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Home | News | Marketing | The 'Sam Can' is here

The 'Sam Can' is here

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The Sam Can, a first for the Boston Beer Company

Sam Adams Boston Lager is to launch in cans

It has taken the Boston Brewing Company two years of research and testing, but they are finally ready to launch Samuel Adams Boston Lager in a can. 

As the brewer says, however, this is not just any can. The 'Sam Can'  will hit shelves this summer thanks to the efforts of not only the company itself, but that of can manufacturer Ball Corporation, design firm IDEO and sensory expert Roy Desrochers of GEI Consultants. 

Desrochers, a beer flavour expert for the Master Brewers Association of the Americas, joined with Samuel Adams brewer and founder Jim Koch to carry out an ergonomic and flavour study to understand the benefits of the new can. The two studied its every aspect, from how it could potentially affect the flavour of the beer to how the beer flows from the can and hits the taste receptors on a drinker’s tongue.  

“The flared lip and wider top of the new Sam Can work in concert to deliver the beer in a way that makes the flavour closer to drinking out of a glass", said Desrochers. "Although subtle, this can deliver a more pronounced, more balanced flavour 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 will be modest, the company has admitted, but it claims that drinkers should notice 'enhanced flavours and a more comfortable experience'.  The position of the can opening and wider lid will naturally open up the mouth, allowing for more air flow, positioning the drinker’s nose closer to the hop aromas of the beer.  

The extended, curved lip of the can has been designed to deliver the beer to the front of the palate in order to maximize the early enjoyment of the malt sweetness. 

“The new Sam Can required a million dollar investment in special equipment tooling along with time, research and testing", said Koch.   "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 also admitted to having had doubts about putting his beer in cans, but he believes that his research has paid off. “I believe we’ve designed a can that provides a slight but noticeably better drinking experience than the standard beer can", he said. 

Samuel Adams Boston Lager in cans will be available in 12-packs across the United States from early summer, at a recommended retail price of $14.99-$17.99 (£9.80 - £11.77), according to the market. 

Further reading

Boston rethinks EPS

Boston Beer ventures beyond the US



The Beer World Cup

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