This bubbly isn’t Champagne

In a stagnant beer market with cans suffering from an image problem, Beck's elevated the perception of its premium beverage by changing its can into a champagne flute. The drinks, called le Beck’s, were served at sophisticated venues where wine is usually consumed, like classical music concerts, art galleries, and exclusive private and public events in Germany. It elevated the look of the brand while elevating the experience of drinking beer. The response was so great that Beck’s is considering launching the “beer flutes” globally. We’ll put on our black tie and drink to this outside-the-can idea.

See how it looks here.