Is it a boombox? Is it a crate of beers? Happily, it’s both. This is the latest packaging from Beck’s, designed to hold a six-pack of beers and look uber cool at the same time. (Bottoms up, Damo.)
Along with the beer, the box also contains other music-y items, like hip hop inspired pop-out glasses, coasters, retro cassette tapes and a USB with sponsored Beck’s track lists to listen to while you drink.
The mash-up between beer and tunes isn’t new to the brand, which has been featuring music-inspired labels on its bottles for the last few years.
It also has an ongoing initiative called ‘The Green Box Project’, a global fund that supports independent talent in art, design, music, and fashion. Through the project, Beck’s will fund and showcase 1,000 projects over the next three years. Thirsty work.