Sam Adams Lets Consumers Pick Next Craft Beer

Sam Adams is going to its customers to find the next beer to add to its Brewmaster's Collection next year.

Last year, 11,000
consumers helped Sam Adams
pick a new brew

Two, full-flavored craft beers are being sampled nationwide at dozens of local bars in key markets where tasters can cast their votes for their favorite as part of the brand's Beer Lover's Choice program. Two styles of beer are up for votes: Honey Porter, a retired beer that was first brewed in 1994 and brought back because of requests from fans. The second competitor is Smoke Lager. Smoked beers are relatively rare in the U.S. and Sam Adams wants to see what consumers think about the beer, the company said.

The times and locations for all tasting events can be found at SamuelAdams.com. Events will be held in Boston, Chicago, Charleston, SC, Colorado Springs, CO, Dallas, Las Vegas, New York City, Phoenix, Washington, DC, and other locations. The events began this month and will run through September. Tasters are given information about the brews and what to look for when trying them. The brew that receives the most votes will become part of the Samuel Adams Brewmaster's Collection beginning in January 2007. The collection is a mixed 12-pack that features a variety of Samuel Adam favorites.

"Our annual Beer Lover's Choice program gives these beer enthusiasts the opportunity to voice their opinions," said Jim Kock, founder and brewer of Samuel Adams beers, in a statement. "We're proud of both of these brews and eager to see which style is chosen as the favorite."

Sam Adams will take advantage of the events by also sampling three other style of beer: its flagship Boston Lager, Sam Adams Light and its current seasonal, summer ale (through mid-September) and October fest (starting late this month).

The event, now in its second year, is handled in house. Last year, more than 11,000 beer enthusiasts at more than 430 tasting events helped pick Samuel Adams Brown Ale (6,649 votes) over Samuel Adams Bohemian Pilsner (5,109) as the beer to join this year's Brewmaster's Collection. The Boston-based company offers 18 different styles of beer.

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