Draft Season is Here: Samuel Adams Celebrates Octoberfest and Fantasy Football鈥檚 Return
Samuel Adams (NYSE:SAM) is launching its fall seasonal campaign combining two popular autumn traditions: Octoberfest beer and fantasy football. The company introduced the limited-edition Fall Legends Commissioner's Kit, priced at $25.26, featuring a gavel, commemorative coin, and commissioner's vest.
The campaign features Brian Baumgartner from The Office as brand ambassador. Samuel Adams is also releasing its Fall Legends Variety Pack, featuring four beers including Octoberfest (5.3% ABV), new Harvest Helles (5.4% ABV), Jack-O (4.4% ABV), and Flannel Fest (5.8% ABV). The variety pack will be available nationwide in 12- and 24-pack formats.
Samuel Adams (NYSE:SAM) lancia la sua campagna autunnale che unisce due tradizioni popolari: la birra Octoberfest e il fantasy football. L'azienda ha presentato il kit in edizione limitata Fall Legends Commissioner's Kit, in vendita a $25.26, che include un martelletto, una moneta commemorativa e il gilet del commissioner.
La campagna ha come testimonial Brian Baumgartner di The Office. Samuel Adams presenta inoltre il Fall Legends Variety Pack, con quattro birre: Octoberfest (5,3% ABV), la nuova Harvest Helles (5,4% ABV), Jack-O (4,4% ABV) e Flannel Fest (5,8% ABV). Il variety pack sar脿 disponibile a livello nazionale nei formati da 12 e 24 confezioni.
Samuel Adams (NYSE:SAM) lanza su campa帽a oto帽al que combina dos tradiciones populares: la cerveza Octoberfest y el fantasy football. La compa帽铆a present贸 el kit de edici贸n limitada Fall Legends Commissioner's Kit, por $25.26, que incluye un mazo, una moneda conmemorativa y el chaleco del comisionado.
La campa帽a cuenta con Brian Baumgartner de The Office como embajador de la marca. Samuel Adams tambi茅n lanzar谩 el Fall Legends Variety Pack, con cuatro cervezas: Octoberfest (5.3% ABV), la nueva Harvest Helles (5.4% ABV), Jack-O (4.4% ABV) y Flannel Fest (5.8% ABV). El pack estar谩 disponible a nivel nacional en presentaciones de 12 y 24 unidades.
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鞚措矆 旌犿帢鞚胳棎電� 霌滊澕毵� 'The Office'鞚� Brian Baumgartner臧� 敫岆灉霌� 頇嶋炒雽�靷 彀胳棳頃╇媹雼�. Samuel Adams電� 霕愴暅 Fall Legends Variety Pack鞚� 靹犽炒鞚措姅雿�, Octoberfest(5.3% ABV), 鞁犾牅頀� Harvest Helles(5.4% ABV), Jack-O(4.4% ABV), Flannel Fest(5.8% ABV) 霌� 雱� 臧�歆� 毵レ＜臧� 韽暔霅╇媹雼�. 鞚� 氩勲澕鞚挫柎韹� 韺╈潃 鞝勱淡鞐愳劀 12韺╆臣 24韺� 順曥嫕鞙茧 韺愲Г霅╇媹雼�.
Samuel Adams (NYSE:SAM) lance sa campagne d'automne qui associe deux traditions populaires : la bi猫re Octoberfest et le fantasy football. La soci茅t茅 a pr茅sent茅 le coffret en 茅dition limit茅e Fall Legends Commissioner's Kit, au prix de 25,26 $, comprenant un maillet, une pi猫ce comm茅morative et le gilet du commissaire.
La campagne met en avant Brian Baumgartner (The Office) en tant qu'ambassadeur de la marque. Samuel Adams commercialise 茅galement le Fall Legends Variety Pack, qui contient quatre bi猫res : Octoberfest (5,3 % ABV), la nouvelle Harvest Helles (5,4 % ABV), Jack-O (4,4 % ABV) et Flannel Fest (5,8 % ABV). Le coffret sera disponible 脿 l'茅chelle nationale en formats de 12 et 24 unit茅s.
Samuel Adams (NYSE:SAM) startet seine Herbstkampagne, die zwei beliebte Herbsttraditionen vereint: Octoberfest-Bier und Fantasy Football. Das Unternehmen hat das limitierte Fall Legends Commissioner's Kit vorgestellt, zum Preis von $25.26, das einen Hammer, eine Gedenkm眉nze und die Weste des Commissioners enth盲lt.
Als Markenbotschafter tritt Brian Baumgartner aus The Office auf. Samuel Adams bringt au脽erdem das Fall Legends Variety Pack heraus, das vier Biere umfasst: Octoberfest (5,3% ABV), das neue Harvest Helles (5,4% ABV), Jack-O (4,4% ABV) und Flannel Fest (5,8% ABV). Das Variety Pack wird landesweit in 12- und 24er-Packungen erh盲ltlich sein.
