Beck’s Releases ‘Sapphire’ Pilsner, Targets High-End Consumers

ST. LOUIS – Beck’s, the number one German beer brand in the world, today introduced Beck’s Sapphire, a remarkably smooth and distinctive golden pilsner brewed with German Saphir hops. Inspired by the rarest sapphire gemstones, brewed to 6 percent ABV and served in an exclusive sleek black glass bottle, Beck’s Sapphire represents a new standard for premium beer in high-end occasions, and for the ambitious, confident consumers who experience them.

“Beck’s Sapphire continues and builds the great brewing tradition of the Beck’s brand,” said Paul Chibe, vice president, U.S. marketing, Anheuser-Busch. “Brewing with rare Saphir hops gives Beck’s Sapphire an incredibly delicious taste that will make you think differently about Beck’s.”

Beck’s Sapphire is brewed with German Saphir aroma hops, which are traditionally used as a finishing or conditioning hop. German Saphir hops give Beck’s Sapphire its distinctly smooth finish. It will be available at high-end clubs, bars and restaurants. It will also be available in grocery and liquor accounts nationwide in 12-oz black glass bottles in six- and 12-packs. Beck’s spent over two years developing a truly unique black glass bottle for Beck’s Sapphire.

As part of the marketing campaign supporting the launch of Beck’s Sapphire, the product debuted at high-end New Year’s Eve occasions nationwide. Consumers will also be able to experience the brand at pop-up locations in Beverly Hills in Los Angeles, on Michigan Avenue in Chicago, in SoHo in New York City and along South Beach in Miami. The brand launch will be sustained with a multi-faceted national advertising campaign throughout 2013.

For more details, please visit www.facebook.com/becksbeer or www.beckssapphire.com.

About Beck’s
For 140 years, Beck’s has been a champion of independent thinking. Beck’s was the first German beer to embrace a green bottle, for example, while its peers remained in brown bottles. While other German beers remained home-bound, Beck’s went abroad. Beck’s Sapphire reflects the legacy of independence and innovation that defines the Beck’s brand.

  • Jimmy Crackcorn

    I am inherently skeptical about any new brews from AB/InBev, but will try it out of curiousity nonetheless.

  • Toolguy2

    Probably similar to Bud black crown but with different hops

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  • StuBrew

    With great anticipation I purchased and tried this new arrival from Becks last night. In short, I am greatly disappointed, and want my money back. From reading the label this is not a German brewed Becks beer, it is a Budweiser product, now InBev, brewed in St. Louis, and it tastes like a Budweiser product. I’ve been deceived by the folks in marketing, and boy are they spending a lot of money hyping this thing up. All hype and no substance. It appears to be a retooled Budweiser Platinum. The head fades as fast as you pour it, indicative of a poor lager attempt. There is barely enough malt and hops to cover the boosted alcohol presence, which lends a nasty flavor to the beer. For a 6% beer it is lacking in both hops and an adequate malt backbone. It comes across as being a large flabby American made brew lacking anything of interest as compared to traditionally made German lagers. As Simon Cowell would say, “forgettable”. It is a shame that InBev is ruining the good Becks name and brand with marketing ploys such as this. It tarnishes the history and credibility of the Becks brand and German brewing altogether.