQs, beach days, and everything in between. Available nationwide through July—because Summer Starts with Sam.
For more information on the Beers of Summer Variety Pack, visit SamuelAdams.com.
1 Powered by Harris QuestDIY, Sam Adams surveyed 2,094 individuals, aged 25-55 between June 11-12, 2025. Weighting was applied to the total sample by age, gender and region in accordance with the current U.S. Census.
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