Harpoon and L.L.Bean Celebrate Fall and Flannel in Latest Beer Collab

This fall, when the days start getting shorter, the leaves begin to change, and flannel season returns to New England, a fan-favorite craft beer will be on tap and in stores courtesy of Harpoon Brewery and L.L.Bean. The two iconic brands are collaborating to celebrate the return of Flannel Friday, Harpoon's amber ale tribute to fall in New England, inspired by the familiar traditions, outdoor adventures, and gatherings that make autumn the most anticipated time of year.

Now in its 10th year, Flannel Friday has grown from Harpoon employees’ weekly autumnal apparel choice into an annual fall tradition enjoyed by craft beer lovers throughout the Northeast. In collaboration with L.L.Bean, this year's Flannel Friday release features a refreshed packaging design from creative agency GYK that's inspired by the outdoor lifestyle brand’s iconic Bean of Freeport flannel, a fall wardrobe staple celebrating its 90th anniversary in 2026. Combined with Harpoon's 40th anniversary this year, Flannel Friday represents 130 collective years of New England craftsmanship and a commitment to bringing communities together outside.

Brewed to complement everything from epic hikes to chill weekends to tailgates, Flannel Friday is a balanced, crisp, and easy-drinking 5.7% ABV hoppy amber ale that embodies the spirit of the season. Falling between a Brown Ale and a Red IPA, Flannel Friday combines American hops with the subtle tasting notes of roasted caramel and toffee from Maine-grown malt.

“Flannel Friday has become one of the beers our customers look forward to the most every year because it captures what fall in this region is all about,” said Dan Kenary, Co-Founder and President of Barrel One Collective. “A decade ago, we wanted to offer our unique take on what a fall beer should be with our seasonal release—but now, with our good friends at L.L.Bean, we’re building on that tradition in a totally new way that I think any fan of fall would love.”

Inspired by Harpoon and L.L.Bean's shared belief that life's best moments happen outside, this year's collaboration extends beyond the beer itself. In addition to the return of Flannel Friday, the brands are introducing a limited-edition “Harpoon x L.L.Bean” scotch plaid flannel shirt that matches the same Bean of Freeport pattern featured on the packaging. Available in limited quantities across all three of Harpoon's breweries (Boston, MA; Windsor, VT; Manchester, NH), the exclusive apparel gives consumers a new way to embrace the season and get outside in style.

“Flannel Friday has become a fun and authentic physical manifestation of the outdoor lifestyle, encouraging everyone to gather friends and get outside,” said Nick Wilkoff, Chief Marketing Officer at L.L.Bean. “This partnership honors anyone who strives to ‘be an outsider’ and celebrates the traditions that connect us.”

To help fans create their own outdoor memories, Harpoon and L.L.Bean are also launching a sweepstakes featuring the ultimate Maine experience.

Between now and October 15, those who live in an eligible state can enter for the chance to win a trip for two to join the L.L.Bean Outdoor Discovery program, including a two-day/one-night Maine island kayak camping excursion (minimum age to enter/participate: 21+), along with a $2,000 shopping spree at L.L.Bean's newly reimagined flagship store in Freeport, Maine.

Available in multiple package formats and on draft, Flannel Friday will begin arriving on shelves in August at retailers like Walmart and Wegmans and throughout Harpoon's East Coast distribution footprint, while supplies last.