The brewer is celebrating the return of Octoberfest and debut of Non-Alcoholic Octoberfest and Apple Spice Ale
- Samuel Adams introduces the Front Yard Beer Hall, a life-size, inflatable beer hall that puts a twist on tradition and brings the energy of Munich’s Oktoberfest to drinkers’ yards.
- Starting September 1, the Front Yard Beer Hall is available on samueladams.com/beerhall, while supplies last, or via sweepstakes by visiting samueladams.com/beerhall to enter for a chance to win.
- One lucky sweepstakes grand prize winner will even receive the ultimate Front Yard Beer Hall – an oversized version complete with an inflatable bar and furniture, as well as Octoberfest merch.
- Octoberfest – the #1 best-selling fall seasonal1– hits shelves along with a new Non-Alcoholic Octoberfest that offers the same iconic taste as the original.
- The limited-edition Fall Legends Variety Pack debuts, featuring: Octoberfest, Jack-O, Harvest Helles and new Apple Spice Ale.
Samuel Adams, the brewer of Octoberfest, #1 best-selling fall seasonal for 30+ years, is bringing the iconic Oktoberfest festival experience to consumers at home with a life-size, inflatable Front Yard Beer Hall.
As over-the-top lawn decorations get more popular each year, Sam Adams is taking the tradition a step further. This front yard inflatable isn’t just for display – you can hang out in it too! Available for purchase now on the Sam Adams website, the Front Yard Beer Hall makes it easy for drinkers and their friends to gather for all the season’s festivities like at home Oktoberfest celebrations, BBQs, tailgates and more. Best enjoyed with Sam Adams Octoberfest (the original or non-alcoholic version) and all the brews in the brand’s Fall Legends Variety Pack, of course.
Two Ways to Get a Front Yard Beer Hall
Starting September 1, drinkers can get their Front Yard Beer Hall by either:
- Purchasing the standard version (10’ X 13’), on samueladams.com/beerhall for $199, while supplies last.
- Entering for a chance to win via a sweepstakes by visiting samueladams.com/beerhall, which runs until 9/15/26. A grand prize winner will get the ultimate Front Yard Beer Hall experience complete with an extra special oversized version of the inflatable beer hall (15’ X 20’), plus an inflatable bar counter and furniture, as well as Octoberfest ceramic steins, hats, t-shirts and can coolers.*
“Fans wait all year for the return of Samuel Adams Octoberfest as a signal that fall has arrived,” said Jon London, senior director, head of beer, Boston Beer Company. “This year, we're taking that experience to another level! From our iconic seasonal brews to Front Yard Beer Halls inspired by Oktoberfest, we're helping fans turn their own yards into the ultimate destination for fall gatherings.”
A Legendary Fall Line-Up
Sam Adams knows what makes a seasonal legendary. That’s why the brand is bringing back Octoberfest alongside three other brews in a limited-edition Fall Legends Variety Pack. Each beer brings its own distinct character and flavor, “spicing up” the season.
- Octoberfest (5.3% ABV)
- The legendary lager returns! The #1 best-selling fall seasonal for 30+ years is a hearty, smooth Märzen with complex caramel and roasty malt notes, and a deep amber hue. A true fall legend worth celebrating.
- NEW Apple Spice Ale (5.0% ABV)
- Sam Adams’ new offering, exclusive to the Fall Legends Variety Pack, is a fruited ale with subtle sweetness. Brewed with seasonal spices like cinnamon, marjoram, cozy gingersnap and other natural flavors and every sip feels like biting into a freshly picked apple.
- Samuel Adams Jack-O (4.4% ABV)
- This refreshing ale blends real pumpkin with seasonal spices like cinnamon and nutmeg, all balanced by a subtle hint of fresh citrus. No wonder it’s America’s #1 pumpkin beer.
- Harvest Helles (5.4% ABV)
- This is a crisp, easy-drinking lager, exclusive to the Fall Legends Variety Pack, that features bright notes of citrus, stone fruit and cereal with light to medium body.
Availability & Pricing: 12-pack (SRP: $15.99-$17.99) | 24-pack (SRP: $27.99-$29.99). Available now at major U.S. retailers.
Celebrate Oktoberfest, the Non-Alc Way
For the first time, Sam Adams has brewed Non-Alcoholic Octoberfest. Expect the iconic smooth, bold taste and rich caramel malt flavor from the original, just with no alcohol (contains less than 0.5% ALC./VOL). Same legendary taste. New way to celebrate. Non-Alc Octoberfest joins Non-Alcoholic Hazy IPA in Sam Adams’ non-alcoholic offerings.
Availability & Pricing: 6-pack (SRP: $10.99-$11.99. Available now at major U.S. retailers.
Find a Sam Near You
Don’t wait too long – Sam Adams’ fall lineup is out now, for a limited time. To find a Sam near you, visit samueladams.com/find-a-sam. For more information, visit SamuelAdams.com or follow @SamuelAdamsBeer.
[1]Nielsen, Total US x AOC+Liquor+Conv 8/16/25 thru 11/1/25
* NO PURCHASE NECESSARY. 21+ ONLY. VOID WHERE PROHIBITED. ALCOHOL IS NOT A PART OF THE PRIZE. OPEN ONLY TO RESIDENTS OF THE UNITED STATES AND THE DISTRICT OF COLUMBIA (EXCLUDING ALASKA, HAWAII, MARYLAND, MAINE, S. DAKOTA, UTAH, ALABAMA, and RHODE ISLAND). FOR OFFICIAL RULES SEE samueladams.com/beerhall.
