Boston Beer Company has recently announced the launch of a “remastered” Samuel Adams Boston Lager, which the company will feature in an ad that includes comedian Lenny Clarke and former Celtics player Kevin Garnett. A 30-second version of the ad will air during the Super Bowl broadcast on February 12th.
The “remastered” version of Samuel Adams Boston Lager is currently being test marketed in New York state.
A Boston Beer press release said that the recipe itself hasn’t changed and that Boston Lager Remastered still uses Founder and Brewer Jim Koch’s great-great grandfather’s mid-19th century original recipe. Instead, the brewer has “evolved the brewing process to reduce filtration by adding a traditional German practice of biological acidification, resulting in a brighter, easier-drinking beer.”
According to a news release by Boston Beer wholesaler DeCresente, Boston Beer has “optimized their brewing process, worked with farmers to refine their hops and even revamped their glassware. Now, through a German Reinheitsgebot technique called Biological Acidification, Boston Beer has reduced steps within the filtration process and the resulting Boston Lager is brighter and easier drinking.”
See the ad spot here.