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Beck's Wants More Premium Drinkers
By: AdAge
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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.


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This was originally published on AdAge. A link to the original story follows this post. www.adage.com
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