From the 1st of August four emerging artists work will be displayed on the labels of 27 million limited edition bottles of Beck’s beer! Their latest initiative labeled Beck’s Canvas runs alongside Beck’s Fusion – a collaborative programme of artists and Music.
Contemporary art and beer aren't two things you'd naturally pair together except for maybe the reason you attend the odd private view, but for the last 20 years, Beck's has supported contemporary British art by collaborating with leading artists to produce labels for limited edition bottles. These have included big names such as Gilbert & George, Rachel Whiteread, Damien Hirst, the Chapman brothers, Richard Long, Tracey Emin and Yinka Shonibare all of which have had there work displayed on beck’s beer bottles. Previously they were produced in small batches of several thousand and given away at events etc and becoming highly collectible items. Beck’s canvas however in the first time they have decided to mass produce these limited editions which could result in the largest art commission undertaken for the public.
Beck's have collaborated with the RCA (London's Royal College of Art) for its Beck's Canvas initiative. Graduates and present students were asked to submit work of the subject of ‘individuality’’ for the competition. There work would appear on the labels of Beck’s beer bottles, giving them instant publicity and national exposure of their work. Four of the college's graduates were selected as winners. Riita Ikonen, 27, Tom Price, 26, Charlotte Bracegirdle, 34 and Simon Cunningham will share the £24,000 prize money. More information on the artists can be found on the Beck’s website. It will be interesting to see how each of these artists use this platform of opportunity to catapult themselves to the same levels of fame, wealth and collectibility that their predecessors have.
The association of a disposable piece of packaging being used as a canvas for contemporary art is something that may have bothered the ‘high brow’ establishment concerned of cheapening art’s value twenty years ago. However times are changing and with an evolution of support for emerging artists challenging and inspiring work can now been seen by the broader public and not those just invited to the latest private view. Without the Breweries pioneering and forward thinking examples of innovative collaborations over the last 20 years we may not have had some of the most innovative projects today involving corporate brand giants with popular culture – including examples such as the Unilever series in Tate Modern’s Turbine Hall.
Some would argue that Beck’s are using the associations of poplar culture and the Brand of the RCA solely to build on the companies branding and marketing. However even if this was the case does it matter when they giving such unique opportunities and PR to both the ‘arts’ and the artists? Personally I think Beck’s canvas is a clever piece of marketing and the relationship is one that is more of a ‘mutual exploitation’ – trading their vision for visibility.
With the credit crunch ongoing and the current negative press of increased drink related crime and violence Beck’s are facing an increasingly fierce competitive market. Alcoholic brands face new challenges and Beck’s are obviously trying to increase their market share by marketing the brand to a more discerning consumer that appreciates quality, originality and perfection. Surely Beck’s profile can only rising after this campaign and maybe even perceived as a beer with ‘class’ – that appeals to both sexes. The brand positioning of the Beck’s beer is now quite removed when compared to the ‘ladish’ image portrayed by competitors such as Fosters and Carlsberg.
With the campaign having been launched several days ago you have probably noticed elements of the campaign such as the new TV advert or even seen a bottle down the local. When I’m next stocking up the beer fridge at playgroup I know what I’ll be looking out for!
