Boston Beer Opens Up a (Better) Canhttp://www.fool.com/investing/general/2013/02/22/boston-beer-opens-up-a-better-can.aspx Steve Symington
February 22, 2013
Earlier this week, Boston Beer (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?
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 resistant to the idea.
Reinventing the can
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, 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:
Color me convinced, but now Boston Beer looks like the overachieving kid in science class. Sure, it may not have the enviable worldwide distribution channels and marketing muscle of behemoth competitors like Molson Coors (NYSE: TAP) or