- Samuel Adams Octoberfest holds position as #1 best-selling fall seasonal beer
- Launch of new product line with Fall Legends Commissioner's Kit
- Strategic marketing partnership with celebrity Brian Baumgartner
- Introduction of new Harvest Helles beer in seasonal variety pack
- None.
America鈥檚 #1 fall seasonal beer [1], teams up with fantasy football fanatic and The Office鈥檚 Brian Baumgartner for a limited-edition drop that honors the league heroes 鈥� the commissioners.
Boston, MA, Aug. 13, 2025 (GLOBE NEWSWIRE) -- Samuel Adams, one of the pioneers of the craft beer movement and the brewer behind #1 best-selling fall seasonal [1], is gearing up for football season by honoring the real MVPs of fantasy football: the commissioners. To celebrate the legendary role, the brand is dropping the limited-edition Fall Legends Commissioner鈥檚 Kit.
The kit includes everything a commissioner needs to rule a league: a gavel to rule the draft, a coin to settle start-or-bench debates, an official commissioner鈥檚 vest and a bottle cooler vest 鈥� because even your beer deserves to suit up. As a nod to the upcoming football season, fantasy fans can head to听 to get their own Fall Legends Commissioner鈥檚 Kit for
To help bring the campaign to life, Samuel Adams is teaming up with The Office鈥檚 Brian Baumgartner 鈥� longtime fantasy football fan and beloved league mate.
鈥淔or me, fall officially begins when two things return: fantasy football and Samuel Adams Octoberfest,鈥� said Brian Baumgartner. 鈥淚鈥檝e been in the same fantasy league with other cast and crew from The Office for over 20 years, and if there is one thing I鈥檝e learned, it鈥檚 that every great league has a great commissioner and they deserve a true seasonal toast from none other than Octoberfest.鈥�
鈥淪am Adams drinkers wait all year for the legendary return of Octoberfest! With its smooth, malty signature flavor in every sip to the legendary fall celebrations it鈥檚 part of, Octoberfest stands for greatness,鈥� said Lauren True, head of brand of Samuel Adams. 鈥淪o, whether you鈥檙e setting your fantasy football lineup or just catching up with friends, Octoberfest is ready to bring unmistakable character and flavor to every moment this fall.鈥�
This year, Sam Adams is bundling Octoberfest alongside two other fall favorites and one brand-new brew in the 鈥� the ultimate lineup for draft nights, game days, and victory celebrations.听
- Octoberfest: A hearty, smooth M盲rzen-style lager (
5.3% ABV) with complex caramel and roasty malt notes with a deep red amber hue. - NEW! Harvest Helles: A crisp easy-drinking lager (
5.4% ABV) featuring bright notes of citrus, stone fruit, and cereal with light to medium body. - Samuel Adams Jack-O: This refreshing ale (
4.4% ABV) blends real pumpkin with seasonal spices like cinnamon and nutmeg, balanced by a subtle hint of fresh citrus. - Flannel Fest: A classic German lager (
5.8% ABV) with robust notes of toasted bread and caramel with a bright amber hue.
Samuel Adams Fall Legends Variety Pack is available in 12 oz. 12- and 24-pack cans and can be found nationwide at .
For more information visit SamuelAdams.com or follow @SamuelAdamsBeer on social media.
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ABOUT SAMUEL ADAMS: THE BEER听听
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听听or follow @SamuelAdamsBeer听
ABOUT BOSTON BEER COMPANY听听
The Boston Beer Company, Inc.听(NYSE: SAM) began in 1984 brewing Samuel Adams beer and has since grown to become one of the largest and most respected craft brewers in听the United States. We consistently offer the highest-quality products to our drinkers, and we apply what we've learned from making great-tasting craft beer to making great-tasting and innovative "beyond beer" products.听Boston Beer Company听has pioneered not only craft beer but also hard cider, hard seltzer and hard tea. Our core brands include household names like Angry Orchard Hard Cider, Dogfish Head, Truly听Hard Seltzer, Twisted Tea Hard Iced Tea, and Samuel Adams. We have taprooms and hospitality locations in听California,听Delaware,听Massachusetts,听New York听and听Ohio. For more information, please visit our website at听, which includes links to our respective brand websites.
[1] Circana, Total US Multi Outlet + Conv, 8/11/24 鈥� 11/4/2024
[2] Exclusions or restrictions may apply. Void where prohibited.
Attachment
Devon Savage Samuel Adams [email protected] HUNTER [email protected]
FAQ
What is included in Samuel Adams (SAM) Fall Legends Commissioner's Kit and how much does it cost?
What beers are included in Samuel Adams' Fall Legends Variety Pack 2025?
Who is the celebrity ambassador for Samuel Adams' 2025 fall campaign?
Where can customers purchase the Samuel Adams Fall Legends Variety Pack?
