(Boston, MA) – The Boston Beer Company’s Samuel Adams Octoberfest began to make its way out to the market in recent days.

Compared to last year, the arrival comes approximately one week earlier. CEO, Martin Roper, said at the time that they sold through Summer Ale faster than expected.

Samuel Adams Octoberfest will also make its debuts in cans this time around.

Don’t be surprised if Octoberfest is a point of discussion during the Q2 earnings conference call in two weeks.

The Boston Beer Company, Sierra Nevada and New Belgium have all started releasing their fall seasonals at this point.

Paulaner set the benchmark in June with its earlier-than-ever release of Octoberfest.