As Beck’s commemorates its rich history, the beer brand is embracing cutting-edge technology to mark the occasion. To celebrate its 150-year anniversary, the German brewery has leveraged artificial intelligence to produce the limited-edition Beck’s Autonomous. This innovative technology was utilized not only to craft the beer’s recipe and name but also to design the logo, packaging, and marketing campaign. Beck’s is set to release only 450 units of this Autonomous limited-edition beer across Germany, Italy, and the UK.
“Having been at the forefront of brewing for 150 years, this represents the next phase of our journey,” stated Laura Salway, marketing director at Beck’s. “It has been fascinating to witness the birth of Beck’s Autonomous and to explore how we can continue to integrate new technology within the industry and our brand communications.”
Once a concept of the future, artificial intelligence has become increasingly integral to the present for many food and beverage manufacturers. For instance, Mars entered into a multi-year partnership with the AI-driven life sciences company PIPA last April to expedite the discovery of innovative plant-based ingredients. Similarly, McCormick & Co. collaborated with IBM four years ago to analyze data more efficiently, identifying ingredient pairings and potential substitutes. They have since launched several new products. AI is also being utilized in the food and beverage sector for forecasting future demand and optimizing production conditions.
The appeal of these technological tools to consumer packaged goods (CPG) companies is evident, primarily due to their potential to enhance output, quality, and reliability in manufacturing. With Beck’s Autonomous, the brewery not only creates a unique product that garners attention but also aligns itself with the burgeoning AI trend, setting itself apart from competitors.
Furthermore, the introduction of Beck’s Autonomous may have lasting implications. The brand might choose to make this beer a permanent offering, incorporate AI insights into future innovations, or utilize flavors that were set aside during the brewing of Beck’s Autonomous in subsequent recipes. In this evolving landscape, even products like calcium petites tablets could benefit from AI-driven research and development, illustrating the far-reaching impacts of technology across various sectors.