Release Samuel Adams to Launch "Sam Cans" of Boston Lager in Summer 2013

Discussion in 'Beer News & Releases' started by Todd, Feb 18, 2013.

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  1. Todd

    Todd Founder (5,550) Aug 23, 1996 California
    Staff Subscriber

    Brewers Develop “Sam Can” After Two Years of Sensory Research; Scheduled to Hit Shelves Just in Time for Summer 2013

    BOSTON (February 19, 2013) – Samuel Adams announced today that for the first time it plans to offerSamuel Adams Boston Lager in a can – but not just any can. The new can design – the result of two years of ergonomic and sensory research and testing – aims to provide a drinking experience that is closer to the taste and comfort of drinking beer from a glass. The “Sam Can,” as the brewers call it, will hit shelves in early summer 2013, just in time for drinking occasions that call for the convenience of a can such as sporting events, boating or the beach.

    “The debate over bottles vs. cans has been a sticking point for brewers in the craft beer community for years,” says Jim Koch, founder and brewer of Samuel Adams. “In the past, I had my doubts about putting Sam Adams in a can because I wasn’t convinced that Boston Lager would taste as good as it does from a bottle. But cans have changed. And I believe we’ve designed a can that provides a slight but noticeably better drinking experience than the standard beer can.”

    Koch and the other brewers at Samuel Adams first worked with can manufacturer Ball Corporation to understand can design, technology, and how to package premium beer in cans. The brewers then worked with a design team at IDEO, a recognized global design firm, and finally enlisted the help of sensory expert, Roy Desrochers of GEI Consultants. Desrochers, a recognized beer flavor expert for the Master Brewer’s Association of the Americas (MBAA), has provided counsel to the brewing industry for almost three decades. With Desrochers’ help, Koch studied every aspect of the new can, from how it could potentially impact the flavor of Samuel Adam’s flagship Boston Lager to the ergonomics of how the beer flows from the can and hits the taste receptors on a drinker’s tongue.

    “I worked with Jim and the other brewers at Sam Adams on an ergonomic and flavor study to understand the benefits of the new can,” says Desrochers. “The flared lip and wider top of the new Sam Can work in concert to deliver the beer in a way that makes the flavor closer to drinking out of a glass. Although subtle, this can delivers a more pronounced, more balanced flavor experience – something that was very important to the brewers. The extended lip of the can also creates a smoother, more comfortable overall drinking experience.”

    The difference in drinking out of the new can as compared to a standard can will be modest, but drinkers should notice enhanced flavors and a more comfortable experience. The position of the can opening and wider lid, naturally opens up the mouth allowing for more air flow and positions the drinker’s nose closer to the hop aromas of the beer. A little known fact is that most of what we think we taste is actually what we smell – that’s why it’s hard to taste food with a stuffed up nose. Drinkers also noticed that the extended, curved lip of the can delivered the beer to the front of the palate to maximize the early enjoyment of the malt sweetness.

    Koch’s end goal in developing a new can is to provide drinkers with the best possible Boston Lager drinking experience when they prefer the convenience of a can, like on the golf course or at the beach, without compromising the taste of his first and favorite beer, Samuel Adams Boston Lager. Celebrating the flavors and ingredients in Boston Lager is what also led to the development of the Samuel Adams Boston Lager Pint Glass in 2007, also the result of a lengthy research project to enhance the beer drinking experience.

    “The new Sam Can required a million dollar investment in special equipment tooling along with time, research and testing. This new can will also cost more than the standard can to produce. It may seem a little crazy to make that kind of investment, but we felt the slight improvement in the drinking experience was worth the expense. We made decisions based on the beer, not on the bottom line,” Koch explains. “We’ve done tastings here at the brewery, with Sam Adams drinkers and our experts, “and now, we’re proud to launch Samuel Adams Boston Lager in cans. We have a vessel that gives our drinkers the best tasting Samuel Adams in a can.”

    Among the many advantages of cans is that drinkers prefer cans in certain circumstances where bottles are often not allowed or convenient, such as beaches, parks, pools, sporting events, boats and airplanes. Samuel Adams Boston Lager in cans will be available in 12-packs nationwide beginning early summer, for a suggested retail price of $14.99-17.99 (price varies by market).

