AB-InBev is at it again with another high-alcohol “premium” beer. Much like Bud Light stepped their game up with the blue-bottled “Platinum,” Becks has created the black-bottled “Beck’s Sapphire.”
Before you ask, yes, I agree that it seems like a blue bottle would be more appropriate for a product called Sapphire. I’m sure AB-InBev realizes that too, but they wouldn’t want to step on the toes of their own branding strategy. The beer actually gets its name from its hops.
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 over two years developing a truly unique black glass bottle for Beck’s Sapphire.
It’s clear that they’re targeting the same upscale market as Bud Light Platinum, but I think the Beck’s name is probably better suited to make that happen. It has that import appeal that makes you feel classy and is 6% ABV so you’ll also feel drunk. It’s the best of both worlds, really. Beck’s Sapphire premiered at high-end New Years Eve parties in New York, Los Angeles, Chicago and Miami. Unfortunately I was at a shitbag sports bar so I have yet to try it.