Beck’s

Company: AB InBev

Brand value: US$1,596 million

Change since 2018: -18%

Headquarter city: Leuven, Belgium

Category: Beer

Year formed: 1873

Beck’s pilsner beer was first brewed in Bremen in 1873, and has become the biggest-selling German beer in the world. A premium brand, it is positioned as a drink to share with friends on a night out or as an accompaniment to casual dining. The green ship image that used to feature prominently in communications now plays a minor role; Beck’s has become a young person’s drink, linked through a series of campaigns to a sense of fun, freedom, and determining your own destiny. In mid-2018, Beck’s launched a new digital campaign with the message “Erst mit dir wird’s legendär”, meaning “Only with you it’s legendary”. One element of the campaign invited consumers to create their own labels via an app, and 40 designs will feature on limited-edition bottles. The brand also asked the public to help their hops grow by speaking to it via a microphone in a field. The special hops will be used to brew a Beck’s variant called “Sound Pils”.