If you’ve been to your local bottle shop recently, you may have noticed that Samuel Adams Boston Lager underwent a bit of a facelift. The bold new look for The Boston Beer Co. is a “return to our roots and to the spirit of Samuel Adams, the great Revolutionary patriot,” says founder Jim Koch, a guy loved by beer geeks around the world.
Koch has left behind the more cartoon-like illustration of Samuel Adams that we have all come to know over the years, replacing it with a photo of the Samuel Adams statue that sits in front of Faneuil Hall in downtown Boston. It’s easy to forget that the American revolutionary who adorns this label inspired Koch to start his own craft beer revolution. While the label has undergone an update, the liquid thankfully remains unchanged.
The Samuel Adams re-brand is well-timed. Craft lager is no longer living in the shadow of craft ale. Lagers are being newly appreciated because they are tough to make. And, in terms of craft beer history, Boston Lager is a straight-up legend. It’s a beer that deserves being revisited often for its clean and delicious caramel layers, as well as the Noble hop notes on the back end.
Grab a six-pack and get reacquainted with one of the beers that started the entire craft craze.