The reason, we think, Beck's still manages to warm us with its amber lustre – even after 135 years – is that it’s never deviated from its tried and true formula of hops, yeast, water and malted barley. But lest anyone accuse the German beer maker of being old-fashioned or behind the times, consider its latest limited edition collection.
Click here to see more of the range
Beck's began, in 1985, to collaborate with emerging British contemporary artists – among them, Gilbert & George, Yinka Shonibare, Tracey Emin and Damien Hirst – on the labels adorning their deep green bottles.
This year, Beck's has partnered with four students from London’s Royal College of Art to create ‘Beck’s Canvas’, a thoroughly whimsical quartet of images. And whilst previous limited editions have numbered only in the thousands, this time round, Beck's is aiming for a thirst quenching 27 million bottles.
But beyond the sheer novelty of the eye-catching designs – there’s a disembodied duck and a girl perched daintily on the lashes of a giant eye – the labels are a priceless opportunity for their artists Simon Cunningham, Tom Price, Riita Ikonen and Charlotte Bracegirdle to reach out to a huge audience.
If nothing else, Beck's is giving a whole new meaning to the idea of public art. The Beck's Canvas range of beer will be available throughout the UK from August 2008.
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