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A PIONEERING BEER FOR A
PIONEERING BEER BRAND.
150 YEARS
150 YEARS
150 YEARS
150 YEARS
150 YEARS
150 YEARS
150 YEARS
of innovation needed a celebration that matched our pioneering spirit.
That’s why from recipe to marketing, every decision in the making of this beer was made by A.I.
We didn’t make Autonomous, Autonomous made itself.
How Autonomous made itself?
A pioneering beer needed a pioneering approach.
We devised a system called “Compound prompting” in which every prompt we input into A.I. and the answer we got, informed the next prompt. This is how it happened.
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Kick-off conversation: Where everything began. We sat with A.I.and had a good chat. We told it about our pioneering spirit, our ambition, and asked for ideas to celebrate our 150 anniversary.
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Idea: After our deep, long chat, A.I. gave us the idea to make an anniversary beer entirely with A.I. We decided to go for it and stay true to the idea.
3.
Recipe: What would this pioneering beer taste like? We asked it for a recipe and out of millions of potential combinations, it gave us a perfect blend of yeast, malts, water and hops and we got brewing.
4.
Name: With the recipe brewing, we now needed a name. So we asked for one that would reflect our initial chat, our concept and the recipe. Enter Autonomous.
5.
Manifesto: Using the concept, and name as a basis, we asked Autonomous to write a mission statement and have a point of view to inform the rest of its development.
6.
Logo: We had a recipe, a name and a mission statement. We asked what a logo would look like? and we got one that considered all elements generated so far.
7.
Tagline: Leveraging on all previous steps, we asked Autonomous to write its own tagline. It came back, quite fittingly, with “The beer that made itself”.
8.
Can design: We asked Autonomous to design a can that would bring to life our concept considering our initial chat, recipe, name and logo. Autonomous was now ready.
9.
Website Design: Autonomous was ready to launch, so we asked it to create its own website considering all the information it had already generated.
That will be later incorpored in our AD Campaign
10.
AD Campaign: We asked Autonomous to sell itself. It considered its audience and gave us posters, billboards and social media ads to run, and we did.
11.
Radio: Autonomous looked and tasted good, but how does it sound? We asked it how best to talk about itself on the radio. And not only wrote, but even voiced its own radio ad.
12.
Film: Autonomous came up with a full advertising video script telling its own story, crafted to the last detail with A.I. to bring it to life.
13.
Influencers: Autonomous created its own marketing strategy which included influencers,and even suggested lines for the influencers to use.
14.
Now Autonomous is here. One of the first A.I. creations to truly crossover from code, to screen and into the real world, where people can feel it, smell it and taste it. Beck’s Autonomous is A.I. brought to life.
The History of BECK’S
HOW IT ALL BEGAN – FROM 1873 TO TODAY
- 1873 – FOUNDATION OF KAISER-BRAUEREI BECK & MAY O.H.G
- 1874 – IMPERIAL HONOURS
- 1875 – FRESH COMBINATION
- 1876 – AND THE WINNER IS...
- 1886 – NO PASSAGE WITHOUT KAISERBIER
- 1888 – ALWAYS ICE COLD, ALWAYS FRESH
- 1921 – REVOLUTION ON THE LABEL
- 1928 – BARREL-FRESH INNOVATION
- 1931 – THE STEP TO BECOMING AN INTERNATIONAL BREWER
- 1948 – NEW BEGINNING
- 1953 – DELICIOUS BEERS FOR ON THE GO
- 1955 – BECK’S BEER QUENCHES MEN’S THIRST
- 1968 – BECK’S SIX-PACK
- 1984 – SETTING SAIL
- 1993 – FRESH, FREE AND POPULAR
- 2002 – MILD GOLD
- 2005 – BECK'S GREEN LEMON
- 2008 – BECK'S ICE
- 2012 – FOLLOW YOUR INNER COMPASS
- 2017 – LEGENDARY
- 2018 – GREEN LABELS
- 2019 – BECK’S LEMON BREW
- 2021 – BECK’S UNFILTERED
- 2025 – BECK’S BLUE LEMON 0.0
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1873
FOUNDATION OF KAISER-BRAUEREI BECK & MAY O.H.GKaiser-Brauerei Beck & May o.H.G. was founded by master brewer Lüder Rutenberg from Bremen, master brewer Heinrich Beck and merchant F. G. Thomas May on 27 June.
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1874
IMPERIAL HONOURSFrom the very beginning, the Kaiserbrauerei, or “Imperial Brewery”, bottled its beer in green long-neck bottles. This set the Kaiserbier apart from other beers, which were only sold in brown bottles. At the international agricultural fair in Bremen, the company was awarded a gold medal by the later Emperor Friedrich III. This still adorns the label today.
