Samuel Adams Introduces Two New Brews: Hopscape and Fresh as Helles

Samuel Adams was one of the first craft brewers to offer rotating beers that capture the essence of each season, and now, from January through April, the brewers are introducing drinkers to two new seasonal beers: Samuel Adams Hopscape and Fresh as Helles. It may be unconventional to have two seasonals at one time of year, but Sam Adams has never been known to follow the rules. The brewers felt that these two brews capture the essence of the ever-changing season across the country from January through April.

Available January and February, citrus and piney hop flavors with a nice lingering bitter finish make Hopscape best enjoyed during cold, brisk temperatures. While the honey malt aroma and orange blossom notes of Fresh as Helles make it a perfect pairing to welcome late spring weather during March and April.

"At the start of 1988 we introduced our first-ever seasonal beer, Samuel Adams Double Bock, a traditional spring beer originally brewed by German monks," said Jim Koch, Samuel Adams founder and brewer. "While we pioneered rotating beers for the season, this season's beers have changed more times than we can count. The variety in the weather during this time of year begs brewers and drinkers to explore flavors that match the ever-changing season. It might seem crazy, but after we brewed a few test batches of Hopscape and Fresh as Helles in our Nano Brewery, we knew we had two seasonal beers that captured the essence of the schizophrenic weather around this time of year."

Brewer Megan Parisi continued, "With Hopscape, we knew we wanted to brew a hop-forward beer to match the bitterness of the cold. Our Sam Adams Nano Brewery gave us the chance to experiment with a variety of hop trials until we nailed the citrusy and piney flavor profile we were going for. On the flip side, for the more fickle side of this season, we knew we wanted to brew a more delicate beer. We found that our helles recipe created the perfect base for balancing the flavor of tangy Mandarina hops and floral orange blossom petals. As brewers, half the fun is brewing multiple trials until we get just the right flavor or in our case flavors that we're looking for."

Hopscape, the first new brew for 2017, is brewed with four varieties of West Coast hops that add bold pine and grapefruit notes to the deep golden wheat ale. Chinook, Citra, Centennial, and Zeus hops impart citrusy, dank resin and grapefruit rind aromas that lead into a balanced flavor of bright citrus and piney hop character. White wheat and a two-row pale malt blend add a crisp, light sweetness, and the beer finishes with a slightly lingering bitterness.

Fresh as Helles is a refreshing light amber, medium-bodied helles brewed with Mandarina hops and orange blossom petals. The beer's lively, citrus flavors pair perfectly with the changing season. Soft citrus notes of orange blossom add a bright accent to the slightly sweet honey malt notes, leading to a round, smooth finish.

Hopscape & Fresh as Helles Availability
Samuel Adams Hopscape will be available nationwide from January through February 2017. Samuel Adams Fresh as Helles will be available nationwide from March through April 2017. Both brews will be available in six-packs for a suggested retail price of $7.99-$9.99, 12-packs (bottles and cans) for a suggested retail price of $14.99-$17.99, 16 oz. single serve cans for a suggested retail price of $1.99-$2.49, and on draft. From January through April, both beers will also be available in the Samuel Adams Spring Variety 12-Pack for a suggested retail price of $14.99-$17.99, and 24-packs for a suggested retail price of $22.99-$24.99. Price for each package varies by market.

To find where Samuel Adams beers are sold near you, visit www.samueladams.com/find-a-sam.

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 would soon become a catalyst of the American craft beer revolution.

Today, The Boston Beer Company brews more than 60 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 is one of world's most awarded breweries at international beer competitions. As an independent company, brewing quality beer remains its primary focus. Although Samuel Adams beer is America's leading 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.

Samuel Adams, Samuel Adams Boston Lager, and Boston Lager are registered trademarks of Boston Beer Company.

SOURCE Boston Beer Company

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