Product Launch - US: Anheuser-Busch InBev's Beck's Sapphire

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.

Original source: Company Release