Beck’s New Beer Cans Are Shaped Like Champagne Glasses

German beer consumption has been steadily declining since a peak in the late nineteen-seventies, sending beer companies into panic mode to come up fresh ideas to revitalize the country’s drinking culture…ideas like beer cans shaped like Champagne flutes.

Here’s the deal…

AB InBev-owned German beer brand Beck’s has launched has a new aluminum beer can which is shaped like a fine Champagne flute, only, you know, made out of aluminum.

Crafted by the Munich-based agency Serviceplan Group, one of the largest owner-operated advertising agency groups in Europe and the biggest in Germany, the new Le Beck’s  was developed to upscale how drinking beer from cans is generally perceived, or as they so Teutonicly put it to earn an enhanced premium perception”

Beck’s and Serviceplan claim that these cans are “a first in world beer packaging,” and for better or worse, they are probably right about that.

The inspiration behind the new Le Beck’s packaging was to bring canned beer to venues and events where it is not traditionally consumed.

According to Beck’s the new cans have already seen trial runs in art galleries, classical music concerts and other “exclusive” events in Germany. Due to the “overwhelming response” (read no one laughed out loud) Beck’s is now considering launching the beer flutes, which are laser engraved and finished in brushed aluminum, globally.

This from a clearly excited Susanne Koop, marketing manager at AB InBev Germany…

“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”.

And although we don’t begrudge Ms. Koop her enthusiasm about Beck’s new packaging update, we can’t help but reflect on how Budweiser’s Bowtie-shaped Cans were received in the states when they were briefly introduced back in 2015.

All image credits: Beck’s