Samuel Adams Launches Non-Alcoholic IPA With High-Tech Beer Pacing Device

Sam Adams is introducing its first N/A Beer ever, with a limited edition device that will help you pace yourself through the upcoming national basketball tournaments and beyond…

The Insulated Pacing Apparatus (The I.P.A., get it?) is a high-tech beer cooling and counting device that prompts drinkers when it’s time to swap in a “pacer” beer to extend their beer drinking occasions. And the “pacer” beer they’re hoping you’ll turn to is Just The Haze, Sam Adam’s new non-alcohol Hazy IPA, which we’ve tried and have to admit is pretty damned convincing.

With built-in motion sensors, a vibration system and LED lights, Sam Adams’ high-tech device “activates” after every second beer, signaling that it’s the perfect time for a pacer beer.

The I.P.A. also features cooling insulation to keep beer chilled and has a USB port so drinkers can recharge it ahead of their next beer drinking session.

See The I.P.A. in action here.

“We knew we had to do something big to introduce our first non-alcoholic beer to drinkers nationwide,” said Matt Withington, Director of Marketing, Samuel Adams….

“Innovation is in our DNA and illustrated at its best not only in this revolutionary beer, but in how we’re bringing it to drinkers. As the Official Beer Sponsor of the Big East Tournament, we know Sam Adams drinkers are looking to stay in the game longer, so with Just The Haze and The Insulated Pacing Apparatus, we set out to prove that non-alcoholic beers can fit seamlessly into any drinking occasion and even extend good times.”

Samuel Adams brewers spent two years crafting Just The Haze to ensure that its new IPA offered a full-bodied India Pale Ale that delivers everything you’d expect from a juicy New England IPA, just not the buzz.

As a beer lover and brewer, the challenge of creating a non-alcoholic IPA was one myself and my team took very seriously,” said Christina Hahn, Manager of Brewing R&D, Samuel Adams…

 “We seized the opportunity to bring a full-flavor, craft non-alcoholic beer to drinkers, taking notes from international brewing experts and adapting brewing technology to meet our highest expectations. We brewed countless iterations before arriving at the beer that is Just The Haze: an uncompromising, world-class IPA that just happens to be non-alcoholic.”

And beer lovers can enter for a chance to win a limited-edition beer cooling, counting and pacing device at samueladams.com/pacewithtaste.