News Brief

Sam Adams Launching Boston Lager In Cans

Starting early this summer, Samuel Adams Boston Lager will be available in cans for the first time, the brewer has announced.

Jim Koch, founder and brewer of Samuel Adams, said that the debate over bottles versus cans has been a "sticking point" for brewers in the craft beer industry for years -- but Sam Adams believes that it's designed a can that "provides a slight but noticeably better drinking experience than the standard beer can."

To create the new "Sam Can," Koch and other Sam Adams brewers worked with Ball Corp. for two years, conducting ergonomic and sensory research and testing. The position of the can's opening and its wider lid "naturally opens up the mouth, allowing for more air flow" and positioning the drinker's nose closer to the hop aromas of the beer, thereby enhancing the overall sensory experience, according to the brewer.

The can -- representing a $1 million investment in equipment and research -- was developed to provide the brand's fans with "the best possible Boston Lager drinking experience" in circumstances where bottles are inconvenient or not allowed, the company explained.

The canned lager will be sold in 12-packs nationwide, for a suggested retail of $14.99 to $17.99. 

 

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