With Oktoberfest celebrations becoming morecommon, brewers and on- and off-premise retailersare getting increasingly creative in supporting the fall fest and its beers, resulting in surprising and unexpected promotions for beer lovers. The tactics could go a long way in spreading awareness about the centuries-old German tradition and driving beer sales for retailers in the early fall.

Midwestern grocer Schnuck Markets teamed up with Missouri’s 4 Hands Brewing on an exclusive Oktoberfest beer last year, and according to the retailer, customer response was so strong that Schnucktoberfest will return this year. Matt Maxfield, associate category manager at the 114-store chain with locations in Missouri, Illinois, Indiana, and Wisconsin, says that while the company has partnered with brewers on seasonal beers in the past, “this is the first where we’ve incorporated our company name in the branding.” Produced in a traditional Oktoberfest style, Schnucktoberfest was merchandised in coolers, stacked near 4 Hands core brand displays, and placed close to other fall displays, Maxfield says. The brew was also cross merchandised with items like bratwurst and pretzels. Schnucks category manager Julie Dean says Schnucktoberfest appealed to the stores’ craft beer consumers, who “always look for something new and unique to add to their rotations.”

Oktoberfest beers are also being highlighted at retail stores that are not particularly known for beer offerings. Redneck Wine Co., a wine shop in Tampa, Florida, held its first Oktoberfest beer tasting last fall, and beer buyer Adam Sageser says, “the event went pretty well, considering that it took place the night before a hurricane hit the area.” The tasting featured about a dozen beers—a mix of brews from Germany, such as Weihenstaphaner Oktoberfest, and U.S. craft brewers—and was priced at $15 a customer. “We thought it would be a good opportunity to showcase our beer selection,” Sageser says, noting that the wine shop stocks crafts and imports in four cooler doors. German finger foods were served and “some brave staff members even donned Oktoberfest outfits,” he adds. Sageser notes that he hopes to host the event again this year.

J.S. Barnett’s Whiskey House in Waco, Texas is another venue where Oktoberfest celebrations are unexpected. “Even though we focus on whisk(e)y, we support all adult beverages,”says director of operations Neal Simpson. “We believe we have a pretty great beer selection.” Barnett’s has promoted Oktoberfest events—ranging in length from a single day to two weeks—for several years. In addition to its own events, the whisk(e)y bar has even partnered with the local community organization City Center on an Oktoberfest-themed street party in downtown Waco. Last year’s day-long celebration, held on the venue’s outdoor patio, featured traditional fest brews (16-ounce pours were $7-$9) like Paulaner Oktoberfest, as well as local craft breweries’ interpretation of the style, such as Shiner Oktoberfest and Waco Ale Co.’s Über Alles. A similar event is planned for this year, Simpson says.

Abstract Realm and New France brewing companies in Pittsburgh, meanwhile, believe Oktoberfest can be celebrated all year. The breweries—which are both housed in the city’s historic Hazelwood Brew House building—collaborated on a “Halfway to Oktoberfest” celebration in late March. Abstract Realm owner Jason Short says that because the Brew House features both a beer garden and rooftop deck, the two brewers—both of which recently opened—wanted a unique way to celebrate the arrival of spring while utilizing the outdoor space. “Our first major event was a traditional Oktoberfest weekend-long celebration last September, which was very successful,” Short says. “So, we came up with ‘Halfway to Oktoberfest,’ and we had a good response.”

For last year’s Oktoberfest celebration, Abstract Realm released Drei Brauer Oktoberfest beer, which, in addition to the Brew House, was available at a handful of on-premise accounts and Pennsylvania beer distributors. For the spring event, the brewery produced Halfway to Munich marzen brew. Short notes that two kegs of that beer were held back and will be served as this year’s Oktoberfest celebration. Another “Halfway to Oktoberfest” is already in the works. “We’re excited to be a part of the Pittsburgh brewing community and contribute to its strong
German heritage,” Short says of the biannual events.