Sam Adams, known for being the beer drinker’s domestic go-to, has recently launched an ad campaign for their black lager. It’s in the typical vein of Sam Adams commercials, a lot of chit chat from the brewery workers and of course founder Jim Koch. In his usual “I’m not a beer guy” disguise and manner of speaking he describes the art of crafting Samuel Adams Black Lager. And you know what? We think its pretty darn cool.

So often the norm of beer advertising is a bunch of shirtless dudes running around hitting volleyballs at hot, un-assuming young women (a part I’m not totally mad at), or a tongue-in-cheek joke about a good wingman or magic beer-fridge, etc. I am actually impressed with the latest ad campaign from Samuel Adams and their new Black Lager. This lead me to their Web site where they have 15 videos that give you an idea of who Samuel Adams is as a brand and the techniques they employ for making beer.

Having never actually consumed a black lager, I was intrigued by the advertisement (as I type I’m enjoying one). Although certainly not a stout, which happens to be my end-all for a relaxing weekend, Samuel Adams Black Lager has a bold flavor - the kind that lets you know you are drinking a “real” beer. It’s not thick like a stout, but it does have a similar flavor. It’s a pretty awesome beer, where most stouts leave you feeling a little full, Black Lager doesn’t fill you up but still delivers great taste. I highly recommend it for anyone scouring the beer section at their grocery store, on the hunt for something new.

Check out Samuel Adams videos here.