By redefining Oktoberfest lagers, breweries are building dynamic seasonal sales drivers.
By Joshua M. Bernstein
Classic malt-forward Märzens and strong, golden festbiers have long dominated fall beer sales, but inventive American breweries are distinguishing Oktoberfest lagers through flavor variations, lighter profiles, and modern interpretations broadening consumer appeal. The German import is now a domestic sales powerhouse tied to autumnal rhythms.
Each year, Sierra Nevada reinvents Oktoberfest by partnering with a German brewery on a limited-edition lager that might be richly malty or herbaceous and golden. No two releases are identical. “We fully tweak the recipe,” says Brian Grossman, Chief Brewer and Second-generation Owner.
The latest collaboration with Hoppebräu showcases an unexpected ingredient: floral, grapefruit-like Cascade hops, an aromatic signature in Sierra Nevada’s Pale Ale. “We not only dry hopped it, but we put it through the Torpedoes – a hop-infusion device – with Cascade hops,” Grossman says. Not traditional? That’s the point. “It’s the evolution of the beer style,” Grossman says.
Smart Storytelling and Retail Activations Are Key
Selling Oktoberfest requires compelling recipes and storytelling. When Hoppebräu’s team visited Sierra Nevada in April to discuss the collaborative recipe, Sierra Nevada’s marketing team collected ample photos and videos. “We turn that into content that educates our distributors about our partner, talking points, and the beer’s tasting notes,” says Ellie Preslar, Chief Commercial Officer at Sierra Nevada.
The brewery then reinforces the messaging through sales materials for reps, as well as consumer-facing point-of sale materials. A timely release is crucial. Sierra Nevada ships Oktoberfest toward July’s end so retailers can build displays in advance of Labor Day. “We start seeing Oktoberfest celebrations in the U.S. as early as late August,” Preslar says.
Beer is central to many fall gatherings, but cracking cold ones need not mean consuming alcohol. Athletic Brewing’s festbier-inspired NA Oktoberfest “opens the fall beer occasion to more people and more moments,” says Alex Boerger, the brewery’s Chief Commercial Officer. “Athletic is redefining the Oktoberfest season by making the annual tradition more inclusive.”
NA Oktoberfest is Athletic’s best-selling seasonal, and the brewery brings it “to life at retail with thematic POS materials and dedicated displays that evoke the sights, colors, and energy of fall,” Boerger says. Think playful inflatable pretzels and eye catching posters that underscore seasonality. Says Boerger, “The goal is to make Athletic Oktoberfest an easy-to-spot, occasion-driven seasonal offering that taps into consumer excitement around autumn traditions, tailgates, gatherings, and celebration.”
Tradition Still Sells, Too
American craft breweries conditioned consumers on constant innovation. With Oktoberfest, familiarity can become part of the sales pitch. Samuel Adams introduced balanced, malt forward Octoberfest in 1989 and “helped define what American drinkers expect from the style,” says Jon London, Head of Beer for Boston Beer Company. “The annual debut of Samuel Adams Octoberfest lager signals a shift in weather, routines, and gatherings, making it less about competing occasions and more about owning a moment.”
The lager’s sustained success is due to Boston Beer equipping retailers with ideal sales tools. In addition to education, “we focus on high-impact merchandising like secondary displays, cross-merchandising with fall foods, and clear seasonal signage,” London says. The company’s stein-hoisting competitions are essential to the on-premise strategy. Win or lose, a liter of lager goes down easy.
Great Lakes Oktoberfest is a “super seasonal brand,” says CEO Chris Brown. The Märzen style lager is the Midwest’s top selling craft Oktoberfest, accounting for more than $1 million in sales in the region. The Cleveland, Ohio, brewery offers Oktoberfest in cans and draft, and Oktoberfest will star in fall’s forthcoming Biergarten Party Pack also featuring Apple Pie Eliot Ness Amber Lager. “This themed pack is a perfect way to draw eyes to our core seasonal Oktoberfest at retail,” Brown says.
And sometimes, Mother Nature must nudge drinkers toward Oktoberfest. Sly Fox’s robust Oktoberfest lager is typically its best-selling seasonal, but several years ago in Pennsylvania, a warm September created sluggish sales, says Peter Giannopoulos, President of Brewery Operations. October welcomed chillier weather, and soon Sly Fox’s Oktoberfest “seemed to just fly,” he says. “There’s always so much pent-up demand.”
About the Author: Award-winning beer journalist Joshua M. Bernstein is the author of six books, including The Complete Beer Course