The German brewery designed a new beer can that mimics the shape of a champagne flute in a move to differentiate itself from competitors as well as appeal to more sophisticated events

For all the thought and testing that goes into creating the signature look of a beer can, the shape remains nearly identical from brand to brand. German beer company Beck’s was looking not only for a way to stand-out, but to create a can that would boost the beverage to the premium market. The answer? Make it look more like a champagne flute.

The new can, called Le Beck, holds the same beer that the company prides itself on brewing but in a more sophisticated container. With the help of creative agency Serviceplan Group, the brand is looking to distribute these new cans at high-class events, like galleries, classical concerts and other exclusive venues as a means of boosting its image to a more premium market. The initial response when the cans first debuted in Germany this March was so positive, the brand will now be available world-wide, so customers around the world can enjoy beer with an upgraded image.

Watch the ad for this new luxury look below:

Beck’s

For all the thought and testing that goes into creating the signature look of a beer can, the shape remains nearly identical from brand to brand. German beer company Beck’s was looking not only for a way to stand-out, but to create a can that would boost the beverage to the premium market. The answer? Make it look more like a champagne flute.

The new can, called Le Beck, holds the same beer that the company prides itself on brewing but in a more sophisticated container. With the help of creative agency Serviceplan Group, the brand is looking to distribute these new cans at high-class events, like galleries, classical concerts and other exclusive venues as a means of boosting its image to a more premium market. The initial response when the cans first debuted in Germany this March was so positive, the brand will now be available world-wide, so customers around the world can enjoy beer with an upgraded image.