Ideo helps Samuel Adams reinvent the beer can

Ideo has helped develop the Sam Can for Samuel Adams Boston Lager – a new type of can that the brewer claims will bring drinkers closer to the drinking experience offered by a beer glass.

Samuel Adams prototype (right), next to standard can
An impression of the new can design

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.

Samuel Adams prototype (right), next to standard can
Samuel Adams prototype (right), next to standard can

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. 

An impression of the new can design
Samuel Adams prototype (right), next to standard can

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.

An impression of the new can design
An impression of the new can design

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.’

https://www.youtube.com/watch?v=JFgMLfTEz38

In other beer-can news, Budweiser is set to launch a bowtie-shaped can, which is structured to mirror the brand’s logo.

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Comments
  • Tom Lovett November 30, -0001 at 12:00 am

    I wouldn’t drink directly from a can, it can be fatal.

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