Beck’s releases beer can shaped like a Champagne flute

AB InBev-owned German beer brand Beck’s, in partnership with creative agency Serviceplan, has launched a new aluminium beer can which is shaped like a Champagne flute.

The new can, called Le Beck’s, was created by Munich-based agency Serviceplan in a bid to “earn an enhanced premium perception”.

Beck’s started releasing its beer in cans in 1954 and the shape has remained largely unchanged. The new cans are finished in brushed aluminium with laser and analogue engravings forming the beer label.

Beck’s and Serviceplan claim that the cans are “a first in world beer packaging”. The inspiration behind the packaging was to bring canned beer to venues and events where it is not traditionally consumed. As a result, the Le Beck’s cans have been trialled in art galleries, classical music concerts and other “exclusive” events in Germany. Due to the “overwhelming response” Beck’s is now considering launching the beer flutes globally.

Susanne Koop, marketing manager at AB InBev Germany commented: “Innovation is an integral part of the Beck’s brand DNA and Le Beck’s helps us to drive it further. Knowing exactly what we need in terms of positioning our brand as a legendary beer and then coming up with an innovative idea that challenges the very core of what a beer can should look like, Le Beck’s is a good example of why we trust Serviceplan as a strategic and creative partner. At the end of the day our consumers love it, we love it, and it perfectly fits our premium image”.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Show Coordinator

Speciality Drinks
London, UK

Key Account Executive

Berkmann Wine Cellars
London, UK

Sales and Marketing Director

New Generation Wines
London, UK

Brand and Marketing Manager

New Generation Wines
London, UK

Sales Director

Manchester Gin
Manchester, UK

Sales Account Manager x 2

Berkmann Wine Cellars
London, UK

Business Development Manager / Account Manager

Harviestoun Brewery
Glasgow, UK, Scotland West

Staff Writer

The Drinks Business
London, UK

Customer Services Administrator

Speciality Drinks
London, UK

Wines from Spain Annual Tasting 2019

London,United Kingdom
7th Mar 2019

RAW WINE London

London,United Kingdom
10th Mar 2019
Click to view more

The Global Riesling Masters 2018

View Results

Rioja Masters 2018

View Results

Click to view more