Yes, we can, says Boston Beer Co

By: Andy Morton - 20 February 2013 16:41

Boston Beer Co founder Jim Koch has long been no fan of the can, believing glass superior to aluminium in the delivery of beer to mouth.

Seems like he's changed his mind.

Yesterday, we reported that Boston Lager will soon be available in the “Sam Can”, Boston Beer Co's first aluminium offering, named after its Samuel Adams brand. "In the past, I had my doubts," Koch said. "But cans have changed."

The Sam Can has a wider lip, which apparently helps deal with one of Koch's main bugbears - that air can't circulate in the palate as well with cans as with bottles. Of course, it'll also solve that other problem for Koch – that only selling lager in glass bottles severely limits your customer base. With its new-fangled can, Boston Beer Co takes another step into the mainstream.