While many of the innovations tout a better drinking experience, there is a marketing element to it, too."What's next may be cool, it may be setting themselves apart. But there is a point where it becomes gimmicky and it loses its functionality and its form and its integrity," Thiel said. Sam Adams' Koch agrees: "If it doesn't make the beer taste better, then don't do it just to get noticed," he said. "The customer will reward you with more of their business if you give them a better tasting product than their alternatives." ___ Michael Felberbaum can be reached at http://www.twitter.com/MLFelberbaum .