With the launch of 6% ABV Beck’s Sapphire in the U.S., Anheuser-Busch InBev is tapping into the new category of higher-alcohol premium beers for the ‘late night occasions’. 

A golden pilsner is made of traditional German Saphir hops in accordance with the German purity law, Reinheitsgebot, which calls for the use of only four primary ingredients, and comes in a sleek black bottle with an iconic Beck’s ‘key’ symbol.

Beck’s Sapphire debuted at high-end New Year’s Eve occasions in New York, Los Angeles, Chicago and Miami. Consumers will now be able to experience the brand at both on- and off-trade nationwide. The brand launch will be supported with an integrated advertising campaign throughout 2013.

“Beck’s Sapphire continues and builds the great brewing tradition of the Beck’s brand,” said Paul Chibe, vice president, U.S. marketing, Anheuser-Busch. “Brewing with rare Saphir hops gives Beck’s Sapphire an incredibly delicious taste that will make you think differently about Beck’s.”

Photo: New Beck’s Sapphire