The Myth of Drinking Heady Topper from the Can: A Closer Look

In the vibrant world of craft beer, few topics generate as much discussion and debate as the proper way to enjoy iconic brews. Recently, a debate resurfaced across various beer forums, particularly on Reddit. The topic? The recommendation to consume Heady Topper and Focal Banger straight from the can rather than pouring them into a glass—an idea that some find simply perplexing.

Understanding the Marketing Strategy

At first glance, it might seem trivial to address this notion. Yet, it is essential to clarify that this “drink from the can” ideology primarily serves as a clever marketing strategy employed by The Alchemist brewery. This approach fosters a unique drinking experience, distinguishing their products from others in the crowded IPA and DIPA market.

When patrons sip Heady Topper or Focal Banger from the can, it not only enhances their personal experience but also provides a powerful branding opportunity for The Alchemist. Each can enjoyed in public acts as free advertising, showcasing their label and sparking conversations among beer enthusiasts. Furthermore, the notion that the beer tastes better directly from the can can lead to confirmation bias; people may believe their experience is superior because they were told it would be.

The Reality of IPA Formulation

It’s crucial to understand that the formulation of Heady Topper and Focal Banger is not uniquely different from other highly regarded IPAs. If drinking directly from the can was truly the “correct” way to experience these brews, one could make similar claims about any hop-forward double IPA. This notion ties back to earlier discussions in the brewery’s rise, suggesting that cans were recommended initially due to the hazy appearance of the beer—which some found unappealing. Ironically, in recent times, breweries have faced scrutiny for intentionally increasing the haze of their beers.

Can Design: An Advantage?

While it might be tempting to claim that special can designs enhance the drinking experience, The Alchemist has not innovated any groundbreaking technology in their can design. In fact, other breweries, like Samuel Adams, have created cans specifically shaped to direct aromas toward the drinker, providing a more scientifically grounded argument for their drinking recommendation.

Mixed Messages from the Founder

Even the brewery’s founder, John Kimmich, presents inconsistent reasoning for suggesting that drinkers refrain from using a glass. In a 2013 Q&A session, he emphasized that beer is meant to be