The can now used by Sly Fox was first debuted by Crown Holdings at the FIFA World Cup soccer tournament in South Africa in 2010 as part of a partnership with SABMiller.
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."