The News Courier in Athens, Alabama

Lifestyle

July 5, 2013

With some tweaks, cans make comeback in craft beer

(Continued)

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."

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