Beck’s Vier Hits Right Note with Dublin Festivals Support

HWCH showcases young Irish bands and artists and provides a platform for 100 musicians from all over the country to display their talents in various Temple Bar venues over the weekend of September 12-14.

Beck’s Vier will also be at the centre of a city-wide celebration of music and art being staged over next month’s Bank Holiday weekend. It is headline sponsor of DEAF 2008 which features some 52 events in a variety of venues ranging from the Digital Hub to the National Gallery of Ireland.

Dave Stratton, Senior Brand Manager for Beck’s Vier at InBev UK & Ireland, said: “We're proud to be supporting the Dublin arts and music scene through tie-ups with DEAF and HWCH. Both are great cultural events which are brilliant for the city and highlight Dublin's place as one of the most progressive and vibrant cities in Europe.

“This is a fantastic opportunity to associate the Beck’s brand with arts and popular music events that have an enthusiastic following in and around Dublin.  

“These agreements will reinforce brand awareness among an important audience of 18-34-year-olds and stimulate sampling at a number of venues across the city. Ultimately, this helps to build a close relationship with consumers and generates brand loyalty in the longer term.” 

The support of the two events will generate trial and awareness in a number of ways:

• Beck’s Vier will have pouring rights at DEAF events - generating sampling opportunities among a large number of adults.
• It will have preferential pouring rights in licensed outlets close to where festival events are being staged and there will be promotional activity in selected outlets.
• Bespoke point-of-sale material will be available to participating outlets - to underline the fact that Beck’s Vier is the key sponsor of DEAF.
• The brand logo will also be featured on all printed material and advertising promoting DEAF 2008 - boosting brand awareness. 
• At HWCH, the brand will have pouring rights at Meeting House Square and be available in five other participating venues (Eamon Doran's, 4 Dame Lane, Andrews Lane, Button Factory and The Academy) all weekend.

The initiatives will build on the success of last year’s involvement with Big Top - Phoenix Park when Beck’s Vier was Official Beer during a series of outdoor music events. The brand also sponsored Beck’s Fusions staged in September last year in the city’s Meeting House Square.

Stratton added: “Beck’s Vier is continuing to build sales and retail distribution in the Republic of Ireland as more consumers add it to their regular drinking repertoire. Backing for these high-profile festivals will help to attract more consumers to the brand and underpin future sales development.”

InBev Ireland is committed to a policy of responsible drinking and will encourage adults attending both festivals to consume alcohol in moderation.