SYS-CON MEDIA Authors: Liz McMillan, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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Samuel Adams Attempts To Set World-Record For Largest Beer Stein Hoist

Craft Beer Lovers to Stein Hoist with Samuel Adams Founder and Brewer Jim Koch and Become Part of Beer's 1,000-Plus Year History

BOSTON, Sept. 20, 2012 /PRNewswire/ -- For those who can't make it to Munich this year, Samuel Adams is bringing the Oktoberfest celebration to the states – in bars and homes across the country. Back by popular demand, our annual Samuel Adams® National Stein Hoisting Competition is in full swing. And this year, in addition to serving up Samuel Adams OctoberFest – a delicious marzen style lager that's named after the festive occasion and can be found on tap nationwide– Samuel Adams is inviting craft beer fans nationwide to help set a world record for the largest, simultaneous stein hoist on September 22 at 8:00 PM ET.[1]

(Photo: http://photos.prnewswire.com/prnh/20120409/NY84239LOGO)

Stein Hoist Heard 'Round the World:
Participants can raise a record-setting stein at one of our four simultaneous Samuel Adams Oktoberfest Celebrations in Boston, Cincinnati, Denver and Chicago.  Hoisters who can't be there in person can still make Samuel Adams stein hoisting history from the comfort of their own homes.  All hoisters need to do is pour themselves a Samuel Adams OctoberFest and  hoist at home as they watch the event live from Cincinnati at 8:00 PM ET on the Samuel Adams Facebook page.

The record-setting effort will be led by Master of Ceremonies, Jim Koch, Founder and Brewer of Samuel Adams. Jim will lead the world record hoisters across the country from the host site – Oktoberfest Zinzinnati in Cincinnati, OH, the largest Octoberfest in the world outside of Munich– while live-streaming the celebration to other festivals across the country and from a link on the Samuel Adams Facebook page. Stay connected with fellow hoisters during the festivities by tweeting your experiences to @SamuelAdamsBeer using the official hashtag of Samuel Adams OctoberFest #SamOFest.

What Founder and Brewer, Jim Koch, has to say:
"Stein hoisting has been a tradition at our brewery for years, and our drinkers have embraced the spirit along with us at our annual stein hoisting events," said Samuel Adams Founder and Brewer Jim Koch. "We believe in creating history – from igniting the craft beer movement with Samuel Adams Boston Lager in 1984 to creating the world's strongest naturally fermented beer with Samuel Adams Utopias. Now we're going after another record, serving up a malty marzen beer that unites stein hoisters nationwide in a moment of Samuel Adams history. Prost to all!"

Samuel Adams National Stein Hoisting Competitions:
Aside from taking part in the world-record breaking hoist, drinkers also have the opportunity to compete individually for Stein Hoisting immortality at any of the Samuel Adams National Stein Hoisting Competitions taking place now through Oct. 15 in local bars and at festivals across the country. Participants will be timed as they hoist one liter of OctoberFest in an official Samuel Adams beer stein. The arm must not be bent and must stay parallel to the floor. If you spill your OctoberFest draft, you're out!

The two hoisters who hold up the longest – one male and one female winner – will be crowned the Samuel Adams National Stein Hoisting Champions and will receive the Grand Prize – a trip for two to the 2013 Oktoberfest celebration in Munich. The Oktoberfest celebration began in Munich, Germany more than 200 years ago and has since become the largest public festival in the world. Grand Prize winners will be announced in early November. Consumers can visit www.samueladams.com for national event listings and full rules and regulations.

Stay connected with Samuel Adams this Oktoberfest season by following all the action online:

Samuel Adams OctoberFest:
Samuel Adams OctoberFest is a deep red amber, medium-bodied marzen style lager with a rich malt complexity, light Bavarian Noble hop note, and a smooth, sweet finish. The hearty lager includes a rich blend of five roasts of malts to create a delicious harmony of sweet flavors. The sweetness is balanced by the elegant bitterness imparted by the hand-selected Noble Bavarian hops, making this 5.3% ABV seasonal brew perfect for any Oktoberfest celebration.

Samuel Adams OctoberFest pairs well with the complex flavors of traditional Oktoberfest fare like roasted pork, sausage and bratwurst. The brew's bold sweetness also complements desserts with similar flavor profiles, like the caramel and vanilla flavors of crème brulee.

Samuel Adams OctoberFest is available through October in six-packs ($7.99), 12-packs ($13.99), 24-packs ($25.99), as part of the Samuel Adams Harvest Collection Variety Pack ($13.99), and on draft.

ABOUT THE BOSTON BEER COMPANY:
The Boston Beer Company began in 1984 with a generations-old family recipe that Founder and Brewer Jim Koch uncovered in his father's attic. Inspired and unafraid to challenge conventional thinking about beer, Jim brought the recipe to life in his kitchen. Pleased with the results of his work, Jim decided to sample his beer with bars in Boston in the hopes that drinkers would appreciate the complex, full-flavored beer he brewed fresh in America. That beer was aptly named Samuel Adams Boston Lager®, in recognition of one of our nation's great founding fathers, a man of independent mind and spirit. Little did Jim know at the time, Samuel Adams Boston Lager soon became a catalyst of the American craft beer revolution.

Today, The Boston Beer Company brews more than 50 styles of beer. It relentlessly pursues the development of new styles and the perfection of classic beers by searching the world for the finest ingredients. Using the traditional four vessel brewing process, the Company often takes extra steps like dry-hopping, barrel-aging and a secondary fermentation known as krausening. The Company has also pioneered another revolution, the 'extreme beer' movement, where it seeks to challenge drinker's perceptions of what beer can be. The Boston Beer Company has been committed to elevating the image of American craft beer by entering festivals and competitions around the globe, and in the past five years has won more awards in international beer competitions than any other brewery in the world. As an independent company, brewing quality beer remains its single focus. Although Samuel Adams® beer is America's largest-selling craft beer, it accounts for only one percent of the U.S. beer market. The Boston Beer Company will continue its independently-minded quest to brew great beer and to advocate for the growth of craft beer across America. For more information, please visit www.samueladams.com.

[1] World record-setting attempt by Samuel Adams for the largest simultaneous stein hoist will be validated by World Record Academy.

 

SOURCE Samuel Adams

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