Samuel Adams engaged Ideo to undertake research and development into a new can, which was honed with the help of sensory expert Roy Desrochers from GEI consultants.
One of the findings was that much of what is perceived to be taste is actually smell, so the opening has been moved slightly further away from the edge of the lid and nearer to the drinker’s nose to help accentuate hop aromas.
A flared lip and wider top have been introduced in an attempt to emulate drinking from a glass, delivering ‘a more pronounced, more balanced flavour experience’ according to Desrochers, who says the extended lip makes the drinking experience ‘smoother and more comfortable.’
An hourglass ridge creates turbulence ‘to push out the flavour of the beer’ according to Samual Adams, which says that all of the modifications to a standard can design work in concert to improve airflow and aroma.
The can was tested to assess how it impacts flavour, and how its ergonomic form controls flow and the way beer hits taste receptors on the drinker’s tongue.
Samuel Adams is saying the difference between the new can and a standard one ‘will be modest’ but drinkers should notice the difference.
When the format launches in the US this summer it will be the first time Samuel Adams has been available in a can.
Founder and brewer Jim Koch says, ‘I wasn’t convinced that Boston Lager would taste as good as it does from a bottle.’
In other beer-can news, Budweiser is set to launch a bowtie-shaped can, which is structured to mirror the brand’s logo.