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1875
FRESH COMBINATIONThe master brewer and partner of the Bremen-based Kaiserbrauerei founded in 1873, Heinrich Beck, created a smooth pilsner beer that retained its fresh taste even when transported over long distances. The beer was already shipped to the Dutch East Indies, now Indonesia, in its first year.
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1876
AND THE WINNER IS...At the World’s Fair in Philadelphia, Kaiserbier beat competitors from Holland, Denmark and Ireland to the title of best European beer. The BECK’S label still features a reminder of this today.
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1886
NO PASSAGE WITHOUT KAISERBIERThe Kaiserbrauerei exclusively supplied all the ships of Norddeutscher Lloyd. These carried the name of the beer all around the world. It was soon in demand in port cities across the globe.
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1888
ALWAYS ICE COLD, ALWAYS FRESHA Linde ice machine meant that the brewery was no longer dependent on natural ice supplies. Brewing could now continue even in particularly hot summers.
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1921
REVOLUTION ON THE LABELThe company signed a contract with C. H. Haake AG. At the same time, Kaiserbrauerei renamed itself Exportbrauerei Beck & Co. From now on, they only produced beer for export. The Beck & Co. lettering took centre stage on the label.
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1928
BARREL-FRESH INNOVATIONBeck & Co. developed steel barrels to replace the pitch-lined wooden barrels. This meant that owners of beverage establishments received draught beer of the freshest quality and pure pilsner taste.
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1931
THE STEP TO BECOMING AN INTERNATIONAL BREWERBreweries in Batavia and Singapore started production under licence: Beck & Co. moved even closer to the traditionally important markets in the Far East. Corporate investments – for example in Colombia – also contributed to international growth.
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1948
NEW BEGINNINGHaving come to a complete standstill during the Second World War, production restarted hesitantly when the war was over. In Bremen, the first boxes were delivered to Thailand as early as 1948. In 1949, BECK’S was sold in its home market for the first time to reduce exposure to the uncertainties of international markets.
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1953
DELICIOUS BEERS FOR ON THE GOFollowing the trend from the USA, BECK’S offered its pilsner in cans for the first time.
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1955
BECK’S BEER QUENCHES MEN’S THIRSTThe first nationwide advertisements were placed in the news magazine “Der Spiegel”. The new slogan was: “BECK’S Bier löscht Männerdurst” (BECK’S Beer Quenches Men’s Thirst).
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1968
BECK’S SIX-PACKThe six-pack with 0.33 l bottles was launched as a compact alternative to the large crate.
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1984
SETTING SAILOne of the most successful advertising campaigns was launched. To this day, the sailing boat “Alexander von Humboldt” and the song “Sail Away” are part of the BECK’S identity.
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1993
FRESH, FREE AND POPULARThanks to the innovative combination of a special mixing process and gentle vacuum distillation, the fresh pilsner taste also came through without alcohol. German retailers rated BECK’S Alkoholfrei the most successful new launch of the year.
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2002
MILD GOLDThe new BECK’S Gold quickly gained popularity with its mild taste. BECK’S Gold was the most successful new product launch in the history of the German beer market and established the first clear glass bottle for beer with UV protection.
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2005
BECK'S GREEN LEMONA new market was discovered for beer mixed drinks, which are loved by consumers. BECK’S Green Lemon offered a deliciously crisp, refreshing, limey taste with just 2.5% alcohol.
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2008
BECK'S ICEBECK’S Ice created a completely new taste experience and an extraordinary transparent look. The new beer mixed drink with the fruity, refreshing taste of lime and mint was produced using an innovative filtration technique. This process filters out the beer colouring while retaining the typical BECK’S taste.
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2012
FOLLOW YOUR INNER COMPASSThe new campaign “Folge Deinem Inneren Kompass” (Follow Your Inner Compass) encouraged independent thinking. Highlights include the unique BECK’S Art Labels 2012: five musicians let their creativity run wild and designed their own labels.
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2017
LEGENDARYBECK’S kicked off a legendary summer in 2017 with the new “Legendary” campaign: lead the way, take life in your hands and show the world what you’re made of. You are what make it legendary.
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2018
GREEN LABELSIn 2018, BECK’S dispensed with its best-known brand feature: the bottle label. Under the motto “Mach’s zu deinem BECK’S” (Make it Your BECK’S), the whole of Germany was called upon to get creative and create new, individual labels with their own designs, texts and pictures. The result was more than 27,000 creative ideas from which 40 winners were chosen.
