Samuel Adams Partners with World's Oldest Brewery to Push the Boundaries of Traditional Beer Law - New Beer Style Available Spring 2010

Samuel Adams Partners with World's Oldest Brewery to Push the Boundaries of
Traditional Beer Law - New Beer Style Available Spring 2010
Germany's Weihenstephan Brewery and America's leading craft brewery embark on
mission to harness 1,000 years of collective brewing knowledge

FREISING, Germany, Oct. 22 /PRNewswire/ -- Dr. Josef Schradler, managing
director of Germany's Weihenstephan Brewery, and Jim Koch, brewer and founder
of Samuel Adams, announced their partnership and plans to unveil a new style
of collaboratively brewed beer next spring. Weihenstephan is the world's
oldest brewery, founded by Benedictine monks in 1040. The brewery is the
guardian of a centuries-old beer purity law called the Reinheitsgebot and it
has brewed according to this law since its beginning. Every batch of
Weihenstephan's beer is evaluated by a panel of experts for color, aroma,
froth consistency and flavor. Founded in 1984, Samuel Adams is an American
craft beer pioneer. The brewery's original style, Samuel Adams Boston Lager®,
helped spark the American Craft Beer Revolution by leading a return to
flavorful beer brewed in small batches. While keeping an eye on tradition, the
Samuel Adams brewers continue to innovate and explore boundary-pushing beer
styles and brewing techniques. Both breweries share great passion for the art
and science of brewing and pride themselves on using only the highest quality
ingredients to produce award-winning, world-class beers.

(Photo: http://www.newscom.com/cgi-bin/prnh/20091022/NY96464 )

"The Weihenstephan Brewery is a mecca for brewers and people around the world
who are passionate about beer and brewing. No brewer can stand at the site of
this brewery without feeling a sense of reverence for what has been done
here," said Jim Koch, founder and brewer of Samuel Adams® beers. "It is a
great honor to work together on this mission to explore the limits of the
Reinheitsgebot and to brew a beer that represents the platinum standard in the
art of brewing."

"This journey we've embarked on with Samuel Adams is unprecedented in the beer
world," says Dr. Josef Schradler, managing director, Weihenstephan. "We are
making history with Jim and his team of brewers; turning our traditional
brewing techniques on their head will result in an innovative beer that is
ground breaking, delicious and unique."

Working in tandem for almost two years, the brewers from Samuel Adams and
Weihenstephan are perfecting an innovative beer style that explores new
brewing techniques within the boundaries of beer law. Their yet-to-be-named
crisp, pale brew is slated to debut in the United States and Germany next
spring in cork-finished bottles. This effervescent, Champagne-like beer will
weigh in at more than 10 percent alcohol by volume, yet remain very dry and
crisp, shattering the preconceived notions of what can be done following the
Reinheitsgebot Law.

The Weihenstephan/Samuel Adams beer marries new thinking from the world of
American "extreme beer" with tradition and respect for the Reinheitsgebot, a
German beer purity law that dates back to 1516 and states that all beer must
be brewed using only the four ingredients: malt, hops, water, and yeast. By
tapping 1000 years of brewing knowledge and coupling it with American
innovation, the brewers at Samuel Adams and Weihenstephan will brew a complex,
higher alcohol beer of distinction with only the four classic ingredients.
This new beer will be ready to share with beer aficionados throughout the
world in the spring of 2010.

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®, and it
helped catalyze what became known as the American craft beer revolution.

Today, the Company brews more than 21 styles of beer. The Company uses the
traditional four vessel brewing process and often takes 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 just under one percent of the U.S. beer market. For more
information, please visit www.samueladams.com.

ABOUT WEIHENSTEPHAN:

The Bavarian State Brewery Weihenstephan. Nearly one thousand years ago it was
the monastery brewery of the Benedictine monks, then the Royal Bavarian State
Brewery. Today, as a regulated enterprise of the Freestate of Bavaria, it is a
company run according to the precepts of private business. As the oldest
existing brewery in the world, the brewery occupies an exalted site atop
Weihenstephan Hill in the Bavarian city of Freising, surrounded by the
comparatively still very young Weihenstephan science centre of the Technical
University of Munich. Yet it is precisely this unique combination of tradition
and custom, proven knowledge, and modern science, which gives the brewery its
incomparable identity and permits it to brew beers of the highest quality.
www.weihenstephaner.de

SOURCE Samuel Adams

Erika Schermerhorn, Samuel Adams, +1-617-368-5091 ,
erika.schermerhorn@bostonbeer.com; Antonia Reich, Weihenstephan, +49 (0)8161 /
536 - 117, antonia.reich@weihenstephaner.de