Samuel Adams Unveils "Our City. Our Beer." Variety Pack Crafted Alongside Derrick White, Garrett Crochet, Julian Edelman and Zdeno Chara
MWN-AI** Summary
Samuel Adams has launched a new limited-edition release, the “Our City. Our Beer.” Variety Pack, aimed at celebrating Boston’s rich sports culture and fan spirit. Crafted in collaboration with Boston sports icons Derrick White, Garrett Crochet, Julian Edelman, and Zdeno Chara, this unique 12-pack features four distinct beers that embody the energy of Boston's athletic community.
The Variety Pack includes (Derrick) White Ale, an inviting wheat ale flavored with vibrant citrus and spices; Crochet’s Pale Ale, a tropical and zesty American Pale Ale; Julian Edel-Brau Lager, featuring caramel and toffee notes balanced with herbal hops; and Big Z Pilsner, a crisp and bold Pilsner with a delicate floral character. Each beer will be available on draft during its respective sports season, ensuring Boston fans can enjoy these specially crafted beers year-round.
Samuel Adams’ senior brand manager, John McElhenny, highlighted the brewery's dedication to both craft beer and Boston sports, stating that this initiative aims to capture the essence of Boston’s spirit in every sip. This release continues the brewery’s legacy as "Boston’s Beer," following its historical partnerships with local sports teams and contributions to the community.
To celebrate this launch, Samuel Adams will host an “Our City. Our Beer.” party on April 4, 2026, at Banners Kitchen & Tap in Boston. The event promises an interactive experience where fans can meet the athletes behind the brews. The “Our City. Our Beer.” Variety Pack is currently available in New England for a limited time in 12-ounce cans and at select bars. For more updates, enthusiasts are encouraged to follow Samuel Adams on social media.
MWN-AI** Analysis
Samuel Adams’ launch of the “Our City. Our Beer.” Variety Pack marks a strategic move to tap into the enthusiastic Boston sports culture while leveraging partnerships with local sports icons. This initiative not only enhances brand visibility and affinity among local consumers but also distinguishes Samuel Adams in the competitive craft beer market.
The variety pack features four distinctive beers tailored to resonate with New England's predominant styles – a strategic choice considering the trend toward craft beer and locally sourced products. Each athlete's beer comes with unique flavor profiles that reflect their personalities and the seasons of their respective sports, creating a narrative that embodies local pride. As seasonality in craft beer appeal remains significant, rotating these offerings on draft ensures continuous consumer engagement throughout the year.
In terms of market positioning, this preemptive alignment with Boston's sports fandom can potentially amplify sales during peak sports seasons, particularly around playoff times or championships. The limited availability and association with revered local figures may also drive a sense of urgency among consumers, encouraging immediate purchases.
Market analysts should monitor consumer response and sales data closely over the coming months. If successful, this approach could prompt further collaborations with local athletes or events, creating a model for similar initiatives in other markets.
For investors considering shares in the Boston Beer Company (NYSE: SAM), the effective execution of this campaign could positively influence quarterly earnings, driven by increased brand loyalty and sales growth. However, caution is advised due to potential market fluctuations in consumer preferences, especially amidst economic shifts. Overall, this initiative speaks to a thoughtful blend of marketing savvy and community engagement, positioning Samuel Adams favorably within both the craft beer industry and local consumer sentiment.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
- Samuel Adams launched the “Our City. Our Beer.” Variety Pack brewed to capture the passion, pride and powerhouse spirit of Boston sports and fans.
- The “Our City. Our Beer.” Variety Pack was crafted alongside four Boston sports legends Derrick White, Garrett Crochet, Julian Edelman and Zdeno Chara.
- The 12-pack includes (Derrick) White Ale, Crochet’s Pale Ale, Julian Edel-Brau Lager and Big Z Pilsner and is available only in New England for a limited time with each beer also rotating on-draft when the corresponding sport is in season.
Boston, MA, March 09, 2026 (GLOBE NEWSWIRE) -- Samuel Adams, the Boston-born pioneer of craft beer, today announced the “Our City. Our Beer.” Variety Pack inspired by the one thing New Englanders love as much as Samuel Adams - Boston sports. Crafted alongside athletes Derrick White, Garrett Crochet, Julian Edelman and Zdeno Chara, the Variety Pack features four distinct beers that blend the grit, pride and powerhouse spirit that define Boston sports and Samuel Adams’ relentless pursuit of better beer.
“At Sam Adams, we live and breathe Boston sports. With the ‘Our City. Our Beer.’ Variety Pack, we’ve bottled up that spirit to double down on being the beer for Boston sports fans,” said John McElhenny, senior brand manager, Samuel Adams. “Partnering with Derrick, Garrett, Julian and Zdeno let us capture that energy; whether it’s a citrusy (Derrick) White Ale or a caramel malty Julian Edel-Brau Lager, these brews were crafted meticulously to give fans a taste of Boston pride in every sip.”
All-Star Lineup
The “Our City. Our Beer.” Variety Pack features a wheat ale, an American pale ale, a lager, and a pilsner - four of the five top favorite styles for New England craft drinkers, delivering on exactly what fans crave1.
