Samuel Adams Summons Thrills and Chills With Halloween Séance Kit Release

Samuel Adams is releasing an October séance kit. (Photo: Samuel Adams Beer)

Samuel Adams shared on Wednesday that the beer brand is inviting fans of its brew to “share a cold Sam Adams with a cold Sam Adams” with the limited release of an at-home séance kit. The limited-release kit hosts a suggested retail price of $18.03 as long as supplies are available.

Each kit includes an instruction card offering a guide on how to summon the spirit of Sam Adams, a portrait of the founding father, a vial of Boston Dirt, another vial of Samuel Adams Hops, two Sam Séances pint glasses that display a spooky image when filled with cold beer and a Sam Adams Octoberfest Can-dle.

“We conjured a realm we have dared to explore before… summoning the spirit of our namesake,” Samuel Adams Head of Brand Lauren Price said in a news release. “As frightful, mysterious and even humor filled as it may seem, Samuel Adams’ presence is deeply rooted in our brand and we’re excited to help drinkers experience the season of beer in a new, frightful way. No matter how drinkers engage with Samuel Adams and the former founding father, we hope they enjoy a night of séance thrills and Octoberfest chills.”

The beer brand additionally offered seasonal pairings to help participants gain a little liquid courage to complete the séance. Samuel Adams’ seasonal beers include an Octoberfest and a Seasonal Variety Pack featuring the seasonal Märzen complete with Jack-O, Boston Lager and an exclusive — Flannel Fest.

Samuel Adams’ Octoberfest is a Märzen that has what the brand describes as malty complexity. It hosts a 5.3% ABV and is available in a 28-pack of 12 oz bottles for the suggested retail price of $29.99. It is also available in a 12-pack of 12oz cans for the suggested price of $17.99.

The beer brand’s Jack-O is a pumpkin ale, and Samuel Adams says it possesses aromas of “cinnamon, nutmeg and autumn spices.” The brand’s Boston Lager is considered an approachable German-style beer, and Samuel Adams’ Flannel Fest is a Munich Dunkel that is only available in the variety pack.

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