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Art focus returns for Beck's in the UK in latest activation

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The UK division of Anheuser-Busch InBev is readying the latest set of artist-created labels for its Beck's beer brand in the UK.

This year's activation, titled 'Be Kreativ', comprises Beck's labels created by Greg Coulton, Art + Believe, Charles Williams, Jonny Wan, Nomad Clan and Nicolas Dehghani. Around 10m of the labels will be rolled out to the UK on- and off-premise from 8 October.

A-B InBev originally teamed up with the creative community in the UK around 25 years ago, when its started the Beck's Art Labels concept in the country. Among the artists to have contributed to the project since then are Gilbert & George, Tracey Emin and Damien Hirst.

"This year's designs celebrate the variety of styles and artistic skills in the creative world, with each designer putting their own unique spin on the label," said A-B InBev UK's marketing director, Tatiana Stadukhina. "Our collection of eye-catching designs and Beck's legacy as a beer that celebrates creativity will help our customers tap into the trend for bespoke, limited edition packaging – as well as the demand for brands that not only cater to the needs of consumers, but also align with their personality and values."

According to A-B InBev, Beck's is the most popular German beer brand in the world.

Earlier this month, the UK division confirmed its intention to launch Michelob Ultra in the country. The Michelob extension has benefited hugely from the health & wellness trend in the US, with the variant posting its 12th consecutive quarter of growth in the first three months of this year.

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