Poor Sam Adams. He can never get into parks, sporting events, most beaches. After all, he's a glass bottle, so often prohibited from public places. Well, fear not, Mr. Adams, you've got a bright summer ahead.
The Boston Beer Co. 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.”
Samuel Adams Boston Lager in cans will be available in 12-packs nationwide for a suggested retail price of $14.99-17.99