Oktoberfest in June? Seasonal madness

Norman Miller

If you read this blog often, you’ll probably notice that I have one particular pet peeve – seasonals that are released waaaaaayyyy before the season they’re brewed for.

Last night, I got an email that instantly irritated me – the Paulaner brewery of German is releasing its limited edition Oktoberfest Wiesn early this year – this month. June. Oktoberfest beers on the shelf in June.

I enjoy Oktoberfest beers. They’re probably my favorite seasonal beer. But it’s June. Oktoberfest starts in September, so putting it out a month early in August is acceptable, but June.  It bothers me so much I may not drink the beer at all this year.

I know the reason – breweries want to be the first to get the limited space available for seasonals, but summer beers should still be on the shelf the month it actually becomes summer. The only way to battle early seasonal release is to not by the early-release seasonals. If breweries don’t make money releasing a beer early, they won’t do it.

Am I off about finding this ridiculous? What do you think about early seasonals?

Anyhow, here’s the release:


Paulaner Brewery Brings Oktoberfest Early this Year Exclusively for the US

LITTLETON, Colo. – Attention Beer Drinkers: Oktoberfest is coming early this year just for you, thanks to Paulaner Brewery. The Limited Edition Oktoberfest Wiesn is being brewed a month early and will be available on shelves exclusively in the U.S. by the end of June so the revelry of Oktoberfest can officially begin.

Paulaner’s Oktoberfest Wiesn is only brewed and distributed once a year in honor of Oktoberfest. This tasty golden lager has made its way to the U.S., but it was initially brewed and sold exclusively in Munich at the Oktoberfest grounds.   Wiesn is the German word for Meadow, named for the location of the Munich Oktoberfest celebration.  Wiesn remains the only beer being served in the Paulaner Oktoberfest tent, and now you can enjoy it in your own home!

With the early debut of the Paulaner Wiesn comes a convenient new packaging. This year, for the first time the limited edition brew will be bottled and available in six-packs of single serve bottles. The six-pack you have been waiting for will join the rest of the Paulaner line-up in the refrigerated section, and will be ready for your enjoyment upon purchase.

Paulaner also released a new 15-bottle Oktoberfest Party Pack and, as of last week, it is already sold out, even before production of the pack. The Paulaner Wiesn is just as popular so jump on it before it runs out.

Paulaner has launched these great offerings that will make you feel immersed in German tradition, whether or not your plans lead you to Munich this fall.