Sam Adams Is Going to Have a New Look

The Boston Beer Co. is redesigning Sam’s packaging and bottles based on the success of its limited-edition and seasonal beers. “From a packaging perspective, I would like to think that if you walk into retail shelves, I’m going to say three weeks from now, you will see a different look and feel for the Sam Adams packaging on the brand,” CFO Martin Roper said. “There is still the very recognizable iconography, but I think you will see that we have updated it and created a nice billboard.” [Boston Business Journal]