Butterbeer Season is a new global Harry Potter franchise initiative to annually celebrate the flavor, scent and look of the iconic beverage fans will recognize from the magical wizarding world. Butterbeer was first introduced in Harry Potter and the Prisoner of Azkaban and quickly became a fan favorite symbol of joy, comfort, warmth and togetherness. Now, every March through early May, fans around the world will have the opportunity to experience Butterbeer in new and unexpected ways during Butterbeer Season. Look out for new treats, limited-edition products, events, and activations to celebrate the joy of Butterbeer.