For the 150th anniversary of Beck's: Premiere for AI beer Autonomous

To celebrate the brewery's 150th anniversary, Beck's is launching Autonomous - a futuristic limited edition beer developed by Artificial Intelligence (AI). From the recipe to the packaging and logo design to the advertising campaign, every detail was designed using AI. Beck's Autonomous is one of the first beers in the world designed and developed by AI.

Artificial intelligence is characterised by its ability to develop a variety of solutions to any kind of question. In this context, Beck's is using AI to create its own version of the perfect recipe for a Beck's. Millions of different flavour combinations are used to create a beer from brewing water, malt, hops and yeast. Years of human expertise, craft and creativity, have been brought together by AI technology and implemented with our master brewers. The beer is brewed at the Beck & Co. brewery in Bremen.

To give consumers the opportunity to try this innovative beer, Beck's is releasing a limited edition of Beck's Autonomous on 12 April 2023 exclusively in Germany, Italy and the UK, with a total of 450 units. Consumers can register their email address at www.becks.de to be the first to get their hands on the new limited edition on launch day. A must for beer lovers and AI enthusiasts - the experimental AI creation from Beck's is expected to be sold out within minutes. This is how the future tastes today.

Beck's is known as a pioneer in the world of beer, being the first brewery to use green bottles and introduce the 6-pack carrier. The brewery is experimenting with Artificial Intelligence for the first time, using Chat GPT and Midjourney to design the beer, branding and campaign.

Laura Salway, Marketing Director Europe at Becks, says: "Beck's has been at the forefront of the brewing world for 150 years with its spirit of innovation. This is the next step in our journey. We want to gain insight into the future of beer with Artificial Intelligence and experiment with how we can use new technologies in beverage, creative and marketing."

She added: "Beck's Autonomous brings us technology to touch, taste and feel, and we believe the multi-channel campaign will connect us with beer innovation fans. Autonomous shows how artificial intelligence and humans can work together to revolutionise the drinks world. At Beck's, it's just the beginning of more exciting developments to come. We have plans to work with AI on a large scale. This includes the launch of a new packaging design later this year, developed with AI and inspired by this experiment."