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Continued: Cans make comeback in craft beer

  • Article by: MICHAEL FELBERBAUM , Associated Press
  • Last update: July 3, 2013 - 7:47 PM

While many of the innovations tout a better drinking experience, there is a marketing element to it, too.

“What’s next may be cool, it may be setting themselves apart. But there is a point where it becomes gimmicky and it loses its functionality and its form and its integrity,” Thiel said.

Sam Adams’ Koch agrees: “If it doesn’t make the beer taste better, then don’t do it just to get noticed,” he said. “The customer will reward you with more of their business if you give them a better tasting product than their alternatives.”

 

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