The project’s code name — Bunker Hill — hinted at the formidable challenge Boston Beer Co. faced: could the craft brewery that revolutionized American beer put its Sam Adams lager in a can without sacrificing the taste millions of consumers expect with every sip?
For decades, company founder Jim Koch snubbed aluminum containers because of the metallic flavor they impart to liquid. His resolve cost the Boston-based brewer millions of dollars in potential revenue from airlines and sports arenas, a price Koch said he paid to preserve the quality of a brew whose tagline until recently was: “Take pride in your beer.”
Comments
This will change everything.
sweet...maybe i can start drinking beer again
I'm curious to see those cans over here in europe as soon as possible...
Sam Adams is certainly bent on revolutionizing the beer delivery system. They recently designed the perfect drinking glass. A 14 oz. capacity, laser etched beauty that restaurants and bars pretend is 16 oz.
Pride in your beer? Purist? Refresh my memory, but isn't this the same outfit that used to gush about their "Boston" beer when it was actually brewed in Pennsylvania? A lot of craft beer people, and certainly me, won't touch their stuff because of this.