Beck’s Sapphire makes U.S. debut


Press Release:

(St. Louis, MO) – 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.

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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.

8 thoughts on “Beck’s Sapphire makes U.S. debut

  1. two years to develop the bottle? how long did it take to develop the crap they’re putting inside?

  2. It took them 2 years to come up with the bottle, as if people will get some sort of benefit from that. I’ll try it for curiosity sake, and as a lapsed Beck’s drinker

  3. The 1st to embrace a green bottle while others stayed with brown. Hooray, skunkier beer!
    “the product debuted at high-end New Year’s Eve occasions nationwide” I’m sure it cost more than a single bottle of Dark Lord that was for sale on ebay.

  4. I’m highly skeptical of anything owned by AB-InBev or MillerCoors, especially when they go around absorbing German breweries and changing the recipe with adJUNKs and all that crap to make it cheaper. I might pick it up and try just out of curiosity but not expecting much

  5. I’m drinking one right now, and unfortunately, this beer is a cidery mess. I actually like beck’s octoberfest (and their dark is not a crime against beer), but this Sapphire is horrible. I predict this will be another inBev extinction (like golden wheat, american ale, etc ad nauseum). When will they figure out that better beer = better sales? This tastes like worst homebrew failure (bottle-conditioned at 90+ temps with corn sugar).

  6. I think it taste pretty damn good! I was looking at the premium beers and saw Becks Sapphire tucked away. It caught my eye. I love trying new beers and bought a 12 pack. I am glad I did, its a good tasting beer. It reminds me like a fall type of beer that is not so bitter. It has great flavor, very rich and smooth. I drink my beers at room temperature, which I believe brings out more flavors. If you haven’t tried it yet, give it a shot if you enjoy fall style beers such as Oktoberfest styles.

  7. The people who would drink this beer have never bothered to read about beer on the internet, otherwise they would immediately have no interest in drinking the crap that is handmade to appeal to idiots.

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