You know, you hardly ever see people drinking Beck’s at an art gallery opening. Or an opera. Or a charity gala. “What’s up with that?” Beck’s executives might have pondered. “Why is no one drinking our beer during fancy times?”
Clearly, they didn’t think it had anything to do with the beer itself. Instead, their solution was to work with a packaging company to come up with a brushed aluminum beer can shaped like a champagne flute, stem and all. (Has Miller High Life seen the memo yet?)
The Drinks Business reports the can—dubbed, no joke, “Le Beck”—debuted in Germany, but due to “overwhelming response,” the company is considering releasing the can-flute globally.
According to The Drinks Business, “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.”
Look, as a beer lover myself, I am all for beer asserting itself where it hasn’t traditionally been consumed: in fine-dining restaurants, with dessert, paired with cigars, etc. But to truly convince drinkers that it’s a sophisticated beverage with the same nuance and elegance as wine or liquors, beer is going to have to do more than show up in a rented tux.
Bottom line: It has to taste good. Beck’s, work on that first.