Beck's turns its beer cans into a wine flutes to attract premium drinkers

Limited edition cans have been handed out at galleries, concerts and events

Published On
Jun 12, 2018

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With mainstream beer a stagnant market, Beck's has chosen an unusual strategy to attract new drinkers --make it look like wine.

In the hoping of boosting its premium image, the Anheuser-Busch-owned German brand has created a limited edition range of beer cans in the shape of champagne flutes, which have been handed out at "galleries, classical concerts and exclusive private and public events," renaming the brand as "Le Beck's" for the occasions.

Agency Serviceplan was behind the design, which involves a luxurious brushed aluminum finish with an engraved label design, and claims it is a first in beer packaging.

The special edition cans were unveiled in March in Germany, but due to the response, Beck's is considering mass-producing Le Beck's for the worldwide beer market.

Credits

Date
Jun 12, 2018
Agency:
Serviceplan-Hamburg
Brand:
Beck's
Global Chief Creative Officer, Serviceplan:
Alexander Schill
Managing Partner:
Markus Kremer
Managing Partner:
Thomas Heyen
Executive Creative Director:
Michael Wilk
Executive Creative Director:
Wolf Eike Galle
Management Supervisor:
Lars Holling
Senior Account Manager:
Sabrina Schwartz
Copywriter:
Joy Chakravorty
Photographer:
Johann Cohrs
Editing:
Dennis Fritz
Vice President, Marketing:
Diego Belbussi
Director, Marketing:
Arnaud Hanset
Marketing Manager:
Susanne Koop

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