The Rise of Samantha Adams.
The Rise of Samantha Adams.
This Halloween, Samuel Adams is tapping into the witchy history of Salem in their backyard by introducing alewife and witch Samantha Adams. Once feared and executed in 1692, Samantha has returned to the present day—where being called a witch is no longer a death sentence, but rather a point of pride—to unveil her enchanting elixirs in the form of three limited-time brews.
Samantha Adams then tempts beer lovers everywhere to tap into their wicked side.
On social, we introduce Samantha Adams by having her conjure content to tease the release of her witchy beer trio.
Enchanting the Ale-gorithm
Bewitching Beer Caves
Samantha Adams stirs up trouble in the beer aisle. She’s transforming grocery and liquor store beer caves into her very own witch lairs.
Samantha Adams brings a taste of Salem to the Sam Adams brewery in Boston. This 21+ haunted brewery tour immerses guests in the terrors of the Salem Witch Trials. The brave beer lovers who make it through are treated to a free tasting of Samantha Adams’ hauntingly good brews.
Brewhouse of Horrors
Ale Alchemy Kits
Two crafts come together in one box. Channel the mischievous magic of Samantha Adams, as she has crafted signature incantations for each of her three brews: one to enlighten, one to indulge, and one to embolden. Use the curated tools and charms inside the kit to awaken and enhance each enchantment.
Alamo Drafthouse
To deepen her legend, we’re bringing Samantha’s backstory to the big screen. This horror short tells the tale of an alewife accused of witchcraft in 1692 who casts one final curse — and vows to return. For a truly wicked experience, catch the premiere of SAMANTHA at Alamo Drafthouse. Enjoy a special themed menu to pair with all three of the Samantha Adams beers while you watch.
Blumhouse x Samuel Adams Presents: SAMANTHA
Art Director: Nathalie Lopez (Me) Copywriter: Demi Apostolakos