BOSTON -- This year Samuel Adams here has enlisted a partner to help promote its OctoberFest beer.
The limited-edition beer, available from mid-August through October, is being tied to Sunkist California pistachio nuts. Together they are being merchandised in the beverage aisle, the lobby and the produce aisle.
"We wanted to generate more excitement and get out of the beverage aisle with the display," explained Julie Cohn, sales promotion coordinator for Boston Beer. "The co-b