Alvarado Street Brewery ratchets up Oktoberfest celebration with an event on Colton lawn.

Warm weather in September is one thing that Monterey has in common with Munich. In fact, it was for this reason that Oktoberfest is held in September as opposed to October, according to Alvarado Street Brewery marketing manager Brock Bill. 

Bill explains that Oktoberfest was originally a wedding celebration in the 17th century. “It got moved to September because the weather was better and that’s literally it,” he says.

Alvarado Street Brewery is no stranger to celebrating Oktoberfest. The event took place last year at the ASB Bistro in Carmel where, according to Bill, several people turned out in lederhosen and dirndls.

This year, ASB owner J.C. Hill has something more to celebrate: He returned from earning a brewmaster title after spending seven months in Munich last year honing his craft at Doemens Academy. Since Bill grew up in Massachusetts attending Oktoberfest celebrations since he was a toddler, the two saw the perfect opportunity to go all out with the 2025 celebration, expanding it to the lawn at Colton Hall. It takes place from 1-5pm Saturday, Sept. 20. 

“This is our first bigger event we’ve ever done,” Bill says. “This is a little bit more our style.”

The sold-out event promises a beer-fest vibe, which will include two 60-foot communal tables underneath a tent, traditional food and celebration like the ones he remembers growing up. He also says people are welcome to bring chairs or blankets and Oktoberfest attire is highly encouraged but not required.

Ticket-holders receive a commemorative gold-rimmed stein for beer and festivities. In addition to seven of their own, including a first-ever radler beer and a non-alcoholic root beer, ASB staff will be pouring over 30 different beers representing brewers as far east as Colorado.

“We invited all of the breweries to come and enjoy it,” Bill adds. “You’ll be able to chill with brewers from all over the United States.”

Sampling beer will not be the only centerpiece of the event. Bill and his team have come up with a full itinerary of traditional Oktoberfest events for all ages, including a stein-holding competition, sack races, maypole dancing, flower-crown making and a tug-of-war challenge with Monterey’s firefighters. Oktoberfest food will also be available, like large pretzels and plenty of sausage and bratwurst, courtesy of Chef Todd Fisher of The Meatery in Seaside, including one that uses ASB’s Mai Tai IPA. 

Pacific Street will be closed between Jefferson and Madison streets to accommodate tap trailers and vendors during the event. In sticking with Oktoberfest tradition, Bill wants to keep it local by involving agencies like the Monterey Fire Department and local artisans.

“I want Monterey to be known for this amazing Oktoberfest every year,” he says. “You’re not able to drink from a glass in a beautiful public space that often in life.”