Samuel Adams Boston Lager cans to hit shelves in Canada for the first time

Samuel Adams Boston Lager cans to hit shelves in Canada for the first time 


    --  Brewers Developed "Sam Can" After Two Years of Sensory Research
    --  Scheduled to Launch at the LCBO Just in Time for the Holidays
        2013

BOSTON, Dec. 6, 2013 /CNW/ - Samuel Adams today announced they will be 
releasing Samuel Adams Boston Lager in a 473ml can in Canada, following the 
successful launch of their newly designed beer can in the United States 
earlier this year. The new can design - the result of two years of ergonomic 
and sensory research and testing, and the first can ever released from Samuel 
Adams - 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 Canada this month.

"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 Samuel 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 the can we designed 
provides a slight, but noticeably better drinking experience than the standard 
beer can. We've heard from drinkers in the United States who have tried Boston 
Lager from the new can, and they agree."

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 Samuel 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 will also notice 
that the extended, curved lip of the can will deliver 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, without compromising the taste of his first and favorite beer, Samuel 
Adams Boston Lager. Celebrating the flavors and ingredients in Boston Lager 
is what 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. "Based on our research, and the feedback 
we've received since the Sam Can first launched in the United States earlier 
this year, we believe we have a vessel that gives our drinkers the best 
tasting Samuel Adams in a can."

Samuel Adams Boston Lager will be available in a 473ml can in Canada, first 
launching in Ontario at LCBO stores this month, for a retail price of $2.85.

ABOUT THE BOSTON BEER COMPANY:
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 
www.samueladams.com.



SOURCE  Moosehead Breweries Limited 
Kyle Asselstine Moosehead Breweries 647-799-0586 ext. 3006 
kyle.asselstine@moosehead.ca 
Suzanne Pace Samuel Adams 617-638-0022 ext. 5198 
suzanne.pace@bostonbeer.com 
Image with caption: "Samuel Adams Boston Lager is now available in a newly 
designed 473ml can, exclusively at the LCBO. The new can design aims to 
provide a drinking experience that is closer to the taste and comfort of 
drinking beer from a glass. (CNW Group/Moosehead Breweries Limited)". Image 
available at:  
http://photos.newswire.ca/images/download/20131206_C8344_PHOTO_EN_34626.jpg 
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CO: Moosehead Breweries Limited
ST: Massachusetts
NI: FBR FOD NP  
-0- Dec/06/2013 13:45 GMT