Description

Alvarado Street Brewery is proud to announce its first-ever large-scale Oktoberfest celebration, happening on Saturday, September 20, 2025, from 1–5pm on the historic Colton Hall Lawn in Monterey.

This landmark event is the culmination of years of passion for Bavarian beer culture shared by Alvarado Street Brewery’s leadership. Co-Founder and Brewmaster J.C. Hill studied brewing in Munich at the Doemens Academy, earning his Master Brewer certificate through the World Brewing Academy in partnership with Siebel Institute. His immersion in European brewing traditions has inspired Alvarado’s approach to lagers and has been dreaming of hosting a larger scale Oktoberfest event since he returned home last summer. 

Director of Marketing Brock Bill also brings a personal connection to Oktoberfest through his own German heritage. For years, Hill and Bill — together with their partners, family, and close friends — have celebrated the season by adorning lederhosen and dirndls, keeping Bavarian tradition alive locally. Hosting a full-scale Oktoberfest in Monterey is the natural next step for Alvarado Street Brewery’s vision.

The festival will feature more than 30 guest taps from 20+ acclaimed lagerbier makers across the U.S., plus six German-style lagers from Alvarado Street, including Festbier, Märzen, Rauchbier, Schwarzbier and Radler.

Culinary partner The Meatery, a family-run business led by Todd and Ada Fisher, has been a close friend of the Alvarado Street crew for many years. Known for making some of the best sausages on the West Coast, The Meatery dives deep into Oktoberfest traditions every year, and for this festival they’ll be serving a lineup of Bavarian-inspired specialties including Käsekrainer, Knack-Chos, the ASB Hoppy Bratwurst, giant Bavarian pretzels, and caramel apple strudel.

The event is also held in partnership with and to benefit the Monterey Firefighters Community Foundation, supporting their mission to serve the local community.

Festival highlights include:

• Traditional contests and games: Masskrugstemmen (stein-holding), sack races, tug-of-war, and Bavarian lawn games
• Entertainment: Music from DJBadDJ, blending traditional Oktoberfest sounds with modern beats
• Local marketplace: Booths from local makers and community partners
• Family-friendly fun: Kids 12 and under enter free with a parent or guardian

Guest Breweries:
Bierstadt Lagerhaus, Sante Adairius Rustic Ales, Hop Dogma, Humble Sea Brewing Co., Urban Roots Brewing, Ghost Town Brewing, North Park Beer Company, Fruition Brewing, Highland Park Brewery, There Does Not Exist, Heater Allen, Gold Dot, Other Brother Beer Co., Hops and Fog Brewing Co., Living Häus, Peter B's, Wondrous Brewing, Green Cheek Beer Co., Everywhere, Firestone Walker Brewing Company, Discretion Brewing and Cellarmaker Brewing.

Tickets are available now on Eventbrite. General Admission ($50) includes a gold-rimmed, European crystal 0.5L Bamberg tankard to keep, plus four beer tokens (one token = half pour, two tokens = full pour). A Designated Driver / Non-Drinker ticket is $15. Additional Beer tokens are $4 each within the festival.

Parking and Policies: Parking is available in nearby downtown garages and lots, as well as limited street parking up the hill. Please note: outside food or drinks are not permitted at the festival.