Beck’s has unveiled a limited-edition collection of labels showcasing the work of emerging contemporary artists - the first time the iconic green bottle’s original label has been replaced in production since imports to the UK began in 1952.
Available nationwide until late autumn, the labels feature exclusive works of art chosen in partnership with London’s Royal College of Art.
Having supported artistic talent since 1985, Beck’s has previously released collector edition bottles featuring labels designed by pioneering artists such as Damien Hirst, The Chapman Brothers, Tracey Emin and Yinka Shonibare. ‘Beck’s Canvas’ defines 2008 as a landmark year with the launch of the new labels nationwide. The four works of art will adorn over 27 million bottles.
Áine Duffy of the RCA, said: “To have a platform to showcase their art to an audience of this size must be the overriding ambition of any young artist starting out on his or her professional practice. Working with Beck’s has meant that four of our young artists are being given the opportunity to follow in the footsteps of their more established forebears – Jake and Dinos Chapman, Sam Taylor-Wood – and what a tremendous opportunity that is.
Will Morris, Senior Brand Manager at Beck’s, said: “Working with the artists and the Royal College of Art has been a fantastic privilege. The work is testament to the exciting future of contemporary art in the UK. Beck’s Canvas’ is a great addition to our ongoing programme of support for up and coming artistic talent – literally placing cutting-edge design into the hands of the public.
For more information please visit the Beck's website