ARTISTS FROM THE WORLD OF MUSIC TAKE OVER BECK’S LABELS
Limited-edition art label bottles available now in both on and off trade
12th September, 2012, London – Beck’s beer continues its long-standing support for the world’s most original artists by showcasing the work of four top talents from the music world on the front label of all 275ml Beck’s Pilsner bottles until mid-October.
Currently, all Beck’s Pilsner 275ml bottles feature one of four original designs created exclusively for Beck’s. The artists featured are singer/songwriter M.I.A. from London, indie rock band Bloc Party from London, music photographer Anton Corbijn from The Netherlands and reggae/dancehall band Seeed from Germany.
“These limited edition art label bottles enable customers both in the on trade and off trade to provide something different to consumers. We are always looking to support artists who are doing really interesting and ground-breaking work. The work that may go unnoticed at first, but can’t be ignored,” said Fabienne Rollot, European Marketing Director, Beck’s. “We are excited to enable our customers to be able to share these creative ideas with Beck’s drinkers around the UK.”
Beck’s has a 25-year history of supporting independent creative talent. Through our Art Label initiative the brand has promoted pioneering art and music, having sponsored artists such as Tracey Emin, Damien Hirst and Jeff Koons. Beck’s selected the four artists for the new Beck’s labels based on the originality of their accomplishments in the music world.
The limited edition labels are now featured on 275ml Beck’s Pilsner bottles across on trade outlets and in the off trade on 6, 12 and 24 packs in multiples and convenience. In the off trade, eye catching, colourful secondary packaging has been created which stands out on the shelf. The launch of the labels is being supported with a Facebook app where fans can create their own poster and be in with the chance of winning a trip to Berlin amongst other prizes*.
About the artists:
M.I.A. – London
M.I.A. is certainly no newcomer to the field of design. According to the Rolling Stone Magazine, this exceptionally talented Grammy-nominated artist is among the ten most defining musicians of the 2000s. A mixture of politics, social awareness and an inimitable blend of various genres, her music is currently attracting praise from fans and international critics. So it was a must to get M.I.A. interested in Beck’s Art Labels and turn this newly created platform into an expressive outlet.
Bloc Party – London
Musicians have every right to dabble in art. And indie rock can happily mix with electro club music – this has been proven definitively by Bloc Party with their debut album in 2005 and now once again with their Beck’s Art Label. No other band epitomises the blend of indie and electro like Bloc Party, alias Kele, Russell, Gordon and Matt. After singer Kele’s solo excursion, Bloc Party have now freshly reunited in 2012 with a new album and new live shows. The Beck’s Art Label by Bloc Party is linked to their new album and was designed by guitarist Russell. Each ring stands for a band member and for the four letters in Bloc Party.
Anton Corbijn – The Netherlands
Anton Corbijn is the photographer among the Beck’s Art Label musicians – after all, there are virtually no pop stars who haven’t been captured by his lens. As a film director, the Dutchman became a star himself as a part of pop culture. His Beck’s Art Label shows him as Ian Curtis, the deceased singer of the cult band Joy Division. The photograph “a.curtis” is one of a whole series of deceased artists with whom Anton Corbijn had a close relationship. His relationship with Ian Curtis was particularly special, when he moved to England in the seventies, it was the work done for Curtis which laid the foundation for his international career.
Seeed – Germany
Mixing reggae, dub and dancehall doesn’t sound like a typical idea coming from Germany, but Seeed got this creative blend into the German charts over a decade ago. With his solo release “Stadtaffe”, front man Peter Fox brought out the most successful album of 2009 – and now Seeed are finally back together and ready to go, according to official information provided by the band, the new album is almost finished. Seeed were enthusiastic about the idea of creating a Beck’s Art Label from the word go. As its background story, the Berlin-based band produced a very elaborate and mysterious film in which the crowned “E” from the Art Label has a key role to play.
Beck’s is a leading global beer brand sold in nearly 90 countries. For more information on Beck’s limited-edition art bottles visit Facebook.com/BecksVier.
* Terms and Conditions apply, over 18s only. The promotional periods are intermittent between 10:00:01am on 17.08.2012 and 10:00:00am on 20.09.2012
About Anheuser-Busch InBev
Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with an American Depositary Receipt secondary listing on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer and one of the world’s top five consumer products companies. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands – those with the greatest growth potential such as global brands Budweiser®, Stella Artois® and Beck> ‘> s®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseröder® and Jupiler®. In addition, the company owns a 50 percent equity interest in the operating subsidiary of Grupo Modelo, Mexico’s leading brewer and owner of the global Corona® brand. AB InBev> ‘> s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, AB InBev leverages the collective strengths of its approximately 116,000 employees based in operations in 23 countries worldwide. In 2011, AB InBev realized 39.0 billion US dollar revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit: www.ab-inbev.com.