Beck’s Vier Reinforces Music Links With New Branding at The O2

Dave Stratton, Senior Brand Manager - Beck’s UK and Ireland, said: “This activity will strengthen the brand’s relationship with the music scene and improve the consumer experience for thousands of people visiting the venue.

“We have created bar concepts that communicate the contemporary appeal of Beck’s Vier and illustrate its links with different styles of music so that it will tap into the tastes of a wide range of visitors to The O2.

“As a premium 4% lager we also want to ensure consumers get a premium experience every time they have a pint of Beck’s Vier - from purchase to consumption - and this upgrade of the bar design and facilities will help deliver that.

“It underlines the brand’s growing links with contemporary music and art which is so evident through our creation of such initiatives as Beck's Fusions 2008 and Beck's Canvas.”

Beck’s Fusions 2008 challenges leading contemporary artists and musicians to join forces and create original, inspiring performances and was staged at Manchester’s Castlefield Arena on September 6 with Massive Attack and United Visual Artists headlining.  Beck’s Canvas is an initiative that gives promising contemporary artists the opportunity to design contemporary labels which are now featured on Beck’s bottles.

Since its launch in 2006, Beck's Vier has risen to become the sixth biggest selling draught lager in England and Wales and is the fastest growing lager brand in terms of volume and distribution. Stratton added: “As a growing brand, it is important that Beck’s Vier aligns itself with successful venues - and they don’t come more successful than The O2.”

The O2, which was formerly known as the Millennium Dome, opened last June and has since hosted a range of world class events from the likes of Justin Timberlake, Prince, The Rolling Stones, Elton John and Take That. As part of its Founding Partner agreement, InBev UK secured the rights to create branded bars within the Arena and VIP hospitality areas.