Samuel Adams Unveils “Our City. Our Beer.” Variety Pack Crafted Alongside Derrick White, Garrett Crochet, Julian Edelman and Zdeno Chara
Rhea-AI Summary
Samuel Adams (SAM) launched the limited-time “Our City. Our Beer.” 12-pack variety pack on March 9, 2026, featuring four Boston sports–inspired beers crafted with Derrick White, Garrett Crochet, Julian Edelman and Zdeno Chara.
The New England–only release includes (Derrick) White Ale (5.3% ABV), Crochet’s Pale Ale (5.8% ABV), Julian Edel-Brau Lager (6.2% ABV) and Big Z Pilsner (5.0% ABV). Each beer will rotate on draft during its corresponding sport season. A public launch party with all four athletes is scheduled for April 4, 2026, in Boston.
Positive
- Limited-time, New England exclusivity creates regional scarcity and local demand
- High-profile athlete partnerships amplify brand visibility with Boston sports fans
- Four-season draft rotation supports year-round on-premise engagement
Negative
- Sales limited by geographic restriction to New England
- Limited-time availability may cap total sales and broader market reach
News Market Reaction – SAM
On the day this news was published, SAM declined 0.61%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
SAM was up 0.44% pre‑announcement while key peers like ABEV (+2.10%), BUD (+2.19%), TAP (+0.73%) and FMX (+1.17%) also gained, suggesting broader beverage strength even though momentum scanners did not flag a coordinated sector move.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Mar 03 | Mentorship program news | Positive | +1.4% | Opened applications for 15th Brewing & Business Experienceship mentorship program. |
| Mar 02 | RTD expansion news | Positive | -1.6% | Expanded Sinless Vodka Cocktails from test markets into 34 states. |
| Feb 24 | Quarterly earnings update | Neutral | -4.3% | Reported Q4 and full‑year 2025 results with lower revenue but improved margins. |
| Feb 18 | New beer collaboration | Positive | +0.9% | Launched Grateful Dead Citrus Daydream Lager as part of long‑running partnership. |
| Feb 18 | RTD flavor launch | Positive | +0.9% | Introduced Sun Cruiser Blueberry Lemonade & Vodka and refreshed variety packs. |
Recent product and brand news has often seen modest positive to mixed price reactions, while the latest earnings drew a more negative response.
Over the past few weeks, Boston Beer has issued a series of brand and product updates alongside core financial disclosures. On Feb 18, 2026, new offerings from Dogfish Head and Sun Cruiser coincided with modest gains of 0.86%. The Q4 2025 earnings release on Feb 24 highlighted revenue declines but stronger margins and cash, and the stock fell 4.26%. Early March brought the Sinless Vodka Cocktails expansion and a Brewing the American Dream® mentorship update, with mixed reactions. Today’s Samuel Adams sports-themed variety pack fits this pattern of brand-building innovation.
Market Pulse Summary
This announcement highlights Samuel Adams’ “Our City. Our Beer.” Variety Pack, a regionally focused collaboration with Boston sports figures that reinforces the brand’s local identity. It adds four seasonally rotated beers with distinct styles and ABV levels, extending Boston Beer’s innovation pipeline. In context of recent earnings and portfolio launches, investors may watch how such targeted, limited-time offerings support brand equity and complement the company’s broader Beyond beer strategy.
Key Terms
alcohol by volume (abv) technical
malt varieties technical
hop varieties technical
pilsner technical
AI-generated analysis. Not financial advice.
Four Boston-legend inspired beers hit shelves in New England, with each beer rotating on draft during the corresponding sport’s season
- 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 Savage Samuel Adams devon.savage@bostonbeer.com HUNTER SamAdams@hunterpr.com
FAQ
What is included in the Samuel Adams (SAM) “Our City. Our Beer.” variety pack launched March 9, 2026?
Which athletes collaborated with Samuel Adams on the SAM Boston sports variety pack?
When will each beer from the SAM variety pack be available on draft by season?
What are the alcohol by volume (ABV) levels for the beers in Samuel Adams’ SAM variety pack?
When and where is the Samuel Adams SAM launch event for the Our City. Our Beer. pack?
