Samuel Adams Unveils Non‑Alcoholic Octoberfest: A Hearty, Smooth Festbier for Fall 2026

Under the category of “things I never expected but instantly make perfect sense,” Samuel Adams is rolling out a surprising and genuinely clever seasonal twist: Non‑Alcoholic Octoberfest. Brewed in Boston, Massachusetts, this release brings the brewery’s iconic Oktoberfest festbier into the fast‑growing non‑alcoholic beer category, while keeping the hearty, malt‑forward character fans associate with fall lagers.

A Non‑Alcoholic Take on a Classic Festbier
Samuel Adams’ Non‑Alcoholic Octoberfest is positioned as a “hearty & smooth” NA lager designed to mirror the rich, toasty, caramel‑malt profile of their traditional Oktoberfest. By offering a less‑than‑0.5% ABV version, the brewery taps into the rising demand for non‑alcoholic craft beer, seasonal NA options, and full‑flavor lagers that fit into moderation‑minded lifestyles.

This release also expands Samuel Adams’ growing NA lineup, signaling that non‑alcoholic craft beer is no longer limited to light or hop‑forward styles, festbiers and malt‑driven lagers are officially joining the mix.

Packaging, Style Notes, and Seasonal Timing
Style: Non‑alcoholic festbier / Oktoberfest lager
Flavor profile: Smooth, malty, toasty, classic fall lager character
ABV: Less than 0.5% ABV
Format: 12‑oz cans
Release window: Expecte an early fall 2026 release date

The timing aligns perfectly with the annual Oktoberfest season, giving drinkers a non‑alcoholic option that still feels celebratory, seasonal, and rooted in Okto tradition.

Why This Release Matters
This beer expands the non‑alcoholic craft beer category into richer, malt‑forward territory. it offers a seasonal NA option for fall festivals, tailgates, and gatherings. it reinforces Samuel Adams’ role as a leader in both traditional Oktoberfest lagers and innovative NA brewing, and it provides a flavorful alternative for drinkers seeking moderation without sacrificing seasonal beer experiences

Label Text Samuel Adams Non-Alcoholic Octoberfest:

“Our legendary fall brew is back, featuring the same robust, malty flavor without the alcohol. Brewed for all the fall moments worth celebrating. Prost!”

About Samuel Adams:

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.

Our Story

Our passion for never settling, and brewing quality, flavorful beers started with our founder, Jim Koch. He brewed the first batch of Boston Lager in his kitchen – a recipe that belonged to his great great grandfather that he found in his father’s attic back in the early 1980’s.

But, even though we grew, we continue to be an independent craft brewery that’s committed to brewing only the best-crafted beers for our drinkers.

At our Boston Brewery, we’re still trying new things every day; some good, and, well, some not-so good. We learn from the process, and never give up on the journey towards the next tasty beer. It’s our commitment to you that keeps us innovative, inspired, and striving to become better every single day.

In his National Best Seller, Quench Your Own Thirst: Business Lessons Learned Over a Beer or Two, Jim offers unprecedented insights into the whirlwind ride from scrappy start-up to thriving public company. knows what they want, and moves forward bravely with an uncompromising spirit, despite the risks. Jim Koch took an entrepreneurial risk in 1984 to brew a better beer for the U.S. beer drinker. Now one of America’s leading independent craft breweries, Samuel Adams helped start a craft beer revolution that redefined the way people think about beer.
From pioneering aging beer in used spirit barrels to the innovative brewing process behind Sam ’76, we are constantly innovating.

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