Beck's Sapphire Is the New Black

Brewer introduces golden pilsner brewed with German Saphir hops

ST. LOUIS -- Beck's has introduced Beck's Sapphire, a golden pilsner brewed with German Saphir hops. Inspired by sapphire gemstones, brewed to 6% ABV and served in a sleek black glass bottle, Beck's Sapphire is intended to be a new standard for premium beer in high-end occasions and "ambitious, confident" consumers, the company said.

"Beck's Sapphire continues and builds the great brewing tradition of the Beck's brand," said Paul Chibe, vice president of U.S. marketing for 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 more than two years developing the black glass bottle for Beck's Sapphire, it said.

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.

Beck's is a brand of AB InBev.