Labels Painted By Artists Provide a Fresh Look to a Refreshing Pilsner
Many of us think of beer as a work of art.
Its taste, its ability to stimulate conversation – some people even developing develop extreme passion for certain brands – and its overall contribution to the betterment of society are all emotions that exist among both beer drinkers and within the artistic community.
And now Beck’s has blended the two together, merged them like a smooth freeway transition, by commissioning artists to paint artwork for the labels on its bottles of beer. So if you are handed a bottle from a bar, or notice a completely different look on the 12-packs in grocery and convenience stores than you’re used to seeing, there’s no need to search for an app that might help clear your vision.
To help launch it, Beck’s has been holding intimate gatherings at artistic-type locations around the country. I went to one at a surf shop in Venice, CA. This is not your ordinary surf shop, either. Instead of being a clean display for surfboards and surfwear, it has that Venice Beach garage apartment look to it. It’s all creaky old wood – there’s even a tree house inside – that feels more like an antique bookstore than a surf shop.
But they had bins full of Beck’s, the artist was on hand to greet guests, and somehow they squeezed in a local band that made the small place hot and sweaty, an odd but appropriate setting for this artistic evening.
Overall, the art bottles are part of what Beck’s calls the Green Box Project, a three-year worldwide program to inspire and support independent talent in art, design, music and fashion. In this phase, there are six different labels among the bottles in a 12-pack.
It’s a good move by Beck’s, the first visible change to the consumer the company has made in several years.
Fortunately, the product inside the bottle remains the same. Beck’s is one of my favorite beers, a smooth pilsner that’s full of flavor. I can drink Beck’s on the deck on a hot summer afternoon, or at a ski resort after a day on the slopes. It’s as versatile as a Swiss Army Knife.
And now, it’s a lot more artistic than my skiing ability.