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2019
BECK’S LEMON BREWThe first “Naturradler” (natural shandy) with naturally brewed lemonade. 50% BECK’S with 50% brewed lemonade and 100% natural taste: less sweet with fermented notes. With BECK’S Lemon Brew, BECK’S fundamentally redefined the natural shandy segment!
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2021
BECK’S UNFILTEREDAnother new launch followed in February 2021: BECK’S Unfiltered. Inspired by the original brewing process dating back to 1873, BECK’S Unfiltered is a BECK’S in its most original and natural form. The result is a naturally cloudy pilsner with a smooth, refreshing taste.
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2025
BECK’S BLUE LEMON 0.0Gebraut um eine unvergleichbare zitronige Erfrischung zu erleben. Beck‘s Blue Lemon liefert mit weniger Zucker als herkömmliche alkoholfreie Radler einen zitrusfrischen Geschmack
Our Brewery Tours
Discover the art of brewing and explore the exciting history of our local brands BECK’S and Haake-Beck! Our varied tour will take you through our museum, the raw materials room and the brewhouse, past malt silos, fermentation tanks and storage tanks, to our laboratory. Afterwards visitors get the chance to join a beer tasting in the guest room. We serve three different beers from our product range. Soft drinks are of course available as well.
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Duration: 3 hours
Language: German, English
Minimum age: 16. This also applies to children accompanied by a parent or guardian.
You must wear sturdy shoes to take part in the brewery tour. Flip-flops, which are popular in summer, are not allowed.We reserve the right to make changes.
We are looking forward to your registration (required)!
Brewery tours will go ahead if at least 20 people are registered.
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Duration: 3 hours
Language: German, English
Minimum age: 16. This also applies to children accompanied by a parent or guardian.
You must wear sturdy shoes to take part in the brewery tour. Flip-flops, which are popular in summer, are not allowed.Brewery tours will go ahead if at least 20 people are registered.
We reserve the right to make changes.
We are looking forward to your registration (required)!
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Alcohol restriction
For safety reasons, alcohol is not permitted on the brewery property. This also applies to the brewery tours. Don't drink and drive! Clarified, who's driving?
Journey
The visitor centre is located at the following address:
Am Deich 18/19, 28199 BremenBooking
All our bookings have to be made via the booking programme of the Bremer Touristik-Zentrale.
In case of any question, please call:
+49 421 – 30 800 10
+49 421 – 5094 5555
Online: www.bremen-tourismus.deExclusive brewery tours
The tour will take place in a group size of approx. 30 people per tour.
Photography/ Filming
Photography and filming is not permitted on the brewery property. You are welcome to film and take photos in the guest room. If you want to take pictures of people who are not your friends or relatives (e.g. our staff), please ask for permission beforehand.
Group size
A maximum of 60 people can attend the open brewery tours each time. The groups will be divided into two groups of 30 people each before the tour.
Pets
Dogs and other pets are not allowed on the tour.
Minimum age
The minimum age required to participate the brewery tour is 16 years. This also applies to children being accompanied by a parent or guardian.
Parking:
From Mondays to Fridays until 4 p.m., the parking spaces in the street Am Deich are usually occupied. Near the brewery parking spaces are not available. The parking garages "Am Wandrahm" & "Am Brill" are located about 10 minutes' walk from the Visitor Centre.
Wheelchair
Visitors in wheelchairs are warmly welcome. With the exception of the raw materials room and the brewhouse, all stations on the brewery tour are accessible. A maximum of two wheelchair users are allowed per brewery tour. Please provide the relevant information upon booking.
Shop
Glasses, serving trays and more can be purchased at the visitor center.
Safety
Participation in the brewery tour is only permitted with appropriate footwear.Drinks & beverages
Gastronomy is not included in the visitor center concept. We only offer is a beer tasting as part of the tour.
Languages
You have the option of booking a tour in German or English. In addition to German and English, our movies are also available in Russian, Spanish, Chinese and French and can be shown as part of an Exclusive Brewery Tour.
Smoking
Smoking is prohibited on the brewery premises and in the visitor center. Smoking is only allowed on the terrace outside the guest room.
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Anheuser-Busch InBev Deutschland
Brauerei Beck & CoBECK’S and Haake-Beck Visitor Centre
Am Deich 18/19
28199 BremenTelephone no. Visitor Centre:
0421 50 94 – 5555Do you have any questions that are not about the Visitor Centre?
Telephone no. 0421 50 94 – 0
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2025 Brauerei Beck & Co
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- By using this website, you agree to the Privacy Policy. BECK’S supports only the legal and responsible consumption of beer. Only share the content of this website with people who are old enough to legally consume alcohol.