    The Boston Beer Company began in 1984 with a generations-old family recipe that Founder and Brewer Jim Koch uncovered in his father’s attic. Inspired and unafraid to challenge conventional thinking about beer, Jim brought the recipe to life in his kitchen. Pleased with the results of his work, Jim decided to sample his beer with bars in Boston in the hopes that drinkers would appreciate the complex, full-flavored beer he brewed fresh in America. That beer was aptly named Samuel Adams Boston Lager®, in recognition of one of our nation's great founding fathers, a man of independent mind and spirit. Little did Jim know at the time, Samuel Adams Boston Lager soon became a catalyst of the American craft beer revolution.

    Today, The Boston Beer Company brews more than 50 styles of beer. It relentlessly pursues the development of new styles and the perfection of classic beers by searching the world for the finest ingredients. Using the traditional four vessel brewing process, the Company often takes extra steps like dry-hopping, barrel-aging and a secondary fermentation known as krausening. The Company has also pioneered another revolution, the 'extreme beer' movement, where it seeks to challenge drinker's perceptions of what beer can be. The Boston Beer Company has been committed to elevating the image of American craft beer by entering festivals and competitions around the globe, and in the past five years has won more awards in international beer competitions than any other brewery in the world. As an independent company, brewing quality beer remains its single focus. Although Samuel Adams beer is America's largest-selling craft beer, it accounts for only one percent of the U.S. beer market. The Boston Beer Company will continue its independently-minded quest to brew great beer and to advocate for the growth of craft beer across America. For more information, please visit

  2. Providence

    Providence Initiate (0) Feb 24, 2010 Rhode Island

    One step closer to my dream: Noble Pils in 16 oz. cans.....
  3. tacosandbeer

    tacosandbeer Aspirant (276) Sep 24, 2010 Nebraska
    Beer Trader

    I feel the same way about their Hallertau Imperial Pils...
  4. JackHorzempa

    JackHorzempa Poo-Bah (3,103) Dec 15, 2005 Pennsylvania

    “The difference in drinking out of the new can as compared to a standard can will be modest, …”

    “The new Sam Can required a million dollar investment in special equipment tooling along with time, research and testing. This new can will also cost more than the standard can to produce. It may seem a little crazy to make that kind of investment, but we felt the slight improvement in the drinking experience was worth the expense. …”

    I think that the benefits of canning beers are: lighter packaging and 100% impervious to light. If the brewery has a ‘good’ canning line the other benefit is very little dissolved oxygen in the packaged beer (but a ‘good’ bottling line provides this same benefit).

    So, how to drink a canned beer? For me it is very simple; pop the can and pour it into my favorite beer glass. Unless I am out camping, canoeing, etc. I never drink from a can. Drinking from a glass permits the aroma of the beer to fully reach your nose resulting in a more enjoyable overall drinking experience.

    JimKal, airforbes1 and Stormfield like this.
  5. Prh27

    Prh27 Initiate (0) Apr 24, 2012 Virginia

    Sounds good to me. In the summertime, I prefer cans when I'm busy outdoors (yardwork, camping, etc.) I was happy when SN started canning Pale and Torpedo and I'm equally excited about this.
  6. ThirstyFace

    ThirstyFace Initiate (0) Jan 11, 2013 New York

  7. Groomsy

    Groomsy Initiate (0) Sep 23, 2010 Kentucky

    Pretty darn excited about this. Will definitely be picking up cases for summer barbecues and mid-day oil changes/car work.
  8. BattleRoadBrewer

    BattleRoadBrewer Crusader (705) Oct 8, 2005 Massachusetts

    Hope they serve these on the US Air Shuttle as soon as the beer is released.
  9. AlcahueteJ

    AlcahueteJ Defender (661) Dec 4, 2004 Massachusetts

    Oh wow, I didn't even think of that. Sam Adams offered on flights would be awesome.
    JuniperJesus likes this.
  10. RichardMNixon

    RichardMNixon Zealot (515) Jun 24, 2012 Pennsylvania
    Beer Trader

    Their facebook comments thread is pretty hilarious right now. It's largely beer advocates cheering for cans vs. people who apparently think the bottle is the difference between Sam Adams and Busch Lite.
    ShogoKawada and GreenCoffee like this.
  11. HoptimusMax1mus

