Samuel Adams® Hallertau Imperial Pilsner Overflows with Prized Bavarian Noble Hops

Business Wire, August 16, 2007

Limited-Edition Extreme Beer Brewed with 12 lbs per Barrel of Hallertau Mittelfrueh Hops

BOSTON -- Hops are the signature of any good beer, adding to its aroma, character, and flavor. Samuel Adams is celebrating great hops and offering a distinct, full-flavored craft brew with the release of Samuel Adams([R]) Hallertau Imperial Pilsner in September. This one-of-a-kind beer uses enormous, almost reckless, quantities of the Hallertau Mittelfrueh hop, a rare Bavarian Noble hop variety prized for its distinct taste and aroma. The result is a beer with unmatched flavor and complexity.

"Hops are the universal spice of beer. They give the brew its soul and provide the distinct bitter taste and floral aroma," said Jim Koch, founder and brewer of Samuel Adams([R]) beers. "I travel to the Hallertau region of Bavaria each fall to hand-select the highest quality Noble hops available for Samuel Adams beers. The quality and complexity of these hops allows us to take Samuel Adams Hallertau Imperial Pilsner to extreme flavor levels."

Just as different grape varieties lend distinct characteristics to wine, hop varietals offer their own distinguishing flavor and aroma character to beer. As one of the "hoppiest" beers available, Samuel Adams Hallertau Imperial Pilsner is brewed with approximately 12 pounds per barrel of prized Hallertau Mittelfrueh hops, grown in the Bavarian region in Germany, considered one of the best hop-growing regions in the world.

With the first sip, drinkers will experience an explosion of deep citrus, spicy flavor from the abundance of Hallertau Mittelfrueh hops. The extreme hop flavor is pleasantly balanced from beginning to end with a slight sweetness from the malt. The lingering "hop signature" is a treat for hops lovers. The beer's deep golden color and rich creamy head give off an intense and complex Noble hops aroma, very similar to what Jim experiences when he rubs the hops together in his hands to release the essence of the hops flowers during hop selection in Germany.

Samuel Adams Hallertau Imperial Pilsner is a full-flavored, aromatic brew that pairs well with rich, equally flavorful cuisine. Creamy dishes such as beef stroganoff, grilled steak smothered with a thick mushroom sauce, or a traditional Tuscan-style roast meat, such as Osso Bucco pair well. Pungent, creamy cheeses, such as Roquefort, aged Gouda or Camembert would also stand up in flavor complexity.

Samuel Adams Hallertau Imperial Pilsner will be available in 4-packs of 12 oz. bottles at select specialty beer stores beginning in September 2007, for a suggested retail price of $9.99.

THE BOSTON BEER COMPANY BACKGROUND:

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. After bringing the recipe to life in his kitchen, Jim brought it to bars in Boston with the belief that drinkers would appreciate a complex, full-flavored beer, brewed fresh in America. That beer was Samuel Adams Boston Lager([R]), and it helped catalyze what became known as the American craft beer revolution.

Today, the Company brews more than 21 styles of beer using the traditional four vessel brewing process and often taking extra steps like dry-hopping and a secondary fermentation known as krausening. It passionately pursues the development of new styles and the perfection of its classic beers by constantly searching for the world's finest ingredients. While resurrecting traditional brewing methods, the Company has earned a reputation as a pioneer in another revolution, the "extreme beer" movement, where it seeks to challenge drinkers' perceptions of what beer can be. The Boston Beer Company strives to elevate the image of American craft beer by entering festivals and competitions the world over, and in the past five years it has won more awards in international beer competitions than any other brewery in the world. The Company remains independent, and brewing quality beer remains its single focus. While Samuel Adams is the country's largest-selling craft beer, it accounts for only about one-half of one percent of the U.S. beer market. For more information, please visit www.samueladams.com.