Samuel Adams Just Released Its First New Holiday Product in 30 Years

In today’s beer scene, it can seem like it’s all about doing something bold and different—collaborating with celebrities or experimenting with wild flavors like pickle or peanut butter. But the truth is, when it comes to truly beloved brews, the less that changes, the better.

Samuel Adams, one of the original pioneers of craft beer, knows that well. While the Boston-born beer has become a permanent fixture in many fridges, it’s not a brand that regularly makes headlines. Most of its groundbreaking innovation happened back in the ’80s and ’90s, when the company was still young. Since then, its consistency has kept customers coming back for more.

But now, for the first time in decades, Samuel Adams has gone back to the drawing board, introducing a brand-new seasonal beer that stands apart from everything else in its catalog. And it couldn’t have arrived at a better time.

Samuel Adams Launches New Winter White Ale

This season, Samuel Adams is debuting the Winter White Ale, its first new winter seasonal beer released in 30 years. This spiced, citrusy ale was specially crafted to brighten up the cold, gray months ahead.

According to a comment on the brewery’s Instagram, the new beer was “lovingly inspired by” a Holiday White Ale from years past, but it’s “not the same.” This new brew has a 5.7% ABV, perfect for easy drinking by the fire or over a football game. It features classic winter flavors—cinnamon, nutmeg, orange peel, and clove—that complement the other staples on your holiday plate.

So far, the reviews have been glowing. “It’s amazing,” one fan shared. “I hope this one sticks around for years to come!” added another.

The Winter White Ale joins a lineup of other beloved Samuel Adams seasonal brews, including Old Fezziwig—a warm, spiced ale inspired by the classic Dickens character—which first launched in 1995. There’s also the Winter Lager, a crisp Bock beer featuring subtle citrus and spice notes that’s become a cold-weather staple.

And finally, the Cold Brew Coffee Stout, a more recent addition that’s available only in the Samuel Adams Variety Pack. It’s a rich stout that brings together beer and coffee, inspired by the ever-popular espresso martini.

Whether you want to try the Winter White Ale on its own or pick up the full seasonal variety pack, both are available now in the U.S. through January 2026. You’ll find 12-packs of the 12-ounce cans for a suggested retail price of $17.99, or 24-packs for $29.99. We’ve also spotted 12-ounce bottles sold by the six-pack for around $12, or a 12-pack case for around $24.

So, if you’re looking for something new to toast the season with, this might just be the brew to try. New products don’t arrive often from Samuel Adams, but when they do, they’re worth paying attention to.