- (Derrick) White Ale
- Style: Wheat Ale
- Alcohol by Volume (ABV): 5.3%
- Flavor Notes: Vibrant citrus flavor with a touch of spice; smooth, complex finish
- Malt Varieties: Samuel Adams two-row pale malt blend, malted wheat, flaked wheat
- Special Ingredients: Orange zest, lemon zest, coriander, rose hips, hibiscus, plum, grains of paradise and anise
- On Draft: March-May
- Crochet’s Pale Ale
- Style: American Pale Ale
- Alcohol by Volume (ABV): 5.8%
- Flavor Notes: Zesty, intense citrus hops; tropical aroma; crisp finish
- Malt Varieties: Samuel Adams two-row pale malt blend, malted wheat, blonde roasted oats
- Hop Varieties: Simcoe, Centennial, Cascade, Citra, Galaxy, Mosaic
- On Draft: June-August
- Julian Edel-Brau Lager
- Style: Lager
- Alcohol by Volume (ABV): 6.2%
- Flavor Notes: Malt-forward flavor with notes of caramel and toffee; balanced by light herbal hops
- Malt Varieties: Samuel Adams two-row pale malt blend, Caramel 60, CaraRed, Melanoidin
- Hop Varieties: Tettnang Noble hops
- On Draft: September-November
- Big Z Pilsner
- Style: Pilsner
- Alcohol by Volume (ABV): 5.0%
- Flavor Notes: Crisp and bold with subtle malt sweetness; delicate floral hop character
- Malt Varieties: Samuel Adams two-row pale malt blend
- Hop Varieties: Hallertau, Tettnang
- On Draft: December-February
Always In Season
Boston fans don’t take an off season, and neither should their beers! The “Our City. Our Beer.” Variety Pack delivers a four-sport, four-season lineup in one pack. Each beer will also rotate on draft during its corresponding sport season, so fans can raise a glass or a perfect pint to their legends at taprooms and sports bars when it matters most.
Brewed with Boston’s Biggest Fans in Mind
The new “Our City. Our Beer.” Variety Pack is the latest expression of Samuel Adams’ long-standing commitment to New England. Over the years, Samuel Adams has worked to position itself as ‘Boston’s Beer’ by partnering with the Boston Red Sox and Boston Marathon, and brewing limited-edition beers with athlete legends. Since opening the Samuel Adams Boston Brewery, the brewery has also donated beer and tour proceeds to hundreds of local and regional charities reinforcing its role in New England culture.
Coming Soon! Launch Party: Raise a Glass with the Legends
To celebrate the new “Our City. Our Beer.” Variety Pack, Samuel Adams will host an “Our City. Our Beer.” launch party with all four Boston Legends at Banners Kitchen & Tap in Boston, MA on Saturday, April 4, 2026.
The ticketed event will be open to the public, and all four athletes will make an appearance behind the bar to serve their beers. Follow @SamuelAdamsBeer on social media for further details in the coming weeks.
Raise a Glass Anywhere, Anytime
The Samuel Adams “Our City. Our Beer.” Variety Pack is available in New England now in 12-packs of 12oz cans and on draft at select bars and restaurants. Find it near you at samueladams.com/find-a-sam.
For more information, visit SamuelAdams.com or follow @SamuelAdamsBeer on social media.
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About Samuel Adams: The Beer
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 www.SamuelAdams.com or follow @SamuelAdamsBeer
About The Boston Beer Company
The Boston Beer Company, Inc. (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 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. Boston Beer Company 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, Samuel Adams, Sun Cruiser, Truly Hard Seltzer, and Twisted Tea Hard Iced Tea. We have taprooms and hospitality locations in Delaware, Massachusetts, New York, and Ohio. For more information, please visit our website at www.bostonbeer.com, which includes links to our respective brand websites.
[1] CIRCANA L52W ENDING 11/30/2025 NEW ENGLAND MULO+C
Attachment
Samuel Adams “Our City. Our Beer.” Variety Pack
Devon SavageSamuel Adamsdevon.savage@bostonbeer.comHUNTERSamAdams@hunterpr.com
FAQ**
How does the collaboration with Boston sports legends Derrick White, Garrett Crochet, Julian Edelman, and Zdeno Chara strengthen Boston Beer Company Inc. (NYSE: SAM)’s brand identity among local fans and craft beer enthusiasts?
In what ways does the “Our City. Our Beer.” Variety Pack align with Boston Beer Company Inc. (SAM)’s commitment to innovation and supporting local breweries and artisans in the New England region?
Given the seasonal rotation of beers in the “Our City. Our Beer.” Variety Pack, how is Boston Beer Company Inc. (NYSE: SAM) planning to engage fans and drive sales throughout the year?
How will the launch party at Banners Kitchen & Tap contribute to enhancing Boston Beer Company Inc. (NYSE: SAM)’s community presence and connection with local sports culture?
**MWN-AI FAQ is based on asking OpenAI questions about Boston Beer Company Inc. (NYSE: SAM).
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