Trick-or-treating the liquor store
How important has Halloween become to the beer industry? Important enough that Jack-O-Lantern-clad, pumpkin-based seasonal beers such as Southern Tier Pumking, Midnight Sun T.R.E.A.T. and New Belgium Pumpkick can be seen on shelves
before Labor Day
According to market research group
, seasonal beer sales have jumped between 15% and 26% since 2009, even as overall shipments declined. Big brewers
/SABMiller joint venture MillerCoors have started offering pumpkin selections as part of their Michelob and Blue Moon lines, while
offers a couple of pumpkin beers under its Samuel Adams brand.
Meanwhile, the overall wine, beer and spirits industry views Halloween as second only to New Year's Day or the Super Bowl -- depending on which company representative you ask.
, maker of Captain Morgan rum, has had no problem pairing its pirate pitchman with Halloween promotions.
costumes are in high supply on
, while fans of
Dos Equis' "Most Interesting Man In The World"
are left to their own devices to make their booze-soaked Halloween costume wish come true.