"We're the number one selling craft nitro stout in America right now," said Lennert. "We've opened a lot of people's eyes to what nitro beers can do. Having Sam Adams and others come into the category only brings more attention to it."
While Boston Beer spent millions to research and develop its widget canning line, Left Hand does not rely on widgets to infuse its beers. The nitrogen is released with a hard pour from the bottle.
But don't ask Left Hand employees anything more about how the process works.
"Just like in the movie Fight Club, the number one rule of nitro is we don't talk about nitro," Lennert joked. "We'll help anyone out with anything, except that. We spent a couple years and a couple hundred thousand dollars to figure it out and it's not an easy process."
While Koch doesn't expect the new nitro line to be a high volume category, he expects store owners will be willing to make space for something a little different on already crowded shelves.
"I think what retailers will tell you is maybe we don't need one more IPA or one more Hefeweizen. There's a lot of styles that are heavily duplicated," he said. "So our feeling was that to really deserve more shelf space we need to do something special and unique. When they have zero nitro craft, then they might be willing to put in two or three."
Koch said he hopes the exposure Samuel Adams will bring to the category will encourage more craft brewers to begin to experiment with the style.
"To me it's the new frontier in the brewer's art" he said. "I hope it will lead to other craft brewers beginning to explore these as well."