(Boston, MA) – As part of its quarterly earnings call, Boston Beer Co. CEO, Martin Roper, shared that the company ran through Summer Ale “a bit faster” than they anticipated. Samuel Adams Octoberfest started making its way to some markets last week as a result. Roper said that the beer is a strong seasonal performer for the company.
As noted earlier, Octoberfest is the first brand to feature the new design framework that will soon be seen on other core beers in the Samuel Adams portfolio like Boston Lager and Cream Stout.
On Twitter, many are surprised to see the brand so early:
I have a beef w/Mr. Samuel Adams. It's still summer, SO u should still be serving Summer Ale. Octoberfest can wait til Sept. Sincerely, Me
— Michael DiGiacomo (@BoostIt05) July 26, 2012
Sam Adams Octoberfest is already in stores! #JumpingTheGun
— Matt Trudeau (@matttrudeau1) August 1, 2012
So, Sam Adams Octoberfest is back already, huh? It's like Christmas music in early November: just weird.
— James Kurdziel (@JamesRadio) July 28, 2012
This is not something to be proud of. IT'S JULY. MT @FlyingSaucerCol We're the first bar in Columbia to have Sam Adams Octoberfest tapped.
— Drink. Blog. Repeat. (@drinkblogrepeat) August 1, 2012
— William J Harrison (@BillyBruin77) August 1, 2012
— Mark Johanson (@MJXtweet) August 2, 2012