Or at least that’s what numerous the beer giants would want you to believe. The holidays are rapidly approaching and that means it’s time to have a couple.  You may want to escape your Aunt Edna, or maybe just relax and watch a game with your old college buddies.  Either way, nothing says holidays like an ice cold brew.  Below I’ve put together a little list of unique flavors that will be hitting shelves in the upcoming months.  The theme of the year appears to be chocolate, as both A-B and Miller Brewing Co. will be launching their own variations of chocolate lager.

Miller Brewing Co. recently announced they will be releasing a chocolate lager named for the company’s founder.  Frederick Miller Classic Chocolate Lager will hit six Midwest markets this month - Cleveland, Chicago, Minneapolis, Indianapolis, Valparaiso, Ind., and throughout Wisconsin.  The brew will remain on shelves through the end of the year, establishing itself at those two very small affairs known as the Holidays and New Year’s Eve.  Never heard of them …

“…the holidays are a good time to bring out a chocolate beer because it’s the time when people are indulging and going to parties,” said Pete Marino, a spokesman for the Milwaukee-based brewer.

Not to be outdone by their close, but still in second place rivals, A-B will also be launching a chocolate flavored brew.  A-B will release the chocolate beer as a part of their Michelob Celebrate line.  You may remember Michelob Celebrate from last holiday season, when A-B tapped the brand to release a “vanilla oak” lager.  Yummm?  This year Michelob Celebrate will benefit from being sold beyond just the tap, making its debut on store shelves in 4-pack bottles.  Coinciding with the release of the chocolote flavored holiday-themed beer, Michelob Celebrate will also have pumpkin flavored beer for the fall and a vanilla-flavored bourbon ale for the winter.  For some reason vanilla bourbon just sounds a lot better than vanilla oak, right?

Analysts point out the release of the beers may just be a ploy to restimulate consumer interest into a slumping beer market.  Many have been quick to point out the big boys have been taking cues from the growing craft beer markets as a means to bring back customers.  With the success of many small craft brewers experimenting with unique flavors, A-B, Miller, Coors and the others may have to play copycat to earn their customers back.  Stay tuned!