Bottled on 8/4/26 so it's definitely this years and I know I was shocked to find Sierra Nevada Celebration in stores last year on October 30th but seriously Deschutes?

It's enough to make me wanna sing:

"For every season(al) beer, turn, turn
They keep coming sooner, churn, churn, churn
Spring beers in winter, summer beers in spring
Ofests in July's now a regular thing
Fall brews in summer who's gonna be first?
To get on the store shelves and slake our creep-thirst?
Winter beers are here well before fall begins
This seasonal-creep is a shame and a sin
(if you've got some verses feel free to join in!)
Any time is good to crack open a beer
I drink them over there and also right here
and there's a tiiiiime for realizing it's just funny........"

"To every season(al) beer, turn, turn
Drink 'em whenever, turn, turn, turn........"

They release it so early so it can age a few months and be in prime condition for Christmas. Buy now, drink later!

LOL! I'm with you on this. The spice level is a bit much initially, but after a few months it's jusssttttt right.

Been on the shelves around here for a few weeks already.

Buy your Christmas tree at Costco & place a sixer of Jubelale under the tree. You're all set 'til the 25th of Dec.

Really?!? All the way out in the middle of the Pacific nowhere?!? Damn!

It’s going to be out of stock before anything close to the holidays. Just so immensely dumb.

Seasonal creep is an abomination and a hill I absolutely will die on.

Yeah, we just went ahead and celebrated Halloween, Thanksgiving, and Christmas last weekend. There’s no use fighting it.

Good plan

Hey, it could be worse: all the Aussie Christmas beers are winter drinkers, but we're sweltering in 35C (95F) heat by then. We need our Christmas beers released early so we can drink them in the right conditions!

Cheers!

Or, have Christmas in June.

Don't worry, we make good use of that get-out-of-jail card!

Cheers

As I've said many times before, it's always Oktoberfest somewhere..............

And X-Mas somewhere.......

And certainly beer-thirty everywhere.....everything.....all at once......

Shit at this rate we will have spring beers in November.

ISO

That may be the point. A former coworker told me that products hit retail shelves as early as possible to get a jump on the holiday buying period. The thinking is, people will spend their holiday budgets early and run out before the holidays arrive. Merchandisers want to get their products out sooner to catch the sales before people run out of money. This might be why we see beers show up several months early, they don't want to be late to the (cash) party.

Oh I fully agree, but that quest for always being the first eventually has to have a breaking point. Otherwise taken to (il)logical extremes we'll be seeing Holiday beers by Independence Day, and at some point someone will have to look up and realize the plot was lost a long way back.

For example - I had to run to Lowe's yesterday, and they were in the process of tearing down their Halloween displays to put up Christmas lights and trees. A full 6 weeks before Halloween. And I know full well that none of the Christmas stuff (lights, etc.) will be restocked after some point in early November. I mean eventually the cycle becomes so illogical it has to collapse under it's own stupidity.

However, the real problem is us, the consumer. If we don't buy the beer when they push it early, they'll stop pushing it early. But, asking modern Americans to use even the slightest bit of self-denial is a fools errand.