Samuel Adams To Launch Boston Lager In Cans

                 Samuel Adams To Launch Boston Lager In Cans

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

PR Newswire

BOSTON, Feb. 19, 2013

BOSTON, Feb.19, 2013 /PRNewswire/ --Samuel Adams announced today that for
the first time it plans to offer Samuel 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

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

SOURCE Samuel Adams

Contact: Jessica Paar, Samuel Adams, +1-617-368-5060,
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