The brewery hopes to “revolutionise” the image of beer-drinking by creating a special edition flute-shaped beer can” reflecting the superior quality of the ingredients and building a premium perception of the looked-down upon humble can. The new can, ‘Le Beck’s’, has been finished in brushed aluminium with precision laser labelling and analogue engraving. But that’s not all. It’s actually in the shape of a Champagne flute. Beck’s aims to widen the consumer demographic and consumption opportunities for the brand and “earn an enhanced premium perception”. It’s hoped that the beer can can be introduced to venues not traditionally associated with consuming beer. Thus the new-look cans have been trialled in art galleries, classical music concerts and other “exclusive” events in Germany since last March to an “overwhelming response”. “At the end of the day our consumers love it, we love it and it perfectly fits our premium image,” Susanne Koop, Anheuser-Busch InBev Germany ‘s Marketing Manager for Beck’s purred.