BECKS SPONSOR JAGUAR RACING - BEER BREWING HISTORY AND LAGER LINKS

BECKS SPONSOR JAGUAR CAR RACING

“Beck’s” fans have an enviable advantage: they can feel at home virtually anywhere in the world. Their favorite beer is served on all five continents. Every minute of the day 3,000 bottles of “Beck’s” are consumed throughout the world. In 1999 alone, over 16,000 containers were sent by ship from Germany to all corners of the globe.

Beck’s” is exported to some 120 nations worldwide. Brewery Beck & Co, Bremen, is Germany’s leading export brewery. On the fiercely competitive German beer market, Beck & Co was among the few winners in the past years. The “Beck’s” brand step by step improved its position among the country’s top premium beers. Business in Europe, especially in the UK and Italy, could hardly have been more successful with 1.2 million hectoliters in 1999. In the USA, where one million hectoliters of “Beck’s” is enjoyed every year, both popularity and sales continue to grow. Its natural ingredients, fresh flavor and traditional brewing methods have made “Beck’s” America’s favourite German beer.

Beck’s” is a modern classic among the brands – and moreover a classic appealing to the young generation. One brief glance and beer-lovers instantly recognise "Beck’s” by its green bottle, the oval label and the clearly defined brand. In use since 1876, it symbolises the continuity of the company’s brand strategy and its guiding principles of consistency and reliability. That is why all decisions affecting the product’s branding throughout the world are taken exclusively in Bremen. “Not revolution but evolution” is the defining principle of Beck & Co’s marketing strategy.

Innovative strength on the basis of strong traditions combined with high quality – this characterises both “Beck’s” and Jaguar. That their brand colour happens to be green, is just another feature they have in common. “Beck’s”, as one of the major partners of Jaguar Racing, looks forward to contributing to the team’s success during the forthcoming season.

www.becks.com

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