April, 1998The new winter seasonal from Boston Beer Company, Samuel Adams White Ale, is a fresh American version of a classic Belgian style, an unfiltered wheat ale, white-gold in color, with a rounded, spicy tang. Because of its pale color and its beautiful cloudy glow, the style is often referred to as "white" beer.
In the Belgian brewing tradition, the use of spices has a long and storied history, so the brewers of Samuel Adams have used at least seven spices in the White Ale. One of the more interesting is known as "Grains of Paradise", historically believed to be an aphrodisiac. Boston Beer Company founder Jim Koch makes no claims in this regard, but takes great pleasure in pointing it out at every opportunity.
Mr. Koch supported the launch of Samuel Adams White Ale with a cross-country personal appearance tour. He met with distributors and sales personnel, appeared on a variety of radio shows and sat for countless interviews with the press.
"Samuel Adams White Ale is not an attempt to copy the traditional Belgian brews", Koch told us while on a stop in Minneapolis. "This is an American White Ale."
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