The Boston Beer Company has commissioned a new glass that is designed to make beer taste better. According to Boston.com, the Samuel Adams Boston Lager Pint Glass has "more curves than (Red Sox pitcher) Josh Beckett throws in an eight-inning outing." Yankees fans and can-crushing traditionalists may dislike Boston Beer's new design, but company president Jim Koch is smiling from ear to ear. "If the beer tastes better, you sell more beer," Koch explains. Today, the Boston Lager Pint Glass is the best-selling item at Koch's Sam Adams brewery.
The secret of the Boston Lager Pint Glass is its shape. According to marketing materials from Samuel Adams, beer drinkers can't help but notice the vessel's beaded rim, which "creates turbulence, releasing aromas as beer enters the mouth". An outward-turning lip enhances "sweetness detection" while thinner walls keep a pint colder in a beer drinker's hands. Glass designers who enjoy a cold one from time to time will also appreciate the "nucleation site lasered into the bottom for increased hop aroma release". But will they feel like they've been left out of the party?
Unlike most beer glasses, Koch's creation isn't the product of glass designers or even marketers. Instead, the Samuel Adams Boston Lager Pint Glass was inspired by a French wine expert who joined Boston Beer's board and convinced Koch about the importance of glassware design. After personally testing 150 types of beer glasses, Koch submitted sample vessels to TIAX Laboratories of Cambridge, Massachusetts. "This was unique", TIAX's Jonaki Egenolf explained, "the first time anyone took a close look at beer glassware".
TIAX scientists first established a flavor profile for Sam Adams Lager in both bottles and kegs. They then compared 20 to 30 glass designs for specifications such as rim angle and top diameter. Later, TIAX flavor experts conducted an in-depth study which tested more than a dozen new designs. Finally, a winning prototype was named and then handed off to a German glassmaker. "We were not wearing the hat of a consumer or industrial designer", Egenolf told Boston.com. Jim Koch "didn't want us to focus on aesthetics. It was all about qualities like 'mouth tingle'."
So how do beer drinkers like the new Samuel Adams Boston Lager Pint Glass? Although college students may be disappointed that the glass will not, as Koch explains, "make Natty Light taste like Sam Adams", bar owners in the Boston area are cashing in. As Mark Kadish of Allston explains, the new glass is "comfortable to hold" and "really does affect the taste" of beer. Kadish's Sunset Grill & Tap serves 112 different brews, but don't accuse him of being a suds snob. "I'm a guy who'll happily drink beer out of a Dixie Cup."
|