Christmas is in the air in Cleveland -- and it's only October.

Great Lakes Brewing Company kicked off the unofficial start of the holiday season on Thursday with the annual first pour of its popular Christmas Ale brew.

Although doors didn't open until 11 a.m. -- with the first pour coming shortly after that -- customers, many of whom were dressed in their holiday best, began lining up outside the brewery located in Ohio City at 8 a.m. to get their first tastes of 2017. Thursday marked the 25th year Great Lakes has released its most recognizable seasonal brew, which features holiday spices and sweet honey -- as well as a 7.5 percent ABV.

Per usual, Santa was on hand to carry in the first keg of Christmas Ale, which GLBC insists is brewed not by its own employees, but by elves. Festivities -- including a special holiday-themed food menu -- will continue throughout the day and into the night.

For photos from Thursday morning's first poor, check out the gallery below.

ALSO: WKYC Channel 3's Dave "Dino" DeNatale went to Great Lakes Brewing Company during Thursday's edition of Donovan Live to check out the fun.