Beck’s Vier Shows its ‘Glass’ as Promotion Proves a Winner

The rapid success of the promotion will follow on into take home sales as all recipients will receive a 50p money-off voucher with their glass which they can redeem against a four-pack purchase of Beck’s Vier.

InBev UK is further building on mounting consumer interest with a print and out-of-home advertising campaign featuring a striking image of the branded glass from the bottom up, with the focus on the innovative square base, to capture the attention of consumers. The ads feature the message “German precision at 4%” to highlight the authentic credentials of the brand and the fact it is ‘precision brewed’ with four ingredients; water, malted barley, hops & yeast.

Ken Valledy, Beck’s Brand Director at InBev UK, said: “The enormous success of the online promotion, which easily exceeded all our expectations, illustrates the rising stature of the brand.

“The glass is a vital element to providing the perfect Beck’s Vier pint and consumers can now recreate that drinking experience at home. The Beck’s Vier glass has been very well received by on-trade retailers and consumers who appreciate the quality enhancement it delivers.

“This campaign has expanded take home distribution of the glass so shoppers can experience improved quality, stimulating brand loyalty by ensuring the lager is always enjoyed at its best. It will also boost take home demand as consumers who participated in the promotion redeem their money-off next purchase vouchers.”

The press campaign is now running until the week of November 23 in a full range of national dailies using full-page ads initially and half-pages later. The schedule includes The Times, The Independent, The Sun, The Guardian, The Daily Mirror, The Sunday Times, Sunday Mirror and Observer. The ad will also run in free newspapers including The Evening Standard, The Metro National, London Lite and Shortlist.

That will be followed by an out-of-home campaign running from November 9 until the week of November 23 using a range of media platforms including six-sheet posters, phone kiosks, 16-sheet cross-tracks and digital sixes.

The iconic square based branded glass is one of the most advanced in the marketplace and reflects the progressive nature of the Beck’s Vier brand. Functionally the glass is designed to disrupt the lager during dispense and maintain the head throughout in such a way so as to help to create the “perfect” pint every time. It has proved a huge hit with pub-goers since its on-trade launch two years ago.