Halloween has the power to ignite a multitude of fears, from the spooky and supernatural to the fear of the unknown, but this season, Samuel Adams is specifically tapping into cenosillicaphobia—the fear of an empty beer glass. The results of a new survey commissioned by Samuel Adams revealed that 38% of American beer drinkers admit that cenosillicaphobia is a relatable fear, and 20% of American beer drinkers report that they would rather run into an ex than have an empty beer glass.
For those who want to challenge their fear, Samuel Adams is introducing Beer Fest, Fear Fest, "an OctoberFest-themed haunted experience where drinkers are challenged to carry a full-to-the-brim pint glass of the #1 fall seasonal beer through a series of jump scares." Every unshakable drinker who makes it out with a full glass will be rewarded with a season's supply of OctoberFest.
Spooky Beer Challenges
For Halloween, Samuel Adams is Tapping into the Fear of an Empty Beer Glass
Trend Themes
1. Cenosillicaphobia - Samuel Adams taps into the fear of an empty beer glass, revealing that 38% of American beer drinkers relate to cenosillicaphobia.
2. Beer Fest, Fear Fest - Samuel Adams introduces Beer Fest, Fear Fest, an OctoberFest-themed haunted experience that challenges drinkers to carry a full pint glass through jump scares.
3. Rewarding Drinkers - Samuel Adams rewards unshakable drinkers who successfully complete the Beer Fest, Fear Fest challenge with a season's supply of OctoberFest.
Industry Implications
1. Brewing - The brewing industry can explore strategies to address the cenosillicaphobia fear of an empty beer glass and create unique experiences like themed haunted events.
2. Event Planning - The event planning industry has an opportunity to incorporate themed haunted experiences, like Beer Fest, Fear Fest, to attract and engage customers.
3. Consumer Goods - Consumer goods companies can explore promotional rewards, such as a season's supply of OctoberFest, to incentivize customer participation in unique experiences.