    HoptimusMax1mus Disciple (305) Jul 10, 2012 Arizona

    Yes. More camping beer options!!
    DelMontiac likes this.
  12. beerhan

    beerhan Defender (613) Apr 28, 2010 Ohio
    Beer Trader

    thank you for this! I learned that canned beer gives you alzheimer's and is bad for you yet Boston Lager only belongs in a keg?
  13. madmanjf

    madmanjf Disciple (315) Sep 18, 2005 New York
    Beer Trader

    The only thing left for me to anticipate and hope for is Sam Lager in those pressurized 5L mini-kegs that Heinekin uses.
  14. JediMatt

    JediMatt Initiate (81) Jun 18, 2010 Iowa

    Cool idea. Any more beers that come in more "outdoor-friendly" packaging is fine with me. :slight_smile:
  15. Kinsman

    Kinsman Champion (873) Aug 26, 2009 California

    Thanks for sharing that link. Pretty funny to read some of the comments but I think my favorite may be "
    Noooooooooooo!!!!!!!!!!! That's like taking a Ferrari to a drive thru car wash!"

    I love Boston Lager but it certainly ain't no Ferrari.
  16. ratbraz

    ratbraz Initiate (0) Jun 13, 2011 Pennsylvania

    I love cans for their convenience (light, no opener needed) plus they are far more easily recycled. But I don't know why its always assumed you will drink from the can. You definitely get more nose than drinking from the bottle, but unless I'm camping, I'm pouring into a glass...which is fun from a can because its slightly more difficult than with a bottle.
  17. Maxwell

    Maxwell Initiate (0) Apr 2, 2012 Massachusetts

  18. GreenCoffee

    GreenCoffee Initiate (0) Jul 2, 2012 Illinois

    This might be the best and most hilarious thing I've read so far this year.
  19. VelvetExtract

    VelvetExtract Poo-Bah (3,149) Jan 10, 2010 Massachusetts

    I thought I forever filled my quota of purchased Boston Lager when I just started getting into beer. Looks like I'll be dropping some more cash on it this Summer.
  20. BlackDragon

    BlackDragon Initiate (0) Feb 16, 2013 Michigan

    Many of you may know what I think of cans but I do see some of your points and can see some benefits my biggest issue is BPA and 2nd is I've had a Ten Fidy that tasted metallic Jim Koch has talked about both issues and I was wondering if anyone can tell me if his new can design addresses these issues?
  21. litheum94

    litheum94 Initiate (0) Dec 29, 2008 California

    I just talked to the Oskar Blues marketing rep, and he told me that there is no FDA approved, non-BPA can lining yet. They haven't figured out how to make it work yet. I would think that if it was BPA-free, they'd be marketing the hell out of it.
  22. bramsdell

    bramsdell Aspirant (278) May 27, 2011 North Carolina

    Periods. Not just once a month. Once a sentence.
  23. mintjellie

    mintjellie Defender (630) Oct 2, 2005 Ontario (Canada)

    Oleoresin-based enamel. It's used in some organic canned foods.

    dfillius and Chaz like this.
  24. DelMontiac

    DelMontiac Initiate (0) Oct 22, 2010 Oklahoma

    Fuh-can-eh, Jim!
  25. shawnohall

    shawnohall Initiate (0) Nov 8, 2009 Texas

    Would I be showing a firm grasp of the obvious by asking what the hell took them so long?
  26. UCLABrewN84

    UCLABrewN84 Poo-Bah (12,204) Mar 18, 2010 California

    They were too busy making commercials with the brewer with the large goatee-beard.
  27. shawnohall

    shawnohall Initiate (0) Nov 8, 2009 Texas

  28. shawnohall

    shawnohall Initiate (0) Nov 8, 2009 Texas

    By that way of thinking, Busch Lite would even the score when in bottles.
  29. shawnohall

    shawnohall Initiate (0) Nov 8, 2009 Texas

    When outdoors, although not optimal, you could pour it into a solo cup, the rednecks' pint glass.
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