In January, within two weeks of each other, Sam Adams and New Belgium announced changes to their flagship beers. Respectively, Boston Lager and Fat Tire put these breweries on the map. And for many, these are the gateway beers that made them craft beer fans, so this is a huge deal. Let’s take a deeper look at the changes and I’ll share my thoughts on the new versions of these craft beer classics.
Let’s break this down beer by beer because the changes happening to each aren’t the same even though it may appear that way at first glance.
Boston Lager Remastered
The beer that sparked the craft beer revolution, Boston Lager, is a staple in bars, restaurants, and entertainment venues across the nation. Before the explosion of craft beer over the past decade, Boston Lager is the beer that you could count on ordering while out and about as the sole craft beer on tap. We’ve all had it and could probably pick it out of a blind taste test.
The changes that Sam Adams is making to Boston Lager are extremely strategic but also subtle. For some of these, you may not even notice some of elements that changed without someone telling you.
First up, the branding / name of Boston Lager, the look isn’t changing and “Remastered” has been added to the name. This means that you’ll recognize it when searching your grocery store beer aisle. While I’m just speculating, I can see them dropping the “Remastered” in the future, once beer drinkers become accustomed to the new version.
What about the beer itself? This is where the change is happening but it might not be what you’d think. Most will assume the recipe is changing, it isn’t. To quote their Press Release, ” Boston Lager Remastered still uses Founder and Brewer Jim Koch’s great-great grandfather’s mid-19th century original recipe and has evolved the brewing process to reduce filtration by adding a traditional German practice of biological acidification, resulting in a brighter, easier-drinking beer.”
So, the recipe is the same, but how does the process change impact the drinking experience? Most of the marketing around this beer is pointing to it being a “brighter” beer. And it is. The look of the beer is brighter in color, and I’d say the flavor is a touch brighter too. But it is still very much, Boston Lager.
The differences are slight but noticeable to those that frequently enjoy Boston Lager. I find the aroma of the original to be much heavier from the Hallertau hops. For some it is a bit too intense. The Remastered version provides a more balanced hop presence throughout including a nice hop finish that I didn’t get in the original.
Other than that, I find the body to be slightly lighter without sacrificing flavor. To me, that means enjoying Boston Lager even more than ever before.
Fat Tire Ale
Next up, let’s check out the changes to Fat Tire. Just like Boston Lager, many view this beer as a true classic in the craft beer world. Years ago, I recall people trying to get their hands on Fat Tire before it was distributed nationwide. Fat Tire put New Belgium on the map and has continued to be their flagship.
Let’s take a look at the changes to the brand and look of the beer. Unlike Boston Lager, the changes aren’t subtle at all, it is a full rebarnd. The name change is pretty subtle but what it represents is huge. From Fat Tire Amber Ale to Fat Tire Ale. The Amber is gone – I’ll discuss that more below.
The look is completely different as well. With new branding, it will look like a new beer on the shelf and not just a tweak to a classic. I think that is very intentional as they want this to look and feel completely new.
Inside the packaging, the beer went through just as much of a change as the branding. Fat Tire Ale is a completely different recipe than Fat Tire Amber Ale. This makes sense since it is no longer an Amber Ale. For diehard Fat Tire fans, this could be a bit of an issue.
With a brand-new recipe, comes a whole new flavor. It is light in appearance (color) and flavor. From their Press Release, “With a reimagined recipe, the new Fat Tire Ale is easy drinking, with a medium body, crisp finish, and deep gold color. The bright flavor profile offers subtle caramel and floral aromas and light bitterness.”
And I’d agree, the original had body, full flavor, and was a true Amber ale in color too. This new version is the polar opposite of all of those things. So, if you didn’t like the original, go try the new one, it might be more your speed. For me, I already miss the original.
My Gateway Craft Beer: Sam Adams Cherry Wheat
Final Thoughts On These Two Craft Beer Classics
Many will ask, why make a change to these craft beer classics? I think that is relatively easy, these beers have a lot more competition than they’ve ever had. Both breweries want their flagships to continue into the future and so a change was made to reinvigorate these beers.
It is quite ironic that both breweries are changing these classic craft beers at the same time. But what is most interesting is the different path that each took. Sam Adams improved their process with the original recipe and tweaked the look. The result is a very similar beer. While Fat Tire is new in every way, the recipe, the look, the name, and the flavor.
In a way, they’ve both taken a huge risk. For Sam Adams, if new consumers don’t try Boston Lager Remastered then the changes weren’t worthwhile as they didn’t impact their exposure to craft beer drinkers. And for Fat Tire, I’d have to think most diehard fans will move on to something else since the new recipe is completely different. However, if they attract a whole new market of drinkers then they’ve done what they set out to do, even if I’m a bit sad that the original is gone.
Are these better for the changes? For Boston Lager, I say yes. For Fat Tire, I say no. But go try these craft beer classics are decide for yourself.
One thought on “Two Craft Beer Classics Are Changing”
I haven’t had the New Sam Adams but a little concerned as it’s a staple on my refrigerator. I also pick up a few Fat Tire 12 packs throughout the year and I have tried their new version….and it’s not good. I can’t imagine why they didn’t just keep the original and brand this as Fat Tire Light. I encourage anyone who’s a fan of the original to contact New Belgium and let them know your thoughts!