Dive Brief:

• Samuel Adams is leaning into Halloween for a fright-filled activation, according to a press release. “Beer Fest, Fear Fest” is inspired by “cenosillicaphobia,” or the fear of an empty beer glass, which 38% of Americans find relatable, according to data cited in the release.
• Beginning Oct. 1, consumers will have the chance to make their way through a haunted experience filled with scares. Those who make it through still holding a full glass of beer will receive a full-season supply of the brewer’s OctoberFest beer.
• In addition to the event, Samuel Adams is launching a limited-edition cereal meant to be enjoyed with the beer. Beereal is made of mini pretzels instead of traditional cereal, and comes in a box with a cornhole game on the back.

Dive Insight:

Samuel Adams is leaning into not one but two holidays associated with the month of October — beer festival Oktoberfest and Halloween — for the return of its popular OctoberFest beer, which was first introduced in 1989. Between the haunted challenge located at The Summer Club at the Raven Hotel in Long Island City to the introduction of Beereal, the brewer is looking to take full advantage of a sales spike for seasonal beers with fall themes and flavors that typically happens this time of the year. As part of the effort, Samuel Adams has also introduced a new Beer Fest variety pack that includes two new flavors — Flannel Fest and Hoppy Lager — in addition to returning flavors OctoberFest and Jack-O.

Inspired by the data that indicates 20% of American beer drinkers would rather run into an ex than face an empty beer glass, the Oktoberfest-themed haunted house experience, in partnership with Bucket Listers, is meant to raise a few fears while celebrating the beer drinking festival. Throughout the month of October, consumers will be able to see if they can keep their mugs full while encountering a series of jump scares.

Halloween is a popular advertising time for marketers, as Americans are expected to spend over $12 billion on the holiday this year, beating pre-pandemic levels. In a reflection of the holiday’s growing relevance for adults, other alcohol brands, including Bacardí, have also launched Halloween campaigns prior to October.