Boston Beer Co Inc (SAM) Opens Up a (Better) Can

Page 1 of 2

Earlier this week, Boston Beer Co Inc (NYSE:SAM) provided an interesting little nugget for investors when it announced that its flagship beer, Samuel Adams Boston Lager, will finally be available in cans beginning this summer.

What’s the big deal?
In the past, founder and chairman Jim Koch has said he’ll always remember the advice his father gave when he started the company: “People don’t drink the marketing, they drink the beer.” From the very beginning, Boston Beer has gained notoriety for its borderline obsessive emphasis on the quality of its products. Of course, that doesn’t mean Boston Beer can’t spend its fair share on marketing; to the contrary, the company plans to increase its advertising, promotional, and selling expenses by between $18 million and $26 million in 2013.

Nonetheless, Boston Beer’s core message has remained the same all the while, from its “Freshest Beer” program to its current slogan, “For the Love of Beer.” How, then, could a company known for its focus on quality over quantity — and with a founding chairman who notoriously prefers to drink out of a glass, but will settle for a bottle — haphazardly throw its beer into a can? After all, even as the industry created cans with a lining to minimize any metallic taste, Koch still remained resilient to the idea.

Reinventing the can
Now calm down, all you craft beer purists; you can rest assured that Koch, true to form, applied his usual zeal to developing the ideal can to represent his products, spending nearly three years and more than a million dollars before he was satisfied with this result:

Source: Boston Beer

So how is this custom can supposed to maximize your drinking experience?

According to company representatives, the effort required the packaging expertise of Ball Corporation (NYSE:BLL), know-how from design firm IDEO, and taste and sensory input from 30-year industry veteran Roy Desrochers of GEI Consultants. With the task at hand seeming insurmountable at times — and the project aptly named “Bunker Hill” – Jay Billings of Ball even stated, “We thought Jim would eventually change his mind and he’d just come around. It took us a long time to understand that Sam Adams was not going to go in a standard 12-ounce beverage can.”

Desrochers, for his part, offered the following take on the can:
I worked with Jim and the other brewers at Sam Adams on an ergonomic and flavor study to understand the benefits of the new can. 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.
Page 1 of 2
blog comments powered by Disqus
Insider Monkey Headlines
Insider Monkey Small Cap Strategy
Insider Monkey Small Cap Strategy

Insider Monkey beat the market by 52 percentage points in 24 months Click to see monthly returns in table format!

Lists

The 10 Laziest Countries in the World

The 10 Most Polluted Countries in the World

The 10 Most Dangerous Cities in America 2014

The Top 10 Gold Producing Countries in the World

The 10 Tallest Buildings in the World

The 10 Richest Stand Up Comedians in the World

The 10 Fattest Countries in the World

The 5 Best Summer Jobs for Teens

The 10 Most Religious Countries in the World Keeping the Faith

The 10 Most Educated Countries in the World

The 10 Most Popular Cell Phones in the World

The 10 Drunkest Countries in the World

The 10 Most Expensive Private Schools in the World

The 10 Smallest Countries in the World

Walking Dead Season 5 Spoilers You’ll Wish You Didn’t Know

The 10 Poorest Countries in the World

The 10 Greenest Countries in the World

The Top 10 Countries with the Highest Population in the World

The 10 Most Visited Countries in the World

The Top 10 Star Wars Characters in the Iconic Series

The 10 Most Expensive Android Phones in the World

5 Reasons Why The Illuminati Is Real and a Threat to Society

The 6 Scariest Halloween Costumes Ever Screamed At

The 4 Biggest Hedge Fund Managers in the World Today

The 15 Most Densely Populated Countries in the World

The 10 Biggest Tea Drinking Countries in the World

Top 6 Ways to Improve Your Checkout Process and Close Sales

The 5 Most Profitable Online Businesses You Can Start Today

The 20 Most Profitable Hospitals in the US

The 5 Most Profitable Home Businesses to Start

The 7 Teams that Will Win the Stanley Cup in 2015

The Top 10 Most Expensive Digital Cameras to Snap Stunning Shots With

The 10 Highest Quality Fast Food Restaurants In America Today

The 8 Best Halloween Decorating Ideas to Spook Up Your House

10 Marvel Women that Should Get a Movie Right Now

The 20 Best Remixes of Popular Songs that Will Make You Forget the Originals

7 Most Expensive Cities in the World

5 Least Expensive Cities in the World

10 Celebrities Who Believe In Scientology

10 High Margin Food Products to Build a Business Around

The 10 Most Expensive Clothing Stores in the United States to Get Decked Out At

The 5 Biggest Kickstarter Scams That Swindled Backers’ Donations

The 10 Most Expensive Boarding Schools In the World

50 Crazy Facts About Japan You Won’t Believe

Top 10 Least Expensive Hybrid Cars to Save the Planet With

The 10 Biggest ‘Gate’ Controversies in History

The 10 States with the Highest Nursing Shortages Leaving Their Hospitals Depleted

The 10 Best Value Investment Blogs that Every Investor Must Read

The 6 Cheapest Boarding Schools in Europe 2015

The 5 Most Expensive Cars To Insure in the World

Subscribe

Enter your email:

Delivered by FeedBurner

X

Thanks! An email with instructions is sent to !

Your email already exists in our database. Click here to go to your subscriptions

Insider Monkey returned 47.6% in its first year! Wondering How?

Download a complete edition of our newsletter for free!