The "Sam Can" is cleared for takeoff.
The "Sam Can," as it's known among beer drinkers, was unveiled to much fanfare in May after Samuel Adams founder and Chairman Jim Koch reversed his longstanding position that beer was best served in bottles. Koch claims Boston Beer spent two years and $1 million dollars to build a better beer can.
"Cans have gotten quite good today. (Ours) has a unique shape and a different lid, which means you get noticeably more flavor," said Koch. "It's not huge. I would call it a slight but noticeable difference, but it was an improvement over the standard beer can."
What's not slight is the boom in canned beer, which made up 53 percent of the market last year, versus 48 percent in 2006, according to industry trade group the Beer Institute. The number of craft brewers canning their beers has expanded from fewer than 50 in 2008 to 262 in 2012, according to industry website Craftcans.com.