Company: Anheuser-Busch InBev SA
Brand value: US$1,946 million
Headquarter city: Leuven, Belgium
Year formed: 1873
Beck’s was first brewed in the northern Germany city of Bremen and is a pilsner beer described by its makers as having a sweet, soft taste. It has been brewed in the same way, according to the original recipe using four key ingredients, since 1873, and has grown to become the biggest-selling German beer in the world, sold in more than 85 countries. Beck’s is a premium beer that tends to appeal to young adult drinkers; it is positioned as a drink to be shared by groups of friends on a night out, and as a good match for casual dining. The brand sponsors music festivals and events popular with this audience. Beck’s uses distinctive green glass bottles and for many years a green sailing ship was used in their communications to reflect adventure and openness, though the ship has gradually been given less prominence. In an effort to counter the rising demand for craft beer, Beck’s launched a range of variants under the “Beck’s Taste the World” banner in 2015. For many years the brand’s communication tagline was “Follow your inner compass”, with an urge for cosmopolitan consumers to think differently. This campaign, which began in 2012, featured bottles with labels designed by a range of artists. The current campaign, begun in 2017, is “With you, every moment can turn into something extraordinary”. Beck’s has been owned by AB InBev since 2008; the company is the world’s largest brewer and one of the largest consumer goods companies globally. It is majority-owned by the Vandamme, De Mévius and de Spoelbergh families, from Belgium, with other major stakeholders including the private investment company 3G Capital. Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on the Mexico (MEXBOL: ABI) and South Africa (JSE: ANH) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD).