Samuel Adams brewing beer in a can
It’s the news some beer fans have been waiting for: Soon, you’ll be able to crack open a cold can of Sam Adams.
The Boston Beer Company announced Tuesday that cans of the brewery’s flagship Samuel Adams Boston Lager should be on store shelves by early summer.
“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,” founder and brewer Jim Koch said in a statement. “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.”
And it’s not just any old can. The BBC spent two years and $1 million developing the ergonomic “Sam Can,” working with the same company that designed the first Apple computer mouse.
Drinkers should be able to taste the difference, according to “sensory expert” Roy Desrochers.
“Although subtle, this can delivers a more pronounced, more balanced flavor experience – something that was very important to the brewers,” Desrochers said in the BBC statement. “The extended lip of the can also creates a smoother, more comfortable overall drinking experience.”
Craft beer drinkers are reaching for cans more often than they used to. According to industry watcher Brewbound.com, sales of canned craft beer have skyrocketed in the last few years, from $1.2 million in 2008 to $13 million by July 2012.
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